How to Build a YouTube Campaign for Maximum Targeted Awareness and Conversion13 min read
Get Optimal Performance with YOUR YouTube Campaign
Extending your Perfect YouTube Campaign with display ads and remarketing will magnify your marketing impact and drive more traffic for less money. We show you how.
If you have followed our Perfect YouTube Campaign guide, you already have a big head start on your competition. The video marketing universe is increasingly complex and few of the traditional players have the incentive to help you run truly efficient video marketing campaigns.
To take your video efforts to the next level, we’ll show you how to add remarketing and smart display advertising to your Perfect Youtube Campaigns to maximize marketing impact and efficiency.
What is remarketing?
The Ad Wizards at google have gifted smart marketers with an incredible tool to maximize marketing dollars. Remarketing allows us to target ONLY those users that have taken an action on our videos, channels, or website.
The efficiencies in this method are clear, as these users have already demonstrated a level of interest in your brand and have taken a small action.
Website remarketing is pretty straightforward. Place a tracking pixel in the header of your site, and you can create remarketing lists from the whole site, or any individual page view.
In YouTube, we can remarket on a number of different actions including website visits, app users, and various video interactions including:
- Viewed any video from a channel
- Visited a channel page
- Viewed any video (as an ad) from a channel
- Liked any video from a channel
- Commented on any video from a channel
- Shared any video from a channel
- Subscribed to a channel
- Added any video from a channel to a playlist
- Viewed certain video(s)
- Viewed Certain video(s) as an ad
That’s a lot of options, but we’re going to narrow our focus to website page views and views to our ads.
This diagram shows you the flow of what we will be building for this campaign.
The pink arrows is your initial Perfect YouTube campaign with Brite Targeting. We’ll see a number of users follow the call to action, visit the landing page and convert to MQL or purchase straight from this campaign.
There also will be a number of users who watch the video and are interested in our offer, but not at this time.
The green and yellow arrows are where we use display remarketing to remind these users of our offer and invite them back.
Why Display Ads?
Display ads with the usual targeting can be a bit of a shot in the dark, and may drive a lot of unqualified clicks to your landing pages.
Combining Display Ads with Remarketing allows you to target pre-qualified users with the extremely cost-effective Display ad format. These ads are also unobtrusive and gently remind users of your brand as they navigate YouTube and other sites the Google Display Network(if you include them.)
First Step: Create a Custom Audience for Video Views
To get started with remarketing, we first need to create a custom audience.
In AdWords, look at the left nav bar and select Shared Library > Audiences:
Then click +Remarketing list.
Click YouTube Users from the dropdown menu and you’ll see a set of options like this:
For this tutorial, we’ll use “Viewed a certain video(s) as an ad(s)” This will create a remarketing list from anyone who was served our initial awareness ad and did not skip the video.
Give the list a name and duration, then use the tools to select your video from your initial awareness campaign.
Click save and you now have a list to use for remarketing.
Step Two: Set up your Display campaign
The Adwords interface for display ads is a little different than the one we are used to for YouTube ads but the features should be somewhat familiar.
Select +Campaign then Display Network Only
Give your campaign a name. We like to differentiate YouTube vs Display in the names of our campaigns.
For Marketing Objective we’ll use Take an action on your website.
Select your region and set a starting budget (use $1 if you don’t know and we can adjust later.)
Give your first ad group a name, set your CPC bid and enter your landing page URL (with tracking parameters if you are using them.)
Now we’ll set the targeting to use the remarketing list we just created.
Select your list to ad and Adwords will give you an estimate of impressions available on the right.
To keep our campaign tightly focused, uncheck the box for Targeting Optimization:
Step Three: Load your Display ads
Here we’ll use the AdWords interface to load the graphics for our display ads.
Be sure to select the tab for “Image ad:
Available sizes include:
YouTube Overlay Image
- 480x70 Banner
Web Display Ads
- 250 x 250 – Square.
- 200 x 200 – Small Square.
- 468 x 60 – Banner.
- 728 x 90 – Leaderboard.
- 300 x 250 – Inline Rectangle.
- 336 x 280 – Large Rectangle.
- 120 x 600 – Skyscraper.
- 160 x 600 – Wide Skyscraper.
- 320 x 50
- 300 x 250
- 336 x 280 Interstitial
- 300 x 250
- 728 x 90
- 468 x 60
- 336 x 280 Interstitial
It is not mandatory to use all of these sizes but you definitely want to use the 480x70, a 300x250
300x60 and a square variant of your display ad for these campaigns. The more sizes you load, the more opportunities you will have to get ad impressions for your campaign.
All ads need to be in one of these formats Static .GIF, .PNG, .JPG and no more than 150kb file sizes.
Click Save and that’s it! You are successfully running a Display Remarketing campaign.
This campaign will now run display ads on the Google Display network to only those users that have viewed your video as an ad.
There are many more tweaks and refinements you can make to these campaigns for even tighter targeting. Shoot me a message with the link on the bottom right of this page if you have specific questions.
Pro Tip: Add Value
Display remarketing allows us a very limited second impression. To make these work, we really want to be adding value to our audience. This is a good place to put a special offer, a/b test enticing headlines and calls to action, offer discounts and generally make it worth your viewers time and effort to make the click.
“Learn more” and “Get a demo” generally do not work as well as value offer titles like “get inside tips on video marketing with this free article.”
How do we Measure these campaigns?
You’ll find the metrics for Display campaigns will look much different from your TrueView Awareness campaigns.
Expect impressions to be high, with relatively low clicks. We are seeing average CPC(Cost per Click) in the $0.20 range for Display campaigns using Remarketing. Given average CPC on TrueView, you can see where this method can add efficiency to your efforts.
We tend to set daily budgets high on these campaigns, as we want to show ads to everyone on our remarketing lists. As mentioned above, the fact that these lists consist of people that have already seen your video ad, they are pre-qualified to a degree and highly valuable targets.
Watch your conversion results to make sure Display Remarketing delivers for your brand and your unique offer.
…And into the Email funnel
Now that you have landed the MQL, you have permission to use the old faithful marketing favorite, email sequencing.
Getting viewers to this phase is the whole purpose for most paid marketing campaigns.
At this point, you can nurture your lead towards a purchase on your own terms, without an advertising 3rd party.
Continue to provide value with each interaction and your new users will quickly become loyal customers.
For our full playbook on Campaigns with multi-level remarketing, enter your email address here.
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