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NOW ONIs YouTube advertising a good digital marketing strategy for your business? Well, the answer is yes, yes it is because regardless of what business market or industry you're in, YouTube ads are easily one of the most cost-effective and potentially profitable forms of advertising available to you today as a business owner, entrepreneur, or a digital marketer. Sure, YouTube advertising does have some associated challenges and some barriers to entry, mostly the video part, but that's a good thing because it keeps other people out and it keeps it a little less competitive, meaning costs stay low and potential return on investment stays nice and high. And that's what this video is all about, helping give you the tools and strategies and tactics to succeed with YouTube ads today.
Hey there, my name is Adam Earhart, marketing strategist, and welcome to the marketing show. With so many different online marketing tools and advertising networks and social media networks in general, why even take a look at YouTube ads today? Well, over my years and after nearly a decade of running all kinds of different ads including Facebook ads, Instagram ads, LinkedIn ads, Taboola, Outbrain, Google ads also Bing and Yahoo, Spotify, I've run a lot of ads and I'm just absolutely in love with YouTube ads right now for a number of reasons that I'm going to cover very shortly, as well as arming you with the tools you need to succeed on the platform today. Now, like all ad platforms, there are some good things and some bad things associated with YouTube advertising. The good things being a lot of the reach and the targeting options, and the freedom and the control and the potential profitability. The bad things being all of those barriers to entry, including the fact that it's run on the Google Ads interface, which is a little harder to use than, say, Facebook or Instagram ads. As well as the fact that to run YouTube ads, you kind of need a video. But one of the biggest reasons that I want to push you in the direction of at least taking a look at YouTube advertising is simply because one is the most dangerous number in business. Whether this is having one product or service, one kind of offer, one kind of business model, or one kind of traffic channel or advertising platform.
Another reason that YouTube advertising and the fact that it's powered on the back of the Google Ads manager is such an amazing thing to have here is because it's triggered by search intent. Now, rather than a discovery platform like Facebook or Instagram where someone just shows up and starts scrolling through their newsfeed, not necessarily searching for anything, well Google and YouTube, people typically go there with intent. With the desire to search something out, to type in a few keywords, and they want content that is delivered to them in relation to those keywords. This is amazing for you as an advertiser because what it allows you to do is to tailor and to target your YouTube ads directly in front of people who are showing an explicit interest or desire, or sort of the really, the desire to go out there and get more information. This is huge. I mean, just think about it for a second. You've got the option here to find somebody that's looking for, say, fitness products, and then put fitness products right in front of them.
And then the third step to success is really figuring out your budget. Now, different businesses and different companies and different markets and industries are going to want to set different budgets, and they're going to have different objectives for their YouTube advertising. It could be something like acquiring an email address in exchange for a lead magnet, could be getting somebody to watch a webinar, could be getting someone to walk into a store for a brick-and-mortar location. Whatever it is, you want to be very clear about what objective you're trying to achieve, and then making sure that you've got a sufficient budget for them. For example, if you're simply trying to collect an email address in exchange for a lead magnet, well then you can probably budget a few bucks, maybe five, maybe ten at most, in order to get that lead. On the other hand, if you're trying to make a purchase directly, well, you're going to need to be spending a whole lot more, and you probably want to build out a proper marketing funnel.
The second component to success is all about messaging with a YouTube ad. Probably no surprise here, but you have a very limited time span, normally about five seconds, to hook them, to grab their attention, and to make sure that they don't click that scary little skip button. Now, on that one right there, this is why the beginning of your YouTube ad should call out your ideal target market directly, get right to them, let them know that this is for them, and let them know if it's not for them. So all of the people that you don't want to be watching your ad and wasting your money, well, they can click skip and you won't be charged for the ad. After all, there's absolutely no point in paying for an ad that is irrelevant or totally not for the kind of person that you don't even want it to be for. So again, the key here is to hook your ideal target market quickly, make sure you're being direct, make sure that you're saying something relevant, make sure you're saying something intriguing, really craft out that ad, hook them in so they'll watch the ad and then take action.
Q: Are YouTube ads a good digital marketing strategy?
A: Yes, YouTube advertising is considered one of the most cost-effective and potentially profitable forms of advertising available today.
Q: Why choose YouTube ads over other platforms?
A: YouTube ads offer reach, targeting options, control, and potential profitability, along with the advantage of being less competitive due to barriers to entry.
Q: What is the power of Google in YouTube advertising?
A: YouTube advertising, powered by Google Ads, benefits from search intent, allowing advertisers to target their ads directly to people actively searching for related content.
Q: What is the importance of budgeting and objectives in YouTube advertising?
A: Setting clear objectives and allocating an appropriate budget is essential for successful YouTube advertising, depending on the desired outcome and target audience.
Q: What are some targeting and messaging strategies for YouTube ads?
A: To succeed with YouTube ads, it is important to craft a compelling message within the first few seconds to capture the target audience's attention and encourage them to watch the ad without skipping.