Mason Interactive recently hosted a webinar in partnership with Google. The goal of the webinar was to give attendees some pointers about how to boost their marketing with YouTube. The virtual event was hosted by Stephanie Chan, Agency Development Manager at Google, and Adrian Padron, Director of Media at Mason Interactive. Stephanie and Adrian covered a lot of useful material and we don’t want you to miss out. Continue reading for webinar highlights.
Who Should Advertise on YouTube?
YouTube is an ideal landing place for performance and branding marketers alike. After all, they have the same goals: to elevate their brand and stand out. Whatever your goals, whether your budget is big or small, YouTube is the advertising platform for you.
Stages of Engagement and the Marketing Funnel
Your audience members are all at different stages of the decision-making process. Their “journey” begins even before they think they will need your product or service. To get results, you need to connect intelligently with your audience at every stage of the funnel. There are 4 ways to do it:
- Show up at every stage of the buying cycle
- Find your best audience
- Target them to reach your goal
- Measure growth at every step
As Stephanie points out, “The consumer journey is a lot more fluid than it used to be.” That’s why it’s called a funnel, and it consists of awareness, consideration, and action. Engaging your audience in the funnel can be complicated, but doable.
Selecting the Right Ad Format For Your Goals
To effectively meet your goals, you need the right ad format. The best way to tell a story and get your brand out there is with CPM formats. Of these, mastheads are the most effective. With the ability to get your brand on the homepage of YouTube, these generate the “largest awareness, largest reach, with the biggest impact,” reports Adrian. Stephanie adds that you can target specific demographics this way, too.
YouTube gives you three ways to engage your audience through mobile-friendly video ads: TrueView In-Stream, TrueView Discovery, and TrueView for Action. Stephanie adds, “they’re really great formats because they live in a lot of places across the internet.”
Using Key Performance Indicators to Manage Your Ad Campaign
To see how your YouTube ad campaign is faring, it’s essential to measure your performance at each stage of the decision-making process. Keeping track of clicks, conversions, store visits, and the like will help you gauge your performance. You can customize your metrics for more specific measurements. It’s also important to look at the bigger picture. As Stephanie reminds us, “If you focus too much on short-term growth, you will end up peaking early and petering out.”
YouTube marketing raises brand awareness, lifts purchase intent, and can drive hard conversions. Adrian tells viewers that they can use all the tools available to develop a “fully fleshed-out marketing strategy within the YouTube ecosystem.”
To learn more about harnessing the power of YouTube to get the results you want, contact us for a one-on-one consultation.