How to boost conversions from YouTube ads
Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.
YouTube is an immensely popular video-sharing social media website. Created in 2005, this amazing website is a subsidiary of Google. YouTube is also a highly effective business tool.
YouTube is used as a brand building tool. Unfortunately not many businesses know that YouTube ads do convert. Most of the time it is cost-effective. YouTube advertising should be an integral part of your marketing strategy.
You can choose from a range of advertising options. TrueView In-Search and In-Display Video ads are known to convert well. They offer a competitive CPA and high return of ad spend.
Here are some tips on how to make the most of your YouTube ad campaigns.
It is advisable to leave the 30 second videos for YouTube InStream ads. Longer videos work well for TrueView In-Search and In-Display Video ads. Videos that are around two minutes long can engage viewers.
There are cases of even videos more than 20 minutes succeeding. It is important to test different lengths. Always keep an eye on YouTube Insight stats. Track the drop off times to ensure that you have maximum attention when it matters most.
After uploading your video, work on the channel page. It should include all relevant information about your brand. Share links to your key landing pages or social media sites. What ever to include here should compel your viewer to watch your videos.
Not many people make the most of the Clickable Channel Banner. It is advisable to upload a banner that has clear call to action. This banner is like a free ad. Use it to increase the chances of conversion.
One of the keys to success in any online venture is effective keyword research. In case of YouTube, since it is higher up in the sales funnel, it is advisable to go for keywords related to the discovery stage.
It is advisable to use keyword tools like Google AdWords Keyword Tool. Choose keywords that have more monthly searches and low or medium competition. While setting up ad groups, go with broader keywords and shorter keyword phrases.
Most often, average CPVs are cheaper than average CPCs on search. These keywords will not be very expensive on YouTube. It is a good idea to use YouTube Keyword Tool.
To improve click-through rate it is advisable to test the different video thumbnail image choices that AdWords provides while setting up your ad. Select the option to have your video play on your channel page, not on your watch page.
By doing this, you are making it possible for your channel banner call to action and the authority-building content to show up each time the ad is clicked. This will result in more conversions.
Annotations enable you to add commentary at any point in the video. It is advisable to showcase a call to action, with a link to your site at key points during the video.
YouTube is essentially a social media website. You need to interact with other members. Respond to comments and questions. If any one has any complaint about any of your products or services, resolve them on priority.
By implementing the above-mentioned tips you will be able to boost your conversions significantly.
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