One of the biggest challenges when setting up a video advertising campaign is ensuring that your ads are being presented to an audience that is likely to be interested in what you have to offer. Remarketing offers a powerful way to target your YouTube video ads to only those people who have already indicated an interest in your video content. Read on to find how to setup your first YouTube remarketing campaign.
Adding people to your remarketing list
When someone interacts with your YouTube video or channel you can add them to a remarketing list. You will then be able to target your YouTube video advertising to those people who have already indicated that they have an interest in your video content.
- If someone has watched one of your YouTube videos
- If someone interacts with your videos in someway such as liking it, leaving or commenting or choosing to share it
- If someone watches one of your TrueView in-stream video ads
- If someone chooses to visit or subscribe to your YouTube channel
Benefits of YouTube Remarketing
Engage with prospects during their research phase – The internet has empowered consumers by making much easier for them to research solutions to problems that they are facing or to compare different products. While a prospect is researching the best solution for their problem your videos may be only one of many that they view. Unfortunately it is often one of the last interactions that a prospect has which will be the one that they decide to commit to. Remarketing enables you to market to these prospects during this research phase and continue to expose them to your marketing message.
Provide the information that they need to make a purchasing decision – Through making intelligent use of your remarketing campaigns you can present a relevant video which will take them to the next stage of the buyer’s journey. So for example, you could set up your remarketing campaign so that once someone has viewed once someone has viewed one of your “how to” videos which indicates that they are interested in a specific solution you show them a product demo video which moves them to the next stage.
Improved return on investment (ROI) on your video marketing spend – In comparison to traditional search ad campaigns the average CPM’s on a remarketing campaign can be relatively inexpensive, but often with a comparable conversion rates. This can make remarketing a cost effective approach for maximizing your video marketing budget.
How to Create a YouTube Remarketing List
In order to use YouTube remarketing you will first need to setup an Adwords account. Next you will need to link your YouTube and Adwords account. Once you have linked these two accounts follow these steps to create your remarketing list.
Step 1: Click on the Shared Library link in top left navigation menu
Step 2: Click on the Audiences tab from the drop down menu
Step 3: Under the menu marked Remarketing List select YouTube users and click on Create List
Step 4: Select the list type and the YouTube channel
Step 5: Fill in the remainder of the form provided
Step 6: Click on Create List.
Using your remarketing list as part of an existing campaign
To do this click on the “All campaigns” from the drop down menu and select one of the existing video campaigns.
Step 1: Select the Video Targeting tab.
Step 2: Click on the Remarketing sub tab.
Step 3: Choose your ad group and then Select ad group from the drop down menu.
Step 4: Choose the remarketing list that you want to add and then click save.
Using a remarketing list as part of a new video campaign.
Step 1: First click on the campaigns tab inside of your Adwords account
Step 2: Then click on the +Campaign option
Step 3: Select Video as your campaign type
Step 4: Create a new video campaign selecting from the appropriate options
Step 5: From the Targeting tab you want to click on the Remarketing option.
Step 6: Look for the Remarketing list that you want to use and then click on the double arrows to select the appropiate list.
Step 7: Click the Done button and your new campaign is complete.
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