Hardly encounter marketers who have YouTube retargeting on their digital marketing strategy. People attempt this once and usually ‘are not ready’ to waste their money for an existing customer. Why is that? Absence of knowledge or interest? In this post I would like to fight this unwillingness to attempt new features and describe this remarketing feature for everyone (a pretty tough task knowing the variance in backgrounds and purposes in our professional lives).
Adwords for YouTube: Remarketing Plan
Let’s start with the basics. Retargeting help to re-engage your customer and assist every stage of the change funnel. It is as simple as that. When creating movements in Google AdWords for YouTube, you can apply the standard customer (provided by Google) and custom tailored to focus on YouTube. What’s a customer? People with similar watching history, similar behaviors, or simply the visitors of your webpage. For this post, we will focus on the customer segments provided by YouTube, which are:
- Viewers who shared your videos
- Viewers who liked your videos
- Viewers who subscribed
- Viewers who commented on your videos
- Viewers who watched one exact video
- Viewers who watched one exact video as an ad
- And combinations of this lists (can be changed and created manually)
Sequential retargeting, one kind of remarketing, permits you to segment your customer into different kinds and also include and of course exclude, different parts of that customer based on the previous actions they’ve taken. For example, a viewer who clicks on the ad can be shown one version, while another vewer who not only clicked on the ad but also add a product to the shopping cart can be shown another version.
5 Methods to Use Sequential Retargeting on YouTube
Let’s imagine you run a small local company – you and one of your partner pals run a car converting business getting old garbage on wheels, and making it electro. An easy idea – you begin filming the process, and publishing these chapters on your channel. Someone likes it. Someone share it. After some time you’re able to buy the garbage, fix it and sell as your own inventory. You take a place to store these little VW bugs and they really make your storefront still. How to trade these cars? That is where your growing channel can help.
If someone likes something – they share it. A shared video gets additional watches, and the content is good, subsequent video content from the channel gets a larger chunk of coverage because of growing amount of followers. But the process may take years to bring a substantial maintain for your business. To make it faster and more productive we should use retargeting for our YouTube customer. Let’s consider how:
1) We can publish a series of chapters about the new plan you build gradually revealing the details about it in each next episode. Using the so-called “sequential” retargeting you can show each new episode to the watchers of the previous episode only. This will urge watchers to watch all of them but you will not be sure that they will not miss an episode making them unsatisfied and lazy to follow the sequence further.
2) You can target your preroll video ads and announce the secret program to the subscribers only forcing everyone to concentrate your channel in order that keep up with your updates. This makes everyone feel themselves special and ‘selected’. Good plan. And you can make these videos public and obtainable for everyone after you publish the last chapter of the series.
3) You can make an interactive game and pay some money running the first video in the sequence as a preroll ad for your customers.
4) You may target likers, commenters video viewers, mix these lists together (it makes sense for you)
5) You can negatively target the existing watchers of your channel in your new YouTube advertising plan if you try to reach new someone (potential customers, viewers, subscribers etc). For example you gain more customers and you run a plan targeted to technophiles in Austin (you understand from your YouTube Analytics that this city does not really know about your business) and you exclude someone from the targeting who already viewed your videos. Does it make significance?
Sequential Retargeting Advises
Sequential retargeting is a huge video advertising opportunity that many brands are not picking up on. If you’re part of a marketing team there are something to seriously consider if you want to test this approach:
- Establish your frequency cap and limit ad impressions per viewer. There is such a thing as overkill.
- Target your plans locally. I do not think your ecar should be interesting for your partners in Somali. This is not year at least.
- Think about your customers and try to group videos into groups to make ‘look-alike’ customers. Deliberate negative retargeting when your financial plan is limited, you really do not have much money to show the ad
- Stay pertinent. Your VR (View rate) should be your king (in case that is your KPI but that is another story)
- The value of retargeting is so underrate so it is difficult for me to begin pitching it to my audience. Audience education is not the best task we have in our specialized life but if you get it done properly…dude. Everyone is hooked then.