YouTube provides a powerful platform for reaching clients and increasing the effects of PPC advertising.

© Photo: Getty Images. Illustration: Chloe Krammel
YouTube provides a powerful platform for reaching clients and increasing the effects of PPC advertising.

YouTube provides a powerful platform for reaching clients and increasing the effects of PPC advertising.

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Paid search is a targeted marketing strategy designed to help you find users who have moved through your funnel and are ready to convert. Users who are problem-aware and also solution-aware are likely more brand-aware–and those are precisely the people who make paid search an effective ROI producer for many businesses.

However, there are some limitations. For example, there aren’t endless people who are in the low-funnel category and actively searching.

It’s up to you to figure out how you can maximize potential and reach to achieve better-paid search results. The answer is to create a full-funnel approach that considers the entire journey.

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Even though you may have on blinders–remaining focused on your higher-converting, lower-funnel efforts–you can’t overlook the importance of implementing upper-funnel strategy. One method to target these upper-funnel customers is YouTube advertising.

Why Use YouTube?

There are a few reasons YouTube is effective. Advertising here can supplement your existing paid ad efforts. There are three to know about:

1. It’s Huge

YouTube has more than two billion users. This gives it one of the biggest audiences of all social-media platforms.

2. Targeting

YouTube makes it easy to target your ideal customer. This gives you powerful opportunities to direct your content to those who are qualified to see it.

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3. Low Cost

Advertising on YouTube is extremely affordable. This is especially true when you consider the quality of the views you can receive.

Getting Started with YouTube for PPC

If you want to ensure your YouTube strategy helps your PPC efforts, knowing what to do is key. Some tips to help you are highlighted here.

The Audience

YouTube offers several targeting strategies. Thanks to a large amount of content being viewed on YouTube, you can get granular without having to limit your reach. Some targeting strategies to consider include:

• Custom intent audiences
• Affinity audiences
• In-market audiences
• Custom affinity audiences

If you layer these options, you can reach the right people for your campaign.

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Video Content

The content in your videos and the way they are formatted needs to reflect your goals. There are a few ad format options offered by Google/YouTube. Some of these video options include:

• Non-skippable video ads: Seen before a video, and a viewer must watch them before accessing the primary video.
• Skippable video ads: Seen before a video but can be skipped after just five seconds.
• Bumper ads: Shorter ads that last just six seconds before the main video can be viewed.

When creating your videos, make sure you have a call to action, create a hook early in the video, and include your logo or brand name as early as possible.

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When you leverage YouTube videos and implement your PPC ads in these ways, you can help move people through your sales funnel faster and more effectively than before. If you need help with this, contact the pros.