During this time of social distancing, more advertising dollars are shifting to video and valuable audiences become available for additional and future targeting. Although click through rates on video ads are low, those viewers are not lost when your video ends. Follow these steps for capturing and remarketing to an audience of users who have viewed your videos.
First, be sure that your account allows you to capture a video viewer audience. Sign into your YouTube account, navigate to the Creator Studio > Settings > Channel > Advanced Channel Settings and uncheck the option for “disable interest-based ads.”
From the Google Ads interface, segment the audience in the audience manager. You can choose to capture an audience based on various conditions, for example, an audience of only users who have viewed a particular video ad, a particular video, or even any video from your channel at all.
These video viewer audiences are only eligible for targeting in a handful of campaign types. You can:
- Layer this audience for RLSA targeting in a search campaign
- Remarket to them in a Gmail campaign
- Hit them with a different video
While consumers are home doing their part to prevent the spread of COVID-19, they’re flocking to video content. With an effective video marketing strategy in place, digital marketers can capture value that will pay off down the line. The SEOM team is working remotely and we’re available to help your business during this time of uncertainty. Let us know how we can help.