We hope you've been following our YouTube blog series, and if you have, you already know why you should shift your advertising dollars from TV to YouTube. We've shared that moving marketing dollars from TV to digital video advertising is important, but it is not the only thing to consider. Another very important piece is thinking about the creative that you'll be using to capture your audience's attention.
Let’s take a look at three ways you can increase engagement with your digital video ad and get the most out of your marketing dollars.
1. Add a Call to Action button
One way to gain user engagement and landing page views is by adding a Call to Action (CTA) button or overlay to your video. Netsertive adds an overlay and end card with CTA buttons to all of our localized videos to drive viewers to our customers’ landing pages. We found a 103% increase in conversions and 82% decrease in cost/conversion when adding a call to action and overlay to our videos compared to the same videos without those components.
2. Link your Google Ads campaign to your YouTube channel
Another great way to track engagement is by linking your Google Ads campaign to your YouTube channel. Once the two are linked you can track engagement through the YouTube Earned actions metrics in Google Ads. YouTube Earned will show you whether a user took another action after being served your video ad. Earned actions include watching another video on your YouTube channel (this would be shown through Earned views), following your YouTube channel (Earned subscribers), liking a video on your YouTube channel (Earned likes), and more.
If you are seeing a large number of Earned actions, your campaign is likely resonating with your target audience and your YouTube channel has the right content to engage them further. If you don’t see any Earned actions you might want to consider changing the content on your advertising campaign and/or your YouTube channel.
3. Make your video relevant to your audience
It may seem obvious to make your video relevant to your audience, but it can be difficult to know how to do it. Netsertive ran a test comparing localized videos showing the area served (nearest the YouTube user) to non-localized videos using the same video ads. The localized videos increased conversion rate by 161%, which supports a Google study that found individuals are more likely to engage with your video and take action if it is relevant to them.
In addition, a strong targeting plan with geography components like area served, location and other local details can improve the likelihood of your video being served to consumers that will find it relevant.
Learn more about our new video advertising solution.