Category Archive Digital Advertising Marketing

Let's discuss the target methods you can use in your campaigns for Youtube advertising:

1. Placements
Placement targeting allows advertisers to pick specific videos they would like to appear on. The main advantage of placements targeting are:

You can pick highly relevant videos
You spend money only where you have a higher chance to convert
You will be able to control bids on the placements that are likely to make the difference for you
This method also holds many disadvantages:

Volume might be small
CPCs are higher due to a lower amount of available impressions
The campaign will be difficult to scale up

2. Topics
Each person has different topics of interest and being able to target those topics allows you to target a relevant audience while generating volume.

The main advantages of topics targeting are:

Large impression availability
Targeted, but not too narrow
Good CPC compared to placements targeting
The main disadvantages are:

Lower conversion rate than placements targeting
It doesn’t guarantee websites talking about your topics will be relevant to your business
It might be too broad for items targeting specific niches

3. Contextual
Contextual targeting works with keywords and helps identify pages whose context fits the context of your keywords. Picking the right keywords becomes key to the success of this campaign type.

The advantages of a keyword driven display campaign are:

It allows you to target contexts relevant to your business
It is a good way to scale up campaigns at a low CPC
The main disadvantages are:

It might not convert very well at first
It needs a lot of negative placements to make sure the campaign doesn’t invest money on bad websites.

4. Remarketing
This is one of the most effective ways to target people on YouTube since it is based on targeting people who have already visited your website without converting.

Remarketing is extremely powerful and its main advantages are:

High conversion rates
Extremely relevant to the users
It can be customized based on users’ behaviors on the site
Remarketing doesn’t have many disadvantages:

You need to make sure not to target irrelevant users, such as people who bounced right away from your site
It might become too invasive if it has no caps on impressions

5. Interests
Interests can be found in the same place where you add a remarketing list:

Interests include:

Affinity audiences: This option allows you to target large groups of people based on their long-term interests
In-market audiences: This option targets people who are actively shopping in the market for your products or services
The main advantages of interest targeting are:

Possibility to reach out to a large number of targeted users
Lower risk to target irrelevant users
It focuses on the user behavior and not only on page content
The main disadvantages are:

It might still target audiences that aren’t relevant enough

6. Demographics
This target option speaks for itself. It allows you to target users based on age and gender. Additionally, Google introduced an additional targeting layer which consists of targeting a parental status. Here is what the end result looks like:

Demographic targeting has a few powerful advantages:

It helps exclude people who aren’t relevant to a business
It allows you to customize bids by age, gender, and parental status
The main disadvantages are:

It general and targets too many irrelevant users for businesses that don’t aim to the masses
If you get a lot of traffic from “unknown” users, you won’t be able to optimize based on performance and you will be running blind

7. Combination of Targeting Methods
This is certainly one of the most interesting targeting options since it allows you to take the best of each targeting method and reduces targeting disadvantages, since different methods compensate for the flaws of others.

The best practice is to combine two to three targeting options, but no more, to avoid limiting your audience too much.

Conclusion
With the ever-increasing demand for video, you can never know too many ways to get your ads in front of the right audience. However, not every business has videos ready to go and banners are a great way to get started with YouTube. Get in touch with us at Entwined Media and we will help you in these tips to increase sales and brand awareness across Youtube.

Hey! It’s time to chat about goals.

Every business has different objectives. It’s good to know exactly what you want to achieve online, as it can help you set the right priorities and put your plan into place. Because you don’t want to feel too overwhelmed.

There are lots of clear ways digital can help your business. Such as, building relationships on social networks, selling online, finding new customers. Or even keeping existing ones.

It’s good to start by asking yourself a simple question: why, exactly, do I want to be online?

Imagine you own a hair salon. Your ultimate goals could be: to cut more people’s hair, sell more premium services than the standard haircut, and sell more of the products you offer.

But before anyone can walk through your door, they have to know you exist.

This is a great goal that digital can help with.

So let’s start with that one: getting the word out in the digital world.

One easy win is listing your business in local online directories. So, when people look for hairdressers on search engines, or online maps, your business will show up.

Then you might decide to build a website to share information about your business. This could be things like, your opening hours, your location, your prices and the services you offer. Maybe even photos and videos that could entice new customers to walk through your door.

You could set up a social media page- like on Facebook, Google+ or Twitter where you could post photos of your creations, offer special deals and really connect with your customers.

As you start achieving these goals, and more people become aware of you. Your goals may naturally evolve and you might want to shift your focus toward turning visitors into paying customers.

You could add new features to your site. Things like online appointment scheduling, a “reviews” section where people can say nice things about you, or even an ecommerce store to sell your hair and beauty products online.

Now that you’re using digital to attract visitors, and turn them into customers, you could start expanding your business by investing in online advertising.

Whatever your ultimate digital goals are, or where you currently stand, your priorities will naturally change and grow with your business.

Now to make sure you’re meeting your objectives, it’s really important to measure your progress along the way.

This is called “analytics”. Analytics lets you know what’s working well, and what could be tweaked.

At Entwined Media we can help you this so as to achieve your online success. Before you dive into the digital world, think about exactly what you’d like to achieve. Then, prioritise different online opportunities to help you accomplish your goals.

Talk to us and, we’ll help you plan. First, by looking at different ways you can establish a digital presence.

Next, the different ways to market yourself online.

And lastly, how you can measure and improve your digital endeavours.

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