Google recently announced a new feature that will allow advertisers to retarget users who have searched for specific keywords on its search engine, via video ads on YouTube.
As part of the a shopping journey, whether shopping for products or services, more and more online users are searching on both Google and YouTube before making their purchasing decisions.
Advertisers who want to target people who have performed specific searches on Google without being limited to Google Adword’s sponsored links, display campaigns or Google Shopping Ads will soon be able to set up dedicated YouTube video advertising campaigns.
This will retarget Google searchers when they visit YouTube.
For instance, a user searching for the keyword, “webmarketing agency” in Google may, upon his or her next visit to YouTube, be offered a video ad of a webmarketing agency that has implemented this new type of campaign.
Also known as “Custom Audience Intents,” advertisers wishing to test this new advertising format will only have to create a list of keywords to target their video campaign from the new AdWords interface.
This new tool is ideal because it allows businesses to build audiences who, more likely than not, intend to buy the products or services you offer, whether now or in the foreseeable future.
According to Google, this new option for advertisers is particularly appropriate and recommended for associating with TrueView for action video campaigns that combine custom call-to-action with advertising videos.
By taking advantage of this new feature, businesses will be better able to:
• Retarget current and potential customers
• Improve return on investment by showing video ads to interested audiences
• Reacher a wider potential target market
• Adjust settings to ensure retargeting ads are appropriately targeted
The first step in remarketing is to link your YouTube channel to your AdWords account. Once the two accounts are linked, you can then create remarketing lists designed to reach people who have done the following on YouTube:
• Viewed any video from a channel
• Viewed certain videos
• Viewed any video (as an ad) from a channel
• Viewed certain videos (as ads)
• Subscribed to a channel
• Visited a channel page
• Liked any video from a channel
• Added any video from a channel to a playlist
• Commented on any video from a channel
• Shared any video from a channel
Then, when creating new campaigns (or even for old ones) you can use these lists in your targeting setting, which can be managed any time.
8 Ways Media is a leading Swiss digital marketing agency with a vast international presence. Its team of experts specialises in SEO, Google AdWords and all things related to Google. To learn more about how we can help grow your online presence and maximise your return on investment, contact us today.
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