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What is Social Media Marketing?

Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.

The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

There are also a range of social media management tools that help businesses to get the most out of the social media platforms listed above. For example, Buffer is a platform of social media management tools, which can help you achieve success with your social media marketing. Whether you want to build a brand or grow your business, we want to help you succeed.

The Five Core Pillars of Social Media Marketing

 

1. Strategy

Before you dive right in and publish something on social media, let’s take a step back and look at the bigger picture. The first step is to think about your social media strategy.

What are your goals? How can social media help you achieve your business goals? Some businesses use social media for increasing their brand awareness, others use it for driving website traffic and sales.

2. Planning and Publishing

Social media marketing for small businesses usually starts with having a consistent presence on social media. Close to three billion people (3,000,000,000!) use social media. By being present on social media platforms, you give your brand an opportunity to be discovered by your future customers.

Publishing to social media is as simple as sharing a blog post, an image, or a video on a social media platform. It’s just like how you would share on your personal Facebook profile.

3. Listening and Engagement

As your business and social media following grow, conversations about your brand will also increase. People will comment on your social media posts, tag you in their social media posts, or message you directly.

People might even talk about your brand on social media without letting you know. So you will want to monitor social media conversations about your brand.

4. Analytics

Along the way, whether you are publishing content or engaging on social media, you will want to know how your social media marketing is performing. Are you reaching more people on social media than last month? How many positive mentions do you get a month? How many people used your brand’s hashtag on their social media posts?

5. Advertising

When you have more funds to grow your social media marketing, an area that you can consider is social media advertising. Social media ads allow you to reach a wider audience than those who are following you.

Easy to Follow 7 Step Facebook Marketing Strategy That Works

Why Do You Need A Facebook Marketing Strategy?

With two billion people who use Facebook monthly, it is by far the most popular social media platform.

However, you’re going to need an excellent Facebook marketing strategy if you want your business to stand out among the 50 million businesses on Facebook!

7 Steps On How To Build Your Facebook Marketing Strategy

Now here are all seven steps in detail so you’ll have all the information you need to get started on your Facebook marketing strategy:

1. Set Goals
2. Pinpoint Target Audience
3. Set Your Budget
4. Plan engaging content
5. Plan equally engaging ads
6. Monitor daily
7. A/B Split Test

1. Set Goals

The very first step in your Facebook marketing strategy should be to set goals.

2. Pinpoint Target Audience 

Facebook marketing is useless if you aren’t reaching the right people. That’s why getting the right target audience is so important!

Whether your target audience consists of grandmas, gamers, or graphic designers, odds are, they’re on Facebook.

You can build a custom audience by clicking on the “Audience” section pictured below.

Next, click the blue “create audience” button on the left-hand side of the screen and select “custom audience” on the dropdown list.

When you create a custom audience on Facebook Advertising, it will first ask how you want to create your audience with a list of options.

The option you choose will depend on the amount of information you already have available to your target audience.

The first option on the list is to upload a customer file.

If you have a list of information on previous customers including names, phone numbers, and/or email addresses.

Facebook can use that information to generate what is referred to as a lookalike audience.

A lookalike audience is an audience composed of Facebook users similar to your current customers or clients.

This can be a great start and can be narrowed later on if the audience ends up being too large or you only want to target certain demographics.

Some other custom audience options include targeting people who have visited your website.

People who have previously engaged with your Facebook or Instagram page, and more.

These options are great if you already have a lot of engagement and want to turn your followers into customers.

Or, if you have a lot of website traffic and wish to retarget people who visited your site without making a purchase.

We will dive deeper into retargeting shortly.

If you don’t have a customer list, as many startups do not, you can create a custom audience from scratch.

To do this, you’ll want to select Saved Audience instead from the same drop-down menu where you selected Custom Audience.

You can now fill in the targeting information you desire and click “create audience” at the bottom of the window.

Once the audience has been saved, you can use that custom audience in future ad sets and tweak it as needed.

While creating your custom audience, pay close attention to the meter on the upper right-hand side that shows you the audience size.

Ideally, your audience should fall into the green range on the meter.

The red indicates your audience is too specific and the yellow indicates your audience is too broad.

Reaching as many active users as possible may sound great, but you should always refine your audience to just the most qualified people.

This is especially true for local businesses who offer services catered only to their local area.

A big pond doesn’t necessarily mean your Facebook ad campaign will catch bigger fish.

In fact, it may make it more difficult to find the right fish.

Analogies aside, you can narrow your audience if you think it may be too big. You can do so by clicking the “Narrow Audience” button as pictured below.

As you can see in the above image, this fairly large audience includes 2,000,000 people.

It includes people in the U.S. who are small business owners OR are interested in social media marketing.

If we click the “Narrow Audience” button, we can remove small business owners from the first section and add them to the new section.

This makes it so the audience consists only of small business owners who are also interested in social media marketing.

Narrowing the audience this way will lower it to 65,000 people.

On the other hand, if your audience is too small, you risk the same people seeing your ads over and over again without reaching new people.

As you can see in the chart below, Facebook tracks both “reach” and “impressions”.

Reach is the number of unique users who have seen your ads while impressions are the number of times your ads have been seen in total.

If your impressions are higher than your reach (as they often are when your ads have been running for a while).

That means some of your audience members have seen your ads more than once.

If your number of impressions is way higher than your reach.

It may be a sign that either your audience is too small, or just that you’ve exhausted your audience and it’s time to work on a new one or refresh your ads.

What if you aren’t sure who your target audience is already? Don’t worry! Facebook has tools for that, too.

Facebook Audience Insights is a fantastic tool to conduct research on the demographics of your competitors’ followers.

This will give you a starting point from which you can create your own unique target audience. For example, let’s say you own a pizzeria.

You can type in the names of popular pizza restaurants into the “interests” section of Audience Insights…

…to learn which types of people might enjoy your restaurant.

Once you’ve obtained the demographic information you need from Facebook Audience Insights, you can use it to build your own custom audience.

Earlier in this section, we mentioned the term “retargeting.”

Retargeting is when you target a set of ads towards people who have visited your website without making a purchase.

3. Set Your Budget

The next step in your Facebook marketing strategy is to plan your monthly budget.

As the old saying goes: you have to spend money to make money. This has never been truer when it comes to your Facebook marketing strategy.

This social network is a very money-motivated platform.

4. Plan engaging content

Now that you have your goals and target audience in mind and your budget planned, it’s time to begin drafting content to post on your Facebook page.

hen selecting images and videos for your posts, remember these simple tips:

1. People’s eyes are naturally drawn to images with faces in them.
2. Bright, high-resolution images are vital!
3. Stay away from cheesy stock photos.
4. Only 15% of Facebook videos are watched with the sound on. Make sure your video conveys the right message even without the use of sound.

5. Plan equally engaging ads

Many of the same strategies behind creating engaging Facebook content can be applied to creating quality Facebook ads.

You will want to keep the same tips in mind about using bright.

Clear images with faces in them and videos that convey meaning without the need for sound.

6. Monitor daily

Once you have your posts planned and your ads created with an efficient budget.

The next step of our Facebook marketing strategy is to begin monitoring your Facebook account.

We recommend monitoring your account every day to respond to comments or messages on your Facebook Messenger.

And make sure all your scheduled content is posting properly.

It’s no secret that people love interacting with brands.

In fact, 71% of consumers who have had positive social media interaction with a brand are likely to recommend it to others!

7. A/B Split Test

Now that your Facebook marketing strategy has gone into effect, you have to continually optimize everything.

The key to an effective Facebook marketing strategy is A/B split testing.

This is when you compare small variations of a strategy to figure out which aspects work the best.

Facebook provides plenty of useful metrics for A/B split testing to help you easily optimize your Facebook marketing strategy.

To access Facebook insights, simply click onto your Facebook page and click “Insights” on the top bar, right next to “Notifications.”

Facebook Ads Manager will provide you with statistics on cost per click, click-through rate, total ad reach, and more!

Wrapping Up

You may want to consider using third-party software for a more in-depth analysis of your ads.

Many social media marketing companies can provide you with unique metrics and professional analyses.

 

How to Create Instagram Ads in Ads Manager

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When you're ready to run Instagram ads, start in Ads Manager and select Instagram as a placement. You don't need an Instagram account to run ads on Instagram. You can use your Facebook Page or a connected Instagram account (if you have one).

Before you begin

·         If you'd like to connect your Instagram account to Ads Manager, you can add it to your Business Manager or connect it through your Page's settings.

·         Prepare images or videos that you'd like to include your ad.

·         Determine which Facebook advertising objective aligns with your marketing goal.

How to create Instagram ads in Ads Manager

To select Instagram as a placement for your ads:

1.    Go to Ads Manager.

2.    Select Create.

3.    Choose an objective that supports Instagram as an ad placement.

4.    Select Continue.

5.    Fill in the details for your ad set.

6.    At the placements section, you can select Manual placements and select Instagram to have your ads appear on Instagram. If you select automatic placements, your ad will run across a variety of Facebook placements, including Instagram to give you the best value for your ads.

7.    Select Continue.

You have now selected Instagram as a placement. You can complete your ad by adding details for your ad's identity, format and related links. Once you have filled in these details, you will be able to preview your ad before submitting it for review. Once your ad has been approved, it will appear on Instagram.

Twitter ads

bellow links

https://business.twitter.com/en/help/account-setup/ads-account-creation.html

What is an ads account?

A Twitter Ads account is how you can set up, run, and analyze Promoted Ad campaigns on Twitter. You must sign up for a Twitter Ads account at ads.twitter.com, after which you'll have a Twitter Ads account in addition to your organic account.

Your Twitter Ads account is linked to the handle you create it from. For example, if you have a personal Twitter account and a business Twitter account, log in to your business Twitter account and go to ads.twitter.com. From there, you can sign up for Twitter Ads and promote content on behalf of your business Twitter. Ads will show up as being "Promoted" from the handle of your Twitter Ads account.

Keep in mind there is no difference in the account creation process for Twitter accounts for personal use and Twitter accounts for business use. The difference is how you decide to use your Twitter account. 

Learn more about creating a new Twitter account.

 

 

Create your Twitter Ads account

In order to create a Twitter Ads account, your Twitter account must comply with our rules and policies. 

1. Go to Twitter.com.

2. Log in to the account that you want to promote Tweets from. This is the handle that your Twitter Ads account will be created for.

3. Once logged in, go to ads.twitter.com.

4. Select your country and time zone. Select the country whose currency you'd like to be billed in, and the time zone you'd like your campaign results to show up in. You cannot change these values once you've created your account.

5. You'll be brought to the campaign setup form or Twitter Promote Mode setup, depending on your choice at step 4.

6. Enter your billing information to complete your ads account and start your campaign.

 

Secure your Twitter Ads account

Account security is vital for advertisers. Our account security page provides full instructions for protecting your account. Here are some best practices:

1.     Link your account to a company domain email address. This will allow us to help if you ever need a password reset.

2.     The passwords for your login email address and your Twitter account should be strong and unique.

3.     Use login verification.

4.     Always make sure the URL is Twitter.com before entering your account information (email or password).

5.     Only authorize recognized applications and keep track of your account’s connections at your account applications page.

 

Twitter Ads checklist

1. Know the username and password for your Twitter Ads account. 

2. Designate a point-person with the authority to create and manage campaigns. If you're looking to have multiple people run and manage ads within your ads account, please read our page on multi-user login.

3. Make sure your profile is in top form by checking the following:

·         Your profile picture and header photos. Is your profile photo recognizable? Does your header photo represent your business? Customize them to showcase the personality of your business here.

·         Your bio. Make sure to include the name of your business, location, and website URL. Be sure to explain what you do in a clear and informative way.

4. Learn how others have used Twitter Ads to drive business results in our advertiser success stories.

5. Follow @TwitterBusiness for relevant updates.

 

What is YouTube Advertising?

YouTube advertising, done through Google Ads, is a way of advertising your video content on YouTube or in search results so you can maximize your user reach. This could be your video playing before a user views another’s video or showing up in YouTube search results for people to watch in full.

Types of YouTube Ads

There are six types of YouTube ads:

1.     TrueView ads

2.     Non-skippable instream ads

3.     Bumper instream ads

4.     Sponsored card ads

5.     Overlay ads

6.     Display ads

Before you begin creating your first campaign, it’s important to understand each YouTube ad type. That way, you can tailor your ad for the format you plan on using.

Let’s get to know each of them.

What is a YouTube TrueView Ad?

This is the main advertising format on YouTube — and for that reason, we’ll be covering this type in more depth than the others.

TrueView ads give viewers the most control over the advertisements they see. Because of this, Google reports that eight out of ten viewers prefer TrueView to other in-stream video ad formats.

But TrueView ads are great for businesses too.

Advertisers only pay for TrueView ads when users watch for at least 30 seconds, watch an entire short video, or interact with an ad in some way, such as clicking on a call-to-action.

And because viewers can select the ads they want to watch and skip the ads they don’t, advertisers save money while also reaching a more interested audience.

YouTube states that the maximum length a TrueView video ad can be is 6 minutes and the minimum is 12 seconds.

Now, there are two main types of TrueView ads: in-stream ads and discovery ads. Let’s take a closer look at each of them.

TrueView Instream Ads

TrueView in-stream ads play before a viewer’s chosen video.

The image below features a TrueView in-stream ad from Unbounce:

In-stream ads also feature a small countdown timer and a link to the advertised site in the bottom left of the screen.

What’s more, TrueView in-stream ads have a companion banner ad that’s displayed in the right-hand sidebar above the suggested videos list.

The image below shows the companion ad for the Unbounce advertisement above:

Marketers are able to customize TrueView in-stream ads with calls-to-action and text overlays.

Next up?

TrueView Discovery Ads

TrueView Discovery ads appear within the Youtube search results and in the right-hand sidebar of watch pages above the suggested videos list.

The ads consist of an image thumbnail and up to three lines of text.

The image below shows a TrueView discovery ad for a movie trailer which is displayed above the organic YouTube search results:

Clicking on discovery ads will take users to the YouTube watch page or relevant channel page to view the video.

Why Should You Use YouTube TrueView Ads?

TrueView ads are a great way to reach your target market.

Firstly, they’re low-risk.

Remember, you’re only charged when viewers opt to watch your entire ad, view it for at least 30 seconds, or interact with the ad in some way.

This is awesome.

Because although 76% of consumers reflexively skip these ads, you can at least be sure your budget is being spent on interested viewers.

Secondly, because TrueView ads are opt-in, you aren’t restricted by time limits.

This means that you can experiment with different creative formats such as product demos, testimonials, or how-to videos.

For example, Grammarly has used testimonials and product demos in their TrueView ads to great effect. In fact, a massive 54.4% of their social media traffic comes from the site.

What’s more, according to Google, when brands use TrueView, they can see views of existing content increase by up to 500%.

Now, let’s check out the other forms of YouTube ads.

What is a YouTube Non-Skippable In-Stream Ad?

Non-skippable in-stream ads are essentially the same as TrueView in-stream ads except — you guessed it — viewers aren’t able to skip them. Because viewers have less control over these ads, they’re not considered ‘TrueView.’

It’s common knowledge that non-skippable ads are unpopular.

In fact, YouTube killed off the 30-second unskippable ad format last year. Today, non-skippable ads must be between 15 and 20 seconds.

The image below shows a non-skippable YouTube ad from Apple:

Non-skippable in-stream ads aren’t just played before videos.

There are also non-skippable YouTube ads that play part way through videos that are 10 minutes or longer — they‘re also known as ‘mid-roll’ non-skippable YouTube ads.

Unlike TrueView ads, advertisers pay for non-skippable YouTube ads on a CPM basis. ‘CPM’ stands for cost-per-mille, which means that advertisers pay a fee per thousand views.

So it’s especially important to hone your ad targeting so you don’t waste your budget advertising to poor prospects.

It’s also important to bear in mind the function of CPM advertising.

Whereas pay-per-click (PPC) advertising is ideal for converting prospects into leads, cost-per-mille (CPM) advertising is more suited to branding campaigns designed to achieve massive exposure, such as the Apple example above.

What is a YouTube Bumper Ad?

Bumper YouTube ads are the third type of YouTube video ad available to marketers. These non-skippable video ads play before a viewer’s chosen video and must be less than 6 seconds long.

Like non-skippable YouTube ads, advertisers pay for bumper ads on a CPM basis.

Many brands use them as part of a larger YouTube advertising campaign featuring other ad formats.

The image below features a bumper ad from HostGator:

Obviously, bumper ads aren’t an ideal format for stories, testimonials, or product demos. But the 6 second time limit can be a wonderful catalyst for creativity.

For example, check out this bumper ad from Mercedes:

 

For more inspiration, check out the YouTube ads leaderboard: Bumper ads edition, which showcases 20 of the top bumper ads from around the globe.

What is a YouTube Sponsored Card Ad?

YouTube sponsored cards appear within videos as small call-to-action (CTA) popups.

Sponsored cards are a very unobtrusive form of YouTube advertising. A small ‘i’ symbol pops up in the upper right-hand corner of a video and when a viewer clicks on it, the card expands.

In the image below, you can see the text that appears when I hover my mouse over the icon.

The image below shows the sponsored cards after I clicked the icon:

YouTube sponsored cards can showcase other YouTube videos, and products through Google Shopping.

Google has a handy guide to help you create a shopping campaign using cards.

What is a YouTube Overlay Ad?

Overlay ads are perhaps the simplest form of YouTube advertising. These are banner ads that appear along the bottom of videos.

The example below shows a banner ad from Hawkers:

Overlay ads can also be text-based like in the example below:

For more information on Overlay YouTube ads check out Google’s helpful guide.

What is a YouTube Display Ad?

Display ads are another simple YouTube advertising format. These ads have been around for a while and appear in the right-hand sidebar above the suggested videos list.

The image below shows a YouTube Display ad from Deeply:

These ads can also be displayed in different sizes like the ad from MAPFRE shown below:

Now that you understand the different YouTube advertising formats, let’s run through how to set up your first campaign.

How To Advertise On YouTube

Depending on your expectations how you advertise on YouTube will differ. YouTube advertising can be used to build brand awareness, influence the buying decision, grow sales, or increase brand loyalty. Video advertisements on YouTube can be used to drive these objectives in the following ways:

• Build Brand Awareness

Introduce your product to people who do not know much, or anything, about it yet. Target people who are interested in similar products and areas to you so you know there are commonalities. 

• Influence the Buyer Decision

Videos that justify why your product is the best option for your customer, including hard evidence to back it up, convert the best so capitalize on it.

• Grow Sales

Branch out to lookalike audiences that you have never targeted before and test new tactics. Research ways to link your product to others and start growing sales.

• Increase Brand Loyalty

Invite your customers to talk about your product in your videos and show prospects that you provide the best products and services in the business.

How to Create Your First YouTube Advertising Campaign

If you haven’t already, you’ll need to create your video or image, and the relevant ad copy.

For inspiration on creating a powerful YouTube video ad, check out the YouTube ads leaderboard. Every month, YouTube releases a rundown of the best YouTube ads from around the world.

Okay, let’s dive in.

Step 1: Upload Your Video Advertisement to YouTube

Before you start configuring your ad campaign, it’s best to upload your marketing video to your YouTube account.

You can do this by logging into your YouTube account and clicking the small camcorder icon on the top-right of YouTube. Then, simply click ‘Upload Video.’

You’ll be taken to the upload window where you can select the file you want to upload.

Be sure to fill out all of the necessary information like the title, description, and tags.

Step 2: Create a New Campaign in Google Ads

Once you’ve uploaded your video, you’re ready to set up your YouTube ad campaign.

First, go to your Google Ads account.

(If you haven’t already got a Google Ads account, check out this guide on how to sign up for an account.)

Once you’re logged into your account, click “All campaigns” in the left-hand sidebar. Then click the large blue “+” icon to create a new campaign.

This will take you to a window where you’ll need to select a campaign type. Currently, Google provides five options:

1.     Search

2.     Display

3.     Shopping

4.     Video

5.     Universal App

Once you’ve clicked “Video,” you need to select a single goal that corresponds to the main thing you want your campaign to achieve for your business.

For example, if you want to use YouTube ads to increase the number of visitors to your website, you would select the “Website traffic” goal. Then, as you continue to set up your campaign, you’ll see recommended features and settings that can help you to generate visits to your website.

To find out more about a goal option, simply hover your mouse over it.

And for more context, the chart below shows further details about video campaign goals and subtypes.

You can add or remove a goal at any time. And if you’d prefer, you can create your campaign without seeing a goal’s recommendations.

Step 3: Configure Your Campaign

Now, let’s configure your campaign.
Choose a Name
This is only for your internal use, so choose a name that clearly describes your campaign.

This will help you to easily identify the campaign when you start running multiple campaigns in Google Ads.

Set Your Budget
Start by setting the average amount you want to spend each day.

It’s best to start small at first. That way, you can test and refine your advertising campaign to ensure that you’re getting the highest return on investment possible.

You can also choose the standard or accelerated delivery method.

Standard will spread your budget throughout the day, whereas accelerated will show your ads at every available opportunity and your budget will run out faster.

To begin, opt for accelerated delivery. That way, you can quickly collect data that you can use to optimize your campaign.
Choose Your Start and End Dates
Simply input your start date and choose an end date (if you’d like one).

Select Your Networks
This section allows you to select where you want your ads to appear.

Because we’re creating a video ad, there are three options available:

• YouTube search results: Ads can appear next to YouTube search results. (This option will restrict you to TrueView discovery ads only.)
• YouTube videos: Ads will appear on YouTube videos, channel pages, and the YouTube homepage.
• Video partners on the display network: This means that your ads will also appear across Google’s other advertising avenues.

In this example, we’re going to leave the selection as it is.
Select a Language and Location
Make sure that you select the country and language you want your ad to appear in.

Select Your Bidding Strategy
Now you need to choose how you want to pay for your campaign. Google Ads provides four options:

1.     Maximum CPV (cost-per-view): Costs are based on the number of views and interactions a video received.

2.     Maximum CPM (cost-per-mille): You’ll be charged for every thousand impressions your ad receives.

3.     Viewable CPM (cost-per-mille or vCPM): You’ll only be charged per thousand impressions when your ad has definitely been seen. For example, if a user lands on the page and immediately bounces off, you won’t be charged.

4.     Target CPA (cost-per-acquisition): Costs are based on actions taken by viewers, such as clicking on your ad.

In this example, our campaign goal is to increase the number of people who visit our site, so we’ll opt for “Target CPA.”

This means we’ll only pay for viewers who convert.
Choose an Inventory Type
This section allows you to only show your ads on the content that’s inline with your brand.

For example, if you’re a dropshipping business selling children’s toys, you won’t want your ads displayed alongside content that is violent or sexual.

It’s worth reading through each option to ensure that your ads aren’t shown on inappropriate content.
Exclude Content
This section goes a little deeper by allowing you to opt out from individual sensitive content categories, such as “Tragedy and conflict,” and “Sensitive social issues.”

Once again, don’t skip this step — doing so could result in a branding disaster!

Step 4: Select the People You Want to Reach

Before you begin selecting your audience, make sure to give your ad group a descriptive name. That way, you’ll be able to use the same audience selection for future ad campaigns.
Select Your Demographic
This is the first stage of honing in on your target audience.

Ads allows you to define who you want to reach by options such as their gender, age, and parental status, etc.

Hone in on Your Target Audience
In this section, Google Ads gives you plenty of options to find your perfect target market. It’s well-worth exploring them and being as specific as possible.

Step 5: Select Where You Want Your Ads to Show

Next, you can choose the specific type of content that you want your ads to appear on.
Input Your Target Keywords
Enter or paste your target keywords into the box using one word or phrase per line.

You can also use the “Get keyword ideas” tool to find related keywords to target.
Select Topics
Simply select any relevant topics to show your ads on content about specific subjects.

Choose Your Ad Placements
Okay, now you can select specific places where you would like your ads to show.

If you leave this section blank, your ad will appear on any YouTube or Display Network placements that match your other targeting selections.

Step 6: Select Your Marketing Video

Next, use the search bar to find your marketing video. Or, if you haven’t yet uploaded your video, click the link to upload it on YouTube.

Once your video appears, select it by clicking on it.

Step 7: Configure Your YouTube Ads Video Ad

Lastly, you need to select your video format.

Ads will show you which options are available based on the campaign selections you’ve made up to this point.

Then, make sure to add your URLs, CTA, and headline.

In this example, we’re choosing an in-stream ad format. Remember, in-stream video ads have a companion display banner. So in this case, you can upload an image or let Ads automatically generate one using videos from your YouTube channel.

To finish up, simply click “Save and continue,” and then click “Continue to campaign.”

Congratulations, you just set up your first YouTube advertising campaign!

What are the Benefits of YouTube Advertising?

The cost of YouTube advertising can be off-putting for small companies, especially if your core business is dropshipping. This could be because you do not have much capital to invest, or maybe you are not seeing the ad revenue you expected from other advertising platforms, like social media advertising.

But YouTube advertising focuses on a different content format, with a very different way of engaging with people. If your audience engages with video content better than others then YouTube advertising is the best platform to discover ad revenue from.
1. Reach
As YouTube has over 1 billion users on the platform, and over 1 billion unique visits each month, YouTube advertising has the potential to reach a large percentage of the population when they are highly engaged.

2. Targeting
YouTube, as part of the Google empire, has a wealth of knowledge that only Facebook can rival. This knowledge of individual preferences and interests can help you target the right people with your YouTube advertising. Be careful not to over optimize your targeting and limit your reach.

3. Data
The reports you receive during your advertising campaigns are in-depth and provide information about not just your ads but also those who interacted with them. Get to know the audience who interacted with your content. What content did they enjoy before they went on to buy something from your store? Linking your Google Ads and Analytics accounts together to get more information.

4. Users
After a person has visited your website and shown interest in your business, don’t wait for them to come back again – build a relationship with them. As part of the Google suite, remarketing can help you target people with ads if they have visited your website, meaning that you can lead them back to your website, build trust with them, and, hopefully, make a sale in the future.

5. Flexibility
YouTube advertising is not static; it is constantly changing, and so can your ads. You can change your targeting, ad schedule, ad copy, etc, in real time to ensure you get the most out of your advertising budget with YouTube. Tailor your ads over time to evolve as your audience does.

YouTube Tips and Tricks to Live By

With so many different ad options to choose from and a lot of ways to talk to potential customers, it can be hard to keep your head above water on a vast platform like YouTube. Here are some tips and tricks to help you be as successful as possible with your dropshipping business.

• Leverage Remarketing

Don’t be content with showing people ads only through YouTube targeting. Marketing to people who have already visited your website (remarketing) is a lot more lucrative as they know your product offering better than newbies.

• Add Interactive Elements

Another YouTube tip would be adding interactive elements like a call to action to your advertisements. This gives viewers an action to carry out so they are not confused about the intent. Whether it is subscribing to your channel, signing up to a webinar or visiting your website to buy something from you, it is always a good idea to give people direction and purpose in your advertising.

• Set Goals

Before you launch your campaign, and even before you create your video or copy, you need to decide what you want to achieve with this campaign and what success will look like. If you spend $500 on the campaign, how many units will you need to sell to make back this investment while also turning a profit? How much will your YouTube advertising cost before you see campaign success? Goals can be sales, website views, ezine signups, channel subscribers, etc, so success can take on many forms.

• Set Frequency Capping

A YouTube advertising trick that many people forget about is frequency capping. Depending on the size of your audience, frequency capping can be an essential part of your campaign, or simply a good to have element. This feature allows you to set a limit to the number of times one particular person will be shown your ad. Use this feature to ensure you don’t annoy users or cause any negative feelings towards your brand.

• Personalize Your Messaging

Ads have become a part of everyday life but only the ads that stand out get noticed. Create YouTube ads that are captivating and personal to your audience to help them relate to your brand. Brand loyalty is easier to instill if a person can identify with it early in the education process.

• Make Time Specific Content

People feel strongly for different things. Brands that share these feelings are easier to relate to. American football fans live for the Superbowl each year in the US, and so do brands that spend thousands to advertise during the event on TV, billboards, and online. These brands care so much about this time of year because they know exactly where their audience will be on that day – in front of a digital device of some sort, listening, watching, and engaging with this event. Showing your audience that you have the same interests as them helps you become part of their life.

• Segment Campaigns

Our final Youtube trick is around segmentation. Campaigns can sometimes be too generic to talk to anyone. If your content is too vague it can be hard to inspire people to take any actions or remember your brand. Think about the audience of an advertisement and run through the user flow to identify if you can segment the audience and ad more to make it relatable and niche.

Conclusion

At first, YouTube ads can feel overwhelming.

But YouTube’s diverse advertising formats provide marketers with a powerful suite of tools to reach their target market.

What’s more, with video content expected to claim 82% of all web traffic by 2022, this marketing channel is well-worth getting to grips with.

Which type of YouTube advertisement are you going to start with? Let