More than 50% of B2B decision makers use YouTube to search for purchase ideas. This platform is ahead of Facebook (48.5%) and far ahead of LinkedIn (33%). So you understand the importance of integrating YouTube Ads into your lead acquisition strategy.
To improve your visibility on YouTube and acquire leads, posting content is not enough. It’s a good foundation, but with limited reach.
Our advice: invest in YouTube Ads. Video ads are the first way customers discover a business or service.
But how to make a YouTube Ads campaign that really works and brings you qualified leads? Answers in the article!
6 reasons to get started with YouTube Ads
Let’s talk numbers! YouTube is :
The second most visited site in the world.
Over 1 billion hours of video viewed every day.
2 billion monthly users.
70% of users who say they have already made a purchase from a company seen on YouTube.
So, before we get into how to run a campaign, let’s start with the “why”! Why use YouTube Ads in your marketing strategy?
1 – YouTube influences purchases
YouTube influences 64% of buyers at the time of purchase. This figure is higher than other social platforms like Facebook, Twitter or Pinterest.
In fact, YouTube is increasingly used as a search engine to find product reviews, how-to’s, additional tips, comparisons or demonstrations.
2 – An option to target specific keywords
Since YouTube is owned by Google, you have the power to run targeted and profitable campaigns. By the way, if you need more information about the search engine’s advertising network, I invite you to read the article “How to generate leads with Google Ads in B2B?”
Thanks to its algorithm, Google analyzes the search terms related to your business or industry, to target them on YouTube as well.
This contextual keyword targeting allows you to reach users who watch videos containing your terms in their metadata, descriptions or titles.
3 – A precise geographical targeting
Local, national or international business? YouTube has options that range from targeting by zip code to an entire country.
For example, if you have a local reach, you can display ads within a 50km radius of your office. Conversely, if you practice (or deliver) anywhere in France, you can target the entire country.
The geographical targeting of YouTube Ads also allows you to adapt your ads by region. Useful if your rates or services differ according to the cities.
4 – Ad formats that promote conversion and engagement
Bumper Ads, Lead Form Ads, overlay ads… YouTube offers several formats depending on your objectives.
For example, if you want to encourage impulse, you can choose the overlay with CTAs or banners to encourage conversion.
To manage your image or promote an offer, Bumper Ads are particularly effective, because they are hard to miss!
Finally, YouTube’s Lead Form Ads are particularly recommended in the B2B sector. As their name suggests, they help collect leads directly from the mobile application, thanks to an integrated form.
5 – Powerful analytical tools
YouTube Ads offers detailed statistics about the performance of your campaigns. You can get data about your “viewers” (reach, frequency of display…) and their behavior towards your ads (viewing time, clicks, engagements…).
This information will help you optimize your ads and their ROI.
6 – YouTube Ads offer a better return on investment
A study by Google shows that YouTube ads generate a better ROI than television.
The reasons? A young and connected audience, more apt to receive personalized ads, but also this very personalization! It’s easier to target channels or content that gather your buyers persona.