What is Useful Advertising?
Useful advertising, by nature, is useful. We’re talking about using information from cookies and pixels to target potential customers that we KNOW are going to have a specific need and trying to offer them a solution they’d like.
How Can You Create More Successful Ad Campaigns?
To create more successful ad campaigns, we’ll use YouTube ads as an example. By nature, ads interrupt your experience. We all know the feeling of clicking on a video you want to watch and having to wait for the dreaded ‘unskippable’ ad to end.
Most advertisements you see these days make it seem like the people running them don’t know you at all. You’re often left wondering why they’re wasting your time, and there is an obvious reason why. A lot of companies are crafting one ad and serving it to multiple audiences without any personalization.
It looks like this:
There is a much better way to promote your product or service, and that involves learning about the people you want to serve your ads to. This is a great practice because if you do it right you’ll actually save money on the impressions you’re getting and you’ll see higher clicks and conversions because your targeted audiences will be more interested.
Always start with the ‘Why’.
Why are People on YouTube?
There are 4 main reasons that people go to YouTube:
- They want to know something.
- They want to do something.
- They want to buy something.
- They want to watch something they’re interested in.
While those buckets of people give you some insight in itself, the thought process behind each reason people are on YouTube offers even more information you can use to help you craft a successful promotion.
For people that want to know something or do something, they are on YouTube because they have questions, they’re researching and they need more information on a certain topic.
For people who want to buy something, they are on YouTube because they need a product or service, they want to see what is out there, and they want to be assured by other people’s reviews and experiences.
For people that just want to watch something they’re interested in, they are on YouTube specifically to pass the time and have fun.
These are very important differentiations because the conversions you’re going to get from someone who is on YouTube to have fun and watch some cool videos is only going to get annoyed by your ads if they are not personalized to the experience they want.
You’re paying for views that will probably not convert.
What Type of Shopper is on YouTube?
Now that we know why people are on YouTube in the first place, and the thought processes behind each ‘why’, let’s dive into the type of shopper these ‘whys’ create.
The person who is on YouTube because they want to know something or do something is the equivalent of an in-store shopper. In other words, this person has questions and they’re still looking at options. They may be perusing different strategies or watching similar videos to see what would work best for them.
The person who wants to buy something is the equivalent to someone who is in line to checkout with a product in-hand.
The person who just wants to watch something is similar to a window shopper. Maybe something caught their eye from the street, but ultimately they’re just satisfying an interest or curiosity.
Armed with this information, you can start to build advertising campaigns that target a specific person or shopper. That could look something like this:
Of course, you’ll want to make sure the ad you’ve put together is useful for an even better performance.
Start by really diving into the product or service you’re offering. If you’re a person or company who builds surfboards, for example, when would you want to serve surfboard ads?
Well – let’s look at a basic timeline of the questions someone who is looking to become a surfer might go through…
You could meet a new potential customer at all of these moments. This is just one potential audience on YouTube too – someone who doesn’t surf yet, but wants to. If you can put together a timeline like this for several audience types then you can create a valuable advertising experience for the people who will have to sit through the ads in the first place.
Do you advertise on YouTube? Let us know in the comments. If you want to learn more advertising tips sign up for our newsletter below.