EP 139 - YouTube Ads: What Questions You Must Ask Before Starting

Media And Marketing w/Jon Rognerud

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Here are the top 10 questions to ask before launching any new ad campaigns on YouTube networks:

1. What are your primary goals for advertising on YouTube? Are you looking to increase brand awareness, generate leads, or drive sales?

2. Who is your target audience? Can you provide details about their demographics, interests, and online behaviors?

3. What type of video content are you planning to create for your YouTube ads? Will you be producing educational, promotional, or testimonial videos?

4. Do you have a specific budget in mind for your YouTube advertising campaigns? How much are you willing to spend daily or monthly to achieve your goals? Make sure to outline your CPA/CPS goals (or CPL goals for lead generation).

5. What is your preferred ad format? Are you more interested in using skippable or non-skippable video ads, discovery ads, or bumper ads? If you don’t know – study your competition and see what they are using as a starter.

6. Are you planning to use any advanced targeting options, such as custom affinity or custom intent audiences, to reach a more specific audience? Do you have research data (ex: Google Analytics) to back this up, and support the choices you are about to make?

7. How do you plan to measure the success of your YouTube advertising campaigns? Which key performance indicators (KPIs) will you be monitoring to track your progress and optimize your campaigns? What additional metrics are the most important to the CEO, VP of marketing, CFO? Create a profitability matrix map and feed numbers into your worksheet before you launch. Run simulations in your funnel.

8. Have you considered creating dedicated landing pages for your YouTube ads to improve the user experience and increase conversions? These pages should be congruent to the ad, and not the same as your Facebook or other platforms you are using. YouTube will be different.

9. Are you familiar with YouTube ad policies and guidelines to ensure your ads comply with the platform’s requirements? Read up on the policies and to make sure you are not out of compliance. That includes country targeting as well.

10. Do you have any experience with other online advertising platforms, such as Google Ads or Facebook Ads? Would you like to integrate your YouTube advertising efforts with these other platforms for a more comprehensive digital marketing strategy? If you are, make sure to segment messaging separately, and start simple. Don’t expect miracles or magic overnight. YouTube / Google Ads will take longer, and you need patience as you continue to test and track.

Once these questions have been answered and agreed upon, consider these important steps to implement your strategies for YouTube ads.

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