Setting up YouTube remarketing campaigns can be a powerful way to re-engage with users who have already interacted with your brand. Here’s a detailed guide on how to set up YouTube remarketing campaigns:
Understanding YouTube Remarketing
Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. On YouTube, this means you can target users who have watched your videos, interacted with your channel, or engaged with your ads. The goal is to bring these users back and encourage them to take further action, such as making a purchase or subscribing to your channel.
Prerequisites for YouTube Remarketing
Before you start, ensure you have the following:
1. Google Ads Account: You need a Google Ads account to create and manage your campaigns.
2. YouTube Channel: Your YouTube channel should be linked to your Google Ads account.
3. Remarketing Lists: These are lists of users based on their previous interactions with your content or website.
Step-by-Step Guide to Setting Up YouTube Remarketing Campaigns
Step 1: Link Your YouTube Channel to Google Ads
1. Sign in to Google Ads: Go to your Google Ads account.
2. Navigate to Linked Accounts: Click on the tools icon in the upper right corner, then under “Setup,” select “Linked accounts.”
3. Link Your YouTube Channel: Find YouTube on the list and click “Details.” Follow the instructions to link your YouTube channel to your Google Ads account. This step allows you to create remarketing lists based on user interactions with your YouTube channel.
Step 2: Create Remarketing Lists
1. Go to Audience Manager: In Google Ads, click the tools icon, then under “Shared library,” select “Audience manager.”
2. Create a Remarketing List: Click on the plus button to create a new audience list. Choose “YouTube users” as the source.
3. Define Your Audience: Select the specific type of user interaction you want to target, such as:
People who viewed any video from your channel.
People who viewed certain videos.
People who subscribed to your channel.
People who visited your channel page.
People who liked, commented, or shared your videos.
Step 3: Create a New Campaign
1. Start a New Campaign: In your Google Ads account, click on “Campaigns” in the left-hand menu, then click the plus button to start a new campaign.
2. Select Campaign Goal: Choose a campaign goal that aligns with your remarketing objectives. Common goals for remarketing include “Sales,” “Leads,” and “Website traffic.”
3. Select Campaign Type: Choose “Video” as the campaign type.
4. Select Campaign Subtype: Choose “Custom video campaign” to have more control over your settings.
Step 4: Configure Campaign Settings
1. Campaign Name: Give your campaign a name that reflects its purpose.
2. Budget and Bidding: Set your daily budget and bidding strategy. For remarketing, you might use CPV (Cost Per View) or CPM (Cost Per Thousand Impressions) bidding.
3. Networks: Choose where you want your ads to appear. Typically, you’ll select “YouTube videos” and “Video partners on the Display Network.”
4. Locations and Languages: Specify the geographic locations and languages you want to target.
Step 5: Define Your Ad Group
1. Ad Group Name: Give your ad group a descriptive name.
2. Video Ads: Choose the YouTube videos you want to use for your ads. You can create different ads to test which ones perform best with your remarketing audience.
3. Audience Targeting: Under “Audiences,” select the remarketing list(s) you created earlier. This ensures your ads are shown to users who have already interacted with your YouTube channel or videos.
Step 6: Create Your Ads
1. Ad Format: Choose the format for your video ads. Common formats include skippable in-stream ads, non-skippable in-stream ads, and bumper ads.
2. Ad Creative: Upload your video ad or select an existing one from your YouTube channel. Add a compelling title, description, and call-to-action to encourage engagement.
3. URL and Call-to-Action: Enter the URL where you want to send users who click on your ad. This could be a specific landing page on your website.
Step 7: Review and Launch Your Campaign
1. Review Settings: Double-check all your campaign settings, ad group configurations, and ad creatives to ensure everything is set up correctly.
2. Launch Campaign: Click “Create campaign” to launch your YouTube remarketing campaign.
Best Practices for YouTube Remarketing
1. Segment Your Audience: Create multiple remarketing lists based on different user interactions to deliver more personalized ads.
2. Ad Frequency: Control the frequency of your ads to avoid overexposing your audience, which can lead to ad fatigue.
3. Compelling Creatives: Use high-quality video ads with strong calls-to-action to maximize engagement and conversions.
4. A/B Testing: Continuously test different ads, targeting options, and bidding strategies to optimize performance.
5. Performance Monitoring: Regularly monitor your campaign performance in Google Ads. Use metrics like view rate, click-through rate, and conversion rate to assess effectiveness and make necessary adjustments.
Conclusion
Setting up YouTube remarketing campaigns involves linking your YouTube channel to Google Ads, creating remarketing lists based on user interactions, and configuring a video ad campaign targeted at these lists. By following these steps and incorporating best practices, you can effectively re-engage with your audience, drive higher engagement, and achieve your marketing goals. Remember to continually monitor and optimize your campaigns for the best results.