In the wake of the COVID-19 pandemic, brands have had to rethink their marketing strategies. Many have experienced a dip in conversions as individuals and businesses tighten their belts. However, smart brands are using this time to cultivate future opportunities. While customers might not be ready to buy right now, adjusting your approach can ensure your brand is top-of-mind when the situation improves.
Video campaigns on Google Ads, particularly those utilizing YouTube traffic increasing during the pandemic, can be a budget-friendly way to maintain brand visibility, especially as budgets are being reevaluated. Here are four YouTube advertising tips for the COVID-19 landscape:
- Don’t shy away from longer videos.
- Tap into new custom intent audiences.
- Soften your call-to-action (CTA) approach.
- Prioritize high-quality video content.
1. Those “Too-Long” Videos? Perfect for YouTube Ads!
Contrary to popular belief, not every YouTube ad needs to be a snappy TV-style commercial. You don’t need a 30-second clip to succeed. Unlike platforms like Facebook and Instagram, people visit YouTube specifically to watch videos. You can leverage your existing longer-form content, potentially saving you the effort of creating new material. This is where TrueView discovery ads come into play. Let’s explore further.
The image above underscores a crucial point: YouTube is, fundamentally, a search engine—the second largest, after its parent company Google. Users turn to YouTube for answers, solutions, and information. Advertisers aiming to claim prime real estate at the top of YouTube search results can use TrueView discovery ads to try and secure that coveted top spot.
The COVID-19 outbreak and subsequent stay-at-home orders have sparked a surge in home-based activities, for instance, bread baking. If your business sells bread makers or related products, now’s the time to capitalize on this trend. However, even with compelling video content, achieving organic visibility can be challenging in a crowded space. Discovery ads can provide that extra push, amplifying your brand’s reach. The image above illustrates how your ad might appear on YouTube search results, showcasing the strength of TrueView discovery ads.
The beauty of TrueView discovery campaigns lies in their laser focus. Advertisers can choose to target YouTube search results exclusively, placing their content directly in front of actively searching users. The previous example highlights just one of countless scenarios. Each brand’s situation is unique. Analyze your audience’s current needs and challenges, and if you have relevant content that provides valuable solutions, leverage TrueView discovery campaigns to connect with them. Being a source of support and guidance during these times can significantly bolster brand loyalty.
2. Custom Intent Audiences: Your Key to Evolving Customer Needs
If you want to extend your reach beyond YouTube’s search results, custom intent audiences are invaluable for TrueView in-stream and discovery ads. This powerful YouTube advertising tool allows you to build audiences based on the actual search terms people have used on Google. While these keywords operate on a broad match basis, they provide valuable insights into user intent, which is crucial for understanding the evolving needs of your COVID-impacted customers.
Let’s revisit our hypothetical bread maker company. Two custom intent audiences worth testing are those derived from “converting search queries” and “converting keywords.” Terms like “buy bread maker” or “best bread maker” indicate high purchase intent. But let’s assume that, for some reason, immediate conversion isn’t happening. I would then explore new keywords to identify higher-level audiences. Instead of directly promoting the bread maker, I’d focus on capturing the attention of users who are just starting to express interest in bread making. Ads (in-stream or discovery) showcasing recipe ideas or beginner tips can then be used to nurture these viewers, building brand equity and ensuring your brand is front of mind when they’re ready to buy.
3. CTA Extensions: Time to Soften the Approach
YouTube’s call-to-action extensions, available exclusively for TrueView in-stream video ads, allow advertisers to add a concise headline (15 characters) and a CTA button (10 characters). These extensions remain visible alongside your video ad, even if a viewer chooses to skip it. Here’s an illustration.
It’s crucial to remember why people are on YouTube in the first place. They’re not necessarily looking to sign up for a demo or make a purchase. Especially in light of recent events, entertainment and escapism are likely top priorities. I, myself, have turned to YouTube for a dose of relaxation and distraction. So, if we acknowledge that people are on YouTube for more casual reasons, it might be wise to ease up on the hard sell for now. Unless you offer essential, in-demand items, this probably isn’t the ideal time to deploy those aggressive “Buy Now” CTAs. If your YouTube advertising goal is brand awareness during a sales slump, focus on engagement-driving strategies that don’t require a hard commitment. Here are some softer CTA extension examples that fit the 10-character limit:
- Learn More
- Watch More
- See More
- View More
- Read More
- Free Tips
- Get Help
- We’ll Help
- Visit Site
- Stay Safe These are just a starting point. While not universally applicable, they illustrate the power of a softer ask. If your current YouTube strategy centers on top-of-funnel awareness, prioritize capturing attention and avoid appearing insensitive or overly promotional in your messaging.
4. Quality Content: The Backbone of Your Strategy
If you’re softening your targeting approach, you need the content to back it up. A common refrain is, “We don’t have the resources for new video content.” However, video production doesn’t have to break the bank! Many smartphones boast cameras capable of producing YouTube-worthy footage. Combine this with affordable video editing software like Camtasia, and you can create a wealth of content (including multiple edits per video). Alternatively, consider exploring the new YouTube Video Builder beta.
While details about this tool are currently limited, it appears to share similarities with the YouTube Director app that was available a few years ago. Video Builder promises to empower advertisers to create new video content for YouTube ads (and other marketing channels) in minutes. Not only does this address budget constraints, but it also significantly reduces the typical turnaround time. Free tools like Video Builder are invaluable for reaching your target audience cost-effectively. If you’re interested in trying out this new tool, you can request access here. RELATED: Learn about the average YouTube advertising cost and how to optimize your ad spend here.
YouTube: Reach Now, Convert Later
The past few months have brought unprecedented disruption, but maintaining a level-headed marketing approach is crucial. These tips offer guidance on connecting with your target audience even amidst the challenges presented by COVID-19. While your audience is still out there, their needs and the ways in which you need to reach them have likely shifted.
These are uncertain times, and your audience might not be ready to make immediate purchases. However, they need support, guidance, and solutions. Your brand can be that reassuring voice, offering assistance and building trust with potential customers. While this might not translate to instant sales, you’re cultivating valuable relationships that could lead to future conversions. Understand your customers’ current needs, and explore how YouTube ads can position your brand as a reliable resource during these challenging times.
For insights on adapting your other advertising platforms to the current climate, check out these articles:
- 5 Ways to Adapt your LinkedIn Ads During COVID-19
- 6 Strategies for Facebook and Instagram Advertising During the COVID-19 Pandemic