How To Use Youtube Ads To Grow Your Shopify Sales
Today we will be looking at the way in which you can leverage these vast numbers to grow your own Shopify store. More specifically, we shall be exploring YouTube ads and how to make the most of them.
Let’s dive right in:
Types of YouTube Ads
There are different kinds of YouTube ads you can be making good use of:
- TrueView Ads – There are two kinds of TrueView ads: In-Stream and Discovery ads. In-Stream ads will play before, after or during a video and they can be skipped after 5 seconds. Discovery ads appear next to videos, or in search pages. They can appear on the Google Display Network as well.
- Pre-Roll Ads – These can also be inserted before, after or during a video, but they can’t be skipped. They can last up to 20 seconds.
- Bumper Ads – Not skippable and can be 6 seconds long max. They are played before a video.
Depending on your audience, product and the kinds of videos you are showing your ads on, you will be choosing different types of ads. More on that a little bit later.
Don’t forget that most people will skip most ads if they can – so make the first 5 seconds count the most. That way at least you’ll remain in someone’s memory.
You can also make YouTube shorts – which are YouTube’s answer to TicToc. They are short, punchy clips that are excellent for raising brand awareness, promoting a specific offer, showing how to use a product, or teasing a new product you are yet to launch.
Take Your Time Defining Your Audience
Marketing success often comes down to target audience choice. The same principle applies to YouTube ads too.
YouTube allows you to target based on a lot of criteria, including gender, age, parental status, interests, keywords, topics and more.
Before filming your ad, consider who you want to target. Ideally, you want to already have a buyer persona in mind, and already know what they are interested in.
Try to think outside the box though and expand your audience to more than the obvious. For example, if you sell clothing items, consider targeting people who are also into beauty, and not just fashion.
Define several different groups you will be targeting, so as to be able to monitor the success of different campaigns, and discover the ones that work best.
Consider the Videos You Want to Target
YouTube will allow you to choose the channels and the videos your ads will appear on.
Based on what you know about your audience, make your selection.
Ideally, you want to target videos that have a lot of views, or vloggers and YouTubers who have a certain following, in short, videos that are likely to get played.
Another important thing to bear in mind: a lot of YouTubers speak about the fact that they earn money from their ads, and encourage their audience to watch them to show support. The more ideally matched your ad is to the video you run it on, and the more loyal and friendly the audience in question is, the more likely your ad is to be watched.
Stick to what makes sense here – reaching for wildly inappropriate audiences will not usually result in too many conversions.
Look for smaller channels or up-and-coming names who are actively growing and who reflect the same values as your brand does.
Consider Their Stage in the Funnel
In order for your ads to truly work, they need to be tailored to the different stages of a buyer’s journey – you can’t expect one ad to appeal to everyone.
People who have never heard of your brand will see your ad – and you can’t expect them to convert if the ad talks about your next great launch.
Consider creating different ads for the three main stages of a sales funnel:
- Top of the funnel audiences – an ad introducing your brand (or a specific product) is the best kind of ad for cold audiences. Choose True View ads for this stage – even if someone skips the ad, they will still be aware of you after the obligatory 5 seconds + you don’t have to pay for the ad if they skip. On the other hand, if you spark their interest, they might watch through to the end just to learn more.
- Middle of the funnel audiences – these are people who have viewed your previous ads or visited your site but have not converted. True View ads are still the way to go, but you can also do Bumper ads. The types of videos you want to be creating are:
- How tos – how to choose a product, how to use a product
- User-generated content – videos others have made about your products
- Bottom of the funnel audiences – these are the people who have watched other videos by you, your subscribers or those who have signed up to your emails. For them, you should be running retargeting campaigns. Choose True View for Action campaigns here, as they also feature a clickable CTA that can lead viewers back to your landing page and help them convert with a couple of clicks.
Establish Your Own Channel
Having your own YouTube channel, a place where all of your ads and so much more will be available at any time of day and night is a great additional marketing avenue.
After all, the more touch points you can set up with your brand, the better.
Running a full-fledged YouTube channel will take time, so you can do no more than house your ads there for the time being. When you discover the best-converting content types and learn even more about the audiences that watch your ads, you can set yourself the task of creating more similar videos.
Featuring your YouTube channel in your emails, on your website and across other social media channels will help you promote it more seamlessly. For all the people who like to watch a video before making a purchase, they might just be the incentive they needed to convert.
Consider the Products You are Advertising
In order to make your ads truly work, you will need to select the products you feature in them carefully. If you choose to advertise the wrong kind of product, you might be missing out on a whole host of conversions. A viewer might want to buy a certain kind of dress, but may not be interested in your footwear, for example.
Keeping in mind everything you already know about your audience, the videos you are targeting and the stage of the funnel you are creating your video for, consider some of the following:
- Your best selling and most positively reviewed items for top of the funnel users
- Your newest product for your middle of the funnel users
- Your niche and target-specific products for your bottom of the funnel users
You can also look into providing discounts or other extra incentives for your bottom of the funnel users in order to encourage them to make that conversion.
Align the product to the video you are targeting – and the kinds of users most likely to be seeing it.
If you are selling private label products, make sure your videos are focused on information as opposed to promotion – especially to top of the funnel users, as they will need to know what you are about before they can choose to conert.
Track Your Success
Without a doubt one of the crucial parts of your YouTube ad campaign is tracking its success.
You want to track several key metrics in order to determine whether your choices in terms of audience, products and videos have been spot on.
- Click-through rate: if you aren’t getting any clicks, there won’t be any conversions either, so you are looking for a high CTR.
- Cost per view: if you are spending more money on your campaign that it is bringing in revenue, you might want to reconsider your spend or your targeting.
- Conversion rates: if you are getting clicks but no conversions, you should rethink your audience again.
Ecommerce Youtube Ads
YouTube ads can be your next ticket to success. However, bear in mind that it will take a fair bit of trial and error to discover the best ad formats, audiences and types of ads for your brand. Give yourself a bit of time to learn as much as you can about this new marketing avenue before you write it off completely after a potential initial setback.
Eduard Klein is an International Digital Growth Marketer, Blogger, and Entrepreneur with a global mindset. He guides people through the process of starting and growing a digital business, and to ride the wave of digital technology and marketing without getting swept away.