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Activate your Video campaigns

For a long time, we have tended to think that video-based networks would only serve to generate reach or interest in the brand. However, if we manage to align our marketing objectives with the different video formats, these networks can help us to push the conversion of our business in an efficient way.

Since the appearance of YouTube, as well as Display and other Google networks more focused on images or multimedia, we have tended to think that they would only serve to generate interest in the brand or reach, but not to directly achieve conversions or sales.

However, nothing could be further from the contrary. If we manage to align our marketing objectives with the different video formats, the bidding strategy and know what to measure at each stage of the conversion funnel, we will realize that video can not only help us achieve our objectives more related to the brand image, but it will also push the conversion in an efficient way.

Why Youtube? 

In 2019 in Spain it reached 31.5 million monthly users, with an average content consumption of 38 minutes per viewer per day. YouTube has a reach of 72% of the Spanish population, with mobile being the main screen where users play content.

People use YouTube to: 

  1. Keep themselves informed

  2. Improve their mood and fitness

  3. Learn new skills

  4. Be entertained

But they also go to YouTube to make purchasing decisions. Between 50-70% of the audience visit YouTube to learn more about a brand or product before buying it. Typically, they alternate between the search network and YouTube. It is estimated that purchase intent grows by 43% for people exposed to both networks.

What are your goals? Youtube has a solution

Depending on what you want to achieve with your marketing objectives, you will have to devise a specific strategy to achieve them. Here are 3 simple examples that can help you understand a full funnel strategy for YouTube

  1. Brand Awareness: 90% of people discover new products through YouTube. Reach your audience and increase your brand awareness through TrueView for reach Campaigns and Bumper Ads.

  2. Consideration: More than half of shoppers estimate that the video has helped them decide on the brand and the product to buy. Create interaction and engagement with your brand through video. TrueView In Stream Campaigns.

  3. Action: Approximately 40% of shoppers say they have purchased products they discovered on YouTube. Convert potential customers into buyers with TrueView for Action Campaigns and Video Action Campaigns.

But it is not only a matter of determining the strategy and choosing the types of campaign, the results we are going to achieve will be very different depending on the type of campaign and the type of creativity we use. That is why it is very important to know what we measure in each stage or campaign

  1. Brand Awareness: Impressions, Frequency, Reach.

  2. Consideration: Views

  3. Action: Sales / Conversions. 

Search Network and YouTube - how exactly does it work? 

Eighty-six percent of people use Google to get ideas on what products to buy, and the Search Network remains the gateway to purchase decisions. 

However, search campaigns can lose the most indecisive shoppers

Let's take an example with numbers: 

  1. 100 users search about our product or service. 

  2. Assuming a CTR of 10%, only 10 would reach our site.

  3. If we assume a conversion rate of 2%, only 2 users convert.

In other words, we have 98 users (or 98% of the users searching for our service/product) that have escaped us. And the vast majority are reachable through YouTube. If we recap the above statistics we will realize that we can increase our conversions by focusing on these undecided users

Get conversions with Youtube for Action

We already have our awareness and consideration campaigns. But ultimately, our customer is going to ask us for something more tangible; and they're going to need conversion goals to be met, whether they're sales or leads. 

To do that, we will use Video Action Campaigns, as they are campaigns that in a simple way help us to achieve conversions with a single automated campaign

Con este tipo de campañas podemos conseguir hasta un 200% más de CTR y un 40% menos de CPA en las conversiones de vídeo y un aumento del 8% en la conversión y una reducción del 4% en el CPA de búsqueda. 

With this type of campaign we can achieve up to 200% higher CTR and 40% lower CPA on video conversions and an 8% increase in conversion and a 4% reduction in Search CPA.

One of the main advantages of these campaigns is that they use all available inventory: 

  1. YouTube home feed

  2. Youtube display pages

  3. Video partners

This way you can reach the entire inventory quickly, plus you don't have to set different bids for each site, which allows Google's AI to optimize for the most profitable one at any given time. 

To optimize Youtube for Action campaigns, we recommend: 

  1. Use Google Ads conversion, not analytics.

  2. Start with Maximize conversions and then adjust to Target CPA.

  3. Your first audiences should be Custom Audiences and remarketing, and then reach more with Audience Expansion. 

  4. If you don't have enough conversions, try adding micro-conversions at campaign level to give your campaigns data.

  5. Add Sitelink Extensions and at least 5 different creatives.

Why work with us?

Rocket has a multidisciplinary team, expert in all aspects necessary to carefully plan and carry out a complete and effective online campaign in order to boost your business sales on all digital platforms. With a team with extensive experience in leading companies such as Mango, Stradivarius or Desigual, Rocket adapts to the needs of each client to design a plan focused on improving the conversion rate of your website.

If you are thinking of growing your business through video platforms and you want Rocket Digital experts to help you implement your online strategy to help you achieve your goals, do not hesitate to contact us!


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