YouTube advertising funnel

Have you thought about building funnels in YouTube before? Just like in other social media channels such as LinkedIn, Facebook and Instagram, it is possible to build funnels in YouTube. YouTube is a very suitable platform for advertising. This is due to the large reach of this platform and the very specific possibilities for targeting and remarketing. Logically, you advertise via YouTube with video ads. What the advantages of this are in each phase, we explain to you!

YouTube video advertising.

As we mentioned above, YouTube is a very suitable platform to reach a large audience. Different types of video ads can be deployed through this platform. These overarching types are ;

InStream ads;
In-feed ads;
Bumper ads

instream ads.

Een Instream advertentie is gelijk de populairste vorm van adverteren. Kijkt jouw doelgroep naar een video, dan zien ze deze advertentie voor, tijdens of na deze video. Hierin zijn verschillende variaties mogelijk. Zo kun je ervoor kiezen om jouw doelgroep de keuze te geven of ze de advertentie willen overslaan na vijf seconden. Een andere optie is dat ze de advertentie niet kunnen overslaan en dus af moeten kijken. Deze laatste optie heeft nog een kenmerk waarin deze verschilt van andere soorten adverteren. Dit kenmerk heeft alles te maken met wanneer je betaalt voor een advertentie.

When do you pay for the ad?

Dat is namelijk pas wanneer minimaal 30 seconden van de video zijn bekeken. Betekent dit dat je alleen video’s kunt gebruiken die langer zijn dan 30 seconden? Absoluut niet. Het betekent wel dat wanneer je video korter is dan 30 seconden, je pas betaalt wanneer de volledige advertentie is bekeken! We noemen dit ook wel een Trueview. Voordeel van deze manier van adverteren is dat bezoekers de video kunnen overslaan waardoor je als adverteerder én kosten bespaart én zeker weet dat alleen de mensen die echt interesse hebben in jouw advertentie, de video bekijken.

in-feed ads

On to the next one! In-feed ads. What does this mean? With this type of advertising, your ads are shown on the YouTube homepage when people are searching for videos. You can then show your ad in different places.

between YouTube videos related to the search;
as a search result on YouTube;
via the mobile website;
via the YouTube app.

In-feed ads appear as a thumbnail image with 1 or 2 lines of text, depending on where the ad is shown. When a visitor then clicks, they are taken to the YouTube page where they can then view the ad.

bumper ads.

Last but not least. Bumper advertenties. Bij dit type advertentie zijn de video’s kort. Namelijk 6 seconden of minder. Dit geeft je de kans om personen een korte boodschap te tonen die impact maakt. Probeer hier vooral geen verhaal te vertellen, want dat zal niet blijven hangen in de gedachten van de kijker. Het voordeel van deze manier van adverteren? Een korte video heeft minimale (negatieve) invloed op de video beleving van de kijker, waardoor deze minder snel ‘geïrriteerd’ zal raken door jouw advertentie.

Disadvantage of this method of advertising? You cannot build remarketing lists within the platform. What you can do is increase interest in your brand and awareness of it among the target audience.

back to the YouTube funnel.

You now know what types of ads are possible within the YouTube platform. Now we go back to where it gets really interesting. The advertising funnel within YouTube. You may already know the different phases. Visibility, interest and then connection.

phase 1: visibility

In this phase you start showing your ads to the target audience. Which type of ad we use here is the Trueview ad. This means that you as an advertiser only pay per viewed video ad. As mentioned earlier, this ensures that you save costs and that you only reach people who are really interested in your ad. What is the beauty of this? We can build a target group. All viewers who have watched your video ad are "stored" in a list. We use these lists in phase 2!

phase 2: interest

In this phase we are going to use the lists. And not only the audience stored in the lists is useful here. With these lists you can create a similar target group within the platform. The target group in the lists as well as this similar target group can then be reached with a remarketing campaign. This remarketing campaign is an efficient way of advertising because all people in this target group have previously shown interest in your advertisement and therefore in your brand, product or service. Do they then click on this ad? Then we move to the next phase.

phase 3: connecting

Here is where you are going to connect prospects to your brand, product or service. After they click on the remarketing campaign, they are redirected to a landing page. A page where you can provide some more information. About why your offered product or service solves one or more needs or pains of the target audience, or why your brand is so unique. Is the content on this page interesting enough? Is there a strong lead magnet on the page? Then visitors will want to leave their personal data for this content. The visitor has then become a lead!

After visiting the landing page, are the visitors not yet ready to convert to lead? Then we can use a subsequent remarketing campaign in combination with Google RLSA on both the target group and the similar target group to try again to warm them up towards conversion. Google RLSA means that when a person who has visited your website, and is saved in your remarketing lists, will see your ad in Google when they search for a search term that you advertise on. An additional way to warm up your target audience towards conversion.

Ready for video advertising?

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