How to Setup a Remarketing Campaign for Youtube Video Ads
There are 2 things you should be doing right now!
Each of them converts like crazy in their own right. And together, they’re a match made in heaven!
What I’m talking about?
Thing 1: Video Ads.
Have we mentioned that yet? Um yeah, I reckon we have of course! They’re hugely effective for both Youtube and Facebook, which is why we’re offering you an entirely free template to get started.
Thing 2: Remarketing.
You know how when you’re looking at that pair of shoes the rest of the internet all of a sudden keeps showing you those shoes as well (in the sidebar, above the fold, a.k.a. all over the place?)
Yup, that’s remarketing and you can do that with Youtube Instream Ads as well, which I’ll be showing you today.
What is remarketing?
It simply means, stalk people that have visited your site all around the internet! Ha!
Okay, and now for the less – creepy – sounding version:
Remarketing lets you show ads to people who have visited your website before. And, this is possible because of the existence of “cookies”.
Wikipedia to the rescue:
An HTTP cookie (also called web cookie, Internet cookie, browser cookie or simply cookie, the latter which is not to be confused with the literal definition), is a small piece of data sent from a website and stored in a user’s web browser while the user is browsing that website.
When you install a piece of code on your website called a Remarketing Tag you’ll start collecting those cookies, from which you can create Remarketing Lists. Then, when you setup your campaign inside AdWords, you can run your ads specifically to people on those lists.
Once you get the hang of it, you can get very specific, by targeting only people that visited page X and not page Y on your website…. etc.
But, today I’ll show you how to get started with the easiest way of remarketing for Youtube Instream Ads.
Why you should be doing it?
Remarketing can be a great tool to remind people of your awesome product or service and to build and deepen relationships with (future) customers.
To put it simply:
1. It works.
A.k.a. a high ROI! We’ve been testing it ourselves and the results are amazing. What it comes down to is that people that have already visited your website are simply much more likely to be interested in whatever you have to offer than people who’ve never heard of you.
Here you can see a screenshot of one of our new tests. As you can see these are 8 conversions in total for only SGD 14.31 (Singapore Dollars) which equals 1.78 SGD or $1.28 per lead.
Not too shabby!
2. It’s easy.
You do have to setup some things before you can get started (more on that below) but after that, building remarketing lists goes on autopilot! Once you’ve installed a piece of code on your website it starts collecting “cookies” automatically, from which you can create a variety of Remarketing Lists whenever you please.
3. It gives you a second chance.
Did you know that 96% of website visitors leave without converting? Eek!
In today’s information overloaded world it’s extremely hard to keep someone’s attention. Remarketing allows you to easily reconnect with those people that might otherwise be gone forever. Didn’t get that sale right away, or you didn’t capture their email address? No worries! You can reach out to them again through remarketing.
How you can use it?
You can use remarketing in tons of different ways. Some ideas:
- You can run ads for your product to everyone that has visited your website
- Or more specifically, you can remind someone that visited your sales page that they left their shoes in their basket.
- You can offer someone who visited your blog post a “freebie” / lead magnet that relates to that blog post.
- You can offer your existing customers a discount on a new product.
- Or, you can simply use it to build brand awareness. Just like in real life, it takes time to build relationships and to build trust. Your remarketing campaign can be part of that.
Of course, you have to be strategic in how you set this up (because you want to “remind” people and not “annoy” them) but you’ll learn more on that in today’s video.
Who should be doing it?
Well, pretty much every business owner!
Unless you’re JUST getting started with your business and only your mom, best friend and dog are visiting your site. In that case, it might be good to wait a little longer! (no shame in just getting started of course… but your mom and dog likely won’t convert to paying customers anytime soon).
Also, a remarketing list must have at least 100 active visitors within the last 30 days before you can show an ad to people on the list (when they visit a Display Network site, which is what Youtube belongs to as well).
But, even if you’re in that early stage of your business you SHOULD make sure that you get your remarketing tag installed ASAP so that you can start tracking those cookies from now on.
Because…. you might have 3 visitors today, but 300 or 3000 a few months from now and you don’t want to have forgotten to install this essential piece of code that will make your life so much easier!
Your First Youtube Instream Remarketing Campaign
To get our facts straight… a remarketing campaign means that instead of running your video ad to a list of video placements, you’re running your ad to videos that people on your Remarketing List are watching.
As these are people who have visited your website before, you have a pretty strong indication that they’re interested in your product or service (even though they might be watching an unrelated video at that moment).
So, how can you get started with this?
The Remarketing Tag
Before you can start showing ads to customers on a remarketing list, you’ll need to paste the remarketing tag ( a small snippet of code) on all pages of your website. Again, even if you’re not planning to do a remarketing campaign “just yet”, make sure to get this code installed anyway, so you can start collecting those cookies!
Learn more about how to install the Remarketing Tag in the video on top of this post, or check out this Adwords support page for more info.
If you’re not a techie, just ask someone who IS to help you out! (You could use a website like Upwork to help someone install it for you quickly).
Once the tag is installed it will start working immediately. Meaning… everyone who visits your website from then on will be auto-added to your list.
NOTE: If you’re used to doing Facebook Ads, be aware that this is a different piece of code than the pixel for Facebook Custom Audiences (which has a similar functionality). You can, however, use the Google Tag Manager to manage all those snippets of code in one place.
Building Your Campaign
Then… you can start to build your first campaign! Watch the video at the top of this post to learn how easy it is to set this up inside AdWords.
When you’re done watching, let me know in the comments if you have any questions!