YouTube is an effective channel for promotion because video hosting has the highest rate of video viewing. At the same time, video advertising is rapidly gaining popularity. Many brands choose this channel. However, there are a few nuances to consider before running an ad on YouTube. There are a few rules to follow to get the most out of your promotion.

No matter how attractive the channel’s statistics are, it is possible not to get the desired result. To avoid any mistakes, it is better to prepare in advance. It is much easier to do this if you know about the “pitfalls” that can be encountered and, accordingly, avoid them.

1^st Mistake. Lack of the right goal

One of the difficulties of advertising on YouTube is tracking the exact result. It is important for the advertiser to be able to properly plan coverage, understand the target audience, the desired frequency of contact, or have traffic conversion data to use the inventory of the lower stage of the funnel.

Given this, many prefer to follow the path of least resistance, looking for simpler solutions. Often the business or marketing department specifies the format of the task, such as getting or increasing popularity and strengthening knowledge among the audience. These are general concepts without a specific purpose.

2^nd Mistake. Lack of an appropriate coverage strategy

The business uses the YouTube platform as a channel to reach and communicate with a wide audience. In our opinion, the idea is correct. However, what follows is the incorrect logic of its implementation. Web promo YouTube advertising specialists are often seen in the advertising offices of our clients. When setting up coverage, pay attention to critical parameters, including:

• • The percentage of coverage of the target audience.

• • Frequency of communication during the advertising campaign.

• • Formats used and their combination.

If you ignore at least one of the points, the effectiveness of such coverage campaigns is significantly reduced. Although the question is not in the channel, in the way it is operated. To avoid such situations, you should also use the services of professionals in planning and conducting campaigns.

3^rd Mistake. Lack of control of placements

As you know, YouTube is a platform available to a very wide range of users. From children watching cartoons to fans of astrophysics, who analyze the hypotheses of the existence of mole holes and more. Therefore, it is important to regularly monitor display placements (channels and specific videos) during the advertising campaign, to exclude irrelevant or less attractive audiences. This can be determined by the VTR.

It is necessary before the start of the campaign to connect the lists of excluded sites and add negative / excluded keywords, which will help first improve targeting and increase investment efficiency.

4^th Mistake. Unadapted creative

There are best practices for YouTube creatives. These are certain parameters, for example:

Creatives should look great on mobile devices. We have already said that the vast majority of traffic is mobile.

The creative should have an intriguing beginning to interest the user in the first 2-3 seconds.

It is advisable to demonstrate the product and remember your brand for the first 5 seconds, so that the user has in mind the brand “broadcast” of the brand, even if he pressed the ‘skip’ button.

This will allow you to get the most out of each ad contact. According to the latest data from Google, creativity is the most important component of the success of an advertising campaign, on which about 40% of the result depends. Therefore, as in the previous paragraphs with planning and goal setting – to entrust the creative better to an experienced agency that can do not only good but also effective creative that meets the requirements of advertising platforms.

5^th Mistake. Lack of integration into the overall structure of digital campaigns

YouTube ad optimization algorithms aim to bring the most conversion audience to your site. Nevertheless, this tool is not the last in the chain of touch before conversion.

Accordingly, you need to clearly understand the basic requirements:

• • what role this channel plays in the overall structure of campaigns;

• • what parcels are delivered to the target;

• • when switching through which advertising campaigns (or types of traffic) users are already making conversions/transactions/calls.

We often see a situation where the video launched does not provide a direct response and does not create excitement in the call centre, but helps to better communicate with the target audience in the middle stage of the funnel. Video is actively involved in the chain of associated conversions, which means the indirect impact on the result.