Every growth hacker or growth marketer thrives on moving fast and finding opportunities where other people are not looking, or, not many people are exploiting. One such opportunity is Youtube ads, which are a great opportunity for any growth hacker or marketer right now looking to generate leads and sales for their respective ventures.
What are some of the ways you can quickly get started and test the waters with YouTube as a growth channel for your business is what we will explore in this article today.
Leveraging YouTube’s Reach for Rapid Growth
YouTube’s massive global reach and high engagement levels make it a prime candidate for growth-driven advertising campaigns, even though it is not viewed as a performance channel rather a brand and awareness channel. With content on almost every subject, you are surely going to find an engaged audience on the platform that you can convert into leads and paying customers.
The key to remember here is that YouTube is another search engine just like Google.
Quick Setup for Immediate Impact
YouTube ads are run from inside your Google ads account. You can find the option to select YouTube as a channel from either “awareness and consideration” or “Create a campaign without a goal guidance option” as illustrated below:
This is where you will select you campaign objective and once you have chosen your objective you will be able to choose more options. For example the picture below shows the options you get once you have chosen “create a campaign without a goals guidance” > “Video” objective.
Setting up a YouTube ad campaign quickly is crucial for maintaining momentum in growth hacking. Here’s how you can get started:
- Choose the Right Ad Format: Start with Bumper ads or In-Feed ads, as they are less intrusive and quicker to create.
- Quick Campaign Creation: Use YouTube’s campaign setup wizard in Google Ads to launch your ad within minutes, focusing on high-impact, short-term goals for immediate results. Dont let the wordings confuse you, choose the objectives that give you the most options for what you are trying to achieve.
Hyper-Targeted Audience Segmentation
Effective growth hacking relies on precision targeting and you have the following options when it comes to targeting your YouTube ads:
- Interest-based targeting:
Utilize YouTube’s detailed targeting options to focus your ads on users most likely to convert. - Custom Audiences:
Combine YouTube’s native demographic with external data like email lists to create Custom Match audiences. - Target videos using Adzaps:
This level of targeting allows you to deliver highly relevant content to a refined audience group, increasing the likelihood of engagement and conversion.
Crafting High-Impact, Low-Cost Videos
Video content is the heart of any YouTube ad campaign. However, creating videos doesn’t have to be expensive:
- Use Free Editing Tools:
Tools like Capcut or DaVinci Resolve offer powerful editing capabilities at no cost. - Keep It Simple:
Sometimes, a straightforward, authentic message filmed on a smartphone delivers better results than highly polished content. - Emphasize Storytelling:
Focus on stories that resonate emotionally with your target audience, which can significantly boost viewer connection and response rates.
Conversion-Optimized Ad Formats and Placement
Choosing the right ad format and placement can drastically improve your campaign’s effectiveness:
- In-Stream Ads:
Great for longer messages where you can hook the viewer in the first few seconds. - Non-Skippable Ads:
Use sparingly; ideal for creating a strong impression when promoting limited-time offers.
Strategic Use of CTAs and Landing Pages
Your CTA should compel action:
- Be Clear and Concise:
Tell viewers exactly what you want them to do. - Optimize Landing Pages:
Ensure the landing page is directly relevant to the ad content, with a clear value proposition and minimal distractions.
Guerrilla Tactics for Budget Management
Managing your budget effectively is key to sustainable growth hacking:
- Dayparting:
Run ads during specific times of the day when your audience is most active to maximize ad spend. - Frequency Capping:
Limit how often the same person sees your ad to avoid ad fatigue and wasted impressions.
Analysing Data to Drive Growth
Measure everything:
- Set Up Conversion Tracking:
Utilize Google Ads and Google Analytics to track the performance of your ads in real-time. - Focus on Metrics That Matter: Prioritize metrics like Cost Per Acquisition (CPA) and Conversion Rate over more vanity metrics like views and impressions.
Scaling Successful Campaigns
Once you find a formula that works, scale it without significantly increasing your budget. Automate what you can, replicate successful ad formats and targeting strategies, and continuously test new ideas.
