How does it Work?

In the same way as remarketing from your own website, a user visits your YouTube channel or views one of your YouTube videos; a cookie is placed on their computer which you can then use to remarket to them via AdWords.

So when that person is browsing the internet after watching your video on YouTube they will be shown adverts via the Google Display Network (GDN) with your promotional messages or branding.

See the example below where a user visits the Value My Stuff YouTube channel, they then continue to browse the internet and are shown an advert from value my stuff which invites them to come to the site for an antiques valuation. The user then clicks on the ad, goes to the site and purchases the valuation.

Why you should do it

Well, you’ve set up your brand channel, created exciting user content and started driving people to it from your site or various other means. But why leave it there? The fact they’ve watched your video does not necessarily mean they will become a customer.

With YouTube remarketing you’re able to show adverts to that user at a later date! So as with the example above, you’ll be able to use it to interact further with the people who visit your YouTube brand channel & keep them aware of your brand, build further visits to your website and drive sales through promotional advertising.

What else is so great about this?

If your video goes viral, or people put links to it on Facebook, when any of those people watch your video, you will also be able to remarket to them too thus creating a massive pool of users who are interested in your content to remarket to at a later date.

You may want to simply tell them about a new video when you upload your next one, or you may want to show some advertising for your website or certain products they’d be interested in and give them the chance to revisit your website.

How to avoid annoying people

Remarketing can be a bit of a touchy area as most brands don’t want to bombard their clients with advertising to the point where it annoys them. Google have thought of this and there are frequency capping options available to all users. You may decide you only want to show your adverts 2 times a day, or 5 times a week per user, the choice is yours! Here at periscopix we recommend no more than 5 times a day per user.

It’s also important to set custom combinations up with your remarketing code. Once people have come back to your site & purchased or completed the goal you set, you want to minus them from your remarketing list, so create a custom combination in AdWords with your YouTube remarketing code minus your conversion code.

Beta

This is currently only in beta with Google so you’ll need to get your YouTube channel white listed for this first (feel free to speak to us about this).

Requirements for getting started

Firstly you’ll need to convert your YouTube brand channel into an enhanced brand channel (again we can help with this, it’s a free service from YouTube & your channel will look much more professional with banners linking back to your own site). Not sure what an enhanced channel is? Check back later for my next blog post.

Once your brand channel has been white listed for the beta trial you will then see the necessary settings in the account for placing the remarketing code (which can be created from within your Google AdWords account).

Like any remarketing campaign, you’ll need to have 500 users in your remarketing list on Google AdWords before you can start your advertising so depending on how many views you think your channel is going to get you may want to set your cookie length accordingly. If you know you will get 500 users viewing your channel within 7 days then you could use a shorter cookie duration (meaning you will advertise to those people for the next 7 days), if you know it will take longer to get to 500 then you may want to set a 30 day period to allow you to gather up the users.

This feature would be amazing for people who have built up a brand channel, or are thinking of building a brand channel and want to be able to add more value to the visits they get through their video uploads.

If you’d like to get on board with this trial give us a call and we’ll find out if you’re eligible & help you get started.

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