Paid advertising on search engines and social media have become extremely competitive and increasingly expensive. To get new leads and customers, businesses need to leverage YouTube Ads that is a blue ocean with huge reach.
Over 85% of customers in the US search online before they make a purchase even if the purchase is made at a local business. This statistic just goes to show the importance of adopting the right strategies for online marketing. Marketers today are faced with a plethora of choices to make when it comes to their marketing channels. With the rise of search engines led by Google, YouTube and social media platforms led by Facebook and Instagram, it’s absolutely essential to pick the right marketing channel for a product or service.
Google has announced that page experience ranking signals for search will launch in May 2021. This will combine Core Web Vitals and previous UX-related signals. The important aspects of Core Web Vitals are -
Largest Contentful paint: The time it takes for a page’s main content to load ideally needs to be 2.5 seconds or faster.
First Input Delay: The time it takes for a page to become interactive ideally needs to be less than 100 milliseconds.
Cumulative Layout Shift: The amount of unexpected layout shift of visual page content needs to be less than 0.1.
In simple and short terms, Google's page experience measures ‘user experience’ on a webpage. The metrics used to measure this experience are the webpage’s speed, responsiveness and visual stability. All websites that want to rank organically or with paid ads in Google need to ensure that they are compliant with the search engine’s core web vitals update starting May 2021. Businesses, especially the small and local ones also need to ensure they have a robust online marketing strategy that extends beyond their websites. A good way to do this is to diversify their marketing strategy and create YouTube videos with good content. These videos should address their prospect’s problems, pain points and, thereby increase the know, like and trust factor. To take advantage of the huge reach that YouTube provides and, find how to get free ads on top of search engine listings, check out this post Get laser targeted leads from YouTube Ads.
When it comes to paid advertising, Google and Facebook don’t allow ads for specified product categories and enforce stringent ad policies. And despite spending on ads, it’s not possible to collect emails and, build a list with Facebook. There is too much competition on both platforms while Ad prices have also been increasing tremendously year on year. Google Ads is a powerful channel to reach customers with high buying intent. Google, unlike social media is a search engine that people search for using specific queries and, so is much more targeted. But the downside is that cost per click(CPC) is hugely dependent on the product, industry and competition. The search engine runs a bid on the keywords advertised and the Ad rank is a factor of the Cost per click(CPC) and Ad quality score. What this means is that for a paid ad to rank higher, either the ad costs are higher than other bids or the quality score needs to be very high. This makes it very difficult and/or expensive for a paid ad to get a first or even a second page listing in the search results. It’s estimated from ad accounts that a Google Ad with a poor quality score can cost up to 800% more than that of an ad with a good quality score.
YouTube is the second largest search engine on the planet after Google and it’s owned by Google. It feeds over 1 billion hours of videos each day to users. These videos are also listed in Google search results as it has the largest video content in terms of quality and relevance. Video content’s popularity with customers in many niches has soared over the past few years and, so the platform is expected to majorly dominate the search results in Google over the next few years. All this makes YouTube a desirable and effective platform to market products and services both for business to business and business to consumer segments.
Besides ranking in the YouTube search results, the videos created with right content and targeted to the right segments could also potentially rank in Google general search, carousel and Google videos. So this gets them upto three times the potential exposure of a website. Some of the niches where videos can market very well are real estate, local businesses, coaching, consultancy, E-commerce, medical and dental practice, home repair and improvement services, pet products, health, beauty and cosmetics, auto, finance, affiliate marketing, software products and services, travel. It is important that videos have the right content and are able to instill confidence in their prospects to be able to turn them into customers. They need to target the right customer segments and get into the top rankings preferably in the top 10 to be able to attract high quality leads that convert at high rates. For more information on how you can create free ads with YouTube videos and, rank products on top of search listings, find out here - Get laser targeted leads from YouTube Ads .
