How to find your customers with YouTube ads

These are the settings we use

Jackson Blackledge
June 14, 2024 • Estimated Reading Time: 4 minutes

Hey there! 👋

Welcome to Echelonn’s Friday Roundup.

In today’s newsletter, this is what I’ve got for you:

Read time: 2min 23sec

"YouTube just doesn't get the return I need to invest in it."

The truth is that YouTube's default settings are designed to benefit YouTube (aka Google), not you.

They want you to spend more, not get more targeted results.

Many online retailers struggle to leverage YouTube advertising to drive sales effectively.

It's because they use a one-size-fits-all approach.

This can work for big brands like Porsche, Omega, or Rolex.

Because all they care about is brand awareness.

And they can put up any ad and get some conversions.

But for most scaling brands, showing the same ads to everyone means 0 results.

If you're not segmenting your YouTube ad campaigns based on where viewers are in their buyer journey, you're doomed to have low results.

Prospects who have never heard of your brand need different messaging than those who have already visited your website.

And if you're not using your existing customer data to find lookalike audiences, you're missing out on a goldmine of potential sales.

Over the last 2 years, we've helped hundreds of ecommerce brands optimize their YouTube advertising strategy.

The secret to YouTube advertising success in 2024 is all about segmentation.

You need to create separate campaigns for each stage of the buyer journey:

1. Prospecting campaigns to introduce your brand to new cold audiences

2. Remarketing campaigns to nurture people who have interacted with your brand

3. Seed audience campaigns to find new customers similar to your existing ones

The reason this works is simple...

When you tailor your ad creative and offers to each group, you'll see you resonate better.

So they watch the ad.

Then, if your creative is on-point, they'll click on your website.

This is just one part of the equation.

We break down our complete strategy here:

Or, if you want a free growth consult that involves YouTube, click here.

Next week, I'll cover creatives.

See you in the next one,

Jackson

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