Must Have Audiences for YouTube Remarketing

must-have-audiences-for-youtube-remarketing
Remarketing is a way of reconnecting with people who have already been on your website and allows you to put specific targeted messages in front of these visitors, knowing that they should already have an  idea of who you are.
A little known and underused type of remarketing is remarketing using your YouTube channel.
Using your AdWords account you can build remarketing lists that you can then use to promote YouTube content to and you can use your existing remarketing lists to promote other content to people who engage with your YouTube channel.
Benefits of using YouTube for remarketing

    • Visually displaying your product in an animated way, so the potential customer gets a realistic view of how it works.

 

    • Building regular viewers builds credibility and trust

 

    • You can combine the list with demographic and geographic criteria to be very specific about who you want to get your message in front of

 

    • You’re not limited by text character restraints as you are with AdWords ads

 
Building remarketing lists from you YouTube channel
AdWords lets you connect other Google products to your account. You can currently connect Google Analytics, Search Console (Webmaster Tools), Google Play (if you want to promote an app), Google Merchant Center (if you run Shopping campaigns) and your YouTube channel.
For a specified time period, up to 540 days maximum, lists you can build include:

  1. People who have viewed any video from your channel
  2. People who have visited your channel page
  3. People who have viewed any video used as an advert from your channel
  4. People who have liked any video from your channel
  5. People who have commented on any video from your channel
  6. People who have shared any video from a channel
  7. People who are subscribed to your channel
  8. People who have viewed specific video(s) from your channel
  9. People who have viewed specific video(s) as ads

This leads to lots of possibilities of how you can engage with people who view your content. You could use lists a and b, excluding list g, to promote regular engagement by using video ads of new as it becomes available.
Knowing that lists f and g are likely to be warmer prospects, you could create video ads promoting a special limited offer for them as valued subscribers.
If you are promoting a specific offer or product, you can use list h to provide extra information about that product, or show video ads that add credibility to the message you are trying to promote.
Within a campaign where you know people have viewed ads already, lists c or I, you can either exclude them from the campaign if the viewer hasn’t bought/signed up yet, or show them another product that may be suitable if they didn’t buy the original one.
Using existing AdWords remarketing lists to promote your YouTube content.
If you are already using AdWords remarketing, you can use the lists that you have built to promote your YouTube content to.
Lists you should think about from your existing website traffic:

    1. All Website Visitors
      A list that includes everyone who has visited your website within the specified time period.

 

    1. All Website Converters
      A list that includes everyone who has been deemed to have ‘converted’ on your website within the specified time period. This list will include both leads and sales and is a list of people who have shown some definite interest in you.

 

    1. All visitors for a particular product
      This will be many lists. One per type of product or lead bait so that you know exactly which piece of marketing  that the people on that have shown interest in. This allows you to show them a more compelling message to try to get them to convert.

 

    1. All Converters for a particular lead bait/product
      This will be many lists. One per type of product or lead bait so that you know exactly which piece of marketing that the people on that list have downloaded, so you can tailor the next message that you show them.

 

  1. Cart Abandonment
    This list would be all visitors who have reached a certain point in your sales funnel, but not bought. You could then show them a specific offer designed to get them to purchase.