It’s no longer enough to market on each channel completely separately from each other.
The best marketers in 2019 create omnichannel journeys that implement everything from display, search, video, to chat, email and even calls.
One of the easiest, and highest ROI, areas to start is to create a cohesive experience between your display and video brand awareness campaigns.
By focusing on building and nurturing a high-quality audience, you can create meaningful relationships with potential customers via ads.
This omnichannel approach is the only way forward for display and video advertising.
So creating a strategy that uses not just video alone, but display and video in tandem will yield the best results. Stay with us and we’ll show you how.
“Get on video.”
That has been a key message of every digital marketing blog, guru, vlog, and even books over the last couple of years.
But just creating a YouTube channel and hoping views appear out of nowhere isn’t going to do any good.
And even doing YouTube ads alone in a vacuum won’t miraculously change the ROI of your online campaigns
Customer journeys are becoming longer and longer, and one of the keys is to create as many touch-points as possible with each potential customer.
And the data backs this claim up.
During Google Marketing Live 2019, Google revealed that three 6-second bumper video ads were 107% more memorable, and generated 134% more purchase intent than a single 30-second TrueView ad.
Translation: more interactions = better.
What are Display and Video Ads?
Display ads are static image ads within the content of a website, app, or even video.
The most prominent display ad network is the Google Display Network which includes 2 million sites, and a potential reach of 90% of all internet users.
This is an example of an ad on the Google Display Network on the website Lifehacker.
A video ad is an ad in a video format, no surprise there.
But in advertising the term “video ad” is used separately from “TV ad” or commercial, and only refers to ads on digital channels: Social media, YouTube, apps, and websites.
This is an example of how a video ad looks on YouTube:
But you probably already knew that.
What you might now know, however, is how to use these ads in conjunction to improve brand awareness effectively.
How to Use Audience Building and Remarketing Lists to Market Consistently Across Channels
When you are planning a campaign where you want to combine two or more channels, like with display and video here, you need to know the basics of measurement, audience building and remarketing.
If you want to advertise on the Google Display Network, YouTube, Facebook, and Instagram, you need to install Google Analytics and the Facebook Pixel on your website.
Once you’re set up, you’ll want to set up an audience that you can focus on nurturing with your video campaigns:
For example, you could send clicks to a certain landing page, and target those.
Then you’ll want to exclude pages that show that they’ve already purchased a product or developed a deeper relationship with your company. These pages can be thank you pages, contact pages, etc.
This exclusion helps you avoid spamming ads to people who have already become your customers or contacted you for more information.
Unless you build an audience, you won’t be able to reach and build a relationship with the same people consistently.
How to Combine the Google Display Network with Youtube Video Ads (And Reach over 90% of Internet Users)
The Google display network alone has 2 million websites, and YouTube has 1.9 billion active monthly users.
And not only that, you can use Google’s data from 3.5 billion searches a day to target the right people.
When you advertise on the Google Ads platform, you can target the same audience with video ads as you do with display ads.
That’s because Google now uses the same engine to send ads to YouTube as the display network.
If you’re wondering what this might look like in real life, take a look at how Grammarly is advertising to me online.
First, I saw their ad on YouTube while watching a completely unrelated video (so they are targeting me as an audience).
Then when I was reading The Onion on a lunch break, Grammarly struck again.
Based on the website and the page content, you might not think that this was a very relevant ad. After all, Grammarly is an AI-powered grammar app, not a joke generator! But because I am a writer, and that is how I interact with the internet and Google, the ad is very relevant to me, regardless of the content surrounding it.
(The only blunder is that since I have already accessed the paid tool from this computer, Grammarly should have excluded me from the audience for this particular campaign which pushes their freemium product.)
If you want to run a joint campaign like this, you will need to create two separate campaigns.
One display campaign:
And one video campaign:
Once you have created the separate campaigns, you need to choose the audience or keywords that you want to target. (Since you want the campaigns to work in tandem and create multiple touchpoints, choose the same ones.)
For the top-level campaign, you don’t need to worry about audience building or remarketing lists because they are on the same platform.
You could, for example, choose one of Google’s in-market audiences. (A list of people who have recently searched for or visited sites related to a type of product or service.)
These categories are broad, so you need to get creative and test things here.
If you were trying to increase brand awareness for a GoPro competitor, the in-market audience of Activewear might be just as interesting as the camera one is dominated by typical digital and DSLR cameras.
With only people who have searched for activewear recently, you can still get as much as 11 million monthly impressions on video. And the display numbers are even higher.
Make sure you tailor the creative to the type of audience you are reaching.
Unlike with search marketing, you don’t have the luxury of reaching someone who is looking for your exact product/service.
You might be advertising to people with adjacent interests.
So if you are focusing on activewear, don’t focus on the techy camera stuff in the creative. Instead, focus on how it can help them immortalize their active lifestyles and their moments in nature.
(If you’re worried about the visual aspects of video marketing, here are 24 great examples of short video ads.)
How to Introduce Your Brand with Social Video Ads and Deepen Relationship With Display
Facebook & Instagram are great platforms for top-of-funnel marketing. And with organic reach down by more than 52%, you need to shill up for the ads.
Luckily the ads work so well that Emarketer forecasts Facebook Ad revenues to grow $67.2 Billion (with a capital B) in 2019.
Introduce your brand with social video ads on Facebook, Instagram & Twitter, and build an audience to follow-up with more branding content on the display network.
For example, if you look at our parent company Hootsuite’s Facebook page, you will see video ads designed to drive traffic to our website, to segment and start to nurture an audience.
Once they visit the Hootsuite website, not only can they be added to the Facebook audience because they watched and clicked an ad, we can add them to a Google Analytics audience which we can use with Google Ads.
For example, if we drove traffic from the video above to a landing page with the slug: /the-social-video-lp/, we could easily build an audience around that.
If you haven’t created an audience in GA yet, you need to open the Admin controls and click Audience definitions.
For first-timers, Google automatically prompts if you would like to create your first audience and enable remarketing.
Click the next step button and establish your first audience.
Then you will be able to see the real options for creating a new audience, where you could select a specific page.
Another (better) option would be to use UTM parameters properly in all your Facebook/Instagram/Twitter video ads.
Then you could create an audience focused on traffic sources by clicking “Create New” and then “Traffic Sources” on the new screen.
Here you can target the traffic source, for example, Twitter, and the campaign name as well as the medium and keywords.
Then, you need to link your Analytics account with your Google Ads account, so you will be able to target the same audience on the Display Network.
Once linked, all you need to do is open the relevant display campaign, go to the audience section, and add the audience through the “How they have interacted with your business” section.
If this is the only audience in your campaign (and you have turned off audience expansion), the only people who will see your Google Ads are ones who have watched your social video ads and clicked through to your site.
Knowing that, you can create ads that give a tailored special offer, or discount. Another choice is to link to a high-value piece of content that will help further cement your relationship with the potential customers.
Since the Display format is more limited in the amount of information you can convey in the actual ad, using them as tools to get the audience back to your website is the most common application.
But with some creativity, you can still tell a story with static ads.
How to Reach Your Ideal Target Audience with Display and Improve Brand Recall with Social Video
For some businesses, it can be difficult to target a high-quality audience right off the bat with Facebook, Instagram or Twitter ads.
This is especially common in small niches that are heavily reliant on pre-existing intent to make sales, like travel, tours, b2b and a lot of other industries.
Instead, you can rely on Google’s intent and search activity from over 3.5 billion daily searches.
This history powers targeting options that help you reach the right people from step one. (Google’s powerful targeting options are why advertisers average $2 in revenue generated for every $1 spent.)
Let’s imagine that you have a travel agency that wants to sell more of their Tokyo tour package. A lot of people travel to Japan each year from the U.S., with 176,000 just in March 2019, but the Facebook audience numbers are way inflated.
Since you can’t discriminate between people who have visited already, randomly clicked like on a related page, dream about going but can never afford it or people who plan to go, you end up with a much larger audience.
Out of these 5 to 6 million, you want to reach under 100,000 people that are planning to go to Tokyo specifically in the near future. That’s 2% of the total audience if we pretend that every person who is planning to go to Tokyo has liked a related page or visited a pixeled related site.
Instead of this shotgun strategy, you can start off with ONLY people who are planning to go to Tokyo. These are the people you want to know about your brand anyway, right?
You can use Google Ads in-market audiences for this.
Simply select the “trips to Tokyo” audience, and you’re ready to start branding.
Now all you need to do is send the interested users who click the ad to a landing page with a pixel installed and a custom audience targeting the LP URL like in the introduction.
Now you can retarget them with a video that continues to build the relationship.
For example a best-of destination video like the one Tasty put together here:
7 Tokyo Locations that We Are Totally Obsessed With ✈️✈️Get travel tips, inspiration, destination guides, & more with the Bring Me! Newsletter 👉https://bzfd.it/2ZvRcGd
Posted by Tasty on Thursday, April 25, 2019
Then you can further segment the audience based on how they interacted with the video.
Create a new custom audience with the “Video” source:
Set it to 75% viewed, and choose the video ads:
This will be an incredibly high-quality audience that is aware enough of your brand that you can now start to focus on closing.
And that’s it, we’re done for now!
These are the three powerful strategies we use to increase brand awareness by combining Display Ads and Video Ads.
Why don’t you test them? And don’t forget to let us know your results in the comments!