A prospective student might have as many as 1,000 interactions with different ads, websites, YouTube videos, and other forms of content before filling out their first lead form. If you truly know your audience, you can create quality content that provides real value. You can also grow your YouTube channel by promoting your videos through AdWords.
The E-Learning industry has experienced an enormous increase in users and is expected to take in $243 billion dollars by the end of 2020. Online courses are now accepted by the masses, and more students and working professionals are willing to pay for courses.
Check out a few tips for spending your YouTube ad budget as wisely as possible and gaining attention from the right people at the right time.
Define your metrics and goals
When analyzing results, there are four main categories of metrics you can track for each video. These categories are located under the “column” drop-down in your campaign’s interface. In the “views” category, you can see how much of the ad people viewed (as a percentage) and whether the ad drove any views on your brand’s other videos. The “audience” category will track likes and shares for each ad.
Your goals should also clarify the type of content you wish to feature in the ad — some metrics are better for branding goals while others will drive leads and conversions.
The view rate indicates if the creative and messaging are interesting or entertaining enough for people to watch the ad. By increasing your view-through rate (VTR), you will lower your cost per view. Conversions will also help you understand if your ad is driving leads and producing a high ROI for your brand.
Choose your Ad Format
A full list of ad format can be found here.
If your goal is increasing brand awareness with an engaging video ad, then it would make sense to run a TrueView in-stream or discovery ad. However, if you’re looking to target students who are closer to taking action and are genuinely interested in your offerings, it might make more sense to use sponsored cards.
Segment In-Stream and Discovery Ads into Separate Campaigns
The main difference between these two is that In-stream ads play before, during, or after other videos. Discovery ads, on the other hand, appear next to related YouTube videos, as part of YouTube search results, or alongside other content across the Display Network. Thus, you should incorporate a different budget and strategy for each option.
When taking advantage of the YouTube targeting option, we have the ability to strategically connect with potential students at every stage of the journey. By testing multiple audiences or targeting parameters, you can figure out which audiences drive the most engagement. All available audiences are visible here.
Remarketing is a very effective targeting method as it allows you to reconnect with prospective students who have previously engaged with you and have already expressed interest. Creating valuable content and personalizing ads greatly increases the likelihood of driving them back.