There's a reason why social media marketing is growing in popularity among businesses. It has the ability to reach a targeted market fast. An eMarketer study in 2019 showed that paid advertising rose from $21.49 billion in 2017 to $36.14 billion in 2019, and was expected to hit the $50 billion mark in 2021.
Despite Facebook controlling the ad market with its 74.58 percent market share, LinkedIn and YouTube ad strategies are quickly gaining momentum. Here are three useful tips for creating successful ads on YouTube and LinkedIn.
1. Who are You Targeting?
Audience targeting is crucial when advertising on YouTube or LinkedIn. These social media platforms reach a diversified audience, so you need to define the people you'd like to reach. Targetless advertising is ineffective as your ads are wasted on irrelevant audiences with no interest in buying your product.
You can reach your YouTube audience based on demographics, search history and interests. This platform also allows you to target users directly by uploading a user CSV file with target email addresses through Google Ads. You can also place ads on your competitor's YouTube videos, ensuring you advertise to people interested in your product.
LinkedIn's targeting options include the audience's location, company name, company size, industry, etc. This platform offers other targeting options like the LinkedIn audience network that helps you reach users when they are on other premium sites. Additionally, the audience expansion shows your ads to people with similar interests to your target audience.
2. Content Matters
The best type of ad content is the one that grabs the audience's attention and passes your message to them.
There are different types of YouTube Ads, including skippable instream ads, unskippable instream ads, banner ads and discoverable ads. For skippable instream ads, you have exactly five seconds to grab a user's attention before they are able to skip it.
The content on LinkedIn is dependent on whether the ads are sponsored content, message ads, dynamic ads, or text ads. These types of ads vary in terms of their delivery to your audience, which determines the type of content you create and how you present it.
3. Past Visitor Retargeting
The retargeting tool is a common feature within the two platforms and enables you to direct your ads to people who have interacted with your brand in the past. This allows you to market to an audience that knows you and is interested in your product.
YouTube has a retargeting tool that enables you to set an ad to be viewed by people who have performed specific actions on your past ads or videos. This includes audiences that viewed a video from your channel, viewed a video as an ad from another channel, subscribed to your channel, liked your video, etc.
LinkedIn retargeting, on the other hand, uses the insight tag on the platform. This tool enables you to track conversations and get immediate insights into the audience's traits and content preferences, allowing you to send the right ads their way.
Advertise Effectively on YouTube and LinkedIn
YouTube and LinkedIn advertising can result in a higher audience reach, but you have to do it right. They have a low ad concentration since few marketers express their interest in the platforms, giving you a competitive edge if you implement the right ad strategy. You have to identify who your preferred audience is, create engaging ad copy, and then retarget those that have shown interest in your brand.
Are you interested in advertising on YouTube and LinkedIn? Check out our Ultimate Guide to Hubspot Administrators here, and learn more about why your business needs to be advertising on these channels and how we can help today!
*(updated 3/6/2023)
