YouTube Advertising: A Full-Funnel Guide

Discover the power of YouTube advertising and unlock new opportunities for your business growth! 📈 YouTube offers advanced tools to reach millions of users at every stage of the customer journey: from building awareness to driving sales. Leverage cutting-edge formats like YouTube Shorts, view-based campaigns, and demand generation strategies to make your brand stand out. 🚀

Join today and start creating demand, engaging your audience, and achieving exceptional results! 🎯

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0:00 – Introduction to YouTube marketing and its potential to drive growth through full-funnel strategies.
0:41 – The non-linear customer journey: balancing brand awareness and performance to avoid growth limitations.
1:39 – Overview of YouTube’s format universe, including Video Reach Campaigns (VRCs) and their AI-powered optimization.
2:41 – High-impact formats like CPM Masthead ads for brand visibility and cost-per-hour options for peak viewing times.
3:35 – Video View Campaigns (VVCs) and their ability to maximize views with AI, delivering better cost efficiencies.
4:31 – Using Reach Planner to predict campaign performance and plan across YouTube and TV placements.
5:31 – Interest vs. Intent: Targeting high-intent audiences with advanced options like affinity and in-market audiences.
6:41 – Case studies (e.g., Jimmy Dean, Airbnb) showcasing success with audience targeting tools and intent-based strategies.
8:01 – Custom audiences and lookalike segments: leveraging first-party data and Google’s AI for precise targeting.
9:11 – Importance of creative quality and the ABCD framework (Attract, Brand, Connect, Direct) for effective YouTube ads.
10:41 – Optimizing asset coverage: ensuring a variety of creative formats for maximum efficiency and future adaptability.
12:01 – Measurement strategies: Evaluating demand-gen campaigns across the funnel with conversion, brand, and search lift metrics.
13:41 – Demand-gen campaigns: Creating demand before capturing it, targeting the consideration phase of the customer journey.
15:01 – Combining lookalike segments with optimized targeting to maximize high-value audience reach.
16:31 – Creator promotions: Partnering with YouTube creators to deliver engaging, native-like ad experiences.