Digitalks #10. Digital Advertising for Online Campaign
We got the secret sauce to developing successful digital advertising and why it is powerful for online campaigns
Digitalks is a virtual brown bag lunch meeting by Breadnbeyond’s Digital Marketing team where all valuable information, feedback, ideas, seminars, and training sessions are shared.
As the era has become significantly digitized, more and more people enjoy their time on the internet, scrolling through pictures and watching videos.
When there is a mass of people on the internet, it makes solid sense that digital advertising is the best approach to trawl potential customers.
A six-year-experienced digital marketer, Kevin Olla Pina Putra from Kitabisa.com, shared the nitty-gritty about digital advertising and online campaigns.
He also pointed out YouTube as an excellent place to make your campaign succeed.
Why Should Businesses Adjust to Digital Advertising?
According to Kevin, digital marketing can boost online campaigns by making them more visible and accessible to a broader range of customers.
Digital advertising also allows businesses to find and target specific groups of people that have already searched for products or services in your industry.
The Best Online Campaign Today
Promoting products to target buyers can be anywhere within cyberspace, but one supreme way is utilizing video ads.
YouTube is a place to dive in.
The platform has 139 million users in Indonesia as of 2022.
People spend over 60 minutes on the platform watching one video to another every day.
Therefore, YouTube is beyond social media; but rather a gold mine for businesses.
- Over 55% of people use YouTube as their further reference when learning about products.
- Over 40% of people will likely purchase products they discover on YouTube.
Turn Prospects into Customers with YouTube
It’s clear now why video ads and YouTube are a powerful combo to get customers.
But, the big question is, ‘how can we turn prospects into customers with YouTube?’.
With years of experience in Digital Marketing, Kevin revealed some secrets to answer the question.
Which he narrowed down to four vital points below:
- Create video ads that relevant to users
- Target people based on their searches, intent, and habits on Google
- Convert them on YouTube with video ad formats that drive action
- Measure YouTube ads view, clicks, and conversion rate
The Metrics of YouTube Ads
While running an online campaign with YouTube ads, you’ll find specific terms and essential keywords related to your ad performance.
Kevin explains the terms and keywords simply for you to understand easily.
- Impression: refers to your campaign’s reach or how often it’s visible to users.
- View: when users view your ads, whether with or without clicking it.
- Interaction: when users take actions on your video ads, such as clicking certain buttons, including your profile.
- Click: when users click on your video ads, such as the blue headlines, your page, or your business number.
- Conversion: when users take targeted action, such as coming to your page and purchasing a product.
- Revenue: money that you earn per 1,000 video views.
Video Solution for Marketing Goals
Kevin divides the video solution based on the marketing objectives, which are:
1. To maximize reach and increase awareness
2. To build consideration and interest
3. To drive online action and sales
Each marketing objective has a different approach to achieving the desired goals. Take a look at the table below.
Utilizing the proper video format and targeting the right audiences will make your ads perform optimally.
Most importantly, your efforts and budget won’t go in vain.
The Creative YouTube Ads
The most significant thing when creating YouTube Ads is the content itself.
We can’t deny that users love to watch awesome videos — something that’s exciting, engaging, and appealing at the same time.
Kevin breaks down the best storyline to create YouTube ads.
He also pointed out the difference between traditional and modern storylines.
Traditional Storyline
The old way of developing a storyline for an advertisement includes an introduction, structure, peak/surprise, offer, and branding.
We can’t say that the traditional storyline is bad, but it’s just not the best fit for today’s audiences that want everything to be compact and straightforward.
Modern Storyline
Many businesses have been shifting style into a modern storyline that includes a strong intro, subtle references to brands, unexpected twists, multiple peaks, and further action for interested parties.
The difference between the traditional and modern styles is explicit, isn’t it?
The modern storyline is more dynamic and powerful but still subtle to approach audiences.
Take a look at the picture below.
The Creative YouTube Ads and Example
To sum up the whole theory of establishing compelling YouTube Ads, Kevin listed four key points, which follows:
- Attract: create a strong introduction and use a good hook
- Highlight the brand: be natural and thoughtful
- Build connections: maintain the viewer’s attention through suspense, audio, and the correct tempo.
- Drive action: convey what the viewers should feel/think/do
Kevin also showed some examples of excellent YouTube Ads, which are no more than two minutes long.
1. KitKat Advertisement (15 seconds)
It’s impressive how KitKat can deliver a compelling storyline through a 15-minute video ad.
The straightforward narration is suitable to target and embrace all kinds of audiences regardless.
2. KitKat Advertisement (30 seconds)
KitKat has a great storyline throughout the video.
It’s easy to follow and can raise the curiosity of the audience.
At the end of the video, they also add their iconic jargon to impress viewers.
3. Apple (60 seconds)
Anyone can tell that the video ad is strong from the get-go.
Despite the minimalistic visuals, Apple uses a fast tempo and strong music to engage audiences.
It’s clear now how digital advertising and YouTube ads are impactful in achieving certain goals, such as raising brand awareness, approaching and engaging wider audiences, and increasing conversion rates.
After all, running an online campaign requires you to utilize the right strategy, and the above points are keys to a successful campaign.
Related:
Breadnbeyond has useful resources that can help you hone your social media marketing skills. You can subscribe here to get free e-books!
