Best Practices for Driving Sales on YouTube with TrueView for Action Ads

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Best Practices for Driving Sales on YouTube with TrueView for Action Ads

The TrueView for Action ad format on YouTube is one of the most effective when it comes to developing lower-funnel strategies on this popular online video platform  cell phone provider lookup canada that already has 2 billion active users worldwide, according to figures from Statista . Unlike YouTube advertising aimed at generating  awareness and favoring brand recall, TrueView for Action campaigns aim to obtain a response from the user , moving them to action and making them advance in the customer journey . TrueView for Action ads are set up with two types of goals: driving traffic to the website or capturing leads . The latter can materialize in the form of requests for information via a form, subscriptions to the newsletter, download gated content, inclusion of an item in the cart or, directly, in the purchase of a product.However, getting the most out of TrueView for Action is by developing a correct optimization task for video campaigns . At Labelium we have condensed the most appropriate tactics in this best practice guide to achieve the best results with the TRV4A format on YouTube . It focuses on three elements: the message, the selection of audiences and the bid strategy.

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Effective Messages for TrueView for Action Ads
TrueView for Action ads are in-stream videos that play before, in the middle, or after content is viewed. On the video, clickable static elements are superimposed:  gulf email list  a title, a call to action, a final screen and, optionally, sitelinks.The secret to good creativity for TRV4A is summed up in three words: keep it simple . And by simple we do not mean insubstantial, but short and straight to the point. Combining the available resources, the ad must be able to connect with the recipient from the first seconds , awakening surprise, intrigue or curiosity. On the other hand, the message must be clear : we must tell the user what we expect from him, be it a purchase, a query or a registrationudience targeting in YouTube TrueView for Action
The second pillar of YouTube TrueView for Action ad optimization is audience targeting that takes advantage of the massive amount of aggregate data that Google accumulates. And it is that defining audiences based solely on demographic information is more than exceeded: a Google study has shown that YouTube campaigns that use advanced audiences obtain outstanding KPIs . For example, in the sample analyzed in this research, in the financial sector campaigns the consideration was multiplied by 1.5, while in the retail the purchase intention was multiplied by 1.4.The advanced audiences that usually provide the best results for the TRV4A format are:Custom Intent. People who are using certain keywords in their searches on Google. The crux of the matter is to include keywords that denote an intention to purchase the product or service offered by the brand.
Custom Affinity. Users with interests in specific topics, such as gastronomy, sports, crafts … This selection can be further refined, choosing specific groups (eg: vegetarians, runners, scrapbooking fans ) depending on the channels they follow and the content they watch.
Remarketing. People who have previously interacted with the brand, but have not yet generated a conversion.With the Custom Affinity option, the TrueView for Action ad can be targeted to audiences interested in beauty or fashion topics.
3. Bid optimization in TrueView for Action ads
In TrueView for Action, the bid strategy can be set based on two criteria: maximize conversions with the given daily budget or stick to a target CPA (cost per acquisition) .

Normally, the most successful thing, especially if the optimal CPA for the chosen target (tCPA) is not known, is to start with a conversion maximization approach . In this way, as the Hagakure method for Google Ads preaches , smart bidding is allowed to work and the advantages of YouTube’s machine learning algorithm are taken advantage of. The campaign will gain volume, traction, and a track record to serve as the foundation for making early optimization decisions.After a few days, once the CPAs have stabilized, there will be enough insights to change the bid strategy for a target CPA one . In the following weeks and based on the data collected, the optimization of TrueView for Action ads on YouTube will be aimed at expanding the audience (if budgets are not consumed or conversions are not achieved), diversify the ads, modify the messages or adjust the desired type of conversion until reaching the highest efficiency standards.ouTube, an increasingly appreciated advertising channel in e-commerce
With formats such as TrueView for Action and functionalities in tests such as “Products in this video” , YouTube confirms its commitment to the world of e-commerce, before which it presents itself as a complementary sales channel . Likewise, advertising on YouTube is becoming more and more accurate and relevant thanks to tools such as Brand Lift surveys , which allow evaluating the impact of campaigns by collecting direct feedback from users themselves. All this makes YouTube an essential ingredient in any online marketing strategy, whatever the phases of the conversion funnel that it intends to cover.

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