Youtube Marketing

Using Custom Segments to Drive Conversions via YouTube Campaigns – JumpFly PPC Advertising News

Summary

Custom Segments are a powerful tool you can use to drive website conversions via YouTube (and Display) campaigns. They are the most useful audience type available if you are looking to combine both reach and conversions, and Google considers it a best practice to use this specific audience type for your YouTube “Drive Conversions” campaigns. 

This article intends to explain why Custom Intent audiences are effective, as well as walk you through how to create audiences for y…….

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Custom Segments are a powerful tool you can use to drive website conversions via YouTube (and Display) campaigns. They are the most useful audience type available if you are looking to combine both reach and conversions, and Google considers it a best practice to use this specific audience type for your YouTube “Drive Conversions” campaigns. 

This article intends to explain why Custom Intent audiences are effective, as well as walk you through how to create audiences for your next YouTube campaign.  

What Are Custom Segments?

First off, I need to clarify what Custom Segments are. Depending on how many years of active duty you have in Google Ads, you may have heard of “Custom Intent” audiences. Custom Segments are essentially the same thing, but at some point, Google decided to re-name them Custom Segments (I guess Custom Intent sounded a little…creepy?) 

Either way, the goal of Custom Segments is to use search terms and phrases to reach people who are likely to be interested in your products or services. Those people have revealed the intention to convert based on their recent behavior and activities online, which is why they are so effective. You are able to reach a collection of people who have indicated an interest in the product or service you sell, have likely never interacted with your website before, and the audience is typically very large.  

How to Create Custom Segments

To set sail on the audience creation journey, first, you need to click into Tools & Settings > Audience Manager and then click the “Custom Segments” tab located near the top-middle of your page. There are two basic types of Custom Segments you can create—I typically start with the second one to have the most control: 

NOTE: You can additionally expand your audience by adding URLs or Apps that your ideal customer might visit. I typically steer clear of that. While it does expand your audience size, I view it as also watering down the effectiveness of your included search terms because your audience becomes less targeted. 

Next step—you want to add search terms that your customers are likely to search. Let’s say I am the biggest seller of Texas Instrument calculators in Cambridge, Massachusetts. I sell a lot of these bad boys. Naturally, I want to find people with intent to purchase these, so I will start with “texas instruments calculators” as my first search term to include. 

The neat part is from there, Google will suggest related search terms based on your initial input. I put in “texas instruments calculators,” and Google then spits out 30+ related search terms they know to have volume. Another common option is to add converting search terms from your Search network campaigns. 

Click any search terms that are closely related to the products you sell. Don’t blindly add all of them—make …….

Source: https://www.jumpfly.com/blog/using-custom-segments-to-drive-conversions-via-youtube-campaigns/