Video advertising is continuing to rise in popularity, becoming an indispensable tool for businesses looking to connect with their target audience. As a product of Google and the second-most popular website on Earth, YouTube stands out as one of the most powerful video channels to reach potential customers. Implementing a well-structured YouTube Sequencing strategy can significantly enhance brand awareness, engagement, and conversion rates, without the ad fatigue. Build a marketing funnel to captivate your audience with us below.
What Are YouTube Sequencing Ads?
Google defines YouTube sequencing as a way to tell your product or brand story by showing people a series of videos in the order that you define. You can use a video ad sequence campaign to build interest, reinforce a message, or create a unifying theme. A key element of YouTube sequencing is crafting a timeline for your ads that responds to user actions. By tracking actions taken on the ad, you can tailor subsequent ads accordingly, guiding viewers along the marketing funnel, all within one tactic.
Building Your YouTube Sequencing Ad
Choosing the Right Ad Duration
The first step in a successful YouTube sequencing campaign is choosing the right ad duration. To maximize viewer retention and engagement, opt for 15-second or 30-second ads. These shorter formats are more likely to hold the audience’s attention without being too long and having a negative effect on the viewer.
Each ad in the sequence should have a predefined order, ensuring a cohesive storytelling experience. There are 7-day and 30-day options, meaning a viewer could see the entire sequence once in a 7-day period or once in a 30-day period. Thinking about your messaging, audience, and data can help you determine which option is right for you.
Building Paths Based on Actions
Not all viewers behave the same way. Some may skip an ad, while others watch it attentively. By analyzing users’ actions, you can build different paths for your YouTube sequencing campaign, nurturing engagement with each interaction.
Crafting Your Message
Your sequencing campaign should encompass three elements: connecting with the audience, differentiating your brand, and persuading viewers to take action. Each ad should play a specific role in telling your brand’s story. By mixing different messaging in your content, you can address viewer questions without requiring direct interaction, enhancing the overall user experience.
YouTube Sequencing Ads allow for the same targeting options as regular YouTube ads: interests, keywords, in-market audiences, life events, and more. After the first video in the sequence, your targeting will be based on viewers’ interaction with that initial ad, continuing the viewers down the sequence. This targeted approach ensures your ads align with their preferences.
YouTube Sequencing Ads are a powerful tool for crafting engaging marketing funnels that lead your audience through a brand journey, all within one tactic. By strategically presenting ads based on actions, and avoiding creative fatigue, you can build a stronger connection with your viewers, in turn receiving higher conversion rates. If you are interested in adding YouTube Sequencing Ads to your marketing strategy, contact our digital experts today.