Prioritise Marketing Objectives on YouTube

Question 1

What are the three marketing objectives aligned with the consumer journey in YouTube campaigns?

Answer 1

Awareness, Consideration, and Action.

Question 2

What is the goal of an awareness campaign?

Answer 2

To build brand awareness and recall by reaching potential customers and staying top of mind.

Question 3

What is the goal of a consideration campaign?

Answer 3

To grow interest and influence opinions when customers are most receptive to your message.

Question 4

What is the goal of an action campaign?

Answer 4

To drive measurable customer actions during decision-making moments, such as purchases or sign-ups.

Question 5

How does YouTube influence purchasing behaviour, according to a 2020 Talkshoppe study?

Answer 5

• 70%+ of viewers discover new brands
  
  • 4x more likely to use YouTube for brand/product research
  • 2x more likely to buy something seen on YouTube

Question 6

What are media objectives in a campaign?

Answer 6

Quantifiable goals supporting marketing objectives, e.g. target reach, frequency, tCPM, CPA, or promotional targets.

Question 7

Give an example of a marketing objective.

Answer 7

Increase sales from new users to $5 million (+25% YoY) by EOQ3.

Question 8

Give an example of a media objective.

Answer 8

Drive 25,000 downloads of a coupon for $2 off.

Question 9

Give an example of a campaign objective.

Answer 9

Achieve a CPA of $3 for bookings with new users over Q1–Q3.

Question 10

What does Google Ads do to support your campaign strategy after setting a goal?

Answer 10

It recommends tailored audience targeting, ad formats, bidding, and measurement tools aligned with that goal.

Question 11

What is the benefit of using a full-funnel YouTube strategy?

Answer 11

It mixes multiple ad formats to deliver higher ROI across the customer journey.