Prioritise Marketing Objectives on YouTube Flashcards
What are the three stages in the consumer journey that marketing objectives align with?
- Awareness
- Consideration
- Action
What is the goal of the Awareness stage in the consumer journey?
Build awareness and recall by reaching potential customers and keeping your brand top of mind.
What is the goal of the Consideration stage in the consumer journey?
Grow consideration and interest by influencing potential customers when they’re most receptive to your message.
What is the goal of the Action stage in the consumer journey?
Drive action among potential customers, making it easier for them to take meaningful actions that can be measured.
How does YouTube play a role in the consumer’s buying process?
Consumers use YouTube to learn about new brands and help make purchasing decisions at all stages of the buying process
According to a 2020 study, how much more likely are viewers to use YouTube versus other platforms for brand research?
Viewers are 4x more likely to use YouTube to find information about a brand, product, or service.
How much more likely are viewers to purchase something they saw on YouTube?
Viewers are 2x more likely to buy something they saw on YouTube.
What are Marketing Objectives in the context of a video campaign?
Time-bound objectives specific to a product or business line, designed to influence the consumer’s path to purchase. Examples include increasing sales or growing brand awareness.
What are Media Objectives?
Media objectives translate marketing goals into a media-mix plan, aiming to drive maximum impact with available budgets. Examples include reach, frequency, and cost-to-serve efficiency.
What are Campaign Objectives?
Key performance indicators (KPIs) that measure the success of an advertising campaign, such as cost-per-view (CPV), completion rates, and website visits.
What is a Full-Funnel YouTube Strategy?
A strategy that mixes multiple ad formats (such as awareness and action) to deliver higher ROI across the full customer journey, from awareness to action.
How did Grammarly benefit from a full-funnel strategy?
Grammarly saw a 13% increase in conversions at the same spend level by using both awareness and action strategies for their back-to-school campaign.
What is the recommended mix for YouTube full-funnel buying?
A combination of video reach campaigns (CPM formats for broad reach) and video action campaigns (CPA formats for conversions) to maximize efficiency and conversions.
Why is measurement important in a YouTube full-funnel strategy?
Measurement helps advertisers understand what’s working by using unique reach reports and ads attribution with data-driven attribution.
How does Data-Driven Attribution benefit advertisers?
It helps reassign credit to the right channels and enables better bidding towards a higher return on ad spend.
What advice did Shannon Everley from Grammarly give regarding full-funnel strategies?
Set expectations with leadership that it’s a marathon, not a sprint. Full-funnel strategies take time to measure and prove out success.
What are the three main stages of marketing objectives in the consumer journey?
Awareness, Consideration, and Action.
How does YouTube contribute to the consumer’s purchase journey?
YouTube plays an important role in raising awareness, shaping consideration, and driving action through video content across the funnel.
What is a key benefit of a Full-Funnel YouTube Strategy?
It allows advertisers to mix multiple ad formats (e.g., awareness and action) to maximize ROI and drive successful campaign outcomes.
