You already know that social media ads need to include CTAs to let consumers know what you want them to do after viewing, but did you know that you can target ads to customized audiences on YouTube who show intent to buy products like yours?
Google-owned YouTube now allows you to target CPG customers through your video content in a way that is more effective than the usual in-market audience targeting to which you may be accustomed: by using custom intent audiences, just like you can do in Google.
While YouTube marketing might seem different from other types of social media marketing, similar techniques can be highly effective for YouTube ads when you are looking to increase sales of CPG products and conduct successful campaigns.
Custom Intent Audiences
Custom intent audiences differ from in-market audiences in important ways that could mean more conversions and sales. It's all in the specificity this method offers, which can target consumers who are ready to buy a product rather than just researching their options, as in-market audience methods tend to do.
When you are looking to pique customers' interests or introduce a product that isn't yet available, in-market audience marketing aimed at increasing affinity can be the most effective choice. But when you want to turn affinity into sales, custom intent audiences are the way to go.
Instead of choosing one or two categories of consumers and targeting ads to those general groups, custom intent audiences allow you to input keywords relevant to your target audience--at least 50 are recommended--and to use multiple terms in an ad group to cover different but related interests of that audience.
Another aspect of custom intent audiences has been that they can incorporate URLs, search terms the audience has used on Google, and apps that may be of interest to them. Because of the specificity of these components, it is possible to target your audience with a much more laser-like focus, gaining their attention and offering them exactly the product they have already shown interest in buying.
From Affinity to Intent
While custom intent audiences for YouTube don't include URLs and search terms, it can be effective to use popular search terms as some or all of the keywords that will match the ads to the videos.
Custom intent audiences can help you move from targeting audiences that show an affinity for your product to audiences that show intent to purchase--and this could be a gamechanger for your marketing efforts.
Hangar12 has used these techniques in its social media marketing campaigns, such as the one that partnered The Incredibles 2 with Frigo Cheese Heads. The success Hangar12 has had in engaging audiences to increase sales of various CPG products shows that custom intent audiences can increase conversions.
The bottom line is, it's a successful way to get more people to buy your products.
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