Tag Archives: youtube

Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Sep 11 , 2020

Odds are, your B2B customers are on social media — here’s how to make paid social ads work for you.

Here, you’ll find:

  • How paid social media marketing can benefit B2B companies
  • Which social media channels are worth your attention
  • The latest marketing tactics to employ for B2B paid social media
  • A breakdown of best practices on various platforms

The hype around social media marketing (SMM) doesn’t stop at the B2C level. In fact, more than 80% of B2B marketers reportedly use social media, making it one of the key digital marketing tactics to have in your arsenal.

B2B paid social media advertising can be an excellent lead generation and conversion strategy. Its ability to reach the target audience and point it in the right direction is highly advanced — and often underestimated.

Why you should consider B2B paid social media marketing

While many B2B marketers know all the staggering social media user statistics, they tend to focus on other strategies first.

Somehow, social media platforms earned a reputation for being places where people come solely for entertainment. The other myth is that it takes forever to achieve any results with social media advertising.

In reality, organic social media posting does take a decent amount of time and effort to show results. And B2B companies may not have sufficient time, resources, and patience to achieve the desired outcome. That’s where social media ads come in.

Paid social media advertising can achieve faster and more substantial results than organic posting, which is exactly what B2B companies usually want. Today, 72% of B2B marketers who use paid channels online take advantage of paid social.

b2b paid social media

For B2B companies, LinkedIn is widely considered to be the useful social media channel. (Image via Rawpixel)

The top 4 paid social media advertising channels to consider

It’s a good idea to use as many channels as possible when you’re first experimenting with paid social. That way, you can see which posts and platforms resonate most with your audience. 

However, we also know there’s a limit to how much you can stretch a marketing budget. These are the main social media platforms your B2B brand can start exploring:

1. LinkedIn

For B2B companies, LinkedIn is widely considered to be the useful social media channel. LinkedIn ad options include sponsored posts, sponsored InMail, and pay-per-click text ads. 

The platform also offers a variety of extensive targeting tools for reaching your ideal audience.

2. YouTube

Today, YouTube is much more than a video-sharing social media channel. Believe it or not, it’s the No. 2 search engine after Google

This video platform’s popularity makes it a top contender when you’re considering paid social. YouTube boasts a variety of paid advertising options, including display ads and bumper ads. You can promote both your videos and products through ads.  

3. Twitter

Twitter can be a highly productive social media channel when it comes to B2B marketing. Not only does it have hundreds of millions of users, but it’s also the second most-used platform for content marketing purposes after LinkedIn.

Twitter is also an excellent place for real-time interacting with clients and educating them about your products. The platform provides numerous opportunities for paid promotion of your tweets and accounts, and strategically leveraging hashtags can increase your exposure that much more. 

4. Facebook

While having immense outreach, Facebook has made it so that it’s nearly impossible to get significant traction from organic posts. Unsurprisingly, Facebook offers paid ad options, most of which are relatively cost-efficient. You can set a specific budget for running ads and promoting certain posts.

Even though this platform doesn’t have as many laser-focused targeting capabilities as LinkedIn, the 2.7 billion active monthly users make it a channel that’s certainly worth considering. 

b2b paid social media

Facebook determines how relevant your ads are to the audience you’re trying to reach. (Image via Unsplash)

Paid social media advertising tactics for B2B marketing

Best practices for B2B paid social media advertising change regularly. As these platforms add new functionalities, it’s vital to incorporate them into your strategy in a timely manner so you can stay relevant and competitive. Here are some ways to do just that.

1. Target group members on LinkedIn

To generate the highest quality leads, pay special attention to LinkedIn Groups when selecting targeting options. The platform describes their groups as “a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.”

People are likely to join the group only if they are explicitly interested in the topic, ao you can advertise to group members while being fairly certain you’re reaching the right audience. To find relevant groups, simply type the keywords into LinkedIn’s “what group you want to target” section.

Pro tip: When targeting on LinkedIn, don’t forget to exclude competitors.

2. Explore promoting posts over text ads

When it comes to paid social media marketing, most platforms tend to give more attention to promoting posts, accounts, and channels over text ads. Promoted posts usually stand out better and fit organically into the users’ feed as well.

If you’re on a tight budget, leave the text for PPC ads. If not, you can use both text ads and post, channel, or account promotion on social media. Of course, that means you have to make sure your social media content is high-quality, which is also beneficial for your organic SMM efforts.

3. Use Facebook’s Ad Relevance Diagnostics tool

Facebook determines how relevant your ads are to the audience you’re trying to reach. The more relevant the ad is, the less it costs, and the higher chance it has of showing up in the right place at the right time.

Use the Ad Relevance Diagnostics tool to find out how well you’re doing when it comes to relevancy. While relevance isn’t necessarily the key indicator of an ad’s performance, it can help you increase the overall ROI of your campaign.

Need more help with your paid social strategy? Let’s talk. 

4. Leverage lead gen forms on Facebook and LinkedIn

Lead form ads are designed to collect information from the target audience, offer deals or promotions, and manage inquiries from potential customers.

By properly designing a lead form ad, you can collect valuable data not just from your current audience, but from lookalike audiences as well.

Pro tip: When uploading your CRM data to Facebook to find your clients on the platform and create lookalike audiences, don’t be taken aback by a low list match rate. Matching emails to accounts can be tough, since people usually use personal emails to sign up for social media.

5. Use website demographics on LinkedIn

It’s no secret that paid advertising on LinkedIn is more expensive than on other platforms. To cut costs, you need to focus on analytics. Luckily, LinkedIn allows you to monitor who is interacting with your ads.

With Website Demographics, you can check job titles, employers or companies, and industries of ad viewers to adjust your paid marketing campaign accordingly.

The takeaway

Paid social media advertising can be a highly useful B2B marketing tool. The ability to reach a wide audience coupled with an impressive variety of targeting options can help you improve advertising efforts substantially.

Once you’ve seen success on a platform or two, you can put more effort into those social media marketing ads and conduct tests to help you optimize accordingly.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

Related Posts

HawkSEM: How Negative Keywords Benefit Your PPC Campaigns

How Negative Keywords Benefit Your PPC Campaigns

Taking advantage of negative keywords with your PPC campaigns can do wonders for eliminating window shoppers and bad leads while maximizing your ad spend....

Read More
PPC for schools tips

How to Get Started with PPC for Schools

Digital marketing in the education space is often about improving ROI and enrollment while beating out the competition. Here's how PPC for schools can help....

Read More
hawksem blog: ideal client personas

How to Create Your Ideal Client Persona

Your ideal client persona is the audience you most want to attract to your brand. These are the steps to defining your ICP, and why it's worth your time....

Read More
Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Jul 13 , 2020

From the various ad types to costs, the latest tips and more, here’s the 411 on creating YouTube ads in 2020.

Here, you’ll find:

  • A breakdown of YouTube ad types
  • Average costs for YouTube ads
  • Expert tips for successful YouTube advertising
  • The latest tools worth looking into

From the first “Evolution of Dance” viral video to vloggers-turned-bonafide celebrities, few websites have seen as much rousing success as YouTube. 

So it’s no surprise that YouTube is a fertile ground for advertising. With 73% of adults in the U.S. using the platform and 2 billion unique monthly viewers, it’s likely where members of your target audience can be found.

YouTube ads are an excellent way to reach out to potential clients. After all, when it comes to social media marketing, YouTube is the only online platform that matches Facebook’s reach. Here’s how to make it work for you.

HawkSEM: youtube ads blog

YouTube Ads don’t require a minimum spend. That means you can start as low as you wish and then tweak the budget according to the campaign’s results. (Image via Unsplash)

Types of YouTube Ads  

In 2020, there are six types of YouTube ads to choose from. The type you choose will depend on factors like your niche, budget, and marketing goals.

  • Discovery (display) ads: These appear on the right-hand side of the video on top of the suggestions list when the video isn’t full screen. This 30-second ad runs silently so it doesn’t interfere with the main video. Additionally, these ads can appear on the YouTube search page and mobile homepage.
  • Overlay ads: This banner ad appears in the lower part of the video. The ad can contain text or images. It’s clickable and available only to desktop viewers. A user has a choice to close the ad at any time.
  • In-stream skippable ad: This ad appears in the beginning, middle, or end of the video. It runs for several seconds before giving the viewer a choice to close it. These ads can appear on all devices, including TVs and game consoles.
  • In-stream nonskippable ad: These ads appear the same way as their skippable partners, but they don’t allow skipping. The maximum running time for these ads is 20 seconds.
  • Bumpers: Bumpers are non-skippable ads that appear while the video is running. They can’t be longer than six seconds.
  • Sponsored cards: These clickable ads are similar to overlay ads. They offer content relevant to the video the user is watching (such as products shown in the video). The teaser appears on the right side of the video for a few seconds and then turns into a card icon.

The cost of YouTube advertising in 2020

The cost of YouTube advertising depends on the type of ads you use.

  • In-stream ads, sponsored cards, and overlay ads: These ads are between $0.10 and $0.30 per engagement (view or click). Skippable ads are generally less expensive than non-skippable ads.
  • Discovery ads: Cost about $0.30 per click
  • Bumper ads: These ads are charged by CPM (you pay each time the ad gets 1,000 impressions) — between $1 and $4 per 1,000.

Overall, the average cost of reaching 100,000 viewers can run you around $2,000. Remember, you only pay per view if the user watches the video for 30 seconds. (If the ad is shorter, they have to watch the entire video.)

YouTube Ads don’t require a minimum spend. That means you can start as low as you wish and then tweak the budget according to the campaign’s results. Many companies start with a $10 daily budget and go from there.

Now, let’s dive into some tried-and-true tips for successful YouTube advertising in 2020.

Explore masthead ads

Masthead ads can be a costly ad format, but they’re also known to be effective. They can produce a massive audience reach and achieve a huge boost in brand awareness. These ads appear in the YouTube home feed across all devices. They autoplay on mute for 30 seconds or longer.

The payment for these ads is based on cost-per-day or cost-per-impression. You can only take advantage of mastheads after making a reservation through a Google sales rep. They’ll give you an estimate during a consultation.

Overall, masthead ads provide the highest reach in the shortest period.

HawkSEM blog: YouTube ads

To make in-stream ads appealing to your target audience, focus on attention-grabbing, hyper-targeted content. (Image via Unsplash)

Invest in remarketing

YouTube offers powerful remarketing campaign options. This can be a beneficial ad option since people who have viewed your videos, ads, or channel in the past have a higher conversion potential than brand-new leads. After linking your YouTube channel to your Google Ads account, you can create such remarketing lists as:

  • Viewed videos or ad from a channel
  • Directly viewed a particular video or ad
  • Visited a channel page
  • Liked, added, or shared a video from a channel

You can’t, however, create remarketing lists from views of the bumper and non-skippable ads.

You can also connect your website and YouTube advertising efforts. If someone visits your website and views a certain product, the remarketing feature can advertise the product the next time the visitor watches a YouTube video.

Beef up your in-stream ads

Sure, in-stream ads are a bit more intrusive to the video viewer, but it’s also true that they often bring about impressive results.

These ads have lower conversion rates than other formats but have been shown to aid tremendously in brand awareness. To make in-stream ads appealing to your target audience, focus on attention-grabbing, hyper-targeted content.

Pro tip: The first five seconds are the most important part of the in-stream ad, so prioritize grabbing the viewer’s attention during that time.

You can ensure your in-stream ad is as effective as possible by: 

  • Showing some motion in the first three seconds of the video to hook the audience’s attention
  • Creating curiosity by asking a question but leaving the answer on the other side of the five-second gap
  • Showing your brand name and logo in the first five seconds so that, even if the viewer skips the ad, you achieve brand exposure
  • Keeping ads shorter than 45 seconds
  • Using soft CTAs to lead potential clients to other videos or channels

Use the YouTube Video Builder

This year, YouTube launched the beta version of its Video Builder. This tool lets you animate static content like text, logos, and images with music and transitions for further use as YouTube ads.

This is an excellent opportunity for companies with a low marketing budget to create an impressive multimedia experience for target audiences. Established brands can also use this tool for testing new content.

The Video Builder can help freshen up your existing assets to keep the target audience’s interest piqued without substantial expenses.

The takeaway

YouTube is a highly engaging platform that opens up numerous possibilities for companies across all industries. 

By looking into all the ad types on offer, determining what might catch your target audience’s attention, and ensuring the content is top notch, you can build a successful YouTube ads campaign, even without a huge budget. 

For more paid social tips, check out our articles on best practices for ads for Twitter, Instagram, LinkedIn, and Facebook.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

Related Posts

HawkSEM: How Negative Keywords Benefit Your PPC Campaigns

How Negative Keywords Benefit Your PPC Campaigns

Taking advantage of negative keywords with your PPC campaigns can do wonders for eliminating window shoppers and bad leads while maximizing your ad spend....

Read More
PPC for schools tips

How to Get Started with PPC for Schools

Digital marketing in the education space is often about improving ROI and enrollment while beating out the competition. Here's how PPC for schools can help....

Read More
hawksem blog: ideal client personas

How to Create Your Ideal Client Persona

Your ideal client persona is the audience you most want to attract to your brand. These are the steps to defining your ICP, and why it's worth your time....

Read More