Consideration
Many businesses face the challenge of converting aware prospects into engaged, interested potential customers. If your marketing goals focus on deepening engagement and driving consideration, these scenarios might sound familiar:
“I want my new product to be shown only to users that are the most likely to click or visit my website”
“I’d like to show my message to users similar to my shopper base ”
“We’d like to target all users interested by sport shoes in the US”
You can leverage online video campaigns as part of your marketing strategy to increase website traffic, enhance visibility, and engage with your target audience in a meaningful way.
Campaign Goals
When your primary objective is to increase website traffic through video advertising, focus on maximizing the number of visitors who click through to your site from your video ads.
Campaign goals:
Cost per Visit: set a target cost for each user who visits your website from your video ad.
Cost per Qualified Visit: set a target cost for visitors who meet specific quality criteria (such as time spent on site, pages viewed, or engagement depth).
Recommended Set up
To set up your online video campaign for optimal discovery, follow these recommendations:
Objective - Visits
Set your campaign goal to optimize for website visits, focusing on driving qualified traffic to your site rather than just views or impressions.
Audience - Prospecting or Lookalike
Target new potential customers through prospecting (reaching people who haven't interacted with your brand) or lookalike audiences (finding users similar to your existing customers). This approach helps expand your customer base beyond your current audience.
Device Coverage - All
Ensure your video ads appear across all device types (desktop, mobile, tablet) to maximize reach and accommodate users' varying browsing preferences and habits.
Target by Location - Use Location Targeting
Location targeting allows you to show your ads only in the countries, regions, or zip codes where your customers are. This helps you focus your budget on the areas most likely to drive results.
Contextual Targeting - Optional
Display ads alongside content relevant to your product or service. This is optional because prospecting and lookalike targeting may already provide sufficient audience precision, but adding contextual targeting can improve ad relevance and click-through rates by placing your ads in environments where users are already interested in related topics.
Position Targeting - Optional
Control where your ads appear on web pages (top, middle, bottom). This is not required because different positions can drive visits well. But specifying position can help if you have data showing certain places get better click-through rates for your audience.
Placement Targeting - Create a list of domains (Optional)
Build inclusion/exclusion lists for specific websites and apps where you want/do not want your ads to appear. However, this will restrict delivery and limit optimization.
Cost Controller - Budget
Set your total campaign budget to control overall spending and ensure cost management across the campaign duration.
Frequency Capping - 2-3 Daily
Limit how often the same user sees your ad to 2-3 times per day to prevent ad fatigue while maintaining sufficient exposure to encourage website visits. This range balances reach with the repetition needed to drive action.
Schedule - Optional
Set specific days and times for your ads to run. This is optional because continuous running maximizes reach, but scheduling becomes valuable when you know your audience is most likely to visit your website at certain times or when promoting time-sensitive offers.
Budget Strategy
Delivery Pacing - Optimized: Allow the platform to distribute your budget throughout the campaign period for optimal performance and consistent traffic flow
Renewal Period - Daily, Weekly, or Monthly: Choose how frequently your budget resets, with shorter periods allowing for more frequent optimization and budget adjustments based on performance
Creatives - Design a new creative or use an existing creative
Design a new creative: create fresh video content or implement VAST/VPAID tags for interactive video ads that can provide richer engagement and measurement capabilities.
Use existing creatives: leverage previously created video assets to save time and maintain consistency with established brand messaging.