Conversion
The ultimate goal of most marketing campaigns is driving conversions—transforming interested prospects into paying customers. If your marketing objectives center on conversion optimization, these challenges likely resonate with your business goals:
“I want to drive conversions across the new traffic on my site”
“I want re-engage non-buyers, lapsed users”
“I want my new products to be shown to users that are the most likely to convert”
“Our ad is specific for Black Friday / Holidays / Summer, …”
Online video campaigns are great for driving new customers to maintain a healthy and thriving business. They contribute to short-term revenue growth and set the stage for long-term success, market expansion, and competitive advantage.
Campaign Goals
When your primary objective is to drive new customer acquisitions and sales through video advertising, focus on maximizing post-view conversions—purchases that occur after prospects have seen your video ad, even if they don't click immediately.
Campaign goals:
Cost of Sale: set the maximum percentage of revenue you're willing to spend on acquiring new customers
Return on Ad Spend: define the minimum revenue return you expect for every dollar spent on customer acquisition
Recommended Set up
To set up your online video campaign for optimal discovery, follow these recommendations:
Objective - Conversions
Set your campaign goal to optimize for completed actions on your website such as purchases, sign-ups, or form submissions, focusing on driving valuable business outcomes rather than just traffic or awareness.
Audience - Retargeting, Events, Contact List
Target users who have already shown interest in your brand through previous website visits (retargeting), specific actions like adding items to cart (events), or existing customers from your database (contact list). This warm audience approach significantly increases conversion likelihood since these users are already familiar with your brand.
Device Coverage - All
Ensure your video ads appear across all device types (desktop, mobile, tablet) to capture conversions regardless of how users prefer to browse and purchase, maximizing conversion opportunities.
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 retargeting and event-based audiences are already highly qualified, but adding contextual targeting can reinforce purchase intent by reaching users in environments related to your product category.
Position Targeting - Optional
Control where your ads appear on web pages (top, middle, bottom). This is optional since conversion-focused campaigns rely more on audience quality than ad placement, but specifying premium positions can help if you have data showing certain placements generate higher conversion rates.
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 while focusing investment on the most conversion-likely audiences.
Frequency Capping - 2 Per Day
Limit exposure to 2 times daily to avoid overwhelming users who are already in your conversion funnel, while providing sufficient reminders to complete their purchase or desired action.
Schedule - Optional
Set specific days and times for your ads to run. This is optional because retargeting audiences may convert at various times, but scheduling becomes valuable if you have data showing your audience converts more during specific hours or days, or when promoting limited-time offers.
Budget Strategy - Optimized
Allow the platform to automatically distribute your budget for maximum conversions, adjusting spend in real-time based on when your retargeting audiences are most likely to convert.
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.