Facebook and Instagram coupled superb targeting with a captive audience to shorten the conversion cycle, leaving many advertisers disappointed with alternative platforms. Users on YouTube either view content they like or learn how to do something, explained Menachem Ani in a post at Search Engine Land.

“YouTube lets you target people based on something they searched for, but they’re not actually searching for it at that moment. This intent lag, combined with the diversity of intent, means the ‘next step’ after YouTube has to be particularly compelling,” he wrote.

“A brand with a robust organic YouTube program will outdo one that’s using the platform solely for advertising. They have high-quality content waiting for people who end up on their channel from an ad,” he added.

Because Google relies mainly on automation, you must keep track of your campaigns. Even if your targeting is perfect, he stated that you must still provide data to Google to enhance its decision-making.

According to comScore, 70% of UK adult YouTube users are on mobile phones or tablets.


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