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AdWords Video Remarketing

Video’s role in marketing is dramatically increasing every day. Recently, Twitter added promoted videos as an option. Last year, Facebook enhanced video metrics.

Video remarketing is another great option within Google Remarketing by opening up your audience to a much larger list. Expanding the audience provides great value when you have a list of people that have expressed interest in your services by watching a video. In fact, it’s not just video viewing. YouTube remarketing provides multiple actions that can be targets.

Available Remarking Actions

  1. Video view or interaction (likes, comments, shares)
  2. YouTube channel visit and subscription
  3. In-stream ad views

Linking AdWords and YouTube
The first step before starting any video remarketing is to make sure YouTube is connected to AdWords.

  • Choose Video Manager -> Channel Settings -> Advanced
  • Open your Google AdWords account in a new tab, sign in, and copy your Customer ID
  • Assign a name to the AdWords account. It’s often best to use the same name you are currently using for you for your existing AdWords account. This will prevent confusion when alerts our sent to all users that a name has been changed.
  • Set permissions for the account. I tend to allow all permissions. It provides more options down the road when looking for more targeting areas.

Creating a Video Remarketing Campaign
Once all the connectivity is working then the real fun begins. Now, you can setup AdWords campaigns that utilize your YouTube audience. This process becomes as easy as another remarketing campaign that you have setup in the past. Video viewers just becomes another audience option.

Video Remarketing Is More Than Video Ads
If you Google video remarketing all articles are quick to point out creating video ads for remarketing. It’s important to distinguish that video remarketing does not have to mean video ads. That’s certainly an aspect that can be used, but not a limitation. After the video marketing audience is built and grown to a significant number, the options are much wider than video ads. You can still create banner ads like you would any other remarketing campaign.

Dive into video remarketing. There is a wealth of data that can expand any audience.

About John Ellis

John Ellis is Founder and President of Crescent Interactive. He is an experienced online marketing professional, with special emphasis on paid search. John is a frequent speaker on advanced PPC tactics and strategies.