YouTube Ads

LinkedIn has hands down the BEST targeting options available for B2B marketers. 

Which leads most brands  to only advertising on LinkedIn and not much else for social. 

If you’re looking for a new channel to scale ABM and/or reach your ideal customer.

In this article you’ll learn 3 YouTube Ads targeting methods worth testing 👇

‍

TABLE OF CONTENTS:

• Targeting option 1: Steal from LinkedIn
• Targeting option 2: Leverage tech
• Targeting option 3: Build custom audiences

Targeting option 1: Steal from LinkedIn

‍

Let’s face it LinkedIn is the BEST for account-based targeting. 

The first-party company data they have is unmatched and updated regularly. 

This is why 99% of B2B marketers are forced to advertise on LinkedIn.

‍

If you’re pushing a ton of site traffic from LinkedIn Ads and confident in your audience targeting. 

Steal that LinkedIn Ads traffic by remarketing to them on YouTube! 🔥

‍

Build a retargeting audience using utm_source = linkedin for YouTube 

‍

Or whatever your utm_source is for your LinkedIn Ad campaigns.

You can also further filter by utm_campaign if the size is large enough. 

This way you’re getting in front of the same users  on YouTube for a fraction of the cost. 

Targeting option 2: Leverage tech

‍

Google allows you to upload contact lists for audience targeting. 

These lists can include; existing customers, sales qualified leads, leads in nurture and so much more.

‍

As long as your matched lists exceed 100 in size you can use it for targeting or exclusion on YouTube. 

Depending on your CRM (ex: Salesforce, HubSpot) there are different technologies you can use to automatically import contact lists into Google Ads for targeting. 

‍

Some of those tools include:

‍

Hubspot <> Google Ads Integration

‍

If you’re a Hubspot user you’re in luck! 

HubSpot makes it really easy to upload dynamic audiences to Google Ads via integration.

‍

Salesforce <> Google Ads Integration

‍

If you’re using Salesforce this also can be done via direct integration with Google Ads. 

Simply link the two tools together via the Data Manager in your account. 

‍

Zapier

‍

Using a CRM that doesn’t have a direct integration with Google Ads?

If you’re in this bucket, I highly recommend exploring Zapier to automate your contact list uploads. 

‍

Zapier will act as the bridge between your CRM and Google Ads, here’s an example of how we automated contact lists imports from ActiveCampaign:

Targeting option 3: Build custom audiences

‍

Fun fact! Google owns YouTube, arguably the second largest search engine in the world. 

The amount of behavioural data Google has is incomprehensible 🤯

Lucky for us we can take advantage of it with custom audiences. 

‍

Custom audiences allow you target based on:

• What they searched on Google: reach the same Google searchers on YouTube for a fraction of the cost.  
• Interests or purchase intention: reach people based on relevant keyword interests or in-market behaviour. 
• Websites browsed: add URLs to reach people who visit similar sites. 
• Apps used: target users who use certain Google Play Store apps. 

‍

Here’s 3 ways to use custom audiences for B2B targeting:

‍

1. Brand keywords of your target accounts 

2. Company page & LinkedIn page URLs of your target accounts

3. Google Play Apps of your target accounts (if applicable)

You can also target high-intent solution keywords, and competitor names. 

The opportunities are truly endless in terms of the types of keywords you can target. 

Start as specific as you can and expand based on your reach. 

Hope you found this article helpful! 

‍

From Clicks to Conversions: Master Google Ads for B2B 🔥

If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.

Here's what you'll learn in each course: 

⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners

• The Googleverse: The Game You're Playing & How To Win
• Measurement: How to Make Sure You're Profitable
• Targeting: How to Show Up For the Right Searcher
• Planning: Putting It All Together

🎯 Google Ads 102 - How to Clicks Into Profit

• Visibility: How To Find the Hole Sucking Profits
• Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
• Experimentation: How to Test & Automate Profitability
• Troubleshooting: How To Solve Inevitable Problems

🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers

• Methodology: How to Vertically Scale Google Ads From A-Z
• Campaigns: Scaling Horizontally Through Campaign Themes
• Channels: Scaling Outside of Paid Search

‍

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

‍

People Also Ask

‍

How can I effectively measure the success of my YouTube Ads campaigns in reaching B2B audiences?

Utilize YouTube’s analytics to monitor key performance indicators (KPIs) such as view rates, click-through rates (CTR), and conversion rates. Implement tracking pixels and UTM parameters to assess the impact on lead generation and sales.

‍

What are the best practices for creating engaging video content that resonates with B2B audiences on YouTube?

Develop content that addresses specific pain points and interests of your target audience. Incorporate clear messaging, professional visuals, and strong calls-to-action to encourage engagement.

‍

How can I integrate YouTube Ads into my existing B2B marketing strategy?

Align your YouTube Ads with broader marketing campaigns to ensure consistent messaging across channels. Use insights from other platforms, like LinkedIn, to inform your YouTube targeting and content strategies.

‍

What are the cost considerations when using YouTube Ads for B2B marketing?

YouTube Ads operate on a pay-per-view or pay-per-click basis, allowing for flexible budgeting. It’s essential to monitor spending closely and adjust bids and targeting to optimize return on investment.

‍

How can I ensure compliance with data privacy regulations when uploading contact lists for targeting on YouTube?

Ensure that all contact data is collected and used in accordance with relevant data privacy laws, such as GDPR or CCPA. Obtain explicit consent from individuals before using their information for targeted advertising.

‍