All Posts By

Matt Moore

How Video Ads Can Boost Your Digital Marketing Strategy and Attract More Customers

Digital Marketing Agency - Video Ads

Now more than ever, we live in a world dominated by visuals. The signs are everywhere: the proliferation of social media, the rise of curated content such as infographics, a general decline in the amount consumers are willing to read, and the popularity of platforms like YouTube (where people watch over a billion hours of video every day).

Strong visual content, particularly video ads, has been proven to increase brand awareness and boost conversion rates — so why do many companies, particularly small- and medium-sized businesses, still resist it? In this quick guide, we’ll explain how video (and especially YouTube) can help you attract more customers and grow your business, and we’ll outline a few tips to help you do just that. Keep reading to learn more!

For a robust digital marketing strategy, look to video ads

Once upon a time, the realm of video advertising was the purview of big brands — the ones with the deep pockets and extensive resources to put together flashy and expensive campaigns. But with the advent of wide-reaching channels such as Youtube, that’s not the case anymore.

Unlike TVCs (television video commercials), YouTube advertising is affordable, measurable, and targeted, allowing you to hone in on your key demographic and reach them at every point in the buying journey.

But why exactly is video such an effective digital marketing tool, and why should you invest in it?

Video ads have what’s referred to as a ‘halo effect’ — meaning that, although a customer might not make a purchase immediately upon seeing your ad, the impression of the ad lingers and frequently leads to purchases down the line.

Video is also a key piece of the purchase-journey puzzle, with 80% of consumers switching between browser searches and videos when they’re researching a buy. Think about the videos that line the top of the page when you Google a product or product category — and now consider the opportunities you’re forgoing there if video advertising isn’t a part of your strategy.

Next, let’s talk conversion rates and customer acquisition costs. According to Google Data, businesses that run YouTube ads as well as Google Search ads enjoy 3% higher conversion rates and a 4% lower search cost per acquisition than those who stick solely to Search ads.

If you think about it in terms of sheer opportunity, video marketing offers an exponentially vaster space in which to grow your business. We’re talking billions more opportunities, particularly when it comes to YouTube. Here’s what we mean.

Digital marketing and YouTube ads

Need more convincing on why video ads are a good investment? A quick look at YouTube’s statistics should do the trick.

The video platform clocks in at two billion logged-in users each month (more than a third of the internet) who watch over one billion hours of video each day. According to a 2018 video marketing survey conducted by Brightcove, more than 50% of customers actively engage with a brand after viewing a video ad — and according to the Pew Research Centre, YouTube is used by nearly three-quarters of adults and a whopping 94% of 18- to 24-year-olds.

YouTube also has the unique distinction of being used with ‘search intent,’ meaning consumers navigate the platform by specifically searching for what they want. Advertisers can then take advantage of this using YouTube’s Custom Intent Audiences feature, which allows them to reach viewers who’ve performed specific searches.

4 tips to make your video ads stand out

It’s no secret that audience attention spans these days are dwindling and that people have little patience for ads. YouTube allows users to skip an ad after five seconds (unless the marketer has paid for a non-skippable ad) — so when it comes to making your own particular video, aim to hook a viewer in the first five seconds and to keep the entire ad between 10 and 12 seconds long. It’s likely that viewers will hit ‘skip’ after five seconds anyway, but if you can make that time compelling, it’s also likely that the halo effect will linger longer and lead to a conversion.

Your ads should be punchy, creative, and true to your brand. Though viewers are more likely to have the sound on when they’re watching a YouTube video than, say, a Facebook video, it’s better not to rely on audio to convey your message. Instead, use a mix of arresting visuals and on-screen text to tell your story.

And speaking of story? Always ensure you’re talking directly to your target audience. There’s no use spending time and money to create and run a video ad if the message doesn’t resonate with the people you’re trying to reach.

Lastly: make an emotional connection. Audiences are far more likely to remember and respond to an ad that made them laugh or cry — so do your utmost to deliver maximum emotional impact.

Want to boost your digital marketing? Book a strategy session with Harper!

At Harper, we build your marketing strategy around your unique business needs. We start by pinpointing and assessing your goals and the message you want to convey, and then we determine the best and most cost-effective ways for you to reach your target audience.

Whether it’s through remarketing (targeting engaged consumers who’ve already visited your page) or awareness-based campaigns to get new products in front of your key demographics, we’re committed to building a custom digital marketing strategy that’s tailored just for you.


Want to learn how video can help you meet and exceed your business goals? Head here to book a free strategy session with us!

How do I know my marketing is working?

How do I know my marketing is working?You write a witty Facebook post.

You spend hours crafting the perfect promo email.

You retweet somebody influential in your space.

You do blogs. Ads. Google ads. Facebook ads. You attend various networking groups and wax lyrical about your company’s services to anyone who will listen. No rock is left unturned in your pursuit of marketing excellence.

Yes, it’s time consuming, and yes, there’s a fair amount of spend involved, but it is driving traffic to your site, and that has to be considered a success… right?

Maybe.

Obviously, increased traffic is a good thing, but whether or not it is a true indicator of performance really comes down to how you define success as a business.

Defining success

In recent years, marketing has become less of an art and more of a science. The days of vague measurements of brand sentiment are long gone, replaced by an endless string of ones and zeroes that allow businesses of all sizes to calculate performance at an incredibly granular level.

Of course, being able to harvest this information is more or less pointless if you’re not applying it any meaningful way (i.e. using it to track performance and make business decisions), which means that marketers need to be mindful of their marketing goals now more than ever. Without clearly defined objectives, there’s ultimately no way of knowing whether or not your marketing is working. And the benefits are clear – marketers who set goals are more than four times more likely to report success than those who don’t!

So, what does marketing success look like for you? The answer to this question will naturally vary from company to company but, generally speaking, most businesses will have four major marketing goals:

  • Building a brand
  • Generating leads
  • Converting leads into sales
  • Establishing customer loyalty

After defining your specific goals, it’s a matter of setting KPIs to gauge performance and tracking whether your marketing efforts are moving your business toward your own unique definition of marketing success. This brings us to our next point…

Tracking performance

You might be surprised to learn that only 1 in 4 marketers are able to measure and report their contributions to the business. While there are probably a few factors at play here, one of the main reasons why so many businesses still struggle to gauge marketing performance is because they’re simply keeping track of the wrong things (or not tracking them altogether!). Here are a few tips to help you avoid becoming part of this statistic:

1. Track everything that can be tracked

For marketing analytics to be useful, they need to be tracked and analysed over the course of months and years. A snapshot of data from a specific point in time can be useful, but it may not be an accurate representation of long-term trends.

With this in mind, it’s important to start tracking and monitoring everything that pertains to your marketing goals. Google Analytics is one of the simplest (and most affordable!) ways to track website and app analytics, and Google offers a variety of tools to help get you started. Social platforms such as Facebook, Instagram and Twitter feature their own analytics tools, but there are also third-party tools that provide greater functionality.

At Harper Digital, we offer our clients a live reporting dashboard that combines data from all sources and gives a snapshot of activity, allowing visibility into what’s being generated by each medium.

2. Assign a value to each step of the funnel

As you are probably aware, the purchase funnel is a model that illustrates the customer journey toward purchasing a product. Something that is less widely known is that each step in this journey can be translated into a dollar amount, and should ideally be assigned a monetary value based on the conversion rate of each individual step.

For example, let’s say your company sells a product worth $100. Thanks to your analytics (remember step #1!), you know that your sales team can close 10 percent of people who download your e-book, which means you can assign the action of downloading an ebook the value of $10 (i.e. 10 percent of $100). Similarly, if you know that 2 percent of people who opt in to your newsletter will buy your product, you can assign that action the value of $2. Monetising each step provides crucial insight into which parts of the funnel are working, and where you should be concentrating your efforts.

3. Compare attribution models

An attribution model is a set of rules that determine how credit for conversions are attributed to different marketing channels. Credit is usually given to the Last Interaction (the last action a customer takes before converting), but that may not necessarily be the right model for you.

For example, if your company is relatively new and your marketing efforts are primarily focused around brand awareness, you may find that the First Interaction attribution model is more suitable. Alternatively, if you believe that your marketing efforts become less valuable as time goes on, you may find that the Time Decay attribution model is a better fit. It’s important to take the time to assess different models to see which one is most applicable to your business.

Using data to achieve defined goals

Successful digital is attainable for companies of all sizes and budgets. Essentially, it boils down to defining your marketing objectives, setting KPIs to achieve those goals, and using data to measure your progress. Marketing with intent and taming the power of big data are key for every business that wishes to make the most of its marketing efforts.

If you’d like to explore this further, hit us up for a complimentary digital strategy session where we’ll work with you to come up with the best approach to measuring your business’s marketing activity.