New YouTube Ads campaign May 2024
- Business Maximiser Coaching, Cairns
www.samharrop.com.au
Sam Harrop, the owner of Business Maximiser Coaching came to us with a simple request: Help me market my new Ultimate Tradie Business Transformation Program. Many locals in Cairns will know Sam as the leading business coach in the region, with over 16 years in business and helping more than 280 local businesses.
Sam's new program, the Ultimate Tradie Business Transformation Program, is specifically setup to attract the attention of business owners in the trades and manufacturing industries. With the byline "Helping Tradies Get Off the Tools, Make More Money & Win Back Weekends," it's clear what the purpose of this new campaign is and who the target audience is.
As Google Partners, Allcorp are certified by Google to advertise across various formats and mediums in the network. YouTube is part of this network and Allcorp are the only local business in the region who are certified to advertise as a Google Partner in the YouTube network.
The reason why we advised our client that YouTube was the best way for him to get his message across to the right audience is due to the amount of audience filtering and targeting we can achieve with the YouTube Google product.
When we setup his campaign we started by choosing what type of YouTube Ads we want to set, in this instance, Skippable in-stream ads. These type of ads are what pop-up either in the middle or at the beginning of a YouTube video playing and as the name suggests, are skippable by the viewer after 5 seconds. We find this is the best way to saturate an audience with a selling message due to the amount of reach we achieve with these types of ads.
From here we set the region where the people are that we want to market to. Our client operates from Cairns, so we've included the local Cairns audience, but we've also opened up the ad campaign to also appear infront of people who live in Innisfail, Mareeba and Atherton figuring that this audience can attend Sam's coaching with just a short drive to central Cairns.
Now the really exciting part comes in the form of demographic targeting. This is where we start by selecting what gender we want to include in our audience, in this case, both gender types were selected and we also added the unknown gender option. Age groups can also be targeted here and we've excluded the younger audience under 30 and excluded anyone older than 60 from appearing in our audience. We can also determine how much money our audience should be earning, important so that we're only displaying the ads to people who can afford our clients services. And we can choose whether we want to market to parents or non-parents which we've included all.
Then we can choose to advertise to people within our audience based on what they are actively researching or planning. Remember, Google owns a lot of products other than just Google Search and YouTube, so they have a huge database of how people are interacting with the wider internet as a whole. We can target these people more effectively now that we don't have those troublesome privacy laws interfering.
So, here's some of the items we specified that our audience must show an interest in to be served our client's ad:
We think the above audience segment should focus our attention on business owners as a group, but it gets even better. As our client is running a campaign to attract people who work in the trades only, we don't want to waste his marketing budget on placements of his ads in front of a business owner like an accountant, lawyer, or similar non-trades profession.
How do we get around this? Well, there's another level of filtering we can apply to our audience which Google place the simple heading over: Who they are?
When we look through the options under this heading, we find the following 2 important filtering options relating to what industry our audience works in. From here we further filtered our audience down into people who work in the following categories:
After all of this we've really found the true marketing audience we want to target for our client and have also managed to avoid waste. As with most Google Ads products, everytime someone watches the ads on YouTube, the client budget is depleted. So, we want to make sure that we're only spending money placing these ads in front of a qualified audience.
Of course, we could also just chuck the video advertisement we created for Business Maximiser Coaching up onto Channel 7 and show it to all the pensioners, children, unemployed people, students, prisoners, and other redundant customers, but, in our opinion, the power of YouTube advertising is phenomenal at targeted advertising to the right audience.
Cairns & Townsville's most experienced digital marketing team
