When you’re new to video advertising, there are a lot of questions, and you may wonder what are the main goals? Well, here we’ll talk about the top goals that you should have, and how you can achieve them.  The questions that you might have will vary, and here, we’ll focus on the goals that matter, and how you can achieve them.

First, you’ve got to dip your toe in the water. This is getting comfortable with it, similar to after running a campaign or two, where they want to ramp things up a bit, or maybe step back. Remarketing is the best approach, and if you d it with, you’ll see results without the huge budget.

Remarketing in video advertising is essentially targeting people that have interacted with the company, either via the website, app, watched a video, or shared contact information, and you want to remarket visitors in sufficient volume, and you can further target the leads that lead to conversions, and you’re targeting people that have a relationship with you.

Next, you may want to build brand awareness, and this is the next step after the first. You will want to target them with detailed demographics, and the affinity audiences. Detailed demographics will showcase common traits that you should work to target. Affinity audiences are similar and that’s the pre-defined categories that Google already has, such as banking and finance, beauty and wellness, or whatever.  They can be broken down, but regardless of what you choose, you want to be reasonably robust because the targeting tends to be broad, and you want to make sure that you get the ones that fit with business to consumer, or business to business.

If the goal is to reach those who buy the product or service that you offer, then you want to use in-market targeting, where the ads are presented to those who actively research and compare the products. Google also takes the account clicks on ads and subsequent conversion, and they look at the content of the sites and pages, along with frequency and how recently they happened.  The audience for this is pre-defined, and many use B2C or B2B business strategies.  This is a good type of targeting since it reaches people that express interest.

Finally, you’ve got the goal to tempt the customers that your competitor has. You can use custom affinities for this, where you can tailor the affinity audience to a singular brand, such as including the URLs of the competitors, and you can look at the companies that are competing in order to get people to look at your brand. This is a great way to give video ads that will be to the same people, especially competitors, and it’s a way as well to target relevant groups without audience definition.

Using your ads and video campaigns wisely will allow you to do so much more, and it can definitely help.