BUSINESS

  SOCIAL MEDIA

REMARKET YOUTUBE VIDEOS

TAKE THE NEXT STEP IN YOUR DIGITAL MARKETING EVOLUTION

JUSTIN BAZAN, O.D.

WHEN YOU think of YouTube, what comes to mind? Watching funny videos? You might even dabble with your own content. (Congratulations on that first digital marketing step.) It’s wonderful to have a video on YouTube, and even better to share it! Let’s consider the next step to evolve your digital marketing — remarketing.

REMARKETING

Remarketing is a term that may not be familiar, however you surely are familiar with the technique. Have you ever visited a website and then surfed over to YouTube only to see an ad from that website? That is remarketing, targeting promotional material based on someone’s previous behaviors or interests. Big brands are doing it; you can too!

Remarketing lets you display content to those previously exposed to it. In theory, they are the ideal people to continue to send your marketing messages to because they have already shown an interest, but have not converted into a customer, patient, subscriber, etc. Research shows that repeated exposure of a consistent message to your target audience increases your conversion rate.

Our office has found great success with remarketing orthokeratology content. After a person views our video, we remarket it to him or her. This video, “What is Orthokeratology? Myopia Control Lenses,” was served in-stream, or seen by users who are streaming digital content, 668 times and was viewed 122 times.

CREATE YOUR CONTACT LIST

To start your own remarketing, you’ll need accounts with Google AdWords and YouTube. A remarketing list contains individuals who have already viewed your content and who you will contact again to remarket. Follow these steps:

• Make sure your AdWords and YouTube accounts are linked (For help: http://bit.ly/1Ikhz7h).

• Next, from your AdWords dashboard, look at the far left navigation pane for the “Shared Library” and click “Audiences.”

• Then, click “Remarketing List” followed by “YouTube Users.”

• Lastly, choose the video you wish to remarket. You now have a list, which contains those who have already viewed your content, to use in your campaign.

EXECUTE THE LIST

Now it’s time to launch your campaign. On Google Adwords, at the top of page there is a “Campaign” section. Look for the red “+ Campaign” button, which turns into a pop-up menu, where you can select “Video.” You will not see the opportunity to use the remarketing list until the second page of the campaign setup. It is found under the “Targeting” section, tucked away in the “narrow your targeting (optional)” drop down menu. Complete the rest of the required information, and launch your campaign! Your specific and custom marketing message will go directly to the eyes of the individuals you are targeting.

GET TO IT

Take your digital marketing to the next level by remarketing. No doubt, the AdWords and YouTube interfaces are complicated. However, staying focused on this specific task is something the beginner digital marketer can do — so get online, and give it a try. OM

DR. BAZAN is founder of Park Slope Eye, in Brooklyn, N.Y. He is a member of the AOA, NYSOA and the American Academy of Orthokeratology & Myopia Control. In 2014, he received financial compensation for services from Allergan, Bausch + Lomb, Vision Service Plan, Luxottica, The Vision Council and Foster Grant.