When someone searches for “Marathon

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You can create an audience based on keywords, and anyone who searches for a certain keyword will be included in that audience.

But they're not searching for that thing right now. Yes, they mig ecuador mobile database ht be interested, but they're not actively searching for it right now. This means that the YouTube search intent is delayed or even expired.

Training Plan” on Google, the keyword intent suggests that there’s a good chance they’ll need products like running shoes, compression clothing, fitness clothing, etc.

Conversely, the same query on YouTube may lead to a link about what the creator ate in preparation for their marathon, or it may be a specific video based on its title or content.

There's no way to be sure of intent, so I recommend thinking of YouTube as a channel focused on consideration and awareness rather than conversions.

Don't neglect the organic side
Digital advertising is very important, but I’m a firm believer that brands get the best results when combined with strong organic content. Having a solid foundation of organic content on YouTube, especially in the form of short and standard videos, means that your channel visitors have something to engage and retain. Answering questions, collaborating with influencers, and interspersing your Shorts with promotional content can greatly enhance your content and shorten the conversion funnel .

Even better, impressions and metrics from your ad campaign are counted towards your channel’s overall metrics, creating synergy between paid and organic content . Not only does this approach increase engagement and interaction with users, it can also boost organic reach. When people watch your content, subscribe, share, and interact with your videos, it all helps boost the algorithm and your channel’s overall organic presence. People subscribe to your channel and share your videos, which feeds the algorithm.

Do everything you can to protect your brand
One of the biggest concerns for every YouTube advertiser is maintaining brand integrity . How do you ensure your brands don't appear in content or on channels you don't want to be associated with?

In your settings, you can choose "sensitive categories" of content to exclude at the campaign level. For standard video campaigns, you can target audiences and interests - content-based targeting using keywords, topics, and placements has been discontinued.

However, you can create audience exclusions for those who shouldn't see your ads based on multiple qualifiers. For example, you might want to exclude recent buyers or a specific age or gender group.