If you are a B2B company that is planning to launch a YouTube campaign, you need to be very careful about how you do your targeting, but there are three YouTube advertising options I would highly recommend using to reach B2B leads and customers.

  1. Nurture Your Repeat Site Visitors With TrueView in-stream ads + a Remarketing Audience.   This is where you can target your video ads to show to people who have visited your website and who haven’t converted, or who have converted, but who you want to convert at a higher level.  With TrueView in-stream, your ad would run before or during another video that someone wants to see, and after 5 seconds they would be allowed to skip the video.  You only pay if someone watches the entire video or at least 30 seconds of it.
  2. Nurture Current Customers To Get More From Products With TrueView in-Stream Ads + Remarketing Audience.  Lots of B2B products are complex, require expertise to use, and so if you sell a B2B product that doesn’t get used, you’ll quickly lose the customer.  So, you can create a remarketing audience focused exclusively on people who are already customers, and hit them with pre-roll and mid-stream video ads that they can skip if they aren’t interested.  The videos should be designed to be in-depth tutorials or other videos that draw people into your products, and get more engagement. 
  3. Keyword Targeted In-Display Videos Ads.  These ads would promote videos on YouTube Search pages, and my favorite way to use them is for pure lead generation, so you would target the same keywords that drive your best results from SEO and AdWords.  If you don’t know what your top performing keywords are elsewhere, then you probably are not ready to be running YouTube advertisements anyway, because you’re likely allowing easier revenue opportunities to slip through the cracks elsewhere.

You’ll notice that none of these three categories include interest, demographic or any type of overly broad targeting.  This is because B2B customers cross demographic and interest lines, and so you are likely going to waste a lot of money if you rely on those types of targeting criteria.  (The opposite is true for B2C companies — for example, if you are selling Axe body spray, you know that your audience is exclusively males age 18-24.)

If you’re a B2B company, you won’t go wrong with a YouTube advertising campaign along the lines described above, and you can always expand from here if you like the initial results.

Will Marlow is a search engine marketing consultant who loves helping high growth companies optimize and improve their PPC results: and he holds seven certifications: Google AdWords Search, Display, Mobile, Shopping, and Video Certification, Google Analytics Certification, as well as certification as a Bing Ads Accredited Professional.

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