The big news that stepped through the digital marketing front door in November is that YouTube has a new ad frequency targeting feature., which has created quite a buzz among agencies, white-label digital marketing agencies, and Google Ads reseller programs. This clever marketing tool allows advertising professionals to manage their portfolio of adverts strategically by controlling the number of impressions per advert.
Let’s look at the implications of this.
Why Does Ad Frequency Matter?
The widely-welcomed launch of ad frequency targeting is Google’s way of empowering account managers of YouTube marketing UK and internationally. The tool delivers the power to limit the number of times the target audience will be presented with their ads on the YouTube platform.
For those of you who have been the unfortunate audience member subjected to seeing one brand’s advert 20 times a day, there will be big sighs of hopeful relief. If you are a Google client with linked campaigns in Google Display & Video 360, then you will have experienced the ability to manage the number of impressions per advert.
With this new launch, frequency control is available for all agencies and white-label PPC management teams ‒ game on! Google advises that this new tool accommodates up to four targeting frequency goals per week, and algorithms will leverage the maximum unique reach.
The Advantages Of The New YouTube Feature
Your initial reaction when reading this might be, “Hang on, fewer views equals lower ROI, not?”
The short answer: No. Excessive impression counts per viewer often result in the same effect as not showing the ad those extra 18 times. There is a distinct correlation between excessive impressions and diminishing returns. It might be described as visual spamming, and the brain has a good way of coping ‒ it ignores it, which is not going to drive up ROI.
Google has taken this action in response to the hard pushback from advertisers stating that their audiences were being voluble about the frustration they experienced and the brand damage that was mounting.
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Google commissioned a study and reported that ROI drops by 41% when an ad is seen more than six times per week. Considering that some adverts are seen 6 times a day, this must have been an eye-opener for them. Google also advised that 46% of their ad stock was being shown more than 6 times per week, i.e. nearly 50% of wasted impressions.
Conclusion
Google’s test runs have shown that nearly 100% of target frequency campaigns achieved their frequency goals on YouTube. They highlighted that this was achieved when the campaigns were set up by senior digital marketing experts who know how to leverage the best practices.
On the other side of the coin, this opens up “air time” for Google to sell more strategically. Could this additional available “air time” drive more competitive pricing through the market? We’re waiting to see how this plays out and will keep you abreast of any updates.
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