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How to Target Tourists Through Paid Ads

The tourism industry is rich and exciting, full of cultural knowledge, shared experiences, and career-building opportunities for marketers.

It’s true. The tourism industry we know today was largely created by advertisers. Before the 1920s, travel was a luxury only available to the wealthy. However, with the introduction of paid vacation time in the 1930s, travel became part of regular American life.

Advertisers were quick to jump on this trend, and Americans began seeing tourist ads show up in their favorite print magazines and newspapers, making travel one of the most sought-after experiences of modern life.

These days, travel is more widely available than ever before. With high-speed trains, planes, and boats, you can travel anywhere in the world in a day’s time.

However, modern consumers aren’t looking in print magazines to find travel inspiration. These days, if you want to talk to your biggest customers, you need to do it online.

10 Ways to Target Tourists With Paid Ads

Creating high-performing tourist ads is not always as easy as it seems. Of course, beautiful beaches and breathtaking views catch people’s attention, but it takes more than pretty pictures to win them over completely.

What’s more, competition in this space is higher than ever before. If you want to outperform your competitors, you need to stand out.

1. Use Geographic Targeting

The tricky part about creating great tourist ads is that your target audience is often worldwide.

You could serve ads to every country in the world, but that’s going to eat up a lot of your budget.

Instead, try delivering your ads to specific locations where you know similar audiences are likely to be. This is called geographic targeting, and it helps you define where your ads will be seen to maximize your marketing budget.

For example, you can target other tourism sites in your city or country to grab the attention of tourists already in your area. Or, you could even set a larger radius to encourage people driving by who may not know about your destination just yet.

It’s also good to remember that while you can target your tourist ads to specific places, you can exclude locations you know your target audience won’t be as well. For example, you may not want to target the local university on summer break as most students won’t be there.

Tourist Ads - Use Geographic Targeting

Discover the Palm Beaches in Florida used this technique in their impressive “Friends Trust Friends” campaign.

By targeting a 30-mile radius around the town of Royal Palm Beach, they targeted both locals and residents, alongside a lucrative out-of-market tourist market. This results in a 23-percent increase in overnight stays for the brand.

Tourist Ads - Example of Discover the Palm Beaches

2. Target Certain Interests

Another way to accurately send ads to your target market is to focus on user interests rather than location.

This can help you show ads to people who are already interested in similar experiences or services you may be offering.

For example, if you run a surf hut on the beach, it would make sense to serve ads to people who are interested in surfing.

If you’re using Facebook ads, you can do this easily by typing in relevant interests in the provided field.

Tourist Ads - Target Certain Interests

Traverse City Tourism leveraged this technique to bolster their off-season tourism traffic.

They used Facebook ads to promote their cherry blossom blooms by targeting users visiting pages about cherry blossoms. They also created lookalike audiences to maximize their reach.

This excellent campaign, created by TwoSix Digital, brought 319,000+ impressions and doubled their average click-through rate.

Tourist Ads - Example of Traverse City Tourism

3. Offer Sales

It’s always a good idea to offer discounts, package deals, and sales within your tourism ads.

Every month, millions of people search for travel-related keywords on tools like Ubersuggest.

The biggest trend in their searches? People are looking for inspirational vacation ideas and affordable deals, according to Bing and cited by Search Engine Journal.

Tourist Ads - Keyword Examples

That means you need to give the people what they want.

Serving special offers, family vacation bundles, and flash sales can be a huge incentive to prospective travelers trying to figure out their next vacation.

What’s more, discounts and deals are a great way to introduce your offerings to new audiences and hopefully retain more loyal customers.

Just remember, discounts and deals have a downside, too.

Loyal customers have a better proven ROI than new customers. While you might spend $5,000 to acquire a new customer, you may only need to spend $200 to keep one you already have.

Deliver your discounts at a reasonable rate, and make sure you’re targeting the right audiences to ensure your budget is spent wisely.

4. Anticipate Their Questions

Great customer service starts with an in-depth knowledge of your customers’ wants and needs.

To deliver a truly exciting experience that will improve your customer retention, you need to anticipate customer questions and include that information in your tourist ads.

For example, a hotel might promote free Wi-Fi or complimentary breakfast options, knowing that this will incentivize customers to choose your spot over another.

You can advertise convenience features as well, such as close to transit, walkable, or included in city sightseeing passes.

Tourist Ads - example of Seattle hotel ad with free wifi

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5. Use Images and Video

Tourism is all about the experience, and what better way to showcase your unique offering than with engaging video and photo assets.

Visual content in marketing campaigns can help you connect with your audience and help them imagine what it’s like to visit your location.

You can use photo, video, and graphic elements within your tourist ads to deliver this messaging.

When using videos and images in your tourist ads, make sure they are contextually clear. Don’t post a photo of a waterfall if you are advertising a kayak trip. Similarly, if your tourist ad contains a video of a white-sand beach, be sure to include details on your hotel or service to attract the most qualified leads.

What’s more, many brands have seen success by experimenting with dynamic visual content.

For example, Travel Alberta used a 360-degree video in their Facebook ads to create interactive, immersive experiences for users.

By interacting with the ad, users could explore fossils in historic Drumheller in Canada. They could even click around in each scene to explore further into the caves.

According to Crowd Riff, these tourist ads resulted in 130,000 views for Travel Alberta, along with 600 shares and 300 comments from users who loved the campaign.

Tourist Ads - Example of Travel Alberta

6. Research Your Past Guests to Target a Specific Audience

Market research is essential if you want to read your audience’s mind.

If you want to create truly effective tourist ads, you need to understand who your past guests are, what brought them to you, and how you can get more guests like them in the future.

For example, if you know most of your guests come from small towns on the West Coast, you can use that information to target that area.

Similarly, if you find yourself seeing an influx of visitors from neighboring towns, it may be worth localizing your marketing to attract those customers better.

This research will help you develop an idea of what a common guest might look like. From there, you can target a highly specific and relevant audience.

7. Take Advantage of Remarketing

As we discussed before, the best customers are repeat customers because they cost less to keep and allow you to better predict your profits going forward.

According to research by Frederick Reichheld of Bain & Company, increasing customer retention rates by five percent can increase your profits by 25 percent%. That’s a metric worth aiming for!

How can you get more long-term customers and maximize your marketing budget when creating tourist ads?

The secret is to invest in remarketing campaigns. This will allow you to target people who have already shown interest in your service or location and give you an opportunity to bring them back to your business.

When doing remarketing for tourist ads, be sure to do your research. Most tourists visit many websites to compare and check prices.

If you see a customer returning to your website over and over again, it may be a good time to serve them a discount option or promote your complimentary services.

You can also target customers who completed specific actions, such as buying a tour pass or signing up to your mailing list.

Remarketing strategies can help increase your conversions and sales, alongside creating a stronger roster of repeat customers.

8. Leverage User-Generated Content

User-generated content (UGC) can help you get more shares, likes, and engagement from your audience by leveraging their influential power.

In tourist ads, user-generated campaigns are a great way to spread your brand’s message to interested audiences.

People love to post photos and videos of their travels, so why not use that trend to your advantage? What’s more, it’s a cost-effective method of advertising that won’t break your budget.

A UGC campaign for a tourist ad might look like offering discounts or incentives to users who post about your business. If you’re a restaurant, this might look like discounts on a bill for users who post a photo of a specific food item. If you’re a hotel, you can offer users complimentary services if they check in on social media.

You can also use these UGC materials on your website to show potential tourists what their experience could look like.

Visit Duluth used this tactic in their Summer Guide to Duluth campaign, where real-time photos and videos of tourists were displayed in a UGC gallery on their website.

Tourist Ads - Leverage User-Generated Content

9. Direct Traffic to Landing Pages

It’s important to lead your tourist ads toward your website or other lead conversion points to direct them to points of sale.

Creative landing pages are a great way to customize your user journeys and improve the performance of your tourist ads. Landing pages give you extra opportunities to communicate your unique selling points, such as complimentary services, licenses, or nearby experiences.

Visit Indy put their landing pages to work in a creative tourist ad campaign where they used video content and persona-specific landing pages to engage users. For instance, their “foodie” persona was directed to a landing page that displayed “Things Every Foodie Should Do in Indy.”

The results were a three-times increase in click-through-rates and a more optimized budget for the brand.

Tourist Ads - Example of Visit Indy

10. Make Use of Bing

Travel and tourism are a global phenomena, so don’t get stuck relying on only one search engine to help your campaigns.

Bing is widely used by global audiences, especially when it comes to travel.

Setting up Bing ad campaigns is often cheaper than ads on Google. While the performance metrics aren’t as high, it is worth investing a small budget into Bing so you don’t miss out on any new audiences.

Also, since competition on Google can be high, Bing gives an opportunity to outperform your competitors when creating tourist ads. According to Spinutech, Bing budgets can be 20-35 percent lower than traditional AdWords budgets.

Tourist Ads - Make Use of Bing

Conclusion

As more and more people search for vacations, experiences, and deals online, the importance of strategic tourism marketing will only grow.

Successful tourist ads leverage all aspects of your conversion funnel in order to best engage with your varied audiences. Audience targeting, visual content, remarketing, landing pages, and user-generated content can help you attract audiences from around the world to your destination.

From there, it’s all about delivering unique and exciting customer experiences to keep your customers coming back year after year.

What other marketing tactics have you used in tourism advertising?

The post How to Target Tourists Through Paid Ads appeared first on Neil Patel.

How to Target Millennials Through Paid Ads

Millennials are something of a mythical bunch in society. Much is said about their behaviors and preferences, yet many of the stories seem to contradict. Even narrowing down what age group millennials represent is challenging, and many people have differing views.

This confusing picture makes it challenging to target millennials through paid ads, but don’t let it put you off. Let’s look at who millennials are and how you can use that data to create targeted ads that will convince them to convert.

When Were Millennials Born?

Millennials are defined as “people reaching young adulthood in the early 21st century.” The Pew Research Center further defines the group as those born between 1981 and 1996, though that time period has shifted over time.

Millennials are now the most populous group in the US, making up 21.97 percent of the population, and this trend is set to continue well into the 2050s.

This makes understanding millennials crucial to creating paid ads that actually drive revenue.

What Makes Millennials Unique?

One of the key things that make millennials unique is their relationship with technology.

Millennials were born into a world where modern technology hadn’t yet taken hold in daily life like it has today. However, they did grow up in an age where technology was transforming the way we live, so they aren’t new to it.

Generation X adapted to digital technology as adults, and Generation Z have never known life without the smartphone or super-fast internet, but millennials have a foot in both worlds.

The rapid shift to a digital world means millennials’ lives have followed a different path to those generations before and after them. This has influenced them in many different ways.

Of course, it’s hard to ascribe common characteristics to such a diverse group, but some traits seem to be common in this generation, including:

  • connected
  • tech-savvy
  • curious
  • in need of instant gratification
  • collaborative
  • seek transparency
  • crave authenticity
  • care about diversity and sustainability

Keep in mind; this is just a rough picture of millennials. There are still individual people with unique politics, education levels, likes, and dislikes. However, these insights need to inform your paid ad strategy.

Why You Should Target Millennials Through Paid Ads

If you successfully target millennials through paid ads, you’ll engage 21.97 percent of the US population and 2 billion people worldwide. While millennials are more receptive to certain products, this is a huge market for virtually any business.

However, millennials pose several challenges to marketers. First, it is a large, diverse group, and secondly, they’re so accustomed to advertising that some think they’ve become immune to it.

Nobody is immune to advertising, and millennials click paid ads every day. The trick is finding the right strategy.

It starts with understanding your target audience. If your product doesn’t solve the problems millennials have or fit their view of the world, then this group shouldn’t be your primary target.

For example, businesses that provide traditional weddings and razor blade manufacturers have a notoriously difficult time advertising to millennials. This isn’t because this generation is immune to advertising, it’s because the products aren’t as closely aligned to the people’s wants and needs (think of the proliferation of beards in society today versus 20 years ago).

Instead, it’s businesses in travel, tech, fast food, and other sectors where the products match millennials’ specific pain points that are finding success.

If millennials are a key part of your target audience, then paid advertising is an effective option, because it allows you to reach these people where they’re “hanging out.” Ninety percent of millennials are on Facebook, making it exceptionally easy to reach these people with your message.

A key part of marketing is getting your message seen, and millennials give you ample chances to do this.

6 Strategies for Targeting Millennials Through Paid Ads

To successfully target millennials through paid ads, you have to remember this group is very tech-savvy, and they’ve grown up with online advertising.

They see through the cheap gimmicks and aren’t coerced into clicking for no reason. Therefore, you should focus on offering genuine value. The strategies you use to target millennials through paid ads must add to the experience, rather than just serving your own purposes.

Here’s a few ways to successfully target millennials with paid ads.

1. Run Ads on the Social Media Platforms Millennials Use the Most

The good thing about millennials is they are easy to reach. A huge percentage are active on social media, but to make the most of this, we need to understand what platforms millennials are using.

In the past, this was pretty easy. People had Facebook, Twitter, and maybe Instagram. There weren’t many other popular options. Today there are dozens of social media platforms, with new ones popping up every day.

Let’s look at what percentage of millennials use some of the most popular platforms weekly:

  • Facebook: 87 percent
  • Twitter: 42 percent
  • Instagram: 71 percent
  • Snapchat: 52 percent
  • YouTube: 86 percent
  • Pinterest: 42 percent

Additionally, LinkedIn’s audience is 38 percent millennials aside from these platforms, and 19 percent of millennials are using TikTok.

There are plenty of opportunities out there to target millennials through paid ads. The ability to reach this group isn’t difficult; the tricky part is getting your medium and message right.

These platforms rely on marketing revenues though, so they’re constantly innovating and finding new ways for advertisers to engage their users. For example, Pinterest Story Pins, or Instagram filters let you offer the experience millennials are looking for.

2. Create Paid Ads That Appeal to Millennial Values

Many studies point to millennials closely held values, and three that are commonly referenced are personal responsibility, diversity, and sustainability.

It’s no surprise, given that millennials make up such a large percentage of the population that these values are being highlighted more in advertising. We often see ads that reference issues that are close to millennials’ hearts, such as climate change and equality.

If your brand is active in these issues, then this is something you should be highlighting in your advertising.

Take Allbirds shoes. they entered the highly-saturated shoe market in 2015, where they faced huge competition. Through a highly-effective advertising campaign that played on their shoes’ sustainable credentials, sales have exploded, and today the company is worth $1.4 billion.

How to target millennials through paid ads - allbirds facebook ad

There’s no crazy marketing strategy, it’s just clear messaging that hits on people’s (millennial’s) values.

3. Be Upfront and Honest in Your Paid Ads Targeting Millennials

Millennials grew up in the digital age, and for the most part, they’ve seen all the tricks. They’re used to gimmicky advertising tricks to get their attention, and they learned to filter these out.

What cuts through the noise with millennials (and this is closely related to their values) is being honest and upfront with your advertising. This group knows if something sounds too good to be true, then it probably is, so there’s no point in over-promising and under-delivering.

This ties in with creating paid ads that appeal to millennials’ values; if you’re not serious about sustainability, or equality, or whatever it might be, then millennials are more likely to hold you to account.

This group grew up in a world of big (often faceless) corporations, but thanks to technology, they have a chance to see behind the branding and see the values behind a company. This can be a great opportunity for your advertising, but it’s got to be done in a clear, honest way.

For example, Allbirds doesn’t just use convenient slogans about sustainability in their paid ads. It’s a theme that’s central to its entire customer journey, and it delivers on its promises.

how to target millennials through paid ads - allbirds website

4. Create Funny Paid Ads to Target Millennials

Fifty-five percent of 13 to 35-year-olds send memes every week, and 30 percent do so daily. That’s a lot of memes!

Humor plays a huge role in millennial culture, and it’s something you can use in your paid ads. Funny ads are nothing new; just take a look back at some of the classic TV ads, but for some brands keep things very straightlaced online.

When used in content and ads, memes can have many benefits:

  • They allow you to be creative.
  • It’s an easy way to show your brand’s personality.
  • They increase engagement.
  • They’re easy to use.
  • They are shareable.

People enjoy humor, and there’s certainly a place for it when you target millennials through paid ads. Just make sure your ads reflect the values of your business and resonate with your target audience. Otherwise, it can backfire.

5. Take Your Cue From Millennial Trends

The boozy brunch, avocado toast, and emojis are just some of the reported millennial trends in recent years. When 21.97 percent of the population enthusiastically gets behind something, you can bet it’s a factor to target with your marketing.

If you keep seeing something crop up in popular culture, then check it on Google Trends and see if it’s worth factoring into your marketing.

how to target millennials through paid ads - google trends

Remember that millennials are cynical consumers of advertising, so if it’s a reach to link your products to the trend, it’s probably best to leave it alone rather than look like you’re just trying too hard.

6. Ask the Millennials in Your Office for Help

One of the best ways to learn about your target audience is simply to ask them questions. Millennials now make up the largest proportion of the workforce, so there are bound to be some in your office.

Obviously, your co-workers have jobs to do, but it won’t hurt to run a few ideas by them. Millennials are a very diverse group, so they won’t be able to speak for everyone, but they might be able to give you some ideas about what works and what doesn’t with this generation.

Examples of Paid Ads Targeting Millennials

Brands are always trying to reach millennials through paid advertising, so there are lots of examples, some of which have had tremendous success, and others that are best forgotten. Let’s take a look at the best and the worst of the bunch.

The Good

Here are a few ads that nailed millennial marketing.

NFL and McDonald’s: Bad Lip Reading

This is a great example of brands capitalizing on millennial trends in a positive way.

In 2013, a series of YouTube videos found huge success by taking video footage of normal events and overlaying them with “bad lip reading.” One of the most successful videos was “The NFL: A Bad Lip Reading,” which has over 72 million views.

Rather than take offense at the light-hearted fun, the NFL embraced the trend and teamed up with McDonald’s to create their own version.

how to target millennials through paid ads - bad lip reading

Airbnb: Belong Anywhere

Airbnb was founded in 2008 and was valued at over $100 billion when it went public in 2020. Part of its success has been a product that is closely aligned with the values of millennials, and its advertising continues to capitalize on this.

Messages such as “Let’s Keep Travelling Forward,” and “We Accept” fit perfectly with the ideals millennials respond to, and this has helped bring the company great success.

The Bad

What does it look like when millennial marketing goes wrong? Here are a few ads that missed the mark.

McDonald’s: Fish Fillet

It was widely accepted that McDonald’s missed the mark with its fish fillet ad because it’s seen as emotional manipulation.

Emotion is a big part of any ad, but it’s got to be done in the right way. This ad just seems like McDonald’s is using a child’s grief to sell its sandwiches, and that’s something millennials will see through.

Pepsi: Kendall Jenner Protest Ad

Millennials tend to feel a personal responsibility to make a positive change in the world, but brands that exploit that drive will suffer. For many people, this Pepsi ad featuring Kendall Jenner did just that.

Aired during a time of heightened tension around America, the ad seemed to trivialize the cause of the protests and struck the wrong chord with millennials.

Conclusion

Millennials are a diverse, tech-savvy group that were brought up with advertising, so it’s no surprise that it takes some fine-tuning to get your targeting right.

When you take the time to understand millennials, discover what values they hold dear, the platforms they engage with, and the types of content they respond to, then you will find you can successfully advertise to this group.

For some businesses, millennials simply won’t be part of their target market, but with this group making up over a fifth of the population, the majority of businesses are going to have to learn how to target them through paid ads.

Have you had success advertising to millennials?

The post How to Target Millennials Through Paid Ads appeared first on Neil Patel.

How to Optimize Your Videos Through YouTube Analytics Data

What if I told you there was a way to reach an audience larger than the one Netflix has through YouTube analytics?

It’s possible!

YouTube videos reach more than 2 billion users a month—about one-third of the entire internet’s traffic.

However, if you want to use YouTube videos to drive traffic and revenue, you need to deep into the data.

How do you know whether your video has impacted your business?

Through the effective use of YouTube analytics!

In the next few sections, I’ll explain what YouTube analytics is all about, how to access it, what metrics you need to track, and how to leverage this information for better ROI.

What Is YouTube Analytics?

YouTube analytics is the native analytics platform on the site, providing access to vital metrics about video performance including watch time, viewer demographics, traffic sources, impressions, and more.

What is the point of all this information?

This data is here to help you understand what type of content your audience is interested in so you can improve your YouTube strategy.

If you hate wading through data, you’ll be happy to know YouTube analytics is pretty straightforward.

Instead of overwhelming yourself with a ton of information, you can choose to focus on the data that matters most to your brand.

Why Is YouTube Analytics Important? 

Simply put, knowing about your YouTube videos’ performance levels is vital to understanding how effective your efforts have been. When you know that, you can create more of the content your viewers love.

Why does YouTube Analytics matter so much?

For starters, YouTube is the second most popular website online. Period.

Further underlining YouTube’s popularity is that teens spend much more time watching YouTube than live TV—or even Netflix or Hulu.

This fact is of particular importance if your products appeal to this demographic.

But YouTube isn’t just for teens—people of all ages and demographics watch more than a billion hours of YouTube videos every day.

How to Access YouTube Analytics

Ready to dig into the data? Here’s how to access YouTube analytics.

From the YouTube homepage, navigate to the top right corner, where you see your account’s avatar.

Click on the image, and you’ll see a drop-down list of account options.

Select “YouTube Studio.”

youtube analytics studio example

On the next page, you’ll see the Studio dashboard.

There’s a sidebar on the left, which allows you to access different parts of your account.

Click “Analytics,” which takes you to an overview of your YouTube channel’s performance.

youtube analytics channel dashboard

The overview page provides details like views, watch time, subscribers, estimated revenue, and real-time reporting.

You’ll also see four primary analytics tabs:

  • Reach
  • Engagement
  • Audience
  • Revenue
youtube analytics channel metrics

The statistics you see here are for the last 28 days. That’s YouTube’s default setting.

However, you can view metrics for a different period by clicking on the drop-down on your screen’s top right corner.

date range period youtube analytics

What if you want to see how well your videos have performed within 60 minutes or 48 hours of hitting the publish button?

The real-time report provides these details.

YouTube has information in place to help you understand the metrics, even if you’re a beginner.

All you have to do is hover over your chosen metric or click the “i” in a circle appearing near the metric’s name.

Here’s an example:

impressions over time youtube analytics

If you want to understand the metrics further, the “Learn More” link at the bottom of the box comes in handy.

In addition to overall channel metrics, you can also view individual videos’ metrics.

To access video metrics, click on any video from the overview page.

youtube video metrics

Click on “See More” to dive deeper into the analytics of a specific video.

Alternatively, you could click “Advanced Mode” at the top right corner.

Want to see how two videos performed against each other?

The comparison feature allows you to compare two videos, one video against itself over different periods, or a video with a group of other videos.

If the video is part of a series, you can discover how it compares to the others.

Additionally, you can discover if there is a difference in seasonal video performance.

To access this feature, click “Compare to” at the top right corner of the page.

compare youtube analytics

Here, you can select the periods, video, or group to compare.

youtube analytics comparison example

Another useful option is to add filters to your metrics.

You can find the filter option beneath the video’s title in the upper left, underneath the image from your video.

filters for youtube analytics

Clicking the “+” icon at the top of the table of metrics brings up a big list of metrics you can check out.

youtube analytics metrics

Want to save or share your data? You can easily export it for further analysis.

To do this, navigate to the top right corner of the page you want to export and click the download icon—a downward-facing arrow with a line beneath it.

export youtube analytics data

This will bring up two options—Google Sheets and .csv—so you can choose the format you prefer.

Vital Metrics to Track on YouTube Analytics

It’s easy to get lost in the sea of data on various marketing platforms. There’s so much information, and it’s understandable if you get overwhelmed by all the filters, options, and tools.

And the same applies to YouTube analytics.

Don’t worry, though: YouTube analytics is comparatively easy to use.

Keep in mind you only need to view metrics answering a specific question you have.

These questions might include:

  • How do viewers engage with our videos?
  • When do they exit the videos?
  • Which videos convert the most viewers to subscribers?
  • Do our YouTube audience demographics match with our buyer personas?

With these and more questions in mind, it should become easier to view the metrics you need.

Below, I’ll share seven essential metrics in YouTube Analytics and insights you may derive from them.

1. Demographics

When creating a video, you need to know who you’re targeting—and who’s watching.

YouTube’s demographics data reveals details like the top countries and cities your viewers are watching from, viewers’ ages and genders, the times and days they most often watch videos, and more.

Location

If you have many viewers from a particular country or city, and your brand allows for this, you could tailor content to those locations. If you’re advertising a local product, but your videos aren’t generally being viewed locally, it may be time to investigate your keywords.

geography youtube analytics

Age and Gender

Knowing who your audience is can help you create relevant and appropriate content. After all, you wouldn’t want to produce R-rated content if your viewers are typically 13-17!

youtube analytics demographics

Furthermore, the times and days viewers are on YouTube provides insights into when you should publish new videos.

If you run YouTube ads, having demographics information can also improve your ability to target content accordingly.

Finally, you can compare your demographics data to your buyer persona.

Do they match?

If so, great! If not, will you change your buyer persona or your content?

2. Traffic Source Types

Traffic source types indicate where viewers find your videos, such as YouTube search, Suggested videos, Channel pages, direct visits, views from external sources, and others.

In addition, you’ll see how viewers from each source behave.

traffic source types youtube analytics

These metrics provide information about the sources responsible for your video views. For example, you might find your blog drives a ton of traffic to YouTube, which means you may want to embed more videos in blog posts.

For more details about how people found you, you can click on each source. For instance, clicking on “YouTube search” will show you what keywords led users to your videos.

You can also see which sources contributed little to your views and try to figure out how to boost those areas.

For example, a low number of views from YouTube search might mean you need to improve your YouTube SEO.

Or, a small number of views from Suggested videos might indicate you need to engage your audience better. Higher engagement means YouTube may see your videos as valuable and suggest them to people viewing similar content.

There are even more insights to uncover once you dig into the data.

3. Watch Time

Getting a lot of YouTube views is good, but getting a high watch time is even better. “Watch time” is how long users spend watching your videos.

YouTube’s algorithm uses this metric to help it understand your content’s quality. This means a long watch time improves your chances of showing up as suggested videos and on search pages.

youtube analytics watch time

You can analyze each video’s watch time and compare it to the video’s length.

What types of videos have high watch times? What types have low watch times? Why do you think that is?

Considering the differences between videos with high and low watch times can help you create better content in the future.

You should also examine videos with a high watch time at a particular time of year. This could be a seasonal video—and if it did well, consider creating a similar video next year.  

4. Subscribers

When a viewer clicks the “Subscribe” button, they’re confirming their interest in your content. They’re then more likely to see when you post new videos—and watch them.

YouTube Analytics displays the number of subscribers you’ve gained and lost during a given period.

You’ll also see which videos contributed to your subscribers count.

Which videos are responsible for a high number of subscribers gained? Which ones are responsible for subscribers lost?

Analyzing these changes can help you improve the content you create. For example, if longer videos tend to drive more subscribers, then you should focus on longer videos

You can also view subscription sources, which tells you where subscribers found your content.  

There’s another way to understand what drives subscribers—comparing them with non-subscribers.

For example, you can compare these two audiences on metrics such as watch time, including the time spent viewing and what percentage of the video they watched.

Thirty seconds means something very different on a 45-second video than it does on a 45-minute video!

youtube analytics example

In the image above, there’s an anomaly. You see, non-subscribers are outnumbering subscribers significantly. This data indicates a need for further investigation—perhaps check their traffic sources.

5. Top Videos By End Screen

If you’ve ever watched YouTube, you know many videos end with images of other videos to watch. Those images are there to entice users to keep watching.

end screen example youtube analytics

The metric related to this tells you which end screens accounted for the most clicks.

By clicking on “See More” in the engagement tab, you’ll see details such as end screen elements shown, end screen element clicks, and clicks per end screen element.

As a result, you can identify videos that keep viewers watching.

Why is a specific end screen more effective than another? Once you figure this out, apply the insights to other videos.

6. Top Cards

Card elements are interactive and allow you to promote other YouTube videos or links to your website. You can see an example in the image below—the “Suggested” bar is a card element.

Card element metrics show you details such as card clicks, cards shown, clicks per card, and more.

From these numbers, you’ll discover which cards were most effective at converting viewers.

Ask these questions:

  • What makes these cards effective?
  • Are cards more effective on some videos than others?
  • At what time are cards most effective in a video?
  • What makes some card teasers effective?

By diving deeper into these metrics, you can find answers to these critical questions.

7. Revenue

YouTube ads are essential to revenue. However, to run YouTube ads, you need at least 1,000 subscribers and 4,000 hours of watch time. Focus on making great content using your metrics as a guide to get to these numbers.

You can see an example of an ad overlaying a YouTube video below.

youtube analytics ad revenue

If you’re running ads as part of the YouTube Partners Program already—or when you get to that point—the revenue section of analytics is crucial.

Here, you’ll find details such as your revenue sources, top-earning videos, ad types, monthly estimated revenue, YouTube Premium revenue, and more.

What are the top-earning videos? How are they different from the low earners?

You may get answers to these questions and more by diving deeply into revenue analytics.

All that said, you don’t have to monetize your channel through ads—I don’t do this myself. Instead, I use YouTube for branding, education, and to drive traffic to other resources.

Other YouTube Analytics Tools

YouTube analytics provides a ton of metrics about your channel performance, but it’s not the only source of data available.

That’s why you should use other analytics tools to gain more insight into your YouTube campaigns.

Using these tools, you can obtain analytics for other channels in your industry, enhance YouTube SEO, and get recommendations to improve.

Here are three other tools to better understand your YouTube video performance.

Vidooly

Using your YouTube analytics information, Vidooly provides suggestions about how to improve your videos.

They also grant access to video tag analysis—meaning the words in your video’s metadata—so you can discover high-performing tags.

To help you rank higher in YouTube keyword searches, Vidooly also has a keyword tool that may boost your videos’ SEO.

If you run influencer marketing campaigns, Vidooly can help you figure out which influencers may help grow your channel.

ChannelMeter

ChannelMeter provides access to extremely detailed audience insights.

Beyond that, you can monitor how videos from influencers perform. This is handy if you run YouTube influencer marketing campaigns—or if you want to emulate some of their ideas.

ChannelMeter also allows you to check on your benchmarks and follow trends among similar videos so you can adapt accordingly.

Unmetric

One of Unmetric’s most significant features is the benchmarking tools. These tools allow you to compare your strategy against your competitors.

For example, you can look at your competitor’s click-through rate, engagement rate, and video completions. This tool can help you develop campaign goals and identify new trends.

Furthermore, you can see how you fare against your competitors and obtain insights that may boost your campaigns. They even provide ideas for content creation.

Conclusion

YouTube Analytics is essential to running any successful YouTube campaign.

You can learn about your audience, what you’re doing well, and where you can improve—without being bogged down by unnecessary data, thanks to YouTube Analytics’ helpful filters.

What aspects of your videos do you think YouTube analytics can improve?

The post How to Optimize Your Videos Through YouTube Analytics Data appeared first on Neil Patel.

Save money on Taxes Through Home Loan Lending

Minimize Taxes Through Home Loan Lending

Do you cluck with stress and anxiety as well as be sorry for each time you determine just how much of your income really goes to the tax obligation individuals? House funding borrowing makes having a home simple.

Mortgage Lending Lets You Save on Interest
You can also acquire added land with house finance loaning as well as declare the home passion as a reduction. The only problem is that this land be nearby to your residence. You can proclaim as a tax obligation reduction the passion on as much as $100,000 of your home-equity financial obligation.

Mortgage Lending Helps You Save on Taxes
When you buy a residence, you can proclaim all the genuine residential or commercial property tax obligations you pay as a tax obligation reduction. You can proclaim your share of the residential property tax obligations paid as a tax obligation reduction.

What makes this discount rate on tax obligations specifically intriguing is that there is no limitation to the variety of residential or commercial properties that top quality for this reduction. The home tax obligations you pay on all 15 residences can be stated as a reduction if you acquired 15 houses with house car loan financing.

Home Mortgage Lending Gives You Gain Exclusion
Intend you went for house financing borrowing 30 years earlier, as well as currently you have your residence. Is there any kind of method you can proceed taking pleasure in tax obligation benefit?

If you stayed in your residential or commercial property for a minimum of 2 of the previous 5 years prior to making a decision to offer it, you can leave out from your earnings statement $250,000 of the benefit from the sale. Also much better, if you marketed your home for much less than $250,000, you need not report the earnings to the IRS. You have no tax obligation on the sale.

Uncle Sam Is All for Home Loan Lending
A lot of decide for house car loan borrowing. Uncle Sam makes it much easier for you to have a residence by decreasing components of the expense you sustain in residence car loan borrowing.

Residence car loan financing simply may be the ideal point that can ever before take place to any person because the exploration of interior pipes. With residence car loan financing, you not just obtain to purchase a residence, you can utilize it to pay lower tax obligation!

When you buy a residence, you can proclaim all the genuine residential property tax obligations you pay as a tax obligation reduction. You can state your share of the building tax obligations paid as a tax obligation reduction.

Expect you went for residence funding borrowing 30 years earlier, and also currently you possess your home. Uncle Sam makes it less complicated for you to have a house by decreasing components of the price you sustain in house car loan financing.

With residence financing borrowing, you not just obtain to get a home, you can utilize it to pay minimal tax obligation!

The post Save money on Taxes Through Home Loan Lending appeared first on ROI Credit Builders.

Save money on Taxes Through Home Loan Lending

Minimize Taxes Through Home Loan Lending

Do you cluck with stress and anxiety as well as be sorry for each time you determine just how much of your income really goes to the tax obligation individuals? House funding borrowing makes having a home simple.

Mortgage Lending Lets You Save on Interest
You can also acquire added land with house finance loaning as well as declare the home passion as a reduction. The only problem is that this land be nearby to your residence. You can proclaim as a tax obligation reduction the passion on as much as $100,000 of your home-equity financial obligation.

Mortgage Lending Helps You Save on Taxes
When you buy a residence, you can proclaim all the genuine residential or commercial property tax obligations you pay as a tax obligation reduction. You can proclaim your share of the residential property tax obligations paid as a tax obligation reduction.

What makes this discount rate on tax obligations specifically intriguing is that there is no limitation to the variety of residential or commercial properties that top quality for this reduction. The home tax obligations you pay on all 15 residences can be stated as a reduction if you acquired 15 houses with house car loan financing.

Home Mortgage Lending Gives You Gain Exclusion
Intend you went for house financing borrowing 30 years earlier, as well as currently you have your residence. Is there any kind of method you can proceed taking pleasure in tax obligation benefit?

If you stayed in your residential or commercial property for a minimum of 2 of the previous 5 years prior to making a decision to offer it, you can leave out from your earnings statement $250,000 of the benefit from the sale. Also much better, if you marketed your home for much less than $250,000, you need not report the earnings to the IRS. You have no tax obligation on the sale.

Uncle Sam Is All for Home Loan Lending
A lot of decide for house car loan borrowing. Uncle Sam makes it much easier for you to have a residence by decreasing components of the expense you sustain in residence car loan borrowing.

Residence car loan financing simply may be the ideal point that can ever before take place to any person because the exploration of interior pipes. With residence car loan financing, you not just obtain to purchase a residence, you can utilize it to pay lower tax obligation!

When you buy a residence, you can proclaim all the genuine residential property tax obligations you pay as a tax obligation reduction. You can state your share of the building tax obligations paid as a tax obligation reduction.

Expect you went for residence funding borrowing 30 years earlier, and also currently you possess your home. Uncle Sam makes it less complicated for you to have a house by decreasing components of the price you sustain in house car loan financing.

With residence financing borrowing, you not just obtain to get a home, you can utilize it to pay minimal tax obligation!

The post Save money on Taxes Through Home Loan Lending appeared first on ROI Credit Builders.

Save money on Taxes Through Home Loan Lending

Minimize Taxes Through Home Loan Lending

Do you cluck with stress and anxiety as well as be sorry for each time you determine just how much of your income really goes to the tax obligation individuals? House funding borrowing makes having a home simple.

Mortgage Lending Lets You Save on Interest
You can also acquire added land with house finance loaning as well as declare the home passion as a reduction. The only problem is that this land be nearby to your residence. You can proclaim as a tax obligation reduction the passion on as much as $100,000 of your home-equity financial obligation.

Mortgage Lending Helps You Save on Taxes
When you buy a residence, you can proclaim all the genuine residential or commercial property tax obligations you pay as a tax obligation reduction. You can proclaim your share of the residential property tax obligations paid as a tax obligation reduction.

What makes this discount rate on tax obligations specifically intriguing is that there is no limitation to the variety of residential or commercial properties that top quality for this reduction. The home tax obligations you pay on all 15 residences can be stated as a reduction if you acquired 15 houses with house car loan financing.

Home Mortgage Lending Gives You Gain Exclusion
Intend you went for house financing borrowing 30 years earlier, as well as currently you have your residence. Is there any kind of method you can proceed taking pleasure in tax obligation benefit?

If you stayed in your residential or commercial property for a minimum of 2 of the previous 5 years prior to making a decision to offer it, you can leave out from your earnings statement $250,000 of the benefit from the sale. Also much better, if you marketed your home for much less than $250,000, you need not report the earnings to the IRS. You have no tax obligation on the sale.

Uncle Sam Is All for Home Loan Lending
A lot of decide for house car loan borrowing. Uncle Sam makes it much easier for you to have a residence by decreasing components of the expense you sustain in residence car loan borrowing.

Residence car loan financing simply may be the ideal point that can ever before take place to any person because the exploration of interior pipes. With residence car loan financing, you not just obtain to purchase a residence, you can utilize it to pay lower tax obligation!

When you buy a residence, you can proclaim all the genuine residential property tax obligations you pay as a tax obligation reduction. You can state your share of the building tax obligations paid as a tax obligation reduction.

Expect you went for residence funding borrowing 30 years earlier, and also currently you possess your home. Uncle Sam makes it less complicated for you to have a house by decreasing components of the price you sustain in house car loan financing.

With residence financing borrowing, you not just obtain to get a home, you can utilize it to pay minimal tax obligation!

The post Save money on Taxes Through Home Loan Lending appeared first on ROI Credit Builders.

How to use Facebook advertising to get people to move through your funnel

You want to help your prospect stay on track and keep moving through your funnel. To do this, segment your marketing by using pixels.

If you haven’t been doing ads for a long time, I know that thinking about retargeting may cause you to break into a cold sweat. But it’s really not that complicated. You just need to think about what your goals are, and then create the right kind of pixel to get you to your goal.

Custom audience pixel

This is the first of two types of pixels you can use on Facebook. It’s a pixel that you put everywhere on your website.

When you want to create custom audiences, meaning you want to retarget audiences on Facebook, you get once piece of code that goes on every page. Then you tell Facebook, “Create a custom audience of people who visited this page, but not that page.” Or “People who visited these two pages, but not this third page.”

Need answers on how to kick your funnel into high gear?

Get immediate, actionable feedback to boost your conversions with our MFA Strategists on a free strategy session today!

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Moving along…

How do you use this information to keep people moving through your funnel?

Once you identify who visited the first page, but not the second page, you can create a new custom audience. You can also create another custom audience for people who visited the first two pages, but not the third page.

Create a custom audience for people who didn’t visit the sales page or the order form. You know those are people who opted in but didn’t buy, because if they had bought, they would have visited the upsell page.

And you can even create another custom audience for people who bought the main product, but didn’t buy the upsell.

You can do this throughout every step of your funnel. You are basically segmenting inside Facebook based on pages visited or not visited. That is the custom audience pixel.

Conversion pixel

The second type of pixel works in the same way you would use a third-party tracking service.

Every different goal gets its own unique tracking pixel. Let’s say you want to track which optin campaigns are doing best. You create a conversion pixel and call it, “Coach opt-in,” or “Funnel one opt-in.”

Then you drop that pixel on, say, your VSL page, where your new leads are sent after they opt in. When they hit that VSL page, the pixel will trigger back to Facebook, signaling a conversion.

Once you’ve got that conversion code on there, you can create multiple campaigns and multiple ad sets, just using that one pixel already on the page. Remember: there is only one conversion pixel per page.

In other words, if you are tracking optins (a conversion), you would have a conversion pixel on your VSL page. And to track people who bought, you would put a conversion pixel on the thank you page (a different conversion). And maybe another conversion pixel on the first upsell page.

It may sound a bit complicated, but here is the key idea: Using pixels allows you to segment your audiences in order to run ads specific to the pages they have visited, and the pages they have not visited. Just identify where those pages are in your funnel, and send new ads through retargeting.

Your prospect may just need a little reminder to get back on track and finish up the process!

The post How to use Facebook advertising to get people to move through your funnel appeared first on Marketing Funnel Automation.