30 second summary:

  • Targeting the wrong audience can lead to poor engagement on your YouTube channel. Competitor analysis will help you solve this problem.
  • A well-structured advertising plan will help you measure the results of your YouTube marketing campaign.
  • By setting the right metrics, you can set your campaign in the right direction from the start.
  • Optimizing your YouTube channel is just a quality multiplier.
  • By creating user-centric titles, you can make content more clickable and user-friendly.

YouTube is a great platform to introduce your product or service to a new audience. In fact, YouTube has an overwhelming reach of two million active users global. However, if you want to use Youtube advertising for your products, there are some common mistakes and pitfalls that can prevent you from succeeding.

1. Target the wrong audience

Many marketers make the same mistake by not identifying their target audience. This often leads to poor YouTube channel performance and engagement. So, if you find that your YouTube channel is not performing as well as expected while the quality of the content appears to be there, the problem may be that it is targeting the wrong audience.

How do I avoid this error?

It’s really easy to believe that your product was suitable for everyone or picked the wrong audience. However, there is something you can do to avoid this error altogether.

Competitive analysis is one of the best ways to identify the right audience for your brand. Evaluate what your competitors are doing and who their target audiences are. If your niche aligns, your audience will likely align too.

In addition to analyzing your competitors, it is helpful to conduct analysis via YouTube search. Go to YouTube and type in multiple searches that match the audience’s intent. Next, check the demographic details of the audience that is watching the videos from the search results.

2. No clear strategy

Not having a clear strategy is a common mistake many marketers face. Marketers who are busy creating videos usually forget to come up with a well-structured advertising plan.

When it comes to promoting your videos on YouTube, intuition isn’t the best thing to rely on. Every successful advertising strategy is based on a certain plan and calculations and not on internal marketing instincts.

How do I avoid this error?

You can’t create a YouTube ad campaign without first developing a strategy. You can’t post your video on the platform and hope for the best. So make sure you set clear goals and objectives to measure your campaign’s performance. You should also have a content plan that details the role of your YouTube content as part of the broader branded content effort.

3. Track the wrong metrics

While it is important that you know the goals of your YouTube advertising campaign from the start, the types of metrics you are tracking are also important. Often times, when marketers are caught up in the pursuit of views, comments, and preferences, they cannot pin down the right metrics. This can lead your campaign in the wrong direction from the start.

How do I avoid this error?

Likes, shares and comments are important. However, there are metrics that can better show customer loyalty. Here are just a few metrics worth measuring to evaluate the performance of your YouTube advertising efforts.

  • Exchange rate: The conversion rate is a must to keep an eye on. If your YouTube efforts are aimed at promoting a specific product or business in general, conversion rate is your preferred metric.
  • Average display time: The total number of views can be misleading. Out of 100 people who saw your video, only 10 could have seen it to the end. For this reason, it is important to measure the average view time. Average view time is the total playback time of your YouTube video divided by the total number of plays and repetitions. This metric will give you the best possible estimate of how your videos are performing.
  • Ratio of views to subscribers: When trying to grow your channel with promotions, don’t worry about the number of views your promotions are getting. Instead, you should look at the Views to Subscribers Ratio. If a video that you are promoting receives a lot of views but none of the viewers are subscribing to your channel, you are stuck. Hence, you should aim to keep the view to subscriber ratio between 8% and 12%.
  • Traffic source: Tracking traffic source doesn’t directly help your video promotions, but you can gain some valuable insights from tracking this metric. Traffic sources help you understand which promotions are producing the best results.

4. Evaluation of YouTube optimization via the quality of content

Imagine that you uploaded a video to YouTube and were very disappointed with the number of views. What’s the first thing you’ll be looking at? Most people’s answer is optimization.

Often times, when marketers get fewer views than expected, they think they haven’t used the correct keywords or metadata. They don’t realize the following: The optimization on YouTube is just a multiplier for the quality. If the quality of the content is poor, no optimization can suddenly turn it into an instant viral sensation.

How do I avoid this error?

Optimization can have a big impact on your channel’s performance under one condition. Your content needs to be of high quality. So focus on the quality of your content first and don’t just rely on optimization tools.

If you are unsure how to begin your journey to quality content, it will certainly help to seek advice online. Look for online resources and eLearning courses like LinkedIn learningto diversify your content and ensure its high quality.

5. Write titles for SEO

Often times, professions familiar with SEO write titles for YouTube algorithms rather than for the user. Here’s a problem with this approach: if the title isn’t interesting enough, the chances of users clicking on it are far less.

CTR can have a huge impact on your YouTube channel’s performance, far more than any SEO benefit a well-optimized title can offer.

How do I avoid this error?

Make sure that all video titles are user centric. If you want to strategically format titles, make sure the first part of the title is written specifically for your audience. User interest is far more valuable than your SEO efforts.

Final thoughts

These five mistakes can drown out even the best-implemented YouTube advertising. After you learn how to avoid these mistakes, you can embed a better performing strategy and see the improvement in results. Good luck in implementing your new found knowledge in real life.

Connie Benton is a senior content writer, guest writer, and avid blogger who helps B2B companies reach their audiences more effectively. You can find her on Twitter at @ ConnieB34412379.