If you’ve been running your brand’s ads on platforms like Facebook and Google, you’ve likely noticed something unsettling in your ad reports. Cost-per-click (CPC) is climbing fast…perhaps, it seems, even faster than it takes for your morning caffeine to kick in.
So what’s the culprit behind the increase? A surge in competition has turned these channels into crowded arenas where only the brands with the deepest pockets thrive. But it’s not all bad news.
YouTube, the ad world’s best-kept secret, may be able to help you counteract the rising price tag. Not only does it have the reach to rival traditional platforms, but it also offers incredible bang for your buck when it comes to building brand awareness.
Recently, our founder, Adam Ortman, sat down for a conversation about how to get the right kinds of clicks with Michael Maher of The Longer Game podcast. Have a listen to the podcast for more helpful musings, and keep reading to learn more about how YouTube can help your brand succeed amid rising ad costs.
The High Cost of CPC Advertising
There’s no sugar-coating it: advertising on platforms like Facebook and Google has turned into a financial endurance test. CPCs have risen dramatically over the last few years, driven by an oversaturation of advertisers jostling for attention. Smaller brands, e-commerce managers, or retail businesses with modest budgets are practically muscled out of the competition.
The result? Smaller returns on larger investments. If you’re trying to scale your brand efficiently, it may feel like climbing a greased wall.
Even more challenging, these platforms are making it harder to stand out. With shrinking organic reach and increasing reliance on paid ads to maintain visibility, it’s no wonder businesses are scrambling to look elsewhere for affordable ways to spark interest.
If this sounds familiar, don’t worry. There is another way.
Why YouTube Is the Ultimate Low-Cost Ad Platform
Unlike its pricier counterparts, YouTube delivers a world of opportunity for brands at a fraction of the cost. For starters, its sheer scale is unmatched.
With nearly 3 billion monthly active users, YouTube allows you to showcase your brand to literally any niche audience you can imagine. But what makes it really special is its flexibility. Whether your potential customers are foodies, travelers, fashionistas, or tech geeks, YouTube's targeting capabilities ensure your ads show up in front of the right people.
Here’s where it gets even better. YouTube TV, YouTube’s ad platform for television screens, gives your brand prime-time exposure on the biggest screen in a household. Imagine putting your message in front of your customers while they’re unwinding on the couch after a long day. It’s bold, it’s strategic, and it’s surprisingly cost-efficient.
Speaking of costs, here’s a jaw-dropping stat for you. Brands utilizing YouTube have achieved ad views that cost as little as pennies per view. For less than the price of a single stamp, you can get thousands of impressions that stick with your audience far longer than a generic sidebar ad on Facebook. Talk about value!
Using a “Full Funnel” Strategy to Drive Results
This is where the magic happens. To extract the most out of YouTube’s potential, you need to think beyond simple retargeting and clicks. It’s time to build a full-funnel strategy that doesn’t just generate brand awareness but also moves people steadily toward conversion.
The top of your funnel should focus on broad awareness campaigns. These are your YouTube ads designed to reach as many eyes as possible. The objective here isn’t direct ROI, but instead, about planting seeds of recognition in your audience’s minds. Think of this stage as building trust and intrigue.
Next up is the mid-funnel stage, where you re-engage those who’ve shown interest. Picture this as the middle of a Netflix trilogy. This is where things get personal. Perhaps your audience has watched one of your ads to completion or visited your website.
Now’s the time to bring them back with campaigns like non-branded search campaigns or Performance Max (PMax) campaigns. Here, tailored messaging and offers can lead to strong engagement.
Finally, the bottom funnel is geared toward turning curious browsers into buyers. This is where branded search and remarketing campaigns take center stage. Maybe they’ve gone back and forth over whether to buy from you. A well-timed YouTube ad showcasing a glowing review or a limited-time promo can be the gentle nudge they need.
Throughout all these stages, storytelling is key. You’re not just advertising a product, service, or deal. You're creating a cohesive narrative that stays with your audience whether they’re discovering your brand for the first time or adding their credit card details to complete a purchase.
Measuring Success at Every Stage
Many marketers make the fatal mistake of evaluating YouTube campaigns using an ROI-only lens. But the beauty of YouTube lies in its ability to drive long-term growth, not just instant gratification. That’s why you need to measure the right metrics at every stage.
At the top of the funnel, focus on metrics like full-view watch rates and growth in your remarketing audience. If your videos are being watched in their entirety, that’s a good sign your content is resonating. Don’t forget to track how many new users are entering your funnel.
For mid-funnel campaigns, conversions are king. How many people are progressing from initial engagement to exploring your offerings further? These interactions are vital stepping stones to securing those all-important end-of-funnel decisions.
At the bottom funnel, ROI naturally comes into play alongside sales-driven metrics. This includes branded search clicks and conversions from remarketing campaigns. The key here is to look at how all these efforts come together to move the needle on revenue, rather than over-focusing on isolated ad performance.
Overcoming Challenges and Driving Awareness Long-Term
Some marketers are hesitant to go all-in on awareness-based campaigns due to their perceived low attribution. There’s a concern that upper-funnel efforts won’t clearly reflect in sales metrics, which can make it tough to justify budgets.
However, long-term success requires balancing awareness with conversion campaigns. Think of your efforts like a strategic marathon, not a sprint. Building brand recognition while nurturing leads ensures you’re staying relevant in a competitive market.
Plus, diversifying with awareness campaigns can help future-proof your business. This is especially true as advertising platforms evolve. TikTok and Threads may be all the rage tomorrow, but YouTube’s enduring versatility means it’s unlikely to lose its relevance.
Adaptation is the secret sauce here. Start experimenting. Explore the new and the unknown. Stay one step ahead.
Expert Recommendations to Maximize YouTube Ad Campaigns
If you’re ready to bet on YouTube, here are a few tips to ensure your campaigns deliver results.
First, use audience insights to refine your targeting so you’re reaching the right mix of potential customers. Custom affinity audiences, defined by users’ interests and habits, will fine-tune your efforts. Don’t forget to lean on remarketing to strengthen mid-funnel campaigns.
Testing multiple ad creatives, formats, and durations will also give you a better understanding of what clicks with your audience.
And remember, consistency is your friend. Showing up repeatedly in viewers’ feeds builds familiarity, ingraining your brand in their memory.
The Takeaway
The advertising world is changing, and smart marketers are adapting with it. Leveraging YouTube for affordable, high-reach advertising isn’t just an option. For marketing professionals, retail business owners, and e-commerce managers looking for scalable solutions, it’s a necessity.
If you’re ready to unlock the full potential of YouTube for your brand, Kinetic319 is here to help. Our team of experts specializes in building full-funnel YouTube strategies that drive both awareness and sales. Visit us to book a consultation today and listen to our podcast feature for even more tips and strategies to elevate your ad campaigns.