{"id":224963,"date":"2022-10-26T12:35:25","date_gmt":"2022-10-26T10:35:25","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=224963"},"modified":"2025-05-05T12:30:32","modified_gmt":"2025-05-05T10:30:32","slug":"campanas-video-black-friday-estrategias-y-creatividades-youtube","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/","title":{"rendered":"Black Friday video campaigns: YouTube strategies and creatives"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"224963\" class=\"elementor elementor-224963\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2f4ae3a5 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"2f4ae3a5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5fd6292e\" data-id=\"5fd6292e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1219b17 elementor-widget elementor-widget-text-editor\" data-id=\"1219b17\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Black Friday continues to maintain its position as <\/span><b>one of the most important seasonal events in our country.<\/b><span style=\"font-weight: 400;\"> as in the main European markets. Therefore, you need to have your Google Ads campaigns ready for this period.\u00a0<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#CREATIVIDADES_LOS_IMPRESCINDIBLES\" >CREATIVITIES: THE MUST-HAVES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#HERRAMIENTAS_DE_GOOGLE_ADS_PARA_NUESTRAS_CREATIVIDADES\" >GOOGLE ADS TOOLS FOR OUR CREATIVITIES<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#ANADIR_UNA_VOZ_EN_OFF_DESDE_LA_BIBLIOTECA_DE_RECURSOS\" >ADD A VOICE-OVER FROM THE RESOURCE LIBRARY<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#i\" >\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#RECORTA_UN_VIDEO_DESDE_LA_BIBLIOTECA_DE_RECURSOS\" >TRIM A VIDEO FROM THE RESOURCE LIBRARY<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#ESTRATEGIA_DE_YOUTUBE_PARA_TENER_EXITO_ESTE_BLACK_FRIDAY\" >YOUTUBE STRATEGY FOR SUCCESS THIS BLACK FRIDAY<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#ESTRATEGIA_EN_YOUTUBE_PRE_BLACK_FRIDAY\" >YOUTUBE STRATEGY PRE BLACK FRIDAY<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#ESTRATEGIA_EN_YOUTUBE_DURANTE_LA_SEMANA_DE_BLACK_FRIDAY\" >YOUTUBE STRATEGY DURING BLACK FRIDAY WEEK<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/bells-video-black-friday-strategies-and-youtube-creativities\/#YOUTUBE_SHORTS\" >YOUTUBE SHORTS<\/a><\/li><\/ul><\/nav><\/div>\n<p><span style=\"font-weight: 400;\">YouTube consumption is increasing annually and this year is no exception! In fact, this channel currently accumulates the highest share among the 18-44 year-old population, surpassing some of the major media groups. Beauty, fashion, home and electronics are some of the categories that experience the highest growth in views during peak seasons.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Therefore, in order to <\/span><b>creating a comprehensive strategy is becoming more and more<\/b> <b>important not to neglect video campaigns<\/b><span style=\"font-weight: 400;\"> In this post we will show you everything you need to achieve the greatest success in your campaigns! From tips for your creatives to the strategy to follow to succeed.<\/span><\/p><p><span style=\"font-weight: 400;\">Before you start, if you want to become a YouTube expert, you can complement these readings with previous posts by my SEM colleagues in which you will find more information on the <\/span><a href=\"https:\/\/www.geotelecom.es\/youtube-y-google-ads-2-0\/\"><span style=\"font-weight: 400;\">different types of campaigns<\/span><\/a><span style=\"font-weight: 400;\"> y <\/span><span style=\"font-weight: 400;\">good practices to be applied<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><h2><span class=\"ez-toc-section\" id=\"CREATIVIDADES_LOS_IMPRESCINDIBLES\"><\/span><b>CREATIVITIES: THE MUST-HAVES<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">What do we need before we start working on our Google Ads account for this type of campaign? The raw material, i.e. a video. What is the main problem we face on many occasions? We don't just need any video, but <\/span><b>we need \"the video\".<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">That video will become part of our brand image and will leave a mark in the consumer's mind. That footprint has to be positive, so our creativity has to be good.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">We often think that to be creative we need a stratospheric budget and, although this statement may be true, sometimes simple things can also work well.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The following are a series of <\/span><b>tips to ensure that your creativities do not go unnoticed<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Show your brand at the beginning of the video <\/b><span style=\"font-weight: 400;\">or along this one: it is important that whoever is watching us knows who we are.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Short and concise message<\/b><span style=\"font-weight: 400;\">It is always preferable to convey a few good messages rather than many bad ones to avoid possible confusion.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Boost your CTA (Call to action)<\/b><span style=\"font-weight: 400;\">Tell users exactly what they want you to do after viewing your ad.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Indicate your discount or offer in the first few seconds of the video<\/b><span style=\"font-weight: 400;\">Select the right message at the beginning of the video and place your product or service in the center. In the specific case of Black Friday, this is going to be one of the key points, as consumers are becoming more and more price sensitive.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Capture users' attention, surprise them!<\/b><span style=\"font-weight: 400;\">Create a dynamic montage, create an eye-catching message, take advantage of the beginning of the video, add an energetic voiceover, etc.<\/span><\/li><\/ul><h2><span class=\"ez-toc-section\" id=\"HERRAMIENTAS_DE_GOOGLE_ADS_PARA_NUESTRAS_CREATIVIDADES\"><\/span><b>GOOGLE ADS TOOLS FOR OUR CREATIVITIES<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">However, if we do not have a creative team or the possibility for the client to generate a video, we have an alternative! Since just a few months ago, all Google Ads accounts have been equipped with a new tool that we had already seen as a beta version in the past and that is finally available to everyone: <\/span><b>YouTube Video Builder<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Although the ideal would be to have a fully customized creativity and based on the objectives of our brand, it is a way to get out of the way if we have no other choice. Video Builder offers a series of templates for different formats, on which we can work. It offers the following options depending on the <\/span><i><span style=\"font-weight: 400;\">template<\/span><\/i><span style=\"font-weight: 400;\"> we use:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Modify the main and secondary color<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add logos and images\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Incorporate text<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Modify the font<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add royalty-free music from YouTube library<\/span><\/li><\/ul><p><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-224971\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/1.-Youtube-video-builder-OK-1.png\" alt=\"Youtube video builder \" width=\"733\" height=\"354\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/1.-Youtube-video-builder-OK-1.png 1650w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/1.-Youtube-video-builder-OK-1-300x145.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/1.-Youtube-video-builder-OK-1-1024x495.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/1.-Youtube-video-builder-OK-1-768x371.png 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/1.-Youtube-video-builder-OK-1-1536x742.png 1536w\" sizes=\"(max-width: 733px) 100vw, 733px\" \/><\/p><p><span style=\"font-weight: 400;\">Also, through the Google Ads resource library, we have two other options that can be very useful: <\/span><span style=\"font-weight: 400;\">Add a voice-over and trim a video.<\/span><\/p><h2><span class=\"ez-toc-section\" id=\"ANADIR_UNA_VOZ_EN_OFF_DESDE_LA_BIBLIOTECA_DE_RECURSOS\"><\/span><b>ADD A VOICE-OVER FROM THE RESOURCE LIBRARY<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">On the one hand, we can <\/span><b>add a voice-over to both videos uploaded to YouTube<\/b><span style=\"font-weight: 400;\"> (and that could have been performed on the client side), <\/span><b>as videos that we have created with the tool described in the previous point<\/b><span style=\"font-weight: 400;\">. As we said in the first part of the post, the video's voice-over is very important, since it is an incentive to pay attention.<\/span><\/p><p><span style=\"font-weight: 400;\">Likewise, from a <\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/future-of-marketing\/creativity\/youtube-video-ad-creative\/\"><span style=\"font-weight: 400;\">study prepared by Google<\/span><\/a><span style=\"font-weight: 400;\">it has been proven that <\/span><b>audio elements such as music, sound effects and voice-over contribute significantly to the best results.<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">To access this functionality, go to tools and settings &gt; shared library &gt; resource library &gt; + &gt; video &gt; add voice-over.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Once you get here and after adding your video, you can select the language for the voice, whether you prefer it to be more male or female, the volume, the start time, the speed and finally, the most important thing; the message.\u00a0<\/span><\/p><p><b> <img decoding=\"async\" class=\"wp-image-224969 aligncenter\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/2.-voz-en-off-2-1.png\" alt=\"\" width=\"758\" height=\"268\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/2.-voz-en-off-2-1.png 1874w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/2.-voz-en-off-2-1-300x106.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/2.-voz-en-off-2-1-1024x362.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/2.-voz-en-off-2-1-768x272.png 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/2.-voz-en-off-2-1-1536x543.png 1536w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/b><\/p><h2><span class=\"ez-toc-section\" id=\"i\"><\/span>\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2><h2><span class=\"ez-toc-section\" id=\"RECORTA_UN_VIDEO_DESDE_LA_BIBLIOTECA_DE_RECURSOS\"><\/span><b>TRIM A VIDEO FROM THE RESOURCE LIBRARY<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">The last option that the resource library gives us is to trim our videos. Why do we want to do this, you may ask, it's very simple! Depending on the type of ad we want to work with in our campaigns, it will have different duration requirements. In the case of bumper ads, their duration has to be a maximum of 6 seconds, so this functionality can be very useful in case we want to incorporate this format to our campaigns.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Ahead of Black Friday, it is essential to be able to count on this type of advertisements, since <\/span><b>these are short videos, which cannot be skipped and which condense the necessary information in a short period of time<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><h2><span class=\"ez-toc-section\" id=\"ESTRATEGIA_DE_YOUTUBE_PARA_TENER_EXITO_ESTE_BLACK_FRIDAY\"><\/span><b>YOUTUBE STRATEGY FOR SUCCESS THIS BLACK FRIDAY<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">Now that we know the key points to elaborate a creative, let's move on to the strategy to carry out in our campaigns, which is just as important as having a good video.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Depending on the budget, the possibilities we have and the vertical we are targeting, there will be a more appropriate strategy to achieve our objectives. However, there are thousands of contexts and types of situations, <\/span><b>we will propose a generic strategy, which you can apply with the appropriate changes to your accounts.<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Likewise,<\/span><b> taking into account the increase in CPCs<\/b><span style=\"font-weight: 400;\"> that we have been experiencing for some time now and the high costs that we currently have, we believe that the best thing to do is to focus on actions and generating conversions, which is why we will<\/span><b> the strategy we propose is focused mainly on achieving sales<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">In this sense, we are going to differentiate the strategy in two parts so that we have a differentiated approach the weeks before black friday from the black friday week itself.\u00a0\u00a0<\/span><\/p><h2><span class=\"ez-toc-section\" id=\"ESTRATEGIA_EN_YOUTUBE_PRE_BLACK_FRIDAY\"><\/span><b>YOUTUBE STRATEGY PRE BLACK FRIDAY<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">During the first weeks of November, our main purpose will be to create branding, generate expectation and make some \"noise\". This is the time to launch videos with generic messages, very branding to create image. Therefore, this will be the time to use videos that can be longer.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">That said, the most appropriate YouTube campaign objective would be the following: \"Coverage and brand awareness\" to reach a large number of users and increase awareness. The type of campaign, which we will select, will be \"video\" and the sub-type of campaign we will choose will be \"video coverage campaign\". Once we have selected this section, <\/span><b>the format type to be selected is \"in-stream non-skippable\".<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This type of advertisement has a <\/span><b>maximum duration of 15 seconds and the entire ad is shown without the possibility of being skipped.<\/b><span style=\"font-weight: 400;\">which is more than ideal so that users can see the entire ad. As this is a brand awareness objective, the bidding strategy is CPM target, so we will pay per impressions.\u00a0<\/span><\/p><p><img decoding=\"async\" class=\"aligncenter wp-image-224967\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/3.-campana-pre-black-friday-cobertura-y-notoriedad-1.png\" alt=\"\" width=\"606\" height=\"412\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/3.-campana-pre-black-friday-cobertura-y-notoriedad-1.png 1132w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/3.-campana-pre-black-friday-cobertura-y-notoriedad-1-300x204.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/3.-campana-pre-black-friday-cobertura-y-notoriedad-1-1024x696.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2022\/10\/3.-campana-pre-black-friday-cobertura-y-notoriedad-1-768x522.png 768w\" sizes=\"(max-width: 606px) 100vw, 606px\" \/><\/p><p><span style=\"font-weight: 400;\">A good practice to take into consideration when setting up the campaign is to limit the frequency of ad impressions to avoid saturating the user.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">On the other hand, with respect to the audiences we will target, we recommend creating a group of ads for each \"type\" of audience we add so that they can be grouped and we can, a posteriori and according to their performance, modify the CPM of each group based on their performance. Therefore, here are some ideas about possible audiences:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Audiences similar to our database<\/b><span style=\"font-weight: 400;\"> or to our database of buyers for the month of November of the previous year or other strong seasonalities. We will be able to choose one option or the other depending on whether we have a large or small database, since we need a minimum of 1,000 Googlelisted users in these lists. It is also a good time to carry out campaigns to feed our database.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Like-minded audiences<\/b><span style=\"font-weight: 400;\">We will select those that make the most sense based on our vertical. For example: if we have a clothing and accessories ecommerce, we can select audiences who are fashion lovers.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Audiences in the market or with purchase intention<\/b><span style=\"font-weight: 400;\">As in the previous point, we will choose audiences that are currently actively searching for our products and have the intention to buy based on our vertical.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Customized hearings<\/b><span style=\"font-weight: 400;\">Once we have identified our competitors, we can create, from the audience manager, our own proposal with users who have visited our competitors' pages, adding their URLs.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Channel segmentation<\/b><span style=\"font-weight: 400;\">Another option is to target specific YouTube channels where we know that our ad can work because of the type of content they publish or their target.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Once we have our campaign perfectly configured, the only thing left to do is to optimize it as we see data and, once Black Friday week begins, pause it and continue with the second part of the strategy.\u00a0<\/span><\/p><h2><span class=\"ez-toc-section\" id=\"ESTRATEGIA_EN_YOUTUBE_DURANTE_LA_SEMANA_DE_BLACK_FRIDAY\"><\/span><b>YOUTUBE STRATEGY DURING BLACK FRIDAY WEEK<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">With the start of Black Friday week (November 21), we will be launching our second phase of our YouTube strategy.<\/span><\/p><p><span style=\"font-weight: 400;\">Since we have generated brand image in the previous weeks, it is time to remind our users. This week we will send shorter, more dynamic and, above all, more effective messages, <\/span><b>we will let you know that we are doing black friday and our best discounts or promotions.<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Likewise, the type of ads we will create for these dates will be much shorter and with concise messages. To this end, <\/span><b>we can use the following type of video format: non-skippable in-stream ads<\/b><span style=\"font-weight: 400;\"> (they can be skipped after 5 seconds, so at the beginning of the ad we will transmit the most important part), <\/span><b>bumpers ads<\/b><span style=\"font-weight: 400;\"> (total duration of the video 6 seconds) <\/span><b>or shorts<\/b><span style=\"font-weight: 400;\"> (about which we will dedicate a complete section later since they are YouTube's most recent novelty).\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For announcements of <\/span><b>bumper format<\/b><span style=\"font-weight: 400;\">In this case, we will be able to use the campaign objective of coverage and brand awareness and for the <\/span><b>non-skippable in-stream ads<\/b><span style=\"font-weight: 400;\">In this case, we will use the sales campaign objective. These two ad formats, as we mentioned in the previous paragraphs, are mainly focused on boosting sales. A good practice for this type of ad is to activate in the campaign configuration the option to \"use the Merchant Center feed\", so that our products appear below the ad with the link to our web page.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In this second part, <\/span><b>we will focus primarily on remarketing audiences.<\/b><span style=\"font-weight: 400;\"> that we have created in Analytics (to be able to impact users from all channels), so the type of audiences we suggest for this phase are the following:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audiences of our database<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audiences with recurring users who frequently visit our website.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audiences of all users of our website<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audiences of abandoned carts: we can try to impact on more or less short lists, since it is likely that in the days before Black Friday, many users have saved products in their cart as \"favorites\".\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">As in the previous point, we will review the performance of the campaigns on a daily basis to make adjustments accordingly.<\/span><\/p><p><span style=\"font-weight: 400;\">We also believe that this is a good time to remember that <\/span><b>we can also upload our videos to Display and Performance Max campaigns.<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><h2><span class=\"ez-toc-section\" id=\"YOUTUBE_SHORTS\"><\/span><b>YOUTUBE SHORTS<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">Finally, we bring you the <\/span><b>YouTube's latest news: The Shorts<\/b><span style=\"font-weight: 400;\">. Until relatively recently, on YouTube, the format we were used to was horizontal and even medium\/long videos. However, with the rise of Tik Tok and, later, of reels (its equivalent on Instagram), we are becoming more and more accustomed to the vertical format and, mainly, to short videos. YouTube has been the latest to jump on the bandwagon to this format. These deserve a mention in this post, since they can be interesting to use during the week of Black Friday due to their dynamism and easy consumption thanks to their short duration.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">YouTube Shorts are an experience mainly intended for mobile devices, in vertical and full-screen format and lasting 60 seconds or less. They are built mainly to generate engagement on the app of this social network.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In order to advertise in this new space, there are two types of YouTube campaigns that we can create: <\/span><b>app campaigns and YouTube action campaigns (skippable in-stream or in-feed format)<\/b><span style=\"font-weight: 400;\">. They are also currently starting to be tested in discovery, but have not yet been launched.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Finally, we add some of the following <\/span><b><i>tips<\/i><\/b><b> for YouTube Shorts ads<\/b><span style=\"font-weight: 400;\">:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Replicates the type of content that is made organically.<\/b><span style=\"font-weight: 400;\"> to avoid generating rejection among users by making it too obvious that it is an advertisement. Ideally, it should invite continued viewing.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Captures the user's attention at the beginning<\/b><span style=\"font-weight: 400;\">with unique editing, using popular audio, or employing eye-catching visuals<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The <\/span><b>message must be clear and concise<\/b><span style=\"font-weight: 400;\">. Also, add titles, descriptions and hashtags.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to <\/span><b>your video to be a loop (<\/b><b><i>Loop<\/i><\/b><b>)<\/b><span style=\"font-weight: 400;\">The video starts and ends in the same way, so that users can watch it several times without almost noticing it.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>Join the trends<\/b><span style=\"font-weight: 400;\">to increase your chances of being seen and discovered (so apply this to your organic content in shorts as well), join the <\/span><i><span style=\"font-weight: 400;\">trends<\/span><\/i><span style=\"font-weight: 400;\"> of the moment.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Now that with all this information you've got almost a master's degree, it's time to apply it along with the rest of the Black Friday strategies and start reaping the rewards!\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Black Friday continues to remain one of the most important seasonal events both in our country and in the main European markets. Therefore, you need to have your Google Ads campaigns ready for this period.  YouTube consumption increases annually and this year is no exception! In fact, this channel currently accumulates the highest share among the 18-44 year old population, surpassing some of the main communication groups. Beauty, fashion, home and electronics are some of the categories that experience the highest growth in views during peak seasons.  Therefore, in order to create a complete strategy it is increasingly important not to neglect video campaigns and, above all, to make good use of them. In this post we will show you everything you need to achieve the greatest success in your campaigns! From tips for your creatives to the strategy to follow to succeed. Before you start, if you want to become a YouTube expert, you can complement these readings with previous posts made by my SEM colleagues where you will find more information about the different types of campaigns and good practices to apply.  CREATIVITIES: THE ESSENTIALS What do we need before getting to work on our Google Ads account for this type of campaign? The raw material, that is, a video. What is the main problem we face on many occasions? We don't just need any video, we need \"the video\".  That video will become part of our brand image and will leave a mark in the consumer's mind. That footprint has to be positive, so our creativity has to be good.  Many times, we think that to have a good creativity we need to have a stratospheric budget and, although many times this statement may be true, sometimes simple things can also work well.  Here are some tips to make sure your creative doesn't go unnoticed. Show your brand at the beginning of the video or throughout it: it is important that whoever is watching us knows who we are.  Brief and concise message: it is always preferable to transmit few messages well, rather than many bad ones to avoid possible confusion. Enhance your CTA (Call to action): tell users exactly what they want you to do after viewing your ad. Indicate your discount or offer in the first seconds of the video: correctly select the message at the beginning of the video and place your product or service in the center. In the specific case of Black Friday, this will be one of the key points, since consumers are increasingly price-sensitive. Capture the attention of users, surprise them: create a dynamic montage, create an eye-catching message, take advantage of the beginning of the video, add an energetic voiceover, etc. GOOGLE ADS TOOLS FOR OUR CREATIVITIES However, if we do not have a creative team or the possibility for the client to generate a video, we have an alternative! Since just a few months ago, all Google Ads accounts have been equipped with a new tool that we had already seen as a beta version in the past and that is finally available to everyone: YouTube Video Builder.  Although the ideal would be to have a fully customized creative based on the objectives of our brand, it is a way to get out of the way if we have no other choice. Video Builder offers a series of templates for different formats, on which we can work. It offers us the following options depending on the template we use: Modify the main and secondary color Add logos and images Incorporate text Modify the font font Add royalty-free music from the YouTube library Also, through the library of Google Ads resources, we have two other options that can be very useful: Add a voice-over and trim a video. ADDING A VOICE-OVER FROM THE RESOURCE LIBRARY On the one hand, we can add a voice-over to videos that are uploaded to YouTube (and that have been made on the client side), as well as videos that we have created ourselves with the tool described in the previous point. As we said in the first part of the post, the video's voice-over is very important, since it encourages attention. Also, from a study conducted by Google, it has been proven that audio elements such as music, sound effects and voice-over, contribute significantly to obtaining the best results. To access this functionality, go to tools and settings &gt; shared library &gt; resource library &gt; + &gt; video &gt; add voice-over.  Once you get here and after adding your video, you will be able to select the language for the voice, whether you prefer it to be more male or female, the volume, the start time, the speed and finally, most importantly, the message.    CUT A VIDEO FROM THE RESOURCE LIBRARY The last option that the resource library gives us is to cut our videos. Why do we want to do this, you may ask. Very simple! Depending on the type of ad we want to work with in our campaigns, it will have different length requirements. In the case of bumper ads, their duration must be a maximum of 6 seconds, so this feature can be very useful in case we want to incorporate this format to our campaigns.  For Black Friday, being able to count on this type of ads is essential, since they are short videos that cannot be skipped and that condense the necessary information in a short time.  YOUTUBE STRATEGY FOR SUCCESS THIS BLACK FRIDAY Now that we know the key points to elaborate a creative, let's move on to the strategy to carry out in our campaigns, which is just as important<\/p>","protected":false},"author":42,"featured_media":224965,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[26,22,60],"tags":[258,234,256],"class_list":["post-224963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","category-marketing-online","category-youtube-google-adwords","tag-black-friday","tag-google-ads","tag-youtube"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224963","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=224963"}],"version-history":[{"count":4,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224963\/revisions"}],"predecessor-version":[{"id":232525,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/224963\/revisions\/232525"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/224965"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=224963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=224963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=224963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}