SETTING ACHIEVABLE OBJECTIVES
Module 4 Of The FREE “How To Advertise On YouTube” Course
As I mentioned earlier, there are many different types of ads you can run on YouTube. There are probably 9 different ads, but it changes all the time. So why are there so many?
Each type of advertisement serves a different purpose, and each comes at a different cost.
Our advertising theory is that there are essentially three major components to advertising:
- Brand awareness – when you are trying to get name recognition or trying to get your audience to notice you
- Brand affinity – when you are trying to get your audience to think positively towards you
- Persuasion – when you are trying to influence a decision (a vote, a purchase, a donation, etc)
You may have heard the “know, like and trust” mantra. This is the same kind of theory, where you lead your audience through a process.
But there is a secret ingredient.
A Call to Action
You might have made consumers aware of your brand and created a positive aura around it but if you do not have a call to action, you are not instructing the consumer to ‘take action’.
Failing to include a call to action can significantly reduce your chances of fulfilling your goals.