Let’s tackle these objections in turn, and I’ll provide you with some strategies to overcome them.<\/p>\n
Objection 1: You don’t have the budget<\/h2>\nYouTube video ads often come second to other types of digital advertising in priority, especially when budgets are limited. Many paid search managers max out on search campaigns before tackling video. In some limited cases, this is a sensible approach. <\/p>\n
However, I would say that this “search campaigns first, video campaigns later” stance is widely overused. I strongly encourage you to step out of your comfort zone and implement YouTube video ad campaigns in parallel with your search campaigns.<\/p>\n
When you do so, you may find that sales via your video campaigns aren’t as strong as your search campaigns – and that’s OK. You’re still seeding valuable brand awareness that will pay dividends down the road. <\/p>\n
You may also find that YouTube ads reach a different audience than your search ads, a valuable way of expanding your reach and future-proofing your marketing. <\/p>\n
You may also benefit from the “halo” effect of having concurrent search and YouTube ad campaigns. Time and time again, we’ve seen that having a well-rounded Google Ads program that includes YouTube ads delivers a nice lift across the board. <\/p>\n
Proof of this “the whole is more than the sum of its parts” phenomenon is most evident when YouTube and other “non-search” campaigns are removed from the mix. Often, we witness a degradation in net new traffic even when workhorse search campaigns are left in place.<\/p>\n
We’re hoping this degradation in net-new traffic won’t occur for one of our clients. For years, our client spent $3,500 in video advertising every month. Last July, they cut that spend to $1,000. <\/p>\n
Right now, we’re holding our breath (and monitoring closely) to see the impact of that budget cut and ascertain the degree of any degradation in traffic and conversions as a result. <\/p>\n
Already, we can see a downward trend in volume on their branded campaign:<\/p>\n
![\"Branded](\"\/\/www.w3.org\/2000\/svg'%20viewBox='0%200%201600%20480'%3E%3C\/svg%3E\")
![\"Branded](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Branded-campaign-downward-trend.png.webp\")
<\/figure>\nWe can also see a drop in volume for their flagship product: <\/p>\n
![\"Flagship](\"\/\/www.w3.org\/2000\/svg'%20viewBox='0%200%201600%20452'%3E%3C\/svg%3E\")
![\"Flagship](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Flagship-product-Drop-in-search-volume.png.webp\")
<\/figure>\nMarket trends are also at play here, but the main change was the decrease in the video campaign. We’re working closely with our client to identify relevant market and search trends before drawing firm conclusions. <\/p>\n
Dig deeper: 7 important YouTube Ads lessons you need to learn<\/a><\/em><\/strong><\/p>\n
<\/figure>\nWe can also see a drop in volume for their flagship product: <\/p>\n
<\/figure>\nMarket trends are also at play here, but the main change was the decrease in the video campaign. We’re working closely with our client to identify relevant market and search trends before drawing firm conclusions. <\/p>\n
Dig deeper: 7 important YouTube Ads lessons you need to learn<\/a><\/em><\/strong><\/p>\n