Youtube Ads: The Right Platform to Get Many Leads

In line with the rapid development of the digital world in Indonesia, as seen from the increasing number of social media users every year, content consumption on social media is also increasing. This content consumption is facilitated by various content formats that can be loaded on social media platforms such as Facebook, Instagram, Twitter, and Youtube. For video content consumption, Youtube is crowned as the primary destination for Indonesian people to watch online videos compared to its competitors. With a massive database library and many content creators producing high-quality videos, Youtube continues to evolve to be enjoyed and become more attractive to consumers in Indonesia.

Currently, according to data released by datareportal.com, youtube.com is the second most visited website by Indonesian people after google.com with a monthly traffic of 651,300,00 and an average visit duration of 26 minutes.

With this background, Youtube has become one of the digital advertising platforms that help many businesses in the country to grow. Youtube is known as an excellent advertising platform for running product or brand awareness campaigns. Along with the development of digital business marketing, Youtube has developed its advertising features by releasing a new feature called TrueView for Action Form Ads, or better known as Leads Generation Ads.

With Youtube & Google's algorithm and audience targeting designed to run effective ads, the average cost per view (CPV) on Youtube is relatively cheap, around Rp120/view. Youtube or Google uses automation and machine learning to recognize signals from their platform users. For example, Youtube or Google can identify the type of audience looking for specific needs and likely to make a purchase soon. This type of audience is also known as In-Market Audience. In addition, Youtube or Google also uses other targeting concepts, such as Look-alike Audience and Infinity Audience, which also use signals from activities performed by Youtube or Google users or from predefined target audience activities.

In the TrueView for Action Form Ads feature, the audience only needs to fill in the built-in and pre-filled form without having to move to another page on the website. This certainly makes it easier for Youtube audiences who want to try the advertised product, as the user journey or steps that interested users need to take to try the product will be shorter and more efficient.

Before the audience fills in their data on the existing form, they can focus on the message in the Youtube video ad displayed as accurate and complete information. This way, they will not only know the message conveyed in the ad but also understand the next steps to take if they are interested in trying the product. This will generate quality audience prospects or leads so that the audience who register through the form in the Youtube ad truly understand what they are doing.

For example, a luxury car brand targeting the Indonesian market has experienced the benefits of Youtube TrueView for Action Form Ads. In less than three weeks, the Youtube ad campaign for the luxury car achieved the following results:

•    > 390,000 impressions
•    > 3.3 million views
•    9% conversion rate
•    > 40,000 verifiable leads
•    $0.1/lead, 50X lower than other digital campaigns.

These results show that advertising on YouTube can be more than just awareness ads and can even generate quality audience prospects, making them potential customers who are expected to purchase the advertised product.