We are all guilty of opening up TikTok or Instagram with the intention of spending a few minutes checking out the latest content in our feed, only to have hours fly by as we wonder how we got down the rabbit hole of engaging videos and missed our normal bedtime. Part of that reason is due to advertisers. Most video ads are created so well they are seamless in our viewing experience, and social media platforms have continued to make video content a priority.
Just like pages, videos can rank in search results. By optimizing your videos like you optimize your pages, your content will have a good foundation to rank in both Google and YouTube. Where Google use metadata to understand information about your pages, YouTube uses titles, descriptions, and tags, along with video content to match content to the searcher’s query.
Customer journeys today are more complex than ever. There has been an overwhelming increase in online shopping due to COVID-19 and there seems to be an increasing number of devices in which you can purchase. Not to mention, there’s the challenge of bridging online research to offline purchase, which is happening more than ever. While there’s no clear-cut way of measuring all of this, attribution modeling sure does help give you a better understanding of how different ads contribute to the end purchase.