YouTube content is meant to entertain. Google content must be entertaining to a degree, but it’s mostly to inform, educate and sell.
If an ad is super entertaining, people don’t even care it’s an ad. Two of YouTube’s top 10 videos of 2018 were ads. You better believe they sold a lot of products!
YouTube keyword research should be based on what a consumer wants to learn to DO. In this case – product reviews would carry more weight than any YouTube ad with a branded message. And it’s because they will teach the consumer how to buy the best telescope.
Audiences on YouTube want to watch and learn. You are far more likely to get through to your audience using content marketing as a storytelling tool.
The Canadian Telescope Store should have focused on combined ad strategy with content strategy – or using Google Ads in combination with YouTube content to close the sale with Ernest.
So Google is for awareness, while YouTube is really for trust-building, entertainment and closing the deal. If the Canadian Telescope Store had experts online reviewing products for Ernest, chances are – he would buy from them.