YouTube keywords and Google keywords – what exactly makes them different?
YouTube vs. Google: Not the Same Thing
He types into Google, “good amateur telescopes” and “best telescopes.”
For a telescope seller like the Canadian Telescope Store, these are keywords that they have chosen to use in their Google Ads. Predictably, their ad pops-up in the search results for Ernest.
The same Canadian Telescope Store has also made a brand video on Youtube, promoted using the same keywords from Google.
Ernest now has a nice list of models that have been highly recommended on Google by credible sites and experts. He nips over to YouTube to get to the heart of which model to buy.
After all, 80% of internet traffic ends up using video search.
Does he use the same keywords? No!
#1: Google & Youtube Keywords Have Different Functions
- Google’s function is to help you find what you’re looking for
- YouTube’s function is to show you something that educates or entertains you
The algorithms on each platform are different. This changes the keywords that should be used on each platform.
Ernest uses Google to find the right products, but he uses YouTube to find videos to narrow down his choices. Video teaches more than search does, that’s why it’s more specific.
#2: Google & Youtube Keywords Motivate Different Intent
The best Youtube keywords will be based on Ernest’s search intent. He now knows what to investigate, and so his intention is to gain a decent context on specific telescopes to make an informed decision about what to buy.
He does this using much narrower, much longer keyword terms, or perhaps he navigates to a known channel to hear from a trusted expert in the field.
#3: Google & Youtube Keywords Attract Different Audiences
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.
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