The Dangers and Perils of Remarketing to YouTube Viewers

Google AdWords advertisers can now use YouTube video views and channel interactions as the basis for remarketing lists for search ads (RLSA) campaigns.

Here how it works. Say that you’re a makeup brand, for example, with a user following on YouTube, you can now stay on the journey with your customers when they search for “best lipstick gloss” on Google.com. Since advertiser know their prospects' intent and interests, it is possible to build a better and more relevant search ad experience.

The primary issue AdWords advertisers should be cautious of within this new capability resides in a shortcoming of the remarketing practice itself. Once a user views a video (or engages in any experience really) that answers their question or solves their problem, what is the likelihood they'll need the products and services again? In most cases, that need is slim. 

So why promote a product/service/offering to someone that has moved on from the buying journey? The point is this; while it may not be dangerous or put campaigns in peril, advertisers should still exercise caution when setting up campaign rules so as to ensure their impressions aren't wasted.