Maximizing results through the funnel is both an art and a science.

Marketers should be deeply familiar with the different combinations of ad formats, targeting tactics, and measurement solutions for each part of the funnel. In this quick guide, we break down some of our favorite tactics and best practices to help media planners maximize results throughout the funnel on YouTube.

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Best practices to maximize YouTube success

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Top YouTube ad formats, broken out by effectiveness across the funnel

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Important add-ons to YouTube campaigns to maximize impact

Every targeting tactic can deliver results at any point in the funnel, but generally speaking, audience/ behavioral targeting has been shown to perform better at driving lower funnel results.

YouTube Media Planning Quick Guide | 2021