YouTube Ads: An Incredibly Effective Advertising Channel
With a multitude of platforms available in the market, you must be in a dilemma to decide where to advertise your video content. Not to worry here’s the solution to it, YouTube ads.
But you will only believe when you get substantial evidence, so here it is.
- Over 1 billion unique visitors visit YouTube every month.
- More than 6 billion hours of video are watched each month on YouTube.
- And it is the second most searched search engine after Google.
Isn’t that enough to prove the power of this video channel? But it’s only a potential for advertisers unless you utilize this channel of video marketing to your marketing mix.
If you are one who is looking to rope in the new source of fans, leads, and revenue, using YouTube ads could be your trump card.
Since YouTube is exceptionally engaging, utterly simple, and one with tremendous opportunity, it’s to start using YouTube for promoting your brand.
The hype for YouTube video marketing didn’t happen until a few years back. But soon it became the favorite of advertisers and picked up the pace of the fastest growing span of digital marketing.
Ok, then in this article, I would be telling you about the different types of YouTube ads and the importance of each of its types.
So that when you start a YouTube advertising campaign it just becomes a cake walk for you. First, let’s take a glance at what is a YouTube video campaign.
YouTube video campaign
A YouTube video campaign is about weaving a plan to provide relevant, valuable content and promoting it on YouTube to reach the target audience.
You need to match your content to the needs and desires of your audience so that you educate them and become memorable.
Thus your online brand presence is built, making your business more visible. And one of the most critical aspects of YouTube ads is that it helps attract new visitors and turn them into qualified leads.
Some essential pre-requisites to set up a YouTube video campaign are having a YouTube channel and a Google Adwords account.
However, before you start creating your YouTube ads, you should be able to answer the following and organize your YouTube campaign strategy.
1. Business objective
First and foremost, determine the goals for your YouTube video campaign efforts.
- Attract new visitors
- Generate more leads
- Develop an expert reputation
- Build brand awareness
It’s only after knowing what you want to achieve; you can align the YouTube video ads with those goals so that it delivers actionable results.
Let us now move further and talk about how to create a YouTube video campaign.
2. Choose from the best YouTube ads format
Now let’s see the different YouTube ads formats, only for you to have complete knowledge of all the video advertising options that YouTube offers. But not to forget before you advertise the ad you need to upload that video to YouTube.
Skippable ads –
In the YouTube skippable ads, the video can be between the range of 12 secs to 30 secs up to 6 mins. Users can anyway skip the video after 5 secs and when they click on the ad, it will take them to the ad Website or Landing Page.
In these ads, the user must and should watch the video and the maximum length should be 15 secs. These ads are also called as standard ads.
And there are 3 types of ad formats.
1. TrueView Ads-
TrueView ads do not have any constrictions in duration; thus you can try out short as well as longer duration ads. You will only be charged when viewers watch or interact with elements of your video.
Within TrueView Ads there come two subsections of ads, In-Stream Ads and Discovery Ads.
a. In-Stream Video Ads-
These ads are relatively cheap, meaning if you get 1,000 views, you would only be charged per view, and there will be no upper time limit.
But these ads can be skipped by the viewers after 5 seconds, which means you need to capture their attention right at the outset.
Hence don’t forget to add your logo and business name in the first seconds so that even if they skip it, you still can market your business.
Furthermore, the choice between skippable and non-skippable ads is yours.
Brands use In-Stream ads to generate brand awareness, which means they are great for building trust as users associate this kind of ad space with reputable brands.
You can also opt for including call-to-actions that you can personalize to fit your message.
b. In-Display Video Ads-
These ads are promoted next to YouTube videos, but the video does not play automatically.
For In-Display ads, a view gets registered as soon as a viewer clicks to watch the video. Google only charges your AdWords account when people click on the thumbnail of the video and start to watch it.
2. Pre-Roll Ads-
YouTube pre-roll ads are non-skippable and pay per click, just like In-stream ads. Pre-Roll ads, play before a video and can be up to 20 seconds long, usually around 15.
Also, given the pay per click pricing, 15-second videos are typically less expensive per click than TrueView in-stream ads leading to more cost-effective campaigns.
While YouTube TrueView ads are best for branding and video views, Pre-Roll ads are ideal for sales campaigns from album sales to ticketing to get quick loans.
3. Bumper Ads-
YouTube bumper ads are non-skippable 6 seconds long ads and play before YouTube content. As it has such a small duration, it is only meant for promoting your brand.
Hence make it concise and straightforward. They are pay per view ads just like TrueView ads but are cheaper than them. Like TrueView ads, bumpers can include a click-through option but are optimized and most effective for views.
You can make use of these ads as a follow-up option, targeting the viewers who have already watched your video.
4. Overlay Ads-
These YouTube ads are shown on the bottom of the YouTube video. Viewers can dismiss this ad from being displayed if they want.
They are more like banner advertisements and can be in either text or video format. Even though these ads don’t interrupt when a user is watching a video, the banners cover much part of the video screen.
To know about the number of views of your YouTube ads, the number of clicks and every other detailed information can be observed in your Google AdWords dashboard.
3. Target audience
The most vital players in your YouTube video ads campaign’s success is the audience.
Hence, before you proceed to build your list of the target audience, go through all your existing research.
Have a look through the surveys or polls you had conducted, and focus on the top of the funnel customers and build a data-based profile on them.
Include demographics like age, gender. This demographics data will give you a clear understanding for you to narrow down potential audience accordingly.
Once you’ve narrowed down your target audience, get specific with interest targeting. Our digital habits drive decisions, so utilize that customer data wisely. Also, target by language settings of their browsers.
4. Keyword research
Select where you want your YouTube ads to show up based on keywords, the topic which is related to your video.
Go for using Google Keyword Planner Tool; it is a tool where you will find relevant terms according to your niche. Go for specific keywords and more importantly longer keywords.
5. Thumbnail image
I am mentioning this point at the end, but last but not least, this is one of the significant factors for the growth of your brand.
That’s because YouTube thumbnails are often the most significant influencing factor for whether the viewer will click through to your video or not.
It is the image that first comes when the video starts.
Hence you should choose such thumbnail image for your YouTube ads that perfectly align with the content of your YouTube advertising.
6. Advanced settings
You should be considering how much amount you have planned to spend and how long you want to run your ad, to start your advertising.
You get a fair estimate of your ad reach, so you can compare different spendings and the results they can potentially create.
Select what days/time of the day you want your ads to show, this is important if you are advertising for a limited time offer or sale.
However, as you know, there can be no magic formula for a successful YouTube video campaign.
I am stating some tried and tested tactics that have worked for businesses in the past.
Implement these best practices should result in improved ad performances across the board.
1. Utilize Remarketing
Once you get to know who of your customers did not return to your website, even after making a purchase, re-market your video ad to them on YouTube.
These video ads will help you ignite the relationship again.
These people who are already familiar with your brand and products and have previously visited your website are more likely to re-engage with your ads than those who haven’t come across your YouTube content.
Reminding them of your business through re-marketing will serve as a push that they need to go to your site and make a purchase.
Take help from an idea like this,
Source: JDM Web Technologies
2. Always look for ways to optimize performance.
Each one of us understands that it takes a lot of iteration to create a perfect advertising campaign. Hence, you should re-evaluate your efforts, if you are noticing that your campaigns are not performing that good as you had expected.
Go on to add interactive pieces of information, like a compelling call to action, test multiple audiences or targeting parameters; this will help you figure out what drives the most engagement.
Make a competitor analysis, consider A/B testing various ad formats as well.
You can also try out to name the video with a unique tagline, that makes it catchy and users feel the urge of viewing it.
Share the video in all the social media accounts of your brand.
Measure the impact of your YouTube ads through analytic services. Few simple optimization tweaks like these would help you get conversions almost instantly.
If we go to state the advantages of YouTube advertising campaign for your business, there are many, listed below are a few.
- It is cost effective. This is very important for all small online businesses as they strive to reduce marketing costs while at the same time increasing sales.
- YouTube ads give your business a global presence; it builds brand awareness.
- Creating a good YouTube video campaign gives marketers an affordable alternative to television ads.
Things to remember
What makes YouTube advertising different from other marketing strategies is that it demands creativity and uniqueness. Mark all your YouTube ads links to all your social profiles for better outreach.
And remember, results will not come out in the blink of an eye; you’ll need to work hard to achieve it, also it requires time and patience.
Hopefully, now you have realized how much useful a YouTube video campaign can prove for your business.
If you are one of those marketers who has not yet created a YouTube campaign, go and give it a shot. And if you have started share some insights about your experience with the YouTube video campaign process.