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Here's What You Need to Know About Youtube AdvertisingAdmin 03-05-2021
When it comes to advertising, many businesses have chosen to invest more in online digital advertising compared to traditional channels. Digital marketing and advertising are cheaper than other forms of promoting your business.
Many platforms on the internet allow brands to advertise their products to their target audience. However, few have a reach as far and wide as Youtube Advertising.
In one of our previous blogs, we have discussed how Youtube can be used for digital marketing as an online video sharing and streaming platform. If you are interested in that, be sure to check it out.
Advertising on Youtube is as easy as PPC advertising using Google Ads. This is because Youtube ads are also managed using the same Google Ads interface. The popularity of the video streaming platform makes it a perfect stage for your video ads to reach your target customers.
In today’s blog, let’s see how you can create a successful Youtube advertising campaign and all the other things that you need to know about it.
How to set up a Youtube Ad campaign?
As mentioned earlier, you need Google Ads to create a Youtube campaign. Link your Youtube account (on which you want to run ads) with the Google Ads account. On the platform, choose Video from the campaign type in the new campaign.
Once you click on it, you will see a list of pre-determined campaign goals, select one of them. The predetermined goals include:
2. Lead generation
3. Website traffic increase
4.Product and brand consideration
5. Brand awareness and reach
6. App Promotion
Or you can move on to create a campaign that addresses your unique goal. After you enter the details of your ad campaign like the start and end dates and budget, you can move to the next step.
That is, creating a video ad campaign.
Google allows you to choose whether you want to run an ad with an already uploaded video or you want to upload a new video on Youtube.
Benefits of running Youtube Ads
The most engaging content format on the internet is videos. Users click on the video ads more than any other format. That is what makes Youtube advertising much more effective.
Youtube is a visual platform with all its users visiting platforms to view and upload videos. That being said, Youtube ads are cost-effective and super targeted. With Youtube ads, you can target users based on their search history.
So, for example, if you are an Italian restaurant then you can specifically target those people who are actively searching for Italian food or restaurants.
Other than this, Youtube also offers other ways to target your audience based on demographics, interests, and retargeting. Because of this, your ads reach the audiences who are interested in your product.
All you need to do is make sure that the targeting is done correctly for the amazing video ad you have created.
It also offers comprehensive analytics that helps you to simplify measuring your ad campaign results. So, once your ad campaign goes live, you can keep track of how the ads are performing. And if you want you can make changes to it to make it more effective.
Another advantage of advertising on Youtube is that these ads are also played on the Google Display Network.
Types of Youtube Ads
Youtube offers six types of ad formats to help businesses reach their audience across the world. Depending on your goal, you may choose the ad type to promote your business.
1. Skippable in-stream ads
These are TrueView ads that appear when the user is watching the video. You will find these ads either before the main video starts, in the middle, or at the end of the video.
The skippable ad can be anywhere from 30 seconds to a 6-minute long video. However, users have an option to skip the ad after five seconds. Hence, you need to ensure that you pack value in the first 5 seconds.
Jump right to the point without any prologue and capture your audience with stunning visuals and capturing storytelling. Only then you can compel your audience to keep watching the ad without skipping it.
Skippable ads are not charged if the user does not watch them for at least 30 seconds. They are also charged if they get any click-through.
2. Non-skippable ads
Non-skippable ads are usually 15-30 seconds long and cannot be skipped. Even so, this does not mean that you should take your time to get to the point. Tell the audience what this ad is about in the first few seconds and make sure they get to know the benefit of watching your ad.
Similar to skippable ads, these ads are played at the beginning, in the middle, or at the end of the main video.
Non-skippable ads are charged per thousand impressions (CPM). So make sure that your ad is super engaging and capturing.
3. Bumper ads
Bumper ads are also non-skippable ads but only up to 6 seconds long. These ads appear at the beginning of the main video. Users do not get an option to skip the ad so they have to watch it to watch the main video.
Hence, pack your 6-second video with value and a powerful call-to-action to grab the audience’s attention and compel them to click.
Bumper ads are also charged per thousand impressions (CPM).
4. Discovery ads
The discovery ads are also called in-display ads. They appear at the top of the search results on Youtube. They also appear on the sidebar (or below the video player in mobile devices) as video suggestions. An “Ad” tag separates these adverts from other organic video suggestions.
The ad can be viewed only when the user clicks on it. So, focus on creating an attractive thumbnail and engaging video title.
The discovery ads are only charged when the user clicks on them.
5. Overlay ads
Overlay ads are ads that appear on top of the video while it is playing. These ads take up around 20% of the screen and can be closed if the user wants.
The dimensions for overlay ads are 468x60 or 728x90 pixels (width x height). So, it offers just enough space to help you get your message across. These small banner-like ads are non-intrusive because of their size.
6. Masthead Ads
Masthead ads are different from the other ads as they appear on the top of the Youtube homepage and are the premium Youtube ads.
Unlike other types, the masthead ads are very broadly targeted. You will need to contact the Google sales representative to reserve the spot. If you want to know how your masthead ad would look like on different devices, Youtube provides a masthead preview tool.
In the most recent update, Google revealed that the masthead ads will be charged on a cost per thousand impressions (CPM) basis. However, the charges will differ from other ad formats.
If you are a brand that has a larger target audience (for example a cosmetic brand) or want to increase your brand exposure to a much larger group of people, you may want to consider buying masthead ad space.
Why is Youtube good for advertising?
Here is why Youtube is good for advertising:
1. Youtube is a platform with over 2 billion monthly users across the world.
2. It leverages the most popular content format - videos.
3. It offers many options to place your video ads on the platform.
4. Youtube ads are significantly cheaper than Google search engine ads.
5. And it offers super sharp targeting options along with measurable analytics.
What do you need to advertise on Youtube?
Youtube ads are a part of Google Ads. So to create and run Youtube ads, you need to have a Google Ads account and you need to link your Youtube account to your Google Ads.
Is paying for Youtube ads worth it?
Yes, it certainly is. As we have discussed in this blog, Youtube offers many benefits to the brands and businesses that advertise on Youtube. Some of its many benefits are its accurate targeting and wide reach.
Youtube advertising has a vast potential to help you grow your business through videos. Youtube ads can be easy to set up and manage thanks to the Google Ads console.
However, if you are new to Youtube advertising, we will recommend you to get the help of digital marketing experts. They will help you to set up a highly converting campaign that achieves your marketing and advertising goals faster.
The online marketing professionals will not only assist you with the creatives and the process of setting up an ad campaign but also keep a track of its performance to make sure that it brings desired results.
What are your thoughts on Youtube advertising? Share them with us in the comments below and be sure to share the blog with someone who may find it helpful. If you want more information regarding different aspects of digital marketing head over to our blog.