By this year, online video is expected to be the principal source of web content having 82.5% of the entire web traffic. That’s a large number, mind you. If you are not living under the rock, there isn’t another OG platform like YouTube when it comes to sharing your informative or entertaining videos.
Also, since we are living in the moment, what can you expect from YouTube? Well, not much, except that the number of YouTube viewers is forecasted to reach a staggering 210 million in the United States alone.
As a marketer, it’s only obvious that you would want to leverage this intensive video platform to enable your adverts to get the maximum reach. But, as it happens, YouTube isn’t just about posting a random advert and then going on with your life. There’s a lot that happens behind the scenes. If you are not familiar with it, then fret not. This article will walk you through the entire YT intricacies.
YouTube advertising is simply another way to advertise your video content. You just do it on YouTube and this is basically processed through Google Ads. Your advert could be placed before another video that users may choose to watch or it could also show up on search results for the viewers to watch it in its entirety.
As a matter of fact, there are couple more kinds of adverts you should know about. They are even precise and categorized. They are as follows:
Alright, to be fair, this is the kind of ad that may get on your user’s nerves if not done right. You may be able to guess this as well. That’s right. The ads that you can skip after 5 seconds. But in other words, this is the type of ad that lets you have options. See, it’s not all that bad. Imagine, having to endure 10 seconds of an advert before getting to watch the video you looked up. So, if you can get your user’s attention in 5 seconds, you are in for a treat!
Non-skippable ads play just before, in between, or right after the video you mainly intended to watch. Non-skippable ads last between 15 to 20 seconds, and nope, users won’t have the option to skip them. That’s like force-feeding every detail about your product to your users but oh well, at least, they would know that your business is up and running.
The briefest YouTube video ad you can make use of! Each non-skippable bumper lasts only 6 seconds and within this time, you need to tell your compelling story to catch your viewer’s attention. ‘Cause, mind you, they are on YouTube to watch whatever video they want to but you get a spot of 6 seconds to make an impression. That’s not too bad, right?
Video discovery YouTube ads show up on the YouTube homepage, search results pages, and as related videos on YouTube video watch pages. Once a user clicks on the ad, the destination video page features a spot on the right-hand column where a companion banner display ad will appear.
These are the ads that appear right at the top of your user’s YouTube homepage, the overhead of their search results pages, or simply as related videos on their YouTube video watch pages. If they decide to click on one such video discovery ad, they will be directed to the destination video page that showcases a reserved spot just on the column on the right. There, your users will find a companion banner display ad.
Such ads are basically the banner that levitates down below your video. When it comes to complementing your in-stream video campaigns, nothing tops overlay ads. As mentioned earlier, YouTube ads such as TrueView ads and non-skippable ads can very well agitate your targeted users but unlike them, overlay ads don’t do anything intrusive, it just remains at the bottom displaying your product, quietly.
Now that you know the 5 types of video ads, let’s dive into the process of integrating them:
At the very start of your campaign, you need to upload the video that you intend to market.
Now get yourself a Google Ads account. In case you don’t have one, you can sign up using your Google Workspace email and it doesn’t matter if it’s business or personal.
After you sign up on your Google Ads account, look for the options “Set up without creating a campaign” or “Are you a professional marketer?”. Select either one of them and click. Then you will be presented with a brand new Google Ads dashboard. There you will find the “+ New Campaign”.
In the dashboard, you will be asked to pick a goal and afterward, a campaign type. Choose any goal you’d like and while there are many campaign types, for the purpose of this article, we will opt for “video”. Later on, you will be also asked to pick a campaign subtype - “Video reach campaign” is what you are looking for.
To properly configure your ad campaign, name it something that best describes what it is all about. Then select your budget (the amount you are willing to spend every day for your ad campaign). Now set up where you want your ads to appear (be it YouTube search results or Google’s many advertising avenues). You would then need to carefully structure your target audience by selecting language, location, demographic, etc.
The 6th step is about choosing the right kind of ad format. We had mentioned 5 of them right above. See what suits your ad best then go for it.
For the final step, including the CTA, URLs, and of course, a headline is a must. Once you are done adding them, click “Save and continue”. Afterward, click “Continue to campaign.”
Aaand, that’s it. You have launched your very first YouTube ad campaign.
If you need more ideas to ensure the best, don’t forget to check effective use of advertising strategy. We hope you will create fantastic campaigns on YouTube!
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