Creating Your First YouTube Ad Campaign
With so many social media and marketing platforms available, it can be challenging to decide where to put your advertising dollars. Do you create a sponsored ad on Facebook for your newest course offering, a vertical infographic to capture your audienceâ€™s attention on Pinterest, or do you test the waters with a Snapchat filter for your next in-person event? While all of these could be great options for your business, you may be overlooking one of the most powerful online platforms. Have you ever wondered how to advertise on YouTube?
The benefits of creating a YouTube ad campaign
Think about your browsing habits. How many times have you searched for something on Google, only to find a collection of YouTube video tutorials that give you more information than a blog post ever could? You may have visited YouTube a few times already this week, or even a few times today. People keep coming back to YouTube because they know itâ€™s a reliable source for educational information and entertainment. YouTube has incredible advertising potential for businesses in virtually any industry, but is it worth investing in for your business? Here are a few benefits to find out if it is the right move for you. Online traffic driven from YouTube has continued to increaseDonâ€™t believe us? Cisco has predicted that 80% of all online traffic will come from video-based content by 2021. Since YouTube is the second largest search engine in the world (paired with Google as the biggest), much of the video traffic will be driven by YouTube alone.Thereâ€™s no better time to start creating video content to market and advertise your brand.
YouTube already has a built-in audience
If you just started your business or are relatively new to online marketing, YouTube will be a great place to start testing your messaging and offerings. They already have 1.3 billion visitors on their platform each day, so you’re bound to find your target market on their platform. By utilizing YouTube ad campaigns, you donâ€™t have to wait until you reach a few thousand subscribers to see a positive ROI from your marketing efforts. Instead, you can start converting visitors through engaging video advertisements on YouTube right away.Youâ€™ll have a wealth of ad targeting options on YouTube.Even though YouTube has billions of active users, it doesn’t mean that every one of them will fit your ideal client or customer description. The YouTube ads platform (run inside Google Ads) allows you to create an ad targeting campaign where you can define your specific audience by their demographics (like gender, age, and location) and psychographics. It can even tap into your target audienceâ€™s common interests and browsing habits.YouTube ads are only as successful as your audience targeting. Thatâ€™s why itâ€™s crucial to define who you want to target, what your goals are, and what content visitors want to see before they decide to learn more or buy from you.
An in-depth look into YouTube ad formats
Instead of giving yourself a facepalm because you didnâ€™t think about advertising on YouTube sooner, letâ€™s talk about what you can do now that youâ€™re ready to get started. Your first place to start is in understanding which of the YouTube ad formats will fit the content you want to create.
TrueView ads are the most popular and standard type of YouTube ad. They are beneficial for the advertiser because you only pay when a user watches or interacts with your ad (like clicking on a call-to-action within the video). Advertisers only pay when a user watches for a full 30 seconds or until the end of the video plays.
Like pre-roll ads, bumper ads are non-skippable, and advertisers pay on a per-click basis. Bumper ads are six seconds long and require innovation because you only have a short time to catch userâ€™s attention. You probably wonâ€™t be able to tell a whole story in six seconds, but you can still use them as a complement to other advertising.
All of the YouTube ad types weâ€™ve covered so far take a userâ€™s attention away from their desired video, but overlay ads are displayed on top of the content they are already watching. They can show up as faded textboxes or banner image ads that appear on the bottom of a creatorâ€™s video. To make the ads more eye-catching, try to optimize the copy on your banners, so it is engaging.
If you aren’t interested in creating video content but still want to advertise on YouTube, no problem! You can use display ads which are commonly seen on sidebars of YouTube watch pages and search result pages. These work similarly to Google display ads, so all you need to get started is an eye-catching graphic and an advertising budget.
YouTube Advertising Best Practices
As you start planning your YouTube ad content, there are a few things to keep in mind. You may be thinking about what video equipment you need or how to edit your videos effectively, but none of those steps matter if you donâ€™t create ads from a strategic foundation. Before you jump in, remember these tips. Be concise No YouTube user wants to watch an advertisement that is too long. Be strategic about the length of your video and how much time you need to make your message clear. Be creative This seems like a no-brainer, but itâ€™s essential to add into the mix. You can be inspired by YouTube ads other companies are creating, but your job is to create something fresh and exciting. If your ad functions like someone elseâ€™s ad, it will be easy for visitors to tune it out. Create a strong call-to-action You could create an engaging story and display it well through each frame, but if your YouTube Ads doesnâ€™t have a good call-to-action (CTA), then your ad wonâ€™t perform as well as it could. A simple tweak to your CTA could make all the difference.