These days, YouTube ads are much more than the frustrating 5-second previews you are forced to watch before the real video plays.
YouTube is constantly finding effective ways to reach a massive audience. As of now, more than 500 million hours of videos are watched on YouTube each day.YouTube video ads account for more than 35% of all ad spending online. Successful brands know that their advertising plans need to start turning to video. Keep reading to find out the kinds of ads available, how to use them and why they are right for you.
Why You Need Them
Perhaps the better question is why don’t you. The video channel currently reaches more users than any broadcast or cable network combined. And by the end of 2017, videos will account for 74% of all online traffic. With more and more people spending their time on video sites rather than traditional media channels, brands will soon be faced with a dilemma: embrace the world of video marketing, or risk losing exposure to a rapidly increasing audience. Google explains that YouTube ads have the potential to â€œincrease the millennial audience your video ads reach by 42%, multiple engagements by 10X, and boost views of past videos by 500%.â€
YouTube Ad Formats
You have plenty of options when it comes to YouTube ads. While some display and banner ads can be purchased directly through YouTube, this article will solely focus on video ads. These are run through, Google AdWords, and come in three formats:
TrueView In-Stream Ads
TrueView Discovery Ads
Which Ad is Right for You?
Ultimately, the format you choose will depend on your goals.If youâ€™re going solely for maximum exposure, in-stream is your best bet. If youâ€™re going for a substantial subscriber base, in-display may be more your style.Youâ€™ll want to experiment with each format to determine which best fits with your strategy.
Setting Up Your Ad
YouTube ads must be run through Google AdWords, so thatâ€™s where youâ€™ll start.Go to the campaigns section of AdWords, click on â€œ+campaign,â€ and select a video from the dropdown menu. First, youâ€™ll want to give your campaign a name that is easy to identify.The next step is choosing which ad format youâ€™d like to run. For this example, weâ€™ll go with In-stream ads. Then we get to the budget. Specifically, the amount youâ€™re willing to spend per day. It doesnâ€™t need to be a big figure, and we generally recommend starting small if youâ€™re new to YouTube ads. Next up is networks. Here you have the option to choose if you want your ad to show up in YouTube Search, YouTube Videos, or Video Partners in the Display Network. Google explains the choices:
YouTube Search shows YouTube ads on YouTube search results pages. You can use video discovery ads only.
YouTube Videos show video ads on the YouTube homepage, watch, and channel pages. You can use in-stream ads, video discovers ads, and bumper ads.
Video Partners extends the reach of video ads to a collection of sites and apps in the Google Display Network (GDN). You can use in-stream ads, video discovers ads, and bumper ads.
Youâ€™ll then choose a location. This can extremely broad, â€œall countries and territories,â€ relatively broad, â€œUnited States and Canada,â€ or targeted by the state, city, zip code, etc. using advanced filters. The location you choose will depend on your goals.If you want to get as many views as possible and boost popularity or have international customers, youâ€™ll want to choose a broad range. On the other hand, youâ€™ll want to target down if you are trying to drive direct sales in a particular area. Afterward youâ€™ll select your campaign start and end date under Advanced Settings. This will go back to your allotted budget. Say youâ€™ve elected to spend $50 a day, with an overall budget of $200; you will only want to run your campaign for four days to avoid going over budget. You also have the option to select specific days and times to run your ad. The next stage is selecting the ad youâ€™d like to run. Youâ€™ll need first to make sure that the video is uploaded to YouTube, then copy and paste the video URL. Then you will select your chosen Video ad format: in-stream, discover ad, or bumper ad. If you do select a discovery ad, you will also have the chance to choose a thumbnail and copy for your ad.
Next comes bidding
This is the amount youâ€™re willing to spend per view of your ad and will depend heavily on your targeting. Generally, bid amounts range from .3 cents to .15 cents. The good news is that YouTube allows to target per purchase and has tCPA available to make sure the algorithm will optimize for conversions. The next â€“ and perhaps most difficult a part of the process is targeting.
YouTube Targeting Options
These are the traditional filters such as age, gender, parental status, or household income of the audience you want to reach.
You can choose from available audience categories to reach people interested in specific topics, even when they may be visiting pages about other topics.
Custom affinity audiences:
With custom affinity audiences, you can create audiences that are more tailored to your brands using specific URL’s. YouTube will gather the user’s segments that have visited the sites or YouTube videos you’ve placed and will find similar users.
Custom intent audiences:
Add short keywords and YouTube will show your video ad to users who searched these keywords in the last 30 days.
These are used to find audiences that are already seeking and researching products or services like the one you offer.
This allows you to reach audiences who have previously interacted with your videos.
You can choose to place your ad on individual channels, videos or apps within websites. Placements can include:
- YouTube channels and specific videos
- Websites on the Display Network
- Apps on the Display Network
This allows you to target your videos so you can reach a range of videos, channels, and websites related to a selected topic.
Keywords: You can show your video ads based on words or phrases related to a YouTube video, YouTube channel, or type of website that your audience is interested in.
The thing about YouTube is you can get in front of so many people. So often, you go with big branding parameters to get the most exposure. For example, under interests, you would select â€œbusiness professionalsâ€ and â€œsocial media enthusiastsâ€ â€“ thatâ€™s likely a few million people. And thatâ€™s it for targeting. Of course, your goal may be entirely different, so make sure you scale your targeting to your specific needs.