[vc_row type=”grid” padding_bottom=”50″][vc_column][vc_column_text]YouTube is the world’s second largest search engine after Google, so it’s important to consider it as part of your digital marketing strategy. In fact there are lots of different ways to advertise on YouTube, and since AdWords launched TrueView, it has become more cost effective and accessible for users.
To help you get started this page will answer all your Video advertising questions, from targeting types to costs.
If you have a video advertising goal such as increasing brand awareness or changing brand perception, then YouTube can be highly beneficial to your digital marketing strategy.
Is Video Advertising Expensive?
With TrueView YouTube advertising, which is done via AdWords, you can ensure you only pay when your ads are clicked or when a certain amount of an ad is watched by a user (cost per view). This creates the opportunity for free brand awareness. Generally YouTube adverts are also far cheaper then the AdWords Search Network when bidding on the same terms.
What Kind Of Video Advertising Can I Do On YouTube?
In-stream ads are video adverts which play before or during another video from a YouTube partner. After 5 seconds a user can skip your ads, but you will only pay if they watch 30 seconds or more.
You have probably seen In-Stream ads when you are watching YouTube content – lots of big brands use them, which means they are great for building trust as users associate this kind of ad space with reputable brands.
These ads show at the start of YouTube content which is ten minutes or longer. These are the kind of ads where you can chose between three different adverts or you may just be shown one ad. You’ll only pay for these when users actually watch the video.
Much like the style of AdWords text ads, In-Search ads appear when someone searches YouTube. They are placed in the top and right hand side of the video results page. Like all the other True-View ad formats, you’ll only pay for these ads when a user chooses to watch them.
In-display are different to other YouTube ad formats because they don’t strictly serve your ads on YouTube’s website. Ads can appear beside YouTube content which is embedded on other websites which are part of the Google Display Network. Like normal True-View YouTube ads you will only pay if your ad is watched.
Benefits of Video Advertising
Here are some benefits of running video ads on YouTube:
- Connect with your audience. Video ads can help you connect with potential customers in a unique and memorable way. You can be personal, share your expertise with the world or put the camera on yourself and explain how your product or service can benefit your audience. Show people why they should care about your product or brand.
- Reach just the right audience. Reach your customers on YouTube by topic, keyword or demographic, such as “women under 35”.
- Create a video campaign in only a few minutes. Create your account, create or upload your video ad, reach your audience, and you’re on your way to telling your story to the world.
- Measure your success. Figure out if you’re reaching the right audience. Check your AdWords account to track views, costs and budget details. Visit the “Analytics” tab in your YouTube account to learn more about your viewers. For example, you can tell which videos your customers are watching and for how long.
On YouTube, viewers can discover videos in various ways, for example, by searching on the YouTube search page, clicking on suggested videos on the watch page or choosing a video from the homepage feed. This means that you can more effectively find people who are searching for you and your brand across YouTube.
Video Advertising and audience engagement
YouTube’s unique combination of video access, sharing and community creates an unmatched opportunity for audience engagement. Sight, sound and motion can elicit emotional involvement with content that you don’t get with other forms of media.
You can facilitate discovery of and engagement (shares, comments and likes) with your video ads by promoting them via YouTube advertising and hosting them in a YouTube curated profile page.
Video creators can learn an enormous amount about their viewers through a sophisticated set of measurement tools, including YouTube Analytics. Audience demographics, levels of engagement and performance compared to similar videos are just some of the data available. Video creators can then use this data to drive larger and deeper viewership among a target audience.
Reaching potential customers
YouTube and the Display Network offer a variety of ways to reach particular audiences:
- Keyword contextual targeting: You can use keywords that will help match your ads to web content. This works just like contextual targeting on the Display Network and applies to both the Display Network and YouTube.
- Demographic: Reach people by age, gender or parental status.
- Topics: Reach people based on certain topics.
- Affinity audiences: Select from interest-based groups to reach potential customers at scale and make them aware of your business. These audiences were built for businesses running a TV ad that want to extend the campaign to an online context at an efficient price.
- Custom affinity audiences: Advertisers can create audiences that are more tailored to their brands, compared with broad, TV-like audiences. For example, rather than reaching sports fans, a running shoe company might target avid marathon runners.
- In-market audiences: Find customers who are researching products or services and actively considering buying something like what you offer.
- Remarketing list: Reach viewers based on their past interactions with your videos or YouTube channel. If you’ve linked a YouTube account to an AdWords account already, we’ll create custom ones for you automatically.
How Can I Create Ads For YouTube?
Ad’s for YouTube don’t necessarily need to be ‘high-tech’ you could even film them on your camera phone. If you are filming an ad yourselves, Google highly recommend that you ensure the camera is steady by using a tripod (you can get a cheap one for your camera phone).
Think about the audience and the problem your product or service will solve for them, and crate the ad to illustrate this. Our free video marketing guide has lots more tips on creating your first video.
Before you start planning your YouTube ads, take a look at the technical and editorial guidelines from AdWords to ensure your ad idea complies and your video is the right length to be used for the kind of TrueView ad format you would like to use.
The most successful videos have a little bit of planning behind them, such as a basic story board or a script. You should also think about how the video will fit together when you edit it.
Make sure the end of your video has a clear call-to-action such as ‘visit our website for more information’ or ‘download your free whitepaper today’.
Some ideas for videos include:
- About your business (how did your company start? What are your values?)
- Testimonials (film your customers talking about their experience using your product or service)
- Product demonstrations (these are great if your product has a bit of a technical nature – I’ve seen it work well with everything from BBQs to hair extensions!)
All that is left to do is publish your videos on YouTube!
To find out how you can benefit from video advertising please contact Unbound Digital Marketing[/vc_column_text][/vc_column][/vc_row][vc_row type=”grid” background_color=”#ff9936″][vc_column][vc_column_text]
Get A Free YouTube Advertising Consultation To Find Out How YouTube Advertising Can Fit In Your Marketing Mix