As one of the leading social platforms and the number one for video content, YouTube advertising is a no-brainer option for video marketing. Not only does the platform have a global reach, but anyone can access it for free!
The thing is, designing and implementing a digital ads campaign isn’t easy. One can get all tangled up in the technical aspects, and new features are always coming out. Not to mention that most audiences can quickly grow tired of seeing the same ads all the time, so it requires a lot of adaptability as well.
So, you want to know how to advertise on YouTube successfully?
Well, here’s a guide to help you navigate the world of YouTube advertising. We’ll cover the whats and hows for an effective ad campaign, and provide you with insight that helps you get the most out of them.
If you are reading this, you probably already know YouTube video ads make for excellent marketing tools. But just so we are on the same page before moving forward, let’s quickly review three key things you got going for you once you start investing in YouTube video advertising:
As you can see, there are very compelling reasons to use YouTube as your ad displaying platform. Now, let’s dive into what it takes to set up a YouTube ad.
It’s time to craft the ad campaign that fits your needs best. But fret not; most of the elements we’ll discuss will surely sound familiar to most digital marketers out there and will be easy to pick up for everyone else!
It all starts at your YouTube channel, where you’ll upload your video. Most businesses use their channel as a video portfolio or video hosting solution, but your videos there can be set as public and drive organic views on top of your campaign, or as unlisted and only accessible as an ad.
As with any video, you’ll need to enhance all the components, not only the audiovisual aspects: title, description, and thumbnail should be up to par too.
It comes down to a simple question: what do you want the audience to do after watching your ad?
The platform already permits advertisers to set focus on sales, leads, website traffic, product and brand consideration, and brand awareness and reach. As expected, this will most likely dictate the type of YouTube advertising you’ll be setting up.
Regarding target audiences, while broad-spectrum YouTube video ads might be sufficient for some, it’s less likely they’ll have a lasting impact on any. For a precise and successful campaign, it’s best if advertising feels as personal as possible to the target customer.
On YouTube, your ads will perform better with the right segmentation: demographic (age, gender, location) and by interests. In fact, YouTube allows you to pick from over a hundred interests to narrow your audiences and make your campaign more relevant.
How much does it cost to advertise on YouTube? There’s no simple answer to that. YouTube has different options for ad payment you can choose from, and they depend on what you want your audience to do regarding your ad (and your wallet, of course).
If you’re focusing on getting in front of as many eyes as possible, the cost-per-thousand viewable impressions (vCPM) could be the one for you.
In the same vein, cost-per-view (CPV) it’s a good option to also factor in engagement – you will have to pay only if the user watches at least 30 seconds or clicks on the ad.
But if you are looking to increase lead generation and conversion, cost-per-click (CPC) will allow you to pay if the user demonstrates actual interest by clicking. It all comes down to what is relevant for your set marketing objective and your available budget.
The success of a marketing campaign resides in its results. And to keep a close eye on your campaign’s progress (or lack thereof!), the YouTube advertising setup comes with some useful metrics to consider. The more relevant ones being are view rate, clickthrough rate, quartile reporting, and targeting.
View rate conveys engagement, and clickthrough rate reflects click interactions. Quartile reporting shows you how engaging your ads are at different points of their runtime. And, of course, targeting lets you know which audiences you are being impacted the most.
Now that you know the elements you should pay most attention to, it is time to familiarize yourself with the range of options YouTube has for your marketing campaign.
Their key differences come in the form of placement, best-suited objectives, and chances of interaction, so we’ll focus on those. Let’s check it out:
This ad type is the most likely to be bypassed by the audience. Therefore it needs to be immediately engaging and very well targeted.
This little video nugget needs to be impactful and memorable in just an instant.
Like the bumper ad, this one holds the audience captive. But it doesn’t mean you can slack – try to keep it entertaining and relevant to your target.
A nice change of pace from the in-stream ads, video discovery will need a much stronger lure to catch the user’s eye with nothing more than a still image thumbnail and a short text.
This type of YouTube advertising is meant to have a wider reach through mobile devices while keeping the budget in check.
This ad has a short but busy life. Very event-orientated, the masthead ad packs tremendous reach and impact.
So now you know how to put ads on YouTube videos and platforms. But if you are still unsure if you can pull it off, these tips and tricks can help you see it through!
If you are a business looking for a way to show your brand, or a content creator trying to understand how to advertise on your YouTube channel, we hope you have found everything you need here.
Either way, don’t forget one of the advantages of online video marketing is that it allows for experimentation. So don’t be afraid to break the mold and play around with all the possibilities. With metrics, you can try out different ideas and compare results to see what works best.
And what makes YouTube advertising an exciting platform is that your video not only performs as an ad but can also be found on YouTube and Google searches. Organic views and interactions will benefit you at no cost. So get onto it!