YOUTUBE ADS FOR BEGINNERS: HOW TO ADVERTISE ON YOUTUBE
Videos have a lot of impact.
Over 2 billion people use YouTube alone, and each day they watch a billion hours of video, resulting in billions of views.
That many “billions” is a lot.
Furthermore, no cable network in the US can compete with YouTube’s mobile audience of 18 to 49-year-olds.
The growth of video marketing is thus not surprising.
This post is for you if you want to learn how to harness the amazing potential of video marketing. You’ll first discover what YouTube advertising is and the many categories of YouTube ads that will be offered in 2021. Next, I’ll walk you through setting up and configuring your first YouTube ad campaign. Finally, we’ll talk about several YouTube tips that can improve the effectiveness of your YouTube marketing.
Let’s begin immediately.
What is YouTube Advertising?
Google Ads’ YouTube advertising enables you to promote your video material on YouTube or even in search engine results to the widest possible audience. This might be your video starting to play before a viewer sees another video or appearing in the full-screen search results on YouTube.
Types of YouTube Ads
There are six types of YouTube ads:
- TrueView ads
- Non-skippable instream ads
- Bumper instream ads
- Sponsored card ads
- Overlay ads
- Display ads
It’s crucial to comprehend each YouTube ad kind before starting to create your initial campaign. You can then modify your advertisement to fit the format you choose to use.
Let’s learn more about them all.
1. What is a YouTube TrueView Ad?
We will discuss this type in greater detail than the others because it is the primary advertising style on YouTube.
The most control over the commercials people see is provided through TrueView ads. Since TrueView has these advantages over alternative in-stream video ad formats, according to Google, eight out of ten viewers prefer it.
However, TrueView advertising are also excellent for businesses.
Only when viewers watch for at least 30 seconds, finish a brief video, or engage with an ad in some other way, like clicking on a call-to-action, do advertisers pay for TrueView advertisements.
Additionally, because viewers have the option to skip advertising they don’t want to see, advertisers can reach a more engaged audience while saving money.
According to YouTube, a TrueView video ad can run for a maximum of 6 minutes and a minimum of 12 seconds.
In-stream commercials and discovery ads are the two main categories of TrueView advertisements right now. Let’s examine each of them more closely.
TrueView Instream Ads
Before a viewer’s selected video, TrueView in-stream adverts begin to play.
Below is a TrueView in-stream advertisement from Unbounce:
A little countdown clock and a link to the offered website are also included in in-stream advertisements in the lower left corner of the screen.
Additionally, TrueView in-stream advertisements have a corresponding banner advertisement that is seen in the right sidebar above the list of suggested videos.
The commercial that runs with the Unbounce advertisement is shown in the image below:
Advertisers can add text overlays and calls-to-action to TrueView in-stream advertising to make them more distinctive.
TrueView Discovery Ads
On addition to showing up in the right-hand sidebar of watch pages above the suggested videos list, TrueView Discovery ads also display within the YouTube search results.
The advertisements are made up of a thumbnail image and up to three lines of text.
An example of a TrueView discovery advertisement for a movie trailer that appears above the natural YouTube search results is shown below:
Users can view videos by visiting the YouTube watch page or the appropriate channel page by clicking on discovery adverts.
Why Should You Use YouTube TrueView Ads?
Reaching your target market is easy with TrueView advertisements.
They’re low risk, to start.
Remember that you only pay when people choose to watch your advertisement in its entirety, for at least 30 seconds, or by taking an action related to it.
This is fantastic.
Because you may at least be certain that your budget is being spent on interested viewers even though 76 percent of consumers automatically bypass these advertisements.
Second, since TrueView advertising are opt-in, there are no time restrictions.
As a result, you can experiment with various artistic formats like product demos, reviews, or how-to films.
For instance, Grammarly has successfully utilised customer reviews and product demonstrations in their TrueView adverts. In actuality, the site accounts for a staggering 54.4 percent of their social media traffic.
Furthermore, Google claims that using TrueView can enhance a brand’s existing content views by up to 500 percent.
2. What is a YouTube Non-Skippable In-Stream Ad?
The main difference between non-skippable in-stream commercials and TrueView in-stream ads is that, you got it, viewers cannot skip them. These advertisements are not regarded as “TrueView” because viewers have less control over them.
Non-skippable advertisements are widely known to be unpopular.
In fact, the 30-second unskippable ad format was discontinued by YouTube last year. Non-skippable advertisements must now last for between 15 and 20 seconds.
A YouTube advertisement from Apple that cannot be skipped is displayed below:
Non-skippable in-stream advertisements are presented during a video.
The term “mid-roll” non-skippable YouTube commercials refers to the non-skippable YouTube ads that play in the middle of videos that are 10 minutes or longer.
Advertisers pay for non-skippable YouTube adverts on a CPM basis, in contrast to TrueView commercials. Cost-per-mille, or CPM, refers to the price that advertisers pay for every thousand views.
Therefore, it’s crucial to focus your ad targeting to avoid wasting money on ineffective prospects.
The purpose of CPM advertising should also be kept in mind.
Cost-per-mille (CPM) advertising is more suited for branding efforts intended to obtain widespread exposure, like the Apple example above, but pay-per-click (PPC) advertising excels at turning prospects into leads.
3. What is a YouTube Bumper Ad?
The third sort of YouTube video ad that is offered to advertisers are bumper advertisements. These non-skippable video advertisements must start before the viewer’s selected video and be no longer than 6 seconds.
On a CPM basis, bumper advertising are paid for by advertisers, much like non-skippable YouTube commercials.
Many businesses use them into larger YouTube advertising campaigns that also include other ad forms.
An example of a HostGator bumper ad is seen below:
It should go without saying that stories, reviews, or product demonstrations don’t work well in bumper advertising. However, the 6-second time limit can be a fantastic creative spark.
For instance, have a look at this Mercedes bumper ad:
Check out the YouTube advertisements leaderboard: Bumper ads edition, which features 20 of the best bumper commercials from around the world, for more creative ideas.
4. What is a YouTube Sponsored Card Ad?
YouTube sponsored cards are tiny call-to-action (CTA) popups that show during videos.
A fairly subtle kind of YouTube advertising is sponsored cards. When a spectator clicks on the small I sign that appears in the upper right corner of a video, the card expands.
We can see the text that displays when We hover our mouse over the icon in the image below.
After clicking the icon, the sponsored cards are shown in the image below:
YouTube sponsored cards can feature products from Google Shopping as well as other YouTube videos.
To construct a card-based shopping campaign, Google gives a helpful tutorial.
5. What is a YouTube Overlay Ad?
The simplest type of YouTube advertising may be overlay adverts. These are banner advertisements that show up below videos.
The illustration below illustrates a banner advertisement from Hawkers:
Text-based overlay advertising are another option, as shown in the example below:
6. What is a YouTube Display Ad?
Another straightforward YouTube advertising format is display adverts. These advertisements, which have been present for some time, can be seen in the right sidebar above the list of suggested videos.
A Deeply YouTube Display ad is displayed in the image below:
These advertisements can also be seen in a variety of sizes, like in the MAPFRE advertisement below:
Now that you are aware of the various YouTube advertising formats, let’s go over the process of creating your first campaign.
How To Advertise On YouTube
How you promote on YouTube will vary based on your expectations. YouTube advertising can be used to promote a business, sway consumer behaviour, boost sales, or foster brand loyalty. These goals can be advanced by using YouTube video adverts in the following ways:
- Build Brand Awareness
People who are unfamiliar with your product should be introduced to it. So that you may find commonalities, you should target people who have interests in products and places that are comparable to yours.
- Influence the Buyer Decision
Videos that explain why your product is the greatest choice for your customer and provide concrete evidence for that claim convert best, so take advantage of it.
- Grow Sales
Try new tactics and broaden your audience to groups that resemble the ones you have never previously targeted. Find out how to connect your goods to others to increase sales.
- Increase Brand Loyalty
Invite your consumers to discuss your product in your videos to demonstrate to potential buyers that you offer the greatest goods and services available.
Creating Your First YouTube Advertising Campaign
You must produce your video or image and the pertinent ad copy if you haven’t previously.
Look at the YouTube advertisements leaderboard for ideas on how to write an effective YouTube video ad. A list of the top YouTube commercials from across the world is published by YouTube every month.
Okay, let’s get started.
Step 1: Upload Your Video Advertisement to YouTube
It’s recommended to submit your marketing video to your YouTube account before you start setting up your advertising campaign.
By entering into your YouTube account and selecting the tiny camera icon in the top-right corner of YouTube, you may do this. Simply select “Upload Video” after that.
Once there, you can choose the file you want to upload in the upload window.
Make sure to include all required details, including the title, description, and tags.
Step 2: Create a New Campaign in Google Ads
You can start setting up your YouTube ad campaign as soon as your video has been posted.
Go to your Google Ads account first.
(If you don’t already have a Google Ads account, see this tutorial on how to create one.)
Go to the left-hand sidebar and select “All campaigns” after logging into your account. Then, to start a new campaign, click the sizable blue “+” icon.
You will then be directed to a window where you must choose a campaign type. Google currently gives users five options:
- Universal App
After clicking “Video,” you must choose a single objective that reflects the primary objective of your campaign for your company.
For instance, you would choose the “Website traffic” target if you wanted to employ YouTube advertisements to increase the amount of people that visited your website. You will then see suggested features and settings as you go with setting up your campaign, which can aid in driving traffic to your website.
Simply hover your mouse over a goal option to learn more about it.
Further information on the objectives and subtypes of video campaigns is provided in the chart below for context.
A goal can be added or removed at any moment. You can also construct your campaign without reading a goal’s recommendations if you’d like.
Step 3: Configure Your Campaign
Let’s set up your campaign now.
Pick a Name
Since this will only be used internally, pick a name that accurately defines your campaign.
As soon as you start running numerous campaigns in Google Ads, this will make it easier for you to identify the campaign.
Establish a Budget
Set the average daily amount you wish to spend first.
Start off modestly at first. So you can make sure you’re getting the best potential return on investment, test and improve your advertising plan.
The conventional or fast delivery options are also available.
While rapid will show your advertising at every chance and cause your budget to deplete more quickly, standard will spread your spending out over the course of the day.
Start by selecting accelerated delivery. In this manner, you can quickly gather data for campaign optimization purposes.
Select the Start and End Dates.
Enter your start date and, if desired, select an end date.
Choosing Your Networks
You can choose where you want your advertising to display in this section.
There are three choices accessible as we’re making a video advertisement:
- Search results for YouTube: YouTube search results may also include advertisements. (Using this option will limit you to only seeing TrueView discovery advertising.)
- Videos on YouTube: YouTube videos, channel pages, and the main page will all have advertisements.
- Partners for video on the display network: This implies that your advertisements will also run on Google’s other advertising channels.
We’re going to leave the selection alone in this example.
Choose a location and a language.
Make sure to choose the nation and language in which you want your advertisement to appear.
Choose Your Bidding Technique
You must now decide how you will finance your campaign. Four choices are offered by Google Ads:
- Maximum CPV: Fees are determined by how many views and interactions a video receives.
- You will be charged a maximum CPM (cost-per-mille) for each thousand impressions of your advertisement.
- You will only be charged per thousand impressions after your advertisement has really been viewed (viewable CPM, also known as vCPM). You won’t be charged, for instance, if a user lands on the page and leaves right away.
- Target CPA (cost-per-acquisition): Fees are depending on viewer activities, like clicking on your advertisement.
Since our campaign’s objective in this instance is to boost site traffic, we’ll select “Target CPA.”
So, we’ll only be compensated for viewers that convert.
Select a type of inventory
Your advertising can only be displayed in this section on content that is consistent with your brand.
For instance, if you own a drop-shipping company that sells toys for kids, you won’t want your adverts to appear next to pornographic or violent content.
To make sure that your advertising aren’t displayed on offensive content, it’s important to carefully read through each choice.
To go a bit further, you can choose not to view specific sensitive content categories like “Tragedy and conflict” and “Sensitive social topics” in this section.
Again, don’t miss this step – doing so could have disastrous effects on your brand!
Step 4: Select the People You Want to Reach
Give your ad group a name that describes it before you start choosing your audience. You’ll be able to use the same audience selection in subsequent ad campaigns if you do it that way.
Choose a Demographic
The process of focusing in on your target audience begins here.
Ads provide you the chance to specify the target audience by providing information about their gender, age, parenting status, etc.
Concentrate on Your Target Clientele
You have a tonne of options in this part of Google Ads to locate your ideal target demographic. It’s important to research them and be as specific as you can.
Step 5: Select Where You Want Your Ads to Show
The precise sort of material you want your adverts to appear on can then be selected.
Enter Your Chosen Keywords
One word or phrase per line should be entered or pasted into the field as your target keywords.
To identify comparable keywords to target, you may also utilise the “Get keyword ideas” tool.
To display your advertisements on articles on particular issues, simply choose any pertinent topics.
Select Your Ad Locations
Okay, so now you can choose exactly where you want your advertising to appear.
If you omit this field, your advertisement will run on any YouTube or Display Network placements that correspond to your other targeting preferences.
Step 6: Select Your Marketing Video
Next, look for your marketing video using the search bar. You can also click the link to upload your video to YouTube if you haven’t already.
When your video appears, click on it to choose it.
Step 7: Configure Your YouTube Ads Video Ad
The last step is to choose your video format.
Based on the choices you’ve already made for the campaign, ads will display the possibilities that are accessible.
Then, remember to include your headline, CTA, and URLs.
Here, we’re going with an in-stream ad format. Keep in mind that in-stream video advertisements come with a display banner. In this situation, you have the option of uploading an image or letting Ads create one for you using videos from your YouTube channel.
Simply click “Save and continue” and then “Continue to campaign” to complete the process.
You’ve just launched your first YouTube advertising campaign—congrats!