A Guide to Video Advertising on YouTube

Excellent video content is likely to be discovered or go viral. But it's still crucial for marketers to be proactive to get the attention of potential leads. With YouTube ads, it's easier for the target viewers to discover the video content. Video advertising on YouTube can boost ROI. This is thanks to its new formatting and tracking functions. 


Earlier this year, Google made significant changes to AdWords. The update enables marketers to get more viewers on YouTube. The goal is mainly tailored to ads seen across handheld devices. This isn't surprising since this is where half of the millions of YouTube views happen. 


Also, keywords are now cheaper to target on YouTube compared to regular Google Search. YouTube ad views charge about $0.06 per click. Whereas the average Google Search cost-per-click is between $1-2.

YouTube Video Ads

YouTube TrueView ads are the standard type of ad on the video hosting site. Marketers just pay for TrueView ads when the audience watches (at least 30 seconds) or engages with their ads (ex. clicking on a CTA). In this format, videos are tailored to share various content. YouTube requires that skippable TrueView advertisements be 12 to 60 seconds long. For non-skippable ones, the ads must be 15 to 30 seconds long. 


There are two styles of TrueView Ads:

• Video Discovery Ads – These are visible all over YouTube. They are shown on the site's homepage, search results pages, and related videos. This type of ad appears after a user performs a YouTube search.

• In-Stream Ads – These ads play before the user watches the video they picked on the site. Audiences often have the choice to skip the ad right after its 5-second mark. This type of ad lets marketers customize their ads with CTAs and overlay text.


Using TrueView, marketers can get in-depth data on the efficiency of their videos. They'll receive vital information for optimization and testing purposes. AdWords can offer information about views (completed or partial). It can check if the ad makes channel subscriptions and click-through rates on CTAs. These activities aid marketers to know the full monetary value of their ads. That way, they'll know where to put the budget to boost results.

How to Launch a Video Ad on YouTube

When the video is produced, and the campaign is set up, the brand marketer needs to upload the content to YouTube. On the brand's Google AdWords account, the marketer needs to focus on the following critical components:


• Budget

Set the budget daily. The marketer can also opt for a delivery method. The standard delivery displays ads uniformly throughout the day. The accelerated delivery generates views as fast as possible. The latter is practical if the goal is capitalizing on a hot item or a trend tightly related to the brand.


• Networks

Choose where the video ad would appear. On YouTube search, the ad will show up in search results. It will also appear on the site's homepage, channel and video pages. On YouTube video, the ad can turn up as in-display ads or in-stream ads. With this preference, the marketer can opt for the ad to show up before or around the videos. The ads will also be seen throughout the Google Display Network. It's recommended to have independent campaigns for YouTube Search and YouTube Video. That way, the marketer can better keep tabs on all performance metrics. These video ads are offered to viewers executing completely different actions. As such, they call for a different level of investment from the audience. It’s far better to keep track of their performance separately.


• Device and Mobile Bidding

Google AdWords enables the marketer to state the OS, unit, and carrier of handheld devices. This feature is for advanced targeting. It's particularly handy for mobile app advertisements. There's also an option to raise or lower the bid if the video is shared with others through a handheld device. 

Video advertising on YouTube is a must-have promotional tactic. It's more specific than ever. This is truer now that YouTube allows marketers to target their viewers based on search histories.

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