YOUTUBE
ADVERTISING
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Table of Contents
Introduction...................................................................................
Intro to YouTube Ads....................................................................
Types of YouTube Ads...................................................................
Setting Your Advertising Budget ..................................................
How to Define Your Target Audience...........................................
Adjust Your Targeting ..................................................................
Launching your First Campaign ...................................................
Introduction
That’s more than Netflix and Facebook videos
combined.
But of course, YouTube isn’t the only video platform
available, though it currently is the largest. As of 2021, YouTube reaches more
18 to 49-year-olds than any American cable network.
There’s no question, it’s a powerful tool for
branding and marketing, and since your audience is likely already on video
platforms, it’s an easy way to maximize conversion rates, or simply reach an
entirely new following.
YouTube has also become a frequently used search
engine for many people, even those who generally say they’re not comfortable
with modern tech.
In this special report, we’ll take a close look at
how you can create high converting video ads on the YouTube platform so that
you can maximize exposure quickly and easily.
Intro to YouTube Ads
In 2017, YouTube revamped its AdWords, allowing
advertisers to reach more viewers on YouTube, especially on mobile devices,
where almost 50% of all YouTube views occur.
YouTube also announced the ability for advertisers
to target viewers based on their Google
search history—in addition to the viewing behaviors it was already
targeting.
This means that you can now target viewers who
recently searched for a specific product or service, and you can then create
different ads for different types of viewers.
If a viewer sees a video-based ad that’s closely
related to something they were just searching for, they’re more likely to watch
the entire clip, or even click through to your website for more information.
Targeted ads allow you to maximize your marketing
dollars and reach deep into your niche, connecting with your audience in a
matter of minutes.
YouTube ads are a little different from other types
of ads (like Facebook or Google) though. With some of the other platforms, you’re
required to pay upfront for your ads.
With YouTube, however, you only pay for a view if
the user watches more than 30 seconds of your ad, or takes an action (such as
clicking through to your website).
With Google or Facebook ads, you’d pay no matter how much of your ad was seen. With YouTube, you pay only when your ad has triggered a positive response!
Types of YouTube Ads
TrueView
Instream Ads: These are the most common of all YouTube ads, the
main advertising format.
8 out of 10 viewers prefer this sort of ad over the
other types. This is mostly because this format gives you the most control over
which advertisements they see.
You may see this as a negative, as viewers can
choose to skip your ads, but think of it this way: you’re paying only for those viewers who are interested
in what you’re offering them.
These ads can be as short as 12 seconds and as long
as 6 minutes. A six-minute ad is a fairly long one, so you should probably aim
for somewhere in the middle.
There are two basic types of TrueView Ads: skippable
and non-skippable.
Let’s look at those in more detail.
Non-skippable
Instream Ads: These are a type of TrueView ad that do exactly
what the title says. The viewer cannot skip over these ads, but must watch all the
way through to get to the content they’re searching for.
Non-skippable ads can play at the beginning or end
of the chosen video, or can be placed somewhere in the middle. Ads that pop up
in the middle of a video can be annoying, but you’re more likely to keep the
viewer’s attention because they’re waiting for the rest of the chosen content
to display.
The important thing to remember is that the ad must
be watched all the way through, which means you pay every time the ad plays.
This would be a good choice for a business with a large marketing budget
because you’re not going to be targeting your viewers quite as narrowly as you
would with a skippable ad. With a non-skippable ad, you’ll pay every time it
pops up.
Note: YouTube recently announced that
they had to be under 20 seconds long (rather than the 30 seconds they
previously allowed).
There’s also a special subset of Non-skippable Ad: the Bumper Ad. This is a Non-skippable ad that
plays at the beginning of a video and must be under 6 seconds long. You are
charged for these in the same way you are charged for other Non-skippable ads.
Skippable
Instream Ads: Again, this is just what it sounds like. After
viewing five seconds of your TrueView ad, the user can opt to skip it and get
straight back to their chosen content.
You aren’t charged unless they watch at least 30
seconds of your ad (or if they take action such as clicking on a link in your
ad).
Skippable ads can be played at the beginning of a
video, during the video, or afterwards. We recommend placing your ads at the
beginning or middle of the video because it’s way too easy to just skip an ad
at the end by clicking on the next video in the series.
Sponsored
Card Ads: These ads display content relevant to the YouTube video
being watched, such as products used in the video itself. Viewers will see a
teaser for the card for a few seconds, or they can click an icon at the top
right corner of their screen to browse through the cards associated with their
video.
These ads are available on both desktop and mobile
versions of YouTube. Sponsored cards are a very unobtrusive YouTube ad.
Overlay
Ads: These
are available for desktop or laptop computers. An overlay ad is a transparent
ad that appears in the lower 20% of the video. That’s 480 x 70 pixels and
viewers can exit the ad at any time they wish.
Overlay ads are not as popular because are prone to
with false clicks, and because some viewers find them annoying.
Display
Ads: These
appear to the right of the video just above the video suggestion list. They can
be 300 x 250 or 300 x 60 pixels in size and can run across all areas of YouTube
except for the homepage.
If a viewer is interested in what you’re advertising
and sees one of your display ads, you should get a click.
Midroll
Ads: These
ads play full screen and appear in videos that are more than 15 minutes long.
They play just like television commercials, interrupting the video periodically
to show an advertisement.
Viewers must watch the ad before the video continues
playing so you’ll be paying whenever the ad runs and not when the viewer
watches a certain amount of the ad.
These ads can appear on desktop, laptop, and mobile
devices. Advertisers can insert ad breaks at natural pauses in a longer video
for a more streamlined viewing experience.
Most people are used to seeing commercials when
watching a video, so this type of ad isn’t as annoying as some of the other
types. Since these are non-skippable, you are charged on a CPM basis – that’s
Cost-Per-Mille, where “mille” stands for a thousand views.
Rather than charging you per click, YouTube will charge you a fee for every thousand views.
Setting Your Advertising Budget
· Your
advertising goals.
· The type
of YouTube ad you’re running.
· Advertising
audience targeting preferences.
Brand lift is “a measurement of the direct impact
your YouTube ads are having on perceptions and behaviors throughout the
consumer journey.”
So, begin by creating a cost outline that includes
all your upfront costs, such as video creation, script writing, etc.
How to Define Your Target Audience
Reaching new audiences is easy with YouTube ads, but it allstarts by definingyour target audience.
You’ll need to brainstorm and figure out which types
of people would be interested in your product or service. That will be based on
things like age, location, socio-economic status, educational level, interests,
etc.
Don’t be vague, either. “Men” or “Women” just won’t
work. Think more along the lines of “30-something career women with 2 children
who are interested in starting a home-based business.”
Market research, and being able to define your
target audience in a nutshell is important in understanding the customer and
how they are going to make purchase decisions.
Targeting a specific audience will also help your ad
campaigns reach the right people—those who will relate to your company’s
message and will be interested in your products or services.
Let’s say your company is marketing a new
educational toy. Your target audiences might be children who are X-years old,
parents, grandparents, teachers, and maybe educational specialists.
Now you only need to target those people with your
ads to find some potential clients! You can insert your ad into anything from a
children’s video to an educational show for parents—whatever you believe is not
only relevant, but likely to trigger a positive response.
That way, you’d get the exposure to different
audiences for the same basic ad. Of course, you’d want to tweak the ad to
appeal to different ages and demographics.
Remember that your target audience isn’t the same as
your target market.
Both are centered around dividing customers into
different groups to help you make informed business decisions.
A target market, however, is a specific group of consumers at whom your company’s products and
services are aimed.
A target audience defines that that group using demographics, interests, and buying
history.
To put it another way, you can define your target
market by finding your target audience.
For example, if your target market is “young men
aged 20-35,” your target audience might be “young men aged 20-35 living in New
York City.”
You can then divide your audience into groups or
further define them using categories like the following:
Purchase
Intention: a group of people looking for a specific product or
service who are looking for more information before they purchase.
Examples would be consumers in the market for a
laptop, automobile, television, or an item of clothing. This sort of
information is important so you can see how to better direct your messages to
your audience.
Interests: a group
of people who are interested in the same thing, like hiking or knitting or
basketball.
Knowing this information helps you to connect with
your audience in a relatable way and figure out buyer behaviors and motivation.
For example, customers interested in baseball
memorabilia would most likely be interested during baseball season, when they
can show off their purchases during the games.
Another example: if you discover that a large group
of your audience is interested in eating out, you could figure out a way to
work that into your ads and attract even more attention.
Subcultures: groups
of people who identify with a shared experience, like a certain music scene or
entertainment genre.
People define themselves by these subcultures and
you can use those to better understand who you’re reaching out to.
For example, if you think of how a certain
subculture relates to your business—especially if you have a large potential
audience—then you’re reaching your subculture.
Think of how Netflix markets to its different subcultures (people who like comedy, science-fiction, horror, and anime) using social media accounts directed at those groups.
Adjust Your Targeting
Defining your target audience involves a good bit of
research. That goes into figuring out exactly who you want to reach and how you
can reach them in a way that stands out from your competitors.
1: Use Google
Analytics to learn more about your customers.
Google Analytics is great for finding demographic
details about your audience and their interests. This is critical information
that will help you locate a target audience.
With Google Analytics, you can see website insights
and how that’s broken into different sections, like age, gender, and location.
These sections are clearly labeled on your dashboard
and shown in colorful graphs that are easy to interpret. This tool can be a
fantastic asset that will give you great insight into who’s visiting your
website and how your product or services fit into their lives.
2: Create a reader
persona to target your blog content.
The good thing about a reader persona is that it
should be nearly identical to your buyer persona.
You need to remember who you’re writing for and give
them useful content to read. This will build your reputation among your
consumers and make them trust you to recommend products and services for them.
The main difference between a reader persona and a
buyer persona is that the reader persona usually focuses on whatever problems
that reader might have in their life. Figure out how to write content that
solves their problems with one or more blog posts.
3: Check out social
media analytics.
You need to figure out when your audience is most
engaged with your social media channels.
Is it when you post funny photos or memes, or when
you post a poll?
The answers to your questions can give you clues
into the content your audience is interested in.
Every social media platform is different, with a
different audience. So looking at the analytics across all your platforms is
very important.
For example, Facebook tends to attract an older
audience than Twitter does, but Twitter uses short posts while Facebook allows
longer posts and even videos. Instagram is visually based, so graphically
interesting content would be great for that platform.
If you keep those things in mind, you can plan your
strategy better.
Analytics can tell you who’s looking at your
profile, what’s working, and what’s not working about your content. In order to
gain followers from your target market, you must post content your audience is
interested in.
4: Use Facebook
insights.
This is a great tool if you have a Facebook account.
Facebook gives every one of your Pages free insights like who your followers
are and where they’re from.
These insights work very similarly to Google
Analytics, giving you crucial information you’ll need to determine your target
audience.
On your insights dashboard, access the People tab to see location demographics like which city your followers live in. That can give you some interests that might attract your followers.
Launching your First Campaign
You’ve put in the hours, done your homework, and planned everything out perfectly. You’ve perfected your script, storyboarded your ad, found the right talent, shot the ad and edited it.
The
result can be a blockbuster video ad!
But with
all that time and effort invested, you can’t just embed your ad in a random
video and hope it reaches the right audience.
Great
content is almost certain to become sticky sooner or later, but it’s important
for you to be proactive about getting the attention of prospective clients and
educating those unfamiliar with your brand.
Running a
series of YouTube ads is one way to make sure more of your target audience is
going to find that video you’ve worked so hard to produce.
Advertising
on YouTube is different from running a pay-per-click ad or a paid social
campaign. YouTube has certain specific constraints, but it also has lots of
options. You need some basic knowledge before you start your next video project
so you can make the most of your ad possibilities.
A
TrueView ad can include people, dialogue, and music that’s been retrieved with
permission (or is considered royalty-free).
You don’t
want to run a standard promotional commercial though. Since your ads can be
skipped, you’ll want to give your audience a real reason to keep watching.
“Product plugs” generally don’t grab the views that you’ll want.
Instead,
tell some sort of story with your video ad. People love seeing case studies of
others who’ve faced a struggle that they can empathize with. This sort of ad is
harder to skip and it will make your brand more memorable.
The
TrueView ads also provide you with lots of information you can use to determine
how they’re performing.
You can
see data on completed views, partial views, click-through rates on your calls-to-action,
whether your video drives channel subscriptions, any views sourced from a user
sharing your content, and views on the brand’s other content that can be
connected to a user who’s viewed your ad.
These
actions can help you understand the value of your video ad dollars—and where to
focus your budget to increase your results.
Non-skippable
pre-roll ads can give you some of the same features as TrueView ads do. You can
include people, dialogue, audio, and other elements that represent your
brand—providing you can do it in 15 to 20 seconds.
Because
these ads are non-skippable, your best option is to include a call-to-action so
you can optimize the viewer’s attention.
In other
words, encourage your viewers to click on your ad and receive something useful
in return.
To set up
your campaign, first go to your Google AdWords dashboard.
The red
“+ Campaign” button on the left-hand tab has a drop-down menu where you should
choose “Video.”
Enter a
name for your campaign. Make sure you have also checked the “Video” type from
that drop-down menu as well.
Then
select “In-Stream or video discovery ads” to make sure your videos will be in
TrueView format.
Set your
budget per day and your delivery style. The latter will be either standard,
where your ads will show evenly over a period of time, or accelerated, which
shows the ads as quickly as possible.
Now,
decide where you want your ads to appear. With “YouTube Search,” your ads will
appear in search results and on the YouTube home page, channel pages, and video
pages.
With
“YouTube Videos,” your ads will appear as in-display or in-stream videos.
With this
option, you can also choose to show your ads on Google partner sites, apps, and
the Display Network.
You
should try some ads in both YouTube Search and YouTube Videos so you can see
the difference each ad makes.
Define
the location where you want the ads shown. You can also exclude certain
locations if you want.
Your
YouTube ad is now ready for publication—and ready to net you some potential
clients!
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