YouTube it’s not just a social media, YouTube is a search engine. And it is the second largest search engine in the world behind Google. Combine this with the soaring popularity of video content and we have a powerful tool for advertisement. In this article, we will explain the importance of investing in YouTube Ads in 2022 and how you can do it.
Why should businesses invest in Youtube Ads?
1. Enormous Reach
YouTube has 14.3 billion visits per month! And 70% of people admitted to buying from a brand as a result of seeing it on Youtube. By running YouTube Ads, you can reach an enormous audience of heavily engaged users looking for more information about products and services just like yours.
YouTube only charges you when someone watches your ad or performs an action. This pay-per-view or pay-per-action model is perfect for businesses on a budget. Moreover, on average, businesses’ YouTube ad costs between $0.10 to $0.30 per view or action, which is quite affordable compared to other video advertising options.
Youtube also gives you the opportunity to test your ads by setting a small budget. This option contrasts with traditional video advertising options, such as TV commercials, where you have to make a huge investment up front to show your ad. With YouTube ads, you can simply start with a small amount of money to test your ad’s effectiveness.
3. Advanced Target Options
The targeting feature is common among most digital advertising platforms, but it’s worth mentioning that YouTube offers a wider variety of microtargeting options, allowing you to narrow down who sees your ad.
This can include targeting demographics such as age, gender, parental status, household income, location, interests, and life events, among others.
In what concerns interest you can narrow your range to only target very specific interests. You can also choose to target in-market audiences.
All these options enable you to target your ad to people that are relevant to your product or service with more precision than on other advertising platforms.
4. Few Ad Blocks
Ad blockers are becoming ever more prevalent. Depending on their age and level of technological sophistication, your target audience can be using block ads, which is one of the main issues with display advertising.
However, with Youtube ads, you can reduce this problem. People can still block ads on laptops or desktops, but smartphones and smart TVs have fewer blocking capabilities. And these platforms represent 77% of Youtube viewing time.
Types of Youtube Ads
> In-feed video ads
In-feed video ads are ads that appear as Youtube video suggestions (with thumbnail, title, and description) alongside other Youtube videos that are not ads. They are always marked with a yellow tag that says “Ad”.
They can appear in places such as the top of the YouTube search results page, the suggested videos section on a YouTube video’s watch page, or the homepage of the YouTube mobile app.
This type of Youtube Ad provides a better experience for the user because they’re way less intrusive since they don’t interrupt or delay the video the person is currently watching. They’re simply a suggestion in which the user may be interested. Since video discovery ads are less intrusive, they can improve brand awareness and favorability.
TrueView In-Stream Ads (Skippable Ads)
Skippable in-stream ads play before, during, or after other videos as well as on sites and apps that run on Google video partners. After 5 seconds, the viewer has an option to skip the ad. This type of ad can be viewed on a computer, mobile device, TV, and game console.
The key advantage of skippable in-stream ads is that you can choose CPV bidding, this means that you won’t be charged for it unless a viewer watches 30 seconds of your video (or the full duration of the video if it’s shorter than 30 seconds) or interacts with your video, whichever comes first.
With Target CPM, Target CPA, and Maximize conversions bidding, you pay based on impressions.
Non-Skippable In-Stream Ads
No-skippable in-stream ads are video advertisements with 15 seconds (or shorter) that can’t be skipped by the viewer. They can also be played before, during, or after Youtube videos as well as on sites and apps that run on Google video partners.
This type of ad uses Target CPM bidding, so you pay based on impressions. You should use non-skippable in-stream ads for reach and brand awareness campaigns.
Bumper ads are 6 seconds (or shorter) and can be played before, during, or after another video. Viewers don’t have the option to skip the ad.
This type of ad is indicated to brand awareness and reach campaigns because you can reach viewers broadly. But remember that these ads are only 6 seconds long, so you should create short and memorable messages for this type of ad to work.
This type of ad works different across devices:
- Desktop: the video ad appears at the top of the Youtube home feed and the ad auto-plays without sound for up to 30 seconds. After the autoplay, the main video defaults to the video thumbnail. When people click on the video or click on the thumbnail, they’re taken to the YouTube watch page for the video.
- Mobile: the video ad appears at the top of the YouTube app or m.youtube.com home feed and the ad auto-plays without sound for up to 30 seconds. The mobile video Masthead ad features a video thumbnail, customizable headline, description texts, and an external call-to-action (CTA).
- TV Screens: the video ad appears at the top of the YouTube app for TVs and the ad auto-plays without sound for the full duration of the video. After autoplay, the main video defaults to the video thumbnail. When people click on the video or thumbnail, they’re taken to the watch page for the video to watch full-screen. You can’t add a CTA.
Masthead ads are only available on a reservation basis and you’re charged on a cost-per-thousand-impressions (CPM) basis. This type of ad is recommended when brands want to drive awareness for a new product or service or reach a massive audience in a short period of time.
Tips for Optimizing Your Youtube Ads
1. Define your goals and metrics
The first step to creating a successful ad campaign is defining the goals. The goals are important to create the campaign strategy and tactics and it will also be important to measure the success of the campaign.
When analyzing the effectiveness of your ads, there are four main categories of metrics you can track: views and impressions, audience, view rate, and conversions.
2. Take advantage of targeting options
As we have already mentioned, Youtube has great targeting capabilities, so take advantage of the options that the platform offers.
You should try to narrow your target audience as much as you can and for this, you need to know your ideal audience. After all, you want to show your ads to people who are likely to engage with them.
3. Hook your audience immediately
Getting your audience’s attention in the first few seconds is essential for the success of a Youtube ad! Otherwise, people are likely to skip the ad. But…
How to hook your audience’s attention immediately?
For example, you can ask a rhetorical question related to a problem of your audience for which you will offer the solution through your product or service. You can also start telling a story that makes the audience curious in the first few seconds.
The music and image of the video can also be decisive. The first few seconds of your video should have a quick and dynamic action to grab the audience’s attention.
4. Create an attractive thumbnail image and catchy title and descriptions
The first seconds of the video are very important to skippable ads, masthead ads, and bumper ads. But for in-feed ads, you need first to make the audience click to watch your video. Thus, you need to create an attractive thumbnail image. Your title and description should also be catchy to make the audience curious.
5. Create compelling videos
Alright, now that you have your audience’s attention, how can you optimize your ads to achieve your goals?
One of the essential points is to create a compelling video. Your campaign goal will determine the content, but there are a few things that you should always consider:
- Be creative: create videos that are different and that will amaze your audience.
- Show the benefits: your ads should always highlight the value of your products or services.
- Use social proof: show the results or testimonials of people that like your products. This is one of the best ways to convince the audience.
- Tell stories: this is the best way to connect and engage with your audience.
6. Include clear calls-to-action
You managed to capture the audience’s attention and they watched your video ad. Now all that’s missing is a call to action.
YouTube enables you to include call-to-action overlays that link to a URL. Use this option to create a clear call to action that will lead the audience to behave according to your goals.
To Sum Up…
Youtube works as a search engine and it has a large active audience, being for these reasons a great platform to invest in ads. Moreover, Youtube targeting options enable advertisers to narrow the audience and show the ads only to people that may be interested in their products and services. However, keep in mind that you need to create compelling ads in order to run a successful campaign on Youtube.