July 16, 2020 | Article | by REQ Marketing | Advertising
What You Need to Know to Start Advertising on YouTube
YouTube advertising uses Google Ads to get your video advertisements in front of thousands of targeted users.
Video content is powerful. YouTube is second only to Facebook in the number of active users and reaches more people in the 18–49-year-old demographic than any cable network in the US. Every month, two billion people around the world use YouTube.
The Three Types of YouTube Ads for Video
Video ads are the most effective way to reach your audience on YouTube. They can help you build a brand on the platform. It’s important to understand each ad type before creating your first YouTube marketing campaign so you can tailor your ad to fit the format.
There are three types of YouTube ads for video:
- TrueView (skippable) ads
- Non-skippable in-stream ads
- Bumper ads
TrueView ads are the main advertising format on YouTube, giving users control for limited costs.
TrueView ads are versatile. You can advertise through how-to videos, demos, video testimonials, and more.
There are two kinds of TrueView ads: in-stream and discovery.
TrueView In-Stream Ads
TrueView in-stream ads play before the chosen video. You can customize in-stream ads with calls to action and text overlays.
If a user skips a video quickly, you don’t pay for that ad. That gives you a few seconds of free advertising on an enormous social media network. With TrueView ads, advertisers only pay when users watch for at least 30 seconds, watch an entire short video, or click a call to action.
With an in-stream ad, even a skipped ad can boost engagement.
TrueView Discovery Ads
TrueView discovery ads are the recommended videos that pop up on the YouTube homepage, on the right-hand sidebar, or as related videos on the search page.
Users see a thumbnail image and up to three lines of text. If the ad catches a user’s attention, they can click to watch it. Since users opt-in, discovery ads can be videos of any length or type.
Both kinds of TrueView campaigns are low risk and offer high reward.
Non-Skippable In-Stream Ads
Non-skippable in-stream ads are similar to TrueView in-stream ads, except viewers cannot skip them. These ads can play either at the beginning or in the middle of a video. To keep users happy, YouTube limits these videos to 20 seconds or less.
Advertisers pay a fee per thousand views for these ads, so accurate targeting and careful testing are crucial.
Bumper ads are short, non-skippable videos that play at the end of a YouTube video. They max at six seconds long. Advertisers pay per thousand views.
Bumper ads are too short for stories, testimonials, or product demos. They are ideal for targeting mobile users and reinforcing the brand message expressed in other ads and longer videos.
YouTube Ad Placements: Display
In addition to video advertising, YouTube offers display ads. If you want to market through YouTube but don’t have videos ready, you can advertise with overlay ads, display ads, and sponsored cards.
YouTube Overlay Ads: These ads show a text or display in a banner at the bottom of a video. Advertisers can use them to direct users to a link or a call to action.
Display ads: These ads appear above the video suggestions list on the right sidebar.
Cards and Sponsored Cards: Cards are small pop-ups that invite users to click. They add interactivity to your videos.
Key to a Successful YouTube Marketing Campaign
Users respond to video campaigns that tell a relatable story. Videos should offer more than just information. A good advertiser seeks to provoke a target customer’s interest quickly.
The key to a successful YouTube ad strategy is to measure your success with analytics.
Under the analytics in your YouTube account, you can track:
- Which ads are viewed the most.
- How long customers watch them.
- The moment customers stopped watching.
- Which ad formats perform.
To dive deeper into your video campaign data, connect your YouTube account with Google Analytics to get the most from your YouTube advertising investment. Over time, you can refine your YouTube ad targeting to maximize return.
As a Premier Google Partner, REQ leverages Google Analytics and more to advise clients and implement digital advertising strategies across channels including YouTube. Talk with us about how we can help you craft a YouTube digital advertising strategy to drive your goals.