YouTube is one of the most popular video streaming platforms out there, with millions of users visiting the app or website daily. I’m sure you’ve heard and visited YouTube before, watching a few videos for your information or entertainment! And when watching, have you ever had the video stop to play an ad, or see banners as you navigate?
As irritating as it may seem, it’s actually the reason why YouTube is free and continues to thrive with amazing content creators! And let’s face it; these advertisements have actually been quite effective in garnering interest and sales.
If you’re a business who wants to begin getting yourself out there for more engagement, then read on! I’ll be showing you how to advertise on YouTube successfully.
The Benefits of Advertising on YouTube
Before anything else, let’s first learn about WHY it’s beneficial to start collaborating with YouTube for advertising and marketing. With video consumption now becoming more popular, there’s no doubt as to why advertising works well on YouTube!
Here are some of its benefits:
Reaches a Huge Audience
What’s great about YouTube is that there are up to a billion users each month, and thousands or millions of them can be part of your target audience. Your ads can reach thousands easily. And what makes it even better is that you have the ability to select the audience to view your ad. It isn’t just random selection, but choosing viewers based on their gender, age, interests, and even their viewing devices! You can reach millennials using YouTube ads too!
Durability and Affordability
Through using YouTube for advertising, you have the option to select when and for how long your ad can run. This means that it can run indefinitely as long as it continues to reach your maximum budget. There isn’t any expiration date and can go on for as long as you want. Furthermore, it’s very affordable! You don’t need a huge budget to advertise, as it has flexible rates based on pay-per-view or click. You can set the maximum budget and it notifies once it’s been reached.
Adjustable and Measurable
I really admire and appreciate the fact that you can adjust your YouTube ad campaigns the way YOU want it. You learn to adjust the target audience, your ads itself, as well as other aspects, to further tailor the ads the way your target audience wants and responds well to. Another thing I love about YouTube advertising is the fact you can measure the ad’s success through analytics reports, which are for FREE thanks to Google AdWords. You get information such as the people who see your video, the customers who found your business through the ad, and also more details on where the people who view your video are from.
Can Be Shared
Through advertising on YouTube, you’re able to create enticing videos to show off to the community. It gives you the opportunity to engage with your customers, growing your business. Viewers can choose to share your ads or business with other people, which expands the reach of your ads. That means you’ll be able to get organic traffic from people who share your ads to other people. It can even give you more engagement and potential customers in the long run.
Effective Results Afterwards
Once you have your video campaign up, you’re able to reap the benefits it has to offer. You can develop connections and interact with potential clients authentically and meaningfully. Creative ad campaigns can motivate people to choose to work or purchase from your company.It also gives you customer feedback, seeing who responds to your ads and what you can do to improve its effectivity. And remember, video converts better compared to other kinds of ad types.
How Much Does It Cost to Advertise On YouTube?
Now that you’re familiar with why it’s beneficial to advertise on YouTube, how much does it take to do so? There isn’t an exact price actually, as there are different variables which make the cost different.
There are also different kinds of ad placements to avail from YouTube, such as:
- In-Search- Ad shows above your YouTube search results
- In-Slate- Ad shows in the suggested videos after the video ends
- In-Display- Ad shows on suggested videos while watching a video
- In-Stream- Ad plays before or during watching the video
Again, the prices depend on the type. In-display ads are more expensive, while in-search ones are cheaper. It can range between 10 to 30 CENTS per ad you place.
But that’s not all you pay, as you also have to take account of the following factors:
- The number of people who view your ad
- The number of people who view the YouTube video with your ad in it
So for example, if you want to share your ad to at least 10,000 viewers at a price of 30 cents per view, then that would be around $3,000. A slightly steep price, but with its excellent advantages and the rich advertising strategies, it can pay off in the long run! (http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/)
How to Advertise on YouTube Successfully?
So, how exactly does one begin advertising on YouTube anyway? While it’s simple to link your ad to YouTube videos, creating the advertisement to make it enticing AND adjusting the settings is the difficult part! That’s why I separate different steps in sections so you’re able to know how to advertise on YouTube with the effective ads that target your market.
Learning the Types of Ads
I mentioned above the four kinds of advertisements, but I want to go in-depth with what the three main ones are so you know which is best for you:
These are your typical video ads on YouTube, which are only paid for when viewers watch or interact with the advertisement. Advertisers pay when users watch the entire advertisement or if the ad is clicked on. Skippable ads can be between 12 seconds to six minutes, while non-skippable ads are 20 seconds long. (https://blog.hubspot.com/marketing/youtube-video-advertising-guide)There are two kinds of TrueView ads:
- Video Discovery Ads
These are IN-DISPLAY ads, which show up on YouTube’s homepage, search results, and other related videos. The ad appears after making a search or as a related video on the sidebar while watching the video you selected to watch.
- In-Stream Ads
These are played before watching a video, which can be skipped after five seconds. You can also choose to place your ads as overlay text on the side of your video advertisements for a call-to-action.
TrueView ads can include anything retrieved with permission or were royalty-free. But I highly recommend that you do NOT use standard commercials, which would be skipped by viewers in a heartbeat. It’s better to tell a story in the video to make it enticing.
Case studies, anything with empathy, or something entertaining is best. When the ads run, you can now gain information on the affectivity of the ad.
- Video Discovery Ads
These are in-stream ads that you can’t skip. These can be played before, during, or after the video viewers watch, usually 15 to 20 seconds long. You had the freedom to select the type of ad you want to post, and I recommend that you create an ad which represents your brand for the short duration of time given. It’s best to have a call-to-action as well since the ad can’t be skipped. These are sold on a pay-per-click basis.
These are the shortest types of video ads you can use for advertising. They only last for six seconds, playing before the chosen YouTube video plays. While you can’t tell a good story within six seconds, it’s great for advertisers to use for product launches or event announcements. Make sure to add everything you need from your brand without it being too overwhelming.
Setting Up and Launching Your YouTube Video Advertising Campaign
Now that you chose the type of YouTube ad you’d like to avail, how can you start posting your ad for your target audience to view?
Here are the steps to follow:
Create A Google AdWords Account
The first step is to create a Google AdWords account for your business. Add all information required and when done, visit adwords.google.com/video to create new video ad campaigns. When placing an ad on YouTube, make sure that your Google AdWord and YouTube account are linked together. You can do this by selecting “linked YouTube accounts” on the navigation menu.
Selecting the Budget
Before uploading your video, you can choose the general settings, such as the budget you have each day. I suggest that you start off with a small budget, scaling higher once you’ve more familiar with how to work it and the results it reaps. Again, the ad budget is about 10 to 30 cents per view and/or click, so your maximum budget should be based on how many people you want to target.
Set the Location
Next up is to select the areas where you want the ad to appear. You’re able to select countries, cities, regions, as well as ZIP codes and certain IP addresses. You can be as broad or specific as you want, though I recommend that you become more specific to really reach a target audience. While being specific for small business with physical stores helps, brand awareness will be better for broader locations.
Upload the Video
Select the video ad you’d like to show, uploading it to your account via YouTube. To do this, click on the drop-down menu located on the right side of the screen, selecting on the +Campaign button. Select video then name your campaign. Name the campaign for better monitoring in the future, then select how you want your video to be shown (in-stream of the bumper). Make sure that you have a good title and description for it, making it enticing and memorable to take action from. If you haven’t created a video yet, I’ll be showing you how in the next section.
Adjusting the Advanced Settings
This part gets more specific with when and how you want your ads to be placed. You’re able to select both the time and day you want the ads to show (this is important if you want to get a wider reach, depending on the times your target audience would usually use YouTube). (https://searchenginewatch.com/sew/how-to/2269060/how-to-start-youtube-advertising-in-9-steps)It’s best to choose times other than those between midnight to 6 AM, focusing on the target audience’s lunchtime or whenever they’re most likely to browse through YouTube.You can also select where your ad appears, may it be on the search engine of YouTube or on videos. I suggest that you create separate advertisements for search engines and videos, which helps track the metrics of performance.
For more in-depth settings, look into device targeting, which displays your ads in specific gadgets, whether it’s through PC, laptop, phones, tablets, and others. For example, if you plan on releasing a PC game, then focus on posting the ad on desktops or laptops. Take note that there is also a bidding targeted for your chosen device, so you can increase visibility on specific gadgets if needed.
Who Exactly Is Your Target Audience?
There are over factors and choices you can select when specifying your target audience. through selecting the target’s age, gender, language used, and the type of topics they search, you have more of a chance of getting positive engagement.You can actually select the various categories, words, interests, phrases, and websites your ad shows up for. It may be surprising for viewers to find something relevant to what they want or need, but it’s a win for businesses like you!
Selecting the Keywords
Next up is to specify what kind of keywords you target, which is what your audience will search for when on YouTube. You can do your keyword research for better results by using the Google Keyword Tool, which helped you find the relevant terms and phrases quickly.While these come from the Google search engine, they are still relevant to use for YouTube, helping you target your specified audience rather than engage with the “wrong” viewers. After that, let the video upload and post it for the world (or specifically, your target audience) to view!
How to Create a Great Ad Campaign on YouTube?
We’re familiar with how beneficial advertising on YouTube is. However, this only works if you create an attractive and enticing ad campaign for people to take action on. How do you do that?
Here are the different tips and requirements to take note of:
YouTube’s Ad Specs and Requirements
Depending on what kind of ad you’re running, there are specific dimensions and durations. (https://blog.hootsuite.com/youtube-advertising/) This is the quick rundown on the specs of each ad campaign:
This is the standard ad YouTube will play (and what many businesses choose). Because your videos will appear in various formats (depending on the device people watch it from), YouTube creates the basic specs to make it watchable for all devices and for any video ad types (TrueView, non-skippable, or bumper).
- Video Codec: MPEG-4, MPEG-2, H.264
- Audio Codec: MP3 or AAC
- Resolution: 640×360 or 480×360 (either 19:9 or 4:3 aspect ratio)
- Frame Rate: 30fps
- File Size: Any up to 1GB
These are ads that only require one image, which appears on about 20% (or less) of a video. If you choose to post an animated image, then you can loop this for up to ten seconds.
- Dimensions: 480×70 px
- File type: JPG, PNG, GIF (can be static or animated)
- File size: Maximum of 150KB
You can make your display ads in GIF format, though it’s best that these animations are less than 30 seconds. For ads that have a white or black background (even in just partial areas), it needs to have the recognizable border, highlighting the clickable area of the ad.
- Dimensions: 300×250 px
- File type: JPG, PNG, GIF (can be static or animated)
- File size: Maximum of 150KB
Select an image with displays your product or service, then come up with a good call-to-action to pair it with, making it a more effective ad.
- Dimensions: variable but usually a 1:1 aspect ratio
- File type: JPG, PNG, GIF (can be static or animated)
- File size: Maximum of 2MB
The Best Practices When Advertising on YouTube
You can know all about the specifications, requirements, and the steps to take when posting a YouTube ad. But this is just one aspect to learn about to reap its benefits. Check out these helpful tips when creating ads on YouTube, may it be a video, static image, or animated file.
Produce Relevant and Interesting Content
This is the top piece of advice you have to follow. Make sure that the content is engaging and will have customers want to take action on it! It’s important for ANY type of content creation, as this entices potential customers and has them visit your brand. Make it interesting, into the times, and something viewers will want to watch AND share.
Set Your Goals
Before launching or even creating the ad campaign, you have to set the reasonable goals and what success you expect from it. Set the budget and figure out how much you need to sell in order to make a profit after the advertising. Your goals can range from the sales and income, down to the subscribers or views your website and channel gets.
You shouldn’t only show ads to people based on YouTube targeting alone. I also suggest that you market to people who have viewed or interacted with your business already, which encourages them to come back for more. They know better than people who haven’t even touched your website, increasing the chances of engagement after viewing the ad campaign. (https://www.oberlo.com/blog/youtube-ads-beginners-launch-first-campaign)
What a lot of companies forget when creating ad campaigns is the frequency capping. This helps you limit the number of times a person would be shown your advertisement. This helps prevent viewers from being irritated in seeing the same ad, which can cause negative feelings towards your brand. It also prevents wasting your ad views (and budget) on the same people who have already taken or don’t take action.
Personalize Content and Add Interactive Elements
Ads make up a huge part of our everyday life, to the point that we don’t remember what ads we see or even click through them without noticing. The advertisements that are remembered and shared are the ones that stand out and can relate to the people. Make sure that your ads are personal for your audience, which helps them relate to your company. Also, remember to add call-to-action at the end or other interactive elements to the ad!
As humans, we had strong emotions over many things and also follow trends of today and tomorrow. Businesses are so prepared to the point that they know where their target audience will be during the day and what they’ll be doing in the near future, from watching the fame down to rest on Sundays. That’s why you need to make sure that the content you post is on the right time and caters to today’s trends and events.
Create Segment Campaigns
Last but not least, remember to segment campaigns and make it more relatable, connected with your business’ niche. This is because having a too-generic ad wouldn’t create a huge impact on people. Run through the user flow, which helps you identify how to segment the audience well and create the clickable and shareable content future viewers and potential customers will appreciate the heck out of in the future!
Using hashtags in your add can create a viral moment. Learn more on how to use hashtags effectively.
Wrapping It Up
You’ll be surprised to know that companies, big and small, have found success in advertising on large social media platforms, including YouTube. With smart marketing strategies, you can reap the benefits it has to offer, too!
Hopefully, this article on how to advertise on YouTube fully explained to you the steps to take. So don’t wait any longer and look into advertising there today!
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