With over 4 Billion views every single day, YouTube is far and away the number one video platform in the world. Taking this audience and using the targeting capabilities of Google AdWords and you are left with a fantastic opportunity to reach new customers all around the world when you utilise YouTube advertising.
There is a lot to be said for the emotional power that comes with using video content and if you are looking to connect with an audience, video content is the best way to engage and showcase your full personality. This is why so many marketers are switching to YouTube advertising from other forms of paid advertising activities.
Statistics offered by Google suggests that advertisers that utilised a YouTube video campaign benefited from an increase of 20% additional traffic heading towards their site. Given the targeted nature of reaching out to your audience, this is not only an increase in traffic; it is likely to be an increase in relevant traffic. This is the sort of traffic that all businesses should be looking for, so using YouTube advertising is a very sensible approach.
Youtube Advertising Explained this guide will focus on:
• The 3 main types of YouTube adverts
• How you should create your video adverts for YouTube
• How to optimise the advert – and your landing page
The 3 main types of YouTube adverts;
With YouTube adverts, which are officially referred to as TrueView adverts, you will only pay when a viewer actually watches your video, which means this style of advert differs from CPC or CPM pricing structures. The video content for TrueView adverts has to be hosted on YouTube but the adverts can be published on YouTube and on other publisher sites, such as the Google Display Network.
Going through the formats for the TrueView adverts allows you the chance to optimise for each advert:
You will likely be very familiar with this style of advert as it is the one that is similar to a traditional TV advert and which plays at the beginning of YouTube videos which have been monetized. These are the videos where viewers have to sit through the opening 5 seconds of the advert and they have the choice to skip to their chosen video or watch the advert. If the viewer watches a minimum of 30 seconds of your advert, you will pay a “cost-per-view” price for this service.
Even if you have existing video content and adverts, it is best to create original content for this style of advert. This is because you want to be compelling right from the start. If viewers are only forced to watch 5 seconds of your video before they can click off, you need to grab their interest and attention within the opening 5 seconds, and this should provide you with the platform for developing your video.
Some optimum strategies you want to follow with this type of video include:
• Make the first 5 seconds count
• Keep the video short
• Tell the viewer not to click off after 5 seconds
• Add a call to action
Analysis indicates that the ad should be around 30 seconds long and it should not be longer than 1 minute, as this time-level experiences an 80% drop-off in viewership. Your video should also have a point, with a call-to-action, and a static screen or call to action at the end of the video, with enough time for the viewer to click, makes sense.
TrueView In Display
This style of advert appears as a thumbnail and text and is located in the right hand side of the page on YouTube in amongst the recommended and suggested videos. When a user clicks on the ad and begins watching the video, you pay a “cost-per-view” price. This style of video is a tremendous way to promote existing video content that you have.
To maximise the benefits of this style of ad, you should:
• Create a compelling thumbnail
• Drive viewers to other content
• Add a call to action
You should upload a clear, attention-grabbing and creative thumbnail to encourage users to click on the advert. You should use annotations to direct viewers to other videos, playlists or even a landing page on your site. You should also make sure that there is a call to action on the video.
This style of advert appears on the search results page on YouTube. It is similar in style to a TrueView In Display ad in that it is great for promoting existing content and in the fact that when a user clicks on the ad and begins to watch the video, you pay a “cost-per-view” price.
You will have the chance to make your own custom headline, with a limit of 25 characters and you can add a custom description, with 35 characters per description line. Given the similarity to the TrueView In Display ad, it is best to follow the recommend practices and strategies associated with that style of ad.
How to start Advertising on YouTube:
Now that you know the different type of YouTube ads, let’s focus on making the ad.
Step #1: Advertising on Youtube with Google Adwords
Log in to AdWords and make your way to campaigns and then click on the button that says “add new campaign” and then you should select “online video”.
Step #2: Set Your Budget
Name your campaign and then input how much money you are willing to pay per day for the campaign.
Step #3: Choose Your Desired Location and Language
Now choose the countries that you want your video to be available in and the languages that you want to be able to access your video.
Step #4: Choose A Video And Select An Ad Type
You can search your videos and then select one or you can input the URL of your YouTube video (ie. http://www.youtube.com/watch?v=XXXXXXXXXXX). You then select the ad format (from the three already discussed) and then you can select whether you want your video to be shown on YouTube, Google Display Network or YouTube search.
The locations where your video can be displayed will depend on the ad format you have selected with an example being that the YouTube search category is the only ad network available if you have selected the TrueView InSearch format.
Step #5: Create Your Ad Copy
You should add your headline, limited to 25 characters, and then add in the description, limited to 35 characters. You will then be able to select your chosen thumbnail and then provide a name for your advert.
If you are opting for TrueView InSearch or TrueView InDisplay as your ad format, you will need to decide whether you are looking for people to watch your advert on your channel page or your watch page.
Step #6: Select Targeting
You should set the maximum cost-per-view that you are happy to pay and Google will provide you with a predicted view per day, which will be based on the cost that you enter. You then get to select your target audience based on gender, age, the video topic and/or the keywords you have chosen.
How to optimise the advert – and your landing page
This is how you optimise your videos to increase the number of conversions you receive.
#1: Optimise the thumbnail
You want a thumbnail that stands out and which is attractive to your audience. Depending on what your audience is or what you are offering, this will vary. Have a look at popular videos in your field or area of interest and see if there is a common theme that stands out.
#2: You need product demonstrations that are compelling
A really good way to leverage YouTube is to showcase the features and benefits of the product you offer. If there is something that your product offers that offer products don’t, or there is a genuine benefit, make sure this is featured in your video.
#3: End in the proper manner
It has been discussed a few times already in the guide but you need to end in the proper manner, and this means with a simple call to action. Google and YouTube are more than happy for viewers to stay on YouTube after they have watched one video so why not recommend they watch another video or that they subscribe to your channel? These are good options but it may be that the call to action is based around your goal for the advert.
If you have a link at the end of the video, make sure this link goes to a landing page that matches the point of the video.
Using these tips will provide you with the chance to drive traffic to your landing page or YouTube channel, helping you to make the most of the YouTube audience.