You spent months perfecting the script, the storyboard, looking for the right talent, shooting, and editing. The end resulted? A successful brand or a product video for your Youtube Channel. With all that time invested, you can not stop just inserting the video on a home page or sharing it on social networks and waiting for someone to see it.
While the great content is meant to be found, it is also important to be proactive in gaining attention and educating prospective clients and those who are not familiar with your brand. Running a series of YouTube ads is a way to make sure that more of your target audience finds the video content they’ve produced.
And with new formats and tracking capabilities, you can also use this information to report your ROI. The fact is that advertising on YouTube is very different from running a PPC or paid social campaign. There are specific creative restrictions and a lot of options for this platform, and you need a basic knowledge before looking for your next video project to take full advantage of the payment possibilities.
Google announced that it would make changes in AdWords to allow advertisers to reach more viewers on YouTube, especially through mobile devices, where 50% of YouTube visits are carried out. Among the changes that were implemented, possibly the most important announcement was that advertisers will soon be able to target viewers based on their Google search history, as well as their viewing behaviors that YouTube already pointed to.
Advertisers can now target ads to people who Recently, I searched for a specific product or service to guide the video ads that will be published on the platform. If the content of a video ad is closely related to a search that the viewer has been investigating, you are more likely to see the full ad or click on the ad on the website.
Keywords are relatively less expensive to target on YouTube than traditional Google search: views cost an average of $ 0.06 per click on YouTube, compared to the average Google search cost per click, which is estimated to be between $ 1-2. When YouTube’s targeting includes search history, it can be a more cost-effective way to target your audience with a more compelling form of content: video.
The 3 types of YouTube video ads
There are three key types of video ads where you can invest in YouTube: TrueView, Preroll, and Bumpers.
1. TrueView ads
TrueView ads are the standard video ad type on YouTube. Advertisers only pay for TrueView Ads when viewers watch or interact with their ad (for example, by clicking on a call to action), and videos can be easily customized to share a variety of content.  Advertisers only pay when a user watches the ad for at least 30 seconds or until the end of the video or if the viewer performs an action, such as clicking on a call to action. YouTube requires that skippable TrueView ads be between 12 seconds and 6 minutes in length and that TrueView ads that can not be skipped are between 15 and 20 seconds in length.
There are two types of TrueView ads with which you can optimize your YouTube channel:
a. Video Discovery Ads (previously mentioned in-display ads)
Video discovery YouTube ads appear on the YouTube homepage, search results pages, and related videos on YouTube video pages.
These ads appeared after performing a search on YouTube:
This graphic ad appears as a related video in the right sidebar of the video:
Once a user clicks on the ad, the destination video page shows a place in the right column where a companion banner is displayed ad will appear.
b. In-stream ads
TrueView in-stream ads are played before someone sees the video you selected on YouTube. Viewers sometimes have the option to skip the ad after watching it for five seconds. You can also have them play anywhere on the Google Display Network (GDN) or on sites that purchased Google video ad space.
In-stream ads allow marketers to customize video ads with different CTAs and overlay text, as highlighted in the Salmon in-stream ad example that follows Grammarly.
2. Preroll ads
This is what another can omit Wix’s in-stream ad looks like. In this example, there is another Wix CTA at the top of the video menu screen on the right:
They can be played before, mid-roll or after the main video. These are called Preroll ads and can last 15 to 20 seconds.
Here is an example of a video ad that can not be skipped before the main content on YouTube:
There are also non-skippable half-roll video ads, appearing in the middle of a YouTube video that is 10 minutes or more in length.
What Preroll videos can include?
Pre-synchronization ads give you as much freedom as TrueView YouTube ads in your content assignment. You can include people, dialogues, audio and more elements that you think best represent your brand in 15 to 20 seconds.
Because pre-displaced YouTube ads cannot be ignored, these videos are best created with a call to action (CTA) so you can optimize the viewer’s attention. In other words, encourage visitors to click on your ad and receive something in return. Maybe you have launched a new product or promoted a great event this season and are looking for subscriptions: use this pre-roll ad to get those clicks.
Keep in mind that YouTube sells Preroll video space on a pay per click (PPC) basis. Make it worth the click.
Bumpers are the third and shortest type of YouTube video ad available to you. With only six seconds per bumper, these ads appear before the video chosen by the viewer.
Bumper’s video ads obviously cannot tell a good enough story in just six seconds, but they are a great addition to larger video campaigns at a launch or event of a new product. Just make sure to use these six seconds wisely and include only the components of your brand that you want your audience to remember.
How to set up and launch a YouTube video ad campaign?
Once you’ve created a marketing video If you want to advertise on YouTube, it’s time to create your video ad campaign. Then, upload your video to YouTube.
Now you are ready to set up your YouTube advertising campaign.
1. Campaign Creation- Go to your Google AdWords account to set up your campaign.
2. Type of campaign – Touch the drop-down menu on the right side of the red “+ Campaign” button on your Google AdWords Home Page and select “video.”
3. Name of the campaign – Enter a name for your campaign and make sure that Video is selected in the Type drop-down menu.
4. Budget – Set your budget per day. You can also select a delivery method, either the standard delivery, which shows the ads evenly during the day or the accelerated delivery, which conducts views as quickly as possible. The latter would be useful if you want to capitalize a trend or relevant news for the video of your brand.
5. Creating the video ad creative – Give your YouTube ad group a name and then insert the YouTube link for the video for which you want to run the ad. Next, you will choose whether you want this to run as an in-stream ad or a display ad.
6. Making an offer – Next, determine the maximum price you will pay for each view, which you can adjust to increase the number of projected views your video can receive.
7. Related or Featured product – YouTube mocks with a small “i” symbol, which the viewer can click to expand. You can synchronize this appearance so that only users who participate in the video and content can see the notification.
With the cards, you can display a related or featured product in the video to generate product purchases. You can also use cards to make fundraising donations, traffic to a URL or traffic to other videos. Each format will allow you to customize the card with text, images, and other options.
8. Define Target Audience – Create a final screen to direct subscribers to your YouTube channel, promote your social networks or increase interest in your brand. If someone has watched a video until the end, it is a good sign that they enjoy their content and that they might be interested in subscribing to their channel for future updates. Once you build the image, you can annotate the final screen in the YouTube video editor.
Depending on your target audience, you may also want to include transcripts in other languages. You can also offer users the option to download or visit a page of the site with the full transcript in the description of their video.
9. Rate the viewers – Sometimes, your ad will be seen by people who have no interest in your product. Encourage them to skip the ad if the content is not relevant so you do not have to pay for the view and do not waste time looking at irrelevant advertising.
10. Consider making your ad more extensive – When it comes to TrueView Ads if the ad has less than 30 seconds, it only pays if a viewer watches until the end. If the ad has more than 30 seconds, you pay if the viewer watches it for at least 30 seconds. In both cases, you pay if the viewer interacts with your ad before it ends. Consider this when you come up with ideas for the content of the ad. You may want to place the messages at a certain point so that the disinterested viewers can skip the announcement, or you can offer special offers at the end of the video.
The future of the video is brilliant
We have told you before: Video content is an essential part of your content strategy. This is even truer now that YouTube allows marketers to target users based on their search histories. YouTube advertising is more targeted than ever and is a less competitive real estate market than the world of Google Search because video content is newer in the content scene and less popular than blog posts. To know more about Youtube Marketing read our blog on”The Beginner’s Guide to YouTube Marketing for Small Businesses“
Stay tuned for more information on how to improve video ads for YouTube and social networks, and where we think YouTube marketing is headed next.