It is no secret to anyone that video is the content format that has grown the most in recent years. Thus, it grows more every day and in addition to functioning as an excellent source of information and entertainment, it is also great for advertising.
For its part, the most popular platform for consuming this type of content, without a doubt, it’s youtube. Which has millions of users worldwide and today is estimated as a great way to carry out advertising campaigns.
That is why, in this post we will focus on everything that includes advertising on this social network, taking into account its pros and cons. Also, we will teach you the step by step to follow to create a successful campaign on YT and many other tips.
What are “Youtube Ads” or YT ads and how do they work?
In view of that YouTube is the second most used online search engine in the worldYouTube Ads are and have become the main tool for brands, businesses and companies that want advertise your products or services online. Thus, advertising campaigns directed and committed to users who are part of the online environment.
In this sense, it is worth noting that many years ago, YouTube social network it simply functioned as a platform on which videos of all kinds were shared. But, after that, it became the largest audiovisual content platform in practically all countries; so it is considered totally ideal for use it as a propaganda toolregardless of the type of business.
In such a way, the yt ads They are in charge of helping small, medium and large companies to position themselves as a reference in their sector and thus achieve generate more conversions. Like gain more engagement and improve the image of your brand.
Regarding its operation, We indicate that YouTube Ads are created through the video you want to offer, where the products or services you offer will be evidenced. This, after creating an account on said platform. Added to this, one of the most interesting points is that YT Ads allows you segment the public to which you direct your campaign and also decide where and when will the video in question come out.
Advantage
Thanks to the fact that YouTube is considered the main video platform that users turn to around the world; of course, provides valuable advantages when carrying out an advertising campaign there.
Here are the most important pros:
- wide coverage: By running an advertising campaign on YT, the platform guarantees that you can reach a very wide audience. Since, on average, a person spends around 40 minutes on the platform to watch videos.
- You can have more interaction with users: Because this social network is compatible with both computers, mobile phones and tablets, you have the opportunity to easily interact with your potential customers and create a stronger bond with them based on the emotions that you can generate with your marketing video. promotion.
- It provides you with tools for the analysis of results: As YT has its own tools for this, you can easily observe the performance and analytics of your channel. Although it is true, said tool is about “YouTube Analytics”.
- Allows you to differentiate yourself from your competition: YouTube Ads offers you the great opportunity to stand out using advertising videos that undoubtedly make a difference and generate a greater commercial impact.
- Cheap advertising costs: Regardless of the sector, YT Ads are much cheaper, compared to advertising done on other platforms.
Disadvantages
Even though it is a highly visited online platform and generates good advantages when using it as an advertising channel, it also reveals certain disadvantages that must be taken into account.
These are:
- Presence of the dreaded trolls: On YouTube you can find various users who criticize you and try to minimize your publications with the aim of destroying. The best for this is Do not fall for provocation and always be polite in order not to damage the image of the brand (that is what they are looking for).
- There is censorship and plagiarism: Although there is relative freedom of expression, when advertising on YouTube you must accept some policies with which, in a certain way, you can be self-conscious (even if you think you are going to publish something suitable for all audiences). On top of that, you are susceptible to plagiarism, because everyone has access to your videos.
- You just have to generate interesting content: It is relevant that you tell interesting stories and provide brilliant information to your potential audience. Since, if you have a good number of follower users, but you do not guarantee quality, it will not help to achieve success.
- You need to constantly feed your YT channel: Make sure you provide direct and up-to-date information to your customers, through numerous videos with news. Otherwise, you will lose influence quickly.
How to create an effective YouTube advertising campaign step by step?
Surely, now you are wondering what is the way to create a truly effective advertising campaign and for this, here we indicate each step to follow so that you can ensure success quickly:
select your goal
To get started, the first thing you should do is go to the section “Bells” and press the circular blue button that shows a sign “+”. With this, they will show you all the types of campaigns that you can do on YouTube and in this case, you must click on “Video”.
Subsequently, two types of objectives appear that you should choose according to your requirement and after that, they will offer you some configuration options and others to guide you during the process to create the campaign.
These objectives are:
- Consideration of the brand and the product: Indicated to attract customers who buy a certain product on your website.
- Brand awareness and coverage: It allows you to increase brand awareness and get your advertising to be seen by many people.
Configure and adjust the advertising campaign
This is the most key point when segment the campaign according to your requirements and preferences. To do this, you must configure the following options attached to your objectives and economic scope:
campaign name
The first thing is to indicate the differentiating factor of your advertising campaign, that is, the name that it will have. It is important that it be an identification that can define your campaign clearly, precisely and concisely. That is to say, let you know what it is even and without having seen it completely.
Budget
Another of the most valuable options to specify is the budget. At this point, you should determine what you are willing to pay for your YT campaign, whether it is daily or monthly. In addition to this, you must also select the “form of publication” What can be: Standard or Accelerated.
In case the budget you have set is not very increased, we recommend you choose the option “Standard”, so that the ad display throughout the day.
Start and end date
According to the strategy that once you have designed, you have to also specify the duration of the campaign. Since, if you do not fill in this field, it is most likely that you forget to stop it and, therefore, it will continue to consume the budget that you have assigned, thus causing you more expenses than what you had originally scheduled.
networks
In this section, you can choose where you want your advertising videos to be displayed and for this, as you will see, you have three options:
- YouTube search results: Will be displayed when users use YT’s own search engine.
- Youtube videos: This makes the ad appear while people are watching other videos.
- partner network: It is used if you prefer to broaden your audience and reach other people who are outside the platform, that is, browsing sites on the display network.
Languages
This is an option that gives you the ease of choose the language of your target audience And of course, it must be the same language in which the video that you are going to show in your advertising campaign is recorded. Otherwise, customers will not understand the content and the marketing strategy will fall apart.
locations
This section is one of the most important to segment your target audience, thanks to the fact that it allows you determine the geographical location to which you want to direct your adsin order to get a better answer.
Therefore, if you are dedicated to providing a specific service or selling a product in a certain city, it is essential that you only choose to have said ad displayed there (With the option “Enter another location”).
On the contrary, if it is an online store, it is significant that you expand the coverage and select the entire country (As in this case we select “Spain”).
bid strategy
At this point, YT Ads allows you to select the different types of bids that exist. So, in case what you want is gain visibilitywe recommend you choose the option to bid for “max cpm”.
Now, in case you prefer use skippable Discovery or In-Stream adsit is best to select the bid “max CPV” and thus, the platform will charge you only when users decide to enter your ad.
frequency limitation
Since it is often so annoying for users to see advertisements on YouTube continuously, when creating a campaign, the platform allows you to limit the number of times that the same person sees your ad. So, so that they do not feel fed up with it, the most advisable thing is that selections between 4 and 6t impressions during the day.
content exclusions
From this option, you can specify that your ad not display in certain formats or themes. However, it is worth noting that YT banner ads are usually displayed on very secure videos on the platform.
In this sense, depending on the type of audience you want to target, you can use or deactivate the standard filter. Which, basically, is a tool that allows you to exclude or not certain content from your campaigns, depending on what you consider inappropriate and sensitive (As you will see, you can choose the categories).
ad scheduling
Finally, we find this option that allows you to decide on which days and in which time slots you want to show your ad to YouTube users.
Thus, a very useful tool when you know that you can sell more of a certain product or service in specific days and hours; winning like this, greater effectiveness.
Create your first ad group
When setting up the first part of the ad campaign, it’s time to do the same with the ad groups. Since, generally, within the same marketing campaign, it is necessary to make multiple ad groups with different targetingin order to know which one works best.
So in this…
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