Have you thought about promoting your products and services on the largest online video platform? With YouTube Ads that is going to be a reality!
It is a platform that definitely cannot be ignored by those who invest in means of payment. After all, we are talking about the being surpassed only by Google’s own search engine.
Also, as you must have already noticed, videos are taking over the internet. And the facts don’t lie: video ads greatly increase your chances of conversion.
Good news for those who want to invest in YouTube Ads: according to 95% of ads on YouTube are viewed to the end, while on other platforms, this average does not exceed 66%.
Do you want to know more about YouTube Ads and how to advertise on the platform? So, keep reading this content!
What is YouTube Ads?
YouTube Ads is a paid traffic tool from Google, which works within YouTube. They are the promotional creatives, displayed before or during the content we see on the platform.
In this space it is possible to promote products and services, generally through videos, to reach more people, with the help of the YouTube Ads distribution tool.
Is it worth advertising on YouTube Ads?
As we have already commented here, the data does not lie. Videos are the big trend in the digital age and it is the best platform in this segment. The site already has more than 2 billion monthly active users and has an annual growth rate of 50%.
According to data from YouTube itself, each user spends an average of 15.4 hours per week watching videos, 90% more than 3 years ago. We are talking about 500 hours of new content published every minute.
Looking at these numbers, various companies have discovered that advertising on YouTube Ads is an excellent advertising strategy, with many advantages of advertising on this platform:
- Campaigns can be by region, age group, interests and many other options. Thus, it is much easier to focus on the audience that your video marketing strategy is most interested in.
- The platform uses the best algorithms in the world. The video giant is seriously investing in the best in artificial intelligence. By advertising on the platform, you will have Google’s excellent algorithms in your favor.
- The payment is only made after the user performs the action that you define in your campaign. The payment can be made by CPV (Cost per View) or by . You can also choose the maximum value to pay per action and the total budget of the campaign, which means having full control over your ads.
Advertising on YouTube Ads results in an increase in the number of your followers. People who have access to your brand through ads can like, share, and subscribe to your channel. Investing in advertisements within YouTube itself is an excellent way to publicize your company’s channel.
The main ad formats in YouTube Ads
Now that you know the advantages of advertising on YouTube, it’s time to learn more about how campaigns work on the platform.
Basically, there are three ad formats on YouTube. Let’s see more about each of them:
1.Bumper Ads
You know those short commercials that appear at the beginning of the videos and that we can not skip? They are called bumpers, made to increase the reach and identification of the public with the brand.
They last about six seconds or less and have to present a simple and direct message. A value is paid for its exhibition every 1 thousand views.
And the numbers don’t lie. show that Bumper Ads increase their ability to be remembered by more than 30%.
2. TrueView Ads
TrueView ads, in turn, are not paid for incomplete or random playback. The payment is only made when the Internet user sees all the content or performs one of the defined commands.
There are two types of them: video discovery and In-Stream. Let’s meet each one:
Skippable In-Stream
Skippable In-Stream Ads are ads that run before, during, and after videos. Here the user has the option to stop their display after 5 seconds of viewing and the payment is given when the viewer watches 30 seconds of the video or performs some interaction.
In-Stream non-skippable
Already the non-skippable In-Stream has a duration of 15 seconds or less and is also shown before, during or after other videos, but in this case the viewer does not have the option to skip it and you pay each time it is played.
3.Video Discovery
Already video discovery ads are used in places of discovery, such as in the space above the list of related videos on YouTube.
It is basically a thumbnail image of your video, accompanied by a text that invites the user to watch it. Ads like this can also appear among search results and on the home page of YouTube for mobile phones.
The content is also paid only when users click on the ad and watch the video.
4. masthead ads
This type of ad allows your product or service to be advertised through a native ad format, which will be displayed in the YouTube homepage feed on all devices.
According to an article in this ad model is indicated for businesses with the objective of:
- Have a large reach or brand recognition;
- Plan purchases in advance and not depend on the auction;
- Display the brand prominently within YouTube.
Masthead ads may not support or have poor support for 360º videos, app install campaigns, and YouTube premiere videos.
5. Video action
This is an ad model created in June 2020. Its creation was greatly influenced by the situation of social isolation and the impact of the pandemic on the market.
As many companies needed to migrate or increase their performance in the digital environment, this ad was a more direct advertising alternative for brands to advertise their products and services on YouTube.
The resource allows access to a product catalog, and allows viewing images and prices and, in addition, clicking on a call to action, the “shop now”. By clicking this button, the user is directed to a specific purchase page.
What ad format to choose?
With so many options available, that question arises: which ad format is the most suitable? There is no fixed answer. The choice will depend on your brand’s audience and conversion goals.
To help you when making your announcement, we separate some important points:
- Ads that can be skipped, such as In-Stream ads, have a higher . This happens because the user is choosing to see your content, although conversion with this type of advertising can be a bit difficult. It is necessary to catch the viewer’s attention already in the first five seconds. By choosing this option, you present the most important ideas first and reveal the rest throughout the video.
- Video discovery ads are great for building trust with your audience. Because this type of ad involves user action, it’s ideal for videos that address issues or problems experienced by the viewer.
- Search ads also allow your business to connect with users at different stages of the buying journey. Thus, identify customers who show interest in knowing more about your products and use to connect with them. Take the opportunity to present your brand and the solutions it offers at the right time.
Each of the ad formats can be used in your campaign. Evaluate well the video marketing objectives of your business and choose the best way to connect with your audience.
Step by step to advertise on YouTube Ads
Now that you know the great scope that this tool offers and the different possibilities of advertisements that can be created, it is time to learn, in practice, how to advertise on YouTube.
Follow the instructions below:
1. Create a channel for your company
First of all, you need to have a channel for your business. YouTube is one of Google’s resources, therefore, you need to have a Google account to have a channel on YouTube.
In this case, if you don’t already have it, it’s important to create a separate account from your personal login for your company, which will be automatically linked to your YouTube channel.
2. Create a Google Ads account and link it to your channel
To create ads, you also need to create a Google Ads account. Then the next step is to create that account and link it to your company’s YouTube channel.
3. Add a new campaign in Google Ads
After creating your Google account, YouTube channel, and Google Ads account, go to the Google Ads home page and click the blue “+” button, then click “New Campaign” to add a new campaign.
4. Choose the purpose of your ad and where it will be displayed
After that, targeting options for your ad will be displayed. Here, you are going to choose between the options, what your goals are, for example: sell, capture leads, increase traffic on the website, increase reach and brand recognition, etc.
5. Define the type of ad
Once the objective has been defined, it is necessary to select the type of campaign to be carried out. In this phase, you can choose the type “Video” or “Display”. By clicking on video, you choose the type of ad that best suits you.
6. Set up your campaign
This stage is very important because you are going to configure how and where your ad will be broadcast. At first, it is recommended that you create a title to name that campaign, so that you can identify it later.
You also need to define the bidding strategy of your campaign, because there are different ways that Google distributes and charges for your ad. Therefore, it is important to choose the one that will make the most sense, thinking about your goal.
The provides some tips for the advertiser, which can help make that decision. Here are the guidelines, depending on the platform:
- If you want customers to take a direct action on your website and you’re using conversion tracking, you’ll want to focus on conversions. The Smart offers allow to do that.
- If you want to generate traffic on the web page, the focus on clicks can be ideal. The offers of cost per click (CPC) they may be the best option for your campaign.
- To increase brand recognition, focusing on impressions is a good strategy. You can use cost offers per thousand viewable impressions (vCPM) to show your message to customers.
- If you show video ads and want to increase the number of views or interactions with them, use the offers of cost per view (CPV) or per thousand impressions (CPM).
- If you’re displaying video ads and your goal is to increase product or brand consideration, use the…
Facebook Comments
Disqus