YouTube is owned by Google thus, Google YouTube ads shares some of the basic functions offered by Google Ads, but with one key difference: They’re videos. Advertisements can play before, during, or after a video people watch. Viewers can skip certain YouTube ads after playing for just a few seconds. Other formats aren’t able to be skipped. Depending on their length and placement, YouTube ads are available as pay-per-view (PPV) and pay-per-click (PPC).
Table of Contents
- 1 Types of YouTube ads
- 2 Cost of YouTube ads
- 3 What determines the YouTube ads costs?
- 4 How to advertise on YouTube
- 5 10 Tips for Optimizing Your YouTube Ads
- 5.1 1. Set your goals and metrics.
- 5.2 2. Monitor your low-performing placements.
- 5.3 3. Create a custom thumbnail image.
- 5.4 4. Encourage people to purchase cards.
- 5.5 5. Create calls to action.
- 5.6 6. Create a YouTube final slate.
- 5.7 7. Use negative remarketing.
- 5.8 8. Close captioning is a way to cater to viewers’ requirements and preferences.
- 5.9 9. Qualify viewers.
- 5.10 10. Consider making your ad longer.
- 6 Conclusion
Types of YouTube ads
1. Skippable in-stream ads
Skippable ads in-stream are displayed before, during, or following YouTube videos. They are known as “skippable” because they give viewers a choice to stop the advertisement after five seconds of viewing.
One of the biggest benefits of skippable video advertisements is the option for a pay-per-view model instead of per click. Using the cost per view (CPV) system is only necessary to pay for each time a user responds to your ad or views at least 30 seconds.
This means that you won’t need to cover the cost of skipped advertisements. This is likely because viewers are interested in your product if you pay.
29 % of marketers stated that skippable ads in the middle of the video proved to be the most efficient advertising format. Therefore, this might be an excellent option for video ads as well.
2. Non-skippable in-stream ads
As with skippable ads, non-skippable ads in-stream are also shown before or during YouTube videos. However, in contrast to skippable ads, viewers must view the ad for the full duration, up to twenty or fifteen minutes, depending on where you are.
These advertisements can be very effective in gaining the brand’s reputation and visibility since everyone is required to watch the entire program; however, the one drawback of ads that are not skippable is that they can be a source of irritation for users.
Additionally, the only bid option for this ad is to set a price for every 1000 impressions (CPM), which may be more expensive if you don’t target the right people.
3. Bumper ads
Bumper ads are short videos ads designed to get you noticed. They last for six seconds long. There’s no choice but to skip ahead, and since they’re going to be over quickly, they have to be memorable and catchy.
Discovery ads or In-feed video ads are a method to advertise your YouTube channel’s content.
With the help of in-feed video ads, you can pay to have your video be displayed in the first position on the YouTube results page and serve as suggestions to other viewers.
The ad will appear like a normal YouTube video with an image and a description. If a user clicks on it, the full video will start playing. The type of ad is identified by a yellow box that reads “ad.”
One of the advantages of this ad is that you only pay when someone clicks the video link and begins watching instead of paying per impression. Additionally, because viewers are directed to a particular YouTube channel, they’ll likely sign up if they like the content.
5 Masthead ads
Masthead advertisements can be extremely effective, but they’re typically restricted to businesses with large budgets. They’re designed to generate maximum exposure for an hour or so and are a good way to announce sales or release a new product.
Masthead advertisements appear on the highest point of the YouTube homepage feed. They could be images or videos, and typically, additional information displayed next to the masthead.
The masthead that I am seeing on the YouTube website is an advertisement for YouTube Premium that provides users with the option of watching YouTube without advertisements.
Although Masthead advertisements might seem appealing, they aren’t feasible for small and independent enterprises.
We couldn’t discover any official pricing. The only way to create masthead ads is through a sales rep, typically implying a higher cost.
6 Responsive display advertisements
The last type of advertisement that you can display on YouTube is a dynamic display advert. It is among the most adaptable ad types that you can use this type of ad throughout every one of the Google platforms.
If you make an adaptive display ad, you’ll upload a variety of assets such as titles, tags, and descriptions for the single product you’re advertising. In the end, Google Ads will automatically determine what elements to display depending on the available space.
Cost of YouTube ads
When you promote your business on YouTube, there isn’t a limit on the amount you can spend. However, it raises two issues: How much can you invest in a YouTube advertisement, and what is it to promote your ad on YouTube?
Your budget will determine the amount you pay for an advertising campaign to run your program. A majority of companies invest 10 or more dollars per day in launching an advertising program on YouTube. This number increases as companies are aware of their campaign’s effectiveness.
YouTube video ads cost anything between $0.10 or $0.30 per click or view.
In most instances, you’ll pay for each view using a cost-per-view scale. Each time someone visits your ad, you’ll be charged for each view. Therefore, it is important to determine the maximum amount you wish to spend on views in order to ensure you don’t spend more than the campaign’s budget.
It’s not a standard price each time, but it’s the average cost that businesses encounter when they purchase YouTube ads. Prices for YouTube ads differ based on the quality of your video as well as your intended audience and the objectives of your campaign.
What determines the YouTube ads costs?
A variety of factors influence the price YouTube advertisements cost, such as:
- Your ad’s type
- Your bid
- Your bid selection
- Your targeted location, audience
How to advertise on YouTube
This is where we’ll get down to the essentials. Your video ad will be live on YouTube. So, you must begin by uploading your video file onto the YouTube channel. Be sure that your video is publicly accessible, or If you don’t wish to see it appearing on your account, choose to make it invisible.
1. Design your campaign
Log in to the Google Ads account and then select New Campaign.
A) Select your campaign’s goal according to the goals of your company’s marketing strategy:
- Traffic on websites
- Brand and product considerations
- Brand recognition and reach
B) Choose the type of campaign you want to run. This includes all types of Google ads (including search results, text, and shopping), and you must choose video as well, or in certain instances, Discovery campaigns to showcase your video to the public on YouTube.
Note: Display ads are also available on YouTube. However, keep in mind that they’re not videos; they’re just text thumbnails. They are also displayed on the Google Display Network.
C) Since you’re probably using video, you’ll need to pick the appropriate subtype for your video campaign.
D) Do not forget to label the program to make it easy to find, manage, and enhance for the next time.
2. Determine the campaign’s parameters
A) Choose the plan of action (most of your campaign type will decide what you’re looking for: clicks, conversions, or clicks?)
B) Input the budget in terms of days or an amount you’d like to invest in the advertising campaign. You should also enter the dates on which your advertisement will run.
C) Location where your ads will show in:
Discovery Only (i.e., YouTube search results);
The entirety of YouTube YouTube (i.e., results, search results, as well as channels, channel pages, and videos as well as YouTube’s homepage) youTube homepage)
YouTube Display network (i.e., non-YouTube affiliate websites, etc.)
d) Choose the language of your target audience and geographic your location. You can show ads across the globe or target specific countries. Keep in mind that just 15 % of the traffic on YouTube originates within the U.S., so it’s beneficial to think globally.
(e.g.) Decide the level of “sensitive” your brand safety guidelines are. Also, what level of violence, profanity, or sexually provocative content do you want to let your advertisements be paired with? The more sensitive brands will run their ads in smaller amounts of videos. This could raise the price you have to pay.
3. Target your audience
If you’re not creating Buyer personas in the past, it’s time to take the time to develop them. The more you understand about your target audience, the better you are able to determine their needs and increase the return you will earn.
Demographics The data covers gender, age, parental status, household income, and more. However, YouTube also provides more precise information about life stages: you could target homeowners who are new and college students or parents who are new, for example.
Interests Utilize keywords and topics to find users based on their previous behaviors (i.e., keywords, search topics). This is the way YouTube assists you in finding individuals at critical times when they’re researching their next electronics purchase or trying to understand how to build a site.
Remarketing aims at audiences who have already engaged through your previous videos on your site or application.
4. Make sure your campaign is going live
Add the link to your advertisement, then click the Create Campaign button to set your campaign up.
10 Tips for Optimizing Your YouTube Ads
1. Set your goals and metrics.
If you are analyzing the results, there are four major types of metrics that you can monitor for every video.
- Views and Impressions
- View Rate
- Conversions: Conversions will help you determine whether your advertisement is driving leads and delivering a good return on investment for your brand.
2. Monitor your low-performing placements.
If you’re running display ads that are displayed across the Google Display Network, you can see the exact location the advertisement has been shown in the video section. Targeting Settings > Locations > Places where ads were displayed > Display Network from the google Ads Campaigns Dashboard. Check this list to determine which websites are causing the poor performance of the metrics you want to measure. Eliminate these websites from your advertising campaign going forward to boost the average CPV.
3. Create a custom thumbnail image.
Create or utilize an image of high-quality stills from the video to encourage viewers to view your video. Be aware that this image has to be readable by users across different devices, such as mobile. If the image features someone, ensure they’re looking at the camera. If you’re featuring an item, make sure your background doesn’t distract.
4. Encourage people to purchase cards.
YouTube cards are YouTube cards is teased by the small “i” symbol, which viewers may click to open. In addition, you can set the timer to ensure that only those who were actively engaged with the video or content will be shown the alert.
With credit cards, you can highlight a product in the video or in the video to encourage purchases. Cards can also be used to encourage donations to a fundraising cause as well as visits to URLs or to other videos, as demonstrated in the below example on our channel YouTube. Each format lets users personalize their cards with images, text, and other features.
5. Create calls to action.
When you promote a video on YouTube, it is possible to include call-to-action overlays that hyperlink to URLs. It could be an online site’s landing page, product pages information page, career site, or any other page you’d like to. It is also possible to send visitors a positive report or an interview that features the brand.
6. Create a YouTube final slate.
Make an end-screen to draw viewers to your page, advertise your social media channels and increase the curiosity about your brand. If anyone has watched a video to the end, it’s an indication that they’ve enjoyed the video and may be interested in signing up to your channel for any future updates.
7. Use negative remarketing.
If you’re planning to run an ad campaign over a long time frame and you want to only draw new users to your brand, think about making a list of those to whom your ad won’t be displayed.
You can increase your budget for campaigns and focus on only exclusive users by excluding people who have previously watched the particular video, have been to the YouTube account, or have liked, shared, or left comments on any or all of your YouTube videos.
This rule applies to the majority of YouTube videos. However, it’s a common best practice that many companies are not following. Include a professional video transcription you’ve made and accepted by the company.
Only transcriptions uploaded by users are included in the index of Google since YouTube’s auto-captioning may not be 100% accurate. Depending on your intended audience, you might also wish to provide transcriptions in different languages. It is also possible to offer viewers the option of downloading or going to a page on your website that has the full transcription of the video description.
9. Qualify viewers.
Sometimes, your advertisement will be watched by people with no interest in your products. Make them aware that they can skip the ad if they feel it isn’t pertinent, so you don’t pay for views, and they don’t spend their time watching irrelevant ads.
10. Consider making your ad longer.
In the case of TrueView advertisements, when the advertisement is less than 30 seconds, you’ll pay only if a person watches through to the conclusion. If the ad lasts over 30 seconds in length, you’ll be charged for it if the person who is watching the ad for a minimum of 30 minutes. You are charged when the viewer clicks on the ad prior to its expiration in both instances.
When brainstorming ideas for content to use in the advertisement, take this into consideration. For example, it is possible to include messages at a specific point to ensure that viewers who are not interested can simply avoid the advertisement or offer specific offers at the final portion or end of your video.
This concludes our blog article! We hope that you enjoyed our view on YouTube ads for marketers in 2022. We’re sure that YouTube ads can be an excellent way to increase your reach and expand your business, so we’ll make sure to keep you informed of any updates in the near future!