YouTube has significantly grown over the last decade. This is why it’s no surprise that the platform is now the second most visited site in the world , just after Google. From educational to entertaining videos, you can find various formats on the site. Over two billion monthly logged-in users watch over a billion hours of video daily . These videos are created by YouTube creators who put out content in various industries and fields.
Creating a YouTube channel or making videos from scratch often takes quite a while to generate results. This is why it’s important, now more than ever, to utilize the power of YouTube ads for your business or brand. It’s necessary to include YouTube Advertising as a part of any marketing plan.
By creating ads and placing them on YouTube, you can expand your business’ reach, increase engagement and drive traffic to your website. Ultimately, this plays a role in helping you generate more revenue.
Why YouTube Ads?
As people are increasingly searching the web on their portable devices, it’s important you reach them where they are. Unlike before when the main way to reach people was through traditional media, YouTube presents a direct way to target your audience. With YouTube ads targeting, you’re rest assured that your ads are placed within videos that align with your brand’s message. Also, you don’t have to break the bank to advertise on the platform.
Apart from helping to create awareness for your brand, YouTube ads also drive action from customers. From a study, 70% of users on the platform said they bought a brand because they saw it on YouTube . This shows that you can implement this to drive not only online actions but also offline. With YouTube ads, you can create a campaign in a few minutes, reach the relevant audience and measure your campaign’s success. It’s as straightforward as that.
Types of YouTube Ads
YouTube offers three main types of ads. TrueView, preroll and bumpers ads.
TrueView ads are the standard and most common YouTube ad type. You have the option to choose skippable or non-skippable formats. According to YouTube, the skippable ads have to be between 12 seconds to 6 minutes. On the other hand, non-skippable ads must be between 15 to 20 seconds.
You only pay when people watch at least 30 seconds of your ad, watch the entire ad or click your call-to-action. There are two types of TrueView ads. These are:
Video Discovery Ads (Previously ‘In-Display Ads)
If you want your ads to show up on the YouTube homepage or in search results, you should consider running video discovery ads. These types of ads also appear as related videos on a YouTube watch page.
You’ve most likely seen those skippable ads that run within a YouTube video. Those are in-stream ads. With this format, viewers can choose to skip your ad after 5 seconds. As a result, it’s important for you to include a hook or attention grabber at the beginning of your ad. This encourages viewers to keep watching and probably respond to your call-to-action.
Some in-stream ads are non-skippable. These fall under the preroll category. These ads can’t be skipped and span between 15 to 20 seconds. Your preroll ads can show up before, during or after a YouTube video. As a marketer, it’s important that you create preroll ads that are clear, concise and engaging. These types of ads can sometimes be frustrating for viewers since they can’t skip them. In those few seconds, aim to please and leave a positive impression.
Bumper ads are the shortest YouTube ads available to you. With this format, you are given the chance to create 6-second ads that make a difference. Bumpers are non-skippable and appear at the beginning of a YouTube video. With this type, the ad content you create needs to be clear, short, sweet and catchy.
Setting Up Your YouTube Ad Campaign
Set your campaign objective
Within your ads account, determine and select the ad objective.
Choose your preferred ad format
From the breakdown of ad types given above, choose the one that best fits your objective.
Set your budget
Simply set your daily budget. Remember that you only pay YouTube when viewers watch at least 30 seconds of your ad, watch the entire ad or click your call-to-action.
Select your ad location (Network)
Your ad can run on YouTube search results, within YouTube videos or on Google partner sites.
Target your audience
This is crucial to your campaign’s success. Use interests and demographics to narrow down your target audience.
Create your video ad
Upload the video you want to run as an ad and customize the look and details.
In general, YouTube Advertising is an excellent way to market a brand. With the wide reach and significant conversion rate, you’ll be putting yourself ahead of your competitors. As a marketer, it’s important to monitor the analytics of an ad after putting it out. This will help you fine-tune the content and strategies for better results over time.
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