Everything You Need to Know About YouTube Video Ad Campaign
Youtube comes a close second to Facebook when it comes to the number of monthly visitors. Therefore, it makes total sense to take advantage of marketing on the platform to reach more target customers.
However, you can’t really improvise YouTube Ads, so you need to be prepared because they aren’t the most perceptive part of social media marketing.
There’s a lot of thought that goes into developing them. Once you’re done, you work on embedding the video, allowing you to share it with other social media channels. And even then, you can’t guarantee your video will go viral. Even excellent content sometimes falls short.
So, why not try marketing your ads on YouTube itself? In this way, you make sure the vast majority, or at least your target market, will have access to your video. And if it is indeed terrific, it will surely find its way to others. But as a marketer, you’re responsible for nudging it a bit.
Types Of YouTube Video Ads
If you want to invest in YouTube ads, you should be familiar with the different types to help you choose your campaign wisely.
TrueView Ads are what you regularly see on YouTube. An ad can last between 12 seconds to 6 minutes, while the non-skippable variety should be 15 to 20 seconds long.
Advertisers and marketers only pay when viewers take advantage of the call-to-action button. In some cases, marketers pay when the user stays in the ad for at least 30 seconds.
Two Types of TrueView Ads:
- Video Discovery Ads: These ads pop up on Youtube’s very homepage, related videos, and results pages.
- In-Stream Ads: These ads show before a user can view their selected video. Viewers can skip the ad after 5 seconds.
Developing TrueView Ads need forethought. While you have the creative freedom to develop an ad, you need to find something extra with pull or impact, so your viewers opt to enjoy them until the end. It’s quite tricky because, as you probably already know by now: product plugs don’t earn a lot of views.
I strongly suggest taking advantage of the first five seconds and making sure that you have your hook at the outset. Create videos about case studies. They work because they are relatable. You get to showcase how you address your target market’s pain points and provide them with the support they need.
When you create videos, make sure it has entertainment value factored in, whatever topic you decide to go with.
YouTube Ads and Google Ads
YouTube account supervisors use Adwords to gather data for advertisement’s partial and completed views and other relevant data. The generated information can help you have a more precise overview of video ad spend and overall performance.
In-stream ads are ads that can’t be skipped. You can play it before, in the middle, or after your videos. Preroll ads last 15 to 20 seconds. You can find them in videos that last more than 20 minutes or more.
These ads offer you just as much freedom in choosing content as TrueView ads. Integrate brand-related dialogue, individuals, dialogue, and other elements in the timeframe you’re given. PreRoll ads don’t last long so that you can capture your target customers’ attention better. Take advantage of the interest they’re giving you by leading them to your goal conversion.
Bumpers are the fastest type of YouTube video ads. These ads only take 6 seconds and always play prior to your selected videos. The challenge here is that you just can’t put forth a captivating story in the given time. However, you can use them to supplement more significant video projects such as product launching or new events. Just make sure you add brand elements to make you top-of-mind for your audience.
Establishing a YouTube Video Ad Campaign
After crafting a marketing video campaign plan to advertise on YouTube, it’s time to spring into action. It would be best if you got into Google Adwords to kick start your campaign.
- Campaign Type: Look for the drop-down menu and choose your Google Ads home website and choose video.
- Campaign Call: Type your campaign name and choose a video from the drop-down menu.
- Video Advertisement Campaign: Opt for in-stream or video discovery ads” if you want your ad to be in TrueView format.
Now that that’s out of the way let’s talk about other factors you should bear in mind, such as:
Budget and Delivery Technique
Determine your daily budget and delivery technique, depending on how you want to run your campaign. Standard delivery shows your ad uniformly throughout the day, while sped-up delivery works by luring in users more quickly.
Your video advertisement can appear on YouTube Browse and YouTube Video (as TrueView ads). Try to come up with content for both to speed up results for your campaign and help you keep tabs on your performance.
You’ll find the advanced settings option holds pertinent data such as your campaign’s start and end dates. Customize a schedule for your ads to determine when your ads are restricted and when they can pop freely for target customers to see.
Determine the location of your target market and skip certain areas.
Tips for Using AdWords for Your YouTube Ad Campaign
The main objective here is to produce results without going over budget. But in order to do so, you should establish a couple of things beforehand.
Tip # 1: Have a defined set of goals and measure them.
Set your goals and figure out how you can evaluate them. There are four metrics you should keep tabs on when tracking the performance of all your videos.
Tip #2: Customize a nice image as a thumbnail.
A great way to captivate your audience and have them click on your video content is to find a still image to use as a thumbnail. The thumbnail needs to be relatable and high-quality. It should serve as a sneak-peek of what your viewers should expect, but be careful not to give everything away.
Pro Tip: If you include a person in your video, choose a snippet of him or her gazing into the camera. This has a more personal feel.
Tip #3: Monitor poor performance.
Evaluate the performance depending on the ad placements. In-display ads sometimes pop up on Google Display Network, for example. Check out the Video Targeting, click Placements, then where ads were shown. You’ll see the Google Adwords Campaigns control panel. Check this list to pinpoint which placements are faring well and which are affecting your overall performance. Get rid of these sites from your campaign to improve your CPV.
Tip #4: Direct people to use the YouTube card.
The “i” sign represents a YouTube card. Clicking on it will allow users to see more. Cards allow you to showcase an item or a link in the video that can direct people to make purchases. In some cases, you can use it for fundraising purposes or introduce viewers to other videos.
Tip #5: Create an end screen for your videos.
Always prepare an end screen that you can utilize to lure more viewers to your channel. Someone who sits through your videos is most likely someone who would like to see more of it. The end screen provides them an array of options to see more of you, such as links to your social media networks or show more videos.
Tip #6: Add Call-to-Action overlays.
You can boost videos on YouTube by adding call-to-action linked to a URL. Capitalize on this feature by connecting the videos to an item page, landing page, career page, and information page.
Tip #7: Target your viewers well.
Your ads can get in front of people who aren’t interested in what you offer. Save them from your ads. This will also be beneficial for you in the end because you won’t have to shell out some quid for their clicks.
Tip #8: Try negative remarketing.
Negative remarketing can help you attract new individuals even when running a campaign for a long time. You can lengthen your budget and limit your video ads to people who have come across your ad and have enjoyed it.
Tip #9: Lengthen your ad.
TrueView ads last more than 30 seconds, and you only pay up if the individual watches it until the end. However, it’s still the same for ads that run longer than 30 seconds. Think about this when you’re coming up with content. You can add incentives for people who have sat through the entire thing.
Video content is a big part of your marketing plan, whether you’re a seasoned veteran or a newbie. These days, YouTube allows advertisiers and marketers to zero in on their target market through their search history. It’s not easy developing content for YouTube ads. However, familiarizing yourself with the basics of YouTube advertising and applying some nuggets of wisdom (I like to call tips) can help you set things in motion.