YouTube is the second biggest internet search platform after Google, with an audience of 1.5 billion users logging in each month (and it’s still growing).
In terms of advertising, YouTube offers you 4 types of advertisements to promote your brand, between them you can choose based on your particular need and according to your available budget. Below I will present to you each one of them and their particular characteristics so that you can choose the most suitable option.
Non-skippable YouTube ads are paid for on a CPM basis. These longer ads are a powerful way to tell a deeper, more nuanced story. But as superheroes will tell you, “great power comes at a cost.” The cost? People getting annoyed and closing your ad.
It’s no secret that non-skippable ads are somewhat unpopular. They can be intrusive, and most viewers wish they weren’t there at all.
Bumpers are technically non-skippable ads, but they’re less maligned because they last six seconds, max. Like non-skippable ads, bumpers are paid for on a CPM basis. Their short length makes them ideal for mobile. A common approach is to use bumper ads to compliment your longer, non-skippable ads
Display ads appear above the video suggestions list. Here, you’ll see the Hydro Quebec ad (outlined in red) above the RuPaul’s Drag Race makeup tutorials I’ve been watching way too much of lately. Display ads on YouTube can be managed from within AdWords, allowing you to double up with the Display Network for maximum reach
Optimizing your TrueView ads
TrueView for Action
TrueView for Action optimization lets you add a headline and call-to-action (CTA) button to your In-Stream ads. This makes your YouTube ads more actionable, whether the outcome is driving traffic to your website, building out your email list, or generating sales. As you might guess, this optimization is paid for on a cost-per-action (CPA) basis—you pay when someone clicks your CTA.
meaning you’ll pay per 1,000 views. To be eligible for this type of optimization, your ad must be between six and 30 seconds.
TrueView for Reach is a good option if you want to reach a wide audience quickly. On Google’s blog, Samsung commented that they were able to reach 50% more people at half their normal CPM using the new format during Beta testing.
However, Samsung is a big company with a wide audience and range of products. If you’re advertising a more niche product or service, TrueView for Reach might not be as useful, simply because your ad dollars might probably be better spent honing in on your specific audience.
How to add cards to a YouTube video:
1. Navigate to the Creator Studio.
2. Click Video Manager and select a video to add a card to.
3. Click Edit.
4. Click Cards.
5. Click Add Card.
6. Select the type of card you want: Video or Playlist to promote other content on your channel, or Link to send the viewer to a sales page with a sponsored card.
7. Once you’ve created your card, you can choose where and when it appears on the video.
How to advertise on YouTube
Now that you know the six YouTube ad formats, you’re probably wondering how to set all this up. Before setting up your YouTube ad campaign, you need to upload your ad footage to YouTube. Once you’ve done that, sign into your AdWords account to get started.
YouTube ads are powerful not just because your potential audience is huge, but because you can target your content highly specifically within YouTube’s pool of 1.5 billion viewers. Here’s a rundown of your ad targeting options:
find the right audience by targeting based on search history and personal interests. If your company sells replicas of fantasy weapons, you might try to target people who watch World of Warcraft how-to guides on YouTube, or “Best anime battles” video compilations.
choosing to place your ads on unique channels, videos, apps, websites, or placements within websites (such as YouTube channels, and sites on the Display Network.
target people based on their search terms. For example, if you’re a wedding planner, you might target people searching for DIY craft projects involving burlap or mason jars.