YouTube is the second most popular search engine in the world, with over two billion monthly visits. Running compelling video advertisements throughout the platform may boost brand recognition and click-throughs, while the platform’s extensive targeting capabilities and range of ad formats allow lots of options for varied budgets and objectives.
Let’s get started.
5 Different Types of YouTube Ads
1- Non-video ads
Non-video advertising is often displayed with similar material, either in search results or during another video (although the platform occasionally gets it wrong and your video isn’t displayed alongside relevant content—hit it’s or miss). You only pay when someone clicks on your ad, just as with discovery advertisements. On YouTube, there are two sorts of non-video ads:
- Display ads. When viewers are viewing videos, they appear on the right-hand sidebar and feature an image, text, and a call to action (CTA).
- In-video overlay ads. These are shown on top of existing video material from YouTube channels that have been monetized.
Best for: Non-video advertisements are much less expensive to design and deliver than video ads, making them suitable for firms on a tight budget that still want to benefit from video advertising on YouTube.
2- Discovery ads
Discovery ads are different from YouTube in-roll adverts in a few ways. They appear alongside organic YouTube search results and comprise three lines of text and a thumbnail, rather than being played at the beginning or middle of other videos. When someone clicks on the ad, they’ll be sent to either your video page or your YouTube channel. Only when someone clicks on your ad do you have to pay.
Best for: Competing with comparable material and distributing niche-specific, high-quality videos.
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3- Skippable in-stream video ads
These ads appear before or during a video (pre-roll or mid-roll) and allow viewers to “skip” after five seconds. You only pay if people watch the first 30 seconds, the entire video, or click on your ad—in other words, you only pay if they don’t use the Skip button. Skippable in-stream video commercials must be at least 12 seconds long, but the opening five seconds are crucial—you only have five seconds to capture viewers’ interest and urge them to continue watching.
Best for: Increasing your reach, especially if you have a good film with a good start. To attract the attention of your target audience right away, be particular with the content of your ad. Because you only pay when a viewer clicks, these ads are especially suitable for companies looking to drive traffic and conversions.
4- Non-skippable in-stream video ads
Adblocking is rampant, with 76 percent of individuals skipping ads even if they would be interested. Non-skippable in-stream video ads solve this issue by allowing you to deliver ads that can’t be skipped before or during the video. You pay per impression (every person who sees the ad) at a cost per 1,000 views because users can’t skip (CPM). To capture a captive audience, these commercials must be 15 seconds long and extremely punchy.
Best for: Increasing brand exposure, especially if you have a compelling creative or content that can hold the attention of viewers for the whole 15 seconds.
5- Bumper ads
Bumper ads, like non-skippable video commercials, can be offered pre-roll or mid-roll and are not skippable. The only difference is that these ads are substantially shorter, lasting only six seconds each. CPM stands for cost per thousand impressions.
Best for: Short, snappy messaging to raise brand recognition. When Google looked over 300 bumper ads, it discovered that 90% of them resulted in a significant increase in ad recall.
How to Advertise on YouTube
Here’s a basic explanation of how to get started advertising on YouTube:
1- Create a Google Ads account
Start by creating a Google Ads account for your brand if you don’t already have one. Visit get started, go to this page.
2- Create a new video ad or ad campaign
- Select the Video campaign type from the drop-down menu.
- Choose a goal for your campaign (leads, website traffic, product and brand consideration, or brand awareness and reach).
- Your video should be uploaded (Google will provide tips on the best run time for your chosen campaign goal).
3- Select your target audience
Google’s YouTube advertising includes a variety of targeting possibilities. This allows you to zero in on the people with whom you wish to connect. Choose your target audience based on the following criteria:
- Age, gender, locality, household income, and work title are all factors to consider.
- Homeowners, college students, and new parents are all at this time of life.
- Interests are the themes and keywords that individuals use to find what they’re looking for (Google will use past browsing behavior to find interested viewers)
- People who have already interacted with other videos, done a certain action on your website, or are members of your email list can be targeted using remarketing.
4- Set your Budget
- Choose your bid strategy. Your campaign kind, goals, and whether you want more conversions, clicks, or impressions will all influence this (for example, impressions cost less than clicks and conversions).
- Choose your budget. Choose a daily budget or the total amount you wish to spend during the campaign’s duration.
- Choose your campaign dates. Decide when you want your adverts to start and when you want them to cease airing.
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How much do YouTube ads cost to run?
The typical cost per view for YouTube advertising is between $10 and $3, with the views generated contributing toward your overall viewership. To put this into context, reaching 100,000 people costs roughly $2,000 on average.
YouTube Ad Specs
Skippable in-stream advertisements, non-skippable in-stream commercials, and bumper ads must first be submitted to YouTube as ordinary videos and adhere to the usual YouTube content guidelines.
The following rules apply to Discovery Ads:
- AVI, ASF, QuickTime, Windows Media, MP4, and MPEG are examples of file formats.
- H.264, MPEG-2, or MPEG-4 are examples of video codecs.
- AAC-LC or MP3 as an audio codec
- The aspect ratio should be 16:9 or 4:3, however, YouTube will automatically adjust the file to fit the aspect ratio and device.
- 30 frames per second
- For Discovery Ads, the maximum file size is 1 GB.
Quick Hints on How to Make and Execute Successful YouTube Ads
Include a CTA. With a clear, succinct call to action, tell viewers what you want them to do, such as download a report, visit your website, or sign up for a free sample.
Know your audience. Have a clear notion of who you want to reach out to, as well as thorough information about their interests, difficulties, and objectives. Create customer personas for each group of your audience and target them with adverts.
Add high-quality captions. Because not everyone watches YouTube with the sound turned on, it’s worth investing in high-quality subtitles to overlay your adverts so that everyone can see them.
Create eye-catching visuals. Because YouTube is a visual platform, it’s critical that your videos be of excellent quality and stand out. To tighten up your film and make your advertising seem excellent, use editing software or an editing app.
Aim to quickly connect. Every second counts since you just have a few seconds to attract and captivate viewers. Make the most of your ad time by making it personable, amusing, or instructional.
Pay close attention to YouTube analytics. Your ad data and Google Analytics data will tell you what’s working and what’s not. If your ad’s watch duration is extremely low, for example, you may need to rewrite the opening to make it more interesting.
Mix and match ad types. Don’t feel obligated to use only one ad kind. In your campaign, try out a few different variations to evaluate which ones resonate most with your target clients.
Use remarketing to remain front of mind. To stay relevant to existing consumers or those who already know who you are, run remarketing advertising alongside acquisition campaigns.
Get Started With YouTube Ads
Your business will be exposed to billions of individuals who are actively looking for relevant subjects in your sector through YouTube advertisements. To engage with new consumers, build brand recognition, and drive traffic to your site, make use of the sophisticated targeting options and range of ad types.