How to Advertise on YouTube: A Complete Walkthrough

How to Advertise on YouTube: A Complete Walkthrough

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In this article we have prepared a complete guide of formats and steps for those who want to know how to advertise on YouTube.

5.5 billion dollars are invested annually in YouTube advertising in the US market alone! These values catch the attention of those interested in digital marketing and attract many who want to learn how to advertise on YouTube.

Therefore, in this article we will talk about the advantages of investing in ads on this platform, what formats are available to promote your brand, and we have created a detailed guide on how to advertise on YouTube.

Why advertise on YouTube?

Before understanding how to advertise on YouTube, you must be wondering if it is worth spending your budget on this social network. That’s why I’ve separated some very relevant numbers about the platform, so you can make your own decision.

All audiences are on YouTube

The first thing you need to know is that YouTube is not a social network just for heavy internet users, that is, those people who are adept at various social networks and spend hours and hours online throughout the day.

On the contrary: it receives more than 2 billion users each month with varied interests, who consume more than 1 billion hours of video daily.

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And, in contrast to Facebook, YouTube is still a hit with young people. In the US, the Hootsuite platform showed that 81% of people between the ages of 15 and 25 are YouTube users.

This number is explained by the influencer channels’ creating content focused on this audience and also because young people consider this social network the second best platform to watch videos on TV.

In addition to age, various interests are also represented on the platform, which is one more point in favor of learning how to advertise on YouTube.

There are channels on all subjects, in various niches, offering relevant content to everyone from the amateur cook who wants to learn how to make pudding to the executive of a company who attends a political analysis.

With this, expansion within the platform is almost unlimited: channels with more than 1 million subscribers show growth rates of more than 65% per year, according to YouTube itself. Even the platform’s celebrities are still expanding their audience.

That is, finding your audience there will not be a problem. On the contrary, it will be easy to niche your advertising to reach exactly those who are most likely to convert.

YouTube is a giant in hits and traffic

Perhaps precisely because it attracts people of all profiles, YouTube has become such a success. Today, it is the second largest search engine on the Internet and also the second most accessed website in the world, second only to Google itself (the company that bought it)!

This means that if people want to get informed or learn something, YouTube is one of the first destinations they think of.

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Google itself also displays YouTube videos in a privileged position among the results of its search page. That is, the world’s largest search engine also drives traffic to videos on this social network, increasing the chance of your ads being viewed.

In a study carried out by the company Cisco, it came to the projection that video content will be 82% of all internet traffic by 2021. This means that it is worth learning how to advertise on YouTube because the trend is for this network to continue in full growth.

Video consumption happens in various circumstances and devices

While at the beginning of YouTube, the platform maintained most of its access through the desktop, this scenario has been changing. Today, the social network claims that 70% of video plays are on mobile devices. That is, YouTube reaches more users who are on the go and on smaller screens.

How advertising on YouTube has becoming the new TV ad

It seems that it’s not just young people who have come to the conclusion that YouTube videos match their smart TVs very well! Throughout 2021, there was a 39% growth in access to the social network by these devices.

With the arrival of the coronavirus pandemic, this trend was confirmed, as people spent much more time at home.

In all, there are more than 40 million people watching YouTube on their Smart TVs in the US alone, which means that advertising on this social network has become a contemporary version of advertising on the programming grid of television channels.

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YouTube converts

The internet user develops a relationship of trust in the indications of influencers he likes and follows, which is reflected in the results of sales from YouTube.

How do we know this? Between 2020 and 2021, the viewing time of videos that make the user consider a product purchase (reviews, comparisons, or received, for example) increased by 100%.

The conclusion is simple: it is worth learning how to advertise on YouTube because this social network really has an influence on the buying behavior of its users.

What are YouTube's ad formats?

To learn how to advertise on YouTube, it is also necessary to understand the possibilities available for advertising on the platform. In all, there are 6 formats, each with its own characteristics.

Below are the descriptions of each of them:

#1. Skippable in-stream ads

One of the YouTube ad formats you need to know about is skippable videos, which can be displayed before, during, or after a video.

They are so called because, after 5 seconds, the viewer can skip the rest of their playback if they are not interested in the content.

Ads of this type work well for many different purposes, such as lead generation, traffic to a website, sales, brand awareness, or product consideration, for example.

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In this format, you can choose the way you want to pay for the results. When choosing CPV, the advertiser pays whenever the viewer watches 30 seconds of the video or the entire ad, if its duration is shorter than that.

Now, if the advertiser opts for the strategy of maximizing conversions, he will have to choose which CPM and CPA he would like to pay, and the charge will be made according to the impressions. If you are not familiar with these terms?

#2. Non-skippable in-stream ads

Non-skippable videos can also be viewed on desktop or mobile devices and, like skippable videos, can be shown before, during, or after the video the viewer has chosen to watch. So, aesthetically, they are very similar to skippable videos.

The big difference between them is that, as its name implies, it cannot be ignored by the viewer: there is an obligation to watch it until the end to continue the YouTube content that the user is viewing.

This format was designed for the purpose of reach and brand recognition, having a duration of up to 15 seconds and payment made on impressions, according to the desired CPM.

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#3. Bumper ads

Bumper ads are displayed before a video starts, on desktop or mobile devices, and cannot be skipped by the viewer. That is, there is a guarantee that the audience interested in the video will watch your ad.

On the other hand, they are only up to 6 seconds long, and because of that, an important point about advertising on YouTube with bumper ads is that your message needs to be even more clear, objective, and charming.

#4. Masthead

Another format that offers a great opportunity to advertise on YouTube is the masthead, a video that appears at the top of the YouTube home page (try a test to see how your masthead would appear).

As many users of the social network begin to search for the videos they intend to watch through this homepage, the masthead is indeed a prominent position for advertisers.

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This format works for TV, desktop, and mobile devices and is recommended by Google itself to generate awareness for a new product or reach a wide audience in a short period of time.

The masthead, however, has some specifics. The first is that, it is only possible to advertise in this format through a space reservation and, for this, it will be necessary to contact a Google sales representative.

The second point is that the video is normally displayed automatically to users with the sound turned off. This means that your message needs to be passed on without relying on audio.

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#5. Video Discovery Ads

Video discovery ads on YouTube is a format designed for the goal of product and brand consideration, which works by promoting your content to more people.

Therefore, they are positioned in traditional places of discovery in this social network, such as on the YouTube homepage, in the list of search results, and in related videos, in that column to the right of the page with suggestions for other content to watch.

Video discovery works on desktop and mobile devices, in addition to having a particular billing method: the advertiser only pays when the viewer decides to click on the ad thumbnail to see the content.

#6. Out-stream ads

The last possibility of how to advertise on YouTube is a format focused on expanding the reach of your ads and, not by chance, it is tied to the goal of reach and brand recognition.

Out-stream ads are only displayed on mobile devices and outside of YouTube. That is, the videos will appear on Google’s partner sites or applications. In the case of websites, the ads are displayed as banners.

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As for applications, they gain different formats, such as native, interstitial, banner, portrait or full screen format.

This format plays automatically, with the audio turned off. Therefore, pay attention in these ads to how to make your message understood without sound. Of course, the audience can choose to listen to the ad, but it’s not a good idea to rely on it to be able to convey what they mean.

Finally, it’s worth talking about charging for out-stream ads: the cost is calculated per thousand viewable impressions (CPM), so the advertiser pays whenever the video is viewed for 2 seconds or more.

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Step by step how to advertise on YouTube

Ready to create your first ad campaign on this ideal traffic generation platform?

So, follow the 8 steps on how to advertise on YouTube!

1. Go to the Google Ads website and login.

The first thing to do is log into your Google Ads account. In case you didn’t already know, YouTube belongs to Google, so the ad platform is integrated.

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2. Add a new campaign.

To add a new YouTube ad campaign, click the blue “+” button on the left, then click “New Campaign”. Another possibility is to click on the “+ new campaign” in the center of the page.

3. Choose your ad objective

By resting the cursor on each objective, it is possible to visualize in which channels they are developed. The objectives you cannot advertise on YouTube are “App promotions” and “Visits to stores and production locations”.

If you intend to run display ads, your campaign objective must provide access to the Google Display Network. If they’re skippable, non-skippable, overlay, brief, or sponsored cards, objectives must provide access to videos.

New campaign: how to advertise on YouTube

Not sure which objective is right for your campaign? Take a moment to read Google’s summary of video campaign goals.

4. Select where you want to display your YouTube ad.

Not sure which objective is right for your campaign? Take a moment to read Google’s summary of video campaign goals.

5. Select the type of ad you want to make.

Just below, there is a menu to choose what type of video ad you want. Here, we also select a skippable ad as an example and click on “continue”.

6. Configure your campaign settings.

At this stage, you should name your campaign so that you know what it is about when tracking performance.

Then select your bid strategy, that is, how you want to pay for the ad.

Then, set the start and end dates for the ad to run, the budget to spend, which networks it should appear on, and for which countries and languages.

Finally, also determine where you would not like your video to appear.

7. Define the characteristics of your ad group.

The next step in understanding how to advertise on YouTube concerns audience settings. Here, you select demographic information about the audience you want to reach, such as age, gender, and income range.

Then continue targeting with your audience’s interests, themes associated with your ad, and which channels your content should appear on.

Finally, set the target CPM/CPV bid for the ad group.

8. Upload your ad

At this point, you need to upload your creative to YouTube if it isn’t there. Finally, before publishing the campaign, remember to add the links, CTA buttons, and other necessary information.

Now, do you understand how to advertise on YouTube? We hope this article has been helpful and that you start seeing your first results with your campaigns quickly. If you want to delve deeper into paid media, we have other articles that would help you in this journey.

Conclusion

Well, that’s it. We’ve got to the end of our article: How to Advertise on YouTube: A Complete Walk-through.

We hope that you enjoyed reading this article and found some helpful advice from it.

Feel free to comment and share this post.
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