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How To Advertise On YouTube - A Complete Walkthrough
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How To Advertise On YouTube - A Complete Walkthrough
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Black Pearl Matrix
Reasons to Advertise on YouTube Today
- YouTube is the second largest search engine, behind only Google;
- You can segment your target audience based on personalized interests;
- Pay only the cost per click of your ads;
- Create an ongoing relationship with your users;
- Enjoy audiovisual effects for your campaigns.
Revenue generated by YouTube in the last quarter of 2021 was 26% higher than in comparison with the same period of 2020, see below:
In this article we have prepared a complete guide of formats and steps for anyone who wants 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.
That’s why in this article we’ll talk about the advantages of investing in ads on this platform and what formats are available to promote your brand. Let’s check out this 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’s worth spending your budget on this social network. That’s why we separate 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 fans of different social networks and spend hours and hours online throughout the day.
On the contrary, YouTube receives more than 2 billion monthly users with varied interests, who consume more than 1 billion hours of video daily.
And unlike 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 creation of content on influencer channels aimed at this audience and also because young people consider this social network the second best platform to watch videos on TV.
In addition to young people, there are several interests of older people who are also on the YouTube platform, which is another point in favor for you to learn how to advertise on YouTube.
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There are channels on every subject in a variety of niches, offering relevant content for everyone from the home cook wanting to learn how to make pudding to the corporate executive watching a political review.
With that, 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 celebrities on the platform are still expanding their audience.
That is, finding your audience there will not be a problem. On the contrary, it will be easy to target 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 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.
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 directs traffic to videos on this social network, increasing the chance of your ads being viewed.
A Trend Became a Fact: Video Is Here to Stay
In a study carried out by the company Cisco, it was projected that video content will account for 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, today this scenario is 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 YouTube Advertising Is Becoming the New TV Ad
Looks like it’s not just young people who have found that YouTube videos go great with their smart TVs! Throughout 2021, there was a 39% growth in access to the social network through these devices.
With the arrival of the coronavirus pandemic, this trend was confirmed, as people spent much more time at home.
Altogether, 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 schedule of television channels.
YouTube Converter
Internet users develop a relationship of trust in the indications of influencers that they like and follow, which is reflected in YouTube’s sales results.
How do we know this? Between 2020 and 2021, watch time for videos that make a user consider buying a product (reviews, comparisons, or received, for example) has increased by 100%.
The conclusion is simple: it’s worth learning how to advertise on YouTube because this social network really influences the buying behavior of its users.
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What Are YouTube Ad Formats?
To know how to advertise on YouTube, it is also necessary to understand the advertising possibilities available on the platform. Altogether there are 6 formats, each with its own characteristics.
Below is a description of each of them:
1. Skippable In-stream Ads
One of the YouTube ad formats you need to be aware of is skippable videos, which can run before, during, or after a video. They are called that because after 5 seconds the viewer can skip the rest of your 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.
In this format, you can choose how you want to pay for results. When choosing CPV (Cost of Goods Sold), the advertiser pays whenever the viewer watches 30 seconds of the video or the entire ad, if the duration is less than that.
Now, if the advertiser opts for the strategy of maximizing conversions, he will have to choose which CPM (Cost per Thousand) and CPA (Cost per Action) he wants to pay, and the charge will be made according to the impressions. If you are not familiar with these terms click here and see the meaning of one of them.
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 the 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 purposes of reach and brand recognition, lasting up to 15 seconds and payment made in impressions, according to the desired CPM.
3. Bumper Ads
Bumper ads appear before the start of a video, on desktop or mobile, and cannot be skipped by the viewer. That is, there is a guarantee that the public interested in the video will watch your ad.
On the other hand, they are only 6 seconds long, so an important point about advertising on YouTube with bumper ads is that your message needs to be even more clear, objective and charming.
4. Header
Another format that offers a great opportunity to advertise on YouTube is the header, a video that appears at the top of the YouTube homepage (test to see what your header would look like).
As many users of the social network start researching the videos they intend to watch through this homepage, the header is indeed a prominent position for advertisers.
This format works for TV, desktop and mobile devices and is recommended by Google itself to generate awareness of a new product or reach a large audience in a short period of time.
The header however has some specifics. The first is that it is only possible to advertise in this format through space reservation and, for that, it will be necessary to contact a Google sales representative.
The second point is that the video is normally automatically displayed to users with the sound turned off. This means your message needs to get across without relying on audio.
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5. Video Discovery Ads
Video discovery ads on YouTube are a format designed for the product and brand awareness objective, which works by promoting your content to more people.
Therefore, they are placed in traditional places of discovery on this social network, such as on the YouTube homepage, in the search results list and in related videos in that column to the right of the page with suggestions for other content to watch.
Video discovery works on desktops and mobile devices, in addition to having a specific billing method, which the advertiser only pays when the viewer decides to click on the thumbnail of the ad to see the content.
6. Out-stream Ads
The last possibility on how to advertise on YouTube is a format focused on expanding the reach of your ads, and not by chance, it is linked to the goal of reach and brand awareness.
Out-stream ads only show on mobile devices and outside of YouTube. That is, the videos will appear on Google partner sites or applications. In the case of websites, ads are displayed as banners.
As for the applications, they gain different formats, such as native, interstitial, banner, portrait or full screen format.
This format plays automatically, with the audio muted. So pay attention in these ads on how to get your message across without sound. Of course, the audience can choose to listen to the announcement, but it’s not a good idea to rely on them 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.
Step by Step on How to Advertise on YouTube
Ready to create your first ad campaign on this ideal traffic generation platform? Then follow these 8 steps on how to advertise on YouTube!
1. Go to the Google Ads website and Sign In
The first thing to do is log into your Google Ads account. In case you didn’t already know, YouTube is owned by Google, so the ad platform is integrated.
2. Add a New Campaign
To add a new YouTube Ad campaign, click the blue “+” button on the left and click “New campaign”. Another possibility is to click on the “+ new campaign” button in the center of the page.
3. Choose your Ad Objective
By positioning the cursor over each objective, it is possible to visualize in which channels they are developed. Objectives that you cannot advertise on YouTube are “App promotions” and “Visits to stores and production sites”.
If you intend to run display ads, your campaign objective must provide access to the Google Display Network. Whether they are skippable, non-skippable, overlay, brief, or sponsored cards, the objectives must provide access to the 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 Your YouTube Ad to Display
To further exemplify this step of how to advertise on YouTube, we selected the “Brand Reach and Awareness” objective. Then we choose “Video”.
5. Select the Type of Ad you want to make
Just below that is a drop-down menu to choose which type of video ad you want. Here we also selected a skippable ad as an example and clicked “continue”.
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6. Configure your Campaign Settings
At this stage, you should name your campaign so you know what it’s about when tracking performance.
Then select your bidding strategy, i.e. how you want to pay for the ad.
And 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 Your Ad Group Characteristics
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 your audience’s interests, themes associated with your ad, and which placements your content should appear on.
Finally, set your target CPM/CPV bid for your ad group.
8. Upload your Ad
At this point you need to upload your creative to YouTube if it’s not there. Finally, before publishing the campaign, remember to add the necessary links, CTA buttons and other information.
FAQ – Frequently Asked Questions About Advertising on YouTube
1. How much does it cost to advertise on YouTube?
2. What is not allowed to advertise on YouTube?
3. Do I need to have a YouTube channel to advertise?
4. Why is YouTube so successful?
5. How does Youtube charge for ads?
Conclusion
In short, knowing how to advertise on YouTube is a process that requires some basic knowledge, as shown throughout the article. YouTube is a very rich platform that offers different possibilities to those who choose it.
Remember that to get the best results, you also need to worry about the content of the campaigns, optimize it for search engines (work on SEO), use CTAs and work on re-marketing. It is also worth associating the strategy with other channels, such as Pinterest. Doing all this, the chances of having the desired results are much greater.
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