It’s common knowledge that a staggering 5 billion videos are watched on YouTube daily. In fact, a mind-blowing number of 300 hundred hours of video are uploaded to the platform every minute! (More fascinating YouTube statistics can be found here).
This widespread usage is no surprise, considering YouTube pioneered easy online video sharing in 2005. Fast forward to today, and it’s clear that excluding video from your marketing strategy will hinder your visibility and growth. Video content consumption is so high that it needs to be a core part of any successful marketing approach. However, with countless companies recognizing this, cutting through the noise and standing out is becoming increasingly challenging. That’s why allocating advertising budget to platforms like YouTube is essential for reaching your target audience. While it shares similarities with paid search advertising, the world of YouTube advertising can feel intricate and overwhelming initially. To help you navigate this landscape effectively, we’ve compiled six tips for maximizing your YouTube ad budget and capturing the attention of your most valuable asset – your future customers. Note: For tailored advice on YouTube advertising during the pandemic, refer to our article: 4 Tips for YouTube Advertising During COVID-19.
1. Select the Ideal YouTube Ad Format
One of the first hurdles in YouTube advertising is the sheer variety of ad formats available. From concise bumper ads to engaging sponsored cards, from attention-grabbing display ads to skippable or non-skippable video ads (keep in mind that non-skippable ads are currently being killed in 2018). So, where do you begin? It’s best to start by familiarizing yourself with each format on the YouTube help page here and then aligning them with your primary advertising objective.
For instance, if your aim is to boost brand awareness through an engaging video ad, then TrueView in-stream or discovery ads might be the most suitable choice. Conversely, if your focus is on targeted lead generation for your website from genuinely interested prospects, then utilizing sponsored cards could be more effective. My recommendation is to experiment with a few ad formats and meticulously analyze their performance. Ensure you adhere to the specifications set by Google to maintain consistency in dimensions and quality. Investing in market research to determine the optimal ad format that aligns with your business objectives is always a worthwhile endeavor. RELATED: Curious about the average YouTube advertising cost? Our partners at LOCALiQ have the insights you need!
2. Separate In-Stream and Discovery Ads into Distinct Campaigns
Just as you would segment your Google AdWords campaigns into search and display networks, the same principle applies to your video ad campaigns. This separation is crucial because in-stream and discovery ads (previously known as in-display ads) function very differently. What’s the difference? In-stream ads are strategically placed before, during, or after other videos, while discovery ads appear alongside related YouTube videos, within YouTube search results, or across the Google Display Network.
Example of a YouTube discovery ad Given these fundamental differences, it’s crucial to manage them with separate budgets and strategies, which is most effectively achieved at the campaign level. Alyssa Codd from Metric Theory emphasizes this point: “These formats tend to yield significantly different results, making it crucial to evaluate their performance independently and adjust settings and bids accordingly for each format.”
3. Harness the Power of YouTube Targeting Options
Similar to advertising on other platforms like Facebook, Twitter, or Google, paying meticulous attention to your target audience on YouTube is paramount. With millions of viewers on the platform, it’s counterproductive to waste resources on uninterested or irrelevant viewers unlikely to engage with your offerings.
Via SEMRush YouTube empowers you with extensive control over who sees your ads. You can start with basic demographic targeting and then layer on affinity audiences (targeting users interested in specific topics), custom affinity audiences, and even in-market audiences actively looking for products or services like yours. Let’s imagine you offer golf lessons in a specific location. It would be highly effective to target your ads to users within that geographical area who belong to your typical customer demographic and have already shown an interest in golf.
4. Implement Video Remarketing for Enhanced Results
In my view, remarketing is hands down the most effective targeting method. It provides the assurance of engaging an audience that has already interacted with your brand by visiting your website. For those unfamiliar with this powerful technique, remarketing enables you to re-engage your website visitors with targeted ads on other platforms, including social networks, websites within the Google Display Network, and of course, YouTube. While it might seem intrusive, it’s incredibly effective and something you’ve likely experienced yourself. Remember that time a specific pair of shoes persistently appeared on your Facebook feed until you finally caved and made the purchase? Yes, that’s the power of remarketing!
Anja Kicken from Veeroll sums it up perfectly: “Simply put, it works. People who have already shown interest in your website are significantly more likely to be receptive to your offerings compared to those who are unfamiliar with your brand.” What makes remarketing even more appealing is its ease of setup. Once configured, minimal intervention is required aside from monitoring its effectiveness, which is bound to be impressive.
5. Craft Engaging, Authentic Content with a Human Touch
In today’s digital landscape saturated with video content, where viewers have the freedom to skip ads or click away, prioritizing high-quality video content is crucial. Think of quality as content that seamlessly blends in and doesn’t scream “advertisement,” avoiding any annoyance or disruption to the viewing experience. Whether it’s a compelling story that tugs at the heartstrings or a humorous approach that leaves viewers in stitches, incorporating a human element and creating relatable, natural, and authentic experiences should be your primary objective. Take inspiration from successful campaigns like this one, which secured a spot among the top 10 most viewed YouTube videos of 2015:
6. Drive Action with Interactive Elements in Your Ads
Did you know that you can seamlessly integrate your shopping cart with a TrueView video ad? YouTube offers a range of interactive features, including compelling calls-to-action, product showcase cards, and even auto-end screens prompting viewers to download your app.
Regardless of whether your business operates on a B2B or B2C model, you’re advertising for a reason. So why not capitalize on these powerful features to drive tangible action? A captivating ad is fantastic, but converting that engagement into measurable results and new business is the ultimate goal. Explore and leverage these actionable features to accelerate your video ad success.
Creating More Effective YouTube Ads [Summary]:
To recap, elevate your YouTube advertising game with these six key takeaways:
- Select the right ad format tailored to your specific objective.
- Manage in-stream and discovery ads as separate campaigns.
- Utilize YouTube’s advanced targeting options to reach the right audience.
- Set up a video remarketing campaign to re-engage interested prospects.
- Craft compelling, emotive video ads that tell captivating stories.
- Incorporate interactive links within your videos to drive action. And don’t forget to measure your results! Dive deeper with these resources:
- Four Underrated YouTube Metrics to Quantify Your Video Marketing Success
- 4 Incredibly Useful YouTube Studio Reports You Won’t Find in Google Ads.