Table of Contents
Table of Contents …. 2
Introduction .. 3
Benefits of Advertising on YouTube 6
Available Ad Formats …. 8
TrueView In-Search … 8
TrueView In-Display … 8
TrueView In-Stream … 8
TrueView In-Slate 9
Getting Started 10
Advanced Options . 12
Retargeting .. 12
Overlay Ad … 13
Show More Ads . 14
Tracking Results …. 15
Choosing the Best Ad Format . 16
Conclusion . 17
Resources . 18
HeroCaster .. 18
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Benefits of Advertising on YouTube
There are many benefits to advertising on YouTube, and very few drawbacks. In fact, they are one of the most profitable and effective advertising methods available today.
Let’s take a look at a few of the reasons why it’s so beneficial to advertise on YouTube:
1. Low Cost – On YouTube, you can advertise in four different places. With in-stream, you pay for ad views. In order to be charged, a user must watch part or all of your ad (either 30 seconds or the entire ad, whichever comes first). You can actually get incredibly low pay-per-view costs… as low as a few cents each! Other methods can be just as effective and even cost less, so it pays to experiment.
2. Great Tracking – Many advertising programs have terrible tracking of views, clicks, etc. Fortunately, YouTube has a great tracking system. It’s not quite as good as some of the really powerful ad systems, but it’s still much better than the vast majority of systems.
3. Flexible Bidding – YouTube will allow you to choose how much you’d like to pay for each ad format, including in-stream videos and others. This way, you aren’t paying more for formats that might actually be less effective.
4. Effective Targeting – The number of targeting options available is extremely wide, allowing you to set up campaigns that are startlingly effective. They are one of the best ad platforms as far as being able to target your audience as closely as possible.
5. Massive Audience – With over one billion unique monthly visitors and over six billion hours of video watched each month, it’s easy to see why you should be using ads on YouTube. There aren’t many other platforms that can boast such a massive online audience!
6. Effective Medium – There aren’t many advertising mediums that can boast the kind of effectiveness video can. While people have grown banner blind and mostly ignore banner ads, the same is not true for video ads, especially those that are interesting. Many people will happily watch a video commercial, but they completely ignore many other types of ads.
Available Ad Formats
There are four ad formats available on YouTube. Each ad format has its own set of benefits and pricing model. You may need to experiment to see which one works best for you.
Let’s take a look at the various ad formats, how they work, and how their pricing models work.
With TrueView In-Search, users see your ad above or beside the results they receive when they search for something on YouTube. You pay when someone clicks your ad to view your video.
Ads appear beside videos on the main watch page for the video. Viewers can then click the ad to watch your video. You only pay when someone clicks to watch your video.
Videos are like commercials that play during a YouTube partner video. The ad plays, and viewers can skip the video ad after 5 seconds. You pay only when someone watches 30 seconds or the full video ad, whichever comes first.
These videos are also like commercials, but they play before a longer YouTube video, generally over 10 minutes. Viewers can choose one of three ads to watch before the video plays, or they can choose to simply watch any commercials. They cannot be skipped. You pay only when someone clicks the ad to watch your video.
The first thing you need to do to get started is to create a video to use as your ad. If you can’t create your own video, there are plenty of services out there that can do it for a reasonable fee.
After you have your video, follow this step-by-step list to get started with your first ads.
1. Publish the Video – The first thing you must do is publish your new video ad to your YouTube account. Make the video public. Tag the video properly. And write a good headline to be sure you get the highest possible CTR.
2. Log into AdWords – Once you log into your Google AdWords account, you’ll need to link your YouTube account to it. You can link multiple YouTube accounts to it if you manage multiple businesses with their own accounts.
3. Target Your Ad – You’ll want to narrow your targeting down as much as you possibly can in order to get the most our of your ad budget. You can target by age, gender, location, interests, search words, display, device, placement, and others. Be sure to target your ad as closely to your target demographic as possible, even if it means a lower number of views each day.
4. Bid for Your Ad – Next, you need to choose how much you want to pay for each view or click. You can set lower bids for the types of ads that don’t seem to perform well for you, and pay more for those that are more effective.
To bid, go to your campaign and look for the “Targets” tab. Go to the section that says “All targeting groups”, and then go to “Bidding”. Expand “Max Cost Per View”, and you can adjust your bidding for each individual ad type.
That’s it. It’s really that simple to get up and running. Once your ads are running, you can move on to a few more advanced methods that will help you truly get the most out of your ads.
Now that you have your first ad running, it’s time to delve a little deeper into some things you can do to increase the effectiveness of your ads.
Retargeting is quickly becoming one of the most popular ways to increase the effectiveness of any online ad campaign, and now that it is available on YouTube, you should really consider taking advantage of it.
Retargeting works like this:
1. A visitor comes to your website that is embedded with a special code that tracks their future activity online.
2. That visitor doesn’t buy from you for whatever reason, and they leave your website.
3. They then visit YouTube and they are shown an ad for the product they already viewed on your website, giving you another chance to make the sale.
You may be wondering why this is even effective. After all, that individual left your website without buying. But think about this. WHY did they leave without buying? Was it truly because they didn’t want your product, or was there just a temporary issue that kept them from buying?
Maybe they just didn’t have the money at the time. Once they get paid, if they see an ad for your product, they might go, “Oh, yeah! I can afford that now!”
Maybe you didn’t have the color they wanted in stock at the time. If you get it back in stock, they might see your ad and say, “I wonder if they ever got that blouse back in stock in blue. Yep, they did!”
To use retargeting, look in your video campaigns page on the left side for the section “Video remarketing lists”. Here, you can learn how to retarget your ads on YouTube in order to try to draw back some of the traffic you lost.Other Details
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