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Welcome to part 2 of my 2-part step by step guide to creating the perfect YouTube ad campaign, we left off talking about getting to know your ad options. So, let’s carry on with it.
Video Ads – Video ads are advertisements that play before the user is allowed to watch a video. With them, you are allowed to show a small banner ad next to your in-stream advert at zero cost. Some of these ads will give the viewer the option to skip, whilst some will not. If the user is allowed to skip the ad after five seconds, the ad can be up to 60 seconds long. If the ad cannot be skipped, you are only allowed up to a maximum of 15 seconds.
Overlay Ads – These ads, which are only available on YouTube’s desktop platform, measure 728×90 pixels and appear in a semi-transparent state over the bottom 20% of the videos you choose to target. The information included in your as can be displayed as text or images.
In Search Ads – In search ads are videos ads that are displayed at the top of the search results page on YouTube. They are displayed above organic results with a little yellow icon beside them that says, shock horror, AD.
In search, ads can be an effective way of capturing new viewers that search for content in your category. You can also use these types of ads to capture content from competitions. A good example would be that there is a channel that runs ads for the “Top 10 Safety Razors of 2017” and have a guess who the ad is targeted at? People who search for the “Dollar Shave Club.”
Because Dollar Shave Club has its own audience and a high volume of people who search for their videos, you are able to “steal” part of their audience, how? Well as I said through running ads aimed at the keyword “Dollar Shave Club.”
In search, ads are less interruptive than in-stream videos ads, since users aren’t forced to watch your content if they don’t want to.
Discovery Ads – These are thumbnail image ads that generally appear in the upper right-hand corner of the search and watch pages. You can specify which pages you want your ad to appear on. It is possible to show display ads on the YouTube homepage as well, but only if there’s no other ad showing at the top of the page.
These ads typically catch the viewer’s attention when they look at the “related videos” section. YouTube used to place a yellow border around all discovery ads to show that they were advertisements, but they removed that border for the sake of making their advertising more “native.” After that discovery ads became even more valuable.
Many marketers make the mistake of thinking that customers don’t pay attention to long-form videos. They think that only short videos generate the attention that is needed to convert prospects into paying customers, thus, no one tends to put discovery adverts onto longer videos.
But the truth is, if you target customers at the right stage of the buyer’s journey, you can convert them faster by using long form adverts. Here are a few things to keep in mind when considering discovery ads:
• They are designed to keep viewers within the YouTube ecosystem, not link them away to a different website. For this reason, these types of ads are best for marketers who want to increase their YouTube following.
• Because they are designed to keep viewers within the YouTube ecosystem, you will have to find other ways to link your viewers back to the landing page you want them on. The obvious choice would be to put the link in the description of the video, use annotations, or optimise the SEO for your videos.
The ideal format for your brand will depend on your audience and conversion goals. Keep the following recommendations and considerations in mind:
• Videos ads are a great way to engage and introduce people who have no previous experience with your brand or business
• Skippable ads tend to provide a better user experience. They are more engaging because users are choosing to watch the video, rather than being required to. However, converting using with skippable videos can be difficult, as you need to really grab their attention within those precious first five seconds. If you choose this option, try to present all your important ideas in the first few seconds and then subtly reveal other interesting information throughout the rest of the video.
• Using in search ads can also be a powerful way to build trust with users searching for your brand. They are especially effective if used in conjunction with television advertising, as many consumers search for brands on YouTube after seeing their ads on television.
• Search ads can also be a good way to connect with users in different stages of the buying process. To do this, identify customers who are searching for keywords that indicate they are trying to find more information about the products you offer and use this opportunity to present your brand.
Each of these ads can have a place in your campaign, but it is up to you to decide how to best engage with your target customers and how to determine which stage of the buying process they are in.
Choose a Video for your Ad – Now you will need to select one of the videos that you have uploaded to your YouTube channel to display in your ad. If you haven’t created a video specifically for your campaign, make sure that the video you choose reflects the message that you want to convey to your viewers. If you are choosing from your channel, you will also want to check that the length of the video falls within the limits allowed by your ad type. If not, you may need to make some edits to shorten it.
When thinking about the best practices to follow on YouTube, it is important to think about the state of mind of your end user is in when they watch your ad. For example, what stage of the buyer’s journey are they in?
If they are searching for quick 2-3 minute videos on how to use some features in WordPress, then chances are they are still early in the process. You will have to engage them with more educational content before you can sell to them.
If they are already watching videos sales letters that are over an hour long, then chances are you can pitch to them near the end of your video ad right away.
Set the Destination for your ad – Where do you want your viewers to go after clicking on your ad? AdWords allows you to direct them to either your YouTube channel or to another video. Linking to your channel may be preferable if you are trying to engage with a new lead for the first time, as this gives them the opportunity to browse all your videos and get a good understanding of your brand.
On the other hand, if you are targeting users who are ready to convert, linking to videos with a clear call to action may be more advantageous. As with every other step of this process, it is regular testing that will reveal whether or not you have selected the correct destination for your YouTube ad.
YouTube remains the most popular video sharing site on the web – and for good reason. The site has currently got over 1 billion users, which means that there will be no trouble when it comes to setting your ads to target the people who are most likely to be interested in your products and services.
However, succeeding with this marketing method still requires a lot of work. You will need to create high-quality videos and invest in both testing and targeting on an ongoing basis to run a successful YouTube campaign.
So, that was part 2 of my 2-part blog on how to make the perfect YouTube ad campaign, if you have any further questions on the process, let me know! Thank you for reading.