The Ultimate Guide to YouTube Advertising: Strategies for Success

Do you want to run ads on YouTube but don’t know how to begin? You’ve come to the right place. This is your all-access pass YouTube advertising guide. We’ll guide you, giving you all the tools to make your ads earn more money and be successful.

So why should you play the YouTube advertising game? The answer is crystal clear…

• YouTube has over 2.68 billion monthly active users and is the second most popular website in the world.
• People watch over 1 billion hours of YouTube content every day.
• YouTube generated $29.243 billion via advertising in 2022.

With these strong facts, YouTube ads are a treasure to be discovered. Get ready and let’s start!

The Types of YouTube Advertising

 

There are 6 different types of YouTube ads. Each has unique characteristics and benefits. Understanding these types of YouTube ads can help businesses maximize their advertising effectiveness on this leading video-sharing platform.

Skippable In-Stream Ads

This is the most common type of YouTube ad. Skippable in-stream ads, appear before, during, or after other videos. After five seconds, viewers have the option to skip the ad and continue watching their chosen content.

Here’s the best part – advertisers only foot the bill when a viewer completes 30 seconds of the ad, views the entire ad if it’s shorter than 30 seconds, or interacts with the ad, whichever happens first.

 

 

Non-Skippable In-Stream Ads

These ads can’t be skipped. Non-skippable in-stream ads must be watched entirely before viewers can continue to their chosen video. These ads can be up to 15 seconds long. 

 

These ads are ideal for short and strong messages. They are more likely to be remembered by viewers due to the inability to skip them. However, they can also be seen as intrusive and may not be suitable for all audiences.

Discovery Ads

These ads used to be called in-display ads. They’re your brand’s door to YouTube’s homepage, search results, and related videos. These ads match the users’ searches, so they’re more engaging. Advertisers pay only if a viewer clicks the ad to watch it.

Outstream Ads

Outstream ads are mobile-only video ads that play on partner websites and within apps. These ads give advertisers more places to connect with their audience beyond YouTube. Since they only play on mobile devices, out-stream ads are an excellent choice for targeting mobile users.

Bumper Ads

These are 6-second ads that can’t be skipped. They show up before a video starts. These quick ads are great for brand awareness and repeating a message. Advertisers pay each time their ad is seen a thousand times.

 

 

Masthead Ads

These ads are at the top of the YouTube homepage. They’re usually for big ad campaigns because of their noticeable spot. These ads can be videos or pictures and are a great way for businesses to get a lot of quick attention.

 

How to Advertise on YouTube: Step-by-step

In this section, you’ll learn step-by-step how to advertise on YouTube.

Step 1 – Create a YouTube Channel and Set Up Your Google Ads Account

First and foremost, you’re going to need a YouTube channel – this will be your launchpad for video advertising. So, if you haven’t already, go create a new channel to kickstart your YouTube advertising campaign.

Then, you need to create a Google Ads account. As the puppet master of YouTube, Google handles all the advertising, which makes it your next pit stop. If you’re already in the game, log in. 

If you’re new, sign up at ads.google.com. It’s important to use the same Gmail account for your Youtube channel and for your Google ads account. 

 

Step 2 – Create a New Video Campaign

Once your Google Ads account is set up, it’s time to breathe life into your first video campaign. In your Google Ads account, click on the “+ NEW CAMPAIGN” button. Select “Video” as the campaign type and choose a goal that aligns with your marketing strategy, whether it be sales, leads, website traffic, product or brand consideration, or brand awareness and reach.

Still, figuring out your campaign goal? No worries! Choose “create a campaign without a goal’s guidance” and define it as you go.

 

Step 3 – Define Your Campaign Settings

This is where the nuts and bolts come into play – setting your campaign parameters. Here’s your toolbox:

• Campaign Name: Assign a name to your campaign. It should be something relevant and descriptive that enables you to identify the campaign easily. This name’s for your eyes only.
• Budget: You’ve got two choices – set a daily budget or a total campaign budget. It all depends on how much you’re willing to invest.
• Bidding Strategy: Your bidding strategy will be your compass. Want views or engagements? ‘Cost per view’ (CPV) or ‘Cost per thousand impressions’ (CPM) could be your jam. If conversions are your endgame, consider ‘Cost per action’ (CPA) or ‘Maximize conversions’.
• Campaign Dates: Set the lifespan of your campaign – start and end dates. If you don’t want to set an expiration date, your campaign will keep rolling until your budget is exhausted.
• Networks: Here’s when you decide where your ads will be shown. For video ads, you can choose between YouTube search results and YouTube videos from other channels.
• Languages and Locations: This is straightforward. You’ll choose in which languages and locations you want your ad to appear.  
• Inventory Type: Choose the type of content where you want your ad to be shown. Google provides three options. Expanded inventory allows access to the maximum amount of inventory, including content that may be more sensitive in nature. Standard inventory allows access to a moderate amount of content that’s appropriate for most brands. Lastly, Limited inventory allows access to a smaller amount of content that’s cautious about brand safety.

By meticulously defining your campaign settings, you’ll be on the path to ensure your YouTube ad campaign hits the bullseye – reaching your target audience, aligning with your marketing goals, and staying within your budget.

Step 4 – Choose Your Target Audience

When setting up a YouTube ad plan, picking your target audience is the most important step. 

Picture this…

You have the best steakhouse in the world. If you decide to advertise it to vegetarians, would it be effective? The answer is clear. It wouldn’t.

Keep in mind that it doesn’t matter if your product is the best in the world. You need to put it in front of people who are interested in it. And with YouTube’s targeting options, you can point out the exact viewer groups that are most likely to be interested in your product or service.

YouTube gives you all these options to define your target audience:

• Demographics: Hit the mark by targeting based on age, gender, if they are parents and household income. This way, you’ll reach those YouTube users who perfectly align with your ideal customer profile.
• Interests: YouTube lets you target users based on their interests. This includes what they actively view and search for on the platform. You can choose from broad categories like ‘Beauty Mavens’ or ‘Home Decor Enthusiasts,’ or go for custom intent audiences where you define your audience based on keywords and URLs they’ve interacted with.
• Video Remarketing: Ignite the spark with users who have already interacted with your videos, ads, or YouTube channel. Remarketing is like a magnetic force that draws back those who have shown a genuine interest in your brand.
• Placement Targeting: If you want your ad to show on specific YouTube channels or videos, you can use placement targeting. By linking your brand with relevant and popular content, you’ll grab your viewers like never before.
• Keywords: Just like with Google Ads, you can target your video ads based on keywords. This means your ad will grace the screens of users who search for or indulge in videos related to the keywords you’ve handpicked.
• Topics: This option allows you to target your ads to specific topics on YouTube and the Google Display Network. With this option, your ad will appear on any content that revolves around the topic you choose.

Step 5 – Choose Your Ad Format

YouTube has a lot of ad types. But, what works best depends on what you want. We talked about six YouTube video ad types:

• Skippable In-Stream Ads
• Non-Skippable In-Stream Ads
• Discovery Ads
• Bumper Ads
• Outstream Ads
• Masthead Ads

Picking the right ad type is key for a good ad campaign. You need to make sure it fits with your ad goals. Most of the time, “Skippable In-Stream Ads” are the best choice.

 

Step 6 – Upload Your Video on YouTube

There’s no secret when it comes to uploading your video. It’s extremely easy. But it’s important to have a couple of things in mind.

First, the platform that will host your video for advertising is YouTube itself. So, you need to upload your video on YouTube. And if you haven’t already, put your video up on your YouTube channel.

 

In most cases, you shouldn’t get people to see your ad in your regular YouTube videos. So, to make your video unavailable to the public, you need to mark it as “unlisted”.

After uploading your video, you need to copy its URL. Then, go to your Google ads account under the section  ‘Create your video ad’. And look for a field to paste your video URL.

Step 7 – Configure Your Video Ad

Next, you will configure your video ad, including the final URL that viewers will be directed to after clicking the ad. You can also add a call to action and headline. Depending on the chosen ad format, the configuration options may vary.

Step 8 – Review and Launch

You’ve just about crossed the finish line, but before you kick off your campaign, let’s rewind and do a detailed revision of your ad setup.

Check off everything from your campaign and ad group names, budget allocation, and bidding strategy, to ensure it aligns with your initial plan. Pay extra attention to your targeting settings, ensuring you’ve got your sights set on the right audience. Keep your eyes peeled for any discrepancies in your video URL, final URL, and display URL.

Reassess your headline, description, and CTA, making sure they pack a punch and are free from spelling or grammatical mistakes. Don’t forget to rewatch your video, making sure it’s on point and effectively communicates your core message.

Once you’re satisfied with your thorough review, hit the ‘Create Campaign’ button. Your masterpiece ad is then sent off for a quality check to ensure it complies with YouTube’s ad policies. This could take anywhere from a few hours to a couple of days. Once greenlit, your ad hits the screens, getting your message across to your target audience on YouTube.

Step 9 – Monitor and Optimize Your Campaign

 

Keeping tabs on your YouTube campaign and fine-tuning it is a crucial ongoing process. The superpowers of Google Ads’ analytical tools will be your sidekick in assessing your ads’ performance, spotting areas for improvement, and making the tweaks needed to optimize your campaign.

When it comes to monitoring and tuning your campaign, start by getting familiar with key metrics such as:

• Impressions
• Views
• View Rate
• Clicks
• Click-Through Rate (CTR)
• Video Played To

Keep a pulse on these metrics to understand which facets of your campaign are firing on all cylinders and which need a little oiling. For instance:

• If you have a high number of impressions but a low view rate, your ad might not be compelling enough to encourage users to watch it.
• If viewers are checking out early into your video, it might be worth reassessing its length or enhancing the initial seconds to hold their interest.
• If the results aren’t what you expected, you may need to readjust your target audience. Dive into who’s engaging with your ad and fine-tune your demographic, interest, or keyword targeting based on the performance insights.

Conclusion

Youtube ads give you an arsenal of ad styles and the capability to home in on the exact audience niche. You can’t afford to let the sweeping advantages of YouTube ads slip through your fingers! 

After reading this YouTube advertising guide, you’re equipped with the knowledge to start your first campaign. You first learned the types of YouTube ads, and then, every step you must take on how to advertise on YouTube.

YouTube ads aren’t exclusively a big-league game. It’s for every business – big or small – looking to put their brand on the map and skyrocket their reach. If you’re on the fence about whether to jump in or not, it’s action time! The vast universe of YouTube ads is eagerly waiting for you to smash that ‘Create Campaign’ button!
Want help getting started? MultiVision Digital is here for you. Send us a message, and we will evaluate your budget and goals, to help you create a killer campaign.

As we wrap up, remember this: YouTube ad targeting isn’t just a tool; it’s an opportunity to connect with your ideal customer in a world that’s overflowing with content. Use it wisely, use it creatively, and watch your business thrive. If you’re not sure how to get started and want to get expert help, contact us to request a free quote from us.