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Introduction To YouTube Ads

What is YouTube Advertisement

Ads that are shown on youtube videos are called YouTube advertisements. Most of the time the ads are made of videos but you can also show text ads on videos. Youtube ads are mostly similar to google ads, with some changes in the types of ads. These ads can show before, after, or between the video.

Also, you can use all sorts of strategies for running these ads. YouTube ads are also displayed on Google Display Network. This means you can also run video ads on websites that are using AdSense.

Fun Fact: Youtube has 2 billion monthly active users

Where Does Youtube Ads Appear?

Youtube ads can appear on different ad networks, these networks are the places where google lets you show your ads. Following are the places where your youtube ads appear:

  • YouTube homepage
  • YouTube videos
  • YouTube channel pages
  • YouTube search results
  • Google video partners (which include websites and apps in google display network)

Types of Goals on YouTube Advertisements

When you are making a Youtube ad campaign in Google Ads, you have to select a goal in the first step. A goal is what you want your ads to achieve. For example, it can be website traffic or leads for your business. Following are the types of goals you can choose:

Sales

Leads

Website traffic

Product and brand consideration

Brand awareness and reach

YouTube Video campaign subtypes

After you determine which goal you want to achieve, you choose a campaign subtype for your ads. The campaign subtype determines three things 1) how your ads will reach people 2) where your campaign will run, and 3) ad formats that you can use.

Let’s take a look at some of the subtypes that are available in different campaigns.

Sales / Leads / Website traffic

  • Drive conversions

Product and brand consideration

  • Influence consideration
  • Shopping
  • Ad sequence

Brand awareness and reach

  • Skippable in-stream
  • Non-skippable in-stream
  • Bumper
  • Outstream
  • Ad sequence

YouTube generated over $5 billion in advertising revenue in the third quarter of 2020

Types of Youtube Ads

  • Skippable in-stream ads
Skippable in stream ads
Source: Google

These ads can appear before during or after the video is played. After 5 seconds the user has the option to keep watching or skip the ad. With CPV bidding you pay when a user watches your video for 30 seconds or interacts with it. With CPM or CPA bidding you are charged for impressions.

  • Non-skippable in-stream ads
Non-skippable in-stream ads
Source: Google

As the name suggests viewer has no option to skip this ad. You can show an ad for 15 seconds (or less). These ads also appear before, during, or after the video. Target CPM bidding is the strategy that you can use with these ads and you are charged for impressions.

  • Video discovery ads
Video discovery ads
Source: Google

Video discovery ads are used when you want to show ads in the youtube search, alongside related youtube videos, or on the mobile youtube homepage. You are charged when a viewer wants to watch your ad and clicks on it.

This ad shows a thumbnail of the video and some text which include a headline and a short description.

  • Bumper ads
Bumper ads
Source: Google

Bumper ads are usually used to show a short and memorable message. These ads are 6 seconds long. Viewers don’t have the option of skipping this ad. Target CPM bidding is used in this ad and you pay for impressions.

  • Masthead ads
Masthead ads
Source: Google

Masthead ads are used by companies that want to advertise a new product or launch a new product to massive audiences. This ad can only be used through a google representative on a reservation basis.

This ad appears on the Youtube home feed. The video is 30 seconds long and it is played with the sound off. You can also add two companion videos and the user has the option to unmute the video if they want to hear it. You pay for impressions when using Masthead ads.

55% of marketers are using YouTube According to Social Media Examiner’s 2020 industry report.

Benefits of Using Youtube Ads

As time goes by more and more businesses are moving toward YouTube advertisement. The reason behind this is that there are a lot of benefits to using YouTube ads as a marketing strategy. Let’s look at some of those benefits below:

  • You are able to see the analytics of your views in real-time
  • You can show your ads to a popular or viral video
  • You can easily target where you want to show your ads, whether it is a channel, a video, or a website.
  • You can be as creative as you want and spread your true message through videos
  • There are a lot of ad formats to choose from
  • You can identify the intent of the buyer
  • There are options to target specific audiences that need your products and services
  • You can control the demographics like age and gender of the viewers.
  • YouTube ads are easy to make and campaigns are not too difficult to set up.

A research shows that in 2021 89% of video marketers are going to include YouTube in their video marketing strategy

So in short YouTube ads can help a lot with the growth of your business. If you don’t want to lose customers and beat your competitors then you have to include YouTube in your marketing strategy. Do let me know in the comment section how was your experience with the YouTube advertisement.

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