Brands advertise on YouTube since it is the world’s second most popular website, with 2 billion logged-in users every month.
YouTube offers a broad reach and excellent targeting features if you’re considering where to spend your video ad money. This makes it an essential platform across the consumer journey.
In this article, we’ll look at the types of YouTube ads and walk you through how to advertise on YouTube.
What Is YouTube Advertising?
YouTube advertising is a pay-for-placement system that enables businesses to reach out to YouTube’s over 1 billion subscribers via tailored adverts.
These adverts (videos, banners, or text) can appear before the requested video, as an overlay while a video is playing, or in the page’s right edge.
Types of YouTube Ads
Before you advertise on Youtube, it’s critical to understand the ads. That way, you may customize your campaign to the format you intend to use.
YouTube advertisements are classified into six types:
- TrueView ads
- Non-skippable instream ads
- Bumper instream ads
- Sponsored card ads
- Overlay ads
- Display ads
Let’s get to know each of them.
1. TrueView Ads
Because this is the most common advertising style on YouTube, we’ll go through it in greater detail than the others.
TrueView commercials provide consumers with the most influence over the adverts they see. As a result, according to Google, eight out of ten users prefer TrueView over alternative in-stream video ad formats. Also, TrueView advertising is excellent for businesses.
Advertisers only pay for TrueView advertisements when visitors watch for at least 30 seconds, complete a short movie, or engage with an ad, such as by clicking on a call-to-action button.
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Viewers can choose which commercials to watch and skip the ones they don’t. Thus, advertisers save money while reaching a more engaged audience.
According to YouTube, the maximum length of a TrueView video ad is 6 minutes, and the lowest is 12 seconds. TrueView advertising is divided into two categories: in-stream ads and discovery ads. Let’s take a closer look at them all.
a. TrueView Instream Ads
TrueView in-stream advertisements appear before a viewer’s selected video. In-stream promotions also include a little countdown timer and a link to the advertised website in the lower left corner of the screen.
Furthermore, TrueView in-stream advertising comes with a banner ad that appears in the right-hand sidebar above the list of suggested films.
Marketers who want to advertise on Youtube can customize TrueView in-stream ads using call-to-actions and text overlays.
b. TrueView Discovery Ads
TrueView Discovery adverts show in YouTube search results on the right-hand sidebar of watch pages above the suggested videos list. The advertisements include picture thumbnails and up to three lines of text.
When consumers click on discovery adverts, they will be redirected to the YouTube watch page or related channel page where they may see the video.
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So, why Should You Use TrueView to advertise on YouTube?
TrueView advertisements are an excellent method to reach your target audience. Also, they’re low risk. And because TrueView advertising is opt-in, you are not limited by time constraints. According to Google, when marketers advertise on YouTube using TrueView, existing content views can grow by up to 500%.
Let’s take a look at other types of YouTube adverts.
2. Non-Skippable In-Stream-Ad
Non-skippable in-stream ad is essentially the same as TrueView in-stream ads. However, viewers cannot skip this kind of ad.
These commercials are not deemed ‘TrueView’ since viewers have less control over them. Indeed, YouTube discontinued the 30-second unskippable ad format last year, and Non-skippable commercials must now be between 15 and 20 seconds long.
Non-skippable in-stream advertisements don’t just show before videos. But they play halfway through videos of 10 minutes or more also known as mid-roll non-skippable YouTube advertising.
Those who advertise on YouTube pay a CPM for non-skippable ads, unlike TrueView commercials. CPM is an abbreviation for cost-per-mille. And it indicates that advertisers pay the price per thousand views.
As a result, it’s critical to fine-tuning your ad targeting to avoid wasting money on ineffective prospects.
Also, it’s crucial to remember the purpose of CPM advertising.
Whereas pay-per-click (PPC) advertising is good for turning prospects into leads, cost-per-mille (CPM) advertising is better suited to large-scale branding initiatives.
3. YouTube Bumper Ad
The third sort of YouTube video ad offered to advertisers is bumper YouTube advertisements. These non-skippable video adverts must be less than 6 seconds long and play before the viewer’s chosen video.
Advertisers pay for bumper advertisements on a CPM basis, much like non-skippable YouTube commercials.
Many firms use them in a more comprehensive YouTube advertising strategy that includes other ad forms.
Apparently, bumper advertisements aren’t the best format for tales, testimonials, or product demonstrations. However, the 6-second time constraint may be a great motivator for creativity.
4. YouTube Sponsored Card Ad
YouTube sponsored cards to appear as little call-to-action (CTA) pop-ups within videos. Sponsored cards are a low-key type of YouTube advertising. The card expands when a spectator clicks on a little I sign in the top right-hand corner of a video.
YouTube sponsored cards can feature other YouTube videos and goods from Google Shopping. Google provides a valuable guide to help you design a card-based shopping campaign.
5. YouTube Overlay Ad
Overlay adverts are the most basic type of YouTube advertising. These are banner advertisements that show at the bottom of videos.
Also Read: The ultimate guide to affiliate marketing using YouTube
Overlay advertising can also be text-based. Google’s useful instruction on Overlay YouTube advertisements may be found here.
6. YouTube Display Ad
Display adverts are yet another straightforward YouTube advertising style. These adverts have been present for a while and you can find them in the right-hand sidebar, above the list of suggested videos.
Benefits Of YouTube Advertising
YouTube advertising helps raise brand recognition, influence purchasing decisions, and enhance sales. Besides that, it boosts brand loyalty. One may achieve the following if he advertises on YouTube:
1. Increase Brand Awareness
Present your brand to folks who know little or nothing about it. Target individuals interested in comparable items and locations so that you may identify commonalities.
2. Influence Buyer Decision
Videos that explain why your item is the greatest option for your customer, with facts to back it up, convert the best. Therefore, make use of this.
3. Enhance Sales
Experiment with fresh approaches and reach out to similar audiences you’ve never addressed before. Investigate ways to connect your goods to others and begin increasing sales.
4. Boosts Brand Loyalty
In your videos, encourage your clients to talk about your item. Also, entice them to demonstrate to prospects that you give the most excellent goods and services in the industry.
How To Advertise On YouTube
How you advertise on YouTube will change depending on your expectations. Ready? Here are all of the procedures you must do to advertise on YouTube successfully:
1. Create A YouTube Channel
For you to advertise on YouTube, first create a YouTube channel for your company.
Log in to YouTube with your Google Account and establish a business channel. To avoid unforeseen situations, ensure you set up YouTube channel using your brand’s email address.
Using the official email address for your business allows other personnel in your organization to manage and update your YouTube sites. Also, you may use the account to build additional YouTube channels.
Then, you can optimize your profile. This is where you:
- Add your “about” information.
- Use a suitable image – Your brand’s logo or any image that qualifies your brand.
- Add your social media and website links.
2. Create A Google Adword Account
To create your Google Adwords account, create a new Gmail account or sign in to an existing one. To build your first campaign, follow these steps:
- Advertising goal: Increase phone calls, physical place visits, internet visits, and so forth.
- Advertising area: This is where the majority of your consumers live.
You’ll be prompted to create your first ad during the setup process. Again, this is only a portion of the initial setup, and you are not required to complete it.
You’ll be able to add your visuals here, but since you’re unlikely to use this ad, feel free to continue ahead.
3. Link AdWords to YouTube
After you’ve created your Adwords account, you must connect it to your YouTube account before you can start running video advertising.
The procedure is simple and shouldn’t take more than a few minutes.
- Sign in to your YouTube account.
- In the top right corner of the page, click your profile icon.
- Choose ‘Creator Studio.’
- Select ‘Channel’ on the left, then ‘Advanced.’
- Under ‘Google Ads Account Linking,’ choose ‘Link a Google Ads Account.’
- Follow the on-screen instructions and then click ‘Finish.’
4. Select Your Campaign Objectives And Types
To advertise on YouTube, you must first decide on a critical aim. Your campaign goal may be to drive sales online, in-app, by phone, or in-store.
Also, it might generate more leads and conversions, including getting the right audience to visit your website.
Furthermore, your campaign goals might be to increase brand awareness or get people to explore your products.
Next is to choose your campaign type, which determines how and where customers see your ads. Here, various options will appear based on your selected aim in the campaign type section.
The campaign subtype comes next. The choices here will also vary based on your selected goal and campaign type.
Choosing ‘Brand Awareness and Reach’ as your aim and then ‘Video’ as your type will result in more recognizable ad possibilities for the subtype, such as ‘skippable in-stream advertisements,’ ‘bumper ads,’ and ‘non-skippable in-stream ads.’
Remember that the type and subtype you select will impact your bidding strategy, as certain options only allow for specific techniques.
5. Set Up Your Campaign
Simply name the campaign after yourself. Only you can view it; anybody will have access to handle campaigns, so label it whatever you wish. However, make the title resonate well with the campaign.
Next, you’ll need to set up a campaign budget. You can choose to spend money daily or throughout the campaign. If you’re a newbie, start with a minimum daily budget.
This will prevent you from overpaying on a campaign that isn’t optimized or doesn’t provide the desired outcomes.
Now, you can schedule the date you expect the campaign to go live. It could be now, tomorrow, or even in the future. Learn more about the best time to post on YouTube
Moving on, you’ll need to select your language, which should be simple enough. Then, decide where you want your campaign to run.
You can go as broad as marketing to numerous nations or as narrow as marketing to a single city. You can also omit certain areas in this section.
6. Define Your Target Audience
Choose your demographics, which include age, gender, parental history, and family income. Your audience is (obviously) who will see your adverts.
This part can be made accessible or complex by including comprehensive demographics and interests.
Your target audience might be as primary as “book lovers” or as complex as someone married, in college, and likes books and gaming.
7. Upload Your Video
If you’ve previously submitted your video to YouTube, this should be as simple as copying and pasting the URL. Unless you’ve chosen a six-second bumper ad or a non-skippable ad style, your ad type will influence how much of it is shown before you have the choice to reject it.
For TrueView ads, this will most likely be five seconds. It’s ideal to start these skippable adverts with a brief and unambiguous statement.
At first, it might be overwhelming to advertise on YouTube. However, YouTube’s many advertising formats provide advertisers with a formidable set of options for reaching their target audience.
Furthermore, with video content anticipated to account for 82% of all online traffic by 2022, this marketing medium is well worth mastering.
Godsfavour is a passionate content strategist with an excellent flair for writing on various niches. With a bachelor’s degree in Accounting. Her natural knack for details, coupled with her love for the English language, helps her weave and spin words together to create a masterpiece. She’s passionate about business growth and development.