How to advertise on YouTube
How to advertise on YouTube
Key Takeaways
Content is King: Create high-quality, engaging video content that tells a story and provides value to the viewer.
Targeting is Queen: Use the powerful targeting options within the Google Ads platform to reach the right audience with the right message on YouTube.
Let the Pros Handle It: From strategy and production to campaign management, a digital strategy agency like One Day Agency has the expertise to make your YouTube advertising a success. Contact us to learn more about how we can help you harness the power of YouTube.
In the vast and ever-expanding universe of online content, one platform reigns supreme when it comes to video: YouTube. With over 2 billion logged-in monthly users, YouTube is more than just a video-sharing platform – it's a cultural phenomenon, a search engine, and a powerful advertising tool.
For businesses, YouTube offers a unique opportunity to engage with a captive audience through the power of sight, sound, and motion. But how do you harness this power to create a successful advertising campaign? This comprehensive guide will explore the world of YouTube advertising, from understanding the different ad formats available through the Google Ads platform to creating a video that will leave a lasting impression.
The YouTube Advertising Universe
YouTube advertising is managed and executed entirely through the Google Ads platform. This is a significant advantage, as it means you can leverage Google's unparalleled data and sophisticated targeting options to reach your ideal customer. You can target by demographics, interests, keywords searched on Google, and even specific YouTube channels or videos that your audience watches.
The platform offers a variety of ad formats to suit your budget and objectives:
Skippable In-Stream Ads: These are the most common type of YouTube ad. They play before, during, or after a video, and viewers have the option to skip them after 5 seconds. You only pay when a viewer watches at least 30 seconds of your ad (or the entire ad if it's shorter than 30 seconds) or interacts with your ad.
Non-Skippable In-Stream Ads: These are 15-20 second ads that play before, during, or after a video and cannot be skipped. You pay per impression.
Bumper Ads: These are short, 6-second, non-skippable ads that are great for raising brand awareness. You pay per impression.
In-Feed Video Ads: These ads appear in the YouTube search results, on the YouTube homepage, and in the "related videos" section. You only pay when a viewer clicks on your ad to watch your video.
Masthead Ads: These are large, prominent ads that appear at the top of the YouTube homepage. They are available on a reservation basis and are ideal for reaching a massive audience in a short period of time.
Creating a YouTube Ad That Captivates
With so much content on YouTube, you have a very short window of opportunity to grab the viewer's attention. Here's how to create a video ad that will make an impact:
Hook Them in the First 5 Seconds: The first 5 seconds are crucial. Start with a bang and give viewers a reason to keep watching.
Tell a Story: The most effective YouTube ads are the ones that tell a compelling story. Use a narrative structure with a clear beginning, middle, and end.
Show, Don't Just Tell: Video is a visual medium. Use strong visuals to show your product or service in action.
Include a Clear Call to Action: Tell viewers what you want them to do next, whether it's visiting your website, subscribing to your channel, or making a purchase.
Optimise for Mobile: The majority of YouTube views are on mobile devices, so make sure your video is optimised for vertical viewing where appropriate.
The Cost of YouTube Advertising
The cost of your YouTube ad campaign, managed through Google Ads, will depend on a number of factors, including your targeting options, your ad format, and your bidding strategy.
You can set a daily budget and a maximum bid amount, so you're always in control of your spending. As a baseline for planning, it's useful to know the average Cost Per Mille (CPM). In the UK, a general average CPM on YouTube is approximately £3.00. This figure can change based on audience demand, but it provides a solid starting point for budget calculations. The key is to track your key performance indicators (KPIs), such as view-through rate (VTR) and conversion rate, to ensure you're getting a good return on your investment.
Why You Need a Media Agency for Your YouTube Advertising
YouTube advertising can be a complex and time-consuming endeavour. A media agency like One Day Agency can help you to:
Develop a Winning Video Strategy: We'll help you to develop a video advertising strategy that is aligned with your business goals and target audience.
Produce High-Quality Video Content: Our team of video production experts can help you to create a professional and engaging video ad.
Manage Your Campaigns: We'll handle all the technical aspects of setting up and managing your campaigns within the Google Ads platform.
Analyse and Optimise: We'll track the performance of your campaigns and make data-driven decisions to optimise them for success.
