In recent years, YouTube has become a very valuable advertising tool, enabling brands and businesses to engage with their target audience by placing video advertisements on their platform. Here’s everything you need to know about YouTube advertising on Google, concisely explained by HESK Digital, a leading PPC agency in Sydney.
What is YouTube advertising?
In just 11 months, YouTube grew from a concept into a video streaming site with more than 10 million daily video views. As with any business, YouTube needed to find a way to monetize its content, but in a way that wouldn’t impact the accessibility of its platform for its users. In August of 2006, YouTube’s first advertising concept was launched, and following its acquisition by Google in October of 2006, this quickly grew to include a multitude of other advertising opportunities, including in-video ads and the chance to stream YouTube adverts across websites and apps running on Google video partners. Today, YouTube remains a subsidiary of Google and more than 1 billion hours of video content is watched on the platform each day, making it a huge advertisement opportunity for brands looking to make use of video media as a way to reach their target audience.
The benefits of YouTube advertising on Google
83% of video marketers that have used YouTube advertising said it had been successful for them (Wyzowl, 2019), but the success of YouTube advertising has nothing to do with chance and comes down to three core factors.
- Video is an extremely engaging form of media
The combination of sight, sound and movement can cause an emotional response that it is not possible to achieve with other forms of media. Because of this unique formulation, video media has grown to be the number one form of media used in content marketing, beating blogs and infographics to the top spot. What’s more, consumers actually want to see more video content from marketers, preferring it to other forms of advertisement due to its entertainment factor.
- You can target extremely narrow demographics
YouTube has a very sophisticated algorithm that makes it easy for marketers to target very specific demographics of people, based on things such as their age, location, interests or keywords searched. This helps to ensure that YouTube advertisements are displayed to people within their target audience, increasing their efficiency.
- It’s easy to measure your success
Lastly, as a subsidiary of Google, YouTube advertising is directly connected to Google Ads, meaning that it’s easy to track and measure the success of your video advertising campaign from the Google Ads dashboard. Clear analytics makes it easy for marketers to see what is working and what isn’t so that they can optimise their content.
Different advertising options available on YouTube
There are a number of different ways to advertise on YouTube depending on your campaign goals, budget and audience. These include:
- Skippable in-stream ads
- Non-skippable in-stream ads
- Video discovery ads
- Bumper ads
- Outstream ads
- Masthead ads
Skippable in-stream ads
Skippable in-stream ads play before, during and after YouTube videos but can be skipped by the viewer after five seconds. When running a skippable in-stream ad, you can be charged on a CPV (cost per view) basis, in which you only pay when 30 seconds or more of your advert is viewed or someone interacts with the ad, or target CPM, with which you will charge you based on impressions.
Non-skippable in-stream ads
As the name suggests, non-skippable ads cannot be skipped, but this does mean that they cannot have a duration that exceeds 15 seconds. Non-skippable ads are charged on a target CPM basis and so you will pay for impressions.
Video discovery ads
Video discovery ads often sit to the right-hand side of video content and will promote your video in a suggested content section. When using a video discovery ad, you will only be charged on a cost-per-click basis.
Bumper ads are like shorter versions of non-skippable ads and can only be 6 seconds long or less. They can play before, during or after a video and are charged on a target CPM bidding basis.
Outstream ads are mobile-friendly advertisements that appear on websites and apps running on Google Video Partners. These ads often start playing with the sound off but can be tapped to unmute the video. Outstream ads are charged on a vCPM basis and so you will only pay when someone sees your video play for two seconds or more.
Lastly, Masthead ads are only available on a reservation basis by contacting a Google sales representative. Masthead Ads play on the google home screen and can be viewed on a desktop, mobile and smart TV. Generally, masthead ads are charged at a fixed cost per day, but they can also be charged based on impressions.
Creating a video campaign
The first stage of creating an effective YouTube advertising campaign is to create an engaging piece of video content. The style and type of video advertisement you create will depend slightly on the kind of YouTube advertising that you intend to employ, as this will influence the duration of the video and whether you require the video to play with sound or not. Next, it’s time to enter your Google Ads account where you will be able to create a new campaign, select your campaign goals and choose your video campaign type. There’s a lot to unpack in Google Ads and it’s essential that you get your bidding strategy and demographic correct if you want to guarantee the success of your campaign. Because Google Ads can be confusing, many people choose to work with an agent who specialises in video advertising and PPC.
Let HESK Digital help – an experienced PPC agency
Here at HESK Digital, we are experts in PPC and Google Adwords and are a leading PPC agency in Sydney. Whatever your campaign goals, we can help you to efficiently and effectively market your campaign to your target audience. To find out more about what we do and how we can help you to grow your business with YouTube advertising, get in touch with us today on 1300 088 544 or by emailing us at firstname.lastname@example.org.