Creating and Optimizing Ads on YouTube.pptx
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YouTube is a popular platform for advertising with over 2.6 billion monthly users. There are several types of YouTube ads including TrueView ads, non-skippable instream ads, bumper instream ads, sponsored card ads, overlay ads, and display ads. TrueView ads are the main format which only charges advertisers if a user watches for 30 seconds or more. Advertisers can measure campaign results through YouTube analytics to optimize performance.
Creating and Optimizing Ads on YouTube.pptx
- 1. Creating and Optimizing Ads on YouTube Enid Keren Nabumati
- 2. What is YouTube Advertising? YouTube advertising, done through Google Ads, is a way of advertising your video content on YouTube or in search results so you can maximize your user reach. This could be your video playing before a user views another’s video or showing up in YouTube search results for people to watch in full.
- 3. Why advertise on YouTube? ● Number one online videosite ● Second largest search engine (after Google) ● Second largestsite (visual capitalist) ● Second most popular social media platform ● Over 2.6 billion people worldwide use YouTube once a month (Statista 2022) ● 70% of YouTube views come from mobile devices
- 4. Types of YouTube Ads There are six types of YouTube ads: • TrueView ads • Non-skippable instream ads • Bumper instream ads • Sponsored card ads • Overlay ads • Display ads
- 5. TrueView ads • This is the main advertising format on YouTube. • Because of this, Google reports that eight out of ten viewers prefer TrueView to other in-stream video ad formats. • But TrueView ads are great for businesses too. • Advertisers only pay for TrueView ads when users watch for at least 30 seconds, watch an entire short video, or interact with an ad in some way, such as clicking on a call-to-action. • And because viewers can select the ads they want to watch and skip the ads they don’t, advertisers save money while also reaching a more interested audience.
- 6. TrueView ads There are two main types of TrueView ads: in-stream ads and discovery ads. • TrueView Instream Ads: TrueView in-stream ads play before a viewer’s chosen video. • In-stream ads also feature a small countdown timer and a link to the advertised site in the bottom left of the screen.
- 7. TrueView Instream Ads • What’s more, TrueView in-stream ads have a companion banner ad that’s displayed in the right-hand sidebar above the suggested videos list. • Marketers are able to customize TrueView in-stream ads with calls- to-action and text overlays.
- 8. TrueView Discovery Ads • TrueView Discovery ads appear within the Youtube search results and in the right- hand sidebar of watch pages above the suggested videos list. • The ads consist of an image thumbnail and up to three lines of text. • Clicking on discovery ads will take users to the YouTube watch page or relevant channel page to view the video.
- 9. Non-Skippable In-Stream Ad • Non-skippable in-stream ads are essentially the same as TrueView in-stream ads except — you guessed it — viewers aren’t able to skip them. Because viewers have less control over these ads, they’re not considered ‘TrueView.’ • Non-skippable in-stream ads aren’t just played before videos. • There are also non-skippable YouTube ads that play part way through videos that are 10 minutes or longer — they‘re also known as ‘mid-roll’ non-skippable YouTube ads.
- 10. Bumper Ad • These non-skippable video ads play before a viewer’s chosen video and must be less than 6 seconds long. • Like non-skippable YouTube ads, advertisers pay for bumper ads on a cost-per-mille (CPM) basis, which means that advertisers pay a fee per thousand views. • Whereas pay-per-click (PPC) advertising is ideal for converting prospects into leads, CPM advertising is more suited to branding campaigns designed to achieve massive exposure
- 11. Sponsored Card Ad • YouTube sponsored cards appear within videos as small call-to-action (CTA) popups. • Sponsored cards are a very unobtrusive form of YouTube advertising. A small ‘i’ symbol pops up in the upper right-hand corner of a video and when a viewer clicks on it, the card expands. • YouTube sponsored cards can showcase other YouTube videos, and products through Google Shopping.
- 12. Overlay Ad • These are banner ads that appear along the bottom of videos. • Overlay ads can either be a banner or text-based as shown below:
- 13. Display Ad • Display ads appear in the right-hand sidebar above the suggested videos list and come in different sizes.
- 14. YouTube Ad Objectives • Sales: Drive sales online, in app, by phone, or in store • Leads: Get leads and other conversions by encouraging customers to take action • Website traffic: Get the right people to visit your website • Product and brand consideration: Encourage people to explore your products or services • Brand awareness and reach: Reach a broad audience and build awareness • App promotion: Get more installs, interactions and pre-registration for your app • Local store visits and promotions: Drive visits to local stores, including restaurants and dealerships. • Create a campaign without a goal's guidance: Choose a campaign type first, without a recommendation based on your objective.
- 15. Measuring YouTube campaign results YouTube analytics shows you who is engaging with your brand videos and channels, and how they’re interacting with them. You can also view the progress of your YouTube ads in Google Ads
- 16. The importance of YouTube Analytics • Monitor performance: Analyze how your videos perform with detailed, easy to read data and statistics • Build your audience: Track viewer trends and compare views over time • Identify traffic sources: Learn where your traffic is coming from so you can analyze it in detail • Deepen engagement: Find out which of your videos are driving subscribers
- 17. Wrap up • Advertising with YouTube can benefit all kinds of businesses and brands • It gets brands in front of a huge, engaged audience, while giving an array of targeting options to reach the right people, at the right time • Video ads can showcase what you offer in a way that text and image ads can’t • With analytics, it’s easy to measure success and adapt to win more business