Video advertising is dominating on multiple social media platforms. Given that video is a natural medium for storytelling, it allows businesses to convey not only a message but a feeling faster, and more organically than even still images. It’s attention-grabbing, and it’s a great way to give viewers a lot of information in very little time.
Many businesses flock to Facebook and Instagram for their video ad campaigns, but YouTube Ads is a powerhouse brands shouldn’t ignore. YouTube Ad campaigns are created and processed through the Google AdWords powerhouse system. Some brands find the system intimidating and never pursue it as a result.
We wanted to change that. In this post, you’ll learn everything you need to know about how to run YouTube Ad campaigns, including best practices to help you accomplish your specific advertising goals.
Why Should I Run YouTube Ads?
Facebook and Instagram get the most attention for video ads, but you should never count YouTube out. Unlike most other platforms, after all, users aren’t just scrolling through a feed and stopping only when something catches their eye. Instead, they’re on a platform they’ve navigated to specifically to watch videos– your ad is the only thing that they’re focused on.
The competition for the viewer’s attention is decreased because they have to sit through your ad to see the content they’re intentionally trying to watch. This is a big advantage, and it can increase watch times and retention rates significantly.
Types of YouTube Ads To Choose From
When you’re creating YouTube Ads, there are three types of video ads you can choose from, all of which work under the AdWords pay-per-click system. The ad formats give you different options in terms of video ad length and placements. These ad options are:
- TrueView In-Stream Ads. Users see your video ad before their video starts, and in Google’s Display Network. You pay if someone watches your ad for 30 seconds or your entire ad (whichever comes first), or if they click on your ad. This video ad basically gives you a captive audience who has to watch your ad to see what they want.
- TrueView Discovery Ads. Your video ad may appear either on the homepage as a suggestion or toward the top of user searches. Users need to click on the ad in order for it to play. Longer videos work well for this ad format and should be used with videos that can get clicks on their own.
- Bumper Ads. These video ads are only 6 seconds long but don’t count them out. They’re perfect for mobile and are more cost-efficient than other ad options. Since mobile usage on YouTube is skyrocketing (both in terms of number and time spent on the platform), these ads are an essential asset to YouTube’s arsenal.
The ad types you choose will depend on the content you want to promote and your specific goals. Quick teasers and snippets designed to peak interest work best as in-stream ads or bumper…
