A Guide To YouTube Advertising

A Guide To YouTube Advertising

Despite the rising popularity of Instagram and TikTok, YouTube continues to reign supreme as the online video content platform. With nearly 500 hours of video content being uploaded every minute, YouTube has become a force to reckon with. 

The fact that advertising on YouTube has generated nearly $7 billion in revenue in the latest quarter also highlights its immense reach and capability.

Here is everything you need to know about YouTube ads.

Advertising on YouTube: Types of Ads

Advertising on YouTube can take many forms. Here’s a look at some of the popular ad formats.

#1 Skippable In-Stream Ads

True to their name, viewers can skip these video ads after 5 seconds since these ads have no upper time limit (although Google recommends capping their length up to 3 minutes). Such ads play before, after, or during other YouTube video plays. They are useful for capturing website traffic, generating leads, finalising sales, creating brand awareness, and increasing reach.

#2 Non-Skippable In-Stream Ads

This is the non-skippable version of in-stream ads. They typically span 15 seconds (or lesser) and play before, after, or during other YouTube videos. As the name suggests, viewers cannot skip these ads. Marketers are advised to use this advertising format on YouTube with caution, as too many of these can present your brand as bothersome.

#3 Bumper Ads

Bumper ads are shorter variants of non-skippable ads that play before, after, or during a YouTube video. Generally, these are 6 seconds or shorter. Given their intrusive nature, it is best to keep the message short and punchy for maximum impact.

#4 In-Feed Ads

YouTube places such ads in discoverable spots, either on the homepage, alongside related videos, or even in search results. Marketers should vie to make these ads captivating with smart thumbnails and ad copies to attract clicks. They are useful for outreach and retargeting campaigns.

#5 Masthead ads

These video ads feature at the top of the YouTube home feed or app and autoplay without sound. Such positioning allows massive reach to such ad campaigns. However, they are only available on a reservation basis.

How to Get Started With Advertising on YouTube

Here’s a quick step-by-step guide on how to get started with advertising on YouTube:

  1. Start a YouTube channel for your business. Make sure that this account meets your business’ branding guidelines to reflect a consistent logo, colour scheme, voice, etc.
  2. Upload your ads to this YouTube account.
  3. Next, create a Google Ads account using your Google Workspace email. Once you log in, the platform will push you to create a campaign; skip the process by selecting the relevant option.
  4. On the Google Ads dashboard, click on the “+ New Campaign” button.
  5. Select the ad goal and the campaign type. When you click on Continue, you will be asked to select the campaign subtype and strategy (refer to the types detailed above).
  6. Enter the campaign name. The bid strategy will be auto-selected depending on the selected parameters.
  7. Set a per-day or total campaign budget to ensure that you do not overspend.
  8. Choose from a variety of networks (where your YouTube ad will appear), locations (geographies), and languages. This allows you to finetune your campaign’s reach.
  9. Configure content exclusions, that is, define the inventory type where your ads will show. You can also exclude video types and labels where your ads won’t show.
  10. Select related videos (up to five) that will appear below the video ad for higher engagement.
  11. Set up advanced options where you can specify devices, operating systems, carriers, etc., for highly targeted campaigns. You can also define campaign timelines or schedules and limit daily impressions or views.
  12. Configure audience segments based on demographics (age, gender, household income, parental status, etc.) and behaviour (interests).
  13. Pick the relevant keywords and topics for your ad.
  14. Define the maximum amount you are ready to pay for every view. Google Ads will optimise the bids for increased reach.
  15. Lastly, add the YouTube link of the ad that you wish to run. Select the appropriate ad type. You may have to enter additional details such as the ad title, short description, business URL, etc.
  16. Once everything is in order, click on “Create Campaign.”
  17. Finally, link Google Ads with YouTube (or vice versa).

Do note that Google has to approve your YouTube ad, which it does after vetting it against its advertising policies.

Tips and Tricks for Optimising YouTube Ads

Now that you understand how to kickstart advertising on YouTube, here are some tips and tricks to make the most out of it:

  • Establish SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals before the campaign launch.
  • Diversify your YouTube ads and run multiple campaigns to prevent creative fatigue.
  • Configure frequency caps to prevent viewers from developing negative sentiments towards your brand.
  • Personalise ads to connect with viewers.
  • Incorporate interactive elements such as a call-to-action (CTA) into your ads.
  • Harness ongoing trends and make pop culture references to make your ad stand out.
  • Leverage YouTube advertisements for retargeting prospects.
  • Design your ads for accessibility.

Key Takeaways

YouTube is a hotspot for brand advertisements. It offers extensive reach, content versatility, and targeting capabilities for businesses of all shapes and sizes, regardless of their budgets. Marketers can select any of the five YouTube ad types:

  • Skippable in-stream ads
  • Non-skippable in-stream ads
  • Bumper ads
  • In-feed ads
  • Masthead ads

You can select the appropriate ad type and follow the guide above to create a campaign for advertising on YouTube. We’ve also discussed a few tips and tricks to optimise the campaign.

Working With M&C Saatchi Performance

As Google Premiere Partners, we have a sound understanding of platform best practices on YouTube. With expertise in crafting innovative strategies through years of optimising campaigns, we maximise your YouTube campaign spends. 

Our in-depth, transparent reporting provides timely updates on performance, empowering you with invaluable insights for informed ad strategy decisions. Contact us now to discuss your next YouTube Campaign.