How To Use YouTube For Business Marketing
I am certain that everyone who has ever used the Internet is aware of how huge YouTube is. In fact, I am also pretty sure that, at some point, we have all wasted an entire lazy day watching funny YouTube videos. But what not everyone knows is that, besides its ability to entertain, this platform has also become a crucial tool for successful marketers from all over the world.
With over 1.8 billion monthly users (who are actually logged-in), over 1 billion hours of watched videos per day, and over 400 hours’ worth of video being uploaded every minute, YouTube is the 2nd largest search engine. By using YouTube for Business Marketing, You can boost your sales.
Whatever category they might fall under, chances are, a huge chunk of your target audience is already on YouTube. Marketing your content on YouTube is a smart move that will help your brand grow by providing more value to your customers.
Creating Your Business Profile
Before we jump right to setting up your business YouTube Account and creating your profile, we first need to make sure that you have an active Google account. As you may know, YouTube is owned by Google, and by owning a Gmail account you can access YouTube logged-in.
But wait before opening YouTube and beginning the profile creation process. Tying up your YouTube profile to your already existing mail may not be such a good idea, especially if we are talking about your business Gmail account. Sharing your access to your YouTube profile with everyone in your company who has access to your business email is not that recommended. For that purpose, it is smart to open a different Gmail account:
Go to https://www.google.com/ and select the ‘Sign In’ button found in the upper right corner.
Go to ‘Create’ ‘Create Account’.
Fill out the details by entering your name, the name of the email, password, birthday, etc. and click on ‘Next Step’.
Verify your account by entering your phone number where a code number will be sent. Type in the code and click ‘Continue’. Your new Gmail account is now up and running.
Now that you have a Gmail account, it is time to set up the actual YouTube account for your brand and create its profile.
To get started, simply, visit www.youtube.com. If you are logged in with your Gmail, then you are probably already logged in with YouTube. If not, click on the ‘Sign In’ button in the upper right corner and enter your Gmail and its password. Once you are in, click on the button of your Gmail account in the upper right corner, and select ‘My Channel’. You will have the option to create your channel right away, but for your purpose, choose ‘Use a Business or Other Name’ from the bottom of the page. Now, enter the name of your brand and then click ‘Create’. Keep in mind that this can be updated later from your settings menu.
Channel Icon and Channel Art
Now that your channel is created, it is time to customize it. Simply select the ‘Edit Layout’ and let’s get started. The first thing you need to do is to create a channel icon and art. Channel icon and channel art for YouTube are what the profile picture and cover image are for Facebook – they are the first thing that your visitors see and therefore leave the first impression.
Click on the default red picture to add your channel icon. Choose a file from your computer, but keep in mind that this picture will be used on your Gmail and Google+ accounts as well. 800 x 800 pixels are recommended here.
Next, click on the ‘Add channel art’ button found in the center of your channel and upload your preferred image. Here, 2560 x 1440 pixels are recommended.
Describing Your Brand
After uploading your pictures, it is time to add some details about your business and customize the ‘About’ tab. Write a gripping and compelling description that will explain your business briefly and also let people know about the type of videos that will be uploaded on your channel. Make sure to include links to your website and other social media platforms, as well as to include your business email address.
A great option that YouTube provides is the fact that you can customize your channel differently for unsubscribed and subscribed users. The best way to use this option is to add a channel trailer that will lure visitors to hit the ‘subscribe’ button.
The channel trailer is a video description of your channel and it should be short (not longer than 90 seconds; 45 seconds is the best) and appealing. Its main purpose should be to welcome visitors and encourage them to subscribe.
Once you make your channel trailer, it is time to upload it:
Make sure that the channel customization is on. You can check this after clicking the settings icon next to ‘Subscribe’. Click ‘Customize the layout of your channel’ and then hit ‘Save’.
Click on the arrow button found in the upper right corner to upload your trailer. Choose the right file from your computer and click on ‘For New Users’ once it uploads.
Select ‘Channel Trailer’, choose the file you’ve uploaded, and hit ‘Save’.
If you’re under the threshold, click Notify me when I’m eligible to get an email when you’ve reached 1,000 subscribers and 4,000 watch hours over the past 12 months. If you meet the threshold, click Start on the “Review Partner Program terms” card.
Once you’ve signed the term, They will mark this step with a green “Done” sign on the “Review Partner Program terms” card. your YouTube profile will become eligible, which will give it a more professional look.
Appointing the Roles
Before you actually start uploading videos and begin your YouTube marketing strategy, you need to specify how many members of your team will have access to your brand’s YouTube channel and what their roles will be.
Once you give them access to the Google account, there are three different role options:
Owner – They will have full power meaning they can add/remove managers, respond/delete comments or reviews, edit information, etc.
Manager – Managers can have all of the editing access as the owner, without the ability to add or remove other managers.
Communications Manager – As the name suggests, the communications manager is mainly in charge of communicating with the audience. They can respond to comments and reviews and do some other editing options, however, they cannot upload new content, view the analytics, or use the video manager.
Go to ‘Overview’ ‘Add or remove managers’ and add individuals to manage your YouTube account.
Optimizing for SEO
So, you’ve successfully created your YouTube business channel. Congratulations! But there is so much more to successful marketing than just creating and uploading engaging videos. For people to watch your videos, they will have to find them first. And how can they do so if you haven’t optimized the metadata of your videos?
The metadata of your videos is what gives people information about the video such as its title, category, thumbnail, tags, description, subtitles, etc. and providing the right kind of metadata will help your audience discover your video easily, whether on YouTube or Google search.
When scrolling through the results on YouTube, the first thing that people notice about a video are its title and thumbnail. The title is what hooks the viewer’s attention and therefore should be well-thought-out. Conduct a research to understand what it is that people are looking for. Then, include the relevant keywords and important information in the title, but be careful not to go overboard. If your title has more than 60 characters, it will be shown cut-off in the video result pages on YouTube, and people may not even read the whole thing. Keep it simple, clear, and extremely compelling.
Just like your title, the description of the video should also contain relevant keywords that will help potential viewers discover your video easily. But as important as the description is, you need to keep in mind that most people do not actually bother to read it. Unless they are interested, that is. Your job is to make them interested. YouTube usually shows only the first 2-3 lines of the description. If viewers want to read the rest of it, they have to click the ‘show more’ button for the remaining content. Make sure to polish and re-polish the beginning of the description as much as it takes for it to be compelling so that your viewers would want to read the entire content.
If your description contains CTAs or some important links that you want to share with your audience, make sure to include them in the beginning of the description where people will be able to see them even without clicking ‘show more’.
Another thing when it comes to writing the description, it is important to always include a transcript of your video. Why? Because your video itself is filled with keywords. By writing a short transcript with these keywords you will significantly improve your SEO and eventually, your brand’s ranking.
Tags are great because they can associate your brand’s videos with other, similar videos on YouTube, which only widens their reach and improves your visibility. For that purpose, make sure that your important keywords are tagged. Highlighting the most relevant keywords first is a crucial part of your brand’s SEO optimization so make sure to choose your words wisely.
Once your video is uploaded, you will need to choose the category under which it will be shown on YouTube. You can choose the video’s category under ‘Advanced settings’. You can choose from Film & Animation, Travel & Events, Entertainment, Music, Pets & Animals, Educations, Nonprofits & Activism, People & Blogs, Sports, Autos & Vehicles, How-to & Style, Science & Technology, News & Politics, and Comedy.
Choosing your category carefully is very important as the categories are what group your videos with the relevant ones on YouTube. For instance, if you are selling dog shampoo and list your video under People & Blogs instead of Pets & Animals, you may not reach your target audience.
As mentioned earlier, the thumbnail of your video is extremely important as it is, along with the title, the first thing that people see on YouTube after discovering your video. The thumbnails have a significant impact on the number of views and should be selected carefully. Although YouTube will recommend an option of a few auto-generated thumbnails after uploading, it is highly recommended to skip this option and include a custom thumbnail instead. Choose a shot that will encourage people to click and that represents your video in a good light. YouTube says that 90% of the most successful videos on YouTube actually have custom thumbnails, so you cannot be wrong with this one.
Closed captions and subtitles are extremely helpful for viewers, but that is not the only reason why your video should include them. SRT files are also a great way for you to highlight your keywords. Whether you choose to add a timed subtitles file or a transcript of your text, SRT files are a valuable SEO optimization tool that you should definitely take advantage of.
To add SRT files go to ‘Video Manager’ ‘Videos’. There, choose the video to which you want to add the SRT files and select the drop-down arrow on the right. Select ‘Subtitles/CC’ and choose accordingly.
End Screens and Cards
Adding end screens and cards is a valuable option offered by YouTube that can help you encourage your viewers to visit your website, check out your other videos, and even to answer poll questions.
Cards are the small notifications that usually appear in the upper right corner of your video. Your card can contain a poll, a link, another video, or can be used to promote another channel on YouTube. You can add up to 5 cards at the same time, but be careful as too many inquiries have the tendency to put off viewers. If you absolutely must add a few cards, make sure to space them out well so that your viewers can take several actions without feeling overwhelmed.
To add a card go to ‘Video Manager’ ‘Cards’ ‘Add Card’ and choose whether you want to create a Link, Video or Playlist, Channel, or a Poll card. After creation, simply drag the card to where you want it to appear on the video.
End Screens are those last seconds of the video that encourage the viewers to take further action such as subscribe to the channel, visit a Facebook page, click the like button, check out another video, etc. You can add 5-20 extra seconds to your videos and ask your viewers to engage with your brand.
To add an end screen go to ‘Video Manager’, click on the drop-down arrow then choose ‘End Screens and Annotations’. There, you can choose which elements you want your end screen to include, just keep in mind that it is required to promote another YouTube video or a playlist, so even if you only wanted to encourage viewers to visit your website, you’d have to also encourage people to watch some other video of your brand there.
You may think that creating playlists is not worth your time, but this feature is a real gem for the YouTube marketers. Why? Because it increases your visibility. By creating your playlists, you can combine videos not only from your channels but other YouTube channels as well. And the best part is that these playlists are listed and shown separately in the search results. For instance, if you make a collection of your videos and include some popular ones with similar content, you will help other people who may not have heard about your brand before, discover you.
To create a playlist, click on the ‘+’ button under your video, select ‘Create new playlist’, choose the name for your playlist, and click on ‘Create’. To add more videos, simply use the same button but instead of clicking on ‘Create new playlist’ choose the already existing one to feature your videos there.
Making the Videos
Now that your YouTube channel is all set up and you know what you have to do in order to optimize it for SEO, the next step is to learn how to make killer videos that people will actually watch. After all, those videos that are of high quality are the most important part of YouTube marketing. Your high-class strategy will not have much value if your videos are not created carefully, addressing the right audience.
So let’s start enriching your channel with amazing content, shall we?
Type of YouTube Videos
Before you say “Action” and actually start filming, first you need to determine what the type of your video will be. There are eight types of videos that YouTube marketers usually create:
1. Customer Testimonials
Customer testimonials are something that every successful brand should film at some point and upload to their YouTube channel. They are short interview-like videos where content customers are filmed to express their satisfaction with the product/service, share their positive experience with others, as well as recommend the brand to anyone who is considering their products or services.
2. Explainer Videos
Explainer videos are also called tutorial videos or how-to videos and their main purpose, as the name suggests, is to explain to customers how to use a particular product or service. They are also a very detailed and thoughtful way to explain some more complex customer support questions.
3. On-Demand Demonstration Videos
Demonstration videos are usually short videos filmed with the purpose to briefly demonstrate the use of a particular product or service, as well as to reveal its benefits to potential customers.
4. Case Studies and Project Reviews
Whether it is the case studies of a successful campaign or the 5-star reviews of a certain product, the purpose of these videos is to recap the positive results and share them with the world in order to turn potential customers into buyers.
5. Thought Leader Interviews
These videos are quality interviews with experts of your niche with the sole purpose of increasing the credibility of your brand.
6. Video Blogs
Video blogs or usually called vlogs are frequently posted videos (on a daily or weekly basis), documenting some events. Video blogs are popular among the YouTube marketers because they are a great way to get people to visit your website. By summarizing a certain blog post and uploading the video to your YouTube channel, you also give your customers multiple options in which they can absorb your content.
7. YouTube Live
YouTube Live is a feature that allows you to broadcast live to your subscribers. This amazing feature is of extreme value for your marketing strategy because it allows you to connect with your audience live, and lets them engage in real-time discussions.
8. Event Videos
Event videos are those videos that show some experience of a conference, auction, or some other event, and are a great way to share the positive reaction of the present crowd to your online viewers.
The Script of Your Videos
Now that you’ve chosen the type of your video, it is time to carefully craft its script. Before you start filming, there are a couple of steps that you need to take care of in order to ensure that the video will provide value.
Before you turn your idea into reality, you need to determine first what that idea should accomplish. What is the goal of your video? What are you trying to achieve by uploading it to your channel? Do you want to increase the number of subscribers? Enhance your brand’s awareness? Drive more traffic to your website?
Of course, you want all those things, but the key to making a successful video that will be watched, is a singular goal. Make each video with a single goal in mind. This will help you stay focused and prevent tackling different things at one time, which is the best marketing practice there is.
Create the Story
Now for the creative part. After determining your goal, it is time to wake up your imagination and craft a good story for your video. This should serve as a blueprint and an outline that will be followed during the shooting process.
A good video storyboard should include:
– A frame for each scene
– A short description for each of the scenes
– The lines for each of the scenes
– Camera directions and details for the shooting (for instance, wide shots, tight shots, etc.)
The Extra Elements
If you are planning to include some additional multimedia elements in your videos such as slides or graphics, then you should plan for them in advance. Make sure that the extra content will be placed without any errors and add them to your storyboard.
The Length of the Video
How long will your video be? This is an important factor in the video making process so make sure to determine this as early as possible. Videos under 2 minutes have the highest degree of audience engagement on YouTube, so keep that in mind when deciding on how long it will take for you to deliver the key message.
The Filming Location
Depending on the type and concept of your video, you may need one, two or several filming locations. Finding the perfect shooting spot can be tricky, so you might want to involve your friends and family to help you out with this one. Whatever you choose, remember that for some locations you may need a shooting permit, so take care of this one beforehand to avoid being sued.
Before shooting, visit each of the locations to determine how to adjust the scenery, take care of the lighting, pay attention to the ambient sounds, etc.
Shooting a High-Quality Video
Unless you are a very successful company and can afford to pay a fancy filming crew to take care of the video making process for you, chances are, you will need some pro tips that will help you make high-quality videos that will be watchable. Whether you are using your smartphone or a semi-professional camera for recording, the tips below will help you populate your channel with professional content:
A Tripod Is a Must. The first impression is often the most important one, especially when trying to represent your brand and promote products/services. If your video starts with a shaky camera, no one will watch it, period. When clicking on the video, people are looking to hear the story behind it, not to be distracted by the unprofessional shooting. If your shot is static, buy a decent tripod that will hold your camera steady for a professional look.
Go for Different Angles. A scene that is shot from only one angle is visually boring. To spice things up, shoot each scene from a few different angles so you can edit afterward and create one appealing, expensive-like video.
More is More. Make a habit to always shoot more than you need. That will only give you more material to choose from during the editing process and will cost nothing but a bit more time. After all, it is always easy to cut out what you don’t need. Going back and re-filming is not only a hassle but sometimes impossible.
Choose the Manual Mode. I’ve read somewhere that real photographers use only manual mode because they get to tell the camera what they want and there are no inconvenient surprises like with automation. If your camera has that option, go for a full manual mode to get the most out of filming. That way you can easily adjust the focus and shoot a visually-appealing video.
Invest in Your Microphone. If your video includes speaking, then investing in a high-quality microphone is not an option – it is a must. You don’t want to sound like you are talking to your viewers from the end of a tunnel. Even if you are using your smartphone for the video making process, you can purchase a mic that can be plugged into your device and further enhance the sound of your video.
Editing Your Video
After filming, it is time to edit the video material and create a compelling video of high quality to upload to your YouTube channel.
Editing Tools. Chances are, your OS already has some editing software that offers basic tools for editing such as correction of color, cutting clips, or adding titles. However, if you want a video with a more professional look, then spending some money on a more advanced software such as Adobe Premiere CC or Final Cut Pro X, is highly recommended. If you want to keep things pretty low-budget, YouTube also offers online editing software for that purpose.
Thumbnails. As discussed earlier, video thumbnails are extremely important. The video thumbnail is what potential viewers will see in their video search results, on your YouTube channel, as well as their suggested column on their right when watching similar videos. The most successful YouTube marketers have their own custom-made thumbnails uploaded, so get creative and make one yourself.
Watermarks. Want to further encourage your viewers to hit the ‘subscribe’ button? Then adding a watermark is a perfect choice. Watermarks are custom-made ‘subscribe’ buttons that are placed on your videos with the purpose of attracting the viewer’s eye and encouraging them to press conveniently and subscribe to your channel while watching your video.
If you want to add a watermark, go to ‘Creator Studio’ ‘Channel’ ‘Branding’. Press ‘Add a Watermark’ and follow the uploading instructions.
Sound Effects. High-quality sound effects are probably the most important factor that makes the difference between a professional-shot video and an amateur one on a low budget. But you don’t have to have a giant budget in order to include movie-like music. Now there are many ways to add a quality sound to your videos without draining your budget.
YouTube itself offers a variety of sound effects of high quality to choose for your videos. But if you are not so crazy about that option, then finding royalty-free music online is perhaps your best solution. There are royalty-free sounds that you can actually download for free, but if you want to add a more professional tone to your videos, then think about investing some money and download the right music for your video for a flat price. Royalty-free means that, once you pay for the download, you are free to use the music file any way you see fit, without having to make additional payments, even if your video skyrockets on YouTube.
Marketing the Videos
Now that your video is filmed, beautifully edited, and successfully uploaded to your YouTube channel, the next step is to find the best marketing strategy and get people to actually click on your video and watch it.
In case you haven’t noticed, we’ve already covered a large chunk of YouTube marketing strategies that will help people discover and watch your videos such as: using relevant keywords, using tags, have a rich and compelling description, have the perfect thumbnail image, include descriptive transcripts, use cards and end screens, and combine your videos with popular ones in playlists. All of these, let’s call them tricks, will help you boost the organic traffic, get more views, and improve your ranking. But if you have just embarked the YouTube marketing train, it might be pretty hard to stand out and achieve your goals. The initial (and the most important!) strategy for YouTube marketing is knowing how to spread the word.
Spreading the word and letting your audience know that you actually have a YouTube channel where they can check out your videos, is the first thing you need to take care of.
Have a Facebook or Instagram account? Sharing your videos on other social media platforms is the best way to let your followers there know about your channel and videos and get them to engage. Fortunately, sharing YouTube videos couldn’t be easier. To share a video, simply click the ‘Share’ button found underneath the video and select the platform where you want to market the video. Another way is to copy the video URL from the address bar while the video is playing, and then paste the link on your social media page.
But keep in mind that sharing the video alone is not a good marketing strategy. You are not sharing a silly cat video with your friends; you need people to watch and engage. When thinking about sharing a video, also think about why you created the video in the first place. Was it a tutorial to simplify the use and answer some customer questions? If so, the best way is to share your video as a response to that question. Was it a part of some trend or a campaign? If that was the reason, then do not forget the important #hashtags to ensure that your video is a part of a conversation. And if you simply want to spread awareness around your company, then including the link to the video in your ‘About’ section as well can be quite beneficial.
Your website or blog is the perfect place for you to market your YouTube channel and videos. If you have a website that is up and running, do not forget to include ‘Follow’ icons to your social media platforms. This includes YouTube as well. This will help your blog’s visitors to easily find your channel and click the ‘Subscribe’ button to stay updated with your video posts as well.
A great strategy is to also create a video that will be posted as an addition to a certain review, case study, or simply your blog post. This works well both ways because it can not only help you market your videos and gain more views on YouTube, but it can also drive organic traffic to your website and other platforms as well.
To post one of your YouTube videos to your website, find the embed code underneath the video, copy it, and paste it where you want it to be featured.
The worst mistake that marketers can make is getting preoccupied with attracting a new audience and forgetting about the customers that they already have. Once your YouTube channel is packed with some videos, it is time to share the news with your existing users/customers. And what better way to do so than with an email list? Send an email newsletter with helpful information and video and encourage your customers to engage with your brand. You don’t like the idea of sending your customers links to your videos? How about inviting them to check out a certain website post where your YouTube video has already been embedded?
Sometimes the solution is in someone else’s hands. If your brand is in collaboration with another company that also has a YouTube channel, ask them to collaborate together. This will not only be fun and exciting for both companies, but it is the perfect way to join forces and expand your audience. By creating a video or even a playlist together, you may end up getting a lot of their subscribers and vice versa. The important thing to have in mind though, is that your goals are similar and that the collaboration with the other brand aligns with your strategy.
Have you ever visited a Q&A site? They are the perfect place to get a solution to your questions from experts and people that have experience in the field of your interest. www.quora.com is the most popular site right now. Take advantage of it. Monitor the kind of questions that people ask and provide solutions with your video content. Who knows? This might turn out to be your best marketing strategy out there.
Engage, Engage, Engage!
Finally, the solution can be pretty simple. Engage with your existing audience and get them to spread their satisfaction and positive experience. Answer their questions, respond to their comments in a timely manner, ask for their honest feedback, and do not forget to thank them for their support. This is the simplest but most easily forgotten task. Make sure to be there for the users so they can be there for you.
Getting a Handle on YouTube Analytics
Investing your time and effort into creating and uploading professional and helpful videos to your YouTube channel cannot possibly be successful if you are not measuring what you’ve achieved. Keeping a track of your success can help you pinpoint what you are doing wrong, what works best, and what needs to be improved in order to enhance the success and improve your YouTube ranking.
Every YouTube channel has its YouTube Analytics that contains reports of the channel’s performance for a certain time period. Understanding exactly what those numbers and graphs mean can help you get a clear picture of whether people find your videos attractive or not.
Here is a quick tutorial on how to use Analytics to measure success:
If you don’t have a clear goal in mind, you cannot possibly expect to measure your success, because you don’t have a standard for your measurements. Knowing exactly why you post your video (remember, one goal per video?) will help you imagine where you see your video to be and where it is actually standing. That way you can understand what areas need improvement and whether you should think about investing in paid ads to drive more traffic to your channel.
Now that you have reminded yourself of what you expect your videos to perform, it is time to check out whether they have delivered or not. The first thing you need to do is open your YouTube Analytics. Just go to www.youtube.com/analytics (be sure you are logged in). Once you enter you should see a performance overview of your videos for the last 28 days. You can adjust the time frame and filter the results by the key metrics from there.
Watch time is a report that shows you the total number of minutes that your audience spent watching your content, whether in total or by video. This is an extremely important factor because it is what directly impacts the YouTube ranking. If your video has a high watch time, you should expect it to be ranked high in the video search results.
Average View Duration
The average view duration (retention rate) represents the average percentage that your audience watches per view. To put it simply, it is not the same if a person watches the first 10 seconds or finish watching the entire video. The higher this percentage is, the higher are the chances that your audience will watch the video until the end. Cards and end screens can help you improve these numbers, so if you haven’t already included them, go back here and take care of that.
This report will show you exactly how your viewers are discovering your video content online. Whether it was the YouTube search, YouTube ads, suggested video, or from an external platform (such as your website or Facebook page), this report will show you how most people landed there. This is a very valuable factor as it clearly shows you what marketing strategy works best and where you need to spend some more time and effort.
The demographics report will show you a clear picture of what age group watches your videos the most. But that’s not all. You can then break down these groups into geography or gender to further understand your audience and see if your YouTube viewers match your already established buyer persona, or if you need to adjust your goals or videos to hit your target audience better.
These reports will show you what it is that your audience engages with the most. Here, you can pinpoint the most viewed, shared, promoted, or commented videos. Plus, this report will also show you how your cards and end screens are performing so you can further optimize your videos.
Advertising on YouTube
So you’ve done everything that you could and yet, the YouTube Analytics’ reports aren’t as satisfying as you hoped for. Well, I hate to break it to you, but promoting on social media and embedding on your website and crossing your fingers that someone will watch your videos won’t cut it. You need to take some serious action and foot the bill for a high YouTube ranking. That means advertising on YouTube.
Types of YouTube Ads
There are three different types of YouTube ads to invest in. Read on to choose the one that fits your needs and budget the most:
True View Ads
TrueView Ads are the standards and most common ads that you see on YouTube videos. You pay for TrueView ads only when the viewer watches at least 30 seconds of the ad, or if they engage with it, for instance, with clicking on a call-to-action. These ads are skippable, which means that if the viewer is not interested in watching them, they can hit the ‘Skip’ button on the right, choose not to watch the ad, and you will not pay a dime for that. These skippable ads can be anywhere from 12 seconds to 6 minutes long.
There are two parts of skippable TrueView ads:
#1: Video Discovery Ads
Video Discovery, or previously called In-Display Ads, are those ads that show on the video search result pages, YouTube homepage, and as videos that are related. Once the viewer clicks to watch the video, on the right, a display ad banner will appear.
#2: In-Stream Ads
In-Stream ads are those advertisements that appear within the video and play before the viewer even gets the chance to watch the selected video. Usually, viewers have the chance to skip the ad after 5 seconds of playing, if they are not interested. These ads are great for marketers because they can be easily customized with the chance of including different call-to-action buttons.
Pre Roll Ads
Although technically they are non-skippable in-stream ads, the pre roll ads are those ads that the viewers cannot skip, and that appear before, after, or even mid-roll videos. These pre roll ads can be from 15-20 seconds long and are most successful if they are created with CTAs in order to optimize the viewer’s attention that you have for these limited seconds. Your job here is to create a compelling ad that will encourage the viewers to click on the ad in order to receive something in return (like signing up for a demo product or some event).
The shortest type of ads on YouTube is called bumpers. They are only 6 seconds short and, to be honest, are not the best way to tell a story, however, if you are looking for a quick way to complement the launch of your new product or event, they can be of great value. Make sure to use these few seconds wisely and make sure to include only the elements that you want your viewers to actually remember.
Creating Your Ad Campaign
Once your marketing video is completed, the next step is to create the campaign in which you will advertise your clip on YouTube. To get started, go to Google AdWords account (sign up if you don’t have one) and let’s create the campaign:
Type – Click on the ‘+ Campaign’ button and choose ‘Video’ to choose the type of your campaign.
Name – Here, enter the name of your campaign.
Ad Format – Choose the format of your video ad. For instance, choose ‘In-stream or video discovery ads’.
Budget – Set how much money you wish to spend per day. Here, you can also select the method of delivery, meaning you can choose whether to show your video ads evenly during that day (standard delivery), or you can choose to drive views quickly (accelerated delivery).
Networks – You can choose where you want your video ads to appear. You have two options:
YouTube Videos: These ads will play before or mid-roll videos.
YouTube Search: Your ad will appear on the YouTube homepage, the video search results, and listed in the related video column.
Make sure to create different campaigns for these two networks so you can measure the success separately and more effectively.
Locations – Filter the location of the users that you want the ad to be shown to, for instance, you can only choose California, United States. You also have the option to exclude some places as well.
Language, Device & Mobile Bidding – This is a great option that allows you to specify the device, mobile carrier, and operating system for a more successful targeting. You can also decrease or increase your bid if the video is shown on a mobile device.
Advanced settings: this section allows you to set the start and end dates of your campaign, restrict daily views, schedule the publication of the ad, etc.This allows you to personalize your ad and get the most return.
Creating the Video Ad Creative – Once you name your ad group, you can also add the link to the YouTube video that you wish the ad to play for. Then, you will choose whether you wish to display the ad as an in-display or in-stream ad.
Bidding – Choose the maximum price that you want to pay for each ad view.
Targeting – Define your audience even further to ensure views from people who will want to be engaged with the ad. You can target by age, gender, location, interest, parental status, etc.
Advanced Targeting – Here, you can target your audience by relevant keywords or even websites that you want your ad to be shown.
Linking – Finally, if you haven’t done it already, link your Google AdWord account to your YouTube channel, Click ‘Finish’ and start your campaign.
Image by from Pixabay