4 Steps to Advertising on YouTube

When you think video advertising, we’re willing to bet YouTube probably comes to mind. YouTube is a great place to advertise your video and it should definitely be something you consider if you want to gain new customers. Here’s our guide to advertising on YouTube.

Step 1. The first step when creating a video ad campaign is to have a video. If you still haven’t gotten around to creating a video ad click here to create your professional video ad with Viddyad. Once you have your video, upload it to your business’ YouTube channel and then you’re ready for the next step. You will also need a Google AdWords account in order to create your YouTube advertisement

Step 2. Now that your Viddyad is ready to go, it’s time to think about what type of video ad campaign you want to run.

Option 1: Trueview in-stream format. This is the most common video ad campaign used on YouTube.  When a user clicks in to watch a video on YouTube, they will see your ad play. With in stream, a user can skip your ad after 5 seconds. You will only pay if the user watches to 30 seconds of your video ad or if the user clicks your video ad.

This option is great for all business type but especially the ones with a limited budget. Ensure your logo is in the first 5 seconds of your ad and it’s a great way to get brand recognition. Most people will choose to skip your ad after 5 seconds because they’re on YouTube to watch a particular video not your ad. You might think it a bad thing for someone to skip your ad but the first 5 seconds is a great way to build brand awareness. You can’t lose, even if someone does watch to the end of the video and you end up paying for it, the likelihood is they are interested in your offering and will want to learn more.

Option 2: Trueview video discovery format.  With this option your video will appear to the right hand side of the video display. It will display as a still image, but when a user clicks onto it they will be brought to your business’ YouTube channel where the ad will automatically play. You will pay once a user clicks your ad.

Step 3. Choose your audience. There are lots of ways to narrow down your audience when working with YouTube ads, choose from the following options:

-Demographics – age, gender and parental status

-Interests – Pick from a number of topics of interest to your target audience. Target    interests specifically. For example,a sports shoe company could target avid marathon runners rather than just sports fans.

-Topics – Reach an audience that watches a particular category of video. So if you’re selling a beauty product you could set it so that your video is displayed on YouTube videos where the topic is about beauty.

-Keywords- You can choose to show your video ad when a particular keyword is searched on YouTube.

-Exclude areas – You can also choose to exclude certain topics or keywords you know you don’t want your video to be displayed on.

Step 4 – Set a budget. It is easy to set a budget for your YouTube campaign, and once it’s set you won’t spend more than your maximum over the course of the campaign length. So what do you get for your money? Well, it all depends on your campaign and targeting, but at a basic and approximate level for $1 your video can get up to 100 views.

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Some phrases you’ll want to know

Impression – When an ad is seen by a user of Facebook, it’s referred to as an impression. One view is one impression

Cost per mile – in this case, mile stands for thousand impressions. So this is cost per thousand impressions. Most ads on Facebook are changed on a cost per mile basis. So you are charged every time your ad is seen or in industry terms, every time your ad is ‘served’ to a user.

Cost per click – this is when you are charged every time your ad is clicked.

When advertising on YouTube, as with any other Google advertising products, your ad will be placed in an auction to determine when it will be shown. The amount of advertisers who want to target a similar audience will nearly always outweigh the amount of ad space that’s available. Google take a number of things into account when deciding what ad should be shown in certain times and places. Firstly the Google algorithm will determine if the targeting you have set up in your campaign matches the user demographics and the type of video being watched. Once this is determined they calculate Ad Rank. Ad Rank is calculated by combining the CPC bid and the ad quality score. The quality score is determined by how useful an ad is to a user. So if you have an ad for fur coats and you target PETA activists, animal lovers and vegans, your quality score will most likely be ranked low, because the likelihood of this demographic gaining anything from your ad is very low.

YouTube is a great opportunity to build brand recognition and get your video in front of a lot of people for a reasonable small spend or at times, even for free!

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