YouTube Ads: How to Optimize Them?
What are YouTube Ads?
YouTube ads are video promotions that appear on the channel’s website and app, as well as on its partner sites known as the Google Display Network (GDN). Because YouTube is part of Google, its advertisers benefit from the depth of Google’s user data. This information—gathered from viewers’ Google search histories and their YouTube viewing habits—can be used to narrowly focus an ad campaign.
6 Types of YouTube Ads:
In-feed ads
An in-feed ad, formerly known as a video discovery ad, appears as if it’s a regular search result, just with a little more information so you know it’s an ad. The ultimate goal is to get someone to click on your ad and watch your video. And then maybe subscribe to your channel or take any other desired action.
Bumper ads
Unlike in-feed ads, Bumper ads focus less on action and more on awareness. These short, six-seconds-or-less ads can’t be skipped by video viewers.
It’s a great creative challenge for you to figure out how to communicate your brand and your message in such a short period of time, although you can pair the short ad with a longer one to really draw people in.
Non-skippable in-stream ads
Think of non-skippable in-stream ads as the older sibling of a bumper ad. As it says in the name, you can’t skip them. The focus of these ads is also generating awareness of your brand.
These are almost like an extended bumper ad. They can be up to 15 seconds long and viewers see them at the beginning, during, or at the end of a video.
Skippable in-stream ads
Skippable in-stream ads are like…the more flexible cousin of non-skippable in-stream ads. I know — I’m creating a family tree here.
Take a guess at whether skippable in-stream ads can be skipped or not. It’s a tough one.
You’re not as limited with the length of the ad as you are with the other in-stream option.
Masthead ads
If you open up the YouTube app on your phone, TV, or desktop, you may notice a big video ad that’s featured on the marketing homepage. This is a masthead ad.
This type of YouTube ad focuses on brand awareness, since it’s pretty hard to miss when you log into YouTube.
Outstream ads
Outstream ads are not fully YouTube ads, but I figured I’d mention them here. These ads do need to be hosted videos on YouTube, but they won’t appear on YouTube. They’re meant for mobile devices and show up on Google video partner locations, like websites and apps.
Tips For Better YouTube Advertising
CHOOSE THE RIGHT AD FORMAT
The first complicated fact about YouTube advertising is that there are many different ad formats available. From display ads to skippable ads, you will need to test out which ones perform best for your content specifically.
This will require some trial and error in both content and placement within the platform!
UPLOAD TEXT-BASED TRANSCRIPTS
Like much of Google Adwords content, many people put up the necessary and forgo the long-hand detailed content needed to improve their listing.
Do not assume YouTube will know what your video is about so make sure you manually upload a transcript to your marketing videos.
ADD INTERACTIVE ELEMENTS
There are tons of ways you can add value to your videos, including interactive elements that will help significantly in your call to actions! YouTube has features like buttons, showcase cards, end screen options and more to help encourage viewers to take action.
CREATE BRANDED THUMBNAIL IMAGES
Like a Google map listing, you want to ensure you’re putting your best foot forward when it comes to your digital video visuals…so make sure your ad has a great thumbnail image.
TAKE ADVANTAGE OF YOUTUBE TARGETING OPTIONS
Just as you should with other digital advertising, you need to target people who are actually interested in your content! Why waste money on unqualified people are who are not relevant to your digital message or offerings?
YouTube allows businesses to take great detail in who sees their ads through different types of targeting. Be sure you are narrowing down your audience to what makes sense!
TIE IN FOLLOWERS FROM MULTIPLE PLATFORMS
When it comes to video ad success be sure to attract as many people as you can by sharing it out across multiple platforms, including your email list!
Share your upcoming live streams in your newsletters or email campaigns that way you do not miss out on those who may not engage on social media. This will drastically increase your return on your investment.