YouTube: Complete Marketers Guide

Brands advertise on YouTube because it’s the world’s second most popular website, drawing 2 billion logged-in visitors a month.

YouTube is a powerful platform that can help you decide how much video advertising budget to spend. It has a wide reach and powerful targeting capabilities, making it an invaluable tool for customers.

But let’s be upfront: YouTube ads aren’t the most intuitive part of your social media advertising strategy. It will pay off later in terms of your ROI if you take a little more time to understand the basics.

This article will discuss your ad formats, show you how to set up video ads, give you the latest ad specs and inspire with best practices from successful performers.

Bonus: Get the 30-day free plan to quickly grow your YouTube audienceA daily workbook with challenges to help you get your YouTube channel growing and measure your success. Real results in one month

YouTube advertising:
Let’s get down to the details. First, your video ad will live on YouTube, so start by uploading the video file to your YouTube channel. You can make the video public or unlisted if it doesn’t belong on your channel.

1. 1. Create your campaign

Get Fans and Sign in to your Google Ads account and select New Campaign.

a) Based on your brand’s marketing objectives, choose your campaign goal.

  • Sales
  • Leads
  • Traffic to websites
  • Consideration of brand and product
  • Reach and brand awareness
  • Or, create a campaign that doesn’t require a goal’s guidance

b) Choose your campaign type. These are all Google ads, including search results and text.VideoIn some cases,DiscoveryCampaigns to promote your video on YouTube.

Notice:Display adsThey can also be viewed on YouTube. But remember, they are not videos. They are just text and thumbnails.Google Display Network.

c) Because you are most likely working with video, it is important to choose your subtype for your video campaign:

d) Name your campaign so that it is easy to find, manage, and optimize in the future.

2. 2.Define your campaign parameters
a) Select your bid strategy (for the most part, your campaign type will determine this: do you want conversions, clicks, or impressions?)

b) Enter your budget by day or as the total amount you’re willing to spend on the campaign. You should also enter the dates that your ad will be running.

c) Choose where you want your ads to appear:

Discovery only (i.e. YouTube search results)
YouTube all (search results, channel pages, videos, and the YouTube homepage)
YouTube Display network (i.e., non-YouTube affiliate websites, etc.)

d) Choose the language and geographic preferences of your target audience. You have the option to display ads globally or by country. Remember that only 15% of traffic to YouTube comes from the U.S., so it’s good to think broadly.

e) Decide how sensitive your brand safety guidelines should be. This means that you need to decide how many explicit, violent or suggestive ads you are willing to run with. The ads of sensitive brands will be shown in a smaller number of videos. This may increase the cost.

3. Target your audience

If you haven’t created buyer personas yet, take the time to do so. Your ROI will increase if you have a better understanding of your audience.

DemographicsThis includes age, gender, parental status, household income, and age. YouTube offers much more information about life stages: You can target new homeowners and college students as well as new parents.
InterestsTarget people using keywords and topics based on past behavior (e.g., search topics). YouTube is a great way to find people in crucial moments such as when they are researching new electronics or learning how to build websites.
Pro Tip:Keep that in mindHow relevant a video is to the user’s interestsPeople value it 3x more than it has a celebrity in, and 1.6x more than if the production looks expensive.
RemarketingTarget audience who have interacted with your videos, your app or website before.

4. Your campaign is now live

To start your campaign, simply enter the link to your ad and click the Create Campaign button.

For more nitty-gritty detail, YouTube has their own guidelines for ad creation here.

Pro Tip:If you are looking to be ambitious and try new things, this is the place for youAd sequence campaignsYou can upload multiple ads to the site, which will allow you to support each other and be arranged in a way that is most appealing to your target audience.

YouTube Ad specs

YouTube skippable and non-skippable video ads must be uploaded as regular YouTube videos. So, for the most part your video ad’s technical specs (file size, ad dimensions, ad image sizes, et cetera) will be the same as for any YouTube video. You’re good to go once it’s uploaded on your channel.

Discovery ads are the exception. They must adhere to these guidelines:

YouTube Ad specs (for Discovery ads).
File formats: AVI, ASF Quicktime, Windows Media MP4 or MPEG
Video Codecs: H.264 or MPEG-2, MPEG-4
Audio Codec: AAC – LC or MP3
Aspect ratio: 16:9 or 4:3 is recommended, but YouTube will automatically adapt the file depending on the aspect ratio and device
Frame rate: 30 FPS
Maximum file size for Discovery ads: 1 GB
Guidelines for YouTube video ads of the right length
Minimum length

Skippable ads: 12 second
Maximum length

Skippable ads in 3 minutes
Skippable ads on YouTube Kids – 60 seconds
Non-skippable ads in 15 seconds
Non-skippable Ads in EMEA and Mexico, India, Malaysia, Singapore, Malaysia, and Singapore: 20 Seconds
Bumper ads: 6 seconds
YouTube advertising best practices
YouTube’s advertising engine can do endless optimization tweaks. However, the success of your ad will ultimately depend on how people respond to it. Your creative choices are crucial. These are our top tips for creating effective YouTube video ads.

Bonus: Get the 30-day free plan to quickly grow your YouTube audienceA daily workbook with challenges to help you get your YouTube channel growing and measure your success. Real results in one month

Get people to hook up immediately

What is a hook? Perhaps it’s a familiar face. Strong emotion or mood. A tight framing of key products and faces (unfamiliar ones too). Maybe a genre that is unusual or surprising, such as suspense or humor. If you have the rights, you might be able to create a catchy tune.

This Vrbo ad, which is ranked high on the leaderboards, starts strong because it features an opening shot of misery. The dissonant title “Sunny beaches and sandy beaches” is paired with the ad. Audiences are kept interested by a bit of tension. What is the sad story behind the beach video of a wet man?

You’ll quickly see that the opening shot is not related to the rest of the video. It’s a bit like a bait-and-switch, but it’s funny enough that it works.

Be a brand early but be a brand that is meaningful

YouTube reports that top-of-funnel awareness ads are most effective when branding appears within the first five seconds , and throughout the entire ad. Ads that target audiences lower down the funnel (e.g., consideration-phase viewers), might be better branded later to encourage viewers to engage with the story and drive higher viewing times.

For a refreshing example of how a brand can fully embody its positioning, take a look at Mint Mobile’s new #stayathome-inflected ad. Ryan Reynolds, the majority owner and a famously handsome man, refers to the studio-shot video Mint Mobile had begun to prepare. Instead, he screensharks a Powerpoint that includes a bar graph as well as some “next steps”

Here’s the takeaway: According to YouTube’s recommendations, branding is more than just making your logo appear in the first five seconds. The best video ads portray your brand’s character and tone in a way that every detail supports it.

Connect with story + emotion
Wells Fargo launched a YouTube campaign to raise awareness about their history of customer abuse. According to the bank’s VP of marketing, the campaign–meant to re-establish trust with regular people–was seen as risky and polarizing for internal stakeholders.

No matter what your opinion is about retail banking, this cornerstone ad of one minute length shows that the combination of Western-style Western visuals with uplifting images of people doing the right thing in office offices is undoubtedly emotionally powerful. You can make some really stirring stuff by adding some well-known guitar riffs.

The bottom line: Anyone can tell a story. If you want to make it really memorable, then go for the throat. Tell a story that is risky.

Pro Tip:If you have the funds to sequence multiple ads (i.e. multiple videos of different lengths that target your audience in a specific order),There are many types of narrative arcsYou might be interested in these ideas.

Show people what to next

We’ve already mentioned that your YouTube ad must have a goal to be able to measure its success.

If your campaign goals are lower-funnel actions (e.g., clicks , sales, conversions, or traffic) then consider setting the ad up as a TrueView for action campaign. This will add clickable elements to the ad so that viewers can click through before it ends.

Monday.com, for instance–who certainly has me target, anyway–has CTA overlays galore and companion banners galore.

Use templates with confidence
Every brand does not have a budget for a unicorn-startup or a century-old bank. Grocery delivery service Imperfect creates simple, effective videos that are personable and easy to understand.

You don’t have to be a Hollywood star to communicate your message if you already know it. Our social video strategy toolkit has more suggestions to get you moving on making your masterpiece.

She loves eco, she loves our earth and she will do anything in her power to keep Earth from dying.

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