Success stories of YouTube Ads
Tuft & Needle
Video was the most powerful way to show stark difference between their authentic approach and traditional mattress industry’s gimmicks. And video ad targeting helped them reach likely customers – people visiting our website, looking for real estate or doing researches like “best mattress.” Starting on a budget of just $50-$100 a day, they now dedicate half of their Google advertising to YouTube – it gets results.
YouTube was the inspiration for forming LSTN, and it was also the main way they grew their business. LSTN used video ads as YouTube’s elevator pitch, helping them to reach out to new customers in a relatable way.
How to use YouTube Advertisementlike these companies
The social media giant has over 1 billion users and people are watching 50% more videos than the previous year.
For marketers and business owners, this seems to be a great opportunity to get in front of their target audience.
Because YouTube format relies on video, the platform can seem a little intimidating at first.
You don’t need to be a talented movie director a to create a YouTube video ad that is going to generate revenue for your business through content.
In this article, I’m going to look at how you can use a YouTube ad format to grow your business.
We’ll take a look at how the platform works, and process you need to go through in order to get a return on investment for video content.
Different kinds of YouTube ads
- Skippable ads
- Non-skippable ads
These ads are also known as True View ads, these ads are not forced on people to watch. These can be shown in two ways: “In-stream” and “In-display”
In-stream are a pre-roll ad shown at the start of video content. 51% of In-stream ads are an ad format that run for 15-30 seconds.
People don’t necessarily mind watching In-stream ads. A study once found that 72% on In-stream videos are watched to the end.
If you’re new to YouTube Ads, In-stream ads can be great way to get in on the video view game.
If you’re looking to send traffic back to your website, you need to make sure that your website is up so that it can handle this incoming traffic from your video content and ads.
That means you need to make it user-friendly, but also be very clear, in terms of what visitors need to do next.
In-stream ads can be used to boost YouTube channel subscribers. This can be a great way to build a loyal audience that engages with your content on a consistent basis.
You can also create a form of YouTube ads called In-Display Ads. These are ads that are shown in search listing, related video sections or video overlays.
Videos are essential for YouTube ads. After all, if you don’ have a video, you can’t run ads.
If you’re really nervous about creating video ads, you can hire someone to help you.
We’ll be taking you through informative infographic, to make you understand how to make YouTube ads.
Steps of how to set-up YouTube Ads
Let’s talk about how you’d actually set up your YouTube ads.
1.Click campaign on the main toolbar
2.Click +Campaign button, then New Campaign
3.Select Video as your campaign type
4.Establish your campaign goal and subtype
5.Name your campaign
6.Enter your budget
7.Enter the locations and networks where you want your ad to appear.
8.Enter your target audience’s language
9.Name your ad group
10.Establish your bid amount
11.Establish your target audience
First, go to your Google AdWords account.
You should see this page
You’ll need to click on ‘Campaign’ button, so that you can create a new ‘non-skippable’ ads campaign.
When you click on the ‘Campaign’ button, you’ll need to select the ‘Display Network only,’ option
You need to fill up the campaign details.
Give your Ad Group a name.
You’ll need to pick how you’re going to target your Ad Group. Which will help you decide who sees your video.
For targeting section, you need to pick the placement of YouTube.com
By picking the placement option, you ensure that your ads are only going to be shown on the YouTube website.
Click on the ‘use a different targeting method’ button. Then, select the ‘placements’ option from the drop-down menu.
Type in YouTube and select the option that has 2.5B-3B impressions per week by clicking on double arrows.
Now, let us focus on how we’re going to target our ad, so that it is shown to the right people.
Click on ‘Narrow your targeting further’ button.
Though it says optional, it’s not optional if you want to focus your ads and get them in front of the right people.
Let’s say you wanted to target people interested in SEO. I would just enter the topic SEO and then select the relevant options that shows up.
You’ll notice that there is a graphic on the right-hand side of the page and lets you know how many impressions your ads might get.
This graphic gives you a sense of potential. When the number is high, there is greater ability to show your ad without being saturated.
Once you’ve chosen your topics, click on ‘Save and Continue.’
On the next page, you’ll be offered the chance to create an ad. However, you can’t create the ‘non-skippable’ ad format on this page.
So just click on ‘Skip ad creation.’
You should then see this page, Click on Ads tab.
Then, click on the ‘+AD’ button and select ‘Ad gallery.’
On the next page, select ‘Video ads.’
Then, select ‘In-stream video ad.’
This is the page where you get the chance to upload your video. As discussed before, a ‘non-skippable’ video can only be 15-20 seconds long.
Either provide the YouTube video link or upload the video now. Be sure to check the video on your mobile device to ensure it is clear even on a tiny screen.
Once you’ve provided the video, enter a ‘Display URL’ and a ‘Landing Page URL.’
The Landing Page URL is the webpage that people will be taken to when they click on your video.
The Display URL is just that – the URL that is displayed, but not necessarily the one that the viewer is taken to when they click on the ad.
Then, click on the ‘Save’ button on the top of the page.
Let’s take a look at how you can create ‘skippable ads.’ As you know, you can create In-stream ads and In-display ads.
We’ll be covering both options now, as they’re pretty similar in terms of how they’re created.
As before, go to you AdWords homepage.
This time select ‘Video’ from the ‘+Campaign’ drop menu.
You should then see this page.
Enter a ‘Campaign name’ and then set budget for the campaign.
Deselect ‘Videos on Google partner sites, app and Display Network.’
Pick a location for your ad campaign, in terms of where you want it to be targeting.
You’ll also need to pick a language of your campaign.
You have the option here to pick the mobile device type you want to target. This, of course will depend on what kind of campaign you’re looking to create.
Remember that around 50% of YouTube views are from mobile.
The ‘mobile bid ad,’ option lets you vary the bids of your ads when they’re displayed on mobile devices.
Click on ‘Save and continue,’ and process to the next page.
You’ll now have a chance to set your ‘Ad Group.’
Name your ad group and paste in the link to the YouTube video that you want to advertise.
As you can see, you have the option here to select ‘In-stream ad’ or ‘In-display ad.’
If you pick ‘In-stream ad,’ you’ll see the following options.
It’s not that complicated to fill in the fields. Supply a display URL and final URL.
In terms of the companion banner, you can upload some of your own images or let YouTube select the imaged for you. Images are normally created using your video content.
If you select ‘In-display ad,’ you’ll see these options instead.
Here you need to enter a headline and a description. Creating headlines and a description is an art in itself and cam help get that video view.
If you want to create a great headline, make sure it calls out to people who are relevant to your video.
For example, if you are targeting people who need SEO services you could say – ‘Need help with SEO?’
If you target your ads by keywords, then ensure that this ad has the keywords in the headline. An example might be ‘Learn how to write blog posts for SEO.’
How-to videos are becoming popular on YouTube. 100 million hours of how-to videos have been watched in 2015.
If you incorporate How-to into your titles, you’re increasing the chances of this ad format succeeding.
You can create a great description by listing a few benefits. You may. For example, say ‘Video reveals how I got 10,000 visitors monthly to my sire. Click here now.’
There is a character limit for descriptions. So, make sure you are taking this into account on pre-roll ad text.
The description for this ad is very benefit rich and clear.
It tells people what’s the video view will show them and also includes a great call to action that encourages people to click on the ad so that they can watch the video.
For the image, make sure that you use something that is eye catching. Pictures of faces tend to work well when trying to draw attention.
This image has some text in it. It also has a picture of a person pointing to the text. If you notice, the box also has a red outline.
All these factors contribute a making it more eye catching. Even if you just use one of these elements on your images, you should be able to improve the performance in YouTube and other social media avenues.
If you want people to watch your video, you may want to take them straight to the video page.
You’ll need to set your bid. But before you do that, it might be better to set your targeting options first.
For this kind of ad, you don’t need to set the placement as YouTube.
In terms of targeting the video view, you can just follow the steps we laid out earlier in this post.
Enter a keyword that is related to your video and the market you’re trying to target.
Select the ‘Find related keywords’ button and then enter your keywords.
It is important to set your bidding after this, as your bidding suggestion will change as a result of setting your targeting.
When it comes to setting a bid, start at the top, so that you can quickly get a sense of how well your ads are working.
When you enter a bid amount, you’ll find that you get some suggestions on what the results will be.
You can see that there is an estimate of 0-700 views per week, at the budget level we have set. Even though I’ve set a top-end bid, the suggestion will sit at around 0.19 pound per view.
That’s because it works the same way AdWords does – using an auction.
Once you’ve done all of this, click on ‘Save ad group.’
You can then link you AdWords account to your YouTube channel. This is a good idea, because it will let you gather a lot of useful data that you can later use to improve your campaigns.
Once you’ve linked your channel, go back and click the ‘Finish’ button. Now, you just have to wait for your ads to be approved by AdWords.
Let me know if these steps were helpful to you?