What does it
mean by YouTube advertising, For some people it’s among the world’s biggest
platforms for advertisers. And this is right so, because YouTube is the
second-biggest search engine after Google, which have 1.9 billion monthly
active users. People watch 5 billion videos on YouTube every day and in
fact, 300 hours of video are uploaded every minute on YouTube. If you are not
having a strong advertising presence on YouTube, you’re possibly leaving a lot
of money on the table.
You know what;
you can set yourself apart from 90 percent of other businesses simply by
getting started marketing on YouTube. This might not even surprise you, Right.
YouTube is the leading service that allows you to easily put videos online, and
if your marketing strategy does not have a video component tied with it, and
then there are solid chances that your visibility and business growth potential
will suffer. Video should become a critical piece of the marketing strategy.
If you are using
Google AdWords
for getting leads and drive more sales, you most probably have noticed the
increased competition for many of the keywords over the last few years. And
consequently it became more expensive to run a traditional AdWords campaign.
Fortunately, Google AdWords for video is here for you and it has a HUGE opportunity
because there you’ll often find much cheaper keyword costs and less competition.
Costs can
vary greatly according to your industry and keyword focus, but on average, it
is about Rs. 0.70/click. But, today when many other companies knowing this, it
is becoming harder to stand out amongst the competition. This is why you need
to spend your marketing budget on services like YouTube so that you can gain
visibility from your target audience. But spend your YouTube ad budget in a
smart way to actually gain attention from the people that matter the most.
Let us explore the increasing
scope of YouTube Advertising with some Important Statistics:
·
9
billion logged-in users visit YouTube every month
·
96
percent of 18- to 24-year-old internet users use YouTube
·
YouTube
is the 2nd most-visited website in existence
·
YouTube
is the top IOS app of 2018
·
YouTube
reaches more American 18- to 34-year-olds than any TV network
·
The
top ten YouTube stars earned 42 percent more money in 2019
·
People
have watched 50,000 years of product review videos
·
Since
2016, twice as many small- and medium-sized businesses are advertising on
YouTube
·
YouTube
mobile ads receive viewer attention 83 percent of the time
Before going
on a discussion of Google AdWords for Video, let me first elucidate about the
advantages of using YouTube Marketing:
Advantages of YouTube
Marketing:
1. Generate High Traffic Volumes: YouTube reaches billions of people in multiple countries
around the globe and that is accessible anywhere on a multitude of devices. So the
promise of generating high traffic is definitely plausible in YouTube
Marketing.
2. Gain ROI from multiple Video Marketing Channels: 78% of marketers say video gives them
a good ROI plus the intuitive algorithm of YouTube helps boost your viewers by
suggesting your video to the viewers who are watching related video/content.
3. Experiment with Viral Marketing: Viral marketing is the strategy where you make your audience
to spread information about your products or services. Fortunately, you can use
your YouTube content in many ways that can spark your shares in order to make
it Viral.
4. Boost Search Engine Ranking: By using the right tactics, you will be able to drive a lot
of traffic to your videos or on your channel and ultimately to your
website. Moreover, growing interest in Video encourages Google to rank
higher the Websites having Video Contents.
5. Integrate with your Social Media Marketing: Social media users prefer sharing
video content more, over any other content format. And the video increases the
popularity so the chances are better that associated links get clicked and help
you grow your online business presence.
6. Reach Global Audiences: YouTube has become an international sensation over the years
by reaching countries around the globe. People can access it anywhere and on almost
every device. And the shift towards mobile use is also boosting the popularity
of Youtube Platform even more.
Let us Explore about Google AdWords for YouTube Video.
Overview – Google AdWords for Video:
AdWords for video
allows you to display video ads in either the YouTube search results or
before/during/after videos on YouTube. Moreover, it enables you to show the ads
on the Google Display Network. With AdWords for video, advertisers can use
demographic targeting more efficiently to reach to more relevant audience. The
targeting options are although basic but still, they are useful. This is one of
the biggest advantages of using AdWords for video, as you have more control
over who sees your advertisement.
Types of Video Ads on
YouTube: The Google TrueView –
Google
TrueView videos are called TrueView because it charges you only when a user
actually views your video and the biggest strength of TrueView is the feedback
provided to advertisers. For example, you can get the information like, Who are
the users? Where are they coming from? And most importantly, are they watching
the video or not? The video marketers can interpret this data for making
better-informed keyword targeting decisions. If you review this data on a daily
or weekly basis, you will significantly decrease your cost per view over time.
The three
formats are there in the TrueView videos which are as follows:
·
in-stream
·
in-search
·
in-display.
Each works a bit differently, and those differences are just
because of the influence that how people come into contact with your ad and
what they must do to access it.
In-Stream Video Ads: The In- Stream Video Ads are the
ones which play at the beginning, middle, or end of YouTube Partner Videos. Viewers
have an option to skip the in stream video ad after 5 seconds. The advertiser
will be charged only if the ad reaches the 30-second mark if the video ad is 30
seconds or longer, in case of shorter ads, they will be charged only if the
entire video runs.
In-Search Video Ads: These are the ads which are
displayed in search results when someone searches for specific keyword. These
videos don’t get played until someone selects or clicks the video. Advertisers
get charged once the user clicks to play the video. Please see in the following
image:
In-Display Video Ads: In – display ads are the ads which
appear next to other videos on the YouTube Watch page and are labeled as an Ad.
Again here you will be charged once the user clicks to play the video.
Please Note: A single advertisement may appear in
any number of formats and places that allows you to test which format works
best for your product, business, or service.
How to Make an
Impressive Video Ad:
The videos
which provide a real value to the viewer are the ones that perform best. Let’s
take an example of cake if you love to eat cake then what will you most
probably like to watch, a video which make you learn how to bake a cake or the
one which is selling the cake. Of course the former one right, So learning videos
of “how to” are more significant. With the engaging how-to videos, you can
generate customer goodwill and increase YouTube subscriber base also. Moreover,
“How-to video” ads can be created for any product or service, it is basically
based on what is your audience interested in learning about? Let us discuss
some important tips and tricks to make an impressive video Ad.
Keep it Shorter:
Humans get bored easily and you need to face it. With passage
of time our attention spans are growing shorter and consequently you should use
shorter videos which tend to perform better. Short videos are those which are
no longer than 60-90 seconds. This is especially the case with in-stream video ads
where users have the option of skipping the ad before watching the video.
Focus your Video to the Targeting Keywords:
If you are not able to show your content to the right audience,
then you shouldn’t even bother creating an Ad. You can produce the greatest
video but if it’s not relevant to the user then they are not even going to
click it. That means you need to be focused with your keywords. Moreover, you
should constantly testing and removing keywords that are not performing. One
important way to make sure your video is relevant is to create unique videos
for every keyword groups.
For example, let’s suppose you own a website where you teach
the PPC
Experts about how to create an effective Google AdWords
campaign. A viewer searches on YouTube with the phrase “How to Create Google
AdWords Campaign” and another one searches for “Google AdWords Courses”. To
provide the most value, the former user should be shown an ad that provides the
tips to pique their interest. In this case, the CTA can direct them to your
website or your YouTube channel for learning more.
Testimonials:
Testimonials are powerful. If you have them, then hold
tightly. People can be suspicious in case you are speaking about your own
company or product in an Ad. But when another person is recommending a product,
it carries definitely more weight. There are many ways to leverage customer
testimonials in a video. Either you could conduct video interviews and use these
clips as the focus of your ad. Additionally you can take customer quotes and
surface the text in your video to reinforce their message or you can even create
a customer logo wall and to display it in your video.
Provide Purposeful and
Consistent Message:
You should clearly define before initiating the creative
process the things like: who really is your audience on YouTube and what are
they interested in watching? Don’t let the creative process control the type of
video you produce but your customer profile should control your video type.
Moreover, Your video should be humorous enough so that your
target audience will relate to the content. But make sure that your video and
landing page messaging to be in sync. If ad messaging on landing page and video
is consistent then you are much more likely to generate a positive ROI.
Make Use of Existing
Content:
There is no need to reinvent a new topic or reproduce a
video, but you can repurpose your existing marketing content as well. For
instance, you can use the presentation or a video of a conference where you
spoke recently in the form of an educational video that teaches the audience
about something they would like to learn. Sometimes, you could also compile your
best customer case studies and create a video that tells the story.
Final Words:
Today video
has taken over the web, and Google AdWords for video is a very innovative way
to attract customers. YouTube itself is responsible for attracting a huge
amount of web traffic. While the audience is large but there is comparatively
less competition because many marketers have been slow to adopt the online
video campaigns. And this is a great opportunity for the marketers who are
willing to invest in video content. And if you have already used Google AdWords
then getting up and running with an AdWords video campaign will surprisingly
simple and beneficial for you.
Source: https://www.jeewangarg.com/blog/the-ultimate-guide-to-youtube-advertising-using-google-adwords
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