How can you create video ads to play on YouTube? Are you wondering if your shopping ads will appear on YouTube?
Well, I have something to tell you.
If you’ve paid for them, of course, they will.
The question isn’t whether or not your ads will appear on YouTube.
The question is how YouTube advertising works, and how it can help your business expand.
If you’re wondering about how to play your video ads on YouTube, read on to find out.
What’s the big deal about YouTube?
YouTube video ads are all the rage these days. Most companies, from make-up brands to small businesses, are using the platform to promote their services.
Is it any wonder why?
YouTube is the biggest search engine after Google.
It has massive traffic and has been revolutionary for video streaming.
It’s created new standards for video streaming and has become a steady source of income for many vloggers. YouTube has been a game-changer as it revolutionized what entertainment could look like.
This is exactly why nearly 1.9 billion people log into the streaming service every month with about a billion hours of streaming each day.
Imagine that sort of traffic.
With so many people logging into the site, is it any wonder how your ads could reach a massive audience there?
It only helps matters that less than half (nearly 15%) of YouTube’s traffic comes from America.
Don’t get me wrong.
It’s still a massive amount of people. But you can see how YouTube caters to an incredibly diverse audience, expanding your reach exponentially.
Most of the views on YouTube come from mobile devices; over a staggering 70%.
What do these views say about the kinds of ads you want to use? Are they compatible with television, which mobile phones are usually cast/ mirrored on?
The platform revolutionized the digital plane, not just for content creators, but also for marketers to play their ads on YouTube.
This is exactly why so many advertisers are wondering how to make their shopping ads appear on YouTube.
How you can Play Video Ads on YouTube for Your Business
YouTube presents video ads in a way that is easy to consume and understand. After all, well-shot video ads are a lot easier to consume than text-based ads.
When Google bought YouTube in 2006, it made a lot of changes to the streaming platform.
More recently, in 2017, Google announced that YouTube advertisers would be able to use the audience’s Google search history to target them with more relevant ads to their interests.
There’s also the added perk that keywords are a lot less expensive to target on YouTube than the traditional Google search.
YouTube is one of the best platforms to run ad campaigns, increase brand awareness and interactions. It’s cost-effective and can prove to be a useful tool in your advertising arsenal.
What do I mean when I say cost-effective?
Obviously, YouTube advertising is not free. You have to pay a fair amount to feature your ad in a YouTube video.
But advertisers only have to pay for the video ads that are viewed for a significant chunk of their run-time.
We’ll talk about this more when we get to the types of YouTube video ad formats.
If your shopping ads appear on YouTube, the platform can provide your brand with a lot of visibility for a lot less than normal platforms.
You probably have a lot of questions about YouTube marketing, and it’s best that you clear up any misunderstandings before you begin to create video ads to play on YouTube.
YouTube Ad Formats
If you’re considering using YouTube for your video advertisements, then you should also know the potential that these ads can offer.
There are three main categories of video ads that you can play on YouTube.
These are the regular, standard video ads that play before a YouTube video. Not only are these ads incredibly versatile and engaging, but they’re also relatively cheap, and you can target interested members of your target audience.
Consider this as an example.
You place an ad for your business before a video. The ad is thirty seconds long. You will only have to pay up for the ad if a user watches the entire thing.
Similarly, if an ad is over thirty seconds, you’ll only have to pay if the user watches up to the 30-second mark.
These are subject to changes according to how interactive and how many additional components you add to your YouTube ad, plus how many people click/ interact with the advertisement.
Sounds like an advertiser’s dream, doesn’t it?
In this way, YouTube ads are a cost-effective way to get your message across to a massive audience (you can combine the search results from two of the biggest search engines to engage in even more efficient audience targeting).
The big benefit of TrueView ads is that you can advertise however you want. These ads are a big part of why advertisers want their shopping ads to appear on YouTube.
Think about it.
Instead of traditional ads that inform the viewer of a product and end, TrueView ads are versatile enough to include new modes of storytelling. You can include music, dialog, and make it look sleek and fun.
The key to TrueView ads is that you have to grasp the audience’s attention within the first 5 seconds before they’re given the option of skipping.
You can achieve this through catchy music, fun and colorful visuals, a glossy and sleek look, or a celebrity. Make those unskippable few seconds count with a brilliant aesthetic. This could seriously boost brand recall.
TrueView In-stream Ads:
These are the ads that begin playing in the start or middle of a YouTube video. YouTube recommends brief 30-second ads for this type.
A direct link to your website appears in the top-right side of the screen in the form of a banner ad.
TrueView Discovery Ads:
These ads used to be called in-display ads.
These are the ads that appear on YouTube’s page when you type something into the search bar as recommended/ related videos to your search.
They may even appear on the homepage or in the list of recommended videos in the right-hand sidebar.
There is no recommended length of time for such ads, as people choose to watch them instead of having them intrude on the video.
Pre-roll/ Unskippable Ads
These are essentially the same as TrueView ads but with two differences:
- They can’t be skipped.
- They have to be brief; 15-20 seconds long.
They can play before (pre-roll ads) or during a YouTube video (mid-roll ads).
Make sure your ad is concise, to-the-point, and creative. If you’re paying for an unskippable ad, you want to see to it that the audience is listening to what you have to say.
These ads are sold on a PPC basis, so you ideally want to include some interaction or a call to action within the advertisement. Incentivize your audience to click on your ad and interact with it.
These ads are by far the most bearable out of all the ones I’ve listed before.
These are 6-second non-skippable ads and are paid for on a CPM basis.
While these are nowhere near as versatile in storytelling as pre-roll or TrueView ads can be, they still find their use in creating hype for a larger ad campaign, project launch or company event.
You can still use them to get your point across very effectively. However, it may seem like a big challenge to fit all the information you want to convey in one singular, 6-second advertisement.
Do some research about how to make the most out of these ads and get some inspiration!
A Bonus Tip
Here’s a special tip for you to have your shopping ads appear on YouTube!
If you find that creating video ads and audience targeting is past your resource allocation, there’s a great little tip you can follow to promote your services still.
Reach out to YouTubers.
In recent years, YouTube’s algorithm has left many YouTubers discontented with the platform’s demonetization policies.
This is terrible news for YouTubers who might not be considered “ad-friendly” by YouTube anymore, for a variety of reasons ranging from their language to their content.
However, this is an excellent opportunity for small businesses to find sponsorships for their services.
YouTubers whose videos have been demonetized are becoming increasingly open to promoting a product or a service in return for revenue.
This also makes audience targeting a lot easier because one look at the YouTube channel’s primary audience will give you an idea of whether or not they align with your target audience.
Say you run a small local business selling organic, ethically sourced, eco-friendly makeup.
You would have to be smart about it; someone from the make-up community, like a beauty vlogger, would be hesitant in promoting the brand since their word counts for a lot in their target demographic.
Makeup gurus won’t just give their seal of approval to any brand as they usually make it a point to mention that the products they promote are not paying them or sponsoring their videos.
So who could you target?
You would find a YouTube channel that promotes eco-friendly products with a focus specifically on protecting the environment and ethical sourcing.
One look at their subscribers and viewers would tell you whether or not their audience is ready to purchase eco-friendly products. You can use surveys for this purpose.
So it works out for all parties; the YouTuber and the advertiser!
And, if you’re lucky, the buyer as well!
So there you have it.
A run-down of YouTube video ads, as well as a little tip to help you out!
Which YouTube video ad format do you prefer the most?
And which is your least preferable?
Sound off and let us know in the comments!
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