While advertising is important, it’s not just a matter of placing your ads in random spots on the Internet; they need to be somewhere they will be seen. YouTube has 1.9 billion active users per month, and it’s the second most widely used search engine besides Google. With numbers like that, you can’t afford to not advertise on its platform. If you don’t know the steps you need to take in order to make that happen, we’ve got you covered in this article.
The Three Different Kinds of YouTube Ads:
- In-Stream Ads
- Non-skippable Ads
- Bumper Ads
This is a good place to start if you’re still learning about the nuances of advertising on YouTube. In-Stream ads are skippable ads that appear at the beginning of YouTube videos. These are quite common, and the odds that you have come across one at some point during your YouTube videos is very high. These ads are versatile, as they allow you advertise your products pretty much however you want. Whether you want it presented as a demo video, a how-to guide, a testimonial, or something else, In-Stream ads let you do that.
The name is self-explanatory, but there are two different kinds of these ads: pre-roll ads and mid-roll ads. Pre-roll appears before the video plays, and mid-roll ads play after a ten minute or so mark of the video. YouTube cut the maximum length for non-skippable ads from 30 seconds down to 20 seconds. While people might not watch every second of your non-skippable ad, it’s important to incorporate sound into your ad. This is because hopefully the message will catch their attention even if they’re occupied with something else at that moment.
Bumper ads last around six seconds at most. They even appear at the end of YouTube videos, and are paid for on a CPM basis (cost per mille). This kind of ad is great for targeting users on mobile phones. They’re easy to use, not hard to watch, and are a great option for ads because so many people are already on their phones.
The Skip Ad Button:
We used to see a lot more of the button that says “skip ad” at the bottom right corner of our screen whenever a painstakingly long ad appeared. While it does still exist, YouTube announced that advertisers can choose whether or not they want to have that button. This is partly because the advertiser will pay more in the end, which ultimately makes YouTube and Google more money. However, they also want to make the channel better for content creators and marketers who advertise there too.
Creating Your Ad:
In order to create a successful ad, you must make your call-to-action apparent from the beginning. Get people’s attention as quickly as possible, and if you have what’s considered a “cool” ad, people might be less inclined to skip over it. Grab their attention from the beginning and keep them watching. The rule of thumb is to create engage your audience within the first five seconds. If you don’t, you have already lost them.
Since YouTube has a huge potential audience for you, you don’t want to waste an opportunity. Get your audience’s attention while you can.
Paying for Ads:
This all sounds well and good, but how do these ads get paid for? Do you have to pay for every ad no matter what?
The quick answer is no, you don’t have to. If someone watching your ad skips it before the ad reaches 30 seconds, you don’t have to pay for it. The goal was never completed, so you shouldn’t have to pay for something that was only done halfway.
That being said, if the viewer clicks on the ad, you will have to pay. Any sort of action taken by the viewer is something that you will have to pay for. Small price to pay for a direct engagement with a potential customer.
If you decide to make YouTube videos to attract more people, always remember to use high quality footage. Videos shot with phones that have rocky camera motions are not going to be moved organically by YouTube. There’s a reason why all of the videos on the homepage have a professional look to them. YouTube wants to show off the best their site has to offer to attract more people to the platform, and people don’t want to see low quality videos.
Scripts and Editing:
Though it sounds like extra work, writing scripts is a necessary part of making videos. If you have an action plan before you begin filming, it will sound more professional. People have a tendency to go off on a tangent without ever even completing their original thoughts. This isn’t something viewers enjoy. To prove this point, try two versions of a video: one with and one without a script. See what the outcome is for both and show your friends. Odds are they’ll choose the one that has a certain flow and gets to the point.
Editing is another necessary part of making YouTube videos. Nothing is perfect the first time around, so why assume a video will be? Take the time to comb through your video at the end of it all. With a manicured finish, it will be a winning product.
Encourage Viewers to Subscribe:
The most important part of any YouTube video is when you tell your viewers to subscribe to your channel. When someone subscribes, they receive notifications of new content you post, and it ultimately means they like what you post. Besides subscribing to your YouTube channel, you want to send them to a landing page for your product hopefully increasing traffic on your website. Send them anywhere you can that will end up putting more money in your pocket.
YouTube and Google work together. When you advertise on YouTube, your ads are going to people with search histories from both platforms–that’s a wide variety of people who might get to see your ads, and that means better business for you. Advertising on YouTube is a necessity as it only seems to be getting more popular as time goes on. Embrace it, and create the best ads to attract your target audience.