YouTube Ads

YouTube was created as a platform for uploading and watching videos for free, and its library contains music videos, vlogs, tutorials, guides, and many other types of recordings. It is a service where you can not only listen to music or relax by watching videos of funny pet antics but also a treasure trove of knowledge, tips, and videos showing how to create the perfect eyeliner, fix a car battery, or prune a fruit tree.

Due to its enormous and constantly growing popularity, YouTube is also an excellent advertising platform. According to Google data, over 90% of consumers claim they discovered new products and brands through videos and ads on YouTube, and in 2018, the time spent watching shopping advice videos doubled compared to 2017.

Thanks to the opportunity to present products or services through videos, more than 52% of internet users who watch videos on YouTube have taken specific actions, such as deciding to make a purchase.

As a result, an increasing number of advertisers are beginning to use YouTube ads in their promotional campaigns. They know that reaching potential customers should not only be done through Google search but also that short text ads or small graphic banners are just a drop in the ocean of promotional methods.

Given the growing possibilities and the emergence of stronger competition, it is essential to reach internet users as widely as possible. However, it is not just about the location but also the method of presenting products or services. YouTube advertising allows you to convey much more information than other types of ads. Where, if not in a video, can you showcase the best features of a product or how to use it?

YouTube, in conjunction with Google Ads, currently offers several different video ad formats, most of which take the form of short video creatives showcasing products or services and are displayed to users while watching videos they have selected on the YouTube website or mobile app.

TrueView in Stream
YouTube ads shown before, during, or after other videos on YouTube, websites, games, and apps in the video publisher network. Ads can be skipped after 5 seconds of viewing.

TrueView Discovery
Ads displayed above search results on YouTube or at the top of the column containing suggested other videos to watch (related to the currently displayed video). They are presented as a banner – a frame from the video, along with a title and description, and clicking on the banner triggers the playback of the promotional video.

Bumper Ads
Also known as interstitial ads – short 6-second video teasers that cannot be skipped. They are shown before, during, or after the video and are often paired with other types of video ads to reinforce the advertising message.

Video Ad Sequences
Allow for telling the story of the promoted product or brand by showing viewers a series of videos in a specific sequence. A user’s progression to the next step in the sequence depends on registering the viewing of the video in the previous step.

Product Overlays
Interactive cards displaying products from an online store that the user has previously viewed or are related to the currently watched video. Clicking on the card directs the audience to the product page for purchase. This requires linking to a Google Merchant Center account and having a product feed.

The most desired interaction with a video ad by advertisers is a click on the ad, the accompanying banner, or the overlay with a call to action, leading to the advertiser’s channel or website. Video ads are billed on a CPV (Cost Per View) or CPM (Cost Per 1,000 Impressions) basis.

YouTube video ads are an excellent way to reach internet users at various stages of the sales funnel. Thanks to very precise targeting options, they can be presented to users actively searching for specific products or services, as well as those at the beginning of the purchasing journey. YouTube ads can be targeted based on selected audience groups (e.g., people interested in a healthy lifestyle or planning to buy an apartment) or contextually – for example, showing ads on automotive or business-related channels.

YouTube ads and the Google Ads admin panel provide advanced data tracking capabilities. Unlike TV advertising, they allow for precise tracking of clicks, views, impressions, conversions, etc., based on selected days, hours, devices, or audience groups. Based on this data, video campaigns can be effectively optimized – the vast amount of data allows you to determine which audience groups to invest more budget in or which days of the week are best for increasing spending.

YouTube video ads are characterized by very low unit costs. The average cost per view of an ad video, depending on the industry, target audience, and campaign optimization, can range from a few to several dozen cents. In some campaigns, clients pay as little as 0.01 PLN per view.

Online ads are definitely more effective than their TV counterparts, especially in terms of engagement and impact. Thanks to the possibility of quick and direct interaction (e.g., clicking and visiting a website), ads generate more conversions than their TV counterparts. They are also easy to set up – video campaigns are created in a very simple and intuitive way, and in case of any doubts, Google’s extensive support is available 24/7.

Video ads provide the opportunity to showcase the effects, benefits, or usage methods of promoted products or services. Unlike TV spots, YouTube ads can last up to several minutes, and it’s up to the audience to decide whether to watch the entire ad, skip it, or interact in another way. In online advertising, any video posted on the advertiser’s YouTube channel can be used as an ad.

With the growing internet access, the reach of video ad campaigns increases year by year. Around 75% of global internet users already use YouTube, spending more and more time on the platform.

Google Ads offers a variety of targeting options for video ads. Advertisers can reach their audience using the following targeting methods:

• Demographics
  Targeting based on age, gender, parental status, and household income (available in selected countries).
• Audience Groups
  Targeting individuals who, according to Google’s estimates, have specific interests, are driven by certain intentions, and belong to particular demographic groups.
• Keywords
  Targeting keywords related to the advertised products or services, which allows the video ads to be displayed with content that the audience is interested in.
• Topics
  This allows for placing ads on channels, apps, or videos related to specific topics.
• Placements
  Targeting specific videos or channels where the advertiser would like their ad to appear.
• Remarketing
  These are so-called reminder ads, designed to encourage users to re-watch the video, visit the channel, or go back to the advertiser’s website.

YouTube, as a platform where users spend more and more of their time, functions like a giant shopping mall. Every day, crowds of people pass through – some rushing toward a specific destination, others stopping briefly with curiosity to watch what catches their eye. Some are only interested in a particular destination, while others are more willing to browse around, soaking in the sights, tastes, and scents of passing shops, often being tempted by them. Therefore, it is worth investing in your own piece of YouTube and showcasing what you do best. By presenting your offer not just randomly, but to carefully selected audiences, you have the potential to achieve great results. Additionally, working with qualified specialists who can guide you on where to position your ad, how to grab attention, and to whom to present it, can lead to spectacular outcomes.

YouTube is an Excellent Platform for Promoting Your Products or Services!
If you want to learn how to acquire more customers, get in touch with us. As certified Google Ads specialists, we will create a tailor-made campaign for you. We will help select the right video ads, choose the best audience groups, configure and optimize the campaign according to the highest standards, and our proprietary platform will monitor your campaign 24/7 to generate maximum profits.

At Verseo, we use a variety of campaign types, work with clients across diverse industries, stay up to date with the latest advertising trends, continuously train, share knowledge and experience, and always strive to find the best solutions.

Do you think YouTube won’t work for your industry? Maybe it’s time to discover that it can! Many of our clients have moved their TV budgets to YouTube!

• Setting up and configuring a business channel on the platform
• Preparing and launching videos/animations on the channel
• Managing advertising campaigns within the allocated budget on YouTube
• Running remarketing campaigns on the YouTube network
• Integrating the YouTube account with other sources: website, Facebook, Google+
• Advanced campaign performance analysis – YouTube Analytics, Google Analytics