YouTube ads are incredibly effective and can be a game-changer when executed properly. They function similarly to search and display campaigns in terms of targeting capabilities. However, many YouTube ad campaigns fail because of the flawed creation of the video itself, often done in-house. To create a successful video ad, it’s important to have a well-crafted script that compels viewers to click and engage.
The Objective
The objective of a YouTube campaign is to interrupt people who are watching something else, so you have a limited window of either 15 or 30 seconds to capture their attention and prompt them to keep watching or click on your website. This interruptive marketing approach can be challenging, and that’s where many campaigns fall short.
Two Types of Video Ads
YouTube offers two types of video ads:
- Skippable- Skippable ads allow viewers to skip the ad after 30 seconds
- Non-skippable- Non-skippable ads force viewers to watch a 15-second ad.
Additionally, there are other ad formats available, such as bumper ads and sponsored cards, which can be utilized within the YouTube campaign platform or in other campaigns like Sway and PMax.
Effective Attention Viewing
To effectively grab viewers’ attention, your video ad must be:
- Engaging
- Entertaining
- Deliver a precise message
Moreover, the landing page or website you direct viewers to should align with the ad’s content and messaging.
Retargeting
Constructive retargeting works well with YouTube ads since they are interruptive campaigns targeted at people who may not have heard of you before. Utilizing retargeting on platforms like Google, LinkedIn, or Facebook can reinforce the message and increase the chances of conversion. The same principles apply to non-skippable ads as well.
To better understand YouTube ads, pay attention to the ads you encounter while using the platform. Often, these ads fail to capture attention effectively. However, some individuals in certain industries excel at creating successful YouTube campaigns. The Squatty Potty campaign is an excellent example of a three-minute ad that was entertaining and comical, generating interest and clicks.
Bumper Ads
Bumper ads are short ads that appear in the middle of a video, lasting six seconds or less. It can be challenging to convey a compelling message within such a short period of time.
Sponsored Cards
Sponsored cards, which display overlays, are another way to showcase your videos. These cards can be seen on various channels, such as CBS News.
Youtube Advantages
One of YouTube’s advantages is its extensive user base and the billions of videos available on the platform. YouTube has a high viewability rate, and users spend significant amounts of time engaging with its content. This makes it a valuable platform to reach and engage with a wide audience. Additionally, YouTube offers the same targeting tools as other Google campaigns, allowing for precise targeting based on user data.
However, it’s crucial to have a well-crafted video ad in order to effectively retarget and refine your audience. If you lack the necessary skills, consider hiring an agency to ensure you don’t waste money or become discouraged.
When Setting KPI’s
When setting KPIs (Key Performance Indicators) for your YouTube campaigns, it’s important to be realistic and consider where YouTube fits in the customer journey.
For example, if you’re an e-commerce business, your KPI may not be immediate sales but rather driving traffic to your website.
In retargeting campaigns, you can focus on actual purchases.
Understanding how YouTube aligns with your customer journey and targeting strategy is essential for achieving successful outcomes. YouTube campaigns can be highly effective, but they require thoughtful planning and execution, so be sure to give them the attention they deserve and conduct thorough research to avoid frustration with the results.
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