In 2019, YouTube surpassed the two billion unique users mark, and the watch time of YouTube was more than 250 million hours per day. Clearly, Youtube has unparalleled targeting capabilities, making it one of the most effective ways of growing a business. Of course, Youtube marketing involves a lot more than merely creating an ad.
The types of YouTube ads vary, and each one tailors to a specific marketing goal. Additionally, you’ll need to make sure that the ads are of the utmost quality, especially if it’s a video ad. If you aren’t tech-savvy, try to use a reputable digital marketing company to create a video ad campaign that’ll draw more customers.
Today we’ll look at each ad that Youtube offers and suggest some YouTube marketing tips that will help you grow your business.
1. Skippable In-Stream Video Ads (TrueView Ad)
Skippable video ads are the ones that play before or during a video. The viewer can choose to skip them after the first five seconds if they want to. The ad has to be at 12 seconds long, and Youtube recommends a maximum duration of three minutes.
This YouTube ad costs less than others as you only pay when the viewers decide to continue watching beyond 30 seconds. You’ll also have to pay if the viewer watches the whole video or interacts with your ad, whichever comes first. As you can see, the first five seconds are crucial if you want to make an impression because, after the five seconds pass, the viewer can skip the ad.
That’s why a good YouTube marketing tip is to keep a video ad short. While it’s tempting to make a long video that allows you to explain your services, it’s most beneficial to keep it short and sweet as most people have a relatively short attention span (about 12 seconds). Skippable in-stream video ads are perfect if you want to promote your business channel, sell a product, or get people to visit your site.
2. Non-Skippable In-Stream Video Ads
As previously mentioned, people tend to have short attention spans, so many companies decide to use non-skippable ads. This type of ad plays before or during a video and lasts 15-20 seconds. You’ll need to make sure your video ad is of high-quality, as some people may feel annoyed that they can’t skip it.
You pay per impression at CPM (Cost per thousand impressions), so the final cost may vary. Non-skippable ads are perfect if you want to spread brand awareness, as viewers will have to watch the entire ad. If you feel that 15 -20 seconds is too much, then YouTube offers a shorter version, Bumper Ads.
Bumper Ads
Of the many types of YouTube ads, bumper ads are the shortest. This ad only lasts 6 seconds and is unskippable.
Just like the more extended version of unskippable ads, you pay per impression. Bumper ads are best used for reach and awareness campaigns.
3. Discovery Ads
Discovery ads are similar to the ads you see on Google, the ones that pop-up first whenever you search for something. They show up in search results, the watch page, or the homepage, so the more relevant your video looks, the more people will click on it. Discovery ads give more freedom to the viewer as they must actively click to view them.
Discovery ads have only three text lines along with a thumbnail, so you’ll need to make sure that the three text lines are eye-catching. Once the viewer clicks on a Discovery ad, the ad will direct them to a video or a Youtube channel. Discovery ads are great to promote your channel or a product.
4. Non-Video Ads
If your budget is tight and you can’t create a high-quality video, Youtube allows you to place non-video ads. There are two types of YouTube ads that are videoless:
Display ads
In-video overlay ads
Display ads advertise on the right-hand sidebar and combine an image and text alongside a CTA with a website link. On the other hand, in-video overlay ads appear hovering on top of video content from monetized YouTube channels. Ideally, both of the ads appear together, but often it’s not the case.
Youtube Marketing Tips
Now that we’ve seen the different types of Youtube ads, let’s briefly discuss some tips to optimize your YouTube ads. While you can do this yourself, it’ll be a lot easier to use a digital marketing team to help you out.
Optimize the Ad Runtime
As already mentioned, the shorter the ad, the better. If you can say the same in 30 seconds, think about cutting your video ad for a more meaningful result.
Optimize the Title
YouTube utilizes SEO, meaning that you’ll need to have the right keywords if you want to come out on top. Research keywords related to your service and use them in your title and description.
Optimize Ad Rotation
No one likes to see the same ad repeatedly. If you fail to alternate your ads, viewers will automatically skip the ad. Try to add 2 or 3 ads to your campaign for a more effective result.
Optimize Call to Action
Perhaps the best youtube marketing tip is that of optimizing your CTA. Even if your video ad is spectacular, if it fails to direct the people to do something (click the ad, visit your channel/site), then it’s worthless. So be sure that your call to action is simple and straightforward.
There Are Many Types of YouTube Ads, So Try Them All!
As you have seen, there are many types of YouTube ads that can help grow your business. The most helpful thing you could do is cover all the ads, helping you reach a larger target audience. Of course, that involves a lot of work, so it’s best to hire a digital marketing team to lend a hand.
If you do need the extra help, then contact us today! At Trigger Digital, we stay at the forefront of digital marketing, ensuring that your company comes out on top. Don’t delay any longer, and start growing your business!
