YouTube advertising
In the same way that the media Facebook and InstagramYouTube has also grown. The number of users of the medium is increasing, which is why YouTube is continuously evolving both for users but also their creative advertising opportunities.
Businesses advertise on YouTube because it's the world's 2nd most popular website with 2 billion logged-in visitors per month! If you're considering how to allocate your video ad budget, YouTube has the widest reach and powerful targeting features that make it an undeniably valuable platform across the customer journey.
However, be aware that YouTube advertising is not something you just jump into without reading up on it first. Therefore, spend some extra time learning the basics, it will pay off in your return on investment later.
Types of YouTube ads
Let's start by looking at the types of ads you can run on YouTube:
- Display ads
- Overlay ads
- Video adsthat need to be skipped
- Video ads that can't be skipped
- Bumper ads
- Sponsored card
If you are already advertising on YouTube or have done your homework, you are probably familiar with most of these formats. However, it could just be that you are a YouTube user yourself and have come across them. Seeing how others run their YouTube ads can be a good place to start. That way you can get some inspiration.
YouTube advertising best practices
YouTube's advertising engine is very powerful and you can optimize to infinity. Of course, you don't have time for that, so the success of your ad basically depends on how it captures users. This means that your creative choices determine how successful your ads will be.
Data and YouTube advertising
As with any other form of advertising, if you don't know who your ads are going to be exposed to, it's going to be very expensive. Therefore, you need to look at your target audience. This can be based on other advertising activities, user surveys, your Google Analytics account, etc.
In addition, you should always consider your ad from the perspective of your potential customers: What solution does your product or service offer them? What do they need and want? Keep their goals and values in mind when creating your ads. This is about catering to customers - not you.
Follow up on your YouTube ads
When you choose to advertise on YouTube, you should always keep a close eye on your ads. That way, you can quickly change your set up if they are not performing optimally. If you just let an ineffective ad run, it can be an expensive experience.
Tip: To get off to a good start, you can set up two ads running in parallel. Then you can split test and compare this data to assess which ad has performed best.
