Video is an incredibly powerful way to market your business and build your brand. Did you know that people are 85 percent more likely to buy a product after viewing a product video and an estimated 79 percent of internet traffic will be video content by 2018!
Why Should You Advertise On YouTube?
YouTube has more than a billion active users and they consume over six billion hours of video every month!
The truth is, video isn’t difficult to produce these days. In fact it’s easy. 90% of mobile phones in the world come with a camera and the average smartphone user creates 8 videos a day! There are apps and resources available that can help you with the editing process too so you don’t have to hire in a specialist if you don’t want to. Take a look at Powtoon, Video Maker FX and Fiverr as a start.
Traffic is relatively cheap too. You know the little ‘Skip Ad’ button you see on YouTube ads? If someone clicks that, before 30 seconds, you don’t pay a penny! As an advertiser you ONLY pay for a view if someone has watched more than 30 seconds of your ad or until the end of the video (whichever comes first). It’s called TrueView pricing. And it’s great because you only pay when someone actually watches and consumes your content!
Within your niche you can use AdWords’ targeting options to hone in on your desired market, so you only need to show your ads to people who fit your customer avatars – the people who are more likely to buy from you. You do not need to waste money showing your videos to people unlikely to buy.
2 Types Of YouTube Ads
There are 2 main types of YouTube Ads: In-Stream and In-Display.
In-Stream ads are the ones that you see before your video starts which have the infamous ‘Skip Ad’ button that appears in the bottom right corner after 5 seconds.
The trick with these ads is to capture the attention of the viewer before that button appears (in the first 5 seconds!).
In-Stream ads are a great way to gain maximum visibility because people are ‘forced’ to watch at least some of your ad.
In Display Ads
In-Display ads come in different forms.
In-Search works much like regular Google AdWords. You pay to have your listing/video appear at the top of the Youtube page based on the search of the viewer.
The next form of In-Display YouTube ads are called ‘Related Videos’ because they appear on the right hand side of the page amongst the related videos for the video the individual is already watching. These ads blend well into the list of recommended and upcoming videos and look more like natural content than the ‘In-Search’ ads but are still labelled as paid content with a yellow box that says ‘Ad’.
Both of these In-Display ads can only link to either a YouTube video of yours or your YouTube channel. This means that you can’t use them to directly send people to your website or landing page. You’ll need to send them to a video which THEN sends the person to where you want to them to go and asks them to do what you want them to.
You should choose to use the In-Display Ad if you want to build your YouTube channel subscribers or if you want more views on your YouTube content.
Planning Your Ad
The first thing you need to do is set a goal for your ad.
What do you want people to do after they've seen your advert on YouTube?
- Visit your website?
- Call you?
- Subscribe to your channel?
- Come and visit your shop?
Keep this in mind when you're planning your advert and make sure your message is clear throughout the ad.
The goal you decide on will also effect which YouTube ad type you should use.
If your goal is to get more YouTube views/engagement on your channel then you should be focussing on the YouTube In-Display ads.
If your goal is to drive people somewhere other than a YouTube video or build brand awareness, you’re probably going to want to use the YouTube In-Stream ads.
Scripting Your Ad
I recommend scripting and even storyboarding your ad before you film it. Start of with a bullet point list of the key messages you want to get across, and then expand these bullet points into scripted sections. Even if your ad is just 30 seconds long - getting the message nailed will help you a lot.
Start with a hook, something outrageous, shocking or funny to make the viewer want to stay.
When writing a YouTube Ad script follow this simple 5 step plan:
- Hook - the first 5 seconds of the video. You need to do something that is going to catch their attention and make them want to keep watching.
- Introduction - introducing yourself and your company, and explaining why the viewer should pay attention to you.
- Agitate Pain - In this step you remind the viewer of the pain, hassle or discomfort they’re experiencing because they don’t have your product or service.
- Provide the Solution - announcing your product/service and explaining how it can help and benefit the viewer.
- Call to Action - tell the viewer what you want them to do. Whether that's clicking a button, subscribing or even picking up the phone to call you.
Creating Your Youtube Ad
Of course, buying official equipment can become quite costly. Should you be on a smaller budget, find the cheap/free alternatives to the above. For example, the app 'iPad teleprompter', and for good lighting, film near the window at midday when the sun is out!
TOP TIP: If filming on a phone, be sure to do it landscape. Youtube's ratios are 16:9.
Recording Your Video
When you're recording your video make sure everything is set up and ready to go. Have your script loaded onto the teleprompter (or cue cards!), make sure the camera is recording, the lights are on and the microphone is working.
Check your background and setting to make sure there's nothing distracting or unwanted behind you.
Record a quick clip and watch it back to double check everything is working and you're in the frame then it's time for Lights, Camera, Action!
If you're in front of the camera, make sure you smile!
Editing Your Video
Even if your ad is just one continuous video clip, you may want to edit the video to include titles, captions, calls to action or even sound effects.
If you have a really simple ad, then you can edit your video within YouTube. Just upload any video clips you want to use to YouTube and then head to: www.YouTube.com/editor You can stick the clips together, add titles and audio etc. right in YouTube itself.
If you want to be a little more sophisticated but still keep things simple, you can download and install some great free software onto your computer. If you have a Mac, then you can download iMovie for free from the App Store (if you don't have it already) and if you have a Windows computer you can download Windows Movie Maker. These are both very simple to use and come with great guides/instructions if you need them.
If you don't have the time, patience or technical skill to edit your ad yourself you can easily hire a freelance video editor to do it for you! Checkout UpWork or Fiverr and you'll see thousands of people ready to receive your clips and turn them into a mini-masterpiece!
Animated Youtube Ads
If you're not keen on getting in front of the camera yourself, or want a more fun and creative style of video then an animated video could be the way forward! There are several apps you can use to create these, but highest ranking at the moment is PowToon. It costs, but prices vary depending on what you are wanting to do.
Launching Your Ad
This can be as simple as uploading your video to Youtube, but if this is your first time advertising, there are a few things to do first.
- YouTube Ads runs off Google AdWords, you’re going to need an AdWords account to get started.
- Link your Youtube channel and Adwords account. If you are unsure how to do this, instructions can be found in your Adwords account.
Here's a summary of all the different targeting options available to you with YouTube Ads:
YouTube Remarketing – show the ads to your channel subscribers or to people who have already viewed, liked or commented on videos on your YouTube channel.
AdWords Remarketing – show the ads to people who have viewed specific page(s) on your website.
Channel Placements – show ads to viewers of specific YouTube channels.
Topics – show the ads to viewers of videos related to a particular subject matter.
Keywords – show the ads to people who search YouTube for particular videos/subjects.
Affinity Audiences – show ads to viewers who AdWords thinks are interested in a particular market sector; this type of targeting is about the viewer not about the content of the video being shown.
In-Market Audiences – show ads to viewers who AdWords thinks show the behaviour of someone thinking of buying within a particular market sector; this type of targeting is about the viewer not about the content of the video being shown.
Tracking Your Results
If your campaign goal is to get people to a landing page (and not just consume your content on YouTube) then AdWords can track your Youtube Ad results for you – so you know exactly which videos and ads produce results for you and which don’t. This will allow you to optimise your channel around content that really works for your business.
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