Video is the content format that grows most every day, whether as a source of information or as simple entertainment, and to consume this content, it is no secret that the most popular platform is YouTube, without any doubt.
So, if you have not yet tried advertising campaigns on YouTube for your project, I recommend that you bet on this new ad channel that is not yet exploited so you can differentiate yourself from your competition.
It is not necessary to have great means to record a promotional video. Nowadays there are announcements that have been a success and that have been recorded with normal cameras, and even with mobiles. In addition, you can also create banners with images or GIF type, and make them appear above and next to the videos you want.
Being a type of advertising included within the Google Ad Words platform in brazil email lists, we have a wide selection of settings and configurations that allow us to carry out very segmented campaigns to reach very specific users. And the best of all is that since they will mostly be video-type ads, they will be easier to remember.
More fun and with more engagement
Each time we read less and consume more audiovisual content. They are more entertaining and less tiresome when it comes to informing and entertaining us. In addition, through a video, it is easier to tell a story and turn our ad into a video that users want to see because it generates curiosity. It is what is called Storytelling.
Thanks to this, we can make the announcement not to be seen as something intrusive, but as an entertaining content that the user wants to see in full.
Given that YouTube is the second most used social network in the world, and that on average one person is 40 minutes a day watching videos on this platform, the audience we can reach is very broad. So if we want to run an advertising campaign that reaches a large number of people, advertising on YouTube is one of the best options.
It differentiates you from your competition
Surely your competitors only advertise on the Search Network, so it’s your chance to stand out and persevere with your message.
The video is still an advertising format that is not very exploited, so if you make good ads, your audience will remember you and not your competition. Keep in mind that the audiovisual content is more impressive and the recall effect is greater than what we get with a simple text or image advertisement.
Reach only to your target audience
With Google AdWords, when we carry out our advertising campaign on YouTube, we can choose among several segmentations to reach exactly our target audience.
For example, if we have an online store of sneakers, we can make our ad only seen by men and women between 25 and 45 years old who are interested in sports shoes. The possibilities are almost endless as we will see below.
Flexibility in the type of bid
As with other Google advertising networks, on YouTube we can bid in several ways. For example, it allows us to bid for viewing, so if our ad is not seen or people decide to skip it by clicking on the “skip ad” button after the first 5 seconds, we will not be charged anything.
Measurement in detail
As in other types of campaigns, Google AdWords lets us know if we are reaching the right audience, how many users skip the ad, what percentage of the ad users come to see, sociodemographic data and much more.
Low advertising costs
This is another of the great attractions of YouTube advertising. Unlike the Search Network, these types of ads are cheaper due to the lack of competition that exists and the large number of videos and minutes of content that users consume on YouTube. Depending on the sector, for just 5-10 cents you can have a user watch your promotional video.
In addition, because recently YouTube modified the system of publication and exclusion of ads on various topics, ads that appear in videos that contain slightly inappropriate language, jokes or violence among others, are even cheaper, since large advertisers concentrate their ads on family friendly videos
icono-80What types of ads exist on YouTube?
Advertising on YouTube is very diverse and allows us to make different types of ads based on our objectives and needs. From short video ads that can not be skipped, to longer ads that tell a story and that users can skip after the first 5 seconds.
These types of ads on YouTube appear within other videos and can be skipped when the first 5 seconds pass. They can be played during or after another video that is on YouTube and the network of video and display partners.
With this type of ads, only the CPV bid is available. That is, if a user skips the ad after the first 5 seconds, or does not see at least the first 30 seconds of the ad, AdWords will not charge you anything. If the user sees more than 30 seconds, or the full ad in case of shorter duration, AdWords will charge the maximum CPV established.
Advantages of In-Stream ads:
If we do a good storytelling, they are very useful to hook the user. Video is the best way to generate curiosity and maintain the attention of a person with a good narrative. Thanks to this type of ads, we can make a good video telling a story that excites and hooks so that we connect emotionally with them or we generate curiosity.
We will only pay if users see our ad in full or, at least, the first 30 seconds. If the user decides to skip it, Google will not charge us anything.
We can use the first 5 seconds to send users the most important message we want to convey. In this way, even if they skip the ad, we will have already managed to impact them with our message without Google AdWords charging us anything.
Video Discovery Ads
Video Discovery type ads are those that appear in the YouTube search results listings.But they can also be shown in the column of related videos that is to the right of the main video that the user is watching.
In-Discovery ad as a related video
Discovery ad as a related video
Regarding this type of ads, they are only available if we select the CPV bid strategy. Therefore, AdWords will charge us when the user clicks on the title or thumbnail of the promoted video and it starts playing.
Advantages of Discovery ads:
You only pay when users decide to watch your video. Therefore, we come to people who are interested in your product or service because they have decided for themselves to see your advertising. This makes them more likely to generate a conversion.
They can appear on the YouTube mobile page, which can significantly increase your visibility.
Bumper ads are small videos that can not exceed 6 seconds and appear while the user watches a YouTube video.
By having such a short duration, users can not skip it and work especially well in the mobile environment, since on those devices users tend to skip In-Stream ads more easily.
Example of good ad bumper:
In this type of ads it is best to show little text, a shocking message and the product, service or what users can get during the video. Being a non-skippable ad, they are only available if we bid on CPM. That is, Google AdWords will charge us every time our ad is shown 1000 times.
Advantages of Bumper ads:
They allow us to impact the user with a clear and direct message without being able to escape it.
They encourage the user to remember our product or brand more easily if we combine them with In-Stream ads.
They serve to create expectation before the launch of a product or service if we create a good teaser.
They can serve to remarketing users who have seen a longer ad of ours, and thus consolidate and reinforce the message of the campaign.
If you are interested in knowing what is and what are the best strategies and types of Remarketing ads, here is an interesting article about it:
10 different strategies of ads with remarketing and retargeting
Ads from a Display campaign
On YouTube, we can not only show video type ads, we can also make the typical image, gif or html5 banners and have them show to the right of a video or overlays.
The most typical sizes are 300 x 250 px and 300 x 60 px for the right area, and 728 x 90 px for the overlays.
Unlike the In-Stream, Discovery and Bumper ads, which are made through campaigns on the Video Network, these banners are made through a Display campaign. We just have to create a campaign, choose the Display Network and collect videos and YouTube channels where we want to show the ads.
For this type of Display ads on YouTube, we can bid on CPC, CPA and CPM.
If you do not know these acronyms, I recommend this super dictionary in which you will find these and many other terms related to digital marketing.
Advantages of Display ads on YouTube:
We can select specific videos that are closely related to the theme of our business so that it is very relevant contextually.
The superimposed banners are very visible to the user, since they appear on top of the video. However, they should be used sparingly as they can easily annoy if they appear very often.
Masthead ads are those that are booked directly with YouTube, without going to auction through AdWords, and are usually charged for CPD, that is, YouTube charges the reservation of the site for 24 hours.
These ads can have different formats and dimensions, depending on the device. The best known is the Masthead video for computers, which is a horizontal block that occupies the top of the YouTube homepage, just below the search engine and navigation bar.In that space, we can include a video, which will be played automatically without sound and up to a maximum of 30 seconds. Your logo, a title, a description and the latest videos from the playlist you choose from your YouTube channel will also appear on the right.
Here is a YouTube tool with which you can simulate how your Masthead ad would look live.
Another type of Masthead ad that is increasingly present is the mobile video Masthead. In this case, it is only necessary to provide the URL of the YouTube video that we want to act as an announcement and it will appear on the main page in the YouTube applications for mobile phones and tablets (both iOS and Android), and for the mobile version of YouTube (m.youtube.com) if the user is not using the native application.
In addition to the video, the ad will show a title, a brief description and a small CTA that we can link to an external URL to YouTube.
Advantages of Masthead ads on YouTube:
They are the most visible, so they are perfect for companies that want to increase their brand awareness especially or access a new market in which the brand is not known.
If we need to promote a very novel product or service for a specific date, it is one of the best types of advertising that exists, since the scope is very large.
Icons-02-59 Segment types on YouTube
Before seeing all the types of segmentations that allow us to use AdWords on YouTube, we will see exactly what the segmentations are and what they are for.
This is one of the first topics we explain to our students in the course of face-to-face and online AdWords, since orienting the ads to potential clients is essential to ensure that our advertising campaign is effective and achieves a good performance.
Even if you have created a beautiful, useful and eye-catching ad, if the audience you are showing it to is not interested in that type of service or product, they will not be interested in it.
Juan is a person who does not like sports at all. If a gym does an advertising campaign and shows the ad to people like Juan, the campaign will not be very effective, since it is not an audience interested in sports.
If the gym uses segmentation appropriately, for example the Audiences, it could reach people interested in sports and fitness and the campaign would be more successful
The types of segmentations that we can use are:
Keywords: we can tell Google AdWords the words in which the people we want to address are interested.
Topics: depending on the type of content of the videos or the channel, YouTube catalogs the videos in themes. A channel in which the youtuber talk about clothes and trends, will probably be cataloged in the theme of “Fashion”. There are dozens of different themes.
Audiences: this segmentation serves to show our ads to people interested in something in particular. For example, we can address people interested in cooking if we select “Kitchen Lovers”.
Within this group, there are several subtypes of audiences.
Affinity: these types of audiences are designed to be able to direct our YouTube ads to people interested in a specific theme in the long term.
Intention: unlike the previous ones, Google AdWords includes in these audiences people interested in buying a product or contracting a service from a specific sector.
Remarketing: Thanks to this segmentation, we can make our ad appear to people who have seen or interacted with one of our videos before. Very useful because those people already know us and we will get more chances of conversion.
Demographic data: this segmentation allows us to show our ad to people who are between a specific age range or a specific sex.
Sites: if you want your ad to show on specific YouTube channels and videos, you just have to choose this segmentation and put the URLs of the videos or channels.
icons-02-12How to create an advertising campaign on YouTube with AdWords from scratch
Well, now that you know all the ads, targeting, and bid strategies available for YouTube advertising campaigns, I want to show you how to do it step by step using Google AdWords.
Step 1: Choose your goal
The first thing you have to do is go to the Campaigns section and click on the blue circular button of the +.
A screen will appear with all the types of campaign you can choose. In our case, as we want to make video ads on YouTube, we select Video Network:
create advertising campaign on YouTube video network
Next you will see that two types of objectives appear. Depending on which you select, AdWords will offer you some conf options.Establish a name that identifies your campaign clearly and concisely, so that by reading it you already know what the campaign is about without having to enter to see it. For example, if we make a brand awareness campaign for Volkswagen, we could call the Volkswagen Branding campaign.
Here you must determine what daily or monthly budget you are willing to spend on the advertising campaign. As for the type of publication, if we do not have a very bulky budget, it is best to select standard, so that our ad will be showing throughout the day.
Start and end date
This is a section that is often overlooked and that should be filled if we know how long the campaign will last. Keep in mind that if the customer tells us that the campaign should end on a certain day and we forget to stop it, AdWords will continue to consume the daily budget assigned.
Depending on where you want your videos to be shown, you have to choose one or the other network:
YouTube search results: Your ad will show when users use YouTube’s own search engine. The ad type is Discovery.
YouTube videos: If we choose this network, our ad will appear while users watch other videos. They are announcements of type In-Stream or Discovery.
Partner network: if we want to expand our audience and reach more people outside of YouTube, for example by browsing sites on the Display Network, we will choose this option.
Here you must select the language of your target audience, which has to match the language in which the video is recorded. If not, users may not understand what is said in the video.
In this section you have to determine the geographical orientation you want to address with your ad. If you sell a product or provide a service only in a certain region, make your ads only show there. If it is an online business that can be purchased or contracted from any part of your country, it broadens the coverage and selects the entire country.
Here we can select the different types of bid we saw earlier. Remember that if you want visibility, or if you choose non-skip bumper ads, you can only bid by CPM.
On the other hand, if you choose skippable in-stream ads, or Discovery type, you can only choose the CPV bid and AdWords will only charge when users decide to see your ad.
Here we can make our ads appear only on certain devices, being able to segment even by operating system or network type.
It allows us to limit the times that the same user sees our ad. To not tire you, I recommend you choose between 4 and 6t impressions a day.Content exclusions
With this section, you can make your ad not appear in certain themes or formats.
By default, your ad will only be shown in very safe videos, that is, videos without bad words, without political content and without any type of violence, real or fictitious, among others. Therefore, depending on the type of audience you want to address, it may be useful to deactivate the standard filter.
But what is the standard filter?
This filter is the main tool you can use to exclude (or not) certain content in your advertising campaigns on YouTube. By default, it excludes what YouTube considers inappropriate and sensitive content:
Tragedy and conflict: excludes content in which real or fictitious combat images appear.
Sensitive social issues: excludes videos that encourage reactions on sensitive topics.
Content with sexual connotations: excludes contents that speak partially or totally about sex or sexual products.
Sensational and shocking content: excludes videos of catastrophes or accidents.
Obscene and coarse language: excludes content in which obscene language is used.
If you check this option, the scope of your campaigns can be significantly reduced, because this system is too aggressive and causes numerous times that the ads are not shown in videos where, for example, the youtuber uses a taco from time to time.
What I do recommend is that you use the specific filters so that your ad does not leave the content that does not interest you.
Then I leave you two links with very useful information, whether you are an advertiser, or if you are a content creator:
Content guidelines suitable for advertisers
Types of content exclusions and site category options
In addition to excluding certain themes or types of content, you can make your ad not appear in YouTube videos embedded in websites (embedded), in live videos and in video games.
With this option, you can decide on what days and time slots your ad is shown to users. This can be useful if you have a product or service that sells much better in a few times of certain days and hours. In that case, to optimize that the budget is spent in the hours in which it is more likely that someone makes a conversion, you can focus your ads at those times of the day to gain effectiveness.
Step 3: Create your first ad group
Once you have set up the first part of the campaign, you have to do the same with the ad groups.
Within the same campaign, it is normal to make several ad groups with different segmentations in order to do A / B tests and see what type of segmentation works best.
One of the most common organizations is to create a campaign for each service or type of product you want to promote and then make several ad groups with different segmentations.
Gym that wants to attract more customers
Group 1: Locations (videos of sports training) + demographic (age)
Group 2: Audiences> Intention (sport and fitness)
Then, within each group, we would have to create several ads (minimum 2) with different messages and ways of telling it. By having two or more ads, you can compare which works best and thus go little by little optimizing your strategy.
In addition, Google AdWords has a functionality that allows you to toggle 50/50 ads until it automatically detects which ad works best (more impressions, more clicks, more CTR, etc). At that time, AdWords will start prioritizing that ad.
Ad group name
The best thing is for each group to give you a name that is easy for you to identify. For example, one strategy you can follow in all ad groups is to put the targeting used. If for example you use the Themes and Demographics segmentations, you can call your group: “Topics + Demography”.
Depending on the objective you have, you will be interested in one type of bid or another. As we have seen before, there are mainly 2:
Maximum CPM: this bid refers to the amount you are willing to pay each time your ad is displayed a thousand times. It is used when we want to achieve brand notoriety and increase the visibility of our company.
CPV: with the CPV bid, you establish a maximum amount that you are willing to pay for viewing. This influences the ad’s ranking. If the user skips the ad, AdWords charges nothing. Nor will you pay if you do not see the first 30 seconds if your ad lasts more than half a minute.
There is also the CPD bid, which is cost per day, and is reserved for Ma type ads.En este apartado debes determinar cuánto estás dispuesto a pagar por cada visualización (en caso de que hayas elegido puja CPV) o por cada mil impresiones (en caso de que hayas elegido la puja CPM).
Por ejemplo, si has elegido CPV, puedes empezar con 0,10€ para probar que tal funciona. Dependiendo del sector y a los usuarios a los que te quieras dirigir, tendrás que poner una puja más alta. A día de hoy, lo normal, es que las pujas se muevan entre 0,05€ y 0,20€, aunque hay excepciones.
No obstante, cuando vayas rellenando los datos de puja, presupuesto y elijas una segmentación, verás que a la derecha saldrán unas estimaciones del CPV o CPM medio y las visualizaciones y/o impresiones estimadas que AdWords cree que vas a conseguir. Gracias a esto, puedes hacerte una idea de cuánto pujar para ese sector y segmentación.
Paso 4: Crea tu anuncio de vídeo en YouTube
Ya estamos en la fase final. Ahora solo queda crear tu anuncio y subirlo a AdWords.
Haz clic en Crear anuncios y luego selecciona Anuncio adaptable. A continuación tienes que pegar la URL de tu anuncio de vídeo en YouTube. Si todavía no lo has subido, ve a tu canal y súbelo para que puedas seleccionarlo en este paso.
A continuación selecciona el tipo de anuncio quieres crear (In-Stream, Discovery o Bumper) y pon la URL. Recuerda que dependiendo del tipo de puja que hayas seleccionado previamente, podrás seleccionar uno u otro.
Después de seleccionar el tipo de anuncio, tienes que poner la URL dónde quieres enviar al usuario en caso de que haga clic en el enlace que sale mientras tu anuncio de vídeo se reproduce. Puedes poner el link de un vídeo de tu canal, de la portada de tu canal o un enlace hacia tu página web.
A continuación, tienes que elegir qué tipo de banner complemetario quieres que aparezca. Pero antes de eso, ¿sabes qué es un banner complementario?
Un banner complementario es una imagen en miniatura que se muestra a la derecha del anuncio, encima de los vídeos relacionados y que aparece en pantallas de ordenadores.
Gracias a esto, aunque el usuario haya terminado de ver nuestro anuncio, seguiremos teniendo presencia en esa página gracias a este banner y el usuario podrá hacer clic en cualquier momento. Estos banners no aparecen en vídeos embebidos ni en en televisiones smart TV.
Existen dos tipos:
Imagen: AdWords requiere una imagen con unas dimensiones de 300 x 60 px y un tamaño máximo de 150 kb, que se puede enlazar a un sitio web o a un canal de YouTube.
Muro de vídeos: Si no se especifica una imagen, YouTube insertará de forma automática un enlace directo al canal que se anuncia, el logo que tenga asignado, y hasta 3 vídeos de la última lista de reproducción.
Si el usuario hace clic en el banner complementario, AdWords lo contará como una visualización (se nos cobrará el CPV que tengamos establecido). No importa si la persona no visualiza los primeros 30 segundos.
Ahora haz clic en Guardar y continuar y ya tendrás tu primera campaña de publicidad en YouTube utilizando Google AdWords.
Flickr Redes Sociales¿Qué te parecen este tipo de campañas?
Si has seguido esta guía, significa que ya sabes crear una campaña de publicidad en YouTube al completo. Ya has visto que hay muchos tipos de anuncios, pujas y estrategias. Ahora solo queda que definas tu objetivo y te lances al mundo de los anuncios en YouTube
En cualquier caso, si te ha quedado alguna duda o quieres añadir alguna recomendación o consejo, ¡cuéntamelo en los comentarios!