The way of consuming content is changeable and is in constant transformation. A few years ago, blogs were the sensation of the Internet. As time went by, social networks emerged and became one of the main sources of online entertainment. Today, it can be said that we are in the age of videos. And when talking about video, it is impossible not to mention YouTube, the most accessed platform. That’s why you need to know YouTube Ads!
Although not a new content format, video is by far one of the most attractive. And also one of the most consumed. Not coincidentally, all social networks now have features that allow the posting and sharing of videos of different formats and sizes.
According to a
survey conducted by VidMob
, artificial intelligence platform for marketing, Youtube grew by about 53% in 2019 compared to 2018. Data from the web itself informs that almost one third of internet users, that is,
about 2 billion people
are present on the platform.
This represents more than 1 billion hours of content watched per day, in more than 100 countries. Now, imagine what this could mean for marketing. A gold mine to be explored, isn’t it? And this is where YouTube Ads comes in, which can become a key piece in a campaign.
To learn all about YouTube Ads and its features, keep following our article!
What is YouTube Ads
If you consume content on YouTube, you have surely come across some ad in the platform’s videos. Whether at the beginning or in the middle, they are always present.
These ads are created through YouTube Ads, which is a paid media service for advertising on the platform. It works through the ads inserted in the videos watched by the users.
YouTube Ads is part of
Google Ads
. Therefore, campaign planning, audience setup, budget adjustment, and metrics tracking, for example, are all done through the platform.
Using segmentation tools, it is possible to make a brand reach users that are part of its target audience and can become potential customers.
Learn about the ad formats in YouTube Ads
There are five different types of ad formats in YouTube Ads. Each of them has a specific function, and you can choose the best option according to your marketing strategy.
Let’s take a look at a bit more about each of them:
- Bumper Ads
Bumper Ads are the short ads, up to six seconds long. This ad model cannot be ignored, i.e. the “Skip Ad” option does not apply to Bumper Ads. Therefore, in these cases, it is important to pay special attention to the content, after all, because it is mandatory, the consumer will need to watch it. This can be good, as it makes the viewer aware of your product, or bad, as it can cause a feeling of lack of choice.
- In-stream
This type of ad has a longer duration and can be shown either at the beginning or in the middle of the video, interrupting the original content. In-stream can be ignorable or not ignorable. In other words, it is up to you to choose whether users will be able to skip content after six seconds or will be forced to watch the advertisement all the way through.
- Discovery
Discovery video ads are related to the discovery of new content. When the user searches for a keyword, this is the type of ad that will appear on the search screen. It also appears as a suggestion in related video recommendations, always marked “Advertisement”, so that the user knows it is an advertisement.
- Masterhead
The top part of the YouTube homepage is called Masterhead, and it is also taken advantage of for ads! However, this location has a prominent place, and you must submit the ad for evaluation by a Google sales representative. In this case, it can take up to 24 hours to approve the ad.
- Video Action
Finally, there are the Video Action ads. This format is the most recent and was created during the pandemic. Due to social isolation, many stores remained closed for months, so retailers needed to find new ways to sell in the digital environment. And YouTube has not been left out of this growing market. With Video Action ads you can browse through a product catalog, view prices, and click a button that leads straight to shopping. This type of ad can be displayed on the home page, on the video display screen, or in Google’s partner applications.
Which format to choose?
After knowing all the YouTube Ads ad formats, the main question is: which format to choose? And it is an important question, because each format gives better results for a certain type of goal.
The good news is that the platform itself offers guidance on the best formats for the objective of your campaign! When creating an ad, you can choose from the following objectives:
- Sales;
- Potential customers;
- Website Traffic;
- Weighting the product and the brand;
- Reach and brand awareness;
- Application Promotion;
- Create a campaign without the guidance of a goal.
Based on your choice of objective and the length of your video, the platform will show you the most suitable options for your type of campaign. Pretty cool, isn’t it?
How much does it cost to advertise on YouTube Ads?
This is a question with no single answer. YouTube ad values can vary depending on a number of factors, and the exact cost per view is informed during campaign setup.
This is because COGS (cost per view), for example, can vary according to segmentation. If it is more restricted and with high competition for the target audience, the price per view will be more expensive. In this case, the charge is only made if the user watches at least 30 seconds of the video.
With CPC (cost per click), the advertiser only pays each time a user clicks on the ad. Therefore, it is not possible to say precisely how much it costs to advertise on YouTube Ads.
How to start advertising on YouTube?
To advertise on YouTube, you need to have a
Google Ads
linked to your channel on the platform! All the ad settings are chosen via Google’s ad manager. There you can adjust all the specifications of your ad in order to reach the stipulated audience.
If you need help with your YouTube Ads settings, Super Plural has the ideal solution for you! We are a marketing agency Google Partners. In other words, we are certified Google partners and have the knowledge to help you in this process. We are even certified in Video Ads, which makes us experts on the subject! Talk to us on WhatsApp or leave your questions in the comments.
Is it really worth advertising on YouTube Ads?
As shown earlier, videos are the biggest trend of the moment. And it is impossible to deny that YouTube is the largest and best-known platform in this segment. With more than 1 billion hours watched every daythe network presents a wide range of opportunities. After all, with so many users and videos of different subjects, it is virtually impossible that your target audience is not on YouTube.
The platform is even launching new features to adapt to video consumers of the Z and Alpha generations and thus deliver content to many more users. This feature comes to compete with famous applications such as Tik Tok, for example, and allows the creation of videos up to 60 seconds long, vertically. O YouTube Shorts is still in the testing phase, but should arrive in the United States in March. And there, were you curious about this novelty? If you want to know more about it, tell us about it here in the comments!
Given the constant innovation and evolution of the platform, as well as the renovation to adapt to the news in the market, it is possible to notice that YouTube is much more than just a platform for displaying videos; it is a community! As such, it is the ideal place to invest in ads.
So, have you already invested in YouTube Ads? Now that you know a little more about it, how about trying it in your next campaign?
