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YouTube Video Marketing 101
YouTube Video marketing is far more sophisticated and offers many more opportunities than before. Our job is to assess your gols and objectives and to advise you on what marketing strategies will work best for you.
What's your Marketing Goals
In every category – from apparel to auto, and from sports to consumer goods – businesses are looking for new ways to win the hearts and minds of their audiences and drive business results. See which ad solutions can help you get the results you’re looking for.
Build Awareness & Add Recall
Grow Consideration & Interest
Drive Action
All our campaigns are based on annual exposure. We fine tune our campaigns in real time and make major assessments every 3 months. We use real-time KPI's so you can see the results and value at any time.
GOAL
Build Awareness & Add Recall
Capture the attention of new potential customers and keep your brand top of mind with existing ones.
RECOMMENDED AD TYPES
TrueView for reach
Reach as many people as possible in your target audience at the most efficient price.
SPECS
- Skippable
- Video length: open (15 seconds recommended)
- Bidding approach: cost-per-thousand impressions (CPM)
MEASURE IMPACT
See the different ways you can measure success.
- Ad recall lift: Whether people recall watching your video ad.
- Awareness lift: Whether people are more aware of your business after watching your video ad.
- Impressions: Counted each time your ad is shown on a search result page or other site on the Google Network.
- Unique reach: The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks.
Bumper ads
Share your message in 6 seconds to drive reach and impact in a mobile-first world.
SPECS
Non-skippable
Video length: 6 seconds
Bidding approach: cost-per-thousand impressions (CPM)
MEASURE IMPACT
See the different ways you can measure success.
Ad recall lift: Whether people recall watching your video ad.
Awareness lift: Whether people are more aware of your business after watching your video ad.
Impressions: Counted each time your ad is shown on a search result page or other site on the Google Network.
Unique reach: The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks.
Reservation 15/20s
Use 15- or 20-second video ads that are guaranteed to reach your audience and make an impression that lasts.
Reservation campaigns may require minimum spend commitments. Contact your account manager to get started.
SPECS
- Non-skippable
- Video length: 15 or 20 seconds
- Bidding approach: fixed cost-per-thousand impressions (fixed CPM)
MEASURE IMPACT
See the different ways you can measure success.
- Ad recall lift: Whether people recall watching your video ad.
- Awareness lift: Whether people are more aware of your business after watching your video ad.
- Impressions: Counted each time your ad is shown on a search result page or other site on the Google Network.
Outstream video ads
Reach people wherever they’re watching, with video ads that run across mobile sites and apps – for example, embedded in news articles or before mobile games.
SPECS
- Non-skippable
- Video length: less than 15 seconds recommended
- Bidding approach: Viewable cost-per-thousand impressions (vCPM). Allows you to set a maximum amount you’ll pay each time your ad can be seen (for each viewable impression) instead of for each click.
MEASURE IMPACT
See the different ways you can measure success.
- Ad recall lift: Whether people recall watching your video ad.
- Awareness lift: Whether people are more aware of your business after watching your video ad.
- Impressions: Counted each time your ad is shown on a search result page or other site on the Google Network.
- Unique reach: The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks.
Masthead
Run high-visibility ads across devices by putting your business at the top spot of the YouTube homepage.
Masthead campaigns may require minimum spend commitments. Learn more.
SPECS
- Non-skippable
- Video length: open
- Bidding approach: Fixed cost-per-day (fixed CPD) bidding. You can work with the Google advertising team to get a rate estimate, check availability, and determine campaign impression goals.
MEASURE IMPACT
See the different ways you can measure success.
- Impressions: Counted each time your ad is shown on a search result page or other site on the Google Network.
- Unique reach: The total number of people who were shown an ad. This helps you understand how many times people were shown your ad across different devices, formats, and networks.
- Views: Counted when someone watches 30 seconds of your video ad (or the duration if it’s shorter than 30 seconds) or interacts with the ad, whichever comes first.
GOAL
Grow consideration and interest
Influence potential customers in the opinion-shaping moments when they’re most receptive to your message.
RECOMMENDED AD TYPES
TrueView in-stream
Run your ads before, during, or after videos on YouTube or on video-partner sites and apps to drive impact for your brand and products.
SPECS
- Skippable
- Video length: open
- Bidding approach: Cost-per-view (CPV). Pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners).
MEASURE IMPACT
See the different ways you can measure success.
- Consideration lift: Whether your ad moved people to consider your business.
- Favorability lift: Whether people are more favorably aligned with your message/brand after viewing your video ad.
- Purchase intent lift: Whether people are intending to purchase from your business after seeing your video ad.
- Views: Counted when someone watches 30 seconds of your video ad (or the duration if it’s shorter than 30 seconds) or interacts with the ad, whichever comes first.
TrueView discovery
To help surface your videos to an interested audience, place your ads in YouTube search results, next to related videos, or on the YouTube mobile homepage.
SPECS
- Skippable
- Video length: open
- Bidding approach: Pay when someone clicks on a video ad thumbnail or title and begins watching your video.
MEASURE IMPACT
See the different ways you can measure success.
- Impressions: An impression is counted each time your ad is served on the YouTube home feed, watch pages or search results page. Impressions help you understand how often your ad is being seen.
- Consideration lift: Whether your ad moved people to consider your business.
- Favorability lift: Whether people are more favorably aligned with your message/brand after viewing your video ad.
- Purchase intent lift: Whether people are intending to purchase from your business after seeing your video ad.
GOAL
Drive action
Reach potential customers in decision-making moments, and make it easier for them to take meaningful actions that you can measure.
RECOMMENDED AD TYPES
TrueView for action
Optimize your video ads to drive any online action that’s important to your business. Get interested customers to “buy now,” “get a quote,” or “learn more” with a clickable button that leads to your site.
SPECS
- Skippable
- Video length: open
- Bidding approach: Target cost-per-acquisition (target CPA): Sets bids to help you get as many conversions as possible at the target cost-per-acquisition you set. Learn more.
Maximize conversions: Sets bids to help you get the most conversions for your campaign while spending your budget. Learn more.
MEASURE IMPACT
See the different ways you can measure success.
Leads
- Purchase intent lift: Whether people are intending to purchase from your business after seeing your video ad.
Sales
- Store visits: Conversion tracking that helps you see how your ad clicks and views influence store visits. Available to businesses that meet specific requirements.
Website conversions: Counted when someone interacts with your ad (for example, views a video ad) and then takes an action on your website that you’ve defined as valuable to your business, such as an online purchase.
Universal App Campaign for Video
Automatically promote your app on YouTube where your ads are most likely to be clicked – and your app is most likely to be downloaded.
SPECS
- Skippable
- Video length: open
Bidding approach:
- Cost-per-acquisition (CPA): How much your business pays in order to get an acquisition (conversion).
- Cost-per-install (CPI): How much your business pays to get a new user for your app (specific to mobile apps).
- Return on ad spend (ROAS): Bid based on a target return on ad spend. Helps you get more conversion value or revenue at the target ROAS you set.
MEASURE IMPACT
See the different ways you can measure success.
App installs
- Post-install actions: The number of people who complete the specific in-app actions you’ve set up and selected for your campaign.
Sources
https://www.youtube.com/ads/running-a-video-ad/?subid=ww-en-ha-yt-bk-c-glb!o3~EAIaIQobChMIv8CPn4_W5QIVyYyPCh3q7waSEAAYASAEEgJ3M_D_BwE~{adgroup}~kwd-297075816610~1989813355~352927093107&gclid=EAIaIQobChMIv8CPn4_W5QIVyYyPCh3q7waSEAAYASAEEgJ3M_D_BwE&gclsrc=aw.ds
Updated February 2022