Heard of YouTube Ads? Think YouTube is overcrowded with adverts and can only be effective if you have a big budget of a large enterprise? That is not the case. At least, not just yet. With carefully planned strategies and a wise choice of YouTube Ads format, you may connect to your target audience and reap unexpectedly good ROAS. Check out the 3 must-try tactics for YouTube success below.
Creating a single video YouTube ad to showcase your brand and product is a great starting point. Oftentimes though it will only resonate with some of your potential customers.
This is because the buying journey is getting longer, users have more choice and are also more and more demanding. So, for your marketing efforts to be effective, you need to consider a full marketing funnel for every situation that your audience finds themselves in.
Consider this strategy if you are targeting new audiences, known as cold audiences. Key characteristics of cold audiences are:
Generating buzz around your brand and capturing uses’ attention is at this stage is not easy.
For YouTube Ads aimed at cold audiences, consider:
In-stream Video Ad is a great choice as it can be played before, during or after a relevant video your audience is interested in. With a gripping enough message, your video will be watched and you’ll be building your brand awareness effectively.
We will always put an emphasis on creating an informative video that also uses an emotional element that enables a user to relate to a brand’s offering.
For warm audiences, there’s a different strategy for YouTube Ads success. Key characteristics of warm audiences are:
As these people are likely to be at a research stage of a buying journey, they will respond better to an impulse nudge or a sharp incentive in a video ad.
In this situation, consider:
Bumper Ads are up to 6 second long and are also non skippable. These will work well when you want to communicate a snap discount or other offer your warm viewers will find very helpful.
In-stream YouTube Ads at this stage perfectly communicate how your product solves users’ problems. There are also many successful YouTube Ad campaigns that focus on helping the users to choose the right product for their needs.
Audiences that move towards the bottom of your marketing funnel, are highly motivated users who are browsing the net with a solid purchase intent.
Here, you want to consider yet another set of video ad formats, paired with the right content:
To create an In-Stream Video ad with CTA elements, choose site traffic or lead generation as you campaign’s goal. This gives you extra functionality to design a YouTube Ad. It is a video based ad but comes with a clickable call-to-action button below the video as well as a header and your brand logo.
TrueView Ads is a solution that emerged as a result of creating a seamless ad experience for a YouTube user. It gives up the disruptive advertising method in favour of a native advertising method.
With this system, advertisers are not limited in terms of length or type of content they want to promote. This is because audiences have full control here, meaning, they decide whether they want to watch your video ad or not. Your creatives can cover:
Your Video ads impressions will also align with the interests of your target audience. That way you eliminate the risk of ads being shown to viewers who do not want to watch your video ad.
TrueView allows brands to display their YouTube Ads in 2 ad formats:
Apart from the flexibility of creatives and a seamless advertising that blends in rather than disrupts, there’s another benefit of using TrueView strategy in your YouTube Campaigns: Relatively Low Cost per View.
Affordable cost is a result of two factors:
There are 6 main YouTube Ads formats available for advertisers: display ads; overlay ads; in-stream skippable; in-stream non-skippable; bumper ads and sponsored cards
We explain video ad formats in detail here.
If your business is new to YouTube advertising, and you haven’t built any audiences lists yet, we recommend that you test a mix of skippable and non-skippable formats in your initial strategy (especially the TrueView Ads described in Tactic 2 of this article.
Here is an example strategy as a step-by-step process:
Are you currently planning to use Video Ads in your marketing strategy and need help setting up your YoTube campaigns? Get in touch today and we will guide you through the process. Go ahead and submit your details via form below now.