YouTube is often an untapped medium for many businesses. With billions of visits every month, there’s plenty of potential consumers that can be reached by specifically targeted YouTube adverts.
Much like when using ads for Facebook, you can target your audience directly with YouTube ads. This can be drilled down to their location and their interests, or even their age. With a Pay Per Click model, you only pay a fee when the ad is clicked. You aren’t charged for impressions.
As standard, when you make a YouTube video you get access to an analytics tool which can measure the base success of the vid. However, if you are running an advertising campaign, you’ll need to use AdWords to get the real data you need.
There’s also the option of building your own brand channel on which to host videos or advertisements. One way of driving traffic to a channel is to use YouTube advertising to help your audience discover it.
Connecting your Channel to Google+
If you have an active Google+ profile, you will find that your channel is already connected. However, you might need to do it manually within your channel preferences. Connecting to your Google+ profile will not change the URL of your YouTube channel.
Google cites a good few examples of positives of connecting your G+ and YouTube channel, including:
Auto-posting: When you post a video on YouTube, it can be automatically posted to Google+ (which is great if you actually ever have any interactions on there, I suppose)
Advanced Channel Management: Multiple users can manage a channel from a single Google Account.
Creator Tools: This includes allowing comment moderation. You can see all this in your Youtube Analytics dashboard.
There was also recently added the option to live stream videos from your Youtube account (Stream Now). The service is still in beta, and you do have to go through a bunch of verification first.
Editing Advertising Videos on YouTube
The YouTube Video Editor allows for some basic top-level editing of your YouTube video, which is pretty useful. You can do basic things like trim the items you upload and use some basic effects. This makes any reactive content especially easy to put together for your channel.
It’s pretty basic to be honest, but more than adequate for basic videos. You can even use it to slide Creative Commons videos into the reel, or use some copyright-free music to give your video a bit of an atmosphere.
The drag and drop interface reminds of Windows Movie Maker back in 2005, so I quite like it :).
Promoting your Video with Adwords
It’s pretty easy to set up your video advert by using AdWords.
First, click the Ads tab, then click the ‘+ AD’ red button.
When prompted, click ‘video ads’. AdWords then takes you through the rest of the process.
Video advertising is not restricted only to YouTube Network (being strictly advertising space on YouTube), but can include web publishers within the Google Display Network. This includes:
- Google websites (such as Gmail and Blogger)
- Pretty much any site which is deemed trustworthy or reputable by Google
You can choose which websites on which you want your adverts to appear within the Google Display Network by using managed placements. You can also limit your ad visibility according to particular demographics or topic by adding an exclusion within your account. You can do this within Adwords, choosing ‘All Video Campaigns’, and within the ‘Targets’ ab you may edit the negative targets under ‘Campaign Level Exclusions’.
TrueView Video Ads
TrueView is the name of in-display ads that you will see playing at the start of a video on Youtube, or in-display. The latter refers to the ads in the sidebar.
Example of a TrueView ad:
Example of an-display ad:
For the former, there are no fees unless a consumer views a video for more than 30 seconds.
You can add calls to action within your in-display TrueView adverts if you wish; call to action overlays can be made via AdWords – there’s a bunch of technical requirements to be able to do this though.
As usual, you can track impressions and clicks etc in Adwords once your ad is set up.