Part 2: Video Distribution Strategy – Advertise Your Video On YouTube
In our last article in this Video distribution series, we had discussed how you should publish your video on YouTube and optimize it for the search (also called Video SEO) to get maximum traffic and engagement organically.
Organic traffic is a good way to get in front of your existing subscribers. If your video ranks on Google, you’ll reach out to the newer audiences.
But as they say “Invest in something today that your future self will be thankful for tomorrow”
Investing in YouTube paid campaigns will help you to reach out to potential customers quickly and effectively.
It takes several weeks of sheer sweat and blood to craft a professional video. Promoting it with the help of paid campaigns on YouTube is an essential way to get the payoff.
So, in this part of the series let’s look at how you can leverage paid campaigns on YouTube to distribute your video effectively and explore newer pastures.
For the purpose of addressing all the common questions of users, we are keeping this post in Q&A format.
What is a video campaign?
It’s a forward facing marketing campaign which integrates video as a core tool to promote your products and services. A video campaign lets you show your video ads to your selected target audience and within your chosen geography. These ads may show on their own or within other streaming video content on YouTube and across the Google Display Network.
Google display network is a huge network of websites across the internet who partner with Google and rent out some space to show the advertisement on their website.
The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps. (Source: Google)
What are the different types of Video Ads?
#1: TrueView in-stream ads: Skippable
Runs before, during, or after other videos on YouTube or across Display Network sites, games, or apps.
These ads may also run on the videos embedded from YouTube to other websites.
The viewers have an option to skip these ads after 5 seconds.
The main benefit of TrueView Instream Skippable Ads is you are charged only when any of these happens first
A viewer watches your video for at least 30 seconds
The viewer interacts with your video i.e. clicks on a CTA
#2 TrueView In-stream Ads: Non-Skippable
These are similar to #1 Ad type explained above but the only difference is these ads are non-skippable. These are usually 15-20 seconds long (less than 30 seconds long). These are good when your video is short, simple or when you want to promote an offer.
#3: TrueView video discovery ads: (formerly “TrueView in-display ads”)
These ads appear in YouTube search results, alongside related YouTube videos or on the YouTube mobile homepage. In a nutshell, these ads appear in places where users are discovering content on YouTube.
These ads contain a thumbnail from your video with some text which in a way always invites people to click and watch the video. When someone clicks on these ads then the video plays on the YouTube Watch page or on your channel page.
You are only charged when a user chooses to watch your video by clicking on the thumbnail of your ad.
#4: Bumper ads:
These are super short video ads of 6 seconds or less duration, which plays before, after or during another video. These ads are very helpful in increasing the awareness of your brand by using a crisp, memorable message.
The main benefit of YouTube Bumper Ads is – these are non-skippable and leave a lasting impression on the viewers. Also, Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.
How do you make Video for YouTube ads?
There are a lot of online tools out there that you can use to explain your business in short video. You can simply use your iPhone or MacBook to shoot a live video and edit it using the free iMovie app. Other cost-effective DIY tools for creating animated videos include the likes of Animaker and PowToons. For best results, you must go for a professional video production house with a streamlined corporate video production process.
How much does YouTube charge for advertising?
Choose any budget that you want to start with. Most people start with as low as $10 per day for local campaigns and you can adjust your budget anytime. You only pay when people engage with your video ad or they choose to watch your ad.
The amount you pay depends on the geography, and the targeting criteria you select.
For eg. You get charged when:
- When someone views your TrueView ad for at least 30 seconds or
- Engages with your ad – like clicks a call-to-action, a card or a companion banner.
How do you set up ads on YouTube? / How do I promote my business on youtube?
What better way could there be than to explain the step by step process in just 3 minutes with the help of a video.
Over To You
Promoting your videos on YouTube is a simple DIY process. The platform provides you with a variety of ad types to suit different business and campaign requirements. Besides all that you can be sure that it’ll not cost you a bomb and you can run campaigns within your limited budget.
Hope these tips were helpful. In the next article of this series, I will cover how you can publish your videos on private platforms like Widyard and Wistia. Would love to get your inputs in the comments section below.