Capturing attention is hard. I get it.
But doing so in a world brimming with distractions?
An even tougher nut to crack.
Only if there was a way to drown out the noise and reach your audience in an instant.
That’s exactly what I will show you in this blog with the help of YouTube video ads.
This comprehensive guide will walk you through everything you need to know about mastering targeted visibility on the second-largest search engine in the world.
From fundamentals, types, and specifications, to exploring a step-by-step process for making your own ads.
I give you the tools you need to make your audience take notice of your brand from a mile away.
YouTube Video Ads are short promotional clips used to advertise products, services, or brands directly on YouTube.
Image Credits: Shopify (Source)
Essentially, if you’re navigating YouTube, there’s a good chance you’ll come across a YouTube video ad one way or the other.
Just like any video ad, they are designed to capture the viewer's attention and encourage them to take action.
With the only difference being that you see them on YouTube, whether it’s on a computer or on your smartphone.
YouTube is a treasure trove of consumers of all kinds.
And if you’re a B2B business, your customer could literally be just a click away.
Thus making YouTube video ads a unique opportunity to get eyeballs in a highly targeted way, based on demographics, interests, and viewing behavior.
YouTube offers a variety of ad formats to cater to different marketing needs and objectives.
Here are the six main types of YouTube Video Ads:
Skippable in-stream ads are the most common type of YouTube video ad.
These ads play before, during, or after the main YouTube video and can be skipped after 5 seconds.
They are an excellent way for advertisers to increase brand awareness while giving viewers the option to skip the ad if it's not relevant to them.
Skippable ads can be up to 3 minutes in length, but shorter ads that are about 60 to 90 seconds long are generally more effective.
Non-skippable in-stream ads share all the fundamentals of skippable ones.
But, as the name suggests, they cannot be skipped by the viewer.
These ads are 15 to 20 seconds long, depending on regional standards, and are a good choice for advertisers who want to ensure their full message is seen.
This format is best used for delivering concise, impactful messages to a targeted audience.
In-feed video ads appear in places where viewers discover content.
It could be on the YouTube homepage or next to related videos.
You can also find these ads while scrolling through YouTube Shorts.
These ads include a still from your video with some text or a YouTube thumbnail, inviting users to click to watch the video.
The format is beneficial for promoting longer content and helping drive traffic to the advertiser’s YouTube channel or website landing pages.
Bumper ads are short, non-skippable video ads up to 6 seconds long that play before the viewer's chosen video.
These ads are designed to be concise and use a quick, memorable message to hook viewers in.
Due to their brevity, they are often used in combination with other ad formats to bolster larger campaigns and drive conversion rates.
Outstream ads are mobile-only ads that play on partner websites and within apps outside of YouTube.
These ads begin playing with the sound off; users can tap the ad to turn the sound on and restart the ad.
This format helps extend the reach of video campaigns beyond YouTube and is priced on a viewable cost-per-thousand impressions (vCPM) basis.
Masthead ads are a premium advertisement format that appears at the top of the YouTube homepage.
When you first see them, you might mistake them for a YouTube banner.
But they’re an equally effective ad format nonetheless.
These ads autoplay without sound and include:
Masthead ads are ideal for reaching a massive audience in a short period who start navigating YouTube right from the homepage.
Which is also the reason why you might have seen major brand launches and event videos doing the rounds as masthead ads on your YouTube’s homepage.
Here’s a bird’s eye view of the specifications of YouTube video ads and how you should use them for optimal video performance.
Here’s an overview of the aspect ratios across the most commonly used resolutions for YouTube video ads. SD aspect ratio, though supported on YouTube, is generally not recommended.
For vertical and horizontal YouTube video ads, here’s a detailed overview of the safe zones for both scenarios
Image Credits: Google Ads Help (Source)
Creating effective YouTube video ads is a strategic process.
It involves understanding your audience, crafting a compelling message, and following technical guidelines to ensure your ad performs well and you don’t run the risk of YouTube demonetization.
Here are 10 practical steps to help you create YouTube video ads that get results:
Before you start creating your video ad, it’s important that you have a vision for what you want your ad to achieve.
Next, align that vision with your marketing goals.
It could range from increasing brand awareness to getting people excited about your offering through a quick product demonstration.
Whatever the case, your video ad’s objective must be crystal clear as that will be your guiding light during your production process.
At the end of the day, YouTube video ads are just a tool for targeted visibility.
And like every commercial ad, it must target the right audience, or else your ad is essentially dead in the water.
Start by understanding your audience’s interests, behavior, and demographics.
Make detailed notes on who your customer is and specific details about their persona like age group, gender, parental status, etc.
These insights will play a major role when you set up and personalize a campaign for your YouTube video ads.
More on that later.
Make a short video script to outline what you want to include in your ad.
Mention the key points you want to communicate and make sure they take center stage.
A good rule of thumb is to keep your ads clear and concise.
But if you’re just starting out, here’s a good structure to follow:
To get even more clarity, try making a storyboard to get a bird's eye view of all the scenes you want to include in your video ad and see how things will play out from the first frame to the last.
Depending on your ad’s visual design, your choice of equipment can vary.
If you’ve decided to go for live-action, here’s what you would need:
If you choose to go with animation, then all you need is a microphone to record a voiceover and professional video animation software and you’re all set.
And, of course, you can always seek out the help of video production companies for your YouTube video ads if you’re on a tight budget or deadline.
Film your video ad, keeping in mind YouTube’s ad specification for video quality and format which I covered earlier in this blog.
Ensure good lighting and sound quality.
If you're featuring products, showcase them clearly and attractively.
Use a tripod to stabilize your shots for a more professional look.
If you’re using animation, make sure all the visual assets are shown properly when editing your video, ensuring one asset doesn’t overlap with the other.
Take multiple shots if possible but make sure your video ad comes out exactly the way you want, according to your video script and storyboard.
Now import everything into your video editing software and refine your ad further.
Include engaging visuals, text overlays, and transitions.
Keep the overall editing tight by eliminating unnecessary clips and focusing on maintaining the viewer's interest throughout the ad.
Add royalty-free music and sound effects to make your ad more engaging.
Once the final edits are complete, scrub through your video and make edits if necessary.
Export the video in the highest resolution possible, at least 1080p Full HD according to YouTube’s ad specifications.
Now comes the fun part: Uploading your YouTube video ad for the world to see.
But it isn’t as straightforward as uploading a YouTube video.
But not to fret as I break down everything in the upcoming steps.
Begin by first uploading the final version of your YouTube video ad by going to YouTube, selecting “Your Channel” and clicking on “Select File”.
Image Credits: Hubspot (Source)
While your video ad is being uploaded, log in or set up your Google Ads account.
Once your account is up and running, add it to your YouTube channel
You can do that by going to “Tools & Settings” in your Google Ads dashboard, under “Set Up” and then going to “Linked Accounts”.
It will then prompt you to choose YouTube and then direct you to a layout where it will ask you to “Add Channel”.
Now go back to your Google Ads dashboard and click on the “New Campaign” button as shown here to create a new campaign:
Image Credits: Hubspot (Source)
Now it’s time to set the building blocks of your campaign.
Start by selecting a campaign goal and campaign type in the list of options as shown here:
Image Credits: Hubspot (Source)
Then choose your campaign sub-type and strategy.
Image Credits: Hubspot (Source)
On the same screen, select the type of your YouTube video ad:
Image Credits: Hubspot (Source)
Now enter your Campaign Name so as to make it easy to track.
I talk about bid strategy in detail in the “Cost for YouTube Video Ads” section so stay tuned.
Image Credits: Hubspot (Source)
Enter a budget for your campaign
Image Credits: Hubspot (Source)
With this, the basic elements of your campaign are all set.
The final few steps put in the finishing touches and get your YouTube video ad up and running.
You can add further campaign details to personalize it.
Start by adding Network, Location, and Language preferences
Image Credits: Hubspot (Source)
Next, set up Inventory Types & Exclusion Types and Labels.
This is a measure to ensure your YouTube Video Ads are shown in the right places.
Image Credits: Hubspot (Source)
Set up Demographics and Audience Segments to further personalize your ad for your target audience
Image Credits: Hubspot (Source)
Finally, select target keywords, topics, and placements if you want to use keyword targeting to maximize the reach of your YouTube video ads.
Image Credits: Hubspot (Source)
We’re in the home stretch now.
Once your campaign is good to go, set up a bidding price.
This is the maximum price you will pay for each view.
Image Credits: Hubspot (Source)
Set it in a way that you get more projected views while also keeping your advertising budget in check.
Finally, take the YouTube video ad link from Step 6 and insert it into your campaign.
It will then prompt you to a layout like this:
Image Credits: Hubspot (Source)
Once you select the options specific to your video ad here, click on “Done” in the bottom right-hand corner.
This will redirect you to the following layout:
Image Credits: Hubspot (Source)
Click on “Create Campaign” and enter your bank account details and voila!
Your YouTube video ad has been launched successfully.
Once your video ad is launched, take a look at its metrics and take note of it.
Show it to a small segment of your target audience and gather feedback before you officially launch your ad.
Use this feedback and cross-check with your metrics to outline necessary adjustments and scope for improvements.
Make a checklist of viewer behavior and preference and key engagement metrics in as much detail as possible
Refer to the checklist every time you launch and optimize video ads in the future.
We all know Wix as a professional website builder.
But I come to think of them as a brand that offers convenience to anyone who wants to build a website quickly.
So it’s only natural that this YouTube video ad from them takes the convenience narrative forward.
They talk about their new Wix Studio offering and show how it makes their already exciting offer irresistible.
And most importantly, convenient to the point that it becomes second nature to their users.
The kinetic typography animation complements their message perfectly.
So much so that it managed to mesmerize almost 7.2M viewers on YouTube (me included).
Since we’re on the subject of website builders, here’s an example from Squarespace.
What separates this YouTube video ad from the rest is the use of a customer testimonial.
In fact, the customer’s experience takes center stage throughout the video ad.
Complementing the presentation with fluid motion graphics animation further reels the viewer in.
Most video ads feel like a sales pitch the second you click on them.
But I’m glad to report that in the case for Squarespace, their ad is definitely a breath of fresh air.
Imagining your brain from a third person perspective is a fun exercise.
But how do you do that in mere seconds?
That’s what Headspace shows us in this YouTube video ad.
Like most cartoon advertisements, it turns the mind into a living and breathing entity that you’re quite familiar with.
It demonstrates, quite beautifully, how the mind is ever racing and doesn’t seem to stop.
This instantly clicks with viewers as a restless mind is a common problem everyone faces.
It’s an immersive joyride that uses several contrasting colors and moving elements to spark various emotions in the viewers.
Making seconds feel like minutes as you struggle to keep your eyes off the ad.
What’s the best way to make your YouTube video ads turn heads?
Talk about things your target audience can relate to.
For Headspace, it was the racing mind.
In this example, Heinz tackles the unique challenges of adulting.
The hilarious adulting anthem keeps you humming to its tune.
While the character animation, which is straight out of a Disney movie, makes you see yourself in the ad.
Using visual storytelling to eventually bring the viewers back to their product offering.
But Heinz does more than just pitch their product here.
They make sure to build a personal connection with the viewer too.
This last example is a masterclass in getting people excited about product offerings.
Logitech uses photorealistic 3D animation to show the beauty of their docking station in full swing.
It builds a narrative around the pet peeves of working from home which quickly grabs the attention of their viewers.
Introducing their product as the savior of the WFH folks.
Such a visually immersive presentation is hard to put down in words.
You have to see it to believe it!
To ensure your YouTube video ads perform optimally and truly resonate with your target audience, it's important to follow some tried and tested best practices:
Make the first 5-10 seconds of your ad count.
This is your window to capture the audience's attention before they have the option to skip.
Use a strong hook that has:
These are meant to grab viewer interest instantly.
If you want to reduce skip rates and increase overall engagement, this approach is your best friend that’ll never fail you.
They say a picture speaks a thousand words.
Which is to say, silence is just as important as the voiceover for your YouTube video ads.
The latest numbers from Verbit show that 92% of individuals prefer watching videos without sound, especially on mobile devices
So optimize your YouTube video ad for silent viewing by using custom captions, on-screen text, and clear visuals that tell your story.
This ensures your message is conveyed effectively, regardless of how your viewer consumes your video ad.
Your call to action (CTA) is crucial for driving viewer behavior.
They're so effective that simply embedding a CTA in your video ad can lead to your conversion rates increasing by 380%, according to the latest statistics from Charles Agency.
Place a clear, compelling CTA at the end of your ad, and consider reinforcing your message with graphics or text overlays.
Common CTAs include:
There’s no need to get fancy with your CTA really.
A simple and straightforward CTA will work wonders by telling viewers exactly what you want them to do next.
Without beating around the bush.
YouTube viewers prefer concise content, so keep your message focused and short.
For skippable ads, try to keep the length under 30 seconds. For non-skippable ads, stick to the 15-20 second range.
A focused message helps maintain viewer interest and prevents key information from being lost in a longer narrative.
A shorter ad also gets to the point quickly, without boring the viewers to the extent that they click off.
Use YouTube’s targeting options to ensure your ads reach the right people.
You can target based on demographics, interests, search history, and more.
Fine-tuning your targeting helps to increase the relevance of your ads, improving engagement rates and ensuring your advertising budget is spent efficiently.
Digital advertising thrives on iteration.
One ad that works today might not work tomorrow.
With iteration, you can identify which ad is working and which isn’t.
Helping you refine your ads and save a ton of advertising dollars in the long run.
Run multiple versions of your ad with small variations in messaging, visuals, and targeting to see what works best.
Use YouTube's analytics tools to track performance metrics like view rate, click-through rate, and conversion rate.
Analyze this data to refine your approach and optimize future campaigns.
When it comes to the cost of YouTube video ads, YouTube doesn’t subscribe to the one-pricing-model-fits-all.
They offer flexible pricing models that cater to various advertising goals and budgets.
Let me help you get a better idea:
YouTube primarily uses two pricing models for its ads:
Depending on your YouTube video ad’s objective, you might opt for either CPC or CPV.
For instance, if you aim to generate brand awareness, you’ll likely use the CPV model.
Conversely, for driving website traffic, the CPC model would be more appropriate.
Regardless of the pricing model you choose, monitoring your Return on Ad Spend (ROAS) is key to assessing the effectiveness of your YouTube ad campaigns.
It’s a metric that helps you understand the value generated for every dollar spent on advertising.
If ROAS sounds foreign for now, simply understand that:
To calculate your ROAS, use the following formula:
Image Credits: ironSource (Source)
Generally, an ROAS of 2 or above is considered a good target.
Several factors determine the overall cost of advertising on YouTube:
Here’s a rundown of the four common bidding strategies used in YouTube video advertising:
Highly targeted ads (based on detailed demographics, interests, or behaviors) might cost more but can lead to higher engagement and conversion rates.
Lastly, the type of YouTube video ads also impacts the cost.
More intrusive or longer ads typically cost more but might also yield better results.
If you’re just starting out, a practical approach is to begin with a modest budget, like $10 per day.
Adjust the budget based on the campaign's performance.
This gives you the flexibility to experiment and find the optimal setup for your ads without requiring a significant initial investment.
YouTube video ads are more than just a marketing tool.
They are a necessity in today’s fast-paced digital economy.
They allow businesses to turn viewers into loyal customers.
This blog has given you the knowledge and strategies needed to take full advantage of YouTube video ads, enhancing your marketing efforts and driving your business forward.
Whether you are just starting out or looking to refine your existing approach, remember this.
Cutting through the noise can feel daunting at first.
But with the right approach and persistent effort, your voice will reach the ears of your audience in a heartbeat.
And YouTube video advertising is one of the best ways to get there.
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