YouTube advertising A quick guide to getting started - S.Media
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YouTube advertising A quick guide to getting started
Why advertise on YouTube? Getting your brand on YouTube with highly targeted ad campaigns will give you greater online conversions. Why? • 300 hours of video are uploaded every hour. Giving you more content to advertise on than ever before. • YouTube is the second largest search engine in the world. It’s not just for entertainment anymore, this platform is used to educate, find information and search. • Over 80% of people buy from a brand they’ve seen on YouTube. With highly targeted ads you’re advertising to the right people at the right time at the point of wanting to buy when interested in your product.
• Over 1 billion hours of content is watched daily on YouTube. All the people you want to advertise to (and more) are right there on the platform. • Views cost pennies as you only pay if someone watches your advert past 29 seconds. Giving your brand access to really cost-effective advertising. • Thanks to YouTube being owned by Google, targeting, when done alongside our IDAR® platform, is more intelligent and sophisticated than any other digital advertising platform, ensuring better conversions and better ROI.
What you need to get started: A YouTube Channel As with all brands you will need a focus. What is the objective of your channel? Are you looking to promote yourself, a brand or maybe trying to get more people involved in an activity or community? Once you have this idea of what you are looking to pitch to your audience, you then need to go out and make engaging content. Think about why people should be watching your channel. What value do you provide your audience? Providing this value to users helps boost retention while also bringing in a wider audience of viewers who are recommended your content. Once you have covered off this you can get started with setting up your channel.
When setting up your channel it is important to get your styling right from the beginning. Having brand guidelines for how your channel comes across can both translate meaning to your audience as well as pitching the value of your channel. This is incorporated into your channel banner, design, channel title and description. Once you have covered those first few basics you are ready to start drafting up your YouTube advertising strategy in order to make the most of your channel. Trying a range of different approaches and experimenting with video ads can always be helpful in order to understand your audience and learn what works best for your business.
What you need to get started: YouTube advertising A YouTube-first Strategy Have a strategy of what you want your ads to achieve. Whether this is to drive traffic to your site, increase overall brand awareness or even promoting a new app - having a clear image of your campaign goals from the start is imperative. When it comes to allocating budget and choosing which ad format to use, it is essential that you have this strategy nailed down. Budget The cost of media space depends on how dense the viewer traffic is, so making sure you allocate an ad spend that is appropriate is also really important for placing ads.
Therefore, understanding your market and how you can assign budget accordingly is the key to success in YouTube advertising. Content When delivering a YouTube advert you also need to figure out how you want to structure your content. Of course, you need to hook the viewer within the first 6 seconds as many viewers will click off or disengage after that time. Featuring your product at the first instance and using fast paced, engaging camera work can help to excite your audience. Creating a clear image of the value of your product or service provides context and meaning to the viewer and gives them an incentive to choose you!
How much does it cost? Well, this all depends on you. After all, you will be in control of your budget regardless. However, there are a few costs that you will need to consider. Production cost If you already have a video asset to use, then great, this is not a cost that you’ll need to consider. However, production costs for creating an ad depends solely on how much you want to spend. You can create a visually appealing advert for next to nothing, or hundreds, even thousands of pounds. Agency fee Next, agency fee. When working with us, you don’t have to worry about managing your own campaigns. We do this for you while you benefit from the results.
Media spend Lastly, media spend. The more you spend the more eyes you can get on your campaign. But remember, YouTube advertising isn’t about throwing money at the wall, it’s an investment into the future of your business. Being aware of your campaign budget is essential in implementing your ad strategy correctly and ensuring that your advertising costs seem miniscule in comparison to your return on investment. We would recommend that before allocating a budget you consult a YouTube ad expert to understand how to optimise your spend.
What targeting options do I have? When it comes to YouTube advertising there are a multitude of options for targeting. It is more down to the industry you are in and the demographics of your target audience. With our years of experience and exceptional eye for detail we can run highly targeted adverts for your brand on YouTube. Here’s a list of ways you can direct your ads to your specific audience on YouTube. Demographic Groups • Age • Gender • Parental Status • Household Income (only in US) • Detailed Demographics - Such as shared interests, students, homeowners etc.
Interests • Affinity Audiences Increase brand awareness and drive consideration with your video ads by reaching people who already have a strong interest in relevant topics. • Custom Affinity Audiences With custom affinity audiences, you can create audiences that are more tailored to your brand compared to broad, TV affinity audiences. • Life Events This is where you can reach potential customers on YouTube when purchase behaviour shifts and brand preferences change during life milestones such as moving out, graduating etc. • In-Market Audiences This is where you can reach an audience who are, as the title suggests ‘in market’, meaning they are interested in or are wanting to buy similar products or the products that you are selling.
Video Remarketing This does exactly what it says on the tin. Video remarketing enables you to target people who have previously interacted with one or more of your videos. Even better, someone who has taken an action on your website. Customer Match Customer Match lets you use your first-party online and offline data to reach and re-engage with your customers across YouTube and Google video partners. Similar Audiences Similar Audiences is a targeting feature based on first-party data lists that helps you expand the reach of your best-performing audiences by targeting new users with similar characteristics to your remarketing or Customer Match lists.
How can it work alongside other digital channels? A YouTube-first strategy can support your social media channels through r e-sharing and repurposing content. So let’s say you did a 10 minute YouTube video sharing 10 top tips. Those top tips could be split into 10 different social media posts. Better yet, you could link that social media post to the YouTube video. Another way YouTube can work alongside other channels, is via your blog and website. Again, you can repurpose your YouTube videos and create blogs from them. That way people can consume your content audibly and visually.
Facts you should know
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internet traffic. 83% for YouTube advertising on YouTube is 2pQuestions, answered
Q1: Do I need a YouTube channel to advertise?
A: The short answer is yes you will need a channel to advertise on YouTube.
However, you don’t need lots of subscribers and content. Start by opening
a Brand Account on Google. Make sure you have an icon, banner and
description that sits well with your brand.
Q2: Who does my YouTube campaign attract?
A: Your YouTube campaign will attract your target audience based on certain
demographics. If you don’t know who your target audience is then start
analysing your customer profile; think about age, gender, location, income,
interests and hobbies and education.Q3: Do I need to research my competition?
A: Yes, like any media platform, YouTube is a competitive space.
By conducting an audit of competitors, you can see how your channel
measures up and identify opportunities. Start by identifying three to five
of your competitors then record key metrics such as subscriber counts and
viewership stats so you can use them as benchmarks for your channel.
Q4: When do I pay for a YouTube ad?
A: You only pay if someone watches your video for more than 29 seconds or
clicks through to your website meaning that millions of people can see your ad
before making an action.
Q5: What formats of YouTube Ads are available?
A: There are bumper ads, banner ads, non skippable in stream ads, skippable in
stream ads, long non skippable in stream ads and sponsored cards.Q6: Which platforms devices support YouTube Ads?
A: Desktop, Mobile, Tablets, Game Consoles, Smart TV.
Q7: When should I expect my ads to deliver results?
A: Expecting results from day 1 is not the right approach to advertising
on YouTube. As it is an investment, you need to test campaigns, daily
budgets and audiences and give the algorithm a chance to learn how
users react over time in order to give better results in the future.email: results@s.media
It’s all about... measurable results
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