The consumption and use of video content have grown exponentially over the last few years. It is predicted that by the end of 2021, an average person will spend over 100 minutes watching videos daily. In 2020, over 96% of the consumers started consuming more video content. Over 78% of people watch online videos every week. More than 72% of the customers said they wanted to learn about a product or service by watching videos.
Given the growing consumption of video content, brands and businesses are moving towards video advertisements. Video ads are far more engaging and have a better conversion rate than other text graphic advertisements. You will be amazed to know that over 5 billion people watch YouTube videos daily, and more than 300 hours of videos are uploaded on this platform every minute. YouTube is among the leading video-based platforms in contemporary times. It is the second-largest search engine in the world.
Advertising on YouTube
Given the growing popularity of YouTube as a video-based platform, brands have started to advertise on it. The level of organic traffic on YouTube is immense, and brands are leveraging it to boost conversion and increase sales. However, with the increase in YouTube ads, it has become competitive to advertise on this platform. You need to plan your YouTube advertisement to boost your marketing ROI and increase profits for your business. Let’s delve deeper into some easy tips for profitable YouTube advertising.
- Select the suitable YouTube ad format
YouTube offers different types of ad formats for marketers and businesses to advertise their products and services. Choosing the right YouTube ad formats is crucial to making a profitable advertising campaign. Some of the most common ad formats include bumper ads, sponsored ads, display ads, skippable ads, non-skippable ads, etc. To find out which one is the best fit for your marketing needs, you need to evaluate the pros and cons of each ad format and then assess if it matches your needs.
Display ads are compatible with desktop and appear on the right side of the feature video, above the suggestions list. The specs for display ads are 300*250 pixels or 300*60 pixels. Overlay ads are semi-transparent and appear on the lower 20% of your video. It could be either image ads or text ads. The overlay ads are also fit for desktops. Skippable video ads allow users to skip the ad (if needed) after the first 5 seconds. They are compatible with mobile devices, TV, gaming consoles, etc.
Choosing the right fit depends on the objective of your marketing. If you are looking to boost brand awareness using an engaging video ad, you can opt for TrueView in-stream or discovery ads. On the other hand, sponsored ads are highly targeted and are used to obtain more quality leads that have a higher probability of converting into paying customers.
- Use in-stream and discovery ads in different campaigns
Every advertising platform works differently and offers different types of campaigns that you can choose from. Like the Google AdWords campaigns are classified into search and display networks, YouTube also has segregation that requires meticulous planning. In-stream and discovery ads are pretty different, and you must not club them into the same campaign. The in-stream ads can play before, during, or after the video.
Discovery ads, on the other hand, are displayed next to related YouTube videos. It is a part of the YouTube search results and is displayed alongside other results on the display network on YouTube. You must consider these differences before strategizing and assign your budget accordingly. Your strategy should be easier to manage on a campaign level. Since these campaigns also perform quite differently, you will have the required freedom to evaluate the performance of each campaign and make necessary adjustments.
- Leverage the YouTube targeting options
Leading advertising platforms like Facebook, Google, etc., offer brands and marketers the option to target individuals based on their overall profile. You can easily target the right audience based on their profile and browsing pattern on YouTube as well. You need to conduct thorough audience research before you start targeting your prospects. There are millions of YouTube video watchers worldwide, and it can be hard to filter out a quality audience who will be interested in your offerings.
YouTube provides brands and marketers with detailed targeting options to filter out their potential customers using the interest filter. You can start your targeting with demographics targeting and then move on to the affinity audience. The next step is to set a custom affinity audience and an in-market audience. These are advanced filter options that are used for detailed targeting while running your YouTube advertisements.
- Setup video remarketing
Remarketing is considered the best method to convert a targeted user that has already shown interest in your offerings. It is also considered one of the most effective targeting options in general as you are already aware of the nature of your audience. Remarketing can be explained as a marketing method that allows you to follow up with your website visitors. Converting your website visitors in the first go is never easy, and most potential customers won’t buy from your website on the very first attempt. Remarketing helps ensure that you don’t lose out on potential customers just because your offer slipped out of their minds. Remarketing campaigns are easy to set up and require very little constant manual intervention.
- Personalize your content
Videos are intrinsically considered more engaging than other marketing methods. It is essential to understand that customers are constantly bombarded with tons of video advertisements from various brands. The need to create personalised video content based on your target audience’s profile is the key to converting customers. You can easily use video creation tools like Lightroom and InVideo to create quality content that can communicate your message effectively to the targeted users. Your video ads should be able to grab attention in the first few seconds and should not be very long as the attention of the online users is relatively lower. Adding interactive elements in your videos will also help to boost website visitor count and increase conversions.
In a Nutshell
Video marketing is growing at a phenomenal pace, and brands that are not leveraging this trend are sure to lose out on many customers. One can quickly maximise their marketing ROI from YouTube ads using the tips mentioned above and increase the top line for their business with quality online traffic.