You’ve put in the hours, done your homework, and planned everything out perfectly. You’ve perfected your script, storyboarded your ad, found the right talent, shot the ad and edited it. The result can be a blockbuster video ad! But with all that time and effort invested, you can’t just embed your ad in a random video and hope it reaches the right audience.
Great content is almost certain to become sticky sooner or later, but it’s important for you to be proactive about getting the attention of prospective clients and educating those unfamiliar with your brand. Running a series of YouTube ads is one way to make sure more of your target audience is going to find that video you’ve worked so hard to produce.
Advertising on YouTube is different from running a pay-per-click ad or a paid social campaign. YouTube has certain specific constraints, but it also has lots of options. You need some basic knowledge before you start your next video project so you can make the most of your ad possibilities.
A TrueView ad can include people, dialogue, and music that’s been retrieved with permission (or is considered royalty-free). You don’t want to run a standard promotional commercial though. Since your ads can be skipped, you’ll want to give your audience a real reason to keep watching. “Product plugs” generally don’t grab the views that you’ll want. Instead, tell some sort of story with your video ad. People love seeing case studies of others who’ve faced a struggle that they can empathize with. This sort of ad is harder to skip and it will make your brand more memorable.
The TrueView ads also provide you with lots of information you can use to determine how they’re performing. You can see data on completed views, partial views, click-through rates on your calls-to-action, whether your video drives channel subscriptions, any views sourced from a user sharing your content, and views on the brand’s other content that can be connected to a user who’s viewed your ad. These actions can help you understand the value of your video ad dollars—and where to focus your budget to increase your results.
Non-skippable pre-roll ads can give you some of the same features as TrueView ads do. You can include people, dialogue, audio, and other elements that represent your brand—providing you can do it in 15 to 20 seconds. Because these ads are non-skippable, your best option is to include a call-to-action so you can optimize the viewer’s attention. In other words, encourage your viewers to click on your ad and receive something useful in return.
To set up your campaign, first go to your Google AdWords dashboard.
And finally, don’t be afraid to experiment with different ads to see what your particular audiences enjoy more, and remember to track your results whenever you test a new ad.
To your success!
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