Two Types of Video Advertisements
Now, let's move into video creation. This is all about creating your video ad that's gonna get in front of your customers and that's hyping those keywords, looking for information about your business or information that's gonna be relevant to your business. So this is really exciting. We can work out exactly what to say, how to say it in the right way, how to create the video so you feel really proud of this video. It doesn't have to be a real salesy video. Remember, we're getting in front of those in-store shoppers. We're getting in front of those people that are looking for information and as a result, when we get in front of them, we don't need to be salesy. In fact, I would say that some of the best videos we've created with clients is when they're just honest and open and not trying to put in a sales pitch but instead, they're looking to provide value. Looking to be a useful resource to the customer, to the point at which the customer goes, this video has been really valuable, rea...
lly useful, this has been awesome. What's next, what else do you have, where do I need to go now to get more information from you? And that's what the whole aim is of this video creation. To position your business in such a way where your customer is in that first impression, that first engagement with you as a company. They actually really enjoy that relationship. I'm all about user experience, making sure the experience of the user is the best it could be and that in itself will provide, not only a great ROI for your business because you're starting off in the right way but also, this is what YouTube and the advertising platform of YouTube are looking for. They don't want those people advertising in a really kind of salesy way because no one likes that and it means that people won't use YouTube quite so often. So YouTube know this and when you have an ad that people watch, and like, and engage with, YouTube is tracking that and if you have a really good ad like that, then they'll help you out. They have this algorithm in such a way where, if the view rate is high, if people are watching or engaging with your ad, you get benefits from that and it means that you can run your ads more effectively. So if you create ads like I'm gonna show you that provide value to your audience, YouTube will love you, your audience will love you, and it'll be so much easier to run campaigns that continue to work, almost like on Evergreen. Cool, so. There are two different types of ads that we're gonna pay attention to for YouTube that come under what we'll call the TrueView platform. So TrueView means, really, you're only gonna pay when you get a true view, whenever someone decides to watch your video and engage with your video. If they don't decide to watch or engage with your video, you don't pay and I'll explain exactly how that works, right now. So the first type of ad that I want to explain to you, we're probably not going to go into too much detail about these ads because there's a better strategy I'm gonna share with you but the first one is like discovery ads. These are the ads that might appear on the right hand side. These are the sponsored ads on the right hand side when you're watching other videos. You can see it here, highlighted in blue. Now, you'll see those discovery ads, those ones on the right hand side. You might also see them at the top of the search results. So if you typed in a keyword, often you'll see that the first ad or the first two places in the search results are reserved for ads. So you normally scroll past them because it's called ad blinders, we just scroll straight past them but a lot of people will kind of see those ads and you, as an advertiser, if you're advertising using these discovery ads, either appearing at the top of the search results or on the right hand side, you will only ever pay should someone click to watch your video ad. So this means if they scroll past, they might see your thumbnail of your logo or view it as an individual, it may be your personal brand, for example, and people will keep on seeing it. It won't cost you anything until they decide to click to play the video, which means you're only gonna have engaged viewers. Which is great. Just that pay per click process with these ads, or it's called pay per view. Now with the discovery ads, that's one form of advertising. The other one, which we're gonna really focus in on is this in-stream ad. This is like the pre-roll ads on YouTube. Well, in fact, it is the pre-roll ads on YouTube and these in-stream ads are where your ads will appear, normally, I'm talking about 95% of the time, at the start of videos. Sometimes videos are very long and they can have these, what's called mid-rolls and post-rolls, as well, where you have ads throughout the video but the vast majority of the cases, these pre-roll ads or what's actually called in-stream ads, these ads will appear just before the video that the viewer's about to watch. So as a viewer, their experience would be such like, they would click on a video but before that video plays, your ad would appear. Now I'm sure you've seen it all before and you've probably seen it before where it's got like, your very, kind of like the skip ad button appears on the right hand side and you have to wait five seconds before you're allowed to skip the ad and most people, because we don't see very relevant or useful ads, most people will scroll to the bottom right hand corner and almost like press it 500 times before you get to skip the ad. So you have to wait five seconds before that's up but also, you'll see that you've got kind of the click, call to action button on the bottom left hand corner. That's where I'd advise you to get your customers to click that link to go to your website but also, I wanna talk about the financials around this type of advertising because it's really, I think a really, really cool way of advertising your business on YouTube. Great thing about this, as I said earlier, you only pay for engagement. Now this means that if someone watches your pre-roll ad, past that five seconds, five seconds is a long time on the internet, so you might kind of get their attention and they're gonna think okay, this ad looks okay. I'm not gonna skip the ad button. Okay. Now when they're watching, you'll only pay, as an advertiser, if someone watches past 30 seconds or if they get to the ad, if your ad is not longer than 30 seconds, or if someone decides to click to go to your website. The only time you pay is when someone actually engages with this ad because once it's automatically interrupting the viewing experience of the person on YouTube, the great this is, you only actually ever pay, as an advertiser, should someone watch it past 30 seconds or click to your website. Which means if someone watches 29 seconds and then thinks, actually you know what, skip, it won't cost you a thing and 29 seconds is a long, long time on the internet. Now that's why a view on YouTube is considered 30 seconds. Compare that to somewhere like Facebook where a view is considered three seconds. It's a very, very different platform. When someone says, oh I've got this many million views on Facebook, I didn't get quite so many on YouTube, remember, you would have had to watch the video for 10 times longer to be considered a view on YouTube. Before 30 seconds, it's just considered an impression. So you're only gonna pay for a TrueView if someone watching either decided to click your ad, like a discovery ad, or watch past 30 seconds of an in-stream ad and so these are the ones that can work incredibly well for you business. They both can work really well but I wanna focus in on in-stream ads because if we can create those in the right way, you'll find that you can create these campaigns that can get a lot of scale, as well, once you've dialed in the profits. So. Just to give you a heads up, as well, there's three things we're gonna be looking for as we create these ads, just to kind of be aware, as well, is you've gotta make sure they're high quality and I talk about production for a short while in a moment. We also gotta make sure that we're being relevant. So once we've chosen those keywords, those things that we're gonna use to get in front of our customers based off not only those brainstormed keywords but all those titles, as well, we've gathered. We're gonna use those to advertise to our audience. Likewise, we need to be helpful. So when we get in front of our customers with these, like, targeting options, you need to make sure this ad is useful, it's valuable, it's helpful, and it's high quality and if you have that, you'll find you'll be in a great place.
Facebook might be king of the hill when it comes to advertising on social media, but with costs and competition rising on that popular platform, marketers are desperately looking for better, more cost-effective places to spend their ad dollars.
Enter YouTube. This video haven is quickly becoming the social site that offers the biggest opportunity to gain a significant return on your investment. Nowhere else provides such a massive amount of high-quality, targeted traffic at a reasonable cost. So if you’re not advertising on YouTube, you’re leaving money on the table.
Tom Breeze is the founder and CEO of Viewability, which specializes in YouTube advertising, and is a highly sought-after speaker, author and consultant. Tom will take you step by step through this quick-start guide to YouTube success. By the end, you’ll have a live YouTube campaign that gets your message in front of an engaged audience, grabs their attention, and primes them to buy your product or service.
In this class, you’ll learn how to:
- Write a script using the ADUCATE formula (aim, difficulty, understand, credibility, action plan, teach, exit).
- Get the attention of your audience and generate interest in your product or service.
- Create a compelling call to action that brings in sales.
- Understand the targeting options and where to begin.
- Identify what keywords and key phrases are being used on YouTube.
- Set up a YouTube and Adwords account.
- Optimize, scale and expand your campaigns.