Lesson 10 of 12By Simplilearn
Last updated on Sep 8, 20208942If you have a video about a product or service you want to advertise for the whole world to see, YouTube is the place to go. Let’s start with traffic—YouTube has nearly two billion monthly visitors who watch 250 million hours of video on TV screens each day. It also has local versions in more than 91 countries. Marketers also have many choices on how to leverage YouTube to meet their goals in cost-effective ways and directly through Google Ads.
This article covers the following topics:
YouTube is a video platform, but if it were a search engine, it would come in second only to its parent company Google for the amount of traffic it gets. Almost 70 percent of its monthly visitors watch YouTube on a mobile device. Given that mobile ads attract users’ attention 83 percent of the time, marketers can’t afford to ignore YouTube.
More generally, video ads have proven to be more productive and engaging, even on other platforms like Twitter, Instagram, and Facebook. Running a YouTube ads campaign is also generally more cost-effective than different types of ads. Other advantages include being able to add an extra layer of visibility, find relevant audiences through targeting, personalize the experience, and measure the effectiveness of the campaign through advanced analytics in YouTube and Google Ads.
YouTube gives marketers several options to target different levels in the marketing funnel.
At the top of the marketing funnel, you can start with Youtube ads centered around brand awareness. These are meant to get a lot of impressions to attract new customers and stay with them. This is the top of the marketing funnel, where you're introducing people to your brand and getting them to visit your website. These ads can include:
These types of Youtube ads are designed to influence customers at a time when they might be the most receptive. It’s all about moving the audience a bit further down the marketing funnel. These ads can include:
These types of ads are about getting a potential customer to take action on the ad they’re viewing. This is the bottom of the marketing funnel, where video ads have a stronger CTA to get viewers to take a specific action. These ads can include:
With all of these ads options, it’s no surprise that there are just as many useful metrics to track. Here are a few:
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To create YouTube ads, you’ll use the Google Ads platform. But first, consider your campaign's goal. Do you want more impressions? Are you looking for more website traffic?
Once you know your goal and create your ad, you’ll be prompted to give the campaign a name, add stop and end dates. You can also choose a target audience and bidding strategy. For your audience, you can use advanced targeting based on age, gender, parental status, household income, and other specific demographics.
To further optimize your YouTube ads:
Developing a compelling and engaging video that targets the right audience can mean gaining loyal customers and new business. Analyzing metrics and performance means trying different Youtube ads to see what's most effective. That’s the power of video to drive engagement.
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