Hi.
I'm Kristen from HubSpot.
And today I'm going to show you how to get started
with YouTube advertising.
If you enjoy this video, don't forget
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Post any questions or suggestions
you have in the comments below.
Let's get started.
Great content is bound to be found.
But it's also important to be proactive about gaining
the attention of your prospects and those unfamiliar
with your brand.
Running a series of YouTube ads is one way
to make sure more of your target audience
finds the video content you've worked hard to produce.
First off, let's take a look at three types
of ads you can run on YouTube.
The first is TrueView Ads.
TrueView Ads are the standard video type on YouTube.
Advertisers only pay for TrueView Ads
when viewers watch or interact with their ad,
and videos can be easily customized
to share a variety of content.
There are two types of TrueView Ads
with which you can optimize your YouTube channel.
Video Discovery Ads, which were previously
called In-Display Ads, show up on the YouTube home page search
results page, and as related videos on YouTube video watch
pages.
Once a user clicks on the ad, the destination video page
features a spot on the right-hand column
or a companion banner display ad will appear.
The second type of TrueView Ads ads are In-Stream.
TrueView In-Stream Ads play before someone
watches the video they've selected on YouTube.
Viewers sometimes have the option
to skip the ad after watching it for five seconds.
In-Stream Ads let marketers customize video ads
with different CTAs and overlay text.
TrueView video campaigns can include people, dialog
and music that was retrieved with permission
or is royalty-free.
However, it's best not to run a standard promotional
commercial.
Because these videos can be skipped,
you need to give your audience a reason to keep watching.
But product plugs historically don't
get the views you might expect.
Instead, tell a story with the time you have in this video.
People love seeing case studies of those
who faced a struggle that they can empathize with.
It's a source of entertainment that makes your brand memorable
and less tempting to skip.
The second type of YouTube ad we'll look at today
are Preroll Ads.
These In-Stream Ads are non-skippable
and can play before, mid roll, or after the main video.
They can be 15 to 20 seconds in duration.
Preroll Ads give you just as much freedom
as TrueView Ads in their allotted content.
You can include people, dialog, audio and more elements
that you find best represent your brand in 15 to 20 seconds.
Because Preroll Ads can't be skipped,
these videos are best created with a call to action,
so you can optimize the attention
you do have from the viewer.
In other words, encourage viewers to click on your ad
and receive something in return.
Keep in mind that YouTube sells Preroll videos
space on a pay-per-click basis.
Make the click worth it.
The final type of ad will look at today are Bumper Ads.
Bumpers are the third and shortest type of YouTube video
ad available to you.
At just six seconds per bumper, these ad spots
play before viewers' chosen video.
It can be tricky to tell a story that
sticks with your audience in just six seconds,
but it's not impossible.
Bumper ads also make terrific complements
to a larger video campaign on a new product launch or event.
Just be sure to this six seconds wisely,
and include only the components of your brand
that you want your audience to remember.
Launching a video ad campaign is a great step,
but there are some things you should set up
prior to purchasing an ad to make the most of your budget,
and to see the highest return for your budget.
Most importantly, you need to define your metrics and goals.
When analyzing the results, there
are a number of key performance metrics
you can track for each video.
After you link your YouTube channel to your Google Ads
account, you'll be able to access
these metrics in the reporting tab of your Google Ads account.
The first key performance metric is impressions.
Impressions tell you how many times
your ad was shown to a potential customer.
This can be a valuable metric to track
if you're interested in increasing brand awareness
among your target audience.
The second metric is views.
When someone watches at least 30 seconds
of your ad or the entire ad, if it's longer than 30 seconds,
YouTube counts it as a view.
Closely related to views is the view rate metric.
View rate represents your total ad views
divided by impressions.
In other words, it's the total number
of people who watched your ad when it was served to them.
This metric is a solid indicator of
whether or not you're reaching the right audience.
Next is the cost per view metric, also called CPV.
Your CPV is how much you spend every time someone watches
your video.
Keep in mind that with the bidding system in Google Ads,
you can control and adjust your bid at any time.
Another metric to consider is earned actions.
Subscriptions, likes and other actions
that indicate interest in your ad are all considered
earned actions.
This metric can help you determine
how deeply your audience is engaging with your ads,
and on a higher level, your brand.
Next is video viewership.
This differs from the standard views metric
because you can get more specific insights
to how long people are sticking around to watch your video.
For example, if you notice most viewers are only
watching 25% of your video, this is a pretty good indicator
that you need to revise your video at the 25% mark.
Finally, you could also consider tracking call
to action overlays.
These buttons can be placed at different points
in your video to drive traffic to a landing page
or back to your website.
After you place them, you can track how often these called
action buttons are clicked.
Depending on the goals for the brand,
you should determine a few goals based on these metrics
and formalize a plan for optimizing creative and trying
different targeting criteria to improve results.
Your goals should also determine the type of content
you will feature in the ad.
Some metrics are better for branding goals,
and others will drive leads and conversions.
Looking for more help with your YouTube strategy?
Click the link above to learn more.
Thanks for watching.
If you enjoyed this video, be sure to like it and subscribe.
Let me know how you're doing in the comments below.