With Google Ads and YouTube, creating and managing video campaigns has never been easier.
But, there are still tricks of the trade successful advertisers use to get more views, clicks, and conversions from their video ads.
In this guide, we’ll take you behind the curtain, as we share the tips the best advertisers rely on to create successful video advertising campaigns on YouTube, from creative best practices to audience targeting.
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1. Know Google’s video ad formats
Understanding the different video ad formats available on Google Ads is an essential first step to designing an effective video campaign. Each format offers different advantages that can make them a better fit for particular marketing goals.
Skippable in-stream ads
These ads play before, during, or after other videos on YouTube and can be skipped after five seconds. They’re great for driving website traffic, generating leads, or increasing brand awareness. Best of all, you only pay when viewers watch 30 seconds or more or engage with the ad.
Non-skippable in-stream ads
Non-skippable ads must be watched in full before the viewer can proceed to the video. These ads are typically 15-20 seconds long, which makes them perfect for brand awareness campaigns when you want to convey a strong, concise message.
Bumper ads
Bumper ads are short, 6-second videos that play before, during, or after other videos. These non-skippable ads deliver quick, memorable messages, making them an ideal choice when your goal is to increase brand reach and familiarity.
Video discovery ads
Video discovery ads appear in the YouTube search results, next to related videos, and on the YouTube homepage. These ads are designed to draw viewers in when they’re in a discovery state of mind. When you want to promote your longer-form video content, discovery ads are the way to do it.
2. Rely on creative best practices when creating your video ads
There’s no two ways around it: to capture views and clicks, your video content has to be undeniably compelling. When developing your ad creative, follow these best practices to ensure your video ads arrest attention and drive results.
Hook viewers early
The first few seconds of your video can make or break your success. Use an attention-grabbing opening to hook viewers and make them want to watch more. This could be a surprising fact, a provocative question, or a visually stunning scene.
Keep your videos short and engaging
While longer videos can be effective, shorter videos often perform better in holding viewer attention, especially in an advertising context. You want to share your message as quickly as possible—within the first 5 seconds or less.
Include a clear call-to-action
A strong call-to-action (CTA) tells viewers what action to take next, whether it’s visiting your website, subscribing to your channel, or making a purchase. Your CTA should be clear throughout your video, from the first moment to the last frame.
Optimize for mobile
With the vast majority of YouTube traffic coming from mobile devices, it’s important to design your videos with mobile viewers in mind. Use larger text, clear visuals, and avoid intricate details that may be lost on smaller screens.
3. Hone in on your audience, and target them effectively
Effective audience targeting ensures your video ads reach the right people, maximizing the impact of your campaign. Google Ads offers various targeting options to help you connect with your target audience.
Demographic targeting
Demographic targeting enables you to reach viewers based on age, gender, parental status, and household income. This way, you can tailor your message to the specific characteristics of your target audience.
Interest and affinity targeting
Interest targeting reaches users based on their interests, hobbies, and lifestyle. Affinity audiences are groups of people with a strong interest in specific topics, such as technology or fitness. These targeting options help your video ads reach users who are more likely to be interested in your product or service.
Custom intent audiences
Custom intent audiences let you target users based on their recent search behavior. By identifying keywords and phrases that are relevant to your business, your videos can reach users who are actively looking for products or services like yours.
Remarketing
Remarketing ads targets users who have previously interacted with your website or YouTube channel. This advertising strategy re-engages potential customers who have already shown interest in your brand (so they’re more likely to convert).
Dive into video advertising with Google Ads
Now you know the tips and tricks of creating successful video ads, and you’re officially ready to start your first YouTube campaign. Follow this step-by-step guide to putting ads on YouTube. For more help with your campaigns, contact Your Marketing People.
