More Than Just Brand Awareness
We have been seeing a shift of digital advertising that was normally known for brand awareness – now going towards direct response campaigns. Recently in the news, Instagram has announced the new shoppable element on their platform. Therefore, I’ll be looking at another change that has happened, but with YouTube for Action. Potentially, YouTube ads could be a huge benefit to your brand and your overall online reputation.
YouTube continues to grow…
YouTube has come a long way! Who would have believed, when Google purchased YouTube close to 10 years ago now, how video advertising would have evolved in that amount of time.
Unless you are paying Google a subscription fee every month, you will be likely to see ads appearing (before you watch the latest cat video that everyone is talking about!) The numbers for YouTube are quite staggering:
- The second biggest search engine after Google with 1 billion active users
- 50 million of these users regularly upload video content on to the platform
- Over 1 billion hours watched daily
- 18 – 34 olds are watching more on YouTube than on TV in the US
Why Do Companies Advertise on YouTube?
To the everyday user, the ads we see on YouTube could be viewed as invasive. However, for brands, this a huge opportunity where they can reach target audiences at scale and in a format, which is hard for them to ignore.
YouTube advertising can be targeted using the following criteria:
- Placement – Channels
- Audiences – from hobbies to life events.
This is the beauty of YouTube, because you can be sure that you are placing your brand in front of the right audience, rather than choosing ad spots where you just make assumptions about your audience – whilst also being unable to rule out ‘wasted viewers’ like younger children or other unsuitable audiences for your service in particular.
Types of YouTube Ads:
There are a few types of ways to advertise on YouTube.
- Non-skippable ads also known as pre-roll ads.
These types of ads are what say what on the tin really, they are ads that are not skippable which can appear at the beginning or middle of a video. The middle ads tend to appear on video content that is 10 minutes or longer.
- Discovery Ads (Used to be known as In- Display Ads)
Discovery Ads show up on the homepage of YouTube or after the search results page. Also, they can appear as a related video on the sidebar. These tend to be videos either related to the video the user is watching, or expected to watch.
- TrueView Ads
The most common method of advertising on YouTube is through using TrueView Ads.
TrueView ads are the skippable ads which appear at the beginning or during YouTube videos. Due to their skippable function, they are a great way of building audience engagement and determining who is really interested in your brand. Plus, they are also low risk, because you will only be charged when a user watches either 30 seconds or the whole ad
(whichever comes first) – without skipping.
What is the new feature?
- TrueView For Actions
TrueView for Action videos will have banners with a call to action (CTA) during the video, as well as a “get quote” CTA (as seen below) once the ad has finished.
TrueView for Action has been designed for advertisers who want to drive a particular action from the user after seeing their ad. So, this could be visiting the site, filling in an enquiry form or even purchasing your product/service.
Video ads will be served in a similar way to traditional TrueView, however with a call to action to encourage viewers to complete the desired action. This is, therefore, giving the advertiser greater ability to drive the viewer to a specific intended goal – therefore increasing conversions.
Why is this beneficial?
Traditionally, YouTube has been used as a platform to increase brand awareness. In fact, brands such as Kellogg’s have been quoted to be spending close to 70% of their advertising budget on the channel.
While there is no doubt that brand awareness is important – it can often be hard to measure if a campaign on YouTube has had a direct impact on increasing sales of products or services. Adding actionable CTA’s is a welcome addition, allowing brands to be clearer on the action they would like viewers to take after viewing the ad on the channel. It is then possible to measure performance against these metrics.
Who will it benefit?
You can improve your brands’ campaign with a direct response focus. Perhaps in the past, you would not have considered YouTube as part of the channel mix – but you are likely to benefit from YouTube now.
New features will also be beneficial for companies that have been most reliant on PPC search campaigns, as they can test if they can get visitors or conversion for cheaper via YouTube ads compared to search campaigns – which have seen CPCs in most markets increase year on year due to the high level of competition.
Google has also introduced Smart Bidding to these campaigns, so brands can aim to achieve a particular goal such as CPA or Maximise Clicks, which is similar to search/display campaigns.
Why is Video Advertising so beneficial?
Video advertising is particularly useful because it gives you an opportunity to present your products or service in a visual and creative way. This means it can help you to present things which may be hard to describe – you are not limited to just characters.
It is also a simple yet effective way of showing your product or service being used in an everyday situation which your target audience can relate too. For example, if you are selling running trainers these can be showcased being used in the gym.
Moving towards Direct Response?
The new feature of TrueView For Action is an efficient way of video advertising on YouTube for direct response campaigns. This is because, these will have to follow the criteria required for successful DR campaigns and therefore you will improve your ad, for example:
- Makes a specific offer
- Clearly outlines the benefits
- Has a clear call-to-action
If you want to create YouTube ads, it’s simple. You should make sure you have your ads uploaded to YouTube, and you’re using the same platform as you are using for other PPC Ads & Google Ads to create the relevant campaigns.
The key is to ensure your YouTube channel and your Google Ads account are linked, so you can gather the relevant data you need to keep track of how your ads are performing.
If you believe your business would benefit from YouTube Ads or if you have any more questions, please don’t hesitate to get in touch!