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What is a YouTube Video Campaign?

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A YouTube video campaign is a great way to engage with potential customers and get them clicking through to your website by advertising your video in prime spots throughout the platform.

You are able to put your video in front of relevant, potential customers and get them excited about your brand and products, before they even know they need them. You may have seen this when watching videos on YouTube and an advert begins which you have the option of skipping after 5 seconds.

YouTube is referred to as the second largest search engine after Google, and it is easy to see why. The volume of content consumed every hour is huge – 6 billion hours of video are watched each month – and so it is important that your ads are shown to the right people. With a video campaign, you can be as broad or as narrow as you want to be with your targeting by defining your audience based on their gender, age, interests and location. As an example, a ladies fashion website might want to contact females, aged between 16-35, living in the UK, who are interested in fashion.

What are the benefits?

The popularity of YouTube video campaigns has increased enormously and they have incredible reach and potential.

Nowadays people are consuming video content across a range of different devices, and YouTube is generally available on all of them – be it your laptop, tablet, smartphone or even your smart TV. This means that your ads can also be shown on all of these devices, allowing you to extend your marketing reach.

YouTube campaigns are managed through the Google AdWords dashboard and operate on a similar pricing model. You only pay when someone chooses to watch your ad and as a result you only pay for views from people who are actually interested in your business.

Another great feature is YouTube Analytics, which enables you to analyse how people are interacting with your ads and accurately measure your return on investment.

You Tube has huge potential for growing your brand and developing an online following, making it a great tool for marketing in the digital age.

What are the different types of ads?

There are currently three ad formats available, in-stream, in-search and in-display.

1. In-Stream ads are the ones that play before videos you have chosen to watch and give you the option to skip after 5 seconds.

2. In-Display ads are shown in lists to the right of a video when someone is watching similar content

3. In-Search ads show up as results for YouTube video searches.

How much does it cost?

Similar to clicks on keywords in search campaigns, you are able to define a maximum you are willing to pay per view. This can range from a few pence to several pounds depending on the competitiveness of your targeting options. The charging model varies according to your chosen ad format; with In-Search and In-Display ads you are charged as soon as someone decides to click on your video and it begins to play. In-Stream ads are different – you are only charged once someone watches 30 seconds, or the full video if it is shorter than that.

YouTube campaigns can be small and highly targeted or very large and spend thousands of pounds a day with maximum reach depending on your marketing goals.

With a well-managed campaign you can make YouTube work for you, reach a new audience and meet the needs of your business.

Finally, any tips on creating a great ad?

There are quite a few bits of advice we pass on to clients looking to create a new video for advertising purposes, and there are a number of options to explore. I would say that one of the most important aspects of a great video is to deliver your most important messages early on – research suggests that play rates drop off significantly after 45 seconds – you need to get potential customers hooked. It is crucial to be clear on what you offer and not to miss out on providing instruction on what you want viewers to do next – do you want them to call you, purchase on your website, or come in to your store?

 

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Category: Social Media
29 December 2014

By Marcus Hemsley

Marcus Hemsley

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