YouTube, the largest video platform in the world, is not only a space for content creation and consumption, but also a powerful digital advertising channel. With more than 2 billion active users per month, this Google-owned platform allows companies of all sizes to access a massive and precisely segmented audience. In this guide, we will explain step by step how to advertise on YouTube, the best practices and how to optimize your advertising investment.
1. Why advertise on YouTube?
Before we get into the details of how to advertise on YouTube, it's important to understand why you should consider this platform as part of your advertising strategy. Here are some of the main reasons:
a. Global and specific scope
YouTube has users in every corner of the world, allowing you to reach a massive, global audience. Additionally, the platform offers advanced targeting tools so you can show your ads to specific users based on their interests, behavior, geographic location, and other factors.
b. Diversity of advertising formats
YouTube offers a wide variety of advertising formats, from short ads that appear before or during videos (known as TrueView) to banners that appear alongside videos. This allows you to choose the format that best suits your strategy and the needs of your campaign.
c. Integration with Google Ads
Since YouTube is owned by Google, its advertising platform is fully integrated with Google Ads, making it easy to create, manage, and optimize campaigns. Plus, you can leverage Google’s database to precisely target your audience.
d. Increased brand awareness and conversions
With YouTube advertising, brands can increase visibility, improve awareness and drive conversions. Visual and dynamic content has a longer-lasting impact on viewers’ memories than static ads, which increases the effectiveness of campaigns.
2. Types of ads on YouTube
There are different types of ads on YouTube, each with its own particularities and objectives. Below, we explain the main ones:
a. TrueView Ads
TrueView ads are the most common on YouTube. They fall into two categories:
- In-stream: These ads play before, during, or after the main content of a video. Viewers can skip these ads after 5 seconds. The advertiser only pays if the viewer watches at least 30 seconds of the ad (or the full ad if it's shorter) or interacts with it.
- Discovery: These ads appear in YouTube search results or in the sidebar as suggested videos. Unlike in-stream ads, the user must click on the ad to view it, and the advertiser pays for each click.
b. Bumper Ads
Bumper ads are short videos of no more than 6 seconds that cannot be skipped. They are ideal for brand awareness campaigns as they force the user to watch the entire ad before continuing with your video.
c. Display Ads
These ads appear outside the video player, typically at the top right of the video player page or on the YouTube homepage. They feature a static or animated banner that can drive clicks to a website or landing page.
d. Outstream Ads
Outstream ads are designed specifically for mobile devices and play in third-party apps. They don't appear directly on YouTube, but are still part of the Google advertising network.
e. Masthead Ads
These are premium ads that appear on the YouTube homepage and offer massive visibility. They are ideal for product launches, large events or mass campaigns, but they are usually more expensive.
3. How to advertise on YouTube step by step
Below, we offer you a practical guide to creating and advertising your YouTube ads through Google Ads.
Step 1: Create a Google Ads account
The first step to advertising on YouTube is to have an active Google Ads account. If you already have a Google account (such as Gmail), you can use it to log in. If you don't have an account, you can create one at ads.google.com .
Step 2: Link your YouTube account
If you have a YouTube channel, it's important to link it to your Google Ads account. This will allow you to take advantage of valuable data about your audience and improve the targeting of your ads.
To link your YouTube account, follow these steps:
- Sign in to your Google Ads account.
- Go to the “Tools and Settings” section.
- Select “Account Linking” and then “YouTube.”
- Follow the instructions to link your YouTube channel.
Step 3: Define your campaign objective
Google Ads lets you choose from different campaign objectives, such as brand awareness, website traffic, or lead generation. Choose the objective that best aligns with your marketing goals.
Step 4: Select the type of ad
Depending on your objective, select the type of ad that works best for your campaign. You can opt for TrueView in-stream ads if you're looking to increase visibility, or bumper ads if you want a short but impactful message.
Step 5: Segment your audience
One of the main benefits of advertising on YouTube is the ability to precisely segment your audience. You can segment users based on criteria such as:
- Demographics (age, gender, location, language)
- Interests (based on browsing and search history)
- Behavior (users who have interacted with your brand)
- Keywords (users searching for terms related to your product or service)
It is important to clearly define your audience to maximize the impact of your campaign.
Step 6: Set your budget
In this step, you'll need to define how much you're willing to spend on your campaign. Google Ads allows you to set a daily or total budget for your campaign, and the system will provide you with estimates on reach and impressions based on your investment.
Step 7: Create the ad
At this point, you'll need to upload the video you want to use as your ad. You can use existing videos from your YouTube channel or create a new one specifically for the campaign. Make sure the video is clear, direct, and has a compelling call to action (CTA).
Step 8: Launch and optimize the campaign
Once you’ve set everything up, launch your campaign and track its performance through Google Ads. The platform allows you to monitor key metrics such as impressions, clicks, views, and conversions. If necessary, adjust your budget, targeting, or creative to improve results.
4. Best practices for advertising on YouTube
Below, we share some recommendations to maximize the performance of your advertising campaigns on YouTube:
a. Attract attention in the first few seconds
Since users can skip TrueView ads after 5 seconds, it's crucial to grab their attention in that short window. Use striking images, engaging music, or pose an intriguing question to keep viewers engaged.
b. Optimize for mobile devices
Over 70% of YouTube viewing time comes from mobile devices. Make sure your ads are optimized for smaller screens, with readable text and visuals that work well on phones and tablets.
c. Include a clear call to action
Every ad should have a clear objective. Whether you're looking to increase sales or drive signups, make sure to include a call-to-action (CTA) that directs users to the action you want them to take.
d. Perform A/B testing
One of the best ways to improve your campaign performance is to run A/B tests. Create different versions of your ad with variations in creative, duration, or targeting, and compare the results to see which one performs best.
e. Constantly measure and adjust
Success in digital advertising is all about continuous optimization. Regularly review your ad performance and adjust your strategy based on the metrics. You can modify targeting, adjust your budget, or even change ad copy to get better results.
5. Costs of advertising on YouTube
The cost of advertising on YouTube varies depending on factors such as competition in your industry, audience targeting, and the type of ad you choose. On average, the cost per view (CPV) for TrueView ads is typically between $0.10 and $0.30. Google Ads lets you control your daily budget and the maximum cost you're willing to pay per view or click, giving you flexibility in managing your campaigns.
Plus, thanks to Google Ads' pay-per-performance system, you only pay when users interact with your ad, ensuring that your investment is well spent.
Advertising on YouTube is an effective strategy to increase brand awareness, generate traffic, and improve conversions. By following these steps and applying best practices, you can take advantage of the platform's potential and get the most out of your advertising campaigns. Start advertising on YouTube and take your business to the next level!