You've spent months perfecting the script, storyboarding, finding the right talent, shooting, and editing. The end result? A blockbuster brand or product video.
With all that time invested, you can't stop at just embedding the video on a homepage or sharing it on social media and hoping someone watches.
While great content is bound to be found, it's also important to be proactive about gaining the attention of and educating 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 produced.
And with new formats and tracking capabilities, you can also use this information to report on its ROI.
In January 2017, Google announced it would make changes to AdWords to allow advertisers to reach more viewers on YouTube -- especially across mobile devices, where 50% of YouTube views take place.
Among the changes it rolled out, possibly the biggest announcement was that advertisers will soon be able to target viewers based on their Google search history, in addition to their viewing behaviors YouTube was already targeting.
Marketers can now target ads at people who recently searched for a certain product or service to target the video ads they’ll be served on the platform.
If the content of a video ad is closely related to a search the viewer has been researching, they might be more likely to watch the entire ad or click through the ad to the website.
The 3 Types of YouTube Video Ads
There are three key types of video ads in which you can invest on YouTube: TrueView, Preroll, and Bumpers.
TrueView ads are the standard video ad type on YouTube. Advertisers only pay for TrueView ads when viewers watch or interact with their ad (for example, by clicking on a call-to-action), and videos can be easily customized to share a variety of content.
Some in-stream ads are non-skippable and can play before, mid-roll, or after the main video. These are called Preroll ads, and they can be 15 to 20 seconds in duration.
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 a viewer's chosen video.
Create a YouTube channel for business
Learn about your audience
Research your competition
Learn from your favorite channels
Optimize your videos to get views
Upload and schedule your videos
Optimise your channel to attract followers
Try YouTube advertising
Try working with an influencer
Analyze and adapt