Creators put a lot of effort into making their videos, but far too often, the product of their hard work goes unseen, as YouTube has a vast amount of content for people to choose from. Experts estimate that 300 hours of video is uploaded onto the site every minute! So if you want your video to attract any attention, you might want to consider doing some advertising to help you stand out. Here are a few suggestions for promoting your videos with YouTube Ads.
1. Get to Know TrueView
YouTube’s parent company Google allows you to advertise on the site with their AdWords for Video program. The advertisements they host are called TrueView ads, and they have a few special characteristics you should understand before diving in. TrueView ads, like AdWords text ads, are PPC (pay per click) meaning you only have to pay when someone actually clicks your link. Get familiar with the AdWords Dashboard, as it’s where you’ll check on how each of your videos is performing and get feedback to help you refine your strategy.
2. Pick the Types of Ads That Best Suit Your Mission
There are four types of TrueView ads. In-search ads show up at the top of the results page when viewers search keywords you’ve selected, while in-display ads show up in the related videos section. In-stream ads auto-play at the beginning or end of short videos, while in-slate ads play during longer videos. In-search ads are great if you know exactly what type of phrases your target audience will be searching for, especially because they appear almost identical to organic search results—a user could easily search for a term you’ve selected and click on your video thinking it was the actual first result, never noticing the small “AD” tag. If your video has an intriguing title and well-chosen thumbnail, an in-display ad will perform well. If your goal is just to make sure people actually see your video, in-stream and in-slate videos are the best option.
3. Choose Your Budget Carefully
You’ll set a daily budget for how much you’re willing to spend on ads. The budget is defined in terms of maximum CPV (cost per view). That represents the most you’re willing to pay for each click. There’s room for experimentation, but it’s best not to start with too low of a budget—you won’t see any results. Depending on the size of your channel, your daily budget could be a few dollars or thousands. Experiment to see what delivers the best return on your investment.
4. Target Your Demographic
Google will let you choose which videos or keywords your ads are attached to. Don’t waste this opportunity by trying to appeal to too many people. Instead, figure out exactly what keywords your ideal viewer will search for, and which demographics you stand to gain the most by appealing to. This is the most important part of your YouTube advertising strategy, and you can adjust it over time to make sure you’re getting the most bang for your buck.
Ads on YouTube can help your channel get the views it deserves. Use the suggestions above to make sure your ad budget is money spent wisely.