Originally created as a platform for anyone and everyone to post video content of their choice, YouTube’s rise to the top dog in the field has been phenomenal. During its making, the creators had envisioned an unrestricted platform  where users could upload, view and share videos, and today, it is undoubtedly the foremost video distribution site in the world. 

It is free of cost, easy to operate and gain information and earn money. Generation of backlinks is also easier on YouTube, and increases the scope of one’s search. Regularly shared via social media, Video is one of the most popular content formats. Search engines tend to give preference to videos, so quality YouTube videos, with gripping titles, descriptions and tags is beneficial in improving your SERP. 

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YouTube videos are statistically proven to have had power to influence customers’ purchasing behaviour. YouTube videos have been termed as more accessible, relatable and authentic by consumers. 

As per Google, every month, more than 1 billion people watch more than 6 billion hours of YouTube videos. With such a huge audience, it is no wonder that companies are inclined to advertise on the platform.

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The data says it all: YouTube is your best channel to use for video marketing. You can enjoy boosts in SEO, build your traffic and brand awareness, expand your social reach, market to audiences overseas, improve your ROI, and diversify your video marketing strategy with multiple channels

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According to Google, “Every month, more than 1 billion people watch more than 6 billion hours of YouTube video.” With such a large audience spending so much time on one platform, it’s no wonder that YouTube is becoming the preferred place to advertise for many businesses. With an unbelievable reach, flexible pricing, easily accessible metrics, advanced targeting, influence over customer response and high ROI, it is abundantly clear why YouTube advertising has gained popularity, and why your business must take advantage of the many benefits this platform has to offer. 

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While it is not as complicated as Google Ads Management, YouTube advertising can be fairly complicated. Based on the click system, one can get overwhelmed while content creation and distribution. Sociolabs, one of the leading PPC Services in India, recommends proper optimization of this content to yield quality results.

 

While there are a lot of companies providing PPC services in Delhi, the experts at Sociolabs carry out detailed analysis of your marketing strategy and tweak it to suit your needs, and yield best results within your budget. 

If you are already into digital marketing, the importance of YouTube campaigns cannot be emphasised enough.

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Apart from written content, the audience loves to engage with dynamic data, such as videos, infographics etc. 

Video content, apart from being a huge contributor to your SEO program, also requires enormous attention. Go through the following procedure to ensure that your campaign is a success!

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The first step, before you technically get started with the grunt work, is determining the goal for your campaign, to ensure that you are working towards a definitive end in sight and not just spending money on ads. Think about what you want to accomplish with this particular campaign, with goals ranging from brand awareness, influencing buyers, generating leads or sales etc. 

If the campaign is a means to an end, knowing what the end is, is more important than the means itself. 

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Tip 1- The Video

 

In your Google AdWords dashboard, link your YouTube channel to your digital marketing initiative. You can also track the conversions from here. 

Next, formulating the core of your campaign, the video itself. It is essential that your ad grabs eyeballs within the first 5 seconds, otherwise users will have no problem skipping it. Make these seconds count. 

Use emotional values to appeal to the clients. This could be an issue your target audience resonates with, or a pain point you can help ease. Generate nostalgia to make your brand feel and look relatable. Add an element of surprise, shock them. Show them something they wouldn’t have thought of, but when they do think of it, it makes them think of you. Your ads should have a good retaining capacity. 

  

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Tip 2- Campaign Objective

 

On your Google Ads dashboard, select the Campaign tab and further select a goal to determine what would make your campaign successful. Quite like your Facebook ads, this helps determine the type of ads you’ll be running, the placements available, and information you’ll need to fill out. Based on the ultimate goal, you can create multiple campaigns. Ideally, the goal of such campaigns is divided into three categories- 

 

Websites and Leads- this is done to increase website traffic or generate potential leads through video ads. 

Consideration- This is centres around putting your products or services in front of the audience, i.e. taking the brand to the public. 

Awareness- as the name states, this focuses on creating hype around the brand and is particularly useful for newer brands. 

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Tip 3- Campaign Format

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Broadly speaking, there are four types of YouTube Ads for you to choose from based on your ultimate goal, video length and most importantly, budget. 

 

TrueView Ads- these are perhaps the most commonly used ads. In such a case, you only pay when a viewer watches at least 30 seconds or more of the video, as well as when users click on the CTA button. In case you use a skippable ad, the video length can range from 12 second to 6 minutes, whereas the non skippable as has to be 15-20 seconds in length at max. 

 

In-Display Ads - these ads are the ones which show up on the homepage, your search result pages and as related videos that appear in the right-hand side recommendations section of the watch page.

Bumper Instream Ads- this ad allows you to customize video ads with different CTAs and overlay text, and can be both skippable and unskippable. These ads appear in the GDN or the sites that have purchased google video ad space, giving you a wider reach. 

Non-Skippable In-Stream Ads- If you are running this campaign with the main motive of audience reach, this is it for you. With a time limit of 6-15 seconds, these unskippable ads run before, during or after the video, and the users have no choice but to watch it. 

Sociolabs, the leading PPC company in Delhi, recommends trying this once, but incase you receive more complaints than conversions, it would be a good idea (and by good I mean sane)to call it off. 

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Tip 4- Ad Budget and Bid

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Once you are done with your formatting, you need a campaign name, an authorized budget and the duration of your campaign. While not necessarily so, the thumb rule still says, the higher the price you place on your bids, the higher the impressions and vice versa. 

You can start with Maximum CPV or Targeting CPV (not as complicated as it sounds). If more than one marketer places bids for a particular keyword\metric combination (which is very common) the highest bid dictates which ad is displayed for the searcher. So your bidding has to be competitive.

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Tip 5- Customisation 

 

Your ad is a reflection of your company and what you can do for the clients. 

Your network determines where your ads will be placed. Choose the location and language which is suitable for your target audience. Inventory gives you complete control over what type of content will your video run with, before and after. There might be few videos which you might not want to associate with or which put a bad value to the ad (which is the last thing you want). Manage your frequency and impressions cap in accordance with your ultimate goal. 

 

 

 

Tip 6- Monitoring

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Once you publish your ad, it is only half the work done. Monitor your ads performance using Google AdWords, YouTube Creator Studio and  your Google analytics account if you linked it as previously stated.  during step one, take a look at that as well. Keep a record on the results, and if they are what you had aimed for. If not, take a look at your bidding strategy and consider increasing if you are not getting the anticipated traction. Your ad is just the doorway for your clients. Ensure that the leads are being nurtured properly and timely, before they get cold. Experiment with different features, keywords, placements and filters to find out which combination brings in the best leads.  All these little details are to make sure that you’re ad is in the right place at the right time, on the right video content so you can see better results in accordance with your goals. 

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