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YouTube Ads e-commerce guide: When, how and why

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  • Post last modified:June 19, 2023
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YouTube ads are a type of marketing activity that may assist you in reaching out to potential consumers and convincing them to purchase your products or services. A successful ad strategy might assist you in expanding your consumer base. Increase customer awareness of your company and brand.

Why to add YouTube ads to your video marketing strategy?

YouTube ads are a marketing approach that includes making films and submitting them to YouTube to promote a company or product and obtain greater visibility. It helps businesses increase traffic, grow their customer base, and reach new consumers. YouTube marketing is a potent blend of strategies for promoting products/services or brands that positively influence ROI and sales. YouTube marketing involves:

  • making and publishing promotional films to the company’s YouTube account,
  • collaborating with influencers, and
  • utilizing YouTube adverts, among other things.

What to know before you begin YouTube ads?

YouTube is a unique platform in that it is neither totally searchable nor fully social. It is a Google product, yet it stands on its own. As a result, it is difficult to master. Here are seven key YouTube ads lesson that every media buyer should understand. If you don’t want to click through, the gist is as follows.

  1. Facebook and Instagram combined superb targeting with a captive audience to shorten the conversion cycle, leaving many marketers disappointed with alternative platforms.
  2. YouTube allows you to target individuals based on something they searched for, even if they aren’t searching for it now. Because of the intent lag and the diversity of intent, the “next step” following YouTube must be exceptionally attractive.
  3. A brand with a strong organic YouTube program will outperform one using the channel for advertising. They have high-quality content ready for viewers who find their channel through advertisements.
  4. You can opt out of essential categories at the campaign’s level for brand safety. You may effectively block people from seeing your adverts when combined with the audience and interest targeting.
  5. Because Google relies largely on automation, you must keep track of your campaigns. Even if your targeting is perfect, you must still provide data to Google to enhance its decision-making.
  6. Video action campaign reporting is more detailed and thorough than many other Google initiatives, like Performance Max. You may use this to optimize efficiently and wisely.
  7. Whether you need a new platform to extend your audience or want to scale an existing campaign, YouTube fits perfectly into a larger marketing or media purchasing mix. However, you can only succeed if you understand and accept its limitations.

Why YouTube and DTC e-commerce pair well?

When a brand or company sells its items to its end consumers, it is known as direct-to-consumer (DTC). The direct-to-consumer retail concept entails selling items without the assistance of third-party merchants or distributors. When consumers visit YouTube, they are often looking for pleasure or education. YouTube ads offer a unique chance for DTC e-commerce firms to display their items to new consumers.

Top YouTube ads type for e-commerce

The following are the top YouTube ads type for e-commerce:

  • Bumper YouTube Ads

Bumper YouTube ads are short video ad styles that allow you to reach more people and raise brand recognition by employing a brief, memorable message. With videos that are 6 seconds or fewer in length, bumper adverts allow you to reach consumers with bite-sized messages while having little influence on their viewing experience. Running them benefits your brand in a variety of ways. You can raise brand exposure and ad memory, reduce costs, and increase total reach.

  • Non-skippable in-stream YouTube Ads

Non-skippable ads are brief video advertisements that appear before, during, or after another video. Viewers cannot skip your advertisement. Non-skippable advertisements with videos between 6 and 15 seconds allow you to reach visitors with your whole message. Non-skippable advertising often produces greater outcomes when it comes to increasing brand awareness and brand reach. Because these advertisements cannot be avoided and shown before, during, or after the video, they are more likely to draw attention.

  • Skippable in-stream YouTube Ads

Ads that may be skipped come before, during, or after YouTube videos. They are named “skippable” because viewers may skip the advertisement after a few seconds. With skippable video adverts, you may pay ‘per watch’ rather than ‘per impression’. These commercials give more options for viewing advertisements and the ability to skip to content if she feels the advertising contains important information. The spectator can skip the ad and continue viewing the video after 5 seconds.

  • In-feed YouTube Video Ads

In-feed video ads feature your brand, product, or service alongside YouTube contents your target audience will likely watch. YouTube search results, YouTube watch next, and the YouTube app Home feed all display in-feed video advertising. Your visitors will have a better user experience if you employ in-feed adverts. They fit with the user flow and complement the design and feel of your site.

Making money from new ad spaces: In-feed ads allow you to monetize your sites further by inserting adverts in new areas, such as inside your feeds.

  • Outstream YouTube Ads

Outstream YouTube Ads are mobile-only video advertisements that appear in partner applications or websites other than YouTube. Outstream video ads can also target consumers when engaging with content on a website or social media feed. These video advertisements, which run on Google video partner websites and apps, were created to boost your video reach cheaply. These commercials are initially muted, and viewers must click to unmute them.

Views are only counted if more than 50% of the screen space is visible for two seconds or more. Outstream adverts appear in several locations, including:

  • Interstitials
  • Banner
  • In-feed both portrait and full screen options
  • Google Video Action Campaigns

If marketers want to leverage video to drive action to your product or shop brand, they should use Google video action campaigns. To use them, though, campaign conversion monitoring is required. This advertising, previously called TrueView action and TrueView for Shopping, integrates inventory from YouTube’s Home feed, watch pages, and Google video partners to allow advertisers to reach new customers. They are simple to grow because they do not require budget or bid sets per inventory source.

  • Masthead YouTube Ads

You may display your brand, product, or service in a native video-based ad format that shows in the YouTube Home feed across all platforms using YouTube Masthead. It is a 24-hour digital billboard displayed on YouTube’s homepage, reaching around 60 million individuals (YouTube has 1.8 billion monthly users). Multiple videos, CTAs, and social media sharing buttons can be included in the homepage ad.

We don’t need to tell you how important video marketing is if you want to compete in your field

The key is to have a solid video marketing strategy that integrates with your whole marketing strategy. Here’s the thing: putting all of your video marketing eggs in one basket isn’t enough. With the debut of YouTube Premium, which provides viewers with YouTube videos without commercials, there are certain challenges, particularly with in-stream ads. Incorporating YouTube ads into your overall marketing plan guarantees that every stage of the purchasing experience is covered across your PPC and social media platforms.

You could also test different YouTube Ads to determine the best campaigns in terms of ROAS. Invest in marketing automation to allow for real-time optimization.

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