YouTube’s video advertising platform is one of the most exciting around, offering your business cost-effective advertising options that you can customize in depth and target very specific user groups. Whether your business is entirely online or grounded in a brick-and-mortal location, YouTube video ads can help you increase your reach, boost brand awareness, improve conversion rates, and more. This is one marketing strategy that you should seriously consider adding to your arsenal. Here’s how you can use YouTube video ads effectively to market your business.

Getting Started

Before you can start creating effective YouTube video ads for your business, you have to link your YouTube channel to your AdWords account, and then in AdWords create a new Online Video campaign. Once that is done, you’ll be guided through a simple setup process where you select your target audience, budget, and other essential marketing parameters. YouTube offers you multiple advertising formats and ad creation options with which you can experiment. Below we’ll look at a safe approach to getting your campaign running and staying within your budget, which you can then adjust depending on your results.

Choosing the Right Video Ad Format For Your Business

YouTube video ads can come in four formats; display ads, overlay ads, skippable ads and non-skippable in-stream ads. Display ads are those that appear right of the feature video and overlay ads are semi-transparent and appear on the lower portion of your videos. Skippable ads users can skip after 5 seconds of viewing whereas non-skippable video ads must be watched before your video can be viewed.

Both skippable and non-skippable ads can appear before, during, or after the main video. Of all these ads, non-skippable ads are in theory the most effective, yet they are the most expensive also, that is, they have the highest cost per thousand (CPM) impressions. What’s more, they can suffer from a high video abandonment rate, so they are a bit of a gamble.

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