The key to success on YouTube is not only producing great videos, but also to make sure that your target audience sees them. Next week we’ll talk about how to do that with social media, but today we discuss how you can also do that through paid views using Google’s Adwords service. Let's take a look at some of the best practices you can use to optimize your content for paid advertising. So, how do you get your target audience to see your videos?:
Using Paid Advertising to Reach Your Target Audience
Using paid video advertising can help you reach your target demographic and expose your content to a much wider audience. The the past few weeks, we have been taking a deep dive into YouTube's Creator Playbook for Brands and this post will focus on Section 5, Promote Your Content With Paid Media. YouTube recommends that you:
#1. Choose the right video ad format
There’s several ad formats to choose from, but YouTube recommends the TrueView ad format, which offers 3 different types of ad placements.
- TrueView In-Stream: gives viewers the option to skip the ad after 5 seconds. That way any views the ad gets are from people who are actually interested in watching it. What’s more is that you don’t actually pay for the view until they’ve watch 30 seconds of your video or the full duration if the ad is shorter than 30 seconds.
- TrueView In-Display: These ads appear as a thumbnail and text on YouTube watch pages in the right-hand pane of suggested and recommended videos. They also appear on the Google Display Network on websites off of YouTube. You pay when someone clicks on the ad and begins watching your video.
- TrueView In-Search: These ads appear in a special promoted section of the video search results pages on YouTube and in Google Video search results. Again, you pay when a view chooses to watch your video.
#2. Optimize your video for paid promotion
- Hook the viewer within the first 5 seconds
- Keep it short. Around 30-60 seconds.
- End with a call-to-action. Tell viewers exactly what you want them to do.
- Give them time to take the action. End the video with about 10 seconds with an annotation they can click.
- Give your video a real title. It’s visible to viewers, so make it something that entices viewers to watch it.
- Use a compelling thumbnail. Especially if you’re going to promote it as an In-Display and In-Search ad.
#3. Optimize your Ad Campaign
For the first 3-5 days, blast your campaign out there to reach as much of an audience as possible. Then switch to a more targeted approach by using remarking to reach viewers who have already visited your channel.
#4. Choose The Right Promotion for Each Content Type
- Evergreen content (Hygiene): In-Search Ads
- Regularly scheduled content (Hub): In-Stream Ads
- Your big events (Hero): Reservation-based Ads
#5. Turn viewers into subscribers
- Promote your channel trailer and end it with a strong call to action to subscribe, using both an annotation to subscribe as well as using your subscription URL as the ad’s destination URL.
- Create a remarking list of users who have viewed one of your videos
- Create another list of users who have subscribed to your channel.
- Combine those lists to target all viewers who have seen one of your videos, but have not yet subscribed.
#6. Measure Your Success
If you’ve linked your Adwords and YouTube accounts together, then you’ll get a lot of analytics about how your video ad campaigns are performing, including:
- the number of videos a user watches after seeing your ad
- the number of users who subscribed after seeing your video ad
- website clicks.
Visit the “traffic sources” report in your YouTube analytics to see how much of your channel’s viewership is coming from your advertising efforts.
Please let us know in the comments below how you are optimizing your videos for advertising on YouTube.
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