The Definitive Guide to YouTube Ads:
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How Does YouTube Advertising Work?
YouTube is owned by Google.
All of the “behind the scenes” settings for your YouTube ads will be handled through your Google Ads (formerly called Google AdWords) account.
Just like any other Google Ads campaign, your dashboard for your YouTube video ads will show you detailed data such as views, clicks, and the amount of time people have spent watching your videos and much more.
You can easily see if your ads are being seen, if their being skipped, and if your ads are converting or not.
The Main Types of YouTube Ads
There are two major types of YouTube video ads: in-stream ads and discovery ads. Both of these types of ads fall under the YouTube TrueView label.
YouTube TrueView ads are popular because they are low risk.
You only end up paying for ads when people are spend at least 10 seconds to watch your ad.
Uninterested folk will skip the ads before that and therefore you won’t pay for those.
Marketers and businesses also like TrueView ads because they are flexible and allow you to target people on many different areas of the internet.
You can make your ads any format including traditional commercials, video testimonials, product demos, or anything you can imagine.
When you run a YouTube TrueView ad, your ad will not only run on YouTube, but it may also appear on other sites as part of the Display Network if you so choose.
In-stream ads are the kind of ads most people think of when they hear about YouTube video advertising.
These are the ads that play before other videos.
You can skip these ads after five seconds.
However, TrueView in-stream ads also play in apps, games, and as part of the Google Display Network.
In-stream ads can be as long as three minutes, but most businesses find the most success with shorter ads.
As an advertiser, you only pay for an ad if someone watches at least 30 seconds of the ad.
You can set up a clickable call-to-action that will pop-up during the first 15 seconds of the video ad that will take the viewer to a specific URL.
You can also create unskippable in-stream ads that play during the middle of longer videos.
These ads can only be 15 seconds long and are better suited to big brands with big pockets.
TrueView discovery ads are not as well-known as in-stream ads, but they provide businesses with additional tools to reach their ideal customers.
When you search for a YouTube video on the platform, you will notice that the top one or two results the word “Ad’ in gold below the title of the video.
These are discovery ads.
They are like the sponsored search results you see on the Google search results page.
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