There are 2 Billion viewers every day on youtube. You can reach out to each one with youtube ads. By the end of this blog you'll know the type of youtube ad you should run for your brand, how to track it's efficacy and how to maximise ROI on your campaign.

Types of Ads

There are three ways of reaching your youtube target audience, either through google ads or working with influencers or working with large multi-channel groups.

Youtube ads - Directly Using Google Ads

In this case, you'll integrate google ads account with your youtube channel, after which you can run a myriad of ad types. Typically, you get access to a lot of complex google ads features such as conversion tracking, sequence ads, retargeting etc.

Skippable in-stream ads

If you've used youtube, you've come across Skippable in-stream ads. More often than not, when you start playing a video, before the video starts, you're presented with short (or sometimes long) ads. These can be skipped if you're not interested as a viewer.

As an advertiser, you have the option to run bids either based on audience, selecting specific channels or even specific videos before which your ad will run. You can track conversions, run app install ads, run E-Commerce purchase ads and much much more.

Typically, depending on your target audience, your cost may be as low as $0.01 all the way till $1 (would not recommend having such a high budget unless you are clear with your target audience).

I suggest Skippable in-stream ads for newly launched apps, E-Commerce companies but rarely for a B2B campaign.

Important metrics to track - CPV, CTR, CPC

Non-Skippable ads

As a consumer of Youtube videos, non-skippable ads are frustrating, however, if as a brand your ad creative is incredible, it can do wonders to increase visibility, views and of-course conversions. For Non Skippable ads, you've to bid per impression, or CPM - cost per milli. Bids can go as low as $5 CPM (even lower depending on region, and target audience) and upper limits - well difficult to judge. I have run campaigns as high as $100 CPM.

Some cases where you can run Non-skippable ads are before your competitor’s youtube channel and videos ;) it's a sneaky way to do it, may be immoral but it works.

Annoying to users, and expensive for advertisers, but non-skippable ads are the only way if you're working with a brand that DEMANDS that a customer sees every second of an ad.

In-feed Video ads

Personally, in-feed video ads are my favourite! You choose whether you want to show up as a "watch next" video, in search or in-home feed of a given target audience.

In-feed video ads require an action from users to see the video, they need to click on it. Viewers are more likely to subscribe, and for many people, subscriber count is an important metric (I believe it's become redundant, but that's a separate video).

If you have a high-quality video you can gain 1 subscriber for every 50 views. I have gained views for as low as $0.01 in the US and ₹0.17 CPV in India. In terms of costs, In-feed video ads are the cheapest when compared to other forms of ads you can run with Google ads.

Ads without using Google Ads

Typically, with the last 3 types of ads, as a brand, you need to spend on both creating contents to promote and promote said content. When you decide to directly work with YouTubers - single-channel influencers or multi-channel networks, you don't need to do either. What you have to do is find good YouTubers who are willing to work with your brand. They'll create content and already have a large audience.

Youtube ads on multiple channels

If you're a brand that wants a bigger reach or wants to reach viewers who have a youtube premium subscription example, you don't really have a choice. Either work on your channel or sponsor multi-channel networks or influencers. There are companies, and influencers who own more than 1 channel, a simple example is LTT - Linus Tech Tips.

As a brand, you can either get a dedicated video or an integrated video across all channels.

A well-placed product for the right audience can have an incredible 10-15% CTRs. CTR is the ratio of views to links in the description directing a viewer to your target site or landing page.

Youtube ads - through influencers

One of the best, underpriced reach to this day. If your brand targets the same set of audiences as a particular influencer, you HAVE to work with them to integrate their brand and yours.

One of my favourite examples of this is D Brand. They work with MKBHD, and Jerryrigeverything not just on channel sponsorships but on releasing co-branded products.

You can either work out a monthly contract with an influencer or similar to above category have integrated or dedicated videos.

Some mistakes I have seen brands do is trying to control what the influencer gets to say or show. The influencer knows what his or her audience wants, and how they should package a product to maximise sales. My suggestion is to give the influencer an open hand and work out rates where it's a win-win for both of you. Meaning creating custom coupon codes or affiliate links to track and reward the influencer not just for the effort it takes in creating the video, but in converting a view to a sale. Having a fixed cost paid for effort, and variable cost based on conversion.

Conclusion

So, these are ways in which you can promote your company on youtube. If you have any questions, you can write to me at nikhil@onewrk.com.