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YouTube Ads

YouTube ads

YouTube is the world's second largest search engine behind Google.

YouTube can be used as a placement on the Google Display Network (GDN), or you can set up a video campaign and show video ads on the platform.

The audience targeting is similar to the GDN, but it also includes the ability to target Life Events. Life events include moments such as moving, graduating from college, or getting married.

The prospecting and remarketing audience targeting, combined with the different ad formats available, makes YouTube a great place to reach potential customers:

  • Have a big impact. Video ads can help you connect with potential customers in a unique and memorable way.
  • Reach just the right audience. YouTube has more granular targeting capabilities than traditional TV advertising.
  • Spend less. YouTube is typically less expensive than traditional TV advertising. It boasts very low cost per views, and can be run at a lower total budget than traditional TV buys.

YouTube ads variables

You can launch and test YouTube several aspects of video ads based on business goals:

  • Ad type/format (e.g., TrueView in-stream ads, search ads, bumper ads);
  • Ad length;
  • Target audience (i.e. choose people based on location, age and other demographics, interests, etc.);
  • Budget allocation;
  • Landing pages (i.e. where people go after seeing your ad—your website, your YouTube channel, etc.).

YouTube ads for "Action," "Consideration," or "Awareness"

Action

Take meaningful actions you can measure.

  • Format. TrueView for action.
  • Bidding approach. Cost per acquisition (CPA) and maximize conversions.
  • Inventory. YouTube and Google Video Partners.

Consideration

Invite customers to engage with your messages during high-intent, opinion-sharing moments.

  • Format. TrueView in-stream.
  • Bidding approach. Cost per view (CPV) or maximize lift.
  • Inventory. YouTube and Google Video Partners.
  • Format. TrueView discovery.
  • Bidding approach. Maximize lift.
  • Inventory. YouTube.

Awareness

Reach consumers to introduce a product or message and keep your brand top of mind.

  • Format. Bumper ads, TrueView for reach, non-skippable in-stream ads.
  • Bidding approach. Cost per mille (CPM) and maximize conversions.
  • Inventory. YouTube and Google Video Partners.
  • Format. Outstream video ads.
  • Bidding approach. Cost-per-thousand-impressions (CPM).
  • Inventory. YouTube and Google Video Partners.
  • Format. Bumper ads, TrueView for reach, non-skippable in-stream ads.
  • Bidding approach. Viewable cost-per-thousand-impressions (vCPM).
  • Inventory. YouTube.