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YouTube Ads: how to effectively advertise on YouTube?

Ian Leman

YouTube Ads: how to effectively advertise your business on YouTube?

What does YouTube Ads do for business marketing?

YouTube makes it easier to find customers by allowing you to capture their attention in more places and at different times - when they are searching, browsing or watching something. YouTube Ads uses Google data, which delivers the message to the right people at the right moment, and thanks to which it is possible to view and analyze the desired results. YouTube ads make a business visible and easy for viewers to choose. Through YouTube advertising, it is possible to collect more purchases, subscribers, website visits and much more.

  • YouTube users report that they are 2x more likely to buy something if they saw it on YouTube.
  • Over 70% of YouTube users say they are aware of new brands thanks to YouTube.
  • YouTube users are 4x more likely to use YouTube than other platforms to get information about a brand, product or service.

What are the different types of YouTube Ads?

In-Feed Video Ads

An in-stream video ad appears on the YouTube home page, the search results page, and the YouTube video watch page. An in-stream ad appears on the YouTube feed after a YouTube search is performed.


Skippable In-Stream Ads

A skippable ad is the most common type of video ad on YouTube. The advertiser pays for the ad only if the user watches the ad for at least 30 seconds, until the end of the video, or if the viewer takes some action (clicks on the CTA). YouTube requires skippable ads to be between 12 seconds and 6 minutes long.

These types of ads are seen on YouTube before watching the selected video. Viewers sometimes have the option to skip the ad after watching it for five seconds, hence the name “skippable ad”. These ads can also be served anywhere on the Google Display Networks (GDN) or on sites that have purchased Google video ad space.


Non-Skippable In-Stream Ads

Non-skippable ads can be played before, during or after the main video. They can last 15 to 20 seconds. Ads that run while a video is playing appear in the middle of a YouTube video of 10 minutes or longer. Screenshot 2023-02-22 at 11.46.48.png

Bumper Ads

A bumper ad or also called flash ad is the shortest type of video ad on YouTube. The bumper ad lasts only six seconds and is played before the video of the viewer's choice. A bumper ad is a non-skippable ad.

Obviously, a 6-second ad can't tell a good enough story, but it's a great addition to larger video campaigns for a new product launch or event. Be sure to use the six seconds wisely by including the components of your brand that you want your audience to remember. Bumper.png

Overlay Ads

An overlay ad is a type of banner ad placed at the bottom of a video. This type of ad is ideal for complementing other in-stream video campaigns. Banner advertising helps avoid intrusive advertising of your product while still reaching your target audience.


How to build a YouTube Ad and make it attractive to viewers?

Capturing attention

In the case of a YouTube ad, you have 5 seconds to keep viewers' thumbs from pressing the "skip" button. Address a customer's problem or request immediately and focus on constant movement and fast cuts in the video.

Pre-qualificating customers

Get your ideal customer to follow the ad and all other viewers to "skip". This helps the algorithm target your customers more effectively. Don't try to please everyone, but rather focus on a specific group.

Adding an early CTA right at the beginning

The CTA at the beginning is not your main CTA, but it is a necessary mention. This prepares viewers to click early and increases CTR.

Bringing awareness of problems

Now that you've pre-qualified your viewers, it's time to get them to buy. This means that credibility must be created in them. Point out, educate and make viewers aware of the problems of other brands and competitors. Answer questions and objections before they arise. Clearly show how your product solves viewers' concerns.

Using a final CTA

Introduce what you're selling and why viewers should buy. Focus on customer needs and problems, not so much on your product. Make it clear to them exactly what they have to do and what they will get in return. Video_ad_formats-4.png WebTailor's digital marketing agency offers your company the opportunity to prove itself with YouTube ads and capture viewers' attention. If you are interested, contact us. See what we do in paid advertising.

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