YouTube Ads 2020: The Ultimate Guide for Beginners

YouTube Ads

As you know, video content is vital; therefore, YouTube Ads are powerful. I think that this simple equation means a lot for you and your business, doesn’t it?

Moreover, if you have a closer look between the lines, you can see that YouTube Ads are still one of the most powerful assets of digital marketing in 2020.

Nowadays, YouTube alone has more than two billion users. This is almost half of all people on the Internet. Each day, these users watch more than a billion hours of video, generating billions of views. That gives a lot of “billions”.

Besides, people aged 18-49 watch YouTube more on their mobile devices than any other television network in the United States.

YouTube alone has more than two billion users. This is almost half of all people on the Internet.

But that is not all. According to a report on The State of Video Marketing, 81 percent of people are convinced to buy a product or service after watching a brand’s video. And 76% of companies confirm that video format helped them increase sales.

So, it’s no wonder that video marketing using YouTube Ads is on the rise.

If you are keen to know how to harness the incredible power of YouTube Ads, you are in the right place! 

  • First, you will learn what advertising on YouTube is and what are the different types of YouTube Ads available in 2020.
  • Then, I will show you how to set up your first YouTube Ads campaign.
  • And finally, we will discuss some YouTube Ads tricks that can help you make a difference in your advertising process.

So, let’s start with how to advertise your content using YouTube Ads.

What is advertising on YouTube (YouTube Ads)?

YouTube-Ads-preview

Advertising on YouTube or more known as YouTube Ads is delivered through Google Ads. It is a way to advertise video content on YouTube or in search results so that you can maximize your influence on users.

YouTube Ads can take a lot of formats.

For example, some YouTube Ads are played before a user sees the video they clicked on, or they can be displayed in YouTube’s search results for people to see in its entirety.

YouTube Ads can take a lot of formats. So, let’s get through them.

YouTube Ads types and how they differ

There are six types of YouTube Ads:

  • TrueView YouTube Ads
  • Non-skippable YouTube Ads
  • Bumper YouTube Ads
  • Sponsored Card YouTube Ads
  • In-video overlay YouTube Ads
  • Display YouTube Ads.

Before you start creating your first campaign, it’s essential to understand each type of YouTube Ads. In this way, you can adapt your YouTube Ads according to the format you plan to use.

Now, we are going to cover each type of YouTube Ads

TrueView YouTube Ads

TrueView-YouTube-Ads

They are the primary format of YouTube Ads, and for this reason, we will talk about them in greater depth than the others.

TrueView YouTube Ads give viewers the most control over the YouTube Ads they see.

For this reason, Google reports that 8 out of 10 viewers prefer TrueView YouTube Ads to another In-Stream video YouTube Ads format.

8 out of 10 viewers prefer TrueView YouTube Ads to another In-Stream video YouTube Ads format

TrueView YouTube Ads are great for businesses, too. Advertisers only pay for TrueView YouTube Ads when users watch at least 30 seconds, a full short video, or interact with YouTube Ads somehow, such as clicking a call-to-action button.

Because viewers can select the YouTube Ads they want to see and skip the ones they don’t want to see, advertisers save money while reaching a more interested audience.

YouTube indicates that the maximum length of TrueView YouTube Ads is 6 minutes, with the minimum length being 12 seconds.

Now that you understood that, there are two main types of TrueView YouTube Ads:

  1. In-Stream YouTube Ads 
  2. Discovery YouTube Ads.

Let’s take a closer look at each of them, shall we?

  • TrueView In-Stream YouTube Ads

TrueView-In-Stream-YouTube-Ads-Example

TrueView In-Stream YouTube Ads play before the viewer’s chosen video starts.

They feature a small countdown timer and an advertised site link at the bottom left of the screen. Additionally, TrueView In-Stream YouTube Ads have a companion banner ad displayed in the right sidebar above the list of suggested videos.

TrueView-In-Stream-YouTube-Ads-Banner

Marketers can personalize their TrueView In-Stream YouTube Ads with calls-to-action and text overlays.

  • TrueView Discovery YouTube Ads

The following image shows an example of TrueView Discovery YouTube Ads for SEMrush that is displayed above YouTube’s organic search results.

TrueView Discovery YouTube Ads

TrueView Discovery YouTube Ads appear in YouTube’s search results and in the right sidebar of watch pages above the list of suggested videos.

TrueView Discovery YouTube Ads_suggested

These YouTube Ads consist of a thumbnail image and up to three lines of text.

Clicking on discovery YouTube Ads will take users to YouTube’s watch page or a page of the corresponding channel to watch the video.

Why should you use TrueView YouTube Ads?

YouTube TrueView ads are a great way to reach your target market.

First of all, they are low risk. Remember, you will only be charged when viewers choose to view your YouTube Ads in their entirety, watch it for at least 30 seconds, or interact with the YouTube Ads in any way.

That’s a great deal as 76% of consumers skip these YouTube Ads by reflex, hence, you can at least be sure that your YouTube Ads’ budget is spent on interested viewers.

Second, as TrueView YouTube Ads are optional they are not restricted by any time limits. This means that you can experiment with your YouTube Ads in different formats, such as product demos, testimonials, or how-to videos. You can make any of these videos with a help of Wave.video to test out different options. 

Make great YouTube Ads

with Wave.videoStart now

As an example, Grammarly has used testimonials and product demos in its TrueView YouTube Ads with great success.

According to Google, when brands use TrueView YouTube Ads, they can see their content views increase by up to 500%

When brands use TrueView YouTube Ads, they can see their content views increase by up to 500%.

Now, let’s take a look at the other forms of YouTube Ads.

Non-Skippable YouTube Ads

Non-skippable YouTube Ads

Non-skippable YouTube Ads are essentially the same as TrueView In-Stream YouTube Ads, except, as you guessed it, viewers can’t skip them.  Because viewers have relatively less control over these ads, they are not considered “TrueView.”

It is common knowledge that YouTube Ads that cannot be skipped are unpopular.

In fact, YouTube removed the 30-second non-skippable YouTube Ads’ format last year. Today’s non-skippable YouTube Ads should be between 15-20 seconds.

Non-skippable YouTube Ads don’t just play before videos. There are also non-skippable YouTube Ads that partially played through videos that are 10 minutes long or longer, known as YouTube Ads that cannot be skipped mid-roll.

Unlike TrueView YouTube Ads, advertisers pay for these ads based on their CPM, which stands for cost per thousand (the cost every one thousand impressions). That means advertisers pay a fee for every one thousand visits.

Therefore, it’s essential to fine-tune your YouTube Ads targeting not wasting your budget advertising on bad customer prospects.

It is also essential to consider the role of CPM advertising.

Cost-per-thousand (CPM) advertising is best suited for brand campaigns designed for massive exposure.

While pay-per-click (PPC) advertising is excellent for converting prospects into customers, cost-per-thousand (CPM) advertising is best suited for brand campaigns designed for massive exposure, like the Apple example above.

Bumper YouTube Ads

Bumper YouTube Ads

The third type of video ads available on YouTube Ads for marketers are Bumper YouTube Ads.

These YouTube Ads cannot be skipped; they play before the viewer’s chosen video, and they must be less than 6 seconds long.

Like the non-skippable YouTube Ads, advertisers pay for the best YouTube Ads based on CPM.

Several brands use them as part of a more extensive YouTube Ads campaign, with other YouTube Ads formats.

Obviously, Bumper YouTube Ads are not an ideal format for stories, testimonials, or product demos. But the 6-second limit can be a tremendous catalyst for creativity.

For more motivation, check out the YouTube Ads Bumper ad leaderboard, which shows 20 of the best YouTube Ads from around the world.

If the previous YouTube Ads formats seem too aggressive for you, there is another Youtube Ads type that you may like.

Card Sponsored YouTube Ads

Card Sponsored YouTube Ads

You can use Card Sponsored YouTube Ads if you want them to appear in videos as small call-to-action (CTA) pop-ups. Sponsored cards are a more remarkably discreet form of advertising on YouTube.

A small “i” symbol appears in the upper right corner of a video, and when a viewer clicks on it, the Card expands.

Card sponsored YouTube Ads can showcase other YouTube videos and products through Google Shopping just as the next YouTube Ads format can do.

In-Video Overlay YouTube Ads

In-Video Overlay YouTube Ads

In-video Overlay YouTube Ads are perhaps the simplest form of advertising on YouTube. These are banner YouTube Ads that appear at the bottom of the videos.

In-video overlay YouTube Ads can also be text.

In-Video Overlay YouTube Ads-Text

To learn more about in-video overlay YouTube Ads, check out the guide made by Google.

If you don’t want to bother users by inserting YouTube Ads on their content, you may like the following YouTube Ads format.

Display YouTube Ads

Display YouTube Ads

Standard Display YouTube Ads are another simple advertising format on YouTube. These YouTube Ads appear in the right sidebar above the suggested videos.

These YouTube Ads can also be displayed in different sizes.

How to advertise using Youtube Ads

How to advertise using Youtube Ads

Now that you understand the different advertising formats on YouTube, let’s see how to advertise using GoogleAds and then set up your first campaign.

Depending on your expectations, the way you advertise using YouTube Ads will be different. YouTube Ads can be used to drive these goals by:

  • Building brand awareness

Using YouTube Ads, you can present your product to people who don’t know it yet.

Target people interested in products and areas similar to yours in your YouTube Ads. This way, you ensure that there are points in common.

  • Influencing the buying decision

YouTube Ads that justify why your product is the best option for your customer, including substantial evidence to support it, convert better, so take advantage of these types of YouTube Ads.

  • Growing sales

Using YouTube Ads, you can Target audiences similar to those you’ve never targeted before. Therefore, you can try new tactics.

Research ways to link your product with others using YouTube Ads and start increasing sales.

  • Increasing the brand’s loyalty

Invite your customers to exchange words about your product in your YouTube Ads and show your potential customers that you offer the best services and products available in your niche.

Remember to follow all the steps that I’ve mentioned above because you need to keep them in mind while setting up your first YouTube Ads Campaign.

Creating your first Youtube Ads campaign

Creating Your First Youtube Ads Campaign

If you haven’t already done so, you’ll need to create your video or image and the corresponding YouTube Ads copy.

Wave.video is the place to go when you need to come up with a great video design investing minimum effort or designing skills. Check out the collection of templates made specifically for advertising on YouTube that will help you get started.

Also, check out the YouTube Ads leaderboard for inspiration on creating excellent YouTube Ads. Every month YouTube publishes a roundup of the best YouTube Ads from around the world.

YouTube-Ads-leaderboard

Enough talking. Let’s get through it step by step:

Step 1. Upload your ad video to YouTube

Before you start setting up your YouTube Ads campaign, it is best to upload your marketing video to your YouTube account.

To do this, first, you have to log in to your YouTube account and then click on the small camcorder icon at the top right of YouTube.

Then just click “Upload Video.”

Upload Youtube Video Ad

You will access the upload window, where you can select the file you want to upload.

Upload Youtube Video Ad_step 2

Make sure to fill in all the essential information, such as the title, the description, and tags.

Step 2. Create your new Google Ads campaign

Once you have uploaded the video, you’re ready to set up your YouTube Ads campaign.

First, log into your Google Ads account.

Once you’ve logged into your account, click on “All Campaigns” on the left sidebar.

Then click on the blue “+” icon to create your new campaign.

YouTube Ads Dashboard_new campaign

This will take you to a new tab where you must select a type of campaign.

Currently, Google offers seven options:

  • Search
  • Display
  • Shopping
  • Applications
  • Video
  • Smart
  • Discovery

Keep in mind that you have to choose the right objective before the last step; go with what you think is suitable for your product or service.

Youtube ads choosing the campaign type

For example, suppose you want to use YouTube Ads to increase the number of visitors to your website. In that case, you should select the goal “Website traffic.”

As you continue setting up your campaign, you’ll see suggested features and settings that can help you drive more visits to your website.

To learn more about the targets, just hover your mouse pointer over them.

You can add or remove a goal from your YouTube Ads campaign at any time.

And if you prefer, you can create your campaign without seeing the recommendations of a goal.

Step 3. Set up your Youtube Ads campaign

Now we are going to configure your campaign.

  • Name your campaign

This is for your internal use only, so choose a name that clearly describes your YouTube Ads’ campaign.

This will help you effortlessly identify the campaign when you start running multiple campaigns on Google Ads.

Youtube Ads - name the campaign

  • Choose your budget

Set the average amount you want to spend daily. Keep in mind that it is best to start small at the beginning.

This way, you can test and refine your YouTube Ads campaign to ensure you get the highest possible investment return.

  • Set a daily budget

You can choose the standard or accelerated method.

The standard will spread your budget throughout the day. Simultaneously, the accelerated will show your ads at every available opportunity, and your budget will run out faster.

To get started, choose accelerated delivery. This way, you can quickly collect data that you can use to optimize your campaign.

  • Choose the start and end dates of your YouTube Ads campaign

Just enter your start date and choose an end date (if you want one).

  • Select your networks

This section lets you select where you want your YouTube Ads to appear.

Since YouTube Ads are videos, there are three options available:

  1. YouTube search results. YouTube Ads appear alongside the YouTube search results. This option will restrict only TrueView Discovery YouTube Ads.
  2. YouTube Videos. YouTube Ads will appear on YouTube videos, channel pages, and YouTube home page.
  3. Video partners on the network’s display. This means that your YouTube Ads will also appear in other Google advertising avenues.
  • Select the language and location

Make sure to select the country and language in which you want your YouTube Ads to appear.

  • Select your bid

Now you must choose how you want to pay for your campaign.

Google Ads offers four options:

  1. Maximum CPV (cost per view): Costs are always based on the number of views and interactions your YouTube Ads receive.
  2. Maximum CPM (cost per thousand): You will be charged for every one thousand impressions your YouTube Ads receive.
  3. Visible CPM (visible cost per thousand or vCPM): You will only be charged for one thousand impressions if your YouTube Ads have been permanently seen. For example, if a user gets to the landing page and leaves immediately, you will not be charged.
  4. Target CPA (Cost Per Acquisition): Costs are based on actions made by viewers, such as clicking on your YouTube Ads.
  • Choose your bid

In this example, our campaign’s goal is to increase the number of people visiting our site, so we will choose “Target CPA.”

This means that we will only pay for viewers who convert (i.e. conversions).

  • Choose the content type where you want your YouTube Ads to appear

This section allows your YouTube Ads to show only on content that is in line with your brand.

For example, suppose you have an online dropshipping store that sells children’s toys. In that case, you don’t want your YouTube Ads to be shown alongside violent or sexual content.

Each option is worth a read to ensure your YouTube Ads don’t show up on inappropriate content.

  • Locations

This section goes deeper by allowing you to exclude yourself from the categories of individual sensitive content, such as “Tragedies and Conflicts” or “Sensitive Social Issues.”

We remind you again that you should not skip this step as this could result in disaster for your brand.

Step 4. Select the audience you want to reach

Before you start targeting your audience, be sure to give your ad group a descriptive name. In this way, you can use the same audience selection for future advertising campaigns.

  • Select your demographic

This is the first stage to segment your target market. YouTube Ads allow you to define who you want to reach through options such as your gender, age, profession, etc.

  • Find your target audience

In this section, YouTube Ads offer you many options to find your perfect target market. It is worth exploring and being as specific as possible.

Select audiences to define who should see your ads.

Step 5. Select where you want your YouTube Ads to appear

You can then choose the specific type of content you want your YouTube Ads to appear on.

  • Enter your keywords

Add your keywords in the box using one word or phrase per line.

Choose terms related to your products or services to target your YouTube Ads to relevant content. You can get some help from the “Get Keyword Ideas” tool to find related keywords for your YouTube Ads.

  • Select topics

Just select any relevant topic to your brand to show your YouTube Ads on these specific topics.

  • Choose the placements for your YouTube Ads

Okay, now you can select the specific places where you would like your YouTube Ads to be shown.

If you leave this section blank, your YouTube Ads will appear on any YouTube or display network placement that matches your other selections.

Step 6. Select your marketing video

Use the search bar to find the marketing video for your YouTube Ads.

Or, if you haven’t uploaded your video yet, click the link to upload it to YouTube.

Once your video appears, just select it.

Step 7. Set up your video ad or your YouTube Ads

Lastly, you have to select your video format.

YouTube Ads will show you what options are available based on your campaign selections so far.

Make sure to add your URLs, CTAs, and title.

Remember, non-skippable video YouTube Ads have a companion banner.

So, in this particular case, you can upload an image or allow YouTube Ads to generate one automatically using videos from your YouTube channel.

To finish, simply click “Save and continue,” and then click “Continue with the campaign.”

Your campaign is ready.

Handy tips and tricks for Youtube Ads

  • Scope

As YouTube has over 2 billion users on the platform and over 1 billion unique visits each month, YouTube Ads can reach a large percentage of the population and generate a lot of engagement.

  • Orientation

As part of the Google Ads empire, YouTube Ads has a wealth of knowledge that only Facebook can compete with.

This knowledge of individual preferences can help you target the right people with your YouTube Ads.

But be careful! Do not to over-optimize your targeting nor limit your reach.

Do not to over-optimize your targeting nor limit your reach.

  • Data

The reports you receive during your YouTube Ads’ campaigns are comprehensive and provide information not only about your YouTube Ads, but also about who interacted with them.

Know the audience that interacted with your content. What content did they see before buying something in your store?

Link your Google Ads and Analytics accounts to learn more.

  • Users

After someone has visited your website and shown interest in your business, don’t wait for them to return; establish a relationship with them.

As part of the Google suite, re-marketing on YouTube Ads can help you target people who have already visited your website. This means that you can take them back to your online store and build trust with them to hopefully make a sale in the future.

  • Flexibility

YouTube Ads are not static. They are continually changing, and so are your ads.

You can change your targeting, ad scheduling, ad copy, and more in real-time to ensure you get the most out of your YouTube Ads budget.

Adapt your YouTube Ads over time, so they evolve as your audience does.

With so many different YouTube Ads options to choose from and so many ways to target your potential customers, it can be challenging to keep your head above water on a platform as broad as YouTube.

  • Add interactive elements

Another suggestion would be to add interactive elements to your YouTube Ads, such as a call-to-action.

This gives viewers clarity on which things you want them to do with your YouTube Ads. Whether they subscribe to your channel, sign up for a webinar, or visit your online store to buy something, it’s always a good idea to give people directions and purpose in your YouTube Ads.

  • Set goals

Before launching your campaign, and even before creating your video, you must decide what you want to achieve with this campaign and its success.

If you spend $500 on the YouTube Ads campaign, how many units will you need to sell to recoup this investment and, at the same time, make a profit?

How much will your YouTube Ads cost before seeing the success of the campaign?

Goals and success can take many forms:

  • sales
  • visits to your website
  • sign-ups to your newsletter
  • subscribers to your channel, etc.
  • Set a frequency cap

One YouTube publicity stunt that many people forget is the frequency cap.

Depending on your audience’s size, the frequency cap can be an essential part of your YouTube Ads’ campaign or just a good thing to have.

This feature allows you to limit the number of times your YouTube Ads will be shown to a particular person. Use this feature to make sure you don’t annoy users or cause negative feelings towards your brand.

  • Customize your messaging

YouTube Ads have become a part of everyday life, but only YouTube Ads that stand out get noticed.

Create YouTube Ads that are engaging and personal to your audience to help them engage with your brand.

Brand loyalty is more comfortable to instill if a person can identify with it early in the educational process.

  • Share your content at a specific time

People are susceptible to different things. Brands that share feelings allow their customers to relate more easily.

American football fans wait anxiously for the Superbowl each year in the US.

So, do brands that spend thousands of dollars on advertising during the event on television, billboards, and online.

Brands try to publish their products at this time of the year because they know exactly where their audience will be that day, in front of a digital device of some kind, listening, watching, and participating in this event.

So, you should be intelligent about when to make your YouTube Ads. Making your audience know that you have the same interests helps you become a part of their lives.

Biteplay

You can boost your YouTube Ads with the help of online tools available on the Internet.

The best tool you can use right now is called Biteplay, which helps you make highly targeted YouTube Ads campaigns in no more than 5 minutes.

Using Biteplay’s powerful tools for YouTube Ads, you can find contextual placements, search for influencers, and get relevant keywords. On top of that, Biteplay has 15 other features if you need more power, so it is almost a disadvantage not to use biteplay while making YouTube Ads.

Also, Biteplay has Wave.video integration and you’ll be able to create your eye-catching videos to use as your Youtube Ads strategy.

  • Segment your campaigns

And for our latest YouTube Ads trick, let’s talk about campaign targeting.

Campaigns can sometimes be too generic to reach someone. If your content is uninspired, it can be difficult to inspire people to take action or remember your brand using YouTube Ads.

Think about your YouTube Ads’ audience and identify if you can segment your market to be relevant.

And the last thing I should mention is:

  • Be Patient

At first, starting on YouTube Ads can be overwhelming.

But YouTube Ads’ various advertising formats provide a robust set of tools for reaching a target market.

Also, as video content is expected to account for 80% of all web traffic by 2020, this marketing channel is worth exploring.

The bottom line

The cost of YouTube Ads can be daunting for small businesses. This may be because you don’t have a lot of capital to invest, or maybe you’re not seeing the return on investment that you expected from other advertising platforms, such as advertising on Facebook and other social networks.

But YouTube Ads focus on a different content format, with another way of engaging with people.

Suppose your audience gets involved with video content better than others. In that case, YouTube Ads are the best choice for ad revenue.

What type of YouTube Ads are you going to start with? Let us know in the comments below!

We’ll keep you in the loop!

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