google-site-verification: googlebc47d07320294fb4.html

YouTube Ads: Unlocking high impact at minimal cost

Advertisers were shown how to improve their YouTube marketing strategies with cost-efficient, high-impact, tried and tested methodologies at SMX Advanced.

The secret to creating high-reach, low-cost environments and making campaigns more effective lies within four specific variables, according to digital advertising expert Corey Henke.

Unlocking high-impact, low-cost campaigns

The four variables marketers need to look into as a top priority are:

  • Ad type / bid type: Henke advised that these fields are the most important variables and specifically encouraged marketers to take advantage of new ad types, noting that he personally has seen tremendous success with YouTube’s recently-launched in-feed video ads. He also stressed the importance of choosing the right bid type for your campaign for optimal conversions.
  • Creative variation: There are many creative variables, so advertisers must test wisely. Length of videos is always a great way to start, but creative variables must also be considered. Henke advised looking at factors such as male versus female, different actors, different intros, different music, product demonstration versus funny, and so on.
  • Target with intent: Research and strategize with custom audiences, target with intent and grow your YouTube audiences with optimized detailed demographics. Henke said this approach should help marketers achieve significant performance improvement.
  • Data analysis (attribution): To measure the success of your campaign, review multiple areas of importance and make sure that they are the right areas.

Henke added:

  • “I think this approach is the best opportunity for high-reach, low-cost campaigns.”

Ad types – how to get the best bang for your buck

Researchers have studied the effectiveness of various ad types. The most scalable solutions:

  • Skippable video ads: Play before, during or after videos. Viewers can skip the video after five seconds.
  • Non-skippable video ads: These ads are 15 seconds or shorter, and play before, after or during the video. Viewers can’t skip this content.
  • Bumper video ads: Six seconds or shorter and play before, during or after another video. Viewers can’t skip this ad type.

YouTube has recently prioritized these ad formats, while longer forced content has been deprioritized. They also have the most inventory, according to Henke, meaning:

  • “Marketers can get the best bang for their buck on YouTube.”

Get the daily newsletter search marketers rely on.

<input type="hidden" name="utmMedium" value="“>
<input type="hidden" name="utmCampaign" value="“>
<input type="hidden" name="utmSource" value="“>
<input type="hidden" name="utmContent" value="“>
<input type="hidden" name="pageLink" value="“>
<input type="hidden" name="ipAddress" value="“>

Processing…Please wait.

See terms.

function getCookie(cname) {
let name = cname + “=”;
let decodedCookie = decodeURIComponent(document.cookie);
let ca = decodedCookie.split(‘;’);
for(let i = 0; i <ca.length; i++) {
let c = ca[i];
while (c.charAt(0) == ' ') {
c = c.substring(1);
}
if (c.indexOf(name) == 0) {
return c.substring(name.length, c.length);
}
}
return "";
}
document.getElementById('munchkinCookieInline').value = getCookie('_mkto_trk');

Bid types – getting TV-level results from YouTube

Choosing the right bid type can help marketers achieve TV-level volume success within YouTube. However, the bid type that is best for your campaign will depend on your brand’s goals and objectives. The two bid types Henke put forward for comparison were:

  • Direct response bid types: Primarily desktop
  • Branding bid types: Minimal desktop

The big difference between the two options lie within the CPM (cost per mile), view rate and conversion rate – but not the CPC (cost per click). Henked added:

  • “If you want somebody to fill out a form or buy a product, you will definitely use a conversion campaign.
  • “There are a variety of ways to reach users at scale for minimal cost inside of CPM and cost per view campaigns. So you have your bumpers, your non-skippables, your in-stream which will be your skippables – and how those compare.
  • “Non-skippables don’t come with any views and that’s because nobody’s making it past 30 seconds. It’s either 15 seconds or below. So they really only have the advantage of impressions at a lower CPM. Whereas if you’re doing in stream, which is skippable, you are going to get the app the upside of views and also the amount of people which make it past 30 seconds.
  • “I think YouTube has a good understanding of who is going to convert.”

Creative variation for optimal impact

Marketers have multiple ad types to choose from and users consume these various formats in different ways. Henke discussed the advantages of feed ads, skippables, non-skippables, stories, reels and live TV. He noted that skippable and non-skippable ads are great options because of the attention they attain – but skippable is his favorite go-to because of the unlimited link feature.

  • “With unlimited link, you have a huge opportunity to engage a user over a long period of time. What we’re seeing is more users want to spend more time within their platforms as opposed to brands’ websites. That’s where we have the biggest advantage with unlimited link and being able to optimize creative for view rate,” Henke said.

To determine whether this is the right option for your campaign, Henke encouraged advertisers to test the different video ad options. Henke noted that 2 minutes 24 ads have more people completing the ads than other options.

  • “This is a huge opportunity. It’s close to one minute of time with a user and your ad on average – some spend more, some spend less. But then also being able to have a competitive CPC along with a great view rate really shows that the long form is going to be the best value,” Henke added.
ad product

Targeting and retargeting are ‘huge opportunities’

Thorough research to identify user intent will give marketers an important advantage when it comes to understanding consumers who are relevant to your product or service. Retargeting is another necessary and big opportunity for brands wanting to expand their reach.

Reflecting on his own approach to targeting and retargeting, Henke revealed his favorite targeting tool is the detailed demographic combination report, which focuses on age, gender, parental status and household income.

Looking at demographics, in combination with the creative, will help drive maximum success, he said:

  • “These variables when combined together give you a unique look at which specific audience might be converting the best and being able to segment this audience. When you can segment immediately you should see results faster. So that’s why this is so important, the targeting, the creative, the bid type and the ad type to create this high reach, low-cost environment,” Henke said.

Success with in-feeds

In-feeds are a new ad product launched by Google Ads and one of the biggest changes to the system since bumpers rolled out five years ago.

In-feed ads appear on YouTube’s personalized feed and allow users to click the ad thumbnail, while the video is simultaneously autoplaying. Some key benefits to in-feed ads as opposed to shorts include:

  • More impressions
  • Increased views
  • Higher spend
  • Longer ad length
  • Unique call to action
  • Authority of face to camera
  • Auto-play in the feed
  • Premium placement at top of feed
  • “I think the value really is that you’re getting more earned views. That’s a clear indicator that that is a quality audience that we have here,” Henke said.
Corey Henke, founder of Variable Media

YouTube attribution tips

It’s important to be able to identify the causes of wins and losses in your campaign in order to make informed decisions and necessary adjustments.

Think about the Halo Effect. Henke offered some implementation strategies here:

  • Precision targeting: “When I talk about precision targeting, that means really looking at that detailed demographic and dialing in almost immediately because if you’re hitting your target audience, they’re going to make those Halo effect type of user behaviors, meaning they’re going to go and search,” he explained. “They’re going to go to another platform and find your brand on Instagram or LinkedIn. They’re going to make these other things that don’t necessarily involve a direct click. And that’s important. You want your quality audience to be there. Another thing is checking your placement report to make sure your ads aren’t running on kids’ channels and that they’re mostly running in the places that you want them to run.”
  • Trend analysis: This will be different for every advertiser. The big question here is what is this experience with creative competitive to a website’s first visit? And secondly, how does your video compare to somebody coming to your website for the first time? Henke added:
    • “I believe that your video should be competitive and it should possibly give a better experience because it’s in platform and it’s long form.”

Getting started

Ready to get started with Henke’s high-reach low-cost approach to YouTube Ads? Here’s what he suggested:

  • Targeting: “Dialing into those combination audiences out the gate,” he said.
  • Device: For high reach, it’s advised to exclude computers and tablets – but keep these options in if you’re trying to convert a user immediately. “Ultimately, this is a high reach low-cost strategy and we’re going to probably be paying a premium for those devices,” he said.
  • Bid type: This should be either CPV or CPM.
  • Ad length and variation: As a general rule, the longer the ad length, the better it is for your campaign. However, Henke emphasized that you should do your own research and find out what works best for your brand. “It could potentially unlock some really good cost,” he said.
  • Ad type: Keep your ad types to in-feed, skippable, non-skippable or shorts.

The post YouTube Ads: Unlocking high impact at minimal cost appeared first on Search Engine Land.

Original source: https://searchengineland.com/youtube-ads-unlocking-high-impact-minimal-cost-428567

282 thoughts on “YouTube Ads: Unlocking high impact at minimal cost”

  2. The most talked about weight loss product is finally here! FitSpresso is a powerful supplement that supports healthy weight loss the natural way. Clinically studied ingredients work synergistically to support healthy fat burning, increase metabolism and maintain long lasting weight loss. https://fitspresso-try.com/

    Reply

  21. Разнообразието на нашите дрехи за деца е невероятно! От весели принтове до забавни дизайни, имаме нещо за всяко дете. Независимо дали търсите стилни тоалети за игра или елегантни тоалети за специални случаи, нашите облекла са перфектни за всякакви приключения. Разгледайте нашите колекции днес detski drehi и впечатлете всички с вашия уникален стил.
    Онлайн магазин за качествени детски и бебешки дрехи-внос от Турция и от български производители. Магазинът предлага ежедневни и официални детски дрехи за …

    Reply

  24. Hello there, just became aware of your blog throughGoogle, and found that it’s really informative.I’m going to watch out for brussels. I’ll appreciate if you continue this in future.Numerous people will be benefited from yourwriting. Cheers!

    Reply

  29. A fascinating discussion is worth comment. There’s no doubt that that you should write more on this subject, it might not be a taboo matter but generally people do not discuss these topics. To the next! Best wishes!!

    Reply

  31. Usually I do not read article on blogs, but I would like to saythat this write-up very compelled me to check out and do so!Your writing taste has been surprised me. Thank you, verygreat post.

    Reply

  32. Thank you for the auspicious writeup. It in fact was a amusement accountit. Look advanced to far added agreeable from you! However, how can we communicate?

    Reply

  33. This unique blog is no doubt educating and also factual. I have picked many interesting things out of this amazing blog. I ad love to return every once in a while. Thanks a bunch!

    Reply

  39. That is a really good tip particularly to those new to the blogosphere. Short but very precise informationÖ Appreciate your sharing this one. A must read article!

    Reply

  40. I do believe all the ideas you’ve offered for your post.They are very convincing and will definitely work.Still, the posts are very brief for beginners. May justyou please extend them a bit from next time?Thanks for the post.

    Reply

  51. It’s actually a nice and helpful piece of information. I’m glad that you just sharedthis useful information with us. Please stay us informed like this.Thanks for sharing.

    Reply

  54. Hello there, just became alert to your blog through Google, and found that it’s really informative. I am gonna watch out for brussels. I will appreciate if you continue this in future. Lots of people will be benefited from your writing. Cheers!

    Reply

  57. Hello! This is my first visit to your blog! We are a group of volunteers and starting a new project in a community in the same niche. Your blog provided us beneficial information to work on. You have done a extraordinary job!

    Reply

  65. I do not even understand how I finished up here,but I believed this submit was good. I don’t understand who you’re but certainlyyou’re going to a famous blogger in the event you are not already.Cheers!

    Reply

  68. I’m really enjoying the design and layout of your blog.It’s a very easy on the eyes which makes it much more enjoyable for me to come here and visitmore often. Did you hire out a developer to create your theme?Excellent work!

    Reply

  74. I needed to thank you for this very good read!! I certainly loved every bit ofit. I have got you saved as a favorite to check out new things youpost?Here is my blog post … Essential Keto

    Reply

  77. This blog is really cool and besides informative. I have chosen a lot of useful advices out of this amazing blog. I ad love to visit it over and over again. Thanks!

    Reply

  84. I like the valuable info you provide in your articles.I will bookmark your blog and check again hereregularly. I’m quite sure I’ll learn a lot of new stuff right here!Good luck for the next!

    Reply

  85. I am not sure where you are getting your info, but great topic. I needs to spend some time learning much more or understanding more. Thanks for fantastic information I was looking for this info for my mission.

    Reply

  89. Hello! I could have sworn Iíve been to your blog before but after looking at a few of the articles I realized itís new to me. Anyways, Iím definitely pleased I discovered it and Iíll be bookmarking it and checking back regularly!

    Reply

  95. I admire this article for the well-researched content and excellent wording. I got so involved in this material that I couldn’t stop reading. I am impressed with your work and skill. Thank you so much.

    Reply

  109. Thanks for your personal marvelous posting!I quite enjoyed reading it, you could be a great author. I will be sure to bookmark your blog and may come back later on. Iwant to encourage that you continue your great writing, have a nice afternoon!

    Reply

  110. Hello there, just became aware of your blog through Google, and found that it is truly informative.I’m gonna watch out for brussels. I’ll be grateful if youcontinue this in future. Many people will be benefited from your writing.Cheers!

    Reply

  113. Aw, this was an incredibly nice post. Taking a few minutes and actual effort to create a very good article… but what can I say… I procrastinate a whole lot and don’t manage to get nearly anything done.

    Reply

  115. An interesting discussion is worth comment. I believe that you should write more about this topic, it might not be a taboo matter but usually folks don’t talk about such issues. To the next! Best wishes!!

    Reply

  117. Hi theгe, just became aware of your blog through Google, aand found that itiss really informative. I am going to watch out for brusselѕ.I will be grateful іf you continue this in future.ᒪots of peoрle will be benefited from your writing.Chеers!

    Reply

  120. At this time it sounds like Drupal is the best blogging platform available right now.(from what I’ve read) Is that what you are usingon your blog?Look into my blog; hemp seed oil capsules

    Reply

  124. Heya i’m for the first time here. I foundthis board and I find It really useful & it helped me out a lot.I hope to give something back and aid others like you helped me.

    Reply

  127. When someone writes an piece of writing he/she retains the thought of a user in his/her brain that how a user can understand it. Thus that’s why this piece of writing is outstdanding. Thanks!

    Reply

  132. Hi, I do think this is an excellent blog. I stumbledupon it I will revisit once again since I saved as a favorite it. Money and freedom is the best way to change, may you be rich and continue to help others.

    Reply

  134. I’m now not sure where you’re getting your info, however great topic. I must spend a while studying more or understanding more. Thanks for magnificent info I was in search of this info for my mission.

    Reply

  142. Hey there! I’ve been reading your blog for a long time now and finally got the courage to go ahead and give you a shout out from Kingwood Texas! Just wanted to mention keep up the good job!

    Reply

  143. I blog frequently and I genuinely appreciate your information. The article has truly peaked my interest. I am going to bookmark your blog and keep checking for new details about once per week. I opted in for your Feed too.

    Reply

  145. hello!,I really like your writing so so much!proportion we be in contact more approximately your post on AOL?I require an expert on this house to unravel my problem.May be that is you! Taking a look forward to look you.

    Reply

  147. I’ll right away grasp your rss feed as I can’t to find your email subscription hyperlink or e-newsletter service. Do you’ve any? Kindly permit me know so that I may just subscribe. Thanks.

    Reply

  149. I am extremely impressed with your writing skills as well as with the layout on your blog. Is this a paid theme or did you customize it yourself? Anyway keep up the excellent quality writing, it is rare to see a nice blog like this one these days.

    Reply

  157. Heya i’m for the primary time here. I found this board and I in finding It really useful & it helped me out much. I hope to give something again and aid others such as you helped me.

    Reply

  169. A pension scheme flagyl chat diarrhe Daley will now take some time away from the sport before returning to training later in the year as he builds towards the start of the World Series in early 2014 and the defence of his Commonwealth titles.

    Reply

  170. This unique blog is obviously cool as well as amusing. I have picked up a bunch of handy stuff out of this source. I’d love to visit it every once in a while. Thanks a lot!

    Reply

  178. Insufficient funds naproxen 500 para que sirve „When citizens across Europe are seeing their family budgets under pressure, it is unjustifiable that the European budget should be going up in this way,” a UK Treasury spokesperson told BBC News.

    Reply

  191. Do уoou havе a spam problem on this blog; I also am a blogger,and I was wanting too know your situation; we have created somenice proceduures and wee are looking to exchange methods witһ other folks,pⅼeɑse shoot me an email if interested.

    Reply

  222. You could certainly see your expertise within the work
    you write. The world hopes for more passionate
    writers like you who aren’t afraid to mention how they believe.
    All the time go after your heart.

    Reply

  224. What i don’t understood is in reality how you’re no longer actually much
    more smartly-favored than you may be now.
    You are very intelligent. You realize thus significantly on the subject of this
    topic, made me individually believe it from numerous numerous angles.

    Its like men and women are not interested unless it is one thing to do with
    Girl gaga! Your own stuffs great. All the time maintain it up!

    Reply

  225. It is in point of fact a great and useful piece of info.

    I am happy that you just shared this helpful information with us.
    Please keep us up to date like this. Thank you for sharing.

    Reply

  227. Fantastic beat ! I wish to apprentice while you amend your site, how can i subscribe for a blog site?
    The account aided me a applicable deal. I were tiny bit familiar of this your broadcast offered vibrant transparent idea

    Reply

  228. Link exchange is nothing else but it is just placing the
    other person’s webpage link on your page at proper place and
    other person will also do similar for you.

    Reply

  229. We stumbled over here different web address and thought I
    may as well check things out. I like what I see so i am just
    following you. Look forward to looking into your web
    page repeatedly.

    Reply

  230. It’s a shame you don’t have a donate button! I’d certainly donate to
    this superb blog! I suppose for now i’ll settle for book-marking and adding your RSS feed to my Google
    account. I look forward to new updates and will talk about this blog with my Facebook group.
    Talk soon!

    Reply

  231. Greetings! This is my first visit to your blog! We are a group of
    volunteers and starting a new initiative in a community in the same niche.
    Your blog provided us valuable information to work on. You have done a marvellous job!

    Reply

  233. Have you ever considered about adding a little bit more than just your articles?
    I mean, what you say is valuable and all. However think about if
    you added some great photos or video clips to give your posts more,
    “pop”! Your content is excellent but with pics and videos, this website could certainly be one
    of the greatest in its niche. Amazing blog!

    Reply

  234. Thanks for your personal marvelous posting! I genuinely enjoyedreading it, you will be a great author. I will always bookmark yourblog and will often come back later in life. I wantto encourage one to continue your great job, have a nice weekend!

    Reply

  238. I don’t even understand how I ended up here, however I assumed this submit used to be good.I don’t realize who you are however definitely you’re going to a well-known blogger shouldyou aren’t already. Cheers!

    Reply

  248. Heya i am for the primary time here. I came across this boardand I in finding It truly helpful & it helped me out a lot.I am hoping to provide one thing again and help otherslike you aided me.

    Reply

  251. เว็บไซต์ไหนที่ว่าดี เว็บไซต์ไหนที่ว่าเด็ด ผมลองมาหมดแล้วนะครับ ตอนนี้มาตกลงใจตรงนี้เลยครับ UFABET จะต้องสารภาพว่าระบบเค้าเจ๋งสุดแล้วที่ผมเล่นมากมาย ไม่กระตุกไม่ค้าง ฝากเงินอัตโนมัติ ยิ่งสะดวกเร็วทันใจ ที่สำคัญมีคณะทำงานคอยแนะนำ 1 วัน

    Reply

  264. This blog is no doubt educating additionally diverting. I have discovered a lot of helpful stuff out of this amazing blog. I ad love to come back over and over again. Cheers!

    Reply

  265. Aw, this was an incredibly good post. Taking the time and actual effortto create a top notch article… but what can I say… I hesitate a wholelot and don’t manage to get nearly anything done.

    Reply

  267. I do not even know the way I ended up here, however I believed this submit used to be good.I do not know who you’re however certainly you are going toa well-known blogger when you aren’t already. Cheers!

    Reply

  268. Normally I don’t learn article on blogs, however I wish to say that this write-up very pressured me totake a look at and do so! Your writing style has been amazed me.Thank you, quite nice post.Take a look at my blog post – pmp exam simulator (Lucas)

    Reply

  269. I really like your article. It’s evident that you have a lot knowledge on this topic. Your points are well made and relatable. Thanks for writing engaging and interesting material.

    Reply

  274. apartments for rent in marlborough ma rentberry scam ico 30m$ raised best dog breeds for apartments

    Reply

  275. I used to be suggested this blog by my cousin. I am not certain whether this post is written by means of him as no one else recognize such specified approximatelymy problem. You are incredible! Thanks!

    Reply

  278. Do you have a spam issue on this blog; I also am a blogger,and I was wondering your situation; many of us have created some nice procedures and we are looking to swap strategies with others, whynot shoot me an e-mail if interested.

    Reply

Leave a Reply

Your email address will not be published. Required fields are marked *

+ +