With YouTube you can create a targeted advertising campaign to drive sales and maximise ROI. Through YouTube you can target the audience you want, based on who they are, where they are and what they’re interested in.
YouTube ads have the potential to encourage new channel subscriptions, drive shares and give you opportunities to communicate with your customer. YouTube video ads are powered by Google AdWords, where you can manage your ads and check results. YouTube advertising is one of the more integrated forms of paid social advertising due to Google’s relationship with the platform. With multiple staff members passing the Google Video Advertising Certification exams, we are fully qualified to deliver exactly what you need to excel at YouTube advertising. Since it’s founding in February 2005, YouTube has gathered billions of users to the platform to discover and share videos.
With over 4 billion views every single day, YouTube is quickly becoming the new revenue stream for retailers to advertise and promote their products, along with other forms of social commerce including Facebook and Instagram. In the following post, we’ll take an in-depth look at the YouTube advertising space, how it impacts creators, users and advertisers and what the latest YouTube Advertising options are available to retailers.
It’s important to understand the relationship among the three components that make YouTube a successful channel for viewers, creators as well as advertisers.
Creators, come to YouTube to express themselves, share their creativity, and potentially make some money from it -if they can. It’s recommended that creators invest in growing their audience before monetizing their channel.
Before we dive into the specific advertising options and tools available for retailers, advertisers should familiarize themselves with the different types of ad formats frequently seen on YouTube. Location: Display ads appear to the right of the featured video and above the video suggestion list. Pro-Tip: This type of ad shows up next to video selected but it is a lower paying ad format than a TrueView ad. Ad Revenue: Creators get paid when a viewer clicks on the overlay to expand the full advertisement.
Location: TrueView skippable video ads allow viewers to skip ads after 5 seconds, if they choose. Ad Revenue: Creators get paid if a viewer watches 30 seconds or the entire video ad (whichever comes first). Shopping Ads on YouTube allows retailers to advertise their PLA ads on other YouTube videos. TrueView video ads allow advertisers to pay only when viewers choose to watch an ad, rather than when an impression is served. According to Google, “TrueView video ads can have actionable shopping cards embedded in them which provide an easy bridge to purchase for viewers. These ads can be targeted however you want and the data will be seen in the actual YouTube campaign itself.
Targeting Capabilities –  Advertisers can layer in additional targeting options such as demographic or geographic filters. Only Pay For Engagement - Advertisers will only pay when viewers choose to watch their ad—not by the impression. Reporting Metrics-  Advertisers can track their performance with YouTube Analytics so they know which of their ads is performing best.
There are 2 types of TrueView formats retailers can choose from including in-stream ads and in-display ads. Viewers see five seconds of the advertisement and then have the choice to keep watching or skip it. If they choose not to skip the video ad, the YouTube video view count will be incremented when the viewer watches 30 seconds of the video ad (or the duration if it’s shorter than 30 seconds) or engages with your video, whichever comes first.
TrueView in-stream ads can run on videos served on YouTube or on a collection of sites and apps in the Google Display Network (GDN). Video interactions can include clicks to visit a website, call-to-action overlays (CTAs), cards, and companion banners. Below is an example of TrueView in-stream ad featuring call-to-actions (CTAs) on a GoPro advertisement. CTA overlays are provided for TrueView in-stream ads. The CTA overlay appears as soon as the video starts playing, and then collapses to show just the thumbnail image after 15 seconds. On desktop browsers, viewers can hover to expand the CTA and on mobile browsers, viewers can click the thumbnail image or arrow to expand it.
According to Google, TrueView in-display ads can run across YouTube and Google Display Network. As seen in the example on the left, the ad consists of an image thumbnail and up to three lines of text but retailers should note, this is only one of the 6 options retailers can choose from for their in-display format. When a viewer clicks on the ad they are brought to the YouTube watch or channel page (rather than being able to watch the video within the ad itself).

In-display ads can also appear alongside other YouTube videos, in YouTube search pages, or on websites on the Google Display Network that match your target audience. In-display ads can appear in the home page of the Android and iOS YT App on days when the mobile video masthead is not sold. In-display ads can appear on the YouTube mobile search and watch pages as a promoted video in the top related video slot for high end devices. In your research you may have come across old blog posts indicating there are 3 types of TrueView Ad Formats including in-search. Even after the merge, retailers can still select to run their ads only on the YouTube Search network, if they choose so. To run ads on the YouTube Search network only, retailers can select YouTube Search as the only network in their Campaign Settings page. We know there’s a lot to digest when it comes to making choices between TrueView ad formats.
When to use this ad format: Use this format when you want your video ad to appear before, during, or after other videos on YouTube and the Display Network. Where the ads appear: TrueView in-stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network. When to use this ad format: Use this format to promote a video when people are searching on YouTube or browsing videos on YouTube and across the web.
A simpler, more unified AdWords that integrates TrueView video campaigns with Search Network and Display Network campaigns, enabling a more streamlined, consistent buying and reporting experience across all campaign types.
Powerful tools available for TrueView video campaigns, including bulk management solutions and reporting features in the video campaigns shared library. Advertisers now have access to an upgrade center where they can upgrade their AdWords for video account, including any or all of their existing TrueView video campaigns, to the new functionality. According to Google, if you also have Search and Display campaigns, your video campaigns and other campaign types will be unified in a single location in the left-hand sidebar of AdWords. Columns: Columns for video campaigns and other campaign types (if any) will be unified in a single view in the data table.
Filters: With advanced filtering tools, advertisers can filter your campaigns by data in any column and save that filter for later use. Segments: Advertisers will still have access to current segment types such as device, network, time, view type, click type, and conversions (if enabled). CPC Strategy is a retail-focused Search agency that uses a proprietary Search optimization process to drive conversions by matching inventory with consumer intent. Video is one of the most shareable types of content online, which is why it has become an integral part of brands’ marketing and advertising strategies. You might already be using YouTube as part of your content strategy, but before you dive in with advertising in mind, it’s important to know what’s being offered, as well as what’s expected of you.
There are several types of ads that can appear near your videos once you’ve enabled video monetization on your YouTube Channel.
One of the most common ad units is the TrueView in-stream ad, which gives viewers a choice and control over which advertisers’ messages they want to see and when. Another popular option is the InVideo ad, which is a transparent overlay ad that appears on the lower portion of your video.
And finally, display ads, or banners, run across all areas of the site except the homepage. The online retailer ModCloth created TrueView video ad campaigns with strong call-to-action overlays to increase brand engagement, find new customers, and drive sales. The toy company Rokenbok turned to YouTube ads to build relationships with a key demographic of viewers — families searching for construction and train-related videos on YouTube. In addition to success stories, YouTube provides countless resources for brands interested in advertising on its platform.
Sprout Social is an advanced, collaborative social media management platform for teams of all sizes. This, along with you only having to pay when someone chooses to watch your ad, helps to insure that you are not wasting money advertising to people who aren’t interested in your business.
According to YouTube, 25% of all YouTube views originate from a mobile device, and video ads can reach your audience no matter whether they’re using smartphones, or computers. We can help you harness this potential, and create a plan of action that is tailored to you. We can help set you targets that suit your company, and use YouTube’s Analytics tool to understand who’s watching and interacting with your ads and how we can optimise their potential. The YouTube paid search interface can actually be run directly from the Google Adwords interface meaning that it benefits from all of the accompanying functionality and a fully integrated analytics solution via Google Analytics.
Essentially it allows brand owners to show highly flexible display ads to users who are viewing specific YouTube videos. They also provide the eyeballs required to help creators, advertisers, and YouTube make money. As a creator, you can keep making great videos so viewers come back for more and make visiting your channel a habit.

If your audience is really engaged, and if they’re a demographic that brands really want to reach, advertisers may be willing to pay to run ads on channels creators make. For larger video players, this ad may also show up below the player. Display ads (or sometimes refered to as banners) may run across all areas of YouTube, except on the homepage. Because Overlay ads are a transparent advertisement that appears on the lower portion of your video, retailers should avoid having key information in the lower portion of their video where the overlap (indicated by the red box above) could occur. These ads are spaced within the video – similar to the way TV commercials roll out during a program. For example, if the midroll is a TrueView ad then users must watch at least 30 seconds of the ad or the entire advertisement (if it is less than 30 seconds in total).
Available across all devices, TrueView lets people watch ads they find interesting, and skip ads they find less relevant. The ad contains a thumbnail, headline, channel name and video view count. The top-ranked ad may also be repeated below the organic search results.
Below Google outlines the major differences between the two formats so retailers can make an educated decision when selecting their ad placement on YouTube. New columns for Conversions (if enabled), Google Analytics (if linked), and more will be available to advertisers.
Our focused suite of data-driven solutions helps retailers own bottom-of-the-funnel traffic. YouTube is the second largest search engine behind Google, and with more than 1 billion unique visitors each month, it’s a platform that should be on every advertiser’s radar. If you’ve ever spent time on YouTube, then you’re probably already familiar with some of these formats. Unlike TrueView in-stream ads, these must be watched in their entirety before the viewer can continue watching the selected content. These ads typically appear at the 15-second mark and can be closed by the viewer if desired.
They’re available as a 300×250 ad that appears to the right of the feature video and above the video suggestions list. Its average TrueView campaign had an 18 percent clickthrough rate and allowed the brand to reach even more customers at a ninth of the cost of its average search campaign.
As a result, the brand’s YouTube Channel received 7 million views and tripled its subscriber base in just a few months. In turn, the company was able to get families to learn about Rokenbok toys through fun and educational videos, as well as drive sales through its e-commerce site.
How would you like to get your brand and your marketing messages in front of just some of this audience? Plus it gives complete cost control, much like with any display based AdWords campaign, it can be run on a CPC or CPM basis, with specific budgetary caps and controls. Advertisers can target by a range of criteria, from traditional geographic and demographic, all the way to a video-by-video basis.
But, if it is a CPM-based ad, then the user must watch the entire ad regardless of how long is it. What this means is it eliminate the viewers who have already seen the ad or are not interested in the offer. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California.
Advertisers are only charged when the viewer watches 30 seconds of the ad or watches to the ad’s completion — whichever is shorter.
It’s important to note that while non-skippable in-stream ads might generate higher revenue than other ad formats, they also have a higher abandonment rate. InVideo ads generate “significantly” more revenue for partners, and can be enabled through the Monetization tab on your Video Manager page.
And in addition to driving awareness, the platform now supports app-install ads, making it a powerful promotional driver for your mobile app. Additionally, ModCloth was able to convert customers into brand ambassadors who submitted user-generated content to video contests. Additionally, RevZilla achieved revenue growth of more than 50 percent for the past three years.
As a result of its efforts, 50 percent of Rokenbok’s customers come from YouTube, which is now the number one source of traffic to its website. Additionally, you can read up on advanced advertising techniques for larger brands as well as YouTube’s advertising policies and guidelines. Advertisers can insert ad breaks at natural pauses throughout the YouTube video for the better, more streamlined viewing experience.

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