With over 2 billion users per month, it’s no wonder advertising on YouTube is a big deal. As you’d expect, YouTube has amazing targeting capabilities and a huge reach, making it a must for your ad dollars.

Because this is about the ‘basics’, we won’t go too deep into details. Without further ado, let’s begin with the different types of YouTube ads.

  1. Non-Skippable In-Stream Ads
  2. Skippable In-Stream Ads
  3. Non-Video Ads
  4. Video Discovery Ads

Non-Skippable In-Stream Ads
Over three quarters of YouTube users automatically skip ads. When you’re confident in your brand and need to get your name out there, non-skippable ads are the way to go. You’ll be charged per impression (CPM = per 1,000 views). Just make sure your creative is eye catching enough to keep your audience’s attention for 15 seconds.
*Bumper Ads are about half the length (6 seconds) and fall under Non-Skippable In-Stream Ads. You will also be charged per impression. They’ll show up at the beginning, middle, or end of the video and are ideal for reach and brand awareness campaigns.

Skippable In-Stream Ads
These ads will show before or during videos. However, unlike Non-Skippable ads (you guessed it) these ARE skippable after 5 seconds. You’ll only be charged once someone either watches at least 30 seconds or clicks on your ad. This could be great considering you don’t waste your ad dollars on people who skip the ad as soon as possible. Further, if you frontload your ad, you could even end up getting ‘free’ advertisement, as people will still see your name and logo in the 5 seconds before they skip.

Non-Video Ads
For those without video ads, YouTube offers Non-Video Ads in the form of Display Ads and In-Video Overlays. Display ads are the ones you see on the right sidebar. They are an image, text, and CTA linking to your site. In-Video Overlays ‘float’ on top of videos.

Discovery Ads
Very similar to the ads you see on Google when you search for something; these ads get served with organic search results. These are the ads you see on YouTube with a thumbnail and a few lines of text when you search something on YouTube. It’s good to know that Discovery Ads are a type of TrueView ad, meaning you only get charged when someone chooses to watch your ad!

Creating A YouTube Campaign

Create the Campaign
1. Choose your campaign goal – based on your marketing objectives
2. Select the type of campaign – display, video, etc.
3. If video, select your desired subtype
4. Name your campaign – make it something you’ll easily remember

Define Parameters
1. Select Bid Strategy – conversions, clicks, impressions
2. Add budget and run dates
3. Select placements for your ads – discovery, everywhere, display network
4. Audience and Language

Target Audience
Think of your target audience down to small details. This will ensure you don’t waste your ad dollars. Once you have the general idea of who you’re targeting, you can assign targeting for your ad. This includes demographics, interests and event remarketing options.

Lastly, just add a link and you’re ready to hit the ground running!

Need help with digital advertising? Contact us today to see what we can do for you. You do not have to be an existing client for Stade Marketing to manage your ads! We’ll place, monitor, optimize, and report on your ads for you – let us do the heavy lifting!