Nowadays, YouTube I one of the most stable and popular video platforms worldwide. Content creators can start their blogs or even whole business projects. YouTube is currently used for not just entertainment but business promotion as well. In this article, we will discuss the top nuances of the YouTube Ads system in 2024.
Since the very first video was published on YouTube in April 2005, it has been a platform where users got entertained, educated, and just informed about the news around the globe. On this video service, people can find content of any possible genre in any language. But of course, to see the real scale of YouTube popularity among users let us read the statistics worldwide.
The key statistical data about YouTube
According to the Global Overview Report, YouTube is the second-most used social media platform in 2022. Talking about the popularity of the platform among users worldwide in 2021, around 81% of Internet users have used YouTube, as Statista resource reports. Users from over 100 countries have full access to the YouTube platform, as YouTube informs itself.
Considering the mobile use of the platform, Android users spend around 23.7 hours on the YouTube app monthly, according to the Digital 2022: Global Overview Report.
Guide to YouTube algorithm in 2024
YouTube algorithm is the key factor for any promotional campaign in 2022. By the way, every possible social media platform has its own particularities and special algorithm restrictions that are used by marketers and content makers as well.
Some statistical facts prove the algorithm’s importance on YouTube:
- According to the Pew Research Center, 81% of American YouTube users watch videos suggested by the algorithm.
- CNET reports that 70% of the time users watch videos recommended by the platform itself.
This data tells itself, the algorithm can push the video to the top and or vice versa down. So let us get deep into the YouTube algorithm rules nuances in 2024.
First of all, it is essential to understand what the YouTube algorithm basically is. This definitely could be described as the system that finds and recommend a video to the user based on his/her interests and activity on the platform. It is also notable to understand that the algorithm on YouTube has been always updated because of the general trends and users’ preferences in content as well. The only will of the developers and the company itself is to make the platform even more popular to use.
As was mentioned above, the algorithm system has changed quite a lot. But the most essential fact here is what can make an algorithm work for video positively. So here are 5 tips on using the algorithm in the right way:
- Be attentive to the video description;
- Be consistent with the content;
- Optimize your Title and Thumbnail;
- Keep your audience active and interested;
- Relevancy is the key.
Google also provides more tips for YouTube Ads strategies in the video at the link https://www.thinkwithgoogle.com/intl/en-154/marketing-strategies/video/viewer-attention-for-youtube-ads/
YouTube Advertising in 2024 – How to use it for the business?
As was already concluded above, the popularity of YouTube is undeniable. This video platform has become not just a favorite social media platform for users, but also one of the top sources to launch a promotion campaign. So here are more reasons to start ads on YouTube in 2022:
Brand awareness increase
One of the main benefits of the ads on YouTube compared to other social media platforms is that user has to watch one or even several promo videos to reach the needed content. It is an obligate option for the free YouTube subscription plan.
Remarketing
The visualized format of the ads is more remarkable for the users. The bright and high-qualified video is more attractive than the text or even the banner for the users. Moreover, even if users already know your brand, the video promotion gets them to remember the company faster. But on the other hand, some of the niches are not allowed to be visualized on YouTube Ads, for instance, healthcare and bankruptcy.
Marketing aesthetic products
If the company offers a good-looking product, the video promotion on YouTube is a perfect way to retain the new customer for just a great shape.
Types of YouTube Ads
There are 5 types of YouTube ads nowadays, so let us review all of them in detail.
In-stream
This video ad may pop up before, during, or after other videos on YouTube. Some of the promotion videos may be skipped after five seconds, but some of them are not. Moreover, such video promos are frequently streamed on Google-partnered platforms – the Google Display Network.
Furthermore, this type of ad is divided into two types as well:
- Skippable
This type may be also known as “TrueView ads” – the standard advertising format on YouTube. The average duration of such a promo video is from 12 seconds to 6 minutes. And the main peculiarity is an option to skip the video. There is also a dominant benefit of the skippable video ads for the brands – the budget is only wasted on the interested viewers. There are no unjustified expenses for the company, which is a good advantage.
- Non-skippable
The duration of the non-skippable video ads on YouTube depends on the regional factor. Averagely, it may be a maximum of 15-20 seconds. Unlike the skippable type, this type of video ad charges the brand based on its target CPM, talking more specifically, every thousand times the ad is shown.
Bumper
Such a video ad on YouTube lasts no more than 6 seconds. Users are also prevented from skipping videos. Speaking of payment terms, the company also pays for every thousand impressions.
Many marketers suggest using this type of ad as a standalone promotional campaign, but Google also recommends pairing splash screens with longer in-stream ads.
One of the biggest challenges advertisers face is short video length, which forces marketers to produce more creative content.
In-feed video ads
This advertising option is suitable for those brands who want to gently and unobtrusively advertise their product. The user can also easily recognize this video as an advertisement because of the yellow “Ad” icon.
Also, this promo video does not interfere with users when viewing the main content on YouTube.
This type of video appears below search results or in the home feed.
If a brand intends to find the most engaged customer who is ready to interact, the in-feed video ads are perfect. Unlike previous ad types, the users have to click on it if they are really interested.
Masthead ads
Masthead ads are a type of advertising on YouTube, similar to billboards in real life. They appear at the top of the YouTube home page. They automatically play silently for 24 hours.
It is also important to note that this type of advertising is most suitable for brands with a large promotional budget. Minimum spending starts at $300 000 per day.
Outstream
Outstream ads are intended only for mobile devices and applications that are partners with Google. Users also have the option to skip this video even though it plays automatically.
You can also find a detailed guide to all YouTube ad formats in the YouTube Help created by Google.
How to start YouTube ads?
It is essentially important to identify the main focus for the brand’s promotion campaign. It might be awareness, consideration, or conversion. After you decide what to focus on, there are a few steps required to do.
1. Create a new campaign
You can start a New Campaign through the Google Ads manager. To start YouTube video ads, you must click “Video”, while choosing the campaign type.
2. Choose your campaign subtype
The next step is the promotion campaign subtype, and this decision depends on the main goal for your ad objective and format.
3. Set your bid strategy
After the subtype is chosen, you will have to choose the strategy. It might be two or more options including Maximum CPV (cost per view) or Target CPM (cost per thousand impressions).
4. Choose your network
Choose the network that would perfectly match your product or niche.
5. Select your content exclusion
Content exclusion is another essential factor for the ad effect and success. You have an option to choose Expanded inventory, which means that your ads will be streamed on every possible placement on the website. Some options imply the exact placements, just choose the needed one for your brand.
6. Add related video
This step may significantly affect the general engagement of the audience.
7. Set your targeting
YouTube provides an incredibly large library of targeting options in Google Ads. You can generate each type of audience by age, location, language, interest, etc.
8. Create your ad
This is probably one of the hardest parts of the process. Depending on the video ads type and many other criteria, marketers must provide the most effective ads that would retain new potential customers.
9. Set your bid
The bid is one of the latest steps before your ads would be officially launched on YouTube. For instance, you can choose the Max CPV bid of $0.05 to $0.10.
10. Measure your success
Remember the main goal of your promotion campaign is to identify if it is successful or not in the further. Be attentive to the analytics provided by YouTube and marketers, such reports light everything up.
