Xiao Wei says the ad brand has to know about YouTube ads

Follow and mark starsVijo Wezonet

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In recent years, more and more companies have become involved in making videos, and YouTube video ads are becoming increasingly important.

Vitrona advertisers are curious to cast YouTube ads, and the conversion on the site has increased almost immediately from 7% to 22%. So today Xiao Wei said a YouTube ad:

Why YouTube ads matter

First, YouTube has a lot of advertising resources available, so it's easier for marketers and businesses to get placements.

Second, YouTube users are very sticky. In 2015, 18-49-year-olds spent 4 percent less time watching TV than the previous year, while watching YouTube videos increased 74 percent. This year, YouTube reported that its 1.9 million active users collectively watch more than 1 billion minutes of video every day.

YouTube viewers frequently use YouTube as a search engine, with an average viewing time of 40 minutes, and are highly likely to connect with the right audience. Imagine that the people involved are asking for help and finding your YouTube content. You immediately have the opportunity to create the first brand experience of The Bull.

Finally, despite these positives, only one in ten brands actually uses YouTube ads. So while advertising inventory is much larger, competitors are cheaper.

The difference between YouTube viewers and Facebook viewers

What's the difference between YouTube ads and Facebook ads? This has a lot to do with the main differences in how people use Facebook and YouTube.

When it comes to Facebook, the audience is a casual mindset. The average person picks up the phone, looks at the notifications, and scrolls to see what's going on instead of buying or learning things. Advertising can greatly disrupt the experience.

YouTubers don't usually socialize on the platform. About 53% of users are there to find their favorite things, such as hobbies or favorite videos. Most users come to YouTube to learn to do something or buy something.

They usually look for something specific and are ready to sit down and put time into the audience for a highly focused audience. In this case, if your audience is targeted correctly, you can show them what they're already searching for.

Two types of YouTube ads

YouTube TrueView ads in two formats.

YouTube Discover ads appear at the top of search results when users search for keywords included in targeting. Advertisers pay for such ads whenever someone clicks on them, even if they click almost immediately.

These ads don't usually provide the same results as other types of video ads, but if you use them to remarket to site visitors, they can strengthen branding.

YouTube, on the other hand, plug-in ads play before a user clicks.

Interstitial campaigns offer huge potential reach, paying you only 30 seconds for a person clicking on an ad or watching an ad, or during an ad period (if the ad is less than 30 seconds).

How to reach a target audience with YouTube ads

A powerful YouTube targeting strategy starts with understanding what customers will enter in the search. This allows you to target search phrases used by your audience to find something similar to yours.

Before you advertise, create a list of all keywords collected from different locations on your site, and use Google Analytics to find the keywords and search phrases people use to find your site. But it's worth noting that YouTube users are less likely to use the same search phrases they use when using Google's search engine.

People usually search Google for specific long-tail keywords. However, on YouTube, users typically search for generic keywords, view the suggestions displayed, and then click on the videos they're interested in.

Even if they search for a specific phrase, they are less likely to return to the search bar and instead continue to watch other recommended videos.

To accommodate this user behavior, it's a good idea for marketers to create a list of key phrases they think their audience is using, and then enter the search bar to see what pops up in the autofill suggestions.

You can use these results to determine the list of keywords you want to target. It doesn't matter if the suggestion is not a complete sentence or grammatical correct; If this is an autofill suggestion, people click on it. These results give you another ad placement.

How to create highly converted YouTube ads

Finally, there are seven steps to creating high conversion video ads.

1. Objectives:Focus on what your audience wants to know so you can create content that is as relevant to them as possible. Ideally, you should be able to identify the customer's motivation and ensure that their needs are addressed within the first 5 seconds of the video. For example, if you know what their search terms are, try including them in the first part of your video ad.

2. Difficulty:We know people need help, so they search for content on YouTube. If you search for "how to change a car tire," it's because you don't know how to change the tires yourself. Solve problems that audiences have difficulty solving or solve them in ways that make sense to them, and connect with them. Use your customers' pain points and struggles here and don't be afraid to address their concerns.

3. Understanding:You need to focus on emotional understanding and show the audience that you know exactly how they feel. If their pain points make them feel anxious, excited, scared, or angry, let them know why they feel this way. Empathy can build relationships and build trust between you and the audience.

You should cover the first three points in the first 15 seconds of a video ad

Credibility:At this stage, show people that you're not just where they are, but that you can provide solutions. Even if it's just a sentence or two, it's enough to explain why you're an authority and why they can trust you while letting them know how to help them.

Action plan:Use this section of the video to highlight valuable information that users are looking for in their search. Provide them with actionable information in an easy-to-digest manner. Ideally, break things down into small pieces and make the task of handling information look easy. To illustrate, instead of proposing a complete 27-step solution, the 27 steps are divided into three total blocks.

Education:Take 30 seconds to give your audience something useful that you won't find in other videos; separate valuable things from one step of a three-step plan and share them. This gives your viewer reason to contact us for more details about the other steps in the plan.

7. Exit:Ideally, everything you've done so far will result in this part of the video. Include a CTA that tells your viewer what's next. You can direct them to longer YouTube videos on your site, full content, or have them fill out quick lead forms on your target page. Guide them through the next steps and explain how the action will benefit them.

It is recommended that each video ad be scheduled at 90 seconds or less, but 20 seconds is the best time.


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