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Adwords and YouTube: reach a billion people

Fabio Ferretti

A few months ago YouTube, the popular service from the giant Google where to search, watch and share videos, announced in its blog that it had reached one billion unique viewers per month.

This, in practical terms, means that every month 14.7 percent of the world’s population watches at least one video.

These data are useful for making two preliminary considerations:

  1. video is an engaging and powerful tool for communicating one’s message and reaching a wide audience of people; it creates empathy and is, often, more illustrative than many speeches;
  2. the YouTube platform becomes a decidedly palatable stage for promoting one’s company, services and products effectively and directly.

To fully exploit the power of the video format for its business YouTube had provided ads.youtube.com, whose service was later acquired by Adwords.

Adwords for video: tips for effective ads that convert

The operation of this tool follows the same settings and opportunities that Adwords offers its clients; the mechanism is still the same, therefore: you pay only for the ads actually seen by users ( moving from CPC to CPV) and you can choose the target to which to direct your advertising. At the same time, the possibility was also introduced for those who upload their own videos, to host an ad at the beginning joining the AdSense circuit. To start an Adwords campaign with video ads, after linking our Adwords account with our YouTube account and once we have set up the general outlines of the campaign, we are going to create a spot that will be viewed only by the audience we intend to target and defined through a specific targeting study. The ideal viewer can be identified using topic, keyword or demographic targeting, just as with text or illustrated ads.

Create your own commercial and advertise it with AdWords

Let’s quickly see what tools are made available for the creation of ads and what are the main types of ads present referring the insights to the Adwords Guide that deals with these topics. In relation to the Marketing goals we have set, it is possible to choose whether to use the Display Ad Generator, selecting one of the various video formats-not all are supported by Youtube-that is, Adwords for video according to the ad format chosen and the pricing model: Cost Per Thousand Impressions (CPM), Cost Per Click (CPC), Cost Per View (CPV). As anticipated, you can choose from multiple available formats; specifically from:

Creating an effective video that engages and generates conversions is a marketing, creative and production process that involves several professionals, and although there are specific peculiarities to be respected depending on the objectives, media, audience and preferred format, we can enucleate some general best practices to adhere to:

TrueView video format and CPV

Probably one of the favorite and most widely used tools among advertisers is the Video TrueView format available with Adwords for video, which allows them to reach a targeted audience and pay only when the ad is actually viewed by the user; in essence, only people who are truly engaged and who choose to view the ad are reached. it is now a well-established fact that nine out of ten people prefer the non-mandatory ad, precisely because of the ability to “choose” whether or not to continue watching an ad.

This format has significant advantages for both the viewer:

…both for the advertiser:

Remarketing for YouTube, how to boost a video campaign

Video remarketing allows you to have your ads displayed not only to people who belong to a highly specific target audience, but who have previously interacted with your videos or YouTube channel and who, for these reasons, are potentially interested in your message and content. As with remarketing campaigns in general, the advantage of this system lies in its extreme flexibility and customizability: the ability to create specific lists of people to whom you want your ad to be displayed from a set of people who have already interacted in some form with our company means that you can best optimize your investment. Within Adwords for video, it is possible to generate lists for video remarketing to reach viewers who have performed one or more of the following actions:

How to implement a video remarketing campaign: the case of Reverse Path Marketing

A remarketing campaign, as mentioned so far, is an extremely effective tool for reaching a specific audience that has already interacted with our business in some way. As far as video is concerned, we can compile a remarketing list by choosing from several possible options

In this way you can choose to have your Channel or specific videos redisplayed, for example, only to those people who have commented on videos on your YouTube channel, and so on.
Also if you are already using remarketing for display campaigns you can create dynamic combination lists to optimize your results and generate more conversions:

Adwords, therefore, is a system from which a good and complete web marketing campaign often cannot be separated. It offers a really wide range of proposals to allow all advertisers to better create and manage their campaigns (textual, illustrated and video); in this specific case, it is an opportunity to boost one’s presence on YouTube and parallalemante increase likes and shares on social networks. From the advertiser’s point of view, the ability to customize ads and optimize them, according to their needs and means, so as to get the best possible placement means seeing their chances of success expand.
In any case, Adwords is a very “delicate” tool that, if not set up in the right way becomes unproductive and really expensive for the wallet. Therefore, always pay the utmost attention or rely on professionals.

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