October 2, 2018

YouTube Ads: A complete guide for beginners!

YouTube ads is the most preferred video advertising platform and the second most utilized search engine across the globe. The second largest social media platform was founded in the year 2005 and in 2006, it was acquired by Google, the leading search engine who’s celebrating its 20-year journey.

The acquisition was an eye-popping for most of the giants due to its amount of $1.65 billion, but now everything has changed.

The well-known and most interactive YouTube Ads platform for Millennials who used to spend almost 6-8 hour or more per day, also has more than 3 billion searches per month and 1 billion unique visitors.

According to the stats, everyday around 1 billion hours of YouTube videos viewed globally, by 1.5 billion registered YouTube users. That’s the impact of mobile rendering, which is adapted by Google last year.


Take a look at the infographics created by Filmora team, here:

Many guys around the globe think that YouTube is just a video platform, where they can search for videos, upload their own to get views, and more, they can earn some amount with that. But in reality, it can be used as an ads platform.

Yes, YouTube is an Ad Platform!

YouTube has already changed the scenario of marketing for brands, why?

Just because it is a great alternative to TV ads, which usually cost around $100,000 for a 30-second video. Moreover, it has billions of users, versatile content, better reach to potential buyers, & direct pitch.

YouTube Advertising Platform can give you an endless array of opportunities with different ad formats, display methods, and budgeted options. The Advertising platform looks simple at first sight, but when you look under the hood, you will find it as simple as Google’s search algorithms……

Don’t be overconfident, you can be stuck or lose your bucks without gaining much. So, keep your eyes open while going to promote your video content on YouTube. This YouTube Ads guide will help you to understand the ad formats, their setup, placement, requirement, and improvement ways. Keep your buckles tight as you might need to concentrate more.

Let’s begin YouTube Advertising Guide through exploring YouTube Advertising Platform.

YouTube Ads Platform

YouTube has launched a separate landing for video advertisers to make them more comfortable. Although, when you move further with sign up process, you will be redirected back to the Google Ads, where you can choose your ad objective and perform other operation to place your video campaign.

On their landing, they have provided everything that you need to know like how it works, making a video ad, running a video ad, pricing, success stories and YouTube guides on different topics. Even, they are ready to set up your ads freely, if you are willing to spend $10/day. Are You? If yes, then just call them.

Or if you have your video ready, just click here to set up one for your business.


YouTube has a variety in their video content and continuously trimming unimpressive content, along with that, they are improvising their terms, privacy policy, and submission guidelines. So, keep your video content free from misleading behaviour, nudity, spamming, violence, and illegal act to meet with their guidelines.

Let’s move to the available ad formats on YouTube Ads Platform.

YouTube Ads Format

YouTube Ads Platform has the combination of In-Stream and Display Ads, due to its connection with Google. So, before going to indulge in advertising, first, make clear the difference between available ad formats. Here, we go!

There are almost six types of YouTube Ad format available:

01. Skippable Video Ads aka TrueView Ads

TrueView Ads are one of the most preferable and recommended ways of video advertising for brand engagement. Brands who used such ads witnessed an increase in interaction up to 500% (source).

Although, these are the safest type of ad as you have to only pay once 30 seconds of video watched, but those ads can be skipped after 5 seconds. So, keep those five seconds worth for the user as well as for the brand.


TrueView or Skippable Ads come in two different formats, In-Stream Ads and Discovery Ads.

  • Ad location: YouTube videos, apps, games, videos on Google’s Display Network
  • Video length: 3 minutes, max (> 30 seconds recommended)
  • Clicks go to: Your website
  • Ad location: YouTube videos & search results (including mobile), YouTube app homepage, “related videos,” and video overlays
  • Video length: No limit!
  • Headline: 25 characters max
  • Clicks go to: your website (overlay banner) or your video (video thumbnail)
Those skippable ads can be optimized in two ways – Cost Per Action (CPA) and Cost Per Mille (CPM). Which means now, you can get more reach, more impressions, and better conversions as well. By the way, Google recently (in April 2018) added CPM in TrueView Ads, which saves your several bucks because you have to pay for per 1000 views of your ad.

02. Non-Skippable Video Ads

One of the most hated advertisement types by the users, as they can appear anywhere in between their video and they have no right to skip them, but on other hand, they are quite adaptive for brands as users have to view their ad.

But Google and YouTube work for users, that’s why Google killed off the 30 seconds or more non-skippable video ads. Although, brands can still run 15-20 second video ads, which will be optimized on CPM method.

03. Bumper YouTube Ads

Technically, they are non-skippable ads, but irrelatively, they are preferable and recommended by users as they last for six seconds only.

Bumper Ads are optimized on the CPM basis, where you have to pay for per 1000 views and they are best suited for mobile audience due to their short length. But their short length is the major challenge as you have to convey your convincing message in that limited time.

04. Overlay YouTube Ads

They are basically banner advertisements, and as the name stated, they used to appear at the bottom of the relevant video. They can be text ads or image banners; the choice is yours.

These kinds of advertisement optimized on a CPA basis, where you have to pay for per action or click. Note that the overlay advertisements are only available for reservation sponsorship campaigns, so if you are running one for your brand, you can choose overlay ads on partner videos.

For more details, you can go here: In-video Overlay Ads help guide by Google.

05. Display YouTube Ads

Another form of YouTube Advertisements that allows you to promote your content directly to the right audience. Although Display ads aren’t a base part of YouTube Ads, they used to come with Google Ads Platform known as Google AdWords.

Google Ads Platform used Display Ads to advertise your content on Google’s display partners including YouTube. You can use this to show your advertisement above the suggested video list on the right side of YouTube.

06. Sponsored Cards

Sponsored cards are basically small sized informational icons that used to expand on hover or click. They are effective to showcase information, products, or action buttons on the relative videos and if user interested they can click on it.
It keeps the user experience stable and appears as a CTA pop-up on YouTube videos to highlight your information.

15-Steps YouTube Ads Campaign Creation Guide

Hope, you get the types of advertisements that you can create with YouTube Advertising Platform. But before going to start a meaningful YouTube ads campaign, you have to upload your commercial video on your YouTube Channel.

If you haven’t created a commercial video yet, do it first as YouTube asks you to choose a video from the platform. After adding video content on your channel, you have to:

  • 01. Sign in to YouTube Advertising Platform or Google AdWords
  • 02. Click Campaigns on the main toolbar.
  • 03. Click the +Campaign button, then New campaign.
  • 04. Select Video as your campaign type.
  • 05. Establish your campaign goal and subtype.
  • 06. Name your campaign.
  • 07. Enter your budget.
  • 08. Enter the locations and networks where you want your ad to appear, as well as the locations and networks you’d like to exclude.
  • 09. Enter your target audience’s language.
  • 10. Name your ad group.
  • 11. Establish your bid amounts.
  • 12. Select audiences for targeting.
  • 13. Select the YouTube video you’ve uploaded for this campaign.
  • 14. Select your ad format (In-Stream, Bumper or Display).
  • 15. Click Save and Continue.
If you have reached the last step and completed it without any doubt, this means you have successfully setup your video campaign. Still, if you need any help, you can go through with the Google help guide, here!
Also check out the requirement specifications standardized by Google for video YouTube ads by going through the help link, here!

Guide to make your YouTube Ads Adaptable & Performing

Although, understanding and implementing a recommendable ad format isn’t an easy task, but the most important thing is to know “how to improvise an ad to get more results”. Here, we are revealing 5 best practices that will help you to understand the market, user behaviour, and help you to improve your ad performance.

01. Produce Appealing Video Content

Successful campaign always requires an appealing content that itself interact with potential users, explain their doubts, and help them to idealize their benefit.
That’s the reason behind the success of “how to” videos on YouTube. According to the stats, around 91% of users watched explanation videos on YouTube to learn about the product and around 78% from those numbers convert into a buyer.

02. Try to Engage with Playlist or End Slate

User engagement is the key to your YouTube channel success and adding an end slate with social links and subscribe-call to action, can increase their engagement and help you to get more subscribers.
Even you can add a curated list of other videos from your channel that will be a great way to promote your channel and provide more reasons for engagement to a user.

03. Add Relevant Title & Custom Thumbnail Image

Uploading a video isn’t enough to get more interactions, views, and sharing. You have to add relevant title, description and keyword in it to make it searchable in world’s second largest search engine, where almost 1 billion searches performed on a daily basis.
Along with a relevant title, you also have to add a custom thumbnail to your video. As graphic appeals more than a text and help you get more response from the right audience.

04. Identify low performing placements & post regularly

Google AdWords allows you to track your ad placement through “Video Targeting > Placements > Where ads were shown”. By tracking ad placement, you can easily review which channel performs better and which is not.
After a go through review, just exclude low performing placements by increasing your average CPV. Moreover that, you have to be a regular publisher in your YouTube channel to make it a brand and keep your user engage.

05. Increase audience reach through target Ads

YouTube is a great tool to advertise your content to around 1.5 billion users worldwide, but spreading your YouTube ads to a larger amount of audience may cause more investment than conversion and ruin your efforts.

Get rid-off to it by compacting your audience through implementing target filters into your advertisements. Target filters will help you to find out right audience, which enhances your ad performance, improves response, and provide you better results.

Here are the basic target filters, you can adapt for your video campaign:

  • Demographic Group (Age, Gender, Identity, Income Status, etc.)
  • Interests
  • Affinity Audience
  • Custom Affinity Audience
  • Life Events
  • In-market Audience
  • Video Remarketing
  • Placement Targeting
  • Topics
  • Keyword Targeting
Each filter has a different target algorithm and can help you to enhance your results through idealizing right audience for your advertisement. For Example: if you are an event planner and want to run video ads, then you compact your reach by implementing interest filter, Placement targeting, and keyword targeting.

YouTube Ads will be a future tending approach!

YouTube will lead the advertising market in the coming future, as the numbers of users rapidly growing and according to the stats, there will be around 1.86 billion estimated users by 2021. Moreover that, business entities experiencing better response from YouTube ads.

If you are looking for an expressive video to introduce a product or to promote your company, Keep in touch with the experts!
Not in just numbers, but YouTube is also improving its features to encourage global advertisers. As an improvement, YouTube lets advertisers target their audience through their search preferences. This feature will help business entities to target right audience. So, it’s a time to keep the video in your business marketing and grow in the coming years.

Wrapping Words.

YouTube, a 13-year-old platform has around 1.5 billion global audiences and a library with more than billions of video content. This second largest search engine also obliging business entities with advertisement feature, where they can target their potential audience directly.

With multiple ad formats, target filters, and better response rate, YouTube Advertising Platform is a “must have” tool for Digital Marketing Geeks and in coming future, organizations should consider video promotions more than text.

Here, we have curated different aspects of YouTube Ads including the complete details about Ad Formats, campaign setup, best practices, and future scope. Keep this guide with you and follow the instruction before going for a live action.


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