YouTube Ads: How Your Campaigns on the Video Platform Can Become Successful

1. There are many target groups on YouTube.
2. Get an initial overview with Find My Audience
3. These are the different YouTube ad formats
4. These are the different campaign sub-types for YouTube Ads
5. Tips for budget planning for your YouTube Ads
6. Ad Specifications for YouTube Ads
7. Setting up the YouTube campaign in 9 steps
8. Optimization and evaluation of your YouTube campaign
9. Best Practices for Video Ads
10. 3 examples of good YouTube Ads
11. Creating Successful Content with Google Asset Library
12. Conclusion

Video content is the key to success - that's not new in online marketing. But what about search engine marketing? Even though videos may not seem as important here at first glance, YouTube campaigns can drive your performance forward. Find out what budget you should plan for, how to reach your target group and what the optimal video for YouTube Ads looks like in this article.

There are many target groups on YouTube.

Ask yourself from the start who you want to reach with your YouTube advertising. The platform attracts users of all age groups and interests. According to YouTube's own statements, more than two billion users are active on the video platform every month. Can't find your target group here? Unlikely. But from these two billion users, you need to filter out those who are really relevant to you.

Basically, the targeting options for YouTube campaigns can be divided into remarketing and awareness. As you may already be familiar from other Google Ads campaign types, you can use various sources for Retargeting Audiences, such as your website data or even First Party Data (customer data) from CRM tools like Criteo. Based on the retargeting lists, Google automatically creates so-called similar target groups, which in turn are helpful for initial contact.

Source: Google Ads

Get an initial overview with Find My Audience

Due to the high number of users, YouTube is a great platform to reach new target groups and generate reach. Instead of impersonal mass messaging, your targeting should go beyond demographic and residential data. With YouTube's tool, Find My Audience for example, you get recommendations for segments with ready-to-buy target groups and segments with common interests - tailored to the industry relevant to you. The tool is especially suited for a first overview of possible target groups or to complete your own ideas.

Source: Google Find My Audience

In addition to Google's target groups, you still have the option to create custom target groups (Custom Intent). Since YouTube is a Google product, when creating custom target groups, we recommend using the option 'people who used this term in the Google search'. Store your top keywords or selected brand terms here to define your individual target groups.

Tip: we advise against the rule of thumb 'the more, the better' when creating custom target groups. A high number of stored keywords means you enlarge your target group, but also increase the chance of scatter loss.

Source: Google Ads

These are the different YouTube ad formats

Unlike search campaigns, there are own campaign sub-types for serving on YouTube. All have a specific focus that makes it easier for you to choose the right ad format. But what ad formats are generally possible? Here is an overview of all available variants:

Skippable in-stream ads

• Shown before, during or after YouTube videos
• Can be longer than 15 seconds
• Important: The ad can be skipped after five seconds.
• Billing occurs when users watch the ad for at least 30 seconds or until the end
• The ads are played out on YouTube playback pages as well as on websites and in apps from Google video partners

Non-skippable in-stream ads

• Shown before, during or after YouTube videos
• The complete video message is conveyed
• May be a maximum of 15 seconds long
• Billing is done per CPM (by impression)
• The ads are played out on YouTube playback pages as well as on websites and in apps from Google video partners

In-feed video ads

• Shown when users are searching for new content on YouTube
• Are well-suited to reach new users and spark their interest
• Consist of the video thumbnail and little text
• There is no restriction on video length
• Billing occurs per click on the thumbnail
• Played out alongside similar YouTube videos, as part of YouTube search results or on the YouTube Mobile homepage

Bumper ads

• Shown before, during or after YouTube videos
• Users cannot skip the ads
• Suitable for short, memorable messages
• May be a maximum of six seconds long
• Billing is done per CPM (by impression)
• Played out in YouTube videos as well as on websites and in apps from Google video partners

Outstream ads

• Played without sound at first
• Target group is mobile users
• There is no restriction on video length
• Billing is done per visible CPM (impression), i.e., the ad must have been seen for at least two seconds
• Played exclusively mobile and only on websites and in Google video partner apps

Masthead ads

• Placement is done via media placement
• A large target group can be reached within a short time, but the placement is linked to a high budget commitment
• Billing is done at a fixed CPM via YouTube Reservation
• Played out on desktop, mobile, or TV devices

These are the different campaign sub-types for YouTube Ads

In the Google Ads interface, when creating a new campaign, you will be asked about your campaign goal. Depending on your selection, only suitable campaign sub-types will be presented to you. Only for the goals 'app advertising' and 'local store visits' Google Ads does not yet have own YouTube formats. Here is an overview of the campaign sub-types and their special features:

Source: Google Ads

Targeted Frequency

• Goal: Increase brand awareness and reach
• Ad formats: skippable in-stream ad, non-skippable in-stream and bumper ads
• Bidding strategy: Frequency (between 2 and 5)
• Special feature: A target value for weekly frequency is set. Viewers are meant to be addressed multiple times using this campaign sub-type, e.g., to increase playback times

In-Stream (Non-skippable)

• Goal: Present complete message of the video
• Ad format: non-skippable in-stream ads (maximum 15-second long video)
• Bidding strategy: Target-CPM

Efficient Reach

• Goal: Increase brand awareness and reach
• Ad format: skippable in-stream and bumper ads
• Bidding strategy: Target-CPM
• Special feature: reach more individual users at the lowest possible cost

Tip: For skippable in-stream ads, Google recommends a maximum length of 30 seconds

More Conversions

• Goal: Encourage interaction
• Ad formats: skippable in-stream ads and in-feed ads
• Bidding strategies: Target-CPA, Maximizing Conversions, Maximizing Conversion Value or Target-ROAS
• formerly 'TrueView for Action'

Tip: Use 'Maximize Conversions' for short-term ad campaigns or seasonal topics and the target bidding strategies if you already have experience with YouTube

Ad sequence

• Goal: Increase awareness of a product or service
• Ad formats: In-stream ads, non-skippable in-stream ads, and bumper ads
• Bidding strategy: Target-CPM (recommended), maximum CPV (only for skippable in-stream ads)
• Special feature: The ads are presented in a certain order, i.e., only users who have seen Sequence 1 are shown Sequence 2, etc

In addition to the common campaign sub-types, there are also the following special forms:

Custom Campaign

• Goal: Design campaign individually according to own goals
• Ad formats: In-stream ads, bumper ads and in-feed ads

Audio campaign

• Goal: Increase brand awareness and reach
• Ad formats: maximum 15-second videos
• Bidding strategy: tCPM
• Special feature: Focus is on sound track, not video, i.e., even still images or simple animations are suitable for this ad format

In recent years, there have been many changes in the area of video campaigns in Google Ads. The current development is moving towards responsive formats, like you already know from search ads (Responsive Search Ads) or display ads (Responsive Display Ads). This way, various video ad formats can be stored in one campaign. The algorithm gets the opportunity to serve the appropriate advertising format for all users.

Tips for budget planning for your YouTube Ads

An important point when planning a video campaign is the budget. YouTube campaigns start higher up in the conversion funnel, i.e., they tend to require more budget than search campaigns, as a broader target group without a concrete need is addressed. However, the blanket statement 'YouTube advertising is expensive' does not necessarily apply. Because there are some differences within YouTube Ads.

When planning your budget, you should consider the following factors that influence the scope and thus the budget needs of your campaign:

1. Campaign Duration

YouTube campaigns usually serve either as long-term measures that support existing Google Ads campaigns, or as short-term measures that accompany a time-limited action (e.g., sale or product launch).

In the case of short-term measures, the algorithm does not have much time to optimize the campaign delivery and collect data. Therefore, the rule here is: set daily budgets rather high. At least a campaign duration of two to four weeks should be planned.

Long-term measures are not intended to cause peaks in demand or reach, but e.g., to secure a steady influx of new customers. For campaigns without a specific end date or with a long duration, daily budgets can generally be lower than for pinpoint campaigns.

2. Campaign Goal

In addition to the duration of a YouTube campaign, its goal is also decisive for budget planning. Here, we can broadly distinguish again between the goals 'reach' and 'efficiency'.

Efficiency-based campaigns focus e.g., on conversions or a target CPA. According to Google's recommendation, at least 15 times the set target CPA should be planned as a daily budget when using the 'Target CPA' bidding strategy. With the 'Maximize Conversions' strategy, the daily budget should be at least ten times as high as the expected video CPA.

But what if you haven't run a video campaign yet and lack the comparative figures to set a target CPA? The following thumb rule will help you determine the optimal daily budget for a campaign with a conversion focus:

current CPA of non-brand search x 2.5 x 10

In reality, daily budgets can also be below Google's recommendations. However, keep in mind that the campaign is thus not optimally set up. This can lead to the learning time of the campaign being extended or the desired results being completely absent, the further you deviate from best practice.

For budget planning of reach-based campaigns, it's best to use the Google Ads Reach Planner. You can find information on this at the end of this chapter.

3. Number of Creatives

In theory, it is sufficient to create a video in an ad group and a YouTube campaign can start. But in most cases, this will not reflect reality. In practice, various target groups or different video assets are used, the performance of which is to be compared.

The more creatives you build into a campaign, the more flexibility the algorithm needs in terms of budget. If you don't have an unlimited budget at your disposal, decide on one factor you want to test (e.g., two video assets against each other). For small budgets, it's advisable to implement tests one by one and not to include all variants in one campaign. This ensures that you achieve as clear results as possible at the end.

Tip:For your budget planning, use the Google Ads Reach Planner. You can find this in your Google Ads Interface under 'Tools and Settings' → 'Planning' → 'Reach Planner'.

Source: Google Ads

Once you have entered the information about the target region, duration and target groups of your campaign into the tool, you will receive recommendations for the combination of various ad formats. The recommendation is always based on the main goal that your YouTube Ads should pursue.

Source: Google Ads

You then get a forecast of the expected reach, CPM values and other key figures.

Experience shows that the Reach Planner helps gain a feeling for campaign performance and estimate the impacts of adjustments in the budget or target group. However, the Reach Planner is a forecasting tool, i.e., it provides guide values and the functions may be limited in certain cases.

Ad Specifications for YouTube Ads

Contrary to the requirements for image material for display or discovery ads, there are few to no restrictions for video formats. Since the videos have to be hosted on a YouTube channel in order to use them for video campaigns, the usual guidelines also apply there.

Video Length

There are basically no restrictions on the length of the videos - in theory, anything from a few seconds to several minutes is possible. However, depending on the ad format you want to use, you should check the requirements of the individual formats before your video production. You can find details about the ad formats earlier in this article.

Reasons for Rejection

As with other ad formats, the usual Google guidelines for ads apply on YouTube. Possible rejection reasons for your content are e.g., the messages 'Video unavailable' or 'Poor video quality' (sound quality, blurred images). You should also bear in mind that restrictions apply to certain industries and products for video campaigns, e.g., for alcoholic beverages.

An overview of possible rejection reasons is listed by Google for you.

Setting up the YouTube campaign in 9 steps

Ready to set up your YouTube campaign? Let's go! The following guide takes you through the creation process in Google Ads in nine steps:

1. Create new campaign
2. Choose campaign goal and campaign sub-type
3. Make basic settings:
   1. Set name, bidding strategy, budget, possibly running time (start and end date)
   2. Choose location and language
   3. Optional: make further settings, e.g., frequency capping (how often should users be able to see your ads?) or selection of certain devices (e.g., only smartphones or only TVs)
4. Create ad group
5. Deposit target group(s)
6. Enter YouTube link of the advertising video (The video used must always be uploaded to own YouTube channel. However, it does not have to be listed publicly.)
7. Choose ad format and if necessary deposit further ad information (e.g., ad title and call-to-action)
8. Repeat points 4-7 if necessary, if different target groups are to be addressed or more ads per target group are to be played out
9. Save campaign

Done!

Optimization and evaluation of your YouTube campaign

The parameters that are important for evaluating your YouTube campaign, you already set before you decide on a campaign sub-type.

Generally relevant key figures are

• Campaigns focusing on interaction (e.g., Conversion rate, Conversion value)
• Campaigns focusing on awareness and reach (e.g., Impressions, CPM)

Examples of other special YouTube metrics are

• Views and view rate: Views are recorded when users watch the video for 30 seconds or completely or interact with it. The view rate is derived from the number of views divided by the number of impressions.
• Frequency distribution: Using this metric, you can track how often users have seen your ads in the last 31 days.
• Video playback: With this metric, you can evaluate what portion of users watched the video ad up to a certain point (25% of the video, 50% of the video, etc.).

If you recognize potential for optimizations: wait seven to ten days after the start of the campaign before making adjustments. Google recommends letting YouTube campaigns run for at least four weeks to give them learning time and space for their own optimizations. This is supposed to achieve a efficiency increase of up to 15%.

Tip:For the optimization of your campaigns, use the Placement Reports. You can find these in your Google Ads Interface at the campaign level under 'Content' and 'Where Ads Were Delivered.' Sort the list by impressions to quickly see where your video ads were played out the most. If you find inappropriate placements, you can exclude them from the campaign. The Placement Report is also a good place to check your targeting.

Best Practices for Video Ads

After all the information and tips about campaign settings, we come to the heart of YouTube Ads: the video. The way to success in video campaigns is effective creatives. Before you create video ads, heed the following ground rules:

Mobile First

60% of YouTube users are mobile. Therefore, your video ads should be optimized for mobile devices. It is recommended to use bright, high-contrast videos. If you use text, make sure it is an appropriate font size.

Digital Tension Arc

Users have the option to skip some ads after just five seconds. So you have to arouse interest with your video within a few seconds and keep the tension high right from the start. Jump right into the topic and focus on a few important aspects in your video.

Source: ABCD: A Playbook For Building Effective Creative on YouTube

The ABCD model

The ABCD model is the four most important pillars of a video ad. The letters stand for:

Attraction: As the digital tension arc shows, it's important to compress video content and get straight to the point to grab attention. Helpful tools for this are musical backing or voiceover. You should also work with as short shot changes as possible to speed up the video's pace.

Branding: Your brand name should be visible at least once before users can skip the video ads. If you are pursuing an awareness goal, you should focus on storytelling and integrate the brand into a story. On the other hand, if you want to generate sales, you should put the products or services in the centre.

Connection: Successful advertising creates an emotional connection with the viewers. Various targeting options allow you to tailor your advertising message to your target group and thus stand out from the masses. Use emotional levers in your videos such as humour, action or intrigue.

Direction: Video ads should have a goal that is clear to all viewers. Don't just focus on storytelling and product information, but use call-to-actions. In the ad creation, you can incorporate these elements. For e-commerce providers, it is also helpful to link the YouTube campaign with the product feed. This way, suitable products can be presented under the video ad.

Source: The Google Ads Help

For ideas on current trends or best practices, regularly check Think With Google or the associated newsletter.

3 examples of good YouTube Ads

After all this theory, it's time for a practical perspective on the topic: What does a successful video ad look like and what makes it special?

Bumper Ad

Tchibo: Snoozing was yesterday!

• Animated video
• Brand and products are shown briefly directly at the beginning and end
• Coffee as focus product is visible throughout
• Product is shown again at the end as it may stand in the store

Non-skippable In-Stream Ad

HUK Coburg: Crashing cheap, animal good

• Video content with no direct connection to brand or service
• Website URL and logo continuously visible
• Dynamic background music
• Text overlays provide brief statements
• Brand and slogan visible at the end

Skippable In-Stream ad

Villeroy & Boch: Love your time

• Connection to viewers is created through storytelling and humour
• Brand visible directly at the beginning
• Logo visible small at the edge throughout the entire video
• Various types of product are presented

Creating Successful Content with Google Asset Library

In addition to the already mentioned Google tools such as Find My Audience or Google Ads Reach Planner, which can be helpful when planning a YouTube campaign, there is also a Google tool that supports the creation of video creatives: the Google Ads Asset Library, where you can create or edit videos.

You can find the Asset Library in your account's interface under 'Tools and Settings' → 'Shared Library' → 'Asset Library'. The library contains all creatives ever used in your account (image and video material).

The formerly YouTube Video Builder has been integrated into this area, with which you can create your own videos from existing or new material. To do this, go via the blue plus symbol to the 'Video' area and 'Create video'. Video templates are presented that are designed for a specific campaign goal and take into account YouTube best practices. If you have no possibility to have new videos created for your YouTube campaign, you have a good alternative here.

Source: Google Asset Library

Source: Google Asset Library

Conclusion

As in all areas of online marketing, testing, testing, testing is also the motto for video campaigns! What makes a good video campaign and successful creatives is no secret, as Google gives advertisers plenty of tools and tips. Follow especially the best practices for video creatives. Stay up to date with trends and new formats. With YouTube Shorts and Audio Ads, the video platform is breaking new ground, which is also worth testing for advertisers. So be brave and experiment!

OMR Reviews also offers other useful SEA tools and reviews that can facilitate your daily work in search engine marketing.