Why Your Business Should Be Using YouTube Ads for Video Advertising
Video advertising. Its reach is beyond imagination. Video ads – particular YouTube Ads – continue to ride a wave that will extend well into the future. And if you own a business that is not making the use of YouTube Ads, some recent findings and developments may well make you change your mind. This is not the video advertising you “thought” you knew.
YouTube and Google: a powerful combination.
Users conducting a search on Google frequently visit YouTube to learn additional video-based content based on their search. Each site has benefited in terms of their increased abilities to reach new audiences, complemented by more sophisticated targeting, making it a win-win situation for both. As proof of this, AdEspresso by HootSuite points out that by the end of this year, 80-percent of web traffic will be via video.
A few (of many) benefits for businesses to be visible with YouTube Ads.
- Video advertising through YouTube performs better than television commercials.
- YouTube receives over 30 million visitors per day and is viewed more than Netflix and Facebook video – combined.
- Typically, a YouTube ad view costs between $.106 and $.30 per video view – and even then, the charge is only for when a user watches the first 30 seconds or the entire spot.
- Google concludes anyone who watches YouTube Ads – through their completion – are 23 times likely to either subscribe to the channel representing the brand, share the video, or view more content.
- Success can be gauged by the number of times the video advertising was watched or engaged with, how many clicks a video receives, and the percentage of viewing the video (e.g., 25-percent to 100-percent), providing insight into what is working and what isn’t.
- Video advertising may be targeted by way of demographics, placement, topics, interests, as well as remarketing, thus covering a wide range of options which businesses can choose from. To take that one step further, Google’s AI algorithm, RankBrain, learns from a user’s past searches and will use that information to serve them YouTube ads that might coincide with their interests.
Small businesses and YouTube Ads.
YouTube Ads are not just for big, well-known brands. Smaller, independent companies are increasingly selecting this medium as a way to promote their goods and services. (And with improved marketing capabilities, complemented by the facts and figures listed above, why wouldn’t they?) Mr. Guta notes that the comparatively low cost of video advertising on this platform, along with its popularity among users in the 18-to-34 age range (a.k.a. Generation Z) could yield great return-on-investment for small businesses that are seeking out customers.
One more note on the Google and YouTube partnership…
Thanks to its stronger alliance with Google, YouTube is not only simply a video site; it is a fully-fledged search engine in its own right. An added advantage to this partnership is that businesses who already use Google Ads don’t have go through the trouble with of time and expense of going through a whole new registration process and providing payment information should they start using YouTube Ads. All they need to do is link to their Google Ads accounts with whichever YouTube channel they wish to run ads on.
So, if you are using Google Ads to promote your business, bringing video advertising through YouTube Ads into the mix can be more convenient than you thought.