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f your customers are online, there is a good chance they watch videos on YouTube every week, if not every day. YouTube now reaches more 18-49 year-olds than any traditional cable network in the US, and this trend will only continue. In fact, it is estimated that the amount of time people spend watching YouTube videos is increasing by 50% every year (1). So if YouTube is not part of your current marketing strategy, it should be.

There are a number of ways you can utilize YouTube for marketing purposes, but this post is focused on giving a brief overview of the paid advertising options. We will look at the different ad formats available, how you can optimize your videos for YouTube advertising, as well as how you can target your campaigns to reach the right audience.

Understanding YouTube Ad Formats

Before discussing strategies on how to optimize your campaigns (the fun part), it is important to understand the different ad formats that are available, and when to use each one.

YouTube is now owned by Google (big surprise, right?). The good news is, this means you can actually create and control your video ads using Google Adwords, which gives you a lot of control over your campaigns. In Adwords YouTube campaigns are called “TrueView Video Campaigns”, and there are two different types of video ads that you can create (2). Here is a quick overview of each:

In-Stream Ads

In-Stream ads, (also known as Pre-Roll Ads) appear before the video you are on YouTube to watch. This type of advertising can be a great way to intrigue potential customers who are not actively searching for your service. YouTube will only charge you for showing your ad if the viewer watches for :30 seconds or more before skipping. This ad format is typically best for consumer oriented ads, brand building campaigns, or anything that is targeted at a fairly broad category of people (unless you are re-marketing which we will discuss later).

Course Curriculum

Part 1 : video-advertising Google AdWords Video Advertising
Part 1 : video-advertising Google AdWords Video Advertising 00:50:00
Part 2 : video-advertising Google AdWords Video Advertising
Part 2 : video-advertising Google AdWords Video Advertising 00:50:00

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