YouTube Advertising is run through the Google Ads platform, and allows you to run video and display ads on YouTube. You can decide where and when your ads will be shown, even down to which particular videos you’d like your ads to be shown on.
Paid search advertising is advertising that appears on search engines on a pay-pay-click (PPC) model. It works by targeting specific ‘keywords’ that you would like your advertisements to appear for, and placing a maximum cost-per-click bid to let the search engine know how much you’re willing to pay per click.
Google Display Advertising is run through the Google Ads platform, via the Google Display Network or GDN (comprised of YouTube, Gmail and Google Display partners).
Instead of being text-based, Display Ads can be in either image or video form, and offer many alternative targeting options to Google Search Advertising.
Remarketing Ads are advertisements that you choose to show users who have already interacted with your company in some way. For example, if they have visited your website, clicked on/interacted with a specific ad or liked your social media page.
Remarketing can be an essential stage in the sales funnel. However, contrary to popular belief, it isn’t necessary for every business.
Bing Ads, recently rebranded as Microsoft Advertising, is a search advertising platform owned by Microsoft.
When deciding if Bing Ads is the right platform to use for your business, there are certain factors that should be taken into consideration. For example, Bing’s audience is typically older and a much smaller volume than Google. Therefore, you may find that your campaign performs extremely well on Google Ads, but doesn’t deliver the same results on Bing Ads.
YouTube has a huge audience, with a billion hours of content being viewed every single day. Knowing this, YouTube advertising has an immense potential reach, and appeals to many different kinds of businesses and users.
However, whether a YouTube campaign is effective or not depends entirely upon two factors - content and targeting. There is a plethora of entertaining and highly-produced content on YouTube. Therefore, if your advertisement doesn’t stand out from the crowd, it’s not going to be seen. Having interesting content that is going to grab your users' attention (similar to Facebook Ads) is going to make your advertising far more successful.
No matter how good your content is, it won’t convert if you aren’t showing it to the right people. This is what makes ensuring your targeting is correct so important.
There are many options available when it comes to choosing how to target your ads on YouTube, as well as defining who to exclude from your audience.
Demographic targeting (age, gender, household income, etc.)
Interest targeting (affinity audiences, custom affinity audiences, life events, in-market audiences, custom intent audiences)
Placements (specific YouTube channels, specific YouTube videos, websites on the Google Display Network, and Apps on the Google Display Network)
When creating a targeting strategy, it is important to first define who the target customers for your business are. From there, you can build a strategy based upon how to reach them best using all the available targeting options, if at all.
Yes, YouTube advertising can work. However, this depends on what you’re trying to achieve. It is unlikely that someone will see your advertisement for a new product/service and will instantly purchase (especially if it is a high-ticket item/service). YouTube advertising performs best when used as a part of the bigger picture, whether that is earlier in the funnel to gain brand/product awareness or for remarketing purposes later on.
YouTube has a reputation for being ‘cheap’ advertising. While this is true in some cases, it can completely depend on what you’re marketing, who you’re trying to reach and how competitive that industry is. For example, the more specific you go with your targeting, the more expensive it may become per view. Therefore, it is wrong to call YouTube advertising cheap, especially as the platform becomes more and more competitive.
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