Boasting hundreds of millions of hours of videos watched every day and billions of users, YouTube is a great a medium to help keep your property top of mind.
One of the best ways to accomplish this is through pre-roll videos. You’re probably familiar with these videos; they’re simply the 15 or 30 second ads that typically show up before a video plays, and it’s easier than you think to get set up!
You can do everything through Google AdWords, although you’ll be required to connect a YouTube account to your AdWords account. Also, you’ll have to upload your video ads to that YouTube channel as that’s where AdWords will pull the video from.
All the targeting options available to you on regular display banners are available for videos, retargeting, in-market audiences, etc. We find that retargeting works the best, but suggest testing other targeting options as well.
Once you have everything set up and running, which is straightforward in AdWords, you’ll notice a couple of new metrics:
• CPV (Cost Per View): this is exactly what it sounds like, it’s simply what each view of your video is costing you.
• Video View To (25%, 50%, 75%, 100%): this tells you the number of people who watch a certain percentage of your video.
YouTube video advertising is a great way to stay relevant at a low cost. We’ve seen the CPV as low as $0.10 and video engagement is very good, with 50% of people watching at least 75% of the video.
We wouldn’t necessarily expect a lot of direct conversions, but it’s a great tool from a branding/top-of-mind perspective.
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