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YouTube Advertising for Small Businesses

All businesses will have heard about online advertising, and you may have tried out Google AdWords or Facebook Advertising. However, not many businesses know about the benefits of advertising on YouTube. In this article, we will talk about how to create advertisement videos for YouTube and the different ways YouTube allows you to advertise.


Online video instead of TV

People are switching from their desktops and laptops to mobile, and linking with that, there is also a change in how people are watching TV. First, we watch less TV and spend more time on the Internet. Second, you can use different devices to watch TV: your phone, tablet, computer or TV, and you can use different platforms. You can watch TV on demand, use a subscription service like Netflix, or watch on YouTube. More people are watching TV and movies on subscription sites, but no site has the video audience of YouTube:

  • YouTube has approximately 1 billion users and more than 4 billion daily views, a massive potential audience for advertising (Small Business Computing).
  • In 2015, 18- to 49-year-olds spent 4% less time watching TV and spent 74% more of their time on YouTube (Think with Google).

YouTube really is the king of video; it’s the first place we go when we want to watch a video. Advertising on TV is a big investment, and most small businesses won’t even be thinking about it, but advertising on YouTube is much easier to achieve.


youtube advertising

iStock.com/Prykhodov


What about the cost though?

It’s true, hiring a video production company to shoot your video advertisement can be very expensive. Luckily, getting the equipment and shooting it yourself shouldn’t be too hard or expensive.

Almost everyone has a smartphone now, and the cameras on there can be good enough to create a static video. You could also borrow or rent a video camera if you have bigger ideas. You can get material for a green screen from a crafts store, and there are great free video editing programmes to be found on the web. Alternatively, you could ask film production students for help, and while you’re at it, get some student actors to star in your video. All you need now is a creative idea for your video, and some colleagues to help you out.

The payment method for YouTube advertising is similar to Google AdWords. You have control over your daily budget, and you only pay when someone engages with your ad by clicking or by watching the entire ad. If they skip the ad, you don’t pay a thing.


How Advertising on YouTube works

Like the payment method, the advertising method on YouTube is comparable to advertising on Google. You can target your advertising, by choosing targeting options like location, gender, age and interests.

YouTube is the second most popular search engine after Google, as people use it to find funny or interesting videos. With Google AdWords you can add video advertisements to YouTube to build your brand and get clicks to your website or YouTube channel.

There are two different types of ads: in-stream and in-display ads:

  • In-stream ads are 30 second ads shown at the start or during a video. When the ad appears, the viewer can skip it after 5 seconds. There are also in-stream ads that are non-skippable and appear for 15 seconds or longer.
  • In-display ads appear on the right of the video being played as a suggested video or in search results. Another way for them to appear is as a video overlay. You can choose for what type of search queries you want your video to list.

The in-stream ads need a powerful call-to-action at the start of your video, before people might skip. For example: “Download our free e-book” or “Get 20% discount off all products by clicking on this link”. These ads are great for getting people to visit your site, and the best videos for this purpose are 30 seconds or shorter. We wouldn’t recommend using the non-skippable ads, because they often frustrate users.

in-stream youtubeGoogle AdWords

The in-display ads are more applicable if you want to build your YouTube channel’s audience. Using them will increase your views and build your brand. For this type of ad, you’re best off using a video that’s two minutes, as people will click on it from search results or as a related video to the one they were watching.

in-display youtube

Google AdWords

youtube in-search ad

Google AdWords


That’s all for now!

If this article has tickled your curiosity about YouTube advertising; your first step is to start the creative process for your video content. Then it’s time to shoot it, upload it, and reap the rewards! Good luck!

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