How to Create YouTube Ads for My eCommerce (1)
Miguel Nicolás
12/11/2024
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How can I create YouTube ads for my eCommerce? You may have asked yourself this question before, so pay close attention.
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Let's unravel the mysteries of YouTube for businesses, specifically, YouTube Ads. Many online stores are not fully leveraging its potential or do not even consider it as part of their digital marketing strategy.In this post, we are going to talk about what YouTube Ads is, what formats are available, which cases suit each type... but we will also share some tips to help you create the best possible ads on this platform.Lights, camera… action!
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Why advertise on YouTube?
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If I may, the question should almost be the opposite—why not? We are talking about an absolutely massive platform with over 2.5 billion active monthly users worldwide.If we take this data nationally, we can refer to this Google study, which estimates that YouTube in Spain reaches 31.5 million people (72% of the population).Although it is quite broad in scope demographically, the 18-24, 25-34, 35-44, and 45-54 age brackets stand out with very similar values.In other words, to avoid being redundant: your YouTube ads have the potential reach of 72% of Spaniards aged 18 to 54.Also, keep in mind that you can target ads with precise geographic, demographic, and interest based filters offered by Google Ads, because, as we had not mentioned yet, it uses this platform to create and manage campaigns.
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What do I need to run campaigns on YouTube?
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Simple, no big requirements needed. You just need two things: a Google Ads account, as we just mentioned, which should be the one you're already using.It is not a standalone platform and does not require anything special.In fact, when you go to create a new campaign, once you have chosen the objective (sales, lead generation, traffic, brand awareness…), you will access the types. You just need to select “video.”
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Then, you only have to configure some key parameters, which are:
- Location: the countries or regions where you want to target your campaign.
- Audience languages.
- Bidding strategy: choose from options like maximize conversions, CPA (cost per acquisition goal), CPV (cost per view) maximum... always depending on the type of campaign.
- Budget and dates.
- Networks: you can choose to show ads only on YouTube or also on Google’s video partner network, allowing your ads to appear even outside of the platform.
- Google Merchant product feed, if you want them to appear in your YouTube campaigns.
- Audience: this is a key aspect because it is when you define the audience, their interests, and demographics. Here, you can select options by market or segment, life events (job change, marriage... even pet adoption), marital status, education level, or affinities.
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The other thing you need, though it may seem obvious, is a YouTube channel to host the videos you will be publishing since Google Ads will require you to provide the link, and it does not allow direct uploads to the advertising platform.
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YouTube Ad Type
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Once we have briefly covered the setup and basic requirements, let's move on to the more strategic part, looking at the different video ad formats and which goals each is most suitable for.
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#1 – Skippable In-Stream Ads
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This is one of the most popular formats on the network. These are the classic ads that appear before, after, or during the content, with the feature that, after the first 5 seconds, they can be skipped by clicking the corresponding button.These ads do not have a maximum duration, but as a best practice, they should not be longer than 15 or 30 seconds. Ideally, your brand and main message should be very present in that non-skippable part to ensure good brand impact.Skippable in-stream ads are particularly effective for raising awareness and are highly recommended for the discovery and consideration stages of the customer journey.
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#2 – Non-Skippable Bumpers
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Very short ads that deliver the message very directly. Bump ads are, in a way, condensed versions that summarize the main concept of the primary ad, working as reminders. As the name suggests, the user cannot skip them in any way.In this case, there is indeed a limitation on video length, as they cannot exceed 6 seconds.Use non-skippable bumpers in the discovery phase of your campaign, though they can also be helpful in the consideration phase when the customer already knows you.
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#3 – Non-Skippable In-Stream Ads
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These are very similar to skippable ones, as they can appear at the same points of content consumption, but they cannot be skipped and are, in this regard, more like bump ads.Another important feature of this format is that the length cannot exceed 15 or 20 seconds, depending on the region in which they are published.In some ways, they are the closest thing to traditional media advertising but adapted for YouTube. This is why they are highly recommended for product and brand discovery phases.
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#4 – Masthead
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These are videos placed almost like a banner on YouTube's main page. It is a pretty spectacular format with eye-catching and somewhat invasive presence.These ads cannot be skipped, so the rule for non-skippable formats applies: a maximum of 15 or 20 seconds.Their spectacular nature makes them really effective in all phases of the customer journey, but especially in the discovery phase.
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#5 – YouTube Display Ads
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These ads are not videos; they are images placed like banners in different areas of the platform’s interface, such as the right sidebar.There is also the option to overlay these ads, in a small format, on the video player itself. They are small reinforcements that often appear in conjunction with other in-stream formats.
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#6 – YouTube Short Ads
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Obviously, the trending format in recent times could not be left out of advertising. YouTube Shorts has its own type of ads, which are images or videos that appear between videos as users scroll through their feed.Now that you know the different types of YouTube ads, stay tuned to our blog, as we are having a second part on how to make your videos the best possible ads soon.
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Any pending questions on how to make YouTube ads for eCommerce?