Video marketing is central to a lot of businesses today as it was projected by many research agencies for the largest accelerated growth over other advertising platforms in the recent years.
As one of the most popular websites for the general public, Youtube caters to everyone’s viewing needs. Over 4 billion videos are viewed a day and over 800 million unique users visit the site each month.
Updated for 2017:
YouTube is localized in 39 countries and across 54 languages. In 2011, it had more than 1 trillion views or almost 140 views for every person on Earth. Imagine how much traffic their user posts generated.
Along with its vital necessity, Youtube offers paid advertising opportunities in the form of promoted and sponsored videos and adwords targeting. They had announced several huge advancements to their Promoted Videos program to help more advertisers easily set-up and manage campaigns with Promoted Videos and Adwords.
Branded Video Channel
Branded video channels create a home home for a company or business on YouTube. By creating a branded channel, ecommerce owners can engage consumers, gain subscribers, and drive traffic to their ecommerce websites. Branded video channels are to YouTube what Fan pages are to Facebook.
When you arrive at a brand’s Youtube channel, the featured video plays automatically. When they then click on another video, that video will also play within the brand channel. Merchants also have the option of featuring other channels, play lists, video blogs and favorite videos.
Video channels are offered at both free and premium levels. Opportunities for branding at the free level are limited, but do include the ability to select a color palette to match the brand, upload a company logo and custom graphic background. Premium channels offer more branding options, but are typically outside the price range a small business could afford.
Youtube Advertising (sponsored) Videos
One of the reasons merchants should set up a branded video channel is to run YouTube Promoted Video campaigns, which is YouTube’s version of Google AdWords pay-per-click advertising program.
Just like sponsored ads on Google, YouTube Promoted Video ads show up in the right-hand column alongside contextually relevant videos that appear based on search results. Advertisers only pay when users click on the promoted video ad.
Creating a Promoted Video campaign requires four simple steps: Choose a video, write some promotional text, tell YouTube which keywords should trigger the promotion, and set the daily budget amount you wish to spend.
Campaign performance can be tracked using YouTube Insight, a free analytics tool through which merchants can see detailed video statistics such as demographics, traffic sources, video hot spots and community engagement metrics inside your Youtube account.
Google Adwords for Video
The Google Adwords Network is YouTube’s Video Targeting tool, where you can create and manage video campaigns right in Google AdWords – the same place you manage your most effective online search and display advertising. The gist of the metadata (which is taken from the YouTube Promoted Video) remains constant. Ads overlay the video at the lower perimeter and both text and image ads can be used.
InVideo ads are purported to be the most effective form of YouTube advertising, with click-through rates that are 8 to 10 times higher than other ad formats.
Using the tool, advertisers can choose a variety of targeting options that include keywords, YouTube channels and categories, or audience demographics. Once targeting options have been selected, the tool provides the option to seamlessly export the data to the user’s AdWords account for ad creation.
Running campaigns is a snap because all the tools you need to create and manage video ads are in one place. Compare to other video platforms, it’s pretty much practical and budget-saving not to mention the results are actual leads.
Through the use of branded video channels, Promoted Video and InVideo ad campaigns, YouTube offers a promising avenue for ecommerce merchants to easily and affordably build their brands, gain subscribers and drive traffic to their websites.