When talking about the main digital advertising platforms, Youtube Ads is not often taken into consideration, but in reality it is a channel that deserves more attention. Why? Simple, the numbers say it. Youtube in fact is the second social network in terms of number of monthly active users, more than 2.5 billion, second only to Facebook is the second most used search engine, Youtube Ads: How the Advertising Platform Works, second only to “mother” Google reaches about 31% of online users (46% if we exclude China, where it is banned). Ignoring a channel with such firepower is not a wise move, so let’s talk about it a bit and clarify.
Youtube Ads: what it is and how it works
Youtube does not have a dedicate advertising platform, but “relies” on Google Ads so in fact, to advertise on Youtube, you just need to have a Google Ads account and create a video campaign.
Nothing too complicated, but you have to be prepare: you will need to have a Google Ads account, a YouTube channel and obviously have videos to sponsor that have already uploaded.
Since we are playing on Google’s home turf, by connecting the YouTube channel to Google Ads, in addition to the videos, we will have all the statistics useful for understanding the progress of the campaigns and the effectiveness of the sponsored videos.
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Who needs it?
Videos are now the format that dominates our online life. Statistics clearly show us that we read less and use much more video content or listen to podcasts. YouTube is the video platform par excellence so it goes without saying that anyone who has interesting videos at their disposal cannot fail to consider sponsorship on this platform.
This channel is perfect for pursuing awareness objectives. With YouTube Ads you can reach a huge audience, comparable to that reachable with television, but with significant advantages: Youtube Ads: How the Advertising Platform Works much more precise targeting, lower costs and specific insight data. .
From these campaigns it is also possible to generate excellent volumes of traffic to the site, especially if the video is “design” upstream with an attractive hook for those who view it.
The different types of ads
The main format that can be Youtube Ads: How the Advertising Platform Works exploit is that of In-stream videos, or videos that are propose before, during or after the viewing of the chosen content.
This type in turn can be divide into Skippable in-stream (ads that can be skip after 5 seconds) and Non-skippable in-stream (ads lasting a maximum of 20 seconds that cannot be skip).
We also have In-feed formats available, or those suggestions that we see appear in various positions while browsing YouTube. We generally find these ads among the recommended videos in the right column or in the search results.
There are also other types (Bumper, Masthead, Outstream, etc.) but they are particular positionings and less exploitable.
Ok, but how much do Youtube Ads cost?
It depends! There are no austria whatsapp number data fixed costs to sustain, they are potentially very budget-hungry campaigns but they are “satisfied” with even a few euros a day. Obviously, you will have a return in terms of visibility and traffic to the site proportional to the budget invested.
A different matter is the cost per view and the cost per click, which can vary significantly depending on the targeting (primarily geographic) and the type of ad.
To get a general idea, in our experience we have been able to notice CPMs between €1 and €7 and CPCs between €0.15 and €1. They are very different cost ranges but not prohibitive, however comparable to the costs that you would have on Meta.
How to measure the results of a Youtube Ads campaign
Being implement on the Google bh lists Ads platform, these campaigns have a myriad of useful metrics available to evaluate their performance.
In addition to the classic data on costs, clicks and conversions, if we adequately connect the Youtube channel, we will have the possibility of importing much more data relating to the use of the video.
For example, the graph that shows us the abandonment rate of the audience during the video is very useful, which helps us analyze how much our video interests the audience we have targeted.
The same video on two different targets could bring very different percentages
In the graphs below we have two clear examples: the first is an interesting video, with a correct length (24 sec) and the right target has brought 25% of the views to completion, the second is a less “catchy” and too long video (1 min), completed by only 5% of the selected audience.
A tomorrow in which more and more women are hire as valuable resources and hold positions of responsibility, just like in our agency.
Extera felt it was natural to start a partnership
For this reason, an association one non-profit organization that aims to bring gender equality to the digital and tech world. Through networking, training and awareness-raising activities, the organization works to develop new skills and professional opportunities for women in these sectors.
The first step in this collaboration was the gift to all the women in the team of an annual membership fee to the SheTech community by the Extera board: courses on soft and hard skills, lots of daily ideas and networking opportunities with the other girls associated with the network are available.
The first will take the form of a breakfast among friends
But the desire was to go beyond the internal training of the agency and bring awareness on these issues and a sense of community to other women in our territory. For this reason, Extera will organize together with SheTech a series of meetings between San Marino and Rimini to train and inspire each other not only online, but also in person.
A SheTech Breakfast precisely, in which our Veronica Valentini, Project Manager at Extera, and Benedetta Masi, CEO at Colorificio Sammarinese, will talk about their experience as women and managers, between challenges and great satisfactions.
