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YouTube


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YouTube

Who doesn't watch YouTube? Movies, "how-to's," education,  test-prep, and on and on...

Our viewing habits have changed a lot in the past few years. TV watch time is declining while online video is growing on every device, especially mobile, and YouTube leads the way. In 2015, viewers aged 18-49 spent 74% more time watching video on YouTube than they did on cable TV! In fact, Google estimates that by 2025, half of U.S. viewers under 32 won't even subscribe to a pay TV service. 

People come to YouTube to share, to learn, or just to enjoy. They choose from, or discover, a vast array of over six billion videos on almost every conceivable topic. And they watch over 3.25 billion hours every month. Overwhelmed by these numbers? Don't be. And here's another number to remember while you read further: "20."

These numbers actually work to your advertising advantage in three main ways: Attention, Cost and Targeting.

First, consider that we schedule a typical "True-View" Video ad to appear at the very beginning of a fascinating entertaining or educational YouTube video, that a viewer chooses - or discovers when searching for something to watch.

The cost and attention benefits are related:

  • "True-View" video ads are skippable after 5 seconds. So if a viewer is truly not interested in your offer, they'll skip your ad and you don't pay, but not before you've caught their attention.
  • Get attention early. Good ads get their main message across in those first few precious seconds, so make it memorable. Viewers may see your ad again & again. Sometimes, it takes seven "touches" before a viewer clicks on your CTA (Call-to-Action).
  • If they do watch past the skippable 5 seconds, you won't pay unless a viewer watches 30 seconds or more of your ad (or all of it if it was shorter), or clicked on your CTA. So your target audience could see that "memorable beginning" many, many times before they make the choice to click or watch past the "point of no return."
  • So, the more videos there are related to your target audience, the greater the likelihood your ad will reach its audience.
  • But sometimes, they'll see your ad over and over before they click. How's that for a lot of free "0-cost" attention?

And when viewers do click or watch long enough, YouTube ads are "cheap," on average about 20 cents per view (or click on your CTA).  It all depends on the particular niche in which you advertise, but the range is about .10 - .30 cents/view. Yeah, that's cents! Make sense? And sometimes even less, or, fewer cents.

Finally, there's targeting to consider.  And these are only a few examples of the targeting we do on YouTube:

  • Affinity groups
  • Topics and interests.
  • Demographics, like age, gender, & location.
  • Keyword, or contextual targeting - words or phrases that might match your offer
  • Managed placements: specific YouTube videos or YouTube channels that your audience is likely to visit.
  • Customer Match: Upload your customer email list and let Google target your ads to those on your list as well as other audiences similar to them.
  • Remarketing: we'll retarget viewers based on their past actions on a website or YouTube videos — things like visiting, liking, commenting on, watching, or sharing videos. 

And during and after your ad run, we'll use a combination of AdWords and YouTube analytics to make sure we're getting you the most new customers and giving you the best ROI possible.

Ready to give YouTube ads a try? Smart. Let's get going!