The document discusses the benefits of advertising on YouTube. It notes that YouTube has over 1.9 billion monthly logged-in visitors and is the second largest search engine. It then outlines the different types of YouTube ads, including skippable video ads, non-skippable bumper ads, and masthead ads. Key metrics for measuring YouTube ad performance like views, clicks, watch time, and subscribers are also defined. The document concludes with tips on how to create and optimize YouTube ad campaigns, and provides an example of how clothing brand Superdry successfully increased brand lift and ROI using YouTube video ads.

2. Not sure where to advertise your products for the world to see?

3. If you want to advertise your video content, there’s only place to go!

4. YouTube!

5. YouTube! (thanks to google ads)

6. Why is advertising on YouTube a good idea?

7. YouTube
100,000,000 subscribers
Second largest search engine in the
world
1.9 billion logged-in visitors on a
monthly basis
Has local versions in more than 91
countries
SUBSCRIBED 1B
Why is advertising on YouTube a good idea?

8. Second largest search engine in the
world
1.9 billion logged-in visitors on a
monthly basis
Has local versions in more than 91
countries
Most YouTube users are on mobile
(almost 70%)
Mobile advertisements receive viewer
attention 83% of the time
Why is advertising on YouTube a good idea?
Video ads have proven to be more
effective and engaging, creating
greater impact

9. Most YouTube users are on mobile
(almost 70%)
Mobile advertisements receive viewer
attention 83% of the time
Video ads have proven to be more
effective and engaging, creating
greater impact
Helps expanding your digital reach Helps to find a relevant audience for
your ads using advanced targeting
Provides ads that can be customized to
fulfill your marketing goals
Why is advertising on YouTube a good idea?

10. Helps expanding your digital reach Helps to find a relevant audience for
your ads using advanced targeting
Provides ads that can be customized to
fulfill your marketing goals
Why is advertising on YouTube a good idea?
Enables running cost-effective
campaigns
Helps determine how successful your
ads are with advanced analytics
Ads have reported a 500% growth in
views of the channels’ other videos

11. What are the types of YouTube ads?

12. FILTER
Building Brand Awareness and Ad Recalls
Ad YouTube 77K views
Attract new customers and ensure your brand is on top of their mind
Grow Consideration and Interest
Ad YouTube 77K views
Influence potential customers when they’re most receptive to your
message
Drive Action
Ad YouTube 77K views
Make it easier for customers to take meaningful actions that you can
measure
What are the types of YouTube ads?
Depending on what goal you want
to achieve with your ads, these are
the different types of ads available

13. FILTER
Building Brand Awareness and Ad Recalls
Ad YouTube 77K views
Attract new customers and ensure your brand is on top of their mind
Grow Consideration and Interest
Ad YouTube 77K views
Influence potential customers when they’re most receptive to your
message
Drive Action
Ad YouTube 77K views
Make it easier for customers to take meaningful actions that you can
measure
What are the types of YouTube ads?

14. Building Brand Awareness And Ad Recalls
YouTube
Type 1: TrueView For Reach | YouTube Ads
Skippable ads that will enable your brand to reach as many people in your target
audience as possible at the most efficient price
What are the types of YouTube ads?
Skip Ad

15. Building Brand Awareness And Ad Recalls
YouTube
Type 1: TrueView For Reach | YouTube Ads
Skippable ads that will enable your brand to reach as many people in your target
audience as possible at the most efficient price
What are the types of YouTube ads?
Skip Ad
These ads are skippable, have an
open video length and their
bidding is based on Cost-per-
thousand impressions (CPM)

16. What are the types of YouTube ads?
Type 1: TrueView For Reach | YouTube Ads

17. Building Brand Awareness And Ad Recalls
YouTube
Type 2: Bumper Ads | YouTube Ads
Non-skippable ads with which you can share your brand’s message in 6 seconds to
drive reach and impact
What are the types of YouTube ads?
Your video will start
in 4

18. Building Brand Awareness And Ad Recalls
YouTube
Type 2: Bumper Ads | YouTube Ads
Non-skippable ads with which you can share your brand’s message in 6 seconds to
drive reach and impact
What are the types of YouTube ads?
Your video will start
in 4
These ads are non-skippable,
have to be of 6 seconds and their
bidding is based on Cost-per-
thousand impressions (CPM)

19. What are the types of YouTube ads?
Type 2: Bumper Ads | YouTube Ads

20. Building Brand Awareness And Ad Recalls
YouTube
Type 3: Reservation 15/20s | YouTube Ads
These ads span up to 20 seconds to increase reach and make a lasting impression
What are the types of YouTube ads?
Video will play after
ad

21. Building Brand Awareness And Ad Recalls
YouTube
Type 3: Reservation 15/20s | YouTube Ads
These ads span up to 20 seconds to increase reach and make a lasting impression
What are the types of YouTube ads?
Video will play after
ad
These ads are non-skippable, can
be of 15-20 seconds and bidding is
based on fixed CPM

22. What are the types of YouTube ads?
Type 3: Reservation 15/20s | YouTube Ads
Video will play after
ad

23. What are the types of YouTube ads?
Towards
Digital Marketing
SEARCH ENGINE OPTIMIZATIONEMAIL MARKETING SEARCH ENGINE MARKETING
Type 4: Outstream Video Ads | YouTube Ads
These ads can reach users wherever they are watching, regardless of site or
application

24. What are the types of YouTube ads?
Towards
Digital Marketing
SEARCH ENGINE OPTIMIZATIONEMAIL MARKETING SEARCH ENGINE MARKETING
Type 4: Outstream Video Ads | YouTube Ads
These ads can reach users wherever they are watching, regardless of site or
application
These ads are non-skippable, can
be of 15-20 seconds and their
bidding is based on viewable cost
per thousand impressions (vCPM)

25. What are the types of YouTube ads?
Type 4: Outstream Video Ads | YouTube Ads

26. What are the types of YouTube ads?
Masthead Ad | YouTube Ads
Ad YouTube
LEARN MORE
…
Type 5: Masthead Ads: These are highly visible ads that run across multiple devices
and are on the top of the YouTube homepage
These ads work with a fixed cost-per-day bidding

27. What are the types of YouTube ads?
Masthead Ad | YouTube Ads
Ad YouTube
LEARN MORE
…
Type 5: Masthead Ads: These are highly visible ads that run across multiple devices
and are on the top of the YouTube homepage
These ads work with a fixed cost-per-day bidding
These ads are non-skippable,
have an open length and their
bidding is based on a fixed cost
per day (CPD)

28. What are the types of YouTube ads?
Type 5: Masthead Ad | YouTube Ads

29. FILTER
Building Brand Awareness and Ad Recalls
Ad YouTube 77K views
Attract new customers and ensure your brand is on top of their mind
Grow Consideration and Interest
Ad YouTube 77K views
Influence potential customers when they’re most receptive to your
message
Drive Action
Ad YouTube 77K views
Make it easier for customers to take meaningful actions that you can
measure
What are the types of YouTube ads?

30. Grow Consideration and Interest
YouTube
Type 1: TrueView In-stream | YouTube Ads
These ads run before, during or after videos on YouTube or video-partner sites and
applications to drive impact for your brand or products
What are the types of YouTube ads?
Skip Ad

31. Grow Consideration and Interest
YouTube
Type 1: TrueView In-stream | YouTube Ads
These ads run before, during or after videos on YouTube or video-partner sites and
applications to drive impact for your brand or products
What are the types of YouTube ads?
Skip Ad
These ads are skippable, have an
open video length and their
bidding is based on Cost-per-view
(CPV)

32. What are the types of YouTube ads?
Type 2: TrueView In-stream | YouTube Ads

33. FILTER
What are the types of YouTube ads?
Type 2: TrueView Discovery | YouTube Ads
Your ads are placed in YouTube search results, next to related videos, or on the
YouTube homepage
Ad YouTube

34. What are the types of YouTube ads?
Type 2: TrueView For Discovery | YouTube Ads

35. FILTER
Building Brand Awareness and Ad Recalls
Ad YouTube 77K views
Attract new customers and ensure your brand is on top of their mind
Grow Consideration and Interest
Ad YouTube 77K views
Influence potential customers when they’re most receptive to your
message
Drive Action
Ad YouTube 77K views
Make it easier for customers to take meaningful actions that you can
measure
What are the types of YouTube ads?

36. Drive Action
YouTube
Type 1: TrueView For Action | YouTube Ads
Use video ads to drive any action that’s important to your business. These ads can get
users to interact with a clickable button that leads to your site
What are the types of YouTube ads?
LEARN MORE
…
Ad
SHOP NOW
BUY NOWGET A QUOTE

37. Drive Action
YouTube
Type 1: TrueView For Action | YouTube Ads
Use video ads to drive any action that’s important to your business. These ads can get
users to interact with a clickable button that leads to your site
What are the types of YouTube ads?
LEARN MORE
…
Ad
SHOP NOW
BUY NOWGET A QUOTE
These ads are skippable, have an
open video length and their
bidding is based on Cost-per-
acquisition (CPA)

38. What are the types of YouTube ads?
Type 1: TrueView For Action | YouTube Ads

39. Drive Action
YouTube
Type 2: Universal App Campaign for Video | YouTube Ads
These ads promote your application on YouTube - where your ads are more likely to be
clicked, and your app downloaded
What are the types of YouTube ads?
INSTALL
…
Ad

40. Drive Action
YouTube
Type 2: Universal App Campaign for Video | YouTube Ads
These ads promote your application on YouTube where your ads are more likely to be
clicked, and your app downloaded
What are the types of YouTube ads?
INSTALL
…
Ad
These ads are skippable, have an
open video length and their
bidding is based on Cost-per-
acquisition (CPA), Cost-per-install
(CPI), Return on ad spend (ROAS)

41. What are the types of YouTube ads?
Type 2: Universal App Campaign for Video | YouTube Ads

42. Important metrics for YouTube

43. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

44. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
It shows the number of times
people watched or engaged with
your video ad

45. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

46. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
Number of times your ad is
shown
Number of views or engagements
your ad receives

47. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

48. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
Average amount you pay when a
viewer watches 30 seconds of your
video or engages with your video

49. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

50. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
It measures the total amount of
time people watched your video
ads, shown in seconds

51. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

52. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
It shows the number of times people
clicked on your video. It indicates
how well your ads are doing with the
people who see it

53. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

54. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
Number of times your ad is
shown
Number of clicks your ad receives

55. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

56. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
Number of clicks on interactive
elements, such as icons in your
video ads

57. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

58. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
Number of times your ad is
shown
Number of engagements your ad
receives

59. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

60. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
Number of viewers who have seen
subsequent videos on your channel or
watch pages after seeing your ads

61. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube

62. Views View rate Average CPV Watch time
Clicks Clickthrough rate (CTR) Engagements Engagement rate
Earned views Earned Subscribers
Important metrics for YouTube
Number of viewers who subscribed
to your channel after seeing your
ads

63. How to create a YouTube ad?

64. How to create a YouTube ad?
Step 1: Set up campaign goal

65. How to create a YouTube ad?
Step 2: Create ad

66. How can you optimize YouTube ads?

67. Carefully define your metrics and goals Track low performing ad placements in
sites and remove them
Use a custom thumbnail image
How can you optimize YouTube ads?

68. Drive people to perform a particular
action with appropriate CTAs
Use negative targeting to specify who
gets to see your ad and who doesn’t
Use closed captioning in your ads to
make it more interactive with the users
How can you optimize YouTube ads?

69. Perform A/ B testing on your
advertisements
Reduce bids in areas where you see
lower performance
Use remarketing to re-engage with
customers
How can you optimize YouTube ads?

70. Try to make sure your ad conveys your
brand’s message in the first 6 seconds
(after which users can skip it)
Include visual and auditory components
in your ad that can make it memorable
to the viewers
How can you optimize YouTube ads?
Make sure your ad has content that
would viewers would find relevant

71. Superdry: A YouTube Success Story

72. Superdry: A YouTube Success Story
In September 2018, Superdry, a
famous clothing company decided
to shake up their marketing
approach while driving up their
sales

73. Superdry: A YouTube Success Story
They set up campaigns on
YouTube, advertising their jackets
to different ages, genders and
interests, taking advantage of
YouTube’s wide array of targeting
options

74. Superdry: A YouTube Success Story
These were the results:
4.8 m
Views
138%
Increase in
brand lift
4:1
ROI

75. Superdry: A YouTube Success Story
This was possible because of 2
reasons:
TrueView In-stream ads optimize Cost-Per-View through a
skippable video ad format
Superdry also used TrueView shoppable ad format to
serve product listing ads alongside TrueView in-stream
ads

76. Superdry: A YouTube Success Story
This was possible because of 2
reasons:
TrueView In-stream ads optimize Cost-Per-View through a
skippable video ad format
Superdry also used TrueView shoppable ad format to
serve product listing ads alongside TrueView in-stream
ads