A Comprehensive Guide to YouTube Ads in 2022

1. YouTube is not truly social:

• Unlike Facebook and Instagram, which are primarily social platforms, YouTube users primarily consume content rather than engage with others.
• Brands should focus on creating awareness rather than driving immediate conversions.

1. YouTube is not fully search:

• YouTube users are seeking engaging video content rather than direct answers, so advertisers need to be mindful of the lag and risk of intent being off when creating search campaigns for YouTube.

1. Placements matter:

• Brands should consider custom placements to target specific channels, content, or pages that align with their target audience’s interests.

1. Be prepared for the funnel to be longer:

• Conversions on YouTube often require longer sales funnels, so advertisers should allocate adequate resources and be prepared to nurture leads through longer customer journeys to achieve their desired conversion rates.

1. Video quality plays an important role:

• Brands should invest in compelling storytelling and strong visual appeal in their video ads, as users have come to expect professional-grade content from their favorite creators.

1. Utilize YouTube’s powerful targeting features:

• Take advantage of the wealth of targeting options based on user data, including demographics, interests, and affinity groups.

1. Test, learn and adjust:

• Experimentation is vital for YouTube advertising success. Analyze performance data, optimize campaigns based on insights, and continuously improve to achieve better results over time.

Additional resources:

• Always ‘#LikeAGirl’ Campaign: https://youtu.be/XjJQBjWYDTs
• Geico “Unskippable” Ads: https://youtu.be/JA_gHTpYetA
• Nike “Dream Crazier” Campaign: https://youtu.be/whpJ19RJ4JY