YouTube Ads: An Untapped Opportunity for Ecommerce Businesses
It is amazing how many ecommerce businesses aren’t advertising on YouTube. That’s not to say that YouTube advertising is absolutely for every business, but it is a great channel for awareness that you should seriously consider.
You might not be able to directly attribute conversions back to your YouTube ads, but it is a great channel for top of funnel marketing. Remember, all of your advertising is connected. People that end up buying from you have likely interacted with your brand across several different platforms through your ads, so look at it as a holistic advertising program.
YouTube is growing tremendously and getting more and more popular. They have launched a TV service and have a platform full of unique content that you can’t find anywhere else. This draws a broad audience, so most likely you have some potential customers waiting for you there.
The catch about YouTube advertising is that you need to make your ads entertaining, as if they are actual content. You have to persuade viewers to watch your entire ad, rather than skipping it after the required seconds have passed. This gives marketers an opportunity to develop catchy videos that work great as ads, but also are entertaining enough as content to gain organic viewers. That’s good for advertisers and viewers alike!
YouTube advertising presents a huge opportunity. Unlike other social media marketing channels, it is not oversaturated yet. YouTube is largely untapped and when done right, can lead to outstanding results for your ecommerce business.
Top YouTube Marketing Opportunities
Trueview Discovery Ads
With Trueview Ads you get 30 seconds of viewing time for free, but a user can skip those ads at any time within those 30 seconds. You only pay for these ads when a user watches past 30 seconds. That is a huge amount of time that you get for free for brand awareness, especially if you make videos that are attention grabbing at the front end.
Skippable Video Ads
With these ads, you get 5 seconds free before the viewer can choose to skip your ad. In our opinion, you should have gotten your main point across before those 5 seconds is up. Take advantage of these 5 free seconds! You only pay for viewers that are so interested that they opt to watch the rest of your ad, which is money well spent.
Remarketing TrueView Ads
With TrueView ads you can dynamically retarget people with specific content. So if a site visitor viewed a specific product, you can show them an ad based on that product to try to close the sale. And again, you only pay if they watch more than 30 seconds or if they opt to watch past 5 seconds (depending on the video ad type).
One other important thing to note with YouTube advertising is that a paid video view is still a video view. These count on your videos as views, just like organic views, so this is a great way to build credibility and organic engagement.
Prerequisites to YouTube Advertising
First and foremost, you have to have a great video. If you aren’t putting out great video content to advertise with, don’t waste your time or money on creating the video or putting it in front of people.
Think of your video ads as entertainment. Check out some of the ads that the Harmon Brothers have done for Squatty Potty, Poo~Pourri, and more as inspiration. Try to make videos that have the opportunity to go viral. People should want to watch your ads because they are entertaining even if they are not a good fit as a customer.
Use these videos not only as ads, but as part of your content strategy.
Make sure the first 5 seconds are truly spectacular. Really great YouTube advertisers create an amazing video and then create tens or even hundreds of variations of the first 5 seconds to figure out the best way to attract new viewers.