Paid media is the necessary third part of a successful, and complete, YouTube strategy. We have already assembled some of the best resources for both owned media and earned media, so now here are some resources to help strengthen your paid media strategy. Don’t forget to subscribe to our blog for all the latest tips on YouTube marketing.
Paid Media Guides From Google/YouTube
First up is a collection of resources provided to advertisers by both Google and YouTube, which includes some of their tools and best practices for paid media.
An overview of everything YouTube has to offer its advertisers. Can’t go wrong starting here:
“Deliver your message to the right people at the right time with video ads. Every business has an audience on YouTube.”
Pulled from the Google AdWords Certification Exam Study Guides, this particular section is filled with great paid media topics just for YouTube, and there’s plenty to dig your teeth into. One example: a breakdown of the differences between Auction and Reserved Media Buys on YouTube:
“As a part of the Google Display Network, YouTube allows advertisers to leverage the AdWords’ auction-based system to target specific YouTube content.”
To find out what exactly Auction and Reserved Media Buys are, and when to use one over the other, click here.
Google walks advertisers through the process of creating a campaign on YouTube in this handy guide for AdWords.
YouTube explains the different kinds of in-stream ads, while assessing the benefits of each in this excellent, 2 page PDF.
“Target viewers by geography, demographic criteria, or topic to make sure that your ads reach the right audience and get the attention they deserve.”
So, if you were being thorough as you worked through each of these resources, you should have already found this page from the very first “YouTube Overview” resource. But, we felt it was important enough to highlight again just in case you got lazy. This is a well curated selection of resources that YouTube maintains for advertisers.
“YouTube works hard to provide a reliable home for your brand. We have systems in place to categorize videos, and Community Guidelines, so that ads can be matched with appropriate content.”
Last but not least from Google/YouTube, we have this video series. Though slightly outdated, given that a few of the videos have been taken down, there’s still a lot of valuable info here:
Paid Media Tips From Blogs
Next, we have some tips from expert blogs on how to maximize paid media strategies.
Here we have ClickZ’s fifth most read article of 2013, and a solid argument in favor of advertising with TrueView Ads:
“According to YouTube, over six billion hours of video are watched each month on the video search engine … This presents enormous opportunity for brands to promote their goods and services to a worldwide audience through video advertising on the world’s second largest search engine.”
Read our explanation of the various types of ads available on YouTube, and learn when to use which ads depending on the objectives of your paid media campaign.
“Pairing the right ad placements with your specific objective is the most fundamental way to make sure you’re getting the most value out of your marketing budget. Here’s a brief guide that lays out which ad formats to use for some of the most common KPIs on YouTube.”
ReelSEO breaks down and indexes all 9 parts of the YouTube Advertiser Playbook, with a brief description of each section, and a link to their coverage on it.
“Titles, keywords, descriptions. Things that describe the video so that a search engine can find context. Perhaps there will be one day where computers can scan a video and tell you all of the contents of it, but for now, writing the relevant metadata is important in video discovery.”
Tubefilter investigates YouTube’s new offering for advertisers, Google Preferred.
“Brands and marketers who commit to buying advertising space on YouTube in advance will reportedly be given the opportunity to advertise against these select few Google Preferred channels.”
What precisely is Google Preferred and how will it impact paid media? Read the full article to find out.
Get our latest eBook here to learn the ins and outs of brand integration deals and how they can supplement a paid media campaign.
“With 1 billion unique users every month, YouTube has become a necessary platform in virtually any marketing plan. MDG Advertising created an infographic that breaks down all the numbers that explain why advertisers need to be on the video sharing site.”
Check out the awesome chart in its entirety here.
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