How to advertise on YouTube?

How to advertise on YouTube?

On the Internet, video is the most popular format. In fact, 86% of Internet users say they use video to obtain information or learn about a subject. And for good reason: it is an efficient and relevant format, familiar to users. It is therefore perfectly suited to setting up advertising campaigns. A recent study showed that 8 out of 10 people bought an application or software after watching a promotional video. 81% of managers have understood this and have chosen to make it a real marketing tool.

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In terms of video, YouTube remains the number one sharing and viewing platform. It offers different advertising formats, accessible to all types of advertisers, whatever their objectives and their means of investing. It also offers very interesting targeting possibilities. Here’s a handy guide to setting up your first YouTube video advertising campaign.

Why advertise on YouTube?

YouTube represents an excellent opportunity for companies wishing to harness its power of sharing in order to develop their audience and thereby achieve their business objectives. However, to take advantage of it, it is necessary to define a brand image upstream, structured around values ​​specific to the advertiser. The objective is to differentiate yourself from the competition and to mark the minds of prospects.

Advertising on YouTube also helps generate traffic on the company’s website and therefore increase the visibility of its offers. The video format lends itself particularly well to the inbound marketing strategy, which consists of delivering non-promotional information to its prospects to convince them to take an interest in its product or service offering. This requires careful consideration of the interaction between the video and the user.

YouTube being the second search engine in the world after Google, investing in the platform to communicate is also an excellent way to obtain good natural referencing. The videos are thus placed more easily in the first results of search engines.

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The different YouTube advertising formats

YouTube offers several types of advertising formats, designed to adapt to the different needs of its advertisers. The choice of advertising format must be directly linked to the objectives defined for the campaign.

TrueView InStream

This is a video ad that is usually displayed just before the video the user clicked on. Two formats exist:

  • The format that the user can ignore after 5 seconds. The advertiser only pays if the user has watched more than 30 seconds of video.
  • The format that the user cannot ignore, and which lasts 15 seconds. The advertiser then pays based on impressions.

instream youtube announcement

Source: Google

TrueView InSearch

Similar to how sponsored ads fit into Google’s SERPs, videos in InSearch format are based on users’ keywords and search intentions. The advertising video then goes to the top of YouTube’s search results.

YouTube insearch ad example


The Discovery format is used to serve ads at the top of YouTube search results, as suggestions when a video is viewed, as well as on the YouTube mobile home page. This format takes an image from the video and accompanies it with a text box, prompting the user to click to view the video.

TrueView InDisplay

The purpose of the InDisplay format is to display the sponsored video in the list of suggestions made to the user. The posting can also take place on partner sites of the Display network.


Bumper ads are relatively common on YouTube. They are broadcast before, during or after a video, with no possibility for the user to play them. It is a short format, limited to 6 seconds, and flexible for the advertiser, since it is billed by the number of impressions.


The Outstream format was developed by YouTube for mobile devices. It allows you to create announcements that start with the sound muted. The user then has the option of clicking on the ad to activate the sound.

Many users almost exclusively use their mobile to watch videos. This type of ad therefore makes it possible to capture a larger audience and obtain more views on video ads.

Outstream ads are priced at cost per thousand visible impressions (CPM). The advertiser only pays if the user watches the video for more than 6 seconds.


Available only by reservation, the Masthead format is a highly visible advertising space, a banner located at the top of the welcome flow. The announcement is triggered automatically, without sound. The user can then choose to view it in detail.

For setting up a Masthead type ad, billing is done by default at cost per day (CPJ) or at cost per thousand impressions (CPM) in certain specific cases.

The cost of YouTube advertising

YouTube has the advantage of adapting to all budgets, because it is the advertiser who defines his expenses. On the other hand, the platform recommends investing at least € 5 per day and per campaign to get started. It also has experts who advise advertisers and guide them according to their advertising and commercial objectives.

The main benefit of investing in YouTube advertising is that the advertiser only pays when a user watches their advertising video for 30 seconds or more, or interacts with the content (click on a call-to-action, on a listing or banner linked to advertising).

How to launch a YouTube advertising campaign?

YouTube advertising campaigns are managed from the Google Ads interface. The advertiser has access to all of his campaigns in order to schedule them, but also to modify them, according to the evolution of his objectives.

Sign in to your Google Ads account

Having a Google Ads account is essential to manage ads posted on YouTube or Google. The first step is to create a Google Ads account in a few clicks, if the advertiser does not already have one. Once logged in, all current campaigns can be viewed.

Create a new campaign

The “Campaigns” page provides access to all current campaigns. It is also possible to create a new campaign by clicking on the “+” before selecting “New campaign”. We then arrive on the configuration page of the new campaign.

Choose the campaign objective

The video campaign setup page offers the following campaign goals:

  • Prospects;
  • Traffic to a website;
  • Interest in the brand and the products;
  • Audience and brand awareness.

Select the type of campaign “Video”

Once the campaign objective has been selected, you must indicate the type of campaign you want to set up by clicking on “Video”.

Define a name for the campaign

At this point, the campaign name is not facing the user. The objective here is to be able to navigate between the different announcements.

Define the terms of the video campaign

This step in setting up a YouTube video campaign allows you to define the campaign budget and how it will be used. To do this, refer to the “Budget and dates” section, then select the precise modalities.

  • For the budget type, you have to choose between “Daily” (average amount to spend per day) and “Campaign” (total budget for the whole campaign).
  • For the mode of use of the budget, it is necessary to select “Standard” (the budget is spent uniformly throughout the duration of the campaign) or “Accelerated” (the budget is spent as quickly as possible).

Choose the video campaign delivery locations

Depending on the type of campaign selected, it will be broadcast to qualified prospects, according to the rules of the algorithm. It is nevertheless possible to manually exclude certain zones of diffusion, if one considers that they are not in agreement with the objectives.

Select geographic area and display languages

Also in accordance with the campaign objectives set upstream, it is possible to select the geographical areas in which you want your ad displayed, as well as the languages ​​of publication.

Defining the audience

The campaign setup interface guides the advertiser to select the demographic criteria of the audience they want to target. The different types of audience to target can be grouped into groups.

Specify the keywords and themes to target

The keywords help the algorithm to serve the best ads to qualified users, that is, users who are likely to take a commercially engaging action.

Select ad format

The advertiser chooses from the formats presented above, in accordance with his main campaign objective.

Enter the URL of the future campaign

The final URL is important because it is the gateway to the campaign landing page. This URL is likely to appear in the ad, so it should not be overlooked.

Write a title and a call-to-action

The title is displayed in the main section. He must therefore summarize the intention of the campaign and, if the objective lends itself to it, formulate a call-to-action.

Finalize the creation of the advertisement

Once all the criteria have been saved, all you have to do is click on “Continue”. The campaign is now ready to be broadcast.

To go more law, download this e-book on video ultra-personalization and Ddiscover the process of creating an ultra-personalized video.How to integrate video ultra-personalization into your marketing strategy

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