Surprisingly underutilized, YouTube In-Stream ads—the commercials that play before, during, or after a viewer's chosen video—are a potent tool waiting to be fully embraced in your marketing mix.

Here’s why you should look more closely into YouTube ads:

1. Remarkably Cost-Effective: Only pay for “TrueViews,” which means your budget is spent on viewers who watch at least 30 seconds of your ad, watch it entirely, or engage by clicking a link. It's an efficient way to maximize your exposure without draining your budget.

2. Unmatched Targeting Capabilities: YouTube Ads, through Google Ads, open doors to precisely defined audience segments. Whether it’s homeowners within your geographical area, individuals actively searching for a real estate agent, or prospects deemed ready to purchase soon, the specificity is unparalleled.

3. Television's Rival: Achieving the “I see you everywhere” status can be a challenge amidst the digital din. Having said that, YouTube commercials cut through the noise with a distinctive flair that captures attention, offering a memorable presence that resonates and sticks. It’s your way to stand out and be remembered, just like prime-time TV used to allow.

Running YouTube In-Stream Ads via Google Ads

• Access Google Ads: Log into your Google Ads account. Create one if you haven't yet.

• Create a New Campaign: Navigate to the "Campaigns" section, click on it, then press the "+" button to start a new campaign.

• Specify Your Goal: For a wider range of ad format options, create a campaign without a specific goal. This approach allows for greater flexibility in your campaign's setup.

• Choose Ad Format and Subtype: After choosing to create a campaign without a goal, select "Video" as the campaign type. This will automatically set your campaign subtype to "Video views," which is ideal for those aiming to maximize the number of views on their video ads.

• Campaign Details:

• Name Your Campaign: Assign a clear, descriptive name to your campaign for easy tracking and management.

• TargetCPV Bid: Target Cost Per View (CPV) determines how much you're willing to pay each time someone views your ad. Setting an effective CPV bid is crucial for balancing your budget with your desired ad exposure.

• Set Budget and Dates: Choose a daily or total budget for your campaign and set the campaign's duration. This helps manage your advertising spend over time.

• Networks Option: You may want to consider whether to include or exclude "Video Partners on the Display Network." Including them can increase your ad's reach, but because some partner site videos play automatically with sound off, it might not always result in engaged views. Weigh this option based on your campaign goals and budget.

• Geographic Location: Specify the geographic areas where you want your ads to appear. Targeting specific locations ensures your ads are seen by users in areas most relevant to your business.

• Ad Group Naming and Purpose: Ad groups help organize your campaign by grouping together ads with similar target audiences. Naming your ad group helps differentiate between various strategies or themes within your campaign.

• Audience Selection: Use the "Audience" section to target specific segments like homeowners or those actively searching for real estate agents. The "Interests & detailed demographics" option allows you to search for or select these segments directly. Custom audiences can also be created based on Google search behaviors or by using your own data for targeted advertising.

• Your YouTube Video: Insert the link to your YouTube video in the designated box, detailing where viewers will be directed upon clicking your ad. Separate naming for your campaign, ad group, and ad helps in organizing and tracking the performance of each.

• Bidding and Estimations:

• Bid Strategy: Input a Target CPV based on Google's recommendations or start with an initial bid, such as $0.05, if no recommendation is available. This strategy helps you manage the cost per view of your ad.

• Performance Estimations: Monitor the estimates provided in the right-hand sidebar regarding budget use and audience size. Ensuring your ad utilizes most of your budget and reaches a significant portion of your target audience is essential for campaign effectiveness.

Before launching, thoroughly review your campaign settings to ensure they align with your marketing goals. Verify the functionality of all links and the appropriateness of your video content.

After confirming the details, proceed to "Save and Continue" to submit your ad for review. Once approved, your ad will go live according to your specified settings.

Continuously monitor your campaign's performance metrics, such as views, click-through rates, and conversion rates. Regular analysis allows for timely adjustments and optimizations to improve your YouTube in-stream ads' effectiveness.

The bottom line

YouTube In-Stream ads offer cost-effective marketing with 'TrueViews' and unparalleled targeting through Google Ads. It’s time to elevate your brand, captivate your audience, and unlock the full potential of this powerful advertising tool to stay ahead in the competitive world of digital marketing