For quite some time advertisers have been benefiting from the good click-through rates of TrueView campaigns on YouTube. Compared to AdWords, they offer low costs per view at an enormous reach, due to the fact that YouTube has become the second largest search engine in the world. In an article from January, we spoke about campaigns using InStream, and in this blog post we will be discussing InSearch campaigns.
Using its video platform, Google offers different formats with which video advertising can reach a target audience. For all TrueView formats, unlike fixed placements, the advertiser does not pay for impressions, instead they only pay if the user really watches the advertised video. In doing this, Google guarantees that the users only watch videos that are relevant to them and that the advertisers reach relevant users and potential customers, especially now since all YouTube formats allow an orientation towards age and gender, further minimising wasted coverage.
As it is the case with TrueView InStream ads, which are usually placed as pre-rolls (but also as mid- and post-rolls), the costs per view for TrueView InSearch ads only get billed if the user shows an interest in what has been advertised to them. For instance, if they click on an ad, which appears similarly to the conventional Google search results page, either above or underneath the result. This is why keyword targeting in this ad format is best for a very qualified target audience. However, it is important to keep in mind that the search behavior on YouTube differs from the one on Google, and that you should not just transfer over the same keywords from AdWords campaigns. On YouTube, generic search terms are dominant since the user is usually looking for either entertainment or a tutorial. These generic keywords are normally 60 to 90 percent cheaper than their AdWords counterparts. Apart from keywords it is possible to also use interest and/or category targeting for InSearch, for which Google has a wide-ranging selection list.
If the YouTube campaign is aimed at generating traffic for an (external) website, the TrueView InStream and Trueview InDisplay formats are good starting points. Both these advertising formats ensure that the user is directed to the relevant website once they click on the ad (be it a video or display ad). TrueView InSearch does not offer this possibility, but it is still recommended to link the YouTube channel with the relevant AdWords account. This then lets you not only look at the campaign data within that channel, but also create “call-to-action overlays”. These overlays are text ads that appear on top of the TrueView InSearch video and allow free clicks that lead to your website.
If you use a suitable format for the respective advertising target as well as a relevant targeting setting, then there is nothing standing in the way of a low-cost, effective, and far-reaching expansion of the SEA campaigns through TrueView InSearch.