YouTube In Stream Ads Guide - What Are Youtube Ads

YouTube In-stream Ads

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Introduction 

YouTube is consistently among the highest traffic websites in the 

world, with over one billion users (almost 1/3 of all the people on 

the internet) and it reaches more people between 18 and 49 than 

any U.S. cable network! 

Here are some interesting statistics about YouTube: 

>> https://www.youtube.com/yt/press/en-GB/statistics.html 

As you can see, there’s very little reason to avoid advertising on 

YouTube, especially if you’re trying to reach that all-important 18- 

49 age range that YouTube has such a large number of. 

Not only does the site have a massive amount of traffic – they 

claim that people watch hundreds of millions of hours of videos 

every single day – but it has a great potential to convert, too. 

Video is one of the most effective ad formats available! There’s 

really no better way to convey a lot of information quickly while 

keeping the user’s interest. 


In this guide, you’re going to learn how to take advantage of 

YouTube ads in order to generate leads, get sales, or whatever 

other conversion goals you have in mind. 

Let’s begin. 


Types: YouTube Ads 

There are actually three different types of YouTube ads that are 

available to advertisers. In this guide, we’ll be focusing on one in 

particular – in-streams ads, but there are two other types you 

could also try. In-stream ads just happen to be the most effective 

for the majority of advertisers. 

In-Stream Ads 

The most effective type of ad on YouTube for general purposes is 

the in-stream ad. This is the type of ad that works like a television 

commercial, forcing users to view the ad before they can continue 

to the video they want to watch. Most in-streams ads have the 

ability for the user to skip the ad by clicking a link after the first 

five seconds of the ad has been viewed. 

If a user clicks the ad, they can be taken to the advertiser’s 

landing page. 

This is ideal for getting inexpensive exposure to highlytargeted 

prospects. 

The in-stream ads are perfect if you’re looking for a lot of 

impressions quickly for branding or promotional purposes. Instream 

ads tend to get a lot more views than the other ad types. 


In-Display Ads 

In-display ads are those you might see in the sidebar when you 

are viewing a video on YouTube. The ad is shown at the top of the 

related videos, and the ads blend in quite nicely, but not so much 

so that they don’t get clicks. They do have a yellow tag that alerts 

users to the fact that the post is an ad. 

This type of ad is best for building your YouTube channel or just 

getting more views to specific videos. Because the ads lead to 

YouTube videos and NOT to a landing page, they aren’t as 

effective for actual promotional purposes. 

Of course, you can still build calls-to-action within your video to 

get users to your website, but the ad won’t link directly to your 

page. 

In-Search Ads 

In-search ads are similar to in-display ads, except they appear 

when a user searches for specific keywords rather than when 

someone is searching for a video. The ads appear above the 

content. 

These ads work in much the same way as in-display ads. Traffic is 

sent to a video rather than a landing page, so again, you would 

need to be certain your video has a strong call-to-action if you 

want to get traffic to a landing page. 


Prerequisites 

In order to create YouTube ads, you will need a Google account 

and an AdWords account. Then you will need to link your 

YouTube account to Google AdWords to purchase ads. 

You can find out more about the basics of advertising on YouTube 

here: 

>> https://www.youtube.com/yt/advertise/ 

And you can find out how to link your AdWords account to 

Youtube here: 

>> https://support.google.com/youtube/answer/3063482?hl=en 

Once your accounts are linked, you can start creating ads right 

away. Just click the GET STARTED button here: 

>> https://www.youtube.com/yt/advertise/launch-ad.html 

Once you have these things in place, you’re ready to get started. 


Creating Your 

Landing Page 

Although it’s not necessary to create a separate landing page 

specifically for YouTube traffic, it’s a good idea to do so for a few 

reasons. 

First, you’ll be able to easily tell how much traffic the site is 

sending you. This can be accomplished with a conversion pixel, as 

well, but this method gives you more control. 

Additionally, creating a specific landing page would allow you to 

target YouTube viewers specifically with your ad. For example, 

your headline might reference something like Welcome YouTube 

Viewers. Or you could have a video landing page that might be 

more effective than a traditional landing page since that traffic is 

coming from a video website. 

You’ll definitely want to add a conversion pixel to your landing 

page even if you create a dedicated landing page for your 

YouTube traffic. The conversion pixel will send information to 

YouTube that will let them know how well your ad and landing 

page are performing, and the system may adjust your ad based on 

the information it receives from the conversion pixel. 

Here’s how you can implement a conversion pixel: 

>> https://support.google.com/adwords/answer/1722054?hl=en 


Creating Videos 

It seems obvious, but too many people seem to think that the 

quality of their video ad doesn’t matter much. The truth is, it 

matters a whole lot. And it’s not just the quality of the audio and 

video itself, but of the way your ad is presented and the type of 

ad you create. 

You can definitely outsource the creation of your video if you 

don’t feel comfortable making it yourself, but there are myriad 

tools available these days that make it easy for beginners to 

create professional videos on their own. 

Here are a few examples: 

http://www.PowToon.com 

http://www.VeeRoll.com 

http://www.telestream.net/screenflow/overview.htm 

(MAC) 

http://www.techsmith.com/camtasia.html (PC/Windows) 

Once you have created your ad, just upload the ad to YouTube 

like you would any video. This will let you get some traditional 

(FREE) views to your ad from the site itself in addition to making 

the video available for the ad system. 


Campaign Creation 

There are a number of different ways to target your in-stream ad 

on YouTube. Each method has its own strengths and weaknesses, 

so you may want to try out more than one to see which one gets 

you the best results. 

Keyword 

Keyword campaigns allow you to target based on specific 

keywords. This is helpful if you have a good idea of the types of 

words and phrases people might search for to find information 

related to your topic. 

Let’s say you have an ad that has to do with digital painting. You 

might not want to target the word painting on its own, because 

a lot of people might be searching for that word to learn how to 

paint with oils or acrylics, or they might be looking to paint the 

walls in their basement. Instead, you’d want to target very specific 

keywords such as digital painting and painting on a computer. 

Interest/Topic 

Another type of targeting is by interest or topic. YouTube keeps 

track of what logged-in users watch, developing a profile of the 

type of content each individual likes over time. This helps them 

deliver accurate suggestions of things the user might like to 

watch, and also helps them deliver the most relevant ads. 


You are likely to get a lot more views if you target by topic, but 

keep in mind that this type of traffic probably won’t be as welltargeted 

as keyword traffic, because it isn’t targeted to what that 

user wants to view at any particular moment. They may view your 

ad out of curiosity, but the ad might not be as effective as it would 

be if they had deliberately searched for a related term during this 

session. 

Placement 

Placement campaigns are probably the best type of campaign if 

you’re just getting started, because you can target very specific 

videos or channels to display your ad. This means you can find 

videos that fit exceptionally well and show your ads on those 

specific videos. 

If you target by keyword or by topic, you have to hope that 

Google is correct when it decides the best places to advertise your 

content. The system will have to interpret both your keywords 

and the context of the videos before it displays ads. It could end 

up showing your ad on irrelevant content, costing you money with 

little to no return. 

Using placement campaigns, you can choose relevant content 

yourself and ensure your ad is making it to your target market. 

Keep in mind that you may not see as much traffic with this 

method as you would with a keyword campaign, but the traffic is 

much more likely to be profitable for you. 


Another cool thing about using placement campaigns is the fact 

that you can place ads on videos that your competitors have 

uploaded. This lets you legally steal your competitors’ viewers! 

Best of all, your competitors have already done the work of 

getting views to the content! 

Retargeting 

Retargeting campaigns allow you to target people who have 

already visited your website or landing page at least once. 

You might wonder what the point is in targeting people who have 

already been to your site and failed to convert, but keep in mind 

that people have many different reasons for failing to convert. A 

lack of interest is not always the reason! 

Remember, someone may be too busy to fill out your email form 

when they first visit, or they might not have enough money to buy 

your product at the moment, or maybe they just wanted to shop 

around first. By targeting those people who have been to your site 

and not converted, you have another chance to get them back 

and get that conversion! 

Best of all, they’ve already proven they were at least somewhat 

interested in what you have to offer, because they’ve already 

been to your site! 


Campaign Creation 

Creating a YouTube ad campaign on AdWords is very simple. 

Creating the video and uploading it is the hardest part of the 

process. Once that is done, it’s actually incredibly easy to create a 

campaign. 

First, log into your AdWords account. Click on the Campaigns tab 

and then click +Campaign to add a new campaign. Click Video. 

Enter a name for your campaign and then enter your budget, 

select YouTube, choose which locations you’d like to target or 

exclude, and choose the target language for your customers. 

Click Save and continue. 

Next, enter a name for the ad group within your campaign. Next 

to Your video choose the video you’ve uploaded to YouTube as 

your ad. Beside Video ad type, choose what type of conversion 

you’d like (views, awareness, conversions, or mobile app 

installations). Beside video ad formats, choose in-stream ad. (You 

can also choose in-display if you want, but we’re focusing on instream 

ads.) 

Set your bid amount and select your targeting methods. 

Click Save ad group. 

It’s that simple! 


Conclusion 

As you’ve learned, creating ads on YouTube via AdWords is 

actually remarkably simple. It’s also very cost effective, bringing 

you leads at an affordable price without a lot of time or upfront 

investment. 

Of course, you can’t just slap up any old video and send traffic to a 

landing page that is poorly designed and expect results. But, like 

anything, if you’re willing to test and tweak, you should be able to 

come up with a system that is very profitable in no time. 

Don’t forget to add the conversion pixel to your landing page if 

you have access to do this. (If you’re sending traffic straight to an 

affiliate offer, you may not be able to.) The conversion pixel will 

help you see not only how much traffic you’re getting from your 

in-stream ads, but also how much traffic is making it to your thank 

you page, which will let you know how well it is converting. 

There are also retargeting options you should consider so you can 

get the people who didn’t convert the first time to come back so 

you have a second chance to convert them. You could also send 

those retargeted folks to a different landing page that might have 

a better conversion rate! 

Best of luck with your in-stream ads! 


Resources 

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Instaquote 

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YouTube Rank Checker 

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Youtube tools 

Bulk Suggest Tool 

Enter a query phrase into the Suggest Tool to 

populate a list of related terms from Google, Bing, 

YouTube & Amazon suggest databases. 

=== 

BirdSong Analytics' Youtube 

Analysis 

BirdSong YouTube Analytics gives you access to over 

30 key metrics for any publicly available YouTube 

channel/videos, in easy to read charts plus data 

exports for your own offline analysis. 

=== 


Canva 

Canva is a great tool designed to help novices 

produce professional designs. 

=== 

DrumUp 

DrumUp discovers and helps you share great content 

to your social media accounts so you can start 

meaningful conversations with your followers. 

=== 

Cyfe 

Cyfe is an all-in-one business dashboard app that 

helps you easily monitor all your business data from 

one place. 

=== 

YouTube Reputation Tool 

A very quick but handy tool: Get video results for your 

multiple brand names on one page + View videos 

right on the same page. 

=== 

Views Reviews 

It helps your YouTube success, make sure you 

purchase REAL views, and avoid the fakes and 

scams. The tool done the research for you, comparing 

companies on more than a dozen unique criteria, and 

we've compiled our shortlist of the best. 


=== 

vidIQ 

vidIQ is a YouTube audience development and 

management suite that provides applications and 

solutions for marketers. 

=== 

Keyword Suggest Tool 

Keyword Tool is free online keyword research 

instrument that uses Google Autocomplete to 

generate hundreds of relevant long-tail keywords for 

any topic. Google Autocomplete is a feature used in 

Google Search. Its purpose is to speed up the 

searches performed by users on Google. 

=== 

SEO Chat 

SEO Chat is dedicated to helping business owners 

and marketing specialists perform Search Engine 

Optimization on their sites. 

=== 

SerpStats 

Serpstat is an all-in-one SEO platform, which consists 

of five different modules and is used for Keyword 

Research, Competitor Analysis, Site Audit, Backlink 

Analysis and Rank Tracking. 

=== 


Google Explore 

Explore is Google Plus' way of bringing what's 

trending to you, making the social networking site not 

only a way to connect with friends and family, but also 

a way to discover the latest news and Internet hype. 

=== 

Tube Buddy 

TubeBuddy is a FREE browser extension that 

integrates directly into YouTube to help you run your 

channel with ease. 

=== 

FanBridge 

FanBridge is a leading Fan Audience CRM platform, 

currently used to manage fan acquisition, retention, 

and engagement. It automates your daily marketing 

tasks while not going beyond the limits imposed by 

YouTube. 

=== 

Tube Toolbox 

Tube Toolbox can run in the background while you 

work on other projects or even while you sleep. 

=== 

Tube Trackr 


YouTube Video Marketing Tools: TubeTrackr 

integrated Video SEO and Video Marketing Platform. 

=== 

TubeMasterPro 

The Ultimate YouTube Marketing Software. FIND 

MONETIZED YOUTUBE VIDEOS THEN DOMINATE 

YOUR NICHE IN MINUTES. 

=== 

rivaliq 

Your strategy, and your competitors’, plays out in 

social posts. With Rival IQ, you can analyze 

thousands of posts in seconds, delivering key insights 

into your own content as well as that of the 

competition. 

=== 


Work Smarter 

Not Harder! 

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ALL 100 TOP TOOLS CATEGORIES 

Content Curation Tools 

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PPC Tools 

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Rank Tracking Tools 

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Keywords Ideas Tools 

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Internet Marketing Top Sites

YouTube In Stream Ads Guide - What Are Youtube Ads

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