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What Are The Benefits Of YouTube Ads

So today, I've got a very interesting topic that I'm going to go through - YouTube ads. YouTube ads are where Facebook ads were about eight to ten years ago. They were very new, not many people were doing it, and those who were running Facebook ads found them pretty cheap to run, and highly converting, and the same is the case with YouTube ads. We use a lot of YouTube ads in our marketing and advertising. Last year, we spent over $100,000 on our own agency campaigns, generating over 10,000 leads for ourselves. 80% of our budget is allocated to YouTube. Obviously, this is organic video marketing where we upload content on a regular basis - we upload two videos every weekday, and we have been doing this for quite a while. Now, we rank very well on Google and YouTube, generating more leads and sales.

So, why should you get started with YouTube? Why not just run a traditional search or display campaign if you know how to run them? Most accounts I see just run search ads - four ads at the top and some at the bottom of the Google page on the search page. The problem with those is that there are hundreds, if not thousands of advertisers bidding on those four top positions. The bids are very high, the click cost is very high, and it is expensive. But as long as it is converting and you are being profitable, you don't mind paying that high click cost. We have some clients paying more than $100 a click, but then their customer lifetime value and average order value are also very high, so it's all relative. If you're selling a $20 widget, you cannot afford to pay that, obviously.

YouTube is where the blue ocean is. What I mean by that is there are two types of ocean - the red ocean and the blue ocean. The red one is where the bloodbath is. Everybody is fighting for those four positions at the top of the search page, and there is a very high level of competition. On YouTube, it's a blue ocean - there is no bloodbath, nobody there, you're quietly cleaning up. The inventory and the volume of ads you can run on YouTube are unimaginable. You will never have enough budget to run out of inventory. There's so much inventory over there.

The second thing is that I believe the search campaign or the search platform is only not even 20% of what Google is all about. You've got YouTube, the display network, Gmail, and Discover. All these other platforms and channels are where you need to put your ad and your messages in front of your target audience. YouTube is where your audience is, and from the top of my head, I think the number of minutes everybody watches on YouTube every day is 60-70 minutes or something like that. It's obscene and insane because the amount of video content being consumed on YouTube is unbelievable, and you need to be there where your audience is.

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