YouTube Meets Google Ads
YouTube, the New Web Search Engine

Hi there you curious and skilled Google Ads enthusiasts! It is great to be back!
Today I want to tell you something interesting about the most used web search engine to find solutions to all kinds of problems.
And it is nothing Google needs to compete with.
We are referring to YouTube indeed that, after the lockdown due to the Covid-19 pandemic, has eventually become Mr. “I Show You How” everytime you need to fix something broken or stuff like that.
Let’s just say that YouTube is ranking second in position when it comes to the most used and visited websites in the world (only Google can reach the highest platform of the podium).
On average, YouTube gets TWO BILLION visitors on a monthly basis.

No time to read this column? Watch the video here.

Content Index

  • Why YouTube Ads?
  • Why Advertise on YouTube?
  • How To Place It in the Marketing Funnel?
  • What Kinds of Video Ads Are Available?
  • What To Do In Case You Needed Help

Why YouTube Ads?

Let’s just pretend there was a TV channel with a share of two billion viewers watching its shows every month. If we were up to advertise on it, we would reach out massively to all these people with no difference regarding interest, age ranges, gender and so on…
So, let’s just proceed by realizing that this TV channel activates specific channels dedicated to specific interests, but still with no chance to advertise differently when it comes to reaching out to a particular audience, determined by age ranges, gender, places and so on…
YouTube allows advertisers to make ads which can be split into segments, or “sectors”, with specific advertising messages different from each other when it comes to age ranges, gender, places, interests, keywords and much more.

Why Advertise on YouTube?

The opportunity to get proper positioning on channels, topics, keywords should be a valid reason already but, adding the opportunity of modelling an advertising message according to the target needed makes YouTube the perfect channel for (almost) every kind of business.

How To Place It in the Marketing Funnel?

In the past it happened to be placed in the upper stages of the marketing funnel.
Now it is safe to say that, by giving users solutions to their problems, it can be placed basically in every one of the stages.
There are campaigns, like the TrueView for Shopping campaign, that allow the positioning of products directly with the ad as well.
For instance, let’s take a user seeking for advice to solve a problem. We present a video giving him or her the solution and, besides, propose them where to buy that product he or she is desperately looking for.

FAN-TA-STIC… don’t you think?

What Kinds of Video Ads Are Available?

In one word… a smorgasbord! But let’s group them in five categories:

  • Ignorable In-Stream Ads
  • Non-Ignorable In-Stream Ads
  • Bumper Ads
  • Video Discovery Ads
  • Outstream Ads

For further information please take a look at Google’s official guide about video campaigns.

What To Do In Case You Needed Help

If you have doubts or problems you can find assistance in the Google Ads Community. Product Experts such as Andrea Testa (First Italian Platinum Level Product Expert) and I are going to answer your questions.
Obviously, it is really simple to do so. Please find a detailed explanation on how to get in touch with the Community here.

Marco





Youtube su Google Ads.
Youtube, il nuovo motore di ricerca.

Buongiorno curiosi e smanettoni di Ads,

Oggi voglio parlare del motore di ricerca più utilizzato per trovare soluzioni a problemi.
Non parlo di nessun “competitor” di Google.

Parlo di YouTube che, con il lockdown, è diventato il Signor “come faccio a…”.

Entriamo nell’ottica che questo sito è il numero 2 al mondo (solo Google fa più volumi). Il numero di utenti mensili si aggira intorno ai 2 MILIARDI.

Non hai tempo di leggere l’articolo? Qui trovi il Video.

 
 


Perché YouTube Ads?

Ipotizziamo che esista un canale TV con 2 miliardi di telespettatori che lo guardano ogni mese. Se noi decidessimo di fare una pubblicità colpiremmo indistintamente questo target con la medesima comunicazione senza fare distinzioni per interessi, fascia d’età, genere, ecc…

Diciamo ora che questo canale apre dei canali tematici in cui viene fatta una suddivisione per interessi ma senza la possibilità di fare pubblicità con comunicazioni diverse per genere, età, località, ecc…

YouTube permette di fare una pubblicità che può essere “settorializzata” con comunicazioni differenti per età, genere, località, interessi, parole chiave e tanto altro ancora.

 

Perché fare pubblicità su YouTube?

La possibilità di posizionarsi su canali, argomenti, parole chiave dovrebbe essere, già di per sé, una motivazione validissima ma, aggiungendo la possibilità di modulare il proprio messaggio granularmente in base al target, rende YouTube il canale perfetto per ogni tipo di Business (o quasi).

 

Come lo devo posizionare nel funnel?

Idealmente, in passato, veniva posizionato nella fase più alta del funnel.
Oggi possiamo, dando soluzioni ai problemi degli utenti, posizionarci in tutte le fasi del funnel.

Esistono campagne, come la
TrueView for Shopping, che permettono di posizionare i nostri prodotti direttamente insieme all’annuncio.

Immaginiamoci l’utente che cerca un consiglio per risolvere un problema e noi ci presentiamo con un video che gli fornisce la soluzione e, in aggiunta, gli propone anche dove comprare il prodotto che gli serve.

FAN – TA – STI – CO!!!

 

Quali tipi di annunci video esistono?

Tantissimi! Ma vogliamo raccoglierli in 5 famiglie:

  • Annunci in-stream Ignorabili
  • Annunci in-stream non Ignorabili
  • Annunci Bumper
  • Annunci Video Discovery
  • Annunci Outstream

Per maggiori informazioni potete consultare la guida ufficiale.

 

Se avessi bisogno di aiuto?

Se hai dei dubbi o dei problemi puoi trovare assistenza e risposte alle tue domande nella Community degli Inserzionisti di Google Ads.
Nella community ti risponderanno Esperti di Prodotto tra cui io e Andrea Testa (Primo Esperto di Prodotto Platino in Italia).

Ovviamente è semplicissimo e puoi trovare a questo link la spiegazione dettagliata su come fare.


Marco

YouTube Meets Google Ads
YouTube, the New Web Search Engine

Hi there you curious and skilled Google Ads enthusiasts! It is great to be back!
Today I want to tell you something interesting about the most used web search engine to find solutions to all kinds of problems.
And it is nothing Google needs to compete with.
We are referring to YouTube indeed that, after the lockdown due to the Covid-19 pandemic, has eventually become Mr. “I Show You How” everytime you need to fix something broken or stuff like that.
Let’s just say that YouTube is ranking second in position when it comes to the most used and visited websites in the world (only Google can reach the highest platform of the podium).
On average, YouTube gets TWO BILLION visitors on a monthly basis.

No time to read this column? Watch the video here.

Content Index

  • Why YouTube Ads?
  • Why Advertise on YouTube?
  • How To Place It in the Marketing Funnel?
  • What Kinds of Video Ads Are Available?
  • What To Do In Case You Needed Help

Why YouTube Ads?

Let’s just pretend there was a TV channel with a share of two billion viewers watching its shows every month. If we were up to advertise on it, we would reach out massively to all these people with no difference regarding interest, age ranges, gender and so on…
So, let’s just proceed by realizing that this TV channel activates specific channels dedicated to specific interests, but still with no chance to advertise differently when it comes to reaching out to a particular audience, determined by age ranges, gender, places and so on…
YouTube allows advertisers to make ads which can be split into segments, or “sectors”, with specific advertising messages different from each other when it comes to age ranges, gender, places, interests, keywords and much more.

Why Advertise on YouTube?

The opportunity to get proper positioning on channels, topics, keywords should be a valid reason already but, adding the opportunity of modelling an advertising message according to the target needed makes YouTube the perfect channel for (almost) every kind of business.

How To Place It in the Marketing Funnel?

In the past it happened to be placed in the upper stages of the marketing funnel.
Now it is safe to say that, by giving users solutions to their problems, it can be placed basically in every one of the stages.
There are campaigns, like the TrueView for Shopping campaign, that allow the positioning of products directly with the ad as well.
For instance, let’s take a user seeking for advice to solve a problem. We present a video giving him or her the solution and, besides, propose them where to buy that product he or she is desperately looking for.

FAN-TA-STIC… don’t you think?

What Kinds of Video Ads Are Available?

In one word… a smorgasbord! But let’s group them in five categories:

  • Ignorable In-Stream Ads
  • Non-Ignorable In-Stream Ads
  • Bumper Ads
  • Video Discovery Ads
  • Outstream Ads

For further information please take a look at Google’s official guide about video campaigns.

What To Do In Case You Needed Help

If you have doubts or problems you can find assistance in the Google Ads Community. Product Experts such as Andrea Testa (First Italian Platinum Level Product Expert) and I are going to answer your questions.
Obviously, it is really simple to do so. Please find a detailed explanation on how to get in touch with the Community here.

Marco

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