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YouTube Ads

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YouTube Ads

As digital marketers, it’s important that we embrace every platform that has the potential to reach the right audience. In 2020, YouTube is an advertising platform that cannot be overlooked.

That’s right, the site that you once upon a time frequented solely to watch your favorite music videos has blossomed into a hub for marketers. It’s currently one of the biggest platforms for advertisers. Plus, it’s the second-biggest search engine after Google, with 1.9 billion monthly active users. Simply creating a YouTube business account will instantly set you ahead of over 90 percent of U.S. businesses.

The Numbers Speak for Themselves

On average, businesses that run YouTube ads in addition to search ads see an 8 percent increase in search conversion volume, 3 percent higher search conversion rates, and 4 percent lower search cost per acquisition compared to businesses that solely run search ads.

Targeting the Right Audience

Like any other digital marketing platform, targeting the right audience is essential in the success of your ads. Our team can create a YouTube ad campaign in Google Ads in order to capitalize on the interactivity between these two search behemoths. Our team will help pinpoint the right audience based on a variety of factors, including detailed demographics, interests, life events, life events, in-market audiences and so much more.

Types of YouTube Ads

The specific type of ad that you want to run on YouTube depends on your budget and the audience that you want to reach. Here are three examples with which our team can help.

  • TrueView ads: If you’re just getting your feet wet with YouTube ads, TrueView ads are a great place to start. This is the skippable type of ad that plays at the beginning of YouTube videos. These ads are a great opportunity to advertise a product or service via how-to videos, demos, video testimonials, and more. TrueView ads should include a strong call to action. They’re low-risk and an affordable way to reach a wide audience in a short amount of time.
  • TrueView In-Stream ads: Another type of TrueView ads is TrueView in-stream ads that play during the video itself. This type of ad can also be played in other places in Google’s display network such as in apps or during games. While these ads can be as long as 3 minutes, we generally recommend keeping them 30 seconds. In-stream ads are accompanied by a companion banner that appears in the top right corner of the video, allowing the audience to directly access your website.
  • Bumper ads: Ads played following a YouTube video are referred to as bumper ads. These are non-skippable and last for roughly 60 seconds. These ads are short and ideal for targeting mobile users. They’re ideal for recycling longer content as well.

EMSC Case Studies

Many of our clients have seen success through YouTube ads:

  • An HVAC company implemented an in-stream video campaign promoting their services which resulted in a 13.49 percent decrease in overall cost per conversion. The video interaction rate was 83 percent and the campaign alone generated 127 conversions.
  • A Social Security Disability lawyer implemented a bumper ad to humanize their brand and promote their legal services. This resulted in a 12.5 percent decrease in search cost per conversion and a 26.62 percent increase in overall conversion volume.
  • An auto dealer ran a 6-second bumper ad to increase conversion volume and conversion rate and to also lower cost per conversion. The ad resulted in a 6.08 percent decrease in cost per conversion, a 14.25 percent increase in conversion rate, and a 13.44 increase in conversions.

Our team is ready to help your business implement YouTube ads in a smart, effective way. If you’re interested in learning more about how YouTube ads can help your business, please reach out to our team at EM Search Consulting for a marketing consultation today.


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