How to Create and Use YouTube Ads to Grow Your Business

Updated: May 26, 2021




YouTube, the video hosting platform turned social media giant, has over 2 billion users; for marketers and small business owners, this represents an opportunity to get in front of a huge audience.

Because the YouTube ad format relies solely on video, the platform can seem a little daunting at first.


You don’t need to be a talented movie director to create a YouTube video ad that is going to generate revenue for your business, though.

In this article, I’m going to take a look at how you can use a YouTube ad format to grow your business.

We’ll take a look at how the platform works, including pre-roll ad ideas and the process you need to go through in order to get a return on investment for video content.

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The Four Different Kinds of YouTube Ads In broad terms, there are four main kinds of YouTube ads:

  • Skippable video ads

  • Non-skippable video ads

  • Bumper ads

  • Overlay ads


Non-Skippable Ads These ads can only be 15-20 seconds long and can also be considered “in-stream ads” (more on that later) since the ads play at the beginning and throughout the videos you advertise on. These are pre-roll ad campaigns, which means that to view the desired video content, the ad will appear. These kinds of ads get better engagement, but they also have a higher video view abandonment rate. See How My Agency Can Drive Massive Amounts of Traffic to Your Website

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These ads also tend to get a bad rap because they seem forceful. However, if you create engaging and efficiently targeted ads, your campaigns are likely to succeed.

Skippable Ads

Skippable ads are also known as TrueView ads. These are ads that don’t force people to watch. These can be shown in two ways: ‘In-stream’ and ‘In-display.’

YouTube doesn’t really say that there is a maximum length for TrueView video content ads.


What they do provide, however, are some suggestions — especially for the In-stream ads. 51% of In-stream ads run for 15-30 seconds.

If you want to make your ads longer than this, you may want to keep your video length at around 3 minutes (as YouTube has suggested).

In-Display Ads

In-display ads don’t exactly have a suggested maximum run time. These ads can be used to take people directly to your YouTube video, so you can get away with them being long.

If the video you want to advertise is long and of value — In-display may work best for you.

In any case, if you’re creating a YouTube ad from scratch, you might want to keep it short so that it’s easy to create.

You don’t have to stick to the suggestions provided, but doing so will reduce the chances of your ad being rejected.

In-Stream Ads