Module 2: DISPLAY ADVERTISING

The Evolution of Display Advertising

The “Golden Age of Advertising”

Advertising became a whole movement when it came to radio and television in

the early 1900s. Since it was speaking to people directly through their radios
and TVs, it felt more personalized.

Advertising first hit the radio in 1922. Radio host H.M. Blackwell created his
own “indirect direct” method -- a 10-minute talk about the virtues of living a
carefree life at the Hawthorne Court Apartments in Jackson Heights, Queens.
The cost for a 10-minute time slot was $50.
Personalization took another big leap in 1930 when Rosser Reeves introduced
the idea of a unique selling proposition. Since a USP (aka unique value
proposition) describes how your business will solve a customer’s problem, it
should be very specific and highly personalized to differentiate your brand.
In 1935, George Gallup introduced market research -- gathering information
about consumers to better relate and advertise to them.
The next major milestone in the evolution of advertising timeline came on July
1, 1941, when the first legal and continental commercial popped up on TV
screens on WNBT. Although this Bulova Watch Company ad was brief (only a
10-second spot for a simple graphic and voiceover.
it set the precedent for the next 70 years .
TV viewers began to feel optimistic, despite the 50s being tense for America
during the Cold War. They started opening their wallets more as prosperity
began to rise again -- and a large part of this was due to a change in advertising
tactics (not just mediums). This was called the “Golden Age of Advertising ” --
a time of big ideas and huge personalities during the 1960s through the late
1980s.
Companies began building characters around their products to establish more of
a connection between viewers and brands. Tony the Tiger for Frosted Flakes, or
the Snap, Crackle, and Pop gnomes for Rice Krispies -- both of which are still
seen on cereal boxes today. Among all the different characters that emerged,
the ads at this time had one main purpose: to sell. While the characters played a
major part in creating an ad culture for consumers, the product was always at
the forefront.
That is until online advertising came about, and with it came several major
game-changers in the evolution of advertising and personalization.

Online advertising

This next period was known for introducing new channels and mediums and a
drastic shift in motive. Rather than selling, the evolution of ads lead to a focus
on brand awareness and problem-solving. What is the consumer’s problem, and
how can the product solve it? Now the product was no longer the centerpiece of
the ad -- the consumer was.
This all started when internet usage took off in 1992 with the introduction of
online services like America Online and Prodigy. When everyone suddenly
began using the internet for personal reasons, advertisers jumped all over the
opportunity to reach consumers there. They began shifting their attention to
more digital ads, starting with display advertising.
The evolution of display advertising began with the very first banner ad from
AT&T in 1994
Although the page lacked any optimization, the ad set off a chain reaction that
altered the course of the advertising industry, and banner ads caught on
extremely quickly.
In 1995, Yahoo transformed itself from a web directory to a commercial
business. The company announced an advertising deal for their own primitive
banner ads, with five sponsor company logos rotating daily across the top of the
site.
During this same year, Yahoo also created the first keyword-based ad.
The chain reaction continued into the next year when Planet Oasis launched
the first version of PPC advertising , and Open Text began selling paid ads.
Mobile advertising came next, as mobile phones came into existence.

The evolution of mobile advertising

The first mobile ad showed up in 2000 when a Finnish news provider sent free
news headlines via SMS. This led to more experimental mobile ads and mobile
marketing initiatives down the road.

When the original iPhone was released in 2007, mobile advertising came to
smartphones. However, still new to the medium, advertisers would simply
reformat their desktop ads for mobile, meaning they weren’t well-designed and
didn’t provide an ideal user experience. In response to widespread negative
feedback from these first smartphone ads, advertisers began making their ads
“mobile-first.”

The launch of the App Store in 2008 with the iPhone 3G allowed advertisers to
take advantage of mobile app ads instead of mobile web browser ads. Then, as
capabilities grew to include things like interactive gaming and GPS technology,
mobile ads started incorporating these features for a more personalized and
engaging user experience.

With the drastic evolution of online and mobile advertising, also brought
challenges. Here’s a brief look at a few of them, along with the solutions that
followed.

What is display advertising?

Display advertising refers to the process of advertising a product or service

through visuals like images and videos on networks of publisher websites such
as the Google Display Network and Facebook etc.
Display ads are placed on relevant third-party websites in the form of banner,
image, and text ads. Display advertising is pretty much a blanket term that
includes every visual ad placed on a website, however, it can be divided
into three basic categories:
1. Site placement advertising: In this type of display advertising, the
advertiser/marketer chooses the website they would like to run their display ads
on.
2. Contextual advertising: In this type of display advertising, networks place
ads on relevant websites, for example showing an ad for dog food on a pet
adoption website.
3. Remarketing: Remarketing display ads appear in front of users who have
been on your website or post-click landing page but have left without
completing the relevant conversion goal.
Unlike search advertising that uses a pull approach where users are actively
looking for a product/service similar to yours. Display advertising uses a push
approach where users who see your display ads are targeted purposefully for
those ads, either because of remarketing campaigns or maybe they’re browsing
a website that’s relevant to your offer.

Advantages and Disadvantages of Display Advertising

Advantages of display advertising:

 Helps build brand awareness. Unlike search advertising, display ads don’t
reach audiences with purchase intent. However, they allow businesses to
make people remember their brands even if these users have never needed
their products before. This way, they manage to evoke initial interest and let
people recall it once they have a need for it. As a result, this particular brand
is associated with a certain product they promote using display advertising.
 Provides targeting opportunities. With display ads, you can narrow down
your audience to the most high-performing prospects. This is possible due to
various targeting opportunities available. You can reach people based
on their demographics, geographical position, language, general interests,
behavior, and previous interactions. The last one means you can win
back leads who liked your products and added them to their carts but didn’t
make purchases eventually.
 Enables to track results. After launching your display ad campaign, you
can monitor your number of clicks, determine when a prospect converted
into a client, identify on which platform conversion took place, and reveal
the most effective advertisements. This is a great chance to improve your
future campaigns and invest in more successful strategies.
 Disadvantages of display advertising:

 Low conversion rates. Compared to search advertising, display ads show

lower conversion rates. This should not come as a surprise — search ads are
designed for leads with purchase intent, while display ads allow businesses
to create more interest in a product. So, if you aim at increasing your sales,
display ads may not be the best choice.
 Lack of reputation management. Since you don’t have that much
influence on the choice of platforms for your ads, they can sometimes
be unrelated to your business, which also means you’ll be charged either
way. Besides, such irrelevant ads may irritate site visitors. If your brand is
famous and authoritative, displaying ads on immaterial sites may damage
your reputation.
 Banner blindness. It has become a common phenomenon for many internet
users in the last few years. Banner blindness helps us deal with information
overload and ad fatigue. People subconsciously ignore advertisements,
especially when they are designed as separate blocks that strike the eye. To
make your display ads stand out, make use of rich media that attract users’
attention better.
 Ad blockers. More and more people are using ad blocking technologies
every day due to ad fatigue. However, some brands try to cushion this
negative impact by asking their site visitors to allow ads or buy
subscriptions.

7 display ad metrics for measuring display success

1) Viewable Impressions

This is a simple way to see if your spend is reaching more eligible eyeballs. An ad is
considered "viewable" when 50% of the ad shows on screen for one second or longer
for static or HTML5 display ads and two seconds or longer for video ads.

We prefer to report viewable impressions to our clients whenever possible because…

who cares about an ad no one sees? Unless, of course it's an audio ad.
2) Display Impression Share (DIS)

Your campaign may be posting an increase in Viewable Impressions compared to a

previous campaign, but what percentage of your entire eligible audience is seeing
your ads?
This is what the Display Impression Share (DIS) aims to tell us. Based on your
budget and targeting settings (location, ad schedule, interest, keywords, etc.) this KPI
tells us what percentage of eligible eyeballs are actually being served your
messaging.

You could be getting millions of viewable impressions, but still only reaching a tiny
portion of your eligible audience.

In a mature, well-oiled campaign the main obstacle to growing impression share and
winning more customers is most often a restrictive budget.
Rising Above the 10% DIS Threshold

An underfunded display campaign can still yield positive results, especially

compared to a complete lack of ad presence, but a good goal is to balance your
targeting and budget in such a way that you can get over what we call the 10% DIS
Threshold.

You can see positive results under 10%, but the needle really starts to move in the
right direction the further you get above 10%.

Note also that 100% is not a realistic goal either for Display Impression Share for a
prospecting campaign. That would require either an absurdly huge budget or a
thimble-sized audience.

How these adjustments typically work themselves out is optimizing the targeting up
or down to fit the real-world budget that's available.
3) Product-Relevant Onsite Interest

The real question we're trying to answer here is: Was there a discernible lift in
Pageviews or New Users landing on site content that's relevant to your campaign's
objectives?

It's best to exclude the campaign's landing page when looking at the data, because of
course the LP will see an increase in traffic compared to having never ran before.

So…say your goal was to grow brand awareness and membership. Filter for the
pages on site that pertain to membership, but aren't a campaign LP.

Compare when your display campaign was active to the previous period when to it
wasn't.
If you're patient and enough time has passed, you can also compare the period of
activity to what happened after you campaign ended as well for a more wholistic
perspective.

This is a great way to measure the efficacy of a display campaign even if there's no
conversion tracking set up for the target goal, which unfortunately is the case from
time to time.
Positive Upheaval

A successful campaign should show a positive upheaval in engagement with relevant

content during the time it ran.

Another benefit you may see when looking at the before, during and after data is that,
while interest will most certainly fall off after a campaign ends, it typically settles at a
higher plateau than before the campaign.
4) Direct, Organic and Paid Search Channel Health

Display assists these three channels most by creating more awareness in users. Later,
they go straight to your website (Direct) or perform a branded search and then click
on a result or text ad (Organic & Paid Search).

Of course, the benefits of elevated brand awareness don't have to stop with these
these channels, but can also extend to your Social Channel as well.

There isn't always a 1:1 correlation between running display and seeing the channels
mentioned above flourish side by side. This is why it's important to look at what
content, pages and/or conversions excelled during the time your display campaign
was active.

But if brand demand is what we're really building then we'll want to be sure to check.
5) Branded Search Demand

The influence of display on branded search can be a bit more mercurial but, in
general, a display campaign that's strong on brand should help generate more new
searches for your brand.

These new searchers will then typically enter your site through either an Organic
result or Paid Search ad if you're running any Branded Search campaigns through
Google Ads or Bing…and we suggest you do.

Paid Branded Search campaigns are an economical way to:

 Expand your real estate in the SERPs with blinged-out ads

 Amass more usable targeting data

 Get more conversions at a lower cost

 Gauge increases in demand for your brand name over time

When you first get started, you may only be able to spend $30/day in order to
purchase the majority of your branded impression share but, fueled by increased
awareness from a strong display, video or audio campaign, you'll notice over time
that there are more customers to pursue.
6) Targeted Conversion Activity & Revenue: On-Platform and Off

Definitely examine your targeted conversion activity and revenue metrics to see what
impact your display campaign is having both on-platform and in the periphery
channels mentioned in #4 above that display so often assists
7) Actual Conversion Data

What do we mean when we say, "Actual Conversions"?

Well, there's what an agency can measure in Google Analytics and on-platform,
which is often limited by sampling and ad blockers, and then there's
what actually happens from the client's perspective.

By incorporating client-supplied conversion actuals into our Digital Marketing Data

Warehouses we can see more of what the client sees.

As this important data builds over time, we can know for certain if the client's goals
were met and compare campaign performance to historical efforts from previous
campaigns.

(Side note: If you're competing in a retail space, you'll need to line up display
campaign activity with actual sales figures, specifically for the products and/or
locations you're highlighting in your ads.)

Beyond tallying conversion actuals, we can also compare actuals to what we were
able to track in Analytics and set baselines for tracking coverage.

We can also improve metrics like Success Rate that help estimate more accurate
marketing values for client goals.
For us, creating an Actuals Feedback Loop was the missing piece that helped build
trust and a common language for a campaign's success.

Types of display ads

As you develop your digital advertising and marketing strategies, consider the
following types of display ads to enhance your online presence, audience
engagement and market reach:

1. Banner ads

Banner ads are one of the most common types of display ads ‌that you can find
across a variety of online platforms, including business and news websites, blogs,
social media channels and online forums. Banner ads often come in traditional
shapes and sizes, where marketers can apply banners in landscape, skyscraper and
square sizes. Traditionally, banner ads display a combination of text and images to
gain audiences' attention.

2. Native ads

Online marketing also applies native ads, especially within content marketing
strategies. Native display ads fit into the content of the web page, website or email
naturally. Marketing and advertising professionals assimilate native display ads
into content in such a way that audiences relate the ads to the content or brand
itself. Links that lead to other pages of a website, recommended content, sponsored
search results and promoted social media posts are several examples of native
display ads.

3. Animations

Display ads that feature animations can use components of video, audio and text to
gain readers' attention and are effective for promoting brand messages, products
and services. These elements also give you the ability to use animated display ads
as long-form advertisements that explore complex or deep explanations about a
specific product, service, process or challenge. Additionally, animated ads can be
shareable, giving audiences more motivation to spread a branded message or offer.
Animated display ads can also result in higher audience engagement, which can
help solidify a brand's connection to its target market.

4. Interactive content

Display ads with interactive features combine multiple elements to engage with
online audiences. Text headlines, images, graphics and other embedded features
within interactive display ads allow audiences to engage with the advertisement.
On websites, interactive display ads can be beneficial for showing online
customers the internal features of a specific product where audiences can hover
over certain parts of the ad to view content, click on elements and otherwise
interact with the display ad. These types of ads can be advantageous for brands and
businesses that want to educate audiences or bring additional insight to users of
specific products or services.

5. Video content

Display ads with video content often engage audiences by communicating a

specific message, asking a thought-provoking question or introducing a product or
service. Video display ads combine video, audio and sometimes text to showcase
an offering and motivate audiences to take action or make a decision. The biggest
benefit of video display ads is the ability to explore topics in more depth than with
traditional or even native display ads. Similarly, you can apply live-action
videography or animation with video ads, making these types of display ads
effective for many marketing applications.

6. Infographics

Infographics represent a type of display ad that features graphics and text to

educate audiences about a specific topic, idea or offering. For instance, a
pharmaceutical company's advertising strategies might include infographics to
engage with, educate and build rapport with its customer markets. Integrating
infographics into an online advertising strategy can be useful for business websites
that focus on educating and providing information on products or services. Another
advantage of developing infographics to advertise

7. Expanding ads

Expanding ads are display ads that users can expand beyond the initial size that the
ad displays on a website. Some expandable display ads open up when users hover
over different elements of the display, and other expanding ads may open up after a
certain triggering action on the part of the user. Marketers often configure
expanding ads to initiate based on user action and intent. For instance, on a
business website, an expandable ad starts in an invitation phase where users see the
ad as a small display within the content page. As users interact with the page
content, the display ad expands to take up more space on the page, gaining
audiences' attention for a variety of purposes.

8. Lightbox display ads

Lightbox display ads are a special display ad Google developed some time ago.
These display ads are similar to expandable display ads where users on a website
must interact with the ad for it to initiate into full-screen content. Unlike traditional
expanding ads, though, Lightbox ads can include a combination of video, audio,
text, animations and other elements that boost engagement with online audiences.
Another key feature of Lightbox display ads is that they only function when users
hover over them for several seconds or more. This key feature helps reduce the
chances of audiences unintentionally triggering the ad when visiting websites and
interacting with online content.

9. Pop-up displays

Pop-up display ads use a pop-up content feature most commonly on websites to
encourage users to learn about offerings, sign up for services or purchase products
from a business or brand. Pop-ups usually appear on a website as a small, square
box that motivates users to take a specific action. For example, a brand that
provides online services to its customers may use pop-ups on its website to engage
with and encourage potential customers to learn more about its offerings with an
email subscription. In this case, the brand makes a pop-up ad appear when users
spend several seconds on its website, encouraging audiences to sign up for its
email newsletters.

10. Interstitial display ads

Interstitial display ads are becoming more common within mobile device
applications, including in games, social media apps and other online mobile
applications. Interstitial ads appear during key transitions of an application as users
engage with the app. In mobile game applications, interstitial ads often appear
between different scenes or game levels as users move from one element of the app
to another. If your digital marketing strategies include mobile integration, applying
interstitial display ads within a mobile app can help the organization you work for
expand its market reach.

Different Media Buying Models

CPI- Cost Per Install

In mobile app marketing, CPI refers to media programs where the advertiser pays
for every installed app. Lots of app marketing is purchased CPI because it is a fast
way to drive installs. But the quality of installs driven varies by media vendor.
Some CPI vendors are extremely reputable and work hard to find users that will
likely use an app. Others use incentives like giving a user free “gold” for a game in
exchange for their downloading an app. These “incentivized installs” tend to be of
low quality. In addition, there are also very disreputable companies that drive
installs with bots.

CPM- Cost Per Mile

CPM stands for cost per thousand Impressions (the M is the Roman numeral
abbreviation for 1,000). CPM is one of the most common ways of buying digital
media. You essentially pay for every time your ad loads on a page or in an app. It’s
a simple way to buy but is coming under increasing scrutiny because the client is
charged for the impression whether or not a consumer actually sees it. If for
example, the ad appears below the browser window and the user never scrolls
down, the advertiser still pays. Numerically, if CPM of an Ad is 12$ then per
impression pay for the ad would be 0.12$.

CPC- Cost Per Click

CPC stands for cost-per-click advertising. Here the advertiser pays when a click is
made on an ad. Some advertisers prefer to buy CPC versus CPM because they
believe they only pay when someone is interested enough in the message to want
more info. Some CPC programs are very effective, but there is a potential for fraud
if a company deliberately uses bots or some other technique to drive clicks not
initiated by a real person.

CPL- Cost Per Lead

CPL is short for cost per lead, meaning that the advertiser pays when a lead form is
completed and submitted. CPL is common in B2B marketing, where it is unlikely
that someone will make a purchase immediately. It can be a very effective way to
buy, though there is some risk of fraud if bots are programmed to fill in leads
automatically.

CPA & CPS- Cost Per Action & Cost Per Sale

Cost per acquisition or Cost per sale. Here the advertiser pays only if a purchase is
made. This is the relatively low-risk way to buy media because the advertiser only
pays when revenue is driven. But many media companies won’t sell media this
way because they must assume all of the risks in the ad buy. If no one buys, they
make no money.

How to plan a Display campaign

If you’re new to Display campaigns, spend time planning your campaign so you
can get the best performance. In this article, we’ll walk you through the 5 steps of
planning a Display campaign and the tools available to you.

1. Identify your goals

Is your goal to drive direct response traffic and generate clicks? Or is your goal to
promote your brand and measure user engagement?

Identifying your goals upfront will help you to better plan and implement your
Display campaigns. The ultimate goal for your campaign will influence the
audience segments you reach, your budget and bid, your creative, and even the
metrics you choose to track.

2. Choose a budget and bidding strategy

Your budget influences the ability of your ads to serve throughout the entire day
and how often they show. Your bidding determines the way your budget is spent
and how prominently your ads are featured.

Display campaigns support automated bidding strategies (such as Enhanced

CPC or Maximize clicks) that look at auction behavior on Google Ads, then
automatically adjust your bids to get the best performance for you. Display
campaigns also support Smart Bidding strategies (such as Maximize
conversions or Target ROAS) that use conversion and conversion value data to
manage your bids for you and help you meet your performance goals.

If you’re looking to control your bid, you can also use Manual cost-per-click
(CPC) bidding. With Manual CPC bidding, you can set a maximum price on the
cost of someone clicking on your ads.

3. Find your target audience

With optimized targeting, you can find new and relevant customers likely to
convert within your campaign goals. Optimized targeting uses Google's machine
learning to look beyond any manually-selected audience segments in your
campaign, then finds audience segments that you may have missed so that you can
improve campaign performance.

While not necessary, you can add criteria like audience segments or keywords
(otherwise known as “targeting signals”) to optimized targeting. Optimized
targeting uses targeting signals to find similar criteria to serve your ads on. If
optimized targeting finds better performing traffic elsewhere, it may reduce or stop
serving traffic on your signals.

You can also simply opt into optimized targeting without adding any signals for a
hassle-free way to reach your precise audience. Or, if you’re not searching for new
audiences, you can also opt out of using optimized targeting.

If you want more control over where or when your ads appear, you can set
up content exclusions, add location or language targeting, or cap the frequency of
your ads.

4. Create responsive display ads

Responsive display ads can take some of the work out of tailoring your creative for
your audience segments. With responsive display ads, you can upload your assets
(images, headlines, logos, videos, and descriptions), and Google will automatically
generate ad combinations for websites, apps, YouTube, and Gmail.

5. Understand performance management tools and features

Google Ads offers several tools and features to help you evaluate and manage the
performance of your Display campaigns.

In Google Ads, use the Reports page to understand users who clicked on your ads
(conversions) and users who didn’t click but were influenced by your ads (view-
through conversions). You can also see the path that users took to convert (or not
convert) when they saw your ad using data-driven attribution.

If you’re more experienced in Google Ads reporting, you should also consider
using Google Analytics to analyze customer paths to conversions and to see the
value of Display campaigns among other channels.

Finally, use Performance Planner once your campaign has been live for at least a
week. Performance Planner looks at historical data for your campaign and then
provides actionable recommendations for future campaigns. You can access
available headroom, simulate different bid and budget scenarios, forecast
conversions, maximize growth, evaluate seasonality, and increase the efficiency of
your campaign. Even better, you can use Performance Planner to examine multiple
Display campaigns at the same time.

What is digital marketing targeting?

Digital marketing targeting is a formalized method that identifies and then

intentionally aims created content, connections and the use of platforms toward a
specific demographic, psychographic and/or geographic audience, their needs and
concerns.
You see, no matter how good the messaging and content that you create is, if it is
not specifically designed for the target audience that you need to reach, it will
miss.

The Importance Of Targeting Your Audience Online

As a business, your survival depends on how well you know and target your
audience with both the products and services you offer, as well as the marketing
you conduct to sell them online. If you don’t know exactly who you are trying to
reach, you will not be able to reach them effectively.
Here are just a few key audience targeting points that you need to consider about
your digital marketing:
1- You need to know exactly who you are trying to reach. We do this for our
clients using personas. Personas allow you to understand the 3-5 types of
individuals that you are trying to reach with your digital marketing and all the
interests, needs and concerns that they have as a person. For more information on
personas read Personas – Do B2B’s Know Their Target Market?
2- Just as with the analogy we discussed earlier… If you do not have a target, you
can’t aim properly and you certainly won’t be able to measure your efforts.
3- Does your core marketing messages address the needs, concerns and issues that
your target audience has? If you know your audience, your message should focus
on their interests and the solutions you have to their specific problems.

How To Use Audience Targeting In Digital Marketing?

There are several specific ways that audience targeting is used within digital
marketing. In order to target your audience, you first need to correctly identify
who exactly they are and as much information about them as you kind find. This
involves a considerable amount of time and research that entails searching for and
uncovering real data to support your beliefs and assumptions.
Guessing on the age, location, income, position and personality of the people that
truly have a need or interest for your product or service is a major mistake many
brands make. Intuition and assumptions should only drive your research, but never
be used as your targeting method. Only research and data that supports your beliefs
will help you effectively marketing your brand online!
How much research? Here’s something I wrote on marketing research that should
open your eyes a bit.
Let’s cover a few of them many ways target audience is used in marketing and the
specifics surrounding their use.
Paid Media Targeting – If you intend on using paid search marketing or paid
social media marketing, you had better be really sure that your audience
targeting is accurate. If you spend money on digital media advertising, using
messaging, an offer or content that is NOT specific to your proper audience target,
you are throwing money out the window. Proper audience targeting is what makes
paid media advertising effective. The formation of the ad is a distant second!
Content Creation – When you know exactly who your target audience is, you
are able to determine their interests, needs, concerns and desires. From this
information you are able to create content that speaks to those issues, which in turn
gets traffic to your content, your website and your message.
Website Messaging – If you don’t know who your target audience is and the
specific solution that your product or service addresses for them, your website will
be less than effective. Research shows that you only have a few seconds to capture
a new visitor to your website. If your messaging is targeting the wrong audience,
you are going to struggle to retain their attention and earn their business.
 Content Sharing – Knowing the interest of your target audience allows you to
share content that focuses on them. Sharing content that interests them creates
affinity and connection and opens the door with your prospects. Providing content
that interests your audience, that might not even have anything to do with your
industry or what you do, can provide value and thereby remove barriers that get the
customer to look at what it is that you do. By targeting the correct audience with
the correct shared content, you will open opportunities to what your business
provides.
Audience targeting in digital media marketing is beyond important. It is the
foundation of every marketing component you will ever implement. When
your target audience is dead on correct, the likelihood that your messaging, content
and effectiveness will attract, retain and convert connections to customers
dramatically increases.

YouTube advertising
YouTube advertising, done through Google Ads, is a way of advertising your
video content on YouTube or in search results so you can maximize your user
reach. This could be your video playing before a user views another's video or
showing up in YouTube search results for people to watch in full.

YouTube channel
It is your home page on YouTube
A personal YouTube channel is available to everyone who joins YouTube as a
member. The channel serves as the home page for the user's account, and you can
have more than one YouTube channel.

How to Create a YouTube Personal Channel

Anyone can view YouTube without having an account. However, you need
to create a YouTube channel (it's free) if you plan to upload videos, add
comments, or make playlists. Here's how:

1. Log in to YouTube with your Google account.

2. Attempt any action that requires a channel, such as uploading a video.

3. At this point, you are prompted to create a channel if you don't already have one.
4. Review the information that's displayed, including your account name and image,
and confirm the information is accurate to create your channel.

How to Create a Business Channel

An individual can control a Brand Account with a different name from his
personal Google account, and other members of YouTube can be given
permission to access and manage the channel. Here's how to open a new business
channel:

1. Log in to your YouTube account.

2. Open the YouTube channel switcher page.

3. Click Create a new channel to open a new business channel.

4. Enter a Brand Account name in the space provided and then click Create.

Youtube Ads:

YouTube advertising, done through Google Ads, is a way of advertising your

video content on YouTube or in search results so you can maximize your user
reach. This could be your video playing before a user views another's video or
showing up in YouTube search results for people to watch in full.

On YouTube, people can discover videos in various ways (for example, by

searching on the YouTube search page, clicking suggested videos on the watch
page, or choosing a video from the homepage feed). You can use YouTube to
advertise more effectively to people who are searching for your product or brand.

Benefits of YouTube ads

 Connect with your audience: Ads that play on or run next to YouTube
videos can help you connect with potential customers in a unique and
memorable way. You can be personal, share your expertise with the world,
or put the camera on yourself and explain how your product or service can
benefit your audience.
 Reach the right audience: Reach your customers on YouTube by topics,
keywords, or demographics, like "women under 35."
 Create a campaign in only a few minutes: Create your Google Ads
account, set up a campaign, and reach your audience.
  Measure your success: Find out if you're reaching the right audience.
Check your Google Ads account to track views, costs, and budget details.
Visit the "Analytics" tab in your YouTube account to learn more about your
viewers. For example, you can see which videos your customers are
watching and for how long.

Ad formats for YouTube

Depending on your goal, you can use different ad formats built for YouTube.
These ad formats are:

 Skippable in-stream ads:

Skippable in-stream ads play before, during, or after other

videos. After 5 seconds, the viewer has an option to skip the ad.

 Non-skippable in-stream ads:

Non-skippable in-stream ads are 15 seconds (or shorter) and

play before, during, or after other videos. Viewers don't have the option to
skip the ad.

 Bumper ads:

Bumper ads are 6 seconds (or shorter) and play before, during,
or after another video. Viewers don't have the option to skip the ad.

 In-feed video ads:

In-feed video ads consist of a thumbnail image from your

video with some text. While the exact size and appearance of the ad may vary
depending on where it appears, in-feed video ads always invite people to click to
watch the video. The video then plays on the YouTube watch page or channel
homepage.

 Masthead ads:

Desktop
 o A featured video in a Masthead ad autoplays without the sound for up to 30
seconds at the top of the YouTube Home feed. The Masthead ad can appear
in a widescreen or 16:9 aspect ratio format and includes an information
panel to the right that automatically uses assets from your channel. You can
optionally include up to 2 companion videos in this panel. People can click
the mute icon if they want to hear sound from the video.
o After autoplay, the main video defaults to the video thumbnail. When
people click on the video or click on the thumbnail, they’re taken to the
YouTube watch page for the video.

Mobile

o A featured video in a Masthead ad autoplays without the sound for the full
duration of the video at the top of the YouTube app or m.youtube.com
Home feed.
o The mobile video Masthead ad features a video thumbnail, customizable
headline, description texts and an external call-to-action (CTA). The mobile
video Masthead ad also automatically pulls in the channel name and icon
from the advertiser’s channel. When a user clicks on the mobile video
Masthead ad, it will exit to the YouTube watch page for the featured video.

TV screens

o A featured video in a Masthead ad autoplays (where supported) without the

sound for the full duration of the video at the top of the YouTube app for
TVs. The Masthead ad can appear in a widescreen or 16:9 aspect ratio
format. People can use their TV remote to interact with the Masthead ad.
After autoplay, the main video defaults to the video thumbnail. When
people click on the video or thumbnail, they're taken to the watch page for
the video to watch full-screen.
o You can’t add a CTA to a Masthead ad on TV screens.

 Outstream ads

Outstream ads begin playing with the sound off. Viewers can tap the ad to
unmute the video. Outstream ads are designed to increase your video reach
at an efficient cost.
Tips for optimizing your Video campaign

Video ads provide a range of viewer actions that can be measured and tracked so
you can better achieve your advertising goals. For example:

 If you find that your video ad's view rate is lower than ads in your other
campaigns, you can adjust your campaigns for a higher view rate.

 If your cost-per-view (CPV) is higher than your target CPV and you're
willing to reach a broader audience, try adjusting to a lower CPV.

To help you with the above, this article provides tips on the following 8 areas:

1. Use different video creative to engage more customers

2. Voice-over to a video campaign

3. Make the most of your cost-per-view (CPV)

4. Make the most of your view rate

5. Make the most of your click through rate (CTR)

6. Narrow your targeting

7. Improve your bidding

8. Use video remarketing

9. Use advanced campaign settings