How To Get More Local Customers Online Using YouTube Ads For Your Business

Most small business don’t have a huge marketing budget and need to make their marketing budget go as far as possible. There are many options but you have probably overlooked YouTube Ads.

You probably visit YouTube often – maybe at least once a day. You have no doubt sees the ads that run before videos. These ads are crushing it when it comes to generating leads and getting new customers online.

YouTube Ad Statistics

– YouTube has more than one billion users – that’s almost one-third of all internet users.

– 45% of users watch more than an hour of YouTube videos per week.

– More video content is created online in 30 days than has been created by all major US television networks in 30 years.

– 46% of all users act after watching a video ad.

How To Use YouTube Ads To Get More Customers and Leads

YouTube Advertising Options : Types of YouTube Ads

You need to know your YouTube Ad types. There are three to consider:

1. YouTube TrueView In-Stream Ads are the ads you’re probably most familiar with on YouTube. These are the ads that stream before a video. They often come with a “Skip Ad” option that displays after five seconds. One thing you may not know is that if a viewer skips your ad, you won’t pay for the view. That’s key if you have a limited ad budget.

2. YouTube Discovery Ads show up in YouTube search results and look just like other videos. To get viewers to choose your ad, you’ll need an eye-catching thumbnail to grab their attention. Here again, you’ll only pay if a viewer clicks on your ad. You won’t pay to have your ad displayed in the search results.

3. YouTube Bumper Ads are very short ads that can’t be skipped. They’re most often targeted to mobile users, and they’re ideal if you have a message that can be conveyed in just a few seconds.

You’ll need to decide which ad format is best suited to your company.

Video Ads Best Practices

Now, let’s look at some simple things that can help you generate tons of local leads with YouTube ads.

Keep Your Bumper Ads Short, usually less than 10 seconds.

YouTube In-Stream ads can vary in length, but 30 seconds is a good length to keep the viewer interested.

Discovery ads can be longer – as much as two minutes – but make sure the content is engaging. That’s the only way that you’ll keep a viewer’s attention and get them to click your call to action.

YouTube Ads should:

– Grab Users’ Attention from the Start

– Target your audience’s biggest pain point.

– Tell a compelling story, people will keep watching to find out how it ends.

– You MUST have a Call to Action

– Optimize Your Landing Page for Video Viewers

Lead Generation on YouTube Doesn’t Have to be Expensive…

Provided you choose the right place to run your ads and follow these simple guidelines, you should start seeing high-quality leads from your ads quickly. And from there, you can nurture those leads and turn them into loyal, paying customers.

Behavioral Ad Targeting Not Paying Off for Publishers, Study Suggests

Finding could affect where publishers line up in brewing privacy battles

Are creepy advertisements really necessary to support the free web?

A new academic study suggests they aren’t.

Behavioral advertising, which involves collecting data about readers’ online behavior and using it to serve them specially tailored ads, often through bits of code called cookies, has become the dominant force in digital advertising in recent years.

But in one of the first empirical studies of the impacts of behaviorally targeted advertising on online publishers’ revenue, researchers at the University of Minnesota, University of California, Irvine, and Carnegie Mellon University suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t. The study tracked millions of ad transactions at a large U.S. media company over the course of one week.

That modest gain for publishers stands in contrast to the vastly larger sums advertisers are willing to pay for behaviorally targeted ads. A 2009 study by Howard Beales, a professor at George Washington University School of Business and a former director of the Bureau of Consumer Protection at the Federal Trade Commission, found advertisers are willing to pay 2.68 times more for a behaviorally targeted ad than one that wasn’t.

Much of the premium likely is being eaten up by the so-called “ad tech tax,” the middlemen’s fees that eat up 60 cents of every dollar spent on programmatic ads, according to marketing intelligence firm Warc.

The online ad ecosystem is complex and opaque, said Alessandro Acquisti, a professor of information technology and public policy at Carnegie Mellon’s Heinz College, who conducted the study along with Veronica Marotta and Vibhanshu Abhishek. It is “hard to understand how much value each participant in the ecosystem is adding to the process, and whether the fees different intermediaries receive are commensurate to their value added,” he said.

Publishers’ inability to benefit much from behavioral targeting could have implications for policy as lawmakers in Washington, D.C., debate the shape of national privacy legislation. The ad industry is pushing for new federal rules, partly to head off the risk of a state-by-state patchwork of privacy laws, following the passage of California’s own privacy regulations.

“It is a huge finding in terms of the policy debate,” said Ashkan Soltani, one of the authors of the California Consumer Privacy Act who formerly served as the chief technologist for the FTC. (Mr. Soltani also served as a technical adviser to The Wall Street Journal’s 2012 series on privacy, “What They Know.”)

“All of these externalities with regard to the ad economy—the harm to privacy, the expansion of government surveillance, the ability to microtarget and drive divisive content—were often justified to industry because of this ‘huge’ value to publishers,” Mr. Soltani said.

The shift toward behavioral targeting has come along with two other trends: the emergence of the Google- Facebook duopoly, which in 2018 accounted for 58% of U.S. digital ad spending, according to eMarketer Inc.; and the stalling of digital display ad revenue growth for many digital publishers.

A 2015 report by marketing and e-commerce research firm Econsultancy found that 40% of digital publishers’ display ad revenue was stagnant or shrinking. Over the past year, many of the largest digital publishers have been forced to cut staff and explore consolidation as growth has stalled.

Michael Zimbalist, the chief strategy and innovation officer at Philadelphia Media Network LLC who previously spent a decade working in digital advertising at New York Times Co. , argues the value of behavioral advertising to publishers was always misrepresented.

“Behavioral targeting has been completely overhyped in its value for publishers from the day it was first invented,” he said.