YouTube, the second most visited website in the world

YouTube was born in 2005 as a platform for sharing videos online that users can comment and vote on. It is the second most visited website in the world, after Google and before Facebook. More than a billion users connect to the platform every month, spending on average more than an hour a day watching videos on mobile.

The video is in fact an ever-growing format, both for entertainment and for information, and YouTube is undoubtedly the reference for dissemination of this type of content.

Just think that, according to recent research in Italy, 23% of people between the ages of 25 and 44 say they spend more time on YouTube than in front of the television, 63% surf online while watching TV and 80% indicate YouTube as the favorite platform for watching videos. In addition, 39% of respondents are subscribed to at least one YouTube channel.

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The advantages of Youtube’s advertising campaigns

In the last two years, the small and medium-sized businesses that advertise on YouTube have doubled, the advertising campaigns on YouTube allow in fact to target a very profiled audience (based on the information collected by Google and the searches carried out on the platform), investing even low budgets. Ads can be used to generate leads, traffic to a website or just to increase brand awareness and make your brand more visible.

Campaigns on YouTube can be activated through Google Ads. There are numerous advantages to advertising on YouTube:

  • Target selection: YouTube gives the opportunity to create highly segmented campaigns to reach specific targets based on different parameters such as keywords searched by the user, interests, video topics, age and gender. You can also choose to run your ad only on individual YouTube channels or even on individual videos. The platform also offers a remarketing campaign service showing ads to people who have already viewed or interacted with one of the videos.
  • Measurement and monitoring: YouTube allows us to know if we are reaching the desired audience, how many times the ad is ignored and in what percentage it is seen. The platform also provides users’ socio-demographic data.
  • Low costs: The CPV (Cost per View) for a well-structured and optimized campaign can be even less than € 0.10, with only five/ten cents it is therefore possible to show a promotional video to a user (the cost is variable by sector). With ads on YouTube, you are then guaranteed to pay only those actually displayed, that is, if they are viewed for at least 30 seconds, therefore if the ad is “skipped” or displayed, no amount will be charged to the advertiser.
  • Ad Diversification: YouTube allows you to differentiate your ads based on your specific needs, from shorter ads that can’t be skipped by users, to longer videos that can be skipped after the first 5 seconds.

Phases of the projects

1. Sector analysis

Once the brief is received from the customer, a preventive analysis of the customer’s YouTube channel (if any), of the keywords most searched for by users in the sector of interest, is carried out, together with an analysis of the positioning of the competitors’ websites (for which keywords they are positioned). With this data, you can set up an effective YouTube Ads strategy.

Timing: 5 working days from receipt of the brief (to be confirmed based on the specific project)

2. Define campaign settings

The target audience is defined together with the customer (based on various parameters such as keywords searched by the user, interests, video topics, age and gender), the objectives to be achieved (generate leads, traffic to a website or to increase brand awareness and make your brand more visible), the subject of the campaign with the identification of the specific landing page, the budget and the type of ads that you want to use.

YouTube allows us to diversify ads according to our needs. From shorter ads that can’t be skipped by users, to longer videos that can be skipped after the first 5 seconds.

  • TrueView In-Stream Ads: appear within other videos and can be skipped after the first 5 seconds. They can be viewed on the video and display partner network during or after a video.
  • Video Discovery Ads: ads of this type appear in YouTube search results and in the related video column.
  • Bumper Announcement: videos of reduced duration (cannot exceed 6 seconds) that are displayed while the user is watching a video. It cannot be skipped.
  • Display ads: these are the classic banners (images, gif or html) visible to the right of a video or overlaid. They are created through a display campaign and their cost is calculated through CPC (cost per click), CPA (cost per action) and CPM (cost per thousand impressions).
  • Masthead Ads: this type of ad must be booked directly with YouTube (which will charge the site reservation for 24 hours). The masthead can have different sizes and formats, depending on the device on which it is displayed, usually on desktop it consists of a horizontal block placed on the top of the YouTube home page.

Once the campaign settings have been agreed, we proceed with the collection and creation of all materials.

 

Timing: during meeting/call with client (to be confirmed based on the specific project)

 

3. Video creation (optional)

If necessary, it is possible to proceed with the creation of an ad hoc video for the campaign with the support of professional videomakers. The details are to be defined in the commercial phase.

 

Timing: 5 working days from the confirmation of the activity (to be confirmed based on the specific project)

 

4. YouTube channel creation (optional)

If it does not already exist, it is possible to proceed with the creation of the corporate YouTube channel, inserting profile images and covers, the main contact information required by the channel and the video to sponsor.

 

Timing: 5 working days from receipt

 

5. Video upload and platform configuration

Once the video to be sponsored and the general campaign settings have been approved, it is possible to proceed with uploading the video to the customer’s YouTube channel (the video can be uploaded independently by the customer or directly by the SEM Specialists of Spada Media Group. Proceed in this sense, the customer must provide the Agency with the credentials to access the channel). The advertising platform will then be configured, connecting the Google Ads platform to the Google Analytics service where possible, which allows you to monitor access to the site / landing page. In order to be able to monitor the progress of the campaign in detail, it is necessary to install a tracking pixel within the landing page.

 

Timing: 3 working days (to be confirmed based on the specific project)

 

6. Start campaign

Once all the materials have been approved and the platforms have been set up, the campaign is launched with daily performance monitoring and daily / weekly proactive and reactive optimization.

 

Timing: once all the materials are ready (to be confirmed based on the specific project)

 

7. Reporting

Periodic monitoring of the campaign, constant optimization of the ROI (return on investment) and activation of advanced statistics on the site through the Google Analytics service. Reports will be provided on a monthly basis that report the statistics of impressions, views, video viewing percentage, average CPV, total budget spent.

 

Timing: after 5/7 working days from the end of the campaigns (to be confirmed based on the specific project)

 

Staff employed

Account Manager: is the reference figure for the customer and is responsible for managing all the operational phases necessary for the launch of a YouTube video campaign, acting as an intermediary between the customer / commercial area / SEM Specialist / videomaker.

SEM (Search Engine Marketing) Specialist: is a certified specialist who deals with generating traffic of value to the client’s website through the promotion of videos uploaded to YouTube.

Professional videomaker: takes care of the shooting and subsequent editing / post-production of the video, through the use of professional equipment and software.

Graphic Designer: takes care of creating campaign materials (banners and landing pages, if required) from a graphic point of view, devising the creative concept of the message to be conveyed and respecting the technical specifications of the respective media.

 

Plus of the service

Target selection: YouTube gives the opportunity to create highly segmented campaigns to reach specific targets based on various parameters such as keywords searched by the user, interests, video topics, age and gender.

Measurement and monitoring: YouTube provides socio-demographic data of target users, giving precise information on how many times the ad is ignored and in what percentage it is seen.

Low costs: The CPV (cost per view) for a well-structured and optimized campaign can be even lower than € 0.10 (however, the cost varies according to the sector and the various parameters of the campaign). With YouTube ads, you are guaranteed to pay only those actually viewed (if they are viewed for at least 30 seconds), if the ad is “skipped” or displayed under 30 seconds, no amount will be charged to the advertiser.

Certified Partners: Our Google Ads department has certified consultants in all specialist disciplines such as Search, Display, Shopping and Analytics. As proof of the quality, experience and effectiveness of managed services, we have been Google Premier Partner since 2017 and are therefore in the top 5% of Italian web agencies in terms of managed budgets and level of customer service.

 

Why choose Spada Media Group

⦁ Google Premier Partner Certification

⦁ Accredited Professional Bing Ads

⦁ Consulting approach with a focus on digital marketing

⦁ The only agency for cross-media campaigns

⦁ Creation of off-site and on-site strategies aimed at specific objectives

⦁ Constant monitoring of campaign performance

⦁ Dedicated team of digital communication specialists

⦁ Training and continuous updating

⦁ Facebook and Linkedin Marketing Partner

⦁ Prestashop Partner Agency

⦁ Mailup Partner

Case Histories

CNP Partners

In June 2019, 4 videos were uploaded to Google Ads account alongside a brand protection campaign. The sponsorship of the videos was scheduled with a plan from June to the end of October. The videos obtained a total of about 80,000 views, but in addition to increasing the brand’s visibility, the video campaigns generated a volume of accesses to the site exceeding 3,000 users who, on average, visited 1.7 pages. In the same period, over 100 phone calls were generated through the Search Brand campaigns alongside video communication.

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