In an effort to get more content to their site, YouTube has revealed a few policy changes meant to encourage new content creation by small businesses. Among the new changes, AdWords is now available for all YouTube creators, YouTube is also giving away free ad space, and the site has released an Advertiser Playbook to help brands learn how to promote their content.
With AdWords for video advertisers can:
- Find the right audience: AdWords for video production provides a range of options to reach the right audience. For example, advertisers can promote their video by keyword to appear in YouTube search results, or advertisers can choose to show their ad against content their customers are most interested in – such as sports or music.
- Measure the effectiveness of ad spending: On average, YouTube has found that video ads drive a 20 percent increase in traffic to a company’s website and a 5 percent increase in searches for their business. With AdWords for video editing, advertisers can see how many viewers watched their entire video, visited their website, stayed on their channel to watch another video, or subscribed to their channel, after viewing their ad.
- Only pay for engaged views: With TrueView video ads, advertisers only pay when viewers choose to watch their ad. This means their ad budget is focused on viewers interested in their video. And by displaying a call-to-action overlay on their video advertisers can talk about a sale or specific offer to their viewers, share more information about their business, or drive traffic to their website.
-Greg Jarboe, ReelSEO
Additionally, YouTube is giving away $50 million in free Google AdWords advertising to help 500,000 businesses launch a video campaign. New AdWords users can receive a $75 credit toward video advertising when they sign up.
Likewise, YouTube has created an Advertiser Playbook, which covers topics such as interesting content creation to video content promotion. It highlights the power of video with several case studies, including the Rokenbok Toy Company success story.
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