With nearly 2 billion users logging in each month, YouTube has become an increasingly popular platform for helping businesses reach and attract new audiences through advertising.
YouTube offers four types of ads on videos that are matched to a relevant audience. But how do you go about analysing the performance to maximise your returns? Let’s take a look at the 4 ad types in more detail:
Skippable Ads
These Ads can appear before, during, or after a video. They are skippable because users are able to skip after 5 seconds of viewing time. The focus on analysing skippable ads is examining the data of how many people skipped after the 5‑second mark, which you can find under video analytics in YouTube Studio. While the advantage of skippable ads is that you don’t need to pay unless someone watches at least 30 seconds, you should still aim to lengthen viewer retention.
Non-Skippable Ads
Similar to the above, the difference is that viewers are not able to skip and are required to view the full ad with a 15-second limit. Payment is based on impressions, and you can also find the data under YouTube Studio. For this type of ad, you need to look at the number of click-through rates (CTR) to views since the retention rate will naturally be higher as most people will watch the ad through, in order to view the video.
Bumper Ads
These are much shorter ads lasting 6 seconds or less, which are also non-skippable. You’re more likely to keep your audience’s attention given the shorter duration. Again, you will want to see the click-through rates based on the number of views, as well as the cost-effectiveness based on the charge of impressions.
Overlay Ads
These ads appear as an image or banner at the bottom of a YouTube video, allowing users an option to either close the ad (clicking on a cross), or clicking through to a website landing page. You will find data on the performance of these ads in Google Ads reporting since they are not videos. Look for the number of click-throughs vs. closing, compared to the number of people reached.
Maximising your Ads
When analysing the performance of your YouTube Ads, there are several key considerations. If you are reaching a large number of people, but with little or no click-throughs, perhaps you need to improve your video or image. For skippable ads, you should also consider the amount of revenue generated, or new followers gained depending on your goal. Bear in mind that the audience might also need to be tweaked if your ads are not getting as much reach as anticipated.
To maximise your advertising dollar, compare your ads to see which ones are costing you more in terms of results. For example, you might have a costlier Bumper Ad that is getting more click-throughs than a Non-Skippable Ad, in that case, it might be worthwhile combining the advertising budget on the more successful ad.
Need a hand with your YouTube advertising? Concept Designs & Marketing can help. We can help you determine the most profitable ad type and interpret the performance data. If you need engaging content, our team can also provide professionally designed videos and images.
Get in touch to give your YouTube Ads a boost today.
