Since the video itself is so important, let’s go over what you can do to set the YouTube Advertising campaign up for success. Here are my 3 best practices.
Plan the first 5 seconds carefully!
As mentioned on my YouTube marketing page, videos can be 12 seconds to 3 minutes in length. This determines whether someone watches the ad or skips to the main content as soon as they get the chance. So, catch the audience’s attention in some intriguing way.
Furthermore, set the right tone to get the user to tune in. According to Google, humor results in greater ad recall and brand awareness. Humor may not fit for all brands, in which case a suspenseful or emotional tone should work well.
Create the video specifically for YouTube…
Clients may lift and shift a commercial made for TV, but it’s not the best practice as TV commercials are made for a different media vehicle and a different audience. While a TV commercial can work, you’ll get the best response rates from videos that are re-edited for YouTube or created from scratch with YouTube in mind.
Use multiple videos within the campaign
Similar to using multiple ad groups within a Search campaign, using multiple videos within a YouTube campaign allows us to optimize. And there are plenty more tips out there pertaining to video recording.
You should also check out what Google says about YouTube best practices