Answers to common questions about YouTube Ads

Answers to common questions about YouTube Ads


I never hide my love of YouTube ads. It’s my favorite channel to use to run paid campaigns because it’s a cost-effective way to build brand awareness and also drive user action. Whether I’m pitching the channel to a client or already running campaigns, I seem to come across the same set of questions about YouTube ads. I wanted to use this post to address the questions I typically see to help you easily answer the same questions you may receive in the future.

Do you really get free advertising from YouTube?

Short answer: Yes, you can, but it is not exactly the way you think. Google doesn’t hand over vouchers for free ad spend every month. What we do get is the opportunity for free brand awareness. Advertisers running video campaigns in Google Ads only have to pay when users watch a good portion of your ad.

Advertisers only have to pay for views if either a user watches your TrueView ad for thirty seconds, or if they watch the entire video of an ad that is less than thirty seconds. So if you have a thirty-second ad, and users only watch twenty-eight seconds of the ad every time, you will never pay for those views. Now name any other marketing channel that will offer you free, consistent branding like YouTube can. Exactly.

Since advertisers can choose to add additional components to their videos such as the new call-to-action extension or shopping cards, they still could get charged for views under thirty seconds. If users watching your ads, interact with your additional elements, you will be charged for those clicks. You just have to understand you will be charged for which ever action happens first: the thirty-second video view or the physical click engagement.

Video ads aren’t counting towards my total views. Why?

Let’s set up the scenario a little bit. You may see a video you are using as a video ad have a certain view count within Google Ads like we can see in this image.

bidding options for YouTube campaigns so you can get an understanding of all of your choices.

Dig in and get familiar with video campaigns

The more you know about the ins and outs of a video campaign in Google Ads, the more likely you’ll see better results. With the ability to get free brand awareness 24/7, there is no excuse for any advertiser to avoid testing out a video campaign. Find out what your audience likes to engage with and use the answers from this post to better help you structure your campaigns, measure performance and get in front of the right audience.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author

Clix Marketing. While he is hands-on in all aspects of PPC, his true passions lie in Display, Remarketing, and YouTube. He is a regular contributor to Search Engine Land, Marketing Land, and WordStream. He has also written for PPC Hero, SEMrush, Unbounce, Leadpages, Optmyzr, and AdStage. He has hosted webinars for SEMrush, Unbounce, Quora and Bing Ads. He regularly speaks at conferences such as SMX Advanced, SMX West, SMX East, HeroConf, Confluence Conference, Digital Olympus and more. Finally, he was named a Top 25 Influential PPC Expert by PPC Hero in 2017 and 2018.

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