Google Creator Playbook Version 4 - Manual (Page 80)

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Promotion on YouTube
• Give it a real title – ad titles are visible to the user
so don’t call it an “ad.” Use this space to double-
down on your CTA and name it something like
“subscribe to my channel”
• Upload to the channel you’re promoting
– upload the ad as unlisted or public to the channel
you’re trying to promote.
TrueView InDisplay
InDisplay ads appear as a thumbnail and text on
YouTube watch pages in the right-hand pane of
suggested and recommended videos. You pay a
“cost-per-view” when a user clicks-through your ad and
begins watching your video on a watch page.
InDisplay ads are a great place to promote your
existing videos, but before you do, make sure they are
well-optimized:
• Annotate to more content – drive viewers to more
of your videos by annotating to playlists and
other videos.
• Upload a compelling thumbnail – use clear,
interesting, and creative thumbnail to entice users
to click your video ad.
• Use CTAs – make sure the video you’re promoting
includes calls to subscribe, engage, or watch
more content.
TrueView Ad Formats
TrueView InStream
InStream ads are like TV commercials – they play
before the start of a monetized YouTube video. Viewers
see five seconds of your ad and then can keep
watching or can skip it. You pay a “cost-per-view” if they
choose to watch at least 30 seconds of your ad.
For Instream ads, don’t simply repurpose your other
video content. Create a compelling ad by staying
creative and following these strategies:
• Keep it short – shoot for 30-60s
• Show viewers what you’re all about – include
clips of your content and make the ad is in the
same style as the content on your channel.
• Make the first 5 seconds count – after this the
user can skip your ad. Convince them to stay!
• Use Calls to Action (CTA) – tell users exactly what
you want them to do after watching your ad.
• Give users time to take that action – the last 10
seconds or more of your video should give users
time to click. Create a static call to action, like an
end-card for your ad.
Get even more mileage out of your new
TrueView Instream ad – upload it as your channel’s
welcome video.
To drive subscriptions with your
Instream ad, use this page as your destination url: www.
youtube.com/subscription_center?add_user=[insert
your channel here]