Welcome to another episode of quick and dirty marketing tips. My name is Zack Greenfield, and today we're going to cover YouTube video advertising and retargeting. So stick with us and we're going to get right into it. 

And then, uh, reference a couple of things about putting together some stuff. We're going to do some more videos on how to make great video ads for your business. So watch out for those, make sure you subscribe and like this video. So you don't miss the stuff that's coming up. That's going to follow this. Okay. So then what YouTube offers for you as a business, as it offers you like TV, like advertising, I've got some notes right here, but the way that that works is, and you probably have watched YouTube. So you've experienced these. You can get an intro ad and you can get some interstitial ads. 

Inside content that hopefully your customers are watching. So TCO means ads that are, you know, in the middle, like a commercial break, which you've definitely experienced on TV. Now there's a couple of things you need to know with that. If you don't want to allow your ad to be skipped, it needs to be 15 seconds or less. So that's a pretty tight ad to punch your message out there, but it can be done. And we will cover 15, second and 32nd ads. And what I call two minute long version storytelling ads in our upcoming video series. But for right now, you need to know that 15 seconds, we'll get you an ad that people can't skip anything up to two minutes. They can skip, but they definitely are going to be forced to watch those first six. So when you're producing, you've got to come up with a really engaging first six seconds, which is typically about the length of the first segment of an ad. 

That first segment is so important on YouTube, just like it is on TV. Okay. So that's kind of what you're working with. Those are the boundaries. Now, of course it goes without saying no on Google, they're very strict about any vulgarity or Gore or, you know, negative imagery or anything like that. Your ads will go into review process before they're approved to run. So, you know, you don't want to put any crap out there. Now that's not to say though that you don't want to be engaging and grab that viewers attention. So you need to do that, but do it in a positive way. Of course, um, the audience, you know, and how you're going to target that ad works very similar to the way that Google's ad platform works with IPPC and display and they're re you know, and the retargeting stuff. Um, you're going to have the opportunity to choose by interest by search by keyword, and then also put some demographic parameters and geographic parameters on those ads. 

So you can show people that are interested in X that are living in this certain, um, area that are, say women age 35 to 55 or something like that. So you have some parameters, or you can just fall back on, you know, the keyword stuff, which is really a Google has been, you know, their main game and trying to figure out what keywords somebody would be searching on YouTube or searching in general. Cause remember their cookie and their identity has been stored with Google for those devices that they're using. So if Google sees them repetitively searching for kittens, and do you have an ad that is about kitten products, then you can use that keyword to target people that have that interest. So just remember though that the broader it gets, the more expensive it gets and the more competitive the bidding gets, the more narrow and the more you can focus down on what your true customer is, the more likely you are to have a lower ad costs. 

And the more likely you are to get in front of the right people for you, however, you know, then the whole, the numbers come down in terms of like how many impressions and so forth. So there's a little balancing act in there and that's where, you know, you're going to be wanting to optimize and do some testing and so forth. Um, we love them for the same reason. We love a lot of ads that are video based. Um, video ads are just the best way to promote your business. The other thing that I love about YouTube is it falls along with that Omni channel strategy, where if somebody is on the internet, you want to get them on display retargeting. If somebody is on social media, you want to take advantage of those Facebook and Instagram, uh, platforms, retarget them there. And then if somebody is just gobbling up YouTube videos, you don't want them to forget about you when they're doing that. 

So you really want to be over there as well. So this is another ecosystem that Google controls much like the discussion we had about Facebook and Instagram, where it's a small pond. That's not the greater internet, but you want to be fishing in that pond because your users are going to go there and you don't want to lose them when they're in that environment. Because that means if you have aggressive competitors, they're going to be there waiting to swoop up your potential clients. So don't neglect video ads on YouTube. If you're going for that really powerful omni-channel strategy that we talked so much about here. So if this helped inspire you and kind of get your head straight about what the opportunity is and the parameters you have to work with. That's awesome. Go ahead and like, and subscribe the video. We're going to bring to you in the upcoming episodes, more videos about how to create great stuff for both this environment and video advertising in general, which can be used on Facebook, Instagram, and even on your home pages. So stay with us and we'll see you on the next one.