Optimizing YouTube pre-roll ads can be challenging because they are interruptive and the viewer has the option to skip the ad. However, when created and marketed properly, they can pack a punch in terms of brand awareness and brand recall.
Unlike TV commercials, pre-roll ads can be optimized for specific demographics and interests. For example, a business with an active presence on social media may want to target users who have been searching for the product or service that the company provides. This can be done using interest-based targeting as well as location, age, and gender-based targeting.
Maximizing Results: Optimizing YouTube Pre-roll Ads
Once the targeting has been completed, the next step is to create a video for the ad. This should be shot and edited in-house and then uploaded to the company’s YouTube account (not personal). The business should then set up a new Google Ads campaign with a Cost Per View (CPV) pricing model.
As with any Google Ads campaign, a budget will need to be set and this should be determined by the business’ goals for the pre-roll video. If conversions are the goal, it is recommended that the ad be at least 15 seconds long and contain a clear call to action. If the goal is brand recall, it is suggested that the ad be shorter and focus on branding within the first few seconds. Studies have shown that videos that reveal the brand within the first few seconds have a higher aided brand recall rate than those that do not.
