I’m going to start this blog off with a two question quiz. Let’s see how you do.

  • Q1: Name the largest search engine in the world.
  • A1: Did you say Google? Great! You’re correct. Now on to the second question.
  • Q2: Name the second largest search engine in the world.
  • A2: No, it’s not Bing. Yahoo is not right either. Give up? It’s YouTube.

Yes that’s right. YouTube is the second largest search engine after Google. And with ads starting to show up more and more on YouTube, paid search advertisers can promote their videos to a variety of target demographics. We’ll look at how that’s possible, but first let’s talk about why you should run ads on YouTube.

Video Marketing is Growing To Be a Dominant Form of Marketing.

Here are a few stats on the current state of video.

  • In 2014, use of video content in B2B marketing increased from 8% to 58% (Source)
  • For Facebook, the number of video posts per person has increased 75% globally and 94% in the US. (Source)
  • In certain studies, including a video on your landing pages showed conversion rate increases up to 80%. (Source)
  • Last, Syndacast created an informative infographic summarizes the state of video in 2015.


I could list of a lot more of these type of statistics, but the point is clear. Seeing is believing, and people prefer visuals. Videos are more engaging to a user than reading paragraphs of text. You can use video media to explain a brand new product that’s hard to describe or showcase why your brand is better than the competition. And once you finally have a video ready to be promoted, PPC is an easy way to do it.

Targeting for Video Ads Is More Specific Than Normal Search Ads

YouTube ads allow advertisers to put their brand in the faces of people who may not have heard about you before. It’s not about getting the most users. It’s about getting the right users. And Google AdWords gives you control over what type of audience will see your videos. You can choose a certain demographic…

youtube demographics

You can also specify certain interests your desired audience is a part of…

youtube interest targeting

This layered, targeting approach will ensure advertisers are hitting the appropriate audience, thus not wasting budget on irrelevant users.

Two Ways You Can Promote Your Videos on YouTube

The first type of ad on YouTube is In-Stream. These PPC ads will show your video before the one they chose to watch. Using the targeting I briefly mentioned earlier, you can make sure your videos show up on related content. Here’s an example. I searched for “great baseball catches” and selected the first result. Before my video started, there was an ad for Hanes featuring Michael Jordan. I might be able to assume that they’re targeting sports fans, possibly male and maybe even my age demographic.

youtube instream

The second way you can market your videos on YouTube is with In-Display ads. These ads will either show up as a promoted, recommended video after you just finished watching one or as a promoted video in the search results. Here’s one example.

youtube indisplay

I searched for “motorcycle racing” on YouTube. The first two results we see are paid video promotions run through Google AdWords. The advertiser could be targeting users by topics, interests and even keyword targeting to make sure their content is showing to the desired, target audience.

In Addition to Brand Awareness, YouTube Ads Will Also Drive Traffic

Once your videos are showing to the right people, you can then use Google AdWords to invite users back to your site with a PPC ad on top of your YouTube video. The ad is subtle in the blue box below.

wisconsin oven youtube ad

If you didn’t disable the monetization setting for your videos, then you are giving YouTube permission to show other people’s ads on your site. However if you’re running your own PPC account, you can take control to just have your ads show on your videos making the perfect combination of video and PPC marketing.

Now You Know the Importance. So What’s Next?

To promote your videos on YouTube you need two things. First is a quality video. YouTube has the data to see what types of videos work best so following their best practices for video is a good place to start.

Second, you need to be running PPC ads through Google AdWords with a linked YouTube account. That’s it. You can be involved in a creative, engaging and highly-targeted marketing campaign that many businesses are still not using. Get ahead of your competition and capitalize on this platform!