You advertise on YouTube through Google Ads. After Google itself, YouTube is one of the largest places where people search, and video lets you explain a lot in a short time. You reach people on TV screens, desktop and mobile, in long videos and in Shorts.
For Google Ads in general read Google Ads. Want to know which video format fits which goal: YouTube Shorts or long video.
What you need
- A YouTube channel hosting your ad videos (they can be 'unlisted').
- A Google Ads account, linked to your YouTube channel.
- Conversion tracking in Google Ads or via Google Tag Manager if you steer on website actions.
Ad formats on YouTube
| Format | How it works | Billing (usually) |
|---|---|---|
| Skippable in-stream | Before, during or after a video; skippable after 5 seconds | Per view (CPV) or based on conversions |
| Non-skippable in-stream | Short, cannot be skipped | Per 1,000 impressions (CPM) |
| Bumper ads | Up to 6 seconds, not skippable | Per 1,000 impressions (CPM) |
| In-feed video | In search results and recommendations; someone clicks to watch | Per click or view |
| Shorts ads | Vertical video between Shorts | Depends on campaign type |
| Masthead | Top of the YouTube home page; by reservation | Fixed price per impression |
With skippable in-stream ads on view-based bidding you typically only pay when someone watches 30 seconds (or the whole ad if shorter) or clicks. Someone who skips after five seconds costs you nothing on that bid strategy, but did see your opening.
Campaign types in Google Ads
- Video campaigns for reach, views and consideration; you choose the goal and Google combines suitable formats.
- Demand Gen for conversions and traffic: video and image ads on YouTube (including Shorts), Discover and Gmail, with audiences based on your own data and lookalike segments.
- Performance Max also shows video on YouTube, as part of a campaign across all Google channels.
Targeting
You can target audiences (interests, life events, people in-market for something, your own customer lists and website visitors), topics, keywords and specific channels or videos (placements). Remarketing to people who watched your videos is one of the most powerful uses.
Creative that works on YouTube
- Grab the first five seconds. Name the problem or show the product straight away; a long brand intro gets skipped.
- Show your brand early. Even people who skip take something away.
- Make several lengths. A 6-second bumper, a short version and an explainer give the system choice.
- Vertical for Shorts. A horizontal video in a vertical environment looks out of place.
- Clear next step. Say what to do, and make sure the landing page matches.
When YouTube fits
YouTube is strong for explanation (products needing demonstration), brand awareness, reaching people on TV screens and remarketing. For direct leads on an urgent need, Search is usually more efficient. In practice they reinforce each other: people who saw a video search for your brand more often later.
Frequently asked questions about YouTube advertising
What does YouTube advertising cost?
You set your own budget. With skippable ads you usually pay per view, with bumpers and non-skippable ads per thousand impressions. The price depends on your audience, competition and how well the video performs.
When do I pay for a YouTube ad?
With skippable in-stream ads on view-based bidding you typically pay when someone watches 30 seconds (or the whole ad for shorter videos) or clicks. With bumper ads you pay per thousand impressions.
How long can a YouTube ad be?
Bumpers are at most 6 seconds. Skippable ads can be longer, but the first five seconds decide whether someone keeps watching. Short and to the point works better in most cases.
Can I advertise on YouTube without my own channel?
Your ad video must be on YouTube, so you need a channel. The video can be 'unlisted' so it doesn't show on your channel page.
What is the difference between YouTube ads and Demand Gen?
YouTube ads is the umbrella term for all ad formats on YouTube. Demand Gen is a Google Ads campaign type combining video and image on YouTube, Discover and Gmail, aimed at conversions and traffic.
Can I control which videos my ad appears on?
Yes, with placement targeting you choose specific channels or videos, and with exclusions you keep your ads away from unwanted content or categories.
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