How To Use YouTube For Online Marketing

YouTube For Online Marketing

How many times do you open a video on YouTube and have an advert pop up before the video you clicked on will start to play?

Even though you can only click on the skip button after a few seconds, those few seconds of advertising can still give you the boost you looking for.

YouTube is the second largest search engine in the world. Think about it for a moment, if you want to preview a movie your friends have talked about, you go to YouTube. If you want step by step instructions on how to do something, you go to YouTube.


YouTube has three main times of advertising that you can choose from, so we are going to look at each type of advert in detail and we are going to help you decide when to use each one.

In-Stream Adverts

These are those adverts that allow you to skip after a few seconds.

YouTube - In-Stream Adverts

You probably asking ‘How do these adverts help?

Well, in those first few seconds you can definitely get your name out there. Even though most people DO click the skip button, there are others who would actually watch the full advert. YouTube only charges you for these adverts after it has played for 30 seconds or more.

The YouTube advert is always linked directly to a landing page on your website which MUST be about the advert. If you choose to use the in-stream type of advert, you need to make sure that you grab the attention of the viewer within the first 5 seconds.

When would in-stream adverts be effective?

  • When you want to advertise a promotion
  • When you want to get your name or brand noticed

Tips for targeting viewers

You can target viewers by:

  • Keywords
  • Similar content
  • Specific channels
  • Web pages

These targets will mean that people who search on YouTube for things that compliment your advert will get to see your advert, increasing the possibility of them clicking on your advert and visiting your website.

In-Display Adverts

These are the adverts that show on the side of the video you currently watching on YouTube.

YouTUbe - In-Display AdvertsHow do they help?

This is where you would really go to town with your advert.

The in-display advert is similar to a full on TV commercial. Once a person clicks on the advert they are interested and probably intend watching the whole advert.

The in-display advert is NOT meant to take the viewer away from YouTube.

When would the in-display adverts be effective?

  • To increase your YouTube followers
  • To direct traffic to your website by Call to Action links within the advert
  • To reach more people

Tips for using in-display adverts

  • Use links for call to action within the description AND the video itself
  • Be creative
  • Use eye catching images with bright colours or borders
  • Use large text
  • Use clear call to actions

The in-display adverts do cost more than the in-stream adverts, but if you are able to allocate the budget it is a great way to get creative and target your YouTube followers.

In-Search Adverts

These adverts appear in the search results page when a viewer types a specific search into the box on YouTube.

They are highlighted as an advert with a little yellow box next to the thumbnail.

YouTUbe - In-Display Adverts

How do they help?

These types of adverts are very similar to the in-display adverts. They still keep the viewer within YouTube unless you have call to action links in the video which will take the viewer to your website.

Tips for in-search adverts

Like with the in-display adverts you need to attract attention, keep on the topic and be informative. Your call to action should direct to a page on your website which keeps the theme of your video so that viewers can be sure that they are in the right place after clicking.

Another great way to use in-search adverts is to advertise your YouTube channel by attracting viewers to the video which will then open the YouTube channel where viewers can see everything else you are able to help them with.

Using the in-search advert to advertise your channel increases your chances of followers and if you have set up all the videos on your channel with call to actions and links back to your website you increasing your traffic at the same time.

Tips for in-search adverts

  • Clear call to action in the video
  • Attractive thumbnail image
  • Inviting headline

All of these will improve the amount of clicks your YouTube in-search video gets, which will quickly snowball into site traffic and sales.

Now that you know about the different types of YouTube adverts, it is easier for you to decide which ones you want to use.


  • James Sullivan

    January 3, 2015

    Eric, Thanks for the well written article, it was inspiring and powerful.

  • Eric Galuppo

    January 13, 2015

    Thanks James. Glad you liked it!

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