Search engine marketing
YouTube is the world’s second most used search engine after Google. Around 90 % of internet users visit YouTube every month. Yet many small businesses do not advertise there — and that is an opportunity.
In brief
- YouTube advertising is bought through Google Ads.
- Impression prices (CPM) €8–35.
- Video is essential — a good or bad video decides everything.
- Works for brand and for conversion alike.
Ad formats
- Skippable in-stream: skippable after 5 seconds. The cheapest and most effective.
- Non-skippable in-stream: 15–20 seconds compulsory. More expensive but seen to the end.
- Bumper (6 s) — a short brand message.
- Discovery ads: in YouTube search results and recommendations.
- Masthead: the home page banner, extremely expensive.
Targeting options
- Topics and channels: which videos people watch
- Interests: Google’s segments
- Custom audiences — search terms and the pages they visited
- Remarketing — visitors who have been to your site
- Similar audiences: people like your current customers
The structure of the video
- 0–2 s — stop the eye with something unexpected
- 2–5 s: say why they should keep watching
- 5–15 s: land the message
- 15–30 s — CTA and brand
A realistic budget
- Test budget: €1,500/month plus video production
- Established brand advertising: €3,000–6,000/month
- A large brand campaign — €6,000+/month
Frequently asked questions
Can I use the same videos on YouTube and Meta?
You can, but adapt the formats separately. YouTube 16:9, Meta 9:16 and 1:1.
Does YouTube work for small businesses?
It works well on ROAS. Recommended for brands that already have some awareness.
Can I make the videos myself?
You can, and often should. UGC-style videos work better than studio-polished ones.
Related reading
Read these related articles and service pages too:
External sources:
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