Page 266 - SKU-000506274_TEXT.indd

C h a p t e r 2 2 Advertising Your YouTube Videos 245

until you’ve hit your budget level, then ceases all further display; you’re never
charged more than what you budgeted.

Most online ad networks, including YouTube, work with a daily CPC budget level.
So, for example, if you set a $100 daily budget and bid $2.00 per click, your ad will
run until you’ve received 50 clicks. (That’s $100 total budget divided by $2 per
click.)

PPC advertising is typically associated with the major search engines—Google,
Yahoo!, and Bing. In fact, the largest PPC ad network is Google AdWords, which
places PPC ads on Google’s search results pages. Google also runs the PPC advertis-
ing on YouTube’s site—which can also tie into AdWords advertising, if you already
have an AdWords account.

Note

There is a noticeable similarity between YouTube Promoted Videos and
Google AdWords. They’re both part of the same Google empire, after all,
and actually share much of the same backend.

How YouTube Promoted Videos Work

YouTube introduced its Promoted Videos program as a means for users to promote
individual videos they’ve uploaded to the YouTube site. Each Promoted Videos ad
promotes a specific video; to promote more than one video, you have to run multi-
ple ads. Naturally, YouTube lets you run as many ads as you want, all at once.

Promoted Video ads appear on YouTube’s search results pages. When someone
searches for a particular topic, ads related to that topic appear in the Promoted
Videos section on the right side of the page.

Note

Sometimes Promoted Videos also appear at the top of the search results
page, in a shaded box.

As you can see in Figure 22.1, each Promoted Videos ad includes a title, a brief text
description, and the producer’s name, as well as a video thumbnail. When a user
clicks on the title or thumbnail, he or she is taken to the advertiser’s video page;
when a user clicks the producer’s name, he or she is taken to the user’s channel
page. In either instance, when a click is made, the advertiser is charged for that
click.