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Video Ad formats for Youtube & Google Ads
20 ideas de marketing sacadas de «Video Ad formats for Youtube & Google Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales…
- 20 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 30 min
- Publicada en 2025
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Aprovechamiento de los primeros 30 segundos en anuncios In-Stream con CPV
Canales de adquisiciónEn anuncios in-stream de YouTube (1:00 a 1:30 min) bajo modelo de coste por visualización (CPV), se debe colocar el logotipo de marca visible y presentar/resolver el problema en los primeros 30 segundos; esto asegura impactos de marca gratuitos si el usuario salta el anuncio antes del cobro de los 30 segundos.
And so I would recommend, you know, potentially having the logo, right? So you're always getting that brand impression because what I like to run as a cost per view campaign where I'm going after a viewer who's most likely willing to stay with my video for the longest period of time. And so having that impression with that logo there allows me to continue to garner as many users as possible that see my logo, even if I don't pay for them after 30 seconds, you know, on a cost per view. And so when it comes to in-stream, I like a little bit of a longer video, about a minute, a minute 30, but…
Escúchalo en el minuto 2:40
Validación inicial de bajo riesgo en YouTube mediante anuncios In-Feed
Canales de adquisiciónLas marcas que empiezan a explorar YouTube Ads pueden validar la plataforma promocionando sus 3 mejores videos orgánicos mediante anuncios de formato In-Feed con pujas a CPM o CPV y presupuestos mínimos de 5 dólares al día para traccionar tráfico cruzado hacia el canal.
especially if they're a brand that's just starting out, I don't really trust yet YouTube. I want to just see something, you know, I just want to see the impact of it. Then run in feed and either a CPM or a cost per view campaign at a very low cost, and then pick your top three videos that you have on your YouTube channel to be able to run that. Because when a bit, when a user sees one video, they might go to your channel and watch those other two. Yeah. So that's the, that's the big recommendation. And you know, the way Google ads works, you can run five bucks a day and it's totally
Escúchalo en el minuto 22:22
Evaluar campañas de video en YouTube por su efecto halo y no de forma aislada
Medición y experimentosEl impacto de las campañas de video o Demand Gen en YouTube no debe medirse en silos analizando solo su conversión directa en la plataforma; su verdadero retorno se refleja en un efecto halo a nivel de cuenta, reduciendo los costos por clic (CPC) y los costos de adquisición en canales de búsqueda de pago y orgánica a 90 días.
What I want advertisers to understand is that YouTube, you're not going to get the level of engagement you are on something like a meta or something like a TikTok. You might see longer watch times and you might see a greater halo effect that you can't necessarily calculate in platform, but you might see within organic search or paid search. working with now is, is especially inside of whether you've got it in a video campaign line or a demand gen campaign line is that don't look at that data or conversion data in a silo by itself, because quite often it might just be reporting. You know, we…
Escúchalo en el minuto 8:12
Estructuración de anuncios de YouTube Shorts en 15 a 30 segundos
Canales de adquisiciónPara campañas de video en formato YouTube Shorts, se debe captar la atención de inmediato con contenido estilo UGC centrado en personas, aportar el valor principal por adelantado e incluir el llamado a la acción (CTA), todo concentrado en una duración de entre 15 y 30 segundos.
that's where I would want something a little bit more long form versus a short that is a bit more UGC, people-centric, really trying to capture somebody with a shorter attention span. Yeah, for shorts, I think one of the biggest best practices I can recommend is to start quickly, very similar to like TikTok, reels or stories. It's an area where you really want to start quickly, add value upfront, and you really ask for that call to action all within about 15 to 30 seconds.
Escúchalo en el minuto 1:51
Canales de adquisiciónEn YouTube Shorts, los anuncios con estética nativa de contenido generado por usuario (UGC) o testimonios de baja producción superan a las piezas publicitarias tradicionales; para maximizar la conversión sin provocar el salto inmediato del usuario, conviene presentar el contenido orgánico y rematarlo al final con una oferta concisa de 10 segundos.
I think shorts is primarily UGC. I think it is where people really want to know what type of longer form. But I think right now today, it is truly UGC is where I'm seeing the biggest impact, And if it's an addy type ad, so if it looks like an ad straight away, they're just going to scroll straight past it because they can. Whereas if it looks like user generated content, it's a testimonial, or it's a bit more of a, it just looks like natural organic content. They kind of engage, so if you can engage and they don't even realize it's an ad until they're halfway or however long that video runs…
Escúchalo en el minuto 11:36
Tasa de visualización objetivo (view rate) en YouTube Ads
Medición y experimentosEl rango ideal de tasa de visualización (view rate) en anuncios de video de YouTube se ubica entre el 50% y el 70% (con un punto óptimo del 60%); si la tasa se acerca al 30%, es un indicador de que el creativo debe ser reemplazado o renovado.
view rate. And I'm usually looking for a view rate between 50 to 70%. 60% is my sweet spot. I think if I'm closer to 30, got to create some new stuff. And then are you, is there any sort of frameworks,
Escúchalo en el minuto 21:18
Concentración de variaciones creativas en los primeros segundos de anuncios In-Stream
Estrategia de contenidosEn anuncios In-Stream de YouTube, las pruebas A/B y variaciones creativas deben enfocarse en los primeros 10 segundos (ganchos, actores, escenarios) y en la propuesta de valor entre los 10 y 30 segundos, ya que optimizar el CTA final tiene poco impacto debido a que solo una fracción de la audiencia llega al final del video.
specific to in-stream, this is where I want that variation in like the first 10 seconds because I know I have them. I'm guaranteed to have them. I'm not changing the CTA at the end of the video because a fraction of people end. It's very much in the beginning of the video that I want to optimize the different hooks, the different potential actors or where they are in the scene. That's the big thing for me in terms of in-stream. And then also like value propositions within 10 to 30 seconds for that in-stream is also what I'm trying to optimize. When it comes to shorts,
Escúchalo en el minuto 18:53
Canales de adquisiciónPromocionar videos en formato Shorts directamente desde la herramienta de YouTube Studio permite conseguir costes por clic de aproximadamente 0,10 dólares (10 centavos), aumentando significativamente el volumen de sesiones hacia el sitio web.
would probably recommend for new and young video advertisers is to try to boost posts within YouTube by going into the YouTube studio and taking shorts and being able to boost them there. We are just seeing 10 cent CPCs catapulting, you know, sessions on the website. It's just how quality is this audience, you know, is what we're trying to figure out because at the cost,
Escúchalo en el minuto 29:10
Dirigir anuncios In-Feed a videos horizontales largos para ganar suscriptores y vistas ganadas
Canales de adquisiciónPara maximizar el rendimiento de los anuncios In-Feed en YouTube, es preferible dirigir a la audiencia hacia videos horizontales de formato largo en lugar de Shorts, ya que esto suele traducirse en un mayor incremento de suscriptores y vistas orgánicas ganadas (earned views) en el canal.
Absolutely. And the thing that I like to do is really take infeed into a long form environment, into a landscape video. You can bring them into a short, but I would really recommend them bringing them into like a landscape video. And what we usually see when we run infeed campaigns is more subscribers and, you know, more earned views, which is somebody seeing your ad and then going to your channel and watching another video.
Escúchalo en el minuto 5:01
Canales de adquisiciónEl formato publicitario In-Feed en YouTube alcanza con frecuencia costos por mil impresiones (CPM) por debajo de 1 a 2 dólares, constituyendo un canal muy eficiente en costos para escalar volumen.
most special thing about this placement is the cost, like the, how, how cost efficient this placement is. I'm seeing CPM is below a dollar, you know, below $2 in most cases. And that is just, you know, an amazing rate. I think for, for advertisers to get in, in a cost per view or a CPM campaign, we've been able to scale brands, you know, with this
Escúchalo en el minuto 16:20
Canales de adquisiciónA diferencia de los anuncios in-stream donde el usuario espera ver otro video, en las ubicaciones in-feed (página de inicio o búsqueda) el usuario está explorando activamente contenido nuevo con scroll continuo; por ello, los anuncios deben diseñarse con un tono educativo o inspirador similar a un video orgánico para incentivar el clic.
And the thing that is unique about this new ad format is that somebody is not waiting for content like they are in shorts or within in-stream. And so if somebody's scrolling through their feed, they are actually looking for content. And this is much different. This is the first time YouTube has ever provided a placement like this. And I can almost call a user very similar to like the news feed inside of Facebook or Instagram, where they are scrolling, they are consistent motion with their thumb. And so having something that is more inspirational in terms of content, I think will work the best…
Escúchalo en el minuto 4:04
Testear un mismo contenido vertical entre plataformas en lugar de múltiples creatividades en una sola
Estrategia de contenidosEn lugar de probar variaciones creativas en una única plataforma, resulta más eficiente producir una misma pieza de video vertical y distribuirla simultáneamente en TikTok, YouTube Shorts, Instagram Reels y Stories para validar dónde resuena mejor el contenido.
you know, one of these kind of like reversals, like sometimes you end up taking a platform and testing variation of creative. Now we're taking one creative and testing it across TikTok, shorts, reels, as well as stories to almost do like a platform variation test on like where this
Escúchalo en el minuto 27:16
Iniciar la publicidad en video en YouTube para mitigar el aumento de CPMs en Meta
Canales de adquisiciónPara marcas que no tienen inversión previa en video, YouTube (a través de formatos in-feed y Shorts) representa el mejor punto de partida debido a su eficiencia de costes y mayor retención de visualización, en contraste con el incremento de CPMs en Facebook e Instagram.
I'd really say start on YouTube, you know? And again, I think that comes from a very biased, but I just think the cost efficiencies, you know, of like running shorts in stream, but also like infeed, like you're able to see how well your video is doing for a low cost against an audience that is willing to stay with your video the longest. So it is a great place. Now, if a brand already ad perspective with the rise in CPMs that I've seen on like Facebook and like Instagram, I think YouTube is kind of the place that I would like recommend, like really launching their video
Escúchalo en el minuto 28:22
Canales de adquisiciónMientras que Meta o TikTok obtienen mayores volúmenes de interacciones sociales superficiales (likes, shares, comentarios), YouTube logra tiempos de visualización significativamente más largos por usuario, haciéndolo el canal más adecuado para explicar productos complejos y habilitar retargeting basado en el porcentaje de video consumido.
But I think what I want advertisers to understand is the difference in engagement. Engagement on meta or Instagram or Facebook where you have likes, shares, comments and things like that. These things happen more frequently than something on YouTube. And so it's just expected to see it over there versus What I want advertisers to understand is that YouTube, you're not going to get the level of engagement you are on something like a meta or something like a TikTok. You might see longer I think another thing I would say too, is that when I look at my Facebook and my, you know, Instagram…
Escúchalo en el minuto 7:45
Prueba de variaciones de gancho inicial en anuncios in-stream de YouTube
Canales de adquisiciónPara anuncios in-stream de mayor duración en YouTube, es clave producir y testear múltiples variaciones exclusivas de los primeros 10 segundos (ganchos educativos o de humor) sobre un mismo cuerpo de video, identificando mediante métricas de retención la apertura óptima antes de escalar la inversión.
I believe the tried and true like educational format, you know, is still lives, you know, the funny stuff, the comedy, you know, somewhere where you can get like a minute, minute, 32 minutes the most of television in terms of like a legacy format where you can really have a user there for a good amount of time to really like serve your ad. And so I like when people get in a room and toss ideas around and build multiple variations and having that variation being the beginning of the video. So definitely having like, you know, 10 second intros that are, that are different to see what works and…
Escúchalo en el minuto 13:58
Marco para testear variaciones de creatividades en YouTube Ads
Canales de adquisiciónPara probar anuncios en YouTube, se sugiere lanzar entre 2 y 4 variaciones simultáneas (evitando superar 5) y mantener el test durante unas dos semanas o hasta acumular aproximadamente 50.000 visualizaciones (usuarios que superan los 30 segundos) antes de evaluar resultados e iterar.
three, four, five, six, what's the, is there any rules there that you use? I'd say a minimum of two, you know, because it's got to be wild variation. But as that budget grows and as your investment and how much you believe in YouTube grows, you can get to three, you know, four, I probably wouldn't go past five. So I'd say between, you know, two and three is like the sweet spot, right? Or three or four, you know, if you've got the budget, but not going past five and then taking those top four and then iterating, you know, iterating very quickly and then seeing how far you can push that I'm…
Escúchalo en el minuto 20:46
Marca y posicionamientoAprovechar formatos de video largos para comunicar la historia del fundador y testimonios de clientes genera conexión emocional y lealtad de marca, lo que reduce la vulnerabilidad del negocio frente a competidores que entran al mercado con precios más bajos.
that goes into like, really like that brand story. I think what we're finding is that founder story, customer testimonials in a long format within this in feed placement are very impactful, especially, you know, for e-commerce brands that have a smaller budget that are just starting out, that founder brand story is something that is invaluable. And if you can really get that out on a, on a platform, not only the social platforms, but a platform like YouTube, you get a lot more buy-in and brand loyalty, which really then takes away things like, you know, price comparatives. If someone else…
Escúchalo en el minuto 17:03
Asignación presupuestaria prioritaria al top of funnel en YouTube
Canales de adquisiciónAproximadamente el 70% del presupuesto publicitario en YouTube se destina a campañas de la parte alta del embudo (a CPM o CPV) enfocadas en construir audiencia y reconocimiento de canal a bajo costo, complementando la inversión de conversión en redes como Meta.
terms of like results, you know, that I have. And I would say about 70% of like what I spend on YouTube across our brands is really like top funnel cost per view, CPM campaigns, looking to build the channel, looking to really reach at a high level at a very low cost to surround where I see the most of the budget, you know, being shifted towards, which is on matter. Yeah. And the thing I also like about
Escúchalo en el minuto 24:00
Canales de adquisiciónA diferencia de Instagram o TikTok donde el uso se fragmenta en visitas breves, los usuarios de YouTube concentran aproximadamente el 95% de su tiempo de plataforma en una sola sesión continua con un promedio de 40 minutos, motivados por la búsqueda directa de entretenimiento o educación en video.
Instagram, the actual total time on the platform was very, very similar. The difference was, is that YouTube, it was like all in one session or like 95% in one session. Whereas Instagram is more like shorter sessions. And that speaks to what you're saying is when people are on YouTube, I think the average was about 40 minutes an individual session. So people are spending a lot everybody goes for video. It's a video only platform. And so I believe that they come to the platform to either be entertained, inspired, or educated. And that's why I think that we see those longer sessions.
Escúchalo en el minuto 10:11
Canales de adquisiciónA diferencia de Instagram o TikTok donde el uso se fragmenta en visitas breves, los usuarios de YouTube concentran aproximadamente el 95% de su tiempo de plataforma en una sola sesión continua con un promedio de 40 minutos, motivados por la búsqueda directa de entretenimiento o educación en video.
Instagram, the actual total time on the platform was very, very similar. The difference was, is that YouTube, it was like all in one session or like 95% in one session. Whereas Instagram is more like shorter sessions. And that speaks to what you're saying is when people are on YouTube, I think the average was about 40 minutes an individual session. So people are spending a lot everybody goes for video. It's a video only platform. And so I believe that they come to the platform to either be entertained, inspired, or educated. And that's why I think that we see those longer sessions.
Escúchalo en el minuto 10:11
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