WEBVTT 00:00.110 --> 00:07.820 I want to explain a very important concept in YouTube ads, and this is YouTube Trueview ads. 00:07.850 --> 00:14.870 These are views of your ads by people who are actually proven to be interested. 00:14.870 --> 00:21.140 They're interested because they either click on your ad or because they've watched like 30s of it, 00:21.140 --> 00:22.430 and they chose to watch it. 00:22.430 --> 00:25.700 They were given an option to skip it, but they didn't skip it. 00:25.700 --> 00:29.570 And these ads are available as discovery ads. 00:29.570 --> 00:34.540 Recall that discovery ads are either search or when you're watching some video. 00:34.540 --> 00:37.180 And on the right hand side, there are some recommendations. 00:37.180 --> 00:38.740 Those are discovery ads. 00:38.740 --> 00:40.660 Those will be where people click. 00:40.660 --> 00:45.220 And trueview ads are also available as in-stream ads. 00:45.220 --> 00:48.790 Those are the ads that play before in the middle or after a video. 00:48.790 --> 00:56.620 For in-stream ads, users are given an option to skip your ad, and if they skip your ad, you do not 00:56.620 --> 00:57.700 get charged. 00:58.030 --> 01:02.920 In fact, you do not get charged if they watch under 30s of it. 01:03.340 --> 01:08.830 That way, you know that you only get charged if a person is really interested. 01:08.830 --> 01:16.300 So if they watch 30 or more seconds, or if they click or somehow engage with your ad, then YouTube 01:16.300 --> 01:17.170 charges you. 01:17.170 --> 01:24.350 But if people watch your video ad for like 25 seconds and they skip it, then you do not get charged. 01:24.350 --> 01:30.350 So the great thing about this is that you only get charged if people really care. 01:30.350 --> 01:35.750 This is good for users because users can skip your ad or only engage if they want to. 01:35.750 --> 01:38.780 This is good for you because you get a true view. 01:38.780 --> 01:40.460 That's the idea of a true view. 01:40.460 --> 01:47.000 And it's good for YouTube because YouTube can track which ads are performing well with which demographics 01:47.000 --> 01:50.360 and show the right ads to the right people. 01:50.360 --> 01:57.770 Which is, by the way, an insight into how to make your ads show up in cheaper placements. 01:57.770 --> 02:04.400 If your ad is a fantastic ad that really gets engagement, YouTube makes money by showing it more so 02:04.400 --> 02:11.560 they can charge you less and still place you in many placements if your ad performs better than others. 02:11.590 --> 02:17.500 Because remember, if the user doesn't engage with the ad, YouTube loses money. 02:17.500 --> 02:22.060 So YouTube wants to show users ads that users engage with. 02:22.060 --> 02:25.090 So that's for in-stream ads. 02:25.090 --> 02:34.200 On discovery ads, you get charged when people click on your ad, and the recommended duration for these 02:34.200 --> 02:38.820 ads are about from 15 seconds to under three minutes. 02:38.820 --> 02:45.570 You can have the ad go longer than three minutes, but viewers might get a little bored and the 15 seconds 02:45.600 --> 02:47.340 is a minimum. 02:47.340 --> 02:53.460 In most cases, people create videos that are longer than 30s for obvious reasons, because they want 02:53.460 --> 02:55.740 to get the most out of that duration. 02:55.740 --> 03:03.290 And one really cool hack is, let's say somebody watches your video for five seconds 10s and they don't 03:03.290 --> 03:04.370 click on your ad. 03:04.550 --> 03:06.560 You can still promote a lot. 03:06.590 --> 03:10.340 For example, you can say like, let's say I promote courses. 03:10.340 --> 03:17.480 Then I can say, hello, my name is Alex Genadinik from problem Show.com I make the coolest courses 03:17.480 --> 03:20.510 and you can go to Premiere Comm and get a discount. 03:20.510 --> 03:27.190 Okay, that can only take five or 10s, But that user, even though they might not click, they might 03:27.190 --> 03:28.090 not engage. 03:28.090 --> 03:32.380 They heard my name that I make courses, my website. 03:32.380 --> 03:35.980 So I got a lot of branding out of this for free. 03:35.980 --> 03:41.230 So you really want to put your best foot forward in the early part of the video. 03:41.230 --> 03:47.980 And of course, the first few seconds have to be incredibly also engaging because you want people to 03:47.980 --> 03:54.420 get interested because before your video ad pops up, they're interested in the video they're about 03:54.420 --> 03:54.930 to watch. 03:54.930 --> 03:59.910 So your video has to be super interesting and keep their engagement. 03:59.910 --> 04:04.410 If you can accomplish that, then you can truly take views from your competitors. 04:04.410 --> 04:09.570 And now, very quickly, I want to show you a little bit of YouTube documentation about this, and I'll 04:09.570 --> 04:13.910 have the documentation linked from the resources section of this video. 04:13.910 --> 04:16.610 So you can go there anytime and check it out for yourself. 04:16.610 --> 04:19.340 This is a part of YouTube documentation for this. 04:19.340 --> 04:24.530 And what I wanted to show you is that YouTube created this little video that shows you really clearly 04:24.530 --> 04:26.060 how your ad appears. 04:26.060 --> 04:30.830 You see, people can skip the ad right here in the first few seconds. 04:31.610 --> 04:35.810 And this is how your ad appears on different devices and different screens. 04:35.810 --> 04:43.320 And keep in mind, look here on the left side you can actually have clickable overlays like cards or 04:43.320 --> 04:43.860 buttons. 04:43.860 --> 04:47.370 So people can actually come to your store or whatever you're promoting. 04:47.370 --> 04:53.850 So you know that the person who is watching has some interest in your video, and you're giving them 04:53.850 --> 04:55.620 a call to action button to sign up. 04:55.620 --> 05:02.130 So it really creates a fantastic ad experience for you as the advertiser, because you have so many 05:02.130 --> 05:03.650 things working in your favor. 05:03.920 --> 05:09.470 An engaged viewer, a call to action, and a person watching your ad who's getting more and more interested 05:09.470 --> 05:10.520 as they're watching. 05:10.520 --> 05:14.360 And just one last thing some students will look for. 05:14.360 --> 05:16.040 Like a button, like a checkmark. 05:16.040 --> 05:18.230 Should my video be trueview or not? 05:18.230 --> 05:21.440 You're not going to find like a button that makes the setting. 05:21.440 --> 05:30.420 Oh trueview there isn't anything like that, but it's certain video formats are already true view. 05:30.450 --> 05:36.870 You just have to know which ones you select, and from this video you already know which ones they are, 05:36.870 --> 05:41.730 the discovery ads and the in-stream ads that are skippable. 05:41.730 --> 05:43.170 So that's trueview. 05:43.170 --> 05:49.230 This concept and terminology resurfaces very often when you're dealing with YouTube ads. 05:49.230 --> 05:53.520 So now it should be really clear what trueview video ads are.