#1 YouTube Advertising
Agency in Australia

Yes, YouTube advertising can drive more sales, leads, and customers straight to your bottom line. With 30 million active daily users, YouTube marketing is a perfect way to boost brand exposure and skyrocket sales. However, like any digital advertising, it’s only worth the investment if you take the time to create a high-quality, precisely targeted campaign.

YouTube’s paid advertising runs through Google Ads. Therefore, like all PPC advertising channels, the cost of your YouTube ad depends on your unique campaign. That said, YouTube does have a fairly low cost per view, with the average being between $0.10 and $0.30. However, don’t let that fool you – a decent budget is imperative if you want to get the best out of YouTube advertising. Why? Because your ad needs to be well-crafted and precisely targeted to drive traffic and leads to your business. Consider this statistic: 20% of viewers will exit a video if it doesn’t grip them in the first 10 seconds. So, you can’t just put any video on YouTube; you need a high-quality ad that will grab attention and compel action. But don’t let this put you off – there are tremendous gains to be made when you get it right.

The most popular Australian YouTube channel is currently Cocomelon – Nursery Rhymes, a children’s channel that has amassed millions of subscribers worldwide, including a large audience in Australia. The channel features engaging educational content for children, with catchy songs and videos aimed at early learning. In the realm of Australian creators, LadBaby and Wengie are also among the top, known for their humorous content and lifestyle videos, respectively. These channels have a huge following and are great examples of Australian YouTube success.

YouTube advertising offers a range of YouTube video ad formats that can be tailored to suit your business objectives. Whether you’re looking to run skippable ads, non-skippable ads, or bumper ads, these formats are designed to engage YouTube viewers across different devices and environments. The beauty of YouTube is that it allows you to precisely target your audience, ensuring that your ads are shown to the most relevant users.

With Google AI-powered solutions, YouTube ads can be optimized to drive high impact results. The AI technology helps in delivering ads to the right audience at the right time by analyzing real-time data and predicting user behavior. These AI-powered solutions offer exciting possibilities for businesses, ensuring more efficient ad spend and higher engagement. With real-time metrics, you can track insights like how many people viewed your ad, interacted with it, and even how many of them went on to take desired actions like making website conversions or visiting your store.

YouTube ads are also an excellent way to reach a wide range of consumers. With a ton of weekly video viewers 18-64 in age, YouTube offers a massive opportunity for businesses to reach a broad audience. By launching video campaigns, you can tap into this huge market and influence purchasing decisions, driving significant website conversions and store visits.

Moreover, Google AI-powered solutions can help refine your YouTube advertising efforts, allowing you to create more effective ads based on user preferences and behavior. Whether it’s creating YouTube ads or optimizing YouTube ads campaign performance, AI offers powerful tools to ensure that your investment in YouTube ads is worthwhile. These AI-powered solutions offer businesses the ability to test, optimize, and scale their campaigns with precision.

Not only is YouTube effective in reaching users, but it also competes with major platforms like Disney+ and Amazon Prime Video. Its video content attracts a massive global audience, making it an ideal platform for brands to create meaningful connections with potential customers.

To learn more about AI’s role in video campaigns, you can visit Google Ads’ AI Essentials for Video Campaigns Best Practices Help page. It provides detailed information on how AI can be leveraged to create impactful YouTube campaigns that deliver better results. By utilizing AI, businesses can ensure that their YouTube ads campaign performance reaches its full potential, maximizing both engagement and conversions.

YouTube’s biggest selling point is this: It has intent.

In other words, people often show up on YouTube with a need in mind, like how to tie a tie or how to draw.

YouTube takes a few things into account when serving ads:

• Google search history
• Google Ad settings
• Other videos the user has viewed
• Whether the user has signed in or not, which shows websites they’ve viewed, geographic location, age, gender, etc.

YouTube offers four video ad categories:

• TrueView ads
• Non-skippable video ads
• Bumper ads
• Non-video ads (i.e. overlays and banners)

Let’s take a look at each type plus the YouTube Ad Specs you need to know:

#1: TrueView Ads

If you’ve ever watched a YouTube video, you’ll be familiar with those skippable ads at the beginning. That’s a TrueView ad.

TrueView ads give both viewers and advertisers choices that are tailored to their desired experience.

For advertisers, you only pay when the ad has:

• Played for 30 seconds+ (or ended)
• Prompted an action (like a click)

If you’re new to YouTube advertising, TrueView Ads are a great place to begin.

Why?

Because they’re hugely versatile.

You can advertise your products and services with different types of videos, such as how-tos, demos, testimonials and more.

Because people have the option to skip these ads after five seconds, the most effective TrueView ads show a clear call to action right at the start.

Another benefit of TrueView ads is they are very cost-effective. You’ll rarely waste valuable ad dollars on uninterested audiences because they’ll just skip through to what they went to YouTube to see in the first place.

Up to 76% of customers reflexively skip ads when they have the option.

BUT…

People who skip TrueView ads are still 10X more likely to visit or subscribe to a brand channel than those people never exposed to the ad at all.

On top of that…

Those who actually watch the ads are 23X more likely to visit or subscribe!

According to SproutSocial, eight out of 10 viewers prefer TrueView ads to standard in-stream ads, with nine out of 10 viewers believing that TrueView gives them a better viewing environment.

Plus, TrueView ads reach a wide audience. In addition to YouTube, your ads can be shown on other publisher sites in the Google Display Network, depending on whether you choose In-Stream or Discovery ads:

A. TrueView In-Stream ads

TrueView In-Stream ads play during YouTube videos and can play in other places in Google’s Display Network, like apps or games.

YouTube Ad Specs for TrueView In-Stream are:

• 12 seconds up to 3 minutes (30 seconds is the optimal time)
• No word limit for ad copy
• Clicks go to your website or digital shopfront
• Companion image must be 300×60, JPG / static GIF / PNG, Max 150KB
• Must be uploaded into YouTube

B. TrueView Video Discovery ads

TrueView Video discovery ads are like display ads. They are the recommended videos that pop up on the YouTube homepage, or as recommended / related videos on the search page.

YouTube Ad Specs for TrueView Discovery ads are:

• No limit to the video length – people choose to navigate to these videos.
• Accompanying display ad headline has a 25-character limit
• Body copy can contain two lines, each with a maximum 35 word limit
• Must be uploaded into YouTube
• Choose from 4 generated thumbnails

There’s one more option you need to know…

C. TrueView for Reach

Introduced in 2018, TrueView for Reach lets you optimise TrueView ads based on campaign goals.

So, rather than paying when someone watches your ad to completion or clicks through, TrueView for Reach provides a Cost Per Impressions (CPM) for shorter ads, so you pay per 1,000 views.

Your ad must be between six and 30 seconds.

When would you use TrueView for Reach?

It’s a great option if you want to reach a large audience fast.

Samsung said that these ads helped them increase reach by 50% at HALF their normal CPM during Beta testing.

#2: Non-Skippable YouTube Ads

Okay, non-skippable ads can be really annoying. But the truth is people are starting to tolerate them more and more. Or, they are just doing something else while the ad plays.

It helps that YouTube has cut the maximum length from 30 seconds to 20 seconds.

The two types of non-skippable YouTube ads are:

• Pre-roll ads, which show before a video plays
• Mid-roll ads, which show midway through videos that are 10+ minutes.

You pay for both types on a CPM basis, so you have more control over your ad spend.

When would you consider non-skippable ads?

They’re a smart option if you are telling a more involved story – something that needs a little build-up.

Hot Tips for Non-Skippable YouTube Ads:

• Ensure your video is hyper-focused and showcases why your product or service is relevant to the viewer.
• Make your ad message audible, so even if people choose to do something else while your ad is on, there’s more chance of them hearing what you have to say.

#3: Bumper Ads

YouTube’s six-second bumper ads are designed to drive more reach among the audiences you care about.

Think of them as a less-annoying version of non-skippable ads, because they only last a max of six seconds AND appear at the end of YouTube videos.

Bumper ads are:

• Ideal for targeting mobile users
• Great for recycling longer content and complementing broader messaging

Like TrueView for Reach, you pay on a CPM basis.

According to Google, 87% of Bumpers campaigns drove an average lift of Ad Recall of over 20%.

One tip for Bumper ads is to create a shorter version of the non-skippable ad, then remarket it to those who have seen the non-skippable version.

So, you reinforce brand exposure without annoying viewers!

YouTube Ads Specs for Bumper Ads are:

• Length is six seconds maximum
• Image specs: 300×60 pixels, JPG / static GIF /PNG, 1KB max size
• Must be uploaded to YouTube

#4: Non-Video Ads

For advertisers on a low budget, YouTube offers non-video ads.

Non-video ads are either display ads or overlay ads.

Display ads appear to the right of the feature video, and include an image and text, alongside a CTA with a link to your website.

In-video overlay ads are transparent banners overlaid on the bottom 20% portion of the YouTube video player on the YouTube watch pages. Overlay ads appear when users initiate video play from monetised YouTube channels.

Step 1. Set your goals and metrics

What’s the end objective of your campaign?

YouTube gives you four goals to choose from:

• Brand awareness and reach – To generate a buzz around your brand or product / service.
• Leads – Generate leads and conversions from your YouTube ads.
• Website traffic – Drive qualified (and ready-to-buy) traffic to your website.
• Product and brand consideration – Generate more brand awareness and put your offering in front of big audiences.

Your YouTube advertising goal should align with your business goals. So, if you want to drive more people to buy your products, focus on leads.

Once you have your goal, make sure the systems are in place to appropriately measure the Return On Ad Spend (ROAS).

More on that later. First, let’s set up your campaign…

Step 2. Set up your video ads campaign on YouTube

A. First steps

Go to YouTube and upload your video ad.

Then, go to your Google Ads account to set up a new campaign.

Click Campaigns > +Campaign > New campaign.

On campaign type, select video.

Next, name your campaign and set your video ad format – choose from the options we outlined earlier.

Now you’re ready to enter your budget per day and delivery method.

Standard delivery will show your ads throughout the day, while accelerated delivery drives views as quickly as possible.

Now, where do you want your ad to appear?

B. Choose your networks

• YouTube Search – this will show your ad in search results and on the YouTube homepage, channel pages, and video pages.
• YouTube Videos – this is for TrueView ads to appear as in-display ads or in-stream ads. As a sub-option, you can choose for your ad to be shown on the Google Display Network.

Create separate campaigns for YouTube Search and YouTube Video in order to monitor performance separately.

Then, set the locations by defining the location of users whom you want the ad to be shown to and make sure to exclude any locations you don’t want to be shown.

Next you can set the language and device for your campaign. This is particularly important for mobile app ads, given that there’s an option to increase or decrease your bid based if the video ad is viewed on a mobile device.

Name your ad group and insert the YouTube link for your video.

Now for the final critical steps.

C. Set your bid amounts

This is where you determine the maximum price you will pay for each view.

Go to the advanced settings section to set automatic start and end dates for your campaign. By creating a custom schedule for when your ad should be shown and limiting how many times your ads are shown to the same user, you can get the highest return for your ad spend.

Then, name your ad group and insert the YouTube link for the video you want to run your ad with. Select whether you want to run an in-stream ad or an in-display ad. For in-display, you’ll need to include a title and a short description.

Finally, enter the maximum price you will pay for each view in the “Maximum CPV” field. This can be adjusted to increase the number of projected views your video may receive.

Establish your target audience

Consider this really carefully – who do you want to target?

YouTube gives you a ton of targeting options so you can get super focused.

You can target based on demographics, such as age, gender, household income, marital status, education, homeownership and more.

Or target based on the viewer’s search history and interests.

But perhaps the most effective approach is to use affinity audiences.

Similar to targeting interests, this option lets you find audiences who have shown an interest in similar products or services to those you sell. This is a default target in YouTube, but you can create custom affinity audiences which goes even deeper.

Let’s say you sell men’s suits and want to create a custom affinity audience to reach potential customers.

You can add URLs or keywords (interests) that relate to your target audience. Then preview what that audience will look like.

Thanks to Google Adwords, you can also remarket to people who have interacted with your brand already. This can help you complement broader messaging and re-engage those who are already familiar with your brand.

Another powerful audience type available for YouTube advertising is the custom intent audience.

Using custom intent audiences you can target users based on specific keywords they have searched on Google.

Just insert your keyword list, and YouTube will automatically refresh the audience to include all possible users who have searched for your target terms.

Step 3. Track your YouTube ads campaign

As with any online advertising campaign, you need to track and optimise your campaign to get the best ROAS (Return on Advertising Spend).

The best approach?

Link your YouTube campaign to Google AdWords.

Click “finish” to begin running your video ad campaign.

Key YouTube Ads metrics to track:

• Impressions: How many users was your video served to?
• Views: How many users watched your video for at least 30 seconds?
• View rate: What percentage of users who were shown the ad actually viewed it?
• Cost Per Click (CPC): How much have you spent per click from the ad?
• Cost Per View (CPV): How much have you spent for each 30+ second view?
• Earned actions: How many users subscribed to your YouTube channel, visited your site, or liked your video?

So, what should you be aiming for?

What is a GOOD view rate for YouTube ads?

Here are a few YouTube KPI averages to use as a benchmark:

• Average view rate: 31.9%
• Average CPV: $0.30 for In-Display Ads, $0.10 for In-Search Ads
• Average view CTR: 0.514%

But these are just a guide – how much your YouTube advertising costs comes down entirely to your marketing goals, audience targeting and your ad video creative.

The most important metric to measure the performance of your YouTube ad campaign is:

Return on advertising spend (ROAS)

This tells you if your ad campaign is actually driving real impact and revenue results, and lets you compare performance between YouTube campaigns and other marketing channels.

To measure ROAS, calculate:

ROAS = Revenue from ad campaign / Cost of ad campaign

Let’s say you spent $2,000 on your YouTube ad campaign in a month. During the month, the campaign delivers a revenue of $20,000.

ROAS = $20,000/$2000 = 10

The ROAS is a ratio of 10 to 1. So, for every dollar you spent, you generated $10 of revenue. For more details, check out our ultimate guide to ROAS / return on ad spend.

YouTube advertising performs exceptionally well on mobile devices, with a large portion of YouTube’s traffic coming from smartphones and tablets. Ads that are optimised for mobile can reach a wider, more engaged audience, as users are often on-the-go and more likely to watch videos on their mobile devices.

By tailoring your YouTube ads to be mobile-friendly, you ensure that your message is effectively delivered regardless of screen size. This includes optimising video quality, ensuring quick loading times, and creating concise, engaging content that captures viewers’ attention even in short bursts. With mobile usage on the rise, leveraging YouTube advertising on mobile devices offers a significant opportunity for reaching a dynamic audience.

YouTube is incredibly popular in Australia, with over 16 million active users accessing the platform each month. It’s a go-to source for entertainment, education, and information, making it an essential channel for brands looking to reach a wide and engaged audience. In fact, YouTube is one of the most visited websites in Australia, with Australians spending a significant amount of their online time watching videos, making it a powerful tool for businesses to connect with potential customers.

Advertising on YouTube is simple when you partner with the right agency. As YouTube runs through Google Ads, a campaign will be created with your Google account. This is where OMG can help ensure your campaign meets the right specifications in line with your budget, goals, and target audience. There are six types of YouTube ads (TrueView, non-skippable instream, bumper instream, sponsored card, overlay, and display), and by working with us, we will help you determine which formats are best suited to your needs!

That’s where our YouTube advertising services and strong partner network come into the picture. We know that creating incredible video content requires dedicated time and budget. If you don’t have the experience or know-how in-house, working with an agency will deliver high-quality video content crafted to grab attention and engage audiences. What sort of video content do you want to produce? Whether it’s product demos, lifestyle promotions, behind-the-scenes footage, or how-to videos, OMG has experience collaborating closely with partner agencies, including video agencies, to create incredible video ads not just for YouTube but for any online platforms where consumers are watching.

Australian businesses can leverage YouTube to boost sales and revenue by creating engaging video content that resonates with their target audience. Product demonstrations and tutorials are an effective way to show potential customers the value of your products, helping them make informed decisions.

Sharing authentic customer testimonials can also build trust and influence purchasing decisions. Running brand awareness campaigns through YouTube ads, particularly video ads, helps increase visibility and drive traffic to your site.

Additionally, remarketing campaigns allow businesses to retarget users who have already shown interest, reminding them of your products and offering special deals to encourage conversions. Collaborating with YouTube influencers can also expand your reach by tapping into their established audiences. By producing relevant and creative content and utilizing YouTube’s targeted ad features, businesses can engage customers and ultimately boost both conversions and revenue.

Investing in YouTube ads offers a powerful opportunity to reach a broad audience and maximize your marketing efforts. With weekly video viewers aged 18-64, YouTube provides access to a massive, diverse audience, making it an ideal platform for businesses of all sizes. Whether you’re promoting a product, service, or brand, YouTube’s wide reach ensures your ads get in front of the right people.

Moreover, AI can create YouTube ads that are tailored to your target audience by analyzing data to optimize ad content for better engagement. This technology enhances your YouTube ads investment by ensuring that your ad is shown to the most relevant users, helping you get the most value from your ad spend.

By leveraging AI-driven ad creation and tapping into YouTube’s vast user base, you can drive higher engagement and achieve a greater return on investment from your advertising efforts.

As of 2020, YouTube is the most-visited site in the United States and the entire world.

There are now more than 2 billion unique YouTube users every month, making it one of the biggest social media platforms marketers can leverage regardless of their industry or niche.

If the massive user count alone isn’t enough to persuade you to include YouTube in your comprehensive online marketing strategy strategy, note that YouTube users are highly engaged, watching an average of one billion hours of video every day.

In addition to offering enormous reach, YouTube also enables marketers and ad managers to get access to advanced targeting and tracking management systems via Google AdWords. Marketers can target users based on gender, age, location, and online behaviour, and then easily track and measure the effectiveness of their campaigns.

As with any Google Ads campaign, the price of YouTube ads involves keyword bidding for ad placement.

When advertising on YouTube, you pay per video view. For example, if a user views your TrueView ad for at least 30 seconds or engages with your ad by clicking a call to action overlay, a card or a companion banner, you pay for that ad view.

On average, YouTube ads cost anywhere between $0.03-$0.30 USD per view, and the views that you generate will count towards your overall YouTube viewer count.

According to YouTube, most businesses start with at least $10 per day for local campaigns.

The following factors affect the cost of YouTube advertising:

• The quality of your content
• The timing of your ads
• Ad formatting options
• Ad messaging options
• Bidding
• Targeting
• Your overall goal

Influencer Marketing Hub reports that the average cost of reaching 100,000 viewers is around $2000.

You can find an in-depth breakdown of how to manage your video advertising costs in the Google Ads Help Center.

Every YouTube ad needs to follow the same basic specs:

• File Size: Max. 1 GB
• Frame Rate: 30 FPS
• Resolution: 640×360 (19:9 aspect ratio) or 480×360 (4:3 aspect ratio)
• Video Codec: H.264, MPEG-2, MPEG-4
• Audio Codec: AAC, MP3

As with all digital advertising, you need to EXPERIMENT. Use A/B testing and measure their performance to get the optimum results.

That said, there are a few tried-and-tested strategies you can start right now.

1. Create an irresistible YouTube channel

Make your YouTube channel about much more than just advertising. Create a valuable destination filled with content your target audience wants to watch.

Add product demo videos, testimonial videos, videos that answer specific FAQs, behind-the-scenes videos and more.

You can also invite people to become a member of your channel (if you already have at last 30k followers). These members become brand ambassadors, with a special badge added to their profile to show they support you.

Now that’s what we call social proof!

2. Design YouTube Ads for MAX impact

The fact is…

80% of shoppers watch YouTube videos to research products before buying.

So, create videos for MAXIMUM IMPACT.

YouTube recommends using bursts of action and quick cuts to keep users engaged.

Not a whizz on video creation?

Find a trusted video agency or try a video content creation platform to get the best result.

3. Hook customers with remarketing

Remarketing is an insanely powerful tool in online advertising. And YouTube Ads is no exception.

Use YouTube Ads to re-engage with people on your remarketing list and drive them to your website for maximum chance of conversion.

4. Make your call to action irresistible

With TrueView for Action, you have the option to add a headline and CTA to your in-stream ads. This is your chance to generate leads and increase conversions like nothing else on YouTube Ads.

You pay on a cost-per-action (CPA) basis. In other words, when someone clicks on your CTA.

It could be to click through to the custom website landing page you created, sign up, buy now…whatever works for your business goals.

5. Think like a search marketer

If you already spend substantial time and budget on Google PPC search advertising and Search Engine Optimisation SEO, use your skills to make the most of YouTube ads.

We’re talking about Custom Intent Audiences. Choose your top converting keywords to drive volume for the best Cost-Per-Action and ROAS.

Then, track conversions so you can set the right bid.

You should also review our Guide To YouTube Search Engine Optimisation / SEO

Some of the most noteworthy Australian YouTube ad campaigns stand out for their creativity, impact, and engagement.

For instance, Coca-Cola’s “Share a Coke” campaign resonated widely with Australian audiences, tapping into the culture of personalization and social sharing. Australians, like many around the world, loved the idea of finding a Coke bottle with their name or the name of a loved one, which created an immediate connection with the brand.

Dove’s “Real Beauty Sketches” also struck a chord in Australia, where conversations around body image and self-esteem are especially relevant. The campaign’s powerful message of self-acceptance and challenging beauty stereotypes gained significant traction in the Australian market, aligning with local discussions around inclusivity.

The “Like a Girl” campaign by Always also had a strong impact in Australia, where it sparked meaningful conversations about gender stereotypes and empowered young girls. It generated widespread support from both individuals and organisations advocating for equality, resonating particularly well with Australian audiences who were increasingly focused on gender equality.

These campaigns’ success in Australia can be attributed to their universal, relatable themes, combined with their ability to engage emotionally, making them impactful in the local market.

Because our clients say so. And they should know – they’re the ones raking in incredible results from our social media advertising campaigns. How do we do it? We understand each social media platform, what it is best designed for, and how to tap into its unique elements to get the best results for your business. Better still, we know that no digital marketing campaign works in isolation. With our wide-ranging expertise, we can bring together SEO, content marketing, Facebook, Instagram, YouTube, and whatever other platforms your audience is using to drive conversions.

YouTube advertising automatically benefits your business as the reach on this platform is ENORMOUS. It is the second most-used search engine after Google, with 1.8 billion users per month, and it immediately targets your customers based on their searches. It also gives you the option of advanced targeting based on demographics, and its user-friendly metrics allow you to track exactly what your reach is, so you know when you partner with the right agency, you are getting not just your bang for your buck, but a little more. Its ROI is high no matter how much you spend, though your investment will determine your reach. Unlike most platforms, with YouTube, you pay per view – but only when your viewer watches past the first 30 seconds of the ad. This is called TrueView advertising. Partnering with an agency like OMG will ensure more customers engage with TrueView, so your investment is worth it, and your ROI increases.