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with Faisal Tusher

Paid Media · Video

YouTube Advertising

YouTube is where brands earn attention at scale and search behaviour turns visual. The first five seconds decide whether an ad is watched or skipped.
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The building blocks

What goes into YouTube Advertising

YouTube CPV & Views Calculator

How I do it

The process

  1. 1

    Objective

    Awareness, consideration or action.

  2. 2

    Creative

    Cut-downs: 6s, 15s, 30s, vertical.

  3. 3

    Audiences

    Segments and exclusions.

  4. 4

    Launch

    Frequency caps and placements.

  5. 5

    Learn

    Retention curves and cross-channel lift.

Principles I follow
  • Pair a bumper for reach with a longer ad for storytelling (sequencing).
  • Build custom segments from people's Google searches for intent-rich reach.
  • Judge creative by audience retention, not only view rate.
  • Retarget viewers with search and display to capture interest.

Measurement

The numbers I watch

Tools I use

  • GAGoogle Ads
  • YTYouTube Studio
  • G4Google Analytics (GA4)

What you get

  • Video media plan
  • Creative cut-down brief
  • Audience segments
  • Video performance report
Low view rate

View rate under 15% on in-stream.

Re-edit the first 5 seconds with the product and a question, and test against the original.

Illustrative example
Do Shorts ads work for performance?

They are strong for reach and younger audiences; pair with retargeting for conversions.

Need help with YouTube Advertising?

Let's talk about what you're trying to achieve.

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