Winning YouTube Vertical Video ads: Tips and Best Practices

June 5, 2023

People use different devices, video durations, and channels to stream content and come to YouTube to see it all.

With 1.5 billion monthly logged-in users and over 30 billion daily views, YouTube Shorts is an entirely mobile and vertical video experience.

Marketers may interact directly with the Shorts environment and achieve more remarkable results by integrating vertical video ads into Video action, App, and Performance Max campaigns, which scale to Shorts automatically. 

We discovered that advertisers achieved 10–20% more conversions per dollar on YouTube Shorts with vertical creative asset(s) added to their Video ads than with campaigns that use only landscape assets.

In this article, we have provided new solutions and creative standards to help marketers of all sizes create successful vertical video ads.

Why Marketers Should Prioritize Advertising in YouTube Shorts?

Wide Audience Reach

It would be best to prioritize advertising in YouTube Shorts because of its broad audience reach. 

YouTube Shorts draws an average of 1.5 billion monthly users, just in time for its second anniversary. 

It equates to 75% of all monthly YouTube viewers, indicating that short videos are what most YouTube users watch.

However, YouTube Shorts' advertising potential remains generally unrealized. 

Google announced the launch of YouTube Shorts advertisements in May 2022, so this ad format is still relatively new.

Consistent Platform Development

Should advertisers incorporate YouTube Shorts into their campaigns? All indications point to YouTube's significant investment in platform development. 

It will likely attract more creators, resulting in higher-quality content and more people watching YouTube Shorts.

Leaked audio from a YouTube internal meeting in September 2022 showed that the platform actively nurtures Shorts' talent. 

YouTube essentially confirmed a renewed focus on Shorts when it unveiled many enhancements to the YouTube Partner Program and Shorts revenue prospects at its September 2022 Made On YouTube event.

YouTube Partner Program

Short-form video artists will be relieved that the YouTube Partner Program has improved for them. This program previously required participants to have a certain amount of watch time. 

However, YouTube Shorts did not count toward the required number of views for compensation.

The YouTube Partner Program will now demand 1,000 subscribers in addition to either 4,000 legitimate public watch hours over a year or 10 million valid public shorts views for 90 days. 

Early in 2023, this modification to eligibility will take effect, making it more straightforward for Shorts creators to sign up.

Revenue-Sharing Opportunities

Starting in early 2023, YouTube announced that Shorts creators will have the opportunity to earn money through revenue-sharing on advertisements.

This means that creators will receive a share of the advertising revenue from Shorts based on their views, with YouTube taking a 45% cut. 

While some YouTube advertisers may not be impacted, the platform's focus on short-form video content is expected to attract more Shorts producers and viewers. 

As a result, advertisers must prepare to capitalize on Shorts ad placements by creating relevant campaigns and optimizing vertical full-screen displays.

How to Create Vertical Video Ads Creative Using Google Ads Asset Library Templates

Google is actively working on machine learning technology that converts a landscape ad into a full-screen vertical advert according to how viewers view YouTube. 

However, you can immediately implement this technology to start using Shorts commercials, and you are not required to rely on it to reformat your video advertisements.

You can make YouTube commercials as an advertiser using previously made shorts. 

However, even if your marketing team has not tried out many short-form video ideas, there is still a simple way to get started with YouTube Shorts ads that do not rely on machine learning.

You can easily create Shorts ad creatives using the vertical video ad templates in Google Ads. 

To assist you in connecting with customers in this format, these templates were created with Shorts' quick tempo in mind. 

Let's go over how to utilize each of the five new templates.

  1. The Google Ads asset library contains all vertical and square video ad templates. Open the Tools & Settings menu from the Google Ads dashboard. Click to launch Asset Library from the Shared Library submenu.
  2. Click the + sign in the upper-left corner of the asset library once you have gotten there. Click Create Video after selecting Video.

The Shorts ad templates can be found by scrolling through the template collection. One square template and four vertical templates are available.

Establish Your Brand Identity

Are you prepared to draft a short introduction for your brand? The Introduce Your Brand template from the Google Ads asset pool creates a 16-second video compatible with YouTube's skippable in-stream ad format. 

Just one logo, two photos, and four lines of copy are all you need to get started.

  1. Click "Use Template" to name your video and add your brand's colors and logo. Use the storyboard and tips to position your photos and copy accurately. Make sure to convey your message before the ad becomes skippable.
  2. Next, select the images for the video ad by clicking Image to access the asset library. If you still need to scan your online marketing materials, click Upload or choose Website or Social to add pertinent photos to your asset collection. Ensure that you adhere to the image size specifications.
  3. Then, write the four lines of copy using the template's length and messaging criteria. Start with your core messaging and end with a call to action for this template. Additionally, you can change the font and weight to fit your identity.
  4. Select a track. Then, review the storyboard before clicking on Create Video. After that, upload the video to your YouTube channel and include it in your campaign.

Highlight Your Products

Wish to draw attention to your product line? The 15-second short created by the Showcase, Your Products in a News Feed Style template, employs copy to highlight the characteristics and advantages of your products.

Like the last template, you must insert two photos, a logo, and brand colors. However, this template uses square and landscape formats instead of the earlier one. 

Existing asset library images can be cropped to meet these specifications. 

Alternatively, you may rapidly select photos for your video ad using the website or social media search engine.

Set the font and weight to correspond with your branding before uploading the video advertisement. 

Google Ads will automatically suggest a choice that adheres to the template. 

Select an audio track to go with the video advertisement. To see every one of the recommended tracks, open the drop-down menu.

Advertise Your Mobile Application

Create a 16-second video advertisement showcasing your app's top features using the Promote Your App template. 

Provide three photos, an app store emblem, a logo, and five lines of text. The storyboard will fill in automatically and offer suggestions to help you effectively convey your message.

Select a font and audio track, then publish your ad on YouTube or your preferred ad storage channel.

Boost Product Sales Efforts

Looking for a unique strategy to raise sales or brand recognition for your goods?

Campaigns aimed at prospects farther down your marketing funnel are perfect candidates for the Introduce Your Products With a Ripple Effect template since it is made to introduce your products and increase conversions.

Although this template produces a vertical video, note that it needs images in portrait mode. In the asset library, you can crop photos to ensure they suit the template precisely. 

Follow the template's advice for better ad performance and use lifestyle photos instead of product photos. 

Additionally, take a look at the suggested music tracks and fonts. Remember that the track's timing cannot be altered, so only the first 15 seconds of audio will be played in your Shorts advertisement.

How to Upload Vertical Video to YouTube

  1. Go to your account's Google Ads and select Start a New Video Campaign. Select further options, including bidding, etc. When choosing, copy the URL of the YouTube vertical video. 
  2. Next, navigate to Settings, where you may perform mobile device targeting. Select the bidding to -100% for the Computers to guarantee that only the square or vertical formats is used when played on mobile devices. When playing the video on the system, this will not use the vertical version.
  3. You can even preview the campaign once it has been set up.

How to Add Vertical Videos to a YouTube Ads Campaign

Vertical videos are now supported by Google Ads for Performance Max, in-video, and app campaigns. 

Let's go over adding full-screen videos to these ads step by step.

Add a Vertical Video to a Video Ad Campaign

Step 1: Click the New Campaign option on your Google Ads dashboard to start a YouTube ad campaign. Choose a goal that is compatible with video advertisements. You can select product and brand consideration, sales, leads, website traffic, brand recognition, and reach.

Step 2: Choose the campaign and ad group options after selecting Video as the campaign type. 

Step 3: Establish a budget, pick a bid strategy, and develop your target market. Choose a video ad format and put the URL for your vertical YouTube video at the ad level. Then add an optional call to action and the final URL for your advertisement.

Step 4: Every video ad you produce using Google Ads templates is uploaded instantly to your asset library. Direct access to the asset library is not currently possible. 

However, you can search for the video you wish to utilize by opening the Google Ads asset library in a different window. The URL can then be copied and pasted into your ad.

Alternatively, you can use this Google Ads method to immediately produce a new vertical video ad. 

To view the asset library's array of templates, click the "Need a Video?" option. 

Then, make an engaging square or vertical video ad using the techniques we went through previously.

Remember that Google Ads does not let marketers promote content only on Shorts. 

Therefore, your advertisement may appear on YouTube before or during long-form videos. 

Plan to take full advantage of these places by producing numerous commercials, including at least one vertical video for short-form content and at least one landscape video for long-form content.

Insert a Vertical Video in an App or Performance Max Campaign

Step 1: Select a supported objective to create an app or Performance Max campaign. For the former, choose the app. 

Select sales, leads, or website traffic before selecting Performance Max as the campaign type. After that, finish setting up your campaign's budget, bidding, and targeting.

Step 2: Create the asset group next. To select a short-form advertisement you have already created, such as one you created using the templates mentioned above, click the Videos button to open your asset library.

Alternatively, you can choose Search YouTube and navigate to your channel or enter the URL of the YouTube clip you want to advertise.

You may also use Google Ads to produce videos for your company. Google Ads will have been able to automatically create vertical videos using your creative assets since September 2022. 

Avoid adding videos to your asset group if you wish to use these automatically produced videos because that will force Google Ads to make one for you.

Step 3: Upload images or graphics that work well in a vertical format to maximize this automatically created choice. 

You can upload 4:5 images or crop full-screen images to a 4:5 ratio even though Google Ads does not yet accept 9:16 images.

Remember that Performance Max advertising and app campaigns might appear outside of YouTube. 

Ensure that the creatives you select and the copy you create work for Discover, Gmail, the Display Network, and other pertinent Google properties.

6 Innovative Strategies for Crafting YouTube Vertical Ads

In addition to our guide for producing successful YouTube commercials, there are a few creative best practices for brands with the capacity to produce vertical video advertising. 

Six of the most effective techniques were discovered after 2,000 global ads that appeared in Shorts via Video action and App campaigns were examined by Google Creative Works, the group in charge of creative effectiveness research and recommendations.

Align Vertical Ad Formats with Vertical-Focused Platforms

Match vertical advertisements with vertical platforms. It may seem apparent, but vertical formats like Shorts are better suited for vertical ads' performance. 

Once you have adapted your advertisement for Shorts' vertical style, consider other ways to fit the mood, such as eye-catching graphics, inventive editing, or well-liked music.

Ensure Swift Content Delivery

Execute it quickly. There is no need to set up a concept or establish a storyline with many different backgrounds because there are just 10 to 60 seconds of accessible ad time, and Shorts go quickly. 

Your audience will likely stay engaged if you get right into the action.

Evoke Emotional Connections

Acknowledge and embrace emotion. 

People who watch short videos anticipate moments of happiness, drama, or humor, so include some emotion in your pitch!

Establishing emotional connections makes your advertisement relatable to your target audience. When the audience can relate to your video, they will watch it until the end and avail your products or services. 

Fine-tune Your Vertical Video Content

Polish your content. Use a quick flow to convey your message in the video and keep viewers engaged. 

Use tight framing to give the video vitality.

Each of us can have a unique experience thanks to YouTube. Because of this, advertisers ought to design their adverts similarly. 

Ads can feel more intimate by having the actors address the viewer directly while gazing directly into the camera. 

Using subjects or circumstances the audience can relate to is another technique to engage them.

Utilize Eye-catching Visuals and Transitions

As with any video, grabbing and holding viewers' attention is essential for maximizing the effect of your vertical video ads.

Make your video more unique and interesting for your target audience by including visually appealing design elements and transitions. 

Transitions and visuals spice up video advertisements, making them more entertaining.

You can also use visual elements like text, overlays, arrows and pointers, stop-motion, subtitles, and more to add depth and keep your audience's attention captivated by the screen.

Incorporate Clear and Concise Messaging

Users of social media networks, where attention spans are short, frequently watch vertical videos. 

Create concise content that swiftly grabs the viewer's attention and effectively conveys your core messaging.

Not every video must be extensive and drawn out to make a meaningful point. You can communicate more with fewer words by using simple parts. 

With vertical video, even a brief amount of time—from brief, rapidly shifting visuals to on-screen text during crucial moments—can be sufficient to accomplish your objectives.

FAQs: YouTube Vertical Video Ads

Can you use vertical videos for YouTube ads?

Yes! Visit Google Ads to establish a new Video Campaign if you want to create a video ad campaign with a vertical video. Similar to how you would ordinarily set up other elements for any video ad, you may select your bidding.

What is the size of a YouTube vertical video ad?

Use 1920 by 1080 pixels as the conventional length-by-width ratio for vertical video ads and the aspect ratio of 9:16 to create the vertical format. Use these dimensions (the most appropriate format) for your YouTube video ads.

Why is my YouTube video vertical?

The YouTube app's video player automatically adjusts to the video's dimensions. For instance, if you wish to display a vertical video with a 9:16 aspect ratio, it will be larger than a landscape video and take up 75% of the screen, with organic material appearing below the video.

Conclusion: YouTube Vertical Video Ads

Overall, vertical video Ads have many advantages over conventional horizontal ones in marketing and advertising, including more user engagement, greater mobile device performance, and increased cost-effectiveness. 

Most marketers should consider using vertical video ads as part of their campaign plan to increase reach and conversions among their target audience, even though there are some circumstances where horizontal video makes sense.

Vertical video ads enable a customized strategy for each channel you aim for, from short bursts of content to keep viewers interested and engaged on social media platforms to longer format stories that attract organic search traffic.

In conclusion, using vertical video ads as a component of your entire marketing plan can have a significant return on investment if done correctly and allow multimedia tools to highlight your brand's identity.

Written By
Kim Pañares

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