In this article, you’ll learn effective video campaign strategies in YouTube Ads for manufacturers.

The U.S. manufacturing industry is flying high at present, with 600,000 businesses in its industry and a whopping 7.1 trillion dollars of value just last year (2022).

It’s an undoubtedly huge industry that’s providing more than 12 million employees with stable jobs even back in 2020, when COVID-19 was starting to affect everyone’s lives. If you’re a manufacturing company, you’re faced with hundreds of competitors offering similar goods whatever your particular niche may be. One way for you to stand out in this highly profitable yet highly saturated market of manufacturers is to advertise your manufacturing company to YouTube users with YouTube ads.

In other blogs, we’ve discussed best practices in running PPC ads for manufacturing companies and why you should promote your manufacturing firm using Local SEO. This time, we’ll look into the different ways that YouTube video campaign strategies can help increase your manufacturing company’s profile on the Web.

YouTube Ads are Underrated

In light of its over 2 billion monthly logged-in users who watch over a billion hours of video everyday, it makes complete sense to advertise to potential customers through YouTube paid ads. In fact, YouTube is even beating traditional television when it comes to advertising. Paid YouTube mobile ads are now actually 84 percent more likely to receive viewers’ attention compared to TV ads. YouTube is a brave new world of advertising and more that’s worth being included in an industrial marketing plan!

Most manufacturers don’t attempt a more DIY approach to YouTube advertising: they simply set up a YouTube channel and create content to do some ‘free’ advertising there. While that’s a valid way of conducting digital marketing for manufacturing, paid YouTube advertising can give you a much greater reach that can maximize your budget without the trial-and-error associated with DIY YouTube promotion.

Tapping into YouTube's colossal audience of over 2 billion monthly logged-in users using paid YouTube ads can bring you a lot of potential buyers.

What Should Your Manufacturing Company’s YouTube Ad Contain?

It’s important to know your target customers (particularly, the decision makers in your target audience) and produce your video ad based on what they want that your manufacturing company offers. You can target potential buyers for your manufacturing firm using in-feed video ads and banner displays of your company and/or your products.

If you have the resources and knowhow, it’s best to create individual YouTube ads for each of your target audiences, whether they’re buyers, engineers, procurement professionals, finance managers, quality assurance officers, CEOs, CFOs, and so on. If your manufacturing marketing team needs help with your display ads campaign or guidance on how you can boost results from your marketing efforts, you can avail of YouTube Ads services from a very experienced YouTube advertising company like Zero Company.

woman hand holding mobile watching video online with ads

Types of YouTube Video Ads and How to Use Them

YouTube advertising is one of the most underrated tactics in digital marketing for manufacturing companies that are doing lead generation. Having your paid ads displayed on the most popular YouTube videos can instantly boost your brand recognition, drive an incredible amount of traffic to your website, and  to promote your products to prospective buyers.

Before investing in any YouTube ad, you need to know the main types of video ads that are available for you to choose from. You should examine and decide which one/s are more likely to deliver the best results for your manufacturing company before starting your YouTube ad campaign. You also need to decide on your budget. Here are the major types of YouTube video ads:

In-Feed Video Ads

These paid video ads are displayed as ‘Related Videos’ on YouTube video watch pages, search results pages, and the YouTube homepage itself. That’s why they’re called “in-feed”—they’re ads that are included in people’s video feeds.

Once your target customer clicks on any of your in-feed video ads, the destination video page displays a right-hand column spot or area where the companion banner display will pop up.

Skippable In-Stream Ads

skip ad keyThis is YouTube’s standard video ad type. You, the advertiser, only need to pay for these types of ads when the user watches the ads for at least 30 seconds (or until the video ends if it’s less than 30s).

Depending on your bid strategy, you may only pay when the viewer performs a call-to-action (CTA), like clicking a link to your landing page.

Skippable ads should be between 12 seconds to 6 minutes long. Make sure to include some powerful message in your campaign that can attract your target audience, like a catchy slogan or compelling info about what your products can do for them.

These ads play whenever the user watches a selected YouTube video. They have the choice to skip the ad after watching five seconds of it. These ads can also play on the Google Display Network (GDN) or any website that has a Google video ad space, although you can restrict the ad to only show on YouTube, if you’d prefer.

Even though you can use dialogue, people, and royalty-free music, it’s best to avoid running standard commercials in skippable in-stream ads.

Non-Skippable In-Stream Ads

You can also purchase a non-skippable in-stream ad. This YouTube advertising type can be played before the main video, during the main video as a “mid-roll”, or after the main video. Ads of this type have a duration of 15 to 20 seconds.

It’s a must to add a CTA after these ads since users do not have an option to skip these. This allows you to make the most out of your captured audience’s attention in order to turn them into your customers.

If you want more advertising creativity and freedom, paying for non-skippable mid-roll ads is the way to go. Television-standard commercials also fall under this YouTube ad category. We recommend including essential elements related to your brand, a story, some dialogue, and people within that time period of 15 to 20 seconds.

If you’re promoting a major event or releasing a new product, the non-skippable in-stream may be the best ad format for you.

Non-skippable in-stream ads work best when promoting major events or new product releases.

Bumper Ads

These are the shortest type of YouTube video ad that’s currently available. They’re only six seconds long and shown at the start of a YouTube video. They’re also non-skippable.

Bumper ad spots are best used for teasers, trailers, or complements to larger campaigns. You can put in six-second versions of popular longer ads that you’ve been running for a long time, so most YouTube viewers can identify it in only six seconds.

YouTube bumper ads are great complementary videos for campaigns on a major event or new product launch of your manufacturing company. Use those six seconds wisely and include the most essential components of your brand that your target customers will recall.

Overlay Ads

Lastly, overlay ads are YouTube banner ads that hover at the bottom of a video. Instead of having an obtrusive commercial, overlay ads appear while the viewer watches his or her video. These ads are a good supplement to in-stream video campaigns.

Overlay ads avoid intrusive advertising of your products while still reaching your target buyer. You can promote your landing page here that features the new products you offer.

Looking For a Trusted Digital Media Advertising Agency For Your Manufacturing Business?

Whichever display ads campaign you go with, it’s important to know the secrets to optimizing your YouTube ad campaigns.

If you want to make the most out of your ad spend as well as other effective manufacturer marketing strategies, you can partner with a trusted YouTube Ads agency. Zero Company has been delivering outstanding digital marketing services for over  20 years, including advertising services on YouTube and other social media platforms, search engine optimization, email marketing, and more.

Book a free consultation with our YouTube marketing agency’s experts in YouTube ads today!