How to drive traffic from YouTube

Today we’re here at Affhub to talk about one of the largest sources of traffic used by literally every fourth person on the planet. Of course, we are talking about YouTube. As of 2024, the number of active users of the platform reaches more than 2 billion. This makes the platform one of the most promising traffic sources in affiliate marketing.

Read our new article on how to turn YouTube into a traffic source for your offers.

What advertising format to choose

Traditionally for Google products, YouTube also has several advertising options. These include embedded ads, Bumper, Shorts, and Discovery. Let’s look at each of these types separately.

Embedded ads

These are the same annoying pre-, mid-, and post-roll ads that every user without YouTube Premium has seen. To be more precise, these are thirty-second videos that users can skip after the first 5–10 seconds of viewing.

The advantage of this type of advertising is that you pay only when the user has watched at least 30 seconds of the video or clicked on the ad. It is a good option for generating leads or performing any targeted actions.

At first glance, it may seem that the possibility of skipping your video is bad. However, this way, you can weed out the uninterested audience, which will have a good effect on the campaign as a whole.

Bumper ads

These are basically the same ads before, during, or after a video. However, they last six seconds and cannot be skipped. They are mostly used to promote brands. However, this format can also work for immediate feedback. It’s best to use these ads when the user already knows about your brand.

YouTube Shorts ads

We think there’s no point in explaining what YouTube Shorts are. The rules here are the same as when uploading from TikTok or Reels: the video should be short and attract attention in the first seconds. Videos should be between 30 and 60 seconds long. YouTube Shorts has an audience of over 50 billion views per day. So, if you understand the format and find a creative idea for it, you can get traffic.

Discovery ads

These are the ads that you see in YouTube recommendations on the home page or on the right side of the video. This method is less commonly used in affiliate marketing because it is difficult to achieve targeted actions in this way. However, this format is well suited for increasing video views and channel audience.

What are the rates for YouTube uploads?

As elsewhere, YouTube has several bidding strategies, and the final result of the entire campaign depends on their choice. So at this stage, you should take your choice seriously.

CPV

A bidding format where you pay the platform for each video viewed for at least 30 seconds. A good option for increasing views and account reach. However, it’s not the best for driving a targeted action.

CPM

A good option when you need to introduce the audience to the brand. In this case, you pay for every 1000 views. Accordingly, the reach will be higher. However, it is again not the best option for lead generation.

tCPA

In this case, on the contrary, payment is made for the targeted action. It works perfectly for sales or lead generation. The rules here are classic: you set the target cost of the desired action and Google does everything to get the best conversion for the specified amount.

How to work with creatives when uploading from YouTube

The YouTube audience is different because they don’t like long and complicated intros. Everything should be simple, clear, and fast. Of course, YouTube users can watch your video longer than on TikTok, where the first 1-1.5 seconds of the video influence the decision to watch it further or not. However, you need to attract attention much faster here than on Facebook.

The main task is to make the video interesting from the very beginning. A striking example is the advertisement for the mobile game Rise Of Kingdoms. Many users admitted that even though they hadn’t downloaded the game and didn’t even plan to do so, they watched the video to the end because the format of the ad was intriguing. Of course, this is not an argument in favor of the “adherents” of the target action. However, this is an increase in brand awareness in general.

Usually, when working with YouTube, the ABCD structure is used, which is manifested in the following:

• Attention. Grab the user’s attention in the first 5–6 seconds of the video. To do this, you can use a provocative phrase, intrigue, unexpected fact, etc. The main goal is to make the user see your ad and not wait to click the “Skip” button. Did you succeed? Great – move on to the next stage;
• Branding. If you managed to attract attention to the video, it’s time to do the same with the brand. This shouldn’t be done at the end of the video – it’s not a given that everyone will watch it to that point. The video should clearly show the company’s name, logo, or brand colors;
• Connection. Next, you need to establish a certain connection with the viewer, to keep them watching the video. Again, the example from Rise Of Kingdoms is more relevant than ever – it can be a story, an event, a real-life situation. Everything should be humorous, maybe even a little hyperbolic;
• Direction. The end of your video should be the direction of the user’s actions. They need to follow a link, install an app, or make a purchase. Explain what the person should do and add a call to action.

To summarize

YouTube is currently one of the largest sources of traffic in the world – the audience is huge, and you can find a customer for literally any product anywhere in the world. Experiments and tests will help you with this. So, study, test, and enjoy the ROI!