Stop 06 · Paid Advertising (PPC)Topics · 4/12

Display & YouTube Campaigns

In short

Search waits for people to ask. Display and YouTube ads go out and meet people while they read news or watch videos, before they even know they need you.

Visual ads shown across websites (Display) or before/during videos (YouTube) — lower intent than search, but useful for awareness, retargeting, and reaching audiences before they start searching.

The blob in a cricket stadium seat points excitedly at colourful blank banners along the boundary.

Think of it like this

Ads on the boundary rope

Nobody watches a cricket match to see ads. Yet the brand on the boundary rope gets seen by lakhs of fans. Some will remember it next time they shop. Display and YouTube work like that: reach first, sales later.

Watch it happen

Search vs Display and YouTube

Search ads

People are already looking
Text ads on results pages
Usually higher intent, fewer people

Display & YouTube

You interrupt their reading or watching
Banners, images and video
Huge reach, lower intent per view

Use Search to catch demand and Display or YouTube to create it. Judge them by different numbers.

The big ideas

What you need to know

Display network

Image ads shown across many websites and apps that partner with Google.

YouTube formats

Skippable ads can be skipped after five seconds, so your first seconds must grab attention.

Measure reach and recall

Track views, reach and frequency, not just clicks. Many viewers buy later through search.

Targeting does the heavy lifting

Pick audiences by interests, topics or your own customer lists, since there's no search to match.

How it works

Planning a 15-second YouTube ad

1
Hook in 5 seconds
Show the product or the problem before the skip button appears.
2
One message
Say one thing clearly. Viewers won't remember three.
3
Brand early
Show your name or logo early, so even skippers remember you.
4
Clear next step
End with a simple action, like 'Search Chaibox' or 'Visit the site'.

Save yourself the pain

Common mistakes

Oops

Judging a YouTube campaign only by clicks.

Do this instead

Most viewers won't click. Look at reach, view rate and whether branded searches go up.

Oops

Saving the brand name for the last second of the video.

Do this instead

Most people skip early. Put your brand and main point in the first few seconds.

Your mission

Study five real ads

~20 min

Quick check

A new snack brand nobody has heard of wants more people to know about it. Which campaign fits best first?

Go deeper

1Compare the goals of a Display awareness campaign versus a Search intent campaign.
2Learn the basic YouTube ad formats (skippable, non-skippable, bumper).
3Understand why Display/YouTube typically need stronger creative than Search ads (which rely on text).