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Advertising YouTube videos should be done on the YouTube site. These promoted videos appear on YouTube search results pages, much like traditional PPC ads appear on the results pages for a Google search.

A YouTube Promoted Video is an advertisement, pure and simple, for a specific YouTube video. Specifically it’s a  pay-per-click ad, where you’re charged only when someone clicks the ad to view the video.

Promoted Video ads: appear on YouTube’s search results pages. When someone searches for a particular topic, ads related to that topic appear in the Promoted Videos section on the right side of the page. Each ad includes a brief
text description and link, as well as a video thumbnail. When a user clicks the ad or thumbnail, they’re taken to your video page—and you’re charged for that click.

YouTube’s promoted videos work just like Google’s AdWords program—with the addition of a video thumbnail to accompany the ad’s text. This is a pay-per-click program, just like AdWords; you’re charged only when someone clicks your ad. You bid on specific keywords and pay a certain price per click.

Promoted Videos Campaign:You can set up advertising campaigns for any video you’ve uploaded to the YouTube
site. In fact, you have to promote each video individually; you can set up separate campaigns for different videos, but you can’t set up a generic campaign for all your videos.

To get started, you select a keyword or group of keywords that best describe your video. You bid on these keywords and
select how much you’re willing to pay for each click.

You then get to create the Promoted Video ad itself. Each ad consists of a short title and two lines of descriptive text. Your YouTube user name appears below the description, and a thumbnail image of your choice appears on the left side of the ad.

When someone searches YouTube for a keyword that you’ve purchased, your ad will appear on that person’s search results page in the Promoted Videos section. At that point your account is charged for the click at the previously agreed-upon rate.

Of course, you also set a total budget for your campaign. This budget is YouTube-specific, independent of your AdWords budget. When your PPC charges reach this amount, your ad is disabled. You determine how much you’re willing to spend each month, and your advertising charges will never exceed this amount.

To sign up for the Promoted Videos program, go to ads.youtube.com. You can then select which ad you want to promote and start creating the campaign.

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How do you  create videos to uphold your brand in YouTube search and acquire real business leads?

-YouTube is a Search Engine.
-Optimize the Key Elements of a Video for Findability
-Measure Key Indicators of Success in YouTube

YouTube is a Search Engine: YouTube gets more searches than Yahoo! and Bing. Youtube is not just a video sharing site and start treating it as a major search engine in your internet marketing strategy.

Think of every video you create as you would a page on your website — each one will rank and can be found by millions
of YouTube searchers. Every single video you produce and upload to your YouTube channel should be titled with valuable and highly searched keyword phrases.  YouTube content just like any other content — just create great content that your target audience will find interesting, optimize it with keywords for which your target audience is searching and you have the ability to uphold your brand and gain business from YouTube.

Optimize the Key Element of Every Video for Findability:

-Use a Keyword in the Title: Research your keywords. Use a keyword that is highly searched as part of your naming
convention of the video title. The Google Keyword Tool is free and an excellent option for researching keyword phrase
options.

-Optimize and Create an Effective Description: Make sure your URL, call-to-action or phone number is included in the beginning of the first sentence in your description. Sprinkle keywords throughout your description for better findability with YouTube search.

-Don’t Ignore the Keyword Tags: Go to the search box in YouTube and you will get auto-complete suggested searches based on a particular keyword. Suggestions include the search term and alternatives. These alternatives can be used as tags for your video, as well as for your future video plans and ideas. Even more options are possible with YouTube’s advanced search.

Make use of Annotations: Make sure to use annotations to notify users when a video has a more updated version, to link them to a page on your website or blog, or any other call-to-action important to your business initiatives.

Key Indicators of Success in YouTube: It’s important to be able to identify what keywords and video content is working. Here are a few metrics you can follow in order to measure your YouTube success meaningfully.

-Increase in subscribers to your channel over time.
- Number of total views.
- Presence and positioning of your videos when searching targeted  keywords in YouTube search.
- Comments on videos.
- YouTube Insight.
- Track and get detailed information on your videos and viewer behavior.

Your efforts to produce videos must pay off by getting in front of a searching audience that will convert.

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Video is the next big thing on the internet. For web businesses to attract or retain an audience is a challenge, it remains a relatively new and developing channel- that means it is hard to know what compels a particular audience to watch and share a video and in what context it will be successful.

The best way is to commit to research and planning, ensure brand continuity throughout the development cycle and aim to position the videos in a manner that moves browsers to buyers. If videos are developed against measurable goals, results can be quantified, improvements made and ROI achieved.

Video Research and Planning

The biggest problem is when getting started with videos is that most campaigns begin without a formal strategy. There are essentially two parts of the strategy-research and planning.  After this is done  you can move to execution and marketing.

Research

In the research phase of our video campaign strategy we must understand the competitive marketplace and what types of videos competitors are producing, for what terms they are ranking on search engines and generating traffic and awareness  and aiding in conversion.

There is no way to account for consumer taste, we can analyze  the most effective videos and those that are going viral at any moment in time. You can review videos by checking out Viddler’s most viewed and most favourited categories; Youtube charts and the most popular videos on services like Photobucket, Metacafe and Dailymotion. Consider using video aggregation websites such as Viral Video Chart from Unruly Media, which monitors the “most contagious” videos on Youtube, Facebook or elsewhere or checkout Popscreen, whose home page features  videos on their way to become popular.

Once you get an idea of some elements that make  a video popular, enjoyable or effective, make a list of these attributes and use them in your videos. Next, research some videos related to your business and industry. Again make a note of its outstanding qualities.

Planning

In the planning phase, we take the information we gathered from our research and determine an appropriate plan of action to promote our business or product.

You may find that competitors producing videos in your niche are primarily used for entertainment. Or, you might find that most of your competitors are using video to provide instructional support  for more complicated products and services. In your research you found that instructional videos garner more views than the entertainment space for your particular industry. Therefore, planning for instructional videos is the best place to start.

You can consider execution strategies in the planning phase, such as specifying a production schedule and taking some time to designate certain individuals to be responsible for the various aspects of development, production and marketing. If we are planning for instructional videos, those within the organization most familiar with the product’s features and nuances (developers and engineers) will be essential in helping plan the videos’ content and flow. Should your plan include a video about the culture of your company (profiling the company CEO or the community surrounding your business), perhaps individuals from your PR staff or marketing department might be best suited to the task.

Other planning elements to include pertain to the goals you have set for each video. Make  it clear to users what to do  next. If you want to send users to your website (or a specific URL),  make sure graphic elements are ready that include
the URL and that each URL is enabled with the proper analytics to ensure accurate attribution — critical when analyzing video successes or failures. If your video is being used to reinforce a brand, have a logo ready for use in the backdrop, or plan for a pre-roll or overlay element. As an immense amount of video is shared outside of your site, ensuring that important branding elements are present throughout are a key to success with video. Remember that the information you gain from the research and planning phase of your video strategy should influence how videos are developed, but it should also play a role in how those videos are marketed and promoted.