As the most popular video site on the planet, YouTube has a lot of content to present to users at any given time (the site says that 20 hours of footage are uploaded every minute). That poses a challenge to premium content owners and other content creators looking to attract attention, which is why YouTube also offers a premium ‘Promoted Videos’ feature that lets you pay to expose your video to other users. And today, it’s making it easier to launch a Promoted Video campaign: users will now be able to manage their Promoted Videos directly from the AdWords platform.
AdWords is Google’s bread-and-butter ad platform that plenty of brands and businesses already use to place their ads outside of YouTube, so this will help streamline the purchase process. It’s not all about convenience either — advertisers will also be able to use AdWords campaign tools, which are more robust than what YouTube offers.
YouTube is also announcing that it’s extending Promoted Videos to Canada, France, the UK, Italy, Germany, Spain, and the Netherlands.
The news comes soon after a number of other significant improvements to the Promoted Videos program, which has seen a 500% increase in clicks since the beginning of the year. In August, YouTube began integrating ads for Promoted Video directly into the site’s ‘Watch’ page (before that they would appear in search results, but not where users actually viewed content). And earlier this month the site began allowing the sponsored videos to appear in AdSense units across the web, where they compete in standard ad auctions. All of this is part of YouTube’s push to monetize the site, and to make it more appealing to its growing list of premium content providers.