Quick Answer
The cost of a 30 second YouTube ad can vary significantly based on factors like targeting, time of year, video type, and more. However, on average, a 30 second YouTube ad in 2023 costs between $10-$30 per 1,000 impressions. This means for every 1,000 times your ad is shown, you pay between $10-$30. So to get 1 million impressions, a 30 second YouTube ad may cost around $10,000-$30,000.
What Impacts the Cost of a 30 Second YouTube Ad?
There are several key factors that impact the cost per impression and overall spend for a 30 second YouTube ad:
Targeting
More narrow targeting generally costs more as you are trying to reach a more specific audience. Targeting by demographics, interests, behaviors, etc. can increase cost compared to a broad campaign targeting all of YouTube.
Video Type
Some video types like music videos or gaming videos tend to be more expensive to advertise on. The audience demand plays a role in driving up prices.
Ad Inventory
Times of peak video consumption like evenings or holidays see higher ad prices due to increased competition from other advertisers. Similarly, popular YouTube channels have pricier ad inventory.
Ad Format
Skippable in-stream ads are generally less expensive than non-skippable ads you are forced to watch. Also ads shown on the YouTube homepage cost more than in-stream video ads.
Ad Rank
The ad’s expected clickthrough rate and quality score determined by YouTube impacts cost. Higher performing ads are more expensive to compete for top positioning.
Cost Breakdown Based on Impressions
As mentioned above, on average most 30 second YouTube ads cost between $10-$30 per 1,000 impressions. Here’s a more detailed look at costs across impression ranges:
100,000 Impressions
At the low end of $10 CPM, 100,000 impressions would cost around $1,000. At the high end of $30 CPM, it would be $3,000.
500,000 Impressions
For 500,000 impressions, the cost for a 30 second YouTube ad may range from $5,000 (at $10 CPM) up to $15,000 (at $30 CPM).
1 Million Impressions
1 million impressions at $10 CPM would be a $10,000 spend, while at $30 CPM it would cost $30,000.
10 Million Impressions
For a large campaign goal of 10 million impressions, the 30 second ad cost could run between $100,000-$300,000.
Factors that Impact Impressions Delivered
In addition to cost per impression, the number of impressions you actually receive depends on these key factors:
Targeting
Broader targeting will yield more potential impressions compared to narrow targeting parameters. But broader campaigns may be less efficient.
Ad Format
In-stream video ads shown before/during YouTube videos tend to get higher impression delivery compared to display formats.
Devices
YouTube ads can be shown across devices. Desktop tends to perform better for impression volume compared to mobile.
Ad Position
Whether your ad is shown before the video, beside it, etc. impacts impressions. Higher ad position costs more but yields better visibility.
Viewer Behavior
Viewers skipping ads, closing the video early, etc. will all reduce potential impressions for your campaign.
Ad Quality
Low quality, irrelevant, or repetitive ads may cause YouTube to show them less to protect user experience.
How to Estimate Your Potential Impressions
It can be tricky to predict exactly how many impressions your specific 30 second YouTube ad may receive. But here are some tips to estimate it:
1. Research Average CPMs for Your Targeting
Use Google Keyword Planner or other tools to research average costs per impression in your niche. This gives a baseline CPM.
2. Look at Benchmarks for Similar Campaigns
See what impression volumes and CPMs other similar 30 second video ads have achieved. This can provide an approximate range.
3. Use YouTube’s Reach Estimator
YouTube provides a reach estimator tool to input targeting and estimate potential impressions. It provides a good starting point.
4. Start Small and Test
Run a small test campaign first to directly see resulting impressions at different budgets. Then scale up bigger.
5. Work with an Agency/Expert
Having an agency or experienced YouTube ad professional review your campaign specifics can provide more educated impressions estimates.
Tips to Reduce Your 30 Second YouTube Ad Costs
Here are some tips brands can use to try lowering the cost of their 30 second YouTube video ads:
Use Skippable Ad Formats
Skippable video ads tend to be 50%+ cheaper than non-skippable formats. Allowing viewers to skip reduces costs significantly.
Test 15 Second Ads
Sometimes shorter 15 second YouTube ads can achieve similar results at lower cost. Testing 15 vs 30 second ads is recommended.
Target Broad Audiences
Targeting larger broad audiences instead of just a niche segment can significantly reduce CPMs. Cast a wider net.
Use Keyword Targeting
Bidding only on cost-effective keywords relevant to your ad can lower average CPM compared to topic and audience targeting.
Set a Low Max CPM Bid
Bidding strategically and setting a max cost per impression you’re willing to pay puts limits on what you’ll spend.
Test Different Ad Positions
Comparing discovery vs video ads and testing ad positioning can reveal cheaper placements that still convert.
Create High-Quality Video Ads
Well-made, engaging video ads tend to achieve better ad rates from YouTube over low-quality ads.
Tips to Get the Most Views for Your 30 Second Ad
To maximize views and impressions for your 30 second YouTube ad, here are some key tips:
Hook Viewers in the First 5 Seconds
Have a strong opening right away in the ad to capture attention before viewers skip. Quickly convey the value.
Use Popular Video Influencers/Celebrities
Partnering with influencers in your niche to promote your ad leverages their audience and improves views.
Include a Strong Call to Action
Tell viewers exactly what you want them to do, like click a link or use a coupon code to drive actions.
Optimize for Mobile
Ensure the ad is formatted correctly when viewed on mobile, where majority of YouTube watch time occurs.
Re-Engage Past Viewers
Use YouTube remarketing to show your ad again to people who previously watched or engaged.
Test Different Thumbnail Images
The thumbnail image impacts clickthrough rate. A/B test different thumbnails for your ad.
Leverage Key Holidays/Events
Run ads timed around big YouTube viewing events like holidays or major sports events.
Conclusion
In summary, on average most 30 second YouTube ads cost between $10-$30 per 1,000 impressions in 2023. But many factors from targeting to ad placement impact the actual cost and delivery. Following best practices like using influencers, optimizing for mobile, leveraging key events, and continually A/B testing your ads can help maximize impressions and views within your budget. Tracking performance data and starting with small tests is key to fine tuning your YouTube ad approach.