How to set up a YouTube ad campaign
Wondering how to advertise on YouTube? Looking for a guide to creating a YouTube ad campaign?
In this article, you will learn how to set up and optimize a YouTube ad campaign.
1: set up YouTube advertising
With the newly redesigned Google Ads interface, managing YouTube ads is now easier than ever. If you have experience with Google or Facebook ads, you will find many YouTube ad features familiar to you.
Here are the steps you need to take to run YouTube ads for your business.
Google AdWords link to your YouTube channel
The first step is to link your Google Ads account to your YouTube channel.
To do this, log in to your Google Ads account (or My Customer Center if it’s an agency). Then click Tools at the top of the page and select Linked Accounts in the Settings column.
Follow the prompts to add your YouTube channel. If you are the account owner, the linking will be done automatically. If someone else owns the account, you must enter the owner’s email and request access.
Follow similar steps to link your Google Analytics account. You will need access to it for campaign analysis and retargeting.
Upload your video ad to YouTube
To use a video in a YouTube ad campaign, you must first upload it to YouTube. The quality of the video and its ability to grab the viewer’s attention immediately are critical to its success. Focus on making an impact in the first 5 seconds.
2: Choose a YouTube ad campaign target
The next step is to create your campaign. Go to your Google Ads panel and on the Campaigns tab, click on the + button and select New campaign.
YouTube has options for creating various types of campaigns, which determine the type of ads you can run, available placements, and more. Based on your campaign’s ultimate goal, choose one of the following options for your YouTube video ad:
• Leads and website traffic are the best options to drive traffic and drive conversions for your YouTube ads.
• Product and brand consideration provides opportunities to build brand awareness and market your products to large audiences, including influencers.
• Brand awareness and reach is generally used to generate brand buzz and includes more options for ad types.
After selecting a campaign goal, you will see a list of the campaign types available for that goal. Select Video as the campaign type. When you are finished, click Continue.
If you plan to track conversions, you will need to configure conversion tracking. Check out this Google Ads support page for steps to take.
3: choose a YouTube ad format
The available YouTube ad formats depend on the purpose of your campaign and the length of the video ad. Here is a summary of the most widely used formats.
TrueView scoping ads run before, during, or after the video and work best to create initial awareness of your brand or product. They have a Skip button that allows users to skip the ad after 5 seconds.
Although you can pay less per view with Facebook ads, your return on investment in this type of YouTube ad is higher because it only pays if the user watches 30 seconds of the video (or less for videos less than 30 seconds). Since your title choice is quite limited (up to 10 characters), consider adding end cards and overlapping Calls to Action (CTA).
Another hidden benefit of TrueView ads is the free social trial. YouTube will count (and publicly display on your YouTube channel) all video views, regardless of whether users skipped the ad.
TrueView discovery ads appear on YouTube’s search results page, alongside related videos (rather than in-stream), or on YouTube’s mobile homepage. You are charged each time users click on the thumbnail, regardless of how long they watch the video.
These ads are great for promoting product consideration with a direct CTA. Discovery ads allow you to add longer headlines (up to 100 characters) and two lines of ad descriptions.
Non-skippable in-stream ads
In-stream ads that cannot be skipped are available only for some campaign types (coverage campaigns) and can last from 6 to 15 seconds. If you try to upload videos of 16 seconds or more, you will see an error message. (Note: some articles state that these ads can last 15-20 seconds, but YouTube specifies 15 seconds or less.)
Like TrueView ads, ads that cannot be skipped run before, during, or after video content. The benefit of these ads is that you are guaranteed viewers will see your entire message, which translates to a higher ad display metric.
The cost of these ads is slightly higher because you are paying for each view. While this is a popular YouTube ad type, the true engagement value may be less. Because users are forced to watch your ad, their engagement isn’t as complicated as that of those who choose to see an ad that can be skipped after 5 seconds.
Remember: watch out for the hidden costs of each type of ad and analyze the final return on investment.
Video ads of 6 seconds or less can be used for great ads. Unlike TrueView or ads that can be skipped, hard-hitting ads don’t change the number of views of your videos. Users cannot ignore advertisements.
Pay for great ads based on CPM (cost per 1,000 impressions). This ad format works great as part of a video ad stream to warm up an audience for a TrueView ad.
Pro tip: When creating videos for hard-hitting, skippable ads, YouTube completes the next minute when you upload the video. Keep the video raw in under 6 seconds, as 6.1 seconds of raw footage can be converted to a YouTube video of 7 seconds after uploading.
4: Set a budget, timeline, and bid strategy
After selecting an ad format, enter a name for your campaign, set a campaign budget, and choose start and end dates.
The cost of YouTube advertising is much lower than you think. In fact, some campaigns can cost as little as $ 0.02 per view. But you must have the right bid strategy because the deals have a direct impact on the success of your campaigns.
There are many different types of offers and strategies to use. Select one of these two strategies to maximize results:
• Maximum CPV is used with TrueView ads and tells YouTube the most you want to pay for each view of your ad. For discovery ads, determine the maximum you’re willing to pay for users to click your ad. In some cases, you can make the difference between whether or not your ad appears. For discovery ads, it also determines the position of your ad compared to other ads.
• The target CPV is the average you are willing to pay for your conversions. You can pay a little more or less for individual conversion, but your daily averages will not exceed your average amount.
For some campaign types, you can also see the Maximize Conversions option. This option is similar to automatic offers and gives you less control over the results of your action. Therefore, it can result in higher costs.
5: Control where your YouTube ad will be shown
Below, you’ll see three options for managing where your YouTube ads will be displayed.
Choose from these network options to determine where your YouTube ads will run:
• YouTube search results: This option is available only if you are running discovery ads. Uncheck this option for all other ad types.
• YouTube Videos: This is the best option for most of your ads with the best balance between price and quality.
• Video Partners on the Display Network: Select this option if you want to serve YouTube ads on partner sites outside of YouTube. While it may lower your cost, it’s also likely to significantly reduce quality.
Under Networks, you can also choose which locations and languages you want to target.
YouTube offers you various controls to ensure that your ads are delivered alongside quality content. Controlling the Inventory Type settings will help you avoid sensitive problems. Here is a summary of your options:
• Extended Inventory – Choosing this option will help you maximize your viewing potential, but your ads can also be delivered with confidential content. Consider avoiding this setting if you don’t want your ads to run with adult content.
• Standard inventory: This is the option YouTube recommends and is considered appropriate for most brands. It may still involve some violence or language that may not work for your brand. You may want to opt for a more secure option.
• Limited inventory: This option is best if you want to be careful with your brand image and the content with which it is associated. It generally excludes most types of confidential content.
You can further refine where your ads appear by excluding certain types of content, such as tragedies and conflicts, socially sensitive content, and shocking news. This allows you to indicate that you want your ads to be excluded from these categories.
Excluded types and labels
YouTube also allows you to exclude types or tags. For example, you may want to disable live video streaming because they are happening in real time, making it difficult to categorize them. Some of these transmissions may contain shocking content and be inappropriate for your brand. Err with caution when considering your opt-out options.
Pro tip: Your ad costs can go up every time you add a filter, like limiting inventory and refining your audience, placements, themes, or keywords. Keep experimenting to find the right combination of cost and results.
Set a frequency limit
You will find the Frequency Limit option under Additional Settings in Campaign Settings. A frequency limit is especially important if your audience is small. Unlike Facebook ads where there is a default frequency limit setting, YouTube leaves this option blank, which means you risk burning your audience.
6: Define the target audience for your YouTube campaign
YouTube’s audience targeting options are pretty solid. In addition, YouTube data is supplemented by data from Google Search and its partners. This combination makes YouTube advertising incredibly powerful.
Remember, each parameter you add to your campaign is a filter. While restrictions improve the quality of the audience you can reach, the more audience filters you add, the higher your cost per view (CPV) will be. If you’re just getting started with YouTube advertising, avoid the temptation to add too many filters to the same ad group.
Instead, start by understanding what moves users at each stage of the purchase decision, and create highly targeted ads for each audience group.
You have several options for grouping your audience, including demographic, interest, and behavioral targeting. Below are simple explanations and use cases for each.
YouTube’s demographic targeting options are pretty straightforward. You select the age, sex, income and marital status of your target audience. Unlike Facebook or other platforms, YouTube viewers are not required to log in to watch videos, so YouTube will not know the demographics of unregistered users. Unrated YouTube viewers are added to the Unknown category.
Keep unregistered users in mind when selecting audience targeting options or you may lose about 65% of inventory. To illustrate, unless you only want to show your ads to the 18-44 year old audience, always leave the Unknown category checked.
To further refine your targeting, add detailed demographic targeting information. To visualize this, you can narrow your audience to homeowners who are married.
If you are looking for YouTube advertising services contact us.