Browse This Article:
- YouTube Ads Video Tutorial
- YouTube Ads Video Playlist
- Getting Started With YouTube Advertising
- YouTube Ads Conversion Tracking
- YouTube Advertising Campaign Types
Welcome to our YouTube Ads guide for 2023. We will guide you through everything you need to know about running YouTube Advertising through your Google Ads account. Our first video is our up-to-date YouTube Video Advertising campaign tutorial, where we show you how to create your first YouTube Ads campaign. From there, we will cover YouTube Advertising costs, video ad campaign types, video ad formats, best practices, targeting options, and more.
What is YouTube Advertising?
YouTube Advertising is a video marketing platform that allows businesses to promote their products or services to a targeted audience on YouTube. With YouTube Advertising, businesses can create video ads in various formats and display them to users based on demographics, interests, behaviors, and other targeting options. YouTube Advertising provides businesses with a way to reach their ideal audience, maximize their reach, and increase brand awareness.
Why is YouTube Advertising important for marketers?
In today’s digital world, consumers are spending more time watching videos online than ever before. YouTube is the second most visited website globally, with over 2 billion monthly active users. With YouTube Advertising, businesses can take advantage of this massive audience and reach their target market with their message. YouTube Advertising offers a range of targeting options that enable businesses to get their message in front of the right people. It is also an effective way to increase brand awareness, drive website traffic, and boost sales.
When you get started with Google Ads, YouTube Advertising is one of the main components for growing brand awareness and driving leads. If you haven’t created a video advertising campaign yet, we will show you how to publish a video to your YouTube channel and promote it to targeted audiences.
How to Create YouTube Advertising Campaigns
Step 1 – Setting up a Google Ads Account
Firstly, you need to set up a Google Ads account. Google Ads is a powerful platform for online advertising and is the main platform for YouTube ads. It’s important to note that you will need a Google account to sign up for Google Ads.
Step 2 – Creating a New Google Ads Campaign
After you have set up your Google Ads account, you need to create a new campaign. To do this, click on the “+ Campaign” button and select the “New campaign” option.
Step 3 – Choosing a Campaign Objective
Next, choose your campaign objective. There are several options available, including Sales, Leads, Website Traffic, Product and Brand Consideration, and Brand Awareness and Reach. Select the one that best suits your business objectives. For video ads, certain goals will be unavailable to you. The goals you can utilize for video ads are listed below.
Product and Brand Consideration
Brand Awareness and Reach
A goal focused on sales is great for B2C advertisers. If you have products you want to sell to customers, the sales goal will help you drive more sales on your website.
A goal focused on leads is good for B2B advertising and companies that want more customers to contact them directly. If you need to drive client leads or customer leads, this is the goal for you.
Similar to leads, the website traffic goal will encourage customers to visit your website. Most companies do not use this format for YouTube Advertising because you will see better results with the Sales and Leads goals.
A goal focused on consideration is good for people who know they are interested in a product or service, but they haven’t chosen a company yet. It’s good for companies that are launching a new product, but not the best for companies that need to drive more leads and sales.
A goal focused on brand awareness is ideal for large companies that want to highlight new products, services, or a promotion. It’s not the best goal for small businesses focused on driving conversions.
Personally, I like to choose Sales or Leads so I can focus on conversions. However, other advertisers may be focused on building brand awareness and product awareness.
Step 4 – Select the Video Campaign Type
After choosing your objective, you need to select the video campaign type. There are two types of video campaigns available: In-stream ads and Video discovery ads. In-stream ads are played before, during, or after another video on YouTube, while Video discovery ads appear next to related YouTube videos or search results.
Step 5 – Setting Targeting Options
Now, it’s time to set your targeting options. You can target your ads based on demographics, interests, behaviors, keywords, and more. Targeting options allow you to reach the right audience for your business.
Step 6 – Setting Budget and Bidding Strategy
After setting your targeting options, it’s time to set your budget and bidding strategy. You can set a daily budget for your campaign, and you can also choose between automatic or manual bidding strategies. Automatic bidding allows Google to adjust your bids to get the most clicks within your budget, while manual bidding allows you to set your own bids for each ad group.
Step 7 – Choosing Networks to Run Video Ads
Now, you need to choose the networks on which you want to run your video ads. You can choose to run your ads on YouTube or on the Google Display Network. The Google Display Network includes over two million websites and apps, which can increase your reach significantly.
Step 8 – Creating Ad Groups and Choosing Targeting for Your Ad Groups
After choosing your networks, you need to create ad groups and choose targeting options for each ad group. Ad groups allow you to group your ads together based on a common theme, and targeting options allow you to further refine your audience for each ad group.
Step 9 – Choosing YouTube Ad Format and Creating YouTube Video Ads
Now, it’s time to choose your YouTube ad format and create your YouTube video ads. There are several ad formats available, including skippable in-stream ads, non-skippable in-stream ads, bumper ads, and video discovery ads. Choose the one that best suits your business objectives and create engaging and informative video ads.
Step 10 – Create and Launch a New YouTube Advertising Campaign
Finally, it’s time to create and launch your new YouTube advertising campaign. Make sure that your ad groups and targeting options are set up correctly, and that your YouTube video ads are engaging and informative. Once you have launched your campaign, you can track its performance and make adjustments as necessary.
YouTube Advertising Conversion Tracking
Conversion tracking is vital when you want to create a successful campaign. You need to know the impact of your ads and your Return on Ad Spend (ROAS). You want to get started by connecting your YouTube channel to your Google Ads account and connecting Google Ads and Google Analytics.
YouTube Advertising Conversion Tracking Video Tutorial
If you are having trouble with setting up conversion tracking, the video tutorial will be very helpful.
Connect Your YouTube Channel to your Google Ads Account
Once you have completed these two steps, you will want to link your Google Ads account and your YouTube Channel. First, start by going to your Google Ads account, clicking on Tools & Settings, and then clicking on Linked Accounts. You want to choose YouTube from the list of selections.
Then, you can click on the plus sign and complete the connection between your accounts. It should look like the image below when it is completed.
Connect Google Ads to Google Analytics 4
In addition, you want to connect your Google Ads account with your Google Analytics 4 account.
When you sign-in to Google Analytics, click on ‘Admin’ and you will see a screen with various options. Under the ‘Property’ section, you will see an option for ‘Google Ads Links.’
Once you complete this step, it should look like the screenshot below in your Google Analytics 4 account.
Check Linked Accounts in Your Google Ads Account
Once you have completed the link information, go back to your Google Ads account and view the “Linked Accounts” section under the Tools & Settings menu on the top of your screen. Here, you will double-check that the account links are completed, and your Auto-Tagging is enabled. All three tools are now able to communicate with each other and track conversion data.
Creating Conversions in Google Analytics
The major benefit of linking these accounts is that it gives you the ability to track conversions. If you log into your Google Analytics 4 account and click on ‘Configure’, you will be able to see your Events and Conversions. You can create an Event and you can choose to ‘Mark as conversion’ through your Google Analytics 4 account. Then, you can import the conversion into your Google Ads account.
Import Goals Into Google Ads as Conversions
Once you have conversions created in Google Analytics 4, you can import your conversions into Google Ads for your YouTube Advertising. That will allow you to do conversion tracking for your campaigns. If you go in your Tools menu and click on ‘Conversions’ and use the ‘New conversion action’ button to create a new conversion. You can choose from website, app, phone calls and import. When you click on ‘Import’, you will see a list of sources available to you. Once you link and import, you are ready to begin creating your YouTube campaign.
YouTube Video Advertising Targeting
There are several different methods for targeting who will see your ad and where they will see it. And again, these settings will depend largely on your campaign goals, what you are advertising and your customer base.
YouTube Advertising Targeting Video Tutorial
Targeting methods let you choose who will view your video ads and where they will be placed. Some of the options include:
Choose the age, gender, parental status, or household income of the audience you want to reach.
Detailed demographics: Reach college students, homeowners, or new parents; the choices are numerous.
Enables you to select from available categories to reach people in specific interest groups.
Affinity Audience Target: Raise brand awareness and drive consideration with your video ads by reaching people who already have a strong interest in relevant topics.
Reach audiences during a specific milestone in their lives, like graduation, moving, and more.
In-Market Audience Targeting: Reach individuals that are in the market to buy specific products and services.
Custom-Intent Audience Targeting
Allows custom audience building based on the keywords that customers search.
Video Remarketing Targeting
Reach viewers based on their past interactions with your videos, TrueView ads, or YouTube channel.
Reach viewers and users of specific channels, videos, apps, websites, or placements within websites. Placements can include YouTube channels, YouTube videos, websites on the Google Display Network, and apps on the Google Display Network.
Target your video ads to coincide with various topics on YouTube and the Google Display Network.
Reach viewers using computers, smartphones, mobile devices, and TV screen devices like Chromecast.
Regardless of your targeting choices, Surfside PPC’s number one recommendation for targeting is to test different types to see what is and isn’t working for your campaigns. Now that you have your targeting, you can move along to creating your video ad.
Creating Your YouTube Video Ad
Before creating your ad in Google Ads, you will need to upload your video to YouTube. Unless you are running a 6-second bumper ad, YouTube recommends that your video ad be at least 12 seconds. If your ad is 15 seconds or less, you will be able to run it as a non-skippable ad. Any time above 12 seconds will be in the skippable format. Now while they recommend ads do not run any longer than 3 minutes, we have seen various ad times during our time managing YouTube campaigns. In our YouTube Ads video tutorial, we are setting up a 30-second ad, which will be skippable after 5 seconds.
Once you have your video on YouTube, you can copy and paste the corresponding URL into Google Ads. You can also use the search function. For this tutorial we will select the in-stream ad format, but if you are interested in the other formats, be sure to check back for more content on other options. You will also have to enter your final URL, which is where you will be sending your traffic. In our video tutorial, we are sending traffic to the newsletter page on the Surfside PPC website; since we are offering a free e-book download for newsletter sign-up.
You will also have a display URL entry and the option of using a call-to-action (maximum of 10 characters) and a corresponding headline (maximum of 15 characters). Next, there are options to use advanced URL settings, including tracking templates, URL suffix, and custom parameters. These advanced options are really not necessary since you have already linked your Google Ads, Analytics and YouTube accounts. If you look at your Google Analytics account, you will see all of the tracking options you will be able to view once your ad starts running.
Your last setting in this section will be a companion banner, which only appears on a desktop. We typically use the auto-generate option using the channel banner. It can be an extra layer of advertising while users are watching your content with possible subscribes, views, etc. Once this is complete you will name your video ad. We do recommend using multiple videos, and changing variations on your companion banner, headline, etc. This will help you test your tactics to see what’s more successful.
When you click on “save” you have created your campaign and are brought to a screen that lists and confirms all of your ad settings. If you then click on “continue to campaign” you are able to review your different ad groups; with the ability to create more groups, tweak your targeting and bidding, and add more videos. This is an extremely helpful section to utilize when you are testing your campaign.
4 Benefits of YouTube Advertising
Benefit 1 – Wide Reach and Audience Targeting Options
One of the significant benefits of YouTube Advertising is its reach. With over 2 billion active users, YouTube provides businesses with a platform to reach a massive and diverse audience. YouTube Advertising offers businesses the ability to target their ideal audience based on a range of demographics, interests, behaviors, and other targeting options. With this level of targeting, businesses can ensure their ads are reaching the right people, at the right time.
Benefit 2 – High engagement and brand exposure
YouTube Advertising provides businesses with an opportunity to engage with their audience through video content. Video content is more engaging than static images or text-based ads, making it a more effective way to get your message across. YouTube Advertising also offers businesses the ability to create brand awareness by displaying their message to users who are interested in their products or services.
Benefit 3 – Measurable ROI and cost-effectiveness
YouTube Advertising is a cost-effective way to advertise. Businesses can set their own budget and only pay when someone engages with their ad. YouTube Advertising also offers businesses the ability to track their ROI and measure the effectiveness of their campaigns. With the ability to measure the ROI of your campaign, you can optimize your ads to ensure you are getting the best return on your investment.
Benefit 4 – Engagement through video content
YouTube Advertising provides businesses with the opportunity to engage with their audience through video content. Video content is more engaging than static images or text-based ads, making it a more effective way to get your message across. With YouTube Advertising, businesses can create video ads that tell their brand story and showcase their products or services in a way that resonates with their target audience.
YouTube Video Advertising Formats
YouTube is one of the most popular video sharing platforms, with millions of users streaming and uploading videos every day. With such a vast audience, it is no surprise that businesses are taking advantage of YouTube advertising video formats to reach potential customers. In this article, we will discuss the different types of YouTube advertising video formats that can be used to increase brand awareness, drive website traffic, and generate leads.
YouTube Advertising Video Formats Video Tutorial
Skippable in-stream ads
Skippable in-stream ads are video ads that play before, during, or after the main video. The viewer has the option to skip the ad after five seconds, making it a non-intrusive advertising method. These ads can be up to three minutes long and are an effective way to showcase a product or service.
Non-skippable in-stream ads
Non-skippable in-stream ads are video ads that play before, during, or after the main video. Unlike skippable in-stream ads, viewers cannot skip non-skippable ads, making it a more intrusive advertising method. These ads can be up to 15 seconds long and are best used to highlight a specific product or service.
Non-Skippable In-Stream Ads Video Tutorial
In-feed video ads
In-feed video ads are video ads that appear in the YouTube Home feed, search results, or suggested videos. These ads can be up to one minute long and are an effective way to reach potential customers who are browsing YouTube for content related to a particular product or service.
YouTube In-Feed Ads Tutorial
Bumper ads are non-skippable video ads that are up to six seconds long. These ads are used to build brand awareness and can be used in conjunction with other YouTube advertising video formats.
YouTube Bumper Ads Video Tutorial
Outstream ads are video ads that play on mobile devices and are only available to advertisers using Google Ad Manager. These ads are best used to reach potential customers who are browsing websites and apps on their mobile devices.
Masthead ads are video ads that appear at the top of the YouTube Home feed. These ads are only available to advertisers who have a high budget, making them a premium advertising method. Masthead ads are an effective way to build brand awareness and reach a large audience.
Best Practices for Creating Effective YouTube Ads
YouTube is one of the most popular social media platforms worldwide, and creating an effective YouTube ad is crucial to reaching your target audience. To create a successful YouTube ad campaign, there are some best practices that you should follow.
YouTube Advertising Best Practices Video Tutorial
Grabbing attention with an engaging hook
The first few seconds of your YouTube ad are crucial in grabbing your audience’s attention. An engaging hook will pique their interest and encourage them to watch the rest of the ad. The hook can be anything from a provocative statement to an intriguing question or even a visually stunning sequence. The key is to be creative and authentic, while keeping the message of your brand clear.
Delivering a clear and concise message
Your YouTube ad should deliver a clear and concise message that is easy for your audience to understand. This means using simple language, avoiding industry jargon, and getting straight to the point. You should focus on one key message that you want to convey and structure your ad around it.
Showcasing your brand’s unique value proposition
Your YouTube ad should showcase your brand’s unique value proposition, which sets you apart from your competitors. This could be a feature or benefit that your product offers, or an experience that your brand provides. By highlighting your brand’s unique selling points, you can establish a connection with your audience and encourage them to engage with your brand.
Clear message and call-to-action
In addition to delivering a clear message, it’s important to include a strong call-to-action in your YouTube ad. This can be anything from a website link to a phone number or even a social media handle. The call-to-action should be clear and direct, encouraging your audience to take action.
Strategies for creating engaging video content
Creating engaging video content is key to the success of your YouTube ad campaign. One strategy is to tell a story that resonates with your audience. You could also use humor or emotion to connect with your audience on a deeper level. It’s also important to make sure your video is visually stunning, with high-quality images and sound.
Best practices for targeting and placement
To get the most out of your YouTube ad campaign, you need to ensure that you are targeting the right audience and placing your ad in the right location. You can target your audience based on demographics, interests, and behaviors, among other factors. You should also consider the placement of your ad, such as on specific channels or videos.
Creating a YouTube Advertising Strategy Video Tutorial
Metrics to Track for YouTube Ads
To measure the success of your YouTube ad campaign, there are several metrics you should track:
View count: The number of times your ad has been viewed.
Click-through rate (CTR): The percentage of viewers who clicked on your ad.
Conversion rate: The percentage of viewers who completed a desired action, such as making a purchase or filling out a form.
Cost per click (CPC): The amount you pay for each click on your ad.
Return on investment (ROI): The amount of revenue generated from your ad campaign compared to the cost of the campaign.
Measuring Ad Performance and Key Performance Indicators (KPIs)
One of the most important aspects of any advertising campaign is measuring its performance and setting KPIs (Key Performance Indicators) to track success. On YouTube, there are a number of metrics you can use to measure ad performance, including views, click-through rates, engagement rates, and conversions.
To measure the success of your YouTube ads, it’s important to define your KPIs before you launch your campaign. This will help you determine what metrics you need to track and set benchmarks for success. You can use tools like Google Analytics and YouTube Analytics to track and analyze your ad performance, and make data-driven decisions to optimize your campaigns over time.
Optimizing Ad Creative and Targeting
To create effective YouTube ads, it’s important to optimize your ad creative and targeting to reach your ideal audience. This involves understanding your target audience and creating ads that resonate with them, as well as using targeting options like demographics, interests, and keywords to ensure your ads are shown to the right people at the right time.
When creating ad creative, it’s important to focus on creating engaging content that will capture your audience’s attention and encourage them to take action. This could involve using eye-catching visuals, compelling copy, or interactive elements like polls or quizzes. You can also experiment with different ad formats, such as skippable ads, bumper ads, or in-stream ads, to see what works best for your audience.
Scaling Successful Campaigns
Once you’ve launched a successful YouTube advertising campaign, the next step is to scale it up to reach a wider audience and drive more conversions. To do this, you can increase your ad budget, expand your targeting options, or launch new campaigns with similar targeting and creative.
When scaling your campaigns, it’s important to monitor your ad performance closely to ensure that your increased investment is driving results. You may also need to adjust your targeting or creative to ensure that your ads continue to resonate with your audience as you scale.
Testing and Experimenting with Different Ad Formats
To create truly effective YouTube advertising campaigns, it’s important to continuously test and experiment with different ad formats to see what works best for your audience. This could involve testing different creative elements, such as different visuals or copy, or experimenting with different ad formats to see what drives the most engagement and conversions.
YouTube Advertising Policies and Guidelines
To ensure that your YouTube ads comply with the platform’s policies and guidelines, it’s important to familiarize yourself with these rules before launching your campaigns. This includes understanding the types of content that are prohibited on the platform, such as hate speech, graphic violence, or harmful or dangerous acts.
You should also be aware of YouTube’s advertising policies, which include guidelines around ad content, ad targeting, and ad formats. This includes rules around the use of sensitive topics or controversial issues in ads, restrictions on targeting based on sensitive information like health or financial status, and limitations on the use of certain ad formats in specific regions or countries.
YouTube advertising is a powerful tool for businesses of all sizes, allowing them to reach their target audience through engaging video content. However, creating a successful YouTube advertising campaign can be challenging, as it requires a deep understanding of the platform and its users. In this blog post, we have explored various aspects of YouTube advertising, from targeting and optimization to measuring success.