YouTube Advertising: Complete Guide For 2020

youtube ads tutorial

Browse This Article:

  • YouTube Ads Video Tutorial
  • YouTube Ads Video Playlist
  • Getting Started With YouTube Advertising
  • YouTube Ads Conversion Tracking
  • YouTube Campaign Goals

Welcome to our YouTube Ads guide. We will guide you through everything you need to know about YouTube Advertising through Google Ads with our videos and our articles. 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 types, video formats, costs, tips, targeting, and more.

YouTube Ads Video Tutorial

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. You can grow your business with YouTube Ads.


YouTube Ads Video Playlist

You can find our YouTube Advertising tutorials below, or you can go directly to our YouTube Ads playlist here. If you keep scrolling down, you will find articles for each of the YouTube Advertising campaign videos and individual tutorials as well. Our goal is to give you the tools you need to get started with YouTube Ads advertising campaigns.



Getting Started with YouTube Advertising

To begin, you will need to create a Google Ads account if you don’t already have one. Next, you will need to create a YouTube channel for your Business. You can go directly to Google Ads and sign-up with your Google account. You can click here to learn how to create a YouTube channel.

YouTube Ads 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.

Connect Your YouTube Channel to Google Ads

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.

google ads youtube link accounts


Connect Google Ads to Google Analytics

In addition, you want to connect your Google Ads account with your Google Analytics account.

When you sign-in to Google Analytics, click on “Admin” and you will see a screen with various options. By selecting Google Ads Linking, you can create a new link group and confirm that your Google account numbers match. If you are using the same Google email address for all three accounts, these steps will be quite easy.

Once you complete this step, it should look like the screenshot below in your Google Analytics account.

google analytics linking google ads


Double-Check Linked Accounts in Google Ads

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.

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google ads account linking


Creating Goals in Google Analytics to Track Conversions

The major benefit of linking these accounts is that it gives you the ability to track conversions. If you log into your Google Analytics account, view your Admin screen, and click on “Goals”, you can see ways to measure how well your site or app fulfills your target objectives. A goal represents a completed activity, called a conversion, that contributes to the success of your business.

Import Goals Into Google Ads as Conversions

Once you have Goals created in Google Analytics, you can import your Goals 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 “Add a New Conversion” button to review your options – you can see 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.

Conversion Tracking Video Tutorial

If you are having trouble with setting up conversion tracking, the video tutorial will be very helpful.


YouTube Campaign Goals

When you are creating a video campaign, you will need to log into your Google Ads account and click on “create a new campaign.” Once the list of goals appears on the next screen, you will need to choose which one will work best for your business. For video ads, certain goals will be unavailable to you. The goals you can utilize for video ads are:

  • Sales

  • 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.

  • Leads
  • 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.

  • Website Traffic
  • 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.

  • Product and Brand Consideration
  • 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.

  • Brand Awareness and Reach
  • 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.

youtube ads campaign goals


YouTube Video Ad Formats and Length

When creating your campaign, you will need to choose your video ad format. There are several different types of video ads, including Skippable In-Stream, Non-Skippable In-Stream, Bumper, Outstream Video Ads and Video Sequence Ads.

Skippable In-Stream Video Ads

Non-Skippable In-Stream Video Ads

Bumper Ads

Outstream Ads

Video Sequence Ads

YouTube Bumper Ads can be 6 seconds long, but every other format should be at least 12 seconds in length, and ideally no longer than 3 minutes. Longer videos tend to not get viewed in their entirety, so you should make sure the most important information is shown in the first 15 seconds. Note, If video ads are 15 seconds or less, they will be running as non-skippable YouTube Ads.

Creating your Campaign

One you have your goals selected you will continue to the next screen and name your campaign, select your budget, and indicated and any corresponding dates. (You can set start and stop dates for the month, week, etc.) We recommend leaving your delivery method as standard, so your budget gets spent more evenly throughout the day. Your spending will vary each day; but for a month you won’t pay more than your daily budget times the average number of days in a month. So, for example, if you set your budget as $10 per day you will probably spend an average of $300-315 per month.

Next you will set your bidding strategy. We prefer to use Target CPA; which is a bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. While setting this up, you will need to enter a monetary amount that indicates what a conversion is worth to your business. Your ultimate goal is to get your Target CPA down over time. For example, you may start with $10 per conversion; but if you continue to monitor that amount will go down. If you want more information on bidding strategies, we have tutorials on our YouTube Channel that will explain further.

For networks, you can choose from YouTube search results, YouTube videos, and video partners on the display network. Search result ads pop up when someone is searching for specific content on YouTube. YouTube video network ads appear before, during and after viewers are watching a specific video. For example, we will be showing images of setting up a campaign with the video network; but in general, we usually leave these network settings wide open to hit more audiences.

Next you will set languages, focusing only on the ones that your customers speak. You will also indicate your location targeting. You can target U.S., Canada, worldwide, etc. For various cities and states, you can also target by DMA region and zip code. This is helpful if you are only serving a specific region.

After location, you will need to select content exclusions; if you have any. This will restrict where your content will show and whether or not you want to use it highly depends on what you are advertising and who you are targeting. Google Ads breaks it down into three inventory types: expanded, standard and limited. You can in essence view these as TV and movie ratings. Limited is PG, standard is PG-13, and expanded is R. You can set this to correspond with your content, especially if you want to limit profanity, nudity, etc. We typically set to standard and go down into the excluded types and labels sub-category and narrow it down further.

Next you have the options to set devices (computers, mobile, TV, tablet, etc.) and frequency capping (limiting how many times your ad can be shown to the same user). You can also set an ad schedule. These settings are entirely up to you; depending on your campaign specifics. Next you will name your Ad Group; and move along to targeting preferences.

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. We have included a listing below, but if you want more detailed information, click here.

Targeting methods let you choose who will view your video ads and where they will be placed; options include:

Demographic Targeting: 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.
Interest Targeting: 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.
Life-Event Targeting: 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.
Placement Targeting: 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.
Topic Targeting: Target your video ads to coincide with various topics on YouTube and the Google Display Network.
Device Targeting: 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.

In Summary

We hope you found this article helpful! While this content is intended to focus on beginning a campaign, we also have more articles and videos that go into more detail on the different aspects of YouTube Advertising. We invite you to subscribe to the Surfside PPC YouTube Channel and check back regularly on our YouTube playlist. Until next time!

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