So, to the main topic of video ads. So, since we are talking about video, I'm going to go through how to set up your first video campaign on YouTube, through Google Ads. Now, a lot of people get confused. Well, I want to run ads on YouTube. Why do I have to go through Google Ads? Well, Google owns YouTube, and part of the advertising platform is, that you got Google Ads where you set up the YouTube ads through that. So, the first thing you need to do is to set up your YouTube channel obviously, and the video has got to be on your YouTube channel and then you go in...
They've changed this recently, where is it linked accounts, and you link your YouTube channel to Google Ads account. That's the first thing you need to do... Your search for your channel and once it comes up, all you do is just link it, takes literally five seconds it's fairly easy and straightforward...
Plus, plus new campaign, new campaign. Now, you get the choice of sales and all these other options, you go with the creation with goal guidance does not mean that we are not setting up conversion tracking. We are tracking conversion tracking all the time, and then you got the choice of search, display, shopping, video. That's what we want. Then, you got some more options over here. What kind of video ads you want to run custom, non-skippable, off-stream, drive conversions, ad sequence, or shopping. We're just going to go straightforward custom video, which would be the in-stream ad, where you get the skip ad button after five seconds and you can skip.
So, those are the ads, or you can also set up bumper and discovery ads, but we're just going to focus on the video in-stream ads today. Then, you go continue and you name your campaign name, whatever you want, bidding strategy for the campaign, which we are running. We select maximum CPV, which is the cost per view. So, every time somebody views your video, you're going to be charged by Google. So, how much and how long they need to view the video is dependent on, obviously, how many people are in... How many advertisers are in the auction? But the good thing is if someone skips your video ad after five or six or seven seconds, you as an advertiser, get free branding and free advertising. You do not get charged. You only get charged when someone views your video up to a minimum of thirty-seconds, or until the video finishes, whichever is the quicker or sooner.
So, if somebody quits your video after twenty-seven seconds, you have had free branding, free advertising, you in front of the person and they're looking and listening to your message, extremely powerful, medium of getting your name out there and putting your business and your brand in front of your audience. So, this is one of my favorite ways to promote, obviously, video and what we are going to do is to... The target CPM is the cost per thousand impressions. So, how many times, every time, every thousand times your ads are shown, you will get. You can set up that bidding strategy, but you don't want to go that for now. We're just going to keep it simple and straightforward.
Then, what we need to do is we have the campaign total or daily total. Now, if you're a local business and you just want to target people in a ten-mile radius or a five-mile radius, then what you want to do is start with a very low budget. You can start with two pounds or two dollars or a dollar, and you'll start to see views coming in. But I would like to say five pounds is not a huge amount of daily budget, and you can quite easily start with this and then slowly, slowly ramp it up. If you want to go a wider radius around where you are, more cities, nationally, or perhaps internationally, then you need to have a fair amount of budget.
Then, you have a choice of networks where you want to put them in. When somebody...So, YouTube is the second largest search engine after Google. So, you'll find and you've probably have done it as well. When you go to YouTube, there's a search bar at the top, you put in a search about how to make a burger, how to play golf, or how to do whatever. So, this is what it will show the ads in. We don't want that because we want those skippable ads to come before or during any video we want, obviously, the YouTube videos to go on there and this is the display network where Google Ads or Google Display Network covers almost eighty-nine percent of the internet. So, it can potentially put your ads on the largest advertising channel or network by a mile, and potentially your ads can go on places like CNN, Huffington Post, Wall Street Journal, BBC.com, all these high authority websites.
So, when somebody is on there and they all of a sudden see your video, you also get a brand lift because they see you advertising on those prestigious websites and they go, oh, wow. You know, Uzair is advertising on such and such website. So, you also get a brand lift when you target high-quality websites, and all these, Google has got over two million high-quality websites on the books. So, they can potentially place your ads pretty much anywhere you want. Then, you want to go into the location. You can either go everywhere, your country, or you can choose a location and you can go into advanced location. I can say, I want to put in a ten-mile radius where I am, Leighton Buzzard, so now I can see that in this radius, my ads are going to be shown to only these people in this area. So, I know that this is fine. I can save it.
Languages. All the languages or you can choose your language. English. Doesn't really matter.
In the inventory, you have got three choices here. You can compare and you can pick and choose whether you want to show on websites where there's profanity or, you know, videos of adult nature or violence and all that kind of stuff. So, you can pick and choose where you want your ads to show through, standard inventory is fine. It's okay. Then, we go in here, and then you can even pick and choose where you want to exclude your videos. So, I can exclude from live streaming videos or mature audiences or whatever I want to not show my ads. Then, there are a few additional settings, which many people miss out and this is one of the most important places in setting up your conversions. I keep nagging everyone. I keep saying this all the time, do not and I repeat do not ever run your campaigns without setting up your conversion tracking.
So, you have got no excuses to set it up. The first thing you must do is set up your conversion tracking, whatever it may be. It takes literally a few minutes, set it up, and then you can choose whether you want to set up your conversions at an account level. So, any conversions I may have set up in my account will be applicable, or I can pick and choose. You know, if somebody submits a particular lead form or makes a purchase, which isn't over here right now, you can select and set up your conversion tracking. Then, you have your devices. You can either show on all eligible devices, which are computer, mobile, and tablet. TV screens, we don't have much data as to whether how good or bad it is, but more and more people are starting to use TV screens to browse the internet.
You can also set up a particular device to advertise on, or you can also go deeper and say, I want to only show on iPhone or Samsung or on such and such network. Only if you have got a product, which is only applicable. Let's say you are doing. You make Apple case phone covers and cases. So, you only want to show people who've got an iPhone, right. Or Apple device, then you can pick and choose from here. But for most of us, this doesn't apply only choose where you want to run your ads.
Frequency capping. You can cap, you don't want to annoy and cheese off people by showing your ads too many times. So, you can cap it and why would you show the same person ten times. Because then your budget is going to run ten and you will reach lesser of an audience. So, what you want to do is to cap your impression or a view frequency, the view is if somebody has viewed your video for more than thirty seconds or more, or impression is, you know, they've seen that impression and they've skipped after five seconds. So, if I was going to choose between the two, I would just do that because I don't want to keep annoying them and then you can pick up one or two or three, however many you want and you set this frequency capping up. So, then if you got, if the same person is seeing ads fewer times in a day, your budget is going to last longer and more people will be covered and not the same people keep seeing the ads over and over again, even though they may skip your ads and you won't get charged, but still, I want to make sure, I want people to see my ads. I want Google to charge me for the video views and that's the whole point of getting people to notice my videos and to click on that video, to come through to my landing page or website.
Ad schedule. You can choose weekdays, weekends, individual days, twenty-four hours or nine to five, whatever you want. Then, we go into the ad group creation, you name your ad group. I go by the name of the targeting, right and I'll come onto that in a bit and tend to keep one targeting per ad group. So, I can see what's happening in that and this is our targeting. You can target demo, audiences, keywords, topics, and placements. So, in the demographics, you can have gender. So, if you only want to target, let's say you're doing makeup products for women. Then you take this out. Unknown, I tend to check it in because we don't know, Google doesn't know who they are. So, at least we cut out the men from my advertising, or it could be the other way around. If your product is for men, then you target the men. You don't want teenagers or youngsters, and you only want to target older people. You can, again, the household income, the data. I don't personally think it's as good as Facebook. It is getting better. So, I tend to check all of these in and as well as the parental status.
If you enjoyed this article, you may also like:
- YouTube Video Discovery Ads
- YouTube Ads Campaign Tutorial
- Types of Video Ads Formats
- How To Create Video for YouTube Channel
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