With marketing becoming more pay-to-win, you always have the choice to get more visibility through paid YouTube ads. YouTube provides a variety of ad formats to choose from.
You can use an existing video or create something new for a specific campaign for your ad creatives. The benefit of using an existing video is you can select a clip you know has been influential in the past. If a video has already gotten many views and engagement organically, doing paid ads can amplify your results.
On the other hand, creating a new video for your ads will allow you to produce a more targeted video that you have more control over. For example, you can create an ad with a precise call-to-action at the end to bring viewers to a website or another video. If you would like a visual explanation of how to use google ads, check out our Youtube video, “How to Promote Youtube Video on Google Ads 2021”
How to Run a YouTube Video Advertising Campaign
Once you have created a marketing video you want to advertise on YouTube, it’s time to begin your video ad campaign. Then, upload your video to YouTube
Select the drop-down menu on the right-hand side of the red "+ Campaign" button on your Google AdWords homepage and choose "video."
Input a name for your campaign, and make sure Video has been selected from the Type drop-down menu.
Choose your budget per day. You can also decide on a delivery method - either the standard delivery, which displays ads evenly throughout the day, or accelerated delivery, which gets views as quickly as possible. Accelerated delivery would be helpful if you want to take advantage of a trend or news item related to your brand's video.
Decide where you want your ad to be displayed.
- YouTube Search: Your video ad will show in search results and appear on the YouTube home page, video pages, and channel pages.
- YouTube Videos: This runs True View ads that can be seen in-display ads or in-stream ads. You can choose your video ad to appear before or around videos shown across the Google Display Network with this option.
Creating separate campaigns for YouTube Search and YouTube Video will help you to track performance metrics better. These ads are shown to people performing very different activities and require an additional amount of effort from the viewer, so it is best to monitor performance separately.
Define the location of users to whom you want the ad to be shown. You can also exclude specific locations.
Language, Device & Mobile Bidding
You can specify the operating system, carrier, and device for more advanced targeting. This is especially beneficial for mobile app ads, and there is also an option to increase or decrease your bid depending on whether the video ad is shown to someone on a mobile device.
In the advanced settings menu, you can choose to begin and end dates for your campaign, create your own schedule for when your video ad should be shown, and limit users’ daily impressions and views. This all helps you to get the most return for your ad spends.
Creating the Video Ad Creative
Name your ad group, and then add the YouTube link for the video you would like to run the ad for. You will then decide whether you want this to run as an in-stream ad or an in-display ad.
You will also need to include a title and short description for in-display, which are entered on two separate lines. Note: Titles are maximum of 25 characters, and the description lines are up to 35 characters each.
You will then select the maximum price you will pay for each view, which you can adjust to maximize the number of projected views your video can receive.
Finally, you can define the audience you would like the video to be shown - including gender, parental status, and age. You can also aim for individuals based on their interests, such as fashionistas, cooking enthusiasts, horror cinema fans, etc. Try running many campaigns to target different groups of users to understand who is most engaged, rather than targetting everyone in one campaign.
You can also define individuals by keywords, websites, or topics where you would want your video ad to appear. Keyword targeting with in-display ads can be a strong tool for finding individuals searching for a visual solution to a problem. Make sure to do your research, and try testing out different kinds of keywords to see which brings in more views, clicks, or conversions.
Additionally, you can use AdWords video ads for remarketing to people who have been in touch with your brand already. This can allow you to re-engage those who are already familiar with your brand.
Linking Your Account
You should link your AdWords account to the YouTube channel where the video is hosted if you have not already. You can also click "finish" to begin running your video ad campaign.
Tips for Optimizing Your AdWords for Video Ads
Starting a video ad campaign is a significant step, but there are some things you should set up before starting to spend for views to make the most of your budget and to get the highest return for your client.
Define your metrics and goals.
When analyzing the data, there are four main categories of metrics you can analyze for each video. These are found under the "column" drop-down in your campaign’s interface.
Under the "views" section, you can further understand what percentage of the ad people viewed and gauge how the ad drove earned views or views on your brand's other videos.
Users can use this category to track likes and shares for each video ad.
The view rate should signal if the creativity and message are entertaining or interesting enough for people to watch the ad. By increasing your view-through rate (VTR), your cost per view will be lower.
Conversions will help you further understand if your ad drives lead and return a high ROI for your brand.
Based on the goals for the brand, you should determine a few goals based on these metrics and formalize a plan for optimizing creativity. Your goals should also decide the kind of content you will show in the ad - some metrics are useful for branding goals, and others will drive leads and conversions.
Video content is an integral aspect of your content strategy. This is even more true now that YouTube lets marketers target users based on their search histories. YouTube advertising is aimed more than ever, and it is less competitive than the world of Google Search because visual content is newer to the content scene and less popular than blog posts.
Interested in learning about Youtube Shorts? Check out our Youtube video, “How to Upload Youtube Shorts | Youtube Shorts Upload from Mobile and PC.”