As the second largest search engine globally, YouTube offers unparalleled opportunities for businesses to reach a vast array of audiences through advertising. From boosting brand awareness to enhancing engagement and driving sales, YouTube ads can be a powerful tool for achieving your marketing goals. If you’re taking the plunge into the world of YouTube advertising for the first time, here’s a comprehensive guide to setting up your first YouTube ad campaign.
Step 1: Understand the Types of YouTube Ads Campaign
Before setting up your YouTube ad campaign, familiarize yourself with the different types of YouTube ads:
* Skippable in-stream ads: These ads appear before, during, or after a video. Viewers have the option to skip these ads after the first 5 seconds.
* Non-skippable in-stream ads: These ads also appear before, during, or after a video but they last 15-20 seconds and viewers cannot skip them.
* Discovery ads: These ads appear in search results when someone searches on YouTube or on the YouTube homepage and the watch page.
* Bumper ads: These are non-skippable ads of 6 seconds that a viewer must watch before watching the desired video.
Select the ad format that aligns with your goals, budget, and target audience.
Step 2: Set Up Your YouTube channel
If you haven’t done so yet, you’ll need to set up a YouTube channel for your business. You’ll also need a Google Ads account, as this is where you’ll actually create, manage, and evaluate your YouTube ad campaigns.
Step 3: Create a New Campaign
Sign in to Google Ads and click on the “+ New Campaign” button. You’ll be prompted to choose a campaign goal from options such as Sales, Leads, Website traffic, Product and brand consideration, and Brand awareness and reach. Select the one that aligns with the objectives for your ad campaign.
Step 4: Determine Your Ad Type and Budget
Next, you’ll choose “Video” as your campaign type. After that, select the subtype of ad you wish to run — for example, a skippable in-stream ad or a non-skippable in-stream ad. Set your budget. You can choose a daily amount or a total amount for the campaign.
Step 5: Define Your Target Audience
Deciding who you want to reach is crucial. You can target your audience by demographic (age, gender, parental status, income), interests, search history, and more. You can also tailor your audience based on connections, remarketing, or customized audiences.
Step 6: Choose Your YouTube Video
To select the video you wish to promote, paste the URL of the video in the “Your YouTube video” section. Ensure the video is public or unlisted; private videos cannot be promoted.
Step 7: Configure Additional Settings
This includes defining where you want your ad to show up – YouTube search results, YouTube videos, and video partners on the display network. You can also determine the schedule for your ad, how often a viewer can see your ad, and set the maximum amount you want to pay each time someone views your ad.
Step 8: Implement Conversion Tracking
Conversion tracking allows you to see what happens after a customer interacts with your ads. Whether they purchased your product, signed up for your newsletter, called your business, or downloaded your app.
Step 9: Review and Launch Your Campaign
Last but not least: review all your settings and make sure everything aligns with your goals. Once you’re happy with everything, go ahead and click “Create Campaign.”
Setting up your first YouTube ad campaign can seem daunting. But it’s a step-by-step process that can drive substantial results once correctly implemented. As your experience grows, continually monitor, tweak, and fine-tune your campaigns to achieve the optimal success rate for your business.