- What's up? It's Jamal.
And welcome back to the channel.
In this video, I'm gonna teach you the basics
of how to advertise on YouTube
and show you how to start running ads today
that drive awareness and engagement
even if you don't have any videos ready to upload.
And when this video's over,
check out our post on the HubSpot Blog
that will take you step by step through the process
of running ads on YouTube in rich, rich detail.
You can click the link for that in the description.
And while you're down there,
be sure to subscribe to this channel
and hit the notification bell.
YouTube ads can be hard to figure out
and sometimes take years to master.
But if you follow some basic guidelines,
you should be able to see some results right away.
The first step is setting up a YouTube channel
for your business.
This is the same as if you're planning
on posting regular YouTube videos without running ads.
And, real quick, if you wanna learn more
about promoting your brand with YouTube content,
download the YouTube Planning Roadmap found
inside our free 18 YouTube Templates for Business kit.
There's a link in the description.
In addition to your brand's YouTube channel,
you'll need to set up a Google Ads account,
which is actually where you'll run all of the ads.
Next, you have to link the two accounts.
(chain clinks)
Start by going to studio.youtube.com
and log in to your channel.
Then click Settings, Channel, Advanced Settings,
and finally, Link Account.
You're now ready to start running ads.
Whew.
The question is, what type of YouTube ad
do you wanna run first?
YouTube offers three categories of ads:
skippable in-stream video ads,
non-skippable in-feed video ads,
and display ads.
Let's start with skippable in-stream ads
since those are the most effective on YouTube ads
according to professional marketers.
To run a skippable in-stream ad,
begin by uploading the video
to your channel in YouTube Studio.
Ads have to be a minimum of 12 seconds long
and can run up to 6 minutes.
But since users can skip ads after just 5 seconds,
it's important that those first 5 seconds really try
to capture the user there's attention
to keep them from moving on.
And because most users skip ads out of habit
regardless of the content,
try to squeeze your best marketing message
into the first 5 seconds.
Start by uploading your video
like you would any other video in YouTube Studio.
Then, set it to Unlisted
so it won't get mixed in with your organic YouTube content.
Once the video's uploaded,
jump over to your Google Ads account
where you'll run and monitor the campaign.
Click Create a new campaign.
Then start by selecting a campaign goal
like sales, leads, site visits,
or brand consideration or reach.
Don't worry if you don't have this completely figured out.
You can click choose a campaign without goal's guidance.
Then scroll down to the next section and select Video ad.
You'll be taken to a page
where you can select your bid strategy
and budget goals.
Skippable ads are always CPV, or cost per view, ads.
The reason these ads are so popular
is views are only counted
if the user doesn't skip the ad after 5 seconds.
So you can be confident
that the only viewers you're paying for are the ones
that want to be watching your ad.
Set your budget either daily or a full campaign,
and then select the dates you want the campaign to run.
Next, you can target your ad
to hit only the audience you're looking for.
Like all online ad platforms,
YouTube specializes in segmenting billions of users
into specific audiences that you can target to see your ads.
These start with your basic demographics,
like age, gender, and interests,
as well as life milestones,
like birthdays, engagements, or shopping for a home.
In some countries,
you can target household income by ZIP code.
And, of course, you can target by keywords and interests.
You hopefully have many of these targets defined
as part of your business' customer profiles
and other internal data and research.
But what if you're starting from scratch
or you wanna discover new audiences worth marketing to?
For that, YouTube offers a great tool
called Find My Audience.
With it, you can choose to search
for an audience whose interest and habits are related
to what your business offers
or hone in on people actively researching products
or services like yours.
Then select the category of your business
and let the tool walk you through all the options
for targeting the best audience for you.
Finally, you YouTube allows you to target your ads
to run on specific videos or channels.
But be aware that this method can be expensive
if you target highly competitive channels.
And it's probably not as effective as you think.
YouTube is part of Google's larger ad network,
which means there are billions of placement opportunities,
most of which you would never consider
but can drive results in a much more cost-effective way.
Finally, it's time to build of the actual video ad.
Start by choosing the video
that you uploaded to your channel,
then select Skippable in-stream ad.
Now it's time to set up the banner
that will run directly below your video as it plays.
First, you have to enter a URL
where you want to drive viewers who click on the ad.
You can then customize the banner with a CTA button,
alternative headline, and display URL.
Or you can upload your own custom banner image.
And that's it.
YouTube will start running your ad,
and you should start seeing results pretty shortly.
Now, there is an important thing
that you should know about results from YouTube ads
that are different from other online ads.
On YouTube, most viewers have strong intent
to watch the video they've chosen.
That makes getting them to take an immediate action
like clicking on your ad banner unlikely.
Yet 70% of YouTube viewers say they've bought
from a brand after discovering it on YouTube.
To track those results
that occur long after YouTube session is ended,
YouTube uses what is called the engaged-view conversion.
The way that it works is like this.
Engaged-view conversions are counted
when a user watches at least 10 seconds
of a skippable in-stream ad
or watches the entire in-stream ad
if it's shorter than 10 seconds,
and then converts within the engaged-view conversion window.
The conversion window is three days
for in-stream video campaigns
or in-feed display campaigns,
two days for app install campaigns,
and one day for app engagement campaigns.
Setting up the sort of tracking needed
to optimize campaigns for engage view conversions
can take some time and expertise,
but it's the best way to get a clear
and complete look at the results you're seeing
from your YouTube ads.
(upbeat music)
- This data is wrong every freaking time.
- Have you heard of HubSpot?
- [Announcer] HubSpot is a CRM platform
where everything is fully integrated.
- Whoa, I can see the client's whole history calls,
support tickets, emails.
And here's a task from three days ago I totally missed.
- [Announcer] HubSpot, grow better.
- Now, before we go,
there are two more YouTube ad formats I wanna talk about.
The first are in-feed ads,
which up to recently were called Discovery Ads.
In-feed ads basically work like in-stream ads
except instead of playing your ad before a video,
your video appears on YouTube's search results page.
Because users click in-feed ads
to watch your video in a semi-organic way,
this ad format is useful
for promoting the same video content
that you run on your brand's YouTube public channel.
The setup for in-feed ads basically works the same
as a skippable in-stream ad,
except you select in-feed ad
when selecting the video you want to use.
But let's say you don't have the time and resources
to create any videos right now.
Does that mean you're left out
of YouTube advertising entirely?
Of course not.
In addition to video-driven ads,
YouTube offers traditional display ads
that run next to a video on desktop
or as a banner that pops up
on the lower 20% of a video itself.
Because these aren't video ads,
the setup is different from in-stream and in-feed ads.
Go back to create a campaign, select an objective,
then select Display as your campaign type.
Set up your targeting like you would any other ad.
Then, when it comes to placement,
you can choose to place your ads on all of YouTube
or on specific channels or even specific videos.
Google will then let you create dynamic ads using text
and images that can run next to the video player
on a desktop browser
or on the lower 20% of the video playing
on desktop or mobile.
Remember what we said before about viewer intent
on YouTube being really committed
to watching the video the user has chosen?
For that reason, you might see click-through rates
for YouTube display ads a bit lower than you're used to
on other play platforms.
But if you wanna be seen by YouTube audience
without making your own videos,
this is a great solution.
If you're really ready to deep dive
into everything YouTube can do for your brand,
click the link of the description
to HubSpot Academy's free course
on growing your YouTube channel.
And if you haven't already,
be sure to subscribe to the channel.
Now, if you'll excuse me,
I'm gonna spend billions of dollars on ad placements
just to put some of my favorite memes on everyone's feeds.
I think we can all agree that's a good use of my money.
Until then, I'll see you next time.
Check out our post on the HubSpot Blog
that will take you step by step through the process
of running abs...
Abs? What am I fool? (laughs)
Am I a nincompoop?