(upbeat music)
- Hi, everyone.
Ilana here from TeachTraffic.com.
And in today's video, you're gonna discover
just how easy it is
to create a YouTube Ad campaign the right way
without falling for any of these default
or recommended settings that Google have
throughout their campaign creation process, okay?
So, make sure you watch this whole video in its entirety
because there's settings that we need
to change along the way to force Google not
to waste any of your money.
Sound good.
I should also mention before we dive
into a Google Ad account,
that the type of video Ad that we're creating
is what's called an in-stream Ad.
Now there's a number of different types of Ad formats
that you can use,
but really the most commonly used Ad format
that YouTube Advertisers use are the in-stream Ads.
These are the video Ads that show up
before the video you are about to watch.
No doubt you've probably seen these video Ads before, okay?
Where the first five seconds are unskippable
and then you can choose to skip the Ad
and then watch the video you intend to watch, okay?
So, that's the video format that we're going to create.
And I should also mention on that,
you need to make sure that your Ad is already loaded
into your YouTube account, your YouTube channel,
because you're going to need that URL
for when we create our Ad, okay?
So, let's go and dive into a Google Ad account
and I'm gonna walk you through this process right now.
So here we are in our live Google Ad account,
before I create my campaign I'm gonna assume
that you have already set up some form
of conversion tracking
so that when your campaign is running,
you will be able to determine if it's working or not, okay?
So, what we're gonna do
is we're gonna hit this plus button
and click create a new campaign.
And it's gonna ask me if I would like to select a goal
that would make this campaign successful to me.
And whilst it's tempting to choose Sales or Leads,
the problem with choosing one of these settings
is it's going to limit some of the settings
that I have available to me mainly
around the bid strategy, okay?
So, what I'm gonna suggest you do
is to create a campaign without a goal guidance
because that's gonna give you all the available settings
that you can choose from, okay?
Which is what you want.
The next thing we're gonna choose
is a video campaign type.
And these are all the different types of campaigns
that you can create on YouTube, which is a lot, right?
So the one that we're gonna choose for this video is
this first one, which is the custom video campaign,
which has the skippable in-stream Ads,
which I mentioned at the start of my video.
All right.
Maybe if you're interested,
I can do a different video for these different options,
but for now we are choosing this first one.
So, I'm gonna click 'Continue'.
And here is where we need to put in some
of our campaign settings.
So, we're gonna give our campaign a name.
So I'm gonna call it YouTube, so YT for YouTube,
and then we can just call it 'Test Campaign'.
The bid strategy.
So this is as I go back to what I said earlier,
why I chose to create a campaign without a goal guidance
because I wanna start off doing maximum CPV,
which stands for 'maximum cost-per-view'.
So on YouTube, you pay for a view.
And a view is 30 seconds of your Ad.
So if somebody watches 30 seconds of your Ad,
even if they don't click, you're still gonna pay.
If somebody clicks skip less than 30 seconds, you don't pay.
But if they click at any point then you do pay.
Now you might be wondering
if what if my Ad is 28 seconds long?
Do I not pay?
No, of course you pay.
So, anyway our bid strategy is going be maximum CPV.
We were still in Google, what's the maximum,
we're willing to spend for a view which is 30 seconds, okay?
I'm not gonna suggest you do Target CPM.
So, just choose this one for now.
There's other types of bid strategies which you can do,
which are the automated bid strategies maybe target CPA,
target ROAS type campaign bid strategies.
For the purpose of this video,
I would not suggest you do this.
This is very much what how I recommend
you start your campaigns.
Once your account's got some conversion data under its belt,
then by all means you can do a bid strategy like that,
but starting out we just want to keep control costs
under control.
So next our budget, the default is campaign total,
but we're gonna do a daily budget.
All right.
So let's just say $10 a day,
depending on what targeting we do.
You probably going to spend this really quickly
because there is a huge amount of Ad inventory available
on YouTube.
But for now we'll just select $10,
but obviously you would choose whatever budget
that is applicable for you.
This next setting here.
It's pretty sneaky that it's not automatically expanded.
So what I'm gonna suggest, this is a sneaky setting
that you have to change as well.
So, the default setting is to be in the search results.
Obviously the videos is that we want
but also partners on the Display Network.
So I'm gonna de-select this,
and I'm actually gonna de-select this,
'cause I only want my Ads to appear on the videos
and channel pages et cetera, okay?
So, that is definitely a sneaky setting
that you've got to change.
Scrolling down, this is where you might choose
your location targeting, okay?
So, we'll just close this.
So you definitely do not want all states, countries
and states and territories.
My accounts to set up to be in Australia.
You might have United States depending on where your account
has been set up but you definitely don't,
you can choose whatever location you want to advertise.
So say I want to in Australia,
but I want to advertise in the United States.
So, I can just type in the United States here
and I can click target
and then that is where my Ads are gonna be shown.
Now, obviously that's a very big country,
so maybe I want to refine that a little bit more
and maybe I, let's say, I just want to do California.
And I target that.
You can really go as granular as you like.
And if I just show you real quick, if we do Advanced Search,
we can even do radius targeting.
So, I could do a radius targeting around,
let's do Beverly Hills just 'cause it's the most famous,
20 miles around Beverly Hills.
I though it escaped
to California 'cause it's skewing it.
So yeah, I can create my YouTube Ad campaign
to only show a 20 mile radius
around this particular location.
And obviously you would put in your location there as well.
Okay.
So, really you can go as narrow or as wide as you like.
I'll just leave it as California for now.
My language is English, that's fine.
Google's now asking me,
do I wanna exclude my Ad to be shown
on certain types of content?
Okay.
So if we click this, I'm okay with standard inventory.
That's fine, so I'm gonna minimize that.
But here I might wanna exclude my Ad from showing,
let's say on live stream videos and embedded YouTube videos.
So I really, this would be a YouTube Ad which is embedded
on somebody else's website.
So, I don't wanna show my Ad there
and maybe some of mature things with parental guidance.
Okay.
Obviously, I've just chosen some here.
You would have a look through those settings
and choose ones which are applicable for you.
Related videos,
I don't wanna add any related videos for now.
We're just gonna leave that here.
Let's click on Additional settings,
account level conversions, that's fine.
So, I as mentioned earlier that you have
to have set up conversion tracking.
One setting I do like to change here is with devices.
So if I click on this one,
the default setting is to be included on TV screens.
Now because a lot of the types of video Ads
that I run are really sort of direct response focus.
That's getting people to click,
hard to do on a TV screen.
So I'm gonna de-select TV screens, okay.
Let's minimize that.
Frequency capping essentially that's preventing
from showing the same Ad over and over again
to the same people.
So, you might cap in impression frequency or view frequency.
In my opinion this is only really relevant
for retargeting audiences.
You don't wanna bombard people
and you are only retargeting audience over and over again.
So, I'm gonna leave that as is.
Ad schedule is restricting your Ads
to certain days of the week, et cetera.
So, I'm gonna leave that as is and we scroll down here.
All right.
So now we are creating our Ad group,
which is where we are assigning our targeting.
I'm gonna give it a name.
Now, I'm gonna suggest that you name your Ad group,
whatever is the type of targeting that you're doing.
So if you're doing an in-market audience,
I would call your Ad group name to be in market
and whatever is at particular in market audience.
If you're doing keyword targeting,
I would call it, so KW for keyword
and then let's pretend my keyword is Google Ad Training.
It's just good practice to do this so that when you go in
and manage your campaign and check its performance,
when you go to the Ad group level,
you'll know what is the targeting at that level, okay?
You won't have to then go into the settings
to see what you've done.
So, definitely don't leave it at its default setting
'cause that generic name is going to mean
absolutely nothing to you and it's just from experience,
it makes very annoying Ad management, okay?
So, I'm gonna call that that and yeah.
So, let's scroll down further up.
It's going to ask me,
do I wanna sort of maybe refine some of the people
who I wanna reach.
So, I can turn off maybe certain age brackets
or income level.
I suggest starting out,
I would probably leave it as is.
And then maybe once you start to get some data,
then you can look to refine your demographics,
but maybe if you've got a particular product
that is really only for women, you might turn off men
or is only for an older generation,
maybe you would turn off the younger generation.
Obviously it depends, okay?
So, I'm gonna leave mine as is.
Audiences is where you're gonna choose
if you're doing an in-market audience
or an affinity audience, I'm gonna do a keyword targeting
as per what I had named my Ad group.
So, I'm gonna go to keywords here
and I'm gonna type in my keyword which was 'google ad',
oopsie, I can spell correctly,
training and I'll just leave it as one keyword here.
You can add more than one keyword for an Ad group level.
Absolutely, you can add as many as you want actually.
The risk with doing that is what you might find
is that there are some keywords
which are really, really high traffic keywords
and sort of greedy in terms of budget
and then your other keywords don't get a chance.
So, just bear in mind if you start sort of doing that
and maybe this would involve a bit
of a campaign restructure later on down the path,
but yeah, so you might do that.
I might then also put in 'google adwords training',
and I can add in that nuance like that, okay?
So, that's my targeting here.
And obviously you would put in your targeting
and there's probably a whole other video that I could go
through all the different targeting
that you can do on YouTube and maybe if you want me
to create that video.
You can let me know in the comments below
and I can look to, to create something like that.
Okay, so scrolling down here 'Bidding',
this is where we're gonna select our maximum CPV bid.
And I'm just gonna leave it as 10 cents
and leave it as that.
If I find that I've been in that level
and I don't get any impressions,
then I might look to raise my bid further
depending on the industry you're in will really depend on
how much you have to bid.
That's the truth.
There are some industries where bidding 10 cents
is like super high and there's some industries
where bidding 10 cents is super low.
So, it really depends on the industry that you're in.
Okay.
As mentioned in the start of the video,
your video Ad needs to already be loaded
onto your channel, okay?
So I'm gonna get the video URL of my Ad,
paste in my video in here,
and the video Ad format is a skippable in-stream Ad.
Cool, alrighty.
So, this is where I need to put in the components to my Ad.
So the final URL is,
if somebody clicks on my Ad, where do I want to send them?
All right.
So, this is my landing page.
So, I'm gonna copy this.
That's the landing page.
And I wanna put that as my final URL.
It's gonna by default just make the display URL
the same here but I can change this.
So, I can maybe clean it up a little bit.
So, it's not so long and that is gonna be displayed
in the Ad.
So, when I click this 'call-to-action',
you'll see here down here is my display URL.
This URL does not need to be a live URL.
Doesn't need to exist,
if you go to that URL nothing's there.
It's just to make it look a little bit cleaner,
but obviously with the 'call-to-action' button,
it gets chopped off a little bit,
but it'll look different on a desktop.
I'll still cut off there anyway.
Cool.
So, let's roll down
and our call-to-action is this blue button here.
We only got 10 characters.
So, Google has kind of helped us along a little bit
by giving us some options for call-to-action labels.
So, let's just do download
and you can see it's changed it here.
So, that looks good.
And we've got to come up with a headline.
We've already got 15 characters, so it's not very much.
So I might say, let's do see if this will fit,
Free Ad Guide, there we go.
Cool.
So, let's leave it as that.
One thing worth mentioning is this companion banner.
This is for desktop only, whereby let's say,
you do click skip on an Ad
and you are then watching the video
that you had originally wanted to watch.
You might notice on the right-hand side
that you've normally got other suggested videos,
but at the top of those suggested videos is a banner.
And then so that is your companion banner.
So, Google will auto-generate your banner for you.
Or you can upload an image.
So, you can have 300 by 60
and a maximum file size of 160 kilobytes.
So, for now I'm just gonna auto-generate.
That's fine.
And we can just call it Video Ad1.
And there you have it.
We have created a beautiful YouTube Ad.
So, we click Create Campaign.
Here are our settings.
We can continue to our campaign.
This is gonna take me into it here.
And this is my Ad group and then here will be my Ad.
It is now under review.
It generally takes in my experience about 24 hours
for your Ad to be approved.
And there you have it.
That's how easy it is to create your YouTube Ad campaign.
- All right.
Thanks Ilana for this great explanation.
Now, if you're interested in more PPC and/or Adwords,
then check out Ilana's channel right over here.
And if you also Additionally to YouTube campaigns,
want to set up display campaigns,
then this video should be of interest to you as well.
With that you all covered, right?
Well, happy measuring.