So far all of our strategies have focused on making the most out of YouTube Marketing organically, but we also want to teach you how to boost your reach with paid advertising.
You’ll have to go to your creator studio to get started. Click on the channel icon located on the top-right corner and click on “creator studio”. Now click on the “video manager” tab to go the “videos” page. Now select a video that you’d like to promote, click on its drop-down menu button, and then click on the “promote” option.
You will be redirected to AdWords, Google’s own solution for advertisers. Click on the “get started” button to start creating your video ad campaign. First you have to enter the name of your new video campaign in the “campaign name” field.
Now you have to set up your campaign budget in the “budget” section. Start by selecting the type of budget that you’d like to manage on the “type” menu. If you select “daily” you will spend a daily fixed amount on ads. If you select “campaign” you will spend a fixed amount for the entire campaign.
For this example we are going to select “daily”. Now enter the average you want to spend below. Advertising on AdWords is very cheap. You can spend $1 a day and still get valuable traffic and leads. For this example we are going to enter $5.
Now click on “start and end dates” below to set start and end dates for your campaign. Now click on “Networks” to select in which networks you’d like to serve your ads. As a general rule we recommend you to leave all networks selected to boost your reach across all channels possible.
Now select the “language” your target viewers speak and the “locations” of your target audiences.
Now select your “bidding strategy”. Your bidding strategy is the way in which you’ll bid for ad space on YouTube. Selecting “Maximum CPV”, or “Maximum cost per view”, will allow you to bid per each view. If you select “Maximum CPV” you will only pay if your videos are watched for at least 30 seconds.
Selecting “Maximum CPM”, or “Maximum cost per mile”, will allow you to bid per each thousand impressions, whether they engage the viewer or not. If you select “Maximum CPM” you will only be able to advertise videos no longer than 7 seconds, or “bumper ads”. For this example, we are going to select “Maximum CPV” as our bidding strategy.
You can also edit “content exclusions”. “Content exclusions” allow you to limit where to show your ads. For instance, you will be able to select “inventory type” and “excluded types and labels” to avoid showing your video ads on content that doesn’t fit your brand or your offers.
Now enter a name for your ad group in the “ad group name” field. Now enter your maximum bid in the “Maximum Bid” field. Remember that your maximum bid will depend on your bidding strategy. In our case, it is the highest amount that we’re willing to pay for a single view.
Now define your target audience in the “people” section. You can define targets by “demographics” and by “audience”. Now define your target content in the “content” section. Here you will be able to define the type of content you would like to show in your ads.
You can enter your target keywords and your high-traffic search terms in the “keywords” column. You can then select “topics” to show your ads on videos about those specific subjects. Lastly, you will be able to select “placements”. Placement targeting will allow you to select specific channels, videos, websites, and apps where you can show your video ads.
To create your video ad you will first have to select a video. Enter the name of the video that you are going to promote on the search bar to the left, and then select it. Then you’ll have to select your video ad format. If you select “maximum CPM” as your bidding strategy, the “bumper ad” format will be selected by default.
In our case, because we selected “maximum CPV” as our bidding strategy, we have two options: “In stream ads”, which are video ads that appear during a video, and “Video discovery ads”, which are thumbnail ads that appear on YouTube search results, next to “related videos”, and on YouTube’s homepage.
In our case, we are going to select the “In-stream ad” format. Now we’re going to enter our business website’s URL in the “final URL” field.
After selecting your ad format and editing your ad’s URL and text, you’ll simply have to enter a name for your new ad in the “ad name” field, and then to click on the “save and continue” button. Next you’ll just have to confirm all your ad campaign settings and to click on “continue to campaign”. And that’ll be it! Your video ad will start rolling soon after.