Video marketing is one of the most converting strategies of all time.
Statistics show that 76% of businesses increased their sales rate using this method.
This is also proven to be more effective compared to using just images like you do if you increase traffic from Pinterest.
If you want to use this method in your business, the best application would be YouTube.
It acts as a video platform, a social media, and even a search engine.
Moreover, it also the second most visited website.
Today, we are going to discuss the step-by-step process on how to advertise on YouTube.
You are expected to successfully market your brand after reading.
Step 1: Upload Video Advertisement on YouTube
Before everything else, you will need a YouTube account, and a Google Ads account.
These are the platforms that you will need in the long run.
If you don’t have these yet, it is required to create them before proceeding to the next steps.
On the other hand, if you have already settled this, you can go on to uploading your video advertisement to YouTube.
Here are the steps on how to do this:
- Open YouTube, and click the camera icon on the top right.
- Choose “Upload Video”. It is the first option that you will see when you click the said icon.
- Select privacy options. Specifically, you can choose from Public, Unlisted, Private, and Scheduled. If you are confused on what to choose among the four, you can refer to the following descriptions:
- Public – This is the default setting. Anyone can look up your videos, and watch them on the platform. This is the best option if your goal is to obtain views.
- Scheduled – This is almost the same as the Public setting. The only difference is that the video under this is published at a certain date and time.
- Private – If you don’t want your channel to have an advertisement as content, then this is the most recommended. No one can see the video unless you send the URL to those invited.
- Unlisted – Unlisted is similar to Private, but if you choose this, you can send the URL to anyone on your list.
The privacy option is up to you, however.
As you are the owner of the channel and the ad, you know which fits your goal best.
It is important that all information such as the title, description, and related tags are entered as this will help you narrow down your video’s category in search results.
Step 2: Create a New Campaign on YouTube
For the meantime, let’s set aside the first step.
For now, head to Google Ads, this is where the next step will be done.
- Open and log-in to Google Ads. You will, then, see the homepage of the software.
- Navigate to the left side of the page. You will see a menu. Choose “Campaigns” to be redirected to the Campaigns page.
- Select “New Campaign”. This can be found at the bottom of the page under Campaigns Tab.
Your campaign will serve as the standard-setter for your ads.
This will help your video reach the right people, and optimize it to work in accordance with your goal.
Step 3: Choose Campaign Type and Goal in YouTube
In continuation to Step 2, once you clicked the “New Campaign” button, a window will pop up.
Here you can choose the type of campaign you want to publish, and what you want to achieve with it.
A campaign type will be the basis of how and where your ads will be shown.
Specifically here are your options:
- Search – With this, you can display your ad through text formats. Campaigns under this will be shown in search engines.
- Display – From the name itself, ads under this are in image formats. This can be in the form of a banner, Gmail Ads, and the likes.
- Shopping – This is for products that are designed in a catalog style. This is seen in the Shopping tab of Google Search, and other partner websites of Google.
- Video – This type’s purpose is to show video advertisements in YouTube, and other display networks.
- App – This is for installable advertisements. Ads under this can be displayed in several platforms.
Evidently, as we are talking about video advertisements in this article, we are going to choose Video as our campaign type.
You will also be able to set the subtype in accordance with what you first chose.
On the other hand, below are the goals that you can choose from:
- Website Traffic
- Product and Brand Consideration
- Brand Awareness and Reach
- App Promotion
Setting a goal is optional but this is a good way to further optimize your video advertisement.
Step 4: Modify Campaign Settings
Your campaign does not end with a type and a goal; there are more factors that you need to tweak in order to arrive at your desired results.
Specifically, here are the things that you should take into consideration:
- Campaign Name
This won’t affect the overall status of your campaign, but you should still name it in a way that will be easily understood by you, as the campaign owner.
This should allow you to check specific stats for each campaign later, and you will know what the campaign is for. This is just so you won’t be confused if you are running multiple campaigns already.
- Campaign Duration
You will also be given an option to automate when your ad will start, and when it will end. This will be helpful if you are following a specific season or period. If there is no preferred time frame, however, there are choices provided for that. You can also choose to have an ad the runs continuously.
As you may have known by now, advertising is not free. You will need to save a part of your total budget for your campaign. Because of this, Google Ads lets you set an average daily budget for you to be able to efficiently manage your finances. This is also to avoid overspending.
Selecting keywords and topics that match your niche is a way to specify where and what kinds of videos will your ad appear. You will need to conduct an in-depth keyword research for this by using Google Trends, and other similar software.
There are other elements that you can and should arrange aside from the ones stated above. It is important that you personalize your campaign as much as you can so you can arrive at desirable outcomes.
Step 5: Set Bidding Strategy
The bidding strategy will determine what you want to generate.
This will also be the basis for how you will be charged.
Google Ads offers numerous bidding strategies.
They are sorted according to your target. See the options below:
- Target CPA – You pay for every engagement that is done by your audience.
- Target ROAS – This strategy is to reach a certain number of conversions while still aiming for a return on ad spend.
- Maximize Conversions – If you want to max out your budget to gather all conversions as possible instead of a setting a target, this will be the ideal bid for you.
- Maximize Conversion Value – This is similar to Maximize Conversions, but instead of Target CPA, this overlooks ROAS.
- Enhanced CPC – This bidding strategy automatically adjusts your bids to fit the gathered conversions.
- Maximize Clicks – This strategy is the simplest if your goal is to collect clicks as this is an automated bid strategy.
- Manual CPC Bidding – From the name itself, this will let you adjust your bids for CPC manually.
- Target Impression Share – This is also an automated strategy. Your bids will automatically be placed for your ads to placed on Google search results.
- CPM – You will pay based on the number of times your ad was shown on display networks.
- tCPM – Here, you will be charged for every 1000 impressions.
- vCPM – vCPM, on the other hand, charges you for every 1000 viewable ad impressions.
Views and/or Engagements
- CPV – This is specifically for video advertisements. You will be allowed to set the highest amount that you want to pay per view.
It is important that you know what you want to gather so unnecessary bids can be avoided.
If you are still unsure, you can consider trying out different strategies to find out which fits best for your budget and campaign.
Step 6: Segment Audience
To effectively reach relevant people, Google Ads also allows you to specify the traits of your target market.
Specifically, below are the factors that you can set:
Demographics – This revolves more around the market’s physical attributes.
- Parental Status
- Household Income
Audience – For this, you can go in0depth about the type of your target market.
- Interests and Habits
- Active Researches, Plans, or Events
- Remarketed Audience
You can choose to set just one of the two, or both, whatever you may prefer.
Just keep in mind that they have to be specific so it will be delivered to the right person.
Step 7: Select Where Your Ad Will Be Shown
Ad Placements refers to the place and position that your ad will be seen.
You can choose from the following:
- Discovery – If this is chosen, your ad will only be shown in the search results page.
- Entire YouTube – Aside from the search results, the campaign will also be displayed in a user’s channel, in the videos itself, and the main homepage of the platform.
- Google Display Network – The display network includes Google-run websites like Gmail, Blogger, and the likes.
Note that this will also affect your bidding strategies.
Step 8: Choose Video and Configure Format
For the last step, refer to the following instructions:
- Bounce back to Step 1. Copy the URL of the marketing video that you uploaded, and paste it on the Create a Video Ad tab. Alternatively, you can also search for your video in the search bar.
- Select an ad format. This will determine how your ad will be viewed by your audience. You can choose from Display Ads, Skippable Video Ads, and other types such as:
- Overlay Ads
- Non-Skippable Video Ads
- Sponsored Cards
- Bumper Ads
You can view the terms regarding the video’s length and resolution in Google Ads’ page.
3. Continue to go on with campaign.
Once done, you can now wait for your ad to be approved, and continue with your campaign.
To conclude, configuring YouTube ads can get a little tricky for the first time.
You should consider exploring both YouTube and Google Ads to get your head in the game.
All steps, and factors present in the process are important and thus, must be configured after thorough thinking.
Also, doing a market research beforehand can help you come up with the right elements to set.