How to Use YouTube Ads to Grow Your Business

Transcription

1 How to Use YouTube Ads to Grow Your Business

2 The different kinds of YouTube ads In broad terms there are two kinds of YouTube Ads: skippable ads and non-skippable ads. Non-skippable ads are ads that force people to watch. They can only be seconds long. Skippable ads are also known as TrueView ads. These are ads that don t force people to watch. These can be shown in two ways: In-stream and In-display. You can also create a form of YouTube Ads called In-Display Ads. These are ads that are shown in the search listings, related videos section or as video overlays. How to create videos for your YouTube Ads For videos, the raw material tends to be a script. It is important that you create the script because you know best how to sell your product. Use the following approach to write the script for the explainer video- Introduction Slide should state what your company does. Explain the problem Create a transition Show off your features Tell people to sign up and buy Answer any last objections Use proof elements to sell the deal YouTube has an Adbuilder tool can help you to create your own video Ads. Go to to know more details. YouTube recommends using an app called Directr, to record the video for your Ads. How to Set-up YouTube Ads As mentioned, there are skippable ads and non-skippable ads. The process of setting each one up requires a different approach.

3 Non-skippable ad: First, go to your Adwords account. You can normally do this by visiting Click on the Campaign button so that you can create a new non-skippable ads campaign. When you click on the Campaign button, you ll need to select the Display Network only, option. You then need to fill in some campaign details.

4 You then need to pick a location for your campaign. Scroll down a little bit and set your daily budget. For the moment, you do not need to adjust the advanced settings. Nevertheless, if you re good at Adwords, you may want to dabble a bit here. For newbies, though, I wouldn t worry about it.

5 Once you ve filled in the relevant options, click on the Save and Continue button. You ll then see this page. In the next page, give your Ad Group a name. In the targeting section you need to pick the placement of Youtube.com. To choose a placement option, click on the Use a different targeting method button. Then select the Placements option from the drop down menu.

6 Type in YouTube and select the option that has 2.5B-3B impressions per week by clicking on the double arrows. Click on the Narrow your targeting further (optional) button. Though it says optional, it s not really optional if you want to focus your ads and get them in front of the right people. If you re new to YouTube advertising, the easiest way to target your ads is by selecting the Topics option. Suppose you wanted to target people interested in SEO. Just enter the topic SEO and then select the relevant options that show up. You ll notice that there is a graphic on the right hand side of the page, that lets you know how many impressions your ads might get.

7 What you see in this graphic correlates with how your ad is being targeted. This graphic gives you a sense of potential. When the number is high, there is greater ability to show your ad, without it becoming saturated. Once you ve chosen your topics, click on Save and Continue. On the next page, you ll be offered the chance to create an ad. However, you can t create non-skippable ads on this page. So just click on Skip ad creation.

8 You should then see this page. Click on the Ad Tab. Then click on the + AD button, and select Ad gallery. On the next page, select Video ads.

9 Then select In-stream video ad. This is the page where you get the chance to upload your video. As discussed before, a non-skippable video can only be seconds long. Either provide the YouTube video link, or upload the video now. Once you ve provided the video, enter a Display URL and a Landing Page URL. The Landing Page URL is the webpage that people will be taken to when they click on your video. The Display URL is just that the URL that is displayed but not necessarily the one that the viewer is taken to when they click on the ad.

10 Then click on the Save button on the top of the page. Then you ll just have to wait for Adwords to approve your ad. Skippable ads: As before, go to your Adwords homepage. This time select Video from the + Campaign drop down menu.

11 You should then see this page. Enter a Campaign name and then set a budget for the campaign. Important: Deselect Videos on Google partner sites, apps and the Display Network. Pick a location for your campaign, in terms of where you want it to be targeting. You ll then need to pick a language for your campaign. You have the option here to pick the devices you want to target. This, of course, will depend on what kind of campaign you re looking to create. Click on Save and Continue, and proceed to the next page.

12 You ll now have a chance to set up your Ad Group. Name your ad group and paste in the link to the YouTube video that you want to advertise. As you can see you have the option here, to select In-stream ad or In-display ad. If you pick In-stream ad, you ll see the following options.

13 It s not that complicated to fill in the fields, as all you have to do is supply a display URL and a Final URL (the page that viewers are taken to when they click on the video). In terms of the companion banner, you can upload some of your own images or let YouTube select the images for you. Images are normally created using your video. If you select In-display ad, you ll see these options instead. Here you need to enter a headline and a description. If you target your ads by keyword, then ensure that this ad has the keyword in the headline. If you can incorporate how to into your titles, you re increasing the chances of your ad succeeding. There is a character limit for descriptions, so make sure you are taking this into account. For the image, make sure you use something that is eye catching. Pictures of faces, tend to work well when trying to draw attention.

14 If you just want people to watch your video, you may want to take them straight to the video page. You ll now need to set your bid. But before you do that, it might be better to set your targeting options first. For this kind of ad, you don t need to set the placement as YouTube. In terms of the targeting, you can just follow the steps laid out before. If you want to target by keyword. Enter in a keyword that is related to your video and the market you re trying to target. Select the Find related keywords, button and then add the keywords.

15 It is important to set your bidding after this as your bidding suggestions will change as a result of setting your targeting. You can see that that our Cost Per View suggestions have now gone up, as a result of targeting our videos differently. When you enter a bid amount, you ll find that you get some suggestions on what the results will be. Once you ve done all of that, click on Save ad group. You can then link your Adwords account to your YouTube channel.

16 Once you ve linked your channel, go back and click the Finish button. Now you just have to wait for your ads to be approved by Adwords. Optimizing your campaigns over time: For Skippable ads one metric you want to be paying attention to is the view rate. If you view rate is low, the following things could be wrong Your headline is not drawing people in Your description does not encourage people to click Your thumbnail image is not eye catching. People are bored of seeing your video (assuming view rate was once high) When it comes to non-skippable ads, you ll want to place a focus on your Click-through-rate, (CTR). Your CTR will let you know if your ad is being showed to the right people. You will therefore need to change your targeting, so that it is shown to another, better targeted group of people.