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Learn how to create your first EFFECTIVE YouTube ads advertising campaign.
Today I'm going to take you from a complete beginner to YouTube Ads Expert if you stay with me until the end.
The first thing we're going to cover is how to create your very first YouTube Ads Campaign. This stuff is very hard to find online, I had to pay $25000 to get it. You can find one or two videos on YouTube but I can tell you right now that these people barely spent any money on ads while I spent more than $30000 - 40000 just in the last 3 or 4 months.
I am going to walk you through creating your first campaign and get all of the perfect settings so you guys don't waste any money as I did.
The next thing I'm going to show you is the exact strategy when creating YouTube videos and the exact structure you wanna follow so you can make sure your video gets you the most bang for your buck.
When you open Google Ads, the main tools you would want to use are audience manager and conversions.
I would recommend you go through each of the settings to make sure everything is set up correctly. We are going to cover only the new ads manager because it's easier to use. You will have to link a YouTube account, and once you do, make sure to uncheck the "Disable interest-based ads" field because if it's checked, you won't be able to run retargeting ads.
Click on the campaign section
Press the plus button
Click new campaign
When you choose video as a campaign type, you are going to get a couple of options:
Product and brand consideration
Brand awareness and reach
If you want to get a purchase on your website, webinar registration or a lead for your business, you would want to use "Leads" options.
However, if you are using a small audience like a retargeting list of a thousand people, you would want to use "Product and brand consideration" because it's going to cost you less money to reach the same amount of people.
Let's just go with the leads option first:
Name the campaign
Enter how much money you would like to spend (The more you spend, the faster the results will be)
Some options are self-explanatory like for example language, and some options are greyed out in different types of campaigns. In this case, the network option is greyed out. I usually suggest selecting only YouTube videos there.
When you chose the lead goal, you are going to get an option called Target CPA, and you'll need to put high number like $200 in the beginning because if you don't, your ads won't spend any money, and what you can do after getting 20 leads,is lowering it to 10-15 dollars. Because if one company is willing to pay $300 per lead and you are only willing to pay $5 per lead your ads aren't gonna run because these other companies are bidding way more.
Keep it on standard content
Uncheck everything in excluded types and labels
Set up demographics
Google's age range is terrible and 60% of your people are gonna fall into the unknown category because YouTube is not as good as Facebook as far as data goes. The majority of your audience will be in these unknown sections.
Now when it comes to audience, one downside to YouTube ads and Google AdWords is you cannot target people who are interested in 2 or more subjects at the same time. You'll need to search for all the options to find the most convenient for you.
Another setting I like to use is frequency capping to make sure that the same YouTube Ad doesn't go to the same person 100 times in a week because if you have a really small audience that might happen.
Go to Tools > Audience Manager
Press + button (You are going to be able to choose Website visitors, App users, YouTube users, Customer list or combine 2 or more of those)
I am going to show you an example of how the Website Visitors work. YouTube explains in detail a lot of options here and they are pretty easy to understand so I won't be covering everything in this part.
Now, to target website visitors, you would have to install a Google Pixel on your website. Google made pretty good articles explaining how to set this up so I recommend checking them out.
Open conversion action tool
Press + button to add website conversion
You are going to name your conversion, give it a category, pick the value of the conversion, decide how long is the conversion, etc. Once you create a conversion you'll be able to set up a tag. This is actually where you'll install a pixel on your website. You can either use a Google Tag Manager or install it yourself. For the long term, I suggest using a Tag Manager. If you're finding Google Tag Manager too confusing to use, go with manual option.
We'll do a manual option this time:
Set code for HTML
Copy the first part of the code and put it on every page of your website
Copy the event snippet code and put it on your thank you page
Every time a person reaches a page on your website where the event snippet is put on, Google records him as a lead. If you are having trouble setting it up, just search a walkthrough on Google. The next thing we need to set up is keywords.
On YouTube ads what keywords mean is basically whatever keyword YouTube video has, that's what's going to show up. It's not really what's somebody is searching for. That means that if you put a certain word in the keywords section, your ads are going to show up on videos that contain that word in the title, description or tag of the video.
Topics are a similar thing because YouTube categorizes the videos based on what they are about. For example, if you want your video to be shown in videos categorized in Jobs & Education, you can choose that topic and even category inside it.
Placements are used when you want to show your ad on a specific YouTube video or Channel, but the downside of it is that it can be very expensive sometimes to use it, and your CPM is going to be pretty high.
Upload your video content for Ad to YouTube
Copy the link in the "Your YouTube Video" section
Name your ad and hit "Save and continue"
The next thing I'll explain is how to do a Product and Brand Consideration Campaign. If you want people to consider your products, you should go shopping subtype. But in our case, we'll choose standard consideration. This type of campaign will go after higher-quality leads instead of just to reach as many people as possible for as cheap as possible.
One thing that is going to be different is the maximum CPV bid (put it at $0.15 and after a couple of videos you can lower it to $0.10 or less).
Now that I showed you how to create your first campaign, I want to explain why are YouTube ads good:
They are extremely underused and underrated
You are probably gonna have higher-quality customers, but the cost per lead will be higher
You can target intent-Based consumers
Here are some special rules for YouTube ads:
Must grab attention in the first 5 seconds
Don't go over 1 minute unless in the specific case
You have to tell people where to click and give them time to click
So here is my recommended YouTube Ad Structure:
Hook (To grab their attention and qualify that person)
The reason why should they watch this (not skip this ad)
Call to action
Another call to action