Welcome to the latest video in the series of how to set up your first YouTube
ads campaign, and this video is called: How To Use YouTube Ads - Your First
Campaign To Win Business. Now, this video tutorial is all about setting up a
YouTube ads campaign that will achieve results. We're now at the part where if
you can make a success of this then I believe it sets you up to move forward
with confidence, and you'll never again struggle with generating traffic. So
let's get cracking. In the meantime, be sure to watch the video to the very end
where you'll be able to download the free .pdf entitled: The Top 10 Tips For
Beginners To YouTube Ads. Hi, my name's Jeff Laming from Video Cashflow, and in
this video we're going to set up our first YouTube video ads campaign. There's
actually two videos covering these steps, simply because it will be easier to
understand the steps to undertake and some of the challenges that may inevitably arise,
whilst looking at the whole YouTube ads set up through the eyes of a novice. So
to start this first video let's head over to the computer and whilst I
make my way over there be sure to read the following slide that's about to come
up on your screen......
Welcome to the computer. So let's get cracking, then! Now, for the purposes of
this exercise I'm going to use an affiliate product as the object of the
promotion and the video to be used as the promotional ad is one of me promoting
the product. Now, this product that you see in front of you
is: 37 Best Free Marketing Tools, and it's by a UK internet marketer called
Sarah Staar. Why use an affiliate product to promote, you may well ask. Well, firstly I think
it's a great way to learn how the YouTube ad system works, and secondly, it
builds up confidence for your second or third and so on YouTube ads campaigns to
promote your own business or products or services. Now, first things first - you
don't want to forget to get your free advertising credit - so just go into
Google and type in something like "YouTube adwords advertising credits" and
you'll come to this page here. I'll put the URL link underneath the video, and when you get to this
page, scroll all the way down to the bottom where you'll come to this bit
here: "Get 100 pounds free credit when you spend 25 pounds on video ads" and
obviously if you're in the States or Australia, New Zealand or Canada, that'll come up as dollars
and if you're in Ireland that'll come up as euros. Then click the " Get offer code" button. Then you can follow the steps either on-screen
or by viewing my earlier video: How To Use YouTube Ads - Setting Up A
YouTube Ads Account, and I'll put a link in the End Screen to that video, as well
as showing a clickable URL link beneath the video. Now, we're going to go through
this process with the expectancy that we'll come to a number of hurdles or
crossroads or challenges where we'll need to choose between at least two options.
That's okay because YouTube ads are just like Facebook ads in that we have the
flexibility to design our campaigns to achieve whatever type of goal we have
for their campaign. So, go to your YouTube account and click on the icon in the
top one of the screen - just like here - and then click on Creator Studio. This will
bring you into your Creator Studio here. On the second column here,
search for the video that you want to promote as an ad, and here's the video
here that we're going to promote. As I said before, it's 37 Best Free Marketing Tools
by Sarah Staar. The video is in unlisted mode at the moment and at some stage I'm
going to have to change this to public mode which we'll probably be alerted to
later on down the line, but for now we'll leave it as it is as this whole
recording is one big learning curve in more ways than one.
Now, click the drop down arrow to the right of "Edit". Click "Promote". Now we come to
the first set of choices i.e. the hurdles or crossroads or challenges - whatever you
want to call them. Now, we've got our first choice - do we want the video - the
promotional video - to help expand the audience or do we want to pay only for
views that count or do we want to boost long-term popularity. As you can see each one up
here tells you a bit more about the choice. Promote your video with a video ad
campaign - you choose how much to spend and how important it is to target your
campaign. To pay only for views that count. You pay when someone chooses to watch
your video, so you get more for your advertising budget and To boost
long-term popularity the extra views, likes and shares during your video ad
campaign can lead to even more views in the future. For the purposes of this
exercise we want viewers to watch the ad and take action by clicking on the link to a
landing page. So, we want to go for the second option in this case. So, I've
highlighted that, and now click the blue "Promote your video" button, and now we can
start talking about how much to spend. First thing we're,
going to do is click this budget drop down here which says "Daily budget". Click on
that. It tells you what your options are. You've only got two options - do you want to set a
campaign budget or do you want to use a daily budget? We're going to click for
"daily budget". In our case it's already defaulted to British pounds. It's already populated
with 5. 5 pounds a day. Now obviously you need to determine this
figure before you get to this stage so don't get to this stage thinking I've got to spend
50 pounds a day. Far from it! You can spend as much as one
pound a day - I think. We're going to go for 5 pounds. And then it says: "Once your ad is
approved your campaign will start running". And whilst we're doing that, up
here it says: "Estimated views per day: 300 to 400, and just under 900 ad impressions".
And an ad impression in this case is where the ad is actually presented on
somebody's screen and the viewers would actually click on the ad to view the video. Now
don't get hung up on these figures here because they are only estimates. The next
thing is the previewing of your ads. Now these are the TrueView video ads and
the beauty of this is that not only does this cover in-stream ads - these are the
ads that show down the right-hand side of the video that you're watching, as you
can tell from the layout here - but you've also got the in-display ad, which is the
ad that pops in at the top of that column of videos. So you get the benefit of both
worlds here really. So anyway let's have a look and go back to
in-stream ads and just by hovering the cursor over the question mark there
it explains that YouTube shows your video ads to select viewers whose geographical
locations and interests match your targeting settings. We'll come to those
settings in a minute, and this other question here says your video appears as
an in-stream ad for related videos. And there's another explanation down
here: your in-stream video ad plays before another video on YouTube. Viewers
can choose to skip your ad after a few seconds. You pay when a viewer watches
30 seconds of your video or the duration if it's shorter than 30 seconds; or
engages with your video - whichever comes first. And there it confirms that your
campaign also includes in-display ads. So let's have a closer look at in-display ads and,
again, it says at the bottom here: a Trueview in-display page ad - your in-display ad as a
thumbnail image appears near similar YouTube videos. You only pay when someone
clicks your ad to watch your video. And again, it's confirming that your campaign
also includes in-stream ads which we looked at a few seconds ago. So now we've got
the budget set, let's move over to audience over here. We've got two choices -
do you choose everyone, which is recommended, or do we choose or click on
the "Let me choose who sees my ad".?Now, this is where you probably need to keep
your wits about you. YouTube would love you to spend as much
money with them as possible, but you, on the other hand, want to spend money
with purpose. In other words, you want to put the video ad in front of people who
are likely to be interested in the product or service. So, for the purpose of
this, YouTube, we're going to go for the second option - thank you very much!
So let's click the: "Let's choose who sees my ad". And by doing that these two
other options show up: locations and interests. So let's click on the
locations box. Now I'm going to choose, in this case, United Kingdom and the other
major English-speaking countries i.e. the US, Canada, Australia,
New Zealand and Ireland. So let's just go through that and do that. So in goes United Kingdom.....
I'm going to type in the United States (there you go), Canada, Australia, New Zealand and Ireland. Now
the other reason I chose these countries as opposed to just sticking with the UK is
because I know that Sarah Staar has a following in all of those countries that I've
have chosen. Now, whilst we're not going to target Sarah
Staar's followers, we do want the ad to get shown to people who exhibit similar
traits and characteristics to Sarah Staar's following. Now this comes down to
understanding where your target audience hang out, basically. So again, just like
with setting your budget, you need to know beforehand what countries you're
going to target. Then once you're happy you've got all the locations in place
click "Next step". Okay, now onto interests and as you can see it comes down with a
number of options there for you to choose. Now you can go, as I say,
through this list here and each one of these categories has got further
drop-downs. Now you may have to go through all the categories to find one or
more that best fit what you're looking for and it may not be an exact fit so,
again, don't get hung up on it at this stage.
Now, I'm going to choose two interest categories, so I'm going to go into
lifestyles and hobbies and I'm going to....I want to target my ad at business
professionals. And I also want to target my ad to people - probably a bit more technical
minded than marketing minded - and that's going to be social media enthusiasts.
Now, what I've chosen may not be ideal for the purposes of this ad and certainly
might not be ideal for the purposes of your ad campaign.
Let's see how all of this pans out and you may well have an opportunity later on
to refine these interests. So let's go back to "Let them choose who sees my ad", and
then click the Blue "Next step" button. The next set of steps to continue with your first
YouTube ad campaign follows on the next video. In the meantime, I hope you found
the steps in this video helpful. Before I forget, here's a link for you to download
your free PDF copy of: The Top 10 Tips For Beginners To YouTube Ads. I'll also
leave a link in the description box below this video. Thanks again for
watching. See you in the next video.
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