YouTube Tutorial: How to Create Video Campaigns

Learn How to Create a Video Ad for YouTube with Google Ads[

The world of digital marketing can be a bit overwhelming at first, with its numbers, graphs and formulas, but the truth is that it is more intuitive than one might think and knowing Google Ads tools creating our first video campaign is not so complex.

And even less so with the advice of Arantxa & Guille, marketing consultants with years of experience in creating digital advertising campaigns, both video and other formats. Below, Arantxa explains clearly and concisely how to create your first video campaign with Google Ads, so you can get started in the world of digital marketing and start promoting your brand or business:

Elements of a video ad

The most basic components surrounding a video ad, which we can check by clicking on the pencil that appears to the right of our campaigns, are the following:

- A url, both the visible and the real one, since the real one is often very long, therefore the visible one can simply be the domain;
- a call to action, which is the action we want our users to do, for example "see more" or go to the website;
- and the title, which in the case of Arantxa's example ad, is "Domestika", the brand for which she created it.

In addition, we can complement our ads with an image that will appear, in the case of computers, at the top and to the right.

Types of video ads

There are three main types of video ad:

- Skippable videos. They are the most popular and we are very familiar with them, because we see them all the time on YouTube. They are those in which, from the second six, a button that says "skip ad" appears.

- Non-skippable videos. They would be exactly the same, but we cannot skip them, that is, we have to watch them in full. Normally these ads have a duration of twenty seconds.

- b]The bumper ads[/b]. Ads of five or six seconds maximum, which we have to see complete. This last type of ads is used when the brand is already known and simply wants to give a warning to its users. For example, when a very big brand has a sale and does not have enough content to make a long video, it can make a five-second video saying that there is a sale on its website.

Creating a video ad

Next, we detail the steps we will have to go through every time we create a video ad in Google Ads, as explained by Arantxa:

1. Choosing the objective of our campaign.

Once we are inside Google Ads, we will go to the campaigns tab, click on the + and "New campaign". Here we will have to choose the objective. In this case, for example, we would choose "Coverage and brand awareness" or "Brand and product consideration": these are types of objectives very related to video campaigns.

Once the objective is chosen, the interface will ask us what we want to do. We have options such as "Influence consideration", "Ad sequence", i.e. show first one ad, then another and then another... and "Shopping", which combines video ads with a cartels in which we will see products that we sell. In this case, we will click on "Influence consideration".

2. Choosing a name for the campaign

It is important that we choose a name related to our interests. In Arantxa's example, as the idea is to reach people interested in learning photography, we will choose "Video", "consideration" and "photography".

3. Budget and cost per view

In the campaign total, we would put for example that we want to spend $100. In this case, we will put the total, and not the daily budget: it is very important that we take this into account. Here we will also be asked for the day we want to start, or if we want to start at the same moment that the ads are approved, and the end date. In this case, we can put that we want to finish at the end of the month.

Let's also take a look at the final budget allocation, checking the average budget for each day. Finally, as for the bidding strategy, we can see that it will be related to the cost per display.

4. Networks, language, inventories...

We can then choose whether we want to show the video in YouTube searches, in YouTube Videos or in Partners. That's why we call it video campaigns and not YouTube campaigns: because they can also be shown on other websites. In this case, we will say only YouTube Videos.

We will also have to choose the language of our ad and the type of inventory: extended, standard or limited. The interface will also explain to us what each of them excludes.

5. About sensitive content

In content, we can exclude some types of content that are a bit sensitive, such as tragedy and conflict. Let's remember that our ads appear before watching a YouTube video, for example; so, if the video that was going to be watched is about some conflict or sensitive social issues, what we can do is avoid appearing in that kind of content by simply pointing out what kind of topics we don't want to be related to.

6. Choosing our locations

Next, we have to choose where specifically our ad will appear. Within placements, we will choose YouTube channels and we will be able to put the channels we want. For example, by entering the urls of those channels. Or we can also upload the videos in which we want to show them.

For example, if we type "photography", the most popular photography channels will appear. We could say that we want to select some in particular, and show our ads on them. We can click on the ones we want.

7. Uploading our video

This is very important to be clear: the video upload is not done directly from Google Ads, but in our YouTube channel we will have to upload the video and then simply paste the url of the YouTube video in Google Ads. Therefore, always first upload the videos to YouTube and then put them in Google Ads. In this case, Arantxa is looking for a Domestika promotional video, which is already uploaded to her YouTube channel.

8. Last details

We will be able to choose between an "in-stream" ad, which are those that appear before and are skippable, or "discovery", which are those that appear below, as if it were one of the suggestions shown to us. We would put the url where we want to redirect people and the title we would put, in this case, "Domestika". We could put a custom call to action, for example, "see more", and as title we could put "Creative courses".

Finally, let's take into account the image that will appear in computers on the top right hand side. It can be the one suggested by Google Ads, or a personalized one. Finally, we will name the ad, and we can save it. We will have already created our first video campaign with Google Ads.

If you liked this tutorial, remember that you can learn with Arantxa and Guille to create campaigns on Google and Facebook to boost your brand or business in their online course 'Google Ads and Facebook Ads from scratch'.

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