Join Brad Batesole for an in-depth discussion in this video Promoting videos on YouTube, part of Online Marketing Foundations.
- [Voiceover] Beyond gaining video views organically, you might wanna run some paid video promotions. You can do that either by running your video as an advertisement in front of other videos, or as a recommended video in search, or after someone watches selected content. Now, you'll run your advertisements via AdWords so you need to start by adding the YouTube video that you want to promote, to your YouTube account. Then you'll visit your AdWords account, here at adwords.google.com. I'm in the Campaigns tab and the first step of this process is to select the down arrow next to Campaign, and choose Online video, which is the last option in the list.
The first thing that Google's going to do is provide us with the opportunity to setup our new video campaign. A video campaign is very similar to the campaigns that we setup for our search ads, or our display ads. The first thing that you should do, before you start with your campaign, is select the Linked YouTube accounts option, here on the left-hand side, under the Shared library heading. It's here that we'll have the option to link our YouTube channel to our AdWords account, which'll give us even more features and some specialized reporting. We'll do that by selecting the Link YouTube channel option, here in the right-hand side.
Next, we need to select the option that makes most sense for us. We can either link a YouTube channel that we own, or we can link a YouTube channel that someone else owns. In this case, we own the YouTube channel that we're linking, so I'm going to leave the first option selected, then choose Go to YouTube. I've already logged into my YouTube account so it's going to drive me right into this page that's going to ask me to link the AdWords to this account. The first thing that we need to do is give this a name in case we were linking it to multiple AdWords accounts. I'll go ahead and add in H+ AdWords Account.
For the Permissions option, all three are preselected. I prefer this as it gives us the most visibility into our View counts, into our ability to Re-market, and into Engagement metrics. You can review each of these and de-select any that you're not comfortable with. Once you've done that, choose Finish, in the bottom right-hand corner. We can verify that the account is linked by scrolling down and looking under the Account name heading, and see that our account is listed with our Customer ID and our Permissions. Once that's in there, you can close this tab to go back to AdWords, then you'll choose Done from the prompt that's available.
Now, in this list down here, we can see that that account, that channel, is listed. Here we have the channel H+ Sports and the visible Permissions. Our YouTube account is linked to our AdWords account. To get started with creating our first ad, I'll go back and choose the All video campaigns option from the navigation on the left-hand side. Depending on how you have AdWords setup, you might either go right back into the Campaign option, or you're going to arrive at an All video campaigns view. If you do arrive at this view, simply choose +Campaign in the bottom left-hand corner.
That'll take you back to the New video campaign wizard. Just as we did with our search and our display campaigns, we'll give this a name, something descriptive, and set a budget. I'll set a budget for $25 per day. With YouTube, your budget will determine how many views your video gets. So you'll be paying on a cost-per-view basis, typically $.06 per view, so you'll need to figure out the right budget per day to make sure that you get the amount of views that you're hoping to see. Next we can choose from the variety of YouTube Networks.
The first is YouTube Search, which is someone actively looking for a video. We have YouTube Videos, which'll show your ads before other videos, or on the recommended video platform. You can also include the Google Display Network, which is sites other than YouTube. You can leave these all checked, or if you wanna start simple, start with just YouTube Search. Next, pick your Locations, and, as always, being more specific is better than doing something too broad. So if your audience is in a certain location or a region, you can enter that in the box below, and Google will filter it to that specific location.
I'm going to leave this as the United States and Canada, just for the purpose of this demo. You can set the language, and then, finally, you'll have the option of creating the video ad that you want displayed. You'll do this either by searching for a video on YouTube, or you can paste in the URL that you found on your YouTube video page. I've already copied the URL, so I'm going to paste it in this view. YouTube will load the video, we can confirm that this is the one that we want. If it wasn't, we can use the Change video option. Next, we'll select Ad formats.
Here we can use the default ones or we can use them formatted from mobile application promotions. Since this isn't a mobile app, I'll use the default format. As we scroll down, we'll have the options of displaying our video in multiple manners. The first is an In-stream video display. This is one that happens when someone goes to watch another video, and before that video loads, your commercial will play. You're only going to pay if someone watches 30 seconds, or to the end of your ad. Thirty seconds is the longest ad that you probably wanna start with, when doing in-stream advertising.
You can run this commercial before videos that are related, or to audiences that are going to be interested in your product. I'm going to disable the In-stream advertising because when you're just getting started, the best type of advertising is really, an In-display ad. I'll leave that selected, which is the second option. The In-display ad will show up when someone is searching for your particular keywords. You'll create an ad, so you'll have a Headline and a Description much like your search ad. You can even choose a Thumbnail that comes from the screen shots of the video that you've uploaded.
You'll enter in your Headline and your Description, and you'll want those to be very descriptive and relevant. Then you'll select the Landing page. That could be the channel page on YouTube so you could land someone on the channel which'll show all of your videos, or the actual video watch page, which'll let them start watching the video right away. I recommend starting with the video watch page as someone who's searching for a video is most interested in watching that video right away. Then you'll pick your Ad name, then you'll choose Save and continue. From there, it's much like the other ads that we created before.
You'll set your targeting options, and launch your ad. Promoting YouTube videos can bring some really great results. Be sure to use the right targeting, start with a small market, and as always, continue testing until you find the winning combination.
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- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.