Learn the basics of how advertising on YouTube works.
- [Instructor] Before we jump right in and start setting up an ad campaign to run on YouTube, it's important to understand how advertising on YouTube works and what is actually happening in the background. First of all, to run ad campaigns on YouTube, we need to use a service called Google AdWords. AdWords is a Google service for running both display ads, such as a banner on a webpage, and video ads, such as an ad in front of a YouTube video, which is what we'll be focusing on in this course. AdWords can be accessed at adwords.google.com, and all you need is a Google account to get started.
We'll actually be working with an AdSense for the majority of this course. From within AdWords, we'll create an ad campaign where we'll specify the audience that we'd like to target. This will primarily be done using keywords. We can specify the keywords associated with our product or service and make sure that our advertisement is displayed on videos that share the same keywords that we are trying to target. As we'll see later on in the course, we can also target based on some demographics. After we determine how we'd like to target our ad, we'll then determine the budget that we'd like to set for our ad.
This is primarily done by setting a budget based on CPV, or how much we would like to pay per view of our advertisement. Once we've set our targeting, our budget, and uploaded our video ad, we will then participate in the AdWords bidding process. This is the process that Google uses to decide which ad should be displayed in front of each video. To put it simply, it basically selects the advertiser that's willing to pay the highest price. Let's take a closer look at how the AdWords bidding process works for videos.
So, in this example, there's a video on YouTube that's looking for an advertisement to be displayed in front of it. When this happens, all of the advertisers that have set up targeting related to this video will automatically make a bid based on the budget that they set up when they created their campaign. Google will automatically look at all of those bids. In this example, we only have three. Based on these three bids, Google will select the highest bid, which, in this case, is bid three.
Then, the ad from bid three will then be displayed in front of the video. The other advertisers that participated in the bidding process won't be charged and they will continue to automatically bid for other videos based on the targeting that they've specified. It's important to understand that this entire process is automatic and happens in the blink of an eye. The bids are based on the budget and targeting that each advertiser has set up for their ad campaign. Now that we've gone over how advertising on YouTube works, especially the bidding process, we can start diving into Google AdWords and then set up an ad campaign with these concepts in mind.
- Uploading a video to YouTube
- Using Google AdWords
- Creating engaging video ads
- Create a new campaign
- Scheduling ads
- Creating an ad group
- Configuring biddings
- Targeting by demographics
- Creating and managing ads
- Adjusting ads based on analytics
- Tracking conversions