How to Run YouTube Ads: A Strategic Guide for Business Growth

Did you know that despite YouTube’s massive audience, many businesses barely scratch the surface of its advertising potential? 

In a digital world where every click counts, understanding YouTube ads isn’t just an option; it’s a necessity for growth.

As a business owner in the USA, you’re in the perfect position to leverage this untapped resource. In this guide, we’ll walk you through the ins and outs of YouTube advertising. 

From setting up your first campaign to mastering advanced strategies, we’ve got you covered. So, let’s dive in and transform those views into valuable growth for your business. Stay tuned, because what you’re about to learn could change the game for your brand.

Read More: YouTube Channel SEO: Ways To Rank On #1 Spot & Get More Views

Steps To Run YouTube Ads 

Initiating Your Campaign in Google Ads

Starting a YouTube ad is easy and it all happens through Google Ads. First, you need to log into your Google Ads account. If you don’t have one, it’s simple to set up. Once you’re logged in, look for the ‘All Campaigns’ section. This is where you can see everything you’ve done before and where you’ll start new things.

To begin a new YouTube ad, just click on the big plus sign button. This is your first step to getting your ad out there. It’s like saying ‘yes’ to reaching more people and growing your business. Each click you make here is a step towards showing your ad to the world.

Choosing Your Campaign Type and Defining Your Goals

When you’re ready to make a new ad, the first thing you’ll do is pick the kind of campaign you want to run. For YouTube ads, you’ll see a bunch of choices and you should choose ‘Video’ from these options.

Next up, it’s time to decide what you want your video ad to achieve. YouTube gives you several goals to choose from, like:

1. Getting more leads: This means you want to find people who might be interested in what you’re selling.

2. Driving traffic to your website: If you want more people to visit your site, this is the goal for you.

3. Increasing brand awareness: Choose this if you want more people to know about your brand.

4. Boosting brand consideration: This is about getting people to think more about your brand when they’re deciding what to buy.

But hey, if none of these goals seem right for what you need, don’t worry. YouTube also lets you set up a campaign without picking a specific goal. This option gives you the freedom to focus on what’s most important for your business, without being tied to a predefined objective.

Detailing Your Campaign

Moving forward in our guide on how to run YouTube ads, the next crucial step is to fine-tune the specifics of your campaign. This involves several key decisions that will shape how your ad performs. Let’s break these down:

1. Campaign Name: Think of this as giving your ad a unique identity. A clear and descriptive name for your campaign is vital, especially when you’re juggling multiple ads. It’s like labeling a folder correctly – it saves time and confusion when you need to review your ad’s performance later.

2. Budget: This is where you decide the financial scope of your ad. You can choose how much you’re willing to spend each day. There are two ways to use your budget: ‘Standard’ and ‘Accelerated’. With Standard delivery, your ad spend is spread evenly throughout the day. Accelerated, on the other hand, is more aggressive, showing your ad as often as possible until your budget is used up. It’s a choice between a steady pace and making a quick impact.

3. Start and End Date: Here, you’re marking the calendar for your ad’s lifespan. Do you want it to run for a week, a month, or just a few days? This is particularly useful for ads tied to specific events or promotions. Setting a defined time frame ensures your ad runs exactly when you need it to, making it perfect for limited-time offers or seasonal campaigns.

After you’ve nailed down these details, your next action is to select where your ad will appear. This choice is about finding the right spot for your ad to shine and reach your target audience effectively.

Placement of Your Ads

As we continue our journey through this beginner’s guide to YouTube advertising, the next crucial step is deciding where your ads will show up. This choice is key to ensuring your ads reach the right audience. Let’s explore the three main areas where your YouTube ads can appear:
1. YouTube Search Results: This is where your ads pop up when someone searches on YouTube. If you go for this option, you’ll be using what’s called TrueView discovery ads. These are great for when you want to catch the attention of people actively searching for content related to your business or services.

2. YouTube Videos: This is the most popular choice. Selecting this means your ads will show up in YouTube videos, on various channels, and even on the YouTube homepage. It’s like placing your ad in the middle of the action, where most viewers spend their time. This option is perfect if you want to maximize visibility and engage with viewers who are already watching content.

3. Display Network: Choosing this option extends your reach beyond YouTube. Your ads will show up on other websites that are part of Google’s Display Network. It’s like casting a wider net to catch more fish – you reach potential customers even when they’re not on YouTube.

Now, if you want to make the most of YouTube’s diverse platforms, selecting ‘YouTube Videos’ as your ad location is a smart move. 

This way, your ads get the chance to appear in a variety of places across YouTube, from the videos themselves to the homepage and channels. It’s about putting your ad where it has the best chance of being seen and clicked on by your target audience.

Deciding on a Bidding Strategy

Crafting your YouTube ad campaigns involves a crucial decision: selecting the right bidding type. This choice directly impacts how you allocate your budget and how effectively you reach your audience. Let’s explore the options:

1. Cost-per-view (CPV): This is ideal if your focus is on people actually watching your video or interacting with your ad. You pay when someone views your ad, making it a great option if engagement is your primary goal.

2. Cost-per-mille (CPM): Opt for CPM if you’re aiming for visibility. Here, you’re charged for every thousand times your ad is displayed. It’s a common choice for building brand awareness.

3. Viewable CPM: Similar to CPM, but with a twist. You’re charged only when your ad is actually seen. If someone quickly skips your ad or leaves the page, it won’t count as an impression. This option ensures that your budget is spent on ads that are truly viewed.

4. Cost-per-acquisition (CPA): If your end goal is to drive specific actions, like clicks on your ad or conversions, CPA might be your best bet. You pay when users take the action you’re aiming for, making it a results-oriented choice.

When choosing your bid type, it’s essential to align it with your campaign goals. Are you looking to increase brand awareness, drive traffic to your website, or encourage specific customer actions? 

Your bidding strategy should reflect these objectives. By carefully selecting your bid type, you ensure that your budget is used efficiently, targeting the right people with the right message, and moving closer to achieving your advertising goals. 

Remember, each bid type offers unique advantages, so consider your campaign’s specific needs and objectives to make the best choice for your business.

Setting Parameters and Exclusions

In our beginner’s guide to YouTube advertising, let’s explore how to ensure your ads are shown in the right context on YouTube. Given the platform’s vast and varied content, it’s vital to align your ads with environments that reflect your brand and resonate with your audience. This is where setting parameters and exclusions becomes key.

You’ll have the option to choose from three inventory types, each offering a different level of content restriction. The ‘Expanded Inventory’ allows your ads to appear with minimal restrictions, suitable for a broad reach. ‘Standard Inventory’ provides a balanced approach, with some limitations to keep your ads in more controlled environments. 

For businesses dealing with sensitive products or targeting specific demographics, like children’s items, ‘Limited Inventory’ is ideal. It significantly restricts ad placements to ensure they appear only alongside the most suitable content.

Additionally, YouTube’s feature to set exclusions for certain content types and labels is a powerful tool. It lets you fine-tune your ad placements, ensuring they not only reach the right audience but also maintain the integrity of your brand. 

By strategically selecting these exclusions, you can tailor your campaign to perfectly align with your brand’s ethos, thereby enhancing the impact and effectiveness of your ads. This step is more than just a technicality; it’s about making smart choices that resonate with your brand’s values and your audience’s expectations.

Defining Your Target Audience

To effectively run YouTube ads, it’s important to start by identifying your target audience. This step is essential for ensuring that your ads are seen by the right people.

Consider who your ideal audience is. You can define this group based on various demographic factors, such as:

• Gender
• Age
• Whether they have children
• Their household income

By specifying these details, you’ll be able to tailor your YouTube ad campaigns to connect with individuals who are likely to be interested in your products or services. This focused approach can improve the effectiveness of your advertising efforts on YouTube.

Selecting Topics and Keywords

To create effective ads on YouTube, it’s essential to focus on two key elements: topics and keywords. These elements are crucial in ensuring that your ads show up in the right places.

When it comes to keywords, think about specific terms that are closely linked to what your ad is about. These are the words that potential customers might use when they’re searching for something related to your product or service.

For topics, it’s more about the broader categories that align with your ad’s content. This is where you think about the general themes or subjects your ad fits into.

After you’ve chosen your keywords and topics, the next step is to pick the media you want to use for your ad. This is where you decide on the visual and audio elements that will make your ad stand out.

Choosing Your Media

The most important part of your YouTube advertising efforts is the media, which is essentially the video that people watch when they see your ad.

To select the right video for your ad, you have the option to either look it up on YouTube or directly paste its YouTube URL. Remember, if your video isn’t already on YouTube, you’ll need to upload it to your YouTube account first.

Conclusion

while running YouTube ads can significantly contribute to your business growth, it requires strategic planning and expertise. 

This is where Incrementors steps in. Our team of digital marketing professionals is equipped to tailor your YouTube advertising strategy to your unique business needs, ensuring maximum impact. 

We understand the nuances of effective YouTube advertising and can help streamline your campaign for optimal results. Interested in taking your YouTube advertising to the next level? 

Book a 30-minute strategy session with us today and see how we can drive your business growth through targeted YouTube ads.