Create a new YouTube campaign
1. Go to Campaigns and click the blue + icon to create a new campaign. Select the campaign goal based on client requirements.
Campaign goals for a YouTube campaign can be: Sales. Leads. Website traffic. Product and brand consideration. Brand awareness and reach. You can hover over each of the goals to see descriptions. Choose Video as the campaign type and click Continue.
2. Customize your campaign's general settings.
The settings you’ll update here are: Campaign name. Bid strategy. Budget and dates. Networks. Locations. Languages. Inventory types. Exclusions. Ad Extensions. Demographics and audience. Keywords, topics, and placements. Many of these settings will be self explanatory, but we’ll dive deeper into the settings you should be optimizing.
3. Select an appropriate ad group type with either standard or responsive.
Responsive allows you to use the same ad for all of YouTube’s ad formats, including skippable in-stream and video discovery. In most cases, we recommend using responsive instead of standard, which limits you to skippable in-stream ads.
4. Select your demographics and audience.
For demographics, you can choose gender, age, parental status, and household income. Choose the settings that are most closely related to your target market. Your audiences will contain a variety of options, including remarketing, which are people who have been to your website, and interests based on your other campaigns and other advertisers. You can also create new audiences such as custom audiences, that include people actively searching for specific terms on Google. To create a new audience click on Audience Manager from the Audiences setting in your ad setup interface.
5. Set up remarketing audiences and similar audiences, to show ads to specific groups of people.
Similar audiences are created automatically and are used to target those audiences who are visiting a similar type of website. For example, if a client is selling wine then he can retarget audiences who visited his site and didn’t purchase, as well as audiences who are visiting similar types of websites such as competitor website/ searching wine-related products. If you did not create these audiences from the Audience Manager in the ad set up, you can also create them by clicking on the tools icon and then click Shared library. Click Audience manager > Audience lists. To add a website visitors list, click the + button and select Website visitors. After entering details, click Create Audience. Now create a new ad group in the same campaign. To do this, click Audience > Add Created Audience.
6. Choose the keywords that you would like to use to target relevant content.
The number of keywords you choose can vary, but it’s recommended to start with about 20. You can later add or remove keywords as you optimize your ad. If this is a new client, you can get keyword ideas by entering a link to a related website, or the name of your product or service.
7. Consider narrowing your targeting with Topics and Placements.
Choose among several different topics that are most related to your audience. For example, if your client is selling a digital business course, you could choose Business & Industrial as a topic. Placements allow you to be specific with where your ads show up. For example, you might want your video ad to play before someone watches a competitor’s YouTube video. In this case, select YouTube channels as a placement, and enter the name of the channel you’d like to target. You even have the option of targeting an individual video by entering the URL or ID of that particular video.
8. Add sitelink extensions.
Sitelink extensions appear below eligible ads that play before, during, or after another video on YouTube. Sitelinks only appear below eligible ads on mobile devices. You need at least 2 sitelink extensions for the sitelinks to appear in the ad. Your ad can show up to 4 sitelinks. To add sitelink extensions, select the appropriate ones from your list in the Sitelink extensions portion of your ad set up. If you have not set up sitelink extensions yet; Go to Campaign > Ads & Extensions then click the blue + icon to create a new sitelink.
9. When you are finished with the ad set up, it's time to create or upload your ad.
Your ad must already be uploaded to YouTube for this to work. You can either search for your video or paste the URL directly into the field called Your YouTube Video. If your video isn’t hosted on YouTube yet, click the link on the right side of the screen to upload your video to YouTube. Enter your final destination URL, call-to-action, headline, and description to give your ad more context and increase your click-through-rate. Click Create Campaign.