Set up YouTube ads

1. Create a YouTube channel to publish your video ads.

Sign in to YouTube with your Google account and click on My Channel. If you don’t already have a channel, you’ll be prompted to create one. You can either use your Google account name or choose another name, such as that of your business.  Once you click Create Channel, you can start uploading video ads, which can be published as any of four different types. Choose Public or Unlisted for use in YouTube Ads campaigns.  You should also customize your channel to showcase your brand, and the simplest way to add quick branding is to upload a profile picture and create a YouTube banner.

2. Log in to your Google Ads account, select the Video campaign type, and select your marketing objective.

Google currently offers four objectives for video campaigns: Brand awareness and reach. Product and brand consideration. Website traffic. Leads. Alternatively, opt for a campaign without a goal. This gives you more flexibility to craft the campaign the way you want it, but is generally recommended for more advanced users.

3. Select a campaign subtype based on your advertising goals.

Google offers six campaign subtypes to help guide the creation of your ad campaign: Custom. Customize every aspect of your ad to suit your goals. You may prefer this if you have Google Ads experience.  Non-skippable in-stream. Create non-skippable ads that users are forced to watch before going to their selected video.  Outstream. Create mobile-only video ads aimed at reaching your target audience on partner sites.  Drive conversions. Google Ads guides you through the creation of ads that encourage interactions. Ad sequence. Select this option if you have a series of ad videos that build upon each other.  Shopping. Promote your products or services to ready-to-buy viewers.

4. Name your campaign, enter your budget, and select your start and end dates.

5. Choose a bid strategy for your YouTube Ads campaign.

Maximum Cost-per-view (CPV). Set the maximum you’re willing to pay each time your ad is viewed. Mostly used for bottom-of-funnel ads and a narrowly defined target audience.  Target Cost-per-mille (CPM). Set the average amount you’re willing to pay for every thousand times your ad is shown. Generally chosen for awareness-building campaigns.

6. Select the language and location, and refine where your ads will appear.

You can select whether your ads will appear within YouTube search results, in YouTube videos, and/or on a collection of other sites and apps that are part of the Google Display Network.

7. Choose the inventory of videos for which your ad may appear.

Google recommends selecting the Standard inventory option. Think of it as the PG rating on movies. Expanded inventory will show your ads on videos that have sensitive content. This expands your potential reach but could result in your ad being associated with sensitive content. Limited inventory only shows your ads on content equivalent to a G rating. This selection limits your reach but makes more sense for certain brands.

8. Select the devices on which your ads will appear, customize frequency capping, and choose an ad schedule.

9. Name your ad group, pick your audience, and select where you want your ads to show up.

10. Select your bid amount and paste in the YouTube URL for your video ad.