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YouTube Video Ads Tutorial | Ad Group | Social Media Examiner

YouTube Video Ads Tutorial | Ad Group | Social Media Examiner


Hello, I’m Uzair and in this video I’m going
to show you how to set up your ad group for your video ads campaign. So you’ve gone through
the campaign set up and next you will see over here create your ad group. The first
thing it’s going to ask you is to name your ad group. So the way I keep my naming convention
is, whichever targeting I’m setting for that ad group, I will write that. So if I’m targeting
that ad group by keywords or by a certain audience or topic or placements, then I’m
going to write that so I can see it straight away. Whether that ad group is for that particular
targeting. Once you’ve written the ad group name, then you set up your demographics, whether
you wish to target male, female, unknown. I tend to keep all of them unless that product
or a service is for either males or females. Choose your age group, parental status, I
don’t bother much with because, I’m not sure how accurate the data is and also with the
household income, although that is only available in a few countries as you’ll see over here.
Alright, so the next stage is the audiences. Now you can either search for a particular
audience by a term or a phrase or by website or you can browse, who they are, whether it
is for parental status, marital education, home-ownership status. So this one is a new
one, fairly new, so you can target homeowners or renters, which is quite handy. Affinity.
Now a lot of people get confused between affinity and in-market audience affinities, long-term
interest. So if I’m interested in football, Google knows my surfing and searching history,
they will know that I will go and check out the score of the football matches pretty much
on a daily basis during the season. And that is what we call affinity it’s a long-term
interest in-market audience are those who are in the market for a particular service
or a product. So when I want to, search for car insurance on a yearly basis, only at a
particular time in the year I would search, I wouldn’t be searching for car insurance
all year long. So Google will take the surfing or searching history for the last 14 days
or so. And they put that audience in that in-market audience. So you can see over here
the affinity audiences that we’ve got loads of them in here. And then when you open up
these drop downs, you will find more subcategories. Now what you can also do is you can, instead
of putting all the shoppers in one ad group, make one ad group for bargain hunters, luxury
shoppers, shopaholics and so on. So again, you are making the data very granular
and you’ll be able to see very quickly whether you are getting better results from bargain
hunters compared to luxury shoppers and so on. To do that, you can either create one
ad group, put the ads in there, copy, paste, and then just change the targeting in there
and renamed that ad group. And that’s how I do it. And especially if you are using Google
Ads Editor, it is very fast and you can make up these ad groups very quickly. Then you
will also see a tab for the ideas and Google is going to give you some recommendations
as to what you should be targeting. So you can look in here as well. Sometimes you do
find some good audiences and some better targeting. So that’s all you need to do under the audiences
tab. If you were targeting by keywords, then you put in the keyword idea over here. So
let’s say if I were to put in video marketing. So you can either put in your website address
or your competitors and then get some ideas. You can add all those keywords in here. Now
the video ads keywords work completely different to a search campaign. So you don’t need to
bother about whether you should be putting a very small amount of keywords per ad group
or should they be in exact phrase or broad modified match. I would just add all of them
in, in one. But the theme needs to be very tight. So if it’s about video marketing, I’ll
keep that in one ad group compared to let’s say email marketing, which would be a different
ad group. I won’t put a video or email marketing in one, so keep them separate. Again, over here under topics you have got
all these various categories which you can choose, and unless you test these, you don’t
know which one is going to work and which one isn’t going to work. Please don’t go on
other people’s recommendation because every campaign, every account is different things
which may work for you may not work for someone else and vice versa. So again, I would have
each one of these topic categories in one ad group and not all of them in one, so separate
them all out. Placements is quite good. Now there are pros and cons about placement because
what I find that once you have found a certain channel video or a website which you want
to target, the whole world is going to target the same thing. All your, all your competitors
are going to target those as well. So I find that the cost per view is quite
high and it is restricted by obviously the amount of traffic that channel with you or
the website gets. But there are lots of high traffic videos and channels out there, which
you can quite easily target. But the thing which I am not a big fan of placements about
is every day there are thousands and tens of thousands of videos being added to YouTube.
Now if I select a handful of placements, I’m missing out on those new videos where my ads
can potentially be shown. So you need to again test it and have a campaign which is fishing
out and hunting for new views. And then the winning placements you can keep in one ad
group and run your campaigns through targeting just the placements. You enter your bid tend
to find that for most countries, including US, UK, Europe, 10 cents or 10p in my case,
is sufficient enough to start the impressions. I tend to bid high first and then slowly reduce
it rather than start with a low bid where I don’t get any impressions and then have
to increase the bids. So you will find that in countries in Africa or some countries in
Asia, you can get very low cost per view of as low as 2 cents or 3 cents as well. So you
start your campaign, see what’s happening, and then adjust the bids accordingly. You
can also adjust, let’s say I want to pay 25% more for high
traffic or top content videos or channels. So then you can do that. But I personally
tend not to do that, but you can try it and see whether you are able to get traffic or
views on the popular content channels and placements. So this is all you need to do
to create your ad group. So that’s it for this video. Hope you enjoyed it. And if you
do have any comments or questions, then please put them in the comment box below. Thanks
for being with me and I look forward to seeing you in the next one.

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