To place ads on YouTube, you use the advertising tool provided in or by Google Ads. YouTube is owned by Google, so placing YouTube ads is done through the Google Ads platform. It follows the same structure. Here is a step-by-step guide on how to do it:
1. Create a Google Ads account
If you don't have a Google Ads account yet, create one at ( https://ads.google.com ).
Sign in with your Google account or sign up if you don't have one yet.
2. Create a new campaign
In your Google Ads account, click the “+ New Campaign” button.
Select the goal of your campaign (e.g. “sales”, “leads”, “brand awareness and reach”, or “product and brand purchase intent”).
Then select “Video” as the campaign type because you want to run an ad on YouTube.
3. Set campaign settings
Campaign name: Give your campaign a unique name.
Budget and bidding strategy: Determine how much you want to spend per day or overall and which bidding strategy you want to use (e.g. maximum CPV – cost per view).
Networks: Choose where you want your ads to appear, e.g. on YouTube search results, on YouTube videos, or on partner websites in the Display Network.
Location: Choose the geographic locations where you want your ad to appear.
Language: Choose the language of your target group.
4. Set targeting options
Demographics: Define your target audience based on age, gender, parental status, income, etc.
Interests and remarketing: Select audiences based on specific interests or based on remarketing (e.g. users who have already visited your website).
Keywords and Topics Choose keywords, topics or placements that are relevant to your target audience.
5. Select ad type
TrueView In-Stream Ads: These ads play before, during or after a YouTube video. Users can skip them after 5 seconds.
TrueView Discovery ads: These ads appear in YouTube search results and on the homepage.
Bumper ads: These are short, non-skippable ads of a maximum of 6 seconds in length.
Non-Skippable In-Stream Ads: Non-skippable ads that are 15 to 20 seconds long.
6. Create an ad
Upload video: Upload the video you want to use as an ad to YouTube if it doesn't already exist.
Ad text: For Discovery ads, you must add a title and description.
Destination URL: Enter the URL of the landing page to which users should be redirected after clicking.
CTA and banner: Add a call-to-action (CTA) and, if available, choose an accompanying banner.
7. Set Commandments
Specify how much you are willing to pay per view or per 1,000 impressions (depending on the ad type).
8. Check and start
Double check all your settings to make sure everything is correct.
Click “Start Campaign” to make your ads live.
Tips for successful YouTube ads:
Short, concise content: Especially with in-stream ads, it is important to convey the message quickly and clearly.
Attract attention: The first few seconds of the ad are crucial to attract the user's attention.
Call-to-Action: Integrate a clear CTA to motivate the user to take action (e.g. “Buy now”, “Learn more”).
A/B testing: Test different ad variations to find out which one works best.
With these steps, you can effectively run ads on YouTube and target your audience.
Author:
Dr. Frank Lampe, independent online marketing consultant, technical author, lecturer and long-time marketing executive for B2B technology companies and startups.
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