How do I create and manage a YouTube Ads campaign?

People spend an average of 19 minutes a day on YouTube. That’s like 120 hours a year. And as the world&#8217s second-largest search engine, you can bet that YouTube advertising will give you considerable reach (to be exact, 32.4% of the total population and 51.8% of Internet users). We’ll guide you through the ways and means of creating and managing a YouTube Ads campaign.

How to advertise on YouTube.

Before starting your campaign on this massive platform, it’s important to make the decision about your advertising focus. It could be conversion, awareness or consideration. Whatever you choose, it will have an impact on the bidding strategy and format later on. For example, a conversion campaign may have online sales as its objective. As for the ultimate goal of a brand awareness campaign, it makes more sense to bid for impressions.

Create a new campaign

Open the Google Ads manager, then switch to the “New campaign” selection. When prompted, always select “Create a campaign without goal orientation”. For your campaign type, select Video.

Choose your campaign subtype

Based on your campaign subtype, simply choose the right option appropriate to your format and objective. If you don’t have any ideas yet, it’s possible to customize your video campaign and conversion. It’s also possible to make subsequent modifications.

Define your bidding strategy

The number of options to choose from depends on your type of bidding strategy. In a custom video campaign, for example, costs per view are the bidding options. In a personalized video campaign for example, costs per view are the bidding options.

What’s important when choosing your YouTube ad format?

Length

Your Video Ad can be any length, but in general, a “view” is counted at the end after 30 seconds or at the end of the video, whichever comes first. Bumper ads last six seconds, InStream non-deactivatable ads 15 and InStream deactivatable ads 30.

The ability to deactivate

Will the user have the option of ignoring your ad after six seconds, or will they have to watch the whole thing? outstream and bumper ads cannot be ignored.

The network

When a video ad is played in the YouTube video player, it’s called an InStream ad. When it’s shown on other sites (for example, in a display ad space on a partner website), it’s called an outstream ad.

Sound

95% of YouTube videos are viewed with sound. Unlike Facebook, the number of views with sound is 15%. Most YouTube ads will be served with sound. However, mastheads and outstream ads start by default without sound.

What are YouTube advertising statistics?

For youtube ads, it’s a good idea to differentiate between impressions and views.

Views

For a announcement that can be deactivated, we count a “view” after 30 seconds or when the ad is over, depending on what comes up first. Think of a “view” in the same way as a “click” on an ad on the Search Network: it’s a sign of engagement.

Impressions

If the ad is non-deactivatable, there are no views, only impressions, since the user has no agency to choose whether or not to engage. Basically, whatever the format, anyone who sees the ad will count as an impression. But only those who see it will interact with your ad, and so only those who see it will be able to add them to your Youtube remarketing lists.

You need to take this into consideration when creating a YouTube ad strategy! You can’t ignore a bumper ad, as it doesn’t generate views, but impressions. Nevertheless, it is possible to broadcast this type of ad to people on your remarketing list.

And don’t forget to keep an eye on these four underrated YouTube metrics: