How to Set Up YouTube Ad Campaigns: Strategy, Tips & Best Practices
Nov 20, 2024If you're planning to run YouTube ad campaigns but aren't sure where to start, you're in the right place. YouTube advertising is one of the most effective ways to reach your audience with video content - whether your goal is to drive brand awareness, engagement, or direct conversions. In this guide, we’ll walk you through how to set up YouTube campaigns in Google Ads, including proven strategies, campaign structure tips, and best practices for video ad performance.
Key Takeaways
- YouTube ad campaigns are ideal for brand awareness and engagement.
- High-quality video content is essential for performance.
- Choose the right format—skippable, non-skippable, bumper—for your campaign goal.
- Use targeting options like placements and audience segments to refine performance.
- Always monitor view rate, CPV, and conversions to optimise results.
What Is a YouTube Ad Campaign in Google Ads?
A YouTube ad campaign is a type of Google Ads campaign focused on delivering video ads across YouTube and the Google Display Network. These campaigns allow you to reach potential customers while they’re watching videos, browsing YouTube channels, or engaging with content related to your niche. You can tailor your campaign type—such as awareness, action, or ad sequences—based on your business goals.
Key Updates: What’s Changing in YouTube Campaigns?
Before diving in, here’s a quick update:
- Video Action Campaigns will transition to Demand Gen Campaigns by early 2025. For now, we’ll focus on setting up awareness and sequence campaigns, which are perfect for building brand recognition and driving customer engagement.
YouTube Campaign Strategy: How to Choose the Right Format
Choosing the right campaign format is key to success with YouTube PPC advertising. Here are the main options:
- Video Action Campaigns (being replaced by Demand Gen): Designed to drive clicks and conversions.
- Skippable In-Stream Ads: Appear before or during videos and allow the user to skip after 5 seconds.
- Non-Skippable Ads: 15-second ads that viewers must watch in full.
- Bumper Ads: 6-second non-skippable ads best for awareness.
- In-Feed Ads: Appear in YouTube search results and video suggestions.
Choose a format based on your campaign goal - brand awareness, engagement, or sales.
Why Video Ad Quality is Critical
FAQ
What is a YouTube ad campaign in Google Ads?
A YouTube ad campaign is a video-based advertising campaign you run through Google Ads. It allows you to show video ads on YouTube and across the Google Display Network to reach your target audience with engaging, visual content.
How do I create a YouTube ad campaign?
To create a YouTube ad campaign, log in to Google Ads and click “New Campaign.” Choose “Video” as the campaign type, set your campaign goal (like awareness or conversions), define your audience and placements, set a budget, and upload your video creatives.
What’s the best bidding strategy for YouTube ads?
For awareness campaigns, use Target CPM or Maximize Impressions. For conversions, use Maximize Conversions or Target CPA—but only after your campaign has enough conversion data to optimise effectively.
What are the best practices for YouTube PPC ads?
Start with a strong hook in the first 5 seconds, keep your message clear and concise, use captions, design for mobile-first, and always include a compelling call to action. A/B test different videos to find the highest-performing creatives.
Should I use Demand Gen or traditional Video campaigns?
If you're focused on direct response and conversions, Google recommends transitioning to Demand Gen campaigns, which are replacing Video Action campaigns. For brand awareness or storytelling through sequenced videos, traditional Video campaigns (like ad sequences) are still effective.