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According to experts by 2019, 80% of traffic on the Internet will come through video. That’s a massive amount of traffic, and in business terms, a massive number of customers to miss out on. To date, some of the largest companies including companies such as Nike, Facebook & every car brand under the sun have invested heavily in video marketing campaigns on YouTube. Even if you are a smaller brand you are able to leverage the power of YouTube, though you will have to stay on top of it a lot more to gain a positive ROI.
So, I will now take you through a step by step guide on how to create a well laid out YouTube channel & how to gain a good ROI from it.
First things first you actually need to create a YouTube channel, just as you need to walk before you can run, you need to create a YouTube channel before you can run any ads. So take the following tips when creating your YouTube channel.
Sign into your YouTube account – This won’t come as a shock to you, but you will, of course, need to sign in to YouTube before you can even think about creating an account never mind a channel. And since YouTube is a part of Google (remember that it becomes important later on) you can use your personal or business account.
Create your channel – Next, you’ll see a tab that reads “My Channel “click this and it should come up with a prompt box for you to name your channel, of course, the best name to give it is the name of the business, because you want your customers to find your businesses channel, not a channel with your name on it, this is because they will probably believe that the channel isn’t the actual company channel.
Provide Details on your Account – Now you’ve successfully created your YouTube channel. However, there is one slight issue, it doesn’t have any information for your viewers yet. Before anyone will want to follow it, you’ll need to provide some key details and upload some videos. Even if you don’t have any videos prepared yet you can still provide a description about your channel so people know what to expect from your channel.
To do this it is quite simple, just click on the about tab on your channel page. Then after you have done that click the “Channel Description” button, and then type away!
Create and Upload your Videos – This one shouldn’t come as a surprise at all, but in order to run a successful YouTube campaign, there is one vital cog in the machine, videos! After all, there isn’t much point promoting your channel otherwise.
That said, just because it sounds like it is easy, doesn’t mean it is, there is no use in uploading videos if absolutely no one is interested, you have to make sure they are compelling and catch the eye of the audience, you want to in essence seduce them with visuals, and compelling content to the point that they will be interested in whatever you are trying to get from them.
Whether it be entering a competition, purchasing a product or using a service that you offer. You want your audience to enjoy your videos and share it with their friends and family, you want to get your YouTube campaign to become a viral campaign and the only way to do this is to make sure your videos entertaining and informative.
Link your AdWords Account to your Channel – The next thing you’ll need to do is link your AdWords account to your YouTube channel. Your YouTube channel and AdWords accounts will still remain separate entities, or in other words just because someone has access to one of the accounts doesn’t mean they gain access to both accounts.
The best part about adding your AdWords account? It’s simple to do, Google provides clear instructions on linking YouTube channel and AdWords account, so here is a rundown of what you must do:
• Log into your YouTube account
• Click the My Channel tab
• Click advances under the channel page
• Click the link labelled Link an AdWords account
Come up with a bidding strategy – Now that your YouTube channel is up and running, it’s time to start creating some ads. This process is going to be very extensive and will require a bit of testing. But the devil’s in the details, so make sure that you follow these steps to gain the most out of your video ads.
Understanding the YouTube Bidding Process – Most AdWords users create campaigns using a cost per click bidding strategy. Although you also have the option to create cost per view campaigns, most people do feel that a cost per click ad is far less risky and far easier to optimise. To explain the slight difference (in case you don’t know it).
• Cost Per Click – You pay for each click on one of your campaign videos
• Cost Per View – You pay for video views (at least 30 seconds of the video, or all of it if the video is under 30 seconds)
Choosing your bid – When you do either CPC or CPV you will need to decide how much you’re willing to pay before you even think about creating any ads. Remember, the CPB bid is the price you are willing to pay whenever someone watches your video. There is far less room there than in a CPC campaign, which only triggers charges when a click occurs.
Another important thing to keep in mind is that the bid you set isn’t necessarily the actual price you’re going to be paying per view (yeah that is important). You’ll always be charged one penny above the second lowest price.
So, if you set your CPV at £0.25, but the next highest bid is £0.16 you’ll only be charged £0.17 (if that makes sense).
But the question you are probably asking is what is a good bid to set for YouTube ads? That ultimately depends on the amount of traffic you want to generate and how tightly you are targeting your ads. Keep in mind that AdWords allows you to create custom bids for the different groups that you want to target. Here is a brief step by step guide of what to do when creating a custom bid for your campaign:
• Click the “All Video Campaigns section in your AdWords account
• Open the “Targets” tab, which will show a “Bid” column
• Next to this column, you’ll see a small icon that reads “Customise bids per format” – click on thus button to set bids for the different categories or users that you’re targeting
Set your targeting options – You can create the best video ad in your industry, but they won’t do you any good if you aren’t putting them in front of the right people. AdWords has some great targeting options you can use to make sure that the right people wind up watching your videos, I will now discuss a few options you can consider.
Choose Topics – Obviously, you want to make sure that your ads are shown on videos that are similar to your own. If you are selling artisanal soaps, for example, you wouldn’t want your ads appearing on sports videos.
But fortunately, you are in luck as Google provides a list of a couple thousand different topics that you can choose from. Some of the topic categories are broad, such as “Fitness.” You’ll get the most visibility by choosing these topic categories, but you will ultimately get targeted viewers if you are more specific and choose a subcategory such as gym fitness or football fitness etc.
Some of these subcategories are even more niche-focused. For example, under Football Fitness there could be categories such as Football Fitness Drills. You need to always remember to choose topics that are specific to your niche, but keep in mind that it can be difficult to determine ahead of time which of these targeting options will best convert. For this reason, it is always a good idea to test several categories that may relate to your target viewers.
Target User Interests – Google has recently released a new targeting option: the ability to target users based on their interests. You can target people who follow the news, are avid sports fans, enjoy working on handmade do it yourself projects and much more. You can even select multiple interests to target a narrower audience, further improving your conversions.
With that being said, you don’t want to choose so many interests that you don’t have a large enough user base to target with your ads. Your best bet is usually to start off with one or two interests and monitor your traffic and conversions for a little while before selecting additional interests to target.
Consider Targeting Specific YouTube Videos – AdWords gives you the option to target specific YouTube videos. All you need to do is copy and paste the URL into the placement target. This may be a good idea if you have found some videos that are highly relevant to your campaign, though you’ll want to ensure that the videos you select have sufficient traffic to support your ads and campaign goals.
Target Search Phrases – Anyone who has ever run an AdWords campaign before knows that generally, you bid on the keywords that people type into the search network. And although the platform offers many other targeting options, AdWords allows you to do the same thing when setting the bidding for your YouTube ads.
Use this feature to bid for certain keywords or phrases that people will type into the YouTube search bar. Your ad will only appear in exact match cases.
Construct your Ad – After you’ve set up your targeting options and have videos that you’re ready to promote, it’s time to create your ad. Lucky for you, you’ve got a variety of options available to take advantage of.
Get to Know your Ad Options – There’s no single type of YouTube ad that’s right for every campaign. A video ad can appear before the video, as the video plays or after the video, and can be skippable or non-skippable.
So, that was part 1 of our 2 part blog on a step by step guide to creating the perfect YouTube ad campaign, check back tomorrow to find out the conclusion of creating a YouTube ad campaign.