Google has changed its design and brought many innovations in terms of its functions.In order for communication professionals to be able to successfully create campaigns with the improved Google Ads Tool, guest author Carlo Siebert wrote down step by step how to put on a YouTube campaign.
Carlo has been a Google expert for over ten years.He supervises communication professionals to find the right strategy for the optimal use of Google Ads.In addition, he publishes his knowledge on YouTube or on industry portals such as T3N, OMR or the OSK Blog.In the article, it describes the individual steps to the finished YouTube campaign clearly and easily understandable.
Create a YouTube campaign in a few steps
Users first register in their Google Ads account and then click on the big "+" sign.The next click goes on "New Campaign".
Create the campaign without target projects
The surface with the heading "Create campaign" should now be visible on the screen. Als Nächstes wählen User die Schaltfläche „Create the campaign without target projects“ aus.All other selection options only limit the setting options afterwards.
In the next step, the actual type of campaign is now determined-what kind of advertising should be switched.In this case video advertising.Here the tab "Video - viewer on YouTube and reach and address on the web" is selected.
Users can not only switch advertising on YouTube themselves using this type of campaign, but also outside the video platform.This then affects the Google display network, in which video partners are involved.This can be pages and apps from the areas such as "entertainment", "sports", "news" and "technologies".
Step 1: In the menu now open, the first thing you can do is enter the campaign name.Users are available for this, including 120 characters including spaces.Tip: It is best to enter a meaningful name connected to the campaign in order to be able to understand which campaign it is even after a long time.
Step 2: Then you enter the campaign budget.Users can choose between a daily or total budget.In the "amount" field, the sum that you are willing to issue is entered.
A total budget makes sense for new starters, the sum is distributed equally over the entire campaign.Professionals, on the other hand, choose the daily amount, which is on average at 10 euros.Furthermore, after this selection you can set the delivery method.Are available: standard and accelerated.Accelerated means: Google plays the ads every time there is the possibility and regardless of a sensible distribution over the day.In the worst case, for example, 100 euros daily budget is not sufficient because they are already used at 11 a.m..
Step 3: Here the user sets the start date and the end date of the campaign.This goes automatically or custom.
Step 4: There are three already marked fields in the advertising networks.At this point it is important to know which channels the display should be broadcast on.
Step 5: When choosing the language, it is important to ensure which target group you want to achieve.If, for example, a German -speaking audience is to be reached, you choose German as a language.The first three letters of the desired language are entered in the search field.From the suggestions you select the right option.
Step 6: When selecting the location, users select the country in which you want to reach your target group.Of course, several countries can also be selected.
Step 7: The bid strategy can be found:
Step 8: The area “determine content to be excluded where your ads may be delivered.“Three important areas are listed by this:
Example: Under the "excluded types and labels" button, select content and ingredients where the displays should not be played out.For example at live streams.
Step 9: In this area, the playing of the videos can be narrowed down on certain devices.So if the target group tend to use Apple devices, this can be taken into account here.
Step 10: In the "Frequency Capping", the broadcast of the campaign is restricted in the case of one and the same user.Here it is important to find the right mediocrity.At the start, 10 to 15 impressions per day are a good value.
Create ad group at Google Ads
Step 1: Now the ad group is assigned a name.
Step 2: Now the maximum CPV bid is stored.Tip: Start at the beginning with a maximum of 15 to 25 cents and adjust later.
Step 3: Now the bid adaptation for popular videos can be set.Here Google only offers the advertiser for current videos that are very popular with YouTube viewers (there is no precise definition for this from Google) to play the advertising additionally-with a correspondingly higher bid.Since this is more about mass instead of class, this step can be skipped.
Step 4: Under "Demographic features" there are other target groups.These are really important.Can be selected and marked with a hook:
Step 5: Set the specific target groups that are relevant for the display.
Previous interactions with the company
Step 6: The content area is about the actual creation of targeting.Here you can choose from three categories to determine when or where the display is played:
Keywords: Here search terms are stored in which the display should appear.The system then looks where there is a matching and the display shows.
Topics: A selection gives the Google algorithm the note on which relevant YouTube videos (or websites/apps) the ads should be played out.
Placements: Finally, you have the opportunity to store concrete URLs on which the display should appear.This also includes complete YouTube channels.
Create video display
Step 1: Now use users the desired video.In addition, the display type must be determined.The following options are available:
On the right side, users then see the respective appearance - depending on the selected ad format.Then select the desired thumbnail.
Step 2: Now the advertising title follows.Users including spaces have 100 characters available for this.Furthermore, users can set important keywords in text lines 1 and 2.35 characters are available for this.
Step 3: A suitable ad name must be selected here.On the next page, users can check the input.If everything is okay, it continues with a click on "Continue to the campaign".
It's done!The first successful campaign on Google Ads has now been created and unlocked.The now visible page on the PC shows all entries that have been set.A kind of overview and confirmation in equal parts.
If you want to learn more from Carlo, we recommend your YouTube channel:
(Screenshots: Carlo Siebert)
