YouTube Video Ads Tutorial | Ad Group | Social Media Examiner

YouTube Video Ads Tutorial | Ad Group | Social Media Examiner

Hello, I’m Uzair and in this video I’m going
to show you how to set up your ad group for your video ads campaign. So you’ve gone through
the campaign set up and next you will see over here create your ad group. First thing it’s going to ask you is to name,
your ad group. So the way I keep my naming convention is whichever targeting I’m setting
for that ad group, I will write that. So if I’m targeting that ad group by keywords or
by a certain audience or topic or placements, then I’m going to write that so I can see
it straight away. Whether that ad group is for that particular
targeting. Once you’ve written the ad group name, then you set up your demographics, whether
you wish to target male, female, unknown. I tend to keep all of them unless that product
or a service is for either male or female. Choose your age group, parental status I don’t
bother much with because I’m not sure how accurate the data is and also with the household
income, although that is only available in a few countries as you’ll see over here. Alright.
So the next stage is the audiences. you can either search for a particular audience
by a term or a phrase or by website, or you can browse, who they are, whether it is for
parentage status, marital education, a homeownership status. So this one is a new one, fairly new,
so you can target homeowners or renters, which is quite handy. Affinity, now a lot of people get confused
between affinity and in market, audience affinities, long-term interest. So if I’m interested in
football, Google knows my surfing and searching history, they will know that I will go and
check out the score of the football matches pretty much on a daily basis during the season. And that is what we call affinity. It’s a
longterm interest, in market audience, are those who are in the market for a particular
service or a product. So when I want to, search for car insurance on a yearly basis, only
at a particular time in the year I would search, I wouldn’t be searching for car insurance
all year long. So Google will take the surfing or searching
history for the last 14 days or so and they put that audience in that in market audience.
So you can see over here the affinity audiences we’ve got loads of them in here and then when
you open up these drop downs, you will find more subcategories. Now what you can also
do is you can instead of putting all the shoppers in one ad group, make one ad group for bargain
hunters, luxury shoppers, shopaholics and so on. So again, you are making the data very granular
and you will be able to see very quickly whether you are getting better results from bargain
hunters compared to luxury shoppers and so on. To do that you can either create one ad
group, put the ads in there, copy based, and then just change the targeting in there and
rename that ad group. And that’s how I do it. And especially if
you are using Google ads editor, it is very fast and you can make up these ad groups very
quickly. Then you will also see a tab for the ideas. And Google is going to give you
some recommendations as to what you should be targeting. So you can look in here as well.
Sometimes you do find some good audiences and some better targeting. So that’s all you
need to do under the audiences tab. If you were targeting by keywords, then you put in
the keyword idea earlier. So let’s say if I were to put in video marketing. So you can either put in your website, address
all your competitors, and then get some ideas. You can add all those keywords in here. Now
the video ads keywords work completely different to a search campaign. So you don’t need to bother about whether
you should be putting a very small amount of keywords per ad group or should they be
in exact phrase or broad modified match. I would just add all of them in in one. But
the theme needs to be very tight. So if it’s about video marketing, I’ll keep that in one
ad group compared to, let’s say, email marketing, which would be a different ad group. I won’t
put video or email marketing in one. So keep them separate again over here under
topics you have got all these various categories which you can choose and unless you test these
you don’t know which one is going to work and which one isn’t going to work. Please don’t go on some other person’s recommendation
because every campaign, every account is different things which may work for you may not work
for someone else and vice versa. So again, our have each one of these, topic categories
in one ad group and not all of them in one. So separate them all out placements is quite
good. Now there are pros and cons about placement
because what I find that once you have found a certain channel video or a website which
you want to target, the whole world is going to target the same thing. All your competitors
are going to target those as well. So I find that the cost per view is quite high and it
is restricted by obviously the amount of traffic that channel, video or website gets. But there
are lots of high traffic videos and channels out there, which you can quite easily target. But the thing which I am not a big fan of
placements about is every day there are thousands and tens of thousands of videos being added
to YouTube. Now if I select a handful of placements, I’m missing out on those new videos where
my ads can potentially be shown. So you need to, again test it and have a campaign which
is fishing out, and hunting for new views. And then the winning, placements you can keep
in one ad group and run that one, run your campaign, through targeting just the placements.
You enter your bid. I tend to find that for most countries, including us, UK, Europe,
10 cents or 10p in my case is sufficient enough to start the impressions. I tend to bid high first and then slowly,
reduce it or then started the low bid where I don’t get any impressions and then have
to increase, the bids. So you will find that in countries in Africa or some countries in
Asia, you can get very low cost of view of as low as 2 cents or 3 cents as well. So you
start your campaign, see what’s happening, and then adjust, the bids accordingly. You
can also adjust, let’s say I want to pay 25% more for high
traffic or top content videos or channels. So then you can do that. But I personally
tend not to do that. But you can try it and see whether you are able to get traffic or
views on the popular content, channels and placements. So this is all you need to do
to create your ad group. So that’s it for this video. Hope you enjoyed it. And if you
do have any comments or questions, then please put them in the comment box below. Thanks
for being with me and I look forward to seeing you in the next one.

Author: Kennedi Daugherty

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