Set Up Google Ads Video Campaigns | Youtube Ads Guide for 2024

Summary

In this tutorial, viewers are guided through setting up a video campaign in Google Ads for 2024, focusing on generating sales or leads. The video emphasizes the importance of creating compelling video ads with strong hooks, problem-solving content, and clear calls to action. It also covers campaign setup steps, including selecting goals, targeting, ad formats, and optimizing for conversions. The presenter, Aaron Young from Define Digital Academy, offers a free guide for a detailed step-by-step process and encourages viewers to subscribe for updates on Google Ads strategies.

Takeaways

• 🎥 **Strong Hook**: The first 5-6 seconds of a video ad must grab the viewer's attention and provide a reason to continue watching.
• 🛒 **Build Desire or Solve a Problem**: Videos should either address a current problem or tap into a desire to motivate viewers to consider the product or service.
• 🔑 **Introduce Product as Solution**: After establishing a need or desire, the product or service should be presented as the solution to that need or desire.
• 🏆 **Build Authority**: Especially for smaller brands, showcasing testimonials and reviews can build trust and authority, encouraging viewers to take action.
• 💡 **Strong Call to Action**: A compelling call to action is crucial, even with high production value; a poor offer will not convert.
• 📈 **Campaign Setup**: The step-by-step process for setting up a video campaign in Google Ads includes selecting the right campaign type, targeting, and bidding strategies.
• 🌐 **Network Selection**: For video campaigns, focus on YouTube and the Google Display Network, and consider excluding TV if the goal is conversions.
• 📱 **Device Targeting**: Prioritize computers, mobile phones, and tablets for conversion-focused campaigns, as they generally have better website functionality.
• 📊 **Audience Targeting**: Utilize data from previous campaigns to inform audience targeting, including interests, demographics, and search terms.
• 🎬 **Video and Landing Page**: Use a separate video for ads to avoid impacting organic search performance, and ensure the landing page is optimized for conversions.
• 📝 **Ad Copy**: Craft compelling headlines and descriptions that align with the video content and the overall campaign objectives.

Q & A

What is the main focus of the video campaign setup guide presented in the transcript?

The main focus of the video campaign setup guide is to provide a step-by-step process for setting up a YouTube ads campaign in Google Ads, specifically targeting businesses looking to increase sales or leads.

Why is it important to have a strong hook in the first few seconds of a video ad?

A strong hook in the first few seconds of a video ad is crucial because viewers can skip the ad after that time. It's important to grab their attention and give them a reason to continue watching within that short window.

What are the two main reasons people buy products or services according to the transcript?

People buy products or services either because they have a current problem that needs solving or because they have a desire or goal they want to achieve.

How does the transcript suggest building authority for smaller or lesser-known brands in a video ad?

The transcript suggests building authority by highlighting testimonials or reviews in the video ad, which can create a 'safety by numbers' effect and help build trust.

What is the importance of a strong call to action in a video ad as per the transcript?

A strong call to action is important because even with high production value, if the offer is not compelling or valuable, the ad campaign is unlikely to succeed.

What does the transcript recommend for naming conventions when setting up a campaign in Google Ads?

The transcript recommends using a clear and descriptive naming convention for campaigns, such as including the campaign type, objective, and year, to easily identify the purpose of the campaign.

Why should a business exclude certain goals from a Google Ads campaign according to the transcript?

Excluding certain goals from a Google Ads campaign ensures that Google doesn't target those goals with bidding strategies like maximize conversions or maximize conversion value, which is beneficial if the goals are not relevant to the campaign's objectives.

What is the recommended budget and duration for the video campaign example provided in the transcript?

The recommended budget for the video campaign example is $40 per day, with the campaign running over the first three months, up to the end of February.

Why is it advised to separate YouTube ads from organic YouTube videos according to the transcript?

It's advised to separate YouTube ads from organic YouTube videos because ads and organic content have different metrics, and sending ad traffic to an organic video can harm its performance due to quicker drop-off rates.

How does the transcript suggest utilizing audiences for a video campaign in Google Ads?

The transcript suggests utilizing audiences by taking the best-converting keywords and audiences from previous search, shopping, or performance Max campaigns and applying them to the video campaign's audience targeting.

Outlines

00:00

🎥 Essential Elements for Effective Video Ads

This paragraph emphasizes the critical elements that must be included in a video ad to ensure its success. The speaker highlights that while having a well-structured Google Ads campaign is important, the quality of the video itself is paramount. The video ad must capture the viewer's attention within the first 6 seconds, as that's when the option to skip the ad appears. The ad should either solve a problem or build desire, addressing one of the two main reasons people purchase products or services. After establishing a need or desire, the product or service should be presented as the solution. For brands, especially smaller ones, building authority through testimonials and reviews is crucial to instill trust. Lastly, the ad must end with a strong call to action to close the sale. The speaker warns against poor value offers, as even the best-produced ads will fail if the underlying offer is not compelling.

05:01

🛠️ Step-by-Step Guide to Setting Up a Video Campaign in Google Ads

The speaker provides a step-by-step guide on setting up a video campaign in Google Ads, focusing on campaigns aimed at generating sales or leads. The process begins with selecting the 'New Campaign' button and choosing the 'Leads' goal. The speaker advises on removing irrelevant goals from the campaign to prevent them from affecting bidding strategies. A naming convention for the campaign is suggested for clarity. The campaign is set to target specific locations based on best-selling products, and the speaker opts for a 'Maximized Conversions' bidding strategy with a Target CPA. A daily budget and duration for the campaign are set, and the speaker chooses to focus on YouTube and the Google Display Network. The campaign is further refined by excluding TVs and targeting computers, mobile phones, and tablets. The speaker recommends adding site links to the ad for increased visibility. Audiences are selected based on data from previous successful campaigns, and the speaker discusses the use of optimized targeting to expand the campaign's reach. The process concludes with the creation of ad groups, the selection of a YouTube video, and the setup of a landing page, call to action, headlines, and descriptions.

10:03

📈 Creating and Optimizing YouTube Ads for Maximum Impact

In this paragraph, the speaker discusses the creation and optimization of YouTube ads. It's recommended to create a video specifically for advertising, separate from any organic content on a YouTube channel, to avoid negatively impacting the video's performance in search results. The speaker provides instructions on uploading the video to Google Ads and selecting a landing page. The importance of creating a clear call to action is emphasized, with options to either use pre-selected calls to action or create a custom one. The speaker also discusses the process of adding headlines, long headlines, and descriptions to the ad. Split testing is introduced as a strategy to compare the performance of different ads, with the speaker sharing their practice of creating two separate video ads to gather clear data on which performs better. The paragraph concludes with the speaker reminding viewers of the availability of a free Google Ads video campaign setup guide and encouraging viewers to subscribe and enable notifications for updates on the 'Get Google Ready for 2024' playlist.

Keywords

💡Google Ads

Google Ads is an online advertising platform developed by Google, where advertisers can create and display ads to users who are using Google's search engine or browsing its advertising network. In the video, Google Ads is the central theme as the presenter guides viewers on setting up a video campaign within the platform, emphasizing the importance of a well-structured ad campaign for effective marketing.

💡Video Campaign

A video campaign in the context of the video refers to a series of advertisements that use video content to promote a product or service. The video explains how to set up such a campaign in Google Ads, highlighting the need for a strong hook, clear messaging, and a compelling call to action to ensure the campaign's success.

💡Hook

In advertising, a hook is a captivating element designed to grab the audience's attention quickly. The video emphasizes the importance of having a strong hook within the first 6 seconds of a video ad, as this is crucial for keeping viewers engaged before they have the option to skip the ad.

💡Desire or Problem Solving

The video discusses the concept of either building desire or solving a problem as a key element of a video ad. This refers to the strategy of advertising products or services that fulfill a need or desire of the audience, or solve a problem they are facing, which is a common motivation for purchases.

💡Product or Service Introduction

After establishing a need or desire, the video ad should introduce the product or service as the solution to that need or desire. This is a critical step in the ad's narrative, where the product's value proposition is communicated to the audience.

💡Authority

Building authority in an ad is about establishing trust and credibility. The video suggests using testimonials and reviews to achieve this, as they serve as social proof and can influence potential customers' decisions, especially for smaller or lesser-known brands.

💡Call to Action (CTA)

A call to action is a directive to the audience to perform a specific action, such as making a purchase or signing up for a newsletter. The video stresses the importance of a strong CTA in closing the sale, as it directly influences the ad's effectiveness in driving conversions.

💡Maximized Conversions

In the context of Google Ads, 'maximized conversions' is a campaign goal where the platform automatically adjusts bids to get the most conversions for the advertiser's budget. The video uses this as an example of the campaign type focused on generating leads or sales.

💡Bid Strategy

Bid strategy in Google Ads refers to the rules that determine how much an advertiser is willing to pay for a click or conversion. The video mentions 'Target CPA' (Cost Per Action) as a bid strategy, which is designed to optimize ad spending to achieve a target cost per conversion.

💡Audience Targeting

Audience targeting involves defining the specific group of people an ad is intended for, based on factors like demographics, interests, and behavior. The video explains how to use audience targeting in a video campaign to reach potential customers who are more likely to be interested in the product or service.

💡Optimized Targeting

Optimized targeting in Google Ads allows the platform to expand the targeting beyond the advertiser's initial selections to reach similar audiences. The video suggests keeping this option on for general leads and sales campaigns to potentially increase conversions.

Highlights

Introduction to setting up a video campaign in Google Ads for 2024.

Importance of having high-quality video ads to compete with large multinational companies.

The necessity of a strong hook in the first 6 seconds of the video ad to capture viewer attention.

Building desire or solving a problem as a key component of the video ad's narrative.

Introducing the product or service as the solution to the highlighted need or desire.

Building authority for smaller or unknown brands through testimonials and reviews in video ads.

The importance of a strong call to action in closing the sale within the video ad.

Step-by-step process for setting up a video campaign in Google Ads.

Choosing the right campaign goal for lead generation or sales.

Selecting the appropriate targeting options for the campaign.

Setting a daily budget and campaign duration for the video campaign.

Choosing the right networks and devices for the campaign.

Adding site links to increase ad visibility on mobile devices.

Creating ad groups and selecting relevant audiences for targeting.

Using optimized targeting to expand the reach of the campaign.

Creating the actual video ad with a YouTube video and a landing page.

Adding headlines, long headlines, and descriptions to the ad.

Option to create split tests with different headlines or videos for performance comparison.

Finalizing the campaign setup and launching the video campaign.

Access to a free Google Ads video campaign setup guide for detailed instructions.

Transcripts

welcome back to get Google ready for

2024 and in this lesson I'm going to be

taking you through the step-by-step

process in how to set up a video

campaign or as many people would refer

to it a YouTube ads campaign in Google

ads now before I get to the step-by-step

process of how to actually set up your

video campaigns in Google ads I do

firstly want to touch on the important

elements that you need to include in

your video ad and the reason for why

this is so important is because you

could have the perfect video campaign

set up you could be targeting the right

audiences but the harsh reality is is

that if your video ads so the videos

that you're are using for your ads if

they suck your results in Google ads

will also suck and the reason for that

is because video campaigns are very very

different to say search or shopping

based ads and the reason for that is

because in Search and shopping ads

Google has the majority of the cont

control over the look and feel of your

ads in that all of the ads have the same

character limits they use the same fonts

for a shopping ads you only allowed one

image so even if you are a small

business or a small brand your ads have

the same quality as large multinational

companies however that is vastly

different when it comes to a video

campaign and it's very very likely that

your video ads will be going up against

large multinational companies who have

very very large budgets to produce

specific specific video ads so for

success with video campaigns it's very

very important that you don't only focus

on the correct setup for your Google

campaign so what I want to do right now

before I take you through that

step-by-step process I do want to take

you through five core factors that your

videos need to include and this will

help ensure that your ads do get that

cut through now you may not be able to

match a large company with the

production value but if you have a well

structured ad that has good audio and

good video you can get cut through and

you can get results with video campaigns

in Google ads the first thing that you

need is that you do need to make sure

that your videos have a very strong hook

and what I mean by that is that you need

to get the viewers attention within the

first 6 seconds and the reason for why

that is so important is because after

that time they can skip on your ad so

what you want to do in the first 5 to 6

seconds of your video is you need to get

their attention and also give the viewer

a reason to watch on because remember in

a couple of seconds they'll be able to

skip your ad and completely forget that

they saw your ad at all and the second

thing that your video needs to do is

that it needs to either build desire or

solve a problem and the reason for that

is because people buy products or

services for two main reasons one they

have a current problem that they need

solved or two they have a desire or goal

that they want to achieve so they're

looking to your products or services to

either take them away from pain or to

head them towards the path of success or

whatever dream they have in the future

so after the hook you need to then very

very clearly highlight or need or desire

and that then brings us to the third

point which is when you introduce your

product or service as the solution so

this is a two-step process you're

firstly highlighting the need or the

desire and then you're introducing your

product or service as the answer to

either that need or desire and then the

last two elements is all about really

closing the sale and what you want to be

doing here firstly is that especially if

you are a smaller or an unknown brand

you need to build Authority and a great

way of doing that in a video ad is to

just highlight some of your testimonials

or your reviews and that helps it to

become a safety by numbers type of deal

going on think of it like this if you

were going to a new country and you

wanted to find a good coffee shop would

you go to the coffee shop that your

friend had recommended and had countless

fstar reviews or would you go to the

coffee shop that's next to it that has

no reviews and no online profile so a

really easy way of building that trust

and Authority in a video ad is to just

highlight some of your testimonies or

your reviews that you've received and

then finally you need to close the deal

with a strong cordal action even if

you've got the highest production of a

video ad if at its core you are

ultimately offering a poor value offer

it won't work and I see this time and

time again and I want you to think of it

like this if you're trying to sell a $5

note for $10 and and there's nothing

special about that $5 note it's just a

normal $5 note and you're trying to sell

it for $10 your campaign is always going

to fail because fundamentally the offer

is a bad offer why would anyone take

that why would someone pay $10 for

something that is only worth $5 and

there's heaps of them around but

unfortunately I see this all the time in

Google ads where people blame Google ads

but the issue is that it's a poor offer

the same is especially true for video

campaigns if you do all of the other

four things correctly but then you're

leading them to a really poor put

together C to action your ad just will

not work so now that we've said all of

that I'm going to take you through the

step-by-step process of how to set up a

video campaign and if you do miss any of

these steps or you want a reminder of

those four key things that you need to

include in your video ad I want you to

go through and follow that link in the

description below because that'll give

you free access to my video campaign

setup guide and this is a free guide

that you can download so that you can

follow the step-by-step process at your

own Leisure all right with all that said

right now it's time for us to jump into

a screen share so I can show you that

step-by-step process of setting up a

video campaign in Google ads when you're

in Google ads you want to go straight to

the new campaign button now if you are

in the new dashboard you will see this

it'll little be a little bit over here

to the left but once again just look for

the new campaign button and then once

you select this you can then go through

the step-by-step process of setting up

your own video campaign now for the

purpose of this video we're very much

going to be focused using on a video

campaign that is built to either

generate more sales or more leads so I'm

not talking about uh website traffic or

a product and brand consideration

because that does have some different

steps in it but for this purpose because

we're I'm very much targeting this

towards people who wanting to use

YouTube ads to either increase their

sales or increase the number of leads

that their businesses are receiving so

this one's going to be for my business

so and we want to generate more leads so

we're going to click leads here and then

what you want to do is you just want to

go through and take out any leads that

you don't want to be included in this

campaign the one thing that I want to

stress here is that by removing these

goals you're not removing them from your

account you're just removing them from

this Google campaign and what that means

is that Google won't be attracting these

goals as part of any bidding so maximize

conversions or maximize conversion value

strategies that you're using so for this

one I've just submitted my lead form

converted leads and purchases then we go

to continue and then we want to click on

video from there you just go through and

click continue and then if you've set up

any Google ads campaigns before you'll

know the screen it's basically just

taking you through the process of

setting up your campaign if you've seen

any of my videos you know that I like to

add a good naming convention so that I

know exactly what this is for and I'll

just put it down as video conversions so

know it's a video campaign we're set it

for conversions and it's for 2024

doesn't really matter what you call the

campaign just don't leave it as video

campaign one you want to know exactly

what it's about so I would usually also

put in the product name or the website

name of what we're targeting now what

I've also gone through and done is I've

just put in some specific locations the

reasons why I've targeted these ones in

here is because these are our

bestselling products if you wanted to

you can move these into different

campaigns but I'm happy to keep these

all together and you can Target this

even down to individual post codes or

zip codes now because we selected a

maximized conversions campaign it is

only giving us the options of maximized

conversions with a Target CPA if you had

put this down to a brand awareness type

of campaign or or website traffic you do

also have some other bid strategies that

you can use which is like a Target CPM

or viewable Impressions but once again

as I said because this is for businesses

who are looking to either increase their

leads or sales these are the only two

options we've got then we just need to

come in and add our budget I'm just

going to set the budget at $40 a day and

we are going to be running this over the

first 3 months so what I'll do is we'll

run this through to the end of February

now when it comes through to networks

through here as well is that you can opt

in or opt out of different ones so I

just want to be going focusing on

YouTube and by default this will also

get you into the Google Display Network

and then from there it's just a matter

of adding in any different assets now

I've already got some site links in here

and the site links well if you don't

know they're the little links that

you've got or little menu items that you

can have underneath the ad I do

recommend adding them and the reason for

why I recommend adding them is because

it even especially on a mobile it does

increase the size of the ad which is you

know obviously if you got a bigger ad it

helps with visibility now now when it

comes into your additional settings one

of the things that I do do is that I'll

generally go through and remove TVs and

the reason for that is because a lot of

TVs still don't have a great website

functionality so that's why I would

generally just keep it focused on

computers mobile phones and tablets if

you're just looking for brand awareness

and not endline sales or conversions I'm

fine with TVs but because we're going

for that conversion action I'm going to

focus it on computers mobile phones and

tablets and then we just need to come

down and set up our ad group and what

I'm going to to be doing is I'm just

going to be putting here a sign that

it's ad one that way I know that as I go

through and set up different ad groups

and different ads I just know difference

whether it's the first ad or the second

ad that we're using now I do recommend

that you go through and add in some

audiences now where we would get these

audiences from as you can see I've

already got some different audiences in

here so I'm just going to select this

one but where you'd be adding in your

audiences now generally for me video

campaign is not the first campaign that

you were using and you would have done

previous search shopping or even

performance Max campaigns so I would

grab some of the audiences and the best

converting keywords from those campaigns

and put them into your audience

targeting in here it is a fairly simple

step-by-step process where what you're

doing is you're going through and you're

adding in the search terms then you're

also adding in your data and you're also

adding in some of the interest and

detailed demographics once again I've

got all this data from the best

performing audiences from our other

campaigns so you can go through and

create your own audience now when it

comes to optimized targeting what that

means is that with these selections that

we've given in here Google will go

beyond those selections so because this

is a general leads and sales campaign I

will keep optimized targeting on I do

turn this off if I'm doing a remarketing

campaign so if I'm wanting to Target

people who have only interacted with my

business before and I want to give them

a specific offer that's when I would

turn off the optimized targeting so

essentially what you're doing here is

that Google would use this as the base

audience and then it will go out into

similar or lookalike audiences if it

feels it can get more conversions now

what we need to do from here is that we

we now need to come down and create our

ads so with a YouTube ad you need to

actually have a YouTube video now I

would recommend from here is that you're

creating a video then uploading it to

YouTube and you want this to be separate

from your any organic YouTube videos

that you have on your channel the reason

why I recommend that is because it's

very very different metric and if you

use a video that you want to rank within

Google's just general searches sending

ad traffic to it can really harm the

performance of that and the reason for

that is that you got ads will have a en

quicker drop off rate than on organic

video now I've already got my YouTube

video here so I'll just go through and

add in the URL and then what we also

need to do is we want to select the

landing page where we want this video to

go to and I've got my landing page in

here and then it's just from there we

just want to go through and create our

cord to action or you can choose one of

these pre-selected ones but I'll just go

with learn more once again you can go

through it and test which ones you want

to do and then it's just a matter of

adding in some different headlines long

headlines and descript descriptions I've

got these ready to go so I'm just going

to go through and copy these in through

here so now I've gone through and I've

created my cord action my headlines my

long headline and my description and

then from there we've got our ad ready

to go and then all we need to do from

here if you wanted to if you wanted to

add in some split testing you can create

another ad and what you can do here is

you got two options is that you could

use the same video with some different

headlines or you could actually do a

separate video ad in another campaign

that I have running that's the way I've

got it gone around around it where I've

actually recorded two separate video ads

the reason why I do that is it gives me

some really clear data on which video

ads are performing better but just for

the purpose of this I'm just going to go

through and click create campaign and

then from there our campaign is ready to

launch and that's the simple

step-by-step process that you can use to

set up your video campaigns in 2024 and

as a reminder if you did miss any of

those steps all you need to do is to

follow that link in the description

below so that you can get access to my

free Google ads video campaign setup

guide once again thank you for joining

me my name is Aaron Young and I'm from

Define Digital Academy and remember if

you want to stay up to date with all of

these new videos that I'm releasing as

part of my get Google ready for 2024

playlist and this will be the only

playlist that you'll need to learn about

all of the different Google ads

campaigns and how you set them up and

also optimize them correctly in 2024 and

if you want to know every time I release

a new video in this playlist make sure

that you're not only subscribe but you

also turn on that notification Bell and

you can watch all the videos in that

this playlist right here once again

thank you for joining me see you next

time