Set Up Google Ads Video Campaigns | Youtube Ads Guide for 2024
Summary
TLDRIn 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
🎥 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.
🛠️ 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.
📈 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.
Mindmap
Keywords
💡Google Ads
💡Video Campaign
💡Hook
💡Desire or Problem Solving
💡Product or Service Introduction
💡Authority
💡Call to Action (CTA)
💡Maximized Conversions
💡Bid Strategy
💡Audience Targeting
💡Optimized Targeting
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
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