The "Advertiser Playbook" was recently created by YouTube as well. It is a comprehensive (122 page) guide to using YouTube and AdWords and contains the most recent (2012) best practice information and tactics for growing large YouTube audiences and boosting website traffic. With lots of tips and assistance on actually producing video content, it covers a lot more than just the advertising aspect of video marketing. Since it describes the entire creative and production process as well as AdWords setup, it is especially helpful for agencies.
This article will walk you through some of the fundamentals of utilizing Google Adwords to run advertisements on YouTube.
How does YouTube Adwords operate?
Adwords for video will place your video in locations where people are already looking for related or comparable content. Many different types of YouTube video advertising now fall under the TrueView brand. There are two primary choices:
1) Have your video appear in YouTube search results.
2) Request that your video be played before, during, or after other videos in the stream.
However, just as with Adwords, merely having a YouTube ad up doesn't guarantee that people will watch your video; it's up to you to make sure your ad and video are worthwhile for viewers to click "play" on.
Cost of YouTube advertising
The amount of money you spend on video AdWords is mostly under your control. Now that all advertisements are pay per view, the method used to count a view varies slightly. You only pay when someone presses the play button on your video if you use TrueView in search or display ads. The user only has to pay if they watch the entire video or the first 30 seconds, whichever comes first, when using TrueView in stream or on a tablet.
Setting Objectives for Video Marketing
You may link Google Adwords results to website goals like sales, just like you can with a regular Adwords campaign. This enables you to assess results by contrasting your YouTube advertising campaigns with those from your other marketing platforms.
Unlike ordinary YouTube videos, you may customize the advertising to link to your website, and you can also add annotations to your videos that contain clickable links to websites other than YouTube (again, this is something not allowed on standard Youtube videos).
You may target your TrueView ads.
Because you will only be targeting those to whom your advertisement is relevant, using the targeting options in AdWords will give you a great deal of control over who sees it. Location, location intent, languages, themes, and audience demographics are just a few of the targeting choices available. Although less intriguing than Facebook's offerings, the demographic targeting capabilities are still rather strong.
You may target your TrueView ads.
Because you will only be targeting those to whom your advertisement is relevant, using the targeting options in AdWords will give you a great deal of control over who sees it. Location, location intent, languages, themes, and audience demographics are just a few of the targeting choices available. Although less intriguing than Facebook's offerings, the demographic targeting capabilities are still rather strong.
Similar to how you may target on the Google Display Network, you can do so using demographic filters in conjunction with keywords or theme topics.
Additionally, you must establish a "maximum cost per view" (CPV) for your intended audience. This is your chance to express your gratitude.
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