Build Your Campaign
Now we get to work on building your first profitable campaign on YouTube. And this is really exciting because there's been a lot of work going into it so far. And now's the point where you get to build it, and very soon you'll be running your ads on YouTube, which hopefully is very, very exciting. Okay, cool. So let's just give you an idea of what we're going to be covering in this section, because it's part of ad worth and it can look at little bit geeky and can get a bit technical sometimes. But I've made it so it's follow along, follow the process I'm going to share with you, and it should be relatively easy to get these campaigns set up in exactly the right way, ready for you to start getting a lot of profit and a lot of scale at the same time. So we're going to go through four steps when we build any campaign. The first if you're going to build the campaign. Build it out so it's kind of exactly as you want it, and you're going to go live with it. Once you've gone live with it, the...
n you're going to spend a bit of time, once you've got some data coming through, to optimize that campaign. So you're going to be able to work out what's working, what's not working, because you've got the pixels in place. And once you've got that, you can see exactly how much you're spending, where you're spending it, and you decide to turn things off, or you can slow things down a little bit, and you can just have a look at exactly what's going on. Then, when you find some really good numbers and you can see that you're making a lot of money in certain areas, then you might want to scale it up a little bit and I'll show you how to do that as well. And then you can look to expand after that. So these are the four steps, you've got the build, optimize, scale, expand. And expand is really taking in that data, understanding what's working for you, almost at a conceptual level, and what to do about that. What to do once you've got that data in, and how you're going to use that data to keep on building out and getting more scale, and influencing you to go into bigger areas as well, where you're getting some really, really good results. Great, so keep in mind it's BOSE. I keep that in mind as I build out any campaigns because I just know where I am at a stage as we go. But just to recap, let's just take stock of where we are right now. We've created our in-stream ad using that adjucate process, that adjucate model, and we got that YouTube ad now uploaded to YouTube. Great. Then, we've also got those 300 YouTube friendly keywords. Now, you've obviously done the 30 brainstormed keywords to begin with, and then you did 10 titles per keyword. You may have tidied up those titles ever so slightly. But you're at a place now where you've got your 300 YouTube friendly keywords. So you've got your video ad, you got your 300 keywords, and you've got all the prerequisites now to go and build that campaign. So, when it comes to building out a keyword campaign, here's something to keep in mind. First of all, let's say for example when you build the campaign, let's call it an in-stream keyword campaign, because that's what we're doing, we're running in-stream ads, and using a targeting of keywords. And, when we build out the campaign, the campaign is like the container for everything you're going to do. Okay, so you've got your account, and you might have multiple campaigns based on lots of different types of targeting and different offers you might have on your website, for example. So you might have lots of campaigns but when you've got the one campaign that we're going to be building here, it's going to house everything that you want it to. So, it's going to have what's called an ad group inside of your campaign. Now, this ad group is going to contain one of the 30 brainstormed keywords. So you know you have 30 brainstormed keywords? This is going to be the first one of the 30, whichever one that might be. You're going to choose that to be your first ad group and inside of there you're going to grab your first 10 video titles that's going to go with that first keyword. So you've brainstormed a keyword, you've typed it into YouTube, you've got those first 10 titles, and those are going to act as your video titles as keywords inside of your ad group. And inside of your ad group, as well, you'll also include your video ad. So, you've got your ad group, one of 30, because you're going to build 30 of these ad groups, with 10 video titles which act as your keywords, with your video ad inside it. Hopefully that makes sense, because then what you're going to do is you're going to build a second ad group and it's going to be your second keyword this time, so it's the second one of 30 that you're going to do. Again, you're going to use the 10 video titles that are relevant to that second keyword that you brainstormed. It's going to contain the same video ad you've created again. So what we're doing is we're breaking it down so inside of this campaign you're going to have 30 ad groups and you're going to have different keywords for each ad group for the same video each time. Hopefully that makes sense. Now I'm going to show you how to build this stuff out because then when you build into the third one, and so on and so forth, and you go onto the fourth one and the fifth one, all the way until you've built out 30 ad groups in much the same way. The process we go through is to build the campaign, then we're going to add in the ad groups, and then we're going to add the video ad to that ad group. And let's focus, to begin with, on building that campaign. When you get to your ad words account, you're going to see this blue button here. That is there to build a campaign. When you login to your ad words account, and you see that dashboard, you're going to go there, you're going to see this blue button to click a new campaign. So you click that button, and it's going to ask you what type of campaign you want to build. Now of course we're focusing on YouTube ads, so it's going to be a video campaign, so you can ignore the rest of it, just focus in on just building that video campaign. So click on that fourth one along. That's going to take you to a page that looks like this. Now it's going to ask you a few things about what you want that campaign to really be built for. The reason they ask you for an objective for that campaign is they're trying to help out, they're trying to get the algorithm based on all the data Google have, to try and help you get more conversions, it just guides the campaign a little bit in the direction of trying to find more customers that will convert for you. And the one I'd recommend you do, because we're all about RoI here, return on investment, the second one down is their product and brand consideration. Click that one that you can see there. Then the campaign sub-type I would recommend you choose would be a standard consideration. Don't have to worry about why that's the case, just click that one and we're good to go and move onto the next step. Once you've done that, you press continue. It's going to take you through to a page that now looks like this. Again, ad words does a very, very good job of making things look complicated but they're really not that complicated. So it's just their interface isn't the most user friendly. But we're going to see this page and the first thing we can do is we see this section at the top here, we're going to break it down and I'm going to show you exactly what to do. This is an expanded version just so it's clearer to see on the slide here. But again, you've got the products and brand consideration as the goal which is what we decided just a second ago. And then when it comes to your campaign name, type in whatever makes sense to you, but I would definitely include in-stream and keywords. But you might have something about the offer that you're promoting. It could be a webinar or a book, or whatever it is you're promoting. Your first product, or whatever it is. You're going to want to call it something just to make it make sense to you. Product name, maybe, whatever you're promoting, in-stream, and then keywords. So you just know what that campaign is all about, the targeting, the type of ad that you're using, and what offer you're promoting, as well. Okay, so call your campaign something around that. And then you want to choose your daily budget. Now, Google will spend your money and aim to spend exactly that amount, whatever you're happy to spend. Now you can down to $5 a day. You could even go less than that if you really want to. But the thing is, when it comes to your campaigns you're building, you want to make sure you get enough data in. Remember when you first build your first campaign, we're not looking to knock it out of the park and have an amazing campaign on day one. It's very unlikely all those 300 keywords are all going to work. It's much more likely that maybe 10, 15, of those keywords will work for you. The beauty is once you find out which ones are working for you, you'll be able to keep with them and it'll just be constantly working for you in the background. It'll just be that constant, reliable source of new business for you, because you found which keywords are going to work well for you. So, when it comes to your daily budget, I'd recommend spending an amount that you can feel comfortable spending. Some days Google will spend a little bit more than that, some days Google will spend a little bit less than that, and when you're running your campaigns, just be aware of that. Sometimes it might spend $120, $150 even a day if you had it as like $100 for example. Here I've put $50. I wouldn't be surprised if it spend $75 sometimes and then $25 but if you look at it by the end of the month normally it would have been an average of $50 per day across the month. We're advertising, we're spending money here, so just be very, very careful and obviously I want to make sure that you feel comfortable with how much you're spending when it comes to your advertising. Okay, great. So, $50 then. Now, the next section down is when we look at networks. You can leave everything as it is, I'm just going to choose the bits that you need to pay attention to. So as we build this out, these will normally be ticked, all of them before hand, so you need to untick a couple of them. The first one at the top here where it says YouTube search results, it doesn't matter if that's actually ticked or not, because we're going to be choosing an in-stream ad which means it can't appear in the search results. It can only appear in front of other videos. So you can untick it because it's not relevant. And then you want to untick the one at the bottom as well, the video partners on the display network. What that means is you're saying "I don't want my pre-roll ad, my in-stream ad, to run on, let's say, a blog outside of YouTube." You don't want it to run on a video on a blog, for example. You want it just to run inside the YouTube.com website. So it can only appear there. You'll find you get much more reliable results and much better results if you do that. So I would untick the top one and untick the bottom one, and by default that means the middle one will be grayed out because one of them has to be ticked. So it'll be that YouTube videos, which is what you want to be ticked. Once you've done that, you can move on. The next thing down is languages. By default it will be on all languages, but we don't want all languages, we just want what's relevant to our customers. In this instance, I've just put English. Of course you might have customers from all over the world and you don't mind what language they speak. But depending on whatever's most relevant for you I'd stick to the native language that you have on your website. Of course, you might have different levels, you might have different translations of your websites, etc. So you can select more should you so wish. Now, the next one down is locations. This is where you choose where you want to advertise. You can go down to a zipcode, or a postal code, and be very, very specific about where you advertise. You can even do radius targeting to be a one-mile radius around a specific pinpoint if you're running a very local business. And then if you're running a big business you can go international, you can go country-wide, you can go every single country in the world should you so wish. So you can kind of be massive with your advertising, you can be very, very specific, and this tends to work really, really well. So it's very specific. Now they will predefine some audiences based on where your business is based. So for me, it's predicted United Kingdom because that's where I'm based with my agency. And it'll also say "do you want to advertise to London?" and it'll give me some expectations of reach and lots of good stuff as well. Then underneath it says "enter another location", and you can click that and you can choose exactly where you want to advertise. So choose the countries, or the states, or the towns, or whatever it might be that seems relevant to you and your business. Choose those and you can be very, very specific about how you advertise and I would zero in until it was actually where my customers are coming from. Choose your locations in this scenario here. Then what you want to do is go to frequency capping. Now if you click on frequency capping, this is where you say "I don't want my ad to be bombarding people on a daily basis." I see a lot of ads run like that on YouTube, and it's frustrating as a user to go to YouTube and you constantly see this same ad over, and over, and over again. That's a bit frustrating, so if you want to have a better user experience, you want to cap the number of impressions you have per user in order to make sure you're not bombarding your message across to people all the time. And also it can waste a bit of cash at the same time. So be a bit careful with this. And what I would recommend is you go to something like two impressions per day, per user, in your campaign. So that's what I've done here, I've selected two number of impressions. That means your video ad will load twice during your campaigns per day, per user. So no user will see it three times during the day. It won't load up and be a pre-roll ad three times a day, only two because that's where your cap is. And I would recommend you do something like that, you can go a little bit broader, if you went to five impressions per day, if you want to, but you're going to start getting to a point where you're bombarding people a little bit if you go beyond that. So just be a bit careful about it because it can just spend a little bit too much money as well.