Discover the 8 ways that can help you to promote your YouTube videos by using Google Ads and learn how you can divert traffic to your videos.
If you are a YouTuber and you have got big dreams for your career, then you need to know how to promote your YouTube videos using Google ads.
There are 8 ways to promote your YouTube videos using Google Ads and these include defining your audience, having a clear goal for your campaign, running an Ad campaign on google, using demographics and locations, use YouTube specific Ad formats, creating effective ads, creating placement targeting, and evaluating your video ad performance.
In this article, we will show you why it is important to take advantage of Google ads to promote your YouTube videos.
Table of Contents:
8 Ways to promote YouTube videos using Google Ads:
1. Define Your Audience
Just before you begin your ad campaign; it is very important that you define the exact target audience you want to reach.
When it comes to targeting your audience, we have four main spheres of options to target:
A. The Who
Whenever you are trying to define your target audience, try to choose specific audiences or niches down according to their interests and language, basically their demographics.
For example, you could target 20-30 year-old males who subscribe to fitness channels and watch body fitness videos.
B. The What
This is particularly helpful when you are trying to select or choose from topics that you find to be most relevant to your channel.
You could also go for contextual targeting.
This makes it possible and easy to reach viewers who are searching for specific content.
You could also choose the channel or video on which you would prefer your ads to be shown.
C. The Where
Do well to also define the location of your target audience, their city, region, county, or postcode.
You could even go for a custom location using radius or place of interest.
D. The When
You need to also decide how often your ads are shown and on what devices they are being shown.
If you are working with a limited budget, you may pace the delivery of your ads all through the day.
2. Have A Clear Goal For Your Ad Campaign
You have to clearly define the primary goal of your ad campaign.
Whether you are aiming to grow your audience or expand your revenue, your goal must be clear as this will help to define your ad strategy.
If for instance, your goal is to attract new viewers, then you already know that Google ads can help you increase your channel views and watch time.
When you are targeting more viewers, it is usually helpful to begin broad or wide, before zooming in or narrowing down.
You can try testing topics and affinity audiences to help you target potential fans and then switch your investment to the targeting options that bring you the results you desire.
On the other hand, if your goal is to grow subscribers, it’s a bit different.
If you already have a substantial number of views but have decided it is time to get more subscribers, then you can go for remarketing through Google ads.
What this does is that it allows you to target your video ad to those unsubscribed viewers who have already shown or indicated an interest in your channel by liking, viewing, or commenting on your videos.
If you have a goal to promote a launch, say a new content release, a new album, or series, you can build anticipation early using bumper ads, then you can follow that up with full-length video ads after your launch.
When the launch is done, you can then decide to run more bumper ads to play off with the key elements of your campaign that resonated best with the audience.
If maybe you want to expand your global reach, you can find out where your current audience is tuning in to by checking your demographics data in YouTube analytics.
You can also combine your remarketing with geographic and language targeting in order to reach similar audiences in other countries who would enjoy your channel.
Want to sell some products?
Google ads are available to help you complement other promotion efforts to sell your products.
You can also take advantage of the cards which serve to connect viewers to products that they have already viewed in relation to the video that they are currently watching.
You could also reach new audiences with cross-promotion.
If you join efforts with and collaborate with another creator, you can target each other’s audience.
3. Run An Ad Campaign On Google
This can help you drive more views and subscribers to your channel.
You can also decide to run an ad campaign for your videos on YouTube using Google ads.
This way, you can create an ad that shows up before a video starts, or shows up alongside a video on its watch page on the YouTube platform.
This is really quite simple to do.
You simply create your ad, set your budget, and target your desired audience.
The great news is that there is no minimum amount to running your ad, plus, you can change your ads, targeting, and budgets at any time.
You can also decide to end your campaign whenever you want.
This is especially easy to do when you know your audience.
This way, you can create amazing videos to offer value to that audience, and promote your videos with AdWords to help you.
Just make sure to have videos that offer quality content, because when this is in place, plus targeting the right audience, Adwords can give you the extra momentum you need to promote your videos.
Thankfully, setting up an AdWords account is free, so once you sign up, the next thing to do is to link your AdWords account to your YouTube channel.
To do so, click the tools, billing, and settings icon.
Then select Linked Accounts and click YouTube.
Follow the on-screen instructions to complete the process.
Once you have completed the setup, you are set to create a new campaign in AdWords.
Select campaigns at the left-hand column.
Then click the + sign icon in the blue circle and select the New campaign from the menu that appears.
In the campaign type screen that shows up, select the video option.
You may then proceed to choose one of the two goals for your Adwords campaign or create the campaign without a goal.
Product Brand Consideration: You can use this goal to make your ad appear in YouTube search results as people search or shop for products, we recommend this goal for promoting a tool, product, or service to likely consumers.
Brand awareness and Reach: Your ad can reach a lot of people when you select this goal or option, and this can happen at a small amount of money, however, you will not appear in the search results and we recommend this goal for vloggers who are interested in having their videos show up to new viewers and subscribers.
4. Use Demographic And Location Targeting
You can also promote your videos using demographic and location targeting.
Maybe your audience is already engaging with your video content every day.
To reach your target audience, you will need to refine your audience as thoroughly as possible.
When people are signed in from their Google account, you may use demographics derived from their settings or activity on Google, depending on the status of their account.
Some sites may provide you with demographic information that users share on certain websites like social networking sites.
When you use AdWords for your demographic targeting, you can have successful ads that bring your target audience to your videos.
The demographics include:
- Household income
- Parental status
If you want to create a campaign with demographic targeting, go to create campaign>video>Brand Awareness & Reach>standard Awareness>people (Demographics).
5. Use YouTube Specific Ad Formats
You can use YouTube-specific ad formats.
These ad formats and interactive elements give you a variety of methods to encourage your viewers to engage your content further.
We have different YouTube specific Ad formats:
A. The TrueView Instream
This ad will immediately immerse viewers in your content, after about 5 seconds, they can decide to keep watching or skip the video.
In this case, you pay when a viewer watches 30 seconds or the whole duration if it is shorter.
Or you pay when they interact with your ad.
You can also use this format when you want your video to appear before, during, or after other videos on YouTube.
B. TrueView Discovery
This ad type appears next to related YouTube videos, on YouTube search results, or on the YouTube desktop and mobile homepage.
In this case, you pay when a viewer clicks your ad and starts to watch your video.
You can also use this ad to reach people during moments of discovery when they are searching or browsing videos.
C. Bumper Ads
This ad is about 6 seconds or shorter and it plays before, during or after another video.
In this case, viewers cannot skip the ad and you pay per CPM, i.e., each time your ad is shown 1000 times.
You can use this format to reach viewers widely with a short, but unforgettable message.
You can also add interactive elements to your video ads to drive deeper engagement.
Choose the options that best support your campaign goals.
6. Create Effective Ads
Well, when it comes to this one, there is no one-size-fits-all.
There is no single formula to a perfect video ad, but we have some recommendations to help you achieve your goals:
- Share your story: Bumper ads are great for quick messages, but people really want something deeper, like your story; you can use TrueView ads for longer narratives.
- Make your first 5 seconds count: the first 5 seconds will determine if viewers will keep watching or not.
- Show it in different ways: you can create multiple ads and test them across audiences and devices.
- Drive your interactions: you can improve your brand awareness and drive engagement by using interactive elements.
- Craft a friendly title: your viewers may be influenced by your title; this is often the case; so make sure you make it count!
7. Consider Placement Targeting To Promote On Other Channels
You know by now that there are hundreds of popular channels for every niche you can think of on YouTube, you can position yourself to attract viewers from these channels with AdWords placement targeting.
How does this work?
Simple, make sure you do your homework and carry out enough research to know what channels and content creators your target audience is already subscribed to.
Then go ahead and target these channels with your ads.
We also advise that you do not limit your research to AdWords’ internal search.
Carry out your research outside of AdWords to decide which popular YouTube channels are driving engagements among your target audience.
Then go ahead and target them with placement ads.
8. Evaluate Your Video Ad Performance
Remember that you get the best results when your targeting is done right.
You can monitor the performance of your ads on the ad analytics in your AdWords dashboard and pay attention to:
- View rate
- Percentage view rate until 75%
- Watch time
- Engagement (likes and comments)
Also, keep an eye out for redundant keywords in your ad group setup.
Make sure to also crosscheck your video content, making sure it grabs attention in the first 5 to 10 seconds.
These are the ways you can promote your YouTube videos using Google Ads.
We believe that you found this article useful.
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Anita is a part of Weshare’s writing team. She has social media marketing experience for over 4 years and has been writing in-depth guides and articles about marketing, social media, and online education for the past 7 years.
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