In the previous blog post, we talked about YouTube SEO, specifically optimizing and ranking your videos. In the third and final part of our YouTube marketing blog post series, you will learn how to create and run YouTube video view ads to drive highly targeted traffic to your Amazon business without breaking the bank.
Pro Tip: Make sure your YouTube video is fully optimized before you start running ads.
Before we get started, I would like for you to create a list of YouTube channels or videos that you can resonate with your eCommerce business. Be it a competitor or a YouTube influencer, write them down in a spreadsheet including channel and video links as we will use them for ad placements. Once done, follow the 3-step process below to create your ads.
Pro Tip: Select YouTube channels that release new videos on a consistent basis or videos with high views and engagements to leverage on their traffic.
1st Step – Navigate to Google Ads
The first step is to navigate to the Google Ads page and login to your Google account. For those who don’t own a Google Ads account, you can either use your current Gmail account or use the email linked to your Amazon business to create a new account. I highly recommend the latter.
2nd Step – Create a New Campaign
Once you have created a new account and entered all necessary billing details to get started, you are now ready to create a new campaign. Navigate to the “Campaigns” tab in the left panel and click on the “New campaign” button as shown in the image below then proceed to the next step.
3rd Step – Campaign Settings
The third step is to customize your campaign settings. Select the “Video” tab as your campaign type, then select “Create a campaign without a goal” so you can construct and customize your campaign step-by-step without a goal’s guidance.
Once done, click on the “Continue” button to proceed to the next step (see image below).
Next, you need to insert your campaign name and ad budget shown in the image below. Similar to your Amazon ad campaigns, be as specific as possible so you can keep track of your campaigns with ease.
As for your daily budget, enter an amount that you are comfortable spending. I suggest starting small but thinking big. You can start with $5 each day and increase from there once your campaign is running efficiently.
The next part is to choose relevant networks for your ads to be displayed. Please only select the following two:
- YouTube search results
- YouTube videos
Uncheck the “Video partners on the Display Network” as we want to keep ads running within the YouTube platform.
Select “English” as the language unless you want to target a different marketplace (i.e. Amazon Japan). Then, you need to enter the targeting location for your ads. Choose the location based on where your Amazon business is located (i.e. US, Canada, Mexico, etc).
The next campaign settings to enter are your bidding strategy, content exclusions, devices, frequency capping, and ad schedule as shown in the image below.
Select “Maximum CPV” for your bidding strategy. With Maximum CPV (cost-per-view), you can set the most you are willing to pay each time your ad is being viewed.
Next, select “Standard inventory” as your inventory type to show ads on content that’s appropriate for your brand. If you have any excluded content you want to avoid such as sensitive social issues or any profanity, you can select them in the “Excluded content” section.
As for the “Devices”, select “Show on all eligible devices (computers, mobiles, and tablet)” for your ad to appear. Keep the “Frequency capping” at none and allow your ad scheduled to run all day long.
Once done, proceed to insert your Ad group name and again, specificity is important for higher efficiency (see image below). Since we are targeting YouTube channels and videos, there’s no need to change the Demographics, Audiences, Keywords, and Topics sections keeping the default settings.
Next in Placements, here is where your list of YouTube competitors or influencers come in handy. Insert the channel or video link and search for your placement targeting. In the example below, I’m targeting ZonGuru’s channel for my video to be displayed whenever someone searches for ZonGuru’s channel or watches their videos.
Pro Tip: Only have one placement targeting at one time so you can customize your ad copy accordingly. Better ad copy will lead to a better click-through rate.
This is as targeted as it gets and the CPV is pretty cheap (average between $0.08 and $0.20 based on ads I’ve run) compared to AdWords, where CPC for keywords could go up to $26 for highly competitive keyword.
Once you have selected your ad placements, the next step is to enter your maximum CPV bid. I suggest going between $0.20 to $0.25 for your maximum CPV bid (see image below).
How can you target other channels or videos without any content? Next step is to select a YouTube video you want to use for your video view ad and select “Video discovery ad” for your video ad format as shown below.
In-stream ads play before, during, or after another video on YouTube or video partners on the Display Network. They give viewers the option to skip the ad after 5 seconds. In my opinion, this is an inefficient way to run YouTube video ads as it is considered as an interruption. Think about it, you are watching a highly anticipated movie trailer then all of the sudden, an ad is shown and you have to wait 5 seconds before you can skip it. How would you react to the ad?
Video discovery ads can appear on YouTube search results, next to related videos, or on the YouTube homepage. They invite users to click on a thumbnail, consisting of an image and some text, to watch the ad.
The next step is to write your strategic ad copy to attract viewers to click through. In the example below, I made sure my copywriting is as targeted and as simple as possible.
- Headline – Got an Amazon Store?
- Description 1 – Discover How to Leverage FB Ads to
- Description 2 – Double Your Biz in 90days Or Less
I won’t go into too many details on writing ad copy as that’s a whole new topic itself. Click “Save and Continue” to proceed to the final part.
Finally, your campaign is all set up and you can continue to your main campaign page to duplicate ad groups targeting different channels or videos.
We discussed the 3 steps to create and run YouTube video view ads to drive highly targeted traffic to your Amazon business without breaking the bank. Be sure to create your very own campaign following all the above steps to avoid running a different type of ads that could cost you more or end up being less effective.
Feel free to share your results and drop a comment below should you have any questions!
Eugene is an Amazon business coach, consultant, and blockchain enthusiast. He helps aspiring and established entrepreneurs build a highly profitable Amazon FBA business so they can unlock their true potential. Learn more about him at https://wiseintro.co/freedomprofitsblueprint?