The Complete Guide to YouTube Advert for Marketers (2/2)

Last Updated on March 20th, 2019 at 10:56 am

Youtube adverts

Continuing with some guide to Youtube advert for marketers…

How to set up video adverts on YouTube

When you have uploaded your advert footage to YouTube, you will need to set up a campaign with targeted viewers.

Setting up your campaign

  1. Click on Campaigns on the main toolbar.
  2. Click on the +Campaign button, then New campaign.
  3. Choose Video as your campaign kind.
  4. Establish your campaign goal and subtype.
  5. Name your campaign.
  6. Enter your budget.
  7. Enter the locations and networks where you need your advert to appear, as well as the locations and networks you’d like to exclude.
  8. Enter your target audience’s language.
  9. Name your advert group.
  10. Establish your bid amounts.
  11. Establish your target audience.

Targeting the right audience

Build a YouTube advertising campaign in Google Adwords and benefit from the interactivity between these 2 search giants. It’s like killing two birds with one stone: when you have built your YouTube video advert marketing campaign in Adwords, you could use insights gained from YouTube to remarket to new viewers within the Display Network.

Here’s the full list of targeting choices for video adverts on YouTube:

Demographic group

That is the standard suite of demographic filters: age, gender identity, parental status, and household revenue.

Detailed demographics

Get even more granular by focusing on particular audiences within your demographics. Select from marital status (single/in a relationship/married), home ownership (owner/renter), education (high school/bachelors), and parental status (parent of infants/toddlers/preschoolers/grade schoolers/teenagers).


Discover the right viewers by targeting based on search history and personal interests.

Affinity audiences

This kind of targeting is for firms who promote their merchandise on TV and want their marketing campaign to have an online presence. It’s much like interests targeting, however, casts a wider net. Affinity audiences embody groups like people excited about PC gaming, or people who collect dolls.

Custom affinity audiences

This builds on affinity audiences, providing more particular targeting. Instead of people who like cooking, custom affinity audiences may assist you to target people who regularly search for barbecue equipment.

Life events

People’s buying habits and brand preferences change once they reach certain milestones, like graduating from college, getting married, or having a baby. Targeting your viewers by life event permits you to hone in on these important moments and market accordingly.

In-market audiences

Target your YouTube advert to people searching for products like yours. Google determines whether somebody’s “in-market” for services or products based on advert click on history, conversions, search historyand the way usually somebody’s searching particular terms.

Custom intent audiences

Target people whose search terms indicate they’re on the verge of creating a purchase.

Video re-marketing

Target an audience based on a) whether they have watched other videos on your channel, and b) which ones they have watched. That is particularly helpful as you could really zero in on parties. Extra info on retargeting here.

Placement targeting

This means selecting to place your adverts on unique channels, videos, apps, websites, or placements within sites (like YouTube channels, and websites on the Display Network.) Tip: Keep in mind you could track the performance of your individual ad placements in AdWords—go through these frequently and remove any low performers to optimize your marketing campaign.


Target your video adverts to achieve a range of videos, channels, and websites related to topics of your choosing.

Keyword targeting

Target people based on their search terms. For instance, when you sell plant food, you may target people asking Google why their plants are not thriving.


Target particularly by screen (desktop/mobile/smart TVs).

Setting your video campaign live

You are nearly done! When you have zeroed in on the right audience, it’s time to set the marketing campaign live.

  1. Choose the YouTube video you have posted for this marketing campaign.
  2. Choose your advert format (In-Stream or Discovery).
  3. Click on Save and Continue.

Congrats! You are ready to roll with your first TrueView campaign.

Setting up a bumper advertisements campaign just about follows the same steps, only you will want to click on the “Bumper adverts: 6-second video adverts” option, rather than In-Stream or Discovery. For full instructions on making a bumper adverts campaign, take a look at Google’s guide.

Non-video advert formats on YouTube

When you aren’t ready to produce your own video adverts—or wish to create your existing video adverts interactively—you could promote on YouTube with overlay adverts, display adverts, and sponsored cards.

Overlay adverts

YouTube overlay ad example

When you are running a reservation sponsorship campaign, you could set up overlay adverts on partner videos.

YouTube overlay adverts are banner ads that you will usually see running along the bottom of a video. They could be easy text adverts or visual banners.

For info on the way to set up overlay adverts, see Google’s helpful guide.

Display adverts

Display adverts seem above the video suggestions list. They could be managed within AdWords, permitting you to double up with the Display Network for max reach.

YouTube display ad

Cards and Sponsored Cards

Cards are small CTA pop-ups you could set to seem within the YouTube player. Use these to add interactivity to your videos.

YouTube cards are efficient because they are an unobtrusive method to promote while also driving actions from viewers. Cards only increase to their full size once they are clicked (i.e., when the viewer is ).

YouTube sponsored card

How to add cards to a YouTube video:

  1. Navigate to the Creator Studio on your YouTube channel.
  2. Click on Video Manager and choose a video to add a card to.
  3. Click on Edit.
  4. Click on Cards.
  5. Click on Add Card.
  6. Choose the kind of card you want: Video or Playlist to advertise other content on your channel, or Link to send the viewer to a sales page with a sponsored card.
  7. When you have created your card, you could select where and when it appears on the video.

YouTube advert specs

Right here’s a fast rundown of YouTube advert sizes for every sort—video and non-video.

Video advert requirements (TrueView, Non-skippable, and Bumper adverts)

  • Video Codec: H.264, MPEG-2, MPEG-4
  • Audio Codec: AAC, MP3
  • Resolution: 640×360 (19:9 aspect ratio) or 480×360 (4:3 facet ratio)
  • Frame Rate: 30 FPS
  • File Size: 1 GB max

For TrueView adverts showing in YouTube’s search outcomes and in the Display Network, you may also select from 4 auto-generated thumbnail previews.

Overlay advert dimensions and specs

Overlay adverts have one required picture which will seem over the lower 20 % of a video. When you pick an animated image file, hold the animation loop under 10 seconds.

  • YouTube Advert Dimensions: 480 px by 70 px
  • Advert picture type: PNG, JPG, GIF (static or animated)
  • Advert picture size: 150 KB max

Display advert specs

You could embrace animated GIFs in your display adverts, however, the animation loop has to be 30 seconds or under. In case your creative has a black or white background (even partially), a visible border highlighting the advert’s clickable area is required.

  • YouTube Advert Dimensions: 300 px by 250 px
  • Advert picture type: PNG, JPG, GIF
  • Advert picture size: 150 KB max

Sponsored cards dimensions and specs

With sponsored cards, you want to pick a picture that clearly displays your product. Write a convincing CTA to accompany it.

  • YouTube Advert Dimensions: variable (1:1 facet ratio)
  • Advert picture sort: PNG, JPG, GIF (could be animated)
  • Advert picture size: 2MB max

Moreover these technical requirements, YouTube has a list of rules and regulations around what kinds of content material they will permit on the platform. Keep these top of mind when you are concepting your adverts.

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