Youtube: 4. Buy

There are two possible ways of executing the Media buying for Youtube. You can buy directly on Google Ads within the YT account or use Google Ads Editor.

In reality, the best option is to combine both as Google Ads Editor has functionalities (copy-paste) which severely decrease the time needed to setup campaigns. 

When creating a campaign on Youtube, also make sure that you are using the approved Naming Convention that will help you later with campaign analytics, identification and Digital Scorecard updates.

How to create a campaign on Google Ads: 

  1. Go to Google Ads and select the correct YT account

  2. On campaign level, Click on the blue ‘+’ button  and select ‘New Campaign’

  3. Based on the goal of the campaign and/or the Ad formats which have been chosen during the Media Planning phase, a Campaign goal needs to be selected. Select the correct campaign goal and campaign type:

  1. Fill in the correct campaign name according to the Naming Convention

  1. Select the correct Bidding Strategy: Bumpers and non-skippable video formats use Target CPM bidding while the skippable in-stream video format uses CPV bidding

  1. Budget and dates: Make sure you always select Campaign total when filling in the campaign budget. Using campaign total will ensure that the actual spend will not be higher than the budget stated in the media plan. A daily budget should only be used if it’s necessary to increase the budget to obtain a Brand Lift in the first week(s). 
    Start date cannot be changed once a campaign has been created, end date can be changed. 

  1. NetworksOnly select YouTube videos as the network to advertise on

  1. LanguagesSelect the correct language of the local market

  1. Locations: Select the correct location of the local market. It can be with some markets that there is a preference to only advertise within a couple of regions. YouTube allows to go as granular as cities. If there are many locations, there is an option to upload the cities/regions in bulk. 

  1. Content exclusions: make sure the content exclusions below are selected at all times in order to protect brand safety:

Brand safety is a set of measures that aim to protect the image and reputation of brands from the negative or damaging influence of questionable or inappropriate content when advertising online.

  1. Click on Additional settings to set up device targeting & frequency capping:

  1. Device targeting should be done on Ad Group level, no selection is needed on campaign level

  2. Frequency capping should be done as followed: 

    1. Impression caps: 2 to 3 per week

    2. View caps: 4 per month (only applies for skippable in-stream video format)

  1. The campaign has been set up, proceed by setting up the Ad group.

How to create an Ad group on Google Ads: 

  1. You can create an ad group immediately when you are setting up the campaign or at a later stage

  2. Demographics: It’s important to exclude the ‘Unknown’ options from both age & gender.

  1. If it’s the first time that a tribe is used for your market, you’ll need to manually create the pre-defined audience. Afterwards, this combined audience is saved for later use as well.The  Audience file can be found at the end of the BUY section*

  2. To guarantee brand safety, it’s necessary to include topic exclusions. The topic exclusion list is similar for every market. As the list includes 36 topics it is very in-efficient to exclude topics on Google Ads since there is no option to bulk upload. Therefore, this should be done on Google Ads Editor. Topic exclusions can be done after the Ad set has been set up. 

  3. Select the correct CPM/CPV bidding amount. This can vary from market to market. If it’s the first time you set up a campaign, we recommend starting with the following bids:
    Target CPM: €5
    Max CPV: €0.05
    If there have been already campaigns set up for your market, use historical data to determine the right Target CPM & Max CPV.

  4. The ad group has been set up, proceed by setting up the Ad. 

How to create an ad on Google Ads: 

  1. Go to the correct campaign and select the correct ad group

  2. Click on the blue ‘+’ button  

  3. Insert the Youtube URL which should be provided by the local market. 
    If necessary, add UTM tags to the URL. Google provides a good tool (https://ga-dev-tools.web.app/campaign-url-builder/) to build URL’s with UTM tags.

A Youtube ad should always have a working URL included. Make sure that a destination URL has been agreed with the local market. If the URL is incorrect, the only way to change it is by creating a new ad. 

  1. It’s advisable to integrate a CTA within the ad. The CTA should be provided by the market, as it has to be in the local language.

The CTA can be max 10 characters long and the Headline 15 characters long. 
Find an example below:

Click Save ad to confirm your ad submission. It will then be sent to moderation that can take up to 1 business day. Read more about the ads approval process here. If your ads remain “under review” even after 2 business days, you should take contact with Google support.

Lastly, if there is sufficient budget, it’s advisable to always run Brand Lift studies.

  1. Go to Tools and select ‘Lift Measurement’

  2. Click on the blue ‘+’ button  

  3. Fill in the BLS name and select the correct campaign: 

  1. Fill in the Survey questions, make sure you have aligned with the local market what metrics have to be measured (ad recall, awareness, consideration, etc... ). In addition, competitors should be aligned as well.

  2. Lastly, the more metrics you want to include, the higher the campaign budget has to be for the BLS to work. This budget requirement can be found on the right side:

In some cases, when it’s needed to have multiple metrics included, but there is insufficient budget, you can upweight the daily budget in the first week to make sure we hit the minimum requirements. Make sure to decrease the budget after the first week has ended, in order to not overspend vs the agreed budget in the media plan. 

If Lift Measurement is not active yet on your Youtube account, reach out to our Google Account Manager. Activating lift measurement can take up to 1-2 weeks. Note that lift measurement is not available in all countries.

The second way of Media buying on Youtube is by using Google Ads Editor. The main advantages with Google Ads Editor, you can copy-paste campaigns - or part of campaigns (targeting, exclusions, ..) - which increases efficiency. In addition, there is also the possibility to create campaigns & ad groups offline.

Currently, Goal selection is not possible with GAE and therefore it’s suggested to create a shell campaign with Google Ads with Goal selection only and move forward with GAE for the next steps in creating a campaign/Ad group. 

Make sure that the Google Ads Editor application has been installed on the computer. Download the application with this link. If installation is not possible, create a CLIO-ticket to ask for IT support.

How to create a campaign on Google Ads Editor: 

  1. Create a shell campaign on Google Ads (Step 1-4 from "How to create a campaign on Google Ads)

  2. Open GAE and select the correct YT account in the Accounts Manager tab. 

  3. Make sure to always download the latest data before starting to make changes:

Select ‘All campaigns’ and press OK. Now GAE should be up-to-date on your campaigns and should include the shell campaign which was created on Google Ads. 

  1. Select the shell campaign and start filling in the information on campaign level on the right side:

  1. Fill in the correct campaign budget & make sure that budget type is set to campaign total.

  2. Bid strategy depends on the video format used. For bumpers & non-skippable video ads, the bid strategy is Target CPM. For Skippable in-stream video ads, the bid strategy is Manual CPV.

  3. Campaign type depends on the Video ad type used.

  4. Search Network, Search Partners and Display Network should be disabled

  5. Select the correct start & end date.

  6. Only change ad schedule when it is agreed upon with the local market

  7. Device targeting should be on Ad group level. 

  8. Frequency capping:

    1. Impression caps: 2 to 3 per week

    2. View caps: 4 per month (only applies for skippable in-stream video format) 

  9. Language should be the local language only & Location targeting can be selected on either country level or if necessary regional level. 

  10. Follow the content exclusions listed below:

  1. Set targeting method to ‘People in or regularly in your targeted locations’

  1. Scroll down until Video settings is visible, only select YouTube videos. 

How to create an Ad group on Google Ad Editor:

  1. Double click on the campaign to go to the Ad Group level.

  2. Click on ‘Add ad group’ & give it the correct name according to the Naming Convention

  3. Fill in the correct Bidding. Target CPM for Bumpers & non-skippable in-stream video, Max. CPV for Skippable in-stream video.

  4. Click on ‘Keywords and targeting’ to proceed with creating the ad group:  

  5. Select Topics Negative. Now either go to a previous campaign or go to a recent campaign from another market and select all Negative topics by using the following keyboard combination: “CTRL A” and then “CTRL C”, now go back to the campaign and do ”CTRL V”. Now all negative topics have been inserted efficiently. 

  6. Add the correct audiences

  7. Only fill in the negative Age & Gender. 

  8. The ad group is ready, if a second Ad group needs to be created, (e.g. if you have both horizontal and vertical video ads and want to restrict device targeting) Copy past the ad group and give it the correct name. 

  9. If the Campaign and Ad group have correctly been set up, these can be uploaded to Google Ads by performing the following 2 actions on campaign level

    1. Go to Account and select “Check changes”, if no errors occurred, you can go to the second step. If an error has occurred, fix it and select “Check changes” again. 

    2. Go to Account and select “Post changes” 

  10. The campaign has been successfully uploaded and can be viewed in Google Ads. 

To create an ad, follow the “How to create an ad on Google Ads” part of the YouTube Media Buying Playbook. 

*Please find below the targeting we are currently using on YouTube:

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