if you want to

drive
awareness
Visit youtube.com/ads for more information
Read
this to
reach
more

Do you want to raise awareness of your brand

by reaching over 2 billion monthly logged-in
users globally on YouTube? Of course you do.

Let’s do this.

03
 Do
With this easy guide, you can:

Discover how to capture

this
attention with the right formats

Create maximum impact with

first
a solid bidding strategy

Reach relevant
audiences

Measure campaign At the start of your campaign journey?

performance accurately First set your goal.

1 Set your goal

Select ‘Brand Awareness and
Reach’ as your campaign goal.

Select ‘Video’
campaign type.

04 05
 Do this if you want
to grab attention
Choose from three different formats or,
even better, create a campaign for each.

Make some notes

Using all three ad formats, each in their own campaign, will maximize
your impact, create efficiencies and capture attention like never before.

Format What is it? Choose it if CPM

1 A video ad, which is 6 seconds

or shorter. Bumpers play before,
You have a short
message (≤6 seconds)
$

Bumper
during and after other videos. and want greater
Viewers do not have the option unique reach.
to skip this format.

2 A video ad, which plays before,

during or after other videos.
You have a longer
message AND want
$

Skippable
Viewers have the option to skip greater unique reach.
in-stream
this format after 5 seconds. As a best practice,
keep your video
30 seconds or less.

3 A video ad, which plays before,

during or after another video. Viewers
You want your target
audience to watch
$$

Non-
do not have the option to skip the your entire message.
skippable
ad. Non-skips are 15 seconds or Best at driving
in-stream
shorter, with the exception of most awareness lift.
of Europe, Mexico, Singapore, India
and Malaysia, which can support
up to 20 seconds.

06
 Do this if you want
your bids to create
maximum impact 1 When you select ‘Brand Awareness
and Reach’ as your campaign goal,
your campaign will automatically
When you start with a campaign goal in default to tCPM bidding.

Google Ads, you’ll see suggested settings As a best practice, your tCPM bid
should be the average amount you
and bidding strategies to help you attain
are willing to pay for that audience
that goal. Target cost-per-thousand to see your ad.
impressions (tCPM) optimizes to help you
reach as many people as possible.

Tip: If you’ve used CPM bidding

before, start by inputting
the average CPM from your
Set up tCPM in one step previous campaign.

What’s next?
Once you input your bid, you will see estimates in the
traffic estimator on the right panel of the campaign setup.
These recommendations will help you spend your budget
as efficiently as possible.
Select your bid strategy
Target CPM

08 09
 Do this if you Don’t do this
want to improve if you want to
your performance extend your reach
Optimize your campaign settings to drive Ensure your ads reach a wider audience by
maximum impact with these must-dos. avoiding these common mistakes.

Want even
more reach?
On average,
Do use a campaign Don’t set an
1 total budget 1 ad schedule
advertisers can gain
20% additional reach
Google Ads will spend your total Google Ads will automatically optimize by adding video
budget over the course of your your ads so that they show at the right partners to their
campaign as evenly as possible. time to the most valuable viewers. YouTube buy.1

Do show your campaign Don’t opt out of

2 on all eligible devices 2 video partners on the
(computers, mobile, tablet Display Network
and TV screens)
Google video partners extend the reach of
This will expand your reach and your video ads to a collection of leading
avoid over-delivering frequency on publisher sites and apps. Including
any one device type. video partners will help you reach new
audiences outside of YouTube.

10 1 Google data, US, Jan - April 2019. 11

 Do this if you want
to reach relevant
audiences
Select from these three audience types
to put your message in front of as many
relevant people as possible.

1 2 3
Affinity Detailed demographics Custom
Reach people based on their Reach people based on Combine keywords, URLs and
specific interests as they facts about their life, apps to create your own audience
watch videos and browse including parenting stages, tailored to your brand.
pages across the web. homeownership status, marital Once you have identified your
status and education. desired audiences, use Reach
Planner to quickly estimate your
campaign’s potential impact.

12 13
 3 pro tips
for reaching 2 Only use one audience category per
campaign, and one audience per ad group

relevant
Stay organized and build frequency by using just one
audience category per campaign — unless you have a
predetermined budget per audience or creative.

audiences Audience Category

e.g. Affinities Campaign

Health & Outdoor

Sports Fans
Fitness Buffs Enthusiasts Ad Group

1 Avoid adding gender and age 3 Exclude audiences you’ve already used
Maximize your reach — don’t add gender Increase unique reach by excluding people who
and age on top of your selected audience. already viewed your ad, if you have multiple
campaigns with different audience categories.
For example: If you target affinity audiences
in Campaign #2, exclude affinity audiences in
Campaign #1 targeted to detailed demographics.

14 15
 Increase
the reach
of your buy
If your marketing strategy also
includes contextual targeting,
create a separate campaign using
specific videos or channels from
the ‘Content’ section.

Never layer keywords, topics or

audience targeting on top of your
content campaign.
Make some notes

17
 Do this if you

C
want effective Connect
video creative Use emotion and storytelling to connect
with your viewers. If you test multiple
versions of your creative, you’ll soon see
Boost the impact of your big idea by what engages your audience.
following this ABCD framework.

A D
Attract
Capture your audience’s attention from the
Direct
start by using tight framing, fast pacing,
introducing human faces early on and Drive brand lift by clearly stating what
using memorable visual elements. you want the viewer to do. For example,
invite viewers to visit your website, watch
another video or subscribe to your channel.

B
Brand
Introduce your brand or product in the first
5 seconds through visuals, like your logo,
Pro Tip
or audio cues, like mentions of your brand
or product by people on-screen. Take advantage of optional features like
extensions and companion banners to
maximize viewer engagement.

18 19
 Do this if you 2

want to measure Find out if your campaign

impacted your brand metrics

accurately Use Google Brand Lift

Understand how your video ads influenced
Use these tools to find out if your campaign ad recall and brand awareness among your
reached your audience, made a positive impact on audience, at no additional cost. Do this before
your campaign delivers any impressions so
your brand metrics and drove business results.
you have an accurate baseline to evaluate
your campaign’s performance.

1 3
Find out if your campaign Find out if your campaign
reached your audiences drove business results

Use Google Ads reporting Use third-party verification Use media mix modeling
Measure the unique reach and YouTube also partners with third Compare the ROI of your YouTube
frequency of your campaign from the parties like Nielsen and Comscore campaign to other digital and traditional
Campaigns page of your Google Ads to compare reach metrics across channels using third-party models.
account. To measure de-duplicated different publishers and networks.
reach across multiple campaigns, Measure across your video buy with a Use A/B experiments
you’ll need to download the report. Nielsen Total Ad Ratings report (US).
For maximum accuracy, wait 72 Test what’s working using search lift,
hours after your campaign ends to geo lift or user lift studies with a
tally your totals. Google Measurement Partner.

20 21
 Congratulations,
you’ve done it
Now do this if you want to learn more.

Visit youtube.com/ads for more play-by-play

tips on how to become an expert at creating
winning ad campaigns on YouTube.

Next in the Do This series:

Do this if you want to

increase consideration
Pick up the next guide in our series, and
learn how to create campaigns that boost
if you want to
consideration among your audience.
increase
consideration

Do this if you want

to inspire action
Complete the set with the final guide
in our series, and learn how to use
if you want to YouTube to spark online conversions.
inspire
action

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