How To Run YouTube Ads In 2023 🎥 YouTube Ad Campaign Structure Setup Walkthrough - B2B, SMMA, B2C

All right what's going on everybody Josh pocock here founder and CEO of executive stride in today's video we're going to be looking at how to run efficient YouTube ads how to really structure the basics of a campaign um of AD groups what settings you should use how you should Target how you should scale all right we're gonna dive into it we're not gonna get too too deep this isn't going to be a crazy Advanced video I'm just going to give you

A high level overview of how to set up the architecture the structure and systems for this um and then maybe in future videos we'll dive deeper but let's get right into it [Music] all right so we are in the Google ads account right so if you don't already know Google obviously owns YouTube so when you're running YouTube ads everything is run through Google ads right so when you go here and you create a new campaign um here I'll quickly show you

Your it ranges for you know different purposes what you're running a campaign for but let's just say for example we're running a standard leads campaign so we want leads and conversions so we would do leads and then you could select different conversion goals and you can actually um basically set these up as well you're going to want to set up I'm not going to get into the technical setup of how to run YouTube ad start to finish I may maybe if

You really like this type of stuff let me know and maybe I'll do like a full in-depth video for 2023 going over everything but you're going to continue now if you're running YouTube ads like as you can see here we have search ads we have performance Max display shopping discover you're going to want to use video right so you're going to go video I'm gonna go continue all right so next is where you can start your campaign name your campaign locations

Your language your bid strategy with bid strategy there's Target CPA so tcpa or maximum conversions um there's some other ones as well but uh aren't going to get into those just yet so campaign name you can name that very simple territory so you know us Canada California you know Florida whatever wherever you're targeting right you can enter a specific specific location or whatever uh languages you can select that there Matt so you can either do maximum conversions now maximum conversions is

Going to um the following bid strategies aren't available in this campaign maximum cpv Target CPM or viewable CPM so those aren't available Google ads automatically set your bids to help you get the most conversions within your budget so that's what maximum conversions does now Target CPAs you're going to put in a Target CPA and it's going to with so just to explain what it says here with Target CPA cost per action you set the average amount you're willing to pay for

A conversion from the target CPA you set will optimize bids to help you get as as many conversions as possible some conversions May cost more or less than your target so typically I like using this and we'll put something let's say anywhere from like um you know like 25 30 bucks whatever it really depends obviously what type of campaign you're running for running for you know if you're a marketing agency running for a client or if you're a business running for

Yourself you know you can kind of get the gist there right here it says a typical CPA for a video campaign is between 28.75 Canadian and 49.61 Canadian all right so obviously do the conversion if you're in U.S or if you're in you're using British pounds or whatever do those conversions Euros all that stuff but uh it's gonna be around like 25 20 30 bucks 40 40 bucks depending on what you're using right it could be potentially more but you know

That's typically where we put it at like pretty you want now you want to put it somewhat kind of lower I'd say on the low end um at least that's what we've been doing that's been working because um if you don't it's gonna it's gonna spend a lot more Google's I don't know they want to make more obviously I guess or I don't that's just how the algorithm tends to work so budgets and dates so enter your type uh enter your

Budget type and amount so campaign total you could do and then you could do an end date and you could do like say if we're running it for a month you could do like a thousand two thousand three thousand bucks and it's gonna distribute that now let's say if we're doing daily you know you can do like 400 bucks a day or whatever whatever you're doing um and then you could have a start date and end date if you want or

Just have none there you would just go edit now Networks now okay from my knowledge um if anyone knows this let me know in the comments but from what we've been seeing and what I've been hearing at least like let me show you for example video Partners on Display Network so for cernant so like it says here let me pull this up here as that's loading basically okay so uh Google video partners are high quality published websites and mobile apps where

You can show your video ads to viewers Beyond YouTube video partner Publishers are carefully vetted and must mean Google's inventory quality standards uh video Partners Publishers also need to follow the policies applicable to okay we don't care about that um show as if it's your brand okay there was somewhere basically was it this oh yeah here we go so as of September 30th 2021 new video action campaigns that you create in Google ads use Google Video Partners automatically with video action

Campaigns you can tell uh your brand story with longer headlines and have access to top performing places like YouTube's home feed watch page watch next feed and Google video Partners all within one campaign to ensure you achieve the best performance across all Google networks you won't be able to opt out of Google partner video partners for video action campaigns all right if you want to know what video action campaigns are these are ones that drive more conversions um improve campaign performance

Scale with feasibility so yeah with those type of campaigns like you're pretty much not going to be able to turn these off now typically what I would suggest if you can is to toggle off YouTube search results and toggle off uh video Partners on Display Network you really just want YouTube videos these are going to be that like five second video that plays before a video and that's typically where you're going to get the highest conversions content exclusions Define where your

Ads can be shown to help the content exclusions campaign they've been moved to account level you can find them under content suitability okay so this actually so they've been changing around their user interface so um we'll maybe get back to that I'll show you actually as well how to exclude certain things and I'm also even going to be providing you guys a free list so stay tuned for that a free list of um websites that you or channels that you can

Exclude from your campaign to really boost conversions make sure you're not spending as much all right so stay tuned for that we'll get into that in just a second and then create your ad group so this is where you would create your um you would name your ad group you can add an audience so you go add audience I'm not going to show these audiences right yeah this is a new ad account by the way so this is not the specific

One we use at our company this is a different um this is a different account for something else but uh I'm showing you the same principles that apply um optimize targeting so yeah you can add an audience you can go new new audience now with the audiences I'm gonna give you a tip what I would suggest I'm not going to get soup in this video I'm not gonna dive super deep into how many campaigns you should have how many Target audiences

Etc but what I will say is a good I like a good structure that we follow is basically five ad groups within one campaign each campaign is basically different targeting now each ad group is the same targeting Target targeting so say if I'm targeting California it's going to be California and say if I'm just targeting it on a broad scale it's just all of them are going to be like that even and then some campaigns um because what you're going to

Do is have different targeting per campaign with the same ads same ad groups but um say If one campaign is targeting broad another campaign is targeting like an interest or behavior or like one of those type of stuff um so those within the ad groups that targeting will stay the same but the only difference is it's going to be segmented based on age I'll show you that in a second so you could do custom segments your own data interest and detailed

Demographic so this is where you would go in market segments life events and more um exclusions so you could add remarketing lists um you could do visitors so you could exclude certain things and this is something you may want to do um you may want to do something like this so you're not remarketing to the same people that are you know already took in a specific action now demographic so if you're marketing something that's specific for male or female then you

Can toggle one or the other off but what I would do is say if you're not doing that you can filter you can create five audiences per campaign and you're just literally gonna do the ages so 18 to 24 that's going to be one audience with the same targeting and then 25 to 34. all right and then 20 or then 35 to 44 45 to 54 55 to don't do 64 4 just do 65 plus and then do uncheck that and

Do unknown do an unknown known audience so this is basically uh selecting unknown means that your ads you want your ads to reach people whose gender isn't known and then selecting unknown means that you want to reached where their age isn't known right so hope that makes sense if it doesn't re-watch this all right it's going to give you a good understanding so you're going to add that audience then you would just say let's say if it's abroad you would do

Broad and then uh 24 to 25 that would be one right you would create this and then you would create four others uh that are 25 to 34 35 to 44 55 uh 45 to 54. and then six uh 55 to 65 plus and then unknown some of that whatever whatever I showed initially so hope that makes sense let's just discard this okay I'm not gonna add the audience yet now I'm not going to show you this maybe I will in

A different video you're going to want to set up your YouTube channel and you're going to want to upload the videos unlist them the ones that you want to run as ads and then you're just going to take the URL paste it in here all right once you do that your you can do you can create multiple ads I would say like maybe at least you four to eight um ads right ideally it could be potentially more potentially less but around

That's a good range and then you can there's going to be your headline your short headline your description all that stuff um YouTube you can't like have emojis or punctuation really it's very basic so just keep it pretty simple you know see if you qualify you get your quiz or you know get you know whatever whatever the case is like keep it pretty basic I'm not gonna go over that right now just to save some time um and that's how you

Kind of build out a basic campaign now once you build out the campaign let's go back here uh leave so I'm gonna show you something okay so uh by the way guys if you don't know you can actually change the views so you can have the view up here right where you can have it here uh change view like this so either way and you can just go like this so you know um over here if you're not familiar with Google

I'm not going to do a full overview but yeah overview recommendations campaigns ad groups ads ads and AD sets videos landing pages audiences content settings change history and then a bunch of other stuff right so here is one campaign so we'll go to campaigns and I'm not gonna show you guys the specifics of this campaign this is a campaign that we're just launching um today and so it is low budget at the moment we're definitely gonna scale a lot and also

Two uh we still have to set up our additional campaigns so basically I'm just showing you guys as an example what we would do is we would we can you know copy paste this campaign to duplicate it and then change uh the specifics you can basically just duplicate the campaign and then change the targeting like I said so this is a broad campaign targeting and then the in like I said in the ad groups just split by age and it's the

Same targeting so then we would do a couple specific we would have like ideally we're gonna probably have about six or seven uh at campaigns with these same videos and they're going to be targeting different segments right and we'll be able to get a lot of data based on that right now if I go to ad groups you'll see an example of what it looks like so run a market and we have our um our stuff here 25 to 34. 35

To 44. okay this actually needs to be changed I think this is I think this is unknown I'll have to double check but just I'll double check later but I believe it's unknown okay and save that cool okay and what else there is something else okay so by the way guys when you're editing stuff if you're in the ad group and you're doing settings and Etc you're at at doing editing stuff on a ad group level typically lots of times you're

Going to want to do stuff on a campaign level sometimes like for example you're going to want to set your budget on a campaign level that's why if I go into the campaign all the target CPA is 25 bucks um oh yeah that's the target CPA I was about to say that should be more of the daily ad spend um so yeah Target CPA 25 bucks um but it's that that's because we set it on an ad or on a campaign

Level if I go to settings here okay if I go into this on an ad group level you'll see the target CPA is zero it's like left blank right and that's at least typically how lots of times you want it in this specific case it's how we want it um and then I'm gonna show you one more thing guys just to finish off this video and this is where I'll give you some free goodies here so when you're running your ads

When you're getting placements you don't want placements being put on unqualified channels on like places where it just doesn't make sense so how do you exclude that so one thing you can do is go over here to content you can go to placements now we will go to actually exclusions I believe because yeah they keep changing this interface around so exclusions topic exclusions no it's not topic exclusions you're gonna click up here we're gonna go to placement exclusions I believe um

Let's see yeah placement exclusions then we're gonna go to YouTube channels and then we're going to go to enter all right now let me pull something up for you guys right here I have a list that I'm gonna leave for you guys in the description I believe there's like a thousand or so YouTube channels here now these are all kids channels and you don't want your placements to be on kids channels it just makes no sense so what we're gonna do

Is we're just gonna click here we're gonna copy this and I go over here to placements all right now we're going to place this in so you can see here there is 1020 100 placements we're gonna add that and we're doing this on a campaign level okay so I guess 92 weren't added but you can see here all these YouTube channels we don't want these in here right I would do this actually on an account level oh gosh I messed up

There um okay so do this on an account level because you know why do you want these uh you don't really need these uh kids channels like I said so let me just pull this up again go okay so got those copied over here okay they're here add to exclusions okay there we go and I have a so I'm going to add those and then let me try this oh that's a lot see some extras here okay so got a bunch

Now I'm just going to go save all right so we're adding these placement exclusions on an account level because we don't want these to be placed on these accounts they're just pointless and it's just wasting money all right so that should save you some money um so ideally what you want is you want just a recap the way you structure about this is one way right five add groups within a campaign targeted based on the targeting is the same it's just

Split up by age right and then you want to have about a few different campaigns you can have three to four to seven plus campaigns all right and those are where you're gonna be testing different audiences all right there are a few more settings you can do within the the ad group and uh the campaign and such and stuff like that and we still didn't even go over setting up your conversion tracking you're going to want to use Google tag manager

Ideally um to set that up to make sure your pixel is installed on your websites your track and everything and there's different ways to obviously scale your ads and you know doing maintenance making sure everything's running smoothly cutting the trimming the fat cutting what's not working but this is just a very basic way I wanted to give you guys some really good sauce here um to get your YouTube ads up and running YouTube ads guys there I'm just gonna let you

Know super super valuable reason being if you're run Facebook ads you know how much of a headache it can be at accounts getting banned this that whatever YouTube ads really really good um so definitely recommend checking them out if you're not already and uh yeah that's pretty much it if you want help doing them then you can definitely reach out to our team and uh we you know help help businesses scale in a multitude of ways all right I'm not going

To get into that right now I'm not gonna get into a old sales pitch but if you want more information check out the resources below also too guys if you like this type of content make sure to smash that like button smash the Subscribe button and leave a thumbs up comment down below uh letting us know your thoughts and then also too guys uh we have a group a community called The Stride community so make sure to check that out it's

A hundred percent free group of like-minded entrepreneurs coaches Consultants marketing agencies just like yourself you can get in there get some free resources free help assistance ask questions you know network with myself my team as well as our community and we're really looking to grow it add a bunch of free value in there for the years for this year and the years to come right so boom strikemunity.com link will be in the description and then also two guys if you thought

This was valuable just wait for the six day accelerate your stride challenge I've been talking about for a while now if you're new to this channel it is currently being built so get on the wait list now while you still can while it's available for free six day challenge really really valuable go Link in the description accelerate your stride.com once it drops you just simply opt in once it drops you'll get instant email and text notifications all right so that's pretty

Much it guys alright hope you enjoyed this video I will see you in tomorrow's video keep hustling keep grinding guys and of course accelerate your stride take care hey what's going on everyone hope you're all having a fantastic day to those of you who don't know me my name is Jacob snitman I'm the founder and CEO of ABC Marketing Solutions and a broker within the Burke Financial Mortgage Group now for anyone who's worked in either my Industries I'm sure you're very

Familiar with how stressful things can be how competitive the market is and quite frankly how hard it is to generate some new business for yourself so that being said I'd like to give a huge shout out to Josh's team for being able to do exactly that I originally employed their team actually back in quarter four of 2020 to scale both of my businesses and since the first week of campaigns after we've onboarded they've consistently been able to achieve at least 10

Booked appointments on my calendar for each of my businesses every single week for the last six months now not only has this completely scaled my Revenue but it's also a that helped me better service my clients by giving them more time to focus on their individual needs and B focused on other parts of my business knowing that my lead generation is being completely taken care of and in good hands two other really cool things I wanted to point out is they

Give you access to these two to these amazing tools one is the client acquisition code and the other is the stride accelerated training and both of these were absolutely what I would Define as critical components and helping me scale my business if you're looking to crush your business goals this year I would really really recommend getting in contact with Josh and seeing how him and his team can help you as well hi my name is Franco and I run a marketing

Agency I don't usually do testimonials for people but Josh has and his team at executive stride have taken it upon themselves to basically outwork and outperform every single lead generation firm that I've worked with in the past now most of my clientele is high ticket very high ticket and not only has he been able to generate me a tremendous amount of additional income monthly but him and his team are super supportive and they basically hand you leads on the silver platter

A lot of agencies say that they do this but to put it into executive action and to make that action transferable to you so that you do the easy work and sell them as long as you're a good salesperson you should have no issues with these leads that executive stride is providing you so as far as I'm concerned they're the best locally and the best lead generation firm that I've personally worked with in the past and in the future because I'm

Not going nowhere I'm with executive stride thank you so much Josh this is for you buddy hey Jacob here just want to talk a little bit about executive stride so I actually owned an advertising agency we mostly target e-commerce owners to help them grow their businesses so uh beforehand I was doing email marketing mostly but now I'm also adding LinkedIn with it and after signing up with Josh and executive stride we really things just like took off um especially with the

Leads coming in the messages and meetings actually being booked qualified meetings being booked he helped us kind of develop our sales process and offer a bit more as well but just the platform and their overall experience with with LinkedIn and actually booking meetings and getting leads is is fantastic it actually like we have a small team I actually had too much coming in I had to reel it back a little bit which is a good problem to have so um anyway

Overall great experience would highly recommend Josh and executive stride so if you're thinking about taking the leap go ahead and do it and join the team of winners let's get it hey my name is marketing agency Josh and his team at Executives tried have helped me tremendously with that LinkedIn automation program and its machine in the first two ways I've got 15 booked appointments and close three Deals already when it comes to lead generation and sales process optimization Josh and his

Team at XVideos trade are the best if you are looking to maximize your Roi and take your business to the next level I highly recommend executive stride hello this is my testimonyal for Josh I'm Cass and Josh is very knowledgeable when it comes to lead generation and creating service process in fact in the first three weeks of working with him Josh and his team basically brought me and generated me over 37 books appointment and 13 new clients which is mind-blowing and

I would definitely recommend working with Josh and his team at executive asteroid if you are looking to scale your business don't hesitate to contact him thank you so much and looking forward to working with you further bye guys I have to give a huge shout out to Josh bocock and his team these guys completely changed my business um I came into the industry I started this company called realtor media leads and like starting it up it was really difficult I didn't

Know how to get clients I was cold calling people and I was making like 2K a month I do doing this I had like two clients two Realtors and as soon as these guys jumped on board uh they set me up with this LinkedIn program and it's just been on fire for us ever since like it's been booking us like meetings every single week week after week after week and like it's it's helped me scale my business to now over 20k

Per month and I have to give a few shows to these guys they're seriously killing it and uh if you're looking for some seriously powerful leads like people that are on the call with you that want your service like these guys know how to Target them and get them for you so huge amount to them and if you're not working with Josh I don't know what you're doing hey there I've been I don't recommend Josh and his team I've been working

With them the last couple of weeks and well I tried some programs some courses in the past but I didn't get any results so with Josh and just some other uh of a couple of weeks I was able to land so some clients I was able to land qualified leads with his program quite the client acquisition code book and the executive strike accelerator training uh well as I mentioned before I try some things in the past but didn't get any result

But with them it's just a matter of weeks I learned qualified leads and therefore I land some clients at the end you know it's about numbers it's a numbers game but you have to have the right numbers the right qualify leads so that way you can have more sales so yeah I totally recommend uh Josh and his team and you won't regret working with them and yeah thank you very much hey I am harshal I have been working with Josh and

His team at executive stride for three weeks now since then we have able to book 35 quality leads and close 11 days by using their LinkedIn system they also helping me with Advanced sales and systems building strategies to take through or to scale my business to the next level if you are looking for someone who books more leads for your business then I am highly recommended George and his executive strike they will get your job done