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Video (YouTube) Campaign Setup Checklist

1. Objective 

To guide the setup of a Video campaign on YouTube and Google’s video partners to achieve specific goals such as increasing brand awareness, driving consideration, or generating direct conversions.

2. When to Use this SOP

  • When you have compelling video content to promote.
  • When you want to engage users visually and dynamically on the world’s largest video platform.
  • Applicable for all stages of the marketing funnel.

3. Prerequisites & Inputs

  • [ ] Video Content: The ad video(s) must be uploaded to a YouTube channel.
  • [ ] Ad Copy: Headlines, descriptions, and a Call-to-Action (CTA).
  • [ ] Landing Page URL: The destination page users will visit after clicking the ad.

4. The Step-by-Step Setup Checklist

  • [ ] 4.1. Objective & Campaign Type:
    • Action: + New Campaign > Select an objective > Select Video as the campaign type.
  • [ ] 4.2. Select a Campaign Subtype:
    • Action: Choose the most appropriate subtype for your goal.
    • Popular Subtypes:
      1. Drive conversions: Optimizes for actions like sales or lead form submissions (uses skippable in-stream ads).
      2. Video reach campaign: Maximizes reach at a low cost (uses Bumper ads, skippable in-stream, or a mix).
      3. In-feed video ads: Ads appear natively alongside related videos, in YouTube search results, and on the mobile homepage.
  • [ ] 4.3. Bidding & Budget:
    • Action: Choose a bid strategy based on your selected subtype.
    • Examples: Target CPA (for Drive conversions), Target CPM (for Reach), Maximum CPV (Cost-per-view).
  • [ ] 4.4. Networks:
    • Action: Select where your video ads will run.
    • Best Practice/Setting: Initially, select only YouTube. Deselect Google video partners for better control over placement quality.
  • [ ] 4.5. Targeting:
    • Action: Set up audience and content targeting. Options are similar to a Display Campaign but within the YouTube ecosystem.
    • Note: You can target specific YouTube channels or videos via Placements.
  • [ ] 4.6. Video Ad Creation:
    • Action:
      1. Paste the URL of the YouTube video you want to advertise.
      2. Select the ad format (e.g., Skippable in-stream ad, In-feed video ad).
      3. Write the Final URL, Display URL, Call-to-action, and Headline.
  • [ ] 4.7. Final Review:
    • [ ] The video URL is correct, and the video is set to Public or Unlisted.
    • [ ] The ad format and CTA are appropriate for the campaign goal.
    • [ ] The network is limited to YouTube (if intended).

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