Introduction to Advertising Platforms: Google Display Ads & YouTube Ads | Stephanie Seow | Skillshare

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Introduction to Advertising Platforms: Google Display Ads & YouTube Ads

teacher avatar Stephanie Seow, Digital Marketer in NYC

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.

      Introduction to Display & YouTube Advertising


    • 2.

      Marketing Funnel & Role of Top Funnel


    • 3.

      Setting up Display Campaigns


    • 4.

      Setting up Display Adgroups


    • 5.

      Setting up Display Ads


    • 6.

      Setting up YouTube Ads


    • 7.

      Ads Optimization and Wrap-up


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About This Class

This class is part (C) of a 3-part Advanced Beginner/Intermediate series to the most popular ad platforms every digital marketer should be skilled in. In this class, I will be walking you through the basics of display and video marketing and show you how to set up a campaign and ads on Google platform for display and youtube video ads. I will be discussing scenarios and tactical decisions with you as we go along the set up process. We will also be learning about the marketing funnel and role of display/video advertising as it pertains the funnel.

This class is a walk through and demonstration of the platforms and is the lead up to my upcoming intermediate class on media optimization strategies and AB testing to improve marketing ROI on these platforms. 

Please follow and stay tune to the future parts of this series where I will be introducing media optimization tactics to you. Thank you for learning with me and I hope you have enjoyed the process of bite-size learning. 

Meet Your Teacher

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Stephanie Seow

Digital Marketer in NYC


Hello, I'm Stephanie.

I'm a digital marketing professional currently based in NYC. I have worked and consulted with a wide range of start ups in North America and APAC regions. Visit my portfolio if you'll like to see more of my work and experiences:

I am also passionate about design thinking and human-centered design. Please reach out if you'll like to collaborate with me on any interesting initiatives. 

Professional work aside, I am a budding nail artist... perhaps some nail art tutorial coming your way too? 

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Level: Beginner

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1. Introduction to Display & YouTube Advertising: Hello, Teoh glasses. My name is stepping on a working professional with experience is started. Check out my bio and visit my personal website. If you're curious to find out more about my work experiences next keys As usual, this class is designed for all terms of banners. Want you to practice and a launch pad to jump start your learning the basics before graduating to a boy. That's concept offered on the others. If at this point you're a complete beginner with no prior background like this, I would encourage you to learn more about it. About the burning in itself. By visiting one of my biggest piece, introduction officials were quick tutorial, or we can before we jump into it, a sighting deeper. And this class is a part of a three part CDs when I walk you through it, a common platform giving you examples off how to set out vigorous types of campaigns on each of these platforms. You free to follow along and go ahead to pause this video. If you need time to set up an account for you to sit back and cruise along this video and follow through my screen shots in this presentation, which you can download as a resource guy at the end of the class when they're ready to explore the platforms at your one pace thistle much longer class than usual. So please consider breaking down your learning into bite size and edible monk on your browser to return to class after each break. Definitely, I'll recommend you to break down and learn to take each part of this three part series one at a time. I'm breaking down that letting process for yourself. You're welcome back to the final part of the sea Mies, where we will walk into, um, we're moving to display advertising and video ads on today's agenda will be talking through multi touch marketing and the role of top funnel brand awareness display campaigns on the difference between that and direct response to speak campaigns. We will also have a little demonstration off how to set up display at um, the school s walking through the different types of display as as we go through the process of doing that, and finally we'll be talking about video evidence, video marketing and the types of YouTube as they're out there 2. Marketing Funnel & Role of Top Funnel: so well, before we jump right in. Let's take a look at our old marketing funnel again, which we have introduced, which we have been introduced in our early Siri's called the introductions to dish your marketing class. So where display and video at sit is most often than not on the top off the funnel, mapping it onto a customer journey, this will be the face out brand awareness and brand consideration. So when should you start on these channels? You might be thinking, um, I think the more appropriate consideration would be What are your objectives with this adds . There are case studies of brands like Casper or Peppery, who dive straight into YouTube ads with the American budget right from the beginning. And there's also other companies whom I introduced this display and video channels at a much later face. So this all highly dependent on your objectives and growth strategy. It is, however, important to bear in mind that the purpose off top funnel channels is primarily to drive brand awareness and purchase considerations. So if you're a direct response advertises, hoping to measure return on this channels via a simple approach off cost per acquisition measurement, then be prepared to court and court failed not because this channels are terrible, but that you're simply measuring their success wrong. 3. Setting up Display Campaigns: So let's start Ruthie Simple display banners. Google is able to host the fulling type off. Two main types of creating creating formats means the image as well as HTML five. Creative. So these are the ones that are typically animated, has and movements and I'm not static, and we start off by asking again, Will be school start off by asking ourselves what our campaign objectives are. Typically, we can approach. Display campaigns were bare Brandon wearing his purposes or direct response. Object this. So for now, let's start with a simple brand awareness campaign. Again, let's pretend arrests going to create a campaign for all fixed, fictitious Finish your company. Minimalist Nomad. The set up here is very similar, with Facebook has the same concepts off campaign at groups or in Facebook is called at Sets and ATS. Let's go ahead to heat that plus button and select detargeting options, and here we see more or less familiar set of options again and starting with the campaign objectives and then the types of as that I wish to run. So go ahead and fill that out and select my targeting methods. I will not suggest at this point to combine any targeting methods because it might result in the paradoxically inefficient small pool off audience, where your ads might not get enough audience exposure to get enough sales. So instead, I would suggest to select one targeting method at a time and, you know, built them into separate campaigns instead or at groups for easier management. And then this way it gives you a clean read on performances. And, you know, especially when you're new to the platform, you might like to see which targeting methods actually works best for you. So, you know, as we move into determining Mathis later on in the set up, this will be the approach that we will be taking. So as you can see, we have the similar set up options. Like such campaigns here on the campaign level, this easy ones like location, languages and always a very straight forward. But next will come to a crucial stat forbidding 40 purpose of brand awareness. We will select two bit on viewable impression because our goal is to get as many people to see how at as possible and next we have budget and delivery where we will choose standard delivery over accelerated to pace the budget spending evenly throughout the campaign duration. We will let Google optimize for the best performing adds, of course, so go ahead to schedule the campaign duration, start an end date and a frequency cap to the entire campaign. Unless, of course, if you have a bigger budget with tons off at variations that you can run, then you can consider capping frequency to an at level or at group level. Otherwise, campaign level will be a good way to prevent at burnout off your audience to your brain. Finally, there some options for content exclusion to measure your at, only to ensure sort to ensure your our only shows to, um, suddenly shows up on sudden brand safe placements. Um, and we're done with campaign set up for brand awareness campaign. Now let's try setting one up for direct response campaign instead when my objective is sales. So again, let's start from the beginning, where we go ahead to select sales as the objective and this play s to campaign type for campaign subtype. Here we will select standard display for now. We will go into Gmail in the later section as we discuss the different types of ads similar as before. We will breeze through with the simpler set up for location, language, etcetera and come to bidding. So here, instead of bidding on impressions or clicks, we will choose to bid UN conversion spaces because we want Google this time to focus on maximizing as much sales as we want and at the target cost per acquisition or cost for sale that will desire. And at this point, it is very easy, I'll say, to get tempted to input a very unrealistic cost per acquisition that you might be daydreaming off. But it's simply too unreasonable for industry standard or your type of service and product . Then you would instead be driving her campaign down a downward spiral into failure. So it is very important to set a reasonable target cost per acquisition to give the right optimization signal to Google that it's visible. And you wouldn't know this s you from your own experience off running different marketing campaign so far on the channels. Or you could also figured it out based on industry benchmark for yourself. Um, so you may also want to perhaps just build evermore conservative and said it a little bit lower than what you have historically seen your cost per acquisition to be and then gradually walk that bit up. If things don't, if you find that you're not getting enough sales and then that way you would have a war, accurate sensing and measurements off your true cost per acquisition. And now that we're done with campaign set up, let's move into at group set up. 4. Setting up Display Adgroups: which is the same for both type of campaign objectives. And here we get this chance to select our targeting tactic s, um, I mentioned earlier on. So in recent times, something that I found very effective has been audience targeting, particularly if you hit, browse and go on to select custom intent and in market options. So this leverages on such intend that Google's machine learning is able to every gate and picked up based on the white number of audience that's been using Google everyday to search for every re stinks. And so Google is therefore able to serve your at to the right audience base under such history and an aggregation off over time off the off their interests. Basically now for in market audience, you can select from the drop down options on this already preset categories of people that Google is able to gather information on and grouped together as an audience pool for the different categories of interest for custom 10 however, you will have to create a new custom intent list based off any combinations of keywords or competitors. Websites where you believe your audience is searching are visiting, so if you're in a niche market. What in market list option might not be a great and safe for you, then customer and 10 will be your best bet, because you can get as granular as can be Aziz to what your specific audiences searching for on the same topic of audience. I will also like to introduce the concept of re marketing campaigns, and this is targeting past visitors or existing customers or users of your website. You can simply set up a remarking campaign by visiting the audience section and selecting the right group of people that you wish. So make sure that before your you're doing this, your website is actually set up with a Google pixel to capture visitors on every important pages that my indicate a user action that is a value to you that you wish to re market. So, for example, if you wish to retarget, all visitors will ever come to your homepage or all the pages or websites. Then you will want your pixel to rest on. Every page is off your website and you want audiences to capture all the audience that have been through any part off any off this pages on your Web pick on your website or if you want to target for signals that indicates a hire purchase intended us of higher value to you, then you might want to make sure that you have your, um, check out page or you're at to Carter Page Pixel for this group of people. And lastly, you might want to also target check out confirmation page where you guys she essentially targeting existing customers from made a purchase on your website. Or if you want to run a purely acquisition campaign, you can choose to exclude existing customers from your campaign by making sure that this group of audience is listed as an exclusion to your campaign. So moving back to add group targeting set up. There are other options besides audience, which also include content targeting and keyword targeting. And this is some of the older, tarting methods which advertises has relied on in the past. Onda has soon actually been taken. Oh, hesitance actually been taken over and efficiency by custom in 10 Target. And as such, we wouldn't be going going into too much detail on those. Finally, we have demographic options which are very straight forward and Lastly, we have the option to expand our targeting but allowing for some level of automation by Google to predict additional suitable audience for you. This might work for some advertisers. While you know, you might be a total disaster for others. So proceed on a small scale to test it out for yourself and then sold. You work your way up there, increasing the level automation So you allow if things goes well for you. Finally, once we are satisfied with targeting, we now come to the at set up. 5. Setting up Display Ads: There are three main categories of creative formats standard in the spinners, which we often most often see responsive at, as well as Gmail At and responsive at might be a foreign concept to most people here. In my opinion, this format can be a huge time and manpower saver. If you're running of a lean team and constrained by time and resource is, it requires only two images in two specs and variations of at copy will go well, then makes a mashed his assets to come up with numerous permutations of ads to serve and to optimize them for the best performance, saving you debt investment on creative and also the time needed to obsessively monitor for creating optimization. That's it. It is a good hygiene practice to remove the lower performing at images or copy. One school has run enough data to actually inform you if this are low performing or good or top before me. So all off your at your assets would be given a rank of bass good and low, and so just watch out for the low performing ones and always switch them out in order to give new assets a chance to be run and then for your campaigns to optimize were higher and more elevated performances over time. Also do not get confused when you see previously higher performing assets suddenly becoming low performing after an asset switch. This is because the rankings are relative to each other, and therefore it will always constantly changes with with any updates to the mix off to the asset mix. So here you will see in my outline off at types that therefore four main types off outs. That is because I've included display smart display at here as being one of the at type, which I had a mentioned earlier. And this is because display a smart display at, is technically a campaign subtype that utilizes three responsive at format, which we have just talked about. So finally we have Jim you ads, which are display asked, that plays into your Gmail inbox and have a slightly different at set up from the ones already mentioned. So although again this I za slightly confusing, bit responsive at can still serve actually into your Gmail inboxes off your audiences harbor, setting out Majima at specifically just offers you that additional at features that are available to Gmail at only which is not offered. If you're just said, uh, if you're just setting up a responsive ad and then choosing to ah, run this ad into Gmail placements. So here are some examples all standard display ads. The way to set them up is just a simple upload. The files which are already designed by a graphic designer itself, the common at Specs s follow. Now let's look at responsive ATS, as we already mentioned a while ago. This is an automated at type where Google will make some match all of your inputs for images and tax and auto. Crop them into the virus at sizes and various permutations, off tags and image combinations. To drive the best results for you, you can simply preview the at rendered across the various placements on the right hand side over here. Next we shall come to the smart display ads which I mentioned before is a campaign subtype that you realize is responsive adds. So the way to set this up will be right from the beginning, off a campaign set up if you're advertising on Google for a while now and have a combined conversions of at least 50 on Google search and or display platforms. Then you will see these third option of a campaign subtype coming available to you. Bidding on Smart display campaign is very interesting because it is designed to be automated and very conversion driven. So you will have the option to set bidding according to the conversions or clicks driving your target C p a or you have the option off conversion value. If Roux s or return on ad spend is what you care about. So for last you will be paying for clicks and state. And now what is? What is awesome about smart, disciplined campaign is that everything is automated from targeting to audience to placements. So there is absolutely nothing more that you need to do other than to decide on the bit and what your target, our ally and budget is going to be. And then from there you'll just be creating assets to upload ING assets to create 1 to 2 responsive ATS. And the process is very similar to how we have created responsive at earlier on. So this might be a love hate relationship for a some market is because with the convenience . It also comes the highly limited, highly limited levers that you can pull to boost performance any further So and additionally, campaigns will appear like a black box to you, where you have no idea what targeting what is actually working well for you in order for you to learn from it or in to apply it to the other. Display tactics or apply apply to insights cross channels to, for example, Facebook platforms. It is, however, a great time saver and proven by many businesses that I know off to consistently achieve their target are a wide one hat, which might help, if you are disturbed by the lack of control here might be to create more smart display campaigns and try to create different, responsive acts around different themes pot ox or messaging. This way, you might be able to deduce what works better and what does not. And last but not least, we arrive at Gmail ads, the final creative type that will be covering in this class again. This said, this is a set up that is done right from the beginning. At a campaign set up process, Um, we will be choosing Gmail as subtype and bidding wise. We have two options here where we can set to click or high quality traffic, and turning is again very similar to before. Be very mindful again and careful off automated targeting and test it out conservatively first, before Skilling it up on. Finally, we arrive at the At component, and here is where we see how it is slightly different to our experience in setting out responsive ATS. Here there is an additional feature to add catalogue images, which makes it very similar to organic newsletters, which audiences typically received for merchants that they are subscribed to on newsletter . And that's it. That is all the set up we need to know to kick off display advertising. And before we go into a short, quick recap on conversion setting, Um, here are some handy short cuts that I would like to mention when you make your display campaign that can make your display campaign set up a Breece. Um, and so once you're half a campaign set up that, um, you find works for you, you can always easily duplicate it for another campaign. If it shares like the same set up, and if the only thing that you wish to very is to creative that you can always go ahead and go into the out level and make that switch and edit on the out level after you simply after you have done a simple copy and pasting off your entire campaign and you can do it on your keyboard. Short cut on Mac This would be a command and D keys. The copy and paste feature is available at all. Level off the set up, meaning you can easily copy and paste ads as well into the other campaigns as well. If you have asked that you would like to run in other different campaigns setups now for those who are new and has not tune into the purest part in this three part series on Google Search marketing, I will do a quick touch on conversion setting for more detail explanation. Please visit part Be off the Siris on which is Google search marketing 6. Setting up YouTube Ads: to ensure that you can run conversion based campaign On this play, you have to ensure that the website has the right tracking set up to track sales. So go to tool and then conversion heat website and then purchase pulling this set up and installed attack that guest generated at the end of it and paste it into your websites template on the check. Check out confirmation page and you're done. And this is how you could easily quickly set up a conversion tracking pixel. Finally, finally, finally, we're down to a last channel, and this is by no means all the dish oh, channels that they are under the sun. But once you have this foundational knowledge that is gained through this three part series , you're pretty much ready to take your studying further by clicking on the resource is that I listed or getting us a certified on this channels and even exploring other channels, which ones along very much with the same type of principles and concepts for video ads. Here's a quick overview off the different types of at placements there available on YouTube . Some I display at placements, as we can see here, while others. Video ads set up is very similar as before selected goal and then select video, and I'll explain what each of this subtypes are. The 1st 1 is capable in stream. These video asked that we see before our YouTube video loads, and we can skip them after you're seeing a few seconds of it. Nonce capable, as its name suggests, are the S that we see before Al video before all YouTube video as again. But however this time we are not able to skip this as, and we have to complete watching the at before the content that we want and watch will load . And that one is bumper as this, a relatively new at four minutes which hat, which last for only six seconds or shorter and announce capable. I would say that this effective for brand awareness campaigns and can drive brand exposure at very low cost and high impressions. Advertisers have become very, very creative this days in telling impactful six seconds stories using this format to drive marketing success without frustrating the viewers. Um who cannot wait to view that YouTube content so bumper adds a very efficient way of doing that out stream and watching videos are your mobile on Lee ads, which appear on partner websites there outside of YouTube, playing in either an app or within content on the page. This, as typically would automatically play on mute Wedneday appear on screen, and users can a mute with a tap. Users can also either school pass or dismissed it when the ad appears. Um, I would I would say that for this type of placements, you might want to be a little bit more careful because, um, you are placing that's outside off Google's environment outside off YouTube. And so you want to test again into displacements carefully and conservatively. Lastly, at sequence this is a much more sophisticated and ah, Sophie's Kate is set up and involve ah, greater storytelling framework that would split up your brand story and to follow up messages in the mix of the above video subtypes that we have gone through so far. So you're definitely also should consider ah, higher budget, since you're trying to cultivate your audience from awareness down the consideration funnel and having your brand India top consideration set in an eight it or on erate unaided, bring recall If you're unsure. And you, at this point, always go simple with in stream ads us capable or non scannable or bumper ATS. Once you have decided, then cruise through the rest of the set up, which is very similar to what we experience in display Bidding shadows. You wise is slightly different. S We have options off CPM and CPI V, which has cost per view a swell as cost per acquisition c p A. Unless you're running a conversion driven campaign, which is less likely so for YouTube. Then, most of the time you will be using a target CPM metric. Be careful when selecting de networks because you will want to consider if consider, consider if you want to select video partners on display networks, as this refers to placements outside of YouTube, so make a selection and content and content exclusions that applies and we come to the end , and now we come to the at Groups section where we will be selecting targeting what is powerful and effective and unique to YouTube. Here are, um, is placements. His placements. There are options for you to select specific YouTube channel, so even videos, if you know exactly which you tuberous content your audiences watching. And finally, for at set up simply up your video at to YouTube. If you have not at this point and include the YouTube, your l and voila, you're all set to run your first YouTube at congratulations. 7. Ads Optimization and Wrap-up: and that is all for display advertising and you to advertising. Ah, big congratulations to anyone who finished a three part series to learn how to kick off their own advertising campaigns on this common channels assess the wrap up. Let's talk through some tips on measuring success for a display and video ATS. So my number one advised for tracking success. It will be to stay focused on your goals and understand the marketing funnel and don't straight. So again as I mentioned, a star of this class is very easy for us to become greedy and to seek more sales out off the campaigns that we have that we're running with the goal off brand awareness in mind. So always don't stray for your help funnel campaigns. Remember that funding campaigns for brand awareness and for seeding purchase considerations So you want to measure the metrics toe irrelevant to discovery and considerations. If you're running low afanah campaigns, which are direct response or sales driven, then you want to measure conversion rate. CPS Wes. You rest targets, so do not mix up. The two always know very clearly where your marketing object this are for each type of campaign that you set up and the ass that you're running and do not attempt to measure any tough funnel campaigns using lower final metrics. Next tip will be to always close the loop. Always retargeting visitors across marketing channels. Eso if you have visitors that are that come from your display asked, but have not made a purchase. Remember to close the loop by returning all of this visitors across Google and other channels like Facebook to make sure that you drive the you drive that visitors down deep purchase consideration, funnel into final into final conversions. And finally, do not see your marketing channels in silos but always picturing them as working together in a synchronized effort to bring customer down that journey of awareness to consideration purchase and advocacy. So you want to check the effectiveness of your upper funnel campaigns in terms of how well it's nurturing consideration for Loa funnel conversions to happen. So maybe you would like to look into our return. Your retargeting campaigns off visitors from your display of video audience more likely to convert when retargeted again with an ad on Facebook or Google versus other mediums off advertising the next components that I would like to talk about will be on media optimization. Still, you might be wondering what other variables that we can be testing and iterating on. So I came out with the following classifications. We quit first on the high level, look into the campaign and campaigns up types. So first you want to ascertain for yourself. It's Google dis Blair YouTube the right platform to reach your audience. Ah, and if so, which is the campaign subtype that work best? So, for example, you know, you might ask, was there smart display? Are responsive ads or Gmail ass actually work better for your audience than the regular display at And depending on what you find out, you want to lean more into those subtypes that work better for you. Next thing would be audience targeting. What are your audience searching for and browsing on the Internet? You need to know you need to try and find out what this are and be able to use. The key was the brands and the websites, then to reach them effectively using the contextual target, using de audience targeting methods that we outlined earlier on. Finally, the last component that I have would be your what I consider creative parables. And these are all the variables exists in the creative that you can constantly be testing and iterating to find the best performing ones for your product or service. And here are the steps to just summarize how typically approach optimization Zoff a campaign towards the goal that I have so obviously, first you need to set up a test calendar and always has only one of two variations at a time. So have it all planned out and have a pipeline so that you know anyone point that after concluding this task, what you'll be testing next and, you know, bringing that learning along to the next test that you're doing. So set up a B testing for every campaign that you run and remember the start brought by finding out which platform and subtype works best for you. And I couldn't continue to hold in a narrow down into testing which targeting tactics were best for each subtype that you have identified and then goo continuous do continuous creative testing and generations on the aesthetic and the effective formats that if I didn't fight and last but not least always keep a good hygiene, I would say by pausing all the ineffective ads and campaigns. Once you have run a sufficient amount of impressions and budget against dose to basis statistically significant and so once you're If I didn't fight goes, pause them, and then that would then allow more budget to go into the ones that are effective, that inefficient in driving you two goals that you want it and that's it for that's all that we have for this class. So for your homework, please try to create a responsive display at um, that's a very fairly easy one to set up and share. Go ahead and share that preview in the in the comments section. And if you have any other questions, also feel free to leave your questions in the comment sections where, um, your peers on myself a dual best to answer those questions. So we have come to the end of the three Putt CVS of introduction to the most common at platforms and the walk through on set up and a little bit of discussion on Technics Off course. There is no way to fully explore every topic that comes up with because technics and how best to set things up is always highly contextual to your business. Object this if you enjoy the class and we should learn deeper about channels through, Frieda had over the resource guy. Upload it and take some of the free and paint classes where you can go to the very top eggs and fingers feels. Father. Get yourself. Certify the respect for once again, Thank you so much for letting with me. And if you're interested to learn more about the passes, and I hope you have an enjoyable