WEBVTT 00:00.110 --> 00:05.030 In this video, I want to begin walking you through the ad creation process. 00:05.030 --> 00:07.340 And as you can see, there's a bunch of steps here. 00:07.340 --> 00:12.830 And in the upcoming videos, we're going to go through each of them in detail, at least each of the 00:12.830 --> 00:13.550 important ones. 00:13.550 --> 00:17.480 And obviously the first important thing is the video campaign. 00:17.480 --> 00:19.780 That's your type now the campaign name. 00:19.790 --> 00:22.700 This is important because they're going to give you a default. 00:22.730 --> 00:28.760 Delete that default, because what you're going to end up with is many campaigns over time. 00:28.760 --> 00:31.910 And they're going to be hard to find in your campaign list. 00:31.910 --> 00:34.970 So you want to make it a very descriptive name. 00:35.000 --> 00:41.240 So if you're promoting some product like XYZ product, that's what you name it, just make sure you 00:41.240 --> 00:42.560 don't leave this blank. 00:42.560 --> 00:51.080 Or you can also have XYZ product version 1.0, so that if you ever have ads for X, Y, z product version 00:51.080 --> 00:57.350 2.0, if that one is appropriately named, you'll be able to easily and visually separate them quickly 00:57.350 --> 01:03.710 instead of if you give them confusing names, then you're going to end up sorting and sifting through 01:03.740 --> 01:05.750 your Google Ads campaigns and waste a lot of time. 01:05.750 --> 01:08.540 So this is basically going to just save you time long term. 01:08.540 --> 01:12.950 Now the very next thing here is the bid strategy. 01:12.980 --> 01:16.280 Let's keep that for now because that requires its own video. 01:16.310 --> 01:22.130 What I want to actually talk about is the budget and dates, because this is a source of a lot of confusion 01:22.130 --> 01:23.180 and questions. 01:23.180 --> 01:28.790 First of all, some people have a budget of like $5 and some people have a budget of like $10,000. 01:28.790 --> 01:33.560 And the question I get usually is how much should I spend per day? 01:33.590 --> 01:38.660 Now you can spend very little, like $1 per day and that'll be fine. 01:38.660 --> 01:41.060 Or you can spend a dollar in your campaign. 01:41.060 --> 01:46.580 But these tiny figures are just going to give you inconclusive ad results. 01:46.580 --> 01:48.560 So it's kind of a waste of money in a sense. 01:48.560 --> 01:56.810 What you want is to get enough views so that you can collect enough data to base future decisions on. 01:56.810 --> 02:04.190 And so what I would actually do is instead of campaign total, what's often more useful is the daily 02:04.220 --> 02:05.000 spend. 02:05.000 --> 02:08.990 And in the daily spend, let's say you spend $10. 02:08.990 --> 02:16.280 And the way to calculate how much of a daily ad spend you need is by how expensive your ads might be. 02:16.280 --> 02:23.720 Right now, we haven't chosen our bidding yet, but let's say you're going to get $0.20 per view. 02:23.720 --> 02:28.010 And of course, some niches are more competitive and expensive. 02:28.010 --> 02:32.030 Some niches are less competitive and expensive, some countries are more expensive, some countries 02:32.030 --> 02:33.890 are less expensive in which you advertise. 02:33.890 --> 02:35.600 So this varies highly. 02:35.600 --> 02:39.320 But on average, let's say you're going to pay $0.20 per view. 02:39.350 --> 02:42.170 That means $1 is five views. 02:42.200 --> 02:44.540 That means $10 is 50 views. 02:44.660 --> 02:49.790 So at the budget of $10 a day, you're approximately going to get 50 views per day, which is okay, 02:49.790 --> 02:51.350 but not tremendous. 02:51.440 --> 02:57.230 And of course, later in the course we're going to discuss how to get very, very inexpensive views. 02:57.230 --> 03:02.330 But just as a word of caution, you don't always want that because sometimes you want to pay a premium 03:02.330 --> 03:05.690 for more engaged, better targeted viewers. 03:05.690 --> 03:09.470 So it's not always about getting the cheapest views in marketing. 03:09.470 --> 03:16.010 The focus is usually on the best targeted audience, not the cheapest audience. 03:16.040 --> 03:17.210 Remember that. 03:17.210 --> 03:21.620 In any case, if I set a budget of $10 per day, you're going to get 50 views. 03:21.620 --> 03:25.940 And so if you have a little bit more of a budget, you can increase that to $20 per day. 03:25.940 --> 03:29.930 So you can get 100 views and see how do they behave. 03:29.950 --> 03:32.030 Are they giving thumbs down, thumbs up? 03:32.040 --> 03:33.590 Are they moving on to the next step? 03:33.590 --> 03:39.500 So if you're telling them to take next steps, you can kind of get some results. 03:39.500 --> 03:45.140 And what this is going to allow you to do is you can start adjusting your ad a little bit. 03:45.140 --> 03:49.190 Like this might run for three days, let's say, or two days. 03:49.190 --> 03:54.800 You might come in and see, well, some demographics aren't performing well, so I'm going to target 03:54.800 --> 03:59.240 them less and other demographics more, and you can begin to make adjustments on the fly. 03:59.240 --> 04:02.000 We're going to of course, talk about that later in the course. 04:02.000 --> 04:08.900 So again, the urge here, the desire by students is to have a low daily budget, but that's just going 04:08.900 --> 04:13.550 to extend the number of days after which you get results. 04:13.550 --> 04:16.820 The higher the budget, the sooner you start to get results. 04:16.820 --> 04:23.000 At some point, if your budget is too high, like let's say it's $100, well, you don't need to spend 04:23.000 --> 04:30.470 $100 to get your initial data because the initial $100 in the initial data is just information for you 04:30.470 --> 04:35.420 to make a change in your ad, because what you're going to do is experiment, experiment, experiment, 04:35.420 --> 04:36.980 adjust, adjust, adjust. 04:36.980 --> 04:39.800 And $100 may just be overkill. 04:39.800 --> 04:48.130 So something like 10 to $20 is good if you approximately get on average, a view for $0.20. 04:48.140 --> 04:55.130 But if you get a view for much lower than that, you would adjust your budget lower according to how 04:55.130 --> 04:57.380 much it costs on average to get a view for you. 04:57.380 --> 04:59.870 And if this is your ad, I know you're going to want to. 04:59.970 --> 05:06.440 To succeed on day one with ads, but the ads is kind of an experimentation game, so what you're going 05:06.440 --> 05:10.190 to want to do long term is just for whatever total budget you have. 05:10.190 --> 05:14.000 Let's say you have $1,000 in total for all your tests. 05:14.030 --> 05:21.140 Well, you want to just give yourself room for enough experiments so that by the end of that ad spend, 05:21.170 --> 05:27.710 you find ads that work because you will have tested one kind of an ad, another kind of an ad, another 05:27.710 --> 05:29.780 kind of an ad, one adjustment, another adjustment. 05:29.780 --> 05:33.920 And from all those adjustments, you'll be able to see, oh, some adjustments are working far better 05:33.920 --> 05:34.880 than others. 05:34.880 --> 05:42.800 And really, that's your budget allocation to give yourself as many intelligent experiments as you can 05:42.800 --> 05:46.250 afford without panicking too early. 05:46.250 --> 05:52.100 Like let's say early on, you give yourself a budget of $1,000, you get excited, and then a few days 05:52.100 --> 05:54.800 in, you've spent 100 or 200 or $300. 05:54.800 --> 05:55.400 Maybe. 05:55.430 --> 05:56.690 Maybe that's a week in. 05:56.690 --> 06:00.020 And then you think to yourself, hmm, well, I'm kind of spending a lot of money. 06:00.020 --> 06:01.220 It's hard to earn. 06:01.310 --> 06:03.230 Maybe I should stop the ad. 06:03.230 --> 06:05.930 So you've kind of stopped short of your budget. 06:05.960 --> 06:11.240 You didn't get conclusive data on what works, and you didn't come up with an ad that works. 06:11.240 --> 06:12.860 And so it's the worst of all worlds, right? 06:12.860 --> 06:16.910 You wasted money without a long term plan for your ads. 06:16.910 --> 06:23.750 So be realistic when you pick the total campaign budget for you, realistic regarding what your true 06:23.750 --> 06:26.870 budget is without completely stressing yourself out. 06:26.870 --> 06:34.190 And then just make sure to space out the ads so that you can get plenty of experiments before you run 06:34.190 --> 06:35.810 through your ad budget. 06:35.810 --> 06:39.620 And last thing here setting the start and end date. 06:39.650 --> 06:46.880 Usually I don't like to set an end date because if I end up making an ad that actually works out well, 06:46.880 --> 06:48.170 I don't want it to end. 06:48.170 --> 06:54.830 And what I can do is just manually check to see if the ad is running well. 06:54.830 --> 06:57.470 And if it's not well, I'll just manually turn it off. 06:57.470 --> 07:04.070 So that's what I do, in case you feel like you're too busy and you might forget that you're running 07:04.070 --> 07:09.890 this experiment, you can set an end date, or maybe you have a seasonal promotion and there's a seasonal 07:09.890 --> 07:10.700 end date. 07:10.730 --> 07:17.630 You can set an end date, but generally speaking, if you're monitoring and testing your ads, which 07:17.660 --> 07:23.210 implies that you're going to be looking at your ads every day and seeing the results, setting no end 07:23.210 --> 07:27.620 date and manually turning the ad off is often preferable. 07:27.620 --> 07:32.360 So that's the campaign names and budgets consideration. 07:32.360 --> 07:38.690 And in the next video, we're going to move forward and keep on looking at other parts of the YouTube 07:38.690 --> 07:40.370 ad campaign creation.