HOW TO RUN

ADS ON YOUR
COMPETITORS’
VIDEOS

www.crispvideo.com/legal 2282 Defoor Hills Rd NW, Ste 150

Atlanta, GA 30318
404.267.9240
 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

Advertising on YouTube

There are quite a few ways to stay ahead of your competition when it comes to marketing
– however, some of them can become very cumbersome and can be rather expensive.
What if there was a simple, cost-efficient way to get in front of the eyes who are literally
looking at your competition? It’s possible with YouTube ads. Here’s a step-by-step tutorial
from your friends at Crisp Video on how to implement this marketing tactic on YouTube.

STEP ONE: INTEGRATE YOUTUBE ACCOUNT WITH A GOOGLE

ADWORDS ACCOUNT

If you are already running or have an account set up with Google AdWords, be sure that your
AdWords account is tied to your YouTube account. If you don’t yet have an AdWords account,
it’s very easy to set up. Go to adwords.google.com and follow the instructions to create your
AdWords account – if you already have a general Google or Gmail account
(i.e., youremailaddress@gmail.com), you can use that account to create your AdWords
account.

After you’ve confirmed your YouTube account is tied to your overall AdWords account, make
sure you are logged in and your video ads are uploaded to your YouTube account. Once your
videos are ready you will need to create a new campaign.

STEP TWO: CREATING A CAMPAIGN

On the “campaigns” tab as shown below, click the red “campaign” button to get started.

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 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

Choose the “Video” option for YouTube ads.

Name your new campaign and choose its purpose – this should be what your goal is (i.e.,
driving views, conversions, etc.).

Choose a daily budget that you feel comfortable spending. We recommend starting small
-for example a maximum of $25/day- to see how it performs initially. Keep in mind that
YouTube ads are cost-per-click (CPC) based, so you will only incur costs when an ad is
clicked on. Thus, you will not necessarily use all of your daily budget; it is simply a maximum
to indicate to Google as a threshold.

Next, choose the networks you want to target. In this example we have unchecked “Include
video partners” because our competitors are running only on YouTube, so targeting external
networks is unnecessary.

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 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

Additional targets to choose are the geographic location of where you’d like your ad to run as
well as the languages your desired audience speaks and the devices they use.

There are also Advanced Settings you can use to customize when and how often your ads
are delivered; this includes frequency capping, which creates a limit as to how many times
your ad is shown to the same person.

If you are confused at any time by these targeting and setting options, mouse over the “?” box
to read a helpful tip.

STEP THREE: ASSOCIATING THE CREATIVE AND LANDING PAGES

You are halfway finished!

At this point, you want to name your ad group and either search for or copy/paste the URL of
your video. This is how creative assets are associated to the ads you’re setting up.

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 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

From there, choose whether you want your ad to show before the viewer can see the video
they searched for (this placement is called In-Stream), or if you want the ad to appear with
the search results displayed on the right (this placement is called In- Display).

You will then see a large preview where you can customize your URL and thumbnail options
and choose where the ad sends viewers who click on it.

Pro Tip: We recommend using third-party tracking URL tags for more detailed tracking
if you have multiple campaigns running. This enables you to see detailed results of your
campaign and if it’s generated a positive return (whether it be traffic and/or leads). You
can retrieve these tracking URLs from either a marketing vendor or CRM platform that you
are already working with.

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 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

Next, choose the maximum you are willing to pay for each click. YouTube ads are served via
a bidding (or auction) system, where your ads compete for placement with others, and the
winning bid’s ad will be shown. If the bidding auction levels are lower than your maximum bid,
your ad will be charged at that level if clicked on – you will not automatically be charged the
maximum bid (it is based on the marketplace value at that point in time).

We have set a fairly high bid at $0.30 with a 25% flex for popular channels/videos to help us
get started. AdWords has estimated our views along with an expected average cost-per-view
(CPV).

Pro Tip: It is worth mentioning that simply increasing your maximum bid will not necessarily
increase your views; however, it will increase how quickly you run through your daily
budget.

Running a CPC YouTube campaign requires regular monitoring and adjusting until enough
information is gathered to make the right decisions for a truly optimized program.

STEP FOUR: CHOOSING THE CHANNELS

Here is the final step in this process, where you tell AdWords what channels to play your ad on.

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 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

You can choose to target by either search Keywords (will display ads to people who are
actively searching for a specific topic or company; this is more user query related) or video
Topics (will display ads based on the topic tags a video is uploaded with; this is more
contextually related).

You can select “Add Manually” to copy and paste the URL of the videos you want to target, or
you can “Search for Placements” to find videos and channels to target specifically. Click the
double arrows to select a video or channel for targeting.

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 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

When you are finished, click through at the bottom and it will show you your brand new ad
and ad group on your AdWords “campaigns screen” under the “ad groups” & “ads” tabs.

We recommend spending some time digging around the AdWords platform and familiarizing
yourself with the process. When your Ad is approved (usually within one business day), you
will begin to see results and can make decisions for future campaigns.

If you need to make updates or changes on the fly to your campaigns or creative, you can
edit the ad and ad group at any time.

For more information and to reserve a no-commitment consultation with the experts on the
best video marketing strategy for your firm, visit us at crispvideo.com/legal.

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 HOW TO RUN ADS ON YOUR COMPETITORS’ VIDEOS

SUCCESS STORIES

“The first month my videos were fully up

& running I netted over $50,000 in sales;
easily the best month I have ever had! “
Dan Stockmann
View Their Video Stockmann Law
Omaha, NE

“People constantly provide positive

feedback my videos and that they were a
positive influence on their decision
Jocelyn Stewart
to hire me.”
Law Office of
View Their Video Jocelyn C. Stewart
Tacoma, WA

“My video easily brought about a 10x ROI

in less than a year. It had an instant impact
and our firm was profitable very quickly.”
Angus Lee
Angus Lee Law Firm
View Their Video
Vancouver, WA

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 Attorneys who produce videos with Crisp
Video see an average return on investment
of 300% and a 2-10X increase in their
average case values.

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today? 

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