YouTube Ads Playbook

Complete Campaign Build Guide To Launch
Engaging Video Campaigns
YouTube Video Ads

ACT Playbook
Marketing
Consulting
Paid Media Collection JasonWhailng.com

YouTube
Ads YouTube Ads Playbook
Welcome to your YouTube Ads Playbook! This guide and

checklist is designed to help you kick start your campaign
building and side step common beginner mistakes.
How To Use
On each page you’ll find boxes where you can enter and
save your information. It’s important that you manually
save this PDF everytime you modify a page to insure your
changes aren’t lost.
Formula Overview
As you build out your first few campaigns keep this guide
handy to ensure you always use the proper campaign
settings and formulas.
Accelerate Your Results

Check out the YouTube Ads Formula to quickly craft
conversion ready video ads🔥 Click Here To Learn More
© ACT Marketing, LLC - Copying or Sharing This Presentation is Prohibited - Assume all links are promotional
Campaign
Structure YouTube Ads Playbook
Campaign Structure
When designing your new video ads campaign, it’s vital you pay
attention to every detail of your campaign settings. One wrong click and
your ads can show up in the wrong country or your budget drained by
random views. Below is a detailed table of our recommend campaign
settings for your first few campaigns.
You can always change your settings AFTER you’ve collected data to
guide you.
Campaign Structure: Campaign Type

Campaign Goal Create campaign without a goal’s guidance
Campaign Type Video
Campaign Subtype Custom Video Campaign
Campaign Structure: General Settings

Campaign Name FC#| Video Or Offer Name [Views/Leads]
Bid Strategy Maximum CPV

Target CPM
Budget Type Daily

Campaign Total
Budget $2.5 - $10 per day
$2.5 per day is $78 per month

$5 per day is $155 per month
$10 per day is $310 per month
Start Date - End Date Start Next Monday - End 2 Weeks From Monday
Campaign
Campaign Structure: General Settings

Networks YouTube Search Results
YouTube Videos
Video Partners On The Display Network
Locations Enter Another Location > Advanced Search:

Targeting ONE Country: Enter All States, Territories, Provinces
Targeting ONE State: Enter All Counties
Targeting Local Area: Enter All Zip Codes
Languages Same Language As Your Videos
Ad Schedule Only Set For Phone Calls & Store Hours

Maximum of 6 Time Blocks Per Day
Campaign Structure: Content Exclusions

Inventory Type Expanded Inventory
Standard Inventory
Limited Inventory
Excluded Types & Labels Embedded YouTube Videos Select digital content labels to
Live Streaming Videos exclude: NONE
Games
Related Videos Skip
Campaign
Campaign Structure: Additional Settings

Devices Set specific targeting for devices:
● Computers
● Mobile Phones
● Tablets
● TV Screens
Advanced targeting for mobile phones (Skip)
Frequency Capping None
Ad Schedule All Day
Third-Party Measurement Skip
Audience
Targeting YouTube Ads Playbook
Ad Group Targeting
ONE TARGETING PER AD GROUP! Ad groups are where you tell Google
who you want to see your videos. When creating ad groups only have
one audience, channel, keyword, or video per ad group.
Due to reporting restrictions you won’t be able to identify your best

performing audiences if they are combined in the same ad group.
Ad Group Targeting: Bid

Your starting bid should be $0.05 to $0.30 per view. Start at $0.10 for in-feed and $0.30 for
in-stream. If you don’t have any impressions after a few days double your starting bid.
Ad Group Targeting: Demographics, Segments, Keywords, Topics, & Placements

When creating your campaigns, all of your ad groups should use the same type of targeting. If
you want to test audiences and keywords, then you’d have a campaign for each. For example if
your running campaigns to generate leads and you wanted to target in-market audiences and
custom intent audiences you’d need two campaigns:
Campaign A: Custom Intent Audiences

Campaign B: In-Marketing Audiences
Audience
Ad Group Targeting: People

Targeting options allow you to target specific groups of people based upon who they are and
their behavior. Please see Google Ads for the most up to date list. Examples below.
Location + Location + Location +

Demographics
Service Affinity
Service In-Market
Service
*Who They Are* *Interests & Hobbies* *Planning To Buy*
Parents, Couples, Banking, Beauty, Food, Apparel, Arts, Auto,
Education, Employment Home, Garden, Media, Baby, Beauty, Services,
Homeownership... Politics, News, Sports, Dating, Tickets, Food,
Tech, Travel, Cars... Finance, Electronics...

Life Events
Service Combined
Service Custom Intent
Service
*Big Life Changes* *Custom Combinations* *Here’s Your Blueprint*
Business Creation, Pets, Combine Audiences To Create Audiences Based
Job, Marriage, Retire, Create Your Ideal Upon Past Actions...
Buy Home, College, Avatar...
Moving...
Audience
Ad Group Targeting: Content

Targeting options focuses on the type of content you want your ads to run on. Unlike ‘People’
here Google looks for related content to show your ad with. Best for channel growth.

Keywords
Service Topics
Service Top Channels
Service
*Related Terms* *75+ Content Topics* *Channels & Videos*
Google find content Choose the content Choose specific videos
related to your listing topics your customers and videos you want to
of keywords... are interested in (long show your ads on...
list of options)...
Audience
Lead Generation Campaign 1: Combined Audiences

If your goal is to generate leads and sales, start with a custom intent audiences campaign.
Identify 3-10 keywords your ideal customers are likely typing into YouTube. These can be ‘how
to’, ‘reviews’, and even competitor product names.
Your goal is to create an audience full of people actively researching your offers topic. Google
will use this information to find people interested in what you sell and run your ads to them.
Since this is a sales/lead generation campaign use in-stream ads only.
This campaign will only have two ad groups:

Ad Group A: ‘People with any of these interests or purchase intentions
Ad Group B: ‘People who searched for any of these terms on Google’
Use the same set of keywords for both ad groups.
People With Any Interest/Intention People Who Searched On Google
Ad Group Name Here Ad Group Name Here
Keyword List Here... Same Keyword List Here...
Audience
Lead Generation Campaign 2: In-Market

For your second leads/sales campaign test out relevant In-Market audiences. Review the latest
options from Google and make a list of every In-Market and Life Event audience that may be
relevant to your business. Choose 3-5 to start with for your second campaign.
One targeting option per ad group AND all ad groups should be one targeting type.
Audience
Channel Growth Campaign 1: Affinity

Using Affinity audiences is the quickest way to create a campaign to grow your audience and
subscriber base. Review the latest options from Google and make a list of every Affinity
audience that may be relevant to your content. Choose 3-5 to start with for your first channel
growth campaign. Use In-Feed ads for growing your channel.
One targeting option per ad group AND all ad groups should be one targeting type.
Audience
Channel Growth Campaign 2: Big Channels

Once you have an Affinity audiences campaign running, targeting similar channels with more (or
the same) in-feed ads is the next type to test. As a general rule, you want to group channels by
size so that your budget is spread out evenly. The smaller the channels, the more you’ll need for
your campaign.
Example campaign setup:

● Campaign I: Channels Over 500K
● Campaign II: Channels 100K - 500K
● Campaign III: Channels Under 100K
Audience
Channel Growth Campaign 3: Mid Size Channels
Audience
Channel Growth Campaign 4: Small Channels
Audience
Campiang #: Extra Campaign Template 1
Audience
Campiang #: Extra Campaign Template 2
Ad Copy
Craft YouTube Ads Playbook
Ad Copy Craft
Effective ads enter the conversation in your prospects minds by speaking
to the key features and benefits of your offer they care about. In-Stream
ads to clearly identify who the ad is for in the first 30 seconds.
The longer you run ads, the more important your ad copy will
become. Click Here To Copy A Proven YouTube Ads Formula
Ad Copy Craft: Ad Anatomy

In-Stream In-Feed
Plays BEFORE Organic Videos. Pay After 30 Seconds Viewers Click Thumbnail. Pay For All Views
In-Stream In-Stream
Call To Action: Direct Link To Your Website Companion Banner Remains After Ad Plays
Ad Copy
Ad Copy Craft: In-Stream Ads

Start with In-Stream ads when your campaign goal is leads or sales. The key to effective
in-stream ads is using the first 30 seconds to clearly communicate who that ad is for, and more
importantly who it isn’t.
When writing, create multiple Hooks so you can test what grabs viewers attention and gets you
the most clicks. Click Here For Advanced Training To Crafting Compelling YouTube Ads
Ad Copy Formula
< 30 Hook + Unique Selling Proposition

Call Out Who The Ad Is For And The BIG Result Delivered Or Roadblock To Be
Seconds
Broken. Then Clearly State the Unique Selling Proposition Of The Offer...
< 15 Call To Action + Intro

Tell Viewers EXACTLY What To Do Next And Quickly Introduce Yourself With
Seconds
Credibility Proof...
45 -60 Benefit + Roadblock

Present Benefit Of Taking Action, Results Within Reach, And Handle The Top
Seconds
Objection. How Can They Break Through Roadblocks To Enjoy The Results...
< 15 The Myth (Difference)

Debunk A Common Myth, Remove A Limiting Believe, Or Take A Contrarian
Seconds
Stance To Achieving Success...
< 15 Call To Action Endscreen

Restate The USP And Tell Viewers EXACTLY What To Do Next. Leave Endscreen
Seconds
With Positive Outro Music So Viewers Can Click...
Ad Copy
Ad Copy Craft: In-Stream Ads

Keep Your in-stream ads to 3 minutes and since you don’t pay for the first 30 seconds use that
time to clearly identify who the ad is for and eliminate everyone else so only those who are a
good fit for your offer keep watching.
Have 15 - 20 seconds of endscreen to give viewers time to click on your ads. The only difference
between Ads A & B should be the first 30 seconds; your ‘hook’ to see which performs best.
In-Stream Ad A In-Stream Ad B
Video URL...
Final URL Final URL
Display URL Display URL
255 255
Call-To-Action Call-To-Action
10 10
Headline Headline
15 15
Companion Banner (computers only) Companion Banner (computers only)

Dimensions: 300x60 pixels. Maxim file size: 150KB Dimensions: 300x60 pixels. Maxim file size: 150KB
Ad Name Ad Name
Ad Copy
Ad Copy Craft: In-Feed Ads

Always re-upload the content videos you want to promote as unlisted so the poor watch times
from ads doesn't hurt your organic reach.In-Feed ads are great for growing your audience or
using in a remarketing campaign.
In-Feed Ad A In-Feed Ad B
Headline Headline
Description Line 1 100 Description Line 1 100
35 35
Description Line 2 Description Line 2
35 35
Ad Name Ad Name
255 255
In-Feed Ad C In-Feed Ad D
Headline Headline
35 35
35 35
Ad Name Ad Name
255 255
Ad Copy
Ad Copy Craft: Extra In-Stream Template 1

Final URL Final URL
255 255
10 10
Headline Headline
15 15

Ad Name Ad Name
Ad Copy
Ad Copy Craft: Extra In-Stream Template 2

Final URL Final URL
255 255
10 10
Headline Headline
15 15

Ad Name Ad Name
Ad Copy
Ad Copy Craft: Extra In-Feed Template 1
Headline Headline
35 35
35 35
Ad Name Ad Name
255 255
Headline Headline
35 35
35 35
Ad Name Ad Name
255 255
Ad Copy
Ad Copy Craft: Extra In-Feed Template 2
Headline Headline
35 35
35 35
Ad Name Ad Name
255 255
Headline Headline
35 35
35 35
Ad Name Ad Name
255 255
Experiment
Cycle YouTube Ads Playbook
Experiment Cycle
Once your campaign is running wait 7 days or at at least 1,000
impressions before you start making changes. Your goal is to find the
best audience targeting and video ad combinations. If an audience or
video is under performing, just pause it and move on with the ones that
are working.
Experiment Cycle: Optimize Setup - Campaigns

Recommend columns for your campaigns view. Remember to save them as a preset for easy
future reference. Definitions provided by the Google Ads Glossary
Performance
Clicks When someone clicks your ad, it's counted here.
Cost Cost is the sum of your spend during this period.
Impr. An impression is counted each time your ad is served. Impressions help you understand
how often your ad is being seen.
CTR Click Through rate (CTR) measures how often people click your ad after it's shown to
them, which can help you understand the effectiveness of your ad.
Avg. CPC Average cost-per-click (Avg. CPC) is the amount you've paid for your ad divided by its
total clicks. If your ad receives 2 clicks, one costing $0.20 and one costing $0.40, your
average CPC for those clicks is $0.30.
Experiment
Performance (Continued)
Avg. CPV Average cost-per-view (avg. CPV) is the average amount you paid each time someone
viewed your video ad. It equals the total cost of all views divided by the total number of
views.
This differs from maximum CPV, which is the most you're willing to pay for an ad view.
Views A view is counted when the following occurs, and varies by format: a person watches 30
seconds of your video (or the duration, if it's shorter than 30 seconds) or interacts with
your video.
Eligible interactions vary for each ad format, and include clicks or taps on
calls-to-action, cards, companion banners, thumbnails, or logos.
View Rate "View rate" measures the percentage of people who watched your video after they first
saw the video or thumbnail. It equals the number of views your ad receives divided by
the number of impressions, including thumbnail impressions for in-feed video ads.
Video Played "Video played to" measures what percentage of viewers watched to that point in the
to: 25%, 50%, video.
75%, 100%
For example, if "Video played to 25%" is 30%, it means that 30% of viewers watched at
least one-fourth (25%) of your video.
Conversions
Conversions "Conversions" shows the number of conversions you received after ad interactions
(such as text ad clicks or video ad views) from all actions you've included in this column.
Cost/ conv. Cost per conversion (“Cost/conv.”) shows the average cost of a conversion. It’s your cost
divided by your conversions.
Conv. rate Conversion rate (“Conv. rate”) shows how often, on average, an ad interaction leads to a
conversion. It’s “Conversions” divided by the interactions with your ad.
Experiment
Competitive Metrics
Display lost IS "Display lost impression share (rank)" is the estimated percentage of impressions on the
(rank) Google Display Network that your ads didn't receive due to poor Ad Rank.
Ad Rank determines your ad position and whether your ad is able to show at all. It's
calculated using your bid, quality, and the expected impact of ad formats.
Display lost IS Display Lost impression share (budget) estimates how often your ad didn't show on the
(budget) Display Network due to low budget.
What it means: Display Lost IS (budget) is the estimated percent of times that your ad
was eligible to show on the Display Network but didn't because your budget was too
low. This estimate is updated once a day.
What to do: If you want to capture more impressions, try raising your budget.
YouTube Earned Actions

Earned An earned subscriber is counted when someone views your video ad, then later
Subscribers subscribes to your linked YouTube channel, within 7 days of the initial view. You aren't
charged for earned subscribers.
Earned Views An earned view occurs when someone views your video ad, then later watches another
video on your linked YouTube channel, within 7 days of the initial view.
You aren't charged for earned views. Multiple views from the same person are counted
as a single earned view.
Reach Metrics
Avg. impr. Average impression frequency per user (7 days)” is the average number of times a
Freq. / user (7 unique user was shown an ad from your campaign. For each day in your selected date
days) range, this metric takes into account the past 7 days and shows the average frequency
for those days.
Use this metric to better understand how frequently a person was shown your ad
within a 7-day period.
Experiment
Experiment Cycle: Optimize Setup - Ad Groups

Recommend columns for your ad groups view. Remember to save them as a preset for easy
future reference. Definitions provided by the Google Ads Glossary
Performance
Clicks When someone clicks your ad, it's counted here.
Cost Cost is the sum of your spend during this period.
Impr. An impression is counted each time your ad is served. Impressions help you understand
how often your ad is being seen.
CTR Click Through rate (CTR) measures how often people click your ad after it's shown to
them, which can help you understand the effectiveness of your ad.
Avg. CPC Average cost-per-click (Avg. CPC) is the amount you've paid for your ad divided by its
total clicks. If your ad receives 2 clicks, one costing $0.20 and one costing $0.40, your
average CPC for those clicks is $0.30.
Avg. CPV Average cost-per-view (avg. CPV) is the average amount you paid each time someone
viewed your video ad. It equals the total cost of all views divided by the total number of
views.
Views A view is counted when the following occurs, and varies by format: a person watches 30
seconds of your video (or the duration, if it's shorter than 30 seconds) or interacts with
your video.
View Rate "View rate" measures the percentage of people who watched your video after they first
saw the video or thumbnail. It equals the number of views your ad receives divided by
the number of impressions, including thumbnail impressions for in-feed video ads.
Video Played "Video played to" measures what percentage of viewers watched to that point in the
to: 25%, 50%, video.
75%, 100%
Experiment
Conversions
Conversions "Conversions" shows the number of conversions you received after ad interactions
(such as text ad clicks or video ad views) from all actions you've included in this column.
Cost/ conv. Cost per conversion (“Cost/conv.”) shows the average cost of a conversion. It’s your cost
divided by your conversions.
Conv. rate Conversion rate (“Conv. rate”) shows how often, on average, an ad interaction leads to a
conversion. It’s “Conversions” divided by the interactions with your ad.
Competitive Metrics
Display Impr. "Display impression share" is the impressions you've received on the Google Display
Share Network divided by the estimated number of impressions you were eligible to receive.
Eligibility is based on your current ads' targeting settings, approval statuses, bids, and
quality. Impression share data is updated daily.
Display lost IS "Display lost impression share (rank)" is the estimated percentage of impressions on the
(rank) Google Display Network that your ads didn't receive due to poor Ad Rank.
Ad Rank determines your ad position and whether your ad is able to show at all. It's
calculated using your bid, quality, and the expected impact of ad formats.
Experiment
Experiment Cycle: Ad Groups

Once your ad groups have more than 1000 impressions each, you can
start to determine which ones should be paused or broken out into their
own campaigns.
Ad groups that have poor view or click through rates compared to

others should be paused immediately.
Ad groups that have spent the majority of your campaigns budget need
their own campaign. In this situation you’ll need to create two separate
campaigns so you can properly test your ad groups without one ad
group taking up all the budget. Follow these steps:
1) Pause all but the budget hogging ad group
2) Copy the campaign
3) In the copy, enable all ad groups and delete the budget hog
Now you have two campaigns; one that only has the ad group that took
up most of the budget and a second new one with the ad groups that
didn’t get a chance to perform.
$20 $4.5 $5 $4 $2
Experiment
Experiment Cycle: Locations

Depending upon your budget it could take 3 to 6 months before your
campaign has enough data to optimize your location settings. The more
local your business; the more critical this optimization will be.
To properly optimize your locations it’s VITAL your campaign already

have the individual states, territories, provinces, cities, or zip codes
specified. Google will not segment your location data for you.
Use the ‘Bid adj.’ column to increase and decrease your bids based upon
the locations performance. For locations that are over performing, you
may want to create a campaign just for them.
📗 Example - When we work with realtors we’ll create a separate

campaign for each city they service because location plays a major role
in their business. For a ecommerce that ships worldwide that would
make no sense so we make a separate campaign for each country they
ship too.
Experiment Cycle: Devices

Are mobile visitors converting? This is your number one question
for choosing which device your ads show up on.
It is possible to create campaigns that only show on one device. To do

this simply enter ‘-100%’ to the device you don’t want your ads to show
up on.
Depending on your business it may make sense to create a campaign for

desktop and a campaign for Mobile/Tablet.
90 Second Brand-Selling
Video Ad Blueprint
The Ultimate Video Ad Formula To Convert Like Crazy
And Still Build Goodwill In Your Niche...
Click Here To Learn More 🚀

Limited Time Discount
Claim Your Copy Here

YouTube Ads Playbook

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

YouTube Ads Playbook

Uploaded by

Copyright:

Available Formats

Complete Campaign Build Guide To Launch

Engaging Video Campaigns

YouTube Video Ads

Paid Media Collection JasonWhailng.com

Welcome to your YouTube Ads Playbook! This guide and

Accelerate Your Results

Campaign Structure: Campaign Type

Campaign Type Video

Campaign Subtype Custom Video Campaign

Campaign Structure: General Settings

Bid Strategy Maximum CPV

Budget Type Daily

Budget $2.5 - $10 per day

$2.5 per day is $78 per month

Campaign Structure: General Settings

Locations Enter Another Location > Advanced Search:

Languages Same Language As Your Videos

Ad Schedule Only Set For Phone Calls & Store Hours

Campaign Structure: Content Exclusions

Related Videos Skip

Campaign Structure: Additional Settings

Frequency Capping None

Ad Schedule All Day

Third-Party Measurement Skip

Due to reporting restrictions you won’t be able to identify your best

Ad Group Targeting: Bid

Ad Group Targeting: Demographics, Segments, Keywords, Topics, & Placements

Campaign A: Custom Intent Audiences

Ad Group Targeting: People

Location + Location + Location +

Location + Location + Location +

Ad Group Targeting: Content

Location + Location + Location +

Lead Generation Campaign 1: Combined Audiences

This campaign will only have two ad groups:

Use the same set of keywords for both ad groups.

People With Any Interest/Intention People Who Searched On Google

Ad Group Name Here Ad Group Name Here

Keyword List Here... Same Keyword List Here...

Lead Generation Campaign 2: In-Market

Channel Growth Campaign 1: Afﬁnity

Channel Growth Campaign 2: Big Channels

Example campaign setup:

Channel Growth Campaign 3: Mid Size Channels

Channel Growth Campaign 4: Small Channels

Campiang #: Extra Campaign Template 1

Campiang #: Extra Campaign Template 2

Ad Copy Craft: Ad Anatomy

Ad Copy Craft: In-Stream Ads

< 30 Hook + Unique Selling Proposition

< 15 Call To Action + Intro

45 -60 Beneﬁt + Roadblock

< 15 The Myth (Difference)

< 15 Call To Action Endscreen

Ad Copy Craft: In-Stream Ads

Final URL Final URL

Display URL Display URL

Companion Banner (computers only) Companion Banner (computers only)

Ad Copy Craft: In-Feed Ads

Description Line 1 100 Description Line 1 100

Description Line 1 100 Description Line 1 100

Ad Copy Craft: Extra In-Stream Template 1

Final URL Final URL

Display URL Display URL