Boost Your Small Business with Demand Gen Video Ads: A Step-by-Step Guide

Introduction: Running a YouTube Video Action campaign can seem like a daunting task. In this tutorial, we'll demystify the process and of running a successful conversion-focused Demand Gen Video Campaign, and show how SMBs can effectively leverage this powerful advertising tool.

1. Understand How Using Demand Gen Video Ads Can Help to Reach Your Goals:

It's important to set a clear objective for your ad campaigns. For example, is the main KPI driving revenue, traffic, store visits, etc.? Once you've answered this question, you can plan your strategy.

2. Leverage Your Video Content:

Craft engaging videos that align with your business goals and target audience preferences. Be sure to include a strong call-to-action (CTA) that prompts viewers to take specific action, such as visiting your website, making a purchase, or visiting your store location. Be bold!

3. Define Your Target Audience:

Audience targeting is the most important element in running a successful video campaign - more important than having a flashy video ad. Who are you trying to reach, and is your message and value proposition appropriate? Google offers free tools that can help you craft the right audience targeting based on affinity and in-market parameters, demographics, your own first party data, and custom combinations that are based on user intent.

4. Set Up Your Demand Gen Video Campaign:

Now you're ready to set up your campaign.

• Access the Google Ads platform and navigate to the Campaigns tab.

• Create New Campaign: Click the '+' button in Google Ads, select Create a campaign, choose your primary goal (Sales, Traffic, etc.), and select the Demand Gen campaign type.

• Name & Goals: Give your campaign a clear name and set your conversion goals (purchases, leads, etc.).

• Budget & Bidding: Set a daily budget (aim for enough to get conversions) and choose a bid strategy (conversions, clicks, or conversion value).

• Location & Language: Define your target geography and languages. 

• Ad Groups: Separate your ad groups by target, KPI, or product line.

• Targeting: Set your targeting (affinity, in-marketing, first-party, etc.)

• Assets: Assign relevant YouTube-hosted videos and relevant, high quality images and copy to your ads.

5. Monitor and Optimize Campaign Performance:

It's crucial to regularly monitor key metrics like impressions, views, view-through rates, click-through rates, and conversion rates. Pay special attention to each ad's performance and monitor your targeting criteria for efficiency and effectiveness. Make any necessary adjustments to improve results. Experiment with different ad creatives, targeting options, and bidding strategies to optimize campaign performance over time.

6. Analyze Results and Iterate:

Review campaign performance data to identify successful strategies and areas for improvement. Adjust your advertising tactics based on insights gained from your data analysis. Continuously test, iterate, and refine your YouTube Video Action Ads campaigns to maximize ROI.

Conclusion: By following these tips and best practices, small to medium businesses can effectively leverage Demand Gen Video to drive website traffic, generate leads, and increase sales. Stay proactive, monitor campaign performance, and adapt your strategies to achieve optimal results in the ever-evolving digital landscape.