1. Sign Into Your Google Ads Account

To access your Google Ads account, go to ads.google.com and click on the “Sign in” button at the top right corner of the homepage. After signing in, you’ll be taken to the Google Ads dashboard where you can manage and create ad campaigns. 

If you don’t have a Google Ads account yet, click “Start now” on the homepage to create one. You’ll just need to sign in with a Google Account, then include some information about your business and advertising goals.

2. Create a Video Campaign

Once you’re in your Google Ads account, click “Create Campaign” and choose either a video action campaign or an app install campaign based on your advertising objective. If there’s an option for “Shorts Ads” under “Efficient Reach,” select it to have your ads appear on Shorts automatically. 

If this option isn’t there, simply pick your campaign goal like sales, leads, or choose to run a campaign without a specific goal. Then, fill in important details such as the campaign’s name, budget, and duration, and set “YouTube Videos” as the ad location.

3. Choose Your Bid Type

When setting up your advertising campaign, it’s essential to understand the different bid types available and how they align with your objectives. Let’s quickly go over each:

• Cost Per View (CPV) is ideal for video campaigns where the primary goal is to increase video views. This bid type allows you to pay only when someone views your video, making it a cost-effective option for boosting video engagement. 
• Cost Per Action (CPA) best used for campaigns aimed at driving specific actions, such as sales, sign-ups, or downloads. With CPA bidding, you pay only when the desired action is completed, ensuring your budget is spent on results that directly contribute to your campaign goals. 
• Cost Per Mille (CPM) is for campaigns focused on increasing brand awareness through impressions. It charges you for every thousand views of your ad, regardless of any action taken, making it useful for broadening your ad’s reach.

For a smoother bidding experience and better campaign results, consider using an automated bidding strategy. This approach auto-adjusts your bids in real-time, aiming to hit your campaign targets—be it more views, actions, or impressions.

4. Set Target Audience

When setting up your campaign on Google properties, it’s wise to utilize a remarketing list if you have one. Remarketing lists are goldmines for reconnecting with users who have previously interacted with your brand, and layering them YouTube’s customer match feature can help you brand new, highly relevant audiences.

If you don’t have a sizable remarketing list yet, that’s okay. Instead, aim to reach your target audience by specifying key demographics like gender, age, and location. Note that the largest demographic on YouTube Shorts skews young and male.

Also, don’t overlook the importance of prioritizing mobile users. This strategy boosts the chances of your ads appearing exclusively on Shorts, tapping into the vast and engaging mobile audience. By combining these tactics, you can refine your targeting strategy to reach the most relevant and responsive audience for your campaigns.

5. Finalize the Campaign and Launch

At this point, it’s a matter of finalizing the details. Upload your video ad to YouTube using the Shorts tab on YouTube Studio while ensuring you’re following the YouTube Shorts ad specs outlined above. Specifically, don’t forget to film or edit your video so it is vertical. You can add up to five videos to your campaign.

When choosing ad format, select the “in-stream skippable ad format” or “Shorts,” if it’s available. Then, add a Final URL pointing to a landing page or other target page associated with your ad. Finally, add a compelling Call to Action (CTA) that inspires people to engage with your ad.

By following these steps, you’ll successfully navigate the process of creating effective and impactful ads for YouTube Shorts, reaching a dynamic audience in the world of short-form video content.

How to Target YouTube Shorts Ads

Creating ads for YouTube Shorts involves leveraging evolving features, and while the landscape is continually changing, here are four methods to target Shorts ads:

1. YouTube Select for Top Performing Videos

YouTube Select allows advertisers to strategically place ads alongside the most popular and brand-safe videos in specific markets like beauty, technology, and sports. This ensures your ads are prominently featured next to top-tier, relevant content within viewers’ Shorts feeds, enhancing visibility and relevance. 

Additionally, YouTube is testing a new feature called First Position on Shorts, which promises that your ad will be the first thing viewers see, grabbing their attention right off the bat. This combination of targeted placement and prime positioning is a powerful way to capture viewer interest and maximize the impact of your advertising efforts on YouTube.

2. Targeting Shorts Explicitly 

Some marketers have the ability to target Shorts explicitly, greatly simplifying ad targeting. This feature began rolling out in November 2023. While it’s not available to everyone yet, it’s expected that more marketers will gradually gain access to the platform.

3. Campaign Setup Tricks for Increased Visibility

If you’re unable to target Shorts outright, you can maximize your visibility on Shorts by employing campaign setup tricks. Create a vertical video and select “Mobile” placements to increase the likelihood of your ad appearing on Shorts. Thankfully, this fix should become irrelevant for most marketers soon – as Shorts continues to grow, YouTube is likely to expand advertising opportunities on the platform.

4. Affinity Targeting

This type of targeting (available beyond just Shorts) allows advertisers to target their ads based on users’ interests and online behavior. Affinity targeting helps advertisers reach a specific audience segment that is likely to be interested in their products or services.

How Much Do Shorts Ads Cost?

The cost of YouTube Shorts Ads can vary, but advertisers typically report spending an average of about 10 cents to 30 cents per view for reach campaigns. It’s important to note that this average cost per view can be influenced by factors such as your bidding strategy. 

Different bidding strategies, such as Cost Per View (CPV), may impact the overall cost of running Shorts Ads. Advertisers should carefully consider their goals, target audience, and budget when determining the most suitable bidding strategy for their YouTube Shorts campaigns.

Best Practices for Your YouTube Shorts Ads

As with any advertising campaign, there are specific best practices to follow to optimize overall performance. Check out our list of best practices to follow when creating your YouTube Shorts ads.

Continually Test and Have a Mixture of Ads

Employ ad groups to test the success of different Shorts ads and optimize your campaigns. Consider adding at least five shorts into a single ad group for effective testing. Try testing different lengths to see what is resonating with your audience. 

Film Your Ads Vertical

Film your ads in a vertical orientation for an optimal Shorts experience. While YouTube accepts horizontal videos for Shorts ads, it’s advisable to avoid this practice. The AI feature may adapt horizontal videos, but it’s not ideal for achieving the best creative results.

Start Targeting with Remarketing Lists

Begin your targeting strategy with remarketing lists. This allows you to reach the most relevant customers from the start. Once you’ve engaged this audience, you can expand your reach to ensure you’re targeting a broader yet still relevant audience.

Use Hooks

Viewers can skip Shorts ads, and their fingers are ready to swipe upward at a moment’s notice. Ensure your ad has a compelling hook to encourage viewers to stop and watch long enough to internalize your message, and don’t start off with a strong promotional slantl. Instead, align the style of your Shorts ad with organic content on the platform to make it seamlessly fit into the Shorts experience. Once you’ve got their attention, strive to communicate a single, clear message about your product to reduce confusion and enhance engagement.

By incorporating these best practices, you can enhance the effectiveness of your YouTube Shorts Ads, optimizing engagement and maximizing the impact of your short-form video content.

Conclusion

YouTube Shorts Ads open doors to creativity, innovation, and a direct pathway to your audience. As short-form video continues to dominate digital spaces, embracing Shorts Ads is not just an option but a strategic imperative for brands aiming to stay ahead in the ever-evolving landscape of digital marketing. 

Looking to advertise on YouTube Shorts in 2024? We’d love to help you get started. Contact us today for more information or learn more about our services here.