YouTube is the second largest search engine in the world and a powerhouse for Australian small businesses. TrueView campaigns are particularly effective because of their 'win-win' nature: viewers only watch what they find interesting, and you only pay when they engage with your content.
Whether you are a local plumber in Brisbane or a boutique retailer in Melbourne, mastering TrueView allows you to tell your story visually, build trust, and drive conversions at a fraction of the cost of traditional TV advertising.
Prerequisites: What You’ll Need Before Starting
Before we dive into the setup, ensure you have the following ready:
- A Google Ads Account: Linked to your business email.
- A YouTube Channel: This is where your video ad must be hosted.
- The Video Creative: Uploaded to your channel as 'Unlisted' or 'Public'.
- Google Tag Manager/Conversion Tracking: Highly recommended so you can see if the ads actually lead to enquiries.
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Step 1: Link Your YouTube Channel to Google Ads
Before creating an ad, your accounts must be talking to each other. This allows you to see organic view counts and create remarketing lists based on people who have watched your previous videos.- What you should see: Log into Google Ads, click on Tools and Settings (the wrench icon), then Linked Accounts. Find YouTube and follow the prompts to add your channel URL.
Step 2: Create a New Campaign
Navigate to the 'Campaigns' tab on the left sidebar and click the blue '+' button. Select New Campaign.- Pro Tip: You will be asked to select a goal. For beginners, choosing 'Create a campaign without a goal's guidance' gives you the most control over your bidding and targeting options.
Step 3: Select 'Video' as Your Campaign Type
Once you select the campaign type, you will see several subtypes. For TrueView, you typically want 'Video reach campaign' (for skippable in-stream ads) or 'Drive conversions' if you want people to take a specific action on your website.Step 4: Define Your Budget and Dates
Australian small businesses often wonder how much to spend. Start with a modest 'Daily Budget' (e.g., $10 - $20 per day) rather than a 'Campaign Total'. This allows you to test the waters without overcommitting.- Warning: Ensure your 'End Date' is set if you are running a time-sensitive promotion (like a Brisbane Ekka special or an EOFY sale) so you don't accidentally spend over your limit.
Step 5: Choose Your Locations and Languages
Don't waste money showing your ad to people in Perth if you only service South East Queensland. Under 'Locations', select 'Enter another location' and type in specific postcodes or a radius around your business address.- Language: Set this to English (Australia).
Step 6: Select Your Inventory Type
Google offers three levels of 'Inventory' which dictate what kind of content your ad appears next to.- Standard Inventory: This is the default and usually the best choice for most Australian businesses. It filters out sensitive content while maintaining reach.
Step 7: Define Your Audience (The 'Who')
This is where the magic happens. You can target people based on:- Demographics: Age, gender, and parental status.
- Interests (Affinity): People who have a long-term interest in a topic (e.g., 'Home Decor Enthusiasts').
- Intent (In-Market): People actively searching for a service (e.g., 'Looking for Financial Advice').
- Local Tip: For service-based businesses, 'In-Market' audiences are gold. They represent people who are currently in the 'buying window'.
Step 8: Set Your Placements (The 'Where')
You can choose specific YouTube channels or even specific videos where you want your ad to appear. If you are a local gym, you might target popular Australian fitness influencers or healthy cooking channels.Step 9: Create Your Video Ad
Paste the URL of the YouTube video you uploaded earlier. You will then choose the ad format. For TrueView, the most common is the 'Skippable in-stream ad'.- What you should see: A preview window on the right showing how your ad looks on mobile and desktop devices. Pay close attention to the 'Skip' button location.
Step 10: Craft Your Call to Action (CTA)
Don't just show a video; tell them what to do next.- CTA: Keep it short (e.g., 'Book Now', 'Get Quote', 'Learn More').
- Headline: This appears next to your CTA. Use it to highlight a benefit (e.g., 'Free Quote Brisbane').
Step 11: Set Your Bid
For TrueView (CPV - Cost Per View), you only pay if someone watches 30 seconds of your video (or the whole thing if it's shorter) or interacts with it.- Common Mistake: Setting the bid too low (e.g., $0.01). In the Australian market, a bid between $0.05 and $0.15 is a healthy starting point to ensure your ad actually gets shown.
Step 12: Review and Launch
Check your settings one last time. Ensure your tracking pixels are active so you can measure success beyond just views.---
Pro Tips for Success
- The 5-Second Rule: You have 5 seconds before the 'Skip' button appears. Mention your brand name and your primary value proposition immediately.
- Use 'Negative' Keywords: Just like search ads, you can exclude keywords. If you are a premium builder, exclude terms like 'cheap' or 'DIY' to avoid irrelevant viewers.
- Test Multiple Creatives: Run two different versions of your ad with different intros to see which one keeps people watching longer.
Troubleshooting Common Issues
- Ad Not Serving: This is usually due to a bid that is too low or an audience that is too narrow. Try increasing your CPV bid by $0.05 or broadening your geographic location.
- Low View Rate: If people are skipping your ad immediately, your intro isn't engaging enough. Review the first 5 seconds of your video.
- High Cost, No Conversions: Your targeting might be right, but your landing page might be the problem. Ensure the page people land on matches the promise made in the video.
Next Steps
Running YouTube ads is an iterative process. Monitor your 'View-through rate' (VTR) and 'Click-through rate' (CTR) weekly. If you find the technical setup overwhelming or want a professional touch on your video strategy, the team at Local Marketing Group is here to help.Ready to scale your Brisbane business with video? Contact us today to discuss a custom YouTube strategy.