HOW TO MAKE YOUTUBE SHORTS & RUN YOUTUBE SHORT ADS: EVERYTHING YOU NEED TO KNOW

Heidi McIvor-Allen - Owner of McIvor Marketing LLC

BY HEIDI MCIVOR ALLEN

YouTube Shorts is the short-form section of the video-sharing website YouTube, hosting content much like YouTube’s primary service but in a vertical format with a maximum length of 60 seconds. Shorts have collectively earned over 5 trillion views since the platform was made available to the public on July 13, 2021.
“When you change one thing, you have the ability to change EVERYTHING.”

HOW TO CREATE A YOUTUBE SHORT: STEP-BY-STEP GUIDE

Creating a Short with YouTube’s short-form video creation tools allows you to record one or more clips (that add up to a total of 60 seconds). While recording with the Shorts camera, use the progress bar at the top of your screen to see how many segments you’ve recorded, and the length of each.

Step 1:

Sign in to the YouTube app

Step 2:

Tap “Create” to Create a Short

Step 3:

To make your Short longer than 15 seconds, tap 15s in the upper-right corner to record up to 60 seconds

Step 4:

To record a clip, hold “Capture” or tap it to start recording and then again to stop

Step 5:

Tap “Undo” to remove the previous video clip you recorded or tap “Redo” to add it back

Step 6:

Tap “Close” to start over or to save as draft and exit the camera

Step 7:

Tap “Done” to preview and enhance your video

Step 8:

Tap “Back” to return to the record screen. You can also tap back after you’ve made edits to start over or to save as draft and exit the editor. Saving a draft at this point saves any edits you’ve made

Step 9:

Tap “Next” to add details to your video. From this screen, add a title (max 100 characters), and choose settings, like video privacy

Step 10:

Note: The default video privacy setting for creators ages 13–17 is private. For creators18 or older, the default video privacy setting is set to public. his setting can be changed to make videos public, private, or unlisted

Step 11:

Tap “Select audience” and “Yes, it’s made for kids” or “No, it’s not made for kids” to choose your audience. Learn more about made for kids

Step 11:

Tap “Upload Short” to publish your Short

HOW TO RUN ADS EXCLUSIVELY ON YOUTUBE SHORTS

@j0nnym0 How to “force-serve” your video ads in YouTube Shorts inventory to capture potential “underpriced attention” before the broader market. That I get to spend my days tinkering along w curious + sharp colleagues to figure out these sorts of “attention arbitrage” platform workarounds is at the core of what I enjoy most in the media weeds @VaynerMedia Hat tip to Jake + Boldly Grow for being the first to turn us onto these possibilities 🙏 #youtube #youtubeshorts #googleads #youtubeads #digitalmarketing #mediabuyer ♬ original sound - JMO

1. LOG IN TO OR CREATE YOUR GOOGLE ADS ACCOUNT

YouTube ads run through the Google Ads platform. So, the first step to launch ads in YouTube Shorts is to log in to (or create) your Google Ads account.

2. CREATE A NEW CAMPAIGN IN GOOGLE ADS

Once you’ve logged in to your Google Ads account, navigate to All Campaigns and click the + icon to launch a new campaign.

3. CHOOSE YOUR CAMPAIGN TYPE & GOAL

To create a YouTube Shorts ad, you’ll want to choose Video from the list of options. Next, you’ll choose the campaign objective (Product & Brand Consideration). Then you will choose your Campaign Goal. Options such as leads, web traffic, brand awareness, and more are also available. 

4. SELECT YOUR CAMPAIGN DETAILS

The next step is setting up campaign details. You will choose your campaign name, budget, start date, and end date.

5. SET YOUR AD LOCATION

Your ad location is where you want your ads to display. Google no longer allows for zip codes so you can do cities, DMAs, states, and even a radius around a specific location (15 miles or more).

NOTE: to show up on YouTube Shorts, right now, the best way to do this is to select the “placement” of your ads to only show on mobile devices since that is where we are seeing ads actually show up on shorts. THEN… for the creative itself, make sure you already have a YouTube Short video uploaded that you want to use for the “creative”. This will be important for this to work properly. 

For Networks – you want to only show the ads on YouTube Search Results and YouTube Videos (unselect the other options). 

6. CHOOSE YOUR BIDDING TYPE

There are a few different options you have to choose from when it comes to bidding types:

COST-PER-VIEW (CPV)

CPV allows you to pay when someone views your video ad.

COST-PER-ACQUISITION (CPA)

With CPA, you’ll pay when someone performs a specific action, like clicking on your video ad.

COST-PER-MILLE (CPM)

CPM allows you to pay for every thousand impressions your ad receives.

7. CHOOSE YOUR TARGET AUDIENCE

YouTube enables advertisers to take advantage of audience targeting features so you can ensure your ads are displaying to the people most likely to purchase your product or service. You can choose demographics like age, gender, location, and more.

8. ADD YOUR MEDIA

One of the most important steps of launching YouTube Shorts ads is adding media to your campaign. Your media is the video your audience will see when your ad plays. You’ll first need to upload your YouTube SHORTS video to YouTube to add your media. Then, to choose your video in your ad campaign, you can either search for your video on YouTube, or paste the video’s URL in YouTube.

9. CONFIGURE YOUR ADS

The last step in launching your advertising campaign is to configure your ads-select your ad type, ad URL, call to action (CTA), and more. Then you’re ready to launch your ad!

NEED HELP CREATING A YOUTUBE SHORT OR LAUNCHING A YOUTUBE SHORTS AD CAMPAIGN?

As one of the top digital marketing agencies in Phoenix, AZ we specialize in helping businesses maximize their revenue and reaching marketing goals with effective ads on YouTube. If you’re seeking professional help in creating and implementing a YouTube Shorts campaign, please reach out to the experienced McIvor Marketing team – we’re here to grow your business!

What Business Services Does McIvor Marketing Offer?

We are so glad you asked! From setups to start-ups, to businesses in growth and transformation, McIvor Marketing specializes in a variety of services to meet your needs. Our Phoenix based digital marketing agency can help with website design & development, logo design, branding, off-line marketing design and strategy, paid search management, social media management, email marketing, display advertising and more! 

Not ready to dive into hiring a full-time marketing director? Maybe you’re just curious about how your marketing is performing. We can help you set up trackable ways to measure your marketing ROI with a project-based digital audit to gauge current performance. We can also help you get your social media advertising portals set up. We also offer training on Google Analytics, Facebook Business Manager, Facebook Ads, Google Ads, Canva, as well as how to plan content and brainstorm ideas to help you grow through research.

Check out our full list of services and reach out with any questions. 

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Resources:

https://www.webfx.com/blog/social-media/youtue-shorts-ads/