Youtube Ads for Nonprofits

Usually we recommend our clients to start with $500 if you have a limited budget and are just trying out these channels for the first time. If you have direct goals of how many users that you want to reach we can calculate the budget by average cost per thousand impressions (display) or cost per view (youtube).

We have some good control over where our display ads show up on the internet. Community Boost will implement website targeting for about 30 sites when launched and will comb through placements every week to make sure that budget is not wasted on sites that are misaligned with the organization. We use a two part strategy including being specific with what sites we pull from our data base to show up on and we edit down sites based on what Google finds relevant to our specific custom audience targeting.

For YouTube, we optimize our campaigns every week to exclude sites that are not relevant while using topic targeting and custom audience targeting to help Google find our users on YouTube who would be interested in our content.

Metrics that we look at for display are the following:

CTR: 0.10-0.50% is what we usually aim for, these ads are not designed to be clicked on but to build brand awareness and follow users around the web

Avg. CPM (avg. cost per thousand impressions): we usually aim for $10-$18

Placements

Part of our optimizations here are going through where ads are showing up on and implementing specific targeting to control what sites and youtube channels are ads are showing up on. We want to make sure that client ads are showing up on sites that align with their ideal persona, are trusted sites and do not include inappropriate content on them.

For display we can use static images with dynamic ad copy or static images with static ad copy (in specific dimensions).

For YouTube we need videos to be uploaded to your YouTube channel as either public or unlisted. We recommend videos to be between 30 seconds to 2 minutes to use as an ad.