When scrolling through job postings, you’ll see job positions for both companies and agencies. You might think:

“I don’t have a preference and a job is a job. It doesn’t matter which company accepts me as long as I work hard, I will succeed.” 

But that logic isn’t entirely accurate.

There is a huge difference between working in-house and working at an agency.

A person deciding whether to pick in-house or agency.
In-house or agency? You decide.

Choosing the wrong one might leave you feeling unhappy with your job and this will leave you being unproductive and performing poorly. Your preferred lifestyle, work environment, company benefits, and personality plays a huge role in your decision in choosing between working at an agency or working in-house.

Both in-house marketing and agency jobs have their pros and cons. It is up to you to decide if the pros outweigh the cons.

We have created a simple quiz that will help you easily make your decision. Read through our questions to help you choose between working in-house or at an agency.

A person on the computer thinking about pros and cons of working as an in-house marketer.
Pros and cons of working as an in-house marketer.

In-House Pros:

Are you thinking about working in-house?

Well, let me paint a picture for you – just imagine working at Apple on their marketing team. Every day you clock in at 9 am and clock out at 5 pm. You focus on marketing Apple products and only Apple products. After a couple of months, you become a master in marketing Apple products. You have developed your skills in marketing for the tech industry.

Working in-house allows you to focus on one business and industry, so you can develop your skills at a granular level for the purpose of being the best in that niche market. 

As a marketer for Apple, you are a part of the bigger picture. You’re focused on strategizing the entire marketing plan from top to bottom. You help Apple establish a cohesive message on all of their ads.

After a year of proving yourself and producing great results, you are up for a promotion. A couple of years pass and you will continue on being promoted to higher positions. There is a clear structure for you to follow in order for you to climb your way to the top, to be the Chief Marketing Officer for Apple.

Based on this, it is clear that working in-house provides you with a clear career path, structured workdays, and a focus on one company. Along with these positives, working in-house could potentially provide a higher salary, but recently agencies became more competitive with their pay.

Wow, that sounds great, but what are the negatives of working in-house?


In-House Cons:

Working in-house for a company like Apple sounds great, but that scenario doesn’t tell you about what’s the potential cons with working in-house.

In-house companies are typically larger in size and might cause conflicts not only from your department but possibly from others. For example, the finance department typically handles the budgeting and this might come into conflict with the marketing department if you want to ask for more budget on your potential advertising campaign. The finance department’s decision will greatly affect your approach and next steps.

From an individual standpoint, you might become bored with constantly working within the same industry. Since you are limited to one company and only one company when working in-house, choosing the right company is really important. Unless you are obsessed with Apple products, you might not want to be a marketer for Apple.

When leaving the company or seeking a new job, you might not have a diversified portfolio. Employees at an in-house company tend to have less varied skills and you won’t have the opportunity to try out different digital marketing channels. If you want to look for another job, hiring managers might see that you lack practice in different industries and you’re only great at one particular niche industry and one set of skills. 

Promotions and your career trajectory might not be as smooth as you think. Working in-house requires some corporate politics maneuvering if you want to be promoted. Even though you might generate great results, the person above you in the chain of command decides your future. Whether your boss likes you or not might be a deciding factor in getting the promotion you worked so hard for, and you’ll have a multitude of competitors vying for the same opportunity. 


Quiz Time!

  1. Do you want to focus solely on one industry?
  2. Is structure something you want from your work?
  3. Do you prefer to focus on one company?
  4. Do you love working as part of a large team?
  5. Do you prefer a more corporate style work atmosphere?

Did you answer yes to these questions? If so, you are perfect for an in-house style job. If you answered no to the majority of the questions, continue to the next section and see if you are the right fit for working at an agency.

A person holding a binder thinking about the pros and cons of working at a marketing agency.
Pros and cons of working in a marketing agency.

Agency’s Pros:

Now imagine working at an agency. Agency life is for those that are adventurous and excels in a constantly adapting environment. 

You work with multiple clients in different industries, so you get hands-on experience in different niches. This is definitely great if you wanted to expand your portfolio. You can experiment and gain valuable knowledge in what marketing tactics are successful in different industries, and gain a ton of different business knowledge to boot. 

You won’t become bored with the list of clients because an agency’s clients are constantly changing. New clients are added and existing ones might leave. That’s just how an agency works and that’s what makes a career at an agency exciting and growth-filled. As new businesses such as cryptocurrency fueled businesses and software companies form, you’ll have the opportunity to dive right in. This is also a double-edged sword. I will explain in the cons section why clients constantly changing isn’t necessarily a good thing.

On the plus side, at a marketing agency, everyone is passionate about marketing. It’s a building filled with experts in their specific departments. You will meet SEO specialists, PPC specialists, social media specialists, and many more. This is definitely a great opportunity for you to pick their brains and grow. You have the chance to acquire new skills and learn alongside talented marketers. Don’t be afraid of trying new roles. In an in-house position, you are hired to handle that specific task. For example, social media marketing will only handle social media marketing and pay per click specialists will handle only pay per click ads. But at an agency, you have the opportunity to put on multiple hats and provide support to your peers. There’s definitely a greater feeling of freedom at an agency compared to an in-house position since you aren’t trapped in a singular role.

I can’t stress this enough, but agencies are great learning environments. Regardless if you are a complete newbie to marketing starting off as an intern or a marketing wiz with over 10 years of experience, you’ll learn something every day. What’s different in an agency compared to that of an in-house position is that you’ll learn client management, multitasking, problem-solving, and more. With just a couple of years at an agency, you’ll gain valuable experience and establish a great foundation to excel in any marketing position.   

Agencies allow for greater project control with limited overhead. People looking over your shoulder and being forced to constantly seek approval is definitely a major annoyance for people that just wants to get things done quickly. At an agency, you are given overall goals and campaigns to execute. Your clients get the last say in approving your work of course, but there is minimal oversight. 

You will be thrown into heavier responsibilities and be a vital part of your client’s success. At an agency, even if you are at an entry-level, you will handle a campaign directly in some sort of way. You will definitely feel the weight of a company’s marketing responsibilities in your hands. This is great because you are actually doing something meaningful for the client instead of fetching coffee or something meaningless that you might do in a corporate in-house position.

Agencies are definitely a social environment. Agencies tend to be smaller in size, so there is a feeling of solidarity and a better sense of community in the work environment. You will meet everyone at your agency compared to that of an in-house position where it is impossible to meet everyone in different departments. For anyone that is outgoing, an agency is a place where you can network and make long term marketing connections with most of your colleagues. 

Some agencies tend to have a better work-life balance and allow employees to work from home. Along with working from home, agencies also offer remote positions. This means that employees can work anywhere they want as long as they meet deadlines and handle tasks. Shameless plug: jetfuel.agency team members enjoy a large degree of freedom when it comes down to when and where they want to work, and a vast majority of our team rarely exceeds more than 40 hours a week. 

You won’t like you are trapped at a corporate building and feel forced to go there every day. You can change your work environment. There is the possibility of working while traveling. Say goodbye to your typical mundane corporate work cubicle! If you want a change in atmosphere, you can choose a different location.

Every day can be a different coffee shop (am I right?)

But most importantly you can avoid commuting and terrible traffic. You don’t need to waste time sitting in gridlock traffic. Once you’re done with your daily tasks, close your computer and you’re ready to do what you want.

Dress code tends to be more relaxed which perfectly fits an agency’s relaxed work environment persona. People are tired of the typical corporate attire in which you are forced to wear button-ups. Marketers tend to be more creative and people love to show it with their sense of style. You don’t need to keep the same button-ups on rotation. You can dress however you like. Personally, I love to wear shorts in the office during those hot California summer days.

As you can tell, FREEDOM is the common trend you see in the benefits of a position at an agency. You can really spread your wings and work more efficiently in this less structured position.


Agency’s Cons:

An agency’s clients can be like a revolving door. A new company signs a contract as another client chooses to leave which can create a sense of instability. You don’t know when one of your clients decides to choose another agency. Even if you like that client, they could be gone the next day. 

There is a saying “jack of all trades, but master of none” that gets tossed around by former agency employees. At an agency, you might be forced to work on different marketing techniques. There are definitely all hands on deck situations meaning that the agency needs everyone to get their hands dirty and help each other to meet deadlines. With that being said, agency positions can potentially have a side effect of having longer hours compared to in-house positions.

When you experience some trouble or you have questions to ask, there might be a lot of time wasted due to back and forth conversations. You are working “for” the agency and not “with” the agency. It will take time to ask the clients to answer company-specific questions.

Many former agency employees tend to complain about blending their work with their personal life. Without a proper boundary of having your work only at the office, it sometimes feels that work spills over into your personal life. Handling clients could be a 24-hour affair. In certain cases, nightmare clients might be contacting you throughout the entire day and it is up to you to create your own work-life boundary. 

Everyone hates talking to unfriendly clients, but as an agency marketer, you are forced to deal with them. It is your responsibility to please the clients, so on some days, it might feel like you are at the whim of the client’s mental status of the day. Client meetings and interactions are a common thing. I’ll be surprised if you can find an agency job where client communication isn’t mandatory for the position.


Quiz Time!

  1. Do you value the variety in your work and projects?
  2. Do you embrace unpredictability?
  3. Are you prepared to deal with clients?
  4. Do you prefer a fast-paced high responsibility work environment?
  5. Are you interested in working for multiple companies?

If you answered yes to these questions, then you have found your answer. You’re the right fit to work at an agency.


Another Alternative? FREELANCE!

Agency and in-house aren’t the only two options.

Are you shocked? Freelance is the third option if you want to try both of them. But don’t think that going freelance is your solution to your problem. Just like the 2 choices above freelancing can have its own pros and cons.

Your income depends on how much you’re able to work, so it could be as much as you want. But on some occasions, you might not be able to find people hiring and you won’t have a stable source of income.

As a freelance employee, you’re your own boss. You decide on your hours, work where you want, and even choose which companies you work for. 

Just like an agency, you can build your portfolio by working with multiple companies. As a freelancer, you aren’t limited to work with one company. This allows you to practice your marketing techniques for different industries.

The problem with freelancing is that you are a salesman, account manager, and an accountant all at once. Since you are trying to find job opportunities, you need to have many skills under your belt to prove that you are better than other freelance marketers. 


Conclusion

As long as you continuously develop your digital marketing skills, new job opportunities will come to you. Both working in-house and at an agency are great options. You will definitely learn a lot, but it depends on your preference. Even though this quiz leads you to a certain conclusion, don’t be afraid to try both.

Who knows, maybe you are a better fit working at the other option.

It is relatively easy to jump between in house and agency at the start of your digital marketing career, so don’t be afraid to jump around after all it is your marketing journey. Take control and see what’s best for you.

If you would like tips to ace your next interview regardless of working in-house or at an agency check out this guide.

What is your opinion with working in-house or choosing to work at an agency?


$103 billion dollars.

That’s a big number. And it’s also how much advertisers across the United States are collectively on track to spend on digital marketing by the end of 2019, as predicted by Ironpaper. To better visualize this major growth, $57 billion was spent on digital advertising in 2014. Advertising spending almost doubled within the span of just 5 years.

This gargantuan number makes sense given how advanced, trackable and transparent online marketing is compared to “traditional” offline marketing methods.

A teacher pointing at a black board with "tips for a beginner in marketing" written.
These tips will definitely help any beginners in marketing.

Intrigued? We’re here to give you a head start on cracking the digital marketing code. After managing tens of millions in online ad spend over the past several years, here are the top seven things I wish someone taught me in my initial foray into digital marketing:

1)      Never stop testing. 

With the unprecedented amount of transparency and trackability digital advertising has brought about, it absolutely behooves anyone who hopes to have a shred of success to perpetually be testing. To start, testing different iterations of ad creative and copy generally has the highest needle-moving potential. After you’ve nailed down your formula there, move to parameters like audiences, bids, and budgets.

2)      Find a marketing mentor. 

A common mantra in business is: “you learn from your mistakes.” This is true, but what you don’t hear as often is that “mistakes are often horribly expensive” and “when you can learn from other people’s mistakes without paying for them.” 

Reach out and find someone who has been in the game that you can emulate – you’ll find that sharp marketers often love to discuss strategies, debate and mentor those they are just starting out. You’ll gain years of their knowledge and experience and accelerate your own growth. 

But how can you find one?

Well, there are digital marketing specific communities online such as Facebook groups and marketing forums. Digital marketing professionals in these groups love to share their knowledge and would advise any up and coming digital marketers. 

Internships are a shortcut to speed up your success in any career. Most companies love to hire interns and provide them with mentors so they can succeed. It’s a great way for you to gain real-world experience and learn alongside industry professionals with years of experience.

You should check out this guide to learn how to improve your chances for a digital marketing internship.

3)      Dedicate time to learning. 

To stay sharp and break the monotony of a typical workday, I like to schedule “learning time” on my calendar, This includes reading blogs for new techniques, strategies, marketing program updates, and more. It is far too easy to be consumed with working and executing on projects and tasks – if you are 100% focused on that, you’ll quickly find out that you’re falling behind on the latest marketing techniques and strategies. 

A man looking at his watch on his wrist and says that it is learning time.
Marketing is always adapting, so always learn and evolve.

Block out at least an hour a week to experiment with new theories and techniques. Make it a habit and you’ll never stop growing as a marketer.

There are plenty of online resources and blogs that give free advice on all aspects of marketing. It is up to you to spend time and go through these resources. Digital marketers that don’t constantly learn will only plateau and never advance further in their career.

“There are no limits. There are only plateaus, and you must not stay there, you must go beyond them.”

-Bruce Lee

4)      Build a model. 

Open up Excel and figure out the numbers you need to hit to achieve profitability. Include key metrics such as click-through rates, cost per acquisition and conversion rate and monitor these figures religiously – you’ll find that you’ll be much more disciplined about how you’re launching and running your campaigns.

5)      Automate

Write down and note which tasks you’re doing often, and be ruthless about figuring out ways to get more output with less time. Sit down weekly to review your list and find a tool or technique to automate rote tasks.

You can definitely increase efficiency with automated tools. Adstampede is a tool that can significantly reduce your ad optimization. Zapier and Hootsuite can help to automate social posts.

6)      Delegate & build processes. 

If you can’t automate something, delegate it. 

First, you need to document your processes in crystal clear detail. Then you can hire someone else to rinse and repeat the process. This will free up time for you to strategize instead of wasting time on tasks others can do for you.

Utilize websites such as Upwork, Amazon Turk or Toptal to find executors quickly and easily so you can buy yourself more time. Upwork allows you to find freelancers that can help you with higher level tasks such as web development, marketing analytics, and more. Amazon Turk helps you find workers for more mundane tasks like image processing, information gathering, and data processing.

7)      Imitate liberally (and intelligently). 

A thief trying to steal marketing secrets from a laptop.
Stealing isn’t always bad for marketers.

One of my favorite books is “Steal Like An Artist,” by Austin Kleon. Not only should you draw inspiration from great ads, techniques, and campaigns, but you should dig deep to figure out the root reasons behind what the original creators did so you can iterate and improve upon it.

Conclusion

After hearing what I wish someone had taught me, what is one piece of advice you wish someone had taught you before you started your marketing journey?


YouTube is the second largest search engine.

If you’re not advertising on YouTube then you are potentially missing out on some serious conversions.

Money shooting out of a computer screen with the YouTube logo displayed.
Let’s make some money with YouTube ads!

YouTube is not just a platform to share and upload adorable puppy videos. It is the new generations form of television and you know how attention-grabbing television ads were in the past.

You have probably seen the 6-second video ads before your YouTube video and thought “Wow my ads would look awesome here!” Then you tried to Google “how to advertise on YouTube” and there’s an overwhelming amount of information.

Well, don’t give up because we have the ultimate guide to help you advertise on YouTube.

By the time you finish this article, you would learn how to navigate the new Adwords interface in order to build your YouTube campaign, understand YouTube targeting, launch your own remarketing, and how to optimize your YouTube campaigns.

Why Advertise on YouTube?

First, what are YouTube ads? YouTube advertising is a part of Google AdWords. YouTube advertising allows not just marketers, but anyone to advertise on the YouTube platform. You have the power to choose who sees your ads and what videos will your ads appear in.

So why should you advertise on YouTube?

YouTube ads are trackable. Unlike traditional television ads, every click is tracked. Marketers have the knowledge they need to increase ad spending for successful ads or to pause poor performing ones.

YouTube ads are affordable for everyone. In some cases, YouTube video ads cost as low as $0.10 per view. Who wouldn’t want ads this cheap? This helps marketers drive affordable conversions and show off their brands to more customers.

YouTube allows you to choose the audience you want to target. This is powerful because depending on your product or services a certain group of people will be more willing to convert. You can choose the viewers’ demographics and interests. Advertisers can also choose the type of videos and specific keywords. You have an unlimited amount of choices to play around with.

Now that you know what YouTube ads are and its benefits, let’s get started!

Best Audience Targeting Method for YouTube Ads

Creating Your Buyer Persona

You can improve your ad targeting by creating a list of traits, characteristics, and demographics of your ideal customer. YouTube ads target videos that potential customers are watching.

To find these customers, you need to ask yourself:

  1. What topics are my customers most interested in?
  2. Are there major influencers or brands that will create videos my target audience will watch?
  3. What kind of channels will my customers subscribe to on YouTube?
  4. What do they type in when looking for videos of interest?
  5. What keyword tend to appear on the page when they’re watching such videos?

You can use tools like Facebook’s Audience Insight to learn more about the broad range of interests your audience might have. The most important information would be related to “Page Likes”. Use these interests and page likes to target your potential audiences.

Main YouTube Formats

There are three video formats that you can work with when running a video ad:

In-stream Ads

In-stream ads will appear before, during, or after a video. Viewers can skip these ads after 5 seconds of viewing.

Bumper Ads

Bumper ads do not give viewers the option to skip these ads. They are generally designed to raise brand awareness. These ads have to be 6 seconds or less.

Video Discovery Ads

Video discovery ads appear in YouTube Search results located next to related videos and on the homepage.

When running a Video Discovery campaign, isolate your approach in order for your ads to show on search listing and ‘related’ video section. This is useful if you know what keywords you want to target.

Ultimate Guide on Running Ads on YouTube

When making video ads, make things simple and keep these 5 basic ad formats in mind. If you can’t think of any video ideas, these ad formats can be your inspiration. These ads are tested and proven to have great results. But don’t be afraid to be creative.

Five basic video ad formats for YouTube ads. This includes talking head, animation, slideshow, product demonstration, and story.

YouTube Ad Tools From YouTube

Director App

This YouTube app is designed to help you create a video ad with only your phone. The director app walks you through the process of creating a YouTube ad with templates. Once you select a template, the app will take you through the process of what to say, when you need to say it, and how you need to record your video to produce high-quality ads. Then you can upload and even promote your ads directly from your phone. Visit the YouTube for Business channel to see examples of ads created with the Director App.

Note: It is recommended that you only use your phone to upload your videos, but not to edit your ads. You can have more control over the whole process with a desktop device.

YouTube Director Onsite

YouTube will send professional filmmakers to work with you to create a great ad. You can only use this option once you spent over $150 on running YouTube ads. It’s a relatively new option, so it is available in select locations like the U.S. and U.K.

You can go to YouTube Ad Creation Website to see if you’re eligible.

So how does it work?

First is the planning stage where you choose a video template, and YouTube will match you with a filmmaker to help you write your script.

Next is the shooting stage. Filmmakers will come to you to shoot, edit, and deliver your video in the same day.

Last is the advertising stage. Ad specialists will get your video ad set up to help you reach the right audience for your business.

How to Setup Your YouTube Ad

To start off, go to AdWords and click ‘Campaign+’ to create a new campaign. Then select ‘create a campaign without a goal’s guidance’ because you want complete control on all customization and inputs.

Creating a campaign without a goal's guidance on Google Adwords.

After that click ‘Video’.

The option of creating video ad being selected on Google Adwords.

Then ‘Custom video campaign’.

Custom video campaign being selected in the campaign subtype category within Google Adwords.

Here are the steps to create a Video Discovery Ad.

1) Give your campaign a name to easily identify it.

2) Choose your campaign budget. You can choose between ‘Daily’ or ‘Campaign Total’. You can also pick the Delivery Method of ‘Standard’ or ‘Accelerated’. If you want to spend money quickly use ‘accelerated’, but ‘standard’ would work for the majority of your campaigns.

3) Set your start and end date. This step is not as important. If you choose to not do anything in this category, AdWords automatically selects ‘As soon as ads are approved’ for the start date and ‘None’ as your end date.

But this feature would be great to play around with for holiday deals or any discounts within a given time frame.

4) Pick your bidding strategy. Choose ‘Maximum CPV’. This allows you to set up the maximum amount you are willing to pay per view.

5) Choose your network. It depends on what your campaign goals are and where you want your ads to appear. You can pick between:

YouTube Search which are ads that appear solely in YouTube Search results.

YouTube Videos that appear on the homepage, watch, and channel pages only.

Video Partners that extends the reach of video ads to sites and apps in the Google Display Network.

It is best to not mix different networks when running campaigns because you can have more control. More of your budget will be spent on search results to help you obtain more data in less time.

If you pick YouTube Video Network, your budget is spread out, and now you have to monitor the performance of 3 different ad locations. This makes it harder to draw insight.

6) Set a language. You can choose your audience’s spoken language. ‘All language’ is the default option unless you choose to change it.

7) Pick your locations. You can pick to either exclude or target a certain location. You can target as big as a country or even more granular by targeting specific cities.

8) Assign your inventory type. This is a new AdWords’ feature that allows you to choose where your content appears. You are allowed to choose between these 3 inventory types.

Expanded inventory allows your ads to appear on most contents which include sensitive contents. However, your ads won’t appear on extremely sensitive contents like nudity, excessive profanity, and graphic violence. This option will allow you cheaper ads, but your ads might appear in non-customer friendly content.

Standard inventory lets your ads show on content that’s appropriate to most brands. They have the same exclusions as expanded inventory but also exclude repeated strong profanity, violence either real or dramatized, and discussion of sex.

Limited inventory excludes the most sensitive content. This option excludes moderate profanity and moderate sexually suggestive content.

9) Decide on excluded content. Here you will choose what exactly you want to exclude. But with future AdWords updates, inventory type will replace this feature.

10) Select excluded types and labels. You can choose to exclude certain content types like embedded videos, live streaming videos, or games. You also have the option to choose digital content labels to exclude general audiences, most audiences with parental guidance, and mature audiences.

11) Setup Additional settings. This category allows you the option to optimize for devices, frequency capping, and ad schedule.

12) Name your ad group.

13) Choose your ad group bid. In this category, you are given the option to add ‘Top content bid adjustment’. This allows you to increase your bid by a set percentage in order to be competitive in advertising on popular content on YouTube or Display Network.

14) Fill out ‘Create your video ad’ section. To select your video, you need to upload your video on to YouTube. Then copy and paste the URL of the video.

15) Select your video ad format.

Video discovery ad being selected as the video ad format within Adwords.

16) After you select ‘Video discovery ad’ for your ad format, you can choose your thumbnail and write your Headline, Description 1, Description 2, and Ad Name.

In-stream ads are next. Here are the steps to set them up.

Follow the steps in Video Discovery Ad above until you reach ‘Create your video’ section because the steps are the same.

1) Copy and paste your URL.

2) Select ‘In-stream ad’.

3) Then you need to provide ‘Display URL’ and a ‘Final URL’ for your ad.

The Display URL is what people see on your ad.

The Final URL is the website that people will be taken to if they take action and click on your ad.

4) Include a call to action, but this step is optional.

5) Add a companion banner.

Companion banner is a banner that will appear alongside a video ad. You can either have Google create one for you or you can create one yourself. This is only seen on computers.

6) Name your ad.

7) Click save and continue.

Now we are going to go over bumper ads.

Follow the steps in ‘Video Discovery Ad’. But, you would change the bidding strategy for bumper ads. Switch ‘Maximum CPV’ to ‘Target CPM’.

Note: You’re paying on a CPM basis (for every 1000 impressions). People can’t skip your ads, so you don’t have the option to pay when people choose to watch your ads.

1) Copy and paste your URL.

Your video has to be 6 seconds or less.

2) Provide your ‘Final URL’ and ‘Display URL’.

3) Choose your companion banner option.

4) Write your ad name.

5) Click save and continue.

Basic YouTube Ad Targeting Tips

YouTube Search Ads

When running a YouTube Search Network campaign, it is a good idea to target based on keywords. You can set up keyword targeting by selecting ‘Keywords’ from the ‘Content’ section.

How do you know which keywords you should be targeting?

You need to know your niche. Keyword Planner will also help you. However, you can’t use ‘exact match’ keywords when targeting keywords on YouTube. There is ‘Contextual targeting’ which creates a theme related to the keyword provided. If you want greater control over keywords that trigger your ads, keep your keyword selection tight, and create separate ad groups for different keyword groups and themes.

Note: The Placement feature can be very useful if you want to run YouTube Video in ‘related section’ and not in ‘search results’. Placements can have your video ads show next to videos that your audience normally watches.

Custom Affinity targeting also works well for getting your videos to appear next to the right videos.

YouTube Video Ads

Relevance is the key to video ads. One technique is to target the videos that people will view after searching for a popular keyword related to your niche.

To do this, first, go to ‘Placement’ targeting. You can type your topic into the search bar and you would be given related videos.

It’s a good idea to filter the search results by ‘Channel’. By targeting a channel, you can uncover and ultimately target a bunch of videos that share a similar theme to what you are trying to promote. Note the URL for the selected videos and channels, so that it can be targeted later.

Not all videos and channels will have monetization enabled, so some videos and channels will not show your ads. This means you can’t show your ads on them.

Now that you have the URL, go back to AdWords and enter them in the ‘Placements’ section. To do this, go to the ‘Targeting’ section and click on ‘Narrow your targeting (optional)’.

Then select ‘Placements’ from the drop-down menu. You’ll notice the option to ‘Search for Placements’ within this section. This option can be useful, but will not necessarily give you a good sense of the top videos people will see after typing a given search term. When adding placements manually, you need to copy and paste them into the ‘Add manually’ section. After pasting, click ‘Add placements’ to make sure you’re targeting them.  

Then click done to see the ‘typical’ bid range has changed. You want to start with the lower end of the bid range to see how the platform works, then gradually raise the bid. To make sure your ad is not displaying on less popular videos, it could be a good idea to use ‘popular video bid adjustment’ feature.

You might want to separate ad campaigns for different placements to make it easier to see which placements are driving the best results at what cost.

On the right-hand side, suggestions are provided in terms of how many impressions you’ll achieve, given your current daily budget and bidding settings.

Bumper Ads

There are two approaches for bumper ads targeting. The goal of bumper ads is to build awareness rather than direct sales.

The first approach is targeting interests and topics as opposed to placements or keywords. When you are targeting interests, you can work with two audiences, affinity, and in-market. Affinity audiences relate to audiences that are interested in certain topics and would be interested in learning more about it. In-market audiences are those that are actively looking to buy something.

When using interests or topics targeting, you may want to simultaneously set up ‘Demographics’ targeting for your ad, so your ads can be shown to a subset of people within the interests and topics you select.

The typical bids here are higher due to the cost per 1000 views. Also, experiment with ‘Popular videos bid adjustments’.

Click save then wait for your ad to be approved.

Advanced Targeting Tips

Custom Affinity Audience

This feature allows you to create an audience of your own to target. Custom affinity audience targeting lets marketers target customers’ interests that best fits what you’re selling. This provides another avenue where marketers can test to maximize results.

Here are the steps to set up your custom affinity audience. Remember that your custom affinity audience would be available to other campaigns.

1) First, go into an existing ‘Display campaign’.

2) Click the Audience tab.

3) Then edit your audience.

4) Go into the ‘Browse’ tab.

5) Click ‘What their interests and habits are’.

This section will provide you with a list of affinity audiences that you can select from.

You can also create a custom affinity audience by clicking the bottom button. This will allow you more control and customization of who to reach. These are the steps to create your own custom affinity audience.

1) Create your audience name.

2) Write a description (Optional).

3) Define your audience.

You can add relevant interests, URL, places, or apps. It is recommended to add at least 5 to improve targeting quality.

4) Click create and save.

How to Launch Remarketing on YouTube Ads

You can show ads to people who have visited your website, interacted with your brand on YouTube in some way, and provided you with their email address, as long as Google can match their email to a Google account.

Follow these steps to build your own remarketing YouTube ad.

Go to ‘Campaign’ section of AdWords and then click on ‘Audiences’.

If you want to remarket to people who visited your website, you’ll need to set up a remarketing tag. You should be notified of this as soon as you hit the Audiences page.

  1. Click on ‘manual targeting’.
  2. Select ‘Browse’ category.
  3. Choose the option ‘How they have interacted with your business’
  4. Choose ‘Website visitors’.

Here you can set a parameter of who should be added to the remarketing list.

If you want to remarket to people who interacted with your brand on YouTube follow these steps:

1) Select ‘Tools’ on the top right corner.

2) Go to the ‘Shared Library’ section.

3) Click on ‘Audience Manager’.

4) Click on ‘+’ and ‘YouTube users’.

5) You will get a list of different parameters to choose from depending on your ad’s purpose in ‘List members’.

6) Choose your ‘Initial list size’.

7) Decide on your membership duration.

This is the amount of time someone will stay on your remarketing list after interacting with your business.

Quick Tips on Optimization

Views & Engagement:

It is a good idea to review the ‘View rate’ for each of your targeting methods. View rate lets us know how many people watched and engaged with your ad compared to how many people were exposed to the ad overall. This will let you know which targeting methods are working and don’t.

Remember to install conversion tracking, so that you can directly identify which targeting methods are driving the most or the cheapest conversions.

If you find that your view rate is low, then it might mean your targeting is off, or your video is not engaging. If your view rate is high, but there are low conversions, it may be that the video gives away too much info, leaving no curiosity as people feel no need to learn more. It could also be that there is no clear or compelling call to action.

Bidding:

Youtube ads are subject to the same bidding strategies and methodologies that govern paid search, display and shopping ads on Google, with the exception of an additional bid strategy available only for Youtube ads: cost per view, or CPV. In our experience, CPV bidding doesn’t tend to deliver as strong of results as our CPC bid strategy used across other Google Adwords mediums. However, your mileage may vary and test extensively is always encouraged.

Conclusion

I hope this guide helped you realize that anyone can advertise on YouTube, not just marketers. Setting up your YouTube ads is as easy as following instructions to bake a cake. Follow these steps and you can see your business on YouTube soon.

After reading this guide, which YouTube video ad format will you use?


You just opened your email and saw a message from the DREAM company you want. Congratulations! You have been invited to an interview. That’s exciting, but now what? Your excitement turns into fear because you don’t know how to impress your interviewers.

Door opened with "your dream job" inside.
Your dream job is waiting for you.

Don’t worry – we have a complete guide to conquer your next digital marketing interview.

Discover the techniques you need to conquer your digital marketing interview with knowledge and confidence in just 15 minutes.

How to Make Your Resume Stand Out

If you want a better chance of getting the job, you need to stand out from other applicants. Interviewers are looking for specific qualities when searching for a new digital marketer and they have to sift through hundreds of resumes and look out for any obvious gems.

Certificates will definitely help you stand out from other applicants. Interviewers will see that you are interested in a career in digital marketing and committed to learning basic digital marketing tools. Google Analytics and Adwords are free certifications, so there is no reason to not get them. These certifications will also look good on any digital marketing resume. Bonus points if you achieve other certifications such as Facebook Blueprint, Hubspot, etc.

Technical skills are also key aspects that interviewers look at – they want to see if you are proficient at Excel, R, Python or data modeling tools. Knowing simple formulas and making graphs may have cut it in college, but it won’t cut it in the workforce.

It’s expected that you know keyboard shortcuts to speed up your execution and to correctly utilize advanced functions like VLOOKUP to answer data-driven questions. It is even better if you have experience with marketing platforms and vendors like Google Analytics, Adwords, and Facebook Ads. Any experience with design such as Photoshop and copywriting would be a bonus. There are tons of online resources that teach you how to be proficient in these tools. We recommend opening up your own ad accounts and practicing as nothing can replace real-world practice. Level up your digital marketing skills and check out this additional guide to learn how to write killer Google Adwords ads.

If you have a blog or a website, show it off! It will definitely force the interviewer to take a second look at your application. This will show your interviewers that you have the passion and a foundation for digital marketing. Make sure to highlight specific results as simply executing campaigns doesn’t demonstrate if you are performance driven or not.

Tips for Success during the Interview

Practice, practice, practice! Practicing will help you be more comfortable and confident for your interview. Lucky for you, this is a perfect study guide to help you practice.

Two people conducting an interview. The interviewer is conquering their digital marketing interview.

You need to do some research before the interview. Look up the company and interviewer if possible. LinkedIn is a great research tool for this purpose. You might find useful information on both the interviewer and the company.

Social and communication skills are important for digital marketers. The interviewer needs to know that you can communicate with fellow employees to succeed in the position. Especially at marketing agencies, you might be placed in a situation where you have to talk to clients. Public speaking is a muscle, so exercise it by going to networking events or other group events and practice introducing yourself until that muscle is strong.

Get specific with details and figures from your previous experience. Use numbers to describe your prior job successes. Concrete details are better for the interviewers to see your results compared to your abstract accomplishments. Between “I helped generate $1,000 in revenue within a 3 month period” and “I helped the company earn money while I was there,” it’s easy to tell that the which answer is better (the former, in case you were wondering).

Understand the position you applied for. You probably applied to multiple jobs, so make sure you are thinking about the right job for the right company. Employers don’t want to hire someone who is blindly carpet bombing Indeed.com with their resume. You also need to know what you will be doing and the skills you need to be successful.

Know every inch of your resume. The interviewer will most likely ask you questions about your resume. Most importantly, don’t lie about your credentials. Interviewers can tell if things don’t add up. It is not worth hurting your reputation.  

Prepare for Possible Interview Questions

Now let’s get into the actual interview. You came here to learn how to crush your next digital marketing interview. We provided you a list of possible digital marketing interview questions. Take some time and learn how to answer these commonly asked questions.

Behavioral Questions:

Interviewers ask personality questions to gauge if your personality matches the company. This is also an opportunity to show off who you are and see if you’re a good fit for the team.

It is important to understand your strengths and weaknesses to answer these questions. Take your time to develop your elevator pitch. This should include a brief introduction and what makes you special. Keep it short and around 30 seconds long.

Here are some examples of personality questions and why they would ask.

Tell me about yourself. This is an opportunity for you to open up and demonstrate your elevator pitch. The interviewer wants to get to know specifics about you so they can know you a bit better.

What is one accomplishment you are proudest of? Interviewers are looking for a significant achievement and how you accomplished it, ideally via drive, grit, and self-learning.

What is one of your hobbies? Interviewers are looking for progression/development in something that’s not forced (like school or work).

What is your 5-year goal and how do you plan to achieve it? Interviewers are looking for some concrete thoughts about the future, as well as evidence that you actively thought and researched about next steps.

What would your previous boss say about you? Interviewers are looking for a positive past relationship and experience w/ your prior company, or at least an honest, self-aware assessment.

Digital Marketing Related Questions:

Companies want to see if you have any prior knowledge of digital marketing and if you tried learning digital marketing on your own. Try to practice by answering these questions.

Why digital marketing?

What is your experience with digital marketing?

What are your relevant skills for this position?

How does your academic experience prepare you for this position?

Company Related Questions:

These types of questions will allow the interviewers to see if you have taken the time to research the company before the interview and have a real interest in the company.

Why do you want to join our company?

What do you know about this company?

Describe your ideal work environment.

Your Questions:

At the end of the interview, you will be given a chance to ask the interviewer questions. Take this chance to learn more about the company and the position. It also lets the interviewers know that you were engaged in the conversation and show genuine interest. Here are some example questions to ask your interviewer.

How have you grown personally through your experience with this company?

What does a typical day look like?

Why did you come to this company?

What is your favorite part about working here?

How can I grow here?

Remember not to limit yourself to these questions. Be creative because this is your time to interview your interviewer.

Post Interview Procedures

Finally, the questioning portion is over. It’s time to ask for the interviewer’s contact information or business card. This is important because you can contact them to follow up with the interview and hiring process.

Don’t forget to send a follow-up or a thank you email to your interviewer. Most applicants are too lazy to do this extra step and they will be less likely to get the job. Thank you emails aren’t difficult to write and you will stand out from other applicants.    

Here are 3 essential things to include.

  1. Show appreciation of the interviewer’s time.
  2. Mention something specific in the interview, so they know you didn’t copy and paste this email.
  3. Express interest in the position and your excitement to learn more.

You can find a thank you email template anywhere, but remember to customize yours.

A person celebrating because they finished their digital marketing interview.

Now that you are finally done, sit back and take a deep breath. Even though your goal is to land your dream job, every interview will make you more comfortable with talking about yourself and sharing your experience.

Which of these tips do you think is the most interesting? Let me know.


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