With more than 2 billion logged-in users a month, Starting with YouTube ads is an incredible opportunity for brands to reach a large and engaged audience. But like any digital marketing strategy, it’s essential to have a clear goal in mind before you start, and a consistent, accurate measurement system to track performance over time.

Once you’ve determined the goals for your YouTube video ad, assess the available formats to find the best solution. For example, skippable in-stream ads are ideal for a product-focused brand or those looking to drive conversions. Non-skippable in-stream and bumper ads are great for gaining brand awareness or reaching a wider audience.

Getting Started: A Beginner’s Guide to YouTube Ads

For all of these ad types, the cost to reach a view depends on how targeted your campaign is and your bid strategy. To lower your ad’s cost, you can set specific bidding options or select a maximum bid amount. You can also limit the videos where your ad appears by selecting the types and ratings you want to avoid.

You can create a new YouTube ad by clicking the “Ads Manager” button in AdWords, selecting a video, and then choosing the proper campaign type and subtype. From there, you can select your budget—whether you’d prefer to pay by the day or as a total amount for the entire campaign—and choose dates when you’d like your ad to run. You can also choose your bid strategy, including whether you want to prioritize clicks, impressions, or a combination of both.