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250 Part IV Promotion and Monetization

Remember, the keywords you select are matched against the keywords that
YouTube’s users search for. When someone searches for one of your keywords, your
Promoted Video ad is placed in the running to be displayed. (Whether it’s actually
displayed or not depends on how much you bid per click, what other advertisers are
bidding on that same keyword, and other factors, as previously discussed.)

So, for example, if someone is searching for the word “shirt,” only advertisers who
bid on the word “shirt” will have their ads considered for display. If you haven’t
specified “shirt” as one of your keywords, your ad won’t be displayed on this per-
son’s search results page. So if you’re targeting people who are looking for videos
about shirts, you want to specify the word “shirt” as one of the keywords for your
campaign.

Similarly, if someone is searching for the phrase “polo shirt,” only advertisers that
specify that phrase will register as a match. If your campaign includes the word
“shirt” but not the phrase “polo shirt,” it won’t be a match for that particular query.
You need to specify the entire key phrase as part of your campaign.

As I said, you can enter as many keywords as you like, then click the Add to List
button. This adds the keywords to your list; click the Next button to proceed.

Setting CPC

After you assemble the list of keywords you want to associate with your PPC ads,
you need to determine how much you should bid on those keywords. When you get
to the Set CPC page, shown in Figure 22.7, enter your maximum CPC—the most
you’re willing to pay for each click.

Figure 22.7 Setting the maximum CPC for your Promoted Videos campaign.

In reality, different keywords will go for different rates. It’s logical, really. Those key-
words that more advertisers want to use get bid higher, and have higher CPC rates;
those keywords that aren’t as popular have lower CPC rates. So it’s just as easy to
bid high on a low-priced keyword as it is to bid low on a high-priced one.