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Display and Video Advertising

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Digital Marketing - Study Notes:

Personal versus brand

There are two types of YouTube channel available, depending on whether you're an individual content creator or you plan to operate as a brand online.

  • Personal channels are populated with personal details and generally only have one administrator.
  • Brand channels are run and managed by an advertiser or a company by multiple users. Critically, there are no personal details on this channel.

On your YouTube channel you can upload your videos and house your content online. And it's important to ensure that you keep your channel regularly updated. For example, any changes to your company branding. Your YouTube channel should reflect your business, similar to your website would.

Creating a personal YouTube channel

To create a personal YouTube channel, search for YouTube on a computer or using the mobile site. If you try an action that requires a channel, such as uploading a video or posting a comment, you will be prompted to create a channel.

Your details will automatically be populated with the details of your Google account. Check these details and confirm that you want to create your own channel.

Creating a brand YouTube channel

To create a YouTube channel for a brand, you will begin with a personal channel. This channel will then be deleted in the process of creating a brand channel.

  1. Sign in to YouTube and go to your channel list.
  2. Fill out the details of your brand account and verify it.
  3. Use the account switcher at the top-right corner of your screen to switch between the personal account.
  4. Visit your account settings, and next to your profile picture click Advanced Settings.
  5. Select Move Channel to Brand Account.
  6. Select your brand channel and opt to delete the personal channel that you were logged in as.
  7. Follow the instructions on screen to add additional managers.
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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies
Lisa Dunn

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

ABOUT THIS DIGITAL MARKETING MODULE

Display and Video Advertising
Lisa Dunn Lisa Dunn
Skills Expert

This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.

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