Post on 12-Aug-2015
Casey Henry!@caseyhen !
casey@wistia.com
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Using Video to Increase Your SEM Performance
Casey Henry4 Years working at Moz in Seattle on their Marketing and Engineering teams. !
SEO Consultant & developer before working with Moz. !
Currently working at Wistia on the marketing team managing SEM, SEO, Data Analysis, and PPC. !
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About WistiaWistia is professional video hosting with
analytics and video marketing tools. !
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Hosting over 4 million videos 175,000 customers hosting videos Played video for billions of users
40ish employees Based in Cambridge, MA
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http://wistia.com/
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Things To Remember About Video
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Video = Content Video = Form
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- Phil Nottingham (Distilled)
#DFWSEM @caseyhen
Video Often Cannot Stand On It’s Own
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Video Build Emotional Connections
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Video Can Take Time To Get Right, Test!
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2013, 2014, 2015 The Year of Video
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Why 2015 IS The Year for Video
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Why 2015 IS The Year for VideoReduction In Cost of Equipment
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Why 2015 IS The Year for VideoReduction In Cost of Equipment
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Why 2015 IS The Year for VideoAvailability of Success Metrics
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The Days of Play/View Counts Are Over
#DFWSEM @caseyhen
Why 2015 IS The Year for VideoIncrease of Mobile Usage
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Why 2015 IS The Year for VideoFaster Internet Speeds
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Source: Akamai#DFWSEM @caseyhen
Video Marketing
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Marketing
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Content Marketing
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Funnel !Marketing
Video Marketing Video Marketing
Video Marketing In Your Content
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Video Marketing You Know
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Video & Site Metrics
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Video Content & The Fold
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Each Zone is 250 Pixel in
Height
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Custom Thumbnails 35% Increase In Play Rate
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Custom Play Button 19% Increase In Play Rate
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Tip of the Iceberg
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Video Marketing In Your Funnel
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SEO & Video
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Remember These Days?
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Video Marketing Is About More Than Just
Video Snippets!
#DFWSEM @caseyhen
Rich Snippets Test
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25 Different Domains DA range from 10 to 93
80% had video snippets before update Range in content types
All have used video in past Wistia, Vimeo, Dailymotion Embeds
#DFWSEM @caseyhen
Rich Snippets Test
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Rich Snippets Results
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No Return of Video Snippets!in Web Search
#DFWSEM @caseyhen
Rich Snippets Next Steps
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What About YouTube!
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Your Home vs. Playground
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http://bit.ly/youtube-playground
#DFWSEM @caseyhen
Go Where Your Audience Is
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Create and Measure Video KPIs
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What’s Left of Video SEO?
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Meta Tags Needed for Context iFrames
Video Search Tab Enjoy Structured Data for Now
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PPC & Video
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Quality Scores & Video
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Quality Score Test20 Different Landing Pages
10 Different Keywords 1 With Video & 1 Without Video
3 Different Accounts Similar Spends But Different Markets
Same Time Periods#DFWSEM @caseyhen
Quality Score Results
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Video Pages Did See Higher
Conversion Rates
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Quality Score Results
Pages with higher conversion rates saw increase in
quality score50#DFWSEM @caseyhen
Quality Score Results
Test Was Too Small, More Tests Needed
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We Did See Increase In Conversion By 270% When Played Video
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How Are Companies Using Video
w/Paid Landing Pages?
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100,000 Keywords
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375,000 Landing Pages
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145,000 Domains
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13% of Landing Pages
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<1% Had Video
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<Rant>
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35% of Ads Have Homepage As
Their Landing Page
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65% Have Moz PA > 15
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</Rant>
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PPC Landing Pages Should Drive Conversions
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Videos Can Help Increase Those Conversion
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Give a Clear CTA When The Video Ends
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Other Ways Video Help Paid Landing Pages
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Bounce Rate
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Time on Page
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Pages Per Session
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Video Needs Text For Context
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Poor Landing Page
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Retargeting & Video
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Retargeting is about Segmentation
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Fire pixel on completion of video.
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Wistia!http://bit.ly/wistia-events
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Vimeo!http://bit.ly/vimeo-events
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YouTube!http://bit.ly/youtube-events
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15-20% increase in conversion after viewing
first video and retargeted.
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Customers
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Landing Pages With Video
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Facebook RHC
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Twitter Retargeting
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Autoplay on Landing?
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Minimal Effect on Metrics
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Prospecting & Video
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Preroll Video
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Brand Awareness Play Most Clicks Bounce
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Facebook Prospecting
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Again, Stick to RHC
NewsFeed Underperformed
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Facebook’s Ad Exchange Rules Make Things
Semi-Difficult
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Organic Facebook Video Defaults With No Sound
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Your Funnel & Video
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Limit Video Use In Your Funnel
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Yes, I Said That
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Videos Should Convey Different Messages
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Product Explainer Video Increase Conversion By 35%
For Those That Complete
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Spikes in Engagement
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Social & Video
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It’s about connecting to your audience...
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Instead of driving conversions.
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Go to the network where your customers are!
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Use video to a make connection
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Drive to website for conversions after
connection
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Twitter’s Native Video Brands Still Unsure of Uses
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Twitter Ads Tip
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Clearbit.com
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Twitter Segments
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Clearbit.com
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Target Twitter Handles
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250% Increase in Engagement & Follows
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Wrapping Things Up
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Video is Primarily Being Used for Blog Content
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But..... We Are In The Early
Stages of Something Big
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Video for SEM Campaigns is Still Underutilized
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Now is the Time to Get the Upper Hand on the
Competition
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Resources if new to video !
Wistia Community http://wistia.com/community
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Wistia Learning Center http://wistia.com/learning