G+ & YouTube Paid Organic Amplification
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Transcript of G+ & YouTube Paid Organic Amplification
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@mannyrivas
G+ & YOUTUBE PAID ORGANIC AMPLIFICATION
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
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@mannyrivas
ENGAGEMENT ADS
5 ad units One video lightbox (468x60, 728x90, 300x250, 336x280, 120x600,
160x600) Hover-to-play ad (300x250, 336x280) G+ promoted posts (300x250, 320x50, 160x600, 728x90) 3 vid, video lightbox (320x50, 468x60, 728x90, 300x250, 336x280,
120x600, 160x600) Catalogs in lightbox (300x250, 320x50, 160x600, 728x90)
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
GETTING SOCIAL IN GDN
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
+POST ADS
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
+POST ADS (WHEN USER EXPANDS)
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@mannyrivas
~3% CTRS. OUTSTANDING IN GDN.
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Ecommerce
Awareness
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@mannyrivas
CHARACTER COUNT IS IMPOR
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Ad $tle: pulled from G+ profile Ad descrip$on: pulled from selected G+ update
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@mannyrivas
BREVITY IS KEY.
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
G+ AD UNITS
Awesome CTRs for display Highly customizable Ability to seed engagement Range of units
+post ads Video lightboxes Hover to play Catalog
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
DONT FORGET: SOCIAL DOES NOT = SEO, ENGAGEMENT DOES
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@mannyrivas
REMEMBER: SOCIAL DOES NOT = SEO, ENGAGEMENT DOES
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
THE SETUP
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
CAMPAIGN SETTINGS: CONNECT ADWORDS & YOUTUBE
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
Goal: Eat soup Tac0c: Fork KPI: high food to mouth ra$o A.K.A Sip-Through-rate (STR)
FAIL
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@mannyrivas
WHAT DETERMINES YOUTUBE SUCCESS?
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Impressions
Clicks
Return on Ad Spend
Revenue Time on Site
Views
Likes
Followers
Subscribers
Cost per Lead
Cost per Acquisi$on
Marke$ng Qualified Leads
Phone Calls Impression Share
Average Posi$on
Audience Reten$on
Net Return on Ad Spend Cost Per Click
Cost Per View
Average Order Value
Leads
White Paper Download Offline Ac$ons
Call Dura$on
WHAT DETERMINES YOUTUBE SUCCESS?
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
CASE STUDY BACKGROUND
Client: Adult continuing education product in a competitive space Mainly focused in AdWords and testing YouTube ads Already using videos in paid search landing pages to assist
conversion Challenge: Prove YouTube as a profitable sales channel Advertising Method: Multiple YouTube video ad formats KPI: Increase conversion volume & decrease CPA
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
CASE STUDY RESULTS
Average YouTube CPA Reduced by 51% Increased average monthly conversion volume by 120%
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
CASE STUDY: ICONIC U.S. BRAND PRODUCT
LAUNCH
Introduce prequalified traffic into funnel & cultivate these audiences leading up & through the product launch. After dramatic awareness for sales.
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
MEASURING SUCCESS
~100,000 psychographic video views & unique users added to primary target audience aggregated in remarketing lists.
Earned video viewership
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
NEW AUDIENCES
Demo: Female 25+
Primary KIDS kid proofing your house making your own baby food car safety reviews best car for teenage driver kid travel kits traveling with kids
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Secondary AFTERMARKET ACCESSORIES install child seat TECHNOLOGY best car nav. Technology car safety technology
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@mannyrivas
THE AD UNIT: TRUEVIEW INSTREAM
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
INSTREAM PERFORMANCE
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Views: 105,094 Impressions: 1,054,179 Avg. CPC: $.19 Site Visits: 6,480
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@mannyrivas
BOOST UNIQUE VIEWERSHIP THROUGH DAILY IMPRESSION CAPS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
FEMALE LIST STATS
List Size: 82,000 Like User List Size: 86,000 Total List Size: 168,000 Est. List Size: ~100,000 Cost per user (1st): $0.25 Cost per user (3rd): $0.12
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
CHOOSE THE RIGHT PLACE TO CREATE YOUR ADS
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@mannyrivas
AD UNIT FLAVORS: INDISPLAY
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
AD UNIT FLAVORS: INDISPLAY
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
AD UNIT FLAVORS: INSTREAM
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
SAME RULES APPLY
Search vs. contextual Targeted & sticky ad creative Conversion tracking Remarketing
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
KEYWORD RESEARCH
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
KEYWORD RESEARCH
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
PLACEMENT RESEARCH
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
PLACEMENT RESEARCH
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Object based scraper
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@mannyrivas
SAME RULES APPLY
Campaign/Ad group structure Daily budget Creative Networks Bids Position/Ad rank Channels/videos/keywords/categories Delivery schedule Frequency Placements & exclusions Landing pages
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
MONITOR PLACEMENT RELEVANCY CLOSELY
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@mannyrivas
TrueView InStream Non-skippable InStream CTA overlay ads External annotations InVideo display ads
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@mannyrivas
CTA OVERLAY
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
EXTERNAL ANNOTATIONS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
INVIDEO ADS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
Search keywords Display keywords Topics Demographic Interests Remarketing lists Placements
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@mannyrivas
REMARKETING GONE SOCIAL
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@mannyrivas
RETAIN ENGAGED USERS
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@mannyrivas
SAME PPC RULES APPLY
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
SAME PPC RULES APPLY BUT NOT ALL FEATURES ARE AVAILABLE L
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
WHATS MISSING
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
WHATS MISSING
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
WHATS MISSING
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
WHATS MISSING
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
WHATS MISSING
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
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@mannyrivas
L
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@mannyrivas
MONITOR & LEVERAGE THE FOLLOWING
Campaign/Ad group structure Daily budget Creative Networks Bids Position/Ad rank Channels/videos/keywords/categories Delivery schedule Exclusions Landing pages
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
Video campaign spend/performance separated 11 ads per Campaign Conversion optimizer not Available Not Supported in Adwords Editor
TRUEVIEW CONS
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@mannyrivas
TrueView InStream Ad Units Remarketing lists Bulk upload
PROS
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@mannyrivas
ATTRIBUTION
Show the real value of YouTube
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
OWN THE VIEWER EXPERIENCE
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
CONVERSION OPTIMIZER IS YOUR FRIEND
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
TAKEAWAYS
Are you looking for views, engagement or conversions? Create a variety of literal & inferred targets
View KPIs: InStream Engagement KPIs: InDisplay
Build remarketing lists to leverage in GDN or search
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@mannyrivas
TAKEAWAYS
Create InStream ads in Adwords for Video Test the Channel page vs. the watch page Target your CPA with Conversion Optimizer AdWords for Video works & still has a ways to go
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@mannyrivas
BECOMING 1 WITH REPORTING
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
ANALYTICS
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@mannyrivas
STREAMLINE REPORTING WITH SHORTCUTS & DASHBOARDS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
SUPERMETRICS DATA GRABBER
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
ACQUISITION > CAMPAIGNS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Include all campaign UTM tags as well as auto-tagged AdWords campaigns
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@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
STANDARDIZE NAMING CONVENTION
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@mannyrivas
MULTI-CHANNEL FUNNELS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Provides insight into channel performance as it relates to primary KPIs
Assisted conversions
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@mannyrivas
MULTI-CHANNEL FUNNELS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Top conversion paths
Create custom Channel groupings to further define traffic sources (e.g. brand vs. non-brand; search, display vs. affiliate)
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@mannyrivas
ECOMMERCE > TIME TO PURCHASE
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
37%
Implica$ons for retarge$ng list dura$ons
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@mannyrivas
DEMOGRAPHICS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
INTEREST DATA TO INFORM DISPLAY TARGETING
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
DATA SEGMENTATION
Audit site usage apart from building lists Understand how desired traffic interacts with the site over multiple
sessions
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
LIST OPTIONS
Smart lists All (unfiltered) Specific page visits Converted Segments (where all the fun is)
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
BUILDING SEGMENTS
Demographic (age, gender, language, affinity, in-market, other, location)
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
BUILDING SEGMENTS
Demographic (age, gender, language, affinity, in-market, other, location)
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
BUILDING SEGMENTS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
Behavior (sessions, days since last session, transactions, duration)
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@mannyrivas
BUILDING SEGMENTS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
BUILDING SEGMENTS
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.
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@mannyrivas
SUMMARY
Leverage dashboards & shortcuts Key reporting sections to become familiar with:
Acquisition > campaigns Multi-channel funnels > Assisted conversions Multi-channel funnels > Top conversion paths Ecommerce > Time to purchase
Become familiar with segmentation Remarket from advanced segments
2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.