SMX West 2013 YouTube Words CRO

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Seven tips for high-converting YouTube Ad Campaigns.

Transcript of SMX West 2013 YouTube Words CRO

Page 1: SMX West 2013 YouTube Words CRO
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Stroll’s Awards

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Why YouTube Ads?

• 2nd Most Visited Search Engine

• #1 Video Destination on the Web

• 2015 – 50% CPV Campaigns

• Less Competition!

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Biggest Myth:

“YouTube is Only a

Brand Building Tool.”

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TrueView Ads

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•Viewer ExperienceSees a video promoted among search results on YouTube or video.google.com

TRUEVIEW IN-SEARCH ADS

• Advertiser is ChargedWhen viewer chooses to watch its ad

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•Viewer ExperienceSees video promoted against suggested videos on YouTube or related content across the Google Display Network

TRUEVIEW IN-DISPLAY ADS

• Advertiser is ChargedWhen viewer chooses to watch its ad

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60 Second Case Study• Early on In-Search & In-Display were Winners

• Further Optimizations = Massive ROAS

• Spending Thousands of $$$ Each Week

• Low Maintenance After Initial Ramp-up

So, How Did We Do It?

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Step 1:Picking the Right Video

• Length Matters

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Check YouTube InsightsCheck where maximum drop-off happens and see how long viewers are

engaged.

Views

Engagement

Mobile

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Add Related Videos

Don’t be a One-HitWonder!

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Related Video Ideas:• 3-4 Additional Videos:

- Testimonials- Product Details- Humor

• Use Your Blog Posts• See FAQs from Your Own Customers• Turn Infographics into Videos

Ideas:

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Related Video Ideas:Portent’s Content Idea Generatorhttp://www.portent.com/tools/title-maker/

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Step 2:Optimizing Your Channel

PageApply for a YouTube Brand Channel

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Benefits:• Custom Images

• Contact Google Reps • Upload Placeholder Videos• Fill in Content while Waiting

How to Apply

• Content Accessibility Filters

• Enhanced Tracking Capabilities

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Alternatively: Use YouTube One Channel

www.youtube.com/onechannel

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Benefits:• Anyone can set-up

• Create a banner with CTAs

• Cross-device usability

• Incredibly easy to customize

• Features to encourage subscriptions

• Flexible design options

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Example:

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Toot Your Own Horn!Customize!

Share Info & Links

Make it Compelling

Shorter Attention Spans

Push Visitors Down the Sales Funnel

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The MVP for Conversion Rate

Free Banner Ad!

Boosts Clicks & CR!

Clear Calls to Action

Even if Video Doesn’t Engage - $0 CPC “Ad”

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Specs

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Banner Examples:Pimsleur Approach (w Brand

Channel)

Pet Collective (w One Channel)

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Step 3:Selecting the Right

KeywordsHigher up theSales Funnel

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Step 3:Selecting the Right

Keywords• Choose Broader Keywords and Shorter Phrases• CPV’s Cheaper than Average Search CPCs• Use the YouTube Keyword Tool

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Think Like Paid Search:

Step 4:Creating Effective Ads

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Thumbnail SelectionHelps with CTR:

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Destination PagePlay the Ad on Your Channel Page

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Step 5:Leveraging Annotations

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How to Set Up Annotations

1. Add Annotation Button:

2. Choose Style:

3. Perfect and You’re Done!

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Showcase CTA within the Video

Use Vanity URLsApply for External Annotations

YouTube Links Clickable

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Drive Clicks to Related Videos

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Step 6:Building Trust

Set Aside 20 Minutes Each Day for YouTube Community Management

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Step 7:Continued Optimization

Thumbnail

Ad Copy

Channel Banner

Annotations

Video

Landing Page

Channel Page Design

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• Follow me on Twitter @purnavirji• Add me on LinkedIn:

www.linkedin.com/in/purnavirji• Recommended Reading: Any articles by Manny Rivas for great step-by-step advice & tips.