SMX West 2013 YouTube Words CRO
-
date post
20-Oct-2014 -
Category
Business
-
view
697 -
download
1
description
Transcript of SMX West 2013 YouTube Words CRO
Stroll’s Awards
Why YouTube Ads?
• 2nd Most Visited Search Engine
• #1 Video Destination on the Web
• 2015 – 50% CPV Campaigns
• Less Competition!
Biggest Myth:
“YouTube is Only a
Brand Building Tool.”
TrueView Ads
•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
•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
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?
Step 1:Picking the Right Video
• Length Matters
Check YouTube InsightsCheck where maximum drop-off happens and see how long viewers are
engaged.
Views
Engagement
Mobile
Add Related Videos
Don’t be a One-HitWonder!
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:
Related Video Ideas:Portent’s Content Idea Generatorhttp://www.portent.com/tools/title-maker/
Step 2:Optimizing Your Channel
PageApply for a YouTube Brand Channel
Benefits:• Custom Images
• Contact Google Reps • Upload Placeholder Videos• Fill in Content while Waiting
How to Apply
• Content Accessibility Filters
• Enhanced Tracking Capabilities
Alternatively: Use YouTube One Channel
www.youtube.com/onechannel
Benefits:• Anyone can set-up
• Create a banner with CTAs
• Cross-device usability
• Incredibly easy to customize
• Features to encourage subscriptions
• Flexible design options
Example:
Toot Your Own Horn!Customize!
Share Info & Links
Make it Compelling
Shorter Attention Spans
Push Visitors Down the Sales Funnel
The MVP for Conversion Rate
Free Banner Ad!
Boosts Clicks & CR!
Clear Calls to Action
Even if Video Doesn’t Engage - $0 CPC “Ad”
Specs
Banner Examples:Pimsleur Approach (w Brand
Channel)
Pet Collective (w One Channel)
Step 3:Selecting the Right
KeywordsHigher up theSales Funnel
Step 3:Selecting the Right
Keywords• Choose Broader Keywords and Shorter Phrases• CPV’s Cheaper than Average Search CPCs• Use the YouTube Keyword Tool
Think Like Paid Search:
Step 4:Creating Effective Ads
Thumbnail SelectionHelps with CTR:
Destination PagePlay the Ad on Your Channel Page
Step 5:Leveraging Annotations
How to Set Up Annotations
1. Add Annotation Button:
2. Choose Style:
3. Perfect and You’re Done!
Showcase CTA within the Video
Use Vanity URLsApply for External Annotations
YouTube Links Clickable
Drive Clicks to Related Videos
Step 6:Building Trust
Set Aside 20 Minutes Each Day for YouTube Community Management
Step 7:Continued Optimization
Thumbnail
Ad Copy
Channel Banner
Annotations
Video
Landing Page
Channel Page Design
• 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.