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.