@mannyrivas

G+ & YOUTUBE PAID ORGANIC AMPLIFICATION

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

@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.

@mannyrivas

GETTING SOCIAL IN GDN

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

+POST ADS

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

+POST ADS (WHEN USER EXPANDS)

@mannyrivas

~3% CTRS. OUTSTANDING IN GDN.

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

Ecommerce

Awareness

@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

@mannyrivas

BREVITY IS KEY.

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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.

@mannyrivas

DONT FORGET: SOCIAL DOES NOT = SEO, ENGAGEMENT DOES

@mannyrivas

REMEMBER: SOCIAL DOES NOT = SEO, ENGAGEMENT DOES

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

THE SETUP

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

CAMPAIGN SETTINGS: CONNECT ADWORDS & YOUTUBE

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

Goal: Eat soup Tac0c: Fork KPI: high food to mouth ra$o A.K.A Sip-Through-rate (STR)

FAIL

@mannyrivas

WHAT DETERMINES YOUTUBE SUCCESS?

@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?

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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.

@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.

@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.

@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.

@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

@mannyrivas

THE AD UNIT: TRUEVIEW INSTREAM

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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

@mannyrivas

BOOST UNIQUE VIEWERSHIP THROUGH DAILY IMPRESSION CAPS

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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.

@mannyrivas

CHOOSE THE RIGHT PLACE TO CREATE YOUR ADS

@mannyrivas

AD UNIT FLAVORS: INDISPLAY

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

AD UNIT FLAVORS: INDISPLAY

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

AD UNIT FLAVORS: INSTREAM

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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.

@mannyrivas

KEYWORD RESEARCH

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

KEYWORD RESEARCH

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

PLACEMENT RESEARCH

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

PLACEMENT RESEARCH

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

Object based scraper

@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.

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

MONITOR PLACEMENT RELEVANCY CLOSELY

@mannyrivas

TrueView InStream Non-skippable InStream CTA overlay ads External annotations InVideo display ads

@mannyrivas

CTA OVERLAY

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

EXTERNAL ANNOTATIONS

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

INVIDEO ADS

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

Search keywords Display keywords Topics Demographic Interests Remarketing lists Placements

@mannyrivas

REMARKETING GONE SOCIAL

@mannyrivas

RETAIN ENGAGED USERS

@mannyrivas

SAME PPC RULES APPLY

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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.

@mannyrivas

WHATS MISSING

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

WHATS MISSING

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

WHATS MISSING

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

WHATS MISSING

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

WHATS MISSING

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

@mannyrivas

L

@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.

@mannyrivas

Video campaign spend/performance separated 11 ads per Campaign Conversion optimizer not Available Not Supported in Adwords Editor

TRUEVIEW CONS

@mannyrivas

TrueView InStream Ad Units Remarketing lists Bulk upload

PROS

@mannyrivas

ATTRIBUTION

Show the real value of YouTube

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

OWN THE VIEWER EXPERIENCE

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

CONVERSION OPTIMIZER IS YOUR FRIEND

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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

@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

@mannyrivas

BECOMING 1 WITH REPORTING

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

ANALYTICS

@mannyrivas

STREAMLINE REPORTING WITH SHORTCUTS & DASHBOARDS

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

SUPERMETRICS DATA GRABBER

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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

@mannyrivas 2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

STANDARDIZE NAMING CONVENTION

@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

@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)

@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

@mannyrivas

DEMOGRAPHICS

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

INTEREST DATA TO INFORM DISPLAY TARGETING

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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.

@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.

@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.

@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.

@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)

@mannyrivas

BUILDING SEGMENTS

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@mannyrivas

BUILDING SEGMENTS

2014, is a publication of aimClear, an integrated social, search, PR & display marketing agency.

@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.