Paid Video Search Workshop: Is Paid Video Search Right for Your Organization?

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Paid Video Search Workshop: Deciding if It’s Right for Your Organization and Strategies for Success Presented by KeywordFirst

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  • Paid Video Search Workshop:

    Deciding if Its Rightfor Your Organizationand Strategies for Success

    Presented by KeywordFirst

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  • Paid Video Search

    Video is growing and presents a wide range of opportunities for savvy marketers.Its important to have a solid business reason for investing in paid video search.This presentation covers whats driving the video marketing trend, factors to help you decide whether its right for your organization and ideas for proceeding if it does.

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  • Moving Pictures Worth Millions of WordsForrester estimates thatone minute of video is worth 1.8 million words of text as far as the message communicated.(Pretty attractive to marketers looking to break through the clutter, huh?)

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  • Explosive Growth

    Video is overtaking text and images as the preferred method for consuming content on the Internet.Video already accounts for 64 percent of all Web traffic, and thats expected to rise to 80 percent by 2019.The continued use of mobile to watch video has contributed to this growth -- YouTube says that half of all views of its content are on mobile devices.

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  • A Tale Seldom ToldPaid video search is attractive to marketers because its not as competitive as traditional paid search, which has become more expensive, in part due to developments such as close variant matching (CVM).More marketers have been jumping in to paid text search since results were broadened to the close enough level. Video can seem like a relative bargain since fewer organizations are taking advantage.

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  • Measuring the Effectiveness of Video

    Its becoming easier to measure the effectiveness of paid video search.Google currently recommends using attribution marketing to do this.Its also helping marketers do so by integrating the YouTube advertising platform into AdWords and launching TrueView for shopping (in beta), where customers can shop directly from product images embedded into videos.

    *With TrueView for shopping, marketers will be able to use last-click conversion measurements much more effectively for video. See https://support.google.com/analytics/answer/1191204?hl=en for more information.

  • Consumers Choose the Story

    One of the biggest factors contributing to the growth of video is the change in the way its consumed since content providers no longer control viewing habits.Consumers can watch what they want, when they want and seek out content on their own terms, on a variety of devices.

    *Measuring video audience has been challenging, although Nielsen may have cracked the code on Netflix: http://www.wsj.com/articles/netflix-viewership-finally-gets-a-yardstick-1440630513.

    Other sites, such as Google TrueView, ensure advertisers are only paying for actual views.

  • Doing Video Right

    Its imperative to make sure your attribution modeling is in order so you can judge your campaigns effectiveness.If thats not the case, wait to start until it is, especially if your product or service is more of a considered purchase.Taking the time to understand your audience and build the models will help you to drive more value throughout your campaign.

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  • Doing Video Right (continued)

    Its also important to be patient with your campaigns. The downside of consumers viewing content when and how they want is that it can take a while for your videos to be discovered and viewed by your target audience.This is another good reason to ensure that your attribution models are in order and that you dont pull the plug too soon.

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  • You Have 3 ChoicesWait for the right time for you and your customers.Proceed slowly and cautiously, at a pace that avoids major gaffes.As quickly as possible; the Internet moves so fast that any mistakes will be behind you quickly.

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  • What Should You Do? Industrial or B2B marketers: Video isnt prevalent in your industry, so you can probably afford to wait (especially if you dont currently have any video assets, and your customers arent demanding that you get some).

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  • What Should You Do? (continued) Retailers or those who sell products or services through direct response:Now is a great time to get in, especially if you have some video available. Competition is relatively low, and you can own video search for much less than it might cost for text-based search. Even if you dont have video right now, there are specialty companies that can help you develop some quickly and at a low cost.

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  • What Should You Do? (continued) If your organization is risk averse, proceeding slowly might be the best bet.Try adding videos to your website and then use Google Analytics to monitor how often theyre viewed, understand if visitors are staying through them and see whether theyre going from one to the next.This will tell you whether your content has the potential to work on a broad scale so that you can expand into channels such as YouTube.

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  • Summing UpVideo is overtaking text and images as the preferred method for consuming content on the Internet.Consumers are in control and can watch what they want, when they want.Video search presents a wide range of opportunities for savvy marketers because its not as competitive as traditional text-based paid search, and its becoming easier to measure the effectiveness of campaigns.

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  • Summing Up (continued)You can drive greater success with video search campaigns in the short and long term by: Having a solid business reason for launching.Ensuring your attribution modeling is in order before proceeding.Being patient since it may take a while for your videos to be discovered.

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  • Resources:Video search series on our FirstWord blog:http://keywordfirst.com/comes-paid-video-search-listen-mom/Google Analytics channel conversion reports:https://support.google.com/analytics/answer/1191204?hl=enSee more useful posts on our FirstWord blog:http://keywordfirst.com/blog/Contact:Mark Smithhttp://keywordfirst.com/about-us/our-team/Co-Founder, [email protected]

    Want to learn more?

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    *With TrueView for shopping, marketers will be able to use last-click conversion measurements much more effectively for video. See https://support.google.com/analytics/answer/1191204?hl=en for more information.*Measuring video audience has been challenging, although Nielsen may have cracked the code on Netflix: http://www.wsj.com/articles/netflix-viewership-finally-gets-a-yardstick-1440630513.

    Other sites, such as Google TrueView, ensure advertisers are only paying for actual views.*

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