Paid Video Search Workshop:

Deciding if It’s Rightfor Your Organizationand Strategies for Success

Presented by KeywordFirst

Paid Video Search

• Video is growing and presents a wide range of opportunities for savvy marketers.

• It’s important to have a solid business reason for investing in paid video search.

• This presentation covers what’s driving the video marketing trend, factors to help you decide whether it’s right for your organization and ideas for proceeding if it does.

Moving Pictures Worth Millions of Words

Forrester 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?)

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 that’s 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.

A Tale Seldom Told

• Paid video search is attractive to marketers because it’s 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.

Measuring the Effectiveness of Video

• It’s becoming easier to measure the effectiveness of paid video search.

• Google currently recommends using attribution marketing to do this.

• It’s 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.

Consumers Choose the Story

• One of the biggest factors contributing to the growth of video is the change in the way it’s 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.

Doing Video Right

• It’s imperative to make sure your attribution modeling is in order so you can judge your campaigns’ effectiveness.

• If that’s 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.

Doing Video Right (continued)

• It’s 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 don’t pull the plug too soon.

You Have 3 Choices

• Wait 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.

What Should You Do?

• Industrial or B2B marketers:

• Video isn’t prevalent in your industry, so you can probably afford to wait (especially if you don’t currently have any video assets, and your customers aren’t demanding that you get some).

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 don’t have video right now, there are specialty companies that can help you develop some quickly – and at a low cost.

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 they’re viewed, understand if visitors are staying through them and see whether they’re 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.

Summing Up

• Video 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 it’s not as competitive as traditional text-based paid search, and it’s becoming easier to measure the effectiveness of campaigns.

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.

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=en

See more useful posts on our FirstWord blog:http://keywordfirst.com/blog/

Contact:Mark Smithhttp://keywordfirst.com/about-us/our-team/

Co-Founder, KeywordFirstMark@KeywordFirst.com

Want to learn more?