YouTube Advertising
Carie OttoThree Deep Marketing
January 29, 2014
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Why Invest in Paid Advertising on YouTube?
It’s a search engine GIANT• 2nd largest search engine behind Google• Bigger than Bing, Yahoo, Ask & AOL combined
There’s a LOT of content there• 100 hours of video uploaded every minute• Capitalize!
1 BILLION unique monthly visitors• Searching 3 billion times per month
Are you there when people search for you?
http://socialbarrel.seermarketingpty.netdna-cdn.com/wp-content/uploads/2013/08/youtube-second-largest-search-engine.jpg
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Convinced? I thought so!
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Step 1: Accounts
Create a YouTube account• Add videos using SEO best practices
Create a Google AdWords account: adwords.google.com• This is where you will run your YouTube ads• Adwords.google.com
Link the two
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Uh Oh, No Videos Yet?
www.disbroads.com
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It’s okay. You don’t need a superbowl ad.
Informational• Discuss your product or
service features & benefits
How-to Videos• Show users your product(s)
or service(s) in action
Success Stories• A real, first-person account
that isn’t done in the brand’s voice is authentic
Commercial• Just as you’d broadcast on
traditional media
http://www.huffingtonpost.com/news/super-bowl-commercials/
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Step 2: Campaign Set-Up
Settings:• Location• Budget• Language• Schedule• Devices• Additional advanced settings
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Step 3: Ads
Once you have created an online video campaign, you’re ready to start creating the ads.
1. Select a video from your linked YouTube account2. Write copy for the ad – much like for an AdWords paid
search ad – and select an image:
3. Choose which True View formats and which networks (YouTube vs. GDN) you’ll opt-in to.
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TrueView Ad Formats
http://www.blastmedia.com/blog/wp-content/uploads/2012/07/TrueView4ways.png
Bonus: CTA & in-stream ads can drive site
visits
Call-To-Action Overlay
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Step 3: Targeting
People Watching Content
Demographic:• Age• Gender
TopicsInterestsPlacementsRemarketing ListsContent Keywords• Function as “ad group
theme” keywords – much like GDN
Search
Search Keywords• Much like AdWords
search• Each keyword is unique
Negative Keywords
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Targeting: In Action
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Step 4: Bids
Set bids highest for in-search• These people are actively trying to find you/your solution• Highest engagement rates• Lowest volume
Set bids for in-display a little lower than search• People are watching content similar to your own. They may stumble
upon you and choose to watch your video• Engagement not as high as search• Drives more volume than search
If in-stream is used, bids should be quite low• Your video starts playing before people know what hit ‘em• Most commercial-like• Least engagement with the ads
As you gather data, increase or decrease bids at the targeting group or keyword level to drive more results.
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Blast off!
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Client Example: Acorn TV
Goal: Gain additional visibility for Foyle’s War re-launch, broadcast on Acorn TV (video watches, impressions)Secondary Goal: Drive Visitors to Foyle’s War Fan Page through CTA overlays
Results: Measurable in YouTube Advertising platform and YouTube analytics• 3 million+ impressions• 7,000+ video views• 200 fan page visits – CTA overlays continue to run post-$
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QUESTIONS?
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THANK YOU!
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Carie OttoThree Deep Marketing
180 E. 5th Street, Suite 910 | Saint Paul, MN 55101
Office: 651-789-7701 | Direct: 651-789-7751
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