smx east 2012 - youtube words cro
Post on 20-Oct-2014
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Seven super easy tips to boosting conversions from your YouTube advertising campaigns. Presentation from SMX East 2012, YouTube Words Panel.TRANSCRIPT
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
• When 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
• When 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:
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
Toot Your Own Horn!Even w/o Brand Channel, Do 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
Channel Banner Examples:Pimsleur Approach
Rosetta Stone
Non-Brand Channel Page Option:
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:Optimization
• Ad Copy• Thumbnail• Channel Banner• Annotations• Related Videos• Channel Page Design & Content• Landing Page• Video
Sample Optimization PlanThumbnail
Ad Copy
Channel Banner
Annotations
Video
Landing Page
Channel Page Design
Final Thought…
• Follow me on Twitter @purnavirji• Add me on LinkedIn:
www.linkedin.com/in/purnavirji• Read my article on Search Engine
Watch: http://bit.ly/ONu9jB