your youtube strategy is boring. let's fix it!
TRANSCRIPT
Your YouTube Strategy Is Boring. Let’s Fix It!
Joe Mart inezSe n i o r M a na ge r, Pa i d M e d i a & Com m un i t y
Is This Your YouTube Targeting?
@MilwaukeePPC
Keyword
Keyword
Keyword
KeywordKeyword
Broad TopicAffinity Audience
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Yeah…We Need to Change This
Hi. I’m Joe Martinez
“2016Top5RisingStarinPPC”– PPCHero
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What People Think of Milwaukee
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Some…
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…assumptions…
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…are true.
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We’re Also Pretty Good at PPC
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Fun Joe Fact: Favorite Jedi Is Kit Fisto
Image Courtesy of StarWars .com
What to Expect
Why YouTube?
Different targeting options
How video ads impact the brand
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Why Advertise on YouTube?
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Stop Assuming YouTube Isn’t for You
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YouTube reaches over 1 Billion users.
Almost one-third of all Internet users.
Source: https:/ /www.youtube.com/yt/press/statist ics .html
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YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the United States.
Source: https:/ /www.youtube.com/yt/press/statist ics .html
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More than half of YouTube views come from mobile devices.
Source: https:/ /www.youtube.com/yt/press/statist ics .html
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Don’t Know Where to Start?
Try the YouTube Director App
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youtube.com/yt/advertise/make-video-ads.html
Event Track Embedded Video Content
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http://bit.ly/2lVr1oo
View Video Events in Analytics
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Use Other People’s Content to Your Advantage
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This isn’t my client’s video, but we have it on the blog.
Use Other People’s Content to Your Advantage
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Now we can see what types of videos our users like the most
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Let’s Shoot for Better
Targeting
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Customer Match
Same as RLSA & Gmail Ads
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Why Customer Match?
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NEVER
Customer Match lists in AdWords never expire!
Have Segmented Customer Lists?
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List Segment Video Content
Demographics• Show users
matching the age and gender of your email lists
Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
In the Funnel• Branding• Trust (Why you?)• Value (Benefits)
Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
Current Customers
• Branding (Influencers)
• App Downloads• New/Next Products
Let’s Say You Segment Your List By…
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Females, Ages 25-34
Does Your Video Ad Preview…
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…and Content Match List Targets?
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Direct Placements
Nothing New – Specific Videos
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Yes, some of those videos are
competitors’ videos
Nothing New – Specific Channels
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Yes, some of those channels are competitor
channels
Random Thought on Placements
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How cool would it be to show your video
and sell products on a competitor’s video
or channel?
SUPER COOL!
What You Should Try First – Actual Websites
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My website placement ad groups have seen an over 3,000% better view ratethan any other video targeting.
Check Display Planner First
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YouTube lists all placements.
Not just placements with video ad space.
YouTube Display Planner
≠
Quote from Google on Placements
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“When you add Display Network placements, your ad may still run in all eligible locations on YouTube. And when you add YouTube placements, your ad may still run in all eligible locations across the Display Network.”Source: ht tps : / / support .google.com/youtube/answer/2454017?hl=en
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Custom Affinity Audiences
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Pretend Client: Golf Club Company
What We Initially Have to Work With
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Actual Google Quote
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“With custom affinity audiences, advertisers can create audiences that are more tailored to their brands, compared to
our broad, TV-like affinity audiences.”
https://support.google.com/adwords/answer/2497941?hl=en
Test Competitor Names & URLs
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Test Industry Publications
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Test Industry Trade Shows, Events, Etc.
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Test Appropriate Behaviors
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Check the Potential Cookies
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Layering Is a Good Thing
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Better Remarketing
Audiences
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More Options Than Video Users
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• Females• Ages 35-44• Have purchased from you within
the past month• Visited from an iOS device
If You Want to Remarket Videos to…
…You Can Do It
Google Analytics Audiences
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Technology Audiences
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Behavior Audiences
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Traffic Sources Audiences
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Enhanced Ecommerce Audiences
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Audiences from Event Tracking
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Event Tracking Newsletter Signups?
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Show videos of perks for signing up to encourage future purchases
Users Leaving to Download Your App?
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Show them videos of app benefits & features
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Similar Audiences
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Risky Part About Similar Audiences
Similar Audiences for AAudience A
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Find What Works, Then Expand Reach
Similar Audiences for AAudience A
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Don’t Forget About Content
Exclusions
Advanced Settings > Ad Delivery
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@MilwaukeePPC
Can I Bring Up the “Why YouTube”
Again?
When You Focus on Branding…
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You may see brand interest grow
More Interest = More Brand Searches
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You know your brand campaigns convert the best!
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Look at the Full Landscape
Embracing the Value of YouTube Ads
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“How is YouTube helping my PPC results?”
“How is YouTube helping my overall business goals?”
Recap
Your audience is on YouTube.
Start specific. Then expand reach.
Use “brand awareness” goals.
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Your Handy Guide to YouTube Targeting
granularmarketing.com/youtube-targeting-infographic
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Here Are the Slides!
granularmarketing.com/heroconf-2017
Thank you!
Joe Mart inezSe n i o r M a na ge r, Pa i d M e d i a & Com m un i t y