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YouTube Advertising - Carie Otto
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Published

At the MnSearch Snippet #11 event held at Spyder Trap in Minneapolis, MN on January 29, 2014, Carie Otto presented her slidedeck "YouTube Advertising."

At the MnSearch Snippet #11 event held at Spyder Trap in Minneapolis, MN on January 29, 2014, Carie Otto presented her slidedeck "YouTube Advertising."

Published in Marketing , Technology , Design
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Transcript

  • 1. YouTube Advertising Carie Otto Three Deep Marketing January 29, 2014
  • 2. Confidential and Proprietary Information Why Invest in Paid Advertising onYouTube? 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? 2 http://socialbarrel.seermarketingpty.netdna-cdn.com/wp-content/uploads/2013/08/youtube-second-largest-search-engine.jpg
  • 3. Confidential and Proprietary Information Convinced? I thought so!
  • 4. Confidential and Proprietary Information Step 1: Accounts Create aYouTube account • Add videos using SEO best practices Create a GoogleAdWords account: adwords.google.com • This is where you will run yourYouTube ads • Adwords.google.com Link the two 4
  • 5. Confidential and Proprietary Information Uh Oh, NoVideosYet? 5 www.disbroads.com
  • 6. Confidential and Proprietary Information It’s okay.You don’t need a superbowl ad. Informational • Discuss your product or service features & benefits How-toVideos • 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 6 http://www.huffingtonpost.com/news/super-bowl-commercials/
  • 7. Confidential and Proprietary Information Step 2: Campaign Set-Up Settings: • Location • Budget • Language • Schedule • Devices • Additional advanced settings 7
  • 8. Confidential and Proprietary Information 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 linkedYouTube account 2. Write copy for the ad – much like for anAdWords paid search ad – and select an image: 3. Choose whichTrueView formats and which networks (YouTube vs. GDN) you’ll opt-in to. 8
  • 9. Confidential and Proprietary Information TrueView Ad Formats 9 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
  • 10. Confidential and Proprietary Information Step 3:Targeting PeopleWatching Content Demographic: • Age • Gender Topics Interests Placements Remarketing Lists Content Keywords • Function as “ad group theme” keywords – much like GDN Search Search Keywords • Much likeAdWords search • Each keyword is unique Negative Keywords 10
  • 11. Confidential and Proprietary Information Targeting: In Action 11
  • 12. Confidential and Proprietary Information 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. 12
  • 13. Confidential and Proprietary Information Blast off! 13
  • 14. Confidential and Proprietary Information Client Example: AcornTV Goal: Gain additional visibility for Foyle’sWar re-launch, broadcast on AcornTV (video watches, impressions) Secondary Goal: DriveVisitors to Foyle’sWar Fan Page through CTA overlays 14 Results: Measurable inYouTube Advertising platform andYouTube analytics • 3 million+ impressions • 7,000+ video views • 200 fan page visits – CTA overlays continue to run post-$
  • 15. Confidential and Proprietary Information QUESTIONS? 15
  • 16. Confidential and Proprietary Information THANKYOU! 16 Carie Otto Three Deep Marketing 180 E. 5th Street, Suite 910 | Saint Paul, MN 55101 Office: 651-789-7701 | Direct: 651-789-7751