• Like


Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Uploaded on

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."

More in: Marketing , Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. YouTube Advertising Carie Otto Three Deep Marketing January 29, 2014
  • 2. 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 Confidential and Proprietary Information 2
  • 3. Convinced? I thought so! Confidential and Proprietary Information
  • 4. 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 Confidential and Proprietary Information 4
  • 5. Uh Oh, No Videos Yet? Confidential and Proprietary Information 5 www.disbroads.com
  • 6. It’s okay. You don’t need a superbowl ad. Informational Success Stories • Discuss your product or service features & benefits • A real, first-person account that isn’t done in the brand’s voice is authentic How-to Videos Commercial • Show users your product(s) or service(s) in action Confidential and Proprietary Information • Just as you’d broadcast on traditional media 6 http://www.huffingtonpost.com/news/super-bowl-commercials/
  • 7. Step 2: Campaign Set-Up Settings: • • • • • • Location Budget Language Schedule Devices Additional advanced settings Confidential and Proprietary Information 7
  • 8. Step 3: Ads Once you have created an online video campaign, you’re ready to start creating the ads. 1. 2. 3. Select a video from your linked YouTube account Write copy for the ad – much like for an AdWords paid search ad – and select an image: Choose which True View formats and which networks (YouTube vs. GDN) you’ll opt-in to. Confidential and Proprietary Information 8
  • 9. TrueView Ad Formats Call-To-Action Overlay Bonus: CTA & instream ads can drive site visits Confidential and Proprietary Information 9 http://www.blastmedia.com/blog/wp-content/uploads/2012/07/TrueView4ways.png
  • 10. Step 3: Targeting People Watching Content Search Demographic: Search Keywords • Age • Gender • Much like AdWords search • Each keyword is unique Topics Interests Placements Remarketing Lists Content Keywords Negative Keywords • Function as “ad group theme” keywords – much like GDN Confidential and Proprietary Information 10
  • 11. Targeting: In Action Confidential and Proprietary Information 11
  • 12. 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. Confidential and Proprietary Information 12
  • 13. Blast off! Confidential and Proprietary Information 13
  • 14. 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-$ Confidential and Proprietary Information 14
  • 15. QUESTIONS? Confidential and Proprietary Information 15
  • 16. THANK YOU! Carie Otto Three Deep Marketing 180 E. 5th Street, Suite 910 | Saint Paul, MN 55101 Office: 651-789-7701 | Direct: 651-789-7751 16 Confidential and Proprietary Information