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YouTube Advertising - Carie Otto

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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."

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    YouTube Advertising - Carie Otto YouTube Advertising - Carie Otto Presentation Transcript

    • YouTube Advertising Carie Otto Three Deep Marketing January 29, 2014
    • 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
    • Convinced? I thought so! Confidential and Proprietary Information
    • 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
    • Uh Oh, No Videos Yet? Confidential and Proprietary Information 5 www.disbroads.com
    • 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/
    • Step 2: Campaign Set-Up Settings: • • • • • • Location Budget Language Schedule Devices Additional advanced settings Confidential and Proprietary Information 7
    • 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
    • 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
    • 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
    • Targeting: In Action Confidential and Proprietary Information 11
    • 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
    • Blast off! Confidential and Proprietary Information 13
    • 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
    • QUESTIONS? Confidential and Proprietary Information 15
    • 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