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."

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YouTube Advertising - Carie Otto

  1. 1. YouTube Advertising Carie Otto Three Deep Marketing January 29, 2014
  2. 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
  3. 3. Confidential and Proprietary Information Convinced? I thought so!
  4. 4. Confidential and Proprietary Information Step 1: Accounts Create aYouTube account • Add videos using SEO best practices Create a GoogleAdWords account: • This is where you will run yourYouTube ads • Link the two 4
  5. 5. Confidential and Proprietary Information Uh Oh, NoVideosYet? 5
  6. 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
  7. 7. Confidential and Proprietary Information Step 2: Campaign Set-Up Settings: • Location • Budget • Language • Schedule • Devices • Additional advanced settings 7
  8. 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. 9. Confidential and Proprietary Information TrueView Ad Formats 9 Bonus: CTA & in- stream ads can drive site visits Call-To-Action Overlay
  10. 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. 11. Confidential and Proprietary Information Targeting: In Action 11
  12. 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. 13. Confidential and Proprietary Information Blast off! 13
  14. 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. 15. Confidential and Proprietary Information QUESTIONS? 15
  16. 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
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