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Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas
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Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas

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From SMX East 2013 - YouTube Optimization Tips - Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas #SMX #31C

From SMX East 2013 - YouTube Optimization Tips - Tried & True Tactics for Becoming A YouTube Marketing Ninja by Manny Rivas #SMX #31C

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  • 1. @mannyrivaswww.aimclear.com Tried&TrueTactics forBecomingA YouTubeMarketing Ninja MannyRivas-@mannyrivas OnlineAdvertisingDirector
  • 2. @mannyrivaswww.aimclear.com
  • 3. @mannyrivaswww.aimclear.com B2BCanBeSexyToo
  • 4. @mannyrivaswww.aimclear.com
  • 5. @mannyrivas WhatDeterminesYouTubeSuccess?
  • 6. @mannyrivas StrategicApproach • What’s the purpose? • How does it fit with other marketing initiatives? • What are your goals/KPI’s?
  • 7. @mannyrivas 1. Great content 2. Target audience 3. Connected user base 4. Optimization for discoverability 5. Budget to seed engagement www.aimclear.com WhatYouNeedforSuccess
  • 8. @mannyrivaswww.aimclear.com VideoContent
  • 9. @mannyrivas • Entertain • Engage • Inform • Empower www.aimclear.com Your Obligation to the Viewer
  • 10. @mannyrivaswww.aimclear.com Entertain–Toyota,“SwaggerWagon”
  • 11. @mannyrivaswww.aimclear.com Entertain-WillItBlend?
  • 12. @mannyrivaswww.aimclear.com Engage–TheOldSpiceGuy
  • 13. @mannyrivaswww.aimclear.com Engage-Tippexperience
  • 14. @mannyrivaswww.aimclear.com Engage–EnglandMetropolitanPolice
  • 15. @mannyrivaswww.aimclear.com Inform–Zapposproductreivews
  • 16. @mannyrivaswww.aimclear.com CreatingProfessionalVideoonaBudget Truscribe.com & Switchvideo.com
  • 17. @mannyrivas • Thought leadership • Tutorials & how-to’s • Infographics • Branded yet catchy • Thematic series www.aimclear.com VideoContentIdeas
  • 18. @mannyrivaswww.aimclear.com It’sNotLengthThatMatters…
  • 19. @mannyrivaswww.aimclear.com TargetAudience&ConnectedUsers
  • 20. @mannyrivas IdentifyYourAudience,Observe,thenEngage
  • 21. @mannyrivas • Video engagement success will be determined by the research and relationships you build well before the video is created. • Your audience shares in other channels: – Blogs – Forums – Social www.aimclear.com Keepinmind
  • 22. @mannyrivaswww.aimclear.com Minecompetitivedataforexternalsitesto shareyourvideowith
  • 23. @mannyrivaswww.aimclear.com
  • 24. @mannyrivaswww.aimclear.com
  • 25. @mannyrivaswww.aimclear.com Long-term:Devotetimetobuilding relationshipswithactiveforumusers, bloggersandsociallyconnectedindustry figures
  • 26. @mannyrivas MiningCommentFields
  • 27. @mannyrivas MiningCommentFields • Identify users based on who they are and their interests. • Useful for finding active users
  • 28. @mannyrivaswww.aimclear.com UsingGoogleSearchOperatorstoFind RelevantUsers
  • 29. @mannyrivaswww.aimclear.com Comments only Identifying Phrase Video Theme FindingCommentsbyVerticalorInterest
  • 30. @mannyrivas HomeOwner And very active!
  • 31. @mannyrivas Vegan
  • 32. @mannyrivaswww.aimclear.com FindingChannelsbyVerticalorInterest User channels only Location Vertical or Interest
  • 33. @mannyrivas • Submit to blogs for write ups • Seed with connected user base • Share in social • Share internally • Embed on your site and/or blog www.aimclear.com YourOrganicRolloutChecklist
  • 34. @mannyrivas VideoOptimization
  • 35. @mannyrivas RankingFactorsforYouTube • Title, description & keyword tags • Time spent viewing • Links • Annotations • Comments • Thumbs up/down • Flagging • Video responses • Favorites • Channel views • Number of embeds • Share • Playlists • Subscribers • Video age • Honors • View count www.aimclear.com
  • 36. @mannyrivas • Video Title, Description & Tags – Focus on target key phrase • The 1st 50 characters are viewable in universal SERPs Optimization
  • 37. @mannyrivas OptimizationStartswithKeywordResearch • Keyword Research: Suggestion Query Box
  • 38. @mannyrivas • Shortened URL (bit.ly) • CTA Overlay www.aimclear.com Bringusersbacktoyoursite
  • 39. @mannyrivas • CTA Overlay – Step 1: Choose a Video www.aimclear.com Bringusersbacktoyoursite
  • 40. @mannyrivaswww.aimclear.com Bringusersbacktoyoursite • CTA Overlay – Step 2: Create an InSearch or InDisplay ad for the video
  • 41. @mannyrivas • CTA Overlay – Step 3: Go to the video ‘Edit’ menu www.aimclear.com Bringusersbacktoyoursite
  • 42. @mannyrivas • CTA Overlay – Step 4: Set up Call-to-Action overlay and save www.aimclear.com Bringusersbacktoyoursite
  • 43. @mannyrivas • CTA Overlay – Step 5: Turn off ad in AdWords www.aimclear.com Bringusersbacktoyoursite
  • 44. @mannyrivas • Benefits: – Accessibility for hearing impaired – Transcripts for multiple languages – SEO www.aimclear.com YouTubeClosedCaptions http://support.google.com/youtube/bin/ans wer.py?hl=en&answer=166810
  • 45. @mannyrivaswww.aimclear.com SeedingEngagement
  • 46. @mannyrivas YouTube TrueView ads www.aimclear.com Promote BUzzFeeD Linkedin video ads StumbleUpon ads BuzzFeed ads Facebook PPA & PPSS Sponsored Tweets
  • 47. @mannyrivaswww.aimclear.com Itwouldberemissnottotest YouTubeadsasaviablechannel
  • 48. @mannyrivas • Many of the Same Tactics & Features in AdWords Search & Display – Targeted & Sticky Ad Creative – Campaign Optimization – Conversion tracking Advertising with YouTube Video www.aimclear.com
  • 49. @mannyrivaswww.aimclear.com ChooseTheRightPlaceTo CreateYourAds
  • 50. @mannyrivas Goal: Eat soup Tactic: Fork KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR) @mannyrivas
  • 51. @mannyrivas Ad Unit Flavors: InSearch www.aimclear.com
  • 52. @mannyrivas Ad Unit Flavors: InDisplay www.aimclear.com
  • 53. @mannyrivas@mannyrivas Ad Unit Flavors: InDisplay
  • 54. @mannyrivas Deadeye Demographic Targeting • Search Keywords • Display Network Keywords • Topics • Demographics • Interests • Remarketing Lists • Placements www.aimclear.com
  • 55. @mannyrivaswww.aimclear.com RemarketingGoneSocial Note: can only create video remarketing lists in AdWords for Video
  • 56. @mannyrivaswww.aimclear.com BonusRound:Swappingthe AdWatchPageURL
  • 57. @mannyrivaswww.aimclear.com SwappingtheAdWatchPage
  • 58. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage • Build the InSearch and/or InDisplay ad in AdWords UI
  • 59. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage • Pull down account in AdWords Editor
  • 60. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage • At the ad level, swap out destination URL with new watch page…or external URL…SHHH!!!!
  • 61. @mannyrivaswww.aimclear.com BonusRound:SwappingtheWatchPage
  • 62. @mannyrivaswww.aimclear.com
  • 63. @mannyrivaswww.aimclear.com Thanks!  MannyRivas,@mannyrivas OnlineAdvertisingDirector

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