YouTube Ads & Immediately Actionable Tactics To Boost Video

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Smx West 2014 Session #Smx #31D - Youtube Success Stories For Marketerspresentation Youtube Ads & Immediately Actionable Tactics To Boost Video By Manny Rivas @Mannyrivas Of Aimclear

Smx West 2014 Session #Smx #31D - Youtube Success Stories For Marketerspresentation Youtube Ads & Immediately Actionable Tactics To Boost Video By Manny Rivas @Mannyrivas Of Aimclear

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  • 1. YOUTUBE ADS & IMMEDIATELY ACTIONABLE TACTICS TO BOOST VIDEO Manny Rivas| @MannyRivas
  • 2. © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 3. YouTube TrueView ads www.aimclear.com PROMOTE BUzzFeeD Linkedin video ads StumbleUpon ads BuzzFeed ads Facebook PPA & PPSS Sponsored Tweets
  • 4. IT WOULD BE REMISS NOT TO TEST YOUTUBE ADS AS A VIABLE CHANNEL www.aimclear.com
  • 5. Goal: Eat soup Tactic: Fork KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR) @mannyrivas
  • 6. WHAT DETERMINES YOUTUBE SUCCESS?
  • 7. CASE STUDY BACKGROUND Client: • Adult continuing education product in a competitive space • Mainly focused in AdWords and testing YouTube ads • Already using videos in paid search landing pages to assist conversion Challenge: Prove YouTube as a profitable sales channel Advertising Method: Multiple YouTube video ad formats KPI: Increase conversion volume & decrease CPA © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 8. CASE STUDY RESULTS • Average YouTube CPA Reduced by 51% • Increased average monthly conversion volume by 120% © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 9. www.aimclear.com CHOOSE THE RIGHT PLACE TO CREATE YOUR ADS
  • 10. AD UNIT FLAVORS: INSEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 11. AD UNIT FLAVORS: INDISPLAY © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 12. AD UNIT FLAVORS: INSTREAM © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 13. APRIL SHOWERS BRING ADWORDS CHANGES • April 15: TrueView InSearch ads will be discontinued. (don’t worry) It’s a semantic change. • April 22: AdWords will announce new features that build on enhanced campaigns. © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 14. SAME TACTICS APPLY • Search vs. contextual • Targeted & sticky ad creative • Ongoing optimization • Conversion tracking • Remarketing © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 15. SAME TACTICS APPLY • Search vs. contextual • Targeted & sticky ad creative • Ongoing optimization • Conversion tracking • Remarketing © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 16. KEYWORD RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 17. KEYWORD RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 18. PLACEMENT RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 19. PLACEMENT RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. Object based scraper
  • 20. SAME RULES APPLY • Identify underperformance (at target, ad, settings levels) • Shift budget to campaigns which merit the spend • Audit campaign settings to ensure efficiency © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 21. MONITOR & LEVERAGE THE FOLLOWING • Campaign/Ad group structure • Daily budget • Creative • Networks • Bids • Position/Ad rank • Channels/videos/keywords/categories • Delivery schedule • Exclusions • Landing pages © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 22. • Video campaign spend/performance separated • 11 Ads per Campaign • CPA Optimzer not Available • Not Supported in Adwords Editor CONS
  • 23. • TrueView InStream Ad Units • Remarketing lists PROS
  • 24. www.aimclear.com REMARKETING GONE SOCIAL
  • 25. DRIVING USERS TO THE MOTHERSHIP • TrueView InStream & Non-skippable InStream • CTA overlay ads • External annotations • InVideo display ads © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 26. CTA OVERLAY © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 27. EXTERNAL ANNOTATIONS © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 28. INVIDEO ADS © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 29. DEADEYE TARGETING • Search keywords • Display keywords • Topics • Demographic • Interests • Remarketing lists • Placements © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 30. OWN THE VIEWER EXPERIENCE © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 31. CPA OPTIMIZER IS YOUR FRIEND © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  • 32. TAKEAWAYS • Are you looking for views, engagement or conversions? • Create a variety of literal & inferred targets – View KPIs: InStream & InSlate – Engagement KPIs: InSearch & InDisplay • Build remarketing lists to leverage in GDN or search
  • 33. TAKEAWAYS • Create InStream ads in Adwords for Video • Test the Channel page vs. the watch page • Target your CPA with Conversion Optimizer • Optimize for organic search & dilute the CPA • Adwords for Video works & still has a ways to go