YOUTUBE ADS &
IMMEDIATELY ACTIONABLE
TACTICS TO BOOST VIDEO
Manny Rivas| @MannyRivas
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
YouTube TrueView ads
www.aimclear.com
PROMOTE
BUzzFeeD
Linkedin video ads
StumbleUpon ads
BuzzFeed ads
Facebook PPA & PPSS...
IT WOULD BE REMISS NOT TO TEST
YOUTUBE ADS AS A VIABLE
CHANNEL
www.aimclear.com
Goal: Eat soup
Tactic: Fork
KPI: high food to
mouth ratio A.K.A
Sip-Through-rate
(STR)
@mannyrivas
WHAT DETERMINES YOUTUBE
SUCCESS?
CASE STUDY BACKGROUND
Client:
• Adult continuing education product in a competitive
space
• Mainly focused in AdWords and ...
CASE STUDY RESULTS
• Average YouTube CPA Reduced by 51%
• Increased average monthly conversion volume
by 120%
© 2014, is a...
www.aimclear.com
CHOOSE THE RIGHT PLACE TO
CREATE YOUR ADS
AD UNIT FLAVORS: INSEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agen...
AD UNIT FLAVORS: INDISPLAY
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing age...
AD UNIT FLAVORS: INSTREAM
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agen...
APRIL SHOWERS BRING
ADWORDS CHANGES
• April 15: TrueView InSearch ads will be
discontinued. (don’t worry) It’s a semantic
...
SAME TACTICS APPLY
• Search vs. contextual
• Targeted & sticky ad creative
• Ongoing optimization
• Conversion tracking
• ...
SAME TACTICS APPLY
• Search vs. contextual
• Targeted & sticky ad creative
• Ongoing optimization
• Conversion tracking
• ...
KEYWORD RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
KEYWORD RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
PLACEMENT RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
PLACEMENT RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Obj...
SAME RULES APPLY
• Identify underperformance (at target, ad, settings
levels)
• Shift budget to campaigns which merit the ...
MONITOR & LEVERAGE THE
FOLLOWING
• Campaign/Ad group structure
• Daily budget
• Creative
• Networks
• Bids
• Position/Ad r...
• Video campaign spend/performance separated
• 11 Ads per Campaign
• CPA Optimzer not Available
• Not Supported in Adwords...
• TrueView InStream Ad Units
• Remarketing lists
PROS
www.aimclear.com
REMARKETING GONE SOCIAL
DRIVING USERS TO THE
MOTHERSHIP
• TrueView InStream & Non-skippable InStream
• CTA overlay ads
• External annotations
• In...
CTA OVERLAY
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
EXTERNAL ANNOTATIONS
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
INVIDEO ADS
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
DEADEYE TARGETING
• Search keywords
• Display keywords
• Topics
• Demographic
• Interests
• Remarketing lists
• Placements...
OWN THE VIEWER EXPERIENCE
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agen...
CPA OPTIMIZER IS YOUR FRIEND
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing a...
TAKEAWAYS
• Are you looking for views, engagement or
conversions?
• Create a variety of literal & inferred targets
– View ...
TAKEAWAYS
• Create InStream ads in Adwords for Video
• Test the Channel page vs. the watch page
• Target your CPA with Con...
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

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YouTube Ads & Immediately Actionable Tactics To Boost Video

  1. 1. YOUTUBE ADS & IMMEDIATELY ACTIONABLE TACTICS TO BOOST VIDEO Manny Rivas| @MannyRivas
  2. 2. © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  3. 3. YouTube TrueView ads www.aimclear.com PROMOTE BUzzFeeD Linkedin video ads StumbleUpon ads BuzzFeed ads Facebook PPA & PPSS Sponsored Tweets
  4. 4. IT WOULD BE REMISS NOT TO TEST YOUTUBE ADS AS A VIABLE CHANNEL www.aimclear.com
  5. 5. Goal: Eat soup Tactic: Fork KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR) @mannyrivas
  6. 6. WHAT DETERMINES YOUTUBE SUCCESS?
  7. 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. 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. 9. www.aimclear.com CHOOSE THE RIGHT PLACE TO CREATE YOUR ADS
  10. 10. AD UNIT FLAVORS: INSEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  11. 11. AD UNIT FLAVORS: INDISPLAY © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  12. 12. AD UNIT FLAVORS: INSTREAM © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  13. 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. 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. 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. 16. KEYWORD RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  17. 17. KEYWORD RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  18. 18. PLACEMENT RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  19. 19. PLACEMENT RESEARCH © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. Object based scraper
  20. 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. 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. 22. • Video campaign spend/performance separated • 11 Ads per Campaign • CPA Optimzer not Available • Not Supported in Adwords Editor CONS
  23. 23. • TrueView InStream Ad Units • Remarketing lists PROS
  24. 24. www.aimclear.com REMARKETING GONE SOCIAL
  25. 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. 26. CTA OVERLAY © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  27. 27. EXTERNAL ANNOTATIONS © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  28. 28. INVIDEO ADS © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  29. 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. 30. OWN THE VIEWER EXPERIENCE © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  31. 31. CPA OPTIMIZER IS YOUR FRIEND © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
  32. 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. 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
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