SMX East 2012 - YouTube Words CRO

Stroll’s Awards

Why YouTube Ads? • 2nd Most Visited Search Engine • #1 Video Destination on the Web • 2015 – 50% CPV Campaigns • Less Competition!

Biggest Myth: “YouTube is Only aBrand Building Tool.”

TrueView Ads

TRUEVIEW IN-SEARCH ADS• Viewer Experience Sees a video promoted among search results on YouTube or video.google.com• When Advertiser is Charged When viewer chooses to watch its ad

TRUEVIEW IN-DISPLAY ADS• Viewer Experience Sees video promoted against suggested videos on YouTube or related content across the Google Display Network• When Advertiser is Charged When viewer chooses to watch its ad

60 Second Case Study• Early on In-Search & In-Display were Winners• Further Optimizations = Massive ROAS• Spending Thousands of $$$ Each Week• Low Maintenance After Initial Ramp-up So, How Did We Do It?

Step 1:Picking the Right Video • Length Matters

Check YouTube InsightsCheck where maximum drop-off happens and see how long viewers are engaged. Views Engagement Mobile

Add Related VideosDon’t be a One-Hit Wonder!

Related Video Ideas: • 3-4 Additional Videos: - Testimonials - Product Details - HumorIdeas: • Use Your Blog Posts • See FAQs from Your Own Customers • Turn Infographics into Videos

Step 2:Optimizing Your Channel Page Apply for a YouTube Brand Channel

Benefits: • Custom Images • Content Accessibility Filters • Enhanced Tracking CapabilitiesHow to Apply • Contact Google Reps • Upload placeholder videos • Fill in Content while waiting

Toot Your Own Horn! Even w/o Brand Channel, Do Customize! Share Info & Links Make it Compelling Shorter Attention Spans Push Visitors Down the Sales Funnel

The MVP for Conversion Rate Clear Calls to Action Free Banner Ad! Boosts Clicks & CR! Even if Video Doesn’t Engage - $0 CPC “Ad”

Channel Banner Examples: Pimsleur Approach Rosetta Stone

Non-Brand Channel Page Option:

Step 3: Selecting the Right KeywordsHigher up theSales Funnel

Step 3:Selecting the Right Keywords • Choose Broader Keywords and Shorter Phrases • CPV’s Cheaper than Average Search CPCs • Use the YouTube Keyword Tool

Step 4:Creating Effective Ads Think Like Paid Search:

Thumbnail Selection Helps with CTR:

Destination PagePlay the Ad on Your Channel Page

Step 5:Leveraging Annotations

How to Set Up Annotations1. Add Annotation Button:2. Choose Style:3. Perfect and You’re Done!

Showcase CTA within the Video YouTube Links Clickable Use Vanity URLs Apply for External Annotations

Drive Clicks to Related Videos

Step 6: Building TrustSet Aside 20 Minutes Each Day for YouTube Community Management

Step 7: Optimization• Ad Copy• Thumbnail• Channel Banner• Annotations• Related Videos• Channel Page Design & Content• Landing Page• Video

Sample Optimization Plan Thumbnail Ad Copy Channel Banner Annotations Video Landing Page Channel Page Design

Final Thought…

• Follow me on Twitter @purnavirji• Add me on LinkedIn: www.linkedin.com/in/purnavirji• Read my article on Search Engine Watch: http://bit.ly/ONu9jB

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SMX East 2012 - YouTube Words CRO

by Purna Virji on Oct 05, 2012

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