Seven super easy tips to boosting conversions from your YouTube advertising campaigns. Presentation from SMX East 2012, YouTube Words Panel.

2. Stroll’s Awards

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

5. Biggest Myth:
“YouTube is Only a
Brand Building Tool.”

6. TrueView Ads

7. 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

8. 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

9. 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?

10. Step 1:
Picking the Right Video
• Length Matters

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

12. Add Related Videos
Don’t be a
One-Hit
Wonder!

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

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

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

16. 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

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

18. Specs

19. Channel Banner Examples:
Pimsleur Approach
Rosetta Stone

20. Non-Brand Channel Page Option:

21. Step 3:
Selecting the Right Keywords
Higher up the
Sales Funnel

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

23. Step 4:
Creating Effective Ads
Think Like Paid Search:

24. Thumbnail Selection
Helps with CTR:

25. Destination Page
Play the Ad on Your Channel Page

26. Step 5:
Leveraging Annotations

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

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

29. Drive Clicks to Related Videos

30. Step 6:
Building Trust
Set Aside 20 Minutes Each Day for YouTube Community Management

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

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

33. Final Thought…

34. • 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