SMX West 2013 YouTube Words CRO

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Seven tips for high-converting YouTube Ad Campaigns.

Seven tips for high-converting YouTube Ad Campaigns.

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Transcript

  • 1. Stroll’s Awards
  • 2. Why YouTube Ads? • 2nd Most Visited Search Engine • #1 Video Destination on the Web • 2015 – 50% CPV Campaigns • Less Competition!
  • 3. Biggest Myth: “YouTube is Only aBrand Building Tool.”
  • 4. TrueView Ads
  • 5. TRUEVIEW IN-SEARCH ADS• Viewer Experience Sees a video promoted among search results on YouTube or video.google.com• Advertiser is Charged When viewer chooses to watch its ad
  • 6. TRUEVIEW IN-DISPLAY ADS• Viewer Experience Sees video promoted against suggested videos on YouTube or related content across the Google Display Network• Advertiser is Charged When viewer chooses to watch its ad
  • 7. 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?
  • 8. Step 1:Picking the Right Video • Length Matters
  • 9. Check YouTube InsightsCheck where maximum drop-off happens and see how long viewers are engaged. Views Engagement Mobile
  • 10. Add Related VideosDon’t be a One-Hit Wonder!
  • 11. 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
  • 12. Related Video Ideas:Portent’s Content Idea Generatorhttp://www.portent.com/tools/title-maker/
  • 13. Step 2:Optimizing Your Channel Page Apply for a YouTube Brand Channel
  • 14. Benefits: • Custom Images • Content Accessibility Filters • Enhanced Tracking CapabilitiesHow to Apply • Contact Google Reps • Upload Placeholder Videos • Fill in Content while Waiting
  • 15. Alternatively: Use YouTube One Channel www.youtube.com/onechannel
  • 16. Benefits:• Anyone can set-up• Features to encourage subscriptions• Flexible design options• Create a banner with CTAs• Cross-device usability• Incredibly easy to customize
  • 17. Example:
  • 18. Toot Your Own Horn! Customize! Share Info & Links Make it Compelling Shorter Attention Spans Push Visitors Down the Sales Funnel
  • 19. The MVP for Conversion Rate Clear Calls to Action Free Banner Ad! Boosts Clicks & CR! Even if Video Doesn’t Engage - $0 CPC “Ad”
  • 20. Specs
  • 21. Banner Examples: Pimsleur Approach (w Brand Channel) Pet Collective (w One Channel)
  • 22. Step 3: Selecting the Right KeywordsHigher up theSales Funnel
  • 23. Step 3:Selecting the Right Keywords • Choose Broader Keywords and Shorter Phrases • CPV’s Cheaper than Average Search CPCs • Use the YouTube Keyword Tool
  • 24. Step 4:Creating Effective Ads Think Like Paid Search:
  • 25. Thumbnail Selection Helps with CTR:
  • 26. Destination PagePlay the Ad on Your Channel Page
  • 27. Step 5:Leveraging Annotations
  • 28. How to Set Up Annotations1. Add Annotation Button:2. Choose Style:3. Perfect and You’re Done!
  • 29. Showcase CTA within the Video YouTube Links Clickable Use Vanity URLs Apply for External Annotations
  • 30. Drive Clicks to Related Videos
  • 31. Step 6: Building TrustSet Aside 20 Minutes Each Day for YouTube Community Management
  • 32. Step 7:Continued OptimizationThumbnail Ad Copy Channel Banner Annotations Video Landing Page Channel Page Design
  • 33. • Follow me on Twitter @purnavirji• Add me on LinkedIn: www.linkedin.com/in/purnavirji• Recommended Reading:Any articles by Manny Rivas for great step-by-step advice & tips.