My slides from the Summit on Content Marketing. Originally presented online on 5/22/17 at summitoncontentmarketing.com alongside hundreds of other speakers.

2. Is This Your YouTube
Targeting?
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PC
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nt
Keyword
Keyword
Keyword
Keyword
Keyword
Broad TopicAffinity Audience

3. Yeah
…We
Need
to
Chan
ge
This
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PC
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nt

4. “2016 Top 5 Rising Star in PPC”
– PPC Hero
Hi. I’m Joe Martinez
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PC
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5. What to Expect
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nt
• Why YouTube? 🔎
• Different targeting options 🎯
• How video ads impact the brand 📽

6. @MilwaukeeP
PC
#SummitOnConte
nt
Why Advertise on
YouTube?

7. Stop
Assuming
YouTube
Isn’t for
You
@MilwaukeeP
PC
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nt

8. @MilwaukeeP
PC
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nt
YouTube reaches over 1
Billion users.
Almost one-third of all
Internet users.
Source: https://www.youtube.com/yt/press/statistics.html

9. @MilwaukeeP
PC
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nt
YouTube reaches more
18-34 and 18-49 year-
olds than any cable
network in the United
States.
Source: https://www.youtube.com/yt/press/statistics.html

10. @MilwaukeeP
PC
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nt
People now watch 1
billion hours of
YouTube per day.
Source: https://www.techcrunch.com/2017/02/28/people-now-
watch-1-billion-hours-of-youtube-per-day
Image courtesy of simplyzesty.com

11. @MilwaukeeP
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nt
More than half of
YouTube views come
from mobile devices.
Source: https://www.youtube.com/yt/press/statistics.html

12. @MilwaukeeP
PC
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nt
Don’t Know Where
to Start?

13. Try the YouTube Director App
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PC
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nt
youtube.com/yt/advertise/make-video-ads.html

14. @MilwaukeeP
PC
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nt
Choose
Your
Template

15. @MilwaukeeP
PC
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Option to
Search by
Industry

16. @MilwaukeeP
PC
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Shoot
Recommend
ed Scenes
and Music

17. @MilwaukeeP
PC
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Example of Video Quality

18. @MilwaukeeP
PC
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nt
Event Track Embedded Video
Content
http://bit.ly/2lVr1oo

19. @MilwaukeeP
PC
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nt
Optimize Smart’s Video Event
Tracking Tag

20. @MilwaukeeP
PC
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nt
View Video Events in Google
Analytics

21. @MilwaukeeP
PC
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nt
Use Other People’s Content to Your
Advantage
This isn’t my
client’s video,
but we have it
on the blog.

22. @MilwaukeeP
PC
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nt
Use Other People’s Content to Your
Advantage

23. @MilwaukeeP
PC
#SummitOnConte
nt
Test Out Related Video Content on Other
Channels

24. @MilwaukeeP
PC
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nt
Worried About Duplicate
Videos?

25. @MilwaukeeP
PC
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nt
Let’s Shoot
for Better
Targeting

26. @MilwaukeeP
PC
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nt
Customer Match

27. @MilwaukeeP
PC
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nt
Same as RLSA and Gmail Ads

28. @MilwaukeeP
PC
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Why Customer Match?
NEVER

29. @MilwaukeeP
PC
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nt
Segment Lists by
Demographics?
Use videos of users matching the demographics of your email lists

30. @MilwaukeeP
PC
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nt
Segment Users in the Funnel?
• Branding
• Trust (Why you?)
• Value (Benefits)
Image courtesy of mgb2b.com

31. @MilwaukeeP
PC
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nt
Segment Users After
Conversion?
• Branding (Influencers)
• App Downloads
• New or Next Products

32. @MilwaukeeP
PC
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nt
Let’s Say You Segment Your
List By…
Females,
Ages 25-34

33. @MilwaukeeP
PC
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nt
Does Your Video Ad
Preview…

34. @MilwaukeeP
PC
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nt
…and Content Match List
Targets?

35. @MilwaukeeP
PC
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nt
Direct
Placements

36. @MilwaukeeP
PC
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nt
Target Specific YouTube
Videos
Yes, some of
those videos
are competitors’
videos

37. @MilwaukeeP
PC
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nt
Target Specific YouTube
Channels
Yes, some of
those channels
are competitor
channels

38. @MilwaukeeP
PC
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nt
Random Thought on
Placements
How cool would it
be to show your
video and sell
products on a
competitor’s video
or channel?
SUPER COOL!

39. @MilwaukeeP
PC
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nt
What You Should Try First – Actual
Websites
My website
placement ad
groups have seen
an over 3,000%
better view rate
than any other
video targeting.

40. @MilwaukeeP
PC
#SummitOnConte
nt
Check Display Planner First
YouTube
lists all
placements
Not just
placements
with video
ad space
≠

41. @MilwaukeeP
PC
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nt
Quote from Google on
Placements
“When you add Display Network placements, your ad
may still run in all eligible locations on YouTube. And
when you add YouTube placements, your ad may still
run in all eligible locations across the Display
Network.”
Source: https://support.google.com/youtube/answer/2454017?hl=en

42. @MilwaukeeP
PC
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nt
Custom Affinity
Audiences

43. @MilwaukeeP
PC
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nt
Pretend Scenario:
New Golf Club
Company

44. @MilwaukeeP
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nt
What We Have Initially Have to
Work With

45. @MilwaukeeP
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Actual Google Quote
“With custom affinity audiences, advertisers can
create audiences that are more tailored to their brands,
compared to our broad, TV-like affinity audiences.”
https://support.google.com/adwords/answer/2497941?hl=en

46. @MilwaukeeP
PC
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nt
Test Competitor Names &
URLs

47. @MilwaukeeP
PC
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nt
Test Industry Publications,
Journals, Etc.

48. @MilwaukeeP
PC
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nt
Test Industry Trade Shows,
Events, Etc.

49. @MilwaukeeP
PC
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nt
Test Appropriate User
Behaviors

50. @MilwaukeeP
PC
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nt
Check the Potential Cookies

51. @MilwaukeeP
PC
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nt
Layering Is a Good Way to
Start

52. @MilwaukeeP
PC
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nt
Better
Remarketing
Audiences

53. @MilwaukeeP
PC
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nt
More Options Than Video
Users

54. @MilwaukeeP
PC
#SummitOnConte
nt
If You Want to Remarket
Videos to…
• Females
• Ages 35-44
• Have purchased from you
within the past month
• Visited from an iOS device
…You Can Do It

55. @MilwaukeeP
PC
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nt
Google Analytics Audiences

56. @MilwaukeeP
PC
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nt
Technology Audiences for
Video

57. @MilwaukeeP
PC
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nt
Behavior Audiences

58. @MilwaukeeP
PC
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nt
Traffic Sources Audiences

59. @MilwaukeeP
PC
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nt
Enhanced Ecommerce
Audiences

60. @MilwaukeeP
PC
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nt
Audiences from Event
Tracking

61. @MilwaukeeP
PC
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nt
Event Tracking Newsletter
Signups?
Show videos of
perks for signing
up to encourage
future purchases

62. @MilwaukeeP
PC
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nt
Users Leaving to Download Your
App?
Show them
videos of app
benefits &
features

63. @MilwaukeeP
PC
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nt
Similar
Audiences

64. @MilwaukeeP
PC
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What Are Similar Audiences?

65. @MilwaukeeP
PC
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Risky Part About Similar
Audiences
Similar Audiences for AAudience A

66. @MilwaukeeP
PC
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nt
Find What Works, Then Expand
Reach
Similar Audiences for AAudience A

67. @MilwaukeeP
PC
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nt
Don’t Forget
About Content
Exclusions

68. @MilwaukeeP
PC
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nt
Image & article source: http://bit.ly/pulling-youtube-ads

69. @MilwaukeeP
PC
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nt
Advanced
Settings > Ad
Delivery

70. @MilwaukeeP
PC
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nt
Can I Bring Up the
“Why YouTube”
Again?

71. @MilwaukeeP
PC
#SummitOnConte
nt
When You Focus on
Branding…
You may see brand interest grow

72. @MilwaukeeP
PC
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nt
More Interest = More Brand
Searches

73. @MilwaukeeP
PC
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nt
Look at the Full
Landscape

74. @MilwaukeeP
PC
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nt
Embracing the Value of
YouTube Ads
“How is YouTube helping my
overall business goals?”
“How is YouTube helping my
direct return?”

75. Recap
@MilwaukeeP
PC
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nt
• Your Audience is on YouTube 👨👩👧👦
• Start specific. Then expand reach. 📈
• Try & make videos for each target audience 📽

76. @MilwaukeeP
PC
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nt
Your Handy Guide to YouTube
Targeting
granularmarketing.com/youtube-targeting-infographic

77. @MilwaukeeP
PC
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nt
Get the Slides: granularmarketing.com/summit-on-content-marketing

78. @MilwaukeeP
PC
#SummitOnConte
nt
@MilwaukeePPC
Thank You!
linkedin.com/in/joemartinezppc
granularmarketing.com