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Video Advertising, Video Marketing, and YouTube Analytics

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Greg Jarboe's presentation at the SEMrush webinar on July 14, 2016

Published in: Marketing
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Video Advertising, Video Marketing, and YouTube Analytics

  1. 1. Video Advertising, Marketing and Analytics Greg Jarboe President and co-founder of SEO-PR SEMrush webinar, July 14, 2016
  2. 2. I’ve written two books and hundreds of blog posts about YouTube and video marketing • The first edition of YouTube and Video Marketing: An Hour a Day was published in August 2009. • It included a chapter on how to optimize video for YouTube, the world’s second-largest search engine. • At that time, 20 hours of video were being uploaded to YouTube a minute. • The second edition of YouTube and Video Marketing: An Hour a Day was published in November 2011. • It included a fully updated chapter on how to optimize video for YouTube. • At that time, 48 hours of video were being uploaded to YouTube a minute.
  3. 3. Voyage TV video that was optimized 6 years ago for renaissance aruba resort still ranks #1 • YouTube uses metadata – your video’s title, tags and description – to index a video correctly in search, suggested videos, and promotion. • Title – up to 100 characters. • Description – up to 5,000 characters. • Tags – up to 120 characters. • But, the YouTube Ads Keyword Tool was disabled in September 2014. • So, it’s gotten harder to find keywords that people are using while searching on YouTube.com.
  4. 4. When you need a YouTube keyword tool now, use a combination of the options listed below • AdWords Display Planner. • Google Trends. • In March 2013, Google Trends added YouTube search data going back to January 2008. • Autocomplete function of YouTube. • YouTube Trends. • YouTube is turning off The Trends Map and Trends Dashboard tools in “the coming days.” • KeywordTool.io for YouTube. • SEMrush Keyword Research Tool.
  5. 5. In October 2012, YouTube’s search ranking algorithm replaced ‘views’ with ‘watch time’ • YouTube’s algorithm for suggesting videos includes prioritizing videos that lead to a longer overall viewing session. • Viewers benefit from more enjoyable content being suggested to them, and creators benefit from more focused, engaged audiences. • So, you need to make videos that people watch well beyond the first click to get them a high ranking.
  6. 6. Audience Retention Report in YouTube Analytics shows average view duration • You can use the YouTube Analytics Views Report to identify which videos have the greatest view times and view-through rates. • The Audience Retention Report shows which videos are successful at keeping viewers watching. • The audience engagement reports in YouTube Analytics let you see which of your videos drive actions like comments, favorites, and likes.
  7. 7. These days, 90% of the best-performing videos on YouTube have custom thumbnails • Your video thumbnail and title are the first things a viewer will see when your video is suggested. • Create descriptive and poignant thumbnails as well as compelling titles for your videos that accurately represent the content. • If your account is verified and in good standing, you may have the ability to upload custom thumbnails for your video uploads.
  8. 8. Hook viewers right from the start and keep them engaged for the full length of the video • Create a compelling opening and then maintain and build interest throughout the video. • For example, video featuring John Cena keeps the audience riveted for entire 3 minutes, 34 seconds. • Build your base of subscribers, who will be notified of new videos and playlists to watch. • Encourage comments and interact with your viewers.
  9. 9. Create a cohesive viewing experience across your videos, playlists, and YouTube channel • Use links in your description as well as video or playlist cards – an evolution of annotations – to direct viewers to watch more content. • Build long watch-time sessions for your content by organizing and featuring content on your channel. • Create a regular release schedule for your videos when uploading to encourage viewers to watch sets of videos over single videos.
  10. 10. Today, it’s estimated that 600 hours of video are being uploaded to YouTube every minute • A year ago at VidCon, YouTube CEO Susan Wojcicki announced that more than 400 hours of video were uploaded to YouTube every minute. • Today, it’s estimated that more than 600 hours of video are being uploaded to YouTube every minute. • Given the abundance of videos on the web, it’s risky to assume that your content will be organically discovered by a large audience.
  11. 11. Unless you’re PewDiePie, who has 46 million subscribers, you’ll need to seed your content • That’s why it’s key to promote your content and ensure it’s discovered by your target audience. • Unless you already have millions of subscribers, you’ll need to seed your content when it launches. • Indeed, when they don’t have an existing subscriber base or engaged social following, many brands use paid advertising on YouTube to ignite sharing and accelerate audience building.
  12. 12. If you already have a video that fits your needs, simply use that to create your ad • On Google, buying text ads doesn’t affect your site’s performance in organic search results. • But, the YouTube platform lets you optimize your investment in paid media by activating the virtuous circle that links Owned Media (your video content), Paid Media (paid video advertising) and Earned Media (“free” views obtained when people share the video ads).
  13. 13. One benefit of YouTube advertising is getting about 1 earned view for every 2 paid views • It is not uncommon to see campaigns generate at least one earned view as a result of every two paid views. • Indeed hundreds of campaigns get more than two earned views per paid view. • And we know the YouTube audience isn’t shy about sharing brand content: • Three in four YouTube users agree that “If there is a brand I love, I tend to tell everyone about it.”
  14. 14. Orapup tested a series of videos and target audiences until it found a successful formula
  15. 15. In September 2015, TrueView joined Search, Display, and Shopping campaigns in AdWords • To unlock key campaign performance metrics in AdWords for video, link your AdWords and YouTube accounts. • Then, in AdWords for video, enable the “audience” columns to see the number of: • Earned views – The number of videos a user watched after having seen your ad. • Follow-on subscribers – The number of users who subscribed after having seen your video ad.
  16. 16. Google’s Brand Lift solution uses surveys and organic searches to measure your ad’s impact • Finally, Google’s Brand Lift solution provides metrics that matter, including lifts in brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest, as measured by organic search activity. • You’ll glean insights within a matter of a few days, so you can adjust your YouTube campaigns according to what’s working in near real time.
  17. 17. The Warehouse in New Zealand drove an averaged 82% lift in brand search interest • The Warehouse advertised on YouTube with TrueView and ran a series of Brand Lift studies to measure impact of the YouTube ads on their target audience. • Averaged results for all 6 studies showed increases in ad recall (+35%), consideration (+16%), and brand interest (+82%). • Campaigns also helped drive 32% YoY growth in e-commerce sales.
  18. 18. Video ads can help you drive visits to your website, product purchases, or app installs • Other success metrics are available in AdWords for video, including conversion, reach, frequency and website clicks. • You can also add interactive elements, including cards, call-to- action overlays, shopping cards, and auto end screens. • This can help you drive visits to your website, product purchases, or app installs.
  19. 19. YouTube campaign for Gillette BODY Razor delivered more than 500,000 clicks-to-buy • “100 Years of Hair” garnered more than 14 million views. • 84% of viewers watched at least 85% of the ad. • Gillette searches grew by 211% and clicks grew by 111% (biggest increase ever for the brand). • Campaign delivered more than 500,000 clicks-to-buy and surpassed sales expectations by up to 4X across seven markets.
  20. 20. Global search interest for virtual reality on Google has grown by nearly 4X in the last year • But is it worth pursuing? • Here are some questions that you should answer before investing in VR technology: • Will VR give viewers an experience that they otherwise couldn’t have? • Could you give shoppers a better feel for your product? • Will your recording environment be rich with things to see? • Will viewers want to continue watching beyond the initial “That's cool” moment?

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