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Video Is Not Hard: Fearlessly Feed Your Funnel with YouTube Ads

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Video Is Not Hard: Fearlessly Feed Your Funnel with YouTube Ads

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In this presentation, YouTube ads fanatics Mary Hartman (Hanapin), Ben Polk (Google), and Cory Henke (Variable Media) join together to show you not only that you SHOULD be doing YouTube ads, but they’ll personally coach you on best practices to help your video ads soar.

In this presentation, YouTube ads fanatics Mary Hartman (Hanapin), Ben Polk (Google), and Cory Henke (Variable Media) join together to show you not only that you SHOULD be doing YouTube ads, but they’ll personally coach you on best practices to help your video ads soar.

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Video Is Not Hard: Fearlessly Feed Your Funnel with YouTube Ads

  1. 1. 1 www.dublindesign.com Video is Not Hard: Fearlessly Feed Your Funnel with YouTube Ads HOSTED BY:
  2. 2. Ben Polk YouTube Product Expert at Google – @google Cory Henke Founder and CEO of Variable Media – @coryhenke Presenters Mary Hartman Senior Social Analyst at Hanapin Marketing PPC Hero Blogger – @PPCHartman
  3. 3. Who is Hanapin? The PPC Agency of Experts that increases market share for businesses with multiple brands, regions, products, and/or service lines. www.hanapinmarketing.com/complex-businesses Hanapin also produces PPC Hero and Hero Conf
  4. 4. Our Clients Include….
  5. 5. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
  6. 6. Live Poll Question #1 How long have you been in PPC? #thinkppc A. 0-1 year B. 1-3 years C. 3-5 years D. 5+ years
  7. 7. Part 1: Benefits & Features You can succeed on !
  8. 8. Smashing Misconceptions
  9. 9. Smashing Misconceptions
  10. 10. Smashing Misconceptions Video can move people to understand and consider your product more than text
  11. 11. Smashing Misconceptions
  12. 12. The CPV Comparison
  13. 13. You can reach the undecided, not the uninterested Engaged with your business already - but didn’t convert Similar profile to your current or potential customers Actively researching your product/service with intent to buy WHO: HOW: Remarketing Customer Match Similar Audiences In-Market Audiences Searched on Google, before engaging with your business Custom Intent audiences for YouTube Audience Targeting
  14. 14. Identify warm leads by users who view your ad on YouTube Retarget to those users when they search on Google.com Audience Re-Targeting
  15. 15. Attribution Challenges Identifying what’s working & what’s not Setting expectations: ○ Goal-setting: Awareness ■ Brand Lift Surveys ○ Goal-setting: Conversions ■ TrueView for Action
  16. 16. Sees Display Ad Watches Video Ad Searches on Google Follow the Customer from Video to Conversion Converts on Site Audience Targeting
  17. 17. ● Targeting based on search history ● Demographic targeting ● Future Alphas & Betas New YouTube Features
  18. 18. Proprietary + Confidential CONVENIENC E STORE SHOPPER OUTDOOR ENTHUSIAS T PLANNING A VACATION GETTING MARRIED REAL MADRID FANMOM + 30-MIN CHEF IN-MARKET FOR SKI GEAR Using Real-Time Intent Signals
  19. 19. Proprietary + Confidential Life Events Reach people during major life milestones like: getting married, moving, graduating college. Stronger Affinity & In-Market Segments Existing affinity & in-market segments are more accurate and reach +15% more people now that we’ve added signals from NEW Consumer Patterns Reach frequent grocery, big box, department, convenience store shoppers, frequent restaurant goers, and more. NEW Need something specific? Custom Affinity audiences, like fans of a specific sports team, now reach up to 3x more people. New Targeting
  20. 20. Proprietary + Confidential NEW TARGETING FEATURE: Target people with video ads after they search for specific keywords on Google. 0:1 2 0:1 5 85% of people on Google Search are also reachable on YouTube! Custom Intent
  21. 21. Creative Guidelines
  22. 22. Creative Guidelines
  23. 23. Measuring Success
  24. 24. Success Story - Clinique
  25. 25. The YouTube Ad Timeline
  26. 26. Interactivity To Drive Engagement
  27. 27. Important Video Creative Tactics
  28. 28. Success Stories
  29. 29. Success Stories
  30. 30. Offers! A. I’d like an emailed copy of Hanapin’s PPC Playbook for Companies with Multiple Brands B. No, thanks.
  31. 31. Thank you for attending our webinar! #thinkppc Contact Hanapin Directly: marketing@hanapinmarketing.com Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf Thank you!

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