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Your YouTube Strategy Is Boring. Let's Fix It!

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This was originally presented by Joe Martinez at Hero Conf Los Angeles.

Published in: Marketing
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Your YouTube Strategy Is Boring. Let's Fix It!

  1. 1. Your YouTube Strategy Is Boring. Let’s Fix It! Joe Martinez Senior Manager, Paid Media & Community
  2. 2. Is This Your YouTube Targeting? @MilwaukeePPC Keyword Keyword Keyword Keyword Keyword Broad Topic Affinity Audience
  3. 3. @MilwaukeePPC Yeah…We Need to Change This
  4. 4. Hi. I’m Joe Martinez “2016 Top 5 Rising Star in PPC” – PPC Hero @MilwaukeePPC
  5. 5. What People Think of Milwaukee @MilwaukeePPC
  6. 6. Some… @MilwaukeePPC
  7. 7. …assumptions… @MilwaukeePPC
  8. 8. …are true. @MilwaukeePPC
  9. 9. @MilwaukeePPC We’re Also Pretty Good at PPC
  10. 10. @MilwaukeePPC Fun Joe Fact: Favorite Jedi Is Kit Fisto Image Courtesy of StarWars.com
  11. 11. What to Expect Why YouTube? Different targeting options How video ads impact the brand
  12. 12. @MilwaukeePPC Why Advertise on YouTube?
  13. 13. @MilwaukeePPC Stop Assuming YouTube Isn’t for You
  14. 14. @MilwaukeePPC YouTube reaches over 1 Billion users. Almost one-third of all Internet users. Source: https://www.youtube.com/yt/press/statistics.html
  15. 15. @MilwaukeePPC 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
  16. 16. @MilwaukeePPC More than half of YouTube views come from mobile devices. Source: https://www.youtube.com/yt/press/statistics.html
  17. 17. @MilwaukeePPC Don’t Know Where to Start?
  18. 18. Try the YouTube Director App @MilwaukeePPC youtube.com/yt/advertise/make-video-ads.html
  19. 19. Event Track Embedded Video Content @MilwaukeePPC http://bit.ly/2lVr1oo
  20. 20. View Video Events in Analytics @MilwaukeePPC
  21. 21. Use Other People’s Content to Your Advantage @MilwaukeePPC This isn’t my client’s video, but we have it on the blog.
  22. 22. Use Other People’s Content to Your Advantage @MilwaukeePPC Now we can see what types of videos our users like the most
  23. 23. @MilwaukeePPC Let’s Shoot for Better Targeting
  24. 24. @MilwaukeePPC Customer Match
  25. 25. Same as RLSA & Gmail Ads @MilwaukeePPC
  26. 26. Why Customer Match? @MilwaukeePPC NEVER Customer Match lists in AdWords never expire!
  27. 27. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content Demographics • Show users matching the age and gender of your email lists
  28. 28. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content In the Funnel • Branding • Trust (Why you?) • Value (Benefits)
  29. 29. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content Current Customers • Branding (Influencers) • App Downloads • New/Next Products
  30. 30. Let’s Say You Segment Your List By… @MilwaukeePPC Females, Ages 25-34
  31. 31. Does Your Video Ad Preview… @MilwaukeePPC
  32. 32. …and Content Match List Targets? @MilwaukeePPC
  33. 33. @MilwaukeePPC Direct Placements
  34. 34. Nothing New – Specific Videos @MilwaukeePPC Yes, some of those videos are competitors’ videos
  35. 35. Nothing New – Specific Channels @MilwaukeePPC Yes, some of those channels are competitor channels
  36. 36. Random Thought on Placements @MilwaukeePPC How cool would it be to show your video and sell products on a competitor’s video or channel? SUPER COOL!
  37. 37. What You Should Try First – Actual Websites @MilwaukeePPC My website placement ad groups have seen an over 3,000% better view rate than any other video targeting.
  38. 38. Check Display Planner First @MilwaukeePPC YouTube lists all placements. Not just placements with video ad space. YouTube Display Planner ≠
  39. 39. Quote from Google on Placements @MilwaukeePPC “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
  40. 40. @MilwaukeePPC Custom Affinity Audiences
  41. 41. @MilwaukeePPC Pretend Client: Golf Club Company
  42. 42. What We Initially Have to Work With @MilwaukeePPC
  43. 43. Actual Google Quote @MilwaukeePPC “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
  44. 44. Test Competitor Names & URLs @MilwaukeePPC
  45. 45. Test Industry Publications @MilwaukeePPC
  46. 46. Test Industry Trade Shows, Events, Etc. @MilwaukeePPC
  47. 47. Test Appropriate Behaviors @MilwaukeePPC
  48. 48. Check the Potential Cookies @MilwaukeePPC
  49. 49. Layering Is a Good Thing @MilwaukeePPC
  50. 50. @MilwaukeePPC Better Remarketing Audiences
  51. 51. @MilwaukeePPC More Options Than Video Users
  52. 52. @MilwaukeePPC • Females • Ages 35-44 • Have purchased from you within the past month • Visited from an iOS device If You Want to Remarket Videos to… …You Can Do It
  53. 53. Google Analytics Audiences @MilwaukeePPC
  54. 54. Technology Audiences @MilwaukeePPC
  55. 55. Behavior Audiences @MilwaukeePPC
  56. 56. Traffic Sources Audiences @MilwaukeePPC
  57. 57. Enhanced Ecommerce Audiences @MilwaukeePPC
  58. 58. Audiences from Event Tracking @MilwaukeePPC
  59. 59. Event Tracking Newsletter Signups? @MilwaukeePPC Show videos of perks for signing up to encourage future purchases
  60. 60. Users Leaving to Download Your App? @MilwaukeePPC Show them videos of app benefits & features
  61. 61. @MilwaukeePPC Similar Audiences
  62. 62. @MilwaukeePPC Risky Part About Similar Audiences Similar Audiences for AAudience A
  63. 63. @MilwaukeePPC Find What Works, Then Expand Reach Similar Audiences for AAudience A
  64. 64. @MilwaukeePPC Don’t Forget About Content Exclusions
  65. 65. Advanced Settings > Ad Delivery @MilwaukeePPC
  66. 66. @MilwaukeePPC Can I Bring Up the “Why YouTube” Again?
  67. 67. When You Focus on Branding… @MilwaukeePPC You may see brand interest grow
  68. 68. More Interest = More Brand Searches @MilwaukeePPC You know your brand campaigns convert the best!
  69. 69. @MilwaukeePPC Look at the Full Landscape
  70. 70. Embracing the Value of YouTube Ads @MilwaukeePPC “How is YouTube helping my PPC results?” “How is YouTube helping my overall business goals?”
  71. 71. Recap Your audience is on YouTube. Start specific. Then expand reach. Use “brand awareness” goals.
  72. 72. @MilwaukeePPC Your Handy Guide to YouTube Targeting granularmarketing.com/youtube-targeting- infographic
  73. 73. @MilwaukeePPC Here Are the Slides! granularmarketing.com/heroconf-2017
  74. 74. Thank you! Joe Martinez Senior Manager, Paid Media & Community

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