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Google Display Network, Video Ads & YouTube Content Creator


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Workshop at Ministry of Tourism Indonesia. Jakarta, Oct 21st, 2015.

Published in: Marketing

Google Display Network, Video Ads & YouTube Content Creator

  1. 1. Google Display Network, Video Ads & YouTube Creator Workshop session with The Ministry of Tourism Indonesia. October 21st, 2015.
  2. 2. founder & ceo of InboundID & Partner Iklan ex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu get connected +628118301984 @idowebid ridho putradi s’gara
  3. 3. bring out that question!
  4. 4. Google Display Network • Market Analysis • Campaign Set Up • Targeting • Ad Best Practice • Ad Galery • Google Remarketing • Building Your Audience List • Targeting in Remarketing • Ad A/B Testing • Important Metrics today’s agenda Youtube Creator • How Youtube Works • Youtube Measurement • Video Strategy • Share-ability • Get Discovered • Driving Fan Engagement Video Ads • Campaign Set Up • Targeting • Ad Type • Important Metrics • Intro to YouTube TrueView Ads • Intro to YouTube Masthead
  5. 5. Google Display Network
  6. 6. preparing adwords account • AdWords Account • Campaign • AdGroup • Keyword + Ads • Keyword + Ads • AdGroup • AdGroup • Campaign • Campaign
  7. 7. adwords account structure
  8. 8. market analysis go to tools > display planner after you logged in
  9. 9. available network
  10. 10. audience targeting keywords location language devices demographic interest topic placement
  11. 11. campaign set up go to campaign > + campaign + display network only
  12. 12. marketing objective
  13. 13. location & language targeting
  14. 14. bid strategy & budget
  15. 15. ad extensions
  16. 16. advance setting delivery method standard: show ads evenly over time accelerated: show ads as quickly as reasonably possible schedule set when you want your ad to show on google network ad delivery ad rotation to set which and how your ad show • optimize for clicks: show ads expected to provide more click • optimize for conversions: show ads expected to provide more conversions • rotate evenly: show ads more evenly for at least 90 days, then optimize • rotate indefinitely: show lower performing ads more evenly with higher performing ads, and do not optimize frequency capping set how many a unique users will saw your on certain timeframe device targeting choose between operating system, device models and carier & wi-fi
  17. 17. ad group best practices - create an easy to identify ad group name. - create different ad group based on max two targeting combination
  18. 18. uploading your ad image ad - supported sizes
 468 x 60,728 x 90,320 x 50,250 x 250,200 x 200,336 x 280,300 x 250,120 x 600,160 x 600,300 x 600,970x90,320 x 100,970 x 250,300 x 1050,980 x 120,930 x 180,250 x 360, 580 x 400 - supported file format
 .ZIP, .CSS,.JS, .HTML, .GIF, .PN G, .JPG, .JPEG, .SVG text ads - headline: 25 char - desc 1: 35 char - desc 2: 35 char - display url: 25 char
  19. 19. animated ad format: .swf length and speed • animation length must be 30 seconds or shorter • animations can be looped, but the animations must stop after 30 seconds • flash ads must be 24 fps or slower flash version important AdWords currently supports only Adobe Flash Player versions 4 through 10.1. If your ad uses any other version (such as 10.2), it cannot be uploaded. Including these parameters can cause Flash ads not to work in some cases.
  20. 20. ad ideas go to campaign > + ad > ad galery > general purpose ad
  21. 21. improving customer lifetime value with remarketing audience segmentation creative development based on audience segmentation ad testing and optimisation segmentation based on interest / last visited page / last purchased items creative ads are tailored to each and every segmentation. e.g. user who was visited “handbags” page will be served ads related handbags or similar products persistent ad testing based on the users responses.
  22. 22. remarketing ads remarketing list - all your visitor - visitor to certain page(s) - visitor with certain behaviour - combination
  23. 23. remarketing tags • identify your audiences • need to be placed on <head> section of your html pages go to shared library > audiences > + remarketing list
  24. 24. understanding your dashboard clicks number of clicks that your ad group received ctr (click thru rate) is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage (clicks ÷ impressions = CTR). avg. cpc average cost per click advertiser have to pay cost total cost advertiser have to pay
  25. 25. ad group performance impressions how many advertiser ads show clicks number of clicks that your ad group received ctr (click thru rate) is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage (clicks ÷ impressions = CTR). avg. cpc average cost per click advertiser have to pay cost total cost advertiser have to pay
  26. 26. Video Advertising on YouTube
  27. 27. campaign set up go to campaign > + campaign + video
  28. 28. in-stream ad
  29. 29. in-display ad
  30. 30. youtube targeting
  31. 31. youtube targeting
  32. 32. important metrics views number of views on your video ad, only view of more than 30’ counted view rate view rate is the number of views your TrueView video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads. avg. cpv average cost per view advertiser have to pay cost total cost advertiser have to pay
  33. 33. earned views an earned view occurs when someone who views your video ad and then watches another video or videos in a linked YouTube channel within 7 days of the ad view.
  34. 34. non-skippable in-stream ads • 15 & 30 sec length • sold in CPM CPM = Cost per Mile
 advertiser pay per 1000 impressions on the ad • viewer must watch the ad in full before the video will play
  35. 35. campaign process order bulk impression with date sign media order final review on scheduled campaign upload video to youtube
  36. 36. YouTube masthead the YouTube Masthead is a 970x250 pixel in-page unit running the full width of the YouTube homepage below the navigation bar for 24 hours.
  37. 37. pros cons • extensive audience reach, 90% YouTube visitors visited YouTube homepage • own-the-market • rich-media capabilities on the ad • sold in cpd (cost per day) the other metrics achievement will be vary depends on the creative • low on interactions • it’s damn expensive!
  38. 38. check for date availability send order sign io kick off call kick off callasset delivery revision and final approval launch campaign process
  39. 39. YouTube Creator
  40. 40. getting started Supported YouTube file formats .MOV .MPEG4 MP4 .AVI .WMV .MPEGPS .FLV 3GPP WebM
  41. 41. creator studio
  42. 42. video manager • all your video will be listed here • you can also manage your published video go to creator studio > video manager
  43. 43. editing your video
  44. 44. video strategy I Forgot My Phone Share-ability
  45. 45. video strategy Discoverability 8 Valentine’s Day Gifts That’ll Blow Her Mind
  46. 46. video strategy Drive fan engagement • know your fans • connect with fans, and activate your base • reward your superfans • encourage fan contributions • fuel the conversation Transforming into my Subscriber 'Cassidy'
  47. 47. youtube analytics
  48. 48. thank youi’m a huge fan of coffee, a venti long black and we’ll talk more!