Alternatives to AdWords: YouTube, Twitter, and LinkedIn

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Alternatives to Google AdWords include paid social media platforms like YouTube, Twitter, and LinkedIn for video advertising, content promotion, and lead generation. YouTube allows for long-form, brand-building video content across devices and offers features like bumper ads, end screens, and custom audiences. Twitter can grow follower bases, increase awareness, drive video views and website traffic using promoted trends, website cards, and promoted tweets. LinkedIn focuses on generating leads and promoting content through sponsored updates, InMail messages, text ads and dynamic ads.

1
Alternatives to AdWords:
YouTube, Twitter, and LinkedIn
Feb. 22, 20178

YouTube Overview
3
Custom audiencesRaise awareness: cost per view In-stream vs. video discovery Device bid adjustments AB Tests

In-Stream vs. Video Discovery
5
Video Discovery: Suggested videos Video Discovery: Search results In-stream: Skippable after 5 seconds

YouTube: Iterative Plan for Testing
6
A B
A B
Production Quality
Lens Angle

YouTube Features
• Bumper ads
• Cards/end screens
• Device bid
adjustments
• Custom audiences
7

Twitter Objectives
9
Grow follower base Increase awareness Garner engagement Generate video viewsIncrease website traffic

Twitter Features
10
•Promoted trends
•Website cards
•Promote mode
•Bid types
•Business blog/@TwitterBusiness

LinkedIn Overview
11
Promote content Generate leads Direct to inbox messaging New video component

LinkedIn Features
12
• Sponsored content
• InMail
• Text Ads
• Dynamic Ads
• Programmatic display

InMail Example
13
• $0.73 cost per send
• $1.25 cost per open
• 7% open rate
• Client saw an additional 5
registrants during campaign

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Alternatives to AdWords: YouTube, Twitter, and LinkedIn

1. 1 Alternatives to AdWords: YouTube, Twitter, and LinkedIn Feb. 22, 20178

2. Channel Overview 2 • B2B network • Industry news and discussion sharing • Lead generation • Detailed targeting • Long form video content • Educate, entertain, inspire • Brand awareness • Lift in product search • Rich storytelling • Timely content • Hashtag-specific advertising • Increase web traffic • Grow social following • Brand awareness

3. YouTube Overview 3 Custom audiencesRaise awareness: cost per view In-stream vs. video discovery Device bid adjustments AB Tests

4. Video Content Strategy 4 • Attract • Brand • Connect • Direct

5. In-Stream vs. Video Discovery 5 Video Discovery: Suggested videos Video Discovery: Search results In-stream: Skippable after 5 seconds

6. YouTube: Iterative Plan for Testing 6 A B A B Production Quality Lens Angle

7. YouTube Features • Bumper ads • Cards/end screens • Device bid adjustments • Custom audiences 7

8. YouTube Brand Lift • Advanced targeting • Brand favorability and lift • Amplify TV with Nielsen TV partnership Study by the ARF found +60% ROI when reinforcing TV with cross- platform digital campaigns. 24

9. Twitter Objectives 9 Grow follower base Increase awareness Garner engagement Generate video viewsIncrease website traffic

10. Twitter Features 10 •Promoted trends •Website cards •Promote mode •Bid types •Business blog/@TwitterBusiness

11. LinkedIn Overview 11 Promote content Generate leads Direct to inbox messaging New video component

12. LinkedIn Features 12 • Sponsored content • InMail • Text Ads • Dynamic Ads • Programmatic display

13. InMail Example 13 • $0.73 cost per send • $1.25 cost per open • 7% open rate • Client saw an additional 5 registrants during campaign

Editor's Notes

Multiple formats For example, testimonial concept can be expanded into platform-specific content
Targeting: Lookalike handles Keywords/hashtags Interests/behaviors Gender/age Location
https://blog.linkedin.com/2017/august/22/Introducing-LinkedIn-Video-Show-Your-Experience-and-Perspective
Overall, the content was extremely relevant to the audience and effective at driving opens with a 33% open rate – the industry average is around 22.87% for email (LinkedIn InMail ads are relatively new and benchmark data is not yet available so we’re using email benchmarks). Also, because the content was so relevant, we had a high click-through rate (5.3%), which kept our send rate consistently low at $0.73 per send.

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Editor's Notes