Casey Henry discusses the importance of video in enhancing SEM performance, emphasizing its ability to build emotional connections and the need for quality metrics. Wistia, where Henry works, hosts over 4 million videos and highlights the growing significance of video marketing due to decreased equipment costs and increased mobile usage. The document also covers various strategies for leveraging video in campaigns, improving conversion rates, and key considerations for SEO and PPC.

1. Casey Henry!
@caseyhen
!
casey@wistia.com
1
Using Video to Increase Your
SEM Performance

2. Casey Henry
4 Years working at Moz in Seattle on
their Marketing and Engineering teams.
!
SEO Consultant & developer before
working with Moz.
!
Currently working at Wistia on the
marketing team managing SEM, SEO,
Data Analysis, and PPC.
!
!
2

3. About Wistia
Wistia is professional video hosting with
analytics and video marketing tools.
!
!
Hosting over 4 million videos
175,000 customers hosting videos
Played video for billions of users
40ish employees
Based in Cambridge, MA
!
!
http://wistia.com/
3

4. Things To Remember About Video
4

5. Video = Content
Video = Form
5
- Phil Nottingham (Distilled)
#DFWSEM @caseyhen

6. Video Often Cannot
Stand On It’s Own
6#DFWSEM @caseyhen

7. Video Build Emotional
Connections
7#DFWSEM @caseyhen

8. Video Can Take Time To
Get Right, Test!
8#DFWSEM @caseyhen

9. 9
2013, 2014, 2015 The Year of Video

10. 10#DFWSEM @caseyhen

11. Why 2015 IS The Year for Video
11#DFWSEM @caseyhen

12. Why 2015 IS The Year for Video
Reduction In Cost of Equipment
12#DFWSEM @caseyhen

13. Why 2015 IS The Year for Video
Reduction In Cost of Equipment
13#DFWSEM @caseyhen

14. Why 2015 IS The Year for Video
Availability of Success Metrics
14
The Days of Play/View Counts Are Over
#DFWSEM @caseyhen

15. Why 2015 IS The Year for Video
Increase of Mobile Usage
15#DFWSEM @caseyhen

16. Why 2015 IS The Year for Video
Faster Internet Speeds
16
Source: Akamai
#DFWSEM @caseyhen

17. Video Marketing
17

18. 18
Marketing
!
!
Content
Marketing
!
!
Funnel !
Marketing
Video Marketing Video Marketing

19. Video Marketing
In Your Content
19

20. Video Marketing You Know
20#DFWSEM @caseyhen

21. Video Can Drive Links
21
http://bit.ly/link-worthy
#DFWSEM @caseyhen

22. Video & Site Metrics
22#DFWSEM @caseyhen

23. Video Content & The Fold
23#DFWSEM @caseyhen

24. 24#DFWSEM @caseyhen
Each Zone is
250 Pixel in
Height

25. 25#DFWSEM @caseyhen

26. 26#DFWSEM @caseyhen

27. 27#DFWSEM @caseyhen

28. Custom Thumbnails
35% Increase In Play Rate
28#DFWSEM @caseyhen

29. Custom Play Button
19% Increase In Play Rate
29#DFWSEM @caseyhen

30. Tip of the Iceberg
30#DFWSEM @caseyhen

31. Video Marketing
In Your Funnel
31

32. SEO & Video
32

33. Remember These Days?
33#DFWSEM @caseyhen

34. 34#DFWSEM @caseyhen

35. 35
Video Marketing Is
About More Than Just
Video Snippets!
#DFWSEM @caseyhen

36. Rich Snippets Test
36
25 Different Domains
DA range from 10 to 93
80% had video snippets before update
Range in content types
All have used video in past
Wistia, Vimeo, Dailymotion Embeds
#DFWSEM @caseyhen

37. Rich Snippets Test
37#DFWSEM @caseyhen

38. Rich Snippets Results
38
No Return of Video Snippets!
in Web Search
#DFWSEM @caseyhen

39. Rich Snippets Next Steps
39#DFWSEM @caseyhen

40. What About YouTube!
40#DFWSEM @caseyhen

41. Your Home vs. Playground
41
http://bit.ly/youtube-playground
#DFWSEM @caseyhen

42. Go Where Your
Audience Is
42#DFWSEM @caseyhen

43. Create and Measure
Video KPIs
43#DFWSEM @caseyhen

44. What’s Left of Video SEO?
44
Meta Tags Needed for Context
iFrames
Video Search Tab
Enjoy Structured Data for Now
#DFWSEM @caseyhen

45. PPC & Video
45

46. Quality Scores & Video
46#DFWSEM @caseyhen

47. 47
Quality Score Test
20 Different Landing Pages
10 Different Keywords
1 With Video & 1 Without Video
3 Different Accounts
Similar Spends But Different Markets
Same Time Periods
#DFWSEM @caseyhen

48. Quality Score Results
48#DFWSEM @caseyhen

49. Video Pages Did
See Higher
Conversion Rates
49#DFWSEM @caseyhen
Quality Score Results

50. Pages with higher
conversion rates
saw increase in
quality score
50#DFWSEM @caseyhen
Quality Score Results

51. Test Was Too Small, More
Tests Needed
51#DFWSEM @caseyhen

52. We Did See
Increase In Conversion By
270% When Played Video
52#DFWSEM @caseyhen

53. How Are Companies
Using Video
w/Paid Landing Pages?
53#DFWSEM @caseyhen

54. 100,000 Keywords
54#DFWSEM @caseyhen

55. 375,000 Landing Pages
55#DFWSEM @caseyhen

56. 145,000 Domains
56
13% of Landing Pages
#DFWSEM @caseyhen

57. <1% Had Video
57#DFWSEM @caseyhen

58. 58#DFWSEM @caseyhen

59. <Rant>
59#DFWSEM @caseyhen

60. 35% of Ads Have
Homepage As
Their Landing Page
60#DFWSEM @caseyhen

61. 65% Have Moz PA > 15
61#DFWSEM @caseyhen

62. </Rant>
62#DFWSEM @caseyhen

63. PPC Landing Pages
Should Drive Conversions
63#DFWSEM @caseyhen

64. Videos Can Help Increase
Those Conversion
64#DFWSEM @caseyhen

65. Give a Clear CTA When
The Video Ends
65#DFWSEM @caseyhen

66. Other Ways Video Help
Paid Landing Pages
66#DFWSEM @caseyhen

67. Bounce Rate
67#DFWSEM @caseyhen

68. Time on Page
68#DFWSEM @caseyhen

69. Pages Per Session
69#DFWSEM @caseyhen

70. Video Needs Text
For Context
70#DFWSEM @caseyhen

71. 71
Poor Landing Page
#DFWSEM @caseyhen

72. 72

73. Retargeting & Video
73

74. Retargeting is about
Segmentation
74#DFWSEM @caseyhen

75. Fire pixel on
completion of video.
75#DFWSEM @caseyhen

76. Wistia!
http://bit.ly/wistia-events
!
Vimeo!
http://bit.ly/vimeo-events
!
YouTube!
http://bit.ly/youtube-events
76#DFWSEM @caseyhen

77. 15-20% increase in
conversion after viewing
first video and retargeted.
77#DFWSEM @caseyhen

78. Customers
78#DFWSEM @caseyhen

79. Landing Pages With Video
79#DFWSEM @caseyhen

80. Facebook RHC
80#DFWSEM @caseyhen

81. Twitter Retargeting
81#DFWSEM @caseyhen

82. Autoplay on Landing?
82#DFWSEM @caseyhen

83. Minimal Effect on Metrics
83#DFWSEM @caseyhen

84. Prospecting & Video
84

85. Preroll Video
85#DFWSEM @caseyhen

86. 86#DFWSEM @caseyhen

87. Brand Awareness Play
Most Clicks Bounce
87#DFWSEM @caseyhen

88. Facebook Prospecting
88#DFWSEM @caseyhen

89. Again, Stick to RHC
NewsFeed
Underperformed
89#DFWSEM @caseyhen

90. Facebook’s Ad Exchange
Rules Make Things
Semi-Difficult
90#DFWSEM @caseyhen

91. Organic Facebook Video
Defaults With No Sound
91#DFWSEM @caseyhen

92. Your Funnel & Video
92

93. Limit Video Use
In Your Funnel
93#DFWSEM @caseyhen

94. Yes, I Said That
94#DFWSEM @caseyhen

95. Videos Should Convey
Different Messages
95#DFWSEM @caseyhen

96. Product Explainer Video
Increase Conversion By 35%
For Those That Complete
96#DFWSEM @caseyhen

97. Spikes in Engagement
97#DFWSEM @caseyhen

98. Social & Video
98

99. It’s about connecting to
your audience...
99#DFWSEM @caseyhen

100. Instead of driving
conversions.
100#DFWSEM @caseyhen

101. Go to the network where
your customers are!
101#DFWSEM @caseyhen

102. Use video to
a make connection
102#DFWSEM @caseyhen

103. Drive to website for
conversions after
connection
103#DFWSEM @caseyhen

104. Twitter’s Native Video
Brands Still Unsure of Uses
104#DFWSEM @caseyhen

105. Twitter Ads Tip
105#DFWSEM @caseyhen

106. Clearbit.com
106#DFWSEM @caseyhen

107. Twitter Segments
107#DFWSEM @caseyhen

108. Clearbit.com
108#DFWSEM @caseyhen

109. Target Twitter Handles
109#DFWSEM @caseyhen

110. 250% Increase in
Engagement & Follows
110#DFWSEM @caseyhen

111. Wrapping Things Up
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112. 112#DFWSEM @caseyhen
Video is Primarily Being
Used for Blog Content

113. 113#DFWSEM @caseyhen
But.....
We Are In The Early
Stages of Something Big

114. 114#DFWSEM @caseyhen
Video for SEM Campaigns
is Still Underutilized

115. 115#DFWSEM @caseyhen
Now is the Time to Get the
Upper Hand on the
Competition

116. 116#DFWSEM @caseyhen
Resources if new to video
!
Wistia Community
http://wistia.com/community
!
Wistia Learning Center
http://wistia.com/learning