This document discusses using video marketing with pay per click campaigns. It explains that Google's main promise to users is relevance and quality. It then defines a squeeze page and how it can boost conversions by focusing visitors down a single path. Various examples of successful squeeze pages are provided. The document outlines how video can be used in marketing by adding videos to a website. It then discusses campaign-based video scripting, providing targeted videos on landing pages to increase relevance and conversions. An example case study shows a 289% increase in conversion rate using this approach. Finally, it provides recommendations on how to create a test campaign with customized videos for different ad groups and landing pages.

1. Welcome
Today's topic is
“Pay Per Click + Video Marketing”
What is it and how can it help your
campaign!

2. “ALWAYS REMEMBER
RELEVANCE!”
“What it Google's promise? Why is it important to
online marketers like us?”
FIRSTLY LETS UNDERSTAND A
VERY IMPORTANT POINT

3. The Google Promise
Remember the ad for Johnson's Baby Wipes?
“I made a promise to my little one that I will
protect her always...”
That is Google's promise to it's users. That Google will
always take care of it's users by showing the most relevant
and high quality results to it's users.

4. Quality and Relevance
Google works fiercely to deliver on this promise. And
many businesses have been literally ruined because
they did not fit into Google's guidelines to ensure that
this promise is kept.
So this is probably the MOST important thing to keep in
mind when making a campaign in Adwords
Quality and Relevance!
Quality and Relevance!
Quality and Relevance!

5. Next
Next lets understand:
“What is Video Marketing?”
“What is a Squeeze Page?”
“How does it Boost Conversion Rate?”

6. What is a Squeeze Page?
What is a Squeeze Page and How Does it Boost
Conversions?
THE MARKETING FUNNEL
In a non-linear medium like the web, in the case of traditional
websites, your visitors can move freely about at their own pace
and go down side paths to answer questions they might have at
different points in your conversion conversation.
Forcing them down one and only one path of a squeeze page
usually improves conversion rates because they can’t get
distracted

7. Usual Marketing Funnel of a
Squeeze Page
FREE OFFER AND
PRE-SALES PITCH
WELCOME
AND OPT-IN
EMAIL
SALES
HAPPENS
HERE

8. Squeeze Page Samples
Visual Samples of Successful Squeeze Pages
www.insiderinvestments.in
(15% Conv Rate)
www.insiderinvestments.net
(New one, giving me 9% Conversion Rate)
http://speedsqueezepages.com/
Claims 23% Lead Conv. Rate from Search Traffic
http://www.squeezetheme.com
(Great Squeeze Page Building Tool for Wordpress Sites)

9. Next - “What is Video Marketing?”
The simplest example of “Marketing WITH Video” is a company
adding video to its website to summarize its product.
Here’s an example of “Marketing With Video”. This video is
designed to better inform a web visitor about some elements of
a product once they’re on our site.
Created using Animoto.com

10. Main Rules of Thumb in Video
Marketing
Duration and Timing of Value Proposition
Connecting with the Audience
Importance of Personal Touch and
Humor/Coolness/Wow-Factor
Creating and Maintaining Relevance
Attractive Layout of Website with proper metatags
and some readable text for the Googlebot
And the Next Level of Video Marketing
(Campaign-based/Adgroup-based scripting)

11. Examples of Campaign-based/Adgroup-
based Video Scripting:
Page with
video about
your Beds
Page with
video about
your dressers
Page with
video about
your tables
Page with
video about
your chairs

12. It Isn't Difficult. Here's How!
1. Using WebCam for a personal message
(Click here for Example)
OR
2. Using online video making tools such as
StingerVideos / Animoto
(Click Here for Example)

13. User Experience for PPC + Video
On a website that uses Campaign-
based/Adgroup-based Video Scripting, the user
experience for a user who comes through
search is equal to none.
Search leads to
Search Results
User Clicks on
Ad and reaches a
targeted squeeze page
User sees a
short video that is
exactly relevant
to his/her search
Videos result in
144% increase
in Conv. Rate
(data from
www.invodo.com)

14. Live Case Study - AttanoLearn
AttanoLearn.com is a site for students where video is the
main content. So we created a VM strategy as a test to
see if it helps increase conversion rates.
Step 1: A student searches for “Maharashtra science
syllabus”
Step 2: The student sees an ad specific to Maharashtra
Science Syllabus
Step 3: The student is taken to a page where the top
(most viewed) video for Maharashtra science syllabus
is played.

15. The Result!
289.45% INCREASE IN
CONVERSION RATE!

16. But I am not AttanoLearn
Not all sites have video as the main content. So how do you
implement Campaign-based/Adgroup-based scripting?
EASY! Check out:
www.animoto.com
Or
www.StingerVideos.com
You can use these tools to turn your photos, clips and music
into video masterpieces.
And you can make as many different copies of them as you
want, for each adgroup theme, just like a custom
presentation!

17. Home Work For You

Create a Test Campaign for your company

Create separate adgroups by theme

Use Animoto to create a basic video about your company and
products

Create copies of that video where the first few slides are
customized to the adgroup theme that you are going to use it
for.

Create copies of your squeeze page/landing where you then
embed the different versions of the videos.

Link the ads of the various adgroups to their appropriate landing
page / squeeze page
SIMPLE!

18. Thank you for your time
ThePPCSpecialists Network is a subsidiary of BeyondClix Marketing, Online Experts Since 2002!