This document provides tips for using YouTube ads effectively in 3 steps: 1. Pick engaging videos of varying lengths, add related videos, and optimize your channel page. 2. Select broad keyword phrases and annotations to drive clicks. 3. Continuously test thumbnails, ads, annotations, videos, and landing/channel pages to improve performance. Community engagement also builds trust.

2. Stroll’s Awards

3. Why YouTube Ads?
• 2nd Most Visited Search Engine
• #1 Video Destination on the Web
• 2015 – 50% CPV Campaigns
• Less Competition!

4. Biggest Myth:
“YouTube is Only a
Brand Building Tool.”

5. TrueView Ads

6. TRUEVIEW IN-SEARCH ADS
• Viewer Experience
Sees a video promoted
among search results
on YouTube or
video.google.com
• Advertiser is
Charged
When viewer
chooses to watch
its ad

7. TRUEVIEW IN-DISPLAY ADS
• Viewer Experience
Sees video promoted
against suggested
videos on YouTube or
related content across
the Google Display
Network
• Advertiser is
Charged
When viewer
chooses to watch
its ad

8. 60 Second Case Study
• Early on In-Search & In-Display were Winners
• Further Optimizations = Massive ROAS
• Spending Thousands of $$$ Each Week
• Low Maintenance After Initial Ramp-up
So, How Did We Do It?

9. Step 1:
Picking the Right Video
• Length Matters

10. Check YouTube Insights
Check where maximum drop-off happens and see how long viewers are engaged.
Views
Engagement
Mobile

11. Add Related Videos
Don’t be a
One-Hit
Wonder!

12. Related Video Ideas:
• 3-4 Additional Videos:
- Testimonials
- Product Details
- Humor
Ideas:
• Use Your Blog Posts
• See FAQs from Your Own Customers
• Turn Infographics into Videos

13. Related Video Ideas:
Portent’s Content Idea Generator
http://www.portent.com/tools/title-maker/

14. Step 2:
Optimizing Your Channel Page
Apply for a YouTube
Brand Channel

15. Benefits:
• Custom Images
• Content Accessibility Filters
• Enhanced Tracking Capabilities
How to Apply
• Contact Google Reps
• Upload Placeholder Videos
• Fill in Content while Waiting

16. Alternatively: Use YouTube One
Channel
www.youtube.com/onechannel

17. Benefits:
• Anyone can set-up
• Features to encourage subscriptions
• Flexible design options
• Create a banner with CTAs
• Cross-device usability
• Incredibly easy to customize

18. Example:

19. Toot Your Own Horn!
Customize!
Share Info & Links
Make it Compelling
Shorter Attention Spans
Push Visitors Down the
Sales Funnel

20. The MVP for Conversion Rate
Clear Calls to Action
Free Banner Ad!
Boosts Clicks & CR!
Even if Video Doesn’t
Engage - $0 CPC “Ad”

21. Specs

22. Banner Examples:
Pimsleur Approach (w Brand Channel)
Pet Collective (w One Channel)

23. Step 3:
Selecting the Right Keywords
Higher up the
Sales Funnel

24. Step 3:
Selecting the Right Keywords
• Choose Broader Keywords and Shorter Phrases
• CPV’s Cheaper than Average Search CPCs
• Use the YouTube Keyword Tool

25. Step 4:
Creating Effective Ads
Think Like Paid Search:

26. Thumbnail Selection
Helps with CTR:

27. Destination Page
Play the Ad on Your Channel Page

28. Step 5:
Leveraging Annotations

29. How to Set Up Annotations
1. Add Annotation Button:
2. Choose Style:
3. Perfect and You’re Done!

30. Showcase CTA within the Video
YouTube Links Clickable
Use Vanity URLs
Apply for External
Annotations

31. Drive Clicks to Related Videos

32. Step 6:
Building Trust
Set Aside 20 Minutes Each Day for YouTube Community Management

33. Step 7:
Continued Optimization
Thumbnail
Ad Copy
Channel
Banner
Annotations
Video
Landing Page
Channel Page
Design

34. • Follow me on Twitter @purnavirji
• Add me on LinkedIn:
www.linkedin.com/in/purnavirji
• Recommended Reading:
Any articles by Manny Rivas for great step-
by-step advice & tips.