This was originally presented by Joe Martinez at Hero Conf Los Angeles.

1. Your YouTube Strategy Is Boring.
Let’s Fix It!
Joe Martinez
Senior Manager, Paid Media & Community

2. Is This Your YouTube Targeting?
@MilwaukeePPC
Keyword
Keyword
Keyword
Keyword
Keyword
Broad Topic
Affinity Audience

3. @MilwaukeePPC
Yeah…We Need to Change This

4. Hi. I’m Joe Martinez
“2016 Top 5 Rising Star in PPC”
– PPC Hero
@MilwaukeePPC

5. What People Think of Milwaukee
@MilwaukeePPC

6. Some…
@MilwaukeePPC

7. …assumptions…
@MilwaukeePPC

8. …are true.
@MilwaukeePPC

9. @MilwaukeePPC
We’re Also Pretty Good at PPC

10. @MilwaukeePPC
Fun Joe Fact: Favorite Jedi Is Kit Fisto
Image Courtesy of StarWars.com

11. What to Expect
Why YouTube?
Different targeting options
How video ads impact the brand

12. @MilwaukeePPC
Why Advertise
on YouTube?

13. @MilwaukeePPC
Stop Assuming YouTube Isn’t for You

14. @MilwaukeePPC
YouTube reaches over 1
Billion users.
Almost one-third of all
Internet users.
Source: https://www.youtube.com/yt/press/statistics.html

15. @MilwaukeePPC
YouTube reaches more 18-34
and 18-49 year-olds than
any cable network in the
United States.
Source: https://www.youtube.com/yt/press/statistics.html

16. @MilwaukeePPC
More than half of
YouTube views come
from mobile devices.
Source: https://www.youtube.com/yt/press/statistics.html

17. @MilwaukeePPC
Don’t Know
Where to Start?

18. Try the YouTube Director App
@MilwaukeePPC
youtube.com/yt/advertise/make-video-ads.html

19. Event Track Embedded Video Content
@MilwaukeePPC
http://bit.ly/2lVr1oo

20. View Video Events in Analytics
@MilwaukeePPC

21. Use Other People’s Content to Your Advantage
@MilwaukeePPC
This isn’t my
client’s
video, but we
have it on the
blog.

22. Use Other People’s Content to Your Advantage
@MilwaukeePPC
Now we can
see what
types of
videos our
users like the
most

23. @MilwaukeePPC
Let’s Shoot for
Better
Targeting

24. @MilwaukeePPC
Customer
Match

25. Same as RLSA & Gmail Ads
@MilwaukeePPC

26. Why Customer Match?
@MilwaukeePPC
NEVER
Customer
Match lists in
AdWords
never expire!

27. Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
Demographics
• Show users
matching the age
and gender of your
email lists

28. Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
In the Funnel
• Branding
• Trust (Why you?)
• Value (Benefits)

29. Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
Current
Customers
• Branding
(Influencers)
• App Downloads
• New/Next Products

30. Let’s Say You Segment Your List By…
@MilwaukeePPC
Females,
Ages 25-34

31. Does Your Video Ad Preview…
@MilwaukeePPC

32. …and Content Match List Targets?
@MilwaukeePPC

33. @MilwaukeePPC
Direct
Placements

34. Nothing New – Specific Videos
@MilwaukeePPC
Yes, some of those
videos are
competitors’
videos

35. Nothing New – Specific Channels
@MilwaukeePPC
Yes, some of
those channels
are competitor
channels

36. Random Thought on Placements
@MilwaukeePPC
How cool would it be
to show your video
and sell products on
a competitor’s video
or channel?
SUPER COOL!

37. What You Should Try First – Actual Websites
@MilwaukeePPC
My website
placement ad
groups have seen
an over 3,000%
better view rate
than any other
video targeting.

38. Check Display Planner First
@MilwaukeePPC
YouTube lists
all
placements.
Not just
placements
with video ad
space.
YouTube Display Planner
≠

39. Quote from Google on Placements
@MilwaukeePPC
“When you add Display Network placements, your
ad may still run in all eligible locations on YouTube.
And when you add YouTube placements, your ad
may still run in all eligible locations across the
Display Network.”
Source: https://support.google.com/youtube/answer/2454017?hl=en

40. @MilwaukeePPC
Custom Affinity
Audiences

41. @MilwaukeePPC
Pretend Client: Golf Club Company

42. What We Initially Have to Work With
@MilwaukeePPC

43. Actual Google Quote
@MilwaukeePPC
“With custom affinity audiences, advertisers can create
audiences that are more tailored to their brands, compared to
our broad, TV-like affinity audiences.”
https://support.google.com/adwords/answer/2497941?hl=en

44. Test Competitor Names & URLs
@MilwaukeePPC

45. Test Industry Publications
@MilwaukeePPC

46. Test Industry Trade Shows, Events, Etc.
@MilwaukeePPC

47. Test Appropriate Behaviors
@MilwaukeePPC

48. Check the Potential Cookies
@MilwaukeePPC

49. Layering Is a Good Thing
@MilwaukeePPC

50. @MilwaukeePPC
Better
Remarketing
Audiences

51. @MilwaukeePPC
More Options Than Video Users

52. @MilwaukeePPC
• Females
• Ages 35-44
• Have purchased from you within
the past month
• Visited from an iOS device
If You Want to Remarket Videos to…
…You Can Do It

53. Google Analytics Audiences
@MilwaukeePPC

54. Technology Audiences
@MilwaukeePPC

55. Behavior Audiences
@MilwaukeePPC

56. Traffic Sources Audiences
@MilwaukeePPC

57. Enhanced Ecommerce Audiences
@MilwaukeePPC

58. Audiences from Event Tracking
@MilwaukeePPC

59. Event Tracking Newsletter Signups?
@MilwaukeePPC
Show videos of perks for
signing up to encourage
future purchases

60. Users Leaving to Download Your App?
@MilwaukeePPC
Show them videos of
app benefits & features

61. @MilwaukeePPC
Similar
Audiences

62. @MilwaukeePPC
Risky Part About Similar Audiences
Similar Audiences for AAudience A

63. @MilwaukeePPC
Find What Works, Then Expand Reach
Similar Audiences for AAudience A

64. @MilwaukeePPC
Don’t Forget
About Content
Exclusions

65. Advanced Settings > Ad Delivery
@MilwaukeePPC

66. @MilwaukeePPC
Can I Bring Up the
“Why YouTube”
Again?

67. When You Focus on Branding…
@MilwaukeePPC
You may see brand interest grow

68. More Interest = More Brand Searches
@MilwaukeePPC
You know your brand campaigns convert the best!

69. @MilwaukeePPC
Look at the Full Landscape

70. Embracing the Value of YouTube Ads
@MilwaukeePPC
“How is YouTube helping my
PPC results?”
“How is YouTube helping my
overall business goals?”

71. Recap
Your audience is on YouTube.
Start specific. Then expand reach.
Use “brand awareness” goals.

72. @MilwaukeePPC
Your Handy Guide to YouTube Targeting
granularmarketing.com/youtube-targeting-
infographic

73. @MilwaukeePPC
Here Are the Slides!
granularmarketing.com/heroconf-2017

74. Thank you!
Joe Martinez
Senior Manager, Paid Media & Community