Unlike CPC or CPM pricing, with YouTube ads – officially known as TrueView ads – you only pay when a viewer watches your video. The CPA is much lower than traditional search or even social media advertising when properly optimized. Learn how to successfully use YouTube advertising to drive awareness, traffic, and conversions.

1. YouTube Search
January 27, 2016

2. Before we get to search
• YouTube overall, and even YouTube on
mobile alone, reaches more 18-34 and
18-49 year-olds than any single cable
network in the U.S.
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3. Its demographics
• YouTube is most popular among
younger adults, blacks and Hispanics.
» 82% of 18- to 29-year-olds used YouTube in
2015, compared with 34% of those 65 and
older.
» 2014 Pew Research Center
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4. It’s social.
• YouTube is the second-largest
social networking site, behind
Facebook.
» 2014 Pew Research Center
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5. Assumptions for Tonight
• You have optimized your channel
» Keyword considered descriptions
» Closed Captioning Transcript
» Clear CTA
• Your account is linked to your analytics
• Not talking about monetization of channels
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6. Inherent Challenges
• YouTube is a rabbit hole.
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7. Identify Your Goals
• Brand Awareness
• Traffic Driving
• Product Sales
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8. Choose Your Network
• YouTube Search:
Results for searches
and will appear on the
YouTube home page,
channel pages, and
video pages.
• YouTube Videos:
This runs TrueView ads
that can appear in-
display ads or in-stream
ads. With this option,
you can choose for your
video ad to appear
before or around videos
shown across the
Google Display
Network.
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9. Ad Formats
• Display Ads
» Size: 300x250 or 300x60 pixels
» Lower cost ad format than TrueView
» Desktop and Laptop ONLY – no mobile
• Sample
» 44,332 views of video
» Avg. CPV: $.036
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10. Targeting for In-Display Ad
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11. In Display Perk
• In-Display ads are NOT required to redirect to
AdWords-compliant landing pages like In-
Stream ads.
• Looking to drive YouTube traffic back to a
video on your YouTube channel, in-display
ads are your answer.
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12. Overlay In-Stream Example
• Used Keyword List from AdWords account
» Ad Impressions: 6,504
» Video Views: 1,120
» CPV: $0.19
» Conversion rate: 5.8% (click to website)
» CPC: $3.29 vs Avg. AdWords CPC $4.37
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Desktop
and
Laptop
ONLY
–
no
mobile

13. What Above Tells You About Content
• 20% of your videos are covered by ads
• Supers and logos should take that in mind
• Get them to take action within 30 seconds
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14. TrueView Video Ad Campaigns
• With TrueView, you pay only:
» if someone watches to the end if the ad
is less than 30 seconds,
» and if the ad is longer than 30 seconds,
you pay if the person watches at least 30
seconds.
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15. Most Common: In-Stream Skippable
• Skippable after 5 Seconds
» Only pay for engagement
» Avg CPV: $0.25 (it’s a commercial)
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16. Content: You’ve Got 5 Seconds.
• Viewers can skip your ad in the
first 5 seconds!
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17. Ad Content
• For in-display ads (feels like AdWords):
» Titles are limited to 25 characters.
» The description lines are limited to 35
characters each.
• And similar rules apply
» Punctuation
» Vanity URLs
» Clear CTA
» Good words: Subscribe, Watch, Record a
Video Response, or Comment
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18. Sponsored Cards
• Introduced May 2015
• Google Merchant Product Feed Integration
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19. Targeting Options
• Demographics
• Interest Category Targeting
• Remarketing
• Placements
• Topics
• Keywords
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20. Mix & Match
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21. Don’t Forget Exclusions
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22. Times of Day Also Valuable
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23. Bidding
• Category matters
• Our default bids are set at $20 per day and
20 cents per view when launching new
account in new category.
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24. Identify Poor Performing Sites
• Video Targeting > Placements > Where ads
were shown > Display network
• Add them to EXCLUSIONS list
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25. YouTube Red is here.
• Launched October 2015
• Ranked in top 10 apps on Apple store by
November 30.
• YouTube Red allows fans to watch videos
uninterrupted without ads, save them offline
and play in the background while still
supporting creators through their membership
fee.
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26. For Fun
• 1st Video Uploaded
» http://pewinternet.tumblr.com/post/117168543869/behold-
the-very-first-youtube-video-an
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27. Q&A
Michelle LeBlanc
michelle@blueskymkt.com
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