http://jakelarsen.me/drive-sales-with-trueview-youtube-ppc-smx/ How To Drive & Traffic Sales with TrueView How To Combine YouTube + Adwords How To Set Up Video For Adwords & TrueView Campaigns Why YouTube is the Wild West Learn From Case Study's of ZAGG Created By: Jake Larsen YouTube Marketing Ambassador http://JakeLarsen.me SMX 2013 San Jose

1. +
Driving Sales with TrueView
@JakeLarsen7

2. Who Am I?
• Writer
• Designer
• Director
• Producer
• Editor
• Marketer

3. Who Am I? What I’ve Done

7. ZAGGtv YouTube Channel
Lifetime Stats Product Page EXTREME Campaign
July 2009 - Nov 2012 Ave.Value Conv. Rate First 30 Days:
30 Days:
$100 4%
AD COST: $170,000
Views: 25,571,944 IMPRESSIONS: 47.8 MILLION
Minutes: 13,211,626 $75 3%
CLICKS: 389,000
Subscriptions: 7,091 $50 2%
COST / VISIT: $0.24 (Avg: $2)
Conversions: 10,751 UNITS SOLD: 346,148
No Video
No Video
REVENUE: $3.2 MILLION
Value: $1,452,424.57
Video
Video
$25 1%
ROI: +1,797%
ZAGGtv Time Line iPhone 4S
Scratch Test
200,000
VIEWS iPhone 4 iPad 2 Fake iPhone 5 iPhone 5
Scratch Test Destroyed Unboxing EXTREME
iPad 3
Scratch Test
100,000
2009 Created ZAGGtv 2010 2011 2011 2012 2012
JULY YouTube Channel OCTOBER MARCH SEPTEMBER MARCH SEPTEMBER

8. YouTube Marketing AmBADASSador

9. & the
Wild West
Blog: JakeLarsen.me
Twitter: @JakeLarsen7
Email: JakeLarsen7@gmail.com

10. What Makes Wild?
108,000,000
People in the USA will Watch
1,308,000,000
Videos Today

11. What Makes Wild?
13,000,000
Customers Click Ads Every Day

12. What Makes Wild?
53x
Video likely to appear
on first page of Google.

13. What Makes Wild?
43x
Higher CTR than Text

14. What Does It Mean?

16. Future of Advertising

17. FOX on YouTube

18. TrueView Layouts

19. In-Slate

20. In-Search

21. In-Display

22. In-Stream

23. Targeted Audience

24. Demographics
Age & Gender

25. Interest Topics
Interests of Person Content of Page

26. Keywords
Search & Content of Page

27. ReMarketing
Channel or Site

28. Placements
Channel, Video or Sites

29. Target Predictions

30. Analytics
• Impressions
• Views
• Clicks
• Video Play Through
• Cost Per Click
• Cost Per View
• CTR
• Conversions
• Cost Per Conversion

32. EXTREME Case Study
}
Cost: $52,165
Sales: $4,326 ROI: - 47,865%
Cost / Conv: $606

33. Adwords for Video
Doesn’t Work...

34. EXTREME Case Study
Targets
Cost Per Conversion: $27.84

35. EXTREME Case Study
Filter Targets

36. EXTREME Case Study
}
Cost: $8,628
Sales: $31,268 ROI: + 300%
Cost / Conv: $15

37. 7 TrueView Tips
Videos that Convert

38. 1
Build Video
Around Click

39. What’s a View?
Half the Ad
or
< 30 Seconds

40. How Much?
CPC CPV
.03₵ - 0.17₵

41. Build Video Around the Click

42. Video A
CTR: 0.24%
View Rate: 1.6
Video B
CTR: 2%
View Rate: 15.2
Increase: + 733%

44. ?

45. Poor Landing
Page

46. Good Landing Page
2

47. Be Interesting
3

48. 4
Experiment
“ There’re no expert marketers,
only experienced marketers
and expert testers.”

49. ReTargeting
5

50. EXTREME Case Study

51. Be Clear
Good Design Eliminates Confusion
6

52. This is who I am.
This is what I Do.
This is what You Need to Do.

53. Measure
Everything
7

54. Site Analytics

56. Increase Sales
* Product Pages with Video get 3X more Sales

58. What TrueView Is
• Engagement
• Track Data (Analytics)
• Targeted Audience
• Affordable
• Open To Anyone

59. What TV is NOT
• Engagement
• Track Data (Analytics)
• Targeted Audience
• Affordable
• Open To Anyone

61. & the
Wild West
Blog: JakeLarsen.me
Twitter: @JakeLarsen7
Email: JakeLarsen7@gmail.com