It goes without saying that video is fast becoming a "must-do" for e-retailers as they discover the dramatic effect video has on the online sales of their products. Even so, there's plenty you can do to fully optimize your own video assets, maximizing your sales. In this retail-focused session, you’ll learn about: Combing video with product offerings Integrating YouTube with eCommerce sites Key metrics for campaign performance Best practices from top e-tailers Effective conversion strategies Pixability is regarded as one of the top YouTube marketing companies in the world. Please join us as we share our experience of over 10,000 YouTube channels and millions of business videos. Nobody knows online video better than Pixability.

1. YouTube for
eCommerce
Pixability TV 28
Webinar
March 6, 2013
© 2012 Pixability, Inc. Confidential.
All rights reserved.

2. Agenda
 Some Facts: eCommerce and YouTube
 5 Critical Success Factors:
1. Have the Right Content Strategy
2. Use YouTube Ads and SEO
3. Optimize Your Channel for Conversions
4. Use Video on Your Site
5. Measure Your Success
2

3. Questions?
 Twitter: @pixability #pixtv28
 webinar@pixability.com
3

4. Pixability @ SXSW
Sunday, March 10
12:30 – 1:30pm
4

5. Pixability
We solve YouTube for marketers and agencies
Advertising Content Marketing
Solutions Solutions
Drive targeted traffic quickly Build a long-term audience
On

6. eCommerce and YouTube
6

7. YouTube Is the Dominant Video Platform
Dominating in monthly video views Attracting younger viewers than TV
Yahoo
Facebook 33%
Vevo
YouTube VS
. Viacom 67
%
Microsoft
AOL
 154M U.S. Amazon VS Ages 18-49 Ages 50+
viewers
Turner
.
 18.2B U.S. video
views per month
Vimeo
Prime 24%
 Widest reach in
mobile/
Time
game TV 76%
consoles/connect
ed TVs

8. YouTube eCommerce Is Growing Quickly

9. The Big Guys Are Doing It
The biggest marketers in the world are already using YouTube
to reach their customers
Monthly videos published on
YouTube by global Top 100 Brands
(Source: Pixability Video Radar)

10. …And People Are Buying
 52% of consumers say that watching
product videos makes them more
confident in their online purchase
decisions.
Source: Internet Retailer
 4 in 10 shoppers visited a store online
or in-person as a direct result of
watching a video online
Source: ReelSEO
 1 in 3 apparel purchases are already
influenced by YouTube
Source: Compete

11. 5 Critical Success Factors for eCommerce
Success on YouTube
1. Have the Right Content Strategy
2. Use YouTube Ads and SEO
3. Optimize Your Channel for Conversions
4. Use Video on Your Site
5. Measure Your Success
11

12. 1. Have the Right Content Strategy
12

13. Where Videos Add Value
Creating Awareness
Generating Interest
Building Credibility
Removing Objections
Customer Service
Reduce Returns

14. Each Type of Video Has Its Place
Types of Videos:
Creating Awareness • Short-form commercials
• Image/brand videos
• Event videos
Generating Interest
• Explainer videos
• Product demos
Building Credibility
• How-to videos/Tutorials
• Testimonials/case
Removing Objections studies
• Customer videos
Customer Service • Step-by-step tutorials
Reduce Returns • FAQ videos

15. Finding Out What People Really Like
Pixability Video Radar lets users analyze an entire industry on YouTube

16. People Actually Like Longer Videos
Beauty Industry:
Majority of views is on
videos that are
longer than 3 minutes

17. How-To Content is Popular in Most Sectors

18. Good YouTube Content Can Reach a
Substantial Audience

19. 2. Use YouTube Ads and SEO
19

20. The Traditional TV Ad Model
1. Show a lot of ads to a lot of people.
2. Maximize Reach x Frequency.
3. Hope for the best.
?
Customer buys (maybe).

21. The Traditional Search Marketing Model
1. Get in front of
customers when
they’re ready to buy.
2. Hope that nobody
outbids you.
?
Customer buys (probably
on the cheapest site)

22. Online Video:
Paid, owned & earned media work together
Promoted
Video Ad
YouTube Ads YouTube Channel Social Sharing
Highly targeted, more A video channel Build a community around
cost effective than that you own and your video content
traditional media control fully
Website
Driving conversions through
highly qualified website
traffic

23. YouTube Advertising: How It Works
1. Select: 2. Place: 3. Call to Action:
Choose one or Put ads where Users can click through
several of your YouTube your target audience to your website for more
videos as ads. already is. information.
 Value for money: Charged per engaged video view, not per click or
impression
 Extremely flexible: Various cost per view (CPV) ranges available
depending on format and targeting

24. Ad Formats: Skippable Pre-Roll (in-stream)
Companion banner
Pre-roll video ad
(permanently displayed)
Charged only per view of the entire ad or of over 30 seconds, not by the
length of the ad and not by click.

25. Ad Formats: In-Search
Ad appears for
keywords that
users are
specifically
searching for.

26. Ad Formats: In-Display
Placed right next to a video in the same spot where related videos are
shown.

27. Some Tips for Successful YouTube Campaigns
1. Use a mix of different ad formats and different video
types
 Apply to different customer situations and different positions in the
sales funnel
2. Don’t always optimize for direct website clicks
 Sending viewers first to your YouTube channel and only then to
your site can result in better conversion rates
 Encourage people to subscribe to your channel
3. Make sure to target really well
 Better traffic quality
 Lower overall costs  Higher ROI
4. Test, test, test
 Results are frequently counterintuitive
 Very dynamic market environment requires frequent bid changes

28. SEO: YouTube is the 2nd largest search engine
 Very strong in how-to
content
 YouTube SEO follows
very different rules
than traditional SEO:
 “Watch time” is more
important than links,
making content and
channel optimization
crucial.
 Metadata has to be
highly optimized

29. 3. Optimize Your YouTube Channel
for Conversions
29

30. Help Users Find the Right Content
“InVideo Programming” Links and Annotations
Playlists
Custom Thumbnails

31. Think from the Consumer’s Point of View,
Not Your Corporate Perspective
 Where do I find videos about the
latest TVs on Best Buy’s channel?

32. Channel Layout:
Give Users Multiple Places to Click
Clickable Sidebar links
custom header

33. Tell Viewers Clearly Where They Can Go
for More Information
Dedicated URL
Direct links to websites

34. Conversion Links in Videos
Website links
in the video
Site link in the
description
text
“End card” at the
end of the video
with multiple links

35. Setting Up Direct Website Links in Videos
1. Enable Monetization for your channel
2. Verify that you own your website under Channel
Settings/Associated Website
3. Turn on “External Annotations” in Channel
Settings/Features
4. Add annotations with links to your videos

36. Summary: How To Get More Conversions
1. Make it easy to find the right content
 Viewers who like your content are much more likely to buy
2. Add multiple site links to your channel layout
 Sidebar
 Clickable header (for advertisers/partners only, and only for another
few months)
3. Add website links to your videos
 Activate external link annotations
 Add context-specific links
 Use end cards at the end of videos
4. Encourage people to subscribe to your channel
 Great way to build a relationship
 Benefits your YouTube SEO

37. 4. Using Video on Your Site
37

38. “Real Marketers Don’t Use a YouTube
Player on Their Website.” Oh, Really?

39. Player Customization Standard player
 The YouTube player is more
flexible than most people know.
 You can turn off almost all
unwanted elements.
 Do it by hand (complicated) or use
a tool like Pixability Caffeine. No title bar, hidden branding
All controls turned off

40. Best Practice: Use Videos on Every Product Page
 Increases conversion rates
 Benefits your YouTube SEO rankings

41. YouTube Videos Can Boost Your Google Rankings
 Google prioritizes
pages with YouTube
videos highly in
conventional search.
Pixability customer Vertx
beats Under Armour
and Amazon.
The difference: A YouTube
video on the product
page.

42. 5. Measure Your Success
42

43. Make Sure You Get The Right Data
1. Use Google Analytics
2. Put Google Adwords conversion codes on
your website
 Tracks YouTube results more accurately than Google
Analytics conversions
 Send purchase amount in the conversion code
3. Use a link shortener (bit.ly or similar) to track
clicks

44. What To Measure
1. Top-of-Funnel Metrics:
 Video views and watch time
 Ad views and cost per view
 Demographics
 Subscriber growth
2. Middle-of-Funnel Metrics:
 Click-through rates
 Viewer engagement on site (visit time, page views)
3. Bottom-of-Funnel Metrics:
 Sales directly attributable to YouTube clicks
 Multi-channel conversions

45. Conversion rates: YouTube is highly effective in
converting new prospects
Conversion Rates (Site visit to lead) by Traffic Source
8.0%
7.1% 7.2%
7.0%
6.1%
6.0%
5.0% 4.8%
4.0% 3.8%
3.0%
2.2%
2.0%
1.2%
1.0%
0.3%
0.1%
0.0%
SEO Search for brand Direct traffic Lead gen sites Local directories YouTube Social media Mobile ads Display ads
Traffic from users who already Traffic from users who just
know what they’re looking for. discovered the brand.
45

46. Optimize Costs Per Conversion, Not
Vanity Metrics Like Views
Organic Search
$36
$37 AFTER Pixability
YouTube
$67 BEFORE Pixability
Lead Gen Sites
$132
Local Directories
$150
Social Media
$430
$0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500
Cost per online lead

47. Analytics Tools
1. YouTube Analytics
 Viewer behavior, traffic sources
2. Google Adwords for Video
 Campaign performance
3. Google Analytics
 Detailed website visitor behavior
 Multi-channel attribution
4. Link shortener
 “Second opinion” for click-throughs
5. Proprietary analytics tools like
Pixability Caffeine
1. Integrated, simplified view
2. Off-site behavior, e.g. social sharing
3. Monitor competition

48. Now What? Making Analytics Actionable
Don’t stop at analysis, but define clear actions
 Produce better / more / different content
 Watch carefully what people like
 Invest in advertising and SEO
 Improve social media outreach
 Improve conversions
 Tell people what they should do next
 Make it easy to find more information/buy
 Make sure you track both direct, assisted conversions
48

49. 5 Critical Success Factors for eCommerce
Success on YouTube
1. Have the Right Content Strategy
2. Use YouTube Ads and SEO
3. Optimize Your Channel for Conversions
4. Use Video on Your Site
5. Measure Your Success
49

50. Questions?
Twitter: @pixability #pixtv28
webinar@pixability.com
50

51. Thank You!
www.pixability.com
888-PIX-VIDEO
888-749-8433