SMX East 2012 - YouTube Words CRO
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Seven super easy tips to boosting conversions from your YouTube advertising campaigns. Presentation from SMX East 2012, YouTube Words Panel.
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SMX East 2012 - YouTube Words CRO
- 4. Why YouTube Ads? • 2nd Most Visited Search Engine • #1 Video Destination on the Web • 2015 – 50% CPV Campaigns • Less Competition!
- 5. Biggest Myth: “YouTube is Only a Brand Building Tool.”
- 6. TrueView Ads
- 7. TRUEVIEW IN-SEARCH ADS • Viewer Experience Sees a video promoted among search results on YouTube or video.google.com • When Advertiser is Charged When viewer chooses to watch its ad
- 8. TRUEVIEW IN-DISPLAY ADS • Viewer Experience Sees video promoted against suggested videos on YouTube or related content across the Google Display Network • When Advertiser is Charged When viewer chooses to watch its ad
- 9. 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?
- 10. Step 1: Picking the Right Video • Length Matters
- 11. Check YouTube Insights Check where maximum drop-off happens and see how long viewers are engaged. Views Engagement Mobile
- 12. Add Related Videos Don’t be a One-Hit Wonder!
- 13. 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
- 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. Toot Your Own Horn! Even w/o Brand Channel, Do Customize! Share Info & Links Make it Compelling Shorter Attention Spans Push Visitors Down the Sales Funnel
- 17. The MVP for Conversion Rate Clear Calls to Action Free Banner Ad! Boosts Clicks & CR! Even if Video Doesn’t Engage - $0 CPC “Ad”
- 18. Specs
- 19. Channel Banner Examples: Pimsleur Approach Rosetta Stone
- 20. Non-Brand Channel Page Option:
- 21. Step 3: Selecting the Right Keywords Higher up the Sales Funnel
- 22. Step 3: Selecting the Right Keywords • Choose Broader Keywords and Shorter Phrases • CPV’s Cheaper than Average Search CPCs • Use the YouTube Keyword Tool
- 23. Step 4: Creating Effective Ads Think Like Paid Search:
- 24. Thumbnail Selection Helps with CTR:
- 25. Destination Page Play the Ad on Your Channel Page
- 27. How to Set Up Annotations 1. Add Annotation Button: 2. Choose Style: 3. Perfect and You’re Done!
- 28. Showcase CTA within the Video YouTube Links Clickable Use Vanity URLs Apply for External Annotations
- 29. Drive Clicks to Related Videos
- 30. Step 6: Building Trust Set Aside 20 Minutes Each Day for YouTube Community Management
- 31. Step 7: Optimization • Ad Copy • Thumbnail • Channel Banner • Annotations • Related Videos • Channel Page Design & Content • Landing Page • Video
- 32. Sample Optimization Plan Thumbnail Ad Copy Channel Banner Annotations Video Landing Page Channel Page Design
- 33. Final Thought…
- 34. • Follow me on Twitter @purnavirji • Add me on LinkedIn: www.linkedin.com/in/purnavirji • Read my article on Search Engine Watch: http://bit.ly/ONu9jB