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.
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
5. Pixability
We solve YouTube for marketers and agencies
Advertising Content Marketing
Solutions Solutions
Drive targeted traffic quickly Build a long-term audience
On
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
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
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.
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
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
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.
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
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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
-correct the box -YouTube is a unique ecosystemItallows for marketers to do precise targetingIt allows you to use your paid media spend to very deliberately increase the organic part of a brand’s video strategy.Promoted views fuel your earned media views by making these videos rank higher under ‘recommended videos’Those views drive more viewers to your channel, thereby increasing your views even more