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Joe Martinez — YouTube Advertising Bootcamp

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These slides were presented at the SEMrush webinar "How to Do YouTube Ads (Part II)". Video replay and transcript are available at https://www.semrush.com/webinars/youtube-advertising-how-to-do-part-2/

Veröffentlicht in: Marketing
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Joe Martinez — YouTube Advertising Bootcamp

  1. 1. @ClixMarketing #SEMrush@MilwaukeePPC You see this? This isn’t TrueView for Shopping.
  2. 2. @ClixMarketing #SEMrush YOU CAN’T JUST LAYER MERCHANT FEEDS ONTO YOUR ORGANIC VIDEOS @MilwaukeePPC
  3. 3. @ClixMarketing #SEMrush@MilwaukeePPC I Wanted to Watch Myself on YouTube
  4. 4. @ClixMarketing #SEMrush@MilwaukeePPC Still See Products While Suffering Through This Video
  5. 5. @ClixMarketing #SEMrush@MilwaukeePPC Your goal selection page may look like this.
  6. 6. @ClixMarketing #SEMrush@MilwaukeePPC Or it may look like this…
  7. 7. @ClixMarketing #SEMrush@MilwaukeePPC Now is the time to set the proper expectations. It says EXPLORE. Not buy.
  8. 8. @ClixMarketing #SEMrush@MilwaukeePPC TrueView for Shopping Campaigns Are… Video campaigns first Shopping campaigns second
  9. 9. @ClixMarketing #SEMrush@MilwaukeePPC Once You Pick a Campaign Goal, You’re Stuck with It Source: https://support.google.com/google-ads/answer/7450050?hl=en
  10. 10. @ClixMarketing #SEMrush@MilwaukeePPC Max. CPV Is the Only Bidding Option We Have No one’s complaining this time Google!
  11. 11. @ClixMarketing #SEMrush@MilwaukeePPC Products Are Selected at the Campaign Level
  12. 12. @ClixMarketing #SEMrush@MilwaukeePPC First Option We Have Is to Use All Products
  13. 13. @ClixMarketing #SEMrush@MilwaukeePPC All Products Work Really Well with Audiences Video ads with dynamic product remarketing
  14. 14. @ClixMarketing #SEMrush@MilwaukeePPC Second Product Filter Option Is to Choose Select Products
  15. 15. @ClixMarketing #SEMrush@MilwaukeePPC Search Your Feeds By Title, URL, or Product ID
  16. 16. @ClixMarketing #SEMrush@MilwaukeePPC You can only select a maximum of 10 products. Only 6 cards will show. Out of stock products can be included but won’t show until feed is updated.
  17. 17. @ClixMarketing #SEMrush@MilwaukeePPC
  18. 18. @ClixMarketing #SEMrush@MilwaukeePPC This video only showcases one product category.
  19. 19. @ClixMarketing #SEMrush@MilwaukeePPC Easy solution is to pick those exact products relating to the video content.
  20. 20. @ClixMarketing #SEMrush@MilwaukeePPC Next I Want to Build a Custom Intent Audience on Product Searches
  21. 21. @ClixMarketing #SEMrush@MilwaukeePPC Search Your Feeds By Title, URL, or Product ID
  22. 22. @ClixMarketing #SEMrush “Custom intent audiences can help you reach new customers on YouTube based on the terms they use to search for your products or services on Google.com.” Source: https://support.google.com/google-ads/answer/2497941?hl=en @MilwaukeePPC
  23. 23. @ClixMarketing #SEMrush@MilwaukeePPC Find Direct Video and Display Placements
  24. 24. @ClixMarketing #SEMrush@MilwaukeePPC Broaden Out Your Reach with Custom Affinity Audiences
  25. 25. @ClixMarketing #SEMrush IF MY DESIRED PRODUCT SELECTION STAYS THE SAME, I ONLY NEED TO CREATE ONE CAMPAIGN @MilwaukeePPC
  26. 26. @ClixMarketing #SEMrush@MilwaukeePPC Structure Ad Group Bids by Perceived Performance Adjust bids later on as the data comes through
  27. 27. @ClixMarketing #SEMrush@MilwaukeePPC Third Product Filter Option Is Custom Filters
  28. 28. @ClixMarketing #SEMrush@MilwaukeePPC Let’s Pretend You Have a Generic, Brand Video for the Holidays
  29. 29. @ClixMarketing #SEMrush@MilwaukeePPC How Can You Choose Just 10 Products?
  30. 30. @ClixMarketing #SEMrush@MilwaukeePPC Custom Filter’s Pull from Your Merchant Feed’s Labels
  31. 31. @ClixMarketing #SEMrush@MilwaukeePPC Use Custom Filters if Many Products Can Apply to a Video
  32. 32. @ClixMarketing #SEMrush YOU CAN ONLY SELECT ONE LABEL PER CAMPAIGN. BE CAREFUL IF THE SAME LABEL IS IN MULTIPLE COLUMNS. @MilwaukeePPC
  33. 33. @ClixMarketing #SEMrush@MilwaukeePPC Try and Use Labels to Push the Products Making Money
  34. 34. @ClixMarketing #SEMrush REFRESHING LABELS ALLOWS US TO UPDATE WHAT PRODUCTS WE’RE SHOWING BASED ON PERFORMANCE @MilwaukeePPC
  35. 35. @ClixMarketing #SEMrush@MilwaukeePPC Pair Your Money-Driving Labels with Analytics Audiences Promote a video pushing your best products to people who you know like to spend money on your site.
  36. 36. @ClixMarketing #SEMrush@MilwaukeePPC Remember. Products Are Chosen at the Campaign Level And yet again, adjust the bids later on as the data comes through
  37. 37. @ClixMarketing #SEMrush PAY CLOSE ATTENTION TO PLACEMENTS @MilwaukeePPC
  38. 38. @ClixMarketing #SEMrush@MilwaukeePPC Remember When I Talked About TV Devices Last Time?
  39. 39. @ClixMarketing #SEMrush@MilwaukeePPC
  40. 40. @ClixMarketing #SEMrush@MilwaukeePPC
  41. 41. @ClixMarketing #SEMrush WHAT IS MISSING FROM THESE IN-STREAM ADS ON TV SCREENS? @MilwaukeePPC SHOPPING CARDS
  42. 42. @ClixMarketing #SEMrush THE IMPACT OF YOUTUBE GOES BEYOND WHAT WE CAN SEE IN OUR CHANNELS @MilwaukeePPC
  43. 43. @ClixMarketing #SEMrush@MilwaukeePPC Embrace the Engagement Everything you see can be created as an audience for next-step remarketing strategies
  44. 44. @ClixMarketing #SEMrush@MilwaukeePPC Create Audiences from Just Your TrueView for Shopping Ads
  45. 45. @ClixMarketing #SEMrush@MilwaukeePPC Add Observation Audiences to Every Search Campaign
  46. 46. @ClixMarketing #SEMrush@MilwaukeePPC Partially Prove How TrueView for Shopping Impacted Search *Must have at least 1,000 users to be eligible for RLSA*

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