Your YouTube Strategy Is Boring. Let's Fix It!
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This was originally presented by Joe Martinez at Hero Conf Los Angeles.
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Your YouTube Strategy Is Boring. Let's Fix It!
- 1. Your YouTube Strategy Is Boring. Let’s Fix It! Joe Martinez Senior Manager, Paid Media & Community
- 2. Is This Your YouTube Targeting? @MilwaukeePPC Keyword Keyword Keyword Keyword Keyword Broad Topic Affinity Audience
- 3. @MilwaukeePPC Yeah…We Need to Change This
- 4. Hi. I’m Joe Martinez “2016 Top 5 Rising Star in PPC” – PPC Hero @MilwaukeePPC
- 5. What People Think of Milwaukee @MilwaukeePPC
- 9. @MilwaukeePPC We’re Also Pretty Good at PPC
- 10. @MilwaukeePPC Fun Joe Fact: Favorite Jedi Is Kit Fisto Image Courtesy of StarWars.com
- 11. What to Expect Why YouTube? Different targeting options How video ads impact the brand
- 13. @MilwaukeePPC Stop Assuming YouTube Isn’t for You
- 14. @MilwaukeePPC YouTube reaches over 1 Billion users. Almost one-third of all Internet users. Source: https://www.youtube.com/yt/press/statistics.html
- 15. @MilwaukeePPC YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the United States. Source: https://www.youtube.com/yt/press/statistics.html
- 16. @MilwaukeePPC More than half of YouTube views come from mobile devices. Source: https://www.youtube.com/yt/press/statistics.html
- 17. @MilwaukeePPC Don’t Know Where to Start?
- 18. Try the YouTube Director App @MilwaukeePPC youtube.com/yt/advertise/make-video-ads.html
- 19. Event Track Embedded Video Content @MilwaukeePPC http://bit.ly/2lVr1oo
- 20. View Video Events in Analytics @MilwaukeePPC
- 21. Use Other People’s Content to Your Advantage @MilwaukeePPC This isn’t my client’s video, but we have it on the blog.
- 22. Use Other People’s Content to Your Advantage @MilwaukeePPC Now we can see what types of videos our users like the most
- 25. Same as RLSA & Gmail Ads @MilwaukeePPC
- 26. Why Customer Match? @MilwaukeePPC NEVER Customer Match lists in AdWords never expire!
- 27. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content Demographics • Show users matching the age and gender of your email lists
- 28. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content In the Funnel • Branding • Trust (Why you?) • Value (Benefits)
- 29. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content Current Customers • Branding (Influencers) • App Downloads • New/Next Products
- 30. Let’s Say You Segment Your List By… @MilwaukeePPC Females, Ages 25-34
- 31. Does Your Video Ad Preview… @MilwaukeePPC
- 32. …and Content Match List Targets? @MilwaukeePPC
- 34. Nothing New – Specific Videos @MilwaukeePPC Yes, some of those videos are competitors’ videos
- 35. Nothing New – Specific Channels @MilwaukeePPC Yes, some of those channels are competitor channels
- 36. Random Thought on Placements @MilwaukeePPC How cool would it be to show your video and sell products on a competitor’s video or channel? SUPER COOL!
- 37. What You Should Try First – Actual Websites @MilwaukeePPC My website placement ad groups have seen an over 3,000% better view rate than any other video targeting.
- 38. Check Display Planner First @MilwaukeePPC YouTube lists all placements. Not just placements with video ad space. YouTube Display Planner ≠
- 39. Quote from Google on Placements @MilwaukeePPC “When you add Display Network placements, your ad may still run in all eligible locations on YouTube. And when you add YouTube placements, your ad may still run in all eligible locations across the Display Network.” Source: https://support.google.com/youtube/answer/2454017?hl=en
- 41. @MilwaukeePPC Pretend Client: Golf Club Company
- 42. What We Initially Have to Work With @MilwaukeePPC
- 43. Actual Google Quote @MilwaukeePPC “With custom affinity audiences, advertisers can create audiences that are more tailored to their brands, compared to our broad, TV-like affinity audiences.” https://support.google.com/adwords/answer/2497941?hl=en
- 44. Test Competitor Names & URLs @MilwaukeePPC
- 46. Test Industry Trade Shows, Events, Etc. @MilwaukeePPC
- 48. Check the Potential Cookies @MilwaukeePPC
- 49. Layering Is a Good Thing @MilwaukeePPC
- 51. @MilwaukeePPC More Options Than Video Users
- 52. @MilwaukeePPC • Females • Ages 35-44 • Have purchased from you within the past month • Visited from an iOS device If You Want to Remarket Videos to… …You Can Do It
- 58. Audiences from Event Tracking @MilwaukeePPC
- 59. Event Tracking Newsletter Signups? @MilwaukeePPC Show videos of perks for signing up to encourage future purchases
- 60. Users Leaving to Download Your App? @MilwaukeePPC Show them videos of app benefits & features
- 62. @MilwaukeePPC Risky Part About Similar Audiences Similar Audiences for AAudience A
- 63. @MilwaukeePPC Find What Works, Then Expand Reach Similar Audiences for AAudience A
- 65. Advanced Settings > Ad Delivery @MilwaukeePPC
- 66. @MilwaukeePPC Can I Bring Up the “Why YouTube” Again?
- 67. When You Focus on Branding… @MilwaukeePPC You may see brand interest grow
- 68. More Interest = More Brand Searches @MilwaukeePPC You know your brand campaigns convert the best!
- 69. @MilwaukeePPC Look at the Full Landscape
- 70. Embracing the Value of YouTube Ads @MilwaukeePPC “How is YouTube helping my PPC results?” “How is YouTube helping my overall business goals?”
- 71. Recap Your audience is on YouTube. Start specific. Then expand reach. Use “brand awareness” goals.
- 72. @MilwaukeePPC Your Handy Guide to YouTube Targeting granularmarketing.com/youtube-targeting- infographic
- 73. @MilwaukeePPC Here Are the Slides! granularmarketing.com/heroconf-2017
- 74. Thank you! Joe Martinez Senior Manager, Paid Media & Community