youtube advertising - carie otto

YouTube Advertising

Carie OttoThree Deep Marketing

January 29, 2014

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Why Invest in Paid Advertising on YouTube?

It’s a search engine GIANT• 2nd largest search engine behind Google• Bigger than Bing, Yahoo, Ask & AOL combined

There’s a LOT of content there• 100 hours of video uploaded every minute• Capitalize!

1 BILLION unique monthly visitors• Searching 3 billion times per month

Are you there when people search for you?

http://socialbarrel.seermarketingpty.netdna-cdn.com/wp-content/uploads/2013/08/youtube-second-largest-search-engine.jpg

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Convinced? I thought so!

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Step 1: Accounts

Create a YouTube account• Add videos using SEO best practices

Create a Google AdWords account: adwords.google.com• This is where you will run your YouTube ads• Adwords.google.com

Link the two

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Uh Oh, No Videos Yet?

www.disbroads.com

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It’s okay. You don’t need a superbowl ad.

Informational• Discuss your product or

service features & benefits

How-to Videos• Show users your product(s)

or service(s) in action

Success Stories• A real, first-person account

that isn’t done in the brand’s voice is authentic

Commercial• Just as you’d broadcast on

traditional media

http://www.huffingtonpost.com/news/super-bowl-commercials/

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Step 2: Campaign Set-Up

Settings:• Location• Budget• Language• Schedule• Devices• Additional advanced settings

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Step 3: Ads

Once you have created an online video campaign, you’re ready to start creating the ads.

1. Select a video from your linked YouTube account2. Write copy for the ad – much like for an AdWords paid

search ad – and select an image:

3. Choose which True View formats and which networks (YouTube vs. GDN) you’ll opt-in to.

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TrueView Ad Formats

http://www.blastmedia.com/blog/wp-content/uploads/2012/07/TrueView4ways.png

Bonus: CTA & in-stream ads can drive site

visits

Call-To-Action Overlay

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Step 3: Targeting

People Watching Content

Demographic:• Age• Gender

TopicsInterestsPlacementsRemarketing ListsContent Keywords• Function as “ad group

theme” keywords – much like GDN

Search

Search Keywords• Much like AdWords

search• Each keyword is unique

Negative Keywords

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Targeting: In Action

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Step 4: Bids

Set bids highest for in-search• These people are actively trying to find you/your solution• Highest engagement rates• Lowest volume

Set bids for in-display a little lower than search• People are watching content similar to your own. They may stumble

upon you and choose to watch your video• Engagement not as high as search• Drives more volume than search

If in-stream is used, bids should be quite low• Your video starts playing before people know what hit ‘em• Most commercial-like• Least engagement with the ads

As you gather data, increase or decrease bids at the targeting group or keyword level to drive more results.

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Blast off!

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Client Example: Acorn TV

Goal: Gain additional visibility for Foyle’s War re-launch, broadcast on Acorn TV (video watches, impressions)Secondary Goal: Drive Visitors to Foyle’s War Fan Page through CTA overlays

Results: Measurable in YouTube Advertising platform and YouTube analytics• 3 million+ impressions• 7,000+ video views• 200 fan page visits – CTA overlays continue to run post-$

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QUESTIONS?

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THANK YOU!

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Carie OttoThree Deep Marketing

180 E. 5th Street, Suite 910 | Saint Paul, MN 55101

Office: 651-789-7701 | Direct: 651-789-7751