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Page 1: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections
Page 2: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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YouTube Advertising ................................................................................... 2

Section 1 - YouTube Ads 101 ..................................................................... 3

YouTube Ads Vs. TV Advertising ............................................................... 3

YouTube Ads Vs. Social Network Ads ...................................................... 4

YouTube Ads Vs. Newspaper Ads ............................................................. 4

YouTube Ads Vs. Local Directories ........................................................... 4

Video Advertising Myths ............................................................................. 4

Myth 1 – Video advertising is too expensive. ........................................ 5

Myth 2 – Videos are too difficult to create. ............................................ 5

Myth 3 – Views are hard to get on YouTube. ........................................ 5

Myth 4 – Your business is too small for video ads. .............................. 5

Section 2 – Creating Your Video ................................................................ 6

Make Your Video .......................................................................................... 7

Section 3 – Promote Your Videos .............................................................. 8

YouTube Trueview ....................................................................................... 8

AdWords for Video ....................................................................................... 9

Create Your Campaign ............................................................................... 9

Your Headline .......................................................................................... 10

Your URL .................................................................................................. 10

Your Targeting Options .......................................................................... 10

Page 3: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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YouTube Advertising

In this training, you will learn how to advertise on YouTube. The training consists

of three sections. In Section 1, I will introduce you to YouTube ads. In Section 2, I

will explain how to create the video that you’ll use for your ad, and in Section 3, I’ll

tell you how to promote your video.

Let’s begin with Section 1.

Page 4: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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Section 1 - YouTube Ads 101

YouTube ads can help your business. If you use YouTube, you can:

On top of that, YouTube makes it easy for people to share your videos.

In order to understand why YouTube is such a powerful advertising option, you

need to look at how it compares to some other advertising platforms.

YouTube Ads Vs. TV Advertising

It’s no secret that TV advertising is considered one of the best forms of advertising

available. What you may not realize is you actually have an advantage if you choose

YouTube over television ads. You can communicate in much of the same way, but

unlike TV ads, YouTube ads are available to watch any time. They are also much

more cost effective than TV ads are.

Reach a global audience Target the right customers Convey your message clearly and effectively Demonstrate your product or service Interact with your customers

Page 5: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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YouTube Ads Vs. Social Network Ads

Social network ads are also very popular. Once again, though, YouTube ads have

some advantages. First, videos can be easily shared by fans and customers.

Additionally, the ad can be shared on your social network pages and your website.

YouTube Ads Vs. Newspaper Ads

YouTube ads also beat out newspaper ads. First, it’s easier to target YouTube ads

than it is to target newspaper ads, and it’s also easier to share YouTube ads.

Finally, YouTube ads are typically cheaper than newspaper ads are.

YouTube Ads Vs. Local Directories

YouTube can act as an online directory, which means people can find you easily via

YouTube. The same isn’t true for the Yellow Pages or other offline directories.

Online directories are user friendly and far superior to offline directories.

Now let’s look at some video advertising myths.

Video Advertising Myths

Video advertising myths might be holding you back. With that in mind, I want to go

over some of the most popular myths and explain why they aren’t true.

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Myth 1 – Video advertising is too expensive.

Modern technology allows anyone to create videos at little or no cost, and ads can

cost less than a penny per view. On top of that, you can set a maximum budget to

avoid paying too much in ad expenses.

Myth 2 – Videos are too difficult to create.

This couldn’t be further from the truth. All you need is a cheap camera or a

smartphone and you can create a video. You can also create a video using screen

capture software like Camtasia. Once the video is created, it’s easy to run the ad on

YouTube.

Myth 3 – Views are hard to get on YouTube.

YouTube ads make it easy to find the right audience. A good ad will attract lots of

viewers, so you can get thousands of views.

Myth 4 – Your business is too small for video ads.

YouTube makes advertising affordable for just about any budget. All you have to do

is target your ads and you can get a lot of bang for your buck. Because of that,

businesses of all sizes can benefit from YouTube advertising.

Now that you know why video advertising is such a good option, it’s time to create

your first video. I’ll go over that in the next section.

Page 7: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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Section 2 – Creating Your Video

In this section, I’m going to explain how to create a video.

It’s important that you keep the process simple. You don’t need extremely high

quality videos. That being said, they do need to have a clear picture and clear

sound.

You also need to make videos with quality content. The content needs to be

engaging and informative.

In order for content to be engaging, you need to provide the right information. The

key is to know your audience and to create the kind of content they want. Check out

forums and review sites that attract your target market. Then, read what your

audience has to say.

You can also talk to your current customers in order to find out what they want.

Finally, read comments for your videos and other people’s videos on YouTube. Use

that information to determine what people want.

Page 8: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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Make Your Video

Once you know what your audience wants, you need to make your video. The first

thing you will need to do is introduce yourself. Help viewers get to know you and

your organization, and let people get to know the people who work with you.

As you do this, keep it personal. Use language that makes them feel like you are

speaking directly to the viewer.

Include testimonials in your video. Positive reviews will influence buyers. Social

proof goes a long way in helping marketers make sales.

You also want to demonstrate and inform your customers. You need to show your

customers exactly how your products or services work. Highlight the benefits.

Basically, treat the video like a cost effective infomercial.

Now let’s move on to the next section.

Page 9: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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Section 3 – Promote Your Videos

In this section, I’m going to talk about YouTube TrueView and Google AdWords.

You will use these tools to promote your videos.

YouTube Trueview

YouTube TrueView is a great way to target viewers with your ads. Basically, this

service lets users decide which ads they want to see, and you only have to pay when

someone chooses to watch your ad.

You can find out more about TrueView at

http://www.youtube.com/t/advertising_trueview.

Page 10: YouTube Advertising - s3.amazonaws.comAdvertising.pdf · YouTube Advertising In this training, you will learn how to advertise on YouTube. The training consists of three sections

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AdWords for Video

AdWords for Video is another great option. This allows you to use AdWords to

promote your video.

If you choose this option, it’s really easy to manage your video ads, and there is no

minimum amount you have to spend. You only pay for views, and you can look at

detailed reports for improving performance. On top of that, you can integrate it with

TrueView.

Now, let’s look at creating a campaign in AdWords.

Create Your Campaign

Go to adwords.google.com/video and sign in with a Google account or create a new

account. Then, you will need to select your time zone and your preferred currency.

Then, click “Sign In.”

At that point, you’ll be ready to create your campaign.

First, create your campaign name. It should be something that’s related to the

campaign.

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Then, define your budget. This refers to how much you are willing to spend per day.

Next, you need to choose the locations and languages you want to target.

Once you do that, you need to choose a video that you have already uploaded to

YouTube. Then, select the format. For instance, you can select “TrueView.”

Next, you will need to define your ad attributes. Pay special attention to the

headline, URL and targeting options.

Your Headline

You need to add a compelling headline. The right headline will get people to click

and watch the video. It should stand out to viewers and get their attention right

away.

Your URL

Don’t send people directly to an affiliate offer. Instead, send them to a landing page.

The landing page should have a link to the affiliate offer.

Your Targeting Options

You can target by demographic, topic and interest. This will help you get targeted

traffic. Try different targeting options so you can find out which ones work best for

your campaign.

Now you’re ready to advertise on YouTube. Create and upload your first video.

Then, use AdWords to promote it.

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