Optimizing YouTube Campaigns to Push More Sales

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Information about Optimizing YouTube Campaigns to Push More Sales

Published on February 1, 2019

Author: JosephMartinez44

Source: slideshare.net

1. #SMX @MilwaukeePPC Optimizing YouTube Campaigns to Push More Sales “YouTube Ads Don’t Work.” Not True. You Just Have to Know All the Details.

2. #SMX @MilwaukeePPC BEFORE WE HAVE SUCCESS WITH YOUTUBE ADS...

3. #SMX @MilwaukeePPC …OUR EXPECTATIONS HAVE TO BE REALISTIC

4. #SMX @MilwaukeePPC “I tried YouTube Ads. They don’t work.”

5. #SMX @MilwaukeePPC HOW WERE YOU TARGETING YOUR VIDEO?

6. #SMX @MilwaukeePPC “I was using the basic keywords and topics options.”

7. #SMX @MilwaukeePPC DO YOU KNOW WHO’S ACTUALLY SEEING YOUR VIDEO ADS?

8. #SMX @MilwaukeePPC “No.”

9. #SMX @MilwaukeePPC ARE YOU ENCOURAGING USERS TO TAKE ACTION?

10. #SMX @MilwaukeePPC “I don’t know.” Don’t be like her… Ever…

11. #SMX @MilwaukeePPC IF YOU STILL THINK YOUR TARGETING IS CORRECT… …YOU REALLY HAVE TO PAY ATTENTION TO ALL THE FINE PRINT

12. #SMX @MilwaukeePPC MAKING THE BEST TARGETING OPTIONS EVEN BETTER

13. #SMX @MilwaukeePPC NEVER START WITH BASIC KEYWORDS OR TOPICS

14. #SMX @MilwaukeePPC USE CUSTOM INTENT AUDIENCES FIRST

15. #SMX @MilwaukeePPC “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

16. #SMX @MilwaukeePPC Start with Converting Search Queries *Then try converting keywords. Yes, they are two different targets.*

17. #SMX @MilwaukeePPC Localized Terms (Might Not Apply to Every Account)

18. #SMX @MilwaukeePPC Top Selling Products in Google Analytics

19. #SMX @MilwaukeePPC Site Search Queries

20. #SMX @MilwaukeePPC Video Campaign Structure for Custom Intent Audiences *This could differ for TrueView for Shopping campaigns – More to come*

21. #SMX @MilwaukeePPC PLACEMENTS STILL WORK WELL FOR YOUTUBE ADS

22. #SMX @MilwaukeePPC BUT LET’S MAKE SURE WE REALLY UNDERSTAND HOW PLACEMENTS WORK FOR YOUTUBE

23. #SMX @MilwaukeePPC A common misconception is video ads from Google can only be shown on YouTube.

24. #SMX @MilwaukeePPC You Can Search for Display Network Placements Remember results will show all Display Network placements. Not just URLs with only video ad space.

25. #SMX @MilwaukeePPC YouTube Placement Targeting Isn’t Always Exact Source: https://support.google.com/youtube/answer/2454017?hl=e

26. #SMX @MilwaukeePPC

27. #SMX @MilwaukeePPC “Google killed off Display Planner. We can’t see which sites have video ad space. What should I do, Joe?”

28. #SMX @MilwaukeePPC The Not-Ideal Way to Find Display Placements to Try Review current placement performance from other YouTube campaigns in Google Ads.

29. #SMX @MilwaukeePPC And while we’re reviewing where our ads were actually shown…

30. #SMX @MilwaukeePPC This Is VERY Common People give their phones and tablets to their kids. And you’re wasting money.

31. #SMX @MilwaukeePPC Get the list on the Clix Marketing Blog - bit.ly/no-more-kids-channels Sorry Timmy. No more of my ads for you! I created a list of over 1,000 kids channels for you to exclude from your video campaigns.

32. #SMX @MilwaukeePPC KEEP AN EYE ON ALL OF YOUR DEVICES TOO

33. #SMX @MilwaukeePPC TV Screen Device Category Launched in October 2018 Source: https://support.google.com/google-ads/answer/9163453?hl=en

34. #SMX @MilwaukeePPC You Can Review TV Screen Performance In the Devices Report But the Devices report doesn’t give us all of the good columns for video campaigns

35. #SMX @MilwaukeePPC Now we can get better data, but we can’t make bid adjustments. You Can Segment by Device in the Campaigns View

36. #SMX @MilwaukeePPC YouTube Studio Has Decent Insights Too, But Only for All Videos

37. #SMX @MilwaukeePPC TV SCREENS MAY NOT DRIVE A LOT OF TRAFFIC NOW, BUT WE SHOULD STILL MONITOR THE PERFORMANCE

38. #SMX @MilwaukeePPC NOW LET’S ENCOURAGE OUR VIEWERS TO TAKE ACTION

39. #SMX @MilwaukeePPC TRUEVIEW FOR SHOPPING

40. #SMX @MilwaukeePPC Your Products Will Appear Alongside the Video Ad…

41. #SMX @MilwaukeePPC …And Stay Up After the Ad Is Skipped or Completed

42. #SMX @MilwaukeePPC Make Sure You Have the Proper Expectations!

43. #SMX @MilwaukeePPC Products Are Selected at the Campaign Level

44. #SMX @MilwaukeePPC You can only select a maximum of 10 products. Out of stock products can be included but won’t show until feed is updated. Only 6 cards will show.

45. #SMX @MilwaukeePPC Custom Filters Now Only Pull from Merchant Center Feed Labels

46. #SMX @MilwaukeePPC BESIDES CATEGORIZATION, IMPLEMENT LABELS THAT ACTUALLY HELP THE BUSINESS

47. #SMX @MilwaukeePPC Review Your Labels. Are They Focused on Business Goals? How about we start using labels that actually help make us money?

48. #SMX @MilwaukeePPC Structuring the Campaigns for Custom Filters 1st highest CPV bid 2nd highest CPV bid 3rd highest CPV bid 4th highest CPV bid 5th highest CPV bid Lowest CPV bid

49. #SMX @MilwaukeePPC AND TO SAVE TIME WE CAN EASILY CREATE THESE CAMPAIGNS IN EDITOR RIGHT?

50. #SMX @MilwaukeePPC

51. #SMX @MilwaukeePPC YOU CAN’T CREATE OR EDIT TRUEVIEW FOR SHOPPING CAMPAIGNS IN ADWORDS EDITOR

52. #SMX @MilwaukeePPC

53. #SMX @MilwaukeePPC “But what about all of the B2B people out there?!”

54. #SMX @MilwaukeePPC CALL-TO-ACTION EXTENSIONS

55. #SMX @MilwaukeePPC CTA extension appears while the TrueView In-Stream ad is playing

56. #SMX @MilwaukeePPC The extension stays visible after the ad is completed or skipped.

57. #SMX @MilwaukeePPC WHY ARE THESE IMPORTANT?

58. #SMX @MilwaukeePPC Call-to-Action Overlays Are Going Away! Source: https://support.google.com/google-ads/answer/9206810?hl=en “We will sunset the YouTube call-to-action overlay in January 2019.”

59. #SMX @MilwaukeePPC WE CAN JUST SWAP OUT THE OVERLAY WITH THE NEW EXTENSION RIGHT?

60. #SMX @MilwaukeePPC

61. #SMX @MilwaukeePPC In order to use the new CTA extension, your YouTube campaigns must have the Leads or Website Traffic campaign goals. There is no other way around this.

62. #SMX @MilwaukeePPC

63. #SMX @MilwaukeePPC BUT THAT’S NO BIG DEAL. I’LL JUST UPDATE MY CAMPAIGN GOAL

64. #SMX @MilwaukeePPC DON’T THINK SO!

65. #SMX @MilwaukeePPC Once You Pick a Campaign Goal, You’re Stuck With It! Source: https://support.google.com/google-ads/answer/7450050?hl=en

66. #SMX @MilwaukeePPC OH, I’M NOT DONE YET

67. #SMX @MilwaukeePPC The only bidding option we have for the Leads or Website Traffic campaign goal is Target CPA. More Information on Bidding Options for Each YouTube Campaign Goal bit.ly/youtube-bid-options

68. #SMX @MilwaukeePPC

69. #SMX @MilwaukeePPC MEASURING THE VALUE OF YOUTUBE ADVERTISING BEYOND CONVERSIONS

70. #SMX @MilwaukeePPC Direct conversions and revenue are the icing on the cake, but they don’t show the whole picture.

71. #SMX @MilwaukeePPC We Should Be Looking at View and Earned Metrics

72. #SMX @MilwaukeePPC Create Audiences from Video Views from Ads • View any video (as an ad) from a channel • Viewed certain videos as ads

73. #SMX @MilwaukeePPC Add “Observation” Audience to All Search Campaigns

74. #SMX @MilwaukeePPC See How Your YouTube Ads Impacted Search *Must have at least 1,000 users every 30 days to be eligible for RLSA*

75. #SMX @MilwaukeePPC Share these #SMXInsights on your social channels! #SMXInsights  The basic targeting options in YouTube are just okay. Create your own custom audiences to go after.  Make sure you know exactly where your YouTube ads are being shown.  After your targeting is set, drive action by encouraging users to visit your site.  Monitor the performance of your YouTube ads beyond direct conversions.

76. #SMX @MilwaukeePPC “Hooray! Now I see the value of YouTube campaigns!”

77. #SMX @MilwaukeePPC - PPC Hero

78. #SMX @MilwaukeePPC linkedin.com/in/joemartinezppc/ @MilwaukeePPC joe@clixmarketing.com linkedin.com/in/michellemsem/ @michellemsem michelle@clixmarketing.com Joe Martinez Michelle Morgan

79. #SMX @MilwaukeePPC LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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