YouTube: Driving Awareness, Traffic and Conversions

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Information about YouTube: Driving Awareness, Traffic and Conversions

Published on January 28, 2016

Author: searchhou

Source: slideshare.net

1. YouTube Search January 27, 2016

2. Before we get to search • YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any single cable network in the U.S. 2

3. Its demographics • YouTube is most popular among younger adults, blacks and Hispanics. »  82% of 18- to 29-year-olds used YouTube in 2015, compared with 34% of those 65 and older. »  2014 Pew Research Center 3

4. It’s social. • YouTube is the second-largest social networking site, behind Facebook. »  2014 Pew Research Center 4

5. Assumptions for Tonight •  You have optimized your channel » Keyword considered descriptions » Closed Captioning Transcript » Clear CTA •  Your account is linked to your analytics •  Not talking about monetization of channels 5

6. Inherent Challenges •  YouTube is a rabbit hole. 6

7. Identify Your Goals • Brand Awareness • Traffic Driving • Product Sales 7

8. Choose Your Network •  YouTube Search: Results for searches and will appear on the YouTube home page, channel pages, and video pages. •  YouTube Videos: This runs TrueView ads that can appear in- display ads or in-stream ads. With this option, you can choose for your video ad to appear before or around videos shown across the Google Display Network. 8

9. Ad Formats •  Display Ads »  Size: 300x250 or 300x60 pixels »  Lower cost ad format than TrueView »  Desktop and Laptop ONLY – no mobile •  Sample »  44,332 views of video »  Avg. CPV: $.036 9

10. Targeting for In-Display Ad 10

11. In Display Perk •  In-Display ads are NOT required to redirect to AdWords-compliant landing pages like In- Stream ads. •  Looking to drive YouTube traffic back to a video on your YouTube channel, in-display ads are your answer. 11

12. Overlay In-Stream Example •  Used Keyword List from AdWords account »  Ad Impressions: 6,504 »  Video Views: 1,120 »  CPV: $0.19 »  Conversion rate: 5.8% (click to website) »  CPC: $3.29 vs Avg. AdWords CPC $4.37 12 Desktop  and  Laptop   ONLY  –  no  mobile    

13. What Above Tells You About Content •  20% of your videos are covered by ads •  Supers and logos should take that in mind •  Get them to take action within 30 seconds 13

14. TrueView Video Ad Campaigns • With TrueView, you pay only: » if someone watches to the end if the ad is less than 30 seconds, » and if the ad is longer than 30 seconds, you pay if the person watches at least 30 seconds. 14

15. Most Common: In-Stream Skippable •  Skippable after 5 Seconds »  Only pay for engagement »  Avg CPV: $0.25 (it’s a commercial) 15

16. Content: You’ve Got 5 Seconds. • Viewers can skip your ad in the first 5 seconds! 16

17. Ad Content •  For in-display ads (feels like AdWords): » Titles are limited to 25 characters. » The description lines are limited to 35 characters each. • And similar rules apply » Punctuation » Vanity URLs » Clear CTA » Good words: Subscribe, Watch, Record a Video Response, or Comment 17

18. Sponsored Cards •  Introduced May 2015 •  Google Merchant Product Feed Integration 18

19. Targeting Options •  Demographics •  Interest Category Targeting •  Remarketing •  Placements •  Topics •  Keywords 19

20. Mix & Match 20

21. Don’t Forget Exclusions 21

22. Times of Day Also Valuable 22

23. Bidding •  Category matters •  Our default bids are set at $20 per day and 20 cents per view when launching new account in new category. 23

24. Identify Poor Performing Sites •  Video Targeting > Placements > Where ads were shown > Display network •  Add them to EXCLUSIONS list 24

25. YouTube Red is here. •  Launched October 2015 •  Ranked in top 10 apps on Apple store by November 30. •  YouTube Red allows fans to watch videos uninterrupted without ads, save them offline and play in the background while still supporting creators through their membership fee. 25

26. For Fun •  1st Video Uploaded »  http://pewinternet.tumblr.com/post/117168543869/behold- the-very-first-youtube-video-an 26

27. Q&A Michelle LeBlanc michelle@blueskymkt.com 27

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