At the MnSearch Snippet #11 event held at Spyder Trap in Minneapolis, MN on January 29, 2014, Carie Otto presented her slidedeck "YouTube Advertising."

1. YouTube Advertising
Carie Otto
Three Deep Marketing
January 29, 2014

2. Confidential and Proprietary Information
Why Invest in Paid Advertising onYouTube?
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?
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http://socialbarrel.seermarketingpty.netdna-cdn.com/wp-content/uploads/2013/08/youtube-second-largest-search-engine.jpg

3. Confidential and Proprietary Information
Convinced? I thought so!

4. Confidential and Proprietary Information
Step 1: Accounts
Create aYouTube account
• Add videos using SEO best practices
Create a GoogleAdWords account: adwords.google.com
• This is where you will run yourYouTube ads
• Adwords.google.com
Link the two
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5. Confidential and Proprietary Information
Uh Oh, NoVideosYet?
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www.disbroads.com

6. Confidential and Proprietary Information
It’s okay.You don’t need a superbowl ad.
Informational
• Discuss your product or
service features & benefits
How-toVideos
• 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
6 http://www.huffingtonpost.com/news/super-bowl-commercials/

7. Confidential and Proprietary Information
Step 2: Campaign Set-Up
Settings:
• Location
• Budget
• Language
• Schedule
• Devices
• Additional advanced settings
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8. Confidential and Proprietary Information
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 linkedYouTube account
2. Write copy for the ad – much like for anAdWords paid search ad – and
select an image:
3. Choose whichTrueView formats and which networks (YouTube vs. GDN)
you’ll opt-in to.
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9. Confidential and Proprietary Information
TrueView Ad Formats
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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

10. Confidential and Proprietary Information
Step 3:Targeting
PeopleWatching Content
Demographic:
• Age
• Gender
Topics
Interests
Placements
Remarketing Lists
Content Keywords
• Function as “ad group
theme” keywords – much like
GDN
Search
Search Keywords
• Much likeAdWords search
• Each keyword is unique
Negative Keywords
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11. Confidential and Proprietary Information
Targeting: In Action
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12. Confidential and Proprietary Information
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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13. Confidential and Proprietary Information
Blast off!
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14. Confidential and Proprietary Information
Client Example: AcornTV
Goal: Gain additional visibility for Foyle’sWar re-launch, broadcast on
AcornTV (video watches, impressions)
Secondary Goal: DriveVisitors to Foyle’sWar Fan Page through CTA
overlays
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Results: Measurable inYouTube Advertising platform andYouTube
analytics
• 3 million+ impressions
• 7,000+ video views
• 200 fan page visits – CTA overlays continue to run post-$

15. Confidential and Proprietary Information
QUESTIONS?
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16. Confidential and Proprietary Information
THANKYOU!
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Carie Otto
Three Deep Marketing
180 E. 5th Street, Suite 910 | Saint Paul, MN 55101
Office: 651-789-7701 | Direct: 651-789-7751