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Your YouTube Strategy Is Boring.
Let’s Fix It!
Joe Martinez
Senior Manager, Paid Media & Community
Is This Your YouTube Targeting?
@MilwaukeePPC
Keyword
Keyword
Keyword
Keyword
Keyword
Broad Topic
Affinity Audience
@MilwaukeePPC
Yeah…We Need to Change This
Hi. I’m Joe Martinez
“2016 Top 5 Rising Star in PPC”
– PPC Hero
@MilwaukeePPC
What People Think of Milwaukee
@MilwaukeePPC
Some…
@MilwaukeePPC
…assumptions…
@MilwaukeePPC
…are true.
@MilwaukeePPC
@MilwaukeePPC
We’re Also Pretty Good at PPC
@MilwaukeePPC
Fun Joe Fact: Favorite Jedi Is Kit Fisto
Image Courtesy of StarWars.com
What to Expect
Why YouTube?
Different targeting options
How video ads impact the brand
@MilwaukeePPC
Why Advertise
on YouTube?
@MilwaukeePPC
Stop Assuming YouTube Isn’t for You
@MilwaukeePPC
YouTube reaches over 1
Billion users.
Almost one-third of all
Internet users.
Source: https://www.youtube.co...
@MilwaukeePPC
YouTube reaches more
18-34 and 18-49 year-olds
than any cable network in
the United States.
Source: https://...
@MilwaukeePPC
More than half of
YouTube views come
from mobile devices.
Source: https://www.youtube.com/yt/press/statistic...
@MilwaukeePPC
Don’t Know
Where to
Start?
Try the YouTube Director App
@MilwaukeePPC
youtube.com/yt/advertise/make-video-ads.html
Event Track Embedded Video Content
@MilwaukeePPC
http://bit.ly/2lVr1oo
View Video Events in Analytics
@MilwaukeePPC
Use Other People’s Content to Your Advantage
@MilwaukeePPC
This isn’t
my client’s
video, but
we have it
on the blog.
Use Other People’s Content to Your Advantage
@MilwaukeePPC
Now we can
see what
types of
videos our
users like
the most
@MilwaukeePPC
Let’s Shoot
for Better
Targeting
@MilwaukeePPC
Customer
Match
Same as RLSA & Gmail Ads
@MilwaukeePPC
Why Customer Match?
@MilwaukeePPC
NEVER
Customer
Match lists in
AdWords
never expire!
Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
Demographics
• Show users
matching the age
and gen...
Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
In the Funnel
• Branding
• Trust (Why you?)
• Valu...
Have Segmented Customer Lists?
@MilwaukeePPC
List Segment Video Content
Current
Customers
• Branding
(Influencers)
• App D...
Let’s Say You Segment Your List By…
@MilwaukeePPC
Females,
Ages 25-34
Does Your Video Ad Preview…
@MilwaukeePPC
…and Content Match List Targets?
@MilwaukeePPC
@MilwaukeePPC
Direct
Placements
Nothing New – Specific Videos
@MilwaukeePPC
Yes, some of
those videos
are competitors’
videos
Nothing New – Specific Channels
@MilwaukeePPC
Yes, some of
those
channels are
competitor
channels
Random Thought on Placements
@MilwaukeePPC
How cool would it
be to show your
video and sell
products on a
competitor’s vid...
What You Should Try First – Actual Websites
@MilwaukeePPC
My website
placement ad
groups have
seen an over
3,000% better
v...
Check Display Planner First
@MilwaukeePPC
YouTube
lists all
placements.
Not just
placements
with video
ad space.
YouTube D...
Quote from Google on Placements
@MilwaukeePPC
“When you add Display Network placements,
your ad may still run in all eligi...
@MilwaukeePPC
Custom
Affinity
Audiences
@MilwaukeePPC
Pretend Client: Golf Club Company
What We Initially Have to Work With
@MilwaukeePPC
Actual Google Quote
@MilwaukeePPC
“With custom affinity audiences, advertisers can create
audiences that are more tailored...
Test Competitor Names & URLs
@MilwaukeePPC
Test Industry Publications
@MilwaukeePPC
Test Industry Trade Shows, Events, Etc.
@MilwaukeePPC
Test Appropriate Behaviors
@MilwaukeePPC
Check the Potential Cookies
@MilwaukeePPC
Layering Is a Good Thing
@MilwaukeePPC
@MilwaukeePPC
Better
Remarketing
Audiences
@MilwaukeePPC
More Options Than Video Users
@MilwaukeePPC
• Females
• Ages 35-44
• Have purchased from you
within the past month
• Visited from an iOS device
If You W...
Google Analytics Audiences
@MilwaukeePPC
Technology Audiences
@MilwaukeePPC
Behavior Audiences
@MilwaukeePPC
Traffic Sources Audiences
@MilwaukeePPC
Enhanced Ecommerce Audiences
@MilwaukeePPC
Audiences from Event Tracking
@MilwaukeePPC
Event Tracking Newsletter Signups?
@MilwaukeePPC
Show videos of perks
for signing up to
encourage future
purchases
Users Leaving to Download Your App?
@MilwaukeePPC
Show them videos of
app benefits &
features
@MilwaukeePPC
Similar
Audiences
@MilwaukeePPC
Risky Part About Similar Audiences
Similar Audiences for AAudience A
@MilwaukeePPC
Find What Works, Then Expand Reach
Similar Audiences for AAudience A
@MilwaukeePPC
Don’t Forget
About Content
Exclusions
Advanced Settings > Ad Delivery
@MilwaukeePPC
@MilwaukeePPC
Can I Bring Up the
“Why YouTube”
Again?
When You Focus on Branding…
@MilwaukeePPC
You may see brand interest grow
More Interest = More Brand Searches
@MilwaukeePPC
You know your brand campaigns convert the best!
@MilwaukeePPC
Look at the Full Landscape
Embracing the Value of YouTube Ads
@MilwaukeePPC
“How is YouTube helping
my PPC results?”
“How is YouTube helping my
overa...
Recap
Your audience is on YouTube.
Start specific. Then expand reach.
Use “brand awareness” goals.
@MilwaukeePPC
Your Handy Guide to YouTube Targeting
granularmarketing.com/youtube-targeting-infographic
@MilwaukeePPC
Here Are the Slides!
granularmarketing.com/heroconf-2017
Thank you!
Joe Martinez
Senior Manager, Paid Media & Community
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Your YouTube Strategy Is Boring. Let's Fix It!

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My slides from HeroConf 2017. Originally presented live on 4/19/17 at JW Marriott L.A. Live in Los Angeles, CA.

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Your YouTube Strategy Is Boring. Let's Fix It!

  1. 1. Your YouTube Strategy Is Boring. Let’s Fix It! Joe Martinez Senior Manager, Paid Media & Community
  2. 2. Is This Your YouTube Targeting? @MilwaukeePPC Keyword Keyword Keyword Keyword Keyword Broad Topic Affinity Audience
  3. 3. @MilwaukeePPC Yeah…We Need to Change This
  4. 4. Hi. I’m Joe Martinez “2016 Top 5 Rising Star in PPC” – PPC Hero @MilwaukeePPC
  5. 5. What People Think of Milwaukee @MilwaukeePPC
  6. 6. Some… @MilwaukeePPC
  7. 7. …assumptions… @MilwaukeePPC
  8. 8. …are true. @MilwaukeePPC
  9. 9. @MilwaukeePPC We’re Also Pretty Good at PPC
  10. 10. @MilwaukeePPC Fun Joe Fact: Favorite Jedi Is Kit Fisto Image Courtesy of StarWars.com
  11. 11. What to Expect Why YouTube? Different targeting options How video ads impact the brand
  12. 12. @MilwaukeePPC Why Advertise on YouTube?
  13. 13. @MilwaukeePPC Stop Assuming YouTube Isn’t for You
  14. 14. @MilwaukeePPC YouTube reaches over 1 Billion users. Almost one-third of all Internet users. Source: https://www.youtube.com/yt/press/statistics.html
  15. 15. @MilwaukeePPC YouTube reaches more 18-34 and 18-49 year-olds than any cable network in the United States. Source: https://www.youtube.com/yt/press/statistics.html
  16. 16. @MilwaukeePPC More than half of YouTube views come from mobile devices. Source: https://www.youtube.com/yt/press/statistics.html
  17. 17. @MilwaukeePPC Don’t Know Where to Start?
  18. 18. Try the YouTube Director App @MilwaukeePPC youtube.com/yt/advertise/make-video-ads.html
  19. 19. Event Track Embedded Video Content @MilwaukeePPC http://bit.ly/2lVr1oo
  20. 20. View Video Events in Analytics @MilwaukeePPC
  21. 21. Use Other People’s Content to Your Advantage @MilwaukeePPC This isn’t my client’s video, but we have it on the blog.
  22. 22. Use Other People’s Content to Your Advantage @MilwaukeePPC Now we can see what types of videos our users like the most
  23. 23. @MilwaukeePPC Let’s Shoot for Better Targeting
  24. 24. @MilwaukeePPC Customer Match
  25. 25. Same as RLSA & Gmail Ads @MilwaukeePPC
  26. 26. Why Customer Match? @MilwaukeePPC NEVER Customer Match lists in AdWords never expire!
  27. 27. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content Demographics • Show users matching the age and gender of your email lists
  28. 28. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content In the Funnel • Branding • Trust (Why you?) • Value (Benefits)
  29. 29. Have Segmented Customer Lists? @MilwaukeePPC List Segment Video Content Current Customers • Branding (Influencers) • App Downloads • New/Next Products
  30. 30. Let’s Say You Segment Your List By… @MilwaukeePPC Females, Ages 25-34
  31. 31. Does Your Video Ad Preview… @MilwaukeePPC
  32. 32. …and Content Match List Targets? @MilwaukeePPC
  33. 33. @MilwaukeePPC Direct Placements
  34. 34. Nothing New – Specific Videos @MilwaukeePPC Yes, some of those videos are competitors’ videos
  35. 35. Nothing New – Specific Channels @MilwaukeePPC Yes, some of those channels are competitor channels
  36. 36. Random Thought on Placements @MilwaukeePPC How cool would it be to show your video and sell products on a competitor’s video or channel? SUPER COOL!
  37. 37. What You Should Try First – Actual Websites @MilwaukeePPC My website placement ad groups have seen an over 3,000% better view rate than any other video targeting.
  38. 38. Check Display Planner First @MilwaukeePPC YouTube lists all placements. Not just placements with video ad space. YouTube Display Planner ≠
  39. 39. Quote from Google on Placements @MilwaukeePPC “When you add Display Network placements, your ad may still run in all eligible locations on YouTube. And when you add YouTube placements, your ad may still run in all eligible locations across the Display Network.” Source: https://support.google.com/youtube/answer/2454017?hl=en
  40. 40. @MilwaukeePPC Custom Affinity Audiences
  41. 41. @MilwaukeePPC Pretend Client: Golf Club Company
  42. 42. What We Initially Have to Work With @MilwaukeePPC
  43. 43. Actual Google Quote @MilwaukeePPC “With custom affinity audiences, advertisers can create audiences that are more tailored to their brands, compared to our broad, TV-like affinity audiences.” https://support.google.com/adwords/answer/2497941?hl=en
  44. 44. Test Competitor Names & URLs @MilwaukeePPC
  45. 45. Test Industry Publications @MilwaukeePPC
  46. 46. Test Industry Trade Shows, Events, Etc. @MilwaukeePPC
  47. 47. Test Appropriate Behaviors @MilwaukeePPC
  48. 48. Check the Potential Cookies @MilwaukeePPC
  49. 49. Layering Is a Good Thing @MilwaukeePPC
  50. 50. @MilwaukeePPC Better Remarketing Audiences
  51. 51. @MilwaukeePPC More Options Than Video Users
  52. 52. @MilwaukeePPC • Females • Ages 35-44 • Have purchased from you within the past month • Visited from an iOS device If You Want to Remarket Videos to… …You Can Do It
  53. 53. Google Analytics Audiences @MilwaukeePPC
  54. 54. Technology Audiences @MilwaukeePPC
  55. 55. Behavior Audiences @MilwaukeePPC
  56. 56. Traffic Sources Audiences @MilwaukeePPC
  57. 57. Enhanced Ecommerce Audiences @MilwaukeePPC
  58. 58. Audiences from Event Tracking @MilwaukeePPC
  59. 59. Event Tracking Newsletter Signups? @MilwaukeePPC Show videos of perks for signing up to encourage future purchases
  60. 60. Users Leaving to Download Your App? @MilwaukeePPC Show them videos of app benefits & features
  61. 61. @MilwaukeePPC Similar Audiences
  62. 62. @MilwaukeePPC Risky Part About Similar Audiences Similar Audiences for AAudience A
  63. 63. @MilwaukeePPC Find What Works, Then Expand Reach Similar Audiences for AAudience A
  64. 64. @MilwaukeePPC Don’t Forget About Content Exclusions
  65. 65. Advanced Settings > Ad Delivery @MilwaukeePPC
  66. 66. @MilwaukeePPC Can I Bring Up the “Why YouTube” Again?
  67. 67. When You Focus on Branding… @MilwaukeePPC You may see brand interest grow
  68. 68. More Interest = More Brand Searches @MilwaukeePPC You know your brand campaigns convert the best!
  69. 69. @MilwaukeePPC Look at the Full Landscape
  70. 70. Embracing the Value of YouTube Ads @MilwaukeePPC “How is YouTube helping my PPC results?” “How is YouTube helping my overall business goals?”
  71. 71. Recap Your audience is on YouTube. Start specific. Then expand reach. Use “brand awareness” goals.
  72. 72. @MilwaukeePPC Your Handy Guide to YouTube Targeting granularmarketing.com/youtube-targeting-infographic
  73. 73. @MilwaukeePPC Here Are the Slides! granularmarketing.com/heroconf-2017
  74. 74. Thank you! Joe Martinez Senior Manager, Paid Media & Community
  • majidomri

    Oct. 4, 2017
  • SofiyaLazarova

    Jul. 19, 2017

My slides from HeroConf 2017. Originally presented live on 4/19/17 at JW Marriott L.A. Live in Los Angeles, CA.

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