In this presentation, YouTube ads fanatics Mary Hartman (Hanapin), Ben Polk (Google), and Cory Henke (Variable Media) join together to show you not only that you SHOULD be doing YouTube ads, but they’ll personally coach you on best practices to help your video ads soar.

1. 1
www.dublindesign.com
Video is Not Hard:
Fearlessly Feed Your Funnel
with YouTube Ads
HOSTED BY:

2. Ben Polk
YouTube Product Expert
at Google
– @google
Cory Henke
Founder and CEO of
Variable Media
– @coryhenke
Presenters
Mary Hartman
Senior Social Analyst at
Hanapin Marketing
PPC Hero Blogger
– @PPCHartman

3. Who is Hanapin?
The PPC Agency of Experts
that increases market share for
businesses with multiple brands,
regions, products, and/or service lines.
www.hanapinmarketing.com/complex-businesses
Hanapin also produces PPC Hero and Hero Conf

4. Our Clients Include….

6. Join the Conversation
Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box
to send us questions.

7. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. 0-1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

8. Part 1: Benefits & Features
You can succeed on !

9. Smashing Misconceptions

10. Smashing Misconceptions

11. Smashing Misconceptions
Video can move people to understand and consider your product more than text

12. Smashing Misconceptions

13. The CPV Comparison

14. You can reach the undecided, not the uninterested
Engaged with your
business already - but
didn’t convert
Similar profile to your
current or potential
customers
Actively researching
your product/service
with intent to buy
WHO:
HOW: Remarketing
Customer Match
Similar Audiences In-Market Audiences
Searched on Google,
before engaging with
your business
Custom Intent audiences
for YouTube
Audience Targeting

15. Identify warm
leads by users
who view your
ad on YouTube
Retarget to
those users
when they
search on
Google.com
Audience Re-Targeting

16. Attribution Challenges
Identifying what’s working & what’s not
Setting expectations:
○ Goal-setting: Awareness
■ Brand Lift Surveys
○ Goal-setting: Conversions
■ TrueView for Action

17. Sees
Display Ad
Watches
Video Ad
Searches
on Google
Follow the Customer from Video to Conversion
Converts
on Site
Audience Targeting

18. ● Targeting based on search history
● Demographic targeting
● Future Alphas & Betas
New YouTube Features

19. Proprietary + Confidential
CONVENIENC
E STORE
SHOPPER
OUTDOOR
ENTHUSIAS
T
PLANNING
A
VACATION
GETTING
MARRIED
REAL
MADRID
FANMOM +
30-MIN
CHEF
IN-MARKET
FOR SKI
GEAR
Using Real-Time Intent
Signals

20. Proprietary + Confidential
Life Events
Reach people during major
life milestones like: getting
married, moving, graduating
college.
Stronger Affinity &
In-Market Segments
Existing affinity & in-market
segments are more accurate
and reach +15% more people
now that we’ve added signals
from
NEW Consumer Patterns
Reach frequent grocery,
big box, department,
convenience store shoppers,
frequent restaurant goers, and
more.
NEW
Need something specific? Custom Affinity audiences, like fans of a specific sports team, now reach up to 3x more people.
New Targeting

21. Proprietary + Confidential
NEW TARGETING FEATURE:
Target people with video ads after they
search for specific keywords on Google.
0:1
2
0:1
5
85% of people on Google
Search
are also reachable on YouTube!
Custom Intent

22. Creative Guidelines

23. Creative Guidelines

24. Measuring Success

26. Success Story - Clinique

27. The YouTube Ad Timeline

28. Interactivity To Drive Engagement

29. Important Video Creative Tactics

30. Success Stories

31. Success Stories

32. Offers!
A. I’d like an emailed copy of Hanapin’s PPC
Playbook for Companies with Multiple Brands
B. No, thanks.

33. Thank you for attending our webinar!
#thinkppc
Contact Hanapin Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The Agency Behind PPC Hero and Hero Conf
Thank you!