Seven tips for high-converting YouTube Ad Campaigns.

2. Stroll’s Awards

3. Why YouTube Ads?
• 2nd Most Visited Search Engine
• #1 Video Destination on the Web
• 2015 – 50% CPV Campaigns
• Less Competition!

4. Biggest Myth:
“YouTube is Only a
Brand Building Tool.”

5. TrueView Ads

6. TRUEVIEW IN-SEARCH ADS
• Viewer Experience
Sees a video promoted
among search results
on YouTube or
video.google.com
• Advertiser is
Charged
When viewer
chooses to watch
its ad

7. TRUEVIEW IN-DISPLAY ADS
• Viewer Experience
Sees video promoted
against suggested
videos on YouTube or
related content across
the Google Display
Network
• Advertiser is
Charged
When viewer
chooses to watch
its ad

8. 60 Second Case Study
• Early on In-Search & In-Display were Winners
• Further Optimizations = Massive ROAS
• Spending Thousands of $$$ Each Week
• Low Maintenance After Initial Ramp-up
So, How Did We Do It?

9. Step 1:
Picking the Right Video
• Length Matters

10. Check YouTube Insights
Check where maximum drop-off happens and see how long viewers are engaged.
Views
Engagement
Mobile

11. Add Related Videos
Don’t be a
One-Hit
Wonder!

12. Related Video Ideas:
• 3-4 Additional Videos:
- Testimonials
- Product Details
- Humor
Ideas:
• Use Your Blog Posts
• See FAQs from Your Own Customers
• Turn Infographics into Videos

13. Related Video Ideas:
Portent’s Content Idea Generator
http://www.portent.com/tools/title-maker/

14. Step 2:
Optimizing Your Channel Page
Apply for a YouTube
Brand Channel

15. Benefits:
• Custom Images
• Content Accessibility Filters
• Enhanced Tracking Capabilities
How to Apply
• Contact Google Reps
• Upload Placeholder Videos
• Fill in Content while Waiting

16. Alternatively: Use YouTube One
Channel
www.youtube.com/onechannel

17. Benefits:
• Anyone can set-up
• Features to encourage subscriptions
• Flexible design options
• Create a banner with CTAs
• Cross-device usability
• Incredibly easy to customize

18. Example:

19. Toot Your Own Horn!
Customize!
Share Info & Links
Make it Compelling
Shorter Attention Spans
Push Visitors Down the
Sales Funnel

20. The MVP for Conversion Rate
Clear Calls to Action
Free Banner Ad!
Boosts Clicks & CR!
Even if Video Doesn’t
Engage - $0 CPC “Ad”

21. Specs

22. Banner Examples:
Pimsleur Approach (w Brand Channel)
Pet Collective (w One Channel)

23. Step 3:
Selecting the Right Keywords
Higher up the
Sales Funnel

24. Step 3:
Selecting the Right Keywords
• Choose Broader Keywords and Shorter Phrases
• CPV’s Cheaper than Average Search CPCs
• Use the YouTube Keyword Tool

25. Step 4:
Creating Effective Ads
Think Like Paid Search:

26. Thumbnail Selection
Helps with CTR:

27. Destination Page
Play the Ad on Your Channel Page

28. Step 5:
Leveraging Annotations

29. How to Set Up Annotations
1. Add Annotation Button:
2. Choose Style:
3. Perfect and You’re Done!

30. Showcase CTA within the Video
YouTube Links Clickable
Use Vanity URLs
Apply for External
Annotations

31. Drive Clicks to Related Videos

32. Step 6:
Building Trust
Set Aside 20 Minutes Each Day for YouTube Community Management

33. Step 7:
Continued Optimization
Thumbnail
Ad Copy
Channel
Banner
Annotations
Video
Landing Page
Channel Page
Design

34. • Follow me on Twitter @purnavirji
• Add me on LinkedIn:
www.linkedin.com/in/purnavirji
• Recommended Reading:
Any articles by Manny Rivas for great step-
by-step advice & tips.