There is no doubt that videos are huge –YouTube is the second largest search engine in the world, with over 1 billion unique visitors every month. And video is not just popular as a form of entertainment, but as a content marketing tactic. MarketingProfs reports that 81% of senior marketing executives use online video content in their marketing programs. In addition, your chances of getting not only a page one ranking in Google, but also inbound links, increase with the inclusion of video.
During this webinar, Search Mojo’s Tad Miller and Blaine Anderson will show you how you can get the most from your video content by leveraging everything YouTube has to offer, and make sure they can be found in search.
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Leveraging YouTube for Online Marketing Success
1. @marketingmojo | #mojowebinar | marketing-mojo.com
LEVERAGING YOUTUBE FOR
ONLINE MARKETING SUCCESS
Tad Miller,
Vice president of accounts
Blaine Anderson,
Jr. Account Manager
2. @marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTER
Tad Miller,
Vice President of Accounts,
Marketing Mojo
Follow on Twitter: @jstatad
Blaine Anderson,
Jr. Account Manager, Marketing Mojo
Follow on Twitter: @BlaineAAnderson
3. @marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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GOOGLE ADWORDS FOR VIDEO
• “800 million people visit
YouTube worldwide every
month.” – DoubleClick AdPlanner
• Connect YouTube channel
with AdWords account
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TOP OF THE FUNNEL
• No conversions on
YouTube
• Use video ads for:
› Supplementing your
product/service
› “First-notice”
› Top-of-mind
YouTube
Conversion
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TOP OF THE FUNNEL
• Key Metrics
› Views
» People who watch your ad
› Follow-On Views
» People who watch your ad, then watch more videos from your channel
› Follow-On Subscribes
» People who watch your ad, then subscribe to your channel
› Website Clicks
» People who watch your ad, then click through to your website
9. @marketingmojo | #mojowebinar | marketing-mojo.com
TOP OF THE FUNNEL
• Key Metrics
› Views
› Follow-On Views
– Follow-On Subscribes
– Website Clicks
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TOP OF THE FUNNEL
• Website Clicks
› Link in descriptions
› Call-to-Action overlay
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TYPES OF ADS
• In-stream
› Plays before a
selected video
› “Bait”
› Website Clicks
› Branding &
Awareness
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TYPES OF ADS
• In-Display
› On top of suggested
videos
› Don’t know you, but
interested in what you
offer
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TYPES OF ADS
• In-Search
› Ads show in YouTube search results
› When people are searching for you & what
you offer
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REMARKETING POSSIBILITIES
• New Remarketing List
Options
› Subscribers
› Unsubscribers
› Viewed certain videos
› Viewed your channel
page
› Etc.
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REMARKETING POSSIBILITIES
• Remarket to…
› Your YouTube viewers with YouTube ads
• Can be used for…
› A series of consecutive videos
› “Call-to-Action” videos
Watch Video 1
See Video 2
(YouTube Ad)
Remarketing
List
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REMARKETING POSSIBILITIES
• Remarket to…
› Your website visitors with YouTube ads
• Can be used for…
› Demonstrating product usage
› Top-of-mind awareness
Website Visitor YouTube Ad
Remarketing
List
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REMARKETING POSSIBILITIES
• Remarket to…
› Your YouTube viewers with AdWords ads
• Can be used for…
› Initiating conversion path
› Top-of-mind awareness
YouTube Viewer AdWords Ads
Remarketing
List
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YOUTUBE VIDEOS AREN’T
JUST FOR YOUTUBE.COM
Maximizing YouTube for Your Website’s SEO
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THE SECRET SAUCE GOOGLE DOESN’T
TALK ABOUT
• If Google were to elaborate on how user
engagement with websites impacts its
ranking Algorithm “Black Hats” would likely
artificially automate site traffic to “game it”
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USER ENGAGEMENT MATTERS TO
CUSTOMERS AND SEARCH ENGINES
• Getting eyes to the page is important
• Keeping them on the page is more
important
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THE WORST THING IS THE IN AND OUT
• When visitors click through from search
results and immediately go back to those
search results to find something better
Customers will stay an average of 2
minutes longer on your site if it
contains video (Comscore)
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OH YEAH, PEOPLE NEED TO STAY TO
BUY…
• Google and Bing can get you found but
your website has to deliver the results with
customers to succeed
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LIKELIHOOD THAT VIDEO RANKS
• Google isn’t the same as it was in 2009, but a 2009
Forester study found that Videos were 53% more likely
to have top 10 rankings than text pages
• Pages with videos on them are 3 times more likely to
attract inbound links from other sites Moz
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WHAT KIND OF VIDEO RANKS ?
• Google’s Universal Search results favor informational
videos that answer informational search queries
aimClear: Video in Google & Bing Universal SERPs
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TITLES, TAGS AND QUERY INTENT
• Make your video “Informational” by using the
right words in Titles, Tags & Descriptions
› “How To”
› “What Is”
› “Comparison”
› “Vs.”
› “Reviews”
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THE PARALLEL VIDEO STRATEGY
• You can have your cake and eat it too. Put videos on your
site and YouTube Channel
• YouTube videos are embeddable on your website
• Conversion actions are on your website. Not on YouTube.
› Try to keep your video traffic in your conversion funnel
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HOW TO MAKE IT WORK
• Use an XML Video Site Map
• Mark up your embedded YouTube videos
with Rich Snippets
› Video Schema Markup
› Facebook Open Graph Tags
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CREATE AN XML VIDEO SITE MAP
• Google’s Search Robots aren’t really smart enough
to know that you have videos on your web pages
• You have to clue them in with a video site map
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GIVE GOOGLE A WAY TO VERIFY THE
VIDEO
• They aren’t going to take your word for it
with the XML Video Sitemap
• You need to “Mark Up” your YouTube Video
with Rich Text
• We use:
› Video Schema Markup
› Facebook Open Graph Tags
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VIDEO SCHEMA FOR EMBEDED VIDEO
• For straight video embeds we like to use
Video Schema Markup – its favored by
Google/Bing
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VIDEO OVERLAYS OR POP-UPS
• We have had difficulty getting Video
Schema to work when YouTube videos are
played in a pop-up or overlay
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FACEBOOK OPEN GRAPH VIDEO TAGS
• Our workaround for video overlays or pop-
ups are Facebook Open Graph Video Tags
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VIDEO THUMBNAILS IN SERPS
• When you successfully do both the XML
Video Site Map and the on-page markup
you are eligible to get video thumbnails in
Search Engine Results Pages
• Search results with video thumbnails have a 41% better click through rate than
text search results RankAbove Study
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SEARCH MOJO CASE STUDY:
PETROCHEM
Timefram
e
Organi
c
Search
Traffic
Pages
Ranked
in Top 10
30 days 335% 5/10
80 days 889% 9/10
• Before and after traffic results for implementing an XML video site
map and Video Schema Markup on pages that already had videos on
them are pretty significant positive changes
38. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
Tad Miller
Google+: +Tad Miller
Twitter: @jstatad
Blaine Anderson
Google+: +Blaine Anderson
Twitter: @BlaineAAnderson
Editor's Notes
Insert Scott’s Info here.
Blaine
Thanks, Kari/Tad…
I’m going to start off by giving a brief introduction of Google AdWords for Video
Blaine
Why do it? Because [statistic]
Access it by connecting your YouTube account with your AdWords account
This allows you to promote your existing YouTube videos as ads
Manage these campaigns with all of your other campaigns right in adwords
Blaine
Just so you can go into it with the right expectations, there are no conversion actions available on YouTube at this time.
You still have to rely on some other tactic to convert them
This makes YouTube a good top-of-the-funnel marketing tactic
Supplement product/service by showing how it works, or highlighting the benefits of it
In this case, could be considered middle-of-the-funnel
Get that “first-notice” from someone who has never heard of you before
Maintain top-of-mind awareness so people don’t forget about you
Ultimately, it’s up to you and the rest of your marketing tactics to convert a viewer into a buyer
Blaine
Since there are no conversions, what do you track?
Views
People who watch your ad
Treat it like you would a click on a standard AdWords ad
Just as more clicks doesn’t equal more sales, more views do not equal more sales
Follow-On Views
People who watch your ad, then immediately watch more videos from your channel
Good measure of engagement within YouTube
Follow-On Subscribes
People who watch your ad, then subscribe to your channel
Better measure of engagement within YouTube
Website Clicks
People who watch your ad, then click through to your website
Best measure of success for lead generation
If you can get them to your site, then your video ad is doing it’s job
Your other marketing tactics can take over from there and bring them down the funnel
Blaine
View
Watch the video
Depends on the ad type
More on that later
Follow-On Views
After watching this video, viewer clicks on another KEXP Radio video on the right
Follow-On Subscribes
After watching this video, viewer clicks the subscribe button
Website Click
After watching this video, viewer clicks on the link in the description and goes to the website
Blaine
How to get people to the website
As mentioned in the previous slide, you can put a link in the description of your video that will take people to your website
Another method is by using a Call to Action Overlay
These look like text ads
You set one up in the AdWords, and choose your messaging and your destination URL
Lastly, In-Stream ads can bring people directly to your website
Set a destination URL
If a viewer clicks on the video as it is playing, the click takes them to that URL
Blaine
I’m going to give you an overview of the types of ads you can use.
Blaine
First is In-Stream
These ads as play before a video that the viewer had originally chosen to watch
They do have the option to skip after 5 seconds, but if your video is intriguing enough, you can get them to watch the whole thing
You as the advertiser are only charged for a view if the viewer watches 30 seconds of the video, or the entire video (whichever is shorter)
If you promote a 15 second video, and the viewer would have to watch the whole video in order for you to be charged with a view
If your ad is skipped after 5 seconds, then you will not be charged with a view
Really use these videos as “bait” to draw people into your conversion funnel
Make it quick, but also engaging – you want it to be something that sparks the viewers interest
As mentioned before, you can set a destination URL for this ad type
If someone clicks on the video as it is playing, that click will take them to that URL
These are also good for branding and maintaining top-of-mind awareness if that’s what your goals are
Blaine
Next are In-Display ads
These show up on the side of a YouTube page in that yellow-shaded box
These ads are great for viewers that don’t know you yet, but might be interested in what you do
In this example, the video being watched was how to string an acoustic guitar
On the side, the viewer sees an ad for how to build their own road case
As a DIY musician, that sounds interesting to him, so he clicks on the ad and watches the video
The company that created the video sells all of the hardware that he would need to get the job done, so he goes to their website and starts filling up his shopping cart
Blaine
Lastly, there are In-Search ads
These ads act similarly to the standard AdWords text ad on the Search Network
If you know people are searching for you, or the thing that you do, do everything in your power to make sure they find you and not a competitor
In this example, I searched for Pepsi, and the only ad I saw was for Coke
Blaine
Now I’m going to tell you about all of the different remarketing possibilities that come from Google AdWords for Video
Remarketing stat?
Blaine
By connecting your YouTube channel with AdWords, you open up many new options for creating remarketing lists
These options consist of a variety of ways that viewers interact with your channel and videos, such as the ones listed below
You can use these lists in a variety of different ways…
Blaine
You can remarket to your YouTube viewers with YouTube ads.
One example of how this could be used would be within the context of a series of videos
First, you publish Video 1, and knowing that the next video in the series is coming out a month later, you set up a remarketing list to capture all of the viewers of Video 1
When Video 2 is published, you can promote it to all of the viewers in that remarketing list to make sure they continue with the series
Another way to use this is to have a “Call to action” video
A viewer watches Video 1 and they are added to a remarketing list
You can then promote a video that tells them “you saw these things in Video 1, now we want you to do this. Go to our website to do it”
Blaine
You can remarket to your website visitors with YouTube ads as well
This could be a good idea for a retail or ecommerce brand
Someone goes to your website and checks out a product page, but doesn’t buy the item
If you have a remarketing list set up for that item, you can promote a video that showcases how to use that item or the benefits of having it
As always you could use this to maintain top-of-mind awareness as well
Blaine
Lastly, you can remarket to your YouTube viewers with AdWords ads
This could be used to help close a sale
A viewer watches a video that showcases a certain product
If you have a remarketing list for that video set up, you can then promote banner ads for that product via the Google Display network, encouraging to come to your website and purchase the product or request a quote for your service