http://summit.gomag.ro/anabela-luca/

1. YouTube Masterclass
@Gomag Virtual Summit
September 26, 2017
YouTube your business

2. ● Entrepreneur, consultant & certified Google
trainer @adLemonade.com, top performance
marketing agency
● Over 7 years of experience in managing Pay Per
Click campaigns (Google AdWords, Facebook
ads, Linkedin ads etc.)
● Experienced both in large-scale clients seeking
for international success and in small and
medium businesses eager to get the most out of
their online marketing budgets
Let’s meet

4. Romanian
vloggers
Zelist.ro

5. • Create a YouTube channel –
Maintain and update Regularly
• Add product cards & call-to-action (CTA) overlays –
Drive users to channel or another video
• Encourage user input –
Upload videos, share reviews or product info
• Remarket based on actions –
Likes, sharing, views, and subscriptions
Start a visible YouTube presence

6. Start a visible YouTube presence

7. Start a visible YouTube presence
Set objectives
Create a YouTube channel
Create playlists
Distribute/promote content
Analyze data
Interact with your audience

8. YouTube Ads

9. YouTube Ads

10. 3 simple, impactful use cases for YouTube ads

11. Pairing bumper
ads with
TrueView can
improve upper
funnel metrics
like ad recall

13. Starting a YouTube campaign

14. Link your YouTube and AdWords Accounts

15. Link your YouTube and AdWords Accounts

16. Create remarketing lists for viewers

17. Create remarketing lists for viewers

18. Starting a YouTube campaign

19. Starting a YouTube campaign

20. Starting a YouTube campaign

21. Starting a
YouTube
campaign

22. Starting a
YouTube
campaign

23. Starting a
YouTube
campaign

24. Starting a
YouTube
campaign

25. Starting a
YouTube
campaign

26. Starting a
YouTube
campaign

27. Starting a
YouTube
campaign

28. Starting a
YouTube
campaign

29. • Demographic – age and gender
• Topics – ads are shown in the chosen categories/topics
• Interests – targeting users interested in certain areas
• Placements – specific websites or areas of a website
• Keyword Search – ads appear according to video tags
Targeting options

30. Results

31. True-View for action

32. YOUTUBE OPTIMIZATION
CHECKLIST
NO. TO DO ✓
1. Ad creative YouTube specific
● 30-40 sec length/call-to-action/voice-over/logo visible
2. Prepare video for promotion
● Video description/tags/product cards/annotations
3. Link AdWords to YouTube & YouTube to your website
4. Separate bidding - general/device/location bid
5. Use frequency capping (5 impressions/day, 2 views/week)
6. Bid separately for in-stream/discovery ads
7. Make the most of demographic targeting & interests
8. Use exclusions (especially “manele” keywords)
9. Refine targeting with placements exclusions 1/week
10. Alternatively, you can test Lightbox Ads in Display