Normally I will tell a story or shoot the breeze for a bit before I jump into the meat of my message. But we do not have time for that because I am about to show you something amazing.
Not Kidding!
This is the ultimate lesson on how to reach the right audience with YouTube Video Ads. When I say “right audience” I mean those people who are looking for your product or service.
We are not just talking about clicks or cheap traffic. We are talking about conversions.
You can target certain groups that are interested in your product or service and I am going to show you how.
Note…there are some options for big brands who like spending a lot of money for top of mind purchasing, but I really want to focus on in-market audiences. In other words…Conversions
Let’s jump in.
Finding people who are interested in your product or service
Choosing the right audience in ad groups can make or break your campaign. Google Display Network provides you with a lot of options yet you have to be careful. Listen to what Google says. This is how they collect so much data on people and what they are searching for.
[xt_blockquote author=”Google”]“When someone visits a Google partner website, we may use the content of the page or website to show contextually relevant ads. We use the main topics and themes from the page as well as data from third-party companies to associate interests with a visitor’s anonymous Cookie ID. This takes into account how often people visit sites like those, among other factors.
“Google may use information that people provide to these partner websites about their gender, age, and other demographic or interest information. We may also use the websites people visit and third-party data to infer this information. For example, if the sites a person visits have a majority of female visitors (based on aggregated survey data on site visitation), we may associate the person’s cookie with the female demographic category.” [/xt_blockquote]
Basically you’re being tracked. Everything you are doing on the internet provides Google with information so that they can run you targeted ads.
This includes YouTube ads otherwise know as Trueview ads.
Back in February Google made a big adjustment to Trueview Video Ads. They divided the audiences into to groups.
1. Affinity Audiences 2. In-Marketing Audiences
Affinity Audience (broad)
If you are going to use Affinity Audiences you will want to make sure you have a nice chunk of money sitting around. This audience is set up for big brands who would like to extend their TV campaign to an online context. They can also do some targeting, but everything is more broad.
We do not suggest this, but to each their own.
Here is how to limit the affinity audience. For example, instead of reaching hotel lovers, a hotel located in San Francisco may want to reach a certain tech audience that will fit their hotel style. Or instead of reaching Women, a Women’s clothing story may want to reach women who love a certain style of dress. You can do this by:
-Using free form interests entered as keywords -And/or using URLs as proxy for interests
In-Market Audiences (more Defined)
When you use In-market audiences you are able to reach customers who are actively searching for your product or service. Once again, Google uses all of your search history and browsing data to determine if you are actively searching for a certain product or service.
The biggest difference…this audience is close to completing a purchase. This will help us get more conversions.
Isn’t that what we want?
Here is an example from the almighty Google.
Say that you own a car dealership and want to advertise on AdWords. Here’s how you could use audiences based on your goals:
• When to use “affinity audiences”: Your goal is to reach as many people as possible and drive awareness of your dealership, so that when people need to buy a new car or have their car serviced, your business comes to mind. You’re probably running ads on TV stations and want to complement this campaign with an online campaign to expand your reach. With affinity audiences, you could go beyond car enthusiasts, and reach “green living enthusiasts” with ads about hybrid cars, “bargain hunters” with ads about a big sale coming up, and “luxury shoppers” with ads about high-end cars.
• When to use “in-market audiences”: Your goal is to reach people who are actively considering buying a car and have narrowed their decision down to a handful of brands or types of cars. These customers are open to various options or dealers, but intend to make a decision soon. You could complement your search campaign or display keywords campaign with “in-market audiences,” and reach people who are looking for “new sedans” or “new luxury vehicles.”
So there you have it. Now lets jump into the video ad campaign and see where this is located.
Here is another side note. Getting the right traffic to your website is expensive, bringing them back is not. So you want to make sure you have your remarketing pixels in place.
This is a key to getting the maximum amount of leads. Start building lists of people who visit your website. Once they land on your site, watch one of your videos, or click on an ad you can put them into your remarketing list. By the end of the year you will want to have thousands of people cookied.
I know I am going to get this question…
“What is the difference between interests and topics?”
Heck if I know! It’s not like I am a video marketing genius…or am I?
Wait, I think I am so I am going to answer this question for you.
In a pumpkin/nutshell, the big difference is context. Topics will place you video ads on websites or videos that are directly related to the topic.
For example
Sports products would go on espn.com
That is fine, but we still want to make sure we get the In-market interests dialed in. This is the big one. In-market allows you to find people who are actually searching for your product or service. It doesn’t matter what website or video the person is on.
Why not try both?
I am testing that right now to see happens. Google tells you to not do this because it might restrict your audience, but their motives are a little different than mine.
I have found that when Google suggests something, it will usually increase my cost per lead. Their goal is have us pay the maximum amount per lead, so be a little weary of their suggestions.
Finally, I must warn you that this is a new thing Google came out with February 17. Be tight on your budget until you have proven the concept. This is exciting because Google is only going to get better at it.
Also make sure you are tracking conversions. Set up the conversion pixel so know that the money spend is bringing you in leads. Until next time this is Jace Vernon signing off.
One other thing…if you run the right ads, you get these types of comments. How long as it been since a person say they enjoyed your marketing ad?
I should get something for giving you guys such amazing content…oh wait, I do. Look for our next Video Marketing Tip. Hope you enjoyed.
I love this new YouTube Interactive Video. It was created specifically for YouTube ads was designed specifically for our company. This is one of the reasons why I am my own best customer. I can’t wait to see the numbers.
I have been harping on many of you about the power of Video and the bajillion reason you need to be using video in your marketing, training and customer service.
Just last Saturday I had an email come in that said:
“I did a little test with like 800 views and it was pretty horrible…not one conversion. I tried to target as best as I could. Do you think with your service there is really something you can do to make it work?”
My dear friend…
The not-so-humble answer:
“Yes, I can make it work.”
You see, I am my own best customer and I am constantly using video to push out my products.
I know… I know…
This can be a little difficult and it does take some practice. Not only that, it does take the right message at the right time.
Let me give you a real world example of how we take videos and push engagement. This has lead to millions in sales and a crap load of traffic. (yes I say crap)
Awhile back I began to realize that a lot of companies are creating commercial videos and slapping them onto YouTube. This is a big mistake and it can be the difference between success and failure. They are two totally different platforms.
Think about it.
The whole human race, including insects, are tired of watching boring commercials. Thanks to TIVO, Netflix, and DVR we no longer have to put up with them. Things are changing and people don’t like it when you interrupt them. If you are going to put a commercial in front of them you better make sure that it is worth their time.
The same goes with YouTube.
There are 43 Super bowls played on YouTube each day and you have the ability to tap into that for $10 a day. With a YouTube video you are not restricted to a 30 second spot, nor are you handcuffed by certain networks. It’s awesome and our numbers continue to get better.
I have so much to say about this, but that will come at a later date.
The lesson?
Create an amazing video that is catered toward the YouTube platform.
Have you ever heard of Dollar Shave Club? Their whole company started with one YouTube video. They have since taken that same style, humor, and creativity to the large networks. Their 30 second ads are amazing but they were first successful on YouTube.
Start here.
1. Create a Video: Here is the perfect example of a video that is created for YouTube. This beats the pants off of anything you currently have…☺
2. Define your target audience
3. Find videos and locations to run your video ad in front of.
4. Restrict your target audience
5. Cookie everyone (set up retargeting). Keep them coming back.
This works and companies need to be doing it. Soon marketers are going to catch on and ruin it, like they do with everything else.
It’s cheap and very effective.
Time is of the essence so we will be waiting.
Impatiently,
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Are you struggling to get the traffic or revenue necessary to grow your business? We have a limited number of spots open for future clients. If you can not implement this strategy, we would love to do it for you. Everything we do is based off of ROI and will help your business. Sign Up and we will get you started right away. We will manager your Video Ads Campaigns, Email Campaigns and Autocomplete Services. They Work and we use them. Sign Up and see if we are a good fit. We may not be…but it’s worth seeing. This could change your business.
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New YouTube Interactive Video and Why I Am My Own Best Customer.
Small companies or startups are always looking for a way to compete against the big corporations that have thousands, if not millions of dollars to spend on PPC campaigns.
Lets say you only have a budget of $500 a month and your competitors have a budget of $500,000 a month. How are you going to be able to compete?
They are Goliath and you’re David. There is just no way to compete against Goliath.
Most of you know that David did win, but it wasn’t by facing Goliath with a sword and shield. He brought a sling, which is basically like a gun. He fought with brain…not brawn.
“The same misunderstanding happens in David vs. Goliath fights in business. Most fail to recognize the advantages an underdog brand has when it faces off against a competitor who has strength, size, and wealth. And that’s exactly why nimble, upstart companies, with their new solutions to old problems, often can best Goliaths.”
Inc magazine
This applies to PPC ads. You don’t have the budget so you have to be quicker, more creative, and extremely observant. You need to know what is taking place on your Campaigns.
Let’s take a look at Adwords.
If you have an extremely tight budget you have to be so selective. Most small businesses will run hundreds of keywords to their account. You can’t do this. It’s like going head to head with your competitors…Which is a bad idea.
Here is what you need to do:
1. Focus on a limited number of keywords
2. Watch it like a hawk (ad negative keywords)
3. Focus on a certain area
4. Create amazing ads. (this is a big one.)
5. Create better landing pages
6. **Use Facebook, YouTube Ads, and Bing (much less competition)**
1. Focus on a limited number of Keywords
Keyword research is the beginning of all ads. Lets look at the hotel real-estate industry.
If you want a chance to get some leads you have to go after long tailed keywords in certain areas.
“Find a home to purchase in Salt Lake City Utah” (long tailed keyword)
vs
“Real estate Salt Lake” (you’re going to get crushed)
What you lack in funds you have to make up in brains. Make sure to do your keyword research. It pays big dividends.
You can use the keyword planner tool or you can use other resources.
2. Watch your PPC Campaing like a hawk
Do not set and forget it. You have to make adjustments according to the results.
Example:
You might be getting clicks for “Real Estate Rentals.” You will need go into your account and add a negative keywords.
“Rentals”
You will also want to make sure you check your Ads often and see which one is producing the best results.
3. Focus on a particular area.
Even though you do business all around the globe you still need to focus in on an area. You do not have the budget to compete globally so you will need to compete locally first and then expand as revenues grow.
4. Create amazing ads.
Here is another place where you have to spend time. You can afford to be like everyone else because you can’t blow your budget. Every click counts.
Take a look at the ads below.
The first one shows you a bunch of ads. Everyone is the same.
These two stand out because they use everything that is available plus they add in a lot of numbers and symbols
5. Create better landing pages.
I wrote an entire article on landing pages so I am not going to go into it here.
6. **Use Facebook, YouTube Ads, and Bing (much less competition)**
This is big…Really BIG
More often then not the best strategy is to not compete. Go elsewhere.
Facebook is way cheaper and it is only getting better. You can spend 10 dollars a day on facebook and get better results. Some of my campaigns are 1/10th the cost of Adwords.
YouTube is another one of my favorite avenues. It costs 9 cents a view and can get you a lot more traffic. Just last night I decided to rank a video for a long tail keyword.
It took me 10 minutes to hit page one of Google and the top spot of YouTube. Best of all…It was free to do. Check out the proof below.
Bing is also another great source. Although it has less traffic it still produces results at 1/5th the cost of Google.
There you have it. If you have an extremely small budget you really should consider fighting the battle a little differently.
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Alot of times people we find they are too busy or they just do not have the technical skills to implement our strategies. If you can not implement this strategy, we would love to do it for you. Everything we do is based off of ROI and will help your business. Sign Up and we will get you started right away. We will manager your Video Ads Campaigns, Email Campaigns and Autocomplete Services. They Work and we use them. Sign Up and see if we are a good fit. We may not be…but it’s worth seeing. This could change your business.
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Thanks for reading.
How To Compete In PPC (pay-per-click) With A Small Budget
Instead of telling you what to do, I am going to show you what I did and how you can do it too.
It all began this last week when I attended the Start SLC conference up in Salt Lake City. The Conference was a jewel. In fact, it was so good I plan on going for years to come or at least until they let me be the keynote speaker.
I’ll invite you when that happens… 🙂
While sitting in the audience being inspired, I came up with a simple solution to land those big clients.
I have to admit that I am not much of a networker. When they have those networking parties, I will usually go grab a sprite and head back to the hotel.
I know…
It’s bad, but for some reason I never have liked the whole networking thing.
So…
While sitting in the audience listening to a speaker from Domo I came up with a couple of ideas on how to target a specific company or a specific person with a customized ad. I decided to target all the executives.
Why do you want this?
Imagine if you are a finance company looking to land that multi million-dollar client. If you could run a particular ad to that individual, don’t you think that would have an impact on their decision? Meaning you run a custom ad designed to land that one company.
You can also use it to set up a lunch appointment or speak with a company’s executives. It’s just a great way to get attention.
For this to work, you will need the following:
Facebook ads (a Facebook account)
YouTube Channel linked to your website
Landing Page
Adwords Account
Remarketing pixels
Here are the Step To Become An Amazing Marketer A.K.A Stalker:
You get the target’s info
Build a customized ad
The target sees the ad
Goes to the landing page
We cookie his machine
Run him video ads on YouTube banner ads on other sites in the Google network
Step 1: Collect The Targets Info
For this to work you need to get the Target’s email address. You will upload the email address into Facebook. Facebook will then locate the Target’s Facebook Page.
I found the executives of Domo on LinkedIn, became their friends, and then exported my contact list.
You can also get them to like your Facebook page and start running ads to those who like your page.
Not a perfect system, but it worked.
Step 2: Build the Assets
1. Build a Facebook ad, a landing page, and a video.
2. Place a Remarketing pixel on the landing page. You can place a Facebook remarketing pixel and a Google remarketing pixel.
3. Embed the YouTube Video on the landing page. This is will be used for YouTube retargeting.
Step 3: Create The Ad
Jump onto your Facebook account and create the ad. Under custom audiences you we be able to upload the contact list.
Warning! You have to have a minimum of 20 people on this list. Facebook changed its guidelines a while back, but it’s really not a big deal. If your target is a male you can fill the rest of the list with females and select “Only Market to Male.”
Make sense?
I hope so because it’s not an easy task to pull this stuff out of my brain, but I do it anyway all in the name of sharing…☺
I actually uploaded all 2000+ Linkedin contact because I wanted to see if other people would click on the ad out of curiosity.
Like I said…not a perfect system but it works. You might have to have a broader audience, but we are paying such a small amount per click that it won’t matter if you run the ad to thousands of people. That’s what I did.
Step 4: Run It
Once the ad has been created it is time to let it fly.
Step 5: Generate a YouTube ad that is customized.
Picture this…
You’re on YouTube and you’re about watch your favorite One Direction Video. I say One Direction because just last night I found out my wife dropped $1300 for the whole family to go see them in concert.
It’s been a rough night…
Since your target has watched the video that was sitting on your landing page, you now can run custom pre-roll ads.
(If you do not know what those are, I will direct you over to another article. YouTube Pre-Roll Ads. http://marketinghy.com/youtube-preroll-ads-work-company-run-video-ads/ )
Once your target clicks on the play he gets a customized YouTube ad that speaks directly to him.
“Hey Don… We need to do business and I would like to take you out to lunch. What day works best for you? Click here to set up a time…I’m waiting Don!”
Creepy? Yes.
Funny? Absolutely!
Effective? Who could turn that down?!
Here is a good example of a YouTube video that is customized.
Quick Recap
1. Find the target and get ahold of his email address 2. Create a landing page and place your retargeting pixels on the page 3. Create an ad that speaks directly to the target 4. Turn on the ads and drive him to your landing page 5. Run a YouTube pre-roll ad that is customized for him
Questions?
I hope that helps and make sure to let me know if you try this out. There are a lot of people that would like to hear about your successful campaigns.
The Results…
So far I have had a good number of clicks and I have received a phone call from a guy that works with Domo. He tried to sell me on his product…
I have some fine-tuning to do, but I know I will get some results.
Have a great day and I look forward to hearing about your success
Hope you enjoyed
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Alot of times people we find they are too busy or they just do not have the technical skills to implement our strategies. If you can not implement this strategy, we would love to do it for you. Everything we do is based off of ROI and will help your business. Sign Up and we will get you started right away. We will manager your Video Ads Campaigns, Email Campaigns and Autocomplete Services. They Work and we use them. Sign Up and see if we are a good fit. We may not be…but it’s worth seeing. This could change your business.
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How To Create a Creepy Marketing Campaign. Some Call It Stalking We Call It Amazing Marketing.
Attention is one of the biggest problems we have as a society today. But a great video will fully captivate your audience’s attention.
How often is your attention given fully to just one thing? When was the last time you wrote an email or read a book and didn’t have music or the television playing in the background? When you sit in front of the television, do you just sit and watch, or do you check your phone or play on your laptop, maybe both? It’s probably most of the time.
It’s rare that one thing holds our full attention, it’s usually always divided. Think about the last time something actually did hold your full attention. Wasn’t it something really amazing? Usually when something enraptures our attention, we want to know more.
So, how do we get our viewers full attention? You give them something amazing. A whiteboard animation video does just that. When did you first see a whiteboard animation video? Have you? If not, I’m not sure how you made it to this blog…but check them out on our YouTube. They are pretty cool if I do say so myself.
I remember the first time I saw a whiteboard animation. It was an explanation about Schrödinger’s Cat. It was incredibly basic and they used stick figures. But I remember thinking how nice it was to have something like a paradox explained visually. It was much easier to comprehend. My attention was grasped, and held.
Now, the first time I found quality whiteboard videos was even better. I remember finding Ydraw and just sitting on YouTube for probably an hour watching all of their content. I’m not sure if it was the artist in me, the film student, or just the fact that these are such a genius way to market things, but they definitely had my full attention.
I wasn’t even in the market for a whiteboard video and I found myself on their website, reading the blog, finding competitors, and pricing things out.
Just last week I was talking to one of my friends about what I do and about whiteboard animation videos. I pulled one of them up to show him, and we continued to have our conversation as he watched. About 30 seconds later someone asked him a question and he didn’t answer them. I realized I had basically been talking to myself ever since I turned on that video. He had to apologize to the other person, saying that he was so into the video he wasn’t paying attention to anything else.
So, give your audience something great. Give them an amazing image that they are drawn to. Give them a great script that explains your product or company. Leave them wanting to know more and then give them somewhere to find more! Create quality content so each time they click somewhere new, they find new great information. Give the people what they want.
This is how you can gain an audiences attention. Show them something refreshing and new. With a video scribing video, you can do that. Ydraw is the best in the business with great pricing. Give them a clean, creative whiteboard animation video, or an interactive 2D or 3D video. Give them something that makes them seek out more, and what’s an easier way than with an interactive video?
