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.
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.
“How long does it take and why do people charge so much?”
These are just a few of the questions I get asked about Autocomplete. It is kind of a new thing, and people really aren’t sure what to use it for. They are a bit skeptical and don’t want to just jump without getting some assurances.
It’s good to be skeptical, especially when it comes to Google and the latest SEO tactics.
So let’s chat about Google and YouTube Autocomplete…here’s the facts.
I first ran into Google autocomplete years ago when I noticed some negative reviews about a person. When you typed their name into Google you would see something like the following:
John Doe fraud
John Doe scam
John Doe business
Autocomplete can work in your favor, or it can work against you, but the nice thing is you can change it.
In time you can change the results to say:
John Doe business
John Doe reviews
John Doe insurance
This is just one benefit. If you have negative reviews on Google Autosuggest (also called autocomplete) it can be changed or adjusted with more favorable terms.
If you are trying to make a name for yourself, or if you are trying to run a nice business, you do not want negative results popping up in autosuggest. It’s bad news.
Google Autocomplete can also be manipulated in your favor. Meaning we can drive traffic using keywords.
Let me explain.
Here is something we did we YouTube Autosuggest. (if you haven’t noticed already, I am using autosuggest and autocomplete interchangeably. They are the same thing. I want to rank for both keywords so I am using both of them in this article. A different lesson for a different day.)
I wanted Google and YouTube to bring up my company name for the following keywords:
1. Whiteboard Video
2. Explainer Videos
3. Whiteboard Animation
Here are the results. (make sure you are searching in incognito mode)
Google autosuggest for Whiteboard Animation
YouTube autocomplete for Whiteboard Videos
YouTube autocomplete for Explainer videos
As you start to type in the word explainer video, Ydraw gets suggested as one of the top picks. Ydraw is in the video business, so YouTube has worked amazingly well. You can check them out at ydraw.com
Obviously you will want to have a good video on YouTube.
I repeat…
If you want to dominate the YouTube Autocomplete, you have to make sure you have a YouTube Channel and some compelling videos for people to watch.
The Benefits…
Since video continues to grow year over year you should really think about a video marketing strategy.
Do you have an explainer video? If not…Get one!
Because the YouTube autosuggestion strategy could be a great way to get viewers.
Let’s assume you are in the financial industry and somebody is looking for investment advice. When they type in “Investment advice” they see your company’s name or your personal name pop up in the top spot.
“Investment advice John Doe”
You will get traffic, which mean more leads, which means more business and money.
As you can see, this is for YouTube. You can do the same thing for Google search, but it takes double or triple the effort.
Word of warning…
Google changes all the time. This is not a “one and done” type of strategy. You need to be persistent and consistent to make happen.
We do offer this type of service for all types of companies. Yinc saw the opportunity and had a machine/software created. We also have a network in place that conducts searches for us manually.
You can do this yourself if you and a group of people can dedicate a couple of minutes a day to conducting searches.
The more competitive the keyword, the harder the results.
Here is how to to it.
1. Open up a new browser in YouTube
2. Search for the keyword you want to compete for
3. Add your company onto the end of the keyword
Keyword + Company Name
“Explainer Video Ydraw”
4. Click on your video
5. Watch your video to the very end
6. Scale it and get others to do the same thing
Happy Searching!
Contact us if you are interested in the Google and YouTube Autocomplete strategy.
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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 YouTube Autosuggest and Google Autocomplete Can Work In Your Favor. It’s all about getting results by manipulating the Google Autosuggest.
Hey everyone I wanted to give you a couple of ideas on how you can turn your marketing video into a YouTube traffic-generating machine. YouTube and video are not going anywhere. So buckle up and jump in. This is your YouTube video marketing strategy.
Why am I doing this?
Because I am nice and I want you, yes you, to succeed when it comes to video marketing.
Lets get started.
“The real fact of the matter is that nobody watches ads. People watch what interests them, and sometimes it’s a video ad.”
You should have a YouTube Channel and a nice explainer video educating the consumer about your product or service. If not you can use ydraw.com.
Once you have those two things in place, you are good to proceed.
I do not really care to discuss the lucky viral video that comes every couple years. I am talking about a consistent Video Marketing plan that will pay you dividends well into the future.
We are going to discuss ways we can use and abuse the YouTube platform to get the biggest ROI.
YouTube, as many of you know, is the 2nd biggest search engine and it is basically the biggest cable company around.
[xt_blockquote author=”NY Times, December 13 2012″]“Once again consumers demonstrated that they will gladly watch a commercial if it is their choice to do so.”[/xt_blockquote]
Specifically I want to show you how to get in front of the right person at the right time.
For example, if someone were looking for your product or service and they typed in your specific keywords, you want your video to be in front of them. Right?
They are a perfect buyer.
This can happen 2 ways.
Organic Search (this take time, work and money)
Paid Video Ads (this just takes money)
Business owners need traffic and can benefit from having your content found at the top of YouTube or from running targeted YouTube ads.
Organic Traffic: First How Does YouTube Rank Your Video? (organic)
Since we are playing on YouTube’s platform we need to look at 4 things.
Relevancy
Engagement
Clout
Competitors
Like Google, YouTube is search driven. They want to give the consumer the best possible choice for every keyword they type in.
If you have a lot of impressions yet nobody is clicking on your video, you have problems. If people are only watching 2 seconds of your video. You have problems. The material you are presenting might not be that relevant.
How can we make Google happy?
By creating a video that will fit the needs of a searching consumer. If you are a lawyer, you do not want your video popping up for a pool guy.
Unless deep down you have an uncontrollable desire to be a pool boy.
To be relevant you will want to:
Optimize your file name
Optimize your Title
Optimize the description
Optimize your tags (keywords)
Optimize your transcript
This is not rocket science.
Next you will want to make sure you have good engagement.
Views
Subscribers
Posting
Backlinks and Embeds
About two years ago I made a huge pitch on why you do not want YouTube videos on your website, I have since adjusted my thinking. If you take a look at Ydraw.com you will see nothing but YouTube videos on the home page.
Why the change?
Because I want more views, more subscribers, more backlinks and embeds.
A word of caution…
The main reason I did not want YouTube videos on my home page was because I did not want my traffic going elsewhere. Most people will use the simple embed code that Google provides which will allow them to run ads or give you different video options at the end. We will want to block both.
And hope that your competitors do the opposite. That way we can advertise on their videos…
How fun!
Take a look at the image below. You will see there is a spot where you can uncheck:
Show suggested videos when the video finishes
Make sure that is unchecked
You can also block in-stream ads from running on your videos.
You can do this by disabling the monetization tab on your YouTube Channel.
Now back to organic traffic.
There are a couple of tricks you can use when it comes to getting video views and subscribers.
Go to Fiverr and purchase some views or some subscribers. That will at least get you started.
Create a blog network and embed your videos on the blogs.
Create a slide share that talks about your product or service and places the video in the slide share.
There are a lot of ways to get views and subscribers, but do not go overboard. Natural is always best, but it never hurts to give yourself a little push to get started.
Paid Traffic: How To Get Immediate Traffic With Video Ads
Now, let’s talk about my favorite way to immediately drive some qualified traffic to your videos which in turn should produce leads and new customers.
If your video sucks, sorry I can’t help. When you start purchasing ads on YouTube, the content and quality of your video will make a huge difference.
Yesterday I was on the phone with Google going through a couple of our video campaigns (I’m always trying to get one-on-one meeting with them).
He said there are three main problems that they run into all the time.
YouTube advertisers do not:
Create a video specifically for YouTube Ads
They do not target the right audience
Companies do not have a strong Call To Action.
A simple way to structure you video is to follow the sequence below.
Headline (to grab attention)
Identify the Problem
Solution
Strong Call To Action (you need to ask them to do something)
The last step being the most important. I like to call these the “Marketing hy test.”
Nothing bothers me more when a big corporation wastes millions of dollars on bad YouTube Campaigns. Well, actually deep down I like it because it gives the observant a big advantage.
I have seen companies take a video that begins with 10 seconds of disclaimers. Who’s going to watch that?
Skip…
Once your video passes the “Marketing Hy common sense test,” you should be good to proceed.
Here is the other issue:
You can’t expect to get qualified traffic if you do not target the right viewer. I see companies blanket YouTube with their ads and then they wonder why they do not see any results.
You have to identify your target audience and identify your keywords.
For example, when I am running ads I will usually pick two or three demographics per campaign.
Age, Location, and Keyword
Age and Placement
Age and Remarketing
Age, Gender and Placement
I will also double up on the campaign and run one for in-stream ads and one for in-display ads. Here are some results we get for one of our clients. We have produced 65 leads in the last 14 days. You can also see the average cost per view, cost per conversion and our conversion rate. These are all great numbers to have.
Not all target groups are equal, but once you have a long enough testing period you can make the necessary adjustment to maximize your ROI/Conversions.
Remember that everything needs to be tracked. Make sure you have your conversion pixels in place so you know what is working and what is not.
So there you have it, a simple guide/reason why you should be running video marketing ads.
Obviously, we can help and we would love to talk to you on the phone about your video marketing efforts.
We love seeing companies become successful through online video marketing.
We love internet marketing and have executed successful internet marketing campaigns for companies of all different sizes. We want to earn your business.
Thanks for reading the…
How To Create The Perfect YouTube Video Marketing Video Strategy.
