YouTube wants to turn video ads on its platform into a DIY possibility for small – and medium – sized businesses. This is a good thing. I just can’t wait for the day when they allow video ads on the main search engine. This is a prediction of mine and let’s cross our fingers that it comes true.
Just Today, Google is launching three ways for SMBs to create video ads for YouTube that are—at least for the most part—free. With a new app called YouTube Director, the video juggernaut is helping businesses with little or no marketing budget create commercials on their own. Check out their video here.
What does this mean for us?
I have noticed YouTube and Google putting a lot of attention on Video Advertising. Running YouTube video ads is still a mystery and take a lot of work to get the right ROI. We love YouTube ads, but have seen too many small businesses blow their budget because of lack of transparency on YouTube’s side.
The advertising platform is not as friendly as the adwords search platform. I will talk more about this later.
On to the app.
Well if you have an apple device, don’t ask me why they didn’t do it for android first, you can download the YouTube director app and start to shoot video.
The app includes a number of templates, music and editing tools and is free to use.
Here is an example of a video shot with the new YouTube Director App. This is a simple video but it is very effective.
According to Diya Jolly, Google’s director of product management, the biggest struggle smaller businesses face on YouTube is the lack of quality of their videos.
“The reason we did this is because we believe, obviously, that video is becoming a more and more important medium on the internet,” Jolly said in an interview. “And today what we see is we have a lot of big brands being able to advertise on video because they have the resources for a video campaign, and while we have SMBs, we see that the quality of the video isn’t as high.”
Here is some simple advice on using the YouTube Director App.
Create a script before you start to shoot.
Map out your ideas
Practice in front of the camera
Smile…You may feel a little cheesy but smiling goes a long way
I am serious about the smiling thing.
Over the coming weeks I am going to shoot a couple of videos using the YouTube Director App. I will then post those videos and teach you all how to run YouTube ads the right way.
Are you running youtube ads? Have you failed at running youtube ads? Either way, you should be running videos ads.
I wish I could say that is will cost you a couple hundred dollars to test the market, but that would be a flawed philosophy.
Why do I say this?
Because this last week I spoke at the Affiliate Summit Conference in New York. Everyone seemed to try YouTube ads, but they could not get them to work.
They were not spending enough and most of them did not follow the rules of YouTube Ads. So I am going to give you 5 simple steps to running YouTube ads.
I do not have a lot of time to write this so it is going to be short and sweet. 🙂
1. The Video
Make sure your video is created for the YouTube in-stream platform. First entertain, then educate. A simple formula that will keep your audience engaged.
2. Associate your website with your YouTube channel
Treat your YouTube page as an extension of you website or brand. Make sure you have linked your channel, use annotations, and YouTube cards. I have created tutorial videos on how to do this. You can find them by clicking on the link below.
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.
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.
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.
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.
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.
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New YouTube Interactive Video and Why I Am My Own Best Customer.