pay per click + video marketing
TRANSCRIPT
Welcome
Today's topic is
“Pay Per Click + Video Marketing”
What is it and how can it help your campaign!
“ALWAYS REMEMBER RELEVANCE!”
“What it Google's promise? Why is it important to online marketers like us?”
FIRSTLY LETS UNDERSTAND A VERY IMPORTANT POINT
The Google Promise
Remember the ad for Johnson's Baby Wipes?
“I made a promise to my little one that I will protect her always...”
That is Google's promise to it's users. That Google will always take care of it's users by showing the most relevant and high quality results to it's users.
Quality and Relevance
Google works fiercely to deliver on this promise. And many businesses have been literally ruined because they did not fit into Google's guidelines to ensure that
this promise is kept.
So this is probably the MOST important thing to keep in mind when making a campaign in Adwords
Quality and Relevance!
Quality and Relevance!
Quality and Relevance!
Next
Next lets understand:
“What is Video Marketing?”
“What is a Squeeze Page?”
“How does it Boost Conversion Rate?”
What is a Squeeze Page?
What is a Squeeze Page and How Does it Boost Conversions?
THE MARKETING FUNNELIn a non-linear medium like the web, in the case of traditional websites, your visitors can move freely about at their own pace and go down side paths to answer questions they might have at
different points in your conversion conversation.
Forcing them down one and only one path of a squeeze page usually improves conversion rates because they can’t get
distracted
Usual Marketing Funnel of a Squeeze Page
FREE OFFER AND PRE-SALES PITCH
WELCOME AND OPT-IN EMAIL
SALES HAPPENS HERE
Squeeze Page Samples
Visual Samples of Successful Squeeze Pages
www.insiderinvestments.in(15% Conv Rate)
www.insiderinvestments.net(New one, giving me 9% Conversion Rate)
http://speedsqueezepages.com/Claims 23% Lead Conv. Rate from Search Traffic
http://www.squeezetheme.com(Great Squeeze Page Building Tool for Wordpress Sites)
Next - “What is Video Marketing?”
The simplest example of “Marketing WITH Video” is a company adding video to its website to summarize its product.
Here’s an example of “Marketing With Video”. This video is designed to better inform a web visitor about some elements of
a product once they’re on our site.
Created using Animoto.com
Main Rules of Thumb in Video Marketing
Duration and Timing of Value PropositionConnecting with the Audience
Importance of Personal Touch and Humor/Coolness/Wow-Factor
Creating and Maintaining RelevanceAttractive Layout of Website with proper metatags
and some readable text for the GooglebotAnd the Next Level of Video Marketing
(Campaign-based/Adgroup-based scripting)
Examples of Campaign-based/Adgroup-based Video Scripting:
Page with video about your Beds
Page with video about
your dressers
Page with video about your tables
Page with video about your chairs
It Isn't Difficult. Here's How!
1. Using WebCam for a personal message(Click here for Example)
OR
2. Using online video making tools such as StingerVideos / Animoto
(Click Here for Example)
User Experience for PPC + Video
On a website that uses Campaign-based/Adgroup-based Video
Scripting, the user experience for a user who comes through search is equal to none.
Search leads toSearch ResultsUser Clicks on
Ad and reaches atargeted squeeze page
User sees ashort video that isexactly relevantto his/her search
Videos result in144% increasein Conv. Rate
(data fromwww.invodo.com)
Live Case Study - AttanoLearn
AttanoLearn.com is a site for students where video is the main content. So we created a VM strategy as a test to
see if it helps increase conversion rates.
Step 1: A student searches for “Maharashtra science syllabus”
Step 2: The student sees an ad specific to Maharashtra Science Syllabus
Step 3: The student is taken to a page where the top (most viewed) video for Maharashtra science syllabus
is played.
The Result!
289.45% INCREASE IN CONVERSION RATE!
But I am not AttanoLearn
Not all sites have video as the main content. So how do you implement Campaign-based/Adgroup-based scripting?
EASY! Check out:
www.animoto.com
Or
www.StingerVideos.com
You can use these tools to turn your photos, clips and music into video masterpieces.
And you can make as many different copies of them as you want, for each adgroup theme, just like a custom
presentation!
Home Work For You Create a Test Campaign for your company
Create separate adgroups by theme Use Animoto to create a basic video about your company and
products Create copies of that video where the first few slides are customized to the adgroup theme that you are going to use it
for. Create copies of your squeeze page/landing where you then
embed the different versions of the videos. Link the ads of the various adgroups to their appropriate landing
page / squeeze page
SIMPLE!
Thank you for your time
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