youtube ads 101 for startups. how to tune adwords for your growth needs
TRANSCRIPT
Youtube Ads
Why’s People are already there
Your rivals not (well, few of them) Explain thru video
Announce Broadcast & inform
Compare Engage the audience Make them convert
Reserved and auction buying (AdWords). CPV / CPM
CPM > big brands with honey $. Display network > gallery > video
ads > placementCPV > video campaigns for
everyone
Type of ads :prerollsdisplay‘search’
Type of ads :prerollsdisplay‘search’
Ads to choose from
It’s all about the behavior. Differences from PPC and tips for in-housers
• Non-search behaviour mostly (in-search is not the same)
• Disruptive experience. Ad blocks & non-skipable
• Context and ‘explosive’ news. Cheap ~ weird
• One ad place and no second ad position (overkill!)
• No ‘extensions’ (CTA, Cards, Annotations, Banners)
• Vague quality score (ad rank) – no one knows how it works!
• Own place in the decision making process
• More…
Goal :Conversions < Subscribers, sales & leads etc
KPI :CPA (target CPA has to be discussed, preferably long
lasting projects to ensure enough time for observation and optimization)
Channel subscriptions (CPS, preferably long lasting projects)
Goal :Coverage < Views, Impressions, View/cookie, social metrics
(?)KPI :
View Rate (short term projects, < 2 weeks)CPV. Cheapest unique views (1,3 frequency per cookie)
Tailor your message
Targets. Paying for content, placements or audiences :
Keywords• Don’t think search. We need context• Don’t use AdWords Keyword Planner only. Keywordtool.io is cool• Analyze other vids’ descriptions and tags. Check the page source
Page source
Audiences : predefined (2 types) + custom built
Custom affinity
Retargeting
Settings
Proposed targeting (proposed budget allocation in %) – PetStore X
Age groups :
• 25 – 34 (65%)• 35 – 55 (35%)
Genders:
• F (90%)• M (10%)
Geo:
• USA (100%) Topics :• Pet Food & Supplies
• Cats• DogsInterests :
• Dog Lovers• Cat Lovers
Keyword topics :Pet nutritionPet groomingPet training
Pet carePet fashion
Pet costumeToys for dogsToys for cats
Flea collars (?)+
Crosstargeting is often used, keywords overlaid with audiences (example)
Retargeting :• Past viewers – (minus) converted users
• Past website visitors viewers – (minus) converted users• Existing blog audiences viewers – (minus) converted users
Custom affinities (custom built audiences in Adwords targeted to specific groups of Youtube users:
Pet nutritionPet groomingPet training
Pet care+
popular websites like :www.onlynaturalpet.com
www.petsmart.comcommunity.petco.com
www.hillspet.com
Case #1
Goal : Reach RV fansGeo : AU only
Budget ~ 7k A$Views per cookie 1.1
CPV ~ 0.06 A$Views – 117000
View Rate ~ 36% (KPI)
Case #2
Brand : X / Major online streaming platformGoal : Reach C-Kan fans
Geo : USBudget : 20k $
Views per cookie 1.4CPV ~ 0.04 $
Views – 496000View Rate ~ 18%CTR ~ 21% (KPI)
Few ideas : CTR doesn’t go with VRLonger means better
Link everything before you startMake lists (30 days span)
Measure (Youtube Analytics & howmanyshares)Use sequential retargeting
Think.
Where to start. Trends. Big data. Live Streaming. VR. 360. Miscellaneous
• Trends : snapchat, instagram, periscope, facebook . . .• Live Streaming + ads. Periscope. Facebook Live. Youtube Live. Twitch?
• VR apps & ads (who knows?)• 360 Degrees. Yes, you can run such an ad. Make sure to show the handles
• Big Data & video
[email protected]/in/ievgenishchuk
Q ?
Questions?