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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Marketing Mastery On Youtube. PRESENTATION: YouTube Ads & Optimization Domination - Given by Manny Rivas, @MannyRivas of @aimClear. #SMX #24A2
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YOUTUBE ADS & OPTIMIZATION DOMINATION
Manny Rivas| @MannyRivas
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX # © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
OVERVIEW
• Creating Killer Marketing Content • Establishing KPIs • Video Marketing Optimization
– Organic – Paid
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX #
CREATING KILLER MARKETING CONTENT
@mannyrivas #SMX
CONTENT IS THE CENTER OF EVERYTHING
www.aimclear.com
@mannyrivas #SMX aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Who? Me?
@mannyrivas #SMX aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Mrs. Las’ Math Class • Engaging • Funny • Relatable • Accessible • Informa>ve
@mannyrivas #SMX aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Manny’s Job in 8th Grade 1. Be cool 2. Learn
Mrs. Las Made My Job Easier!
@mannyrivas #SMX
• Demystify • Serve • Remove barriers
aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
CONTENT NEEDS TO…
@mannyrivas #SMX
VIDEO
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX # © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX # © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Engaging, Funny, Relatable, Accessible, Informa>ve
@mannyrivas #SMX
CASE STUDY: MENTAL FLOSS
• Struggling print magazine (random interesting facts)
• Created weekly YouTube show • Since February 2013 (to Aug. 31, 2014)
– 88 videos – Viewed avg. 921k times
• Comparison: – Wired 1,640 videos since 2005 / average per video
view of 55,700
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
ESTABLISHING KPIS
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
WHAT ARE YOU MEASURING?
@mannyrivas #SMX aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
WHAT ARE YOUR GOALS?
@mannyrivas #SMX
WHAT DETERMINES YOUTUBE SUCCESS?
$$Revenue$$
@mannyrivas #SMX
Goal: Eat soup Tac<c: Fork KPI: high food to mouth ra>o A.K.A Sip-‐Through-‐rate (STR)
@mannyrivas #SMX #
ORGANIC
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
• Title, description & keyword tags • Time spent viewing • Links • Annotation engagement • Comments • Thumbs up/down • Flagging
RANKING FACTORS FOR YOUTUBE
• Favorites • Channel views • Number of embeds • Shares • Playlists • Subscribers • Video age • View count
@mannyrivas #SMX
BUILD RELATIONSHIPS WITH ACTIVE USERS
www.aimclear.com
@mannyrivas #SMX #
SOCIAL DOESN’T = SEO, ENGAGEMENT DOES
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
MINING COMMENT FIELDS • Identify users based on who they are and their interests. • Useful for finding active users
@mannyrivas #SMX
USING GOOGLE SEARCH OPERATORS TO FIND RELEVANT
USERS
www.aimclear.com
@mannyrivas #SMX
FINDING COMMENTS BY VERTICAL OR INTEREST
Comments only
www.aimclear.com
Iden>fying Phrase
Video Theme
@mannyrivas #SMX
FINDING CHANNELS BY VERTICAL OR INTEREST
User channels only
www.aimclear.com
Loca>on
Ver>cal or Interest
@mannyrivas #SMX
KEYWORD RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
KEYWORD RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
PLACEMENT RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
PLACEMENT RESEARCH
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Object based scraper
@mannyrivas #SMX #
PAID
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
IT WOULD BE REMISS NOT TO TEST YOUTUBE ADS
www.aimclear.com
@mannyrivas #SMX
AD UNIT FLAVORS: INDISPLAY (FORMERLY INSEARCH)
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
AD UNIT FLAVORS: INDISPLAY
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
AD UNIT FLAVORS: INSTREAM
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
GETTING SOCIAL IN GDN
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
FIND COMPETITORS WHO HAVE MONETIZATION ENABLED
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
FIND COMPETITORS WHO HAVE MONETIZATION ENABLED
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Target their channel
@mannyrivas #SMX #
(P)RETARGETING
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
REAL-LIFE BIG BOX PRETARGETING
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
• ~25 products that make up a “pregnancy prediction” score.
• Can estimate due date within a small window and send coupons timed to pregnancy stages
• Target knows before you buy the first pack of diapers
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
CREEPY VS. HELPFUL
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
REMARKETING GONE SOCIAL
@mannyrivas #SMX
RETAIN ENGAGED USERS
@mannyrivas #SMX
CRAP IN, CRAP OUT
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
Be tasteful. Be mindful. Be giving. Forge Friendships.
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX #
GUIDING USERS BACK
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
DRIVING USERS TO THE MOTHERSHIP
• TrueView InStream & Non-skippable InStream • CTA overlay ads • External annotations • InVideo display ads
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
CTA OVERLAY
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
EXTERNAL ANNOTATIONS
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
INVIDEO ADS
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
SUMMARY
• Creating Killer Marketing Content – Make your viewer/customers job easier – Needs to demystify, serve & remove barriers – What works for TV doesn’t necessarily work for
online
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
SUMMARY
• Define KPIs – Identify what determines success – Pick the right tool for the job
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
SUMMARY
• Define KPIs – Identify what determines success – Pick the right tool for the job
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
@mannyrivas #SMX
SUMMARY
• Video Marketing – Organic
• Optimize for YouTube & for search engines • Build community & network • Back optimization & advertising with research
– Paid • Know the various ad units available • Become one with how to target your ads • Retarget. Tastefully. • Drive users back to the site
© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.