YouTube Ads & Immediately Actionable Tactics To Boost Video

YOUTUBE ADS & IMMEDIATELY ACTIONABLE TACTICS TO BOOST VIDEO

Manny Rivas| @MannyRivas

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

YouTube TrueView ads

www.aimclear.com

PROMOTE

BUzzFeeD

Linkedin video ads

StumbleUpon ads

BuzzFeed ads

Facebook PPA & PPSS

Sponsored Tweets

IT WOULD BE REMISS NOT TO TEST

YOUTUBE ADS AS A VIABLE

CHANNEL

www.aimclear.com

Goal: Eat soup

Tactic: Fork

KPI: high food to mouth ratio A.K.A Sip-Through-rate (STR)

@mannyrivas

WHAT DETERMINES YOUTUBE

SUCCESS?

CASE STUDY BACKGROUND

Client:

• Adult continuing education product in a competitive space

• Mainly focused in AdWords and testing YouTube ads

• Already using videos in paid search landing pages to assist conversion

Challenge: Prove YouTube as a profitable sales channel

Advertising Method: Multiple YouTube video ad formats

KPI: Increase conversion volume & decrease CPA

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

CASE STUDY RESULTS

• Average YouTube CPA Reduced by 51%

• Increased average monthly conversion volume

by 120%

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

www.aimclear.com

CHOOSE THE RIGHT PLACE TO

CREATE YOUR ADS

AD UNIT FLAVORS: INSEARCH

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

AD UNIT FLAVORS: INDISPLAY

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

AD UNIT FLAVORS: INSTREAM

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

APRIL SHOWERS BRING

ADWORDS CHANGES

• April 15: TrueView InSearch ads will be

discontinued. (don’t worry) It’s a semantic

change.

• April 22: AdWords will announce new features

that build on enhanced campaigns.

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

SAME TACTICS APPLY

• Search vs. contextual

• Targeted & sticky ad creative

• Ongoing optimization

• Conversion tracking

• Remarketing

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

SAME TACTICS APPLY

• Search vs. contextual

• Targeted & sticky ad creative

• Ongoing optimization

• Conversion tracking

• Remarketing

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

KEYWORD RESEARCH

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

KEYWORD RESEARCH

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

PLACEMENT RESEARCH

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

PLACEMENT RESEARCH

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

Object based scraper

SAME RULES APPLY

• Identify underperformance (at target, ad, settings

levels)

• Shift budget to campaigns which merit the spend

• Audit campaign settings to ensure efficiency

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

MONITOR & LEVERAGE THE

FOLLOWING• Campaign/Ad group structure

• Daily budget

• Creative

• Networks

• Bids

• Position/Ad rank

• Channels/videos/keywords/categories

• Delivery schedule

• Exclusions

• Landing pages

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

• Video campaign spend/performance separated

• 11 Ads per Campaign

• CPA Optimzer not Available

• Not Supported in Adwords Editor

CONS

• TrueView InStream Ad Units

• Remarketing lists

PROS

www.aimclear.com

REMARKETING GONE SOCIAL

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.

CTA OVERLAY

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

EXTERNAL ANNOTATIONS

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

INVIDEO ADS

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

DEADEYE TARGETING

• Search keywords

• Display keywords

• Topics

• Demographic

• Interests

• Remarketing lists

• Placements

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

OWN THE VIEWER EXPERIENCE

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

CPA OPTIMIZER IS YOUR FRIEND

© 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

TAKEAWAYS

• Are you looking for views, engagement or

conversions?

• Create a variety of literal & inferred targets

– View KPIs: InStream & InSlate

– Engagement KPIs: InSearch & InDisplay

• Build remarketing lists to leverage in GDN or

search

TAKEAWAYS

• Create InStream ads in Adwords for Video

• Test the Channel page vs. the watch page

• Target your CPA with Conversion Optimizer

• Optimize for organic search & dilute the CPA

• Adwords for Video works & still has a ways to go