YouTube Ads & Optimization Domination By Manny Rivas

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.

[email protected]  

@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

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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!  

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• Demystify • Serve • Remove barriers

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

CONTENT NEEDS TO…

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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?

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WHAT DETERMINES YOUTUBE SUCCESS?

$$Revenue$$  

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Goal:  Eat  soup    Tac<c:  Fork    KPI:  high  food  to  mouth  ra>o  A.K.A  Sip-­‐Through-­‐rate  (STR)  

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ORGANIC

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

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•  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

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BUILD RELATIONSHIPS WITH ACTIVE USERS

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SOCIAL DOESN’T = SEO, ENGAGEMENT DOES

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

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MINING COMMENT FIELDS •  Identify users based on who they are and their interests. •  Useful for finding active users

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USING GOOGLE SEARCH OPERATORS TO FIND RELEVANT

USERS

www.aimclear.com

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FINDING COMMENTS BY VERTICAL OR INTEREST

Comments only

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Iden>fying  Phrase  

Video  Theme  

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FINDING CHANNELS BY VERTICAL OR INTEREST

User channels only

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Loca>on  

Ver>cal  or  Interest  

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KEYWORD RESEARCH

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

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KEYWORD RESEARCH

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

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PLACEMENT RESEARCH

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

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PLACEMENT RESEARCH

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

Object based scraper

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PAID

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

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IT WOULD BE REMISS NOT TO TEST YOUTUBE ADS

www.aimclear.com

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AD UNIT FLAVORS: INDISPLAY (FORMERLY INSEARCH)

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

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AD UNIT FLAVORS: INDISPLAY

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

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AD UNIT FLAVORS: INSTREAM

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

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GETTING SOCIAL IN GDN

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

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FIND COMPETITORS WHO HAVE MONETIZATION ENABLED

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

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FIND COMPETITORS WHO HAVE MONETIZATION ENABLED

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

Target  their  channel  

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(P)RETARGETING

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

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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.

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REMARKETING GONE SOCIAL

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RETAIN ENGAGED USERS

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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.

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GUIDING USERS BACK

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

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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.

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EXTERNAL ANNOTATIONS

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

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INVIDEO ADS

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

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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.