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How to Use YouTube for Online Marketing Success

Presented on September 19, 2013

During this webinar, Search Mojo’s Tad Miller and Blaine Anderson will show you how you can get the most from your video content by leveraging everything YouTube has to offer, such as YouTube Advertising, and how to improve your website’s natural search rankings with YouTube videos.

Presenters: Tad Miller, Vice President of Accounts, Search Mojo and Blaine Anderson, Jr. Account Manager, Search Mojo.

Kari:

Thank you for coming to today’s webinar, Leverage YouTube for Online Marketing Success. I’m Kari Rippetoe, Content Marketing Manager at Search Mojo, and I’ll be serving as your moderator for today’s webinar. Before we get started I just have a few reminders for you. Firstly, a recording of this webinar will be made available to everyone who registered and will be sent via email by Monday at the latest. Secondly, there will be a Q and A at the end of today’s webinar, so if you have any questions for our presenters, please enter them in the go-to webinar questions box at the right of your screen. Finally, we encourage you to tweet about today’s presentation using the hash tag #mojowebinar. Plus, you can also follow us on Twitter, @searchmojo.

Today’s presenters are Tad Miller, Vice President of Accounts at Search Mojo, and Blaine Anderson, Junior Account Manager at Search Mojo. Tad Miller works directly with clients to manage and execute their search engine optimization, pay-per-click advertising and online marketing strategies. Tad has a broad spectrum of search marketing experience in working with Fortune 500 insurance companies, pharmaceutical companies, OEM automotive manufacturers and small, start-up online businesses to significantly improve their natural search engine rankings. Tad has also managed over $35 million of search marketing budgets for clients with a proven record in conversion optimization through strategic bid management, budget reallocation and landing page design and testing.

Blaine Anderson is a graduate of James Madison University with a degree in marketing. Blaine has previously managed Google AdWords campaigns for a political fundraising firm, as well as participated in the Google online marketing challenge while at JMU. Blaine is a Bing Ads accredited professional and is individually qualified in both Google AdWords and Google Analytics.

Search Mojo was founded in 2005 and specializes in all things search marketing, including SEO, pay-per-click, social media advertising, online reputation management and content marketing. Search Mojo is headquartered in Charlottesville, Virginia, and we also have an office in Charleston, South Carolina. We’ve been featured in several marketing publications and blogs, and we also speak at several conferences including SMX, Marketing Props B-to-B, and Pub Con. Our clients include a variety of B-to-B and consumer brands, non-profit organizations and educational institutions. And now Blaine is going to kick things off with YouTube advertising. Blaine?/p>

Blaine:

Thanks, Kari. I’m going to cover how to integrate YouTube videos into your PPC strategy using Google AdWords for video. But first, why should you care? 800 million people visit YouTube worldwide every month. Chances are, your target market is in that 800 million people. By connecting your YouTube channel with your AdWords account, you open up new avenues to reach your target market by promoting your videos as ads and managing their success within the AdWords interface.

One thing to keep in mind, though, is that your conversion funnel is on your website and there are no conversion actions available on YouTube. You will still have to rely on other marketing tactics to convert someone from a YouTube viewer to a customer. What you can use video ads for is supplementing your product or service by showing them how to use it or how are the benefits of having it. You can also use video ads to grab the attention of people who have never heard of you before, and once you have their attention you can maintain top-of-mind awareness so that when they think of your industry, they think of you.

Since there are no conversations, how do you measure the success of your campaigns? Well, Google AdWords for video keeps track of a lot of different metrics for you. But today I’m going to highlight four metrics that I think are key. The first is a view. This is the number of times that people have watched your video as an ad. It’s the most basic form of engagement. If your videos have a lot of views then it means that they’re interested enough that people want to watch them. Even better is a follow- on view. This is the number of times that people have watched your video as an ad and then immediately watched more videos from your channel. This is a good measure of engagement because it shows that your videos are relevant enough that people want to see more of them after watching the first one.

Next is a follow-on subscribe. This is the number of times that someone has watched your ad and then immediately subscribed to your channel. This is another great measure of engagement because it shows that people liked your content so much that they knew that they wanted to see more of it going forward on a regular basis. Last is my personal favorite, the website click. This is the number of times that someone has watched your video as an ad and clicked through to your website in some way. I say it’s my favorite because your conversion funnel is on your website, and if your videos are getting people to your website, then they’re doing a great job of communicating who you are and what you have to offer. Now as a visual aid to see how these metrics are calculated, imagine I saw an ad for this video from KEXP radio. I click on the ad and begin watching the video. As soon as I start watching, a view is registered. Now after the video, if I want to see more videos from KEXP I can go to the suggested video list on the side and click on one of their other videos. That gives them a follow-on view. If that first video was enough that I knew I wanted to subscribe, I can click the subscribe button and that will give them a follow-on subscribe. And last, if I want to check out their website, I can click on the link in their description and they’ll get a website click.

That’s not the only way to get website clicks, though. You can also use a call-to-action overlay. A call-to-action overlay is a text ad that you create within the AdWords interface that gets laid over top of your video ad as it’s playing. If a viewer clicks on the call-to-action overlay, they’re taken to whatever destination URL that you have set up. Now that you’re familiar with what Google AdWords for video is, I’m going to go through the different types of video ads you can use.

First is the in-stream ad. These are ads that play before a video that a viewer has selected to watch. Viewers can skip these videos after five seconds, so you only have five seconds to grab the viewer’s attention and convince them to keep watching. Use these videos as bait. Make them quick, engaging, something that will spark their interest so that if they click on the video as it’s playing they’ll be taken to your website and you’ll get a website click. You can also use these videos for branding and awareness.

Next is the in-display ad. These ads show up on the top of the list of suggested videos on the right hand side of a YouTube page. These are great for finding people who may not know you but they’re interested in what you have to offer. In the example here, the video being watched is about how to string an acoustic guitar. The person watching this video happens to be a do-it- yourself musician, someone who likes hands-on projects with musical equipment. On the side they see an ad for a video on how to build their own road case. It sounds interesting to them so they click it, watch the video, discover that the company who made the video sells all the hardware needed to get the job done, so they go to the website, fill up a shopping cart, and before they know it they have a new project for the weekend.

Last are in-search ads. These ads show up in YouTube search results. If you know people are searching for you and what you have to offer, then advertise on it. You want to everything in your power to make sure they find you and not a competitor. Like this example here where I search for Pepsi and at the time of the search the only ad I saw was for Coke. If you’d like to go on the offensive and advertise on your competitors name, then go for it. There are no restrictions against that.

Along with these new ad formats come a lot of newer marketing options. By connecting your YouTube channel with your AdWords account, you gain the ability to create marketing lists based on how people interact with your channel. You can set up lists for subscribers, unsubscribers, people who have viewed certain videos and people who have viewed your channel page. The list goes on. Out of these new options three strategies naturally flow.

One strategy is to remarket to YouTube viewers with YouTube ads. This could be used for a series of consecutive videos. Let’s say you publish video one, set up a remarketing list to capture all of those viewers, and then a month later when video two gets released, you can remarket that video to them to make sure they continue with the series. This could also be used for a charity or a non-profit, where in video one they highlight the issue that they’re trying to solve and then in video two they encourage people to go to the website and donate to the cause or spend a weekend volunteering.

Another strategy you could try is remarketing to website visitors with YouTube ads. This could be used for an ecommerce or retail brand. Imagine that someone goes to your website, looks at a couple of products, but never makes a purchase. If you have a remarketing list set up for those product pages, you can then show them videos highlighting how to use them or the benefits of being a customer. And if they’re not ready to make a purchase yet, you can maintain that top-of-mind awareness so that when they are ready they can come to you first.

And the last strategy you could try is remarketing to YouTube viewers with AdWords ads. This could be used in a similar way as the previous strategy. If someone goes to your YouTube channel and watches a video about the service that you offer, you can then promote that service to them through the Google display network, encouraging them to come to your site and request a quote. And again, if they’re not quite ready for that, you’re still maintaining that top-of-mind awareness so that when they are ready they’ll come to you. Now that I’ve covered how to integrate YouTube videos into your PPC strategy, I’m going to hand it off to Tad who’s going to talk about how integrate YouTube videos into your SEO strategy. Tad?/p>

Tad:

Thanks, Blaine. Let’s get started about talking about how YouTube can help you improve your site’s SEO. There is a lot of talk about how engagement could possibly be a ranking factor to Google or even Bing. Google is intentionally vague about what they do with the Chrome browser bar in determining if sites should rank high or not. The reason I think Google’s intentionally quiet about this is if Google were to really elaborate on how user engagement with a website impacts its algorithm, it’s pretty obvious that black hats would probably start artificially automating site traffic to mimic what Google would consider ‘good’ and probably attempt to game that algorithm.

User engagement really matters. It matters to customers and search engines. And getting eyes on the page is important but perhaps more important to your business is keeping the eyes on the page and keeping that customer engaged. The worst thing that I think can happen is when a website visitor clicks through from search results and immediately goes back to Google search results to find something better. Studies say – from Com Score – that customers will stay an average of two minutes longer on your site if it contains a video. And I think that’s a great way to combat that. And why not use a free platform like YouTube? And additionally, people need to stay on your site in order to buy on your site. Google and Bing can get you found but your website has to be engaging enough to deliver the results that your customers are looking for and for you to succeed.

Let’s talk about the likelihood of video on your website ranking. It’s a pretty old study, but it’s the only one that we really have at our disposal. In 2009 Forrester found that pages with videos on them were 53 percent more likely to have top ten rankings than just plain text pages. And a recent study by SEO Moz also said that pages with videos on them are three times more likely to attract inbound links from other websites. Links still are the major determining factor in how a site ranks.

Let’s talk about what kind of videos typically rank in search engines. Google’s universal search results really favor informational videos that answer informational search queries. There are three different query types that Google looks at: informational; navigational, which is typing in search-mojo.com into a browser bar; or transactional, things like where to buy an LG TV. A recent study by Aim Clear found that 84 percent of the time when Google delivers video search results in universal search they are for informational web queries.

Let’s talk about how to make your video more informational. You can use titles, tags and descriptions that contain phrases like ‘how to’, ‘what is’, ‘a comparison’, ‘versus’, or ‘reviews’. How- to videos seem to really get the most traction in universal search results, and editing your titles, your YouTube tags, to match that informational query intent is the way to optimize to the informational search.

Let’s talk about a parallel video strategy. Most people think of YouTube.com as its own channel, but YouTube gives you the ability to imbed its videos on your website. The conversion actions for your business are on your website, not on YouTube. You need to find a way to try and keep your video traffic in your conversion funnel, not just YouTube. Let’s go back and do that slide all over again.

Let’s talk about a parallel video strategy. We work with clients all time who think that YouTube is just its own separate channel. They don’t really think of putting YouTube videos on their product and services pages. And we believe that’s absolutely what you should do. YouTube videos are embeddable on your website and it’s a free hosting platform for your video. Conversion actions are on your website, they’re not on YouTube, so trying to keep that video traffic in your conversion funnel is key to making business, making revenue.

Go back. Let’s talk about a parallel video strategy. You can have your cake and eat it too in these situations. If you put videos on your website and your YouTube channel you can benefit in both areas. YouTube videos are embeddable on your website, and we absolutely recommend you doing that on your product and service pages where it’s appropriate. Conversion actions are on your website, not on YouTube. If you try and keep your video traffic in your conversion funnel, in your website, you’re going to be a successful business. So here’s how to make it work. Use an XML video site map. Mark up your embeddable YouTube videos with rich snippets. We use either video schema markup or Facebook open graph tags.

Let’s get into the details. You have to create an XML video site map. Google search robots aren’t really smart enough to determine if the code on your pages contains videos or not, and you have to clue them in with creation of a video site map. Things they’re looking for on there: the location of the videos, the video player, the video thumbnail image, the title of the video and the description of the video. I’ve got a few examples here on the page.

Once you create that XML video site map, you need to upload it to Google web master tools. Then you have to give Google a way to verify that the video is actually there. They’re not going to take your word for it with just the XML site map. You also need to put some markup code on your YouTube videos. And we use, as I mentioned earlier, video schema markup or Facebook open graph tags. We use video schema for imbedded video on a page. That’s video without a pop-up. We’ve also found that video schema markup doesn’t tend to work when YouTube videos are played in a pop-up or video overlay on a page. We use Facebook open graph video tags in those situations. It’s a great work around for when the video is in a flashier interface like an overlay. And it’s asking for the same type of things: the url where the video is housed, the title of the video, the description of the video, image for the thumbnail, and the url of the video file. All of those are required pieces of Facebook open graph video tags.

And here’s one of the greatest benefits of doing this kind of markup in combination with the XML site map. You can get a video thumbnail on your search engine results. You can see an example we’ve got for one of our service pages for LinkedIn advertising. Studies have found that search results with video thumbnails have a 41 percent better click through rate than text search results without the video thumbnail.

And lastly, let’s get into a case study of just what kind of results using these tactics can have on your website. We had a company called PetroChem Intl that was a client that had videos on their page but didn’t have an XML video site map and they didn’t have any kind of video schema markup or Facebook open graph tagging on there. We made those changes. We added a video site map to web master tools and we did video schema markup on all those pages that had the videos on them already. And immediately we saw a significant change. Within 30 days we had a 335 percent improvement in organic traffic to those pages with the videos on them and we got five out of those ten pages ranked in the top ten for the key word we were going after. Within 80 days of making that change, we had an 889 percent improvement in organic search traffic to those pages and nine out of the ten pages where the videos were located had top ten rankings for the key words that we were looking to be ranked on. You can see to the right there were some pretty significant traffic differences.

Kari:

Okay. Great. Thanks, Tad. And before we get to some Q and A, I just wanted to let you know about our next webinar, which I will be presenting and that will be three weeks from now, not our normal two weeks. That will be called Breaking Down the Buy-in Barrier for B-to-B Content Marketing. I’m going to be going through how B-to-B companies can get buy-in for content marketing programs, which that can be difficult at times. That will be three weeks from today on October 10 at 2:00 p.m. Eastern, and you can register today for that webinar at search-mojo.com/b2bcontent.

And if you’re interested in advertising through YouTube or optimizing your videos for search, then you can get into contact with us to assist you with that. And Sean McCusty’s contact information is shown here. And here is the social media information to connect with today’s presenters, Tad Miller and Blaine Anderson, and also to connect with Search Mojo. And now let’s get to some questions.