Advice from a YouTube insider on how to creative effective campaigns
YouTube is the top destination for online video. With over a billion viewers around the globe, it's also valuable real estate for marketers looking to get their message out. YouTube Marketing For Dummies shares insight from a former YouTube employee who helped large and small businesses create effective marketing campaigns.
Inside, you'll discover proven game plans for buying advertising, launching a content marketing campaign, building a branded channel and community, and evaluating the results of your work. Plus, you'll find trusted, proven ways to get the most bang for your buck from the internet's #1 destination for video content.
* Create a plan that fits your business needs
* Launch an ad campaign
* Find video creation strategies
* Launch a branded channel
Are you ready to identify, launch, and measure a YouTube marketing campaign? Everything you need is a page away!
Autorentext
Will Eagle spent four years at Google creating brand and marketing strategies that leverage YouTube. He assisted Fortune 500 clients in developing and executing their plans. He has lent his talents to several leading marketing firms and has been a guest lecturer at various universities.
Klappentext
- Explore ad buying, content marketing, and channels
- Build a marketing campaign that works for your business
- Evaluate your results and adapt for success
Get your message viewed by millions
All eyes are on your message when you know how to market effectively on YouTube! But this highly valuable yet complex medium can be a bit intimidating. Fear notthis book is written for you, the marketer. Whether you're part of a major marketing department or an entrepreneur who wears every hat, here's what you need to know to plan your YouTube marketing campaign, navigate the various advertising options, develop a content strategy to support your goals, and measure your success. You'll even get advice on making that video!
Inside...
- Ways to use YouTube
- How to target your audience
- Tips for developing your ad campaign
- What goes into content strategy
- Nuts and bolts of making videos
- Techniques for measuring success
- When to call on an expert
Zusammenfassung
Advice from a YouTube insider on how to creative effective campaigns
YouTube is the top destination for online video. With over a billion viewers around the globe, it's also valuable real estate for marketers looking to get their message out. YouTube Marketing For Dummies shares insight from a former YouTube employee who helped large and small businesses create effective marketing campaigns.
Inside, you'll discover proven game plans for buying advertising, launching a content marketing campaign, building a branded channel and community, and evaluating the results of your work. Plus, you'll find trusted, proven ways to get the most bang for your buck from the internet's #1 destination for video content.
- Create a plan that fits your business needs
- Launch an ad campaign
- Find video creation strategies
- Launch a branded channel
Are you ready to identify, launch, and measure a YouTube marketing campaign? Everything you need is a page away!
Inhalt
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 3
Where to Go from Here 4
Part 1: Getting Started with YouTube Marketing 5
Chapter 1: YouTube in the Marketing Mix 7
YouTube Is Important for Marketers 7
YouTube is big and growing fast 8
The benefits of YouTube's big data 8
YouTube's place in your marketing mix 9
Using YouTube in Marketing 10
Advertising versus content marketing 10
Picking a lane 11
The Secret Formula for YouTube Success 12
Creating a brief to reach the right people 12
Harnessing the power of video ads 13
Developing your content strategy 13
Making great videos 14
Mastering YouTube management 14
Measuring success 15
Chapter 2: Using YouTube for Your Business 17
Capturing All Your Business Challenges 17
Defining Your Campaign Type 19
Brand awareness and reach 21
Brand and product consideration 22
Engagement 22
Conversion 23
Loyalty and advocacy 25
Determining Your Budget for Media and Production 27
Breaking down your annual budget 28
Taking the 70/20/10 approach 28
Calculating your production budget 28
Setting your media budget 29
The Necessary Nature of the Brief 30
Developing the Key Components of a YouTube Brief 31
About the campaign 31
Campaign or initiative's needs 32
Deliverables and considerations 33
Chapter 3: Targeting Your Audience 35
Creating a Picture of Your Target Audience 35
Gaining Insights into Your Audience 37
Insights 38
Dove's Campaign for Real Beauty 39
Developing Audience Insights 40
The Four C Framework for Insights 41
Consumer 41
Category 42
Competitor 43
Culture 43
The Best Tools and Resources for Insights 44
Trending on YouTube 45
Google Trends 47
Google Surveys 52
Social media and comments 56
Part 2: Advertising Campaigns on YouTube 57
Chapter 4: Advertising Formats 59
YouTube's Ad Format Offerings 59
Display ads 60
Image ads 61
Skippable video ads 62
Nonskippable video ads 65
Midroll ads 66
Bumper ads 66
The YouTube Masthead 68
Google Preferred 69
The Google Display Network 70
Being Aware of the Ad Policy 71
Prohibited content 72
Prohibited practices 72
Restricted content 73
Editorial and technical quality standards 74
Chapter 5: Developing Your Ad Strategy 75
Developing Your Marketing Messages 75
Discovering Micro-Moments 76
I want to know moments 78
I want to do moments 79
I want to buy moments 80
I want to go moments 80
Buying Paid Media 81
Doing it yourself 82
Using a media agency 83
Exploring Pricing Models 84
Cost per thousand (CPM) 84
Cost per view (CPV) 86
Cost per acquisition (CPA) 87
Placing Your Media Buy 88
Auction 88
Reserve 90
Scheduling Campaigns 91
Chapter 6: Ad Creative Fundamentals 93
YouTube Is Not TV 93
The story arc of a TV spot 94
The story arc of a YouTube ad 95
Gathering Your Marketing Essentials 96
Your messages 96
Your brand assets...