YouTube Ads Video Blueprint
|Step 1: Research Video Niches
|Step 2: Record Your Video||Page ?|
|Step 3: Create Your Landing Page
|Step 4: Set Up Your YouTube Channel||Page ?|
|Step 5: Set Up Your Adwords Video Campaign
|Step 6: Analyse Your Campaign Results|
It's no secret that online video is growing at an amazing rate with over 4 billion video views every day. So it makes sense to use You tube as a perfect opportunity to connect with your audience via videos.
Here are some stats:
You tube is now the 2nd largest search engine and the 3rd most visited site worldwide.
1 billion people across the world visit you tube every single month
100 hours of video are uploaded every 60 seconds to you tube
So there's no doubt your targeted audience is on you tube and this provides you with the perfect opportunity to promote your offer or solution via relevant informative video information.
You can use You tube for:
list building – to capture name and email address
lead generation – to capture name, email and also address and/or telephone numbers for leads
sales – for sales page conversions
Once visitors watch your video and click through on the link they will then arrive on your landing page. After they complete their details you can then direct them to your offer.
This is a perfect way to market your product or service via video using PPC advertising.
So let's take a closer look at how you can put this together:
STEP 1: Research Video Niches
The first thing you need to do is research and find videos in your niche. You want to find videos with high daily views and lots of healthy engagement.
This is important because you are going to use the successful elements of these videos to create your own videos.
The idea is to find videos with high daily views and lots of engagement.
The next step is for you to watch videos from your search to see which elements of the video are likely to be making it so popular. For example in this case it might be that there is a step-by-step instruction or tutorial which helps people. It could be a repeated message or solution to a problem or it could be an aspect of addressing a need, want or desire.
In any niche it will often be the case that certain aspects of the video are repeated that draw in the viewer and keeps their attention.
These are the elements you will want to identify in your video research.
It's important that you do not miss out this key stage of video research otherwise all your efforts from this point on may well prove fruitless.
If you want to drastically cut down the time and effort then take a look at our #[Video Researcher] software to see how much quicker and easier this research becomes using this tool. Literally hours can be saved enabling you to get on with setting up your campaign.
The software works by researching videos, keywords and niches and returns only those videos that are relevant to your search. All you need to do is select which videos to use in your campaigns.
Next you will take these elements and apply them to your own video. Do not copy material as this is plagiarism. Rather adapt and put your own spin on it. If for example it is a quick tutorial you can record your own tutorial on the same subject. The idea is to recreate the element that is making the video a success.
Once you have identified these elements it's then time for you to create the images, text/slides that you are going to use in your video.
If you don't want to create these yourself you can easily outsource them to a great resource such as Fiverr.com. There are hundreds of people on Fiverr who will create images or slides for you and even a voiceover for just $5 – so if you don't want to create these yourself it is a very affordable option for you.
STEP 2: Record Your Video
The next step is to record your video.
There are many video softwares out there that you can use to record your video. However, many will require a learning curve before you can even start to record a video.
Another option for you is to use our video recording software #[1 Click Video Creator]. Why? Because this software tool allows you to insert your text and images and select from 130 templates to create your video in less than a minute! There's no technical knowledge required, no jargon and no learning curve. This makes a complete breeze in what otherwise might seem a daunting task but it really is that simple!
And, if you're not happy with the outcome it takes just seconds to edit your video.
You can also access our freelancers service at http://www.10dollartools.com/hire-freelancers.html. This facility offers you the option of hiring your own video editor to create a complete video or animation for you. Simple, quick and hassle free.
You also have the option of hiring a professional green screen presenter for your video. Simply provide a short script and the presenter will record a video of that script for you. You end up with a unique promotional video at an extremely affordable price! Again you can access this service at http://www.10dollartools.com/hire-freelancers.html.
When recording your video keep in mind a few simple rules you should follow when using the software to create your videos:
When recording your video it's important to remember that you want entice people to click on your ad so it's very important to record your ad following a particular format outlined as follows.
Ideally your video should be 30 – 45 seconds in length (1 minute) maximum.
Start by asking a question based on the result a view wants or empathize with a problem they likely have (5 seconds)
Next add credibility about who you are and why they should listen to you.If appropriate add a brief but strong statement about what you've achieved and how you can help them or give them. (10 – 20 seconds)
Give them more details about what to expect and ideally add include here an image in the video of the landing page they will arrive at after clicking on the link in the video. (This has proven to hugely increase conversions). (10 – 20 seconds)
Give them a call to action by telling them to click on the link in your video. Remind them about what they will get and the benefits. Finally repeat the call to action.
NB. Allow at least 4 or 5 seconds at the video to give them time to click on the link before the video closes.
Now that may seem a lot but it really isn't and we have provided an example script below that you can use as a template.
You can take this template and adapt it to your own product or service.
Be sure to add screen shots as described above to show your product and the landing page they will arrive at once they click on your link.
Remember to leave enough time at the end of the video to allow the viewer time to click on the link.
“How would you like to sell hundreds of t-shirts a week on TeeSpring instead of just 1, 2 or even none?
Hi, I'm Chris X and I am considered one of the top internet marketers.
I want to give you the exact blueprint to the step-by-step system I've created that has generated over $500K in t-shirts in the last 6 months.
Click the link in this video and head over to my website to download my blueprint system while it's still available.
If you visit my website today I'll also give you a bonus coaching video that will get you started in the next 24 hours.
So click on the link in this video and I'll see you on the other side”
STEP 3: Create Your Landing Page
So the next step is to create your landing page and there are a few points to be considered when creating them:
Landing pages should be very simple and not complicated. The aim is to get the name and email address of the viewer to add to your list. So it's important that they are not distracted by other aspects on the page. So bear this in mind when creating landing pages. Once you have their email address you can at a later stage email them with other information but for now we just want to capture their name and email address.
NB: Once viewers have entered their details into the landing page they should be directed to your website. This is essential if Google are to approve your ad as they want all landing pages to link to a site with relevant information.
They should be directed to a page on your website where they can download your offer, bonus or product that you featured in your video.
It's important to note that your website should contain links at the bottom of each page to your:
– Contact information
– Privacy Terms
– Terms of service
In addition there should be some basic content on your site about who you are and what you do so ideally a 2 or 3 page website.
If you don't already have a website you can Google website software that you can use for free such as WordPress. They are very easy to use and you can set up a website with content in less than an hour.
Then all you need to do is set up a page to feature your video offering.
Ideally, you should use a landing page specifically for videos such as our [1 Click Video Pages] software. This does all the work for you allowing you to easily create landing pages that are PC/Mac & Tablet friendly. In addition you can choose from 12+ landing page designs to match your campaign perfectly. Not only are our landing pages fast and easy to create they are proven to convert.
STEP 4: Set Up Your YouTube Channel
If you don't already have a You tube account you will need to set one up.
Go to youtube.com to create your new channel use the same email address and password that you use for your Google Adwords account.
When setting up your Channel name you can either use your own name which is ideal if you want to brand yourself or you can choose to use a generic name appropriate to your niche. If you are going to be recording videos in different niches it is probably better to use your own name or a generic non specific niche name.
Next you need to make sure that you link your You tube Channel with Adwords before you set up your campaigns:
1) Log in to your You tube account
2) Click on the ‘Your Profile in the top right corner and then click on Creator Studio:
Next on the left side of the screen click on the ‘Channel' link and from that drop down click on the ‘Advanced' link.
Next click on the ‘Link An Adwords Account' link and you will be taken here:
1) Sign into your Adwords account.
2) Copy your Customer ID that will be displayed in the top right of the screen once you log in.
3) Paste your Customer ID number into the box below.
Finally, click the ‘Next' button and give a name to your account.
Once you have completed these steps your Adwords account will then be linked to your You tube Channel.
Next you will need to configure your video:
Once you have uploaded your video to your Channel you will need to configure the settings in the “Info and Settings” tab.
1) Leave the Video as ‘Unlisted'
2) Enter the title for your Video
Under the ‘Advanced' settings tab leave all the boxes unchecked except for ‘Allow Embedding' which you can leave checked.
Select your “Category” from the dropdown menu.
Don't forget to Save your changes.
STEP 5: Set Up Your Adwords Video Campaign
Next it's time to set up your Adwords video campaign.
So log into your Google Adwords account and select “Online Video” from the “Campaign” drop menu.
1 Give your campaign a name so that you will be easily able to recognise what it relates to when you return to check how your ad is performing and whether it is a keyword or placement campaign.
2 Set your daily budget anywhere between $5 and $25 depending on the budget you have to spend.
3 Uncheck the boxes with You tube Search and the Display network as you only want to run your videos on You tube
4 Select the countries where you wish for your video to appear. We suggest USA, Canada & UK when starting out. You can expand this later to other English speaking countries if you wish.
Note: if you are targeting locally you can also select by city or state or zip code.
5 Leave language as English
6 Enter the You tube url of your video
Once you have entered the url your video will appear:
Check the In-Stream box.
Enter your display url in this example we are using Remixable.com You will also need to enter your destination url which is where viewers will arrive once they click on your display url. This would usually be your landing page so the url might be different or if they are going straight to your website then it will be the same as your display url.
Remember to scroll to the bottom of the page and hit the ‘Save and Continue' button. You will also have the option of scheduling your ads at this point if you don't want them to run immediately.
Then you will arrive at the bidding and targeting page:
1 Name your targeting group
2 Enter your cost per view – we recommend a low budget but high bid so set your bid at the higher end. Even if your budget is set at $5 be sure to set your bid competitively.
3. Leave the Targeting Demographic section as it is when you are setting up your first campaigns unless you know specifically what they are.
3. Next click on the “Narrow your targeting” tab and select “Keywords” because for this campaign we are targeting keywords. If you were targeting Placements then you would select that option.
4 Enter your keywords into the keyword box. Other related keywords will appear below for you to select from if you wish.
Once you've entered your keywords click on the “add all” link and your keywords will be entered into the “Selected keywords” box.
Next click the “Done” button.
On the next screen scroll to the bottom of the page and click on the “Save targeting button”.
Your ad campaign is now all set up and will go live once it's approved or at the time and date you scheduled it to go live if you chose that option.
STEP 6: Analyse Your Campaign Results.
So at this stage your campaign should be running and because of that you can now take a look at your campaign data and decided what the next steps are for your campaign – in other words you need to decide if you should you “kill” your ad because it is not performing, “tweak” it because it's performing ok and is worthwhile tweaking slightly to improve performance or you have a winner so you should let it run until sales die off.
Killing your ad is self explanatory as all you need to do is pause your ad to stop it running. Likewise if you have a winning campaign then just let it run until sales start to die off.
However, if you decide to tweak your ad then you can either raise your bid amount and daily budget or you could try and change just one element of the ad i.e. run it with a different but relevant video for that niche, or you may decide to change one element on your landing page if you are getting views but no sign ups to see if this makes a difference.
We recommend you only change one element at a time so that you can test it out. If you change 2 or 3 elements at one time and your ad improves or declines you will not know which element of change is responsible for this so it is best to just change one aspect at a time. If this change improves your ads performance let it run for a few days and tweak again. If your change doesn't result in an improvement in your ad performance then change another aspect and test that out.
Remember, even a slight tweak to your ad can cause a huge difference in the viewers engagement so it is very worthwhile to test and aim to pin point the winning aspects of your ad.
First 5 days
So you should have bid high as we recommended but with a low budget starting out – you can always increase your daily budget if needs be.
However, once you start getting traffic you should lower your bid slightly to see what effect it has on your traffic. If your ad stops showing or your traffic slows down then you should raise your bid slightly so your traffic increases again.
The idea here is to find the exact “sweet spot” so that you only pay what you need to pay for your ad to show and get traffic. You should do this every day for the first 3 to 5 days and monitor each day at this stage to get your bid amount as low as it can be without adversely affecting your traffic numbers.
First 2 – 3 Weeks
So by now you should have established your “sweet spot” for traffic and your ad should be running along nicely.
Next you need to pay attention to your target groups. If you have more than one target group then you need to “kill” the target groups that are not performing.
So if you are targeting more than one keyword in your campaign then “kill” the keywords that are not performing. The best way to do this is to pause the campaign and pull out the keywords that are performing well and put them into an adgroup of their own and run that campaign. However, if you have just one keyword per ad group you can just go ahead and kill that ad group and leave it at that.
As a rule of thumb you should let a campaign run for $10 – $15 before killing it – this is not set in stone just a guideline. If you have an instinct that it's not going to perform even at $5 then just kill it because 99% of the time your instinct will be right.
If you have a scenario where none of your targeting groups are performing then you need to go back to your video and look at the VTR (view through rate) to see how many viewers are clicking through to your landing page.
Ideally follow these guidelines – again they are not set in stone but to be used as a yardstick for measuring the likely success of your campaign. These are guidelines to be used after following the steps above and NOT in the first days of your campaign – give your campaign a chance to succeed and then after 2 – 3 weeks follow these guidelines:
– For placement targeting anything less than 10% should be paused or tweaked. Ideally after 2 weeks or so you should be getting 15 – 20% view rate simply because this is a placement targeting campaign and therefore you decided on the placements for the ads so Google didn't have to. So your placements, if targeted correctly to your niche, should return at least 15% view rate.
– The number of clicks – for every 100 views should be getting 20 to 25 clicking through rate. If you're not receiving this number then you need to tweak your ad by maybe changing your video.
– With keywords your view rate can be less so 5% is perfectly acceptable since Google are choosing where to place your ads so it is not as specific as placement ad targeting.
Again, if you are not getting click through's on your video then you need to go back and see if your video is targeted to the right audience whether it be placement targeting or keyword targeting. If you are happy that you have targeted the right audience then you will need to decide whether to kill the campaign or run it with another video relevant to your niche to increase your click through rate.
Finally, if you are getting views and click through's but your sign ups on your landing page are not happening then you need to look at your landing page and improve it by tweaking the header, the image it has or any text on the landing page. Again just tweak and test one element at a time so you can establish what is or isn't working on the landing page.
This may seem like a long process but it isn't really because more often than not it is just one element of your campaign that you have to tweak in order to improve the overall performance of your campaign.
So to access your campaign data log into your adwords account, scroll to the bottom of the campaign page and click on “All video campaigns”.
A list of your video campaigns and data will show on the next page:
So below let's take a look at two campaigns we ran just to show how the data will come back to you (see above image)
We ran the same video with
– 1 campaign for keyword targeting
– 1 campaign for placement targeting
As you can see from the above image we can see from the data that there isn't much in difference in the data between the keyword campaign and the placement campaign.
However, the placement campaign did perform slightly better with a slightly higher view rate and a slightly higher percentage of the video viewed albeit with a slight higher cost per view.
Since this is data for only 5 days we would suggest manipulating the bid amount slightly and letting the ad run for another 5 days or so before making any other tweaks. After this time there should be more of a difference to be seen as to which campaign is performing better.
We ran the keyword campaign with 5 keywords and it would be at this point we would then look at each keyword individually to see which ones were performing and kill the keywords which were not.
Obviously this is just an example of data after 5 days. We recommend you follow the guidelines above for analysing your data before making any major changes. You will have a lot more reliable data to work with after 10 – 15 days.
Start with just one or two campaigns and look at the data, you will quickly learn to see what is working and what isn't. Once you are used to reading the data you can then set up several campaigns and quickly kill or tweak those that are not performing.
After a short time you will have a handful of profitable campaigns and then you leave those to run whilst you set up new ones to test and tweak to further build your list of profitable campaigns!