fish-boned - Tumblr blog

fish-boned · 4 months

Text

YouTube Ads ecommerce guide: When, how and why

Several DTC ecommerce advertisers are doing admirably well with Facebook Ads.

But I don’t think any brand should depend on a single marketing platform.

I’ve written before about how to bring winning Facebook assets over to Google using a Performance Max campaign that replicates the social experience as best as possible.

Today, I want to make a case for when, how, and why to consider YouTube Ads.

What to know before you begin

YouTube is a unique platform – not truly search, not fully social. It’s part of Google, yet it stands on its own. As a result, it’s not easy to master.

I tackled this in 7 important YouTube Ads lessons every media buyer should know. If you don’t want to click through, here’s the gist.

Facebook and Instagram combined great targeting with a captive audience to shorten the conversion cycle, spoiling other platforms for many advertisers. On YouTube, users either watch content they enjoy or learn how to do something.

YouTube lets you target people based on something they searched for, but they’re not actually searching for it at that moment. This intent lag, combined with the diversity of intent, means the “next step” after YouTube has to be particularly compelling.

A brand with a robust organic YouTube program will outdo one that’s using the platform solely for advertising. They have high-quality content waiting for people who end up on their channel from an ad.

A7: It's funny how many companies don't leave their video ad variations unlisted on YouTube. A lot of times you can just go to their channel and see exactly what they're advertising. #ppcchat

— Joe Martinez (@MilwaukeePPC) August 6, 2019

For brand safety, you can opt out of sensitive categories at the campaign level. Paired with audience and interest targeting, you can effectively lock out people who shouldn’t see your ads.

Google leans heavily on automation, so you have to monitor your campaigns. Even with your targeting absolutely right, you still need to feed data back to Google to improve its decision-making.

The reporting for video action campaigns is more in-depth and robust than many other Google campaigns, including Performance Max. You can take advantage of this to optimize quickly and intelligently.

YouTube fits nicely into a wider marketing or media buying mix, whether you need a new platform to expand your audience or want to scale an existing campaign. But you can only succeed if you know and accept its limitations.

With that in mind, here’s why direct-to-consumer (DTC) ecommerce brands should consider YouTube Ads.

Why YouTube and DTC ecommerce pair well

Remember the frame of mind people are in when they’re browsing YouTube.

You’ve got folks in theater mode, looking for a solution or catching up on content. And you’ve got people scrolling through Shorts, similar to the endless scroll of social media.

But unlike Facebook, ads on YouTube are interruptive. Whether they appear at the start of a video or in the middle, you’re asking for attention when people would rather be doing something else.

But if there’s one thing DTC ecommerce advertisers are good at, it’s thumb-stopping hooks.

Ultimately, both platforms are about the retention graph. Like Facebook, YouTube shows you a chart of how many viewers stay on a video until the end. You’ll want to refer to that chart and tweak your creatives accordingly.

How do you get more people to stay to the end? Make your content more interesting.

With a strong hook and compelling storyline, your “ad” could be anything from a music video to a fix-it guide.

As long as it’s entertaining, people will watch videos several minutes in length because that’s what they came to YouTube for.

Another approach is to build around short-form, snackable content. Take your winning ads from Facebook, chop them up if they’re longer than 60 seconds, and populate your channel with several organic Shorts.

You can use these to start advertising (see below for how to set this up). Any content that does well organically should also do well in the ads platform and vice versa.

5 recommendations for new YouTube advertisers

It’s easy to get things wrong on YouTube, from unrealistic expectations to expecting crystal clear attribution. But with the right approach, an already strong brand will likely be elevated further.

Here are five things you should do to give your brand the best chance of achieving that.

1. Know what you’re getting into

YouTube has over 2.68 billion users, making it the second-largest search engine behind Google. So once you’ve tapped out other networks – Search, Shopping, Performance Max, Facebook, Instagram, TikTok and everything else – YouTube offers tremendous scale to diversify further.

Note: Google’s attribution is largely click-based, so you won’t see as many reported conversions. Both your ROAS and CPA will be lower than you’re accustomed to, while campaigns will need more time before you start seeing the results in post-purchase surveys.

2. Understand the platform

YouTube Shorts is particularly interesting, but Google doesn’t offer the ability to create a Shorts-only campaign. There are ways of getting past this – kind of.

Create a new video action campaign that targets only mobile devices. This somewhat forces the system to go only to mobile devices, and in that format, it tends to lean towards Shorts.

Be sure to only provide vertical video assets shorter than 60 seconds.

3. Adopt the right mindset

You won’t get the same ROAS you do on Facebook, at least not the same reported ROAS. But it can provide a similar level of incremental revenue and scale.

Your approach must differ since YouTube is about creating awareness so other platforms can win more conversions.

Whatever revenue is reported by Google, know that it’s just a drop in the bucket in terms of its incremental impact on your business.

4. Don’t try too much at once

If you go in heavy with YouTube, there’s a good chance you won’t get any results. Start with one campaign and see how things go. YouTube is budget-intensive.

Without sufficient investment, there’s a good chance that you’ll go months without seeing any scale. Or worse, pull the plug on what could have been a high-potential campaign.

5. Use your own attribution

There’s a strong chance you already use post-purchase surveys to ask customers where they first heard about your brand. This is a good way to find people who discovered you on YouTube but converted elsewhere.

But it’s self-identifying and not foolproof, so you may wish to consider tools like Northbeam or Triple Whale to measure impact. Just remember, no attribution is ever perfect.

YouTube is the next frontier for high-performing ecommerce brands

I like to think of YouTube Ads clicks as the beginning of a beautiful journey.

Some people go on to become website traffic and enter your remarketing campaigns. Some will join your email list. A few may not click or visit your site but think about you later and look for you by name, eventually entering your funnel via a branded ad.

Naturally, attribution and reporting aren’t robust enough to track all that. So you’ll need to be patient, trust in YouTube as well as your own creatives, and look for incremental correlation rather than causation. This means not testing out other platforms as you expand to YouTube.

Keep in mind what YouTube means to people. It’s a source of entertainment, an escape from reality. A place where people go to have their biases confirmed, problems are solved, and businesses and careers are made.

It’s only natural that users value their time there and have demanding attention spans.

But if you’re sitting on winning assets that offer and align with what they’re looking for, ignoring YouTube is as good as leaving money on the table.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

Add Search Engine Land to your Google News feed.

Read more here Chief Technology Officer

#CCO #CAO #CNO #CVO

0 notes

fish-boned · 10 months

Text

Grasping the Art of Seo: A Comprehensive Overview for Success

Understanding the Essentials of Seo

In today's digital age, having a solid online visibility is crucial for services and individuals alike. One of the most efficient ways to accomplish this is via seo (SEO). SEO is the process of enhancing an internet site's exposure on internet search engine results web pages, ultimately driving organic (unpaid) website traffic to the website. Nonetheless, understanding the art of SEO can be a challenging job, particularly with the ever-evolving algorithms of internet search engine like Google.To begin realizing the fundamentals of SEO, it's vital to recognize exactly how online search engine function. These intricate algorithms make use of numerous elements to figure out the importance and also significance of a site when an individual look for certain key words. By maximizing your web site according to these aspects, you boost its chances of ranking greater in search engine result, making it a lot more visible to prospective visitors.Strategies as well as Methods for Efficient Search Engine Optimization When

youtube

it pertains to applying efficient search engine optimization techniques, there are numerous essential aspects to consider. First as well as primary, keyword study is crucial. By identifying the most relevant and frequently looked key phrases in your sector, you can customize your web site's web content as well as meta tags to straighten with these terms, increasing your opportunities of placing higher in search results.Another essential aspect of search engine optimization is on-page optimization. This includes optimizing your internet site's framework, content, as well as HTML aspects to make it more search engine-friendly. From effectively formatting your headings as well as Links to consisting of appropriate alt tags for images, on-page optimization aids browse engines comprehend the context and significance of your web site's content.Off-page optimization, on the other hand, concentrates on developing top notch back links to your website from various other credible resources. These backlinks act as ballots of self-confidence for search engines, suggesting that your website is credible and authoritative. Participating in guest blogging, social media promo, as well as structure connections with influencers are simply a few strategies to improve your off-page optimization efforts.In final thought, seo is a vital part of any successful on the internet existence. By comprehending the essentials of SEO as well as applying efficient approaches, you can boost your site's exposure, drive organic web traffic, and also ultimately accomplish your electronic goals. Remain tuned for even more thorough overviews as well as ideas on grasping the art of search engine optimization.

Read more here חבילות קידום בגוגל

#צילום סרטי תדמית

0 notes

fish-boned · 10 months

Text

Curious About SEO? Use These Great Ideas.

You could be the most ambitious person on the planet when it comes to creating a website with all the bells and whistles that people will love, but unless your visitors can find your site when they search specific terms, your efforts are just going to be wasted. Read these tips and make the most of your efforts.

Make sure your site is great. The best SEO in the world can bring people to your page, but it won't keep them there. Building a quality site will keep your site at the top of the heap. If you can't say that your site is good enough to be on the first page of results then you have some work to do.

Joining SEO communities is a great way to learn little insider tricks of the trade. Say Google suddenly changes their policy and begins to treat HTML title tags differently. You may not find out about this until your site falls in the rankings. But if you're signed up to receive newsletters and e-zines from the SEO community, you will always be in the know.

Add new content to your website in a consistent manner. This will keep your search engine rankings up because it will keep people coming back to your site to see what's new on your pages. Additionally, new content that is well written with SEO in mind will attract the search engine bots. Adding great content to your website is a win-win proposition all around.

If you want to make sure your website has high-visibility in search engines, make sure you are using relevant keywords throughout your page. For instance, if your website is about vegan foods, you should use phrases like "healthy vegan recipes" or "meat-less alternatives" throughout your website. That way, people who search these specific keywords will be more likely to see your site.

Learn how to promote using social media. Simply posting links to your company website is not advertising - it is spam. Providing content as a reason to visit your website is much more effective, and it also allows consumers to feel as though you are interested in their personal wants and needs.

SEO is the best way to make sure your website gets to page one of those search results so that people will see your site and hopefully purchase your product or service. Following these tips will keep your site rising until it's number one on the search engine results pages.

Read more here What is SEO and how it works?

#redkiteseo #website #seo #digitalmarketing #searchengine

0 notes

fish-boned · 11 months

Text

The Power of Web Marketing: How to Increase Your Online Presence

In today's digital age, the importance of online marketing can not be overemphasized. With millions of people using the internet on a daily basis, it is necessary for organizations and individuals alike to have a strong online presence. Web marketing incorporates a variety of methods, including social networks advertising and marketing, email advertising and marketing, search engine optimization (SEARCH ENGINE OPTIMIZATION), and much more. By using these tactics, you can get to a wider target market, boost brand name awareness, and eventually drive more traffic and sales to your website.One of one of the most efficient online marketing methods is search engine optimization. By enhancing your internet site for search engines, you can improve your rankings on internet search engine results web pages (SERPs)as well as make it easier for prospective customers to find you online. This entails keyword study, developing quality content, as well as structure backlinks to your website. Social network advertising is another powerful tool for online marketing, permitting you to involve with your audience on platforms like Facebook, Twitter, and Instagram. By posting normal updates, sharing important web content, and communicating with your followers, you can develop a devoted following and also drive even more traffic to your internet site. In verdict, internet advertising is a vital element of any kind of online business or individual

brand name. By carrying out reliable strategies like search engine optimization and also social media advertising, you can increase your on-line presence, get in touch with your target market, as well as eventually achieve your objectives. Whether you're just starting out or aiming to take your digital advertising and marketing efforts to the next level, the power of web marketing can help you prosper in today's competitive online landscape.

Read more here https://storage.googleapis.com/kc9/seo-agency-serpfirst/index.html

0 notes