WITH YOUTUBE GROW REACH & REVENUE - (LIVE WITH GOOGLE!)
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
GROW REACH & REVENUE
WITH YOUTUBE
(LIVE WITH GOOGLE!)
About EXCLUSIVE
About
AboutEXCLUSIVE
EXCLUSIVE
Established 1997. Top 1% Performance. Initial 4 10x INC 5000 HALL of FAME.
Agencies in Partner Program 200+ employees.
1st
Online Retail Marketing
TOP5
U.S. Agencies by
10x INC 5000
Agency
Google Ad Spend Honor Roll
A Holistic Solution Invested People Innovative Technology
Presenters
BIG THEME OF THIS WEBINAR:
How to Increase REVENUE and Reach with YouTube
YouTube What’s The Right Tips to Boost
Growth Stats Holding You Way to Run Performance
Back? YouTube Ads
2nd largest search engine
(after Google)
Isn’t 2nd most visited site in the
YouTube just world
cat videos
and dogs on 2 billion monthly active YT
users
Roombas?
78% of US males use it
(68% of US females)
Fun Facts • Top earner – Ryan Kaji ($29.5mm) • Top channel – T-Series (179M) • Top video – Despacito (7.2B views) • First video ever – Me At the Zoo (4/23/05)
YOUTUBE GROWTH STATS
With COVID-19, customer Home (furniture): Indexed search 2020 Reference day lockdown, index = 100
shopping habits changed March ‘20: Most lockdowns enforced
+XX% Online
purchase
Smart Shopper research 2019-2020
and purchases moved
156
115
online Index: 100
Week number 5 10 15 20 25 30 35 40 45 50
Beauty: Indexed search 2020 Reference day lockdown, index = 100 Fashion: Indexed search 2020 Reference day lockdown, index = 100
+XX% Online +XX% Online
March ‘20: Most lockdowns enforced March ‘20: Most lockdowns enforced
purchase purchase
Smart Shopper research 2019-2020 Smart Shopper research 2019-2020
109 111
100 93
Index: 100
Index: 100
Week number 5 10 15 20 25 30 35 40 45 50 Week number 5 10 15 20 25 30 35 40 45 50
2020 2020 2020 2019
2020 | CONFIDENTIAL AND PROPRIETARYSource: Google Trends Worldwide. Fashion, Furniture (Home and Garden), Beauty.In the US, eCommerce penetration accelerated
by 10 years in a matter of 3 months
30%
20%
10%
April
2008 2010 2012 2014 2016 2018
2020
2020 | CONFIDENTIAL AND PROPRIETARYSource: Bank of America, U.S. Department of Commerce, ShawSpring Research, Forrester Analytics, McKinsey Retail Practice. Link: MckinseyAnd with COVID-19, they are
watching more video than ever
Nielsen estimates that being
homebound could lead to almost a
increase in the amount of video
content watched globally.
2020 | CONFIDENTIAL AND PROPRIETARYSource: Nielsen, “Key questions all marketers should be asking”, March 2020YouTube is influencing viewers across the
different stages of their eComm purchase
journey
Over
Over
of shoppers say online
video has helped them
decide which specific
of YouTube viewers say that brand or product to buy.2
YouTube makes them more
aware of new brands.1
of YouTube viewers
say they bought a
1. Source:Source: Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020. brand as a result of
seeing it on YouTube.3
2. Source: Google/Ipsos, Global (U.S., CA, BR, U.K., DE, FR, JP, IN, KR, AU), “How People Shop with YouTube”
Study, 18–64-year-olds who go online at least monthly and have purchased something in the last year,
n=24,017, July 2018.
3. Source: Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020.
2020 | CONFIDENTIAL AND PROPRIETARYYouTube Ads – 1st Quarter of COVID (YOY)
+168% +1091%
Total Ad Spend
Total Revenue
Source: Google Ads Accounts Under Management of EXCLUSIVEB2B Paper Goods – Single Campaign Review
Type: Video – Content: Recorded
Audience: Warm
Skippable In-Stream Demo
Monthly Revenue:
Monthly Cost: $300 ROAS: 16000%
$48kB2B Industrial – Single Campaign Review
Content: Product
Audience: Cart Type: Video –
Demo + Brand
Abandoners Skippable In-Stream
Overview
Monthly Revenue:
Monthly Cost: $490 ROAS: 9184%
$45kFurniture – Account Review
Audience: All Type: Mix Content: Mix
Monthly Cost: Monthly
ROAS: 1833%
$40k Revenue: $733kWHAT’S HOLDING YOU
(AND MANY OTHERS)
BACK?Blindly cutting anything under your target ROAS? (manually due to lack of strategy, or through overzealous automation)
Awareness = how much I’m willing
to spend to dominate the market
Not setting Conquesting = how much I’m willing
to spend to steal a sale from a
separate competitor
targets and Cart Abandoners = how much I’m
willing to bring a sale to completion
budgets?
Repeat = how much I’m willing to
spend to get a new customer to
buy a 2nd timeSee Too Much Competition?
Why such a rush to spend on YouTube?
Poll:
How Do You Advertise
on YouTube?
4/14/2021 23THE RIGHT WAY TO RUN YOUTUBE ADS
Since We All Agree that Shopping is Profitable…
The best transactional (search) separating
search terms into their target Audience of
Branded, Conquesting, and Discovery
terms.
Audiences:
• Branded – Your Brand
Branded • Conquesting – Other Brands
vs • Discovery – Categorical Only
Conquesting
vs
DiscoveryExample: Adidas Would Want to Show Up for All 3 Types of Searches – Right?
Top of Funnel Build On That
(Transactional vs Targeted) Foundation with
YouTube Ads!
• Top of Funnel: Convert B-
C-D to targeting
Nurture • Nurture: Take the
transactional journey to
(Dynamic & Stimuli) the end
• Repeat: Increase the value
of a single transaction
through repeat sales
Repeat
(Behavioral & Automated)Use the Questions Box: What does this client sell?
CLICKS FROM YOUTUBE
Affinity + Similar + In-Market + Life Event + Demographic + Custon Intent
Lists (Past Customers)
Website Visitors
Why Target?
Huge Boost in 25%
Qualified Click
to Top of
Funnel 7%
68%
Source: All Video Campaign Data from Google Ads – Across All
EXCLUSIVE Client Accounts – 4/20 to 4/21Why Nurture and Repeat? Highest ROAS (reminder: attribution reflects urgency better than final revenue impact) Source: All Video Campaign Data from Google Ads – Across All EXCLUSIVE Client Accounts – 4/20 to 4/21
competitive social
Chose Your
Personas to
spontaneous methodical Stimulate
Action!Cognition Affect
Drive
Action!
BehaviorChoose Your Investment Distribution Strategy
Hourglass Triangle Reverse Triangle Diamond
Discovery / Awareness
Ex: Subjective Ex: Niche with Ex: Novelty Ex: Reseller of
Transactional High Repeat Single Purchase Quick Sale
Engage / Interest
Convert
RetainBEFORE YOUTUBE TIPS (FROM GOOGLE)… DO YOU NEED A GROWTH PLAN?
Search – aware of trends, maximizing real estate
Competitors – clear on investments, visibility,
differentiation
The Best
Growth Plans Customer journey – know purchase steps, define
Cover ALL nurturing and LTV strategy
The Bases Behavior – map a video/display/social plan, put
past successes in perspective
Insights – action data and reconcile
investments/goalsPART 1: $1MM Question: Why would I invest in your business? (history, founders, overview, segments)
Part 2: Landscape (search trends, competitor investments, x factors)
Part 3: Strategy (audience and
investment distribution)
Hourglass Triangle Reverse Triangle Diamond
Discovery / Awareness
Ex: Subjective Ex: Niche with Ex: Novelty Ex: Reseller of
Transactional High Repeat Single Purchase Quick Sale
Engage / Interest
Convert
RetainPart 4: Search (brand, conquesting, discovery, organic, marketplace)
Part 5: Consumer Behavioral
Considerations (personas,
cognition/affect/behavior)
Cognition Affect
methodical
spontaneous Behavior
social
competitivePart 6: Nurture and Repeat Funnel (social, YouTube, discovery, email)
Part 7: Summary (reporting, team structure, pricing, full service vs consulting)
Poll:
Do You Need a (FREE) Growth
Plan for Your Business?
4/14/2021 43GOOGLE’S TIPS TO BOOST PERFORMANCE
YouTube’s role in the purchase journey
Drive awareness & brand
Awareness equity to later drive sales
Drive consideration and Inspire
Consideration action to enhance online sales
Drive online
Action sales with YouTube
2020 | CONFIDENTIAL AND PROPRIETARYAction 2020 | CONFIDENTIAL AND PROPRIETARY
Action
How to drive online sales with YouTube
Find the Use the right ad format to Measure
right audience drive online sales Online sales
Remarketing Video action campaigns Start by Measuring “Add to cart”
CPA & conversions. Check ROAS
Custom audiences + as a secondary metric.
Customer match Google Merchant Center Measure the full value of your
feed extensions campaigns by looking into:
Relevant eComm In-market ● Cross network report
categories ● View-through conversions
*Use audience expansion to reach
more people at the same CPA
2020 | CONFIDENTIAL AND PROPRIETARYAction Audience
Reach high-intent audiences with higher conversion rates
Use high Intent audiences + audience expansion
Remarketing & Customer match Custom audiences In-market specific categories
People who have already engaged with your People who have recently searched for your People who are actively researching and
company keywords on Google intending to buy products or services you offer
Pro tip: Pro tip:
Select “people who searched for any of these Find the right audience
terms on Google” to reach the highest intent categories in Find My Audience
audiences
For example, Remarketing lists like: For example: People who search for... For example, In-market categories like:
2020 | CONFIDENTIAL AND PROPRIETARYAction Ad format
Drive conversions with the
new Video action campaigns
Video action campaigns bring even
more conversions per dollar compared
to TrueView for action campaigns.
Source: Google Internal Data, Global, Aug 2020 to Sept 2020. CPD spend weighted by ad group for Video action
campaigns vs. TrueView for action campaigns with 330 advertisers
2020 | CONFIDENTIAL AND PROPRIETARYAction Ad format
Make your products stand out and drive more
conversions with sitelinks in video action campaigns
Link your sitelinks to product pages to
promote your products and drive more
purchases:
40% increase in
conversions
30% lower
CPAs
Sitelinks on TrueView for action can drive up to 40% higher
conversions, 20% higher clicks and 30% lower CPAs on mobile
devices (vs. a TrVA campaign without sitelinks)*
Auto-expanded Collapsed
start of ad end of ad or manually closed
2020 | CONFIDENTIAL AND PROPRIETARY
*Source: Google Data, Global, Nov 2019. Study based on YouTube app (Android and iOS) results of 260 beta TrueView for action advertisers.Action
US Overstock.com uses a multipurpose video
campaign to remarket to consumers
Challenge
Overstock historically thought of video as a brand channel, but wanted to test direct
response formats and strategies. 3X
ROAS compared to other
Approach campaigns
Overstock used video remarketing to target users who had previously clicked on
their search ad. They served personalized 15-second creative assets which
corresponded to the type of furniture that the client was interested in. Overstock
then used TrueView for Action with the CTA “Shop Now” or “Save Big", taking
people directly to Overstock’s website.
80%
Increase in the conversion
rate vs. other campaigns
Insights Products used
Personalize the creative TrueView for action
For measurement, dig deeper
Not all audiences are
created equal
Full case study
2020 | CONFIDENTIAL AND PROPRIETARYAction Ad format
Extend Shopping campaigns to YouTube
If you use Smart Shopping campaigns
● When setting up your campaign, select the “New customer acquisition”
checkbox to optimize your campaign towards new customers in addition to
sales.
If you use Standard Shopping campaigns
● Ensure your Shopping campaigns are opted in to show on “YouTube, Gmail &
Discover” under Settings > Networks
If you are not yet using Shopping campaigns
● Review Shopping campaign eligibility requirements in the Google Help Center
Shopping Ads Shopping Ads
on YouTube Search on YouTube Home
2020 | CONFIDENTIAL AND PROPRIETARYAction Ad format | Best practices
Ensure that you follow these best practices
to drive performance with Video action campaigns
MINIMUM REQUIREMENTS RECOMMENDED BEST PRACTICES
Measure the right Bids Budget Build creative that Sitelinks Audience
actions drives action
If you’re new to When using Max Adding sitelinks can Launch your
Trueview for action, conversions bidding, help to increase campaigns with lower
Use Google Ads Run at least 5
start with Maximize campaign daily budget conversion rates. funnel audiences like
conversion tracking, variations of your ad in
conversion bidding. should be at least 10x Custom intent,
and choose conversion each campaign. This
average CPA. For Remarketing, or
events like ‘Add to cart’ can be different videos,
If you have a set KPI, campaigns using tCPA, Customer match.
and ‘Checkout’. call-to- actions and/or
use tCPA bidding. Set Campaign daily budget
headline text.
your tCPA bids as 2-3x should be at least 20x Expand with mid-funnel
Make sure to track
of avg search CPA. tCPA bid. audiences like In-
dynamic value for
market and Custom
eCommerce!
affinity.
2020 | CONFIDENTIAL AND PROPRIETARYAction Ad format | Creative tip
Follow simple best practices to
ensure ads are optimized for action
$
Use sight and sound Share functional benefits Have a call-to-action
YouTube ads are 95% viewable Sharing product features/benefits Give viewers a clear direction on
& 95% audible. drives lift across the buying funnel. what to do.
Hook attention from the start Introduce your brand early Build for small screens
Front-load your message; use fast
Branding in the first 5 seconds helps Use close framing, big text, and
pacing, rhythm, and cut
viewers remember you. bright footage to stand out.
throughout.
2020 | CONFIDENTIAL AND PROPRIETARY Source: Google advertising platforms data, Global, September 2018.Action Measurement
Measure CPA for “Add to cart” conversions.
Use Conv. value & Conv. value/cost as secondary metrics
Cost / conv. Conv. value / cost
Measure your average CPA As a secondary metric, look at
conv.value & Conv. value/cost
Video action - Custom audiences
2020 | CONFIDENTIAL AND PROPRIETARY Source: Google advertising platforms data, Global, September 2018.Action Measurement
Measure the full value of your Video action campaigns
Use Cross-network reports & measure View-through conversions value
Use Cross-network reports to see Measure View-through
the value of your assisted conversions conversions value
Video action - Custom audiences
Sales
Newsletter Signup
Use the “All conv. value” column to measure the value of your conversions
+ View-through conversions. Segment by conversions action to make sure
you’re only looking at your desired conversion action.
2020 | CONFIDENTIAL AND PROPRIETARYConsideration 2020 | CONFIDENTIAL AND PROPRIETARY
Consideration
How to Drive consideration and inspire action
with YouTube
Engage the Use the right ad format to drive Measure engagement
right audience your desired engagement
In-market Drive Views >> Measure views. Use the
TrueView in-stream Remarketing list of viewers for
Similar audiences your Video action campaigns.
Alternative types of engagements
Life events
Drive website visits>> Run a separate Video action campaign
Video action campaigns that measure website visits, in addition to
(Website visits) your online sales campaigns.
High intent audiences:
Remarketing, Customer match,
Drive other types of engagement. Drive newsletter signups in a separate
Custom audiences, & relevant Example: newsletter signups>> Video action campaign that measures
eComm In-market categories Lead form ads newsletter signups.
2020 | CONFIDENTIAL AND PROPRIETARYConsideration
Interflora: Driving The challenge
Running across 175 countries, Interflora is the largest
The results
With the YouTube strategy in place, results exceeded the
revenue with flower delivery service in the world, delivering more than 32
million flowers a year. Interflora’s biggest sales dates are
target expectations. Interflora was able to drive an incredible
100% increase in click-through rate at a 98% lower cost per
centered around special occasions like Mother's Day, conversion and 13% lower CPC. Furthermore they saw a
TrueView for action Fathers Day, and Valentine's Day. Looking to increase
sales around these occasions, Interflora Denmark turned to
21% revenue growth for Fathers Day, a critical special
occasion. These results have inspired Interflora to utilize
YouTube to drive performance. YouTube and especially TrueView for action as an action
driven format for future campaigns.
The approach
Interflora wanted to drive clicks and increase sales on their
website for Fathers Day. To achieve this, an approach
“ Interflora’s big occasion days play a vital role in a strategic
focus on topline growth. Therefore, a clear task was to drive
more traffic to our site during Fathers Day. Without the
Interflora
orientated around the TrueView for action format was
fantastic team at MediaCom and their deep understanding of
Copenhagen, DK • interflora.dk/ implemented. This campaign led to Interflora quickly seeing
business and Google offerings, this would have been a
a larger increase in clicks to their website, directly from daunting task. Though a well-organized campaign plan using
their YouTube campaign. Furthermore the increase in new formats, we were able to exceed performance targets
traffic resulted in more conversions at a lower cost per and reaching a staggering growth of more than 20%”
conversions. —Thomas Birksteen Olsen, E-Business
Development Manager at Interflora Denmark
Partnering with MediaCom Denmark
Alongside their partner, marketing agency MediaCom,
Interflora Denmark executed an effective strategy
combining TrueView for action, Google Smart Bidding and
targeting users most likely to convert. This approach
98% 100% 13%
decrease in increase in click- decline in avg.
enabled them to drive immediate action from users on cost per through rate CPC
YouTube and eventually increase sales at a lower cost. conversion
2020 | CONFIDENTIAL AND PROPRIETARYAwareness 2020 | CONFIDENTIAL AND PROPRIETARY
Awareness
How to drive awareness & brand equity
with YouTube, to later drive sales
Reach the Use the right ad format Measure Unique Reach
right audience to drive efficient reach and brand lift
Demographics/Detailed Bumpers Primary metric: Unique Reach and
demographics frequency
TrueView for reach
Affinity audiences
Or; Secondary metric: Ad recall lift &
Custom affinity brand awareness lift
Video Reach campaigns
*Use audience expansion to (campaign goal: efficient reach)
expand your campaign’s reach
*Use 2 or more ad formats to
balance media efficiency
2020 | CONFIDENTIAL AND PROPRIETARYAwareness
Build brand equity now to drive sales later
Brand equity drives long-term sales, The long-term impact YouTube
contributing significantly to higher ROAS. has on sales is twice that of
traditional TV. Total KPI
34%
68%
2x
Traditional TV YouTube
On average, advertising yields 84% greater
ROAS when accounting for the long-term impact
Performance increase in brand lift metrics driven by
of measured brand lift metrics on sales.
YouTube translated to a median 68% increase in ROAS
In other words, for every $1.00 of short-term return compared to 34% increase from linear TV; a 2x increase.
on ad spend, changes in brand equity yield an
YouTube is more effective than linear TV at guiding consumers
additional $0.84.
through the purchase funnel, leading to a stronger link
between equity and sales.
Source: Commissioned Nielsen long-term effects model meta analysis, US, 2016-2019. Brand Lift Metrics defined as: ad awareness, consideration, purchase intent and willingness to recommend. Base: Data from MMM studies
2020 | CONFIDENTIAL AND PROPRIETARY selected and compiled by Nielsen across 20 CPG brands that contained media channels: YouTube, Google Display Network, Google Search, TV, Radio, Print results. Third party syndicated brand lift metrics selected and compiled in
partnership with Nielsen across same 20 CPG brands for ad awareness, consideration, purchase intent, and willing to recommend.Awareness
Lululemon’s
content strategy
has eventually lead
to 89% increase in
YouTube
subscribers and
42% increase in
conversion rates.
2020 | CONFIDENTIAL AND PROPRIETARYConsideration & action eComm
orchestration for Search, Shopping and YouTube
Awareness: Consideration: Action:
Shout out your promotion Collect engagers Bring those conversions
TrueView for reach &
Bumpers (4 weeks)
*Check out your awareness media plan
with reach Planner (what reach can you TrueView in-stream /Video action
get for 15% of your budget?)
campaigns (light conversion) (4 weeks)
Search & Shopping: non - brand (Always on)
● Search & Shopping: brand (Always on)
● Video actions campaigns (Always on)
2020 | CONFIDENTIAL AND PROPRIETARYCase Study Deep Dive: Fashion Brand
Existing Approach:
Remarketing Only
In-Market
(Women’s Apparel)
EXCLUSIVE Approach: Custom Intent
(Competitor + Online Boutiques)
Full Funnel
RemarketingPresenter contact:
Nik Rajpal
QA
VP of Marketing Sciences
NRajpal@exclusiveconcepts.com
Tim Warner
Vice President of Sales
twarner@exclusiveconcepts.comYou can also read
