Local Adwords Academy Class Notes - Lesson #9

Transcription

1 Local Adwords Academy Class Notes - Lesson #9 YouTube Ads This lesson is about YouTube Ads. This is something that you can apply for many years to come. In previous lessons we have covered - Search Ads (Traditional Ads) - Call Only Ads Now we will cover - YouTube Ads How these methods look in a flow chart format: Traditional Search Ads start with the keyword search, which shows the ad. If the searcher clicks on the ad, they go to the website and maybe they will become your client. With Pay Per Call, you eliminate the website. The prospect searches the keyword from a mobile phone, sees your ad, clicks the phone number to call you (directly from the ad, without seeing a website), and you can convert them to a client right on the phone call.

2 With YouTube Ads, the searcher enters a keyword, and YouTube shows them a video. And on that video, you can show an ad. The viewer can click on the ad and go to the website, and your website can convert them to a client. This is the method we are covering in this lesson. Why Should You Advertise on YouTube? 1: Second Largest Search Engine in the World 2: Almost 5 Billion videos are watched on YouTube every single day 3: 45% of people watch more than an hour of YouTube video content per week 4: 51% of Marketing Professionals worldwide name video as the type of content with the best ROI 5: By 2019, Internet video traffic will account for 80% of all consumer Internet traffic And, Best of All: 6: Video Ads are very cheap YouTube Ads Keywords 1. Local Intent 2. High Searched 3. Broad The difference between Search Ads keywords and YouTube Ads keywords with Search Ads, you also want to use local intent, but you stay away from the high searched keywords because they are expensive. With YouTube Ads, you can use high searched keywords because they are just a few cents.

3 YouTube Ads Video 1. Professional to 60 seconds 3. Strong Opening Your video must look professional and have a strong opening. You want to grab their attention from the very beginning, not only at the end. Let s Get to Work When you log in, go to All Campaigns, click on the Campaigns tab, and this is where you can create a YouTube ad campaign. But first, we need to collect the keywords for the campaign. 1. Collecting the Keywords: Go to Tools (1) and click on Keyword Planner (2). Click on Find new keywords (3).

4 Now, for a Search Ad (on Google.com), you would enter something like auto repair near me, because you would want local intent keywords when you re doing traditional ads. For YouTube it doesn t matter (in the keyword), because you will specify the location in another setting. You don t need local intent keywords. So, only enter high searched keywords, like auto repair and car repair (with a comma between them) then click on Get Started and let Google do the work. Google is showing all the keyword ideas that are related to those two keywords you entered, auto repair and car repair. Download the ideas (click on Download Keyword Ideas). Google is now providing a huge report, over 1,000 keyword ideas. It will take a little bit of time for Google to put it all into a nice CSV file.

5 Here is the report that you get from Google. Remove some columns you don t need (select the column, right click, then click Delete from the drop down menu). You don t need the Currency column that s showing USD. You don t need the Avg. monthly searches column that s showing N/A. Select and delete all the remaining columns except for the Min search column with the 10,000 or 100,000 or 1,000 beside each keyword. Jack also deleted the top three rows with the date range and column headings, as they will not be needed. You only have two columns remaining, and you know they are Keyword and Min. search without seeing the headings. So, you can select and delete the top three rows, like this: Now you are left with a nice, clean spreadsheet to work with (below). And it is good to sort that second column (the minimum number of searches) so that the high searched keywords are listed first.

6 Click on the column B heading (1), click Sort (2), select what to sort on (3), click OK (4) at the bottom. Now use column C to mark any keywords that do not have the same intent. Put a 1 beside each keyword that you do not want to use because your client s business does not do that service. You need to ask the client what he does, then you filter out all the keywords that do not fit with the services that the client provides.

7 When you ve gone through the whole list, select the three columns and Sort them. Click to expand the drop down menus for Column and then for Order. Under Column, Sort by Column C. Under Order, choose Largest to Smallest and click OK at the bottom. Scroll to the top. Select and delete all the rows that have 1 filled in.

8 Now we have a list of keywords, and all the wrong keywords have been filtered out. 2. Setting Up the Campaign: Click the Back arrow to go back to the campaign. Click on Campaigns, then click on the Plus sign. Select New campaign.

9 Click on Product and brand considerations, and a new panel will open up below. Select Video as the campaign type. Select Standard consideration as the campaign subtype, and click on Continue. Give your campaign a Campaign name.

10 Choose Daily for the Budget Type, and set an amount based on your client s budget. If they want to spend $1,000 per month, divide it by 30 and put $30. If they want to spend $300 per month, you would put $10. But for now, we ll put $1.00, because if you forget to change it you will be charged $ Or if you don t want to risk even $1.00 per day, change it to one cent ($ 0.01). (1) For Start and end dates, select Start as soon as possible. (2) For Networks, click on it to expand the dropdown menu. Do NOT include the Video partners (because you only want to advertise on Google, not on other people s websites.) Click the blue check mark to deselect Video partners. Click to expand Locations, and type in the city or cities where you want to show your ad.

11 Bidding strategy Maximum CPV (cost per view) means that you pay Google for the views, and that s what you want. It s the default setting, so you should not have to change it. Below Content exclusions, click on Additional settings to display more options including Frequency capping. Click on Frequency capping to show the additional choices. Select Number of impressions and set it to 1 per day. You don t want to bother the visitor by showing it more than once per day. (You can leave Number of views blank.) All of the above are the Campaign settings. Now you go into the Group settings.

12 Give your Ad group a name (1). Click on Keywords (2). (You can add settings for Demographics and Audiences later if you want to.) This is where you will paste your list of keywords that you collected and filtered. Go to your Excel file and select the Keywords column. Right click and select Copy.

13 Come back to the campaign, put the cursor in the box; right click and select Paste (or use Control-V). The keywords will fill in (see image on the right). Now we are telling Google exactly which services, which search terms we want to use. Scroll down to Bidding and set your Maximum CPV bid to just pennies $ The Campaign (Including Keywords and Ad Group) is set up. Now you will create the Video Ad. 3. Creating the Video Ad: This is how easy it is: you put the URL of the video into this field. Of course, you will need to have your ad video uploaded to your YouTube channel first. Make it an unlisted video when you upload it. Then get the URL and paste it into that field.

14 You can create your own video, or use one of the niche videos that s available for certain niches inside of Local Theme Jack. Go to to see the list of niches. Each one that shows the letter V has a high-converting, professional video created for it. Jack will make them available for a small fee, much cheaper than if you have a video made yourself. Paste in the URL of your unlisted YouTube video and this opens up: Select In-stream ad, and the preview shows on the right.

15 If you had selected Video discovery ad, that s when the video ad would get listed on the right side of the videos that a viewer is watching, like this: But you need to select In-stream ad, which means your ad will start playing at the beginning of the video that someone wants to watch. To see what your ad will look like on the actual page, click GO TO on the top right. Here it is. A notice at the bottom of your ad video tells the viewer Video will play after ad. The viewer has to watch several seconds of your ad video before being given a chance to skip the ad and go to the video they are trying to watch. This notice changes in 5, 4, 3, 2, 1 seconds to this: The really great thing is, when the viewer clicks on Skip Ad, you will not be charged. You only pay for views when people are actually interested in watching your video ad.

16 Then you want to send them to your own client-getting website, or the website of your client. So, copy the URL of the page you want to send them to. It can be an inner page, like the Contact Us page. Put that full link in the Final URL field. Put just the root domain in the Display URL field. The last thing that you can do is to create a Companion Banner. This is the image that shows at the top of the right sidebar (on computers only). This gives you additional free real estate from Google. YouTube gives you the option to let the image auto-generate from the video itself, or you can upload the image that you want to be displayed. Select Upload an image, click on Choose File and navigate to where you have it in your computer. Select the image and click on Open. You have uploaded the image (1). Now give your ad a name (2). Click on Save And Continue (3).

17 You follow all the steps above, and Congratulations! Your campaign is ready. Click on Continue to Campaign and you ll be back in the Google Ads main dashboard. This is all that it takes to create a video ad. You need the keywords. You need the video. You need the client-getting website.

18 Summary and review of the steps we just did: Overview: - To create a video ad, you just need keywords, a video, and a client-getting website. - Google will provide the keywords, and you just eliminate the ones you don t want to use. - The video you either have one created, or Jack will provide the videos for a certain fee. - You decide what website you want to send them to. Summary of this Lesson: Keywords for YouTube Ads need to be 1. Local Intent 2. High Searched 3. Broad The Video Ad needs to be Steps: 1. Professional to 60 seconds 3. Strong Opening - Collect the keywords using Google's Keyword Planner. - Export them, clean up the Excel file (remove columns). - Delete keywords you don't want to use. - Set up the campaign, using the remaining keywords. - Set a very small daily budget, deselect video partners. - Choose start date "start as soon as possible". - Choose your ad location. - Set your Bidding Strategy to Maximum CPV. - Cap the frequency at one impression per day. - Name your Ad group and paste in your keywords list. - Create your Video Ad. - Paste in the URL of the video you have already uploaded to YouTube (unlisted). - Select In-stream ad. - Enter the Final URL and the Display URL. - Upload an image for the Companion Banner that shows on the right. Q&A and Misc. Tips: - How to charge clients for doing this: You don t charge for how much work you put into it because you are not an hourly employee. You charge for the results. You charge what it is worth to the client. For

19 example, if they want to spend $1,000 for ads, ask for $200 per month as your fee. If they want to spend $2,000 per month, ask for more. - The video will determine how many clicks you get. So, you need a professional video. - Another determining factor is the keywords. The better-focused the keywords are, the better YouTube can show the video ad to the right audience. - Your video needs to be uploaded to YouTube (unlisted) before you can create your video ad. If you ve never set up a YouTube channel, or it has been a while since you uploaded any videos, you can learn how to do it by googling how to set up a youtube channel. - Q Can we use whiteboard videos? A You can if you want, but when you re spending a lot every month on YouTube, you don t want to use a cheap video. You want a good-converting video. You want the viewers to click to your website when they see the video. A whiteboard video doesn t convey the impression that they are dealing with a professional company. The more professionally you position yourself or your client, the more likely the viewers are to want to use the service. This PDF is based on Jack Hopman s webinar replay found inside the members area under the Lesson #9 tab. There is also a 4 minute updated video to show the new YouTube Ads interface that was introduced shortly after the Lesson #9 webinar took place. Images and steps in this document are based on the new interface, while including the more extensive explanations from the original training webinar. You can watch the original webinar replay video [with the old interface] directly on YouTube: However, be sure to follow the steps as shown in this PDF and in the 4-minute bonus video located in the members area under Lesson #9. You may NOT copy, sell or distribute this document in any form, partial or whole, without prior written consent from the author.