GROW YOUR BUSINESS WITH YOUTUBE A Step-by-Step Guide Version 1 - March 2012
GROW YOUR BUSINESS WITH YOUTUBE With the emotional power of video, YouTube’s massive audience, and AdWords’ incredible targeting tools, you have the ability to reach new customers in your hometown and around the world. There’s no better way to share your story, efficiently engage a growing audience, and build your business online. Take Orabrush founder Dr. Bob Wagstaff, for example.
YouTube Success Stories Orabrush GoPro “The power of keyword search applied to videos, coupled with the extremely cost-effective and flexible Google [AdWords] marketing model, has resulted in unprecedented levels of commercial success for a small company like ours.” “In the beginning we started out just advertising in the U.S. The moment we rolled out our video-based advertising on YouTube to a wider group of countries, we immediately saw a lift in direct sales in those countries.
About YouTube YouTube is the leader in online video, and the premier destination to watch, share, and promote original videos online. YouTube is fully integrated with Google AdWords for video, leveling the playing field for businesses that want to reach new customers with online video. Find and Reach Your Audience YouTube is the #1 online video site in the world.1 Gain Valuable Insights About Your Video and Audience 9 out of 10 viewers can be enticed to watch video ads.
HOW TO USE THIS GUIDE This guide will show you how to create, manage, promote, and evaluate your business’ videos on YouTube. It’s divided into four key sections: PROMOTING GETTING STARTED WITH VIDEO YOUR BUSINESS MANAGING YOUR VIDEOS TIP: This guide is interactive. You can click sections, links, and videos to navigate the guide and learn about building your business with YouTube. Try it by clicking the Getting Started with Video chapter icon, above.
3+ HRS GETTING STARTED WITH VIDEO 6 1 Plan 2 Shoot 3 Edit 4 Publish
Intro Plan Shoot Edit Publish YOU MAY NOT KNOW IT, BUT YOU HAVE A REMARKABLE STORY TO TELL. You know this story better than anyone. It’s about a business that cares about its customers. And with the power of video and the scale of YouTube, you can bring it to life in homes, offices, and on mobile devices around the world. Let’s get started.
Intro Plan Shoot Edit Publish Overview In this section, you’ll learn the four simple steps to creating your first video and publishing it to YouTube. 1 HOUR 1 Make a Plan 1 HOUR 2 Shoot Your Video 1 HOUR 3 Edit Your Video 10+ MIN Learn how to create a strategy for your video. Get tips on how to make your videos look and sound even better. Editing with transitions, music, and text overlays is easier than you thought. 4 Publish to YouTube Uploading to YouTube is a snap.
Intro Shoot Plan Make a Plan Edit GETTING STARTED WITH VIDEO Publish 1 HOUR When it comes to creating your video, a little planning goes a long way. It helps everything go more smoothly and can save you time in the long run. With a plan you’ll know what you need to shoot, what you’re going to say, and how your video will fit together when it’s time to edit.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Step 1: Write a Creative Strategy Put some thought into what you’re about to create. This section will help you answer some important questions and set the strategy for your video. To demonstrate, you’ll follow Maya as she writes a creative strategy for her small business, Northlake Bed and Breakfast. She’ll help you see firsthand how to plan, create, and upload your video to YouTube.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Step 1: Write a Creative Strategy (cont’d) Background Info Here, you’ll fill out basic information about your business. Think about your product or service and what you offer your customers. These are good things to have down on paper so you can stay focused and brief anyone who helps you create your video.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Step 1: Write a Creative Strategy (cont’d) Target Audience Knowing your customers is an important part of running a business and creating a successful video. Here, list any demographics, attributes, and interests of your audience. Creative Strategy Target Audience Age: 30+ TIP: You can choose a target audience that you know is your business’ bread and butter, or a new group you want to try to engage in your product or service.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Step 1: Write a Creative Strategy (cont’d) Goals What do you want your video to do? Drive traffic to your site? Increase sales? Answer customers’ questions? Whatever goals you have for your video, write them here. Call to Action It’s always a good idea to ask your viewers to take some action after watching your video. Maybe you want them to “Subscribe” to your YouTube channel, add a comment, or visit your website.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Step 2: Choose a Creative Approach Spend five minutes exploring YouTube and you’ll see that people have found dozens of ways to promote their businesses. You could create a quick how-to, shoot a customer testimonial, or simply share a little about yourself and what you do. How you choose to showcase your business depends on your goals, your audience, and their needs.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Informational Videos Typically, informational videos help you explain the basics of your product or service and create an emotional bond between you and your customers. About Your Business This type of video gives an overview of your product or service, shares a little background about you as a business owner, and may even introduce an employee or two.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Educational Videos Educational videos are a great way to build loyalty around your business. They help establish you as an expert and keep people coming back to learn more. How-To How-to videos give people step-by-step instructions to do almost any activity, from arranging flowers to learning how to build a deck. Presentations/Speeches If you give a speech or presentation, record it and upload it to YouTube.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Sales Videos Sales videos are created to help you do one thing: sell your product or service. Direct Sales You can use your video to sell your product, just like in a TV infomercial. Just make sure to include a clear call to action by encouraging viewers to visit your website, contact you via email, or call you. Promotions From discounts to freebies, you can use promotional videos on YouTube to bring your offers to a wider audience.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Step 3: Write a Script Now that you’ve come up with a strategy for your video, the next step is to write a script. Don’t worry if you’ve never written one before—this section will start you off on the right foot. With a well-written script, you’ll be able to deliver a clear message and stay on track when you shoot your video. 8 Tips for Effective Scripts 1. Keep it simple. Write in short, easy-to-understand sentences. 2. Hook your viewer.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Write a Script About Your Business If you’ve never made a video before, an overview of your business is a good place to start. It gives viewers a sense of who you are and what your business can do for them. Remember, no one knows your business’ story better than you do, so even if you plan to get help from employees, friends, or family, your first draft will be an excellent starting point.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO The Beginning Introduce yourself and open with a short story. How did you get started in your business? “Hi, I’m Maya Larsen, co-owner of Northlake Bed and Breakfast in North Windham, Vermont. My husband, Mark, and I are avid outdoor enthusiasts. We came here for the first time back in 1968. After a morning walk through the woods surrounding Lowell Lake, we realized our dream was to share our love for the New England wilderness.
Intro Plan Shoot Edit Publish The Middle Explain your business’ expertise. How does it solve customers’ problems? How does it fit into the local community? “We’ve been running Northlake Bed and Breakfast for more than 35 years, and we’re always happy to welcome new guests and introduce them to central Vermont’s incredible wild spaces. During the summer, you can kayak or canoe Lake Lowell or go for a hike up nearby Stratton Mountain.
Intro Plan Shoot Edit Publish GETTING STARTED WITH The Middle (cont’d) What is your customer service philosophy? What do you do to make your customers feel special? “At Northlake, the most important thing in our day is yours. Jim, our head of hospitality, makes sure every guest feels like part of the family. Our goal is to make sure that you leave feeling refreshed, relaxed, and connected with a simpler, more natural world.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Step 4: Make a Storyboard Using your script to guide you, let’s put together a quick storyboard. A storyboard is a series of rough drawings of the shots you want to use. Making a storyboard is a good option because it helps guide you as you shoot and edit your video. Sketch your shots next to the lines from your script. You don’t need to be too detailed.
Intro Plan Shoot Shoot Your Video Edit GETTING STARTED WITH VIDEO Publish 1 HOUR Now that you’ve got your strategy, script, and storyboards, you’re ready to start shooting. Don’t feel like you need the fanciest camera, microphone, or lighting equipment, though. The fact is, you’ll be able to get quality audio and video from almost any camera—including your mobile phone—so just use the best camera you can get your hands on.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Simple Techniques for Better Looking Shots Don’t Center the Subject RESOURCE The “rule of thirds” is a general guide to composing visually appealing shots, as shown in the image on the right. By putting your subject at or near where these lines intersect, you’ll create engaging images that are easy on the eye.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Simple Techniques for Better Audio Speak Clearly and Casually Talk in your video just as you would with a friend or colleague. Look at the camera lens. Enunciate, and use contractions, like “we’ll” and “I’ve,” just like you would in everyday conversation. Ask for Quiet Ask employees to quiet down and turn off background music. Silence will help ensure the camera hears you loud and clear.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Simple Techniques for Better Audio (cont’d) Stay Close to the Microphone The closer you are to your microphone, the better you’ll be heard in your video. If you’re using your camera’s built-in microphone, try to be within five to six feet from the camera. 5 Feet Avoid Zooming While Recording Important Audio You may be tempted to zoom in on your subject.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO Equipment Checklist Use this checklist to make sure you have everything you need before starting to shoot your video. You might not need all the items on this list, but it’s a good idea to have your equipment ready should the need arise.
Intro Plan Edit Your Video Shoot Edit GETTING STARTED WITH VIDEO Publish 1 HOUR With digital video, editing is easier than ever. Now you can drag and drop your favorite takes, add music, and arrange your videos however you want. The best way to put your video together is to use editing software. Almost every new computer comes with a free video editor, like Apple’s iMovie and Windows’ Movie Maker.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish Step 1: Arrange & Trim Your Clips Most video editing programs—from iMovie to the YouTube Video Editor—have a clip view or timeline, which lets you drag and drop shots to a virtual storyboard. You can move clips, change their length, and delete clips with just a few clicks. The goal should be to arrange your footage to tell a complete story in as little time as possible—1 to 2 minutes is recommended.
Intro Plan Shoot Edit Publish GETTING STARTED WITH VIDEO RESOURCE Step 2: Add Transitions, Overlays & Effects Once you have a general idea of how your clips will play out in your timeline, consider adding transitions, overlays, and other effects where appropriate. The effects, transitions, and overlays you choose should depend on your audience.
Intro Plan Shoot Edit Publish Step 3: Add Music Incorporating a music track into your video can help you set the mood, but it’s important that you own the rights or have permission to include the music in your videos. The YouTube Video Editor has more than 250 music tracks in genres ranging from classical to hip hop. Upload your video, then give it a try at www.youtube.com/editor REMEMBER: There are lots of different ways that musicians and artists can license their content.
Intro Plan Shoot Edit Publish Step 4: Export from Your Editor YouTube understands the most-used video formats, so before you’re ready to upload, make sure your video is smaller than 20 GB and is saved as one of the following: MPEG4 (.mp4) MOV files AVI WMV 3GPP MPEGPS FLV Congratulations! Now that you have your video, the last thing to do is publish it to YouTube and get the world to see it. Turn the page to learn how.
Intro Plan Shoot Publish to YouTube Edit Publish 10+ MIN Follow these three simple steps to create an account and upload your first video to YouTube.
Intro Plan Shoot Edit Publish Step 1: Create or Log In to Your Free Google Account Just go to www.youtube.com/signup, enter your information, and click Next Step. When you’re done, click Back to YouTube. FPO TIP: Create a new Google account for your business, like “mybusinessvideos@gmail.com” or “info@yourbusiness.com.” That way you can keep it separate from your personal email.
Intro Plan Shoot Edit Publish Step 2: Create Your Free YouTube Username If you’re logged in to your Google account, click Upload in the top right and choose a YouTube username. This will be the name associated with your YouTube account, so pick a name that reflects your business, top-selling product, or area of expertise. Please note, usernames are limited to 20 characters or less.
Intro Plan Shoot Edit Publish Step 3: Upload Your Video to YouTube Now that you have a YouTube username, upload your video at www.youtube.com/upload or click Upload from the homepage. The upload page offers a range of options, from simple single uploads to multiple file and instant webcam uploads. Drag and drop videos onto the page, or click Select files to get started.
Intro Plan Shoot Edit Publish Congratulations & Welcome to YouTube! 38
Intro Plan Shoot Edit 39 VIDEO Publish 1+ HRS MANAGING YOUR VIDEOS GETTING STARTED WITH 1 Video 2 Channel 3 Design 4 Dialogue
MANAGING YOUR Intro Video Channel Design Dialogue IF YOU JUST UPLOADED YOUR FIRST VIDEO TO YOUTUBE, YOU’VE REACHED A MARKETING MILESTONE. You’ve introduced your business to a potential viewership of more than 800 million people. The next step is to tailor your YouTube channel and video to your business so they can get discovered, make a connection with potential customers, and set the stage for a growing audience.
MANAGING YOUR Intro Video Channel Design Dialogue Overview Learn how to add key information to your videos to get discovered and set the foundation for engaging your customers. 15 MIN 1 Make Your Video Discoverable Add a title, description, and tags—important steps to take to make sure people can find your video. 41 15 MIN 2 M ake Your Channel Discoverable 15 MIN 3 Design Your Channel 15+ MIN 4 E ncourage Dialogue Your YouTube channel is home to all your YouTube videos.
MANAGING YOUR Intro Video Channel Design Make Your Video Discoverable VIDEOS Dialogue 15 MIN An important part of getting your video seen is to add a description, title, and tags. You can do this the moment your video starts uploading to YouTube. Adding this information, known as “metadata,” is a key step to helping YouTube know what’s in your video. By giving YouTube this information, you help catalog your video so people can find it and discover your business.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 1: Add a Title Think of your title as the headline of your video. A good title entices someone to watch your video and includes keywords and phrases that customers use when they search for videos. Keep your title short, specific, and use keywords at the beginning. If you want to include your brand name in the title and your brand isn’t well known, include it at the end. Vera is the artist and owner of Vera Simon Jewelry.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 2: Write a Description To give your video context and help it get discovered, you’ll want to write an interesting description that’s specific to your video. Summarize your video using complete sentences. Vera writes a description about her business’ new collection of women’s wristwatches. Compact view Full view TIP: YouTube shortens your description in search results and below your video, so make the most of your first two to three lines.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 3: Add Tags Make it easier for your customers to find your videos by adding tags. Tags are words and phrases that describe your video and help people find it online. When a search includes your tags, it helps your video appear in search results and suggested videos. Use as many tags as necessary to fully describe the content of your video and business.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 4: Choose a Category & Thumbnail Category Choose the category that best represents your video. YouTube organizes these 15 categories under the Browse tab, located at the top of each page. Thumbnail Once your video has been uploaded to YouTube, YouTube automatically generates three thumbnail images from your footage. Pick one to display next to your video in search results, on your channel, and in playlists.
MANAGING YOUR Intro Video Channel Design Dialogue VIDEOS Step 5: Make Your Video Public Every time you add a new video to YouTube, you decide whether you want it to be public, private, or unlisted. Feel free to keep your video private while you add a description and tags—just remember to make it public before you press Save so people can discover it on YouTube.
MANAGING YOUR Intro Video Channel Design Make Your Channel Discoverable VIDEOS Dialogue 15 MIN Think of your channel as your business’ home on YouTube. As you create and add more videos, they appear on your channel next to your profile, favorites, and playlists. Make sure people can find your business’ channel by updating some important fields: channel title, channel description, channel tags, and custom links.
MANAGING YOUR Intro Video Channel Design Dialogue VIDEOS Step 1: Update Your Channel Title Your channel title is the most prominent text displayed on your channel page, so we recommend changing it to your business’ name or a name that resonates with your customers. Step 2: Write a Channel Description Fill in information about your business so visitors can learn more about who you are. Be detailed, use complete sentences, and include your business’ telephone number.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 4: Add a Link to Your Website You can drive traffic to your website by adding a link to your channel page. To add a link, go to My Channel and click the Edit button on the right of the page. At the bottom, click Add new link, then add your title and link in the fields provided. Make sure to include “http://” or the link won’t work (e.g., http://www.youtube.com).
MANAGING YOUR Intro Video Channel Design Your Channel Design Dialogue VIDEOS 15 MIN You can give the design and function of your YouTube channel a personal touch by designing it to complement the look and feel of your business.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 1: Update Your Logo Every YouTube channel has a thumbnail image associated with it. By default this image is a human silhouette, but you can upload your logo or any other graphic that represents your business. To update your logo, go to Edit Channel, click the Appearance tab, and under the Avatar heading choose Select file. Then pick an image from your computer.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 2: Change the Background With YouTube’s new channel design, you can change your background color, upload a background image, or do both. Update the Color In the Appearance tab, click Choose a color under the Background heading. Then select a color from the grid or enter a custom color in the field at the bottom. When you’re done, click Accept. Add a Background Image In the Appearance tab, click Choose file under the Background heading.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 3: Choose a Featured Format Your YouTube channel lets you enable a Featured tab, which you can use to showcase a specific video to your channel’s visitors. 1. Enable the Featured Format Tab First, go to Edit Channel, click Featured Tab, and select the check box that says Enable featured tab. 2. Choose a Format Next, click the Featured format you want to use to showcase your videos.
MANAGING YOUR Intro Video Channel Design Dialogue VIDEOS Step 3: Choose a Featured Format (cont’d) 3. Change Your Default Tab Before you’re finished, click the Info and Settings tab, where you’ll choose the tab your visitors will see when they first come to your channel. Choose Featured Tab if you want visitors to watch your featured video first. When you’re finished, click Done Editing to save your changes, then choose your featured video.
MANAGING YOUR Intro Video Channel Encourage Dialogue Design VIDEOS Dialogue 15 MIN YouTube is more than just a free platform to share your videos with the world; it’s a social space that lets your viewers generate free word-of-mouth marketing for you. Here are some of the things you can do to build a community and lead the conversation.
MANAGING YOUR Intro Video Channel Design Dialogue VIDEOS Step 1: Subscribe & Comment Your viewers are more than just an audience—they’re part of a community. They frequently interact with channel owners and each other through comments, messages, and more. Empower them to grow your brand and they could become your business’ best promoters. 4 Ways to Build Your Community on YouTube 1. Respond to comments Your replies spur more viewers to comment when they notice you actively respond.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 2: Add Annotations The Annotations Editor is a tool that lets you layer text, hotspots, and links over your video, enriching your customers’ experience with information and interactivity. When used correctly, annotations can help you start a conversation with your customers, call on them to like or comment on a video, and encourage them to get involved. To access the Annotations Editor, click your username and select Video Manager.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 3: Write Captions Help viewers with disabilities and those who speak other languages enjoy your videos by writing and uploading subtitles for your video. Captions also give YouTube more information about your video, helping it show up in more places on the site. To add captions to your video, click your username and select Video Manager. Then choose the Edit dropdown next to the video you want to manage and click Captions.
MANAGING YOUR Intro Video Channel Design VIDEOS Dialogue Step 4: Keep Settings Social Encourage your viewers to talk about your business—online and offline—by keeping comments, voting, and other settings enabled after you upload a video to YouTube. The socialfriendly settings listed below are already active when you upload a video, so you don’t need to change anything if you want your clip to be as interactive as possible.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish 1+ HRS PROMOTING YOUR BUSINESS 61 1 Jumpstart 2 Promote
PROMOTING YOUR Intro Jumpstart Promote BUSINESS IT’S TIME TO LET THE WORLD KNOW YOU’RE OPEN FOR BUSINESS. When you get your video in front of the right people, you’re more likely to turn potential customers into paying customers. In this section, we show you how to use your YouTube videos to reach and grow your audience—online and in person, too.
PROMOTING YOUR Intro Jumpstart Promote Overview Follow the steps in this section to learn how to broadcast your YouTube videos to the right people. 30 MIN 1 Jumpstart Your Traffic with Video Ads Get your video in front of the right audience at the right time with Google AdWords for video. 1 HOUR 63 2 Publicize Beyond YouTube Learn how to embed your YouTube videos on your website, share them on social networks, promote them on targeted blogs, and more.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Jumpstart Your Traffic with an Ad Campaign YouTube + AdWords: The emotion of video meets the science of online advertising. You can promote your video to potential customers on YouTube and across the web at the exact moment they’re thinking about your product or service. How? It’s easy with AdWords for video. Success Story: Ceilume Ceilume is a family business that has made decorative ceiling tiles for more than 60 years.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS How does AdWords for video work? Just create your ad, set your budget, and choose options that speak to your target audience. AdWords takes care of the rest, automatically positioning your video in front of the people who are reading, searching for, or watching online content related to your business. How much does AdWords for video cost? You only pay when someone actually watches your video.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Reach Your Goals with AdWords for video You’ll get the best performance out of any online ad campaign by taking some time to think about what your overall business goals are and what results you’d like to see from your campaign. AdWords for video can help you reach a number of these goals, including: I Care About Reach AdWords for video can help your business reach thousands of users and drive social engagement across a range of ad formats.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Get Started with AdWords for video Follow these 10 steps to set up your first AdWords for video campaign.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Step 1: Log In to Your Google AdWords Account The first step to launching your first AdWords for video campaign is to create and log in to a Google AdWords account. 1. Go to adwords.google.com/video 2. Sign in with a Google account. Consider using the same Google account you use to manage your videos on YouTube, and don’t use an account linked to a personal email address. 3. Choose your time zone. Sign in with a Google account 4. Choose your currency.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Step 2: Link Your Accounts and Create a New Video Campaign 1. Link your YouTube channel and AdWords account. Click Linked YouTube accounts in the bottom left corner, then click + Link YouTube account and log in to your YouTube account. Linking these accounts makes it easier to choose videos for your ads, gives you more detailed view and usage statistics within AdWords, and allows you to create Call-to-Action overlays. 2. Create a new video campaign.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Step 3: Choose Your General Settings If this is your first time logging in, you should see “Create campaign and ad,” where you’ll select your video campaign settings and create your first ad. 1. W rite a campaign name. This is for your reference only and won’t be visible to viewers. T o illustrate how to set up your first campaign, let’s follow Jane, owner of Jane Chase Design, an interior design company.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Step 4: Select Your Locations & Languages 1. Set your locations. Make the most of your ads by choosing cities, regions, or countries where your audience lives and works. Jane’s office is in Los Angeles but she wants to grow her business across California. She decides to start running her ads in the entire state to learn more about who’s interested in her services. 2. Choose your languages.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Step 5: Choose a Video to Display in Your Ad Click Select video to choose your YouTube video. You can search by channel, keyword, or the video’s URL if it’s unlisted. Click anywhere within the row to choose your video. J ane clicks Select video. Because she linked her YouTube and AdWords accounts in step 2, she quickly finds her video.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Step 6: Choose Your Ad Formats & Networks AdWords for video uses TrueView, the YouTube family of ads that only charges you when a viewer decides to watch your video. There are four types of TrueView ads: in-search, in-slate, in-display, and in-stream. Learn more about each format on the following page.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote How Ads Appear: The TrueView Family Ad Format Viewer Experience Pricing Model TrueView In-search Ads appear on the YouTube search page. Viewers see your ad above or next to YouTube’s search results when they search for content related to your video. Pay only when someone clicks your ad to watch your video. TrueView In-display Ads appear next to videos on the YouTube watch page.
PROMOTING YOUR Intro Jumpstart Promote Step 7: Write Your Ad & Choose an Image The next step is to write ad text and choose a thumbnail image from your video that will inspire people to click. 1. Write a headline and description. Get six helpful tips on the next page. 2. Choose one of the four Thumbnail images. 3. S et your Display URL. This is the web address your viewers will see in certain ad formats. We recommend making this your business’ website. 4. S et your Destination URL.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS 6 Tips for Writing Attention-Grabbing Ads Keep the following tips in mind when writing the text for your ads: 1. Think about your customers. Use the words “you” and “your” to capture their attention. 2. Include call-to-action words like “watch,” “learn,” and “discover.” 3. Tell your audience exactly what they’ll see in your video. Be direct and compelling. This will help you get more clicks from interested viewers. 4.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Step 8: Name Your Targeting Group & Set Your Bid Targeting groups let you decide who sees your ad and how much you’ll pay per view. You need to have at least one targeting group before your ads are eligible to run. In this step, you’ll name your first targeting group and choose your bid settings: 1. Name your targeting group in the text field. (This is for your reference only and won’t be visible to viewers.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Step 9: Define Your Targeting Group Here, you’ll create your first targeting group, which will determine who sees your ad: 1. Set your targeting options for YouTube search, YouTube Videos, and the Google Display Network. If you’re new to online advertising, the easiest way to get started is to use the Search for targeting suggestions tool at the bottom of the page. It will give you ideas and suggestions for keywords, topics, and other targeting options.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Step 9: Define Your Targeting Group (cont’d) 2. Optional: Use Negative targets if you don’t want your video to appear in searches or sites containing a certain term or topic. Negative targets can help you reach the most appropriate audience by filtering out unwanted placements.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Step 10: Set Up Your Billing Your ads won’t be activated until you submit valid billing information. Once you do, you can edit this information at any time. Follow the steps below to enter your billing information: 1. E nter the contact information for the person or business responsible for paying your company’s AdWords costs and click Continue. 2. M ake your billing selections and enter your information. Click Continue. 3.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Optional: Create a Call-to-Action Overlay You can create a Call-to-Action overlay to share more information about your video, raise interest in your channel, or link to your website at no extra charge. Follow these steps to create a Call-to-Action overlay for your video: 1. I f you haven’t already done so, link your YouTube channel and AdWords account by following the directions on page 69. 2. C lick your campaign from the left column. 3.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Promote Beyond YouTube 1 HOUR A great promotion plan connects with customers wherever they are—online and offline. Promote your YouTube videos across your sites and social networks, get them featured on blogs, and show off your channel in print and in your store or office.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Embed Your Video on Your Website With YouTube, your website can connect with customers through video 24 hours a day, 7 days a week. Follow these five simple steps to add your video to your website. If you need help, ask whoever helps you with your site. 1. G o to your video’s page on YouTube. 2. C lick the Share button located under your video. 3. C lick the Embed button. 4. Copy the code from the expanded box. 5.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Announce with Email & Social Media When someone +1’s, follows, or signs up for your mailing list, it’s a big deal. These are your most devoted and engaged customers—your online inner circle—and they want to be the first to know what’s new with your business. 5 Ways to Share Your YouTube Successes Here are some simple ways to share your YouTube videos and channel: 1. P ost your videos to your social network pages, like Google+, Facebook, and Twitter. 2.
PROMOTING YOUR Intro Jumpstart Promote BUSINESS Send to Blogs and Other Sites Many viewers discover YouTube videos through other sites and blogs. Owners of these sites are always looking for great content to write about or feature. Make it easy for them and promote your videos by reaching out with a video that’s relevant to their audience. The traffic you generate could be a significant source of views for your video. 3 Steps to Promote your Video on Other Sites 1. Create a list of sites and blogs.
PROMOTING YOUR Intro Jumpstart BUSINESS Promote Promote Your Video Offline An easy, effective way to promote your business is to add links to your YouTube channel in print, traditional advertising, and in your store or office. Business Cards & Letterhead It’s easy to bring a new level of interaction to these most basic forms of business communication. Just add your channel’s URL next to the rest of your contact information.
PROMOTING YOUR Intro Jumpstart Promote Promote Your Video Offline (cont’d) Print & Direct Mail If you buy traditional advertising in newspapers, magazines, or direct mail, adding a link and QR code to your YouTube channel is an excellent way to extend your story beyond the printed word. In-Store Add a sign with your channel’s URL next to your cash register or loop your YouTube playlist on a monitor in your store or office to immerse your customers in your business’ story.
Intro Plan Shoot Edit GETTING STARTED WITH VIDEO Publish 2 1+ HRS TRACKING YOUR SUCCESS 88 1 Tools Insights
TRACKING YOUR Intro Tools Insights SUCCESS GET THE INSIGHTS YOU NEED TO GROW YOUR BUSINESS ONLINE. All the views, shares, and subscriptions you generate represent a wealth of information about your audience andyour ads. With just a few clicks, you can explore this data, learn about your viewers, and take steps to more effectively market your business with YouTube. It’s a powerful cycle of testing, learning, and improvement that can help your business grow.
TRACKING YOUR Intro Tools Insights Overview Find out who watched your videos, get insights, and improve your campaigns. 15 MIN 1 Learn the Tools of the Trade Discover YouTube Analytics, AdWords, and other easy-to-use tools that give you detailed information about your audience and ads. 45+ MIN 2 G ather Insights & Enhance Your Results Learn a few of the ways you can get insights into your audience and video performance, then use those insights to enhance your AdWords for video campaigns.
TRACKING YOUR Intro Tools SUCCESS Insights Learn the Tools of the Trade Every time your audience clicks, views, or comments on your video, the interaction is captured by one or more free tools: YouTube Watch, YouTube Analytics, and AdWords for video. You can click, sort, filter, and explore these tools to learn everything from who your audience is to how to best reach them. YouTube Watch Get basic insights into your video’s performance from the YouTube Watch page.
TRACKING YOUR Intro Tools Insights SUCCESS YouTube Watch You can get basic insights into your video’s performance from its dedicated viewing page, also known as its “watch page.” Just click the bar graph icon to the right of your view count to see views, likes, audience popularity, and more. Bar graph – Click here to see how a video is performing.
TRACKING YOUR Intro Tools Insights SUCCESS YouTube Watch Total views – Your total views and the significant events that motivated those views. Ratings, Comments & Favorites – Your total likes, dislikes, comments, and favorites over the lifetime of your video. Significant discovery events – The date of noteworthy events and their related views. Audiences – Your top 3 viewer demographics. 93 World map – See where your video’s views are coming from by country.
TRACKING YOUR Intro Tools SUCCESS Insights YouTube Analytics YouTube Analytics is a smart, intuitive tool that gives you key information about your YouTube audience and video performance. It’s an exciting way to learn what sites generated views, where your audience lives, and much more—all to help you better engage potential customers. Get Started To access YouTube Analytics, go to www.youtube.com/analytics.
TRACKING YOUR Intro Tools Insights YouTube Analytics: Overview View reports – Learn about your viewers and their viewing habits. Engagement reports – See how your audience interacts with and shares your videos. Top 10 videos – Your top 10 videos, their views, and likes. SUCCESS Download report– Click here to save a report to your computer. Report filters – Change the video, geographic location, and date range of your report. Performance– Displays how many views and subscribers you’ve gained.
TRACKING YOUR Intro Tools Insights SUCCESS AdWords for video AdWords for video gives you valuable insights about your audience and how they respond to your ads. You can use it to see how your ad is performing, learn from your progress, and find new opportunities with video. Getting Started with AdWords for video Reports When you log in to your AdWords for video account at adwords.google.com/video, you’ll come to your All video campaigns report.
TRACKING YOUR Intro Tools SUCCESS Insights AdWords for video: All Video Campaigns Report Date range – Changes the dates displayed in the graph and table. Graph type – Choose between Views, Cost, Average CPV, View rate, and Conversions. Campaign – Click here to see a report on a specific campaign. Average CPV (Cost per View) – The average amount you paid each time someone viewed your ad. AdWords for video: All campaigns view Impressions – The number of times your ad was displayed.
TRACKING YOUR Intro Tools SUCCESS Insights AdWords for video: Campaign Report Click a campaign to enter the campaign report. Campaign reports are made up of four clickable tabs: The Ads Tab When you click a campaign, you’ll be in the Ads tab, which lets you see how your ads are performing by TrueView format, network, and targeting group.
TRACKING YOUR Intro Tools Insights SUCCESS Gather Insights & Enhance Your Results Learn how to enhance your business’ YouTube strategy with YouTube Analytics and AdWords for video. It’s a cycle of learning, testing, and improvement that can help you reach larger audiences. Tom owns Beaconstone Bakery, a chain of cookie shops in Michigan. His business has several locations and an online store that delivers to homes and offices across the U.S.
TRACKING YOUR Intro Tools SUCCESS Insights Step 1: Get Insights with YouTube Analytics YouTube Analytics gives you key insights into your YouTube audience and the success of your videos.
TRACKING YOUR Intro Tools SUCCESS Insights Example: Check Basic Demographics Let’s use YouTube Analytics to look at your audience’s age and gender. Tom selects his video from the Content field, then clicks Demographics in the left column. He finds that more than 60 percent of his audience is female and almost 40 percent is male. You can take insights like these and apply them to your AdWords for video campaign. Learn how on the following pages.
TRACKING YOUR Intro Tools SUCCESS Insights Step 2: Analyze with AdWords for video If you created an AdWords for video campaign, check in at least once a week to see how it’s doing by logging in to your account at adwords.google.
TRACKING YOUR Intro Tools Insights SUCCESS Example: Explore Basic Ad Performance Learn how your audience responded to your video ads by checking Impressions, Views, and View Rate. Tom is happy with his overall ad performance. The Impressions column shows that his thumbnail ad was displayed 2,800 times and his video was displayed 3,000 times. Of those impressions, more than 450 people viewed his ad, as shown in the Views column.
TRACKING YOUR Intro Tools SUCCESS Insights Step 3: Take Action & Increase Your Reach It’s time to take action to enhance your AdWords for video strategy to reach more potential customers.
TRACKING YOUR Intro Tools Insights SUCCESS Example: Create New Targeting Groups Apply your insights from YouTube Analytics and AdWords for video to your campaign. Your goal is to tap into the combination of targeting options that most efficiently reaches your campaign goals. Using YouTube Analytics, Tom found that the gender of his audience is split by about 60-40, female to male. Tom wants to see if he can improve his View rate in these audiences by targeting them more specifically.
TRACKING YOUR Intro Tools Insights SUCCESS Success Story: Your Business Businesses around the world want to hear about your experience with YouTube. What was it like to create your first video? What kind of results have you seen? How has AdWords for video worked for your business? What tips and secrets would you share to help others follow in your footsteps? Share your thoughts with other business owners by uploading a YouTube video and tagging it with “YouTube for Business.
Appendix Resources Glossary 1 R esources 2 G lossary 3 W orkbook 107 Workbook
Appendix Resources Glossary Workbook Resources Use these online resources to learn more and expand your campaigns.
Appendix Resources Glossary Workbook Video Creation Resources Resource Description Link YouTube Workbook for Business A collection of templates and checklists that complements this guide. Download and print the standalone version or refer to the last section of the Appendix. www.youtube.com/yt/advertise/advertiser-playbook.html Creator Playbook Learn advanced tips, best practices, and strategies to help you build your audience on YouTube. www.youtube.com/yt/creators/playbook.
Appendix Resources Glossary Workbook Promotion & Tracking Tools Resource Description Link YouTube Analytics An interactive tool that gives you key information and insights about your YouTube audience and video performance. www.youtube.com/analytics AdWords for video Create video ad campaigns that reach audiences with video ad formats. adwords.google.com/video Resource Description Link Google Insights for Search Compare searches in specific regions, categories, time frames, and more. www.
Appendix Resources Glossary Workbook Glossary A AdWords for video – This tool allows you to create video ad campaigns that target audiences on YouTube and tens of thousands of sites on the Google Display Network. Annotations – Interactive commentary and calls to action that you can add to your videos. Auction – AdWords selects ads and placements using an auction. You and others bid on keywords so that ads will appear on a given page for those keywords.
Appendix Resources Glossary Workbook E–M Embedding – You can make YouTube videos appear on your website, social networks, blogs, and more with a special embed code. The embed code is available below the video on its main viewing page by clicking Embed. Google Display Network – The Google Display Network is comprised of tens of thousands of websites that have partnered with Google to display Google AdWords ads. Metadata – For videos on YouTube, metadata includes the title, description, and tags.
Appendix Resources Glossary Workbook U–V Username – The name of your YouTube account and channel that you use to identify yourself to other YouTube users. Video Responses – A video response is a video that is posted in response to another video. If the owner of a video allows video responses, a viewer can post a video response by clicking the “Post a Video Response” button, located under the video on its main page. Video Views – A view occurs when a person watches your video.
Appendix Resources Glossary Workbook Workbook Use this collection of templates and checklists to help you create, publish, manage, and promote your business’ YouTube videos. Workbook 1. Creative Strategy 2. Script 3. Storyboard & Shot List 4. Equipment Checklist 5. Publish & Manage Checklist 6. Promote & Engage Checklist RESOURCE: Download a print-friendly version of the Workbook at www.youtube.com/yt/advertise/advertiser-playbook.
Appendix Resources Glossary Workbook 1. Creative Strategy Background Info Company name: Product/service description: Promise/guarantee: Where product/service is sold: Target Audience Age: Gender: Location: Annual income: $ What’s important to them? What do they want or need? Are there any upcoming opportunities? Goals What is the main goal of your video? (e.g., drive awareness, introduce my business, etc.) What do you want your audience to do? (e.g., visit my website, eat at my restaurant, etc.
Appendix Resources Glossary Workbook 2. Write a Script About Your Business Follow this outline to write a script about your business. The Beginning Introduce yourself and open with a short story. How did you get started in your business? The Middle Explain your business’ expertise.
Appendix Resources Glossary Workbook 2. Write a Script About Your Business (cont’d) The Middle (continued) What is your customer service philosophy? What do you do to make your customers feel special? Where is your business located? Where can your audience buy your product? The Conclusion Summarize your business’ value as succinctly as possible and close with a clear call to action.
Appendix Resources Glossary Workbook 3.
Appendix Resources Glossary Workbook 4. Equipment Checklist You might not need all the items on this list, but it’s a good idea to have your equipment ready before you start to shoot.
Appendix Resources Glossary Workbook 5. Publish & Manage Checklist This checklist covers some of the most important things you can do to help your video get discovered when you upload it to YouTube. Publish: Log in and upload your video to YouTube at www.youtube.com/upload Manage: Write a compelling title for your video. Write a description of your video, making the most of your first 2–3 lines. Add tags that describe your video and business. Choose a category for your video. Select a thumbnail.
Appendix Resources Glossary Workbook 6. Promote & Engage Checklist Keep track of how you decide to promote your video and engage new customers. Promote: Advertise with an AdWords for video campaign. Embed your video in your website. Outreach to relevant blogs, sites, and online communities. Update your social media. Email your mailing list. Add a link to your channel to your print ads and business cards. Engage: Engage with the audience in the comments section during the first few hours of promotion.
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