Category Archives: Social Media
Videos have become one of the most important components of the online user experience. 300 hours of video are uploaded to YouTube per minute and this number is only going to increase due to the growing number of online devices with video capabilities and the successful user engagement videos create.
Being able to generate sales or leads through YouTube should be an essential item in every marketer’s toolbox for several reasons:
- It is cheaper to get more visibility compared to other advertising tools
- It helps increase brand recognition while still targeting relevant users
- It integrates with many traffic sources since it allows the use of remarketing
Before getting into several ways to advertise on YouTube, we are going to have a quick look at how advertising on YouTube works in the first place.
Advertisers can choose among two ad formats to advertise on YouTube:
- Video Ads
- Banner Ads
Read on for the instructions for banners and the seven ways to advertise on YouTube:
Using Video Ads to Advertise on YouTube
Using video ads is done through the use of a Google AdWords Account. You first need to log in your Google AdWords account.
If you have never created a video campaign or are looking to create a new one, click on “+ Campaign” and “Video”:
The next step in the creation of a video campaign is to actually link your YouTube Channel to AdWords for videos. This will give you additional data on the performance of your campaigns.
In order to link YouTube to AdWords, click on the settings wheel in the top right corner and click on “Linked accounts.” You will then have a number of options including YouTube. When you click on “View details” below the YouTube paragraph, AdWords will guide you through the account linking process.
Any video campaign you create will show up in the campaign tab. Here is an example of a video remarketing campaign:
If you are creating a video you want to use as an ad, here are some best practices.
Video Creation Best Practices
- Create a video that directly addresses your audience
- Say the most important thing in the first 5 seconds
- Keep the video short (around 30 seconds maximum) and easy to understand
- Use a professional voiceover to maximize results
- Create at least two variations of the video to test what generates better results
- Add call-to-action overlays
Using Banner Ads to Advertise on YouTube Videos
This is an extremely powerful tool to increase brand awareness. To get started, you need to create a display campaign:
You will then be able to choose the campaign type based on your marketing objective:
Banner Creation Best Practices:
- Include a call to action
- Use colors that contrast to stand out
- Don’t include too much text
- Test the use of people as opposed to text only
- Create banners that reflect your brand
7 Ways to Advertise on YouTube
Now that it’s clear how to get started with YouTube ads, it is time to discuss the target methods you can use in your campaigns:
Placement targeting allows advertisers to pick specific videos they would like to appear on. The main advantage of placements targeting are:
- You can pick highly relevant videos
- You spend money only where you have a higher chance to convert
- You will be able to control bids on the placements that are likely to make the difference for you
This method also holds many disadvantages:
- Volume might be small
- CPCs are higher due to a lower amount of available impressions
- The campaign will be difficult to scale up
Each person has different topics of interest and being able to target those topics allows you to target a relevant audience while generating volume.
The main advantages of topics targeting are:
- Large impression availability
- Targeted, but not too narrow
- Good CPC compared to placements targeting
The main disadvantages are:
- Lower conversion rate than placements targeting
- It doesn’t guarantee websites talking about your topics will be relevant to your business
- It might be too broad for items targeting specific niches
Contextual targeting works with keywords and helps identify pages whose context fits the context of your keywords. Picking the right keywords becomes key to the success of this campaign type.
The advantages of a keyword driven display campaign are:
- It allows you to target contexts relevant to your business
- It is a good way to scale up campaigns at a low CPC
The main disadvantages are:
- It might not convert very well at first
- It needs a lot of negative placements to make sure the campaign doesn’t invest money on bad websites.
This is one of the most effective ways to target people on YouTube since it is based on targeting people who have already visited your website without converting.
Remarketing is extremely powerful and its main advantages are:
- High conversion rates
- Extremely relevant to the users
- It can be customized based on users’ behaviors on the site
Remarketing doesn’t have many disadvantages:
- You need to make sure not to target irrelevant users, such as people who bounced right away from your site
- It might become too invasive if it has no caps on impressions
Interests can be found in the same place where you add a remarketing list:
- Affinity audiences: This option allows you to target large groups of people based on their long-term interests
- In-market audiences: This option targets people who are actively shopping in the market for your products or services
The main advantages of interest targeting are:
- Possibility to reach out to a large number of targeted users
- Lower risk to target irrelevant users
- It focuses on the user behavior and not only on page content
The main disadvantages are:
- It might still target audiences that aren’t relevant enough
This target option speaks for itself. It allows you to target users based on age and gender. Additionally, Google introduced an additional targeting layer which consists of targeting a parental status. Here is what the end result looks like:
Demographic targeting has a few powerful advantages:
- It helps exclude people who aren’t relevant to a business
- It allows you to customize bids by age, gender, and parental status
The main disadvantages are:
- It general and targets too many irrelevant users for businesses that don’t aim to the masses\
- If you get a lot of traffic from “unknown” users, you won’t be able to optimize based on performance and you will be running blind
7. Combination of Targeting Methods
This is certainly one of the most interesting targeting options since it allows you to take the best of each targeting method and reduces targeting disadvantages, since different methods compensate for the flaws of others.
The best practice is to combine two to three targeting options, but no more, to avoid limiting your audience too much.
With the ever-increasing demand for video, you can never know too many ways to get your ads in front of the right audience. However, not every business has videos ready to go and banners are a great way to get started with YouTube. Try these tips to increase sales and brand awareness.
Remember to combine different targeting options and continually test what works best.
Image Credits Featured Image: Image by Rocco Baldassarre All screenshots by Rocco Baldassarre. Taken September 2015. Source : Search Engine Journal Author : Rocco Baldassarre
Facebook announced Thursday that it will remove a privacy setting that was only being used by a small percentage of its users, “Who can look up your Timeline by name?,” after initially announcing the demise of the setting last December, when it revamped its privacy tools.
The removal of the setting is likely aimed at enhancing search results in general, and results from Facebook’s own Graph Search in particular, and Chief Privacy Officer Michael Richter sought to reassure users in the Newsroom post announcing the move, reminding them that the social network’s remaining privacy settings will still allow them to control who sees their information.
- Last year, we announced the removal of an old setting called “Who can look up your Timeline by name?,” along with new controls for managing content on Facebook.
- The search setting was removed last year for people who weren’t using it. For the small percentage of people still using the setting, they will see reminders about it being removed in the coming weeks.
- Whether you’ve been using the setting or not, the best way to control what people can find about you on Facebook is to choose who can see the individual things you share.
- In the coming weeks, people who are sharing posts publicly on Facebook will also see a notice reminding them that those posts can be seen by anyone, including people they may not know. The notice reminds people how to change the audience for each post.
To quickly control who can find posts you shared in the past, visit the privacy settings page. With one click, you can limit the audience of posts you’ve shared in the past. This means any posts that were previously shared with friends of friends or public will now be shared just to friends.
To further control what people see across the site:
- Share each post with the people you want to be able to see it. You control this every time you post.
- Use Activity Log to review individual things you’ve already shared. Here you can delete things you may not want to appear on Facebook anymore, untag photos, and change the privacy of past posts.
- Ask friends and others to remove anything they may have shared about you that you don’t want on the site. You can do this by reaching out to the person directly, or using the reporting feature, also available in Activity Log.
To get to Activity Log and other privacy tools, click the lock icon at the top of every page to use your privacy shortcuts.
For more information on privacy and search, visit the Help Center and the Graph Search privacy page.
For those interested in the history behind the setting that will soon disappear, he added:
Everyone used to have a setting called, “Who can look up your Timeline by name?,” which controlled whether you could be found when people typed your name into the Facebook search bar.
The setting was created when Facebook was a simple directory of profiles and it was very limited. For example, it didn’t prevent people from navigating to your Timeline by clicking your name in a story in News Feed, or from a mutual friend’s Timeline. Today, people can also search Facebook using Graph Search (for example, “People who live in Seattle,”) making it even more important to control the privacy of the things you share, rather than how people get to your Timeline.
The setting also made Facebook’s search feature feel broken at times. For example, people told us that they found it confusing when they tried looking for someone who they knew personally and couldn’t find them in search results, or when two people were in a Facebook group and then couldn’t find each other through search.
If you still have the old setting, you will see a notice on your homepage like the one below. You can click to learn more, or close it to get a reminder later.
Readers: Did you ever use the “Who can look up your Timeline by name?” setting?
Author : David Cohen
Source : AllFacebook
Understanding the type of people who visit your site is a very important task because you can use that information to enhance your site to suit them. As a result, you will gain more loyal returning visitors that come back again and again for more.
What is the age level and what kind of knowledge does your audience have? A layman might linger around a general site on gardening, but a professional botanist might turn his nose at the very same site. Similarly, a regular person will leave a site filled with astronomy abstracts but a well educated university graduate will find that site interesting.
Take your audience’s emotional state into consideration when building your site. If a very irritated visitor searches for a solution and comes across your site, you will want to make sure you offer the solution right up front and sell or promote your product to him second. In this way, the visitor will put his trust in you for offering the solution to his problems and is more likely to buy your product when you offer it to him after that.
When you design the layout for your site, you have to take into account the characteristics of your audience. Are they old or young people? Are they looking for trends or are they just looking for information served without any icing on the cake? For example, introducing a new, exciting game with a simple, straightforward black text against white background page will definitely turn prospects away. Make sure your design suits your site’s general theme.
Try to sprinkle colloquial language in your sites sparingly where you see fit and you will create a sense that your audience is on common ground with you. This in turn builds a trusting relationship between you and your audience, which will come in useful should you want to market a product to your audience.
For more info: firstname.lastname@example.org
A lot of successful websites depend on returning visitors to account for a major part of their traffic. Returning visitors are easier to convert into paying customers because the more often they return to a site, the more trust they have in that site. The credibility issue just melts away. Hence, keep your visitors coming back to your site with the following methods:
1) Start a forum, chatroom or shoutbox
When you start a forum, chatroom or shoutbox, you are providing your visitors a place to voice their opinions and interact with their peers — all of them are visitors of your site. As conversations build up, a sense of community will also follow and your visitors will come back to your site almost religiously every day.
2) Start a web log (blog)
Keep an online journal, or more commonly known as a blog, on your site and keep it updated with latest news about yourself. Human beings are curious creatures and they will keep their eyes glued to the monitor if you post fresh news frequently. You will also build up your credibility as you are proving to them that there is also a real life person behind the website.
3) Carry out polls or surveys
Polls and surveys are other forms of interaction that you should definitely consider adding to your site. They provide a quick way for visitors to voice their opinions and to get involved in your website. Be sure to publish polls or surveys that are strongly relevant to the target market of your website to keep them interested to find out about the results.
4) Hold puzzles, quizzes and games
Just imagine how many office workers procrastinate at work every day, and you will be able to gauge how many people will keep visiting your site if you provide a very interesting or addicting way of entertainment. You can also hold competitions to award the high score winner to keep people trying continuously to earn the prize.
5) Update frequently with fresh content
Update your site frequently with fresh content so that every time your visitors come back, they will have something to read on your site. This is the most widely known and most effective method of attracting returning visitors, but this is also the least carried out one because of the laziness of webmasters. No one will want to browse a site that looks the same over ten years, so keep your site updated with fresh bites!