YouTube Display Advertising – Overlay Ads
Transcription of Video
So last week we had a client come to us wanting to produce a video. The main purpose of the video was for brand awareness and to actually drive traffic back to their website. So a lot of the normal rules of SEO video don’t really apply for this. So what we did was we actually used YouTube Display Advertising and used the click to call to action in the lower third overlay. There were pretty interesting results. We got a very high click through and lows costs for the client. So we’d just like to run through how we did it, step-by-step. So it’s probably best if we head back over to the computer and we’ll show you how we did it.
Okay. There are a couple of things you need to do to start off. What you need to do is actually set up an account with AdWords. I’m not going to show you that because it’s a fairly easy and straightforward process. You just enter in your payment details and all, and give them some money, and away you go.
So once all that’s set up, what you have to do is to decide which video that you actually want to promote. So once you go into the actual video, once you’re logged in, along here you just hit “Promote”. Now this will start up the actual promotion process. So it automatically selects the video that you’re on. Then go in here and hit “‘Next, I agree.”
So now we need to actually create an ad. Now you might be thinking, “I don’t want to pay for anything.” But what you do is you put a very, very low cost per click, like 1p or $0.01. Then bid for a very, very high keywords, but I’ll show you all this anyway.
So obviously, you put something a bit better for that. Select the thumbnail that you want, enter in the keywords. Now, because we only want this to show up on our own video, so we don’t actually have to pay that much for it, either put in like a stupidly highly searched keyword like Lady GaGa or football or baseball or something like that, or put something that’s highly viewed that you can control. So for this I’m actually going to put our company name. So add this to the list so it goes up to there. Then we hit, “Next”. Now set your cost per view. So we want that very low, so 1p. If you’re in the States it’ll be for this. You match your maximum daily budget at 6 pounds. It needs to be up over 5 pounds for it to actually kick in, so just hit it for 6. Okay, “Rrun the promotion”. There that’s all done.
What we now need to do is actually create the overlay. So we go back into the settings for the actual video that we’re running the promotion on. Then now you’ll see we’ve got this call-to-action overlay. Now, I’ve already created this just for speed. So we’ve got the headline. We’ve got description line one and description line two. Now image URL, this is really important. It really pulls out the ad and makes it very highly clickable, and it’s 56×56 pixels. It needs to be on the Web somewhere so you can run it off your own website or put it on whatever photo sharing site you use, the display URL and the destination URL. All pretty straightforward, very similar to AdWords. Hit “Save Changes”.
Then it’s pretty much instant, so if we go and view this page, there we go. There’s the actual video, linking off, got our logo, all looking lovely. It’s super easy to promote your own brand or push out links to other websites.
Now with this, it comes on automatically. It runs for 15 seconds, and then will fade away. We’re still able to view it, but we are right down at the bottom here. Obviously, if people want to get rid of it, they can just close that. So it’s not overly offensive. It’s quite subtle, but it looks really, really nice, especially with the image there as well.
So I hope that helps. If you’ve got any questions, put them in the comments below. I’d love to hear your feedback.
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