Why Your Company Needs to Be on YouTube How You Can Drive Sales & Traffic using TrueView (YouTube Advertising)

2. & the
Wild West
@JakeLarsen7

3. Who Am I?
• Writer
• Designer
• Director
• Producer
• Editor
• Marketer

4. Who Am I? What I’ve Done

8. tv: Spikes
iPhone 5 Unboxing
Video Launched HzO Video
(Waterblocking)
InvisibleSHIELD EXTREME
iPhone 4S Launched with iPhone 5
Released iPad 3
Released
Popular Keyword Trends.

9. ZAGGtv YouTube Channel
Lifetime Stats Product Page EXTREME Campaign
July 2009 - Nov 2012 Ave.Value Conv. Rate First 30 Days:
30 Days:
$100 4%
AD COST: $170,000
Views: 25,571,944 IMPRESSIONS: 47.8 MILLION
Minutes: 13,211,626 $75 3%
CLICKS: 389,000
Subscriptions: 7,091 $50 2%
COST / VISIT: $0.24 (Avg: $2)
Conversions: 10,751 UNITS SOLD: 346,148
No Video
No Video
REVENUE: $3.2 MILLION
Value: $1,452,424.57
Video
Video
$25 1%
ROI: +1,797%
ZAGGtv Time Line iPhone 4S
Scratch Test
200,000
VIEWS iPhone 4 iPad 2 Fake iPhone 5 iPhone 5
Scratch Test Destroyed Unboxing EXTREME
iPad 3
Scratch Test
100,000
2009 Created ZAGGtv 2010 2011 2011 2012 2012
JULY YouTube Channel OCTOBER MARCH SEPTEMBER MARCH SEPTEMBER

10. YouTube Marketing AmBADASSador

11. & the
Wild West

12. Why?

13. New Land

14. What Made the West Wild?
Freedom

15. Gold

16. What Makes Wild?
• High Demand
• Low Supply
• New Land
• Freedom
• New Opportunity

17. What Makes Wild?

18. What Makes Wild?
108,000,000
People in the USA will Watch
1,308,000,000
Videos Today

19. What Makes Wild?
13,000,000
Customers Click Ads Every Day

20. What Makes Wild?
53x
Video likely to appear on
first page of Google.

21. What Makes Wild?
43x
Higher CTR than Text

22. What Does It Mean?

24. Then

25. Now

26. Then

27. Now

28. Future of Advertising

29. FOX on YouTube

30. +
Driving Sales with TrueView
@JakeLarsen7

31. TrueView Layouts

32. In-Slate

33. In-Search

34. In-Display

35. In-Stream

36. Targeted Audience

37. Demographics
Age & Gender

38. Interest Topics
Interests of Person Content of Page

39. Keywords
Search & Content of Page

40. ReMarketing
Channel or Site

41. Placements
Channel, Video or Sites

42. Target Predictions

43. Analytics
• Impressions
• Views
• Clicks
• Video Play Through
• Cost Per Click
• Cost Per View
• CTR
• Conversions
• Cost Per Conversion

45. EXTREME Case Study
}
Cost: $52,165
Sales: $4,326 ROI: - 47,865%
Cost / Conv: $606

46. Adwords for Video
Doesn’t Work...

47. …Or does it?

48. EXTREME Case Study
Targets
Cost Per Conversion: $27.84

49. EXTREME Case Study
Filter Targets

50. EXTREME Case Study
}
Cost: $8,628
Sales: $31,268 ROI: + 300%
Cost / Conv: $15

51. 7 TrueView Tips
Videos that Convert

52. 1
Build Video
Around Click

53. How Much?
CPC CPV
.03₵ - 0.17₵

56. What’s a View?
Half the Ad
or
< 30 Seconds

57. Build Video Around the Click

58. Video A
CTR: 0.24%
View Rate: 1.6
Video B
CTR: 2%
View Rate: 15.2
Increase: + 733%

60. ?
Avg: $1.25

61. Poor Landing
Page

62. Good Landing Page
2

63. Be Interesting
3

64. 4
Experiment
“ There’re no expert marketers,
only experienced marketers
and expert testers.”

65. ReTargeting
5

66. EXTREME Case Study

67. Be Clear
Good Design Eliminates Confusion
6

68. This is who I am.
This is what I Do.
This is what You Need to Do.

69. Measure
Everything
7

70. Increase Sales
* Product Pages with Video Get 3X more Sales

72. Site Analytics

74. What TrueView Is
• Engagement
• Track Data (Analytics)
• Targeted Audience
• Affordable
• Open To Anyone

75. What TV is NOT
• Engagement
• Track Data (Analytics)
• Targeted Audience
• Affordable
• Open To Anyone

77. Velcro
Theory

78. Videos
Potential Customers

79. Grow a Pear

80. & the
Wild West
Blog: JakeLarsen.me
Twitter: @JakeLarsen7
Email: JakeLarsen7@gmail.com