Anyone who has ever conducted a search on YouTube knows that it’s quite possible to find a video on almost any subject matter. Only recently, YouTube has recently announced the addition of promoted videos to their pay per click model.
Much like Google Adwords, the YouTube promoted videos reach searchers by using keywords. Advertisers can also add negative keywords to prevent their video from being seen next to undesirable videos or genres. Promoted video ads have the same character length and character restrictions as a typical Adwords text ad; three lines of text with a maximum of 25 characters in the headline, and two lines of text with a maximum of 35 characters per line.
YouTube promoted videos are subject to the same Google Adwords policies and procedures. However, unlike Google Adwords, YouTube promoted video permits alcohol and liquor video advertisements. Videos promoting competing sites, such as Facebook, Myspace, LinkedIn or otherwise are prohibited to run within the promoted video section.
According to Google, over 13 hours of video content are uploaded every second, that being said, just uploading a video to YouTube is not enough. A promoted video allows you to gain exposure for a very small price, due to the fact that the competition is so limited at the present time. Once popularity of this program increases; the cost per click will likely increase.
With YouTube running a close second to Google in the number of searches performed, it is clear that YouTube is not going anywhere. YouTube’s sponsored videos is not only a great opportunity for marketers to get in on the ground floor of video advertising, but also an opportunity to be a part of the next era of internet marketing.
When creating an online campaign, much time is spent selecting keywords and even more time writing ad copy, but very little time deciding which match type to use for keywords. Recently, I was working with a client who asked MoreVisibility to create a fresh, exciting search engine marketing campaign (SEM). When I spoke to the client with respect to their previous SEM efforts, I was surprised to discover they had not been utilizing any variations in match type; in fact, they had only been using broad match.
Broad match keywords display the widest range of search query results possible. Broad match will allow the keywords to be displayed in any order; with other search terms before, after or in between your keywords. For example, if you were a farmer looking to create an SEM campaign for avocados; you may choose to use ‘avocado’ as a keyword. However, if ‘avocado’ is used as a broad match keyword, the interpretations are endless and the search query results are limitless; even if a searcher is looking for an ‘avocado colored sweater’ or someone looking for ‘how to plant avocado trees’ then your ad would be displayed. Typically, broad match keywords produce huge numbers of impressions and clicks, but very few conversions; especially when the search terms are general.
Phrase match keyword types are a useful match type, as they prevent words from being inserted between the keywords when a search query is conducted. You can indicate phrase match keywords by putting keywords in quotation marks when adding it to Google. Phrase matched keywords will not allow words to be inserted between your quoted keywords. For example, more appropriate keywords may be “buy avocados” or “fresh avocados.” These keywords are more targeted and when implemented as a phrase match type, reduce the amount of superfluous clicks and irrelevant searches.
Exact match is another useful tactic which prevent any words to come before or after the specified keyword or keywords when performing a search query. Exact matching can be implemented by adding brackets to the keyword; for example by enclosing the keyword [avocado] inside the brackets, it is considered to be an exact match keyword. This will then cause your ad to not be displayed for such queries such as, ‘avocado sweater’ as the keyword [avocado] is set for exact match status. Exact matches will produce fewer clicks and impressions, but lead to more qualified visitors.
While campaigns have many components, one essential feature that should not be ignored is the keyword match type. An effective match type will reduce the amount of unnecessary clicks, and leave more money for your advertising budget. An effective SEM campaign utilizes a combination of different match types to target specific searchers and limit uninterested parties.
Since I began working in search engine marketing, I have learned the basic rules of writing effective ad copy that adheres to search engine specifications. While each search engine has their own guidelines, the premises are the same. One important question still remains; how can you get as much information across to a searcher within the specific ad character limitations, but yet, still be fresh and creative?
A few weeks ago, I came across this issue while developing ads for a client. I was stumped as far as the verbiage I could use in the ad copy, while still giving the ad a fresh look and feel. Here are some methods I used to not only inspire me to write enticing ads, but to also differentiate my client among their competitors.
I begin by conducting some research on my client’s industry; browsed their website and familiarized myself with industry terms. If you happen to come across terms that are foreign to you, Wikipedia is a great resource that will put terms into a context that’s easy to understand. This preliminary should research aide you in writing ad copy.
When writing the ad copy, I tried to select words that will evoke a sensory experience about the client’s business, product or service; such as ‘experienced’, ‘trusted’ or ‘knowledgeable.’ These types of words are important to searchers, as they want to conduct business with those they feel they can trust and who not only understand the product or service they are selling, but the industry as a whole. To keep ad text exciting, try using a thesaurus to inspire creativity; sometimes it can take the ad to a higher level of professionalism.
Lastly, when I write my ads, I include a call to action whenever possible. A strong call to action will not only set you apart from others, but also will make your ads more appealing to searchers.
It’s important to remember that you only a few have moments to capture the searchers attention. Your ads don’t need to be elaborate; usually simple is better. Be concise, creative and honest about your products and services and the ads will virtually write themselves.