Tag Archives for " youtube advertising "

Tips to Optimize Youtube Videos for Higher SEO Ranking.

According to the 2018 State of Inbound report, 45% of marketers are investing more on YouTube over the course of this year — more than any other marketing channel available to them.

And with the rise of other content formats comes the need to optimize them for search.

Also read: 8 Massive Benefits of Using YouTube For Business.

But how does YouTube SEO work? What are the steps you need to take to optimize your YouTube channel for search? We’ve outlined some major tips and tools below.

1. Rename your video file using a target keyword.

Just like you would when optimizing written content, you’ll use an SEO tool to first identify keywords you’d like your video to focus on.

When a keyword is identified, insert the keyword in your title before you even upload it to YouTube. Why?

YouTube can’t actually “watch” your video to see how relevant it is to your target keyword, so it safely inserts this keyword on your video’s viewing page once it’s published.

Also read: 6 Easy Tips to Make More Profit Using YouTube Advertising.

But, YouTube can read your video’s file name and all the code that comes with it when it’s uploaded.

With that in mind, replace the “business_ad_003FINAL.mov” filename (don’t be embarrassed … we’ve all been there during post-production) with your desired keyword.

If your keyword is “house painting tips,” for example, your video’s file name should be “house-painting-tips” followed by your preferred video file type (MOV, MP4, and WMV are some of the most common that are compatible with YouTube).

2. Insert your keyword naturally in the video title.

When we search for videos, one of the first things that our eyes are drawn to is the title.

That’s often what determines whether or not the viewer will click to watch your video, so the title should not only be compelling, but also clear and concise.

Although your keyword plays a big part in your video title, it also helps if the title closely matches what the viewer is searching for.

Research conducted by Backlinko found that videos with an exact keyword match in the title have only a slight advantage over those that don’t.

Here’s a linear representation of those findings:

exact-match-title.png

Source: Backlinko

Nonetheless, it’s a good idea to optimize your title for this keyword so long as it fits naturally into a title that tells viewers exactly what they’re about to see.

Lastly, make sure to keep your title fairly short, recommended limiting it to 60 characters to help keep it from getting cut off in results pages.

3. Optimize your video description.

First things first: According to Google, the official character limit for YouTube video descriptions is 1,000 characters.

And while it’s okay to use all of that space, remember that your viewer most likely came here to watch a video, not to read an essay.

If you do choose to write a longer description, keep in mind that YouTube only displays the first two or three lines of text — that amounts to about 100 characters.

After that point, viewers have to click “show more” to see the full description.

As for optimizing the video itself, it doesn’t hurt to add a transcript of the video, especially for those who have to watch it without volume.

That said, Backlinko’s research also found no correlation between descriptions that were optimized for a certain keyword and the rankings for that term.

keyword-in-description.png

Source: Backlinko

4. Tag your video with popular keywords that relate to your topic.

YouTube’s suggests using tags to let viewers know what your video is about.

But you’re not just informing your viewers — you’re also informing YouTube itself. The platform uses tags “to understand the content and context of your video.”

That way, YouTube figures out how to associate your video with similar videos, which can broaden your content’s reach.

But choose your tags wisely. Don’t use an irrelevant tag because you think it’ll get you more views — in fact, Google might penalize you for that.

And similar to your description, lead with the most important keywords, including a good mix of those that are common and more long-tail.

5. Categorize your video.

Once you upload a video, you can categorize it under “Advanced settings.”

Choosing a category is another way to group your video with similar content on YouTube so it winds up in different playlists and gains exposure to more viewers who identify with your audience.

It might not be as simple as it looks. In fact, YouTube suggests marketers go through a comprehensive process to determine which category each video belongs in.

It’s helpful, the guide writes, “to think about what is working well for each category” you’re considering by answering questions like:

6. Upload a custom thumbnail image for your video’s result link.

Your video thumbnail is the main image viewers see when scrolling through a list of video results.

Along with the video’s title, that thumbnail sends a signal to the viewer about the video’s content, so it can impact the number of clicks and views your video receives.

While you can always pick one of the thumbnail options auto-generated by YouTube, we highly recommend uploading a custom thumbnail.

A report shows that “90% of the best performing videos on YouTube have custom thumbnails,” recommending the use of images that are 1280×720 pixels — representing a 16:9 ratio — that is saved as 2MB or smaller .jpg, gif, .bmp, or png files.

If you follow those parameters, it can help to ensure that your thumbnail appears with equally high quality across multiple viewing platforms.

It’s important to note that your YouTube account has to be verified in order to upload a custom thumbnail image.

To do that, visit youtube.com/verify and follow the instructions listed there.

For interesting tips, tricks and articles on Youtube marketing, do follow our page

6 Easy Tips for More Profitable YouTube Advertising.

Did you know that people watch 5 billion videos on YouTube every day? In fact, 300 hundred hours of video are uploaded to YouTube every minute!

But, it’s becoming harder and harder to stand out amongst your competition.

This is why advertising spends does need to be allocated to services like YouTube in order to gain visibility from your target audience.

Although similar to paid search spend, the world of YouTube advertising can seem a bit overwhelming and complicated to navigate at first.

Below are six tips to help you spend your YouTube ad budget in a smart way to actually gain attention from the people that matter the most, your future customers.

1. Choose Your YouTube Ad Format Wisely

The first complicated fact about YouTube advertising is that there are many different ad formats available. From bumper ads to sponsored cards to display ads to skippable or non-skippable video ads.

Where should you start? Well, you should first start by reading about each individual format on the YouTube help page here, and then considering what your main goal is.

For example, if you’re looking to raise brand awareness with an engaging video ad, then it would make more sense to run a TrueView in-stream or discovery ad.

On the other hand, if you’re looking to be more targeted and gain leads to your website that are genuinely interested in your offerings, it might make sense to use sponsored cards.

  1. Segment In-Stream and Discovery Ads into Different Campaigns

Similar to how you should be separating your Google AdWords campaigns into search vs. display network, you should be doing the same with your video ads.

Why? In-stream ads and in-display ads are very distinct from one another,

What’s the difference? In-stream ads play before, during, or after other videos.

In- display ads appear next to related YouTube videos, as part of YouTube search results, or alongside other content across the Display Network.

Because of these differences, you should have a different budget and strategy which is easier to control on the campaign level.

3. Take Advantage of YouTube Targeting Options

Just as you should when advertising on Facebook, Twitter, or Google, you need to pay close attention to the audience that is consuming your messages.

Why waste money on unqualified and irrelevant eyes who are unlikely to be interested in your offerings?

YouTube allows great flexibility to take control over who sees your ads.

Starting with demographic targeting, you can then layer on affinity audiences (to target people interested in a certain topic), custom affinity audiences, and in-market audiences.

For example, if you’re selling golf lessons in a certain location it would make sense to advertise in that region to the demographics of your typical customers who are already interested in golf.

4. Set Up Video Remarketing

Remarketing is by far the most effective targeting method in my opinion because you have the security of knowing this audience has already expressed interest in your company by visiting your website.

If you’re unfamiliar with remarketing, it’s a way to follow your website visitors with advertisements in other places (think social networks, websites via the display network, and YouTube of course).

It might sound creepy, but it’s effective and has likely even worked on you before.

For example, the time that new pair of shoes kept showing up on your Facebook feed so you finally purchased them. Yup, that was remarketing!

The great thing about remarketing is it’s relatively easy to set up, and once configured there isn’t much you need to do aside from tracking the effectiveness (which I’m sure you’ll be content with!).

5. Create Compelling, Human Content that Feels Native

With so much video content on the internet, and the option to skip over and x-out of most YouTube advertisements, it’s important to focus on producing high-quality video content.

Think of quality as something that does not feel like your typical advertisement, as in it’s not an annoyance or disturbance.

Whether it be a compelling story that pulls at the heartstrings or a joke/prank that has your audience on the floor laughing.

Including people and making a relatable experience that feels natural and native is what you should aim for.

6. Drive Action by Adding Interactive Elements to Your Ads

Did you know that you can link up your shopping cart with a TrueView video ad?

You can also add calls-to-action, cards to showcase products, or even auto-end screens encouraging the viewer to download your app.

Whether your business model is B2B or B2C, you have some goal in mind that has led you to advertise, so why not capitalize on these features to drive action?

Having a great ad is one thing, but actually getting tangible results and new business from that ad is another, so explore these actionable features to reach your video ad goals faster.

So, Here’s How to Create More Profitable YouTube Ads [Summary]:

In sum, for more profitable YouTube advertising, follow these six tips:

  1. Choose the right ad format based on your goal
  2. Segment in-stream and discovery ads into separate campaigns
  3. Use advanced YouTube targeting options
  4. Set up a video remarketing campaign
  5. Create compelling, emotional video ads that tell stories
  6. Drive action with interactive links in your videos

 

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