Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 3
Beyond the Book 3
Where to Go from Here 4
Part 1: Getting Started with YouTube Marketing 5
Chapter 1: YouTube in the Marketing Mix 7
YouTube Is Important for Marketers 7
YouTube is big and growing fast 8
The benefits of YouTubes big data 8
YouTubes place in your marketing mix 9
Using YouTube in Marketing 10
Advertising versus content marketing 10
Picking a lane 11
The Secret Formula for YouTube Success 12
Creating a brief to reach the right people 12
Harnessing the power of video ads 13
Developing your content strategy 13
Making great videos 14
Mastering YouTube management 14
Measuring success 15
Chapter 2: Using YouTube for Your Business 17
Capturing All Your Business Challenges 17
Defining Your Campaign Type 19
Brand awareness and reach 21
Brand and product consideration 22
Engagement 22
Conversion 23
Loyalty and advocacy 25
Determining Your Budget for Media and Production 27
Breaking down your annual budget 28
Taking the 70/20/10 approach 28
Calculating your production budget 28
Setting your media budget 29
The Necessary Nature of the Brief 30
Developing the Key Components of a YouTube Brief 31
About the campaign 31
Campaign or initiatives needs 32
Deliverables and considerations 33
Chapter 3: Targeting Your Audience 35
Creating a Picture of Your Target Audience 35
Gaining Insights into Your Audience 37
Insights 38
Doves Campaign for Real Beauty 39
Developing Audience Insights 40
The Four C Framework for Insights 41
Consumer 41
Category 42
Competitor 43
Culture 43
The Best Tools and Resources for Insights 44
Trending on YouTube 45
Google Trends 47
Google Surveys 52
Social media and comments 56
Part 2: Advertising Campaigns on YouTube 57
Chapter 4: Advertising Formats59
YouTubes Ad Format Offerings 59
Display ads 60
Image ads 61
Skippable video ads 62
Nonskippable video ads 65
Midroll ads 66
Bumper ads 66
The YouTube Masthead 68
Google Preferred 69
The Google Display Network 70
Being Aware of the Ad Policy 71
Prohibited content 72
Prohibited practices 72
Restricted content 73
Editorial and technical quality standards 74
Chapter 5: Developing Your Ad Strategy 75
Developing Your Marketing Messages 75
Discovering Micro-Moments 76
I want to know moments 78
I want to do moments 79
I want to buy moments 80
I want to go moments 80
Buying Paid Media 81
Doing it yourself 82
Using a media agency 83
Exploring Pricing Models 84
Cost per thousand (CPM) 84
Cost per view (CPV) 86
Cost per acquisition (CPA) 87
Placing Your Media Buy 88
Auction 88
Reserve 90
Scheduling Campaigns 91
Chapter 6: Ad Creative Fundamentals 93
YouTube Is Not TV 93
The story arc of a TV spot 94
The story arc of a YouTube ad 95
Gathering Your Marketing Essentials 96
Your messages 96
Your brand assets 97
Existing video assets 98
Your mandatories 99
Following the Rules of a Great YouTube Ad 100
Getting attention 100
Clearly branding 103
Making a connection 103
Giving specific direction 104
Testing Video Ad Creative 105
Testing marketing messages 105
Testing video creative 106
Chapter 7: Buying Paid Ad Media 109
Getting to Know Google Ads 109
Signing up with Google Ads 110
Getting a tour 110
Setting Up Video Campaigns 110
Driving leads 117
Delivering website traffic 118
Growing product and brand consideration 118
Creating brand awareness and reach 119
Designing your own custom campaign 121
Navigating the Google Ads Interface 121
Overview 122
Recommendations 122
Campaigns 123
Ad groups 123
Ads& extensions 124
Videos 127
Landing pages 127
Keywords 127
Audiences 128
Demographics 129
Topics 129
Placements 130
Settings 131
Locations 131
Ad schedule 131
Devices 131
Advanced bid adjustment 132
Change history 132
Exploring More Google Ads Features 132
Tools 133
Bulk actions 133
Measurement 133
Setup 134
Part 3: Planning Your Content Strategy 135
Chapter 8: Exploring Video Content Formats 137
Educate, Entertain, Inspire 138
People Visit YouTube for Education 138
Is an educational video the right format for your content? 140
Types of educational videos 140
The distinction between edutainment and how-to 148
A checklist for making educational videos 149
People Visit YouTube for Entertainment 150
Is an entertainment video the right format for your content? 151
Types of entertainment videos 153
Lean in versus lean back 163
A checklist for entertainment videos 164
People Visit YouTube for Inspiration 166
Case studies 166
Is an inspiration video the right format for your content? 170
A checklist for making inspirational videos 171
Connecting Formats to a Content Strategy 172
Chapter 9: Developing Your Content Strategy 173
Having a Brand Purpose 173
Applying Brand Purpose to Your YouTube Channel 174
Choosing Your Themes 175
Generating theme ideas 176
Lowes Home Improvement 177
Enjoying a Popular Niche 180
Benefitting from a popular niche 180
Finding a popular niche 182
Exploring Trending and Evergreen Videos 184
Trending videos 185
Evergreen videos 185
Making the choice 187
Distributing Content 187
Giving Structure to Your Content Choices 188
Hero videos 189
Hub videos 190
Help videos 193
Mapping Video to Your Marketing Calendar 196
Chapter 10: Content Fundamentals 197
Make Your Videos Shareable 198
Take a Conversational Approach 200
Involve Your Audience with Interactivity 201
Always Be Consistent 203
Target Your Audiences Interests 205
Make Sure Its Sustainable 206
Maximize Your Chances of Discoverability 207
Make Your Videos Accessible 208
Strive for Authenticity 208
Part 4: Making Videos for Ad Campaigns and Content 211
Chapter 11: Creating Video 213
Gathering Your Gear 213
Cameras 214
Audio 216
Lighting 218
Tripods 220
Preparing for Production 221
Developing your idea 221
Storyboarding your vision 222
Crafting your script 224
Developing your shot list 225
Choosing locations 226
Creating the call sheet 226
Tallying up costs 227
Ensuring legal compliance 227
Shooting Your Video 227
Planning the shot 228
Composition 228
B-roll 229
Continuity 229
Editing Your Video 230
Editing process 230
Exploring Advanced Video Options 232
Livestreaming 232
360-degree video 233
Virtual reality 234
Chapter 12: Curating, Collaborating, and Outsourcing 235
Getting Someone to Make Videos for You 235
Advertising and marketing agencies 236
Video production companies 237
Local freelancers 237
Online marketplace services 238
Video creation tools 240
Collaborating on Videos 240
Email a YouTuber directly 242
Work with a multichannel network (MCN) 242
Use a YouTuber marketplace 242
Curating Other Peoples Videos 243
Part 5: Working with YouTube Channels 245
Chapter 13: Launching Your YouTube Channel 247
Creating Your YouTube Channel 247
Customizing Your Channel 249
Adding a banner image 250
Adding links to your banner 251
Editing your channel icon 251
Adding your channel description 252
Digging Deeper into Channel Customization 254
About tab 254
Channels tab 255
Discussion or Community tab 256
Home tab shelves 258
Channel trailer 260
Making Money from Your YouTube Channel 261
The YouTube Partner Program 262
Other ways to make money 265
Chapter 14: Publishing Your Videos 267
Writing Compelling Titles 267
The hook, explanation, and information 268
The question 268
The statement 268
The clickbait 269
Crafting a Quality Video Description 269
Adding Tags 270
Customizing Your Thumbnail 271
Uploading Videos 272
Improving Your Videos with Advanced Customization 275
Applying enhancements 276
Adding audio 278
Adding end screen and annotations 278
Adding cards 280
Modifying subtitles/CC 281
Chapter 15: Channel Management 283
Introducing Creator Studio Classic 283
Dashboard 285
Video Manager 285
Live Streaming 285
Community 286
Channel 289
Analytics 291
Translations and Transcriptions 291
Create 292
Your contributions 293
Auditing and Updating an Existing Channel 293
Channel art 293
Text areas of your channel 294
Video organization 294
Being in Good Standing 295
Copyright strikes 296
Community strikes 297
Part 6: Measuring Success299
Chapter 16: Ad Campaign Metrics That Matter 301
Getting to Know Google Ads Reports 302
Using predefined reports 302
Creating a custom report 308
Creating a custom dashboard 309
Scheduling reports 310
Measuring the Metrics That Matter 311
Brand awareness and reach metrics 312
Brand and product consideration metrics 313
Website traffic and leads 315
Optimizing Your Ad Campaign 317
Tweaking your creative 317
Experimenting with ad formats 318
Targeting new audiences 318
Modifying campaign settings 319
Altering bidding and budgets 320
Chapter 17: Content Metrics That Matter 321
Getting to Know YouTube Analytics 321
Revenue Reports 323
Watch Time Reports 324
Watch time 324
Impressions and click-through rate 325
YouTube Premium 326
Audience retention 326
Demographics 326
Playback locations 327
Traffic sources 327
Devices 327
Live streaming 328
Translations 328
Interaction Reports 329
Subscribers 329
Likes and dislikes 330
Videos in playlists 330
Comments 330
Sharing 331
Annotations 331
Cards 331
End screens 332
Using Reports to Optimize Your Videos 332
Increasing watch time and views 332
Growing your audience 332
Getting more subscribers 333
Maintaining your YouTube Channel 333
Part 7: The Part of Tens 335
Chapter 18: The Ten Biggest Mistakes People Make 337
Trying to Do Too Much 337
Failing to Set Success Criteria 338
Forgetting about the Audience 339
Neglecting to Make Creative for YouTube 340
Thinking Paid Media Is Optional 340
Copycatting 341
Ignoring the Basics of Quality Video Production 341
Making Once, Distributing Once 342
Giving Up Too Early 342
Slacking Off Optimization 343
Chapter 19: The Ten Most Popular YouTubers 345
PewDiePie 346
Dude Perfect 346
Smosh 346
Markiplier 347
Nigahiga 347
Ninja 347
JennaMarbles 348
Logan Paul Vlogs 348
Shane 348
Jake Paul 349
Index 351
