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  • Key Insights For Successful Video Strategy

    Nike’s #GetOutHere campaign is planned to capture the winter sentiment with 21 athletes making an appearance reliving their favorite snow-day memory, and recalling who they would love to hit with a snowball. According to The Bleacher Report, From New England Patriots tight end Rob Gronkowski and New York Giants receiver Odell Beckham Jr. to United States women’s national team star Carli Lloyd, many of the biggest names in outdoor and winter sports make appearances.

    YouTube is known to play an important role in buyer journey,  with Sixty-four percent of shoppers, according to Google Insights and  forty percent growth year-over-year in viewership of product videos such as sneaker pickups, first impressions, and product reviews. YouTube  has created an Awesome Stuff Week with creators for content that audiences are looking at prior to purchase. Awesome Stuff week is a five-day celebration of awesome stuff hosted by tons of your favorite YouTubers. Awesome Stuff Week is a great way for audiences to discover  new products.

    For 2014 Holiday Season, Walmart and Target focused on video advertising with Target using mostly TV ad spots. Walmart with online video focused strategy gathered nearly 13 times the Views that target achieved with TV advertising.

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    Use Keyword Analysis Tool to improve the search results by identifying the highest impact keywords.

    Optimize your campaign in AdWords for the metrics that matter the most to your campaign.

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    Use Predictive Analytics to determine the campaigns and the video ad mix that is likely to perform better.

    Use Pre-determined Workflows to increase efficiency and efficacy of campaigns. If you are retargeting audiences with video creative, then work on a campaign and creative flow for each stage of customer journey.

    Look at all possible channels to optimize video views including Mobile, SEO, email and Social Media.

    Use Celebrities to promote your videos for a campaign.

    Promoting Video Clips of your ad brings about greater engagement.

    Best Practices for YouTube Marketing Success From Top 100 Global Brands Study

    Be a well-oiled, consistent, video content machine. The most successful brands have 50 percent more videos per channel compared to the least successful ones. The best-performing brands publish high volumes of content on a regular schedule. Top aggregate brands publish approximately 78 videos per month. Leading media brands produce even more: close to 500 videos per month.

    YouTube SEO follows very different rules than traditional SEO. Within traditional SEO—Google prioritizes web pages with YouTube video embeds.
    The best performing 25 percent of Top 100 Global Brands took more care in optimizing their videos and channels, maintaining twice the number of playlists and video tags than the bottom 25 percent.

    Don’t get caught in the overproduction trap; lesser quality video works well, too The best YouTube marketers produce a broader range of video content.Videos do not need to be prime-time quality because those with lower production value can be just as effective.

    Apply an “Always On” strategy to video marketing The most successful brand marketers on YouTube integrate their online video   strategies with their traditional, offline marketing strategies. Successful video marketers don’t hesitate to produce video series for very limited, but highly engaged audiences, such as event participants.  Continued advertising results in sustainable channel growth and subscribers.

     

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    Apply branding consistently, intelligently and methodically The top performers consistently brand their videos in both the video content itself as well as in metadata, which includes titles, tags, and descriptions.
    An appropriate level of branding within videos is essential because successful YouTube videos are often used outside of the context of a branded YouTube channel, such as website embedding. Over-branding may limit sharing within independent communities of interest

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    Adding more content is more important than adding more channels 37 percent of all channels have not been updated with fresh content for over 120 days. Successful marketers have YouTube channels that clearly focus on specific target audiences.

     Engage your community with social media
    Facebook and Twitter are among the most important sources of traffic on YouTube within the Top 100 Global Brands. Users frequently share videos on social networks, as video content has greater sharing appeal.  The top 25 percent of brands had significantly higher social sharing of video than the bottom 25 percent.Viewer sentiment is starting to show distinct trends for different verticals. Home and luxury segments have the highest sentiment, while financial services and consumer goods have the least.

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    While planning your Christmas Campaigns, remember Unboxing Videos is a Growing Trend

    Unboxing video views have grown 57 percent over the past year, and uploads have grown more than 50 percent.  And the unboxing videos have more than a billion views in this year alone.

    Checklist for TrueView In-stream and In-Display Ads

     

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    Source: Pixability, YouTube Insights

     

  • Marketing Insights For Search and Social Media Campaigns

    Referral traffic from Social is on the rise, though the total volume referred by Search is still higher than the traffic from Social. Here are some leading trends that can help you focus on Social Networks to increase visits to your site during the holiday season.

    According to Adobe Digital Index survey for more than 900 billion digital ad impressions from search and social platforms, as well as more than 23 billion referred visits:

    The most engaging format for Facebook remains images with interaction rates a high as 3.5 percent. Retail and Travel are the top verticals for interaction on Facebook.

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    Share of Visits from Social Networks have increased from 1.9 percent to 3.2 percent and from search have increased to 44.1 percent.

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    For Smartphone traffic, Visits referred from Search are at 44.1 percent, as compared to 3.2 percent from social networks.

     

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  • Holiday Marketing Checklist For November

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    Holiday related search queries are the highest in the week of Black Friday, Thanksgiving and Cyber Monday, with CTRs being highest in the same week which means for Content marketers and App marketers it’s important to be ready with the campaigns well in time to optimize the results from search queries.

    Search Queries for Recipes and cooking are the highest on Sunday before Black Friday making it important for Search Marketers and Content Marketers to be ready with the ads and Social Media Engagement Posts as early as the first week of November. Planning your content in time for SEM and Social Networks can help you optimize your campaigns and boost referral traffic, taking advantage of lower CPC’s in the initial weeks of the Holiday season.

    XmasAccording to Social Times, “Adobe Digital Index analyzed consumer activity on branded sites from the third quarter of 2014 through the third quarter of 2015, examining more than 900 billion digital ad impressions from search and social platforms, as well as more than 23 billion referred visits from social networks including Facebook, Twitter, Pinterest, Tumblr, Reddit,YouTube and LinkedIn.

    Highlights of the findings by Adobe Digital Index included:

    • Facebook ad impressions rose 10 percent in the third quarter of 2015 compared with the previous quarter.
    • Revenue per visit is rising across the board for social networks, with Facebook topping the list at USD 1.24, followed by Pinterest (USD 0.74), Twitter (USD 0.60) and Reddit (USD 0.57).
    • Smartphone traffic from social networks doubled year-over-year, while desktop and tablet traffic from smartphones only rose 12 percent and 9 percent, respectively, over the same time period.
    • Facebook continued to hold off Google in terms of growth in click-through rates, with the social network posting a 35 percent gain in the third quarter of 2015 versus the third quarter of 2014, compared with 25 percent for the search giant.”

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    Bing Ads recommends that Marketers are ready with the campaigns, and Ad Copy as early as first week of November. To guide your campaign planning for Black Friday and Thanksgiving here is a checklist offered by Bing Ads.

    NOVEMBER
     Holiday searches peak the week of Thanksgiving, so set budgets and bids to be strong during this time.
     Get more from mobile with higher bids to show in position #1 or #2.
     Highlight incentives and discounts in ad copy with phrases like “20% off holiday sale” and “free shipping.” DECEMBER
     Update ad copy to create a sense of urgency, “Order now for delivery by Christmas” and “3 days left for free shipping.”
     Offer “Free gift wrapping” as an incentive for last-minute shoppers.
     Drive traffic to brick-and-mortar stores after last ship date.
     Keep campaigns fully funded through December to catch post-Christmas shoppers redeeming gift cards

     

     

     

     

  • Bing Ads Insights For Product Ads and Shopping Campaigns

    Bing has recently introduced Keyword Planner Tool and Remarketing for shopping and search campaigns. The Keyword Planner Tool helps brands determine the best performing keywords for their brand and add keywords to a campaign. Keywords Planner Tool helps you determine the best performing keywords for a location that can help advertisers bid with Geo-targeted ads. Bing Ads Keyword planner tool gives you the ability to determine the keyword performance for different devices, allowing advertisers to target audiences for different geography with different keywords.

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    For Bing Ads Shopping campaigns and product Ads here are some of the Best Practices shared by Bing Ads.

    Optimize Product titles

    Optimizing product titles requires including product descriptions in the Title, including Brand Color, Size and gender to ensure that your ads are featured for the relevant keyword search queries. Use Keyword planner to optimize results for the category, including Geo targeting capabilities that help you determine the best keywords for the targeted location.

     

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    Highlight Sale price Vs. Regular price

    To ensure that you get the results from your ad it’s important to highlight the sale price and regular price in Google Product ads and shopping campaigns.

    Create Custom Labels

    Custom labels for your ad should include the type of bid that you want to go with for your ads and the type of offer and the product feed.

    Optimize Bidding

    Optimize bids for your ads to ensure that your best performing ads and creative are prioritized for the time that your audiences are looking for offers.

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