YouTube Marketing For Dummies

פרטים

Advice from a YouTube insider on how to creative effective campaigns YouTube is the top destination for online video. With over a billion viewers around the globe, it's also valuable real estate for marketers looking to get their message out. YouTube Marketing For Dummies shares insight from a former YouTube employee who helped large and small businesses create effective marketing campaigns. Inside, you'll discover proven game plans for buying advertising, launching a content marketing campaign, building a branded channel and community, and evaluating the results of your work. Plus, you'll find trusted, proven ways to get the most bang for your buck from the internet's #1 destination for video content. Create a plan that fits your business needs Launch an ad campaign Find video creation strategies Launch a branded channel Are you ready to identify, launch, and measure a YouTube marketing campaign? Everything you need is a page away!

מידע נוסף

מידע נוסף
עמודים	384
פורמט	Paperback / softback
ISBN10	1119541344
יצא לאור ב	New York
תאריך יציאה לאור	26 במרץ 2019
תוכן עניינים	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 YouTube's big data 8 YouTube's 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 initiative's 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 Dove's 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 Formats 59 YouTube's 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 Lowe's 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 Audience's Interests 205 Make Sure It's 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 People's 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 Success 299 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
זמן אספקה	21 ימי עסקים