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<p><b>Introduction</b><b> 1</b></p> <p>About This Book 1</p> <p>Foolish Assumptions 2</p> <p>Icons Used in This Book 3</p> <p>Beyond the Book 3</p> <p>Where to Go from Here 4</p> <p><b>Part 1: Getting Started with YouTube Marketing</b><b> 5</b></p> <p><b>Chapter 1: YouTube in the Marketing Mix</b><b> 7</b></p> <p>YouTube Is Important for Marketers 7</p> <p>YouTube is big and growing fast 8</p> <p>The benefits of YouTube’s big data 8</p> <p>YouTube’s place in your marketing mix 9</p> <p>Using YouTube in Marketing 10</p> <p>Advertising versus content marketing 10</p> <p>Picking a lane 11</p> <p>The Secret Formula for YouTube Success 12</p> <p>Creating a brief to reach the right people 12</p> <p>Harnessing the power of video ads 13</p> <p>Developing your content strategy 13</p> <p>Making great videos 14</p> <p>Mastering YouTube management 14</p> <p>Measuring success 15</p> <p><b>Chapter 2: Using YouTube for Your Business</b><b> 17</b></p> <p>Capturing All Your Business Challenges 17</p> <p>Defining Your Campaign Type 19</p> <p>Brand awareness and reach 21</p> <p>Brand and product consideration 22</p> <p>Engagement 22</p> <p>Conversion 23</p> <p>Loyalty and advocacy 25</p> <p>Determining Your Budget for Media and Production 27</p> <p>Breaking down your annual budget 28</p> <p>Taking the 70/20/10 approach 28</p> <p>Calculating your production budget 28</p> <p>Setting your media budget 29</p> <p>The Necessary Nature of the Brief 30</p> <p>Developing the Key Components of a YouTube Brief 31</p> <p>About the campaign 31</p> <p>Campaign or initiative’s needs 32</p> <p>Deliverables and considerations 33</p> <p><b>Chapter 3: Targeting Your Audience</b><b> 35</b></p> <p>Creating a Picture of Your Target Audience 35</p> <p>Gaining Insights into Your Audience 37</p> <p>Insights 38</p> <p>Dove’s Campaign for Real Beauty 39</p> <p>Developing Audience Insights 40</p> <p>The Four C Framework for Insights 41</p> <p>Consumer 41</p> <p>Category 42</p> <p>Competitor 43</p> <p>Culture 43</p> <p>The Best Tools and Resources for Insights 44</p> <p>Trending on YouTube 45</p> <p>Google Trends 47</p> <p>Google Surveys 52</p> <p>Social media and comments 56</p> <p><b>Part 2: Advertising Campaigns on YouTube</b><b> 57</b></p> <p><b>Chapter 4: Advertising Formats </b><b>59</b></p> <p>YouTube’s Ad Format Offerings 59</p> <p>Display ads 60</p> <p>Image ads 61</p> <p>Skippable video ads 62</p> <p>Nonskippable video ads 65</p> <p>Midroll ads 66</p> <p>Bumper ads 66</p> <p>The YouTube Masthead 68</p> <p>Google Preferred 69</p> <p>The Google Display Network 70</p> <p>Being Aware of the Ad Policy 71</p> <p>Prohibited content 72</p> <p>Prohibited practices 72</p> <p>Restricted content 73</p> <p>Editorial and technical quality standards 74</p> <p><b>Chapter 5: Developing Your Ad Strategy</b><b> 75</b></p> <p>Developing Your Marketing Messages 75</p> <p>Discovering Micro-Moments 76</p> <p>“I want to know” moments 78</p> <p>“I want to do” moments 79</p> <p>“I want to buy” moments 80</p> <p>“I want to go” moments 80</p> <p>Buying Paid Media 81</p> <p>Doing it yourself 82</p> <p>Using a media agency 83</p> <p>Exploring Pricing Models 84</p> <p>Cost per thousand (CPM) 84</p> <p>Cost per view (CPV) 86</p> <p>Cost per acquisition (CPA) 87</p> <p>Placing Your Media Buy 88</p> <p>Auction 88</p> <p>Reserve 90</p> <p>Scheduling Campaigns 91</p> <p><b>Chapter 6: Ad Creative Fundamentals</b><b> 93</b></p> <p>YouTube Is Not TV 93</p> <p>The story arc of a TV spot 94</p> <p>The story arc of a YouTube ad 95</p> <p>Gathering Your Marketing Essentials 96</p> <p>Your messages 96</p> <p>Your brand assets 97</p> <p>Existing video assets 98</p> <p>Your mandatories 99</p> <p>Following the Rules of a Great YouTube Ad 100</p> <p>Getting attention 100</p> <p>Clearly branding 103</p> <p>Making a connection 103</p> <p>Giving specific direction 104</p> <p>Testing Video Ad Creative 105</p> <p>Testing marketing messages 105</p> <p>Testing video creative 106</p> <p><b>Chapter 7: Buying Paid Ad Media</b><b> 109</b></p> <p>Getting to Know Google Ads 109</p> <p>Signing up with Google Ads 110</p> <p>Getting a tour 110</p> <p>Setting Up Video Campaigns 110</p> <p>Driving leads 117</p> <p>Delivering website traffic 118</p> <p>Growing product and brand consideration 118</p> <p>Creating brand awareness and reach 119</p> <p>Designing your own custom campaign 121</p> <p>Navigating the Google Ads Interface 121</p> <p>Overview 122</p> <p>Recommendations 122</p> <p>Campaigns 123</p> <p>Ad groups 123</p> <p>Ads & extensions 124</p> <p>Videos 127</p> <p>Landing pages 127</p> <p>Keywords 127</p> <p>Audiences 128</p> <p>Demographics 129</p> <p>Topics 129</p> <p>Placements 130</p> <p>Settings 131</p> <p>Locations 131</p> <p>Ad schedule 131</p> <p>Devices 131</p> <p>Advanced bid adjustment 132</p> <p>Change history 132</p> <p>Exploring More Google Ads Features 132</p> <p>Tools 133</p> <p>Bulk actions 133</p> <p>Measurement 133</p> <p>Setup 134</p> <p><b>Part 3: Planning Your Content Strategy</b><b> 135</b></p> <p><b>Chapter 8: Exploring Video Content Formats</b><b> 137</b></p> <p>Educate, Entertain, Inspire 138</p> <p>People Visit YouTube for Education 138</p> <p>Is an educational video the right format for your content? 140</p> <p>Types of educational videos 140</p> <p>The distinction between edutainment and how-to 148</p> <p>A checklist for making educational videos 149</p> <p>People Visit YouTube for Entertainment 150</p> <p>Is an entertainment video the right format for your content? 151</p> <p>Types of entertainment videos 153</p> <p>Lean in versus lean back 163</p> <p>A checklist for entertainment videos 164</p> <p>People Visit YouTube for Inspiration 166</p> <p>Case studies 166</p> <p>Is an inspiration video the right format for your content? 170</p> <p>A checklist for making inspirational videos 171</p> <p>Connecting Formats to a Content Strategy 172</p> <p><b>Chapter 9: Developing Your Content Strategy</b><b> 173</b></p> <p>Having a Brand Purpose 173</p> <p>Applying Brand Purpose to Your YouTube Channel 174</p> <p>Choosing Your Themes 175</p> <p>Generating theme ideas 176</p> <p>Lowe’s Home Improvement 177</p> <p>Enjoying a Popular Niche 180</p> <p>Benefitting from a popular niche 180</p> <p>Finding a popular niche 182</p> <p>Exploring Trending and Evergreen Videos 184</p> <p>Trending videos 185</p> <p>Evergreen videos 185</p> <p>Making the choice 187</p> <p>Distributing Content 187</p> <p>Giving Structure to Your Content Choices 188</p> <p>Hero videos 189</p> <p>Hub videos 190</p> <p>Help videos 193</p> <p>Mapping Video to Your Marketing Calendar 196</p> <p><b>Chapter 10: Content Fundamentals</b><b> 197</b></p> <p>Make Your Videos Shareable 198</p> <p>Take a Conversational Approach 200</p> <p>Involve Your Audience with Interactivity 201</p> <p>Always Be Consistent 203</p> <p>Target Your Audience’s Interests 205</p> <p>Make Sure It’s Sustainable 206</p> <p>Maximize Your Chances of Discoverability 207</p> <p>Make Your Videos Accessible 208</p> <p>Strive for Authenticity 208</p> <p><b>Part 4: Making Videos for Ad Campaigns and Content</b><b> 211</b></p> <p><b>Chapter 11: Creating Video</b><b> 213</b></p> <p>Gathering Your Gear 213</p> <p>Cameras 214</p> <p>Audio 216</p> <p>Lighting 218</p> <p>Tripods 220</p> <p>Preparing for Production 221</p> <p>Developing your idea 221</p> <p>Storyboarding your vision 222</p> <p>Crafting your script 224</p> <p>Developing your shot list 225</p> <p>Choosing locations 226</p> <p>Creating the call sheet 226</p> <p>Tallying up costs 227</p> <p>Ensuring legal compliance 227</p> <p>Shooting Your Video 227</p> <p>Planning the shot 228</p> <p>Composition 228</p> <p>B-roll 229</p> <p>Continuity 229</p> <p>Editing Your Video 230</p> <p>Editing process 230</p> <p>Exploring Advanced Video Options 232</p> <p>Livestreaming 232</p> <p>360-degree video 233</p> <p>Virtual reality 234</p> <p><b>Chapter 12: Curating, Collaborating, and Outsourcing</b><b> 235</b></p> <p>Getting Someone to Make Videos for You 235</p> <p>Advertising and marketing agencies 236</p> <p>Video production companies 237</p> <p>Local freelancers 237</p> <p>Online marketplace services 238</p> <p>Video creation tools 240</p> <p>Collaborating on Videos 240</p> <p>Email a YouTuber directly 242</p> <p>Work with a multichannel network (MCN) 242</p> <p>Use a YouTuber marketplace 242</p> <p>Curating Other People’s Videos 243</p> <p><b>Part 5: Working with YouTube Channels</b><b> 245</b></p> <p><b>Chapter 13: Launching Your YouTube Channel</b><b> 247</b></p> <p>Creating Your YouTube Channel 247</p> <p>Customizing Your Channel 249</p> <p>Adding a banner image 250</p> <p>Adding links to your banner 251</p> <p>Editing your channel icon 251</p> <p>Adding your channel description 252</p> <p>Digging Deeper into Channel Customization 254</p> <p>About tab 254</p> <p>Channels tab 255</p> <p>Discussion or Community tab 256</p> <p>Home tab shelves 258</p> <p>Channel trailer 260</p> <p>Making Money from Your YouTube Channel 261</p> <p>The YouTube Partner Program 262</p> <p>Other ways to make money 265</p> <p><b>Chapter 14: Publishing Your Videos</b><b> 267</b></p> <p>Writing Compelling Titles 267</p> <p>The hook, explanation, and information 268</p> <p>The question 268</p> <p>The statement 268</p> <p>The clickbait 269</p> <p>Crafting a Quality Video Description 269</p> <p>Adding Tags 270</p> <p>Customizing Your Thumbnail 271</p> <p>Uploading Videos 272</p> <p>Improving Your Videos with Advanced Customization 275</p> <p>Applying enhancements 276</p> <p>Adding audio 278</p> <p>Adding end screen and annotations 278</p> <p>Adding cards 280</p> <p>Modifying subtitles/CC 281</p> <p><b>Chapter 15: Channel Management</b><b> 283</b></p> <p>Introducing Creator Studio Classic 283</p> <p>Dashboard 285</p> <p>Video Manager 285</p> <p>Live Streaming 285</p> <p>Community 286</p> <p>Channel 289</p> <p>Analytics 291</p> <p>Translations and Transcriptions 291</p> <p>Create 292</p> <p>Your contributions 293</p> <p>Auditing and Updating an Existing Channel 293</p> <p>Channel art 293</p> <p>Text areas of your channel 294</p> <p>Video organization 294</p> <p>Being in Good Standing 295</p> <p>Copyright strikes 296</p> <p>Community strikes 297</p> <p><b>Part 6: Measuring Success </b><b>299</b></p> <p><b>Chapter 16: Ad Campaign Metrics That Matter</b><b> 301</b></p> <p>Getting to Know Google Ads Reports 302</p> <p>Using predefined reports 302</p> <p>Creating a custom report 308</p> <p>Creating a custom dashboard 309</p> <p>Scheduling reports 310</p> <p>Measuring the Metrics That Matter 311</p> <p>Brand awareness and reach metrics 312</p> <p>Brand and product consideration metrics 313</p> <p>Website traffic and leads 315</p> <p>Optimizing Your Ad Campaign 317</p> <p>Tweaking your creative 317</p> <p>Experimenting with ad formats 318</p> <p>Targeting new audiences 318</p> <p>Modifying campaign settings 319</p> <p>Altering bidding and budgets 320</p> <p><b>Chapter 17: Content Metrics That Matter</b><b> 321</b></p> <p>Getting to Know YouTube Analytics 321</p> <p>Revenue Reports 323</p> <p>Watch Time Reports 324</p> <p>Watch time 324</p> <p>Impressions and click-through rate 325</p> <p>YouTube Premium 326</p> <p>Audience retention 326</p> <p>Demographics 326</p> <p>Playback locations 327</p> <p>Traffic sources 327</p> <p>Devices 327</p> <p>Live streaming 328</p> <p>Translations 328</p> <p>Interaction Reports 329</p> <p>Subscribers 329</p> <p>Likes and dislikes 330</p> <p>Videos in playlists 330</p> <p>Comments 330</p> <p>Sharing 331</p> <p>Annotations 331</p> <p>Cards 331</p> <p>End screens 332</p> <p>Using Reports to Optimize Your Videos 332</p> <p>Increasing watch time and views 332</p> <p>Growing your audience 332</p> <p>Getting more subscribers 333</p> <p>Maintaining your YouTube Channel 333</p> <p><b>Part 7: The Part of Tens</b><b> 335</b></p> <p><b>Chapter 18: The Ten Biggest Mistakes People Make</b><b> 337</b></p> <p>Trying to Do Too Much 337</p> <p>Failing to Set Success Criteria 338</p> <p>Forgetting about the Audience 339</p> <p>Neglecting to Make Creative for YouTube 340</p> <p>Thinking Paid Media Is Optional 340</p> <p>Copycatting 341</p> <p>Ignoring the Basics of Quality Video Production 341</p> <p>Making Once, Distributing Once 342</p> <p>Giving Up Too Early 342</p> <p>Slacking Off Optimization 343</p> <p><b>Chapter 19: The Ten Most Popular YouTubers</b><b> 345</b></p> <p>PewDiePie 346</p> <p>Dude Perfect 346</p> <p>Smosh 346</p> <p>Markiplier 347</p> <p>Nigahiga 347</p> <p>Ninja 347</p> <p>JennaMarbles 348</p> <p>Logan Paul Vlogs 348</p> <p>Shane 348</p> <p>Jake Paul 349</p> <p>Index 351</p>

<p><b>Will Eagle</b> spent four years at Google creating brand and marketing strategies that leverage YouTube. He assisted <i>Fortune</i> 500 clients in developing and executing their plans. He has lent his talents to several leading marketing firms and has been a guest lecturer at various universities.

<ul> <li>Explore ad buying, content marketing, and channels</li> <li>Build a marketing campaign that works for your business</li> <li>Evaluate your results and adapt for success</li> </ul> <p><b>Get your message viewed by millions</b> <p>All eyes are on your message when you know how to market effectively on YouTube! But this highly valuable yet complex medium can be a bit intimidating. Fear not—this book is written for you, the marketer. Whether you're part of a major marketing department or an entrepreneur who wears every hat, here's what you need to know to plan your YouTube marketing campaign, navigate the various advertising options, develop a content strategy to support your goals, and measure your success. You'll even get advice on making that video! <p><b>Inside...</b> <ul> <li>Ways to use YouTube</li> <li>How to target your audience</li> <li>Tips for developing your ad campaign</li> <li>What goes into content strategy</li> <li>Nuts and bolts of making videos</li> <li>Techniques for measuring success</li> <li>When to call on an expert</li> </ul>

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