YouTube TrueView Video Ads – What are They and How to Setup

youtube true view adsIt is a known fact that Google is the No.1 search engine and almost all online businesses either have advertised or know about ads on Google. But there is another big website which people often forget about. YouTube. YouTube is not just the world’s No.1 video hosting platform but also the world’s No.2 search engine. A lot of people go to YouTube directly and search for video content instead of going to Google.

So I guess it is time to start exploring video marketing on YouTube and YouTube ads. There are different types of ads on YouTube and it may be a little confusing at first, but the very purpose of this article is to bring clarity about the whole YouTube advertising process and possibilities. Mostly the focus of this post is on one type of ad called the TrueView ads.

YouTube advertising can be ineffective and one can get into the trap of treating it as just another website where you put up the ads and bring traffic to your website. But the best use of ad dollars spent in YouTube advertising would be to push video content that is already hosted on YouTube so that it creates a snowball effect. Hence the first step would be:

Step 1: Start with Video Content Marketing on YouTube

Before you start exploring how to setup YouTube ads, my recommendation would be start using YouTube as a video content distribution channel first. Setup a YouTube channel, publish some quality videos on the channel, spread the links through social media and your own website. The types of videos may be customer testimonials of your product or service or a how-to video demonstrating your product in action.

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How to Setup Campaigns and Track Different Traffic Sources in Google Analytics

trackingI have always been an advocate of data driven marketing decisions. Intuition is great but only when the data is unavailable. With data, decisions are always better than emotional guess work. Marketers never had this kind of data even 20 years back. Now with so much data around testing, tracking and optimizing is no longer optional.

In this article you will find out how to setup Campaigns for different promotions and track those traffic sources using UTM tracking codes in Google Analytics. All websites installed with Google analytics has the capability to track individual campaigns. A campaign is nothing but a particular promotion that you are running and it may be a free one or a paid one. For example, you can run a campaign for the promotion of the sales of your latest eBook. The traffic may come from your blog, newsletter, paid ads on Google, Facebook, other websites and so on.

To track the traffic from a particular source you need to build a new URL for it and then use that URL in the campaign that you are setting up. This URL will lead back to your original page but it will have tracking parameters in the URL which Google Analytics will pickup. To build a URL for a specific campaign, you should use the Google URL builder.

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Keyword List Refining – Finding Out the Keywords that Bring Revenue

keyword list refiningKeywords are one of the most important data for an online marketer. Keywords find its way through PPC Ads, SEO, Social Media Marketing and Content Marketing. Keywords are not just vague words to be used in the marketing. They are the words and phrases that run inside the minds of prospects and customers. That’s the language they use to describe what they want and need.

It is important for us, digital marketers, to speak the same language in our marketing materials so that it “rings a bell” when our prospects come across marketing material with that language.

With the latest automation tools, it is easy to generate a big list of keywords. One of the most used, most talked about and authoritative tool is the Google AdWords Keyword Tool. This tool, as you may already know, helps you generate keyword ideas from existing keywords, or with URLs.

Why Keyword List Refining?

Keyword generation is just the tip of the iceberg when it comes to an online marketing strategy and work flow. While it is VERY easy to generate a big list of keywords, it is challenging to find out which keywords convert well and bring revenue and profits to the business.

This is important because low performing keywords are eating into the marketing budget all the time and without scavenging such low performing keywords, it will be VERY difficult to increase the ROI of a digital marketing campaign.

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How to Approach and Execute an SEO Project for a Client

seo-clientWorking on an SEO project for a client is completely different from optimizing your own website for the search engines. While building a website, you may have all the right elements in place and the website may never need major restructuring. But when you try to optimize an existing website for the search engines, you run into a whole lot of technical and non-technical challenges. If you are a part of an SEO agency an individual SEO consultant, you will find the following tips useful.

1. Establish Your Authority

SEO is a fast changing field. A lot of people have misconceptions and misinformation about SEO. How you think about SEO is completely different from how your client thinks about SEO. If you think you can “teach” your client about SEO, it may backfire because it hurts their ego. Though you have been hired only because they think you are good, it still helps to establish your authority in this field. Demonstrate how you have helped previous clients achieve their organic traffic goals. Show your achievements and results before you get started. A good personal connection with the key decision makers on the client’s side helps a lot in getting results fast.

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What can the Crime Rate in New York teach us about Predictive Web Analytics?

In a world of logic, mathematics and numbers; predicting the future is a concept that may seem out of place and something that has to be left to the superstitious and emotionally driven group of the human kind. But even in a world of logic and precision, LLN (Law of large numbers) does a very good job of helping us predict the seemingly random events in the future and it has a very good reputation of being right most of the time.

predicting web events

To explain this, let me take the example of a particular crime in New York. I know what you are thinking – Crime in New York and Web Analytics? They are two different worlds! But I promise you that I will link the two with a common theory.

So what is common in New York and your website? Random events happen. Crime in New York is a random event with too many variables involved, but so are events on your web page such as subscriptions, clicks, downloads and sales. There is no website in the world where 100% of the visitors convert. How do we predict random events?

Magic happens when one deals with large numbers… and the magic is predictability and the “guarantee” of seemingly random events in the near future.

According to the law of large numbers –┬árandom events over a period of time and with large numbers always form a pattern.

“In probability theory, the law of large numbers (LLN) is a theorem that describes the result of performing the same experiment a large number of times. According to the law, the average of the results obtained from a large number of trials should be close to the expected value, and will tend to become closer as more trials are performed.” – Wikipedia

That pattern helps us predict random events, something as random as crimes in New York. Let us have a look at some facts. New York has a population of a little over 8 million. The number of times a particular crime was committed happened 542.5 times on average per year in the past 10 years ranging from 2002 to 2011.

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