In this webinar, Hanapin experts Kelsey Hadaller and Emma Franks will show you how to set up the different types of YouTube campaigns, how to find results with different verticals, and how to implement an ongoing strategy.

1. &
Push Play on Growth:
Why You Need
YouTube Advertising
HOSTED BY:

2. Presenters
• Kelsey Hadaller
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @khaddy_PPC
• Emma Franks
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– Hero Conf London - October 2017
– @akaEmmaLouise

3. – Run the world’s most popular PPC blog
and conference.
– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a
250% increase in their growth trajectory.
Who is Hanapin?

4. Our Clients

5. Join the conversation
• Include the hashtag #thinkppc in
your Twitter tweets.
Or use the webinar question box to
send us questions.

6. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

7. Agenda
● Why You Should Test YouTube (If You Aren’t
Yet)
● How to Build a YouTube Strategy
● YouTube Conversion Tracking
● YouTube Performance Analyses
● How to Pitch YouTube to Your Leadership Team
● Live Q&A - Submit Questions via Comment Box

8. Why to Test YouTube

9. Why to Test YouTube
● 2nd Largest Search Engine - Increased Reach
● Increase Brand Awareness and Search Traffic
● Lower CPM and CPC, CPV Bidding Available
● Build Remarketing Lists
● Integrated with Adwords - Easy Setup &
Analyses

10. Building a YouTube Strategy

11. Building a YouTube Strategy
1. Define Your Objectives
a. Brand Awareness for Website
b. Brand Awareness for YouTube Channel
c. Remarketing to Drive Conversions
d. Brand Ambassadors, Cross-Selling & Upselling

12. Building a YouTube Strategy
2. Select the Best Ad Type for Your
Objective

13. Building a YouTube Strategy
2. Select the Best Ad Type for Your
Objective a. In-Stream (Skippable)

14. Building a YouTube Strategy
2. Select the Best Ad Type for Your
Objective a. In-Stream (Skippable)
b. In-Display (“Discovery Ads”)
YouTube Search Results

15. Building a YouTube Strategy
2. Select the Best Ad Type for Your
Objective a. In-Stream (Skippable)
b. In-Display (“Discovery Ads”)
YouTube Related Videos

16. Building a YouTube Strategy
2. Select the Best Ad Type for Your
Objective a. In-Stream (Skippable)
b. In-Display (“Discovery Ads”)
YouTube Video Overlay

17. Building a YouTube Strategy
2. Select the Best Ad Type for Your
Objective
a. In-Stream (Skippable)
b. In-Display (“Discovery Ads”)
c. Bumper Ads (6 Seconds, Non-
Skippable)

18. Building a YouTube Strategy
3. Choose Audiences
a. Website Non-Converters
b. Website Converters
c. YouTube Viewers
d. Contextual/Behavioral Prospecting

19. Building a YouTube Strategy
4. Create or Upload Video Ads

20. YouTube Conversion
Tracking

21. Conversion Tracking
Link Your YouTube Account to Adwords

22. Conversion Tracking
Adwords Conversion Tracking
a. UTM parameters in Ad URL or
Tracking Template

23. Conversion Tracking
Adwords Conversion Tracking
a. UTM parameters in Ad URL or
Tracking Template
b. UTM parameters in video Cards

24. Conversion Tracking
Adwords Conversion Tracking
a. UTM parameters in Ad URL or
Tracking Template
b. UTM parameters in video Cards
c. UTM parameters for any URLs
in video description

25. Performance Analysis

26. Performance Analysis

27. How to Pitch YouTube to
Your Leadership Team

28. How to Pitch YouTube
● Focus on Objectives and Potential Outcomes
● Utilize Existing Media or YouTube Director App
● Avoid PPC Jargon - “Audience Reengagement” vs. “Remarketing”
● Use Case Studies / Examples from Competitors
● Practice Your Pitch Before the Meeting

29. Offers!
A. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
B. No thanks!

30. Live Q&A Time!

31. Thank you for attending our webinar!
#thinkppc
Contact Us Directly: marketing@hanapinmarketing.com
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero Conf