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YouTube Marketing for Dummies

Author: Will Eagle
Publisher: Newark : John Wiley & Sons, Incorporated, 2019.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Eagle, Will.
YouTube Marketing for Dummies.
Newark : John Wiley & Sons, Incorporated, ©2019
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Will Eagle
ISBN: 9781119541356 1119541352 9781119541349 1119541344
OCLC Number: 1084444164
Notes: Chapter 7 Buying Paid Ad Media
Description: 1 online resource (387 pages)
Contents: Intro; Title Page; Copyright Page; Table of Contents; Introduction; About This Book; Foolish Assumptions; Icons Used in This Book; Beyond the Book; Where to Go from Here; Part 1 Getting Started with YouTube Marketing; Chapter 1 YouTube in the Marketing Mix; YouTube Is Important for Marketers; YouTube is big and growing fast; The benefits of YouTube's big data; YouTube's place in your marketing mix; Using YouTube in Marketing; Advertising versus content marketing; Picking a lane; The Secret Formula for YouTube Success; Creating a brief to reach the right people Harnessing the power of video adsDeveloping your content strategy; Making great videos; Mastering YouTube management; Measuring success; Chapter 2 Using YouTube for Your Business; Capturing All Your Business Challenges; Defining Your Campaign Type; Brand awareness and reach; Brand and product consideration; Engagement; Conversion; Loyalty and advocacy; Determining Your Budget for Media and Production; Breaking down your annual budget; Taking the 70/20/10 approach; Calculating your production budget; Setting your media budget; The Necessary Nature of the Brief Developing the Key Components of a YouTube BriefAbout the campaign; Campaign or initiative's needs; Deliverables and considerations; Chapter 3 Targeting Your Audience; Creating a Picture of Your Target Audience; Gaining Insights into Your Audience; Insights; Dove's Campaign for Real Beauty; Developing Audience Insights; The Four C Framework for Insights; Consumer; Category; Competitor; Culture; The Best Tools and Resources for Insights; Trending on YouTube; Google Trends; Google Surveys; Social media and comments; Part 2 Advertising Campaigns on YouTube; Chapter 4 Advertising Formats YouTube's Ad Format OfferingsDisplay ads; Image ads; Skippable video ads; Nonskippable video ads; Midroll ads; Bumper ads; The YouTube Masthead; Google Preferred; The Google Display Network; Being Aware of the Ad Policy; Prohibited content; Prohibited practices; Restricted content; Editorial and technical quality standards; Chapter 5 Developing Your Ad Strategy; Developing Your Marketing Messages; Discovering Micro-Moments; "I want to know" moments; "I want to do" moments; "I want to buy" moments; "I want to go" moments; Buying Paid Media; Doing it yourself; Using a media agency Exploring Pricing ModelsCost per thousand (CPM); Cost per view (CPV); Cost per acquisition (CPA); Placing Your Media Buy; Auction; Reserve; Scheduling Campaigns; Chapter 6 Ad Creative Fundamentals; YouTube Is Not TV; The story arc of a TV spot; The story arc of a YouTube ad; Gathering Your Marketing Essentials; Your messages; Your brand assets; Existing video assets; Your mandatories; Following the Rules of a Great YouTube Ad; Getting attention; Clearly branding; Making a connection; Giving specific direction; Testing Video Ad Creative; Testing marketing messages; Testing video creative

Abstract:

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!

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