We got to to talk to Digital Media Marketing Consultant Julie Perry while at the ReelSEO Video Marketing Summit. She moderated our panel, "Best Practices to Optimize the Video Advertising Opportunity," which we covered today in this post. Julie knows her TrueView ads, and she gave us three tips to follow when it comes to putting up a TrueView campaign.
Here's what Perry had to say:
Definitely give advertising a try. And the best place to start would be the TrueView ad formats on YouTube, including search advertising and pre-roll advertising.
1. You don't pay unless someone's watched thirty seconds of your video if it's over 30 seconds. If it's under 30 seconds, you pay when they watch the whole thing. So make an ad that's like 35-36 seconds long. Give them all the information you want them to have up until about 26-27 seconds. Then do some sort of still--have all the information up, but hold it, before the 30-second mark. That way you get the free impression, but you don't pay for the view if they decide to skip it before the 30 second mark.
2. Try remarketing lists with your TrueView advertising. From the get-go you have to have a remarketing list set up, so if you have great content--for example, ReelSEO, Tim Schmoyer--what you should be doing is putting up that great content with your creator tips, but every time someone watches those informative videos, they get added to the remarketing list. Later, when ReelSEO has events like this summit, you can have a pre-roll ad popping up for those who are on those remarketing lists. So the benefit there is that they're already familiar with your brand, so when they see your ad, they won't skip it.
3. Do the TrueView search ads, because once someone has seen that pre-roll ad, most likely what they're going to do is search for you, and they'll search for you on YouTube, because that's where they saw the ad. So have waiting in the wings a TrueView search ad all done through Google AdWords for Video, so when someone searches for you, boom, your ad's right there.
We'd like to thank Julie for giving us some great TrueView tips. One of my own would be, "Give people a reason not to skip." Do something in the first five seconds that grabs their attention so that they won't want to skip the ad, because people are trigger-happy.