YouTube Titles, Managing TrueView Accounts, Call-To-Action Overlays [TubeTalk #24]

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Reel Tube Talk
Running Time: 18min. 52sec.

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What makes a good YouTube title? How do you sign up for an MCC (My Client Center) for TrueView. How do you create Call-To-Action (CTA) overlay ads? We answer these questions and more this week on ReelSEO TubeTalk: YouTube Video Marketing Tips.

HOSTS:

THIS WEEK'S TIPS:

Tip #1: What makes a good YouTube title?

Matt Ballek says that the YouTube video title, along with the thumbnail, are the two top factors in getting someone to click to start watching your video, so it's worth spending the time to get that title just right. He said you have to strike a balance between being relevant and enticing. You want to incorporate your keywords from your keyword research, but still leave people wanting more.

Leave the branding elements to the end of the title, not the beginning. You may not want the branding elements at all as it can improve search results - YouTube looks at the word ordering in the title to give the video relevance. Jeremy Vest says that its better not to have headlines so long that they wrap. Make sure you give people an actual reason to click.

If after the video has launched, you're seeing in your analytics that the video is being found as an answer to a specific question, you may want to change the title to actually be that actual question (with a question mark at the end). You can also test possible titles by doing an A/B test via AdWords/TrueView promotion to see which title might get a better click-through rate.

Most people find videos via the related videos section, so title writers should keep that in mind.

Tip #2: How to sign up for an MCC (My Client Center) for TrueView

Dane Golden says that managing TrueView campaigns for multiple clients is sort of like managing multiple YouTube accounts - there are varying permissions levels and management techniques. He says that it's best to keep all client campaigns together in one place, the you don't have to keep logging in and out.

Dane uses the AdWords MCC, aka My Client Center. He keeps his Safari browser open just for managing campaigns so he can check back with them throughout the day. Then he uses Chrome and Firefox for managing other Gmail and YouTube accounts. Google Adwords and YouTube TrueView are in the same system with the same login, but they are in distinct parts of that environment. You set it up by first creating a new, dedicated Gmail account just for your MCC. Keep in mind that setting up AdWords and setting up MCC are different things, because once you've set up AdWords on an account you cannot set up an MCC associated with that Gmail account. After the gmail account has been created, go to Google.com/adwords/myclientcenter and follow the steps there.

After you've set up the MCC, it's a little challenging to find the video campaigns area. But you can just go to Adwords.google.com/video/VideoCampaign and bookmark that. That's where you create and monitor your TrueView campaigns for each of your connected TrueView clients.

More info: How to Create a My Client Center Account.

Tip #3: How to create Call-To-Action (CTA) overlay ads

Jeremy Vest says that a Call-to-Action overlay is a free ad that appears on the bottom of your video. In can have a thumbnail or not, and it shows up for the first five seconds of the video. After five seconds, they slide over to the left, so they're less intrusive than most banner ads.

In Call-to-Action overlays you can point to any URL. CTAs have to be placed on videos that either are currently being promoted or have been promoted in TrueView at some point. It can be particularly helpful when promoting to mobile devices.

Matt Ballek says you don't have to choose annotations over call-to-actions overlays, you can use both while monitoring the click-through rate and close rate for both.

More info: About Call-to-Action overlays

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Posted in YouTube Marketing
About the Author -
Dane Golden is vice president of marketing and client services for Octoly, a creator of YouTube brand management software. View All Posts By -

What do you think? ▼
  • http://hey.com/ Dane Golden

    Do you have a question about this week's podcast or YouTube marketing in general? Ask me here in the comments section.

  • Ken Fisher

    Hi Dane:

    I'm waiting for the day YT will allow editing of existing videos without
    it being considered an entirely new video and losing it's ranking
    position. Does anyone see that on the horizon? They've made some great changes over the last few years, but the inability to update videos is lacking.

    • http://hey.com/ Dane Golden

      Hi Ken - Thanks for the question. I don't think we'll ever see the ability to fully replace a video entirely like you might on an FTP server, or even on services like SlideShare (or, for that matter, Vimeo). I think YouTube conceives of posted videos more like a conversation topic that you must either leave up entirely or remove entirely - much like a Facebook photo. I think YouTube's of the opinion that if a video has built up lots of viewer credibility, people might abuse that with a bait-and-switch if they could replace it at any time.

      That said, there are some minor ways you can modify a video. Last week my tip was about the little-used YouTube Enhancements tool: http://www.reelseo.com/tube-talk-23/, which you might use to trim a bit from the start and end times (and a lot of other features which are somewhat clunky).

      Additionally, some people might do a yearly update to a certain kind of video that builds up incredible viewership: A video about the "Best Car of the Year 2013," for instance, and then will offer a very prominently-featured annotation link within the first few seconds of the video to "See my updated 'Best Car of the Year 2014.'"

      Great question and comment, thanks!

  • http://hey.com/ Dane Golden

    Great point, Chris. CTA is a great way to target mobile, which is still not working with annotations. However CTA doesn't work across all mobile yet - apparently it's still in the rollout. I have it enabled but not everyone I think. Thanks for the great comment!