YouTube Analytics and TrueView for E-commerce [TubeTalk #38]

AUDIO
Reel Tube Talk
Running Time: 12min. 27sec.

Subscribe via iTunes, RSS, or Stitcher.

What kinds of data can you find in YouTube Analytics? How can you best use TrueView for e-commerce? We answer these questions and more this week on ReelSEO TubeTalk: YouTube Video Marketing Tips, with your hosts:

Tip #1: What Kinds of Data Can You Find in YouTube Analytics?

Cue dramatic music: Dane Golden says that, yes, you know about the world of YouTube videos. It's an all-singing, all-dancing world where dreams come true, where everyone is famous, where products and services are promoted and fortunes made. YouTube is a place so incredible that we can help cure disease by simply pouring ice water over our heads. It is indeed a magical place.

But today Dane tells us about the other YouTube, the reality behind the fun. He wants to tell us about what happens when you take the red pill and find out what's really going on in a place he likes to call "YouTube Analytics."

This is a world we see every day, but yet we do not see. Maybe we just don't want to. But let's say you have taken the red pill, what will you find? You will find the true, gritty reality of the numbers that make YouTube happen. ... end dramatic music.

With YouTube Analytics, you can learn about audience engagement, traffic sources are driving to your videos - and if you're a creator, your AdSense earnings. You can sort by video, date, and geography.

Dane's favorite feature, "Audience retention," will show a heat map that tracks every second of the video to see when people are leaving. He likes to track which point in the video it drops below 50% audience retention. This feature will also split out how long viewers who watch via TrueView In-stream (pre-roll) vs. organic viewers. This can help you learn how effective your videos are in relation to their content, style and length, as you can track it to the exact part of your video where you are losing audience. This is truly an unsung, incredible feature.

Under "Engagement reports" you can also see how many people liked or commented on a particular video, and which videos got users to subscribe. And much more. So Dane encourages you to take the red pill, and look at your channel's YouTube Analytics.

Jake Larsen's favorite metric is "Traffic sources," which tells you where users were immediately before they came to your video.

Find out more: https://support.google.com/youtube/answer/1714323

Tip #2: How Can You Best Use TrueView for E-commerce?

One of Jake Larsen's clients, Real Truck, sells truck accessories. Before working with him they were doing PPC (pay per click) advertising where they were doing well. And they were looking to build on that, so they tried skippable YouTube ads (TrueView in-stream). They did a $5,000 campaign but got no customers from it.

When Jake began working with them he quickly identified the problem. He helped them revise their approach and ran a $10,000 campaign which resulted in $70,000 in sales. The problem? Real Truck was just making videos for people to watch, rather than building the videos around the click. Building videos around the click is Jake's secret sauce. Because when you're talking about YouTube advertising you have five seconds to get the viewer's attention. And you're spending money, so you don't just want people to watch. The goal is to get people off YouTube and on to your landing page or website as quickly as possible.

Jake asked them to instead have a person in the video from the start, addressing the audience with a qualifying statement such as (paraphrasing): "Hey, do you own a truck. If not, skip this ad, because we don't want to talk to you." The client's customers are truck owners, they don't want to talk with anyone who is not because they will waste their ad spend. Then they said "Click now to see our deal of the day" or "Click now to see our best deals."

The Formula:

  • Call out who your target person is.
  • Get their attention
  • Show them the value
  • Give them a call to action. Give the viewer an actual button, a physical-looking button to press. Give them something to do.

Jake builds videos around the action. His philosophy is "Click It Or Skip It: either way you win." as an advertiser. Because not everyone is a potential customer. If uninterested people skip the ad, it's a good thing. It prevents you from wasting your ad spend on people who will probably never buy your product. Jake says this doesn't have to be a big spend - a few hundred dollars a month is sufficient. You can start small, anyone can do it.

PLEASE SUBSCRIBE TO OUR PODCAST

YouTube Analytics and TrueView for E commerce [TubeTalk #38] YouTube Analytics and TrueView for E commerce [TubeTalk #38] YouTube Analytics and TrueView for E commerce [TubeTalk #38]

Don't Miss Out - Join Our VIP Video Marketing Community!
Get daily online video tips and trends via email!
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://octoly.com/ Dane Golden

    Do you have a question about the podcast? Ask it here and I'll respond!

  • http://octoly.com/ Dane Golden

    Check out this #eCommerce example for client of @JakeLarsen7 of @MyVideoPower (who was on #TubeTalk this week):

    Notice the active "Shop Now" graphical annotation button in the Real Trucks ad. The presenter points to the button right away in the first five seconds before you can click off. This both gives you an action to take if you're interested (Shop Now) AND gives you a clear understanding of what the ad is about: "Make your vehicle stand out from the crowd and keep bug splatter off your hood."

    This is catered to a very specific audience - if you want this product, you want it, and if you don't you definitely don't. Jake says you shouldn't waste money advertising to people who don't want what you're selling. And if they click off, you as an advertiser do not pay for that video. "Click It Or Skip It: either way you win" as an advertiser, Jake says.

  • https://www.youtube.com/user/Kidslearningvideo KidsLearningVideo

    Hi Dane,
    Something that I've been noticing a lot recently on YouTube is a lot of videos getting "flagged" and placed in safety mode. I see the benefit for such a mode, but it seems like many seemly innocent videos are ending up in that mode. For example, one of my children's educational videos ended up in safety mode (it was about animal sounds; showing a series of animal pictures with their corresponding animal sounds). Luckily for me, my channel is large enough so I could contact YouTube support and they were able to reverse it after a couple of days.

    Have you heard or seen any way to reverse this if your clean and safe video does get flagged for safety mode?

    What are your thoughts?

    • http://octoly.com/ Dane Golden

      Hi KidsLearningVideo:

      That must be very frustrating for you. For the reference of our other readers, it looks like you're talking about the very-popular video "The Animal Sounds Song" which can be found here: https://www.youtube.com/watch?v=V7R_M52EAkI. This is clearly aimed at very young kids who, while they are not allowed to have their own YouTube accounts, are on YouTube in great numbers watching channels like yours and DisneyCollectorBR.

      You say you've been flagged as inappropriate content. YouTube's content guidelines are based on community standards, but the community is, essentially, "Earth." It's a lot bigger community that the one that the Supreme Court talked about 40 years ago in their landmark obscenity, profanity case Miller v. California: http://en.wikipedia.org/wiki/Miller_v._California.

      That being said, your video is no more offensive than the song "Old MacDonald Had a Farm." So we can rule out people that are truly offended (unless they are kosher or halal and are offended by your pig reference). So we have remaining is either jerks who are "flag-trolling" you for no reason, or accidental clicks. Flag-trolls do exist just because they're trolls and like messing with people. YouTube should definitely count strikes against the trolls if too many of their flags are overturned (sort of like the replay challenge in the NFL). Accidental clicks - well I wonder if this is more likely since your audience is so young and there is a bunch of fun looking buttons (aka a keyboard) right in front of them. They could very easily want to click on the flag just because they're clicking on everything else on the page, entirely at random. This is going to be pretty difficult for you to prevent.

      That said, here's the guidelines on appealing video strikes: https://support.google.com/youtube/answer/185111

      And here's a very good how-to video:

      Hope this helps!