youtube success stories - the in-house option by snapfish
TRANSCRIPT
March 5th, 2015
YouTube Success Stories the in-house option by Snapfish
Hugh Burnham Web Marketing Manager
Snapfish
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
First a little bit about Snapfish… • Web-based Photo service
• 90 MM members / 12 countries / 2 Billion photos
About Hugh (that’s me)
• Manage SEM / SEO / YouTube + Display in-house
Success & Learning In-House
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Having quality collateral makes everything easier.
Have something to say
We had a 30 second spot that was originally designed for a TV spot but was put on the shelf.
Our department took the Ad and brought it to YouTube.
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Here are 4 things we suggest you get going first
Yes in-house can be intimidating
• Have a video you are proud of…
• Install and QA a tracking Pixel (Google Universal)
• Sync your AdWords & YouTube Channel together
• Build out lots of collateral (banners, text ads etc)
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Build out campaigns that track every format possible.
Get your Geek On!
In-display advertising
In-stream advertising
In-search advertising
In-stream static overlay
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Use what you know about your clients to direct budget
Do Your Research
• We knew our Target Gender, Age Group
• Measured Placements, Keywords, Topics + More
• Ran Cupcake for 1 week
• Set Caps on Daily spends
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
We found some interesting information…
Cupcake Results…
• 12 second mark had a huge drop off of viewership
• General placements brought bucket load of views
• Stretch your Campaign by keywords or small topic
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Google suggests ads be over 12 seconds…
Zig when others Zag
• For Black Friday we made an 8 second spot
• We ran the ad for 2 days in In-Stream
• Promotion was aggressive but not insane
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Google made a Scooby Doo Noise…
Black Friday Results …
• CPV was 30% less than Cupcake ad
• CPC were 14% cheaper than our SEM campaign
• 15 Million views / 34 Million IMP / 270K Clicks
• Over 4.5 Million people saw ad 3+ times in 2 days
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Tried to recapture what we did the year previous
Could we repeat?…
• Marketing Budget was halved, but …
• CPV was less than previous campaign
• 5.6 Million views / 14 Million IMP / 140K Clicks
• Over 1 Million people saw ad 3+ times in 2 days
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Sometimes shorter can be more effective
Take our lessons to heart…
• Be Quick with the Promo within first 5 seconds
• Pixel tracking makes everything easier
• Spends can be small if placed strategically
• You don’t need a big agency to make a big noise
searchmarketingexpo.com
@snapfishbyhp #SMX #32C
Nothing fancy folks, but they worked great!
Samples of the work…
• Cupcake video
• Black Friday spot #1
• Black Friday spot #2
searchmarketingexpo.com
@snapfishbyhp #SMX #32C