YouTube Marketing Mind: Why did I optimize and advertise, but it still didn't work well? Zhang Yue's Notes, March 9, 2020
Why did I optimize the ads, but the results are still not good?
Zhang Yue's Notes March 9, 2020
Watch the length of time, full view
Video reviews Number sadays has a big impact on ranking, and videos with more comments tend to get high rankings;
Comments will also serve as an important basis for YouTube to determine video content
Sharing videos The number of shares will have a greater impact on the search results home ranking;
At the same time, shared anchor text will also be used as a basis for judging the relevance of the video
Video of "Like" The number of likes also has a big impact on ranking results
Number of subscribers(in-one), with a small impact.
Google may be considering balancing big business with small channels, with less discrimination against creative individual creators, and of course it's also protecting YouTube's content source
ButYouTube attaches great importance to the "subscription contribution" effectand reflected in the ranking.
Which means that if a video brings a lot of new subscribers to the channel, it gets a better ranking
Video playback, still a reference metric, will be corrected by other user dataespecially the length of the viewing and the full viewing.
Text description of the video
Keyword tag for video
Video information card
"One fish" refers to a good question that keeps customers awake at nightthat is the focus of his quest for attention. This is the source and central point of footage for all content.
"Three Eats" is the three ways to answer the problem of fish (that is, customer concerns)And they are:
A good copy.
Analyze customer's questions in text, provide answers, or provide meaningful inspiration.
A good matching diagram (Infographic Infograph)。
Illustration scans the problem and solution at a glance, becomes simple, at the same time, the picture is also a natural ranking of high-weight indicators, is also an independent vertical search area.
A good video。
Video for the information's hosting, display effect, and the degree of the reader, as mentioned earlier, not repeated.
For the audience, optimize video presentation, so that it is easy to understand, credible, and interested.
These include the following:
Whether the title points out the customer's mind problem, whether it gives the possibility to solve the problem;
Whether the text is clearly structured, we describe our analysis of the causes of the problem, the main composition of the solution, and the main commitment to the solution results;
Whether the thumbnail is representative of the video content and attractive;
Whether the time stamp clearly shows the content structure of the video, etc.
Target customer's problem scenario (What):
To show what the customer is experiencing, this can resonate with customers, arouse the customer's curiosity about the solution;
What's causing customer trouble (Why):
Before presenting the problem and proposing a solution, don't forget to analyze the causes of the problem, which is an essential step to improve customer awareness and gain customer trust;
How do we fix the problem (How):
The solution should correspond to the problem and the cause;
Let customers see the happy scene after the problem is solved (Wow!):
To plant grass in the customer's heart, not just to explain the product, but to show the role of the product.
Think of Daknin's ad, which uproots the fungus from its feet.
At lastDon't forget to tell the customer how to get the product, or advise the customer to take the next step (CTA) to resolve the issue:
Take advantage of the customer after watching the video, with the film tail screen, or with the banner and other means, clearly instruct the customer, they should pay attention to the channel for more information, or log on to the website or social media account to receive coupons, or make an appointment for a face-to-face consultation.
- Search ads can quickly verify that the customer issues we choose (keywords) and our solutions are of interest to customers.Video advertising production costs and production cycles are much higher than search ads, before the big investment, search ads in addition to bringing business, but also efficient verification of our products are right, and test our video script, that is, our copy is valid.
- Search ads collect a lot of accurate access customers, and video ads can be remarketed for those customers.
- Search ads help us quickly learn about Google Ads' ad delivery, account management, and performance optimization strategies.
Go to Discovery - "Take a look" And browse "Friends are watching"
sent to have a look