The Power of

YouTube
GROUP – 1
Marketing
AKSHAY BAJAJ 20PGPIB065
DHRUV PRATAP SHAHI 20PGPIB074
KUNAL GARG 20PGPIB083
PALAK GUPTA 20PGPIB086
VENKATA SAI PAVAN KAGITHA 20PGPIB089
VAIBHAV GUPTA 20PGPIB110
 What is YTM? 2

A marketing strategy that involves creating videos and uploading them on YouTube to promote a brand or a product and
gain more exposure. It helps companies boost traffic, increase their customer base, and reach new audiences.

Creating
Advertising
organic Working with
on the
promotional influencers
platform
videos
 Why YTM is effective? 3

• With around 22.8 billion visits a month, YouTube is

able to bring benefits to the business by being the
second most visited site in the world after Google
• Not only a famous entertaining channel, but also a
powerful marketing tool
• YouTube channels help get more views from new
geographics, promote a product or a company, build
a large customer base, and increase a brand's sales
volume
• By making detailed tutorials, live streams, guides, and
lessons, brands can rank higher on Google
• Running ads on YT helps brands reach a wider
audience and obtain new customers as it is much
cheaper than paid advertising on FB and Instagram
 Getting into some numbers… 4

Channel

Over 1 billion
Number of users over 2 billion people
people

Average
18% 3%
engagement rate

Average influencer $20 per post/1000 $10 per post/1000

rate subscribers followers
average number of
likes on influential 24,343 1,542
videos / accounts
 3 Rs to choose the right platform 5

Resonance Relevance Reach

The potential engagement an
influencer can generate from an
audience that’s relevant and
valuable to your business. This
is measured by likes and
comments on an influencer’s
post
How many of your target
customers can be found on this
platform. You can check this by
analyzing which platforms the
influencers in your niche use
more
The number of people/users you
can potentially reach using the
influencer’s content on the
platform. This can be measured
by the follower counts of
influencers that you plan to work
with
 Managing a YouTube Channel 6

Few tips to boost engagement and views

 Checking the comments every day in order to respond promptly

 Using the monitoring feature to find other mentions of the brand and identifying engagement opportunities
 Asking questions for the viewers in videos, as well as in the video descriptions to encourage them to leave a
comment
 Use the “Community” tab (located in the channel’s main page) to post images, GIFs, and video previews, as
well as to poll the subscribers
 Video Ranking Factors 7

 Your channel’s keywords

 Video headlines and
descriptions
 Video tags
 Video transcript
 Watch time
 Thumbnail Image
 Engagement
 Subscriber numbers
 Learning about the audience 8

What does the audience really want?

Who are you making videos for?
What are they already watching on YouTube?
 42.9% of all global internet users access YouTube monthly
 77% of people aged 15-35 use YouTube and unlike other social
platforms, there isn’t a large drop-off in that rate for older users
 There are over 100 localized versions of YouTube for countries around
the world

Using the Analytics Tab to get valuable insights about audience’s

demographics and interests
Analyzing the comments, asking questions, or creating a poll to find out
more about subscribers' interests and wishes
 Competitor analysis 9

 Subscriber count
 Average views per video
 Frequency of posting
 Overall video quality
 Comments

Things to pay attention

 Video thumbnails: Are the main images viewers see when scrolling through a list of video results. 90% of the best performing
videos on YouTube have custom thumbnails
 Channel art
 Video edit, text popups and other special effects
 Optimizing video to increase views
 Keyword Research
 Use Google Keyword Planner
 YouTube search bar
 Any other keyword planner tool
 Add your keywords to video
 Video title, main keyword
 Video description
 Video Tags
 Use timestamps
10
 Create an apt video description
 Link to other social media, website,
products/services
 A call to action
 Choose an engaging thumbnail
 Respond to comments
 Schedule the launch of videos
Optimizing channel to increase followers 11

 Proper channel art and profile photo (Visual branding)

 Group your videos into playlists
 Create channel trailer
 In videos, take care of the following:
 Ask people to like and subscribe to channel
 Have a clear call to action
 Direct the customers to your other videos in the end screen
 Add closed captioning
 12
YouTube Ads
Types of YouTube Ads
Skippable in-stream ads
 viewers can choose to skip them
after the first 5 seconds
 As an advertiser, you only pay when
viewers choose to keep watching
past those first 5 seconds
 A companion banner in the top
right of the display
 A video overlay in the bottom left.
 Even if a viewer skips the video, the
companion banner remains.
 13
YouTube Ads
Types of YouTube Ads
Non-skippable in-stream video
ads
 76% of people report that they
automatically skip ads
 When aiming for a wide lift in brand
awareness
 When confident that creative is
strong enough to hold audience’s
attention for the full 20 seconds
 Advertisers pay per impression, at
CPM (i.e., per 1,000 views)
 14
YouTube Ads
Types of YouTube Ads
Discovery Ads
 Akin to the Ads on Google’s search results
page
 Discovery ads show up alongside organic
search results
 If video looks more relevant than the
organic results, audience can choose to
watch it, instead.
 Discovery ads include three lines of text
along with a thumbnail
 When interested people click on the ad,
they’re sent through to your video page
or YouTube channel
 15
YouTube Ads
Types of YouTube Ads
Non-video Ads
 Display ads: appear on the right-hand
sidebar, and include an image and
text, alongside a CTA with a link to
your website
 In-video overlay ads: appear floating
on top of video content from
monetized YouTube channels
 In an ideal world, both of these ad
types appear in conjunction with
related content (not always the case)
 16
YouTube Ads
How To Advertise on YouTube
Creating a campaign
 Sign in to your Google Ads
account and select New Campaign
 Choose your campaign goal, based
on your brand’s marketing
objectives:
 Sales
 Website traffic …
 17
YouTube Ads
How To Advertise on YouTube
Creating a campaign
 Select campaign type
 These include all forms of Google ads
(including search results, text,
shopping)
 Select Video or, in some
cases, Discovery campaigns in order
to show video to audiences on
YouTube
 Name campaign in a way that allows
you to easily locate, manage, and
optimize it in the future
 18
YouTube Ads
How To Advertise on YouTube
Determine a goal based bid strategy
 Depending on which networks
campaign is targeting, and whether
you want to focus on getting clicks,
impressions, conversions
 Ecommerce: Conversion such as
purchase
 Web Design Company: Viewable
impressions based, create
awareness
 19
YouTube Ads
How To Advertise on YouTube
Determine a goal based bid strategy
 Conversion
If you want customers to take a direct action
on your site, and you're using conversion
tracking, then it may be best to focus on
conversions
 Cost-per-click (CPC)
If you want to generate traffic to your website,
focusing on clicks could be ideal for you
 Cost-per-thousand viewable impressions
If you want to increase brand awareness
focusing on impressions may be your strategy
 Cost-per-thousand impressions (CPM)
If you run video ads and want to increase
views or interactions with your ads
 20
YouTube Ads
How To Advertise on YouTube
Budget, language and location
 Enter your budget by day or as the total
amount you’re willing to spend on the
campaign. Also enter the dates your ad
will run
 Select your audience’s language, and
location. You can choose to show ads
worldwide, or target by country
 21
YouTube Ads
How To Advertise on YouTube
Target Your Audience
 Demographics:
Covers age, gender, parental status, and
household income
 Interests:
Use topics and keywords to target
people based on their past behavior
(i.e., search topics).
 Remarketing:
Target audiences who have already
interacted with your other videos, your
website or your app.
 22
Google Ads Analytics
Keep track of campaign
 Track your through Google Ads
analytics
 You can analyze the demographics and
device type of the traffic
 Track performance:
 Views
 Impressions
 Avg. CPM
 23

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