In addition to introducing some new features to AdWords for Video, YouTube is also creating an Ambassador program, providing an Advertiser Playbook, and giving away $50 million in free Google AdWords advertising. Adding envoys, best practice tips, and free money should help even more businesses get into video advertising on YouTube.
YouTube's New Ambassador Program
To recognize business owners that are already using YouTube to grow their business, YouTube is naming nine businesses from across the country as its first ever Ambassadors.
These businesses have seen outstanding success in reaching new customers, building a brand and engaging their fans with video. This includes ModCloth, an online-only retail operation that started in a college dorm room and has since grown to global, 275-employee company in less than a decade.
YouTube Finally Creates an Advertiser Playbook
The YouTube Creator Playbook covers two dimensions of YouTube marketing very intelligently: content and audience. But as we mentioned two months ago when Version 2 was published, a third dimension was missing: advertising.
Now, there’s an Advertiser Playbook that shares best practices and tips on how video can be a core part of a company’s advertising program. It covers: getting started with video, managing your videos, promoting your business, and tracking your success.
The new Advertiser Playbook also includes a collection of templates to help you develop a creative strategy and write a script about your business as well as a storyboard and shot list and an equipment checklist. You will want to set aside at least six hours to read the 122-page step-by-step guide.
The Advertiser Playbook also mentions several YouTube success stories, including the Orabrush, Rokenbok, and GoPro case studies.
In September 2010, Search Engine Watch looked at how funny YouTube videos helped Orabrush make a million dollars in one year.
And in October 2011, Search Engine Watch examined how Orabrush got into Walmart. Orabrush became the first product to go from no sales online or offline, to nationwide retail distribution just using YouTube.
Four months ago, ReelSEO shared the story of how the Rokenbok Toy Company was using YouTube to transform into an online business. A video about that case study was also just uploaded on April 17, 2012.
With fun and educational videos, Rokenbok Toys was able to create entertaining in-store demos of their toys virtually. Today, the majority of their online sales come from YouTube channel viewers who make up more than half of their customer base.
We haven’t covered the GoPro YouTube case study before. A video about it was just uploaded on April 19. The video tells the story of how the YouTube community has helped GoPro become the world leader in wearable and gear mountable cameras for sports and activities.
On Jan. 26, Search Engine Watch revealed how YouTube TrueView ads had pumped up search traffic and conversions for TRX. Although this case study isn't mentioned in the Advertiser Playbook, it has also been turned into a video that was uploaded to the Advertise on YouTube channel on April 12. Using TrueView video ads, they focus on making content that's relevant to their users, which leads to more interest in their brand – and more customers.
If advertisers need help creating a video, YouTube’s My Business Story free tool advertisers can use to create their first video. And as with all AdWords advertisers, advertisers can also call YouTube’s free phone support line, 866-2-GOOGLE, to get started with AdWords for video.
$50 Million in Free Google AdWords Advertising
To help 500,000 businesses get into video, new AdWords advertisers can receive a $75 credit toward video advertising when they sign up for AdWords for video. To put that into context, with $75 their video campaign can reach more than 1,500 of their most valuable customers on YouTube for one month.
Combined with the new features to AdWords for video, the Ambassador program, Advertiser Playbook, and $50 million in free AdWords advertising should help even more businesses get into video advertising on YouTube. It never hurts to send envoys, tips and money.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.