Home Page Icon
Home Page
Table of Contents for
YouTube™ Marketing For Dummies®
Close
YouTube™ Marketing For Dummies®
by Will Eagle
YouTube Marketing For Dummies
Cover
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1: Getting Started with YouTube Marketing
Chapter 1: YouTube in the Marketing Mix
YouTube Is Important for Marketers
Using YouTube in Marketing
The Secret Formula for YouTube Success
Chapter 2: Using YouTube for Your Business
Capturing All Your Business Challenges
Defining Your Campaign Type
Determining Your Budget for Media and Production
The Necessary Nature of the Brief
Developing the Key Components of a YouTube Brief
Chapter 3: Targeting Your Audience
Creating a Picture of Your Target Audience
Gaining Insights into Your Audience
Developing Audience Insights
The Four C Framework for Insights
The Best Tools and Resources for Insights
Part 2: Advertising Campaigns on YouTube
Chapter 4: Advertising Formats
YouTube’s Ad Format Offerings
Being Aware of the Ad Policy
Chapter 5: Developing Your Ad Strategy
Developing Your Marketing Messages
Discovering Micro-Moments
Buying Paid Media
Exploring Pricing Models
Placing Your Media Buy
Scheduling Campaigns
Chapter 6: Ad Creative Fundamentals
YouTube Is Not TV
Gathering Your Marketing Essentials
Following the Rules of a Great YouTube Ad
Testing Video Ad Creative
Chapter 7: Buying Paid Ad Media
Getting to Know Google Ads
Setting Up Video Campaigns
Navigating the Google Ads Interface
Exploring More Google Ads Features
Part 3: Planning Your Content Strategy
Chapter 8: Exploring Video Content Formats
Educate, Entertain, Inspire
People Visit YouTube for Education
People Visit YouTube for Entertainment
People Visit YouTube for Inspiration
Connecting Formats to a Content Strategy
Chapter 9: Developing Your Content Strategy
Having a Brand Purpose
Applying Brand Purpose to Your YouTube Channel
Choosing Your Themes
Enjoying a Popular Niche
Exploring Trending and Evergreen Videos
Distributing Content
Giving Structure to Your Content Choices
Mapping Video to Your Marketing Calendar
Chapter 10: Content Fundamentals
Make Your Videos Shareable
Take a Conversational Approach
Involve Your Audience with Interactivity
Always Be Consistent
Target Your Audience’s Interests
Make Sure It’s Sustainable
Maximize Your Chances of Discoverability
Make Your Videos Accessible
Strive for Authenticity
Part 4: Making Videos for Ad Campaigns and Content
Chapter 11: Creating Video
Gathering Your Gear
Preparing for Production
Shooting Your Video
Editing Your Video
Exploring Advanced Video Options
Chapter 12: Curating, Collaborating, and Outsourcing
Getting Someone to Make Videos for You
Collaborating on Videos
Curating Other People’s Videos
Part 5: Working with YouTube Channels
Chapter 13: Launching Your YouTube Channel
Creating Your YouTube Channel
Customizing Your Channel
Digging Deeper into Channel Customization
Making Money from Your YouTube Channel
Chapter 14: Publishing Your Videos
Writing Compelling Titles
Crafting a Quality Video Description
Adding Tags
Customizing Your Thumbnail
Uploading Videos
Improving Your Videos with Advanced Customization
Chapter 15: Channel Management
Introducing Creator Studio Classic
Auditing and Updating an Existing Channel
Being in Good Standing
Part 6: Measuring Success
Chapter 16: Ad Campaign Metrics That Matter
Getting to Know Google Ads Reports
Measuring the Metrics That Matter
Optimizing Your Ad Campaign
Chapter 17: Content Metrics That Matter
Getting to Know YouTube Analytics
Revenue Reports
Watch Time Reports
Interaction Reports
Using Reports to Optimize Your Videos
Part 7: The Part of Tens
Chapter 18: The Ten Biggest Mistakes People Make
Trying to Do Too Much
Failing to Set Success Criteria
Forgetting about the Audience
Neglecting to Make Creative for YouTube
Thinking Paid Media Is Optional
Copycatting
Ignoring the Basics of Quality Video Production
Making Once, Distributing Once
Giving Up Too Early
Slacking Off Optimization
Chapter 19: The Ten Most Popular YouTubers
PewDiePie
Dude Perfect
Smosh
Markiplier
Nigahiga
Ninja
JennaMarbles
Logan Paul Vlogs
Shane
Jake Paul
Index
About the Author
Connect with Dummies
End User License Agreement
Search in book...
Toggle Font Controls
Playlists
Add To
Create new playlist
Name your new playlist
Playlist description (optional)
Cancel
Create playlist
Sign In
Email address
Password
Forgot Password?
Create account
Login
or
Continue with Facebook
Continue with Google
Sign Up
Full Name
Email address
Confirm Email Address
Password
Login
Create account
or
Continue with Facebook
Continue with Google
Prev
Previous Chapter
Title Page
Next
Next Chapter
Introduction
YouTube™ Marketing For Dummies®
To view this book's Cheat Sheet, simply go to
www.dummies.com
and search for “YouTube Marketing For Dummies Cheat Sheet” in the Search box.
Table of Contents
Cover
Introduction
About This Book
Foolish Assumptions
Icons Used in This Book
Beyond the Book
Where to Go from Here
Part 1: Getting Started with YouTube Marketing
Chapter 1: YouTube in the Marketing Mix
YouTube Is Important for Marketers
Using YouTube in Marketing
The Secret Formula for YouTube Success
Chapter 2: Using YouTube for Your Business
Capturing All Your Business Challenges
Defining Your Campaign Type
Determining Your Budget for Media and Production
The Necessary Nature of the Brief
Developing the Key Components of a YouTube Brief
Chapter 3: Targeting Your Audience
Creating a Picture of Your Target Audience
Gaining Insights into Your Audience
Developing Audience Insights
The Four C Framework for Insights
The Best Tools and Resources for Insights
Part 2: Advertising Campaigns on YouTube
Chapter 4: Advertising Formats
YouTube’s Ad Format Offerings
Being Aware of the Ad Policy
Chapter 5: Developing Your Ad Strategy
Developing Your Marketing Messages
Discovering Micro-Moments
Buying Paid Media
Exploring Pricing Models
Placing Your Media Buy
Scheduling Campaigns
Chapter 6: Ad Creative Fundamentals
YouTube Is Not TV
Gathering Your Marketing Essentials
Following the Rules of a Great YouTube Ad
Testing Video Ad Creative
Chapter 7: Buying Paid Ad Media
Getting to Know Google Ads
Setting Up Video Campaigns
Navigating the Google Ads Interface
Exploring More Google Ads Features
Part 3: Planning Your Content Strategy
Chapter 8: Exploring Video Content Formats
Educate, Entertain, Inspire
People Visit YouTube for Education
People Visit YouTube for Entertainment
People Visit YouTube for Inspiration
Connecting Formats to a Content Strategy
Chapter 9: Developing Your Content Strategy
Having a Brand Purpose
Applying Brand Purpose to Your YouTube Channel
Choosing Your Themes
Enjoying a Popular Niche
Exploring Trending and Evergreen Videos
Distributing Content
Giving Structure to Your Content Choices
Mapping Video to Your Marketing Calendar
Chapter 10: Content Fundamentals
Make Your Videos Shareable
Take a Conversational Approach
Involve Your Audience with Interactivity
Always Be Consistent
Target Your Audience’s Interests
Make Sure It’s Sustainable
Maximize Your Chances of Discoverability
Make Your Videos Accessible
Strive for Authenticity
Part 4: Making Videos for Ad Campaigns and Content
Chapter 11: Creating Video
Gathering Your Gear
Preparing for Production
Shooting Your Video
Editing Your Video
Exploring Advanced Video Options
Chapter 12: Curating, Collaborating, and Outsourcing
Getting Someone to Make Videos for You
Collaborating on Videos
Curating Other People’s Videos
Part 5: Working with YouTube Channels
Chapter 13: Launching Your YouTube Channel
Creating Your YouTube Channel
Customizing Your Channel
Digging Deeper into Channel Customization
Making Money from Your YouTube Channel
Chapter 14: Publishing Your Videos
Writing Compelling Titles
Crafting a Quality Video Description
Adding Tags
Customizing Your Thumbnail
Uploading Videos
Improving Your Videos with Advanced Customization
Chapter 15: Channel Management
Introducing Creator Studio Classic
Auditing and Updating an Existing Channel
Being in Good Standing
Part 6: Measuring Success
Chapter 16: Ad Campaign Metrics That Matter
Getting to Know Google Ads Reports
Measuring the Metrics That Matter
Optimizing Your Ad Campaign
Chapter 17: Content Metrics That Matter
Getting to Know YouTube Analytics
Revenue Reports
Watch Time Reports
Interaction Reports
Using Reports to Optimize Your Videos
Part 7: The Part of Tens
Chapter 18: The Ten Biggest Mistakes People Make
Trying to Do Too Much
Failing to Set Success Criteria
Forgetting about the Audience
Neglecting to Make Creative for YouTube
Thinking Paid Media Is Optional
Copycatting
Ignoring the Basics of Quality Video Production
Making Once, Distributing Once
Giving Up Too Early
Slacking Off Optimization
Chapter 19: The Ten Most Popular YouTubers
PewDiePie
Dude Perfect
Smosh
Markiplier
Nigahiga
Ninja
JennaMarbles
Logan Paul Vlogs
Shane
Jake Paul
Index
About the Author
Connect with Dummies
End User License Agreement
List of Tables
Chapter 6
TABLE 6-1 Possible Video Ads
Chapter 8
TABLE 8-1 Video Content Format Worksheet
List of Illustrations
Chapter 2
FIGURE 2-1: Grab your sticky notes and generate all your business challenges. Pi...
FIGURE 2-2: A traditional marketing funnel showing the consumer journey, commonl...
Chapter 3
FIGURE 3-1: The YouTube Trending page updates daily showing the latest trending ...
FIGURE 3-2: The Google Trends tool is an invaluable resource to help explore tre...
FIGURE 3-3: My search for country singer Kacey Musgraves shows peaks in search i...
FIGURE 3-4: Related topics and related queries let you explore similar search te...
FIGURE 3-5: I’ve added Taylor Swift and Blake Shelton for comparison. You can se...
FIGURE 3-6: At any point in time, you can check out trending searches to see wha...
FIGURE 3-7: Top charts breaks out handy lists for popular searches into differen...
FIGURE 3-8: Specify your target audience.
FIGURE 3-9: Choose how many survey responses you want. Google will calculate the...
Chapter 4
FIGURE 4-1: While I was watching a Maroon 5 video, a display ad appeared to the ...
FIGURE 4-2: The ad “Barcoding is Hot in Manufacturing” appeared as a TrueView vi...
FIGURE 4-3: Bumper ads appear on mobile devices. I managed to quickly snag this ...
FIGURE 4-4: Subway had the Masthead spot on the day I took this screenshot. You ...
Chapter 5
FIGURE 5-1: GayLeaFoodCoop intercepted a moment of wanting to know with a helpfu...
FIGURE 5-2: Searching
how to fix a cracked phone screen
surfaced an ad from Sams...
FIGURE 5-3: I searched for
how to buy stocks
and saw an ad entitled Volatility T...
FIGURE 5-4: I searched YouTube for
Las Vegas travel guide
and was served an ad f...
Chapter 6
FIGURE 6-1: In this TV commercial, you can see the stages of exposition with the...
FIGURE 6-2: The story arc of a YouTube ad.
FIGURE 6-3: Tom Ford leverages big bold text in this ad for lipsticks.
Chapter 7
FIGURE 7-1: Google Ads offers a simple starting point to create a campaign, aski...
FIGURE 7-2: Enter your campaign name, set your budget, and choose your start and...
FIGURE 7-3: Depending on your campaign type, you’ll have different network optio...
FIGURE 7-4: Setting up your video discovery ad for your product and brand consid...
FIGURE 7-5: An in-stream ad on YouTube on mobile devices and on video partner si...
FIGURE 7-6: You can create ad groups for each different set of ad creative you w...
FIGURE 7-7: A listing of the performance of all of your ads appears in the Ads &...
FIGURE 7-8: You can add keywords to your campaigns that will trigger your ad to ...
FIGURE 7-9: You can add topics to your campaigns and ad groups.
Chapter 8
FIGURE 8-1: With more than 1.5 billion views, The Khan Academy is an excellent e...
FIGURE 8-2: Screencasts are easy-to-make educational videos, such as this video ...
FIGURE 8-3: This example of a talking head video shows Warby Parker providing cu...
FIGURE 8-4: YouTuber Matt Santoro has made an art form out of listicle videos.
FIGURE 8-5: Arguably the best presentation videos on the Internet, Ted Talks are...
FIGURE 8-6: Red Bull’s lecture videos make up the content of their Red Bull Musi...
FIGURE 8-7: Zach Galifianakis has fun with the stereotypical features of intervi...
FIGURE 8-8: Dan Pink’s talk illustrated by Andrew Park.
FIGURE 8-9: Beauty vlogger Shalom Blac creates hair and makeup tutorial videos.
FIGURE 8-10: An example of my YouTube viewing history. I watch a lot of car revi...
FIGURE 8-11: Tom Hardy answers difficult questions in this entertaining video fr...
FIGURE 8-12: CNN’s playlists show its “Best of …” news content.
FIGURE 8-13: Philip DeFranco is a YouTuber creating pop culture news content wit...
FIGURE 8-14: Brian Jordan Alvarez’s web series “The Gay and Wondrous Life of Cal...
FIGURE 8-15: Ninja is a popular gamer with more than 18 million subscribers. He ...
FIGURE 8-16: With more than 12 million subscribers and 2.2 billion video views, ...
FIGURE 8-17: Jenna Marbles, a vlogger, has been posting videos on YouTube since ...
FIGURE 8-18: John St’s Catvertising video parodies the advertising industry and ...
FIGURE 8-19: Dude Perfect’s Oreo Dunk Challenge video.
FIGURE 8-20: Do you want to look like a unicorn? Well, now you can, thanks to Yo...
FIGURE 8-21: Fail Army makes popular super cuts of people, pets, and more making...
FIGURE 8-22: Dove Men+Care shares your first fatherhood moments this Father’s Da...
FIGURE 8-23: The “WestJet Christmas Miracle: Real-time Giving” video, which garn...
FIGURE 8-24: Jean Claude Van Damme performing an epic split in Volvo Truck’s mas...
Chapter 9
FIGURE 9-1: This simple DIY video from Lowe’s helps show people how to unclog a ...
FIGURE 9-2: This playlist of videos shows the step-by-step process to build a co...
FIGURE 9-3: The Weekender is one of several show-like seasons of content, delive...
FIGURE 9-4: Spirit Payton has more than 95 million views, with 16 million for th...
FIGURE 9-5: The channel Primitive Technology is an excellent example of a popula...
FIGURE 9-6: Lauri, based in Finland, runs the Hydraulic Press channel with more ...
FIGURE 9-7: Evergreen videos don’t date and can keep accruing views over years.
FIGURE 9-8: Under Armour makes several hub video playlists. This video features ...
Chapter 10
FIGURE 10-1: Rhett and Link’s video title is a great example of just how someone...
FIGURE 10-2: YouTuber Molly Burke speaks directly to camera in her vibrant and f...
FIGURE 10-3: You can see from his recent uploads that Doug DeMuro is consistent ...
Chapter 11
FIGURE 11-1: A sample storyboard.
Chapter 12
FIGURE 12-1: Fiverr offers access to people all over the world who can help you ...
FIGURE 12-2: The result at the top of this page is a playlist featuring more tha...
Chapter 13
FIGURE 13-1: A brand new YouTube channel.
FIGURE 13-2: Coca-Cola’s channel icon matches the channel.
FIGURE 13-3: A good example of an About tab on a YouTube channel from Seth Meyer...
FIGURE 13-4: Coca-Cola provides a great example of a channel description.
FIGURE 13-5: Warby Parker’s primary YouTube channel links to its WarbyParkerHelp...
FIGURE 13-6: I renamed the section Channels I like and linked it to my two favor...
FIGURE 13-7: The Voice makes use of its Community tab by posting questions to en...
FIGURE 13-8: When you customize your channel, you see your channel with the addi...
FIGURE 13-9: PewDiePie’s merchandise store of clothing and accessories.
Chapter 14
FIGURE 14-1: The first few lines of your description help you encourage people t...
FIGURE 14-2: While your video uploads, take the time to add information, such as...
FIGURE 14-3: Use the Advanced settings tab to tweak your video’s settings.
FIGURE 14-4: You can draw shapes to blur specific areas of a video — for example...
FIGURE 14-5: The Trimming feature is a basic editing feature you can use to cut ...
FIGURE 14-6: Oprah’s YouTube videos make use of end screens, encouraging you to ...
FIGURE 14-7: The elements you add appear over the video and can be resized and m...
Chapter 15
FIGURE 15-1: The Creator Studio Classic interface.
FIGURE 15-2: Super chat is a feature that lets fans pay to have their chat messa...
FIGURE 15-3: A standard boilerplate description for each video provides consiste...
Chapter 16
FIGURE 16-1: The Basic reports section contains virtually every kind of report t...
FIGURE 16-2: Reports take the format of a table of data. You can sort by any dim...
FIGURE 16-3: You can create a custom report with any dimension you’d like.
FIGURE 16-4: Create your own dashboard with the most important metrics to you. I...
FIGURE 16-5: Schedule your favorite reports to automatically be emailed to you a...
Chapter 17
FIGURE 17-1: The Overview page in the Analytics section of the YouTube Creator C...
FIGURE 17-2: Check the money you’re earning from your YouTube channel in the Rev...
FIGURE 17-3: A funnel graphic from the Impressions and click-through rate report...
FIGURE 17-4: The Audience retention report shows you when people stop watching y...
FIGURE 17-5: Use the Traffic sources report for a detailed understand of how peo...
FIGURE 17-6: Look at your Subscribers report to see how many people you’ve added...
Guide
Cover
Table of Contents
Begin Reading
Pages
i
ii
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230
231
232
233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
256
257
258
259
260
261
262
263
264
265
266
267
268
269
270
271
272
273
274
275
276
277
278
279
280
281
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312
313
314
315
316
317
318
319
320
321
322
323
324
325
326
327
328
329
330
331
332
333
335
336
337
338
339
340
341
342
343
345
346
347
348
349
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365
366
367
368
369
370
371
Add Highlight
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click
here
login for view all page.
Day Mode
Cloud Mode
Night Mode
Reset