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End User License Agreement
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End User License Agreement
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
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WILEY END USER LICENSE AGREEMENT
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