Ewom Marketing

Since YouTube officially launched in December 2005, it has attracted users at a meteoric rate. YouTube receives 71 million unique users each month and has the 6th largest audience on the Internet. No longer is Online Video the future, it's the present: 75% of Americans watched a video online last month. With YouTube usage still high, Google have been working hard to increase the advertising opportunities and trying to increase the overall experience of the site. Therefore this month has resulted in YouTube unveiling a host of new advertising methods for advertisers:

YouTube Live:
It was only a matter of time before YouTube introduced live streaming/webcasting and on November 22nd YouTube hosted its first ever live event, the event featured a range of performers whose videos on YouTube had gain more then 2.5 million views each. With this being the first of many live events YouTube has in store, how long before sponsorship opportunity for these live events becomes an option?

YouTube Adsense:
When searching the site users will now be greeted with video advertisements similar to those produced by Google AdSense. YouTube searches now produce "sponsored links" on the right side of the screen alongside unpaid results on the left.

Increase of Professional Content:
YouTube announced a deal with MGM studio's to show full-length television shows on the site. Where this will bring a lot of money in for YouTube is that advertisers will be trying to outbid each other for the advertising space next to these videos. Through increasing the amount of professional content on the site, they are aiming to increase the amount of advertising by double. YouTube has struck similar deals with CBS and Lionsgate, so one would presume YouTube advertising isn’t as popular as Google had hoped and sees this as a way to increase this. When YouTube first launched its Advertising schemes advertisers were reluctant to use this channel due to a concern regarding the site consists mostly of amateur videos, and companies didn’t want to risk damaging their brand by being associated with these.

YouTube Overlay ads:
YouTube will also now begin running overlay ads in YouTube partner videos that live on other sites. This means that no matter where a YouTube video is embedded, it can contain an ad and earn revenue for YouTube partners.

YouTube sponsored videos:
YouTube Sponsored Videos allows anyone to promote their videos on the search results page. Bidding on specific keywords will promote your video to the right-hand side of YouTube’s search results along with an image and some text. Again similar to Google Adwords. By being able to target YouTube videos, advertisers will be able to give the most visibility to their videos.
According to YouTube this was launched due to requests of businesses. Of course one would presume that due to YouTube being ranked as one of the top five search engines this had a great deal to do with this. But it seems that this no longer is the case as its hard to find a video that doesn’t have a sponsored link on the right hand side.

Size does matter:
YouTube Today also announced another change – the size of their video player. They have expanded the width of the page to 960 pixels to increase the quality of the videos. A new wider player is in a widescreen aspect ratio which is hoped to provide a more powerful viewing experience.

For more information on YouTube advertising check out this link, http://uk.youtube.com/t/advertising Also please note that only some of the YouTube Advertising channels are currently only available in the U.S.A.

Google AdWords (P4P) is the online marketing tool that businesses invest the most in. When I first started using Google AdWords, I had an extremely low budget, therefore I really had to ensure that my plan was efficient and effective. Therefore with the help of books, journals, tips and reports I put together a list of key essentials that if followed will help YOU run a more successful Google AdWords campaign.

1. Don’t use broad terms and keywords
If you include very general keyword or phrases, for example such as “football shoes”, in your keyword list, your ads will appear when users search for football and shoes separately as well. You should use very specific keywords which will also save costs as a lot of general keywords have a high click price.

Using keywords like this is usually used by experienced advertisers who also have a long list of negative keywords. It often gets a bad rap, but there are times when broad matching can work well, but only when using together with negative keywords.

2. Use dynamic titles
Dynamic titles are easy, they don't cost anything and they usually have a good effect on CTR and conversion rates. The phrase that the searcher uses in their search will come up as the title of your AdWord. This saves you having to create an individual ad for each keyword and means that your ad will be more targeted. In the title field of your ad simply your keyword first, then a backup/follow up title. However If all your competitors are using Dynamic titles, then using a static title can make your ad stand out compared to the others.

3. Negative keywords
If you're selling something, you don't want people finding your ad if they're searching for free stuff. This sounds obvious, but do some searches and you'll see it happening. Use the word 'free' in your campaign global negatives. You can also use this for other words you don't want to turn up for. Using negative keywords is especially important if you're using broad matching.

4 .Be creative, being number one position doesn’t always matter
Everyone tries to reach to be the top ad on the list but you got to think just how much of a difference will being in the first position, as opposed to the second, third or sixth position make? If you are creative then it doesn’t matter on your position.

A powerful way to do this is buy using a keyword specific URL in your advert. If you're selling some Nike Airwalk shoes you might want to set the URL on your creative to display as: www.example.com/adidas/nike-airwalk. Remember this doesn’t have to match your real click domain name, and is better than a long URL made up of random letters.

5. Optimize your landing page

The landing page is the page which the person who clicked on your ad will see when they come through to your site. Remember its import that you don't use your homepage as your landing page unless it deals only with selling the product you're advertising.

6. Track your keywords!
Track everything. Google will track impressions, clicks and click through rate. Just because an ad has a high CTR doesn't mean that it is making you money! If you don't know how each keyword is performing – then you won't be able to optimize your campaigns, by turning off the keywords that aren't working and investing more in the keywords which are.

7. Don't enter into bidding wars
It is easy to get into bidding wars with your competitors. You want to be number one and so does your competitor. This is the last thing you should do unless you can justify it. Let your competitor be number one, and be happy to be number two. Remember if you have a better product, your click through rate will get you to the top and you'll still be paying the same as you were in the second position.

8. Set a weekly budget and stick to it
When you're first starting out this is really important. Google AdWords is very addictive, and before you know it you have spent a week’s budget in one day! Set a weekly/ monthly budget and stick to this.

9. Target by region
By targeting individual countries and even cities, this will make more targeted users feels that your ad is meant for them. If you have the advert in the local language this would improve your advert even more, and the more likely they are to click on it. Just remember you would have a English printed advert in Japan, AdWords is no different!

10. Pick a timeslot when you want your ads to show
If you have your ads active 24 hours, your ads may be wasted on “Midnight Clickers” By choosing specific times for your ads to show this will help save money and ensure that you are targeting your specific customer more effectively. For example if I was targeting office stationary buyers, I would set my ads to run from 7am to 8pm, rather than have them running 24 hours.

11. Keep your campaigns organized
This will make it easier for you to know what is doing well and what isn't.

12. What are your competitors doing?
Remember before you begin and throughout your campaign you should take a look at what your competitors are doing. Are they doing something better than you? What keywords do you share with your competitors? Can you discern their strategy? Do they use automated bidding software? Do their landing pages have some magic which you should be emulating? This is the sort of stuff you can find out and the kind of stuff that you need to know.

Facebook Pages:
This capability is for companies trying to create a brand image inside Facebook. Obtaining a Page is free and it is great for businesses such as: bars, pubs, music artists, and sports teams. It allows businesses to connect with customers on Facebook similar to the way users connect with their friends. Through a Facebook Page, users can show their support by becoming a fan, writing on your Wall, and other actions that automatically generate News Feed stories. Once joined advertisers can send updates to fans such as special news or offers. You can also link the page to your Facebook social ads.

When your fans interact with your Facebook Page, the actions they take are automatically generated into social stories. These stories are published to News Feed, which friends may see the next time they log into Facebook. The stories link back to your Facebook Page, inviting more people to interact with it, which generates more social stories and drives even more traffic to your Page. Viral marketing at its best!

Facebook social ads:
Facebook Social Ads allow your business to become part of people's daily conversations. Ads can be displayed in the left hand Ad Space, visible to users as they browse Facebook to connect with their friends, as well as in the context of news feed attached to relevant social stories. The social stories, such as a friend's becoming a fan of your Facebook page or a friend's taking an action on your website, make your ad more interesting and more relevant. Social Ads are placed in highly visible parts of the site without interrupting the user experience on Facebook.

Facebook Beacon:
This function allows customers to share with their friends the actions they take on your website. For user actions you define, Facebook Beacon will publish a story in the user's profile and to friends' news feeds with a link back to your site. Facebook Beacon actions include purchasing a product, signing up for a service, adding an item to a wish list, and more. When a user performs the action, they will be alerted that your website is sending a story to their profile. Facebook Beacon enables your brand or business to gain access to viral distribution within Facebook. Stories of a user's engagement with your site maybe displayed in his or her profile and in news feed. These stories will act as a word of mouth promotion for your business and may be seen by friends who are also likely to be interested in your product.

Facebook Platform:
Facebook Platform provides you with the tools to quickly create custom experiences for users to interact with your business and their friends while maintaining the look and feel of the Facebook interface. you can create an authentic social experience for your users by integrating your current web site or web application directly with the Facebook Platform or sponsoring an existing application. You can also integrate mobile and desktop applications with the Facebook API. Facebook Pages enable you to easily create a custom business presence on Facebook, and you can further customize the experience with a Facebook Application. You can create an application to engage even more with your users or leverage one of the thousands of compelling existing applications. Facebook Platform makes it easy to authentically connect with your customers.

Facebook Polls:
Tens of millions of people express themselves authentically on Facebook, you can accurately target your Polls by gender, age, location, interests, and other demographic data. Your poll will only be shown to the people who meet the criteria you set.

With the easy to use creation interface, you can create and deploy a single question poll within minutes. The polls will immediately start showing up in your target audience's news feeds where they can respond as soon as they log in to Facebook. Based on the level of activity at that time, your question could be answered by hundreds of people in as little as 30 minutes. The detailed results are broken down by age group and gender.

Facebook Insights:
Of course with all these types of advertising advertisers need a way of measuring the success. Therefore Facebook’s offers an Insights package that allows social ad users and pages users to see metric data, including different activities such as how many people viewed videos and photos, the fan demographics, ad performance, trends and more.