#mondaymotivation Day one or one day

Many of you expressed interested in starting your own Youtube channel to me but never started.

Maybe today is day one for you. The choice is all yours. 

#Youtube #coaching

Best Youtube Studio workshop I had was "Story structure"

After going to multiple workshops at Youtube Studio LA, the best one was "Story Structure" led be coach Lisa Linke

As a math major from UCLA, it blew my mind.  Her two days workshop help me structure my Youtube video content and production.  It significantly improved content logic and engagement.

Pixar and Khan collaborated to make videos about this.  Check it out.

Measure your Youtube sub growth by week, not per day. It should be slowly growing if you're doing everything correct.

Your youtube channel SUBSCRIBER count should be slowly growing per WEEK.  If not, there's something missing.  

Do:

• track [weekly] growth by [subscribers] count.  This is the most important long term index in my view.  It means someone wants to hear more from you in the future. 
• have a consistent content brand.  
• improve one aspect of your channel at a time.  so you don't get overwhelmed and see the impact after. 

Don't:

• obsess [daily subscriber] count, sometimes there are slow days
• obsess over [view] count, sometimes there are slow days 
• don't give up if you don't see growth.  

If you don't see growth on [WEEKLY SUBSCRIBER] count, we need to go back and review the basic steps for optimizing your videos in our coaching session. 

Mobile | Google New Update - “Expanded Text Ads” (ETA)

Google has made a historic change to its creative format with the introduction of a mobile optimized format called “Expanded Text Ads” (ETA)

What Are Expanded Text Ads?

Expanded Text Ads are a mobile-optimized ad-format designed to maximize an advertiser’s performance in mobile search results. This is accomplished by providing the advertiser significantly more ad copy to highlight their product or service. Expanded Text Ads also apply to desktop search results.

This change is a big deal because it’s a fundamental shift away from the legacy AdWords text ad format that’s existed for well over a decade. As such, this change will require every AdWords advertiser to rewrite their ads to be ETA-compatible. To learn how to automatically do this, skip ahead to the end of this post.

What’s Changing, Exactly?


Advertisers now have two headlines instead of one, and these headlines are joined with a hyphen. The good news – this copy expansion allows ads to occupy 50% more space on the search results page. Early results indicate that this increased presence improves CTR, which makes sense when you compare the old format (left) to the new format (right):

Here are the nitty-gritty details:

• Headline 1 and headline 2 are 30 characters each. This is a 240% increase over legacy text ads, which historically had just one headline and a 25-character maximum.
• 
  
• For the description line, the character count is also increasing. Instead of two 35-character description lines, there’s just one that’s 80 characters.
• 
  
• The display URL will now be automatically extracted from your destination URL. You can set up to two path fields like “golf” and “shoes” 

A Positive Change, for Multiple Reasons

Why is this change a net-positive for advertisers?

• You gain a new, second headline.
• More characters for longer messaging increase the odds of connecting with your target audience.
• We’re seeing better overall performance in our early results.

Why is Google Making This Change?

A couple of obvious questions are: Why is Google making this change? And why now?

The short answer: Consumers have shifted to mobile as their primary method of accessing the Internet. And, advertising dollars are following in rapid succession. eMarketer estimates that in 2016, over 60% of all digital advertising spend will go to mobile. It’s also expected that mobile will continue to gobble up market share through 2020.

Google is staying ahead of this trend by shifting to mobile-optimized ads, which is consistent with the elimination of right-hand ads back in February. In the next 12-24 months, we should see more mobile-centric changes from all major publishers, as they train their attention on perfecting mobile monetization.

Marin Software has Boot Media that automatically rewrite your ads to be ETA-compatible. Clients on the original beta were able to see improvements of +100% CTR and +70% reduction in CPC.  Only early movers to ETA's will be able to ride this wave,

*Info taken from Marin and Google

OLD NOTES - Yahoo Work Shop SEM Campaign Optimization Action Plan

Allan Chuate, Search Strategy/optimization

Keyword

Keyword expansion:  search query report

Singular, plural and misspell should be bid separately

Negative keywords – 

• -help optimize broach & phrase, 
• -works different from Google, 
• -when set at lower leverls, overrides those at higher levels within a campaign
• Are limited at 10k at ad groups & campaign levels
• Are no longer normalized (Education: Negative keyword “Bachelor” – is linked to “Bachelors”.  Education vertical wants “Bachelor” but not “bachelors”).
• Negative keywords are applied as “negative phrase match” – same order/next to each other.  Bid keyword = stock quote  ; Negative keyword = free quote time.  Free quote time – is served, stock quote free quote time – is not served

Ad serving:

CTR threshold

Min_bid = 0.05

Landing page: adcenter crawls LP’s to determine relevance

Best practice:  

1. Monitor QS and correct low performing components
2. Incr min_bid
3. Ensure landing page is directly relevant to user query and keyword

Content Match:

Site Targeting – new – include Yahoo properties (Y! Answers, Astrology, Auto, Groups, Health, Movies), Microsoft: Hotmail, MSNBC.com

Use website placement performance report in ad center to track by site

Use site that convert well for Display

Use other targeting /bid boosting layers to reach more specific audience

JOE STEPHENS:

Insights: 

Quality Score – competitiveness in overall market,  landing page relevance, user experience  - accesses at account level for sites using excessive links.  Displayed at KW level to better indicate and address the specific KW.  Same keyword/Different match type = different QS

Exact Match –

Explicit vs. Implicit bidding - 

Ad copy optimization -

Targeting -

3 timelines and steps to successful Holidays Digital Advertising - to drive sales & demand/lead generation

Planning for the holiday season (Christmas, Thanksgiving, Halloween, Valentines, Black Friday, Cyber Monday, Green Monday) or Marketing calendar is key to successful digital marketing.  Goals are to sales, demand generation and awareness.

PLAN:

1. (August–September) Before the Holidays:
• take advantage of the less-promotional summer months to build momentum, 
• get your brand presence on point, 
• grow your customer base, 
• and capture intent data from your website or mobile app using 
• (Facebook) Website Custom Audiences or 
• (Twitter) Tailored Audiences.
• ACTIONS: 
• Leverage insights tools (such as Facebook’s Audience Insights) to understand your audience better: interests, demographics, etc. A good first step is to run an analysis on specific, high-intent audiences, such as fans of your page, Website Custom Audience of all visitors of your website, CRM list of recent purchasers, etc
• Targeting: Segment your audiences based on demographic, geographic, and behavioral targeting such as digital buyers, mobile early adopters, etc.
• Ad formats: Video is the most engaging form of brand communication, making it an obvious choice for this objective (especially on mobile). Publishers offer a wide variety of options, including Facebook Carousel Video Ads. Other highly visual formats such as Facebook Canvas Ads offer an immersive experience around your brand.
• Creative: Needless to say, using visually compelling creatives is in order. Regarding video, think about typical usage – many users will view your content on-the-go on their mobile with the sound off. As a result, make sure any video has great storytelling, grabs the attention within the first 10 seconds, and makes use of captions (either uploaded via Facebook or as text overlays).
• Optimization: Use specific campaign types to focus on the objective that matters. Facebook offers reach and frequency buying to secure ad inventory at a predetermined CPM cost for Facebook and Instagram ad formats, including video