YouTube Marketing For Dummies (For Dummies (Business & Personal Finance))

Title Page
Copyright Page
Table of Contents
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
			YouTube is big and growing fast
			The benefits of YouTube’s big data
			YouTube’s place in your marketing mix
		Using YouTube in Marketing
			Advertising versus content marketing
			Picking a lane
		The Secret Formula for YouTube Success
			Creating a brief to reach the right people
			Harnessing the power of video ads
			Developing your content strategy
			Making great videos
			Mastering YouTube management
			Measuring success
	Chapter 2 Using YouTube for Your Business
		Capturing All Your Business Challenges
		Defining Your Campaign Type
			Brand awareness and reach
			Brand and product consideration
			Engagement
			Conversion
			Loyalty and advocacy
		Determining Your Budget for Media and Production
			Breaking down your annual budget
			Taking the 70/20/10 approach
			Calculating your production budget
			Setting your media budget
		The Necessary Nature of the Brief
		Developing the Key Components of a YouTube Brief
			About the campaign
			Campaign or initiative’s needs
			Deliverables and considerations
	Chapter 3 Targeting Your Audience
		Creating a Picture of Your Target Audience
		Gaining Insights into Your Audience
			Insights
			Dove’s Campaign for Real Beauty
		Developing Audience Insights
		The Four C Framework for Insights
			Consumer
			Category
			Competitor
			Culture
		The Best Tools and Resources for Insights
			Trending on YouTube
			Google Trends
			Google Surveys
			Social media and comments
Part 2 Advertising Campaigns on YouTube
	Chapter 4 Advertising Formats
		YouTube’s Ad Format Offerings
			Display ads
			Image ads
			Skippable video ads
			Nonskippable video ads
			Midroll ads
			Bumper ads
			The YouTube Masthead
			Google Preferred
			The Google Display Network
		Being Aware of the Ad Policy
			Prohibited content
			Prohibited practices
			Restricted content
			Editorial and technical quality standards
	Chapter 5 Developing Your Ad Strategy
		Developing Your Marketing Messages
		Discovering Micro-Moments
			“I want to know” moments
			“I want to do” moments
			“I want to buy” moments
			“I want to go” moments
		Buying Paid Media
			Doing it yourself
			Using a media agency
		Exploring Pricing Models
			Cost per thousand (CPM)
			Cost per view (CPV)
			Cost per acquisition (CPA)
		Placing Your Media Buy
			Auction
			Reserve
		Scheduling Campaigns
	Chapter 6 Ad Creative Fundamentals
		YouTube Is Not TV
			The story arc of a TV spot
			The story arc of a YouTube ad
		Gathering Your Marketing Essentials
			Your messages
			Your brand assets
			Existing video assets
			Your mandatories
		Following the Rules of a Great YouTube Ad
			Getting attention
			Clearly branding
			Making a connection
			Giving specific direction
		Testing Video Ad Creative
			Testing marketing messages
			Testing video creative
	Chapter 7 Buying Paid Ad Media
		Getting to Know Google Ads
			Signing up with Google Ads
			Getting a tour
		Setting Up Video Campaigns
			Driving leads
			Delivering website traffic
			Growing product and brand consideration
			Creating brand awareness and reach
			Designing your own custom campaign
		Navigating the Google Ads Interface
			Overview
			Recommendations
			Campaigns
			Ad groups
			Ads & extensions
			Videos
			Landing pages
			Keywords
			Audiences
			Demographics
			Topics
			Placements
			Settings
			Locations
			Ad schedule
			Devices
			Advanced bid adjustment
			Change history
		Exploring More Google Ads Features
			Tools
			Bulk actions
			Measurement
			Setup
Part 3 Planning Your Content Strategy
	Chapter 8 Exploring Video Content Formats
		Educate, Entertain, Inspire
		People Visit YouTube for Education
			Is an educational video the right format for your content?
			Types of educational videos
			The distinction between edutainment and how-to
			A checklist for making educational videos
		People Visit YouTube for Entertainment
			Is an entertainment video the right format for your content?
			Types of entertainment videos
			Lean in versus lean back
			A checklist for entertainment videos
		People Visit YouTube for Inspiration
			Case studies
			Is an inspiration video the right format for your content?
			A checklist for making inspirational videos
		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
			Generating theme ideas
			Lowe’s Home Improvement
		Enjoying a Popular Niche
			Benefitting from a popular niche
			Finding a popular niche
		Exploring Trending and Evergreen Videos
			Trending videos
			Evergreen videos
			Making the choice
		Distributing Content
		Giving Structure to Your Content Choices
			Hero videos
			Hub videos
			Help videos
		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
			Cameras
			Audio
			Lighting
			Tripods
		Preparing for Production
			Developing your idea
			Storyboarding your vision
			Crafting your script
			Developing your shot list
			Choosing locations
			Creating the call sheet
			Tallying up costs
			Ensuring legal compliance
		Shooting Your Video
			Planning the shot
			Composition
			B-roll
			Continuity
		Editing Your Video
			Editing process
		Exploring Advanced Video Options
			Livestreaming
			360-degree video
			Virtual reality
	Chapter 12 Curating, Collaborating, and Outsourcing
		Getting Someone to Make Videos for You
			Advertising and marketing agencies
			Video production companies
			Local freelancers
			Online marketplace services
			Video creation tools
		Collaborating on Videos
			Email a YouTuber directly
			Work with a multichannel network (MCN)
			Use a YouTuber marketplace
		Curating Other People’s Videos
Part 5 Working with YouTube Channels
	Chapter 13 Launching Your YouTube Channel
		Creating Your YouTube Channel
		Customizing Your Channel
			Adding a banner image
			Adding links to your banner
			Editing your channel icon
			Adding your channel description
		Digging Deeper into Channel Customization
			About tab
			Channels tab
			Discussion or Community tab
			Home tab shelves
			Channel trailer
		Making Money from Your YouTube Channel
			The YouTube Partner Program
			Other ways to make money
	Chapter 14 Publishing Your Videos
		Writing Compelling Titles
			The hook, explanation, and information
			The question
			The statement
			The clickbait
		Crafting a Quality Video Description
		Adding Tags
		Customizing Your Thumbnail
		Uploading Videos
		Improving Your Videos with Advanced Customization
			Applying enhancements
			Adding audio
			Adding end screen and annotations
			Adding cards
			Modifying subtitles/CC
	Chapter 15 Channel Management
		Introducing Creator Studio Classic
			Dashboard
			Video Manager
			Live Streaming
			Community
			Channel
			Analytics
			Translations and Transcriptions
			Create
			Your contributions
		Auditing and Updating an Existing Channel
			Channel art
			Text areas of your channel
			Video organization
		Being in Good Standing
			Copyright strikes
			Community strikes
Part 6 Measuring Success
	Chapter 16 Ad Campaign Metrics That Matter
		Getting to Know Google Ads Reports
			Using predefined reports
			Creating a custom report
			Creating a custom dashboard
			Scheduling reports
		Measuring the Metrics That Matter
			Brand awareness and reach metrics
			Brand and product consideration metrics
			Website traffic and leads
		Optimizing Your Ad Campaign
			Tweaking your creative
			Experimenting with ad formats
			Targeting new audiences
			Modifying campaign settings
			Altering bidding and budgets
	Chapter 17 Content Metrics That Matter
		Getting to Know YouTube Analytics
		Revenue Reports
		Watch Time Reports
			Watch time
			Impressions and click-through rate
			YouTube Premium
			Audience retention
			Demographics
			Playback locations
			Traffic sources
			Devices
			Live streaming
			Translations
		Interaction Reports
			Subscribers
			Likes and dislikes
			Videos in playlists
			Comments
			Sharing
			Annotations
			Cards
			End screens
		Using Reports to Optimize Your Videos
			Increasing watch time and views
			Growing your audience
			Getting more subscribers
			Maintaining your YouTube Channel
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
EULA