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Digital Performance Report: November 2019 Edition

13.11.2019 nedlasting

This report looks at Paid and Organic Search, Paid Social, Marketplace and Retailer Optimization, Display and Online Video to understand performance levels for Q3.

In the newest iteration of our Digital Performance Report, we saw a significant increase in social spend targeted toward video, especially given its ability to reach different demographics across platforms. Investment in video increased and engagement jumped year-over-year. Google Shopping continues to make waves, especially with huge increases in mobile clicks year-over-year.

Insights from the November 2019 edition of the Digital Performance Report includes how brands can prepare for the upcoming changes to the browser cookie, as well as last-minute tips for the 2019 holiday season.

Download the full report for more details on how to capitalize on the changes happening within our industry and what you need to consider for 2020 planning.

Download "Digital Performance Report: November 2019 Edition"

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You have probably heard of Search Engine Optimization (SEO) before. But not many people have heard about YouTube SEO and channel and video optimization on the world's second largest search engine. The more a video is optimised, the better it will rank and the more positive its effect on the rest of the channel. In this YouTube SEO guide, you can learn a lot about how to optimise your presence on the video platform. I will take you through all the important steps. Why work with video and YouTube at all? In 2021, video will account for 82% of total internet traffic. At the same time, video consumption on mobile is up 22% YoY. And there is nothing to suggest that growth will stop any time soon. Four times as many consumers would rather watch a video about a product than read about it. Source: Search Engine Land We also pay more attention when we are on YouTube. This is especially important to those who are running advertising on YouTube. Source: Ipsos/Google, Think With Google, Google Video plays an important role in the user journey because it has become a natural part of the way we search for products and services. Accordingly, YouTube has also become an integral part of the user journey before, during and after the purchase. You can read more about how to work with your YouTube SEO and strategy in the following sections. How to Create a YouTube Optimization Strategy It is important to have a clear strategy for your YouTube channel and content. As with all other marketing, having a clear strategy helps you make good decisions. There are two main types of content on YouTube. Hygiene content is by far the most frequently used and it is likely this is the kind of content you want to maximise. But there is also hero content, which can be quite extraordinary. Examples of hero content are Volvo's Epic Split and Nike's video with Colin Kaepernick. What is the purpose of your channel? Would you like to raise awareness about your brand? Or are you using the channel as a customer service extension? Are you going to run YouTube advertising while doing organic YouTube optimization? There are many options. Typically, it takes 24-48 hours for a video to be properly indexed on YouTube once it is uploaded. Therefore, it may be a good idea to wait a bit to start advertising, as YouTube does not initially know what your video is about and its relevant audience. Starting advertising right away can have an effect on your ROI. Once you have made your YouTube strategy, you can start breaking it down into smaller - and more manageable - goals and sub-goals. Give each goal a clear KPI so you can see if you are successful with your YouTube optimization. End with identifying audiences. By doing this you go from having a typically generic strategy to having multiple direct measurement points and actions. It is easier to do YouTube SEO when you know how to be successful. Need help with your strategy and goals? Keep track of your KPIs here. What can be optimised on your videos? There are a lot of things you can optimise with YouTube SEO. This applies to both the channel itself, playlists, and videos. On some things you can have influence directly, while you can only indirectly influence others. You can read more about the most important things to optimise later in the blog post. This word cloud highlights many of the factors affecting your SEO ranking. Some aspects, like channel age and video age, cannot be changed or optimised. Yet an older video and channel can have an advantage, just as the age of a website also has something to say in regular SEO. The sooner you start with YouTube SEO and optimizing your content, the sooner you can reap the benefits. You can optimise several of the factors that you cannot directly influence. We will tell you more about this in How to grow your channel with YouTube SEO. How to do keyword research for YouTube Finding relevant keywords for your YouTube SEO can be a little difficult. This is because, among other things, there is no direct access to search volume on YouTube keywords, as there is on Google. But fear not. It is still possible to find keywords and learn more about the keyword volumes. To do this, use the following tools: · Keywordtool.io · Keyword Planner · Google Trends · YouTube You identify relevant YouTube keywords with Keyword Tool and YouTube. Keyword Planner and Google Trends will help you determine how big your potential search volume is. Keep in mind that Keyword Planner gives you the number of monthly searches on Google - not YouTube. How to find YouTube SEO keywords? As you can see, there are many steps in a YouTube keyword research. However, it is important that you spend the time to find your relevant keywords as they are crucial to your success. Ahrefs.com also has a YouTube keywords explorer for you to use. Bear in mind that there are many other keyword tools out there. It is important that you constantly think about your keyword relevance. If your keywords are not relevant to the video, your work will be wasted. You cannot cheat your way to relevance. The users and YouTube will decide this swiftly and without hesitation. Do not solely look at volume. At first, go more for niche keywords that are not dominated by major international channels. The content and quality of the video has a lot to say, but it is virtually impossible to compete with the very large channels - especially if you are a new channel. Keep in mind the value of Google and video views. Some Google searches naturally return video results while others do not. By spending some time checking this, you are better equipped to have your YouTube video appear in a Google search result. Rich media, such as videos, takes up an increasing amount of space and provides a good user experience. Therefore you should embed your YouTube video on a related page of the website whenever possible – and relevant. You can get the embed code for a video by right-clicking it. You can do this with all videos, not just your own. The addition of videos helps make your site more valuable to users while increasing watch time - which is even more important. There are several different tools that can help track YouTube placements and find relevant keywords. I focus on the free tools in this blog post. How to grow your channel with YouTube SEO It may sound simple, but there are just a few steps to growing a channel. But, as you have probably guessed, that does not mean it is easy to succeed in creating a successful YouTube channel. This is a simplified user journey on YouTube. Sometimes it can be a long time from when a user first sees your video until she subscribes. And it can happen in minutes in other instances. It is all about creating relevant content that engages the user and adds value for that user. You may ask: · How do I get discovered? · How do I maintain my target audience? · How do I get subscribers? · How do I get my users to see even more content on my channel? The answer to each of these questions is quite simple. You do this by making good and productive videos and subsequently optimizing them. Just as you would do with a website. You can have the best content in the world but if the website is not optimised (both on-page and technical), no one will see it. Great content is the foundation on which all successful YouTube channels are built. With YouTube SEO you can take your users through the entire user journey from discovering your video to watching your video and clicking "subscribe" to seeing even more of your content. There are a lot of ways you can optimise your videos in terms of both visibility and CTR as well as guiding users further along, when they discover you. It will be a great waste of effort to get users to watch your video and not retaining them afterwards. As I wrote earlier, there are many factors that influence your rankings and YouTube watch time and retention. The number of minutes and hours users watch your videos is one of the most important factors. You can increase this by creating great content and optimizing it to have more people discover and watch your videos. It is helpful to provide viewers with sneak peeks that entice them to continue viewing other videos on your channel. Never write something in your title or thumbnail that you cannot live up to in the video. Using cards and end screens, you can keep users in your YouTube universe (see example of a good end screen below). Once your video ends, serve new and relevant content to the user. Many people discover and watch new videos that are presented to them directly, so remember to make playlists - and optimise them. I wrote earlier that it is important to have relevant keywords because relevance promotes retention. Yet there will always be some users who will drop out after about ten seconds – especially if the video is not relevant according to the title and/or keywords. Your goal is for each user to watch as much of the video as possible. It is a clear indicator of quality. If most people quit after a short time and no one watches through to the end, it is likely a sign you have either the wrong keywords or a poor-quality video. You can optimise the channel itself (layout and tabs), playlists and videos. Next, I will take you through the most important optimizations for YouTube SEO. Get control of upload, optimization, and subtitles I am not able to address all the possibilities for optimization in this blog post. Some, such as cards and end screens, I will only mention in passing, as entire blog posts can be written about these optimizations alone. Sizes and dimensions of banners, files, and thumbnails are important to keep in mind. The optimal size for a YouTube thumbnail is 1820 x 720 pixels. It all starts with the channel. Step-by-step Guide to YouTube SEO 1. Create your channel In fact, YouTube SEO starts even before you upload your first video. If you do not have a YouTube channel, create one. 2. Give it a good name Give it a good name. The name is not visible on the page, but it will be used in the channel URL. You can change the name afterwards. The name should be easy to remember and include the brand or company name. If possible, include keywords in the name as well – but do not keyword stuff it. 3. Create a Brand Account Next, you need to create a Brand Account - not a personal one. If you already have a channel but have doubts about the setup, you can easily check it out. 4. Apply for the YouTube partner program Once the channel is big enough, apply for the YouTube Partner Program. You must have 4,000 valid public watch hours and more than 1,000 subscribers before you can apply for the partner program. 5. Upload your video Before uploading your video, provide a filename, thumbnail, and subtitle/closed caption (CC) file with a relevant filename that contains your keywords. It is not the most important factor when we look at YouTube SEO, but even if it is a smaller ranking factor, you should include your keywords. It can be the deciding factor in the competition with other videos. Video quality also plays a role. It is important that the quality is good enough - preferably HD or above. Many cameras and cell phones today can film in such high quality that you can use the videos on YouTube. 6. Optimize your video’s title Title is the most important part of video optimization. You can use up to 100 characters and include your primary keyword as early as possible. Secondary keywords should also be used here, and they do not have to be an exact match. It is worth noting that if you stay below 70 characters, your title will not be truncated by YouTube. The most important thing for a title is that it makes the user curious and awakens some kind of emotion in her. A good example of an effective title is this one from REMA 1000. 7. Write a strong video description Your video description must be unique and can hold up to 5,000 characters. We recommend you use them all. There may be some cases where YouTube determines your text is too long, even if you have not used all 5,000 characters. So always keep a few hundred characters below the maximum. In your description, you must describe what the user sees. Feel free to link to products and other videos so there is a natural next step in the description. Also, consider using questions to drive engagement. Be aware that less than 1% of viewers read the description. Even so, you should write in a natural language - not just an endless stream of keywords. It is a good idea to link to your other social media sites such as Facebook, Twitter, LinkedIn, Pinterest etc., and encourage users on those sites to subscribe to your YouTube channel by providing a link. You should use your primary keyword more often than you would in a plain SEO text as keyword density still matters in YouTube. 8. Create video tags You can use up to 500 characters in your tags. Just like with the description, you should keep a few characters clear of the maximum, since YouTube does not always let you use the maximum number of characters. Tags should be based on your keyword research, video topic, relevant searches, etc. and are an important part of YouTube SEO. You should keep your tag strategy as tight as possible in terms of subject matter. Otherwise you end up confusing the algorithm. The image under Description earlier in this article also shows an example of tags for a video. It is the words on the right side of the picture. In this example, there are various flæskesteg (pork roast) keywords combined with sprød svær (crispy crackling) keywords. 9. Add Thumbnails Thumbnails play a huge role in YouTube SEO. 90% of the best-performing videos have custom thumbnails. That is because they can multiply your CTR if used properly. YouTube makes it possible to select between three screenshots when uploading your video. However, you should always make a unique and custom one and it does not have to be from the video. Your thumbnail should: · Make a user want to click / watch the video · Be unique · Clearly tell / show what the video is about · Be consistent across channel and brand These are two good examples of thumbnails. The first clearly shows the video is about flæskesteg (pork roast) in both the image and applied text. Typically, this will be the kind of thumbnail that works best. The second one is from a gamer, Welyn. It is a unique style to him and makes it easy for fans to spot his videos. 10. Add video subtitles - Closed Captions (CC) Subtitles help users know and understand your content, and they also help YouTube robots understand your content. While you must specify the language of the video, it is certainly possible to create your video in one language, for instance English, and have subtitles in different languages. You can add your own subtitles rather than relying on auto-generated subtitles which are not available in some languages. Because speech recognition is not working 100% yet, the quality may vary, so you should always check your subtitles. Use subtitles even if your video is in your audience’s native language. Bear in mind there are many who watch videos without audio. Therefore, subtitles are generally a good idea and they can be switched on/off in the video player if they are not hard-coded. Have you considered live streaming? YouTube is much more than pre-recorded videos. For example, you can also create live streams where you give your users new content while interacting with them directly. Live streaming does not require a large setup and you can live stream with a regular webcam or mobile device. Live streaming basics The most important thing is to use adequate technology. You will not be successful if your internet is too slow or there are problems with the software. As a rule of thumb, you must have the following internet speed if you want to achieve the following video qualities: · Standard Definition Video - 3 Mbps · 720p and 1080p High Definition Video - 5-10 Mbps · 4K Ultra High Definition Video - 25 Mbps There are various encoder software products you can use for live streams. Several are verified by YouTube, and it may be beneficial to test a few of them before making your first live stream on YouTube. The easiest way to live stream is to use a webcam - no encoder is needed for this. You can also live stream directly from your mobile from the YouTube app if you have more than 1,000 subscribers. With an encoder however, you have additional options that are not available for webcam or mobile streaming, including the option to use multiple cameras. Keep in mind that if you have not streamed before, it can significantly change the way your users view and interact with your content. You make it easier for them (and yourself) by clearly communicating future live streams (also on your other platforms) as well as letting them know, what the subject of the live stream. Live streaming is a golden opportunity to have a more meaningful interaction with your users. You can find answers to most YouTube live streaming questions on Google's support pages. Use the integrated YouTube Studio analytics YouTube has its own analytics called YouTube Studio. Here you can see the reach, engagement, audiences, and revenue for the videos separately and for the channel overall. You can also see how users find you and how successful you are at converting them. So dive into the analytics data to learn how your videos, playlists and channel perform. Get a YouTube SEO audit of your channel today If you already have a channel and would like to get started with YouTube SEO, it might be a good idea to have a channel audit first. That way you get a clear idea of where you are right now. When we perform a YouTube SEO audit, we look at videos, playlists, and the channel – the whole package. We then provide recommendations on how to optimise each part. If you need help with the optimizations themselves, we have many years of hands-on experience with YouTube. Contact us today to help you optimise your YouTube performance. 0 17 min lese

London, Jan 12th - dentsu today confirmed its intent to integrate iProspect and Vizeum to create a new, future-focused, end-to-end global media agency under the iProspect banner. By integrating these two award winning agencies, dentsu brings Vizeum’s media strategy and planning, storytelling, and brand building capabilities together with iProspect’s digital expertise, audience knowledge, and performance mindset. Clients will have access to the unique capabilities of both agencies, all from one integrated team leading the new territory of performance-driven brand building by delivering digital-first media strategies underpinned by data and technology at every touchpoint in the consumer journey. The new iProspect media agency will draw from the broader dentsu capability set, allowing clients the flexibility to seamlessly build bespoke and specialised teams with resources from across the network. Clients will gain access to expansive new audience insights, integrated and more effective strategies, market-leading planning and activation, and unparalleled business performance. Carat and dentsu X clients will continue to access industry leading digital performance services through our dentsu Media Scaled Services. The new iProspect entity will be led by Global President Amanda Morrissey, bringing together more than 8,000 media and performance specialists across 93 key global markets. “iProspect is designed for clients at the intersection of brand and performance. We believe brand drives performance, and performance drives brand. We no longer exist in an ecosystem where these elements can be planned and bought separately. We must look at business and brand goals through a combined lens, bringing accelerated growth for our clients,” said Amanda Morrissey, Global President, iProspect. “By focusing on how consumers behave in their digital world and applying that to real world scenarios via a highly connected and creative use of all channels, we position our clients to combine the learnings from the short and long term to drive more effective business growth today and tomorrow.” Peter Huijboom, dentsu international Global CEO Media & Global Clients, said, “At dentsu our goal is to help our clients to make meaningful progress and thrive in a world of change. Because we know people better than anyone else, we deliver human-centric solutions designed to drive growth for our clients and good in society. By bringing iProspect and Vizeum together we are creating a global digital-first, end-to-end media proposition. This will give our clients a scaled choice that sits alongside Carat’s brand-first approach and dentsu X’s experience-driven approach while also allowing greater access to our Creative and CXM service lines.” The new agency will now be launched through a phased market plan over a three-month period with a target completion date of 31st March 2021. This integration is a proof-point of dentsu international’s strategy to simplify how it operates to deliver even greater agility and flexibility for clients through a more focused portfolio of six leadership brands. 0 3 min lese

Digital Performance Report: November 2019 Edition

This report looks at Paid and Organic Search, Paid Social, Marketplace and Retailer Optimization, Display and Online Video to understand performance levels for Q3.

Download "Digital Performance Report: November 2019 Edition"

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