Do you know what VSEO is?
It is Video Search Engine Optimization (VSEO).
Your YouTube videos need to be optimized for SEO just like your website pages. For lots of reasons:
- One is obvious – SEO – it allows your videos to show in search results.
- The second reason is less known- VSEO is critical for success with PPC and Promoted Videos.
Because when you are advertising using Promoted Videos, Google has to match up your video with the videos on YouTube and Google uses a number of things to do that:
- Name of the video
- Categorization selected
- Transcription (Google currently uses Google Voice technology for automated transcription which means the spoken words in videos could contribute to VSEO)
If your ads are not showing up for promoted videos, it could be a number of things. Here are just a few:
- Relevancy and how Google has categorized your video.
- Content of the actual video and whether Google considers it appropriate for their audience.
- Is the video and/or ad breaking any TOS or other laws (think FTC)
If you are using the Google Display network to show ads specifically on YouTube and your ads are not showing, it could be similar issues:
- Relevancy and how Google has categorized your landing page (and website).
- Content of the landing page and whether Google considers it appropriate for their audience.
- Is the landing page and/or ad breaking any TOS or other laws (think FTC)
Google looks at your landing pages much like they look at your video (here’s that SEO factor again):
- Page title
- Page description
- Meta tags
- H1 / H2 tags
- Text links on the page (that can be internal, external or any navigation)
- There are more things google looks at too like alt tages, the name of your page or folder names, etc.
- …and you thought it was going to be the text content on your page didn’t you!
Every landing page is categorized and then Google has to decide if it is a good match for the audience you are trying to reach, both on YouTube and on the Display Network.
Here is a new trick I am using with YouTube specifically (I also use this on other high traffic sites):
- Campaign Setting: “Show ads only on pages that match all selected targeting methods”
- Managed Placement (YouTube.com) + Topic (use one per AdGroup)
- You can use the Topics tab or the category list that AdWords provides to add your topics. *You will need to use AdWords Editor if you use the AdWords category codes list.
- Bidding: Whatever you are comfortable with but expect to start higher for CPC and then adjust the bid amount down after 7-10 days. I like using CPM (turn off “below the fold” and turn on “frequency capping” if you use CPM) to really kick start my ads.
- Do not use negative keywords or AdGroup keywords for targeting (that’s a different strategy – but used here it would limit traffic)
Best of luck!
Guest Blogger from ContentNetworkPulse.com
Shelley has an SEM and PPC 12 year success record: speaking, training, consulting and managing PPC for small businesses and for large corporations such as Coca-Cola, Ritz-Carlton, Kimberly-Clark, Mary Kay, Hallmark Cards, Avaya and more. She partnered this year with Online Performance Marketing (OPM) as their Client Performance Strategist so she could offer not only consulting but also full services (SEO, PPC, Social Media Marketing). Shelley has a special offer for Jim Yaghi followers – a FREE paid search audit for anyone spending $10,000 or more a month on paid search. For your free audit, email Shelley at firstname.lastname@example.org and mention YAGHI2011.