Every day, people watch 5 BILLION videos on YouTube. With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”? Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn: - How to build a strong affinity for your brand. - How to create content that spreads brand awareness. - How to generate more top-of-funnel leads.

1. Telling Unskippable
Stories with
YouTube.
Hosted by: Erin Green

2. 2
2
WordStream has partnered with
LOCALiQ to deliver results-focused,
technology-backed marketing
services to help local businesses
unlock measurable business growth.

3. 3
LOGISTICS
● The webinar will be recorded.
● Check your inbox for the materials.
● Submit your questions for the Q&A segment!

4. 4
Erin Green
Director, DMS Solutions; ReachLocal
•14 years in marketing with focus on strategy and digital media
•Worked with leading organizations like M.D. Anderson, Susan G. Komen, Weill
Cornell Medicine, Nike, and FedEx
•Worn every hat you can in the agency space: Sales, Service, Development, Design,
Analytics, Enablement
•Into scuba diving and performance driving

5. February 2020

7. “In a Sea of Sameness,
BE UNFORGETTABLE.”

8. Largest
Search Engine
2nd
YouTube Global Facts
#1
“How to”
Research Engine
2BILLION
Monthly
Subscribers

14. 6 out of 10
people now prefer online
video platforms like YouTube
over live TV.
25.3
Million
We’ve cut the cord!

15. 18,000
Hours
1 Billion
Hours

17. 80%
Healthcare decisions are
influenced by YouTube.

23. What Makes That Video
Unskippable?

24. Unskippable Stories
How to Calm a Crying Baby
It Answers a
Question
“How to” is the number
one search query.
It Removes
Uncertainty
This video humanizes the
Dr. and reduces fear.
It is Easily
Accessible
Didn’t have to dig to find
the answer.
31MM
views and
counting

26. Who Here Has
Skipped an Ad?

27. “When viewers feel that content is not
relevant to them, they quickly learn to
ignore certain brands. And, once you’ve
lost your viewers, it is difficult to earn
back their trust and interest.”
- Beth Allen, Senior Director of Brand
Activation

28. Beth Allen
Senior Director of Brand Activation
“When viewers feel that content is not
relevant to them, they quickly learn to
ignore certain brands. And, once you’ve
lost your viewers, it is difficult to earn
back their trust and interest.”

29. Unskippable Cheat Sheet
Shortcuts for effectively marketing to patients
Keep it Short Customize Be Authentic Subtitles Optimize
⁃15 seconds can be enough
⁃1 min is a good goal
⁃Beyond 3 mins is a stretch
⁃Users are a slightly
different version of
themselves on each
platform—treat them that
way
⁃People respect “real”
⁃Being genuine is attractive
to people
⁃Respect their emotional
state
⁃Video on platforms like
Facebook and Instagram
are often watched with no
sound—be sure to
subtitle.
⁃Be mobile friendly
⁃Be findable
⁃Be relevant

30. How do we
reach her?

31. Targeting the
RIGHT
Audience.

32. Targeting
Demographic Based

33. Targeting
In-Market Affinity

34. Targeting
Life Events

35. Targeting
Content Topics

36. Ways to Reach New
Patients
YouTube offers an array of ad
formats.
In Stream
Skippable pre-roll ads
Discovery
Displays in search results and
recommended videos
Bumper
6 second ads you can’t skip

37. Ways to Reach New
Patients
YouTube offers an array of ad
formats.
In Stream
Skippable pre-roll ads
Discovery
Displays in search results and
recommended videos
Bumper
6 second ads you can’t skip

38. Ways to Reach New
Patients
YouTube offers an array of ad
formats.
In Stream
Skippable pre-roll ads
Discovery
Displays in search results and
recommended videos
Bumper
6 second ads you can’t skip

39. The YouTube Opportunity
World’s largest
research engine
Number one search
phrase is “how to”
Massive inventory
means low costs
Average cost per
completed view is $0.15
Pay only for true
engagement
Only charged when
someone watches 30
seconds of your ad

40. Case study: Health Focused Enterprise Brand
SITUATION
• Looking for ways to increase brand
awareness to help increase overall lead
intake.
SOLUTIONS
• PPC
• YouTube
39%
Increase in SEM
leads when running
YouTube
TURNING POINT
• Piloted YouTube in two cities, Houston & Milwaukee, for 3
consecutive cycles simultaneously with their ongoing PPC
campaign to determine improvement in lead intake over
time.
After running for 3 months we saw:
• Houston – 39% increase in leads in their SEM campaign when
YouTube ran in conjunction with SEM with their CTR jumping
from 3% to over 4%
• Milwaukee – 25% increase in leads in SEM campaign when
YouTube ran in conjunction to SEM with CTR jumping from
3.8% to 5.6%

41. “In a sea of sameness, be unforgettable”
Join the ride!
The digital evolution is here to
stay and it is not slowing down.
YouTube should be a part of
your marketing strategy.
Be where your patients are!
Be authentic!
Healthcare is emotional and we
need to respect that!
Unskippable ads do not need
to break the bank!
Use your resources.

42. The key to reaching
patients is telling them
how what we do —
and the way we do it
— can change their
lives, for the better.

43. © Copyright 2020 WordStream, Inc. All rights reserved.
Thank you!