Brooke Osmundson – Search Engine Land News On Search Engines, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) Fri, 03 Jan 2020 16:25:09 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.3 Machine learning will free up time to be more strategic with accounts in 2020 /machine-learning-will-free-up-time-to-be-more-strategic-with-accounts-in-2020-327144 Fri, 03 Jan 2020 16:25:04 +0000 /?p=327144 Data is giving us an opportunity to look at bigger picture decisions in our accounts rather than the day-to-day work we have been doing.

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Contributor and SMX speaker, Brooke Osmundson, explains how machine learning is changing our account work and why we need to be smarter about layering our campaign assets in 2020.

Below is the video transcript:

Hi, my name is Brooke Osmundson and I am the associate director of research for NordicClick Interactive. And today I want to talk about the top things that marketers should focus on the most for 2020.

The first thing I want to talk about is machine learning. It’s no secret that it is part of our lives right now, and part of your jobs. But what I’m thinking is going to happen is, it’s going to shift your focus on what you’re doing day-to-day within your accounts. We’re going to see less tactical pieces that we have to focus our time on. And it’s really going to help you be more strategic in your account. So with machine learning, what data can give you, what can it do for you to free up more of your time to start thinking more bigger picture and focus on those bigger picture decisions.

The second piece I want to talk about is audience layering on top of your campaigns with the differences in search or match types. You know they’re kind of not a thing anymore, so we’ve got to be smarter about layering on the assets that we have available to us in our campaigns in order to really reach our right customer based on what we know about them.

This is part of a special feature from our community of experts on what successful marketers will do in 2020. Read more >>

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Tell your brand’s story through video ad sequencing /tell-your-brands-story-through-video-ad-sequencing-324436 Mon, 04 Nov 2019 18:29:52 +0000 /?p=324436 SMX East speaker Brooke Osmundson explains how brands can use a series of videos – in a specific sequence you define – to engage audience on YouTube.

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Creating a progression of short videos with a carefully targeted campaign on YouTube can set up your brand’s success on the platform.

Every brand has a story to tell. But with the average attention span of adults being eight seconds (according to a study by Microsoft), how do you capture that user in the right moment with the right message?

Effective content marketing has become crucial because of this staggering statistic. As digital advances, content marketing tactics now encapsulate display and video strategies in order to keep a user engaged.

What is YouTube ad sequencing?

YouTube ad sequencing campaigns made its debut in the second half of 2018. However, I am convinced that not enough brands are taking advantage of this tactic.

Video ad sequencing is being able to show users a series of videos in a specific order that you define. The best uses for this type of campaign include:

  • Building interest
  • Reinforce messaging
  • Create a unifying theme for your brand

What goes into a video sequencing campaign?

There are many settings to take into consideration while setting up your campaign for success. The first and most crucial piece is to select the right target audience to view in your first video in the sequence. If you’re not targeting your ideal audience, you will be wasting valuable marketing dollars on users that don’t fit into your key demographics. You’re able to use audiences and demographics within Google Ads, but not keywords, placements or topic targeting. Some of the audience options you can choose from include:

  • In-Market
  • Detailed Demographics
  • Life Events
  • Similar Audiences
  • Custom Intent

The next pieces you’ll need to set up include:

  • Bid Strategy
  • Logical sequencing

There are only two bid strategies allowed in YouTube ad sequencing: Target CPM and Maximum CPV. The bidding strategy you choose will be dependent on the type of ad format chosen for your campaigns.

Lastly – make sure to pick logical sequencing for your videos. Meaning, if your goal is to tell your brand’s story through a defined sequence of videos, make sure placing those videos in an order that would make sense for the user. Pro tip – I tend to start with a longer video on the first step and narrow users out based on “views” of the first video. From there, I tend to see more engagement throughout the rest of the video sequence.

Want to learn more? Please join me at my SMX East session about YouTube Ad Sequence campaigns where I’ll cover the topic more in-depth on Nov. 13.

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