Casey Henry!@caseyhen !

casey@wistia.com

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Using Video to Increase Your SEM Performance

Casey Henry4 Years working at Moz in Seattle on their Marketing and Engineering teams. !

SEO Consultant & developer before working with Moz. !

Currently working at Wistia on the marketing team managing SEM, SEO, Data Analysis, and PPC. !

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About WistiaWistia is professional video hosting with

analytics and video marketing tools. !

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Hosting over 4 million videos 175,000 customers hosting videos Played video for billions of users

40ish employees Based in Cambridge, MA

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http://wistia.com/

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Things To Remember About Video

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Video = Content Video = Form

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- Phil Nottingham (Distilled)

#DFWSEM @caseyhen

Video Often Cannot Stand On It’s Own

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Video Build Emotional Connections

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Video Can Take Time To Get Right, Test!

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2013, 2014, 2015 The Year of Video

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Why 2015 IS The Year for Video

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Why 2015 IS The Year for VideoReduction In Cost of Equipment

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Why 2015 IS The Year for VideoReduction In Cost of Equipment

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Why 2015 IS The Year for VideoAvailability of Success Metrics

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The Days of Play/View Counts Are Over

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Why 2015 IS The Year for VideoIncrease of Mobile Usage

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Why 2015 IS The Year for VideoFaster Internet Speeds

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Source: Akamai#DFWSEM @caseyhen

Video Marketing

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Marketing

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Content Marketing

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Funnel !Marketing

Video Marketing Video Marketing

Video Marketing In Your Content

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Video Marketing You Know

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Video Can Drive Links

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http://bit.ly/link-worthy#DFWSEM @caseyhen

Video & Site Metrics

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Video Content & The Fold

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Each Zone is 250 Pixel in

Height

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Custom Thumbnails 35% Increase In Play Rate

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Custom Play Button 19% Increase In Play Rate

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Tip of the Iceberg

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Video Marketing In Your Funnel

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SEO & Video

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Remember These Days?

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Video Marketing Is About More Than Just

Video Snippets!

#DFWSEM @caseyhen

Rich Snippets Test

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25 Different Domains DA range from 10 to 93

80% had video snippets before update Range in content types

All have used video in past Wistia, Vimeo, Dailymotion Embeds

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Rich Snippets Test

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Rich Snippets Results

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No Return of Video Snippets!in Web Search

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Rich Snippets Next Steps

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What About YouTube!

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Your Home vs. Playground

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http://bit.ly/youtube-playground

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Go Where Your Audience Is

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Create and Measure Video KPIs

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What’s Left of Video SEO?

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Meta Tags Needed for Context iFrames

Video Search Tab Enjoy Structured Data for Now

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PPC & Video

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Quality Scores & Video

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Quality Score Test20 Different Landing Pages

10 Different Keywords 1 With Video & 1 Without Video

3 Different Accounts Similar Spends But Different Markets

Same Time Periods#DFWSEM @caseyhen

Quality Score Results

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Video Pages Did See Higher

Conversion Rates

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Quality Score Results

Pages with higher conversion rates saw increase in

quality score50#DFWSEM @caseyhen

Quality Score Results

Test Was Too Small, More Tests Needed

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We Did See Increase In Conversion By 270% When Played Video

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How Are Companies Using Video

w/Paid Landing Pages?

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100,000 Keywords

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375,000 Landing Pages

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145,000 Domains

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13% of Landing Pages

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<1% Had Video

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<Rant>

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35% of Ads Have Homepage As

Their Landing Page

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65% Have Moz PA > 15

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</Rant>

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PPC Landing Pages Should Drive Conversions

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Videos Can Help Increase Those Conversion

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Give a Clear CTA When The Video Ends

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Other Ways Video Help Paid Landing Pages

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Bounce Rate

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Time on Page

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Pages Per Session

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Video Needs Text For Context

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Poor Landing Page

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Retargeting & Video

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Retargeting is about Segmentation

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Fire pixel on completion of video.

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Wistia!http://bit.ly/wistia-events

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Vimeo!http://bit.ly/vimeo-events

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YouTube!http://bit.ly/youtube-events

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15-20% increase in conversion after viewing

first video and retargeted.

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Customers

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Landing Pages With Video

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Facebook RHC

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Twitter Retargeting

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Autoplay on Landing?

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Minimal Effect on Metrics

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Prospecting & Video

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Preroll Video

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Brand Awareness Play Most Clicks Bounce

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Facebook Prospecting

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Again, Stick to RHC

NewsFeed Underperformed

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Facebook’s Ad Exchange Rules Make Things

Semi-Difficult

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Organic Facebook Video Defaults With No Sound

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Your Funnel & Video

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Limit Video Use In Your Funnel

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Yes, I Said That

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Videos Should Convey Different Messages

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Product Explainer Video Increase Conversion By 35%

For Those That Complete

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Spikes in Engagement

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Social & Video

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It’s about connecting to your audience...

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Instead of driving conversions.

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Go to the network where your customers are!

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Use video to a make connection

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Drive to website for conversions after

connection

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Twitter’s Native Video Brands Still Unsure of Uses

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Twitter Ads Tip

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Clearbit.com

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Twitter Segments

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Clearbit.com

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Target Twitter Handles

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250% Increase in Engagement & Follows

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Wrapping Things Up

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Video is Primarily Being Used for Blog Content

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But..... We Are In The Early

Stages of Something Big

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Video for SEM Campaigns is Still Underutilized

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Now is the Time to Get the Upper Hand on the

Competition

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Resources if new to video !

Wistia Community http://wistia.com/community

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Wistia Learning Center http://wistia.com/learning