DRIVING TRAFFIC TO YOUR VIDEOS
THE LONELY MARKETING VIDEO
Every holiday, digital marketers prepare posts wishing holiday greetings as a quick GIF or JPEG. It’s a nice gesture, but often these posts don’t see huge numbers of engagement compared to more intentional campaigns. Most times, it’s okay that these posts don’t perform spectacularly, because they probably didn’t cost significant amounts of time or money to send them out. In the end, not much is lost.
On the other hand, when a well-crafted marketing video (that took time, money, and effort to produce) only gathers a handful of views, that is a significant loss of time and money. Not to mention the loss of opportunity had that video been properly promoted. A beautiful marketing or sales video that nobody sees is not doing anyone any good.
Once you have created your video campaign, you need to implement a plan to promote your video content and drive traffic to the videos.
ORGANIC VS PPC
If you have a robust and thriving social media following, then simply posting content on your pages might be enough to drive traffic and actually see results. If that’s you, congratulations! Promoting your content will be easy!
But for the vast majority of small- and medium-sized businesses, their social media followings are still in development and could use a helping hand from a well designed Pay-Per-Click, or Pay-Per-Impression campaign.
There are many places where you can set up a PPC or PPI campaign to promote your videos.
Some of my favorite options include:
- Google Ads
- YouTube Ads
- Facebook Ads
- LinkedIn Ads
- Streaming Networks (Like Hulu, Amazon Prime Video, etc.)
- TV Networks
For service-based local businesses, I 100% recommend a search campaign on Google Ads. We’ve put together some digital marketing campaigns using Google Ads that have generated some fantastic results.
In this case study, I break down the campaign that led our client to report back to us with a ROI of over 1,300% in the first 4 months.
In this case, we helped Buselli Solutions redesign their website, put a video on their homepage, and we drove traffic to their site through Google Ads.
We suggested that he start off with a click budget of $1,199 per month, which broken down included $1,000/mo for his click spend and $199/mo for our monthly management fee.
This campaign ended up being extremely successful in bringing in a lot of revenue quickly, so in hindsight it was a no brainer! Buselli Solutions continues to use this campaign today.
It’s easy to read about the success of someone else’s campaign, but for someone who has never invested in a PPC advertising campaign, $1000/mo can seem like a scary number.
Even I was nervous about investing in PPC when we first got started advertising for our own business. And the first time we attempted it—about 10 years ago—we failed.
OUR FAILURE THAT LED TO SUCCESS
PPC campaigns are a numbers game, and we were not playing with large enough numbers. We launched a Google Ads campaign with a very tight budget of about $200 per month. In order to get our ads seen, we had to set our bid price high enough to be ranked among our competition, which for our industry is around $7 per click. This means for $200/mo we were only getting about 28 clicks a month. Of those clicks, a smaller percentage will fill out the contact form, and then a percentage of those will actually do business with you.
Needless to say, our first attempt at PPC was not successful, and we grew tired of paying for ads and not seeing results. Eventually we killed the campaign, all because we were not ready to fork over the cash to compete with the big boys. But all of that changed a few years later, after digging into our marketing strategy and allocating more funds for advertising.
In our second attempt at PPC, we set our budget higher, at $1,000/mo. We were nervous at first, but then we realized that for $12,000 per year, we couldn’t even hire a part time salesperson, let alone one who could compete with Google. Google Ads was delivering us thousands of clicks per year.
Once we met the threshold necessary to really be competitive in the PPC space, our investment was covered (and exceeded) by new sales, and we were continually adding new clients who would become sources of recurring business year after year. Once we had data to document the success of our campaign, we upped our budget again.
Our video-based PPC campaigns are now one of our leading methods of marketing we use today.
HOW MUCH DO PPC ADS COST PER CLICK?
The sale price of each PPC ad is actually set by a lightning fast, automated auction.
For example, with Google Ads, both you and your competition are bidding to have your ad shown at the top of a Google search for specific keywords that are relevant to your business.
First, you identify the keywords and phrases that you want your ad to show up for. Naturally, your competition also wants to show up for those same words, and so the bidding begins.
If your competition is willing to bid up to $1 per click for an ad, and you are willing to bid up to $1.05, Google will choose to show your ad before your competition, over and over, click after click, until you reach your daily spending limit. Once the high bidders have exhausted their click budgets, then the lower bidders may find themselves in the highest bidder position, and may be able to score some clicks at a cheaper price . . . if there are any clicks left to go around, that is.
Some professions have high competition, and need to pay top dollar for each click. Large law firms might spend $50,000 to $100,000 per month on PPC! But for them it’s worthwhile, because of the size of their potential sales. On the other side of the spectrum, small local businesses can often get clicks for pennies on the dollar if their competition is low.
For perspective, most of the clients we work with purchase clicks between $1-6 dollars per click on Google, and less than a dollar on social media platforms.
THE RISK AND THE REWARD
Whenever you invest in a marketing strategy, there’s a risk—a risk that it will not perform as well as you hoped, or that you will feel like you wasted your money.
To help you avoid this risk, it’s best to plan your strategy with someone who has done it before and can guide you to avoid the most common pitfalls of the endeavor.
Contact us if you need help setting up your PPC campaign.
On the other hand, there is also a risk of opportunity lost. If you’re not using PPC and your competitors are, you could be missing out on some serious business.
The rewards of PPC advertising start with the fact that it’s fast. In a single day, you can rise to the top of the search engines both locally and in more distant areas. Compare that with organic SEO, which is great if you can achieve it, but even with a skilled team, this could take you months and be just as expensive.
Google is a huge marketplace, and a great way to connect with your customers and clients. On Google alone, there are about 5.6 billion searches a day, according to HubSpot. Whether you’re a common service or a niche product, chances are people are Googling right now trying to find it.
YOUR LEADS ARE QUALIFIED
When we’re talking about Google search campaigns, these clicks aren’t just random people, they are people actively searching for you, which makes them more likely to engage with your business.
But the best part about using PPC is that when you use it in conjunction with your video content, you are activating the law of large numbers on your videos and you will discover how effective those videos really are.
It takes a true Video Marketing Boss to drive traffic to a well-crafted video campaign. In the end, it’s views on your video content that makes the campaign work for you, so make sure to promote your marketing campaigns by driving traffic to your videos.