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Display and Video Advertising

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Digital Marketing - Study Notes:

Add YouTube cards to a video

You can use your Video Manager to make changes to existing videos you have uploaded, including enhancing your video quality, editing the audio, or changing the descriptions. You can also add video thumbnails to your videos through Video Manager. It's important to add a thumbnail to your video that accurately represents its content. This is the viewer's first impression of your content, so it should invite them to watch and engage.

You will need to verify your account to upload custom thumbnails. Verification just proves to the system that there's a real person behind this channel. To derive further engagement, you can add YouTube cards to your video. With these, you can add a link to click through to your website, videos on your YouTube channel, a playlist on your YouTube channel, or link them to your YouTube channel to view more.

ABCD of effective creative

When creating YouTube content, it's important to remember the ABCDs of effective creative for video.

  • Attract attention from the stars.
  • Brand naturally and meaningfully.
  • Connect with the viewer through emotion and storytelling.
  • Direct the user clearly with what you want them to do next.

Creator Studio

There are a number of tools available in the Creator Studio to help you manage your video content:

  • You have your Dashboards for notifications and alerts.
  • Your Video Manager can help you organize your video.
  • You can use Community to review and respond to comments.
  • Your Channel enables you to adjust your channels settings.
  • You use your Analytics to review your channel performance.
  • With Create, you can create new videos from your library and with your editor.

Customize and manage your channel

You can customize and manage your YouTube channel by clicking My Channel in the top right corner of the screen.

Here, you can add your name description to any arts or icons you may have. It's really beneficial to correctly setup and manage your YouTube channel. It ensures continued discoverability of your content online and keeps your presence on the platform consistent.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies
Lisa Dunn

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

ABOUT THIS DIGITAL MARKETING MODULE

Display and Video Advertising
Lisa Dunn Lisa Dunn
Skills Expert

This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.

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