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Table of content

• Chisel Your Way In: Frank Talk About the Google Ads of Today

✔ The Three Niche Domination Strategies of Google Ads

• How to Force Prospects to Choose Your Site: Make Them Buy from You, Not Your Competition

✔ Here’s How to Make Sure They Find You and Buy From You—Not Someone Else

• Planning and Goals

✔ Your Website Is Not a Brochure

✔ How Much Is Your Customer Worth?

✔ Before You Spend a Dollar, What’s Your Growth Plan?

✔ The Three-Part Mindset

✔ Your Quick Action Summary

• Getting Started: Doing Your Research

✔ The Big Networks

✔ Getting Started with a Search Campaign

✔ What Are Your Competitors Doing?

✔ Keywords for Search Ads

✔ Your Quick Action Summary

• Vanquish the Thickest Competition with a Killer USP

✔ Six Essential Elements of a Power USP

✔ Your Quick Action Summary

• How to Build Your First Campaign

✔ How to Get Started the Right Way

✔ How to Arrange Your Campaign Settings

✔ What Does an Ad Group Do, Exactly?

✔ How Much Should I Spend?

✔ Your Quick Action Summary

• Conversion Tracking: How to Know Where Every Penny You Spend Is Going

✔ The Four Types of Conversions You’ll Want to Track

✔ How to Set Up Conversion Tracking the Right Way

✔ Take Advantage of Analytics

✔ Your Quick Action Summary

• Bidding Strategies: Tools to Keep Your Spending Smart

✔ Start with Manual Bids

✔ Where Do You Set Bids?

✔ Bid Strategies

✔ Bid Strategies to Avoid

✔ What Is Smart Bidding?

✔ Upping Your Game with Bid Adjustments

✔ Risky! Beware of Bid Stacking

✔ Every Campaign Needs a Budget

✔ Your Quick Action Summary

• Keywords: Ads Success Starts Here

✔ How to Find the Most Profitable Keywords

✔ How to Get the Most from Google’s Keyword Planner

✔ Step Up Your Game Using Keyword Matching Options

✔ Negative Keywords

✔ Your Quick Action Summary

• Supercharge Your Clickthrough Rates: How to Write Google Ads That Pass the Test

✔ Regular vs. Responsive Ads

✔ Components of an Ad

✔ Our Top Ten Favorite Ad Copy Tests

✔ See in Advance How Your Ads Will Look

✔ Follow Editorial Guidelines and Keep Google Happy

✔ Supercharge Your Clickthrough Rates with Ad Extensions

✔ Your Quick Action Summary

• Landing Pages: Making Powerful First Impressions That Convert

✔ What Is a Landing Page?

✔ Maintain the “Scent”

✔ The Two People You Need to Keep Happy

✔ The Essential Landing Page Checklist

✔ Ensure Your Landing Pages Are Compliant

✔ Give Your Web Developer the Day Off: Create Your Own Landing Page

✔ Your Quick Action Summary

• Choosing and Mastering Search Campaigns

✔ Deciding When a Search Campaign Is Right for You

✔ Setting Your Campaign Goals

✔ Mastering Search Campaigns

✔ Back to Basics, Briefly

✔ Three Types of Keyword Search Campaigns

✔ Dynamic Search Ad Campaigns

✔ Call Campaigns

✔ Smart Campaigns

✔ Discovery Campaigns

✔ Your Quick Action Summary

• How to Get Your Ads on Millions of Websites with Google’s Display Network

✔ Display vs. Search

✔ Bidding for GDN

✔ Targeting

✔ Messaging

✔ Building Your GDN Campaign

✔ Measuring Your GDN Campaign

✔ Managing Your Display Campaigns

✔ Your Quick Action Summary

• Remarketing: The Single Most Profitable Online Advertising Strategy

✔ First, Update Your Privacy Policy

✔ Create and Install Your Code

✔ How to Build an Audience to Remarket To

✔ How Long Do I Keep People on My List?

✔ Other Audience List Examples

✔ How to Create a Remarketing Campaign

✔ How to Write Remarketing Ads That Get Clicks and Conversions

✔ Should You Try Customized Landing Pages?

✔ Some Advanced Remarketing Tips

✔ Your Quick Action Summary

• Google Shopping Campaigns: A Huge ROI Boost for Ecommerce

✔ How to Set Up a Google Shopping Campaign

✔ How to Get Your Google Shopping Campaign Up and Running

✔ Bidding

✔ Negative Keywords

✔ Some Advanced Shopping Campaign Tips

✔ Ongoing Management of Your Shopping Campaigns

✔ Your Quick Action Summary

• YouTube Advertising: Billions of Eyeballs for Pennies by Tom Breeze

✔ What Works on YouTube?

✔ The Message

✔ The Method

✔ Targeting on YouTube

✔ Putting It All Together

✔ Your Quick Action Summary

• Gmail Campaigns

✔ How to Set Up a Gmail Campaign

✔ Experiment Away!

✔ Your Quick Action Summary

• Targeting Audiences

✔ Why Use Audience Targeting?

✔ What Are My Targeting Options?

✔ Available Audiences

✔ Your Quick Action Summary

• Mastering Tracking

✔ Tracking Phone Calls

✔ Tracking Revenue

✔ Tracking Micro Conversions

✔ Understanding Your Data

✔ The Pros and Cons of Phone Call Tracking

✔ Advanced Conversion Tracking Options

✔ Your Quick Action Summary

• Niche Domination, Part 1: Chisel In Where the Chiseling Is Easy

✔ Three Signs of an Overlooked Niche

✔ The 80/Survey Technique for Hyper-Responsive Intelligence

✔ The 80/Protocol

✔ Your Quick Action Summary

• Niche Domination, Part 2: Playing Games You Can Win

✔ The “Working Stiff to $400 Million” Niche Domination Strategy

✔ Success Through Elimination

✔ Your Quick Action Summary

• “Deep 80/20”: It’s Not What You Think … And I Can’t Tell You How Profitable It Is!

✔ Back When I Thought I Understood 80/20

✔ 80/20 Applies to Just About Everything You Can Measure in a Business

✔ 80/20 Isn’t Just Divided into Two Groups

✔ There’s an 80/20 Inside Every 80/20!

✔ You Can Overlay Multiple 80/20s and Double Your Mojo

✔ 80/20 Is Why “Peel and Stick” Is So Powerful!

✔ Perfectionism Can Get in Your Way!

✔ The Myth of the Long Tail

✔ Some 80/20 Rules of Thumb

• How Email Transforms Those Expensive Clicks into Long-Term, Profitable Customers

✔ How to Put Personality and Pizzazz into Your Email Marketing

✔ Power in the Personal: Six Keys to Email Marketing Success

✔ A Medium That Will Never Go Away

✔ Opt-Ins: More Than Just an Email Address?

✔ They Can Knock Off Your Product, but They Can’t Knock Off You

✔ Your Quick Action Summary

• Getting More Advanced: Tips and Tricks to Improve Your Success

✔ Quality Score Explained

✔ Impression Share

✔ Drafts and Experiments

✔ Segmenting Your Data

✔ Filters

✔ Labels

✔ Recommendations Tab

✔ Your Quick Action Summary

• Mastering Optimization

✔ Why Does Optimization Matter?

✔ What Changes Should You Make?

✔ When Should You Make Changes?

✔ Your Quick Action Summary

• Automate the Grunt Work and Manage Campaigns with Ease

✔ How to Set Up Automated Rules

✔ What Are Scripts?

✔ How to Set Up a Script

✔ Useful and Simple Scripts (Freebies!)

✔ Google Ads Editor

✔ Troubleshooting Your Ad Campaigns

✔ Your Quick Action Summary

• Google Analytics: Know Exactly Where Your Visitors Come From and Where They’re Going

✔ A Million-Dollar Ad Tracking Discovery from My First Big Client

✔ What Happens After the Click?

✔ First Step: Macro vs. Micro Conversions

✔ Assigning Values to Your Goals

✔ How to Get Google Ads and Analytics Talking to Each Other

✔ Analytics Remarketing

✔ Attribution

✔ Google Tag Manager (GTM)

✔ Your Quick Action Summary

• How to Hire the Right Google Ads Agency

✔ A Word of Warning Before You Outsource

✔ What Payment Model Should You Follow?

✔ 11 Questions to Ask Before Hiring an Agency

✔ Who Will Have Ownership of Your Account?

✔ Your Quick Action Summary

Table of content

• Facebook’s Move to Rule the World

✔ IT ALL STARTED IN A COLLEGE DORM ROOM. WHY THAT MATTERS TO YOU

✔ THE NEWS OF FACEBOOK’S DEATH IS GREATLY EXAGGERATED

✔ ONE TOOL TO RULE THEM ALL, AND IN THE FACEBOOK BIND THEM

✔ YOUR MISSION, SHOULD YOU CHOOSE TO ACCEPT IT

• Is Facebook for Me?

✔ WILL EVERY BUSINESS BENEFIT FROM ADVERTISING ON FACEBOOK

✔ ARE YOU A LOCAL BUSINESS WITH A PHYSICAL LOCATION?

✔ DOES YOUR BUSINESS HARMONIZE WITH FACEBOOK?

✔ PERRY MARSHALL’S FACEBOOK QUIZ

✔ SHOULD YOU ADVERTISE ON FACEBOOK?

• A Few Fundamentals

✔ LEARN THE VOCABULARY TO UNDERSTAND THE TOOL

✔ ADS

✔ HOW WELL IS MY AD WORKING?

✔ MATCH THE TERM

• 10 Minutes to Your First Ad

✔ 10 MINUTES TO REACH 250,000 PEOPLE

✔ FACEBOOK CAN’T AFFORD TO TAKE SIX BILLION QUESTIONS THIS YEAR

✔ SET UP YOUR ACCOUNT

✔ FIND THE ADS MANAGER

✔ CREATE YOUR FIRST AD

✔ STEP 1: DESIGN THE AD

✔ STEP 2: TARGET THE AD

✔ A SIMPLE STRATEGY TO INCREASE CTR

✔ CAMPAIGNS, PRICING, AND SCHEDULING

✔ PLACING YOUR ORDER

• Batten Down the Hatches

✔ DON’T CLICK “PLACE ORDER” YET: FIRST, BATTEN DOWN THE HATCHES!

✔ DURATION AND BUDGET BATTENS

✔ YOUR AD CAMPAIGN IS NOT A ROTISSERIE CHICKEN

✔ RUNNING IN THE DARK

✔ WHY AIM TINY?

• Selling on the Front Porch

✔ WHERE SELLING MEETS SOCIAL

✔ THIS IS NOT YOUR FATHER’S ADWORDS

✔ ADD VALUE BEFORE YOU RECEIVE A DIME

✔ PLAYING WITH CUSTOMERS: A NEW WAY TO ENGAGE

✔ BEING FRIENDLY, TRULY FRIENDLY

• Targeting

✔ DRAMATICALLY REDUCE ADVERTISING COSTS THOUGH TARGETING

✔ ESTIMATED REACH

✔ GEOGRAPHIC TARGETING—WHERE SOMEONE LIVES

✔ DEMOGRAPHIC TARGETING—WHO SOMEONE IS

✔ TARGETING AGE RANGES

✔ ADVANCED DEMOGRAPHICS

✔ PSYCHOGRAPHIC PROFILING

✔ SOCOGRAPHIC TARGETING

✔ EDUCATION AND WORK TARGETING

✔ MORE TARGETING IS ON ITS WAY

✔ ADVERTISING AND TARGETING REPORTS

• That Quirky Little Image Is Everything

✔ DRAMATICALLY IMPROVE YOUR CLICK-THROUGH RATES WITH BETTER IMAGES

✔ CAPTURE ATTENTION WITH YOUR IMAGE

✔ USE PICTURES OF PEOPLE

✔ WHERE ARE THEY LOOKING?

✔ PICTURES OF THINGS

✔ PICTURES WITH WORDS

✔ PICTURES OF WORDS

✔ STRANGE OR SILLY IMAGES

✔ CONNECTING IMAGES TO TEXT

✔ ONCE YOU FIND SOME GOOD IMAGES, FIND SOME MORE

✔ IMAGE EXTREME MAKEOVERS

✔ QUICK-DRAW ADS

✔ HELP, MY BEST-PERFORMING IMAGE JUST GOT REJECTED

✔ FINDING IMAGES

✔ SOFTWARE TO EDIT IMAGES

✔ SORRY, ANIMATORS!

• Nobody Ever Regretted Mastering This $10,000 Per Hour Skill

✔ YOUR NEW $10,000 PER HOUR CAREER

✔ DIFFERENT GOALS AT DIFFERENT TIMES

✔ CAPTAIN HOOK

✔ INSANELY GOOD TITLES

✔ COMPELLING BODY TEXT WITH A CALL TO ACTION

✔ POWER WORDS TO TRIGGER EMOTIONAL RESPONSE

✔ FACEBOOK LIKES AND INTERESTS

✔ PLAIN, CONQUERING, ENDEARING, HEROIC, SARCASTIC, HYPED, COMPASSIONATE, AND …

✔ SELL A BENEFIT, NOT A PRODUCT

✔ COMMIT TO STUDYING COPYWRITING

✔ SUCCESSFUL ADS STILL FAIL

✔ AUTOMATIC HEADLINES

• The Power of Hidden Psychological Triggers

✔ WRITE IN THOUGHTS

✔ DIRECT ATTACK ADS

✔ RIGHT ANGLE MARKETING

✔ RIGHT ANGLE IMMERSION ASSIGNMENT

✔ DO YOU SELL CHECKS, MUGS, PENS, AND T-SHIRTS?

✔ SEARCHING FOR RIGHT ANGLES

✔ THE RIGHT ANGLE REPORT

✔ THE AD IS FATIGUED, IT MAY NOT BE DEAD

• The Well-Paid Facebook Anthropologist

✔ FACEBOOK IS A STUDY IN HUMANITY

✔ SEARCHING ON FACEBOOK

✔ FAN ANTHROPOLOGY

✔ ANTHROPOLOGY AT THE “INTERESTS” AD INTERFACE

✔ ANTHROPOLOGY OUTSIDE OF FACEBOOK

• We Who Are About to Die Salute You

✔ YOUR ADS FIGHT TO THE DEATH, LIKE GLADIATORS IN THE FACEBOOK COLOSSEUM

✔ A/B AND SPLIT TESTING

• Facebook Secret X: Superior Bidding Strategy

✔ FINDING SIGNALS WHERE OTHERS HEAR NOISE

✔ CPC VS. CPM BIDDING

✔ THE CRAZY WORLD OF CPC BIDDING

• CPM Bidding Strategies That Get You Even More Clicks for …

✔ CPM BIDDING CAN BE MAGICAL

✔ WHEN TO USE CPM BIDDING

✔ YOU CAN PREDICT AD FATIGUE USING FREQUENCY

✔ THE ROLLER COASTER RIDE OF CPM BIDDING

• Landing Pages

✔ SET SPECIFIC GOALS FOR LANDING PAGES

✔ THE PAGE MUST HAVE A GOAL AND AN OFFER

✔ VISUALLY PLEASING LANDING PAGES

✔ MAKE A COMPELLING OFFER

✔ DOUBLE YOUR OPT-IN RATE

✔ APPROACHES TO LANDING PAGE COPY

✔ THE LONG AND THE SHORT OF IT

• Who Cares If the Ad Is Cheap? Are You Making Money?

✔ ADS IN CONTEXT

✔ A BASIC TRACKING SPREADSHEET

✔ TRACKING THE DESTINATION URL

✔ A SLIGHT BUG IN THE SYSTEM

• Bolt a Jet Engine to Your Business: Facebook Pages and …

✔ YOU LIKE ME, YOU REALLY LIKE ME

✔ SEND TRAFFIC TO A FACEBOOK PAGE

✔ ADVERTISING TO YOUR FANS

✔ TARGETING FANS

✔ “LIKE INFLATION” AND THE NEWS FEED

✔ SPONSORED STORIES

✔ ADVERTISE TO YOUR CUSTOMERS’ FRIENDS

✔ LIKE WHAT YOU LIKE

• Free Traffic, Free Impressions, and Paid Advertising

✔ FREE CLICKS CAN BE DEADLY

✔ STATUS UPDATES AS FREE ADS

✔ ENSURING YOUR STATUS UPDATES REACH YOUR USERS

✔ DON’T SPAM—NEGATIVE FEEDBACK

✔ A WHEELBARROW OF CREATIVE IDEAS FOR DAILY STATUS MESSAGES

✔ PARTICIPATING IN THE CONVERSATION

✔ UNBLOCK AND MANAGE YOUR OWN NEWS FEED

✔ PAGE INSIGHTS

• A Laser-Guided Missile for Your Marketing

✔ BLOWHARD ON THE FRONT PORCH

✔ MISSILE ENGAGED—MOVING THE CONVERSATION FORWARD

✔ EVENTS DON’T FATIGUE—THEY HAPPEN

✔ THE NEXT MISSILE IS FACEBOOK DEALS

• And in the Facebook Bind Them

✔ FACEBOOK DOESN’T STOP AT FACEBOOK ANYMORE

✔ FACEBOOK PLUG-INS LINK YOUR WEBSITE TO THE SOCIAL GRAPH

✔ DON’T BE A DIGITAL SERF

✔ WHITE HAT

• A Brief History of Google Advertising—and Some …

✔ THE SMART STUDENT OF ANYTHING IS ALWAYS A STUDENT OF HISTORY FIRST

✔ FROM GOTO.COM TO OVERTURE TO GOOGLE

✔ SITE DOMINANCE—NO WAY TO CATCH UP

✔ SPEED SPAWNS ANOTHER JUGGERNAUT—AFFILIATE MARKETING

✔ THIS IS THE HISTORY LESSON, RIGHT HERE

✔ BID PRICES: THE TREND IS USUALLY UP

✔ YOU MUST DIVERSIFY

✔ WHAT I LEARNED FROM INFOMERCIALS

• Mind Your Business

✔ “ONE LONG SHOT AND THREE FISH IN A BARREL”

✔ SELL EARLY, SELL OFTEN

✔ HORTON HEARS A WHO

✔ BIG CHALLENGES, DARK FEARS, AND THE S-T-R-E-T-C-H-I-N-G OF COMFORT ZONES

Table of content

• Part I: Getting Started With YouTube Channels

• Making a Home on YouTube

✔ The YouTube Phenomenon – Why You Need To Be on YouTube

✔ Audience, audience, audience

✔ Incorporating YouTube into and marketing plans

✔ Becoming a star

✔ Going viral

✔ Wasting lots and lots of time

✔ Seeing What Makes a YouTube Channel Unique

✔ Angling for subscriptions

✔ Establishing your brand

✔ Managing Channels for Fun and/or Profit

✔ Creating content

✔ Building an audience

✔ Building a business

✔ Monetization

• The Basics of YouTube

✔ What You’ll Find on YouTube

✔ Managing your identity

✔ Navigating the home page

✔ Watching a video

✔ Working with a YouTube Account

✔ Getting an account

✔ Logging on to your YouTube account

✔ Creating a YouTube Channel

✔ Verifying Your YouTube Channel

✔ Setting Up a Custom Channel URL

✔ Joining the YouTube Partner Program

• Building Your Channel from the Ground Up

✔ Navigating Your Channel

✔ The My Channel link

✔ The Channel tabs

✔ The My Subscriptions link

✔ The History link

✔ The Watch Later link

✔ The Purchases link

✔ The Playlist Section link

✔ The Subscriptions Sections link

✔ The Browse Channels link

✔ The Manage Subscriptions link

✔ Customizing and Branding Your Channel

✔ Creating channel art

✔ Managing channel art

✔ Creating the channel icon

✔ Uploading the channel icon

✔ Managing your links

✔ Managing Uploads

• Part II: Making Good Videos and Not Making Bad Videos

• What Makes a Good Video a Good Video?

✔ Picking the Right Camera for Your Needs

✔ Knowing What Makes a Good Video

✔ Mastering the Genres in Your YouTube Videos

✔ Mastering music videos

✔ Producing your very own vlog

✔ Making an educational video

✔ Making tutorial and how‐to videos

✔ Let’s play (and make) gaming videos

✔ Making animal videos

✔ Capturing sporting events

✔ Film and animation

✔ Entertainment

✔ News and information

✔ Viral Videos versus Evergreen Content

✔ Viral content

✔ Evergreen content

• Making Plans Both Large and Small

✔ Establishing Your Channel’s Mission

✔ Determining your goals

✔ Being different, being valuable, being authentic

✔ Surveying the YouTube landscape

✔ Understanding Your Target Audience

✔ Going narrow versus going broad

✔ Knowing why your audience matters

✔ Finding out the nitty‐gritty about your audience

✔ Defining Desired Actions

✔ Planning an Outstanding YouTube Channel

✔ Having a spokesperson

✔ Branding

✔ Planning the channel layout

✔ Crafting a Content Strategy

✔ Recognizing that content includes video and more

✔ Looking at content formats

✔ Curation recycling

✔ Programming for Success

✔ Delivering content consistently

✔ Being flexible and reactive

✔ Going live for more engagement

✔ Planning Doesn’t End

• Acquiring the Tools of the Trade

✔ Checking Out Your Camera Options

✔ Working through the (camera) basics

✔ Looking at DSLRs

✔ Checking out camcorders

✔ Settling for smart phones

✔ Stabilizing the Shot

✔ Seeing Your Way with Light

✔ Setting up 3‐point lighting

✔ Setting up high‐key lighting

✔ Capturing Sound

✔ Looking at microphones

✔ Capturing good audio

• Putting It All Together to Capture Some Video

✔ Setting Up for a Shoot

✔ Getting organized

✔ Completing your checklists and “shoot sack”

✔ Arriving on set

✔ Planning a realistic shooting schedule

✔ Practicing good habits before a shot

✔ Maintaining continuity

✔ Shooting a Great‐Looking Video

✔ Composing and dividing the screen

✔ Determining the best shot

✔ Moving and grooving the camera

✔ Matching your eyelines

✔ Following the 180‐degree rule

✔ Shooting an interview

✔ Shooting extra footage and B‐roll

✔ Capturing the perfect take — several times

✔ Working with Voice

✔ Practicing diction and dialects

✔ The power of the pause

✔ Managing crowd audio

• Fixing It in Post: The Edit

✔ Choosing Editing Software

✔ Mac tools

✔ Windows tools

✔ Where to Get Started with Editing

✔ Attempting a test project

✔ Handling file formats, resolution, and conversion

✔ Editing Your Video

✔ Logging your footage

✔ Trimming video clips

✔ Making a rough cut

✔ Switching it around

✔ Creating cuts

✔ Filling the gaps with B-roll

✔ Polishing Your Video

✔ Fine-tuning your edit

✔ Adding bells and whistles

✔ Adding Music to Your Video

✔ Adding built-in music in video editing tools

✔ Incorporating stock music libraries

✔ Putting music in your video

✔ Adding emotional impact

✔ Cutting your video to music

✔ Cutting your music to video

✔ Adding Voiceover and Sound Effects

✔ Exporting the Final Version

• Preparing for Upload Day

✔ Preparing Your Channel for Uploads

✔ Checking your YouTube account hygiene

✔ Maximizing the options for accounts in good standing

✔ Enabling channel features

✔ Tending to Video SEO Matters

✔ Titles

✔ Descriptions

✔ Tags

✔ Thumbnails

✔ Uploading Your Video

✔ Picking the source

✔ Going public about YouTube privacy

✔ Uploading to YouTube

✔ Entering information about your video

✔ Setting upload defaults

✔ Adding Custom Thumbnails

✔ Publishing and Unpublishing Videos

• Part III: Growing and Knowing Your Audience

• Building Your Audience

✔ Developing a Community

✔ Deciphering audience evolution

✔ Determining what you want your audience to do

✔ Appreciating the importance of community

✔ Fans and Insights

✔ Understanding Subscribers and Their Value

✔ Convincing viewers to subscribe

✔ Specifying how subscribers get updates

✔ Setting the channel feed and privacy levels

✔ Treating subscribers and nonsubscribers differently

✔ Managing Comments

✔ Seeing why comments matter

✔ Setting up your channel for comments

✔ Moderating comments

✔ Reacting to inappropriate comments

✔ Using Messaging

✔ Configuring Community Settings

✔ Getting Viewers to Engage

✔ Working with annotations

✔ Exploring the annotation types

✔ Specifying an annotation target

✔ Setting up annotations

✔ Getting creative with annotations

✔ Adding branding to the mix

✔ Capturing the Captioning Opportunity

✔ Adding subtitles and closed captions

✔ Having viewers contribute subtitles and closed captions

• Knowing Your Audience

✔ Getting Started with YouTube Analytics

✔ Reading YouTube Analytics reports

✔ Breaking down the report components

✔ Grouping information

✔ Comparing data

✔ Setting up report filters

✔ Understanding visual charts

✔ Managing report details

✔ Learning about Views

✔ Seeing which content is the most popular

✔ Determining whether viewers are watching or leaving

✔ Understanding Your Audience

✔ Diving into demographics

✔ Diving into subscribers

✔ Optimizing Discoverability

✔ Seeing where viewers find your content

✔ Finding out where (and how) viewers watch your content

✔ Making Sure Your Audience Is Engaged

✔ Getting Engagement Reports

✔ Going In‐Depth on Annotation Analytics

✔ Understanding annotation lingo

✔ Getting your annotation metrics

✔ Seeing whether your annotation are working

✔ Beyond YouTube Analytics

• Part IV: YouTube Channels Are Serious Business

• How and Why Businesses Use YouTube

✔ Understanding Video and Business

✔ It’s all about video marketing

✔ Brand decisions are made on YouTube

✔ Understanding Your YouTube Business Components

✔ Content matters

✔ Community and content creators

✔ Advertising

✔ Integrating YouTube with Other Campaigns

✔ Cross-media integration

✔ YouTube isn’t television (or cable)

✔ YouTube isn’t Google, either

• Expanding Your YouTube Advertising

✔ Understanding YouTube Advertising

✔ Recognizing the importance of ad policy

✔ Looking at YouTube ad types

✔ Planning for Advertising

✔ Creating an AdWords account

✔ Linking your and YouTube channel

✔ Determining Your Ad Targets

✔ Setting up general targeting

✔ Configuring more narrow targeting

✔ Navigating the AdWords for Video Page

✔ Exploring the Campaign navigation menu

✔ Looking at your campaign details

✔ Setting Up a YouTube Ad Campaign

✔ Going with a general campaign

✔ Selecting bidding and your target audience

✔ Sharing your remarketing list

✔ Placing and Managing Your Ads

✔ Measuring Clicks and Results

✔ Looking at campaign information

✔ Getting earned metrics

✔ Optimizing Your Campaign

✔ Creating a Call‐to‐Action Overlay

• Mining the YouTube Goldmine

✔ Integrating AdSense

✔ Setting up YouTube monetization

✔ Linking your channel with AdSense

✔ Creating your AdSense account for YouTube

✔ Setting up AdSense monetization

✔ Analyzing Ad Performance with YouTube Analytics

✔ Getting your YouTube ad information

✔ Seeing which metrics are offered

✔ Analyzing your ad performance

✔ Determining your estimating earnings

✔ Managing AdSense for YouTube

✔ Reconciling AdSense with YouTube Analytics

✔ Adding AdSense controls and reporting

✔ Making Monetization Adjustments

✔ Looking at key ad‐serving metrics

✔ Managing monetizable ad inventory

• Part V: The Part of Tens

• Ten Key Steps to Improving YouTube Search Results

✔ Updating Video Metadata

✔ Managing Video Titles

✔ Understanding Working Titles

✔ Optimizing Thumbnails for Viewer Session Time

✔ Managing Video Descriptions

✔ Adding Closed Captioning

✔ Handling Tags

✔ Refreshing Metadata

✔ Understanding Channel SEO

✔ Avoiding Misleading Metadata

• Ten Things to Know About Copyright

✔ Remember Who Owns the Copyright

✔ Attribution Does Not Absolve a Copyright Violation

✔ Know the Consequences

✔ The Profit Motive Is Irrelevant

✔ Getting Permission for Using Copyrighted Material

✔ Fair Use Is Complicated

✔ Don’t Let Copyright Issues on YouTube Lead to a Strikeout

✔ Wipe the Slate Clean

✔ YouTube’s Robots Are Good at Finding Copyright Infringements

✔ Copyright Is Not Forever, But It’s Likely Forever Enough for YouTube

Table of content

• THE STRUCTURAL ANALYSIS OF INDUSTRIES

✔ Structural Determinants of the Intensity of Competition

✔ Structural Analysis and Competitive Strategy

✔ Structural Analysis and lndustry Definition

• GENERIC COMPETITIVE STRATEGIES

✔ Three Generic Strategies

✔ Stuck in the Middle

✔ Risks of the Generic Strategies

• A FRAMEWORK FOR COMPETITOR ANALYSIS

✔ The Components of Competitor Analysis

✔ Putting the Four Components Together-The Competitor Response Profile

✔ Competitor Analysis and Industry Forecasting

✔ The Need for a Competitor Intelligence System

• MARKET SIGNALS

✔ Types of Market Signals

✔ The Use of History in Identifying Signals

✔ Can Attention to Market Signals Be a Distraction?

• COMPETITIVE MOVES

✔ lndustry Instability: The Likelihood of Competitive Warfare

✔ CompetitiveMoves

✔ Commitment

✔ Focal Points

✔ A Note on Information and Secrecy

• STRATEGY TOWARD BUYERS AND SUPPLIERS

✔ Buyer Selection

✔ Purchasing Strategy

• STRUCTURAL ANALYSIS WITHIN INDUSTRIES

✔ Dimensions of Competitive Strategy

✔ Strategic Groups

✔ Strategic Groups and a Firm’s Profitability

✔ Implications for Formulation of Strategy

✔ The Strategic Group Map as an Analytical Tool

• INDUSTRY EVOLUTION

✔ Basic Concepts in lndustry Evolution

✔ Evolutionary Processes

✔ Key Relationships in lndustry Evolution

• COMPETITIVE STRATEGY IN FRAGMENTED INDUSTRIES

✔ What Makes an lndustry Fragmented?

✔ Overcoming Fragmentation

✔ Coping with Fragmentation

✔ Potential Strategic Traps

✔ Formulating Strategy

• COMPETITIVE STRATEGY IN EMERGING INDUSTRIES

✔ The Structural Environment

✔ Problems Constraining lndustry Development

✔ Early and Late Markets

✔ Strategic Choices

✔ Techniques for Forecasting

✔ Which Emerging lndustries to Enter

• THE TRANSITION TO INDUSTRY MATURITY

✔ Industry Change during Transition

✔ Some Strategic Implications of Transition

✔ Strategic Pitfalls in Transition

✔ Organizational Implications of Maturity

✔ lndustry Transition and the General Manager

• COMPETITIVE STRATEGY IN DECLINING INDUSTRIES

✔ Structural Determinants of Competition in Decline

✔ Strategic Alternatives in Decline

✔ Choosing a Strategy for Decline

✔ Pitfalls in Decline

✔ Preparing for Decline

• COMPETITION IN GLOBAL INDUSTRIES

✔ Sources and Impediments to Global Competition

✔ Evolution to Global lndustries

✔ Competition in Global lndustries

✔ Strategic Alternatives in Global lndustries

✔ Trends Affecting Global Competition

• THE STRATEGIC ANALYSIS OF VERTICAL INTEGRATION 300

✔ Strategic Benefits and Costs of Vertical lntegration

✔ Particular Strategic Issues in Forward lntegration

✔ Particular Strategic Issues in Backward lntegration

✔ Long-Term Contracts and the Economics of Information

✔ Illusions in Vertical lntegration Decisions

• CAPACITY EXPANSION

✔ Elements of the Capacity Expansion Decision

✔ Causes of Overbuilding Capacity

✔ Preemptive Strategies

• ENTRY INTO NEW BUSINESSES

✔ Entry through Internal Development

✔ Entry through Acquisition

✔ Sequenced Entry

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