{"id":783,"date":"2016-07-28T00:00:00","date_gmt":"2016-07-27T22:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2016\/07\/28\/youtube-kot-prodajni-kanal-kako-zaceti\/"},"modified":"2020-04-14T10:54:26","modified_gmt":"2020-04-14T08:54:26","slug":"youtube-kot-prodajni-kanal-kako-zaceti","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/youtube-kot-prodajni-kanal-kako-zaceti\/","title":{"rendered":"YouTube kot prodajni kanal \u2013 Kako za\u010deti?"},"content":{"rendered":"<p>Platforma AdWords poleg ogla\u0161evanja v\u00a0<a href=\"https:\/\/madwise.si\/blog\/google-oglasevanje\/\" target=\"_blank\" rel=\"noopener noreferrer\">iskalnem<\/a>\u00a0in prikaznem omre\u017eju omogo\u010da tudi\u00a0<strong>izdelavo video kampanj<\/strong>. Z njimi lahko\u00a0dose\u017eete\u00a0svoja ciljna ob\u010dinstva\u00a0na YouTubu in spletnih straneh zalo\u017enikov. Danes tako reko\u010d vsi del\u010dek svojega \u010dasa\u00a0pre\u017eivimo na YouTubu &#8211; tudi va\u0161e stranke. S pravim pristopom in ciljanjem je lahko YouTube\u00a0uspe\u0161en prodajni kanal.<br \/>\nOpa\u017eam, da mnogi AdWords uporabniki hitro postanejo zbegani ob \u0161tevilnih izrazih kot so\u00a0<em>AdWords for Video, TrueView, In-Stream, In-Display<\/em>\u00a0&#8230; Namen te objave je na enem mestu podati koristne\u00a0informacije in napotke, ki vam bodo v pomo\u010d pri oblikovanju video kampanj v platformi YouTube.<\/p>\n<h2><span style=\"font-weight: 400;\">Zakaj spletno ogla\u0161evanje na YouTubu?<\/span><\/h2>\n<p><img decoding=\"async\" class=\"alignleft\" src=\"\/wp-content\/uploads\/2016\/07\/YouTube-logotip.jpg\" alt=\"YouTube Logo\" width=\"148\" height=\"123\" \/>YouTube je po podatkih\u00a0<a href=\"http:\/\/www.similarweb.com\/global\">SimilarWeb<\/a>\u00a0<strong>tretja najbolj obiskana spletna stran<\/strong>, Google pa navaja, da si milijarda mese\u010dnih uporabnikov ogleda preko \u0161est milijard ur video posnetkov. \u00a0Z video kampanjami lahko torej potencialno dose\u017eemo ogromno \u0161tevilo uporabnikov interneta.<\/p>\n<p>Video si zapomnimo. Zaradi prepleta\u00a0<strong>vizualnih in slu\u0161nih dra\u017eljajev<\/strong>\u00a0je eden bolj\u0161ih na\u010dinov nagovarjanja va\u0161ih uporabnikov. Pomnenje oziroma priklic takih oglasov je ve\u010dji, obstajajo pa \u0161e \u0161tevilni drugi razlogi za ogla\u0161evanje na YouTube.<\/p>\n<h3>Razlogi za Youtube spletni marketing:<\/h3>\n<ul>\n<li><em>YouTube ogla\u0161evanje pri nas \u0161e ni dobro izkori\u0161\u010deno, zato\u00a0<strong>ni\u00a0ogla\u0161evalske gne\u010de,<\/strong><\/em><\/li>\n<li><em>pla\u010date samo za\u00a0<strong>zainteresirane uporabnike,<\/strong><\/em><\/li>\n<li><em>stro\u0161ki ogla\u0161evanja so\u00a0<strong>relativno nizki<\/strong>\u00a0(ob nizki konkurenci tudi 5 centov in manj na ogled),<\/em><\/li>\n<li><em>doseg prave ciljne skupine ob pravem \u010dasu (uporabite napredne mo\u017enosti ciljanja),<\/em><\/li>\n<li><em>merite in spremljajte uspe\u0161nost kampanj (AdWords statistike, Google Analytics, YouTube analytics) in seveda<\/em><\/li>\n<li><em><strong>hitro in enostavno<\/strong>\u00a0ustvarite\u00a0video kampanje.<\/em><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">1. Povezava AdWords ra\u010duna z G+ in YouTube ra\u010dunom<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"\/wp-content\/uploads\/2016\/07\/Google-YouTube-AdWords.jpg\" alt=\"Google+ YouTube AdWords\" width=\"700\" height=\"400\" \/><\/p>\n<p>Preden ustvarite svojo prvo video kampanjo, vam priporo\u010dam, da pove\u017eete va\u0161\u00a0<strong>Google+ in YouTube<\/strong>\u00a0ra\u010dun. Na ta na\u010din\u00a0boste lahko upravljali ve\u010d YouTube ra\u010dunov ter drugim uporabnikom omogo\u010dili dostop do va\u0161ega kanala.<\/p>\n<p>Za oblikovanje t. i. TrueView kampanj (oglasi v YouTube) boste morali video posnetke\u00a0<strong>nalo\u017eiti na va\u0161 YouTube kanal in ga povezati z AdWords ra\u010dunom<\/strong>. Pove\u017eete ga lahko pove\u017eete z ve\u010d YouTube kanali (verifikacija je potrebna v obeh platformah). Glavne prednosti povezave va\u0161ega AdWords in YouTube ra\u010duna so\u00a0<strong>dodatne metrike<\/strong>, s katerimi boste lahko natan\u010dno spremljali in analizirali uspe\u0161nost posamezne ogla\u0161evalske akcije, oglasne skupine ali posameznega video oglasa (npr. &#8220;earned actions&#8221;).<\/p>\n<p><a href=\"\/kontakt\/\"><img decoding=\"async\" class=\"alignnone wp-image-2872 size-full\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2015\/06\/870x200_Madwise_offer_01-update-Lea.jpg\" alt=\"\u017delite prodati ve\u010d z digitalnim marketingom\" width=\"870\" height=\"200\" \/><\/a><\/p>\n<p>Hkrati boste lahko ustvarili\u00a0<strong>re-marketing sezname.<\/strong>\u00a0S povezavo AdWords in YouTube, slednji sam ustvarja re-marketing liste na podlagi razli\u010dnih interakcij uporabnikov z va\u0161imi video vsebinami in kanalom. Nenazadnje pa boste lahko ustvarjali tudi\u00a0<strong>&#8220;Call-to-action overlaye&#8221;\u00a0<\/strong>(prekrivne elemente s pozivom k dejanju), o katerih bomo podrobneje govorili v nadaljevanju.<\/p>\n<h2><span style=\"font-weight: 400;\">2. Trije na\u010dini spletnega ogla\u0161evanja na YouTube<\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"\/wp-content\/uploads\/2016\/07\/YouTube-Na\u010dini-ogla\u0161evanja.jpg\" alt=\"Na\u010dini ogla\u0161evanja na YouTube\" width=\"694\" height=\"389\" \/><\/p>\n<p>V platformi YouTube lahko ogla\u0161ujete preko AdWords<strong>\u00a0\u00bbVideo\u00ab<\/strong>\u00a0ogla\u0161evalskih akcij, kjer izdelate TrueView oglase. Drugi\u00a0na\u010din\u00a0so ogla\u0161evalske akcije z izbiro mo\u017enosti &#8220;<strong>Samo prikazno omre\u017eje<\/strong>&#8220;, kjer YouTube dodajate kot umestitev (lahko ogla\u0161ujete tako s pasicami\u00a0kot video oglasi*), tretjo mo\u017enost pa predstavljajo\u00a0\u00a0<strong>rezervirane medijske umestitve<\/strong>\u00a0(<em>Reserved media placements on YouTube<\/em>), kjer zakupite za\u010detno YT stran v dolo\u010deni dr\u017eavi s fiksno ceno (CPM ali CPD = cost per day).\u00a0V tej objavi si bomo podrobneje ogledali TrueView oglase.<\/p>\n<p>*Ve\u010d o specifikacijah videov v tem formatu lahko preberete na tej povezavi:\u00a0<a href=\"https:\/\/support.google.com\/adwords\/answer\/2375465?hl=en&amp;ref_topic=3119118\" target=\"_blank\" rel=\"noopener noreferrer\">AdWords pomo\u010d<\/a><\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"\/wp-content\/uploads\/2016\/07\/AdWords-platforma.jpg\" alt=\"AdWords platforma\" width=\"700\" height=\"300\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">3. TrueView oglasi (Adwords for Video)<\/span><\/h2>\n<p>TrueView oglase lahko ustvarimo, \u010de izberemo &#8220;Video&#8221; ogla\u0161evalske akcije. Pri tem velja omeniti tri tehni\u010dne specifikacije, in sicer:<\/p>\n<ul>\n<li>video oglas mora biti\u00a0<strong>nalo\u017een na YouTube<\/strong>,<\/li>\n<li>ozna\u010den mora biti kot &#8220;<strong>unlisted<\/strong>&#8221; oziroma &#8220;<strong>public<\/strong>&#8221; (&#8220;private&#8221; posnetkov ne moremo uporabiti v oglasih),<\/li>\n<li>dol\u017eina TrueView video posnetkov\u00a0<strong>ni omejena<\/strong>\u00a0(kar pa ne velja v GDN).<\/li>\n<\/ul>\n<p>Lo\u010dimo dve obliki TrueView oglasov:\u00a0<strong>In-Stream<\/strong>\u00a0in\u00a0<strong>In-Display.\u00a0<\/strong>Klju\u010dne razlike med njima so razlo\u017eene v spodnji tabeli:\u00a0<strong>\u00a0<\/strong><\/p>\n<p><img decoding=\"async\" class=\"alignnone\" src=\"\/wp-content\/uploads\/2016\/07\/In-stream-VS-In-display-1.jpg\" alt=\"In-Display VS In-Stream Ads\" width=\"700\" height=\"800\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">4. In-Stream oglasi (videooglasi v okviru videoposnetka)<\/span><\/h2>\n<p>In-Stream oglasi so dobro znani vsem rednim uporabnikom YouTuba. To so oglasi, ki se samodejno predvajajo (ponavadi na za\u010detku) drugih videoposnetkov, gledalec pa jih po petih sekundah predvajanja lahko presko\u010di. Oglasi se lahko prikazujejo tudi v Googlovem prikaznem omre\u017eju na spletnih mestih izdajateljev videovsebin. Poleg In-stream oglasov v YouTubu se nahaja\u00a0<strong>spremljevalna pasica<\/strong>\u00a0(companion banner), ogla\u0161evalci pa lahko dodajo tudi\u00a0<strong>kartice\u00a0<\/strong>in\u00a0<strong>CTA overlaye<\/strong>\u00a0(prekrivni oglasi s pozivom k dejanju). Poglejmo si sliko oglasa:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"\/wp-content\/uploads\/2016\/07\/In-stream-CTA.jpg\" alt=\"In-stream CTA\" width=\"700\" height=\"400\" \/><\/p>\n<p>Ogla\u0161evalec pla\u010da ogled oglasa, ko si nekdo\u00a0<strong>ogleda 30 sekund<\/strong>\u00a0oziroma\u00a0<strong>celoten oglas, \u010de je ta kraj\u0161i od pol minute<\/strong>. Pla\u010da tudi, \u010de gledalec\u00a0izvede kak\u0161no drugo interakcijo z videooglasom. Na primer, klikne na companion banner, CTA overlay ali kartico. Do sredine lanskega leta je klik kamorkoli na povr\u0161ino videa gledalca vodil na spletno stran ogla\u0161evalca. Po spremembi,\u00a0katere namen je bil pove\u010dati interaktivnost oglasov in jih prilagoditi za mobilne naprave, pa samo klik na enega od spremljevalnih elementov vodi na ciljni\u00a0URL.<\/p>\n<p>Poglejmo si lastnosti CTA overlayev in spremljevalnih pasic:<\/p>\n<p><strong>Spremljevalne pasice<\/strong>\u00a0(companion banner): so izbirne pasice velikosti\u00a0<strong>300 x 60 px<\/strong>, ki spremljajo TrueView In-Stream oglase na namiznih napravah. \u00a0\u010ce pasice ne nalo\u017eimo, jo YouTube samodejno ustvari. Prikazujejo se lahko samo na YouTube &#8220;Watch&#8221; straneh, klik nanje pa vodi na va\u0161o spletno stran ali kanal. Pri tem velja omeniti, da se klik \u0161teje kot ogled oglasa, tudi \u010de ni poteklo \u0161e 30 sekund. Prednost spremljevalnih pasic je, da ostanejo prisotne tudi po ogledu\/presko\u010ditvi oglasa.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"\/wp-content\/uploads\/2016\/07\/Companion-banner.png\" alt=\"Companion banner\" width=\"626\" height=\"560\" \/><\/p>\n<p><strong>Call-to-action overlay<\/strong>: dodamo ga\u00a0lahko v In-Stream in In-Display oglasih, \u010de imamo povezan\u00a0AdWords in YouTube ra\u010dun. Ta storitev ni dodatno obra\u010dunana, klik pa vodi na va\u0161o spletno stran (potrebno je verificirati va\u0161 YouTube ra\u010dun). Prikazuje se tudi na mobilnih napravah, najbolj\u0161a lastnost pa je, da so vezani na video, kar pomeni, da se bodo prikazovali tudi po koncu kampanje.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"\/wp-content\/uploads\/2016\/07\/CTA-Overlay.jpg\" alt=\"CTA Overlay\" width=\"700\" height=\"590\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">4. In-Display oglasi (oglasi v okviru prikaza)<\/span><\/h2>\n<p>Ta format oglasov je namenjen promociji va\u0161ih videoposnetkov. Prikazujejo se, ko obiskovalci\u00a0<strong>i\u0161\u010dejo<\/strong>\u00a0<strong>in brskajo med ostalimi videoposnetki<\/strong>\u00a0(t. i. \u00bbPromoted video\u00ab), lahko pa se prikazujejo tudi v Googlovem prikaznem omre\u017eju. Pla\u010date, ko gledalec klikne na oglas in za\u010dne z ogledom.<\/p>\n<p>Na YouTubu se In-Display oglasi lahko pojavijo:<\/p>\n<ul>\n<li>v rezultatih iskanja (glejte spodnjo sliko),<\/li>\n<li>poleg drugih posnetkov (na Watch pages),<\/li>\n<li>na YouTube doma\u010di strani,<\/li>\n<li>doma\u010di strani IOS in Android aplikacije,<\/li>\n<li>v umestitvah v prikaznem omre\u017eju (preverite\u00a0<a href=\"https:\/\/support.google.com\/displayspecs\/answer\/6227733?hl=en&amp;ref_topic=4588474\">specifikacije<\/a>).<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"\/wp-content\/uploads\/2016\/07\/YouTube-In-display.png\" alt=\"In-Display\" width=\"380\" height=\"350\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">5. Struktura TrueView kampanj\u00a0in ciljanje\u00a0oglasov<\/span><\/h2>\n<p>TrueView kampanje lahko\u00a0<strong>vsebujejo In-Stream\u00a0<\/strong>ter<strong>\u00a0In-Display<\/strong>\u00a0oglase. Vsaka oglasna skupina (v\u010dasih so bile poimenovane Targeting group) lahko vsebujejo samo oglase istega formata. TrueView ogla\u0161evalska akcija lahko vsebuje do\u00a0<strong>10 oglasnih skupin<\/strong>, kjer lahko dolo\u010damo CPV ponudbe in na\u010dine ciljanja\u00a0oglasov. Mo\u017enosti targetiranja so:<\/p>\n<p><img decoding=\"async\" class=\"alignnone\" src=\"\/wp-content\/uploads\/2016\/07\/TrueView-Targeting.png\" alt=\"Mo\u017enosti ciljanja TrueView oglasov\" width=\"700\" height=\"315\" \/><\/p>\n<p>Pri ciljanju oglasov v TrueView kampanjah moramo biti pazljivi, saj se kriteriji se\u0161tevajo, kar pomeni, da ciljno ob\u010dinstvo predstavlja\u00a0<strong>presek vseh mno\u017eic<\/strong>, ki smo jih izbrali. Predlagamo, da raje ustvarite ve\u010d oglasnih skupin z razli\u010dnimi na\u010dini ciljanja oglasov in spremljate kateri dajejo najbolj\u0161e rezultate glede na va\u0161e cilje in KPI-je. Ve\u010d o ciljanju\u00a0<a href=\"https:\/\/support.google.com\/adwords\/answer\/2454017?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">video oglasov<\/a>.<\/p>\n<p>Video oglasi so v poplavi oglasnih pasic in tekstovnih oglasov odli\u010dna mo\u017enost, da izstopite iz mno\u017eice. Seveda to od vas zahteva ve\u010d vlo\u017eenih sredstev in \u010dasa v fazi produkcije. To sem vam lahko hitro povrne, saj lahko z enakimi vlo\u017eki v ogla\u0161evanje dose\u017eete ve\u010dje ob\u010dinstvo. YouTube lahko torej uporabite kot prodajni kanal in ne le kot branding orodje. Recept za uspeh so\u00a0dobra vsebina, ustrezno ciljanje in seveda tem \u010dlanku prestavljeni CTA-ji ter bannerji, ki vodijo gledalca na va\u0161o spletno stran. Sre\u010dno na poti do prodajnih uspehov!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Platforma AdWords poleg ogla\u0161evanja v\u00a0iskalnem\u00a0in prikaznem omre\u017eju omogo\u010da tudi\u00a0izdelavo video kampanj. Z njimi lahko\u00a0dose\u017eete\u00a0svoja ciljna ob\u010dinstva\u00a0na YouTubu in spletnih straneh zalo\u017enikov. Danes tako reko\u010d vsi del\u010dek svojega \u010dasa\u00a0pre\u017eivimo na YouTubu &#8211; tudi va\u0161e stranke. S pravim pristopom in ciljanjem je lahko YouTube\u00a0uspe\u0161en prodajni kanal. Opa\u017eam, da mnogi AdWords uporabniki hitro postanejo zbegani ob \u0161tevilnih izrazih [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1138,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-oglasevanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>YouTube kot prodajni kanal \u2013 Kako za\u010deti? | Madwise<\/title>\n<meta name=\"description\" content=\"Ali \u017ee uporabljate YouTube kot prodajni kanal? 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