You’ll need an Adsense account, which is how YouTube/Google pays publishers who run ads.
Do it. No down side unless you abhor ads around your content.
It’s not quite the same thing as being a YouTube “Partner” or “Creator,” which provides the channel with advanced branding (a logo on videos, and more flexibility on the channel page that few see). More importantly, advertisers are paying a premium for Partner/Creators and the other ads tend to command less revenue.
Still, my channels are excited. I’ll have to monetize them when I remember the passwords…
Any questions? Comment below or e-mail me at kevin (no space) nalty (a) g/mail
Anyway, here are some of the pieces of pro-bono advice (I never ever ever charge fellow creators) which I’ve provided. In general, the goal is to knock out some important things (getting channel in shape, applying to be YouTube partner, tagging video), enjoy the ride, and hope the 15 minutes lasts.
Get your YouTube channel submitted to become a Partner (I used to help rush that before YouTube scaled back on human contact)
Optimize the video for search. Most viral lotto winners have failed to describe the video, and load the description/keywords with terms that people might use having heard about the clip.
Provide a URL (or Facebook fan page) in the video description with more info and contact information. It’s very difficult to use YouTube’s lousy message system which GOD FORBID they merge with Gmail (I’m on year 4 of that idea). Make sure this hyperlink appears in the truncated description.
Pay attention to, but doubt, the multitude of business propositions. Sure it may make sense to create some merchandise but a) it’s kinda cheesy, and b) It won’t be a drop in the bucket relative to ad revenue.
Pray the viral viewing continues. By my best guess, David at the Dentist has paid for an Ivy League college with his viral clip, which has surpassed 100 million views.
Be open to a sponsorship ($5-$20,ooo) but that depends on timing and the content. It’s unlikely these will keep rolling in, so be selective and more while the video is hot. It’s generally hard to find these… they kinda have to come to you.
If you’re lucky enough to get national media inquiries DO IT. It’s free (except hotel/travel), but it will drive views and intrigue. If you are going to merchandise, here’s a way to promote that subtly. For instance don’t pimp a website, but consider wearing a t-shirt that celebrates your viralicity.
If you plan on creating more videos, then ask viewers to subscribe. Also create a good looking YouTube channel page… otherwise people won’t even think about subscribing… they’ll just think it’s a one-hit wonder.
Post more videos but do not expect anywhere near the views. For proof, check the other videos on any channel that has a viral one. It’s very rare to see, for instance, a second “Charlie Bit My Finger” do anything even close to the first. Still worth trying.
He knows when you’ve been sleeping. He knows when you’re awake. He knows if you’ve filled a shopping cart, so don’t abandon it for goodness sakes. Those banner ads you’ve been seeing on random web pages are quite smart, are they not? Perhaps too smart? Almost like they know who you are? Maybe watching you while YOU sleep? Maybe the ad contains some items you left behind, and might otherwise be sent to the Island of Misfit Purchases?
In the case of “Santa vs. Site Retargeting” let’s examine Exhibit A. To my right is a wonderfully simple and precise example of a non-intrusive (compared to e-mail spam or telemarketing) but highly sophisticated online-ad campaign by CafePress, the company that sells and markets my customized Nalts merchandise despite the fact that few hard-working Americans have yet purchased dingle.
Hang in there, folks. We’re building toward the moment you’ll see how it’s not for a lack of smart marketing on CafePress’ side (I had nothing to do with this ad except as a consumer). Now I’ve not yet created clever merchandise for my little CafePress Nalts store, or a significant “call to action” of my audience for this loot because, well, I’m lazy and even I don’t want to appear too pushy. That said, I certainly notice my fellow YouTubers going mental pushing t-shirts, hoodies and custom shoes).
While researching site retargeting (I mean “remarketing) I literallly came across the ad that I’ve copied into the right column. Go ahead and click it. No really, click it. It won’t bite…. It took you to the CafePress Nalts store (which I’m trying to diversify with some products that aren’t so, well, “Nalts”). If you go so far as to select and item and put it into your basket, it’s not the last you’ll see of those luxurious items.
Skip this paragraph if you’re a digital marketing dude familiar with Adwords and Adsense. For the rest? The quickest summary on Google’s Adwords vs. Adsense. Google Adwords is a tool that allows marketers/sellers to “target” ads to individual audiences. Google Adsense is a money maker for publishers or audience generates, hence how YouTube creators receive income based on their portion of the ads we viewers endure. More commonly Adsense is the marketplace vehicle for website publishers or bloggers to to receive income by inviting Google to place these ads in whatever units they prefer (horizontal, squares, banners). It’s mostly an auction model where advertisers pay small amounts by how many ads appear (CPM, cost per thousand) or are clicked (CPC, cost per click).
Google AdWords quietly launched “site remarketing” this year, and avoided the term “retargeting,” perhaps to distinguish itself from the somewhat creepier origin of this practice (which involved cookies and sometimes some breaches on personal data). In fact it shows off some very smart strategies that would normally be available to agencies or media buyers.
Here’s the key paragraph from this post that will be on the test. This CafePress ad unit to your above right is dynamically generated to EXACTLY resemble my abandoned shopping cart on Cafepress! That’s not a dumb banner ad that says “click here” or “ignore me.” It’s the friggin ghost of my abandoned shopping basket! It’s a polite reminder saying “yes, pardon me, sir… we hate to bother you, but did you want us to put these things back on the shelf or would you care to take them home? Most importantly, the ad does not know who you are. It just knows that the person using your browser at one point shopped at a store or visited a website.
Why is this important? Remember, folks, I’m not just a blogger and video fart guy. I’m also consulting with big brands, and trust me when I say this… site retargeting (remarketing) kicks the ass of about any other form of advertising. It’s insanely targeted, efficient, and drives a measurable ROI that is almost unsurpassed.
Let’s put this in physical terms for the few of you who haven’t dozed off. My wife and I load a shopping cart at a Marshalls stores ever few weeks, and about 30% of the time we actually buy the loot. The other 70% of the time we decide the crap’s not quite good enough for the chaotic line. Given the Marshall’s operations team’s inability staff appropriately, what if a bright Marshalls marketing executive later posted a sign on Route 611 that said, (without mentioning our names): “50% off off-season beach towels, a size 49.5 men’s belt, $35 Bostonian shoes.” I’d say to my lady, “Yeah we almost bought them there goods, honey. What say we go back for them, and pick up them kids who’ve been missing since last time we was at Marshalls?”
To sum it up:
Santa knows you’ve been bad or good, but site retargeting (er, remarketing) knows where, when, and how. It’s like a sad and lonely shopping cart that knows the “sun will come out tomorrow… bet your bottom dollar.”
Santa brings you the loot… or not. But site retargeting politely follows you around until you finally say — okay, you’re right. I wanted those goodies, and I’ll just have to swallow the shipping price (I think free shipping would be more effective than the code for 15% off, which doesn’t even appear to work).
It’s time to expand the old marketing truism that “it’s easier to sell more things to an existing customer than a new one.” Let’s treat site visitors — whether to the homepage or to an abandoned cart — as customers not prospects. We can serve their needs (whether they need them or not) with the efficient tools at even a small business’ disposal.
And hell, compared to elves, they’re cheaper, less likely to unionize, and slightly less creepy.
I love it when a certain artist, video creator, or web series finds THE sponsor. Not a sponsor, but the ideal one. The kind of sponsor that you’d think would be stalking the entertainer, but sadly probably doesn’t know they exist. There are matches made in heaven: iJustine or Happyslip and Mac, Rhett & Link and any CPG brand, MysteryGuitarMan and a cool electronic device, SxePhil and Tequila, LisaNova and Stayfrees, ShayCarl and Twinkies.
To my surprise, while catching up with Revision3’s FilmRiot via TiVo, I heard Ryan Connolly (host) announce B&H as a sponsor. Yes it’s peanut butter meets chocolate, and I can’t imagine how they scored it. I don’t think of B&H as the type of marketing organization that would be so savvy.
Anyone serious about video, audio, production or schweet home entertainment is probably well aware of B&H. I think I’m an affiliate, and I think I’ve made nothing. But what the store lacks in marketing acumen it makes up for in an insane inventory of well price stuff, informed people, and excellent prices. That said, it’s easy to forget about them and go to what’s “top of mind” (like Amazon or BestBuy). The store is 50% of heaven for me, but missing the pools of white chocolate, dancing midgets and a few other things I’d like not to mention.
I always thought Netflix was getting the deal of its life with FilmRiot. I wonder if Netflix dropped, which would be enough to make me drop- maybe Louderback will spill the beans if I get him drunk enough. BTW Louderback (because I think you actually do read this blog) I just received a friggin’ awesome ethernet-via-electrical socket device on his reco and it rawks my previously stalled webTV rig). Next time I open my Roku I’m going to switch from Netflix to Revision3 shows just to pout. [5/12/2010 7:45 am Louderback says Netflix didn’t drop it’s rotating].
Anyway I think there’s an even better FilmRiot ROI for B&H — which wastes not a penny on promoting the show. It’s better than paid search, because it’s reaching the exact people who will/do buy there. Paid search churns money on people that will shop on B&H but buy locally. Yet B&H is unlikely see the direct benefit, just like Netflix will never know that I returned as a customer mostly because of FilmRiot and I’m its friggin’ dream customer (never quite watching/ordering enough movies to cost them much, but always paying my bill).
You know, if I ever questioned whether it was worth writing an eBook (“How to Become Popular on YouTube Without Any Talent“), it’s all behind me now. Songwriter Abby Simons has made the homepage of YouTube with “Let’s Make a Collab.” For those of you new to this space, a collab (collaboration) is when several online-video creators combine their lack of talent to create a video where, in theory, the whole is worth more than the sum of its parts.
I’m deeply honored that Abby (aka “Songs from a Hat”) credits my eBook in her description. Says the strangely addictive guitar player:
So I just finished Nalts’ eBook about getting popular on YouTube, and he says that the best way to increase your profile is to do collabs. But I got one tiny problem…
The song is addictive, emotional, self-depricating and mentions me. That makes it a 5-star. You have to hand it to a singer that can make a solo-collaboration that’s funny, touching and, well, mentions me.