YOUTUBE & VIDEO
ADVERTISING
We help drive results from video content with YouTube Advertising in Newcastle and other corners of Earth.
ROI Calculator
YouTube Advertising Agency
GOOGLE PREMIER PARTNERS
Our relationship with Google / YouTube
We’re one of just a handful of agencies in Australia to be awarded the Google Premier Partner badge. This just means that the big G has recognised our proven track record of excellence in Google Ads and YouTube video advertising management, account performance and client service.
WORK WITH USTODAY’S VIDEO AD AGENCY
The modern human is consuming video on their smartphone over traditional video channels. We’ll design a modern, mobile-first video marketing strategy for your brand.
TV ADVERTISING
ON STEROIDS?
Traditional TV advertisers are shifting their dollars to digital video platforms like YouTube for good reason. More eyeballs, precision targeting, greater cost-efficiency and deeper user insights.
TV ADVERTISING vs ONLINE VIDEO
STILL RELYING ON TRADITIONAL MEDIA?
What is happening to traditional TV advertising?
In short: It’s kinda dying.
Recent industry reports reveal that TV has lost 32% of its prime time audience in the 18-34 demographic and 19% in 25-54s since online alternatives like Netflix and Stan came into the market back in 2015. In addition to this stat, the latest Deloitte Media Consumer Survey showed 43% of respondents had a video streaming subscription like Netflix – a figure that is growing steeply year-on-year. To be honest, this shift to non-advertiser funded “TV” platforms is a actually threat to the entire advertising industry.
As of now, the best way we see to approach this change is to start investing and testing digital video content and ad channels like YouTube advertising, Facebook, Instagram and Linkedin.
YouTube Ads for Outcomes
YOUTUBE ADS FOR ACTION
Traditionally, video ads on YouTube were seen as a pure brand awareness play.
With over 1.8 billion monthly active users in Australia, Google’s video behemoth certainly delivers on branding objectives. However, recent platform developments (particularly in the mobile experience) have made YouTube an extremely effective channel for lead generation and transactional marketing campaigns.
Real Outcomes
Over $100k of Ad Spend GOOONE.
PROFESSIONAL FIRM
Professional Firm
In business, it can be scary to let go of things that worked for you in the past. This mid-sized professional services firm had sensed for years that they were no longer getting value from their annual investment in traditional advertising. However, they couldn’t be certain that this channel wasn’t still working for them and were worried that they could lose business if they dropped their ads. We were more than happy to step in and help them make a data-driven decision to focus their budget into measurable digital channels.
Channels and tactics
- Successful shift of budget from print to digital advertising
- New website focussed on mobile user experience and conversion rates
- Google advertising optimisation
- Technical SEO and content strategy guidance
- Tests of every growth hack under the sun
- Lots more
Outcomes
- 27% YOY increase in monthly organic search traffic (from a 5 digit base)
- Overall advertising spend reduced significantly
New Patients
up 34%
HEALTH CLINIC CHAIN
Newcastle Health Business
When a business has been around since the 90s, it goes through many rounds of change. A few years back – this iconic Newcastle brand was rolling along OK, but they knew they needed to change their approach to acquiring new patients for their range of healthcare services. We got introduced to the CEO in April 2012 and their numbers have only moved UPwards ever since!
Channels and tactics
- Ongoing Google pay per click search ads, always aiming for the lowest cost-per-patient scenario.
- Gradual Search Engine Optimisation (SEO) and helpful content strategy
- A beautiful, seamless mobile website experience
- TV advertising spend shifted to Facebook and Instagram for a stronger return on ad spend
- Numerous successful campaigns and promotions
Outcomes
Year on year, we’ve been able to help this awesome Newcastle business grow their intake of new patients and in turn help more people improve their health and quality of life!
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Effective Social
Ads at Scale
Property Website
Property Website
One of Australia’s largest property sites came to us looking for a custom solution to their social advertising offering. The challenge was to automate campaign delivery at scale, whilst still maintaining a level of personalisation across every single advert.
Channels and tactics
- Hyperlocal mobile ad targeting parameters for 55,000 Sa1 regions across Australia
- Development of a web app to override Facebook’s default geo-targeting capabilities
- Automation of setup and management processes for up to 1500 campaigns at a time
- Dynamic ad creative and responsive campaign optimisation
- Messenger conversion funnels
- Facebook lead ads
- Instagram advertising
- Lots more
Outcomes
- Smooth, cost-efficient process achieved for managing up to 1500 localised campaigns simultaneously
- A far superior cost-per-lead scenario compared to previous social efforts
- Lots of very useful, localised data insights
No doubt about it, this was a curly problem to solve – but we enjoyed the challenge thoroughly!
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Jets' Official Digital Marketing Partner
Newcastle Jets FC Newcastle Jets
After a stellar 2017/18 season, we’re pumped to have been appointed as official digital marketing partner for the Jets’ 2018/19 A-League campaign. We’ve got some crazy football nuts in our office who are very keen to help achieve the following for the Jets this year:
- Drive ticket sales and maximise membership numbers from digital channels
- Re-configuring and managing the clubs’ digital analytics, tracking systems and marketing audiences to help the Jets make sense of their data
- Increase awareness engagement on social and messaging apps
- Improve the user experience and engagement rates of the clubs’ web properties within the confines of FFA site templates
- Get the ball rolling on the clubs’ long term digital strategy
Check out the Jets’ internally produced season launch video “Made of Newcastle” right here!
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About 5 Million Video Views
OUR CLIENTS LAST YEAROur Clients Last Year
One Friday arvo, we decided we’d do a count of how many video views our clients attracted last year.
The numbers were insane, with Facebook, Instagram, YouTube and Linkedin leading the way – in that order.
We came to a rough total figure of 5 million video views.
Our conclusion? Video is critical.
(We probably could have figured this out without all the counting, huh?)
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An International Disruptor
CAMPLIFY Camplify
In early 2015, our director Dave also co-founded a little Newcastle-based startup that had big dreams of becoming the “Airbnb for caravans”. A bold new plan, Camplify had this big vision of activating people’s under-utilised RVs to more people experience the joys of camping. Starting life as a twinkle in CEO Justin Hales’ eye, Camplify was just another “peer-to-peer marketplace idea” at the time. With no funding, no customers and no idea of what the future would hold, all we really knew was that there were a tonne of RVs that were sitting on people’s lawns not being used. That was enough for us to take a leap of faith and become part of Camplify’s digital marketing team.
Channels and tactics
- An international SEO strategy built for scale
- Google advertising automation and profit optimisation based on utilisation modelling
- Hyper-targeted social media advertising
- Marketing automation management
- Tests of every growth hack under the sun
- Much, much more
Outcomes
Camplify is currently valued in excess of $30m and boasts the largest RV rental fleet in Australia and the UK. A sensational story of growth, this star Newcastle tech company now sends thousands of people on holidays every month and holds a dominant share of the RV sharing market and has just expanded into Spain and New Zealand. Our role in the journey? Well, much of Camplify’s user growth has come from the digital marketing activities we’ve helped ideate and execute. Camplify is no doubt one of the jewels in our crown and we’ve loved every second of our involvement with this awesome Aussie startup!
Here are a few nice things Camplify’s CEO said about us:
“Redback continually surprise me with their professionalism, expert knowledge and ability to smash the KPI’s I set them out of the water.”
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43¢ Cost Per Conversion
BRISBANE AIRPORT
Brisbane Airport
The friendly folks at Brisbane Airport Corporation were excited to let Queenslanders know about their new service to Vancouver with Air Canada. We were even more excited to exceed their expectations with Facebook ads!
Channels and Tactics
- Mapped out highly targeted ad creative and messaging to specific audience segments
- Drove prospects to a high-converting contest landing page with viral social sharing built-in
- Tweaked audience strategy throughout the campaign to further optimise cost-per-lead metrics
- Leveraged retargeting to build email list from BAC’s large volume of website visitors
Outcomes
We went above and beyond what the Brisbane Airport was hoping to achieve from their campaign. Monitoring the conversion data closely, we tweaked and tested the ads to find the best cost per conversion, ending up at just 43 cents per new subscriber.
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Over $1m in New Product Sales
ELECBRAKES Elecbrakes
Elecbrakes is Australia’s first Bluetooth electric trailer brake controller. This innovative device was invented on the NSW Central Coast / Newcastle by an innovative team of engineers and trailer manufacturing experts. With the Elecbrakes system, a controller is fitted to the trailer and wired into the existing electrical circuits. A remote control or smartphone with the Elecbrakes app is then used to monitor, change settings and control the trailer’s brakes.
Channels and tactics
- Google search ads
- Facebook ads and groups marketing
- Instagram lead-gen ad campaigns
- On-site SEO
- Traditional database marketing
- New website
Outcomes
In under 2 years since launch, we were able to help Elecbrakes achieve over $1,000,000 in sales for this new product. The launch of their new website and remote control saw their monthly sales increase by 160% in the first month and they now enjoy a dominant search market share in the electric brake controller category Australia-wide. Their month-on-month growth is still trending UPwards aggressively and we’re very excited to see how Elecbrakes will continue to disrupt the traditional brake controller industry – both here in Australia and abroad!
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Hyper-targeted Acquisition
SHOPPING CENTRE
Shopping Centre
We’ve been working with one of Australia’s largest shopping centres over the past few years – specifically on helping them build a stronger database. With so much going on for this client on the marketing front, our sole job has been to take some heat off the internal marketing team and just focus on driving their paid social channels.
Through a series of targeted social advertising campaigns on Facebook and Instagram, we’ve been able to help this client grow their database significantly – at a much lower cost-per-acquisition than their previous provider could achieve.
Not only are we building their database cost-effectively, we’ve also been able to provide this client with some fascinating insights on their target audience personas using Facebook’s powerful analytics tools.
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$3 Million Increase in Yearly Revenue
HOME SERVICES COMPANY Home Services Company
Sometimes, the only thing our clients care about is revenue growth. With this home services provider, that what definitely the case. We started working with this client in 2015 after they’d been through a rocky few years. Their website was looking tired and couldn’t be found anywhere. Their traditional marketing channels weren’t cost-effective anymore and we were brought in to turn that all around.
Channels and tactics
- Aggressive Google Adwords pay per click search advertising campaigns with strong focus on optimising for a lower cost-per-lead.
- Ongoing localised Search Engine Optimisation (SEO) and content strategy
- Careful attention to the clients’ mobile website experience and conversion rates
- Commitment to encouraging customers to leave great reviews on Google and Facebook
- Marketing automation processes setup to re-engage customers who have bought in the past
- Above the line advertising spend shifted from traditional media to Facebook and Instagram
- Adaptive approach to budgeting and tactics based on seasonality and market factors
Outcomes
Fast-forward to 2018 and we’ve played a key part in growing this small business’ annual revenue by over $3 million per year and still trending UPwards.
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Offline + Digital Attribution Insights
PROBLEMS WE LIKE TO SOLVEProblems we like to solve
Offline + online marketing attribution. There’s no question, it can be a tough challenge to nail accurately. Especially when you’ve got a diverse mix of online and offline touch points in your typical customers’ buying journey.
Shifting media budgets from tried-and-true channels across to modern digital channels can also be a scary process when you’ve relied on traditional channels for decades. Although we’ve always been a 99% digital-focussed marketing company, we totally understand the role offline media still plays within many business’ marketing strategies. So in recent years, we’ve worked super hard to help draw some tangible correlations, causations and conclusions to help our clients’ make better business decisions.
Here’s a handful of examples:
- Tracking real-world in-store visits and tying those conversions to digital campaigns
- Analysing how offline PR and media campaign schedules influence website traffic and conversions
- Integrating digital tracking techniques into offline media (eg. Placing tracked and recorded phone numbers in newspaper and yellow page ads)
- Monitoring and interpreting branded search traffic on the back of offline marketing activity
- Aligning offline sales data with digital dashboards and campaigns
Go on, throw and offline + online attribution problem at us!
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Decktec Launches with a Bang
DECKTEC
Decktec
A World-first, Decktec is brought an exciting new product – in fact, an entirely new category – to the decking industry. This innovative, Aussie-made decking system promises to help customers save time and money laying decks. The product is hot and our job is to make sure the right people find out about it.
Channels and tactics
- Facebook and Instagram Advertising
- Old school direct marketing
- Email marketing
- Facebook Messenger
Outcomes
- HIA finalists in product of the year
- Over 500,000 fully engaged video views on social and growing steeply
- Thousands of Messenger subscribers
- Numerous new stockists acquired
- Pallets of Decktec flying out the door
Search Ads Cost-Per-Lead Down 59%
RENTAL BUSINESS Rental Business
When we took over this rental business’ search marketing from another agency, we had some high standards to maintain. However, with a little sideways thinking and some clever execution by our campaign management team, we were able to reduce CPA significantly. In non-geek speak, that means our client now pays less for every new customer we bring to their business from search engines. Yippee!
Channels and tactics
- Aggressive Google and Bing Ads campaigns
- Cross-device conversion rate optimisation
- Ad split testing
- Careful budget management across 10+ locations
- Dynamic objectives based on search impression share and ROI
- Social remarketing to improve overall CPA
- Online reviews strategy to boost conversion rates
- Other bits and pieces
Outcomes
- Search Ads Cost Per Lead Improved 59%
- Overall conversions UP by 33% in 2 years
Enrolment Enquiries
UP 43% YOY
EDUCATION PROVIDER
Education Provider
We recently worked with an Education Provider to improve leads across their 30+ locations across Australia. This client needed help to capture potential customers searching on Google for their services and increasing brand awareness in local regions.
Channels and tactics
- Website analytics / conversion tracking implemented
- Localised Google Ads across 30+ locations Australia-wide
- Localised Facebook lead-gen campaigns across 30+ locations Australia-wide
Outcomes
- New booking enquiries UP by 43% year on year
- Over 500,000 people reached on social media
413,526 Mobile Website Conversions
OUR CLIENTS LAST YEAROur Clients on Mobile Last Year
Do you remember the first time you laid eyes on an iPhone back in 2007? One of your initial thoughts may have been “Wow, I can’t ever see consumers accessing my website on this little thing!”… Don’t worry, we thought the same thing! Oh, how wrong we all were… According to leading web intelligence site SimilarWeb, mobile now accounts for over 65% of all website traffic and this figure is only growing by the day.
Last year, we saw our clients’ results from mobile skyrocket – with some sites seeing in excess of 80% of their total leads coming from smartphones. Crazy, huh?
Big numbers on small screens
Here’s just a few of the ways we can keep your mobile users in mind:
- Mobile-first website experiences (it’s no longer enough to just have a “mobile-friendly” site. To maximise ROI, your site should be designed with all screen sizes in mind)
- Close attention to conversion rates and cost per conversion across all devices
- Consideration of mobile-specific search, display, video and social ad formats
- Including “near me” keywords in search ads
- Relevant structured markup optimised for voice search
- Messenger bots, live chat and other mobile lead magnets
- Mobile commerce solutions eg. Selling through Facebook Messenger
- Progressive web apps and smartphone notifications strategies
- Content load speed improvements via new technologies like Google AMP and Facebook Instant Articles
- Cross-device analytics and conversion attribution
- Emails that look nice and pretty on mobile
- And the list keeps growing…
Mobile is here and we’re here to help you tackle it.
close [x]YOUR MARKETING TEAM
Here are the humans that can help you engage and convert audiences with digital video
Celine
Senior Account Manager
Celine
Senior Account Manager
Favourite animal: Purrrring cats!
Celine has over 7 years experience in marketing and sales with a special interest in all things data, technology and innovation. Having worked in startups as well as multinational companies, she’s passionate about business and helping businesses achieve measurable results.
Originally from the land of ‘fush & chups’, ‘chilly bins’ and ‘jandals’, Celine moved to Newcastle in 2016 and quickly learnt to adore it. She studied Archaeology at the University of Otago and loves history….even spending her free time writing a historical fiction! She’s also an avid reader, proud cat mama and hopes to one day to climb Mount Kilimanjaro.
What drives this sharp, quirky Queen of the ditch forward?
Celine is a self proclaimed lover of data who gets a kick out of translating numbers and trends into marketing strategies.
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Dave
Managing Director
Dave
Managing Director
Guitar's Name: Thelma
A kid from the bush who grew up in tiny mining towns, Dave has an infectious passion for marketing, creativity, technology and people. After graduating with a degree in Business Marketing & Psychology, Dave spent 7 years working with hundreds of businesses via gigs in large marketing & advertising firms. One day, he woke up and decided to start a digital marketing consulting business from his bedroom, with a vision to do things a little differently, to help businesses grow and stay ahead of the curve.
Fast forward to 2019 and Dave’s role at Redback is to ensure we are well equipped to deliver the best possible outcomes for our clients now and well into the future. Dave is also the co-founding CMO of star Aussie caravan sharing community Camplify. He sits on the board of Australia’s first SingularityU chapter and is also director of Interactive Minds Newcastle, a series of educational events for marketers and agencies.
What drives this creative + analytical + happy lump of a lad forward?
Well, in Dave’s simple words, it’s the “real weird, awesome buzz” he gets whenever we achieve tangible, meaningful growth results for a business.
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Ben
Optimisation & Automation Manager
Ben
Optimisation & Automation Manager
Worst habit: Laughing when he definitely shouldn’t be!
Ben joined the team in July 2017. After managing to grow and monetise his own Instagram accounts to over 900,000 followers, Ben wanted to apply his skills to a range of businesses in agency land. Since joining the team, Ben has worked heavily on optimising our clients’ Facebook ad campaigns for maximum results across a wide range of industries and business objectives.
Ben is a natural problem-solver – a real modern day growth tactician with a strong focus on numbers. We love unleashing his brain on interesting digital marketing problems when they arise!
What drives this clever young man forward?
“The awesome feeling of always growing & improving my skill set in the industry I love!”
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Jess
Web Developer
Jess
Web Developer
Favourite TV Show: Blue Heelers
With over eight years’ experience in web development and a keen eye for detail, Jess is a Senior Front End Developer at our sister company Redback Solutions and is definitely on Newcastle’s “one to watch” list.
Her strong desire for perfection, combined with her expert knowledge in HTML & CSS make her a unique and rare find in Newcastle. When taking on a new web build, Jess will meticulously plan her strategy and ensure that the end solution matches the design vision set by Redback’s Head Designer, Kyle. With sharp memory and eagerness to learn, Jess is an extremely valuable asset to the team – continuously delivering “pixel perfect” code.
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Kalyani
Campaigns & Analytics
Kalyani
Campaigns & Analytics
Favourite dance: Bollywood!
Dragan is a Senior PPC (Pay Per Click) Specialist who is a certified expert in all the major Google advertising channels. Kalyani has built and managed accounts across dozens of different industries with monthly ad spends starting as low as $250 and as high as $500,000.
At Redback, Kalyani’s job is to make sure our clients get the best bang for their buck on their Search Engine Marketing campaigns.
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Kyle
Head of Production
Kyle
Head of Production
Nickname: Greatest Creative Of All Time (G.C.O.A.T)
Kyle is the Head Designer at our sister company Redback Solutions, responsible for all creative direction and final product delivery. With more than a decade of experience in interactive design and development focusing on UX, usability, mobile and emerging media, Kyle leads Redback’s front-end team in the creation of high-end web products for small to medium sized business.
Having worked on hundreds of website projects across a range of different industries (from ballet schools to funeral homes to law firms), Kyle has made a career of innovating and evolving his design style to ensure each project speaks directly to the customer’s unique audience with the ultimate goal of improving their digital presence.
Kyle’s days revolve around solving overtly complicated interface requirements with simple and innovative design decisions. Obsessed with technology, pixel perfection and subtle interaction, his designs strive to strike the perfect balance between aesthetics, user experience and performance.
When he’s not at work he can be found having tea parties with his two beautiful daughters, giving the local tennis Pro a run for his money at the Courts, or doing one of many handy man projects at home for his lovely wife Tara.
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Lachlan
Junior SEO & Web Developer
Lachlan
Junior SEO & Web Developer
Downfall: Leaving his computer logged on while Dave is around
Lachlan is our resident content editing gun, focussed on supporting our web team in delivering high-end websites on time and on budget. Lachlan’s growing skill set extends to SEO and AdWords, recently taking ownership of several client projects from start to finish with maturity beyond his years.
No project is too big or small for this young fella with a kick ass positive attitude.
In his spare time, you’ll likely find Lachlan at the Tattoo parlour getting yet another tattoo for the collection.
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Shane
Web Developer
Shane
Web Developer
Likes his steak: "Well-don"
With 11 years experience as an on-site computer technician and 13 years under his belt as a web developer, Shane Welldon brings a vast variety of skills to the team. Our web team over at sister company Redback Solutions build a diverse range of WordPress sites – everything from single page start ups, to small business, to large eCommerce solutions – and it is Shane and Jess who we safely rely on as our go-to WordPress Specialists.
A seasoned business owner himself, Shane has been serving the local business community for over 12 years and has the calm disposition of a Zen-like master when it comes to problem solving even the mightiest of challenges.
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Jazz
Copywriter & Messaging Strategist
Jazz
Copywriter & Messaging Strategist
Favourite Colour: pink
Jazz is a cat obsessed content creative with 6 years of experience as a freelance writer and media officer.
(He has several years of experience prior to that as a market researcher, landscape gardener, news radio presenter, sourdough baker, aspiring novelist and software developer — but not all at the same time.)
Jazz sharpened his skills working as a speech writer and media officer for a Member of NSW State Parliament. He then went on to work closely with researchers and academics at the University of Newcastle, as part of their media team. Recently, he’s helped tell compelling stories about start-ups and innovative entrepreneurs for commercialisation consultancy gemaker. He now keeps busy helping our clients develop remarkable content for their websites, digital media and content marketing strategies.
What drives this passionate communicator forward?
People. Every business has people and their stories at its core and every customer is a person. As a writer and a human being engaged with the world, it’s the people around Jazz and the endless complexity of their inner worlds that fascinates him and motivates him to be the best communicator he can be.
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Your perfect audience is on YouTube
We’ll help you reach super-specific audiences with YouTube’s advanced ad targeting platform.
Let's talk video.YouTube Advertising FAQs
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What is YouTube advertising?
YouTube advertising enables you to create video campaigns in Google Ads in a range of video formats to engage customers on YouTube and other video partner sites. Like other forms of Google advertising, you have control over your budget and spend, and are also able to create different types of Ads. YouTube ads also has target options that let you narrow down your audience by age, gender, location, interests and more.
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Is YouTube advertising effective?
A unique benefit of YouTube advertising is that you only pay when someone watches your full ad (or at least 30 seconds of it) not just when the ad is shown. Now the second largest search engine in the world (trailing behind its parent company, Google), it receives over 30 million visits to the site every day and absorbs 400 hours of new video content every minute. With this much activity and a cost effective pricing strategy, YouTube video campaigns are now becoming more and more popular with business owners globally.
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What is a good view rate for YouTube ads?
What can be deemed as a good view rate for your YouTube ads, can change dramatically to the ads from the next business. Your niche and geographic targeting can alter the performance of your ad significantly. On average, around 25–30% of your viewers actually watch the full video, and the average click through rate (CTR) for a YouTube ad is 8%.
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How long should YouTube ads be?
Depending on what ad strategy type you chose to use, will depend on the length of your video. For example, non-skippable in-stream ads cannot be any longer than 15 seconds. While there is no limit on skippable in-stream ads, Google recommends using videos that are less than 3 minutes long.
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How much does it cost to have an ad on YouTube?
Like with all other Google advertising platforms, the cost to run a YouTube ad depends upon the quality of your video, your targeting and your overall goal. As YouTube advertising costs are calculated per view, you can expect to pay between $0.10 to $0.30 per view.
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What is happening to traditional TV advertising?
In short: It’s kinda dying.
Recent industry reports reveal that TV has lost 32% of its prime time audience in the 18-34 demographic and 19% in 25-54s since online alternatives like Netflix and Stan came into the market back in 2015. In addition to this stat, the latest Deloitte Media Consumer Survey showed 43% of respondents had a video streaming subscription like Netflix – a figure that is growing steeply year-on-year.
To be honest, this shift to non-advertiser funded “TV” platforms is a actually threat to the entire advertising industry.
As of now, the best way we see to approach this change is to start investing and testing digital video content and ad channels like YouTube, Facebook, Instagram and Linkedin.
FEEL LIKE WE’RE A FIT?
WE’D 💛 TO MEET YOU!
Please complete our quick form to request a video marketing consultation. We hope to be speaking with you very soon!
