I’m a huge fan of video marketing, and I spend a lot of time studying what works and what does not. Do you know what makes a good video marketing campaign? Why do some video campaigns succeed, while others bomb?
We’re going to discover this right now. This is going to be a two part series. First, we’ll go over what makes a great video and secondly we’ll set up the actual campaign.
You can’t have one without the other.
I know some of you hate the thought of spending hundreds of thousands of dollars on a video marketing campaign. We do too. We have been on a video set with a fortune 500 company that spent $12 million to create 12 simple videos.
They went nowhere.
Most of you can’t do that, but that should not prevent you from creating a successful video campaign. I am going show you how.
Creating A Video That Works
Who are the Harmon Brothers?
They’re guys that charge $500,000+ for a video marketing campaign because they can. They take on winning products like Chatbooks, Squatty Potty, Fiberfix, and Purple, and accelerate their growth with a video marketing campaign.
They do this by creating a great video and pushing it out through Facebook, Instagram, New Wires, Google, and YouTube. It’s a system that has proven to be very successful.
They don’t just create viral videos. That’s the aftermath of a great video, a great product, and money well spent on ads. We hate the word viral. Millions of views don’t mean that you’re going to sell product.
My kids have a video with 1.5 million views and they’ve never sold a thing or had one person reach out. Forget the word “viral.”
We’re going to focus on sales and growth.
Meaning, we’re able to scale campaigns to where we can spend more on ads and make more money. This should be the focus of every campaign. It’s what matters. It’s not about branding or views, it’s about sales.
Lets assume the life time value of your client is $200 and your video campaign is producing clients at $100. That is scalable. You can increase your spend which will increase revenue. That is the goal. Create a campaign that you can spend $1 in ads and get $2 back.
A great video marketing campaign looks like this;
Create a video (mobile friendly)
Launch the video on both Facebook and YouTube simultaneously
Purchase views, ads, and PR
Make adjustments according to the numbers
Scale up
What about your product?
Are successful video campaigns a success because of the product, or does the video campaign make the product successful?
Both!
Almost all the companies that Harmon Brothers worked with had some momentum and a budget. Very important!
Chatbooks is an amazing idea and a great app. Perfect for moms!
Squatty Potty actually works and was building momentum before their video hit the web.
Purple has one of the best mattresses.
Fiberfix is every man’s dream.
There’s no saving grace for a bad product or service. In fact, a video could accelerate the collapse of a business.
So before you even look into a campaign, make sure you have a great product or service.
It all starts with the script.
Everything starts with the video script.
I transcribed 3 different scripts and you’ll notice they have the same basic pattern of every other successful script…with a couple of exceptions.
Headline
Problem
Solution
Call to action
Wrapped in a story
Exceptions
Guarantees
Social proof
Overall benefit
Daniel Harmon, one of the founders of Harmon Brothers, said their videos are a mix between a branding video (Nike, Apple) and an infomercial (Shark Vacuum). That’s were the guarantee, social proof, and clear call to action come into play. Those are techniques that come from infomercials.
Here’s a simple breakdown of the Squatty Potty script and the Purple script.
H – Headline P – Problem S – Solution G – Guarantee CTA – Call To Action S Proof – Social Proof
You can see how they stick within a simple formula. Their opening scenes and headlines are exceptional. Go back and read the first line of the Squatty Potty Script. It’s a master piece. A Unicorn pooping on an ice cream cone is an attention grabber.
Let’s watch the Chatbooks video so that you can see the formula live.
Something that really stands out in the Chatbooks video is how much randomness is found in the script. If you do a quick break down here’s what you’ll get.
Problem – Making photo books sucks. It takes too much time, is expensive, and hard to do.
Solution – Chatbooks will do the work for you. It’s easy to use, takes no time, and only cost $8.
Their video could have done this in 30 seconds, but it took well over 3 minutes.
Why?
They needed you to buy into the story.
This is where the difficulty lies.
When creating a video script you must know your target audience and get them to buy into the story. If you can make this happen in 30 seconds, great. If not, don’t worry about the length. Do what it takes.
The message should dictate your video length. The length should not dictate your message unless the video has a time restriction. Like a 30 second TV commercial. Everyone says our attention spam is getting worse and nobody will watch a 3 minute video.
That’s simply not the case.
Nobody will watch a 3 minute video that is boring and does not apply to them. Big difference!
Creating the right message takes time, collaboration, and a great team.
Who do you think wrote the Chatbooks script? It was written by a woman who grew up in a crazy house with a lot of brothers and sisters. Here she is.
She nailed the message perfectly for mothers. What mother doesn’t see herself in some of those same situations?
Know your target audience and speak to them.
Here’s your takeaway.
Use the formula above. Headline, Problem, Solution, Guarantee, Call To Action, Social Proof, all wrapped up in a story.
Grab attention in the first 5 seconds. (woman fully clothed in the bathtub).
Figure out your exact target audience and speak to them.
Pick a character or story your target audience would relate to.
Once the script is wrapped up, send it out to a couple of people and get some feedback. Don’t expect to nail it on your first time. You will have to adjust headlines and call to actions. This is how you optimize a campaign.
Now you’re ready for production. I am not going to dive into the production process. We will leave that up to the creators, editors, and producers
The one piece of advice, to owners and CEOs, is to step aside and let the creatives do what you hired them to do.
Your opinion does matter, but at the end of the day, the results matter more. Let them go to work.
Here is a copy of the Chatbook’s script if you would like to break it down. A lot of times it is easier to use a template then try and create a whole new script from scratch.
Remarketing is good, but video remarketing is amazing. It’s extremely under utilized and simple to implement. This post is going to walk you through how to set up a full video marketing campaign.
Video remarketing is a powerful and cost-effective way to show ads to people who have already interacted with your website and YouTube videos. The benefits include:
Reminds people about your product or service
Builds deeper relationships
Keeps your brand in front of them
Increases purchases
Lowers your cost per conversion
Increases revenue
Here’s quick overview of how it works.
A visitor comes to your website or your YouTube channel and takes a peek into your product or service. They look around, but leave without taking any type of action. Although this is frustrating, 87% of visitors are going to bounce off of your website and never come back.
This does not mean that they are not interested. We just need to be more proactive and keep our message in front of them.
A person like me takes 10 to 12 touches before I decide to make a purchasing decision. Especially, if it’s a big one. A touch is considered an email, video, text, phone call, etc.
We tend to give up way to soon on our prospective buyers.
“Visitors who return to your sites dramatically outperform new visitors. New visitors spend an average of 2 minutes 31 seconds onsite, compared with 5 minutes 31 seconds for returning visitors. This is a difference of over 100%. When looking at pages viewed per visit, we see that new visitors view an average of 3.88 pages per visit, but return visitors look at 5.55 pages per visit.
Return visitors not only spend more time on your site and view more pages, but they are also more likely to make purchases and become evangelists for your brand.” KISSMETRICS
It’s not easy to get a visitor to your website. So why are we willing to let them go quietly? It’s time we make some noise and keep them coming back to your website.
I am going to show you how to keep them coming back with a VideoRe-marketing Campaign.
YouTube Display Network (YouTube Video) vs Google Display (Banner Ads)
“YouTube outperforms all other networks and is the only social network that has both better time on site and more pages viewed per visit than the site average. Therefore, video should be seriously considered as a medium for growing brand awareness and for connecting with potential new customers.”
We recommend using both a video remarketing ad and a simple banner ad. It doesn’t need to be an either or. You will get a much higher return on investment with a video ad, but don’t abandon your banner ad campaign.
What Does A Good Banner Ad Looks Like?
I want to show you what a good banner ad looks like. The goal is conversion not pretty.
Banner ads can show up all around the internet on different websites. You can hand pick the sites you want or allow google to pick them for you.
Bad Idea…
If you allow Google to pick your placement, you’ll show up on kids sites, gaming website, and random anonymous sites. This has always been a huge problem with display ads. You never really know if they are being seen. We know this.
Half of paid online display ads have never been seen by a human.
Agencies get kickbacks from display networks.
Bot traffic is used to trick the advertisers out of more money and to increase the
bottom line of both the agency and the network.
Now for the fun part. You can use remarketing for video campaigns similarly to the way you’d use them for Display Network or Search Network campaigns.
Video remarketing requires that you have a really good explainer video. You can get one from Ydraw if you need a good one, or you can create your own. It doesn’t matter.
But what does matter is:
Your copy (the video script)
Your Headline (Does it grab attention?)
The Story (Why should they care?)
Your Solution (How are you going to solve their problem?)
Call To Action (What exact step do you want them to take?)
The video can be 30 seconds or 10 minutes. It’s totally up to you. The most important thing is that you have one.
Here’s some examples.
Here’s what Zendesk could do with this video. A visitor comes to the the website and gets a cookie placed on their browser. Zendesk can now run the video above as a YouTube remarketing ad.
So when the visitor is watching a simple music video, they will be served up a Zendesk ad. After the visitor watches the ad, Zendesk could then remarket with another video. Like this one:
That’s 3 touches, 7 more to go..:)
My only complaint is the fact that Zendesk has a lousy call to action at the end of their videos. They never ask the viewer to do anything.
They say it’s “branding,” but it’s a mistake. Ask your audience to take action.
Let’s look at another example. This is something simple that Grant Cardone could do with a Video Remarketing Campaign.
Currently he is pitching his $5000 retreat in Miami.
grantcardonebootcamp.com/
When it comes to spending $5000 on a retreat, you have to plan on multiple touches.
Step 1. Mr. Cardone needs a video.
Grant could record a simple video that would invite you to come back and take a second look. The video doesn’t need to be some expensive master piece. He can pull out his phone and shoot a video in 2 minutes.
It would be helpful to offer a promotion to visitors that did not buy. Something with urgency.
Step 2: Upload the video to YouTube.
Mr. Cardon would then have to head on over to YouTube and upload the video. All YouTube video campaigns pull from YouTube videos. You need a good YouTube channel.
Step 3: Setup the remarketing campaign. (instruction below)
Do you realize how powerful that is? A personal invite from Grant Cardone right before you watch a Taylor Swift music video.
I love it!
With video ads, you’re able to deliver an exact message to people who have already shown interest in your product or service.
note: This can also be done with a remarketing campaign on Facebook, but that’s for another day.
How To Set Up A Video Remarketing Campaign.
Make sure your Google Analytics code is on your website. You can also use Adwords or tag manager.
I am going to give you the 10 steps to set up your video retargeting campaign with adwords. After, you can watch the video and actually see how it’s done.
Connect your YouTube account to your Google AdWords account
Log into your AdWords account
Click “Shared library > Audiences > View
Add a remarketing tag to your web page
Create a remarketing list
Set-up a new Video Ads Campaign
Under “Video Targeting” select “Remarketing”
Select the remarketing list you previously created
Click “save”
Watch and adjust according.
You can use remarketing for video campaigns similarly to the way you’d use them for Display Network or Search Network campaigns. There are specific remarketing list types that are tailored to help you show your ads to people who’ve been to your website and have seen your YouTube videos.
**A Note From Google”
It’s important to be careful using multiple types of targeting. If you use more than one targeting method at a time, AdWords will apply them all. For example, if you target a specific keyword, age, and channel, your ads will only be shown when all those methods match your ad at the same time. This can restrict your impressions significantly. Therefore, it’s not recommended to pair remarketing lists with multiple types of targeting, like demographics or interests. It’s best to target broadly, and opt in to all video ad formats.
**A remarketing list must have at least 100 active visitors within the last 30 days before you can show an ad to people on the list.**
The video below will walk you through the steps and you will be able to see how it’s done.
That’s it.
Simple right?
Now it’s time to go out and set up your own campaign. You will love it.
Let me know if you have any questions. I would like to hear how your video remarketing campaigns are doing.
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Video Transcript – Video Remarketing Campaign
What’s up, guys. This is Jace over here at Marketing Hy and today we’re going to go over how to set up a video remarketing campaign. This goes along with a blog. It’s going to be quick. If you want to jump over to the blog, you can find that at marketinghy.com.
If you’re here already, great, welcome. I’m going to show you how to set this up.
The reason you want a video remarketing campaign is because with remarketing you’re able to bring those people back to your site. A person like me takes multiple touches before I decide to buy a product or service, especially if it’s expensive.
If you’re getting into the thousands of dollars, you need to always be in front of these customers and get a minimum of eight to thirteen touches before they’re going to buy. The best way to do that is one, not only to show them banner ads, which banner ads really aren’t that effective.
You need to jump over and do an actual video remarketing campaign, so that they can hear your message, they can watch your message, and it’s just cool. I love it when I go to a website and then I’m over on a YouTube video or a music video or something like that, and their message pops up in front. It doesn’t happen that often, a lot of companies are not using this.
I’m going to show you how to actually set up this video remarketing campaign.
Video Ad Campaign
First thing you want to do is set up audience, so over here under ‘shared library’, click your audiences, and we are going to set up a list. So you click here and just say, “I’m going to set up website visitors.” You’ll have to … they’re going to give you a tag. If you haven’t done so already, you need to put that tag on your website, and it’s a simple code, very easy to do. You can do it yourself or have your web guy do it. You’re going to name this list, we can call it ‘video remarketing’.
I already got plenty of these, so I’m not going to do it here. Visitors of a page, you can tell it the exact page you want them to visit. You can extend this out 30 days. What I like to do, I like to set up a 7, 14, 30, 90, 180, I set up a ton of different remarketing campaigns or audiences.
Once that audience is set up, you can just jump over here and go to campaigns. Under ‘campaigns’ we’re going to put a new video campaign. Let’s label this ‘remarketing’, ‘video remarketing’ better.
Scroll down. You’ll want to do it on in-stream or video discovery ads. We’re just going to put ten dollars a day. We’ll leave it here, YouTube search, YouTube videos. Now, the difference here is the YouTube search is going to show up in the right-hand columns or sometimes up at the top. The YouTube videos, this is going to show in-stream.
And then since I am doing a video remarketing campaign, I don’t care, you can leave these ones on. United States, simple, you can put ‘ad delivery’. Always do a frequency cap, so two views a day is fine. You don’t want to bombard people, and impressions you can always say two or three impressions per day. That might be too much for some of you. Save. Remarketing.
Now here’s you’re going to pick your video, so this one actually is a really good one right here. I’m going to do in-stream. Ideally, what you’d like to do is drive them to an actual landing page. With video remarketing ads you always should have a good strong call to action on the end of your video, and then also drive them to a landing page. If you don’t have that right now, great. Just keep them coming back to your site. You can put your site information there. We’re going to go six cents.
Actually, since it is remarketing, I’m going to go higher, 13 cents. Popular videos, don’t mess with that. I will then click over here. Any interest, okay. We don’t want it to pop up to any interest, but that’s … yeah, we’re going to leave it on the interest. Here we go, video remarketing list. Now, a video remarketing list, these are people who’ve watched certain videos. Like if they’ve viewed this video, I’m hitting them up with a cookie.
Video Remarketing Lists
So, there’s a video remarketing list or your AdWords remarketing list. The one we just set up was an AdWords, and I can say, okay, visitors for the last 90 days. Bam, done. Okay? That is it, so very simple. That is how you’re going to set up a video remarketing campaign. A couple of things you want to be aware of, you need to have at least 100 people on your list before it’s going to show. Another thing is, you don’t want to start adding all of these interests, placements and everything into this. Your target is your remarketing. Separate those things out. Don’t put everything on one campaign, that can cause some issues.
Got it? I hope this helps. Go out there, test it, put it to use. If you have questions, feel free to reach out to us, visit marketinghy.com. Subscribe to our channel. We always are putting out new videos, especially if there’s changes with Google or any type of video ads. So if anything comes down the line in video remarketing, we’re usually going to post about it. So you’ll want to subscribe.
“I know thy works, that thou art neither cold nor hot: I would thou wert cold or hot. So then because thou art lukewarm, and neither cold nor hot, I will spue thee out of my mouth.” The Bible
Confused yet?
Let me explain.
One of the big mistakes people make when creating a video, especially from scratch, is they don’t POLARIZE. They do not do want to offend anyone so they keep everything general.
Polarity is probably the number one reason why a video and your message fails.
We work with some of the biggest companies in the world and it’s frustrating how much effort, money, and resources are spent trying not to offend the masses. Instead of focusing their message on their fans and users, they get distracted and try and create a message that makes everyone happy.
Not saying you can’t have both…
Well actually, yes I am.
Lukewarm is the enemy.
Examples…
“Please make sure the drawings include one girl, one black guy, two Chinese people, one gay guy and a tranny. We want to make sure the world knows how diverse we are.”
“Our product or service is for everyone. We have to make sure we include the following features…..”
“We can’t say that. We may offend someone.”
“Hurry take down the video because we had a complaint.”
“But ignoring a portion of our customers needs might backfire. Our complaints could skyrocket.”
Or… “We’re getting calls from some of our customers who find our video offensive. Shouldn’t we create videos that all our customers like?”
I always tell my clients that a great way to know if their marketing works…is by the number of angry responses you get. You will have haters.
“When your messages cause polarity, it attracts attention and people will pay for it. Neutrality is boring, and rarely is money made or changed created when you stay neutral. Being polar is what will attract raving fans and people who will follow you and pay for your advice.” Russel Brunson
This may hurt…
If you’re like me, you hate when people do not like you. It’s actually a real struggle for me. I come across that it doesn’t bother me, but deep down it does. I want people to like me and my intentions are to help them.
Every email sequence I send out, I will get a couple of harsh responses sent back to me. It’s frustrating and can turn into a time suck. I used to respond, but I have learned to let it go and spend time and resources with those who are my fans.
For every 100 people that love you, there’s a few that will hate.
Just move on.
“You see, marketing formulated for the masses is guaranteed to deliver quiet and understated ad copy, and creating a likable ad isn’t your goal. Again, your goal is persuasion. So choose who to lose and let the cash register determine the success of your marketing.”
Here’s a story for you.
Have you ever wanted to admit that you are #2 in your market? Me neither. I would think this would be a formula for instant disaster.
Think again.
In 1962, Avis was going under and they needed to make a change quickly. Since its inception, Hertz was the dominate player in the care rental space and AVIS was clearly going down.
So the ad agency Doyle Dane Bernbach decided to pitch a different kind of Idea to the executive. They would embrace their second-place status as a sneaky way to tout the brand’s customer service.
I have not idea how they got the executives to buy into this. I can hear the complaints now. I guess when a company is desperate they are willing to try anything.
Here is a screen shot of the ad.
“When you’re only No. 2, you try harder. Or else.”
Within a few years Avis had taken a huge market share and were no longer #2.
Here’s another one of their ads.
“Don’t be afraid to polarize people. Most companies want to create the holy grail of products that appeals to every demographic, social-economic background, and geographic location. To attempt to do so guarantees mediocrity. Instead, create great products that make segments of people very happy. And fear not if these products make other segments unhappy. The worst case is to incite no passionate reactions at all, and that happens when companies try to make everyone happy.” Guy Kawasaki
When can this polarity fire?
When you cross the line into CRAZY.
A good example of this is Kathy Griffin. She has always been polarizing and it served her well. She has made millions. You either love her or hate her. She had a loyal following that produced a lot of money and fame.
But…
Everything came to a screeching and pathetic halt with her latest stunt. Kathy Griffin crossed the crazy line. Even her loyal fans have deserted her.
This seldom happens so do not let Kathy’s story be an excuse on why you should not push the line.
A video that is trying to target everybody: skinny, fat, big, small, old, young. May not offend. But, it’s just another flavor of vanilla. If you don’t polarize your audience, you don’t create a following.
If you do not create a following, you will not have enough persuasion to get them to purchase your product or service.
Most businesses have a hard time deciding where they want to run their ads. Google may work, but can get pretty costly. Facebook is the cheapest; but may not get you actual customers, YouTube takes a lot of work plus a video, and Linkedin still can’t figure out their ad platform.
Where are going to run you ads?
In this video we will go over the pros and cons of each platform and which one will work for you.
In this video we are going to be going over what is better and what you should be running as far as ads goes and we’re going to compare Google AdWords, Facebook ads, YouTube ads, and LinkedIn ads.
Those are the four we’re going to discuss. First off, let’s go over each one of them.
1. Google Adwords
Basically, Google AdWords it controls mainly search campaigns, display campaigns, YouTube campaigns so all within Google AdWords you can find those types of things.
Here’s my experience with Google AdWords, I love Google AdWords but some businesses can lose a lot of money quickly and I’m going to discuss those.
Any business that people have an urgent need for works well. If you’re a dental practice or orthodontics practice where somebody needs a quick tooth fix. These work excellent for AdWords. If you’re in any type of niche market, excellent for AdWords.
When you start getting into personal injury or hotels or those types of things, you start competing with the big boys which can get very expensive and you can blow your budget quickly. I’m going to show you how our AdWords works for one of my companies, I’ll show you how our Facebook works, how YouTube works and then you can get a good feel for our ROI on both those. Let’s jump over first off into AdWords and discuss this.
This is for Ydraw, we do whiteboard animation. We have a bunch of different campaigns running so we have search campaigns which are over here on the left. We’re going after the words whiteboard, explainer video, whiteboard animation and you can look, let’s look at this one. This is one of our main keywords.
If you look at whiteboard animation, here is our campaign. We got 320 clicks. My average cost per click is $8 and I had 65 conversions. My average cost per conversion is $40. Okay, my conversion rate is 20%, that means they are opting in, they are filling out information to get pricing. Now, good things about this is I do work a lot on my AdWords campaign and AdWords campaign cannot just be set it and forget it. You have to actually put in the time necessary to get your quality scores up, make sure you’re going after the right keywords, make sure you have landing pages set up with those. Now, if you click on one of these search campaigns I also have a whiteboard remarketing campaign.
Anyone who hits that page then goes into my remarketing and you can see that this month, last 14 days, this is the last 14, let’s go last 30 to give you a good sense. Last 30 days I’ve had 94 clicks and this is remarketing only. My cost per converted click is $20. My conversion rate 10%. Now, this is when somebody already clicks on one of my ads then they turn around and they see one of my banner ads then they come back to the website and request pricing. Got it? That works really well. Now, a lot of you might look at my cost per lead is $20 here, on remarketing it’s $40 on AdWords. It can go as high as 70. The price of the product makes all the difference. Okay, if you are trying to sell a $19 product or a $25 product, you’re going to start to struggle.
The numbers are going to be real tight. When you start getting into the thousands then it’s very profitable. I can spend two, $300 per lead and be okay as long as I am closing one in ten deals. Got it? That is a good look at the Google AdWords campaign. It works, you should be running ads. You need to at least test it but don’t do it on your own. Make sure you get a professional or learn the way you should be running AdWords or go take classes, whatever you need to do. Don’t just jump in and start throwing money at it because you’re most likely going to lose. There’s a lot more that goes into it. I’ll just give you a little hint, on your keywords make sure you use phrase match, broad modifier and exact. Do not mess with the normal just broad keywords, you will get beat. Got it?
AdWords, I love AdWords. It works great for emergency medical, works great for niche products, as long as your price is high enough.
2. Facebook Ads
Now, let’s jump over to Facebook. Facebook works really well for most businesses. If you go into this, here’s the Facebook campaign that I’m running for the same company. I am requesting the exact same thing. I wanted to request pricing. You’ll see my cost per lead right here on this campaigns is $8 per lead, $8 per lead. I don’t like that, that seems high to me. I’ll probably jump in and start adjusting them. I’d rather be down in the three range. Now, a lot of you might be wondering, “Hey, he’s getting $8 leads here but he’s getting $20 leads over on Google AdWords,” or $40 leads, or $50 leads.
There’s a whole different return on investment and you need to treat each channel differently. You don’t want to go on to your AdWords campaign and think, “Oh, well I’m only getting 20, I’m getting a $20 lead over here but Facebook is $2. I’m going to put all my money into Facebook.” No, because your ROI could be a lot higher on Google because they are actually searching for your product or service. Facebook, they see it, it might pique interest, they might be like, “Oh, I just want to test out and see what pricing is,” and then they’ll fill out a form. Okay? I treat every channel as its separate channel as long as I’m getting a return on investment on that channel I will expand it. We have $8 leads, $3 leads, $5 leads. These are remarketing, some of these are remarketing campaigns. Got it?
Then I have a little engagement running. If you’re coaches, network marketing, fitness, all of those types of products worked really well on Facebook ads. A lot of people say B2B does not work on Facebook ads, I beg to differ, I’ve seen it work all the time. You just had to be very targeted. The best thing about Facebook is you can really nail down your audience. We do a lot with Boys Home Treatment Centers and Facebook has been a huge avenue for them. Got it? Because they are able to interact right there on the channel, on the Facebook page.
3. YouTube Ads
Back to our YouTube ads, okay, YouTube ads and I’ll lump in Gmail ads with this. YouTube ads are great way for remarketing.
I love them for remarketing and they are great way to get in front of your target audience. The only problem is you are so limited. If you go out there and create a video, then what you want to do is find the exact videos you want to play on. You can do things like take your competitor’s clients if you want because you can run in front of your competitors.
You can pick the exact videos you want to run in front, you can cater the message, there’s a lot you can do with YouTube ads but what a lot of people do is go out there and they just set their YouTube ads to run in front of all types of videos like Taylor Swift videos, Wheels On The Bus, and they will lose a lot of money and it’s not really a good way to go about it.
If you look at this one, I’ll just show you real quick. Let’s go to video campaigns. If we nail down and say okay, let’s take a look at specific placements. Okay, my cost per conversion this is just placement where I’ve picked where I want them to play, now I’m going pretty broad here. Look at my cost per conversion, $185. Now, does that work? Yes. It still works really well. Now, I’ve seen them as low as 13 cents. If we nail down this campaign and go into the placements I could turn off a lot of placements and get a very, very good return like take a look let’s go all time. Okay, if you go all time, the numbers look a little better and this is a YouTube campaign, I’m getting conversions, 313 conversions, $35 per conversion and these are all on YouTube ads.
You can see, YouTube ads work once again for this product and you just have to be very strategic about it, don’t go out there and spend a huge amount of money until you get the numbers figured out. Got it? I like YouTube ads, they work.
4. Linkedin Ads
Now, finally, let’s discuss LinkedIn ads. LinkedIn ads I have tried and they are so expensive and I need to try them again. It was a year ago when I started to run LinkedIn ads. Why it was so expensive? They were charging almost $25 a click is what it came out to be to get somebody to my website. I hope they fixed it since then but the rule on LinkedIn ads, you have to have a very high ticket item. You need to be in the 7, 10,000, $15,000 range and you can make LinkedIn ads work for you.
I’m not going to show you LinkedIn ads. I think this video is going to be long enough but take a look at them, make sure you test every single one of these things so Google AdWords, Facebook, YouTube ads and LinkedIn. A key to all of these is an email campaign behind it. Don’t be running ads unless you have a good follow up email campaign.
If you go look at a lot of my leads on my analytics come in from my email so I capture their attention by running ads in these places. Once I get them into my drip system then they go into an email sequence. Don’t forget direct mail, don’t forget cold emails, cold-calling, all those other things work but if you’re in certain types of businesses, you have to be running Google AdWords.
I really tell urgent care centers, hospitals, stuff like that, they should be running AdWords, dentists, doctors, those guys, niche products, plumbers, all those guys should be running ads. Facebook, you should be doing Facebook ads whether it’s just for remarketing, YouTube ads, spend $2 a day on YouTube ads and then LinkedIn ads, that’s the only one that I wouldn’t recommend for most people. Got it? If you have questions, you can always visit our website, go to marketinghy.com or if you do need a video we have ydraw.com, we can do whiteboard animation, whatever you need. Let us know and hope you enjoyed the video. See you.
Google vs Facebook vs YouTube vs Linkedin. Where should you be running ads?
Are you a small business owner looking to grow your business? Here are 8 websites I like to sue to grow my businesses.
Hey everyone
Thanks for visiting our site. Below we are going to go over the different website that I use on a daily basis to grow my businesses. Some of them you will be able to use, others you will not. Whenever I give my opinion or advice I would recommend you take what is useful and discard the rest.
Hope this helps.
Hey, good morning. This is Jace over at Marketing High, and today we are going to be discussing eight websites I use to help grow my businesses. A little history, I’ve grown multiple businesses past in the millions, so I thought I would share with you guys eight websites I use, or things I use to help grow my businesses, and this is mainly for … Well, it can be for big corporations, or it could be for small businesses, but mainly it’s for people who are bootstrapping, trying to get their message out there, trying to sell their product. This is the easy way to do it. I’m going to go through the list, and then we can turn around, I’ll show you what I like about each feature, and hopefully you can take some of this and apply it to your business. Let’s get started.
1. Adwords
2. Facebook
3. Upwork
4. YouTube
5. Infusionsoft
6. WPEngine
7. Google Domains and Apps
8. Elegant Themes
First, AdWords. For many of you know, I’m a big fan of AdWords. I’ll show you some examples here in a second. Number two, Facebook. You need to learn Facebook. Now, that could change in the future, but for right now, Facebook is a good way to produce leads. Use Upwork. Upwork is a place you can go get cheap work. It’s really nice, because you can hire people that know what they’re doing, and you can fire them with a click of the button. You don’t have to worry if you’re in the US about all the crazy worker’s comp, all the rules and regulations, so it’s really good for small businesses.
YouTube, get your message out there. Infusionsoft, that’s our email service that does all of our email campaigns. They do a lot more, but I mainly use it for emails, and followup sequences, which I’ll show you. WPEngine, I love that for hosting. They are more expensive, way more than GoDaddy or those types of companies, but they’re very good, very customer-friendly. Plan on spending over $1,000 a year if you want to go that route. Then you have Google Domains and Apps for emails and for domains, I’ll show you, and then the last one is Elegant Themes.
First off, let’s jump over here to an AdWords campaign. I do a lot of marketing for other companies, so here is an example of one. It’s an urgent med health center, urgent care center, and they’re located in a certain city. What we did, we turned around and said, “Okay, we’re going to set up an easy AdWords campaign. Nothing exciting, nothing crazy.” You can learn how to do this on your own. You just have to make sure you don’t make dumb mistakes, like be really strict on the words. Don’t allow Google to just go out there and put the words they want to put in there. You need to be very strict.
In the last 14 days, this little campaign has drove them nine conversions. That’s nine phone calls. That doesn’t include your 61 website clicks of people going to the website. Conversion rate, about 14%. Now, that’s really, really good. Whenever anyone’s in that city, if you own an urgent care, you want to show up. You need to be there on search engines. If you’re a small business owner, you have to get used to using AdWords. Now, it might not be the most cost-effective thing for you, but you can always get a good return. You just need to limit your keywords down to exactly what you want, and then let it run. Let it run for the rest of your company’s history. I have one company, Ydraw. We’ve been running an AdWords campaign for well … Going on five years now. It still produces. We have like a 15% conversion rate on it, and there are certain keywords that we get leads day in and day out, and it works. Get used to AdWords. You’ll want to use it if you are a small business owner.
Next, you need to get good with Facebook. Facebook is an easy way to get your message out there. You can see I’m running campaigns right now, and I have 45 conversions for $122. That is really cheap. I mean, that’s less than $3 per conversion, so I am getting people who are interested. I am collecting emails with just Facebook ads. Once again, there are so many videos. We’ve even shot our own videos on how to run Facebook ads. That’s a simple way to get your message out there.
Next is Upwork. I love Upwork. Upwork is a place you can go hire, you can go fire. You can see I’m running cold emails, data mining, take forms. You can see what we do, and hire, and all you do is post a job, and you can pay people $10. You can actually find some really good people that do huge amounts, so that’s another thing you can do. Upwork, easy, cheap labor. YouTube, obviously I like YouTube to deliver my message. Some people might not want to use YouTube. It’s fine, but you can jump over to my channel right here on YouTube and see that we love YouTube. We record videos often. It’s just a good way to get our message out there. We run YouTube ads, so it’s a good thing for small businesses.
Next, Infusionsoft. Infusionsoft might be a little complicated. They are for small businesses, but then again, they’re not in some ways. I think they are being passed up. I just do. I’ve thought many times, “I’m going to jump over to like an AWeber or a MailChimp,” but I’ve just kept it here for now. They’re good. They’ve been around a long time. They have this campaign builder, which used to be kind of the big thing. Let me show it to you. Whenever you’re out there marketing as a small business, you have to make sure that you collect email addresses, that you get information. You have to make an offer. Whenever you’re running AdWords campaigns, whenever you’re doing Facebook campaigns, you have to have some type of offer for them to opt-in. Then you collect their email address, and then you can go here and look at our sequence.
Here’s all these forms that are collecting, and this is what’s nice about Infusionsoft. They have forms, and then you can just build out these campaigns so you know what’s happening. They get tagged, and then they go through this email sequence where I educate them, where I help them out, answer any of their questions, and you can see they get a day one, day two, day four, and that’s how you move them through the funnel from top of funnel to bottom. Email marketing is big. A lot of times you can take all of those emails and then run remarketing ads to them, upload them back into Facebook, those types of things.
Now, number six is WPEngine. Like I said, great if you’re a WordPress, if you’re hosting for WordPress. I like WPEngine. They work well. GoDaddy and those places were just too slow. For cheap, if you don’t have enough money, if you’re looking only to spend $5, GoDaddy works great. That’s kind of who I started out with when I first started building websites. Seven, Google Domains and Apps. Pretty self-explanatory. I like Google Domains. They are in beta right now, but the user experience is really good. It’s easy to buy domain. It’s easy to set up email. It’s easy to do forwarding emails. It’s just a simple, simple platform. Like them.
Lastly, Elegant Themes. That, I use what’s called the Divi theme to build out our websites. If you look at our website, this is the Divi theme. It’s really easy to use. They put a lot of work into it. You can check out like our blog, but this is all built in the Divi theme, which I like.
There you have it. Eight websites I use to grow my businesses. Feel free to use some of them, forget some of them. I would say like number five, AWeber’s a great choice. MailChimp is a great choice when you’re first getting started. They run about $19 a month. I have a lot of accounts with them too, where some of our businesses we market for are on Aweber. GoDaddy is a good substitution here. There are some other freelance websites out there, but Upwork is the one I use, and then obviously AdWords, Facebook. You can go get all the tutorials you want on how to create AdWords campaigns.
I hope that helps. Go out there, get to work, start testing it. Don’t give up too soon on all of this. It takes work. It takes learning it. Practice. A lot of people quit too soon, especially like on AdWords. They just don’t put in enough effort, and then next thing you know, they lose money, and then they quit, and they’re down. Get out there, get to work, learn, provide value, and you’ll be able to grow your business. Hope that helps. See ya.
I just finished speaking at a video marketing event in Florida and as I am flying home I want to introduce you to the 5 video marketing campaigns you should be running. Let me explain why I decided to write this.
During the event, my slides did not work, so I had to shoot from the hip and change up my presentation. I improvised. It ended up working because I pulled in some audience participation. I was stunned with their responses. I quickly learned that video marketing is STILL not being used.
Here is the first question I asked…
How many of you are running YouTube ads?
1 person in the whole audience raised their hand.
This was surprising because the audience was full of digital marketers and they are supposed to keep up on the latest and greatest.
Some of them actually own agencies.
Depressing…
Next question.
How many of you are running Gmail video ads?
Nada, zero, zip, zilch. The crowd was silent.
Gmail Video Ads started to get popular back in 2015 and nobody was doing it.
I was stunned and a little baffled on what I was seeing
So…
Third question.
How many of you actually know anything about digital marketing?
Laughter.
They knew where I was coming from. They could see my disappointment and I had to give them a hard time.
1. YouTube Video Campaign. Both In-stream and In-display.
2. Gmail Video Campaign.
3. YouTube Remarketing Campaign.
4. Facebook Video Campaign.
5. Facebook Remarketing Campaign.
I am going to walk you through these 5 campaigns with video, so let’s get started.
If you have any questions on how to implement these video marketing strategies, let us know. We would be happy to help
Video Transcript.
We’re going to go over the five video marketing campaigns that I think every business should be running. This is part of a blog sequence where I discuss a little bit about where this came from. Here are five things that all businesses should be running. Not things, video marketing campaigns. The first thing is a YouTube video campaign, both in stream and in display. I’m going to show you what those are in a second. I think all businesses should be running a Gmail video campaign and YouTube remarketing campaign, a Facebook video campaign, and obviously a Facebook remarketing campaign.
If I bring over a browser, I jump over here to YouTube. It’s always good if you’re any type of business. Most businesses have competitors, so let’s say you’re in the pest control. Pest control. If you type in “pest control company,” a lot of times what you can do is you can play your video in front of your competitors’ videos. Some competitors don’t allow for videos, some do. What I like to do is I like to go down and find the videos that will allow you to play on them, and anything to do with pest control, we’re going to want to run your video on those videos. Simple thing to do. It costs maybe 8-12 cents a view, and they have to watch out past 30 seconds for it to be counted as a view.
If you have questions on that, there’s a ton other videos in our channel that you can look at to learn more about YouTube ads. You want to run in stream ads. Those are the ads that play in front of a video, and then you want to run in display ads. If you type in “cars,” type in … Knowing our luck, I’m not … Right up here, this one, High T Black Limited Offer, that is a display ad. That’s the first campaign that companies should be running.
The next one are Gmail video ads. Same concept. It’s just a way for you to get in front of your target audience. Jump over here to Gmail account. Right here under promotions are these Gmail ads. Right here, “Apply for a credit card.” Now, Gmail will take a look at what’s happening within your Gmail accounts, and they will serve you up an ad. They’re getting very good at this, at targeting things to what you like now. There’s always growing pains, but day by day they’re improving. Very smart to do, very few companies are doing this right now, and I don’t know why. My click-through rates, my conversion rates are extremely high on Gmail video ads.
Very simple to do. You set it up same place you set up your YouTube ads. It’s right there in the AdWords back office. We have other videos that if you want to take a look at, you can go check those out, that teach you how to set up Gmail video ads. Real quick, this is an image ad, you can actually stick your video right here, and they can watch it right within their Gmail. Another one, YouTube remarketing campaign, so how this works is let’s say you go to my YouTube channel. Well, this video right now. You’re watching this video, well what’s happening while you’re watching this video, you are getting a cookie or YouTube is keeping track of all the videos you’re watching. Now, I am building a list according to anyone who watches me videos, that way I can turn around and remarket to them, I can run them other types of videos.
Simple thing, very cost effective, very easy to do, so the third one is YouTube remarketing campaigns. Next is Facebook video campaigns and Facebook remarketing campaigns. Just like in Google, on Facebook you need to be cookieing your audience, you need to be tracking your audience, seeing how they interact with your webpage so that you can run them a remarketing campaign and we found that Facebook actually … Well, let’s just bring up a Facebook feed. If you can do Facebook video campaigns, it’s very effective. if I just scroll down through my feed, here’s one, this is [Doma 00:04:42], that’s an ad there. Gary Vaynerchuk, just fly down through here, let’s look at some ads. Here’s an ad where you can do a video ad right here where they can watch your video.
You can give them a message, once again very cheap. Now, the only problem … The big difference between Facebook and Google is the fact that if you start to watch a video, three seconds in, Facebook counts that as a view. Bad idea, but hey, we’ll live with it. Now, Google on the other hand, they aren’t going to count a view unless they watched 30 seconds. Still, very effective. You can do Facebook remarketing also if people have watched your videos. You can then turn around and remarket to them within Facebook. Let’s see if we can see one more sponsored ad. Okay. Real quick, here’s one. You click on this, it’s not an actual video, but here’s another ad, and this is just getting served up according to their interest, according to the audience they chose. Go it.
Very simple. Once again, just to repeat, these are five video campaigns that every business should be running. You’ve got a YouTube video campaign, both in stream and in display, Gmail video campaigns, YouTube remarketing campaign, Facebook video campaign, and Facebook remarketing campaign. Doesn’t need to be expensive. You can spend $5 a day on Gmail ads and get some pretty good results, $5 on YouTube, get some good views. Costs should be around 10 cents. Same with Facebook, Facebook remarketing, you don’t have to spend a lot. Now, the more you can spend, the better, so it’s always a good thing.
If you have questions, you can always look us up, check out our other videos, go to MarketingHy.com, that’s H-y.com, and if you have any questions you can always email me, jace@marketinghy.com, and that is it. Have a good day, hope to see you implement these. Talk to you later.
