Here is a broad YouTube strategy that works really well and has proven to be successful for many different companies.
Create a good YouTube video that entertains, educates and asks the audience to take action. (brands like Dollarshave Club, Purple and Chatbooks)
Build out a YouTube Ad campaign that will target the right consumers.
Nurture the audience with 8 to 12 touches
Video views on YouTube and Facebook are a lot cheaper than clicks on Google Search Ads. But it’s still a risky investment. That’s because there is a lag between someone seeing an ad and the actual purchase. Few people will see the ad on YouTube and buy a right away. You have to Nurture the audience.
The hardest part of a YouTube ad campaign is the attribution (Tracking buyers directly).
A YouTube campaign my look like a failure the first 30 days, but actually isn’t over a 60 to 90 day period.
This is what Purple mattress was running into when they ran their YouTube marketing campaign.
Luckily for Purple, things were pretty simple when they started out.
Back then, they were only running video ads, so any lift in sales was 100% attributable to those early campaigns. Comparing dollars in vs dollars out gave them the confidence that this was the right strategy to pursue.
Purple Matress saw a direct ROAS of 1.5 on the YouTube campaigns, they knew that the actual ROAS would climb to 4 by looking at a 30-60 days period.
Besides watching sales come in, they also had other indicators that looked promising.
Google has a research survey called Brand Lift which is an experiment that divides the audience you want to target into two. One half will see your ads while the other half doesn’t. Then afterward, they look at the difference in branded search queries between the two groups.
Here are the results Purple found when they ran such a campaign:
People that watched >30 seconds (what Google counts as a view): 30x increase in branded searches.
People that skipped the ad: 6x increase in branded search queries.
These numbers are pretty huge. And the group that skipped the ads still showed a considerable increase, which Purple got for free, because you don’t pay for skipped ads on YouTube.
Here are the best 5 ways to target your audience with YouTube Ads.
4. Brand Search (Keywords)
5. Custom Intent Audience (People who search for our keywords)
On average, users watch over 180 million hours of YouTube on TV screens every day.
YouTube is starting to get in on the TV commercial action. Here’s a quick update on a few changes they have made to the platform.
They know that marketers have been wanting a way to target and adjust bids according to TV viewers, so they have been hard at work building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices like Chromecasts and smart TVs of all stripes.
On October 16 they launched the TV screens device type to make it easy for you to find engaged, valuable audiences while they are watching YouTube on that original device purpose-built for watching video: the TV. The TV screens device type joins computers, mobile phones and tablets in Google Ads and Display & Video 360, meaning you can tailor your campaigns for connected TVs – for example, by using a different creative or setting a specific device bid adjustment. You can also see reporting for ads that run on TV screens to help you determine the impact of these ads within your overall mix.
We’ve already seen that people react positively to ads on the TV screen – based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 percent and 35 percent respectively2. And customers like Pixability are voicing their excitement for the feature:
“Consumers are cutting the cord and this is a tremendous opportunity for advertisers to reach their audiences in the living room with digital video. With the launch of TV Screens device targeting and measurement on YouTube, our customers are better able to understand how their audiences are watching TV screens, and connect with those audiences as they’re engaged in leaned-back viewing.” – David George, CEO, Pixability
Start reaching users on devices that stream TV content – such as smart TVs, gaming consoles, and streaming devices like Chromecast – today.
The battles of YouTube Ads are not won today by men with the largest forces.
Sure they can spend a lot more than you, but that doesn’t mean they are going to win.
YouTube ads have changed and they can be tested in a couple of weeks. There is no long waiting—no serious uncertainty—no drawn-out period when expense overtops result.
One gets his answer immediately. The YouTube campaign is based on exact information that you can see right in your Analytics and Adwords accounts.
What you do in 1 state can be one is all 50, and the views and click will be in proportion to your test states. The law of average is sure. When you expand, you will be spending your money on absolute certainty.
Let’s do a quick recap before we check out whats new.
TrueView ads can be skipped after five seconds—so it’s important that your video is done correctly and will capture attention in the first 5 seconds. Unless you’re optimizing based on action or reach (more on that below), you only have to pay for these ads when the viewer watches 30 seconds or more, which makes them a pretty safe bet for advertising on a budget.
TrueView ads have two formats, In-Stream ads and Discovery ads. Here’s the differences:
It was in BETA but now my accounts have this new feature.
“Soon you’ll be able to reach people on YouTube who recently searched for your products or services on Google. For example, an airline could reach people on YouTube who recently searched Google.com for “flights to Hawaii.” We call this custom intent audiences. Custom intent audiences can be an effective way to move undecided customers to action using the persuasive power of video. To get started, all you have to do is create a keyword list for your video campaign in the new AdWords experience.”
Here’s a simple video tutorial where you can see how to set up a TrueView For Action video campaign.
TrueView For Reach
If you are looking to build brand awareness and increase market penetrations, you may want to look at TrueView for reach.
I would not recommend it because I think TrueView for Action Ads are better.
I know they are better.
YouTube Video Ad Reach Planner Tool
One of the big problems with YouTube ads are the unknown. They lack transparency but they are changing. Google has launched the do Reach planner tool.
“Starting today, we’ve made it easier to answer questions like these by introducing Reach Planner, a new tool in AdWords. Now, for the first time, advertisers can forecast the reach and frequency achievable on YouTube and across Google’s video partners, in over 50 countries. This resource will simplify the planning process by providing unique reach across devices, for all core audiences and video formats.
Please for all things practical get on this and start running ads. If you need help, that is what we are here for. Contact us and we would be happy to create a killer YouTube Ad Campaign that will get you more sales, leads, and traffic.
Creating copy is not easy. It take a lot of time and practice. You may have the money to go hire an expensive copy writer, but I would save the money. I have found it’s better to educate yourself and become a student of great copy. It’s a great skill to have.
You do not need to make it complicated…
When you find something you like, use it and make it your own. That’s what a lot of great copy writers do.
Here’s a video where I discuss a couple of different ads.
How to create great copy!
The video recording transcript. (yes you may see errors. It’s a software)
In this video, we are going to be discussing copy, ad copy, why it matters, why it doesn’t matter, and things you need to be doing to get better at creating copy. Let me go over what I’ve been doing a little bit. Facebook.
What I did with Facebook is have a video marketing checklist. Some of you might have seen our marketing checklist. That is kind of my trip wire, that’s the offer.
Now whenever I’m asking for a simple email, I don’t do a lot of copy. Now I’m just testing this. You can see my ads. On this simple one I have like 10 dollars a day going at it. Very simple. You can see 16 leads, three leads, my average lead cost is around two dollars and 30 cents. That is not bad. It works. The numbers all pan out. On this one, I don’t do a lot of, let me go down here and show you. I don’t do a lot of copy.
All I do is write this. Businesses are not taking advantage of video marketing and most agencies have no idea what they’re doing. Here’s a free checklist we use to dominate our competitors. This one gets a lot better. I have one that’s like two sentences and it costs a little bit more. Now, over the weekend, I was looking up my numbers. I’m like, “Hey. Forget trying to get the whole trip wire, forget trying to get people into my email.” Now that’s not always a good thing. I’m just going to go for a direct conversion. Okay?
I set up a new campaign just for conversions, where I want somebody to actually come to me and request a full proposal. You can see our cost is it just started, and we’re at 19 dollars. I want to keep it under 20 dollars. Got it? Now this ad takes a lot more work. Okay? Let me show you the difference. Okay.
First off, I say, “Hey dear business owner or marketing manager, what if,” and then I go into these things. Now where did I get this information? I’m not the type of guy that will go out and spend days and days on creating copy. What I like to do is I like to take bits and pieces from everyone and then combine it and make it my own. Now, everyone’s doing it.
You’ll find out ads. If you see a good ad, that’s probably been created by some other good ad. This one, I saw this used by I think his name’s Cody Butler, and then there’s another one called Brad Ads, it’s a mixture. I like to use some of [Russel Brunson’s 00:02:51] stuff sometimes. But whenever I find a really good ad, I take that ad, I put it on a spreadsheet, and then I keep them. I look at what’s working, what’s not working. It takes some time, though. You can’t expect to just go out there and create a Facebook ad and have it work, got it? You want to spend time on studying copy, finding out what works, finding out what doesn’t work, and then you test it. Got it? Here’s some good material to help you on your copy.
I loved this book, “Confessions of an Advertising Man.” Okay? It’s an old school one. Another one is “Influence.” If you go here onto Google and you just type in influence, the power of persuasion pdf, that’s a free one. You can click right there and get the download. It’s free. Another one I like, Gary Halbert. He did a book called “Boron Letters.”
Love this book. He got put into jail and he wrote his son these letters and explained to him how direct mail works, how copy works. Very good. Very good read. If you want to go out there and learn about stuff, learn about Gary Halbert, his copy was really good. David Ogilvy very good.
Then just put it on a spreadsheet or text, this is just a text doc. Then you make it your own. You adjust it, you change it, you put in stuff you like, stuff you don’t like you take out. It works. It works for me. You’ll see since I adjusted that copy on this Facebook ad, now I’m asking for a lot more. I’m not just asking for an email address, so I made it a lot more powerful. The more they commit, the more they read, the more they’re going to be willing to do business with you. Okay?
Remember a good structure is what’s the problem? Really identify the problem, and then show them a solution. Got it? Then a strong call to action. Those are just some things you can do. But everything’s based off of they have a problem, you have the solution. Got it? That’s a quick video on copy. Make sure you spend some time creating some good stuff. That is it. We’ll be in touch.
How To Create Copy That Converts – It Makes All The Difference.