Hey everyone!
Jason here, digital marketing consultant and YouTuber and in this YouTube ads and growth
tutorial, we're gonna be going through a simple five step process and live case study of setting
up and growing your channel, using YouTube ad campaigns.
So when you watch this video to the end, you'll have all of the insights and resources you
need, to set up your first YouTube ads campaign, run some views and traffic to your ads and
get more views and subscribers to your channel.
So make sure you check out links in the description, to a timestamp table of contents, so you can
skip around to the most relevant part of this tutorial, as well as other YouTube videos
that I've created in the past to help you get up and running with YouTube ads the right
way, the first time.
So before we dive into the simple five step process and case study, I wanna go through
three myths, that might be holding you back from leveraging the power of YouTube ads.
And the first most common objection or myth I see, is that it's too expensive.
And if you're paying a cent or 5 cents for a view is too expensive, then yes, YouTube
ads might be too expensive.
However, I would say that compared to other advertising platforms, YouTube is extremely
cheap right now and paying 3 to 5 cents a view, and just a couple more cents for subscribers,
is a massive opportunity, that I encourage you to take advantage of.
Now objection number two, is people don't watch them or people don't like--, this is
often tied to people don't like YouTube ads.
Well, I'm here to tell you from our data and our clients data, people watch YouTube ads
and we've actually been able to get better watch time, more engagement and happier viewers
using YouTube ads, compared to some of our organic videos.
So when you do it the right way, as we're gonna--, you're gonna learn in this tutorial
video and the links in the description, people are gonna happily watch your ad.
Now the third objection is views are free, right?
Well kind of to a certain extent, because with your current posting schedule, when you
post to YouTube, the YouTube out all-powerful YouTube algorithm, decides whether or not
your videos are shown to the people you want them to.
With YouTube ads, leveraging the power of Google ads, you're gonna be able to tell YouTube
and Google “I want my video to show in front of these people.”
And it's a great way to quickly grow your channel.
And the first step to accelerating the growth of your channel is creating a video ad.
And this is where a lot of people get tripped up.
And so I want you to know, that you don't have to make a special video, to get more
views or get more subscribers.
You can use your channel trailer, you can use your channel introduction, and if you
don't have a trailer, introduction, I'll go through a video ad formula script here in
a second, but you can also use normal content videos.
And if you decide to use a normal content video, all you have to do, is re-upload that
video as an unlisted video and run it as an in-stream or discovery ad.
We'll talk more about what in-stream and discovery are, and how to choose them, later on in this
video.
And the only thing you really have to do to your normal content videos, is add lower thirds
or insert additional graphics telling people, to click the subscribe link, while they're
watching the video.
Now, if you don't already have a content video that you know is get you a lot of views or
subs, or you don't already have an intro or a trailer, here's a video ad formula you can
use for yourself.
This is about a two-minute formula, where we start off with a hook to get viewers interested.
And then we go straight into a call to action.
This is where we're gonna tell potential viewers the unique selling point, what makes our channel
different than all the other channels they've seen before.
And then we're going to introduce ourselves.
And if it's relevant, we'll show some proof that we actually know what we're talking about
and people should follow us.
The next part is 45 to 60 seconds.
And this is where you present the benefits of following you and all the wonderful things,
they're gonna learn and be able to enjoy as a result of watching your videos on your channel.
We'll go through an actual example of how the script could play out in a second here.
The next one is the big mistake, and this is where you're gonna debunk a myth or say
something kind of controversial to get people's attention.
And finally, we just have an end screen where we say, “Hey, click on the top, right on
mobile, bottom left on desktop to subscribe right now” Where you can also have your
subscribe link at the very top of the description, if for some reason they miss the giant red
subscribe button on your discovery ad.
So here's an example of what an ad would look like for this channel.
All about digital marketing and running paid media campaigns.
So first and the first part of the hook would go something like this, shortcut the trial
and error of creating profitable digital marketing campaigns for your business.
And then our call to action would be subscribe for in-depth case studies, no-hype income
strategies and proven traffic.
Now, obviously there's gonna be quite a bit of text in between these, but I'm just showing
you kind of the major bullet points or major power phrases we'd be using in our video.
And when I'm going in and kind of trying to relate to someone who may or may not be interested
in becoming a subscriber, I simply say, “Look, you've worked hard to get your business off
the ground and now it's time to scale and grow.”
And you'll notice with this, I'm being very specific with who I'm targeting.
So if someone doesn't already have a business, then they know the channel’s not for them.
I'm gonna say “Subscribe to stop spinning your wheels and discover the secrets behind
what actually makes digital marketing campaigns successful.”
Then I go into something controversial and saying the big lie is it happens overnight.
In the digital marketing space, there's a lot of instant success stories.
And so part of me differentiating myself, from everyone else who's talking about digital
marketing is saying, “Hey, this takes a long time.
You're not weird that it didn't work in three or six months of your work.”
And finally, we have clicker tap, to subscribe for the latest digital marketing strategies.
Now, obviously, we'll add text around that, but that's a basic formula you can use for
your own video ads.
Now step number two is the targeting.
And this is where you're going to go look for 10 to 15 channels, that are similar to
the type of content you create and represent a similar audience that you think would be
interested in the type of content you create.
And so we want 10 to 15 channels.
Ideally these channels should be over a hundred thousand subscribers.
The reason we want larger channels is because it's gonna be easier for us to target and
get impressions inside of Google ads.
If someone is a hundred thousand, especially if they're under 50,000, you may find that
you're not actually going to get any impressions or views just because that audience size is
so small.
So we're gonna start big.
And then you can always whittle down later, to target smaller channels, that may be closer
to the type of content you're actually making.
So for a step by step guide on how to set up your YouTube ads campaigns, check out the
link in the description to full-blown tutorial, that walks you click by click on how to set
up your Google ads account, set up your first Google ads campaign and select channels as
a way to target.
Now, once you've done all this hard work, it's time to test.
So you'll run on your ads for anywhere from five to seven days, and you can use a budget
of $5 a day, and if you use $5 a day, you'll do discovery ads.
If you have a budget of $10 a day, then you'll use in-stream ads.
And in both cases, you'll want to put your bid anywhere between five and 10 cents, somewhere
around there, just to make sure that you're going to get enough views.
We can always lower the price we're paying later.
But really we just want to figure out which channels audiences are gonna best respond
to the video that we're putting in front of them, which is step number four, your analysis.
So, after five to seven days, we're gonna pause our campaign or campaigns if you're
being fancy.
And we're gonna go ahead and take a look and see which audience targeting gave us the most
subscribers.
Now, there is a big asterisk here, because it's very easy to fall into the trap of looking
at your channels, that you're targeting and see, Oh, you know, channel A and channel C
gave me the most subscribers.
What you actually want to look at is which channels gave you the best watch time, which
people were the most engaged, because that represents your biggest opportunity moving
forward, just because those potential audiences didn't respond very well to your first ad,
they were engaged with what you had to say.
So that just means we need to tweak the way we wrote our ad, or we need to try a different
ad creative or different video style, in order to get them to take action.
Sometimes we just need to be more explicit with the action we want people to take.
Because we've had videos, I've had videos in the past, where people will watch it 80%
to 90% of the video and then not click the link, right?
And then we had to go back and re-market to them, which is an advanced strategy to actually
get them to subscribe or to get them to take the action.
But all that to say, you don't want to just look at how many subscribers you got from
a particular audience targeting or particular video.
You also really want to take into account how much of that video people were watching,
because that represents a potential audience, that you can connect with in the future, which
is step number five, creating your game plan, moving forward.
Now good rule of thumb, is to have at least one to two new ads every single month.
Yes, I know that sounds like it is a lot of work on top of whatever your current content
schedule is.
However, it's very important to keep varying your messaging, keep changing up your creative.
You don't want to change it so much that it's completely different from the type of content
you have on your channel, because then people are gonna see your ad, they're gonna come
to your channel and go like, “Well, the ad was animated, but the channels all live
action.”
There's a huge disconnect.
You don't wanna do that, but you do wanna have one to two new videos that you're gonna
try promoting to a new potential audience every single month.
And that's how you're going to get your views from 10 cents down to seven, down to five
and eventually down to two or three.
And of course, the less you pay for views, the less you're ultimately gonna be paying
for subscribers.
And that is really all there is to it, to growing your channel, getting more subs, getting
more subscribers, using YouTube ads.
So if you have any questions, make sure you check out the timestamp table of contents,
along with other really in-depth tutorials, that fill in the gaps of exactly how to write
your YouTube ad and exactly how to go through the Google ads interface, to get your YouTube
ads up and running the right way as quickly as possible.
So if you have any questions about YouTube advertising or concerns about how your own
campaigns are performing, go ahead and drop a comment in the comment section below, I
read a reply to every single one.
And if you got some value out of this video, go and hit that like button and subscribe
for more in-depth marketing tutorials, tactics and strategies, just like the ones covered
in this video.
Over on my channel, I'm documenting the entire process of what it takes to be successful
with your digital marketing campaigns.
And of course, YouTube is just one platform and one medium, in a bigger picture of being
successful with driving traffic and growing your business.
So go ahead and hit that like button, subscribe.
Comment below, if you have any questions and as always, keep building the business you
love.