- YouTube ads are an amazing way to drive leads, traffic and attention to your business
but only if you get 'em right which is why in this video, I'm sharing with you my super
simple five part framework to Creating YouTube Ads That Work, let's get to it.
Hey there, Adam Erhart here.
Modern marketing strategist and welcome to the Modern Marketing Show where we help you
make marketing that matters.
So if you're interested in learning a little more about the latest and greatest marketing
strategies, tools, tips, tricks, and tactics well you may wanna consider subscribing and
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Alright, so let's talk YouTube ads.
We've all seen 'em and in fact if you're watching this video right now then the odds are pretty
good that you may have seen a quick ad before getting to this video and the reason that
people are leveraging and starting to use YouTube ads more and more is because they're
providing a real and tangible return on investment for those that are getting it right.
You see but that's the trick and there's a pretty big difference between those who are
just using YouTube ads and those that are actually profiting from YouTube ads by getting
them right and that's what this video is all about and I'm gonna walk you through my super
simple five part framework that's going to allow you to create and script YouTube ads
that lead to more clicks and more conversions, essentially more sales and revenue for your
business.
If you get all these elements right, you'll be able to tap into essentially what is the
wild west of advertising right now using YouTube ads which are still largely underutilized
and under leveraged across many different businesses which means the playing field is
wide open for you.
So enough chit-chat, let's get down to business.
The very first step when it comes to creating high converting YouTube ads for your business
is to shock and what I mean by shock is essentially some form of pattern interrupt, something
that grabs attention and essentially rocks people out of their seats a little bit.
Now you wanna implement this shock factor in the first five seconds of the video because
as we all know, this is where you're either gonna catch 'em or lose 'em.
Now contrary to many other advertising platforms out there where you may wanna be a little
more conservative and stay a little more on brand, On YouTube it's okay to get a little
creative and go a little outside the box.
The reason it's okay to shock and in fact the reason it's important to kinda shock and
get people's attention is because if you don't get their attention, if you don't get them
to watch through that first five seconds well then it doesn't really matter what you say
in the rest of the ad.
So front loading the best value or the catchiest statement or kinda the hook that's gonna keep
them interested, well that is easily the most important part of the entire ad because without
it, nothing else matters.
Alright, so in the first five seconds we shock and in the five seconds after that, so in
the first 10 seconds of the entire video ad, what we wanna do is leverage social proof
quickly, easily and succinctly.
Now this can be done in any sort of different way but the way that I like to advise and
the way that I've found is most effective and certainly the most natural is simply to
introduce yourself and then state some sort of big achievement or some sort of relation
or accomplishment or something that you've done.
So while the goal of the first part of the ad is to shock, the second part is to provide
that social proof and to make sure that people know that you're an authority on the subject
and that they're gonna continue listening to you so the rest of your message can get
delivered.
Alright, so moving on to step number three of the five part super simple video ad formula.
I'm gonna need a better name for that soon.
So part three is what I like to call alphabet soup and here what we're trying to do is make
a statement similar to how to x without y so you can z.
I know that sounds confusing so let me give you a couple examples.
How to lose weight without exercising so you can look great in your favorite jeans.
How to create videos without expensive equipment so you can do marketing on a budget.
How to generate more leads without cold calling so you can grow your business in an authentic
and ethical way.
Basically how to x without y so you can z or how to get the things you want with the
things you don't want so you can get more of the things you want.
Alright, moving on to our second last step, step number four which is benefits and results.
Now here's where we get to the real meat of the ad.
This is where we've already kinda got the attention of people, we've shown some social
proof, we've kind of baited them a little bit more with that how to x without y so you
can z part and now it's time to give 'em the goods and essentially show them the benefits
and the results of whatever it is that you're pitching.
Now the secret to succeeding with this step lies in the title itself being benefits and
results.
You see at this step you don't wanna talk about all the features or all the logistical
parts or all the tactics or any of the kind of tangible stuff, rather what you wanna do
is sell the dream, sell the vision and sell the story.
You see when it comes to using video advertising and YouTube ads in particular, you do have
a relatively short amount of time to tell a whole lot of information.
So you wanna stick with the stuff that's actually gonna move the needle in regards to conversion
and that stuff is story and emotion and benefits and results and all the things that the people
are going to experience by doing business with you or by taking action on whatever you're
promoting.
Now keep in mind you do have a pretty short amount of time to convey a whole lot of information
and really sell the story so my advice is to stick to three benefits and results and
do your best to kind of elaborate on them later when someone's taken action or clicked
through to wherever you're trying to send them.
Alright, moving right along to our fifth and final step, the ever important call to action
or CTA.
Alright, so at this point we've shocked them and got their attention.
We've shown some social proof to build that credibility and authority, we've gone through
our alphabet soup to really paint a picture of how to get what they want without the things
they don't want, we've talked about those incredible benefits and results and tried
to stay away from some of the process and some of the tactical stuff.
Well, now it's time to bring it all home and send 'em where you want 'em to go.
So when it comes to creating a really effective call to action, the secret is simply to include
it but to make it clear and concise and direct.
Now is not the time to get fancy and ask for all sorts of things.
When you're running an ad, you don't wanna ask them to like you on Facebook or follow
you on Instagram or subscribe on YouTube or download your lead magnet or go to your email
list or visit your website or connect with you on LinkedIn, no.
Rather, what you wanna do is send them to just one main place, the main goal of whatever
it is you're trying to sell.
If you're selling something directly then send them to the sales page, if you're offering
a lead magnet in exchange for their email address then send them to the landing page
and if you're asking them to book a time on your calendar well then send them directly
to your calendar.
Don't get creative, don't confuse 'em.
Alright, so that's the whole script but don't go just yet because I've got four more tips
that are really gonna help to take your YouTube ads and bring 'em to the next level.
So rapid fire style, here they go.
Tip number one is to make sure that you've got the right offer when you're making your
ad so if you're targeting cold traffic then offer a lead magnet or something that's really
low commitment and simply get their email address so you can build the relationship
later.
If you're targeting warm traffic on the other hand and people that already know who you
are, well then it's okay to kinda up the ante a little bit and ask for a sales, so don't
be afraid to send them to the sales page.
Tip number two is to get your targeting right.
So if you're unfamiliar with the Google AdWords platform which is where you're gonna be creating
your YouTube ads, you're gonna want to spend some time there.
If you've never run a YouTube ad before then by far the easiest and lowest hanging fruit
is some kind of warm audience whether it's a customer list, an email list or if you've
got some YouTube videos already leveraged on the platform, well you can create an audience
from people who have watched those videos before.
Tip number three, is you wanna test more than one video so don't put all your eggs in one
video basket because you never know which one's gonna knock it out of the park and which
one's gonna be kind of a loser.
As a bonus tip to these already bonus tips, what I've found is that sometimes really highly
polished and professional videos don't actually perform as well as that simple iPhone video
so again, don't be afraid to test, test, and test some more.
And our final tip is that the video ad formula that we just went through, well it's based
off using something around a 60 second video which is gonna fit and work really well across
a number of different social platforms.
But don't be afraid to get creative and try all sorts of different lengths to see what
works best for your message, your business and your market.
The take home point is this, if you're not already using YouTube ads in your business
the time to start is now.
Simply stick to the script, follow the tips and you'll be off and running generating more
leads, attention and traffic to your business in no time.
So thanks so much for watching.
I hope you enjoyed the episode.
If so, make sure to give it a thumbs up, subscribe to the channel, hit that little notification
bell.
Also, for more great marketing strategies, tools, tips, tricks, and tactics make sure
to head over to adamerhart.com which is packed full of all sorts of videos, and podcasts,
and articles and resources to really help you grow your business, take your marketing
to the next level and of course way beyond that.
So thanks so much for watching, I'll catch ya next time on the Modern Marketing Show.