New Marketing: YouTube Ads for eCommerce – should you be testing them? (episode 061)
by April Buencamino-dyShash is the founder of paid traffic agency Linx Digital. Via Linx he and his team have spent the last six years helping eCommerce brands find high ROI ad strategies. Pivoting from platform to platform, and strategy to strategy to find the best results.
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How Shash Got His Start With YouTube Ads
Shash stumbled into the world of YouTube ads when a friend of his wanted to try it out for his fitness brand and asked for Shash’s help. Their video went viral and brought in $10-15,000 per day for a daily spend of $5,000.
Initially working with core sellers as well as lead generation and gaming, Shash got into info products and eCommerce in the last few years and has seen things really take off not only with their own clients, but also for the clients of people who have taken their agency’s coaching program.
This has given them substantial data on what works and what doesn’t with YouTube ads for eCommerce.
What Businesses Should Get Into YouTube Ads?
YouTube ads is great for businesses with big budgets, especially because YouTube is the second biggest search engine and a lot of people spend time on it.
Another key thing to consider is the product price point. To get into YouTube ads, you have to have a product that’s priced higher because you’re looking to spend $40-45 to acquire a new customer. If this is something doable for your brand, YouTube ads can become scalable.
The New Infomercial
Infomercials were the original YouTube ads because they were direct to the point with the goal of getting the audience to buy.
If you’re a smaller brand, focus on ads that get people to take action. This will also build awareness and interest for your brand and develop a fanbase.
But essentially, a good YouTube ad combines direct response with branding. It is something people will enjoy watching, will hit branding, and will also get more people to buy your product eventually.
Is It Interruption Marketing?
Shash says it’s both interruption marketing and not, because you can target someone who’s already interested in the type of product you’re promoting, but the way you do it is an interruption.
One key factor for those wanting to advertise on YouTube is they also have Google’s search engine data. With this information, you can target people based on their behavior and interests and advertise in front of them when they go into YouTube.
Essentially, scale becomes possible because you are using Google’s cross-network power.
Producing High-Quality YouTube Ads
There are 3 basic elements to produce a YouTube ad:
- Have a base level of production. Make sure you’re following a horizontal format and adjust content quality based on this.
- Have a voiceover or someone in the video.
- Combine product footage with stock footage. Websites like envato.com can help you with the latter.
When you are able to cover these 3 elements, you can create an ad that persuades people to make a purchase.
Choosing to do your video in-house or by hiring an agency depends on your skillset as well as your budget. If you’re looking to do it in-house, make sure to invest in a good video editor.
The Purpose Of The Video
With your video, what you want to do is hook your audience’s attention and get them to watch the rest of the ad.
The first few seconds are important, so use a controversial statement or a visual scene to get your audience interested and build up by using social proof to show credibility and legitimacy.
Insider Tips
If we’ve inspired someone to take their first step with YouTube Ads – what do they need to know to give themselves the best chance of success?
Make sure you’re ready for it. Wait until you’re doing $50-75,000 per month with your business because YouTube ads is going to require testing and therefore, budget.
Take your time with it as well and look at what’s working in the marketplace. Check out VidTao and do some competitor research.
And of course, shoot an amazing ad. That’s the main thing you want to do.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve YouTube Ads performance?
Shash gives us 3 tips for optimising our YouTube Ads:
- Test new variations of your best-performing video by making a shorter or longer version and try out different hooks.
- Use target CPA bidding to get the best results.
- Ensure you have your tracking set up in a clear manner and know which ad platform is working for you.
If someone listening wants to learn more about YouTube Ads is there one cheap/free resource you’d recommend?
Visit Shash’s YouTube channel if you want to learn more about YouTube ads.
He also has a video targeted for eCommerce brands titled YouTube Ads for eCommerce: How to make $25,000/day profitably
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in YouTube Ads?
Tracking is changing and what this has done is advertisers with smaller, weaker ads and offers are getting pushed out.
This is the time to make sure your messaging is clear and your advertising creatives are excellent.
If there was a period when it was all about tactics, now we’re going back to the basics and fundamentals of creating amazing ads.
Interview Links
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