Generating Sales with YouTube Video Ads – By Jace Vernon

by Sara Szado on April 21, 2016

Have you started… is your video marketing campaign in place? If not, why not? The growth that your business can experience from video marketing will bring you nothing but happiness. It’s time to jump in.

Below I am going to show you why you need to be running video ads on YouTube, Facebook, and Instagram.

But let’s first start with the most important part… the video.

If you plan on running a video marketing campaign, your video should have the following:

1. An entertainment factor and story (first entertain, then educate)
2. Strong headline
3. Identify the problem
4. Provide a solution
5. Call to action

Once the video is done, you will want to upload it to your YouTube channel. Add annotations linking out to your website and smart cards that also link out to your website.

Treat YouTube as an extension of your website, meaning you brand it and link it to your website.

These things are all necessary to run a successful YouTube campaign.
YouTube Ads

YouTube ads have been around the longest. You all have seen them playing in front of other YouTube videos. We normally skip them, but there is always an exception.

There are two types of YouTube ads:

1. In-Stream
2. In-Display

In-stream ads play in front of the video. In-display ads show up at the top of a YouTube search or on the side bar. You can set up both ads within your Adwords account.

Both In-Stream and In-Display ads have their pros and cons.

I like to use In-Stream ads for the following:

1. Hand picked videos that I choose to play on
2. My competitor’s videos
3. Remarketing campaigns

I like to use In-Display ads for:

1. YouTube keyword search
2. Remarketing

Remember that consumers will watch videos that are entertaining, unique, and can fix their problem.

The challenge for most marketers is that they blast out their YouTube ads and hope something sticks. When it doesn’t, they quit.

The key is to narrow down your target audience and only allow your video to play on certain videos that are chosen by you. I can’t tell you how many times ads are served up to my kids while they are watching Wheels On The Bus.

Here are some simple tips that will make all the difference when running YouTube ads:

1. Avoid kid videos
2. Avoid music videos
3. Put parentheses or brackets around your keywords
4. Avoid gaming videos

Results You Can Expect From YouTube Ads

My focus on running YouTube ads is for lead generation. The lower my cost per lead, the higher my profit margins.

I have seen YouTube leads as low as thirteen cents per lead, and as high as 200 dollars per lead. Just watch your numbers and keep making adjustments until you achieve an ROI.

If you can’t link video marketing to leads, sales, customers, and revenue, then you’re doing it all wrong.

Jace Vernon is a marketing consultant, speaker, and the owner of Ydraw, and Yinc Marketing.

This article appeared in issue 34 of FeedFront Magazine, which was published in April 2016.

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