Chapter 12: How To Create The Perfect YouTube Ad Creative In 2019- 20
Believe it or not, there’s a science to
creating the perfect video ad for
YouTube. If you want to create
video ads that stand out, you have
to create something that is
shareable and memorable.
Here are the elements that you have to add to create the perfect YouTube ad
creative.
Focus On The First 5 Seconds
Call Out Members Of Your Audience
A good way to grab the attention of
the viewer is by calling him or her out
through a label. This means that
instead of referring to your product,
you have to refer to the member of the audience watching the video ad.
For example, if you are promoting gaming products, then you have to call out
gamers in the audience. Or if you are targeting online marketers, then you have to call out marketers in the audience.
Address Your Audience’s Needs And Wants
Two of the most powerful human motivators are fears expressed through need and desires expressed through wants.
It is a well-known video marketing strategy to create videos that solve problems,
and this strategy goes beyond that. What you have to do is to address a fear or a need directly on your copy.
For example, if you’re advertising gardening equipment, you can address the
need for a lawn mower by asking the viewer if he’s afraid that his house will be trapped under weeds if he doesn’t buy your lawn mower today.
Personalize Your Video Ads
The previous elements work better
when you introduce a real person to
address the viewer in the ad. All you
have to do is to have someone
narrate your copy to the camera.
This effect is especially powerful if you introduce your host during the first 5
seconds. Have him or her talk naturally, and to look the viewer in the eye.
Get Emotional
Video ads are the perfect storytelling media for marketers. Video ads that stimulate emotions are much more memorable and effective. If you’ve ever been on YouTube, you’ve already seen how the biggest brands are the ones getting the most out of this strategy.
You don’t need Christopher Nolan to direct your video ads to transmit emotions. All you have to do is to select a positive emotion to evoke and to build a narrative around it involving friendships, family, pets, and nostalgia shared by members of your target audience.
Don’t Go Long
Most successful video ads are 30 seconds long or shorter. Longer videos
tend to lose the viewer’s interest, which can decrease the impact and effectiveness of your message.
The only exceptions are promoted “how to” or “explainer” videos from your
channel.
Emphasize Your Competitive Advantage
Tell your viewers why your offer is the best choice for them. Your competitive advantage can be anything that makes your product or service a more conscious choice, such as a lower price, better quality, free add ons, and so on.
Use A Visual Call-To-Action
It is crucial that you add a call-to-action
to your video creative. The best
approach is to add it at the end of the
video, using graphics, overlay text, or
filmed.
Make sure this call-to-action is incorporated into the script and narrated.
Chapter 13: How To Add Interactivity
To Your YouTube Ads In 2019-20
Video is the most engaging type of media that advertisers can use to deliver their message. Users that have a positive experience with a video ad are 97% more likely to make a purchase. On YouTube, advertisers can make
their video ads much more engaging by incorporating interactive elements into them.
Today we’re going to discuss the different types of interactive elements that you
can add to YouTube ads, and how to add interactivity to your ads, the easy way.
Adding Cards
Cards are clickable elements that you can add to your videos to showcase features of a product or service, as well as to promote other videos with a small preview card on the video that is playing.
To add Cards to a video, go to the “video manager” section of the YouTube
“Creator Classic” dashboard, select the video to which you’ll add cards and click on “edit”.
In the edit screen, click on the “cards” tab from the top bar menu. Then you will
be able to select what type of card you’ll add to your video ad:
✓ “Channel Cards” will send viewers to a different channel when clicked.
✓ “Link Cards” will send viewers to an external URL when clicked. Please
note that your channel needs to join the “YouTube Partner Program” to enable “Link Cards”.
✓ “Poll Cards” allows viewers to participate in a poll by voting directly on a video card.
✓ “Video or Playlist Cards” will send viewers to a different video or playlist
when clicked.
Click on “create” and start customizing your card with your own title, call to
action, text, image and URL when it applies. Click on “Create Card” to finish.
Adding Shopping Cards
Shopping Cards are clickable
elements that you can add to your
video ads to promote a product and
to send viewers to the product page
when clicked.
Shopping Cards can only be added to videos when you select “product
consideration” as your campaign goal and “shopping” as the campaign subtype.
Please note that you need to link your Google Ads account to a Google Merchant
account to run shopping campaigns. Shopping cards pull product information
from your Google Merchant account and can be edited to add your own product
information during setup.
Shopping cards will be added by default to your video ad and all you have to do is select whether to promote all products in the linked Google Merchant account or to choose specific products when you start customizing a new campaign.
If you want your Shopping card to promote all products, simply select the “None
– use all products” option in the “Product Filter” setting.
If you want your Shopping Card to promote a specific product from the Google Merchant account, select the “choose specific products” option.
Adding End Screens
End Screens are cards formatted to
appear at the end of a video or ad and
that are designed to show details
about the product or service that you
are advertising.
There are two types of End Screens:
✓ “YouTube End Screens” can be added to any video and can be created
from the YouTube Studio dashboard or from the Creator Studio Classic dashboard.
✓ “Auto End Screens” are auto-generated at the end of in-stream video ads
and they’re generated using information about your product or service
from your campaign.
“Auto End Screens” will show information such as the name of your product or
service, the product icon, and the product page URL or landing page in your ad.
When “Auto End Screens” are enabled, they will replace any End Screen you
might have added to your video.
By adding these interactive elements to your YouTube Ads, you can create
additional opportunities to engage and convert, so don’t miss out!
Chapter 14: How To Create
Advertiser-Friendly Videos And
Avoid Violating Ad Policies In 2019-
20
YouTube is the third most-visited
website on the planet, and it has the
largest library of video content in
existence. Brands are flocking to the
platform to advertise their stuff, and
traffic is just huge.
To keep everything under control,
YouTube is very strict about what type of content brands advertise on the
website, and it’s constantly reviewing and updating its ad policies.
You don’t have to spend hours reading and understanding these ad policies
though, because we’ve just created a list of essential guidelines you can follow
to create advertiser-friendly videos and avoid violating ad policies this year and
beyond!
Create Videos That Are Focused
On A Single Topic Or On Solving
A Problem
When you create videos to advertise,
you have to make sure to create
videos that are focused on a single
topic, or that are focused on solving a single problem.
Keeping your video content consistent, clear, and easy to understand is key.
Video content that is unclear, that lacks editorial standards such as appropriate
copy, that is not coherent and is unprofessional will not be approved by the
advertising team.
Always Identify Your Brand Or
Business
You have to always identify the
entity that you are promoting.
Include a logo that is clearly visible,
the name of your brand or business, and showcase what you are selling.
Video ads promoting an unidentified business won’t be approved.
Always Proof-Read Your Scripts,
Copy, And Ad Text
You have to keep track of your scripts,
your ad copy, and the text that you’ll
include in your ads. Our
recommendation is to create templates where you can insert the copy and text
that will go into your ad, and to proof-read it alongside your video ad scripts.
Video ads with grammar errors, bad punctuation, improper capitalization,
improper spacing, and poor scripting won’t be approved.
Don’t Advertise Poorly Produced
Videos
You know not to upload poor quality
videos, but quality is not always related to
content. In order to be approved, videos
intended for advertising have to be
produced adequately.
There are certain production issues that
you are probably aware of, including illegible text, poor sound quality, blurry
images, and unrecognizable visuals, but YouTube has specific guidelines that you
should take note of:
✓ Images that are in the wrong position and images that don’t take the
entire space of the chosen video format are not allowed.
✓ Distracting images such as strobing and flashing, which can cause damage
to certain users.
✓ Videos that expand beyond the ad format and that mess the experience.
Keep Your Content Relevant
The content in your video has to be
relevant to your offer, to the fields
submitted in the ad, and it has to
represent the advertiser.
Don’t use any video just to fill the ad.
Don’t Submit Adult Content
In most cases, mature content is restricted to
protect the preferences of users.
Sexually explicit content, violent content,
content involving romance tours or mail
brides, vulgarity, profanity, alcohol use and
drug use, among other related content, is not
advertiser-friendly and won’t run on most placements and locations.
Don’t Promote Products In
Controversial Categories
Products such as counterfeit goods,
dangerous items, or certain controversial
products such as smart drugs, “miracle
cures” or device jammers, as well as
services that encourage dishonest behavior
such as document forgery, false endorsements, and fake reviews are best not
promoted.
Always Check Whether You’re
Using Copyrighted Material
Something as innocent such as using
video game music as background for
your video ads can get you a copyright
strike and account restrictions. To
avoid this, always make sure that you are not using copyrighted materials
without permission.
These are key guidelines you have to adhere to if you want to create video ads
that get approved right away, but you also have to take care of not violating
certain policies when you are creating an ad campaign by following these tips:
Don’t Misuse Ad Features
This is a common “black hat” strategy
that can easily get your Google Ads
account suspended.
Using ad features outside of their
intended purposes is prohibited.
For example, using ad extensions to repeat the name of the brand, spreading a
single message across a headline, description, and call-to-action fields, or adding
phone numbers or contact info in ad text.
Don’t Abuse Ad Formats
Another “black hat” strategy that can get your ad account in trouble is
misleading viewers through the ad format.
Page 72
Click here to access my exclusive Youtube Ads 2019-20 Video Training!
Examples include inserting an animated
game as a video, including modified
URLs that are different from the display
URL, and using modified clickability
scripts.
Chapter 15: YouTube Ads Best
Practices For Marketers In 2019-20
YouTube is full of brands and
businesses that have tried and failed
to properly advertise their stuff on
the platform. While some like to
blame saturation over their failure to
get their ad spend back, we believe
that the real reason why so many
don’t do well is because they just ‘set and forget’.
In this lesson we are going to discuss essential YouTube advertising best
practices that any marketer has to apply to succeed in 2019 and beyond!
Put Up A Dynamic YouTube
Channel
YouTube advertising doesn’t start
and end with your video ads. Your
channel is as important as your video
ads, and you can use it as one step in
your marketing funnel.
This is because a lot of the viewers that you’ll reach will be more curious about
your other videos than about your brand or your products. To find more of your
videos, they will go to your channel first instead of to your website.
At that point they’ll become potential leads, and if you want to move them
further into your funnel then you have to put a channel where they can spend
some time learning more about your brand or products.
Some steps that you can take to put up a more dynamic channel include:
✓ Adding a “Channel Trailer” to your channel’s homepage
✓ Creating and uploading several “how to” and review videos
✓ Creating weekly videos to discuss news in your niche industry
✓ Creating Playlists
✓ Optimizing your channel’s “About” page
Use Advanced Targeting
Options
The best way to run cost-effective
and results-oriented YouTube ads
campaigns is by using the advanced
targeting options available during the campaign setup.
So instead of focusing solely on demographics targeting, you should always
leverage advanced targeting. You should especially focus on “topics” targeting
and “placements” targeting to reach the audience that will find your ads to be
truly relevant to their interests and needs.
Set A Frequency Cap
You run the risk of spending too
much money and causing ad fatigue
by showing the same ad to the same
users over and over if you don’t set a
frequency cap. Frequency capping is
the number of times that you’ll show an ad to the same user if he doesn’t watch
it or doesn’t interact with it.
You can set a frequency cap on each campaign by clicking on the “additional
settings” menu during the campaign setup. Then you have to click on the
“frequency capping” option. You can select “cap impression frequency” to limit
the number of impressions per user and “cap view frequency” to limit the
number of views per user.
Select Detailed Thumbnails
Always select the video still that best
represents your message as your
thumbnail. Remember that the
thumbnail is what will expose your
video ad on search results and on the
“recommended videos” feed.
Whether a user clicks on it or not will
highly depend on how attractive it is.
Keep Your Destination Simple
Landing pages with too much information can easily put off a potential lead. If
you send an ad viewer to a landing page using a “sign up” CTA, but the page is
full of text and other CTA buttons encouraging the visitor to take a different
action, then he will simply not convert.
What you have to do is to send viewers to a landing page that is simple, clean,
with little text, and that has a single CTA button that is relevant to the CTA
button in the video.
Leverage Cards And Auto End
Screens
We recommend you to include
channel cards and video cards in your
videos, and to enable “auto end
screens” in all your campaigns to
keep viewers interacting with your YouTube ads for longer and to create more
opportunities to engage viewers with your other videos, your channel, and your
external URLs.
Chapter 16: Advanced YouTube Ads
Tips and Tricks That Work In 2019-20
You can always take the lead when
you know your way around things.
That is why we, the experts, find
the things we master to be easy.
You don’t have to wait until you
master YouTube ads to start
crushing it, because we’re about to share our secrets with you. Here are our top
tips and tricks to get the most out of YouTube Ads in 2019 and beyond!
Create Different Campaign
Segments For Different Ad
Formats
All ad formats are different from each
other because they reach audience
members on different placements, at
different customer stages.
So while your competitors will be creating the same campaign segments for
different campaign formats, your strategy will be to create different campaign
segments for different campaign formats.
For example, you can launch in-stream ad campaigns to target audience
segments in the 35 to 54 year old age range, as that audience segment is more
likely to watch long-form video ads, and bumper ad campaigns to target
audience segments in the 18 to 25 year old age range, as people that age are
more impatient with long-form video ads.
Apply This Crazy Ad
Sequencing Idea
Ad sequences are a great way to
divide a campaign into a series of
steps. They allow you to create a
convenient funnel to encourage
further engagement.
Ad sequences work because they basically force viewers to watch a series of
ads, one after the other.
But if you want to launch a truly effective ad sequence campaign, we
recommend you to try this ad sequencing idea:
✓ Add a “bumper ad” as the first step in your ad sequence. Use this short ad
to tease your next video in the sequence with a question and a timer, or a
countdown.
✓ Add an “in-stream” ad as the second step in your ad sequence. Use this
long-form video ad to showcase your main offer.
✓ You can optionally add a “bumper ad” as the last step in your ad
sequence. Use this short ad to close the sequence with a call-to-action!
Advertise Sequential “How To”
Videos As Content Series
You can create several “how to” videos
to promote your products or services
and divide them into a series of steps
that you can advertise as a content.
EMAIL: TaherSheikh619@gmail.com
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