Chances are that you already know how valuable YouTube advertising is for lead generation. And if you’re reading this, you may also have already uploaded a video to YouTube that you were pretty proud of. If that’s the case, you may not have gotten the awesome results or exposure you anticipated with that video.
I bet you’re wondering why. When instant results aren’t seen through any marketing strategy, it’s only normal to question whether or not that method is beneficial for business. We’re here to clarify a few things.
YouTube advertising is definitely the way to go. After watching a video, 64% of users are more likely to buy online – and that’s incredibly valuable.
The main issue business owners face when investing in video marketing, though, is creating something that appeals enough to their audience to where consumers actually invest. These 5 YouTube advertising conversion tips will get your campaign back on track so you generate more leads than ever before. The conversions will start rolling in!
1) 31 Seconds Or More
I always make my YouTube ads at least 31 seconds long. This increases the likelihood of not getting charged, which is ideal. With YouTube, you only have to pay when someone watches your video for 30 seconds or more, or clicks on the ad.
With that being said, there are a few things you want to do with your video if you really want it to be successful. I make sure to include as much information about my business as possible within the first 5 seconds – without killing the flow, of course.
Remember, it doesn’t matter what your video is about if your audience doesn’t want to watch it. That’s why you need to give them a strong reason to continue watching within those first 5 seconds. You don’t want them to press “skip.”
Even though 94% of YouTube ads get skipped, YouTube requires people to watch ads for at least five seconds. And that’s where you benefit as a business. Show your company logo to increase visibility for your brand, say your company name so viewers audibly take note of who you are, and mention what you do so they relate your service or product to the name.
So even if someone closes your ad or choose to skip, they still hear and see all of this information about your business if you follow the 5-second rule!
2) Utilize YouTube Retargeting
I always do YouTube retargeting based on the page someone visited or the video they watched. And if you aren’t sure what retargeting is, you can learn more about it here.
Retargeting has some of the best statistics in regards to true view rate and conversions. This is super important because if someone visits your page or watches your video and then forgets to purchase, the remarketing campaign is a steady reminder. It is also great for branding because it makes sure that both your brand and video are seen several times.
3) Make Sure Your Video Is Professional and On Point
YouTube ads, unlike Facebook Video ads, perform better when they are well produced. So in this case, it’s worth the investment to hire a good videographer to capture your message. It’s also beneficial to get great equipment to improve your lighting and audio. Those are the two elements that can usually make or break a video. And since you really want yours to convert, this is vital.
Here’s a great video on lighting for even further reference. Yours truly is featured in it!
I also like to keep the video fast paced with different cuts as this tend to work very well. I also like to cut clips at about every 1-3 seconds, and use B-Roll footage to visually explain what’s being discussed. These small factors make such a huge difference in your YouTube ad and its overall quality.
4) Know What Your Target Audience Likes
It’s super beneficial to know what your ideal client likes and how to target them. For example, at Loud Rumor we target small business owners. This can be a little hard at first, but we found a way to do it by targeting those that watch videos from shows like Shark Tank, The Profit, Undercover Boss, and so on.
People who watch those shows are more likely to be interested in what we have to offer for online advertising. Typically, these are shows that only business owners and entrepreneurs truly enjoy.
We use this same strategy for Facebook Ads, too. We also target by authoritative speakers like Rand Fishkin, Simon Sinek, Michael Gerber, and Napoleon Hill. Usually people that know those speakers and authors are entrepreneurs. We want them to see our YouTube ads.
5) Make Videos That Are Specific to Who You Target
If you decide to target by gender or location, make sure to reference that in your YouTube ad. This personalization works a lot better than a simple, generic campaign that is meant for everyone.
For example, if you are a divorce lawyer targeting men in Scottsdale, Arizona, you should ask in the video, “Are you a man in Scottsdale going through a tough divorce?” Or if you target women in that same area, ask “Are you a woman in Phoenix going through a divorce?”
These niche videos get the attention of the people you actually want to target. Because your ad is filmed specifically for that client, it will receive better quality leads and views because either those men or women in Phoenix going through a divorce will want to click through. You’re speaking to them.
Make the Most of These Conversion Tips
YouTube is a great advertising platform that offers so many valuable benefits to businesses. But before you launch your ads, make sure you follow these five tips for optimal conversions. And if you have any questions, don’t hesitate to chat with us! We could talk about YouTube advertising all day.