Strategizing Creatives on Youtube That Actually Convert
70% of shoppers say they’re open to learning about products from brands they see on YouTube. Hence, YouTube advertising is one of the best strategy moves you can make as a marketer in addition to your search campaigns. You’re able to refine your targeting to the exact audience you want to reach. Videos help you connect your audience to your brand on a personal level that search ads can never. Additionally, YouTube advertising puts you in front of billions of users who are waiting to engage with your products or services. However, it’s important to understand that not just any video will drive conversions effectively on YouTube. Following the guidelines laid out below will help you strategize impactful videos that result in positive results for your clients. ABCD Principles By Google ABCD is a set of Youtube principles demonstrated across video ads that worked effectively for brands. ABCD is NOT a formula for generating creative ideas. ABCD helps you execute the idea to the Youtube platform in a powerful way. According to Google: “On average, the ABCDs deliver a 30% lift in short-term sales likelihood and a 17% lift in long-term brand contribution” ABCD Principles By Google ABCD is a set of Youtube principles demonstrated across video ads that worked effectively for brands. ABCD is NOT a formula for generating creative ideas. ABCD helps you execute the idea to the Youtube platform in a powerful way. According to Google: “On average, the ABCDs deliver a 30% lift in short-term sales likelihood and a 17% lift in long-term brand contribution” A = Attention: Hook the Viewer With users’ attention spans being shorter than ever, you need a compelling hook in order to get your viewers to stay to receive your message. Hook ideas to grab your audiences’ attention: Starting with a fact can intrigue your viewer to want to learn more and build some credibility that will more likely result in them answer your CTA Start with a problem followed by a solution. This strategy can help you keep the right audience by filtering out users who know if they’re interested or not in your product/service. Ex. if you have a cleaning spray, you want to let users know it can clean deep stains and pet accidents. Non-pet owners will opt out quick leaving you with the users who are more likely to buy. B = Brand early, often, and richly Work your brand identity into the video through product shots, graphic elements, voice-overs, because Youtube is a sound-on experience. Leverage the multisensory aspect of Youtube in order to get the most impact. C = Connection Think about the users as actual people. Put yourself in the ICP’s shoes Work to educate, inspire or entertain your users. D = Direction Always provide clear and simple instructions on what action you’d like the user to take. Use written CTAs, graphics, audio, or audio. Text overlays work well. How to Use ABCDs to Drive Conversions Attention: Make sure ad hooks people from the start. Leverage audio or opening up with a close-up to keep audiences engaged. Branding: If your goal is to drive action, place all of the focus on product or service. Use extreme close-ups to show what you’re selling and make sure not to let branding distract from the actual product. Connection: Be upfront, precise, and credible when explaining the offering. Show and tell how the product will ENHANCE the viewer’s life by using realistic situations. Direction: Leverage the power of discounts and special offers to turn viewers into customers
YouTube Video Ad Formats
YouTube has a complex array of ad types. In this helpful guide, we cover each variation and how they can help your business thrive.
How Google Ads Counts Conversions from YouTube
Learn about the differences between conversion tracking for YouTube vs Search, Shopping and Display ads
New Call-To-Action Extension for TrueView video ads
The TrueView for Action (TVA) ad format is designed for engagement, with a highly visible and clearly broken out Call-to-Action (CTA)
Understanding TrueView for Action Conversion Attribution
Trueview for Action campaigns were created to drive leads and conversions to your ads by overlaying a heading and call-to-action on your video.
Google Video Campaign Inventory Options
In this article, I’ll go into the differences between the various types of Google Video ad inventory for you to be ready to create your Google Video campaigns!
How to Setup Google’s Latest Campaign Sub Type: YouTube Video Ad Sequences
Ad sequences are a powerful new tool from Google and have important implications for digital marketers looking to move customers through the sales funnel.
What is a Video Discovery Ad?
TrueView Video Discovery ads are used to promote videos on Youtube via the Youtube search results page, the Youtube mobile homepage or next to related Youtube videos.