Ep 22: YOUTUBE ADS MADE SIMPLE: With BRETT CURRY
Episode Summary
Did you know that YouTube is the 2nd most visited website in the US and boasts 2 billion monthly visitors?
Special guest Brett Curry gives us the blueprint for video ads and how brands can set up YouTube like a pro. We’ll discuss Youtube ads for newbies looking to dip their toes in, share specific YouTube video templates that convert for eCommerce merchants and dive into more advanced tactics on this podcast episode.
EPISODE HIGHLIGHTS:
[7:30] Brett drills down on YouTube creative elements and answers what percentage of an ad’s overall success is dependent on the creative.
[9:45] Why is YouTube so popular? What do people do there and how it falls into learning something, performing a task and buying something.
[13:50] How do eCommerce brands start with YouTube if they’ve never done it before?
[15:31] Developing a starter retargeting strategy on YouTube for eCommerce.
[18:32] What were the results from a YouTube company study that watched 1000s of videos and saw which got the highest engagements?
[19:27] The templates for YouTube ads: the manifesto approach. Everything you’ve learned in the past is wrong.
[21:01] The testimonial sandwich: the easiest ad template to create from scratch. Using user-generated content to build these.
[22:04] Walking through the possibilities for YouTube ad placements and targeting including keyword base targeting that find people in the middle and late-funnel.
[24:32] Custom Intent Audiences on Google. How to take advantage of YouTube’s relationship with Google and use for eCommerce.
[27:15] How COVID-19 is impact customer acquisition in eCommerce (Hint: it’s good)
[29:35] What the best key performance indicators for YouTube ads: ROAS, CPA, View-Rate and cost-per-click.
[32:01] Google Shopping free listings offer in 2020 and Google ad credits during COVID-19 for existing accounts
[37:21] What are the highest priorities that brands should do right now in eCommerce, especially brands on Shopify?
[40:30] The value of getting video testimonials from your customers. How to ask for them and where you can place them.
Links + Resourced Mentioned
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