On this episode of the Engaging Marketeer we’ve got Marcus Svedin who is a YouTube ads expert. Darren and Marcus discuss the differences between running adverts on YouTube and Facebook, how to target those ads and what kind of budgets you require to make your advertisements successful.
How Marcus got into YouTube Ads
Darren: So you’re a massive YouTube marketer.
Marcus: I Love YouTube, I breathe it.
Darren: Now you see, I have a couple of YouTube channels but it’s not something I am big in so what made you get into YouTube in such a big way?
Marcus: So back in early 2019, my business partner Ben and I, were running some events, some live events and we were doing Facebook ads and Facebook just shut our account down for who knows why? So we were spending like a thousand bucks a day on advertising for these events and we were like “We have to get something going, we can’t stop advertising.”
So we looked at YouTube and we hadn’t ever considered it but we’re like “It’s a very similar, interruptive type advertising, it’s very similar in nature. So we threw an ad together, at like 2 in the morning, threw a script together, we dissected a few other ads that we saw and then posted it on YouTube, you know sort of advertising it on the YouTube platform. And we were very pleasantly surprised at the actual result. We were getting better lead prices on YouTube than we were on Facebook.
Darren: This this the first time you’d ever advertised on YouTube?
Marcus: Yeah first time and I mean, obviously we had a sales process that was already working with. So then after that we decided to spend most of our money on YouTube and that was it. And then eventually we realized hardly anyone’s teaching this stuff, hardly anyone’s doing this stuff. In America, it’s like 8% of advertisers are actually using YouTube and so we did some more research to find our own process and teach YouTube. And that’s what what we did and that’s what we’re doing right now.
Adapting to advertise on different platforms
Darren: When you first did an advert on YouTube then, this is for events that you’re running so the same thing that you doing on Facebook?
Marcus: Yeah
Darren: Did you use the same video creative because I presume you were using video creative on Facebook?
Marcus: No we didn’t because, in our research the structure of a YouTube ad is different than the structure you probably do for video creative on Facebook. Now, we’ve used our YouTube creatives on Facebook and gotten good results, we’ve tried using Facebook video ads on YouTube and got results, but not nearly as good and it has to do with the structure of the ad. So, in the structure of the ad, you have the first five seconds which is the hook. So in the hook, you have to call out your dream client before they hit that skip button.
So for example, one of my favourite and most profitable hooks is “Is your Facebook advertising turning your hair 50 Shades of Gray? maybe try YouTube ads.” So in that 5 Seconds, I’m calling out people who are already running ads on YouTube, who already running ads on Facebook and they’re fed up with Facebook or they’re struggling with Facebook and I’m putting the idea of YouTube in their minds.
On a Facebook video, you have to grab their attention, to stop the scroll, you don’t have that on YouTube. On YouTube, you have five seconds to grab their attention and separate the cream from the crop.
Marcus’ Elevator Theory
Marcus: Our structure is hook, elevator pitch, story, close. So its four parts. The reason why I call it ‘Elevator pitch’ is because imagine you’re going to your office building and you get in an elevator and you’re going up to top to talk to the boss, to pitch him an idea. You get to the top, doors open up, the boss gets in and you have from the top to the bottom, which is roughly about 20 seconds, to qualify why your ideas kick ass and that’s exactly what you do in the ad.
So you hook the person you want to talk to, you then qualify yourself, qualify who you are and then why they should listen to the rest of the ad. So for example, “Are your Facebook ads turning your hair 50 shades of grey? Maybe try YouTube ads. Hi, my name is Marcus Svedin and I have helped hundreds of business owners add an additional six/seven figures to their business using simple ads like this. In the next 90 seconds I’m going to show you what how you can target people on YouTube, who are interested in your product, who can afford your product and are ready to buy your product.”
So that’s the elevator pitch, I’ve hooked them, I’ve qualified myself and I’ve explained to them why they should watch this ad.
After that comes a story, this is where you deliver on your promise you made in the elevator pitch. So this is where I talk about what we call credit card out targeting, where we’re able to target people who are interested in your product, they can afford your product and they are ready to buy your product.
Darren: What’s the length of the story because you said it was 90 seconds for the elevator pitch?
Marcus: So the hook goes on for about five seconds, the elevator pitch goes on for about 25 seconds and then the story goes on for maybe 90 seconds, maybe two minutes, somewhere around there.
Then you have the close. Now in the close, a lot of people just say “I’m selling a webinar” “To access the webinar, click on the link below and I’ll see you there.” But in the close, you need to sell the click, for example “If you’d like to discover how simple YouTube ads, just like this one, can add an additional six to seven figures to your business, simply click on the link below, you’ll be taken to a page that looks like this.” This is where you have like a b-roll of what the page looks like. “Where you can register for the webinar or you can book a call with us” whatever it may be, so you’re selling the click.
Finding your audience
Darren: So when you’ve recorded the video and you and you’re happy with it and you’ve used the structure that you’ve talked about. What’s the next step to getting that ad on YouTube?
Marcus: So you need to find your audience, who am I going to send this ad out to? The thing I love about YouTube advertising is the targeting, you cannot find targeting anywhere else. So for example, on Facebook, you can really only target people based on their interests, with YouTube, I can target people who are interested in certain products, I can target people who are not just interested in certain things, I can target people who visit certain websites, I can target people who type in certain search phrases in the Google search bar.
Darren: You know what they’re looking for, what their problems are right now.
Marcus: Exactly, so if someone goes to Google and they type in ‘how to do YouTube advertising’ I have a campaign running saying, anyone that types these keywords into a Google search, the next time those people are on YouTube, I want you to show my ads to them.
So I’m in the search bar typing how to do YouTube advertising and then at some stage within the next few days, I’m on YouTube and an ad pops up to discover how you can do YouTube advertising. So I’m putting my ad in front of someone who is obviously looking for a solution, you can’t really do that on Facebook, you can’t do that anywhere else except a Google Search. But that’s expensive and very competitive, we tried advertising our stuff on Google Search and we were looking at $30 clicks.
Darren: So how does the cost compare with YouTube then?
Marcus: Anywhere between one third and half for cost per click. Now, you can have fantastic targeted traffic but if your sales process sucks, it doesn’t matter at all. Whereas if you have a fantastic sales process that’s proven and works, you could send half decent traffic to it and it’ll convert and it’ll most likely be profitable.
So the cost per click is about a third to a half but your cost per lead may be really high if you don’t have a proven optimised sales process.
About Marcus
Marcus is someone who accidentally stumbled across YouTube ads and has now become an expert in that field. He and his business partner, Ben Jones, run a company which he helps other businesses grow and reach their intended target audience through the use of YouTube ads.
Connect with Marcus:
Website: https://titanmarketer.com
LinkedIn: https://www.linkedin.com/in/marcussvedin/?originalSubdomain=au
Facebook: https://www.facebook.com/marcussvedinofficial/
Instagram: https://www.instagram.com/marcussvedinofficial/
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
