In my last pay per click article we talked about using Google AdWords to run video ads on YouTube. In that article, I outlined the methods and the formats in which the ads are served. In this article let’s talk about producing those videos, and what makes people stick around and watch your ads.
• Tell Your Story – Your customers and potential customers want to know your unique story, and what makes your success story so different from all the others out there in the online world. Start your video with the most interesting part of the story and hook them in early, then go through a quick chronology of your firm’s highlights, lowlights, and points of learning.
• How to Videos – Share your knowledge with your customers, teach them something valuable, and make yourself the expert in the field. When your viewers see you and your firm as the source of all information for the relevant business they will come back to your video channel and website time after time.
• Customer Testimonials – You and your company have a loyal group of followers and devotees who we will call advocates. Get these people to give short testimonials in regards to what they love about your company and your people. Have them tell their favorite story that turned them from customer into advocate. We know you think your company is great, now let’s get outsiders to share how much they love your great company.
Get your key content in the video early: you have just a few seconds to grab the viewer and convince them to hang on for your entire video ad. You have 15 seconds or less before viewers lose interest, so give them your differentiating statement in the first ten seconds. Make a bold statement, tell them why they want to watch, and grab them with a strong visual image.
Include a strong call to action: do you realize that viewers can click on your video ad, and bring traffic to your website? Give your viewers a strong call to action in your video and banner ad to give them a reason to visit your website and convert. Choose your landing page wisely. And please, don’t use your homepage, it is one the Google AdWords and this expert’s no-no’s.
YouTube is the second largest search engine going right now, so expand your advertising reach and start running video ads. These video ads don’t have to be of the finest production value to accomplish your advertising mission. Smart phone, tablet, and GoPro videos all speak to viewers as long as the video contains a unique and relevant message. Have fun with it and get advertising with your YouTube video channel.
As always, if you have questions on video ads or anything related to Google AdWords don’t hesitate to contact me.