Smart Agency Podcast: The #1 Digital Agency Podcast for Social Media, SEO, PPC & Creative Agencies

Is your agency able to turn video views into paying clients? Do you know how to craft an effective video ad and test its results? Why is YouTube still the platform yielding better results for your video ads? Today’s guest specializes in video advertising and knows many agencies still haven’t fully tapped into the potential for video ads to engage customers and drive results. He’ll unpack why YouTube specifically is the best platform for agencies to focus their video efforts and the key ingredients for crafting attention-grabbing YouTube ads that convert. Tune in to learn to maximize your video marketing efforts, leverage data-driven video campaigns, and understand the video marketing opportunity agencies cannot afford to ignore.

Jake Larsen is the owner of Video Power Marketing, a video marketing agency that aims to help clients power their businesses by leveraging video and YouTube ads. For ten years his agency has helped clients understand the importance of creating the right video, targeting the right audience, and presenting them with the right offer to achieve successful results. By following this formula, agencies can effectively utilize video ads on YouTube to grow their client base.

In this episode, we’ll discuss:

  • Why agencies should prioritize YouTube for their video content.
  • 3 elements to creating a successful YouTube ad campaign.
  • Keys to building the right message and offer.


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Why Agencies Should Prioritize YouTube for Video Marketing Efforts

In many cases, the reason why many people don’t get the views they should be getting on their videos comes down to the platform. For his part, Jake likes YouTube as a unique platform for reaching a highly targeted audience.

One of the key advantages of YouTube ads is the quality of views they offer. Unlike other platforms like Facebook and Instagram, where a view is counted after just a few seconds, YouTube considers a view when the viewer watches at least half of the ad or 30 seconds, whichever comes first. If you’re using YouTube ads, you can be assured that those ads are being seen by engaged viewers likely to convert into leads or clients.

Another advantage of YouTube ads is its intent-based targeting. Since Google owns YouTube, agencies can target viewers based on their search behavior on Google. For instance, if someone searches for "how to grow my marketing agency" on Google and then goes to YouTube, they’ll probably be served an ad related to growing their agency. This highly relevant audience-to-message ratio makes it easier for agencies to connect with their target audience and deliver their message effectively.

In terms of mindset, just remember to create ads that focus on the audience and their problems, rather than solely promoting your business or product. They suggest that great ads are those that offer solutions and make the audience's lives better. They advise advertisers to consider their target audience, how to grab their attention, build trust, and offer something that will improve their lives.

3 Elements to Creating a Successful YouTube Ads Campaign

To create a successful YouTube ad campaign, Jake suggests focusing on three key elements:

  1. Can you create the right video?
  2. Can you reach the right audience?
  3. Do you have the right offer for that audience?

If you can get those three elements to line up at the right time, you’ll maximize your results. Agencies need to create compelling videos that resonate with their target audience and effectively communicate their value proposition. After that, they need to ensure that their ads are being shown to the right audience. Lastly, agencies need to provide the right offer that entices viewers to take action, whether it's signing up for a newsletter, booking a consultation, or making a purchase.

YouTube ads offer agencies a unique opportunity to reach a highly engaged audience, and with the right approach, they can effectively grow their client base and drive business growth.

What are the Keys to Building The Right Message and Valuable Offer?

To successfully utilize YouTube ads, Jake recommends crafting a message that resonates with your target audience. He suggests addressing their specific pain points or needs. This requires a deep understanding of your audience and their motivations. In terms of how this message is constructed; in particular, Jake recommends not skipping these key elements:

  • Effective hook,
  • The problem you’re trying to solve,
  • A solution to that problem,
  • Credibility,
  • Call to action,
  • And words of inspiration.

You need a valuable offer to entice viewers to engage with your ad. Offer something of value in exchange for their contact information, such as a free ebook or training. By providing something valuable, you can build trust and establish credibility with potential clients.

Once you have the right message and a valuable offer, it's crucial to test different aspects of your ad to ensure its effectiveness. This includes testing different videos or variations of the same video to see which resonates best with your audience. This way, you can identify which videos generate the most engagement and conversions, allowing you to optimize your ad strategy and improve your results.

Are Shorter Ads Always the Best Option for Agencies?

Are shorter ads really more effective? We all know people have short attention spans, however, according to feedback Jake and his team have found that their two to three-minute video ads consistently outperform 15 to 20-second ads.

For Jake, this is probably due to the fact that longer ads provide the necessary time to tell a story or create a connection with the audience. Additionally, he says 15 or 20 seconds is not enough time to engage viewers and prompt them to take action. Shorter ads may work for well-established brands like Nike or Starbucks, which have already built recognition and trust among consumers.

Furthermore, Google may prefer shorter ads to keep viewers on the platform for longer. As long as an ad is engaging, it can be longer than 15 or 20 seconds and still be effective.

The effectiveness of ad length depends on the goals of the campaign. If the goal is to grow brand recognition and measure impressions and views, shorter ads may be more successful. However, if the goal is to drive traffic to a website, generate leads, or have viewers take specific actions, longer ads of at least 60 seconds. Ideally, two to three minutes may be the most effective.

With YouTube, advertisers can target audiences who have visited their website or are on their email list. Additionally, if an advertiser has a YouTube channel with over a thousand subscribers or views, they can target those viewers with specific ads based on their previous interactions with the channel.

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