YouTube Ads: What Marketers Need to Know About YouTube Advertising

Do you post videos on YouTube?

Want to know what makes a video ad successful?

To discover how YouTube video ads work, I interview Derral Eves.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

In this episode I interview Derral Eves, an expert in YouTube and video marketing. He's YouTube-certified in Audience Growth, AdWords, Google Analytics and Video Advertising. He's helped big and small businesses bring in more than 1 billion views collectively.

Derral will explore YouTube ads and what marketers need to know.

You'll discover the formula for creating great video ads.

Share your feedback, read the show notes and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
YouTube Ads
How Derral got into YouTube

In 2006, Derral was doing a lot of search engine optimization work with local businesses when he found their videos ranked easily on Google (this is back when Google had Google Video). Late in 2006, Google purchased YouTube and it became a lot easier to find something on YouTube through Google. Derral realized it was a great way for small shops to share their message and get easy ranking and visibility.

Derral shares how a video that cost $99 to make in 2006 received over 385,000 views on YouTube and has sold more couches for a furniture store than any of their other advertising.

A couple of years ago, Derral started doing his own videos to help clients get answers to common questions. He created a plan of execution, tried to figure out the best trending videos to make and so on. His goal was to get 10,000 subscribers and a million views in that first year. He reached his goal in three months. In six months, he was number-one for training on how to use YouTube on YouTube.

Today, Derral consults with and helps businesses, brands and YouTube channels get exposure, develop an audience and monetize.

Listen to the show to discover what originally led Derral to YouTube.

Why create video ads?

Because video ads convert at a very high level, Derral believes video marketing is a great way to deliver, engage and excite. He says video is powerful if it's done right, but can be negative if it's done wrong.

Derral talks about working on the video ad for the Squatty Potty, which appeared on Shark Tank. As of this recording, the video has 43 million combined video views from Facebook, YouTube and some freebooted video.

httpv://www.youtube.com/watch?v=YbYWhdLO43Q

Although Derral found that Facebook video is good for branding and engagement, he says the video got better conversions with YouTube.

Listen to the show to discover the benefit of Facebook video versus YouTube.

The process for making video ads

Derral says you need to start by determining what you want to accomplish with your video ad. He cautions that if you have 80, 10 or even 3 things you want to accomplish, then it's never going to work. You need narrow it down to one reason to make the ad. Then everything else will benefit from it.

When you know what success looks like, you work backwards to get someone to take the desired action at the end of your video. Derral says you have a short amount of time to accomplish this and walks listeners through the steps he uses to build YouTube video ads: capture attention, talk about the problem and offer a solution.

He believes that if you do this correctly, you can repeat it several times throughout the video and you can keep your audience engaged throughout the process. For example, even though the Squatty Potty video is long (2:54 minutes), the audience retention was high and over 80% of the people who click on it watch the whole ad.