In conversation with YouTube ads specialist Marcus Svedin.
In episode #67 of The Committed Creative podcast, Marcus Svedin, founder of marketing agency Titan Marketer, explains the power of YouTube advertising and provides valuable insights on how you can optimise this type of marketing.
YouTube has gained significant traction in recent years, and with its massive user base and unparalleled targeting capabilities advertising on the platform has become a game-changer for businesses looking to expand their reach and drive results.
Advertising on YouTube
Unlike other social media platforms, YouTube’s targeting capabilities are unparalleled, allowing you to reach people who are actively searching for your products or services.
Marcus explains, “The biggest problem with other platforms is that they are highly competitive and expensive. YouTube, on the other hand, offers a less saturated market with highly effective targeting options.”
The benefits of YouTube advertising
One of the key advantages of YouTube advertising is its ability to deliver highly targeted messaging to potential customers.
Marcus explains, “On YouTube, we have a targeting method that we call the credit card out targeting process. This allows us to target people who are actively looking for our clients’ products or services and are ready to make a purchase.”
With Google’s vast amount of user data, businesses can leverage this information to target specific demographics, interests, and even income levels.
Another significant benefit of YouTube advertising is the power of video messaging.
"Video advertising allows businesses to deliver their message in a more engaging and memorable way. With a skippable Instream ad, businesses have at least 5 seconds to capture the viewer's attention and convey their value proposition."
This gives you the chance to connect with potential customers through video content in ways that can be more effective than other platforms – as users don’t have the option to keep scrolling.
Creating effective video ads
When it comes to creating video ads, Marcus emphasises the importance of understanding your target audience. He advises you to think about your avatar, ideal customer, and tailor your messaging accordingly.
Marcus shares an example, “If your target audience is business owners who are struggling with Facebook advertising, you could start your ad with a hook like, ‘Is your Facebook advertising turning your hair 50 shades of grey? Maybe it’s time to try YouTube ads.'”
By speaking directly to the pain points and interests of your target audience, you can capture their attention and encourage them to continue watching.
There’s also a particular ad structure that works well with audiences, called the four-part structure: hook, elevator pitch, story, and close.
The hook is the most critical part of the ad, as it determines whether the viewer will continue watching. Marcus advises you to focus on delivering value and create compelling reasons for the viewer to keep watching. He also emphasises the importance of a strong close that sells the click and directs viewers to take the desired action.
The power of retargeting
Retargeting, or remarketing, is a crucial strategy in YouTube advertising, plus it saves you ample time – you can simply repeat what is already working.
Retargeting allows you to reach out to people who have already shown interest in your products or services – meaning they’re a warm audience.
These warm leads are more likely to convert and by targeting individuals who have visited your website or engaged with your content, you can significantly increase your conversion rates.
Marcus emphasises, “Retargeting is the cheapest and most profitable form of traffic. It’s essential not to let potential customers slip away and to continue reaching out to them through retargeting ads.”
YouTube channel growth strategies
If you’re looking to grow their YouTube channel and increase your subscriber base, Marcus advises focusing on creating compelling thumbnails and titles for your videos.
By researching successful channels in their niche and analysing their thumbnails and titles, you can gain valuable insights into what resonates with your target audience.
Marcus also recommends focusing on delivering valuable and engaging content consistently. While the frequency of uploads may vary depending on your business’s capacity, Marcus suggests aiming for at least one video per week to maintain engagement and visibility.
Industries that thrive on YouTube advertising
While YouTube advertising can benefit businesses across various industries, Marcus highlights that it is particularly effective for those with high-value clients.
If the lifetime value of a client is significant, such as five thousand dollars or more, YouTube advertising can be highly profitable.
This is because it can be a more expensive way to generate leads compared to other platforms – but once you have the leads you can potentially sell them high ticketed items.
Industries such as law, healthcare, finance, and professional services can leverage YouTube advertising to reach their target audience effectively.
The importance of website load speed
In the world of paid advertising, businesses must ensure that their landing pages or websites load quickly.
If your landing page load speed is more than three seconds, you risk losing a significant portion of your traffic – because people have short attention spans, so the time it takes for users to see your content is crucial.
"We noticed a drop in conversion rates and realised it was due to slow load speeds. By optimising our landing pages, we were able to significantly improve our results and avoid wasting money on traffic that never saw our page."
YouTube is changing the way we do business
YouTube advertising offers you a powerful platform to connect with your target audience and drive results.
With its unparalleled targeting capabilities and the ability to deliver engaging video content, YouTube has become a game-changer in the advertising landscape.
As businesses continue to adapt to the digital age, YouTube advertising will play an increasingly important role in their marketing strategies.
By leveraging the power of video messaging and targeting, you can reach your ideal customers more easily if you create a targeting YouTube marketing campaign.
Marcus Svedin’s expertise in YouTube advertising provides valuable insights into the strategies and best practices for businesses looking to leverage this powerful platform.
As the digital landscape continues to evolve, YouTube advertising will remain a key tool for businesses seeking to expand their reach and drive results.
