How to Create High-Converting YouTube Ads: Best Practices & Things To Avoid
Summary
TLDRIn this video, Michelle B from Learn with Shopify VOS discusses the top six mistakes to avoid when running YouTube ads. She emphasizes the high conversion rates possible with YouTube ads, typically over 12%, and advises on proper conversion tracking setup, allowing sufficient data collection time, creating effective landing pages, and analyzing ad performance to optimize campaigns. Michelle also stresses the importance of ad creative and budget management, suggesting a five-part ad structure and testing different ad variations for better results.
Takeaways
- 🔍 YouTube ads can offer a conversion rate of over 12%, which is significantly higher than the 1-3% average for e-commerce pages according to Google Analytics.
- 🌐 Advertising on YouTube provides massive reach due to its large audience base of billions of users.
- 🎯 Targeted advertising on YouTube allows you to strategically choose your audience based on demographics, interests, viewing history, and more.
- 👀 YouTube's audience is highly engaged, increasing the chances of your ad being seen and remembered compared to other platforms.
- 🛠️ Ensure conversion tracking is set up correctly when running YouTube ads to accurately measure performance and ROI.
- 📈 Start with broad targeting to gather data, then refine your audience targeting based on campaign insights to improve ad effectiveness.
- 🕒 Be patient and give your ad campaigns enough time to gather data for optimization; don't expect immediate results.
- 📱 Make sure your landing page is optimized for sales, is mobile-friendly, and highlights benefits over features to avoid losing potential customers.
- 🔍 Analyze your funnel to identify where people are dropping off and optimize your messaging and offer for improved conversion rates.
- 🎯 If your campaigns are running out of budget and performing well, consider increasing your budget to scale your ads effectively.
- 📊 Test different ad variations to find what works best, and structure your ads with a hook, promise, call to action, proof, and a repeated call to action.
Q & A
What is the average good conversion rate for a YouTube ad campaign?
-A good conversion rate for a YouTube ad campaign is usually over 12%, according to LinkedIn.
What are the advantages of advertising on YouTube?
-Advertising on YouTube offers several advantages such as a high conversion rate, massive reach due to billions of users, targeted advertising capabilities, and a highly engaged audience.
Why is YouTube's audience considered highly engaged compared to other platforms?
-Unlike other platforms where users might be multitasking or mindlessly scrolling, YouTube's audience is highly engaged, often watching with full attention, which increases the chances of ads being seen and remembered.
What is the first thing to check when setting up YouTube ads to ensure proper conversion tracking?
-When setting up YouTube ads, the first thing to check is the Google Tag Manager tags and conversion tracking pixels to ensure they log whenever a user completes a desired action.
How can one test if conversion tracking is set up correctly on their YouTube ads?
-One can test conversion tracking using Google Tag Assistant or by simulating conversions to ensure data is flowing correctly between the website, Google Tag Manager, and Google Ads.
Why is it important to give YouTube ad campaigns enough time and data collection?
-It is important to give YouTube ad campaigns enough time and data collection to allow the algorithm to gather data on who responds best to the ads and to optimize the ads accordingly.
What should one do to ensure their landing page is optimized for sales?
-To ensure a landing page is optimized for sales, one should highlight benefits over features, use high-quality videos, catchy headlines, subheads, and avoid massive paragraphs. Adding testimonials, ratings, and reviews can also add credibility.
What does the presenter suggest to do when analyzing data to improve conversion rates?
-When analyzing data to improve conversion rates, one should look to their funnel to see where people are dropping off and then make optimizations to their messaging and offer.
Why might a YouTube ad campaign be running out of budget?
-A YouTube ad campaign might be running out of budget because it has the potential to scale, and YouTube will spend the budget to continue making the ads successful by hitting the CPA targets.
What structure should ads follow to make great ad creative?
-Ads should follow a five-part structure: hook, promise, call to action, proof, and call to action again.
What is the significance of the presenter's personal story about playing pickleball?
-The presenter's personal story about playing pickleball serves as a metaphor for being open to learning and improving, which is a theme that can be applied to optimizing YouTube ads by being receptive to feedback and making adjustments.
Outlines
🎯 YouTube Ads Optimization Tips
Michelle B introduces a video discussing common mistakes to avoid when running YouTube ads. She emphasizes the high conversion rates possible with YouTube ads, often exceeding 12%, and compares this to the 1-3% rate for e-commerce pages on Google Analytics. Michelle highlights the platform's advantages, such as its massive reach and the ability to target specific demographics and interests. She also points out the high engagement level of YouTube's audience, which is more likely to pay full attention to ads. The video promises a ranking system to guide viewers through tips, starting with the basics of setting up conversion tracking correctly using Google Tag Manager and ensuring that conversion actions are well-defined.
🌟 Maximizing YouTube Ad Effectiveness
In this section, Michelle discusses the importance of allowing sufficient time and data collection for YouTube ads to be effective. She advises starting with broad targeting to gather data and then refining the audience based on campaign insights. The summary also touches on the need for patience, as immediate results are not expected, and the algorithm requires time to learn and optimize. Michelle also stresses the importance of having a strong landing page that is optimized for sales, highlighting the need to focus on benefits rather than features, and to include high-quality videos, catchy headlines, and customer testimonials.
🚀 Advanced YouTube Ad Strategies
Michelle shares a personal anecdote about learning to play pickleball and uses it as a metaphor for being open to advice and learning, which transitions into a reminder about the Shopify free trial for building an online store. She reiterates the importance of the channel's focus on learning with Shopify and encourages viewers to subscribe for more content. The summary wraps up with a light-hearted life update and a reminder about the free trial offer, maintaining a personal and engaging tone throughout.
Mindmap
Keywords
💡YouTube Ads
💡Conversion Rate
💡Targeted Advertising
💡Engagement
💡Conversion Tracking
💡Google Tag Manager
💡Data Collection
💡Landing Page
💡Optimization
💡Ad Creative
💡Budget Management
Highlights
Top six things to avoid when running YouTube ads
Good conversion rate for YouTube ad campaigns is usually over 12%
YouTube allows for massive reach with billions of users
Targeted advertising lets you choose specific demographics and interests
High audience engagement on YouTube increases ad visibility and memorability
Ensure conversion tracking is set up correctly before running ads
Test conversion tracking using Google Tag Assistant or simulate conversions
Give your ad campaigns enough time and budget to collect data
Start with broad targeting to gather data, then refine your audience
Ensure your landing page is optimized for sales and conversions
Highlight benefits over features on landing pages to drive positive outcomes
Use high-quality videos, catchy headlines, and concise text on landing pages
Add credibility with testimonials, ratings, and reviews on landing pages
Analyze your funnel to see where people are dropping off and optimize accordingly
Michael's story: adjusting ad creatives to reduce click-away rates
Consider Shopify for building an online store to sell products and services
Ad creative should follow a five-part structure: hook, promise, call to action, proof, and call to action again
Don't pause campaigns that are running out of budget, as it may indicate potential to scale
Test different ad variations to see what performs best
Write headlines that evoke emotion and urgency
Michelle B's personal life update and reminder about the Shopify free trial
Transcripts
you're running YouTube ads and they're
not working or you're thinking of
running YouTube ads but before you start
dumping in your hard-earned cash you
want to make sure you know what you're
doing reasonable well in this video
we're going to talk about the top six
things that you want to avoid when
running YouTube ads my name is Michelle
B you're watching learn with Shopify Vos
let's get into
[Music]
it there are several advantages to
advertising on YouTube making it a
powerful tool whether you're a one show
or you're running a large business so
what benefits can you expect when
running YouTube ads okay so you'll be
happy to know that a good conversion
rate for an e-commerce page when looking
at Google analytics is often 1 to 3% for
a YouTube ad campaign a good conversion
rate is usually over 12% this is
according to LinkedIn and I think that
this speaks a lot to the power that this
advertising platform can harness as a
business advertising on YouTube can be
so beneficial because it allows for
massive reach YouTube has a hug huge
audience with billions of users logging
on every month so it is a great platform
to get your business in front of a large
audience but not just any large audience
you can strategically choose who you'll
advertise to with targeted advertising
right down to the specific demographics
and interests and even viewing history
and the types of videos they typically
watch one thing that I love about
YouTube advertising is that unlike any
other platforms the audience is highly
engaged with other platforms a user
might be multitasking or maybe they're
like mindlessly scrolling but YouTube's
audience is so dialed in to the point
where they're on the couch with their
full attention on the screen this
increases the chances of your ad being
seen and remembered some of you guys
seem to like the ranking system in my
last video um we went from easiest to
hardest tips ranked by hot peppers the
harder the tip the higher the heat so
we're going to do that again in this
video starting with the easy stuff we're
going to start off nice and easy guys so
this first tip she is a red bell pepper
no spice whatsoever when you're setting
up your YouTube ads you want to make
sure that your conversion tracking is
set up right imagine setting this up
wrong and not having the right
information about how your ads are
performing and the ROI that would not be
good there is money involved here okay
guys so we want to make sure that we're
setting this up to Perfection so the
main things we want to check are that
one we have our Google tag manager tags
these conversion tracking pixels log
whenever a user completes a desired
action and how Google knows what a
desired action is is through conversion
actions so number two you want to make
sure that you have these set up and then
Google understands whether you want a
purchase or a sign up or whatever but
make sure sure sure sure that everything
is good and in working order before so
you want to test your work test your
conversion tracking using Google tag
assistant or simulate conversions to
ensure that data is Flowing correctly
between your website GTM and Google ads
red bell pepper done guys the other day
actually I realized realized that red
yellow and orange bell peppers taste the
exact same I did I closed my eyes and
they were the exact same I thought red
was my favorite but all along it turns
out that we're living in The Matrix
anyone ever noticed that let me know
guys in the comment section down below
okay we're turning up the heat for this
one okay guys this next one is a
shashido pepper guys one in every 10 are
spicy did you know that it's like a
roulette okay focus Michelle the reason
that your YouTube ads might not be
working is because you might not have
enough data maybe you run your ads for a
little while and then you're like ah
you're scared you know you get nervous
you turn them off if you're not giving
your campaigns enough time or spending
enough money to collect that data that
is needed then unforge YouTube can't
determine if your ads are effective and
optimize accordingly you know what I
mean the YouTube ads won't be able to
add so how do you make sure that you
give it enough data okay first you want
to try starting with broad targeting
wider audience targeting options allow
the algorithm to gather data on who
responds best to your ads after you let
that run and you have some data in the
bank you can refine your targeting then
at this phase use insights from your
campaign reports to segment your
audience based on demographics interests
and behaviors this allows you to focus
your ads on users that are most likely
to convert you want to be patient you
want to give a time okay party people
don't be expecting a barn burner on the
first day of running your ads did I just
say barn burner who talks like this but
don't expect immediate results is
basically what I'm trying to say it
takes time for the algorithm to gather
data and to learn what works best for
your specific campaign is anyone feeling
the heat a little bit it's getting a
little spicier in here o laa okay so we
just jumped to a Sano pepper now when I
was a we thing I tried my first sweet
chili heat Dorito have you guys ever
tried those uh I was like 10 so
naturally I coughed from the spice and I
just remember my dad cracking up that
was not the Mexican he raised me to be
not handling a Dorito no sir and I have
not coughed from spice since that day so
before running your ads you want to make
sure that your landing page is perfect
perfect perfect because if you have a
killer ad and then the landing page is
looking weak or like untrustworthy or
like God forbid not mobile optimized
what is this $1 1999 our potential
customers might just you know get the
ick they might leave and we want to make
sure that we're not losing money so you
want to avoid not having a good landing
page that is optimized for sales this
this and this are all examples of strong
landing pages this is not this is not
this is not so how can you make landing
pages that look like this and not like
this highlight benefits not just
features like focus on the why so
instead of listing features like this
water bottle is compact you want to
emphasize the benefits and the positive
outcomes users will experience like this
water bottle is the perfect cup holder
size so you'll never have a spill again
oh you see we're bringing up the spice
that one was just off the Dome I like
that also you want high quality videos a
super catchy headline and subhead and
guys while we're speaking of text no
massive paragraphs now I know that's so
hard because we just have so much we
want to say but you want to keep it
Point form and of course add
testimonials ratings and reviews to add
credibility it might be your landing
page that is hindering your sales so if
you keep those tips in mind you'll be
great heat up chocolate habanero that
sounds literally delicious but this one
is spicy because it's not cut and dry
guys it's not step by step you need to
be a problem solver and an analyzer you
have to let the data tell you a story so
the tip is this you must look to your
funnel to see where people are dropping
off then you want to make optimizations
to your messaging and offer for improved
conversion rates for example let's say
Michael is a fitness Enthusiast and he's
determined to grow his YouTube channel
let's pretend he's super excited to have
invested in creating YouTube ads and
initially Michael was happy with number
of clicks he had generated but upon
closer inspection of the data he
realized that viewers were clicking away
just seconds into the ad before even
seeing the full messaging about his
program so now it's up to Mike to infer
why these people are clicking away he
thought maybe the moves I'm showing at
the beginning of the ad look too hard
and beginners are intimidated so he
created a new ad that started by
acknowledging the challenges that
beginners face with that Mike was able
to significantly reduce the clickaway
rate and increase the number of viewers
who watch the entire ad so you can see
why this could be hard you know
sometimes it's hard to tell with
certainty what the issue is and often
it's not going to be something that you
can even Google right you need to use
your common sense and experience to make
your ads better over time the key is to
find one thing at a time that you want
to improve and use your best guess as to
what might be causing you issues do this
by pulling one lever at a time so that
you can be sure that that lever that you
pulled was directly correlated with the
outcome pull the lever grun wrong l
if you're using YouTube ads you might
have something to sell just a guess and
if you have something to sell but aren't
selling online yet then you might want
to consider Shopify so Shopify is an
online store Builder that helps you sell
products and services to anyone anywhere
in the world so if that sounds good to
you I will leave you guys the link for a
free trial in the description box the
trial truly is free and it'll let you
play around so that you can see if you
like it but yeah guys this is a Shopify
power Channel which is why I bring it up
but not even the only reason I bring it
up because I personally like it I
recommend it to my friends and family
and I personally just think it's a great
product so yeah free trial in the
description box okay back to it the ad
creative might not be hitting and this
next tip on how to make great ad
creative is a Carolina Reaper okay guys
not for the Fain of heart because we are
back in subjective land if you're seeing
that your campaigns are running out of
budget if you can help it try not to
pause it even though it might feel scary
one of the best signs that your campaign
has the potential to scale is that that
the only thing that's holding it back is
budget limitations or in other words if
you could put more money into the
campaign YouTube will spend it to
continue to make your ads Successful by
hitting your CPA targets at that point
YouTube is going to give you
recommendations for what you should
increase your budget to of course up to
you to decide whether you have cash flow
to support these suggestions but rule of
thumb is you want to spend money on the
campaigns that are making you money
structure so ads should follow a
five-part structure hook promise call to
action proof and call to action again
length of your video matters check your
data to see where people are dropping
off and that will indicate where your
audience attention span lies and of
course testing it's important to test
different variations of your ad to see
what performs best be mindful also how
you write your headlines you can call
out a duration like see results in 28
days and in your headlines you can speak
to a benefit as well so like lose weight
gain muscle for example use a power word
or power words like uh challenge
transformation these are going to evoke
emotion and urgency and that is a wrap
that is a chicken Caesar wrap hold the
hot peppers because we're tapped out and
hold the chicken too because I don't
like chicken unless it's fried speaking
of fried guys the other day I absolutely
fried my body so okay I have been
obsessed with pickle ball fastest
growing sport in America and the other
day I was on the court for it was 2
hours so I got paired up with a
gentleman and he started telling me how
to play okay and at first I was like I
was annoyed right I got into feminist
mode but then I was like to myself okay
listen he's just trying to help and I
was like okay lean into it lean into it
this could be good and I did I fully
leaned into it because the next thing
you know two hours go by and this
retired tennis teacher was basically
giving me a free lesson he was like use
your core can you guys picture this he
was like use your core and I was like
that means nothing to me but then like
two hours later I was in fact using my
core and my skills just went up okay
guys that was my life update that was
fun um gentle reminder that the Shopify
free trial is in the description box if
you want to get started building your
very own online store learn with Shopify
is the name of this channel Michelle Bal
is the name that my parents gave me love
that we got to hang this week and if you
guys want to hang next week as well hit
subscribe and I will see you then peace
[Music]
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