How to Create High-Converting YouTube Ads: Best Practices & Things To Avoid

Summary

In 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.