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Facebook Ads and YouTube Ads: How to Use Them Together

Facebook Ads and YouTube Ads: How to Use Them Together

– If you’re just advertising on Facebook or you’re just advertising on YouTube, you’re doing it wrong. Find out the right way by
watching this video right now. I am very excited to be joined
by video marketing expert Travis Chambers, Founder of Chamber Media, an agency that specializes
in helping businesses develop really scalable social ads. Tell us about one of the
campaigns you’ve done just so people understand
the kind of work that you do. – So we had a campaign
we launched two years ago for a company called Transparent Labs. So we created an anchor video, which is a long form
high production video. It combines entertaining,
educating and also selling. – Travis, I know a lot of what you do has a lot to do with paid acquisition and what I’d love to talk about is YouTube ads with Facebook ads or YouTube ads versus Facebook ads. Tell us a little bit about what your experience has taught you. – So for the most part, one platform usually
outperforms the other, and a few years ago, our mindset was, well let’s pick which platform is best and let’s double down there. We found out that’s the
wrong way to think about it, ’cause what we found is, Facebook is the best prospecting
channel in the world, when it comes to social channels. Facebook has the richest data,
the most third-party layers, and people purchase on Facebook, and give Facebook information, that they don’t give anyone else. But YouTube is much more contextual. It’s more like Google search. It’s more intent based. What we look at as far as Facebook goes, is we look at that as our
go-to prospecting channel. Oftentimes we end up spending a little bit more there
than we do YouTube, however, what we found with YouTube is people use YouTube to research. People don’t really research on Facebook. You’re interrupting them while they’re looking at baby photos or they’re looking at
a trip someone went on. You’re interrupting them. It’s really important to
run them both in tandem. And what we’ve noticed, is the more that we spend on Facebook, the more we’re capable
of spending on YouTube. So, Transparent Labs. When you’re not spending much on Facebook, there’s gonna be a small
amount of people searching for, what’s the best pre-workout? What’s the best workout supplement? But when we spend 100,000 on Facebook, all the sudden your
capacity to spend on YouTube gets much larger. It’s because people are
getting introduced to the brand in an interruption way
that is more difficult to do on YouTube. And that’s not saying you
can’t do that on YouTube, but YouTube tends to be a
little bit more contextual and intention based. So when I’m going on YouTube, if I’m in the market for pre-workout I may be looking at various
workout influencers. And that’s where I can get targeted. But when there’s a larger brand awareness and prospecting play happen, I’m more likely to go to YouTube and start researching
things that are oriented around that product and that brand, and thus my audience gets bigger. The best thing I can compare it to is running a Super Bowl ad and then not running Google search ads, when you know your Google
search is going 100 X. – Give us some tips on how video ads ought to be different on
Facebook versus YouTube, strategy, tactical kind of stuff. – The biggest differences
that I see are intent. When you’re prospecting on Facebook, intent is much less. I’m interrupting you. Viewership’s always
gonna be 30, 20 percent of what it is on YouTube, just by the way they
count the video views, by the nature of the news feed, how people use their attention. They’re scrolling. – So how long are the
ads that you’re typically creating on Facebook? – We actually use the
same anchor video strategy on Facebook as we do YouTube. We’ll make slight
adjustments to the content. There will be a hook that we’re trying to keep you from scrolling, versus a hook that’s trying
to get you to not skip. – Talk to me about that. How can you make a hook that stops you from wanting to scroll? – It’s literally could be as simple as, we have Mr. Cool video. We have the guy throwing a
towel at the camera and says, “Stop scrolling!” – [Michael] Like at a
certain moment in the video? – [Travis] Within three seconds. – [Michael] Oh within three seconds. – [Travis] Yeah. Whereas on YouTube you may actually call out that you shouldn’t skip. But I would say the greater difference is how you retarget. Facebook just lends itself
to more retargeting assets, because you can generally
have more touchpoints with Facebook. With YouTube people are
making a cognitive choice to not skip your ad, and then it’s a game of keep
them as long as possible. The odds of them being into it are higher than they are on Facebook, because you’re usually running that ad behind something they’re
already interested in. So I’m looking at a guy who is teaching me how to lift weights, and then I’m choosing not to skip an ad about pre-workout. Whereas on Facebook I’m looking at my niece’s first day at school, I get introduced this I’m
not gonna be in it as long. So the general conclusion here is you’re gonna have more
touchpoints on Facebook than you are on YouTube. YouTube you maybe have
one, two, three touchpoints to get them to click. Facebook you’re gonna
usually have four or five. For the number of assets that
we run in a Facebook ad funnel is two to three times what
we usually run on YouTube. And the strategy is different. The duration goal on
YouTube is much higher than it is on Facebook. The frequency on Facebook
should be higher. And a greater part of this discussion is a whole new way of
getting people to convert. The old way is huge
traffic, cheap traffic, impressions and clicks. Cheapest clicks you can get. Make your website do all the work. And then get ’em into your tripwires, and your snares, and your
squeeze page, and your funnel, and bother ’em till the cows come home. Our new strategy that’s been
really working well for us, get them to qualify
themselves with your video. If they’re not watching 10 or 15 percent, they have dequalified themselves. Now when someone’s coming to your site, they’ve already watched 30 seconds, 60 seconds of video and then they’ve seen two other videos that are
clarifying their concerns. They’re coming to your website. Your website is not doing
all the work anymore. – That’s really a rethinking of the way the long-form sales page
really has been historically. – I think the long-form still is necessary if you’re doing info products or lead gen, but if you’re just selling a physical good and you want people to
take action quickly, get ’em to qualify, get ’em educated before they come to your website. – Awesome. If you want to learn more about Travis, you want to watch this awesome video that showcases some of the
greatest work that he’s done for some of his clients. Click on it, watch it right now.

5 thoughts on “Facebook Ads and YouTube Ads: How to Use Them Together

  1. Having a lead pre-qualify themselves through content interaction… Interesting concept. I'll need to mull over that one for a while lol

  2. This was incredibly insightful and definitely something to think about—behavior and audience intent for each platform. Thank you for sharing!

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