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How to Promote Your Business with YouTube Advertising

How to Promote Your Business with YouTube Advertising


– Should you be using YouTube advertising to grow your business? The answer is yes. A lot of business owners are focusing on Facebook and Instagram, and those are great platforms, but YouTube is one of the
most overlooked opportunities for business owners right now. But a stat showed us that less than 10% of US small businesses are actually using YouTube
to grow their business. And so, I just got done sharing a keynote at the University of San Diego,
all about how to use YouTube to grow your following, make more sales, and generate more profits. And in the first part, I talked all about YouTube advertising. So, if you wanna get started no matter where you are in your journey or what your budget is,
you’re gonna love this video, so let’s get into it, coming up. (upbeat electronic music) And so, there’s massive opportunity to grow your business on YouTube right now and I just wanna talk about
briefly and then we’ll do Q&A, three different ways, and these are actually,
like, the only ways to grow your business on YouTube and the ones we should be focusing on. Number one, in order in fact, YouTube ads, influencers,
and then content. That’s the game. You’re either gonna jump
into YouTube advertising and you may stay there, you
might do influencers as well, or you might do all three,
or pick and choose which one. I would recommend, of course,
scaling into doing all of them because that is where you’ll
get a force multiplier effect. Let’s start off with YouTube ads, the fastest and easiest, quote unquote, way to leverage YouTube,
and the reason why is ’cause you only need
one video to start. If you just get one ad
done, one video to run, one thing to build your thing, that is all you need to start with and then you could start running
ads with that on YouTube. And here’s a case study, Purple.com, and they’ve been around for a while. Has anyone heard of Purple mattresses? Wave at me, say yes. Yeah, like, half the room was waving. So, it’s a Utah-based company and they’ve been around since around 2016 and they are 100% self-funded company and they scaled profitability
with video marketing. And so, Bryant Garvin, the
lead advertiser at Purple, he attributes his company’s rapid success to their video marketing campaigns. And what they have done since launching these different video ads is they have now driven over
one billion video views, and he said this, “YouTube
gives us a key opportunity “to tell our story in a unique
way that engages audiences.” And so early on, they
actually kind of bootstrapped, worked with a production company, and got some ads created themselves. They ran a successful Kickstarter campaign when they were starting. Then a little bit later in
the game, they launched an ad. This one is kind of based on Goldilocks, and they worked with a company
called the Harmon Brothers who are famous for running viral ads. This video ad has 177 million views here on YouTube that was driven by not just ad spend but also what’s triggered organically because the ad is so good and it’s creative and it tells their story and it’s funny and it’s shareable. So, ads get it started and then the creativity of the
ad lets organic go crazier. Now, it always gets a little awkward when you show a picture on the screen of a woman sitting on a
toilet using a Squatty Potty. Maybe it’s just for
me, but I mean, that’s, has anyone ever head of the Squatty? But this is the original
bathroom toilet stool. It’s seven inches and it’s 24.95. It’s a piece of plastic that actually helps kind of
unkink your digestive system. And I’m just gonna keep going ’cause it’s kind of
awkward, but here we go. And so here’s the deal. Squatty Potty, the
company, did a commercial that, again, is a viral ad
that they ran cross-platform as they did with the Goldilocks one, but YouTube was a major
place where they ran it. Now, listen to some details
about this campaign. It was credited for a
600% leap in online sales and a 400% increase in retail
sales at Bed Bath & Beyond. It generated $15 million of revenue in 2015, and the video’s dubbed, “The unicorn changed the way I poop.” Yeah, you could tweet that if you want. You can just put that out. But it goes on to say that
ultimately, they remixed it. They also, once the ad had popularity, they remixed it and put that out. That got a hundred thousand
shares on Facebook. It was an auto-tune remix called “The Best Poop of Your Life.” And then they also even
followed up a video before this about girls don’t poop, which
racked up 54 million views. And as, again, interesting as this campaign is to talk about, I think it’s important to know that the power of a creative video ad can revolutionize your
business and your brand. The Harmon Brothers are
the creators of that ad and they have a book that
I would highly recommend, write that down, take a picture
of it, “From Poop to Gold,” but they have really kind of
dialed in a creative formula for how to make ads that are entertaining, that people actually wanna
watch, they wanna share, but that are also very effective
for building your business. And they have multiple levels as well. So, not only getting the book could maybe give you some
ideas to bootstrap yourself but they also have, like, a course, and they even have the ability
to hire them as an agency, et cetera, et cetera, and I
think that is a phenomenal idea to explore those types of
things related to YouTube ads. Hey, if you’re getting
value out of this video, could you smash the Like button? Thanks. For me, just personally
in our small business, we’ve only spent tens of thousands
of dollars on YouTube ads with only one ad format. That’s TrueView in-stream ads. Have you seen this before? We’ve all been on YouTube,
you start the video, and then you have a chance
to skip the ad, right? Powerful. That’s the only ad format
that we have personally used and it’s been massively effective for us. And for us, our industry, we’ve averaged $1.50 cost per lead, which is nearly half our
lead cost on Facebook. Again, I’m gonna pester you,
please start using YouTube even if you just start with
one ad and a simple ad. But there’s also, there’s multiple different
advertising options on YouTube, TrueView ads, you can
do non-skippable ads. They have six-second bumper ads now that could play at the end of a video or in between two videos. Display ads, overlay ads, sponsored cards, and masthead format. You don’t need to capture all that ’cause I know I said it so fast. How would you have? So let’s summarize a few
things about YouTube ads and why I think they’re
such a major deal for us just to get started if we wanna dip our toes
into the YouTube game. The first one’s create omnipresence. Who here is using Facebook ads? Please raise your hand
as high as possible. Actually not, well, probably
I’m thinking everybody but, like, only half the room, but I’m gonna go with everybody. Why not use other platforms
to create omnipresence? As users touch you, you touch
a website, you’re remarketing, then they’re seeing you on YouTube, they’re seeing you on Facebook, it is a great way to get more exposure to your target customers. YouTube CPM is remaining low,
so if you’re looking for ways to better spend or more
maximize your marketing dollars, YouTube ads is a great way to look into. Free brand impressions. So, check this out. Those in-stream ads that are skippable, if the person skips the ad, you don’t pay. If the person does not
watch a full 30 seconds, you don’t pay, so I recommend making that
video longer than 30 seconds and then what you could do is
people watch a few moments, they’re like, “Huh,
okay, all right, cool,” but they still skip it and you don’t pay, but what has happened? It’s a brand impression. You’ve probably all seen that, I think, with Google recently said that it now takes 21 to 24 touchpoints to actually drive a viable sales lead. And so, getting free brand impressions is a really good idea. Now, when we get to Q&A, I can also speak to you from
the influencer perspective since I am a content creator
myself, and so in one sense, part of what I’m marketing is
my weird-looking face, right? And so when you think about
this free brand impressions, when I’m running these ads, I run into people, places, they
go, “I see you everywhere.” That’s good for your business, isn’t it? Thank you everybody, have a good, I mean, that’s good for
your business, right? I mean, yeah, like, that’s amazing. So, free brand impressions,
you’re running some ads. Purple tracked that they
saw brand lift a term where search traffic increased for free because of getting brand impressions that people were not paying for. People go, Purple mattress. They start searching you
out, they start googling you, which is a free way to grow your business. 98% of YouTube videos are
watched with the sound on. Facebook, 98% of the videos
are watched with the sound off. Same thing on Instagram. More and more stories, the sound is off. People are tapping through, so you definitely wanna make sure copy and whatnot is on there. But on YouTube, the intent, the reason users are there
is to have that sound on, so that’s exciting as well. And then, of course, remarketing. That would also, I would think, the kind of a minimum effective
dose to jump into YouTube is to consider remarketing
when people touch your website or certain pages of your
website or your promotions, but also certain videos. So, what’s cool about
YouTube similar to Facebook is if you are also
uploading organic content, you could serve ads just to people who’ve
watched certain videos, therefore volunteering their interest in that particular topic. And so, lastly, don’t put
all your eggs in one basket. I know that at times I’ve had
friends, brands, businesses that have had troubles
with their ad accounts, have had ad accounts shut
down, paused, even deleted, and prices go up, competition
can be all over the place, and so diversification, just
like in our personal finances, just like in many areas of our life I think is also very wise to do in our marketing strategies
for our businesses. And so you only need one video to start to get going with video ads. And so, a couple of just practical ideas. You could create it in-house. Like, maybe you’ve got some
people around the office, you got an idea, you already have a media, you know, arm of what you’re
doing, create it in-house. Maybe read “Poop to Gold”
to come up with the idea and launch your own campaign. You could hire an agency or you could also do
some sort of a hybrid. Maybe you’re already running traffic, you’re already running ads, you already have somebody
that is doing that, but you need help with a creative, you could outsource the
creative, get that one video. Now of course, always test. You might not get lucky
on your first video but the principle remains the same. You only need one video to start, so please, I implore you,
start YouTube marketing. Okay, so I hope that
you are getting pumped about the power of YouTube
marketing and advertising. And this is actually a
part of a four-part series where I went through all of
the best ways that I know of how to build your business
with YouTube right now, so if you wanna check out some of the other videos in this series, I’ll put a link to the
playlist on the YouTube card and put a link to it in the
description below as well. Question of the Day. I’m curious, have you started doing any kind of digital advertising
for your business yet? Facebook ads or YouTube
ads or anything else. Let me know in the comment section below. And we also just put together
a brand new guide here at Think Media about how
some of today’s top brands are using YouTube in different ways. If you want more ideas on how
to use YouTube for business, whether with organic content, influencers, or with digital advertising, make sure to grab that free guide. It’s at LearnYouTubeMarketing.com, and I’ll put a link to that as well so you can download that, so you could start growing
your business faster, leveraging the power of YouTube. Appreciate you checking out this video. Smash Like if you got value and I will see you in the next one. Peace. (groovy electronic music)

62 thoughts on “How to Promote Your Business with YouTube Advertising

  1. YouTube can be very difficult to grow fro Nigerians, I feel like a lot of people don’t subscribe here.to get to that really successful point just makes it feel like you want to give up. I really pray I don’t give up, cause this is one of many of my dreams.God help me and I want to start a clothing line

  2. wooow this is really informative specially with people like me who is dreaming to be an entrepreneur.. i started a new channel and i hope this works.. thanksss!

  3. Even Tho I'm not always on this channel , I did subscribe because it had help me a lot on other areas such as when I wanted to find my niche, get to post and camera ideas. So thank you for everything.

  4. This is fascinating. Out of interest what's your view in what the best use of ads are? For example, I understand it helps to grow your business and generate sales leads, but traditionally I've seen and heard that it's a bad idea to use Youtube ads to grow your channel, as people rarely click through to subscribe. Is this your experience as well?

  5. I really love Shaun. I had a great chat with him at Video Marketing World. Another great video.
    This channel has really inspired me that you can grow on YouTube and showed me the way to help others.
    So I started on the journey of building my Channel to grow my audience so I can take on the American Airlines Center and raise $1,000,000 for local charities in one night.
    Taking disabled children to summer camp.
    $50 a ticket. $20,000 seats. Big challenge.
    I’ll keep coming back when I need a boost as it’s hard work and I’ve a long way to go.
    Thank you. Thank you.

  6. Lol American invents squatty potty and Chinese and other cultures knew that that's the healthiest, way to sit when taking a number 2. Haha. But yeah thanks for the helpful tips:)

  7. YouTube ads is incredibly expensive compared with say Facebook. For every $20 I spend on FB I make around $20k. $200 on YouTube brings 4K views, 50 subscribers but no revenue. I'm not bothered because I have different end goals as I learn how to turn this around

  8. Hey, Sean! Great work, as always.

    I have a few questions regarding the ideal spread of video and text formats to cover all the places ads can appear on YouTube.
    1. Can you share what works best for businesses in terms of formats, or does it heavily depend on their niche in combination with the format itself?
    2. Also, what have been the most profitable ad placements in your channels, in terms of revenue to annoying ratio?
    3. Last but not least, has YouTube ad revenue been affected by adblockers in your experience?

    Thanks a lot!

  9. What about ads for your existing YT videos…I’m having problems getting traffic to my channel because impressions are not helping.

  10. 177 million views on an ad! So impressive! Everyone knows about the squatty potty too. Thank you Sean for another informative video

  11. Really great tips. Starting my own leadership coaching, training, speaking company last year and moving into the YouTube space I found this very helpful. Keep the videos coming!

  12. Happy to say that I actually use YouTube to advertise and help grow my own YouTube channel. What i've learnt is that it's almost an essential in order to help get your channel or brand off the ground! The best part is that I'm a student with hardly any work and I can still afford to make use of google ads and advertise on YouTube. Thank you Sean for all the great videos i've been following your channel for a while now and it really has helped me and given me greater insight into the media world.

  13. Great video brother! Thanks for always sharing your knowledge on marketing, it’s helped me a lot on my journey with YouTube!

  14. I managed a YouTube ad before and it was my first time. I think there is a right process for it to have a good conversion because mine didn't provide good results. And there was one week that I got a straight line report — zero. 😭

    So I guess my point is to have a good strategy first before investing. 😊

  15. Youtube is BS if you not paying for your channel you not going to grow. ……. I went from 1 subscriber to 600 subscribers in two days on a free trial and when I didn't pay I lost subscribers

  16. Personally I DESPISE YouTube ads! I HATE being disrupted while I am in the middle of watching a video, and I believe my clients would feel the same way! There are about one percent of these ads that advertise products I would actually buy. The only way I think these ads would be much more effective if they are positioned right at the beginning or at the very end of the video. I am actually considering using Facebook Watch ads, for I like that "they" tell you the ad is about to begin, it helps me change my mind set; turn on the sound and then decide if it is a product I am interested in.

    I want to to thank you for this video, for it gives me a different perspective on YouTube ads. For the first time EVER I am seeing the potential in using these ads.

    I use to produce low budget local TV commercials for a living, back in the nineties, and been studying the evolution of promotion videos for over 20 years. So I do have a background on creating creative ads. I have gotten to trust your insights, so because of what you are telling me, I am now open to exploring using YouTube ads. And yet I feel I will even then, struggle with my belief that YouTube ads suck. I would love to prove myself wrong.

  17. It is a great beginner kinda video that we could use to get started because of how the basic points were stated. Youtube is a great platform to build the business because it gives freedom to content creator to convey a message through an interactive way. Video marketing is really effective in this case especially when it comes to brand image. The more visually appealing the video is the higher chances of interaction! Great video!

  18. How much is an effective amount to spend? Also, the guidelines aren't clear for acceptable ads, so any information on that you could do a video on that, it would be awesome.

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  20. That's a genius thing with YouTube that I've never thought about. Yes, you can pay for an ad on YouTube….but that video can always reside on the platform. So you can continue to get FREE views if it ranks in search. Unlike a TV ad….you pay for a slot, then it runs…then that's it. But with YouTube, it could live forever, always generating awareness.  Crazy!

  21. Great content bro , I myself am trying to get on a high level and bring great content on my barber channel like you , great video

  22. I'm an absolute beginner, for cooking videos (overhead) : Can you recommend a good DSLR or Mirror-less camera? What do you think about Canon M100/M50 or 200d / 250d etc. Thanks

  23. LIKE #334 TY for the help small gaming channel looking to get out there pls check me out and sub if u enjoy TY again to Think Media

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