Sellerscast: YouTube Ads for E-commerce Sellers
On April 10th, 2019 our own Andrew Maff, Director of Marketing, sat down with our own Gina Milazzo, Head of Accounts, to talk about using YouTube ads for e-commerce sellers to increase traffic to your website and build out new customers.
Andrew Maff: Hey, hey. Today it is episode number 22 of the Sellerscast, and today we are talking about YouTube ads for e-commerce sellers.
Andrew Maff: Hashtag
Gina Milazzo: Whatever.
Andrew Maff: ... Sellerscast. Today, we're talking about YouTube ads, so of course, we're going to go into how to set up YouTube ads the best way, and segmenting and all that fun stuff. But first we have to talk about ... got to have a good video. So let's go with the basics of YouTube ads that you need to have. So obviously, you're on YouTube right now. I'm guessing you've seen YouTube ads before. If you haven't-
Gina Milazzo: Lucky you.
Andrew Maff: ... weird. You have five seconds ... I think it's five seconds before a little 'skip ad' thing comes up. And so you need to be prepared to catch their attention within those four or five seconds. So Gina, master of catching people's attention.
Gina Milazzo: The most important thing, honestly, if you have a product that's demonstratable, moves, brightly-colored, wearable, show it in use on a person, doing what it does best. Andrew always says make the consumer the hero. So if it's makeup, show someone putting it on. If it's a shirt, show someone wearing it. If you're selling cars for some reason online, show someone driving a car or doing the Mathew McConaughey thing in his Lincoln. Show it in use. Make it aspirational and make it immersive. So someone should be able to imagine themself in that setting.
Andrew Maff: So the hero aspect is, basically, you want to make the consumer the hero, and you want the product that you're trying to sell be the tool that they need, so that they can become the hero. So the person in the video is not the hero, they just need to be able to see themselves in that person.
Andrew Maff: It sounds a lot more complicated than it actually is, but it's really not. You've got 30 seconds to do it, which sounds ridiculous too, but you can do something really simple of just like a mom who's like completely crying, like their kid is crying and she's freaking out and she's [crosstalk 00:02:05] nothing going on and then it's like wine.
Gina Milazzo: See? I would buy the wine. It's funny, it's good. Great.
Andrew Maff: It's the mom. Exactly, like that's hilarious. Like just throw something out there that maybe you didn't expect, but just something to keep their eye. You have five seconds to do it, so in the first five seconds, you better have something ridiculous-
Gina Milazzo: Yeah.
Andrew Maff: ... even if it's maybe not ridiculous, but something to catch their eye. If it's literally like Gina just screaming at the camera. That's not a bad YouTube ad right there.
Gina Milazzo: That'd be a terrible ad.
Andrew Maff: It's like, "Whoa, why is this chick screaming? Quick, skip ad, quick, skips ad."
Gina Milazzo: Gee whiz.
Andrew Maff: And then it's like, "Wait. Why is she screaming?"
Gina Milazzo: Why?
Andrew Maff: So I'm going to wait and find out, and it turns out, it's an ad for duct tape.
Gina Milazzo: Cut.
Andrew Maff: Let's go into how to set these up, right? It's for those of you who don't know, YouTube ads are done in Google. I've had that question, so I had to tell people before. So it's in Google Ads, obviously you set up a YouTube ad, it's a video ad. So you have a few options, you can do a pre-roll ad, so it's an ad that shows right up before a video. You have a banner that shows up below the video. And then you have a banner, if you're on desktop, that shows up right to the side above the playlist. So if you're looking at this right now, I'm on the left. So I think look to your left.
Gina Milazzo: Does it reverse?
Andrew Maff: No, look to your right. [inaudible 00:03:15] reverse it, we'll find out. Look to your right, and a little thing that's right at the top there, you'll see a little ad up there. So basically, anyway, that's where they all run.
Andrew Maff: Sign up into Google Ads, it's wildly simple. You have few different options, you can pick a channel itself. So maybe you're running an ad for Red Bull, and you run that ad on Monster's page or on Rockstar's page, and you just do all of-
Gina Milazzo: Scandal.
Andrew Maff: You do their whole brand. Or, you can do keywords. So you can do Monster Energy Drink and you can just do every video that features Monster Energy Drink. The problem is that you run into some issues ding that. So I've done these a few times, I made that mistake a bunch of times, where it's like, "Oh, I'm going to run an ad towards Monster Energy Drink." It's like, "Okay, great. Cool. I'm going to get everything that shows up with a Monster Energy Drink in it." When in reality, you could ... it's YouTube and it's the internet, so you could be like, 'Guy Knocks Someone Out with a Full Can of Monster Energy Drink'. That's what I don't want to be shown on.
Gina Milazzo: Or like those Peppa Pig videos, where it was like 'Peppa Goes to the Dentist', and it's like they animated them pulling her teeth out. Think like a mom that's advertising their little kid clothes on a video that has Peppa Pig getting all of her teeth pulled out.
Andrew Maff: Exactly, exactly.
Gina Milazzo: Please be careful.
Andrew Maff: So you want to get more granular. The best way to do that is to go after a specific channel where you can tell that it's large enough that their audience is relatively going to stay the same and they're not going to put out some crazy video. Or, you can literally just do specific videos. You can type in a search term and it will show you recommended videos, and instead of doing everything under the search term, you can actually click certain videos, so you can be like, "That looks okay, that looks okay, that looks okay," and that's a really good way to get granular. Of course, you can go and see which of these videos are performing well, which one isn't. You can remove videos, you can add more. It's really easy way to get more granular. Of course, there's ways to set up where you're targeting. There's audiences you can go after, you can say men or women or different ages or locations. It's all the fun Google stuff that you can always add.
Andrew Maff: It all kind of ties together when you're trying to figure out the best video to do, because you might want to search into Google and figure out who it is you want to target, even before you create the video. Because sometimes, you may have Red Bull, but you want to target someone-
Gina Milazzo: Like 'college sorority girl baskets' or something, so the next time they're at the convenience store on campus, they buy Red Bull instead of Monster.
Andrew Maff: Correct. So then I have a more female focused ad in the beginning. Or we get strikingly handsome bros in black collared shirts that you want to go after, so you're going to want a strikingly handsome bro in a black collared shirt who has a Red Bull, and then a whole story behind it. So maybe that's who you want to target, I don't know. What?
Gina Milazzo: Super hypothetical concept there.
Andrew Maff: That is Google Ads for YouTube. So super fun, love doing them. If you haven't done them, you have to do them. They're mind blowing. It is, oddly, one of the areas that no one seems to be talking [crosstalk 00:06:12]-
Gina Milazzo: No. No one's talking about it.
Andrew Maff: ... and YouTube's been around for so long.
Gina Milazzo: You heard it here, right here.
Andrew Maff: Especially e-commerce. And sometimes, don't go swinging for the fences every time. Don't go, "Come buy this product." You could literally just do like a, "Here's a cool blog post we wrote." Get them in the pixel them, re-target them and set up the whole process again. Put them through a slower process and purchase ... of course, funneling is a whole nother video for another day. But that's what we suggest, that's what we say you should do.
Andrew Maff: And if we're going to feature a software and app today, we're going to do Wave. So Wave.video, great for making videos, in-house, obviously. Don't need to have a huge videography company to do this kind of stuff. You can have just some basic product video, or you can even take stills and make them move, and then add some stock videography that they have and stuff like that. So there's a ton of other ways that you can set up stuff to at least help you kind of move forward a little bit and trying out YouTube ads.
Andrew Maff: Once again, thank you everyone for joining us. Please subscribe. Make sure you comment below. Let us know, A, what you thought of the video or B, what you'd like us to talk about for next week. But we'll see you all next time, and have a go.