- author: Marcus Svedin
How to Structure a YouTube Ad: The Right Way and the Wrong Way
Welcome to this video on how to structure a YouTube ad the right way and the wrong way. In this article, we will discuss the different parts of a YouTube ad, including the right way to structure it, and the common mistakes to avoid.
Before we begin, if you're spending over $1,000 a month on advertising and would like help to grow and scale your business using YouTube ads, there's a link in the description where you can book a call to see if YouTube advertising is the right fit for your business.
The Wrong Way of Structuring a YouTube Ad
One of the common mistakes people make in structuring a YouTube ad is taking a video ad that works well on Facebook and plunking it into the YouTube platform, expecting similar results. Facebook video ads are structured differently than YouTube video ads, so what works on Facebook may not work on YouTube.
Another common mistake is not having a proper structure for the ad. Just "winging it" is not sufficient. You need to have a structured YouTube ad with copy that fits.
The Right Way of Structuring a YouTube Ad
A successful YouTube ad should be structured into four different parts: the hook, the elevator pitch, the story, and the close. Let's take a closer look at each of these parts.
The hook is the first part of a YouTube ad and starts with the first five seconds of the video. You need to use these five seconds to hook your audience, so they don't skip the ad. A good hook should call out your dream client and get rid of anyone you don't want to work with.
For instance, you can start with a question like "Are you tired of Facebook ads not working for your business?" and then follow up with a statement that relates to your target audience.
The Elevator Pitch
The elevator pitch is a mini-pitch that focuses on what the viewers will get from listening to your ad. It is like having 30 seconds of the viewer's attention in an elevator ride. It would be best to have a clear message and a call-to-action (CTA) at the end of the pitch.
For instance, you could state, "Discover how simple YouTube ads can take your marketing to the next level. Click the button below to learn more," as a CTA.
The story is where you deliver on the promise you made in the elevator pitch. It is where you offer value, education, or entertainment to your viewers. If you are promoting an event, for instance, you can use this section to talk about what your viewers will get when they attend the event. If you are promoting a product or service, you can show the benefits of the product and how it will improve the viewer's life.
This section should go for about a minute to a minute and a half.
The close is the final part of a YouTube ad. It's where you promote the CTA and give a final push to your viewers to take the action you want them to take. A good close should include a call-to-action that matches the CTA in your elevator pitch.
For instance, you could say, "If you want to learn how to add six to seven figures to your business with YouTube ads, click the link below to book a call with me."
In summary, a successful YouTube ad should have a hook, an elevator pitch, a story, and a close.
The End Screen
The end screen is a still shot image of your landing page or wherever you want to send the viewers after they finish watching the ad. It can go for about 5-10 seconds, and you can add a little background music to make it more appealing. You can also have an arrow of some sort pointing to the next step you want the viewer to take.
How Long Should Your Ad Be?
Your ad should be between a minute and a half and three minutes. However, you could also create a YouTube short that is under a minute long.
It's worth noting that Google prefers ads that are under two minutes, so if you're trying to get better CPCs, try to keep your ads under two minutes.
If you want to create a successful YouTube ad, you need to have a structured approach. Start with the hook to grab your viewer’s attention, continue with your elevator pitch to promote your message, proceed with the story to deliver on your promises, and then finish with a strong close to prompt the viewer to take action.
Don't forget to include the end screen and keep your ad between a minute and a half and three minutes. By doing so, you will increase the likelihood of success with your YouTube ads.