Why you're doing YouTube Ads wrong with Tom Breeze
May 28, 2024
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Tom Breeze, CEO of Viewability, discusses the evolving world of YouTube ads, including chat GPT's impact, long-form ad advantages, YouTube analytics, and his three-act storytelling approach for effective ads. He also shares insights on building trust, cracking the CPM code, and crafting problem-solving videos to engage viewers and drive conversions.
YouTube ads target custom audiences with informative content upfront for efficient qualification.
Long, informative ads on YouTube engage viewers and boost conversions through strategic content structuring.
Cornerstone Video Sales Letters utilize a three-act story structure to captivate viewers and guide them towards conversion.
Deep dives
Changing Trends in YouTube Advertising
YouTube advertising has undergone significant changes in audience targeting, shifting towards building custom audiences and leveraging keyword-focused segments. These changes refocus on creating informative ads upfront to qualify viewers effectively and efficiently. The shift towards targeting audiences and adapting to evolving viewer behaviors, influenced by platforms like ChatGPT, emphasizes the need for content-rich, pre-qualified ads to enhance audience engagement and streamline the ad-to-sale process.
Utilizing Long-Form Content and Qualifying Viewers
The strategy of using longer, more informative ads on YouTube emerges as a crucial approach to engage and qualify viewers effectively. By analyzing audience retention metrics and crafting ads that encapsulate the best five minutes of viewer-engaging content, advertisers can align their messaging to resonate with educated viewers, thus enhancing the likelihood of conversion. This innovative approach aims to deliver content-rich, compelling ads that lead to direct sales through a refined ad structure and a focus on pre-qualifying audiences upfront.
Implementing Cornerstone Video Sales Letters (VSL)
Cornerstone Video Sales Letters (VSL) serve as a pivotal strategy to captivate audiences and drive conversions by following a structured three-act storyline. Act one focuses on shattering viewers' existing worldviews through captivating pattern interrupts and presenting new, transformative information. The subsequent acts build on this foundation by providing new insights and addressing potential drawbacks, resulting in a compelling narrative that maintains viewer engagement and navigates them towards conversion. By incorporating storytelling elements and leveraging the 'new, therefore, but' approach, Cornerstone VSLs become integral in guiding viewers towards informed and confident purchasing decisions.
Building Credibility and Vision
One key aspect discussed in the podcast is the importance of building credibility and sharing a visionary goal with customers. By establishing credibility through past achievements and then articulating a clear vision for the future, businesses can enhance their brand perception and connect with their audience. This approach involves presenting oneself as credible and trustworthy, while also outlining a broader vision that resonates with customers, ultimately setting the stage for introducing innovative solutions.
Evolution of Product and Customer Identification
The podcast delves into the concept of evolving products to address deep-rooted issues and the importance of customer identification. By identifying and addressing the core problems faced by customers, businesses can differentiate themselves from competitors and provide more effective solutions. This approach involves redesigning products based on real root causes, showcasing flexibility in adapting worldviews, and creating tension to prompt decisive actions. Emphasizing a relatable identity and acknowledging product imperfections can lead to stronger customer trust and long-term brand loyalty.
Ralph and Lauren chat with Tom Breeze, CEO of Viewability, about the changing world of YouTube ads. Tom explains how user behavior and ad strategies have shifted, thanks to new tools and trends. He breaks down a three-act storytelling approach for crafting engaging, effective ads that convert. If you’re aiming to up your YouTube game, this episode is a must-listen!
Chapters:
00:00:00 – Welcome to the Perpetual Traffic Podcast!
00:00:39 – Join Our Telegram Group: Get the Inside Scoop
00:01:09 – Meet Tom Breeze: The YouTube Ad Maestro
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
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