Want to get ALL the tips that Fred shared with us? Check out the entire podast episode to learn how to get cheaper clicks on YouTube.
Your cost-per-click is one of the most important numbers to pay attention to when you are considering your advertising budget.
Luckily, media buying expert Fred Lam was willing to sit down with us and discuss how he's able to get $0.19 clicks on YouTube!
Fred has spent close to $1 million on YouTube ads and he has sold over $50 million online! Let’s look at the 20 tips that Fred gave us (and YOU) about getting cheaper ads on YouTube.
1. Profit Off The Back-End
To give you some context, marketers refer to two stages in the process of selling a product: the front-end and the back-end.
The front-end offer is the initial sale that you make to someone, which typically costs a lot of money for you as a marketer. The back-end is all of the additional products that people end up buying from you after making that initial purchase.
While front-end sales are great, the real profit is in the back-end.
So, when you're running ads on YouTube, it's important to have a back-end in mind and a way of getting your leads to that back-end. Thus, a big focus should be on getting customers to join your email marketing campaign because the real profits are later on down the line after you've built a relationship with people.
2. Develop A Strategy
One of the most common scenarios for new YouTube advertisers is they hear about YouTube advertising, think it sounds like a good idea, put up an ad or two, don't get rich immediately and then they give up on ads.
Unfortunately, it doesn't work like that.
Like, at all.
If you're new to YouTube advertising, don’t want just start throwing money at it with no idea of what you're doing. Instead, develop a strategy before you spend a penny.
3. Start With Video Discovery Ads
TrueView video discovery ads are an ad format inside YouTube that helps introduce people to your brand.
They look like this:
They'll show up either at the top of the search results or in the sidebar where YouTube recommends releveant videos to users.
With these ads, you rank higher and closer to the top of the search.
Video Discovery Ads are great for beginners and are an excellent place to get started.
4. Use the Video Discovery Ad to Introduce Yourself
The entire point of discovery ads is right there in the name itself. These ads exist so that people can DISCOVER you. They aren't going to buy anything from you or sign up to your list without even knowing who you are.
You can think of the process much like the dating process.
You typically don't ask someone out on a date the moment you meet them.
So, what do you do if you see someone you're interested in talking to? You introduce yourself.
With discovery ads, you don't want to ask your new leads out on a date right away. Instead, introduce yourself and your brand to them to build awareness and familiarity.
5. Make Your Video Discovery Ad Content Heavy
When you're creating your discovery ad, remember the old adage that you only get one chance to make a first impression.
So, how do you make a good first impression in advertising? You provide value.
Grab your new viewers attention and show them why you're someone worth listening to or following. You'll build yourself up as an authority in the field, build trust and get yourself to the point where you can take that relationship to the next stage.
Now, I can't comment on whether the content in this video is solid or not, but I can say that he has the right idea in that his discovery ad is a value-based introduction to him and his brand.
6. 10-15 Minute Discovery Ad Videos
Don't be shy in your discovery ad.
If someone is clicking over to your video, it's because they WANT to hear what you have to say.
Because your discovery ad videos are content heavy, they should definitely be a bit longer so you can explain your topic in-depth. Don't go overboard and don't just talk to hear your own voice, but provide 10-15 minutes of solid, actionable content in these videos.
If you get someone to watch your discovery ad, you'll get them for 540 days in your retargeting pool.
7. Have Calls-to-Action During Discovery Ad Videos
Just like any other piece of content, you absolutely need to have CTAs in your dicovery videos.
While your discovery ad videos aren’t soley focused on sales, there's always some sort of action that you want your audience to take. Whether you're selling a low-ticket product or just want someone to click over to another one of your videos, be clear about what you want them to do.
If you just hope your audience takes the desired action, you're going to be disappointed.
8. Use Cards
On the top-right hand corner, there's an “i” icon. Here, you can put a call-to-action that slides out.
It’s essentially a “mini-ad” within the video.
Take advantage of these to promote yourself and your channel.
9. Be On Camera Or Use PowerPoint
Both of these methods can be successful. If you aren’t great on camera, consider making a PowerPoint presentation for your video.
Anik uses whiteboards all the time to show the audience what he's talking about:
You absolutely don't have to be on camera if you aren't comfortable with it, but know that the more you show your face, the more trust you'll build with your audience.
But don't let that stop you.
10. Retarget People That Have Watched Your Discovery Ads
So, once you've run a discovery ad, what do you actually do with the people who engage with the video?
You retarget them.
The purpose of discovery ads is to take cold traffic and start to warm them up to becoming people who recognize your brand and are comfortable with watching more of your content, joining your email list and even making a purchase.
People will naturally trust you more if they’ve already seen you before. That’s why you’ll want to retarget people that have watched your discovery ads.
11. Understand What An “In-Stream Ad” Is
An in-stream ad is an ad that pops up before or during YouTube video, a video somewhere in the Google network or in embedded videos on websites.
They look like this:
If you want to run ads on YouTube, you'll need to be very familiar with this type of ad.
12. Utilize Your Retargeting List To Run In-Stream Ads
Remember how we recommended that you start with discovery ads to turn cold traffic into warm traffic?
Well, one of the benefits of doing that is that you're building out a retargeting list that you can then use to run targeted in-stream ads.
Most people aren't ready to take action on their first touch with you because they don't really know who you are, but they'll be more comfortable subscribing to you, signing up for an email list or making a purchase once you have another touch with them.
You can learn more about how to create a remarketing list at YouTube.
13. Get Your Message Across In 28 Seconds
Just like any form of advertising, you have to grab people's attention and let them know what's in it for them relatively quickly. This is particularly true with in-stream ads because you'll fall into the sea of other ads if you don't have a good hook.
For your in-stream ads, use these three simple steps:
- Get to the hook
- Get them to click right away
- Further elaborate on the offer
Once you've hooked them, then you can dive into your message.
14. Video Ads Should Be 2 Minutes
Your video ads should be a straightforward pitch! People typically don't have the time or interest to sit around and watch a feature-length ad - they want to get to the video they were going to watch.
So, keep your ads to around two minutes.
That gives you enough time to hook them, ask for the click and elaborate on your offer without putting them to sleep.
Remember: ask them to get off within the first 30 seconds if they aren’t going to buy!
15. Tell Them To Hit the “Skip” Button (If They Aren’t Interested)
Look, there's no reason to be offended if someone wants to skip your ad. The reality is that not every single person is going to be interested in your offer.
In fact, them skipping your ad if they aren't interested is actually good for you.
You only pay for ad impressions if the user watches 30 seconds of the ad. Because of this, you’ll want to make sure to tell them to “hit the ‘skip’ button” if they aren’t interested.
This will help to save on ad costs and narrow down your audience to those who are actually interested.
16. Open Up Your Audience To Get Cheaper Clicks
If you talk to most advertisers, you'll find that they only target "tier 1" countries.
These are countries like:
- United States
- United Kingdon
There are others, but the point is that these so-called "tier 1" countries are countries that typically have more disposable income to spend on products like the ones that you're likely selling.
However, marketers are missing out on sales by only going after these countries.
With proper optimization, you can sell low-ticket items and make massive profits in lower-tier countries, so don't just automatically dismiss them.
17. Consider Your Own Search Term Keywords
A lot of people struggle with coming up with keywords for their videos, but it really comes down to something simple.
If you were going to look something up, what search terms would you use?
Most of the time, you aren't going to be the only one with the question that you have. So, think about the topic you're covering and then think about how you would search for the topic of that video in the search engine and then use that same language.
18. YouTube Keyword Suggestions
There's another stupid simple way to come up with video keywords right in YouTube itself.
For ideas for keywords, go to YouTube and type in a keyword, then look at the dropdown bar for suggestions.
This gives you an idea of what people are searching and what YouTube thinks its users want to see.
19. Use The Google Keyword Tool
Although Google has made it a bit more difficult for people to use the Keyword Tool if they aren't running ads, those who are running ads through Google still have full access to it.
And it's an excellent tool for finding new keywords.
Simply type in a keyword, and the tool will tell you what other keywords you should go after.
It gives you keyword suggestions, average monthy searches and competition. And it comes straight from the company who owns the search engines.
20. ASK For The Click!
Remember, people aren't going to take action on your next step or offer just because you think they should.
You need to explicitly tell people what their next step should be so there's no confusion. Always always always ask your customers to take action, and be clear with them what that action should be.
Get Cheaper Youtube Ads
YouTube is a great advertising platform for all types of businesses, but it's one of the more difficult ones out there to learn and master.
But once you do, you'll stand out since most people give up after running one or two unsuccessful ads.
These 20 amazing tips from Fred Lam will help you get $0.19 click from YouTube Advertising as long as you're consistent and willing to learn.