112—Brett Curry—Creating Compelling Content for YouTube Ads

06/24/20 • 34 min

Small Biz Buzz hosts Crystal Heuft and Scott Martineau are joined by Brett Curry, who discusses how to leverage YouTube Ads to grow your business with a focus on ecommerce.

For those small businesses that don’t have a video crew or can’t invest enough money in video production, Curry breaks down how to create a compelling YouTube ad on a budget that will still see sufficient viewership.

He explains you can set your campaigns up to drive conversions, but you can also just set them up to optimize for views. Get creative when you start to build what's called a viewed video audience that has viewed your video before, so now you can run another ad to them or show them a display ad or a search ad next time they're searching on Google. If you approach it the right way, you're building an asset and an audience as well as potentially driving conversions right away.

When crafting a video, you don't have to go full production. You don't need special effects and trained actors or to hire a scriptwriter for $50,000. If you just remember that the most important elements are the script or the story that the video tells, and the simple visuals, the message can still be compelling.

“You could even use stock images if you had to, or basic footage that you add to it. So you don't have to go full production, in fact, I recommend you don't,” said Curry. “Start with some concepts, test those out. Once you know a concept works, then increase the production value and kind of take it a step further.”

Curry also reveals three types of content that businesses can use to build brand awareness on YouTube.

Click play for more.

Small Biz Buzz hosts Crystal Heuft and Scott Martineau are joined by Brett Curry, who discusses how to leverage YouTube Ads to grow your business with a focus on ecommerce.

Curry also reveals three types of content that businesses can use to build brand awareness on YouTube.

Click play for more.

Previous Episode

111—Jason Komosa—Creating Work-Life Balance for Business Owners

Small Biz Buzz hosts Crystal Heuft and Michael Van Dusen are joined by Jason Komosa, a mental coach who helps leaders achieve their goals by creating a better balance in all areas of their lives.

A mental coach is a person who supports you, champions you, is your sidekick, your accountability partner, being very open, very authentic, very vulnerable. The idea is to just make you better while training your mentality, mind, and spirit.

“Leaders and entrepreneurs need to make sure that they're prioritizing their life. Not just their work,” said Komosa. “If we're just constantly focusing on work and ignoring all the other things that we need to have that quality energy, that quality work, it doesn't make sense to work 15 hours if eight of those hours are really quality, awesome work and the other seven are just half-ass mediocre work.”

“The message I preach is, ‘You might think you're doing yourself and your company a favor by putting the extra two or three hours of work. But the reality is you'd be much better off taking a break, stopping work, getting some rejuvenation, spending time with your family, go outside, get some exercise, get some movement, eat healthy, and get a good night's sleep,’” Komosa added.

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Next Episode

113—AJ Wilcox—How Your Business Could Benefit from LinkedIn Ads

Small Biz Buzz hosts Crystal Heuft and Scott Martineau are joined by AJ Wilcox, who works for an ad agency that helps with the account management side of LinkedIn Ads as well as teaching, training, consulting, auditing, and anything else individual teams need to attract leads.

Wilcox expressed that the big limiting factor for LinkedIn Ads is their cost. The average cost per click, when you're using their ad network in North America, ranges from $8 to $11. This isn't traffic that's ready to buy–these are individuals who are interested in learning more about topics, or they're interested in consuming content. So $8 to $11 a click for something that is more mid to top of funnel.

“What I tell people is, if you have a lifetime value of $10,000, $15,000 or more of one of your future customers, then LinkedIn Ads is a great place to get to know them and get in front of them,” said Wilcox. “If less than that, smaller B2C offers, even smaller B2B offers, you're going to have a really hard time getting a return on your investment.”

Wilcox said you're launching a combination of AMO–your audience, your message, and your offer when you present your LinkedIn ads. The first thing you're going to be looking for is your click-through rate.

“I think most people who start using LinkedIn Ads should use one ad format. It's called single image sponsored content,” said Wilcox. “It's the simplest, shows up in your newsfeed type of ad. Very versatile. And the average click-through rate on these across the network is a little bit less than half a percent.”

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