Leverage the Power of Video Ads, Even if You Hate Being in Front of the Camera
It’s true. Video is overtaking the web. The advent of high-speed internet has made it easier for consumers to watch a video and for marketers to get their message out to customers. They say that pictures are worth 1000 words. What do you imagine video is said to be worth? With over 40 billion videos streaming each month in the USA only and 75 million people watching videos every single month, learning to leverage the power of video ads is a must-have skill.
If you’re not convinced, let’s look at three stats from Hubspot.com:
- Video emails increased click rate by up to 300%.
- Landing page videos can increase conversions by 80%.
- After viewing videos, 64% of viewers are more likely to buy a product online.
People are more likely to remember a video ad than an image only ad or even a blog post. Also, 36% of online consumers trust video ads. These facts mean that you need to use video ads, even if you hate being in front of a camera.
The Benefits of Video Ads
Video ads are an important part of your marketing funnel and bring many benefits to your business. Videos, especially those that include a person’s face and voice, are more memorable. The nuances of the video, such as facial expression and tone of voice, can be processed by the brain, even after the video is over. People watch videos online and see commercials on TV daily. They are conditioned to watch, listen, and act. Here are a few benefits of using video ads.
- Increased Sales – Most studies show an increase in conversions that tops 70 percent. Just that alone should make you want to include video ads on your sales pages and in your paid ads. The video takes a little extra effort to create but the ROI is more than worth it.
- Higher ROI – It’s still relatively inexpensive to run video ads and the better you get at creating them the less expensive video ads become. Because you’re more likely to make a sale using video ads, your cost per click is going to go down substantially compared to other types of ads.
- Greater Trust – Video ads are a lot more engaging than images or text ads. More of the viewer’s senses are involved as they subconsciously read your body language. When your sincerity and excitement can be seen and heard, your words tend to have a greater impact. This helps you to build a trusting relationship with your audience.
- Higher Ranking – Google ranks video high. That’s no surprise since they own YouTube. So, if you want to increase ad views, get on Google’s good side – create more videos and video ads. Using Google AdWords can also help extend your video ad reach across many platforms.
- Additional Mobile Traffic – Videos are easy to watch. It’s likely that your audience watches videos daily on their mobile device on a mobile device, during downtime or when waiting. This is especially true if your audience includes millennials or people on the edge of generation X. Create more video and video ads to attract a larger audience.
As you can see, video ads can be extremely beneficial in a variety of ways, more than we can list here. You’ll want to create a variety of video ads, especially in the beginning. This will help you to identify what best motivates your audience to take action on the ad.
Where to Place Your Video Ads
The first place you may want to introduce video ads is on your website. Since you have greater control of your website, it will be easier to make adjustments and test to find out what works best with your audience.
Videos and video ad files can take up a lot of space on your site and use a lot of bandwidth, especially if they aren’t short or optimized to load quickly. Fortunately, you don’t have to house or even place all of your video ads on your site.
There are many other places where you can display your ads. The top three platforms are Google AdWords, YouTube, and Facebook. Keep in mind that each platform has its own rules, size limits, and eccentricities. Things that are allowed on one platform may be forbidden on another. Here is a little more info about the top 3 platforms to help you get started.
- Google AdWords – This is an obvious place to place your video ads. Just choose “Video” as your campaign type. You can target via demographics, interests, and engage in video remarketing using Google AdWords
- YouTube – With over 4 billion views per day putting ads on YouTube is a no-brainer. You can do this via Google AdWords “TrueView” video campaigns right from Google AdWords.
- Facebook – If your audience isn’t on Facebook, you may need to re-think your business/ad strategy. You can do both videos and slideshows with Facebook video ads. It’s easier to start with slide shows since you create the right inside Facebook and don’t need any extra software.
Video ads are effective and important for any business owner to use if they’re going to run ads. But, before you create your video ads, and run them, you must understand what goes into making a compelling video ad that gets results.
How to Create Compelling Video Ads
Before you start uploading video ads, ensure that your ads are compelling. Use the video to encourage viewers to take action. You may want them to sign up for your email list, get your checklist, or buy something. In-video ads, tell a story that persuades viewers to act.
- Set Your Goals – Everything starts with a goal. What is the goal of this video? The goal is to get the viewer to take a particular action that benefits you both. Remember, the goals for your ads should be created similarly as the goals for your marketing plan, and your whole business. They should be specific, measurable (and trackable), action-oriented, realistic, and timely.
- Know Your USP – Your unique selling point is “the thing” that makes your offer the best choice. The video ad should mention the “problem” with similar products and stress that your offer is better because you have “fixed” it or in your offer.
- Benefits Over Features – Your viewers want to know what’s in it for them. They want to know why they should take the action that you suggest. They want to know what’s in it for them and you need to ensure that you tell them in your video ad.
- Get the Timing Right – To create videos that get results, you should ensure that they’ll be seen by your target market. This includes making sure that they aren’t too long and they run at times when your audience is usually online, and are in a clicking mood.
- Set the Hook – If you want your audience to watch your video, you must learn how to motivate them to do so. One way is by creating powerful headlines. Another is by telling stories – your story or the stories of others. Short testimonials are also great additions to any video.
- Make Offers Difficult to Refuse – Nothing related to marketing is ever done without a call to action. A simple call to action is imperative in videos. You must tell your audience what you want them to do. Also, you need to reduce the viewer’s risk, make them feel like they’re getting a bargain, and create an offer that is so amazing they are compelled to click and follow your instructions.
Keep in mind that in real-life situations, it’s more difficult to refuse a request or say “no,” if you like, trust, and are face-to-face with the person. To a lesser degree, the same is true in videos. It’s more difficult to click away if you get a “good vibe” from the speaker.
While you don’t need to appear in video ads, it is recommended that someone is in them to add a “human” factor. When viewers see a face and hear a voice, a certain amount of trust is automatically gained. This is particularly important if you want to build trust.
Examples of Compelling Video Ads
While you do not have to be in your video ads, you must make them compelling and persuade the viewer to trust you and give you (as well as your offer) a chance. To do this, simply create ads that resonate with your audience. Tap into their emotions and pain points to motivate them to take the action you suggest. Use powerful, compelling, or persuasive words and phrases that the viewer can relate to. The more your viewers can relate, the more likely they are to take the action you suggest.
Now that you know a little more about what makes video ads compelling, let’s look at a few different ad examples to get your creative juices flowing.
Examples of Facebook Video Ads
This ad is compelling because of the words in the ad. If a person has a snoring problem, they’re going to take notice. The video is just 15 seconds of this man snoring with his CPAP machine on and very few words overlays to learn more to stop snoring and avoid divorce.
Facebook Ad with Person Talking & Demo Example
This ad has a nice lady demonstrating the pens so that you can learn how to do “bounce lettering.” She makes it look easy and fun. In addition, you get a discount. This ad is compelling because the audience can relate to it very well. In less than one minute, you learn a great deal about the pens as well as how to do the lettering.
Facebook Related Video Ads
The “Succulent Tips for Beginners” video ad was shown in the “Related Videos” section. This Facebook ad is shown because it is considered to be in the broad “hobby” niche as well. Keep in mind that Facebook’s sidebar ads get fewer clicks than in-stream video ads, but they can still increase your visibility.
YouTube Video Ad Example with Skip Option
The reason this ad is compelling is it begins with the premise is that any “normal person” can create lots of videos for their business via their Production Booth memberships. This “vote of confidence” plays on the reader’s ego, implies ease of use, as well as productivity and profit. When you click the video, you can’t get the prices without filling out their form and get on their list. This ad allows users to skip the remainder of the ad after viewing a few seconds of it.
YouTube Ad Example Without Skip Option
This video ad doesn’t give you the option to skip it. It explains how to use the headline analyzer in coschedule.com. It’s compelling because it addresses one of the top problems for online business owners, writing headlines that draw people in and motivate them to take action. The ad shows you how easy it is to analyze your headlines and fix issues, with their product.
How to Create a Video Ad When You Don’t Want to Appear in It
All of the video info is helpful but how can you pull off creating video ads and reap the rewards if you don’t want to appear in a video? With the amazing technology available to create all sorts of video-based ads, you just need to think outside the box for a moment. Let’s look at a few options for video ads that you don’t need to appear in.
- Slide Show Ads – You can use MS PowerPoint to create a slideshow, automate it, add music and a voice over to it and you have an awesome, easy to make video ad with images and information that you already have.
- ScreenShots – Do you want to teach your audience how to do something to promote your online course? Give them a taste of your work in your ad. Teach them how to do something in 30 seconds or less by recording your screen. Then invite them to see more.
- Animation Videos – You can use animation videos using cartoon-like characters to speak for you with a voice-over. Also, sites like Voki.com allow you to create an animated spokesperson for your videos too.
- Explainer Videos – You can make explainer videos that use drawings as VideoScribe.com does. In this case, you supply the slides, the voice-over, and the software creates the hand you choose and draws out your video for you.
- Hire a Model – You can also hire someone to be a spokesperson for your videos as well. For example, on GreenScreenTalentNow.com and WebsiteTalkingHeads.com, you can choose a spokesperson that will perform your script in front of a green screen. You can likely find someone on Fiverr.com as well who offers these services.
As you can see, you have many options for creating amazing, compelling, actionable video ads without ever having to appear on the video. You don’t even have to use your voice if you don’t want to because you can hire voice over actors via Fiverr.com or a site like Voices.com.
Tips for Outsource Video Ad Creation
In most cases, you should outsource video ad creation. The reason isn’t that you can’t do it yourself. You most certainly can, using the tips in this report. But, if this is not in your wheelhouse and not something you’re selling, then you want to focus more of your time on what makes you money and less on things that don’t. Use these tips to help you get the most from outsourcing.
- Use Stock Footage – You can find stock video footage for sale online via a variety of websites like VideoHive.net. So, for example, if you want footage of a dog running and playing to market your pet vitamins you can find that here. But, don’t buy it until you hire the creative person who will put it together. Show them what you like and ask for their advice before buying it.
- Use Stock Music – You can find royalty-free stock music as well at places like Premiumbeat.com to use in your video. Always check the licensing rules for any music you use whether paid or free before adding it to your video. Again, don’t buy the music until you know you want to use it. A lot of freelancers already have access to these things so you can just show them what you like and let them have some creative control as the expert.
- Post on FB – Join groups that have virtual assistants, graphic designers, or any type of person you need to hire and post your need in the group. Post on your public page, your business page, and put a job opening on your website. Be very specific about what you want and what your budget is.
- Try Fiverr.com – Sometimes Fiverr.com gets a bad rap. But, if you hire someone who has a high rating and is willing to pay slightly more than five bucks you can find some excellent talent who will give you exactly what you want and need for your video ads at a very fair and reasonable price.
Let’s take a closer look at Fiverr and all that it offers by looking at some gigs that are there right now for you to take advantage of. Keep in mind that none of these gigs will only cost $5.00 today. But, you can find some awesome deals and great work if you’re careful to pick highly rated gigs.
Whiteboard Video Ad Creator
The reason this is a great one is that they have several choices that give budget-minded marketers some real options for a complete whiteboard video ad.
We like this gig because she gives a good example in her video ad featuring her voice so that you know what you’re getting in advance.
Green Screen Spokesperson
This one is an excellent example of a Green Screen Spokesperson. She has several outfits to choose from. You can also see in the example that she does a good job being her spokesperson too.
Facebook Video Ad Creator
This gig is for someone who can create Facebook Ads for you. You just give her your information and tell her what you want based on her options.
All the gigs in this example are reasonably priced and have high ratings. Look around Fiverr.com yourself. Look at their examples, read their feedback, check their ratings, and then follow all instructions given to make the process go smoothly.
Now that you’ve seen some examples, let’s walk through placing a YouTube and a Facebook video advertisement so that you can see that it’s not that difficult. However, do note that both Facebook and YouTube often change their options and information. The key is being a little adventuresome and click through to try things out. Both systems lead you through the process and help you out when you make a mistake.
YouTube Walk Through
To run YouTube ads, you’ll need an AdWords account. But don’t worry. YouTube will help you along the way. Just go to YouTube. Scroll to the bottom of the page and click Advertise.
Select your video by putting the name into the box or by uploading it.
We’re going to click Upload where the red arrow is above.
Now you simply wait for the video to upload. While you’re waiting, you can fill out the information and choose a thumbnail or upload a custom thumbnail.
Note that you can create a video, right now, using tools YouTube provides. After you choose the video you want to use, you can start setting up your campaign. This includes using your Google AdWords account. If you don’t have an AdWords account, you’ll get to set up one during this process.
Once you sign in you’ll be asked to pick a goal for your ad.
You have options for goals. Do you want someone to phone you directly, visit your website or something else? Goals are very important because without a goal there is no point in placing an advertisement. Choose from one of the goals to get started.
Click the arrow near the choice you want. We are choosing the third one “take action on your website.”
In this example, we want to target broadly to attract people who want or need to buy stock photos that have fewer rules than typical stock photos. Note that you can choose to target international, local, or other types of audiences.
A smaller audience is usually better than a bigger audience. However, if you’re an online marketer your target will be broader than if you’re a local business trying to get traffic in the door. When you’re finished, click next.
Here you’ll define your product or service. Then it’ll give suggestions based on what you enter. You might notice some choices you do not want to include. If none of the choices fit your target audience, try a new search term. When you’re sure about your terms it’s time to click next.
Now you’ll create your ad. YouTube leads you through everything, so it’s hard to mess anything up. Just follow the prompts. Notice that you get a preview of your ad on the right. Remember the rules of creating compelling headlines and leave no room for confusion about what your advertisement is about. Use keywords, action words, emotional words, and trigger words. Be specific.
Choose the URL you want those who click on the ad to go to.
For example, if you’ve created a landing page for this advertisement this is where that URL goes. Hint: Create a landing page on your site for your offerings. You’ll get a lot more conversions if you do. If you just send them to your homepage and it’s not a landing page your audience may click away due to confusion. Ensure that your audience knows what to do when they get to your page.
When you like it click next.
This is where you’ll set your budget.
Notice that you’re given the information about how many you’ll reach with the budget you’re choosing based on the other information you’ve provided. They have a minimum of $50.00 per month spend right now.
Keep in mind the data for conversions in your industry. The standard for a perfectly written ad and sales page is about 2 percent throughout all industries. So, if only two percent will click through, and then only 2 percent of them will purchase, choose how many people you need wisely.
After you choose, you’ll get to view a summary.
Next, you’ll confirm payment options.
Once you set your payment information, your ad will start running once it’s approved. It will run with the video and the text will appear on the video for people to click through. You can cancel your ad at any time. There is no obligation to continue. However, try not to panic. Let your ad run to find out what happens. Marketing takes testing, and you can’t test without giving it a real try.
Next, let’s walk through Facebook.
Facebook Walk Through
Let’s walk through the Facebook Power Editor and then, discuss how you can easily use a slide show to create a short video ad.
On the right side of your FB profile click “create ad” then you’ll be taken to a screen like below. There you click Power Editor.
Once you’re in the power editor, you can then click Create Ad
Fill in all the areas for the form that you see below. For the New, Ad Set choose Video Views.
Fill in the information so you’ll know what this ad is for and then click create.
You’re required to set a limit of 100 dollars right now, go ahead and set that but don’t worry because you’ll have more control over that later. The limit is per campaign, not monthly.
Change the Text area to say what you want it to say. Keep in mind all the marketing and advertising tips you’ve received about creating amazing headlines, and about using words that your audience will respond to. When you’re done choose Create Slide Show.
Now you’re in the slide show editor.
You’ll need images that are the right size. A great way to ensure you have the right size is to use Canva.com. They offer a template so that you can simply choose Facebook Ads, under marketing. The sizing changes often so always check with Facebook to find out their ad size requirements.
You’ll need at least three or four images to make a video. Keep in mind it must be a total of 10 seconds long as of this writing, as you choose the image duration. Keep aspect ratio as original, and chose if you want to fade out during transitions or not.
Then click Add Photos to upload the photos from your computer.
Once you upload the photos, you will be able to drag and arrange them on the strip below. Keep in mind that Facebook frowns on too many words on the slide shows. Sometimes you can get by with having words on the last slide more than the first. A way around this is to use captioning and a voice-over, but most of the time you can have very little text.
You can also upload music on the music tab or choose some of Facebook’s royalty free images.
Note: YouTube and Facebook do not play nice in this regard. If you want to run ads on YouTube and Facebook, you’ll have to create separate ads with approved music for each network. It’s not that big of a deal though because you need to ensure you use the right size images anyway.
Once you’re done, you can go back to the “create ad” tab and fill out all the information. As you change the text areas on the left, you can see it in the preview on the right.
Choose your call to action. You can choose from Learn More, Shop, and others. You will also need to insert the link where the call to action leads. Just fill in the information in each area. If you make errors, it will alert you so you can fix them as you go. You won’t break it and you can always edit.
Set your daily budget and audience information. You can set a lifetime or daily budget. Choose when to run the ads – all the time or only during a specific period.
Now you’ll want to choose your audience.
A great way to pick your audience is to choose by interest. For example, if you’re selling stock images, you may want to target graphic designers, bloggers, content writers, internet marketers, and others who often need images to make memes, eBooks, reports, and more. You can also choose demographics such as location, age, gender, and so forth.
Once your audience has been chosen and no errors are revealed in your advertisement, you’ll have to wait on approval, which can take between a few minutes up to 48 hours. Once your ad is approved, it will run as you set it up.
If you find a mistake or want to make a change, don’t worry. You can always edit your ad.
You may also choose to pause the ad or stop running it. You can even delete it, if you change your mind.
If you want to begin profiting from the power of video ads in your business, there is no better time to get started. The cost is low, the barriers to entry are low, and there are many tools available that will help you create and publish video ads with great results.