536 episodes | 520K+ downloads

Supporting image for Four Steps to the Perfect YouTube Ad – Benjamin Jones
Four Steps to the Perfect YouTube Ad – Benjamin Jones
Social Agent

Bring new customers to your business with YouTube advertising! With just a few clicks, you can create eye-catching ads that reach potential customers on the world’s biggest video platform. Benjamin Jones unveils why this form of marketing is so powerful and how entrepreneurs and marketers can use it effectively. If you’ve been afraid of testing out YouTube Ads, you’ll discover the four-step process to creating the perfect YouTube Ad in this week’s episode. 

Rich: My guest today is a serial entrepreneur and international keynote speaker. Over the past seven years, he’s educated thousands of people and helped them harness the power of online marketing to grow and scale their businesses. He’s been in online marketing for over nine years and describes it as an incredible journey. 

These days when he is not consulting on marketing, business, or public speaking, you can usually find him in his office running marketing for his personal businesses. Today we’re going to be taking a closer look at YouTube ads with Benjamin Jones. Ben, welcome to the program.  

Benjamin: Cool. Thank you, Rich. Thanks for having me. I appreciate everyone who’s listening and your attention. Hopefully we can provide you guys with some awesome value and get you guys on the road to some goodness with YouTube advertising.  

Rich: Excellent. So it does seem like a lot of marketers and business owners are comfortable running ads on Facebook or Google, but YouTube isn’t something that they’ve invested in when it comes to ads. Why do you think that is?  

Benjamin: Yeah, look, I think there is a little bit of a barrier to entry with YouTube ads. It’s a different platform. You can’t really grab what was working on Facebook ads either, and just chuck it in there and expect it to work. It’s just not going to work for you that way. So I guess there is that. And we have to create a video usually for YouTube advertising as well.  

So a lot of people we put all that together are like, oh, it’s a platform I want to use, I just haven’t got there yet. That’s usually the conversation we have. And a lot of people moving across are usually frustrated with Facebook and with their paid ads, and they’re looking for something else. 

But yeah, I think the video is in my mind, it’s not like you can just put like an image ad up with a bit of a blurb and start running out, right? Like you’ve got to be a bit more intentional and have a whole bunch more strategy involved when you’re first getting started. 

Rich: You mentioned that there’s a little bit more of a hurdle. And do you feel that some business owners or markers just don’t want to do video, they don’t want either to get in front of the camera or really invest that money into video? Is it just too much work for them?  

Benjamin: Yeah, I think so. And I think a lot of people want to make it harder. They’re looking to have these glorious videos that are studio production that you’d put on TV as a TV ad. And I think that’s another thing people have in their head is we have to create these ads at almost like TV commercials. And that’s difficult. And it really couldn’t be further from the truth.  

With YouTube as a platform, most of the content on there is like this. It’s just people talking into a podcast mic or very low-quality video shot on your phone. And it’s more important what you’re saying a lot of times than actually how you shoot the video. And coming across as authentic and real in your video is way more important than having these studio produced ads. And that’s actually where a lot of people go wrong. But when you’re first getting started, that’s what people have in their head, right? And yeah, it is just not needed at all.  

Rich: So you do a lot of consulting with companies that are obviously doing YouTube ads, and I’m sure a few of them show up to you with all the concerns we just listed. How do you get them over that? How do you sell them on the benefits of advertising on YouTube?  

Benjamin: Yeah. Look, the benefits of advertising on YouTube basically are in the targeting and the cost per lead usually. So the targeting on YouTube is probably superior to anything else out there in the market.  

For example, you can do all the normal targeting you can do in something like Facebook, but what you can do is you can land that by income. Now that’s a massive deal, right? The income thing. Because what you’re able to do there is, let’s say that I’m selling something over $500, from consulting servicing, agency, or whatever it is that I want. Now if it’s over a couple hundred dollars or a premium product, I only want to show my ads to the top 20% of household income. Now you can do that with all the targeting that’s in the back of YouTube advertising. You cannot do that on pretty much any other platform out there. And so just that alone, if you just got that bit.  

The really cool thing with that is it takes away the whole objection of, you know when you’re trying to talk me through the sales process or your sales team selling someone, and they usually say things like, “I just can’t afford your products right now. Love what you do. I just can’t afford it.” And if you can remove that from your sales process. That just makes everything heaps better, right? 

On top of that, you can also target by intent. So being able to target people who are literally ready to buy. So people who are searching for your product online, looking for what it is with you, the word price, literally in market they have a whole audience literally call that, in market, ready to go, wanting to buy your products. We call that a credit card out targeting. But if you layer that out, you’ve got people who are interested, followed by people who can afford your stuff, and then of course grab a subsect of that and only show it to people who are ready to buy. And in that way the quality of the leads that you’re going to get are going to be faster, superior to anything else where people are scrolling through, say Facebook or something, looking at what people had for dinner and watching cats jump around or whatever it might be. So it’s just a completely different platform in terms of the targeting that you’re allow able to do.  

The other cool thing, too, is it’s just such a blue ocean because only 8% of people or businesses in the U.S. at the moment are doing YouTube advertising. So it’s literally where Facebook was a decade ago or. Email was maybe back in the nineties or search was in the early two thousands. And the great thing with that is, at the moment, Google’s literally giving away, or Google and YouTube ads are the same, literally giving away $500 worth of free ad credit just to get started, when you spend $500. When was the last time Facebook gave you a hundred dollars to get started on that platform? So it is very much the beginning of an adoption curve, if you will. And that’s great news because you can get in well before it starts to get saturated and expensive. 

Rich: Makes sense. As we think about the video that we want to create for these ads, I’m curious, are you recommending that we create videos specifically for the ads? Or if we’ve already got organic content up on YouTube, can we just repurpose that?  

Benjamin: Yeah, you could repurpose your organic content. Or what a lot of people want to do is they want to bring, hey, look, we already have an ad that’s working on TV/Facebook, and can we just use that on YouTube? The answer is, yes, you can. It just won’t work as good.  

Now really on YouTube, particularly the type of ads you want to start with are called the ‘pre-roll ads’. And they’re the ads that when you are watching YouTube and you’ve got five seconds to skip, they’re the ads that you want to roll with. Now when you’re doing it, probably one of the best things you need to do is have an ad that’s correctly structured for YouTube and also gets people to take an action and delivers value in some way.  

So what we want to do there is we use a four-part YouTube ad structure. So the first part is the hook. So being able to hook someone in that first five seconds, that’s really important. The second one is the elevator pitch. So the elevator pitch is literally like a very small pitch that you’ll do less than 30 seconds. If you haven’t heard the phrase before, it comes from if you wanted to get a promotion and you worked in a high-rise building, you’d get in the top of the elevator with the CEO. By the time you got to the floor, you would’ve pitched him and got your promotion. So very small, under 30 seconds. And I’ll tell you why that 30 seconds is really important in just a second.  

Next up you want to have your story. Your story needs to educate or entertain in some way. So you need to provide value. This is not a salesy video ad that you’re going to run on Facebook. This is an ad that’s going to help people in some way because that’s what people go to YouTube for. Most of the searches on YouTube start with ‘how to’. People go there literally to be entertained or educated in some way, so your ads have to align with that.  

And lastly is the close. Tell them what you want them to do. Click here, do this, whatever you want them to do. And make sure you sell the click. Don’t just say ‘for more information click here’. You want to be like, ‘for big benefit, click here’. So that’s how you’d structure the ad. 

Why that format’s really important is because on the way that you’re charged is the first 30 seconds is free with those pre-roll ads. Now that’s massive because you know the most you’re going to get outta Facebook by comparison is three to five, 15 seconds if you’re doing three play campaigns or something like that. Whereas on YouTube, you get double the amount of time to literally get your message across. And if they skip your ad, it’s totally free. So in terms of how to structure the ad and why that’s important, you can say a lot in 30 seconds. So that’s why we do the elevator pitch with a very small close. Like, “Hey, if you’d like more information, click here”, and then we go into the story, deliver more value, and the close.  

So if you can, if you’re just getting started, that’s where you want to get started with YouTube ads, have that format for your pre-roll ads. The length of your video. This is usually other question we get asked, how long should the video. You really want it between about a minute and under three minutes. Don’t go over three minutes unless you’ve got a really good ad, because you’ll get penalized for it inside the platform.  

Rich: So how do you get penalized for it? What does a penalty look like in that situation?  

Benjamin: You’ll just get higher CPMs. Like they’ll charge you more for it because you’ve gone over their recommended time for an ad, basically. 

Rich: I see. I want to take a step back, and then I want to dive into that four-step process a little bit more. 

We’ve talked a little bit about targeting and we can address people based on their income, assuming that Google knows that information and their geography as well as some of their interest and intent. Am I correct in my understanding that I can also say I want my ads to show up before my competitor’s videos on their channel unless they block me – because they know I’m doing this – or in front of other specific videos per se? And if so, are those the only options like that, or what other options might there be?  

Benjamin: Yes, so a hundred percent. And like I said before, the targeting is amazing on YouTube, we could probably spend three hours discussing it. But the fun thing is, the cool thing is you’re able to ethically steal your competitor’s traffic.  

So there’s two ways of doing it. One is their literal website traffic, and the other is their YouTube traffic. So let’s start with their YouTube traffic, for example. So like on YouTube you can put your ad on any YouTube channel or any YouTube video. So think about the top 10 videos on YouTube right now around your niche. People are probably tying to ‘how to’ the problem that you solve, and you’re able to literally when people go to watch videos like that see your ad first, okay? That’s going to get you very intent driven audience like traffic to your website. 

Now, the next thing from there is you can do it to any channel. So let’s say you’re in the coaching space and you want to put your ads on, I don’t know, Tony Robbins, Grant Cardone, Alex Hormozi, insert your favorite bigheaded coach here. Now the cool thing that you can do there is those people, anyone coming along to check out that channel can then see your ad. Now that’s really cool because you got to think about it, these people have spent a lot of time building these YouTube channels and creating the following of your dream client or their dream client, and you’re literally able to just put your ad straight on that channel. 

Now when you said before can you block it and so on, you used to be able to block it, but a lot of the times, you just won’t get blocked. And the cool thing with that is you can now put ads on any channel. You can’t actually say, I don’t want to have ads on my channel anymore, YouTube took that away. So any channel is up for grabs. You’re able to just chuck your ads straight on there. And that’s really cool because you’re able to get quite a targeted human back to your website, or funnel, wherever you’re sending it.  

Now while we’re on website, the second part to that if you thought stealing people’s YouTube traffic was cool. And it’s not stealing, it’s ethically targeting, right? So it’s just some cool targeting. So people get hung up on this, oh, they’re going to do it. What’s going to happen? They’re going to contact me. They’re not even going to know that you’re there. Just stop worrying about it and start doing it. Seriously.  

And then the next one is the website. So with the website, you are able to literally, because Google and YouTube are the same, Google knows what people are typing into their browsers. They know what websites they’re visiting, and they also have Google Analytics on most websites out there, so they know when a user is going to a website. What they do with that data is they then grab that data and they say, look, when this person’s on YouTube next, show them your ad. Really cool.  

So for example what works nice here is you can literally grab all your top end competitors, and if they’re running paid traffic to their website or if they’re running like socials to their website or whatever, all those people that they have targeted that are landing on their site, you are able to show them your ads. This is some of the most powerful targeting you can do in YouTube. Now you can take that one step further if you like the idea of literally stealing your competitor’s traffic, and that goes to their website straight over to your offer. 

If that wasn’t cool enough, you can also do like other big sites that they might go to. So for example, some of our ideal clients have CRMs, which is a type of software that runs people’s business, if you don’t know what a CRM is. Now the cool thing with that is, because I know people who have an expensive CRM are probably going to be running a larger business, have a full staff, all of that stuff, right? So what I do there is not only do you target say, HubSpot or Salesforce or maybe even Click Funnels at a lower level, you target the login pages of that site. So not only people visiting that they’re sending traffic, I want the people actually using that software. So that’s another really cool way to target people who’ve visited websites that may not be your competitors but are definitely your ideal client.  

Rich: Share an audience. Yeah, that’s a really good idea. We talked a little bit about targeting, how about retargeting? Or is that basically the same thing, since we’re talking about if they visited our site or our competitor’s website, we can be targeting them as well? 

Benjamin: Yeah. Look, to be honest, retargeting on YouTube is cool. Very much like Facebook. Anyone who watches your stuff or visits your landing page or whatever, you can show them a video ad or maybe you’ve seen the little banner ads on YouTube, little image ads that you put on there. It’s probably better retargeting on YouTube at the Google Ads platform. One of the main components is YouTube ads… so Google Ads platform has things like YouTube ads as a thing, but it’s in there. It also has search ads, it has shopping ads, and it also has the display network. So there’s four different categories of ads inside of the whole Google Ads platform. YouTube ads is just one part of that.  

Where retargeting comes into really its own is where you grab the display network and run those ads as retargeting. And I’ll explain what that means. So basically, think about it when you’ve ever tried to book of cruise or maybe you’ve seen a PR like e-com product online or something like that, or you visited some really good marketers page, you just see them pop up everywhere, right? Like wherever you go, whatever website you come up, you get those little image ads that are just absolutely everywhere. Now that’s done with the display network, and it actually covers 90% of internet users. So the cool thing with that is there’s no escape. So if they visit your landing page or they do something, we call that our ‘no sale left behind’ remarketing. Like literally, you’ll be omnipresent, be in their face everywhere.  

Now what’s really fun with that is you don’t actually get charged unless they click. So for example, you are able to be absolutely everywhere to these people who visited your stuff for remarketing, but you don’t get charged. So it’s absolutely amazing. This has the highest return on ad spend of any platform. Like we market on all the platforms, right? For remarketing, this has the highest return on ad spend. So if you’re getting a three or four times or five times return on ad spend, you can triple that. And that’s what you’re going to be getting with your display marketing. So even if you’re running ads from Facebook or you’re running ads from your email list or from socials or from wherever, I don’t care, remarketing them with the display network is going to make a massive difference. So yes, do that. That also goes into YouTube remarketing as well. And the two work together because they’re all in the same platform.  

Rich: Nice. So let’s go back to your four-step process and the hook. So obviously the hook is what comes first. It’s those first few seconds, I assume, maybe the first five seconds since that’s when I can start to skip through these videos. What needs to go in that hook? How are you going to stop me from clicking that skip button at the five second mark? 

Benjamin: Yeah, we have 10, I think there’s 11 different types of hooks, right? Like you got your big benefit ones, you got your main problems like fear of missing out, like all these different hooks that you can put in there. And they’re very much like the same sort of hook types you might try and create a headline with. The one that works the best though, like if we were just going to 80/20 the whole thing, is usually a hook that’ll have a rhetorical question that has ‘yes’ at the end of it.  

So for example, you might do something with YouTube ads. We might say, “Are you sick of burning money with Facebook ads?” Okay, so I’ve asked a question and it’s a pain point for them and they’ve had to answer “yes”. Okay, so if they can agree, if you can get them to agree with you in the hook, the rest of it’s much easier. 

So another one might be, “Do you know you should be doing something about your diet?” or whatever it might be. So asking them a rhetorical question usually on something they hate or a big benefit, that is we found to be your best hook that you can use. So I always try to do those.  

Now the other fun thing, I don’t know if people listening have heard of something called ChatGPT, but it’s actually really fun. I mean we could probably spend an hour talking about that, but if you haven’t used it before guys, it’s AI copywriting, literally for free it’s going to write you some hooks. So I would literally go to ChatGPT and be like, “Hey, please write me some hooks for this website”, put the website details in there. And then I’d say, “Give me 10 hooks on this where people have to say ‘yes’ at under five seconds that I can use in a YouTube ad.” It’s literally going to spit out like 10, 15 hooks. Pick the top five, go from there.  

Rich: Excellent. All right, so we’ve got a hook, we’ve got them moving past the five second mark, now let’s move into the elevator pitch. You talked a little bit about that before, but what else can you tell us? What else should we think about as we’re developing out this script? 

Benjamin: Yeah, so we have a full act, we actually give it away for free. It’s like a whole checklist that covers all the different bits of the elements of the ad. But what is cool there is you actually want to do in the elevator pitch, it’s very much like you want to start with their big problems. 

So I’ll just do one of my ads, because I know that off the top of my head, so it makes a bit more sense. So the hook might be you’re sick of burning money on Facebook ads. And then I’ll talk a bit more of a problem to relate with them a bit. So it might be like open rates, “let’s be real, open rates on emails suck. Search ads are super expensive and Facebook ads are about as reliable as the politicians promise.” So I’m actually able to like, oh yeah, that does suck. “The good news is, we’ve helped multiple clients in a wide range of industries generate millions of dollars with YouTube ads.” So you want to have a little bit of positioning. And then you’d be like, “The great thing with YouTube ads is they’re super reliable. They help you consistently grow your business and take you to the next level, wherever you want to go”, or something like that. “So if that sounds like something that you’re interested in, just click on the button below and I’ll show you exactly why YouTube ads are super cool.” 

Okay. So I’ve been able to, in that little bit there, I’ve been able to literally relate with them, tell them the main problem, I’ve been able to give them credibility, like why should you listen to me? We’ve helped people make millions of dollars with YouTube ads. And I’ve also said what is the big benefit. What’s the thing that you want. You just want reliable, consistent ads that are going to work for you. So if that sounds interesting to you, click the web blog and you’ll have free training or event or whatever, check it out here, and here’s why it’s cool. And then that’s when you can go into the story.  

Now, if you can say all of that before you’re charged for your ad, are you going to get a quality click to your website? In most cases the answer that’s going to be yes. And that’s why we love YouTube ads, basically. That’s how you want to do the elevator pitch, and then of course move into the story and go from there. 

Rich: So let’s talk about the story, because story means different things to different people. How do you mean story when we’re talking about YouTube ads?  

Benjamin: Look, to be perfectly honest, the story is important but not as important as the hook. For example, we’ve done testing with different hooks. If you have a good hook, your ads will cost half the price. So the hook is the most important thing. The elevator pitch is the next important thing. The story is important, but it’s probably like the 20% of the whole ad, in terms of effectiveness.  

Now in the story, there’s a couple of different ways you could do it. For example, you might do a story based on you some of the big benefits around your product offer. You might do another story on ‘here are some case studies of people we’ve been able to help.’ You might do another story on the framework of whatever it is that you do. You want to educate people here. Like we’ll do one on, “here’s how the targeting of YouTube ads works.” Or we’ll do another one on, “here’s why YouTube ads are a big opportunity at the moment”, and we’ll talk about how many people are using YouTube ads and why it’s a good opportunity to get in there and blah, blah, blah. Or, we might talk about what they’re going to get, is another good one. So if you come along to our Masterclass or event or whatever, here’s the things that you’re going to get, that you’re going to be able to implement your business straight away and this is why you’d want them.  

So the story part is cool, but you really just want to deliver value. People want to get to the end of the story and be educated or entertained in some way and go, “Oh yeah, that is actually really cool.” Make it about them as well. This isn’t a chance for you to just posture yourself for the next minute or two. The story has to be them. The whole ad needs to be about them. 

And I guess another really cool way that I like to explain this is, don’t promote your stuff so much in the ad. Because you want to entertain them or educate them. And I guess this comes back to those levels of awareness. In any sales process there’s levels of awareness, right? There’s a problem, then there’s a solution awareness, then there’s product awareness, then there’s very aware, right? So at the ad level, we’re very much problem. So you’ve, you want to talk about the problem in the ad and how you can help them and how that works. So like, how do you overcome this problem? 

Now the answer to that question is, well come to our website and we’ll show you, pretty much. So whether it’s, Masterclass or an e-commerce product or whatever. So the ad has to focus on the problem when they get to your landing page, then you can talk about the solution and what that might be. “Click here to get this, buy this product, check out this training, download this thing”, whatever it is. You can only really talk about the offer in the close, which is the last section. So don’t be putting what you offer in the story, basically. That’s a long way of explaining that.  

Rich: All right, sounds good. So we do get to the close, but before we get to the close, I have a question. You said something interesting about a good hook driving down the cost of our ads. I think you said half the cost of our ads. What is it about a good hook? Like how exactly is that driving down the cost? I just want a little clarification around that. 

Benjamin: Yeah, a hundred percent. So how it works is it usually wants to show more relevant ads, right? So if I’m not skipping the ad and I’m staying to watch the video, I’m going to get charged less what’s called CPMs, or cost per thousand impressions. And the reason that works is because basically YouTube wants to give their users a better user experience.  

So if I’ve got an ad that people are actively interested in and are going to watch, then YouTube’s going to serve that up versus one that’s not performing as well. And the hook is where that gets decided, because that’s the first five seconds before they skip. So if everyone’s skipping your ad, if you’ve got 10 people and on one ad seven people are skipping it, but on another ad only three people are skipping it, Google ads, YouTube ads is going to reward you for having a better ad that people are going to watch, that they’re not skipping and giving their users a bad user experience.  

Rich: So it’s like the quality score for Google Ads. It’s basically a reward because they make money off of you when they show an ad that actually works, versus one that somebody’s just skipping through because they’re not going to charge us for the one that people are just skipping through. 

Benjamin: A hundred percent. A hundred percent.  

Rich: Okay. Excellent. Just wanted to make sure.  

Benjamin: That’s a good way of putting it though, the quality score. I like that because it comes over from search ads.  

Rich: Feel free to use that. Yeah, go ahead. Use it to your hearts content.  

Benjamin: I will, that’s just going straight into the repertoire. 

Rich: And then let’s get back to the close. So recommendations about how we wrap up these videos and get people to take action? 

Benjamin: Yeah. So look, with the close, you really want to summarize your big offer. That’s the first thing. So the first part of the close is going to go something like, if you want the big benefit that you’ve already described, then what you need to do is,… Okay, so for example, that might be if you’d like to learn how YouTube ads can consistently grow and scale your business in a reliable way. Then what you need then is this training, or whatever it might be, is not to be missed.  

Now what you want to do there is now you want to sell the click. So then you’d be like, “Click, for the result you want. If you’re ready to start to take your business to the next level. Live the lifestyle you deserve. Whatever you want, click the link here.” So you have to sell that click. Now that’s really important. Don’t just be, “for more information”. No one wants more information. They want that about as much as they want to sign up to your newsletter, okay? They don’t want to do that. So you want to actually sell the click.  

And then after that, you want to tell them where they’re going to go. So after you’ve done that bit, you want to go look and what’s going to happen next is you’re going to be taken to a page that looks like this. Now, this bit’s really important. This will really help your close rate, because if you can tell people where they’re going to go next and literally show them they’re going to, when they get there, the conversion rate on the page it’s better because it’s not a surprise. They’re like, oh, they said that was going to happen. This happened. It’s a mini micro trust thing, and away you go.  

So make sure you do that. Bring the page up, explain what happens, how you click here, you do this, whatever they need to do when they get there. Fill out this form, whatever it is. And then after that, you’ll come back to the close again. You’ll literally say to them, “All you need to do, and you’ll come back to the big video, is click the button here”. And we look forward to whatever it is on the other end, that’s just how it works. Now, that’s the close.  

Now the next part is actually an end screen. And we put that in the close. Because where a lot of people go wrong with this is they’ll actually run the close and just stop. So they’ll be like, “click here and get your thing” or whatever it is. And stop. And then their content comes back and they’re like, oh yeah, that was a cool ad. But when people are listening to what you’re saying, they’re usually a good three to five seconds behind what you’re actually saying for them to process it and figure it out. So if they’re three to five seconds behind, by the time you close, they’re like, oh yeah that was the page and what’s going on here? So that’s why you want to have an end screen.  

Now an end screen can literally be just a like a screenshot of the page with a flashing arrow to where the button is, and it’ll go for 15 seconds or 20 seconds or something, and it’ll just pop up. And what that’s going to allow people to do, or you might have a fancy graphic or something, is people are going to catch up in their head, they’re going to look at it and they’ll be like, oh yeah, cool. And then they’ll click, right? If you add that little end screen at the end, your conversion rates will be heaps better. Because it just allows people that lag between your talking and them taking action.  

Rich: Makes a lot of sense. Everything that you’ve said today, Ben, seems to be like a talking head video. Are those the kind you recommend, or am I misunderstanding this, or do you do a bunch of different types of videos and maybe just me talking to the viewer is just one approach to doing it, and there may be others that you would also recommend? 

Benjamin: Yeah, a hundred percent. So we’re talking about the ad here, right? So this is what type of ad format do you actually create? And I guess a lot of people are like, I don’t want to be in the video. Okay, we get that a lot. Like how do we create this where I don’t have to be in there? I don’t want to be a talking head video. There’s no way, I’ve got a face for radio, let alone video. It’s not happening. Okay. So what we do with that is look, if you’ve got some sort of service, it does work better human to human. Because remember, people want to do business with people to people. What you can do if you don’t want to be in the video is you can literally go to Fiverr right now and there’ll be actors that’ll act out your video for you. They’ll literally say it probably a thousand times better than you’re going to say it anyway, and go from there.  

Like for example, we ran some marketing to the U.S. My other business partner, Marcus, actually grew up in America. So he’s got a bit of an American accent, so his ads do better than mine just because of the accent difference. Now what’s really cool is we’re like, what about if we got some really attractive young models to do the ad in an American accent, would that work better? And guess what? It did. And obviously they look better than I do. The cool thing with that is it was the same ad. They just delivered it and away it went. So you don’t have to be in the ad.  

Now, if that’s more of a service business, you probably do need a person. Like you’re a real estate company, you’re a marketing agency, you’re a coach, consultant, you’re lawyers, accountants, that sort of thing. You probably want to have a person talking to a person. because you’re a service-based business. It’s what you do. If you want to have the animated style video, they can work really well. Again, it’s not how the video is shot, it’s what’s said in the video that matters, right? It’s how you relate with people, how you help them in the ad.  

Now, the place where animated videos work really well, e-commerce products, depending if it’s got like an explainer video, those sort of things can work really well. And also in software. Like software as a service doesn’t need a human to sell that usually, because it’s just the problem. They can create a little cartoon avatar and away they go. So it really depends on the niche. You can run the animated or the other style of ads, B-roll ads with text and all of that if you really want. If you are a service-based business, I do recommend person to person ads. 

Rich: So Ben, this has been great. Tell me a little bit about how you work with clients. Are you working with them on the script? Are you helping them with the targeting of the advertisements? Are you actually filming them? Like how does it work when somebody comes to work with you?  

Benjamin: Yeah, so it really depends. Look, in most cases we work with the client and help them build out their advertising, whatever it is that they want to actually get done, right? So we’ll do things like write their scripts, edit their videos for them. We’ll do things like actually build out their campaigns with them, set them all up, get them all going. And that way the chances for success are just way higher, right? That’s usually what we do. And it depends on what the client wants. We don’t have a set thing.  

It’s usually like a, what do you actually need? Some people will be like, hey, can you come train our marketing team, for example, or like mini corporates and stuff like that. And we’ll come in and there’ll be a team of people and we train them up. And other people will be like, hey, can you just help us run it? Other people are like, can you hire someone to help us do it? So it really depends on what level people are at and where they want to go to. But yeah, it’s very much more a tailored thing than it is just like a set and here’s how it works, because everyone needs something a bit different. 

Rich: Makes sense. If somebody is interested in learning a little bit more about how you work with clients and maybe hiring you, where can we send them?  

Benjamin: Yeah, you can check us out at Titanmarketer.com. So that’s Titanmarketer with an “er”. So you can check us out there. 

The other thing is if you wanted to connect with me, I know Ben Jones is a cool thing to search because you’ll get like a million of them, right? But LinkedIn’s probably good. If you type in “Ben Jones YouTube ads” or something like that, it’ll pop up. So you can check me out on LinkedIn, all the usual socials if you want to do that. And yeah, happy to connect with you in any way and help you guys if there’s any questions that you have. Happy to help you in any way we can.  

Rich: Excellent, and we’ll put all those links in the show notes as well. Ben, this has been very informative. Thank you very much for coming by today and sharing your expertise. 

Benjamin: Okay, awesome. Thank you. And really appreciate you being on today. Hopefully being able to help any listener in any way possible to start their journey with YouTube ads. And yeah, wish you guys all the best on your journey. 

Show Notes:  

Benjamin Jones is an influential mastermind in the online marketing sphere. He helps thousands dream big as he educates them on how to get their businesses soaring with amazing strategies that make it happen. Check out what his agency is doing for other businesses, and connect with him on LinkedIn. 

Listen up folks, I got Rich Brooks here, the guy’s a genius when it comes to web design and digital marketing. He’s the head honcho at flyte new media, a little agency in Portland, Maine that’s making small businesses look good online. He’s also the brains behind the Agents of Change, a bunch of cats who are all about helping each other out. Rich has been in the game for 25 years, he’s a pro, he wrote a book called “The Lead Machine” it’s like a guide to digital marketing for small businesses, it’s got all the goods. With Rich Brooks on your side, you’re gonna make it, baby! – Lenny Bruce by way of ChatGPT