YouTube for Ecommerce: Try Tom Breeze’s Video Ad Formula

January 4, 2019

Hey! I sat down with YouTube expert Tom Breeze and he had some great advice for how ecommerce business owners can get started with YouTube ads.

Watch the video for his full speech, or view the post below:

Ecommerce is finally getting popular on YouTube.

Business owners are starting to realize that people don’t just go on YouTube to watch stuff; they go because they want to know something, or do something, or — most importantly — buy something.

Consumers are turning to YouTube to search for product reviews or comparisons to help them with a purchasing decision…

And for ecommerce stores, that’s the perfect time to get in front of people: when they’re looking at your competitors. That’s the time to throw your hat in the ring and say, “Hey look, you may not know about our product just yet, but we’re here and this is what we have to offer.”

Yet right now, if I go on YouTube and search for a product, I’m not targeted with any relevant ads in response to my behavior.

I think because a lot of businesses are comfortable advertising on Facebook, but wouldn’t even consider using a platform where people watch funny cat videos.

So if you’re an ecommerce marketer looking for how to get started with YouTube, here’s where to start.

1. Create a video demonstrating the value of your product.

Give a demonstration of what it does and the mechanization of how it works, and position it so that people know why they would want to buy it.

2. You don’t have to act like a sales expert.

When you create your ad, you don’t have to be persuasive — just try to provide relevant, useful content.

That’s the best way to create ads that will resonate with your audience.

3. Target people based on a moment in time.

If you know that your prospect is looking for products, or reviews, or comparisons, then you know exactly where they are in the customer journey and how to best assist them.

Because if you get in front of people at the right time, with the right product, and a really helpful ad…

You will dramatically improve conversions.

Highlights:
0:02 Ecommerce is starting to get really popular on YouTube
0:20 A lot of Ecommerce brands don’t consider advertising on YouTube
0:58 Start by creating a video that demonstrates the value of your product
1:24 Try to provide relevant, useful content

Tom Breeze is an expert on Google and YouTube (with a focus on video advertising). Tom helps ecommerce business owners diversify their traffic sources by branching out to these extremely profitable yet underutilized platforms. He’s the CEO of Viewability and a Director with Video Results Ltd.

Click Here For Video Transcript

E-commerce is starting to get really popular on YouTube. People are starting to realize that people go to YouTube because they’re wanting to know something, do something, or the big part of it is wanting to buy something. And right now if I go on to YouTube and I look at particular products, I see no ads, no relevant ads to me. I think a lot of e-commerce stores are very, very comfortable with advertising on somewhere like Facebook, but they never even really consider YouTube. They’re so many people going to YouTube looking for things like reviews of certain products and they’re saying, “This product versus this product.” We’re going there because as consumers, we go to YouTube because we’re looking for information about that purchase decision. Is it the right one? What else is out there? What else can I learn? And that’s a perfect time as an e-commerce store to say, “I’m gonna get in front of people when they’re looking at maybe my competitors.” And as a result, you’re throwing your hat into the ring and just say, “Hey, look. You may not have heard about it just yet, but we’re here and this is what we provide.”

For an e-commerce business, if you’re thinking about one thing you can do with the platform of YouTube, I would say start by creating a video demonstrating the value of your product and position it so people know why they want to potentially buy that product, what it does, how it works, and just kind of really play out as a demonstration, “Here’s what the product does,” so people just get it immediately. And then be just really clear to say, “Here’s what you need to do next.” You should find it’ll resonate or get back people to the website, and that tends to increase conversions. When you get your ad created, don’t think about becoming some sort of sales expert, just try and provide really relevant useful content. Because if you put a good content rich ad in front of someone just to make them feel like, “That was awesome. What’s next?” That’s the best way of creating ads on YouTube that just really resonates with your audience. And the final thing I would say is that when you’re running those ads, you can build campaigns where you target people based on their moments in time. So, let’s say, for example, you go to YouTube because you’re searching for something or you’re in that moment, you can get in front of them exactly the right time. So, by getting it from them it’s actually about time you dramatically improve conversions. It’s an offline world and you’re trying to treat everybody like an individual. Let’s do that and then get in front them at the right time with the right offer and a really helpful ad.