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[Download Now] Smartmarketer – YouTube Kickstart Blueprint
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Smartmarketer – YouTube Kickstart Blueprint
4 Steps to Scaling Your Facebook Ads onto YouTube: How I Cracked YouTube Ads for Ezra Firestone’s $100 Million Brand
By Brett Curry & Ezra Firestone | March 1, 2021
What if I told you that right now — at this very moment — you’re probably 90% of the way toward scaling your Facebook ads onto YouTube?
Hey, I’m Brett Curry!
I’m an agency owner and Google premier partner, as well as one of the top spenders on YouTube ads for small businesses.
And while most brands never break into this hugely profitable sales channel — either because they fail to launch profitable campaigns or because they simply avoid the platform altogether…
In the last year alone, I’ve overseen $100 million in profitable ad spend for my clients, including Ezra Firestone’s ecommerce brand, BOOM! By Cindy Joseph.
Ezra’s Big Ads Problem (Uh Oh!) and Why You Should Scale onto YouTube
When I started running ads for Ezra, he’d profitably spent over $16 million to date on Facebook while spending a whopping $0 on YouTube.
You might be wondering, “If Facebook is performing so well, why bother with YouTube?”
It’s because Ezra knew that relying on 1 revenue channel was super dangerous. If his Facebook ad account got shut down, he could lose his business.
He also knew that the solution to his problem was to diversify his traffic sources. That way, if anything happened to his ad account or if his sales took a massive hit from a platform or algorithm update, he would have a secondary revenue channel to rely on while he figured things out.
This is like insurance for your brand — except instead of paying for it, it pays you! — and it’s something every business owner should have, otherwise you’re just one misfortune away from going bust.
Okay, that makes the next question, “Why YouTube?”
Why YouTube is the Perfect Secondary Sales Channel
Out of all the other sales channels out there — Google, Amazon, TikTok — why did Ezra choose to invest in YouTube to scale his Facebook ads, and why do I think you should, too?
To start with, YouTube has 2 billion active users. More 18–34 year olds watch YouTube than network cable, and it’s the world’s 2nd largest search engine after Google and the 2nd most visited site on the Internet. (You want scale? I’ll give you scale!)
But this platform isn’t just for streaming and search…
80% of shoppers say they use YouTube in their buying decisions, and 1/3 of shoppers say they’ve purchased products they discovered on YouTube. On top of that, YouTube gives you all of Google’s user data, making it the biggest customer pool on the planet!
The bottom line? This is a real shopping platform!
(Plus, there’s a secret ad type that’s perfect for driving cheap conversions. I’ll show you what it is and how to use it later in the article.)
So why isn’t every marketer and business owner investing in YouTube right now? The truth is, most people don’t know how.
What Most People Get Wrong About YouTube Ads
If you’ve ever heard someone say that YouTube ads “just don’t work” or they “can’t scale,” it’s probably because that person was doing one of the following:
❌ They didn’t start with the right ad
❌ They didn’t understand YouTube ad creative
❌ They weren’t using the right ad types and audiences types
❌ They weren’t tracking the right metrics for optimization
But don’t worry, that’s why I wrote this article — to help you avoid these mistakes so you can jump on this massive opportunity.
So let’s start from the top.
Step 1: How to Find the Right Ad for YouTube
When I set out to make Ezra millions in revenue on YouTube, did I go pay the Harmon Brothers $100,000 to make us an Oscar-worthy video ad?
No way. Instead, I paid $0 to make an ad that’s just as good. How?
Here’s the secret that no one understands about YouTube ads: you don’t have to spend time or money on new creative — all you have to do is use your Facebook ads that are already working.
So if you have a successful Facebook ad, then good news: it just became twice as valuable to your brand, and you’re already 90% of the way to scaling onto YouTube.
(If you don’t have an ad, that’s okay. In a second I’m going to give you Ezra’s #1 video ad template from our campaigns.)
3 Keys to Choosing the Right Facebook Ad for YouTube
You might be saying, “Use your Facebook ads? That’s obvious!” or “I tried that but it didn’t work for me!”, and that’s because you can’t use any ad; it has to be the right ad.
Here are the 3 things I look for in a winning YouTube ad:
- Is it a video ad? Sorry, but I have to ask. This is a video streaming platform, and even your best image ads will fail on YouTube.
- Is the ad hitting your CPA? We want to start with a successful ad, and a good marker of this is your cost per acquisition.
- Are you running the ad at a high sales volume? We don’t want a campaign that you just turned on, even if it’s hitting your CPA. High sales volume indicates that your ad is resonating with a large audience — this completes the package.
Okay, now that you’ve found a Facebook ad that checks all of these boxes, do you just throw it on YouTube? Not quite.
First, you need to optimize your ad for this new platform.
Step 2: Optimize Your Ad Creative for YouTube
In some ways, marketing on YouTube is the same as marketing anywhere else: it’s about delivering the right message to the right audience at the right time…
But we execute that strategy differently on YouTube than on Facebook or anywhere else. The biggest difference is in the creative.
Why People Approach YouTube Creative All Wrong
Google says that 50–80% of ROI on YouTube is driven by the creative, so you have to get this right. Even if your targeting and budgeting are brilliant, if you don’t follow the tips in this next section then your campaign probably won’t work.
When I’m deciding which Facebook ads to use and how to optimize them, I focus on these creative elements that are working on YouTube right now:
1. The video has to do all the work.
Unlike Facebook, YouTube ads don’t have text above them, so everything from your hook to your call to action must be represented visually.
To optimize your Facebook video, take the information in the copy and include it in the video as text overlays. (And make sure your video has a strong CTA!
2. Nail the first 5 seconds.
On Facebook feeds, people can scroll right past your ad if they want to. But on YouTube, viewers have to watch 5 seconds of your ad before they can skip ahead to their cat video.
Use this time wisely! Start “high” with something exciting that will grab their attention.
3. Speak Directly to Your Ideal Customer
It’s not enough to get people’s attention — it has to be the right people.
On Facebook you pay for any impression no matter how brief, but on YouTube you only pay if someone watches for 30 seconds. (That’s right! More on this in the next section.)
That gives you time to connect with your ideal customers, filter out everyone else and lower your CPC.
Don’t Have a Winning Facebook Ad? Copy Ezra’s #1 Video Ad Template
Ezra’s top campaigns on both Facebook and YouTube use his “Love-Demo-Love” formula.
This is our most successful video ad ever, and it’s the perfect execution of my 3 tips for creative optimization.
The ad opens with a customer testimonial (love), then cuts to a product demonstration (demo), then finishes with another testimonial (love).
This ad lets the video do all the work by including text overlays and a strong CTA, and it nails the first 5 seconds by opening with a testimonial that speaks directly to their ideal customer.
If you don’t have a winning Facebook ad to scale onto YouTube, I recommend that you read Ezra’s article on how to copy his Love-Demo-Love Facebook ad campaign.
Step 3: Choosing the Right Ad Type & Audience Type
What makes YouTube such an effective marketing platform for driving conversions? You’re about to find out.
These are 2 more YouTube secrets hiding in plain sight.
Only Pay if Someone Watches 30 Seconds of Your Video
There are a lot of ad units on YouTube, but the best one for driving conversions is TrueView for Action.
These are in-stream ads that appear before and during videos, and here are 2 great things about them:
- People must watch 5 seconds of the ad before they can skip to their video. That gives you a chance to hook them so they watch the rest.
- You only pay for an impression if someone watches 30 seconds of your ad. (Yep, you read that right.)
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