What actually works for YouTube ads

YT short ads are on the rise lately.

The opportunity there is massive and largely untapped.

We’re seeing CPMs of only $3-4 and view rates over 10%.

Compare that to the rising costs and competition on Facebook, Instagram and TikTok.

YouTube is a blue ocean for e-commerce right now.

This reminds me a lot of TikTok ads a few years back.

Low cost. Little competition. High ROI.

It could be an extremely profitable platform if you do the creative right.

But this is also where I see many brands go wrong.

Their ads are either too salesy… or not selling enough.

They put on their salesman hat and go on full selling mode

They turn something that should be fun for the audience… into a sales pitch.

Or they spend way too much time making the ads unique and creative.

High production values. Fancy transition. Sharp editing.

And forget about the only goal of an ad - making people click.

Here’s the thing…

The best option is sometimes the simplest one.

In this case, the best creatives for YT are like organic videos.

They look native to the platform, not overly polished or “ad-like”.... while still soft-selling the product’s benefits, USPs and features.

You need to find the balance between selling and entertaining.

Some of our best-performing ads use a vlog or unboxing style, UGC product demos, and short influencer testimonial clips mixed with lifestyle B-rolls.

The reason those work so well?

They give the viewers a fun experience… while subtly demonstrating the products.

Getting sales doesn’t just come from educating or persuading people.

One of the most important forms of value is entertainment - in the same way that people are willing to pay money to watch movies or go to a comedy show.

Especially today, when people can get entertained everywhere on the internet… even sales ads must be wrapped in entertainment for people to consume them.

That’s it for this email.

See you in the next one.

Jackson,

CEO of Echelonn.

P.S 

If you want to capitalize on this untapped blue ocean called YT ads…

And see how you, too, can run Google Ads to scale your business WITHOUT wasting money on the wrong strategies or incompetent agencies…

Click here to book a call with us.

This month, we’re offering free account audits for a few brands.

You’ll get a complete review of your ad account.

And we’ll give you an action plan for the next 90 days.

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