Strategies for Overcoming the Most Common Objections to YouTube Video Ads
YouTube has become a dominant platform for advertising, with its global advertising revenues reaching $31.51 billion in 2023. However, there are still some advertisers who are hesitant to include YouTube video ads in their marketing mix. In this article, we will address the most common objections to YouTube video ads and provide strategies to overcome them.
Objection 1: You don’t have the budget
One of the main reasons advertisers avoid YouTube video ads is due to budget constraints. Paid search managers often prioritize search campaigns over video campaigns when budgets are limited. While this approach can be practical in some cases, it is often overused.
We encourage advertisers to step out of their comfort zone and implement YouTube video ad campaigns in parallel with their search campaigns. Even if sales via video campaigns may not be as strong as search campaigns, they still contribute to valuable brand awareness that will pay off in the long run. YouTube ads also reach a different audience, expanding your reach and future-proofing your marketing efforts.
Additionally, having concurrent search and YouTube ad campaigns can have a “halo” effect, providing a lift across the board. Removing YouTube and other non-search campaigns from the mix often results in a degradation of net-new traffic, even when search campaigns are left in place.
An example that highlights the impact of budget cuts on YouTube video ads is a client who reduced their monthly video advertising spend from $3,500 to $1,000. The decrease in volume for their branded campaign and flagship product indicates the potential negative effects of cutting back on video campaigns. It is crucial to closely monitor the impact of budget cuts and consider market trends before drawing conclusions.
Objection 2: You tried it once and didn’t see the value
Some advertisers may have tried video ads in the past and concluded that they were ineffective based on campaign-level metrics alone. However, evaluating the value of video ads requires looking beyond these metrics.
Choosing the right campaign goals is essential. Google Ads offers different campaign subtype options, such as “Efficient reach” and “Drive conversions.” Efficient reach focuses on targeting new people and can be a low-cost, high-impact way to engage with them. It often leads to brand lift and increased traffic.
When selecting “Drive conversions” as a goal, it is important to consider what actions you want your audience to take. Evaluating the success or failure of video campaigns should go beyond revenue generation and include how they support other marketing campaigns, such as branded efforts. Video campaigns have an impact across all marketing channels, and recognizing this can provide a more accurate picture of their value.
Objection 3: You’re not sure how to get started
Many advertisers have in-house creative teams that can produce assets for video ads. However, they may struggle with putting these assets together into compelling video ads. The key is to create a good storyline that captures viewers’ attention and aligns with the ad’s goal.
Storyline templates can be helpful in this process, and there are many available online. Companies like Storykit offer various templates for different ad goals, such as establishing thought leadership or solving specific problems. YouTube itself provides resources like the “ABCDs of Creating Effective Video Ads” that offer advice on attention-grabbing, branding, building connections, and providing direction.
If you don’t have an in-house creative team, you can create a video ad within your Google Ads account using the platform’s video creation tools. While these ads may be simple, they can still be effective in a pinch.
In conclusion, including video ads in your marketing portfolio is crucial in today’s digital landscape. With the resources available to marketers, there is no good reason not to utilize YouTube video ads. By overcoming objections related to budget, perceived value, and getting started, advertisers can tap into the power of video advertising and stay ahead of the competition. Don’t delay any further – the importance of video advertising is only going to grow, so the sooner you get onboard, the better.
