Imagine this scenario…
You spent hours watching a course or Youtube videos on how to setup a Youtube ad campaign. Then you spent hours creating the perfect Youtube video.
You press publish…
Money begins to spend and it seems that parts going well…
Except you’re just not getting any clicks. You feel defeated. You knew this was too good to be true. Why does everyone else seem to be able to do this but you can’t?
I’m going to show you how to easily fix this problem and WHY it happens. You’ll understand WHY Youtube ads are different from other ads and HOW to guarantee you get more clicks.
What Makes Youtube Ads So Hard To Get Clicks On?
Unlike Facebook ads or banner ads or even TikTok ads, Youtube ads can be shown on screens where it’s not obvious where or how to click.
For example, I watch a lot of my Youtube on my ROKU TV. You can’t click a TV screen.
Others watch Youtube on their XBOX, others on their Laptops in full screen mode.
The point is, Youtube ads show up in many different ways. Not all of which are easy or even possible to click. So then how can we guarantee our viewers clearly know how to see our offers - not just our ads?
There are 4 things you can do to ensure your viewers know where to click.
That alone will boost your CTR, but at the end of this article I’m going to give you a super tip that boosts CTR more than all 4 of these ideas.
If you’re smart, you’ll do all of them.
Tip #1: Links In the Description
YouTubers, not just the filmers of the videos, but the watchers also - they all know that links are in the description. Over the years thousands of Youtube creators have trained the 100’s of millions of Youtube viewers that links are in the description.
This is how the average Youtube creator gets clicks on their own links organically.
It’s the default place where links are understood and expected to be found.
Before you do any kind of trickery or creative solutions, make sure you put any links you want them to click in the description. Bonus points if it’s in the first sentence so they don’t have to dig around for the link.
If you REALLY want to do it right, make sure your link has UTM codes so you can track it with your Google Analytics account. If you need a UTM code generator we have a free one at tools.AdSkills.com.
Tip #2: Use a Bottom 3rd Overlay
Have you ever watched a news interview and they flash the persons name at the bottom of the screen. Or been watching the news and they are flashing the TV station logos on the bottom of the screen.
This is called a bottom 3rd overlay.
It is a widely used best practice for all video content delivery. It’s what the live streamers do, it’s what the vloggers do, it’s what TV stations do, and lucky for you it’s very easy to do.
Most video programs have a feature to add shapes and text overlays. If they don’t, no worries, Youtube lets you create overlays in their own basic editor when uploading your video.
All you do is drag a black rectangle across the bottom 3rd to 5th of your video. That’s about half an inch to quarter of an inch wide on the bottom of your video. I like to use black with white text, but if you want to use prettier colors go right ahead.
Just make sure the text is EASILY readable.
I don’t mean if you squint and turn your head sideways it’s kind of readable. I mean it’s readable from across the room by people who may not be wearing their glasses.
Lastly, this will not be clickable, so make sure whatever “link” they have to click is easy to type and easy to memorize. For example mywebsite.com/join or mywebsite.com/free-book etc. Make it easy, make it memorable.
Bonus points if you use a redirect link which has your UTM codes as the destination link. This will make it a short memorable link, but still able to track it back in your Google Analytics account.
Tip #3: Tell Your Viewers How To Click & Why
There is a reason EVERY Youtube creator ASKS you to “like, comment, and subscribe.” Obviously, you know you can do these things, and obviously you know they want you to do these things, but sometimes you forget.
But when the person on screen speaks up and asks you to do these things you are much more likely to do them. We are all busy people with brains that are stressed out, tired, and distracted. If you want any to pay attention you have to say “Listen up, here’s how you get the widget3000.”
Speak up, tell them exactly what you want them to do. Tell them how to do it. Be specific. Then also make sure to tell them WHY you want them to do this. Tell them the benefit THEY get out of doing it.
For example, Youtube creators don’t say “Subscribe so I become more popular.” Instead they say “Don’t forget to subscribe so you get more videos like this in your feed.”
Bonus points if you tell them at least 3 times in your video and combine this tip with the first two tips. These tips aren’t pick and choose, you should do all of them if you want the most clicks.
Tip #4: Use a QR Code or SMS Code At The End of Your Video
If you haven’t read my article on why QR codes are here to stay, check it out here.
Before you laugh at QR codes, read this next line…
Over 20 million people visited Coinbase’s landing page in a single minute after its floating QR code captivated every Super Bowl viewer on Super Bowl Sunday.
SMS and QR codes are rapidly replacing “click this link” in a world where so many different devices and uses exist.
They are the perfect call to action in a world where everyone has a smartphone in their pockets.
We can’t click a link on a TV, but we can sure scan a QR code from the couch. We can also send a quick text message to get more details.
In fact we are probably already sending a text message while seated there.
Bonus points if the SMS or QR code subscribes them to an email list so you can follow up with this user.
SUPER BOOST: Add a 30 Second Countdown Clock
Some people have figured out you can extend the black screen ending of your videos to give users more time to click.
That actually works too.
But it’s a really janky low class way of doing things. It’s boring, and vague.
Instead buy a cheap stock video of a countdown clock. Have it counting down 30 seconds. Then add text overlay to click before the video goes away.
This will add visual stimulation and urgency that is far stronger and better than just an extended black screen.
Take the test…
Add all 5 of these tips to your next YouTube ad. Tell me if it doesn’t increase your CTR by at least 30% if not double.
See you next week.
Founder of AdSkills.com
P.S. Recently, I got together with two of my expert friends, Ed Dale a copywriting legend and Tom Breeze one of the worlds leading Youtube ad creators. We spent four hours breaking down the scripts, editing choices, and ad strategies behind 25 of the highest performing YouTube ads. You can watch that series here > Decoded: The Top 25 Youtube Ads Revealed