In this article, we share our agency’s guidelines on how to script, structure, and format YouTube ad videos for optimal performance. We call this guide “The YouTube Ad Video Checklist.”
These particular guidelines are designed for digital coaches who promote webinars or workshops, in which they sell info products, such as courses, programs, masterminds, etc.
Coaches, trainers, consultants, gurus, and marketers from various niches use the guidelines we share in this guide to generate thousands of targeted conversions (leads and sales) and millions of dollars in revenue every month.
Although we created this guide specifically for people who sell info products, you can learn our guidelines conceptually and implement them as they relate to your specific industry and niche.
Enjoy our ad creation tips, and use them to attract hyper-targeted traffic and leads into your epic sales and marketing funnels!
Vavoza’s YouTube Ad Video Checklist
In this section, we provide you with the exact same guidelines we share with our agency’s clients when launching their YouTube and Display Network video ad campaigns.
As a practical example, let’s say you are promoting a free webinar or masterclass on “How to make money with affiliate marketing.” Use this hypothetical scenario to study and understand our guidelines conceptually.
Here are our agency’s ad video scripting, production, and formatting guidelines:
- Start with three ad videos. It’s best to launch and run 3-5 videos per ad group (or per ad if you’re using PMAX or Demand Gen campaigns) at a time, as running too few or too many videos at once will make your campaigns less efficient.
- Each video should be under 3 minutes long. Shorter YouTube ads tend to perform better in terms of reach and efficiency. From our experience, the sweet spot for video duration is between 60 and 120 seconds.
- With video ads that are meant to drive conversions using the “Target CPA” or “Maximize Conversions” bidding strategies, viewers can skip your ad after five seconds of viewing. So, do not waste any time in the first 5 seconds of the video. Skip the intros and special effects – speak to the viewer as soon as the video starts.
- Each video should start with a strong hook, such as a niche-specific and problem-centric statement or question clearly identifying your target market within the first 5 seconds of the video.
In our example, we’re targeting people who are interested in making money in affiliate marketing, so you would mention something about affiliate marketing within the first 5 seconds of each video. - If applicable, avoid making bold income claims or promises in your videos. For instance, promoting “make money online with affiliate marketing” opportunities can violate Google Ads’ policy. If your videos are too hypey, your ads will be disapproved, and repeated violations can result in the suspension of your Google Ads account.
Also, hype doesn’t equal good performance. While hypey videos can produce a higher click-through rate and conversion rate, they tend to attract a lower-quality audience. - The content should not be the same in every video; switch up the message and your environment in each video. Use different backgrounds, change your outfit, and ensure that each video looks unique and different from the others.
- Ensure that your sound quality is good. Your video should be loud and crisp but not so loud that it gets distorted. Also, make sure your camera quality is good. Format the videos in landscape mode and make sure the resolution is at least 1080p / HD.
Pro Tip: You don’t need to use a professional microphone or camera – most modern cell phones allow you to record high-quality videos. However, ensure that your video and sound quality are good and “feel professional.” Use a tool like CapCut to effortlessly enhance your videos’ sound quality. - Add inspirational, emotional, or upbeat background music to each video, but make sure the soundtracks do not overpower your voice. Use a different and appropriate soundtrack for each video – if you talk about an emotional subject in the video, use a soundtrack that evokes emotion; if you want to hype up the viewer, use an upbeat track.
- Your dress code in each video should match the clothes you wear in your webinar presentation. There must be visual congruence in your ads, presentation, and entire marketing funnel. If you present your webinar in formal clothes, dress formally in your ad videos. If you dress casually in your presentations, dress accordingly in your ad videos.
- Look directly into the camera (most of the time). Connect with your audience and make it personal, especially if you will be the one presenting and coaching your audience in the webinar and in the course or program you sell in the webinar.
- Put the viewer’s mind at ease. Avoid clutter in your ad videos, such as too much on-screen text and a messy environment, which can induce stress in your viewer’s mind. You can add callout statements on the screen occasionally, but keep them short and easy to read (don’t use fancy text fonts).
- Google Ads has a powerful and effective feature in campaign settings called “Video enhancements,” which automatically resizes your videos for different placements. For this reason, we do not recommend adding any subtitles to your ad videos (unless you keep them centered so that they fit on the screen in portrait mode).
- Include 2 to 3 call-to-actions (CTAs) throughout each ad video. Your CTA can be, “Click the link around this video and register for my upcoming webinar,” “Access my free training now,” “Click on Learn More and sign up today,” etc. – tell the viewer exactly what to do next.
- End each video with a call to action. Your final CTA can be verbal and/or written. For instance, you can put your call to action in white text in the middle of a black screen. Avoid using arrows and other techniques to encourage ad clicks, as this can get your ads disapproved for a policy violation.
How To Create Compelling Ad Video Scripts
Step 1: Hook your audience by stating a problem they have experienced (or may experience) in their niche. For example: “Do you ever wonder how all these affiliate marketing gurus effortlessly generate massive commissions daily while most affiliates struggle to make any money online?”
Step 2: Double down on trigger statements that make your audience feel the pain caused by their problem. For example: “I know exactly what it feels like to spend all my money buying course after course, program after program. Joining all the newest and hottest opportunities. Getting into debt and wasting all my money on traffic and clicks. Constantly hoping to achieve success only to fail over and over, and over, and over again. Nobody should have to experience that!“
Step 3: Provide free value, such as helpful tips or eye-opening ideas, to “alleviate” some of your viewers’ pain, so to speak. Doing so allows you to connect and build trust and rapport with your audience. This also allows you to show your expertise, which boosts your credibility.
Step 4: Finish with a strong call to action – invite the viewer to discover the ultimate solution to their big and painful problem that you have just deliberately and eloquently emphasized in your ad video. Tell the viewer exactly what to do next to get the solution to their problem (and to achieve their desired outcome).
- For example: “Click the link and register for my upcoming masterclass to discover the new way of doing affiliate marketing. I’ll hook you up with a proven system that actually works so that you can finally start getting the results you want and deserve and live your best life. Click the link and register now.”
Closing Remarks
If you are considering running YouTube ads, study our YouTube Ad Video Checklist and use it every time you produce new ads to promote your info products!
It’s important to note that although our guidelines are based on extensive marketing knowledge and first-hand advertising experience, you do not need to follow every single guideline to the T.
We encourage you to test and experiment with various ad video styles and structures.
Remember: the primary objective of your ad videos is to attract a targeted audience, aka generate targeted traffic to your landing page, where you then convert cold traffic into hot leads and, eventually, buyers.
