How to Get Thousands Of High-Quality Webinar Registrations with YouTube Ads | Case Study

In 2018, Video Power partnered up with Dr. Angela Lauria of The Author Incubator project. It was a dynamic and highly successful campaign that resulted in far-reaching performance improvements in Dr. Lauria’s webinar registrations.

In this case study, we will present all the details behind this case and the amazing results we have managed to achieve together.

Background

Dr. Angela Lauria is a published author who founded The Author Incubator to help professionals, life coaches and healers promote their business by writing and publishing their own books. With thousands of previously published videos on YouTube and numerous campaigns, the author was unhappy with the results of her advertising efforts.

Drive Webinar Registrations – The Author Incubator

Purpose

The purpose behind The Author Incubator’s video ad was to catch the attention of a cold audience and invite them to attend a webinar dedicated to book writing self-improvement skills. While the business has created and published several YouTube campaigns over time, their conversion performance was underwhelming for one reason or another. The Author Incubator realized that they needed assistance in driving their business’ and webinar’s intent home, making the initiative self-sustaining and worth their while as a result.

Video Ad Results

• Within 1 week we lowered the cost per lead by 75%. While generating new interest and converting leads for their webinar was a priority, making the process self-sustainable came as a natural extension of the video ad creation process. This was a beneficial outcome which made The Author Incubator’s webinar video ad more affordable and repeatable over time.
• Within 1 month we increased the number of leads by 380% and got them their first customers from YouTube ads below their desired cost per buyer. Given that YouTube is a globally-available platform with millions of viewers with interest in The Author Incubator’s service portfolio, interested leads started reaching out to the business with the interest of participation and collaboration in their webinar.
• These campaigns are driving thousands of webinar registrations every month. Featuring a though-out video ad on YouTube effectively makes the advertisement push a recurring element in a business’ marketing strategy. This is why The Author Incubator continues to enjoy success even long after the video ad was first published.
• These campaigns are consistently providing hundreds of high-quality applicants every month. With continued exposure and growing interest in their services, The Author Incubator managed to monetize on their initiative to create a professional video ad that inspired public interest and brand trust.

Why This Ad Works

Strong Intro:  The introductory segment of your video ad will speak volumes of your brand, intention, and personality as a business or a professional. As The Author Incubator illustrates, it speaks directly to the audience (people who want to write a book) as it is trying to engage them by relating to their desires. 

Very few potential leads will stick around and watch more than 30 seconds of a video without being hooked from the get-go. This makes the introduction of the purpose of your video and its main selling point in the intro essential for success.

Inspiring Elements

The voice during the problem/solution section inspires viewers to take action. Featuring representative, professionally-written monologue or dialogue coupled with a complementary soundtrack will do wonders for your lead generation. It’s important to put effort into the overall message, tone and call to action of your video as a whole to inspire confidence and trust with the viewer more quickly just like the team behind The Author Incubator did for their content. 

You can check out some of the best paper writing service reviews in order to find the best approach to your script writing and editing process before the camera rolls. Featuring your workgroups, satisfied customers or their testimonials on camera through the video ad itself will also lend credence to your claims, pushing the viewer closer to conversion.

Good Branding

The brand is consistently mentioned throughout the video, increasing branded searches by 205% in one month.  This builds the remarketing lists so you can show more videos to the viewer down the road. Depending on your own brand’s niche, following trending business news will also help shape your approach to branding for video ads and other purposes going forward. 

With that said your branding goes further than just your legal name, website or logo (which should all find their way into your video ad regardless). The cinematography, set design, clothing as well as the post-production effects implemented on the final version of your video ad will also be registered as part of your branding as seen in The Author Incubator video ad. This is what makes use of tools and templates such as Video Ad Framework important in the ad creation process pre-publishing by presenting a business’ value proposition in the best light.

Promoting your brand requires using multiple platforms and various strategies. YouTube is a powerful platform with over a billion users that can allow you to advertise your brand according to your needs. YouTube ads are the best way to do it, but you need to choose the best type for achieving your goals.

Choosing the best type of YouTube ads is important and crucial for the success of your YouTube advertising efforts. If you’re not sure how to handle it, just keep reading. 

Here’s what you need to know about choosing the right YouTube ads for your needs.

1. Define Your Target Audience

Just as with any other form of marketing strategy, the first step is always the same. Defining your target audience is a must.

You need to know who you’re advertising for.

Crete your audience members’ profile in terms of:

• age
• sex
• education
• interests
• online behavior
• location

Make sure you know who they are and what they like. Only then will you be able to reach them ad get them to engage.

2. Research Your Competition

You can learn a lot by observing what others on the market are doing and how good they’re handling their advertising.

It’s best that you do a bit of research on your biggest competitors and see what they’re doing.

Try looking into their:

• target audience
• marketing efforts
• outreach and performance

Draw some conclusions based on what they’re doing and use it to create a better YouTube ads strategy yourself. This will help you stand out and make something unique. 

                          source: YouTube

3. Use Other Ads for Inspiration

There’s nothing wrong with analyzing other ads and taking little pieces to create your strategy.

Make sure that you’re modeling ads which are:

• engaging
• properly structured
• memorable
• successful

In addition, you can download and use this proven YouTube Ad Formula, and make use of it.

Gather all the information you can and create a video based on what works in practice.

4. Use Social Media

Luckily for you, other popular social media platforms and channels are another great source of information you can use for your benefits.

By analyzing your target audience’s behavior on other social media channels or platforms, you can learn about:

•  their favorite topics
• influencers they follow
• YouTube channels they’re subscribed to

This will help you learn more about them and make decisions about YouTube ads for your case.

5. Choose Your Type

Now it’s time to make the right choice based on all of the above steps.

Now that you know your audience and you’ve learned how to make a great YouTube ad video, you need to choose which type will work best for you.

Here are the best types of YouTube ads you could use:

• Bumper ads

They’re up to 6 seconds long and the viewers can’t skip them. They’re great for getting brand awareness and impressions.

• In-display Ads
  These videos appear in the form of a thumbnail image and promotional text. Your target audience will see them in search results, related videos, watch pages, etc.

In-stream ads
These ads might be the best ads, benefiting both the viewers and the advertisers. it allows the viewers to skip if they’re not interested and the advertiser is only charged when somebody watches longer than 30 seconds.  Viewers get a better experience by skipping the ads and the advertiser only has to pay when people choose to watch the video.

                                      source: YouTube

Choosing one of these types of ads will ensure you get to your target audience the right way. 

Also, don’t forget to use a reliable writing service if you need help putting together or proofreading the written part of the ad. 

6. YouTube Ad Creation

Finally, you need to think about the steps necessary for creating the ad you want to show your target audience.

The best way to do it is to follow findings and proven methods to ensure you’re making all the right moves and taking all the right steps.

Here’s what you need to think about:

• Make the beginning of the ad engaging and inviting
• Optimize for mobile 
• Design a corresponding thumbnail
• Keep it clear and simple
• Use storytelling
• Keep it engaging
• Test it out (show it to your family, friends, business partners, etc. to get some objective insights)

Use everything you’ve got to ensure your ad is unique and engaging. Create an ad that will convert and get you the results you desire.

Final Thoughts

Your YouTube ads strategy needs to be on point. It requires some serious planning, investigating and gathering a ton of useful information. However, once you create the ad your target audience will respond to, you’ll see it’s worth the effort.

Use the guidelines and steps above to make the perfect, effective YouTube ad you need. Start changing your YouTube ads strategy for the better today.

Are you one of those people that’s always saying “I hate YouTube ads!”? We understand that not many people necessarily enjoy ads, but of all the ads out there, YouTube ads really aren’t the worst. So before you leave this page to try and find out how to block YouTube ads, take a second and consider a few reasons why you shouldn’t hate YouTube Ads.

1. You Can Skip Ads On YouTube

Is your life really so incredibly jam-packed that waiting 5 whole seconds before the skip button comes up is a significant inconvenience for you? If it is, then why are you wasting your time entertaining yourself with YouTube videos anyway? Think how excited we would be if they introduced a skip button on TV or Radio Ads. We really should be thanking Google for that one.

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Want to use YouTube to start making money? Use this guide to turn YouTube into a source of income.

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2. YouTube Ads Are More Relevant

Thanks to the modern miracle of the interwebs, advertisers are able to target very specific audiences with their ads. Don’t be one of those paranoid people who think that with “all of our information” advertisers are going to be able to stalk you and find out all the dirt on your past relationships or something. With that information advertisers are able to say “I want to show my ad to women in Washington who are between the ages of 18-35 and have watched videos about running”. That way, viewers don’t have to watch ads that are irrelevant to them. For example, that same audience of women in Washington probably wouldn’t see an ad for the new Call Of Duty game that they could care less about, but a male between the ages of 18-24 probably would.

3. YouTube Ads Force Advertisers To Get More Creative

Ads on YouTube are very different than TV advertisements. TV advertisers rely the fact that you’re already so absorbed in that episode of Game of Thrones or The Bachelor, that your eyes are too glazed over to blink and you’re too comfortable in that personalized butt imprint on your couch that you won’t leave the room. You’re not going anywhere. Ads on YouTube are different. Advertisers have 5 seconds to catch our attention or we’re already getting started on that new “fails compilation” video. Because of that, we have started to see more videos like this:

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4. YouTube Might Not Even Be Around Without Ads

GOOGLE SERVER FARM

These days a lot of people have just come to expect certain things for free. You can watch TV episodes online, you could stay entertained forever playing free online games, Google provides a bunch of software and services that other companies would charge good money for. But here’s a business secret for you: businesses don’t last long if they aren’t making money. What other choice does YouTube have but to allow people to pay for ad space? I guess the alternative is that you could pay a monthly subscription (don’t act like you’ve even considered YouTube Red). Have you ever seen one of Google’s server farms? They don’t look cheap.

5. YOU Can Make Money Off Of Them

Everyone knows that TV stations make their money off of advertisers. But the cool thing about YouTube is that you can pretty much be your own TV station. Google has leveled the playing field so that it’s no longer only the big networks who can make money. All it takes is a video camera, some creativity, and a little dedication and then you can be the one getting checks from Google.

Don’t know where to start? We made a course here at Video Power Marketing that teaches you all about making money on YouTube called “How To Make Money On YouTube”. We know it works because we’ve done it and we also have customers who have started to make real money using what they’ve learned in this course. Don’t miss out on this opportunity, because it won’t be like this for long.

Next time you Google “How to block YouTube ads” or complain that you have to wait a whole 5 seconds to skip an ad on YouTube, think instead about how lucky you are that you aren’t watching some super irrelevant ad that’s 90 seconds long on TV that you can’t even skip. Take advantage of YouTube and start getting paid yourself.