How to Run Profitable Ads on Youtube

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Not all of us know how to use YouTube and produce ads in the correct way.

For a long time, YouTube didn’t allow us to add click-on banners that led people to our websites, so the knowledge for how to do proper ads is relatively new.

This means there’s an entire market to explore. One that is the 2nd biggest search engine in the world, and that will allow you to grow and scale your business.

In this video, Tom Breeze, Director of Viewability, the leading YouTube Ad Agency that has built thousands of successful campaigns for high profile clients, will talk about the psychology behind the decision to buy something, and how you can apply it to your YouTube ads.

Watch the video to learn more.

Transcription:

How do we make decisions?

I studied psychology as an undergraduate and did my postgraduate. I studied it for five years and got my masters. And so I’ve dedicated my adult life so far to understanding how people think, and also dedicated to how we use that to our advantage when it comes to creating video ads in an ethical way, of course.

Now, what I want to do is focus on creating better video ads. And this, what you’re about to learn here goes deep into the psychology of a customer. And if you run this sort of video creation, it’ll work for YouTube, but it’ll work for any other platform you’re working on as well. So it’s been very valuable, even if you’re never going to touch YouTube.

Alright, so let’s talk about this kind of store shop and the mindset that what’s happening in someone’s brain as they’re making decisions, because how do we make decisions? I studied psychology as an undergraduate and postgraduate. I studied for five years and got my masters. 

And so I’ve dedicated my adult life so far, as opposed to understanding how people think, and also dedicated to how do we use that to our advantage when it comes to creating video ads? In an ethical way, of course, so how do we do this?

How do we make decisions as human beings? Well, we tend to go through three stages of decision making.

First of all, you have this unconscious part of your brain, the right hand part of your brain, that is, that is kind of very aware of everything that makes up who you are: your memories, your beliefs, your identity, your experiences, kind of your emotions, which the big one, it’s everything within you. 

And it’s the right hand part of your brain that looks at patterns, and is not looking for individual very specific details, but more a case of understanding the Gestalt, the bigger picture, so to speak, it kind of picks up on that very, very quickly, we’ve got to make sure, first of all, that we get the unconscious mind wanting what it is we’ve got, then what we do is we build the conscious brain, we make sure we get the kind of conscious brain very happy.

That’s the part that’s very logical and methodical. And then we go, we do our call to action. In the video, we actually always call it a call to action, but I’ll talk about that in a second.

So three stages, and three acts for your video campaigns.

Okay, three acts for any video that you create from here on in, right.

So how do we do this? Well, we’re actually not going to focus on a call to action, we like to call it a call to being so you’ll see it’s called C to B and explain what that means shortly.

But the first thing we want to do is find out that decision driving desire.

Now, this is that deep rooted emotion. And these are all deep rooted emotions that people have that drives behavior. So when you see an advert on TV for a four by four vehicle, and it’s going up the mountains, or it’s going off piste, and it’s going off roading to a secluded beach or someone’s getting out and climbing that mountain.

What it’s really selling to you is adventure, saying, if you buy this car, you will experience adventure in your life. And that unconscious part of our brain wants that immediately.

We want more adventure and allies. We want to be seen as being more adventurous. And so it appeals to us very quickly. We don’t know why – it doesn’t make logical sense. But we just want the car. We want it because we like it because it will make me feel adventurous.

So when you come to your products, is your business what it is? Is it this deep down within your customers that makes them really want it? What are you promising to them at the emotional level, you’ve got to get that sorted out from the very beginning?

Because then you can start creating a concept. So we did this with a client of ours who teaches piano. And we’re saying to you, “What do your customers really want?” And we came to the conclusion that her customers really want to feel like that state of flow where they have complete creative freedom.

They sit down at the piano and play and lose themselves and just enjoy it so much. I said, “Okay, well, if you’re just falling asleep tonight, and you had a dream about that, where would you be?” And she said, “I’ll be at the bottom of this mountain playing this piano and it’ll be just, I just spent all day there every day”. And that’s exactly what we did. We managed to take this piano there. 

The video shows this scene where if you’re interested in piano playing, you see this new thing. I want to be there, I want to do that, I want to feel that emotion, I want to be in complete creative freedom. That’s what we’re promoting at the very start of the video.

So you can see that the concept is driven from that unconscious desire, that emotion that’s so powerful.

Now, when we’ve done that, then we need to move on to the second part which is the conscious part of your brain, the logic, the values, the justification for your unconscious mind making this decision. It needs to make sense.

So this part of you you want to build our assets and things like your backstory, why do you exist once your products exist? Tell me all about the hero’s story, for example, your points of view on the world and build up your credibility. And then also show them a demonstration of how your product works.

So just to give you a bit of an example, in one of our customers who sells training around playing golf, we show her a three stage process: three steps to really improve your golf. So first of all, you do 10 hooks, then you get your balance right. 

And then third of all, you kind of start working on muscle memory. And they did a study and it works really, really well. And they had a huge amount of golfers get amazing results. And so we show them 213 out of 215 golfers got this result, and we’re showing that credibility piece there as well.

So we’re trying to show people like this, there’s proof here, there’s a lot of conscious mind ticking, so to speak to be like, you can trust this, this works. Your conscious brain can be happy at this point, you really want it because you want to play better golf and beat your friends. That’s what the unconscious wants. But consciously, they want to see if this can work.

This is methodical, this has been proven out time and time before calling them poke, both parts of their brain are happy at that point, which then moves us this third act. And it’s all about a quarter being we’re not doing a call to action saying you can become someone new, and that person is your identity. 

And who is that new identity? And we put tension on that identity to create people that tension to go and act to go and do something to actually take the decision to take the next step with you as a brand. So we build tension here.

Now this is an example here of someone who teaches guitar. And when we did their video creation together, and we’ve done a lot of them, we’re setting up what we call set up two identities. So if you watch this video, you’re going to see it come to life.

It’s the person who just dabbles in Guitar don’t go all in on something exciting that has long stretches of time without actually playing every time they start up again, they go back to the beginning, never building on top of previous success. 

On the bottom is a person who quickly becomes a real guitar player because they commit to playing consistently above all else. Please people go on to be real guitar players who can learn new songs fast, play through their spouse, jam around the campfire or play in their church band.

Every single one of them started right where you’re sitting in front of the computer with your guitar in hand or nearby sitting on the cusp of a major decision. Will I be a dabbler? Or will I be a guitar player? Okay, so we’ve asked the viewer, are you going to be a dabbler? Or are you going to be a guitar player? I’m not sure if you’ve managed to hear that clearly.

But we’re setting up identities. And what we’re really saying is, who do you want to become?

Or who are you right now? Are you a dabbler or you’re a guitar player you get to decide. And unconsciously you’re saying well, who do I want to be? And consciously that makes sense. Like yeah, it’s been justified to be understood as two dogs, a guitar player which 1am I am my dabbler or my guitar player. And you get to make that choice as a viewer.

Now we settled those two identities. And so by the end of the video, we’re creating tension around it. So if you watch this part of the video, you’ll see how we do this. So we’re going to add the tension around these two types of identities. All that playing real music and having fun, I don’t want you to just dabble for the rest of your life, I want you to be a guitar player, click the link and watch the class. It’s absolutely free. And I guarantee it will change your guitar life.

Okay, so he’s saying, I don’t want you to be a dabbler for your whole life. So we’re kind of saying don’t be that person, be a guitar person instead. And this decision to go forwards with the brand is not based on should you go and get this program or not? Should you sign up to this webinar to become who you really want to become in here? Do I want to actually learn a guitar? Or do I want to give up on this and give up on the stream?

It’s really hard to say I want to give up on this.

So creating tension around who they want to become. And this is a really important decision, we made that clear to them earlier. So you’re sitting on a cusp of a really important decision, the stakes are really high here. What are you going to do? And that quarter being is so much more powerful than a call to action. Now we also add these saying Who do you Who are you going to be. But we also add here this countdown timer that you may have seen. And that improves your click through rates by 32%.

So everything we do, we always add a countdown timer, we’re just adding that natural scarcity to say time’s running out, go take action right now. So for this, to build that call to being you want to make sure the assets you have are lots of any reviews or testimonies you want to add in there. You can add in that at that point.

You want to tell people what they stand to gain and what they stand to lose. And also add that countdown timer at the very end. They know that time’s running out.

So those x two and x three feel like well, it’s just a case of pulling the assets together and being clever about this. But one can feel a bit more challenging to find those angles, those hooks. Well, here’s a great way of doing it. What you can do for x one, if you’re struggling to come up with a creative concept of creative ideas you might have like the vision A storyboard might be, but when you’re writing a copy, which always needs to come last, by the way, write your scripts at the end of this whole process.

But in order to kind of guide you along that process, look up the reviews you’ve had of your products, what do people say, the good reviews and the bad reviews, and normally can start to see what really people want, what’s their pains, what the problems, what their, what’s hurting them, and kind of read through them.

And if you don’t have many of your own products, look at your competitors’ products, see what their reviews are, go on Amazon, check out what people are saying. Because you can really dig down into what the viewer’s mindset is at that level. And look at what they kind of really want and look at what they’re really annoyed by or frustrated by or what their pains are at that point as well. And you start to use that for the actual copy itself.

And then you also want to add in some claims. So if you’ve got amazing testimonials, and you’ve got results of people having that as a case study from the very beginning, like share with the story of one of your customers of how they managed to achieve amazing results. So it becomes that quantifiable end result that other people are saying, I want that end result like that person’s had.

And they see themselves in that testimonial as well that whoever that person is, if that’s me, that’s I’m in exactly the same place as they were and look at the results they’re getting. I want that and I can see that if someone like that’s got it, I can do it too. You’re giving them that belief you’re putting that claim there for them that is that quantifiable end result.

And that as a video structure really helps you in any use insert that video once you’ve created it, and put it into your video campaigns. And you’ll find that you can continue to scale and grow and you optimize those campaigns, keep on growing more campaigns, adding more targeting, adding more fuel to the fire by adding more budget to the same on every single day. And you’ll find you’ll be able to continue growing and scaling your accounts past $30,000 a day which is the million dollar mark per month.

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