How to Create YouTube Ads for My eCommerce (2)
Miguel Nicolás
19/11/2024
-
Do you know how to create YouTube ads for your eCommerce? We are going to tell you the basics to level up.
-
-
We are used to thinking of advertising as something sophisticated and extremely expensive, involving large agencies, production companies, editors, Hollywood-level shoots, media plans... but the digital revolution has also democratized ads, encouraging creativity and expanding campaign reach.That said, just because anyone can pick up a phone and make a video for social media does not mean everyone can make an ad.As we have already covered the technical part of YouTube ads, this time we are going to focus on some best practices and tips, depending on the goal you want to achieve.Pay attention; it is interesting.
-
Creating YouTube Ads Based on the ABCD Framework
-
There are many frameworks, different methodologies that lead us to the same result. But we will focus on ABCD, the one Google itself recommends through its YouTube for Business team.As you might guess, the name comes from initials:
- Attract: Start by capturing the customer’s attention with an attractive proposition, something that can generate and sustain interest.
- Branding: The brand always needs to be present in the most effective and visible way possible. Otherwise, the ad becomes simple content.
- Connect: The combination of video and social media calls for something very clear: storytelling and emotional connection with the audience.
- Direct: This term might not be the best illustration of what it means, as it is more about a call-to-action—asking the user to do something specific (buy, book, sign up…).
By definition, all good YouTube ads should follow this framework. Let’s go into detail. -
#1 - Attract
-
Attention is, in this day and age, the hardest thing to achieve, especially to keep. The viewer is exposed to numerous different stimuli, so you have to give them something that captivates them as quickly as possible, making them stop seeing your video as an unwanted interruption.Remember that you do not have all the time you wish to tell your story, and many YouTube ads formats are skippable. So apply a bit of TikTok ad logic and add a good hook within the first 5 seconds.Look at this example from Geico, the American insurance company. Tell me if it did not grab your attention before you even realized it.
-
-
It creates surprise by breaking context; you need to know what is happening there.YouTube ads require a fast-paced narrative, both in story and visuals. Do not hesitate to use resources like sound effects, voice-overs. As an example, check out this one from Nintendo. It is not as short, but it keeps you stuck to the video till the end thanks to that overstimulation.
-
-
#2 - Branding
-
The brand always needs to be present; you could have the most inspiring ad in the world, but if no one remembers which brand is behind it, you have a big problem.The most important thing is to ensure that the brand and your products are represented in an organic way from the start. It is not always easy, but it can be done without it seeming forced.Here is an example from the Portuguese energy company Goldenergy. Although it is in their language, the intention and interaction with the viewer are clear.
-
-
The brand name is repeated many times without feeling repetitive, even turning the brand name’s pronunciation challenge into a wink to the viewer.
-
#3 – Connect
-
If you can establish a connection with the viewer of your video, you are already halfway there. Buying is not immune to emotions or empathy; in fact, appealing to feelings makes purchasing a less rational and therefore more impulsive act.There are many interesting examples. Here is the latest Christmas ad from Amazon. As you can see, it actually breaks many of the rules mentioned, but it still works because it is emotional enough.
-
-
Another example: Lego directly connects with the nostalgia many adults feel, while focusing on a more mature audience who already enjoys their products. It highlights how their products are not just a pastime but also an ideal way to relax, disconnect, and enjoy moments of creativity. Very aspirational.
-
-
#4 – Direct
-
Inspiration is great, but you always need to maintain a commercial approach and include the conversion element. Do you want them to buy? Then say so, and be clear about what you want from the viewer.Let’s finish with an example from a pet eCommerce. Take a good look at the video below.
-
-
Simple, yet very direct. This post has it all: it starts by generating attraction with an irresistible main character (an adorable cat), introduces branding from the first second, and clearly shows how easy the purchase process is.It also presents the product as the perfect solution to a problem many are familiar with (let’s be honest, cats and Christmas trees are not the best combination). And as if that weren’t enough, it includes a promotion that clearly shows what you need to do.A great ABCD result.
-
Have you learned everything you need to know about making YouTube ads for your eCommerce? Any questions? Let us know!