Business owner? Agency owner? Marketer? It doesn’t matter.
If you’re in the products and services industry, you’ve probably thought about running ads.
You’ve probably considered Facebook as your main platform.
Perhaps even TikTok.
But, truth is… You might have forgotten about YouTube… The undisputed king of video marketing.
And sure — TikTok’s moving fast…
But YouTube is worth considering, at the very least.
Yet, you might find that YouTube is a whole different beast than Facebook or Instagram…
Mainly because, well, to run YouTube Ads, you need a script.
But not just a plain script…
You need a high-converting script.
Now, the natural question that follows is…
“How the *bleep* do I do that?”
Or… “How to create a high-converting YouTube Ads Script if I’ve never written one before?”
And for that, I’m here to help, pal.
So buckle up, get comfy, and bring out your notepad…
Because I’m about to reveal the exact framework I use to create scripts that read like poetry and sell like Ogilvy.
Shall we begin?
Why YouTube Ads?
Before we dive deep into scriptwriting for YouTube Ads…
We need to establish the blue ocean that YouTube Ads are as a whole.
See, [insert your pretty name], YouTube Ads are, in short, a way to advertise your services on YouTube or Google search results — allowing you to maximize your brand exposure and find high-quality leads with higher intent levels.
So, what do I mean by this “high-intent” thing?
I mean that there’s a core difference between Facebook Ads and YouTube Ads, besides that one is clearly video-based and the other is not (entirely).
And that difference is that Facebook Ads are configured to run to, initially, colder audiences.
And, of course, YouTube Ads are more targeted toward people actively looking for a particular term.
But don’t just take my word for it.
Here’s what YouTube has to say about the benefits of running YouTube Ads:
On YouTube, people can discover videos in various ways (for example, by searching on the YouTube search page, clicking suggested videos on the watch page, or choosing a video from the homepage feed).
Benefits of YouTube ads:
- Connect with your audience: Ads that play on or run next to YouTube videos can help you connect with potential customers in a unique and memorable way. You can be personal, share your expertise with the world, or put the camera on yourself and explain how your product or service can benefit your audience.
- Reach the right audience: Reach your customers on YouTube by topics, keywords, or demographics, like “women under 35.”
- Create a campaign in only a few minutes: Create your Google Ads account, set up a campaign, and reach your audience.
- Measure your success: Find out if you’re reaching the right audience. Check your Google Ads account to track views, costs, and budget details. Visit the “Analytics” tab in your YouTube account to learn more about your viewers. For example, you can see which videos your customers are watching and for how long.
Hence, if you’re not running YouTube Ads…
Consider it. Your audience might be there.
Because, recent studies have shown that YouTube is the world’s second most popular search engine… Just behind Google, which owns YouTube…
Just like Mushroom Networks says:
“YouTube processes more than 3 billion searches a month. 100 hours of video are uploaded every minute. It’s bigger than Bing, Yahoo!, Ask and AOL combined. This generates massive amounts of data at the last mile that SD-WAN technology can tame.”
Pretty sweet, right?
Now, let’s talk scripts.
How To Create A High-Converting YouTube Ads Scripts:
Now that we’ve established the importance of YouTube Ads as your next Ad platform…
You need to understand how to craft a script that converts.
So let’s begin with the basics:
A great YouTube Ads Script is comprised of three core elements:
- A Hook
- A Body
- A CTA
So, what’s that?
Let’s begin by unpacking the Hook.
“Can’t write a hook to save your life? Here’s what to do…”
See? That’s a hook.
A hook, according to Alex Cattoni, is…
“In copywriting and marketing terms, a hook is a concept or an idea that gets people interested in what you have to say… and what you have to offer.”
AKA — this is the beginning statement that ‘hooks’ your viewer to keep watching the YouTube Ad you’ve put so much effort into.
Pretty straightforward… But here’s where things get shaky:
Not every structure works for every offer.
Hence… Not every style of hook will go along with your audience’s awareness level — which is how they see themselves reflected in, when it comes to recognizing a pain, a problem, a desire, or a need.
If your ideal potential buyer isn’t aware that they have a lead generation problem… Why would you begin with a problem as a ‘hook’?
Or, in the same line of thinking, if your ideal potential buyer hasn’t recognized their problem as an ACTUAL problem… Why would you assume that they have?
I know, I know. It’s shaky.
But here — hold onto me.
Hope is not lost.
Because that’s where your research skills will come in guns blazin’.
To determine what to say to keep your viewer HOOKED, you must understand where they are. What they see. What they say. And most importantly…
What they think.
For that, looking into blogs… Competitor ads… And even reviews will help you get a clearer understanding of their awareness stage.
Now let’s go to the body section…
Where transitions become paramount.
See, your YouTube Ad Script’s body is the part where you lay out the entire sales argument that will drive your viewer to the final stage, which is your CTA.
Therefore, to keep your audience hooked into your story…
You have to make sure your transitions are fast, and serve for a purpose.
Because… Let’s face it…
If what you’re saying gets lost in the middle, there’s no chance in hell anyone will bear with you for the entire ad.
Why is that?
Because, for starters, people don’t actually want to see your ad.
So to keep someone interested for long enough…
You must stick to brevity, and make sure to go smoothly toward the end of the video.
So, what to add here, just in general?
- An introduction: Let ‘em know who you are, and why they should listen to you.
- Build a chain of belief: Meaning, make sure you begin your sales argument with a relatable fact they can recognize as universal truth… To then slowly build up a believable chain or ideas that lead to the main point.
- Build trust: Include proven facts around your offer, so you can decrease the mental costs that keep your viewer from becoming an actionable individual.
Of course, this will vary depending on your offer…
But this is the overall structure that fits most offers. Just most.
And here comes the CTA.
Now that you’ve built a chain of belief…
Transitioned from your authority to your offer…
Brought in the script some testimonials and cost decreasers…
It’s time to tell people what to do next.
AKA — including a CTA at the very end of your script.
CTA stands for Call To Action, which you probably already know.
But how to create one?
Tell them EXACTLY what to do… And make it seem like it was their idea.
“See that button below? It’ll take you to our landing page. Click or tap on that button, then fill out the form with your email, and you’ll get immediate access to our free super training on making 3 million dollars selling gum.”
That’s a great way to put it.
But, in essence, you want to provide clear, actionable steps for your audience to take…
In a way that feels conversational.
Now, talking about CTAs…
Need some help with your YouTube Ads?
You’ve come to the right place.
Because at Hemon Media, we not only take care of your ads 100% Done-For-You…
We also take care of your scripts, so you don’t have to go at it alone.
Taking them and many other businesses to ad-paradise.
But hey… If, and only if, you’re not ready for that just yet…
Reach out to firstname.lastname@example.org with any questions, and we’ll do our best to help and suggest possible solutions.
But hey… This got too long. And I’ve got some ads to tackle.
So thank you for reading, and see you next time!