You Will Learn

• The deadly mistake 99% of brands make with

their YouTube ads
• The formulas for structuring your ads for
success
• Examples of hooks that have scaled to 10M+
views
• Why length matters for scalability on YouTube
• 3 tips for better YouTube performance
(and measurement)
JACQUES BY THE NUMBERS

#1 Top Performing Ad of 2020

(Youtube Leaderboard)

Two -Time Emmy Award Winner

Twelve years as CEO of Raindrop
38 International Film Awards (Director)
100+ Incredible Team Members at Raindrop
$750,000,000 in Sales
Clients Include
Why are YouTube ads fantastic
for top of funnel advertising?
 SEARCH

YouTube is the #2 search

engine in the world!
#2
ENGINE
YOU CAN TARGET BASED ON

topic, interests,
audience or previous
Google searches.
(Intent Based Targeting)
• Sound is likely to be on
• Audience is engaged
by excellent video
• Already on device to
visit website!
 1 Focus more on what they want to say,
rather than what people will actually
Three hear

Biggest
Mistakes 2 Forget the context in which their ad will
be viewed within the ecosystem of

Brands content

Make?
3 They use the wrong storytelling
formula for online ads
 1
Your Biggest
Competitor?
The Reticular Activating System (RAS) is a
bundle of nerves at our brainstem that
filters out unnecessary information so the
important stuff gets through.
 2
WHY DO PEOPLE LOVE WATCHING…

• Makeup Tutorials • Prank shows

• Product Reviews
• Reality Television • Animals
 Traditional Story Arc
3
Climax/Big reveal
Traditional
Storyline
• Assumes attention Build Offer

• Assumes response

Lead in Branding

(Source: YouTube Performance Players Day 2019)

 New Story Arc
Climax/Big reveal

Offer/resolution

New Ways to Start high

Tell Stories Maintain

Connection
More product
demonstration /
explanation for those
who want it

ATTRACT BRAND CONNECT DIRECT BONUS CONTENT

(Source: YouTube Performance Players Day 2019)

 Ads built to drive action follow this
story arc, too
Climax/Big reveal

The Digital Story

OFFER /DEAL /
INTRODUCE MY PROMOTION + CALL-
BRAND AS TO-ACTION
SOLUTION

Arc
Offer/resolution

Start high
PROBLEM STATEMENT
FOR DRIVING ACTION
Maintain
Connection
They show + tell how the product
solves a problem and what makes it More product
EXPLAIN BENEFITS + demonstration /
great FEATURES
explanation for those
who want it

ATTRACT BRAND CONNECT DIRECT BONUS CONTENT

Source: YouTube Performance Players Day

Let’s Fix your ads
and make them
Scalable!
 You have to break through
the noise

Visually Compelling Honor People’s Give Them

Storytelling Attention Something
(knowledge, a
laugh, a smile)
 In addition to the ‘Explainer,’ there are two other common
variations of the direct response story arc
THE ‘EXPLAINER’ THE ‘PRODUCT DEMO’ THE ‘STRAIGHT OFFER’

Introduce product as Lead by showing off

solution product heroically

Make offer and Call- Make offer and Call-

to-Action to-Action

Problem Skip the problem

Statement statement: make
people want it by
seeing it.

Explain Continue
benefits/features demonstrating No need to explain or demonstrate the
benefits product or solution

More for those More for those More for those

who want it who want it who want it

This classic approach relies on a strong No need for a problem statement --- this This approach is ‘all offer’. The product
problem to set up the product as the approach makes you want it by showing off doesn't need much introduction –make
solution and explain its benefits. the product heroically form the start. people click with a compelling offer/deal.

(Source: YouTube Performance Players Day)

What else does an ad need to scale?
1-4 MINUTES IN LENGTH SO THAT VIEWERS:

Get enough information

about the product or
service to pre-qualify
them
What else does an ad need to scale?
1-4 MINUTES IN LENGTH SO THAT VIEWERS:

Build a connection
with the brand
(and not just the solution)
What else does an ad need to scale?
1-4 MINUTES IN LENGTH SO THAT VIEWERS:

Spend time with the

brand which endears
people and commits
them
Testing
Opening Variations a 29 Sec.

Make sure to test

Version
multiple openings! b 20 Sec.
We typically test 2-5
opening variations
and it can have a 5- 0 15 30

35%+ impact on Average Watch Time

engagement
Testing
Opening Variations a 29 Sec.

Make sure to test

Version
multiple openings! b 20 Sec.
We typically test 2-5
opening variations
and it can have a 5- 0 15 30

35%+ impact on Average Watch Time

engagement
Things to keep in
mind with
YouTube ads
Click through rates
will be much lower 1.2%
than FB/IG and
Google Ads, most
people will open a
new browser tab on
their phone or
desktop .4% vs.

Click Through Rates

Click through rates
will be much lower 1.2%
than FB/IG and
Google Ads, most
people will open a
new browser tab on vs.
their phone or
desktop .5%
Click Through Rates
 Views Conversions
299K 529.67
A lot of data will
Since increasing YouTube
be correlated Budget:
(we see brands Wed, Dec 29, 2021
experiencing this
now on FB/IG with
iOS changes) 14k 30.00

7k 15.00

0 0

Branded Search Lift

 Post-Purchase Survey Data
A lot of data will
1.%
YouTube TikTok

be correlated Friend/Word of Mouth Podcast Ad

(we see brands
experiencing this Facebook Article

now on FB/IG with

Instagram Google/Bing Search
iOS changes)
Television Ad Other

SUBMIT
A “Clean” Medicine Company EXAMPLE

Intent Based Interest Based

Targeting Targeting
Medicine
Flu

Intent Based
Children’s Targeting
Cold
Remedies Cough
Intent Based Interest Based
Targeting Targeting
 Clean
Makeup Wellness

Interest Based
Targeting
Oxybenzone
Free
Sunscreen Clean
Products
Thank You