The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Marketing Strategies Revealed in this Episode:
- How YouTube Videos Advertising works
- What a business needs to get started
- How to structure a video ad sales funnel
- Setting up retargeting campaigns
- Tips for a successful video ad
Episode Title: Mastering YouTube Advertising with Ryan McDonald
Guest: Ryan McDonald, Owner & Operator at Shade Digital
In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Ryan McDonald, the owner and operator of Shade Digital, an online advertising agency for small businesses. Ryan shares his journey from professional poker player to online advertising expert and delves into the power of YouTube video advertising for eCommerce businesses. He highlights strategies for successful YouTube ad campaigns, the importance of clear objectives, and the significant ROI potential compared to other platforms like Facebook.
Key Takeaways:
- Value of YouTube Advertising (00:05:00):
- YouTube offers a cost-effective platform for video ads, often outperforming Facebook in terms of cost per view and engagement.
- Example: A client in a non-sexy industry getting 100% video views for four cents per view.
- Defining Objectives and Building Funnels (00:10:30):
- Clearly define your objectives before launching a campaign.
- Design appropriate sales funnels based on price points and conversion paths, ensuring realistic expectations for high-ticket items versus low-cost products.
- Effective Targeting and Retargeting (00:20:45):
- Proper targeting is crucial for ad success. Retargeting viewers who engaged with initial videos can significantly enhance conversion rates.
- Example: Building a funnel with multiple video touchpoints to guide potential customers through the buying journey.
- Video Content Strategy (00:30:15):
- Both highly produced videos and simple phone-recorded videos can be effective.
- Focus on the offer and targeting to ensure the video content resonates with the audience.
- Metrics and ROI (00:35:50):
- Expect higher conversion rates from remarketing campaigns compared to new customer acquisition.
- Example: A client achieving a $13.82 cost per lead on YouTube versus $44 on Google search.
Guest Information:
- Name: Ryan McDonald
- Position: Owner & Operator at Shade Digital
- Website: Shade Digital
- Email: [email protected]
