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#81: Video Ads 101: Facebook vs YouTube, with Petter Erik Nyvoll

This is the transcript with Petter Erik Nyvoll. The episode is transcribed automatically. Therefore there may be mistakes. However, this will make it easy for you to refer back to anything you heard in the episode. Press "control + F" to find keywords in the episode. 

[00:00:00] Petter: We see that steal, the Facebook leads are cheaper, but when we look at, in the end, there is more value in a YouTube lead. So we now have this almost the same, like the result for how much we pay for getting our sales is the same for both platforms.

[00:00:20] Laura: It's a mistake to make a Facebook ad and think it's going to work on YouTube.

[00:00:24] I interview agency, owner Petter, Eric nivel. He helps service-based agencies with creating funnels. And in this episode, he reveals the difference between a Facebook ad, any YouTube ad, what people get wrong about creating them, which platform is the less expensive. How long it takes to see results and tips on how to create video ads for the best results.

[00:00:46] If you're thinking about leveraging YouTube or Facebook ads as a source of leads, listen to this episode first.[00:01:00]

[00:01:05] Hi Eric. Thank you. So much for being on the marketing bound podcast. Welcome.

[00:01:11] Petter: Thank you. And thank you for having me. I'm so excited for this. And, uh, I like to be called, they had done, I, I look forward for this. Um, talk about the topic today. Yeah, me

[00:01:21] Laura: too, because today we're talking about YouTube ads and Facebook ads, and honestly, I do not have a lot of experience in the ad space.

[00:01:31] So I have quite a few questions for you. And the very first one is what's the difference between the type of ads that work on YouTube versus Facebook, because as agency owners or service-based businesses, it's very likely that people want to make ads and then just put it on every platform wherever they can.

[00:01:52] But I know from our previous conversations that there is a difference. So can you go into detail about that? [00:02:00]

[00:02:00] Petter: Yeah. So when people show up on Facebook or YouTube, they are showing up for different things. There is like when they see our ad and Facebook, I go more and more away from being direct in the language.

[00:02:13] So on Facebook is more like, yeah. Do you using story-based ads also for videos story-based we do ads. So we cannot go like, Hey, you will have this problem. Hey you, so you can not show it out on Facebook. And if you do that, your Facebook account can be, the ads account can be block out and all these things, but don't fit on YouTube is totally different because there you can more shout out.

[00:02:39] So we can say, Hey, you will have this problem. So it can be in the more like. When you're learning marketing, we're learning to talk direct to client and talk directly in the copywriting and all this thing. But, uh, so, so that's works on YouTube. Another thing was. Different with you too from Facebook is like the 31st seconds here.

[00:02:58] You don't pay for you to bats. [00:03:00] So that means if you make a YouTube ads and you need to pre-qualify your customer or your potential leads, I'm really good at 30 for a second, because you don't want to have potential or leads that are watching more than 30 seconds. You want to qualify it? Also when you make YouTube ads, um, you should tell them what it is for and what will this widow is not for what, what is the topic?

[00:03:24] So we should be really clear. And also another thing, instead of, for example, on Facebook, we maybe make 3, 4, 5 different videos. Different angles and all the way though is different. But when we do YouTube ads, it's more about the 34 seconds. We're trying different hooks. So we can have, like, after 30 seconds, we can have the same ad.

[00:03:44] We do the same thing, but we just changed the 34 seconds to check. Uh, the hook like should see was watching it. But it also, when you think about YouTube ads, when I watched you two, but I'm there because I want to watch we video. And if I'm going to watch. [00:04:00] Add before we do. I want to watch it need to be really interesting.

[00:04:04] It need to be something that hits me. So it was all about to you need better hooks or better and tension grabbers. I can take a funny story because what I am selling is some save some marketing and I am a helper. People to bill, bill thumbnails and all of, or a lot, not all, but a lot of our competitors show up with a nice house or a Ferrari or all these things like, Hey, see how much money I made.

[00:04:32] So, yeah. That's like normal and I figured out, oh, we are not like that when we are doing it's like, um, I am, yeah. Finally my dream in Vietnam in a nice house nosing, but I'm not trying to show off. So I booked me. I was telling this because this works really well for me. I booked me a Vesper and 1957 scooter, like a motorbike for like one and a half year ago.

[00:04:55] And I'm living in Vietnam. So they're like, I don't need a car, but I have motor black just [00:05:00] cooler up a scooter. So I took my scooter into my house and I made the app like, Hey. Well shining or I was checking all my scooter, everything was good. And I said, Hey, um, you know, I don't need a good car or a good house on looting I made in life is my 90, 57 west spot.

[00:05:22] That was the start of that. And then, and then I trolled away and I went from the scooter. I went into the kitchen and I said, to be honest, I don't need a theater. I just need freedom. And the furniture thing, like I did this. Cool. Well, where are you from all this Ferrari people and do my own boat. I am. And that works really well.

[00:05:40] So that was one of the best ads I never did because I, I was still getting the domestic and I did the domestics and all these things on their 30th seconds. So yeah. So also being creative, uh, thinking different. How can you show that you're different than everyone else also works for me?

[00:05:57] Laura: Oh my gosh, so much good information here.

[00:05:59] We have to [00:06:00] unpack it a little bit. Okay. So that's a great kind of add because I was just on YouTube the other day and they were like, Hey, do you want me to connect extra $10,000 per month? And I was like, skip. I'm like, this is boring. And I've seen so many ads like that. So many. So I'm glad that. First of all, you're trying something different because that means I'm talking to the right person.

[00:06:27] I'm talking to an expert here, but if you can definitely send us the ad so I can put it in the show notes.

[00:06:34] Petter: Yeah, I can do that. Yeah, definitely. Uh, I just need to add this one thing, because when I start to run this as a, normally we are, so the way we are doing our funnels is our webinars and my. My girlfriend, she's doing the webinar lives.

[00:06:48] And normally, so we do sales call and I also do some of the sales calls. So normally when I get people on the sales call, they say like, oh, Maria was so amazing. It was so much content. I load that to girl and I are thank you for [00:07:00] that, but this is the first time. We are dumb ads, but people come to me after I watched a webinar, I read Maria and say like, you know, this ad just took me.

[00:07:08] It's like, I'm so fed up with all this Ferarri people. And they're like, you just hit me. You are something different. So, so it's funny how much I can impact people, because that was like the almost sold them, not beef course of the webinars, but this two minutes that we did something different. So,

[00:07:23] Laura: yeah. And that's a great point.

[00:07:24] It's just that when you spend time making sure that your ad is different from your competitors. You kind of warmed them up in a good way. It's not a commercial, like on television where you change the channel. People actually want to watch it when it's done well, but there was one thing that you said that was very interesting.

[00:07:42] The first 30 seconds on YouTube, did you say they were free? Yeah,

[00:07:45] Petter: they're free. You're not paying for the first 30 seconds. So, um, after 30 seconds you start to pay for views. Okay. That is

[00:07:53] Laura: crazy. I did not know that at all. Okay. So that means your [00:08:00] ad can be 30 seconds or less. Is that

[00:08:01] Petter: possible? I need to be over 30 seconds.

[00:08:05] Laura: Okay. So when it's over 30 seconds, you only pay for the first 30 seconds.

[00:08:10] Petter: Yeah. You just pay for yeah. You after

[00:08:13] Laura: that. Yeah. Okay. That makes sense. Okay. That's very, very interesting. So just to summarize what you said on YouTube, it's very much storytelling kind of more in your face, whereas Facebook would literally penalize you.

[00:08:28] For that type of, right. So when you said that, I was wondering what, what are the differences in like the policies around the ads on both platforms that people should be aware of? So like, if you hadn't told me about it, You know, Facebook being a little bit more strict around how your ad is presented. I would have never known.

[00:08:54] So do you, I know there must be a lot, but can you give us like a little summary of the difference of the policies? [00:09:00]

[00:09:00] Petter: Yeah. So, so Facebook day is getting harder and harder to do ads. First. I think I even service-based businesses are, are more heat than e-commerce. So when it comes to. Facebook is like, they don't allow words like money making money, like all the, and dream, all this favorites.

[00:09:22] If you use that, you can just get rejected. So, yeah. So it's like, yeah, like dream a better life, all these things that you cannot touch. If you look at some big words that doesn't have this touchable meaning, uh, so. So all these things can get your, I can give you example, just, I think it was yesterday. We, we launched our new campaign and we talked about, um, how our company and grown over the last three hours.

[00:09:51] And we just talk about story about it and it's not to show off. We just say that, um, of course, that, that ad was not allowed. We get like, oh, this is. [00:10:00] MLM scheme. So we can't talk about cash money. We cannot because everything, Facebook are really aware. We don't, we should not promise anything that everyone can get.

[00:10:11] For example, if we, if we have a webinar, we can say, Hey, we will share our story and what we are done. We can not say, Hey, we'll share our stories. So you can build your online business because then. Then we are giving them something. So, and the problem with Facebook is like, there is policies that we don't know what is, is like, they can just reject it and we don't know why, even as we are running it, we are teaching this.

[00:10:35] We are doing it, but still, so we had problem last year with Facebook that they blocked over Facebook ad account. It's my personal Facebook account are not allowed to run ads. So I'm doing this, but I can't do it. So I need to do trials and they're not opening up again. We are never Delmon this scheme butter or any things like that, but still they're doing it.

[00:10:56] So, so YouTube I'll do, we're going to talk about our YouTube. We can [00:11:00] be in the more and more direct. I think the only thing is, uh, guns and sex. You cannot advertise some, uh, YouTube, the rest stay hours. Liberal with now, and also the changed kind of, um, for service-based businesses before it was not really good to run YouTube ads.

[00:11:18] So I think it's one and a half year ago we started to be better. So, uh, that's also mean that they're trying to pick up from Facebook, taking traffic from Facebook and, and that's also mean that we, we get good leads from YouTube in a stock. We never used it, but now we are working more and more on YouTube and also to have two platforms.

[00:11:37] So.

[00:11:38] Laura: What changed a year and a half ago on YouTube for it to be a better platform.

[00:11:43] Petter: So YouTube that are owned by Google and they use Google analytics. So this is not my story, but I have a agency in us that, um, Listening to, because there was there anything as for, I don't know if you know what Amy Porterfield lists.

[00:11:59] Yes. [00:12:00] Yeah. So there, so they was running ads for a guide at known Amy Porterfield. And what you can do on this is what they did. So what you can do on YouTube, you can. If, you know the checkout page from a competitor, you can run ads to everyone, but I've been to the checkout page. That's just so crazy. But yeah.

[00:12:22] So hold

[00:12:23] Laura: on. I'm sorry, before you continue. So let's say I'm in marketing and I'm going against Amy Porterfield. I can take her checkout page and then target that checkout page for my audience. Yeah.

[00:12:39] Okay. Can we have to come back to this later? Continue.

[00:12:44] Petter: So, um, so this guys there was running for a competitive gaming portfolio. That was also friends, so she knew about it. So, so this guy, he made the ad like, Hey, look what I have in my head. I am Amy Porterfield book, I guess, CRM that, you know, I will tell you [00:13:00] about how great this book have been, blah, blah, blah.

[00:13:02] But I also tell you something I want to share that can take this to a next level. So, and then he started to pitch this thing. So we used Amy Porterfield book to sell, to use that like a hook to sell what he wanted. And that worked really well, but that's how detailed you can be a muted, but. It was like, for me, it was a mind-blowing the first time I heard about it.

[00:13:24] So you can, you can, uh, you can go to landing pages. You can go to checkout pages, you can do all this thing for targeting. As long as, as long as the pages are using Google analytics, you can add, you know, the URL, you can do that. So.

[00:13:39] Laura: Uh, okay. So I actually thought that it like targeting was actually better on Facebook, but I don't think that's the case.

[00:13:49] It's better on YouTube.

[00:13:51] Petter: Yeah. It's different kinds of targeting, but you can do crazy things with targeting on YouTube that you can't do on Facebook. Really. [00:14:00] Can you give another example? Yeah. So, so YouTube also have, um, so you can target pages. You can also target channels so I can target. If you have a YouTube channel with a lot of viewers, I can target channels.

[00:14:15] I can also target widows. So if you, if you have a channel with a video that I really, to my target audience, I can target people that have watched that video. So, yeah. And, uh, as I said, webpages, I can also target, um, what they are searching for, like what our search for the last. So you can also use Google analytics to find out source word and you can use, and people are search for different things.

[00:14:44] So, um, so I think like targeted. Channels, but even better targeting videos in that channel is quite unique. Also people are seeing that, so, yeah.

[00:14:54] Laura: Oh my God. I did not know any of this. This is shocking to me. [00:15:00] Well, okay. Thanks for, thanks for sharing that. Um, so I'm just curious because you know, we're comparing the two, what is one thing that you see people get wrong about creating ads on these channels?

[00:15:14] Other than what they're creating for the channel. Like we discussed before, like what else is like, you guys are always doing this wrong. What is it?

[00:15:24] Petter: So if you have, again, start with Facebook, if you get a Facebook rep that, um, call you and say like, Hey, here is how we are going to run ads. And you're a service-based business.

[00:15:36] They normally say you need short ads, picture short ads, short text, but what I'm seeing people doing wrong now? Doing that because long ads long, it takes us. I remember I had a texted on 900 word. It was a story-based. So on Facebook is more about pre-qualifying them in the text on that then instead of pre-qualifying them on the landing page.

[00:15:59] So [00:16:00] because you get more pre-qualified when they read. I'll text and then they get to the landing page. So you need more info on, in the ads than you need. So, and this is the same thing with weirdos, our best videos on Facebook. Well, I said two and a half to three and a half minutes. And when you go to YouTube, right?

[00:16:19] Like many tries to use the same concept on Facebook, then they should be on YouTube. So YouTube is like, I started, um, talked about, um, you need to pre-qualify them be more right? Or act in language. Uh, you can tell where it is for and what it's not for. And, um, you need to be creative the first 30 seconds.

[00:16:37] So, so many things like if they have our Facebook ad run really well, we try to mute him, but that's not the case. There is like, you need to think differently. And also the link. We normally on Facebook, we delivered a lot of value in that, but on YouTube, it's more like, Hey, the value for us. I said, we are doing webinars.

[00:16:57] So the value for us, it's like, join our webinars. We will teach you [00:17:00] this. So that's like more like the webinars is doing the content on Facebook is like the ad is doing the content to move them to the next step. So I think that's, yeah, I don't know if that's helped, but I think that's what is top of my mind.

[00:17:12] Laura: No, that's really helpful because. Pre-qualifying leads when you're creating ads. That's what you want to do. And you're saying for Facebook, you have to write it in the text and then on YouTube, it's very much in that 30 seconds. So I think that's super important. And I remember us also talking about getting results, how you're actually getting better results from YouTube, but let me know if I'm wrong in this.

[00:17:37] I think that you could actually get faster results on Facebook. And therefore people think that Facebook is the better channel. So what would you tell these people in terms of encouraging them to try YouTube ads? How long should they wait to see results?

[00:17:59] Petter: [00:18:00] So when you start to run, no campaign on Facebook is like you said, you maybe get cheaper leads the first day on the first week because they find the right people on YouTube.

[00:18:10] Those kind of different price goes down the longer. So. Longer time to really get that price down on YouTube. So we need to be more patient when you start to run a YouTube ads campaign. So I will say use for in days before it turned something off on YouTube and use more time to check it out, try it three, four widows.

[00:18:31] When you start it up and see how it goes. I was, that was her

[00:18:36] Laura: self, her Facebook.

[00:18:39] Petter: Facebook is you can get results immediately, but it's like falling falling days, like one for 14. Okay. Okay.

[00:18:48] Laura: So like two weeks? Yeah. Okay. So two weeks for YouTube and try multiple different videos with different hooks.

[00:18:54] Basically the first 30 seconds. Yeah. Okay. That makes sense. And I'm just [00:19:00] also wondering on Facebook. Let's say people are like, oh, I want to try both on Facebook. I know they have specific like objections, right. For their, for their ads. Which one do you use? You use like the video. The

[00:19:15] Petter: video ad I use always, when I run ads for a lead generation, I use a converse nuts, sewn converse, and I never use what I'm doing on the Facebook is normally I can do video video views for the first two days, and I can also use, um, uh, Engagement.

[00:19:36] I can use a gauge for two days and that's just to hack the algorithm because if we get a lot of likes and got lots of views, Facebook, like it more, and also if people see that they are engaged in it. So I use normally just a small budget on engagement and also video views to get more social proof. Yeah.

[00:19:54] To get it to run. I always use conversant on Facebook and is the same thing on [00:20:00] YouTube by use converse, not so quiet instead of, uh, video views and, um, and likes and shares. So things like that. So, yeah.

[00:20:09] Laura: Well, that's super good to know, like your little hack engagement campaign. What was the other

[00:20:14] Petter: one? Uh, engagement on video.

[00:20:18] Okay. Yeah, social proof and, uh, but for running it and get cheaper leads is converse.

[00:20:25] Laura: Okay. So you use video and engagement to hack the system and then you use, oh my gosh, what a conversion. Jesus. Then you get conversion to actually get the leads. So I know that that's how it works on Facebook, but how does it work on.

[00:20:42] YouTube, not the same on, on YouTube. It's more like what they're interested in. Like you said before, like the channels and the videos, how do you segment on YouTube to make sure that you're setting yourself up for success?

[00:20:56] Petter: Yeah. So you can also target [00:21:00] interest instead of target. Uh, like I said, you can target a channel.

[00:21:03] We can also target the interests. We can target people who are interested in what their, it is. Personal development, marketing. So also using interest like, um, targeting. So we normally use like targeting channels, targeting readers and targeting interests. That's what we are starting up a campaign with.

[00:21:23] And they have like this hole in the middle of the summer, you can use a kind of, all of them together in a campaign after run it because then they will try to find. The right channels, the right wheels and the right interest and make this like a wall down. So that's also quite unique with, there is so many things you can do with targeting and YouTube.

[00:21:42] That is crazy. And I don't remember everything like now, but there's so many, there's like what I told him. Now there's so many wild factors when you go into what you can target on YouTube that we didn't know about before. So. Oh, my

[00:21:56] Laura: gosh. I didn't know that either. I thought YouTube was, cause [00:22:00] I think maybe it was like a few years ago, but I would get ads for like video games.

[00:22:05] And let me tell you, I don't know if I've ever played a video game more than twice, right? Like I am not the target audience. So I always thought that YouTube ads were. I guess not as good as Facebook ads because they weren't as targeted, but now I'm seeing that things have changed. So very good to know.

[00:22:28] So in the end, when you have ads on both, but on both channels, do you lead them to the same landing page?

[00:22:37] Petter: Yeah, I do that. I do that. Yeah. So I do exactly the same landing page. Um, but of course I never split tested. It could be a good idea because, uh, the landing page also for Facebook are, um, if we are too direct and allowing them, so we are making the landing pages for Facebook ads.

[00:22:54] So of course maybe it can get better results retention, but the way I've not tried it, the last thing, or [00:23:00] one other thing I want to say is, um, we see that still Facebook leads are cheap. But when we look at, in the end, uh, there is more value in a YouTube lead. So in the end, it's almost the same, like the result for how much we pay for getting our sales is the same for both platforms, but there is more like they're more engaged when I looked on me, there was so them are more warmer when they see how you do it, then maybe see on Facebook.

[00:23:28] So was also something that interests me. And I also see, we attract kind of. They're doing the same way. There is kind of another profile on YouTube people for us, we get more men we sell to on YouTube than we do on Facebook. On Facebook. We are like 70% women. And then YouTube is more like, yeah, maybe 60% men and 40% women.

[00:23:52] And I no clue why, because we tried the same thing, but there's also interest.

[00:23:57] Laura: That is so interesting. [00:24:00] I wonder why, if you ever figured out why that is. Um, let me know, because I'm just curious. I'm just so curious. Maybe, I don't know. Maybe the men on YouTube are more in tune with the direct messaging possible and then the women are more likely to read the text before watching the video.

[00:24:21] Okay. Kind of interesting. There. You help service-based businesses and they offer high ticket pricing. So your recommendation, if someone comes to you and they're like, I have a budget of whatever it is, but I don't know if I can do both. Which one would you tell them to start with?

[00:24:45] Petter: I would say, start with Facebook, even if I have a hate, love relationship with X, because I'd say, start with Facebook.

[00:24:52] You guys, it's not much, but it's still a little bit more complicated to set up YouTube ads and also make them so it's easier to do [00:25:00] Facebook, but, um, uh, yeah, efficient start whether I will also. Because of that, you can be blocked and yeah, I have so many clients that began blocked on Facebook and they think, and they have been running their business on Facebook ads for years and there's like, Dane, wake up.

[00:25:15] Or then there's like, oh, will I be bankrupt tomorrow? I can't run it anymore. So also having that's the main reason we started to look at other platforms to have something, if Facebook block you down, because right now it's Facebook grand blocker down. Whole heart. I never heard about anyone that bread trolled out from YouTube, as long as not six or guns or something like that.

[00:25:37] You are trying to promote.

[00:25:40] Laura: Yeah. So with, with Facebook being more strict, is there something that people should know. Before starting on Facebook ads, like, is there, is isn't there like a new policy or a newer policy that changed everything on Facebook? Or am I just

[00:25:57] Petter: imagining that it was like this [00:26:00] Cambridge Analytica thing was happened in UK?

[00:26:03] Uh, with. Uh, well done election and all over the world where they had to go. So it didn't, it started after this many years ago now. And I'm also guessing that they, or I'm not guessing I know it, but, uh, or I heard it signed the Kendall say it's a hundred percent, but I also think like Facebook are really afraid to losing their audience.

[00:26:23] So they want the ads to look more like a post. So one thing that I am thinking when I'm going to write down Facebook ads is like, could this. Post I could pull a post on my private Facebook page. Does it looks like an ad or does it look like a post? So how do you write it? So, so it's also about thinking about that.

[00:26:42] So, so there is a social media, um, beautiful. It's more like a video platform, so we can be more director, but I think that's try to make it as there's many will think they're writing a post, but you can see in the line one. Oh, this is. It's so easy. Just go directly to talk [00:27:00] like a add on you don't understand it.

[00:27:02] Even if they tried to hide it, you should not hide it. But story, we know people love to read stories, so make stories, make it interesting and, and think about it. That is we are shooting out to people. I can. Uh, all the other one can just click. This is spam, whereas not four, but if it tried to make it like a story, even the people are not interested in a product and think like, wow, this was a great story.

[00:27:24] This was something cool. I'm not interested, but they will still click like on it. And they, and they will not get a lot of rejection or bad comments or all those things. I think that's a

[00:27:36] Laura: great way to finish off this conversation. It's like, yes, start with ads, but don't forget these key points and that is storytelling and making it make your ad look right, like a post so that Facebook doesn't project it.

[00:27:52] But just before we see it, I just want to know if you have anything else that you want to tell the audience that I may not have asked you. [00:28:00]

[00:28:01] Petter: I think I covered the most now and think it was most of the things that I learned from YouTube ads and why we are on the YouTube side. So, great questions.

[00:28:12] Laura: Thank you so much for being here.

[00:28:14] It was so, so, so much fun and I've learned so much, this episode was super valuable. So thank you for

[00:28:19] Petter: having me.

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