Video Ads 101: Turn Viewers into Customers with the Power of Hooks

Regine: 00:00:11

Hi everyone, Regina here from Starter PPC.

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Today we're going to be

talking about the hook.

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What is the hook?

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I'm talking about the first five

seconds of every single video that

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you're making that you think you

might need to use in a video ad.

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If you're making a video,

you might as well make it ad.

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Worthy, right?

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the most important thing, I cannot stress

this enough when you're making a video is

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to think about those first five seconds,

because at the end of five seconds,

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people are going to skip that ad, right?

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That little skip ad button shows

up in the bottom right corner.

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If people are being forced

to watch that video, right?

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Sometimes it just shows up on the side

of a website as a remarketing video.

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But other times there's.

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being forced to sit there and

watch it like a commercial and that

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little skip add button shows up at

the end of the five second mark.

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So you basically have just five seconds

to get people to think, Hmm, I want

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to keep watching this video, right?

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So that's your goal for the

first five seconds is to get

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them to keep watching the video.

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And it's, make or break it guys.

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If you don't achieve that in five

seconds, they're going to skip it.

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Okay.

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So.

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This is called the hook.

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So in this video, I'm going to run

through first an example of a hook

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that my team and I made recently on

the YouTube channel for StarterPBC.

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And I'm going to show you some statistics

that I found so that we can see an

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example of a good hook and why it works.

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And then I'm going to run through

a really Cool free resource that

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I found through another company.

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They don't even know that I'm making

this video called social trends.

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They are giving out like 400 examples

of really Really good hooks that I think

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that you guys can pull from if you go and

opt in again They don't even know that

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I'm talking about it But I downloaded it

recently and I'm just so excited about it

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had to share it with you guys the first

thing I have pulled up is this article

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which is on the Solutions8 website.

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It's an article that I wrote a million

years ago, but it's still relevant today.

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I've actually updated it once

or twice, but the classics

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don't really change, right?

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This is, Should I be running

video ads and what can I expect?

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It's on the Solutions8 Help Center.

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It's a really good summary of if you

guys are making videos, videos for video.

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video ads.

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What to think about before you hit record.

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There's five video sequence ideas

that you can run through just to

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kind of get the juices flowing

and down here, pro tips, right?

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Just summary of what to think about.

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And you can see right here at the

top, since videos are often skippable,

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it is critical that you mention your

brand or company name and your offer

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within the first six seconds, You want

them to know what are you doing there?

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What is going on?

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What are you selling?

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And not just that, but you want

to do it in a way that hints

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that there will be more value in

the video if they keep watching.

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All right.

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So I'm going to link you to this help

article in the description so that you

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can save it in your back pocket for

the next time you were hitting record.

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Okay.

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let's move on to the example.

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Last week, the video that we

produced on the Starter PPC YouTube

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channel is called Why conversions

drop with tROAS or tCPAs applied.

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All of our videos, they start

with this coming up soon section.

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And we use this because

we want to create a hook.

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Okay, I'm going to show it to

you and talk about it here.

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You notice that your impressions

and your clicks plummet along

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with your budget, right?

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Your, your daily spend isn't

being spent a hundred percent

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when the TROAS or TCPA is applied.

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I'm going to explain

why that happens today.

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We're talking about the

bid settings called.

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Okay guys.

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So in five seconds, you'll see, ready?

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We're going to count.

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What did I say in those

first five seconds?

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This is the hook.

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You notice that your

impressions and your clicks.

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Plum it along with your boom.

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That's five seconds.

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That's how much time you get.

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So choose those first few words

that three fourths of a sentence.

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Very, very carefully.

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In this case, we're, we're starting the

hook halfway through a sentence, right?

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It's not even a complete sentence.

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I literally start by saying

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you notice the sentence.

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And yet we set this.

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Video up as a video ad, which I've been

doing with all of the videos on the

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starter PPC channel, and I'm going to

toggle over and show you guys the stats.

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no matter which way you look at it,

average watch time, you sort by average

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watch time, this video is at the top.

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Video played to 25%,

this one's at the top.

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Video played to 50%, video played

to 75%, video played to 100%.

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No matter which column I'm sorting by,

that's the video that gets people hooked.

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And this is this is actually

one of our newest videos, right?

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You saw all of all of

these are older videos.

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So it hasn't even spent a lot yet.

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The cost is still less than the rest, but

it's blowing the rest out of the water.

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I mean, average watch time here is 200.

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And eight seconds, I guess.

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Whereas the next closest

runner up is called unlock

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your business's full potential,

increase your average order value.

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Probably even a better topic, honestly,

if you want to make money than this

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one, but because the hook wasn't as

good it's only getting half of that

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a little more than half of that.

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as far as.

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average watch time.

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You want people to watch

your videos because you have

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more to say to them, right?

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You have an entire sales pitch, whether

you're selling a product or a service,

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you want them to view it, hear about it.

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You need to talk through the value.

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And so you need to get their buy in right

away to keep them, to keep them watching.

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Okay.

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this is just, some examples, how

to get the juices flowing now.

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Instagram gave me an ad for

these guys, social trends.

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I don't know them.

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I'm not affiliated with them.

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I don't even remember what the video

ad said, but I ended up clicking on it.

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And I noticed that they were

giving away for free, 1, 350

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opening hook ideas, right?

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video hooks.

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And I just thought this

is so worth opting in.

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I do think that it's a seven day

free trial and then they charge

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you 50, but in those seven days

you can get all of the hooks.

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You can make copies of

all of the documents.

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I'm going to give you a sneak peek because

I did sign up and this is what I got.

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It comes with a couple things

other than the viral hooks, but

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since we're on the subject of

viral hooks, these are them here.

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You can see they've got a bunch of

them, you guys, each of these is a huge

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spreadsheet with multiple tabs, 50 hooks

here, 50 hooks here, 50 hooks here and

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you can kind of just go down the list and

see, okay, does this hook apply to us?

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Could we possibly spin this hook?

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to work with our video

that we want to make.

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They're really good.

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They're really good hooks.

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These are things that I think

Social Trends has tried with their

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clients and has found success.

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And they're just bottling it

up and giving away for free.

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I'm gonna link you to this landing page.

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Again, I get nothing when you

guys opt in for Social Trends.

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I just want...

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To make sure that this small businesses

that we work with at starter PPC, anyone

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who needs Google ads, who has a budget of

5, 000 or less has good video because we

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cannot we cannot win on Google ads anymore

nowadays without good video, you guys.

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And.

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Every single day we get new clients

who come in and sure enough,

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they don't have good videos.

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So please, please, please

get started on video.

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You should have at least five to

10 videos with high quality hooks.

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don't forget to tell them your brand

name in the first five seconds.

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You can, if you don't have time to spit

it out in those first five seconds,

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you can just put it on the put it on

the screen like this, our logo here.

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I guess it doesn't really say what we

do, but Starter PPC, it's kind of in

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the title of the business, so we don't

really have to, but you might want

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to say the name of your brand here.

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That's that.

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Go out there, hit record on your camera,

upload those videos to YouTube, send

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them to your Google ads manager so that

they can get a video ad started for you.