Interview with Paul Kortman on YouTube Video Ads - #046

Paul Kortman is a self-proclaimed “odd duck” with a foot in two
different worlds. His areas of focus include both SEO tactics and
paid video advertisements. Odd duck? Or one well-rounded digital
marketer?


In this episode, Paul discusses the SEO tactics and video ad
strategies he’s found to be most effective and how to
successfully apply them to your business.
  Episode Discussions:

Why Paul recommends recording different videos for Facebook
and YouTube ads

Testing different video ad lengths and which ones offer a
great return

4 elements of a successful video ad

Paul’s preference: Video template vs. short script

Using actual customers vs. paid actors to deliver your
message

Alternatives to traditional video ads: video sales letters
and animated videos

How Paul does and doesn’t use retargeting

The strategy behind split-testing videos

Why diversity is important in your marketing

How organic ranks and SEO aid paid traffic

Why SEO is a long-term yet effective strategy

Backlinks: What they are and how they affect your website’s
authority

Paul’s tips for gaining linkback credit

Two factors to SEO mastery

What type of content has the best chance of ranking for SEO

How long-tail keywords will help boost your search engine
rank

How to get an unbiased 3rd party opinion of your content for
the price for a coffee



 


 


1:27


Small to medium businesses will see lower costs per acquisition
if they do an actual video ad.


1:44


One of Paul's clients is paying less than $2 per email address
acquisition.


He found success via video ads on Facebook which allows him to
directly target his audience.


2:24


Paul recommends recording different videos for Facebook and
YouTube ads.


3:02


"I try to stress to all of my clients to keep it down to 15
seconds. This is an elevator pitch minus the elevator doors even
closing. The moment you step foot on that elevator, you have to
spit it out."-PK


4:06


Paul encourages his clients to write up a short script and use
their phones to record. Usually the 5th or 6th take that works
well.


6:52


Things to include in your 15 second video:


Scarcity

Price and time urgency

Mention customization



7:31


Make sure you're talking right to your target audience.

Use anything that would work on a landing page or sales copy.

Make sure there's value.

Talk about your client, not yourself.

Mention the benefits of your offer, not the features.

One simple call to action (CTA)



11:31


Alternatives to directly delivering the message yourself in your
video ad.


12:02


"You trust someone if you see their eyes."-PK


13:11


If Paul doesn't capture interest with the video enough to get
click-throughs, a different video is created all together.


13:33


"We actually split-test the videos rather than try to
retarget."-PK


16:43


 "PPC is short-term, quick gains. SEO is a long-term, in it
for the long haul."


17:07


To master SEO:  


Have the high-quality content that people are searching for

Have the backlinks and authority



18:22


Focus on creating high-quality content that people are talking
about, commenting on or linking to. Most likely a blog article.
Then market the content.


20:31


Depending on how competitive your industry and market is,
your homepage, services page or pricing page won't affect your
rank.

Long-tail keywords are less competitive and more likely to
rank in the search engines.



21:48


"All boats rise with the tide." As you get backlinks, it raises
the value and authority of your entire website.


22:47


Paul’s actionable tip for small businesses to generate
leads and increase conversion rates:


Business owners are so closely tied to their businesses. It’s
difficult to see things objectively sometimes…


"The next time you're in Starbucks, pull up a webpage from your
website and say ‘Listen I'll buy your drink, I just wanna ask you
a few questions about this webpage.”


 


Ask them to review your content and they’ll give you good, honest
feedback.


 
Connect with Paul:

ConnexDigitalMarketing.com


 


Contact Adam: Adam@AdamErhart.com


 


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