Should Your Home Services Business Be Running Video Ads on YouTube and Facebook?
YouTube video ads and other forms of awareness marketing have become a necessity in the advertising tool belt of home service companies such as HVAC, plumbers, roofers, etc. and I’m going to explain why.
You simply won’t catch every potential customer through Google search ads and SEO by themselves. This doesn’t mean those 2 methods of marketing aren’t important, because they very much are.
There is a percentage of people who want to establish a “relationship” with the companies that they choose to do business with and YouTube ads are great at accomplishing just that.
Let’s dig a little deeper to find out more.
What Forms of Marketing You Should Start With
90% of the time, I would be amiss to suggest YouTube ads and other forms of video ads as the primary method of marketing for a home services company.
Understanding the benefits and proper expectations for the different forms of marketing is crucial to making the right steps with your business’s marketing budget.
Where you are as a company helps determine where you should start with your marketing.
A single-man operation just starting out after getting his HVAC license and a modest marketing budget, for example, is most likely not a great candidate for YouTube ads right out of the gate.
In this scenario, you would be best served to utilize something like Google Local Services Ads which offer a reasonably low-cost solution to start generating revenue.
A more established home services business, on the other hand, would greatly benefit from video awareness ads on platforms such as YouTube and Facebook.
We typically recommend starting with a solid marketing foundation of Local Search Engine Optimization and potentially a Google Search Ads (also known as PPC) campaign before layering on video ads.
What Video Ads Do that Other Ad Types Can’t
Earlier I mentioned a percentage of people wanting to establish some form of a relationship with the brands that they do business with.
This can be accomplished through a great video awareness ad campaign done on YouTube and Facebook.
Being able to highlight your business in ways that you otherwise wouldn’t on typical search ads is invaluable.
Video awareness ads capture potential customers while they are comfortable and consuming content on popular social platforms. This is a moment where you know they have time and are potentially willing to consume your content as well.
Through these video ads, you can build up the value of your brand and the unique people that help your business operate.
Promoting things such as employee highlights is great because it lets people know the technicians that are going to be entering their homes.
Also, producing a compelling video of your home services company’s quality of work will show people that they can trust your services.
Possibly one of the most successful forms of video advertising is done through customer testimonials. There is nothing more powerful than hearing a neighbor’s positive experience after having had their new roof installed, plumbing updated, HVAC system repaired, etc.
So, How Much Do Video Ads Cost?
Here’s the greatest part – they aren’t expensive!
Video awareness ads work a little differently from your traditional PPC (pay-per-click) style ads. As the name implies, with PPC, you pay for each click that your ad receives.
With the type of video awareness ads we’re discussing, your cost is based on both the number of impressions you receive and the number of video views you receive.
An impression is considered anytime that someone has seen your ad and a view is any time that someone has watched your ad.
Kind of confusing, right?
Basically, a view is counted when a person either watches 30 seconds of your video ad (or the duration if under 30 seconds total) or interacts with your ad such as clicking or liking the ad.
Otherwise, you only got an impression.
The cool part is that either way, that person has potentially seen your brand in one form or fashion.
We typically realize campaign costs of about $6 per 1,000 impressions and range anywhere between 5¢ and 30¢ per view.
Video Ads are an Affordable Way to Reach the Masses
Running a video awareness campaign offers you the opportunity to reach a large volume of people within your service area at a very reasonable cost.
This form of marketing has overtaken traditional cable TV media and billboards for small business owners who aren’t interested in shelling out more money for fewer results.
Small business experts at fitsmallbusiness.com report billboards costing between $13-22 per 1k impressions and network TV costing $20-30 per 1k impressions.
Compare that to our average of $6 per 1k impressions and it’s not hard to see why the more modern solution of video awareness ads on outrageously popular platforms such as YouTube and Facebook offers a greater return on your marketing investment.
The experts at Visibly Connected have been providing home services companies with effective and creative marketing solutions for more than 10 years.
Give us a call today at 281-940-7463 to learn more about YouTube video ads and other ways we can help your business grow.