In this episode, Michael and Chris talk with Bob Alesio to talk about video advertising. Learn about pay-per-view (PPV) ads, and how to configure your campaign to get the best results for your painting or trade business.

In this episode, we cover:
What is pay-per-view (PPV) advertising?
Why is PPV a good investment for customer engagement?
How does remarketing work with video ads?
How can you configure a video ad campaign for success?
How does video work with the rest of your advertising strategy?
Can you do video advertising on a budget?
How does video help you get the right customers?

For more information on the tools and resources mentioned in this episode, please visit:
Industrial Clicks:
How to Create Video Ads on YouTube— Google Ads


Bob Alesio: You can configure your ad in your campaign so that you’re really only paying for people who watch at least 30 seconds or more of the video, and at the end of the day when you look at the costs involved and the targeting capabilities, it’s really impressive and it’s really cost effective.

Chris Raines: Welcome to Grow Your Painting Business, a podcast for commercial, residential and industrial painters to grow their businesses in their local or regional markets. We’re experts in digital marketing for painters and other trades, and this is a show to share our experience with you. Grow Your Painting Business is a free podcast from, the experts in digital marketing for the trades.

Chris Raines: And welcome, episode 12 of Grow Your Painting Business. My name is Chris Raines, I’m joined as always by father of four, husband of one, friend of countless.

Michael Epps Utley: That’s right.

Chris Raines: Is that a better superlative? Am I doing better with that?

Michael Epps Utley: Yeah, I think that’s pretty good.

Chris Raines: I feel like I need a, you know, you have like a hype man when you announce a comic or you know, whatever.

Michael Epps Utley: We just need a writer to write our bits for us.

Chris Raines: Yeah. Okay. We’ll work on that. Joined by Michael Epps Utley of, Michael, how you doing man?

Michael Epps Utley: Good, good. Happy Friday.

Chris Raines: Happy Friday to you.

Michael Epps Utley: Yeah, this is fun. It’s always fun to get together and talking about marketing.

Chris Raines: It is fun, 100% of the time. And I’m excited about today’s topic because we’re talking about video advertising for painting businesses. I have a background as a video producer, and we’ve got Bob Alesio again on the other line, who has experience running YouTube ads. So we’re talking about video advertising.

Michael Epps Utley: Yeah, this is part two of a series and if anyone’s listening and did not get the first entry with Bob, episode 11 is all about sort of a high level view of what paid search advertising is. So yeah, we’re gonna talk to Bob again today.

Chris Raines: Great, great. Bob, how’s it going? We haven’t addressed Bob yet, how you doing?

Michael Epps Utley: Hey Bob.

Bob Alesio: It’s going great. Yeah, no thanks for having me on.

Chris Raines: Okay, great to have you on. So, let’s just dive right into it. Video advertising, this is kind of a newer thing on the internet. At first we had broadband video, and now you can you know, use video as an advertising format. So why don’t you give the audience just kind of a brief overview of what we mean when we talk about video advertising on the internet.

Bob Alesio: Sure. So you know, as far as Google pay per view, is how they refer to it right? So maybe you’ve heard of pay per click, with the search advertising and the display banners. Well they call it pay per view video advertising, and the idea is instead of having you know, a copy ad or maybe a banner ad with some text, we’re using video. The video itself ends up being the ad placement. And it’s pay per view, and that’s really compelling as well. The idea being that, you know, you can configure your ad and your campaign so that you’re really only paying for people who watch at least 30 seconds or more of the video. And at the end of the day, when you look at you know the cost involved and the targeting capabilities, it’s really impressive and it’s really cost effective.

Michael Epps Utley: So someone you know, is on YouTube, they’re watching videos, maybe an ad pops up and it runs for two, three seconds, maybe five seconds and then somebody skips ad, in a pay per view model, that’s not … It sounds like that’s not one that’s gonna carry a charge to the advertiser.

Bob Alesio: You got it, that’s right. And that’s part of what makes it interesting is you know, what you just described Michael is the idea is, and we probably know if you go to YouTube like you mentioned and you know, maybe you do a search or maybe YouTube’s offering up some video suggestions, you click on your choice. But before your video plays, you’ll see one of these pay per view ads kick off, and then like you mentioned, you have that skip ad option that’s served up pretty clearly. And so if somebody skips it, no costs are applied. But if somebody watches it, but not just for five seconds or ten or fifteen, but for thirty seconds or more, then Google will go ahead and apply a charge.

And so it goes back to you know, not only a captive audience but a captive and interested audience. So that’s what makes it really neat from an advertising standpoint.

Michael Epps Utley: So how does that work for the advertiser, how do they make sure that they’re reaching the right audiences with those ads? What kinds of things can they do to get their video ad in front of the right people?

Bob Alesio: Sure. So there’s a couple things that spring to mind. I think you know, the conventional approach if you will, and Google’s tools are really good here. So what you can do is you can do one of two things, you can either work up a list of key words and phrases that are very closely related to the videos subject matter. You know, maybe it’s a service, maybe it’s a product. So you work with these keywords, and then when you configure your campaign, you associate these keywords with the video and that gives Google the ability to process these keywords and then basically extrapolate who the best audience is gonna be for seeing these videos, and who’s gonna find it most interesting and relevant. That’s one part.

The other way you can target, is Google gives us a lot of tools and a lot of demographic leverage to pull. Gender, age, parent, not a parent, and then they have a whole list of different interests that you can check off. And then what you’re really doing is you’re building a profile of the viewer. You know, who does the advertiser want to see this video? You know, so then you can go ahead and build your audience that way too.

And the last way, and this is really compelling when it comes to video, is you can also create a remarketing audience. And what that means is-

Michael Epps Utley: Okay yeah, tell me what that means. What is a remarketing audience?

Bob Alesio: So a remarketing audience is pretty powerful stuff, and I’m guessing most people listening right now have experienced it even if they didn’t know what it was called. But you know, if you go then to a website, you’re looking at you know, a product, maybe you’re looking at a car, or maybe a power tool, maybe a piece of clothing. And then you leave that website and then low and behold, you start seeing ads for that same product around the web.

Michael Epps Utley: Oh, yeah.

Bob Alesio: Well with video, it’s the same concept. Except now, somebody’s been to a companies website, they leave and they’ve been you know, kind of tagged for the audience. They leave and they go to YouTube, and then they start looking at videos but now we can serve up the video expressly to them because we know they’ve already expressed some interest themselves in the product and the company.

Michael Epps Utley: So I can be on a website about high end hiking gear, so I could be you know, I don’t know if REI does this, but I could be on the REI website and you know, they’ve notified me with what their cookie policy is and then I’m on YouTube, and I’m scrolling through and I may see a pre-roll advertisement for REI workshops to go learn how to do a new skill.

Bob Alesio: You’ve got it, exactly.

Chris Raines: I have a quick question Bob. So I think a lot of people when they think about video, the immediately think big, they think Steven Spielberg, a big camera on a crane and you know, I’m just talking about maybe … Let’s talk about a mid-sized to smaller painting company here. The perception might be that listen man, I don’t … I think video’s great, I agree with you, we need to be doing it, but I don’t have ten thousand dollars or twenty thousand dollars to pay some video agency to come out and do a video for me. What have you seen out there for people that don’t have enormous budgets to spend to get in the door on video advertising.

Bob Alesio: That’s a great question, and it’s actually really exciting for me at least. And I think for most people when they learn about it, because I think that’s what’s different today, than say 20 years ago. I think you know, the way people consume information and I think it’s very different in the sense that people don’t you know, don’t get me wrong. High production quality, absolutely has a place. There’s no question about it. But I think online, you know, where video shines especially for a small to medium size business, and big ones too, even I don’t see them go this way as much, is you know, you can take something that has a very grassroots look and feel, and it’s less about the production quality and more about the information that you’re sharing. And I think today, people prioritize good quality information over polish. You know? Over you know …

Michael Epps Utley: Okay.

Bob Alesio: Over that look and feel. And don’t get me wrong, I think ideally to be honest with you, you’d have both. But I think you know, for companies that maybe don’t have big budgets, or maybe have limited resources, you know, you can get a lot of mileage out of a smart video.

Michael Epps Utley: Yeah, so Bob, you and I work together a lot on a lot of different campaigns all across the United States. So thinking a typical client for us would be someone who is offering industrial painting, industrial cleaning, and maybe they want to get the message out about some additional services like equipment painting. So what would be a good sort of approach, what would make a good video ad for them promoting equipment painting? Do they need to kind of think about the story arch, or the structure? You know, how long should they expect someone to watch? What do they do in that first five seconds to grab people?

Bob Alesio: Yeah, so I think to answer those questions, I mean you know, there’s no magic number. But I think you know, I’ve seen really successful video placements that are run anywhere from you know, 45 seconds to a minute and a half. You know? And I think a lot of it’s [inaudible 00:10:05] predicated on the video itself and how compelling it is, but it doesn’t have to be a long video. It probably shouldn’t be a long video quite frankly, you know? And I think in the case of say, an industrial painter, as an example, I think that’s where video’s really interesting. Because when you’re talking about services, I mean you could talk about product to, but when we’re talking about services, and really we’re talking about quality, and we’re talking about how the service is performed.

And the truth is, a lot of customers who need services, you know, they’re not the experts and they know that. But they want to have some confidence that the person, the company they’re reaching out to has done this before, they have the right equipment, you know, they really understand what’s involved so that you know, the customer’s not gonna be calling [inaudible 00:10:49] back in year or two or three later to redo the project. Especially with industrial where there’s you know, the projects can be big and investment can be significant. So video’s a great way of really showcasing your business’s capabilities. You know, and kind of what sets you apart. Because let’s be honest, on a webpage, it’s very easy for a company to stay clean, talk about you know, we do this, we do that. And I’m not suggesting companies aren’t honest, but what I’m saying is in the video, videos, you know … There’s not a lot of wiggle room there.

Michael Epps Utley: Right.

Bob Alesio: You know, you’re seeing it happen. [crosstalk 00:11:26]

Michael Epps Utley: It’s a window into what’s going on in a work environment that this company’s been brought into, and if you know, if there are a bunch of crazy things happening you know, ladders stretched out over open wells … People looking careless, mess, people are gonna see that. So video’s really sort of a window into hey, we’re you know, doing quality work here. We’ve got a professional polite looking crew, everyone’s you know, wearing their branded tee-shirts and gear and maybe even showing things like work is happening around a project and a lot of our clients focus on not stopping production or you know, no work stoppage. So yeah, video’s sort of a way to show not tell.

Bob Alesio: Right. Yep. And you know what I would share too briefly if I can just kind of talk about an example. And this is top of mind, ’cause I had this conversation this morning with an associate, and we’re talking about some videos that we’re looking to commission for, in this case, a large painter in California. And they do a lot of high end residential, and they do a lot of high end residential cabinet refinishing. And you know it’s interesting because working with all the painters we do, and you’ve heard this too Michael, a lot of home owners you know, they don’t always understand what’s involved in this case painting a cabinet, or standing cabinets to go in your kitchen or bathroom.

And so video is a great way, it’s less about educating the home owner because they’re gonna do it themselves, it’s more about providing education so that they understand how to be an informed consumer, find the best contract. And you know at the end of the day, if you as the advertiser fit the bill, great. Now they know and you can you know, really talk in more detail about what you do and why you’re different, and they have an orientation. I think that’s where there’s an opportunity for everybody.

Michael Epps Utley: So this video advertising is you know, we’ve talked about this with paid search ads. We’re not trying to get everybody through the door, we just want the right people who are a good fit for the services to become sales leads. So this is, so video is even a good way to sort of distinguish between the DIY crowd and to show hey, here’s a professional team, we’re gonna come in, we’re gonna disassemble maybe take them back to the shop, things that are fixed in place are gonna be handled this way. And really show people the professionalism and sort of the step change in perception goes from you know, oh this is some guy coming in, slinging a brush, over to oh wow, they’ve got you know, a ventilated paint shop or they’re taping things off and masking things properly and putting drop cloths down that look you know, clean and manageable.

So yeah, so again it’s that thing of attracting the right people, not everybody.

Bob Alesio: Right. Agreed. And I would just comment too in general that I think where video ads work best is they work best in combination with other types of paid media placements and or organic, for example.

Michael Epps Utley: Okay, so how does that work? That’s interesting.

Bob Alesio: Yeah, well I think because, you know it’s funny, if we … And I’m gonna talk about search for a moment. So you know, if we talk about search ad placements which we covered in episode 11, you know, the difference is when somebody’s searching for something actively, you know, they’re looking for it, they’ve already to an extent made up their mind. This is something that I want, now I’ve just got to find the right company. Now with video, what happens is it ends up being a nice compliment to things like search whether it’s organic or paid, because what happens is especially if we go back to that concept of remarketing Michael, where hey I’ve had some exposure to your company. I haven’t made any decisions, oh, look at this video.

So let’s pretend for a moment that somebody wants to get their kitchen cabinets refinished. They search, they click on an ad, they learn about the company, they read a little bit about the services, they leave. They then later on see a video by the same company talking about their process, what sets them apart, their craftsmanship. And I think that’s where those two placements really compliment each other and they help tell a story, right? And by a story I just mean they kind of complete the narrative. And it gives the homeowner in this case you know, an incentive and a reason to reach out and learn more about you know, how they’re priced, what they do, and if they can come out and get an estimate.

So it’s really kind of you know, working together versus videos [inaudible 00:16:03]. There’s very few silver bullets I think today, I think it’s really more about how do you integrate the different placements and strategies, you know, most cost effectively.

Michael Epps Utley: So you would say video advertising is a compliment to paid search advertising and other activities.

Bob Alesio: Yes. Correct.

Michael Epps Utley: Okay.

Bob Alesio: That’s a [inaudible 00:16:21] statement.

Michael Epps Utley: So everybody’s situation is different, we’ll wrap up with this. How, if people are interested in learning more about either paid search advertising or video advertising, but they you know, they’re not gonna get the information they need in a 15, 30 minute podcast episode, their situation’s unique. Should they reach out to you on your website, how should they reach you?

Bob Alesio: Yeah,, they can drop me a line direct. You know, 230 417 9933. And you know at any time, you know I think in general, and I think you hit the nail on the head Michael. It’s less about working together all the time, it’s more about answering questions and giving people options and seeing if paid search is a fit for them.

Michael Epps Utley: Well Bob, we’ll wrap up there and thank you so much and Chris, you wanna take us out of here?

Chris Raines: Yeah. Well I guess I can preview next episode.

Michael Epps Utley: Yeah.

Chris Raines: This’ll be episode 13 coming up. We’re gonna talk about … It’s gonna be all about the website, we’re gonna talk about the five elements of a high performing painting company website, so excited about that.

Michael Epps Utley: Great. Bob thanks so much, great to have you on the series. And we’ll do this again some time.

Bob Alesio: Likewise, always a pleasure Michael. Thank you.

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