YouTube ads allow businesses to connect with a massive audience and drive results. However, creating effective YouTube ads requires strategic planning and compelling scripts. The script is one of the most vital components of a successful YouTube ad. This article will provide an in-depth guide on how to write YouTube ad scripts along with examples and templates to optimize your video ads.
A YouTube ad script is the transcript of the verbal message and narrative of your video advertisement. It includes everything that will be said in the ad by actors, voiceover artists or presenters.
The script serves as the blueprint for bringing your ad concept to life. It should convey your core message, establish your brand identity and compel viewers to take action.
An effective YouTube ad script has certain key elements:
The script should communicate your messaging and value proposition clearly and concisely within the first few seconds. Quickly establish what your brand offers and why viewers should care.
Spark interest and enthusiasm by making an emotional connection with your target audience. Use language and ideas they can relate to.
Let your brand personality and voice come through in the style and tone of the script. This helps build familiarity and trust with viewers.
Include a solid CTA that tells viewers what action you want them to take after watching the ad, such as visiting your website, downloading an app or making a purchase.
Ensure the script aligns with the overall look and feel of the video creative and production style. For example, a humorous script fits better with animated explainer video styles.
Here are some effective YouTube ad script templates to help guide your writing process:
Introduce your product or service and highlight its benefits and features. Focus on how it improves people's lives and why they should buy it from you versus competitors. End with a CTA to visit your online shop or website.
"Tired of wrestling with vacuum cleaners that lose suction and break down easily? The new Cyclone Pro Vacuum is designed for maximum cleaning performance on all floor types. Its patented ultra-suction technology deep cleans carpets and hard floors without loss of power. The Cyclone Pro is lightweight, never clogs and comes with a 10-year warranty. Visit cyclonevacuums.com and get the only vacuum you’ll ever need! Cleaning made easy with Cyclone."
Build awareness by introducing who you are, what you stand for and what makes your brand different. Connect emotionally by speaking to shared experiences, interests or values. End with a CTA to learn more.
"At Mountain Trail Outfitters, we believe the wilderness is calling. Getting outside and exploring nature rewards you with fresh air, exercise and quality time with loved ones. We make it easier with perfectly packed hiking backpacks, durable tents and eco-friendly gear for all your adventures. Mountain Trail has helped families create memories for over 35 years. Answer the call. Learn more at mountaintrail.com."
Generate excitement and interest for an upcoming event like a concert, festival, conference or fundraiser. Highlight special guests, activities, experiences or causes and end with practical details like dates, venue and links for tickets or registration.
"Join us for the annual Blue Oak Music Festival July 15-17! Three days of live music from top artists across three stages including headliners U2, Lady Gaga and Coldplay. Enjoy local food trucks, craft beer, vintage vendors and activities for all ages. 15% of proceeds benefit climate change nonprofit Greenpeace. Get your tickets now before they sell out at blueoakfest.com! See you this summer under the sunny Blue Oak skies."
Follow these steps when writing your own YouTube ad script:
1. Identify Your Goals
2. Research Your Target Audience
3. Brainstorm Your Message
4. Choose Your Script Style
5. Write The Script
6. Time and Edit
7. Reflect Your Brand
8. Record and Review
Below are examples of effective YouTube ad scripts from leading brands:
“Tired of paying too much for high-quality kitchen items? Introducing AliExpress Premium Kitchenware. Get the same professional-grade pots, pans, knives, and cooking utensils used by top chefs for up to 70% less. Made from durable stainless steel and finished with rust-resistant ceramic coatings. Includes ergonomic handles and tempered glass lids. Shop premium for less at AliExpress.com."
This script promotes a key product line by focusing on quality and competitive pricing. It uses aspirational messaging around "professional-grade" items used by "top chefs."
"At Samsung, we're committed to bringing you the latest technology and innovation for the moments that matter most. Our smartphones and tablets keep you connected, our QLED TVs make entertainment epic, and our smart home appliances simplify your life. No matter what Samsung product you choose, our focus on groundbreaking design, performance and features will help you pursue your passions. Samsung. Do what you can't."
Samsung's script efficiently establishes their brand identity in tech and shows how their products deliver on that promise to improve people's lives. The tagline leaves viewers inspired.
"Calling all outdoor adventure and camping enthusiasts! Join us in the beautiful Cascade Mountains for the first annual Mountain House Backpacker Fest September 8-10. Spend an epic weekend hiking to breathtaking vistas, sleeping under the stars, and enjoying campfire cooking demos from REI experts and Mountain House's Derek Wolfe. Tickets include guided hikes, festival entry and meals catered by Mountain House. Claim your spot at backpackerfest.com before it sells out!"
This script builds hype for the event by highlighting desirable activities for the target audience. Name dropping reputable brands like REI and the spokesperson builds credibility.
Here are some additional tips for crafting YouTube ad scripts that deliver results:
Following templates and best practices helps craft YouTube ad scripts that engage audiences and deliver real business results. With compelling messaging and strategic writing, you can produce video ads people want to watch and take action on.
How long should a YouTube ad script be?
For skippable in-stream YouTube ads, keep scripts between 15-45 seconds max. For non-skippable bumper ads, limit scripts to 6 seconds. Brand video scripts can be 1-2 minutes or longer. Match script length to video format.
What's the ideal script format?
YouTube ad scripts should be formatted like a screenplay. Include scene headings, concise descriptions of action and dialogue for voiceover/actors line-by-line. Format scripts consistently in a standard font like Arial or Times New Roman.
How do you come up with a YouTube ad concept?
Study your audience and brand strategy. Determine campaign goals and a compelling message. Ideate creative concepts and hooks that fit the video ad format while supporting your messaging. Outline ideas in scripts to test and refine.
What makes a good YouTube ad title?
Strong YouTube ad titles are eye-catching and create intrigue. Use emotional keywords and power words viewers will search. Include primary keywords. Keep titles below 70 characters.
Should you script out b-roll scenes?
It's optional but can be helpful. Briefly describe key visuals, b-roll and scene setting: Close up shot of woman smiling drinking coffee on porch. Quickly establish visuals to pair with dialogue and reinforce messaging.
How can you A/B test YouTube ad scripts?
Make multiple versions of your script with different hooks, offers or messaging. Run them as separate ads targeting the same audience. Compare performance to determine the most effective script to scale up.
An optimized YouTube ad script is vital for video ads that engage viewers and drive business results. Following the strategies in this guide will help you write compelling, high-converting scripts tailored to your audience and goals.