July 14, 2025 • 51 mins
Everything is changing in digital marketing, with SEO becoming more dynamic and YouTube emerging as one of the biggest ways to build your brand. For those afraid of video marketing, now is the time to take the leap and establish a YouTube presence.
• YouTube content lives long-term, unlike other platforms where posts disappear within 48 hours
• The most effective YouTube ads follow a hook-educate-call to action structure
• Balance AI capabilities with human strategy to create marketing that stands out
• Create custom audiences by training Google's AI based on your ideal customers' behaviors
• Scale campaigns using the "tree method" rather than the "balloon method"
• Target specific users through custom intent, affinity, and URL-based audience creation
• Batch-film YouTube content monthly instead of trying to produce weekly videos
• Use AI tools like Opus Clip to transform long-form content into daily shorts
------
Guest Contact Information:
https://www.linkedin.com/in/alericheck/
—----------
More from EWR and Matt:
Leave a Review if it was content you enjoyed: https://g.page/r/CccGEk37CLosEB0/review
Free SEO Consultation: https://www.ewrdigital.com/discovery-call
One-on-One Consulting: https://www.ewrdigital.com/digital-strategy-consulting/private-consulting-session
—
The Unknown Secrets of Internet Marketing podcast is a podcast hosted by Internet marketing expert Matthew Bertram. The show provides insights and advice on digital marketing, SEO, and online business.
Topics covered include keyword research, content optimization, link building, local SEO, and more. The show also features interviews with industry leaders and experts who share their experiences and tips.
Additionally, Matt shares his own experiences and strategies, as well as his own successes and failures, to help listeners learn from his experiences and apply the same principles to their businesses. The show is designed to help entrepreneurs and business owners become successful online and get the most out of their digital marketing efforts.
Find more great episodes here: https://www.internetmarketingsecretspodcast.com/
https://seo-podcast-the-unknown-secrets-of-internet-marketing.buzzsprout.com
Follow us on:
Facebook: @bestseopodcast
Instagram: @thebestseopodcast
Tiktok: @bestseopodcast
LinkedIn: @bestseopodcast
Powered by: ewrdigital.com
Hosts: Matt Bertram
Disclaimer: For Educational and Entertainment purposes only.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
This is the Unknown Secrets of Internet Marketing,
your insider guide to thestrategies top marketers use to
crush the competition.
Ready to unlock your businessfull potential, let's get
started.
Speaker 2 (00:17):
All right, welcome back to another episode of the
Unknown Secrets of InternetMarketing.
I am your host, matt Bertram.
Everything's changing and Iknow I've been saying that, but
absolutely everything's beenchanging.
I recently got back from a SEOconference in New York City and
SEO is becoming so much more.
(00:38):
Everything else is blendingtogether.
It's all about building thebrand, and YouTube is one of the
biggest ways you can do that.
So I thought I would bring onnone other than our tech with ad
outreach that specializes inYouTube, as well as a lot of
other demand gen things, to kindof speak to how he sees
(00:59):
everything happening.
We can kind of bring thatknowledge together and then go
through for a lot of people thatare afraid of video.
Right, a lot of people areafraid of video, but now is the
time.
You know you've needed to do it, but now you need to take that
leap and you need to get onYouTube and I am looking in the
mirror also saying this, becausethis podcast, you are probably
(01:21):
a hundred percent listening toit on iTunes or Spotify, but
you're not listening to it, uh,on iTunes, uh, or Spotify, um,
but you're not listening to iton YouTube.
We do not have a YouTubepresence.
So, um, I need to be there aswell, and so, eric, I thought
you could, uh, help paint thepicture for everyone that knows
they need to do it, and we'veseen the rise of video, we've
seen the rise of YouTube, uh,but it's now not you need to do
(01:44):
it or you would like to do it.
You need to do it Right, and soI think that's where we are
today.
So I'd love to hear from youkind of what's happening, ai,
whatever's most topical to you,and kind of what's set the table
for the conversation.
Speaker 1 (01:58):
Yeah Well, thank you so much for having me on, matt.
I'm excited to be here and I'mdefinitely looking forward to
diving into all things YouTubeads, but also how AI is
affecting everything.
Like you said, the same way,it's affecting a lot of things
in the SEO world.
It's affecting all forms ofmarketing, and embracing it is
definitely an important thing,and knowing how to take
advantage of it and combine yourbest skill set with what AI can
(02:21):
do to create great things.
So definitely going to diveinto that.
I can talk about how to craftwinning YouTube ad scripts and
there's some AI ways that youcan actually be supportive of
that as well.
We'll talk about how to targetyour ads and how with ad
targeting right now on YouTube.
It's now about AI ad targetingand training the AI algorithm on
(02:42):
exactly who you're looking toreach with your YouTube ads.
So we're going to dive intothat, and we're also going to
talk a little bit about YouTubechannels and how valuable that
is.
I know you just brought that youknow some of that up too, but
you know, right now, if you posta piece of content really
anywhere else other than YouTube, it's gone in 48 hours, a few
days, but if you post on YouTube, you could have people watching
(03:05):
your video a year, two years,three years in the future and
it's a catalog of videos thatlive.
It's very similar to you know,there's such a big power in SEO
and I know that's changing andyou're on the cutting edge of
that but it's similar to that,like when you're building up
your articles and links and allof that.
It's similar.
(03:26):
On YouTube it lives long termbecause, while Google's the
largest search engine, youtube'sthe second largest.
So people are going to YouTubeto look to learn and creating
that content so organic contentand then, of course, reaching
people with ads.
So I'm excited to dive into allthe above.
Speaker 2 (03:43):
Well, fantastic.
Why don't you justcredentialize yourself really
quick?
I think we've set up for whatwe're going to talk about.
But I want to hear, I wanteverybody to hear who you are.
That doesn't know, and thenwe'll we'll just jump into it.
Speaker 1 (03:55):
Well, thank you, I appreciate that.
So you know, I've helpedthousands of businesses leverage
the power of YouTube ads andvideo marketing.
We train businesses and we alsodo it for clients as well
agency style, so we have bothsides of the business.
But I've been on YouTube foralmost 16 years.
In July, to be 16 years onYouTube, I started back in 2009.
(04:16):
I started when I was prettyyoung, so I was doing app
reviews, tech tutorials,teaching people how to use their
iPhone for the first time,built that up to over 600,000
subscribers.
I was doing that through highschool and into college and then
at that point, I discoveredthat there was a whole new world
to YouTube, which is YouTubeads.
So I figured out how to do theorganic side.
But I had all these apps thatwere sponsoring my videos and
(04:40):
they would pay me some money.
I'd post a video, they'd get abunch of downloads and they were
just doing it again and again.
But one day, one of the appssaid hey, how can we get more
people to see this video?
The video did really well forthem and I thought about it for
a second.
We said what, if, what, if?
And this was about a decade agonow and not a lot of people
running YouTube ads.
What if we run a YouTube ad?
(05:02):
It's kind of, you know, longstory short, the rest is history
Did really good for for thatapp.
You know, that was kind of whileI was still in college and then
, you know, from there I endedup graduating and went, you know
, full on into building out.
You know what ad outreach istoday.
It's been a great journey.
We've got a team of over 30amazing people and you know,
(05:24):
we've been on the Inc 5,000, uh,you know, we we hit it, you
know, several years in a row,including number 60.
Uh, and yeah, it's just beenamazing.
We've helped our clientsgenerate hundreds of millions of
dollars in revenue, uh, usingYouTube ads.
Speaker 2 (05:35):
So, uh, definitely uh , where are you based for
everybody listening?
Speaker 1 (05:39):
Oh yes, I forgot that I was.
I was talking else.
I don't always love talkingabout all this, but I know it's
important for a podcast.
You got to know who's sharing,who's speaking.
Speaker 2 (05:49):
Yeah, absolutely.
Speaker 1 (05:50):
Yeah, I'm in Austin, texas, so you can see kind of a
little bit of the downtown area,and, of course, if you're
watching this on video, there'sa rocket ship behind me and then
there's downtown Austin behindme.
Speaker 2 (06:10):
Yeah, because we are based in Houston, so we have a
lot of Texas listeners, so Iwanted to make sure that that
was mentioned.
So awesome.
Well, where do you want to getstarted?
What's changing?
What's topical?
How is?
Everybody thinks AI is hot andit is, and I don't think we're
going to have an AI crash likeeverybody thought with the
dotcom boom.
I think AI is real and I thinkit's impacting every aspect of
every component of businessacross the board, and I would
love to see, or hear from youhow you see it affecting, where
(06:31):
you see it going and how dopeople need to be thinking about
it.
Speaker 1 (06:35):
Yeah, I think the big thing is looking at how you can
utilize AI in all the differentaspects of your business to
complement what you do.
There's things that you doreally well, there's things that
AI does well, and you combinethem together.
I think it's a mistake oneither side to completely ignore
AI, and I think we all knowpeople like that although
there's now less of them, butthere's still some holdouts the
(06:57):
people that completely ignore AI.
I think the problem is they'rejust going to get out-competed
by the people embracing AI.
However, there are also theseother people that are, you know,
oh well, let's just doeverything on AI.
They don't have a human touch,they don't have a strategy
behind it and it's just kind ofempty, right, and I think that
that's going to be more and moreclear, because if everybody has
access to AI right, you know,it's like in the Incredibles,
(07:18):
right?
If everybody's super, then noone is right.
If everybody's super, then noone is right.
If everybody has access to AI,then what's the differentiator?
The differentiator is thoseoriginal things, but you can't
have one without the other.
Now you need to embrace boththe strategies, the skillset,
the human element and the powerof AI to supercharge and
turbocharge that.
(07:39):
I think that really is wherethe future is right now, and
that's what we're seeing onYouTube.
I'm sure I'm curious if you'reseeing the same thing, and then
I'm happy to dive into morespecific examples as well.
Speaker 2 (07:50):
No, I love how you said that.
Certainly, the faceless YouTubechannels, right, where they're
taking other people's content,they're spinning around, they're
watching it.
I find myself even watchingsome of them because the
content's okay and it's prettygood, but they're looking for
eyeballs and monetizing it.
But I think that right now andmaybe we'll see the shift that
(08:12):
people are looking for a trustedvoice and a human to follow and
listen to, because there's justso much more noise and I'm
seeing just everything sofractured and everything's so
noisy that, like consistency,right, and getting really
consistent, uh, that um partbecomes part of their habit or
(08:32):
their routine.
Um, and uh, what was it?
Uh, EOS on entrepreneurs on fire, or uh, um, he, you know, he
was one of the first to uh,every day, right, do a a podcast
and I'm going to get them on.
Um, I, I ran into him at aconference, but, but, but, but,
yeah, we, we gotta, we gotta,you gotta do that today.
(08:54):
Like there's, there's no, likecutting corners, right, like,
okay, you can, you can do allkinds of fancy stuff, but these
algorithms are getting smarterand and they're looking at how
behaviors happening, what peopleare looking at, and everybody
thinks that ads are listening tous Right, um, and I think it it
has something to do with whatyou're doing on one platform to
(09:14):
another and we can talk aboutthe multi-channel, omni-channel
retargeting and and how thatworks.
Um, but, like, people thinktheir, their phones are
listening to them and I thinkprobably in some of the terms of
service, some of them are okay,but but as a marketer right now
I don't have the ability to totackle when clients ask me hey,
(09:38):
like I want to just listen topeople when they talk about it,
show them an ad, and I'm like,well, that's not exactly how it
works.
Like, when you get thatquestion, alec, how do you
answer that?
And you dive pretty deep intosome omni channel retargeting
solutions.
Maybe you can speak to some ofthat to kind of open up the
conversation.
Speaker 1 (09:57):
Yeah, and that's the thing is.
It's there's so, so much thatAI is doing that people don't
even realize all the differenttracking points that these
platforms of course, the bigones, google and Meta, but
there's other platforms too.
But it's interesting.
And one thing I remind peopleto just think about the
(10:18):
capabilities is there's a reason.
Gmail is free, right?
Gmail?
And the billions of dollarsthey're spending on that.
It's not fully out of thekindness of their hearts.
Right, there's a lot of datathey're collecting and the thing
is it's not somebody going inand looking at your email.
You don't have to worry aboutthat, but the AI algorithms are
(10:38):
understanding, okay, who'scorresponding with who, what's
happening here, and there's justso much information.
And Google, you know, thelargest search engine, but then
YouTube, second largest.
So Google owns YouTube.
I know many people know that,but just to state that.
And then you know and then alsoGoogle Chrome, one of the top
browsers, although there's some,there's some stuff there that
(10:59):
you know if you're followingsome legislation that maybe for
us to divest from that.
But we'll see.
And because of this reason,because of all the data that
they have and all theinformation, and then Google
Analytics is installed on over52% of all websites online, so
that means the visibility thatGoogle has is just astronomical.
(11:19):
So there's all these ways thatyou could go in and target
people based on what they'relooking for.
So I'll get into some of youcould go in and target people
based on what they're lookingfor.
So I'll get into some of theframeworks for an ad in a second
.
But when it comes to the actualtargeting of an ad because I
think it's actually a perfectsegue, because we talked about
the combination of humanstrategy and AI Google has a lot
(11:40):
of these prebuilt audiencesthat you can already run on
YouTube ads and those are goodand they can get you some pretty
solid results.
But you can actually build yourown.
So everybody has access to thesame audiences that they've
built.
So they built kind of thesepre-built audiences, people
interested there's actually oneas a great example here people
interested in SEO and SEMservices.
(12:03):
That's one of their buckets,but that's such a huge bucket.
So, yes, you can reach somegreat people, but it's also a
really big bucket.
What could be better is you canactually create what are called
custom audiences.
So this is training Google's AI.
So instead of just saying Iwant to reach this really broad
audience, you could go in, andthere's a few different ways to
do it.
So one is a custom affinity.
(12:23):
That's where you can describeinterests that people have.
So you could have the interestbe SEO, but it could also get
even more granular, becausethat's pretty broad.
Maybe it's SEO for XYZ types ofbusinesses, right, or whatever
it happens to be.
Or local SEO, or how to improveSEO.
So these are people that areinterested in that.
(12:45):
You can actually build anaudience around that.
You can also take it one stepfurther and this is one of my
favorites is custom intentaudiences.
You can target people based onactual Google and YouTube
searches that they've done inthe past.
So this custom intent, youcould target people that are
looking up you know the best SEOfor.
You know for plumbers orwhatever happens to me.
(13:06):
Let's just use that as anexample and you can get very
granular and then, if you thinkabout that, you can have an ad
that maybe speaks to thatspecific type of client and you
could target people based ontheir searches.
You can even do what's calledURL affinity audiences, which a
lot of people don't even know.
You can do this, but you cantarget people based on URLs and
websites they're going on, soyou can actually put in specific
(13:26):
URLs and target people that aregoing to those sites or similar
sites with your ads as wellwith a URL affinity audience.
So there's all of thesedifferent audiences that are
just really powerful.
And tapping into Google's AI,but you're training the AI.
It's a combination of a humanstrategy of knowing okay, these
are what people are probablylooking up and then combining it
(13:47):
with uh, with the ai and whatgoogle knows, all the data that
they have and bringing thattogether is what helps the
results um be so powerful alec.
Speaker 2 (13:57):
I love the user based intent.
So I have a questionspecifically on youtube.
When you're running ads, okay,uh, and you know if you're
working with a client or you'redoing it yourself and you're
going to, you're going to turnthe ads up or you're going to
turn the ads down, right.
So you're training the, the,the machine learning, and I know
if you turn it off, it resets,right, um, but there's been some
(14:22):
discussion that I've had incertain groups about if you
change it by a certain amount it, it also affects it, right.
But there's been somediscussion that I've had in
certain groups about if youchange it by a certain amount it
, it also affects it Right.
And we see that with websites.
When you launch a new website,if you change it by like roughly
20 percent, it goes through aor there used to be like a seven
(14:43):
day audition period on YouTubeand like if that video didn't do
well organically, you know you,you might pull it down and
relaunch it.
I'm wondering how, on the adside and on the YouTube side,
how much they've changed thealgorithm to to better serve
users.
Speaker 1 (15:02):
Yeah, that's a great question and it's there.
There definitely is algorithm,or there's an?
That's a great question andthere definitely is algorithm.
There's an algorithm that'shappening in the background
that's determining how peopleare actually interacting and
reacting to the different typesof ads that are appearing and
also the targeting that'sworking and not working, and so
the campaign is getting betterover time based on the audiences
(15:23):
you put in.
Also the ad creatives.
There's a new type of ad whichI think we'll get into a little
bit later, called Demand Gen.
I know we were talking brieflyabout that before we hit record
here, but there's a new ad typewith Demand Gen that includes
different types of ads together.
So in-stream YouTube short adsnow are popular in-feed ads that
appear in the feed, other adsthat pop up in other places on
(15:45):
Google all into one campaign andwhat it does is it allows
Google to show ads to people atspecific times based on what
they think that individual userneeds to see.
So, for instance, somebodymight need to see multiple short
ads and then a long form ad toconvert.
For me, I don't quite useshorts as much, although we do
(16:07):
make a lot of Shorts and I'll goin there.
I'd like to see what's going on, but a long form ad or an
in-feed ad.
So for me, maybe a regularYouTube ad like an in-stream ad
and then maybe a podcast withthat person.
By the way you can do it'sreally interesting you can go
(16:30):
and run long form videos in feedads so you could take a short
you know, two minute longregular YouTube ad that gets
people interested.
Then if you have a longer formpiece of content, you can have
that appear in the feed.
Or if you have a 60 secondshort, you can have that appear
in shorts and Google will know,based on that user's behavior
and the way they've convertedbefore, what ads to show the
person, to take them on a buyingjourney, to get them to the
destination.
So I know that was a long wayof kind of answering the
(16:50):
question.
I also want to make sure Ifully answer the question, but
there's a lot that's going onbehind the scenes with ad
optimization.
Speaker 2 (16:59):
So to just put a point on it and however you want
to answer it, but a lot ofquestions we get is like, okay,
we're running, we're going tobuy this this many impressions
over this amount of time for aclient, like we're going to do
an ad flight, right, and then atthe end of it I a lot of times
recommend we really shouldn'tturn it off Right, cause we
we've trained the AI, we'velearned a bunch of stuff and if
(17:22):
we stop it to go launch anothercampaign, right, we're having to
start all over again.
And so I really recommend kindof trying to keep that spend.
Or, if we are going to turn itdown, have you seen any kind of
thresholds?
Or you know it might not beanything definitive, but just
kind of how maybe even you do itbecause you know that you're
(17:45):
going to run a new campaign oryou're going to run another ad.
I've seen people replace, likethat ad right With with the new
ad, which you know it.
It changes how people interactwith it.
But you can build on that pastdata Like what are your best
practices, I guess, around adspend and launching new
campaigns?
(18:06):
Once you have a campaign, let'ssay that's working Right and I
think the biggest uh, I don'tknow detriment that that people
have is, uh, they run somethingthat's working and then it's
working and then they wantsomething shiny and new and then
they change it and then thatdoesn't work as much as what was
working before.
It's like you, just if it'sworking, you might want to build
(18:28):
on top of it, but you might notwant to stop what it is you're
doing that's currently working.
So I would love some frameworksaround that.
Speaker 1 (18:33):
Yeah, and I actually I've got a full framework, but,
yes, I definitely want to diveinto that side of things.
So, in terms of makingadjustments, it's all a part of
the overall ecosystem of that ad, so you have to be intentional
around it.
What we've found is you want tokeep those adjustments a little
bit smaller, so like whatyou're saying, so a little less
than maybe 25% adjustments.
We've found that there's a lotof issues with scaling campaigns
(18:56):
down.
I don't know if Google, if thisis a conspiracy or anything, I
won't comment on that, butincreasing a campaign it's a lot
.
So where things mess up is morelikely if you're decreasing the
spend than increasing the spend.
That said, if you increase itfar too much, it doesn't get as,
(19:17):
because sometimes when youdecrease it, things just get out
of whack.
It's weird when you increase it, sometimes what you do is you
accidentally increase it beyonddiminishing returns.
Or when you increase it,sometimes what you do is you
accidentally increase it beyonddiminishing returns.
Or if you increase it all atonce, it just goes back into a
learning phase to try and figureout how to deal with that
increase.
So what I would say is, whenyou're increasing, you can be a
(19:41):
little bit bigger on theincreases, but still should keep
it in a general range.
Maybe that might be like a 25%or something like that, but when
you're decreasing, it's prettytough to decrease a campaign and
then have it perform.
You're actually almost betteroff relaunching that campaign.
Now we're seeing some differentthings with demand gen, so it
(20:04):
might be a little bit different.
But what I will say is the wayI like to think about these
campaigns is scaling them like atree.
Most people think aboutcampaigns like a balloon, and
this is the problem.
They have one campaign thatworks really well.
You know what I'm about to saywith this.
They have one campaign thatworks really well.
And they start, you know, justincreasing it and increasing it,
(20:25):
and increasing it andincreasing it until eventually
it pops.
But they don't put all theireggs in that basket.
What you should do instead istreat it like a tree.
So you have all these littleseedlings, some of them start to
sprout.
Okay, great, this tree isgrowing.
Let's take care of it, let'swater it, let's give it the
attention it needs.
It's going to grow and you wantto do those incremental
increases.
Maybe it's a, you know, andagain, you know, maybe it's less
(20:47):
than this, but it could bemaybe 25% increases.
And you're doing that.
You know that, every few daysor every week, and you're
increasing it, and that'sexponential too.
So it starts to grow more andmore.
But then what you do is youdon't have to.
Let's say, you really want toramp up even more than that.
Well, what you can do is you cancreate tree branches, and so
you can essentially duplicatethat campaign and change
(21:08):
something about it and create asplit test, a different branch.
So one of the things could betargeting some new audiences,
similar to what you found work,but new, they're different.
One of them could be testingnew ad creatives, so different
hooks, or a different call toaction or landing page that you
send people to, and so youcreate these different
variations and so you have thebase of the tree that you're
(21:30):
growing.
Then you have the branches, andsome of them will perform well.
Great, let's create morebranches.
Some of them might not performas well, as you prune it off and
you can just turn off thatcampaign, and so you essentially
end up with a family tree ofcampaigns.
That's far more stable, becauseif any one of these branches,
or even the original trunk,isn't where it was before, then
(21:54):
you still have these othervariations that are holding up
your overall account.
Speaker 2 (22:00):
I love the tree analogy and I've heard a number
of different tree analogies.
It's a great one to consider,and also the watering of a plant
and taking care of it.
I think there's some real, realvalue in that.
All right, so, based on kind ofthe, the arc of the, the, the
podcast, where, where do youthink you want to take the
conversation next?
I'll, I'll hand the baton toyou.
Speaker 1 (22:21):
Oh, I appreciate that .
So I think you know what couldbe really valuable is just
really quickly explaining whatthe components of a winning
YouTube ad are.
And then also, I'm happy todive a little little bit deeper
into demand gen or some of theother things that we're seeing,
or any other more advancedquestions that you have.
But in terms of, I do thinkit's valuable, though, for
(22:42):
everybody to know how to craft awinning YouTube ad.
That's a big question that Iget asked.
Now, of course, there's newformats for that Right.
So I'm going to start bytalking about the standard
in-stream ads.
Those are the classic YouTubeads, and still a lot of the
inventory is that that peopleknow about.
Now, what I found is, unlessyou're a gigantic mega
(23:03):
corporation which I don't thinkare the people listening to this
what you want to do is you'relikely looking for direct
response, not branding.
You're looking to actually havepeople take action and convert
and become clients, and so whatwe found the best for that is a
value ad.
That's a little bit longer.
It's about two to three minuteslong.
Google does like to see subthree minute ads, but we've
actually found that sweet spottwo minutes to two minutes 59
seconds.
(23:23):
That's a really good area.
Now, sometimes you have adsthat are longer and they can
still work.
This might not be showneverywhere, but a two to three
minute long ad.
And this ad has threecomponents as a hook that draws
people in, it educates, itprovides real, genuine value,
and then it has a clear andconcise call to action of where
to go next, what the value isand why they should do that.
The big thing that's differenthere and I'll give some breaks
(23:45):
down to each of these is theeducate section and the value,
because that's the thing a lotof people leave out.
We've all seen plenty of adsbefore where people kind of hook
you a little bit and it's like,oh, you know what if you could
solve this problem?
Or do you have this problem?
And then they say, okay, go buymy solution, but you're not
actually providing value.
(24:05):
We've been trained to tune thatout On YouTube.
People are looking to learn, andso you want to, or they're
either looking to be entertainedor to learn, and we want to
target the people looking tolearn.
So you know, and and when wetarget those people, we can get
in front of them with an ad thatactually educates.
So let's you know if we use youas an example.
You know, I know you do a lotof stuff in the SEO world.
(24:26):
So imagine somebody is lookingup and they're trying to figure
out you know, okay, how do I doSEO, and they're looking that up
on YouTube, or they're lookingat that up recently on Google,
or they've gone to a site.
Now they're, or they'rewatching a video related to that
.
You get in front of them withan ad and in that ad you hook
them in, so you pull them inwith you know a way that you can
(24:48):
really capture their attentionright.
So the things that you knowabout SEO are all changing and
what I want to do is I want toshare some of the biggest things
that are working right now inthe world of AI.
Just use it as an example.
Then, if you say point numberone, point number two, point
number three and here's why thisis so important, especially
right now with the shift to AIand so now you're teaching, so
(25:09):
the people that are actuallywatching that are building their
know, like and trust of you,and then at the end you say and
there's only so much we cancover in this, you know, two
minute ad or three minute ad,and so I actually put together a
full training or a PDF or aguide for free when you click
the link right here on thescreen and you can get access to
that.
Now, what are they going tobelieve about that training?
(25:30):
That they're going to get morevalue, and you know you're going
to deliver more value.
But the reason they believethat is because you gave them
value in the ad as well.
Speaker 2 (25:37):
No, I, I, I totally agree with that.
I think that we're in kind of atrust recession or a deficit
right now.
Um, because everybody knowswhat a funnel looks like and
anytime anybody sees a funnel,they're just like oh, you know,
and we've, we've fallen for itand we've bought in the thing
and everybody's dangling thisthing out there, that that's
solving it.
(25:57):
I can actually tell you, aboutfive years ago, I wrote a book
called a build your brand maniaand it was almost kind of a play
on how bad it was thateverybody was offering these
solutions on Instagram that werelike you know, it was a bunch
of 16 year olds, you know, andthey're just like hey, I'm going
to help you grow your business,like hire me, like I've done
(26:19):
XYZ and I'm like I don't knowabout that and I was.
So I mean, we've been goingthrough this for a while.
I actually think, from what I'veseen, a lot of the things that
worked here really well five orsix years ago work great outside
the U S.
Right, like, I think we're likethe leader and uh, how people
(26:44):
use online, and so a lot ofthese tactics are I'm seeing on
a a multinational level.
Uh, happen, right, and um,there we're.
We're getting a lot of callsfrom Canada and Australia and I
think Mexico is reallyinteresting right now and a lot
of these tactics that used towork work, but the things that
used to work don't work anymorehere.
And I like what you're sayingis, well, you've got to give
(27:08):
value up front, they've got toknow that they can have that.
And then you're giving them ataste and you're saying, hey,
would you like a little bit more?
And you're, you're trying tocreate behaviors.
Now let's flip it.
That's from maybe like aconsultant, coach or maybe, you
know, let's talk a biggerbusiness.
How does a bigger business like?
Give me a case study of howthey should be, maybe using
(27:29):
YouTube today, using YouTubetoday.
Speaker 1 (27:31):
Yeah, see, that's a great question as well.
And we work with different, youknow, bigger business as well,
especially, a lot of times we'lltrain internal teams of those
types of businesses.
So they have their own mediabuyers, they have their own ad
teams, and it's actually one ofthe things that we've had the
privilege of being able to workwith some of those bigger
companies, because we do thetraining as well.
So we have some clients, we dothe ads for them, and then we
also have clients that willtrain, and so what I've seen
(27:53):
with those companies is there'sa lot more focus on how their
overall brand is felt, both onthe front end and the back end.
So, you know, and even softwarecompanies it's really
interesting where you wouldthink, at a smaller scale,
they're really focused on what'stheir conversion, you know how
many new like trials or leadsthey're bringing in.
But at a bigger scale, whenthey're at, you know, one of
(28:15):
these bigger companies, whatthey're also thinking about is
what's our overall brandperception and long-term use of
the software to prevent churn.
So there's a whole differentarea, and so some of the big
things that I would say and thatYouTube is really good at is
lifting up a brand, and sothere's a couple examples of
(28:37):
that, so I'll give a few.
So one is just, in general, thestandard YouTube ads.
The video allows you tocommunicate a message more
clearly.
So getting that in front ofpeople in the consideration
phase is really good atelevating what you know Google
will call brand lift and theyrun studies along those lines
(28:57):
and we've had some clients thathave done stuff like that as
well.
We haven't really done as manyspecific brand lift.
That's more of a Google thing.
They'll do these advancedstudies.
Speaker 2 (29:05):
Facebook does that a little bit too right.
They do brand lift.
Speaker 1 (29:10):
Yes, we do that too, Exactly, yeah, so yeah, Facebook
is doing that as well andGoogle's doing that, so they'll
basically be able to see, okay,how much are people you know
increasing their search volume,you know for a particular
business but it's the biggerbusinesses that usually care a
little bit more about thatversus, you know, smaller and
mid sized businesses oftentimesare kind of targeted more
(29:32):
towards their direct conversionsor leads or sales or return on
ad spend, but that's one areathat you could do, because it's
going to have people see yourbrand in a positive light.
The other thing that's reallyinteresting, though, because
some people know that, but whatsome people don't know is that
some of these bigger companiesare also looking at how people
(29:54):
perceive them, even afterthey're a customer right, and so
you know and that's actuallysomething that we, as you know,
smaller, midsize businesses canactually take into consideration
in a more, maybe, budgetconscious way, but looking at
the people that come in, andthere's a marketing journey that
can happen to those people too,because at a certain point in a
(30:17):
business like a softwarebusiness, you're looking at
churn.
In an e-commerce business,you're looking at reorder rates,
and so there's, I think, in alot of smaller and mid-sized
businesses, there is more andmore people doing retargeting,
which is awesome.
So you got your cold trafficreaching new people retargeting,
which is awesome.
So you got your cold trafficreaching new people, retargeting
, getting people to take thatfirst action, but a lot of
(30:37):
people stop once people convertand buy or become a client or do
whatever or sign up for asoftware.
But that's where there's adifference.
There's more full funnelmarketing on the back end of
bigger companies, and that'sactually something that we've
been looking at and we'vestarted implementing a little
bit of that as well.
You know ourselves Now smallerbudgets, but once somebody even
(31:02):
becomes a client or has astrategy call because actually
that was a big area you know, ifpeople book a call with our
team at one point, most of ourcampaigns all turned off at that
point and but you know, maybe acouple of years, maybe a couple
years ago, I realized, wait asecond, these are our hottest
potential people, especially ifthey haven't made a purchase
decision yet, and so, um, and sothat shift, uh, was positive.
(31:25):
But sometimes it's hard to seethe direct roi.
It's more anecdotal, right,because you can see, um, maybe
sometimes campaigns you can seeokay, they saw this campaign,
they click this campaign.
You can see, maybe sometimescampaigns you can see okay, they
saw this campaign, they clickthis campaign you can get the
tracking and then see a clientcome through.
That being said, if you have alot of campaigns in there, the
other ones aren't all gettingattributed, but it's a part of
the journey and so that's reallyinteresting thing.
(31:46):
So I think the bigger you growas a business, the more you can
look at that.
But there's still things thatyou can take away as a as a any
size business from that type ofstrategy.
Speaker 2 (31:57):
So I want to dig just a little bit deeper.
Okay, so there I'm.
I'm seeing YouTube as a greatalternative, from a brand lift
standpoint, to to billboards orterrestrial radio.
Okay, cause, cause, you get thevideo component to it and it's
a lot more targeted than abillboard.
We're doing some digitalbillboards and stuff like that.
Cause, cause, you get the videocomponent to it and it's a lot
more targeted than a billboard.
We're doing some digitalbillboards and stuff like that
(32:18):
and you can get some attribution, but it's much better when you
got somebody on a device.
Right, when you're working withthe bigger brands, have you seen
specific KPIs that maybe, like,the CMO is looking to target or
like, how are they framing itup of?
Like, okay, we're looking atbrand lift, we're doing a lot of
(32:40):
different things top of thefunnel.
How do you present YouTube tothem?
And, like, if they're a biggerbusiness and they're trying to,
they're looking for just youknow, do we put more money in or
do we decrease the money?
Like, what's the button we push?
And that's the cool thing aboutads versus SEO is you can track
it a lot better.
(33:00):
I'm curious what are thosemetrics if a bigger company was
looking for it and they wantedto add a significant spend on
YouTube.
To break it down to theexecutive summary.
Know, executive summary likewhat are the things they need to
look for?
Speaker 1 (33:17):
Yeah, and just to clarify too, we we are working
with more companies in the smalland midsize.
So we do have some that are inthe bigger size and I'll speak
to that, but I also just want tomake sure I don't misrepresent
that we're all day long workingwith these bigger.
You know companies all the time.
You know we definitely havehave some that we've worked with
and it's always a really greatexperience to be able to do that
(33:38):
.
What I would say is andactually it's interesting
because we've worked with themover the, you know, over time
and more and more they're alittle more interested in the
direct return, I think,especially over the last like
couple years and as tracking hasgotten better and things like
that.
That being said, they'relooking at that.
They're also more they knowtheir numbers better if they are
(33:59):
looking for return, and so evenif you look at companies that
are software or e-commerce oreven in the lead gen or expert
in coaching space, oftentimesthey're more willing to have a
loss leader on the front end,like a low ticket offer or a
e-commerce product where theywant to scale.
(34:20):
They're not necessarily lookingat how can I get the biggest
return on product one?
They're saying, okay, we canacquire this first product at
breakeven, or sometimes even ata loss or at this margin, and
then we know the long tailcustomer, here's what's going to
happen.
So they know their numbers alot better, which makes it, you
(34:41):
know, which allows them to makemore informed decisions.
And then, that said, it'sactually kind of funny, it's a
duality.
So, in one degree, they knowtheir numbers really well.
On the other degree, they'realso willing to spend on more
branding and they alsounderstand the the line item of
that, and so that's where theymight do more things like brand
lift studies or things like that.
(35:02):
And that's where they're goingin and they're saying okay, our
goal is to get in front ofpeople like this.
they know who their ideal clientis and then at that point
they're looking at more of themetrics of the people that are
watching those ads, the peoplethat are then going into Google
and searching for their brandafterwards.
Are they able to spend acertain?
(35:23):
They come with a budget in mind.
Hey, I've got a budget we wantto allocate to this.
One other example is anothercompany that we recently started
working with in construction,so kind of like a bigger
construction company.
It was interesting becausethat's not necessarily a direct
you know they're looking for Irun this ad, I get this dollar
(35:43):
amount tomorrow or this week orthis book call, but what they're
doing is they're expanding intoanother geographic region.
So their goal so I think thisactually very specifically
answers your question their goalis they're moving into a new
city and they want to blanketthat new city.
Youtube ads instead of, becausepeople aren't really watching
the TV, as you know in the past,and they're also not really
(36:06):
listening to the radio.
So where are people going?
Well, yes, there are peoplegoing on Facebook, but there's
also a lot of people on YouTube,and YouTube, especially for TV,
is like that new TV ad whereFacebook's maybe the new
newspaper ad Right, um and so onYouTube.
Uh, we have the ability.
And what one thing that wasimportant to them is YouTube ads
on the TV, because it's the oldschool branding style you can
(36:28):
run YouTube ads on the TV.
It's one of their fastestgrowing placement types.
Youtube watching, youtube videosand streaming and this is, by
the way, any type of YouTubestreaming.
So it's YouTube has somethingcalled YouTube TV.
We're not talking about that.
We're talking about, like,streaming videos on YouTube is
now one of the top few streamingplatforms and I don't want to
(36:49):
miss, because they kind of goback and forth between Netflix
and, like I think it's Disney'sthe other one, and then and
YouTube, and they're in that youknow, top category for watch
hours, actually streamingcontent, which is crazy to think
about that.
You know people are watching itright up there with with
Netflix and and and a lot morethan primetime TV viewing.
(37:10):
And here's the thing NowNetflix is testing some limited
ads, you know so, in fairness,Disney Plus too.
Speaker 2 (37:17):
Disney Plus, you know , it's pretty cool.
Speaker 1 (37:20):
They're doing more too.
So they're doing more, but thetargeting capabilities aren't as
strong as what.
Google and YouTube can do it'sclunky.
Based on all of their Googlesearches and all of that.
So that's where you know, forinstance, that client is excited
to get on YouTube TV of thepeople in that city to let them
(37:42):
know that this new constructioncompany is there, and they also
they have specific people thatthey care about.
So obviously there's going tobe targeting, but they also just
kind of want the city to knowwho they are, which is a
different perspective than youknow maybe.
Maybe other people that mightsay okay, I really only want to
get in front of and it's neverperfectly, but I want to get in
(38:03):
front of these ideal clients andgenerate this return.
They also have this kind ofeffect of saying well, you know,
they want word of mouth tospread right.
Oh, I'm, I'm, you know, andthey'll, they'll work with more.
They want word of mouth tospread right.
Oh, I'm, you know, and they'llwork with more.
They do commercial andresidential right, so they'll do
construction projects.
So if somebody's like, oh, hey,I'm getting like a pool, you
know, put in or whatever, theywant people to say, oh, did you
(38:26):
hear about so and so.
So it's interesting, it's aninteresting perspective.
Speaker 2 (38:35):
Yeah, no, I think.
Let me ask you the brand liftstudies.
Those are like 20 grand, though, right, have they changed that?
Do you have to spend, like todo you got to spend the 20 grand
to do one of those?
Speaker 1 (38:43):
Yeah, so there's, and my team would know more of the
specifics on that becausethey'll deal more on the
day-to-day with that.
Just for full disclosure.
But there is a cost to it.
But sometimes Google will do itfor like it depends, like,
because sometimes if they have abigger client and you have like
a rep, they might do it as well.
But I'd have to get thespecifics on that.
(39:03):
Like I said, we haven't done asmany of those you know but, that
is something that Google can doand they can say okay, what's
the, what's the lift that?
You know, that happened withthe purchase To bring it back.
Speaker 2 (39:14):
Everybody is knocking on Google right now and the
share price is tanking.
People don't understand.
Youtube is the number one placethat people are spending the
most time and they have moredata than anybody else.
And Gemini, the LLM they have,is absolutely advancing at an
accelerated pace, and so I justdon't know how people are
(39:38):
knocking on Google.
And there is some antitruststuff going on, and my mom was
one of the first employees ofMicrosoft and so we went through
like that when she was workingthere, and it could definitely
change that.
Well, I know we have limitedtime here.
I would love to cut to whereveryou think we can create the
most value for the listener.
(39:59):
Where do you think we shouldtake the conversation from here?
You know there's a lot ofthings that you said that we
could go over, and I would.
I would love to have a littlebit more time with you, but I
know we're running close on time, so let's just dive into some
real, I guess nuggets.
You're talking about adstructure, how to set up
(40:22):
campaigns, anything that youwant to share.
I'm going to kind of turn itover to you for, let's say, the
next 10 minutes and just knockit out and then we'll wrap up
really quickly at the end.
How about that?
Speaker 1 (40:38):
I love it and here's what I can do.
I'm just going to give a fullplaybook on what I'd recommend
for YouTube ads and YouTubechannel growth and, even though
it sounds like a limited amountof time, I think there's a lot.
It would be like a challengefor me.
I can hit and then I'm also freegift as well that has a like a
full, like 19 page PDF that mapsout our YouTube ad strategies,
like a checklist, and thenthere's like a training with
that too.
But basically what I wouldrecommend is there's the YouTube
(41:00):
ad side, the YouTube channelside.
I'm gonna touch on the channelside in a second, but we'll
start by talking about the adside.
So what I recommend doing iscrafting a YouTube ad that has
at least three different hooks.
So you wanna test differenthooks, two educate sections and
one call to action, and so whatthat's going to give you is six
different ad variations, whichis a good amount to test in an
(41:22):
individual campaign.
You don't really want to havemuch more than that because it
won't really and that's kind ofon the higher side of the number
that you want to put in there.
But you can.
You know, usually like three tosix videos you can put in one
campaign to test and see whichangle is going to work the best,
which educate section, and thenyou'll trim away what doesn't
work as much like pruning thetree.
But basically what we're goingto do is the hook, educate, call
to action, Three hooks.
(41:43):
You just film the hooks back toback.
What are the hooks?
Think of something that's a bigaha moment, a crazy statistic,
something that your idealclients need to know.
They need to hear about,something that, when you say it,
it stops people in their tracks.
Think about your ad like anelevator pitch.
This is a great way todepressurize the ad and actually
start thinking.
(42:03):
Oh, wait a second, you actuallyalready know what to say in an
ad.
Think about it like an elevatorpitch, which, by the way, also
now AI can help you brainstormthis even better too.
So there's strategies there,but basically, what you wanna do
is think about that, that hookat the beginning as something
that's gonna really capturetheir attention, a pattern,
(42:25):
interrupt something that'sinteresting, a fact, a myth that
you can bust about yourindustry, uh, and create three
of them, Cause we're going tosplit test them.
Then, for the educate sections,there's two versions that you
want to do.
So you got three of thesedifferent hooks.
You had to educate sections Oneteach briefly on three things,
Like I said before so thing,number one, thing, number two,
number three.
The other, teach, uh, maybe forabout a minute, a minute and a
(42:46):
half, on one thing that you cango a little bit deeper into.
That maybe is the biggest thingthat you just find yourself
just teaching people, right,Like you just find yourself
sharing, um, you know, withpeople who aren't potential
clients.
If you're having a conversationlike, what are you going to
share, what do they need to know?
And then the call to action atthe end, that's going to be the
same.
That's where can they go, youknow, into your funnel to learn
(43:08):
more, to work with you, to takeaction, to purchase.
And this same strategy, by theway, applies to any type of
business.
When it comes to a product, itwould be three things about the
product, or one keydemonstratable, you know, kind
of demonstration.
So the same thing applieswhether you're doing products or
services, or coaching orconsulting.
And so you film each of thehooks individually.
(43:29):
You film the two educatesections individually and the
one call to action.
So you do all together sixtimes.
You film the hooks, the educate, the call to action.
It feels like you filmed twovideos, but you end up with six
videos when you edit it alltogether.
Then we take that video and youtarget the right people with
your YouTube ads.
(43:49):
Now, how do you do that?
You want to find what peopleare searching for on Google
searching for on YouTube URLsare going to all of that.
Now I actually created my ownAI ad targeting software called
keywordsearchcom that canactually do a lot of that for
you and we'll talk a little bitabout some of that stuff later.
But there's a full seven daytrial so you can even do for
(44:11):
free some of the stuff I'mtalking about just at the
beginning, even in the trial, soyou know.
But basically that will findwhat people are searching for on
YouTube, searching for onGoogle URLs, and it has a one
click sync to Google ads so youcan just choose which audiences
you want and then sync it overto Google ads.
There's more details in the PDFthat you know I'll share to kind
of break some of these thingsdown.
But basically that's the way tothink about targeting.
You can, of course, build theseaudiences yourself.
(44:32):
It's based around you know whatpeople are searching for on
YouTube, searching for on Google, you know affinity, so we
describe them or websites orURLs that they're going on, and
I'd recommend building out aboutfive different types of
audiences.
Now, ideally you can launchmultiple campaigns and have a
few different like audiencestogether in a campaign, so
(44:54):
you're not doing just all thedifferent types, because
sometimes the affinities getmore spend than the custom
intent.
So I'd separate those.
This is getting a littleadvanced.
The PDF talks about some ofthose advanced tactics, but
basically let's just say you'relaunching like one core campaign
.
You would then have a fewdifferent audiences.
So you have the few differentvideos, few different audiences.
(45:14):
You launch that campaign, youtreat it like a treat, You're
nurturing it, you're taking careof it, you're pruning it.
So if there's videos thataren't converting as well,
turning those off, there'saudiences that aren't working as
well, turning those off.
And then, once that's workingand you trim it down, then you
can start to scale up.
And you scale it up more slowly, maybe 25% increases, like
you're kind of sharing andsimilar in that I would say.
(45:38):
And then what you can also dois create branches.
So duplicate the campaign,create variations, new videos,
new audiences.
The audience is the easiestnext step, because videos you'd
film more, but new audiences iskind of the next easy step and
you test a few variations andthen from there you're gonna
continue to refine and scale andtest and iterate.
(46:02):
So that's the recommendation ofthe YouTube ad side and I'll
give that PDF that breaks thatdown.
When it comes to YouTube channelgrowth.
There's a very simple YouTubechannel strategy that can really
help you see success long term.
But it's a long game, so yougot to commit.
So the ad strategy is moreinvesting a little bit less time
but more money, Whereas thechannel strategy is less money
(46:25):
but more time, Right.
And so you do kind of have tocommit and I really recommend,
if you're going to go intoYouTube and you want the channel
side to be the strategy as well, I would say commit yourself to
a year of that and a video aweek, but you don't have to film
them a week.
What I like to do and what Irecommend to clients if they're
going to go into YouTube channelwhich, by the way, you don't
(46:47):
need to build a channel to seesuccess with ads we have plenty
of clients that never want to doa channel.
They just run ads and it works.
So that's a question a lot ofpeople ask.
But on the channel side, whatyou can go and do is pre-batch.
Either there's a monthly or abi-monthly strategy.
So either once a month you spendabout an hour or two
(47:11):
brainstorming ideas for yourvideos and mapping that out and
then writing outlines of ascript.
You don't have to write thewhole thing, but just kind of an
outline.
And then you spend a half a dayfilming four videos, four or
five videos, video, video, video, you know, and you film each of
these and you're going to getthe hang of it over time.
To be confident on camera, youwant to speak to it as if you're
(47:33):
talking to a friend on Zoom orFaceTime.
That's the trick and you filmthose videos and then you have
an editor and they're so.
Ai can now edit too.
It's incredible, but you eitheruse AI or have an editor create
those videos and then you spacethem out once a week and then
(47:53):
you also feed it into AI, a toollike Opus Clip.
That will turn it into shortform content and you do daily
shorts and at the bottom of theshort you can link a related
video.
You link the related video tothe long form video and that's
your full YouTube strategy.
It takes you maybe a littlemore than half a day, including
the planning, or every othermonth you could just do a full
(48:16):
day.
So you do some planning andthen you do kind of like a
longer content shoot and youfilm eight or nine videos,
however many you need for thenext two months.
Um and uh, and then then youjust batch them out.
So it is a time commitment, butit's not as crazy as people
think and I also reallyencourage don't just try to do a
video every week.
You'll burn yourself out Ifyou're filming a new video every
(48:36):
week.
I'd highly recommend having afilm shoot every month or every
other month.
Speaker 2 (48:48):
Awesome.
Tons of value, massive value.
Alec, heck everybody.
Alec, I have one quick questionbefore we go.
You brought up Opus Clips.
Have you done any testing onutilizing just a straight Opus
Clip video versus DaVinci or anykind of like other editing
software like?
Or is it all about the content,or does you know the AI
generated stuff that Opus clipsdo?
(49:08):
Is that enough, or have youseen a differential?
I'm just curious.
Speaker 1 (49:12):
So that's a great question.
We've tested Opus against someother platforms.
I don't know if we've usedDaVinci, so I'd have to look
into that one, but I know we'veused some other platforms as
well and we found that Opuscreated some of the best, or at
least they're top rated.
One of the things we reallylike is it ranks the videos and
then it says these are the onesthat we think has a virality
score.
What I would say is videos thataren't edited like that, that
(49:38):
are filmed just as regularshorts do, tend to perform
better.
However, it's better to havesomething than nothing and it's
not going to harm you by havingthose shorts.
We actually do both, so we'lldo shorts that are filmed kind
of the classic way just pick upthe camera or pick up the iPhone
and record and then we'll alsodo the AI generated shorts and
(49:59):
we're not sorry.
Speaker 2 (50:01):
AI enhanced?
I don't know yeah.
Speaker 1 (50:04):
Not generated.
That's a very different thing.
That's not what I'd recommend.
Speaker 2 (50:07):
Sorry, AI enhanced.
Speaker 1 (50:09):
I stopped myself saying that, yeah, where it
pulls the clips and and so, andreally I would say it's probably
like 20 to 30% better when youdon't use the AI, but you might
as well get the result If you'renot.
If it's the difference betweennot doing daily shorts and doing
it, just use the AI, map it out, link it back to the original
video.
It's free advertising.
(50:30):
Those videos like almost alwaysget hundreds of views.
You know not if you post toomany, but if you're posting like
one a day, it's YouTube's goingto send it out to people and
then you include the relatedlink to your long form video.
You will get views on thatvideo.
So it's basically like a freead.
Speaker 2 (50:47):
Awesome.
Okay, everybody at outreachcom.
I'm assuming they can find youby searching your name on
YouTube.
What is that the best way youwant them to reach out to you?
I know you have a downloadable.
We'll put it in.
Speaker 1 (50:58):
I've got the gift as well, which is pretty easy.
So it's a 19 page YouTube adstrategy.
Pdf also includes links to mysoftware and all that.
It's just adoutreachcom slashgift.
That's A-D-O-U-T-R-E-A-C-Hcomslash G-I-F-T, adoutreachcom
slash gift and you can downloadthe PDF and there's also a
training on the next page aswell.
Speaker 2 (51:17):
Awesome.
Thank you so much, Alec, forcoming on.
I really appreciate sharing allthe value.
Until the next time, everybody,my name is Matt Bertram.
Bye-bye for now.
This is the Unknown Secrets of Internet Marketing,
your insider guide to thestrategies top marketers use to
crush the competition.
Ready to unlock your businessfull potential, let's get
started.
Speaker 2 (00:17):
All right, welcome back to another episode of the
Unknown Secrets of InternetMarketing.
I am your host, matt Bertram.
Everything's changing and Iknow I've been saying that, but
absolutely everything's beenchanging.
I recently got back from a SEOconference in New York City and
SEO is becoming so much more.
(00:38):
Everything else is blendingtogether.
It's all about building thebrand, and YouTube is one of the
biggest ways you can do that.
So I thought I would bring onnone other than our tech with ad
outreach that specializes inYouTube, as well as a lot of
other demand gen things, to kindof speak to how he sees
(00:59):
everything happening.
We can kind of bring thatknowledge together and then go
through for a lot of people thatare afraid of video.
Right, a lot of people areafraid of video, but now is the
time.
You know you've needed to do it, but now you need to take that
leap and you need to get onYouTube and I am looking in the
mirror also saying this, becausethis podcast, you are probably
(01:21):
a hundred percent listening toit on iTunes or Spotify, but
you're not listening to it, uh,on iTunes, uh, or Spotify, um,
but you're not listening to iton YouTube.
We do not have a YouTubepresence.
So, um, I need to be there aswell, and so, eric, I thought
you could, uh, help paint thepicture for everyone that knows
they need to do it, and we'veseen the rise of video, we've
seen the rise of YouTube, uh,but it's now not you need to do
(01:44):
it or you would like to do it.
You need to do it Right, and soI think that's where we are
today.
So I'd love to hear from youkind of what's happening, ai,
whatever's most topical to you,and kind of what's set the table
for the conversation.
Speaker 1 (01:58):
Yeah Well, thank you so much for having me on, matt.
I'm excited to be here and I'mdefinitely looking forward to
diving into all things YouTubeads, but also how AI is
affecting everything.
Like you said, the same way,it's affecting a lot of things
in the SEO world.
It's affecting all forms ofmarketing, and embracing it is
definitely an important thing,and knowing how to take
advantage of it and combine yourbest skill set with what AI can
(02:21):
do to create great things.
So definitely going to diveinto that.
I can talk about how to craftwinning YouTube ad scripts and
there's some AI ways that youcan actually be supportive of
that as well.
We'll talk about how to targetyour ads and how with ad
targeting right now on YouTube.
It's now about AI ad targetingand training the AI algorithm on
(02:42):
exactly who you're looking toreach with your YouTube ads.
So we're going to dive intothat, and we're also going to
talk a little bit about YouTubechannels and how valuable that
is.
I know you just brought that youknow some of that up too, but
you know, right now, if you posta piece of content really
anywhere else other than YouTube, it's gone in 48 hours, a few
days, but if you post on YouTube, you could have people watching
(03:05):
your video a year, two years,three years in the future and
it's a catalog of videos thatlive.
It's very similar to you know,there's such a big power in SEO
and I know that's changing andyou're on the cutting edge of
that but it's similar to that,like when you're building up
your articles and links and allof that.
It's similar.
(03:26):
On YouTube it lives long termbecause, while Google's the
largest search engine, youtube'sthe second largest.
So people are going to YouTubeto look to learn and creating
that content so organic contentand then, of course, reaching
people with ads.
So I'm excited to dive into allthe above.
Speaker 2 (03:43):
Well, fantastic.
Why don't you justcredentialize yourself really
quick?
I think we've set up for whatwe're going to talk about.
But I want to hear, I wanteverybody to hear who you are.
That doesn't know, and thenwe'll we'll just jump into it.
Speaker 1 (03:55):
Well, thank you, I appreciate that.
So you know, I've helpedthousands of businesses leverage
the power of YouTube ads andvideo marketing.
We train businesses and we alsodo it for clients as well
agency style, so we have bothsides of the business.
But I've been on YouTube foralmost 16 years.
In July, to be 16 years onYouTube, I started back in 2009.
(04:16):
I started when I was prettyyoung, so I was doing app
reviews, tech tutorials,teaching people how to use their
iPhone for the first time,built that up to over 600,000
subscribers.
I was doing that through highschool and into college and then
at that point, I discoveredthat there was a whole new world
to YouTube, which is YouTubeads.
So I figured out how to do theorganic side.
But I had all these apps thatwere sponsoring my videos and
(04:40):
they would pay me some money.
I'd post a video, they'd get abunch of downloads and they were
just doing it again and again.
But one day, one of the appssaid hey, how can we get more
people to see this video?
The video did really well forthem and I thought about it for
a second.
We said what, if, what, if?
And this was about a decade agonow and not a lot of people
running YouTube ads.
What if we run a YouTube ad?
(05:02):
It's kind of, you know, longstory short, the rest is history
Did really good for for thatapp.
You know, that was kind of whileI was still in college and then
, you know, from there I endedup graduating and went, you know
, full on into building out.
You know what ad outreach istoday.
It's been a great journey.
We've got a team of over 30amazing people and you know,
(05:24):
we've been on the Inc 5,000, uh,you know, we we hit it, you
know, several years in a row,including number 60.
Uh, and yeah, it's just beenamazing.
We've helped our clientsgenerate hundreds of millions of
dollars in revenue, uh, usingYouTube ads.
Speaker 2 (05:35):
So, uh, definitely uh , where are you based for
everybody listening?
Speaker 1 (05:39):
Oh yes, I forgot that I was.
I was talking else.
I don't always love talkingabout all this, but I know it's
important for a podcast.
You got to know who's sharing,who's speaking.
Speaker 2 (05:49):
Yeah, absolutely.
Speaker 1 (05:50):
Yeah, I'm in Austin, texas, so you can see kind of a
little bit of the downtown area,and, of course, if you're
watching this on video, there'sa rocket ship behind me and then
there's downtown Austin behindme.
Speaker 2 (06:10):
Yeah, because we are based in Houston, so we have a
lot of Texas listeners, so Iwanted to make sure that that
was mentioned.
So awesome.
Well, where do you want to getstarted?
What's changing?
What's topical?
How is?
Everybody thinks AI is hot andit is, and I don't think we're
going to have an AI crash likeeverybody thought with the
dotcom boom.
I think AI is real and I thinkit's impacting every aspect of
every component of businessacross the board, and I would
love to see, or hear from youhow you see it affecting, where
(06:31):
you see it going and how dopeople need to be thinking about
it.
Speaker 1 (06:35):
Yeah, I think the big thing is looking at how you can
utilize AI in all the differentaspects of your business to
complement what you do.
There's things that you doreally well, there's things that
AI does well, and you combinethem together.
I think it's a mistake oneither side to completely ignore
AI, and I think we all knowpeople like that although
there's now less of them, butthere's still some holdouts the
(06:57):
people that completely ignore AI.
I think the problem is they'rejust going to get out-competed
by the people embracing AI.
However, there are also theseother people that are, you know,
oh well, let's just doeverything on AI.
They don't have a human touch,they don't have a strategy
behind it and it's just kind ofempty, right, and I think that
that's going to be more and moreclear, because if everybody has
access to AI right, you know,it's like in the Incredibles,
(07:18):
right?
If everybody's super, then noone is right.
If everybody's super, then noone is right.
If everybody has access to AI,then what's the differentiator?
The differentiator is thoseoriginal things, but you can't
have one without the other.
Now you need to embrace boththe strategies, the skillset,
the human element and the powerof AI to supercharge and
turbocharge that.
(07:39):
I think that really is wherethe future is right now, and
that's what we're seeing onYouTube.
I'm sure I'm curious if you'reseeing the same thing, and then
I'm happy to dive into morespecific examples as well.
Speaker 2 (07:50):
No, I love how you said that.
Certainly, the faceless YouTubechannels, right, where they're
taking other people's content,they're spinning around, they're
watching it.
I find myself even watchingsome of them because the
content's okay and it's prettygood, but they're looking for
eyeballs and monetizing it.
But I think that right now andmaybe we'll see the shift that
(08:12):
people are looking for a trustedvoice and a human to follow and
listen to, because there's justso much more noise and I'm
seeing just everything sofractured and everything's so
noisy that, like consistency,right, and getting really
consistent, uh, that um partbecomes part of their habit or
(08:32):
their routine.
Um, and uh, what was it?
Uh, EOS on entrepreneurs on fire, or uh, um, he, you know, he
was one of the first to uh,every day, right, do a a podcast
and I'm going to get them on.
Um, I, I ran into him at aconference, but, but, but, but,
yeah, we, we gotta, we gotta,you gotta do that today.
(08:54):
Like there's, there's no, likecutting corners, right, like,
okay, you can, you can do allkinds of fancy stuff, but these
algorithms are getting smarterand and they're looking at how
behaviors happening, what peopleare looking at, and everybody
thinks that ads are listening tous Right, um, and I think it it
has something to do with whatyou're doing on one platform to
(09:14):
another and we can talk aboutthe multi-channel, omni-channel
retargeting and and how thatworks.
Um, but, like, people thinktheir, their phones are
listening to them and I thinkprobably in some of the terms of
service, some of them are okay,but but as a marketer right now
I don't have the ability to totackle when clients ask me hey,
(09:38):
like I want to just listen topeople when they talk about it,
show them an ad, and I'm like,well, that's not exactly how it
works.
Like, when you get thatquestion, alec, how do you
answer that?
And you dive pretty deep intosome omni channel retargeting
solutions.
Maybe you can speak to some ofthat to kind of open up the
conversation.
Speaker 1 (09:57):
Yeah, and that's the thing is.
It's there's so, so much thatAI is doing that people don't
even realize all the differenttracking points that these
platforms of course, the bigones, google and Meta, but
there's other platforms too.
But it's interesting.
And one thing I remind peopleto just think about the
(10:18):
capabilities is there's a reason.
Gmail is free, right?
Gmail?
And the billions of dollarsthey're spending on that.
It's not fully out of thekindness of their hearts.
Right, there's a lot of datathey're collecting and the thing
is it's not somebody going inand looking at your email.
You don't have to worry aboutthat, but the AI algorithms are
(10:38):
understanding, okay, who'scorresponding with who, what's
happening here, and there's justso much information.
And Google, you know, thelargest search engine, but then
YouTube, second largest.
So Google owns YouTube.
I know many people know that,but just to state that.
And then you know and then alsoGoogle Chrome, one of the top
browsers, although there's some,there's some stuff there that
(10:59):
you know if you're followingsome legislation that maybe for
us to divest from that.
But we'll see.
And because of this reason,because of all the data that
they have and all theinformation, and then Google
Analytics is installed on over52% of all websites online, so
that means the visibility thatGoogle has is just astronomical.
(11:19):
So there's all these ways thatyou could go in and target
people based on what they'relooking for.
So I'll get into some of youcould go in and target people
based on what they're lookingfor.
So I'll get into some of theframeworks for an ad in a second
.
But when it comes to the actualtargeting of an ad because I
think it's actually a perfectsegue, because we talked about
the combination of humanstrategy and AI Google has a lot
(11:40):
of these prebuilt audiencesthat you can already run on
YouTube ads and those are goodand they can get you some pretty
solid results.
But you can actually build yourown.
So everybody has access to thesame audiences that they've
built.
So they built kind of thesepre-built audiences, people
interested there's actually oneas a great example here people
interested in SEO and SEMservices.
(12:03):
That's one of their buckets,but that's such a huge bucket.
So, yes, you can reach somegreat people, but it's also a
really big bucket.
What could be better is you canactually create what are called
custom audiences.
So this is training Google's AI.
So instead of just saying Iwant to reach this really broad
audience, you could go in, andthere's a few different ways to
do it.
So one is a custom affinity.
(12:23):
That's where you can describeinterests that people have.
So you could have the interestbe SEO, but it could also get
even more granular, becausethat's pretty broad.
Maybe it's SEO for XYZ types ofbusinesses, right, or whatever
it happens to be.
Or local SEO, or how to improveSEO.
So these are people that areinterested in that.
(12:45):
You can actually build anaudience around that.
You can also take it one stepfurther and this is one of my
favorites is custom intentaudiences.
You can target people based onactual Google and YouTube
searches that they've done inthe past.
So this custom intent, youcould target people that are
looking up you know the best SEOfor.
You know for plumbers orwhatever happens to me.
(13:06):
Let's just use that as anexample and you can get very
granular and then, if you thinkabout that, you can have an ad
that maybe speaks to thatspecific type of client and you
could target people based ontheir searches.
You can even do what's calledURL affinity audiences, which a
lot of people don't even know.
You can do this, but you cantarget people based on URLs and
websites they're going on, soyou can actually put in specific
(13:26):
URLs and target people that aregoing to those sites or similar
sites with your ads as wellwith a URL affinity audience.
So there's all of thesedifferent audiences that are
just really powerful.
And tapping into Google's AI,but you're training the AI.
It's a combination of a humanstrategy of knowing okay, these
are what people are probablylooking up and then combining it
(13:47):
with uh, with the ai and whatgoogle knows, all the data that
they have and bringing thattogether is what helps the
results um be so powerful alec.
Speaker 2 (13:57):
I love the user based intent.
So I have a questionspecifically on youtube.
When you're running ads, okay,uh, and you know if you're
working with a client or you'redoing it yourself and you're
going to, you're going to turnthe ads up or you're going to
turn the ads down, right.
So you're training the, the,the machine learning, and I know
if you turn it off, it resets,right, um, but there's been some
(14:22):
discussion that I've had incertain groups about if you
change it by a certain amount it, it also affects it, right.
But there's been somediscussion that I've had in
certain groups about if youchange it by a certain amount it
, it also affects it Right.
And we see that with websites.
When you launch a new website,if you change it by like roughly
20 percent, it goes through aor there used to be like a seven
(14:43):
day audition period on YouTubeand like if that video didn't do
well organically, you know you,you might pull it down and
relaunch it.
I'm wondering how, on the adside and on the YouTube side,
how much they've changed thealgorithm to to better serve
users.
Speaker 1 (15:02):
Yeah, that's a great question and it's there.
There definitely is algorithm,or there's an?
That's a great question andthere definitely is algorithm.
There's an algorithm that'shappening in the background
that's determining how peopleare actually interacting and
reacting to the different typesof ads that are appearing and
also the targeting that'sworking and not working, and so
the campaign is getting betterover time based on the audiences
(15:23):
you put in.
Also the ad creatives.
There's a new type of ad whichI think we'll get into a little
bit later, called Demand Gen.
I know we were talking brieflyabout that before we hit record
here, but there's a new ad typewith Demand Gen that includes
different types of ads together.
So in-stream YouTube short adsnow are popular in-feed ads that
appear in the feed, other adsthat pop up in other places on
(15:45):
Google all into one campaign andwhat it does is it allows
Google to show ads to people atspecific times based on what
they think that individual userneeds to see.
So, for instance, somebodymight need to see multiple short
ads and then a long form ad toconvert.
For me, I don't quite useshorts as much, although we do
(16:07):
make a lot of Shorts and I'll goin there.
I'd like to see what's going on, but a long form ad or an
in-feed ad.
So for me, maybe a regularYouTube ad like an in-stream ad
and then maybe a podcast withthat person.
By the way you can do it'sreally interesting you can go
(16:30):
and run long form videos in feedads so you could take a short
you know, two minute longregular YouTube ad that gets
people interested.
Then if you have a longer formpiece of content, you can have
that appear in the feed.
Or if you have a 60 secondshort, you can have that appear
in shorts and Google will know,based on that user's behavior
and the way they've convertedbefore, what ads to show the
person, to take them on a buyingjourney, to get them to the
destination.
So I know that was a long wayof kind of answering the
(16:50):
question.
I also want to make sure Ifully answer the question, but
there's a lot that's going onbehind the scenes with ad
optimization.
Speaker 2 (16:59):
So to just put a point on it and however you want
to answer it, but a lot ofquestions we get is like, okay,
we're running, we're going tobuy this this many impressions
over this amount of time for aclient, like we're going to do
an ad flight, right, and then atthe end of it I a lot of times
recommend we really shouldn'tturn it off Right, cause we
we've trained the AI, we'velearned a bunch of stuff and if
(17:22):
we stop it to go launch anothercampaign, right, we're having to
start all over again.
And so I really recommend kindof trying to keep that spend.
Or, if we are going to turn itdown, have you seen any kind of
thresholds?
Or you know it might not beanything definitive, but just
kind of how maybe even you do itbecause you know that you're
(17:45):
going to run a new campaign oryou're going to run another ad.
I've seen people replace, likethat ad right With with the new
ad, which you know it.
It changes how people interactwith it.
But you can build on that pastdata Like what are your best
practices, I guess, around adspend and launching new
campaigns?
(18:06):
Once you have a campaign, let'ssay that's working Right and I
think the biggest uh, I don'tknow detriment that that people
have is, uh, they run somethingthat's working and then it's
working and then they wantsomething shiny and new and then
they change it and then thatdoesn't work as much as what was
working before.
It's like you, just if it'sworking, you might want to build
(18:28):
on top of it, but you might notwant to stop what it is you're
doing that's currently working.
So I would love some frameworksaround that.
Speaker 1 (18:33):
Yeah, and I actually I've got a full framework, but,
yes, I definitely want to diveinto that side of things.
So, in terms of makingadjustments, it's all a part of
the overall ecosystem of that ad, so you have to be intentional
around it.
What we've found is you want tokeep those adjustments a little
bit smaller, so like whatyou're saying, so a little less
than maybe 25% adjustments.
We've found that there's a lotof issues with scaling campaigns
(18:56):
down.
I don't know if Google, if thisis a conspiracy or anything, I
won't comment on that, butincreasing a campaign it's a lot
.
So where things mess up is morelikely if you're decreasing the
spend than increasing the spend.
That said, if you increase itfar too much, it doesn't get as,
(19:17):
because sometimes when youdecrease it, things just get out
of whack.
It's weird when you increase it, sometimes what you do is you
accidentally increase it beyonddiminishing returns.
Or when you increase it,sometimes what you do is you
accidentally increase it beyonddiminishing returns.
Or if you increase it all atonce, it just goes back into a
learning phase to try and figureout how to deal with that
increase.
So what I would say is, whenyou're increasing, you can be a
(19:41):
little bit bigger on theincreases, but still should keep
it in a general range.
Maybe that might be like a 25%or something like that, but when
you're decreasing, it's prettytough to decrease a campaign and
then have it perform.
You're actually almost betteroff relaunching that campaign.
Now we're seeing some differentthings with demand gen, so it
(20:04):
might be a little bit different.
But what I will say is the wayI like to think about these
campaigns is scaling them like atree.
Most people think aboutcampaigns like a balloon, and
this is the problem.
They have one campaign thatworks really well.
You know what I'm about to saywith this.
They have one campaign thatworks really well.
And they start, you know, justincreasing it and increasing it,
(20:25):
and increasing it andincreasing it until eventually
it pops.
But they don't put all theireggs in that basket.
What you should do instead istreat it like a tree.
So you have all these littleseedlings, some of them start to
sprout.
Okay, great, this tree isgrowing.
Let's take care of it, let'swater it, let's give it the
attention it needs.
It's going to grow and you wantto do those incremental
increases.
Maybe it's a, you know, andagain, you know, maybe it's less
(20:47):
than this, but it could bemaybe 25% increases.
And you're doing that.
You know that, every few daysor every week, and you're
increasing it, and that'sexponential too.
So it starts to grow more andmore.
But then what you do is youdon't have to.
Let's say, you really want toramp up even more than that.
Well, what you can do is you cancreate tree branches, and so
you can essentially duplicatethat campaign and change
(21:08):
something about it and create asplit test, a different branch.
So one of the things could betargeting some new audiences,
similar to what you found work,but new, they're different.
One of them could be testingnew ad creatives, so different
hooks, or a different call toaction or landing page that you
send people to, and so youcreate these different
variations and so you have thebase of the tree that you're
(21:30):
growing.
Then you have the branches, andsome of them will perform well.
Great, let's create morebranches.
Some of them might not performas well, as you prune it off and
you can just turn off thatcampaign, and so you essentially
end up with a family tree ofcampaigns.
That's far more stable, becauseif any one of these branches,
or even the original trunk,isn't where it was before, then
(21:54):
you still have these othervariations that are holding up
your overall account.
Speaker 2 (22:00):
I love the tree analogy and I've heard a number
of different tree analogies.
It's a great one to consider,and also the watering of a plant
and taking care of it.
I think there's some real, realvalue in that.
All right, so, based on kind ofthe, the arc of the, the, the
podcast, where, where do youthink you want to take the
conversation next?
I'll, I'll hand the baton toyou.
Speaker 1 (22:21):
Oh, I appreciate that .
So I think you know what couldbe really valuable is just
really quickly explaining whatthe components of a winning
YouTube ad are.
And then also, I'm happy todive a little little bit deeper
into demand gen or some of theother things that we're seeing,
or any other more advancedquestions that you have.
But in terms of, I do thinkit's valuable, though, for
(22:42):
everybody to know how to craft awinning YouTube ad.
That's a big question that Iget asked.
Now, of course, there's newformats for that Right.
So I'm going to start bytalking about the standard
in-stream ads.
Those are the classic YouTubeads, and still a lot of the
inventory is that that peopleknow about.
Now, what I found is, unlessyou're a gigantic mega
(23:03):
corporation which I don't thinkare the people listening to this
what you want to do is you'relikely looking for direct
response, not branding.
You're looking to actually havepeople take action and convert
and become clients, and so whatwe found the best for that is a
value ad.
That's a little bit longer.
It's about two to three minuteslong.
Google does like to see subthree minute ads, but we've
actually found that sweet spottwo minutes to two minutes 59
seconds.
(23:23):
That's a really good area.
Now, sometimes you have adsthat are longer and they can
still work.
This might not be showneverywhere, but a two to three
minute long ad.
And this ad has threecomponents as a hook that draws
people in, it educates, itprovides real, genuine value,
and then it has a clear andconcise call to action of where
to go next, what the value isand why they should do that.
The big thing that's differenthere and I'll give some breaks
(23:45):
down to each of these is theeducate section and the value,
because that's the thing a lotof people leave out.
We've all seen plenty of adsbefore where people kind of hook
you a little bit and it's like,oh, you know what if you could
solve this problem?
Or do you have this problem?
And then they say, okay, go buymy solution, but you're not
actually providing value.
(24:05):
We've been trained to tune thatout On YouTube.
People are looking to learn, andso you want to, or they're
either looking to be entertainedor to learn, and we want to
target the people looking tolearn.
So you know, and and when wetarget those people, we can get
in front of them with an ad thatactually educates.
So let's you know if we use youas an example.
You know, I know you do a lotof stuff in the SEO world.
(24:26):
So imagine somebody is lookingup and they're trying to figure
out you know, okay, how do I doSEO, and they're looking that up
on YouTube, or they're lookingat that up recently on Google,
or they've gone to a site.
Now they're, or they'rewatching a video related to that
.
You get in front of them withan ad and in that ad you hook
them in, so you pull them inwith you know a way that you can
(24:48):
really capture their attentionright.
So the things that you knowabout SEO are all changing and
what I want to do is I want toshare some of the biggest things
that are working right now inthe world of AI.
Just use it as an example.
Then, if you say point numberone, point number two, point
number three and here's why thisis so important, especially
right now with the shift to AIand so now you're teaching, so
(25:09):
the people that are actuallywatching that are building their
know, like and trust of you,and then at the end you say and
there's only so much we cancover in this, you know, two
minute ad or three minute ad,and so I actually put together a
full training or a PDF or aguide for free when you click
the link right here on thescreen and you can get access to
that.
Now, what are they going tobelieve about that training?
(25:30):
That they're going to get morevalue, and you know you're going
to deliver more value.
But the reason they believethat is because you gave them
value in the ad as well.
Speaker 2 (25:37):
No, I, I, I totally agree with that.
I think that we're in kind of atrust recession or a deficit
right now.
Um, because everybody knowswhat a funnel looks like and
anytime anybody sees a funnel,they're just like oh, you know,
and we've, we've fallen for itand we've bought in the thing
and everybody's dangling thisthing out there, that that's
solving it.
(25:57):
I can actually tell you, aboutfive years ago, I wrote a book
called a build your brand maniaand it was almost kind of a play
on how bad it was thateverybody was offering these
solutions on Instagram that werelike you know, it was a bunch
of 16 year olds, you know, andthey're just like hey, I'm going
to help you grow your business,like hire me, like I've done
(26:19):
XYZ and I'm like I don't knowabout that and I was.
So I mean, we've been goingthrough this for a while.
I actually think, from what I'veseen, a lot of the things that
worked here really well five orsix years ago work great outside
the U S.
Right, like, I think we're likethe leader and uh, how people
(26:44):
use online, and so a lot ofthese tactics are I'm seeing on
a a multinational level.
Uh, happen, right, and um,there we're.
We're getting a lot of callsfrom Canada and Australia and I
think Mexico is reallyinteresting right now and a lot
of these tactics that used towork work, but the things that
used to work don't work anymorehere.
And I like what you're sayingis, well, you've got to give
(27:08):
value up front, they've got toknow that they can have that.
And then you're giving them ataste and you're saying, hey,
would you like a little bit more?
And you're, you're trying tocreate behaviors.
Now let's flip it.
That's from maybe like aconsultant, coach or maybe, you
know, let's talk a biggerbusiness.
How does a bigger business like?
Give me a case study of howthey should be, maybe using
(27:29):
YouTube today, using YouTubetoday.
Speaker 1 (27:31):
Yeah, see, that's a great question as well.
And we work with different, youknow, bigger business as well,
especially, a lot of times we'lltrain internal teams of those
types of businesses.
So they have their own mediabuyers, they have their own ad
teams, and it's actually one ofthe things that we've had the
privilege of being able to workwith some of those bigger
companies, because we do thetraining as well.
So we have some clients, we dothe ads for them, and then we
also have clients that willtrain, and so what I've seen
(27:53):
with those companies is there'sa lot more focus on how their
overall brand is felt, both onthe front end and the back end.
So, you know, and even softwarecompanies it's really
interesting where you wouldthink, at a smaller scale,
they're really focused on what'stheir conversion, you know how
many new like trials or leadsthey're bringing in.
But at a bigger scale, whenthey're at, you know, one of
(28:15):
these bigger companies, whatthey're also thinking about is
what's our overall brandperception and long-term use of
the software to prevent churn.
So there's a whole differentarea, and so some of the big
things that I would say and thatYouTube is really good at is
lifting up a brand, and sothere's a couple examples of
(28:37):
that, so I'll give a few.
So one is just, in general, thestandard YouTube ads.
The video allows you tocommunicate a message more
clearly.
So getting that in front ofpeople in the consideration
phase is really good atelevating what you know Google
will call brand lift and theyrun studies along those lines
(28:57):
and we've had some clients thathave done stuff like that as
well.
We haven't really done as manyspecific brand lift.
That's more of a Google thing.
They'll do these advancedstudies.
Speaker 2 (29:05):
Facebook does that a little bit too right.
They do brand lift.
Speaker 1 (29:10):
Yes, we do that too, Exactly, yeah, so yeah, Facebook
is doing that as well andGoogle's doing that, so they'll
basically be able to see, okay,how much are people you know
increasing their search volume,you know for a particular
business but it's the biggerbusinesses that usually care a
little bit more about thatversus, you know, smaller and
mid sized businesses oftentimesare kind of targeted more
(29:32):
towards their direct conversionsor leads or sales or return on
ad spend, but that's one areathat you could do, because it's
going to have people see yourbrand in a positive light.
The other thing that's reallyinteresting, though, because
some people know that, but whatsome people don't know is that
some of these bigger companiesare also looking at how people
(29:54):
perceive them, even afterthey're a customer right, and so
you know and that's actuallysomething that we, as you know,
smaller, midsize businesses canactually take into consideration
in a more, maybe, budgetconscious way, but looking at
the people that come in, andthere's a marketing journey that
can happen to those people too,because at a certain point in a
(30:17):
business like a softwarebusiness, you're looking at
churn.
In an e-commerce business,you're looking at reorder rates,
and so there's, I think, in alot of smaller and mid-sized
businesses, there is more andmore people doing retargeting,
which is awesome.
So you got your cold trafficreaching new people retargeting,
which is awesome.
So you got your cold trafficreaching new people, retargeting
, getting people to take thatfirst action, but a lot of
(30:37):
people stop once people convertand buy or become a client or do
whatever or sign up for asoftware.
But that's where there's adifference.
There's more full funnelmarketing on the back end of
bigger companies, and that'sactually something that we've
been looking at and we'vestarted implementing a little
bit of that as well.
You know ourselves Now smallerbudgets, but once somebody even
(31:02):
becomes a client or has astrategy call because actually
that was a big area you know, ifpeople book a call with our
team at one point, most of ourcampaigns all turned off at that
point and but you know, maybe acouple of years, maybe a couple
years ago, I realized, wait asecond, these are our hottest
potential people, especially ifthey haven't made a purchase
decision yet, and so, um, and sothat shift, uh, was positive.
(31:25):
But sometimes it's hard to seethe direct roi.
It's more anecdotal, right,because you can see, um, maybe
sometimes campaigns you can seeokay, they saw this campaign,
they click this campaign.
You can see, maybe sometimescampaigns you can see okay, they
saw this campaign, they clickthis campaign you can get the
tracking and then see a clientcome through.
That being said, if you have alot of campaigns in there, the
other ones aren't all gettingattributed, but it's a part of
the journey and so that's reallyinteresting thing.
(31:46):
So I think the bigger you growas a business, the more you can
look at that.
But there's still things thatyou can take away as a as a any
size business from that type ofstrategy.
Speaker 2 (31:57):
So I want to dig just a little bit deeper.
Okay, so there I'm.
I'm seeing YouTube as a greatalternative, from a brand lift
standpoint, to to billboards orterrestrial radio.
Okay, cause, cause, you get thevideo component to it and it's
a lot more targeted than abillboard.
We're doing some digitalbillboards and stuff like that.
Cause, cause, you get the videocomponent to it and it's a lot
more targeted than a billboard.
We're doing some digitalbillboards and stuff like that
(32:18):
and you can get some attribution, but it's much better when you
got somebody on a device.
Right, when you're working withthe bigger brands, have you seen
specific KPIs that maybe, like,the CMO is looking to target or
like, how are they framing itup of?
Like, okay, we're looking atbrand lift, we're doing a lot of
(32:40):
different things top of thefunnel.
How do you present YouTube tothem?
And, like, if they're a biggerbusiness and they're trying to,
they're looking for just youknow, do we put more money in or
do we decrease the money?
Like, what's the button we push?
And that's the cool thing aboutads versus SEO is you can track
it a lot better.
(33:00):
I'm curious what are thosemetrics if a bigger company was
looking for it and they wantedto add a significant spend on
YouTube.
To break it down to theexecutive summary.
Know, executive summary likewhat are the things they need to
look for?
Speaker 1 (33:17):
Yeah, and just to clarify too, we we are working
with more companies in the smalland midsize.
So we do have some that are inthe bigger size and I'll speak
to that, but I also just want tomake sure I don't misrepresent
that we're all day long workingwith these bigger.
You know companies all the time.
You know we definitely havehave some that we've worked with
and it's always a really greatexperience to be able to do that
(33:38):
.
What I would say is andactually it's interesting
because we've worked with themover the, you know, over time
and more and more they're alittle more interested in the
direct return, I think,especially over the last like
couple years and as tracking hasgotten better and things like
that.
That being said, they'relooking at that.
They're also more they knowtheir numbers better if they are
(33:59):
looking for return, and so evenif you look at companies that
are software or e-commerce oreven in the lead gen or expert
in coaching space, oftentimesthey're more willing to have a
loss leader on the front end,like a low ticket offer or a
e-commerce product where theywant to scale.
(34:20):
They're not necessarily lookingat how can I get the biggest
return on product one?
They're saying, okay, we canacquire this first product at
breakeven, or sometimes even ata loss or at this margin, and
then we know the long tailcustomer, here's what's going to
happen.
So they know their numbers alot better, which makes it, you
(34:41):
know, which allows them to makemore informed decisions.
And then, that said, it'sactually kind of funny, it's a
duality.
So, in one degree, they knowtheir numbers really well.
On the other degree, they'realso willing to spend on more
branding and they alsounderstand the the line item of
that, and so that's where theymight do more things like brand
lift studies or things like that.
(35:02):
And that's where they're goingin and they're saying okay, our
goal is to get in front ofpeople like this.
they know who their ideal clientis and then at that point
they're looking at more of themetrics of the people that are
watching those ads, the peoplethat are then going into Google
and searching for their brandafterwards.
Are they able to spend acertain?
(35:23):
They come with a budget in mind.
Hey, I've got a budget we wantto allocate to this.
One other example is anothercompany that we recently started
working with in construction,so kind of like a bigger
construction company.
It was interesting becausethat's not necessarily a direct
you know they're looking for Irun this ad, I get this dollar
(35:43):
amount tomorrow or this week orthis book call, but what they're
doing is they're expanding intoanother geographic region.
So their goal so I think thisactually very specifically
answers your question their goalis they're moving into a new
city and they want to blanketthat new city.
Youtube ads instead of, becausepeople aren't really watching
the TV, as you know in the past,and they're also not really
(36:06):
listening to the radio.
So where are people going?
Well, yes, there are peoplegoing on Facebook, but there's
also a lot of people on YouTube,and YouTube, especially for TV,
is like that new TV ad whereFacebook's maybe the new
newspaper ad Right, um and so onYouTube.
Uh, we have the ability.
And what one thing that wasimportant to them is YouTube ads
on the TV, because it's the oldschool branding style you can
(36:28):
run YouTube ads on the TV.
It's one of their fastestgrowing placement types.
Youtube watching, youtube videosand streaming and this is, by
the way, any type of YouTubestreaming.
So it's YouTube has somethingcalled YouTube TV.
We're not talking about that.
We're talking about, like,streaming videos on YouTube is
now one of the top few streamingplatforms and I don't want to
(36:49):
miss, because they kind of goback and forth between Netflix
and, like I think it's Disney'sthe other one, and then and
YouTube, and they're in that youknow, top category for watch
hours, actually streamingcontent, which is crazy to think
about that.
You know people are watching itright up there with with
Netflix and and and a lot morethan primetime TV viewing.
(37:10):
And here's the thing NowNetflix is testing some limited
ads, you know so, in fairness,Disney Plus too.
Speaker 2 (37:17):
Disney Plus, you know , it's pretty cool.
Speaker 1 (37:20):
They're doing more too.
So they're doing more, but thetargeting capabilities aren't as
strong as what.
Google and YouTube can do it'sclunky.
Based on all of their Googlesearches and all of that.
So that's where you know, forinstance, that client is excited
to get on YouTube TV of thepeople in that city to let them
(37:42):
know that this new constructioncompany is there, and they also
they have specific people thatthey care about.
So obviously there's going tobe targeting, but they also just
kind of want the city to knowwho they are, which is a
different perspective than youknow maybe.
Maybe other people that mightsay okay, I really only want to
get in front of and it's neverperfectly, but I want to get in
(38:03):
front of these ideal clients andgenerate this return.
They also have this kind ofeffect of saying well, you know,
they want word of mouth tospread right.
Oh, I'm, I'm, you know, andthey'll, they'll work with more.
They want word of mouth tospread right.
Oh, I'm, you know, and they'llwork with more.
They do commercial andresidential right, so they'll do
construction projects.
So if somebody's like, oh, hey,I'm getting like a pool, you
know, put in or whatever, theywant people to say, oh, did you
(38:26):
hear about so and so.
So it's interesting, it's aninteresting perspective.
Speaker 2 (38:35):
Yeah, no, I think.
Let me ask you the brand liftstudies.
Those are like 20 grand, though, right, have they changed that?
Do you have to spend, like todo you got to spend the 20 grand
to do one of those?
Speaker 1 (38:43):
Yeah, so there's, and my team would know more of the
specifics on that becausethey'll deal more on the
day-to-day with that.
Just for full disclosure.
But there is a cost to it.
But sometimes Google will do itfor like it depends, like,
because sometimes if they have abigger client and you have like
a rep, they might do it as well.
But I'd have to get thespecifics on that.
(39:03):
Like I said, we haven't done asmany of those you know but, that
is something that Google can doand they can say okay, what's
the, what's the lift that?
You know, that happened withthe purchase To bring it back.
Speaker 2 (39:14):
Everybody is knocking on Google right now and the
share price is tanking.
People don't understand.
Youtube is the number one placethat people are spending the
most time and they have moredata than anybody else.
And Gemini, the LLM they have,is absolutely advancing at an
accelerated pace, and so I justdon't know how people are
(39:38):
knocking on Google.
And there is some antitruststuff going on, and my mom was
one of the first employees ofMicrosoft and so we went through
like that when she was workingthere, and it could definitely
change that.
Well, I know we have limitedtime here.
I would love to cut to whereveryou think we can create the
most value for the listener.
(39:59):
Where do you think we shouldtake the conversation from here?
You know there's a lot ofthings that you said that we
could go over, and I would.
I would love to have a littlebit more time with you, but I
know we're running close on time, so let's just dive into some
real, I guess nuggets.
You're talking about adstructure, how to set up
(40:22):
campaigns, anything that youwant to share.
I'm going to kind of turn itover to you for, let's say, the
next 10 minutes and just knockit out and then we'll wrap up
really quickly at the end.
How about that?
Speaker 1 (40:38):
I love it and here's what I can do.
I'm just going to give a fullplaybook on what I'd recommend
for YouTube ads and YouTubechannel growth and, even though
it sounds like a limited amountof time, I think there's a lot.
It would be like a challengefor me.
I can hit and then I'm also freegift as well that has a like a
full, like 19 page PDF that mapsout our YouTube ad strategies,
like a checklist, and thenthere's like a training with
that too.
But basically what I wouldrecommend is there's the YouTube
(41:00):
ad side, the YouTube channelside.
I'm gonna touch on the channelside in a second, but we'll
start by talking about the adside.
So what I recommend doing iscrafting a YouTube ad that has
at least three different hooks.
So you wanna test differenthooks, two educate sections and
one call to action, and so whatthat's going to give you is six
different ad variations, whichis a good amount to test in an
(41:22):
individual campaign.
You don't really want to havemuch more than that because it
won't really and that's kind ofon the higher side of the number
that you want to put in there.
But you can.
You know, usually like three tosix videos you can put in one
campaign to test and see whichangle is going to work the best,
which educate section, and thenyou'll trim away what doesn't
work as much like pruning thetree.
But basically what we're goingto do is the hook, educate, call
to action, Three hooks.
(41:43):
You just film the hooks back toback.
What are the hooks?
Think of something that's a bigaha moment, a crazy statistic,
something that your idealclients need to know.
They need to hear about,something that, when you say it,
it stops people in their tracks.
Think about your ad like anelevator pitch.
This is a great way todepressurize the ad and actually
start thinking.
(42:03):
Oh, wait a second, you actuallyalready know what to say in an
ad.
Think about it like an elevatorpitch, which, by the way, also
now AI can help you brainstormthis even better too.
So there's strategies there,but basically, what you wanna do
is think about that, that hookat the beginning as something
that's gonna really capturetheir attention, a pattern,
(42:25):
interrupt something that'sinteresting, a fact, a myth that
you can bust about yourindustry, uh, and create three
of them, Cause we're going tosplit test them.
Then, for the educate sections,there's two versions that you
want to do.
So you got three of thesedifferent hooks.
You had to educate sections Oneteach briefly on three things,
Like I said before so thing,number one, thing, number two,
number three.
The other, teach, uh, maybe forabout a minute, a minute and a
(42:46):
half, on one thing that you cango a little bit deeper into.
That maybe is the biggest thingthat you just find yourself
just teaching people, right,Like you just find yourself
sharing, um, you know, withpeople who aren't potential
clients.
If you're having a conversationlike, what are you going to
share, what do they need to know?
And then the call to action atthe end, that's going to be the
same.
That's where can they go, youknow, into your funnel to learn
(43:08):
more, to work with you, to takeaction, to purchase.
And this same strategy, by theway, applies to any type of
business.
When it comes to a product, itwould be three things about the
product, or one keydemonstratable, you know, kind
of demonstration.
So the same thing applieswhether you're doing products or
services, or coaching orconsulting.
And so you film each of thehooks individually.
(43:29):
You film the two educatesections individually and the
one call to action.
So you do all together sixtimes.
You film the hooks, the educate, the call to action.
It feels like you filmed twovideos, but you end up with six
videos when you edit it alltogether.
Then we take that video and youtarget the right people with
your YouTube ads.
(43:49):
Now, how do you do that?
You want to find what peopleare searching for on Google
searching for on YouTube URLsare going to all of that.
Now I actually created my ownAI ad targeting software called
keywordsearchcom that canactually do a lot of that for
you and we'll talk a little bitabout some of that stuff later.
But there's a full seven daytrial so you can even do for
(44:11):
free some of the stuff I'mtalking about just at the
beginning, even in the trial, soyou know.
But basically that will findwhat people are searching for on
YouTube, searching for onGoogle URLs, and it has a one
click sync to Google ads so youcan just choose which audiences
you want and then sync it overto Google ads.
There's more details in the PDFthat you know I'll share to kind
of break some of these thingsdown.
But basically that's the way tothink about targeting.
You can, of course, build theseaudiences yourself.
(44:32):
It's based around you know whatpeople are searching for on
YouTube, searching for on Google, you know affinity, so we
describe them or websites orURLs that they're going on, and
I'd recommend building out aboutfive different types of
audiences.
Now, ideally you can launchmultiple campaigns and have a
few different like audiencestogether in a campaign, so
(44:54):
you're not doing just all thedifferent types, because
sometimes the affinities getmore spend than the custom
intent.
So I'd separate those.
This is getting a littleadvanced.
The PDF talks about some ofthose advanced tactics, but
basically let's just say you'relaunching like one core campaign
.
You would then have a fewdifferent audiences.
So you have the few differentvideos, few different audiences.
(45:14):
You launch that campaign, youtreat it like a treat, You're
nurturing it, you're taking careof it, you're pruning it.
So if there's videos thataren't converting as well,
turning those off, there'saudiences that aren't working as
well, turning those off.
And then, once that's workingand you trim it down, then you
can start to scale up.
And you scale it up more slowly, maybe 25% increases, like
you're kind of sharing andsimilar in that I would say.
(45:38):
And then what you can also dois create branches.
So duplicate the campaign,create variations, new videos,
new audiences.
The audience is the easiestnext step, because videos you'd
film more, but new audiences iskind of the next easy step and
you test a few variations andthen from there you're gonna
continue to refine and scale andtest and iterate.
(46:02):
So that's the recommendation ofthe YouTube ad side and I'll
give that PDF that breaks thatdown.
When it comes to YouTube channelgrowth.
There's a very simple YouTubechannel strategy that can really
help you see success long term.
But it's a long game, so yougot to commit.
So the ad strategy is moreinvesting a little bit less time
but more money, Whereas thechannel strategy is less money
(46:25):
but more time, Right.
And so you do kind of have tocommit and I really recommend,
if you're going to go intoYouTube and you want the channel
side to be the strategy as well, I would say commit yourself to
a year of that and a video aweek, but you don't have to film
them a week.
What I like to do and what Irecommend to clients if they're
going to go into YouTube channelwhich, by the way, you don't
(46:47):
need to build a channel to seesuccess with ads we have plenty
of clients that never want to doa channel.
They just run ads and it works.
So that's a question a lot ofpeople ask.
But on the channel side, whatyou can go and do is pre-batch.
Either there's a monthly or abi-monthly strategy.
So either once a month you spendabout an hour or two
(47:11):
brainstorming ideas for yourvideos and mapping that out and
then writing outlines of ascript.
You don't have to write thewhole thing, but just kind of an
outline.
And then you spend a half a dayfilming four videos, four or
five videos, video, video, video, you know, and you film each of
these and you're going to getthe hang of it over time.
To be confident on camera, youwant to speak to it as if you're
(47:33):
talking to a friend on Zoom orFaceTime.
That's the trick and you filmthose videos and then you have
an editor and they're so.
Ai can now edit too.
It's incredible, but you eitheruse AI or have an editor create
those videos and then you spacethem out once a week and then
(47:53):
you also feed it into AI, a toollike Opus Clip.
That will turn it into shortform content and you do daily
shorts and at the bottom of theshort you can link a related
video.
You link the related video tothe long form video and that's
your full YouTube strategy.
It takes you maybe a littlemore than half a day, including
the planning, or every othermonth you could just do a full
(48:16):
day.
So you do some planning andthen you do kind of like a
longer content shoot and youfilm eight or nine videos,
however many you need for thenext two months.
Um and uh, and then then youjust batch them out.
So it is a time commitment, butit's not as crazy as people
think and I also reallyencourage don't just try to do a
video every week.
You'll burn yourself out Ifyou're filming a new video every
(48:36):
week.
I'd highly recommend having afilm shoot every month or every
other month.
Speaker 2 (48:48):
Awesome.
Tons of value, massive value.
Alec, heck everybody.
Alec, I have one quick questionbefore we go.
You brought up Opus Clips.
Have you done any testing onutilizing just a straight Opus
Clip video versus DaVinci or anykind of like other editing
software like?
Or is it all about the content,or does you know the AI
generated stuff that Opus clipsdo?
(49:08):
Is that enough, or have youseen a differential?
I'm just curious.
Speaker 1 (49:12):
So that's a great question.
We've tested Opus against someother platforms.
I don't know if we've usedDaVinci, so I'd have to look
into that one, but I know we'veused some other platforms as
well and we found that Opuscreated some of the best, or at
least they're top rated.
One of the things we reallylike is it ranks the videos and
then it says these are the onesthat we think has a virality
score.
What I would say is videos thataren't edited like that, that
(49:38):
are filmed just as regularshorts do, tend to perform
better.
However, it's better to havesomething than nothing and it's
not going to harm you by havingthose shorts.
We actually do both, so we'lldo shorts that are filmed kind
of the classic way just pick upthe camera or pick up the iPhone
and record and then we'll alsodo the AI generated shorts and
(49:59):
we're not sorry.
Speaker 2 (50:01):
AI enhanced?
I don't know yeah.
Speaker 1 (50:04):
Not generated.
That's a very different thing.
That's not what I'd recommend.
Speaker 2 (50:07):
Sorry, AI enhanced.
Speaker 1 (50:09):
I stopped myself saying that, yeah, where it
pulls the clips and and so, andreally I would say it's probably
like 20 to 30% better when youdon't use the AI, but you might
as well get the result If you'renot.
If it's the difference betweennot doing daily shorts and doing
it, just use the AI, map it out, link it back to the original
video.
It's free advertising.
(50:30):
Those videos like almost alwaysget hundreds of views.
You know not if you post toomany, but if you're posting like
one a day, it's YouTube's goingto send it out to people and
then you include the relatedlink to your long form video.
You will get views on thatvideo.
So it's basically like a freead.
Speaker 2 (50:47):
Awesome.
Okay, everybody at outreachcom.
I'm assuming they can find youby searching your name on
YouTube.
What is that the best way youwant them to reach out to you?
I know you have a downloadable.
We'll put it in.
Speaker 1 (50:58):
I've got the gift as well, which is pretty easy.
So it's a 19 page YouTube adstrategy.
Pdf also includes links to mysoftware and all that.
It's just adoutreachcom slashgift.
That's A-D-O-U-T-R-E-A-C-Hcomslash G-I-F-T, adoutreachcom
slash gift and you can downloadthe PDF and there's also a
training on the next page aswell.
Speaker 2 (51:17):
Awesome.
Thank you so much, Alec, forcoming on.
I really appreciate sharing allthe value.
Until the next time, everybody,my name is Matt Bertram.
Bye-bye for now.
Popular Podcasts
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.