YouTube Ads: The Best Offers, Funnels, and Strategies To Get Clients

YouTube Ads Overview

In this section, Brian provides an overview of using YouTube ads to generate leads, calls, and clients.

Introduction to YouTube Ads

• YouTube ads are the new TV commercials as everyone is constantly watching YouTube on their phones and desktops.

• Placing YouTube ads in front of videos that users are watching at the time they express interest in a problem helps convert them into leads for businesses.

• Google ads encompass various types such as search ads, display ads, discovery ads, shopping ads, and video campaigns.

• Google Discovery ads act as modern-day billboards on the internet and can be seen while scrolling on platforms like YouTube or Gmail.

• Search ads appear when users search for specific keywords on Google and can lead them to landing pages or opt-in pages.

• Shopping ads are effective for e-commerce businesses selling physical products.

Importance of YouTube Ads

• YouTube ads are ideal for brand awareness and lead generation, attracting new customers to businesses.

• Remarketing with Discovery and search ads helps target those who have watched the initial ad but haven't taken further action.

• Using a combination of different types of Google ads ensures comprehensive brand reputation management.

Google Ads Ecosystem

Brian explains the components of the Google Ads ecosystem.

Components of Google Ads Ecosystem

• The central component is the Google Ads account from which all ad campaigns are managed.

• Besides running ads on YouTube through a Google Ads account, there is access to other types such as Discovery, search, and shopping ads.

• Discovery ads serve as billboards across various websites and platforms outside of YouTube. They can also appear in Gmail for remarketing purposes.

• Search ads appear when users search for specific keywords on Google. They can lead users to landing pages or opt-in pages.

• Shopping ads are effective for e-commerce businesses and appear in the Google shopping section when users search for relevant products.

YouTube Ads as Primary Focus

Brian emphasizes the primary focus on YouTube ads within the program.

Importance of YouTube Ads

• YouTube ads are crucial for brand awareness, lead generation, and attracting new customers to businesses.

• With a large number of people watching YouTube videos on their phones, running ads on this platform ensures high visibility and exposure.

• Discovery and search ads complement YouTube ads by remarketing to those who have watched the initial ad but haven't taken further action.

The transcript is already in English.

YouTube Ads for Mass Market B2C Offers

This section discusses the suitability of YouTube ads for mass market B2C offers, such as health and fitness, dating, relationships, make money online, and bizop.

YouTube Ads for Mass Market B2C Offers

• YouTube ads are effective for mass market B2C offers in the health and fitness, dating, relationships, make money online, and bizop niches.

• YouTube is one of the largest websites globally and has a massive user base.

• AI algorithm-based audiences are now used for targeting instead of specific video channels or content topics.

• Creatives play a crucial role in the success of YouTube ads.

• It is a misconception that YouTube ads work well for any type of offer.

Suitability of YouTube Ads for B2B Offers

This section discusses the suitability of YouTube ads for B2B offers and highlights when it may not be the best strategy.

Suitability of YouTube Ads for B2B Offers

• YouTube ads can also work for certain B2B offers if the target market size is large enough.

• Examples include agency owners, coaches, course creators, dentists, chiropractors, lawyers.

• However, it is not advisable to run YouTube ads when targeting super niche markets with very few potential customers.

• For example, targeting car dealership owners in Germany or independent tax professionals may not yield significant results due to limited audience size.

• Alternative strategies like cold calling or direct outreach may be more effective in these cases.

Using Facebook Ads vs. YouTube Ads

This section compares using Facebook ads versus using YouTube ads based on target audience demographics.

Using Facebook Ads vs. YouTube Ads

• Facebook ads may be a better strategy for targeting specific demographics, such as tax professionals or businesses making $40 million or more per year.

• Facebook has a larger user base in these demographics compared to YouTube.

• YouTube ads can still be used for remarketing, search, discovery, and display ads to target audiences who have already engaged with your brand.

Challenges of Targeting Specific B2B Audiences on YouTube

This section highlights the challenges of targeting specific B2B audiences on YouTube due to limited audience size and decision-maker engagement.

Challenges of Targeting Specific B2B Audiences on YouTube

• It is challenging to target very specific B2B audiences on YouTube due to limited audience size and low engagement from decision-makers.

• For example, targeting businesses making $40 million or more per year looking to hire call center employees may not yield significant results.

• The number of businesses in this category that actively watch YouTube videos and can be reached by ads is relatively small.

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Strategy for YouTube Ads

In this section, the speaker discusses the strategy for running YouTube ads and advises on whether certain niche audiences or offers are suitable for YouTube advertising.

Considerations for Niche Audiences

• It is important to consider whether the target audience for a specific niche offer is present on YouTube.

• The chances of reaching these niche audiences at the right time with YouTube ads and generating a profit can be very challenging.

• It is recommended to avoid super niche audiences or offers and instead focus on broader markets such as business opportunities, making money online, health and fitness, dating, relationships, etc.

• These broader markets have a wider variety of customers who are more likely to make purchases, allowing for higher ad spend and return on investment (ROI).

Consulting Clients

• As an advertiser providing strategies to clients, it is crucial to consult with them when they want to run ads that may not be effective or profitable.

• Advising against ineffective strategies can earn respect from clients even if they still want to hire you.

• If a client insists on pursuing an ineffective strategy, it may be appropriate to refer them to someone else or provide alternative suggestions.

Types of Funnels and Offers

This section explores two types of funnels and offers that work well with YouTube ads - low ticket offers and high ticket backend offers.

Low Ticket Offers

• Low ticket offers typically range from $7 to $97 and include info products like free plus shipping book offers or online courses.

• These offers often have upsells, downsells, and one-time offers (OTOs).

• To maximize profitability with low ticket offers, it is recommended to lead customers from the initial purchase to a sales call.

• The key factor in making low ticket offers profitable is having a high average order value (AOV).

• A high AOV means that customers spend an average of $50 or more with the business, making it easier to generate profits.

Importance of Average Order Value and Lifetime Value

• If a client has a low ticket offer, it is crucial to ensure they have a high average order value.

• For e-commerce businesses, understanding the lifetime value (LTV) of customers is essential.

• E-commerce businesses with lower profit margins need to consider factors such as manufacturing costs, ad expenses, fulfillment costs, and operational expenses.

• Having a solid LTV allows for confident scaling of offers even if the front-end sales only break even or have minimal profits initially.

• Working with clients who understand these numbers and have them dialed in can lead to successful campaigns.

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New Section

This section discusses the importance of low ticket offers and the need for a high ticket backend offer to scale effectively.

Low Ticket Offers

• Low ticket offers can be profitable even if there is no profit on the front end.

• The goal of low ticket offers is to attract customers who are more likely to make additional purchases.

• Examples of successful low ticket offers include the Tap Brothers' discounted product priced at $37 with upsells and order bumps.

High Ticket Backend Offer

• To scale low ticket offers, it is crucial to have a high ticket backend offer.

• A high ticket backend offer typically involves coaching programs or workshops that are sold at higher prices.

• Without a high ticket backend offer, scaling becomes challenging as profit margins diminish over time.

• Becoming a growth partner and encouraging clients to develop a high ticket backend offer is essential for long-term success.

New Section

This section explains the model used by 90% of clients, which involves YouTube ads leading to an application process and sales calls for high-ticket offers.

The Model Used by 90% of Clients

• The majority of clients use YouTube ads as their primary marketing channel.

• The funnel model consists of YouTube ads, an opt-in process, video sales letter (VSL), application form, and sales call.

• All clients sell high-ticket offers ranging from $5,000 to $10,000.

• The performance of the sales team plays a crucial role in the success of this model.

Importance of Sales Team Performance

• As an adman, driving leads through ads is important but can be limited by two factors: the quality of the offer's messaging and the effectiveness of the sales team.

• Appointment setters should contact leads promptly to maximize conversion rates.

New Section

This section provides a breakdown of the VSL funnel and discusses the key performance indicators (KPIs) at each stage.

VSL Funnel Breakdown

• The VSL funnel consists of YouTube ads, including instream and in-display ads.

• Instream ads are skippable after 5 seconds, while in-display ads appear as regular videos on YouTube.

• The funnel includes an opt-in process, video sales letter, application form, and sales call.

Key Performance Indicators (KPIs)

• Each stage of the funnel has specific KPIs to aim for.

• It is important to track metrics such as click-through rates, conversion rates, and average order value to optimize the funnel's performance.

Setting up the VSSL Funnel

This section discusses the setup of a VSSL funnel, which involves running ads for high-ticket clients and directing them to a landing page. The funnel includes a video sales letter (VSL), an application, a thank you page, and a sales call.

VSSL Funnel Setup

• Ads are run on YouTube to drive traffic to the landing page.

• The landing page collects the visitor's first name, email, and phone number.

• After submitting their information, visitors are taken to a VSL page that typically lasts 5 to 25 minutes.

• The VSL page may include an application form that redirects to a Cenly page.

• From there, visitors proceed to a thank you page before getting on a sales call.

• The ultimate goal is for visitors to become clients through this funnel.

Understanding Each Step of the Funnel

This section emphasizes the importance of understanding each step of the funnel and provides target Key Performance Indicators (KPIs) for different stages.

Target KPIs for Ads

• Clickthrough rate on YouTube ads should be at least 1%, ideally 2% or higher.

• View rate should be 20% or higher, indicating how often ads are being viewed.

• Cost per click ranges from $3 to $5 in the US market and $1 to $2 outside the US.

Target KPIs for Funnel Optimization

• Landing page conversion rate should be between 15% and 35%, with 15% being the minimum acceptable rate.

• Video Sales Letter (VSL) conversion rate should aim for at least 5%, ideally reaching 15% or higher.

• Show up rate for scheduled calls should be 60% to 80%.

• Call conversion rate, indicating the sales team's success in closing leads, should be at least 20%.

Importance of Tracking

• Bulletproof tracking is crucial for optimizing the funnel.

• A provided tracking sheet helps monitor ad spend, impressions, views, click-through rates, cost per click, leads generated, landing page conversion rate, cost per lead, calls booked via Hyros (a tracking tool), call conversion rate, and more.

• Tracking show up rates and actual enrollments is essential to evaluate the effectiveness of the funnel.

Tracking Sheet and Metrics

This section introduces a tracking sheet that assists in monitoring various metrics related to the VSSL funnel.

Tracking Sheet Overview

• The provided tracking sheet allows inputting ad spend, impressions, views, clicks per day, leads generated per day, calls booked via Hyros.

• The sheet automatically calculates view rate, cost per view or thousand impressions (CPM), click-through rate (CTR), cost per click (CPC), landing page conversion rate (CPLR), cost per lead (CPL), call conversion rate (CCR), and more.

• It also tracks show up rates for scheduled calls and the number of clients enrolled each day.

Understanding Metrics on the Tracking Sheet

• The call conversion rate percentage represents clients divided by calls taken.

• The average call conversion rate indicates overall performance in converting leads into clients.

New Section

In this section, the speaker discusses the importance of tracking and recommends using a white column for daily input. They also introduce Hyros as a more accurate tracking tool than Google Ads.

Bullet Proof Your Tracking

• It is recommended to use Hyros for accurate tracking.

• Hyros provides more accurate data compared to Google Ads.

• An example screenshot shows how Hyros tracked 16 sales at $10 cost per sale, while Google Ads only showed 4 conversions at $43 cost per conversion.

• Using Hyros can lead to better decision-making and profitability in advertising campaigns.

New Section

The speaker explains how to integrate Hyros with Google Ads and emphasizes the importance of using it when running ads for a VSSL book-a-call funnel.

The Guillotine Strategy with Appointment Headers

• Having a sales team is crucial in today's business landscape.

• The strategy involves running YouTube ads that lead to a landing page where visitors become leads by opting in.

• Once they opt in, they receive a call from the appointment center. If they don't answer, they receive another call and a text message. Additionally, an email should be sent to every lead who opts in.

• Leads can either proceed with a sales call or be qualified before setting up a second appointment for closing the sale.

• Remarketing strategies include showcasing testimonials and case studies to those who didn't opt-in initially.

New Section

The speaker explains their YouTube ads strategy for clients with VSSL book-a-call funnels, including creating multiple ad variations and remarketing with testimonials and case studies.

YouTube Ads Strategy

• Five ads are created for each client using a script template provided by the speaker.

• The ads direct viewers to a landing page where they can opt in and become leads.

• If viewers don't opt in, they are remarketed with testimonial videos from top-performing clients.

• A separate campaign focuses on showcasing case studies, where clients highlight their success stories and results.

• Google search and Google Discovery ads are also utilized for remarketing purposes.

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Advertising Strategy Overview

This section provides an overview of the advertising strategy used by the speaker for their clients.

Advertising Channels and Funnel Approach

• The speaker uses various advertising channels, including spend.com, to reach potential customers.

• A call to action is used in ads to lead users down the sales funnel.

• Discovery ads are utilized to follow users across different online platforms such as Gmail, YouTube, and third-party websites like ESPN, Yahoo, and Bing.

• The goal is to remind users about the offer and encourage them to opt-in.

High-Level Strategy and Offer Types

This section explains the high-level strategy employed by the speaker and discusses different types of offers.

Low Ticket vs. High Ticket Offers

• The speaker distinguishes between low ticket offers (e.g., for e-commerce) and high ticket offers.

• Strategies for both types of offers are discussed.

VSL Book of Call Funnels

• For high ticket offers, a video sales letter (VSL) combined with a book of call funnel is recommended.

• The key is having a sales team that promptly calls leads after they opt-in.

Key Metrics and Benchmarks

This section highlights important metrics and benchmarks for tracking campaign performance.

Google Doc with Benchmarks

• A Google document is provided that outlines benchmarks and target key performance indicators (KPIs).

• Metrics such as click-through rate, view rate, cost per click, and VSL book-a-call metrics are included.

Analyzing Campaign Performance

This section explains how to analyze campaign performance using a tracking sheet provided by the speaker.

Identifying Bottlenecks

• After approximately 14 days of running ads, the tracking sheet helps identify bottlenecks in the campaign.

• The sheet allows analysis of factors such as show-up ratio, VSL conversion rate, and cash collection.

Optimizing Campaign for Profitability

This section emphasizes the importance of optimizing each step of the campaign to maximize profitability.

Holistic Approach to Campaign Optimization

• Understanding the entire funnel system is crucial for optimizing campaign performance.

• By optimizing each step, including show-up ratio, VSL conversion rate, and cash collection, one can increase profitability for clients and oneself.

Becoming a Valuable Advertiser

This section discusses how understanding the funnel system can make an advertiser more valuable.

Increasing Value through Optimization

• By helping clients optimize their campaigns and generate more revenue, advertisers become more valuable.

• Advertisers who understand the holistic view of a campaign can demand higher compensation based on their knowledge and expertise.