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Do you have a funnel that converts well (or used to convert well) on Facebook ads?
YouTube ads are powerful for a number of reasons, including…
Most of all, right now YouTube ads are still vastly under-leveraged and basically “untapped” for most business verticals.
Just ask yourself:
How many of your competitors are using Facebook advertising vs. how many are effectively using YouTube ads?
In the past 12 months, YouTube has made a big push to make the platform as high-performing for direct response marketing as possible.
Which means it’s never been easier to have success with YouTube ads.
And with more and more businesses every day shifting adspend to YouTube to avoid being dependent on Facebook...
Right now could be your opportunity to cash in on this traffic source, before your competitors even know what hit them.
Ready to get started?
My team has managed over $4 million dollars in profitable YouTube adspend.
Let's walk through our simple 6 step approach to transition your offer to YouTube traffic, so you can start testing & scaling, asap.
For this step, confirm that your Google Ads tracking is set up correctly, and confirm that your ads will be optimizing around the correct step in your funnel.
Did you know you already have access to list of MASSIVE Google Ad audiences PROVEN to convert on your offer?
(Including conversion rates, etc.)
...Even if you’ve never spent a cent on Google traffic?
In this step, you’ll identify 3-5 of these audiences for your initial tests.
But first a word on YouTube targeting: There are a variety of great ways to target people with YouTube ads, including...
Keywords (based on user search behavior on Google & Youtube)
In Market audiences (users who are in the research phase of the buying cycle for a particular type of product)
Affinity & Custom Affinity Audiences (users who have shown interest to similar products and services that you sell)
Placements (relevant channels & videos)
All are worth testing, if you have the bandwidth + initial testing budget. (And we usually build out campaigns to test as many audiences as our test budget will allow.)
But to keep things simple - and since you’re primarily interested in scaling your already high-performing campaign...
We’ve often found the best scaling potential using In-Market & Affinity audiences. So we’ll focus on that for this article.
Here's how to see which of these audiences have worked best for you, so you can simply copy+paste them into your campaigns:
Note the 3-5 top-performing audiences, which you’ll use for your initial tests.
(Also note any major demographic patterns (age + gender) you’re seeing for the offer generally.)
These audience categories leverage Google’s thousands of data points on each user, and as a result have MASSIVE scaling potential.
Now let’s talk about one of the most crucial elements in your YouTube ad campaign:
Your CREATIVE.
The good news is, you DO NOT need "Pro Quality" ultra-produced videos to scale to thousands per day on YouTube.
(An iphone / gopro / webcam is enough to get started)
But you DO need to have a killer video creative.
And here is one easy-to-follow formula that works much of the time.
(You'll want to spin up at least 3 different 3-5 min videos following this framework - the more you test the better odds you have of finding a winner you can scale to the moon with.)
The first 5 seconds of your ad are CRUCIAL to getting your viewer to stop what they're doing and not click the "Skip Ad" button.
Using odd "props" in the video to catch attention visually usually works well.
"What does [holds up weird thing] have to do with [getting X result your audience wants]? I'll get to that in a moment..."
Because we pay for an ad when someone clicks or watches >30 sec of the video, we want to drive down our eventual CPC & CPA by eliminating as many viewers as possible who are not a good fit for the product.
Think about your audience. Who are the people who keep signing up for your offer but are actually a poor fit?
For instance, maybe you have a high ticket coaching program but you're getting a bunch of MLM and drop shipping people signing up.
Disqualify them here:
"And if you're doing MLM or an amazon drop shipping business? This is NOT for you..."
This is where you build rapport & authority by sharing your story to show how you understand where the prospect is at, & how you have achieved what they want to achieve, via your product/process/etc.
Display credibility + social proof by doing the following:
* Show other customers who have also achieved success
* Show where you/your product have been featured in media etc.
We don't want the video to end too quickly, before the viewer has had a chance to click through to your offer page, so in this phase you'll want to elaborate on the features + benefits of what they're going to get.
(You can simply modify the bullet points you probably already have at the appropriate stage of your funnel)
You'll of course also want Middle of Funnel and Bottom of Funnel ads which convey:
* Social Proof (Showing existing customer success w/ your product)
* Urgency (Ends soon, etc.)
(These are pretty straightforward so I won't elaborate here)
Ok so you have your audiences identified, your conversion tracking is in place, and your video ads are created.
It's time to launch your ads!
Here are the key points to remember with your setup:
In addition to trying to match whatever target KPI you have, you'll want to your videos to have a roughly 1% or greater CTR.
We'll start optimizing by cutting the device/demo segmented adgroups that are not performing.
Here's how to make that call:
So how do you scale?
(Note: Feel free to test a couple CPA bid campaigns from day 1, since sometimes you will see early traction with these campaigns. But most of the time they won’t spend until you get a few hundred conversions.)
In addition to these rules…
It's that simple
