A Complete YouTube Strategy Session, Start to Finish (Recorded 2022)

Who is on this webinar and what is it for?

This is a live session for Rich Schefren's Strategic Profits audience about YouTube and YouTube ads, with a pre-recorded strategy presentation in the middle and a long live question and answer session at the end.

Hopefully we are just getting in and getting live. People should be joining us now in the room, and I can see quite a lot of people coming in, which is great. With these sort of things we like to make sure as many people as possible get to see the entire webinar, so if everybody could just drop in the chat where you are joining us from, that would be brilliant. I think you just muted me a second, Jack. Am I back on? Cool. So my technical department have demonstrated awesome ability immediately by muting the host of the webinar. Hey, we are from the UK, you have to allow us these sort of things.

Somebody from Disneyland, Romania, Mike in the UK, Leanne from yesterday, Las Vegas, California, Lisbon in Portugal. We have got people from all over the world, which is amazing.

It is an absolute privilege from my respect to get to talk to all of you as part of the Rich Schefren and Strategic Profits group. I have done a bit of work with Rich over the last couple of years, and hopefully you have seen my interviews on Strategic Profits, one about YouTube ads and this peel and stick method, the other about the metaverse, NFTs and what we are doing with a lot of clients at the moment. Today we are here to talk about YouTube ads.

A little bit about my background. I have been in Google Ads for over 20 years, I have had an MCC for all of that time, and I have got a background in SEO, web and ecommerce, and obviously now running an agency.

Who else is in the team?

My partners in crime are Andy Price and Jack. Andy, can you tell everybody a little bit about yourself?

Andy: Hi everybody, it is great to be here and great to see so many people. I have been in the ad industry just over 30 years now as a creative, and I have worked on some of the world's biggest brands and the UK's biggest brands, across TV, press, posters, all kinds of stuff. I have got a real passion for new tech and YouTube. I think it is one of the best ways of reaching new audiences and raising massive awareness. I am the founder of the business with Simon, and I will hand over to Jack.

Jack: Hi everyone, I have been in marketing about 10 years now. I have done a bit of everything, but the main thing has been advertising and marketing funnels, ClickFunnels mainly. Claim to fame is two Two Comma Club awards for clients.

I am on the keys, I am the geek, the techie. Jack is the techie as well, and he is the flamboyant guy who does a load of yoga and keeps us grounded.

I did try and record this webinar several times, and the danger is that when I do it live it can go into an hour and a half to two hours, because I can talk a lot about certain pieces of YouTube advertising. So there is a piece in the middle which is pre-recorded, which talks you through the strategy, what we do as an agency, how we have got clients to grow their accounts, the peel and stick method and some other things you will find interesting. If you hang around there is a special offer at the end, and some bonuses from Rich.

Please type your questions into the chat as we go through. Jack is going to take a note of those, and after the main part of the presentation we will jump onto them and get some of you to ask us directly. Anything and everything.

What is wrong with the YouTube ads courses that already exist?

They are overpriced, they miss the basics, and they teach a cookie cutter strategy that does not fit your business.

Hello, my name is Simon Young. I am the CEO and founder of s.media, the UK's leading YouTube ads agency. Personally I have got over 20 years of Google Ads and now YouTube ads experience, and we are going to show you how simple strategies on YouTube ads can make sure you get in front of thousands of people and generate tons of new business. For those of you who stay to the end of this presentation, I would like to personally offer you 20 minutes of my time to go over any questions you have got.

As an agency we see people struggling continuously because of the amount of misinformation there is out there about YouTube ads. One of the massive issues I have got with the courses out there is that they are just overpriced. I have seen courses for tens of thousands of dollars, and I have taken most of those courses. I have taken all of the ones out there that are considered to be the best, and most of them miss loads of the basics. Little tiny things you should be doing about your audiences, how to set campaigns up, how to exclude negative keywords, all of these things are only touched on lightly.

I have nearly fallen asleep in a lot of them, and I am the guy who is supposedly supposed to be one of the most interested people in this type of content in the whole world. If I am finding it difficult to get through a lot of these courses, then somebody who is not used to running Google Ads or YouTube ads is going to really struggle and literally lose the will to live.

One of my biggest gripes is that they are trying to teach you a cookie cutter strategy. They say you need X number of subscribers, you need certain calls to action in certain places, you need to just spend more, keep spending, keep going. Fundamentally, I understand that your business is different. You need to apply certain principles from within these teachings, and not everybody's business is exactly the same. A lot of these courses are just going to teach you how to waste money, and waste it very quickly.

Why are you pricing your own course so low?

Because I want to break that part of the industry, and because our bread and butter is still running ads accounts for clients.

I am fed up to the back teeth of seeing people offering courses when they do not practise what they preach. Most of the people out there offering courses at tens of thousands of dollars may well have started out with clients, found a bit of a strategy, and that is what they are teaching. Do this, follow our strategy, follow our cookie cutter approach. We all know that every business fundamentally has different needs, different customers, different price points and different hooks to bring new clients on board.

We as an agency still run ads accounts for clients, so we are able to give you this course at a fraction of the cost of those other courses. This course is worth, in my opinion, and yes it would be my opinion, so much more than any of those tens of thousands of dollar courses, or even the 997 courses which fundamentally normally try and lead you into a bigger upsell.

Somebody said to me, well Simon, why are you prepared to offer this course so cheaply compared to those other big courses? Because we want to break that industry. We want to show people that you can access good quality teaching and knowledge and strategies that actually work for the right money. Yes, there are upsells at the back of this, because if you want to spend time with me or my team that will cost you, but you can access the training by watching this webinar.

There are over 120 videos in our course, and we are able to break it down into bite-sized chunks. It is designed not just for coaches, individual businesses, corporates and their teams, but also for Facebook ads agencies. I know a lot of those are looking for additional ways to drive revenue from their clients, and also ways to support their existing campaigns. If you are not running YouTube ads even as a remarketing tool, we will teach you how to plug YouTube ads into your funnel.

What is your actual background?

Twenty years of Google Ads, an MCC with millions of pounds going through it, a book about YouTube ads, and a system we built called IDA.

This is one of the slides that makes me cringe a little bit, talking about myself. I have been in Google Ads since the very beginning. Going back over 20 years ago I had my own IT business and I was using Google Ads to promote it. I built the websites and went on to work for a lot of clients. Since then I have had my own MCC with millions of pounds going through it, working for clients spending upwards of [figure unclear] a month as an example.

I am not going to say I am the greatest in the world. I am going to say that I am reasonably well known in Google Ads circles, in the fact that I have written a book about YouTube ads and been a pioneer in YouTube ads for the last six or seven years.

We have also developed the IDA system, which stands for intelligence driven ad results. That is a really fancy way of saying we have built a system that makes sure the placements, keywords and bids that run through your account are optimised continually and that you do not overspend.

One of the things I see continually with clients who come to us, and I can always guarantee it, is that they are spending three or four times more than they would probably need to for the same amount of traffic. Then it is a case of improving the quality of the phone call or lead, upping the amount of people converting on their site, looking at their funnel, and making sure their remarketing is in place.

We see so many people who are not even taking advantage of the remarketing opportunities with YouTube. A lot of people come from Facebook and they are doing really well, or maybe they used to get a great return on their investment and now they are just not seeing that same level of conversion, purely because Facebook is so saturated. It may just be a case that you need to add remarketing to your mix, or a different choice or option of traffic generation, and that could be YouTube ads.

Why is YouTube so neglected?

Because people do not make video, and making video is hard. That is the barrier to entry, and it is exactly why the opportunity is there.

I personally do not know why people would be ignoring it now, because Google owns YouTube and Google is using YouTube as a test bed for content. The fundamental problem is that people do not make video. Making the content can be expensive, knowing what to make can be difficult, and by the point you have decided you should make a few videos, you look at your competitors' accounts or the people you are watching in the market and you think, well, they are not doing it, maybe we will not bother. That is the barrier to entry.

YouTube is the number one, the absolute number one cheapest way to acquire new customer interest at the top of your funnel. I am also going to show you how you can, and I hate this word, laser target people. A lot of the trainings out there use that phrase. Fundamentally it is a sniper scope, and if you can get it right you can refine your audience to the point where you are almost putting an ad in front of people before they know they want your product. That is absolutely possible.

Do you need a big YouTube channel before you can run YouTube ads?

No. You need a YouTube account and one video. You do not need to fill the channel with loads of content.

I get so many people saying to me, well, I need regular amounts of content going onto my YouTube channel. No. You need one video. There is such a disconnect between the fact that people think they must have a really big and interesting populated YouTube channel to even use YouTube ads. Fundamentally you just need a channel and one video to get going, and then you place your ads in front of the right people and that business just flows.

We are going to show you the exact strategies we are using to take people's accounts from next to nothing. I have seen clients who have put one video up and spent two pounds a day and have thousands of subscribers from it. We will show you how to get a positive ROI straight off the bat, and then give you the confidence to grow that account steadily while you take advantage of the fact that your competitors are not doing this.

Just sit there for a second and look at the fact: is your competitor doing this? If the answer is no, you have got such a massive advantage to get involved now.

Why does Google favour video so much at the moment?

Because Google is eating video for breakfast, and it will promote a video that answers people's questions to the top of main Google.

If you look at traditional Google Ads, you are competing against other people bidding on particular keywords. The way you can dominate your niche is by producing the right video with the right content in it so that people engage with it. What happens then is Google goes, wow, this is amazing, this video is answering people's questions, and it promotes that video to the top of actual Google for very little money.

I think that I am one of the world's top SEO experts and have been at the top of that field for over 10 years. People may disagree. But if you look at the fact that you can rank a video on the top of Google just by putting the right words and phrases in it, having the right structure and promoting it with a tiny amount of budget on Google Ads, that video can be a gold mine for you. Done properly.

The point is that people are not doing this, because they do not know what to make, what to put in the video, and a lot of them do not even want to get on camera. If you do not want to go on camera, you can do voiceovers, you can employ actors, or you can use other people within your business who are not shy.

Maybe you are paying thousands of dollars or pounds a month for an SEO specialist when you should not really be. Put the right video content together, put it on YouTube, promote it, and if the right people see it and engage properly, Google picks up on those signals really quickly. You can redirect your budget from SEO over to video SEO.

What is TrueView and why does it matter?

TrueView means you get 30 seconds of free advertising, because on an in-stream ad you do not pay if somebody clicks off before 30 seconds.

Compare that to things like Facebook, where pretty much as soon as somebody sees your advert or watches three, four, five seconds of it, it counts as an impression and you get charged. YouTube offers you the opportunity to get in front of lots of people effectively for free.

Why is YouTube targeting better than the other platforms?

Because YouTube is owned by Google, and Google knows far more about all of us than we would probably like to think.

It is tracking everybody. It is the biggest used search engine on earth by far. It knows where you go, which apps you use, which websites you are looking at, how long you are on them, what products you are looking at. It knows pretty much everything about the people using Google, and that is pretty much everybody.

Look at Facebook. You can target interests. Now look at Google, where we can target an interest, where somebody has been, if they have been on your competitors' site, and what other products they have bought. All of which means a much better return on investment, a better cost of conversion, and long term stability and predictability in how you can take your business forward.

What results have you produced for clients?

Leads for high ticket items, achieved within the first two or three months of running their YouTube campaigns.

These are leads for high ticket items. Beauty therapists where people are taking laser hair removal for hundreds of pounds. An orthodontist where some of their average bookings are seven to ten thousand pounds. An ecommerce clothing store getting a three times return on their ad spend on a very high ticket and premium product. These are achieved very quickly and very consistently within the first two or three months of getting involved.

I would like to say this is a golden era for YouTube. So many people are missing this opportunity right now.

How do you target your competitors' traffic?

You put your ads inside their content and target the people who are visiting their websites.

It is so easy to target your competitors' traffic. Somebody has been on your competitor's website, and then two or three days later they are in the mood to buy, or they are in market for your product, and they see your company and your advert.

The opportunity is endless. You can get right into the top of the search results, not only on the front page of YouTube for your chosen keywords. Once you get to that position and your keywords rank, if your video is interesting Google will measure the engagement on those videos and promote them into main Google, probably negating the need for an actual SEO strategy.

Imagine somebody searching YouTube or Google for a video to get answers, find a product or learn something. Up comes a list, people click on those videos to watch them, and that is when your ad can come up.

You can also target very specific and individual channels, so you can put your ads into particular channels and then see how those ads perform there. Going up against competitors, going up against topics and placements, and looking for the exact placements that generate the most people coming through to your site, the most enquiries, the most phone calls and the most orders.

The other thing that gets me really excited is that you can target individual videos, so you can choose which video you actually want your advert to appear in. I call this a pattern interrupt. Somebody is busy watching a video on a particular topic, and then your video pops in. All we have got to do then is grab their attention and make them watch your ad instead of what they were watching at the time.

What are the three mistakes beginners make?

Going too broad too quickly, copying and pasting content from other platforms, and rushing to get live without a proven strategy.

The third biggest mistake is going too broad too quickly, and it is so annoying to me as an ads professional that I see nearly all of the courses out there teaching people they want a broad audience to start with. All that does is put your ad in front of the wrong people. It means you cannot learn as quickly as you would like, and it means you just waste ad budget hand over fist. Remember, no matter how good that advert is and how interesting the video is, if it is not in front of the right people it is simply not going to convert.

The second biggest mistake is copying and pasting content from other platforms and thinking it is going to work on YouTube. A lot of agencies are very lazy. They want to get the account running super quick, so they take content across from Facebook or wherever and put it onto YouTube and think that will work. It simply does not. YouTube is somewhere people come to research and learn. It is a teaching platform. The biggest search terms are how to.

The really big mistake is just wanting to get going too quickly without using a proven strategy. Putting an ad live and testing it using what they perhaps know about Google Ads. I have seen a lot of companies with experienced people in Google Ads who just want to get an ad live and rush into it, and that is the best way to waste a load of budget, get no results or very little, or get confusing results you cannot really discern anything from.

I am passionate about YouTube ads and I am really fed up with seeing people give up. There are a load of people out there who have tried YouTube ads and think it is not for them, and usually it is people who have tried it and not stuck to a formula.

How should a YouTube ad be structured?

Hook people in, educate them, and then give them a reason to take action.

The structure of ads on YouTube is not complicated. The first thing you have got to do is hook people in and give them a reason to continue to watch. The next thing, and you will have seen us talking about this if you have watched anything on our own YouTube channel, is educate people. Teach them, show them, let them understand what your offering is and what your product can do for them.

The next thing, and this is where I see people making massive mistakes, is give people a reason to take action. I have seen so many videos where people go on, educate, do loads of great stuff, and then just forget to ask people to come onto their site or make an enquiry. Give them that call to action.

Do you need expensive kit and fancy production?

No. Look at this fancy camera. We do not necessarily need one of those.

It is really easy to get content onto YouTube quickly, and you do not need to spend fortunes. Yes, you can go and get actors, put fancy effects in your videos and take loads of time editing, or you can just get going.

Authenticity is something we talk a lot about to clients and teach in the course. It is so important to get your face, your brand and your message across in a truthful and honest way to that potential customer. It makes so much difference to the way your brand is perceived and to the number of people who click through and take action.

You can use a simple and authentic approach, or you can run with b-roll or integrated video from other assets you have already got. We like cutting things up and we also like straight to camera. My business partner Andy Price, who is one of the UK's leading creative directors, has shown lots of different ways to achieve these results within the course.

When you have found the recipe that works, it can be a case of copy, paste, upload, repeat. It can be just a few minutes every week making some content and uploading it in a format you know works for your business and your customers. It is just a machine at that point.

How much do you actually need to spend?

Not hundreds of dollars a day. I have got clients spending two dollars a day and getting fantastic results.

This is a complete misconception. One client springs to mind, a mortgage advisor. She spends I think 2.50 a day. She has spent as high as five dollars a day, but she could not cope with the number of leads she was getting at five dollars. She is getting three or four really good enquiries a day for a dollar each.

We have seen people literally transform their entire business off the back of budgets as low as five dollars a day.

How do you set the campaign up properly?

Use a custom video campaign rather than the cookie cutter ad strategies already set up in YouTube.

One of the biggest mistakes people make is using the cookie cutter ad strategies that are already set up. What we are going to use is a custom video campaign. As for placements, we do not want our ads going just anywhere, so select computers and mobile phones and exclude things like TV. Next, add the URLs and placements you have already selected when you did your research earlier.

Now this is the bit a lot of people miss, and it is not taught in very many other courses at all. Here is a list of where your ads appeared. You are able to see which videos your adverts appeared in, and you can then look at which videos created conversions, how many people watched, and how many clicked through per placement. It is really easy to filter and understand what content is working for you, and you are going to find themes in there. You might think it is obvious, but this part is fascinating, understanding what that customer is actually doing before they buy.

What is the strategy, step by step?

Start with as many placements and specific keywords as work for you, run three adverts, find the winner after a week, and only then raise budgets and expand audiences.

Go ahead and create a campaign with as many placements and specific keywords as are going to work for you to start with. That gives us the biggest, broadest but most accurate audience. Create a discovery ad and add it to all of the keywords for your business.

We also want a choice of creative, so we understand whether ad one is better than ad two, and whether people respond to ad three better than ad two. So you want three pieces of content, three adverts, to start with. After a week you are going to be able to double down on the creative that is winning.

Here is the important bit. Only once we have got a winner and we understand what is working do we up the budgets and start to expand the audiences. It then becomes a rinse and repeat process. Put up your creative, understand the audience, do not scale until you have got winners, and then you are ready to really scale the whole campaign.

You do not need deep pockets and you do not need confusing tactics. What you do need is a tested strategy that works pretty much every time.

I like simplicity. I like simple ways of running accounts and making it easy for people to understand where their successes come from and where the failures are. That is fundamentally how we learn. There is a basic set of easy rules and steps you need to follow. I have been doing Google Ads for over 20 years and I do not know half the tools in Google Ads. It might sound silly, but there are hundreds of different tools in there.

Why wouldn't I put myself inside a ring of fire halfway through a webinar? Now you have got over the fact that I have put myself in a ring of fire halfway through a webinar, look, it is easy, genuinely, but you have got to stick to the method.

Is YouTube the be-all and end-all of advertising?

No. You need a mix, you need a great funnel and you need to be across all the socials. But YouTube is by far the best top of the funnel awareness and initial contact with customers.

I am not here to convince you that YouTube is everything. I am here to ask you whether you can see this working for your business.

What is in the course and what does it cost?

Fourteen modules and 123 videos, with lifetime access, for 497 dollars, or a fast track package that adds a month of one-to-one calls.

Here I am introducing the Absolute No YouTube Course. Fourteen modules with a hundred plus videos. I know that sounds a lot, but we have broken everything down into bite-sized chunks and individual modules, so if you want to skip bits or go over individual parts you can. We have given you all the tools you need, full access to everything, updates and lifetime access to the whole course and everything we change going forward. You are going to know all the pitfalls to avoid, and learn how to target effectively, optimise your channel and scale effectively while getting a positive ROI.

Just for the fun of it, this time I have put myself inside a coffee mug. If you buy the course today I will give you a free copy of my book, Privacy, Toasters, Videos and YouTube Marketing. It is a great read if you are into that sort of thing, and the feedback so far from industry insiders within our network has been incredible.

Most courses out there are an absolute rip-off, claiming to be amazing, but most of the people behind them do not run ads for clients, they run ads for themselves. Myself and my team want to become people you can rely on, part of your team, someone you can come to for help in the future. That is the main reason you can join for such a low investment.

There are two options. Option one is the full course. If you or an employee just need the course, that is fine: 14 modules, 123 videos, all the strategies and scaling techniques, and access to our Facebook group. Option two is the fast track package, one month of VIP treatment, four one-to-one calls with me or a member of my team, and unlimited email support. Send any question to my team and we will be more than happy to help you out. Our goal is for you to have success on YouTube. Check it out at yt-course.com.

In the course you get 14 modules and 123 videos valued at 4997, YouTube strategies and scaling techniques valued at 1997, access to the Facebook group, a free copy of the book, and all of the added bonus modules, which are exclusive to Rich's list. The entirety of that is just 497 if you order today.

What are the bonuses?

Rich: It is the YouTube Ad Creation Formulas of the World's Best Marketers, 2022 edition, a collection of proven YouTube ad creation formulas straight from the best of the best YouTube marketers on the planet. It is valued at 97 each for a grand total of 388 dollars, and when you enrol today in Simon's course you get them absolutely free.

Secret number one is a proven four-part formula for creating blockbuster YouTube ads, delivered by Alaric Heck. Secret number two is the sneaky YouTube ad formula used by nine figure brands, by Ian Nagy, the founder of VidTao. Secret number three is the simple YouTube ad creation formula that has helped one agency generate over two billion dollars in revenues, by Walter Burch. And secret number four is the peel and stick YouTube ads method that decreased my CPAs by 50 percent, by none other than Simon Young.

I am amazed to be on Steal Our Winners, amazed to be recommended by Rich, and amazed really to be in the company that I am. The experience I have gained over 20 years of Google Ads and now five or six years of running YouTube ads has brought me to this point.

Alaric Heck's four-part formula is a great strategy that I have obviously reviewed and used, and Rich has recommended it before on Steal Our Winners. Ian Nagy's sneaky YouTube ads formula: I know he talks a lot about the fact that if you rely on Facebook ads alone you may find your account banned or suspended, and if that is your only source of leads that can be a problem. YouTube, I believe and he believes, is a massive lever and an alternative source of leads that should be plugged into pretty much everybody's business. Walter Burch's simple YouTube ad creation strategy will teach you alongside what we do, so you can compare and contrast our methods with his. And last but not least, me. The peel and stick method has allowed plenty of my students and clients to get 50 percent or more saving on their ad spend.

How do I guarantee my ad only appears on the videos I select?

You can choose the placements you want, but if you choose a very small number of videos your campaign simply will not serve.

Michael Leahy asked this one. You have to imagine that your ad needs to be served a number of times to get any traction whatsoever. If you select videos, even ones with tens of thousands, hundreds of thousands or millions of views, that video may only be played by the potential person you specified in your audience a handful of times a day.

We all have to remember that the biggest thing we have got to be scared of is that Google's modus operandi is to take the money from your wallet. They want to take as much money out of your pocket as they can without scaring you, and often without you giving up on your campaign. But equally, if you try and serve ads where there is just no money in it for them, they will not serve them at all. So you could bid really high and achieve it that way, but you really do need a topic or a really big list.

We have got tools where we can look at specific keywords, find all of the videos mentioning those keywords, and look within those videos to see if there are ads already running for people like yourself. We can then look at those ads and see if people have had them running for a long period and whether they have spent a lot on them, because if we find an ad in your niche, or niche as a lot of you guys would say in the US, and somebody has been running it for a long time, they are clearly not wasting their money and they are obviously getting success. We can then replicate that strategy into a lot of those videos.

Why did you not pitch this course at 15,000 dollars?

Because what I really enjoy is diving into somebody's account, helping them get a win, and getting that wow. If people pay ten or fifteen thousand and then have to put ad spend on top, that gets in the way.

This offer is exclusive to Rich's Strategic Profits members, so you are the first to get access. When Andy and I went out to build this course we started building it over a year ago, so it is not a Fiverr job, it is not piecemeal, and it is not something we cobbled together with three or four videos that are several hours long and bore you to tears. The reason it has got 14 modules broken into 123 parts is that we know some people want to go from the very beginning and learn everything, and some of you want to skip to the meat and potatoes and get to the deep strategies.

We were originally planning on pitching this into corporate. We believe there are a lot of corporates out there who are not being served, who are not in the coaching niche, who are running and spending tens or hundreds of thousands of dollars a month and are hungry to learn. A lot of our clients have come to us with amazing vision for what they want to achieve with YouTube ads and then struggled to deliver it because the commitment and knowledge is not there. We were going to pitch this course at 15,000, having spoken to Rich and many other people in internet marketing and some of the very top people, and had them look at the course.

Let us be honest, a lot of people do not go through courses because they cannot find the pieces they actually want. So we are giving you the ability to dive into the pieces of the course you want, and then VIP support if that is what you want. You can buy the course and come back later and buy the support if you need it. From experience, people do come back and say, look, I need help. Everybody needs help. Literally every account I have ever worked on, from accounts spending a hundred dollars a month to accounts spending five hundred thousand dollars a month.

If you take every single Google Ads exec out there and ask their opinion of an account, you are going to find probably 10 different opinions of how to take it forward. But the one thing we do not want to do is listen to the Google Ads execs who phone you up. If you get somebody on the phone from Google you think, oh great, but 99 percent of the time they are on commission and they are trying to get you to just open your wallet. Have you tried this strategy, have you tried that strategy.

Can you rank a video at the top of Google?

Yes, and it is almost like the good old days of SEO.

There is a strategy within this for ranking videos number one on Google. I have been very outspoken about SEO in the past and I think I am one of the world's best at SEO. The point is that if you can take video now and rank it at the top of YouTube, which you can do really easily as long as that video is relevant and you break the chapters down and put the right title words and descriptions in, it is almost like the good old days of SEO. You can almost keyword stuff, and there are ways to do that.

Then you get it in front of the right people, and specifically make people see it who will watch a lot of it, rather than the wrong people. That gives Google a great signal and it gets those videos to the top of main Google, not just YouTube. Think about it: we could never rank a website at the top of Google within a few days, but you can rank a video at the top of YouTube within a few minutes.

Google said, I think back in 2018, that they wanted the entirety of Google to be video by 2020. They have not achieved that, but now they are looking further into it. They really do, and I think I used the phrase during that presentation, eat video for breakfast.

Why does tracking matter so much?

Because it is so difficult nowadays to get the exact numbers, and you need a single source of the truth.

There is not a lot mentioned in this webinar about tracking. My background is that back in the day I qualified as an accountant, I got into running ecommerce websites of my own, and then this great big website called Amazon came along and pretty much put me out of business, and I ended up in the agency landscape.

I say that because I love the numbers. I nearly said the word fundamentally again. People will notice, I have noticed watching my own webinar, that I say it a lot. You can call me Mr Fundamental if you want. I love the tracking. We have to understand that it is so difficult nowadays to get the exact numbers, and we need a single source of the truth, and Jack is that single source of the truth. When you start building in all of your tracking and your funnels and the back end of that, that is the real skill he brings to this team and helps lots of our clients with. You will learn that within the course.

If you book the VIP fast track you get four weeks of one-to-one support with me, or Jack or Andy, and you can choose other members of the team. If you need help with copywriting you can have time with Andy. If you need help with building your funnels, Jack is brilliant at that.

Why do you keep saying you love helping people?

Because the piece I really love is helping people, and I see so many people giving up with YouTube ads, which is criminal.

There is such a disconnect. There are so many people who will give you a course and walk away and not help you going forwards, and people give up. When it is done right, YouTube is the best source of quality leads. It is not the best source of cheap leads. I had a client on to me yesterday who was getting leads on Facebook for a pound, or around a dollar. I said YouTube will not produce leads at that price, but you will get a far better quality of lead, and long term you will be able to dial it in to the point where you know that if I put X in, I get Y out.

The reason the course is only 497 is because I want to work with you. I want as many people to do YouTube ads as possible. I do not want people to give up on it, which I see all the time. I do not want people to go and spend ten thousand dollars and then give up on it, which is criminal to be fair. I want you to love YouTube ads like I do.

If you are in Strategic Profits, this offer of the coaching going forward stands. I know there are a lot of people who say, look, I just want to get going, or I am already in a good place and I need some coaching. I normally charge 500 an hour for coaching, so I am literally giving this away to get you on board and get to know you.

I know we are in the UK and we do have a slight time difference issue, but the way I work nowadays, it is just after 8pm at night here, and I have no issue jumping on calls with people up to sort of midnight UK time. I do not do that for everyone, but I have had a lot of people come to me and say, Simon, why are you so cheap, because they have worked with agencies in the US and been charged ten thousand dollars a month to run their YouTube ads, when our packages start from about two thousand dollars a month if it is a done for you.

Do you recommend TubeSift or AdVault?

Use them both. I use a tool we have built ourselves for finding the placements.

I do not mind TubeSift. As long as you can get a list of placements that match your criteria, you can then build the audience around it and look into the data. This is the testing part which we teach in the course. It is test, run, reiterate, rinse and repeat, then look at the data and make notes at the start.

Put down your assumptions. We all know that presuming something is normally the route to getting it wrong, and making assumptions around your audience is also very dangerous when you come to running YouTube ads. If you are busy doing it on Facebook, Facebook will show to a very broad audience. You have got such an opportunity in YouTube to dial it right into people who are using particular apps, people of particular ages, in certain places.

Can you target a company by name and address?

No, not their name and address, but you can target their URL.

Somebody asked in the chat earlier whether you can target a company by name and address. You can target their URL, you can target specific apps, and you can target specific checkout pages. That is one thing we did particularly well with a client where we were targeting the checkout pages of their competitors, and building the people into a list who had actually been on their checkout, or on their webinars. Once you get into it, it is about testing those assumptions.

People really do not do this. I see a lot of the bigger courses, without naming names, using spray and pray, creating an audience, telling you to go really broad, telling you to use Google's target cost per acquisition tools. I would much rather see you work your way up from the bottom, so you are in control of all the budgets, in control of the targeting and the audience, and then you are able to learn from what you put into the algorithm.

Do not trust Google as much as a lot of people tell you to, because those days will come to an end in five or ten years time, and we all want to be millionaires a lot quicker than that. The opportunity is there to dial it in for you and understand why, and when you do that, that is when you beat these other people.

Now you can start to see why Simon does not do his webinars live, because he gets completely off track and does not answer anybody's questions. Jack, you have got to keep me on track.

How do you get doctors to see your videos in a B2B medical niche?

You look at what doctors are watching and where they go, rather than only at things doctors do.

Joseph asked this one. Let me give you an example before I talk to your particular question. When we do normal Google Ads, and obviously we do normal PPC as an agency as well because there is business to be had there, we have a client in time and attendance systems, so clocking in cards. When I search time and attendance on Google I see four ads in a row that all say time and attendance, time and attendance. It does not speak to the person we are trying to talk to. They have searched it, so we will show them it. That is very narrow minded thinking.

The way we actually need to think is, and this is a line that Andy wrote, what we actually put in front of people was: Sarah is late for work again. That is a standout piece of creative. It breaks up the pattern.

When we start to talk about getting into a medical niche we have to be careful, because I nearly said fundamentally again, Google does not like medical. You have to be certified to sell medical products. So there are two ways to do this. If you are certified and you are allowed, and I do not know whether you are selling a medicine or a product, medical advertising has unsubstantiated claims rules and medical allowances and all of those sorts of things, and you can really easily get ads banned.

But what we could do very easily is look at what doctors are watching. It might not necessarily be things that doctors do. I know that sounds a bit odd, but what we need to do is look at where these doctors go, which websites they go to, which apps they use. Let us say there is the, and I do not know the name for it in the US, national association of doctors. Whatever that app or website is, we can use it as a target: we need people to have visited this. But we can also then show it to people who are searching for cars. You know this person is probably a doctor because they have been to the industry specific website or app and they have searched very specific keywords. We can look at the volumes of the keywords those people have searched, and then go and show it to them while they are doing something else.

If it is a three or four minute ad and they watch up to 29 seconds, we do not pay anyway. Then we can say the people who watch past 29 seconds, we pay a very small amount for. This is the other thing I see with so many people teaching Google Ads, or doing Google Ads and YouTube ads themselves: they are overpaying massively for that first view.

What we want to do is see how far people watch through these videos. Without going into teaching mode again, if somebody watches three quarters of that first video, then we can show them video two, and that is where we probably do the sell or the hook. You do not necessarily need to go into full sales mode on that first video, because it often turns people off. If we were placing it into a specific set of videos that we know these people are already in that niche, we then go, right, here is a separate video, a remarketing video, that we are now going to get you to take action on. Then we measure the cost of acquisition and the click-through rates, and do they then convert into a phone call, or watch a webinar, or fill in a form, or join. I had somebody this week who wants people to join a Telegram group. So what was the cost to get them to do that?

Does the cost per lead get more expensive as you target more narrowly?

It depends what niche you are in, and it often depends on how much competition you have got.

As you scale, Google will often give you a very encouraging start. You get off to a flyer, as I would call it, and you do really well in your test phase, and then you find as you scale within certain audiences you either run out of audience, or your cost per view goes up and therefore your cost per acquisition goes up.

The piece where you want to get clever is finding the other audiences, and keeping your average cost per view, cost per conversion and cost per click as low as you can, and monitoring it. A lot of it depends on whether you have got a lot of competition where you are bidding against other people. It can get incredibly complicated, but the start of this is one or two campaigns and a set of videos that you test against each other with different hooks. Then you measure which ones are working, turn off the ones that are not, and use that successful video inside other audiences.

It can be as simple as, if you are talking to women, maybe it is a woman presenting the video. It depends on your audience and what product you are selling, and this is why I do not like the cookie cutter approach, because it is not as simple as creating an ad and sticking it on a broad audience. That can be one of the worst things you can do, because it swallows all your budget and you do not really learn anything.

The peel and stick method that I teach, which is one of the bonuses, and I cannot believe what Rich is giving away on the back end of this for 497, will show you the channels your ads have appeared in and where the conversions come from. In the doctor scenario we were talking about, we might see it is people who have been watching at a certain time of day, or on a certain day of the week. Then you can easily say, right, we need to turn off the weekends, or Monday and Tuesday, and it is only Thursdays that we get loads of conversions and we do not know why. It is the why that gets you excited, and that is what gives you a massive advantage over your competitors.

Do you show people how to build the landing page after the click?

There is a simple section for that being added to the YouTube course, and if somebody joins VIP I am happy to jump on a call and start with them.

How on earth do you target a checkout page?

Not with a pop-up. It relies entirely on what Google already knows about the individuals using those pages.

J Mike asked how the heck do you target a checkout page, do you use a pop-up, which could be devastating. No, nothing quite so sophisticated as a pop-up at all.

What we have got to remember is that Google knows everything about everybody. I have experimented with saying certain words, whether that means I have got WhatsApp on or I have got an iPhone. The reason the book is called what it is, and has the word toasters in it, is because I believe your toaster is listening to you, or will be at some point in the future. Your devices are listening to what you are talking about day in, day out. Andy and I have done this many times. We have sat in the car on the way to a meeting and talked about a topic, or a product that we would never purchase, and the next day, bang, ads for that product.

That is not the scenario of targeting a checkout page, but what I am saying is that Google knows who has been on those pages. They are never going to share that information publicly, but they know. It is not going to work for a page that only gets 50 visitors a month. It needs to be a significant number, otherwise Google just will not have enough data, or you need a whole bunch of checkout pages from lots of different competitors to build up those numbers.

It is all relying on what Google knows about the individuals, and it is making us as advertisers more reliant on their system. No competitor of mine is going to allow me to put a pop-up on their website. First off it is not legal, and secondly there are privacy laws, and everything that is coming in with cookies and the tracking behind that, and the privacy changes on iPhone. Targeting by device, by page, all of that can be done. It is just about feeding Google the right data to go into the campaign. It is not illegal, because Google has got that data. They are not sharing it, they are just giving us the interface to talk to that database.

What does the course actually cover, module by module?

The groundwork stage, the setup stage, marketing, campaign and advertising structure, the numbers, the technical stage, the creative stage, monitoring, useful tools and tips, the advanced stage and troubleshooting.

You get everything from the basics: how to start, how to set yourself up properly, how to create ads, step by step how to build a campaign, how to do the audiences, how to do testing, how to monitor, how to build the ad itself, how to structure it and how to report the data.

So we have got the groundwork stage. We have got the setup stage, how to set up everything, which is a massive module with what to avoid and exclusions, and there is a lot in there. The marketing stage. Campaign and advertising structure. The numbers stage. The technical stage, which is not actually technical, it is just through videos, so do not be scared by that, and pitfalls to watch out for. The creative stage, which Andy has done, and again there are loads of templates and video recorders for that. That is one of the biggest modules. The monitoring stage. Useful tools and tips. The advanced stage, which is scaling. And then the troubleshooting stage at the end.

When I set out to build this with Jack and Andy and the team, you can use the phrase bit off more than we could chew. I did not want to sell something that could ever really be criticised as basic. To get success in YouTube ads you need to know all of these basics. I have not really seen anybody talk to people about the exclusion stage, looking at the data within individual channels and why certain conversions are coming through, and whether those conversions are good conversions. The thing we need to do is teach Google, not let it run away on its own.

Yes, it works on its own. I have taken people's accounts where somebody came to me spending 60 or 70 thousand a month, and I cut his cost in half just with a couple of tweaks to his account, and he thought his account was amazing. That is because Google will always try and take more from you.

What does the lifecycle of an ad look like?

You will see a campaign dial in by about day 30, peak at 45 to 60 days, and then dive off, which is why you launch the next ad around day 20.

You will see some of the graphs we draw. Start a campaign on day one. After day 30 you are starting to see that the dialled in cost per acquisition is getting there. Then you might see after 45 to 60 days it is really at its peak, and then you will see it diving off. This happens consistently across multiple accounts.

So we will teach you that if you have got an ad that starts on day one, by day 20 you need to be launching another ad that is going to take over from this one when the first one starts to lose its momentum. Otherwise you can carry on with ad one and it may well do okay, but what is going to happen is Google is going to ask you to pay more. It is always going to say, are you committed, how much can we get out of your pocket, can we rinse you out a bit more out of your wallet. That always happens.

It is teaching you the little tricks that I have never seen anybody teach, and those are the advanced techniques that I think are actually basics. If you are running YouTube ads and spending a hundred thousand dollars a month or more, I can guarantee you there are a couple of things I can do on your account that would probably save you half your budget. Now, is that worth 497 dollars? I should hope so. If somebody phoned me up and said I have got 100,000 spend, can you get my spend down below 50 and give me the same cost of acquisition, and I achieve it, what is that worth? That genuinely is available on a lot of accounts.

What we are saying is that we are going to show you how to set up to do that without getting into the trap of the Facebook scenario, where you are spending and spending and you are hooked. That is fine if you are getting more than one to one, if you get a customer on and there is repeat business to be had and it costs you nothing upfront. Obviously people go and spend and spend, and that is what Google wants you to do. But if we can set you up knowing that it is going to try and open your wallet, and here is what we do before that happens, then each of those lessons in that course is worth 497 on its own. That is why people say, why have you done it so cheaply? Because I want to teach people. We run this for clients all the time and I want to help people get to success. I just love that moment when I get someone on a call and they are amazed at how good it is. That is what drives me to run this business.

What does Andy think is missing from other YouTube courses?

Andy: The wider marketing aspect. Emotion.

There was a particular course we did as a team, and it talks about YouTube, the techniques and the targeting. What they fundamentally missed is the wider marketing aspect. Understanding your business, understanding your client base, understanding your competitors, understanding what your story is and how to articulate that through YouTube ads.

So much of us look at the technical side, but every little bit of it we believe has got value. I know for a fact there are certain modules in there that are worth tens of thousands of dollars just in their own right, about how we help people understand putting themselves in the customer's shoes, writing the right kind of hooks. Because the one thing that is missing in marketing at the moment is emotion. The great ads of the past used to tap into emotions. We have forgotten how to do it. It has become a machine.

The beauty of YouTube, and this is what this course does, is it will help you understand how to leverage emotional storytelling with TV on steroids, with all the tracking and everything you ever need. That is really powerful, because we have never had it before. It has kind of been separate. So I get really passionate about that. Simon and Jack, the technical gods, they are amazing, but there is a lot of other stuff in that course from other team members about understanding your customer base.

It is really easy, because we have been there before as business owners. I have seen it with other friends and family and other business owners who are friends. We take for granted who we think our customers are, we take for granted who we think our competitors are, and we take for granted that we know the way to communicate. There are a lot of really good tools within the course that help you step back, review and think about what you are saying. So it is not just about the technical aspect, it is about the emotional aspect, and about building what I would call proper marketing campaigns on YouTube, not just one-dimensional stuff. There was one course, ten thousand dollars, a supposed world leader, and he did not talk anything about understanding his customers, which is fundamentally flawed, because one of the first things you should do in marketing is ask who are my customers, what are they like, how do they live their lives, how do I connect with them.

How long should you run three ads before you kill one?

It very much depends on the budget you are spending and the audience it applies to, but typically we see 30 to 60 days for the peak to come into an ad.

It can take several weeks for Google to pick up an ad based on a spend. Obviously if you go hell for leather and put a massive spend on it straight away you will learn really quickly, and again we do not necessarily want to do that, although it can be a strategy. If we have got a tight audience and a very specific ad, it can take a few weeks for it to even learn. Typically we see 30 to 60 days for the peak, and we then learn, and at that point we probably turn it off.

What is the budget trick you do not teach in the course?

Turn a failing ad's budget right down instead of switching it off, leave it for 30 days, then turn it back up.

One of the strategies I do not know whether I have taught in the course, so those of you still here are getting this one as a bonus and a freebie. Sometimes you can have an ad that does not do great. You run it, and say 30 or 40 days in you have turned it off. One of the strategies can be to turn the budget right down on it instead. Let us say you had an ad running at 50 a day and it was not performing as you wanted. Thirty days in, you might turn the budget down to five dollars and leave it. Google goes, oh, what is going on there, why have you turned the budget down. So we are trying to play them at their own game.

Leave that ad for 30 days on five dollars. If you then turn that ad back up to 50 or more after 60 days, I will guarantee you nine times out of ten you will find that ad is absolutely smashing it. What has actually happened is that Google has now spent 60 days learning its audience. It was just the fact that it needed to learn its audience, and that is now applied to that ad set, so now you can turn it on and it has got a lot more chance than it had in those early days.

Again, I keep talking about cookie cutter, and that is not what anybody should be doing. It is never as simple as producing a bit of video, putting it to an audience and letting it run. If you are running three ads, the chances are you are probably running them to different audiences to start with as well. If you are running three ads into the same audience you can, and then you can spot the winners a lot more quickly. Some clients we start with might start with 12 or 15 or 20 ads to different audiences, and you would probably typically see us turning ads off at 30 to 40 days in.

Where should the learn more button take people?

It depends very much on what you are telling them in the ad and what you are asking them to do.

Somebody asked whether the learn more button on the YouTube ad should take people to a webinar, a website page or somewhere else. It depends on brand, and it depends on the ad. I talk a lot about the low-hanging fruit, and what is the easiest way to get somebody onto your list, because if we can remarket to them, and somebody brought this up in the chat earlier, it is well seven to ten times more effective to hit them with the remarketing and close them out that way.

If there are people here doing Facebook ads, please, if there is one thing you learn from what you are watching now, add a remarketing loop which includes YouTube ads to those audiences. The best results out of every single marketing campaign I have ever seen are remarketing through YouTube, and especially to a list that was created with a Facebook ad. If you are not building that on the back end you are wasting it. We took an ecommerce brand who had an acquisition cost of around 100 pounds, so 120 ish, and when we ran the remarketing campaign for them using a YouTube ad it went down to seven dollars. That is how powerful that can be.

What is the difference between the regular and VIP options?

The standard option is the course. The VIP fast track adds a weekly call with me or any other member of the team.

Clark says on the checkout page he does not see the difference between regular and VIP. So there are two options. There should be an option for just the course, and then there is the VIP fast track, which books a weekly call with me or any other member of the team. You can choose Andy or Jack, or K2, who works on a lot of other things and can help you integrate if you are talking about Facebook ads and things like that.

Anyone who gets stuck, drop me or Jack an email directly. If you want to email me directly it is simon@s.media. Jack, can you put that in the chat as well. There will be a replay as well, and I am sorry if it is not as obvious as it might like to be, but we will get you on there. There is no panic, because the offer is going to be open for the next few weeks at least.

How does the session close?

I want to say thank you to everybody, genuinely. I cannot believe that so many people have made it to the end of our webinar. It is the first one we have done on this YouTube course, and you are the first to have it offered to you. It is not something that is available to anybody else in the world at the moment.

I am so privileged to be able to do this with Rich. I was amazed when he said, please come on, talk to my audience, show them your strategy, because I know it is something he has been passionate about and he has been showing people the peel and stick method. I have talked to him at length about YouTube and he will just go, whoa, hold on, we are getting far too far into the weeds here.

If you want to book a call, please do. If you want to buy, we would love to help you. It is only 497 and I guarantee the value is in there for everybody. So we will leave it at that, and thank you so much for coming and spending your valuable time with us. Okay everybody, thank you, good evening.