If you're currently running YouTube ads or even if you're just thinking about
running Youtube ads you're going to want to pay careful
attention to this video because in it I'm going to discuss how the traditional
approach to running Youtube ads is completely backwards and why you
should start with a Youtube organic strategy first
to build on.
Hey there my name is Adam Erhart, marketing strategist and welcome to the
channel. The #1 place for entrepreneurs to learn proven marketing
strategies to grow their business online. Typically,
when it comes to talking about marketing you've got two different camps, two
different schools of thought. You've got the direct response
advertising based marketers, the ones that are all about putting in that
dollar getting two dollars out and not being afraid to spend money on
their marketing in order to get that immediate response.
On the other side of the line, you've got the more brand awareness marketers
content marketers those who are willing and able to create content and are
willing to spend a little bit more time and a little bit more energy up front
but who are hoping to build more of a trusting based relationship
rather than kind of that dollar in dollar-out transactional relationship
that the direct response marketers are after. Now, over the last 10 years of my
marketing career I've fallen squarely into both of these
camps, unapologetically because they both work really, really well
whether I'm running ads through Youtube or through Facebook or through Instagram
and I'm putting in that $1 and I'm expecting to get $2 or $5
or even $10 back out, whether I'm creating content and trying
to create more value or to serve more or to really establish authority and
expertise. The problem that I've seen however, is when these things are taken
out of order and essentially, a lot of people often end up starting
with ads before they're fully ready to or they start running ads without really
sort of establishing that foundational organic strategy
that all of the ads are going to help build. This is kind of a big waste of
time and a bigger waste of money. That's why
in this video I really want to tackle the Youtube ads debate because
unsurprisingly youtube has been getting a lot more attention a lot more credit
recently as they've just been delivering some
absolutely amazing results. So it's totally not my intention here to bash
Youtube ads. I still use them, I still love them and I still teach my clients
and my students how to use them as well. But it'd be a
disservice it, would be disingenuous of me to tell you to just go out there and
run youtube ads without talking about the power and the
importance of having a solid Youtube organic strategy in place as well,
so you can capitalize even further on all the results of your ads. So with all
that said, let's dive into it! The first reason that
you really want to have a solid youtube organic strategy and by organic we mean
not paid, essentially anything free that you're uploading to the Youtube platform,
this essentially is just basically your Youtube channel.
Well the reason you want to do this first and foremost is because Youtube
ads, are Youtube videos. That's right, in order
to run a Youtube ad, you're going to need to upload and
create a Youtube video on your channel and then you're simply going to select
that video to run as an advertisement. The reality
here though is that unlike other platforms like
Facebook ads or Instagram ads or anything like that,
to run a Youtube ad it has to be a video and because the targeting with Google
ads, which is how you're going to run your Youtube videos through
to run as advertising, well because the targeting with the google ads platform
is just so good the success of your ad is largely going to come down to
the quality and the conversion ability and essentially just how good your video is.
This is why it's really important to get
good on video, to get more comfortable talking to a camera,
to learn the story and the art and the craft of creating compelling hooks
and the ability to deliver clear concise messages and essentially, the ability to
get action, to have your video ad actually result in
somebody taking action on it. Which is kind of the point.
Alright, the next thing is that when we're running advertising of any kind
whether we're talking about Youtube, whether we're talking about Instagram or
Facebook or whatever, typically our highest ROI audience the
highest return on investment audience possible, the best targeting you could
ever hope to use is something called warm traffic. These
are people that know you, they like you, they hopefully trust you a little bit,
essentially they're already familiar with you, with your brand and with your
business. Probably unsurprisingly, the more content
of yours that someone has consumed, well the more likely they are to actually
like you and the more likely they are to take action on your ads
and this is why having a solid Youtube organic channel, having
subscribers, having people watch your videos, having people engage,
well these are going to be phenomenal people to run your ads too because
they already know who you are, which means you don't have to go out there and
introduce yourself, you don't have to prove that you know what you're talking
about because they should already know. Time and time again without fail, the
highest return on investment the times we're actually able to put in a $1
and get $5 out or get $10 out or get even more out,
it's because we're running them to warm traffic, we're running them to people who
already know us and again this is the power of having that organic
Youtube strategy. Alright, the next reason that you want to have a solid
youtube organic strategy in place first is because
while direct response advertising, while advertising is a phenomenal, phenomenal
tool, the reality is is that when you stop
paying for ads, you stop getting leads and clients.
This is okay as long as it's working as long as you're putting in a $1 and
getting $2 out, I mean you're going to want to do it forever
but there may come a point where you don't want to have to put in that $1
or you may not be able to or you may be putting in a $1 and
only getting a $1 out or putting in a $1 and only getting 50 cents out,
what do you do then? Well this is the power of having an organic strategy,
something I call a perpetual payday because unlike ads where I'm paying for
somebody to see all my videos, my organic strategy allows my videos to
be seen by tons of people all the time. I have videos from years
ago that are still generating views, those views are turning into leads, those
leads are turning into applications and those applications
are turning into clients. All of this is happening for free, whether I do anything
or not now of course I still run ads because
ads are amazing and they help to accelerate things even further
but even if I didn't, I would still have a steady and consistent flow of leads
and clients coming into the business 24/7 365 on autopilot, even when I sleep.
And that's the power of an organic strategy.
Alright, the next reason that you really want to prioritize making organic
Youtube videos is because ads fuel organic and organic fuels ads.
Now, what I've already shared with you is
that when we're running organic traffic when we're creating Youtube videos, we're
putting them on the channel it gives us an audience that we can then
market to later through the ads. Well, there's another benefit in that if
we have this audience and we're running ads and spending a lot of money to put
our videos in front of people, the reality is is that not every single
person is going to convert and take action on
our ads well this is the beauty of having a solid organic channel
is that for those who aren't ready to take action right now well they might
check us out, they might subscribe to our channel, they might watch our videos, they
might get warmed up and then we can retarget them later.
Essentially it's this self-perpetuating cycle where ads drive organic growth and
organic growth helps your ads become more effective and on and on it goes
until you create a truly powerful hybrid Youtube strategy. I feel like I'm giving
away too much in that one because really, that's the main strategy that I use with
my business, that I advise with my clients and with my students
it really is this hybrid approach where we start with organic and we build up a
strong channel really composed of subscribers and
viewers of our ideal target market, then we run ads against them which allow
them to convert even higher and provide a bigger ROI and then we
just do it all again. Alright the next reason that you really
want to have solid Youtube videos on your channel, why you want to be creating
them on a regular basis is because your organic Youtube strategy
is going to dictate the direction and the content strategy of your Youtube
ads. You see, one of the hardest points of coming up with a video ad
idea is coming up with a video ad idea, what am I going to say, what's my hook
going to be, what do people actually want to hear,
what's going to keep them engaged and if you're just coming at this from a
completely blank slate. It can seem a little bit overwhelming.
On the other hand, if you've got a database of videos on your channel,
whether we're talking 10 or 30 or 50 or even 100 you can simply
comb through your videos and you can find the ones that performed best
you can look at the analytics and you can see which ones got people to watch
the longest, you can see which ones got people to
take the most action you can see which ones got the most engagement
and responses, I mean you've got a treasure trove of information sitting
right there in front of you. From there, all you really have to do is
take away the good parts and turn that into an ad and you've got a proven
winner that you know is going to work or at least have the highest likelihood of
working before you even put a single dollar
behind it. You see, another problem with advertising is the associated risk
behind it, so the more that we can do our due diligence and our market research
ahead of time the more that we can eliminate or at
least mitigate risk by ensuring we're putting out high quality content
that people actually want to consume and then we can be unafraid to put a few
dollars behind it in order to accelerate our results.
Here's the deal, Youtube ads are a phenomenally powerful tool,
like I said they're something I use, there's something I advise my clients
and teach my students to use as well but they're best served when paired with
that organic strategy and ideally we're starting with the organic strategy
first so we can reap all of the benefits that I just shared with you
and then build an advertising strategy on top of that. This is why the next
piece of the puzzle, the next thing you're going to want to do is check out
the video I have linked up right here on How to get your first 1000
subscribers on Youtube. So make sure to check that out now and I'll
see you in the next episode. So my goal here today is to give you the tools and
strategies to make sure that all of that hard work you're
putting into your Youtube videos actually pays off...