<aside> <img src="/icons/library_red.svg" alt="/icons/library_red.svg" width="40px" /> Welcome to YouTube Advertising Foundations.

In this video, we’re going to cover the basics of YouTube advertising and the steps you need to take before starting. We’ll also cover the videos you’ll be seeing in this part of the program, so you’re prepared for what’s coming next. Let’s get started.

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YouTube 101 🎓

As always, in this program, let’s start with fundamental first principles and construct our beliefs & framework of YouTube and YouTube advertising by reasoning up from there.

This may seem strange, boring or unnecessary, but I promise if you stick with me you’ll see why this is important and how it can help you succeed with YouTube ads.

<aside> <img src="/icons/playback-play_red.svg" alt="/icons/playback-play_red.svg" width="40px" /> YouTube → YouTube is website where you can watch videos that have been uploaded to the site by other people.

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<aside> <img src="/icons/globe_green.svg" alt="/icons/globe_green.svg" width="40px" /> Website → Images and sounds on your screen that you view using a software application called a web browser, which retrieves data from a server via a global computer network and displays the aforesaid information to you.

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<aside> <img src="/icons/video-camera_blue.svg" alt="/icons/video-camera_blue.svg" width="40px" /> Video → Moving pictures and/or a projection of sounds coming from speakers that have been digitally recorded by one entity to convey information to another entity.

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<aside> <img src="/icons/arrow-up_orange.svg" alt="/icons/arrow-up_orange.svg" width="40px" /> Upload → To ****transfer of data from one server to another server.

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<aside> <img src="/icons/megaphone_yellow.svg" alt="/icons/megaphone_yellow.svg" width="40px" /> Paid Advertising → To ****pay an entity to publish information to a specific group of people in a specific way as determined by a contractual relationship.

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What We Are Doing 🤷‍♂️

YouTube advertising is ****the process of paying YouTube to display videos (images and sounds) to a specific group of people (via their targeting tools) who are using their site.

In these videos, we will ask the person to click off the YouTube platform into our acquisition funnel and enter their information to request time to speak with us on zoom.

We will then speak with them on zoom and pitch them our product / program.

So, if you are able to:

  1. Record a persuasive video (ad creative)
  2. Show it to the right person (targeting)
  3. Get them to schedule a call with you (funnel)
  4. Persuade them to purchase your product (sales)

Then you’ll be successful and make a lot of money.

It really is that simple (not easy, but simple).

If your ads aren’t working, it’s not because you had a banana in the background of the video or you wore an orange t-shirt, it’s just because you haven’t done these 4 things well enough.

And yes—your market uses YouTube I promise (239 million users in the US).

Why I Love YouTube ❤️

Once you learn how Google ads work, it’s a very simple platform to use.

It’s confusing at first glance, because it’s different to Facebook, but running campaigns from YouTube is incredibly easy and very intuitive once you know how.

Additionally, the targeting options are way more logical and easier to understand and visualize. As you’ll see, Custom Segment (Search) campaigns, for example, are extremely powerful.

YouTube ads are also very easy to scale, less temperamental than Facebook and creatives can last for months and even years, so there’s much less creative burnout than Facebook.

Don’t Do This 🚫

YouTube is not ideal for targeting hyper-specific audiences with very small total addressable market (TAM), so don’t do that—it won’t work.

If you target a hyper-specific market like this, it won’t work: