Brian Moncada & Tommie Powers - $30 Million YouTube Ads Secrets 💰 (YouTube Ads Coaching Call)

What you are about to listen to is a never before seen recording that I took three years ago when I was still working full time for Ding Graziosi and I was learning how to scale with YouTube ads from Tommy Powers. Now, if you don't know who Tommy Powers is, Tommy Powers is regarded as the YouTube ads OG alright, this was the guy who was helping people scale with YouTube ads before YouTube ads was even big or anybody was talking about YouTube because everybody was on Facebook at the time. And so it was very hard to get any sort of information about how to successfully scale with YouTube ads. And at that time I was learning by trial and error, right? I was online probably like most of you right now, trying to search for free alternatives to, you know, learn how to run YouTube ads to help Dean scale his business.

Right?

And it wasn't until Tommy flew out for one day to coach me and give me the blueprint on how to successfully scale with YouTube ads that we were able to go from spending $5,000 a to $5,000 a day in a very short time frame, which ultimately changed the direction of Dean's business because we were able to open up a new traffic source, which was YouTube, and really scale it to the moon where I was able to then go from 5,000, 10,000, 15,000 and even $30,000 a day at one point with just one offer. All right, now Tommy, this recording specifically is one of our coaching calls that we had after that day because he was continuing, continuing to give me support on an ongoing basis weekly where we would have one one hour coaching call every single week where he was able to just continue coaching me, give me strategies, tips, insights on how his mind work with YouTube ads. And I soaked in all that information and have since ran with it obviously to buildadspend.com to what it is today where we successfully spend $1.62 million a month on YouTube ads alone for just a handful of clients. Right? So that's. This recording is super cool because I've never shared it publicly with anybody. And you're gonna learn two things. Number one, how to dramatically improve your creative's performance with just a few simple tweaks to the actual first 5 to 10 seconds as well as the editing throughout the video, plus the very ending before the ads up so you can maximize your click through rate. That's number one. Number two, you're also gonna learn how to specifically create custom affinity audiences and custom intent audiences, which is going to help you find a wide variety of new audiences. You can test today with your YouTube ad campaign. So if you're someone who wants to learn how to run YouTube ads, or you're someone who's already scaling with YouTube ads, but you want to get to that next level with your creatives or with your targeting to continue spending more money and improve your conversions, this is for you. Without further ado, I hope you enjoy this never before seen recording.

Cheers.

Number two, you need to show them where they need to click. Okay. So if you run it on mobile, you can use cards. I don't know if you guys have that activated on your channel.

Yeah, I think Dean's channel has maybe close to 10,000 now. And all the videos.

Yep.

All the videos that I launch on YouTube, I manually place the cards where. You know, this isn't really a formula.

That I've dialed in yet, but I.

Kind of placed the cards where he says click here. But the thing that I haven't done and the thing that I'm going to actually send over to the production team as well is having them add an overlay in the video to tell them if you're on mobile, click here. But the only problem I ran into with that one when I tried it.

Once before was we added that overlay.

And for some reason when you look at it on desktop, YouTube added a new viewing function where it looks like it's. There's like two black bars on each.

Side of the videos now on desktop.

Mobile or desktop view. So it almost, I mean I can still try it but maybe I should just try it for mobile first.

Well, well, well, you have to have. It's two things that you can do. One is, I mean one is you can have two different videos where you only run on mobile. I don't personally, I mean it's too much fucking work if you ask me. When you testing like you trying to manage all of that, what I do is have them. I, I say if you. Depending on what mobile click here, desktop click here or something like that. You would have to call. You would have the call to action would be the same but you would have a lower. So if you're looking at the video is lower left and upper right is where you, where your click action is going to happen.

Yep, yep.

So you just let people know. I use call to extra overlays.

Yep.

And they actually work both on mobile and desktop.

Yeah, I have those on. On all the videos as well. But I haven't directed them to click there. So that's, that's where I've been messing with a click.

You have to tell Them where to click. Okay. And you want to embed that into the video. So you need to get the production team to edit the video, telling them where to click. You know what I'm saying? Okay. So one. So two. So three is Amazon review.

So you kind of cut off.

Sorry.

Sorry about that. Say that again.

So. So number three is the Amazon reviews. Most should be scrolling in the video. When Dean talk about. Mm, they should just be scrolling or popping up in the video or something like that. You know what I'm saying?

Yep, exactly.

Somehow. Somehow when he says Amazon reviews, you need to. He said a price. He needs to. You guys need to show that in the video somewhere. Embed into the video. The book is actually 20 on Amazon. And when he's talking about the Amazon reviews, they should be popping up somewhere, either scrolling or popping up or something. Get what I'm saying?

Yep.

That'll make the video pop. Number four, the beginning of the video, I think is outstanding in terms of, like, the psychology, but you need something to pop out. Either the words that he's saying or maybe highlighting the house behind him or something, you know, contrasting him with, you know, like. I don't know. I'm just thinking. I allow, like, something to, you know, I wouldn't say theatrics because you don't want to look cheesy, but, you know, the fact that he's standing in front of the house, like, how do. How do you. How do you, like, visually. How do you visually stimulate that. That. That idea of, you know, this guy that's made hundreds of millions of dollars start with this crap that sees that behind him. You know what I mean? Or like, I don't know, I'm just thinking, like, the beginning of the video. You probably want to have, like. I mean, in fact, like. Like very, very beginning. Like those first five seconds, it needs to. It needs to grab them in some way, whether it be words on the screen or maybe something, you know, some. Some upper corner left or upper corner right, you know, pointing to the house behind him that says something about, you know, maybe like. I don't know, I'm just thinking out loud, like, maybe someone more creative than me could come up with something. But you guys really needed to something with those first five to ten seconds that really kind of visually, you know, non verbally, you know, visually kind of taps into the whole gist of this, what Dean is talking about. Because it just looks like a guy standing in front of a house. Why is he standing there? You know what I'm saying? It's you know, why should they listen to what he's saying? Because if they listen to what he's saying, they're going to be hooked in. But the idea I'm getting at is like the first 5 seconds, 10 seconds, visual that they see. What can you guys do to make people understand why this, why this is important that he's standing? Because they might just skip, skip on pads. Because they don't. They might not even be listening or paying attention. So you need some other thing that can psychologically grab them to make them like pay attention to say, you know, what is this guy saying? And then once they understand what he's saying, then it's then, then, then they go dead, you know, but it's just like Dean standing there. I get it, you know what I'm saying? But somebody that don't. Don't need no Dean from, from Adam. They don't. They just. They might just think he's a guy standing in front of his house recording the video. And the reality is, no, he's saying, this is where I came from. I'm saying this is how I started. So what if I made hundreds of millions of dollars?

So what if in the first five seconds I just had an idea where it's like we add an overlay as well. Like a pop up overlay with like a little like a thing like the ding sound. And it says, this is where I used to live. Or like it just has a text.

But not just that, but like it can't just be. This is where I used to live. It's gotta, it's gotta connect. It's a big idea, right? It's like I used to live here before I made millions of dollars. Watch the video to find, you know, or something along those lines. Like it might not need to be too long and drawn out, but like it has to. I mean, he says it in the video, you know what I mean? But like it gotta hook them at the very beginning, you know what I'm saying? Like it should have something be like, you know, I started here. You know, I'm at a certain level now. Here's where I started. I'm gonna. I'm about to tell you how the path that I took to go from here to where I am now, that idea, like, I don't know how to say that, but that's the idea. That's the gist of it. Because now you got a reason why the house is in the background.

Yeah, that makes sense.

And he's saying it in the video. Okay. He's saying it in the video. But the representation of that needs to be visual as well. You get what I'm saying?

Yeah, no, that makes sense. What I'm going to do is because I have a few ideas, but I think our production team may have more in terms of editing because they're. Obviously they can add that. So what I'm going to do is I'm going to. I'm going to tell them the higher level concept you're talking about and see if they can come up with, with something creative.

Just tell them to be creative, man. See, that's the thing about it. Like you don't want to tell them. Like what I've learned with creative people is just give them the food, you know, feed them the, the idea and allow them to then paint it. You know what I'm saying? It's almost like, you know, it's almost like the Mona Lisa, right? Like some woman had to sit down for him to make that piece of art. You know what I mean? So you just, you just trying to give them the idea of here's what we want to do, you know, come up with some creative stuff. Because at the end of the day, you don't know what's going to work until you run it and test it. I can just tell you with experience, there needs to be something letting them know in that first five seconds why this guy is standing in front of that house.

Oh man.

Okay, so I come. Okay, I wish. Yeah, we can add that, we can add that. Post production. If her future videos. Do you think it would be beneficial if Dean was the one that actually kind of got their attention by like saying something like a verbal cue like hey, wait, before you click skip on this video. Wait, I used to live in this house.

But the reason I would even, I would even say before you click skip because now you, you come out really salesy. Ah, I love the way he doing this right now because it's heartfelt, man. You know what I'm saying? Like that's what you want. You want that emotional connection. I'm just saying like you have to then take that in some way add some kind of visual component to where you know, one of the things that we've done. Well, one of the things you could also even do like, you know, you just don't want to look too cheesy is all. But like the mean, the meme style videos we have like the, the headline at the top and then they'll have like a top piece and a bottom piece, you know, that's like the big idea of the video. So if you ever been on like Facebook or something, Instagram, and you scrolling through, you see that stuff, you stop and you watch them videos. Because it'll be, you know, it'll be something, you know, it'll say whatever, right? Like, not exactly that, you know, maybe because you don't want to look cheesy or whatnot, you know, because sometimes memes can, can kind of. Can kind of come off cheesy, you know, somewhat cheesy or whatever. But, you know, even if you just put like a headline to the right of the video or something, it could be, it could be simple as that, you know what I'm saying? Or you could be really more creative than that, you know what I'm saying? But I absolutely would not be like, stop, wait, don't click. Like, that's too. Those do not. People hate that shit because they don't want to be. People don't want to be advertised too. But if you got your, if your, if you got really good, if you got comedy, if you got emotion, if you got. Those are the things that people really resonate with on a broad scale. On my experience, comedy probably more than anything, that's probably like the best. Cause a lot of people be entertained. They own YouTube to be entertained. You know what I mean?

Yeah.

So a lot of times, like, comedic humor will really, you know, work and set the tone. But again, you know, it's depend on the person's personality too, you know, Dean's probably more of that emotional connection type of guy where it's kind of like this type of shit, you know what I'm saying? Because it's like you got like. He's telling a really fucking emotional, you know, story. He's standing in front of his house and he's, you know, he's basically saying, you know, I started from here. No, this is where I started from. I've gone on to make hundreds of millions of dollars, sell billions of dollars worth of stuff, you know, whatever. And I started here. I started humble. And I'm telling you, if I can do it, you can too. You know what I'm saying? This is evidence, that kind of thing. Like, I think he's, you know, people resonate with this stuff like that, but they just have to be clear on why this guy and wipe that house. Because as far as they know, you just some dude recording the video in front of your crib.

Okay, that makes sense.

Yeah.

Okay, so, so, so like, don't overthink.

It, but just how can we. How can we capture them in that first five seconds?

So, so I think you gave me some good, good tips. Number one, we could try. I mean, I could. I'm even thinking we could try all three. Like, maybe even like one meme style kind of creative for YouTube specifically with the format. One with one with like a headline just kind of like right over here in. And then, and then maybe one where they. They kind of do their own thing and I let them try to just. They just try to create. Create something to get their attention as well. And then we could test all three head to head and see which one. See which one works. And what I'm thinking too is for the dead time footage that you mentioned at the end of the video, would you just have it go to like a blank screen with the book in the middle and then like the click here and the click here?

Yep. I would have something relevant to what they're gonna see when they click through.

Oh, I see.

Even if it's not necessarily book itself or if it's the book, you just got to describe what they're going to see when they click. I'm saying not sell. Not sell the book, you know, but sell the click of know. Here's what you're going to get. Here's what you're going to see when you click. Because the page should do the rest, you know what I'm saying? So you don't have to like really try to convert them at that point. You just trying to get them to click through and you're trying to set their expectation for what they're going to see when they get there. Yeah, you can put the book in and you can just say when you click on here you go to get this book on this page. Yeah, we already paid for the shipping, whatever, you know, go on this page and get all the details of how to. How to go ahead and get your hands on it or something like that. Yeah, you're not converting them in the damn video. You're gonna. The page is going to do that. They just need to know what to expect when they get there. That's all.

Yeah. So almost, I'm thinking maybe even have footage of like someone, someone going through it or us, one of us going through it on the actual webpage, showing them like typing in the information and pressing get the book.

Right.

And then that way it kind of.

Hold on for a second. I'm sorry, go ahead.

I was saying like almost at the end of the video for the dead, the quote unquote, dead Footage could be one of us doing like a screen capture of us actually typing in a fake whatever, you know, and then.

Yes, now they see the page and they see kind of what's going on when they get there. When they click over there, their expectations is already kind of, you know, set up, you know, so when they get there, they kind of already know what they expect. Yeah, that'd be great. That'd be great as well. Something like that. You know what I'm saying?

Perfect. Perfect.

Don't overthink it, you know, but like, whatever you guys can do is worth. Is worth. It's worth giving it a shot. You know what I mean? Yeah, yeah, something like that. Cool. So the last thing would be. Would be annotations.

Okay.

I would, I would, I would personally. YouTube has a feature where you can do it. I personally like to embed them into the video where you. You know what I mean by you.

Know what I'm talking about captions, you mean?

Right.

Whatever things talking about.

Yep.

Whatever's deep. Talking about should be scrolling across the screen the whole time.

Okay.

Okay.

So yep, yep. So number one. Number one, you could do one with.

It and one without it, you know what I'm saying? To test it. But I'd be willing to bet the one with it is gonna perform better. But you know, it might not be a bad idea to test it, you know what I'm saying?

Exactly.

But yeah, number one was 10 seconds.

Of the dead footage. Number two.

Yep.

Show them. Show them where to click. Embed the actual overlays. Amazon reviews pop up while he's talking about it with the 1995. And then number four is get the number four is get something creative to make sure to get their attention on a psychological level which they can create.

Yep, yep.

The first five to five to ten seconds. And then number five is the captions. Perfect. Those are all awesome. So I guess moving on from. From the actual creative itself now that kind of. We have that down for the launching strategy. What I was thinking is this could be the perfect test to launch into the old campaigns that kind of quote unquote, died. Maybe the ad fatigued the MSH similar to book buyers and the MSH similar to opt ins. So what I'm thinking is just, would you just kind of turn those campaigns back on with this creative or would you create like a different campaign and try to test it?

I would use the ones that I had before.

Okay.

Those already have some data. AdWords algorithm already has information about those campaigns. So the likelihood that they serve Those campaigns up is going to be, you know, if you start all over, you basically telling Google to start all over and go and find the right people to put my ad in front of. Part of what you do with your conversions is you're giving, you're feeding the algorithm to be able to dictate where to serve your ads. You know what I'm saying? So if you got a campaign that you can use is already has data, you'd rather leverage that and try to start from scratch.

That makes sense. That makes sense.

But what I will tell you, I will tell you that if you put it in a new camp, if you put it in that campaign and it doesn't kind of come back to life, then it's probably worth still testing in a brand new campaign.

Yeah, Yep, yep.

You know, it may just be the audience, you know what I'm saying? It may just be the audience. But there's a, something that I want you to tell you about called custom intent audiences. And we, we started testing these very, very recently. Probably. What is this? January? Yeah, probably like the first week of January so far. Like over the moon, excited about this. So custom intent audiences, basically there's something called custom affinity audiences.

Yeah, I actually, I actually just, I made a dummy campaign, this one right here that I try to make custom affinity audiences with like other competitors websites like Brendan Brouchard, Lewis Howes. But it, for some reason it said it was like a super small audience. So I don't know if I did it right.

Is the only thing how much you put in there? What all you put in there? Because you need probably 5 keywords, 5 URLs or something.

5 keywords and 5 URLs.

Sometimes they want keyword mix. Sometimes you can go all keywords, sometimes you can go all URL. But you need to put quite a few of them in there.

Yeah, I have to go figure out where they are, but I know it.

Should be in that campaign. Go to ad groups. Go to ad groups and yeah, keep going into that. Go in the audiences.

Huh.

And then I think I might have made them, but I just didn't put them up there. I think I.

So you see where it says yep.

Right here, this is the ones I made.

But I know, but I'm saying close that out.

Okay.

Close, close that and go back. You see where it says intent.

Yep.

We said new custom intent audience down here.

Mm.

Set the bottom down. That's the one you want, man. Because what Google is doing, instead of affinity, they're finding people who are Intent on buying this. So you're basically telling them these URLs and keywords. Find me people that are more likely to buy. Create an audience of these people that are more likely to buy intent, man. Dude, like, I'm, I'm over the moon about this. I think this is game changer this year. This is gonna be. I think this might be one of the top two or three things on AdWords this year. That's how big I'm. That's how big I am on this. Early, early results.

So in terms of, in terms of keywords and URLs, like, are you using competitor URLs. Competitor?

No, I'm using keyword. I'm using buying related keywords.

Okay.

Any type of keywords that I think you know. So for example, you guys are like real estate investing, right? So I would say something like real estate investing course, you know, real estate. You know what I mean? Like something that I know people looking to buy. Like what type of keyword would somebody type in when they want to buy it? And then also I'm looking at URLs based on either, you know, audience that I know buys the kind of stuff that I'm doing, that kind of stuff that I'm trying to push, or has a specific demographic, you know. So for example, I got a friend of mine, you know, partner of mine that I'm partnering in now. He has a hair care business and all of the people that buy his product to regrow their hair are black women. So what we've able to do then is because you can't target people based on their race, we create a custom intent audience based on websites that we know black women frequent. And then we can sprinkle in our keywords in there that we want. So now Google is making us an audience of people that are interested in products like ours who happen to also fall into the demographic of that. The racial demographic that we want to partner with. Next level. Shit, man.

Yeah, I'll have to. I'll have to create a couple of these audiences. So five keywords, five URLs. Keywords, relating around them, buying. I know it would crush with the real estate course that we have. But as far as the book keywords.

Maybe not the book, you know, maybe not that. But whatever, whatever it is that around and not the book. Because people, you know what, maybe they are. Maybe they're all the books that people are looking up to buy. You know, those could be. Those could probably be good keywords.

Oh, I see what you're Saying okay.

You know, you just gotta think outside the box, man. I'm just ain't got my, my juices ain't really flowing like that because I'm an extra kind of wonder why my mama called me now and my daughter's sick and all of this kind of going on. So my, I got a bunch of other stuff swirling in my head. You just got to think outside the box. But remember, like I said, it's intent what you're going for. And these are people that are more likely to be in a buying Google is going to do their machine learning. Oh, speaking of that Smart list. Smart list, we killing it with Smart list right now.

I remember I only had, I remember I only created one of those.

Smart list is crushing right now.

What? What?

Really? Really?

Well, how are you creating your smart list? Are you creating them off of analytics?

Analytics and then pushing them out, pushing them in the Google in the AdWords. Okay, so you got your AdWords count and your analytics account connected. You go inside of analytics, you create your smart list and then you push it over. Well, we got a 7, 14 and 30 day. 7, 14 and 30 day. I 14 day one is going doing really well. The seven day one would do, does a lot better, but it just doesn't get as much volume, you know what I'm saying? So if you got like a lot, a lot of volume, you know, you probably better with a seven day because it will fatigue, you know, the audience will fatigue pretty quick. But I got my set of the target CPA. So we're doing smart list plus target CPA campaign. Well, this is on display. This is not YouTube because you can't do target CPA on YouTube.

Okay.

I'm thinking about you, I'm thinking about display. Jesus Christ. My phone keep ringing.

Yeah.

If you, if you need, if you need to go, no worries, man.

You tell people you got shit going on and they just call you in. But anyway, yeah, that's Google dispatch displaying it. Okay, YouTube too, but we're not doing Target. We're not doing Target CPA on YouTube.

And even without Target CPA, it's still working pretty well.

It's working, it's working. I think seven days, the one on YouTube. 14 day one on display. The one on the one on YouTube is the seven day one that's working well, but it just doesn't get a lot of volume, you know, I mean like we spend like 100 bucks a day, you know, or something like that. Like it maxes out, you know, because this particular one just not when we getting a lot of traffic, but it just, it's not a lot of volume, you know what I mean? In terms of like being able to spend like a thousand bucks a day or 5,000 a day or something. But, but the CPA is like half of what everything else is. So it helps our overall cpa, you know what I'm saying?

Yeah, that makes sense.

That's why I'm telling you about it. Like it's worth running because it's, it can help bring down your overall cpa. But definitely, definitely, you know, I'm thinking out loud, like you probably could run that, run that on display too. Yeah, that's a remarketing campaign, you know what I'm saying? And what Google is doing is they have this machine learning that then tried to figure out your visitors that are more likely to come convert when they return to your website based on all of the, whatever data that they have inside of your account and the person's history and all this. Somehow machine learning knows. I mean, whatever it's doing, it should work. So smart list work great. They're doing great.

So for your display, smart list, are those remarketing?

Well, I'm saying like a smart list, generally speaking is just a remarketing list. You can use that list to target on Google display. You can use that list to target on YouTube.

Okay.

And you're creating the smart list off.

Of people that have visited the page already. So yeah, it's a remarketing list. This is called smart list, but it's a remarketing list.

Oh, that makes sense.

You know, saying that makes sense marketing. So Google is saying these people been in your website. We'll allow our machine learning algorithm to determine who's most likely to convert. And then those are the people that's going to go into this list. They call it a smart list. And then you can then remarket to those, those particular people that Google believes are more likely to convert when they come back to your website. And it works. It works great.

Yeah, because smart lists, you make those off the 7 to 14 and 30 days of people who have visited the sales page and the shipping page, right?

No, you just go into Google and you create a smart list and you set it for however many days you want it to be. You don't do any, you don't tell them.