YouTube Ads: The Best Offers, Funnels, and Strategies To Get Clients

Hey, what's up? This is Brian from Adspend.com and welcome to the YouTube Ads Overview, offers and funnel module. In this video I'm going to be giving you a holistic overview, a high level overview of exactly how you are going to be using YouTube ads to get more leads, calls and clients for your clients to make more money. So the first thing is the YouTube ads overview. All right, quick recap here. YouTube is the new TV. YouTube ads are the new TV commercials. All right, everybody has YouTube on their phone, on their desktop and they're constantly watching YouTube. And we're gonna show you how to place YouTube ads in front of the videos that they're watching at the exact time that they express interest in a problem that they wanna solve so that you can get them to become a lead for your client's business or for your business. And so with that said, all right. Google Ads is the new billboards, okay? Google Ads, display and discovery. So if you're new to YouTube ads, quick, just rundown. Google Ads is YouTube ads, okay? Google Ads is search ads, display ads, discovery ads, shopping and YouTube ads, which is just video campaigns. So YouTube is the new TV, YouTube ads are the new TV commercials and Google Ads display and discovery are the new billboards. And to give you a high level overview of what this looks like, check this out. This is the Google Ads ecosystem. This is exactly what you are going to be implementing for your clients or for your ads accounts. Okay, so in the center here we have Google Ads, right? Everything operates out of a Google Ads account. That's how you run ads on YouTube. But you also have access to Google discovery ads, which are basically the billboards on the Internet, the new modern day billboards. All right, so when you're scrolling on YouTube for example, you can see if you an image like this, that's a display ad, it's a discovery ad in this case and you can click on it to go to the landing page. You can also have these pop up in Gmail, which is really good for remarketing. And this can then lead them back to your opt in page to opt in again if they didn't opt in from the YouTube ads. And you can also have these in third party websites as well, all across the Internet. So that's Google discovery ads. Those are the best remarketing ads that you can run for basically Google Ads that we found outside of YouTube. And then you also have search ads. And these are the ones that you can go to search on a Google Ad for example and type in, let Me just put this up flow research because I know that they'll have one collective. This will be an ad that pops up. There you go. You see how it says ad right there? Boom. That's a Google search ad. So you want to also have these for your name, your company name and for your clients brands and names as well for brand reputation management. So it's pretty cool because this can also lead them to again the landing page. When you click on it, it takes them to guess what an opt in page to opt in for the free training. You can also have other things right here as well to take up all the real estate. So that way when you anyone searches for your name, right, you have brand reputation right here with a funnel leading them to where you want them to lead them. And so that's Google search ads and then you have Google shopping ads. And, and these are the ones that pop up. For example, if you go to I'll just type in this client because they were a former client of ours, you can see they have a Google search ad right there. But on the right hand side they have Google shopping ads. And so their product comes up in the Google shopping section right over here. You see these are Google shopping ads, all right? These are really cool if you're running E commerce ads for a company that does physical products. All right, so those are the ones that work really well. And just for example, for this client, when we did do one E Com client back in the past, this is like one of my first clients, Furry Freshness, they actually didn't have any Google Ads running at all. So we set up all of these for them as well as their Google shopping ads. And this like added an extra 200 to $300,000 a month for their business. It was just literally insane by setting up Google Ads for them because they weren't running them before. And so that's Google Ads, right? You have YouTube ads, you have discovery ads, you have search ads, you have shopping ads. Now YouTube ads are going to be the primary focus of this program. Obviously the reason why is because YouTube ads are great for brand awareness and lead generation, aka top of funnel to get new customers into your business, right? They're the biggest and best way to run ads in this day and age because again, everybody's on their phone watching YouTube videos. And so when you have your ads on YouTube, you basically become a celebrity because you're always popping up day in and day out before the videos that they watch. And then Google Google Ads. Search, display and discovery are great for remarketing middle of funnel. So we're going to use YouTube ads to go and get new leads and then the people that do watch the ads or don't opt in or don't book a call, for example, we're going to use discovery ads and search ads to remarket to them and make sure that your brand is being taken care of on the Internet. Alright so that's the quick Google Ads run rundown 101 in case you're new here. Google Ads owns YouTube, Google owns YouTube. All right, so YouTube Ads is Google Ads and we're going to be using YouTube ads that have a Google Ads account, which I'll show you in a second. And so with that said, now that you have an obviously updated synopsis of how Google Ads and YouTube ads works, let's go into the offers. Okay, so YouTube ads are great for mass market B2C type offers. The these are offers that are in the three biggest markets in the entire world. All right, Health and fitness, dating and relationships make money online and biz op. Those are the best types of offers to run with YouTube ads because it's a huge market for each of these. Right. And YouTube is literally the like almost the biggest website in the world. I think it's right behind Google actually just being in terms of consumption. And so when you run YouTube ads, right like you're going to be targeting a lot of people especially because as we'll get into in the actual media buying trainings, you know, everything's starting to go to AI algorithm based audiences. No longer can you target people based on what they're actually watching or what video channels they're subscribed to or even like the topics of content that they're watching. You don't have control over targeting specific types of content anymore which a lot of people are, you know, giving a fuss about. But in my opinion that it's actually better because it means that you need to rely on your creatives to do the majority of the work. And and so a lot of people have this misconception that YouTube ads can work for any type of offer. And although that may be sort of true, there's a huge just ignorance when it comes to what offers work best for YouTube ads. So keep this in mind. YouTube ads are great for mass market B2C type offers. Health and fitness dating relationships make money online and biz OP. All right, YouTube ads can also work for B2B as well if the total achievable market, meaning the market size is big enough and not super niche. Now what does that mean? Well, it means like if you're targeting an offer for agency owners, for example, that's a big enough market. Coaches and course creators, obviously it's a huge market. Dentists, chiropractors, lawyers, those are all markets that are big enough to where YouTube ads can make sense. Okay, but where it wouldn't make the most sense. And I would Advise not running YouTube ads as the primary strategy is if you're trying to target someone super niche. Like, for example, we'll give an example of someone who's actually in the mastermind right now. They were asking if they could run YouTube ads for the car. Like, how do you target car dealership owners in Germany? That was a legitimate question. And I was like, you don't, dude. Like there's only 22,000 of them according to this person. And there's just literally no way you're gonna get your ads in front of a car dealership owner, an owner who owns a car dealership, okay. The business owner of that car dealership on YouTube. There's like literally no way you can pinpoint that person specifically. Now there's of course ways you can run ads to try to get in front of that person, but the chances of you getting in front of one of those 22,000 people with a YouTube ad like in the first month of testing is very slim to none. So does it make sense for YouTube ads to run an offer like this? In my opinion, no, because this would be better for somebody to get a list of these 22,000 people and start cold calling them, start emailing them, start sending them messages on LinkedIn, doing direct outreach or going to their actual car dealership and then doing a face to face, you know, essentially sale. Right? So YouTube ads wouldn't make the most sense in this scenario. Then you have another example for like, you know, independent tax professionals. Not just tax professionals, not like people that can do your taxes at like, you know, I don't know, freaking QuickBooks or something. These are people that are independent. They have their own tax practice, meaning they're trying to, they're trying to start their own tax business where they have a bunch of clients. They, the chances of you getting in front of one out of 80,000 people, a little bit higher, but going to be very hard. Especially because the average tax professional person who has their own practice is 47 years old and above right now. Of course my mom watches YouTube ads, you know, watches YouTube, she's 50, you know, she's in her 50s. But it doesn't make the most sense to run ads to these types of people as your main primary lead acquisition source. Let me make that very clear. You can still run YouTube ads as remarketing or for search or even discovery and display ads. So you can remarket to the people that are already, you know, landing on your page through Facebook ads. Facebook ads would be a better strategy in this specific scenario because there's a lot more tax professionals that have Facebook accounts, obviously, right. Than there are people that are watching YouTube because again, they're over 47 years old, chances are they're still watching TV, right? So another example here is businesses. And this is a real call we had this past week. Actually at the moment I'm filming this. Businesses making 40 million a year plus looking to hire call center employees. A guy got on the phone with us and wanted to run YouTube ads and he wanted us to target people that were businesses making 40 million a year plus looking to hire call center employees. How many fucking businesses are there that are looking for that type of service and that are making 40 million a year plus? I'll tell you what, not many that are watching YouTube videos that where you can get your ad in front of the decision maker at the right time. Like there's just literally no way to even think about doing this unless he just wants to spend a ton of money, right? Like maybe that would make sense. So keep this in mind. Offers, big broad type offers. And Alex Becker talks about this a lot. A lot of people go to YouTube and get crushed because they try to use the same basically strategy that works on Facebook when they're such a niche type offer and they want to expand onto YouTube. You'll have clients say, and they'll come to you and they want you to run their YouTube ads. But you have to make an executive decision here and really ask yourself, think about it logically. Are these types of people on YouTube? Well, these people maybe. But the chances of you getting in front of them at the right time with YouTube ads to create a profit for the business owner on top of paying you and the ad spend that they're making within a reasonable time frame, very, very hard to do. So I would avoid these niches, these super niche audiences or super niche offers for that very reason, go after people that are selling some sort of business opportunity, make money online, offer health and fitness, right? Dating relationships, anything that's going to have a wide variety of customers who can purchase it. So you can actually spend a lot of money for them and they can get a real ROI. Now I'm not saying that again, YouTube ads can't work for these specific scenarios, but it wouldn't be my primary strategy. And again, you as an ad man, right, someone who's going to be providing strategies for clients and really helping them get an roi, you have to understand this as well. And just because someone wants to pay you money, like a lot of people that want to pay us money to run their ads, we have to then consult with them and say, look, this is stupid, this wouldn't make any sense and they'll actually respect you more for it and they'll still try to hire you. Everybody that we've talked to, like especially this guy last week, still wanted to hire us, still wanted to do it. And we're like, I mean, no, dude, we're not going to do it for you, but we can maybe refer you somebody. And we ended up just emailing him and saying, let's this is a dumb idea, don't do this. And so with that said, let's go into the types of funnels and offers. The two types of funnels and offers, okay, There's a low ticket type of offer. And we've ran plenty of these before with YouTube ads and they do work. So basically it's a YouTube ad to a 7 to $97 offer. This is like an info product, right? Think of like a free + shipping book offer or a course online course. And it has upsells, you know, otos one time offers down sales, then it takes them to a thank you page. And then how to really maximize load ticket nowadays is taking them to a sales call. Okay. And so the key here with a low ticket offer, if a client approaches you or you approach a client that has a low ticket offer, the key to making this work is to have a high average order value. What does this mean? That means an average order value, a customer spending an average of $50 on average with this business to make this make sense for you and for the client. Because it's a high average order value, anything less than this is hard to make profitable. Okay? Now that doesn't really matter if they have a solid ltv. So for example, a lot of you maybe have tried E Com in the past or you might be approached by E commerce businesses, or you might want to work with E commerce businesses. I can tell you from firsthand experience if you look at our client analysis sheet in the previous trainings, right? We show you the list of clients that we did, we ran ads for, with YouTube ads. There was a few of them on there that were Ecom there was about five of them that we've tried, not including Furry Freshness. And even Furry Freshness didn't do that good of a job with YouTube specifically, although they did a great job with Google Ads because they didn't have a solid ltv, meaning that they didn't know exactly how much a customer was worth to them and their business. 30 days, 60 days, 90 days and even 180, you know, 540 days out. And those are really key numbers, especially for E Comm when you're operating off lower profit margins, when you have basically cost of goods that you have to manufacture and then the cost of you to pay you to run the ads, the cost of the actual, you know, fulfillment, the warehouse, all those cost of goods and operations and eat into the profits. So you really want to have a high AOV and a solid ltv. So you can comfortably say I can help you scale this offer, Mr. E commerce owner. Because you know that if we even like, let's just say we break even and it costs us 50 bucks to make a $50 sale, right? But that customer who spends $50 and you're breaking even on the front end is now worth, right, let's say a hundred dollars on day 90. Well if that's a smart business owner, they're going to say, okay, I know that, you know, obviously this is basically breaking even on the front end. I'm getting free customers right now, but I'm going to make that money back on day 90. So I'm, I'm, I'm willing to spend it. Right? And these are, these are really sophisticated businesses here. Like not everybody has these numbers dialed in. And so that's why it's like very important to work with the right clients that know these types of numbers. And you don't have to know every single, basically all, all of these. But it really does help. So again, low ticket, this is 7 to $97 offer with upsells, thank you page and then you can lead into a sales call to really make this profitable and you really want to have a high ticket back end offer to really scale again or an LTV if ecom. So to really make low ticket work, usually the reason why people do this is because it's called a Selk self liquidating offer. Right? Business owners run a low ticket offer to basically self liquidate their ad spend, which basically means they're getting free customers because it's costing them $47 to get a $50 customer and they're, you know, making a Little bit of profit on the front end, maybe none, maybe they're losing money on the front end. But they're okay with it because the goal is to get customers that are better quality than a lead. Right? Just a regular person who opts in with the first name, an email or phone number because they're actually handing you their credit card to buy this product. So it's a better quality lead. You know, it's, it's actually a customer. And so those people will naturally be better when you go on a sales call because they've already bought from you once. Now you're showing them how to get results faster. Right. With a higher ticket, typically a coaching offer. And so that's how you really make low ticket work. Again, low ticket can't work. We've done this plenty of times. An example here would be one of our clients, the Tap Brothers. They had an offer. Rapid, rapid. Tap Brothers. Let me just pull it up for you guys so you can show an example here. Let me see if I can find it. Tap Brothers. I think it's because I am on my cash. Tap Brothers. There we go. You see here, this is an ad that we were running for the Tap Brothers on YouTube and on Google. They had it priced at 197, 994 bucks. They discounted it for 37 bucks. So it's a low ticket offer. Right. You can claim the discount now. Go here, right? 37 bucks. Okay, cool. They have an order bump which increases the average order value. Right. So now this goes from a 37 customer to basically what is that? Like a $52 customer. And then they also have upsells after you buy this first product. And that's how you increase the average order value. You have upsells, you have one time offers, you have downsells. And so now it costs us on average, it was costing us, I think it was like 4, 35 to 40 bucks to get a customer. But we were having an average order value. The average customer was spending about like 50 bucks. So we were making money on the front end. But the problem was this is why I say you have to have a high ticket back backend offer to really scale these offers is because the, the problem was for them, they didn't have a high ticket back in. They didn't have any sort of like coaching program or you know, workshop or retreat that they sell like three times, four times, five times a year or, or even a coaching program that was higher ticket. And so they were selling supplements on the back end. But that really Wasn't dialed in. And you know, supplements are obviously high, you know, cost of goods because you have to manufacture everything. And so we really couldn't scale fast and further, I should say, than our peak. At our peak, we were spending 100 grand a month with them. You know, that was an average of like, you know, it was like sometimes 3 to 4k 5k a day. And you know, we were like a 1.5 to 2x return on ad spend on the front end. But the profit started diminishing and we really couldn't do much because there just wasn't any. Like we were running that offer for almost two and a half years, almost three years, and it was doing still good. But like there was no end in sight because they didn't want to build a high ticket back end offer. And so, you know, that's where you really have to become in this case, a growth partner. And say, look man, we're getting, we're getting you guys customers profitably on the front end right now. But there has to be a high ticket. So now let's move to high ticket. This is the model that 90% of our clients run, okay? So YouTube ad to opt in to video sales, letter to an application which is like a type form. And then they have a calendly to book a call and then they have a thank you page, okay. And then they go to the sales call where they're actually pitched on the actual high ticket offer. Again, this is a, this is the model 90% of our clients are using right now. All of them are selling a 5 to 10k offer. And the key here is the sales team as we've been preaching to you time and time again. And if you're hearing this for the first time, the sales team is everything, especially when you're selling high ticket, okay? Because your job as the admin is to drive the leads. You're running the ads, you're creating the ads, you're helping the client create the ads. You're running the ads for them by managing the campaigns, launching the ads, choosing the targeting. But you're going to be bottlenecked by two things, all right? The actual offer or the sales team, meaning the messaging of the offer or the sales team. Those are the two reasons you will get bottlenecked for your success and the client's success. So the key here is the sales team and their performance and having appointment setters call these leads asap. So to give you an idea of what this looks like, I have the VSL funnel map right here. Which you can pull up. And this shows you a very detailed breakdown with the KPIs you want to be aiming for on each step of the funnel for the VSL. So a VSL just means a video sales letter. Okay, you're running YouTube ads again from Google. Okay, so over here we have the ads. You're running YouTube ads. Here's example of what they look like you have in stream ads. Okay, These are the ones that you can skip after five seconds you have in display ads. Okay? And these are the ones that basically show up on YouTube that look like a regular video with a thumbnail, but when you click on them, they go to a video watch page. So it looks like a regular YouTube video, but it's an ad. And those are the ones that you can scroll through on your home feed or your subscriptions. They pop up and then you have discovery ads. These are where you're browsing third party websites like Yahoo, espn and they show up on the banners on the like the sides of the screen. You can click on those and they go to the actual landing page and then you're going to send these ads, okay, for the VSL funnel you're going to be running ads for clients to have a high ticket VSL funnel and you're going to send them to a landing page. Okay, that landing page looks something like this where they collect their first name, their email, their phone number and then they'd be taken, they get taken to a VSL page which is a video sales that are anywhere from 5 to 25 minutes and up. Usually they're around 5 to 25 minutes nowadays. And then on that page they usually have some sort of application that then gets redirected to a calendly page that then leads them to a thank you page. And then they get on a sales call and then they become a client. That's the funnel. Okay, so ads, YouTube ads to the landing page. Okay, so majority of your work is pretty much done for the most people that they think is like right here. Like once a media buyer, like a media buyer's job is to do this right here, set up the ads, run the ads to this page and then try to get as cheap cost per leads as possible as well as as cheap cost per calls as possible by making sure the lead quality is good. But you really want to understand each step of this funnel. And so to help you with that, I've given you the metrics that you want to aim for, the target KPIs you want to be aiming for. So for your ads, you want to have a click through rate on YouTube of at least 1% minimum, ideally 2% or higher. Okay. When you have at least 2% or higher, that means your ads are cranking. All right. You also want to have a view rate of 20% or higher. How long and how often are your ads actually being viewed? And a view is actually less than what it used to be. Used to be 30 seconds. Now it's about 10, 10 seconds to count as a view or it's a click, obviously. And so 20 or higher is what you want to aim for. Then you have cost per click. This is $3 to $5 on average in the US market. So it's a little bit expensive. Outside the US you should be aiming for about one to two dollar cost per clicks. That's the ads themselves. Okay. Then when you get into the funnel, there's a lot of things you can be optimizing here, which is why you want to have bulletproof tracking. And I'll get into that in a second. Your landing page wants to be converting. You want your landing page or your client's landing page to be converting at 15 to 35%. 15%, the bare minimum. Okay, bare minimum. And if it's not at 15%, get it at 15%. Right? 35% is really good. You want your video sales letter, which is your video conversion rate, to be converting in terms of booking calls. So the video sales letter leads to this many booked calls. You want that to be 5% at least. And then ideally 15%, 15% is what like you want to be aiming for. Ideally 5% is bare minimum. Again, then show up rate, 60 to 80% call conversion rate 20 to 35%. So basically, because you know, people can book a call, right, but they don't show up. So the show up rate is very important because that means if people aren't showing up, your email autoresponders for your clients aren't optimized. You're maybe not sending texts to your clients that you should be, or your clients aren't sending texts to the leads that are booking calls. And then maybe you know, you need to add like a, like a 10 minute text beforehand. Like there's things you can do to optimize these things, obviously, is my point. And so the call conversion rate, meaning, meaning the sales team actually closing the leads that are on the phone with them has to be at least 20%. Okay, at least 20%. And so how do you track all this? Well, once you go to the, the target KPIs which I'll go into in a second. But just to give you a quick idea, we are going to be giving you our tracking sheet. Okay. And our tracking sheet looks pretty much like this. You can input the ad spend for your client, then your impressions, then the views on their ads on a daily basis. It automatically calculates everything in dark gray. Okay, so view rate, cost per view cost per thousand impressions. You can input the clicks per day. It automatically calculate, calculates the click through rate, the cost per click. You can input the number of leads that day. And then you can input. And then it automatically calculates the landing page conversion rate, which is very important. The cost per lead, which is very important. Then you can also input the call, the calls booked via Hiros, which I'll get into in a second. Then it'll automatically calculate the video conversion rate and the cost per call. Okay, and then this is very important. You want to actually notate how many calls were actually taken that day from the leads that you drove with Hiroshima. Because you want to calculate the show up rate again, how many of these leads are actually showing up to the call. That's a very important metric. You can also calculate the cost per showed call, which is this column right here. And then finally, how many clients were enrolled that day? Clients can also be switched out for units. Units can be number of sales. Clients, units sales, same thing. So number of clients that day. And then you can actually calculate which. I'll pull this up right now. You can see here we give you this dashboard, this, this tracking sheet. And then you can scroll over these ones and see what these numbers actually mean. So you can see here the CC percentage is call conversion rate, meaning the clients divided by calls taken. So what's the average call conversion rate, which is a very important number Lead conversion rate. This is all calculated for you. And this is the dashboard we can see month by month. All right. And then you can go into like November for example, and enter it day by day. Again, everything in dark gray is automatically calculated for you. So there's formulas in here you can see. All you gotta input on a daily basis is the white columns. And that will give you everything you need for your clients. It's a very easy tracking sheet. I would highly recommend making one of these for each of your clients. You might already have something that works for you. Totally fine. We're giving this to you. This works for us. And that's the overview of the VSL book, a call funnel. All right, now to bulletproof your tracking. Okay. We also recommend you Get Hiros. Okay. And I input a link right here to sign up for HiOS. If you don't have it already as an agency, you should be using hros. Okay? Hiros will give you a breath of fresh air because Hiros is way more accurate than Google Ads. I've attached a screenshot of an example here for you. This is one of our low ticket offers for one of our clients, the Tap brothers. And they were showing only four conversions in the day. I took this Screenshot back in 2020. You can see here four conversions at four $43 cost per conversion, when in reality Hyrules had 16 sales tracked at $10 cost per sale. If we would have listened to Google Ads, we would have probably not done much wiser decisions than we would have done if we had High Roast or for example, one conversion, one sale at 278 bucks. You guys saw the average order value was about 50 bucks, right? So like this is four times our target, five times our target cost per acquisition. This would have been paused, but luckily we had Heros and we would have seen that 14 sales were actually true at 19 cost per sale. And we had a profit of about almost 500. And we should have been spending more money on this account. So that's why Hyrus is so important. Okay, Hyrus can actually zap into with the Google Chrome plugin right here in your Google Ads dashboard, which we'll get into in the future videos. And you can set that up and then it'll show you the true cost per per lead, cost per sale, cost per, basically a return on ad spend, all those things. And so that's what you want to be using when you are running ads to a VSL book, a call funnel. And last but not least, I have the guillotine strategy with appointment setters. So a sales team is super key nowadays. So what does that mean? Well, here's the strategy that we use for our clients. Okay. This is our YouTube ads strategy that we use for every single client that has a VSL because a call funnel. We run YouTube ads, and here's an example what those look like. We usually create five ads for each client. And following our script template, you'll be able to do the same thing. They lead to a landing page. Once they land on the landing page, they become a lead because they opt in. Now once they opt in, they then get basically a, a call right from the appointment setter. They get a text. If they don't. Well, first of all, they get two calls. They get a call and if they don't pick up, they get another call and then you get a text. If they don't pick up both calls and then they also get an email. Because typically your clients should have email autoresponders for every lead that opts in. And if they don't, that's an easy low hanging fruit for you to help them with. Because every lead that often should be getting an email the moment they opt in, pushing them to watch the video sales letter. Now, typically most clients can actually do a sales call right then and there, or they can qualify the lead to make sure they're a good lead and then triage them, which basically means set up a second appointment for the closer to actually close them on the sales call. So this is very important here. So I like to show this to our clients to show them what exactly we're going to be doing. We're going to be helping them create the ads that go to the landing page. Now let's say people don't opt in to become a lead from the landing page on the first top of funnel YouTube ads. Well, people that don't opt in, they come down here and then we remarket them with testimonials. Okay. So we usually have another campaign for everybody who lands on the opt in page but doesn't become a lead with a testimonial video from one of their top performing clients, another testimonial video from one of their top performing clients, another testimonial video from one of their top performing clients, a testimonial montage where our editors take all of their top testimonials and montage them together to create one giant highlight reel about three minutes in length. And then this is all in a separate campaign right there. So we're just remarketing to everybody who doesn't opt in, reminding them about their offer, showing them proof and results from actual clients who did opt in and watch the free training or take take action on the offer. And then we also have case study. This is where one of our clients is basically just highlighting all of their clients. They're on camera showing screenshots, showing real results. It's kind of like a mix of the testimonials and the client actually doing a direct to camera ad. That one works really well. And on top of that, just like I showed you in the overview, we also have Google search and Google discovery ads running. So if they don't opt in. Right. Let me just go back here and refresh this. If they don't opt in the first time they see our YouTube ads. We are also remarketing them with testimonials, case studies, Google search ads, discovery ads. So let's say someone watches a YouTube ad and doesn't opt in, but they're curious about the brand, if they're legit or not. Well, we have Google search ads running in another campaign where they can see this, an ad like this, right? If they search, for example, this is a Screenshot of ours, adspend.com an ad pops up and it shows, you know, a call to action. So then we lead them down the funnel again to the same landing page and then discovery ads, right? We're following them wherever they go online in their Gmail, on YouTube with the, with the display ad and then on third party websites and ESPN, Yahoo, Bing, all those websites where we can actually run ads to remind them about our offer and our clients and make sure that they opt in. So that's how it works at a high level overview. That's the strategy that we use for all of our clients and we'll be teaching you inside of this program. All right, so with that said, that is the overview. That's the offers that work, the difference between low ticket and high ticket and how to make low ticket work, especially if you're doing E comm and then high ticket. The strategy for vsl. But call funnels, again here the key is the sales team and having appointment setters call the leads as soon as possible. You can see that with this over here. And last but not least, over here I give you a Google document that shows you all of the benchmarks and target KPIs you should be aiming for. Click through Rate view, rate cost per click and then the VSL book of call metrics right here. So again you have the overview and the model over here what this looks like. So you can really analyze this because as you start running ads for clients or for yourself and you have this tracking sheet right here after about 14 days which will show you that's the testing window. After about 14 days you can then come into this tracking sheet and clearly see what's the bottleneck from right to left. Is it the actual show up ratio? Is it the video sales letter that's not converting meaning because the vcr, right, the video is not getting enough booked calls. Or is it the actual cash being collected isn't high enough and they're always doing two pays, three pays, four pays. Why aren't they doing paid in fools? Right. If the cash collected was higher, then the revenue and the return on ad spend would be higher. So this is a very holistic overview to show you exactly what the bottleneck of the campaign is, because, again, you can just be a media buyer and you'll get paid like a media buyer. And you can say, I'm not really in charge of that. But if you learn how the funnel works from a holistic view like this, and you can see, okay, cool, here's the machine. It's a whole system in itself. How do we optimize this system to be more profitable for my clients so I can make them more money and in turn make more money for myself because I'm becoming more valuable? And if you can help them optimize each step of this campaign, which doesn't end here, then you can really be an ad man, someone who's going in to come into a business and demand what he's worth because you have the knowledge to be able to say, I know how this works. I have the strategy. You and I can help you scale this thing. So that's it for this video. I hope you enjoyed. I will see you in the next video. And let's keep it going. All right, Peace.