How To Boost Client Engagement with YouTube Ads with Aleric Heck

Hello, my friends, and welcome. Today we've got a very special conversation and presentation from somebody who's become a dear friend of mine very quickly, actually. His name is Alaric and He is a YouTube genius. And you're going to understand exactly why I'm using that word today when you hear what he's going to share. Now, I met Alaric through another mastermind, another two masterminds that I belong to. Three, actually. Wow. We're like really, we're really connected. So the first time I heard him speak was at Amber Spears, what do we call it? Mastermind.

Right.

That was the annual event. And he kind of like blew my. Blew my head apart with what he shared with the opportunity that exists for all of us. And then I heard him speak at another event called Genius Network, which is where we, him and I also belong to that genius network. 25k group, I guess, 35k group now. And Alaric is also part of another group that I belong to, which is called Archangel. So we're deeply connected and entangled and exposed to each other's message. And I can assure you that he is the best at what he does. And one of the things that Alaric and I have had a chance to do is kind of explore the opportunity of YouTube. And this is for the most part a very untapped opportunity for functional medicine practitioners because we just don't know that this is available to us. And as I've shared with you in the past, YouTube is a very powerful platform where people are looking for solutions. And if you can be that solution for them or get in their feed to be presented to them as a solution, it definitely increases your odds of them working with you. And, you know, when people can see us on different platforms being of service in different ways, then it just helps build our brand so much faster. So I've asked Aler kindly to come and share with us what he's working on with his clients and what's working well for YouTube based ads and how this can be applied towards your functional medicine practice and really any business. So whether you're a practitioner or not, what he's going to share with us today can be very, very applicable. So if you know a business owner that could benefit from this, feel free to share it to them. We want to help as many people as we can with our message and Alaric's got a powerful one and I know he would appreciate that too. So without further ado, Alaric, thank you for joining me today.

Yeah, thank you so much for having me on Sachin, I'm so excited. This is going to be amazing. And exactly like you said, it's been amazing getting to know you, all the amazing work that you're doing, all of the different practitioners that you support. And I'm excited, excited to share everything.

Awesome. Well, one other thing that I should mention to people that they should know about you is you are like an expert person at escape rooms. So you're like an escape artist and you've traveled the world to escape rooms to be able to break out of them. And maybe you can start by sharing maybe your favorite escape room story.

Oh, yeah, yeah. So I've done over 100 different escape rooms and actually I don't remember if we talked about this on our last call. Did I tell you about the one in Amsterdam that I just did with your brother? Yeah, yeah, yeah, exactly. Yeah, yeah. So, so I shared that with you before. But basically, yeah, the one in Amsterdam, it's called the Alchemist. And they took four years to design this room. I planned an entire vacation and trip around going to this escape room. It's one of the top ones in the world. So my brother and I love to go on like escape room, you know, trips each year. So we flew out there to Amsterdam and we did a dozen escape rooms, all culminating in this one room called the Alchemist escape room. And it was incredible. You know, you walk in and it kind of tease you at the beginning. You walk in and it's just a plain, like white room. You're like, what's going on? And you figure out there's just like a key on, you know, on a shelf there. You grab it, you go back out, turn the key, then you go back in the room and it is just this, it's transformed into this gigantic study with stained glass windows with big bookshelves. And I think I showed you a picture, Sasha, you know, of that. And it was just an Incredible escape room. 2 hour long escape room, they're usually like an hour, but this one's like a double length, like a double feature. And it was, it was amazing. There's like we were sliding down fireman poles, we were, you know, unlocking a secret staircase, you know, all kinds of things. I won't spoil anymore. And honestly, that's just the tip of the iceberg. So, you know, yeah, it was incredible. That's, that's definitely the, the best escape room I've done. And anybody who is, who's watching or listening, especially, you know, those of us who are entrepreneurial, right, it's like we're always solving problems, right? So maybe in your, in your practice, you know, you're solving different problems, doing different things. Going to an escape room taps into that same part of your brain that you're using all the time. And so I have, I haven't met an entrepreneur or business owner that, that, that doesn't at least like escape rooms. And many of them love them.

So I love that. And the reason I bring that up is because you're a problem solver.

Right.

And when you're in an escape room, you gotta think outside the box. You've got to think on your feet. Right. Because there is a time limit, obviously. You can't be in there forever. And you've got to learn how to cooperate and collaborate with others and respectfully kind of turn their ideas down or respectfully be humbled by their ideas as well. So I think it's a great metaphor for so many areas of entrepreneurship. And if you can be good at escape rooms, then certainly those skills transfer to better entrepreneurship as well. So thank you for sharing that. I always love. What I love about when you talk about escape rooms is how much joy there is and passion there is when you talk about it. And I want people to kind of recognize that because that's the passion we need to get our message out there in the world. So without further ado, I'd love for you. I know you've got a beautiful presentation you've put together for us and a training. So let's dive right in because I know there's a lot to cover.

Absolutely. I'm excited for it. So let me dive in here and we will dive into the training and. Absolutely. And so similar, you know, the passion for escape rooms and the passion for YouTube and YouTube ads. I'll share a little bit more of my backstory in just a second, but been doing this for quite some time. And so to today, I'm excited to dive into how to use our alpha AI strategy to generate leads and clients and patience for your practice consistently with YouTube ads. And these are the YouTube ads that you're probably familiar with. You probably see them when you're on YouTube. They appear right in front of other videos and they allow you to get people to take action. So they can click on that button, they can click on that link to go and, you know, maybe book an appointment or, you know, see some materials where they can learn about, you know, wellness and health and the different things that you can support people in. And so these are in stream ads is what we're going to be focusing on today. These are the ads that appear in front of other videos. They're of course on desktop and on mobile. They also be on TV and other platforms as well. And they have that five second countdown before somebody can skip the ad or they can choose to watch the ad, potentially click the link to go and take action. And so we're going to talk about how to maximize all of that inside of this presentation here. There's also a different type of YouTube ad called in feed ads. These appear in search results or as suggested videos. And these ads are really good at building your brand and your exposure on your YouTube channel. So you can actually use these to get more people to watch your videos. Now this is a little less for direct conversions. We're going to focus more on that. That being said, the beauty of this being a presentation here is Sachin, like, if you want to, we could take this wherever you want to go. I'm happy to dive into some of this here as well and answer questions that you might have throughout. But these are the kind of in feed ads that appear in those search results or suggested videos. But we'll mostly be focusing inside the presentation on these in stream ads and how to get patients and clients from that. And so one big thing to know is that YouTube ads have evolved. I was even telling Sachin since I gave the forums presentation, you know, about a year ago and the Genius network was more recent. But you know, things have changed. They're constantly evolving, constantly changing, and especially when it comes to advertising and AI, right? So Google has so much data on every single user and they have injected AI into their advertising platform. Google, of course, owns YouTube and that's where you're running YouTube ads from, the Google Ads platform. And so Google's injected this AI into YouTube ads and this artificial intelligence unlocks a new paradigm for YouTube. And I see this as one of the biggest opportunities that you have to reach your ideal clients. Because the key is reaching the right person, the right time with the right message. And I want to show you how you can do that with YouTube ads and being on the cutting edge of AI advertising on YouTube by actually targeting exactly who your ideal client is, help avoid getting left behind and really start embracing both YouTube and AI in your advertising. And so we're going to dive into what this means. I know we're talking about a lot of different things. You probably have some questions about what is the alpha AI targeting strategy? How does it have that name? I will reveal all of that. We'll be diving into that throughout the presentation. But the big thing you need to know is we want to make sure that your YouTube ads stand out from the crowd so that you're able to achieve your goals. And I want this to be the most valuable product presentation that you watch because I'm going to be breaking this down. I know, sounds complicated, right? We're talking about a lot of different things. We're talking about AI and YouTube. But my promise today is to make it simple and actually walk you through, step by step, how this works. Also, I've got a 19 page YouTube ad strategy PDF I'll give you for free at the end. Feel free to take notes, but I also took a lot of notes for you and we'll give you this PDF at the end as well so you can go through and it kind of has step by step instructions of what we talk about. Now I'm going to go a little bit quickly through these next couple slides because of course, you know, the people that, you know, Sachin brings in, he's going to, you know, make sure that they're the best. But at the same time, you know, just to share a little bit here generated, you know, a couple hundred million dollars plus with YouTube ads for our clients, as you can see. Imagine, you know, new clients or patients coming in, your, you know, calendars being booked out. These are the types of things that we've done for, for thousands of businesses that We've implemented this YouTube ad strategy into wide variety of different companies. Maybe you recognize some of the different businesses here. We've also used this strategy for ourselves to land on the Inc. 5000. We had 6052% growth in three years. This was on the 2022 list, number 60. And then we were also Inc 5000, three years in a row, of course, you know, based here in Austin, Texas. And I'm really excited to kind of dive into how all this works. Now I started out how I got into YouTube and I think it's valuable to, you know, to kind of share is I started out by filming YouTube videos. And I started 15 years ago just filming videos, teaching people how to use their iPhone, doing app reviews, tech tutorials. This is actually my college dorm room. You can see my bed on the side over here. I was filming videos on how to use like each new iPhone, I would film these videos and, and I published them on this YouTube channel, App Find. And that channel, I ended up getting millions of views, several hundred, you know, over 500,000 subscribers. You know, one of my most popular videos, like an iPhone 7, beginner's guide, and, you know, you can see 8.6 million views. And so that started to attract attention. A lot of mobile apps and tech companies wanted to sponsor my videos and, you know, pay me to talk about their different apps. So I started doing that. And one of the apps said, hey, how can I get more people to see this video that you made about our app? And that's when I thought about it for a second. I said, you know what? Why not use YouTube ads? And this was about eight, nine years ago. And so it was kind of earlier on, like, not many people were using YouTube ads at that point. And so used YouTube ads. We got them a bunch of downloads, and they're like, this is great. We got an offer. They offered to have me drop out of college, fly out to Silicon Valley, like, join their team, and I turned it down. I turned on that offer actually, three times, and I decided to create ad outreach instead. And that is, you know, the business that I have today. We've, of course, you know, seen a lot of different success here. But the big focus that I want to show you is exactly what we learned about where to go and where to dig to get that sweet YouTube treasure I know we're all looking for. And I want to show you how this works and dive in. And I've also told Sasha as well, like, any questions that you have throughout, I'm excited to answer them. And we're going to dive into the alpha AI targeting strategy in a second. But before we can do that, we need to talk about what video you're actually going to create that you're going to be able to run as an ad. And so it's all about reaching the right person, the right time, with the right message, and that's the video. So we want to make sure that we craft a great video. And a big mistake that entrepreneurs and marketers make when they create YouTube ads is, is they provide no real value inside of the ad. Nobody wants to receive an empty Amazon box. You'd be kind of confused, like, what's going on? And so what we found is that people are on YouTube for one of two reasons, either to be entertained or to learn. And we want to tap into the people that are there to learn and that they're in what's called the learner's mindset. So they are looking and watching YouTube videos, trying to learn and solve problems and do different things. And we want to create ads that specifically appeal to them. Now, we call this ad that appeals to the person in the learner's mindset, the value ad. It's a video ad that provides genuine value and incites action. And so there's three main components of that value add. The first is the hook draws people in. The second is the educate, where you're providing that value, providing golden nuggets. We'll break this down in a second. And the third is the call to action to get them to take action from your ad. So to kind of break this down, the first piece is the hook. And I want you to think about your ideal client or ideal patient, like this goldfish, right? Their attention span. A goldfish's attention span is about 5 to 6 seconds long. You may have heard that. Well, it's the exact same thing you need to tap into with a YouTube ad because you only have five seconds before they can skip the ad. And so if your prospects like this goldfish, you need to capture their attention right at the beginning. What are the things that you can do with your practice to be able to help them solve the challenges, the problems, the health issues, whatever it happens to be that they're going through right now that you can solve. So you want to capture their attention and then prime them for the rest of the ad where you're going to provide value and actually demonstrate how you can solve that problem. So you have about five seconds to be able to do that. The second piece is the educate section. And this is where you can provide golden nuggets. These are real pieces of value, but they are small. Right. So the reason they're called golden nuggets is it's a small piece of value, but it's worth, it's literally worth its weight in gold. Right. It's really, really valuable for that person. And so you want to do this in one to two minutes. Overall, your ad length is going to generally be around three minutes long. And so you can have a 15 to 30 second hook, about one to two minute educate section. The call to action, usually 30 seconds to 45 seconds. We'll get into that in a second. But you want to provide real value here in the educate section. Actually teach them something that maybe they haven't heard before or they don't know what is something that you can share. And a great way I like to put this to get both the hook and the educate section because usually the hook leads to the educate. If you want to come up with a great hook and a great educate section is imagine yourself. I know it's cliche, but, but it works. And you'd be Surprised? Most people haven't done this exercise. Imagine yourself in an elevator, and you have to give an elevator pitch. Your perfect patient walks into that elevator. You know, they have those, you know, health challenges, maybe chronic illness, whatever it happens to be that you're helping solve. And they have that issue and they walk in the elevator. But, you know, if you cannot explain why they should listen to you, in 30 seconds or less, they're going to get off that elevator and you'll never see them again. What do you say? And then write that down. And maybe you come up with a couple different variations. Those are different ad hooks. And then usually what you're saying is not all of it. It's like, you know, you're. You're basically teasing that you can give them more value. And then what's the next thing? What's your next. Let's say they then say, oh, my goodness, this is exactly what I need. Tell me more. And then they, you know, step out of the elevator with you. And you now have two minutes to show them that not only were you able to capture their attention, but that you can really help them. And, you know, and then imagine you're then lining up the opportunity for them to go and grab coffee with you to have a deeper conversation. So now you have two minutes to set up that coffee conversation. Right? Which is, you know, your video sales letter or maybe your appointment depends on wherever you're sending people to. Right. So think about it like that. When you break it down like that, it becomes so much more approachable. It's not writing a script, and it's like, what would you say to the perfect patient to pull them in, educate them. And then the final piece is just a simple call to action, which could be booking an appointment, it could be going to a, you know, a video sales letter if you're selling a specific, you know, product or, you know, to. To book a call from that. So there's different ways to do it, or a lead magnet. But what is that 30 seconds, you know, initial hook, and then one to two minute conversation that gets them to want to learn more. And so that's the hook. Educate. Call to action. Sasha, I want to just make sure, like, all this, like, any questions coming up for you? How is, how is all this, this sounding so far?

Yeah, you read my mind. I was actually going to ask a question. So first question is, what are some common mistakes that people make in the beginning of their video that gets, you know, cause. Causes people to fall off?

Yeah. So one of the big mistakes that People make. So there's. There's two big mistakes. So one is not actually having, like, not testing. So the three. So one is not testing enough hooks. Right? So you. You might not know exactly what that perfect hook is going to be. And so I always recommend testing three to six different hooks to see what's going to work the best. Because if you just test one thing, you don't know if that's the best hook ever or if it's the worst one or somewhere in between. And so you want to test a few different things. And then it's not having. Having a. Not having, like, a real, like, hook that really pulls people in. So you don't want to start off by saying, like, you know, I'm so and so from this practice, and today we're going to talk about this because your potential patient, like, their attention span is going to be like, oh, I don't know who that is. I'm going to skip. Right. Versus, you know, do you, like, are you struggling with this or are you struggling with that? I'll give an example of. We had a nutritionist client, and the hook that we wrote that worked pretty well. It kind of changes from these other types of hooks. He had a cup measure of oil, and so it's filled like, cup measure of oil. And he holds up in front of the camera, he says, if a calorie is a calorie, why can't I just drink 2000 calories of oil every day and be healthy? Great. Now that we established a calorie isn't a calorie, why do you think you can have these 2,000 calories of pizza versus 2,000 calories of leafy greens? There must be something different. And so today we want to talk about macronutrients and how that actually affects, you know, the. The health that you have and. And, you know, what you should consume. And then he dives into a little mini training, like, one to two minutes, right? So that. That hook makes you want to watch. It's not like, you know, is there more than just a calorie, you know, or. Or something like that, or, hey, I'm so and so. And I want to tell you about how you could potentially lose weight, but. Or how you can get healthier or how you can reverse diabetes or whatever. No, it's like, it's a hook that captures people's attention. If you were in the elevator with that person, you're gonna be like, wait, tell me more. And so that type of hook is like, what is that for? You that you're gonna be able to use the hook that works the best for us that I've scaled. I know, Sachin, you know this, but other people might not. It's is YouTube ads beat Facebook ads every time. Let's face it, Facebook ad costs are going through the roof. And even when you have a great ad, they're almost impossible to scale. In this video, I'm going to show you how you can use YouTube ads just like the one you're watching right now to scale your business to seven or even eight figures. And you can see how that hook it, you know, it has a bold statement at the beginning, makes you want to watch. And it also talks about the big problems that people have, talks about how I have a solution and then, you know, and then we dive into the solution, we talk a little bit about what it looks like before inviting them to take action. And I teased one third final piece to answer your question of another big mistake people make is they don't push away the wrong people. So an example of that is I remember there was somebody that came along and before they were working with us, they filmed an ad and they had a flamethrower. Literally they had a flamethrower at the beginning of the ad and they were teaching people how to sell on like Shopify and stuff like that. And they're like, the ad has such a high view rate. So many people are watching it, but we're not getting the conversions and the return that we want. And what we had to point out is actually you're just getting all these people that are looking for entertainment. Remember we said entertain or learn. Swap that out for an ad where he was literally at his desk showing examples of some of the Shopify stores that he had and talking about how he was going to help them, you know, actually become, you know, a top tier Shopify seller. Based on the experience that he has. And then diving into that, that ad far out converted less people watched in terms of percentage. But you actually want the wrong people to skip. Because when the wrong people skip, it teaches the Google algorithm and YouTube's algorithm that those aren't, those people aren't interested. So it won't give it a false positive. So you also want to push away the wrong people and then pull in the right people.

I love it. You're such a sage, simple genius. And it makes total sense, right? So we hook people in and we give them some value, some little nuggets of. And I know everyone watching this has lots of nuggets they can Drop bars of gold. But the intention here is to give them nuggets and then point them to a tool that can, you know, get them into your ecosystem, maybe off of YouTube or, you know, to build your list and things like that. And then you're also, what I'm also hearing you say is that when we attract the right people, which also means repel the wrong people, then we're also teaching the algorithm who you want more of. So I think we have to also keep that in mind. It's very poignant for us to keep that in mind that it's not just about volume, it's about the right people. Because we want people not just standing in line, we want them buying tickets to the show.

Right, exactly, exactly. So it's, it's actually bringing in the people. And then in this, in this current stage, we're going to talk about the targeting in just a second. Like where we are at right now is so much is driven by an algorithm. So Google and YouTube is looking at who is watching who is clicking. And you want to make sure that you're attracting the people that you want. Right? And not just any, any person. So you want to actually attract those ideal patients because then you, it's saying, oh, these are the people you want. Great, I'll go and help you get more of those people. Right. And so it's creating that feedback loop as well. Awesome.

You know, and one other thing, and this, this may, this is something I asked you when we had our own.

One on one call.

And I'd love to. It might be popping in some people's heads. And so I'm a YouTube Premium user and there is a solution, there is an alternative for that. And so I just assumed that everyone else is a YouTube Premium user. And you shared a statistic with me of what percentage of people are actually YouTube Premium users. And I'm like, oh, I'm not the average person, so maybe you could share that statistic with us as well. So people realize if they are premium users, it doesn't mean that their prospects are.

It's a very small percentage of the overall number of YouTube users, around 3ish percent. And it's like a very minority of the YouTube users. The other thing to note is it's very similar to, you know, people saying, well, what if somebody doesn't use, you know, Facebook or they don't use Google search engine, right. Maybe they use Bing or something else. Right. It's like, sure, that's possible. And it's such a small group of those People. And, you know, it's like those are people that have decided. They said, hey, I don't want to, like, you know, watch that. And so that's okay. But there's enough people that have their ads on that we can reach those people. So it's just like, you know, people every day decide to leave Facebook, but, you know, those are still also successful. And again, by the way, I talk about YouTube versus Facebook, I'm telling you, you know, all the extra benefits of YouTube, but in reality, there's opportunities to run ads on multiple platforms. I'm a big believer in YouTube. That's what you're going to see and hear me talk about. But at the same time, like, there's opportunities to reach the people that are on the platform. So I just lump the premium users in with the people that don't regularly use it. But here's the thing. 80% of people in the 18 to 48 bracket use YouTube on a regular basis. And then of that, again, it's only around that 3% that have premium. And so the vast majority of people are still reachable. And you can also target people based on household income. So another misconception is that people like, oh, all the highest household income have premium. That's not the case at all. We run ads all the time with clients that have higher ticket offerings to top 10% household income earners or top 20% household income earners. And again, you're only running the ads to the people that are able to view ads. So the fact that premium exists doesn't actually affect your ability to advertise. You know, there are some people that you might not be able to reach through that. And, you know, you can always have a diversified strategy, but there's enough people that you can reach that is going to get some really good results for you.

I love that. Because sometimes what happens, what stops us from doing something is we project our biases and then we just kind of throw the baby out with the bathwater, so to speak. And so I know that some people might be even thinking that. And I think it's important for us to recognize that 97% of people may not be like us and they could benefit from our message. So thank you for that clarification.

Exactly. Exactly.

Awesome.

And so that's kind of the hook. Educate, call to action. And the next question a lot of people also ask as well is, is, you know, well, what if I don't have fancy equipment, I don't have a studio, and I have all this stuff? Honestly, the reality is you don't need fancy equipment to create great ads that convert on YouTube. And in fact, one of the things that we found is fancy equipment can take away from your message because it feels less authentic, right? We have been trained for such a long time to tune out videos that feel like classic commercials or ads, right? In a studio, you know, it feels too polished. That's not what you're looking to create. You're looking to create a more natural looking and feeling ad. And, you know, it's really all about being seen as an authentic authority, being yourself, being that authentic authority. And you're going to resonate with your ideal clients. You can even use an iPhone, which these days shoots 4K video and a tool called a gimbal. You can get it. It's around a hundred bucks on Amazon. There's a few different versions of it, but you get like a gimbal and it'll stabilize your phone so you've got a great camera quality. It'll stabilize your phone. If you're indoors, sound quality is usually fine. If you're outdoors, just use AirPods and that's all you need to record a really solid YouTube ad. Either recording it of yourself or you have somebody else go and record you. And so again, like, you don't need fancy equipment to create a great YouTube ad. And in fact, this can actually feel more authentic and natural for you as well. Now the next question, like, a lot of people might be asking, you know, well, Alec, like, this all sounds well and good, but I don't know how confident I am, you know, getting on camera. And, you know, you might be saying, okay, Alec, it's like, you know, you're clearly like, you love, like, you know, talking on camera and on video and all that stuff. But that wasn't always the case. Even though I started off with my original, even though I started off with like my original YouTube channel, like 15 years ago, I was behind the camera. I was behind the scenes. I was like recording video. As you could see, it was pointing directly at my iPhone and you could hear my voice, but you couldn't necessarily see my face. And so, you know, six years ago I had already been running YouTube ads for a couple of years for different clients and different things and training businesses on YouTube ads. And that was when I said, okay, I need to do this for myself, right? Like, I mean, I know how to do this for other businesses now it's time for me to scale. And I recorded this ad and I almost didn't publish it about six years ago now. Because I felt embarrassed and, you know, not confident in how I looked. I was about 50 pounds heavier than I am today. And I recorded this video. I almost didn't publish it, but I'm so glad that I did because this was the first video that made me over a million dollars in my business. And so this video right here, you know, again, like, the reason I share this and put this in here is like, so that you know that you're not alone. Everybody feels this way about their first YouTube ad. So I really encourage you, just, like, film it and be yourself and be natural and be authentic. And by the way, especially since I'm talking to, you know, a lot of practitioners and people that help health and wellness, you know, I work with an amazing nutrition coach and now a great, you know, personal trainer and fitness coach as well. And, and I've since lost that weight. But it doesn't really matter what I look like or what I sounded like at that time. And it doesn't matter who you are, what you look like, what you sound like, what your background is. Just be authentic because your ideal clients are gonna be drawn to your authentic self. And that's a message I really wanna, like, hammer home there. And so that's how to create that irresistible YouTube video ad that converts. It's the hook, educate, call to action. And those are all the different pieces on the ad side. And then next we're going to dive into the targeting. Sachin, anything else that you, you want to kind of dive into, you know, on the, on the ad side?

No, I think that was great. Like, one observation I made in the image that you shared of yourself is there was smart water there in the background. So I, now I know you're a secret code. You're, you're a secret sauce to your brilliance.

Yes. Yeah, there you go. Exactly. Got the smart water. Oh, yeah. And so anyways, and, and, and so that is exactly what we, what we dive into. And now we're going to dive into the YouTube ad targeting and we're going to start with the basics. So we'll start with the basic side and then we'll expand into, into some of the more advanced strategies, which I'm excited about. So, of course, the first piece is location targeting. So you can target people based on the location that they're in. And, you know, again, let's say you have that local practice, you can target people not just based on countries, but all the way down to either a state or city or even a street address and a radius around a street address. So not a lot of people know you can do this. You can actually go in and put in your street address and then choose a mile radius around it. You could even get people who are within walking distance or a 15, you know, 20 mile radius for people in driving distance. And so you have an opportunity to do that. With device targeting, there's opportunities to target people on computers, mobile phones, tablets or tv. Now with tv, if you're looking for direct conversions, that's not necessarily where I would go because more people on their computer or on their phone are going to click the link to go and book an appointment. But TV screens can actually be good if you're looking for that kind of brand authority effect, right, where people are watching TV and then they see you. And if you're looking for an alternative to the classic TV ads, which, you know, people don't really, everybody's cutting cable these days. You know, you have an opportunity to appear on YouTube, TV as well. So there's opportunities there. That's a little more branding focused though, versus direct responses. Computers, mobile and tablet. And then you also have demographic and income targeting. So again, depending on, you know, the patients that you serve, the gender, age, parental status, that's all going to be up to, you know, who that person is based on you. But I also want to draw your attention to household income because this is really impactful, especially if you're serving people, you know, you know where you're, you've got like maybe out of pocket, right, is what you're, what you're doing. So you want to attract the higher income earners. You can target top 30%, 20%, 10%, household income earners. And here's the thing, Google is very different than Facebook. Facebook does this based on zip codes. They say top income, zip codes. It's all just zip code on YouTube. This is based on the individual. It is very different, right? This is based on that individual's browsing behavior. You know, they, they know everything you're searching for on Google. They have Google Chrome, so they see all the websites you're going on. They also have Google Analytics, we'll talk about that installed on the majority of websites. Obviously everything you watch on YouTube or you know, search on YouTube and they also have Gmail, right? There's a reason Gmail is free. There's a lot of data, right, that goes to Gmail. Where do all your receipts go? They go to Gmail. So they have a pretty good idea of your household income. And so you could target top 10%, 20%, 30%, household income earners based on what Google knows about that person. And what I would really, really recommend is definitely remove lower 50%. And then if you want to target only the people that Google has a pretty good idea, they're in a top income bracket, remove unknown as well. And then it'll only really target logged in Google and YouTube users that they know are in potentially a top income bracket. It's not perfect, but it's pretty good. And so that's another piece as well is with the demographics and income targeting. Now when it comes to audience targeting, we're going to talk about a couple different ways to do it. There's three main, or I guess three main ways. So the three main audience types are Google pre made audiences, which are the audiences that Google already has. They kind of come built in. There's also using your own data and retargeting and there's custom audiences. This is building new audiences from scratch. That's our secret sauce. We're going to dive into that. That's like a big, big piece of what we do. So with Google pre made audiences, there's different audiences that Google's already built. There's in market segments, affinity segments. I'm going to explain what all these are in a Second life event and detailed demographics. So if we dive in to, if we dive in here, you can see with in market audience segments, these are all the different segments that they know that they're in the market for these things. So there's food, gifts and occasions, you know, real estate, software, sports and fitness. Right. There's health related ones as well. And so you'd be able to go in and target some of these in market audience segments that are already inside of the Google Ads platform. And so let's just take a look here. You can see it's a great example for everybody here is let's say, or maybe not every. So there might be some people overlap but of course I know there's also a lot of practitioners. But let's just say you're helping people with something related to fitness, you know which, which can be related to practitioners. But you can see here fitness services, fitness programs, personal fitness programs, workout videos. You can do the same thing with nutrition based things as well, weight loss. And so you can see that you can actually target people based on some of these different in market audiences already inside of Google and YouTube ads. You can also target affinity segments. These are broader segments as well, like shoppers, sports and fitness. There's, there's different, you know, different kind of bigger Broader topics, mobile enthusiasts. So an example could be you know, people who are avid investors into banking and finance or business professionals. Again to reach some of these people that maybe are a little bit more into investing or they're you know, business owners. And so you can see that you could dive into more of an affinity segment. This is broader audiences based on who that person is. Whereas in market is what they're in the market for, what they're actually looking for right now. There's also life events like creating a business, graduating from college, renovating, getting married, retiring soon. Right. There's a lot of big opportunities here where you can target life events as well. And then there's also detailed demographics. Right. Maybe you predominantly in your practice serve you know, children and you can target parents of kids of a certain age. So you can see here parents of teens 13 to 17. We've got you know, a client sat prep kind of side of things they target like parents of teens and those are the decision makers. But maybe your practice specifically focuses on children and you could target the parents of those children. So Google knows that those details, they've got pretty good picture of you know, the, not just the person but also the fact that they have kids and the general age range of those kids. So again there's a lot of data that Google has which you know, gets, gets pretty exciting.

It's pretty amazing right to, to know that they have all this information. And if I remember correctly, I don't think you can do this with Facebook. So this is unique opportunities to really hyper target your audience that is available on YouTube only. So if, if, if some of you are using Facebook ads, this could be give you even a more precise in, into your getting in front of your clients.

Exactly.

Less wasted money.

100% exactly. So that's, that's the, you know, there's so many, so many more like options and opportunities and a lot of people don't, don't know about that, you know. But that's why we're doing this presentation here and we're just getting started. We're going to take a quick detour to talk about your own data and retargeting. But then we're going to get into custom audiences because you can build your own audiences which you really can't do on Facebook. Right. It's all pre built. So we just talked about pre built even that's more robust than Facebook. But when it comes to custom audiences that's where things get even more exciting. So you can leverage your own data, you can leverage website visitors, app users, YouTube users, customer lists. And so if you have. And just to give you an example, basically this is. This is your robust retargeting, right? So people visit your website. You know, if you happen to have a mobile app, you know, people who are watching our YouTube channel, or you can even upload your own customer list. A little asterisk there is. You do need to have a verified account that they want to see a certain amount of spend before they let you upload the list. And so with YouTube, like, if you have a YouTube channel and you're getting people watching your videos and your content, you are sitting on a gold mine because you can retarget all those people watching your video, subscribing to your channel, liking and engaging with your YouTube ads. So you just plug that in and then you can target people who subscribed in the last, you know, 540 days, people who liked any video or watched any video or engaged with these videos. There's opportunities to target those existing viewers. Now, a big question a lot of people ask is, well, do you need an established YouTube channel to be successful at YouTube ads? And the answer is no. We have. The answer is no. So you can have an existing. You don't have to have an existing channel to see success on YouTube. You can dive in and have your first video be your ad. And we've got plenty of clients like that because Again, remember, the YouTube ad appears in front of other videos. It drives people off the platform. They're not looking at your whole channel. They're just watching that ad. So unlike other platforms where you kind of people build up more of a robust, like Facebook profile, for instance, before running ads, gain a bunch of followers, you don't necessarily need that with YouTube because you can get in front of people on YouTube and then drive traffic off that way. So that is kind of leveraging your own audiences. Now we're going to dive into the really exciting part, custom audiences. This is where you can build your own audiences that you can target with your ads. This is the secret behind the alpha AI targeting strategy. This is what it's all about. And you're probably wondering, okay, what's. What's up with the name Alpha AI targeting? Right? So there is a backstory. So it comes from the concept in the world of Wall street and stock market called seeking alpha, which is seeking returns that are better than the baseline returns. There's beta baseline results, right? It's kind of like the S&P 500, right? It's a collection of all the different, you know, companies, and it goes up over time, but it's also not going to be like the most outsized returns versus if what everybody's looking to do on, or a lot of people are looking to do in like the top hedge funds and trading companies on Wall street or people who are professional traders and not just kind of letting it ride in the background is they're looking for those alpha results to optimize results. Results better than the baseline. Right? Can you beat The S&P 500? That's what a lot of these different Wall street companies are looking to do. And so the world of Wall street in the early days, right, you just had to have kind of a better trading strategy than the person sitting next to you. And you could potentially beat the market. But soon enough, algorithms took over the stock market. And so if you had access to one of those algorithms and you were on Wall street when these started to come, come to play, then it was like playing chess with a robot. You had an unfair advantage and so you would win. But what happened? Well, soon enough, every single trading firm on Wall street had access to their own algorithms. And they weren't called AI at the time. But just think about it like that, right? Became ultimately a stalemate because it was all these algorithms trying to trade against each other. They all knew the same thing. So what came up in the world of Wall street was a new profession. One of the top, highest paid professions in Wall street is actually quants. And it's their entire job to train the algorithm using a human strategy and merging it with an algorithmic strategy. Actually, Ray Dalio talks about this as well. This is one of the keys to some of their success is kind of the human strategy with an algorithmic strategy. And so how can you train the algorithm? That's what, you know, they started doing the world of Wall street and that's how they can achieve alpha results. Well, what does this have to do with what we're talking about with YouTube? Well, everything, because the same thing is happening right now. As you can see the example, The S&P 500 is Google's pre built audiences. You can run those and you know, yes, it's going to be better than doing nothing. Of course, right? It's like buying the S&P 500. Let me just run these audiences. But here's the thing, it's the same audiences everybody else is running, right? So as a practitioner, you could be setting up an audience inside of YouTube and you can get really solid results by doing that. And if you want Outsized results. That's where you train the algorithm rhythm, and that's where you achieve alpha results by training the AI and teaching it exactly who the ideal client is that you are looking to target. That is the alpha AI strategy to train Google's AI to, to achieve alpha results. And so what you want to do is dive in and actually set things up like interest and purchase intent, so you can actually target people and type in your own keywords based on what people are interested in or looking to purchase. So weight loss, losing weight, weight loss programs, fitness coaching, nutrition coach, all of these are typed in. This is, you can do whatever you want to target here. Now we're going to talk about how to find what you should target. You know, because there is, there is nuance to that. But you can target your own keywords based on building out a profile of who your ideal client is. And so this is, we already talked about how there's more robust features than Facebook. This just blows it out of the water because you can't do anything really like this. This allows you to target based on what people are potentially interested in combining, you know, again, YouTube with that AI. But we'll take it a step further. You can target people based on Google and YouTube search intent. So exact search terms that people have searched for on YouTube or on Google. So if they search how to save for retirement or retirement planning or best way to invest money or how to invest money, you can target people who have recently searched that. And, you know, when I talk to. And you can apply the same thing to your practice, but you know, when I talk to, like, people who are, you know, helping with financial advising, things like that, you know, they're like, wow, I can target all the people that literally search for how to save for retirement. Like, yes, you can. So for you, it could be all the people that are searching for like, how do I recover from these symptoms? Or how do I do X, Y and Z? One thing worth noting is in the health space, there are certain restrictions around using specific ailments or diseases that people have. And so you want to go a little broader with that. So, you know, as an example, right? Putting in specific things, like using diabetes is different than saying things like blood sugar, right? You know, or things, things like, you know, how to, you know, lose weight or how to reduce fatigue versus talking about a specific ailment. So just giving you a little bit of that picture that there are some restrictions in the health side of things. It's, it's not targeting based on what somebody's condition is it's targeting based on what they're saying about it. So just giving you a little insight there. And so you could target people based on what they're searching for on Google or they're searching for on YouTube. You could even target people based on apps they have installed on their phone. So let's say somebody has like a Weight Watchers app or Lose Weight app. You can target them based on apps they have on their phone. And this is something that people don't know. You can target people based on them going to your competitors websites. It's pretty remarkable. So you can go in and put in what are called URL audience segments where you can target people who browse these websites or websites that are similar to these sites and then put in the URLs and actually target people that Google knows has either gone to those sites or gone to similar sites recently, which is pretty powerful. So think about that. Yeah, this is, this is a powerful one.

It's pretty cool.

Yeah. And so this just shows like the power of what you could do. Let's take a look here. You can target people who've gone to weightwatchers.com noom.com, you know, Jenny craig.com you can see like targeting people based on going to these websites. You also do complimentary sites. So one thing that we do is we work with a lot of different people. You know, a lot of people now have online businesses. So we might target people that are going to clickfunnels or Kajabi or Webinar Jam that are using these different software tools and we can target them, you know, with our ads saying, hey, you know, we can help you with YouTube ads. And so it doesn't have to just be competitors. It could also just be websites that, you know, your ideal clients are likely going to and using that as well. This is a good point. Like Sasha, if you have any questions on the custom audience side, like, you know, on this side of things.

Well, I can definitely see why it's alpha and I can see the advantage here over what Facebook has to offer us. And it almost seems like I don't think a lot of people know about this. So it seems like a very untapped opportunity.

Exactly. It's a blue ocean. It's a blue ocean.

Yeah, I love that. Yeah, there's, I mean with the geo targeting, right. With the demographic targeting, the income targeting, search targeting and I guess like people with their Android phones, like Google knows what apps they have on their phone. I mean you can, you can get it pretty dialed in. And it seems like it would be much more efficient too. Like, you're not showing ads to people that aren't interested in them.

Exactly. And that's a big difference with, between Facebook and YouTube is on Facebook, people are kind of scrolling and they might be casually interested, they might click on something, but on YouTube, they're looking to learn you can target people. Maybe they've recently made a search like we talked about on Google or on YouTube or they go onto a specific website and then now they're watching videos and you get in front of them with your ad. They have far more intent. They're far more likely to actually take action and sign up and take that next step.

Unless I missed it. Can you. Can you also target them based on other channels they're subscribed to?

So there are ways to do that. There's two ways to do that. So with the audience method, you can do it based on putting in the channel names as an interest or a search term that they've done recently on Google or YouTube or as an interest, and the interest will get it if they're subscribed to that channel. That being said, there are. In the past, there was more. And you can still technically do this. There are ways to target what are called placements, where you can place your ads only in front of specific videos. That's kind of like V1 of, you know, of YouTube ads. And with that, you know, basically it's not as targeted around the person. It's more targeted towards the video. And so you can still do it. It's just generally not the optimal strategy today because we want to base it more on, like, who is that person and do they have, like, intent? But you can. So this is an answer where it's like, it's kind of nuanced. And so, yes, you can absolutely do that. And what I would recommend is actually setting up an audience based on their interest in that person instead of just targeting their channel. That way you can get all the people that are interested in this individual or have gone to their website versus just they're watching that video right now, this second, if that makes sense.

Got it?

Yep.

Thank you. Yeah.

Awesome. And so one question that I asked myself too is I was like, well, you know, okay, how do I figure out, like, what to target all these people with? And that's something we've been doing for a long time. And we've been building out spreadsheets and spending hours, like, doing research and like, finding all the keywords, search terms, People, things we were looking for. But you know, I asked like, what if I could create my own like AI algorithm, especially AI like out these days, to identify and build the best audience segments. And that's what I did. I've got a software called keyword search, keyword search.com. and what that does is it actually allows us to find all of the different audiences and search terms that people are looking up in your market. Like just by adding in business information, just by adding in details. It actually allows us to find all of the different search terms, all the different URLs, all those different pieces, and then sync them to Google Ads. So you can see we got all the different interests but also related Google search terms. This is kind of an example for us. And this is like an earlier iteration. There's, there's newer, you know, now it kind of categorizes all the search terms together by topic and category. But you can see here it's like all these different questions around YouTube ads and I can sync those over to Google Ads and then run ads directly targeted towards them. And by the way, I'm going to be sharing my 19 page strategy PDF and this software also has a 5 day free trial. So, you know, again, like, I want to give out as much like, value as possible. There's, you know, there's ways to test it out and do things like that. But you can see it's like, what if you had a way to go and target all these different search terms or all these different URLs or audiences and you know, YouTube channels that people are going to and all of that. And that's the type of thing that, you know, I spend time thinking about is like how to make it easier and that process as well. And so really it's all about making your ads like, stand out from the crowd and reaching your ideal client. So we talked about this a little second ago, but people always ask me, okay, YouTube versus Facebook, you know, what is that? You know, why is YouTube so powerful? Well, you know, on Facebook, again, it's mindlessly scrolling. We've all done it versus on YouTube. People are looking to learn, they're watching videos, looking to learn, and they have intent. And so you can reach them when they're watching those videos, when they're looking to learn, and then actually get in front of them with your YouTube ad to designed to showcase how you can support them. That hook we talked about before, like, what's the thing you would say in an elevator, your elevator, pitch your, you know, additional one to Two minutes of value. And that allows you to target those ideal clients. And again, remember who we're dealing with here. We're dealing with Google. They have all, they have Google Chrome. So they see everything that people do on Google Chrome. You got Google search. They know what you're searching for, what you're clicking on YouTube, what you're searching for, the videos that you're watching. Gmail, there's a reason it's free. They spend billions of dollars on Gmail. There's a lot of data they're collecting. And Google Analytics, which is installed on 52.6% of all websites online, have Google Analytics. And so you can see here, this is Google Analytics. And I bet you can guess what is down here at about 11% is Facebook. Is that scientific proof? YouTube ads are five times better than Facebook? I'll let you be the judge of that. But jokes aside again, and in reality, like running a diversified strategy is really what I recommend at scale. I just, you know, like to take a little, a couple little pokes there because so many people are using Facebook, but they're not looking at the blue Ocean opportunity on YouTube. And so that's what I'm excited about, really encouraging all of you to do, especially leveraging the AI component, leveraging YouTube, the alpha AI targeting strategy. That is the key. And I'll answer some questions. But I also promised a gift. You can scan this QR code or go to adoutreach.com gift that's a dash dash o dash u dash t dash r dash e dash a c dash h dot com g I f t ad outreach dot com gift, scan that QR code and you can get my 19 page YouTube ad strategy PDF. And then keywordsearch.com has a 5 day free trial of the software. And so that's enough to get your process started.

Brilliant. This is awesome, man. I, and I know we're just like scratching the surface of the surface of your brilliance today. I'm curious because this can be a lot to take in for anyone, right? Especially if it's a new platform for them. And my question to you is, on a scale of 1 to 10, if somebody wanted to do this on their own or just kind of poke around in there, how difficult is it for them using YouTube ads versus, let's say, Facebook ads?

Great question. So, and the honest answer is YouTube ads has more of a learning curve than Facebook ads, right? Facebook ads are pretty simple and easy and that's why a lot of people go and set them up. That being said, What I'm going to tell you is YouTube ads are more powerful, so it's worth spending that a little extra time. And that's also why we're here, you know, know, to support and you know, through this, this training. And this is kind of a masterclass, diving in the, the PDF, step by step checklist, you know, keyword search. The, the software makes it like even more simple because sometimes it's like the writer's block. It's like, okay, I could target anything, but wait a second, I could target anything, you know, so it's like, well, what do I target? Right? And so like kind of coming up with, okay, what are the different keywords that you could target? What are the URLs that you could target? Things like that, you know, writing YouTube ad scripts. So there's a lot of opportunity to be able to do that. And I think that it's a nuanced kind of question. So I really encourage, you know, people to really dive in and utilize some of the strategies, everything that we're talking about. Of course, one of the things that we do is support hands on, you know, with YouTube and you know, after people download the PDF, there's an option if people want to schedule a call with our team, we can dive into, you know, what our strategy looks like, how we can support or at least point in the right direction, you know, on that side. So, you know, ultimately it just depends on what people are looking for. If you're looking to like test it out, there's a lot of great materials to go and test it out. That especially I'm sharing here. I also have, you know, some tutorials on my YouTube channel as well that are up there for free. That kind of show, like, here's some buttons to push, you know, don't do this, make sure you click this and, and all of that. But then, you know, people are like, hey, I want to go all in. I want to really, you know, work with the best and ramp this up. Then of course, you know, there's opportunities to work with us as well. But I really encourage everybody to dive into YouTube ads. It's a big blue ocean right now, but it's not necessarily going to be that way forever, right? As more people go in. And so it's a good opportunity for anybody who's watching.

That's awesome. You know, one thing I find with marketing just in general, regardless of the platform, is most people don't have patience and they try something, maybe they give it a week or two, maybe a month, and they're like, oh, this doesn't work and they might throw in the towel. What's like an appropriate timeline for people to expect so they can kind of manage their expectations, so to speak.

Great question. So in terms of timelines, usually what. So to get like ads set up and remember writing scripts and filming ads and doing all of that, typically what I tell clients is it's usually like going to be like a two to two to six week process. You know, the goal is usually to launch those ads in two to four weeks. And sometimes people take a little bit more time filming or, you know, business gets in the way. We all, we all know how that works. But in general, you know, you know, when you start diving into this, give yourself a little bit of time to launch those ads and make sure that you've got the right funnel, you've got the right, you know, script and the video and all that stuff. And then once you launch the ads, I usually say it's also another two to six week optimization window. Right? So if you're looking at everything, it could be, if you add it all up, like a month to three months. But you want to say, hey, I want to dive into this. And I know it might take a little bit of time. That being said, the reward is going to be really valuable. And a misconception people have is when you launch ads and it's like, okay, it could take two to six weeks potentially to optimize it. It doesn't mean that you're not getting any results. Then in two to six weeks you're starting to get like, results. It's like, it's more like, okay, the results might not be exactly where you want yet because you're testing, you're testing different campaigns inside the campaigns, different hooks with your ads, different audiences. And the PDF also breaks down some of that to you, like what to do. And you're testing these different things. You're seeing what works and then you're scaling up the winners. You're cutting the things that aren't working as well. You're optimizing the ones in the middle and as you do that, as you trim the fat, the ones that aren't working the best scale up the winners, optimize the others. Typically it's a two to six week process and then the campaign results get better and better over time. So it's more like that, you know, growth curve as opposed to what people kind of think where it's just like, okay, well it's going to two to six week of, of nothing. And then it's all sudden something. No, it's like it's just getting better and better over time until it's like fully optimized and then, then that's where you scale.

Awesome. Can you think of anyone who this isn't for like who, what business or what person would not benefit from using YouTube ads?

Great question. So the biggest thing that I, I, that it's not really for is going to be you know, really kind of commodity based E commerce products or non differentiated like the types of things that you would buy on Amazon, right? So like you know, so there are some products that do well on, on YouTube when they're demonstrateable, right? But if you kind of look at like examples of products of like you know, the, the toothpaste or you know, the even kind of like the really like, you know, kind of cheap like you know like, like mugs or, or things like that, like products like that. YouTube's overkill, right? You know, things that don't really, that aren't, don't have a unique kind of like problem that they solve or solution. Because YouTube essentially you're going and having that higher quality viewer. Your cost per, you know, thousand impressions can be a little bit higher, but the quality is going to be higher. And then also if you have like a business like this, right, where you're providing education and information, you'll have far more people opting in from that. And so it all kind of like evens out. It actually creates better results. But if your product is just like, all right, it's very simple. It's a T shirt, it's a mug. How many people can we get to go to this page? Then you might be better off going and driving traffic on like an Amazon or Google shopping carousel or a simple Facebook ad on that side versus on YouTube. So that's where YouTube is not going to be for. It's like the very low priced E commerce products that aren't a demonstrateable like unique product that solves a problem.

Another thing that comes up for people, not, not so much myself, but a lot of people watching this and the practitioners that I coach, they have a hard time kind of putting themselves on camera. So what tips can you offer somebody? Because on Facebook obviously we can run stills, we can have images, right? Image ads. So for somebody to get on camera, do you guys what, what suggestions or tips can you offer to help them get a little bit more comfortable? And I know it doesn't always have to be their face, right? It doesn't have to be a Talking head. There could be other ways to. To create their ads, but I'm curious as to what your thoughts are on that.

Yeah, so there's a couple different answers to that. One is if you're going to be filming yourself, then there's ways to be confident on camera, you know, because you're actually confident on video more than you think. If you hop on zoom calls or if you do a FaceTime call, right, and you're talking to a friend or somebody on your team, you're doing these types of video calls. And so sometimes you have to be reminded to get out of your own head. Like, just be like, hey, I'm recording a video for my friend. Your friend asked again. Or that person in the elevator, you know, as an example. But let's say it's their friend in the elevator, right? And they're asking like, you know, well, how do you describe what you do? And you're near now saying that hook. You're now educating it. Don't pretend it's not even going out as an ad, because if you don't want it to, it doesn't need to.

Right.

And so speaking as if you're speaking to a friend or a colleague is a great opportunity for you to film yourself. And then if you're not filming yourself, one thing I'd avoid is explainer videos. People like, like on YouTube, the things that work best is seeing a person. Even if you have stuff pop up on the screen. In addition to that, you don't want to have a video that's just a whiteboard. You could have that be a piece of it, but you want to have somebody like, feature. Now, one thing that some of our clients have done is they've hired spokespeople. And so there's opportunities to find spokespeople platforms like Upwork. There's preferred gigs on Fiverr. Don't do this to anyone. But you know, the ones that basically are like upwork. So like upwork and then that. And then there's also a casting company that is like specifically for spokespeople. I forget the name off the top of my head, but our team, like, recommends it to some of our clients. And so some of them have actually done like, virtual casting calls, which is kind of funny. So obviously different degrees of expenses, right? You go from Fiverr to Upwork. That's probably where I'd recommend to a, you know, an actual, like, you know, casting. Casting call for a spokesperson. But again, like, you know, you can create really good videos with that. And in fact, One of our clients that is like an injury kind of like, you know, law kind of office type thing. And they were running the ads for them and they basically hired a bunch of these spokespeople, like five, six, seven of these spokespeople, and they just split test the ads. They give them all the same script and it's just like, all right, does this person work better than this person? Oh, this person works better to this demographic. This person works better than this demographic. Things like that. I love this man.

I'm sure there's questions I haven't asked. Is there anything that comes to mind that I should have asked that I didn't, that people need to know?

Well, I mean, I think only two things I'll touch on briefly is like, there's a big opportunity with retargeting on YouTube so you can retarget anybody who goes to your website. We touched on a little bit. But you know, think about this, right? Wherever your traffic's coming from, whether it's these YouTube ads on the front or wherever a great piece of low hanging fruit is, just retarget all the people that go to your website with a YouTube ad. Because really like how many other practices are doing that, right? And so even if you start there with retargeting, that's also a great place to start, is just adding the, the, the Google tag to your website and retargeting all the people that go to your website with a YouTube ad, driving them to that, you know, to book an appointment or whatever that next step is. And then the other piece is infeed ads. We didn't talk as much about that. I also have training videos on YouTube that go a little bit more in depth and you know, but basically in feed ads allow you to create ads that show up in search results or suggested videos to actually grow a YouTube channel presence with ads. And so that's also an opportunity to actually get like a little bit of a fast start and kickstart that growth and see a little extra, you know, extra gasoline, you know, on the fire, basically. So that allows you to scale up like a channel as well. Those aren't as much to drive direct appointments. That's more playing the long game and getting people to start watching and consuming your content to then take action on the future.

Future. Amazing. I really enjoyed this, Alaric.

Thank you.

This has been so great and so much. I can tell there's like so much that we still need to talk about and share with people. And I know you've provided some valuable resources for all of us, I wanted to ask something that might be off topic but relevant to your presentation, and that is who does your presentations for you? Because they're so well put together and interactive and engaging. Do you do these yourself or do you have like somebody on your team that does it or a professional team that does it?

I did this all myself. It took me a long time, like, you know, dozens and dozens and dozens of hours. And it's something where I have the base and I iterate on it. I will say, though, like, two years ago, YouTube changed a lot of their algorithms and we were on top of it. So, like, we had checklists out for all of our clients. Like, we had people switched over all that stuff. But I was like, oh, I'm going to need to like, change a lot of these slides. So the last time I did like a huge overhaul was about two years ago, but then I'm constantly updating it. So the most recent version of this is like a month and a half ago. So like, I updated this like a month and a half ago. So basically, like, I've done probably, like I've done three, four or five, like major overhauls and then I'm just constantly iterating and adding new things in and, you know, making, making little tweaks and stuff and. Yeah, yeah. So I actually noticed a couple of things I want to change. You know, I'm just always, always looking at that. So yes, I did, did these myself and took. It took a bunch of time and. But I also kind of find it fun. I go set myself up in like a coffee shop. I call my, like, creative coffee shop work. Even though I've got my office here, it's like my laptop and just, you know, work on refining the presentation.

Oh, kudos, brother. It shows, it shows the effort you put into it and I want to acknowledge you for that and thank you again for the value you've provided us, the. The blue ocean opportunity you've provided to us. And, you know, I think I was sharing this to you before we even started. The recording is just how much value you deliver. So your name pops up in my inbox every few days. You're always sharing value on, on social media, on Facebook, so I encourage people to definitely become your. Or follow you rather, and. Or become your friend, whatever you prefer. But, you know, just get in, get, get in Alaric's ecosystem. You know, his, his enthusiasm is contagious, so if nothing else, you'll be a happier person. But if you, you know, dive a little bit deeper into his work, you'll be even more well known and better recognized and make a bigger impact with YouTube ads. So thank you, my friend. Looking forward to seeing you again soon.

Thank you so much, Sachin. Appreciate that.