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If you’ve ever try and run YouTube Ads, you know you can’t use the same strategies you use on other networks. YouTube requires a unique approach, from targeting to the video ads.
I invited Aleric Heck to stop by and talk about the YouTube Ads framework he uses to generate over $1,000,000 in monthly revenue.
He dropped a ton of nuggets that will help you get this valuable traffic source dialed in.
Timestamps
- 0:50 – Give us some quick background on yourself…
- 2:02 – What’s your core offer?
- 3:36 – How did you arrive at your current business model?
- 8:54 – What’s the role of ethics in YouTube Ads?
- 15:14 – How do you come up with video ideas for ads?
- 20:23 – Walk us through your formula: hook, educate, call to action?
- 22:18 – Where do you see YouTube Ads in a cross channel funnel?
- 26:54 – What’s the optimal landing page for YouTube Ads?
- 35:00 – How are you managing the pressure of rapid growth?
0:50 – Give us some quick background on yourself…
My name is Aleric Heck and I help businesses use YouTube Ads to get consistent leads, sales, and people coming through their funnel. I have been on YouTube for over a decade. I started by creating a YouTube channel and then later moved over to the Ads side of things, where I’ve been for the last 5 or 6 years. We have been scaling up and we are on track to have our first million-dollar month.
2:02 – What’s your core offer?
Generally, in the market, there are two options. Most people offer a course that is one size fits all. And there is a place for that, but the problem is that it’s not hands-on. There’s not really any help individually.
Then you have agencies, where you are just renting the knowledge. You’re paying for the fish instead of learning to fish for yourself.
So, we’re right in the middle of a done-with-you training program. It’s a hybrid hands-on process, holding our client’s hand all throughout the process and then at the end, they have all the tools to be able to continue scaling and running their ads themselves.
11:20 How did you arrive at the done-with-you model?
I wanted to find something that was going to be a win-win for the clients and for us. What I saw was clients coming in and we would get them amazing results, but they did not want to keep paying these premium agency rates forever. Some clients went off and tried to do it themselves, but they would run their campaigns into the ground.
So I found there is a middle ground where if we actually work hands-on with our clients and have it be a one-time investment to have them set it up, walk them through it, and also simultaneously training them, then they get a runway so they can keep scaling and growing.
3:36 – How did you arrive at your current business model?
I wanted to find something that was going to be a win-win for the clients and for us. What I saw was clients coming in and we would get them amazing results, but they did not want to keep paying these premium agency rates forever. Some clients went off and tried to do it themselves, but they would run their campaigns into the ground.
So I found there is a middle ground where if we actually work hands-on with our clients and have it be a one-time investment to have them set it up, walk them through it, and also simultaneously training them, then they get a runway so they can keep scaling and growing.
8:54 – What’s the role of ethics in YouTube Ads?
Instead of showing fancy cars and all that, lead with the value you are providing. Have a hook that pulls people in and gets them interested.
Almost every time, leading with education, providing value, and actually teaching someone on the ad works better than the flashy approach.
15:14 – How do you come up with video ideas for ads?
There are three main categories of hooks that I recommend.
- The first one, the curiosity hook, is something like: “What if you could ethically hijack your competitors’ traffic and send them directly into your own funnel?”
- The second one is the us-vs-them hook. E.g., “YouTube ads beat Facebook ads every time.” You’ve captured attention with a bold, shocking statement at the beginning.
- The third one is a problem-based hook. E.g., “Facebook ads are killing your business.” Focus on a problem they are having to interest them in watching the video to learn about your solution.
We recommend you do two variations of each style, producing six hooks total. Film them all at once and then slot in an educated portion and a call to action.
20:23 – Walk us through your formula: hook, educate, call to action?
Yes. So that’s the hook section, and then the educate section is where you’re providing the value.
Sometimes people worry that if they provide too much value, the clients will not need to come to them. But if you have so little value that you can provide all you have to offer in two or three minutes, then you don’t have all that much to offer. And if you’re providing some of those big aha moments in those two or three minutes, that builds trust with people.
Then the call to action: ask people to click the link to sign up for the webinar or buy training or a product.
22:18 – Where do you see YouTube Ads in a cross channel funnel?
YouTube is best for the top of the funnel because that’s all about intent. On Facebook, people are just scrolling, so you may or may not catch them at the right time.
On YouTube, when your ad shows up, it’s because they are already looking up the specific topic of your ad. When you put your ad in front of that video, you reach them at the perfect time.
Bottom of funnel, what makes YouTube great is that you’re running video ads with audio on consistently to people. Every time they go on YouTube you pop up with different types of ads with different calls to action.
26:54 – What’s the optimal landing page for YouTube Ads?
I really recommend capturing the lead data. That may be more expensive per lead or per call booked, but you will see the quality go up dramatically and you have a healthier funnel. If all you do is send them to a page where they can view video and book a call, then if they bounce, you don’t have any of their contact info so that you can follow up later.
This format ensures that you are doing what a funnel does – narrowing down to the best people. Especially if you offer a high-ticket service, you don’t want people who aren’t really interested, who haven’t consumed your content and don’t know what they are on the call for, taking up your time.
35:00 – How are you managing the pressure of rapid growth?
Taking the time to reflect and have higher-level thinking. What am I doing this for? What motivates me?
I am always looking at where I am going, what’s the next thing? Many people will focus on where they are and go celebrate, but I see the journey as the reward. Although that is easy to say, and I have to remind myself of that too.
Also remember to keep up-leveling the people you are around, the things you journal about every day, the things you are reading.
