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How to Transition
your Facebook funnel to
YouTube ads to Double your
Sales (or more)

6 Steps to Setup, Launch,

Optimize & Scale Using this
Surprisingly “Untapped”
Traffic Source

Do you have a funnel that

converts well (or used to
convert well) on Facebook
ads?

If so, did you know you're

just a few simple steps from
doubling (or more) your
sales with YouTube ads?

YouTube ads are powerful

for a number of reasons,
including…
 None of the ad
inventory issues plaguing
the Facebook newsfeed.
(300+ hours of video are
uploaded to YouTube every
minute!)

Highly effective
audience targeting. (Since
YouTube is part of the
Google ecosystem, you can
leverage Big Gʼs thousands
of data points from
demographics, advanced
geo-targeting, browser &
search behavior, etc.)

Massive scale.
(YouTube is the 2nd most
visited website on the
internet, with 1.3 billion
people on the platform.)

Most of all, right now

YouTube ads are still vastly
under-leveraged and
basically “untapped” for
most business verticals.
Just ask yourself:

How many of your

competitors are using
Facebook advertising vs.
how many are effectively
using YouTube ads?

In the past 12 months,

YouTube has made a big
push to make the platform
as high-performing for
direct response marketing
as possible.

Which means itʼs never been

easier to have success with
YouTube ads.

And with more and more

businesses every day
shifting adspend to YouTube
to avoid being dependent on
Facebook...

...itʼs probably NOT going

to get any cheaper.

Right now could be your

opportunity to cash in on
this traffic source, before
your competitors even know
what hit them.

Ready to get started?

My team has managed over

$4 million dollars in
profitable YouTube adspend.

Let's walk through our

simple 6 step approach to
transition your offer to
YouTube traffic, so you can
start testing & scaling, asap.

TRACKING
For this step, confirm that
your Google Ads tracking is
set up correctly, and confirm
that your ads will be
optimizing around the
correct step in your funnel.

Set up Google Ads

tracking events parallel to
the events you're tracking
on FB.

Next, we need to tell

Google what conversion to
optimize around. Set up your
Google Ads column view to
show the one conversion
that you will be primarily
orienting around (choose
whichever conversion event
you've been optimizing for
on FB for this funnel)

Make sure you have the

“Global Site Tag” installed to
fire on all pages via Google
Tag Manager (this will allow
you to create website
remarketing audiences from
within the Google Ads
platform. Google Analytics
remarketing audiences do
not populate for YouTube
ads)

AUDIENCES

Did you know you already

have access to list of
MASSIVE Google Ad
audiences PROVEN to
convert on your offer?

(Including conversion rates,

etc.)
...Even if youʼve never spent
a cent on Google traffic?

In this step, youʼll identify

3-5 of these audiences for
your initial tests.

But first a word on YouTube

targeting: There are a variety
of great ways to target
people with YouTube ads,
including...

• Keywords (based on
user search behavior on
Google & Youtube)

• In Market audiences
(users who are in the
research phase of the
buying cycle for a particular
type of product)

• Affinity & Custom Affinity

Audiences (users who have
shown interest to similar
products and services that
you sell)
• Placements (relevant
channels & videos)

All are worth testing, if you

have the bandwidth + initial
testing budget. (And we
usually build out campaigns
to test as many audiences
as our test budget will
allow.)

But to keep things simple -

and since youʼre primarily
interested in scaling your
already high-performing
campaign...

Weʼve often found the best

scaling potential using In-
Market & Affinity audiences.
So weʼll focus on that for
this article.

Here's how to see which of

these audiences have
worked best for you, so you
can simply copy+paste them
into your campaigns:

Log into Google

Analytics

Click on "Audience"

Click on "Interests"

Click on "Affinity
Categories", sort by revenue
(or whichever metric you
prefer), and grab the top
performing Affinity
Categories.

Click on "In-Market
Segments" and repeat Step
4

Click on "Other
Categories" and repeat Step
4

Note the 3-5 top-performing

audiences, which youʼll use
for your initial tests.

(Also note any major

demographic patterns (age
+ gender) youʼre seeing for
the offer generally.)
These audience categories
leverage Googleʼs
thousands of data points on
each user, and as a result
have MASSIVE scaling
potential.

Find one or two that

convert at or below your
target CPA and youʼll be able
to easily scale to profitably
spend thousands per day on
YouTube.

CREATIVE

Now letʼs talk about one of

the most crucial elements in
your YouTube ad campaign:

Your CREATIVE.
The good news is, you DO
NOT need "Pro Quality"
ultra-produced videos to
scale to thousands per day
on YouTube.

(An iphone / gopro / webcam

is enough to get started)

But you DO need to have a

killer video creative.

And here is one easy-to-

follow formula that works
much of the time.

(You'll want to spin up at

least 3 different 3-5 min
videos following this
framework - the more you
test the better odds you
have of finding a winner you
can scale to the moon with.)

GENERAL TOP OF
FUNNEL VIDEO FORMULA
 PART 1: PATTERN
INTERRUPT (1st 5
Seconds)

The first 5 seconds of your

ad are CRUCIAL to getting
your viewer to stop what
they're doing and not click
the "Skip Ad" button.

Using odd "props" in the

video to catch attention
visually usually works well.

"What does [holds up weird

thing] have to do with
[getting X result your
audience wants]? I'll get to
that in a moment..."

PART 2: DISQUALIFY
(5-30 Seconds)

Because we pay for an ad

when someone clicks or
watches >30 sec of the
video, we want to drive
down our eventual CPC &
CPA by eliminating as many
viewers as possible who are
not a good fit for the
product.

Think about your audience.

Who are people who keep
signing up for your offer but
are actually a poor fit?

For instance, maybe you

have a high ticket coaching
program but you're getting a
bunch of MLM and drop
shipping people signing up.

Disqualify them here:

"And if you're doing MLM or

an amazon drop shipping
business? This is NOT for
you..."

PART 3: HERO'S
JOURNEY

This is where you build

rapport & authority by
sharing your story to show
how you understand where
the prospect is at, & how
you have achieved what they
want to achieve, via your
product/process/etc.

PART 4: SOCIAL
PROOF

Display credibility + social

proof by doing the following:

* Show other customers who

have also achieved success

* Show where you/your

product have been featured
in media etc.

PART 5: LONG CTA

We don't want the video to

end too quickly, before the
viewer has had a chance to
click through to your offer
page, so in this phase you'll
want to elaborate on the
features + benefits of what
they're going to get.
(You can simply modify the
bullet points you probably
already have at the
appropriate stage of your
funnel)

Note on Nurture + Sales

Ads

You'll of course also want

Middle of Funnel and Bottom
of Funnel ads which convey:

* Social Proof (Showing

existing customer success
w/ your product)

* Urgency (Ends soon, etc.)

(These are pretty

straightforward so I won't
elaborate here)

CAMPAIGN SETUP
Ok so you have your
audiences identified, your
conversion tracking is in
place, and your video ads
are created.

It's time to launch your ads!

Here are the key points to

remember with your setup:

Use 1 Audience per

campaign

Adgroups should be
segmented by device + Age/
Gender (i.e. Mobile M
25-35)

Include multiple
creatives in adgroup

Start with Cost-Per-View

(CPV) bidding on your
campaigns as follows:
 Lower CPV bids ($0.03
to $0.04) for broader
targeting like In-Market &
Affinity audiences

Higher CPV bids ($0.07

to $0.08) for tighter
targeting like Topics &
Keywords

OPTIMIZATION

In addition to trying to match

whatever target KPI you
have, you'll want to your
videos to have a roughly 1%
or greater CTR.

We'll start optimizing by

cutting the device/demo
segmented adgroups that
are not performing.
Here's how to make that call:

Cut adgroup device/

demographic adgroup
segments which did not
produce target CPA after
spending 2-3x of your target
CPA.

SCALING

So how do you scale?

Scale 10-20% per

day on campaigns
performing at or below your
target CPA

Once you have

enough conversions
(roughly 200-300), launch
CPA bid campaigns to drive
down acquisition costs while
scaling.
◦ (Note: Feel free to test a
couple CPA bid campaigns
from day 1, since sometimes
you will see early traction
with these campaigns. But
most of the time they wonʼt
spend until you get a few
hundred conversions.)

Use the
optimization guidelines
above to cut the
underperforming audiences/
segments.

In addition to these rules…

Keep adding
new audiences + new
creatives to the mix using
the basic framework above,
while scaling the audiences/
creatives/bidding methods
that do perform.

It's that simple :)

 Now go out there and
launch your YouTube ads to
start generating more sales
& more profit with your
existing funnel!

It's that simple :)

Now go out there and

launch your YouTube ads to
start generating more sales
& more profit with your
existing funnel!