TRANSCRIPT

Social Media
Marketing Society

How to Create
YouTube Ads That
Sell and Target The
People Who Will Buy

INSTRUCTOR:

BILLY GENE SHAW

Sponsored by

Copyright 2018, Social Media Examiner

Transcript

Introduction

Hello, Social Media Marketing Society. Leslie Samuel here. I want to welcome you to
this special training on How to Create YouTube Ads That Sell and Target The People
Who Will Buy. Our instructor is none other than Billy Gene Shaw. I'll tell you more
about him in a minute.

During today's training, Billy Gene will guide you through what to do and what to say in
your YouTube ads. Telling it like it is, Billy Gene will give you the honest truth about
what works on YouTube. With the right ad, you will also learn how to get in front of the
people that are most likely to hire you or buy from you. At the end of this session, you'll
be able to reinvent your YouTube ad strategy into something that works. As usual, you're
going to have the opportunity to ask questions near the end of this training session.

Now let me introduce your instructor. Billy Gene is one of the top online marketing
influencers, educators, and practitioners in the world. Through his one-of-a-kind online
courses and Facebook Live streams, he is revolutionizing the education system by
teaching important and necessary entrepreneurial skills that schools aren't teaching.

He spends up to $200,000 per month on his personal brand, leveraging unique video
content and ads on billboards, podcasts, Facebook, YouTube, and Instagram. With 22
world-class employees, his ad agency has worked with some of the world's largest
franchises and is sought after for their repeated, proven success in turning clicks into
customers, the most lucrative skill set in the world.

You can find Billy Gene on Facebook, YouTube, and Instagram as

@BillyGeneIsMarketing.
Billy Gene, thanks so much for joining us today. The floor is now yours.

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Presentation

Billy Gene: Man, I like that introduction. Thank you very much, and thank you all for
having me. So I understand this is not an ordinary group. I'm lucky to be here. What we
decided to do is we went all out with our presentation. We're here in my studio in
downtown San Diego, and this is it.

This is camera 1. I'll use a lot of different cameras today. Camera 2 is up here up top. It's
the GoPro. This is Reena, our CMO. This is Ryan, who's helping us coordinate all the
cameras and manage it. Then we've got camera 3 here. If we do any Q&A, you may see
me take a seat down there. Then we have camera 4 downstairs, which has our office. This
is actually what we're doing. We have an agency. We actually help businesses.

Most importantly, the reason why we use this setup, if I go to the drawing board really
quick, is to show you guys real-time examples. I like to write a lot. I like to scribble a lot.
So if you guys have got questions while we're going on, I will probably draw the answer.

If you guys can hear me and you can see me okay, can you just put it in the chat? I know
some of you are on Facebook Live. I can't see those, but if you're here. Cool. That's
perfect, Brian. Thank you, guys, for being here. Let's rock it. Let's do it. Let's get into it.

Leslie, are we ready? Are we good? Is there anything else? Are you guys ready to rock?

Leslie: Yeah, let's do it, man.

Billy Gene: Cool, dude. Let me grab my nifty presentation clicker here, and let's dive
into it. YouTube. Question for you guys. If you were searching for where to eat and you
saw these two ads, which restaurant would you eat at? Number one, which is just a basic
picture of a McDonald's cheeseburger, which does look good, or number two?

Video: Delicious. That's the call of Carl's.

Billy Gene: Carl's Jr. commercial. It's a video. The difference is, with image, you're
limited to just a picture, and a picture says a thousand words, but a video says a million.

Let me ask you guys another question. Which dentist would you choose, the one that uses
a stock image from Google Images or, brace yourselves for this one, this gentleman and
his team here?
Session Transcript SocialMediaExaminer.com Page 3 of 35
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Video: Welcome to Whitinsville Family Dentistry. You must be here for the
office tour. Great. I think we're ready for you.

Billy Gene: Here's the thing. Some of you actually saw the video, and you're like, "Oh
my gosh, I would never go to this dentist. They're playing around. They're joking. How
dare they have a personality? I would never want them operating on my teeth."
Nonetheless, you have an opinion on the person.

Here's what's happening right now with the marketplace and the reason why I'm excited
to talk about video today and YouTube advertising. An image is so impersonal, and
nobody can learn about you.

Let's go to Sales 101. When someone buys from you, it's because they blank, blank, and
blank. Anybody know that? It's blank, blank, and blank. What is it? When they buy from
you, it's because they know you, because they like you, and because they trust you.

There's only so much trust that can be created when you're not using video. Here's what
you guys have got to remember. Unfortunately, people are making their decisions about
working with you within the first 5 to 10 seconds of being introduced to you.

So an image, I hate to tell you, just doesn't cut it anymore. You will not survive in today's
climate if you don't get obsessed with video. Every time we're going to do this exercise
and take any industry, the video is going to win every single time even if it's a bad video,
because people want to know not just about the product or service, but they want to
understand who they're buying from.

Is that clear? Does that make sense to everybody here? Cool? We all good? Continuing
on. By the way, I could watch that video all day. I think they did a great job.

Let's talk about this. For those who don't take action today, I'm going to make a big, bold
claim, and it's this. You will be out of business in three years, and I don't say that to be
harsh. I don't say that to scare you. I have no incentive to scare you. I say it to wake you
up. Unfortunately, we're at a time that this matters.

Here's what we're going to do. Number one rule of video ads — Music creates emotion,
and emotion creates action. Action in this particular case means buying your stuff.
Relationships are cool. Having people like your stuff is cool. But you know what's
Session Transcript SocialMediaExaminer.com Page 4 of 35
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cooler? Taking a check to the bank and having a deposit so you can pay your freaking
bills. What you say doesn't matter as much as how your videos make your customers feel.

Here are two of my favorite resources for leveraging music with videos. Number one is
www.AudioJungle.net. Write it down. Type it out. The second is called www.Artlist.io.
Both of those services, I love them because they allow you to search for music by
emotion.

If you can come to the camera here for a second, and Reena, can you actually pull up
www.AudioJungle.net? Then if you guys can give me an idea of who you guys are
servicing, what industries you're with, what companies are you with? My favorite part
about these services is searching for music by emotion will also help you write it. I've got
"Freedom Harley-Davidson," "financial planning," "health and wellness," "overhead door
residential," "radio station," "here to encourage people."

Watch this. Let's use that. Let's use Brian's example. He said a radio station and he's here
to encourage people. If we want to go with encouraging music, we can go to
www.AudioJungle.net. Let's go ahead and bring the screen over here, and let's actually
type in the word "encouraging" and see what pops up. I've actually never searched for
that, so this will be fun. Wow, there is a song that's 2 minutes and 20 seconds that is
called "Encouragement." Let's go ahead and listen to it.

"How does your life feel? Are you happy? Would you like to go out and feed the
homeless today? Are you inspired? Do you hear this corporate, cheesy music behind me?
By default, you are now encouraged. You are now inspired." Go ahead and hit Pause. Just
like that, it changes the whole tone, changes the whole feel. All these emotions you will
use in your videos, when you're writing stuff, and it's important.

So let's go back to the examples. I just wanted to show you. Actually, go back to that for
a second one more time. Sorry.

Here's the coolest part about this. If you look at the right side, you will see that there's a
price tag of $19 on the song, and that means once you actually buy it, you can use that in
your Facebook, Instagram, and YouTube ads legally. If you were to try and use some
popular song on the radio, it would immediately stop it, pause it, and then possibly even
open yourself up into a lawsuit.

Session Transcript SocialMediaExaminer.com Page 5 of 35

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So, for $19, do you guys think that's worth it? For $19, do you think it's worth it to just
buy a song on here? Some of them are $7. The cool thing about www.Artlist.io, don't
quote me on this, but I think their membership is $100 a month or something like that,
and you get to download as many songs as you want. Is that right, Paul downstairs? So
one flat fee and download as many as you want. You should probably invest into both
because they both have different types of songs.

Let's continue on with this exercise here. Let me just hit the little [inaudible 00:11:21].
There it is. Bam. The biggest emotions that you guys will use in your video, number one
is sad. That's what you hear in the background right now.

Can you guys think of a commercial that leverages sad music in the best way ever? It's
the ones that want you to adopt a puppy, the one that has the Sarah McLachlan song
there, "In the Arms of An Angel," that just really guilts the heck out of you until you have
no choice but to give money.

Sad is a real thing, but let me ask you some questions. When you're running or playing a
sad song on your videos, how does that typically make people feel? When people hear
sad music, how does that make them feel? Well, one, the answer is it makes them feel
sad. Two, depressed. Three, hopeless. Four, lonely. I'll explain why this is significant in
just a minute, but first let me show you another example.

This song, does this make you pissed off a little bit? Does this get you fired up? Does this
make you want to put on a football helmet and bang your head into a wall? Well, if it
doesn't, it should. Just like that, we're able to change the mood. When we hear that song,
what are the types of emotions that pop up? We get mad, tense, vengeful, hateful. I
promise you I have a point of this exercise.

The last one is more along the lines of what Brian was talking about with the
encouragement, that inspirational video, the one where you're lying in bed and you're
wondering if you should even get out for the day or just give up on this whole
entrepreneurship dream. But then you hear this song come on, and you're like, "I have a
shot. I have an opportunity. I can do this."

These are all the different words that are happening. This is the conversation, the self-
conversation that everybody hears when they hear any song. It's happening
unconsciously. When you hear this, the feelings that come with it, inspired, motivated,
hopeful, excited.
Session Transcript SocialMediaExaminer.com Page 6 of 35
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Here's the question. When you ask your customers for their credit card via video, what
feeling do you think will increase your chances of closing that sale? Do you want them to
feel depressed, lonely, hopeless, tense, vengeful, and hateful, or do you want them to feel
motivated, hopeful, and excited?

The reason why I'm showing you this is because I want to give you a little formula, and it
looks like this. This right here, this line represents the timeline of a video. Here you have
the opening, here you have the middle, and there you have the end.

At the very end, we want inspirational music playing. You want to have an inspirational
vibe. Just think about it. If you're on the phone and you're asking someone to buy
something, you don't want them to be in tears. You don't want them to be angry with you.
You want them to be excited about making the next steps. That's why you need to
leverage music at the end and specifically inspirational music.

But that doesn't mean that anger and sadness don't serve a purpose. Polarizing, ladies and
gentlemen, getting someone mad, getting someone sad, unfortunately is what makes them
take action. No good ad makes somebody feel neutral. No good ad makes somebody feel
in between. A good ad forces someone to take a stand for what they believe in or what
they don't believe in.

Right now in the chat, which one do you guys use? Are you more iPhone people, or are
you more Droid? Which one? Are you an iPhone type of person, or are you an Android?
Well, I'll tell you this. If you are an iPhone person, I cannot stand you. I hate everything
about you. I hope your credit score decreases by 300 points because that's how I feel
about Android. That's how loyal I am.

If you saw the advertising campaign . . . anybody remember this one? "I'm a PC," and it
was the little cartoons that were by Apple, and it was kind of like, "I'm a PC, and I'm a
Mac," and they did all the battles and all that stuff? Make people choose a side.

Maybe you'll even dare go political in your ads. On both Facebook and YouTube, you
can advertise to people who are most likely Republican or most likely a Democrat. It's
probably pretty easy to get them angry or make them sad or make them feel some type of
way, but you have to get their attention.

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I want to dive deeper into this for a second. Can you give me the drawing board for a sec,
Reena? Let me ask you guys a question. How many of you play it typically safe in your
advertisements? You don't really want to ruffle any feathers. You don't want to come off
like that. You don't want to push any boundaries or anything like that. How many of you
are kind of safe-ish? That's okay. That doesn't make you a bad person by any means. It
just means it's how you are.

Well, let me explain something to you. Actually, let me ask you an easier question. How
many of you believe to your core that, as a result of using your product or your
company's product or service, you're genuinely helping people, that they are better off
with your product or service? Who feels that way? Who feels that way, that as a result of
buying your product or service that person is better off?

Let me tell you something and here's some ugly truth. Not only is it your obligation to
sell because if you do not sell them then they cannot get your product and service and
they cannot be better off, but in addition to that, it is also your duty to get attention. Do
you understand?

Here's the truth. If someone doesn't know you exist, can they really buy your product or
service? If someone has no idea that you're there, if somebody doesn't pay attention to
your message, can you actually help them?

For my people who stay neutral and expect to get eyeballs, expect people to listen, I hate
to break it to you, you have a long, uphill battle, and you will probably go nowhere
unfortunately. Right now as a marketer, you need to ask yourself, "How can you
polarize?"

By the way, your message can be positive. It doesn't have to mean you're doing
something troll-y or spammy, but you have to remember when you're advertising on
YouTube or Facebook or Instagram, you have to meet the customer where they're at.

For example, someone put "financial planning" was an industry that they work in.
Essentially, you're really selling someone on the fact that you can make them more
money. Someone who doesn't have a lot of money that wants to make more money
believes that happiness will come by being debt-free, by having a nice car, and owning a
home. That's what they think. That's what they believe. That's the state they're in. That's
meeting the customer where they're at.

Session Transcript SocialMediaExaminer.com Page 8 of 35

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But then you feel uncomfortable showing yourself driving a new car, giving a tour of
your house, showing a bank account statement. That's uncomfortable. How many of you
feel uncomfortable doing something like that, you feel that's a little douche-y? How many
of you? Be truthful. How many of you are like, "Yo, that's completely . . . I would never
do that"?

What I'm telling you guys is this doesn't mean if you're leveraging some of these props or
whatever in your video that you are a bad person. But what you also have to recognize is,
unfortunately, when someone is in this state, that beginning before they have your
product or service, you've got to meet them with the message that's going to attract them.

Then once you have their attention, you can educate them and say, "Dude, by the way,
the fact that got you here today is a picture of my car, that's really stupid. That will never
make you happy. You're chasing an endless loop." But you can't have that type of impact
unless somebody's paying attention in the first place. Does that make sense to everybody?
Do you understand?

Also, this does not have to be done in a "look at me, I'm so cool" way. You can use a lot
of humor. You can use a lot of sarcasm. You can put yourself in a video with the dream
car and then say, "By the way, this dream car? It got your attention, it made you stop
scrolling the news feed, but that's not what this video is about today." Do you
understand? You're only limited by your creativity.

Not to go too side derailing, but I think that's worth mentioning because a lot of people
hold back. This is just one example in one industry because someone here said they were
part of financial planning, so I thought it'd be helpful to touch upon.

Does that make sense before I continue? Just put "yes" in the chat. If you're with me, if
you're getting clarity, cool. So let's continue rocking.

Anger, sad, polarizing, taking a stand, that's a great way to get someone's attention within
your videos, but when you're asking them to buy something or take action or give you
time, you want them to feel inspired. But there's an emotion that comes in the middle of
all this. There's an emotion that comes in the middle that gets somebody to actually stick
around and watch your entire video, and I will cover that in just a second.

Using an inspirational video is the reason why we were able to sell out the Hard Rock
Hotel in San Diego for our last event. Who cares we had an event? Well, what was
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magical about it for us is we didn't have any guest speakers, we did it in less than three
months, and we did it on a relatively small budget. The reason why I bring up events is
because I know a lot of you are responsible for putting on events, etc., within your
company, and so I thought this would be a good example to show.

All we had was an inspirational video and song, the song that we found on
www.AudioJungle.net. Actually, I think we found it on www.Artlist.io. We had great
targeting on our YouTube ad, and we used this simple formula called Advertise, Capture,
Sell. Right now, I'm going to show you that video, and it'll also give you insight into who
I am as an entrepreneur and a little bit about my journey.

Video: Dear entrepreneur, remember this: You can only fail if you quit. I'm
showing you this ad right now to tell you if you're an entrepreneur going through hell,
keep going. The journey always starts with jumping off of a cliff and assembling an
airplane on the way down. Your heart knows things that your mind can't explain, and you
must learn to trust the journey even when you don't understand it.

My journey has been just like yours, perfectly imperfect. From pictures, people would
think I graduated college, but the truth is I never finished my last class. I'm a dropout.
And don't let these billboards fool you. They forgot to mention the $30,000 I borrowed
from relatives to start a mobile oil change company that failed in 6 months, or the year
after that I spent working the front desk of a gym, living with my best friend and his mom
rent-free but not guilt-free.

I drank so much at my bar of choice that they actually awarded me with the title
Customer of the Month.

And somewhere along this road to success, I got a job in this building making 600 cold
calls a day selling a product I didn't believe in. As an entrepreneur, this was my version
of hell. My road to success had many detours, but I knew this was not my final
destination.

Then four years later came one of those weird moments of serendipity. Look what sits
directly outside of the building I used to cold call at. You see, as entrepreneurs, we get so
focused on the finish line we fail to enjoy the journey, and believe me, it's a lonely one.

I can't promise the road that lies ahead is going to be easy. I can't promise the road that
lies ahead is going to be clear. But I can promise you, you don't have to travel it alone. I
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understand your struggle. I know how bad you want it, and on August 31, let me show
you how to get it.

And remember, you can only fail if you quit.

Billy Gene: Yeah, video. To set context for today, I'll be showing you guys a lot of
video examples because on YouTube, what I want to focus on today, requires video. If
you don't understand the elements of video or how to use audio and video to create
emotions and control emotions and make people feel a certain way, advertising on
YouTube is going to be really difficult.

The reality of the situation is this. Facebook has all the attention right now, but as you
can see, Facebook's also on the news under fire right now, and there's so much drama
behind Facebook. Right now, a lot of you are solely focused on Facebook, and when that
happens, if something does happen to Facebook and it goes away, you're kind of dead in
the water. So it's really important that you have another method to generate leads and
sales, which is YouTube.

By the way, guys, to give you perspective, we were advertising hard on Facebook for the
last five years. The last year and a half, we've really switched our focus to YouTube, and
our company has blown up as a result. When the market is zigging, meaning Facebook,
we zag and go to YouTube, and that's the kind of opportunity and advantage I'd like to
give to you today, which is why I'm covering this.

Good so far? Are you guys ready to continue on? I just want to break that down so we're
all on the same page and set some context to this.

Continuing on, we used that video on YouTube. We actually used it on Facebook too, but
it worked really well on YouTube. Then we brought them to this landing page, and it
says, "Want to attend the 2017 G.E.N.E.I.U.S. Workshop? Come with an idea. Leave
with a funnel."

It was a super basic landing page, and it brought them to this form where they give us
their name, email, and phone number. It just says, "Due to the limited number of tickets
remaining, online purchasing is currently limited to avoid overselling. Please enter your
information below, and a member of our team will contact you to purchase your ticket."
That's it.

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So many times when I catch people advertising, you get so caught up in the perfect color,
in the perfect logo, and so many perfect actions, and imperfect action is the only thing
that moves you forward. The only thing that really makes a good ad work is not the
grammar in it. It's the message. It's the overall message, and once you can own that and
realize all the little things are just a waste of time, that's when you get massive growth.

Continuing on, if you want people to buy your stuff after watching our videos, you need
to follow this one simple formula, and it's this. Emotion has to be greater than resistance.
I'd write that one down.

Let me put that into perspective. Go ahead and type in your industries again one more
time. Tell me the different types of industries you are in. I want to show you some
examples of resistance. Then I'll give you a formula for it. Go ahead and just type in your
industry.

Watch this. Harley-Davidson someone put. That was the first thing they put. How much
is a motorcycle, $5,000, $6,000, $7,000, $10,000, $15,000? Also, how many people
enjoy the car buying experience? Not a lot of people. It's one of the most hated things on
the planet, so the resistance is super high. I've got to spend more money than I've spent on
almost anything in my entire life. I have to take time out of my day, which I get so few
of, and it's going to be a process that I really can't stand.

So for you to have an advertisement that moves somebody to overcome that resistance,
your ad has to be crazy emotional. Someone has to vibe with the message so much that
they're overcoming all of that. Does that make sense?

Everything that you guys are selling has some form of resistance. Someone else put
"martial arts." Talk about resistance. It's physical. It's physical fitness. If we wake up in
the morning to go work out, and it's too cold, we won't get out of our beds. Resistance,
you see?

Let me break this down even more for you guys. Five triggers that make a customer
resistant. One is asking them for payment. Two is asking for personal information. Three
is asking them to meet up. Four is asking for their time. Five is asking them to engage.

Every single time you ask any of these things, you really have to ask yourself, "Is this
message powerful enough to make X% of people actually want to still take action?" Be

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honest with yourself. Most of the time, you can step back from your ads and realize,
"Holy cow, it's not."

A lot of you run ads on different platforms and you say, "Oh my gosh. Why is it not
working?" Almost every single time it's the same answer. Your emotion doesn't exceed
your resistance.

Here are some ways to counter that. Number one is get the most amount of trust you can.
When people trust you, they will buy from you.

Here's another truth for you. This one may be worth writing down. The only reason why
people don't buy your product or service a lot of the time is because they don't believe
you. If someone genuinely believed that if they bought your NordicTrack they would lose
1,000 pounds in two hours, then they would buy every single time. If someone really
believed that as a result of hiring your marketing agency they were going to make
$50,000 guaranteed, they'd have no problem giving you $10,000.

So when someone's not buying from you, they're just simply telling you, "I don't believe
you." They're calling you a liar, and rightfully so because you have to remember this. The
value is created after the experience. Let that sink in for a second.

When you have a martial arts studio, as someone here is today, you believe in it to your
core. You know it changes people's lives. But unfortunately, until someone comes in and
has a session with you or another one of your instructors, they don't understand that
because the value is created after the experience.

Is that clear to everybody? Say yes in the chat if you're with me.

Someone put, "I'm in recruitment." If you're a recruiter, you're really just selling yourself.
So until someone has a conversation with you, coffee with you, etc., they just don't know.
That's why it's important that you guys have got to be willing to give something away for
free in your videos and in your ads, because they just don't know what you know. Once
they do believe, they will buy.

Next is discounting your service or making the barrier to entry a little bit lower. Maybe if
you're selling something really expensive, start off with something cheap. Let them get a
micro win before asking for the big thing.

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Next is environment. Some of you today, a lot of you today, probably don't know who the
heck I am, but when you can see four cameras on me, our office with a team, by default
already, you're like, "Wow, this guy must be somewhat credible."

For those of you that don't know me, I've had an agency for the last four or five years.
I've worked with a lot of big franchises that you guys probably know of, and lead
generation has been my thing. So companies have paid me to bring them customers, and
that's the short of it.

Through that journey and mastering that, I really got an education in creating a platform
where people can learn stuff that they can never learn in school. For example, the
Society, you guys don't learn this in school. So that's a little background on me.

Continuing on, associations. People will make judgments about you just by who you're
with, who you're in a picture with. There is a certain amount of judgment that's happening
right now from you guys just because I'm here. It can go both ways.

Some of you may have been following me before this, and now you're introduced to here
and you're here. Some of you cannot know who I am, and now you're making an opinion
on me, but it might be a good one because I got the stamp of approval because I'm here.
Some of you may have seen my ads before and said, "I hate this guy," but now you're
having an experience with me, and you may be completely 180. All of the above are
okay, but it's important that you guys understand that your associations will impact the
level of resistance that a customer has.

Then lastly is breaking down the fourth wall. This is one of the most powerful techniques
you can use, and what breaking down the fourth wall means is instead of running a
commercial and saying, "Hey, guys, buy my drink or soda," and not acknowledging the
camera, I'm breaking down this fourth wall and I'm coming up to the camera going, "Hey.
What's up? My name is Billy Gene. Nice to meet you. What's going on?" I'm actually
talking to you within the video advertisement.

Right now, I'm going to show you guys a sales video that generated $100,000 in a day
when we broke down this fourth wall. Instead of just doing this fun video, we just talked
to the audience the whole time, understanding that we were going to put this
advertisement on YouTube.

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Before I can get into the YouTube stuff and show you all the cool, techy stuff there,
you've got to understand this video stuff because without it the rest doesn't matter. So,
ladies and gentlemen, introducing to you the final 100.

Video: Do you believe in destiny? What you see in this ad has nothing to do with
hope, faith, or chance. I come before you right now as a messenger from the gods to tell
you your time has expired. The decision you are about to make will dictate the way you
provide and protect your family's future.

Right now, you have two choices — continue to be a slave and make a mockery of your
business like him, or join us, comrade, and roll into my training camp and take a final
stand with my team of elite marketers, because on December 22 the doors to camp are
closing indefinitely.

They say you're the average of the five marketers you surround yourself with. Well, what
would happen if you surrounded yourself with gods? Ignore this call to action today and
suffer the same fate as him. He calls himself a marketer? You call yourself a marketer? I
am marketing.

Billy Gene: That still gets me every time. I am marketing.

Derek asked, "Where is that in San Diego?" That's in Sunset Cliffs. Honestly, the drop
actually isn't that far. I wouldn't jump it, but that was my little cousin who I kicked, so it
was totally cool. He's fine. He's definitely alive. He's downstairs. Yes, there is good surf
there.

So anyway, have fun with it. If you caught that video, in the very beginning, I literally
start talking to the audience right away. I look at the camera, and I'm talking to them.

Again, ignore all the production and all this crazy stuff. I'm having a conversation with
people. I'm not pretending that they don't know this is a freaking ad, and I'm trying to sell
stuff. Again, going back to the lesson I taught before. If you believe your product will
help people, don't be afraid to freaking sell them. Got it? Let's continue on.

Oh, snap. I just told you the answer. The number one emotion that makes people
overcome resistance and take massive action while watching videos specifically? Hope
that nobody saw it. I don't know if you guys saw it. The number one emotion that makes

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people overcome resistance and take massive action while watching videos specifically?
This is giant. This is huge. This is everything.

Some people think it's anger. Some people think it's fear. Some people think it's jealousy.
Some people think it's all these other things, but nothing makes someone pay attention to
your message more than curiosity. Curiosity is everything when it comes to videos that
sell stuff.

I'm going to show you guys something, and I'm showing it to you for a couple of reasons,
and it's just short. It's the first 15 seconds. Our number one video out of all time that's
been viewed over 10 million times on Facebook and YouTube gets an average of 725
leads a day, and it costs us about $4.91 to get each one of those leads. It's just the first 15
seconds of it, but watch it. Watch how imperfect it is.

Video: Hey, hey, hey, hey, hey, hey, hey. I just spent a lot of money getting this
advertisement in front of you, so if you're a smart marketer like I think you are, come
with me because there's something I want to show you upstairs in my office right now.

Billy Gene: There it is. That's the whole thing. As I start the video, I walk up to the
camera. I completely bream down that fourth wall and say, "Hey, I know you're watching
this YouTube ad, but if you're a smart marketer like I think you are, come outside. I want
to show you something." Not only do I audibly tell you I want to show you something so
you're curious, you're like, "Well, what does this guy want to show me?" but then, in
addition to that, I use my shoulder to start turning. Just like if we were face to face in
human life, then you'd be like, "Where are we going?" You just wouldn't even think
about it.

So I got people watching like, "What's going to happen next?" The only thing I do is I go
into my office, I introduce them to the team, and then I just explain to them how my
marketing agency works. Then I ask them if they want a short video lesson on it, but it
crushes it.

I shot this advertisement in 20 minutes. It was edited in about two hours. It cost us $0 to
do, and the reason why it's my favorite is because it's our most profitable ad of all time
and it's something that you guys can do right now this second, period. The other stuff is
fun, but obviously, there are some production challenges, but that right here you guys can
all do.

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Continuing on, the first nine seconds of this video, same formula.

Video: Hey, are you an entrepreneur that needs more customers? Don't skip this
ad, because it cost me a lot of money to show you. Come with me. Just walk with me for
a second here. So if you look up, you see that sign? I spent $9,000 just to get your
attention on this billboard. You want to see something even crazier? Come with me.

Billy Gene: Curiosity again. Same thing. "Why did this guy buy a $9,000 billboard
who's supposedly a digital marketer? Isn't that insane? Why not just use YouTube? Why
not use Facebook? Why not use Instagram?" Attention.

So remember what I told you about at the beginning. You have to grab someone's
attention. The billboard for us, and we've had multiple in San Diego, is a giant prop. For
some reason, people pay attention to billboards like they're some kind of iconic thing
even though they're an outdated, dead way of marketing.

But here's why. Remember what I told you earlier also about gaining trust with
associations? Right now in the chat, tell me who uses billboards, the first companies you
can think of that use billboards on a regular basis. Which company uses billboards on a
regular basis? All the time you see them.

You get the big players in fast food, the McDonald's, the Burger Kings, all that, insurance
companies, GEICO. When you think of this, all of these companies are Fortune 100
companies. When you see Fortune 100, Fortune 100, Fortune 100, Billy Gene Is
Marketing, you say, "The hell? I guess they have to be successful."

Attention, association, all of those principles, but then using the curiosity formula and
taking that billboard that only lasts for three and a half weeks and turning it into a
YouTube ad that lasts forever, and that's the asset.

See, people have to understand your video content that we're talking about today is an
asset to you the same way that buying a piece of real estate is. How about that? Anybody
realize that? The videos that you create for your company are assets the same way real
estate is, except guess what? You can get your return way faster, and you don't have to
spend a ton of freaking money to invest into it and sign a bunch of papers and go through
escrow. Treat them that way, because it can change the trajectory of your business.

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I play with characters all the time from Professor Bill to Bill Jobs to Streetfighter Bill to
the Greatest Adsman Bill to Billy Wonka to Godfather Bill to Pirate Bill to Spartan Bill.
But it doesn't matter which character I'm using. I'm always doing it to leverage curiosity.

Here's how you can leverage it for your videos. For example, I saw someone put "real
estate" in there today. "Hey, follow me. I want to show the house that just sold for
$500,000 that this person just bought with no money down, 2% interest, and bad credit."
That's an exact script you can use to get curiosity.

You can come up to the camera, break down the fourth wall, and say, "Hey, I know
you're in the market to buy a house right now." That's a targeting feature, so you guys can
actually know this. "I know you're in the market to buy a house right now, and I think
what's probably holding you back is you just think you can't get approved. Well, I just
had a client who just got in with freaking zero money down. They've got horrible credit.
You know what? Come with me. Let me introduce you to them. Come here. Come here.
Come here."

It costs you nothing to do. Film it on your cellphone. Have the person come in there as
your testimonial and share their story. Now we leverage curiosity through the whole
thing. Now you've sent the message that, "Hey, if they can do it, maybe I can too." Now
you've got yourself a real estate client. Make sense?

Continue on. Chiropractor. "Hey, let me show you how this old lady who sits down at
work all day got rid of her chronic back pain." Same thing. "Hey, I know you're watching
this YouTube ad right now and your back is killing you. Let me show you these three
exercises that Martha — she's 87, by the way, and she sits down all day — that she does
in her seat that almost got rid of her pain instantly. Come here. I want you to come with
me for a second. Come on."

Does anybody think that this cannot work for you? It's a simple curiosity formula that all
of you can use. I don't care if it's an auto dealership, dentist, fitness, restaurant, the
corporation that you work for. It's all the same thing, you guys.

My biggest challenge to you today as I teach is when I go through a concept or show you
a video, it's not to show you my stuff. It's to give you ideas so you can immediately
implement these things into your business right now today. Understand?

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I'm just giving you a visualization so you can think about it, but the magic, your real-time
homework is you've got to say, "Well, that was a great principle, Billy. How does it apply
to me?" It's not my job to tell you how it applies to you. That's yours. So own the
responsibility right now. Make sense?

For example, someone asked, "How would you use this for recruitment or employer
branding?" Say, "Hey, hey, hey. I know you work in a career right now, and it's okay, but
to be honest, you're bored. You've been doing it for 10 years. You make good money, but
you're not passionate about it. I want to introduce you to somebody, and I want to just
bring up to you . . . I want to show you a couple job opportunities that you may like that
you may or may not. I don't know. Just come with me really fast. I just want to show you
the different opportunities you have."

Then you walk into your office and just introduce them to three people in that field and
say, "This person does this. This person does this. These are all previous clients of mine.
My name's Billy Gene, and this is what I do. I find professionals like you that aren't really
that happy in their job, and I give them a better opportunity. So if you'd like to have a
quick conversation so I can just show you what else is out there, I'd be more than happy
to do that."

Is that helpful, Lisa? Do you see what I'm saying? Anyone can use it. It's going to take a
little massaging. Also, guys, don't be intimidated if you see me do this fast. This is all I've
been doing for six years. If you've got to sit down and it takes it a few hours to come up
with, that's totally okay. That's part of the process. Cool. Let's keep rocking.

To create video ads, what equipment do you need? I'm going to spend about a second on
this slide. A phone, some lights that you get on Amazon for $60, and then our favorite
editing software for beginners is called Camtasia. It's really drag-and-drop easy. They
have fantastic tutorial videos on there, and it works with PC or Mac. They've got tutorials
that will show you the whole thing. That's all you guys need, and also, they offer a free,
30-day trial, I believe. There you go. Case in point. Done. That's all the time I'll spend on
the equipment because it's not that important.

The last thing is a microphone. Get, honestly, a microphone that's just compatible with
your phone. You can virtually find some for $5. This matters because a lot of the time
what you guys end up doing is this. You have a camera set up, and it's your cellphone.
You get a little tripod stand, but then you come back here and sit down at your desk, and
then you start talking to the camera.
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Look, I have a mic right here on my shirt. That's why you guys can hear me. But most of
you are yelling at the camera from a mile away or you're talking regular, and when
people can't hear you, they immediately move on. So that's a note worth taking.

Continuing on, let's talk about this. You can have the best video in the world, but if no
one sees it, it is worthless, my friends. We're all guilty of this. I know you guys have got
a video right now that you created that you put a whole bunch of money into, a whole
bunch of time into, and guess what it does? It just sits on your website. That would be
okay if you got 20,000 people to your website, but you get about 2.

Maybe it lives on your YouTube channel, and that's okay if it just lived there organically,
but the challenge is it gets about seven views a month. That doesn't make anybody
money. That doesn't help anybody pay their bills. Got it?

So I'm going to teach you guys what I believe is the most lucrative skill set that you can
learn in 2018, and that's how to advertise on YouTube, how to take these videos we just
spent the last 30 minutes talking about and now put them online to start making you sales
right now today this very moment.

So let's go into how to create YouTube ads because Facebook is crowded. Step 1, Google
owns YouTube. A lot of people don't realize that. So, in order to advertise on YouTube,
you have to create a Google AdWords account. To do that, it is 100% free, ninety-nine
plus tax, which means free still. You just go to Google and just type in AdWords account.

Then you'll start creating your first ad after you go through some prompts, and it'll say,
"Choose which type of ad you want to create." I'm letting you guys know there are three
main ones. There's a couple other ones, but three main ones that you use, and we're only
going to focus on one today.

One is in-display ads. In-display ads are the ads that show up when you're already
watching a video on YouTube, and it just consists of a headline and a thumbnail of your
video. Basically, you've got to say something really sexy in the headline to get someone
to want to click.

The second is called a bumper ad. These are ads that show up on the video that you're
watching, and you cannot skip them. No matter what you do, you cannot run. You are
forced to sit there, and you're forced to watch. Be careful with that because if you show
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that to a lot of people who haven't heard of you, they may just start to hate you. So that
may be a good idea to just do to an audience that already knows, likes, and trusts you.

Then you have the one that we use more than anything, and it's called an in-stream ad.
This is a video ad that plays before, during, or after other videos, but they have the option
to skip it after five seconds.

Now here's the best part about YouTube ads. Unless somebody watches 30 seconds of
your video or more, guess what, people? You don't pay. That sounds pretty good, right?
Not paying for advertisements? When someone doesn't watch 30 seconds, you don't have
to pay. It's a beautiful thing, really.

Today's focus is in-stream ads because that's what allowed us to create a membership site
with over 3,000 members paying $109 a month.

By the way, you can create a membership site for virtually any product or service. I don't
care if you have a corporation or whatever. Everyone can create a membership site, and
with the way that education's going, meaning people are going away from traditional
education, they're going to more things like this, the Society, it could be a great
opportunity. That's a side note.

Here it is. The number one tip for in-stream ads is to capture their attention in the first
few seconds. I'm going to show you a collage of clips of some of my first five-second
intros. But it's not about me. I want you to get ideas and write down for your specific
industry, for your specific company, how you can leverage that.

Can you guys do that? Just put "yes" in the chat if you're still with me. Are you awake?
You learning something? If so, hit "yes" in the chat. I appreciate that. Thank you. Now
let's get into it.

Video: This video that you are watching on YouTube to give away $1,000 dollars,
baby. Woo! What's up. You're in the Billy Gene Is Marketing headquarters right now.

Hey. What's up? It's Billy Gene. In about five seconds, you're going to see me walk into
this dealership and buy one of these cars. This is actually happening in real time and in
real life, and the reason why I'm showing you this ad is because I know you're a marketer
or an entrepreneur who's on their journey.

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Well, well, well. Here you are lost in the sea of Facebook and YouTube videos, but no
matter where you run, hide, or click, my advertisements seem to find you, and that's good
for you because it looks like you're in trouble.

If you're an entrepreneur, then you can skip this ad, but then you'll electrocute this chip,
and without this chip in 2018, your business will fail. So here's what I suggest. Don't skip
this ad, and I'll mail this to you for free. If you don't do it for me, well, do it for her.

Hey. What's up? If you're a marketer or business owner, don't skip this ad. I want to show
you something right now. Say what's up to Reena, everybody.

So, in a few seconds, I'm going to be at my office in downtown San Diego, and you're
going to see me convince a complete stranger to give me $1,000 within this next 24
hours.

Twenty five thousand dollars the girl who lets me shave her head. Reena! Reena! Reena!
Three, two, one, wait.

Billy Gene: She's right here. I didn't shave her head if you were wondering.

Derek asked me a question, though. He says, "How many phone capture videos versus
real-camera videos do you produce?" In fairness, keep in mind you're seeing a later
version of Billy Gene. Now I've got cameras, equipment, a full staff of five that always is
editing videos and stuff like that. But remember, when I started, every single video I did
was with my cellphone because that's what I could afford.

So you're seeing examples of cameras, but, dude, the cameras are so good today
sometimes a phone looks better than the freaking fancy cameras for all sort of different
reasons, so don't let that stop you. When I first started, I didn't do any of that.

But I do want to give you guys some quick tips. Can I get the drawing board? I don't
think this is inside of this presentation today. So if right now you struggle with being
entertaining, let me explain something. Entertain, educate, execute. We've got it spray-
painted on our wall.

If right now you're like, "I get that stuff, but I don't have that personality," that's crap.
Everybody's creative, and everybody's interesting in their own way. The same reason

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why some people love me is the same reason why people hate me. It's the same thing for
you, and you've got to own that.

So here are three ways that you can be more entertaining. Number one is props, number
two is music, and number three is environment. If you add music, as I showed you
earlier, change your environment. You don't have to have something crazy, but go
somewhere weird. Go to the ocean. Go to the mountains. Go inside of a cave. Go
underneath your carpet. I don't even know if that's possible. Go into a pool. Get an
underwater case. Just get creative with your environment.

Use really cool props. You can get oversized stuff. We're going to go full screen for a
second. I'll show you one of my favorite props. I forgot who told me about these
originally, but I thought they were really cool. You can even use things like cash guns,
and you can make it rain like this. That's a $6 prop that can make any video really
interesting.

Someone said, "How long should a YouTube video ad be? Thirty seconds?" This is a
great question. Remember, people still watch "Titanic." It's three and a half hours. There
is a myth going on, and I will tell you it's a myth. I know this better than anyone. People
believe that people don't read long ads and they don't watch long videos. Let me help
you. People don't watch boring videos. If something's entertaining, they'll watch it
forever. Own that.

In regard to length, the second it gets boring or you feel like you're running on or giving
TMI, you are. Show it to some people and watch when they first pull out their phones,
and you went too far. Cool?

So let's continue on. Step 3, and this is huge, these are the top three tactics for actually
finding your ideal customer on YouTube. This is as techy as I'm going to get, but I'm
about to hit you with a lot of information. I'm going to summarize it, but I really need
your A-game. I need you to focus right now.

When you're advertising on YouTube, the whole idea is putting your ads in front of the
people who are most likely to buy your product or service. Here are three ways that we
do that.

Number one, you can search for popular videos on YouTube and place your ads on them.
The example I'll give you is that when my daughter was born, I wanted to come up with
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something cool that her and I had. So I started to pick up the harmonica. Now I don't
know anything about music. I don't know anything about the harmonica. So I went to
where everybody goes to learn something. I went to YouTube, and I typed in "how to
play the harmonica."

Sure enough, I clicked a lesson. When I'm on that lesson, a guy shows up in the first five
seconds and goes, "Hey, so you want to get better at the harmonica, huh? Well, you can
sit here right now through these free YouTube videos and try and sit here and pull your
hair out listening to everybody, or you can just buy my course, and I'll show you exactly
how to do it." Ladies and gentlemen, I bought that course. I haven't used it, but I sure
bought that thing. You can do the same thing with yours.

One more time, give me your industries again. Go ahead and type in your industries.
Someone says, "A nonprofit." Watch this. I think, actually, earlier you said "a nonprofit
that nobody cares about." That's not true. When your market is global, there are people
who are searching for that exact thing.

If your nonprofit is for how to replace kneecaps, you can literally go to a video about how
to replace kneecaps or how to deal with family that's going through a knee replacement or
something like that, and you can advertise right on top of that and say, "Hey, if you're
looking at this video, there's probably a good chance that this means something to you.
Well, I have an organization that helps people like this, and we'd appreciate your
donation."

Do you see what I'm saying? You can find anything because people come on YouTube to
get their problems solved. If you can identify videos that are already talking about your
solution, you can advertise right on top of those.

Now keep in mind the publisher, the person who creates the content has to allow it.
Sometimes they do. Sometimes they don't. But when they do, it's like a home run.

Continuing on, to do that, find the video, place your ad in front of the video, that's it. It's
nothing really crazy. That's all you've got to do. That's targeting tactic number one.

There's a worksheet that we're going to hook you guys all up with that walks you through
each of those steps over and over. Who wants that just so I know and make sure we send
that to you? Can you put it in the chat if you'd like us to send you worksheets for how to
do all these functions? Just let me know. Now I've got people typing who haven't typed
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all day. Oh, now you're awake. Now you've got something to say, don't you? We'll make
sure we take care of you guys, okay?

Continuing on, number two, you can also find and select websites to place your ads on.
For example, Google has something called a partner network, and these are people that
say, "Hey, man, you can put ads on my website." Well, their partners just happen to be
companies like Forbes.

I have had people call me and say, "Billy, dude, you're doing really well lately, aren't
you?" I'm like, "Why are you saying that? That's weird." They're like, "I just saw you on
Forbes, dude." I'm like, "Oh, you mean that one-to-three-cent video view that I got on
Forbes? Is that what you're talking about? Well, thank you."

So all of you can associate your brand, even if it's a startup or if you're a big corporation,
with all of these powerhouses because you can advertise on them. One way to know if
you can advertise is you will see this little blue, squiggly triangle thingy, and that's how
you know it's an ad. That's huge, right?

To find out websites to actually advertise on, there's a really cool tool that we use called
the Display Planner. If you guys Google, type in "Display Planner," it will show up, and
it's a free resource.

For example, it says, "Your customers are interested in how to start a business," so you
can see they will give you business websites that people are browsing. For example, Start
and Grow Your Business, Be Your Own Boss, www.SmallBusinessComputing.com. But
bigger than that, once you click it, it will tell you who goes to that website. Are they
males? Are they females? Are they this age? Are they that age? It's free. All of you can
use this right now this second.

Scale of 1 to 10, how helpful is this for you guys to just hold your hand and walk you
through all of the cool stuff, the free stuff that you can use right now? I've got a 12, 11, a
10, 10, wow, 110, 15. I like that.

You can also do it to find YouTube videos that you can also advertise on. Same thing.
These are all free resources. I've got a worksheet for you guys for that too.

Then the third resource that you should use is something called the Keyword Planner. As
entrepreneurs, we are all guilty of having way too many business ideas. As great as your
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business idea may be, as great as mine may be, we come up with some really stupid stuff.
We're really good at that. We specialize in dumb ideas dot-com.

So instead of wondering, "Is my idea good, or is my idea bad?" let the data dictate. This
right here is called the Keyword Planner. It tells you how many people are searching for
your terms. If we put in "how to start a business," the search terms, we're getting about
100,000 to 1 million people a month that are looking for that. The competition is
medium.

But if I go to something like "how to create an FB ad," we've got 10 to 100 searches a
month. You can't build a business out of that. So your whole thing about creating an FB
ad, that's not the actual challenge that people are coming up with or that they're trying to
get solved. How cool is that that this resource told us and they did it for free? Are you
kidding me? That's a big deal. I got you a worksheet for that too because we love you.

Genius tip. Here's a great way to get in front of people that we love to do, and it's this.
Ask yourself, "What are your customers watching?" Actually, I'll ask you right now.

For your industry, what are your customers' favorite TV shows? For example, our
customers, entrepreneurs since we educate, it's "Shark Tank." All of them watch "Shark
Tank." I bet you all of you here watch "Shark Tank" or have at least seen it a few times,
"The Profit." So we're allowed to advertise right on reruns of freaking "Shark Tank." It's
a beautiful thing.

Just cool tips that all of you can use. If you're in real estate, "House Hunters, "Flip or
Flop," "Million Dollar Listing," "Property Brothers." All of y'all got it.

Right now, I'm just going to blitz through a list of capabilities for targeting on YouTube,
and what I want you to do is I want you to focus on which ones you can use.

For example, demographics. You can advertise on YouTube to male, female, to different
age groups, to if they're parents, if they're not parents, and by how much money they
make. Pretty cool stuff.

In addition to this, interests, hobbies, beauty, food, dining, home, garden, sports, fitness,
technology.

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Location. A lot of people don't realize you can advertise locally on business. Someone
said he had a martial arts studio. You can advertise to five miles away and advertise
specifically to women and say, "Hey, sometimes do you feel unsafe walking home at
night? Come in for a free lesson so I can show you how to defend yourself." #Geneius.
My name is Billy Gene, so when we say "genius" it's spelled G-E-N-E-I-U-S just so you
guys know that.

Continuing on. Language. No habla español, si?

Devices. This is important. You can tell them if you want to show most of your ads to
people on cellphones, tablets, or desktop. If you want someone to browse a catalog of
products or services or watch a really long video, it may be smarter to just show them on
desktop because they probably have more time.

Placements, topics, and email lists, this is giant. All of you have a previous customer list
or current customers. You can upload their email addresses to YouTube and advertise to
them. That means you can run consistent referral advertisements.

You can take your phone out right now this second and say, "Hey, thank you so much for
buying our product or service. By the way, I noticed that you bought a watch from us. If
you liked this watch, you'll probably also love this necklace. Here you go."

See what I'm saying? You can get so smart with it. "Bring in a friend, and I'll give you
this incentive." It doesn't stop. The only thing that can stop you is your creativity. Got it?

Continuing on. Quick recap. This is important. Maybe even take a screenshot of this
because if you're lost on what you're able to do on YouTube, just follow these three
questions. What popular videos can you advertise on, what specific websites can you
advertise on, and what's your ideal customer searching for? If you understand those three
things, then YouTube is your BFF forever, and we have found that it's much cheaper than
Facebook. It's less crowded. No one's talking about it. It's a great advantage for us as a
company.

Now that you know where to show your ads and who to put them in front of, the last
thing you guys have to know is what to say in your videos. Here's a very simple formula.
Number one, ask them to solve their number one problem within the first five seconds
and then demonstrate an example of you solving it, and then ask them to solve another
problem in exchange for their contact information.
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Copyright 2018, Social Media Examiner
For example, I'm a marketer, so I would say, "Hey, entrepreneur. Does your company
need more customers? Well, recently, I just helped a chiropractor get 32 leads in 6 hours,
and 5 of those became patients that bought his highest-level program. I'd love to show
you what I did here. So I'm going to log on to my computer and share my screen. Cool.
So here's the ad I ran. This is the landing page I brought them to, here's how I collected
their information, and here's the sales script that they used.

"Anyway, I hope you found that helpful. If you'd like me to do this for your business,
then go ahead and click the button, it's over here or over here, and I'd me more than
happy to hop on the phone with you and talk about it."

Every single one of you can do that for your industry. All of you can do that for your
industry if you're creative enough, which you all are.

Four, on a YouTube ad, people are not trained to understand they can click links and
buttons to get what you're offering. On Facebook, they are. On YouTube, people still
don't really realize you can click this stuff and go to the links, and they're small.

Here's an example of an obnoxious call to action on YouTube that's necessary, not

optional. Here it is.

Video: So click the button right here. I'll wait, just look at my watch. I'll just pose.
Still waiting. Once that timer is gone, I go away forever. Click the button. Are you . . .
what? Man, don't make me hit you. I will . . . What? I'm just . . . What? I'm out, guys.
Click the button. Later.

Oh, I'm back. You thought I went away. I came back because you're still here. You
haven't clicked the button. So click the button. You're going to go to a page that looks
like this or something similar and click the button. Dude, click the . . . I already teleported
back to tell you to click the button. Don't make me teleport. I teleported over here now.
I'm back. Click the . . . I'm out of here, guys. Click the button. Later. What are you doing?
Click the button.

Billy Gene: That obnoxiousness is necessary on YouTube because people aren't

trained to hit the buttons the same way. Sometimes you can have a solid ad, but you just
weren't clear enough about the button, and you'll lose.

Session Transcript SocialMediaExaminer.com Page 28 of 35

Copyright 2018, Social Media Examiner
Congratulations, you guys. You now have zero excuses for not advertising on YouTube
today, today, today right now to make all the difference in the world in your business.

Thank you for having me. I appreciate you. I'm happy to be here. If you want to open it
up, Leslie, to some Q&A, I'd be more than happy to answer any questions you guys have.
It's felt good to be here. I hope it was helpful. I hope I gave you action steps.

Daniel says, "Thanks." Brian says, "Great job," and Derek says, "Thank you," and
everybody else in the chat, I appreciate you guys too.

Leslie: We're going to transition to Q&A.

Billy Gene: Oh, wait. I have an action steps slide. Sorry. Hold on.

Leslie: Oh, yes. There we go.

Billy Gene: I apologize. Action steps. Step 1, create an emotional video using music
from www.AudioJungle.net or www.Artlist.io. Step 2, create a Google AdWords account
and create an advertisement on YouTube. Step 3, use the Keyword Planner and Display
Planner to target your ideal customer.

So there's a very simple, digestible business way to get started. It's not easy. It's going to
take some practice, but it's simple. So there you guys go. [Watata, tippy tay 01:08:08],
bam.

Questions and Answers

Leslie: Love it. We're going to jump into Q&A. You can ask any questions related
to YouTube ads that you would like. There are three ways you can ask
your question. Number one, just type it in the questions panel on the right
side of the screen. I don't even have to read these questions out loud. Billy
can see them, and he will answer them for you. We'll try to take as many
questions as time allows.

Billy Gene: Well, give us one second. Reena, do you want to bring your laptop over
here so we can see the questions here too?

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Copyright 2018, Social Media Examiner
Leslie: No problem. Awesome. If you have some questions, let's get them in right
now.

Billy Gene: Hey, Leslie. Really fast, can you make Reena an organizer? We have her
laptop and then I'll be able to see the questions from there.

Leslie: No problem, and in the meantime, I'm going to go ahead and read them for
you. Wendy, can you go ahead and make her an organizer? Lawrence is
asking, "How long should your first ad run? Any ideal length?"

Billy Gene: I'll give it to you on Facebook and YouTube because he asked specifically
about Facebook. Get away from time. Focus on the dollars and how many
people actually see your ad.

Most of the time for inexpensive or service-based businesses, you can

spend about $30, and that will give you all the data to know if something's
going to work for you or if something's not. Now, again, if you're willing
to pay $100 to get a lead, $500 to get a lead, then you have to spend at
least that to know if it's working.

I would say that it's the same with YouTube. It doesn't take a bunch of
money to see . . .The days of marketing research and people spending
$70,000, $80,000 on a report is crap. Now you can spend $30, $50. You
know if something works right away. Let the data dictate. That's a rule.
We always let the data dictate.

Leslie: Awesome. You can see the questions now, right?

Billy Gene: Yeah. We're all good. Cool.

Someone asked, "Is it more expensive to advertise to a small segment like

location, profession, and age?" It all comes down to a bidding system.
With that being said, once you get micro-targeted like that and super
specific, if there's a lot of competition for that, then you pay more. If
there's not, then it's open. So competition is one.

Session Transcript SocialMediaExaminer.com Page 30 of 35

Copyright 2018, Social Media Examiner
 The second thing is how engaging it is. Without getting too technical,
YouTube has a statistic that's called "view rate," and it's the percentage of
people who actually sit through and watch your ad.

Now, again, the higher the view rate, YouTube interprets that as good
content because people are actually engaged and they're liking what you
have to say and you're not ruining the experience. Therefore, they will
give you a discounted rate where it will cost you less to actually get that
customer when you have engaging content.

So, depending on how competitive the industry is and how entertaining

your videos are is going to dictate how much you end up paying.

Billy Gene: Our question thing kind of went away, Leslie. So if there's anything else
that . . . I think we hit the wrong button. Oh, wait. I think I got it back. Oh,
no. It's all on you, Leslie.

Leslie: Lawrence is asking, "Do the YouTube ads run out, or do you have to
replace them?"

Billy Gene: You mean do they stop working over time? Yeah, that's all
advertisements. That's ad fatigue. Whether it's a billboard, whether we're
advertising on podcasts, once somebody hears a message for so long, it
starts to fall on deaf ears.

YouTube is really good, and this is an option that Facebook doesn't have.
It's what's called "frequency capping." You can actually dictate how many
times somebody sees an ad on YouTube. You can say, "I don't want
anybody to see this more than three times a week," or something like that.
You can tell them how often you want the message brought to them,
which is pretty cool. Also, if you say that people have seen it way too
much, you can exclude people so they don't see it again at all.

Obviously, for the sake of this training, I can't get too hardcore. I want to
keep everyone on the same page and not overwhelm anyone, but, dude, it's
amazing the capabilities that they have on YouTube, and that's for
everybody. So, I really hope people really dive into this and make it your
thing.
Session Transcript SocialMediaExaminer.com Page 31 of 35
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 Yeah, our questions don't work, so if there's anything else that you guys
have . . .

Leslie: Yes. Brian is asking, "Just to confirm, you said that unless someone
watches the YouTube in-stream video for 30 seconds, it costs you nothing,
so would you recommend the ad addresses the problem the targeted
viewer has that we plan on solving before the 30 seconds end to generate
that quality lead?"

Billy Gene: That's a pretty good question. What happens is if your ad is less than 30
seconds, then the way they bill you changes. You can't just run ads and all
of a sudden just get away with it. You've still got to pay. They just change
it.

Leslie: No, his question was more along the lines of should he make sure to target
the problem and the pain that they're solving within the first 30 seconds to
take advantage of that fact even if the video is longer?

Billy Gene: Sure, yeah. You should definitely get to the point and the meat and
potatoes of it 100%, man, yes. I'll say yes for the sake of it. Yes. Before I
just talk too much, yeah.

Leslie: Cool. Michael is asking, "Does YouTube have an API like Facebook so
that you can set things to base upon some other programs?"

Billy Gene: Yeah, they have a . . . everything that Facebook does, especially Cheryl,
who runs Facebook with Mark, she was at Google before. So most of the
features and capabilities, especially as a developer, what you can do is
even more flexible.

There's a lot of cool . . . YouTube integrates with a lot of things, not

everything. I don't know what you're using or what specifically you're
asking for, but I'm guessing they have it. If not, they're really flexible. Put
it this way. We haven't run into an issue of what we can't use yet. We
haven't been stopped from doing something yet if that makes sense.

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Leslie: Ron is asking, "Do you need permission from places to film at a location,
for example, a museum, a mall, etc.?

Billy Gene: Yeah, you sure do. A lot of places will. It depends who owns it. If you're
just out on the streets, then you're fine, but if you're going to be . . . for
example, you guys saw the pirate video briefly that we did. That's a
historical museum in San Diego, like the freaking Star of India. What's the
other one called? It's called something. These ships, we had to pay a pretty
penny for that. But you don't have to start there. Most of the things you
can find for free and creative ways to bootleg it.

Leslie: I just want to comment because we have a lot of people asking about the
worksheets. Those will be available on the replay page, so don't worry.
You will get access to those. Billy and his team have sent those over
already.

If you have any more questions, feel free to throw them in there. We'll
wait a little while, and if the questions are over, we're going to wrap it up
in a few minutes here.

Billy Gene: Thank you for having me again. This is a lot of fun. I enjoy teaching. It's
my thing. It's what I do on a weekly basis, so I appreciate all you guys.

Leslie: Awesome. Well, we're glad that you are here. I see Ron is asking, "Do you
have a mastermind group?" It's not related to YouTube ads, but . . .

Billy Gene: I don't have an actual mastermind group, but I do have Billy Gene's Gene
Pool, which is every single Tuesday, I teach a lesson like this. Every
month, I teach a different subject. Every month, I also bring in a guest.
The last guest that we had was Daymond John from "Shark Tank," and
then also we had JoJo, a pop singer who's sold millions of records. She
was here. UFC legend Dominic Cruz. We teach the business side of
things, and it's really cool.

If you're interested in that, just shoot us an email. No weird sales pitch or

anything. Just send an email to info@askbillygene.com, and I can give
you a call after this or someone on my team will. You can get a lifetime

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 membership to that. That way, every Tuesday, you have us in your back
pocket.

Leslie: Awesome. Michael is asking, "How long does it take for the videos to
deploy after you've set them up?"

Billy Gene: It depends on how fast they get approved, which can sometimes take up to
24 hours, which is a pain in the butt, but it also can take a couple hours
sometimes too. But usually within 24 hours, I'd say, most things are
approved and good, and usually faster than that.

Leslie: Brian is asking unrelated to YouTube advertising. He's just wondering,

"Why does your shirt have periods between the words in the statement, "I
am marketing?"

Billy Gene: I'll tell you. Because when I say it dramatically, watch how it reads. "Hey,
everyone. It's Billy Gene. I am marketing." I. Am. Marketing. Period. It
reads different.

Leslie: Awesome. Let's see. I think that wraps it up for the questions. We'll wait a
few more seconds. If you have one and you want to get it in, make it quick
because we're going to wrap things up. On that note, I think we are good
to go.

Billy, I want to thank you so much for your insight on today's training
session. This was a great overview on How to Create YouTube Ads That
Sell and Target The People Who Will Buy. Can you please remind people
where they can follow you?

Billy Gene: Just @BillyGeneIsMarketing. Peep us on Instagram, Facebook, YouTube,

and we go live a lot. We teach a lot, always have our cameras in our
office. It's like "Big Brother" in here. If you like this training and you like
the tactical style, just shoot us an email, info@askbillygene.com. Put your
phone number in there too, and we'll give you a call. We'll hook you up.

Conclusion

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Awesome. If your questions were not answered or you come back to watch the replay and
you have a question, make sure to head to the Facebook Live thread for this session. If
you're on here live, Wendy has just posted a link in the chat window, but you can also
find the link on the recording page.

Of course, be sure to check the schedule page in the Society for details about our
upcoming sessions. We've got lots of great stuff coming your way. That's it for today, and
we'll see you next time inside the Society. Take care, guys.

Session Transcript SocialMediaExaminer.com Page 35 of 35

Copyright 2018, Social Media Examiner