A bit about John:
John Belcher is a teacher and partner at Adskills.com – a company that educates people on how to succeed with paid traffic. With AdSkills – John has helped businesses master the ever-changing world of online advertising. John grew up in a small town in Wyoming and studied at University of Notre Dame and is a former “Googler” – who believes that YouTube is the best way to advertise online.
02:18 Nick welcomes John Belcher to the podcast.
02:40 John talks about his background – growing up in Wyoming.
Going to the University of Notre Dame.
05:20 John talks about the values he gained from growing up in a small town how it transferred into the business world.
08:30 Nick asks John about life at University and gaining a job at Striker selling medical devices after school.
09:50 Nick asks John “Why YouTube”? How is it a different, more organic, engaging platform than Facebook?
12:10 John talks about “Attention, Ad, Action”
12:50 John mentions that YouTube is the second most used search engine behind Google (and google owns YouTube) – Google can categorise you based on what you’re searching for. It’s not about interest, it’s about intent.
14:00 John explains how Google ads work. How Google builds a profile based on your online behaviour.
15:46 John talks about how Google picks up ‘atypical’ actions – so they know when you’re in the market for something different.
17:30 Nick ask John to explain the difference between paid advertising and organic Youtube marketing. YouTube is made to entertain or inform.
20:20 John discusses the advantages of Video SEO
20:50 John talks about paid advertising on YouTube – the ads that run before the video clip. How to target these videos so people won’t skip.
23:30 You need to approach paid traffic with the right mind set – have realistic expectations.
Advertising is an investment.
25:04 Nick asks John to run through what should happen when someone clicks through on an ad!
26:00 You can’t compare Facebook ads with YouTube ads – they’re not the same.
27:12 How YouTube increases organic traffic to your website – it’s doesn’t come through click only traffic. Your home page needs to be built as a conversion page.
30:30 John talks about how YouTube users are higher in quality – they may cost more than Facebook but are better in the end.
31:20 People have become lazy ad consumers, particularly on Facebook – YouTube weeds out tyre-kickers – because you have to go through more hoops to get to the site.
33:40 Do as much as you can to get the right enquiries – don’t just focus on the numbers.
34:30 Nick asks John where a typical small business should start?
Retargeting – staying in touch with current audience/buyers to increase lifetime value.
36:48 Using In-display ads – extremely targeted and cost effective.
40:00 John talks about using YouTube geographically to target customers in your area…
41:00 Run of Network Advertising –your ad serves on any video content.
43:45 John Belcher contact details:
- “adskills.com” – courses to sell advertising on major platforms
- Sign up to John’s partners daily email – The Daily Edge Newsletter
- Try the AdSkills Mini Course – Traffic Traps
7 lessons that make the biggest different in paid advertising.
47:06 Nick thanks John for his time.