The Power of YouTube In-Stream Ads in Interruption Marketing

YouTube in-stream ads (i.e., the commercials that play before, during, or after other YouTube videos) have a knack for making real estate agents local celebrities—in a good way! The agents I coach often get recognized by strangers, friends, and family who spot their ads and can’t help but mention it. These ads act as a powerful pattern interrupt, making people stop and take notice.

In a way, it’s reminiscent of the old-school local TV commercials that created a bit of a “celebrity effect” by mixing local content with national programming—where viewers weren’t expecting to see something proximate and familiar. Unlike other online ads, YouTube ads don’t blend in—they stand out and capture attention.

So if you’re looking for a cost-effective way to achieve high recall and win attention in your local market, YouTube in-stream ads are a definite way to go.

Now, you might be asking how to run these types of ads. Click here for detailed steps on how to set them up and integrate them into your marketing strategy.

Get More Real Estate Listings: Expert Audience Targeting Recommendations for YouTube Ads

YouTube ads pack a punch for a variety of reasons:

• YouTube ads are cost-effective: You only pay for views that last 30 seconds or more, or for clicks. If viewers skip before the 30-second mark, it costs you nothing, ensuring that you only invest in high-intent viewership.

• YouTube ads grab attention: Their unique format captures the audience's interest in a way that harks back to the golden era of TV commercials, making your ad memorable and impactful.

• YouTube ads offer advanced targeting capabilities: Leveraging these capabilities allows you to pinpoint ONLY the most relevant audiences. Here are my top FIVE target audiences to consider if you're looking to attract sellers:

  • Geographic targeting: Focus on your local area to connect directly with potential sellers.

  • Homeowners: Target ads specifically to property owners, perhaps one day considering a sale.

  • Future buyers: Engage those who are actively looking to purchase, as they often consider selling too.

  • Relocation clientele: Reach individuals planning to move soon, tapping into their current needs.

  • Real estate agents”: Target an audience searching for agents and reviews, a group often composed of prospective sellers.

On a scale of 1 - 10, how seriously are you taking your YouTube advertising strategy in 2024? If you need some step-by-step help running the ads, tap here.

P.S. Are you doing all you can to generate listing opportunities? Listings are the lifeblood of this business. Discover new strategies every month to fill your pipeline with a 14-day free trial of LISTING LEADS. You can access it here.

YouTube In-Stream Ads: Your Key to Cost-Effective and Targeted Marketing

Surprisingly underutilized, YouTube In-Stream ads—the commercials that play before, during, or after a viewer's chosen video—are a potent tool waiting to be fully embraced in your marketing mix.

Here’s why you should look more closely into YouTube ads:

1. Remarkably Cost-Effective: Only pay for “TrueViews,” which means your budget is spent on viewers who watch at least 30 seconds of your ad, watch it entirely, or engage by clicking a link. It's an efficient way to maximize your exposure without draining your budget.

2. Unmatched Targeting Capabilities: YouTube Ads, through Google Ads, open doors to precisely defined audience segments. Whether it’s homeowners within your geographical area, individuals actively searching for a real estate agent, or prospects deemed ready to purchase soon, the specificity is unparalleled.

3. Television's Rival: Achieving the “I see you everywhere” status can be a challenge amidst the digital din. Having said that, YouTube commercials cut through the noise with a distinctive flair that captures attention, offering a memorable presence that resonates and sticks. It’s your way to stand out and be remembered, just like prime-time TV used to allow.

Running YouTube In-Stream Ads via Google Ads

• Access Google Ads: Log into your Google Ads account. Create one if you haven't yet.

• Create a New Campaign: Navigate to the "Campaigns" section, click on it, then press the "+" button to start a new campaign.

• Specify Your Goal: For a wider range of ad format options, create a campaign without a specific goal. This approach allows for greater flexibility in your campaign's setup.

• Choose Ad Format and Subtype: After choosing to create a campaign without a goal, select "Video" as the campaign type. This will automatically set your campaign subtype to "Video views," which is ideal for those aiming to maximize the number of views on their video ads.

• Campaign Details:

• Name Your Campaign: Assign a clear, descriptive name to your campaign for easy tracking and management.

• TargetCPV Bid: Target Cost Per View (CPV) determines how much you're willing to pay each time someone views your ad. Setting an effective CPV bid is crucial for balancing your budget with your desired ad exposure.

• Set Budget and Dates: Choose a daily or total budget for your campaign and set the campaign's duration. This helps manage your advertising spend over time.

• Networks Option: You may want to consider whether to include or exclude "Video Partners on the Display Network." Including them can increase your ad's reach, but because some partner site videos play automatically with sound off, it might not always result in engaged views. Weigh this option based on your campaign goals and budget.

• Geographic Location: Specify the geographic areas where you want your ads to appear. Targeting specific locations ensures your ads are seen by users in areas most relevant to your business.

• Ad Group Naming and Purpose: Ad groups help organize your campaign by grouping together ads with similar target audiences. Naming your ad group helps differentiate between various strategies or themes within your campaign.

• Audience Selection: Use the "Audience" section to target specific segments like homeowners or those actively searching for real estate agents. The "Interests & detailed demographics" option allows you to search for or select these segments directly. Custom audiences can also be created based on Google search behaviors or by using your own data for targeted advertising.

• Your YouTube Video: Insert the link to your YouTube video in the designated box, detailing where viewers will be directed upon clicking your ad. Separate naming for your campaign, ad group, and ad helps in organizing and tracking the performance of each.

• Bidding and Estimations:

• Bid Strategy: Input a Target CPV based on Google's recommendations or start with an initial bid, such as $0.05, if no recommendation is available. This strategy helps you manage the cost per view of your ad.

• Performance Estimations: Monitor the estimates provided in the right-hand sidebar regarding budget use and audience size. Ensuring your ad utilizes most of your budget and reaches a significant portion of your target audience is essential for campaign effectiveness.

Before launching, thoroughly review your campaign settings to ensure they align with your marketing goals. Verify the functionality of all links and the appropriateness of your video content.

After confirming the details, proceed to "Save and Continue" to submit your ad for review. Once approved, your ad will go live according to your specified settings.

Continuously monitor your campaign's performance metrics, such as views, click-through rates, and conversion rates. Regular analysis allows for timely adjustments and optimizations to improve your YouTube in-stream ads' effectiveness.

The bottom line

YouTube In-Stream ads offer cost-effective marketing with 'TrueViews' and unparalleled targeting through Google Ads. It’s time to elevate your brand, captivate your audience, and unlock the full potential of this powerful advertising tool to stay ahead in the competitive world of digital marketing

Taking Charge: 5 Ads to Generate Real Estate Leads Without Third-Party Reliance

Generating your own real estate leads puts you in the driver's seat of your business. Far too many real estate professionals are caught in the cycle of dependency on third-party leads, limiting their potential. Break free from this cycle and take control by setting up and running these 5 proven lead-generating ads.

1. Lead-form “Listing Lists” Ads: Start by creating enticing ads on Meta (Facebook/Instagram) that offer exclusive access to curated property lists. The key is to make the lists relevant – for example, "Top 10 Luxury Homes in [Area]" or "Affordable Homes Under [Price] in [Area]."

Detailed Steps:

• Ad Creation: Open Meta Ads Manager and start a new ad campaign. Select “Lead generation” as your marketing objective.

• Target Audience: Define your target audience based on geographic location and/or other relevant factors.

• Ad Placement and Budget: Choose where your ad will appear on Facebook and Instagram and set your budget.

• Ad Design: Design your ad with engaging visuals and copy that highlights the unique appeal of your property list.

• Lead Form Setup: Click on the “Lead form” section. Choose “New Form” and create a form with fields like name, email, and phone number.

• Custom Questions: Add custom questions if needed, to qualify leads further (e.g., "What is your preferred property type?").

• Privacy Policy: Ensure you have a privacy policy on your website and link it in the form. This step is mandatory for lead forms.

• Completion Steps: Set up a “Thank you” screen that appears after form submission. Include a call-to-action like “See properties,” linking to the specific property list on your website.

• Tracking and Testing: After publishing, monitor the ad’s performance and tweak targeting or creative elements as needed for optimal results.

2. "How we did it" Just-Sold Postcards: Just-sold postcards are more than announcements; they're tools for storytelling. Highlight your unique selling strategies, such as innovative marketing techniques or negotiation skills, with "how we did it" bullet points or seller testimonials.

Distribute these postcards not only to neighbors around your listings but also to your personal network. This approach positions you as a trusted expert and leverages the power of social proof, essential for standing out against competitors.

3. DM Automation Ads: Utilize the “Send Message” CTA in your Meta ads to directly engage with leads. Offer them the same exclusive property lists as in your lead-form ads, but through an interactive chat.


Detailed Steps:

• Ad Setup: In Meta Ads Manager, create a new ad campaign with the objective of “Messages.”

• Choose the Messaging App: Select the messaging app where you want to engage with leads (e.g., Facebook Messenger, Instagram Direct, and/or WhatsApp).

• Ad Creation: Design your ad. Use engaging visuals and copy to entice viewers to use the “Send Message” CTA, such as offering access to exclusive property lists.

• Automation Tool Integration: Set up an account with a chat automation tool like ManyChat or ChatFuel.

• Scripting the Conversation: In your chosen automation tool, script a conversation flow. Start with a welcome message, then guide users to request the property list.

• Data Collection Setup: Include steps in your chat flow to ask for the user's contact information, like email and phone number.

• Linking to Meta: Connect your chat automation tool to your Facebook and/or Instagram account. Ensure the automated chat flow is triggered when someone clicks the “Send Message” CTA on your ad or messages a specific keyword.

• Testing: Before going live, test the chat flow to ensure it works smoothly and collects information effectively.

• Monitoring and Adjustments: After your ad is live, monitor its performance. Make necessary adjustments to the chat script or targeting based on user interactions and feedback.

By meticulously setting up your DM automation ads with a clear conversation flow and data collection strategy, you can efficiently engage leads on Meta platforms and gather valuable first-party information for follow-up and conversion.

4. YouTube Seller Streaming Ads: Create compelling in-stream ads (commercials before or during YouTube videos) to target specific groups like local homeowners, suspected in-market sellers, and real estate decision-makers.


Detailed Steps:

• YouTube Channel: Ensure you have a YouTube channel set up for your business.

• Google Ads Account: Log in to your Google Ads account. If you don’t have one, create it.

• New Video Campaign: Click on the “+ New Campaign” button. Choose “Create a campaign without a goal's guidance.”

• Campaign Type: Select “Video” as the campaign type. Choose a campaign subtype that aligns with your strategy.

• Targeting Setup: In the “People” section of campaign creation, use the Audience Segments feature. Target audiences like “Homeowners,” “Real Estate Agents,” and/or in-market audiences related to real estate purchases.

• Video Preparation: Create a high-quality, engaging video. Ensure it clearly communicates your message and includes a strong call-to-action (CTA), like visiting your website or contacting you for more information.

• Uploading to YouTube: Log in to your YouTube channel. Upload your video as an unlisted video. This ensures it's available for your ad but not publicly listed on your channel.

• Using Video in Google Ads: In your Google Ads account, when creating the ad, you will need to provide the URL of this unlisted YouTube video.

• Bidding Strategy: Choose a bidding strategy based on your campaign goals (e.g., CPV - “Cost Per View”) and follow Google Ads’ guidance/recommendations.

• Budget and Scheduling: Set your daily budget and choose how long you want your ad to run.

• Finalizing and Launching: Review all settings, then click “Create Campaign.”

5. Sign-Call Interceptor Ads: Dynamic Google search ads can intercept potential sign calls. The key is to have your IDX website's listing titles include property addresses, then use these links in your Google Ads.

Detailed Steps:

• Preparation of IDX Website Listings:

  1. Ensure your IDX website's listings include accurate property addresses in its page titles. This is crucial for matching your ads to relevant search queries.

• Creating a Targeted Property List:

  1. Conduct a search on your IDX website for properties you want to target with your ads.

  2. Select properties that align with your marketing goals, such as homes within a specific price range or in a particular area in which you sell regularly.

• Using Google Sheets for Ad Management:

  1. Open a new Google Sheet and list the URLs of the selected properties from your IDX website in column A.

  2. In column B, create custom labels for each property URL. These labels can include descriptors like the property type, neighborhood, or price range. Custom labels will help you organize and segment your ads more effectively in Google Ads.

  3. Ensure the Sheet is clearly organized and labeled, as it will be integral in managing and targeting your ads.

  Linking Google Sheets to Google Ads:

1. In your Google Ads account, go to the “Tools & Settings” menu and select “Business data” under the “Setup” section.

2. Choose to upload a data feed and select Google Sheets as the source. Connect the Sheet you prepared with your property URLs.

3. This integration not only allows Google Ads to dynamically generate ads based on the URLs in your Sheet but also offers the flexibility to add or remove listings as your ad campaign progresses. This feature is particularly useful for keeping your ads up-to-date with current property listings and adjusting your strategy in real-time.

• Setting Up Dynamic Search Ads:

1. In Google Ads, create a new campaign and select “Search” as the campaign type.

2. In the “Settings” section of your new campaign, look for the option to enable Dynamic Search Ads.

3. Choose the option to use your own data set, which will allow you to link your Google Sheet that contains the property URLs.

• Ad Creation and Customization:

1. Develop ad templates with relevant headlines and descriptions. Google will dynamically adjust these based on the search query and the content of the linked URLs.

2. Include calls-to-action that encourage potential leads to contact you or visit your website for more information.

• Budgeting and Bidding:

1. Set your budget according to your marketing plan and based on Google’s estimated performance markers.

2. Choose an appropriate bidding strategy to maximize ad visibility and effectiveness.

• Monitoring and Optimization:

1. Regularly monitor the performance of your ads.

2. Make adjustments to your Google Sheet, ad copy, or bidding strategy based on the ads' performance and conversion rates.

In summary, not relying on third-party leads is pivotal for taking control of your real estate business. The 5 methods mentioned above will empower you to carve your niche, foster growth, and redefine success through self-generated leads.

Gaining the Upper Hand: How to Uncover Your Competitors' Digital Advertising Secrets

In the competitive realm of digital marketing, keeping a close watch on your competitors can provide invaluable insights. One of the most effective ways to gain a competitive edge is by peeking behind the curtain and spying on the ads your competitors are running across the internet. In this blog post, we'll unveil the secret tools and platforms that allow you to do just that.

1. Google and YouTube - adstransparency.google.com

Google and YouTube are global advertising powerhouses. To uncover your competitors' strategies on these platforms, head to adstransparency.google.com.google.com. This tool offers an inside look at a wide range of ads, providing you with a wealth of information on the types of ads currently in circulation.

2. Facebook and Instagram - facebook.com/ads/library

Social media advertising is a force to be reckoned with, and Facebook and Instagram are at the forefront of this revolution. Navigate to facebook.com/ads/library to explore your competitors' ad campaigns. You can search for any Page and uncover details about their active ads, enabling you to dissect their creative strategies, ad formats, and messaging.

3. TikTok - ads.tiktok.com/business/creativecenter/inspiration/topads

TikTok, the hub of short-form video content, has become a dominant force in the digital landscape. When it comes to understanding what's making waves in your industry, TikTok is a goldmine of inspiration. To gain insights into your competitors' TikTok ad strategies and discover what's performing best in your niche, make your way to ads.tiktok.com/business/ads.tiktok.com/business/creativecenter/inspiration/topads/inspiration/topads.

So, as you embark on your journey of digital marketing mastery, remember that in this realm, information truly is power, and the tools are at your disposal to wield it effectively.

How to Target Consumers Looking for “Real Estate Agents” with Google & YouTube Ads

You’ve heard me talk ad nauseam about optimizing your Google Business Profile to rank in Google’s “Map Pack,” a search results section that features the top three businesses optimized for that search. Phrases like “Best Realtor in ____” routinely trigger the Map Pack.

You’ve also heard me talk about how buyers characteristically search for homes, whereas sellers are far more likely to look for the top agent in the marketplace.

You’ve even heard me say that for 85 times web browsers search, “Coffee near me,” 5 folks search, “Realtor near me.” That all spells:  o-p-p-o-r-t-u-n-i-t-y.

Well, get this: Google unveiled a new audience segment in its advertising portal, dubbed “Real Estate Agents” whereby advertisers like you can now opt to target the types of folks running searches like “Best Realtor in ____.”

That said… Looking at the fine print, most of this audience is actively seeking a real estate agent. There's a small subset interested in real estate careers, likely people wanting to join the profession. Despite this, targeting the whole audience is still a smart move.

In terms of the types of ads that’ll stand-out best, I’d opt for YouTube in-stream ads, the commercials that play before, during, and after videos on YouTube, and Google Display Network ads, the square-shaped, tall-and-skinny, header/footer, and pop-up styled banner ads that appear across the web and in various apps.

Be top of mind when it matters most! Here’s how to run these ads:

• Navigate to ads.google.com to open up Google Ads.

• Make sure you're in "Expert Mode" which allows for a full range of customization and advanced settings.

• Initiate a new campaign.

• Select your campaign's objective and decide on the type of ad (such as Video or Display).

• Determine your bid, set the start and end dates, and fill in other basic details for your campaign.

• Specify a geographic boundary where your ads will be eligible to run.

• Under Audience Segments, locate "Search," then look for "Real Estate Agents." Select this option and continue building your ad campaign.

Real Estate Marketing on YouTube: How Skippable In-Stream Ads Can Help You Stand Out and Generate Leads

In the real estate space, you know that building relationships is flat-out essential to your business. What’s more, you wanna be top-of-mind for potential clients and have them view you as the definitive trusted local expert. That's where YouTube’s Skippable In-Stream ads—i.e., the commercials that play before, during, or after YouTube videos—come in as an insanely powerful tool to scale-up your brand. Lemme explain…

Create Top-of-Mind Awareness:

Skippable In-Stream ads allow you to showcase your brand (i.e., Y-O-U!) to your target audience. In terms of targeting an audience, Google Ads has powerful audience segmentation functionality whereby you can target, for instance, homeowners in your town, in-market buyers, folks planning a move, etc. It’s mind-boggling!

By using these ads, you can get “stage time” in front of potential buyers and sellers on repeat! When they're ready to make a move, they'll be more likely to think of you because they've seen your ads repeatedly and feel like they know you. That’s the power of video!

Drive Frequency of Views:

Frequency of views is another significant benefit of Skippable In-Stream ads. As potential clients keep seeing your ads repeatedly, they'll begin to feel more familiar with your brand, and your name will start to stick. In human psychology, that’s known as the Mere-Exposure Effect, a phenomenon whereby customers begin to favor the familiar, so to speak.

Real estate is a know/like/trust, relationship business. The more they see you, the more they'll like you and trust you as an expert in the field. It's an effective way to keep your name in front of potential clients and position yourself as a knowledgeable professional.

Showcase Your Knowledge/Competence:

End of day, customers are ultimately hiring you for your knowledge and skills. Skippable In-Stream ads provide an opportunity to showcase your expertise and build trust with potential clients. So, for instance, create insightful market update videos and then run them as In-Stream ads targeting local homeowners. It’s a way to generate listing appointments over time. Video content like that helps to position you as a knowledgeable professional and thus, creates consideration for your agent-brand.

Monthly market updates, neighborhood tours, and/or advice on buying and selling a home are just a few ideas to get started. When clients see that you know what you're talking about, they'll be more likely to trust you with their real estate needs. Showcase your expertise, stay top-of-mind, and grow your business.

YouTube Shorts are Ranking (and Getting “Evergreen” Views) in YouTube’s Search Results

Vertical Video📱is most definitely on trend:  TikTok videos, Reels on Instagram and Facebook, YouTube Shorts, etc.

One of their perks is a relatively high coefficient for going viral—sometimes tens-of-thousands, hundreds-of-thousands, or even millions of views!

However, that’s not necessarily enough by itself.

Instagram and TikTok, for instance, are working to improve their respective search 🔦tools to give users additional means to discover new videos and content. Otherwise, it’s all up to the feeds.

But YouTube’s already been there and done that 😏.

Lately, in fact, my most viewed videos on YouTube have been Shorts. What’s more, the way in which viewers discovered them was predominantly via YouTube Search. Videos that only get views in a feed, for instance, run their course in about a day-or-two and then essentially vanish without trace. Videos that rank in search results, on the other hand, well—they could last indefinitely. Case in point… my top-viewed Shorts were published over a year ago! 

All that to say: over-index on YouTube Shorts!

6 YouTube SEO Tools for Realtors

#YouTube is more of a ꜱᴇᴀʀᴄʜ-ᴇɴɢɪɴᴇ than a ꜱᴏᴄɪᴀʟ-ɴᴇᴛᴡᴏʀᴋ—meaning, viewers are prone to discover your content in YouTube's search results versus scrolling through feeds, like w/ other social sites.

In a way, it’s as if viewers are literally seeking out your videos:  they’ll watch for longer and tend to demonstrate higher levels of intent/interest concerning your video’s subject-matter (e.g. “real estate in ____”).

On the flip side, though, it’s a lot more competitive to get discovered on YouTube—which is why you need an SEO tool to optimize your uploads for maximum reach and performance.

Swipe through the images to review a short list of services to dial-in your YouTube SEO strategy. (Personally, I use @tubebuddy—there’s a link to it in my bio.)

Who’s putting energy/effort into growing on YouTube in 2022? Comment below ⤵️

Rank Top-of-Page in YouTube Search: The "Queue-Jumper" Campaign

Here’s how to ensure your next video ranks in the top position of YouTube’s search results. I call it, the “Queue-Jumper”—as in, “cutting the line” to outrank competing videos that might normally show above yours in a given YouTube search.

For example, imagine making a video titled, “Pros and cons of moving to _____,” for instance. Odds are, a bunch of other related videos with more SEO-juice than yours are probably holding the top-ranked positions in the search results. And the trouble is, if your video doesn’t rank on the first page of results, then, for all intents and purposes, it’s invisible.

Now, before continuing on, this is a tactic intended for a fully-optimized video uploaded to your channel from which you’re expecting (or hoping for) strong organic performance — as in, lots of views for an extended period of time. And by optimized, I mean (at minimum) (A) keywords in the title, (B) tags to support those keywords, and (C) a super-clickable thumbnail.

I’ve said it before:  YouTube is a search engine; not a social network. So—YouTube 101—the fundamental objective is to identify the search terms and phrases used by would-be customers and to then make videos to supply their searches. It’s a simple concept.

To conduct YouTube keyword research, try using a tool like TubeBuddy, MorningFa.me, or vidIQ, for instance.

**Sidebar:  I’ve compiled a list of 15 Search-Ready Real Estate Videos Titles for YouTube. Click HERE to download.**

Unfortunately, as I said before, ranking is easier said than done — especially when you’re up against more established creators. And if your video isn’t near the top of the search results, it’ll flounder and struggle to get views—which is, of course, the entire point.

Despite all that, however—if you want to elude the algorithm—then consider running a YouTube Video Discovery ad. Here are step-by-step instructions:

1. Visit ads.google.com to get started.

2. Click to begin a “New Campaign.”

3. Choose a goal—whatever you want.

4. Under “Campaign Type,” select “Video.”

5. Tap “Next” to continue.

6. Name your Campaign and disable all network placements except for YouTube Search Results.

7. Set your bid, budget, and start/end dates for your ad.

8. Navigate to the “Keywords” box. Enter the keywords (i.e., the search phrases) you want your video to rank on!
   **Heads up: this is the main ingredient of the tactic!**

9. Finally, copy-and-paste the link (from YouTube) to your designated video and press GO!

Presto! Rank top-of-page, get views, and build your brand — with YouTube video discovery ads!

4 YouTube (TrueView) Ads for Realtors to Run in 2021

YouTube is an ideal advertising platform. Here’s why:

1. It’s the second-most popular website on the planet 🌎—runner-up to its parent company, Google. What’s more, by extension, it’s also the second-most utilized search engine here, there, or anywhere.

2. Amongst video-streaming apps and sites, it holds the top-spot by a sizable margin in terms of total watch-time. You might’ve heard TikTok recently unseated it, which isn’t actually the case. TikTok is indeed number-one in terms average watch-time per user—however, YouTube has considerably more users.

3. YouTube is a more of a search-engine than a social-network. On social platforms, for instance, users are conditioned to scroll (mindlessly, on occasion). On YouTube, however, users are accustomed to search for content of a specific type or topic, which demonstrates intent. From an advertising and targeting standpoint, intent is everything!

Whether you’re looking to build-up brand-awareness, grow an audience, or generate leads, YouTube ads are a definite way to go!

Exploring Different Types of YouTube Ads

YouTube provides numerous different advertising products:  e.g. in-stream ads, in-feed ads, display, overlay, and more.

Some ad formats are created in Google Ads (formerly known as, AdWords) whereas others are placed on a reservation basis through a Google sales representative.

This video/article covers in-stream and in-feed video ads, dubbed, “TrueView” YouTube ads—which are made in Google Ads. 

The term, “TrueView,” refers to the length of time a viewer watches a specified video. For example, the viewer must watch the subject video ad for a minimum of 30 seconds. If the full video ad is less than 30 seconds long, the viewer must watch the video in its entirety. If they don’t, it’s not a TrueView, and thus, it doesn’t count against your ad-spend.

And remember, because it’s a video ad, your viewers aren’t just random people; they’re your target audience (based on your campaign settings).

There are two distinct types of “TrueView,” YouTube ads:

1. In-Stream: the, quote-unquote, “commercials” that play before, during, or after a video on YouTube. If you’re a frequent YouTube viewer, you might’ve noticed varying subtypes of in-stream ads.

   • Skippable - presents viewer with a “skip ad” option after five seconds elapses. Don’t forget, a TrueView requires a viewer to watch at least 30 seconds or the duration of a video ad or the advertiser isn’t charged.

   • Nonskippable - up-to 15-second videos in which the viewer has no option to skip. Every view would count as a TrueView seeing as how the viewer must watch from start-to-end.

   • Bumper - same as the nonskippable format but only up to six seconds long.

2. Video Discovery: when you see a promoted video in search results, recommended alongside related videos, or displayed on the Home Feed.

Considering YouTube’s Video-Discovery Algorithm

Before rushing into ad creation, keep in mind, a YouTube ad is simply a promotion of a natively uploaded video that lives on your Channel. That means the paid performance of the video and its organic performance are inextricably linked. In other words, an ad could potentially damage your video’s organic performance. Here’s how:

The YouTube algorithm runs off of two primary variables: A. Watch-Time and B. Click-Through Rate (CTR).

WATCH TIME:

Watch Time is what it sounds like:  the average amount of time viewers spend watching your video. The longer your video’s average watch-time, from YouTube’s POV, the greater its relevance to a designated topic—which means, increased distribution (e.g. search results, feeds, etc.).

CLICK-THROUGH RATE:

The Click-Through Rate means that when a prospective viewer is shown your video (in search results, as a recommended next video, or in YouTube’s browse features), YouTube monitors how often viewers click to watch. If they do, that signals YouTube to keep distributing your video far and wide. If they don’t click, then YouTube holds your video back, pure and simple.

Your video’s thumbnail (i.e., the preview image attached to the upload) and its title are the top influencing factors of its CTR.

**CLCK HERE TO LEARN MORE ABOUT THE YOUTUBE ALGORITHM**

So think about this:  if you upload a video to your Channel and then run it, for instance, as a skippable in-stream ad—and then, as the campaign runs, its viewers hit the “Skip-Ad” button time-and-again—from an SEO standpoint, you’re literally tanking your video’s hopes of organic performance.

My thought is, if your video is time-bound—meaning, its content will become irrelevant or outdated quickly, then run it as an ad. On the other hand, if the video is considered timeless, then you may be better off to let it be and see what comes of it organically. 

(Step-by-Step) YouTube Ad-Campaigns for REALTORS®

Today’s video training demonstrates four (4) different YouTube ads, outlined below. Watch the video to for step-by-step instructions!

1. Just-Listed Video Ad Campaign

   • Description: upload your next listing video to YouTube to utilize as an ad. Include a clickable thumbnail.

   • Ad-Format: skippable in-stream

   • Audience-Targeting: homeowners + purchasing a home soon + in-market for residential properties, located in your defined geographic area.

2. Home Valuation Video Ad Campaign

   • Description: record and upload a video offering homeowners an instant home-price estimate; briefly speak of local market conditions and home-value appreciation.

   • Ad-Format: skippable in-stream

   • Audience-Targeting: homeowners located in your defined geographic area.

3. Local Market Update Video Ad Campaign

   • Description: upload/ a market video explaining nothing but the facts specific to your area’s housing market. Repeat process monthly.

   • Ad-Format: skippable in-stream

   • Audience-Targeting: homeowners located in your defined geographic area.

4. The “Queue-Jumper” Video Ad Campaign

   • Description: promote a video intended to perform organically (over time) to rank top-of-page in YouTube search results.

   • Ad-Format: video discovery; YouTube search results only (disable Video partners on the Display Network and YouTube Videos)

   • Audience-Targeting: keywords specific to your video’s topic.

Watch the video, get the training, and take advantage of YouTube ads to promote and grow your business!

Using TubeBuddy’s Keyword Explorer to Search-Optimize Your YouTube Video Titles

YouTube has a major advantage over other social platforms:  SEARCH. And that’s no surprise seeing as how it’s owned by the top-dog of all-things search, Google.

What’s more, Google and YouTube are the most popular websites on the entire planet 🌎—meaning, there’s an abundance of opportunity for viewers to discover your videos.

But the thing is, there’s a LOT of content (i.e., competition) on YouTube—so ranking on certain keywords or search phrases isn’t without difficulty. That’s why tools like TubeBuddy are so important.

If you go to review your YouTube channel’s analytics, I’ll betcha YouTube Search is a big slice of your “viewership pie.” To find out:

• Go to Studio.YouTube.com

• Tap “Analytics” on the lefthand sidebar

• Select “Reach” listed along the top menu.

Once that section loads, scroll down and review the box titled, “Traffic Source Types.” Chances are, YouTube Search is high on the list—and if it isn’t—well, then, opportunity awaits!

Mechanics of YouTube SEO

From an SEO standpoint, YouTube lists results (i.e., videos) by order of relevance to the user’s search phrase. That means, just like Google, it’s all about keywords—specifically, the keyword(s) in your video’s title. Video tags and descriptions help too, but the primary variable is a video’s title.

So, in terms of getting your video to rank, it’s mission critical to search-optimize your video titles. To do so, you’ll need a tool like TubeBuddy, which, to utilize all the bells-and-whistles, will require a paid membership.

TubeBuddy is a browser extension/plugin that integrates directly within YouTube’s website. It works on Chrome, Firefox, or Edge.

(Looking for more content on building your YouTube Channel, click here.)

To identify your keywords, which, what I mean is, to select the most advantageous phrasing of your video’s title, you’ll use TubeBuddy’s “Keyword Explorer” tool.

For example, enter a keyword (that is, a short phrase) like “Chicago real estate”—which scores a lousy 37 out of 100 in terms of its optimization. If that was your video’s title, it’d most likely end up buried on like page 90 of the search results. In other words, nobody would ever see it!

And it’d be because, with that particular keyword, for instance, though there’s quite a bit of search volume, there are simply too many other videos using the same keyword.

Notwithstanding, if you tap either “YouTube” or “Video Topics” in the “Related Searches” box, you’ll find alternative phrasing choices. For instance, tap the “real estate in Chicago” topic, which is a variation of our keyword, and, just like that, your optimization score shoots up to 66.

Over time, as you upload one optimized video after another, you’ll grow your YouTube channel’s authority, putting you on the path of YouTube Search domination.

Download My FREE GUIDE for 15 Search-Ready Real Estate Videos.

Building a YouTube Channel (for Real Estate)

Building a YouTube Channel (for Real Estate 🏡) - w/ @KenPozek 🎯

I’ve said it before: YouTube’s is more of a search engine than a social network. In today’s conversation, I talked w/ #YouTube all-star, @KenPozek on the ins-and-outs of growing a thriving Channel that (actually) generates business!

Today, we talked through:

1. Techniques to gain subscribers
2. When to run YT ads (and when not to)
3. Optimal video duration
4. YouTube Live-streaming
5. YouTube’s algorithm: clickthrough rate + watch time

Whether you’re contemplating a YouTube Channel, already doing it, or need to change-up your strategy, don’t miss this conversation!

YouTube In-Stream Ads VS Organic Upload?

Does running an 𝑰𝒏-𝑺𝒕𝒓𝒆𝒂𝒎 𝒀𝒐𝒖𝑻𝒖𝒃𝒆 𝒂𝒅 damage or impede the future “organic” performance of an uploaded video? Answer: most likely.

YouTube excels at presenting streamers with videos to watch that it thinks they might be interested in, which is why it’s so critical to optimize your uploads accordingly.

Ultimately, YouTube’s algorithm considers two (2) principal factors: A. Click-Through Rate (CTR) and B. Watch Time (aka, “Audience Retention”).

🅰️ CTR means that when a prospective viewer is shown your video—in a YT search, as a recommended video, or somewhere on YouTube’s homepage, for example—YouTube checks how often viewers click to watch. The more clicks, the better (algorithmically speaking).

🅱️ Watch Time refers to the aggregated time viewers spend watching a video. The longer viewers watch a the video, the better its performance.

With, especially, “Skippable” In-Stream ads (far more cost-effective ad formats than “Non-Skippable,” just FYI), the viewer is given an option to “SKIP AD” after 5 seconds, which, if clicked, ultimately hurts your vid’s CTR. While YouTube analyzes the traffic source of the view—that is, how the viewer found your video (e.g. search, browse features, or via an ad)—whether it was paid or organic doesn’t technically matter from an algorithmic standpoint.

Granted, if your ad’s watch-retention is off-the-charts good, then (theoretically) it shouldn’t be a problem. That’s just not the norm.

Notwithstanding, it’s worth noting that some experts have suggested that videos utilized ads essentially give up the possibility of organic performance over time. In other words, once YouTube learns your willing to pay for performance, then, in a manner of speaking, 𝚝𝚑𝚎 𝚐𝚒𝚐 𝚒𝚜 𝚞𝚙.

My thought is, if the video is TIME-BOUND, like a monthly market update, for instance, then its hopes of organic performance over time are nonexistent anyhow due to the short-lived nature of its content. So use it for an ad! On the other hand, if the video is TIMELESS, think twice before you run it as an ad.

What's Considered a VIEW?—on TikTok, IG Reels, IGTV, Facebook, YouTube, and other platforms!

What counts as a VIEW⁉️ It depends on the platform that’s measuring. Here’s a breakdown:

1️⃣ TikTok: a view is basically an impression—meaning, the very millisecond ⏱ your video starts to play, it’s counted as a view. In addition, the platform counts repeated views 🔂.

So if the the video loops, for instance, it counts every single time. One caveat, though: watching your own videos won’t be counted.

2️⃣ Instagram Reels apply the same measures as TikTok, only, in Instagram, watching your own Reels actually influences the view count 🧐.

3️⃣ Instagram + IGTV: a view is counted after a video autoplays for 3 seconds (consecutively). What’s more, replays don’t count—i.e., the same viewer watching a video over-and-over (or at least 3-second chunks of it).

4️⃣ Facebook operates by the same rules/measures a Instagram (and IGTV).

5️⃣ LinkedIn: my video says 2-seconds (and so does the rest of the web when you research the topic). However, when I uploaded my last video to LinkedIn, it looks as if they’ve upped it to 3-seconds to match-up with Facebook and Instagram.

6️⃣ YouTube counts a view after 30-seconds of continuous viewing and only when the viewer elects to play the video (no autoplay trickery). What’s more, YouTube implants methods for determining whether replays should or shouldn’t be counted and limits the number or qualified replays eligible to be counted per day. If a video is fewer than 30 seconds in duration, at least 11 seconds must be watched 👀. Craziest part of all: when YouTube videos crossover 301 views, they undergo a manual review process to check the legitimacy of the views. YouTube doesn’t want flukes or fakes affecting its algorithms.
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Bottom line: a “view” isn’t a standardized unit of measurement 📐. As you compare and evaluate the performance of your videos across the web, keep these differences in mind. A 100 views on YouTube, for instance, could be the equivalent of thousands someplace else.

How to Grow a YouTube Channel (That Attracts Business) with Andrew Kan | Marketing Stream 🎙 003

For any established/aspiring YouTuber, the TubeBuddy browser extension is a downright must to optimize and grow your channel. In today’s episode of #MarketingStream, I’m talking with TubeBuddy Creative Director, Andrew Kan -- YouTube SEO and optimization expert.

(⚠️𝗪𝗔𝗥𝗡𝗜𝗡𝗚:  this episode is nonstop with actionable takeaways!)

YouTube is a different type of social platform. In fact, it’s less of a social network and more of a search engine. (No surprise given that it’s owned by Google.)

Now, the trouble with social sites like Facebook or Instagram is that your content is here today, gone tomorrow. To that end, I was recently asked to explain why one should even bother posting to their Stories, for instance, when that content automatically disappears after just 24 hours. Fair question! But based on that, I replied, what’s the benefit of posting any content to your Feeds or otherwise since it’ll only circulate (algorithmically) for maybe 48 to 72 hours once published?

My point isn’t to make you question the efficacy of creating or sharing social content (far from it!); it’s to showcase how YouTube is different.

Imagine publishing a video that amasses hundreds (or thousands) of views month-after-month, only gaining in popularity as time elapses! And, what’s more, consider that for all those views (like clockwork 🕰) a certain percentage of onlookers will inevitably inquire about your business services. Yup—you heard right!

So grab your notes 📋 and strap in for 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗲𝗮𝗺, 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝟬𝟬𝟯.

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[VIDEO] YouTube In-Stream Ads for Real Estate Agents: Step-by-Step Guide to Attract Listings in Your Market

Let’s talk to you about how to attract listings in your marketplace using YouTube In-Stream Ads!

I’ll put it like this:  YouTube In-Stream Ads are what Facebook Boosted Posts were when initially released. My point is you’re gonna want to take advantage of ‘em!

YouTube In-Stream Ads are essentially commercials that play before, during, or after a selected video on YouTube.

Additionally, there are a few different ad subtypes:

• Skippable: the viewer has an option to skip the ad after five seconds. This format utilizes a CPV (cost-per-view) bid strategy so the advertiser only pays when a viewer watches 30 seconds of the video (or the full duration if it's shorter than 30 seconds) or interacts with the video (e.g. clicks a link).

• Non-Skippable: the ad may not exceed 15 seconds and doesn’t provide the viewer an option to skip. This type utilizes a CPM (cost-per-thousand impressions) bid strategy and so the advertiser pays whenever the ad is shown regardless of how long its viewed.

• Bumper: same as the Non-Skippable variation except that the ad is limited to a max of 6 seconds.

From a strategy standpoint this training centers around LISTING ATTRACTION 🏡. A couple of months back I did a livestream with Tom Ferry business coach, David Caldwell, during which we discussed how he’s been publishing simple Market Update Videos once-a-month and targeting homeowners in his local marketplace using skippable in-stream ads.
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The 10-minute video above presents a STEP-BY-STEP TUTORIAL on how to run these campaigns—screen sharing, examples, and all.

Please note, the training assumes you’ve already setup a Google advertising account. What’s more, I’m working in Google Ads “expert” mode, not “express” (a.k.a. “smart”) mode. Here’s how to swap, just in case.

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Back on topic:  David runs each ad for 30 consecutive days at $5 a day and, on average, he’s paying between $0.02 and $0.04 a view. And it isn’t just David—it’s been the same for many of his personal coaching clients as well as several of mine. Now here’s the punchline:  whenever David’s cumulative views tally-up to 20,000—like clockwork—his phone rings with a “Come-List-Me!” 🏡 call. If you do the math that’s basically $400 to $800 per listing.

Sounds good to me! We (desperately) need the listings, friends! Perhaps you caught the WSJ’s recent report that there are currently fewer homes for sale in the US than there are licensed real estate agents 😳. Granted, it’s typically not too far off of that figure in normal markets—that’s just a headline. Notwithstanding, inventory is significantly lower this year, no ifs, ands, or buts about it.

Also, consider that most homeowners rely on regional or national news outlets to learn about what’s happening in their local real estate markets. Nope—not gonna cut it! Personally, I believe it’s incumbent on agents to act as “knowledge brokers” at a hyperlocal level.

Why else would you suppose David’s phone rings every 20,000 views? Certainly, I could wager it’s just a matter branding and positioning—homeowners keep seeing David’s face, he seems competent, and, because he’s top-of-mind at the right time, they dial his number.

Far more than that, however, I think it boils down to the value of the information he’s providing. Frankly, how could it be anything else when viewers elect to watch 80% of a video advertisement they could’ve skipped ⏭ after the first five seconds? It’s because the information matters to them! Otherwise, how’s a prospective seller supposed to make an informed choice about whether or not to list, when to time it, or how to navigate through local conditions and competition? My advice:  supply the info; be the knowledge broker.
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Please leave a comment, and/or tag a friend or peer who might also benefit from this training. Additionally, if there are other topics you’d like for me to build a training to support, please let me know 😃

Repurpose your IG Reels as YouTube #Shorts

#𝗬𝗼𝘂𝘁𝘂𝗯𝗲𝗦𝗵𝗼𝗿𝘁𝘀 (currently beta-testing in India) is YouTube’s short-form video creation tool, similar to 𝙄𝙣𝙨𝙩𝙖𝙜𝙧𝙖𝙢 𝙍𝙚𝙚𝙡𝙨 or 𝙏𝙞𝙠𝙏𝙤𝙠. Simply put, they’re multi-clip, < 60-second, vertical videos designed exclusively for YouTube’s mobile experience (so not desktop). However, because the product is only in beta, there’s no in-app tool to build these vids. So, for the time being — repurpose your IG Reels! All you have to do is add “#Short” to the end of your title when uploading the video to YouTube. YouTube will auto-recognize it as a Short and distribute accordingly. And the view-counts on these are nothing 𝘴𝘩𝘰𝘳𝘵 (see what I did there 😛) of spectacular. Perhaps you’ve noticed YouTube’s mobile Home Feed has added a “shelf” that scrolls right-to-left chalked full of short, vertical videos: #𝗦𝗵𝗼𝗿𝘁𝘀. It could be your next video!

Be advised, there’s no way to customize the thumbnail/cover-image. Also, you can add a section for these “Short videos” to your Channel’s home page via YouTube Studio. Remember, though, it’ll only be viewable on mobile. Last thing: if you use IG music, you’re not going to have an option to save the video to your camera-roll, as that’d be a licensing violation. It needs to be original audio.