Top-of-the-Funnel Marketing for Successful Lead Generation Ads | Lead Generation 101 Part 5​​

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We've stayed away a lot from YouTube at top of funnel just because

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with performance agencies and not having a good attribution model for things,

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it's been a little more difficult to run those because you have to kind of have

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a client say, Yes, I see a terrible cpa.

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I trust you.

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You're bottom of funnel is, I have it this.

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Established need, and I know the product that I need, I just

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don't know where to buy it from.

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That's bottom of the funnel in my opinion.

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You can use YouTube for absolutely for both.

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YouTube is gonna be a little bit better at the top of funnel.

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All right.

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Now last topic is how to leverage more top funnel mediums for lead generation.

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Do we use YouTube for top funnel bottle funnel?

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Uh, What to do if YouTube is bringing spa leads?

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Do we need to have a CRM for this or not?

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For multi-touch niches, heavy remarketing, Is it worth it to run DSP display

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remarketing for low cost services?

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So a lot to unpack here.

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We've stayed away a lot from YouTube and top of funnel just because with

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performance agencies and not having a good attribution model for things, it's been a

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little more difficult to run those because you have to kind of have a client say,

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Yes, I see a terrible cpa, I trust you.

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So we've usually been scaling bomb the funnel because there's usually more

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traffic there than what the client would have budget for 10 grand per

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month, like at bottom of the funnel.

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Pretty much anything that's within an established industry like shoes, you

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can spend $10,000 a month on pretty much anything instead of Google.

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That's bottom of the funnel.

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do we use YouTube for top of the funnel and bottom of the funnel?

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or for Bob phone?

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You can use YouTube for absolutely for both.

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YouTube is gonna be a little bit better at the top of funnel now.

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there's a paradigm here that I want to explain that everyone should grasp

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bottom of the funnel on top of the funnel when talking about e-commerce

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is much different than what I think people reference being top of.

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Which the stupidest thing I've ever said.

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I'm trying to paraphrase this.

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I'll give you a good example.

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You can go after a cold audience and show them a product.

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have, let's actually have fun thing here.

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If you're going after a top of funnel audience, let's say people who.

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Actually use an example I did this morning on a big training call that took

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an hour with one of our largest clients.

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If you had a YouTube video about,

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let's say a dog toothbrush have a doggie toothbrush and you're going after who are.

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In a life event of recently added dog to the household.

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Is that top of funnel or is that bottom of the funnel?

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Then everyone put in chat.

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What do you think a YouTube video add about a doggy toothbrush to a cold

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traffic audience of a person who just got a dog added to their household?

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Is that top of funnel or is that bottom of the funnel?

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Please chat.

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I'd love to see everyone's responses.

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Its almost says middle of the funnel.

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We have different opinions here.

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Andrew t says, bottom of the funnel.

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Bottom, Melissa as well.

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Tres.

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Jeremy says Middle of the funnel.

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Tim, also middle.

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So it's crazy.

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Very . Very, very, very, very, very really crazy, isn't it?

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I know.

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it's a life event audience for sure, right?

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Mm-hmm.

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. So top of funnel, Aspe says, Then bottom of the funnel haptics says . I love this.

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This is exactly what we just had a conversation about this morning,

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and I'll give you my opinion and you let me know if this makes sense.

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I'm not saying that this is the right way, but this is how we have to think

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because you chose a product, it is pure bottom of the funnel period.

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You've added a dog to the household and you're a cold traffic audience.

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And I was like, Need a toothbrush and.

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I don't need a toothbrush.

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Why would you ask me if I needed a toothbrush for my dog?

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Top of funnel, in my opinion, would be, When does dogs suffer from tooth decay?

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At what age?

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That's top of funnel.

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This is not a glitch.

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I'm interrupting the video you're watching because I need to remind

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you that I'm always looking for people to join our team.

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So if you're passionate about Google Ads and you wanna work with the best

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Google Ads agency on the planet, please go to so late.com/apply.

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Speaking of working with the best Google Ads agency on the planet, if you're

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having trouble with Google Ads and you want professional, That's what we do.

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You can go to so late.com, that's s o l eight.com to apply for your

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free, no obligation action plan.

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And if I've given you any level of value at all, maybe think about giving me a

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thumbs up and subscribe to your channel.

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That's how we juice the YouTube algorithm so they actually know

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that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions,

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hit me below in the comments.

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And now back to your regularly scheduled.

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Because top of funnels, you're at bottom of the funnel is I haven't established

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need and I know the product that I need.

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I just don't know where to buy it from.

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That's the bottom of the funnel in my opinion.

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middle of the funnel is, my dog has bad breath his teeth look a little grimy.

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I don't know how to solve that.

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That would be the middle of the funnel, top of funnel is I have a dog and.

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I don't know if I would need a toothbrush.

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that's not something I've ever thought about.

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So to show a product to a person who is a top of funnel cold traffic

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audience, but show them a bottle of funnel that's toothbrush is $6 99 cents.

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Do you want it?

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Exactly.

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So when we're talking about how to use YouTube, the content and the ad is

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actually more important than the audience.

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Your content actually is what dictates the funnel.

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It's not the.

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If you have a dog, you have a 13 year old dog that needs the toothbrush

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yesterday and you have a puppy that's probably doesn't need to

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brush the teeth for at least a year.

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So your content delivering to that audience is going to dictate what portion

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of the funnel you are assuming they're in.

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And because you chose a product, you cannot go top a funnel.

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That's my opinion, because they're gonna make a binary decision.

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You want toothbrush?

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No.

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You want toothbrush?

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Yes.

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Perfect.

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The people that are in the bottom of the funnel will buy.

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People that are in the top middle will not.

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So that's what's kind of interesting about this is when we use YouTube for

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top of funnel or bottom of the funnel.

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Yes.

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. Now where we can align our content with their buying cycle is when it becomes

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top of funnel and bottom of the funnel.

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Recently at a dog to the household, have you thought about your dog's

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oral, healthcare top funnel top?

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I have a dog.

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I don't know what age it is.

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Is it a puppy?

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Is it a senior dog?

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Is it a shelter?

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Is it a person that Cares for senior dogs?

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Yes, all of those are true.

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If I engage them on the bottom of the funnel, I'll be right.

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If I gauge them on the top of the funnel, I'll also be right.

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But your measuring of it is, I have a person that is recently had a dog at

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the household, and I'm talking about how they have tooth decay after that portion.

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That's where it goes.

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Offline funnel, I guess I would say, or off ad funnel, like, hey, here,

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download this pdf as to what to look for and signs of tooth decay and

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gingivitis and, whatever it may be.

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Do you see yellow?

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Do the gum Is a bad breath?

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are they stopping chewing on things?

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Do they ever yelp while we're eating?

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Uh, Do they eat less?

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Like all those things now I'm, I'm now working them down the funnel and

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that could be happened offline and you can use YouTube to scale that to the.

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Easy.

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I'm bringing in 10,000 people a month for five grand that are all downloading this,

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that are done going through my funnel, Bottom of the funnel, that same thing,

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people who have searched recently on Google for best doggie toothbrush.

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Best toothbrush for dogs, dog toothbrush for decay gingivitis, toothbrush for dogs.

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That's bottom of the funnel.

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They've indicated that they're at the bottom of the funnel.

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I'm like, Hey, do you want my toothbrush?

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That works.

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So matching the activity that they have online with your content is where we

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would use that, but top of funnel and bottom funnel can work absolutely well,.

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But how you measure it is going to be important.

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I like YouTube for more top of funnel or more mass marketing.

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It works much better for that when we spend three grand a day on YouTube for

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ourselves, and I am going to, Do you have anything to do with Google ads?

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Like our content is so far and why It's for everybody.

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Are you just starting out and you're a business owner?

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Hire us.

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do you have a million dollars a month in ad spend and you hate your agency hire?

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a, it's an omni funnel marketing strategy, and we're using it on YouTube because

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there's so many people out there.

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So bottom of the funnel, on top of the funnel, my opinion is take a hard

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look at what you would consider to be top and, middle and bottom of the

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funnel and know that you're matching their sales cycle with your messaging.

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You're not saying, Oh, cold traffic must be top of funnel.

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It's not.

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You choose a product, you immediately place yourself out of the funnel

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because they're gonna binary decide if they need that toothbrush or not.

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But my preference is top of.

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Larger audiences, low barrier to entry offer, that's usually

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YouTube is gonna be best for.

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And then remarketing.

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Remarketing is so bottom of the funnel.

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It's post funnel.

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It's almost like I've missed the funnel and I'm trying to bring them back.

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. So YouTube remarketing works absolutely well, middle and bottom of the

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funnel, not really top of the funnel.