When I started running ads for Ezra, he'd profitably spent over $16 million to date on Facebook while spending a whopping $0 on YouTube.
You might be wondering, "If Facebook is performing so well, why bother with YouTube?"
It's because Ezra knew that relying on 1 revenue channel was super dangerous. If his Facebook ad account got shut down, he could lose his business.
He also knew that the solution to his problem was to diversify his traffic sources. That way, if anything happened to his ad account or if his sales took a massive hit from a platform or algorithm update, he would have a secondary revenue channel to rely on while he figured things out.
This is like insurance for your brand — except instead of paying for it, it pays you! — and it's something every business owner should have, otherwise you're just one misfortune away from going bust.
Okay, that makes the next question, "Why YouTube?"
Why YouTube is the Perfect Secondary Sales Channel
Out of all the other sales channels out there — Google, Amazon, TikTok — why did Ezra choose to invest in YouTube to scale his Facebook ads, and why do I think you should, too?
To start with, YouTube has 2 billion active users. More 18–34 year olds watch YouTube than network cable, and it's the world's 2nd largest search engine after Google and the 2nd most visited site on the Internet. (You want scale? I'll give you scale!)
But this platform isn't just for streaming and search...
80% of shoppers say they use YouTube in their buying decisions, and 1/3 of shoppers say they've purchased products they discovered on YouTube. On top of that, YouTube gives you all of Google's user data, making it the biggest customer pool on the planet!
The bottom line? This is a real shopping platform!
(Plus, there's a secret ad type that's perfect for driving cheap conversions. I'll show you what it is and how to use it later in the article.)
So why isn't every marketer and business owner investing in YouTube right now? The truth is, most people don't know how.
What Most People Get Wrong About YouTube Ads
If you've ever heard someone say that YouTube ads "just don't work" or they "can't scale," it's probably because that person was doing one of the following:
❌ They didn't start with the right ad
❌ They didn't understand YouTube ad creative
❌ They weren't using the right ad types and audiences types
❌ They weren't tracking the right metrics for optimization
But don't worry, that's why I wrote this article — to help you avoid these mistakes so you can jump on this massive opportunity.
So let's start from the top.