His clients call him “The Youtube ads guy.” He has overseen $22.2 million in ad spend over the last 12 months alone. Now on The Business of You, Youtube ad expert Tom Breeze is sharing some of his time-tested marketing secrets with us!

Tom is the Creator and Founder of multiple brands: YouTube ad agency Viewability, and Bidurk, a YouTube content analysis software that helps you create better videos and grow your audience online. 

Viewability is an innovative, world-leading YouTube ad agency that partners with companies selling digital products to get reliable, profitable customers at scale. With over a decade of Youtube advertising experience, Tom and his team at Viewability have successfully cracked the formula for advertising on YouTube. Viewability is a performance-based agency, which means they only get paid when they get results. 

Tom Breeze worked to develop Bidurk, a new tool that scans an entire Youtube channel to identify areas for growth and opportunity. After identifying that Youtube channel creators were spending too much time desperately trying to grow their following, Tom realized that he had a way to increase results, decrease time spent and massively impact leads. Bidurk expedites the process of growing a Youtube channel by providing data and insight. 

Recently, Tom launched an exclusive, performance-based YouTube advertising club, Ad Buyers Club, where he shares bespoke advice with his members and gives them access to his entire expert team and network of contacts. Additionally, Tom Breeze is the Author of Viewability: Harness the Power of Youtube Ads and Show Up for Your Customer. He speaks passionately at conferences and conventions worldwide.

Educated at the University of Leeds (UK), Tom achieved a Bachelor of Psychology degree and then continued his education at University of Surrey (UK) where he was awarded his Master of Psychology degree. After running several successful companies in the fields of presentation skills training, video marketing and online marketing, Tom specialized in the field of video advertising. 

Be willing to take big risks

When Tom began running Youtube ads, he saw big opportunity. He also knew that he was willing to take big risks. 

Tom promised his client that he would cover the cost of his ad spend – if the client would pay him for results. After negotiating a dollar amount per lead, Tom got to work. When the numbers came back, everyone was happy. 

With his first major campaign, Tom made a 5x return on his investment and his client was raking in new leads. By willing to bet on himself, Tom had successfully proven what he was capable of. Even now, a decade later, Tom and his team at Viewability cover the ad spend of their clients – knowing that the results will create major profit. 

The five A’s of Youtube advertising

Youtube advertising is often seen as complicated, and entrepreneurs are frequently intimidated. But as Tom explains it, all you need are the five A’s.

Tom lists Audience, Ads, Acquisition, Accounts and Attitude as the secrets to great Youtube advertising. Audience means that there is already an audience on Youtube – as in, people are there for the content you are offering already. While you can build or attract an audience, advertising is much easier when this infrastructure exists. Ask yourself – are people on Youtube searching for the content you want to create? 

In the five A’s of Youtube marketing, Ads is defined as the client’s own ability to create good ads. Tom and his team at Viewability specifically work with clients who are good on camera and confidently speak about their offerings. Having a great personality on video is more likely to resonate with the right viewers, increasing the ad’s likelihood to succeed. Acquisition refers to how you attract leads in your marketing funnel, and the quality of your offering. Is your offer converting?

While anyone can get started advertising on Youtube, Tom acknowledges that prior ad data is a huge help. The fourth A stands for Accounts – and the supply of advertising data you can pull from to craft a profitable Youtube ad. What advertising have you done in the past and what did you learn about your audience? When it comes to advertising on the Youtube platform, being specific about your audience’s behavior can pay off big time. 

Lastly, Tom names the last A as Attitude – because a healthy attitude towards marketing can make or break your success. When working with his clients, Tom and his team assess their attitude and expectations. What is their company’s objective? What are their current goals? Do they have a flexible and resilient mindset?

If you’re curious about scaling your business with consistent, profitable Youtube ads, this episode is for you.

Quotes

“I wouldn’t say I’m the cleverest person but I work hard. I’ll outwork most people. If I find something interesting, I go deeper and deeper to find out more about that subject matter… sometimes, to the point where I go too deep.”

“I’m quite happy with high risk. As long as the opportunity’s big.”

“With advertising, I find that the rules can change month to month. It’s easier to keep on top of that for one client – it’s harder to do that with lots of clients.”

“The five things I look for when running a good Youtube ad are: They have to have a good audience already on the Youtube platform. The second thing is ads – can the clients create good ads? Then there is acquisition – saying, do you have a funnel? Is there a good offer that converts? Then you have the account – your ad account and how it is working, if you have results already. The fifth is your attitude – what the client is demanding, or wanting.”

“Youtube consumers are looking for information or entertainment. Think of what the audience would be typing in.”

“If you have a personality in a video, those people can educate and give value really effectively.”

“How you get started on Youtube is really, really important. Go and create really good content.”

“The whole idea is to amplify what you’re already doing on Youtube – identifying what content already works for you, and get in front of more and more people.”

Links mentioned in this episode:

Podcast Resources

Visit the website for Viewability at https://viewability.co/ 

Check out Bidurk at https://www.bidurk.com/home 

Connect with Tom directly on LinkedIn at https://www.linkedin.com/in/tombreeze/ 

Find Tom on Facebook at https://en-gb.facebook.com/TomBreezeOfficial 

Buy Tom’s book Viewability: Harness the Power of Youtube Ads and Show Up for Your Customer at https://www.viewability.co.uk/book

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