Speaker 1: (00:00)
You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Billson and Tom Breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.

Speaker 2: (00:14)
Good evening. Good morning this is Oli Billson on the path to purchase podcast, and I am with Mr Tom Breeze impression. I think you started off with some low energy there, so I thought I'd bring it up a little bit. Yeah, yeah, yeah. It's pretty good it's pretty late in the data here. I know we're taking out time of the evening to do this. Yeah. So I think the listeners should be very pleased with us. Yeah. And I'm very pleased with our listeners listening, listening into us Robertson. I mean, 30 seconds in and we're still thinking about the intro to this. Well, I'm going to share with you an embarrassing story. Okay. I like that style. That's good. Fine. Embarrassing for you. Embarrassing for me. You're gonna like this even more so. So I, as you know, I was recently, I was speaking at in, Phoenix, icon, infusion Infusionsoft conference.

Speaker 2: (01:08)
And, this lady came up to me and she said to me, Hey, she went, it's half the purchase, isn't it? And it didn't obviously say anything. I was like, Oh, yes. I was like, Oh good. We've got some fans over here. She's like, Oh, absolutely. I listened to your podcast all of the time. I thought, Oh, that's very good, excellent accent. She said, yeah, you know, I, I just really, really, really enjoy listening to it's pretty much one of the only podcasts that I listened to religiously. And, you'll have to, you know, you'll have to make sure you keep up with your episodes because it's great. I said, okay, cool. And she said, you know what? She said, don't say, don't say it to your partner, on, on the podcast, but I hang off virtually every word you say.

Speaker 2: (02:04)
And, I said, Oh, that's very, very kind of you. And I'm considering, I'm the one that's talks a lot. I figured that was me. And then she said, Tom, it's been a pleasure. Pleasure and so, that was that was that yeah, so I, I don't know who this lady is. You need to know what her name was or not you call her Margaret for now. No, I can't remember. I can't remember her name and you know what, I want to forget it as quickly as possible as well. But bra, you need, you need an incident thing now. Yeah. You need to dive. You've got this, you've documented this experience now, so you want them to forget about it and now it's documented. Yeah. You should change your brain phones with that. But now as well. Yeah. And of course now of course, now what's going to happen is perhaps next next year, trafficking confession or something as, as it's going to come up to me and another person is going to come to me and they're going to do the same thing to me and they're really annoy me. It won't. It's all, by the way, it's not that I'm bothered by any of this. Just get, just get all these names right. It's called him Molly if you want to really annoy you in there according to Tom and just tell him how good he is and they can call him Tom at the end. In fact, brilliant. [inaudible] this Margaret lady, I'm calling her Margaret for now. Thank you so much it's nice to have one of our three listeners telling us that we're going to do a good job. That's always nice to always nice to know. Absolutely. We have people alive on the podcast in the background flights in the my things. Ah, who was that? Cause that Margaret on the video side of the podcast has a little trait that it was, that I've got.

Speaker 3: (03:44)
I've got someone coming into my office one second. This is unbelievable I heard that all they're doing. So I've got an office next to my main office and I can see a window and there's someone who's walking in and out [inaudible] cleaners and I know we're just stealing stuff, you know, they don't appreciate that there's a high value production going on here. With that said, let's dive into it. Okay. I apologize for everybody but I think, if you're still listening to this podcast and you know that we ramble on for a little bit and then we get into it. So, we always vowed to each other. We won't do it, but we keep on doing it. So let's just make it a thing that we just do anyway. Let's talk about end screens, on YouTube videos. And, this is, this is something that I think that everyone has to now do, by the way.

Speaker 3: (04:34)
So if you want to link from your YouTube video to anywhere else, another video, subscribe, a link to your website, anything that you want to do inside of YouTube, you have to use end screens. Now the good old days of annotations and external annotations of gso those days are over and if you stay, if you, just as a caveat to that, if you have external annotations working in your videos right now, don't worry, you haven't lost them or you can't edit them and you, and, and you have to use from now on in end screens in your videos. If you want to start creating new videos. Just so you're aware. So what are in screens and the screens are basically, do you like how I prepped myself up there for, I was going to interrupt this. Oh, hold on Tom. Why don't you bought all these damn things?

Speaker 3: (05:21)
Yeah. So it's a clickable link at the end of your video. And if anyone's like a YouTube efficient Ardo who's used a lot of videos on YouTube before, they'll, they'll know they're getting people to click from videos back to the website. It's been a bit of a pain in the past because if you use an external rotation that works from desktop, it doesn't work on a mobile or tablet which is frustrating. And then if you did sell your video, just on YouTube and didn't intend to use it as an ad, it's very difficult to get a link to your website. You can use cards but they're difficult to use. No one really uses cars that often and then you can use it as an ad or you set up as an ad. Then you can get what's called a call to action overlay, which is like a little bottom left hand link that you can, collect, for the user.

Speaker 3: (06:07)
And then you can decide where you want to send your visitors as well but now more recently they've introduced what's called end screens. And this means in the last 20 seconds of your video, you can have a link to another video, a link to the website, and they come up with Nate. Or you can be used on desktop, mobile and tablets. So it's great. It's a bit of a revelation for anyone that's using YouTube because you can link to different things. And if you're clever about it, as most YouTube has already created with this whole process and you can have links to other videos and you can kind of like, we're using it for our choose your own adventure style ads, which is kind of where we won't just necessarily say click the website. Now we might segment our audience a little bit and say, do you want to take this one or you want to take this one?

Speaker 3: (06:53)
And they can choose where they go next. So an example of that is with our guitar guys. I think we've spoken about this before and one of the episodes where we say, are you in a rut with your guitar playing or are you a newbie? Click which one makes most sense to you? And I'll give you better advice with Frank Kern, we're doing one at the moment where it's like, do you want to, in terms of promoting your business, do you want to learn more about, generating more leads for your business or closing more sales, your business? And you can choose which one you want to go, go and see next. Which is really cool. So it means that you engage the viewer a lot more, which is really cool and they work incredibly well from a return on investment standpoint as well. So far that's worked really well for us.

Speaker 3: (07:31)
And then you can also have a clickable link from your website as well. And that's what you want to use in your, in your video where you do actually want someone to go and visit your website. Now what's really interesting about the external annotation, of the past is you, you have to have an associated website with your YouTube channel. So you'd say, this is my website and this is where I want to send traffic to this domain. And then you can send it to any page on your domain, but it had to be off that domain still the same thing with end screens. So you submit your websites and you have to put a bit of code on your website in order to verify it with YouTube pretty easy process. But YouTube want you to do that so they can prove that it's your website, but you can actually have multiple websites as well.

Speaker 3: (08:13)
So you can create lots of different websites instead of a webmaster tools that you can associate with your YouTube, your YouTube channel. And so that means that you can then say, right, I've got like four or five different websites I wants to send traffic to. You can set that all up inside of your YouTube channel. And when you're doing that, if you want to set it up, then you need to go to, I'm just trying to remember off the top of my head. When you log into your YouTube channel, you go to your, create a studio and inside there you look at your channel and then go to advanced. And as you scroll down the options, you'll see external, you'll see, website association. I'm also associated website might be you fill in your domain name and then press submit. And then you have to add a bit of code.

Speaker 3: (08:58)
You can verify it and then confirm. Once you've done that process, you can then have links to your website. And what's great about these end screens at the end of your videos is that you have 20 seconds maximum. They can be on at the end of the video and it can be a minimum of five seconds I believe it is. So, you gotta have, any kind of like timeline between those two. But when you use an external annotation, you also, meats, sorry. And then the screen with a link to the website, you also need to make sure you include a link to something else as well. They don't let you just have a link to a website alone. And that annoyed us a little bit to begin with. We actually worked out a positive thing because let's say for example, you say in the last 20 seconds of your video, you might say something like, okay, so let's go and register for the webinar.

Speaker 3: (09:47)
Click here right now. And you might put like then you kind of like my pause, make it feel that the video is paused and so you might have 15 seconds or about let's say 10 seconds. Once you've done a bit of a call to action to allow the viewer to click that link and then in the last five seconds we would have another graphic come up and say, or if you want to watch more great content click here, which is also a great way of doing it. So like, and then you'd have a link to a video at that point which should be another one of your YouTube videos and it's great if you link to another video that does the same thing, promote the webinar again or promote something else and probably just gives it a different angle on the sales message. Then have you already paid for the, have you already paid at that point?

Speaker 3: (10:25)
Because for the consumption of the ad before they click just to make it clear to the audience with these ads, these, these and frame ads and app and frying to replace the annotations that there were previously that people will be familiar with. Are they paying per click on those annotations? Are they paying because actually there was, there was only consumption to the point on that video. Therefore they're going to pay for it. How does that work? That's a good question and to be fair, right now I'm not 100% sure, so I know that if you run your video with an end screen as an ad, then if someone clicks the bottom left hand corner link on a desktop on the top right hand corner link, which is the white text which you normally see pop up, that would be if someone clicks that, that's when you definitely pay.

Speaker 3: (11:17)
So you pay for a click at that point. If someone watches past 30 seconds of a pre-roll ad then or an industry mad, that's when you also pay. If someone was to click your end screen, I don't think you do pay. I don't think you do pay. I'm not entirely sure. I haven't tested it because the vast majority of our videos are actually more than 30 seconds. And it's not easy to test that quickly you can put different UTM parameters on the links and see which actual link they click and you have to check that and, and analytics then has a mat measure up how many people clicked but then you don't know if they've watched more than 30 as well. So there's a difficult one to work out. Exactly but yeah, you, you could test out, I suppose you could have an ad that's like 10 seconds and lent then brings in the call to action whether with a where the names and the screen that, so linked to the websites that would last for 20 seconds and and finish off the video, we'd like 10 seconds to go or something. Maybe. Maybe that would work. And you might get that to get some free clicks in your video that goes on to click before the end screen, before 30 seconds is up. That might work.

Speaker 2: (12:26)
How, how difficult are these things to create as a, as a pretty quicker economy, as an average person? Can they do it to, they have to do it inside Facebook? Are they doing it? How, just explaining that process of kind of how quick and easy it might be to set this up. And is it, it's a change, you know, the way that they look or the appearance of them, et cetera.

Speaker 3: (12:48)
Yeah, exactly. So, so, first of all, you wouldn't set him on Facebook because it's complete platform he just said that. Yeah, I know. You didn't mean to say that. I don't even say YouTube. So what you do, so you guys face it. No you don't. So you, you create your video like you normally would, right, if you know about how many screens work, you would edit the video slightly differently than what you would normally do. So we're telling our clients, like when you create your video, you need to finish a video and you can't say, let me try and phrase this as clearly as possible it's not going to be in your favor to say, click this link to register for a webinar where you're going to find out and then you'd go on for another 30 seconds or so.

Speaker 3: (13:35)
Because if you do that, when you say click this link, you're going to only have the last 20 seconds when you can actually include that link. So if you, if you say, click this link, it's displaying in the video right now, and then go on for more than 20 seconds, you can't actually add in the end screen. When you say those words, click the link. Does that make sense? Do you want to go? Okay, perfect but likewise, you want to give the viewer enough time to click it. If you're still talking, when the link is there, people will listen and they don't click. They're still waiting for you to finish so they can click the link so you want to kind of do it and say click the link. So you might say, so on this webinar you're gonna, you wanna get this, that and the other day you're gonna really enjoy it.

Speaker 3: (14:17)
Bloody bar. This is the worst call to action that I'm doing an example of right now. But then to register for the webinar or use do is click here right now and then go silent sort of thing. And then you'd hold that button there because then you've got like 20 seconds to hold that bus because you want to give people enough time to click it and you almost bore them to the point where they click it now and not expecting anything else to happen at this point cause then in the last five seconds, if they haven't flicked it, you would create a video that you have to include that would then say go and check out this other video as well. So, but knowing that going in, you would create the video according to that. And then also once you played around with end screens, you're going to see how they actually look when they come up on YouTube.

Speaker 3: (14:55)
So when you upload your video, you go into your settings of your videos, where you change all your title of your video, your description, your tags, etc. Your thumbnail and all that sort of good stuff as well. That's not really changed too much when you look at where you would have had annotations in the past as one of the options on your settings to change the information about your video end screens will also be there or actually it says end screens and annotations. It's probably going to say end screens only soon as what I would've thought. So you click it in screens and then it's just actually very, very simple. You just drag and drop and put the actual bits you want, where you want and the clicks to the website button is a squared little button I think it's 70 pixels by 70 pixels I think, and maybe slightly different to them.

Speaker 3: (15:40)
And then, the links to other videos is actually like a thumbnail of those videos and that you can make them different sizes. So the videos could be long, larger or smaller and the, the website one is always the same size, but once you know those dimensions and you know how it looks, what I wrote would recommend is if you're running your video as an industry, Matt actually have that website link on the left hand side of the video because on the right hand side of course is the skip ad button. So you kind of want to focus the attention away from that tab button. Yeah, exactly. So set up to the actual, website link is on the left hand side, but it's not one of those things where you, it's not like a template where it's like it fits here, here or here.

Speaker 3: (16:23)
You can put it anywhere. It's kind of like, it's very easy to move around a little bit. And then when, as a viewer, as you're watching the video, when you hover over the button, it has like an expander that comes out. Like it expands out and just gives you a little bit more information about the information about what it is you're about to sign up for. So I think it shows do website link and it shows a visit here or you can change the text as well. It can say download here, can say lots of different types of texts. But once you, and also you get to decide what the actual website link box looks like. So it could be, you can change the I to order the graphic and we've, we've been testing recently with like, the words click here on the actual, button along with like a thumb of like, or like a, like a, you know, there's icons on, this looks like a finger and a thumb pointing out to indicate where to collect.

Speaker 3: (17:15)
Basically it's like a cursor, like a hand cursor almost. So we just have that with click here underneath it, and then we'd actually get the presenter to make it clear. So they say, if you just click here and then you could just let make sure that you just want me to do it, you've made sure they added all the end screen. Website link actually appears just where their hand is or if they just want to like just click the link on the screen. We often get a lot of clients that do that or click the link, which is, often we plus to say that as well because then it means you can use that same video for a Facebook ad as well if you to as well. I haven't, which means you don't just make it exclusive for YouTube. If you say click the link.

Speaker 3: (17:54)
But you can see right now and that's fine because it's obvious enough from YouTube so yeah, so that's, that's the new way to click really from, from YouTube and it's, and the screen screens, everyone should be using them because, well now it's, you have a choice. They all do, the only things you can use but there's so much more creativity to it. I love, I love when it comes to like having to be a creative process. It's difficult when you're given a blank canvas, but when you're giving some rules of like, here's what you can do and what you must adhere by that it means you can get really creative with what you can come up with and yeah, I think that the way that people are going to start using these in a much more creative way. I think that you can use as a choose your own adventure style video ads.

Speaker 3: (18:34)
I think you can, allow people to make decisions on what they want to go and see next I think that all of that stuff is how we're looking at building out YouTube. And if you are watching this, you're watching this podcast right now, or this video podcast right now. You're gonna see behind me on the chalkboard so that we've been building out here that's going to be part of our presenting so teaching people how to present on camera and when teaching people how to build YouTube campaigns. But we're gonna, I'm gonna keep it all inside of YouTube because we want people to have an experience on YouTube. We want to instead of just building like logs and building, like podcasts and things whilst order's amazing to do all that stuff. We think the future is about building experiences for our users.

Speaker 3: (19:17)
So I had a really good quote the other day about like storytelling. It used to be like brands used to be the storytellers. I think that's evolving now slightly to say, well we are the story enablers. Let the, let the user have their own story with you. So I'm like choosing your own adventure and allowing people to click through to different videos and then have another segmentation allows us as advertisers to remarket people in exactly the right way. We know what they're interested in, gives the user a much better experience they're clicking through. And, yeah, we're, we're seeing that it's providing some amazing results and amazing like co like some of the comments we're getting on our, on our YouTube ads, which notoriously people hate the ads now are getting like comments that are saying things like is one of the best ads I've seen on YouTube and you guys should get into advertising.

Speaker 3: (20:03)
We actually do do that. But people are absolutely loving the videos of creating as YouTube ads. So like that's difficult to get someone to change their opinion that much. But we feel like if it's not always about I Roy is the, is the most important thing when it comes to advertising. From my perspective it's making sure that we are making a profit, but keeping it in, in tune with the fact that like you've got to give a great experience because it's partly about the brand as well. Like if you can give someone an amazing experience, a chance, then buying is so much higher. So, whilst it might not be like direct, did that ad turn into money ROI, it'll be more a case of did that experience bring you more customers and people raving about you? Probably yes. So, it's, it's just, it's just looking at that and being careful about where you're spending your money and how you're spending your money because how you spend your money and how you do advertising.

Speaker 3: (20:54)
It's probably more important in the long run than it is, are we making instant ROI profits from day one, that's just that it's considered I think. But yeah, it's been a really exciting thing and screens for us. Love that. Tom, thanks so much for the insight. Appreciate it. And, if somebody wanted to find out, the teaching that you're doing now, is that something that you're going to make available to people at some point in the future or are you at the moment just internalizing this, for your own, for your own reasons, purposes, training, et cetera? Well, what I'm hoping is that people are going to come up to you at one of your events and mistakes came from me and then, and then this is happening. It's happening but the no, so if, if people want to learn more about this, stick around on the podcast, they'll be teaching more about this stuff as well.

Speaker 3: (21:47)
So definitely subscribe and make sure you're listing in the, the other thing that I think is important to note is that, with these choose your own adventure, stories that we're creating on YouTube Oli, I'd love to get you down as well then as a studio and if we have a choose your own adventure style for creating your first product or creating your first sales funnel or something along those lines, I'd love to have you input on that and it's going to interview you and it's there. It would be got two minutes, like quite cool videos. But I think that like it'd be such a cool thing to do it when I'm like, all right, I'm going to hand out is Oli now he's going to take you through this next part, something. I think that'd be quite a cool thing to do. Yeah. I love it. Tom, thanks so much and thanks to everybody who's been listening and, look forward to seeing everybody again on the next episode. Cheers guys.

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