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Create Value-Driven Video Marketing That Converts, Captivates, and Connects

Aleric Heck is the Founder and CEO of AdOutreach, the Co-founder of KeywordSearch, and the Founder and President of AppFind. Aleric is widely recognized as the leading expert in YouTube Ads and video marketing, helping thousands of business owners and entrepreneurs from across the globe scale and grow their businesses.

Leveraging the power of YouTube Ads, he has collectively generated multiple eight figures in revenue, and in doing so, Aleric has built his own eight-figure company. His accolades include earning the coveted ClickFunnels 2CommaClub-X award and leading AdOutreach to be recognized by Inc. 5000 as one of the fastest-growing companies in America in 2021 and 2022.

Here’s a glimpse of what you’ll learn:

[03:14] Aleric Heck shares when he started using YouTube — and how it led him to entrepreneurship
[06:47] The evolution of YouTube Ads
[10:05] What’s the difference between YouTube TV and YouTube as a platform?
[12:27] Aleric talks about the types of businesses that do well with YouTube Ads
[15:10] Aleric’s methodology for working with clients
[19:43] Using the KeywordSearch software for keyword search and audience targeting
[24:10] Aleric discusses his “bullseye optimization strategy“ for running YouTube Ads
[28:03] Combining the power of AdOutreach and KeywordSearch
[31:36] How to employ Aleric’s “tree scaling strategy” to scale your business

In this episode…

Are you tired of struggling to reach your target audience through traditional advertising? Both startups and established companies need to generate consistent, high-quality leads to increase revenue and grow their businesses. Using value-driven video marketing, you can decrease advertising expenditures and effectively reach your target audience.

YouTube advertising and AI technology present opportunities for businesses of all sizes to enhance their marketing efforts. Aleric Heck, the leading YouTube Ads expert, advocates using these tools to showcase your brand to prospective clients to engage them visually. However, the dynamic nature of Google, YouTube, and AI creates challenges. By enlisting the services of an agency specializing in this area, businesses can ensure that their ads target people with the most potential interest in their products or services. Fusing the power of YouTube advertising and AI technology can dramatically accelerate business growth.

In this episode of the Quiet Light Podcast, Pat Yates sits down with Aleric Heck, Founder of AdOutreach and Co-founder of KeywordSearch, to discuss growing your business through organic video marketing and YouTube Ads. Aleric talks about the evolution of YouTube Ads, what companies do well using YouTube Ads, and the value of combining AdOutreach and KeywordSearch to achieve optimal results.

Resources mentioned in this episode:

Sponsor for this episode

This episode is brought to you by Quiet Light, a brokerage firm that wants to help you successfully sell your online business.

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If you’re new to the prospect of buying and selling, Quiet Light is here to support you. Their plethora of top-notch resources will provide everything you need to know about when and how to buy or sell an online business. Quiet Light offers high-quality videos, articles, podcasts, and guides to help you make the best decision for your online business.

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What are you waiting for? Quiet Light offers the best experience, strategies, and advice to make your exit successful. To learn more, go to quietlight.com, email [email protected], or call 800.746.5034 today.

Episode Transcript

Intro 0:07

Hey folks, it’s the Quiet Light Podcast where we share relentlessly honest insights, actionable tips, and entrepreneurial stories that will help founders identify and reach their goals.

Pat Yates 0:32

Hello, and welcome to the Quiet Light Podcast. Again, I’m Pat Yates have a very exciting episode today really high-energy guy Aleric Heck, who’s with AdOutreach and also owns a business called Keyword Search that helps you optimize and place your YouTube ads. It’s something that I’ve always wanted to do better really at all. I just have never leveraged it well enough that video can do good advertising. So It’ll be an amazing conversation to hear from him how they do it. His business Keyword Search was built sort of out of a necessity to be able to look at what keywords work with his app strategy. But Aleric himself has 13 years of history working in YouTube ads and app review with over 500,000 subscribers. He’s helped 1000s of businesses generate over 200 million in revenue through YouTube ads. This is a really niche type of thing that I think everyone needs to investigate. So I can’t wait to hear everything Aleric says about YouTube advertising. So I’m excited to get going. Let’s get right to it. Aleric, welcome to the Quiet Light Podcast. It’s awesome to have you here today.

Aleric Heck 1:33

Thanks so much for having me, Pat. I’m excited.

Pat Yates 1:35

Oh, no, I’m excited too. I know you’re a big partner quiet lights. Chris, and these guys, you’ve worked with us. We wanted to have you on to just talk something that a lot of people aren’t very good at including present company, being able to do ads on YouTube, which seems like something I should have been able to do many, many years ago. But I didn’t know you. So I know we’re gonna jump into a lot of that stuff. But you have such an incredible view behind you. Tell us all about you where you’re from and all about the business.

Aleric Heck 1:59

Oh, thank you. Thank you. Yeah. So I’m here at our office in downtown Austin, Texas. So yeah, so this was kind of the vision for a long time we moved here about two and a half years ago. And we brought in some of our team members are all around the US. We still have a hybrid team. So some people remote. And then we’ve got people here in the office, which is great. But I’m actually originally from Massachusetts, so the Boston area outside of that. And that’s kind of where I’m from, but then moved out here. And this is kind of like the new, almost a new Silicon Valley out in Austin. There’s a lot of entrepreneurs, a lot of marketers a lot of startups on different companies which is really great. So yeah, I mean, I can dive into a little bit of my background, how I got into the YouTube ads side of things if you want. And then I’m excited to share some strategies.

Pat Yates 2:49

Absolutely. I love Austin, too. I was just there for a mastermind. And a couple years ago, I was there for another thing. And I said a lot like Nashville, I see more cranes in Austin and Nashville than anywhere in the country. It’s really kind of interesting. It is really butting up on tech. So yeah, so I know that you have a background in business. You’re not all just a YouTube ads guy. So maybe give us a rundown of Aleric, and your history and background in business.

Aleric Heck 3:14

Yeah, so I started out with a YouTube channel 14 years ago, so very, very early days of the YouTube platform. And its channel called AppFind. And it still exists today. I’ve got a somebody out actually in San Francisco that is a full-time employee, they run the channel, they create all the different videos and content and all of that. But basically started out with that YouTube channel back 14 years ago, just reviewing mobile apps tech tutorials, teaching people how to use their iPhone, the very early days of tech channels on YouTube. And that really got popular by teaching people how to use their phone for the first time. So I had a series called the complete beginners guide that still exists to this day, I just have somebody else who does it now used to be me in the past, I would get behind my camera and hold the phone. And I did what other people didn’t do, which is I do an hour-long video just teaching people how to use their iPhone for the first time. And that type of video really took off because, people weren’t really doing that. And so it was just releasing it for free on YouTube. Millions of people ended up watching these videos, channel grew to half a million subscribers start getting all these sponsorships. And that was kind of my first business that I built out was AppFind. And throughout this time I was actually using that going into college and using that to fund my college and all that stuff. And I ended up hiring so my fellow students were the first people that worked for me and I kind of built up the team. I read Four-Hour Workweek I pulled myself out of the business. And like a lot of people that are probably listening to the podcast like I’m sure yourself. When I pulled myself out of the business. I didn’t want to just sit on the beach. I wanted to build another business I want to free up my time. I’m to build the next business. And that’s where I got into YouTube ads, I had started experimenting a little bit with YouTube ads and some sponsors that have sponsored me on the channel, they wanted to get the video out in front of more people started running some YouTube ads for some of my videos. And about eight years ago, I was able to really kind of cracked the code on YouTube for mobile apps, YouTube ads for mobile apps, which were some of the sponsors I was working on at the time. So I ended up doing that first drove millions of downloads, then I discovered ClickFunnels and HubSpot at a conference. And I started to realize there was a lot more to marketing than just apps. And so I started to expand and work with different companies. And then actually train businesses on how to do YouTube ads as well, which really helped our kind of rise and helped us grow, because we were able to support and train a wide array of different companies in YouTube ads, including Quiet Light as well, and working with Chris and the team. And so that’s kind of brings us to today. And I can talk a little bit about Keyword Search, I built the software along the way as well, actually, I could talk and tell you the story about it, too. I tried to acquire, I went to a few different people and at that time, I didn’t know who to call. So I ended up building it myself. But I basically built out of software as well as for the clients too.

Pat Yates 6:22

It’s really incredible. So you’ve done very little as an entrepreneur, it seems and you know what’s funny about this, it’s weird, because the YouTube thing has sort of a different life now to with YouTube TV, it’s like, even five to seven years ago, YouTube advertising was a lot different than it is now, isn’t it? Or maybe I don’t know that well. And so tell us, that’s what I’m kind of curious about? How did the evolution of YouTube become so good as far as monetizing it? Because I don’t think it used to be like that, unless I just didn’t realize it?

Aleric Heck 6:47

Yeah, that’s a great question. It used to be very different. So when I first started running YouTube ads, they actually did not have a lead-based algorithm. And many people don’t know this. And people that started, you know, getting into YouTube ads more recently, they don’t necessarily know the history that back eight years ago, seven, eight years ago, people laughed when I said, I was running YouTube ads for direct response to drive direct, either app, download sales for an e-commerce product, or leads for maybe an expert, business coach, consultant, that type of thing, you know, when we were doing that, or SaaS, or whatever it happens to be, but basically, I had people actually kind of laughing at me and saying, oh, I didn’t think YouTube could do that. Because at the time, it wasn’t technically designed to optimize for leads, you had to optimize it yourself. It was all CPV ads. So cost per view. So you’re essentially paying for every 30-second view, or click that the video is getting. And this was, you know, again, years ago. And so one of the reasons I think that I got so good at YouTube ads, and can really train people on how YouTube ads are now we’ll talk about the evolution, there’s been a couple more big evolutions, one of which happened last year, with YouTube. But I think one of the reasons I got so good at that, and also some of the people that I brought on the team with me around that point, is because we learn and really cut our teeth before the algorithm, right. And so essentially, what we had to do is create a campaign and then do kind of the old school media buying of saying, I want to run ads in front of these videos or in front of these keywords. And then it wasn’t automatically optimizing at that time. Now it does, and we’ll talk about that. So I don’t want to dissuade anybody by that time, we’d have to go in and say, okay, this keyword got this many conversions, let’s keep that on or scale it up. This keyword or this video didn’t get many conversions. Let’s cut it. And we had to do the work that now the algorithm does for you. And so by doing that, that gave me an understanding of what the algorithm is doing today, which allows us to kind of better train the algorithm and tailor the algorithm. But back then it was a totally different platform is all CPV. And because of that most of the companies advertising on YouTube, were branding companies, they were GEICO for big kind of companies that were just running ads to get views. Whereas what I was able to pioneer and now is more mainstream is running direct response ads, where you’re running an ad to get a lead or get a sale, or get somebody to sign up for a platform, whatever it happens to be, we’re actually running a direct response ad. And so that kind of iteration happened over time. And I can get to that in a second. But it’s kind of crazy to think about, like back then it was just the cost per view.

Pat Yates 9:34

Yeah, just throw it out there and hope that it hits but now there’s so many more metrics and so many more ways to reach customers. It’s really incredible. I mentioned something earlier, I’m just curious about the more than I looked at, like I’m a big football fan. So I watched the NFL Sunday Ticket, switch over to YouTube TV and I started thinking well, I mean, I have slippers and I have an NFL license and how could I maybe leverage that utilizing YouTube TV? Have you guys stepped into that? Because I don’t know if that’s really different than on platform versus on TV. So give me a little bit of an idea of that, because I’m super curious about that side.

Aleric Heck 10:05

Yeah. So there’s ways to run ads, YouTube, TV and YouTube itself, by running through the Google ads platform TV-based ads. So you can actually include TV in those campaigns. And they actually have the connected TV, I don’t know if you’ve seen this, but the ability for if somebody’s watching an ad, and they like what they see, they like the slippers, where they can do is they can have on their phone, they can click a little button on the remote that says to send to my phone, and then it’ll send that link to the ability to go and buy those slippers to the phone, and then they can go in and purchase them. So I actually think they’re really innovating when it comes to those types of TV ads, and essentially, that’s not going to work for it’s not going to be the main strategy for everybody. But for something like what you’re doing with slippers, right, it was mass market, you’ve got this e-commerce product, you know, instead of advertising just on traditional TV, you have an opportunity to advertise in front of NFL and some of the football games, and then also have the ability for people not just to watch it and see the branding, and then look it up themselves, but you have that connected TV ability for people just to click a button on the remote and get to send over the URL to their phone, we also recommend if you’re running more TV ads to put a QR code potentially up there too, because we found that that’s going to help drive a little bit more people, they’ll pull up their phone, they’ll scan the QR code as well. But that’s another way that YouTube’s just innovating and kind of to catch up there too. Like, they then rolled out their lead algorithm, so then you can optimize for leads, right? And then they’re added in YouTube TV, and they added in, with the most recent iteration, so that kind of the five, six years ago, they rolled out more lead-based ads. So now you could optimize, you can say, hey, I want to get conversions, and then Google will optimize automatically. And then over the last year, they’ve rolled out even more targeting options with what are called video action campaigns that include things like those connected TV that include, YouTube partner, different websites, and channels and apps that are all kind of interconnected.

Pat Yates 12:09

It’s really incredible. So again, I’m with Aleric Heck with AdOutreach and Keyword Search. I have question though. Do you have like a wheelhouse type of client? Typically, you would think e-comm. But it could be content businesses or anyone that provides services? I mean, what’s the best kind of client to be advertising on YouTube?

Aleric Heck 12:27

That’s a great question. And I think that there’s also a couple of different answers to that, so we have a wheelhouse client, but I can also explain the different types of businesses that see a lot of success on YouTube. So we work with a lot of expert-based businesses, coaches, consultants, course creators, people have information products, or people who have these either lead-based businesses, kind of like, whether it be Quiet Light trying to get like leads, things like that, that have that higher value on the back end, we really specialize in that, because there’s an education component to YouTube. So people are going on YouTube to learn. And what we can do is if somebody is an expert, or they have a business, that’s a high end service, what we can do is we can get them in front of those people that are going on YouTube, they’re figuring out okay, how do I buy a business? Like, what do I do with that? Or how do I learn YouTube ads? Or how do I do this or that? How do I lose weight, whatever it happens to be, and then you get those ads in front of people who have recently made that search on YouTube or on Google, or they’ve gotten to specific sites. And so we can run and target ads in front of people, and then get them to take action off of that generate that lead and then get that higher-end conversion. We really specialize in those education-based ads. That’s why we’ve got a lot of these businesses that are coaches consultants, course graders, experts, information and high-end services, or high-end SaaS. On the other side, there is a lot of benefit with e-commerce. That’s less our main wheelhouse. However, we’ve worked with a bunch of e-commerce companies and there is a big opportunity with e-commerce to be able to go and reach people on YouTube and educate them on products. And so essentially, what you want to do is just want to make sure that you have a high enough AOV to make sure that YouTube isn’t overkill for those types of products. So if it’s a very low-end or low-margin product, then you might get a better opportunity by going after lower CPMs possibly on other platforms. But on YouTube, if you have a product that has that strong AOV as strong margins, then YouTube’s a big opportunity for you because you’re going to be able to go and target people that might be looking at the best slippers they might be looking up charging stands or whatever.

Pat Yates 14:43

That’s really amazing. So again, so let’s talk a little bit about AdOutreach. That’s easy for me to say clearly, it’s not even a tongue twister and I messed it up. That’s ridiculous. Anyway, so let’s talk about clients coming in. So maybe this small business is a little intimidated on spinning money to create a video and then be able to mark it and have all that, tell us a little bit about what it looks like to come in and work with AdOutreach. Maybe someone has never done anything like this and they’re completely green. How do you guide them?

Aleric Heck 15:10

Yeah, so we help them every single step of the way. And what we want to do is have a done together process that we found works really well because out there, there’s kind of these this kind of false dichotomy that people choose from this, either a course where they’re trying to do everything themselves, they don’t really have support, or they hire an agency, but then it’s kind of siloed, right, so you’ve got kind of the agency over here, and then you’re going over here, and you don’t necessarily know everything, what they’re doing, what’s kind of behind the curtain, you’re not really installing it as an asset in your business. Now, we do have some clients that we work with on a high level that are kind of similar to agency, we call it a fractional media buyer, where we have a media buyer that works closely with them hands-on to run their ads. But that’s kind of some of our higher tier clients, with the general clients that we’re going we’re training them on YouTube ads, we have a done together process that we found just works the best because we’re helping them set up the campaigns but also empowering them to know how to run it long term internally. And so what we want to do, we start off the first step is actually making sure that they have a YouTube ad script that is designed to convert so we’re gonna go in and we’re gonna have our copywriters work with them to help actually map out a script, so we’re gonna meet with them, we’re gonna understand their business, who is their ideal customer, who are they looking to reach? And then from there, we’re gonna have our expert copywriters have literally written 1000s of these scripts between them, they’re gonna go through and actually write out that script for that client, and they go back and forth on it. So we want to have that hook draws people in educate, want to provide value inside of the video, that’s a very big key on YouTube is actually providing value because people are on YouTube to receive value. So they want to learn, okay, why are these the best slippers? Why is this the best business to or company to work with to acquire a business or even what are some of the problems or challenges that people face acquiring a business and how they can solve them with something like Quiet Light, right? So you want to educate them, and then have a clear call to action at the end to get them to go and take action and sign up, become a lead, whatever that, purchase whatever that next step is. And so it’s that hook educate, call to action, the first step, we really dive in, and we help them refine and map out that YouTube ad script. Once we do that, the next step is really making sure that their funnel is set up the right way, it’s optimized for YouTube, all the code, all the tracking, all that’s in the right place. This isn’t the most exciting part of the process. But it’s very important, because we want to make sure when we start running these ads, that they’re going to a place that they’re going to be able to drive conversions, we found there’s a few key things driving off of YouTube, if you’re sending people somewhere, typically, we do like to have, if there’s a training that they might be going to a free training that they’re signing up for. Or if it’s a product, right, there’s certain things we want to do, we want to make sure it might be a specific product page, as opposed to the whole site. So that it’s kind of more of a funnel that directs them to the purchase, we really want to just make sure that their funnel is set up the right way, in order for people to convert, and then we’ll help consult them on that. Then from there, we’re helping them target the right people. And this is actually where we pull in our software, Keyword Searches AI ad targeting. And I’ll talk more about that in a second. But basically, this describes their business and then generates all the different audiences all the different targeting that they can use. And they just choose okay, here, I want to target people who have looked up this keyword or this search term, people who have gone to these sites, they click on that, and then in one click, they can sync it over to Google. And so we’re training them and helping them use the software to target the right people on YouTube, we’re helping them set up their campaigns hands-on, and we’re really going and get helping them get ready to launch. And once they launch, what we want to do is help them optimize scale, and continue to support them. And that’s where we’re empowering them. So a lot of this is kind of hands on helping them get to that launch stage, once they’re launched, we want to be a resource to help them know how to be able to scale without being the ones that are necessarily doing it all for them, because we want to make sure they have this as an asset and a skill in their business. So we want to train them on what to look for how to optimize how to scale, and really how to see that growth over time. And that’s kind of the process that we take people through on AdOutreach, of course, there’s some more elements kind of baked in there to help people with their YouTube channels organically, things like that, too. But that’s kind of the main core.

Pat Yates 19:30

It’s really incredible. So we talked a little bit before the podcast about Keyword Search a company that you started sort of out of necessity, and it actually sort of as a means to an end in your advertising, because so tell us how that ties in. And how clients can benefit from that.

Aleric Heck 19:43

Yeah, that’s a great question. So, what I saw is we were doing this really long manual process to do all this keyword research and audience research for YouTube ads. And so part of YouTube ads is of course you got to create the right video, but you got to target the right people and there’s these different audiences segments that you can create, based on search terms, people have looked up on YouTube and on Google recently, websites, they might have NMR for in market audiences, just ways to describe that person that’s kind of similar to interests on Facebook and other platforms. So there’s a few different ways to build these segments. But you’d normally have to do is do research, especially if you’re looking up what people are searching for, you’d have to do research and follow this kind of longer process. And there were these old kind of keyword tools that were out there that did a little bit of it, and they helped the process. So you would do some keyword research, you’d find what people are searching for on YouTube, for instance, and then you’d go and build this into the audience segment. But I had a vision for how this could be even better, how you could do the whole process, it could do all the research, and then in a few clicks, sync the audiences. And so what I wanted to do was I wanted to go out and acquire one of these companies, and by the way, this was like three-plus years ago. So before I got connected with Chris, do you guys over at Quiet Light, I would know who to call. But at that time, I was actually just reaching out directly to these companies, some of which I was referring people towards, and they all said not for sale, not for sale. And or you could be a minority investor, but like, we’re not going to change our business model, we’re not going to like let you be kind of acquire the company right. We’re the majority of the company. And so ultimately, I then got connected with a really great developer here in Austin. So that was three years ago, I was kind of trying that process. About two and a half years ago, when I moved to Austin, I got connected to Greg Kopyltsov, who is our CTO for Keyword Search. And essentially, I was explaining, here’s what I’m looking to do, here’s what it looks like. And he had worked with a proof and which kind of merged into Jasper. And he knew those people over there. They’re also here in Austin, like the, the AI, one of the AI copywriting companies, Jasper and all that. And so I was kind of connected through them. And so Greg and I started jamming, we realized, like, hey, there’s a big opportunity for us to go and build out a Keyword Search. And so we partnered together, we created the software. And we started by building something similar to what existed already, which was YouTube Keyword Research, then the version 2.0, which we launched about a year, and actually, yeah, about a year ago now. That’s when everything came together. Now what it does, is it uses AI, so we built in open AI some of these different elements. On top of the algorithm we already created to find these YouTube keywords, where people just go to the site, keywordsearch.com, they put in their business. And so we put in like Quiet Light, you put in the website URL, you describe the business, how it helps you acquire different businesses, some of the USP elements, you click Generate, and it will give you within just a minute or two, all of the different in-market audiences. So people looking to acquire businesses, people looking to do X, Y, and Z, you click on those, you can sync it to Google as an in-market, custom audience. It’ll give you all the search terms, people are looking for URLs, apps, they might have on their phone, YouTube videos, or channels they might be watching, you just select those. And in one click, you sync it to Google and actually builds the entire audience for you inside of Google ads. So you could target the right people. And so that’s kind of the software that we created. And now it’s kind of taken on a life of its own and is that it’s kind of scaling from there.

Pat Yates 23:41

That’s exciting. I think that it’s so amazing that you actually develop something not only that the user can use to benefit their own business, but you also use it provided they wanted to come in and work with you. A lot of people may not want to do that necessarily, so tell us a little bit about, if people are coming in to test with you, let’s say that they come in for YouTube, you don’t always know the answer immediately. But it’s there, like, do you go through AB testing? Do you have multiple things that you try with a client? How do you figure out the right path without stumbling over so many times?

Aleric Heck 24:10

I love it, and that’s exactly what we have, we have a proven process for this. So what we want to do is we want to launch split test right from the beginning and then narrow down based on what works, we call it the bullseye optimization strategy. So we’ve got two big strategies that I can cover here with this, that Bullseye optimization strategy and then the tree scaling strategy, and so I can kind of blend them into each other. So starts with full thigh optimization, what we want to do is it’s like throwing darts at a dartboard. You know where the dartboard is, right? Because we’ve done this so many times, the clients are working with us, we know, this is where the dartboard is we don’t necessarily know exactly where a bull’s eye is. And so until we start testing, so we can throw darts at this board based on our best knowledge and then we’re gonna be able to see where does this land based on that trajectory and how you throw it and so we want to do is we want to create multiple variations. Want to create multiple variations of the video, I talked about how to hook educate call to action, what we found is the vast majority of the importance of the different variations of videos is all the hook. It’s all the beginning, how is this beginning a little bit different. And so we want to test multiple different hooks at the beginning of the video. So usually five or six of these. So hook educate cold action, educating the call to action would be the same. The hook is what people watch or don’t watch at the beginning. Now, sometimes we will test educate call to action later on, just for clarity. But essentially, we can create five, six different variations. Now we have these different versions of the video. And now we want to test multiple campaigns and multiple audiences. So we’ll create a campaign that has all of these different search intent. So based on what people are searching for on YouTube, and Google, so we’ll create a campaign that has a variety of different types of audiences based on that keyword search will do all the research for you, and will actually give you collections of keywords, it might have keywords around acquiring businesses, and then a bunch of different search terms that people might be looking at around acquiring businesses, you can select those sync those to an audience. But then there might be another section that talks about, let’s just say, business growth through acquisition, right, related, but different. And so that could be another audience with a bunch of different search terms around that. And, by the way, the software because it uses AI, it’ll find all the keywords and also group them all together the right way. And so then you can just sync those as an audience. And so now you’ve got, let’s say, five audiences in that campaign with five different videos. And then you might have three or four different campaigns, you have another campaign that is only based on in-market audiences. So now you have a few audiences that are people who are interested in business acquisition are people interested in this, you might have a campaign that has URL affinities, so based on websites people are on in the past, and you could put all that into? And so what we would then do is use the bullseye optimization strategy. It’s like when we throw darts at a dartboard, what doesn’t land, what lands obviously, outside of the board completely. They say, all right, maybe that’s a campaign we’re gonna turn off. But if it’s kind of on the Outer Rim, we can figure out okay, what part of this what audiences or what videos are working? How can we optimize this to get to a bullseye, sometimes you’ll hit a bull’s eye right off the bat. And then that’s what you just want to keep repeating and scaling up. But oftentimes, you’ll kind of land somewhere, you know, near that bullseye. And you just need to make a few tweaks, maybe turn off video here, turn off an audience there, and then find which ones are working the best, and then scale those up. And then you can repeat that again and again, that’s kind of a bull’s eye optimization strategy.

Pat Yates 24:55

That makes incredible sense. I think that it’s interesting to me that not only are you able to dissect the best things that people need, as far as keywords, you have the ability to implement it via those things. So you have two different companies, obviously, and I think some of the research you do, but is it seamless to work with both sides to get those things and then roll in and start working with AdOutreach. Tell us a little bit about your plan. So people kind of understand the scope of what they can do.

Aleric Heck 28:03

Yeah, absolutely. So they work hand in hand together. And what we’re able to do, because we have the two different companies is, AdOutreach is really based around helping train and consult businesses on YouTube ads, helping them implement that helping them hands-on step by step, that’s also the bigger company. So we’ve got about 35 team members, and a bunch of them are here in our offices in Austin, and then we got some spread out across the country. But that’s like our big main business, that’s the one that we scale, Inc. 5000, number 60. Like all that stuff. And so that’s kind of a big base company. And then of course, Keyword Search, that’s a company that we’re quickly scaling. And it’s a software, it’s a little bit different. And so with that company, what we do is when people come in, through AdOutreach, we’re gonna give them access to start using Keyword Search, start utilizing that now, because we’re talking about this on this type of podcast, I’ll get into a little bit of the specifics, in terms of what we had to do is figure out what’s going to be the sweet spot balance between having AdOutreach and KeywordSearch, promote each other, but also separate. And so essentially, with AdOutreach, because KeywordSearch is so valuable, what we want to do is we want to really make sure that our clients are able to utilize that. And we want to make sure that they can utilize that without necessarily like long term, without needing to pay extra, but also as they want to use it and they see the benefit, they can stay with it. And so what we’ve created is they’re two different companies AdOutreach and KeywordSearch. When people start with a consulting or coaching package on AdOutreach, they get a month of unlimited access to Keyword Search included, and we give that to them for free as an AdOutreach client. And so they can dive in and they can fully utilize keyword search and they see how impactful and valuable it is. And that’s what they need to do to actually get those campaigns kicked off. That said, what they’re going to experience is how easy and powerful it is. So not going to want to lose access to Keyword Search. There’s also more features beyond just the ad targeting. And that side of things that we’ve rolled out as well like YouTube ads spying, so they can see what competitors YouTube ads are doing. They can also do more research on the organic side to see what trending search terms are happening on YouTube. So they can get ahead of trends, for instance. And so what we want to do, and there’s also some more YouTube channel growth copilot features that we’re adding very soon, which is exciting. But what we do is we show them, you’re not going to want to really run ads without Keyword Search, we’re going to give you unlimited access for a month as part of our program. But then after that, it’ll just auto-renew, unless they cancel after that month, at whatever plan or tier they choose. And Keyword Search is 97 to 297 a month pricing based on the plan and kind of the bells and whistles that they want included in it. So it’s essentially and that’s worked really well, it’s a great win-win-win for everybody. Because Keyword Search essentially gets that kind of constant stream of new clients coming in through AdOutreach. But then AdOutreach clients, they get a rat outreach is able to give a month of the software, and then the clients get a great experience because they get a month included, they see how valuable it is. And then they can continue as they want to use it. And so that’s kind of what we’ve found works really well.

Pat Yates 28:03

That’s really awesome. So again, we’re with Aleric Heck with AdOutreach and Keyword Search, man, you’ve got some really amazing stuff going on. And it’s been a amazingly educational podcast so far. Are there other things that you think the listeners want to know about AdOutreach or anything? I think we covered a lot. But are there other things that tell them how they can get in touch with you?

Aleric Heck 31:36

Yeah, so there’s one more thing I alluded to so want to close the loop on that, which is the tree scaling strategy. And then I’ll talk about I’ve got a free gift for everybody, and how they can get a hold of us. So the tree scaling strategy, once you do that optimization strategy, the bullseye optimization strategy, the tree scaling strategy is how you scale up from there. So let’s say you narrow it down, you got one campaign that’s doing really well. Well, the big mistake that people make is they treat that campaign like a balloon, right? Like, oh, this campaign is great, it’s getting a great return on ad spend, let’s just pump it full of money. It’s like blowing up a balloon, right? Like, they fill it up more and more and more and more, and what happens to a balloon filled up too much air well, pops. So what we want to do in exactly instead of that is we want to scale like a tree. So we want to take that campaign and treat it, like that seedling that we’re going to water it, we’re gonna take care of it, we’re gonna nurture it, we’re not going to try to have it grow too fast, although we do want it to grow. So we’re going to help that campaign grow, we’re going to scale it up. But now that becomes the trunk and a base of the tree. And then we’re going to create three variations off of that campaign. So we want to duplicate that campaign, and then just change one thing about each variation so we can create these branches. It’s like a family tree of ad campaigns. And so we create a slightly different audience or slightly different video or slightly different demographics or whatever happens to be, and then that becomes another branch, let’s say one of them doesn’t work, it falls off, that’s fine, we have two solid branches that then scale up those campaigns, right, those ones work really well. And then we create more branches and more branches. So now you have an interconnected family tree of ad campaigns. Instead of just having one campaign you try and really scale up or you have all your eggs in one basket, you don’t have a connected family tree of ad campaigns, that’s going to make it more sustainable, and also help you scale much more efficiently long term. And that’s that that’s the tree scaling strategy.

Pat Yates 33:24

That’s absolutely awesome. So start to finish, they can pretty much come in and figure out how to do that digital YouTube ad placement and figure out exactly how to do the keyword research and everything. But that’s absolutely awesome. Are so many facets of the business, I’d encourage people to come. I mean, you have a free trial, obviously to talk or an analysis that how did they do that? If they want to come to AdOutreach and just sort of kick tires and understand what they have? What kind of program do you have for that?

Aleric Heck 33:47

Yeah, so the best thing that we’d recommend is a full complimentary 45-minute strategy call, we’ll be able to dive in really understand their business and then map out a full game plan for YouTube ads, will talk about the software talk about how we can consult them help them and really map out that game plan. And so you can go to adoutreach.com/apply. And you can book that strategy call to really map out what this looks like. I also do want to give a gift to everybody away as well. And again, the strategy calls me a great place to actually talk with our team, one of our top advisors that map out the game plan and strategy here. But in addition to that, I also want to give a gift to everybody. I’ve got a 19-page YouTube ad PDF walks you through step by step, what we talked about today, so you could follow along a little bit more in-depth. And you can go to adoutreach.com/gift. That’s my gift to you full 90-page YouTube ads PDF and it walks you through the whole game plan and strategy. And then of course keywordsearch.com. That is the software and there’s a five day free trial on there. But of course, if you’re interested in really diving in, if you Book a strategy call we can see and map out how we can get you on board and really walk you through the whole process.

Pat Yates 35:06

That’s absolutely amazing stuff. And we’ll make sure those links are on here with the podcast. But again, Aleric, we really appreciate you coming the Quiet Light Podcast tell everyone how they can get in touch with you, and maybe outreach on social.

Aleric Heck 35:18

Awesome, perfect. So you can find me on basically every social media platform, Aleric Heck, and you can look me up over on YouTube, I’m constantly posting high-value content, we actually have a really great tutorial video we’re posting today, which probably will be a little bit you know, when once people go and listen to this, but you can go to Aleric Heck on YouTube. You can also follow me on Facebook, Instagram, and I’m also on TikTok Twitter, although YouTube, Facebook, Instagram, probably more primary platforms. And you can also subscribe to my newsletter, which is The Marketing Minds Newsletter by going to adoutreach.beehive.com, which you can subscribe to as well.

Pat Yates 36:03

That’s absolutely amazing. We’ll make sure those links are out there and people if you have any, I think a lot of times it’s important to just take that step to learn more about something. If you’re worried about whether or not you know how to do YouTube ads or anything like that reach out. That’s why Aleric’s here. A lot of our listeners who are building businesses, buying businesses, there’s ways to scale them and this guy obviously is energetic. You’ll talk your ear off obviously a lot like me, I talk a lot like you, Aleric, we talk a lot. We’re very loud, and we’d like to help people and it’s a lot of fun, but I really appreciate you being on the Quiet Light Podcast today. It’s been awesome.

Aleric Heck 36:33

Thanks so much Pat. Appreciate it.

Outro 36:37

Today’s podcast was produced by Rise25 and the Quiet Light content team. If you have a suggestion for a future podcast, subject or guest, email us at [email protected]. Be sure to follow us on YouTube, Facebook, LinkedIn, Twitter and Instagram, and subscribe to the show wherever you get your podcasts. Thanks for listening. We’ll see you next week.