In the latest installment of Lead Generation 101, John shares the best ad types and strategies for top-of-the-funnel marketing when it comes to lead gen. He also dives deep into the misconceptions advertisers have about the sales funnel for lead gen so you can avoid falling into that rabbit hole and losing quality leads.

Watch this video to learn more about:

- Why your ad content is more important than your audience

- The importance of measuring your ad performance and knowing where your customers are in your sales funnel

- Why John uses YouTube ads for top-of-the-funnel marketing

- How YouTube ads work for mass marketing

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0:00 Intro | Lead Generation 101 Part 5​​

0:35 Top-of-the-funnel marketing for successful lead gen campaigns

4:46 Work with the best Google Ads agency in the world

7:28 The importance of measuring your ad performance

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

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

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

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

I trust you.

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

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

don't know where to buy it from.

That's bottom of the funnel in my opinion.

You can use YouTube for absolutely for both.

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

All right.

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

Do we use YouTube for top funnel bottle funnel?

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

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

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

remarketing for low cost services?

So a lot to unpack here.

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

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

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

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

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

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

month, like at bottom of the funnel.

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

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

That's bottom of the funnel.

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

or for Bob phone?

You can use YouTube for absolutely for both.

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

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

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

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

Which the stupidest thing I've ever said.

I'm trying to paraphrase this.

I'll give you a good example.

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

have, let's actually have fun thing here.

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

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

an hour with one of our largest clients.

If you had a YouTube video about,

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

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

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

Then everyone put in chat.

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

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

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

Please chat.

I'd love to see everyone's responses.

Its almost says middle of the funnel.

We have different opinions here.

Andrew t says, bottom of the funnel.

Bottom, Melissa as well.

Tres.

Jeremy says Middle of the funnel.

Tim, also middle.

So it's crazy.

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

I know.

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

Mm-hmm.

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

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

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

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

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

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

And I was like, Need a toothbrush and.

I don't need a toothbrush.

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

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

At what age?

That's top of funnel.

This is not a glitch.

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

thumbs up and subscribe to your channel.

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

that I know what I'm talking about.

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

hit me below in the comments.

And now back to your regularly scheduled.

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

need and I know the product that I need.

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

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

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

I don't know how to solve that.

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

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

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

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

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

Do you want it?

Exactly.

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

actually more important than the audience.

Your content actually is what dictates the funnel.

It's not the.

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

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

brush the teeth for at least a year.

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

of the funnel you are assuming they're in.

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

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

You want toothbrush?

No.

You want toothbrush?

Yes.

Perfect.

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

People that are in the top middle will not.

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

top of funnel or bottom of the funnel.

Yes.

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

top of funnel and bottom of the funnel.

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

oral, healthcare top funnel top?

I have a dog.

I don't know what age it is.

Is it a puppy?

Is it a senior dog?

Is it a shelter?

Is it a person that Cares for senior dogs?

Yes, all of those are true.

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

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

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

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

That's where it goes.

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

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

gingivitis and, whatever it may be.

Do you see yellow?

Do the gum Is a bad breath?

are they stopping chewing on things?

Do they ever yelp while we're eating?

Uh, Do they eat less?

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

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

Easy.

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

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

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

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

That's bottom of the funnel.

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

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

That works.

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

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

But how you measure it is going to be important.

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

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

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

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

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

Hire us.

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

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

there's so many people out there.

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

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

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

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

It's not.

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

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

But my preference is top of.

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

YouTube is gonna be best for.

And then remarketing.

Remarketing is so bottom of the funnel.

It's post funnel.

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

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

funnel, not really top of the funnel.