You probably know him from the YouTube ad that begins with "YouTube beats Facebook every time…"  ‍ In this episode, I interview Aleric Heck, founder and CEO of Ad Outreach and KeywordSearch.com, to discuss how eCommerce businesses can leverage YouTube ads for growth.  ‍ Key takeaways include: - Aleric's journey from creating a successful YouTube channel to becoming a YouTube ads expert, focusing on coaching and consulting businesses. - The importance of crafting compelling YouTube ad creatives using a "hook, educate, call-to-action" framework. - Leveraging YouTube's unique audience targeting capabilities, such as custom intent audiences based on search behavior and affinity audiences based on interests and URLs. - The power of Google's vast data in audience targeting and the potential for even more advanced targeting options in the future. - An introduction to Aleric's AI-powered tool, Keyword Search, which streamlines the process of finding the right keywords and creating custom audiences for YouTube ads ‍ Here are a few quotable nuggets from the podcast: ‍ "If you can give people an "aha" moment in the ad and actually provide them genuine value, they are far more likely to take action."  ‍ "Google knows everything about everyone, essentially. And so I do think they're holding back on targeting somewhat to protect the user and to protect themselves."