WEEK 1–2 • REQUIRED MODULE 5

YouTube Advertising

Build the professional mindset, business systems, and standards required to succeed inside DMI Collective. This is the non-negotiable foundation before you touch any ad accounts.

7 Lessons • ~12 hours
Certification Required
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7 LESSONS • YOUTUBE MASTERY

Module Lessons

1
TrueView, Bumper & Discovery Campaigns
9 min • Choosing the right YouTube format for your funnel stage
COMPLETE
KEY TAKEAWAYS
  • → TrueView In-Stream for consideration and conversions, Bumpers for awareness (6s max), Discovery for lower funnel intent.
  • → The first 5 seconds are everything — pattern interrupt with motion, text, or a bold question. DMI clients see 3x higher view-through when we lead with the offer or problem.
  • → Real DMI example: A home services client used 15s Bumpers to drive brand searches, then TrueView to convert — blended ROAS 4.1x with strong lift in Google searches.
ACTION ITEM
Write a 5-second hook for a client video ad. Test it mentally: would you stop scrolling?
Video + Transcript
Full script available in your resources
2
Video Creative Best Practices
11 min • Hooks, storytelling, and the 5-second rule for YouTube
IN PROGRESS
KEY TAKEAWAYS
  • → Think like a business owner from day one — not a freelancer.
  • → Three non-negotiables: Legal/financial foundation, real capacity planning, ruthless time protection.
  • → Most independents dramatically overestimate how many clients they can serve at a high level.
Deliverable
Complete the Capacity Planning Worksheet (download below). Be honest — discomfort is the point.
3
Remarketing on YouTube
8 min • Retargeting sequences that convert viewers into customers
NOT STARTED
CORE FRAMEWORK
  • Never surprise the client
  • Discovery call frameworks
  • Scope creep language & reset scripts
  • Setting realistic timelines and outcomes
Action Item: Practice the “never surprise the client” language in your next discovery call or proposal.
4
Combining YouTube with Meta & TikTok
10 min • Full funnel cross-platform strategy
NOT STARTED
Learn the exact voice, tone, and visual standards every DMI partner must follow. Includes the one-page Brand Cheat Sheet and logo usage rules.
Open Brand Cheat Sheet →
5
YouTube Analytics & Attribution
7 min • Measuring view-through, brand lift, and true ROI
NOT STARTED
Full recommended tech stack including ad platforms, creative tools, project management, reporting, and client communication systems used inside DMI.
6
Scaling YouTube with Other Platforms
9 min • When to 5x budget and how to avoid fatigue
NOT STARTED
Practical frameworks for time blocking, client load management, and building in buffer so you can deliver at the level DMI clients expect.
7
YouTube Policy & Compliance
6 min • Staying compliant and avoiding demonetization
NOT STARTED
Platform policies, client confidentiality, performance honesty, and the DMI code of conduct. This lesson protects both you and the Collective.

Module 5 Resources

VISUAL WIDGETS
YouTube Format Selector Mock (Lesson 1): TrueView for consideration, Bumper for awareness, Discovery for intent. Arrows to "first 5s hook" and "thumbnail".
Remarketing widget
Remarketing Ladder (Lesson 3): Viewers 25%+ -> Site 1% -> Purchasers. Sequence callouts. Use for cross-platform.
Capacity Planning Worksheet
Fill this out honestly after Lesson 2
DMI Brand Cheat Sheet
One-page reference for voice, logo & visuals
DMI Tech Stack & Tools List
Recommended tools + setup guides
All resources are also available inside your Partner Portal and the private DMI Movement community.
CAPSTONE

Practice Lab: YouTube — Video That Converts

YouTube is the highest-intent video platform. Build and measure real campaigns.

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