two, not using in-stream ads. these are the skippable five second ads that you see when watching a video on youtube. if your goal is sales, these are by far the most effective. three, not having a great video created. your content should scream quality or else your viewers aren t going to trust the ad. give a call to action within 30 seconds. get to the point quickly and make sure to tell a great story. four, not tracking the right things to analyze. you can look at helpful metrics such as lost impression share, view rate and more by simply clicking on home. and, five giving up too quickly. if you see any traction with your ads and things seem to be moving in the right direction, don t be so quick to take them down. i speak to owners of conditions that have tech teams all of the time, and one thing that i often hear is that they wish they had more women in that department. our next guest is a big proponent of gender diversity