1 00:00:00,009 --> 00:00:03,009 I have always loved advertising, which is really strange. 2 00:00:03,324 --> 00:00:06,324 I remember as a kid liking infomercials. 3 00:00:06,324 --> 00:00:08,305 So I don't know, I don't know if how well this translates Matt, 4 00:00:08,305 --> 00:00:09,964 but do you know the Ginsu knives? 5 00:00:09,985 --> 00:00:12,415 The Ginsu knife infomercial? 6 00:00:12,935 --> 00:00:15,964 I just remember watching the Ginsu Knife, like there was a, it was a single take 7 00:00:15,964 --> 00:00:18,995 cut, you know, where like they use a Ginsu knife and they cut through a, a soda 8 00:00:18,995 --> 00:00:21,034 can, and then it slices through a tomato. 9 00:00:21,065 --> 00:00:21,185 Mm-hmm. 10 00:00:21,425 --> 00:00:22,685 , and then it cuts through a rope. 11 00:00:22,865 --> 00:00:23,954 I just remember watching it like. 12 00:00:24,464 --> 00:00:25,325 I gotta have that knife. 13 00:00:25,325 --> 00:00:25,925 That's awesome. 14 00:00:25,925 --> 00:00:26,165 Right? 15 00:00:26,284 --> 00:00:29,075 . So then I remember thinking as a kid, like who makes, but who 16 00:00:29,075 --> 00:00:30,305 makes the commercials, right? 17 00:00:30,325 --> 00:00:30,685 Mm-hmm. 18 00:00:30,764 --> 00:00:35,195 . And so, uh, anyway, it's always been kind of, uh, drawn to marketing and what makes 19 00:00:35,404 --> 00:00:37,475 people buy one brand versus another brand. 20 00:00:43,505 --> 00:00:47,315 Welcome to the e-Commerce podcast with me, your host, Matt Edmundson. 21 00:00:47,705 --> 00:00:51,665 The E-Commerce podcast is all about helping you deliver e-commerce. 22 00:00:51,725 --> 00:00:52,265 Wow. 23 00:00:52,270 --> 00:00:57,725 And to help us do just that, I am chatting with the talented and 24 00:00:57,755 --> 00:01:01,355 all round amazing person, which is Brett Curry from OMG Commerce. 25 00:01:01,740 --> 00:01:07,650 Uh, about what's working right now with Google and YouTube ads, but before Brett 26 00:01:07,650 --> 00:01:12,120 and I jump into this conversation, let me suggest a few other podcast episodes that 27 00:01:12,120 --> 00:01:14,220 I think you'll also enjoy listening to. 28 00:01:14,700 --> 00:01:18,240 Check out why you should stop using Facebook ads and start using 29 00:01:18,240 --> 00:01:19,890 Google advertising with John Horn. 30 00:01:19,890 --> 00:01:20,580 Great episode. 31 00:01:20,585 --> 00:01:20,820 That one. 32 00:01:21,390 --> 00:01:24,720 Uh, and how to grow your e-commerce brand using YouTube videos. 33 00:01:24,720 --> 00:01:29,410 With Auggie Johnston, you can find our archive of episodes, as 34 00:01:29,410 --> 00:01:34,530 well as those two on our website for free, ecommercepodcast.net. 35 00:01:34,600 --> 00:01:37,330 And also, whilst you're there on our website, if you've not already 36 00:01:37,330 --> 00:01:42,160 done so, sign up for our newsletter and each week we will email to you 37 00:01:42,520 --> 00:01:46,300 these links along with the notes and the links and the transcript 38 00:01:46,300 --> 00:01:49,840 from today's conversation with Brett directly to your inbox, totally free. 39 00:01:49,840 --> 00:01:53,390 It's totally amazing and you get it each and every week after that. 40 00:01:53,850 --> 00:01:58,710 Now this episode is brought to you by, you've guessed it, e-commerce 41 00:01:58,710 --> 00:02:03,460 cohort, uh, which helps you deliver e-commerce Wow to your customers. 42 00:02:03,780 --> 00:02:04,200 That's right. 43 00:02:04,230 --> 00:02:09,990 E-commerce cohort is a longstanding sponsor of this show and for good 44 00:02:09,990 --> 00:02:14,580 reason, it helps you, uh, it helps you if you're in e-commerce, if you are an 45 00:02:14,585 --> 00:02:17,280 e-commerce entrepreneur, if you're just starting out or if, like me, you're 46 00:02:17,310 --> 00:02:20,830 a bit of a dinosaur and have been around e-commerce for a fair few years. 47 00:02:21,290 --> 00:02:24,025 Uh, e-commerce cohort is something to check out. 48 00:02:24,415 --> 00:02:28,645 Uh, it is a lightweight membership group with guided monthly sprints that cycle 49 00:02:28,645 --> 00:02:30,415 through all the key areas of e-commerce. 50 00:02:30,685 --> 00:02:34,345 The sole purpose of cohort is basically help you grow online and 51 00:02:34,350 --> 00:02:35,995 help you grow your online business. 52 00:02:36,085 --> 00:02:37,495 Uh, so do check it out. 53 00:02:37,500 --> 00:02:41,955 You can find out more information at ecommercecohort.com. 54 00:02:42,325 --> 00:02:44,235 Uh, that's ecommercecohort.com. 55 00:02:44,535 --> 00:02:45,385 Me and the team. 56 00:02:45,655 --> 00:02:46,855 In there every month. 57 00:02:46,915 --> 00:02:47,545 Yes, we are. 58 00:02:47,575 --> 00:02:48,145 And it's great. 59 00:02:48,175 --> 00:02:48,655 We love it. 60 00:02:48,685 --> 00:02:49,435 So check it out. 61 00:02:50,455 --> 00:02:54,295 Also, just before I jump into the conversation, I want to 62 00:02:54,300 --> 00:02:58,045 give a bit of a shout out to our collective good friend Mr. 63 00:02:58,050 --> 00:03:00,805 Jared Mitchell, who connected myself and Brett today. 64 00:03:01,105 --> 00:03:03,505 Uh, Jared has actually been on the show. 65 00:03:04,235 --> 00:03:06,335 Uh, . We've since become good friends. 66 00:03:06,575 --> 00:03:10,115 In fact, my daughter Zoe and I stayed with Jared and his beautiful 67 00:03:10,115 --> 00:03:13,205 family for a few days on a trip to the States earlier this year. 68 00:03:13,205 --> 00:03:14,945 It was great to see what they've got going up there. 69 00:03:14,945 --> 00:03:18,610 So big up to Jared and Alana and everything that is happening 70 00:03:18,610 --> 00:03:20,370 at skincarebyalana.com. 71 00:03:20,615 --> 00:03:23,015 Check it out, especially if you're in the States and you need skincare. 72 00:03:23,735 --> 00:03:24,155 Go ahead. 73 00:03:24,665 --> 00:03:26,975 Anyway, let's talk about Brett. 74 00:03:26,975 --> 00:03:32,015 Brett is a seasoned entrepreneur, a digital marketer and podcast host. 75 00:03:32,015 --> 00:03:35,825 He leads an eight figure ad agency of Google, YouTube, and 76 00:03:35,825 --> 00:03:38,075 Amazon marketing rock stars. 77 00:03:38,075 --> 00:03:38,735 I love that phrase. 78 00:03:39,545 --> 00:03:42,365 Now, the thing you don't know about Brett necessarily is the 79 00:03:42,365 --> 00:03:45,755 man is the father of eight kids. 80 00:03:46,125 --> 00:03:49,035 And a basketball coach, and we now understand why he 81 00:03:49,035 --> 00:03:50,355 needs an eight figure agency. 82 00:03:52,875 --> 00:03:55,335 So Brett, eight kids. 83 00:03:55,785 --> 00:03:58,785 Uh, welcome to the podcast, bud it's great to have you here. 84 00:03:58,785 --> 00:04:00,285 Great to be finally doing this. 85 00:04:00,315 --> 00:04:01,425 Uh, thanks for joining me. 86 00:04:01,965 --> 00:04:03,675 Yeah, Matt, I'm, I'm so excited. 87 00:04:03,680 --> 00:04:04,905 And, and yeah, of course. 88 00:04:04,905 --> 00:04:07,215 Shout out to Jared Mitchell cuz he made this connection like that. 89 00:04:07,215 --> 00:04:11,115 That's how you and I met, we met like a year ago or more and we're like, whoa. 90 00:04:11,385 --> 00:04:12,375 Really connection. 91 00:04:12,375 --> 00:04:15,545 We enjoyed it, but uh, We just weren't able to make this happen 92 00:04:15,545 --> 00:04:17,555 until now, but it's happening. 93 00:04:17,555 --> 00:04:18,515 I'm excited to be here. 94 00:04:18,515 --> 00:04:21,290 Thanks for the invite and, uh, Excited. 95 00:04:21,980 --> 00:04:22,850 Ah, good, good. 96 00:04:22,850 --> 00:04:25,820 We were saying before we hit the record button, we actually, I actually 97 00:04:25,820 --> 00:04:29,420 host three different podcasts and you are on all three of them, right? 98 00:04:29,450 --> 00:04:30,560 And we're recording all three. 99 00:04:30,560 --> 00:04:31,520 Its a trifactor. 100 00:04:31,540 --> 00:04:32,310 That's right. 101 00:04:32,600 --> 00:04:33,470 That's exactly it. 102 00:04:33,920 --> 00:04:36,140 And you are, we're recording all three this week. 103 00:04:36,140 --> 00:04:38,720 So, uh, I, I did say at the start, I'm really sorry. 104 00:04:38,765 --> 00:04:40,895 Because you're gonna get really bored with the sound of my voice. 105 00:04:41,495 --> 00:04:42,115 Uh, but it's, 106 00:04:42,115 --> 00:04:43,885 We may be tired of each other, but that's okay.. 107 00:04:44,085 --> 00:04:45,965 We'll, we'll push the limits and we'll just see where it goes. 108 00:04:46,235 --> 00:04:46,745 See where it goes. 109 00:04:47,075 --> 00:04:49,785 We might be calling Jared up at the end of the week going, why did you do that? 110 00:04:49,785 --> 00:04:49,865 Yeah. 111 00:04:49,865 --> 00:04:50,975 What were you thinking Jared? 112 00:04:51,265 --> 00:04:52,565 I'll take back the Thank you. 113 00:04:54,515 --> 00:04:55,505 You never know, right? 114 00:04:55,510 --> 00:04:56,165 You never know. 115 00:04:56,795 --> 00:05:00,235 So, uh, Brett, listen, tell me, uh, you've got a podcast, right? 116 00:05:01,235 --> 00:05:02,945 I do, actually I have two podcasts. 117 00:05:02,975 --> 00:05:05,945 Uh, one is a, a longstanding podcast called e-Commerce 118 00:05:05,945 --> 00:05:08,705 Evolution started in 2017. 119 00:05:09,075 --> 00:05:09,165 Oh, wow. 120 00:05:09,165 --> 00:05:12,095 Where we talk about what's new, what's next in e-commerce, I 121 00:05:12,100 --> 00:05:13,865 have phenomenal guests on there. 122 00:05:13,925 --> 00:05:15,095 Uh, like Jared Mitchell. 123 00:05:15,095 --> 00:05:15,995 Man, he's getting a lot of airtime. 124 00:05:15,995 --> 00:05:20,925 We should, you should probably charge him at some point, but also, uh, Ezra 125 00:05:20,930 --> 00:05:24,895 Firestone, Miki Agarwal from, from Tushy, Roland Frazier lot, lots of big names. 126 00:05:24,895 --> 00:05:26,305 So talking about growth in e-commerce. 127 00:05:26,335 --> 00:05:31,645 And then I have a, a series based, kinda a mini-series podcast called Spicy Curry. 128 00:05:32,065 --> 00:05:33,935 And uh, it's called that cuz my last name is Curry. 129 00:05:33,935 --> 00:05:35,545 And we get spicy on that podcast. 130 00:05:35,545 --> 00:05:38,065 We're talking about Hot takes in e-commerce. 131 00:05:38,095 --> 00:05:42,195 Uh, season one's about eight episodes, um, working on season two coming up. 132 00:05:42,195 --> 00:05:43,345 So couple of ways. 133 00:05:43,345 --> 00:05:45,135 If, if you get done with this podcast and you're like. 134 00:05:45,635 --> 00:05:46,445 I'm sick of this guy. 135 00:05:46,445 --> 00:05:47,045 I totally get it. 136 00:05:47,155 --> 00:05:49,045 Or you may be like, I want to listen to this dude a little more. 137 00:05:49,045 --> 00:05:50,285 Then you, you have two options to. 138 00:05:51,735 --> 00:05:52,475 Yeah, yeah, yeah. 139 00:05:52,475 --> 00:05:53,045 Absolutely. 140 00:05:53,045 --> 00:05:55,805 Go ahead and go ahead and subscribe to Brett's podcast, uh, which we'll, of 141 00:05:55,805 --> 00:05:57,185 course, we will link in the show notes. 142 00:05:57,665 --> 00:06:02,165 Uh, now tell me, uh, OMG Commerce, uh, what do you guys do? 143 00:06:03,425 --> 00:06:03,635 Yeah. 144 00:06:03,635 --> 00:06:06,875 So we're performance driven marketing agency and we serve 145 00:06:06,875 --> 00:06:09,005 exclusively e-commerce brands. 146 00:06:09,065 --> 00:06:13,025 So we help e-commerce brands grow, get more customers scale, 147 00:06:13,085 --> 00:06:17,885 and, and we do that primarily through the Google ads ecosystem. 148 00:06:17,890 --> 00:06:21,815 So Google search shopping, YouTube, uh, performance Max, which is new, I think 149 00:06:21,935 --> 00:06:23,345 we're gonna touch on a little bit today. 150 00:06:23,375 --> 00:06:23,735 Yeah. 151 00:06:23,795 --> 00:06:25,205 Uh, and then Amazon. 152 00:06:25,205 --> 00:06:27,795 And so on the Amazon side, we're full channel management. 153 00:06:27,795 --> 00:06:33,455 So, from Optimization to inventory management, to Amazon ads. 154 00:06:33,785 --> 00:06:36,515 Uh, and we do a lot with Amazon ads, so we're one of the fastest 155 00:06:36,515 --> 00:06:39,395 growing Amazon DSP agency is about four or five years ago. 156 00:06:39,815 --> 00:06:44,645 Uh, and then we run email and so, so yeah, we're a team of approaching 70 now. 157 00:06:45,035 --> 00:06:45,155 Good. 158 00:06:45,155 --> 00:06:48,215 And, uh, we've worked with some great brands like, uh, native Deodorant 159 00:06:48,215 --> 00:06:51,755 and Boom by Cindy Joseph and Overtone and, and a number of others. 160 00:06:51,755 --> 00:06:53,315 And so, yeah, that's what we do. 161 00:06:53,375 --> 00:06:58,445 We're, we're all performance, uh, driven and, uh, help e-commerce brands upscale. 162 00:06:59,005 --> 00:06:59,625 Fantastic. 163 00:06:59,650 --> 00:07:00,845 And how did you get into it? 164 00:07:00,845 --> 00:07:03,245 I mean, did you just wake up one day and think I'll do paid media, 165 00:07:03,275 --> 00:07:04,475 or was there a bit more a story? 166 00:07:04,625 --> 00:07:06,215 I wanna help e-commerce brands. 167 00:07:06,215 --> 00:07:10,525 Yeah, I want, one day I wanna be on Matt Edmundson podcast show. 168 00:07:10,555 --> 00:07:13,155 How can I, how can I get, what's the clearest path to get there? 169 00:07:13,155 --> 00:07:16,655 Yeah, what's interesting, I have always loved advertising, 170 00:07:16,655 --> 00:07:17,645 which is really strange. 171 00:07:17,960 --> 00:07:20,960 I remember as a kid liking infomercials. 172 00:07:20,960 --> 00:07:22,940 So I don't know, I don't know if how well this translates Matt, 173 00:07:22,940 --> 00:07:24,600 but do you know the Ginsu knives? 174 00:07:24,620 --> 00:07:27,050 The Ginsu knife infomercial? 175 00:07:27,620 --> 00:07:29,330 Uh, I, I know what an infomercial is. 176 00:07:29,335 --> 00:07:32,420 I'm not particularly, I'm not okay with that particular product. 177 00:07:32,420 --> 00:07:35,450 I just remember watching the Ginsu Knife, like there was a, it was a single take 178 00:07:35,450 --> 00:07:38,480 cut, you know, where like they use a Ginsu knife and they cut through a, a soda 179 00:07:38,480 --> 00:07:40,520 can, and then it slices through a tomato. 180 00:07:40,550 --> 00:07:40,670 Mm-hmm. 181 00:07:40,910 --> 00:07:42,170 , and then it cuts through a rope. 182 00:07:42,350 --> 00:07:43,440 I just remember watching it like. 183 00:07:43,950 --> 00:07:44,810 I gotta have that knife. 184 00:07:44,810 --> 00:07:45,410 That's awesome. 185 00:07:45,410 --> 00:07:45,650 Right? 186 00:07:45,770 --> 00:07:48,560 . So then I remember thinking as a kid, like who makes, but who 187 00:07:48,560 --> 00:07:49,790 makes the commercials, right? 188 00:07:49,810 --> 00:07:50,170 Mm-hmm. 189 00:07:50,250 --> 00:07:54,680 . And so, uh, anyway, it's always been kind of, uh, drawn to marketing and what makes 190 00:07:54,890 --> 00:07:56,960 people buy one brand versus another brand. 191 00:07:57,380 --> 00:08:02,000 Uh, but worked in radio for a little while, so did radio, did tv, and then in 192 00:08:02,000 --> 00:08:07,160 like 2004, learned SEO had an opportunity to learn SEO and kinda understand. 193 00:08:07,960 --> 00:08:09,965 , why do people search the way they search and how do we get 194 00:08:09,965 --> 00:08:12,275 sites to rank on search engines? 195 00:08:12,280 --> 00:08:14,405 And that, that kind of started this path down. 196 00:08:14,765 --> 00:08:15,905 Hey, I, I kinda like Google. 197 00:08:15,965 --> 00:08:17,045 I like what Google's up to. 198 00:08:17,050 --> 00:08:20,825 I like, I like how they connect brands to shoppers. 199 00:08:20,945 --> 00:08:21,035 Mm-hmm. 200 00:08:21,275 --> 00:08:22,445 . And so, so that's how it started. 201 00:08:22,445 --> 00:08:26,225 So we started OMG in 2010 and, uh, grew from an SEO agency 202 00:08:26,225 --> 00:08:28,385 to primarily paid traffic. 203 00:08:28,715 --> 00:08:31,475 Uh, because I'd done some TV back in the day. 204 00:08:31,475 --> 00:08:35,915 Then when, when YouTube kind of started to develop a, a, a performance element 205 00:08:35,945 --> 00:08:40,535 with TrueView or TrueView ads, um, It was like my world's collided, right? 206 00:08:40,535 --> 00:08:44,195 It was, they had some search components and understanding intent 207 00:08:44,285 --> 00:08:46,175 of a user, but then also video. 208 00:08:46,175 --> 00:08:47,175 The power of video. 209 00:08:47,175 --> 00:08:48,555 Video can make you a celebrity. 210 00:08:48,575 --> 00:08:52,175 Video, you know, is one of the best, uh, selling tools out there. 211 00:08:52,180 --> 00:08:54,725 And so, mm-hmm , so it was really about 2016. 212 00:08:55,355 --> 00:08:58,895 They kinda went all in on, on YouTube ads and started growing the 213 00:08:58,895 --> 00:09:00,905 agency, uh, uh, through YouTube. 214 00:09:00,905 --> 00:09:02,345 And so it's been interesting. 215 00:09:02,405 --> 00:09:05,705 You, you know, when I first, I first started talking from stage 216 00:09:05,710 --> 00:09:10,415 about YouTube in like 2016, 2017, and almost nobody was doing it. 217 00:09:10,745 --> 00:09:10,985 Yeah. 218 00:09:11,005 --> 00:09:14,285 And, and now it's more popular, but barely. 219 00:09:14,285 --> 00:09:17,255 But I think, man, I think that YouTube's about to have its day. 220 00:09:17,255 --> 00:09:19,805 I think people are, finally catching the vision. 221 00:09:20,235 --> 00:09:24,165 and, uh, so anyway, so that, that, I, I basically, I love, I love good brands 222 00:09:24,165 --> 00:09:29,485 and I love telling good brand stories and love doing that, through, digital ads.. 223 00:09:31,010 --> 00:09:32,420 It's interesting you say that. 224 00:09:32,510 --> 00:09:37,850 Um, YouTube's gonna have its day and, and, and, uh, and how actually not a lot 225 00:09:37,850 --> 00:09:41,750 of brands are using, a lot of e-commerce brands are, are using YouTube and I, 226 00:09:41,750 --> 00:09:43,250 I've done a lot of coaching, right? 227 00:09:43,700 --> 00:09:46,850 And not, I can't remember one person going, man, we've got 228 00:09:46,850 --> 00:09:48,230 up our budget on YouTube ads. 229 00:09:48,230 --> 00:09:50,450 Everybody talks Facebook and Google. 230 00:09:50,450 --> 00:09:50,690 Right? 231 00:09:51,470 --> 00:09:52,700 But of course, Facebook is. 232 00:09:53,825 --> 00:09:57,815 It's got its issues now and I think, uh, more than ever it 233 00:09:57,815 --> 00:10:00,515 was even in the mainstream news. 234 00:10:00,515 --> 00:10:02,555 That's how we know it's going on over here in the uk. 235 00:10:03,005 --> 00:10:06,515 Um, Facebook are struggling because people are going, well, 236 00:10:06,515 --> 00:10:07,865 what do we do instead of Facebook? 237 00:10:07,865 --> 00:10:11,705 And so I think we are now looking at these e-commerce entrepreneurs are 238 00:10:11,705 --> 00:10:14,735 now looking back at some of the things that maybe they're not doing, where 239 00:10:14,735 --> 00:10:16,405 they were heavily reliant on Facebook. 240 00:10:16,715 --> 00:10:21,455 So why is it, do you think that we don't, as e-commerce 241 00:10:21,455 --> 00:10:23,045 entrepreneurs use YouTube ads? 242 00:10:23,765 --> 00:10:25,775 And why do you think maybe we should? 243 00:10:26,705 --> 00:10:30,095 Yeah, so I, I'll answer the, the second part of that first. 244 00:10:30,095 --> 00:10:33,095 So, so the reason I think we should consider YouTube, and the reason 245 00:10:33,095 --> 00:10:36,245 I think YouTube is about to have its day is really a few things. 246 00:10:36,275 --> 00:10:38,405 Uh, one, it it's got the users, right? 247 00:10:38,405 --> 00:10:42,095 So, so I think it's like 2 billion active monthly users globally, 248 00:10:42,095 --> 00:10:43,205 which I know it's a huge number. 249 00:10:43,210 --> 00:10:45,275 Kinda hard to wrap your mind around, but, but essentially 250 00:10:45,275 --> 00:10:46,835 everybody is on YouTube, right? 251 00:10:46,835 --> 00:10:48,485 We, we have brands that are targeting. 252 00:10:48,965 --> 00:10:54,665 50 plus year old women, we have brands targeting, uh, 20 year old, 253 00:10:54,725 --> 00:10:58,415 uh, people that want to color their hair and, and everything in between. 254 00:10:58,445 --> 00:10:58,655 Right. 255 00:10:58,655 --> 00:11:01,505 And if, uh, Matt, you've got, you've got a teenager, right? 256 00:11:01,535 --> 00:11:01,835 Zoe? 257 00:11:01,955 --> 00:11:02,795 Zoe, teenager. 258 00:11:02,800 --> 00:11:02,935 Yeah. 259 00:11:02,945 --> 00:11:03,155 Yeah. 260 00:11:03,155 --> 00:11:03,495 She is. 261 00:11:03,545 --> 00:11:06,950 Is she, does she, is she actively using YouTube? 262 00:11:06,950 --> 00:11:08,930 I'm just curious what her take is on on Facebook. 263 00:11:08,960 --> 00:11:09,680 Oh, yeah. 264 00:11:10,040 --> 00:11:11,360 She's never been on Facebook. 265 00:11:11,360 --> 00:11:12,560 She doesn't have a Facebook account. 266 00:11:12,565 --> 00:11:13,820 If she does, I don't know about it. 267 00:11:14,180 --> 00:11:16,250 Um, but she's on YouTube all the time. 268 00:11:16,250 --> 00:11:18,800 Mainly learning stuff like how to draw, how to grow. 269 00:11:18,805 --> 00:11:19,270 Yeah, exactly. 270 00:11:19,275 --> 00:11:22,460 So, and, and this, this is, we see this in data too, right? 271 00:11:22,460 --> 00:11:24,110 But even just looking at, you know, your family. 272 00:11:24,110 --> 00:11:27,680 My family, so, so all of my teenagers, they all use YouTube, right? 273 00:11:27,680 --> 00:11:28,460 They wanna learn something. 274 00:11:28,460 --> 00:11:31,330 My, my, my son just got a sales job and so he is learning how 275 00:11:31,330 --> 00:11:32,470 to close and how to do things. 276 00:11:32,470 --> 00:11:33,640 He's looking on YouTube, right? 277 00:11:33,940 --> 00:11:36,160 Um, the only reason he has a Facebook account is when he sells 278 00:11:36,160 --> 00:11:37,480 stuff on marketplace, right? 279 00:11:37,480 --> 00:11:39,820 So, so long-live Facebook. 280 00:11:39,820 --> 00:11:42,610 I think Facebook is gonna be fine for the, the immediate future. 281 00:11:42,610 --> 00:11:43,420 We'll see long-term. 282 00:11:43,690 --> 00:11:43,810 Yeah. 283 00:11:43,810 --> 00:11:45,780 But I think the future's bright for YouTube. 284 00:11:45,780 --> 00:11:48,760 The, users are there, the engagement is there, which is awesome. 285 00:11:49,150 --> 00:11:51,550 Uh, the other thing is the data is there, right? 286 00:11:51,550 --> 00:11:55,460 So when we wanna look at behavioral data, how do we target someone 287 00:11:55,460 --> 00:11:59,240 based on shopping patterns, search behavior, things like that. 288 00:11:59,660 --> 00:12:00,590 Google has that, right? 289 00:12:00,590 --> 00:12:03,170 Google has more of that data than almost anybody else. 290 00:12:03,170 --> 00:12:07,760 Amazon's maybe close, but, Google, uh, can use that data because 291 00:12:07,760 --> 00:12:09,080 it's first party data, right? 292 00:12:09,085 --> 00:12:10,730 When you're typing a search into Google. 293 00:12:10,970 --> 00:12:11,090 Yeah. 294 00:12:11,090 --> 00:12:13,250 That's you giving your data directly to Google. 295 00:12:13,865 --> 00:12:16,355 So we can use that, you know, for targeting on ads and stuff. 296 00:12:16,355 --> 00:12:20,725 So, got the users, got the data, and then it's just such a powerful vehicle, right? 297 00:12:20,725 --> 00:12:22,495 Powerful for, targeting. 298 00:12:22,895 --> 00:12:24,605 And, and it's a visual medium. 299 00:12:24,695 --> 00:12:27,845 And you know, we just tell a story really, really well through YouTube 300 00:12:27,845 --> 00:12:29,045 ads and we do it the the right way. 301 00:12:29,425 --> 00:12:34,065 I, I think the reason most people have missed it is because they've, 302 00:12:34,385 --> 00:12:38,825 tried to just take their Facebook video or their Instagram video 303 00:12:38,825 --> 00:12:40,175 and they put it on YouTube. 304 00:12:40,175 --> 00:12:40,355 Right. 305 00:12:40,355 --> 00:12:40,445 Okay. 306 00:12:40,445 --> 00:12:42,005 But it's, a different beast. 307 00:12:42,335 --> 00:12:44,405 And I really think, you know, hats off to Facebook. 308 00:12:44,435 --> 00:12:46,775 Facebook made it easy to start testing, right? 309 00:12:46,780 --> 00:12:47,125 Mm-hmm. 310 00:12:47,205 --> 00:12:51,365 , the ad platform is a little newer, so it's easier to spin up campaigns 311 00:12:51,365 --> 00:12:55,715 and ad sets and you can test with a simple image and some copy, right? 312 00:12:55,715 --> 00:12:58,835 Where on YouTube, like the video has to do all the work. 313 00:12:58,865 --> 00:13:01,745 The video has to stop someone in their tracks. 314 00:13:01,745 --> 00:13:01,925 Right? 315 00:13:01,925 --> 00:13:04,475 And it's gotta, so it's gotta hook someone, it's gotta keep them, 316 00:13:04,685 --> 00:13:08,195 uh, entertained and, and focused long enough to, to get the click. 317 00:13:08,195 --> 00:13:10,385 And so the creative is a little bit harder. 318 00:13:10,385 --> 00:13:14,765 So there's the, there's this real barrier to entry on YouTube, but then I think 319 00:13:14,795 --> 00:13:17,285 even more than that, there's like this perceived barrier to entry, right? 320 00:13:17,285 --> 00:13:21,035 Where it's, it's just, it feels harder to test on YouTube. 321 00:13:21,185 --> 00:13:23,505 And so hopefully we can kind of demystify that a little lit. 322 00:13:24,105 --> 00:13:25,220 But I think that's the main reason. 323 00:13:25,220 --> 00:13:27,950 I think people just don't know how to approach YouTube. 324 00:13:28,190 --> 00:13:28,430 Yeah. 325 00:13:28,430 --> 00:13:30,830 And if they did approach it, they went about it the wrong way. 326 00:13:30,830 --> 00:13:32,600 And so they've kinda stepped back. 327 00:13:32,600 --> 00:13:37,520 I think, I think it's easier to get success on Facebook faster. 328 00:13:37,760 --> 00:13:37,910 Yeah. 329 00:13:37,910 --> 00:13:41,030 But YouTube just has a ton of scale opportunity and, and like I said, 330 00:13:41,030 --> 00:13:41,960 I think it's gonna have its day. 331 00:13:42,890 --> 00:13:43,250 Yeah. 332 00:13:43,250 --> 00:13:44,960 I'm, I'm curious about this, Brett. 333 00:13:44,960 --> 00:13:45,470 I'm not gonna lie. 334 00:13:45,470 --> 00:13:49,340 I, the reason why, again, like most people, um, who have 335 00:13:49,340 --> 00:13:50,600 e-commerce websites, right? 336 00:13:50,600 --> 00:13:52,730 I, I've used Facebook ads over the years. 337 00:13:53,660 --> 00:13:57,695 and I'm seeing the falling uh, response from Facebook ads and I'm thinking, 338 00:13:58,175 --> 00:13:59,985 how else do I go and get new customers? 339 00:13:59,985 --> 00:14:00,545 Are Google ads? 340 00:14:00,545 --> 00:14:01,055 They're good. 341 00:14:01,060 --> 00:14:03,425 They're strong, and we'll, we'll touch on Google ads later, but 342 00:14:03,755 --> 00:14:07,475 Google Ads are great for people who are showing shopping intent, right? 343 00:14:07,475 --> 00:14:09,125 They're online, they're looking for something. 344 00:14:09,725 --> 00:14:13,505 Whereas Facebook was always, wow, I'm just gonna try and see if I 345 00:14:13,505 --> 00:14:15,125 can gather Do you know what I mean? 346 00:14:15,125 --> 00:14:18,485 I'm gonna cast my nets and see what fish I can gather kind of thing. 347 00:14:19,085 --> 00:14:22,115 Um, and it strikes me that YouTube would be a good platform 348 00:14:22,355 --> 00:14:24,845 to do that type of stuff with. 349 00:14:24,845 --> 00:14:28,415 So the concept behind Facebook, you know, where you are interrupting 350 00:14:28,415 --> 00:14:31,565 people and, and maybe trying to find an audience you've not yet seen, you. 351 00:14:32,270 --> 00:14:33,710 That's what you could use YouTube. 352 00:14:33,740 --> 00:14:34,970 Cause I'm not necessarily on YouTube. 353 00:14:35,420 --> 00:14:39,200 Well, maybe I am on YouTube to buy cause I'm searching up the latest woodworking 354 00:14:39,200 --> 00:14:40,580 tool, you know, and how to use it. 355 00:14:40,580 --> 00:14:42,140 And maybe I could, uh, add that way. 356 00:14:42,470 --> 00:14:45,565 So is it a, is actually therefore thinking this out loud. 357 00:14:46,125 --> 00:14:49,070 YouTube a brilliant platform for both of those things. 358 00:14:50,090 --> 00:14:51,020 Yeah, it really is. 359 00:14:51,020 --> 00:14:53,990 And so, you know, we, we like to kind of talk about those, those two different 360 00:14:54,170 --> 00:14:56,780 sides of marketing, uh, demand generation. 361 00:14:57,060 --> 00:14:57,340 Mm-hmm. 362 00:14:57,420 --> 00:15:00,470 where you're trying to stir up and create a little bit of demand, right? 363 00:15:00,470 --> 00:15:02,990 That's what you do with your Facebook ads, where you're trying to just find 364 00:15:02,995 --> 00:15:06,440 a person who's likely to buy what you sell and you're interrupting them and 365 00:15:06,460 --> 00:15:08,135 saying, Hey, look how awesome this is. 366 00:15:08,135 --> 00:15:08,915 You should check it out, right? 367 00:15:08,915 --> 00:15:10,445 So you're trying to generate some demand. 368 00:15:10,895 --> 00:15:13,025 On the Google side if you're looking at search ads, whether it's 369 00:15:13,085 --> 00:15:16,655 search ads, you know, text ads or shopping, love Google shopping, 370 00:15:16,985 --> 00:15:18,425 that's more demand capture, right? 371 00:15:18,425 --> 00:15:21,365 Someone's on Google, they're searching for break pads, or 372 00:15:21,365 --> 00:15:24,455 they're, they're searching for, you know, woodworking tools, whatever. 373 00:15:24,460 --> 00:15:26,015 And so you're, you're capturing that demand. 374 00:15:26,495 --> 00:15:28,085 Uh, YouTube is good at both. 375 00:15:28,445 --> 00:15:33,560 Usually when someone encounters YouTube during a shopping process, it's early. 376 00:15:33,560 --> 00:15:35,030 It's one of the first things they do. 377 00:15:35,240 --> 00:15:35,360 Mm-hmm. 378 00:15:35,600 --> 00:15:38,960 . So I think YouTube definitely could do what Facebook does in 379 00:15:38,960 --> 00:15:42,965 terms of interrupting that, that new likely customer, but the kind 380 00:15:43,100 --> 00:15:44,930 of that demand generation piece. 381 00:15:44,990 --> 00:15:45,230 Yeah. 382 00:15:45,290 --> 00:15:49,390 And so, you know, the way I always look at it is, is if you can run Facebook 383 00:15:49,390 --> 00:15:55,275 video ads To a cold audience and you've got a lander that, that converts them 384 00:15:55,275 --> 00:15:58,125 and either gets them on your email list so you can follow up with them, 385 00:15:58,155 --> 00:16:00,585 or it's driving some direct sales. 386 00:16:00,590 --> 00:16:04,725 If you're doing that on Facebook, then you should be able to do the same thing on, 387 00:16:04,725 --> 00:16:09,495 on YouTube, maybe just with some tweaks, uh, especially to the video, maybe to the 388 00:16:09,495 --> 00:16:11,355 Lander too, but most of the video mm-hmm. 389 00:16:11,595 --> 00:16:14,575 Uh, but yes, it's great at demand Generation. 390 00:16:14,970 --> 00:16:16,370 It's also good free marketing, right? 391 00:16:16,370 --> 00:16:17,870 So you can also use at the bottom of the funnel. 392 00:16:18,200 --> 00:16:18,380 Yeah. 393 00:16:18,380 --> 00:16:20,780 Um, to remarket to users, which is very, very powerful. 394 00:16:20,780 --> 00:16:23,600 And then there's kind of that in between too, where it's like, there 395 00:16:23,605 --> 00:16:26,600 are people that go to YouTube and, and I don't really use YouTube this 396 00:16:26,605 --> 00:16:30,410 way, but millions of people do, where they go on, they search for reviews. 397 00:16:30,410 --> 00:16:30,620 Right. 398 00:16:30,620 --> 00:16:33,260 Or unboxing, you know, I'm about to buy the new iPhone. 399 00:16:33,260 --> 00:16:33,261 Yeah. 400 00:16:33,560 --> 00:16:36,605 I wanna see the unboxing, or I need to buy a new mattress, 401 00:16:36,605 --> 00:16:37,715 I'm gonna look for reviews. 402 00:16:37,715 --> 00:16:40,505 So there are people that do product research on YouTube. 403 00:16:40,505 --> 00:16:40,595 Mm-hmm. 404 00:16:40,835 --> 00:16:42,815 . So that's kind of mid-funnel as I would say it. 405 00:16:42,955 --> 00:16:43,275 Yeah. 406 00:16:43,280 --> 00:16:46,565 Um, and so you can, you can target those people and show your ad there as well. 407 00:16:46,565 --> 00:16:47,475 So it's pretty versatile. 408 00:16:49,265 --> 00:16:55,685 And am I right then in saying because it is this versatile, but you, you don't 409 00:16:55,715 --> 00:16:59,865 have this, um, , it's gonna have its day. 410 00:16:59,885 --> 00:17:02,915 It's not really prime, like, you know, Facebook was maybe two years 411 00:17:02,915 --> 00:17:05,225 ago, or, or Google Ads is right now. 412 00:17:05,555 --> 00:17:11,645 Is it therefore quite a, um, a cost effective platform to, to launch onto? 413 00:17:12,515 --> 00:17:12,845 Yeah. 414 00:17:12,845 --> 00:17:15,635 So this is where, this is where it gets tricky, right? 415 00:17:15,635 --> 00:17:19,125 I think, um, you do have to have the right ad. 416 00:17:19,250 --> 00:17:24,620 And um, there's also some ways you structure campaigns that are, that 417 00:17:24,620 --> 00:17:28,460 are getting easier, but in, in the early days, like, hey, to really be 418 00:17:28,460 --> 00:17:33,800 effective on YouTube, you probably needed about 15 to 30,000 a month to test. 419 00:17:33,860 --> 00:17:33,950 Mm-hmm. 420 00:17:34,250 --> 00:17:36,980 , I believe that's largely changed because of some new bidding 421 00:17:36,980 --> 00:17:38,630 structures that, that YouTube has. 422 00:17:38,660 --> 00:17:38,810 Yeah. 423 00:17:38,990 --> 00:17:42,590 So now I think you can test with kinda like a five to 10 k a month budget. 424 00:17:42,950 --> 00:17:45,590 Um, because you, you gotta get enough frequency, you gotta get 425 00:17:45,590 --> 00:17:50,525 enough impressions, enough views, To really see if it's gonna work or not. 426 00:17:50,525 --> 00:17:55,865 So, so I think that has become easier than it was say, just, just a few years ago. 427 00:17:56,195 --> 00:17:59,405 Uh, but the, the real key is getting the video right? 428 00:17:59,405 --> 00:17:59,615 Right. 429 00:17:59,615 --> 00:18:02,285 You get the structure of the video Correct. 430 00:18:02,675 --> 00:18:04,025 And then you're gonna be in a lot better shape. 431 00:18:04,025 --> 00:18:07,295 So there are people that are succeeding on YouTube now. 432 00:18:07,385 --> 00:18:10,795 Uh, so when I say it has its day, I think they're just more people that are kind of 433 00:18:11,185 --> 00:18:16,000 realizing, Hey, I can't just rely on Facebook and I think we can 434 00:18:16,000 --> 00:18:17,650 tweak our videos o work for YouTube. 435 00:18:17,650 --> 00:18:19,000 So I think it's just gonna continue to build. 436 00:18:19,060 --> 00:18:19,180 Mm-hmm. 437 00:18:19,480 --> 00:18:22,090 , we've got several, we have several advertisers we work with that are 438 00:18:22,095 --> 00:18:28,600 spending three, four, 5 million a month on ads, and now YouTube is as big or 439 00:18:28,600 --> 00:18:30,430 bigger than their their Facebook budget. 440 00:18:30,430 --> 00:18:32,150 So I think that's happening right now. 441 00:18:32,800 --> 00:18:33,200 Wow. 442 00:18:34,240 --> 00:18:38,555 So, I mean, I've not got three to 4 million to spend a month on ads. 443 00:18:38,555 --> 00:18:39,035 I wish I did. 444 00:18:39,035 --> 00:18:40,265 You don't have to start, you don't have to start there. 445 00:18:40,265 --> 00:18:42,605 But I'm just saying like, those are people that are spending a lot of money 446 00:18:42,905 --> 00:18:44,255 and they're finding success on YouTube. 447 00:18:44,285 --> 00:18:49,775 Yeah, no, I totally, so you, you, you talk about having the right type of ads. 448 00:18:50,165 --> 00:18:50,285 Mm-hmm. 449 00:18:50,365 --> 00:18:52,895 . So what, what do you mean when you say that? 450 00:18:52,895 --> 00:18:56,255 Because I, I think a lot of people at the moment when they think video 451 00:18:56,255 --> 00:18:59,135 are instantly thinking TikTok, because everyone's telling them 452 00:18:59,135 --> 00:19:00,605 to advertise on TikTok, right. 453 00:19:01,985 --> 00:19:03,275 I'm assuming it's different. 454 00:19:04,115 --> 00:19:04,775 It is different. 455 00:19:04,775 --> 00:19:06,155 And I will say something about TikTok. 456 00:19:06,215 --> 00:19:09,515 Um, one, I don't really like TikTok as a user, but that's beside the point, right? 457 00:19:09,515 --> 00:19:12,995 I, I, I know to, to be marketers, like, we gotta do what our customers like, not what 458 00:19:12,995 --> 00:19:14,315 we like, but I, I don't like it as a user. 459 00:19:14,315 --> 00:19:14,405 Mm-hmm. 460 00:19:14,765 --> 00:19:17,345 . Uh, what's interesting though, you know, I get to see a lot of big 461 00:19:17,350 --> 00:19:18,875 advertisers and what they're spending. 462 00:19:19,505 --> 00:19:24,525 I don't see anybody spending more than 10% of their budget on TikTok. 463 00:19:24,545 --> 00:19:26,105 I still think you should do it. 464 00:19:26,165 --> 00:19:27,275 I think you should be there. 465 00:19:27,275 --> 00:19:29,795 I think you should try organic TikTok as well. 466 00:19:30,185 --> 00:19:32,405 But we're not seeing TikTok explode. 467 00:19:32,410 --> 00:19:32,615 Right? 468 00:19:32,615 --> 00:19:35,615 Usually like what really moves the needle at scale. 469 00:19:35,675 --> 00:19:37,295 Facebook, YouTube, Google. 470 00:19:37,295 --> 00:19:37,355 Yeah. 471 00:19:37,535 --> 00:19:40,235 And we're also seeing Native Ads, which that could be another podcast 472 00:19:40,240 --> 00:19:42,125 at some point, but, but native ads are, are pretty powerful. 473 00:19:42,485 --> 00:19:46,055 Um, so, so ads that work though, kinda depends on, on a couple things. 474 00:19:46,055 --> 00:19:50,195 One, if you're just using YouTube as an awareness vehicle, which you can do that. 475 00:19:50,460 --> 00:19:53,280 The second most visited website on the planet. 476 00:19:53,400 --> 00:19:53,490 Mm-hmm. 477 00:19:53,730 --> 00:19:54,930 , second largest search engine. 478 00:19:54,930 --> 00:19:55,080 Right? 479 00:19:55,080 --> 00:19:58,320 It's got so many users, you can use it for an awareness plane. 480 00:19:58,320 --> 00:20:01,110 We have, we have some bigger brands and P&G brands that, that do that. 481 00:20:01,410 --> 00:20:03,900 Uh, Procter and Gamble brands that, that use YouTube for awareness. 482 00:20:03,900 --> 00:20:08,740 If you're doing that, then often shorter videos, 30 seconds can work. 483 00:20:08,740 --> 00:20:08,860 Right? 484 00:20:08,860 --> 00:20:11,980 You're just kind of trying to get engagement and maybe build a list 485 00:20:11,980 --> 00:20:15,640 of people that are engaged so you can follow up with search ads or, or 486 00:20:15,645 --> 00:20:17,440 more, you know, conversion driven ads. 487 00:20:17,500 --> 00:20:17,590 Mm-hmm. 488 00:20:17,860 --> 00:20:21,220 , but if, if you wanna drive conversions, and essentially all of our clients 489 00:20:21,225 --> 00:20:22,420 are performance-based, right? 490 00:20:22,420 --> 00:20:25,300 They wanna, they wanna drive new customers. 491 00:20:25,835 --> 00:20:29,555 Yeah, an acceptable CPA or CAC, you know, customer acquisition cost. 492 00:20:29,945 --> 00:20:33,365 So for that, uh, we're seeing longer form videos work. 493 00:20:33,395 --> 00:20:33,665 Right. 494 00:20:33,665 --> 00:20:33,695 Okay. 495 00:20:33,695 --> 00:20:35,075 And, and, and you gotta think about it this way. 496 00:20:35,615 --> 00:20:40,295 If we're running Facebook ads, it could be a short, you know, 15 to 30 second ad. 497 00:20:40,355 --> 00:20:44,525 Uh, a good friend of mine owns a coffee business and one of their top 498 00:20:44,525 --> 00:20:48,635 ads for a long time on Facebook was like, of this, uh, kind of sexy, tasty 499 00:20:48,635 --> 00:20:52,475 looking chocolate cake and pouring coffee next to the chocolate cake. 500 00:20:52,475 --> 00:20:53,915 And it was just like, it was just like eye candy. 501 00:20:53,915 --> 00:20:55,245 You know, you look at it and you're like, oh that looks 502 00:20:55,245 --> 00:20:55,785 delicious. 503 00:20:56,205 --> 00:21:00,105 But then the copy above the ad on Facebook is what really sold you 504 00:21:00,355 --> 00:21:01,485 on the coffee and made you click. 505 00:21:02,025 --> 00:21:04,335 Well, with YouTube all you have is the video, right? 506 00:21:04,340 --> 00:21:04,905 That's all you see. 507 00:21:04,905 --> 00:21:08,025 You gotta, there's a call to action buttons and stuff, but not much text. 508 00:21:08,265 --> 00:21:08,535 Okay? 509 00:21:08,535 --> 00:21:10,755 So the video has to do all the work, right? 510 00:21:10,760 --> 00:21:11,895 It's gotta interrupt somebody. 511 00:21:11,900 --> 00:21:13,065 It's gotta overcome objections. 512 00:21:13,065 --> 00:21:14,655 It's gotta show social proof. 513 00:21:14,895 --> 00:21:16,335 It's gotta show the product in action. 514 00:21:16,605 --> 00:21:19,050 It's got to give a couple of offers, right? 515 00:21:19,050 --> 00:21:23,920 it's gotta convince someone enough to say maybe, and hopefully they'll click on 516 00:21:23,920 --> 00:21:25,300 the ad and, and go a little bit further. 517 00:21:25,600 --> 00:21:29,890 And so we're typically seeing like minute and a half to three minute videos. 518 00:21:30,100 --> 00:21:30,250 Oh, wow. 519 00:21:30,310 --> 00:21:32,620 Uh, sometimes shorter, uh, worked for the big automotive brand 520 00:21:32,620 --> 00:21:36,760 and, and their winning ad for conversions was a 45 second ad. 521 00:21:37,490 --> 00:21:41,420 but typically we don't see, like 30second ads usually don't convert 522 00:21:41,420 --> 00:21:45,650 nearly as well as a 45 or a 60 second ad. 523 00:21:45,650 --> 00:21:48,470 Usually just, you know, the longer someone engages mm-hmm. 524 00:21:48,550 --> 00:21:52,400 with a video, the more likely they are to say, eh, maybe I'm gonna check this out. 525 00:21:52,400 --> 00:21:53,240 I'm gonna give this a shot. 526 00:21:53,240 --> 00:21:53,420 Right. 527 00:21:53,660 --> 00:21:54,380 I'm gonna check it out. 528 00:21:54,800 --> 00:21:56,900 And so, so that's kinda what we're looking for and I'm happy to break 529 00:21:56,900 --> 00:21:59,480 down kind of the structure of ads or whatever makes the most sense. 530 00:21:59,480 --> 00:22:02,670 But I'll, I'll pause there to see if you have any, any questions or thoughts. 531 00:22:03,320 --> 00:22:05,390 Yeah, I, I lots Brett. 532 00:22:05,510 --> 00:22:08,960 Um, because it, everything is telling us at the moment, you've gotta 533 00:22:08,960 --> 00:22:10,190 get shorter and shorter, right? 534 00:22:10,190 --> 00:22:13,220 I, it needs to be seven seconds or whatever. 535 00:22:13,220 --> 00:22:16,880 It's got to be on, uh, Instagram reels or, and all that sort of stuff. 536 00:22:16,880 --> 00:22:18,140 And you're like, oh, geez, man. 537 00:22:18,560 --> 00:22:21,800 But actually, uh, you're the second person this week, I've heard say, 538 00:22:22,270 --> 00:22:26,600 actually long form, um, is making a bit of a comeback, although how you 539 00:22:26,600 --> 00:22:31,260 define long form, 90 seconds to three minutes is not how I define long form. 540 00:22:32,070 --> 00:22:36,330 But it's funny how 90 seconds is now long form ad copy. 541 00:22:36,420 --> 00:22:36,990 Uh, right. 542 00:22:36,990 --> 00:22:38,910 It's, it's really interesting, isn't it? 543 00:22:38,915 --> 00:22:49,150 So, um, so where, why do you think then with YouTube you need this sort of 90 544 00:22:49,150 --> 00:22:54,990 second to three minute video ish kind of range versus the, the ten second thing 545 00:22:54,990 --> 00:22:56,680 that works fine over there on TikTok? 546 00:22:57,980 --> 00:22:58,300 Yeah. 547 00:22:58,300 --> 00:23:00,590 So I think, I think part of it is just the, the nature 548 00:23:00,590 --> 00:23:02,450 of the, the platform, right? 549 00:23:02,450 --> 00:23:05,630 With on TikTok we're, we're used to rapid fire. 550 00:23:05,630 --> 00:23:06,860 We're kind of moving on to the next thing. 551 00:23:06,890 --> 00:23:06,980 Mm-hmm. 552 00:23:06,980 --> 00:23:09,200 Very quickly we're in, in a different head space. 553 00:23:10,010 --> 00:23:13,400 and you, you kind of mentioned it when you were talking about, uh, YouTube for your 554 00:23:13,400 --> 00:23:16,220 daughter, for yourself, you know, you're maybe going there to learn something. 555 00:23:16,250 --> 00:23:16,340 Mm-hmm. 556 00:23:16,640 --> 00:23:18,380 , you're, you're getting ready to engage a little bit. 557 00:23:18,380 --> 00:23:22,040 So you're, you're kind of maybe settled in just a bit and you're gonna enjoy this, 558 00:23:22,040 --> 00:23:24,590 this YouTube, uh, this YouTube experience. 559 00:23:24,590 --> 00:23:26,690 Maybe it's only gonna be a few minutes cuz you're just learning one specific thing, 560 00:23:26,695 --> 00:23:28,190 but you're, you're, you're focused, right? 561 00:23:28,195 --> 00:23:28,310 Mm-hmm. 562 00:23:28,490 --> 00:23:30,430 . And I think that that's another thing to keep in mind. 563 00:23:30,590 --> 00:23:33,460 No one goes to YouTube to watch your ad, right? 564 00:23:33,460 --> 00:23:37,630 Someone goes to YouTube to, learn or to Uh, be educated or to listen to 565 00:23:37,630 --> 00:23:38,890 music or whatever the case may be. 566 00:23:38,890 --> 00:23:42,440 So your ad is definitely interrupting them and it's not why they came. 567 00:23:42,820 --> 00:23:45,850 So we also see a lot of people, and this kinda skips ahead a little bit, but to 568 00:23:45,850 --> 00:23:49,180 the measurement piece of YouTube, this is where a lot of people get it wrong. 569 00:23:49,690 --> 00:23:52,950 Um, you know, there's gonna be a lot of people that see that YouTube ad 570 00:23:53,170 --> 00:23:54,280 they engage with it a little bit. 571 00:23:54,280 --> 00:23:54,910 They like it. 572 00:23:54,910 --> 00:23:56,710 They think, this could be interesting. 573 00:23:57,595 --> 00:23:58,755 , but they stick on YouTube, right? 574 00:23:58,755 --> 00:24:00,275 Because they're, there to watch a video, right? 575 00:24:00,275 --> 00:24:01,025 They're on a mission. 576 00:24:01,205 --> 00:24:03,005 I gotta figure out how to fix my washing machine. 577 00:24:03,365 --> 00:24:05,885 I gotta figure out how to fix my, uh, lawnmower or whatever. 578 00:24:05,885 --> 00:24:09,005 I gotta figure out this answer to a test or whatever not YouTube? 579 00:24:09,215 --> 00:24:11,075 But they might later then search for your product. 580 00:24:11,555 --> 00:24:15,155 Um, so I think the longer you get someone to engage with you, the 581 00:24:15,155 --> 00:24:17,600 more likely they are to say, . Okay. 582 00:24:17,630 --> 00:24:17,840 Okay. 583 00:24:17,840 --> 00:24:19,040 I'll just, I'll go check this out. 584 00:24:19,040 --> 00:24:19,250 Right. 585 00:24:19,250 --> 00:24:22,790 This, this is compelling enough, interesting enough to go check it out. 586 00:24:23,270 --> 00:24:27,710 And, and, and just to, to kinda expand on the what is long form and what is not. 587 00:24:27,980 --> 00:24:31,090 We do have some brands, uh, boom by Cindy Joseph is one. 588 00:24:31,090 --> 00:24:32,630 Mm-hmm, shout out to Ezra Firestone. 589 00:24:32,930 --> 00:24:36,080 Uh, it's cosmetics for women over the age of 50, primarily. 590 00:24:36,085 --> 00:24:36,130 Mm-hmm. 591 00:24:36,530 --> 00:24:39,290 , they still have six and seven minute videos that work pretty. 592 00:24:39,800 --> 00:24:42,890 Uh, we have a, an automotive brand that runs 15 minute videos. 593 00:24:43,190 --> 00:24:47,930 Uh, but one thing YouTube said recently, like within the last year, is if you 594 00:24:47,930 --> 00:24:52,160 upload a video over three minutes, they will kind of tax you, so to speak. 595 00:24:52,160 --> 00:24:54,350 So the cost per view is gonna go up. 596 00:24:54,350 --> 00:24:54,440 Right. 597 00:24:54,680 --> 00:24:56,420 That still may work out okay. 598 00:24:56,425 --> 00:24:56,600 Right. 599 00:24:56,600 --> 00:24:59,480 If that video really converts people that it may be just fine. 600 00:24:59,870 --> 00:25:03,050 Uh, but that's kind of where that under three minutes, you're kinda. 601 00:25:03,295 --> 00:25:07,315 That's probably enough time to convince someone, and you're maybe in Google's 602 00:25:07,315 --> 00:25:11,095 good graces a little bit better to lower your, your cost per view. 603 00:25:11,755 --> 00:25:12,115 Wow. 604 00:25:12,775 --> 00:25:17,095 So do they, uh, I do they, how does it work, I suppose, 605 00:25:17,095 --> 00:25:18,295 with, with how they bill you? 606 00:25:18,295 --> 00:25:22,465 So if I put on a, a 90 second video versus a three minute video, am I 607 00:25:22,465 --> 00:25:26,575 paying more for the three minute video than I would be a 90 second video? 608 00:25:26,990 --> 00:25:27,320 Yeah. 609 00:25:27,320 --> 00:25:30,080 So the, the type of ad we run and there's, there's a few ways to go 610 00:25:30,080 --> 00:25:33,870 about running ads on, on YouTube, but, but I prefer TrueView. 611 00:25:33,890 --> 00:25:33,980 Mm-hmm. 612 00:25:34,500 --> 00:25:35,780 , uh, which I'll explain that in a minute. 613 00:25:35,785 --> 00:25:38,990 And then specifically true view for action, which means we're trying to, we're 614 00:25:38,990 --> 00:25:44,345 giving Google the goal of conversion of some kind, email sign up, add to 615 00:25:44,345 --> 00:25:45,935 cart, purchase, things like that. 616 00:25:46,005 --> 00:25:46,405 Mm-hmm. 617 00:25:46,490 --> 00:25:53,135 , so TrueView means that person has to watch either 30 seconds if the video's, 618 00:25:53,135 --> 00:25:57,335 you know, over 30 seconds or the whole video if it's less than 30 seconds. 619 00:25:57,335 --> 00:26:00,605 So if they, if they hit skip, you do not pay for that. 620 00:26:00,695 --> 00:26:02,105 So it's a true view. 621 00:26:02,555 --> 00:26:04,775 You are paying a cost per view. 622 00:26:05,075 --> 00:26:05,165 Mm-hmm. 623 00:26:05,405 --> 00:26:07,385 , so it's, it's more impression based, but they actually bill 624 00:26:07,385 --> 00:26:08,675 you on a, on a, on a view. 625 00:26:09,095 --> 00:26:09,455 Mm-hmm. 626 00:26:09,525 --> 00:26:14,180 . So that can be anywhere from 3 cents to 30 cents, depending on kind of how 627 00:26:14,180 --> 00:26:17,360 narrow and focused your audience is, and then kind of how you're building 628 00:26:17,510 --> 00:26:18,560 or how you're bidding, rather. 629 00:26:18,770 --> 00:26:18,890 Yeah. 630 00:26:18,895 --> 00:26:23,720 But so you're paying, uh, for view, per view, um, but then you're, as you're 631 00:26:23,720 --> 00:26:27,350 giving Google kind of that goal of a conversion, then Google's gonna be looking 632 00:26:27,350 --> 00:26:29,210 for people that, that convert, right? 633 00:26:29,210 --> 00:26:32,150 They're, they're gonna be looking for people that are likely to click 634 00:26:32,210 --> 00:26:33,890 and then to take that desired action. 635 00:26:34,515 --> 00:26:37,755 But, um, you know, we, we have seen for some videos that, that 636 00:26:37,755 --> 00:26:41,205 really, uh, people engage with that the view rate drops, right? 637 00:26:41,205 --> 00:26:44,475 So what Google looks for is sort of like with search ads, where 638 00:26:44,475 --> 00:26:45,855 you got quality score, right? 639 00:26:46,185 --> 00:26:48,795 As your clickthrough rate goes up on a search ad. 640 00:26:48,795 --> 00:26:48,975 Right. 641 00:26:48,975 --> 00:26:52,245 So the percentage of people that see it click on it as that goes up, 642 00:26:52,250 --> 00:26:53,475 Google's like, Hey, this is a great ad. 643 00:26:53,475 --> 00:26:56,655 I'm gonna show this more, and your CPCs go down on that. 644 00:26:56,655 --> 00:26:56,955 Right? 645 00:26:56,955 --> 00:26:57,155 Right. 646 00:26:57,160 --> 00:26:59,085 Similar thing on YouTube, if Okay. 647 00:26:59,145 --> 00:27:04,345 The more people that see that ad, watch the ad, Google's like victory. 648 00:27:04,400 --> 00:27:06,860 People like this, we're gonna keep showing it more. 649 00:27:06,860 --> 00:27:10,940 So your, your cost perview can actually go down in some cases because 650 00:27:10,940 --> 00:27:13,700 Google makes more money cuz just more people are, are, are watching it. 651 00:27:13,700 --> 00:27:17,630 So, so usually what happens then is if your video's a little bit longer, you'll 652 00:27:17,630 --> 00:27:22,160 just see that cost per view go up a little bit, but sometimes that's okay. 653 00:27:22,160 --> 00:27:22,370 Right. 654 00:27:22,400 --> 00:27:26,600 May, maybe a video that's got an eight second cost per view, maybe 655 00:27:26,600 --> 00:27:30,020 the conversion rate is higher on add to cart and purchase. 656 00:27:30,020 --> 00:27:31,100 So it totally makes sense. 657 00:27:31,100 --> 00:27:34,760 So maybe that outperforms a video that's got a 5 cent cost per view. 658 00:27:34,790 --> 00:27:35,000 Right? 659 00:27:35,000 --> 00:27:35,060 Yeah. 660 00:27:35,190 --> 00:27:38,390 So, so the cost per view is just one metric to pay attention to. 661 00:27:38,510 --> 00:27:38,750 Right. 662 00:27:38,780 --> 00:27:41,150 Uh, but it is, it is at least somewhat based on how much 663 00:27:41,150 --> 00:27:42,530 people are engaging with it. 664 00:27:43,130 --> 00:27:43,910 That's fascinating. 665 00:27:44,450 --> 00:27:49,250 And so is the, if you, if I look at the, the, everyone likes to use 666 00:27:49,255 --> 00:27:50,600 return on investment, don't they? 667 00:27:50,800 --> 00:27:55,530 ROI or ROAS or whatever acronyms we can now throw into the pot. 668 00:27:56,800 --> 00:28:01,805 but if I say spend 10 grand on Google AdWords and spend 10 grand on YouTube, 669 00:28:01,805 --> 00:28:04,115 assuming I've got a good ad, of course. 670 00:28:04,205 --> 00:28:10,205 Uh, is the, is the sort of return on an, on that investment similar 671 00:28:10,205 --> 00:28:14,435 or does YouTube outperform Google shopping or is it actually we 672 00:28:14,440 --> 00:28:15,545 can't really tell at this point. 673 00:28:15,545 --> 00:28:16,715 It depends on everything else? 674 00:28:17,165 --> 00:28:18,845 Yeah, it's a great question. 675 00:28:18,845 --> 00:28:21,185 So, and then this is where I think a lot of people get tripped up. 676 00:28:21,605 --> 00:28:24,665 Uh, and I'll use a quick basketball analogy cuz as you 677 00:28:24,665 --> 00:28:25,875 said, I'm a basketball coach. 678 00:28:25,875 --> 00:28:26,505 That's the way I think. 679 00:28:26,530 --> 00:28:29,915 So, uh, I know we got an international audience. 680 00:28:29,920 --> 00:28:33,365 I'm gonna use Michael Jordan and, and the bulls from the nineties, my era. 681 00:28:33,455 --> 00:28:35,225 Hopefully people recognize, right? 682 00:28:35,225 --> 00:28:36,455 So on that, on that team. 683 00:28:36,755 --> 00:28:39,845 You got Jordan, and Jordan was the, the, the soul of the team, the mm-hmm. 684 00:28:40,085 --> 00:28:40,955 greatest player to ever play. 685 00:28:40,955 --> 00:28:41,645 That type of thing. 686 00:28:42,245 --> 00:28:46,235 His stats are gonna be much different than say, Dennis Rodman, who, if you don't know 687 00:28:46,240 --> 00:28:50,555 Dennis Rodman, he was a defensive player and he got more rebounds than anybody. 688 00:28:50,555 --> 00:28:52,115 He's just a rebounding machine, right? 689 00:28:52,115 --> 00:28:52,275 Mm-hmm.. 690 00:28:52,555 --> 00:28:54,995 But every time you get a rebound, that's another possession for the offense. 691 00:28:54,995 --> 00:28:55,295 Right. 692 00:28:55,685 --> 00:28:58,595 So if you looked at Jordan and, and Rodman, right? 693 00:28:58,595 --> 00:29:02,435 And you said, Hey, Jordan scored 40 points tonight, Rodman scored 694 00:29:02,465 --> 00:29:04,565 2, we gotta bench Rodman, right? 695 00:29:04,565 --> 00:29:04,885 Mm-hmm. 696 00:29:04,970 --> 00:29:07,205 that, that's not looking at, that's not looking at, at, 697 00:29:07,210 --> 00:29:08,775 at, at the stats correctly. 698 00:29:08,775 --> 00:29:08,985 Right? 699 00:29:08,985 --> 00:29:13,985 What you should be saying is, Hey, Jordan scored 40 and Rodman rebounded the ball 700 00:29:13,985 --> 00:29:17,565 25 times and got the offense 25 more possessions that we would have had. 701 00:29:17,585 --> 00:29:17,885 Right? 702 00:29:18,215 --> 00:29:22,265 So, so when we look at, at Google and YouTube, Google is the closer, right? 703 00:29:22,265 --> 00:29:24,925 Google is that, that's closer to the purchase. 704 00:29:24,930 --> 00:29:27,995 If someone's searching and they click on a search ad or a shopping 705 00:29:27,995 --> 00:29:31,655 ad or a remarketing ad, They're close to purchasing, right? 706 00:29:31,655 --> 00:29:33,305 So that's more lower funnel. 707 00:29:33,575 --> 00:29:35,745 YouTube is typically higher in the funnel. 708 00:29:36,425 --> 00:29:40,175 So if all we're looking at is ROAS return on ad spend, Google's 709 00:29:40,175 --> 00:29:42,545 gonna do way better than YouTube. 710 00:29:42,575 --> 00:29:42,785 Right? 711 00:29:42,785 --> 00:29:42,815 Okay. 712 00:29:42,875 --> 00:29:45,125 Often, and this is where a lot of people get tripped up often. 713 00:29:45,130 --> 00:29:48,365 YouTube is like a one ROAS or lower mm-hmm.. 714 00:29:48,635 --> 00:29:52,325 And so you're like, well, how can anyone ever succeed on YouTube? 715 00:29:52,325 --> 00:29:52,475 Right? 716 00:29:52,475 --> 00:29:53,315 At that kind of roas. 717 00:29:53,525 --> 00:29:54,335 But here's what happens. 718 00:29:54,725 --> 00:29:56,435 Uh, you gotta look at it as a team, right? 719 00:29:56,435 --> 00:29:58,715 This is a, or we call it a portfolio, right? 720 00:29:58,985 --> 00:30:02,345 So the way we look at it is, hey, you've got search and shopping and remarketing 721 00:30:02,375 --> 00:30:05,870 in, in Google ads working and say you're hitting three to four ROAS. 722 00:30:06,260 --> 00:30:10,190 Well, what you should be able to do is add in YouTube at the top 723 00:30:10,190 --> 00:30:14,210 of the funnel and YouTube is gonna make everything bigger and better. 724 00:30:14,260 --> 00:30:14,540 Right? 725 00:30:14,545 --> 00:30:14,570 Right. 726 00:30:14,570 --> 00:30:17,765 YouTube is going to grow your branded search. 727 00:30:17,855 --> 00:30:18,035 Mm-hmm. 728 00:30:18,335 --> 00:30:20,495 YouTube's gonna make shopping grow. 729 00:30:20,525 --> 00:30:20,795 Right. 730 00:30:20,855 --> 00:30:24,785 And, and we've seen this, so like once someone gets to say 30,000 a month in 731 00:30:24,785 --> 00:30:30,335 YouTube spend or higher, it's got like a 30 to 40% lift on those other campaigns. 732 00:30:30,545 --> 00:30:30,605 Wow. 733 00:30:30,785 --> 00:30:33,965 So, so the way we have to look at it then is collectively, right, what does 734 00:30:33,970 --> 00:30:36,335 YouTube do to our other campaigns? 735 00:30:36,425 --> 00:30:39,845 And so what we always talk about is, Hey, let's, let's figure out what is 736 00:30:39,845 --> 00:30:43,500 the right return on ad spend or what is the right customer acquisition cost 737 00:30:43,500 --> 00:30:47,250 for your brand, and then we're gonna look at YouTube collectively, right? 738 00:30:47,255 --> 00:30:47,590 Mm-hmm. 739 00:30:48,635 --> 00:30:51,560 . because if all you do is look at YouTube in isolation it, 740 00:30:51,560 --> 00:30:52,700 it's gonna be disappointing. 741 00:30:52,700 --> 00:30:57,390 And, and that is one shortcoming of Google and YouTube, I think to Facebook. 742 00:30:57,395 --> 00:31:01,880 Facebook, pre iOS 14 anyway, uh, was better at tracking conversions. 743 00:31:01,880 --> 00:31:02,960 Now everybody kind of sucks at it. 744 00:31:02,960 --> 00:31:03,020 Yeah. 745 00:31:03,320 --> 00:31:06,800 Uh, but if you just look at a, YouTube campaign in isolation, 746 00:31:06,950 --> 00:31:08,520 it does not tell the full, story. 747 00:31:08,900 --> 00:31:10,880 YouTube drives sales on Amazon. 748 00:31:10,880 --> 00:31:12,700 YouTube leads some more branded searches. 749 00:31:12,700 --> 00:31:15,845 YouTube grows the whole portfolio. 750 00:31:16,145 --> 00:31:17,525 So we still wanna hold it accountable. 751 00:31:17,525 --> 00:31:21,685 We still wanna really, you know, focus in on our, our CAC and our CPA or our 752 00:31:21,685 --> 00:31:25,595 ROAS numbers, but just know YouTube is kind of feeding the other campaigns that 753 00:31:25,595 --> 00:31:27,065 that's a large part of what it does. 754 00:31:27,695 --> 00:31:31,835 So do you think that's why it's not been as popular, maybe as a platform? 755 00:31:31,835 --> 00:31:32,075 For sure. 756 00:31:32,075 --> 00:31:35,135 Certainly with the, you know, the smaller to medium enterprises. 757 00:31:36,040 --> 00:31:36,460 Yeah. 758 00:31:36,520 --> 00:31:38,710 You know, haven't, haven't got the, the bigger budgets. 759 00:31:38,710 --> 00:31:41,230 Is that, is that one of the key reasons that stopping us doing it? 760 00:31:41,330 --> 00:31:42,160 I, I believe it is. 761 00:31:42,160 --> 00:31:42,790 I believe it is. 762 00:31:42,790 --> 00:31:43,030 Yeah. 763 00:31:43,030 --> 00:31:46,360 And we, and, and listen, like if you got a really killer offer and you got 764 00:31:46,360 --> 00:31:50,410 a really great landing page, like we've got a, a, a client in the, in the beard 765 00:31:50,410 --> 00:31:55,480 space, beard care, and they've got this great sample offer, like try our best 766 00:31:55,480 --> 00:31:58,150 fragrances and it's a like a $10 offer. 767 00:31:59,870 --> 00:32:03,575 direct conversions are really low, like, uh, or direct cost 768 00:32:03,575 --> 00:32:04,505 per conversions are really low. 769 00:32:04,505 --> 00:32:04,595 Mm-hmm. 770 00:32:04,785 --> 00:32:05,665 , it's outperforming Facebook. 771 00:32:05,955 --> 00:32:09,515 So like with the, with the right setup, um, it, it can outperform 772 00:32:09,515 --> 00:32:13,475 Facebook as well, but just in general, you know, YouTube is better 773 00:32:13,475 --> 00:32:15,515 at like lifting all other campaigns. 774 00:32:15,520 --> 00:32:15,605 Mm-hmm. 775 00:32:15,910 --> 00:32:18,935 than it is just driving, um, you know, direct conversions. 776 00:32:19,085 --> 00:32:19,475 Okay. 777 00:32:19,925 --> 00:32:20,705 That's good to know. 778 00:32:21,425 --> 00:32:26,165 So, uh, let's run through, uh, quickly, Brett, a stricture for a video. 779 00:32:26,165 --> 00:32:27,995 What sort of things do we need to think about? 780 00:32:28,785 --> 00:32:30,075 in our sort of long form. 781 00:32:30,405 --> 00:32:32,895 Just still love that phrase, a long form ad. 782 00:32:33,375 --> 00:32:35,985 How long form is 30 seconds or 90 seconds.. 783 00:32:36,675 --> 00:32:39,075 Yes, but 90 seconds is long form in, in today's day and age. 784 00:32:39,285 --> 00:32:42,315 Um, so, uh, first thing is you gotta hook the right audience, right? 785 00:32:42,320 --> 00:32:45,645 So that, that first five seconds, that's the time when someone cannot skip. 786 00:32:45,645 --> 00:32:48,946 If we're running a, a true view ad, it's a skippable ad, but the first 787 00:32:48,951 --> 00:32:49,785 five seconds, you're locked in. 788 00:32:50,235 --> 00:32:53,355 So that's when you are interrupting the right audience. 789 00:32:53,355 --> 00:32:56,030 So I wanna do something to grab their attention. 790 00:32:56,030 --> 00:32:57,650 I wanna ask a thought-provoking question. 791 00:32:57,655 --> 00:32:59,130 I wanna make a thought-provoking statement. 792 00:32:59,130 --> 00:32:59,330 Mm-hmm. 793 00:32:59,410 --> 00:33:01,850 , I wanna show something that's thought-provoking. 794 00:33:01,850 --> 00:33:05,270 So I wanna, I wanna hook the audience, but I like for that hook, not just to 795 00:33:05,270 --> 00:33:08,210 be random, not just like an explosion or a gorilla or something weird, like, 796 00:33:08,390 --> 00:33:09,950 but tie it into the product, right? 797 00:33:09,955 --> 00:33:10,410 Mm-hmm. 798 00:33:10,550 --> 00:33:13,610 And so, uh, you know, that's where you can ask a question like, Hey, do you want 799 00:33:13,610 --> 00:33:17,750 to have, there's, there's this, uh, uh, bronzer product we worked with that was 800 00:33:17,750 --> 00:33:20,900 like, Hey, do you wanna have gorgeous, sexy legs in a matter of seconds? 801 00:33:20,905 --> 00:33:21,080 Right? 802 00:33:21,080 --> 00:33:22,730 And so then it talked about the bronzer and how it worked. 803 00:33:23,060 --> 00:33:23,930 Uh, so you gotta hook the right. 804 00:33:24,610 --> 00:33:27,040 , uh, then you, you really need some kind of product demo, right? 805 00:33:27,040 --> 00:33:30,400 So, so show the product in action, show some before and after. 806 00:33:30,700 --> 00:33:35,270 Show what the product does, and you want it to be really benefit oriented. 807 00:33:35,275 --> 00:33:37,340 So what are the benefits of this product? 808 00:33:37,790 --> 00:33:40,970 Uh, I really like social proof after that. 809 00:33:40,970 --> 00:33:44,120 So I think the, you know, the winning ads that we see mm-hmm. 810 00:33:44,360 --> 00:33:47,090 either they're showing reviews or they're talking about, you know, 811 00:33:47,090 --> 00:33:51,910 millions sold, or ideally they've got some user generated content, some videos 812 00:33:52,150 --> 00:33:53,840 from actual customers talking about. 813 00:33:54,355 --> 00:33:56,185 , Hey, I was skeptical, or, Hey, I didn't believe this would work. 814 00:33:56,185 --> 00:33:58,585 Or, Hey, I've tried other products and they didn't work, but this really 815 00:33:58,585 --> 00:33:59,605 worked and here's how it worked. 816 00:33:59,965 --> 00:34:02,965 So some kind of social proof is great, and then you need to start getting 817 00:34:02,970 --> 00:34:04,075 into the call to action, right? 818 00:34:04,075 --> 00:34:04,235 Mm-hmm. 819 00:34:04,355 --> 00:34:07,555 . So this is where we're saying, uh, Hey, go, go here and watch this 820 00:34:07,555 --> 00:34:12,355 demo, or go here and check out this video, or, you know, check our, 821 00:34:12,355 --> 00:34:14,195 our, our exclusive offer, right? 822 00:34:14,335 --> 00:34:15,665 So you're trying to get the click. 823 00:34:15,665 --> 00:34:15,965 Mm-hmm. 824 00:34:16,015 --> 00:34:19,060 . And really, you wanna have a couple of calls to action in that video, uh, to 825 00:34:19,060 --> 00:34:21,220 try to get someone, uh, to, to click. 826 00:34:21,250 --> 00:34:24,790 And so, uh, that, that's kind of the, the distilled version. 827 00:34:24,790 --> 00:34:27,310 We could, we could double click on a couple of those or go a little bit deeper. 828 00:34:27,310 --> 00:34:31,450 But if you can do those things, um, then you're, you're pretty 829 00:34:31,450 --> 00:34:32,920 likely to, to get the click. 830 00:34:33,190 --> 00:34:35,830 Um, you want the pace to be pretty fast too. 831 00:34:35,830 --> 00:34:38,590 That, that's one of the mistakes that a lot of people make is, is they're 832 00:34:38,590 --> 00:34:41,290 trying to do all those things and they realize they've got 90 seconds 833 00:34:41,295 --> 00:34:44,620 or three minutes or whatever, so they just go kind of slow, but people's 834 00:34:44,620 --> 00:34:46,870 attention span is still quick. 835 00:34:46,870 --> 00:34:47,050 Right? 836 00:34:47,050 --> 00:34:47,740 It's still low. 837 00:34:48,040 --> 00:34:48,100 Yeah. 838 00:34:48,100 --> 00:34:49,840 We got every, every six, seven seconds. 839 00:34:49,840 --> 00:34:51,040 We gotta, we gotta, we gotta cut. 840 00:34:51,040 --> 00:34:51,970 We got something different. 841 00:34:52,330 --> 00:34:54,190 Um, you know, we're, we're mixing it up a little bit so the 842 00:34:54,190 --> 00:34:56,140 pace has to feel pretty fast. 843 00:34:56,290 --> 00:34:56,470 Yeah. 844 00:34:56,530 --> 00:34:57,370 Or you'll lose people. 845 00:34:57,370 --> 00:34:59,200 But that, that's kind of a quick basic overview. 846 00:35:00,490 --> 00:35:03,850 So the, um, we, well, which makes sense, right? 847 00:35:03,850 --> 00:35:04,750 The hook at the start. 848 00:35:04,750 --> 00:35:05,680 That makes sense. 849 00:35:05,740 --> 00:35:08,020 Uh, everyone's talking about hooks on there at the moment. 850 00:35:08,020 --> 00:35:09,460 You know, you need a hook for reels. 851 00:35:09,460 --> 00:35:11,770 You need a hook for Instagram, you need a hook for YouTube. 852 00:35:11,770 --> 00:35:15,575 Everybody need, you need a hook for your sales page, you need a hook. 853 00:35:15,665 --> 00:35:17,435 Uh, so I've got my hook. 854 00:35:18,485 --> 00:35:22,925 And so the video is in effect encouraging the viewer to click the video. 855 00:35:22,930 --> 00:35:25,485 That's in effect what you are selling, isn't it? 856 00:35:25,595 --> 00:35:26,555 Like that's my call. 857 00:35:26,555 --> 00:35:28,085 I want you to click this video. 858 00:35:28,655 --> 00:35:28,835 Yep. 859 00:35:28,895 --> 00:35:29,825 That then takes you, 860 00:35:29,830 --> 00:35:31,445 the first thing is I want you to watch this video. 861 00:35:31,450 --> 00:35:31,685 Right. 862 00:35:31,685 --> 00:35:35,375 I'm promising you enough, like, You know, we did an ad like, hey, three reasons 863 00:35:35,375 --> 00:35:36,525 why your YouTube ads aren't working. 864 00:35:36,545 --> 00:35:36,695 Right. 865 00:35:36,695 --> 00:35:37,595 That was the opening, you know? 866 00:35:37,625 --> 00:35:37,715 Mm-hmm. 867 00:35:37,955 --> 00:35:39,275 . Okay, well I've tried YouTube, it's not working. 868 00:35:39,275 --> 00:35:39,815 I'm listening. 869 00:35:40,055 --> 00:35:41,885 So the first thing is get them to watch the video, but then yeah, the 870 00:35:41,885 --> 00:35:43,265 next thing is to, to drive that click. 871 00:35:43,535 --> 00:35:43,805 Yeah. 872 00:35:43,865 --> 00:35:44,225 Okay. 873 00:35:44,225 --> 00:35:48,155 So then you've got the click, you are sending them through to a specific 874 00:35:48,160 --> 00:35:50,375 landing page related to that ad. 875 00:35:50,795 --> 00:35:56,465 Um, not necessarily in our topic of conversation, but what kind of things do I 876 00:35:56,465 --> 00:35:58,045 need to think about on that landing page? 877 00:35:58,685 --> 00:35:59,115 Yeah. 878 00:35:59,135 --> 00:36:00,005 This is really great. 879 00:36:00,005 --> 00:36:03,995 So, so the first thing is you want them to feel like they're in the right place. 880 00:36:03,995 --> 00:36:04,265 Right? 881 00:36:04,265 --> 00:36:07,715 So whatever, whatever you led with in the hook, whatever was 882 00:36:07,715 --> 00:36:09,425 really the focus of that video. 883 00:36:09,575 --> 00:36:09,725 Mm-hmm. 884 00:36:09,965 --> 00:36:13,025 , you want some kind of tie in with the headline of that lander. 885 00:36:13,055 --> 00:36:13,445 Right. 886 00:36:13,450 --> 00:36:16,565 And, and we, we've worked with a couple of clients that have used like 887 00:36:16,595 --> 00:36:20,885 the Harmon Brothers, uh, for video production or, or Raindrop Creative. 888 00:36:20,890 --> 00:36:21,065 Right. 889 00:36:21,065 --> 00:36:21,695 And they've got, they. 890 00:36:21,795 --> 00:36:23,835 You know, paid actors to do a great job in the video. 891 00:36:24,075 --> 00:36:26,535 Sometimes you want them visible on the lander, right? 892 00:36:26,535 --> 00:36:28,545 So that as soon as you land there you're like, ah, I'm in the right place. 893 00:36:29,085 --> 00:36:32,775 But you want the headline to be congruent to what they just watched in the video. 894 00:36:33,345 --> 00:36:35,445 And then you really need to do more selling, right? 895 00:36:35,445 --> 00:36:37,695 Just cuz you got the click does not mean they're ready to purchase. 896 00:36:37,695 --> 00:36:37,785 Mm-hmm. 897 00:36:38,025 --> 00:36:42,950 . So you still want to go through, you know, really specifying the benefits and laying 898 00:36:42,950 --> 00:36:47,210 out some of the features and seeing some video and seeing, uh, some social proof. 899 00:36:47,210 --> 00:36:47,510 Right. 900 00:36:47,510 --> 00:36:50,870 And so, so typically, and here's what we really recommend, like if you, if 901 00:36:50,870 --> 00:36:55,730 you've got, uh, a lander that works well for cold traffic on Facebook mm-hmm. 902 00:36:55,970 --> 00:36:57,860 it's probably gonna work well for YouTube as well. 903 00:36:58,160 --> 00:36:58,850 Um, okay. 904 00:36:58,850 --> 00:37:01,640 We sometimes send people to a product detail page. 905 00:37:01,975 --> 00:37:05,365 But, but only if that product detail page is really well built out, you know? 906 00:37:05,435 --> 00:37:05,555 Yeah. 907 00:37:05,560 --> 00:37:09,625 Where, where it, where it's got branding, it overcomes objections, you know, 908 00:37:09,775 --> 00:37:14,005 it answers all the questions and so usually a little longer form on the 909 00:37:14,005 --> 00:37:16,225 lander works a lot better as well. 910 00:37:17,125 --> 00:37:17,935 Okay. 911 00:37:17,935 --> 00:37:21,775 So and so I guess there, there's a strategy here which says, I'm 912 00:37:22,075 --> 00:37:22,795 gonna build the landing page. 913 00:37:22,795 --> 00:37:26,395 I'm gonna use Facebook ads to quickly and easily cheaply test this landing page. 914 00:37:26,975 --> 00:37:27,085 Yes. 915 00:37:27,085 --> 00:37:30,695 Uh, and then, and before I release the YouTube video and, and 916 00:37:30,905 --> 00:37:35,375 100%, I, I think that's, that's one of the real advantages of Facebook is it's 917 00:37:35,405 --> 00:37:38,105 easier to test at a lower budget, right? 918 00:37:38,105 --> 00:37:41,705 But once you say, okay, here's the, here's the landing page that works. 919 00:37:41,705 --> 00:37:44,855 Or let's say you find a 30 second video that works on Facebook. 920 00:37:45,215 --> 00:37:48,095 That could end up being your hook for your YouTube ad, right? 921 00:37:48,435 --> 00:37:50,075 That could be like the opening for your YouTube ad. 922 00:37:50,255 --> 00:37:52,625 So I do agree, and we actually tell these people this all the time. 923 00:37:53,110 --> 00:37:55,770 It's not a bad idea to kind of get things dialed in on Facebook 924 00:37:55,775 --> 00:37:57,130 first and then go YouTube. 925 00:37:57,370 --> 00:37:57,490 Okay. 926 00:37:57,640 --> 00:38:00,760 Um, because I think Facebook is easier to test with. 927 00:38:01,420 --> 00:38:01,750 Wow. 928 00:38:02,050 --> 00:38:02,770 Fantastic. 929 00:38:03,130 --> 00:38:03,760 Fantastic. 930 00:38:04,180 --> 00:38:08,710 Listen, you've obviously done this a fair, fair, uh, amount 931 00:38:08,770 --> 00:38:10,660 over the, the, the recent years. 932 00:38:11,290 --> 00:38:14,850 Have you got any good stories, any examples that we could look 933 00:38:14,850 --> 00:38:17,945 at or maybe big wins or just really interesting case studies. 934 00:38:18,365 --> 00:38:19,235 Yeah, absolutely. 935 00:38:19,235 --> 00:38:21,905 So I kind of mentioned, uh, this client a few times and I, and I mentioned 936 00:38:21,905 --> 00:38:25,115 them a lot cuz uh, Ezra Firestone, the owner doesn't mind if we talk numbers 937 00:38:25,115 --> 00:38:26,875 and he, he kinda likes to be a a, 938 00:38:26,875 --> 00:38:28,565 oh he puts it all up anyway, doesn't he? 939 00:38:28,925 --> 00:38:29,105 I mean 940 00:38:29,105 --> 00:38:29,435 he does. 941 00:38:29,435 --> 00:38:29,505 Yeah. 942 00:38:29,505 --> 00:38:29,695 Yeah. 943 00:38:29,695 --> 00:38:32,945 He's like an open book cause he's got a marketing training company as well. 944 00:38:32,950 --> 00:38:36,455 And so boom by Cindy Joseph, it's a skincare for women 945 00:38:36,455 --> 00:38:37,805 over the age of 50 primarily. 946 00:38:38,045 --> 00:38:40,415 Uh, so they were, historically, they grew on Facebook, right? 947 00:38:40,915 --> 00:38:44,550 Facebook was their number one engine for driving new customers. 948 00:38:44,940 --> 00:38:49,470 So we worked with them, uh, to get the right type of ad for YouTube. 949 00:38:49,500 --> 00:38:52,680 And, and over the course of about six months, you know, we took 950 00:38:52,680 --> 00:38:57,900 YouTube from zero, uh, to now they're number two, uh, marketing channel. 951 00:38:57,960 --> 00:39:00,000 So it, it's, it's behind Facebook. 952 00:39:00,300 --> 00:39:03,030 Um, we also noticed we helped them launch on Amazon. 953 00:39:03,030 --> 00:39:04,110 So they were not an Amazon brand. 954 00:39:04,110 --> 00:39:05,190 We helped them launch there. 955 00:39:05,490 --> 00:39:11,300 Uh, when we're advertising on YouTube, we see a lift on, uh, Amazon as well. 956 00:39:11,940 --> 00:39:13,280 So that, that's one example. 957 00:39:13,550 --> 00:39:15,470 Uh, another one is a hair care product. 958 00:39:15,470 --> 00:39:18,170 I can't mention the brand name, but hair care product for women. 959 00:39:18,440 --> 00:39:18,530 Yeah. 960 00:39:18,560 --> 00:39:21,980 And, uh, we, again, we kind of took, uh, they, they got to where their, 961 00:39:21,980 --> 00:39:25,460 their YouTube spend was about half what they spent on, on Facebook. 962 00:39:25,460 --> 00:39:27,560 But the YouTube spend was still substantial. 963 00:39:27,590 --> 00:39:29,180 It was still several hundred thousand a month. 964 00:39:29,520 --> 00:39:32,220 On YouTube and, uh, noticed the same thing. 965 00:39:32,220 --> 00:39:35,880 We managed their Amazon and when we would have to fluctuate the YouTube spend, 966 00:39:36,270 --> 00:39:41,610 we could see it both in Amazon's sales but then also in Amazon's searches. 967 00:39:41,610 --> 00:39:44,190 Like the brand searches on Amazon would fluctuate as we 968 00:39:44,190 --> 00:39:45,810 had to fluctuate on, on YouTube. 969 00:39:45,815 --> 00:39:47,370 So those are a couple of examples. 970 00:39:47,580 --> 00:39:49,470 We also work with, uh, native deodorant. 971 00:39:49,470 --> 00:39:51,990 They're a Proctor and Gamble brand, natural deodorant. 972 00:39:52,380 --> 00:39:56,760 And so we've, we've used, uh, YouTube in a variety of ways for, for native. 973 00:39:57,200 --> 00:39:59,480 Um, this is where I think, uh, YouTube can get really interesting 974 00:39:59,510 --> 00:40:04,100 if you're selling Instore and online, you can do some pretty fun things. 975 00:40:04,100 --> 00:40:07,970 So we, we created some campaigns and a couple of test markets to try to 976 00:40:07,975 --> 00:40:12,020 increase sell through in store for native on, on YouTube, and, and really 977 00:40:12,020 --> 00:40:13,520 create some great results there as well. 978 00:40:13,910 --> 00:40:16,840 Um, you can do some fun things like brand lift studies, right? 979 00:40:16,970 --> 00:40:19,820 Where if, if you've ever been on YouTube and you see those, those 980 00:40:19,820 --> 00:40:21,530 questionnaires that pop up mm-hmm. 981 00:40:21,830 --> 00:40:24,350 before, uh, before the video you're wanting to watch, uh, 982 00:40:24,380 --> 00:40:25,940 those are done by Google. 983 00:40:26,510 --> 00:40:31,310 And so you can also kind of see what is the brand lift that my YouTube ads created 984 00:40:31,310 --> 00:40:33,230 through, through looking at, at surveys. 985 00:40:33,560 --> 00:40:37,250 And so we've done that a number of times for supplement brands and, and uh, food 986 00:40:37,250 --> 00:40:38,990 brands, and that's worked really well. 987 00:40:38,990 --> 00:40:43,670 So, so yeah, I think it, it's very doable to, to grow YouTube, to be either 988 00:40:43,670 --> 00:40:48,470 your number two or potentially number one when you combine it with YouTube 989 00:40:48,830 --> 00:40:52,910 new customer acquisition plan, uh, uh, new customer acquisition channel. 990 00:40:53,390 --> 00:40:55,430 Uh, and I think that's very doable for a lot of brands. 991 00:40:55,900 --> 00:40:56,120 Wow. 992 00:40:56,440 --> 00:40:56,790 Okay. 993 00:40:57,215 --> 00:41:01,805 So, um, before I move on to a few questions about Google, cuz uh, we 994 00:41:01,805 --> 00:41:04,625 should, given the title of the podcast, we should talk about Google at least 995 00:41:04,625 --> 00:41:10,955 a little bit, um, if I, if someone's listening to this now, going, Brett, 996 00:41:10,955 --> 00:41:14,675 I love the sound of, of YouTube, but realistically is my business where it 997 00:41:14,675 --> 00:41:19,460 needs to be um, to, to start on YouTube? 998 00:41:19,670 --> 00:41:24,500 Is YouTube ads something that everybody should look at, even if they're a startup? 999 00:41:24,530 --> 00:41:28,650 Or is it something where you kind of go, actually guys, you need to probably be at 1000 00:41:28,670 --> 00:41:32,720 X before you really start to think about YouTube and you, you need to have at least 1001 00:41:32,720 --> 00:41:35,435 a minimum budget of y to make sense of it. 1002 00:41:35,565 --> 00:41:35,725 Yeah. 1003 00:41:35,795 --> 00:41:35,975 Yeah. 1004 00:41:35,975 --> 00:41:36,905 It's a great question. 1005 00:41:36,905 --> 00:41:39,905 I, I really do recommend you get kind of the foundational things in place. 1006 00:41:39,905 --> 00:41:43,775 So you want search, you want shopping, you want remarketing, you kind of want 1007 00:41:43,775 --> 00:41:46,625 the bottom of the funnel really well built out because of the, if the bottom 1008 00:41:46,625 --> 00:41:50,195 of the funnel is strong, then you can be more aggressive at the top of the funnel 1009 00:41:50,200 --> 00:41:51,605 and, and you'll close more business. 1010 00:41:51,605 --> 00:41:51,875 Right? 1011 00:41:51,880 --> 00:41:56,090 So, I recommend search, shopping, remarketing on the Google side of things. 1012 00:41:56,120 --> 00:41:57,170 Build that out first. 1013 00:41:57,380 --> 00:42:00,290 Yeah, you want some landers that are converting cold traffic, 1014 00:42:00,290 --> 00:42:03,500 and probably start with Facebook first on, uh, for testing that. 1015 00:42:03,920 --> 00:42:07,220 And so I don't know if there's like a minimum, uh, amount of sales that 1016 00:42:07,225 --> 00:42:10,610 you need before you do, uh, before you run YouTube, but you do want 1017 00:42:10,610 --> 00:42:13,640 those other things built out first and you want like a proven lander. 1018 00:42:14,030 --> 00:42:18,230 Uh, but we've tested, um, with some smaller skincare brands and a few others 1019 00:42:18,230 --> 00:42:21,965 where we've tested with like, A five to $10,000 a month budget on YouTube. 1020 00:42:21,965 --> 00:42:23,855 And we, and we saw some performance, right? 1021 00:42:23,925 --> 00:42:27,755 And, and we kind of isolated by saying, okay, this is a landing page 1022 00:42:27,760 --> 00:42:30,845 we're only sending YouTube traffic to, so we can track what people do 1023 00:42:30,845 --> 00:42:32,135 after they hit that landing page. 1024 00:42:32,525 --> 00:42:33,635 Uh, and it performed well. 1025 00:42:33,695 --> 00:42:38,375 So, so I think foundation first, five to 10 k, minimum budget, that's 1026 00:42:38,375 --> 00:42:39,365 kind of where you need to start. 1027 00:42:39,395 --> 00:42:45,995 And then usually you need to be able to handle like a a 50 to a hundred 1028 00:42:45,995 --> 00:42:48,830 dollars customer acquisition cost. 1029 00:42:48,890 --> 00:42:49,190 Okay. 1030 00:42:49,190 --> 00:42:51,380 Before YouTube really makes sense for you. 1031 00:42:51,740 --> 00:42:52,910 You can get it lower than that. 1032 00:42:52,910 --> 00:42:54,620 We do have brands that get it lower than that, but that's 1033 00:42:54,620 --> 00:42:55,760 like a good starting point. 1034 00:42:55,760 --> 00:42:56,060 Right? 1035 00:42:56,090 --> 00:42:56,330 Yeah. 1036 00:42:56,390 --> 00:42:58,280 And that's also direct conversions, right? 1037 00:42:58,280 --> 00:42:58,340 Yeah. 1038 00:42:58,340 --> 00:43:02,300 So, so knowing that, hey, we'll probably get some bleed over into Amazon, 1039 00:43:02,480 --> 00:43:05,660 get some bleed over into our branded campaigns, but, but that's probably the 1040 00:43:05,660 --> 00:43:09,530 direct conversion amount you'll see is kinda that 50 to a hundred dollars CPA. 1041 00:43:10,100 --> 00:43:10,880 Fantastic. 1042 00:43:11,450 --> 00:43:12,380 Thank you for that, Brett. 1043 00:43:12,590 --> 00:43:13,400 Very helpful. 1044 00:43:13,405 --> 00:43:13,870 You bet. 1045 00:43:14,510 --> 00:43:18,770 So let's talk about Google, uh, in, in the closing part of this show. 1046 00:43:18,830 --> 00:43:23,690 Um, everybody is talking at the moment about Google Performance Max. 1047 00:43:23,690 --> 00:43:25,880 Now, I appreciate the time that we are recording this and the time 1048 00:43:25,880 --> 00:43:26,900 that it will be released there. 1049 00:43:26,930 --> 00:43:29,540 There's a little bit of discrepancy between the two things and so 1050 00:43:29,540 --> 00:43:30,590 everything kind of changed. 1051 00:43:30,770 --> 00:43:34,995 So I'm just prefacing everything with the world could have 1052 00:43:35,105 --> 00:43:37,845 changed since we recorded this, 1053 00:43:37,845 --> 00:43:38,945 This could all be outdated. 1054 00:43:38,945 --> 00:43:41,075 That is, that is actually true for the YouTube side. 1055 00:43:41,075 --> 00:43:41,645 I don't think so. 1056 00:43:41,645 --> 00:43:43,115 But for performance, max man, who knows? 1057 00:43:43,175 --> 00:43:43,595 Uh, yeah. 1058 00:43:44,165 --> 00:43:44,435 Yeah. 1059 00:43:44,440 --> 00:43:45,005 It's crazy. 1060 00:43:45,005 --> 00:43:46,835 It's crazy world out there in the moment, which is fine. 1061 00:43:47,345 --> 00:43:52,460 So, um, if people haven't heard of Google Performance max, what should they know? 1062 00:43:53,330 --> 00:43:56,930 Yeah, so I, I actually, when I first heard about Performance Max, I hated the idea. 1063 00:43:56,990 --> 00:44:00,530 Uh, I thought this was Google trying to just take over the world and again, 1064 00:44:00,530 --> 00:44:04,220 you know, make, make a campaign a total black box and, and take away every 1065 00:44:04,370 --> 00:44:06,290 ounce of control that advertisers have. 1066 00:44:06,290 --> 00:44:10,210 But, As we've tested it, and Matt, we've spent now about $3 million in 1067 00:44:10,210 --> 00:44:12,070 the, on, just on performance Max Wow. 1068 00:44:12,070 --> 00:44:13,990 On the last month, month and a half, something like that. 1069 00:44:14,290 --> 00:44:18,400 Um, and so we're, we're seeing some really positive results, but, uh, what it is, 1070 00:44:18,400 --> 00:44:21,940 basically it's, it's all Google channels rolled into one singular campaign. 1071 00:44:22,150 --> 00:44:27,200 So search shopping display discovery, YouTube, uh, maps 1072 00:44:27,200 --> 00:44:28,310 if you're a local business. 1073 00:44:28,370 --> 00:44:28,490 Yeah. 1074 00:44:28,490 --> 00:44:29,760 And, uh, letting something else out. 1075 00:44:29,780 --> 00:44:32,570 But anyway, uh, it's all Google campaigns in one channel. 1076 00:44:32,600 --> 00:44:32,720 Mm-hmm. 1077 00:44:32,965 --> 00:44:35,780 . So basically, I think what Google's doing here is they wanna make 1078 00:44:35,780 --> 00:44:37,610 it easier to launch campaigns. 1079 00:44:37,700 --> 00:44:42,170 And we've seen actually some big Facebook advertisers lean into Performance Max. 1080 00:44:42,180 --> 00:44:45,805 Some Facebook agencies lean into Performance Max because with 1081 00:44:45,805 --> 00:44:48,245 Performance Max, it really becomes more about the creative, right? 1082 00:44:48,245 --> 00:44:48,246 Right. 1083 00:44:48,251 --> 00:44:49,765 Do I have the right images? 1084 00:44:50,065 --> 00:44:53,695 Do I have the right product listings in my feed Right for for Google 1085 00:44:53,695 --> 00:44:55,525 shopping, do I have the right videos? 1086 00:44:55,525 --> 00:44:57,955 And we just talked about getting a video that's optimized for YouTube. 1087 00:44:57,960 --> 00:45:00,865 So you put those in a campaign. 1088 00:45:01,655 --> 00:45:04,295 And basically what you're giving, uh, YouTube is, or what you're 1089 00:45:04,295 --> 00:45:05,165 giving Google is a couple things. 1090 00:45:05,165 --> 00:45:07,805 One asset or one audience signals. 1091 00:45:07,865 --> 00:45:07,955 Mm-hmm. 1092 00:45:08,195 --> 00:45:11,015 . So you're not telling Google Target this audience specifically. 1093 00:45:11,015 --> 00:45:11,195 Right. 1094 00:45:11,195 --> 00:45:12,455 They don't let you do that. 1095 00:45:12,755 --> 00:45:17,340 But you can say, Google, here's like my ideal audience and it's a signal. 1096 00:45:17,340 --> 00:45:19,860 So start here and then kind of go wild after that. 1097 00:45:20,280 --> 00:45:23,370 Um, so you're really just giving Google a starting point, but it's, it's 1098 00:45:23,370 --> 00:45:25,560 an ideal spot for machine learning. 1099 00:45:25,860 --> 00:45:29,310 Um, and as the campaign gets more conversions, it gets smarter 1100 00:45:29,310 --> 00:45:33,390 and better and, and you actually do have ways we can control it. 1101 00:45:33,450 --> 00:45:34,051 Um mm-hmm. 1102 00:45:34,057 --> 00:45:36,750 , which probably a little, little more complex and we can get in in 1103 00:45:36,750 --> 00:45:39,750 the next, the next few minutes, but, uh, basically performance 1104 00:45:39,750 --> 00:45:41,910 Max now replaces smart shopping. 1105 00:45:41,910 --> 00:45:45,480 So if you're running smart shopping before, most e-commerce brands. 1106 00:45:46,195 --> 00:45:48,325 Yeah, that's now Performance Max. 1107 00:45:48,775 --> 00:45:51,925 But, uh, we've seen some Performance Max campaigns really lean into YouTube. 1108 00:45:51,925 --> 00:45:56,215 So this may be a great place to test YouTube is just through Performance Max. 1109 00:45:56,635 --> 00:46:00,865 Um, we've seen some campaigns that, as best as we can tell, you know, 1110 00:46:00,865 --> 00:46:05,965 40, 50, 60% of the budget is going to YouTube inside a performance Max, but, 1111 00:46:06,645 --> 00:46:08,825 I think what Google realized is that a lot of people don't understand 1112 00:46:08,825 --> 00:46:10,295 how to use the display network. 1113 00:46:10,300 --> 00:46:10,625 Yeah, yeah. 1114 00:46:10,625 --> 00:46:12,755 How to run discovery ads or how to use YouTube ads. 1115 00:46:12,755 --> 00:46:14,795 So they're like, okay, just, just give us your assets. 1116 00:46:15,215 --> 00:46:18,275 Tell us, tell us your, your audience signals, and we'll go from there. 1117 00:46:18,545 --> 00:46:22,925 Um, you can really set campaigns up to succeed or set them up to fail. 1118 00:46:22,925 --> 00:46:23,315 Mm-hmm. 1119 00:46:23,321 --> 00:46:24,005 , but it, it. 1120 00:46:24,775 --> 00:46:30,105 So far they've been pretty fantastic, uh, and really good at driving new customers. 1121 00:46:30,405 --> 00:46:35,085 See, I think smart shopping leaned into remarketing a little bit more, right? 1122 00:46:35,090 --> 00:46:37,695 Performance Max is really good at driving new customers, 1123 00:46:37,695 --> 00:46:40,455 getting those new, because again, Google is smelling blood, aren't 1124 00:46:40,460 --> 00:46:41,805 they where Facebook's concerned? 1125 00:46:41,805 --> 00:46:42,245 Totally. 1126 00:46:42,245 --> 00:46:42,675 Totally. 1127 00:46:43,415 --> 00:46:46,465 The one they're saying. 1128 00:46:46,725 --> 00:46:48,945 Hey, Facebook beat us and made it easier, right? 1129 00:46:48,945 --> 00:46:52,035 Mm-hmm, so we're gonna try to combat that, but also they're saying, yeah, 1130 00:46:52,065 --> 00:46:53,535 Facebook's in a bad spot, right? 1131 00:46:53,535 --> 00:46:55,545 And then Google's in a little bit better spot because Google 1132 00:46:55,550 --> 00:46:56,385 owns all their data, right? 1133 00:46:56,385 --> 00:46:56,445 Yeah. 1134 00:46:56,445 --> 00:46:59,375 You've given that data first party to Google. 1135 00:46:59,705 --> 00:47:02,045 So it it, it's a fantastic campaign type. 1136 00:47:02,075 --> 00:47:05,225 Um, you know, I've got a couple free resources that we can talk about for 1137 00:47:05,225 --> 00:47:07,385 Performance Max, but I'm bullish on it. 1138 00:47:07,445 --> 00:47:09,695 Uh, as you said, a lot of things can change, but I think kind 1139 00:47:09,695 --> 00:47:12,275 of the core is gonna gonna be there, what we just talked about. 1140 00:47:12,635 --> 00:47:17,585 But, uh, if, if Performance Max isn't one of your top campaigns, then something 1141 00:47:17,585 --> 00:47:20,195 is one of your top Google campaigns, then something's probably wrong. 1142 00:47:20,225 --> 00:47:21,725 It should be one of your top campaigns. 1143 00:47:23,425 --> 00:47:25,835 Well, so we definitely need to check out on that. 1144 00:47:25,925 --> 00:47:31,205 Um, so if I'm, again, I'm just trying to think of the different type of 1145 00:47:31,205 --> 00:47:32,525 listeners that we, that we have. 1146 00:47:32,530 --> 00:47:34,865 We get people who are just starting out in e-commerce, Brett, and 1147 00:47:34,865 --> 00:47:38,555 they're like, is Performance Max something that they should look at? 1148 00:47:39,095 --> 00:47:39,405 Uh, or 1149 00:47:40,085 --> 00:47:40,505 Yeah. 1150 00:47:40,505 --> 00:47:44,765 I, I think so because, um, one Google, like, it's the future of Google. 1151 00:47:44,765 --> 00:47:45,485 Google loves it. 1152 00:47:45,485 --> 00:47:47,135 They're prioritizing it, right? 1153 00:47:47,525 --> 00:47:52,550 So because performance max also has a strong shopping component, right? 1154 00:47:52,550 --> 00:47:53,000 So mm-hmm. 1155 00:47:53,300 --> 00:47:56,120 Product listing ads, Google Shopping Ads, whatever you wanna call it, because that's 1156 00:47:56,360 --> 00:47:58,460 a, a central part of Performance Max. 1157 00:47:59,120 --> 00:48:01,610 You can, you can be really efficient with Performance Max, right? 1158 00:48:01,610 --> 00:48:03,110 So if you need to, to hit a. 1159 00:48:03,920 --> 00:48:07,520 A three x or four x or five x ROAS or whatever performance 1160 00:48:07,520 --> 00:48:08,750 Max can do that, right? 1161 00:48:08,750 --> 00:48:11,990 It's probably gonna lean in more to shopping and lean in 1162 00:48:11,995 --> 00:48:15,050 more to search and not so much YouTube, but, but it'll do that. 1163 00:48:15,050 --> 00:48:18,860 And uh, because it replaces smart shopping, I think you 1164 00:48:18,865 --> 00:48:20,450 kinda have to test it, right? 1165 00:48:20,450 --> 00:48:22,340 You can still run standard shopping too. 1166 00:48:22,760 --> 00:48:25,700 But, but yeah, I think small advertisers should definitely, 1167 00:48:26,000 --> 00:48:27,890 uh, still run performance Max. 1168 00:48:28,160 --> 00:48:29,570 Uh, just change the way you bid, right? 1169 00:48:29,570 --> 00:48:30,530 Bid a little more efficient. 1170 00:48:31,155 --> 00:48:35,175 To try to try to focus that, that campaign and, and keep it from kind of going wild. 1171 00:48:35,535 --> 00:48:38,355 But I, I think Performance Max is gonna be central for 1172 00:48:38,355 --> 00:48:40,005 essentially every e-comm brand. 1173 00:48:40,695 --> 00:48:40,995 Wow. 1174 00:48:41,325 --> 00:48:43,305 And what were the free resources that you mentioned? 1175 00:48:43,305 --> 00:48:44,415 Do you wanna give those a quick plug? 1176 00:48:44,655 --> 00:48:46,845 Yeah, so I'm trying to think of the best way to get there. 1177 00:48:46,850 --> 00:48:53,115 Um, we did, uh, host a, a performance Max webinar and I can shoot you the link cause 1178 00:48:53,115 --> 00:48:54,405 I'm, I'm really drawing a blank here. 1179 00:48:54,675 --> 00:48:55,315 Yeah, no problem. 1180 00:48:55,315 --> 00:48:57,890 This is the presentation that I did and then, and then, members 1181 00:48:57,890 --> 00:49:00,020 of my team, we did like a traffic panel, so it's all free. 1182 00:49:00,060 --> 00:49:00,540 Mm-hmm. 1183 00:49:00,670 --> 00:49:03,100 . Um, and then I did a, a, a. 1184 00:49:04,490 --> 00:49:08,480 Performance Max Blueprint with Ezra Firestone and Smart Market. 1185 00:49:08,480 --> 00:49:10,070 That's actually a paid resource, but you can check that out. 1186 00:49:10,070 --> 00:49:11,570 I think there's some freebies that go with it. 1187 00:49:11,660 --> 00:49:11,750 Mm-hmm. 1188 00:49:11,990 --> 00:49:13,700 . Uh, but I'll get you a link to that presentation that 1189 00:49:13,705 --> 00:49:15,260 that's a great place to start. 1190 00:49:15,860 --> 00:49:16,220 Fantastic. 1191 00:49:16,220 --> 00:49:17,180 Um, yeah. 1192 00:49:17,180 --> 00:49:20,360 And then, and then also have a, a free YouTube resource as well. 1193 00:49:20,365 --> 00:49:23,780 Cuz you know that getting the YouTube ad right is so critical. 1194 00:49:23,780 --> 00:49:28,730 But put together it's a PDF of the top performing YouTube ads 1195 00:49:28,730 --> 00:49:32,400 that we've seen and with links to those ads, you can watch that show. 1196 00:49:32,400 --> 00:49:33,000 Oh, that's really cool. 1197 00:49:33,675 --> 00:49:36,445 Yeah, to kind of break down, kind of categorize 'em, break 'em down, 1198 00:49:36,445 --> 00:49:37,795 show you why I think they work. 1199 00:49:37,795 --> 00:49:38,665 And so that's a good way to learn. 1200 00:49:38,670 --> 00:49:39,475 And that is free. 1201 00:49:39,865 --> 00:49:43,585 So you just go to omgcommerce.com, uh, click on resources, and then it's 1202 00:49:43,585 --> 00:49:47,425 the YouTube ad templates and examples, so that that's completely free. 1203 00:49:47,725 --> 00:49:48,445 So check that out. 1204 00:49:48,450 --> 00:49:50,005 But yeah, both those are, are great resources. 1205 00:49:50,215 --> 00:49:51,055 Fantastic. 1206 00:49:51,145 --> 00:49:54,385 And we'll of course have the links to that in the show notes. 1207 00:49:54,385 --> 00:50:00,320 Brett, listen, I'm aware of time, uh, Uh, I, I've started asking this 1208 00:50:00,740 --> 00:50:04,981 question to people at the end of the, the podcast going, listen, you, you are, 1209 00:50:04,986 --> 00:50:06,530 you are in this amazing place, right? 1210 00:50:06,530 --> 00:50:08,780 You've got a, a, an amazing family. 1211 00:50:08,780 --> 00:50:11,540 You've, you're excited about what's going on at work. 1212 00:50:12,320 --> 00:50:13,850 You know, you're a basketball coach. 1213 00:50:15,170 --> 00:50:19,010 I'm kind of curious if you, um, we, with, the way we put this to people 1214 00:50:19,010 --> 00:50:22,790 is we say, listen, you know, the e-commerce cohort sponsors the podcast. 1215 00:50:22,790 --> 00:50:27,050 So imagine you're in a hotel room full of cohorters, uh, you've just 1216 00:50:27,050 --> 00:50:28,730 delivered your best keynote speech ever. 1217 00:50:28,730 --> 00:50:29,720 They're all going crazy. 1218 00:50:31,480 --> 00:50:32,430 go Brett. 1219 00:50:32,780 --> 00:50:33,430 Yeah, yeah, yeah. 1220 00:50:33,435 --> 00:50:34,940 You know, pompoms everything. 1221 00:50:34,940 --> 00:50:35,550 Yeah, yeah, yeah. 1222 00:50:35,960 --> 00:50:41,780 Um, , uh, you, you stand up, you take a bow and you go, I hey, listen. 1223 00:50:41,900 --> 00:50:47,390 It would, I just would like to thank dot, dot, dot, uh, who, who, who are the people 1224 00:50:47,390 --> 00:50:48,685 that you would like to thank and why? 1225 00:50:49,925 --> 00:50:52,015 Oh man, that is such a great question. 1226 00:50:52,020 --> 00:50:54,935 So I, I think, uh, first of all, my parents, like my, my dad was 1227 00:50:54,935 --> 00:50:57,095 always a super hard worker in a totally different industry, right? 1228 00:50:57,095 --> 00:51:00,845 He worked with his hands mechanic, but like taught me the value of showing 1229 00:51:00,845 --> 00:51:03,125 up every day, given it all you got. 1230 00:51:03,455 --> 00:51:04,665 And so that, he's definitely one. 1231 00:51:04,685 --> 00:51:07,925 My uncle, uh, taught me sales and taught me like persuasion and taught 1232 00:51:07,925 --> 00:51:09,335 me how to connect with people. 1233 00:51:09,485 --> 00:51:09,575 Mm-hmm. 1234 00:51:09,815 --> 00:51:10,995 . And so learned a lot from him. 1235 00:51:10,995 --> 00:51:14,535 My first pastor, uh, at the church I attended really taught me leadership 1236 00:51:14,535 --> 00:51:17,535 and taught me like how to communicate effectively and authentically. 1237 00:51:17,565 --> 00:51:17,655 Mm-hmm. 1238 00:51:18,015 --> 00:51:21,015 like communicating, uh, to really cause change. 1239 00:51:21,015 --> 00:51:21,195 Right? 1240 00:51:21,200 --> 00:51:23,085 And so kind of all those weaved together. 1241 00:51:23,435 --> 00:51:25,325 . And then, like I said, it's always been fascinated by people. 1242 00:51:25,325 --> 00:51:27,395 And so that's what kind of led me, I think, to, to marketing. 1243 00:51:27,395 --> 00:51:31,625 But, but I, I would put those, those three at the top of my list. 1244 00:51:31,625 --> 00:51:34,775 I've got some great business mentors, uh, as well. 1245 00:51:34,865 --> 00:51:34,985 Mm-hmm. 1246 00:51:35,230 --> 00:51:36,635 , but those would be kind of the top of my list. 1247 00:51:36,875 --> 00:51:37,625 Fantastic. 1248 00:51:38,075 --> 00:51:39,845 Well, thank you very much to all those people. 1249 00:51:40,445 --> 00:51:44,195 Uh, listen, Brett, love to the conversation, uh, as I'm sure 1250 00:51:44,195 --> 00:51:45,335 many of the listeners have. 1251 00:51:45,425 --> 00:51:46,805 Great to finally get you on. 1252 00:51:47,045 --> 00:51:48,125 How do people reach you? 1253 00:51:48,125 --> 00:51:50,055 How do they connect with you if they want to? 1254 00:51:50,415 --> 00:51:50,695 Sure. 1255 00:51:50,695 --> 00:51:54,570 Best way to connect us through the website, omgcommerce.com. 1256 00:51:54,590 --> 00:51:58,040 You can click on the Let's Talk button and, and fill out a form there. 1257 00:51:58,045 --> 00:52:02,120 You can email me brett@omgcommerce.com. 1258 00:52:02,480 --> 00:52:03,410 I'm on LinkedIn. 1259 00:52:03,440 --> 00:52:07,100 I'm trying, I'm, I'm gonna say this publicly, put a pressure on myself. 1260 00:52:07,740 --> 00:52:10,400 I'm trying to get into Twitter a little bit more. 1261 00:52:10,400 --> 00:52:12,170 All my cool marketing friends. 1262 00:52:12,995 --> 00:52:14,105 Twitter, it's where it's at. 1263 00:52:14,245 --> 00:52:16,895 So Elon, you know, owns it now, whatever. 1264 00:52:17,285 --> 00:52:20,225 Uh, but I'm, I'm, I'm working on, um, getting more involved in Twitter. 1265 00:52:20,465 --> 00:52:22,385 We'll see, I don't know, you may check it out and you may be like, wow, your 1266 00:52:22,385 --> 00:52:23,645 last post was like five years ago. 1267 00:52:24,155 --> 00:52:24,836 Or you may check it out. 1268 00:52:24,915 --> 00:52:27,425 I may be going wild, but, but LinkedIn for sure. 1269 00:52:27,485 --> 00:52:27,575 Mm-hmm. 1270 00:52:27,815 --> 00:52:29,325 , uh, you can email me, check out the website though. 1271 00:52:29,325 --> 00:52:30,065 Those are the best ways. 1272 00:52:30,330 --> 00:52:30,990 Fantastic. 1273 00:52:31,110 --> 00:52:32,400 I'm the same way on Twitter. 1274 00:52:32,400 --> 00:52:36,360 I have a Twitter account and I, I can't remember how many people I'm connected to. 1275 00:52:36,360 --> 00:52:38,130 Maybe 20,000 people on Twitter follow me. 1276 00:52:38,280 --> 00:52:38,600 I don't know. 1277 00:52:38,600 --> 00:52:38,880 It's a lot. 1278 00:52:38,880 --> 00:52:39,240 Yeah. 1279 00:52:39,340 --> 00:52:40,560 And I just never use it. 1280 00:52:40,560 --> 00:52:43,290 And I kind of think I probably should, uh, at some point 1281 00:52:43,680 --> 00:52:46,530 In fact people say like there's some of the best connections they're making now. 1282 00:52:46,530 --> 00:52:49,260 There's like, there's just like this explosion of, of direct to 1283 00:52:49,260 --> 00:52:53,580 consumer and, and marketing people on Twitter is what I'm understanding. 1284 00:52:53,580 --> 00:52:56,010 And so, so I'm gonna, I'm gonna give it a go. 1285 00:52:56,010 --> 00:52:56,600 I'm gonna, I'm gonna, 1286 00:52:56,850 --> 00:52:58,410 well, I'll tell you, I'll be in it with you. 1287 00:52:58,920 --> 00:53:00,810 Uh, we, we'll do Twitter. 1288 00:53:01,060 --> 00:53:01,550 Yeah. 1289 00:53:01,550 --> 00:53:02,060 Yeah, absolutely. 1290 00:53:02,330 --> 00:53:02,600 Brilliant. 1291 00:53:03,320 --> 00:53:04,130 Fantastic. 1292 00:53:04,220 --> 00:53:06,860 Thanks Brett so much for coming on the show, man. 1293 00:53:07,390 --> 00:53:07,940 Absolute legend. 1294 00:53:08,150 --> 00:53:08,990 And I'll see you in Twitter. 1295 00:53:08,990 --> 00:53:09,430 Thanks Matt. 1296 00:53:10,690 --> 00:53:11,430 See you on Twitter. 1297 00:53:11,435 --> 00:53:11,810 Thanks brother. 1298 00:53:11,810 --> 00:53:12,230 Really appreciate it. 1299 00:53:12,230 --> 00:53:12,680 Absolutely. 1300 00:53:13,160 --> 00:53:14,810 So what a great conversation. 1301 00:53:14,810 --> 00:53:17,840 Huge thanks again to Brett for joining me. 1302 00:53:18,045 --> 00:53:19,455 Today, what a legend. 1303 00:53:19,755 --> 00:53:25,005 Uh, big shout out to today's show sponsor, uh, which is E-commerce cohort. 1304 00:53:25,005 --> 00:53:28,835 You can find out more information about them at ecommercecohort.com. 1305 00:53:29,055 --> 00:53:32,685 Do check out this new type of community you can join. 1306 00:53:33,015 --> 00:53:35,985 Be sure to follow the e-commerce podcast wherever you get your podcast 1307 00:53:35,985 --> 00:53:39,925 from because we've got even more great conversations lined up and I 1308 00:53:39,925 --> 00:53:41,025 don't want you to miss any of them. 1309 00:53:41,235 --> 00:53:46,955 And just in case no one has told you yet today, dear listener, you are awesome. 1310 00:53:47,025 --> 00:53:47,505 Yes you are. 1311 00:53:47,505 --> 00:53:49,845 It's just a burden we've all got to bear. 1312 00:53:49,935 --> 00:53:50,745 I've gotta bear it. 1313 00:53:50,775 --> 00:53:52,125 Brett's got to bear ot. 1314 00:53:52,125 --> 00:53:56,690 You're no exception, uh, the E-Commerce podcast is produced by Aurion Media. 1315 00:53:56,690 --> 00:54:00,170 You can find our entire archive of episodes on your favorite podcast app. 1316 00:54:00,175 --> 00:54:03,860 The team that makes this show possible is Sadaf Beynon, Josh Catchpole, 1317 00:54:03,860 --> 00:54:05,600 Estella Robin and Tim Johnson. 1318 00:54:06,030 --> 00:54:09,620 Our theme song was written by Josh Edmundson and My Good Self. 1319 00:54:09,680 --> 00:54:12,590 And as I mentioned, if you would like to read the transcript or show 1320 00:54:12,590 --> 00:54:18,230 notes, head over to the website, ecommercepodcast.net where coincidentally, 1321 00:54:18,245 --> 00:54:22,055 you can also sign up for our weekly newsletter and get all of this good stuff 1322 00:54:22,585 --> 00:54:24,425 directly to your inbox totally free. 1323 00:54:24,695 --> 00:54:25,565 Totally amazing. 1324 00:54:26,015 --> 00:54:28,355 So that's it from me. 1325 00:54:28,535 --> 00:54:29,625 Uh, that's it from Brett. 1326 00:54:29,645 --> 00:54:31,385 Uh, thank you so much for joining us. 1327 00:54:31,385 --> 00:54:32,705 Hope you enjoyed the conversation. 1328 00:54:32,710 --> 00:54:35,855 Make sure you connect with him, get your freebies, uh, and 1329 00:54:35,885 --> 00:54:37,505 then I'll see you next week. 1330 00:54:37,655 --> 00:54:38,945 Have a fantastic week. 1331 00:54:39,305 --> 00:54:39,905 Bye for now.