You're listening to path to purchase a podcast for passionate and committed business owners and marketers, Oli Bilson and Tom breeze are here to give you the tools and knowledge you need to grow your business and take decisive action. Welcome to the episode.
Speaker 2: (00:14)
Hey Tom. How are you doing? Very good. How are you? Good. I'm really good. Thanks so, you know, as well as me, there's lots of different ways that people can drive traffic to their website to their offers, whatever it might be. And, I actually recall hearing you speak at traffic and conversion back in February and I thought it'd be really cool just to dig into the concept of YouTube advertising and how well really how you're helping people leverage that platform, to drive more sales conversions, and leads into their business. So, I just figured that we should have a chat about that. Really cool. Yeah, I think that the presentation I gave in San Diego TNC was focusing on a particular case study where we had got like 398% ROI for one of our clients. And we talked about the logistics of it, like specifically what to do to create your ads and run those ads and find your audience and, and, and get the conversions up and I think that, when I speak to it, it all depends on who I'm speaking to really and how I describe what YouTube advertising is because, it's different for everybody in a, in a weird way the, the, the process of actually advertising on YouTube, it's pretty much the same every time. But getting in front of your audience is typically like the big thing and we've only really in the last, I'd say three or four months, got to the point where we can confidently talk about how we do it.
Speaker 3: (01:50)
It's always been like an intrinsic understanding of like, yeah, we know where the audiences, we know ways to get in front of them, but we never really thought about how we can describe that to somebody else. It's like once you've been doing it for a few months in the agency and that's what you do in day in, day out, it's kind of like, cool, I've got it. Now. I understand the ecosystem of YouTube and how it works because YouTube works in a very, very different way to someone like Facebook so with Facebook you're kind of targeting people based on their identity. So what their interests are and all their hobbies might be how they've, categorize themselves, like what the job title and, for example, or maybe, their demographics and their locations, et cetera a lot of that applies to YouTube, but on YouTube it's all about someone's intent.
Speaker 3: (02:35)
Because when we visit YouTube, we're normally doing it for a reason not just because we're not bored or we might just like, there is a part of that, I think that like 53% of people, the stats are from Google, 53% of people that go to YouTube I typically go in there for entertainment reasons or inspirational reasons. So maybe you want to watch a Justin Bieber video or a, I don't know, like a laughing baby or a cat falling off a fence or something. I don't know how you spend your day. That's pretty much, yeah, exactly. I've got this facade of this agency that has really what I'm doing is watching cat videos all day but yeah, the, the, the vast like the vast, majority of people that aren't going there for that entertainment reason are going there for intent and they're looking to find out information about something they want to know about something they want to do or something they want to buy.
Speaker 3: (03:27)
So it strikes people as quite strange when, like the most popular videos on YouTube were actually unboxing videos the most popular channel for a long time now, has been this like Disney collector BR, it's called basically it's like this, channel where, the owners of the channel basically just buy a Disney product and just unpackage it and say, here's what it is, here's how it all works. Just like films that and then another one of your, yes, certainly. Yeah. This is what I do all day. I just filmed myself unboxing products. It gets expensive. I had to buy all these different products but no, like, so like there's this kind of like weirdness to YouTube, but it's only because the audience exists and that's what people are wanting and I, I'd take the Disney collector BR channel was like a weird one, so to speak, but there's plenty of products out there that are being filmed because people like to know information about specific types of products before they go and buy them.
Speaker 3: (04:26)
They're looking at them and saying, okay, there's a coffee machine. How does it specifically work? What type of coffee can I buy how convenient is it all they, they're looking, it's almost like window shopping. YouTube can be like sometimes then there's the idea of like this wanting to know idea, which is like you're going there to learn information. So you might just type in topics that you want to find out more about. So it could be like YouTube advertising, someone typed in that or how to get more customers or information about content marketing or generally speaking, purely about marketing there. It could be anything. You just type in a topic kind of keyword type thing and you're just looking to learn. And then you also get lazy. These how to videos. Like how to, one that I looked at the other day was how to build your own deck, like decking in like landscape gardening type thing.
Speaker 3: (05:12)
I thought today I thought maybe I can do it. And I watched the video, I was like, great, I know I can't do it, which is, which is good but so there's all these people that are looking at these specific types of keywords and looking for videos on those topics. And that's what I think a lot of people look at YouTube for like these keywords that people are typing in, but it's so limiting and that's why I think once you've experienced YouTube advertising and you're into it, you realize there's so much more that goes on YouTube and, and that's how you can tap into this whole new audience and it's all about PR or someone's moment in time and if you can get in front of people at the right moments with the right ad and not be all salesy, not be like a really annoying, like pre-release, constantly hitting you all day if you can, if you can do it in a slightly different way, it works incredibly well.
Speaker 3: (05:57)
So, one, one example that I, that I've talked about recently, I was, I was giving a presentation in bath recently just for people that are listening in Bath is a place in the UK, not me in a bath or anything like that. Yeah, I'm sure that would've come up with some people's minds that the, so I was, I was giving this presentation and someone in the audience, were chiropractors and they were looking to see how they can promote their business on YouTube. And I was talking about YouTube and how it all works, et cetera. And they were like, well, do I tell joy to start advertising a keyword like back pain and all the back pain videos that are out there? And I was like, sure, you should probably do that but put yourself in someone's moment in time.
Speaker 3: (06:40)
If someone had back pain that needs solving in that local area where that chiropractic could help that audience is we like, I don't think hardly anyone will actually think, Oh, my back is killing me. I better go to YouTube and type in a video about like back pain. That's just, that's just doesn't exist. That moment doesn't really exist, especially in a local area internationally. Sure. You might have quite a big audience doing that, but the vast majority of people aren't doing that and so it's like, well, how do we get in front of an audience that'll be right for this chiropractor considering they're in a local area? And one of the things I started talking about is like, well now identify the moments that your customers have. So think about one of your customers that turns up on a regular basis to your practice looking to salt their back.
Speaker 3: (07:18)
And they were like, well, we get a lot of people over the age of 50 because the back tends to give way at that point and get a lot of people in that sort of age bracket and a lot of them would be female as well. And, and that was just the demographic of their audience. And I was like, well, immediately my mind went to like, what do people over the age of 50 females do, you can get very stereotypical, and I don't want to offend anybody, but one of the things that came to my mind was like, well I know that kind of some of my family members of that age who are female or typically about this time of year, spring to summer, we'll start thinking about gardening and what their gardens going to look like that year and what, to start planting. And one of the classic things with gardening is that people get a bad back doing it cause they're on typically on all fours, like digging up the garden or whatever it might be, making it look very pretty.
Speaker 3: (08:04)
And I know a lot of people complain about bad back at that point. So what a better opportunity to be to do is look up all the how to video about gardening stuff. Target females of a certain age group and say, Hey look, if you're going to, and the ad would actually be something along the lines of if you're looking for information on gardening this year, don't remember last year when your back was killing let's not have that happen again. Do you want me? And then you can promote your practice and say, come down for a, and then have a good promotional offer. Come down for a free session maybe, or whatever it might be, or an introductory session come down and we'll align your back and make sure that you have, you run through specific exercises so that you don't hurt your back this summer gardening or something like that. Now we a very specific message to a very specific audience. But guess what, that's just one moment. And there's gonna be so many more for like sports-related people. I just run the marathon and my lower back was in a lot of pain during the training. And if someone's message came up and said, Hey, look, if you're running the marathon, in the next few weeks, you definitely want to sort out your lower back. And I was like, Oh my God.
Speaker 2: (09:05)
Preventative. Yeah, yeah, sure. Yeah, yeah, sure. Nice.
Speaker 3: (09:08)
So like, it's, it's knowing what's happening. So like if the London Marathon is coming up and I'm typing in something like, I don't know, like a marathon training plans, for beginners or something like that, then the chiropractor should really know at that point and say, well, that's kind of my ideal audience. Cause I can say to them, if you're just starting out, you're planning for your training, remember your back's gonna hurt. So why don't you just gonna have a few sessions and make sure that your back is aligned properly before you go out and run that marathon. And this only people doing that in the local area, there's not too many people typing in back pain, but there are people that are typing in information. We can still help those people. And, it's just identifying those moments that people have. And if you can identify those and then have an ad, like a match that a message with that moment, then you tend to find that you do very well. Indeed so really whenever I think about YouTube advertising, I think about getting in front of an audience that would be in the right moment as opposed to, the identity of somebody or a keyword as such. It's more to that, it's more of a context around it and that drives all of the results that we get for clients as well.
Speaker 2: (10:12)
I love that. Okay, cool. So, I get that. Don't know, I think that for anybody listening to this, they probably would have already picked up the YouTube as a channel, is quite different to the way that you would go about thinking structure structuring and putting a message together if you are advertising through Google AdWords or through Facebook. I think I can, I can grasp that it's interesting because I've used the analogy for a long time, especially with, Facebook, which I know you also do a lot of, a lot of AB abs wave as well that it's a moment of self discovery now, one on YouTube. It's kind of that, that moment as you mentioned, it's a really, really nice way of putting that for people to remember the difference between the channels in Facebook for most, it is a moment of discovery, and that moment of discovery because of course you have interests that are aligned with the ad that's being served to you. And so you've discovered something that is of interest because of that what I'm quite interested in is your, your take on, moving people over from those, those ads we'll keep to YouTube for this particular things. I think it's, it's so fresh, it's so new and most people aren't really, diving deep enough to get the results that they could get because they're not necessarily getting the right direction as a, as a specialist in this particular area I think that you're best served to give this answer, so I don't know how you're building out a little tough question now.
Speaker 2: (12:05)
Well over from YouTube, and move them towards where we want them to go to the next part of that journey after they've had that moment. Where do we want to take them to?
Speaker 3: (12:17)
So I normally I that at that stage, once we've identified the moment, I would then normally think about like, what is it that you can give that person typically for free there's actually going to be useful for them so they remember you and appreciate what you've done for them and I always, I always try and get people to think like it's an offline world. Again, like imagine like the internet doesn't exist, but you just met that person in that moment so say for example, you've gone round to your granny's house for example, and you've gone there and she's thinking about what she's going to plant this year, let's say in her garden and you'd be like, okay, well I'm granny German last year when you really hurt your back. Like this year. I think you should really kinda like go and see the chiropractor before you go and do anything.
Speaker 3: (13:02)
But if you were the chiropractor in that situation and you, and you knew that granny was about to go and do that planting, what would you tell that granny at that point? What would you give them? Granny? What advice would you give at that point? And that's typically what I would say. That needs to be the lead magnet and that's needs to be the thing you're going to give away for free which means you probably need to create a lot of different lead magnets to connect with lots of different moments, but that shouldn't be too difficult, like for example, even like a, like a video that we're doing right now here, like, like if this particular podcast episode, this is kind of like, it's easy for us to create this content cause we know it and we, we do this all the time.
Speaker 3: (13:38)
And likewise for a chiropractor, it should be pretty easy for them to think, right, this is actually what that person wants. And I can write that up in an hour or two. All crazy quick video with tips and advice an hour and at that point I'd say, right, that needs to be the, the thing that you offer. Do you think you give away for a name and email of some sorts of build? Start building that relationship remember that some moments are going to be like they're looking for someone urgently to help them with their back pain. And that's kind of like probably a quicker call to action at that. Mason's like, call this number and we'll come and help you out it's a bit like a locksmith. For example. If you're gonna invest in a locksmith, it's not going to be like, I really want to build a relationship with my locksmith first.
Speaker 3: (14:15)
It's like you're not just being broken into, you just need it fixed straight away. You don't need the relationship building and then vice versa. It could be a products where it's expensive product, it's about the future of your business. And so you want to definitely build that relationship first. So it's, it's just a consideration, but taking it all offline and imagine you're meeting them in the street or meeting them at a business conference or something. It's that con conversation you'd have there and the natural progression next to be like, Hey, well I've got this for you. If that's going to be of interest and that's what the lead magnet or the free giveaway is going to be, knowing that then you can create an ad that connects with what people are about to look for in the moment and giving them the next thing and that then the, then the ad becomes a lot easier to create.
Speaker 3: (14:56)
You can normally create that. Like the length of the video could be like 15 seconds can be really, really quick or it could be like five to 10 minutes in some cases I would say on YouTube, normally if you're capturing people at the right moment, the shorter video is going to work better and then have most of the content in the lead magnetic self, but it's, it's again, it's just playing it out in terms of what you think is going to be most appropriate for that moment and thinking, right, well, if I need to speak to them for two minutes before they're convinced to take the next step, great. Take two minutes, do it don't like, don't subscribe to like this. It has to be this type of video because that's what everyone else has told me to do. It's more okay to just just identify what that moment is and what's happening in that moment and provide value and provide good content in that moment. And then say like, look, if you like this stuff, you're going to love what I've got for you next. It's that type of relationship so it's not easy to pinpoint and say, this is exactly what I would give away, but I would, I would definitely give something that fits the moment, and as a natural stepping stone to that, that'd be the next step.
Speaker 2: (15:55)
So really it's the alignment of where they come from to where you want to take them. It's the critical thing of what you're going to actually offer them. And actually, we all know that kind of, that alignment of that message in that market is so important to be able to drive conversions to, to, to where you want them to be the than anything else. What's interesting is not for, for anybody listening to this is probably not to get too twisted up what, what, what Tom's talking about in terms of YouTube advertising versus something like YouTube remarketing, which is kind of using YouTube as an asset that is driving people back to another author that you'd already made to them. So, I just wanted to make that distinction because it is very different, it's a different way to use that type of channel than anything else.
Speaker 2: (16:52)
And that also kind of brings me on to talk about, you know, what a lot of people tend to do, especially when they hear about a new way to drive traffic dry people towards their offers is that they don't personalize and change those offers dependent upon where they're coming from. So, you know, I remember going back to last year, people were talking about getting on the early adopter program for Pinterest for example. And people were like, Oh, I can just, you know, quickly this is working over here. I've got this lead magnet, I'm getting 35% on the landing page data, whatever the whole funnel converts really well. And whatever the fact is is that you really need to consider what type of traffic you're using and where you are driving them to, to actually get something to work. And it's fair to say something because something works on Facebook doesn't necessarily mean the same offer.
Speaker 2: (17:42)
Same lead magnet isn't going to work on YouTube. And of course it comes down to testing. It comes down to really understanding, you know, that moment the people are in and what they're actually looking for. But it's different. And, and I think you've got to do that hard work to sag man and get clear on the message that you, that you need to put in front of people, so I just spoke a few Mo just for a few minutes then about, obviously using, you know, different channels, to drive people to your offers and YouTube obviously being one of them. I think actually we, we want to create a different podcast episode about specifically usually remarketing, but could we just touch on YouTube remarketing as an asset, that we can use within, within our existing marketing and existing advertising platforms we're already using. So we're already using Google AdWords or already using Facebook advertising to drive people into a page. And how could we use YouTube remarketing, to be able to support those though our ongoing funnel?
Speaker 3: (18:56)
Yeah, good question. So, so like the fundamental aspect of YouTube remarketing and just for clarification, there's people that do Facebook retargeting. It's retargeting and remarketing exactly the same thing. Really. You're just getting back in front of people have kind of landed on a property that you own and so you've got a list of people who've done that through cooking out cookies so, just just to run that through and make it crystal clear, it's kind of like you can take certain audiences off of people that have either watched your video, liked your video, commented on your video, et cetera. Anything that happens, any interaction with the actual YouTube videos themselves, you can collect an audience there. And obviously then if you've got your website pixels, you can say, anyone that's visited my website as well, take those pixels as well. So there's, there's a variety of different audiences you can create.
Speaker 3: (19:48)
And then like lookalike audiences on Facebook. You know, she built what's called similar audiences on Google ad words. So there's a variety, there's a different audiences you can, you can create. I think that if you're going to start using YouTube remarketing, it's a case of, again, understanding the moment that person. So, the moment typically for most people, say for example you're sending, let, let's just keep it to Google for example, or just a YouTube for example, just to begin with. If you took someone who watched your video, and then visited your website and then didn't opt in, you can make a list of those audiences to save, right? Everyone that's hit my website but hasn't yet converted, let's show them more YouTube ads and in that instance you might say, right, well now they're in a different moment because they've watched the ad.
Speaker 3: (20:36)
They said they're interested in the ad enough to be able to click the link back to the website. There's something about the offer that wasn't right for them or they decided to no, not at that time so you could of course promote them back to the same offer again. That's one option. And you can just keep them running the same ad to that person as well. Not the best way. The best way would probably be saying right about first of all isn't right for them. And follow up with another ad to say, Hey, we're running a particular webinar next week. You're going to put it on, sign up for it. Cause it's amazing. And obviously you said it better than I've just said it there. But in that instance, what you're doing is you're changing the offer because I've said no to one of your offers to begin with.
Speaker 3: (21:10)
And so you have a different ad running to that audience. It's a different offer. And so that means that you can have a better customer journey because the customers experienced this thing of like granny saying, I want a pot plant these plants. And you said, Oh, don't put your back out. Come learn how to do some back exercises so that you don't put your back out this summer and then, she was interested enough to click back to the West side, but she didn't leave her name and email at that point, you might say, right, well let's stop showing that first ad. And it said, show this next ad, which is like, Hey, let me show you how to strengthen your back in three easy steps we've got a webinar on it and seasoning or here's a cheat sheet on how you can do it all. So here's, here's a few ideas that you can use for example, and then you might have a different office for that same person, and that's more likely to convert a second time around. And also it's a better experience for, granny and that always going to be here.
Speaker 2: (22:04)
It's D J. I mean, I, I've seen this done on a number of times, mainly in, kind of sales conversion campaigns more than maybe marketing, more top of funnel campaigns, but where people actually will at the beginning of the video, they will say, Hey, how you doing? It's Ollie Billson here I noticed that, you've got, you've got over to us and, and for whatever reason it wasn't right for you. Do you, is it a good idea to solidify the step that they didn't take before they, you give them something else or is it better to just make the assumption, Hey, let's just go in with another office or Hey, it's only built in here I'd like to offer you the opportunity to, I'm doing a webinar, whatever it, my day.
Speaker 3: (22:44)
Probably the latter. I think people get creeped out by for sure by like if you would like to follow them around and say, Hey, you visited our site 13 times this month and you haven't yet compared to, I mean, if you felt like that, you'd be like, wow, my presidency has completely gone. And that would be the worry that I would have that there'll be thinking about that. Not, the actual messaging if I spoke doing way. I mean, we say that let people have retargeting, remarketing people back into Facebook and they'll say, you know, I noticed that you didn't, did life get in the way you know, kind of the, the, the adage of kind of abandoned cart emails is a, is a similar thing. You know, they've got to this that they didn't do this, therefore we're just going to push, push, push them back to where they are I guess that's indicative of the type of campaign that you're running probably more so than anything else, I think. I think it comes down to the audience as well. Right. So like if you're doing that to a marketing audience, that's fine because marketers get it. They know how remarketing works. If you're doing it to granny, she's going to be, if you're kind of like running in it, she'll, she'll actually think you're talking directly to her and she'll get so worried that she'll probably just be that that would be in her head and nothing else and that will, that's what you'll be remembered for. That'd be the brand in her head of what you are sort of thing. You're that creepy keeps on following her around and tell him what to do every step and say, yeah, what's interesting, wait, wait. You and me talk about this a lot, in terms of the agency stuff that we both do is like, you know, automation and, and, and cooking people and being able to retarget them and send automated emails and, and do pretty much a load of cool stuff, gives us a lot of power, but also, doesn't necessarily mean that we're, we're able to, to truly leverage that without being human and I guess I, we've spoke about this a lot you know, having that, talking to people as a human, believe it or not actually works a lot better what are we, when we talk about that in a future episode, but for now, just in terms of those videos, kind of, either the videos or advertising the video to remarketing on YouTube, do anybody listening to this you know, they got to have high production, you know, do they have to hire somebody in you know, I'm sure a lot of people are wondering, like, that sounds like a really, really good thing to me. And I think the way you've explained it with the, the chiropractic something that a lot of people can get onboard with and really open their mind to the possibilities in that marketplace that they can probably govern, attack and going introduce themselves to, to get in the moment to get people in front of them when they're in the moment. But how good do those videos have to be?
Speaker 3: (25:27)
Do you know what? I, I get that question a lot and I never know it, it's, it's a case by case. Okay. Case by case situation and I know that it'll depend on what your customer's expecting. So, if I get an iPhone style video from a marketer, I'm good with that. I can watch that all day and there'll be no credibility loss in my mind. Cause I'm like, great, they're there just being there and they're being helpful for me if it's a, if it's like a chiropractor, let's keep that one for a sec for a second. If they did have a really fancy video and it came across in a, and the, and the chiropractor looked like an absolute expert but still friendly and still I'm like, I could get on with them if they came across like that, then there'll be a part of me, they'd be like, I'm going to go see the best guy in the industry sort of thing.
Speaker 3: (26:15)
And so there'd be a natural I, yeah, I think that for certain types of products I would like a higher, higher standard of video quality I'd say I probably want it to be in situ. So I want like the video speed done on location, like in the practice or in the clinic for example. So I can see the chiropractic in their, in their environments and I can see it and I can just kind of feel like I'm there with them and that would be key. But like I would want it to be shot really well. I think for that topic, if I was, if I was going to do it, I'd definitely that shot really well. Likewise, if it was like anyone in the financial services, I don't want an iPhone video from an accountant for example. I want, I want quality at that point. I want to know though, like honestly. Yeah, yeah. And then you try to mix the personality of a personality within the organization with the, with the message or are you trying to you know, would something kind of like an animated video or kind of like a, you know, a hand drawn kind of video, work just equally as well?
Speaker 3: (27:13)
Yeah, I think so. Something I talk about with video is like this idea of Velcro like, so when, whenever we create a video, we kind of think to ourselves like, what's going to stick in the minds of the customer? What, what's it gonna, what's gonna and what, what is going to stick and do we want that, that thing to stick. So like if someone does, is really clever remarketing campaign, typically you might get remembered for, Oh, there's that clever marketer or that creepy person. And it's not the message that you remember. It's not what you actually created the video for the intent of the video. It's like you get remembered for something different instead. And that's what I was worried about. Like these like really fancy tools and strategies, et cetera, cause you get removed as a wrong thing. Things sometimes I think in the same instance here, whenever we create a video, we're looking to bring across the message and also encapsulate that as best as possible so that even if someone doesn't take action, they get left with this, this mindset of like, well isn't that w they don't those guys look at Mac like amazing.
Speaker 3: (28:10)
Like that's exactly what I wanted to see. For example, might not be the perfect time. That's why I didn't sign up for any reason. But you, you know that you're kind of like you're giving it the very best shot but also your getting across exactly what you want to say. So animation videos, I don't think do it that well I think they can be great for conversion rates, like VSLs and stuff for certain marketing companies work incredibly well and better than if the presenter was on camera. And I think some of those like hand drawn videos and animation videos can work really well on a really good at describing something quite complicated and making it seem simple. All that stuff is really, really useful. But I think when it comes to a business owner being on camera and talking genuinely, that nothing beats that, nothing kind of like beats that human connection cause that's what it is at the end of the day.
Speaker 3: (28:56)
Most businesses, it's like I want to connect with somebody else and if they can talk like a human being to me, that could be animation. The video as well can be like a hybrid of lots of different approaches. But I always feel like if there's a person in the video, I can really connect with that person. And the stats typically show whilst I'm animation videos and get really good, like direct response, conversion rates, et cetera. Like, so if you just had an animation video as an ad, it can work really well, but those ads that you have, which has the person in them, and then you have remarketing off the back of that, the person gets remembered so much more than some animation. And even if you try and get the logo, the logo just sticks to a certain extent, but a person sticks so much better.
Speaker 3: (29:38)
And so I normally say to people, try and get on camera trying, even if there are a few seconds, just have your face on there at the start of the video. So someone's got that connection. They know they're dealing with a human being and then, and it does wonders for the, for the financial, the actual length of the connection and that people will have no remember you and they remember what you stand for and everything else like that. So, I, you know, I try and get the, like I try and get the person in the video if it's possible or then really make it about the logo. And then sometimes I have to go animated. Sometimes as well. But, it's, it's more about what you're trying to portray. What you're trying to get across in that moment and every moment is different.
Speaker 3: (30:12)
So like even on Facebook, there's going to be certain moments that people are in. Like you might be bored, you might be just out of habit, Gallens your phone onto Facebook and scrolling through your Facebook feed for example. And that's still the moment. It's just understanding that moment and saying, right, if they're in that board state, but then we know they're interested in this sort of topic, how are we going to capture their imagination? How are we going to stop them from scrolling and actually getting to lesson? And, and so that's, that's where you start with the, with the actual ad campaign. It's like what, what your audience is doing already, what moment of AAN and let's try and grab their attention and control that moment as much as possible. And, and then your offer that fits that moment as best as possible into the incident view of the actual viewer basically, or the, or the potential customer.
Speaker 2: (30:56)
Yeah, it's a whole different it's a whole different level of thinking, around using, these strategies and tactics with YouTube and, and probably for, you know, I, I'd like to think everybody that was listening really broaden the horizons to the opportunities that are open to them in their marketplace. And a lot of people get, you know, can feel like that they've done as much as they can do. I mean intentional searches with Google ad words. There are only so many impressions per day, right? Facebook, you can only say, you know, you can only say you're serving amount to a particular audience and lots of things you can do that are, but this is, is there's also a lot of people are not doing, I've certainly found that there's a lot of, a lot of things just during this episode, you know, my mind spinning to how we could implement that in some of our businesses and some, some of the things that you can also help our, our clients for in our agency as well. So, that's great.
Speaker 3: (31:56)
It's amazing. And I think that the is, it all comes about from data, right? So like, the, this, this drives all of this. It's not like I've come up with a theory and then thought maybe that will work and talk about it. It's like we found that when we're working with campaigns with clients, every now and again you'll, your video gets shown on some random videos that you weren't, you weren't necessarily targeting in the first place, biggest and amazing conversion data from it. And you're like, hang on a second. That topic there, it's got nothing to do with what we thought our client wanted to be advertising on. We've got a kind of few impressions there and we've got like three people bought the products from there. And then that kind of, it might be just one video in one random niche is just all of a sudden just generate a load of customers and all of a sudden you're like, Rocky, well let's look at that.
Speaker 3: (32:37)
Let's see what's going on there. Maybe then you just keep your generic ad, but test this new market, this new area. And, so the one I'm thinking of is like a meditation style video. We were advertising on a meditation video and we didn't realize we were advertising it. It cause it just, it was kind of key worded weirdly. Basically just as ambiguity, we started getting some exposure there and then off the back of that we're like, Oh great. Like let's like the, the topic that we're selling is that nothing to do with meditation but it seems that audience wants this stuff. And so we started then kind of advertising them more meditation style areas and then we just to change in the ads to fit with that audience. And all of a sudden you've opened up this whole new market and that's what kind of started off this moment idea is like there's so many kinds of customers out there that you're not yet getting in front of.
Speaker 3: (33:21)
I mean, and they're hidden to most people cause you haven't, they haven't thought this through. They haven't thought like what, what other things are my customers doing and how can I get in front of them and still be useful and helpful. And if you can do that, you'll tend to find that you can vote a lot more people. And it's still dirt cheap to do this on YouTube, whilst all the brands on there. So it's a, it's a good time. Thanks Tom. It's been an awesome episode and look forward to catching everybody next time.