WEBVTT

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The metric,

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the metric to rule them all that YouTube really cares about is watch time.

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They've just understood that that's how they grow consumption.

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I wouldn't say the subscribers don't matter because,

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yeah,

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to your point,

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you want to get over kind of that thousand threshold.

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And maybe if you get someone to subscribe,

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they're more likely to come back and more likely to check you out.

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But it is definitely more of a vanity metric than anything else.

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And so what you've got to be obsessively focused on if you're creating organic content on YouTube is how do I increase my watch time?

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You're watching Marketing Mystics with Norn Farrar and Kevin King.

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It's my brother from another mother,

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Mr.

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Farrar.

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How are you doing,

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man?

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Good.

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How's it going today,

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sir?

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It's going well.

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I heard life is all good for you again.

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You told me the other day you had your first cigar in like two weeks because it's been like so freaking cold.

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And I had a cold and it's actually a much longer than that.

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So the last time I was with you at your marketing masters event,

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that was the last time I had a cigar.

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Wow.

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Yeah.

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You must've been,

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did you have the shakes or are you like,

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I was in withdrawal.

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You're sitting on the toilet where you just like shaking.

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Yeah.

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But I had my

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Coke zero.

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So that was okay.

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Yeah.

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But you know,

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it's,

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it's crazy because.

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you know that we like we both have cigar collections right and i got these new humidors and the cigars are absolutely perfect and i've been wanting to go outside but it would have been just too cold man

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that's you gotta get you gotta build a you got a big house there you got three floors you could put a cigar room in one of those but i think the wife says nix is that right

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Yeah.

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Yeah.

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I even,

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I have the cigar vision,

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not all right.

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And I went up to her the other day and I said,

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you see this rabbit,

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we have one downstairs,

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but Kevin has one.

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We were able to smoke in his condo.

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And if we got this,

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did she just turn around?

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Oh yeah.

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She said it is never going to happen.

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Yeah.

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What the hell freezes over?

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You know what,

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what I think a lot of people,

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you and I come from the Amazon world.

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Let's speak of something that's never going to happen.

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And,

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you know,

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I just did it with you were at the event.

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I'm not sure when this is coming out,

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but you're at my Elevate 360 event in Iceland.

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You know,

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I do a big event for Amazon sellers called Billion Dollar Seller Summit,

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which is all about Amazon.

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Great event,

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really high ticket,

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really good stuff.

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And then I do a second event right after it,

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which a portion of the people stay for called Elevate 360.

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And the whole idea is to get outside of this Amazon fishbowl.

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we all you know in the amazon world a lot of people they just swim in this amazon fishbowl and they don't really know general marketing and i was just talking with uh perry belcher last week actually uh and perry was like yeah uh i

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came to your market masters which you just mentioned earlier and it's like i was just baffled this guy's doing 10 million dollars a year selling a um a pillow a travel pillow

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And I'd take a look at his stuff and his marketing is not any good.

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And this is not any good.

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And this is not any good.

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It's amazing how many people in that Amazon world don't understand marketing and what they could do with outside traffic when it comes to that.

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And that's one of the reasons for Elevate360.

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And just another really quick story,

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and this will segue into our guest today,

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I think really nicely,

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is

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I was at

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VidSummit, which is Daryl Ives and Mr.

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Beast's

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YouTube conference in Dallas back in,

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I think it was in September of last year.

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I was just sitting there,

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minding my own business,

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sitting on my chair,

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waiting for the next speaker to come on.

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It was like a five-minute break.

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People were milling around.

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This woman walks by me,

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and she passes me up.

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And then she turns around,

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looks back,

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and says,

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are you,

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excuse me,

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sir,

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are you Kevin King?

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I was like,

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yeah.

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Are you with the IRS,

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or who are you with?

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She's like,

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no,

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no,

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no.

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I'm just,

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I think you do stuff for Helium 10,

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right?

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For like,

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you do the Freedom Ticket course.

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I was like,

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yeah.

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And she's like,

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oh,

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I'm taking that course right now.

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Do you mind if I sit for a second?

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So she sits next to me and we start talking.

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She's telling me how she just started the course.

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She's learning how to sell on Amazon,

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going through the process.

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And I was like,

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so have you picked a product yet?

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She's like,

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oh,

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yeah,

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I already got a product.

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I said,

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oh,

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when do you think you'll get it launched?

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She said,

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oh,

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it's already on Amazon.

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I said,

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oh,

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really?

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How's it doing?

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She said,

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we're doing $200,000 a month.

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And I was like,

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wait a second.

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You told me you're just now learning how to sell on Amazon.

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and you're doing $200,000 a month selling this product,

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how in the world are you doing that?

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She said,

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oh,

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I'm just sending traffic from YouTube to my Amazon listing.

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And I took Daryl Ives'

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training course or whatever on how to do it.

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And I think that's a big thing that a lot of people in that Amazon world and people in the Shopify and DTC world and everything else that's listening to this podcast.

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don't really realize what opportunities there are on YouTube.

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And I was just at another event in Cancun.

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I was talking to some people.

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As I look,

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I think the most underutilized thing right now for in e-commerce total is YouTube.

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And I think,

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you know,

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a lot of people,

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the hot thing is TikTok.

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Let's get on TikTok shop.

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Let's get on Instagram.

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Let's get on social media,

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get all these influencers.

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But all it is short-lived.

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All that stuff can make money,

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but it's short-lived.

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But YouTube is long.

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And it stays there forever.

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And what YouTube is doing with Schwartz right now,

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and I'm sure we'll talk about this with our guests,

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I think YouTube is the untapped goldmine right now for e-commerce sellers and in marketing that nobody is using.

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And you and I have talked about this,

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even for this podcast,

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how we're just missing the ball on some of what we're doing on this podcast.

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And we're re-engineering everything on YouTube.

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Do you agree?

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Do you think YouTube is something that people just aren't paying enough attention to?

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So first of all,

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I can just see you.

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sitting beside this lady oh yes I am Kevin King

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I yes yes I am the legendary of Amazon yes and

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I could see you even probably did one of my things yes you can sit down

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I've got a question for you yeah sure go ahead

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200

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000 so yeah yeah but

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I agree

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I agree with you

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So we've talked about this actually for years and years and years,

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probably five,

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six years,

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like way back in the days of Wilford.

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You know,

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Wilford Lightheart,

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we were talking about this.

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And yeah,

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very underutilized.

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So I'm glad we'll be able to talk about that today.

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Yeah.

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Our guest today,

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if you want to go ahead and bring it on,

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Brett Cherrywell.

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Brett's from OMG Commerce.

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And OMG is a man.

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performance marketing company and they they're like specialists and uh and outside traffic and i mean they you do stuff for like native deodorant and a whole bunch of big brands right yeah that's correct so native helped them grow over the course of six years from like 100 million online to

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100 million total and i think last year they did a billion total arctic coolers and tumblers crumble cookie boom beauty a number of others so we love working with great brands and helping them grow so

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let's be,

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cause I know what we do every frigging podcast is we start going down these rabbit holes and we don't even know who the guest is.

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So,

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you know,

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we know you're involved in,

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you're the founder,

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I believe CEO as well.

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CEO.

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Yep.

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You got,

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uh,

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of OMG commerce,

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but let's talk a little bit more about other things that you're doing.

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You have a podcast.

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Yeah.

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And that,

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that is e-commerce evolution,

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right?

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e-commerce evolution yeah man love love to rock the microphone like you guys and and i just recorded a few months ago my 300th episode so i've been at it a while yeah that's great so tell us a little bit more uh about you yourself and then we'll get into this youtube thing yeah

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uh absolutely so i am a marketing junkie started my first ad agency right out of college so i've always been fascinated by human behavior consumer behavior what ads work what ads don't so

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I've dabbled in TV,

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radio,

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direct mail.

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SEO is really how I got my start in online marketing.

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And then once YouTube ads,

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and my favorite was always TV and SEO,

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like in the early days.

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And then when

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YouTube ads came out,

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I was like,

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wait a minute.

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This is like

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TV plus SEO plus search ads.

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Like all my world's coming together.

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So I've always loved marketing.

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Love sports.

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So I'm a basketball coach.

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But the...

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The way people probably remember me is I'm the crazy dude with eight kids.

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So eight,

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count them,

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eight kids from age 22 down to eight.

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Oldest and youngest are boys,

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six girls in between.

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So

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I'm two weddings in,

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about to be three in August.

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And so it's wild times,

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man.

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I'm a fan of scaling businesses,

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and apparently I'm a fan of scaling families.

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Yeah,

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it sounds like that.

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Yeah.

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I think we are officially done.

270
00:09:21.978 --> 00:09:24.800
I have an interesting YouTube story,

271
00:09:25.921 --> 00:09:26.942
which is,

272
00:09:27.502 --> 00:09:29.583
it combines AdSense with YouTube.

273
00:09:30.044 --> 00:09:31.465
So my son,

274
00:09:31.605 --> 00:09:31.945
Quinton,

275
00:09:32.245 --> 00:09:32.566
Kevin,

276
00:09:32.586 --> 00:09:33.326
you know Quinton,

277
00:09:34.407 --> 00:09:41.172
he decided that he was going to get in and start doing these really unique videos when he was in high school.

278
00:09:41.992 --> 00:09:42.953
And they took off.

279
00:09:43.053 --> 00:09:44.595
They caught on like fire.

280
00:09:44.916 --> 00:09:46.798
And he was making some pretty good bucks,

281
00:09:47.178 --> 00:09:47.419
you know,

282
00:09:48.019 --> 00:09:48.840
like pretty good bucks.

283
00:09:48.940 --> 00:09:50.602
I'm talking about a thousand bucks,

284
00:09:50.642 --> 00:09:52.304
twelve hundred bucks a month.

285
00:09:52.525 --> 00:09:54.667
So back then he's doing great.

286
00:09:55.168 --> 00:09:55.969
I'm supporting him.

287
00:09:55.970 --> 00:09:57.050
Go out and make these,

288
00:09:57.051 --> 00:09:57.270
you know,

289
00:09:57.271 --> 00:09:58.512
these these videos.

290
00:09:58.552 --> 00:09:59.633
He's using my account.

291
00:10:01.202 --> 00:10:02.823
I get this email and it says,

292
00:10:04.083 --> 00:10:07.344
you have a lifetime suspension from YouTube.

293
00:10:08.284 --> 00:10:08.724
And it's like,

294
00:10:09.044 --> 00:10:09.304
what?

295
00:10:09.404 --> 00:10:09.885
What did I do?

296
00:10:10.105 --> 00:10:10.285
Like,

297
00:10:10.286 --> 00:10:12.545
this is my company's on there at the time,

298
00:10:12.585 --> 00:10:12.805
right?

299
00:10:12.845 --> 00:10:18.647
And it turns out that he would go into the auditorium during lunch,

300
00:10:18.927 --> 00:10:23.949
ask all of his friends to run all of this traffic over to the YouTube videos.

301
00:10:24.309 --> 00:10:25.109
They caught on.

302
00:10:25.749 --> 00:10:25.989
And

303
00:10:26.529 --> 00:10:28.130
I only recently.

304
00:10:28.718 --> 00:10:49.492
since I started to come back onto Amazon was able to any business I had was all shut down a hundred percent oh personal anything and so it was only when I got back on to uh uh onto Amazon that I they waved it and I could get back onto YouTube blacklisting you I love the creativity from your son that's

305
00:10:49.792 --> 00:10:58.178
that's gorilla marketing right that's like yeah just getting out there hustling making it happen and YouTube's like uh-uh not not gonna not gonna happen here

306
00:10:59.579 --> 00:11:16.353
that's a great story uh what is it that makes you what is it that makes youtube different i'll tell i mean yeah i mean that you said that you you tried all these different modalities of marketing and that's the one that really stood out to you and and drew you in yeah

307
00:11:16.593 --> 00:11:27.602
there's there's a few things about youtube that you need to understand and and there's some similarities it has to other channels and then there's some things that are different so there's really nothing like

308
00:11:28.386 --> 00:11:28.946
YouTube,

309
00:11:28.966 --> 00:11:29.646
I will say though,

310
00:11:29.906 --> 00:11:32.927
part of my ethos has always been like whatever marketing works,

311
00:11:33.047 --> 00:11:43.930
whatever marketing gets customers to come in the door if you're brick and mortar or to click on your listing or maybe not to click but to come back to your listing on Amazon or on your own D2C site and purchase,

312
00:11:44.450 --> 00:11:45.491
that's the marketing I like,

313
00:11:45.591 --> 00:11:45.731
right?

314
00:11:45.751 --> 00:11:49.492
I like the marketing that puts dollars in your pocket.

315
00:11:50.012 --> 00:11:51.852
And so I've always been fascinated by that.

316
00:11:52.933 --> 00:11:55.533
A few things that make YouTube different.

317
00:11:56.414 --> 00:11:57.574
One is just the way

318
00:11:57.774 --> 00:11:59.215
consumers interact with YouTube.

319
00:11:59.735 --> 00:12:00.896
So generally speaking,

320
00:12:01.356 --> 00:12:04.018
people go to YouTube for a specific purpose,

321
00:12:04.459 --> 00:12:05.339
to be entertained,

322
00:12:05.800 --> 00:12:06.740
to learn something.

323
00:12:06.760 --> 00:12:08.882
There's a lot of how-to information on YouTube.

324
00:12:08.883 --> 00:12:10.723
So they're going there for a specific purpose.

325
00:12:11.523 --> 00:12:13.845
And I love that you guys are leaning into YouTube for your podcast.

326
00:12:14.325 --> 00:12:18.969
YouTube is now the number one platform for podcasts.

327
00:12:19.529 --> 00:12:19.889
It's also,

328
00:12:19.949 --> 00:12:20.530
believe it or not,

329
00:12:20.550 --> 00:12:22.731
the number one streaming platform.

330
00:12:22.791 --> 00:12:24.172
So more people stream

331
00:12:24.773 --> 00:12:26.734
YouTube on their connected TVs.

332
00:12:27.366 --> 00:12:31.228
then stream Netflix or Hulu or Disney Plus or any of those.

333
00:12:31.229 --> 00:12:32.208
And it's by a long shot.

334
00:12:32.209 --> 00:12:32.568
It's like 50%

335
00:12:32.849 --> 00:12:34.569
more people stream YouTube than Netflix.

336
00:12:35.150 --> 00:12:37.150
And then YouTube is bigger than like all the others,

337
00:12:37.231 --> 00:12:38.551
almost all the other major ones combined.

338
00:12:38.811 --> 00:12:40.532
And so like 35%

339
00:12:40.872 --> 00:12:43.313
of all YouTube content is consumed on a

340
00:12:44.714 --> 00:12:45.794
65-inch or bigger TV?

341
00:12:46.475 --> 00:12:46.715
Yeah,

342
00:12:47.115 --> 00:12:48.175
I don't know exactly about the

343
00:12:48.716 --> 00:12:49.236
65-inch or bigger,

344
00:12:49.276 --> 00:12:53.038
but I saw a study recently that showed that it's over 50%.

345
00:12:53.118 --> 00:12:53.678
50%.

346
00:12:54.086 --> 00:13:10.320
of all youtube consumption is on a tv screen now so so it wouldn't surprise me at all because i think most people have you know pretty pretty big tvs are getting bigger and bigger um so yeah yeah so you need to think about tv screen when you're building your content whether that's organic content or youtube

347
00:13:10.380 --> 00:13:21.290
ads and so you know makeup i really i always do coming in coming in 4k right yeah yeah and then on a little uh

348
00:13:21.862 --> 00:13:43.336
mobile phone anymore like brett you know he just laid it down for you yeah exactly and so so somebody think about then so they're they're going there for a purpose they're also maybe watching on a tv screen so not as many people click through a youtube ad it's just not a platform where people see an ad and immediately click if you compare youtube to meta even meta

349
00:13:43.396 --> 00:13:47.178
has more than double the click-through rate of youtube on average

350
00:13:47.914 --> 00:13:52.718
And so one of the comparisons I use is that YouTube is more like TV and now people are watching it on TV,

351
00:13:52.938 --> 00:13:53.139
right?

352
00:13:53.179 --> 00:13:56.562
So it's like you can't expect someone to click a TV ad.

353
00:13:56.582 --> 00:13:57.582
We've never really done that,

354
00:13:57.702 --> 00:13:57.943
right?

355
00:13:58.003 --> 00:14:03.788
And so this is more of a view-based platform than it is a click-based platform.

356
00:14:03.789 --> 00:14:05.589
So that's really important to keep in mind.

357
00:14:06.250 --> 00:14:07.911
People spend a lot of time on YouTube.

358
00:14:07.912 --> 00:14:08.912
So the average duration,

359
00:14:08.932 --> 00:14:10.433
and I've seen different studies on this,

360
00:14:10.493 --> 00:14:10.653
but

361
00:14:11.294 --> 00:14:13.756
40 minutes is the average duration on YouTube.

362
00:14:13.757 --> 00:14:14.677
And that kind of makes sense,

363
00:14:14.678 --> 00:14:14.797
right?

364
00:14:14.798 --> 00:14:16.058
If I'm watching on a TV screen.

365
00:14:16.358 --> 00:14:18.039
or if I'm listening to my favorite podcast,

366
00:14:18.300 --> 00:14:19.581
or I'm watching my favorite creator,

367
00:14:20.141 --> 00:14:20.762
time slips away.

368
00:14:20.842 --> 00:14:23.544
So I spend a lot of time on the platform.

369
00:14:23.564 --> 00:14:26.466
And so kind of understanding how people use it,

370
00:14:26.767 --> 00:14:29.989
how they interact with it is incredibly important.

371
00:14:30.229 --> 00:14:38.316
And I think that that click-through piece is super important because people run YouTube and they expect to see the direct conversions they see on meta,

372
00:14:38.436 --> 00:14:39.057
but they won't.

373
00:14:39.497 --> 00:14:44.321
Or they expect to see the direct conversions that they see on sponsored products or something like that.

374
00:14:44.322 --> 00:14:45.262
And they for sure won't,

375
00:14:45.322 --> 00:14:45.602
right?

376
00:14:45.742 --> 00:14:46.923
completely different beast,

377
00:14:47.383 --> 00:14:47.983
different vehicle,

378
00:14:48.063 --> 00:14:48.203
right?

379
00:14:48.223 --> 00:14:49.064
Like this is the Ferrari.

380
00:14:49.065 --> 00:14:49.864
It's not a work truck.

381
00:14:50.865 --> 00:14:51.565
It's a unique thing,

382
00:14:51.686 --> 00:14:51.906
right?

383
00:14:51.926 --> 00:14:59.010
And so understanding the way people interact with it is critical than understanding how do I leverage it to grow my business?

384
00:15:02.305 --> 00:15:02.625
What's up,

385
00:15:02.665 --> 00:15:02.985
everybody?

386
00:15:03.225 --> 00:15:03.886
Your good old buddies,

387
00:15:04.006 --> 00:15:04.966
Norm and Kevin here.

388
00:15:05.426 --> 00:15:08.188
And I've got an Amazon creative team that I want to introduce you to.

389
00:15:09.148 --> 00:15:09.649
That's right,

390
00:15:09.709 --> 00:15:09.989
Kevin.

391
00:15:10.309 --> 00:15:12.130
It's called the House of AMZ.

392
00:15:12.890 --> 00:15:19.194
And it's the leading provider in combining marketing and branding with laser focus on Amazon.

393
00:15:19.654 --> 00:15:19.774
Hey,

394
00:15:19.794 --> 00:15:20.034
Norm,

395
00:15:20.035 --> 00:15:22.236
they do a lot of really cool stuff if you haven't seen what they do,

396
00:15:22.336 --> 00:15:23.736
like full listing graphics,

397
00:15:23.936 --> 00:15:25.297
premium A-plus content,

398
00:15:25.737 --> 00:15:26.838
storefront design,

399
00:15:27.278 --> 00:15:27.859
branding,

400
00:15:27.979 --> 00:15:28.619
photography,

401
00:15:28.899 --> 00:15:29.419
renderings,

402
00:15:29.519 --> 00:15:30.340
packaging design.

403
00:15:30.764 --> 00:15:33.065
and a whole lot of other stuff that Amazon sellers need.

404
00:15:34.005 --> 00:15:34.125
Yeah,

405
00:15:34.126 --> 00:15:34.685
and guess what?

406
00:15:34.745 --> 00:15:38.146
They have nine years active in this space.

407
00:15:38.567 --> 00:15:40.187
So you can skip the guesswork,

408
00:15:40.587 --> 00:15:41.648
trust the experts.

409
00:15:41.828 --> 00:15:42.688
There's no fees.

410
00:15:42.968 --> 00:15:44.008
There's no retainers.

411
00:15:44.228 --> 00:15:45.769
You pay per project.

412
00:15:46.369 --> 00:15:48.610
So if you want to take your product to the next level,

413
00:15:49.010 --> 00:15:50.611
check out House of AMZ.

414
00:15:51.051 --> 00:15:53.331
That's HouseofAMZ.com.

415
00:15:54.112 --> 00:15:54.752
House of AMZ.

416
00:15:59.572 --> 00:16:04.193
I guess one of the things when you're looking at YouTube,

417
00:16:04.313 --> 00:16:07.154
it's different because while you're doing this,

418
00:16:07.454 --> 00:16:08.254
while you're talking,

419
00:16:08.315 --> 00:16:15.617
whether it be a streaming platform or like this is just published approximately two weeks afterwards,

420
00:16:16.197 --> 00:16:17.177
but the comments,

421
00:16:17.797 --> 00:16:18.037
you know,

422
00:16:18.177 --> 00:16:24.359
if you're just not used to going in and commenting or sharing or liking and,

423
00:16:25.019 --> 00:16:25.259
you know,

424
00:16:25.539 --> 00:16:27.540
the importance that all of that takes.

425
00:16:28.548 --> 00:16:30.690
with anything that you publish on YouTube.

426
00:16:30.691 --> 00:16:37.575
So it's actually getting used to playing around with that type of environment.

427
00:16:38.996 --> 00:16:39.116
Yeah,

428
00:16:39.117 --> 00:16:40.737
so you've got a couple different things at play here.

429
00:16:40.857 --> 00:16:42.538
If you're trying to lean into YouTube organics,

430
00:16:42.539 --> 00:16:47.862
so you want your content to either rank in search or to be shared through the YouTube algorithm,

431
00:16:47.882 --> 00:16:50.784
you definitely want engagement in that piece of content.

432
00:16:51.064 --> 00:16:52.765
It's really more watch time than anything else.

433
00:16:52.766 --> 00:16:54.787
That's really what YouTube cares about.

434
00:16:55.027 --> 00:16:56.108
It's more about...

435
00:16:56.648 --> 00:17:15.683
watch time that it is even comments or shares or anything like that you know i know with meta they really pay attention to comments and likes and shares and things like that with youtube they're interested in watch time but what's kind of interesting is if you take youtube and you lean into just an ad play where you've got you know videos you upload to youtube for ads comments

436
00:17:15.684 --> 00:17:22.008
and stuff really don't matter you can even hide them if you want to like if you don't want the riffraff making negative comments on your on your videos

437
00:17:22.660 --> 00:17:23.761
You don't have to display that.

438
00:17:23.781 --> 00:17:25.182
You can just run it as an ad.

439
00:17:25.222 --> 00:17:26.343
So you've got some options there.

440
00:17:27.664 --> 00:17:33.730
We did something the other day that we weren't running ads for my podcast,

441
00:17:33.750 --> 00:17:34.370
Launch With Norm.

442
00:17:34.991 --> 00:17:38.114
And we just started doing $1.

443
00:17:38.774 --> 00:17:39.935
It was $100.

444
00:17:40.496 --> 00:17:41.257
And all of a sudden,

445
00:17:42.237 --> 00:17:49.324
the amount of subscribers that had come in on that one very inexpensive ad was crazy.

446
00:17:50.020 --> 00:17:50.140
So,

447
00:17:50.501 --> 00:17:50.821
you know,

448
00:17:51.441 --> 00:17:52.642
it's something that we've missed out on.

449
00:17:52.742 --> 00:17:53.863
Everything was organic.

450
00:17:54.323 --> 00:17:55.804
So now we've switched over,

451
00:17:55.904 --> 00:17:56.105
Kev.

452
00:17:56.145 --> 00:17:57.326
We're going to be talking about this.

453
00:17:57.746 --> 00:18:00.648
But just taking,

454
00:18:01.549 --> 00:18:10.295
even focusing on the podcasts that have the most engagement and then just throwing some money against it.

455
00:18:10.815 --> 00:18:11.195
And wow,

456
00:18:11.215 --> 00:18:13.857
the watch time went up by double or triple.

457
00:18:14.618 --> 00:18:16.159
And we got,

458
00:18:16.960 --> 00:18:17.400
I think.

459
00:18:17.868 --> 00:18:19.368
200 or 300%

460
00:18:19.408 --> 00:18:22.149
more subscribers over that two week period of time.

461
00:18:22.629 --> 00:18:23.029
It's great.

462
00:18:23.030 --> 00:18:23.510
And you spent,

463
00:18:23.550 --> 00:18:24.350
you said a hundred bucks.

464
00:18:24.351 --> 00:18:25.090
A hundred bucks.

465
00:18:25.130 --> 00:18:25.510
It's crazy.

466
00:18:25.890 --> 00:18:26.070
Yeah.

467
00:18:26.110 --> 00:18:26.430
Were those,

468
00:18:26.431 --> 00:18:27.651
were those going to view based campaigns?

469
00:18:27.652 --> 00:18:31.772
So you were taking like your full podcast and running that as an ad for views?

470
00:18:32.192 --> 00:18:32.312
Yeah.

471
00:18:32.432 --> 00:18:32.892
So we,

472
00:18:33.092 --> 00:18:34.633
we took the full podcast,

473
00:18:34.713 --> 00:18:37.694
but we were only starting to experiment because what we,

474
00:18:38.154 --> 00:18:40.794
we also have the five minute videos that usually,

475
00:18:41.134 --> 00:18:41.375
you know,

476
00:18:41.376 --> 00:18:41.815
the shorts,

477
00:18:41.816 --> 00:18:42.255
they'll get,

478
00:18:42.575 --> 00:18:42.855
um,

479
00:18:43.455 --> 00:18:43.995
uh,

480
00:18:43.996 --> 00:18:46.276
a lot more views than the long form.

481
00:18:46.316 --> 00:18:46.476
Right.

482
00:18:46.912 --> 00:18:47.432
podcast.

483
00:18:47.753 --> 00:18:50.395
So what we're doing right now,

484
00:18:50.515 --> 00:18:51.375
like as of today,

485
00:18:51.836 --> 00:18:56.599
we're just playing around with the short form and seeing what happens with those that,

486
00:18:56.979 --> 00:18:58.460
and the only ones that we're worried,

487
00:18:58.480 --> 00:19:01.523
like if we get nothing on three or four or five of them,

488
00:19:01.983 --> 00:19:03.724
that sixth one that gets the engagement,

489
00:19:03.924 --> 00:19:05.806
that's the only thing we're throwing money against.

490
00:19:07.007 --> 00:19:07.587
Really smart.

491
00:19:07.767 --> 00:19:08.107
So yeah,

492
00:19:08.247 --> 00:19:11.730
seeing what organic pieces of content get a little bit of traction,

493
00:19:12.270 --> 00:19:14.212
putting money behind that for views.

494
00:19:14.860 --> 00:19:16.101
It's just going to expand your audience.

495
00:19:16.261 --> 00:19:18.003
And one thing for people to keep in mind,

496
00:19:18.583 --> 00:19:18.963
and Kevin,

497
00:19:18.983 --> 00:19:20.585
I love the way you teed this up in the intro.

498
00:19:21.385 --> 00:19:24.848
YouTube is one of the most underleveraged,

499
00:19:25.288 --> 00:19:26.149
untapped,

500
00:19:26.809 --> 00:19:29.211
goldmine type places on the web.

501
00:19:29.872 --> 00:19:32.274
The user base is massive,

502
00:19:33.815 --> 00:19:34.635
from 92%

503
00:19:35.016 --> 00:19:40.180
down to 80 some percent of all US consumers are on YouTube and the numbers are huge.

504
00:19:40.852 --> 00:19:42.173
Number two search engine in the world.

505
00:19:42.174 --> 00:19:43.533
Number two search engine as well.

506
00:19:43.593 --> 00:19:43.713
Yeah,

507
00:19:43.733 --> 00:19:45.234
so people are there just to consume content,

508
00:19:45.235 --> 00:19:51.256
but more people conduct searches on YouTube than any other platform not named Google.

509
00:19:51.276 --> 00:19:53.997
And so there's just so much interaction on the platform,

510
00:19:54.497 --> 00:19:59.499
but there's so many fewer advertisers that lean into YouTube than even Meta.

511
00:20:00.059 --> 00:20:01.560
There's just a ton of opportunity there.

512
00:20:02.130 --> 00:20:04.631
But like Norm was saying on this experiment he's doing,

513
00:20:06.673 --> 00:20:07.453
correct me if I'm wrong,

514
00:20:07.454 --> 00:20:09.934
but subscribers really don't matter on YouTube.

515
00:20:09.954 --> 00:20:11.115
I mean,

516
00:20:11.116 --> 00:20:14.057
it matters to get to that thousand so that you can monetize.

517
00:20:14.058 --> 00:20:15.317
And there's some baselines.

518
00:20:15.318 --> 00:20:17.999
And it's kind of like open rates in email.

519
00:20:18.000 --> 00:20:18.739
It's a vanity number.

520
00:20:19.360 --> 00:20:23.102
Because I see people that are all focused on subscribers.

521
00:20:23.122 --> 00:20:23.702
And to me,

522
00:20:23.922 --> 00:20:27.164
I don't think subscribers matter that much as much as the engagement matters.

523
00:20:27.204 --> 00:20:29.405
Because YouTube doesn't care how many subscribers you have.

524
00:20:29.406 --> 00:20:29.726
They care,

525
00:20:29.766 --> 00:20:30.326
like you said.

526
00:20:30.942 --> 00:20:47.793
how much engage not engagement by commenting like on youtube but how much watch time and then they show them more and more and more of that so you your goal should not really in my opinion and from what i've been been reading and learning is that you shouldn't really be focusing on subscribers until

527
00:20:48.194 --> 00:21:00.162
you maybe until you hit that thousand so you can monetize but after that focus on engagement first uh and that's what's going to grow you not the subscriber cut because i see channels great videos and um it it

528
00:21:01.223 --> 00:21:02.884
One of the beauties of YouTube is,

529
00:21:02.924 --> 00:21:04.825
I think Gary Vaynerchuk talks about this too,

530
00:21:04.905 --> 00:21:06.947
is you're on a level playing ground.

531
00:21:07.607 --> 00:21:08.348
In some places,

532
00:21:08.428 --> 00:21:09.208
on Amazon,

533
00:21:09.308 --> 00:21:10.189
there's review moats.

534
00:21:10.269 --> 00:21:11.970
If you got 13,000 reviews,

535
00:21:11.971 --> 00:21:14.272
you have a moat around you and someone else can be hard to compete.

536
00:21:14.812 --> 00:21:15.373
On YouTube,

537
00:21:15.374 --> 00:21:17.174
if you've got good engagement and you only got

538
00:21:17.634 --> 00:21:19.495
1,100 subscribers,

539
00:21:19.515 --> 00:21:21.777
you can compete with someone that's got 10 million subscribers.

540
00:21:23.258 --> 00:21:25.660
Am I wrong on this or is that the…

541
00:21:26.340 --> 00:21:27.141
You are 100%

542
00:21:27.161 --> 00:21:28.782
correct in that the metric.

543
00:21:28.942 --> 00:21:44.071
the metric to rule them all that youtube really cares about is watch time they've just understood that that that's how they grow consumption and time on platform and that's what shows that a user is is really interested in content is it's it's watch time and so i

544
00:21:44.072 --> 00:21:56.938
wouldn't say the subscribers don't matter because yeah to your point you want to get over kind of that thousand threshold and maybe if you get someone to subscribe they're more likely to come back and we're likely to check you out but it is definitely more of a vanity metric than anything else and

545
00:21:57.358 --> 00:22:03.563
So what you've got to be obsessively focused on if you're creating organic content on YouTube is how do I increase my watch time?

546
00:22:03.883 --> 00:22:06.865
So how do I have that percentage or minutes?

547
00:22:06.905 --> 00:22:11.388
Like there's an argument like this podcast will probably go for an hour here.

548
00:22:12.069 --> 00:22:12.609
And some people,

549
00:22:12.649 --> 00:22:12.909
you know,

550
00:22:13.270 --> 00:22:14.370
one of the other podcasts I do,

551
00:22:14.450 --> 00:22:15.431
I do for another company.

552
00:22:16.172 --> 00:22:16.572
And they're like,

553
00:22:16.592 --> 00:22:16.832
Kevin,

554
00:22:16.872 --> 00:22:17.212
cut this.

555
00:22:17.272 --> 00:22:18.313
Nobody listens to an hour.

556
00:22:18.994 --> 00:22:19.654
You need to cut this.

557
00:22:19.814 --> 00:22:20.595
You're talking too much.

558
00:22:20.775 --> 00:22:21.115
You know,

559
00:22:21.595 --> 00:22:22.196
it's too much.

560
00:22:22.197 --> 00:22:23.457
You need to make it 40 minutes.

561
00:22:24.197 --> 00:22:24.798
So it's.

562
00:22:25.266 --> 00:22:28.769
Is that watch time metric a percentage of how much of the hour they watch?

563
00:22:28.770 --> 00:22:32.572
Or if I cut it to 40 minutes and they watch the whole 40 versus they watch 40 of my 60,

564
00:22:32.652 --> 00:22:33.533
which of those is better?

565
00:22:34.254 --> 00:22:34.494
Yeah,

566
00:22:34.814 --> 00:22:35.795
it's a really great question.

567
00:22:36.015 --> 00:22:41.800
And I will preface this by saying I spend most of my time on the YouTube ads side of things.

568
00:22:41.801 --> 00:22:42.921
So paid traffic.

569
00:22:43.201 --> 00:22:45.103
So the sponsored ads are doing like what you did,

570
00:22:45.723 --> 00:22:45.983
Norm,

571
00:22:45.984 --> 00:22:47.565
to try to drive viewers through ads.

572
00:22:47.566 --> 00:22:48.605
That's where I spend most of my time.

573
00:22:49.426 --> 00:22:51.488
But my understanding is on the organic side,

574
00:22:51.888 --> 00:22:53.810
it is more about the watch.

575
00:22:54.278 --> 00:22:54.818
time.

576
00:22:55.379 --> 00:22:56.659
But if it's a short video,

577
00:22:57.259 --> 00:22:59.320
then someone watching the whole thing is great,

578
00:22:59.480 --> 00:22:59.680
right?

579
00:23:00.241 --> 00:23:03.142
But it's not just purely a percentage play.

580
00:23:03.222 --> 00:23:06.523
So if someone is watching several minutes of a long video,

581
00:23:07.163 --> 00:23:08.224
YouTube thinks that's great,

582
00:23:08.464 --> 00:23:08.664
right?

583
00:23:08.704 --> 00:23:10.005
YouTube views that as great.

584
00:23:10.065 --> 00:23:14.406
I don't know exactly the cutoffs of percentages or times,

585
00:23:14.466 --> 00:23:16.627
but yeah,

586
00:23:16.647 --> 00:23:18.368
Google's not penalizing you,

587
00:23:18.369 --> 00:23:19.048
I don't believe,

588
00:23:19.208 --> 00:23:22.650
if you post an hour-long video and the average watch time is...

589
00:23:23.006 --> 00:23:24.007
30 minutes or something like that,

590
00:23:24.008 --> 00:23:25.247
that's still really great.

591
00:23:25.668 --> 00:23:25.928
You know,

592
00:23:25.929 --> 00:23:32.291
one of the things that we've learned with the Lunch with Norm podcast is that we hired a consultant.

593
00:23:32.292 --> 00:23:32.551
We say,

594
00:23:32.552 --> 00:23:32.771
you know,

595
00:23:32.791 --> 00:23:33.472
what's going on?

596
00:23:34.072 --> 00:23:35.393
What's happening with the algorithm?

597
00:23:35.793 --> 00:23:36.654
The watch time,

598
00:23:37.134 --> 00:23:37.294
which

599
00:23:37.794 --> 00:23:39.575
I can say is constantly improving.

600
00:23:40.936 --> 00:23:41.736
If there is a dip,

601
00:23:42.057 --> 00:23:42.277
you know,

602
00:23:42.278 --> 00:23:43.417
we try to figure that out.

603
00:23:44.018 --> 00:23:51.542
But the hardest thing to market on YouTube is a long form podcast.

604
00:23:52.626 --> 00:23:55.928
And I think it's because people listen to eight minutes and they cut out.

605
00:23:56.528 --> 00:24:00.670
And so we address that with this consultant and he came back and he said,

606
00:24:00.890 --> 00:24:01.470
number one,

607
00:24:01.850 --> 00:24:04.471
forget like let's forget thumbnail and let's forget title.

608
00:24:04.491 --> 00:24:05.111
It's important,

609
00:24:05.692 --> 00:24:07.532
but it's addressing that topic.

610
00:24:08.373 --> 00:24:09.833
The first 30 seconds,

611
00:24:09.933 --> 00:24:12.314
like the second that somebody comes on,

612
00:24:12.315 --> 00:24:12.955
you address it.

613
00:24:13.575 --> 00:24:17.216
But the one thing that made a huge difference is what,

614
00:24:17.476 --> 00:24:19.617
when are they people starting to cut off?

615
00:24:20.698 --> 00:24:21.138
And then.

616
00:24:21.774 --> 00:24:22.775
After your interview,

617
00:24:22.776 --> 00:24:23.655
because ours is live,

618
00:24:23.936 --> 00:24:25.857
and then we put out an edited version,

619
00:24:26.317 --> 00:24:26.677
he says,

620
00:24:26.817 --> 00:24:35.243
take that moment where you start to see the fall off and bring in another hook at what the person's saying.

621
00:24:35.683 --> 00:24:36.504
And he says,

622
00:24:36.604 --> 00:24:38.285
if it goes another 12 minutes,

623
00:24:38.645 --> 00:24:40.146
then bring in another hook.

624
00:24:40.206 --> 00:24:41.647
So every time we do it,

625
00:24:42.207 --> 00:24:46.050
we have to do secondary hooks for everything.

626
00:24:46.754 --> 00:25:06.920
uh knowing what the guy's going to be talking about and then we make short clips out of that as well but that's probably been one of the biggest things that we've learned uh you say the dancing girls are coming don't go anywhere we get the dancing girls coming no it's usually you kevin in a thong that comes out like that south park yeah it's safe because i can't believe it

627
00:25:06.921 --> 00:25:14.162
like wait a minute is this really gonna happen yeah i mean one thing to keep in mind is you know people will consume

628
00:25:14.942 --> 00:25:30.269
hour long hour and a half long two or three hour long videos look at like the all-in podcast which is one of my favorites look at Joe Rogan Joe Rogan exactly somebody's showing it's just people talking on it's just like what we're doing right here but

629
00:25:30.469 --> 00:25:40.114
the the you know what they've really nailed is they just keep people's attention like it's just good radio it's good like you were on the edge of your seat the whole time it's interesting they're good transitions all that stuff so

630
00:25:40.826 --> 00:25:41.126
So yeah,

631
00:25:41.246 --> 00:25:42.027
I would agree with that.

632
00:25:42.387 --> 00:25:45.189
Thumbnail is important and image and some of those things,

633
00:25:45.249 --> 00:25:51.953
but really getting someone hooked and then not losing them throughout the process is really the key.

634
00:25:51.954 --> 00:25:53.615
And the other thing too,

635
00:25:55.076 --> 00:25:55.216
and

636
00:25:55.596 --> 00:25:58.578
I think this even was bigger than keeping them,

637
00:25:59.699 --> 00:26:02.581
I guess is conflicting with what you said with watch time,

638
00:26:03.181 --> 00:26:05.563
but it's getting the watch a second video.

639
00:26:06.783 --> 00:26:10.106
So that's one of the things that we're trying to.

640
00:26:11.202 --> 00:26:11.342
Hey,

641
00:26:11.402 --> 00:26:12.763
if you like this podcast,

642
00:26:12.823 --> 00:26:16.625
make sure you check out one of these podcasts or shorts.

643
00:26:16.805 --> 00:26:18.225
And as long as we can do that,

644
00:26:19.406 --> 00:26:21.687
and we're just in the middle of this battle,

645
00:26:21.967 --> 00:26:23.888
so working with this guy.

646
00:26:24.468 --> 00:26:24.588
So

647
00:26:24.929 --> 00:26:25.689
I'm trying it.

648
00:26:26.029 --> 00:26:27.590
I'm not sure how that's going to work,

649
00:26:27.690 --> 00:26:33.132
but he was saying that if you can get somebody to stay on and watch a second or third video,

650
00:26:33.693 --> 00:26:34.673
that's better for you.

651
00:26:35.614 --> 00:26:36.274
Super interesting.

652
00:26:36.922 --> 00:26:37.042
Yeah,

653
00:26:37.043 --> 00:26:38.042
I've heard that too.

654
00:26:38.102 --> 00:26:38.783
Marley Jacks,

655
00:26:38.843 --> 00:26:39.163
I think,

656
00:26:39.203 --> 00:26:40.283
remember I talked to her at

657
00:26:40.663 --> 00:26:41.804
Funnel Hacking Live at Norm,

658
00:26:41.824 --> 00:26:46.765
and that's one of the things she was saying is to get them to recommend other videos within your channel.

659
00:26:46.766 --> 00:26:49.126
The more you can get them to recommend other videos in your channel,

660
00:26:49.127 --> 00:26:50.226
the more your channel will grow,

661
00:26:50.866 --> 00:26:54.387
and the more the algorithm will start showing you to more and more people like that.

662
00:26:56.748 --> 00:26:57.688
There's something to that,

663
00:26:58.669 --> 00:26:59.029
for sure.

664
00:27:00.129 --> 00:27:02.210
So you're saying that I might have a good idea,

665
00:27:02.290 --> 00:27:02.490
Kev?

666
00:27:03.882 --> 00:27:05.103
It's number three for the year.

667
00:27:05.203 --> 00:27:07.966
So you're better than last year.

668
00:27:07.967 --> 00:27:08.786
I'm giving you credit,

669
00:27:08.826 --> 00:27:09.567
but not too much.

670
00:27:09.568 --> 00:27:11.528
I remember to get to three.

671
00:27:11.588 --> 00:27:13.790
So you're really good.

672
00:27:14.310 --> 00:27:14.430
So,

673
00:27:14.510 --> 00:27:14.691
Brett,

674
00:27:14.751 --> 00:27:15.511
speaking of ads,

675
00:27:16.712 --> 00:27:18.634
didn't YouTube change the way it used to be?

676
00:27:18.874 --> 00:27:19.834
I forget the exact number.

677
00:27:19.835 --> 00:27:22.697
It was the first 25 seconds you could watch.

678
00:27:23.337 --> 00:27:24.118
You could run an ad,

679
00:27:24.138 --> 00:27:25.238
and if they clicked off of it,

680
00:27:25.379 --> 00:27:27.680
you didn't pay for it or something like that.

681
00:27:27.720 --> 00:27:29.742
Then they made a switch to it.

682
00:27:30.290 --> 00:27:30.430
And,

683
00:27:30.450 --> 00:27:30.830
um,

684
00:27:30.910 --> 00:27:31.391
or something,

685
00:27:31.951 --> 00:27:35.013
is there something that still exists that little loophole or that little thing or that,

686
00:27:35.193 --> 00:27:35.733
that YouTube?

687
00:27:35.834 --> 00:27:36.094
Yeah.

688
00:27:36.374 --> 00:27:36.534
Yeah.

689
00:27:36.594 --> 00:27:36.874
So that,

690
00:27:36.934 --> 00:27:37.415
that's still,

691
00:27:37.495 --> 00:27:38.735
that's still part of the platform.

692
00:27:38.795 --> 00:27:40.356
So a couple of interesting things.

693
00:27:41.017 --> 00:27:41.177
One,

694
00:27:41.457 --> 00:27:44.539
I love that we started this discussion by talking organic YouTube.

695
00:27:44.919 --> 00:27:46.600
I think that's a long-term play.

696
00:27:47.040 --> 00:27:49.562
I think there's much value in building that organic audience.

697
00:27:49.563 --> 00:27:52.284
You can also leverage that audience with ads later.

698
00:27:52.724 --> 00:27:55.406
So I think if you've got the capacity and the desire to do that,

699
00:27:55.526 --> 00:27:55.806
do it.

700
00:27:56.362 --> 00:28:01.567
What's beautiful about ads is we can go from zero to really scaling quickly if we do a lot of things right.

701
00:28:01.707 --> 00:28:03.588
And so to answer your question specifically,

702
00:28:03.628 --> 00:28:03.969
Kevin,

703
00:28:04.950 --> 00:28:06.491
the kind of the rule of thumb there,

704
00:28:07.252 --> 00:28:07.732
the new,

705
00:28:08.172 --> 00:28:09.854
when I first started getting excited about YouTube,

706
00:28:10.234 --> 00:28:12.156
it's when they introduced TrueView ads.

707
00:28:12.256 --> 00:28:13.517
And so TrueView ads,

708
00:28:14.058 --> 00:28:17.220
that's when you only pay if someone actually views the ad.

709
00:28:17.721 --> 00:28:18.221
And so the way

710
00:28:18.742 --> 00:28:23.226
Google looks at that is either 30 seconds of the video.

711
00:28:24.026 --> 00:28:26.508
or the whole video if it's less than 30 seconds,

712
00:28:27.208 --> 00:28:28.169
that's what they count as a view.

713
00:28:28.569 --> 00:28:31.311
And that's important because if you look at other platforms like Meta as an example,

714
00:28:31.351 --> 00:28:33.873
it's often like three seconds is what they count as a view.

715
00:28:34.454 --> 00:28:35.214
Whereas on YouTube,

716
00:28:35.234 --> 00:28:36.735
it's a view if they're spending

717
00:28:37.256 --> 00:28:41.919
30 seconds or more if it's a long video or the whole video if it's shorter than that.

718
00:28:42.099 --> 00:28:43.360
There are a couple of exceptions.

719
00:28:43.540 --> 00:28:45.502
So let's say I'm running,

720
00:28:45.962 --> 00:28:47.283
if I'm running a view-based campaign,

721
00:28:47.443 --> 00:28:47.984
that holds true.

722
00:28:48.504 --> 00:28:50.746
If I'm running a conversion-focused campaign,

723
00:28:50.766 --> 00:28:51.166
so I'm running...

724
00:28:51.542 --> 00:29:10.853
demand gen or something like that where i'm saying to google hey get me people who will click and sign up for this webinar or click and buy my product or click and get a coupon something like that and and i want to get my cpa my cost per acquisition to fifty dollars or hundred dollars or whatever the case may be um

725
00:29:10.913 --> 00:29:18.138
if you run those conversion focus campaigns if someone clicks on the ad before you know at any point in time that counts as a view

726
00:29:19.278 --> 00:29:22.921
Or if they leave within 10 seconds,

727
00:29:22.961 --> 00:29:24.242
but then they do convert,

728
00:29:24.362 --> 00:29:25.443
Google will count that as well.

729
00:29:26.083 --> 00:29:29.886
So they'll kind of track it a few different ways,

730
00:29:29.906 --> 00:29:31.167
a click or a view,

731
00:29:31.908 --> 00:29:35.290
or if they convert after watching at least 10 seconds,

732
00:29:35.291 --> 00:29:36.691
and that also counts as well.

733
00:29:37.031 --> 00:29:38.632
But if they skip and they don't click,

734
00:29:38.633 --> 00:29:39.293
they don't convert,

735
00:29:39.713 --> 00:29:40.394
and it's under

736
00:29:40.734 --> 00:29:43.016
30 seconds or shorter than the whole video,

737
00:29:43.017 --> 00:29:43.736
if it's shorter than that,

738
00:29:44.176 --> 00:29:44.977
then that does not count.

739
00:29:48.021 --> 00:29:48.141
Hey,

740
00:29:48.161 --> 00:29:48.801
what's up everybody?

741
00:29:48.921 --> 00:29:51.523
Kevin and Norm here with a quick word from one of our sponsors,

742
00:29:52.083 --> 00:29:52.363
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743
00:29:52.803 --> 00:29:56.005
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744
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745
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746
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747
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748
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749
00:30:04.088 --> 00:30:09.931
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750
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751
00:30:12.616 --> 00:30:16.839
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752
00:30:17.339 --> 00:30:17.600
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753
00:30:17.601 --> 00:30:21.702
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754
00:30:22.903 --> 00:30:25.545
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755
00:30:25.985 --> 00:30:26.906
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756
00:30:27.146 --> 00:30:28.687
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757
00:30:29.708 --> 00:30:30.709
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758
00:30:30.869 --> 00:30:32.310
that's 8Fig.co,

759
00:30:32.810 --> 00:30:35.332
to learn more or check the link in the show notes below.

760
00:30:36.533 --> 00:30:37.213
Just mention

761
00:30:37.674 --> 00:30:40.115
Marketing Misfits and get 25%

762
00:30:40.696 --> 00:30:40.916
off.

763
00:30:41.336 --> 00:30:42.137
Your cost.

764
00:30:42.177 --> 00:30:43.317
That's

765
00:30:43.677 --> 00:30:44.418
8fig.co,

766
00:30:44.858 --> 00:30:45.778
8fig.co.

767
00:30:46.939 --> 00:30:48.380
See you on the other side.

768
00:30:53.383 --> 00:30:55.023
So if I want to monetize my video,

769
00:30:55.163 --> 00:30:55.844
our podcast,

770
00:30:55.864 --> 00:30:56.064
I mean,

771
00:30:56.065 --> 00:30:57.345
we have sponsors that we come in,

772
00:30:57.385 --> 00:31:00.186
but as a creator on the ad side,

773
00:31:00.286 --> 00:31:02.507
we'll talk about the other side in a second.

774
00:31:02.508 --> 00:31:03.348
But as a creator,

775
00:31:03.828 --> 00:31:05.889
you can put little markers in your YouTube video.

776
00:31:06.550 --> 00:31:07.250
You can actually say,

777
00:31:07.290 --> 00:31:07.830
I want to run,

778
00:31:08.831 --> 00:31:10.872
there's a term for it in YouTube land of.

779
00:31:11.452 --> 00:31:34.129
some sort of little like markers where you can actually either add spots and either if you don't fill them it just continues going if you fill them it does an interruption or something uh and is there a certain science to that or certain numbers you'd have or how often you paste those or anything yeah that's a great question that's something that i don't have a ton of experience with so i can't i can't really give give any insights on on on that one i i know a

780
00:31:34.149 --> 00:31:37.532
number of creators who will do live reads you know within their

781
00:31:38.204 --> 00:31:42.027
YouTube episodes and that's been a really successful form of advertising.

782
00:31:42.028 --> 00:31:42.468
So in fact,

783
00:31:42.488 --> 00:31:44.029
I did a podcast.

784
00:31:44.030 --> 00:31:45.890
Do you guys know The Ridge or Ridge Wallets?

785
00:31:46.751 --> 00:31:46.871
Oh,

786
00:31:46.872 --> 00:31:47.131
yeah.

787
00:31:47.432 --> 00:31:50.574
I did a podcast with Sean Frank,

788
00:31:51.335 --> 00:31:52.215
CEO of Ridge Wallets.

789
00:31:52.216 --> 00:31:55.118
This was episode 138 of my podcast.

790
00:31:55.158 --> 00:31:58.340
And he talked about how in the early years of scale for

791
00:31:59.081 --> 00:31:59.661
Ridge Wallets,

792
00:31:59.841 --> 00:32:03.605
what they did is they just reached out to creators on YouTube.

793
00:32:03.606 --> 00:32:07.608
So top Fortnite creators or outdoor gear creators or whatever.

794
00:32:07.648 --> 00:32:07.768
Yeah.

795
00:32:08.108 --> 00:32:08.789
And they basically just said,

796
00:32:08.829 --> 00:32:09.029
hey,

797
00:32:09.289 --> 00:32:12.572
create a live read within your video about Ridge Wallets.

798
00:32:12.592 --> 00:32:14.094
We'll either pay you a flat fee or a commission.

799
00:32:14.095 --> 00:32:15.675
They kind of did a variety of things.

800
00:32:16.416 --> 00:32:17.116
And to your point,

801
00:32:17.136 --> 00:32:18.297
you made it during the intro,

802
00:32:18.398 --> 00:32:18.738
Kevin.

803
00:32:19.198 --> 00:32:22.321
The cool thing about those videos is some of them get better over time.

804
00:32:22.622 --> 00:32:25.104
So they may be getting more views a year from now than they are today.

805
00:32:25.644 --> 00:32:27.246
And then they just keep going and going and going.

806
00:32:27.306 --> 00:32:30.148
Whereas like TikTok or Instagram can be wildly viral,

807
00:32:30.209 --> 00:32:32.531
but it's usually just a few days or a week or something.

808
00:32:32.751 --> 00:32:33.432
And then they die.

809
00:32:34.120 --> 00:32:35.581
So you've got that opportunity,

810
00:32:35.641 --> 00:32:37.443
which people can lean into on YouTube,

811
00:32:37.444 --> 00:32:39.124
which is somewhat untapped.

812
00:32:39.125 --> 00:32:40.024
So if you're a creator,

813
00:32:40.685 --> 00:32:42.106
I would look at those opportunities.

814
00:32:42.107 --> 00:32:46.249
And there are big brands that will get involved with you in that regard.

815
00:32:46.729 --> 00:32:49.151
But in terms of creating the markers for where ads pop up,

816
00:32:49.171 --> 00:32:51.093
I don't have really any data on that.

817
00:32:52.153 --> 00:32:57.777
So are you using like BidIQ to actually target other people?

818
00:32:57.797 --> 00:33:00.880
Or what are you using to actually for your clients to go in and actually...

819
00:33:01.416 --> 00:33:17.287
how are you doing the targeting like where do you want to show up on other youtube ads for your clients like made it like native that's a that's a that's a deodorant uh and so how are you where are you going to actually reach the audience that's going to buy native is this uh

820
00:33:17.327 --> 00:33:30.296
tree huggers uh or i mean what that are watching you know some um video about uh camping in the woods and that's the kind of thing they would want or what what how do you find your audiences uh

821
00:33:31.737 --> 00:33:33.337
your avatars that you want to advertise to?

822
00:33:33.937 --> 00:33:34.658
It's a great question.

823
00:33:34.698 --> 00:33:38.199
And so that's another area that's a little bit different on YouTube than it is on the platforms,

824
00:33:38.200 --> 00:33:42.321
the ability to target exactly who you want to reach on YouTube.

825
00:33:42.881 --> 00:33:50.065
But I also recommend kind of giving the algorithm freedom to explore and to expand beyond what you think is your ideal audience.

826
00:33:50.625 --> 00:33:52.966
And so whether we're running a campaign for native,

827
00:33:52.986 --> 00:33:53.326
which again,

828
00:33:53.327 --> 00:33:57.788
we saw them grow from a hundred million to a billion in sales or Arctic.

829
00:33:57.968 --> 00:33:58.569
coolers.

830
00:33:58.570 --> 00:34:05.876
We saw that we did a big campaign for them that the YouTube turned into a case study where we drove traffic to Walmart stores.

831
00:34:05.877 --> 00:34:07.137
So they're in Walmart's nationwide.

832
00:34:07.138 --> 00:34:09.880
They wanted to see if they could lift in-store sales with YouTube.

833
00:34:09.920 --> 00:34:10.460
We did.

834
00:34:11.341 --> 00:34:12.002
Pretty remarkable.

835
00:34:12.003 --> 00:34:12.963
It was like from 12%

836
00:34:13.363 --> 00:34:15.005
measurable lift to 48%

837
00:34:15.006 --> 00:34:15.485
measurable lift,

838
00:34:15.505 --> 00:34:17.187
kind of depending on the market we were looking at,

839
00:34:18.128 --> 00:34:18.988
but pretty phenomenal.

840
00:34:19.109 --> 00:34:22.552
And so it kind of starts in a couple of ways.

841
00:34:23.052 --> 00:34:25.113
You can do interest-based targeting.

842
00:34:25.133 --> 00:34:26.533
You can do behavioral targeting.

843
00:34:26.573 --> 00:34:27.413
So as an example,

844
00:34:27.953 --> 00:34:28.914
on the behavioral side,

845
00:34:28.954 --> 00:34:30.334
there are in-market audiences.

846
00:34:30.594 --> 00:34:30.714
So

847
00:34:31.414 --> 00:34:37.676
I believe nobody knows more about what you're about to buy or what you have bought than Google or Amazon.

848
00:34:38.036 --> 00:34:40.737
Google and Amazon know your entire purchase history.

849
00:34:40.757 --> 00:34:42.017
They know what you're shopping for right now.

850
00:34:42.589 --> 00:34:43.830
So these in-market audiences,

851
00:34:43.870 --> 00:34:47.772
there's some off-the-shelf audiences where you can just select these as you're building your campaign.

852
00:34:48.312 --> 00:34:50.053
And they can be broad like travel.

853
00:34:50.173 --> 00:34:51.434
I'm in the market for travel,

854
00:34:51.454 --> 00:34:51.874
or it could be

855
00:34:52.474 --> 00:34:54.635
I'm in the market for a luxury cruise,

856
00:34:55.016 --> 00:34:57.777
or I'm in the market for a luxury European cruise or something like that.

857
00:34:58.418 --> 00:35:00.399
And so you can be pretty specific on those in-market audiences.

858
00:35:00.419 --> 00:35:05.501
And basically what Google's doing there is they're looking at like a two-week window of what is

859
00:35:06.122 --> 00:35:10.044
Kevin searching for online and what in-market audience am I going to put him in?

860
00:35:10.384 --> 00:35:10.864
So is it like,

861
00:35:11.124 --> 00:35:11.985
is it a humidor?

862
00:35:12.385 --> 00:35:16.767
Is it best jacket for smoking so that I look really cool when my buddy Norm is there with me?

863
00:35:16.768 --> 00:35:16.947
Actually,

864
00:35:16.948 --> 00:35:18.929
I don't think they have tobacco-based audiences.

865
00:35:18.949 --> 00:35:19.369
But anyway,

866
00:35:20.389 --> 00:35:21.890
just leaning into what you guys were talking about before.

867
00:35:22.230 --> 00:35:28.934
But you can lean into these or you can select these in-market audiences based on someone's Google behavior or based on their online behavior.

868
00:35:29.494 --> 00:35:30.595
What I love the most,

869
00:35:30.615 --> 00:35:30.775
though,

870
00:35:30.935 --> 00:35:35.858
the audiences that we lean into first are what are called custom segments.

871
00:35:36.178 --> 00:35:39.119
And this is where you can get creative and you can tell Google,

872
00:35:39.279 --> 00:35:39.440
hey,

873
00:35:39.660 --> 00:35:41.941
I want to build an audience of people.

874
00:35:42.521 --> 00:35:47.505
who've searched for these keywords on Google and or on YouTube.

875
00:35:48.026 --> 00:35:49.647
Build me an audience of those people,

876
00:35:49.967 --> 00:35:50.167
right?

877
00:35:50.307 --> 00:35:52.349
So on the native side of things,

878
00:35:52.449 --> 00:35:53.590
we'd build an audience that's,

879
00:35:53.790 --> 00:35:53.910
hey,

880
00:35:53.990 --> 00:35:59.434
people looking for aluminum-free deodorant or natural deodorant or vegan deodorant.

881
00:35:59.614 --> 00:36:01.456
There's some things that they don't necessarily qualify for,

882
00:36:01.856 --> 00:36:03.217
but that would still be the right category.

883
00:36:03.757 --> 00:36:04.878
Or if it's Arctic coolers,

884
00:36:04.938 --> 00:36:08.081
maybe I'm just looking for people that are like best cooler for...

885
00:36:08.637 --> 00:36:26.002
pulling behind my four-wheeler or best cooler for cold temperatures or whatever so i could build this massive list of keywords and basically then google is going to create a custom audience for me this audience of people that have searched for those things on on google or on youtube and now i can show them my youtube ad starting

886
00:36:26.042 --> 00:36:37.125
here can you do it with websites too like websites this is a certain website they you know if i'm targeting uh i don't know amazon sellers and they visited sellercentral.amazon.com

887
00:36:37.809 --> 00:36:41.432
And can you build an audience based around websites visits?

888
00:36:42.073 --> 00:36:42.253
Yeah,

889
00:36:42.254 --> 00:36:42.673
it's another,

890
00:36:42.733 --> 00:36:44.855
that's another great custom segment where you can give Google,

891
00:36:44.935 --> 00:36:45.095
yeah.

892
00:36:45.096 --> 00:36:45.215
The,

893
00:36:45.335 --> 00:36:45.455
the,

894
00:36:45.555 --> 00:36:46.336
these signals of,

895
00:36:46.376 --> 00:36:46.596
Hey,

896
00:36:47.156 --> 00:36:49.799
I want an audience of people like those that visit these websites.

897
00:36:49.839 --> 00:36:55.123
Now what Google doesn't do is they don't just build an audience of people that have visited those sites,

898
00:36:55.203 --> 00:36:55.443
right?

899
00:36:55.843 --> 00:36:56.304
They can't.

900
00:36:56.564 --> 00:36:57.565
So I have as an example,

901
00:36:57.566 --> 00:37:00.227
you can't like take your competitors URL and say,

902
00:37:00.267 --> 00:37:00.387
Hey,

903
00:37:00.487 --> 00:37:02.428
build me an audience of just my competitors,

904
00:37:02.468 --> 00:37:02.929
customers.

905
00:37:03.493 --> 00:37:04.453
You can't do that,

906
00:37:04.514 --> 00:37:05.954
but you can still use that as a signal.

907
00:37:06.094 --> 00:37:08.816
And Google knows the type of person that visits those websites,

908
00:37:08.936 --> 00:37:10.576
and they know who visits those websites.

909
00:37:11.177 --> 00:37:12.017
So it's close.

910
00:37:12.037 --> 00:37:12.877
It's basically

911
00:37:13.658 --> 00:37:18.480
Google taking those inputs of those websites and building a lookalike audience around it.

912
00:37:18.940 --> 00:37:25.743
But we're confident part of that audience is actually some of the people that do visit those web pages.

913
00:37:26.264 --> 00:37:28.885
So what about the average dollar value?

914
00:37:29.365 --> 00:37:32.827
order value of your the products that you're selling.

915
00:37:33.227 --> 00:37:39.889
I know on Facebook it's kind of useless unless you're at least 30 to $50 to do any form of advertising.

916
00:37:40.370 --> 00:37:40.550
Yeah,

917
00:37:40.710 --> 00:37:46.852
you're talking about a product that is an underarm deodorant or something similar that,

918
00:37:47.413 --> 00:37:47.653
you know,

919
00:37:47.693 --> 00:37:48.973
does that does that work?

920
00:37:49.193 --> 00:37:52.035
Or does it have to be like the Arctic cooler where it's,

921
00:37:52.355 --> 00:37:52.595
you know,

922
00:37:52.596 --> 00:37:53.195
a lot more money?

923
00:37:53.955 --> 00:37:54.075
Yeah,

924
00:37:54.115 --> 00:37:55.096
it's a really great question.

925
00:37:55.316 --> 00:37:57.057
So it depends on a number of factors.

926
00:37:58.033 --> 00:37:58.353
And actually,

927
00:37:58.354 --> 00:38:01.235
there was this amazing study that just came out that I highly recommend.

928
00:38:01.275 --> 00:38:02.756
I'll give you guys the link so you can link to it.

929
00:38:03.136 --> 00:38:03.556
It's free,

930
00:38:03.616 --> 00:38:05.417
but it's done by House Analytics.

931
00:38:06.117 --> 00:38:06.778
And basically,

932
00:38:07.058 --> 00:38:09.579
they're an incrementality testing company.

933
00:38:09.580 --> 00:38:10.660
You guys familiar with incrementality?

934
00:38:10.680 --> 00:38:12.121
Are you hearing that a lot?

935
00:38:12.122 --> 00:38:13.341
It's kind of one of the buzzwords.

936
00:38:13.622 --> 00:38:13.742
Yeah,

937
00:38:13.743 --> 00:38:14.922
go ahead and explain it for the audience.

938
00:38:15.062 --> 00:38:15.303
Yeah,

939
00:38:15.343 --> 00:38:15.523
sure.

940
00:38:16.263 --> 00:38:25.568
So incrementality is basically looking at net new customers or customers you would not have gotten otherwise.

941
00:38:26.088 --> 00:38:26.929
So I'll give you an example.

942
00:38:27.709 --> 00:38:30.951
We see a lot of brands where they lean in heavily to meta ads,

943
00:38:31.151 --> 00:38:31.972
but for whatever reason,

944
00:38:31.992 --> 00:38:38.535
they maybe need to pause it or they stop for a little while and they turn off meta ads and then everything else stops working.

945
00:38:38.836 --> 00:38:41.697
They don't get customers on Google branded search and they don't get customers on

946
00:38:42.157 --> 00:38:42.978
Amazon like they did.

947
00:38:43.578 --> 00:38:45.179
So meta is very incremental.

948
00:38:45.259 --> 00:38:45.840
You turn it off,

949
00:38:46.000 --> 00:38:46.680
you lose sales.

950
00:38:47.501 --> 00:38:48.441
Branded search,

951
00:38:48.461 --> 00:38:50.002
and I would say branded search on both

952
00:38:50.622 --> 00:38:52.223
Amazon. So Amazon sponsored products,

953
00:38:52.243 --> 00:38:55.105
putting on your own brand or branded search on Google.

954
00:38:55.797 --> 00:38:57.038
If you were to turn that off,

955
00:38:57.878 --> 00:38:59.019
sales might go down a little.

956
00:38:59.519 --> 00:39:00.600
You'd probably lose something,

957
00:39:01.060 --> 00:39:02.020
but sales wouldn't plummet,

958
00:39:02.140 --> 00:39:02.301
right?

959
00:39:02.321 --> 00:39:04.622
So that's not very incremental.

960
00:39:04.982 --> 00:39:07.303
So it's not driving net new customers.

961
00:39:07.984 --> 00:39:14.007
So what House Analytics did is that they did some studies that really confirmed what we've seen anecdotally,

962
00:39:14.047 --> 00:39:15.928
what we've observed in our tests.

963
00:39:16.468 --> 00:39:20.630
But they did 190 incremental ad studies.

964
00:39:20.631 --> 00:39:23.552
And they basically do like geo holdouts where they'll have...

965
00:39:23.912 --> 00:39:25.093
And this is what we did for Arctic too.

966
00:39:25.453 --> 00:39:37.572
where you've got test market control market but they're similar in all regards other than one gets youtube the other doesn't and then you compare the behavior in those two markets so anyway uh house did 190 of these tests here's what they found

967
00:39:38.560 --> 00:39:40.981
They found that YouTube ads are

968
00:39:42.983 --> 00:39:46.825
3.42x more incremental than what is reported in a platform.

969
00:39:47.845 --> 00:39:48.146
Meaning,

970
00:39:48.746 --> 00:39:50.467
you get a one row as in platform,

971
00:39:50.707 --> 00:39:53.208
you're looking in YouTube and you got a one return on ad spend.

972
00:39:53.889 --> 00:39:58.932
It's probably like a three to four and a half return on ad spend if you saw the true impact.

973
00:39:59.112 --> 00:39:59.452
Meaning,

974
00:39:59.952 --> 00:40:01.953
there's a lot of people that did not click on that ad,

975
00:40:01.993 --> 00:40:03.554
but they circled back and they purchased.

976
00:40:04.455 --> 00:40:04.855
Now,

977
00:40:05.315 --> 00:40:06.256
that's just if you're D2C.

978
00:40:06.912 --> 00:40:09.834
If you add in marketplace somewhere else and they,

979
00:40:10.374 --> 00:40:13.275
that one gets the attribution when it was really YouTube that sparked it.

980
00:40:13.736 --> 00:40:14.336
Exactly.

981
00:40:14.556 --> 00:40:15.016
Exactly.

982
00:40:15.837 --> 00:40:16.197
Or yeah,

983
00:40:16.198 --> 00:40:18.078
they saw it on YouTube and then they didn't do anything else,

984
00:40:18.079 --> 00:40:20.659
but then they clicked on a branded ad because they searched for you.

985
00:40:20.739 --> 00:40:21.960
Branded ad gets all the credit.

986
00:40:22.340 --> 00:40:25.402
It did nothing other than just like walk someone in the door type of thing,

987
00:40:25.422 --> 00:40:26.062
or it did very little,

988
00:40:26.063 --> 00:40:26.483
I should say.

989
00:40:27.083 --> 00:40:27.423
So yeah,

990
00:40:27.463 --> 00:40:27.943
exactly.

991
00:40:28.644 --> 00:40:30.805
And so it gets even better though,

992
00:40:31.105 --> 00:40:35.047
if you're on marketplace and or retail stores,

993
00:40:35.048 --> 00:40:36.268
so you can add another.

994
00:40:37.188 --> 00:40:41.232
99 or 0.9 ROAS to that if you're selling on Amazon.

995
00:40:41.832 --> 00:40:42.613
So on Amazon,

996
00:40:42.673 --> 00:40:45.295
maybe it's four and a half or five return on ad spend,

997
00:40:45.335 --> 00:40:47.096
but all you're seeing is a one in platform.

998
00:40:47.417 --> 00:40:50.339
And they did this over 190 different advertisers.

999
00:40:51.000 --> 00:40:54.623
And so and we saw this for a large haircare brand that we worked with.

1000
00:40:54.683 --> 00:40:57.545
They were DTC and Amazon.

1001
00:40:57.565 --> 00:41:01.568
We ran both their YouTube and their full channel Amazon.

1002
00:41:02.129 --> 00:41:03.930
We had to pause YouTube for they're spending a lot.

1003
00:41:03.950 --> 00:41:05.592
There's like a million dollars a month on YouTube,

1004
00:41:05.593 --> 00:41:05.732
but

1005
00:41:06.032 --> 00:41:07.553
We had to pause their YouTube for a little while.

1006
00:41:08.154 --> 00:41:08.714
When we did,

1007
00:41:09.355 --> 00:41:11.637
branded search on Amazon got cut in half.

1008
00:41:12.017 --> 00:41:14.439
So went down by half.

1009
00:41:15.300 --> 00:41:17.282
So just kind of shows the impact that has.

1010
00:41:17.482 --> 00:41:17.602
So

1011
00:41:18.543 --> 00:41:20.004
YouTube is very incremental.

1012
00:41:20.565 --> 00:41:23.988
It does have a big impact in all channels.

1013
00:41:24.028 --> 00:41:26.370
And so you've got to kind of be aware of that,

1014
00:41:26.630 --> 00:41:29.352
that you need to be looking at these other impacts.

1015
00:41:29.913 --> 00:41:31.474
How is YouTube driving branded search?

1016
00:41:31.955 --> 00:41:33.296
How is YouTube driving traffic?

1017
00:41:33.616 --> 00:41:40.321
to Amazon is YouTube driving traffic to retail stores and look at that holistically to really understand what is YouTube doing.

1018
00:41:41.342 --> 00:41:43.764
I'm not sure I actually answered your original question now that

1019
00:41:44.224 --> 00:41:45.605
I got on that tirade.

1020
00:41:45.606 --> 00:41:48.468
I'm not sure if I circled that back to your original question there guys,

1021
00:41:49.088 --> 00:41:49.889
but happy to keep going.

1022
00:41:50.609 --> 00:41:54.592
What are the different types of paid ads that you can get on YouTube now?

1023
00:41:55.633 --> 00:41:55.833
Yeah.

1024
00:41:56.093 --> 00:41:57.535
So there's a variety.

1025
00:41:58.375 --> 00:41:58.675
There's...

1026
00:41:59.500 --> 00:42:00.481
In kind of larger,

1027
00:42:00.661 --> 00:42:01.481
broad strokes,

1028
00:42:01.482 --> 00:42:03.162
there's what's called in-stream.

1029
00:42:03.823 --> 00:42:10.367
And so that's where these are the skippable ads that pop up kind of before a video or in the middle of a video.

1030
00:42:10.427 --> 00:42:11.487
That goes back to what you were talking about,

1031
00:42:11.527 --> 00:42:11.807
Kevin,

1032
00:42:11.848 --> 00:42:15.470
with kind of the ads playing in the middle of a creator's video.

1033
00:42:15.510 --> 00:42:16.390
So that's in-stream.

1034
00:42:17.191 --> 00:42:17.831
There's in-feed.

1035
00:42:18.051 --> 00:42:19.132
And in-feed is more,

1036
00:42:19.192 --> 00:42:25.736
these are the ads that pop up in search results or that are displayed that you have to click on to watch.

1037
00:42:26.400 --> 00:42:29.661
And so those you only pay if someone clicks on it and starts to watch it.

1038
00:42:30.161 --> 00:42:31.121
The in-stream ads,

1039
00:42:31.122 --> 00:42:31.301
you know,

1040
00:42:31.302 --> 00:42:33.802
kind of falls back to those rules that I was talking about before.

1041
00:42:34.342 --> 00:42:35.963
So those are the main categories.

1042
00:42:36.403 --> 00:42:38.203
And then in terms of the placements,

1043
00:42:39.204 --> 00:42:42.524
you've got ads that show up in the mobile feed.

1044
00:42:42.525 --> 00:42:44.965
So this is kind of confusing because it's called the mobile feed.

1045
00:42:44.985 --> 00:42:46.245
It's still an in-stream ad.

1046
00:42:46.966 --> 00:42:48.426
But the mobile homepage,

1047
00:42:48.486 --> 00:42:48.646
right?

1048
00:42:48.647 --> 00:42:49.906
So if you're on YouTube,

1049
00:42:49.907 --> 00:42:52.827
and I'll pull this up and see if we can get a bit of a live demo.

1050
00:42:53.768 --> 00:42:55.108
But if I'm looking here on my...

1051
00:42:55.772 --> 00:42:56.552
My YouTube.

1052
00:42:56.592 --> 00:42:57.152
So I've got,

1053
00:42:57.513 --> 00:42:57.733
you know,

1054
00:42:57.773 --> 00:42:59.013
some football news there.

1055
00:42:59.073 --> 00:43:00.633
I'm a Colin Cowherd fan.

1056
00:43:00.653 --> 00:43:01.434
But then above that,

1057
00:43:01.834 --> 00:43:02.814
that autoplay,

1058
00:43:02.834 --> 00:43:03.414
it's Upwork.

1059
00:43:03.454 --> 00:43:03.874
So like,

1060
00:43:03.894 --> 00:43:04.135
you know,

1061
00:43:04.136 --> 00:43:05.335
we sometimes hire people from Upwork.

1062
00:43:05.655 --> 00:43:06.555
So that's popping up there.

1063
00:43:07.255 --> 00:43:08.476
That's an in-stream ad.

1064
00:43:09.816 --> 00:43:10.756
It's autoplaying there.

1065
00:43:11.057 --> 00:43:12.457
And so there's ads there.

1066
00:43:12.877 --> 00:43:16.438
Then there are ads that run pre-roll or mid-roll in the video you're watching.

1067
00:43:17.258 --> 00:43:17.999
And then,

1068
00:43:18.099 --> 00:43:18.319
you know,

1069
00:43:18.339 --> 00:43:19.379
you've got mobile,

1070
00:43:19.699 --> 00:43:20.279
desktop,

1071
00:43:20.599 --> 00:43:21.120
tablet,

1072
00:43:21.260 --> 00:43:22.440
and then connected TVs.

1073
00:43:23.288 --> 00:43:29.511
And you can kind of select those by excluding the channels that you do or the placements that you don't want.

1074
00:43:30.831 --> 00:43:34.653
But the two fastest growing channels are shorts or platforms,

1075
00:43:34.973 --> 00:43:36.473
shorts and connected TVs.

1076
00:43:36.614 --> 00:43:38.514
So those are the areas that are growing the fastest.

1077
00:43:42.076 --> 00:43:42.216
Now,

1078
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1080
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1081
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1082
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1091
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1092
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1101
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1103
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1104
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1105
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1106
00:44:49.830 --> 00:44:54.655
YouTube has this new thing with shorts where they're integrating some AI.

1107
00:44:54.695 --> 00:44:56.437
So you can do AI-generated shorts,

1108
00:44:56.517 --> 00:44:56.737
right?

1109
00:44:57.818 --> 00:44:58.018
Yeah.

1110
00:44:58.058 --> 00:44:58.278
I mean,

1111
00:44:58.599 --> 00:45:00.301
the cool thing about Google is,

1112
00:45:00.302 --> 00:45:00.521
you know,

1113
00:45:02.283 --> 00:45:04.545
people are pretty excited about it in the SEO world.

1114
00:45:05.586 --> 00:45:05.706
Yeah.

1115
00:45:05.726 --> 00:45:05.906
I mean,

1116
00:45:06.507 --> 00:45:06.947
Google said,

1117
00:45:06.987 --> 00:45:07.408
what was it,

1118
00:45:07.428 --> 00:45:09.130
over a couple years ago,

1119
00:45:09.131 --> 00:45:09.250
that,

1120
00:45:09.251 --> 00:45:09.350
hey,

1121
00:45:09.370 --> 00:45:10.391
we're in AI first.

1122
00:45:10.963 --> 00:45:27.328
company now and they've been really leaning the eye for much longer than that so i don't know that specific piece of ai tied to shorts but uh i mean ai is influencing everything and video consumption video creation video ads all being really

1123
00:45:27.348 --> 00:45:39.471
transformed by ai no doubt you know we were um we were doing shorts and we would go over to hey gen and we get them translated and it was starting to cost a little bit of money and then uh

1124
00:45:40.255 --> 00:45:44.337
Google or YouTube rolled this out and it's not for everybody,

1125
00:45:44.758 --> 00:45:46.819
but it's the translations.

1126
00:45:47.379 --> 00:45:51.381
So if you're sitting there like we are today talking,

1127
00:45:52.562 --> 00:45:54.603
it'll translate depending on your IP,

1128
00:45:56.164 --> 00:45:56.684
like French,

1129
00:45:56.804 --> 00:45:57.244
German,

1130
00:45:57.485 --> 00:45:58.305
whatever it is,

1131
00:45:58.785 --> 00:46:03.908
and it's using your voice just like HeyGen would.

1132
00:46:04.388 --> 00:46:07.030
And it brings out a transcript,

1133
00:46:07.330 --> 00:46:08.871
whatever language you're talking to.

1134
00:46:09.315 --> 00:46:25.286
even translates canadian us all uh yeah um but not not for long because uh we are going to be the first time yeah they're changing that take it away when you've been in the first state yeah english is the official language of the u.s that's

1135
00:46:25.366 --> 00:46:37.315
true so good yeah and i mean that's in the look that stuff's all going to just keep getting better like hey jen is really awesome i got some friends in the infomercial space and they'll create a video and then launch it in you know germany and and and uh

1136
00:46:37.979 --> 00:46:56.792
uh other martin italy and stuff like that and and so that the translation is brilliant google's getting better at that i mean it's it's really remarkable and and the pace at which it's getting better is is also remarkable how are you seeing speaking of the infomercial how are you seeing i studied that world for a long time and came from that a little bit of that world and

1137
00:46:56.793 --> 00:47:04.497
you know i think you said you did a little bit of that too how are you seeing that how's that migrated to youtube how's that migrated to video are people doing

1138
00:47:05.278 --> 00:47:07.359
30 seconds 60 second two minute

1139
00:47:07.879 --> 00:47:24.790
30 minute direct response type of stuff on youtube or is it a whole different animal now and a whole different a way of uh driving sales for physical yeah yeah i mean more people should be doing that so i think the the most direct correlation

1140
00:47:24.830 --> 00:47:33.275
or the the best analogy of youtube ads is short form direct response tv so give an example uh

1141
00:47:33.759 --> 00:47:36.601
Karen Eek was a client of ours for a number of years.

1142
00:47:36.861 --> 00:47:39.583
It's a hair regrowth product for women.

1143
00:47:39.783 --> 00:47:42.405
And they were running direct response TV ads.

1144
00:47:42.406 --> 00:47:43.566
They did infomercials as well.

1145
00:47:43.586 --> 00:47:44.326
They were doing meta.

1146
00:47:44.786 --> 00:47:45.647
All of that was working.

1147
00:47:46.167 --> 00:47:48.189
They could not get YouTube to work.

1148
00:47:48.529 --> 00:47:51.491
So basically what we did for them is we took their direct response

1149
00:47:51.951 --> 00:47:52.652
TV ads.

1150
00:47:52.712 --> 00:47:54.373
So there were some that were like two minutes,

1151
00:47:54.933 --> 00:47:56.154
some that were three minutes long.

1152
00:47:56.655 --> 00:47:57.455
We tweaked them.

1153
00:47:57.555 --> 00:47:59.757
So the hook had to be different than what they were for TV.

1154
00:48:00.297 --> 00:48:02.899
We had to get right to the point quickly.

1155
00:48:03.711 --> 00:48:05.552
But once we had that edited,

1156
00:48:05.652 --> 00:48:07.313
then we were able to really scale on

1157
00:48:07.653 --> 00:48:08.453
YouTube. And so

1158
00:48:09.394 --> 00:48:11.034
I think that more people...

1159
00:48:11.655 --> 00:48:14.096
And if you have a product that sells on TV,

1160
00:48:14.936 --> 00:48:16.537
or you've run infomercials,

1161
00:48:17.057 --> 00:48:23.300
then YouTube will absolutely work for you if you get the creative right and the targeting around the campaign structure right and all those things.

1162
00:48:23.920 --> 00:48:24.160
But yeah,

1163
00:48:24.161 --> 00:48:30.343
I think that's the best direct correlation or connection or analogy or whatever is direct response TV.

1164
00:48:31.075 --> 00:48:32.336
Very similar to YouTube.

1165
00:48:32.337 --> 00:48:33.737
The exception is

1166
00:48:34.297 --> 00:48:34.977
YouTube Shorts.

1167
00:48:35.437 --> 00:48:41.341
YouTube Shorts is more like TikTok or Instagram Reels or Facebook Stories or whatever.

1168
00:48:42.021 --> 00:48:43.902
But everything else is more like

1169
00:48:45.023 --> 00:48:46.403
Direct Response TV on YouTube.

1170
00:48:47.084 --> 00:48:48.184
You know,

1171
00:48:48.224 --> 00:48:51.006
my son and his girlfriend came down and we were out.

1172
00:48:51.426 --> 00:48:55.348
I was having a cigar and they were showing me this short.

1173
00:48:55.528 --> 00:48:56.129
And they said,

1174
00:48:56.629 --> 00:48:57.530
take a look at this.

1175
00:48:58.390 --> 00:48:59.891
How many views do you think it has?

1176
00:49:00.311 --> 00:49:00.992
And I looked at it,

1177
00:49:01.132 --> 00:49:03.453
and it was like this massive audience,

1178
00:49:03.454 --> 00:49:04.574
this guy talking,

1179
00:49:05.054 --> 00:49:05.955
and he's talking about,

1180
00:49:05.956 --> 00:49:07.896
you probably have seen this.

1181
00:49:08.457 --> 00:49:15.321
They're talking about this new car polish that's better than ceramic polish.

1182
00:49:15.841 --> 00:49:17.403
And he sprays it on this Porsche,

1183
00:49:17.483 --> 00:49:18.703
wipes it off in a second.

1184
00:49:19.184 --> 00:49:21.305
And it's a major audience.

1185
00:49:22.286 --> 00:49:25.488
And so my son's girlfriend says,

1186
00:49:26.329 --> 00:49:27.589
how many views do you think this has?

1187
00:49:28.670 --> 00:49:28.890
I go,

1188
00:49:29.290 --> 00:49:29.791
I don't know.

1189
00:49:30.071 --> 00:49:30.371
you know,

1190
00:49:30.571 --> 00:49:31.092
a million,

1191
00:49:31.312 --> 00:49:32.853
she goes 50 million.

1192
00:49:33.433 --> 00:49:34.073
Wow.

1193
00:49:34.593 --> 00:49:34.814
Wow.

1194
00:49:35.314 --> 00:49:35.954
And she goes,

1195
00:49:36.014 --> 00:49:36.134
Oh,

1196
00:49:36.154 --> 00:49:37.075
that's just their,

1197
00:49:37.175 --> 00:49:37.915
their first video.

1198
00:49:38.416 --> 00:49:42.258
And she went through the videos that they did on YouTube.

1199
00:49:42.418 --> 00:49:43.658
And I'm sitting here going,

1200
00:49:44.159 --> 00:49:46.600
how much money are they making off of this?

1201
00:49:47.768 --> 00:49:48.368
But it was just,

1202
00:49:48.889 --> 00:49:49.509
it was all,

1203
00:49:49.869 --> 00:49:50.429
by the way,

1204
00:49:50.990 --> 00:49:51.250
Kevin,

1205
00:49:51.251 --> 00:49:52.411
it was 100%,

1206
00:49:53.571 --> 00:49:54.892
100%

1207
00:49:55.412 --> 00:49:55.912
AI.

1208
00:49:56.713 --> 00:49:57.934
And I couldn't tell the difference.

1209
00:49:57.954 --> 00:49:58.894
I'm looking at it going,

1210
00:49:59.234 --> 00:50:00.275
there's got to be something.

1211
00:50:00.355 --> 00:50:02.156
There's got to be something I can see here.

1212
00:50:02.636 --> 00:50:03.777
But it looks like there's,

1213
00:50:03.917 --> 00:50:04.157
you know,

1214
00:50:04.257 --> 00:50:05.158
this spokesman,

1215
00:50:05.538 --> 00:50:06.618
really energetic,

1216
00:50:06.918 --> 00:50:08.119
talking about this thing.

1217
00:50:08.359 --> 00:50:08.639
I mean,

1218
00:50:08.699 --> 00:50:09.740
I would have bought this stuff.

1219
00:50:09.780 --> 00:50:10.400
I probably will.

1220
00:50:10.821 --> 00:50:11.261
But,

1221
00:50:11.821 --> 00:50:11.941
yeah,

1222
00:50:12.061 --> 00:50:12.421
it just,

1223
00:50:12.682 --> 00:50:12.962
again,

1224
00:50:13.182 --> 00:50:15.083
we don't know how far it's going to go.

1225
00:50:15.183 --> 00:50:16.384
It's only going to improve.

1226
00:50:16.824 --> 00:50:16.944
But.

1227
00:50:17.064 --> 00:50:34.621
the amount of views that you can get off of a short and then off of the regular videos if you want to produce it before you buy it are you sure it works on pentos 1977 it works on range rovers but i know what you think about range rovers wait

1228
00:50:34.641 --> 00:50:42.068
what is i want i want to talk about this category because i know this category intimately but uh what's your perspective on range rovers kevin are you not not a fan he thinks they suck

1229
00:50:42.680 --> 00:51:02.598
but no i don't think they suck they look amazing but i have heard they end up in the shop a decent amount so i don't know what's true i can tell you for sure what they do uh yeah hey man i'm a toyota tundra fan that's that's that's my that's my rig and uh indestructible so i love that but um

1230
00:51:02.938 --> 00:51:09.284
so yeah interesting story we worked with a big brand in that space so not a ceramic coating not a wax just kind of in between you

1231
00:51:09.552 --> 00:51:14.854
And we ran all their YouTube and Google and we scaled them massively back in the day.

1232
00:51:15.034 --> 00:51:19.655
And so it's one of those things where those products have high lifetime value.

1233
00:51:20.535 --> 00:51:21.775
Conversion rates were pretty good.

1234
00:51:21.795 --> 00:51:26.777
This was all like YouTube direct response YouTube that we leaned into quite heavily.

1235
00:51:26.897 --> 00:51:28.917
And here's my take on

1236
00:51:30.158 --> 00:51:32.959
AI, like fully AI generated content.

1237
00:51:33.259 --> 00:51:33.659
I got to say,

1238
00:51:33.919 --> 00:51:37.740
I'm not a fan of if you take fully AI content.

1239
00:51:38.380 --> 00:51:39.521
So the spokesperson,

1240
00:51:40.201 --> 00:51:41.222
the voiceover,

1241
00:51:41.342 --> 00:51:42.403
all that fully AI,

1242
00:51:42.443 --> 00:51:43.344
I'm not really a fan.

1243
00:51:43.384 --> 00:51:46.086
I think there needs to be something that's unique there.

1244
00:51:46.146 --> 00:51:48.728
So what I do like AI for is if you got,

1245
00:51:48.788 --> 00:51:49.068
let's say,

1246
00:51:49.168 --> 00:51:51.049
some real customers giving a testimonial,

1247
00:51:51.730 --> 00:51:53.851
but you want to edit that in a fun way.

1248
00:51:53.951 --> 00:51:57.574
And then maybe you need like a voiceover to kind of stitch it all together.

1249
00:51:57.614 --> 00:52:00.216
And then you need some cool product shots and some other things to bring in.

1250
00:52:00.696 --> 00:52:02.057
Let's use AI to do that.

1251
00:52:02.138 --> 00:52:04.339
Let's use AI to make all of that easier.

1252
00:52:06.512 --> 00:52:07.693
We've created some 100%

1253
00:52:07.753 --> 00:52:08.654
AI content.

1254
00:52:09.174 --> 00:52:09.295
No,

1255
00:52:09.435 --> 00:52:10.475
it actually wasn't 100%

1256
00:52:10.495 --> 00:52:11.036
AI content.

1257
00:52:11.496 --> 00:52:18.802
What we did is we took actual product shots and then created some AI content for sponsor brand video and stuff on Amazon.

1258
00:52:19.463 --> 00:52:23.126
But I'm just not a fan of the fully AI influencer.

1259
00:52:24.086 --> 00:52:24.427
That's me.

1260
00:52:24.687 --> 00:52:27.369
I prefer getting real customers there.

1261
00:52:27.409 --> 00:52:32.233
But use AI to lift the load of editing or lift the load of voiceover talent or something like that.

1262
00:52:32.473 --> 00:52:35.175
The technology is not quite there.

1263
00:52:35.195 --> 00:52:35.896
I think it's getting...

1264
00:52:36.056 --> 00:52:36.536
get there.

1265
00:52:37.017 --> 00:52:40.880
But I think humans are always going to be able to have something that's just not going to feel right.

1266
00:52:41.740 --> 00:52:42.401
You got to see,

1267
00:52:42.402 --> 00:52:43.581
I'll send over,

1268
00:52:43.642 --> 00:52:45.583
I'll try to get that video.

1269
00:52:46.323 --> 00:52:47.124
It blew me away.

1270
00:52:47.945 --> 00:52:50.487
And it was so energetic and the energy was there.

1271
00:52:50.907 --> 00:52:51.027
And

1272
00:52:52.148 --> 00:52:53.609
I sit here with my wife and go,

1273
00:52:53.689 --> 00:52:54.289
you know,

1274
00:52:54.429 --> 00:52:54.549
oh,

1275
00:52:54.589 --> 00:52:55.150
that's crap.

1276
00:52:55.190 --> 00:52:55.870
That's AI.

1277
00:52:56.291 --> 00:52:57.011
That's AI.

1278
00:52:57.532 --> 00:52:57.752
But

1279
00:52:58.112 --> 00:52:59.053
I couldn't tell with this,

1280
00:52:59.233 --> 00:53:01.294
but I want to get your opinion on something.

1281
00:53:02.335 --> 00:53:03.516
So you

1282
00:53:03.808 --> 00:53:05.550
My son and his girlfriend came back from LA.

1283
00:53:05.650 --> 00:53:10.494
They went to this conference about for creators and newsletters.

1284
00:53:10.994 --> 00:53:11.274
And

1285
00:53:11.775 --> 00:53:12.455
I was shocked.

1286
00:53:12.756 --> 00:53:18.921
I was surprised when they told me that people now they'll watch,

1287
00:53:19.661 --> 00:53:23.605
but they're going to hold back just like giving up your email for newsletter.

1288
00:53:24.125 --> 00:53:27.908
People are doing that for subscribing and following on social media.

1289
00:53:28.529 --> 00:53:29.450
Are you finding that,

1290
00:53:29.510 --> 00:53:29.710
that,

1291
00:53:30.010 --> 00:53:30.250
you know,

1292
00:53:30.270 --> 00:53:31.692
people aren't going to.

1293
00:53:32.172 --> 00:53:36.593
just subscribe to a channel or follow you on social?

1294
00:53:37.634 --> 00:53:38.094
Yeah,

1295
00:53:38.095 --> 00:53:38.874
it's a great question.

1296
00:53:39.094 --> 00:53:40.895
And it does not surprise me at all,

1297
00:53:41.175 --> 00:53:41.455
right?

1298
00:53:42.555 --> 00:53:45.576
The people are less likely to opt in to email lists,

1299
00:53:45.656 --> 00:53:47.817
although email is still a huge part of what we do,

1300
00:53:47.818 --> 00:53:48.737
a huge part of what our brands do.

1301
00:53:49.497 --> 00:53:51.418
And kind of a similar approach of,

1302
00:53:51.438 --> 00:53:51.558
yeah,

1303
00:53:51.559 --> 00:53:53.618
I don't really want to subscribe either.

1304
00:53:53.758 --> 00:53:57.579
So I think the good news though there is it totally ties back to what we were talking about before.

1305
00:53:58.380 --> 00:53:59.220
It's not that important.

1306
00:53:59.484 --> 00:54:00.785
You just got to create great content.

1307
00:54:00.786 --> 00:54:04.668
And I think that's the lesson for anybody creating content,

1308
00:54:04.728 --> 00:54:07.290
whether it's for YouTube or Meta or TikTok or whatever,

1309
00:54:07.910 --> 00:54:11.974
is that it's a relentless focus on great content.

1310
00:54:12.094 --> 00:54:15.176
I've got to keep cranking out great content.

1311
00:54:15.256 --> 00:54:16.257
Content that has a great hook.

1312
00:54:16.917 --> 00:54:18.138
Content that has a good product demo.

1313
00:54:18.659 --> 00:54:20.160
Content that's got good social proof.

1314
00:54:20.720 --> 00:54:24.583
Content that's got some kind of call to action or some kind of ask associated with it.

1315
00:54:26.072 --> 00:54:27.653
Content that keeps someone's attention.

1316
00:54:27.953 --> 00:54:28.854
So it's got fast paced,

1317
00:54:28.874 --> 00:54:29.434
fast edits,

1318
00:54:29.435 --> 00:54:29.995
things like that.

1319
00:54:30.575 --> 00:54:32.456
So just a relentless focus on good content.

1320
00:54:32.877 --> 00:54:33.697
And then the rest,

1321
00:54:33.777 --> 00:54:35.659
kind of the algorithm will reward you for that.

1322
00:54:35.779 --> 00:54:37.180
And your consumers will too.

1323
00:54:41.443 --> 00:54:49.088
Are you looking to quickly boost new Amazon product launches or scale up existing listings to reach first page positioning?

1324
00:54:49.528 --> 00:54:52.310
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1325
00:54:52.750 --> 00:54:53.310
That's right.

1326
00:54:53.390 --> 00:55:02.836
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1327
00:55:03.816 --> 00:55:09.939
They've helped up and coming brands like Magic Spoon compete with Cheerios for top category positioning,

1328
00:55:10.500 --> 00:55:15.823
while also helping Fortune 500 brands like Unilever launch their new products.

1329
00:55:16.503 --> 00:55:20.005
Right now is one of the best times to get started with Stack Influence.

1330
00:55:20.345 --> 00:55:21.726
You can sign up at stack.

1331
00:55:21.966 --> 00:55:40.519
influence.com or click the link in this video down the description or notes below and mention misfits that's m-i-s-f-i-t-s to get 10 off your first campaign stack influence.com and

1332
00:55:40.520 --> 00:55:50.506
it takes time to build that up i think mr b said he did a hundred plus videos before he had any kind of traction whatsoever i'm just getting refining the craft getting better and better and better

1333
00:55:51.134 --> 00:56:10.022
and adding all those little elements that you said to where now he's got a formula that that he can just crank it out crank it out and man his videos are so good we were watching some of those as a family my younger kids or my younger teenagers and and stuff they were like you got to watch these mr beast videos and we sat down for like an hour but they were so good like it just either hooks you and you keep wanting to

1334
00:56:10.102 --> 00:56:20.326
watch and so it really is a matter of we call it a creative feedback loop so if you're running ads we want to look at different metrics in that ad and in the ad consumption to let us know

1335
00:56:21.190 --> 00:56:21.951
Is the hook right?

1336
00:56:22.631 --> 00:56:24.252
Was the product demo right?

1337
00:56:24.592 --> 00:56:26.253
Was there a good clear call to action?

1338
00:56:26.254 --> 00:56:26.434
And so,

1339
00:56:26.435 --> 00:56:28.695
we're looking at things like view rate,

1340
00:56:29.015 --> 00:56:30.536
we're looking at where people are skipping,

1341
00:56:31.137 --> 00:56:33.999
we're looking at click-through rate compared to other videos.

1342
00:56:34.059 --> 00:56:34.179
So,

1343
00:56:34.599 --> 00:56:35.219
as an example,

1344
00:56:35.239 --> 00:56:36.760
if a video has got a really good view rate,

1345
00:56:36.761 --> 00:56:37.881
so people are engaged with it,

1346
00:56:37.882 --> 00:56:38.622
they're watching it,

1347
00:56:39.142 --> 00:56:42.604
then that shows us that hook was pretty good and probably we're targeting the right person.

1348
00:56:43.005 --> 00:56:46.187
But then if the click-through rate is well below average for that brand,

1349
00:56:46.627 --> 00:56:46.947
we're like,

1350
00:56:47.408 --> 00:56:47.568
okay,

1351
00:56:47.588 --> 00:56:49.149
we got to fix the call to action,

1352
00:56:49.289 --> 00:56:49.489
right?

1353
00:56:49.569 --> 00:56:50.990
Or maybe the

1354
00:56:50.991 --> 00:56:52.971
the product demo fell a little bit short.

1355
00:56:52.972 --> 00:56:54.593
So someone doesn't want to click on the ad.

1356
00:56:54.833 --> 00:56:55.753
So how do we fix that?

1357
00:56:56.114 --> 00:56:57.555
So unless we did for,

1358
00:56:57.615 --> 00:56:58.175
for Arctic,

1359
00:56:58.195 --> 00:57:00.277
we would that super successful campaign that,

1360
00:57:00.597 --> 00:57:01.377
and now we run all their,

1361
00:57:01.437 --> 00:57:02.238
all their Google and YouTube.

1362
00:57:02.239 --> 00:57:04.159
But so we're constantly doing is looking at,

1363
00:57:04.160 --> 00:57:04.279
Hey,

1364
00:57:04.399 --> 00:57:07.081
this let's look at all these videos for the same product.

1365
00:57:08.302 --> 00:57:09.883
We can analyze what's got the best hook.

1366
00:57:10.003 --> 00:57:11.024
What's got the best product demo.

1367
00:57:11.124 --> 00:57:12.165
What's got the best offer,

1368
00:57:12.205 --> 00:57:13.066
best call to action.

1369
00:57:13.446 --> 00:57:16.468
And then you're just constantly iterating the next round of videos from that.

1370
00:57:17.108 --> 00:57:18.609
What do you find works best in the ads?

1371
00:57:19.598 --> 00:57:20.258
Based on what you said,

1372
00:57:20.259 --> 00:57:21.339
it sounds like there's three,

1373
00:57:21.399 --> 00:57:22.120
maybe there's a few more,

1374
00:57:22.121 --> 00:57:24.381
but three core ways you can target.

1375
00:57:24.382 --> 00:57:26.702
It's either keyword or intent-based targeting.

1376
00:57:27.103 --> 00:57:30.965
It's target-based targeting or it's targeting specific videos in particular.

1377
00:57:31.005 --> 00:57:33.827
Like I want my ad to show up on these 27 competitors'

1378
00:57:33.847 --> 00:57:34.847
videos or whatever it may be.

1379
00:57:35.528 --> 00:57:37.209
Am I missing something in that?

1380
00:57:37.749 --> 00:57:39.210
Or is there another major way?

1381
00:57:39.290 --> 00:57:39.770
And if so,

1382
00:57:40.431 --> 00:57:40.851
what is it?

1383
00:57:40.852 --> 00:57:45.274
And which one of those do you find typically works the best for certain types of products?

1384
00:57:46.414 --> 00:57:49.316
A certain type of product work better for one of those than the other?

1385
00:57:49.456 --> 00:57:50.356
Or what do you find?

1386
00:57:50.357 --> 00:57:51.557
Or you just got to experiment with them all?

1387
00:57:52.297 --> 00:57:53.598
So you do need to experiment a little bit.

1388
00:57:54.298 --> 00:57:55.819
One thing that I would not recommend,

1389
00:57:56.460 --> 00:57:57.680
and I know some people that

1390
00:57:58.061 --> 00:57:59.241
I'm not a meta ads guy,

1391
00:57:59.261 --> 00:58:02.903
but I know people that lean into meta that just say open targeting,

1392
00:58:02.963 --> 00:58:03.143
right?

1393
00:58:03.484 --> 00:58:04.784
Let the algorithm figure it out.

1394
00:58:05.085 --> 00:58:05.745
It'll figure it out.

1395
00:58:05.765 --> 00:58:06.365
Just leave it open.

1396
00:58:07.186 --> 00:58:07.666
With YouTube,

1397
00:58:07.667 --> 00:58:11.508
we find better results if we focus and target the algorithm.

1398
00:58:12.229 --> 00:58:12.729
By far,

1399
00:58:12.989 --> 00:58:14.590
the best audiences to start with.

1400
00:58:15.034 --> 00:58:20.096
are those custom segments where you're giving Google search terms or keywords.

1401
00:58:20.116 --> 00:58:21.577
So people that search for these things,

1402
00:58:21.617 --> 00:58:22.457
build an audience around them,

1403
00:58:22.517 --> 00:58:22.937
target them.

1404
00:58:23.398 --> 00:58:24.078
Best place to start.

1405
00:58:24.218 --> 00:58:25.378
Not always the best place to scale.

1406
00:58:25.418 --> 00:58:27.519
So let me hit a ceiling there and it doesn't fully scale.

1407
00:58:28.300 --> 00:58:29.140
That's my number one.

1408
00:58:29.141 --> 00:58:34.082
My number two would be giving Google URLs of sites to kind of build a lookalike audience.

1409
00:58:34.662 --> 00:58:35.483
That's kind of number two.

1410
00:58:36.163 --> 00:58:37.544
Number three is,

1411
00:58:37.744 --> 00:58:39.284
and you can do this now in demand gen,

1412
00:58:39.925 --> 00:58:43.026
and demand gen is a new campaign type and you can lean into video only on that.

1413
00:58:43.654 --> 00:58:45.635
But you can create true lookalike audiences.

1414
00:58:45.815 --> 00:58:47.475
So just like you can on Meta,

1415
00:58:48.015 --> 00:58:50.296
you could upload a list of your customers and say,

1416
00:58:50.416 --> 00:58:51.496
build me a lookalike audience.

1417
00:58:51.516 --> 00:58:52.977
And so those are really good.

1418
00:58:53.657 --> 00:58:57.738
There's another option that's available in a variety of different YouTube ad formats,

1419
00:58:58.378 --> 00:58:59.899
which is called optimized targeting.

1420
00:59:00.059 --> 00:59:01.119
And so we've done here,

1421
00:59:01.799 --> 00:59:04.560
similar thing where we'll upload a list of customers.

1422
00:59:04.580 --> 00:59:05.560
This is my list of

1423
00:59:06.320 --> 00:59:08.381
VIP customers for my product.

1424
00:59:08.886 --> 00:59:11.288
upload that to the Google Ads platform,

1425
00:59:11.789 --> 00:59:13.110
and then turn on optimized targeting.

1426
00:59:13.111 --> 00:59:14.871
And basically what Google is doing is they're saying,

1427
00:59:15.332 --> 00:59:15.512
okay,

1428
00:59:15.572 --> 00:59:17.313
this is who our core of targeting,

1429
00:59:17.314 --> 00:59:19.615
but then we're going to expand that and find other people like this.

1430
00:59:20.256 --> 00:59:22.858
So we found some campaigns that really scaled that way as well.

1431
00:59:23.199 --> 00:59:24.199
So those are the best.

1432
00:59:24.780 --> 00:59:27.482
Some of the kind of what I call off the shelf Google audiences,

1433
00:59:27.502 --> 00:59:28.463
like in market audiences,

1434
00:59:28.503 --> 00:59:29.324
affinity audiences,

1435
00:59:29.364 --> 00:59:29.984
things like that.

1436
00:59:31.005 --> 00:59:31.546
They can work,

1437
00:59:32.186 --> 00:59:33.908
I would say half the time or less.

1438
00:59:34.348 --> 00:59:35.369
Those are winning audiences,

1439
00:59:35.689 --> 00:59:36.170
usually less.

1440
00:59:37.298 --> 00:59:38.719
So we can test that as well.

1441
00:59:38.859 --> 00:59:39.039
But

1442
00:59:39.619 --> 00:59:41.821
I want to start with those three,

1443
00:59:41.841 --> 00:59:43.802
the custom segments based on search terms,

1444
00:59:44.762 --> 00:59:45.583
based on URL,

1445
00:59:45.603 --> 00:59:47.944
and then the lookalike audiences of sorts.

1446
00:59:48.644 --> 00:59:50.045
Then once you really scale,

1447
00:59:50.046 --> 00:59:54.347
so we've done this with a hair care brand or with CPG brands.

1448
00:59:55.108 --> 00:59:57.929
After a while and after there's a ton of data in the account,

1449
00:59:58.830 --> 01:00:00.290
then you can open it up and just be like,

1450
01:00:00.811 --> 01:00:00.951
hey,

1451
01:00:01.351 --> 01:00:06.474
people 25 to 54 or females 35 to 65 or whatever.

1452
01:00:07.098 --> 01:00:09.379
Because then the algorithm kind of knows who your shopper is.

1453
01:00:09.440 --> 01:00:10.260
But in the beginning,

1454
01:00:10.340 --> 01:00:11.941
I definitely want to focus and target.

1455
01:00:13.022 --> 01:00:13.942
Can we talk about,

1456
01:00:13.962 --> 01:00:15.723
and we're getting to the top of the hour,

1457
01:00:16.223 --> 01:00:17.104
but mistakes.

1458
01:00:17.184 --> 01:00:20.486
What are some of the mistakes that brands are doing?

1459
01:00:22.407 --> 01:00:22.527
Yeah,

1460
01:00:22.567 --> 01:00:23.068
great question.

1461
01:00:23.148 --> 01:00:26.530
So one of the biggest mistakes is on the creative side.

1462
01:00:26.531 --> 01:00:33.874
So they're not understanding the creative requirements and what makes for a great YouTube ad.

1463
01:00:34.442 --> 01:00:42.324
Very rarely can you take an ad exactly from Meta or certainly from TikTok or Instagram and run that just like it is on

1464
01:00:42.945 --> 01:00:44.485
YouTube. The exception being YouTube Shorts.

1465
01:00:44.505 --> 01:00:46.726
It can often translate directly to YouTube Shorts.

1466
01:00:46.766 --> 01:00:52.388
But YouTube Shorts isn't the most effective part of YouTube and it's certainly not where there's the most scale.

1467
01:00:53.088 --> 01:00:53.408
And so,

1468
01:00:53.788 --> 01:00:54.008
you know,

1469
01:00:54.009 --> 01:00:56.069
what you got to keep in mind there for YouTube is generally speaking,

1470
01:00:56.070 --> 01:00:59.870
we like ads that are 45 seconds up to about three minutes long.

1471
01:01:00.390 --> 01:01:01.631
So you got to remember with YouTube,

1472
01:01:01.632 --> 01:01:03.292
the ad does all the heavy lifting.

1473
01:01:03.392 --> 01:01:06.273
There's no really other text or other things to look at.

1474
01:01:06.934 --> 01:01:09.055
You're not seeing much of the social proof like you're seeing,

1475
01:01:09.075 --> 01:01:09.235
you know,

1476
01:01:09.236 --> 01:01:11.496
with clicks and likes and comments and stuff like that.

1477
01:01:12.497 --> 01:01:13.937
So the video has to do all the work.

1478
01:01:13.938 --> 01:01:15.078
So it's got to be a little bit longer.

1479
01:01:15.538 --> 01:01:16.559
It's got to have a clear hook,

1480
01:01:16.919 --> 01:01:17.720
clear product demo,

1481
01:01:18.360 --> 01:01:19.240
clear social proof,

1482
01:01:19.320 --> 01:01:20.081
clear call to action.

1483
01:01:20.082 --> 01:01:20.961
It's got to have those elements.

1484
01:01:21.001 --> 01:01:23.263
So the biggest mistake is the creative.

1485
01:01:23.264 --> 01:01:23.723
They take a

1486
01:01:24.063 --> 01:01:25.664
15 second ad that works on meta,

1487
01:01:26.244 --> 01:01:27.345
try to run it on YouTube,

1488
01:01:27.346 --> 01:01:28.185
and then they're disappointed.

1489
01:01:28.425 --> 01:01:29.506
So that's number one.

1490
01:01:30.374 --> 01:01:32.956
The second part is not understanding measurement,

1491
01:01:33.096 --> 01:01:33.277
right?

1492
01:01:33.278 --> 01:01:34.558
It's not understanding that

1493
01:01:35.298 --> 01:01:37.720
YouTube really isn't a click-based platform,

1494
01:01:37.800 --> 01:01:38.021
right?

1495
01:01:38.022 --> 01:01:40.643
So if you're just looking at click-based conversions,

1496
01:01:40.683 --> 01:01:41.404
direct conversions,

1497
01:01:41.405 --> 01:01:43.465
you're gonna be disappointed almost without question.

1498
01:01:43.746 --> 01:01:44.927
There are some exceptions,

1499
01:01:44.967 --> 01:01:46.508
but almost without question,

1500
01:01:46.528 --> 01:01:47.409
you're gonna be disappointed.

1501
01:01:47.429 --> 01:01:53.554
And understanding that the real impact of YouTube is part direct conversions,

1502
01:01:54.295 --> 01:01:55.656
part search lift,

1503
01:01:55.816 --> 01:01:57.197
so more people searching for your brand,

1504
01:01:57.858 --> 01:01:58.098
part

1505
01:01:58.338 --> 01:02:00.419
lift on other channels like

1506
01:02:00.819 --> 01:02:02.739
Amazon and retail stores if you're there.

1507
01:02:03.279 --> 01:02:06.780
And then it's a lift in direct unattributed sales to your .com.

1508
01:02:06.840 --> 01:02:10.821
And so the number two biggest issue is not measuring it properly.

1509
01:02:12.022 --> 01:02:13.182
Because if you don't measure it properly,

1510
01:02:13.282 --> 01:02:16.083
you're going to make mistakes in optimization and things like that.

1511
01:02:16.703 --> 01:02:19.644
And then the third mistake is just not really understanding how to set up the campaign.

1512
01:02:19.724 --> 01:02:21.564
So it goes back to what we were talking about before.

1513
01:02:22.485 --> 01:02:23.485
It's audience targeting.

1514
01:02:24.205 --> 01:02:27.606
It's getting the right mix of view campaigns and conversion campaigns.

1515
01:02:28.670 --> 01:02:35.233
And really giving them kind of enough runway and enough budget to kind of get them going.

1516
01:02:35.373 --> 01:02:37.354
You don't have to spend millions of dollars in testing,

1517
01:02:37.394 --> 01:02:40.215
but you do have to give it enough time to kind of see the results.

1518
01:02:43.877 --> 01:02:44.117
Hey,

1519
01:02:44.217 --> 01:02:45.678
Kevin King and Norm Farrar here.

1520
01:02:45.718 --> 01:02:48.059
If you've been enjoying this episode of Marketing Misfits,

1521
01:02:48.219 --> 01:02:49.379
thanks for listening this far.

1522
01:02:49.999 --> 01:02:50.640
Continue listening.

1523
01:02:50.641 --> 01:02:52.340
We've got some more valuable stuff coming up.

1524
01:02:52.681 --> 01:02:55.842
Be sure to hit that subscribe button if you're listening to this on your favorite.

1525
01:02:56.250 --> 01:02:57.070
podcast player,

1526
01:02:57.130 --> 01:02:59.111
or if you're watching this on YouTube or Spotify,

1527
01:02:59.291 --> 01:03:03.952
make sure you subscribe to our channel because you don't want to miss a single episode of the Marketing Misfits.

1528
01:03:04.192 --> 01:03:05.052
Have you subscribed yet,

1529
01:03:05.093 --> 01:03:05.273
Norm?

1530
01:03:05.953 --> 01:03:06.113
Well,

1531
01:03:06.193 --> 01:03:07.633
this is an old guy alert.

1532
01:03:08.213 --> 01:03:10.194
Should I subscribe to my own podcast?

1533
01:03:11.314 --> 01:03:11.534
Yeah,

1534
01:03:11.554 --> 01:03:14.095
but what if you forget to show up one time and it's just me on here?

1535
01:03:14.235 --> 01:03:15.175
You're not going to know what I say.

1536
01:03:16.436 --> 01:03:18.976
I'll buy you a beard and you can sit in my chair too.

1537
01:03:19.837 --> 01:03:21.477
You can go back and forth with one another.

1538
01:03:22.857 --> 01:03:23.398
Yikes!

1539
01:03:25.582 --> 01:03:26.622
That being said,

1540
01:03:27.203 --> 01:03:28.763
don't forget to subscribe,

1541
01:03:29.544 --> 01:03:29.944
share it.

1542
01:03:30.564 --> 01:03:30.704
Oh,

1543
01:03:30.944 --> 01:03:32.525
and if you really like this content,

1544
01:03:33.045 --> 01:03:34.045
somewhere up there,

1545
01:03:34.646 --> 01:03:35.446
there's a banner.

1546
01:03:35.586 --> 01:03:39.808
Click on it and you'll go to another episode of the Marketing Misfits.

1547
01:03:40.848 --> 01:03:44.150
Make sure you don't miss a single episode because you don't want to be like Norm.

1548
01:03:50.912 --> 01:03:51.393
All right.

1549
01:03:51.753 --> 01:03:52.573
So now,

1550
01:03:52.833 --> 01:03:53.553
K-squared,

1551
01:03:54.134 --> 01:03:54.814
any question?

1552
01:03:55.815 --> 01:03:55.935
No,

1553
01:03:56.076 --> 01:03:58.325
I think we could keep going for a while.

1554
01:03:58.525 --> 01:03:58.706
Yeah,

1555
01:03:58.847 --> 01:03:59.329
absolutely.

1556
01:04:00.029 --> 01:04:01.831
I think this has been helpful.

1557
01:04:02.092 --> 01:04:02.612
This has been great,

1558
01:04:02.652 --> 01:04:03.013
Brett.

1559
01:04:03.014 --> 01:04:03.593
Appreciate it.

1560
01:04:03.954 --> 01:04:04.294
Awesome.

1561
01:04:04.454 --> 01:04:04.654
Thanks,

1562
01:04:04.714 --> 01:04:05.055
fellas.

1563
01:04:05.335 --> 01:04:07.497
Always good to hang with you guys.

1564
01:04:07.718 --> 01:04:10.681
And I love talking marketing and talking YouTube.

1565
01:04:10.721 --> 01:04:11.862
I could just keep going and going.

1566
01:04:11.863 --> 01:04:12.403
So this is fun.

1567
01:04:12.943 --> 01:04:13.063
Well,

1568
01:04:13.644 --> 01:04:17.729
people want to know more about what your company does and the performance marketing and all that stuff.

1569
01:04:18.289 --> 01:04:21.713
Is it omgcommerce.com or what's the best way to follow the shop?

1570
01:04:22.381 --> 01:04:22.621
Yeah,

1571
01:04:22.622 --> 01:04:23.462
omgcommerce.com.

1572
01:04:23.463 --> 01:04:24.423
I'm also on LinkedIn.

1573
01:04:24.483 --> 01:04:25.804
So I post pretty regularly on LinkedIn,

1574
01:04:25.884 --> 01:04:27.686
Brett Curry on LinkedIn.

1575
01:04:27.786 --> 01:04:28.647
But yeah,

1576
01:04:28.707 --> 01:04:30.728
we've got a full service Amazon department.

1577
01:04:30.729 --> 01:04:32.150
So if you need help with Amazon growth,

1578
01:04:32.370 --> 01:04:33.551
we can certainly chat.

1579
01:04:33.571 --> 01:04:35.132
We got retention marketing,

1580
01:04:35.192 --> 01:04:35.913
email and SMS.

1581
01:04:35.914 --> 01:04:36.393
And then of course,

1582
01:04:36.394 --> 01:04:37.414
like we talked about today,

1583
01:04:38.155 --> 01:04:38.976
Google and YouTube.

1584
01:04:39.116 --> 01:04:40.357
And those are generally,

1585
01:04:40.617 --> 01:04:40.857
you know,

1586
01:04:41.078 --> 01:04:43.720
whether you're an Amazon first brand or an omni-channel brand,

1587
01:04:44.360 --> 01:04:48.864
a lot of people just aren't leveraging Google or YouTube the way that they should.

1588
01:04:48.884 --> 01:04:49.145
And so

1589
01:04:49.725 --> 01:04:49.845
Yeah,

1590
01:04:49.965 --> 01:04:50.465
happy to chat.

1591
01:04:50.466 --> 01:04:56.209
I've got some free resources on how to run YouTube ads and examples of winning YouTube ads.

1592
01:04:56.210 --> 01:05:00.931
And I'm happy to give you guys a link to that you can share with your audience and you can get that on the website as well.

1593
01:05:01.691 --> 01:05:06.594
And then happy to do a free strategic session with you to talk how YouTube can work for your brand.

1594
01:05:06.774 --> 01:05:07.595
Does that count for us?

1595
01:05:09.416 --> 01:05:11.217
We've only said an hour,

1596
01:05:11.637 --> 01:05:11.837
Norm.

1597
01:05:12.257 --> 01:05:29.772
okay hey anytime anytime the misfits want to talk youtube i'm ready ready for a free strategy session for you guys for fantastic now i have one last question for you sure when well at the end of every podcast we like to ask our misfit if

1598
01:05:29.872 --> 01:05:41.321
they know a misfit yeah so uh man one guy that i think you guys should definitely talk to is a guy named jordan west he runs a podcast called scaling my e-commerce

1599
01:05:41.421 --> 01:06:01.967
brand um but he's big in the tick tock shops and that's one of those things where you know he and he even mentioned this like tick tock and amazon man they go together well and so jordan west would be the misfit that i would recommend to you guys all right fantastic okay

1600
01:06:01.987 --> 01:06:11.109
i think that wraps it up what would you say kev that's been good uh always like talking uh alternative channels and youtube like you said i think is uh

1601
01:06:11.349 --> 01:06:14.131
the untapped gold mine right now that a lot of people are sleeping on.

1602
01:06:14.851 --> 01:06:15.872
Stop sleeping on YouTube.

1603
01:06:16.492 --> 01:06:16.612
Yep.

1604
01:06:16.933 --> 01:06:17.333
I agree.

1605
01:06:17.553 --> 01:06:17.953
I agree.

1606
01:06:18.474 --> 01:06:18.974
Double down.

1607
01:06:18.994 --> 01:06:20.675
And that's what we're doing here at the Misfits.

1608
01:06:20.715 --> 01:06:24.197
And Norm and I are doing in our company is we had this discussion like a month ago.

1609
01:06:24.198 --> 01:06:24.457
I was like,

1610
01:06:24.458 --> 01:06:25.838
we need to forget all this other,

1611
01:06:26.058 --> 01:06:26.619
not forget,

1612
01:06:26.679 --> 01:06:31.222
but de-emphasize a lot of this other stuff and like really double down hard on YouTube.

1613
01:06:31.342 --> 01:06:31.622
And that's,

1614
01:06:31.802 --> 01:06:32.602
that's what we're doing.

1615
01:06:32.622 --> 01:06:34.624
That's as Norm has said with the test,

1616
01:06:34.644 --> 01:06:35.364
he's already started.

1617
01:06:36.385 --> 01:06:36.665
Love it.

1618
01:06:37.121 --> 01:06:37.421
Love it.

1619
01:06:37.681 --> 01:06:37.962
Awesome.

1620
01:06:38.282 --> 01:06:38.402
Well,

1621
01:06:38.403 --> 01:06:38.842
thanks so much,

1622
01:06:38.882 --> 01:06:39.142
fellas.

1623
01:06:39.182 --> 01:06:39.743
Really enjoyed it.

1624
01:06:40.123 --> 01:06:40.523
All right.

1625
01:06:40.743 --> 01:06:41.724
We'll talk to you soon.

1626
01:06:42.084 --> 01:06:42.524
Thank you.

1627
01:06:42.764 --> 01:06:43.145
Thanks.

1628
01:06:45.546 --> 01:06:45.706
There,

1629
01:06:45.726 --> 01:06:46.667
I just did my job.

1630
01:06:46.947 --> 01:06:47.467
Look at that.

1631
01:06:47.827 --> 01:06:48.788
I know you hit the button.

1632
01:06:48.868 --> 01:06:50.349
You didn't have to like get used to it.

1633
01:06:50.629 --> 01:06:51.269
Which one is it?

1634
01:06:51.289 --> 01:06:51.950
Which one is it?

1635
01:06:52.090 --> 01:06:52.270
You,

1636
01:06:52.370 --> 01:06:52.490
you,

1637
01:06:52.590 --> 01:06:53.070
you got it.

1638
01:06:54.071 --> 01:06:54.351
You know,

1639
01:06:54.431 --> 01:06:57.173
you're getting even smarter as you age stream deck.

1640
01:06:57.293 --> 01:06:57.993
That's what it is.

1641
01:06:58.073 --> 01:06:59.334
It's just that button.

1642
01:07:00.855 --> 01:07:02.256
I have one of those stream decks right,

1643
01:07:02.396 --> 01:07:02.636
right,

1644
01:07:02.816 --> 01:07:03.336
right here.

1645
01:07:04.621 --> 01:07:25.250
and i haven't even set it up yet it's just sitting here hey i know you too well i can be cool like you and i can like hit buttons and and have alternate angles and everything yeah i know you so well mr king like you i know you have a computer a new mac computer still sitting in a box from you

1646
01:07:25.450 --> 01:07:32.973
know whatever a humidor just sitting there i mean you've got so many things that you buy and put it this way

1647
01:07:33.877 --> 01:07:39.140
You are the premium high-end hoarder.

1648
01:07:41.702 --> 01:07:46.184
You've got all these incredible $1,000 robots kicking around.

1649
01:07:46.264 --> 01:07:49.626
And it's never once,

1650
01:07:49.666 --> 01:07:51.827
that robot has never once asked me for a drink.

1651
01:07:52.127 --> 01:07:52.668
Do you know what,

1652
01:07:52.748 --> 01:07:52.968
though,

1653
01:07:52.988 --> 01:07:53.488
that's cool,

1654
01:07:53.548 --> 01:07:53.748
though,

1655
01:07:54.068 --> 01:07:54.929
that I just thought,

1656
01:07:54.989 --> 01:07:55.549
speaking of?

1657
01:07:56.290 --> 01:07:58.651
So you know how sometimes a box will show up,

1658
01:07:58.691 --> 01:08:00.492
like this just happened with you?

1659
01:08:02.133 --> 01:08:02.373
Actually,

1660
01:08:02.374 --> 01:08:02.773
you know what?

1661
01:08:03.273 --> 01:08:04.574
I'll tell this on the next podcast.

1662
01:08:04.594 --> 01:08:05.614
It's a good opening story.

1663
01:08:06.155 --> 01:08:06.995
We'll save that for it.

1664
01:08:06.996 --> 01:08:08.816
So that's our open loop.

1665
01:08:08.916 --> 01:08:09.496
That's our hook.

1666
01:08:09.916 --> 01:08:12.037
I've got a great story that you're going to really love,

1667
01:08:12.077 --> 01:08:12.337
Norm,

1668
01:08:12.917 --> 01:08:13.078
that

1669
01:08:13.558 --> 01:08:15.579
I'll share on next week's podcast.

1670
01:08:15.599 --> 01:08:19.500
So if you like what we're talking about here on the Marketing Misfits,

1671
01:08:19.580 --> 01:08:20.861
make sure you go back and check out the channel.

1672
01:08:20.901 --> 01:08:22.081
We're almost a year old now.

1673
01:08:22.561 --> 01:08:25.603
So we're coming up on about 50 episodes.

1674
01:08:25.604 --> 01:08:28.124
We don't have 300 or whatever Brett said he's got yet,

1675
01:08:28.184 --> 01:08:30.165
but we'll get there.

1676
01:08:30.225 --> 01:08:31.065
We'll get there one of these days.

1677
01:08:31.565 --> 01:08:31.765
Um,

1678
01:08:31.805 --> 01:08:33.828
but go back and check out some of the other episodes.

1679
01:08:33.829 --> 01:08:35.269
There's some awesome content in there.

1680
01:08:35.289 --> 01:08:35.409
And,

1681
01:08:35.410 --> 01:08:35.669
you know,

1682
01:08:35.729 --> 01:08:36.150
sometimes

1683
01:08:37.251 --> 01:08:39.714
I need to go back and actually just like review them ourselves.

1684
01:08:39.754 --> 01:08:40.715
We're on them live,

1685
01:08:40.716 --> 01:08:41.976
but sometimes I'm taking some notes.

1686
01:08:41.996 --> 01:08:44.158
Like I took a note on some couple of things that Brett said,

1687
01:08:44.639 --> 01:08:45.700
but just to go back and like,

1688
01:08:45.780 --> 01:08:47.542
listen to them and read the transcript,

1689
01:08:48.382 --> 01:08:48.603
uh,

1690
01:08:48.623 --> 01:08:49.363
is valuable.

1691
01:08:49.464 --> 01:08:52.126
And pretty soon we're going to have something for all of you.

1692
01:08:52.827 --> 01:08:53.167
That's right.

1693
01:08:53.187 --> 01:08:55.670
It's the marketing misfits newsletter.

1694
01:08:56.178 --> 01:09:00.761
So we're going to actually be taking a lot of this content and expanding on it and actually some other stuff.

1695
01:09:01.362 --> 01:09:05.144
We'll be able to get a weekly newsletter from the marketing misfits with some cool stuff.

1696
01:09:05.164 --> 01:09:07.146
So watch for that announcement coming soon.

1697
01:09:08.167 --> 01:09:08.947
It's going to be really,

1698
01:09:08.987 --> 01:09:09.427
really cool.

1699
01:09:09.868 --> 01:09:10.328
Don't you agree,

1700
01:09:10.348 --> 01:09:10.508
Norm?

1701
01:09:10.908 --> 01:09:13.430
It's so new that I don't even know about it.

1702
01:09:17.253 --> 01:09:19.414
Your picture is just right there on the front of it.

1703
01:09:19.515 --> 01:09:20.215
All right.

1704
01:09:20.275 --> 01:09:20.495
Okay.

1705
01:09:20.815 --> 01:09:21.476
Oh,

1706
01:09:21.556 --> 01:09:21.796
people.

1707
01:09:21.896 --> 01:09:24.358
And we're just you're just the mannequin at the front.

1708
01:09:24.642 --> 01:09:24.882
Right,

1709
01:09:24.922 --> 01:09:25.182
right,

1710
01:09:25.242 --> 01:09:25.422
right.

1711
01:09:25.423 --> 01:09:25.862
Of course.

1712
01:09:26.163 --> 01:09:27.523
But I'm so glad to hear,

1713
01:09:27.943 --> 01:09:29.544
and this is at the end of this podcast,

1714
01:09:29.584 --> 01:09:31.384
but that you put my picture back up.

1715
01:09:31.724 --> 01:09:32.064
That's good.

1716
01:09:32.065 --> 01:09:32.284
Thank you.

1717
01:09:33.865 --> 01:09:34.065
Even

1718
01:09:34.685 --> 01:09:35.966
I scratched out your eyes.

1719
01:09:36.366 --> 01:09:36.826
Yeah.

1720
01:09:36.906 --> 01:09:37.186
You know,

1721
01:09:37.187 --> 01:09:40.307
in some of the Arab countries where they scratch out the eyes of the Christians,

1722
01:09:40.827 --> 01:09:43.408
I had a guy come back out and put your eyes back for you too.

1723
01:09:43.588 --> 01:09:43.908
Good.

1724
01:09:43.968 --> 01:09:45.949
And not on the dartboard anymore,

1725
01:09:45.969 --> 01:09:46.089
huh?

1726
01:09:46.090 --> 01:09:47.589
Not on the dartboard anymore.

1727
01:09:47.590 --> 01:09:47.809
Okay,

1728
01:09:47.929 --> 01:09:48.329
very good.

1729
01:09:48.769 --> 01:09:49.210
All right.

1730
01:09:49.650 --> 01:09:50.510
That's the end of this.

1731
01:09:50.670 --> 01:09:51.611
podcast.

1732
01:09:51.651 --> 01:09:52.811
So make sure you subscribe.

1733
01:09:52.831 --> 01:09:58.935
Make sure you check out the rest on this channel or if you're listening on Apple Podcast or Spotify,

1734
01:09:59.855 --> 01:10:01.536
check out some of the other episodes too.

1735
01:10:01.596 --> 01:10:04.338
Hit that subscribe button and you can leave us a comment down at the bottom.

1736
01:10:04.378 --> 01:10:05.078
Tell us what you think.

1737
01:10:07.779 --> 01:10:11.181
Tell me if Norm was too mean to me this time or if I need to be meaner to Norm.

1738
01:10:12.562 --> 01:10:14.963
So that next episode

1739
01:10:15.684 --> 01:10:16.304
I can get even.

1740
01:10:17.225 --> 01:10:17.625
All right.

1741
01:10:17.745 --> 01:10:18.425
Very good.

1742
01:10:18.865 --> 01:10:19.126
All right,

1743
01:10:19.166 --> 01:10:19.606
everybody.

1744
01:10:20.206 --> 01:10:20.326
Oh,

1745
01:10:20.447 --> 01:10:23.890
and where can people find our podcast?

1746
01:10:24.030 --> 01:10:27.993
They can just look for marketingmisfits.co.

1747
01:10:28.594 --> 01:10:28.714
See,

1748
01:10:28.794 --> 01:10:29.755
I'm learning.

1749
01:10:29.955 --> 01:10:31.397
I'm getting smarter in my old age,

1750
01:10:31.437 --> 01:10:32.037
too.

1751
01:10:32.038 --> 01:10:32.498
Absolutely.

1752
01:10:32.499 --> 01:10:34.159
Marketingmisfits.co,

1753
01:10:34.259 --> 01:10:34.860
not .com,

1754
01:10:34.920 --> 01:10:35.520
but .co.

1755
01:10:36.321 --> 01:10:38.823
You can always find the latest and greatest right there.

1756
01:10:39.304 --> 01:10:39.664
All right,

1757
01:10:39.684 --> 01:10:40.265
fantastic.

1758
01:10:40.266 --> 01:10:40.545
All right,

1759
01:10:40.565 --> 01:10:40.945
everybody,

1760
01:10:41.165 --> 01:10:42.867
we will see you next week.

1761
01:10:43.327 --> 01:10:44.188
Peace.

1762
01:10:44.189 --> 01:10:44.649
Peace.

1763
01:10:50.458 --> 01:10:50.590
And