Analyzing Audience Segments | Scaling Performance Max Campaigns for eCommerce Part 2 -

JOHN: 00:00:10

What's funny is the YouTube against even performance max performance.

JOHN: 00:00:14

Max ate up the YouTube budget, which meant YouTube work though.

JOHN: 00:00:18

so what's interesting about it is YouTube.

JOHN: 00:00:20

Whether it's inside a performance max or YouTube on its own, I still think

JOHN: 00:00:23

those are the two best areas to scale.

JOHN: 00:00:26

If we're being held accountable to sales growth, should we run display?

JOHN: 00:00:29

Yeah.

JOHN: 00:00:30

Should we run?

JOHN: 00:00:30

Discover?

JOHN: 00:00:30

Absolutely.

JOHN: 00:00:32

Are you going to save a dying client?

JOHN: 00:00:34

That's trying to expand with you.

JOHN: 00:00:37

Fairly tight budgets or fairly, strict Roaz no, this life event, these new

JOHN: 00:00:42

audience segmentations that Google is continuously pumping out because

JOHN: 00:00:45

I believe the advancements of topics API is going to kick in next year.

JOHN: 00:00:48

Very, very, very strongly.

JOHN: 00:00:49

So we wanna test these as much as we possibly can.

JOHN: 00:00:52

But what's interesting here is I have a life event of someone who

JOHN: 00:00:56

recently added a dog to their.

JOHN: 00:00:59

Like that is pretty scary specific.

JOHN: 00:01:01

Yeah.

JOHN: 00:01:01

So there's a lot of new audience segmentations.

JOHN: 00:01:04

YouTube is super powerful.

JOHN: 00:01:05

It's, honestly the best.

JOHN: 00:01:06

It's the most powerful way that I've seen that e-commerce works.

JOHN: 00:01:09

There's so much more lift here that comes also alongside of this

JOHN: 00:01:13

than what even Google could see.

JOHN: 00:01:19

Sorry.

JOHN: 00:01:20

Yeah.

JOHN: 00:01:20

There's a question from from Regina saying, are you saying we should

JOHN: 00:01:23

consider GSP only after there's a lot of recent and frequent conversion history?

JOHN: 00:01:30

I actually don't.

JOHN: 00:01:31

That's discover.

JOHN: 00:01:32

So GSP is part of now discovery.

JOHN: 00:01:34

So the discover campaign that you would choose if you were to launch a new

JOHN: 00:01:38

campaign and go into, let's say like sales and, choose your, Conversion

JOHN: 00:01:43

actions and then discovery here.

JOHN: 00:01:45

Discovery is good.

JOHN: 00:01:46

The problem with those says, Hey, we run ads on YouTube and then Gmail and the

JOHN: 00:01:51

discover network, which is a homepage and more, there is like a little bit

JOHN: 00:01:54

of, app app and games display on there.

JOHN: 00:01:56

So, which is why I don't like it.

JOHN: 00:01:57

The one problem that I found with this though, is that this Gmail,

JOHN: 00:02:02

when they took GSP and shoved it into discovery, they killed discovery.

JOHN: 00:02:06

I would love to have YouTube.

JOHN: 00:02:07

I would love to have discover that would be my, bread and butter.

JOHN: 00:02:10

The small issue that I've seen every single time is when I try to

JOHN: 00:02:14

crank up discover I can be half as effective as YouTube only because

JOHN: 00:02:19

the clicks and the engagement that YouTube is basing its scalability on.

JOHN: 00:02:24

Are people opening up the Gmail ad?

JOHN: 00:02:26

They're not actually going to the site.

JOHN: 00:02:29

Specifically, if you, mark your inbox as red, I guess maybe that's probably,

JOHN: 00:02:34

what's counting that, as an open, the issue though is when GSP was

JOHN: 00:02:37

on its own, I had 70% clickthrough rates, but the clickthrough rate

JOHN: 00:02:41

was measured when they opened up the email, not when they visited the site.

JOHN: 00:02:45

So I clickthrough rates were really high by engagement was really high.

JOHN: 00:02:49

my website visits were really low.

JOHN: 00:02:50

My row as, and sales were terrible.

JOHN: 00:02:52

I think my me personally, and this is someone that's probably be better at

JOHN: 00:02:57

running discovery as, than I am, but when I've ran the same audiences between

JOHN: 00:03:01

discovery and video, and I've only done it a few times though, it video, click

JOHN: 00:03:05

conversions, vastly outpaced the discovery network only because I think it, 80%

JOHN: 00:03:10

of the spend went to our saw engagement was people opening up Gmail ads.

JOHN: 00:03:14

So I wouldn't actually run discovery.

JOHN: 00:03:17

I would actually run.

JOHN: 00:03:19

YouTube first.

JOHN: 00:03:20

And does that answer the question, Regina?

JOHN: 00:03:22

Yeah.

JOHN: 00:03:22

Did you test the Gmail with like impulse byproducts or things

JOHN: 00:03:26

that people were looking for?

JOHN: 00:03:27

Okay.

JOHN: 00:03:28

Yeah, it did sub $20 products and then we're already spending half million

JOHN: 00:03:32

dollars a month on in everything else.

JOHN: 00:03:34

Gotcha.

JOHN: 00:03:35

So you're saying YouTube outbound before you would.

JOHN: 00:03:39

Invest in Gmail ads basically.

JOHN: 00:03:42

you can't run Gmail ads only by itself now is that is discover right?

JOHN: 00:03:46

And discover.

JOHN: 00:03:47

We just found like, I, would rather be on the discovered network

JOHN: 00:03:50

itself and YouTube image ads.

JOHN: 00:03:53

The problem is they just, you now inherently get a fatty network that needs

JOHN: 00:03:57

up all to spend, which is Gmail, Uhhuh

JOHN: 00:03:59

And so that's the part.

JOHN: 00:04:00

I don't think Gmail's good.

JOHN: 00:04:02

Gmail ads, I don't think are, are good at all.

JOHN: 00:04:04

I think Google's way to email mark to a person, but then it's like,

JOHN: 00:04:07

they stuck in the promotions tab.

JOHN: 00:04:08

So now it's not even in your inbox anymore and people don't go there,

JOHN: 00:04:12

click on those or open them.

JOHN: 00:04:14

The problem is that they do, for some reason, get a really high

JOHN: 00:04:17

amount of engagement that just never equates to a site visit.

JOHN: 00:04:20

So click their rate on Gmail.

JOHN: 00:04:21

Isn't click of do they open up the email and then go to the site.

JOHN: 00:04:25

It's do they open up the email and then delete it?

JOHN: 00:04:28

And it's like 70%.

JOHN: 00:04:29

Well, that's not good.

JOHN: 00:04:30

and then we're spending per click on.

JOHN: 00:04:33

Yeah.

JOHN: 00:04:33

personally, the Gmail ads have worked for me and I never interact with ads.

JOHN: 00:04:38

So yeah, I'm impartial towards Gmail because it's worked for me, but

JOHN: 00:04:42

only with like clothing brands that I've previously bought from that

JOHN: 00:04:47

have really great creatives, right?

JOHN: 00:04:49

Like new clothing, fresh clothing to look at.

JOHN: 00:04:52

Yeah.

JOHN: 00:04:52

you said that previously bought from, so it's an engaged.

JOHN: 00:04:55

Yeah, I guess I was remarketed too.

JOHN: 00:04:56

Yeah, yeah.

JOHN: 00:04:57

A hundred percent there.

JOHN: 00:04:58

I, for that kind of stuff, I would absolutely agree performance.

JOHN: 00:05:01

Max does that.

JOHN: 00:05:01

Now they'll send a Gmail ad to, an engaged user, which I absolutely agree if we're

JOHN: 00:05:06

talking about cold traffic expansion.

JOHN: 00:05:07

I would do YouTube first.

JOHN: 00:05:09

Oh, okay.

JOHN: 00:05:10

Got it.

JOHN: 00:05:10

All right.

JOHN: 00:05:11

Thanks now the we're testing this right now within our company.

JOHN: 00:05:15

It's a very large brand.

JOHN: 00:05:16

It's very well known.

JOHN: 00:05:17

We did YouTube.

JOHN: 00:05:18

It was a spec campaign we're still running with, did YouTube discovery and

JOHN: 00:05:21

performance max performance max, two Xed what YouTube could and leave flow is

JOHN: 00:05:26

good and leave flow is valid and they're actually at like a 30 to 40% buy rate.

JOHN: 00:05:29

So what's funny is the YouTube against even performance max

JOHN: 00:05:34

max ate up the YouTube budget, which meant YouTube work though.

JOHN: 00:05:38

so what's interesting about it as YouTube, whether it's inside a

JOHN: 00:05:40

performance max or YouTube on its own.

JOHN: 00:05:42

I still think those are the two.

JOHN: 00:05:44

Best areas to scale if we're being held accountable to sales and

JOHN: 00:05:47

Roaz that's the deciding factor.

JOHN: 00:05:49

Should we run display?

JOHN: 00:05:50

Yeah.

JOHN: 00:05:50

Should we run, discover?

JOHN: 00:05:51

Absolutely.

JOHN: 00:05:53

Are you going to save a dying client?

JOHN: 00:05:55

That's trying to expand with, fairly tight budgets or fairly, strict Roaz no YouTube

JOHN: 00:06:01

can, and we've done that a few times.

JOHN: 00:06:04

So that's, one of the areas that I think that discovery.

JOHN: 00:06:07

If they remove Gmail, my opinion be just as formidable as YouTube.

JOHN: 00:06:11

Honestly it would be amazing.

JOHN: 00:06:13

Sorry for the millions of questions.

JOHN: 00:06:15

Is there a way to run Gmail remarketing?

JOHN: 00:06:19

Only, I guess we could run discovery with remarketing if we

JOHN: 00:06:22

wanted to run Gmail, remarketing.

JOHN: 00:06:24

Yeah.

JOHN: 00:06:25

And it could be good for clothing brands or impulse buy products to, do that.

JOHN: 00:06:29

maybe before YouTube, outbound, cuz it's remarketing.

JOHN: 00:06:32

What do you think?

JOHN: 00:06:33

Yeah.

JOHN: 00:06:33

And the problem is you have to identify is that also having the own performance

JOHN: 00:06:36

max and that's where sometimes it's a little bit of a black box where if

JOHN: 00:06:40

you did run your remarketing through discovery, And you're up against

JOHN: 00:06:44

your own performance max campaign.

JOHN: 00:06:45

Does your performance max suffer?

JOHN: 00:06:46

Like if you look at your overall you'll find that sometimes it's like I spent

JOHN: 00:06:50

about the same because I pull out a performance max and put it into discover

JOHN: 00:06:53

and my sales are about the same, even though I have a 200% ROAS on discover.

JOHN: 00:06:57

It's like, well, we didn't really change anything.

JOHN: 00:06:59

We just gotta reallocated the campaign name that that was already happening in.

JOHN: 00:07:03

Anyway, we just pull out performance max stock and its own one gave the same amount

JOHN: 00:07:05

of budget and the same thing happened.

JOHN: 00:07:07

So I think That's gonna be a different topic for a different day was like how to

JOHN: 00:07:10

kind of more engage in existing audience.

JOHN: 00:07:13

But yeah, that, that would work there.

JOHN: 00:07:15

Well, just we'd have to run the test because we can't actually physically see

JOHN: 00:07:19

the GSP, I guess performance inside of performance max, usually though, because

JOHN: 00:07:22

performance max goes shopping or search heavy or even just YouTube itself.

JOHN: 00:07:26

So it would be a good test to run a discovery campaign to an engaged audience.

JOHN: 00:07:31

If you're okay with trying, if it's coming out that that remarketing audience

JOHN: 00:07:35

is less of a CPA than a new customer, which sometimes that doesn't happen.

JOHN: 00:07:39

Your CPA and remarketing sometimes is like 20% higher than new customer demand.

JOHN: 00:07:42

If new customer demand's heavy.

JOHN: 00:07:44

So people are trying to buy a product at a good competitive price, and you're getting

JOHN: 00:07:47

those good row as good CPA conversions.

JOHN: 00:07:50

And then we stick on discovery though.

JOHN: 00:07:52

And we find out that trying to engage in a previously now uninterested.

JOHN: 00:07:56

is a waste of money.

JOHN: 00:07:57

So just always measure those two things inside of the YouTube audiences.

JOHN: 00:08:02

One of the audience, the new audience types that we've used for performance max.

JOHN: 00:08:07

Work well inside of their own respective channels.

JOHN: 00:08:10

So for example we have this obviously pet company here, and what we've

JOHN: 00:08:15

seen is that when I've tested, I'll go back to kind of day one.

JOHN: 00:08:18

I forget exactly what we launched it wasn't a long ago.

JOHN: 00:08:20

Yeah.

JOHN: 00:08:20

It's August four.

JOHN: 00:08:21

So we've only been running 15 days, but what it's really interesting

JOHN: 00:08:24

here is we could draw some, kind of successes so far from where we've

JOHN: 00:08:29

seen our audience be engaged now.

JOHN: 00:08:33

Here for example, I can say this.

JOHN: 00:08:35

Okay.

JOHN: 00:08:35

Cuz this will be blurred out here.

JOHN: 00:08:37

We have two big tests, cats versus dogs.

JOHN: 00:08:41

When we're talking about a pet supply company, both RX, non RX, et cetera.

JOHN: 00:08:45

And there is affinities and also life events.

JOHN: 00:08:49

So there's new kind of audience segmentations.

JOHN: 00:08:51

There's obviously in market there's segmented, which is kind

JOHN: 00:08:54

of what you created yourself.

JOHN: 00:08:56

There's affinity, but there's a new one called life.

JOHN: 00:08:58

That's actually more recent to Google and it was their answer to Facebook crashing

JOHN: 00:09:03

and they say, okay, well, we'll, start to expand into our interest in audience

JOHN: 00:09:06

segmentations, like, Facebook was, and this new life event, one is a gold mine

JOHN: 00:09:12

for, creative ways to scale eCommerce, this life event, these new audience

JOHN: 00:09:17

segmentations that Google is continuously pumping out because I believe.

JOHN: 00:09:20

The advancements of topics, API is going to kick in next year.

JOHN: 00:09:23

Very, very, very strongly.

JOHN: 00:09:24

So we wanna test these as much as we possibly can.

JOHN: 00:09:27

But what's interesting here is I have a life event of someone who recently

JOHN: 00:09:31

added a dog to their household.

JOHN: 00:09:34

Like that is pretty scary, specific.

JOHN: 00:09:36

Like if you have a company that's selling to a person who is owning an animal and

JOHN: 00:09:42

we can tell you that they're gonna be adding it soon, or have recently added

JOHN: 00:09:47

it to their household, what a better way to capitalize on a person based

JOHN: 00:09:51

on what just happened in their life.

JOHN: 00:09:53

This is not a glitch.

JOHN: 00:09:54

I'm interrupting the because I need to remind you that I'm always

JOHN: 00:09:56

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JOHN: 00:09:58

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JOHN: 00:10:01

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JOHN: 00:10:04

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JOHN: 00:10:07

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JOHN: 00:10:11

You can go to so late.com that's S O L eight.com to apply for your

JOHN: 00:10:15

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JOHN: 00:10:17

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JOHN: 00:10:18

Any level of value at all.

JOHN: 00:10:19

Maybe think about giving me a thumbs up and try to do our channel.

JOHN: 00:10:22

That's how we choose the YouTube algorithm.

JOHN: 00:10:24

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JOHN: 00:10:25

If you have questions, comments, concerns, or confessions hit

JOHN: 00:10:27

me below in the comments.

JOHN: 00:10:28

And now back to your regularly scheduled program.

JOHN: 00:10:31

Yeah.

JOHN: 00:10:31

So there's a lot of new audience segmentations.

JOHN: 00:10:34

YouTube is super powerful.

JOHN: 00:10:35

It's, it's honestly the best.

JOHN: 00:10:37

It's the most powerful way that I've seen that e-commerce works.

JOHN: 00:10:40

There's so much more lift here that comes also alongside of this

JOHN: 00:10:44

than what even Google can see.

JOHN: 00:10:45

We already have a video called does my YouTube campaigns work.

JOHN: 00:10:48

So we don't need to actually cover that topic of using, third party

JOHN: 00:10:51

attribution software, such as nor beam not triple oil cuz they're horrible.

JOHN: 00:10:55

But nor beam to see if the view attribution's actually working, this

JOHN: 00:10:59

is actually just click attribution, which is pretty interesting.

JOHN: 00:11:02

Now there's also view through attribution.

JOHN: 00:11:04

This is actually starting to get a little bit more little more powerful.

JOHN: 00:11:08

The all conversion value is my view through conversions.

JOHN: 00:11:10

My conversion values my click through conversions.

JOHN: 00:11:13

And this was interesting.

JOHN: 00:11:15

Here is this is saying, Hey, there's 3,500.

JOHN: 00:11:17

Dollars in click conversion value, but there's 7,863 all together,

JOHN: 00:11:23

which is not 7,800 of only view.

JOHN: 00:11:27

It's 7,800 is $3,500 included in that $7,000 number.

JOHN: 00:11:32

So just, no, it's not 7,800 plus 3,500 it's 7,000 total 3,500

JOHN: 00:11:36

is just in that 7,800 tier.

JOHN: 00:11:38

What's interesting about this is we see that we have $29,000 in costs and $13,000

JOHN: 00:11:42

in convergent value while that's terrible.

JOHN: 00:11:44

Yes.

JOHN: 00:11:45

Now is the.

JOHN: 00:11:47

All conversion, which is view through.

JOHN: 00:11:49

If we don't have Norbu available, we can actually see the all conversions,

JOHN: 00:11:52

the cost for all conversion, the all conversion rate, the all conversion

JOHN: 00:11:55

value, the all conversion value by cost.

JOHN: 00:11:57

we can see all this information here, this is something that we'd

JOHN: 00:12:00

wanna look at and measure just, this is kind of a side thing.

JOHN: 00:12:03

But the cost for all conversion right now is a hundred, $2.

JOHN: 00:12:06

That's basically.

JOHN: 00:12:07

My click and view through K a hundred, two bucks.

JOHN: 00:12:09

That's good.

JOHN: 00:12:09

Because my account overall, I think is 40 with brand.

JOHN: 00:12:14

So this is not bad.

JOHN: 00:12:15

This is not a bad metric here.

JOHN: 00:12:18

When you're talking about cold traffic video with a prescription product,

JOHN: 00:12:21

which means I had to see a video call my vet, schedule the appointment, bring

JOHN: 00:12:26

my dog, go get the prescription, then come back and then go to the website and

JOHN: 00:12:30

open up a new account and buy that's.

JOHN: 00:12:32

What had to happen here from a YouTube.

JOHN: 00:12:34

I can't do that with Gmail for sure.

JOHN: 00:12:35

But I could do this with two because a frequency's high, but I'll,

JOHN: 00:12:38

we'll cover that here in a moment.

JOHN: 00:12:39

But here's what I would say is when you're talking about your audiences in market,

JOHN: 00:12:45

To define in market is the last 14 to 21 days of a spike of recent activities,

JOHN: 00:12:52

signaling to Google that you are in the market for something actively researching

JOHN: 00:12:57

or planning a purchase of something.

JOHN: 00:12:59

That's when you're in the market.

JOHN: 00:13:01

That is a very good bottom of the funnel target for a very top

JOHN: 00:13:06

of the funnel median to attract.

JOHN: 00:13:10

So if you're actively researching or planning a purchase of.

JOHN: 00:13:14

One gallon water bottle.

JOHN: 00:13:17

Perfect.

JOHN: 00:13:17

I'm now gonna show you ads about, have you seen our one gallon water bottle,

JOHN: 00:13:21

cold traffic, but they're in market.

JOHN: 00:13:23

So they're bottom of the funnel and we're using a type of funnel campaign funnels.

JOHN: 00:13:27

Now are pretty much dead in my mind.

JOHN: 00:13:29

I'm just using a, terminology here, I guess, that we could all kind of grasp.

JOHN: 00:13:32

So, what we're looking for is at what point in the sales cycle, does

JOHN: 00:13:36

it make the most amount of sense to put an ad in front of that person?

JOHN: 00:13:40

And then what does that ad say?

JOHN: 00:13:43

So if they're more closer to the purchase decision, we want to have potentially

JOHN: 00:13:48

an incentive, an introductory offer.

JOHN: 00:13:50

Maybe get them to think about like an auto ship in a discount, too, something

JOHN: 00:13:54

that is a little bit more direct response, which is really interesting.

JOHN: 00:13:58

Cause it's not inbound.

JOHN: 00:13:58

It's direct response.

JOHN: 00:13:59

Outbound.

JOHN: 00:14:00

It's amazing.

JOHN: 00:14:01

I love it.

JOHN: 00:14:01

It's so, unique.

JOHN: 00:14:03

But this InMarket audience.

JOHN: 00:14:06

That's what, I don't even think I have any, oh, there's InMarket.

JOHN: 00:14:08

So this InMarket audience here, I'm not running it right now, but this

JOHN: 00:14:10

InMarket audience that is essentially where that that person would come from.

JOHN: 00:14:13

So they're in the market for pet supplies.

JOHN: 00:14:18

That's what that means.

JOHN: 00:14:18

They're actively researching a, some type of product category that

JOHN: 00:14:23

Google has identified that matches up with what we want and says

JOHN: 00:14:26

they're in the market for that.

JOHN: 00:14:27

Do you know, all know when you look at your product categories in your feed,

JOHN: 00:14:31

how, when you go into your product categories and it's like household betting

JOHN: 00:14:36

sheets, ah, do you know why that exist?

JOHN: 00:14:41

It's not only to help identify a category into Google.

JOHN: 00:14:44

What you are telling Google is when someone comes to my website and

JOHN: 00:14:47

looks at my sheet that person's in the market for betting.

JOHN: 00:14:51

So what does everyone else do?

JOHN: 00:14:52

Well, I'm targeting betting too.

JOHN: 00:14:54

Good.

JOHN: 00:14:54

Have you seen Caden?

JOHN: 00:14:55

He's looking at sheets right now.

JOHN: 00:14:58

That's what we're, sharing that information with each other.

JOHN: 00:15:01

So when you're looking at your audience segmentation, why not

JOHN: 00:15:04

leverage all of the information that Google has is its own first party.

JOHN: 00:15:07

Cookie is our third party data to say, yeah, I'd like to find the person that's

JOHN: 00:15:10

actually going to my competitors, looking at their products right now, which is

JOHN: 00:15:13

why our competitive traffic shows up.

JOHN: 00:15:15

Pretty cool stuff.

JOHN: 00:15:16

Now I saw a chat popup oh, Mohamed.

JOHN: 00:15:18

I'm just gonna read this one out loud because I'm gonna, before I

JOHN: 00:15:21

move into affinity and do that, discussion there is that cool.

JOHN: 00:15:23

I know I'm like kind of Bogar.

JOHN: 00:15:25

Do you want me to read it out loud for you?

JOHN: 00:15:27

I, I do this with Casa because I, when someone reads it to me, I don't remember.

JOHN: 00:15:31

And then sometimes lines multiple times.

JOHN: 00:15:33

I'm slow and I know it's weird.

JOHN: 00:15:34

I'm very visual.

JOHN: 00:15:35

So if someone tells me something, I just forget it.

JOHN: 00:15:36

No problem.

JOHN: 00:15:37

Go ahead.

JOHN: 00:15:38

And then I read weird.

JOHN: 00:15:39

So let's say person a is actively looking for product B and he bought So how long

JOHN: 00:15:46

does Google take to remove that person?

JOHN: 00:15:48

A from the in-market segment?

JOHN: 00:15:50

Ah, really good choice.

JOHN: 00:15:51

A really good question.

JOHN: 00:15:53

You know, what's interesting.

JOHN: 00:15:53

I'm gonna go off of costume's theory here.

JOHN: 00:15:56

And I'm gonna say one week.

JOHN: 00:16:00

The reason why is topics API is using their InMarket audiences weekly.

JOHN: 00:16:04

So what this means is that if I'm interested in, product a and I bought,

JOHN: 00:16:08

I believe that the decrease of that activity is going to take six days from

JOHN: 00:16:14

that point in time, six plus days to.

JOHN: 00:16:17

Be removed from their essentially interest.

JOHN: 00:16:20

That seems to be how they're building topics API.

JOHN: 00:16:22

So I'd have to imagine they're probably leveraging some very

JOHN: 00:16:24

closely mimicked version of that.

JOHN: 00:16:26

But what that means to us is if I'm marketing to someone who is seeing an

JOHN: 00:16:30

ad for a per a product that they've already bought, my viewer should be low.

JOHN: 00:16:34

I probably shouldn't have a cost per view because they didn't actually

JOHN: 00:16:37

watch more than 10 seconds because they're gonna try to skip that thing

JOHN: 00:16:39

as hard as fast be like, yes, I know.

JOHN: 00:16:40

I know.

JOHN: 00:16:40

I know.

JOHN: 00:16:41

I know.

JOHN: 00:16:41

I know.

JOHN: 00:16:42

Hopefully.

JOHN: 00:16:43

But I should see low engagement and I should have a larger

JOHN: 00:16:46

audience of higher engagement that we don't go after them as much.

JOHN: 00:16:49

That's what my thought process is.

JOHN: 00:16:50

And then I say, are you saying you would recommend choosing some

JOHN: 00:16:54

audience to observe on every campaign?

JOHN: 00:16:56

Like just to make for YouTube?

JOHN: 00:16:57

No, I use 'em as hard targets.

JOHN: 00:16:59

YouTube, I wanna have an AB test of, of targeting.

JOHN: 00:17:01

So I'm actually gonna be going after these people.

JOHN: 00:17:03

Pretty heavily.

JOHN: 00:17:05

So these, audiences that we're gonna be going after is, if I'm going after

JOHN: 00:17:07

affinities versus life events versus in market target, all of them, then start

JOHN: 00:17:11

to turn on and off based on obviously the, success and failure of each one,