Boost Your Marketing Efforts With the Audience Demand Pyramid

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Hello?

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Hello.

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So this is gonna be a little bit of a different video.

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This is gonna be more talking about general media mixes and how

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to think about other channels.

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Now I'm no expert in terms of how all the other channels function.

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There's so many, so it's impossible to be one, but I like to use this sort of

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framework as a way to better understand how you can leverage different mediums and

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how sort of Google fits into this process.

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So I call this, and like I said, I'm sorry if term was already coined, but um, we

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call this the audience demand pyramid.

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I like to think of it as you have your smaller audience up here and

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your larger audience down here, and then the mediums associated with that

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audience or the strategy behind it.

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the first section up here I like to look at, which is the ready to buy section.

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So this small triangle up here, which is.

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Where a lot of media buyers are in right now where I think most are

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regardless of, performance marketing, they're probably in these if you're

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an e-comm based company, I would say Amazon ads would be a really good one.

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And then also Google Ads.

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You can also say this as well, for service based industries, based on

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search on Google, however you may, they're just the ready to buy people.

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Now this is a really good area because number one it's going to find those people

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that have already been warmed up, whether or not they're just in the market for it,

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whether they know another brand, but they don't like the brand, they're looking

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for a different brand, whatever may be.

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This is sort of the I guess the battlegrounds you could

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say of, marketing as a whole.

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it's really good because you can capture that demand, but it's also very

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competitive, meaning that you're gonna have all these other brands that are

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wanting to do the same exact thing.

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Because the whole point of Google search is that someone is looking up

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a product or service that they want or need, and you're able to be there

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right when they want you to, or right when they're, , looking for someone

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that fulfills your service of product.

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this is a really good area to test for new brands.

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I think because you don't lean too much into the broad awareness, you get

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right to the end of things where you're like, Hey, how does my product match

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up against all the other competitors?

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Am I too expensive?

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Is this not a product that anyone wants?

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Or is my conversion rate on my site terrible?

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whatever it may be.

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You can stay on low budgets and not have to really do like, bulk large audiences

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to try to figure out if anyone even wants to buy a product or service or not.

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So I think this is a really good area to start for a lot of people and then sort

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of branch out into the next area here, which goes into the general interest.

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So someone that maybe knows about the servicer product but is not yet in need

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of it or is still in the research phase of it, trying to get an idea about it.

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These two kind of blend a little bit together.

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I put Facebook here just because this is not necessarily capturing what people

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are searching as much as Google is.

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It's more of, Hey, you're in this audience.

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We think you're interested in this.

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Here's a product, it's more interruptive.

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It's not as, demand focused, I guess you could say.

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And then I would also say like, Google kind of fits into this realm as well too.

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You can argue that YouTube's kind of in that if you're

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using conversion based bidding.

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But I believe that's kind of the next section here and we'll

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talk about that in a second.

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So interest space, like I said, this is where I would say majority of

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advertisers are in kind of these two areas, mainly at least when they're

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performance based just because they're.

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More geared towards, like I said, the actual demand, along with just the

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interest of the user not necessarily trying to build the interest which is

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perfect because with conversion based bidding, you take care of that and you're

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able to build off that data and then you end up having a large audience pool.

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And I've found people that are, you know, large brands as well, publicly traded.

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That are really in this realm right here and are totally

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fine with the audience size.

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They don't even need to go to this other, they still have space that can grow

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within the interest and then ready to buy.

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Just because of how large, you know, these platforms are.

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just kind of, you know, my 2 cents on the first two.

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Now the third one, which is way larger, is the targeted awareness.

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Now I think of this as outbound YouTube.

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This could be.

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Focused on views.

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This could be focused on even conversions in some cases based on, and if, it's

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an affinity audience or if it's like, you know, more specifically like a

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dsk, which I would say would maybe be more in the interest side of things.

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But you can even go into like connected tv for example.

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Meta or Facebook ads.

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You know, you're trying to build up that general awareness is more of like that.

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What people know as like your very top of funnel performance

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marketing sort of things.

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So I would say this is kind of that one area that people like to dip

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their toes into a lot, but don't necessarily see the results they want.

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And so they kind of go back in and default into the interest or they're

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ready to buy and scale those up even more.

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Now if we go even further down, we go into the broad awareness.

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So this is, think of, you know, large brands like Apple, Microsoft, Nike Amazon.

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They're trying to get in the know of people.

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They're not necessarily just trying to find people.

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This is something that is obviously the largest in the pyramid and the most

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broad because you don't really have any caps on what you're trying to target.

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So I think of this as like TV ads, radio ads, billboard ads, that kind of thing.

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Billboards, ads would probably the most pure form of that just because you're

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just saying, Hey, whoever passes, you know, by the billboard, we are

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showing you the ad, and you can go into demos on like region and all that.

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But.

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You guys kind of get the idea of what I'm saying here.

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TV ads too.

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A lot of people can argue, well, we know the demos of the TV ads and connected tv.

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Yes, it kind of blends together with that.

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I think of TV ads more of like a general sense of TV ads where you're

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based off of time and channel.

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But not necessarily like, hey, this is like the actual account that's,

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watching right now kind of thing.

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Whereas Connected TV is more geared towards that.

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Now I'm no expert in all these, so this is just my general ID behind it.

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So I'm just gonna preface that again.

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But I really think that as an advertiser, it's smart to think of Google as

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not just a bottom funnel network.

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I know this is like one of the biggest mistakes that a lot of advertisers do

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is they think that Google is purely there for all the other channels to

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then get remarketed to, meaning a user goes to Facebook and then they get

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remarketed to on Google, and then that's.

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All Google's for this issue happens a lot.

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It restricts, you know, a lot of agencies from growing along with a lot

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of businesses from growing as well too.

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And it's just that mindset that is not not leveraging all the potential.

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I would say right off the bat if you're looking at social versus

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Google very slight difference.

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YouTube is more geared towards the male audience, whereas social is more

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geared towards the female audience.

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It's a very, very slight split, but there is some sort of, you

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know, slight deviation in there.

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there's a lot of different ways that you can mix and match all these.

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For example, you can have Facebook ads be your top of funnel, and then

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Amazon ads be your bottom of funnel.

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And since it's a trusted, you know, location, meaning people don't think

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that you're, trying to scam them because it's on Amazon and they have a really

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good policies on there, then you can run into that as being a funnel as well.

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You can even see the reverse on like the Google side of things.

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You can say that.

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Google, we do outbound, let's say YouTube or Google.

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And then we do a marketing on Facebook because Facebook

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is tied to a specific user.

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And so you're not gonna have, for example, your mom or dad on your

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Facebook account, you're gonna have like you on your Facebook account.

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Whereas if you're on a Google account, it could be kind of a blend of two,

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meaning that if you had like a family computer then you're not gonna be as

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accurate in terms of saying who's on that computer now this is just kind

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of nitpicking and sort of giving like more of a macro example of things.

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yeah, I just wanted to kind of highlight the differences there.

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So hopefully you guys found some value out of this just in terms of

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how I like to think about the general media mix and the, size of the

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audience and then how to leverage it.

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So if you like the video, give a thumbs up and yeah, hopefully we'll be making

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more of these macro videos for you guys.

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And yeah, let me know if there's anything else you guys want me