Understanding Affinity Audiences Targeting to Scale Your Performance Max Campaign

John: 00:00:10

Not a great direct response target as much as in market, but

John: 00:00:18

a very great target to start to introduce your brand to excellent.

John: 00:00:24

Excellent, excellent excellence.

John: 00:00:25

Now, what do we do to scale you can't just add Aspen because there's no

John: 00:00:29

more people being born every minute that I just really want that product.

John: 00:00:31

So we hit a finite audience there we've stopped 100 out

John: 00:00:34

of my $5,000 per month camp.

John: 00:00:37

$500 outta my $5,000 per month budget to engage and warm up that audience.

John: 00:00:40

That's a very creative way to scale.

John: 00:00:41

eCommerce is to pay less for new, to an audience that I know it's the

John: 00:00:45

same thing that we we're replicating throughout human existence.

John: 00:00:49

As an example, if we want to go and find a bunch of people interested in Google

John: 00:00:54

ads, we go to traffic and conversion.

John: 00:00:56

Why those are all affinities of digital marketing.

John: 00:00:58

And I will find people there that want Google ads.

John: 00:01:01

It's the same exact scenario.

John: 00:01:03

Google's brilliant.

John: 00:01:04

All I did was just replicate human.

John: 00:01:06

it's not, a big departure, which is great.

John: 00:01:08

We need to use logic, but these are so, so, so, so expansive now.

John: 00:01:18

in the affinity affinity is a permanent fixture of your personality.

John: 00:01:22

If you are a yoga instructor, yoga is your affinity.

John: 00:01:28

You're not in the market for yoga.

John: 00:01:30

That's what you do.

John: 00:01:31

That's who Google thinks you are.

John: 00:01:34

That's who you are.

John: 00:01:34

As a person, you are into yoga all the time.

John: 00:01:39

You look at YouTube videos, you look at websites, you look

John: 00:01:42

at blogs, you buy products.

John: 00:01:45

You are just your, common interest that is never wavered.

John: 00:01:49

Is yoga, not a great direct response target.

John: 00:01:57

As much as in market, but a very great target to start

John: 00:02:01

to introduce your brand to.

John: 00:02:04

Excellent.

John: 00:02:05

Excellent, excellent.

John: 00:02:05

Excellent.

John: 00:02:06

If you have a product market fit, which means like I'm not gonna be

John: 00:02:11

selling Pilate cables to a yoga person, that's not a good idea

John: 00:02:15

because they may be yoga, not Pilates.

John: 00:02:20

That's not, it's like, Hey, these people that are into yoga, let's see

John: 00:02:22

if I can convince them to do Pilates.

John: 00:02:23

Like that's just a bad product market.

John: 00:02:26

but a good product market fit would be yoga affinity, yoga mat.

John: 00:02:31

Perfect.

John: 00:02:32

If you have a new yoga mat that is, squishier and lighter, I don't know.

John: 00:02:38

I don't, I don't do yoga.

John: 00:02:39

I'm just making up things here.

John: 00:02:40

But if you have something that is really, really awesome in yoga, that's

John: 00:02:44

new that has very little engagement on, or your direct response is low.

John: 00:02:49

And you're like, yeah, people that are looking for new yoga

John: 00:02:50

mats, when they find us, they do.

John: 00:02:53

, that's not very scalable.

John: 00:02:54

that's not a, we're talking about the creative ways to scale eCommerce.

John: 00:02:57

So you already covered your direct response.

John: 00:02:59

PAX is already scooped above the low hanging of fruit that found

John: 00:03:01

you because looking for yoga mat and they say, wow, that's cool.

John: 00:03:02

I will buy that now, what do we do to scale?

John: 00:03:06

You can't just add as, but because there's no more people being born every minute

John: 00:03:10

that it was really want that product.

John: 00:03:11

So we had a finite audience there we've stopped.

John: 00:03:14

So if we actually start to look over at the.

John: 00:03:16

Affinity audiences of people that are interested in yoga or yoga classes or

John: 00:03:21

yoga fitness or whatever that may be.

John: 00:03:25

We can identify any areas for yoga and see if there's other people there.

John: 00:03:29

So actually let's, let's try that.

John: 00:03:30

Let's test this theory live.

John: 00:03:32

I'm gonna go into the audience manager.

John: 00:03:33

I'm gonna try to build a new custom segment.

John: 00:03:35

So the custom segment here, I'm gonna look let's do this.

John: 00:03:38

Actually, no I'm actually do a performance max.

John: 00:03:40

I wanna see if this is something that can actually be found in performance max,

John: 00:03:45

in a signal.

John: 00:03:46

I wanna see if this is actually available here,

John: 00:03:50

because if this is a signal that we should be targeting we can identify

John: 00:03:53

if this is not working in PAX, then we can use it for our individuals.

John: 00:03:58

So intros and demographics detail, blah, blah, blah, blah, blah.

John: 00:04:01

This is yoga.

John: 00:04:04

Ah, yoga, mats and accessories.

John: 00:04:07

They're in the market.

John: 00:04:08

Excellent.

John: 00:04:09

let's look at, see if there's any affinities, ah, perfect affinity

John: 00:04:13

segment of yoga lovers, perfect people who enjoy practicing yoga.

John: 00:04:18

They're not in the market for map.

John: 00:04:19

They're not, they may be, but they're not, to Google the people

John: 00:04:22

that are in market for the yoga map.

John: 00:04:24

Those are the, people that are in market for yoga mats.

John: 00:04:27

Different audience, different segmentation, different ad copy,

John: 00:04:30

different video, different unique selling proposition, different unique value

John: 00:04:33

proposition, different spends possibly even a different bidding strategy.

John: 00:04:39

All of these things can change now because one's infinity and one's an in market.

John: 00:04:44

It questions here so far.

John: 00:04:46

Cause I don't wanna like beat a dead horse, but I just wanna make sure that

John: 00:04:48

this is kind of landing well with.

John: 00:04:51

This is not a glitch.

John: 00:04:52

I'm interrupting the video you're watching because I need to remind

John: 00:04:54

you that I'm always looking for people to join our team.

John: 00:04:56

So if you're passionate about Google ads and you wanna work with the best

John: 00:04:59

Google ads agency on the planet, please go to so late.com/apply.

John: 00:05:03

Speaking of working with the best Google ads agency on the planet, if you're having

John: 00:05:06

trouble with Google ads and you want professional help, that's what we do.

John: 00:05:09

You can go to.

John: 00:05:10

So lake.com that's S O L eight.com to apply for your

John: 00:05:13

free no obligation action plan.

John: 00:05:15

And if I've.

John: 00:05:16

Any level of value at all.

John: 00:05:18

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

John: 00:05:21

That's how we juice the YouTube algorithm.

John: 00:05:22

So they actually know that I know what I'm talking about.

John: 00:05:24

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

John: 00:05:26

me below in the comments.

John: 00:05:27

And now back to your regularly scheduled program.

John: 00:05:30

You know, I think it's really important that everybody goes through

John: 00:05:32

and just spends an hour traversing.

John: 00:05:35

The in-market in affinity categories because they're so expansive and it's

John: 00:05:40

actually a lot of fun and it might be worth doing on a per client basis.

John: 00:05:44

Like every time you get a new client, just go play in-market in affinity

John: 00:05:47

and see what's available for that client mm-hmm . And when we're talking

John: 00:05:50

about scaling and commerce, we already know that You can do discovery.

John: 00:05:53

You can do display.

John: 00:05:55

But YouTube is so cheap.

John: 00:05:57

Yeah.

John: 00:05:57

And people love engaging with video content.

John: 00:06:00

it's just the best.

John: 00:06:01

Well, and stop me if I'm going off the rails here, John.

John: 00:06:04

But one thing that I like to think.

John: 00:06:06

you've already touched on this a little bit.

John: 00:06:07

if we have an InMarket audience for somebody who, just added a

John: 00:06:10

new dog to their household, right.

John: 00:06:11

That's the InMarket audience you'd identified earlier life, event audience.

John: 00:06:14

Yep.

John: 00:06:14

Yeah.

John: 00:06:15

Life event audience.

John: 00:06:16

Well, are they buying puppy food and dog houses and all that stuff?

John: 00:06:18

Yeah.

John: 00:06:19

Are they also buying carpet cleaner?

John: 00:06:20

Yeah.

John: 00:06:21

You know what I mean?

John: 00:06:21

Like, so if you can start to really connect the dots and think creatively,

John: 00:06:25

then these things can just be amazing.

John: 00:06:27

Yeah.

John: 00:06:27

Especially all we have to do too is we could throw 'em

John: 00:06:29

into a performance max asset.

John: 00:06:31

I mean, we can start to, we don't have to have a dedicated

John: 00:06:34

a hundred dollars per day.

John: 00:06:35

APEN on it and be like, oh gosh, wonder if this works, but yeah, let the AI test it.

John: 00:06:39

Right.

John: 00:06:39

Let the AI test even look through your audience segmentations and say, yeah, the

John: 00:06:42

people that are actually interested in or the people that are in the audience

John: 00:06:45

of life event at a dog, recent household.

John: 00:06:47

Yeah.

John: 00:06:47

They're 47% of your conversions that share a 2.3 higher frequency than traveling from

John: 00:06:53

your general population with the strength.

John: 00:06:55

Perfect.

John: 00:06:56

that's a signal that you now want to dive into further.

John: 00:06:59

You're exactly right.

John: 00:07:00

A hundred percent.

John: 00:07:01

Yep.

John: 00:07:02

And I think that this is one of the areas that I think that we

John: 00:07:04

have not really dove into too much.

John: 00:07:07

For a good reason if I was to choose well, the people that I searched recently for,

John: 00:07:12

squishy yoga map, probably go after those.

John: 00:07:14

Those are people that have actually gone to Google and have actively

John: 00:07:16

been, been searching for it.

John: 00:07:18

The InMarket is what they're doing online.

John: 00:07:20

What potentially without searching is based on the content matches of sites

John: 00:07:23

that they visit the affinities though.

John: 00:07:25

Yeah, there we're exactly right to the, the, that's one step up the

John: 00:07:29

funnel, but still very relevant.

John: 00:07:31

So what's interesting about what well, here's one thing that I love.

John: 00:07:34

Affinity is I could probably use Glen's idea here.

John: 00:07:37

Now use a target CPM model cost per Millie, and I'll pay $20

John: 00:07:43

to show a thousand yoga lovers.

John: 00:07:46

My new map.

John: 00:07:48

Are they gonna buy?

John: 00:07:49

No.

John: 00:07:50

Is it cheap?

John: 00:07:51

Absolutely.

John: 00:07:52

Will they come back directly, organically and engaged through my social content?

John: 00:07:55

Maybe visit, be remarketed to purchase.

John: 00:07:57

Yeah.

John: 00:07:59

How much do I spend on that?

John: 00:08:00

Well, I don't wanna spend a direct response budget on it,

John: 00:08:02

but I'll spend a testing budget.

John: 00:08:04

I'll spend a top of funnel budget on it.

John: 00:08:05

I'll take 100 outta my $5,000 per month camp or $500 outta

John: 00:08:10

my $5,000 per month budget to engage and warm up that audience.

John: 00:08:12

That's a very creative way to scale commerce is to pay less for

John: 00:08:15

a new, to an audience that I know it's the same thing that we we're

John: 00:08:19

replicating throughout human existence.

John: 00:08:22

As an example, if we want to go and find a bunch of people interested in Google

John: 00:08:26

ads, we go to traffic and conversion.

John: 00:08:28

Why those are all affinities of digital marketing.

John: 00:08:31

And I will find people there that want Google ads.

John: 00:08:33

It's the same exact scenario.

John: 00:08:35

Google's brilliant.

John: 00:08:36

All I did was just replicate human life.

John: 00:08:38

it's not, a big departure, which is great.

John: 00:08:40

We get to use logic, but these are so, so, so, so expansive.

John: 00:08:46

Like, for example, I'm looking for people that are currently

John: 00:08:49

in the market for pet insurance.

John: 00:08:50

Why?

John: 00:08:50

Because they have pets.

John: 00:08:51

Well, if you aren't, if you care about the life of your dog and you have pet

John: 00:08:55

insurance, you probably have a pet that might actually be sick, any medication