Thursday Mar 24, 2022

How Facebook ads targeting changes are impacting minority groups like people of color and LGBTQ+ - EP 022

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Blake Beus  0:06  
All right. All right. So Greg, I want to dive in, I just start asking you questions. So you brought up this thing to me, that was super, super interesting. And I feel like this is a really important topic. So I'm glad. I'm glad we're covering it. So it's no secret that Facebook specifically has been under a lot of fire for the last few years over like political advertisements, or politically charged narratives and their ads. And so one of the things they've done is stripped out some targeting options, made a bunch of adjustments to their algorithm. But it seems like there's an unintended consequence. That is, is impacting certain business. Yeah. So tell me what, tell me what you've been finding?

Greg Marshall  0:50  
Well, certain segments. So I mean, the main one, I have a lot of African American clients that target the African American audience right now. They're selling cultural items and things that are going to resonate more with the African American than maybe a Caucasian. Right, right. And one of the things that I've noticed with a lot of the changes, and I think this has to do with there were so many issues politically, just a few years ago, and you know, people may be profiting off things that they shouldn't be, is Facebook kind of did the knee jerk reaction. So my guess could be they might bring it back. But anyways, what I mean is, Facebook took away a lot of targeting options that would go after or be able to target the African American community, or other, you know, other ethnicities. So you can kind of target your ad. So it's been a progressive checkoff from maybe what, two, three years ago, you could actually target. People like it was a target option, people that are most likely African American, most likely Hispanic, or whatever those options got taken away, then they slowly started to take away some of the interest targeting that you can go after that would imply that the audience may be of a certain race or ethnicity. For example, they took away a lot of the publications that were used for targeting to target the African American community. And they have taken off, I've even seen, I've got other clients that some other even deeper niches that they've taken away those interests that would target that culture. And so what's interesting is, during these changes, the knee jerk reaction seems to be over time, they're taking away more and more targeting towards those types of groups, which I think is a little bit challenging. If you're trying to sell cultural items. And broad targeting may not be the best option. It may be it could be right, but it may not be the best option, because you're not able to start to talk to the people that you're scientists or culture.

Blake Beus  3:07  
Right. Right. So, so, um, I find this super interesting, because I mean, I'm also seeing publications in, you know, just broad publications. Well, let me let me talk about what we mean by publications, right? A lot of people may or may not realize this, but you used to be able to say, target a magazine, and say, you know, I want to go after people that are interested in this magazine, or target, even like a TV show or something like that. And those targeting options have been kind of removed. But when you started talking with me about that, I knew that those targeting options had been removed. But when you start talking with me about that, I didn't realize how much of an impact that had on, you know, special interest groups, minority groups, ethnic groups, because I, I've never targeted like that. It's, it's one of the things that I bump into, because, you know, I'm white, I don't I don't it that stuff doesn't come across my awareness a whole lot. Because I'm, I'm white, but yeah, do you have a lot of other people in those ethnicities targeting specifically to those ethnicities that are being deeply impacted by this? And they've had to change their marketing strategy more than someone like me? Yes. Who, who? Who has much more general audience? Yep. That, you know, and so you've had to kind of help people through this deal with this, whatever. Like, tell me a little bit more about that. Yeah. So

Greg Marshall  4:38  
basically, there's you know, there's there's some workarounds around this, yeah. It makes you it requires you to think deeper into how to still reach that person, because it's not like these people have gone off the internet, right? Like they've been removed from the right, it's just getting the ad in front of them has become a little bit more challenging. But There are some ways to do it right. And so if you do a deeper thought, it just requires a lot more research than maybe what you had to do in the past. In the past, you could literally like, within five minutes, you could figure out how to reach this person, not even five minutes, maybe less than that. But now it's, it's more like, you know, you have to switch things up, you have to think deeply on, what else would they do? Where do they live? What else are they watching, you know what I mean? It's almost like you have to become this high level research to reach them. So that is a little bit more challenging. But there are ways around this. And one thing that I've noticed with a lot of my customers that fall into this bracket of selling culturally is a lot of their old assets that they have saved and used in the past, are being automatically turned off by Facebook, to no longer run because it contains some of these interest or targeting options

Blake Beus  5:57  
that are no longer available, right? So you kind of can get grandfathered in for a time Correct. With you know, if you had an interest based targeting on one of these targeting options that got removed, you can get grandfathered in for a time. But it looks like they're turning those off at some point in time. Exactly. And then they're okay, exactly. So So when someone has a happen, and they're talking about, you know, we need to target a little bit better, we need to find people interested in these products. What can someone specifically do? Yeah, so

Greg Marshall  6:27  
this is this is kind of where I've almost seen the opportunity. So because I've had a lot of pushback with a guest. And it's funny, because I've actually have run into this, personally running my own ads. So I understand the thinking with this is what, you know, before we started recording, we were talking about, I wanted to challenge us to see is there something to it. So the pushback I will get is, and you know, you say quote unquote, old days a year ago, two years ago, but that is a lot of time for digital marketing. You could, you know, there's a lot of people teaching Facebook courses on, you know, layer your targeting, put your ad in front of the absolute perfect person, and that would work. But now she's now that doesn't work anymore. Because a lot of those targeting options are gone. Right?

Blake Beus  7:23  
And so what what you mean by layering, just to clarify for any, you know, if you're listening, and you're not sure what he means by layering, that was when you would pick an interest, and then you would say, okay, and they're also interested in this interest as well. And they're also interested in this interest as well. So you're, you're layering those interests and making the audience small, smaller and smaller, but hopefully more relevant than I used to work. Like when I started ads, that was like the thing you had to do. But now, you're talking about going more broad?

Greg Marshall  7:54  
Yes. And here's the thing, all these changes hurt the advertiser that has a lower budget. Hmm. Okay, so this is what happens. In the past, these courses were very attractive to people who had, I guess, lower AdSense available, because you could literally enter the market, do your layer targeting, get in front of the absolute perfect person and spend five or $10 a day and actually have a positive return on investment? Right, right. And this was a strategy that was taught a lot, especially to the culturally driven community. And now this is not really available or viable strategy. Because number one, a lot of interests taken away. Number two, it the extra lane with all the data that Facebook no longer gets, doesn't work. But here's something that's interesting. So there's a couple of techniques that I've used. For example, I have a client that sells to sororities. Right. And they specifically were selling to African Americans or okay. And they had a specific ad group that they had built to have worked like magic for about two years. Okay. They're like, we'll just use that one. And explaining that is no longer available. Yes, it makes logical sense to do that, and I get it, but it's no longer available. So we have to figure out a way to reach these people. Not using that, that target, right. And one thing that challenged me a little bit was one I used a look alike. Audience customer list connect actually has worked well. Because not every ad accounts look alike audience isn't working as well as they used to. But then the other targeting that we did was pretty broad. So I went after people who are interested in fraternities and sororities targeting women, okay, and that one's working better. better than the old ad set that they used to have. And that's a bigger audience. And it's a much broader and I got a little pushback initially, from doing a saying, well, that's not targeting the specific because they were very specific. Right. That's not targeting them. And the interesting part is the two ad sets that are alter, I guess you'd say Ultra broad, we are giving the album some guidance are actually working better than the old ad set. Okay. Which brings me to, like our conversation we're having before we hit the record button, about maybe broad targeting is kind of the new way. And it requires a level of trust on the AI the algorithm to actually know who you're going after. And I think that's a difficult thing to to embrace brace. Yes.

Blake Beus  10:56  
Let me ask you this, what I've been thinking this for? Well, I actually haven't told you about this thought. So I'm asking this question tell you where I'm going with this. Okay. So this was an ad targeting sororities, as best you could using the targeting options, specifically African American women that participate in sororities? Right. Yep. What was the ad creative and copy? Okay,

Greg Marshall  11:23  
so like, you know, I

Blake Beus  11:24  
don't know, specifics, but you might know about this, because I actually was going to ask, okay, okay. Yeah, let's talk about it, then. That's okay.

Greg Marshall  11:31  
I believe, after, I don't know, probably spending, like $5,000 Over the last little bit of testing, that the ad creative and copy figures out how to reach the audience you want moreso than the interest?

Blake Beus  11:53  
Okay, that's so did you have intentionally or unintentionally? Did you have keywords? Yes. In the copy? Yes. That would resonate with African American women interested in sororities, the

Greg Marshall  12:05  
picture and was the QRP, the creative guy link that they go to the language on the landing page? All of that speaks to that, saying, This is made for blank.

Blake Beus  12:18  
Yeah. Okay, so we're beating around the bush a little bit. But let's be very direct, I believe. I don't think Facebook has come out and said this. But I believe they're using the keywords in your ads to generate a behind the scenes interest group targeting. And they're using machine learning a lot of people call AI to look at the image or the video to determine who that is targeted towards. Yeah. And they can do that based on cultural or ethnic cues. Yep. In those things. So people don't may not realize, but like, we can read images now. So if there's a picture of two people, yes, on an image, Facebook can determine with, you know, a fuzzy level of accuracy, the ethnicity of those two people, and probably even the gender of those two people.

Greg Marshall  13:11  
And I think if you combine it, so if you give it enough information, through the images plus the words, you're using your ad copy, plus the landing the landing page to Yeah, I believe that by that combination, the AI can figure out, okay, this, they're trying to reach this person. And they've given me a guiding point, with a relatively broad enough to tell me what they're trying to do. Right. And I think they're pretty accurate.

Blake Beus  13:45  
Yeah. I will be very curious that. So here's something I would love to see. Tested somehow. So you tell me if this is something so if I remember, right, there was a particular magazine that you were using, yes. Test.

Greg Marshall  14:01  
Do you remember what the name of that magazine was? For the African American? Yes. Yeah. Essence magazine

Blake Beus  14:05  
Essence magazine. Okay. I would be curious if you put Essence magazine in your pocket, we like something like, I don't know, if you find yourself hanging out, like home reading Essence magazine, like work it into the ad copy on natural way. I wonder if behind the scenes, Facebook is still doing interest targeting based on those cues. It's just not available for direct selection. Yes. I don't know if that's the case. But I would be very curious. I would guess that they probably are because the reality is, is they dumped years. Yeah. And billions of dollars into developing algorithms to target those interests. Yep. And now that they've removed those from selection, I'll bet they didn't dump that data, but they didn't dump all of that work. I'll bet if you work those keywords into the language in it In a not in a keyword stuffing kind of way,

Greg Marshall  15:04  
just a natural, staying natural, where you're building where you have where you're almost thinking backwards to how you use Foros targeting, like ultra precise targeting. Yeah. And then put her any ad in front of you even have to be good. Yeah, just any app. Yeah. Now it's reverse where you're thinking, How do I make the the ad creative, the ad copy and the landing page? Yeah, help build what I'm trying to attract.

Blake Beus  15:34  
Yeah. And let's talk about landing page for a minute. A lot of people don't think about this, that when you put the Facebook pixel on a page, you're basically giving them permission permission to scrape and index all of the information on that page, just like a search engine does. And, and you're giving them the ability to do that. And then Facebook knows that landing page is the next step from this ad, and then want to make sure that everything's aligned. So you can put those keywords and that information in there as well, even video language because Facebook has the ability to, to, to transcribe language and videos, and then use those words as part of their algorithm to determine who specifically would be best to see this ad even on the landing page, like URL content on the landing page,

Greg Marshall  16:23  
I think and this is where I believe the shift in mindset, including myself, I'm not excluding me. Yes. The mindset shift needs to go into making those ad creatives and landing page experiences as a way designed to attract the right audience. It's almost like fishing. I love fishing. It's like, you can go into, you know, a lake that has a ton of different fish. But what is it that causes you to catch a specific one? If you're looking to catch it? It's actually the bait. Mm hmm. Right? Yeah, you could say is the offer is the

Blake Beus  17:05  
creator is the landing page, the

Greg Marshall  17:07  
ad creative, that

Blake Beus  17:08  
whole like combination right there,

Greg Marshall  17:09  
it almost doesn't matter. Like if I went, let's say, if I went to, you know, this could be a bad example. But let's say we're using fishing. And I'm like, Well, I want to catch a trout. But I use everything. That trial hate. Even though my targeting is perfect. Yeah, if the you're in

Blake Beus  17:30  
the right fishing hole, the right time of year, the right time of day. But the lure that you're throwing into the water is something that you know, trout don't like to eat, it's

Greg Marshall  17:41  
not going to work, it won't work. And so that's almost kind of how you have to think about now that the targeting is kind of gotten you have to use the number one thing that is that works all the time, which is the bait itself, is what matters. Because if you have the bait that they absolutely love, particularly in the season that they're in, at the time of the year that they're in with the right weather and all that the right depth, we have that bait, you don't have to be so perfect, because it's going to attract them anyway. Yeah, you see what I'm saying? Yeah. And so I'm almost viewing the ad creative. As a way to tell these advertising platforms, this is my bait, you should be able to figure out who I'm trying to go after based on, you know, your historical knowledge of when people use this bait. You know, what type of fish catches Yeah. Now, that's

Blake Beus  18:33  
that that was something we haven't talked about before. I'm glad we're talking about this. Now, because this is shifting. I've always said, especially for the last since iOS 14 change, I've constantly told people, the you need to do your final bit of targeting in your ad copy. But I didn't really consider this level of like depth to that even including the landing page. And the fact that Facebook can index all of that language and use it as part of their algorithmic targeting to get in front of the right people. I always just kind of considered the last bit of target, you go broad, but the last bit of targeting is in the human mind, and they need to self select Yep, based on the ad copy. But it's more than that. I guarantee you the algorithm is using that as part of its Who am I going to show this to Oh,

Greg Marshall  19:23  
and this is where we came up with this theory. It's actually from talking about Google's in market audiences and custom affinity audiences. Yeah, we're I was explaining to you how I have a fitness club. Yeah, that their ads are absolutely crushing it on, you know, on YouTube, but we're targeting in market people that are interested in multiple results for fitness. And then when I look at the ad placements 99% of the results are coming not from fitness channel. Yeah. Which made me wonder that's interesting, because I would have thought they're watching something about finance, and then they would go to this offer and purchase. But that's not the case at all. It's actually the opposite. Right? And this is where we came up with this conversation. Well, how are they? How is this? Ai? Putting it in front of the right person? Even though Yeah, it's not on a piece of content that has anything to do with fitness. Right? And that's where this conversation started. Because you're like, well, they have to be figuring this out somewhere. Yeah. What do they know? Right? How much do they know where it's still possible to get the results you want? On unrelated channels?

Blake Beus  20:41  
Yeah. So we dove in, in deep on this last week, Mike, not on and then this weekend for return the Mycoskie, the mic on our podcast would be like three hours. I don't know, maybe people want to listen to a three hour long podcast of us. But and, and but before we go too much further down the Google YouTube rabbit hole, I wanted to focus really quickly. We've talked about ethnic groups, but it also includes

Greg Marshall  21:09  
LGBTQ letters, I can never say,

Blake Beus  21:13  
I'm partially dislike, mostly with numbers. And so I do mix those up. But it does include if you have a product or a service that's specific to that, you know, that interest group as well, we're starting to see worse results in in Facebook, specifically with targeting that used to work really, really well. But then, when you hop over into Google, yes, Google seems to have really great targeting options on a bunch of different levels for ethnic groups, minority groups, LGBTQ groups, and interest based things like that. So you've seen a lot of success. Yeah. And we were talking about circling back to what you were saying a lot of the conversions are coming from channels completely not related to the subject or the offer at hand. And how do people get there? Yep. So I don't think people realize it's easy to forget just how big Google is. Yeah, we talked about this a little bit in our podcast last week about just how much more volume Google gets over something like Facebook. You and I, I spend all day in Google looking things up all the time. And YouTube, right? And, and I spend way less time inside of Facebook, researching or looking things up. That happens in Google, but I never do mean either. Never, never, ever, ever. So Google has a much clearer picture, just from its search engine. And from the pages you're landing on, because basically every page on the unit runs Google Analytics. Yep, they have a much better picture about what you're interested in right now. So then, when you hop over into YouTube, which is a Google property, the ad targeting can take that history that maybe you are searching for, for, you know, something specific over in Google and then you hop over into YouTube. Let's just take your fitness example. Right, so so your fitness example, I'm researching fitness gyms locally, in my area, I'm using Google Maps to see what's available. I'm maybe even looking for a gym, that's, that's friendly to one of these, a minority group, I guess, you know, African American people or women or, or an intersection of those groups, or LGBTQ people. There are maybe I'm looking for Jim friendly for one of those. And then I hop over into Google. And I'm also interested in playing guitar or whatever, right? So I'm looking at a guitar video, but now they're taking that search history, the websites I've been viewing into account. And I'm doing something different in YouTube. But but now I'm seeing relevant results in YouTube, even though I'm not on a channel relevant to what the offer is. Yep.

Greg Marshall  23:56  
Yeah. And that's what and that's what's interesting is because that's what triggered this whole more in depth thinking about the Acrobat. Copy what you're saying what your landing page says, Because another thing I always forget is, these platforms have pixels. On my website. Yeah. So they're able to read everything. Yeah. Right. So they already know what my website's about and what I'm trying to accomplish, right. And so when you take down the county, your ad copy these pixels, also know your landing pages, say it's almost like you should be guiding it that way. And worrying less about the targeting that you're telling them to go after. Mm hmm. Because they're smarter than us. Yeah. Like the the machine is smarter than me.

Blake Beus  24:46  
Yeah. Well, they have a lot of data points. Right. And I think from a high level, we maybe need to nudge the ad campaign in a direction. Yeah, right. Because Google is notorious for this. Yep. There have been times I've I've launched an ad and all of my budget on the completely wrong. Yep, wrong group. So it's almost like we need to nudge them a little bit and give them some high level indicators on what this particular offer is for. So the algorithm doesn't just completely missed the mark, trying to figure it out. Yep. But from there, maybe keep it high level?

Greg Marshall  25:21  
Well, just thinking more being okay with a more broad audience, right. So you just give it like an indicator, similar to the sorority example. Right? Where it's like, it's pretty general, right? Fraternities and Sororities that's like,

Blake Beus  25:38  
and is it a product that's relevant? nationwide? Yes. Okay. So it's not like relevant to a specific geographic location. So you can go really broaden them,

Greg Marshall  25:45  
you can go broad. And if you think about it, it's almost like I'm trying to challenge myself, as well to think we'll be okay with going broad, almost like, look for broad, right? Because you'll get more volume and the sense of like you, there's more people that may be a market for what you're wanting to do, that you might not be thinking about. Yeah,

Blake Beus  26:07  
well, even let's take the sorority example, for instance, right? The temptation might be to say, Okay, I only want to target women from you know, 18 to 26, whatever, right. But many parents, help their children get into college, help their children maybe get involved with a sorority, or a fraternity or whatever. So targeting just that age range, might eliminate an entire audience segment that helps get people lined up with the right kinds of things

Greg Marshall  26:42  
you just made. You just remind them another point, another client that I have that sells product to, you would think only women would buy it. But then when I looked into the Google Analytics, or excuse me, the Google ads and the conversions, it's, there's about a 30 to 40% purchase behavior from men.

Blake Beus  27:07  
So if you excluded men, you would basically drop your revenue by 3030 to 40%, which is a massive drop,

Greg Marshall  27:13  
and to be 100%. Like, open, there was no chance that I thought, in any way, shape or form that a man would buy this product.

Blake Beus  27:25  
Mm hmm.

Greg Marshall  27:26  
literally zero chance.

Blake Beus  27:28  
Do you think they're buying it as like a gift for someone or anything? Now when I look at it,

Greg Marshall  27:33  
it makes total sense why they would buy, but I was not thinking yeah, so it's a hair product for mixed children. Okay. Well, of course, a man would buy if he has, like, for me, yeah, I have a son. He's mixed. If I saw this product, I go, Oh, my wife would probably love this. And I would buy it. Yeah. So it's like so, but going, so you have to be careful going into campaigns on pre determining who you think will actually purchase your product? Oh, I

Blake Beus  28:03  
think that's a good point, too. Because we all have kind of an entire set of biases. We all do. Right? But I have three daughters. Yep. And I'm constantly brushing hair. And I'm braiding hair, I do it. And my wife is his a 20 year veteran hairstylist like she does a better job than I do with the braids. But I know how to I know how to braid. I know how to blow dry my kids hair and everything teach me it's fun. I love it. That's actually good times. But But I don't normally buy products surrounding that. But I totally could. Sure I I sometimes do buy hair bands and things like that. And at first I didn't know. I didn't know there was a difference between types of hair hair bands for you know, doing hairdos and things like that. But now I do.

Greg Marshall  28:56  
And so if you saw an ad that let's say you were running into an issue of like, let's say you're you're brushing your your daughter's hair, it's super curly. And you can never figure out how to like get it to go straight over. I've just made I have what

Blake Beus  29:10  
I would have known that would be a problem, I would need a solution. So yeah, I would see an ad and that would be relevant to me, even though I'm a guy.

Greg Marshall  29:17  
Yeah. So like, that's basically the point here of like, this entire podcast is essentially also taking a look at broadening who could buy it and giving just indicators on who would be interested in this product. But then letting the machines kind of find that in person.

Blake Beus  29:44  
Right. Yeah. And then you could probably refine later, right? Yes. And I would want them one of the things I would probably refine would be placements. Yeah, right. Sometimes all the all of the platforms do this, but sometimes they put the ads and a placement Whether it's like a sidebar placement, or whether it's a channel placement, that's just spending money and you're not seeing the elixir results. So you can then just go narrow that down to not include those places.

Greg Marshall  30:12  
Right. So and that, and that's where I think it's almost like you should start broad. First, you know, budget, will it and then start chopping things down to like refine it. But I think a lot of times, you'll be surprised. Some of the results, you'll get where you'll think I never would have thought initially, that my buyer could be this. But the data is showing me that they're buying. Yeah. And so I should start maybe thinking about either expanding that segment, or being more open to different audiences that you just feel like would never be interested. But they are.

Blake Beus  30:55  
And even taking the time to test out ad creatives using different keywords, and landing page landing page keywords and things like that, and not going nuts with that, because you could go down this rabbit hole that just consume a ton of time. But, you know, once every few weeks say, Okay, we worked these keywords in there, and they seem to be working well. But let's come up with a related set of keywords. Yep. Everything else the same. Just swap out some of the copy, throw in some of these new keywords and see right. And then you said, you said budget willing, right? I think it's easy to think I may not have the budget to go abroad or whatever. But some of these campaigns you're working on. Some of them are 510 15 $20 a day to start. And then if they're working, it's easy to say, Okay, well, you know, these ads are working, then I can definitely put some more money into it because they're making me money back. Yeah. But you don't necessarily have to have a massive budget to go broad either, right.

Greg Marshall  31:56  
Yeah. In fact, you almost can make the argument that it could be cheaper, especially for testing, because the more expensive placements are the ones where you try to get to Granya. So when you're like, target a 27 year old female who went to college and makes $100,000 a year, in loans, a house who lives in this city, it's like, you're gonna, you might get like three clicks. Yeah. And span $100. Right. So reach out for

Blake Beus  32:25  
Yeah, your your CPMs, which is how all of that platforms charged are going to be really expensive. That might not even be the best buyer. Right? For your mind. You just assume you. Yeah, you might. Yeah. So you're making some assumptions?

Greg Marshall  32:39  
Yeah. And that's one of the things that, you know, you always have to challenge yourself as you're doing marketing and trying to get in front of the right customer. Because at the end of the day, it's you want, whoever, to me, the golden rule is, whoever is beating your door down for your product, is your customer? Versus Who do I just want? Or who I believe who do I believe, right? It's my customer. Right? And that's, this is a good reminder, when you do targeting to think not, who do I just want. And, you know, it reminds you of my initial business that I launched way back in the day, which we want to, you know, high level rich athletes who wanted to train five days a week, and we're all in just getting better. And it's like, unfortunately, although that's best for us, because it's more fun, more profitable, you know, XYZ, the market for that is exceptionally small. And so it's tough to build a business off of that. Yeah. But the people who were absolutely beating our doors down, was the woman who had two kids who was overweight, and had no way to actually, like didn't know how to lose the weight and get in shape. Those people were literally beating our doors now. Right. And so eventually, we caved in and said, You know what, these people just are dumping money out of their cars to say, please take us as a customer. Yeah. Why don't we just focus on that? I lean into that. Yeah. And so it's a good lesson to remember. You can do the same with targeting, which is, I want only people like this. Versus there's a whole segment out there that might just beat your door down. Say, Please, help

Blake Beus  34:31  
me. Yeah, absolutely. All right. Well, let's, we're this is one of our longer episodes. Yeah, let's let's wrap it up. But I think this is one of the more important ones we've talked about, because I think we've identified identified an issue that maybe has flown under the radar with the removing of targeting options and how it's probably impacting minority businesses, businesses that that cater to minority audiences. It's impacting them negatively, more so And then other businesses, but I feel like we've identified you through testing and through some other things, some things to try, which, you know, work on the ad copy, try YouTube. If you're not in YouTube right now, try just try YouTube. It's, it's maybe feels a little intimidating, but give it a shot. Because it's it's not as intimidating as it seems. And there's a lot more room for growth.

Greg Marshall  35:28  
If you're especially if like if you're a service based business, you 100% should be at least trying to, but at the Loris expecting YouTube to provide great results, but

Blake Beus  35:43  
yeah, and you don't even like just on YouTube really quick before we talk about the next things like, your video does not have to be crazy, flashy, whatever it is, like, I can't tell you how many Liberty Mutual ads I've seen in the market for for insurance. Yeah, but they have these flashy, catchy, clever ads, which you might think you need to do. Yeah, but some of the best performing ads, you've seen, and I've seen very, very simple, literally, someone may be holding a camera with decent lighting, and it's quiet. So the audio is not distracting. And just talking about what the offer is. And, and sometimes that's all you need, you got to realize a company like Liberty Mutual, is trying to get hundreds of 1000s of more customers. But most businesses out there, they just need a few 100 more customers, a few 100 More customers is a big win for many businesses out there. So you don't need flashy ads or whatever. Just make sure you've got okay lighting. And the sound is easy to hear your voice is easy to hear and just be authentic and and speak.

Greg Marshall  36:48  
Yep. And that's that's literally it. And I think, you know, if your E commerce, definitely look into utilizing Google, I've moved over a couple of clients that are doing Google soli that are seeing tremendous results.

Blake Beus  37:05  
And these are minority. Yes, they're focusing on a minority target. Right? It's right. Yeah, yeah. Well, some you have others that are but some, some of them are and they're and those that's a good place to be.

Greg Marshall  37:15  
Yes. It's I think it's ultra underutilized. It's it's a it's an area that can get you great returns. So if you're not doing some Google, you know, the performance Max coming out? Well, it is technically album, it's going to get better and better. We performance Max, I haven't heard about that performance. Max is Google. And what it is, is it takes all the different ad placements. So YouTube, discover display, Gmail, you know, anywhere shopping, anywhere you could be and you create a bunch of different marketing assets. And then Google's AI then pushes it in front of the person that you want, based on the conversion goal row as Gaul

Blake Beus  38:03  
interesting. And they puzzle piece those assets together, right? So you have individual headlines, like a list of headlines, you'd have a list of images, a list of description tags, or whatever, video different videos and then it will puzzle piece all of those together. And that's interesting. We should talk about that more on our maybe on our next episode.

Greg Marshall  38:20  
Cool thing that I've tested with that so far. That's pretty give you a lot of good information. They actually tell you what combination of picture headline ad copy is getting you the best result. Which if you think about it, you can use that information for your ads and other platforms.

Blake Beus  38:40  
Yeah. Oh. All right. Well, that's a little I think that'll be our next talk. Yeah, I

Greg Marshall  38:48  
would love it. Like five hours was Yeah, absolutely. So

Blake Beus  38:51  
Greg, how can people get in touch with you

Greg Marshall  38:54  
go to Greg and you can book a free strategy session and what about you, Blake Beus

Blake Beus  38:58  
calm and there's the social media moneymakers, SM three group, that's the main way to to get some of my time. And we'll we'll see you guys there.

Greg Marshall  39:09  
Talk to you next time. All right. Bye.


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