Show notes
Why Dave Decided to talk to Brett: Brett Curry is the CEO of OMG Commerce, a digital marketing agency and Google Premier Partner. He is also the host of the eCommerce Evolution Podcast highlighting what's new and what's next in eCommerce. He and his team manage Google, Amazon, and YouTube ad campaigns for over 100 growing brands. Brett shares his knowledge of creating ads, what works and what doesn't, and best practices for advertising. Tips and Tricks for You and Your Business: Using Youtube To Prospect: The Mysterious Black Box (1:20) Make Yourself Clear- What Is Your Product Is About? (13:22) Easiest Ways To Get Customers From Youtube To Your Product: (17:38) Tips For Creating Videos: (19:32) Quotable Moments: "Are you saying enough to make someone say-- hey this is different, unique, and I want to find out more about it." "Do something in the first 5 seconds to arrest someone on your product." "If you have a great video or funnel, I believe now is the time to use youtube." Other Tidbits: Brett goes into great detail on intent based targeting--targeting people on Youtube based on their google search history. He discusses how to properly build successful campaign advertising videos and gives wonderful advice on how to make them very effective. Links: FunnelHackerRadio.com FunnelHackerRadio.com/freetrial FunnelHackerRadio.com/dreamcar ---Transcript--- Speaker 1: 00:00 Welcome to funnel hacker radio podcast, where we go behind the scenes and uncover the tactics and strategies top entrepreneurs are using to make more sales, dominate their markets, and how you can get those same results. Here's your host, Dave Woodward. Everybody. Welcome back to it. Speaker 2: 00:18 Funnel Hacker radio. This is going to be a fun, fun experience because it's a dear friend of mine. I wanted to do she guys too. I've known him for years and the guys absolutely crushing it in ecommerce eyes. Got his own. He's a CEO of Omg Commerce to digital market agency. You also is the host of the ecommerce evolution podcast. Welcome to show Mr Brett Curry. Welcome, Brett. Speaker 3: 00:36 Dave, what's up man? So excited to be here. This is gonna. Be Fun. Speaker 2: 00:40 It is so crazy. I remember, Gosh, I think. I think we met way back in the DOTCOM secrets local era. It was, Speaker 3: 00:48 yeah. I was trying to remember dates. I'm terrible with dates, but I think it was 2009, 2010. That's. We're working closely with Russell on some dotcom secrets, local stuff and we started hanging out and a crazy where our paths have taken a sense then, but that was fun. Fun Times. Speaker 2: 01:04 You guys have a killer agency that has just been crushing it for quite some time. You've done everything from, from TV, from local media to know you've got a ton of articles out there. You're doing this obviously, right? Niggas really specialized in the whole physical products on ecommerce, but one of the things I, if you're alright with I'd love to dive into and one of things you're kind of talking about before and that's this whole youtube thing and it's kind of this mysterious black box everyone talks about, but you have. You've mastered this thing, so I'm going to dive right in. Are you okay with that? Speaker 3: 01:30 Let's do it. Yeah. Love, love talking to you to my favorite. It is the marketing topic of choice for me to nerd out on right now and I like talking all things marketing, but youtube is at the top. Speaker 2: 01:42 Well how do you use it as a prospecting channel? That's one thing I know a lot of people struggle with. How do I actually use it to prospect? Speaker 3: 01:49 Yeah. So it's interesting, you know, I think youtube has been a powerful channel for years and years if you're good at creating content. So, you know, if you go back to the Gary Vee days, you know, if you're a Gary v and he built Wine Library TV and just really launched his career on Youtube and they're a lot of other content creators. We've done kind of the same thing. And so that, that's been a powerful youtube would powerful on, on that front for a long time. Uh, but, but recently, you know, Google's come out with some ad formats that are really powerful. And namely the ad format we use is called Tru vue and it's called trueview. It's, everybody's seen it, you know, if you go to youtube, you're going to watch a music video or, or a cat video or whatever your video of choices. You're going to youtube and check that out. Speaker 3: 02:37 It's the ad that pops up before that. So it's the pre roll, uh, in stream ad is what they're called. Those are the ones that are skipable. So, so I Bet Dave Woodward, you've had the experience where one of those ads pop up and you think, curse you advertiser. I just want to walk my work avenue, but something about the ad hooks you in that first five seconds, I'm magical. Five second window it you and you watched the whole thing. A lot of them you'd probably skip and that's fine. Um, but the beauty of that is from an advertising standpoint, you don't pay if someone skips, so you only pay if someone watches the ad or if they clicked through to your site so that they engage with it before you as an advertiser pay. So that's what we're using. We're using truview in a lot of different capacities. Speaker 3: 03:20 And the beauty of this is a one, the youtube audience is massive. I mean everybody's on youtube billion users worldwide on a monthly basis, 18 to 49 year olds. You know, I saw a stat more people watch youtube during prime time, then the top TV, top 10 TV goes combined. Um, I even saw it turn, which is interesting for 13 to 17 year olds, like 70 percent of them are on youtube versus only about 50 percent on facebook for that younger demographic, which, which is interesting. Um, but anyway, so we're using varieties of the trueview ad format and kind of harnessing that massive audience and then harnessing what Google knows about it's users has got some amazing targeting options now on youtube and we're kind of combining that to create some, uh, some ad magic for people. So I, it, I know that most people kind of lean first to facebook because of all the data that's there. Speaker 3: 04:18 What types, how does it compare from facebook to youtube? And you'd made mention earlier that you're actually seeing a lot of people starting to shift dollars from facebook to youtube. So kind of explain how that. Yeah. And so, you know, just to be fair, I think, I think facebook is so extremely powerful. I think most businesses need to use facebook. I don't know, facebook, myself, I've been at Google ads guy for forever and so it was a natural extension that, uh, I did the TV and radio back in the day as you alluded to as well. But, um, you know, some of the audience targeting is pretty comparable for youtube to facebook. So things like lookalike audiences as an example where, you know, you can upload your customer list to Facebook, they'll generate a lookalike audience for you. Google has something similar, only they call it a similar audience where you can upload, Hey, these are my buyers, these are my subscribers, these or whoever who will build a similar audience to that. Speaker 3: 05:08 So that's nice. Um, any kind of interest based targeting. So, so all of the interest based targeting you can do on facebook, you can do something similar on, on Google. Um, in fact, one of my favorite audience types is called a custom affinity audience and that's where you can go grab websites that you feel like your ideal customer, likely frequency. So it could be, you know, if we're in the workout space, it could be, you know, the particular brand of, of a workout site, you're looking for a different crossfit websites and things like that or um, you know, it can be conservative news websites if you got an, you know, an outdoor product or something like that. So you're, you're building a list of a and you're telling Google, hey, build an audience for me, like those people to visit these websites. And of course Google knows who visits every website, right? Speaker 3: 05:55 So they can build that list. I'm really, well now one of the things that Google has the facebook does not have is what's called a intent based targeting and one singular audience called it customer intent audience. And that's where you can target people on Youtube based on their google search history. So I don't know about you. Yeah. So this is just totally awesome. So do you, Dave, do you, are you a youtube user? Do you get on youtube much? Not as much as I as my kids there. Yeah. That's cool. So, uh, you know, when I'm on Youtube I'm mainly looking at music videos of my kids don't that, that I think this does line up with that trend I talked about earlier, like the 13 to 17 year olds, they're, they're all over youtube. My kids are looking at life hack videos and how to fix your hair and how to pick up girls. Speaker 3: 06:42 My team looking at things like that, I'm usually looking at like a music video or sports or, or how to or something like that. My search behavior on Google's very different. Like I'll search for every product that I want on Google and stuff. Well now you can target people based on what they're searching for on Google when they're on youtube. So if we've got someone who's selling a, you know, some type of apparel, a winter coats a week, we could then pull a list of top keywords that someone might be typing in on Google. We can then give that to google, build an audience around that, and then those people, the next time they're on youtube, we can run our pre roll or instream ad to that audience. It, it is phenomenal and there's so many creative ways you can approach that. For most of our clients, that's the best audience to run it or, or close to it, a accustomed intent audience because you can kind of, based on the keywords you, you're using kind of pick people at different stages of the funnel and then, and then so you know, they're there at least in the market to some degree. Speaker 3: 07:44 Then you hit them with a powerful video ad. It's just, it's an awesome combination. Is that work best for physical products or does it, does it matter? Well, I don't know that it matters. I mean I've seen some case studies so we were a google premier partner and we have our google reps come into our offices about four times a year and they do case studies and stuff and I got, I got to read a case study from Hawaiian Airlines and they're using this type of targeting and it's phenomenally well for them. Uh, but. But my agency, we work with physical product sellers. That's what we do. That's what I know. But it, it'll work for any business. I'm pretty confident, I mean as long as the, as long as your message is clearly communicated visually, as long as, as long as video is a good medium to communicate your message that I think you can, you can find the targeting that, that works for your business. But I mean, you know, we're, we're doing, uh, we're talking about Ezra firestone prior to hitting record. Good friend of mine been, been doing all his google traffic now for years. We run all the youtube for boom cosmetics. So yeah. Yeah. So, and then that's it. You guys are doing all that. Yeah. So of really. Well for them it was all hands. So I'm going to have to. Speaker 3: 08:56 Yeah. You know, so he now he's a smart marketer obviously when that same company, but he definitely inspires a lot of things, but we're the ones kind of pressing the buttons and pulling the levers. So it could be skincare, it could be a wedding ring, it could be auto product, it could be, you know, we're, we're all over the map, but, but no, I think if I wasn't, if I owned a business, if I was using click funnels, like I know most of your listeners are, if my story can be told, well visually I would try, I would try youtube to see if it see if it would work well for a person who wants to kind of get started on that. Where do they go and how long did the videos you have to be, how professional they have to be made, that kind of stuff. Speaker 3: 09:40 Yeah. Great question. So the, the video does have to be good and what I mean by that is it has to resonate, you know, it has to compel someone to say who I one VAT or, or at least I want to check that out. I want to look a little bit further at that product or that service. So it does have to be compelling. It does not have to cost you a fortune and I would almost advise against that. Um, you know, we, um, we do ecommerce for a long time. One of my, uh, favorite traffic sources, Google shopping, I don't know if he ever spend with Google shopping, but the product listing ads you searched for job search for a particular type of watch and then you get the little product images and stuff. Those ads work almost, no matter what, like if you have a, um, you know, if you're kind of bad at Google shopping, it'll still work pretty well for you. Speaker 3: 10:30 Uh, not the case with Youtube, you know, if you throw up a, a crummy video that just doesn't move people, it's not going to work. It just isn't. Um, we, we've seen, you know, we're talking about audiences earlier and how important that is. I've seen though where we get the same audience targeting, but two different ads, one that really connects with people, one that doesn't and the results are staggering. No one will, one will never get off the ground and the other one will scale to, you know, spending $8,000 a day, you know, um, profitably. So, uh, there, there are some principals there. I mean, I think you need to, you need to hook people in the first five seconds, you to communicate a clear benefit. You'd have some testimonial elements you need to overcome, objections, you'd have a clear call to action, but it doesn't have to be, you don't have to hire some fancy ad agency to come and shoot this, this video, uh, one of, one of the best videos we're running now for a client. Speaker 3: 11:22 It's 100 percent client testimonials shot with an iphone or whatever, phone, iphone, android mixing there too, which is fine. But, you know, we got all these clips of customer St Wow. Look at this product and this application that we love this. So we just, we mix those together with a cool intro, cool outro, and that's it. And it works. So there's not like a set, you know, you don't even have explosions and, and, and special special effects and CGI and stuff like that. It just, it needs to resonate with. So it does have to be a good ad, but it does not have to be expensive. Um, and, and so, and then you ask about ideal link. I'm the way, the way the pricing works, the way you're billed as an advertiser, someone has to watch at least 30 seconds of the commercial, uh, before you build the 30 seconds or the whole video, whichever comes first. Speaker 3: 12:11 Um, you know, on, on facebook, facebook counts of you after three seconds, I believe. So that's another kind of difference in the two. Youtube counts as a view if it's, if it's over 30 or the whole video, uh, but a lot of the videos we're seeing that work are in that, you know, 30 to 92nd range. Most of that are a little over a minute. Really. The key is, are you saying enough? Are you saying enough to make someone say, hey, this is different, this is unique. I want to find out more about it. Sometimes…
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