Brian Moncada YouTube Ads Masterclass @ Sam Oven's Quantum Mastermind

What's up, guys? Brian. Hi, Brian. What's up, Brian? Quick backstory, right? So I got my start YouTube ass working full time for Dean Drag Yosi. And I learned YouTube spent time and actually one of the best response marketers the last few decades. And so he's all about obviously creating, right. Videos every week. That's his highest roi. So when it comes to the creative. Right. He has a very simple framework that I use for our clients, the agency for YouTube ads. And it's just the same that you've already learned today, right? But it's hook story close. Okay? Same thing for YouTube organic. Now, you were asking earlier about the should you film the three to five books and then just the body, right? Or should you just film a bunch of ads and how many at once? What I found is that this structure works really well because it allows you to test. This structure allows you to find one winning ad pretty quickly. Because if you have what we do is five hoes, right? One story and one close. And this is kind of like its own section right here. So how do you find the hooks? Right? Well, what we teach our clients is just don't reinvent the wheel. Use what already works, right? So, Adam, you already have an email that crushed, right? And you said you just took it in, ran it as an app. So how did you do it exactly? Easy right there, right? You have an email that's converting. And we do this for our. Well give you the best email and we convert it to this right here, right? The hook is the subject line, right? That's anywhere from zero to 15 seconds, right? Sometimes 30. And then the thing about YouTube ads now is the ads have to be three minutes. They should be. So three minutes. Three minutes. Three minutes or less. Three minutes or less. We've tested this recently because YouTube actually just came out with this in their policy that they're favoring ads that are pretty much the less. And so if you think about it, YouTube ads is just getting someone to click off the ad for the. So you want to make the ad because it click to go to take the next step. The ad's all about getting click, right? So in this three minutes, you know the framework of the hook, right? You're getting their attention with the. In this case, emails out the subject line. That's one way you can do it. Another way is we just use the headline on the actual sales page or the landing page, right? So you can just go to your landing page right now and click open a Google document, copy and paste your headline on Your landing page. And then that's a hook, right? You can just word it around a little bit and use that as well. Another way to find hooks is obviously the biggest pain point of frustration. So as you guys were doing intros yesterday, everyone was talking about how to scale YouTube ads, how to scale YouTube ads, or the best way to launch on YouTube ads. And then one of you guys said, or a lot of you said, inconsistent lead flow. And so, like, these are all things that I'm thinking about now for our ads, because those are the biggest pain points and frustrations of everyone in the room, right? And the market in general. Another one's lead ball, right? Like, these are the hot topics that are going on in the. In the community right now or in the industry. And so you use those hot topics as hooks. So one way to find a hook is the hot topics, right? So for me, I would use a hook of something like, are you tired of dealing with inconsistent lead flow and your Facebook ad costs are rising? Well, you should run YouTube ads. If you want to learn how to run YouTube ads the right way and scale your campaigns to whatever, then keep watching this video, right? That's the hook. So if you're someone who's dealing with inconsistent lead flow, tired of running Facebook ads, or showing big calls for Facebook ads that are profitable, you're probably going to continue watching. So there's three ways to find the hooks, emails, landing page, headline, and then hot topics in your industry. Yeah, Mitch is actually. There's also, like, different styles of hooks, right? So, like, you have a polarizing hook, right? Like, my best ad is like, your calendar looks like this blank, and your counter looks like this, and it's full, right? So, like, there's styles of books you're like, direct at. Do you want more calls on the count? Like, you're going right to the junction, right? So it's like you want to mix it, like, with those five hopes. I'd even recommend two, like, stories or what I call bodies, because now you have 10 variations, right? And you don't know which one's going to pop off. So you have, like, hope could be, like, polarizing. Then another one's like, direct. Then you have another one that's like, success story based on, right? So you have, like, a variation in the hooks as well, of, like, the style of the hook. And then you're kind of looking at it as angles, too, because the angle is the hook in the body, right? That's like, one of them could be like, LinkedIn is king. And I Could like have a whole angle around that, for example, so you want to look at as angles as well. And then the hook, you can add like different styles of hooks and then that makes up the whole add variation. And then you have so much to test from. So you test it with different keywords and you can mix and match them. And that's where you find the winning combo of ad audience. Combo, right. That's really the name of the game. The creator's 80% of the work. Yeah. Hands down. How do you come up with hooks? Like, is there a formula or something that you use for like hooks? Yeah. So with our clients, right, when they come to us, we have them just literally answer Google document that has 21 questions on it. These 21 questions are about extracting their information on their avatar. What are their biggest pain points, their frustrations, what keeps them awake at night. Similar to what you do in up level, your avatar document. Right. And then we use those to come up with the topic of the hook. Right. And then that topic of the hook becomes the solution we present in the body. Right. So the body has like you do with organic, it's three bullet points. Right, Bullet points. So what we do here is one of our clients with Tap Brothers, their best ad was, hey, stop doing this exercise. That's the first, second or two, right? Hey, stop doing this exercise. And then it goes and it transitions to E roll of military guys. And the next line is, this one popular exercise has been banned by the military. And 7 out of 10 people use this exercise every single day. So it's stop doing exercise. And it's like Mitch said, it's almost like a curiosity. What's the exercise? So you're almost continuing to watch to figure out what exercise it is so you can continue doing. So you can. If you're doing the exercise, you stop doing the exercise. Right. And then that also sets them up to say it again. What's the exercise? Wait, really? Yeah. That's the crunch, by the way. The crunch. Just like a. Yeah, like the typical crunch. One thing that we're testing right now that's working really well is just taking a clip of the VSL and testing it as an ad because you're getting. You wanted to watch the VSL anyways. The VSL is what's selling them. Right. And the VSL is your highest converting sales person you have. So we're taking a clip of that, putting it as the actual ad. And then what's cool about this is that this works really well because they're Watching it as an ad and they're clicking the authenticity one, so they're just like, already in the frame. What's the best hook? Can you say? That's a good question. The best hook I've ever seen. That one's pretty good. I think it was. It was Dean. He did. He did what I call, like the follow along ad. And he did this. He did this a lot where, hey, come check this out. And then he would show you the computer. And then so immediately it's like you're getting your attention and it goes. And then it says, that was one of the ads. But I think the best I've ever seen was here in my garage. Yeah. I mean, it's hot to beat. Yeah. I would sit here in my garage. We make YouTube ads. YouTube ads. Everyone does that. That's the king of YouTube. Well, I think. But I think what that goes along with what Sam said. As soon as Sam said, like earlier that people want to come in an ideal world, people want to come over to your house and hang out. As soon as he said that, I was like, oh, my gosh. That is what Ty does every single time. How many videos you watch of him? He's opening his front door, hey, what's up? Or hey, Mark Cuban came over. Right? Or he's in his backyard. Hey, here in my backyard. Is it like Puerto Rico or something? But it's like every time, though, it's like you're stepping into his world and he's telling you a little bit about it. And then when you said that yesterday, when you were like, you just switch topics. I was like, so many light bulbs. Of all the Tai Lopez videos that I watch where he does it so much, I was like, okay, I do have Roland Fraser, one of our clients. Don't start a business or buy an existing business. Yeah. Oh, I saw that one. Yeah, that's the hook. That's the hook. Don't start a business, buy an existing business. I've seen that ad like 5,000 times. We keep running it. Yeah. And I've clicked on it, too. Multiple times. Running for two, two and a half years now. And then how often do you. When do you first state call to action and how often do you repeat it? Yeah, so there's two call to actions. So the first call to action over here. And I'm not the best with drawing, so sorry, cta, this is just a continued watch. In this video. I'm going to show you how to do this. It's like a soft cta. It's not, it's not like keep watching. But it's like in this video I'm going to show you how to do this. Right. Whatever the bullet points here, this is like problem, misconception. Someone was saying about the YouTube organic problems, pain points, frustrations, and you're kind of overcoming them in the score. And then you also add a CTA pretty much right here. Yeah, like can you do that 30 second mark as well? So you should have one CDA for the first. Yeah, just like 30 seconds. Got to do this. So they will be launching them to click early if you can, because it's a direct offer. Like if they already know you. So like, I mean CDA is. Then click the button. You'll be taken to this page. Yeah, right here. At what kind of minute or second mark? It depends on the script, but like probably one minute. So one minute and 30 seconds to two minutes. So I'll say two minutes for like the sweet spot template. And then the CTA number two would come right here, which would be like closer to 2:45 here. And then we have 10 seconds as an in screen before the three minutes. So it's just like the call to action. 10 call to action. Just the countdown time. You'll do your first one at that point when you're doing the three minutes or less. Like at what point, how quickly typically are you giving them a call to action? Yeah, you're basically telling them like hook. Is that what you end with points and then another call to action and then more case studies and then end screen. 30 seconds. It. Do you always have some form of like a case study or testimonial in it? Yeah, yeah, yeah. What do you recommend for that? Like social birth testimonials. Yeah, I mean Alex Becker's really good at that. Yeah, Alex Baker's really good at that. You can do screenshots. Screenshots work visible. So. So like screenshots of the one that you said my business. That would be a screenshot we would use, Right? Something like that. And then. Yeah. What do you say? Like screenshots of money results. Like my Facebook calls. Like whatever the result is, they want to just hammer them. Yeah. Mitch is absolutely. You guys haven't seen how to pack a calendar. I bought a rough. A lot of. Yeah, that's really. That story. How often are you telling the kind of describing factor of what your business is as opposed to like nugget value education? Very quick story. Like the story starts off with just the intro. Like, my name is Brian McAda. I'm the founder of aspect.com and we run UC. Fats are some of the biggest things in the industry. XYZ. So that's describing what you're doing. Yeah, exactly. Not delivering educational guys. Yeah, yeah. And then I correct the education after that. So it's both. Yes, you have the intro and story and then it's education. So hook the stride. Hook Self intro education. Three, six, story. Be story of like. Yeah, it's like story body. Right. Like, because Dean, you think about it, right? Dean has no story close because Dean selling to every, like a wide variety of people. Everybody. So stories work really well when you're going like B2C mass market. Because it's not B2B. It tells a story about something that happened and it gets him emotional and then obviously he gets a click. Right. So we use this template and its story, which is introducing yourself and then you can tell a story too. But ultimately in the market we're in, right, you just self intro and then go right to educating them. What about like style? Is it selfie? Video on the phone? Phone works really well. Selfie, selfie. We found that that is the quickest to produce. It takes a lot of complexity and you know, it's just easy to do versus like getting everything set up. I mean, closet you should do so. I mean, you could bob a desktop and probably work. Is it just so good on the. What, like doing like a phone. Phone app. Yeah, but like with your setup, because you're used to it, you would feel comfortable just doing it. Yeah. Movement works really great in the hook. Like the first five seconds you move around. Yeah. That's what I love about the phone. I've done that. You get all this movement in it. It's more personal too. Yeah, yeah. That's why the DNA worked for the club. He's like, hey, go check this out. Right? Because someone was filming him and he's walking around his office. So like you can even film like here in the office or like it's kind of like you're going on an adventure, right? Like you're keeping their attention by showing them different input. Like as you're talking. That's. Yeah, any. Anything. So like the top five things that. What we found to work between ads is these five things, right? Background music that work. All these things help. You don't mean them, but they help. Background music, super low. Not overpowering. B roll. Motion graphics. Like images for social screenshots, sound effects. So if you do a motion graphic, you put a screenshot on there like this. Like a Ding. Or like something. Something to get them to look at. I shot the half the five second mark, have a sound effect and do a transition because then they're about to click on something and it's like now back in. It works really well. Makes sense. Forgot Skip. Skip. What apps doing captions work for me? Any tested without captions? You test them with captions. Do you just put them on the video? Say it again. You hard coded on the video? Yeah. So your editing team puts them on the actual he brings. Yeah, I would do without it first and then I'll test it with it to improve and see if you can get the control even better. So if you find an MS.3 and it's like crushing, one way you can split test it is with a banner at the top of like a. What's called like an overlay. Right. So you put like the black bar at the top. Well, our best ad is are all your answers in the basement basket. And I get some compliments and clients from that a lot. So pain like fear. Pain and fear depends on the market. It's like we have two brands. One, one, it's a less wear market, more beginner desire works way better. The other one's more intermediate, more aware. Maybe get it under a certain page work. Yeah. Like an easy angle for anyone here is like what are the top like, especially if you like make money online or you're trying to help someone start a business. Right. Like what is everyone talking about right now? Crypto. Right. Probably forex or something. Or the stock market. These are all opportunities for. Say it again. Miami. Are you considering moving to Miami? Oh, yeah. Brian, when you have like a winning ad, I think you just mentioned this. Like it's doing really well, but you need to refresh the creative. How do you take that? Like have a low investment way of adding a variation to it. Yeah. So there's two ways you can do it. Right. So you have a control ad. It's crushing. It's working. The two ways you can like try to find another way is you write five ebooks and you just keep the body closed. Right. So you don't touch the control. Like the main app you have where you have storage, you just use 0 to 15 seconds. That's it. You can film them on your phone too, and just edit them into this piece. Which is why you film these separately. So that's why we have our clients film these separately. The hooks are separate and then they film the story of the books. Unless you're just really good, like Sam, you'd probably be really good. You can film all in one tape. But even if you do, what I would do to test against it is I would test five new intros and then have. Or I guess you would edit, in this case, edit it into the controls. You're not the phone, so that's one way. The other way is you just have your editing team essentially test out different things. Like, for example, adding the black bar or the white bar at the top where it's like something crazy. So like seven secrets to X or something. Or like a short. The YouTube ads. Like this. Right. So these are the dimensions of an ad. Right? This is the skip button right here. Yep, Skip. And then the ads full screen. Right. But then you have this black bar right here where it's like three. The headline. Yeah, exactly. Secrets for entrepreneurs. And so this is catching their attention right away. And that might give you an extra edge on having them continue watching past five seconds. Would you also do, like, captions at the bottom? Yes. Another black bar. Oh, you do on every ad. Do you think that performs better by about 15%. Really? Do you have the ad bar on every app now? Oh, no, just captions. Captions on every app. If you have an ad that's working really well, you actually think a bit more that the ads are working as opposed to the hook. Because what we tend to do is, like, if an ad's working really well, you'll actually integrate the body and see the same hook. But it sounds like you think a bit differently. It's like actually swap out the hook. One thing on thing that Brian, I learned from him is that if something's working and you're like sitting. Sitting at your desk, go film the same poke on your phone or a different location, and then you can. That's variation. Change the environment. But it's the same hook. Just different environment or editing you can do with the editing. Yeah. So like, for example, right. Like one of our clients, Paul. Right. Who's seen the actual bullboard, where it's like, oh, let me let you in on a little secret. All these online gurus have been asked about. Anyone seen that ad? Yeah. So that's like that ad of his spent like $900,000, and he spent like a million dollars last year. That was just that ad. That was the only ad that made him all the money. Right. And so what I told him to do was I told him, like, he just filmed it in his studio. And I was like, dude, you should just go film this in a number of different. Yeah, like Mitch said a number of different places for the photo, just switch it up. Brian, what kind of KPIs are we looking in the Google thing to kind of check if the ad is working or maybe landing page is that. Or what are some methods. Yeah. So honestly for the ads like we just look at the. I mean, well first of all, is it getting conversions that are at a good cost per lead, cost per call? Right. But for the ad specifically, you just look at the clicking rate, right. What's a good KPI range for click? If it's less than 1%, you just optimize. So if it's less than 1%, we always just write it in the book. What's exceptional? Like 5%. That's really 3%. Five is exceptional. Less than 1 is unacceptable. If you have a 5% clip through rate like the tap level, they stop doing this exercise. I mean I use that as a case study because it's going to run for two years. At what CPM though? 5% CTR saving. At what CP? CPM. Because like sometimes my CPM will go up to like $110. But I'll get like 3% CTO on an ad. But then it'll balance itself out. Yeah. What's so like is the campaign profitable? Yeah. Profitable, yeah. Yeah. Then I would. So it really boils down to ctr. That's all, that's all we're looking at. And most of these funnels for vsl so they have opt in. It's. Do you know a good range of cost per lead and cost per call from what you were saying? Yeah, it depends on the niche. Right now I would say on average like if you're doing something in the biz op make money online. 25 to $30 a week is like pretty standard right now. If you're in the B2C you can get $10 to $15. It also just depends like on your business. How do you know? I would follow what Sam said. I mean, you know, if you have five ads, right, and one takes off, you can realistically run that at less than $1,000 a day or even a thousand dollars a day for a few months without needing a refreshment. But I would always. The thing that I got in the habit of that Dean taught me was whenever he would find a winning ad, then he would just get in the habit of trying to find another ad. So like for example, right with Dean for his free plus shipping book offer, Millionaire success habits. That was the offer that I helped to scale on YouTube and we filmed 123 YouTube ads for that one offer over a matter of two years and a few months. 123 YouTube ads for that one offer. Out of the 123 YouTube ads, only 12 of them converted pretty well. And out of those 12 that pretty well, there was only like four or five that made 80% of the fun. We tested 100 and 23 ads and that offer on the front end made about 2 to 3 million dollars just on the front. So when he's doing that, is he finding his audiences as well? Great question. Yeah. So, so what? So this is one thing that I gave, that I learned from him that I use for all of our clients is when you have an ad that's working, right? There's a hack that you can do that probably a lot of, you know is where you can actually look at your placements tab, right? So placements, placements. And then there's a tab called where ads Show. And so when you look at your where Ads show, this is also a way to like not have to think about what ads you should create. Like, if you're thinking about I need to create a new ad, I'm worried about my ad fatigue, let's say, right? You just go to your ad show and you can literally sort by conversions and see what channels and videos you're getting leads on and post calls from. So you can use that information to now look at the titles of the videos you're getting conversions on and use that for your creative next. So what we do is we find, for example, in Paul Gordon's case, right, A lot of his market was interested in affiliate marketing. He was converting on a bunch of affiliate marketing videos, channels related to affiliate marketing. And so what I said, dude, your audience is interested in affiliate marketing. So what I would do is I would create another ad with a hook being or just another hook saying basically it's another ad, right? Because it's a whole new angle. But the ad is. Affiliate marketing is dead. The new way to affiliate market in 2022 is remote closing, like using the keyword that you're getting conversions in already for your account as a new angle for an ad. And then that allows you to then expand and scale using something that's already proven to converting your ads account to a brand new audience you haven't even been targeting. Does that make sense? Yeah. So that's one way, right? The other way is let's say you're already targeting keywords, right? So with Dean, right, One of the best keywords for his preflushing book offer was the Law of Attraction. And so I was like dean, I need you to film a new ad with the book being the Law of Attraction in the first five seconds. So his ad was the Law of Attraction. Does it really work? And that shows to any video that has Law of Attraction the title description or the channel name. So you can see how it's very, very relevant for that audience now. So that's how you can come up with new ads based off of the target advert. How would you target if your niche is. Because I don't know any keywords or targeting. Like my niche is architects and interior designers. How would you target them? There's in market of quality architects. So there's in market audiences. Right. And affinity audiences. Right. So those are pretty limited. But I guarantee you be able to find a sweet spot with one of one of those two audiences. What was the second one? In market audiences and affinity audiences. So in market audiences is people that Google classifies as like people that are in the market to buying a certain thing. Right. So like a good one for everybody here probably be advertising and marketing. Right. That would be for us as well in the market for advertising and marketing services. So I'll go there. And then there's Affinities, which is interest. Right. So there's two broad spectrums of targeting on YouTube. Affinities is based off interests, so what people are interested in. And then there's intent. Right. So what people are actually watching and searching for. So usually it's always best to start with intent. Right. Which is why we use keywords and custom intent audiences. So keywords, like I mentioned earlier, the law of attraction that allows you to show your ads on any video channel or even video that has a description of blog traction in. Right. So you can also find tons of other challenges to target that way. We use custom intent because you can target people based on what they're actually searching for. On Google that's obviously really intent based. So if you can show your ad to someone who's typing in a keyword, that mindset Law of Attraction, whatever you're going for, you keep selling Amazon fba. Right. You'd be able to target. Right. You said in the US the lead costs from 20 to 30 dollars. In Europe what you have seen for like B2B. All of our clients are in US, UK, Canada. Yeah. In Europe we are running as we want to know what's the lead cost, what's a good lead cost? Like lead as an opt or. Yeah, we don't do any updates per call, per survey. So to say it's like around 100 in to be like 150 to 200. Like for example, it's Maria. Wait, wait, what's your lead cost in Chile? $2. She's getting $2 leads and she thinks that. Right. Like who's already running YouTube ads? Okay, great. Who wants to start running YouTube ads? Okay, well there's two, there's two types of targeting. I already explained that. Right, but if you're not running YouTube ads and you start running YouTube ads, the easiest way that we found to get conversions fast is going after intent based targeting. These are. Right, these are keywords and custom intent audiences. Justhiresben.com that too. Keywords and custom text. Right. So we have what we call the targeting timeline. Okay. So this is scale. So when you're starting right, the best target you can start with is your lowest hanging fruit. So this would be remarketing or M for remarketing. This would be YouTube. Right. These are anyone who subscribed to your channel, liked the video from your channel, commented on your channel, share the video from your channel, and added any video of yours into a playlist of theirs. Is there an option to get lookalikes from them? Is there an option to get lookalikes from them? Google likes lookalikes. Yeah, yeah. You can make similar audiences off any. So when you start running YouTube ads, you want to create audiences of your YouTube channel, even if it's your ads channel. Right. So first of all, you want to have two channels, like Sam said, one organic and one just for ads. You can link both, create audiences based off both of them. So that way you're not running ads on your organic channel and streaming your metrics, you have a separate channel just for ads and you link both to your ads account. So remarketing YouTube. Right. And then you have keywords. Keywords I just explained. And then you have. Sorry, sorry. The remarketing is what, like retargeting anyone who's already been to your opt in page, your landing page, all right, have to have a pixel on that. Like what is this like Facebook, where you have to have a pixel on that page before they hit it. So if I have sent a contract for the last 30 days so I don't have to actually set it up beforehand. Like since it's on Google, I found out that remarketing like your website visitors on YouTube isn't as effective as it is on Facebook. Yeah, yeah. Like YouTube now seems to be like what it. Like it's like switching, right. Like, YouTube used to be your marketing when you were running Facebook ads, but now it's like YouTube primary. Yeah. Facebook to retargeting. But like if you're retargeting a YouTube channel, it's. It's much better. Yeah. So like my friend Clark Keckley, right. Like he has like a million subscribers on YouTube probably now, but he is getting about five book calls a day just remarketing his YouTube audience. He hasn't even gone full yet. He's still in his calendar, marketing to his YouTube. And we're assuming you already have subscribers and videos. Yeah. So that's if you have a popular channel. Right. So let's say you don't have your marketing. Let's say you don't have YouTube. You start right here. Keywords and custom intent. Again, keywords. You can type in keywords that people. Keywords is like contextual. Right. So if you type in again, the Law of Attraction, it shows up on videos that have the Law of attraction in the title description or channel name. So it's going to be pretty relevant to what you're offering. If that's your offer. If you have Custom intent, right. It's people that are actually searching for that keyword on YouTube. If they type in Law of attraction, sorry, Law of attraction on Google. So they're searching for it. Could you. Custom intent, how does that differ from keyword? So keyword is anyone who's watching these videos, right. So basically it's like if you show your app to someone who's watching a video of the Law of Attraction, right now, your ad's gonna pop up before that video starts. Does that make sense? Yeah. Custom intent is they search on Google. Law of attraction doesn't necessarily mean they're watching videos on Law of attraction on YouTube. Got. The next time they're on YouTube, you're going to target them. Got it. Okay. So the keywords are literal, actual keywords in front of specific videos for that content. Got it, Got it. That's good enough. So that's the best way that we found to start. Right. And then if you're scaling like most of you are already running YouTube ads. Right. So custom event is more based on the search. Historic. Yeah. Or websites. Yeah, Websites. So you can do. Also it's like there's. It's basically called custom audience. Right. So you can select people who have browsed any of these websites or have similar interests to this. Right. And then as people who have searched for these things. What's more just on that, on the keyword. So the law of attraction. We know the personal development space is a good audience for us from high school cats. We're in a dating nation. Would you then say law of attraction? That's very personal development. Like and then in the creative, in the actual video say hey, if you believe if you're looking for to use the law of attraction in dating, you're doing it wrong. So disqualified there. So anyone who's not like law of attraction but they're not interested in dating, I'll just skip the ad. Is that how you. You wouldn't say law of attraction of dating in the keywords? It started from bigger. I mean I guarantee you people that are. Yeah, I don't think you should understand. I would, I would only do that after you have data that it's converting on videos for Law of Attraction. So then you have custom affinity audience. So custom affinity is you can type in keywords of people that are visiting similar websites of whatever your keyword is. So custom affinity when you find a good keyword and the reason why we set this up is when you find a good keyword that's converting, you can put that keyword in a custom affinity audience and which creates an interest based audience of that. Right. So it's a much, much bigger pool of people. It's like a Facebook agent, way bigger. So you're also going to show your ads that now which is a much, much bigger pool of people who are interested in this view. It's more scalable and you've already proven it's going to convert. You got to test this obviously. Right. But chances are what's the difference between custom intent and customer affinity? Yeah, custom intent is anything that people are like directly searching for. Right. Custom affinity is more interesting. So like they're like similar People are watching this. Right? So if you're. We're watching something like Law of Attraction, broader audience but customers specific search directly. And part of my like I'm completely new to this as far as targeting. So when you're doing each one of these, are you running one ad, a campaign with one ad to just keywords and then in a different campaign same ad to just intent based and then same ad. Like you're not running one ad in one campaign to multiple. They're all in different. Yeah, it's one the of audience. All right, so it's either one keyword or one in market audience. But it's five ads. Five ads. The algorithm optimize the ad five ads to one singular keywords. We've done so like, there's what's called like a stuffing method, which you need like 30 keywords. It just takes forever to optimize. Because first key. Because what happens is Google, the way they spend your money on YouTube with keywords is if you have, let's say, 10 key keywords in one campaign, one of them's gonna get 80%. And if it's not converting. Right. You gotta be watching it every single day. You can pause it like two to three extra charts. Right. And then it's gonna optimize. It's gonna go to the next keyword or one of the keywords. Right. You got to keep pausing them until you find one that works, which is easy to manage. Right. But the way you avoid that is you just put each of the keywords in a separate. So you have. If I wanted to target 10 different keywords, I'd have 10 different. Yeah, that's the best way to structure it for like pinpoint accuracy. Got it. It has some keywords, but when you create a customer custom affinity, you can pull them all together and now create one audience. But when you're doing keywords, you want to have them individually with one ad in one campaign. That's only for keywords. So keywords have their own. Yeah. But then you can also take all those keywords and put them input. Brian said custom affinity audience, and that's one campaign. So once you know your keywords, let's say I've got. I'm going to test 50 different keywords and I get seven of them that work. I'm going to take those seven, I'm going to customer affinity. Cut it up. Custom affinity. Yeah. So like one easy thing you guys can do. Like, if I was Sam, what I would be doing was targeting competitors in the space that are popular as well and putting their names in like a custom intent. So anyone who searched his competitors. Now, Sam showing or same with the custom, that's going to be on Click Funnels. Right. Everyone on click Funnels is going to be a course or coach creator. You would put clickfunnels.com as a custom affinity. Right. There's no limit to how many you can put in there. Right? I mean, no. People say like 15 to 30. Yeah. I found one works for Affinities for. For both custom and animal. It'll show you the estimation of the size too. It'll show you like how many people are on the song by means. Yeah. And that's kind of. It's pretty high. But keywords are the only one where you have Only target one. The rest of them you can do multiple. Yeah, yeah, okay. Per campaign we like to do five. That way it's not like 20 campaigns, right? So we put five keywords and it's just wording, right. So you know, it's just what I found, the algorithm, this is what I found. Is that what he's saying, how Google works is literally like whatever ad was approved first or whatever key word it starts showing impressions on, they'll spend like 80% of the money there. And I was like, okay, well think these ads are good. So I just go and make their own individual campaigns. That's the best way, like Brian was saying, to do it. But you can still do that. I just battle it. Not accurate. Like, yeah, it could, this ad could be crushing. But you think it's because Google's not spending money on it. And then you throw in its own campaign and it grows. So I, I recommend just one ad. One keyword. Yeah, there's like two ways to structure, right? There's like the 5 by 5 meth, which is like what we call. It's like five campaigns, five ads. And it's just like five different audiences, five different keywords in that campaign. Then there's a 15 by 15 method, which is like one ad, one audience, one ad, one campaign. So you're just breaking them out into these. But the problem with the 15 by 15, like what you're saying, 30 different campaigns, it's less budget to each campaign. You see. So like now your budget goes from, I don't know, $300 a day. Now you're only doing 10 bucks a day for one campaign, depending on how much you spend. So then it takes a lot longer to find a winner and what's optimized for. So we like to do five keywords, right. Per campaign and then five. Wait, so you do do five keywords? Okay, yeah. Okay. It's just easier to test and find a way possible versus like 30 or whatever, if you wanted to be really specific about it, break everything out to the individual. And you can combine intent and to do ones in the same audience in the same campaign. You can combine them. Well, you can do combined audiences, that's a separate thing. But you can put custom intent and custom data to the same audience. But it's going to be an over function, right? So it's going to be this one or this one. It's not going to be combined unless you combine them both. That's a whole set of clients. Okay. That's like when you're getting to scale. Like with Maria, what I had her do was she was like experiencing high cost per lead, bad cost per credit. Right. And then I showed her how to combine all your. Which reduced her cost by half. She was already spending $1,000 a day. Okay, which keyword the conversions came from? Can you scale to $2,000 in one campaign? Yeah, you can. I had $5,000 on one campaign. Really? Without fatigue? Like, no. No issues. We just kept adding new creators and it would just keep. Yeah. There's a few tools like keyword search by who knows? Alert. Alert Tech. Right. Keyword search is a good software for that. You can even just go YouTube. Right. YouTube. Big pod and search keywords related to what you're selling. You'll find actual search phrases that people are searching for on Google. Tubebuddy. Tubebuddy. Especially if you have a YouTube organic channel already, you can use tubebuddy. You can use your tags. You stick to, like the Google recommendation of 5. Sometimes CPA is like a budget or target CPA. Yeah. When you're starting. Yeah. Then you want to lower it back to what you actually want. So I mean, like, in terms of the daily budget, let's say CPA is like $10 a lead. Do you make sure campaigns spend at least $15 a day or. We do copy. So we do like $100 per campaign. But if we want to go for $10 cost per leads, we start with like 30. Oh, really? So your budget's less than your TCPA amount? Oh, I always thought it had to be higher. You set your TCP at $100? No, no, no. Our campaign budget. Oh, okay. So it's the other way around. Yeah. Okay, so that's what I thought. Yeah. Your budget should be higher than what you. Yeah, like three times. Three times to start to spend. Right. You just want to think. So what we do is we start with max conversions. To start when we're testing, we start with max conversions because max conversions winning. It's going to spin. Right. And you just need to acquire data as fast as possible. You need to see what's working. And once it's converting, then you switch the target cpa. So what I mean by converting is getting conversions. Right. Getting booked calls. And it's working on mass conversions. If it's working on mass conversions, it's going to work even better on target CPA. So. Yeah, I don't use max. 2 to 3x is what you're actually wanting if you're, you know, wanting it. So, like, for example, like, you want to go for leads for 10 bucks, 30 bucks, and you just lower it from there. So just charge by your, like, 3 to 5 CPA for, like, the daily budget. 2 to 3. No, obviously. So redisciplin. So for the daily budget, are you, like, making sure the budget in terms of campaigns dependent upon what you're budgeting today is Right. So you're not worried about, like, not giving it enough budget to optimize? Brian, you start ads at $100 per day. Okay, okay. But then, like, how many days do you give it before you deem that it. It's not working or it is working. If the campaign goes, like, for $100. Right. The campaign goes to $500. Doesn't get any protocols, doesn't get any confid that are healthy. So, like, five days before you cut it off. If you're using keywords again, there might be a keyword in there, but I always do, like, one keyword, one ad. Yeah. So that's. If you want pinpoint accuracy, you can do everything in its own campaign. And it's just easier if you do it in the same campaign. You get to start trimming the fat. So there's two ways to slice it out. Which is the best? It depends what's easier for you. Yeah, right. Like, how much time you can allocate to running your own ads. How do you want to structure it so it's easy for you to manage? The best way would be all individuals. But that creates some complexity for some people because they're not used to running ads. They want to run ads. This whole Kashiba says break them all out. Only ever one audience within one. Do you with your objectives? I know this is a super technical question, but, like, what's the. Like, do you do, like, sales? Objection. Lead. Objection. Traffic. Objection. Like when you hit, like, when it like the verify, you hit the plus button, it says create campaign. Right. Like, what's your objective? Leads. Yeah. Okay. Because, like, when I would go and watch videos and stuff on YouTube, they'd be like, do a custom campaign and then do a custom video campaign and then something up. I'm like, this can't be right. But yeah, just wait a second. So for those of us that converted over From Facebook to YouTube, one of the things I thought would maybe I did something wrong. I tested, like, the audiences that were working on Facebook, and I tested, you know, some ads with those same audiences on YouTube. I mean, ones that actually really work well for quite a long time and nothing happened. Is that common or is that. I'll have to see when you test it. Exactly. It's kind of hard. Yeah. It's hard to say. I'd be doing both. I was doing placement as well as keyword targeting. Yeah. I think they. What's your friend KPI with an audience doesn't work. So for example, maybe with one angle it doesn't get players kind of that will be what's your KPI do? Do you have K? So like if, if both ads are working but one ad's working better. No. So finding audience, you may notice you feel good but you put an ad angle towards it and it doesn't produce anything. When you give up on the audience, when you give up the audience, do you have a feeling that the touch. Yeah. Cuz you know, have you, have you counted that? Can't think of a specific example recently. But I like the question. It's causing me to think right now we look like really also if we're starting out least. Do you ever optimize for book calls? Yeah. So one way you can do it is you can duplicate a winning campaign and just optimize for converting. Does that. Have you historically ever seen it to be more effective? Yeah. Really? Meaning that it's convert like it's optimizing not for the amount of people that you're getting cheaper. So you start with both. Right. But it's like tracking it all the way through so it still tracks, you know, when there's an option. So when you have a winning campaign and it's optimizing. So just sorry. And I'm super, super helpful. So thank you very much. So like if I'm just starting out, I'm going to go and I'm going to set up. I'm just going to pull a number on my butt here. But I'm going to set up 10 campaigns. Right. I'm going to have. Let's say I have five ads and I want to target 10 keywords. Same five ads in all the campaigns. 10 different keywords. I'm going to run those until I find winning keywords. I find my three winning keywords or four winning keywords, whatever it is out of those, then move from there to create a custom intent and custom affinity audiences from there and then continue to scale pretty much. Yeah. Also go ahead. No, just one ad. Yeah. There's ways to. It sounds like maybe you could reduce complexity that way or no. Yeah, I just. It's the same. It's just the same thing. Like it's like a bidding. Bidding system. This will this happen will take 8% so you're going to duplicate it anyway. Do you ever use shared budgets to help with optimization across campaigns or. No? No. Okay. Is there anything else about this type of. Yeah, we have custom intent and then there's custom. I should say hit market. I'm just going to send you guys the slides. This is all a whole presentation. It's step by step. Yeah, that be amazing. You can go through it and like you can literally just follow it. It's same thing I did for Mitch's group. I'll just give you the slide and there's just a lot of stuff that's like nuanced that I'm missing because basically with the keywords, right. The way you do it is you do broad like you do specific keywords and you do competitor keywords, right. So the best way to target your ideal customers on YouTube is by going after your competitors. Because they all probably have YouTube channels and they have following, right. So you just hijack their traffic. Right. You just show your ads to their channel. But the best way to target them is not by channel like we found is by keywords. Not channel, not channels. Because the channel sometimes doesn't spam, right? Yeah. That's why you target them as a keyword because again that keyword is their name which is going to target their channel and their video. Because like my avatar is Russell Brunson Quick funnels isn't his like Russell Brunson Dash Clickbun. I think it's just Russell. It might be out. I don't know. Yeah. But that's it though. Got it right. What do you do if the leads you are getting through here and not financially qualified? Like if they are every metric is really good. But the leads are financially not qualified. Any like filter you do except for qualifying in the book. That's a pretty complex situation because like besides the. Besides being more qualifying in the book and being more. And assuming you're being more qualified on a landing page and the actual application, right. Like the lead quality like good example YouTube ad just gets into the opt in page. The opt in takes care of the rest. So we choose the audience in YouTube with the target. So the only way to improve the lead quality rate is being more disqualifying your messaging and be more disqualifying polarizing on a landing page and a BSL and the application like being very clear on who this is for. For B2C is a little bit different. Right. Like for B2C it's, it's, you know, hard to be like you got to have this much money. So for B2B is a lot easier. What financial like setting you over that? Like. Yeah, we always remove lower than 50%. That's just usually drunk traffic. Unless it's a very low ticket offer. Do they get that zip codes or you know, when they get that data? Well, so like you're always logged into Gmail, right? Ye. You're always just checking everything from Gmail bank accounts. This, that, this, that. So they're listening. They just know what. Oh yeah, you're remove. They know your bank account. Well, I mean, no, you're logging into your bank account. Right. So you're purchasing it kind of give you an idea of how much money you have. Bro. They know everything. That's good. Is that legal? Yeah. You opted in for it. It's a good. It's good. Ye. It's definitely good for me. You don't just select that. Don't go out. There's a big enough audience. Just untick. Tick that or leave that out for unknown. Yeah, I like to leave unknown in because there's a lot of people that Google doesn't have the information of yet. Right. And it's huge balance. We always re. Ignore the 50% household and come by unknown. We leave. You just got to. If it doesn't work, then you can duplicate the campaign and just exclude unknown. See if it works. But if you know that like you have a fine item, a target range and it's only two ticks out of line or whatever, then excluding enough that we could. Because it's a larger sample size and people not your. Your. Does that make sense? Yeah. So it's basically like should you exclude. Yeah, just depending on like how targeted the actual, you know, your age range is for your product. You know, if it's super targeted, then it could make sense to exclude unknown. If you're only targeting 2 of the popular. Yeah, yeah. How many keywords did you say you give you? I'll give you the whole slides. Yeah, it's all. It's all. It's like literally, if you haven't ran YouTube ads before, it's a slide by slide presentation that I took like a long time to put together. Like, what's the easiest way to get someone from not having YouTube ads that wants to run YouTube? So it's just slide by slide by slide. Do this, do this, do this. Thank you, Brian. Thank you. You're the man. But keywords are the only one where you only target one. The rest of them you can do multiple. Yeah, yeah. Okay. Per campaign, we like to do five. That way it's not like 20 campaigns, right? So we put five keywords, and it's just word age, right? So, you know, it's just.