I've Spent $100M On YouTube Ads, Here's How To Target Rich People

Scroll down here and show you. You can target business services, dating services, employment. You probably wouldn't want to target that one because people that are rich are not looking to get employed. But you can keep going here and go to real estate, for example. You can also go to life events. Purchasing a home would be a big one. Someone looking for another home, detailed demographics, homeownership status. Are they homeowners, are they renters? There's also affinity audiences where you can reach people who follow luxury brands, elite travel and wealth building content. So if I go down here, I literally just typed in yacht. If you. And here's what's pulling up as far as in market audiences, you can target yachts. People that are literally in the market for yachts. You can see yachts, yachts for sale, boat, yacht buy yacht, yacht prices, boats and yachts for sale, boat brokers, princess yachts, right? Sport fishing boats, boats for sale, sailing yachts, performance and luxury vehicle enthusiasts as an affinity audience. And again, affinity audience means people that are actually interested and following these luxury brands and these types of people that are interested in this type of content. Luxury travelers, right? Water sports enthusiasts, boating and sailing enthusiasts, trips to Miami, people that want to party and live, nightclub, just ball out, trips to Croatia. There's a lot of stuff you can get. Trips to Dubai, luxury vehicles. You can see the level of targeting you can do to rich people is very specific. Now. Not only that, well, you can say, well yeah, Brian, wouldn't I get a lot of low quality leads. And the answer is you might. Here's how to avoid it. You can use what's called household income targeting. You can literally select the top 10% of income earners in specific regions. So if I do, for example, luxury vehicles, right, I'm selling a luxury vehicle or I'm selling to people that have luxury vehicles. I want to go ahead and go to the demographics and I know my target audience is male. Let's say I want to remove everybody that's not male and I want to go after people that obviously are making money. Let's say 45 to 54 or 45 to 64. These are the guys that are already, you know, almost semi retired. They got the money. And I can just only target people when I go here to top 10%. So I'm going to remove everybody who's outside the top 10%. I'm only going to go top 10%. I'm going to remove unknown. I'm going to remove, I'll keep the parental status open. I'm only going to target top 10% of people and look at the top interest for this audience. Audi, Porsche, Lexus, not Honda, not Toyota, not people driving Fiats. These are men that are between 45 and 54 that drive Audis, Porsches, Lexus, not Honda, not Toyota, not Fiat. You see the difference is you can be able to be very specific here as well. And again, you might have those low quality leads that come through. It's not guaranteed everybody that comes through is going to be 100% in your target demographic, but you can be very targeted to target rich people with YouTube ads. That's the point. You can also do YouTube channel and video placements. Again, if you want to run ads on YouTube channels or placements that you know your clients are watching, you can do that with placement targeting. Right? We have this very simple targeting timeline we usually use typically with our clients, we typically like to go with remarketing lists first, especially if they're running ads on YouTube. We target everybody who's already clicked on their ads but didn't buy, clicked on their ads but didn't book a call or someone who's already subscribed to their YouTube channel. Very, very key. Obviously you want to go after low hanging fruit, custom segment search, custom segment interest and custom segment websites, which I didn't even talk about yet. And with custom segment websites you can literally target people who browse websites and AI just does its thing. Or you go to YouTube and watch videos to find the answers to your solution. And people who've already solved that problem and show you how to do it. You go to ChatGPT, right? But primarily you go to Google and YouTube and you watch videos. For example, someone searching for best private wealth management firms or luxury homes in Miami is a prime target for high ticket offers. Right? Custom intent audiences, which I'll show you how to do, allow you to advertise to people who search for these specific keywords in Google and YouTube. Not only that, but you also can leverage the website browsing data. So when you're signed into your Gmail account every single day, when you log in to go open up your business, your P and L talk to your team on Zoom. Guess what? Google's tracking that. And it's a good thing for you as a business owner who wants to advertisers to more rich people like you. Chrome and Google display network. Google tracks which websites users visit and how they interact with content. So for example, if someone visits sites like Forbes, Business Insider, luxury car dealerships or high end travel agencies or art boutique websites, you can target them with ads and in market audiences. Allow you to reach people researching luxury products, wealth management or high end services. Not only that, but you also got purchase and transaction data. Google tracks user shopping behavior through Google Play shopping and transaction signals. Which means, for example, if someone purchased a Rolex, a first class flight or a Tesla, they can be identified as a high net worth customer. And advertisers like me can use affinity audiences or customer match to reach similar people like them. Crazy. But Google also has Gmail data. Again, you're signed into Gmail pretty much all day long, whether it's your personal or your business. Google scans Gmail inboxes. Did you know that? Did you know that? For keywords related to wealth, finance and high end purchases. So for example, if someone receives emails about private banking, investing or luxury vacations, they can be targeted with Gmail ads. And not only that, last but not least, on top of everything else, I just mentioned YouTube watch history and behavior. Google knows what types of videos users watch, which helps refine ad targeting. So for example, if someone watches business coaching, real estate investing or high performance mindset content, they can be placed in a custom audience. So for me, for example, I have one of, I have a bunch of real estate like videos. I watch like real estate realtors who are in Miami touring luxury condos, penthouses and homes here in Miami. Because my wife and I are like, okay, where do we aspire to be? Where do we want to live? Where do we want to have our future family, right? Where do we want to be living? How do we want to be living? How do we want to be moving, right? If I am one of those people watching those videos, right? And I am someone who's actually actively in the market for purchasing a home, right? Then I can show my ads for someone like you, who wants to target rich people and front of videos and channels like those who are targeting people that also have an excess amount of money to spend or invest into a new home, or invest into luxury goods, or invest into your product or service placements are also a big factor of that. So if there's business podcasts that you know, your audience listens to that come from, you know, traffic and they're like, yeah, I found you off this podcast or this channel, recommended me to you, or my audience watches this podcast, this YouTube channel or this specific content creator on YouTube, you can literally use YouTube to show your ads to them the next time they watch any of those videos or videos from that channel. It's sick. Now one of the best audiences you can use is the search features on YouTube with ads. So I'll pull up an audience right here and I can actually have a custom segment here that I can create. And you can see here, I can literally target people who've searched for any of these terms on Google. And here's what Google says this does. Enter search terms your ideal customer is using on Google. Your ads will reach people who search for those and similar terms only on campaigns running on Google properties. On other campaigns, the terms will be used as interest or purchase intentions. So if I type in best private wealth management firms in Florida. Okay, great. Private wealth management firms. Best private wealth management firms in the US So if you sell a very expensive product or service to a very affluent individual, you can literally leverage keywords they're typing into Google and YouTube and literally show your ads to them the next time they're on YouTube or Google by literally typing in the keywords they're searching for. Powerful right now. Not only that, you can use what's called in market audiences. Okay, you can target users actively researching luxury cars, real estate or financial services. So check this out. There's what's called interest and detailed demographics. People based on their interests, life events or detailed demographics. What does that mean? So when I click on this one, I can go to browse and I can go to in market and then you'll see all the different type of in market audiences I can target right here. So let's just scroll down here and show you. You can target business services, dating services, employment. You probably wouldn't want to target that one because people that are rich are not looking to get employed. But you can keep going here and go to real estate, for example. You can also go to life events. Purchasing a home would be a big one. Someone looking for another home, detailed demographics, homeownership status. Are they homeowners, are they renters? There's also affinity audiences where you can reach people who follow luxury brands, elite travel and wealth building content. So if I go down here, I literally just typed in yacht and here's what's pulling up. As far as in market audiences, you can target yachts, people that are literally in the market for yachts. You can see yachts, yachts for sale, boat, yacht, buy yacht, yacht prices, boats and yachts for sale, boat brokers, princess yachts, right, Sport fishing boats, boats for sale, sailing yachts, performance and luxury vehicle enthusiasts as an affinity audience. And again, affinity audience means people that are actually interested and following these luxury brands and these types of people that are interested in this type of content, luxury travelers, right? Water sports enthusiasts, boating and sailing, similar to other rich people websites. Rob Report, for example, a magazine you can subscribe to that most people that are subscribed to it are affluent and they have excess capital to deploy. They mean they advertise watches in their yachts, all types of things, just household items. Pianos, pocket watches, right here. Colognes, expensive just items, luxury goods, put that in there. Websites like Sunseeker, that apparently are good for yacht dealers and Richard Millies. Right? You can do a bunch of different websites here and also get in front of rich people and then layer it with the household incomes and layer it with also the in market audiences to be even more specific. Right? And that's just a fraction of what you can do. And another way to get in front of rich people is by literally uploading a list of people who've already bought from you that are rich. And the cool part about this is you can now leverage lookalike audiences with YouTube ads. That's right. If you have an email list, if you have a list of website visitors, if you have a customer list of people who've already bought in your product or service that are already affluent themselves, you can literally upload it to YouTube and your Google Ads account and create lookalike audiences. So check this out. I can upload any list to my ads account, like for example, all website visitors or I can add a new segment here and I can name this rich people list for your business. Right? And I can go ahead and upload a list of people that have already interacted with my business. So for example, if I go to example list, that would be your list for your customers and then you can actually create lookalike audiences of these rich people and you can actually narrow the segment based on who you want to target. So if you want to go after the most rich, the top rich, the most affluent, go narrow. If you want to go balanced and have a bigger audience, click the 5% one. If you want to go broad and target, hey, let me just see how many rich people are in this audience and expand on Google and go as far as possible, you can click this one which allows you to further get in front of more rich people and you can even layer this one. So let's say you upload this list and you're like, I'm going to go broad, but I'm going to go ahead and layer it with people that are also in the market of yachts. Right? We go back to the yacht example. You want to layer it with people that are also in the market of taking trips or buying yachts or luxury goods, boats for sale, sailing information or luxury luxury homes, luxury travelers, beachbound travelers, luxury shoppers. You can now combine these audiences and layer it with further segments so you can add lookalikes. You can combine it with in market audiences, you can combine it with lookalike audiences, you can combine it with affinity audiences. You can, you can even combine it with specific keywords and topics and placements your audiences are watching, which is key. This is how you target rich people. With YouTube, you can now do lookalikes. This is awesome. But you might be asking yourself, what about YouTube Premium, Brian, don't rich people have YouTube Premium? I mean it's only like 13 and 99 cents per month. And the answer is yes. I actually did a poll on my Instagram story. I saw a video from Alex Becker recently where he was like, most of you guys, I can't target with ads on YouTube because you have YouTube Premium. And I was like, huh, I wonder how many people in my audience actually have YouTube Premium. And the answer is a lot of you. A lot of you do. In fact, most of the business owners that are friends of mine actually have YouTube Premium. The majority of the other people that didn't don't really have a business. So when I, from what I could tell, it was like a mixed. But the majority of my friends that have businesses have YouTube Premium. So I was like, okay, well what do you do in that case? Can you still Target them with YouTube ads? And the answer is yes, but in a different way. Stick with me here for a second. With YouTube ads, again, you don't just have access to YouTube ads. The Google Ads ecosystem allows you to target on different platforms. For example, you can use Google Discovery ads to run ads in gmail, okay, on YouTube as well as Discover ads across other third party websites like ESPN and all these other things to remarket to the people that are in your target audience. So you don't just have to run ads on YouTube, you can still get in front of them in their Gmail inbox. And and on Google Discovery you can also do it with Google search ads. So check this out. Here's an example what that looks like on discovery, my ad will pop up before you actually type in something on Google right here with my advertising, your luxury ad here targeting rich people, also in Gmail, guess what? You check in your inbox in the morning. Boom. My ad pops up to the top of the search results and I'm in your inbox. Telling you I'm going to help you scale your business with YouTube ads. Then we also have other Gmail platforms like this one on desktop. Again in your inbox. Here I am popping up, boom. I'll be your ads with done for you. YouTube ads setup offer. So you don't have to just run ads on YouTube. Obviously it's going to be a main one, but you can also use the entire Google Ads ecosystem to get in front of your ideal audience, not just on YouTube but on Google discovery, on search as well as with demand gen campaigns to get in people's inboxes. You can also have these ads popping up on YouTube as image ads as well as Google discovery ads and Gmail in someone's inbox to get in front of them, even if they have YouTube Premium. So again, obviously YouTube in stream ads are really good. They're ones that work really well. You have access to the entire YouTube ads ecosystem that are more advanced that we share with our clients obviously that are in our mastermind as well as our agency clients of ours that we take on and we scale their ads up for them. So this just to show you that the amount of sheer options available for you on YouTube and Google is tremendously more than what you get on Facebook. Because again, Facebook removes interest targeting it. It still works, trust me. We still run ads for ourselves on Facebook, but with YouTube, right, you just have a lot more variety and a lot more testing capabilities here. So if you found this video interesting, I would encourage you to give it a thumbs up. That would really mean a lot to the channel. But more importantly, if you're a business owner who's already running ads on Facebook and you want to add YouTube ads as a second traffic channel to scale even further and faster and use some of these strategies, then I would encourage you to press the link in the description and apply to work with my agency. So we can just do all this for you because you don't have time to do it yourself. Or you can if you already have a team in house that's doing it for you. If you want to get them trained up on these strategies and work with my team on a consulting capacity, you can apply to join our mastermind. And if you want to watch another YouTube ads masterclass where I show you how to scale from 0 to $10,000 a day in profitable ad spend with YouTube ads, you can go ahead and click this video right here and I'll see you there. Cheers.