WEBVTT 00:00.170 --> 00:05.900 As we move forward in filling out the information in our YouTube ad and all the details for our ad, 00:05.930 --> 00:10.340 the next thing I want to discuss is the demographics area. 00:10.370 --> 00:18.290 When you open this up here, they present you with all kinds of factual information about the potential 00:18.290 --> 00:19.250 viewers you can reach. 00:19.250 --> 00:22.340 So let's talk about some strategies for how to select them. 00:22.490 --> 00:25.250 Now remember we have this game we're always playing. 00:25.250 --> 00:28.610 We want the cheapest ads but we want the best targeted ads. 00:28.610 --> 00:31.130 And usually it's a trade off. 00:31.160 --> 00:32.600 It's hard to have both. 00:32.600 --> 00:36.750 And with that in mind, I want to address this unknown item right. 00:36.770 --> 00:38.810 Each column has unknown. 00:39.590 --> 00:43.310 Of course, if you select unknown, it gives you a wider audience. 00:43.310 --> 00:47.420 But also if you select unknown, your ad is going to be more random. 00:47.420 --> 00:56.030 So leaving unknown will make your ads cheaper Deselecting unknown will make your ads a little more expensive, 00:56.060 --> 00:59.360 but you'll have more control over your targeting. 00:59.360 --> 01:01.820 So it's a matter of preference. 01:01.820 --> 01:08.360 If you want the cheapest, you select unknown, and if you're not worried about having your ads, be 01:08.360 --> 01:12.890 a couple of cents cheaper or more expensive, deselect unknown. 01:13.220 --> 01:19.520 After that, I want to discuss a mindset for choosing your demographics and actually all your targeting. 01:19.520 --> 01:26.480 So many people think, of course, that they want any customer to be their customer. 01:26.510 --> 01:27.890 They'll take anyone, right? 01:27.890 --> 01:33.710 You will take anyone as your customer and I agree, I will also take anyone as my customer and I would 01:33.710 --> 01:34.550 appreciate them. 01:34.550 --> 01:39.230 So it might feel like, well, why not keep all the items selected? 01:39.230 --> 01:42.410 Because anybody can be my customer, right? 01:42.410 --> 01:43.700 We'll take anybody. 01:43.700 --> 01:51.140 But when we are targeting specific people with ads, what we are going after is as accurate as possible 01:51.170 --> 01:52.010 targeting. 01:52.010 --> 01:53.200 So it's not. 01:53.630 --> 01:56.900 Anybody could use my product or service. 01:56.930 --> 02:02.930 It's who would absolutely love my product or service and who is it ideal for. 02:02.960 --> 02:09.320 That's the question that you want to answer to yourself when selecting these items. 02:09.320 --> 02:16.490 So for example, let's say I'm selling my business coaching services or any kind of a business product. 02:16.610 --> 02:19.040 Number one, you have to know your audience. 02:19.040 --> 02:24.380 And from knowing my audience, I know that I want to take both men and women. 02:24.380 --> 02:29.720 But for some reason, men seem to hire me much more frequently. 02:29.810 --> 02:31.580 This is just past experience. 02:31.580 --> 02:32.960 I want to be inclusive. 02:32.960 --> 02:40.430 Of course I want to include men and women, but here I'm trying to narrow it down to who is absolutely 02:40.610 --> 02:44.270 going to be most likely to engage with my ad. 02:44.270 --> 02:47.510 And so in that case, I would experiment with just men. 02:47.660 --> 02:52.610 And by the way, you can have multiple ad groups for an ad. 02:52.610 --> 02:57.320 So one time it can be men, different time, it can be just women. 02:57.320 --> 02:58.550 And then you can experiment. 02:58.880 --> 03:07.850 Well, women in a certain age group like here, maybe these two age groups, maybe they're going to 03:07.850 --> 03:08.330 convert. 03:08.330 --> 03:08.870 Well. 03:08.870 --> 03:12.200 And so you can experiment with that on a different ad group. 03:12.200 --> 03:13.340 You can reverse it. 03:13.340 --> 03:17.630 You can see do men respond well to my ad. 03:17.780 --> 03:23.690 So keep in mind what's going to help you is you don't have to guess from the first time and get it right, 03:23.690 --> 03:25.310 because most people just don't. 03:25.340 --> 03:27.740 What's going to help you is experimentation. 03:27.740 --> 03:31.330 And and this lets you slice and dice your experiments. 03:31.340 --> 03:33.710 Now moving on to the columns. 03:33.920 --> 03:40.640 If you are selling anything, generally speaking, unless you have a specific audience like you're selling 03:40.640 --> 03:44.810 something to college students, well, of course for college students you would select 18 to 24. 03:44.810 --> 03:48.710 But let's say you're selling something that's general like business coaching, for example. 03:48.710 --> 03:55.550 Well, then I know that as people get older, as their career progresses, they tend to make more money. 03:55.550 --> 03:57.200 They have more spending power. 03:57.200 --> 04:03.740 So I would maybe target 35 to 50 5 or 54, right? 04:03.770 --> 04:08.210 These demographics, and as people get older, they get to retirement age. 04:08.210 --> 04:09.950 They have different needs usually. 04:09.950 --> 04:16.880 So like in the example of business coaching, I don't have that many coaching clients who are around 04:16.880 --> 04:22.850 this age, and especially when it comes to like mobile app coaching clients, because I have a specific 04:22.850 --> 04:25.790 coaching I do with mobile apps as a part of my coaching. 04:25.790 --> 04:30.730 And so mostly it's a slightly younger audiences for that because it's apps. 04:30.740 --> 04:31.700 It's kind of techie. 04:32.090 --> 04:35.210 Now, moving on to the parental status. 04:35.240 --> 04:39.260 As a parent myself, I know that parents are incredibly busy. 04:39.260 --> 04:44.780 So if you're promoting something new or something that requires a big time commitment, then you want 04:44.780 --> 04:48.470 to choose not a parent and you want to select the parent off. 04:48.470 --> 04:54.080 Obviously, if you're selling product for parents, you obviously select parents, but not a parent. 04:54.110 --> 04:59.480 These people have way more time than parents so they can listen to new music. 04:59.510 --> 04:59.660 They. 04:59.780 --> 05:05.870 Can start a business, they can do all these things and parents want to, but they can only kind of 05:05.870 --> 05:12.110 just do one extra thing, because most of the time it's are spent on work and with their children. 05:12.260 --> 05:16.280 So if it's a productivity product, okay, parents are great because they need that. 05:16.280 --> 05:21.860 But if it's anything else like entertainment, parents just don't have as much time unless it's something 05:21.860 --> 05:23.930 that they can do entertainment with their kids. 05:24.140 --> 05:29.900 But if kids aren't involved or somehow are unrelated, then you would select the parent off. 05:30.050 --> 05:31.730 It's just harder for them to engage. 05:31.730 --> 05:33.080 They have less free time. 05:33.290 --> 05:40.730 Now regarding household income, for example, if it was my coaching, I would remove that lower 50% 05:40.850 --> 05:46.940 because you want your audiences to have discretionary income to be able to spend. 05:46.940 --> 05:52.310 And also, just in my case, ethically, very often I actually felt guilty. 05:52.310 --> 05:58.490 Like if people don't have a lot of money, I felt kind of guilty selling them things, because what 05:58.490 --> 06:00.320 if it doesn't work out for them? 06:00.320 --> 06:06.260 And I just didn't want to take their money if they're low on cash, because early in my life I was in 06:06.260 --> 06:08.210 their shoes and I know how stressful it is. 06:08.210 --> 06:09.620 So I empathize. 06:09.620 --> 06:13.160 But even in terms of business, you want people who can pay. 06:13.370 --> 06:18.710 Of course, it's going to be more expensive for you to target here, to target this audience who are 06:18.710 --> 06:20.600 in the top household incomes. 06:20.600 --> 06:22.610 But again, we're after the targeting. 06:22.940 --> 06:27.200 It's fine to pay a premium if you find a great audience. 06:27.200 --> 06:33.440 And one kind of a mindset I want to offer you is that you see here we're just talking kind of theoretically, 06:33.440 --> 06:34.010 right. 06:34.010 --> 06:40.820 I'm working on an educated guess based on my knowledge of my audience and my past clients. 06:40.820 --> 06:43.490 But, you see, it's still a guess and an assumption. 06:43.490 --> 06:51.350 So to take it out of guesses and assumptions and more into decisions that are fact based and based on 06:51.350 --> 06:58.040 data, the mindset I would recommend is an experimentation mindset where you assume some things about 06:58.040 --> 07:02.870 your audience, and you test that by writing an ad, slice and dice that audience, right? 07:02.870 --> 07:06.170 You can go mail a certain age group, etcetera. 07:06.170 --> 07:08.810 But don't just test what you believe. 07:08.840 --> 07:10.400 Test contrarian views. 07:10.430 --> 07:11.300 You know what? 07:11.300 --> 07:14.780 If most people target men with their ads? 07:14.780 --> 07:20.300 So that means women may not get as many kinds of ads for the same service, and they may not have the 07:20.300 --> 07:24.050 same ad fatigue, and they may engage better with ads. 07:24.080 --> 07:25.520 I don't know, it's a guess. 07:25.520 --> 07:26.000 Right? 07:26.030 --> 07:30.740 How do you take it from a guess to a fact by actual testing. 07:30.740 --> 07:38.360 So experiment with lots of different demographics, and over time you'll get to know what really is 07:38.360 --> 07:41.480 the best demographics for whatever you are targeting.