WEBVTT 00:00.410 --> 00:02.270 As we fill out our ad. 00:02.270 --> 00:07.970 Once we get past the keyword field, we are presented with the topics field, which is also a great 00:07.970 --> 00:10.490 way to target your potential customers. 00:10.490 --> 00:14.900 So let's expand that and browse what the options are. 00:14.900 --> 00:17.780 First of all, you can search for topics or you can browse. 00:17.810 --> 00:18.890 Now searching. 00:18.890 --> 00:25.520 I don't love this because it's tempting to think that you can give it something general and it will 00:25.520 --> 00:29.470 find something smart, for example, like meaningful music. 00:29.480 --> 00:35.090 In my case, I would like it to suggest something really niche and specific, like something really 00:35.090 --> 00:35.660 that's a match. 00:35.660 --> 00:37.040 But you see, it really doesn't. 00:37.040 --> 00:41.060 It just gives me very generic, high level things that none of these are really match. 00:41.060 --> 00:43.430 And what if I search for business planning? 00:43.460 --> 00:45.650 Different example like here. 00:45.650 --> 00:46.880 It's like greeting cards. 00:46.880 --> 00:49.040 I mean it doesn't even make sense, right? 00:49.040 --> 00:52.400 So the only one that really makes sense is business plans and presentations. 00:52.400 --> 00:53.930 So that one does make sense. 00:53.930 --> 01:03.050 So what I would suggest is don't over rely on this search, but just give it a few options to see if 01:03.050 --> 01:04.340 it finds something useful. 01:04.340 --> 01:10.910 But generally speaking, you want to browse because by browsing I find that when I browse I just tend 01:10.910 --> 01:12.350 to find more specific things. 01:12.350 --> 01:21.380 So let's say I'm promoting my music just for example here under this pulldown we have many high level 01:21.500 --> 01:27.500 topics, and you want to just familiarize yourself with all of them at a high level, which might make 01:27.500 --> 01:28.370 sense. 01:28.580 --> 01:31.400 Like in my case, I'm looking for something music related. 01:31.400 --> 01:32.300 Hobbies okay. 01:32.300 --> 01:33.500 Maybe hobbies right? 01:33.500 --> 01:39.560 So that's one thing I'll keep in mind, because under hobbies I'm hoping for, one of the hobbies would 01:39.560 --> 01:40.370 be music. 01:40.370 --> 01:41.870 And so you kind of look for it. 01:41.870 --> 01:43.520 Nothing really special here, right? 01:43.670 --> 01:44.150 Okay. 01:44.150 --> 01:44.780 Leave that alone. 01:44.780 --> 01:48.950 But generally speaking, under hobbies, there should be music logically at least. 01:48.950 --> 01:52.790 So it's good to browse this just to know what all the options are. 01:52.790 --> 01:58.220 That's why browsing is better than search, because browsing gives you a chance to familiarize yourself 01:58.220 --> 01:59.690 with all the options. 01:59.690 --> 02:01.100 That's why I prefer it. 02:01.130 --> 02:03.740 You kind of spend a little more time here, but it's more thorough. 02:03.770 --> 02:06.830 So music will be under arts and entertainment. 02:07.250 --> 02:10.670 One of the options here is music and audio. 02:10.670 --> 02:13.820 So we'll expand that and they give you genres. 02:13.850 --> 02:15.920 You would browse through the different genres. 02:15.920 --> 02:19.880 Even the genres by the way very often aren't a fit. 02:19.910 --> 02:21.740 Like under rock music. 02:21.740 --> 02:26.690 I'm a little challenged and confused to find exactly what my match is like. 02:26.690 --> 02:30.980 If it's similar music to kind of like singer songwriter style. 02:31.070 --> 02:34.070 I don't know if any of these are match if we scroll through this. 02:34.490 --> 02:38.900 Soundtracks, rock music, religious music, radio, pop, podcasts, music videos. 02:38.930 --> 02:40.460 None of these are really me. 02:40.490 --> 02:46.520 Jazz, folk, maybe folk is close, but it's not really me folk and traditional music. 02:46.550 --> 02:48.230 It doesn't allow me to expand it. 02:48.230 --> 02:50.930 And what exactly is traditional music anyway? 02:50.930 --> 02:52.070 I have no idea. 02:52.100 --> 02:54.230 This looks like a recipe for disaster. 02:54.230 --> 03:02.780 If I run an ad and it's going to run through audiences who aren't ideal for me, so if this is a situation 03:02.780 --> 03:10.010 for you, I wouldn't get too discouraged and I would actually advertise on this because it is the closest 03:10.010 --> 03:11.420 that we have found. 03:11.450 --> 03:13.880 It doesn't feel ideal, but it's the closest. 03:14.060 --> 03:21.950 And so for a song that's kind of similar to this genre, it wouldn't be a bad idea to target people 03:21.950 --> 03:24.500 with this interest. 03:24.530 --> 03:26.720 Now let's try a different example. 03:26.720 --> 03:30.500 What if you're selling some kind of a marketing service or a business service? 03:30.500 --> 03:34.700 Well, you can type marketing or business, right? 03:34.700 --> 03:38.510 And here you see that you get a lot of options and you see these options. 03:38.510 --> 03:40.550 They're a little bit general like marketing. 03:40.550 --> 03:46.460 I mean there are so many kinds of marketing digital marketing, offline marketing, branding, SEO, 03:46.490 --> 03:52.520 there are so many things advertising, I mean brand management, these are very, very broad things 03:52.520 --> 03:53.870 within them. 03:53.870 --> 03:59.240 People can have tremendously different interests, but you can also browse. 03:59.270 --> 04:04.490 Like if you browse, you would see, okay, people starting a business need marketing, right? 04:04.490 --> 04:09.560 So you can look at this business and industrial and okay business education. 04:09.560 --> 04:10.790 That's interesting right. 04:10.790 --> 04:14.690 If you're selling for example like me, I have training, I have online courses. 04:14.690 --> 04:20.990 This feels like it would be a good topic to bid on and under business services. 04:20.990 --> 04:25.410 Perhaps like if I'm selling my coaching then maybe consulting here, right? 04:25.430 --> 04:31.220 Or if I'm coaching specifically people with ecommerce businesses, then I would choose that one. 04:31.220 --> 04:34.880 And what I would recommend is you choose just one per ad, okay. 04:34.880 --> 04:40.910 So you run one ad with just one targeting one topic, another one with a different topic, because what 04:40.910 --> 04:44.120 if one ad works and you don't know which topic it was? 04:44.120 --> 04:46.880 So each of these is its own little experiment. 04:47.150 --> 04:49.540 Obviously it's easier and faster to just. 04:49.580 --> 04:50.210 Checkmark. 04:50.240 --> 04:50.630 Checkmark. 04:50.660 --> 04:52.340 Checkmark and hope for the best. 04:52.340 --> 04:55.550 And group them all and run and target them all in one ad. 04:55.550 --> 04:56.900 But then it's just going to be confusing. 04:56.900 --> 04:59.600 If it works like you don't know which of the topics actually. 05:00.050 --> 05:02.630 Brought you that traffic which converted. 05:02.630 --> 05:05.780 But again you see these are very general. 05:05.780 --> 05:14.360 So the strategy that I would suggest to you is for more specific things you want to first target keywords. 05:14.360 --> 05:21.290 If the keywords don't get you enough traffic because, you know, these are long tail keywords and maybe 05:21.290 --> 05:27.200 there's just not enough traffic as much as you would want for your keywords or the keywords aren't working 05:27.200 --> 05:33.170 for you, they're not converting after a bunch of tests, then I would recommend as a second option 05:33.170 --> 05:37.640 to go for topics, because the topics, people interested in the topics, there are millions and millions 05:37.640 --> 05:39.650 and millions of people interested in certain topics. 05:39.650 --> 05:49.070 So if you have a bigger budget and you don't need to be incredibly accurate with each ad you run and 05:49.070 --> 05:55.340 you just want maybe branding or you want to target a wider audience, then you start experimenting with 05:55.340 --> 05:55.730 topics. 05:55.730 --> 06:00.680 So if you have a smaller budget, I recommend starting with just keywords. 06:00.710 --> 06:06.350 If you have a bigger budget to run through it, you likely might need to target topics. 06:06.350 --> 06:12.830 So that's how I would recommend balancing running ads on keywords and by topics.