YouTube Masterclass: Everything You NEED to Know About YouTube Marketing | Brett Curry

YouTube Masterclass: Everything You NEED to Know About YouTube Marketing | Brett Curry 00:00:00 The metric, the metric to rule them all that YouTube really cares about is watch time. They've just understood that that's how they grow consumption. I wouldn't say the subscribers don't matter because to your point, you want to get over that thousand threshold. And maybe if you get someone to subscribe, they're more likely to come back and more likely to check you out. But it is definitely more of a vanity metric than anything else. And so what you've got to be obsessively focused on if you're creating organic content on YouTube is how do I increase my watch time? You're watching Marketing Misfits with Norm Farrar and Kevin K. 00:00:39 It's my brother from another mother, Mr. Farrar. How are you doing, man? Good. How's it going today, sir? It's going well. I heard life is all good for you again. You told me the other day you had your first cigar in like two weeks because it's been like so freaking Cold and I had a cold and it's actually much longer than that so the last time I was with you at your uh marketing uh Masters event that was the last time I had a cigar, wow yeah you must have been did you have the shakes were you like I was in withdrawal yeah you're sitting on the toilet were you just like shaking yeah but I had my uh Coke Zero so that was okay yeah but you know it's it's crazy because you know that we like we both have cigar collections right and I got these new humidors and the cigars are absolutely perfect and I've been wanting to go outside but it would have been just too cold, 00:01:41 Man, that's you got to build a you got a big house there. You got three floors. You could put a cigar room in one of those. But I think the wife says Nix is that right? Yeah. Yeah. I even I have the cigar vision, not all right and I went up to her the other day and I said, you see this rabbit? We have one downstairs, but Kevin has one. We were able to smoke in his condo. And if we got this. Did she just turn around and walk away? Oh, yeah. She said it's never going to happen. Yeah. When hell freezes over. You know what? I think a lot of people, you know, you and I come from the Amazon world. It's because of something that's never going to happen. 00:02:21 And, you know, I just did it with you were at the event. I'm not sure when this is coming out, but you're at my Elevate 360 event in Iceland. You know, I do a big event for Amazon sellers called Billion Dollar Seller Summit, which is all about Amazon. Great event. Really high ticket. Really good stuff. And then I do it in a second event right after it, which a portion of the people stay for called Elevate 360. The whole idea is to get outside of this Amazon fishbowl. We all, you know, in the Amazon world, a lot of people, they just swim in this Amazon fishbowl and they don't really know general marketing. And I was just talking with Perry Belcher last week, actually. And Perry was like, yeah. 00:03:00 Uh, I came to your Market Masters which you just mentioned earlier and it's like I was just baffled this guy's doing 10 million dollars a year selling a um a pillow, a travel pillow. And I'd take a look at his stuff and his marketing is not any good. And this is not any good. And this is not any good. It's amazing how many people in that Amazon world don't understand marketing and what they could do with outside traffic when it comes to that. And that's one of the reasons for Elevate 360. And just another really quick story, and this will segue into our guest today I think really nicely is, I was at VidSummit, which is Daryl Ives and Mr. Beast YouTube conference in Dallas back in, I think it was in September of last year. 00:03:40 And I was just sitting there minding my own business, sitting on my chair, waiting for the next speaker to come on. It was like a five minute break and people were milling around. This woman walks by me and she passes me up and then she turns around, looks back and says, 'Are you, excuse me, sir, are you Kevin King?' I was like, 'Yeah.' Are you with the IRS or who are you with? She's like, 'No, no, no.' I think you do stuff for Helium 10, right? You do the Freedom Ticket course. I was like, 'Yeah.' And she's like, 'Oh, I'm taking that course right now.' Do you mind if I sit for a second? So she sits next to me when we start talking. 00:04:14 She's telling me how she just started the course. She's learning how to sell on Amazon, going through the process. And I was like, 'So have you picked a product yet?' She's like, 'Oh, yeah, I already got a product.' I said, 'Oh.' When do you think you'll get it launched? She said, oh, it's already on Amazon. I said, oh, really? How's it doing? She said, we're doing $200,000 a month. And I was like, wait a second. You told me you're just now learning how to sell on Amazon and you're doing $200,000 a month selling this product. How in the world are you doing that? She said, oh, I'm just sending traffic from YouTube to my Amazon listing. And I took Daryl Ives' training course or whatever on how to do it. 00:04:50 And I think that's a big thing that a lot of people in that. Amazon world and people in the Shopify and D2C world and everything else that's listening to this podcast don't really realize what opportunities there are on YouTube, and I was just at a another event in Cancun, I was talking to some people as I looked, I think the most underutilized thing right now for e-commerce overall is YouTube. I think you know a lot of people, the hot thing is TikTok, let's get on TikTok, shopify, let's get on Instagram, let's get on social media, get all these influencers. But all that is short-lived. All that stuff can make money, but it's short-lived. But YouTube is long and it stays there forever. 00:05:30 And what YouTube is doing with Schwartz right now, and I'm sure we'll talk about this with our guests, I think YouTube is the untapped goldmine right now for e-commerce sellers and in marketing that nobody is using. And you and I have talked about this, even for this podcast, how we're just missing the ball on some of what we're doing on this podcast. And we're re-engineering everything on YouTube. Do you agree? Do you think YouTube is like, something that people just aren't paying enough attention to so first of all i can just see you sitting beside this lady oh yes i am Kevin King i yes yes i am the legendary of Amazon yes and i could see you even probably did one of my things yes you can sit down I've got a question for you. 00:06:17 Yeah, sure. Go ahead. 200,000. So yeah, yeah. But I agree. I agree with you. So we've talked about this actually for years and years and years, probably five, six years, like way back in the days of Wilford, you know, Wilford Brightheart, we were talking about this and yeah, very underutilized. So I'm glad we'll be able to talk about that today. Yeah. Our guest today, if you want to go ahead and bring it on, Brett Cherrywell. Brett's from OMG Commerce. And OMG is a performance marketing company. And they're like specialists in outside traffic. And I mean, you do stuff for like Native Deodorant and a whole bunch of big brands, right? Yeah, that's correct. So Native helped them grow over the course of six years from like 100 million online to 100 million total. 00:07:10 And I think last year they did a billion total Arctic coolers and tumblers, crumble cookie, boom beauty, a number of others. So we love working with great brands and helping them grow. So let's get it because I know what we do every friggin' podcast is we start going down these rabbit holes and we don't even know who the guest is. So, you know, we know. You're involved and you're the founder, I believe, CEO as well of OMG Commerce. But let's talk a little bit more about other things that you're doing. You have a podcast. Yes. And that is e-commerce evolution, right? E-commerce evolution. Yeah, man. Love to rock the microphone like you guys. And I just recorded a few months ago my 300th episode. So I've been at it a while. 00:07:59 That's great. So tell us a little bit more about you, yourself, and then we'll get into this YouTube thing. Yeah, absolutely. So I am a marketing junkie, started my first ad agency right out of college. So I've always been fascinated by human behavior, consumer behavior, what ads work, what ads don't. So I've dabbled in TV, radio. direct mail, SEO is really how I got my start in online marketing. And then once YouTube ads came out, and my favorite was always TV and SEO, like in the early days. And then when YouTube ads came out, I was like, wait a minute, this is like TV plus SEO plus search ads, like all my worlds coming together. So I've always loved marketing. love sports so I'm a basketball coach. 00:08:42 Um but the way people probably remember me is I'm the crazy dude with eight kids; eight count them, eight kids from age 22 down to eight, oldest and youngest are boys, six girls in between. So I'm, I'm two weddings in about to be three um in August, and so it's wild times, man. I'm a fan of scaling businesses, and apparently I'm a fan of scaling families. Yeah, it sounds like that. I think we are officially done. I have an interesting YouTube story, which combines AdSense with YouTube. My son, Quinton, Kevin, you know Quinton, he decided that he was going to get in and start doing these really unique videos when he was in high school. And they took off. They caught on like fire. And he was making some pretty good bucks. 00:09:46 You know, like pretty good bucks. I'm talking about $1,000, $1,200 a month. So back then, he's doing great. I'm supporting him. Go out and make these videos. He's using my account. So I got this email, and it says, 'You have a lifetime suspension from YouTube.' And it's like, 'What? What did I do?' Like, this is my company's on there at the time, right? And it turns out that uh, he would go into the auditorium during lunch, ask all of his friends to run all of this traffic over to the YouTube videos they caught on. And I only recently since I started to come back onto Amazon was able to any business I had was all shut down a hundred percent, wow! 00:10:36 Personal anything and so it was only when I got back on to uh, uh, onto Amazon that I they waived it and I could get back onto YouTube. Blacklisting you, I love the creativity from your son, that's that's Gorilla Marketing right? That's like Yeah, just getting out there hustling making it happen and YouTube's like uh-uh not not gonna not gonna happen here that's a great story uh so what is it that makes you what is it that makes YouTube different I'll tell you I mean yeah I wanted that you said that you you tried all these different modalities of marketing and that's the one that really stood out to you and drew you in Yeah, there's a few things about YouTube that you need to understand. And there's some similarities it has to other channels. 00:11:24 And then there's some things that are different. So there's really nothing like YouTube. I will say, though, part of my ethos has always been like whatever marketing works, whatever marketing gets customers to come in the door if you're brick and mortar or to click on your listing or maybe not to click, but to come back to your listing on Amazon or on your own D2C site and purchase. That's the marketing I like, right? I like the marketing that puts dollars in your pocket. And so I've always been fascinated by that. A few things that make YouTube different. One is just the way consumers interact with YouTube. So generally speaking, people go to YouTube for a specific purpose, to be entertained, to learn something. There's a lot of how-to information on YouTube. 00:12:08 So they're going there for a specific purpose. And I love that you guys are leaning into YouTube for your podcast. YouTube is now the number one platform for podcasts. It's also, believe it or not, the number one streaming platform. So more people stream YouTube on their connected TVs than stream Netflix or Hulu or Disney Plus or any of those. And it's by a long shot. It's like 50% more people stream YouTube than Netflix. And then YouTube is bigger than, almost all the other major ones combined. And so like 35% of all YouTube content is consumed on a 65 inch or bigger TV. Yeah, I don't know exactly about the 65-inch or bigger, but I saw a study recently that showed that it's over 50% of all YouTube consumption is on a TV screen now. 00:12:57 So that wouldn't surprise me at all because I think most people have pretty big TVs that are getting bigger and bigger. So yeah, you need to think about TV screens when you're building your content, whether that's organic content or YouTube ads. So normally you've got to start wearing your makeup. I always do. Coming in 4K or 8K. I'm looking at it on a little mobile phone anymore. Brett, he just laid it down for you. Yeah, exactly. And so something to think about then. So they're going there for a purpose. They're also maybe watching on a TV screen. So not as many people click through a YouTube ad. It's just not a platform where people see an ad and immediately click. If you compare YouTube to Meta, even Meta has more than double the click-through rate of YouTube on average. 00:13:47 And so one of the comparisons I use is that YouTube is more like TV and now people are watching it on TV. Right. So it's like you can't expect someone to click a TV ad. We've never really done that. Right. And so this is more of a view-based platform than it is a click-based platform. So that's really important to keep in mind. People spend a lot of time on YouTube. So, the average duration and I've seen different studies on this, but 40 minutes is the average duration on YouTube. And that kind of makes sense, right? If I'm watching on a TV screen or if I'm listening to my favorite podcast or I'm watching my favorite creator, time slips away. So I spend a lot of time on the platform. 00:14:23 And so kind of understanding how people use it, how they interact with it is incredibly important. And I think that click-through piece is super important because people run YouTube and they expect to see the direct conversions they see on Meta, but they won't. Or they expect to see the direct conversions that they see on sponsored products or something like that. And they for sure won't. It's a completely different beast, different vehicle. This is the Ferrari. It's not a work truck. It's a unique thing. And so understanding the way people interact with it is critical than understanding how do I leverage it to grow my business. What's up, everybody? Your good old buddies, Norm and Kevin here. And I've got an Amazon creative team that I want to introduce you to. 00:15:08 That's right, Kevin. It's called the House of AMZ, and it's the leading provider in combining marketing and branding with laser focus on Amazon. Hey, Norm, they do a lot of really cool stuff if you haven't seen what they do, like full listing graphics, premium A-plus content, storefront design, branding, photography, renderings, packaging design. And a whole lot of other stuff that Amazon sellers need. Yeah, and guess what? They have nine years active in this space, so you can skip the guesswork trust the experts. There's no fees, there's no retainers; you pay per project. So if you want to take your product to the next level, check out House of AMZ. That's House of AMZ. Com house of Amazon 00:15:59 I guess one of the things when you're looking at YouTube, it's different because while you're doing this, while you're talking, whether it be a streaming platform or like this is just published approximately two weeks afterwards, but the comments, you know, if you're just not used to going in and commenting or sharing or liking and, you know, the importance that all of that takes. With anything that you publish on YouTube. So it's actually getting used to playing around with that type of environment. Yeah. So you've got a couple of different things at play here. If you're trying to lean into YouTube organics, they want your content to either rank and search or to be shared through the YouTube algorithm. You definitely want engagement in that piece of content. 00:16:50 It's really more watch time than anything else. That's really what YouTube cares about. It's more about watch time than it is even comments or shares or anything like that. I know with Meta, they really pay attention to comments and likes and shares and things like that. With YouTube, they're interested in watch time. But what kind of interesting is if you take YouTube and you lean into just an ad play where you've got you know videos, you upload to YouTube for ads, comments, and stuff, really don't matter. You can even hide them if you want to like if you don't want the riffraff making negative comments on your videos, you don't have to display that, you can just run it as an ad, so you've got some options there. 00:17:26 We did something the other day that we weren't running ads for my my podcast launch with Norm and we just started doing one dollar, it was a hundred bucks, and all of a sudden the amount of subscribers that had come in on that one very inexpensive uh ad was crazy. So, you know, that's it's something that we've missed out on, everything was organic so now we've switched over, Kev, we're going to be talking about this but uh just just taking Even focusing on the uh the podcast uh that have the most engagement and then just throwing some money against it and wow, the watch time went up by double or triple. And then we got I think 200 or 300 percent more subscribers over that two-week period of time. It's great! 00:18:22 And you spent $ 100, $100? It's crazy! Yeah, so were those were those kind of view-based campaigns? So you were taking like your full podcast and running that as an ad for views. Yeah, so we we took the full podcast but we were only starting to experiment because what we, we also have the five-minute videos that usually, you know, the shorts, They'll get a lot more views than the long form podcast. So, what we're doing right now, like as of today, we're just playing around with the short form and seeing what happens with those. And the only ones that we're worried, like if we get nothing on three, four, or five of them, that sixth one that gets the engagement, that's the only thing we're throwing money against. Really smart. 00:19:07 So, yeah, seeing what organic pieces of content get a little bit of traction, putting money behind that for views. It's just going to expand your audience. And one thing for people to keep in mind, and Kevin, I love the way you teed this up in the intro. YouTube is one of the most underleveraged, untapped, goldmine-type places on the web. The user base is massive, from 92% down to 80-some percent of all U. S. consumers are on YouTube. Number two search engine in the world. Number two search engine as well. Yeah, so people are there just to consume content, but more people conduct searches on YouTube than any other platform not named Google. And so there's just so much interaction on the platform, but there's so many fewer advertisers that lean into YouTube than even Meta. 00:19:59 There's just a ton of opportunity there. But like Norm was saying on this experiment he's doing, correct me if I'm wrong, but subscribers really don't matter. On YouTube. I mean, it matters to get to that thousand so that you can monetize. And there's some baselines. And it's kind of like open rates in email. It's a vanity number. Because I see people that are all focused on subscribers. And to me, I don't think the subscribers matter that much as much as the engagement matters. Because YouTube doesn't care how many subscribers you have. They care, like you said, how much engagement, not engagement by commenting like on YouTube. How much watch time, and then they show 00:20:36 them more and more and more of that so you, your goal shouldn't really in my opinion and from what I've been been reading and learning is that you shouldn't really be focusing on subscribers until you maybe until you hit that thousand so you can monetize but after that focus on engagement first uh and that's what's going to grow you not the subscriber count because I see channels great videos and um One of the beauties of YouTube is, I think Gary Vaynerchuk talks about this too, is you're on a level playing ground. In some places, on Amazon, there's review moats. If you got 13,000 reviews, you have a moat around you and someone else can be hard to compete. 00:21:14 On YouTube, if you've got good engagement, and you only have 1,100 subscribers, you can compete with someone who's got 10 million subscribers. Am I wrong on this? You are 100% correct in that the metric, the metric to rule them all, that YouTube really cares about is watch time. They've just understood that that's how they grow consumption and time on platform. And that's what shows that a user is really. interested in content, is it watch time and so I wouldn't say the subscribers don't matter because yeah, to your point, you want to get over kind of that thousand threshold, and maybe if you get someone to subscribe, they're more likely to come back and we're likely to check you out. But it is definitely more of a vanity metric than anything else. 00:21:56 And so what you've got to be obsessively focused on if you're creating organic content on YouTube is how do I increase my watch time? So, how much time, a percentage or minutes like there's there's an argument like this: we'll probably go for an hour here and some people, you know, one of the other podcasts I do, I do for another company, and they're like, 'Kevin, cut this nobody listens to an hour. You need you need to cut this. Nobody's got that you're talking too much time.' You know, it's too much, too much. You need to make it 40 minutes. So, is it is that watch time metric a percentage of how much of the hour they watch or if I cut it to 40 minutes and they watch the whole 40 versus they watch 40 of my 60? 00:22:32 Which of those is better, yeah it's a really great question. And I will preface this by saying I spend most of my time on the YouTube ads side of things, so paid traffic, so the sponsored ads are doing like what you did norm to try to drive viewers through ads that's where I spend most of my time. But my understanding is on the organic side it is more about the the watch time but if it's a short video then someone watching the whole thing is great, right? But but it's Not just purely a percentage play so if someone is watching several minutes of a long video YouTube thinks that's great right YouTube views that as great I don't know exactly the cutoffs of percentages or or times but um yeah Google's not penalizing you I don't believe if you post an hour-long video and the average watch time is 30 minutes or something like that, that's still really great. 00:23:25 One of the things that we've learned with the Lunch with Norm podcast is that we hired a consultant. We say, what's going on? What's happening with the algorithm? The watch time, which I can say is constantly improving. If there is a dip, we try to figure that out. But the hardest thing to market on YouTube is a long-form podcast. And I think it's because people listen to eight minutes and they cut out. And so we addressed that with this consultant and he came back and he said, number one, forget like, let's forget thumbnail and let's forget title. It's important, but it's addressing that topic. The first 30 seconds, like the second that somebody comes on, you address it. But the one thing that made a huge difference is what, when are they people starting to cut off? 00:24:20 And then. After your interview, because ours is live, and then we put out an edited version, he says, 'Take that moment where you start to see the fall off and bring in another hook at what the person's saying.' And he says, 'If it goes another 12 minutes, then bring in another hook.' So every time we do it. We have to do secondary hooks for everything, knowing what the guy's going to be talking about. And then we make short clips out of that as well. But that's probably been one of the biggest things that we've learned. So everybody stay. The dancing girls are coming. Don't go anywhere. We've got the dancing girls coming. No, it's usually you, Kevin, in a thong that comes out. Like that South Park. 00:25:03 They stay for it because they can't believe it. Like, wait a minute. Is this really going to happen? To keep in mind is you know people will consume hour-long, hour-and-a-half-long, two, or three-hour-long videos. Look at like the All-In Podcast, which is one of my favorites. Look at Joe Rogan; Joe Rogan exactly, somebody's showing three hours and it's just two people talking-it's just like what we're doing right here. But the you know what they've really nailed is they just keep people's attention like it's just good radio, it's good, like you were on the edge of your seat the whole time; it's interesting, they're good transitions, all that stuff. So, so yeah, I would agree with that. Um, thumbnails important and an image and some of those things, but really getting someone hooked and then and then not losing them throughout the process is really the key. 00:25:52 And the other thing too, uh, and I think this even was bigger than keeping them it, I guess, is conflicting with what you said about watch time, but it's getting to watch a second video so, uh, that's one of the things that you know we're trying to do. If you like this podcast, make sure you check out one of these podcasts or shorts. And as long as we can do that, and we're just in the middle of this battle, so working with this guy. So I'm trying it. I'm not sure how that's going to work, but he was saying that if you can get somebody to stay on and watch a second or third video, that's better for you. Super interesting. Super interesting. Yeah, I've heard that too. 00:26:38 Marley Jacks, I think, remember I talked to her at Funnel Hacking Live at Norm, and that's one of the things she was saying is to recommend other videos within your channel, the more you can get them to recommend other videos in your channel, the more your channel will grow, and the more the algorithm will start showing you to more and more people like that. There's something to that for sure. So you're saying that I might have a good idea, Kev? It's number three for the year. So you're giving your credit, but not November to get to three. So you're really good. So speaking of ads, didn't YouTube change the way it used to be? I forget the exact number. It was the first 25 seconds you could watch. 00:27:23 You could run an ad and if they clicked off of it, you didn't pay for it or something like that. And then they made a switch to it. And um or something is there something that still exists that little loophole or that little thing or that that, yeah yeah so that that's still that's still part of the platform. So a couple of interesting things, one I love that we started this discussion by talking organic YouTube, I think that's a long-term play, I think there's much value in building that organic audience, you can also leverage that audience with ads later, so I think if you've got the capacity and the desire to do that, do it. What's beautiful about ads is we can go from zero to really scaling quickly if we do a lot of things right. 00:28:01 And so to answer your question specifically, Kevin, kind of the rule of thumb there, when I first started getting excited about YouTube, it's when they introduced TrueView ads. And so TrueView ads, that's when you only pay if someone actually views the ad. And so the way Google looks at that is either 30 seconds of the video or the whole video if it's less than 30 seconds. That's what they count as a view and that's important because if you look at other platforms like Meta, for example, it's often like three seconds is what they count as a view. Whereas on YouTube, it's a view if they're spending 30 seconds or more if it's a long video or um the whole video if it's shorter than that. 00:28:41 There are a couple of exceptions, so let's say I'm running if I'm running a view-based campaign that holds true if I'm running a conversion-focused campaign, so I'm running DemandGen or something like that, where I'm saying to Google, 'Hey, get me people who will click and sign up for this webinar or click and buy my product or click and get a coupon', something like that. And I want to get my CPA, my cost per acquisition, to $50 or $100 or whatever the case may be. If you run those conversion-focused campaigns, if someone clicks on the ad, before you know at any point in time that counts as a view, uh or if they uh leave within 10 seconds, but then they do convert, Google will count that as well. 00:29:25 So, some they'll kind of track it a few different ways: a click, or a view, or if they convert um after watching at least 10 seconds, and then that also counts as well. But if they skip and they don't they don't click they don't convert and it's under 30 seconds or shorter than the whole video if it's shorter than that then that does not count. Hey, what's up, everybody? Kevin and Norm here with a quick word from one of our sponsors, 8Fig. Let me tell you about a platform that's changing the game for Amazon sellers. That's right. It's called 8Fig. On average, sellers working with 8Fig grow up to 400% in less than a year. 8Fig offers both funding and free tools for e-commerce growth and cash flow management. 00:30:10 And here's how it works. 8Fig provides flexible, data-driven funding tailored to your exact needs. You know they could fund anywhere from up to $50,000 all the way up to $10 million. 8Fig gives you free tools to forecast demand, manage inventory, and analyze cash flow. Visit 8fig. co, that's 8fig. co, to learn more or check the link in the show notes below. Just mention marketing misfits, and get 25% off your cost. That's 8fig. co, 8fig. co. See you on the other side. So if you want to monetize more video, or podcast, I mean, we have sponsors that we come in, but as a creator on the ad side, we'll talk about the other side in a second, but as a creator, You can put little markers in your YouTube video. 00:31:05 You can actually say, 'I want to run', there's a term for it in YouTube land of some sort of little markers where you can actually either add spots. And if you don't fill them, it just continues going. If you fill them, it does an interruption or something. Is there a certain science to that or certain numbers you have or how often you paste those or anything? Yeah, that's a great question. That's something that I don't have a ton of experience with, so I can't. I can't really give any insights on that one. I know a number of creators who will do live reads within their YouTube episodes, and that's been a really successful form of advertising. So, in fact, I did a podcast. Do you guys know The Ridge or Ridge Wallets? 00:31:46 Oh yeah, sure! I did a podcast with Sean Frank, CEO of Ridge Wallets, this was episode 138 of my podcast. And he talked about how, in the early years of scale for Ridge Wallets, what they did is they just reached out to creators on YouTube-top Fortnite creators or outdoor gear creators or whatever-and basically just said, 'Hey, create a live read within your video about Ridge Wallets.' We'll either pay you a flat fee or commission. They kind of did a variety of things. And to your points, you made it during the intro. The cool thing about those videos is that some of them get better over time-so they may be getting more views a year from now than they are today-and then they just keep going and going and going. 00:32:27 Whereas like TikTok or Instagram can be wildly viral but it's usually just a few days or a week or something, and then they die. So, so you've got that opportunity which people can lean into on YouTube which is uh somewhat untapped. So if you're a creator, I would look at those opportunities and there are big brands that will get involved with you in that regard. But in terms of creating the markers for where ads pop up, I don't have really any data on that. So are you using like VidIQ to actually target other people? Or what are you using to actually, for your clients to go in and actually, how are you doing the targeting? Like where do you want to show up on other YouTube ads for your clients? 00:33:05 Like native. That's a deodorant, uh, and so how are you? Where are you going to actually reach the audience that's going to buy native is this uh tree huggers uh or I mean what that are watching you know some um video about uh camping in the woods and that's the kind of thing they would want or what, what, how do you find your audiences uh uh your your avatars that you want to advertise to? It's a great question. And so that's another area that's a little bit different on YouTube than it is on the platforms, the ability to target exactly who you want to reach on YouTube. But I also recommend kind of giving the algorithm freedom to explore and to expand beyond what you think is your ideal audience. 00:33:50 And so whether we're running a campaign for native, which again, we saw them grow from 100 million to a billion in sales or Arctic coolers. We saw that we did a big campaign for them that. The YouTube turned into a case study where we drove traffic to Walmart stores. So they're in Walmarts nationwide. They wanted to see if they could lift in-store sales with YouTube. We did. Pretty remarkable. It was like from 12% measurable lift to 48% measurable lift, kind of depending on the market we were looking at, but pretty phenomenal. And so it kind of starts in a couple of ways. You can do interest-based targeting. You can do behavioral targeting. So as an example, On the behavioral side, there are in-market audiences. 00:34:30 So I believe nobody knows more about what you're about to buy or what you have bought than Google or Amazon. Google and Amazon know your entire purchase history. They know what you're shopping for right now. So these in-market audiences, there's some off-the-shelf audiences where you can just select these as you're building your campaign. And they can be broad like travel. I'm in the market for travel. Or it could be, 'I'm in the market for a luxury cruise' or 'I'm in the market for a luxury European cruise' or something like that. And so you can be pretty specific on those in-market audiences. And basically, what Google's doing there is they're looking at like a two-week window of what is Kevin searching for online and what in-market audience am I going to put him in? 00:35:10 So is it a humidor? Is it best jacket for smoking so that I look really cool when my buddy Norm is there with me? Actually, I don't think they have tobacco-based audiences. But anyway, just leaning into what you guys were talking about before. But you can lean into these or you can select these in-market audiences based on someone's Google behavior or based on their online behavior. What I love the most though, the audiences that we lean into first are what are called custom segments. And this is where you can get creative and you can tell Google, hey, I want to build an audience of people who've searched for these keywords on Google and or on YouTube. Build me an audience of those people. 00:35:49 So on the native side of things, we'd build an audience that's, hey, people looking for aluminum-free deodorant or natural deodorant or vegan deodorant. There's some things that they don't necessarily qualify for, but that would still be the right category. Or if it's Arctic coolers, maybe I'm just looking for people that are like best cooler for pulling behind my four-wheeler or best cooler for cold temperatures or whatever. So I could build this massive list of keywords and basically then Google is going to create a custom audience for me, this audience of people. That have searched for those things on Google or on YouTube. And now I can show them my YouTube ad. Can you do that with websites too? Websites too. Visit a certain website. 00:36:31 If I'm targeting, I don't know, Amazon sellers, and they visited sellercentral. amazon. com, can you build an audience based around website visits? Yeah, that's another great custom segment where you can give Google these signals of, hey, I want an audience of people like those that visit these websites. Now, what Google doesn't do is they don't just build an audience of people that have visited those sites, right? They can't. So as an example, you can't like take your competitor's URL and say, hey, build me an audience of just my competitors, customers. You can't do that, but you can still use that as a signal. And Google knows the type of person that visits those websites and they know who visits those websites. So it's close. It's basically. 00:37:13 Google taking those inputs of those websites and building a lookalike audience around it. But we're confident part of that audience is actually some of the people that do visit those web pages. So what about the average dollar value? Order value of your uh the products that you're selling like I know on Facebook it's kind of useless unless you're at least 30 to 50 dollars to do any form of advertising yeah you're talking about a product that is an underarm deodorant or something similar like that you know does that does that work or does it have to be like the Arctic Cooler where it's you know a lot more money yeah it's a really great question so it depends on a number of factors um And actually, there was this amazing study that just came out that I highly recommend. 00:38:01 I'll give you guys the link so you can link to it. It's free, but it's done by House Analytics. And basically, they're an incrementality testing company. Are you guys familiar with incrementality? Are you hearing that a lot? It's kind of one of the buzzwords. Go ahead and explain it for the audience. Yeah, sure. So incrementality is basically looking at net new customers or customers you would not have gotten. Otherwise, I'd give you an example uh we see a lot of brands where they they lean in heavily to Meta ads but for whatever reason they maybe need to pause it or they stop for a little while and they turn off Meta ads and then like everything else stops working they don't get customers on Google branded search and they don't get customers on Amazon like they did, so Meta is very incremental-you turn it off, you lose sales, branded search on both So Amazon sponsored products, putting on your own brand or branded search on Google. 00:38:55 If you were to turn that off, sales might go down a little. You probably lose something, but sales wouldn't plummet, right? So that's not very incremental. So it's not driving net new customers. So what House Analytics did is that they did some studies that really confirmed what we've seen anecdotally, what we've observed in our tests. But they did 190 incremental. ad studies and they basically do like geo holdouts where they'll you know have uh and this is what we did for arctic too we've got test market control market but they're similar in all regards other than one gets youtube the other doesn't and then you compare the behavior in those two markets so anyway uh house did 190 of these tests here's what they found they found that youtube ads are 3 . 00:39:41 42 x more incremental than what is reported in platform meaning You get a one row as in platform, you're looking in YouTube and you got a one return on ad spend. It's probably like a three to four and a half return on ad spend. If you saw the true impact, meaning there's a lot of people that did not click on that ad, but they circled back and they purchased. Now that's just if you're DTC, if you add in market somewhere else and they, that one gets the attribution when it was really YouTube that sparked it. Exactly. Exactly. Or yeah, they saw it on YouTube and then they didn't do anything else, but then they clicked on a branded ad because they searched for you. Branded ad gets all the credit. 00:40:22 It did nothing other than just like walk someone in the door type of thing, or it did very little, I should say. So yeah, exactly. And so it gets even better though, if you're on marketplace and/ or retail stores, so you can add another. 99 or 0 . 9 row as to that if you're selling on amazon so so on amazon maybe it's four and a half or five return on ad spend but all you're seeing is a one in platform and they did this over 190 different advertisers and so and we saw this for a large hair care brand that we we worked with they were d2c and amazon we ran both their their their YouTube and their full channel, Amazon. We had to pause YouTube for, they're spending a lot. 00:41:03 There's been like a million dollars a month on YouTube, but we had to pause their YouTube for a little while when we did branded search on Amazon got cut in half. So went down by half. So just kind of shows the, the impact that has. So, so YouTube is very incremental. It does have a big impact in all channels. And so. You've got to kind of be aware of that, that you need to be looking at these other impacts. How is YouTube driving branded search? How is YouTube driving traffic to Amazon? Is YouTube driving traffic to retail stores? And look at that holistically to really understand what is YouTube doing? I'm not sure I actually answered your original question now that I got on that tirade. 00:41:45 I'm not sure if I circled that back to your original question there, guys, but happy to keep going. What are the different types of paid ads that you can get on YouTube now? Yeah, So there's a variety. There's kind of larger, broad strokes. There's what's called in-stream. And so that's where these are the skippable ads that pop up kind of before a video or in the middle of a video. That goes back to what you were talking about, Kevin, with kind of the ads playing in the middle of a creator's video. So that's in-stream. There's in-feed and in-feed is more, these are the ads that pop up in search results or that are displayed that you have to click on to watch. And so those you only pay if someone clicks on it and starts to watch it. 00:42:29 The in-stream ads kind of fall back to those rules that I was talking about before. So, those are the main categories. And then, in terms of the placements, you've got ads that show up in the mobile feed. So this is kind of confusing because it's called the mobile feed. It's still an in-stream ad, but the mobile homepage, right? So if you're on YouTube and I'll pull this up and see if we can get a bit of a live demo. But if I'm looking here on my YouTube, so I've got some football news there. I'm a Colin Cowherd fan, but then above that, that autoplay, it's Upwork. So we sometimes hire people from Upwork. So that's popping up there. That's an in-stream ad. It's auto-playing there and so there are ads there. 00:43:12 Then there are ads that run pre-roll or mid-roll in the video you're watching, and then you know you've got mobile, desktop, tablet, and then connected TVs, and you can kind of select those by excluding the the channels that you do the placements that you don't want um. But the two fastest growing channels are shorts or platforms, shorts, and connected TVs so that those are the areas that are growing the fastest. Now, a quick word from our sponsor, LaVonta. Hey, Kevin, tell us a little bit about it. That's right, Amazon sellers. Do you want to skyrocket your sales and boost your organic rankings? Meet LaVonta, Norm, and I's secret weapon for driving high-quality external traffic straight to our Amazon storefronts using affiliate marketing. That's right. 00:44:01 It's achieved through direct partnerships with leading media outlets like CNN, Wirecutter, and BuzzFeed, just to name a few, as well as top affiliates, influencers, bloggers, and media buyers, all in Levanta's marketplace, which is home to over 5,000 different creators that you get to choose from. So are you ready to elevate your business? Visit get. leavanta. io/ slash misfits. That's get. Levanta, L-E-V-A-N-T-A, and book a call and you'll get up to 20% off Lavanta's gold plan today. That's get . lavanta . io slash misfits. YouTube has this new thing with shorts where they're integrating some AI. So you can do AI-generated shorts, right? Yeah, I mean, the cool thing about Google is that people are pretty excited about in the SEO world. 00:45:05 Yeah, I mean, Google said, what was it, over a year ago, a couple years ago, that, hey, we're an AI-first company now, and they've been really leaning into AI for much longer than that. So I don't know that specific piece of AI tied to Shorts, but, I mean. AI is influencing everything, and video consumption, video creation, video ads, all being transformed by AI, no doubt. You know, we were doing shorts and we would go over to Hey Jen and we'd get them translated and it was starting to cost a little bit of money. And then Google or YouTube rolled this out and it's not for everybody. But uh, it's the translations so if you're if you're sitting there like we are today talking uh, it'll translate depending on your IP uh, like French, German, whatever it is, and it's using your voice just like hey Jen would yeah, and it brings out a transcript, whatever language you're talking to it, even translates Canadian. 00:46:10 I saw Yeah, but not for long because we are going to be the 51st time. Yeah, they're changing that. Take it away when you become the 51st state. English is the official language of the U. S., That's true. So good. Yeah. And I mean, look, that stuff's all going to just keep getting better. Like, hey, Jen is really awesome. I got some friends in the infomercial space. And they'll create a video and then launch it in Germany and Italy and stuff like that. And so the translation is brilliant. Google is getting better at that. I mean, it's really remarkable. And the pace at which it's getting better is also remarkable. How are you seeing, speaking of the infomercial, how are you seeing, I studied that world for a long time and came from that, a little bit of that world. 00:46:56 And I think you said you did a little bit of that too. How are you seeing that? How's that migrated to YouTube? How's that migrated to video? Are people doing 30-second, 60-second, two-minute, 30-minute direct response type of stuff on YouTube? Or is it a whole different animal now and a whole different way of driving sales for physical? Yeah. I mean, more people should be doing that. So I think the most direct correlation or the best analogy of. YouTube ads is short-form direct response TV. So, give an example: Karenique was a client of ours for a number of years there-it's a hair regrowth product for women and they were running direct response TV ads, they did infomercials as well, they were doing Meta, all of that was working; they could have gotten it, but couldn't get YouTube to work. 00:47:48 So, basically we did for them: we took their direct response TV ads-there were some that were like two minutes, some that were three minutes long; we tweaked them so the hook had to be different than what they were for TV, we had to like get right to the point, quickly. But once we had that edited, then we were able to really scale on YouTube. And so I think that more people and if you have a product that sells on TV or you've run infomercials, then YouTube will absolutely work for you if you get the creative right and the targeting around the campaign structure and all those things. But yeah, I think that's the best direct correlation or connection or analogy or whatever is direct response TV. Very similar to YouTube. 00:48:32 The exception is YouTube Shorts. YouTube Shorts is more like TikTok or Instagram Reels or Facebook Stories or whatever, but everything else is more like Direct Response TV on YouTube. You know, my son and his girlfriend came down and we were out. I was having a cigar and they were showing me this short film. They said, 'Take a look at this.' How many views do you think it has? And I looked at it and it was like this massive audience, this guy talking, and he's talking about, you probably have seen this. They're talking about this new car polish that's better than ceramic polish. And he sprays it on this Porsche, wipes it off in a second. And it's a major audience. 00:49:21 And so my son's girlfriend says, 'How many views do you think this has?' I go, 'I don't know, you know, a million.' She goes, '50 million.' Wow. Wow. And she goes, 'Oh, that's just their first video.' And she went through the videos that they did on YouTube. And I'm sitting here going, 'How much money are they making off of this?' But it was just, and it was all, by the way, Kevin, it was 100%, 100% AI. And I couldn't tell the difference. I'm looking at it going, 'There's got to be something.' There's got to be something I can see here. But it looks like there's, you know, this spokesman, really energetic, talking about this thing. I mean, I would have bought this stuff. 00:50:09 I probably will. But, yeah, just, again, we don't know how far it's going to go. It's only going to improve.' But the amount of views that you can get off of a short and then off of the regular videos if you want to produce it. Before you buy it, are you sure it works on Pentos? 1977. It works on Range Rovers, but I know what you think about Range Rovers. Wait, what is it? I want to talk about this category because I know this category intimately, but what's your perspective on Range Rovers, Kevin? Are you not a fan? He thinks they suck. No, I don't think they suck. They look amazing, but I have heard they end up in the shop a decent amount, so I don't know what's true or what's not. 00:50:49 I can tell you for sure what they do. uh yeah hey man i'm a toyota tundra fan that's that's that's my that's my rig and uh indestructible so i love that but um so yeah interesting story we worked with a big brand in that space so not a ceramic coating not a wax just kind of in between and we ran all their youtube and google and we scaled them massively back in the in the day and so it's one of those things where um those those products have high lifetime value conversion rates were pretty good. This was all like YouTube direct response, YouTube that we leaned into quite heavily. And here's my take on AI, like fully AI generated content. I got to say, I'm not a fan of if you take fully AI content. 00:51:37 So the spokesperson, the voiceover, all that fully AI, I'm not really a fan. I think there needs to be something that's unique there. So what I do like AI for is if you got let's say some real customers giving a testimonial but you want to edit that in a in a fun way and then maybe you need like a voiceover to kind of stitch it all together and then you need some cool product shots and some other things to bring in, let's use AI to do that. Let's use AI to make all of that easier. Um, we've created some AI content, uh or not, actually wasn't 100% AI content; we did is we took like um actual product shots and then created some AI content for like sponsor brand video and stuff on Amazon. 00:52:19 But I'm just not a fan of the fully AI influencer. That's me. I prefer getting real customers there, but use AI to lift a load of editing or lift a load of voiceover talent or something like that. So the technology is not quite there. I think it's going to get there, but I think humans are always going to be able to have something that's just not going to feel right. You've got to see. I'll send over. I'll try to get that video. It blew me away. And it was so energetic. And the energy was there. And I sit here with my wife and go, oh, that's crap. That's AI. That's AI. But I couldn't tell with this. But I want to get your opinion on something. My son and his girlfriend came back from LA. 00:53:05 They went to this conference about four creators and newsletters. And I was shocked. I was surprised when they told me that people now, they'll watch, but they're going to hold back. Just like giving up your email for a newsletter, people are doing that for subscribing and following on social media. Are you finding that, that people aren't going to just subscribe to a channel or follow you on social? Yeah, it's a great question. And it does not surprise me at all, right? That people are less likely to opt-in to email lists, although email is still a huge part of what we do, a huge part of what our brands do. And kind of a similar approach of, yeah, I don't really want to subscribe either. 00:53:53 So I think the good news though there is it totally ties back to what we were talking about before. It's not that important, right? You just got to create great content. And I think that's the lesson for anybody creating content, whether it's for YouTube or Meta or TikTok or whatever, is that it's a relentless focus on great content. I've got to keep cranking out great content. Content that has a great hook. Content that has a good product demo. Content that's got good social proof. Content that's got some kind of call to action or some kind of ask associated with it. Content that keeps someone's attention, so it's got fast-paced, fast edits, things like that. It's really just a relentless focus on good content. 00:54:32 And then the rest, kind of the algorithm will reward you for that, and your consumers will too. Are you looking to quickly boost new Amazon product launches or scale up existing listings to reach first-page positioning? The influencer platform Stack Influence can help. That's right. Stack Influence pushes high-volume external traffic sales straight to Amazon listings using micro-influencers that you only have to pay with your products. They've helped up-and-coming brands like Magic Spoon compete with Cheerios for top category positioning while also helping Fortune 500 brands like Unilever launch their new products. Right now is one of the best times to get started with Stack Influence. You can sign up at stackinfluence. com or click the link in this video down in the description or notes below and mention Misfits, that's M-I-S-F-I-T-S, to get 10% off your first campaign. 00:55:34 stackinfluence. com And it takes time to build that up. I think Mr. B said he did 100 plus videos before yet. Had any kind of traction whatsoever, and just getting refining the craft, getting better and better and better, and adding all those little elements that you said, where now he's got a formula that that he can just crank it out, crank it out, and man his videos are so good. We were watching some of those as a family, my younger kids or my younger teenagers, and stuff; they were like, 'You've got to watch these Mr. B's videos and we sat down for like an hour, but they were so good, like it just it hooks you, and you keep wanting to watch, and so it really is a matter of, we call it a creative feedback loop. 00:56:14 So if you're running ads, we want to look at different metrics in that ad, and in the ad. Consumption to let us know is the hook right was the product demo right like was there a good clear call to action and so we're looking at things like view rate. We're looking at where people are skipping. We're looking at click-through rate compared to other videos. So as an example, if a video has got a really good view rate, so people are engaged with it, they're watching it, then that shows us that hook was pretty good and probably we're targeting the right person. But then if the click-through rate is well below average for that brand, we're like, okay, we got to fix the call to action, right? 00:56:49 Or maybe the product demo fell a little bit short so someone doesn't want to click on the ad. So how do we fix that? Unless we did for Arctic, we had that super successful campaign. And now we run all their Google and YouTube. But that's what we're constantly doing is looking at, hey, let's look at all these videos for the same product. We can analyze what's got the best hook, what's got the best product demo, what's got the best offer, best call to action. And then you're just constantly iterating the next round of videos from that. What do you find works best in the ads? Based on what you said, it sounds like there are three. Maybe there's a few more, but three core. ways you can target. 00:57:24 It's either keyword or intent-based targeting. It's avatar-based targeting, or it's targeting specific videos in particular. Like I want my ad to show up on these 27 competitors' videos or whatever it may be. Am I missing something in that? Or is there another major way? And if so, what is it? And which one of those do you find typically works the best for certain types of products? Does a certain type of product work better for one of those than the other? Or what do you find? Or you just got to experiment with them all? So you do need to experiment a little bit. One thing that I would not recommend, and I know some people that, I'm not a Meta ads guy, but I know people that lean into Meta that just say open targeting, right? 00:58:03 Let the algorithm figure it out. It'll figure it out. Just leave it open. With YouTube, we find better results if we focus and target the algorithm. By far, the best audiences to start with are those custom segments where you're giving Google search. Terms or keywords so people that search for these things build an audience around them target them best place to start not always the best place to scale, so if you hit a ceiling there and it doesn't fully scale, that's my number one. My number two would be giving Google URLs of sites to kind of build a lookalike audience, that's kind of number two. Number three is and you can do this now in Demand Gen and Demand is a new campaign type and you can lean into video only on that. 00:58:43 But you can create true lookalike audiences. So just like you can on Meta, you could upload a list of your customers and say, build me a lookalike audience. And so those are really good. There's another option that's available in a variety of different YouTube ad formats, which is called Optimized Targeting. And so we've done here a similar thing where we'll upload a list of customers. This is my list of VIP customers for my product. Upload that. to the Google Ads platform and then turn on optimized targeting. And basically what Google is doing is they're saying, okay, this is who our core of targeting, but then we're going to expand that and find other people like this. So we found some campaigns that really scaled that way as well. So those are the best. 00:59:24 Some of the kind of what I call off the shelf Google audiences, like in market audiences, affinity audiences, things like that. They can work, I would say half the time or less. Those are winning audiences, usually less. So we can test that as well. But I want to start with those three, the custom segments based on search terms, based on URL, and then the lookalike audiences of sorts. Then once you really scale, so we've done this with a hair care brand or with CPG brands, after a while and after there's a ton of data in the account, then you can open it up and just be like, hey. People 25 to 54 or females 35 to 65 or whatever, because then the algorithm kind of knows who your shopper is, but in the beginning, I definitely want to focus and target. 01:00:11 Can we talk about and we we're getting to the top of the hour, but mistakes, what are some of the mistakes that uh brands are doing? Yeah, great question. So one of the, I mean, the biggest mistake is on the creative side. So they're not understanding the creative requirements and what makes for a great YouTube ad. Very rarely can you take an ad exactly from meta. Or certainly from TikTok or Instagram, and run that just like it is on YouTube, the exception being YouTube Shorts. It can often translate directly to YouTube Shorts, but YouTube Shorts isn't the most effective part of YouTube, and it's certainly not where there's the most scale. So, you know what you gotta keep in mind there for YouTube? Generally speaking, we like ads that are 45 seconds up to about three minutes long. 01:00:59 So, you gotta remember with YouTube, the ad does all the heavy lifting; there's no really other text or other things to look at. You're not seeing much of the social proof like you're seeing, you know, with clicks and likes and comments and stuff like that. Um, so the video has to do all the work. It's got to be a little bit longer; it's got to have a clear hook, clear product demo, clear social proof, clear call to action. It's got to have those elements. So, the biggest mistake is the creative-they take a 15-second ad that works on Meta, try to run it on YouTube, and then they're disappointed. That's that's number One, the second part isn't understanding measurement right. It's not understanding that YouTube really isn't a click-based platform, right? 01:01:37 So, if you're just looking at click-based conversions, direct conversions, you're gonna be disappointed almost without question. There are some exceptions, but almost without question, you're gonna be disappointed. And understanding that the real impact of YouTube is part direct conversions, part search lift-so more people searching for your brand, part lift on other channels like Amazon and retail stores if you're there, and then it's a lift in, you know, direct unattributed. Sales to your dot com, and so the number two biggest issue is not measuring it properly, and because if you don't measure it properly, you're going to make mistakes and optimization, and things like that. Then the third mistake is just not really understanding how to set up the campaign, so it goes back to kind of what we're talking about before-it's audience targeting, it's getting the right mix of view campaigns and conversion campaigns, and really giving them kind of enough enough runway and enough budget to get them going. 01:02:35 You don't have to spend millions of dollars in testing, but you do have to give it enough time to see the results. Hey, Kevin King and Norm Farrar here. If you've been enjoying this episode of Marketing Misfits, thanks for listening thus far. Continue listening. We've got some more valuable stuff coming up. Be sure to hit that subscribe button if you're listening to this on your favorite podcast player. Or if you're watching this on YouTube or Spotify, make sure you subscribe to our channel because you don't want to miss a single episode of The Marketing Misfits. Have you subscribed yet, Norm? Well, this is an old guy alert. Should I subscribe to my own podcast? Yeah, but what if you forget to show up one time and it's just me on here? 01:03:14 You're not going to know what I say. I'll buy you a beard and you can sit in my chair too. You can go back and forth with one another. Yikes, but that being said don't forget to subscribe, share it, oh, and if you really like this content somewhere up there, there's a banner click on it and you'll go to another episode of the Marketing Misfits. Make sure you don't miss a single episode because you don't want to be like Norm. Alright. So now, K-squared, any question? No, I think we could keep going for a while. Yeah, absolutely. I think this has been helpful. This has been great, Brett. Appreciate it. Awesome. Thanks, fellas. Always good to hang with you guys. Love talking marketing and talking YouTube. I could just keep going and going. 01:04:11 So this is fun. People want to know more about what your company does and the performance marketing and all that stuff. Is it omgcommerce . com or what's the best way to reach out? Yeah, omgcommerce. com. I'm also on LinkedIn. So I post pretty regularly on LinkedIn. Brett Curry on LinkedIn. But yeah, we've got a full-service Amazon department. So if you need help with Amazon growth, we can certainly chat. We got retention marketing email and SMS. And then, of course, like we talked about today, Google and YouTube and those are generally you know whether you're an Amazon first brand or an omnichannel brand a lot of people just aren't leveraging Google or YouTube the 01:04:48 way that they should and so yeah, happy to chat I've got some free resources on uh how to run YouTube ads and examples of winning YouTube ads and I'm happy to give you guys a link to that you can share with your audience and you get that on on the website as well um and then happy to do a free strategic uh session with you to talk how YouTube can work for your brand, does that count for us? We just had an hour one, Norm. Okay. Hey, anytime, anytime the Misfits want to talk YouTube, I'm ready. Ready for a free strategy session for you guys. Fantastic. Now, I have one last question for you. Sure. When, well, at the end of every podcast, we like to ask our Misfit if they know a Misfit. 01:05:32 Yeah. So, man, one guy that I think you guys should definitely talk to is a guy named Jordan West. He runs a podcast called Scaling My E-Commerce Brand. But he's big in the TikTok shops. And that's one of those things where he even mentioned this, like TikTok and Amazon, man, they go together well. And so, Jordan West would be the Misfit that I would recommend to you guys. All right. Fantastic. Okay. I think that wraps it up. What would you say, Kev? That's been good. Always like talking alternative channels and YouTube, like you said, I think is the untapped goldmine right now that a lot of people are sleeping on. Stop sleeping on YouTube. Yep. I agree. I agree. Double down. 01:06:19 And that's what we're doing here at the Misfits and Norm and I are doing in our company is we had this discussion like a month ago. I was like, we need to forget all this other, not forget, but de-emphasize a lot of this other stuff and like really double down hard on YouTube. Uh, and that's that's what we're doing, that's as Norm has said with the test he's already started, love it, love it, awesome. Well, thanks so much, fellas, really enjoyed it. All right, we'll talk to you soon. Thank you, thanks, there I just did my job, look at that. I know you hit the button, you didn't have to get used to it, which one is it, which one is it? 01:06:52 Uh, you got it, you know you're getting even smarter as you age, Stream Deck, that's what it is, it's just that button, you know. I have one of those Stream Decks right here, um, and I haven't even set it up yet, it's just sitting here. Hey, I know you too well, I can be cool like you and I can like hit buttons and and have alternate angles and everything, yeah, I know you so. Well, Mr. King, like I know you have a computer, a new Mac computer still sitting in a box from, you know, a humidor just sitting there. I mean, you've got so many things that you buy and put it this way. You are the premium high-end hoarder. You've got all these incredible thousand-dollar robots kicking around. It's never once. 01:07:49 That robot has never once asked me for a drink. Do you know what, though, that's cool, though, that I just got speaking of? So you know how sometimes a box will show up like this, just happened with you? Actually, you know what? I'll tell this on the next podcast. This is a good opening story. We'll save that for later. So that's our open loop. That's our hook. I've got a great story that you're going to really love, Norm. I'll share on next week's podcast, so if you want to uh, if you like what we're talking about here on The Marketing Misfits, make sure you go back and check out the channel. We're almost a year old now, so we have uh, we're coming up on about 50 episodes. 01:08:24 We don't have 300 or whatever Brett said he's got yet, but um, we'll get there, we'll get there one of these days. Um, but go back and check out some of the other episodes, there's some awesome content in there. You know, sometimes I need to go back and actually just like review them myself; we're on them live, but sometimes I'm taking some notes like I took a note on some couple things that Brett said, but just to go back and like listen to them and read the transcript uh, is valuable and pretty soon we're gonna have something for all of you that's right. It's The Marketing Misfits newsletter so we're gonna actually be taking a lot of this content and expanding on it and actually some other stuff. 01:09:01 We'll be able to get a weekly newsletter from The Marketing Misfits with some cool stuff. So watch for that announcement coming soon. It's going to be really, really cool. Don't you agree, Norm? It's so new that I don't even know about it. Your picture is just right there on the bottom. All right. Okay, people in we're just you're just the the mannequin at the front, right, right, right of course, but I'm so glad to hear and this is at the end of this podcast, but that you put my picture back up, that's good; I even I scratched out your eyes, yeah, you know in some of the Arab countries where they scratch out the eyes of the Christians, and I had a guy come back out and put your eyes back for you too good and not on the dartboard anymore, huh, not on the dartboard, okay, very good. 01:09:48 All right, that's the end of this podcast. So make sure you subscribe. Make sure you check out the rest on this channel. Or if you're listening on Apple Podcasts or Spotify, check out some of the other episodes, too. Hit that subscribe button. And you can leave us a comment down at the bottom. Tell us what you think. And tell me if Norm was too mean to me this time or if I need to be meaner to Norm. Just let me know so that next episode I can get even. All right. Very good. All right, everybody. Oh, and where can people find our podcast? They can just look for marketingmisfits. co. See, I'm learning. I'm getting smarter in my old age, too. Absolutely. Marketingmisfits. co. Not . com, but .co. You can always find the latest and greatest right there. Alright. Fantastic. Alright, everybody. We will see you next week. Peace. Peace. Thank you.