How to Scale Your Ads & Sales Like “Purple Mattress” - Bryant Garvin - FHR #179

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00:00
welcome to funnel hacker radio podcast
00:03
where we go behind the scenes and
00:05
uncover the tactics and strategies top
00:07
entrepreneurs are using to make more
00:09
sales dominate their markets and how you
00:12
can get those same results here is your
00:14
host Dave Woodward I’m your host Dave
00:19
Woodward and today you guys are in for a
00:21
massive massive treat and I’m so excited
00:23
to introduce to you guys to brian Garvin
00:26
Brian welcome to the show
00:27
hey so I had to be here excited to be a
00:30
part of the community man so some of you
00:32
guys might not know who Bryant is but
00:34
you see him absolutely everywhere if
00:37
you’re on any social media platform at
00:38
all because he is the ads guy behind
00:40
purple purple mattress company and it’s
00:43
got his own podcast out right now called
00:45
Scott stack the odds stacked the odds
00:47
and he’s been just crushing it with
00:51
purple it’s a super again it’s a crazy
00:54
crazy hope everything you guys have done
00:57
at purple it’s been amazing to see how
00:58
you basically taking this thing I know
01:00
you guys work apartment brothers as we
01:01
did with deer cliff falls stuff I want
01:03
to dive right in though and kind of talk
01:04
about some of the amazing stuff that you
01:07
guys are doing and help let’s hide it
01:08
nobody dived in as far as what does
01:10
stack the ads in really mean why is
01:13
stacking ads so important to house
01:15
what’s that we’ll talk so one of my
01:19
buddies we started this little side
01:23
Facebook page and podcast originally
01:26
because I’ve been doing this for twelve
01:29
plus years and one of the things that
01:30
I’ve seen with almost every single
01:33
company that I consult with especially
01:34
in the e-commerce space and over the
01:37
last year or two everybody is like 150
01:40
percent in on Facebook and ignoring
01:42
everything else and I’ve ever been a
01:46
part of that or help to and consult with
01:49
they’ve gotten into trouble it’s because
01:51
they put all their eggs in one basket
01:52
and so really it’s about strategically
01:57
growing across multiple platforms being
02:01
omnipresent right at least on a
02:03
retargeting front like if you can just
02:05
get on a couple of different platforms
02:07
you literally become omnipresent to
02:10
people that have been to your site that
02:11
have seen your stuff
02:13
so you’re just constantly there and you
02:15
don’t even have to spend a significant
02:17
amount to be that omnipresent right the
02:20
people that have interacted with you
02:21
that you drove in from Facebook ads
02:23
right in Facebook especially but what
02:25
are some of the stats this year it’s
02:27
almost tripled in price and CPM is 171
02:29
percent increase through July according
02:32
to ad stage like that’s massive that’s a
02:35
huge I don’t understand what you just
02:39
said because CPM doesn’t mean that’s
02:44
kind of our lingo so it helped people to
02:46
get what when you’re saying hundred
02:47
seventy-one percent CPM what’s that
02:48
really mean Brian so basically the cost
02:51
to reach a thousand people increased a
02:53
hundred and seventy one percent from
02:55
just January through July this year and
02:58
anybody that’s actually been watching
03:00
their ads knows that it’s even spiked
03:01
even more through the end of the year so
03:03
I wouldn’t be surprised if this year
03:05
when they pull all of the data together
03:07
that there’s like a 300% increase in
03:10
cost to reach the same thousand people
03:13
that you were able to at the beginning
03:14
of the year like that’s massive that is
03:17
huge and so again for you guys were
03:19
listening understand what we’re really
03:21
talking about is it’s gonna cost you
03:22
three times as much Tim to get to the
03:25
same thousand people you’re gonna have
03:27
to have a really solid funnel built out
03:28
because your cost of acquisition by an
03:30
ad standpoint just went up three three
03:33
times as much so it’s again super
03:35
critical that’s really why I want to
03:36
make sure Brian was on here to talk to
03:37
you guys about how do you scale ads how
03:40
do you drive more traffic while actually
03:42
being able to really stay within a fixed
03:44
budget that being I don’t know how much
03:45
just purple spinning them Phaeton ads
03:47
these days I can’t give actual numbers
03:50
so if it would be I’m sure it’s more
03:52
than a thousand so how many zero so we
03:57
need to add behind that thousands get
03:58
kind of close a few units yeah a day and
04:04
we do manage our budgets on a daily
04:06
basis and it just scales from there
04:09
right to weekly monthly annually all of
04:11
that type of stuff one of the things
04:13
safe to say you’re spending over a
04:15
hundred thousand today some days yeah so
04:19
it is a somewhere between fifty thousand
04:21
hundred thousand a day yeah that’s
04:23
that’s a very conservative estimate so
04:25
we’re
04:26
you’re getting a lot of bad exposure for
04:29
I’m just trying to help establish the
04:32
fact that you know what you’re talking
04:33
about here so yeah thousand dollars a
04:36
day Facebook yeah I think you got a
04:37
pretty good idea as far as what your
04:39
what’s going on so Facebook YouTube all
04:42
of the different platforms right that’s
04:44
that’s actually one of the things that’s
04:46
a loud purple to scale and leave scaled
04:48
profitably because up and tell this
04:51
merger IPO stuff going through right it
04:53
was all 100% self-funded and that money
04:56
hasn’t even come through yet so the
04:58
continuation of the business every
04:59
machine that we have to build all of the
05:01
products that we have to buy because
05:03
this is physical products it’s not as
05:04
easy as spinning up another server right
05:06
like a version not that that’s easy but
05:10
it’s a lot easier to scale ass ass
05:12
platform by just spinning up servers and
05:14
duplicating them then coming to actually
05:17
physically produce manufacturer package
05:19
and ship product right so to scale
05:22
ecommerce is significantly different
05:24
than scaling a legion or a SAS type of
05:27
platform because there is something
05:29
tangible that has to be produced and
05:31
shipped when you’re talking physical
05:34
product goods obviously SAS is
05:35
technically kind of e-commerce because
05:37
they’re buying it online right and did
05:39
ebooks or all of these other things or
05:41
e-commerce things as well and not all of
05:42
them are physical and tangible but with
05:44
purple it has been and one of the
05:46
reasons why we’ve been able to grow like
05:48
when people think about scaling online
05:51
right they think about Facebook and
05:53
doing that because that’s where
05:54
everybody’s attention is that that’s all
05:56
you hear about on podcast news there
05:58
that’s all you hear about you know in
06:00
the media and in all of the Facebook
06:02
groups it’s like oh my gosh a lot right
06:04
if you’re not on Facebook then you’re
06:06
getting missing out type of stuff and
06:08
there’s so many other platforms that are
06:10
out there though the next place most
06:12
people go is like oh well do non brand
06:14
search right and that for those that
06:17
don’t know the difference between non
06:18
brand and brand search number and would
06:20
mean that there’s not a specific brand
06:22
attached to the search query so it’d be
06:24
like memory foam mattress or buy a
06:27
mattress online instead of purple
06:29
mattress right and so most people that’s
06:32
the next place that they go is into non
06:35
brand because of the intent is really
06:37
high they’re looking for a product that
06:39
you hopefully
06:40
have to offer right but everybody’s
06:43
playing in that field as well and so CPC
06:47
is on the mattress side can be 30 40 50
06:49
$80 a click I can get a lot of video
06:53
views out of YouTube and Facebook and
06:55
other stuff like that for that same
06:57
amount of cost and then video is really
06:59
where we’ve pushed in the floor right
07:02
like started off with the Harmon
07:04
brothers but we also some of our
07:05
original videos that we had produced
07:06
they weren’t Harmon brothers quality but
07:09
they still engaged and they cost
07:12
significantly less than that and we use
07:14
those inherent below with to scale out
07:17
our business as we’ve gone along here so
07:20
that’s that’s really when everybody is
07:22
digging right to Facebook you should be
07:25
zagging going the opposite direction not
07:27
saying don’t be on Facebook Facebook is
07:29
still highly profitable if you know what
07:31
you’re doing but if everybody is doing
07:34
it it’s an option it’s going to increase
07:36
the costs and targeted you get the more
07:39
expensive it’s gonna get whereas you can
07:41
go reach out into other platforms like
07:43
YouTube as an example like YouTube is a
07:46
massive platform that everybody has
07:48
forgotten about you can get 30-second
07:51
muse on YouTube for 5 to 10 cents if you
07:54
actually went in and looked at what your
07:55
cost for views on Facebook would be for
07:58
30 seconds it’s probably 50 cents plus
08:01
and there’s a big difference there not
08:03
to mention that like 98% of video views
08:06
on Facebook are done with sound off
08:08
whereas 98% are done with sound on on
08:11
YouTube that’s a completely different
08:13
experience would you watch a movie with
08:15
the sound off you know it wouldn’t have
08:17
the same impact right did you imagine
08:18
watching the latest Star Wars with no
08:21
sound just reading captions the same
08:24
impact right and so people go to youtube
08:27
specifically to watch videos they go to
08:30
Facebook and it’s kind of like pulling a
08:32
slot machine they’re not really sure
08:33
what they’re gonna get they’re just
08:35
looking to waste some time essentially
08:37
maybe checked in on their family
08:38
whatever so there’s opportunities that
08:41
people just completely ignore and if you
08:43
go where the people still are right
08:46
there’s over a billion people on YouTube
08:48
there’s over a billion hours of video
08:51
watched every month there
08:52
okay there’s lots of people still there
08:55
in 68% of people on YouTube are actually
08:58
using it for purchase consideration
09:00
they’re going to YouTube to look up
09:01
reviews to look up product
09:03
demonstrations to do stuff like that so
09:05
they’re actually using YouTube as a step
09:08
in their purchase process so you’re not
09:10
there you’re missing out right only nine
09:13
percent of small businesses as a stat I
09:15
saw recently are on YouTube but 68
09:19
percent of people are there looking for
09:21
products to purchase like that’s a big
09:23
disparity see disparities like that that
09:25
spells opportunity right for those of us
09:28
that know what we’re doing so how does a
09:30
person who’s getting used to using
09:32
Facebook from ad source how do they jump
09:35
into YouTube what are some of the tips
09:36
and strategies you recommend they do so
09:38
I think so the first thing right and
09:40
this is something you won’t find
09:41
anywhere it’s something that I actually
09:43
had to get Google to confirm is Google
09:48
has attribution inside of Google okay
09:50
but it is 100% limited to search so if
09:54
you are running your YouTube campaigns
09:56
in your search account where you run
09:58
your brand search and they watch a video
10:00
and then go search on your brand that
10:02
brand search gets a hundred percent of
10:03
the credit and you have no idea that the
10:05
video did anything one of the first
10:08
things that I tell people if they’re
10:09
serious about it and they should be is
10:11
actually creating an my client center or
10:14
a managed account center so that you
10:16
have your main account with your brand
10:17
your search all of that stuff and then
10:19
you have a separate YouTube and
10:20
prospecting display account set up a
10:23
separate conversion event so that way
10:25
you can have and it’s not never gonna
10:26
track the same as Facebook right
10:29
Facebook’s amazing what the cross device
10:31
and really tributing as much revenue as
10:33
it possibly can YouTube will never look
10:36
the same on a direct row ass basis but
10:39
it drives lift there’s so many times
10:42
that I look like somebody skipping an ad
10:44
right the first five seconds if they
10:46
skip the ad first off you pay zero
10:48
dollars for that okay that’s just that
10:51
people need to understand because it’s
10:52
one of the things I first started
10:54
looking at YouTube people were like I’m
10:56
paying for all this stuff when they skip
10:58
and I I never even get they don’t even
11:00
see it so I think that’s I appreciate
11:02
you clarifying that Brian is you don’t
11:03
pay anything for skip down yeah
11:06
they if they watch up to 29 seconds of
11:09
your video and it’s longer than that and
11:11
they stews to skip at the 29 second mark
11:14
you pay nothing it’s 30 seconds or a
11:16
completed view so if your video is less
11:20
than 30 seconds that’s when you’ll be
11:21
charged so really get a reason to have
11:23
longer than 30 and like where else can
11:27
you get 5 to 10 I like not even a penny
11:33
right like yeah you may be getting penny
11:34
or two penny three second views on
11:36
Facebook you get the same ones for zero
11:39
on YouTube right and so but one of the
11:43
things that you can do if you’re
11:44
spending enough money with Google is
11:46
they can set up brand lift surveys on
11:48
the back end where the audience’s that
11:50
you’re targeting they’ll exclude part of
11:52
them okay so the minimums like
11:54
twenty-five thousand over two weeks
11:56
which there’s a lot of money for some
11:58
companies right but the data that you
12:00
can get out of it because you can
12:02
actually see the lift of people that
12:04
searched for your brand terms versus
12:08
those that didn’t see the video and so a
12:10
lot of times you can get a thousand
12:12
percent lift in brand search from
12:14
somebody that watch the video versus
12:16
somebody that didn’t even people that
12:17
skip the ad you can get two hundred
12:19
three hundred four hundred five hundred
12:20
percent lift in brand search from
12:22
somebody that skipped the ad like that’s
12:25
freaking amazing
12:26
and you paid for that like that’s like
12:29
you paid nothing they went and searched
12:32
you paid on that click and hopefully
12:33
right if your you should be bidding on
12:35
your brand terms because everybody else
12:36
will be right so like the opportunity is
12:41
massive there I’m really bullish on
12:43
YouTube because there’s so much
12:44
inventory and remember how we talked
12:46
about the increasing cost on Facebook
12:48
CPM have basically then flat on YouTube
12:51
year-over-year like that’s huge that’s
12:54
fantastic
12:55
so tell me explain to people what brand
12:57
lift means so brand lift is and we’ll
13:01
use purple as an example right the non
13:02
brand search would be memory foam
13:04
mattress or buy a mattress online a
13:07
brand search would be purple mattress
13:09
okay and so brand lift is actually
13:12
somebody going out and searching on a
13:14
brand term so for click funnels right it
13:17
would be somebody searching click
13:18
funnels because they saw YouTube
13:20
yeah does that make sense yeah so it’s
13:23
on youtubers that on Google its YouTube
13:25
and Google so and one of the things
13:28
that’s important there is you should
13:29
build out brand search campaigns on
13:32
YouTube as well because I’ve seen
13:35
instances where we’re actually getting
13:37
35% more brand searches on YouTube than
13:39
we are on Google so if you’re if you’re
13:42
not there you can completely miss out of
13:44
an opportunity right because no matter
13:46
how amazing the product is there’s
13:48
always a competitor and there’s always
13:50
somebody that can try and negatively
13:52
bosch messaging right that’s what
13:57
marketing really is is making sure that
13:59
we’re putting our best foot forward
14:01
super cool stuff so tell me what are
14:04
some of the tools and things that you’re
14:05
using inside of YouTube for a video
14:07
standpoint I know one things we’ve
14:08
looked at is like bid IQ and and some
14:10
other resources what do you what are you
14:12
guys using and so did IQ is really
14:14
awesome from a cost standpoint first off
14:17
if you had the free version right and
14:19
then they’ve got it really does not cost
14:21
that much for what you can do you need
14:23
to make sure that you’re getting your
14:25
end cards set up so like your end screen
14:27
needs to look a little bit different
14:29
than your end screen on Facebook that’s
14:31
another stat that’s really important
14:33
most people watching vertical on
14:35
Facebook but 85% of people are watching
14:38
horizontal on YouTube because they are
14:40
going there to watch video right so like
14:42
whereas on Facebook you want square
14:44
vertical videos on YouTube you want the
14:47
16 by 9 aspect ratio that widescreen
14:49
because that’s what people are that’s
14:52
what people are looking for but those
14:53
end screens when they watched your video
14:55
and then you had like other videos they
14:57
could go watch and a call to action that
14:59
needs to be a little bit different than
15:00
on Facebook because you can actually
15:02
have them click on mobile right to your
15:04
site you can have it and watch another
15:06
video
15:07
which you don’t necessarily get with
15:09
Facebook right so if somebody watches
15:10
all the way to the end make sure you
15:12
have them subscribe make sure you you
15:15
know do all of those different things
15:16
because next time you push out a video
15:19
organically don’t get a notification
15:20
that it came out it’s kind of like going
15:23
live on Facebook right like there’s that
15:25
opportunity there that trying to get
15:27
those subscribers there and you’re never
15:28
gonna have as many generally I’m going
15:31
to do on Facebook right like you too
15:33
we have close to a hundred thousand
15:35
subscribers for your purple we’ve got
15:37
almost half a million on Facebook but
15:39
that’s okay because the quality of those
15:42
subscribers they want to watch video
15:44
that’s their whole entire purpose for
15:45
being there so if you can give them that
15:47
it’s freaking awesome
15:51
real quick before you save that thought
15:53
so I want to come back to but I think
15:55
what you just made mention of there is
15:56
real important that is the you have to
15:58
set this up for the audience that you’re
16:00
targeting and anybody who’s on YouTube
16:02
that audience are video watching people
16:04
and I love that idea so for us I know we
16:08
started created a whole bunch of our
16:09
funnel hacker TV episodes on YouTube and
16:13
again it’s been I think we’re just I
16:15
think we did cross tube number 80 right
16:17
now and a lot of these are just for
16:18
entertainment value but man we are
16:20
seeding clickfunnels all the way through
16:22
this in different types of things we
16:24
just did one
16:24
Todd Dickerson was out looking for his
16:27
affiliate dream car and just got a
16:30
Mercedes then went through and did you
16:31
know it’s a ten minute segment I’m
16:32
basically looking at cars
16:33
that’s all pushing towards our what’s
16:35
your dream car affiliate program I think
16:37
it’s it’s really cool though as you made
16:40
mention there that yeah it’s a different
16:42
audience and it’s not as large as
16:43
Facebook but the quality and those who
16:45
are they’re already pre-qualified to
16:47
watch video and they’re they’ve trained
16:48
themselves they know the actions they
16:50
need to take so I love that idea and
16:52
and it is a very large audience so 85
16:55
percent of 18 to 49 year olds are
16:58
watching YouTube every single month so
17:01
that’s still most of the audience that
17:03
people are trying to go after right that
17:05
18 to 49 is pretty much one of the
17:07
biggest buying demographics especially
17:09
online and so if you are not on YouTube
17:13
you are missing out on potentially 85%
17:15
of the audience but yes you may be able
17:17
to get on Facebook but it’s gonna cost
17:19
you significantly more to reach those
17:21
same people and that’s really what it’s
17:23
about is hedging your bets right one of
17:25
the porters by forces a supplier right
17:28
the supplier side of stuff well in
17:29
advertising that’s the different
17:31
channels that you’re using and if you
17:33
are stuck in one channel and that’s all
17:35
you’re using to drive your revenue
17:37
something will happen eventually and you
17:39
will go out of business or close to it
17:41
and so you’ve got to diversify we talked
17:44
about diversifying products we talked
17:46
about diversifying
17:47
you know your back-end your friend and
17:49
all of these different pieces right we
17:51
get people ignore diversifying their
17:53
traffic sources they either go all-in on
17:56
organic or all-in on Facebook or you
17:59
know what I mean and then when an
18:00
algorithm change comes and all Facebook
18:03
is emitting reach or you know SEO just
18:06
you just get hammered because they shut
18:08
down you know personal blog networks
18:10
right the they’re like oh my gosh my
18:13
business and you’re like well that’s
18:14
your own fault because you diversify I
18:18
mean would we be ups would we honestly
18:21
be sad if Walmart went out of business
18:22
because they decided not to diversify no
18:25
that’s their fault right and any
18:27
business can do it look at some of the
18:29
major businesses that have gone out of
18:30
business over the last little while
18:32
Sears Kmart you know like all Bourbons I
18:36
think it’s just retailers right yeah
18:38
like that’s just a few of them all the
18:41
you know Circuit City like CompUSA think
18:44
about all of these retailers that some
18:47
of them had existed for hundreds plus
18:49
years others were fairly new but none of
18:53
them diversified the way they needed to
18:55
to be able to sustain their business
18:57
they may have happened to them it can
18:59
happen to anybody really yeah my gosh
19:02
Facebook live earlier today just on the
19:04
whole idea as far as number one is the
19:06
work the number one is worst number in
19:08
business if you only have one product
19:10
you only have one source of traffic
19:12
you’ll only have one JV partner I mean
19:15
if your whole business is tied to that
19:16
one person you are at their mercy and
19:18
again mark decides to change how things
19:20
work on Facebook your whole business is
19:22
gone exactly exactly so that’s why I
19:26
started all of the stuff that I’m doing
19:27
is because I see it time and time again
19:29
and I’m honest the tire to get people
19:33
like are getting the wrong message for
19:37
most of the quote-unquote gurus out
19:39
there right like they’re all like hey
19:41
Facebook Facebook Facebook and you’re
19:42
like but yeah Facebook but right it’s
19:46
not a no ignore Facebook because there’s
19:49
still so much opportunity you’re going
19:51
to get so many more shares comments
19:53
likes things like that on your facebook
19:56
video than you will on a YouTube video
19:57
use the platforms for what they were
20:00
intended
20:00
for use Facebook to try and grow that
20:03
social Reach find audiences that all
20:05
they do is share even if they don’t buy
20:06
somebody that they share with probably
20:09
will right so you’ve got to look at the
20:11
type of stuff use the back end you know
20:14
they’re rolling out some Facebook
20:15
analytics stuff where you can actually
20:17
track people that have liked a comment
20:19
to purchase or shared a video to
20:21
purchase and so like there’s some of
20:23
this analytic stuff that’s coming down
20:24
the pipeline that you’ll be able to use
20:27
outside of Google Analytics to try and
20:29
see assign some value to some of those
20:32
other things that’s awesome so what else
20:34
besides Facebook and YouTube you guys
20:35
playing with so we play across a really
20:39
wide gamut I think we manage fifteen or
20:41
sixteen channels right now yeah so then
20:45
we’ve got a team of six right now doing
20:47
that so we we the key to us growing has
20:52
been to make partners out of our vendors
20:55
we don’t call them vendors we call
20:57
cohort groups so they understand that
21:00
they’ll succeed if we succeed we have
21:02
row last numbers that we have to hit if
21:04
we can’t hit those numbers then we’re
21:06
not going to spend as much with them we
21:08
rely on them to do a lot of the heavy
21:10
lifting so if you’re spending and enough
21:12
with some of these platforms they can
21:15
help build out some of these things
21:16
Facebook not so much well with Google I
21:19
can have them build out my ad account
21:21
like my campaigns if I want to I tell
21:23
them what I’m looking for they do the
21:25
quick and dirty grunt work right I go in
21:27
and double check and then we were able
21:29
to turn them wife so we’re lying on some
21:32
of those partners like that so obviously
21:33
we’re on Google and being in Yahoo
21:35
Gemini which is now both I guess with
21:38
AOL but also a lot of smaller platforms
21:43
right like we’ve tested out US Postal
21:45
Service removing address stuffs or like
21:49
forcing change of address we’ve tested
21:53
platforms like hive wire an Amazon media
21:56
group if people don’t know Amazon media
21:58
group they should Amazon is probably the
22:01
third biggest player coming up that
22:02
people are ignoring Amazon has an
22:05
advertising arm that they are building
22:07
out internally now the minimums they’re
22:10
a little bit higher and it’s not the
22:12
click to see
22:14
you know when somebody does a product
22:15
search that adds that you can click and
22:17
serve internally on Amazon this is
22:20
taking Amazon’s targeting data people
22:22
that have searched for a mattress viewed
22:24
mattress has done stuff like that but
22:26
have not purchased on Amazon we can send
22:28
them display ads or ads on their Kindle
22:31
and so they can see that and drive them
22:33
to our site or to our product detail
22:35
page on Amazon and so yes the minimum
22:38
thresholds there are around thirty
22:41
thousand a month you need to be spending
22:42
that’s $1,000 day most businesses if
22:45
you’re doing what you should be are
22:46
probably spending that other places so I
22:48
would recommend definitely testing that
22:51
as an opportunity especially if you’re
22:53
in an e-commerce space very cool I again
22:56
I’m not familiar
22:57
I wasn’t that I Amazon media stuff also
22:59
where’s where do the ads show up then so
23:02
across the network so Amazon first up
23:04
owns like IMDB and a bunch of other
23:07
platforms that people don’t realize that
23:09
they own so you can serve the ads on
23:11
those placements but they’re also
23:13
programmatically buying across the web
23:16
through DSPs but using their targeting
23:19
data and that’s really where the power
23:21
comes in right because targeting like
23:24
it’s the audience that you’re hitting
23:25
right and if you know people are in
23:27
market looking at something and you can
23:30
hit them somewhere else that’s the gold
23:32
right love that do that a super super
23:36
cool idea I think that that whole idea
23:38
as far as the Amazon media side is
23:39
something I’m gonna where you look into
23:41
on our side for sure that’s obviously
23:44
works more for a physical products cuz
23:47
that’s usually people buying on Amazon
23:49
I’m assuming it could be ebooks it could
23:52
be ebooks different stuff like that
23:54
right because if you have people that
23:56
are buying Kindle books you could target
23:58
them to get your ebook potentially or
24:02
software right yeah it may need to be a
24:05
package but if people are looking for
24:06
software and you can do a sass
24:08
subscription it may be worth looking at
24:09
right it just depends on what’s there
24:11
and but if you don’t look you’ll never
24:15
know right and so we are constantly
24:18
looking at different platforms I just
24:20
got off a call this morning with media
24:22
net which is perform media and they’re
24:26
one of the biggest
24:27
um third party companies they actually
24:31
powered for the lung being Yahoo
24:34
contextual side of the business and so
24:38
they’ve kind of broken out a lot of
24:40
former Yahoo people have gone over there
24:42
to perform media where you can on Forbes
24:46
as an example right there’s the little
24:47
related topics suggest when it comes at
24:50
the bottom there when you click on that
24:52
it returns a search results page those
24:55
top results used to be filtered by
24:57
Google or Bing
24:59
now they’re filtered by them as ads and
25:01
then there’s organic content below that
25:03
so there’s some pretty cool like there’s
25:06
new opportunities and we’re always
25:07
exploring something that offers a unique
25:10
place or add either a unique ad unit
25:14
delivery right or unique audience that
25:18
we might not be able to reach somewhere
25:20
else and so we’re always looking for
25:22
unique plays where everybody else isn’t
25:25
playing where we can still reach the
25:27
people that we want but not have to
25:29
compete with everybody else I love that
25:31
idea are you guys doing much on
25:33
Instagram or Pinterest or anything yeah
25:35
we’re running some one Instagram and
25:37
Pinterest obviously instagrams run
25:38
through a space but we’re testing some
25:41
stories stuff there where we do really
25:44
not obviously all of our retargeting and
25:46
stuff passed off like that’s the big
25:48
thing right whenever we’ve gone and
25:51
we’ve started with new platforms like
25:53
when we started with Yahoo Gemini right
25:54
like the first thing we did was we set
25:56
up all of our brand search because we
25:57
can get a cheaper through Yahoo Gemini
25:59
and then I can being in second because
26:01
they’re not having to cut off part of
26:04
the margin right so and we based about
26:05
30% savings you can get it through Yahoo
26:08
Gemini so that but also setting up
26:10
retargeting for native for display ads
26:12
for you know some of those other
26:14
platforms every platform we go into at a
26:16
minimum you should be setting up
26:18
retargeting because you where your
26:21
audiences it doesn’t matter where they
26:23
are if they are your audience you want
26:25
to be there right Oh miss Frances that
26:30
is my one caveat there as long as it’s
26:32
brand safe for your brand yeah I just
26:35
love oh gosh
26:37
seriously right thank you so much as we
26:39
get close to wrapping things up there
26:40
anything else you want to add her
26:41
um no I I just one of the things that I
26:45
said and some people said that it’s a
26:48
little rocket Orion that’s not what I’m
26:50
trying to do but I really want people to
26:52
stop being one-trick ponies I love it
26:55
no I told me if you want a long-term
26:59
viable business first off you need to be
27:01
building a brand it’s something that’s
27:03
distinguishable and second we needed by
27:05
diversifying everything so that you can
27:08
be around long term whether that’s to
27:10
sell to somebody else eventually because
27:13
if you diversify well I think it was on
27:15
your podcast uh not that long ago where
27:18
I was talking about Amazon versus having
27:20
a separate e-commerce store yeah like
27:22
the multiples you could sell if you were
27:24
just on Amazon versus Amazon and your
27:27
own platform right so it’s the same
27:30
thing with everything else the more
27:31
diversified you are the more stable your
27:33
business is you built a foundation
27:35
that’s wider instead of just taller so
27:38
if that makes sense no I love it’s so
27:40
funny because you know a lot of us came
27:42
from the whole direct-response marketing
27:43
days where you know branding was the old
27:46
you know food poop type of stuff on coke
27:47
and all these other guys and we’re
27:49
really starting to see right now with
27:50
the direct response marketing is great
27:52
for the client acquisition but the
27:54
branding is so critical long-term for
27:57
the lifetime value of that customer so
28:00
it’s it’s amazing how you really can
28:02
create a brand out of again I look at
28:04
some of the our inner circle people and
28:06
they really have created their own
28:07
brands I know obviously lady boss is one
28:09
that’s done extremely well but we’re
28:10
seeing Alex promotion and as Jimbo I
28:14
mean it’s just crazy to see the
28:15
different types of people I look at as
28:18
you started again with the direct
28:19
response marketing getting those
28:20
customers and then building that culture
28:22
through that branding aspect man you
28:24
just blow you it just grows like crazy
28:26
exactly and I like that you brought up
28:28
the direct response side right because
28:30
that’s my background I said we get Lycos
28:33
in Adsense account rep right and so like
28:39
I come from that very direct response
28:41
paradigm shift where if it’s not
28:43
trackable I don’t want to do it and as
28:46
you mature I don’t know if it’s me
28:47
maturing or just my understanding of the
28:50
consumer behavior that I would rather
28:54
have
28:55
revenue I couldn’t track then have less
28:58
revenue that I could if that myself man
29:01
that’s awesome
29:02
so an idea I love that for sure that’s a
29:04
great even if you can’t track it but you
29:07
get the cell what the hell doesn’t
29:09
matter right like the day you’ve got
29:11
money in your bank account yes it would
29:13
be great if you could track everybody
29:14
and every person but as an example
29:17
65% of Purple’s funnel upfront is female
29:20
65% male closing that’s because there’s
29:23
a lot of cross relationship stuff
29:24
happening and I don’t know anybody
29:26
that’s developed cross spouse
29:28
attribution yet right thank you so much
29:37
so as I’m sure people who want to get a
29:39
hold of you what’s the best way they’re
29:40
reaching out to you so you can look up
29:42
our Facebook page on stack dads or check
29:45
out our podcast stack the odds show it’s
29:47
on pretty much all of the platforms
29:49
there so thing we’ve got 12 or 13
29:52
episodes up right now but again it’s me
29:54
and my buddy all about advertising some
29:56
of the stuff that we’ve seen over the
29:57
years mistakes that we’ve seen harping
30:00
on things attribution like all of that
30:02
stuff so I love it Brian again so glad
30:05
to have you on thank you so much for all
30:07
you’re doing
30:07
get it guys definitely check out Brian
30:09
his stuff that he’s cutting edge again
30:12
as you meant 50 to $100,000 a day in
30:15
traffic I mean that’s this guy knows
30:17
what he’s talking about so listen his
30:18
podcast Brian thank you so much look for
30:20
talking soon bro talk to you later
30:23
thanks for listening to funnel hacker
30:24
radio podcast if you’d like to be
30:26
notified anytime we release a new
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30:46
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30:48
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30:52
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