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[Music]

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so over lapping now it’s important for

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me to go over this subject as well

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because this is basically the if you

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understand overlapping if you really

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understand this fully you’ll understand

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how we scale carry because it’s very

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important that you that you really know

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what does what is overlapping and not

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just like always two ads or writing

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together that mean it’s overlapping it’s

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more than that so it’s a point that you

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know this so you fully understand when

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we get to the scaling system you’ll know

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what I’m talking about and you won’t be

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on the same page so basically what is

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overlapping okay basically as I said

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it’s in a nutshell it’s basically two

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ads that are targeting the same thing

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okay running alongside each other now

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that’s basically that’s called

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overlapping so if we have like two

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assets right that are targeting let’s

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say the same interest mobile and desktop

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mobile and desktop both of those are

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getting mobile and desktop the same

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interest and they’re overlapping but um

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you can overlap as well if you target a

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look-alike audience one percent and you

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target a different interest you still

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can overlap right why is that okay so if

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if we have for example let’s say we take

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this okay so look like one percent okay

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one percent a cynicism add to cart

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volcanic audience okay for this example

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this is a two million audience now on

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the other side we have a red so I’m just

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going to take the petsmart again let’s

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see we have pets but now this is built

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out of let’s say we have a pet store and

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this look like is built out of out of

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the apps to cart on our pet store now

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because we’re a pet store we’re selling

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pet products all of our people they like

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they like petsmart now if we create a

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look like audience from the people that

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added something to cart we’re basically

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going to take some people out of the

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petsmart interest if you think about it

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because like i said before they look

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like audience this is a completely

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different completely new audience it’s

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an audience builds of all there are

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is that Facebook figure that are really

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relevant to you so let’s say this is

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petsmart okay now the thing is puts on

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well overlap a bit with our look-alike

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audience okay it’s a even for accurate

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because it is a smaller audience or it’s

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not one it’s not two million let’s go

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ahead and do something like this okay

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smaller audience now it probably

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overlaps a bit more okay sometimes you

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can actually check it in your ad manager

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overlapping but you can assume that a

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pet interest if you if you take a look

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like audience people to look like

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audience out of data that you got from a

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different interest so if you had pizza

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known as if you had ads running on

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petsmart then you can assume that they

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look like audience will include that

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right because like I said what does it

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look like audience it finds patterns and

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people behavioral patterns what they

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like demographics yada yada yada so one

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of the patterns that I’ve found is that

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these people they are they a lot of them

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like petsmart so it will find more

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people as well that’s like petsmart and

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other things but some of it will intense

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mine so it is petsmart where 1.5 million

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now even if you have an ad running on

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the look like that to cart and then you

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have an ad running on petsmart okay

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alongside each other you’re still gonna

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overlap okay this thing you can overlap

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on them because they have a small

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segment of them have the same people so

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even this is considered overlapping

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right so that’s why it’s not only about

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having a same exact add on the same

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person and the same audience it’s about

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other audiences have have audiences

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inside them as well that’s why every

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time you target something like this it’s

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a point to exclude one of them from the

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other okay only one of them for the

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other guys from that both of them why is

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that because if you if we exclude if we

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exclude one of them okay if we go ahead

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and I exclude it’s a um it’s sad i have

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an ad running to petsmart ready that i

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have an ad running to the look like

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audience or two cards and on the ads

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running is it look like a to cart 0

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clinics

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petsmart what’s going to happen there

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it’s basically going to target this

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whole thing right I’m gonna target this

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justifying it this time get this whole

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thing here right and then after I which

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is targeting this whole thing but if I

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exclude petsmart if I excuse re to look

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like audience from petsmart as well I’m

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going to target this and then i’ll be

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missing out on this section if that

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makes sense because the forever

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excluding each other from each other

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then these people that like that rnr

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look like an audience at to cart and

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that are in that phone won’t reach them

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and we want to reach them we just don’t

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want both of the ads to reach them

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that’s the only one of them we’re going

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to exclude so that’s how you really

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really like them that’s how you really

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separate overlapping now to for you to

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really fully understand overlapping

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because the thing is is that Facebook

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have I’ve already said that even if you

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have ads running on the same like even

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if you have ads running that are

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overlapping if it’s underneath your own

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at account then they’ll try to make sure

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that they don’t overlap okay facebook

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said that but still it’s not one hundred

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percent certain sum one hundred percent

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your ads won’t overlap and other than

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that facebook as well said that you’d

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rather have one ad running at one

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hundred dollars than 10 ads running at

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ten dollars on the same audience so it’s

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always better to have one ad running on

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a high budget and having a lot of ads

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running alongside each other that’s why

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every ad that we scale does not overlap

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okay so every other we skilled is not

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over lap if we have an ad running to

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mobile we’ll have another adam running

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to desktop okay if we headed out are not

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running to look like audience one

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percent and we scale to look alike

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audience two percent we’re going to

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exclude the one percent and if we have

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an ad running to look like three first

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and we’re going to exclude the two

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person and the one percent okay so it’s

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important to understand that we always

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want to make sure not over laughing now

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if by not overlapping we basically can

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saturate an audience in the most

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efficient way so let’s say we have an

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audience here okay so let’s say this is

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again a look-alike audience one percent

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and two cards okay now this look like

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aliens 02 Curtis 2 million now how do we

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basically statue how do we really suck

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out all of these people from this

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audience so we have a lot of different

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types of that after all right so we have

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am I’m oppe right level clicks to

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website a video views by the website

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conversion ad for purchase we have a

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website conversion ad for f2 cards by

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the website conversion ad for view

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content and so on ok now how do we

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basically really work this whole

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audience without without without really

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we know just like having too many ads

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running at the same time because we

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rather we want to really get all the

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people that were all eventually buy from

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us without having our ads running

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alongside each other because if we have

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or if we have ads running alongside each

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other will have something like this will

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happen so we have like something like

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this one ad would be like this another

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ad might be like this and then another

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one might be like like like this right

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and then like everything is basically

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overlapping each other and that’s not

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really efficient what we want as we want

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to have as minimal as possible

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overlapping we will have overlapping we

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will always have overlapping but very

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very minimal ok this way we can really

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really um saturate the whole audience

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really efficiently so like what i showed

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you before we don’t want it to be like

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that we wanted to be more like this and

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then like this there may be like this

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right you see how like there’s a lot

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less overlapping we’re like trying to

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touch different segments ok

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how do we do that I’ll show you now so

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the way to do that is basically like I

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said before a purchase and an Add to

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Cart are usually really similar they all

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usually target very similar people

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especially if the add to cart is not too

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far away from the purchase especially if

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like there’s not a big difference

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between the amount of apps across your

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purchase so if there’s three outs to

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cart and every three outs two colors of

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purchase these two will try to get

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pretty much really really similar people

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so that’s why these two will usually

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never run alongside each other to the

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same audience but a view content might

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run alongside either a purchaser and add

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to cart okay ap PE is basically will

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target a different type of segment than

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the website conversions will target

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because this is our target engages so if

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we go with this too many audience okay

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with this too many now look alike

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audience let’s say we we have we have so

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we have this website conversion out to

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car rides and we have the say we have

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the cpe okay so we start with a PPE and

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we started we sent out the webster

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conversion add to cart as well because

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of you know would like to start off with

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like a PPE and a website conversion if

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we have data also conversion either add

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to cart or purchase okay sometimes just

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sometimes this now after winning these

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two now these two as well they have

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mobile and desktop right so if we go

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ahead and we try get let’s say there was

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a conversion add to cart it will target

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this whole segment okay right this is

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the oddity this is mobile and then if we

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want to have to a desktop it will it

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will go ahead and try get this segment

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okay which is on desktop now why is it

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overlapping because eventually every

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person that is every person that is that

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is a mobile percentage of them is on

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desktop as well so if we have two ads

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running 12 mobile one to desktop you

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might see that

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basically the ads shown the person

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appears our mobile might see they get on

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this computer on its desktop but that’s

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nothing we can do about that it’s okay

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that little over that it’s not going to

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kill us so we have 12 mobile one for

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desktop right so this alone is already

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because we split from mobile to desktop

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this alone is already training a big

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segment right now ippe you will target a

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whole different segments now the pp

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doesn’t always work but when it does

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it’s basically your try getting a

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different segment so if we go ahead and

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run a PPE it might go ahead and target

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this whole area okay this whole thing

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and again if we split it to mobile and

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desktop right we might have liked

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something like this can it say so if

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that if you understand so this is let’s

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say this is the mobile right and then

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this here is the desktop and again I

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believe it over that right so mobile

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then desktop okay if that makes sense

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because by splitting the placements

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we’re getting more out of the audience

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now what happens if you combine okay

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what happens if you combine placements

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the thing is that when you combine

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placements is that Facebook was just

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optimize on one of them Eugenie and give

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that most of the reach okay you remember

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when we talked about if you break it

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down and add it automatically optimizes

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on a specific metric at a specific

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demographic placement gender country and

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so on and then it just shows your ad

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mostly to that to that aspect of that

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demographic or placement so we can’t

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fully target both of them if we don’t

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target both of them separately if we if

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we have an asset both of them what

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happens is that the asset will just show

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you add mostly to one of them and you

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connect one of them so so we can really

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fully show our ad to most people we have

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to have two separate ads and every

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placement okay now at this point we

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might wanna we have this whole signal as

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well right now this segment might be

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this view content here

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okay so the few content might be this

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whole thing okay something like this can

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again mobile and desktop if we split

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that we have a bit more now we still

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have more still missing a bit of the

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audience because again this is this is a

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different estimates neidentificate in

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this two million audience but you

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understand the point this has required

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to will target this segment the PPE will

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target this segment the view content

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will target this segment again purchase

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might work target probably something

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really similar here because it’s very

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similar to the add to cart unless unless

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unless unless there’s a big difference

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between the purchase on the Add to Cart

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okay don’t forget that so that’s how it

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works with the with the overlapping and

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the separation we try to make have at

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the least amount of overlapping how do

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we do that by opening a by having an ad

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targeted on mobile having an ad targeted

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on desktop and every time we target a

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different every time we target it with a

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different company objective it’s very

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different than the other objective so we

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won’t have to website we won’t have a

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purchase on that to cart running

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alongside each other we won’t have a we

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will have sorry and you content and

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maybe a purchase an identical running

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alongside each other because of your

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content is really different than the

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purchase on the add to cart it’s really

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different from it PPS read is different

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than everything here so that’s why this

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targets the whole different segments

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that’s what we try to really touch on

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every single person in the audience okay

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so this is this is how we basically

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avoid overlapping and like I said every

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time we try to get audiences we try to

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triton to exclude an audience that we’re

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already targeting so if this is out

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taking out of our ads two cards of

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people that bought our products would

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say it’s a pet store and our original

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ads were targeted on petsmart and

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they’re still running on petsmart we

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want to exclude petsmart okay because

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like i said this whole circle here might

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be petsmart and we have an ad running on

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this circle so if we have are not

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running on this circle we have as

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running here what’s going on here so

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we’re laughing why we don’t want that