00:00:00 Okay. Okay. Eh, just William verse. Some people did join in. Oh, Hey Adrian. Hey Krista. How’s everybody doing? Happy Friday. This is like my last big, like, I, every Friday’s like a marathon for me, where pretty much from like right when I wake up my day starts to have, I have calls that go straight through to this one.
00:00:53 So this is like, my finish line is like getting to this. And then my work day starts after this. I get all my work done. I need to get done for the day. Cause 10 day I still own a marketing agency. So, but I do another coaching call on Friday mornings. And then I have a budget. I have a,
00:01:11 we have our Sawtooth team call and then I have a few like one-on-one calls. So we, we make everyday I get to this call. It’s like puts me in a good mood. Cause it’s kind of like the end of my, my marathon. They feel welcome. Welcome. See if we get a couple more people in, I did a couple of questions,
00:01:32 but they, I don’t think they’re in the call yet. So I’ll probably give it another minute. And then I’m going to probably jump into those, knock those out. In case those people rewatch this and I provide any insight or answers to the questions that were pre-submitted. And from there, what we can do is jump into kind of like hot seats.
00:01:55 So if anyone on the call right now has any specific questions, they want to work with me one-on-one or wants me to look at anything, their account and help them with anything they’re running right now in Facebook ads or Facebook in general or shop, I could try, but whatever, anything digital marketing related, if you had questions or needed help, we can kind of go into those to those one on ones I can bring you on and we can screen share if there’s anything you need.
00:02:21 So, all right, so I’m going to start with some pre-submitted questions. We’ll just knock those out and then we will jump in. So first one I have since last week would be we have one from Adrian. It looks like you are on the call, Adrian. So I would love to help you out. You said I’m currently running Facebook ads.
00:02:49 Aren’t converting. If you need some help for review, the current status of my ads is you actually is. I can approve them. All right, I got your website. I’m gonna bring that up and then I’m gonna bring you on. And if you want to screen share, we can go through the ads and see what we can come up with.
00:03:17 Hey, how you doing? Okay. Can you hear me now? I got you. Cool. Okay. So yeah, could definitely use, use your help. Let me give you some more data on where I’m at. So I hired an agency. We’ve been at it for a little over a month and you know, so I’ve, I bought as much data as I feel that is necessary at this point for about a month and nothing’s really hit.
00:03:46 So I was just hoping you could take a look at where we’re at, maybe offer some suggestions on some angles or copy or, you know, Let’s do it. What do I need to do on my end here? If you look at the bottom of the share screen button, you click that and then you can just select your, your browser or,
00:04:08 or whichever window’s going to work. Yep. Cool. There we are we cool? So this is the account. Yep. Awesome. And so we have one campaign. Yeah, Because this is the prospecting one top of funnel. So that’s where we’re at. Cool. So let’s, let’s change the day. Let’s look at all the data May 10th, 20, 20, 21.
00:04:35 And just change that to maximum should be like, there it is. Yep. Cool. Awesome. And it doesn’t look okay. And then if we want to scroll a bit to the right on this window so we can just see some more data. Cool. And then if you do me a favor and just say right above where your mouse is, it says columns performance.
00:04:56 If you clicked there and then change it to performance and clicks, it’s like right in the middle of the menu right there. Yes. We’re really good at that column. So this is like the default column always look at when I’m judging performance, is this performance in clicks. And then I want to look at as much data as possible usually. So we spent about $7,000 here.
00:05:13 It doesn’t look like we got any, any results, which is, which is a bummer for sure. Yeah. Let’s go. Let’s keep scrolling over a little bit and let’s look at a few conversions a few days. So CPMs are a little bit high. I see. Like I’d like to see e-comm stuff be lower than that. So that’s something we’ll look into.
00:05:33 Let’s keep scroll a little bit more. Our cost per click is super high and it’s because this click through rate is like pretty much the most important metric we have right now. This link click through rate. That’s the percentage of people who see the ad and actually go to Shopify and actually be the product. So it’s just super low, like 0.4, 7% is,
00:05:53 is we need to probably be, especially with these CPMs, we probably have to be over 1%, 1.5% to probably get that cost per click, to even be something manageable. But even then it says we’ve had 270 collects total and we still haven’t gotten a sale. But the, the main re issue you’re having is you spent $7,000 and your, because you were paying $6 per click,
00:06:18 we only got 270 people to the store. We need to get that CPM down as well as get that cost per flicked down so that we can get more traffic. And then that will make it work. So the link click-through rate is really an indicative metric of just how the ads people are responding to the ads. So when my, I really do not focus on anything else until I can get this click through rate above 1% in even higher than 1% of I can.
00:06:44 So let’s go look at the ad sets we have running in here. So if you can click in to the campaign, we can see kind of what type of campaigns we’re running. So it looks like we spent honestly was very interesting as our broad campaign had a ha really high CPM compared to our interest based campaign, which is really interesting, our interests one,
00:07:04 it looks like they brought in about the most equal amount of clicks, but the interest base campaign had way more impressions. So if I had to guess, we could look at the click-through rates specifically of these as well. If we scroll to the right little bit so we can see, you know, we’re doing a little bit better broad than we are from the interest base for whatever reason,
00:07:26 but at the end of the day, it’s still pretty much the same. You can see the cost looks pretty sane. So let’s go look at the ads. Well, first let’s click edit your broad, your broad ad set, just so I can look at some targeting. If you can click that edit button that’s right underneath it. Yeah. Right there.
00:07:43 Cool. And we can keep scrolling down a little bit purchase event. We have keep going broad. We’re doing okay, just United States and we’re doing 18 to 40 men and nothing else. So this is just, this is super, super broad, but it makes sense. Cool. So let’s look at the interspace ones as well. So let’s, if you look see that you can click that and then we’ll just take us right to the other one.
00:08:09 That should be great. So interests are look like they are people who are interested in business. I would say that the style kind of, of the merchandise. Yeah. So it’s like a convergence of like business related concepts and art. I’m just trying to merge my passions together to art, fashion business, that kind of thing. Yeah. So when they’re honing in a little bit by,
00:08:39 you know, talking to these, like Gary Vaynerchuk grant Cardone, the motivational speakers and those types of interests, Joe Rogan, I totally get it. It’s like that demographic. So I would say if, if I had an idea, I would probably test a few different other interests ad groups, not just like, this is one, but another one could be maybe some like specific types of brands.
00:09:03 Like maybe like brands like Tesla, and maybe think about the types of brands these people consume. It’s not just going to be necessarily influencers, but like what types of brands does your typical consumer can consume? What type of places do they shop? It’s not always about specifically who they are. Sometimes I focus on where they are. So a great example of this is I have a client that is selling a weight loss supplement.
00:09:28 And anytime I was targeting interests that had to do with weight loss, I tell the story a lot. It was, it was doing okay. It was kind of struggling. I would target things like weight Watchers, and I would target things like Jenny Craig, and I would take target different interests and maybe gyms, things like that. But when I thought about where the people were,
00:09:48 and it may not make sense to do this, but it’s, sometimes it works. What I did was the opposite. And I started targeting fast food restaurants, because the way I think is people who probably want to lose weight. If you’ve gone out of way, your way to show interest in like liking the Popeye’s fried chicken page on Facebook, chances are,
00:10:08 you’re probably someone who would be interested in a weight loss product, because in general, like that’s just seems to be with the demo, the demographic of that. And those are the types of people who buy weight, loss, supplements, trying to fix this problem. Everyone wants to lose weight. I don’t care if you know what I mean, every down that’s so like they’re everywhere,
00:10:24 but like, think about where they are. So if you could think about this demographic, what types of brands or places they eat, or brands that they shop or, or cars or any type of, I think that goes to that. So when I think of this, it could be like things like Forbes magazine could be things that they read or maybe different types of interests based around cryptocurrencies or investments.
00:10:46 There’s an, there’s a category called a Motley fool, which works really well. It’s like a pretty big interest group you can use. So, so maybe like this one’s about influencers, maybe another industry group that’s based around maybe brands or something else, like some other type of, of targeting where you think those people are interesting. Another batch here of just street wear brands.
00:11:11 Essentially what I would probably do is, you know, have some streetwear brands also as like maybe another test those out separately and just see which ones work better. Right? Maybe this combination will work. But so far we found this combination of people isn’t working clearly so far. So maybe we break those out and we see like, Hey, we’re getting a higher click through rate from,
00:11:34 is it the influencers or the clothing brands or the premium style brands. Okay. Let’s, let’s focus more there, but really a lot of these targeting. And I just was curious so that we had a place to baseline to talk about, but a lot of these don’t matter as much until we fix the underlying problem, which is the click through rate.
00:11:53 So if we can fix the click-through rate for this, then a lot of these audiences may start converting as well. So let’s go look specifically at the ads now. So you can do either one of them either. Probably if I had to guess they’re probably identical. Yeah. So cool. So I could use some, some support on the creative angles,
00:12:17 maybe some copies, some headlines, maybe more of an emphasis on video. So, I mean, yeah, I could just use some insight there With this, with these style. What I would say is you’re going to be able to like, like video will work, should work great, but static images should work too. It’s really talking about like,
00:12:39 just really displaying the product. And if the product is the main focus of it, then that’s, that’s the, the best thing we could do. So what we have to do is, in my opinion, the biggest thing we can do in the short term is identify a potential hero skew. Like what’s the one shirt, that’s the number one best seller.
00:13:01 And let’s only advertise that shirt and figure out the best way that we can get that shirt sold. And then we can focus on the next shirt or the next year, because guess what? When they get to the store, maybe they’ll buy multiple things. But like, let’s say I see three shirt designs right here. Maybe we could focus on an ads that just sells the one shirt.
00:13:19 And then when they click the ad, they get taken to that one shirt and then we can build a remarketing strategy down the line to try to cross sell all those people who have bought something to buy something else. And then that’s where the real profits starts coming in. Right. If we can figure out to sell one hero skew at a break, even then we can scale customers.
00:13:37 And those customers will buy multiple, multiple products over time, especially with something like apparel. So that that’s what I would really focused on is right now, if you scroll down, basically what they’ve done is they put all the creative into a dynamic ad, which is really a way to just like kind of test, but it’s not necessarily what I would use if I was trying to actual focus on,
00:13:59 on sales. Right. Cause when I look at the creative, it definitely looks great. However, it doesn’t necessarily seem like it’s a hundred percent. The t-shirt is the main focus of the creative. Some in some of these, some of them, yes. So let’s keep scrolling down. Cool. Cool. I think a lot of these look, look really great.
00:14:23 Another ad type sets. So I would say it’s probably better to start honing in on creative and honing in on advertising ads for each specific skew. So like the red shirt, the blue shirt, this, this kind of grayish one focused on that. And when we market the shirt, like we can talk about if there was something unique about this shirt specifically that is different than other shirts,
00:14:48 the other shirts that you sell that way as specific marketing messaging. And then I would probably get away from using dynamic ads and probably start really breaking this out. One thing I do want to look at is if we X out of this, just click that X in the top left. Yep. That one, I want to see where it says breakdown right in the middle of the window.
00:15:16 Yup. I want you to click that and go to by dynamic creative element and then go to image, video or slideshow. So basically what this is going to do is going to give us all the data for each individual creative that was in that dynamic. So normally what I do here, this is where I start. I started thinking about which one of these has the most amount of reach,
00:15:37 which is how many people saw that creative and how, what the click through rate was for that creative. So if we look clearly Facebook determined that this image where this red shirt, if you click that link right there, you can actually, you should be able to just click that. It’s not that one though, for some reason, the data just wigged out as soon as we went there.
00:15:56 So let’s go back and find the one that has 10,000 and we’ll click we’ll click that one. So yeah, it’s right there. That one. So it’s the Facebook is for whatever reason, determined that this is the best style created. Why? Because it really focuses on the shirt, right? Like it’s slapping you overhead. We’re selling you a t-shirt it’s the other ones just kind of looked like he could just be just like a person,
00:16:20 but this one’s really, especially this top right image. It’s really focused on the shirt. Yeah. Like the model, the model is perfect for that, for the brand. But like, you can really tell it’s about that. And so if you’re really highlighting the product in the, in the creative, that’s going to go a long way. So let’s go look at ads manager and see this specific creative,
00:16:38 if it had a good click through rate. So if we scroll a little bit more with the right, we’re going to go to that same, we can see those same metrics for the same that we were looking at for everything else. So keep going, we’re going to look for that link. Click through rate. Yeah. Keep going. We’re gonna keep going right here so we can see the click-through rates based on the creative.
00:17:13 And some of these are like super, super low, right. So we can see that like this one as a point to one, like if we click that one, we can probably see it’s not as necessarily over the top focus on the product. The product is a little bit further in the distance. It kind of blends in with all the background,
00:17:31 everything. If you look at that to create a versus the other one we have up right now, it’s just like night and day. So when you start thinking about creative, like this is probably the direction you should go in, right? For all the shirts, seeing if you can get things like this for everything, and then maybe have a few different variations of those for each product.
00:17:49 And then maybe we figure out ads specifically just selling the corporate bullies shirt and that is just selling the other shirt. And that’s probably the best strategy to go so that we can really start making progress. But that’s kind of how I look at it is that look at that link, click through rate. And really just to be completely honest, we probably have to get it closer to 1%.
00:18:07 1.5%. The last thing I would say is another great strategy for a store like yours is actually carousel ads. And I’m sure you’ve seen those a hundred times, but basically would like if you’re selling something like shirts, you can have an ad that puts each individual shirt design and you don’t even necessarily as like a, the best creative for each shirt design and they’re all right there and they can kind of scroll through them and you can have a little write-up for each individual design.
00:18:40 Those work really, really good for e-commerce stores. Cause it allows people to see the different designs, all in one ad where even this dynamic ad is only showing one of these images at a time. So maybe this person is into the style of shirt, but maybe we should show them a creative that they just didn’t connect with. Maybe they’re into this style of shirt,
00:19:01 but maybe they, we showed them a shirt that they would have bought in the red shirt, but we showed them the blue shirt or the gray shirt. He said, for example. So when we start really honing that in, we’re going to be able to make a lot, a lot more progress, but we do see kind of some of these creatives that have those higher click-through rates,
00:19:17 I would definitely start there and start seeing if there’s a correlation between the style of creatives that get the higher click through rates and then go definitely that direction. Okay. Now I have another photo shoot slash video shoot scheduled for some new products, any pointers tips. So have you ever been to the, have you ever been to the Facebook ad library? Yeah.
00:19:43 Okay, cool. So I usually, I usually go there a lot just to be able to think of inspirations based on my competitors. What ads are they running? And if you know a company in your niche is like a company that you would consider yourself similar to, or a competitor of, I would really hone in on what they’re doing and do creative styles like that.
00:20:07 And then would also be honing in on what they’re doing general. Like what’s their ad copy. What’s everything. So there’s one that I like that I think would probably work for your brand. Let me, let me see here. Yeah. I have been making a swipe file of different competitors, et cetera. I’ve followed them on purpose so they can move.
00:20:29 Target means Definitely this, these guys, these guys have it figured out they’re called, I’m sure you’ve heard them. They’re called culture Kings. But yeah, that, I would say this ad library would be a place to look at for creative. Like even if you tell your photographer, like, Hey, this is the type of stuff we’re going after.
00:20:49 I’ll share my screen so that, so that I can show some examples here. So if we look here, we can see like, I like this style creative, right? Because it kind of like pops out at you as the products. It’s a really cool color scheme. It has like almost an outfit almost built, but it’s really like talking about an offer to like use welcome code 20.
00:21:12 That works really good. So we have a video format. One thing to note is like a video format is this like this tall style, right. Something as simple as this, it’s pretty cool. Like creative style, like definitely like gets your attention, right? These are the carousel ads right here. So if we notice you don’t even see the person it’s just product and a color that is really eye appealing and then people will be able to go through and see the product.
00:21:40 And I definitely think putting a, blowing it out and putting a solid color in the background helps a ton, just draw your eye to the product. And if you have a contrast in color that looks really well, looks good together, then that will work really well. Based on the shirt, you can see some more examples here and then they always are talking about the specific product.
00:21:59 So like these products are specifically about like a cowboy bebop line. They just dropped this Anamika so like that, right. They just are talking specifically about this specific product. So it’s not saying like, get all the best shirts from culture Kings. It’s like, no, this is these, these are our cowboy bebop shirts or whatever. So you could say like,
00:22:19 you know, a cool kid, little catch line right here to talk about your specific line, whether it’s like whatever the brand messages is for you here. They did like a Christmas, some Christmas out creative. It looks like they probably aren’t running this anymore, but they did a that’s pretty cool stuff like this stuff that is really vibrant colors works really well.
00:22:41 Anytime we can have bright colors to pop off, this is a cool way to just use all the photos you might have already had, you know, as a piece of video creative with some music behind it, show your logo at the end. Like you already have a lot of these assets right here. And it’s just kind of like a quick slideshow.
00:22:59 Yeah. I made, I made one video and last week it was getting the most clicks. Yeah, exactly. So I would say like, you know, these guys are doing are really, really killing it and they actually have, they charge a lot for all their stuff too. They’re definitely like a more premium brand. Like what are these shirts?
00:23:16 It’s probably like 40 or 50 bucks. So definitely look at what they’re doing. And I think you’ll looking at like, these inspirations will take you a long way and then just, yeah. Now, you know, kind of what metrics you should be looking for when you’re judging performance and there should be a great, great push forward. Awesome. Awesome.
00:23:33 So I’ve got a solid foundation to build off of. Definitely, definitely. You definitely bought enough data to know that, Hey, we got focus on that creative, that messaging, the unique selling propositions of products, figure out the heroes to you of which products we think are going to sell those and figure out how to sell that one product. And if we are going to show multiple products,
00:23:52 probably that carousel ad, as we saw them, they had a ton of carousel ads that all looked fucking awesome. They look really clean, popped off the screen. The products look great. So really focused on that. Sounds like a pain problem. Absolutely. Let’s do this. Okay. Okay. So let’s see. I think we had another question submitted.
00:24:21 We have a question from Michael, so, okay. Michael says you’ve been getting this event that says this event hasn’t been prioritized for iOS 14.5, that you can relatively ignore in the short term. Everyone’s going to get that. We are going to want to set up your, your events eventually and, and, and verify the domain and whatnot, but you should be able to,
00:24:47 I get this error even myself. So you should be able to start, start running ads, you know, with, with that alert, it’s just letting us know this iOS 14.5 is a, a big thing. All of us are dealing with in the marketing industry and Facebook doesn’t have a solution for it yet. So they just kind of give you a warning that not necessarily you have the a hundred percent focused on,
00:25:10 but when you start running the ads and it actually gets that you can ignore that, that specific alert you can ignore. We can, double-check what events are firing. And if it’s working or not, once we start getting some traffic is kind of like, you have to kinda get it live and then see what’s happening. And then kind of see, okay,
00:25:28 we should fix this. This could be improved on this could be sorted. Is there actually a problem or an error because Facebook gives us so many random errors every day that you can probably ignore, but they just, it’s just part of their system. So cool. If you don’t want to display all your products, that’s totally fine. You’ll just have to use like specific creative for the actual product.
00:25:59 Yeah. So what I would do is probably run a carousel ad. A carousel ad allows you to pick and choose not necessarily which products, but you, you can pick and choose what products, but basically what you’ll do is each flight in the carousel, you upload your own image. So you upload the best image, displaying that product. You have,
00:26:19 you are a little description about the product and for that URL, for that specific slide, you take the Shopify URL that goes to that product and you paste that right there and that URL. And then, then you go to the next slide, do the same process with the next product, add in the final URL from the store of that bestseller. So if you have five bestsellers,
00:26:37 you could actually manually make a carousel ad showing off each one of those five products. And each one of those products, you just have to paste in the link from the Shopify store to that product. And then you just upload the creative yourself. So upload the image of the product yourself. And it’s like, kind of like you’re making your own carousel ad instead of relying on the display,
00:27:01 the display, you know, the, the dynamic, I should say, the dynamic ads that dish will show all your products. Cool. Cool. Yeah. I can show you real quick. Okay. Okay. Let me get back to, yeah, well, can jump into that whole Michael real quick. Then we can jump into that. Hey man,
00:27:46 how you doing? Good. Doing good, man. Happy Friday. Same to you, man. I just want to get this, this set up so I can Sure. So let’s, let’s bring up your ad account for me and I can show you a quick, quick, quick how to do a carousel that, Whereas this year, where’s this year video,
00:28:15 It’s in the bottom of the zoom window. It’s like a green share screen button On a more Cool. This is where I was getting that, that error. Yeah. It’s okay. Do we getting, we kinda need to get like some type of data going so we could do that. W we can, we can go back and retroactively, you know,
00:28:45 figure this out the events out, but cool. Let’s, let’s go to this specific new conversions ad. So if you scroll down at the bottom level of that, the new conversions ad right there, right underneath there. Oh, yep. That one. Yep. Cool. So this is the actual ad. So we always like to add a name so we could say this like a carousel ad.
00:29:13 So that way we know that if we have multiple ads, we’ll know that this is our carousel ad. So if you highlight that name or is this new conversions ad, we can rename it, whatever we want. We can say like, you know, muscle mountain version one, not muscle mountain B one or something. I always just like that. Something of a naming convention so that if I ever run multiple ads,
00:29:31 I know kinda what’s what’s whatever makes the most sense to me. Cool. Sweet. So if we keep scrolling down and we see where it says dynamic formats and creative, you can check that off. Cool. Yep. And then now it’s going to let us make a carousel ad. So we already have it selected as carousel, which is awesome. So if it keeps scrolling down,
00:30:01 we can switch that to media and say manually choose images and videos and links. Yup. Sweet. So basically this is where we would show, show up. So if you scroll down a little bit more, we would need a headline, a description, a URL, and image. So if you look at the, where the preview is showing the ad,
00:30:25 you can see there’s like a big white square right there in that preview, right under where it says maximum muscles, stone, mountain shared a link. There’s a square that would be product one. And then we’d be able to toggle over to product two and three and four. So we got to start with product one. So what we would do is we would click select image and we may not have the image for the first product you want to do,
00:30:48 but we can, we can work around it. So we click select image. And this is basically just going to bring in the images that the account has access to. So it may be stuff that you’ve posted on your Facebook page, maybe stuff you posted on your Instagram page or whatnot, but this is just creative. It has access to, but let’s say we want to do a very specific product.
00:31:10 Like hypothetically, see that one that says fitness tip, or maybe one of the ones that has like a bottle. Yeah. Let’s hypothetically say we wanted to use that. We don’t actually have to use that, but you can click that and click continue. So I Bethenny sickly. You can see now boom, in the bottom and the bottom, right.
00:31:28 We have our first product populated. So now what we would do is we’d go to Shopify and we would get hypothetically, we would get to the link that just to this product, let’s say, this is like whey protein. You’d paste that in there. And then right here, you’d write a headline and a short description of the product, which, which you can,
00:31:46 you know, put whatever you want. As far as like marketing material goes, there is like, kind of like a character limit. But other than that, you would be good to go. You would just want to fill up those three sections and then you would scroll down a little bit more once you finish this one and you could click that second one.
00:32:04 Yup. And the third one, and you can add more as well. Let’s say you wanted five best-sellers you got five slides. And once you have all five of those done, then the ad would be ready to go. And that would be like a carousel ad where you can show off those five different products. If you scroll down a little bit more,
00:32:22 there’s also a section right here with primary texts. So type in just a, a random, a few random words, it really doesn’t matter. You can just type in the name of the company, for example, here’s where you’d want to put like a little bit of a description of who you guys are and what you do, or some type of marketing messaging.
00:32:39 So you could say max muscle smoke, stone, mountain premium fitness supplements. You could look at any type of, of ads, your competitors run, and you can see where this is populating right here. So if you scroll down a little bit, you can see, we are your sports, nutrition, headquarters is showing up right above your carousel ad.
00:33:02 So you’d have all the products shown up here. And then you would have that. We, our sports nutrition headquarters is the primary tax. So you can write as much as you want, really right there. And then at the very bottom destination, that’s where you could just put your home site, your homepage to the Shopify store. So they click that link.
00:33:20 Then they’ll go to the homepage. But if they click any of the Android products, they’ll go to the page for that product. Is there a best practice for this? Would you recommend doing just a few products or would you now it limits the amount, Say focus on selling your best sellers. First, if it’s the most desired product you offer, then I would focus on marketing and selling those.
00:33:48 And then once you start figuring that out, you’ll be able to copy and paste it to other products. However, it’s going to be always easier to sell your best product first, your most desired product first. So when you figure out the right creative, the right ad style, the right messaging, which all you can do is test to figure that stuff out.
00:34:05 But let’s say you figured out, you’re like, wow. I figured out how to sell our whey protein product. It’s this style images with this style messages and this style headline, it’ll be so much easier to go sell a BCAA product when you’re able to already know what’s kind of going to work. So I always like to start with just like, what’s the hero skew?
00:34:22 What’s the easiest things to sell. Maybe we put just three or four bestsellers in here. That way they’re able to pick what they want. But at the same time, we can also do ads that are just selling whey protein or just selling a specific supplement. If we want it to What on this is telling them only to do the five or whatever amount of,
00:34:42 of products You’re in control of that. Because if I didn’t do anything, they would, they would just shoot out. Yeah. This ad wouldn’t be, this ad specifically has to be manually completed by you before you’ll be allowed to publish it. So we have to like populate it with everything. I think the minimum it says right here is three carousels,
00:35:04 right? Three of those sections, but you could go up, you could do more. I think you can go up to 10. Okay. Okay. So with 10 B too, I mean, I know I just do my best sellers. It would probably be around 10 or, yeah, That’s fine. And the great thing is, is it kind of like optimizes too?
00:35:23 And if it starts seeing people clicking one of the carousels very often, it will start moving that carousel to the first position and then we’ll start. Oh, would you recommend, as far as the images, just specifically the product picture or would it be product picture with the, with an image? Like for instance, what we see right there with the guy,
00:35:48 you know, picking up the Exactly. I would say either will work, whatever it looks the most is the most ICAP. Like I think these look really good. I think these could work. I also have seen tons of carousels work with just the, the product. Let me grab an example of that. Let’s see if I can find one. Let’s do maybe this one,
00:36:43 Where would this be be shown At? I’ll show you real I’ll show you real quick right now once I just figure out a exam. Okay, cool. So I’m going to, I, I shared the, the link earlier. It’s the Facebook ad library, but this is a great resource is probably one of the best resources you’ll have. So here is where you can type in brand names and competitors.
00:37:13 So like there’s this company called ghosts. They make supplements, but their creative is awesome. This is why I always use them for supplement companies because the product labels look great and everything, but also like just the look of it and the colors and everything like pops off the screen. So whenever someone’s talking about any type of supplement company, this may not be like your demographic,
00:37:32 your demographic may be more focused on performance or something like that. But these guys, I just really love the creatives. They have, they’re not running any carousel ads so we can try like a GNC, for example, like obviously they sell us a ton of supplements and they are doing individual product stuff, but here is carousel ad, right? So they’re doing the product,
00:37:56 but they have this cool kind of graphic behind it. And it’s just the product. And they have a little writeup, which it says kind of like live healthier. But this is just, I think something like my multivitamins and some products that they have. So they have four carousels in this one right here, here, is there one for whey protein there is using basically the same background.
00:38:18 So what I always say is, Hey, if this is what they’re using and it looks like they’re using it a lot, it means it’s probably working for them. So I would say like, who am I to say, like, I’m better than this, you know, multimillion dollar company, the greatest form of flattery is just copying them. So look into what they’re seeing,
00:38:34 looking and what their messaging is. They’re not really talking about themselves, not talking about how great GMC is. They’re really focusing on either the person, the problem the person’s having, or they’re really talking about like new year’s resolutions. They’re talking about whatever the problem is that the product kind of solved. It’s really product focused, but you can do something like this and just kind of,
00:38:56 you know, have a cool background behind your top selling images is another one for like whey proteins and stuff for your stay, committed to your resolution with great flavors of protein and workout. But you know, this is kind of bland, but whatever it’s GNC, they’re kind of a bland company. What collections? Yeah. Now I’m looking at this. So I would probably be definitely more advantageous.
00:39:26 Not, not really it. Maybe if I did like a collection, like amino acids or protein. Yup. You could do that. Or if you do have just like four bestsellers, I’ve seen it work. I’ve seen people doing like this where right. This is just whey protein and they’re showing off the different flavors they have, you know, they have fin men and they have like these girls scout cookie flavors.
00:39:49 So they’re starting out by sell, showing those. And then they’re showing off like a pre-workout. So they are doing kind of both, you know, it’s, they’re probably just doing their best sellers to be Honest. Okay. I’ll do that. Yup. Yup. Cool. Well, hopefully that helps you get to the next to the next Facebook ad library.
00:40:10 Everybody guys. Yeah. You, you were about to show me where, where I would go. Yeah. I just pasted the link there. And now you know, that you can build these carousel ads at that right. Where we were, we were on our way. We just would have to make each one of these old carousels for each product,
00:40:31 figure out the image we wanted to use and come up with some, some writeup for, for, for it a little bit. And then you realistically could start getting some traffic to that. And then we can see what the click through rates are like. And we can kind of see where we’re at and kind of what the next, you know, idea of what’s the next improvement we can make.
00:40:50 Once we get some live, Is this a learning thing? As far as doing it, if I do a, make a campaign, do a budget, I would have to leave it alone because the it’s the platform is learning or The way I always like to think about it is, you know, you can think about it as learning. It does machine learn,
00:41:14 but I always also think about it as like buying data, like our, we were buying some data so we can see w w what is the next thing we can improve on. Right. Sometimes we launch it and it works great. And we’re like, holy cow, it’s working right off the bat. Sometimes it’s not, it doesn’t work. Sometimes we don’t get any sales.
00:41:33 So I just say like, don’t put your budget big enough to where, like, you’re not what, like, if hypothetically, we probably could lose this money a hundred percent. So even if you use, want to do a few dollars a day, just so we can start buying some data, we’ll what we’ll do is we’re going to start building on top of it.
00:41:48 You know, call after calls. We keep building it and coming up with what’s the next thing we could test. What’s the next thing that we could try. And maybe we get into it and maybe we’ve spent $500 in testing by the time we finally figure it out. But from then on once we figure it out, you know, it’s Grady from there,
00:42:04 but we still have to, no matter what, every brand is different, even every supplement company acts completely differently than I’ve worked with. So there’s different strategies and stuff. So we need to figure out what’s gonna work for your brand and your specific situation. So we just have to get something live. That’s like, Hey, let’s take a crack at something.
00:42:22 Right. So maybe in your ad set and your targeting, make sure you’re doing like, you know, the key demographic, maybe some of the detailed targeting you can put in some brands that are competitors, or maybe you can put in some, some type of fitness based influence influences, just so we can know the people are fitness people who are in the right age and gender demographic.
00:42:43 We can just start seeing are people clicking around or not. And if they’re not clicking it, then we got to do a better job on the ad. And we’ll kind of just start coming up with ideas from there. And I can set all of this up before, before going live, meaning I can set, set it all up and be happy with what I’m doing instead of,
00:43:03 and set up as opposed to Exactly it won’t go live on. Do you push that publish button? You can change things as many times as you want. Once you push that publish button, that’s when it publishes. And it goes into review. That’s not saying that like I accidentally publish stuff all the time and I just, you know, you know,
00:43:22 can can pause it, edit it, and then turn it back on. Okay. Yep. Perfect. Cool. Cool. All right. Thank you. Ma’am no problem. Ma’am so we have, we still got some more, a little bit more time, so I know visual people have jumped in. So, Maya, I believe you had a question next.
00:43:42 So you said I’d like to know if you happen to know any benchmarks CPA on luxury skincare, beauty, second. It really, I don’t have a target. I know it is extremely competitive. I’ve worked with a few brands and it’s always been a little bit difficult just because everyone says they have the next cure, miracle cure and stuff. So, but that being said,
00:44:05 I would, as any type of e-commerce products, unless you like, I would really focus on your marketing when you run Facebook ads is like, what’s really the, the real thing that sets you apart from the competitors is, are you better? Are you faster? Are you cheaper? Are or do you solve a unique problem that the other ones can’t solve really leaning onto that into the ads because that’s,
00:44:29 what’s going to initially make the difference. So when you talk about, you know, benchmark, CPA, et cetera, I would say at the end of the day, our benchmark CPA is like, we want to break. Even we want to break even on our ad, spend to sell the product and hopefully fulfill the product. And so that when we’re buying the data,
00:44:50 we can make progress on figuring out, you know, the, the entire puzzle, the entire math equation, wouldn’t doing Facebook ads and any type of ads really is you have your CPM, that Facebook’s charging you, you have your click through rate, which is based on how people view your ad. If they like it, and they want to buy the product they click.
00:45:08 And if they don’t, then they just keep scrolling. Right? So if we have how much Facebook chart is, do you have your click-through rate? And then you have your conversion rate or the page or the Shopify store, and then you have your CPA. So at any point, we need to make improvements in that equation. So when we start running ads,
00:45:26 if we see our click through rates really low, that means that people are not interacting with our ad, and we’re not doing a good enough job making the ad captivating so that in click-through rate needs to be improved. When we were just looking at, you know, Adrian’s ads at the beginning, we saw the click-through rate was low. So that’s the first problem we can work on solving is that click through rate.
00:45:46 And as we talked about all the creative, we looked at competitors, right? So the next problem we could solve is potentially the conversion rate of the page. And, you know, that’s what BGS really does is like help the conversion rate of the page. Like what can we add to the Bates that helps make the page convert better? And then that CPM is what Facebook is charging us.
00:46:03 There’s not too much we can do about that. So these other metrics are what we have to focus on and that all that together will give us our CPA. So what our CPA is now, if we have really bad-ass ads with a mate, if you showed me amazing creative, that talks about how amazing the product was, and it solves this unique problem and how I’m like convinces me to buy it,
00:46:23 convinces me to buy it. Then the CPA should be low. The benchmark CPA should be low for that. If the creative is amazing, if we are thinking the creative is mediocre and they creative, isn’t talking about all those amazing, unique selling propositions and how bad-ass the product is. Then I would expect the click through rates to be low. And our benchmark CPA would be way higher.
00:46:45 So it’s definitely a moving target. So what’s our bench CPA. I would say, like, I feel like comfortable when we are our bench smart CPA is our average order value. So like, what’s the average person spend in the store when someone goes to your store and buys something places in an order, let’s say, hypothetically, the average order value was a hundred dollars.
00:47:06 I would want my target CPA on advertising to be a hundred dollars to start once. I I’m pretty much trying to fight to get to that because that’s kind of when I’m at break even. And then I know that when I make improvements from that point, it’s definitely going to lead the profit by making improvements will lead to profit, but we have to fight our way to there.
00:47:25 So benchmark CPA let’s call it. Your average order value of your store is, is probably what we would target. And that’s not just for luxury skincare and beauty segment because you know, a product like way inferior could sell way more with great marketing and a great, amazing product with bad marketing. We’ll never sell no matter how good the product is. So that’s what I would say is like,
00:47:52 there’s just too much that goes into it. So let’s, let’s just go with average order value fits Fitzgerald. What, what kind, what are you seeing as an average cost per purchase? Completely depends on the complete niche and industry and, and, and everything. You know, I’ve seen people get like insane, like 20 row ass on things, and I’ve also see,
00:48:16 I see people making no money at all. So it really is completely unique to every single situation and a t-shirt niche. You know, at the end of the day, it’s really like the CPA is, is a, like we just talked about the CPA is like a result of all these factors. So I would say like CPMs, like our CPMs were a t-shirt store should really be less than $15.
00:48:47 Like realistically, unless you have something on your shirt that might be a little bit edgy or sexy or offensive or something like that, or something doing with like maybe a serious, you know, something financial subject or cryptocurrency or something like that. I could see them raising your CPMs there. So what’s their typical CPM for those? I would say, like,
00:49:10 we would want the CPMs to be less than $15. It would be a good target. And then what’s our click through rate. I would want our click through rate to be over 1.5%. So that being said, those are the targets I would try to hit so that we could hopefully have our average order value. I mean, our, our, you know,
00:49:30 target CPA be less than what the product we’re selling the product for, for selling the product for $25. You know, a good row ass figure is, is like a two row ass. So can we sell the shirt which we’re selling for 25 and the cost of the shirt to us, and to get a printed as maybe like $5. So maybe we have $20 left on the table net.
00:49:52 So can we sell that for a $10 CPA? That way every shirt we sell, we’re making a $10 profit that might be tough to get that $10 CPA, unless our click through rates are super high or unless our CPMs are super low or unless our conversion rate of the page is super high. So with those three things figuring out, can we lower our CPM?
00:50:11 Can we increase our click through rate? Can we increase our conversion rate on the page? And those are the three things that are going to lead to us, being able to get that, that CPA. And we’re just constantly testing ads and sprinting to try to get that $10 CPA so that, that math equation and the whole thing is fluid and profitable for us Theo.
00:50:32 What kind of campaign would you run if you’re trying a new, single creative image? If it’s just going to be one image you’re trying, I would just do a standard static ad would that if it’s like you’re testing multiple creatives, if it makes sense to do a sit carousel, maybe, but most of the time, I would say potentially, maybe try dynamic ad.
00:50:51 The beginning of the call, Adrian showed off some of his dynamic ads that had like 10 creatives and were able to go in and see the performance of each one of those creatives individually, while uploading them all into one ad instead of having 10 different ads, sometimes it just helps helps, you know, organization and help with like management. When you only have to worry about one ad instead of 10,
00:51:11 that’s all my, your second question starts to relate to Facebook ads. Is there a way you can add an admin to an Instagram business page so that the person who perform follow like comment and other IgE handles underneath the business ID account, added them under the admin, both Facebook page, but they couldn’t switch between the personal and the business account. You can log into multiple accounts on Instagram.
00:51:36 I know on mine, at least when I go to so on Instagram, basically, if you click your name, which is at the top, here you click. And it has a section where you can say, add ad account and then log into existing account and you log into the other account. And then once you’re logged into the other account I’m logged into too,
00:52:04 I can honestly just double tick click right here and it’s, which is between the profiles that I have access to. So hopefully that helps, but yeah, you click the name, you click add account, you log into another account. You can log in. That’s the easiest way. You may be able to do it in. No, I don’t think it’d be able to do it.
00:52:25 You have to log in. Instagram’s like you have to log in to the account. So I would just kind of create like maybe a shared login, edit the password to something that is, can be, you know, changed if someone has access to it and you don’t want that access to it, you can change the password type thing now, and you can log out of it.
00:52:46 You can also like log out all devices and then change the password. Sweet. Also, what would be a strategy for a brand, a brand new brand note data AB over CBO, easy, detailed targeting you’re open. Okay. So I would do try to find, you know, some ideas of targeting. So let’s say you’re going to do a handful of ad sets.
00:53:12 Let’s say we’re gonna do four ad sets. And there are going to be four different types of targeting. Maybe one of them is interest based. Maybe one of them is fraud. Maybe one of them is like a lookalike audience of something. If it has a data set, you have, you have an email list. If you have a Facebook page that’s been up and running for a while.
00:53:32 If you have an Instagram account that’s been up and running for a while, those are all data sets that you could start building to not only market to, but also to build lookalike audiences off of, I would probably do one campaign, a prospecting campaign with four ad sets. Each one of those ad sets maybe has different targeting, but they have identical ads.
00:53:53 And that way I would, you know, could either do it either way. If you really wanted to test the four different targetings, then you could do an ad set budget and you could put maybe like a $10 a day budget on each one of those ad sets. And by that data and see which one of those gets the best click through rates and which one’s performance best.
00:54:10 If you want to just say, Hey, Facebook, here’s four targeting options. Just go give me the best results you can. Then you could use CBO and put maybe a $40 a day budget on the CBO, and it will spend $40 on whichever ad sets. It is seeing better performance from while if you put the ad on the ad set level at $10,
00:54:30 each one ads that would spend $10 and you will be able to see when these all spend $10 equally, what are the results like? Well, ad set two, which has this targeting is the best let’s shut off the other three. Let’s take what we know now and make another level of tests, knowing that this is the best targeting network. These targetings do not work.
00:54:50 That would be a great way to use ABO to test those. But if you just wanted to see which one, let Facebook decide how to spend your money, it might spend $37 on one ad set and put $1 to each one of the other ones. Hypothetically, if you put a CBO, cause you’re telling Facebook here’s $40, do whatever you want with it across these ad sets Theo.
00:55:13 Is it like a single campaign? Only one ad set? Yeah, I would say one ad one ad set to your best audience and see what the data says. It could be an existing campaign. It could be at a brand new campaign. If you’re really wanting to hardcore test it. I would say individ one campaign, one ad set ad set budget one ad to your best audience and see what the click through rate is.
00:55:33 And we’re gonna say click the link, click through rate, and that linked through click through rate to your best audience is going to be a good idea on how they’re going to perform that ad will perform. That’s probably the best way to like really stress test one individual creative. I work, it worked for me as the calendar burned out for now. I don’t know why.
00:55:52 Yeah. There might be. I’m not sure. I’m percent sure why, but it should, it should work. Like for example, my whole team has access to that account. Cause I just gave them the password and email. There is like two factor authentication that I’d like to have to send me a code. I tell them the code for log in.
00:56:07 But, but yeah. Cool. Well that was a lot. I think we got through a bunch of stuff today, guys. It was great. Seeing all you guys again. Did anybody else have any last, anything last minute while we have a last minute question, if not, then hope everyone stays safe and healthy and has an awesome weekend. And we’ll see you guys next week.