How was everybody doing welcome. Yeah, we get started there and then just see where it goes. So Jen says, my store is brand new and I’m ready to run ads to generate traffic and eventually sales. What strategy should I take next? I’m already posting twice a day and currently running two ads. I’m not sure if I’m doing things right.

What training should I take next to move forward? So, yeah, it’s, that’s a, you know, difficult, difficult, open, very open-ended question just because there’s, there’s lots and lots and lots that goes into it. So I definitely recommend seeing, if you can find a potentially like a Facebook ads for beginners course, there’s one through a company called ad skills,

a D S K I L L S that I’ve heard good things about. I’ve actually hired a couple of media buyers who are add skills graduates, so you can get started for pretty cheap. I know as well. And the program is highly, highly recommended by some really, really influential media buyers, people in my space. So they have like a nine week course and monthly masterclasses where you can ask questions and,

and be taught things. So if you’re really serious about running ads for yourself, Facebook ads for yourself, I definitely recommend taking some, a course similar to that, just because it can be pretty, pretty daunting task. And especially with how frequently it changes. It’s changing. Basically, it seems like on a weekly basis at this point where, you know,

th things we have to do just in the setup process could change very drastically very quickly. So I definitely recommend joining some type of potential training program that can get you started learning the platform. It’s just Facebook ads is just a lot more complicated than some other platforms like Google ads and stuff, which are pretty straightforward. So, and then I recommend there’s some Facebook groups that are like Facebook ads for beginners that are great and great resources and helpful.

You can ask questions, people help each other out. I’ve been part of those for years. Sometimes I jump in and just help people out if they’re out problems just to give back. And then of course, there’s, you know, YouTube academy as well, where there’s, where there’s tons of Facebook ads, tutorials for beginners on, on YouTube. Once you get kind of in the process and in the flow of things,

we could definitely use some time on these calls to, you know, show you kind of, if you get stuck or what to do next or, or whatever the next next step is. But definitely is a like pretty, if you don’t know what you’re doing, it’s a pretty daunting project to be able to just, you know, start running Facebook ads.

We have to have a business manager verify the business manager, verify the domain, set up our pixel, set up our pixel events. And so our pixel on our store, and then that’s just kind of part of the setup process. And then from there, you know, making sure your tracking is working and then, you know, brainstorming, targeting,

and then the creative element, which is the most important part. You know, what images, videos, types of creative are you running as ads is pretty much the biggest make or break thing when running Facebook ads. So all that being said, you know, I’m definitely here to help support ask, ask questions, but as far as B being able to kind of,

you know, like a whole, a whole strategy, I would say definitely, you know, try to check out ad skills or one of those training courses. And then just really start like learning about the platform. Facebook has tons of resources, as well, as far as guides and articles and videos about Facebook ads. They have a Facebook blueprint course,

which is the most like basic Facebook advertising course. They go over all their policies and also a lot of technical stuff. So I definitely recommend checking out that as well, like the, the, the trainings that Facebook provides and then potentially a paid course, like add skills or, you know, Facebook groups for Facebook ads for beginners or check out some YouTube tutorials would probably be a huge,

huge leg up to get started. And then when we get stuck, we can jump on these calls and I can answer questions or walk you through something. If you get stuck or something like that. Absolutely. Or we can brainstorm ideas, creative ideas, things like that. So the next question we have is from Jessica, instead of just start out with PDF testing,

you’d help allocate my budget and create a strategy. For example, what types of ads should I running for a proper campaign? How much spent should I allocate for each ad E IE awareness versus et cetera? So that’s what I always say with Facebook ads is they are some of the most powerful advertising tools in the world. So that being said, if you have a site that converts and you have a product people want,

and you have the right creative, then you should be able to just start running conversion campaigns because their targeting is so on point and their algorithm is so smart that I always say, you should optimize for what you want. So if you want purchases on your store, we should optimize for purchases awareness. All that really does that. Now most of that doesn’t matter.

It’s good. It, it’s something you can spend your money on, but I mean, we’re all kind of a direct response. We’re on e-commerce the end of the day. The only thing that matters is do I spend a dollar and do I make a dollar in one penny back? And you’re not going to be able to do that with an awareness campaign.

The only way you’re going to do that with a first campaign. And it may, you may have to invest some money to get to the point where you are profitable, but you’re not going to get there any faster by running awareness campaigns or, or, or engagement campaigns. Those are all tools. And for certain brands that have money to blow, like McDonald’s,

they don’t track. If someone buys McDonald’s food from their ads, they’re don’t there. That doesn’t matter to them. They just want people to know they just invest in advertising campaigns. And that’s what most of those tools are for. So I would say always optimize for a conversion, a purchase conversion. If you’re doing lead gen, then you optimize for leads.

You’re optimizing for what you want. And the algorithm is so smart. It will get your ad in front of the right people. Now, if it’s not working, that’s not just because I need to be optimizing for something else. If it’s not working yet, there’s two different problems. You’re going to have 99% of the time solving. One of these two problems is what fixes it.

It’s going to be a creative problem, which is the image, the video, the ad copy. If we’re seeing really low link click through rates. And I always talk about link, click through rate, not click through rate and Facebook. Doesn’t default to showing you the link, click through rate. It defaults to showing you the CTR, all which is not a metric we want to really look at.

So what you’re gonna want to do is when you look at your ad account, I can show you an example real quick. Let’s see here, let me share my screen. So when you look at an ad account, it defaults to these columns that just says performance. And what you’re going to want to do is when you’re looking at performance, they don’t show you all the information.

So I always change my columns to performance and clicks. And this is what we want to look at this liquid through rate CTR link click-through rate. And basically in order to be to, to compete in Facebook ads, you need your link, click through rate should be over a 1%, which means if you show your ad to a hundred people in your target demographic,

well, one of them clicked. You want to be higher than that. Like I’ve been working at this for a, you know, a decade and I’ve been working on this count alone for over a year, a year. I’ve been just basically my full-time job has been managing this account. And I still like, that’s how I’m able to get 3%,

2%, 3% click through rates. And sometimes I don’t even always, I don’t always hit it, right, but this is what it takes. This is the grind it takes. And that’s the first metric you have to focus on because if you’re not getting the link, click through rate high enough, then you are your ad that tells you that you’re as an art resonating with your demographic.

So at the beginning it might be low. It might be 0.7. It might be 0.5. It might be really low, right? But when your ad has a really low click through rate, you need to focus on the creative, which is the image, the video, the ad copy, and the headline. And I would focus in that order would be the image or video is going to be like 60% of that puzzle.

And then maybe 20% is the ad copy and maybe 10% of that as the headline. So if your click through rates are low, really don’t focus on the ad copy or headline as much until you’re clear, your, your creative is, is on point the images and the videos, because they’re not gonna move the needle as much as your creative. So let’s say you got like pretty close to a 1% click through rate because of your creative.

Then that’s when I would say like, okay, let me try working on this ad copy. Maybe I hire a copywriter. Maybe I test a bunch of different headlines and those that’s, what’s going to hopefully then get you to that, you know, over 1%. And then you can just, I’m constantly trying to improve. I’m constantly, you need to strive for greatness by constantly improving whatever you’re doing.

This image has a 1% click through rate. Okay. What is it about that makes it a 1% click through rate image? What can I do to make it a 2%? What if I changed the color from blue to red? What if I add some texts? What if I remove text? What if I try a completely different image? And that’s like the game you play that I’ve been playing for a year to get to the point where I can get consistent 3% click through rates,

2% click through rates, because I understand what type of creative and I’ve spent literally a million dollars of this client’s money to be able to get to this point where we can do that. And if you just have to go through the process and if you start tomorrow, then it’s one day later until you figure it out. Now you don’t need to spend millions of dollars.

I said, mine’s dollars. This client’s money because I got it working at the very beginning, I was spending, you know, dozens of dollars a day. And then I got to a hundred dollars a day and then a few hundred dollars a day. And now we’re up to $20,000 a day in ad spend every single day because we we’ve gone through the process to figure it out.

So the main thing is going to be that creative and those click-through rates. And that’s 90 bird, like one of the biggest struggles you’re going to have at the year of beginning. Now let’s say it’s the flip side in our creative. We are getting the click rates. We want, we launched ads. And we’re like, Hey, we’re getting 2%,

3% click through rates right out of the gate, but it’s not converting now small, a very small piece of that puzzle, but not converting could be not being congruent. The ad not being Finn grew in to the landing page. Now, if you think about hypothetically, if I ran an ad that said, click this link, and we’ll give you a hundred dollars Amazon gift card that would get a very high click through rate.

It doesn’t mean that it’s going to do anything for my client or anything for your business. It’s just, you’re artificially pumping up that click through rate. So not that I don’t think anyone in their right mind would ever do that, but that’s just a, an example to say that if your ad is advertising something for one price and they get to the landing page and it’s something else,

or if they, if the, if the image displays a product that they go to landing page, and it’s a different product, like that’s going to affect it as well. And that’s not necessarily the ads that the pages fall, right? It’s just making sure it’s that congruency. So let’s say we’re running ads, we’re getting 2%, 3% click through rates.

Everything is perfect. Our headline is great. Our ad copy is great. Our creative’s great when they get to the landing page and it’s selling the exact same thing, exact same price for decks and everything, then that’s normally what we could just as a conversion problem, right? So there’s some type of disconnect from when they click the ad to when they get to the landing page.

Sometimes that could be the price of the product. If they, they assume the product is going to be $20 by looking at the ad. Even if you don’t say it people every time you see something, you assume what you think is going to cost. And they go to the landing page and it’s significantly more expensive than that. Then that’s not necessarily the ad’s fault.

That’s the page’s fault. That is a conversion issue, which it’s like a delicate dance with, you know, myself being a media buyer companies hire me to run their Facebook ads and to come up and create their Facebook ads. Come up with the concepts, come up with the marketing angles. We create the creative, we do everything. And then we drive traffic and we get great click through rates,

which is what my job is, but people aren’t buying. And if people aren’t buying, that’s kind of out of my control, as long as I’m doing my best job to make sure my messaging, my creative, everything is like all the checkboxes I need. And my targeting is correct. You know, if I’m selling products, if I’m selling diapers and I’m running ads to people who don’t have kids,

then that’s, that’s probably not going to convert. But if my targeting is people in my demographic, it’s, it’s the right targeting. It’s on-point. And my click through rates are really high and it’s not working at that point. It’s conversion problem, which could be worth sending traffic to a different page. Maybe sending it to the homepage versus a product page,

maybe running an ad for one specific skew of a product, and then have it go just to the product page of that one skew. And maybe then it’s worth building a Zipify landing page, which is more of a sales page selling that one skew versus just a standard Shopify page. So we had a really focused on those conversion rates to of the page so that I know if we have a 1% conversion rate,

which means that if I send a hundred people to the store, one of them will buy something. And then I have more than an X amount, a click-through rate. Let’s say I have a 3% click through rate. If I send a hundred people to the, if I show my ad to a hundred people, then three of those will click through to the store.

And out of those hundred people who go to the store, one of them buy something. Then that’s the math equation that leads to net profitability working or not working. It’s all just like one big math equation. So we’re trying our hardest on the ad side to increase that click through rate so we can get more people to the store for a cheaper price,

because the higher the click through rate, the more traffic we get for a cheaper price. And then we’re working on that page to improve the conversion rates so that people actually get to the page and they actually buy something. Sometime that’s testing different prices. Sometimes it’s producing prices sometime we’ve actually seen companies raise prices and increase their conversion rate because people view it as a,

as a, a higher ticket purchase that has more value. For example, if you went to buy a smartphone and you went to a website that was selling it for $20, you’d be like, that’s a bad smartphone, probably going to be a piece of junk. It’s probably not going to work, but if it was, you know, $500, you’re like,

that’s how much smartphones should cost. That’s probably going to be a solid investment. So that’s a way where you could think about the buyer psychology of increasing the price, raises the perceived value of it, which that increases the conversion rate versus just trying to sell something for as cheap as you can. So that’s really what we focus on on the landing page is,

is value stacking, like what is the value of the product? Like they have to understand that the value of the product is worth them purchasing it. And it’s just a big, a big factor of those landing pages as is, is those the selling we actually do on the, on the actual page Lilian on to make sure that people are comfortable actually making that purchase when we drive those clicks.

So those are the main two things we troubleshoot and Sawtooth when we’re running ads is those click-through rates first. And then if we are getting the click through rates we want then, and we’re still not seeing the results we want, then it’s a conversion problem. And it could be most of the time it’s going to be something to do with the landing page pricing,

just something isn’t a hundred percent connecting with the audience, right. When they get to the landing page. So those are the main two things that we see people struggle with. So going back to the initial question of, of, you know, awareness versus conversion, like we want, we want purchases, we optimize for what you want, look at the data.

And then the, when, when we run ads, what we’re doing is we’re buying data. If you think about that, you need a certain amount of data to be able to make a decision. And the only way to get that data is, is, well, unless you, you know, are, if you’re sending an email and you have a huge email list and you’re getting a ton of free traffic and email list,

that’s one thing. But if you’re buying traffic, what you’re doing is you’re buying data. You’re seeing when you send hundreds of thousands of people to your store, what do they do? Do they buy, do they not buy? And you have to solve each one of these old problems to make that equation work. So when buying ads more buying data or trying to see what’s the cheapest cost,

we can get this data for, which is going to be getting our targeting on point and getting our click through rates on point and for being our creative and for a messaging on the ads, so that we’re getting more people to click higher, click through rates, more traffic at a cheaper price. That way we can analyze that data of the store and see what the bounce rate is.

If people are clicking the ad and then saying, I don’t want to buy this because it’s a wrong price, or I’m not being sold enough or that none of information to make me comfortable buying it. So those are the main things that we troubleshoot. I know BGS focuses a ton on conversionary optimization of the store and Shopify stores, but the other half of that puzzle is,

is what we have this call for, for the Facebook ads, media buy could be Facebook ads, Google ads, YouTube ads, whatever ads we want this call. We specifically focus mostly on Facebook ads, but yeah, that’s going to be the main, the main, main factor, right, is that click through rate. And what is the main change of that click through rate is going to be the creative most of the time.

So look at your link, click through rates. You know, you can change those columns to performance and clicks, look at your click through rates and see if you have an ad problem. And when you have a certain amount of data, then you know, it’s time to start, start testing something new. If it’s not working and rarely will, if you run ads and you’re getting low click through rates,

and you’re also not getting the correct purchase data, you want rarely will changing, targeting, fix that. Most of the time, it’s going to be changing the creative, like focus on the ads themselves and the images and the videos. So I always like to say that if anyone needs help with this, you know, you could work. You could work with us.

W at Sawtooth, we work with tons of e-com brands spending anywhere from a couple hundred, a day, $2 million a month on paid ads. And we do all of this. We do, we have dedicated media buyers running the Facebook ads accounts and optimizing them daily. And then we also have full creative division that creates images, videos, UGC for, for our brands that are our clients.

So that we’re focusing on both those things. We’re focusing on optimizing the ads for performance and expansion and scaling, but then also those click-through rates, because the reason we do that is I don’t buy, I don’t, we don’t run ads. I could, I could be working probably for a hundred different companies right now, but I don’t work with companies that don’t hire our creative services,

just because a it’s a really confident in what our team does. But also, I don’t feel confident as a media buyer relying on someone else to provide me with creative, because if they say, oh, I got a creative guy, oh, I do a little bit of graphic design. Oh, I’ll send you pictures from our store. Oh, I’ll,

you know, I’ll get it done by someone on Fiverr and send them to you. At the end of the day, I look bad. If the ads don’t convert, right. And I can do everything under the sun using every trick I’ve learned over the past 10 years on Facebook ads. But if I don’t have good creative, it’s not going to work,

period, period. It’s not going to work. And I just end up looking bad. I ended up hurting my reputation. I ended up ruining your relationship with a client because they just think it doesn’t work. And then when that’s really, the issue is, is creative. Like when we think about different car insurance commercials, you know, state, farm Geico,

like they’re investing hundreds of thousands of dollars into these production shoots. They’re hiring actors, they’re hiring athletes, they’re hiring sponsors. They’re making them funny. They’re making them witty. They’re making them silly because they understand that how much empower is, is, is that creative at what’s that staying power in their mind on these TV commercials. So we have to be thinking like that.

Like, if, if you saw this ad that you’re running, if you were in the demographic and you saw it on your Facebook ad, would you be like, hell yes, I need this. Right. The perfect example of this is I buy stuff on Facebook ads all the time, because I’m in the industry. So I like to support it.

And you know, I see something like this, which is a drop shipped from China. I’m sure, but it’s a lighter blue it or not. And it’s a huge lighter. And I saw this and Facebook ads knows that I like star wars. And they said, the ad was, what is it? What would it be like to own your lightsaber?

And it was this lighter. And they had just videos, cool videos of someone unboxing it, talking about it, showing it, showing the different uses of it. And then I was like, I’m in take me to the landing page. I would, the landing page looks great. It looked clean. It looked authoritative. And the price was like 20 bucks.

Right? And I was like, that price works for me. You got me. And I gave them money. And then unfortunately, because it was ships took a long time to get here, but I have it now. And that’s how you gotta think is, is you have to hook them on the ad to be like, well, if I go to this landing page,

as long as the price is what I think the price should be, then I’m going to buy it. And they had that in the back of their mind when they click ads. So if we’re getting the ads in front of the right demographic and we have the right landing page and we have the right price, then it should work. But what the most important thing is is,

is the creative and the ad, is it resonating with the demographics? So they click it that video about it being a real life lightsaber. And this was just a picture of this with a white background. And it just said like a very cool lighter, I would have not bought it because I’m not in the market for a lighter, but when you position it as a lightsaber that I’m like,

nevermind, that seems very bold to me. So think about, you know, your demographic, think about how you’re marketing to your demographic. What are their pain points, where their interests, where their likes dislikes. These people are clearly targeting on Facebook, people who like star wars and they’re running an ad for their lighter, which has nothing to do with star wars,

but they’re marketing it as a star wars type marketing angle. And that’s probably only one marketing angle. They have, they could have a marketing angle for people who are, you know, survivor survivor people. So the, the doomsday prepper people, and they could say, this is the most reliable, lighter in the world. It has this flame that goes up high.

You can use it to start fires. You can use it for this and this, no matter what, in any conditions, it lights. And that could be a whole different angle. They market just to those people. So it’s really just focusing on what the, your demographic is and how can you market the product or service or whatever it is in a unique way that makes it so appealing to the person that you get a high click through rate.

And then all they, when they get to the landing page, although the only real objection they might have is a price objection. And you can do that, especially in, e-com pretty, pretty easily because people are on Facebook looking to kill time. They’re already interested in spending money most of the time. So all we have to do is get the right product in front of them and market it the right the right way.

So, yeah, that’s kind of like my spiel about creative and how to think about when you’re working on building your campaigns and think about how this relates to you. So a lot of people are selling products, and it’s also thinking about what problems does it solve, what pain points to the people have, and then addressing that problem in the ad and talking about what it,

what the problem is for this. They didn’t need to necessarily address a problem. What they did was they used a clever marketing angle, and then they marketed it to a very, very specific niche group of people. So you can do it that way, or you can do the classic way. We do Facebook ads, which the kind of script I’ve talked about on the call before of,

you know, presenting a problem people have in the six demographic agitating the problem by talking about what positive or negative things are associated with that problem, presenting a solution and then providing a call to action. So if you want to, if you want to sell, you know, let’s say you want to sell a weight loss supplement, right? And you’re agitating a problem,

right? A problem to deal with weight loss could be, you know, beach season is right around the corner, right? It’s it’s, this is it’s pretended spring, season’s right around the corner. Are you going to be ready for that big vacation? And then you could say that hundreds of thousands of Americans haven’t even considered haven’t started their preparations for their summer body,

but luckily there’s X solution. And if you click the link below, we’ll give you 20% off today. That is like a very like off the top of my head sample. But it follows that script of presenting a problem, agitating the problem, presenting a solution, and then a call to action. And then when they get there, all they need to do is have enough information and the right price point where they feel comfortable to buy it at that point.

And the only way we will get those people to convert is if we’re doing a good enough job on the ads, because Facebook ads keep getting more and more and more expensive, it’s more expensive today than it will be tomorrow than it was yesterday. And we were more expensive next month than it was last month, because Facebook is a for-profit company. They are greedy.

They want more money. How did they get more money? They incrementally charge us more. So just like inflation with everything. Gallon of milk probably costs more now than it did last year and the year before the year before. So if we’re not constantly improving our marketing efforts and trying to discover these hooks and angles, and we’re not trying to increase our click through rates every single month and try to find what’s that next breakthrough,

then we’re never going to be able to, we’re just going to be out eventually, you know, bid it out because it’s going to cost more and more money to be able to advertise the amount they’re charging us to advertise. It’s going to keep going up and guess what it’s about to be Q4 that’s when they raised the prices. The most on top of that inventory is at its lowest because of black Friday.

You have people like best buy Walmart, all these brands running black, Friday sales black Friday all month, and that’s buying up all the inventory of us where there’s competitors. So these people sometimes come out of the woodwork just for these months. So that also drives up the price as well. So it’s always good to be thinking ahead of like, I need to make these click through rates higher.

I need to invest in creative. I need to invest money in this because doing it myself will not, if you’re not at bad-ass graphic designer or potentially, you know, editing videos, filming videos, editing videos, if you’re not constantly trying to create that next piece of creative, that’s going to break loose and get to use those highest click through rates.

If you’re just running stuff that’s already being mediocre, it will probably continue to be mediocre. And it will probably continue to get worse because the cost of advertising is going to keep going up. So that’s why I always liked to preach the importance of, of creative in, in these calls, because it’s one that I think the most, most forgotten about things in Facebook ads or people teach Facebook ads,

they focus on targeting count, set up an ABO versus CBO. And should I be running brand awareness campaigns? Should I be, should I be running purchase campaigns or engagement campaigns, but it’s like 10 a day. Creative does it. If the creative isn’t OnPoint and, and badass, then it’s not gonna work no matter what. So that’s what you should be really focusing on is like,

what is the end user going to see as the ad then run it, see the data, focus on improving that data, using that data to make improvements and, and run your next test. And that’s the way you’re going to make those incremental gains that over the long-term are going to pay off. So that’s enough preaching for one day about creative. But that being said,

I’d love to open up if anybody has any questions today and wants to potentially troubleshoot anything. There’s one quick question that got submitted. I want to answer real quick. My store is in Euro. This is by Sinead Duffy. My store is in Euro. I’m based in Ireland, but Facebook ads account is in USD. So I must have set it up wrong initially.

What should I do? It says you can’t change currency without creating an ad account. It already seems to have three or four ad accounts on how many delete any old ones. So it’s a mess in there, but should I just rip the bandaid off and start a new account again? Where does it matter where the different currencies will get a real arrest without it?

So basically I have a bunch of clients who have this problem. Like we have one clients based out of Australia and their account within Australian currency, which makes sense to them, but it is a learning curve for me and my team. So we cannot change that. And we in this client account cannot create a new ad account. So basically we just have to think of baseline what those metrics are.

If let’s say, you know, you’re dealing with euros or USD, understanding like what the currency conversion is of those two and Facebook is just reporting the data based on the metrics it’s given. It’s not going to like penalize you for being in a different currency. However, it is important to understand that when you’re looking at the data, you’re going to have to do that mental gymnastics of converting that,

converting that if you do create a new ad account and you can change the currency and do it that way, but that’s only if they allow you to, the other thing you could do, which is like the biggest project is create a whole different business manager, which each Facebook account can have, I think, five business managers. So you can create another business manager.

You’ll, we’ll just need to set it up under a different business name. So, so like I have like five LLCs for different purposes and I have a business manager for each one of those. They don’t have to run ads specifically for that, that business. Like I have an agency account, an agency business manager for my agency. I run ads for like 30 brands in there.

So it’s not like it’s ever really an issue that we’re running all these different brands and all these different clients. And it, I just needed to have an, a different LLC to be able to open that, that business manager. So that being said, if that seems like too much, you could create a new ad account and, and change the currency,

or just continue on with that currency, knowing you’re going to have to do that conversion to just understand your own metrics at the end of the day, the only thing that really mattered that convert metrics, yacht that focused on as far as currency is your cost per click, the CPA, and then the budget, the amount spent, right? Those four metrics will be currency conversions.

But we think about click through rates. When you think about conversion rates, those Allstate are, are agnostic to, to anything. So it’s just you deciding on whether those, those few metrics you really want them to be in the right currency. Then you would need to create a new ad account or a new business. Sweet. So that was the last questions we have pre submitted.

If anybody has something they want to work on in the group, I can bring you in and you can share your screen. Or if you want to answer a question, ask a question in the chat. I can just do my best to answer it as best as I can. But yeah, this is kind of where it will just kind of open,

open things up for the last 20 minutes and see if we can make some progress. If anyone has any questions or, or needs any help. But she always asked me, what kind of creatives are you seeing work? Best things that are working best right now are I’m finding ads that don’t necessarily look like ads, ads that feel very organic to the platform.

So if you’re thinking about your Facebook ads and you are making it seem like it’s just something somebody posted or shared. So basically if you have a type of creative, that is clearly a stock photo t-shirt company, cool. If you are able to show pictures of people wearing the clothes that look like real people and not, and that are in your demographic,

that don’t look like models or, or stock photos or, or actors that helps a lot. Because one of the biggest difficulties with Facebook ads is people are becoming so aware of what an ad is and what an ad isn’t that people can kind of spot something that’s an ad. And they can, they’ll just continue on their Merry way, unless it’s something super eye-catching.

So that being said, if we can, if we can craft our ads to look very organic, like something, an organic post, someone made, if I’m going on Facebook right now, and I’m about to make a post, think about whatever it is, nine times out of 10, it’s not going to be a stock photo, right? It’s not going to have anything to the stock photo.

It’s going to be a picture. I took up my phone, it’s going to be a video. I took on the phone. It’s going to be a picture of maybe it’s a picture taken and professionally, but maybe it’s me posing. Maybe it’s like, if you think about people who post engagement photos, those are professional, but those always get tons of people on Facebook commenting and liking and sharing because that’s the type of content people are want to consume on Facebook.

And that’s garnering a positive Facebook experience. So if your ads look like they were either done professionally or potentially are looked like they weren’t in professionally, like we have tons of brands who are running ads that are pictures taken with iPhones, videos, taken with iPhones, videos that were filmed with talk like you film it, intake talk, and you run that as your ad.

Just think about what is getting lots of engagement on Facebook right now. And that’s what you should try to make your ads like that works really, really well. Especially if you don’t have a huge budget, if you’re selling this lighter, you could have it insanely high production company. Like the Harmon brothers who do like purple mattress ads. They do ads for like Squatty potty,

Dr. Squat. So maybe some of these brands you guys have seen ads for. They do these huge, huge high budget ads. You could do one of those for this. But the other thing you could do is you could film it on your iPhone and I could film it selfie style and be like, you guys got to check this out for all you star wars fans.

This is my lightsaber lighter. It’s super cool. Here’s the uses of it. It’s really light. And here’s how I use it. And then I cut to like a montage of me, lighting stuff on fire who even knows a button. Then I talk about, and right now there were right now they’re selling it for only 50% off, right. Or something like that.

Like that video is going to show up on their feed. And it’s just going to look like a normal person like me filming it on my iPhone, talking about something which feels so much more organic to Facebook. Then if it was a super high production shoot or if it was just generic stock photos or if it was just a picture of it, right.

And I’m able to tell the exact message that I want. And I will tell you like hand to God. I am the face of so many brands, because if these brands aren’t getting me the creative I need, I will just film the ad myself because I know what I will. I know what to say. I know how to say it. I know what will convert.

So to go to your point, Fitzgerald, if you have a t-shirt company, a short video of someone wearing the shirt, or I had a brand that was a t-shirt company. And what they did was they did shirts for military veterans. And what we did was we had my parents, my business partners, parents, and then one of our employees,

parents who are not in the military, but what they do is they do look in the age demographic. And we did like a little montage of them being given the shirt as a gift and unwrapping it and being super excited or like crying or being like heartfelt that they got this gift. And it felt like one of those viral posts that’s just filmed on an iPhone.

If you think about those viral, like videos that come out, they’re not usually filmed on like a DSLR camera or a red camera, they’re filmed on the devices we have around us. So making your ads kind of feel organic like that. Then what we did was that ad was not geared towards people buying that shirt for themselves. Those shirts were geared towards younger people buying that shirt for their parents who were veterans.

We had completely separate ads of people who are look like they could be veterans that are going to be buying these shirts potentially for themselves. And it’s completely different marketing, completely different messaging, completely different ad style. So you gotta be thinking about that. Different ways is if you’re going to be targeting different demographics, the ad should be like, should go along with that.

So the t-shirt ad going to someone who might buy the shirt for themselves could be the testimonial style video. I just talked about where it could be someone who looks like they’re in the demographic is a veteran talking about the shirt and how their buddy’s got a chuckle from it. And you know, something like that could be a video, or it could just be a picture of someone smiling wearing the shirt who looks like they were in the demographic.

And then you come up with a funny caption about it to in the ad copy to make it, to make th th to sell it. So when you’re talking about t-shirts, there’s different, tons of different ways of doing it. But I would say the, the creative should look organic to Facebook. Like something that was actually shared by your aunt. If you,

if you look at the piece of creative and you’re like, would my grandmother share this to her feed? And if that answer is no, then it probably is going to look like an ad because people don’t share ads to their feeds. But if it’s a picture of taking on an iPhone of someone with a cute dog Bobby stuff that someone would be willing to share.

So that always helps too, as much as I hate to say it, some jobs having attractive people in ads works really well. And also having animals in ads, having dogs in ads and cats. And it’s just because what it does is it gets people to stop scrolling. When someone stops scrolling, then you have the ability to sell to them. But if something just looks and somebody just looks like an ad and it’s based off other people’s ads,

it’s probably going to perform like an ad, but it’s probably not going to really break through. So that’s kind of how I always think about it. So I’d say user generated content, organic things are working really well. Take talk videos as ads work very well. And then things that just generically will get people to stop in their feed, cats, dogs,

cute people, babies, whatever your demographic is, what would make them stop in your feet? Clearly for me, but a lightsaber in my feet, I’ve got to stop going to look at it. My mom wouldn’t care, but if I put a maybe if I’m selling something and it has a cute cat in it, my mom will probably, probably at least on her feet and check out the app.

But you’re on the other question AB over CBO when you start with, so it really depends. So AB over CBO, I like to think about more as two different tools. Like, Hey, I’m going to build a swing set. Should I use a hammer? Or should I use a screwdriver? Well, you can do either, but what’s the purpose,

right? Why would you use one or the other is the question. So if I’m building a camp, a campaign and I want to test multiple different things, right? Different creative, different targeting, then I would probably use ABO because what that means is I can split my budget up against people who like people, like let’s say we’re selling this, right?

And we have an ad set of people who like star wars. And they have ads about people who like star wars about star wars. This one’s about people who are doomsday, preppers. These are ads. And we will have doomsday preppers. These are ads about people who smoke smokers. So this is about smoking these ads. And these ads are about using this,

the light cigarettes, whatever, whatever it is, those are three completely different markets, right? So I want to have an ad set budget to make sure Facebook spends this much money to star wars, people, this much money to what was the doomsday, preppers, this much money to smokers. I can see which one works well. If I did a CBO,

Facebook might just spend all my money off one of those three, or maybe if I had a hundred dollars a day budget, it would spend $70 a year, $10 a year, $20 here, or it will not be 33 30, 3 33. I guarantee you it won’t. So why would you, CBO is like, yo, I found out star wars works really well.

I’m going to create a new campaign. You CBO star wars version one ads, star wars, version two ads, star wars, version three ads, right? That way, if had three completely different versions of star wars ads, and then they all can have the same targeting. They’re all star wars people. Now I can see which works better. Star wars,

one, two or three. Maybe I find out number three works, right. Then maybe I want to do a new campaign where it’s only the star wars version three creative. And now what I’m doing is maybe I’m testing to see what demographics of people within those star wars people work the best. So maybe it’s 18 to 21, 21 to 35 35 to 40. Let’s see what the click through rates are.

Okay. Men, 21 to 35, who likes star wars who respond to this ad works the best. I’ve now done all those ABO tests. Now I can do a CBO and say men 21 to 35, like star wars, this demographic, this interest CBO budget. And then, and then you doesn’t really matter what you do with your ad sets because you have a pretty good idea when it works.

And that campaign is going to optimize over time for performance and spend the money against whatever different ad sets you’re running. So it really just depends. ABO is great for testing. CBO is great for when you have it kind of figured out and you’re looking more to scale and have kind of hands-off. So for example, I use CBO sometimes if I’m doing a different bidding strategy.

So there’s a bidding strategy called minimum ROAS, which means you’re telling Facebook a set minimum row as you want it to optimize for. So I have my campaign for my lighters and I have my four different types of targeting that I’m all, no is work about four different creatives that I know all work, and then I’m doing a CBO budget. And then it’s spending the budget across those four ad sets,

as it sees fit to try to maintain that minimum ROAS. So I set a minimum ROAS of 1.5, which means for every dollar, I want to make a dollar 50. So it’s willing to spend that budget, trying to optimize for that, that 1.5 ROAS. And maybe it spends, you know, 70% of the budget to this one 30% of this one,

10% of this one today, maybe tomorrow it splits it up evenly, maybe the other day it’s flip-flopped, but it basically optimizes in real time. And you give it that, that budget be like, I don’t care how you spend it. I’m just trying to get the most amount of money. Cause I’m pretty sure all of this stuff is going to work.

So here’s a big budget. Spend it as you want optimize for my minimum ROAS. And I’m not testing anything. I’m just trying to get in and out and make money. So that’s when you start and you’re doing testing, I would focus on using ABO when you haven’t figured out, I would use CBO. And if you are, want to do a test and you know,

sometimes I do a test with CBO and it pushes most of the budget to one ad set for because of the creative or because of the targeting that usually just tells me that that’s the winning ad set. Like Facebook’s at the end of the day, like Facebook’s trying to give, give you what you want. So if it starts spending majority of the money to,

to this ad set, cause it says it’s a CBO campaign. It’s probably because that ad sets winning spot because it’s the best targeting, best creative, whatever it is. So yes, I would say like standard ABO for testing CBO, if you are trying to really, you understand that your tests are done, you you’re happy with your results. You look to get more scale.

Then I would start using CBO. Yeah. I Le hieros harrows is a really good move, but it is expensive. You would expect it to be at minimum $350 a month if they, and basically why harrows is great is because you can differentiate your real data versus your Facebook data. I’ll show you an example of that. Why hieros is powerful. Let me see.

Here’s the reason why, how powerful. So I have hire us on this client and I’m going to look at a campaign real quick and let’s look at the last 30 days. Cool. So the last 30 days, this campaign is 77 purchases. According to Facebook. Now my hero’s data is showing up right now. So I connected hieros to this account.

I paid for hieros and hieros tracks the actual real revenue data while why is this so weird? Facebook is just doing the best it can because right now everyone knows Facebook is losing lots of data. So for example, here’s the differences I’m seeing here. I don’t know why this is glitching out. Okay, this should work. So here’s why ours is a smart move.

If you are running things at scale and you have things kind of figured out and you want it to us real work. So here we have unique sales. Facebook says we have 41 hiero says 73 hieros is correct. Facebook is not correct. It is hieros is what it is doing. It is tracking based on your Shopify store and not based on Facebook data in order to Facebook,

to understand if someone purchases basically it’s because of cookie fires in their browser. And that cookie tells Facebook that this person purchased that doesn’t work anymore too well, because apple I-phones now allow people to opt out of tracking. So when you open up your Facebook app, the first time using an apple iPhone, it says, do you allow this app to track?

And it says allowed to track or ask not to track most people. If you ask them, if they want to be tracked by their iPhone or not. They’re probably going to say no, because you don’t want to be. They like the privacy. So Facebook out of the 73 purses, Facebook only got 41 of those people, which means those people could be opting out of tracking.

They could be using an ad blocker. They could be using a specific browser. Pretty soon, Google Chrome is going to be doing this as well. And also that even if they do get those, those purchases into Facebook, it could take up to three days for them to get there. So here’s why you need IROs at a certain point because when I’m spending 15 K in the last 30 days,

I need to understand if this has 27 or if it has 35, if it has 73, if it has 41, its both over-reporting and under-reporting at the same time. So this campaign looks like it’s doing way better than this one, right? $150 CPA versus $220, $2 CPA. However, we see that the actual row ass, every time we spend a dollar on this campaign,

we make 84 cents. Every time we spend a dollar on this game campaign, we make a dollar 51. And the way we can see that differentiates is Facebook says this campaign has a 0.7 row ask when it actually has a 1.5, it’s like 50% off, 55 0. While this one says it has an 85, it’s actually an 84. This campaign is actually a lot more accurate than this one.

However, we can see that no matter what, it’s way off this one says it has a 0.25. This has a 0.9, four. It’s just all over the place. And Facebook is not trying to solve, like they’re trying to solve this. They’re not going to be able to solve it for a very long time. It’s not like it’s just going to be flipping this.

This has been since I think June and it’s getting worse and worse over time before it’s getting better. So hieros allows you to see how you’re really doing, see exactly how your ad sets are doing and exactly how your ads are doing. It tells you on the ad level to what the exact row asses. So you could say, if you had five different ads here,

you could see how much revenue was really generated from each one of those ads, without just assuming Facebook’s tracking correctly. Cause clearly we see there’s a 50% data loss and this client is one of the most tech savvy clients I’ve ever worked with. They’re tracking and everything is buttoned up a trillion percent. Like they’ve doubled check, test, purchased everything front and back a hundred times.

And we’re still seeing 50% up to 50% data loss. So I don’t even look at these numbers really like now that I have hieros I look at the link, click through rate, which is a, the most important thing. Anyway. And then you look at, you look at the high-risk data. If you don’t have hieros, you have to rely on the Facebook data,

but you have to just understand, like it could be off. It could be off like this. I mean, at least, I mean it’s off, but at least this one’s pretty close. So you just don’t know it’s it’s hit or miss. We can see exactly, you know this as a higher click through rate than this, it has more sales.

It has more purchases. So how do you do better on your Facebook ads? You get higher click-through rates. How do you get higher click through rates? You you’ve run better. You run different creative. Here’s the difference. These are creatives are these creatives that are getting us these awesome ROAS. These are videos of people talking about the products. When people see the thumbnail of this,

these thumbnails, right? It doesn’t look like an ad. It looks like a person. Do I know this person? Is it my mom? Is it my sister? Is it someone I went to high school with? I’m automatically not discrediting this as an ad by just looking at it because what they see first is the thumbnail right now that they’ve understood that this is something they want to watch subconsciously.

They don’t even realize they’re making this decision, but they watch the ad. Now it’s selling the actual product. Favorite dress. It’d be for the first time in five years with visceral three And it sells the product. It talks about the problems that it’s from real people, a testimonial. So that’s type of creative. That works well to look at the ad that has a low click through rate.

The main difference we’ll see is that we are using stock photos and stuff that doesn’t look necessarily like something. Some are really posts. It looks like stuff that is stock photos with lots of marketing material on it which does work sometimes, but as we can see, like we say, like, what works better? Like we can see what works better. Doesn’t mean that these won’t work,

but I can guarantee you if I continue to run these, I’ll continue to keep getting a 0.8, four row ass. If I’m lucky, if I continue to invest in creative, like this I’ll be in good shape. So we just gotta be focusing on that creative, like constantly at the end of the day, that page I’m sending traffic to as an awesome conversion rate.

So the main difference between people buying or not buying is whether the creative has made them excited to buy and check it out. That’s that’s like the main difference. And so luckily for you guys, most of you guys at BGS work on your store, so they’re already going to have an awesome conversion rates are already going to have beautiful pages. They’re already going to do that.

So like when you’re focusing on, what’s not working, we focus on the creative. So how, how is hieros tracking better than Facebook? Facebook has enough money to figure it out. I would think, I would think so too. They, they, they, I told my Facebook rep about IROs and he was like, kind of blown away. Facebook.

The reason why it’s different is because it’s completely tracking two different things. Facebook, what happens is you put a pixel on your site, a piece of code on your site, and then someone clicks the ad. They go to your site, they get cookied. You put a pixel on the thank you page. After someone buys something on your store. If this person clicks an ad,

they get cookied. They go to the thank you page. That means they bought because they can only get to this. Thank you page. If they buy, then Facebook takes that data and sends it back to Facebook. And they say, this person bought because they made it to the thank you page. You put your purchase pixel here. That means someone purchased that goes here.

Now the problem is apple I-phones and all these devices are blocking tracking, which means those cookies do not fire. The pixels do not fire. You cannot cookie anybody. So someone clicks your ad. Facebook never knows about it. So it makes it the purchase. Facebook never knows about it. That money is still going to go to your Shopify, but Facebook’s never going to be able to say,

oh, that’s, that’s a, that’s a Nick. He bought this from this profile. We cook them all the way through and made the purchase. So why hieros works, but hieros does is it adds a script to your ad so that when someone clicks it, it signs a click ID, which that click ID stays through the purchase. And when someone buys on Shopify that click ID gets carried over.

And when they can assign that click ID would the initial first click, they can see this much revenue from Shopify and this much revenue, this much spend in Facebook and they can connect that and then show it to you in hieros. Facebook never knows about it. Facebook has nothing to do with hieros. Shopify is sending the conversion data to heroes. Facebook is,

and then hieros is pulling the last click from the Facebook ad. And then they’re just connecting those two things together in a database, and they’re showing it to you. So I can’t go into hieros and make any changes. All I can do is view the real data and then go into Facebook and make changes. But hieros does allow you to overlay the data,

just like I showed you with a Chrome extension. Facebook doesn’t even know about that. That’s just a Chrome extension. That’s just showing the hieros data and connecting all the dots in the ecosystem and just displaying you the real data. So the problem is, is that I have this, this, let me show you my screen one more time. So the problem is I have these three,

these three campaigns, right? Three ad sets, and Facebook thinks this one’s doing great Facebook things. This one’s doing poorly, where clearly it’s the other way around, but Facebook is optimizing based on this data. We’re optimizing based on this data. So until Facebook and find a way to get this data, it’s going to continue to be a huge, huge problem.

And it’s just something that we gotta, you know, push, push through and, and hope, hope to figure it out. Facebook is been pretty like silent about this whole, whole thing. And most advertisers like, unless you’re spending money on a certain scale, you don’t really even notice it because the difference between two purchases or three purchases, isn’t the biggest deal.

But when it’s 71 versus 40, it becomes a much bigger deal. So the columns you’re looking at hieros and just ROAS and Excelsius, I can have whatever columns I want that though. I can add CPA. I can add tons of different columns. There’s whatever columns you want. Those are the main two I use because that’s all I really care about is how many unique sales and how many what’s the what’s the daily ROAS.

What’s the row as today, was it row asked this week? It sounds something dropping below a one row ass. If it gets like a 0.9, then I say, I’m going to do something else because you’re losing money at this point. So pixels are still important. Yes, because you need the, the campaigns still need something to optimize offer, right?

But the data Facebook is getting less and less data. If you don’t have a pixel, it will get no date. And if you get no data, you’re never going to be able to make it work. Right now, we can get as much data as we can with the pixel also turning on service side conversions so that the data can also come from Shopify can as well come from the pixel.

That’s still not going to solve if people opt out of tracking, but at least you can get more data and that’s going to help the campaigns optimize. And it helps the, the campaigns and the ads find more people like this person, more people like this person. And then this person buys me. If I’m more people like this person, that’s what the pixel is doing is just getting a lot less data,

which is why it’s being less and less effective over time. Which is why all of us are saying like, oh six months ago, we were doing great on ads. And now it’s not working anymore as well. It’s not working. It keeps getting worse. It’s cause it’s, Facebook’s getting so much less data. And then on top of that, your results are also wrong because that data never gets to Facebook.

So they can’t even report on a lot of data. So a lot of times what Facebook does is they guess, and they will literally guess, and they’ll add conversions to your campaigns that are not true. And that’s why just showed you that call and where you can see like Facebook is lying. They say this 45 purchases. There’s actually only 30. It says there’s only 40 is actually 70 it’s because Facebook is doing its best.

And they’re trying to do the best with the situation they were given. But this like rug was pulled out from them. Like they had like six months notice that this was going to happen. And then they didn’t even know what the prompt was going to look like. No one knew what apple was actually going to do, but you got to figure 90%,

89% of all of Facebook’s traffic’s on mobile devices. Right. Then you got to figure 50% of those people are probably on iPhones. So you gotta figure that’s 50% of the entire 90% of traffic on Facebook is, is on I-phones. And then how many percent of those people are opting out of tracking. So let’s say 90% of the entire population is more on mobile,

on Facebook. And then half of them is on I-phones and then have them, or opt me out of tracking. And that’s how you lose 30% of your data right there. And there’s nothing we can do about it. But what hieros does is it allows us to get real data, the real, real, real data. It’s only going to be off at most 10%.

Usually if it’s set up correctly and then you can make your optimizing decisions on Facebook based on how much money they’re actually making and Shopify, you can see the money you’re making. You can see, Hey, we spent a hundred dollars in ads and we made $500, but you don’t know, Shopify doesn’t know which ad an ad set was responsible for it.

And that’s what hieros does it bridges that gap because Facebook can’t can’t do it as well anymore. So pixels are still important. Cool. Well, that was a lot. I feel like we covered a lot of stuff today. Hopefully you guys learned some stuff and we’ll just keep pushing forward. I’ll keep, keep an eye on everything on my end and what’s going on in the industry and keep you guys up to date with any news I see about this and maybe Facebook buys hieros someday.

That’d be amazing because then we could all go back to running Facebook ads and enjoying it and having a good time. So have a good one guys. Yeah. Talk to you guys next week. Have a great weekend. You’re welcome. Have a good one.