I heard, everyone’s been saying, you know, Facebook was down for an entire day and that was the first day that, that mercury mercury in retrograde and everyone saying that all these tech problems are, are based on the stars. I blame it on them. Tim. How’s everybody doing? Got a couple people jumping in. We got four how’s everyone’s week going,

Hey, Hey, Hey, sorry about the delay. I’ve you guys missed it. I went to start the meeting and then my zooms was like, do you want to update available? You want to update? And I accidentally hit yes, instinctively. And then that was like, that’s not what I want to do. And it took like two minutes and I apologize,

but great to see all of you. I’m going to jump in quick and just see if there’s any questions submitted and then we’ll just dive in. Okay. I don’t really think there’s too much new stuff submitted. Nope. There’s no new questions submitted so we can just jump right in. So it was only a handful of us on the call right now.

So I wanted to start off with potentially just a quick Q and a, if anybody had any questions that they wanted to ask about anything in regards to Facebook or Facebook ads, or if there’s anything specifically, you want to jump on the call to get support with, we can just start there and, and dive right in. So if there is just throw it in the chat or I can promote you to a panelist and you can,

you can share a screen. If you’d like, if not, then I can go into some sort of training or something, really just whatever whatever’s most useful for you guys in your, in your time. I want to make sure that I provide as much value as I can today for you. And we’ll just see if there’s a couple of minutes, if anyone else jumps in.

So personally, Charles I. Charles asked, I think I’ve asked before, have you had any luck advertising sell non-tech doc? I haven’t. I do know people who are advertising like fitness supplements, not necessarily like health supplement, but like things like whey protein and things like that, advertising on Tik TOK. However, when you say any locker success, it can be very hit or miss on Tik TOK,

just because specifically the creative needs to like be very formatted in the tech talk format. And then also their algorithms isn’t advanced as Facebooks and YouTube and these other platforms that you can advertise on and they don’t have the best conversion tracking right now. The pros to take TOK advertising is the CPMs are incredibly cheap right now. They are going up. But I mean,

you got to figure it just a few months ago. There were, there were, you know, pennies for CPMs, and now they are at the absolute, you know, compared to Facebook or looking at like 30, $40 CPMs. And with talk, you can get your CPMs down to two, maybe, you know, 10 cents, your CPMs, 20 cents,

your CPMs, less than a dollar, which is, which is awesome, which means you’re able to reach it a lot. A lot of people. However, that being said, it’s not always the best for direct response and for conversions and econ. Good news is that, is that the reason why it’s kind of behind the schedule right now is because take talk is specifically working on their own e-commerce platforms so that people are ticked off.

You’re gonna be able to sell things directly through Tik TOK. They’re not going to have to leave and go through to a website. So if you think about right now with Instagram, you can buy something on Instagram without having to go to a website. People can make posts and tag items from a store and they can buy directly through Instagram using if it’s an iPhone,

they can use like their saved address and apple pay and just, you know, double click their face ID and can buy something, place an order without having to ever leave the platform. So to talk about it right now is working on that. I don’t know how far away that is, but that’s kind of why they haven’t been focusing super hard with people like us,

with people who are running e-commerce commerce offers why there’s not a lot of support for us. Why there isn’t the best results. You don’t hear people really doing amazing e-commerce sales necessarily on Tik TOK, or at least it’s very rare is because of that, because take talks kind of waiting to where they can have more control and they can kind of be the merchant processor for all those transactions instead of sending people shop fires and people at these places.

So I know it’s going to come soon and it’s going to get better over time. As you talk is working very hard on their advertising platform, but it’s also right now super short-staffed and there’s not a lot of support, so I’m not getting things approved. I’ve, I’ve definitely heard that in the space as well. So what I’ve heard is what works really good is running ads for potential giveaways or lead gen or things like that,

where you can get a ton of Results for very cheap, you know, entering a contest, running a contest, to be able to get your, your sample, you know, the supplements at a or free supplements or things like that could work really well. I know people who are doing lead gen for like colleges, so like advertising college programs, let’s say like,

you take that must have been on Tik TOK, like video gaming, right? So like a college could run a video game course lead gen to that, to kids who may be interested in going to college for, for view game development. And that, that works really well on tectonics. So I haven’t had a ton of success on it personally, and I’ve heard the people having the same problems that you’re having.

So you’re not alone there at all. Did you<inaudible> any other questions? If not, then I can jump into some, some ideas, some screen sharing and some stuff I’m seeing in the, in the industry these days, man, it’s like today, like only a only four people must be. I see everyone’s everyone’s ready for the weekend. Cool.

Well, good news is we are going into Q4, which is a blessing and a curse for us. Okay. So Q4 is great for us because people are really in the bind men count, people love to spend money when people are, are in, you know, post Halloween going into the holiday shopping season, people are in the buying mentality. People are ready to spend money.

People kind of have that credit card ready for something that catches their eye for a gift for themselves or gift for a friend or family member. So we see the most amount of volume going into Q4 of on Shopify stores for e-commerce products. The problem is also that because it is the like main window where people buy things and we have all this extra volume,

that means that all the heavy hitters come into the space as well. So you have, you know, huge whales of companies like best buy Walmart, buying up just tons of inventory of ads, because it’s their biggest time of the year as far as profit generation as well. So what that does is it increases scarcity of, of the inventory. When you think about inventory,

we’ve got to think about inventory of ad placement. So however many people are on Facebook that are in your demographic. All of them have a newsfeed and there is a specific inventory on their newsfeed of how many ads can be on their newsfeed. And you have all these extra advertisers who haven’t been advertising very heavily potentially all year, or maybe at all, people will the Git create businesses and create advertising strategies just for Q4.

So you have a lot of people who are just starting to advertise and ready to spend millions of dollars over the next few months, just to take advantage of black Friday Q4 holiday season. So that gives us a couple of challenges. It’s great. You know, we’re, we are going to see some great results and hopefully we’ll all see an uptick in sales,

but it also creates a situation for us where we are CPMs are going to go up. So the cost of reach a thousand people on Facebook is going to go up. It’s going to continue to go up until past black Friday and then I’ll come down a little bit and then it’s still going to be high. And then we see a massive, massive drop at the first couple of right after Christmas.

So December 26th and two, the first second week of January. So that kind of three week period is what we call two-five two-five is massive, massive opportunity because you five is when most of the heavy hitters drop out of advertising. And you have people who are post holidays who are kind of in that new year mindset. So if you have a product or a service that could be geared towards health and wellness or self-improvement things like that,

two five is a huge, huge opportunity for you because CPMs are at record lows of their lowest. They’ll be almost all year. And then you also have this different other buyer mentality for the marketplace. So Charles you selling supplements, you know, obviously Q4 is going to be big for you, but then<inaudible> should also could also be huge for you.

So always just prepping, like what’s my plan for Q five and be thinking about that, cause you five is, is a massive opportunity. So thinking about if you do some type of sale, some type of promotion, or you just are preparing with some really, really, really strong creative for that push specifically, then one of the benefits of<inaudible> is the CPMs being low is that you can run video ads,

which normally have much higher CPMs, but you’ll be actually getting a discount on those CPMs. So video ads obviously convert at a higher percentage than static image ads and carousel ads and our ad types. It’s just part of, it’s just, you know, psychology. So being able to run video ads at cheaper prices during Q five is a huge, huge advantage for a lot of people.

So that’s kind of what we do over here at thought too, is we’re planning, not only, you know, black Friday Q4 for our clients, but a lot of our clients are in the health and wellness and self-development space. So we are already planning what we’re gonna do for Q4, for them. As far as creative, knowing that the CPMs are going to be potentially cheaper,

knowing that we have all these advantages potentially lined up for us. So that’s something that’s always good to keep in mind and start prepping for. Now, it’s going to be here before we know it, or only what is it? 25, 30, 50 or 75 days away from Christmas. And we’re only about, you know, almost a month away from black Friday. So if you don’t have your black Friday,

everything planned out what you’re going to do for it, I would recommend starting to do it. Now I’d say you’re already running late compared to a lot of advertisers who are planning their black Friday stuff now traded their planning, angles. They’re planning their promotions. They’re getting things lined up their email campaigns, everything that goes into a big e-commerce launch for black Friday,

they are they’re working on it now. And they allowed them, we’ll start advertising black Friday stuff beginning of November, or sometimes even the end of October. And they’ll just do black Friday stuff all month. And then they do cyber Monday week that week after it. And then the rest of it’s all kind of holiday holiday ads until the shipping time kind of ends where they can’t ship their product anymore in December.

So that’s when we start really focusing on Q five. So I would definitely have that. Like your guys’ radar is up for that. If you’re planning on doing something for black Friday for two five, start thinking about that, now start planning for it. Now you’ll be much better off in the long run. So something I wanted to kind of go over a little strategy that we’ve been seeing specifically,

as far as me buying goes and Facebook ads goes something that we’ve been seeing work well, we were giving out account, I’ll share my screen. We can go over a couple of couple of things. So, okay. So I’m going to do a quick rundown on my account. I’m running this account is that scale. It’s spending lots of money and this client specifically are running supplement health wellness supplements for our gut health.

And one of the main things to understand with this client is that they are okay breaking even on the front end. So when you get big enough of an advertising, you know, when the scope of your advertising is big enough, you can almost break even on the front end because you have such a strong business model with something like this, which is supplements that you know,

that people are willing to buy a second order, a third order eat. They have a lifetime value dialed in so strong with their email marketing and there were pre customer rate and their continuity and there’s subscriptions that they can break even on the front end. So our goal is to break even, and spend as much money on the front end as we can,

to be able to acquire as many customers at a breakeven as we can, because the more customers we acquire at a break, even the more, you know, you gotta think about like 90 day liquidity until those customers become profitable because that second order third order. And then they, we also have, you know, upsell flows and the funnels as well.

So basically on the front end, we’re looking to breakeven. So that’s just one caveat to discount. But the way I have it set up is I’m doing a lot of pretty open targeting for me. This works because this time has had thousands and thousands and thousands of orders. They have thousands and thousands of purchase events on their pixel, which means that their pixel is incredibly smart and understands who the target buyer is.

Target demographic is. And we don’t have to worry too much about what lookalikes we use, what interest targeting and stuff we use. I still use it, but it’s definitely more broad. The audiences are very large. So how I break it out is I have a very unique naming structures with everything I run specifically. If we talk about the first thing,

my name is structure is going to be what product we’re running. The second thing is going to be what landing page we’re using because we have multiple landing pages for different, for the same products that we are testing. So 1989 is different than 1990. This TOF that determines what type of ad it is. So TOF needs the top of funnel campaign needs.

It’s going to people who have never heard about the product or service before. The next thing we see in our naming convention is what we are targeting, what geo areas. So I run campaigns that are worldwide, not just all worldwide do I do exclude certain countries. I exclude like a lot of third world countries. I exclude countries that have high return rates.

I’ll also exclude countries that have history of bot farming, where they get like bots just by clicks. For whatever reason. I also exclude countries that have weird custom laws where like, if we ship supplements to these countries, customs will just destroy the order. We’ll never get to the person and we have to refund it anyway. So those all go into running a worldwide campaign,

but the benefit of running a worldwide campaign is particularly, it’s going to be really, really cheap. Look here on some of these. We can get a $14 CPM on a worldwide campaign while potentially a USA campaign. We might have an $80 CPM at the same at the same time. So depending on what you’re running, you can get much cheaper CPMs as Google.

These cost per clicks. You know, it’s a dollar 53 to get a click to the United States, but some of these worldwide countries that do become customers, if you know, clicks for one third, the price and conversion. So what I want to do is I’ll look at like last month and I’ll show you some of the breakdowns of what that geo area looks like.

So I want to do this. I’m going to add last month and then just going to put TLS in my search bar so that we’re only looking at kind of our top of funnel campaigns. And then I’m going to serve by announced spend so we can see how much money we spend based on different geo areas. So this worldwide campaign we’re able to spend 25 grand on this one campaign in September.

And the CPMs on this campaign were only $15, which means we’re being charged $15 to reach a thousand people in the United States. It was about double that. And then if you look at some other of other countries that the CPMs vary based on the creative we use based on the lady page we use, but you can see in general, worldwide campaigns have very cheaper CPMs just because there’s less people advertising there and there’s less competition and there’s more inventories.

So we talked about the beginning of the call. There’s more inventory in these areas. So that being said, we also see slightly lower click-through rates though in these worldwide countries, just because it’s not always the exact demographic and the pixel doesn’t know necessarily how to advertise in some of these other countries like it does in the United States. So all that being said,

we are able to do this because our click through rates are so high. You know, we can get click-through rates at scale at 2%, 3%. This is what it takes to be able to compete in the modern day. Advertising landscape is having creative, that has clicked the rates this high, and being able to advertise balance your CPM so that you can get CPMs at a price where it’s it’s,

you’re capable of advertising. So you think about it. It’s a big, long math equation, right? CPMs, I’m gonna trace with charging you, your click through rate is, you know, when these reach a thousand people, Facebook charges us $15 to reach a thousand people. One per 1.7, 8% of those people we reach are going to click the ad and go to the landing page.

And then what’s your conversion rate and your landing page, your conversion rate landing page is 1%, 2%, 3%. Then you can figure out the exact math of how, what your click through rate needs to be to be profitable, what your CPM needs to be to be profitable and whatnot. So any one of these things improves and it drastically improves the campaign.

If our click-through rate gets higher, then we’re getting more people in traffic. And if the conversion rate stays the same, then those people convert. If our conversion rate goes up because we’re doing optimizing the landing page, then that, you know, our picture, it could hypothetically even go down and we could still have more success because the traffic we are sending is converting at a higher percentage.

And it all goes into click through the cost per click, you know, that the higher CPM and the lower click through rate, the higher the click and the cost per click is the lower, the CPM and the hierarchal rate, the lower cost per click is. So this cost per link, like this really, really, really important. So when we look at specifically into a campaign like this,

we can see that this campaign is running out a 0.9, seven or us. Like I said, we’re trying to really hit close to breaking even. And when we look in the specific ad sets of it, when I ran the ad sets, I tested an ad set. That was basically a ton of fast food interests. And we look at high-risk specifically,

we can see that this campaign was reporting a 1.02 row S is actually 1.05. We’re actually pretty accurate there. This one set a 0.8, nine. We were at a 0.91 pretty accurate there, but this one said a 1.14 when it was actually a seven. So we see that there is still major differentiators, differentiators, and Facebook is still misreporting. So,

which is why I use these high-risk data to really get this values accurately. But when we look at here, we see that they’re reporting that we had a total of 149 conversions. We actually had 1 24. So Facebook over reported about 25 conversions last month, which you know, is the difference between us being profitable or not being from 4.98. Like I’ll take that.

We’re really, really close the way this works is if I can buy as much media as I can on the top of funnel at a 0.98, then that means all my remarketing ads, which my remarketing ads are targeting people who visited the site. And by people, I had the card didn’t by people who engage in the essence by people who watched 75% of our ads.

Didn’t buy. You got to think about all those different audiences that are remarketing audiences, those all convert at a much higher rates. So those people are aware of the product they’ve been informed. They’ve at least looked at the landing page. So let’s say we get a two row ass on all of that. It’s at a much lower scale, right? But let’s say we spent,

you know, $5,000 a day at a two row ass, and we’re spending $20,000 a day at a breakeven. That means that the $20,000 a day at a break, even it’s a wash, but we’re out, we’re at the, you know, spending, you know, 10 kid at five K a day at a two row asset, which means we’re making five K a day in net profit,

but we would never be able to make that 5k from our remarketing, unless we’re buying enough ads at scale, at a break, even to be able to fill that audience with enough people to spend five Ks. So I need to get certain amount of ad cards, certain amount of page visitors that day to be able to do remarketing, which has a very high row S you know,

two row essence scale, while we have to run as a lot of media at a break, even to be able to fill up those audiences. So you see, this is kind of what I’m doing. So this one, you know, it’s, it got five sales it’s spent about a brand. I killed it, these two perform well. So I continue to let those run over time and optimize.

And then eventually they got to a point where, you know, these are close enough that I’m going to pause them and try something new, just because we were probably trending, starting to trend downwards. But yeah, this is just one example of, of what it looks like to run something at scale this size. When we look at the specific ad sets,

sorry, the ads, I wrote a lot of dynamic ads because I find it very easy to manage because I can optimize everything at the ad set level. So a dynamic ad is an ad that under the ad set level, you can turn on it’s right here. It says dynamic creatives. You can turn that on. And in a specific ad, these ads are pretty ridiculous to say,

no, it’s about that house, but these, you can add multiple creatives and you can add multiple primary tax and multiple headlines. And that way, these are all trot tested, tried and true headlines for many texts and creative. So I couldn’t make each one of these individual ad, but I like running it as a dynamic because that way it’s only one ad that’s running and Facebook mix and matches those combinations of creative ad copy and headlines.

And I only have to worry about these three ad sets because there’s only one ad in each ad set. So I really don’t even have to look at the ad level when I go into two optimizations. So last month I ran a ton of top of funnel and campaigns testing, all different things, trying to find these breakeven RAICES. Sometimes I hit him.

Sometimes I miss him. But what this allows me to do is be able to run remarketing ads. And then hopefully those remarketing ads can get a, you know, that, that break even to profitable grow as to where the end of the month, the entire campaigns can be either a little bit profitable or break, even because they know that their lifetime value is so strong that their backend is so strong that they are going to generate,

you know, a few hundred thousand dollars a month just from recurring subscriptions, from emails, from just generic organic results to their store, because we’re, we’re buying so much traffic on Facebook that we’re truly building up the, the, the knowledge awareness of the product base. And we’re building up the, the overall customer base that are going to buy potentially byproducts from these,

this company again and again, and again, you know, when you start buying a supplement, you are just going to do one bottle and then stop you, you know, you’re going to have to buy that second or third order. And they’re really good at reminding people. Every 30 days, you remind them like salad by mortar, you know, email marketing.

So that brings us to the next phase of this account, which would be our middle of funnel, which we look at our middle of funnel campaign of last month was this one. And it says, you know, $200 cost per result, but that’s also Facebook. And this reporting even CRF CPMs for a middle of funnel is a little bit of expensive that’s because at our middle of funnel,

what we’re doing is we’re doing our first level of remarketing. So we look in here and we look at the amount spent, and we look at our ad sets. We can see the cost of CPMs, the click through rates about the same, a little bit lower in some cases, a row asses. But we know for a fact that these are not right.

So when we load our hieros data, we will see what that looks. Some, hopefully it actually lives. Here you go. We will sort by amount spent. So you gonna see like, I D I discovered kind of a winner soon on, and then that helped me to determine what I wanted to do next. Okay. So here, you know,

Facebook’s has been 43 purchases at a $204 CPA. I know for a fact, that’s not true once this data loads, we’ll be able to see that whenever it’s ready, there we go. So we see that I had some winners, some losers, some of these had a 0.9, eight row S some of them had a little row ass, but this main one we found had a 1.58.

So every time we, we spend a dollar on ads, we made a dollar 58 on ads. So my goal that month was suspend as much as I could. So I spent $8,000 at a 1.5, eight row. It means we made about, you know, maybe $5,000 net profit at the end of the month from these campaigns, because it was more than a breakeven.

And then on top of that, we figure that these ads were a little bit different. So when we look at these specific ads for our middle of funnel, what I am targeting is let me show you exactly what I’m targeting in this middle of funnel campaign that worked so well. I’m going to turn up, hire us just to everything loads, a lot faster.

We know the row S is completely different. Also. We can see here that there was 73 unique sales, not 43. So that’s why he can’t trust Facebook’s data. It was almost 50% off right here. Yes. Let me turn off. Hieros just so that we can load everything faster. When we look into this ads specifically, we have, we have targeting our site visitors from the last 30 days,

actually last 90 days of site visitors. I like to have a big audience as big of an audience as possible. So we have our site visitors of the last 90 days. We also have our engagers. So people who have engaged with the Facebook page. So the Facebook pages were running ads. You got to figure, we’re getting hundreds of thousands of impressions a day.

So anyone who comments like shares, shares, whatever reason they, people will comment on your ads. Those people I want to continue to engage with because they showed some form of interest in the ad. And with these ads, I’m still running full price ads. Like I’m not giving them a discount or anything like that, but these are just people who have engaged with the website,

engage with a Facebook page. And what I’m doing is I am excluding anyone who added a product to a cart or checked out or purchased that way. I know these people have engaged, shown interest in the product, but they have not bought it. They have not had a cart and they have not initiated checkout. Anything like that. I also am excluding visitors of other products since this is for a specific product.

Since we were advertising multiple products, I want to exclude people who visited product B because I’m advertising product. Other than that, I leave everything wide open. Like I don’t worry about male, female. I don’t worry about demographic because I’m only showing ads to people who are in these audiences. So there are people who have already advertised to. So on my top of funnel campaigns,

I make sure like my demographic data is in there that way, when I’m reaching people on my top of funnel, you know, it’s going to be mostly males, females, age 45 and up, but my middle of funnel can stay wide open. I don’t have to put male female age 45 and up because there are only going to be in these audiences if they’ve visited the store or something like that.

And they’re probably in that age, demographic, this is important because this allows us to get the cheapest tickets possible. For more restrictions, you add to this ad set, as far as age, gender, blah, blah, blah, the higher the CPM. So it says, I know this is already a very, very highly targeted group of people,

because there are specific people who visited the website. I don’t have to worry about all of that, which helps a ton. And what I did with this campaign is I optimized for value, which so I’m optimizing for how much money people are ending. And I optimize for a minimum row as a 0.9. The reason I do 0.9 is because as you can see Facebook under reports like crazy.

So if Facebook is trying to get to a 0.9, it means that we’re probably being a 0.1 0.4, 1.5, like this optimizing on a 0.9 actually gives us a 1.5 with real data because Facebook under report so much. So that didn’t tell going into the last is the ads of this. So with this, I do more testimonials, which is video ads of people talking about the products,

which normally you saw where my top of funnel ads are. These are completely different. So these are people talking about their experience using the product, right? Testimonial we’ve all seen before. But the important thing is I advertise also that it’s a discount. Now, this being said, this is a marketing tactic. I’m not giving them a discount code for something that could be 3% off naturally on the landing page,

the products are marketed as 53% off. So normally you, if you buy one product, it’s $50. If you buy a four-pack of the product, we give you 53% off at that point. So saying something that’s pretty 3% off, is them going to it and saying, if they buy four, they get the product 30% off, which is entirely legal fine to do.

It’s more of a marketing tool to be able to get people actually to click again and be reengaged. So we run a testimonial. I also run this as a tall rectangle because on 90% of Facebook, traffic is on mobile devices. This tall rectangle is going to take up pretty much the entire news feed. So if you look at someone’s phone, you have figured this ad is going to take up like 90% of the screen,

where if it was a YouTube size, it would only be, you know, potentially, you know, like two inches of the screen where this tall rectangle is going to be like, I think so when they’re scrolling, it’s very hard to miss, right? It’s right there. It’s taking up your entire screen. Same thing dynamic. I have a bunch of good testimonials,

a bunch of different ad copies and punches of it, headlines to test. And that’s my, my mill funnel. Also my middle of funnel. I use the shop now call to action. Normally I would use learn more on my top of funnel because I’m trying to get people interested in the product by middle of funnel. I use shop now as the call to action,

because I’m actually wanting them to take action. I say things like say 53%. I say free priority shipping is available. Things like that. So that is my middle of funnel. And then the last thing I’m gonna we’ll, we’ll go over is our bottom of all campaigns for this account. So bottom fall campaigns are where we do actually offer a discount.

So we have one that’s our bottom of funnel, BOGO, which element funnel BOGO account is specifically targeting people who have those are the wrong one. Let me bring up. I was testing lots of ingredients, but specifically aim. That’s not the right one either. Give me two seconds. This one. Cool. So this one specifically is to only the people who added to cart and initiated checkout.

So here we see, add to cart. 30 days initiated checkout 30 days and that’s it. And then we are excluding all of our buyers of the product. Same thing. I can leave this wide open as long as I’m using that audience. But anyways, these ads are completely different. So these ads are specifically offering the product, buy one, get one free.

So we’re saying claim your free bottles today. So the product is bound to and free only to people who added to cart and never bought. So what we do is we have a completely separate funnel, completely separate landing page that offers the product, buy one, get one free. So we have a specific BOGO page and this offer only gets shown to people who added the car ending by same thing,

shop now called Nashik. And this has a, a really high, a really high conversion rate. And we get really good RO astronauts as well. We get about two row ads from this, even though we’re giving them free bottles, just because it’s such a hyper-targeted audience and it’s kind of a no brainer for them. So these also under reports like crazy,

I won’t turn hydros on, but I’m sure the numbers are about double we’re getting conversions for about $45. The average person is spending about a hundred, $120 on the order. So that averages out to be about a two us here. So as you can see, like the middle of funnels, 1.5 row as the bottle for all the two row SPS,

blend that together at about a 1.75 ROS on our album, our marketing, if we can get all of our cold traffic to break, even all of our top of funnel cake pans to break even. And that’s how we make this work. And we spend, you know, this account we spent, I think, I think we wrote about five accounts for this brand,

but this account specifically, just on bottom of funnel, we spent 200 grand a account altogether. We spent $1.6 million on this account. So yeah, so that’s kind of the breakdown of how we, we run this account right now. It does change from month to month because advertising Facebook advertising changes from month to month, but this is like the type of ecosystem you should start being able to think about for your business.

If you’re trying to get to a business where you can spend a million dollars a month on Facebook ads and be able to sustain this, this is kind of how I build it out. Yeah. I actually it’s, it’s been 20 accounts at one point, as you can see on here, look at this 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19 20 21, 22, 23 to four to five or 6%. There are 27 ad accounts right now for this brand.

For, they’re not all running, I think right now we probably have probably eight accounts running, but yes, they also run different products, even mine, too. Yep. So these guys spend about, you know, anywhere from 500,000 to a million dollars a month on ads. And I do spend that spread that out across multiple ad accounts, just because spending that much money a month in one ad account is very difficult.

And also because we have multiple products. So I like to break them out by product. Sometimes spending like $5,000 in five different ad accounts versus spending $25,000, you went out account it’s much easier to maintain the consistent results by spreading it out, across multiple ad accounts. The last one is that I didn’t talk about is our loyalty, which is another bottom of fall campaign.

And what this is is pretty much straight forward. Exactly what you see purchase 180 minus purchased 30. What that means is that we were targeting people who bought within the last 180 days. People who purchase the product within the last 180 days, six months who have not purchased it in the last 30 months, 30 days, 30 months, 30 days, same thing,

wide open targeting those cheapest CPMs. You can, we run specific BOGO ads for this as well, but I don’t get one free ads. And we position this as like a friends and family sale. So when someone buys a product, they get removed from all these audiences for 30 days, and then it reminds them like, Hey, you can get 50% off or you can buy one,

get one free tip to buy that second bottle. So that what means, what you mean is a lot of these people they’ll buy one bottle the first time they want to try it. And then 30 days later they’re getting an offer where they bounce when free. So if they liked the product, they’re going to at least get two more or they’re going to get potentially,

you know, I to get two free buy, we also do buy three, get three free. So a lot of people will buy six bottles at that point. And the great thing about this brand is that they’re actually supplements are like 15 days supplies per bottle. So you actually need two bottles to last, a full 30 days, which helps a ton with the marketing of this.

So yeah, that’s kind of the ecosystem we built for this one skew, which is called Visser three, which is a health supplement. And that’s how we build it out. So I want to just challenge you guys to think about this with your specific business. And this is the type of ecosystem you can build. If you notice, like we market differently to top of funnel,

middle of funnel, bottom of funnel and loyalty. And we have different landing pages for each. We have different ads for each of different ad styles for each. And on top of that, I’m testing every single day, testing something new, new creative, adding new creative on a weekly basis. And that’s what moves the needle. The most is changing out the creative.

And that’s the most frustrating thing ever because you just would love to have like, oh, I found an ad that worked. I can run this for months and just do it. But Facebook is really good at identifying people who might buy your product. So there’s going to show the same creative, the same people. And it’s like, definition of being crazy is insanity is doing the same thing over and over again and expecting a different result.

A lot of people when I troubleshoot BGS people’s ad accounts is a little bit of insanity. It’s a little bit of testing running the same stuff over and over again. And just changing out your targeting or changing out your bidding strategy or changing out your budgets or changing out those things that don’t make that much of a difference. The biggest difference is changing your creative,

invest in your creative, invest in a graphic designer, invest in videography, buy a camera, make your own creative. You think about like you tubers, who make, you know, hundreds of thousand dollars a month being professional YouTubers. They have to make edit, launch a new YouTube video every single day because their fan base wants new content. Every day.

We have to be, if you want to get to, to a level, you have to be testing, always testing something new because of two reasons you only have best performing ad you have right now until you’ve tested something that is better than that. And if you’re not testing new stuff, you’ll never discover what’s better than that. And there always, always,

always is going through room for improvement and matter how good your metrics are. They could be better too, because adversity is a thing as he gives a thing. Ad fatigue is when you run the same creative. So often that the same audience has seen it to where they’re, they’re just blind to it. They don’t even care. They they’ve seen it on their feed.

So many times you have zero chance of eventually converting them. And that happens much quicker than you think because the Facebook algorithm is that advanced, even though your audience is, is a few million people on the ad set, it says a few million people. It’s going to show it to the same 10,000 people over and over and over and over and over and over and over and over again.

And so you have to be constantly testing new creative, because maybe this creative we’ve run 500 times worked and all of a sudden it’s not working anymore. But what if you changed that color from blue to yellow? Now, all of a sudden it looks like something new on their feed. And they’re not just going to say forget about it because it looks new.

It’s something new. It’s something they never seen before. Even if it’s very subtle can make a world of difference. So that’s my rant about creative. I always say, cause that’s the one thing I say is like most of the weakest advertisers and the people who show up the most are the ones who are also have the weakest and struggle the most with their creative and Facebook ads is continuing to get more expensive.

It’s continuing to get more challenging. So the people who are investing in the creative are the ones who’s going to, you know, come out the other end and continue to, to succeed on Facebook ads because it is difficult. And I’m giving that in everything. You know, Facebook ads is where it is. We were on YouTube ads. We were on Google ads,

Google display ads. We were on Pinterest ads. We were on Etsy ads for certain brands. We also run some tech doc ads, LinkedIn as another bat. So it really just depends on there’s lots of platforms, not just Facebook might be the only, the only platform for you. There could be other places you could advertise them, have much cheaper CPMs.

You just have to learn and study that platform as much as you learn in say Facebook ads. So that’s why a lot of people come to Sawtooth is because we have a team of eight full, fully trained media buyers and eight assistant media buyers. So full team of 16 people who are masters of these platforms. And then on top of that, besides being masters of the platforms and advertising,

we have a full creative division that is providing our media buyers with the best creative possible. And that’s why we’re able to have success. And that’s why we’re able to scale brands to, you know, a million dollars a month in ad spend is because we have the expertise in the platforms and we have the expertise and the creative, a lot of agencies in our space,

you know, like BGS, they do an amazing job with funnel optimization. They stick to that niche, but a lot of Facebook ads, you can see they’ll sit their niche at Facebook ads and they won’t focus on creative. And really they do that because it’s two different parts of your brain. It’s like the elliptical thought of your brain, the creative side of your brain,

right? There’s two of them. Some people are, are very creative and not that analytical. Some people are very analytical. Not that creative. That’d be a buyers. They’re very analytical people. That’s how we become media buyers is cause you’re really analytical. You’re good at reading data. You’re good at looking at trends. You’re good at analyzing making changes,

but you have to have the other side too. So, you know, our packages has taught you to include creative with every single media buying deal because there’s no point wasting my team’s time on a project where they’re not going to be set up for success and in a lot of agencies and I’m guilty of myself. When I first started my first start at my agency,

we would just immediate buy and we would rely on the clients to send us creative. And it would be creative that either they made or stuff that they threw together or something that’s found, and it makes us look bad because if we can’t get good results and people just think it’s our fault. So I decided to, you know, be somewhat disruptive and,

and, and you know, we focus on the creative as much as we focus on the media buying, because one, you cannot have one without the other. And yeah. So if anyone here ever needs additional help or you’re looking for support with media buying or creative or both, you can reach out to us and we can definitely help you out. We do more focusing mostly on econ right now.

That’s our biggest or having the most success with e-com. So if you need help with any of that, we’ll go into Q4.<inaudible>. Even if it’s just, you want your, your you’re really into doing the ads yourself, but you need help with creative brainstorming ideas, having high quality videos, UGC, static images, the whole, the whole nine,

just let us know. We’d love to help you out. That’s pretty much everything I have today. Does anybody have any questions on any of that? I think everyone’s kind of kind of brain dead. It’s Friday. Everyone’s like this was the long week. I don’t know of anybody else. It felt like a long week. No problem. I’m happy to help.

Well, if there’ll be has any questions, then I think what we’ll do is we will just cut loose a few minutes early, give everyone, you know, 10 minutes of their, their Fridays. You know, a lot of people probably have meetings or calls right after this, including myself. So Tom, to, for a quick bathroom break, grab a bite or drink a water.

But I hope everyone has an, has an awesome weekend. And can’t wait to jump back in next week and I’m sure you guys have been up to so have a great weekend, stay safe and talk to you all very soon.