00:00:08 Oh, Hey. Hey. Hey everybody. We’ll add you here. Gets going. Hey Cole. Hey Krista. Hey Nick. I hope you guys are doing great. How are you guys doing everybody ready for Halloween today? Well, this weekend I’m wearing my Halloween shirt. I love it. Love, love, love. So we’re ready at my house.

00:00:27 I, we have Elsa princess and I’m going to be Cleopatra. And I think my daughter said she was gonna be Cupid. And I think like the other, the boys, their go to and my kids are grown by the way their go to is going to be bumps. Like I think that’s, everybody’s go to, you know, if you don’t have the costume,

00:00:48 a Bob or a zombie, they always turn out to either one of those. So I’ll be fine. I’m at the awkward point where it’s like, I’m, I’m like, I think like in your twenties you were like, really were at a Halloween. You go to parties or maybe go out to the bars and it’s a big thing. And then,

00:01:07 and then you get the pony, you have kids, and then it’s about the kids Halloween. And like, you get back into Halloween because the kids are really into it. But I do have kids I’m in my early thirties and I don’t really love going out, like, you know, partying at bars and stuff just because I get so hung over.

00:01:22 It’s not worth it. It’s like, I don’t know how to celebrate it. Cause, cause it’s so I just, you know, we talked about just eating candy and watch scary movies. And, and the big thing here is I get to go to Halloween horror nights at universal studios. Cause I live in Orlando. So that’s always a lot of fun.

00:01:42 I do that every year. And that’s like, yeah, the older you get, the harder it is to, to have to drink. When I was in my twenties, we were going out every weekend, doing something every weekend that involved getting drunk. And now in my thirties, like I have, I have one too many and it’s, it takes me a week to recover.

00:02:02 So kind of stay away from it. But, but yeah, all good. It’s going to be good. Good weekend. I’ll probably just be taking these easy relaxing. Hopefully not too many. Trick-or-treaters come so that I can have a lot of candy to myself as my, No, that’s always good. Yeah. No more drinking over here. I can’t hate,

00:02:19 I can’t hate more like I used to, but I’ll give it all to you and take it away. Yeah, no problem. So how’s it going? Cole, Krista, Nick. So it’s like lighter call today. Maybe we get some more people joining in here soon. I’m a Dominique pre-submitted questions today. So I really wanted to see if there was something,

00:02:43 maybe someone on the call who may want some more specific help with something or maybe if they are running Facebook ads, maybe there’s something I can help you with or help troubleshoot. I would love to see if there was anyone who wanted to do some hands-on, you know, work today. So if any of you three, we’re looking for some help specifically to any Facebook ads you’re running or to your specific store or had any questions we can definitely get started there if there was anybody.

00:03:15 And if not, then, you know, we could figure out, figure out something to, to go over a couple ideas of some stuff we can talk about today. Cool. So we got a couple of questions here. Chris has says, I’m working on setting up my Facebook shop. Do you know if it’s okay to use a totally different business ID bank account info than when I used to verify my account this year?

00:03:43 That should be totally fine. I’m pretty sure that Facebook shop is like a separate fake Facebook business entity, then your Facebook ads. So your Facebook ads is for advertising and your Facebook shop is not necessarily for advertising, but it more is about opening up a, an actual, like kind of separate e-commerce store on your Facebook page. So it should be fine to use different business ID and bank account info and stuff like that.

00:04:07 Then your business manager, I’m pretty sure they’re they’re are completely separate entities. One is just conferring with Facebook, even posted that you can advertise and the other one’s confirming your info so that you can run that, that specific shop. So I’m not sure if those shops and business managers like ever really talked to each other or Connect, but we should be,

00:04:26 should be fine. Yeah, that should be fine to do that. And I know it creates a separate sales channel on creates a separate sales channel on Shopify as well. There’s like a Facebook shop sales channel, just like an Instagram sales channel. And there is sort of a sudden my cat out Instagram sales channel, Facebook shops, their sales channel than your actual Facebook sales channels.

00:04:52 So they’re like, are there kind of like separating them, all that? So bringing them all as it is. Anyway, I have two cats, another one’s a lot smaller than other ones. We’ve only had a couple months, but they were, they were fighting for the call. So I tried separating them, but now they probably probably went out to go battle again,

00:05:10 but they’re they’re brothers, so they love to wrestle and, and, and stuff. So cool. Yeah. I hope that helped Nick says, have you ever seen the job conversions in October? Yes and no. I would say it really is a case by case basis. Like I’m working with, you know, 30 different brands. So like every brand has up and down months based on the specific brand.

00:05:36 Sometimes there could be like things that are like, there’s the other one, right there. Sometimes there are things that could be the reason why there could be a significant draw. Some products are, are seasonal seasons, there’s seasonality involved. So for example, like if you have a fitness product, like it’s probably gonna do really, really well in January,

00:06:01 February kind of those months where people are like really big into fitness and new year new meat. And those won’t do really well probably necessarily in December, just because usually November and December people are really into fitness mindset. It’s usually like just getting through Thanksgiving and then into Christmas. So it’s not necessarily, people are always kind of like waiting for that big boost we’ve seen in other categories as well.

00:06:25 We have a client that sells e-commerce products that are pretty much, it’s not something you really buy for yourself. It’s most likely something you’d buy for a gift. So basically most of the year you rely on birthdays, anniversaries, weddings, things that would be there would be gift giving. So there is seasonality to that. You know, there’s like wedding season birthdays obviously are year round.

00:06:48 However, in black Friday through November through Christmas, like they’re, they’re, they see significant, significant improvements improvements in performance. So it’s really just thinking about your specific product, your specific market. And maybe if there’s something potentially in the month of October that causes people to have less of a need for a product or service, or potentially there may be some type of seasonality thing to that.

00:07:16 The good news is usually people really start ramping up their spending online in November. So we should see, you know, improve performance across the board. But that being said, there’s also like external factors such as, you know, just Facebook and general performance. So one of the things I want to talk about was recently Facebook came out in the earnings reports and said that,

00:07:43 you know, they increased their CPMs, how much they’re charging for advertising by 30% over the last year. So, so far this year they’ve increased their, their cost of advertising by 30%, which you know, is because with the iOS 14 updates, you have a lot of people opting out of tracking, which means us running Facebook ads or having a much difficult time tracking our customers,

00:08:13 dish, figuring out where our sales are coming from. And on top of that, our campaign performance has suffered because of this reduced amount of data reduced amount of tracking. So if we think about the fact that we have reduced data coming into our pixels, so our performance is suffering. You have these advertisers who maybe were spending a hundred thousand dollars a month in ads,

00:08:35 $200,000 a month on ads. And because of the performance suffering because of this data loss and because of this tracking issues, they’ve reduced their budgets. So maybe they go from spending a hundred thousand dollars a month. Now there may be, they had to ramp their ad, spend down to $70,000 a month to be able to effectively be profitable because they’re dealing with that,

00:09:00 those issues, those tracking issues. So then on top of that, you gotta figure, so Facebook increases their pricing by 30% to make up that difference. So they don’t have like a bad quarter and that affects all of us and effects all of us more than we can think. Because at the end of the day, this, the entire Facebook ad system is built around being an auction.

00:09:18 So whoever’s willing to pay the most for a customer is going to win. But with that, it’s going to be cost more to acquire that customer. So it’s 30% more expensive than what it costs the cost of acquire a customer a few months ago. And it’s probably going to continue to be more expensive going forward. So that’s obviously bad news, but what it means is is that we have to find ways to be better,

00:09:49 more effective advertisers. So when we think about our advertising, we have our ads and we can specifically combat these rising costs and this lack of data by running better ads. So, I mean, that’s obviously much easier said than done, but the first metric we always want to look at is our link click-through rate. So if we’re sending traffic to an external store and we’re running conversion campaigns,

00:10:13 we are effectively running an ad on Facebook and hoping people see it and they want to learn more about our product and they click and they go to our landing page. And when our landing page, they either decide to buy or not buy. So the first lever we can pull is be able to get more people from here to here for, for cheaper,

00:10:29 for the same amount of money. So if it costs us, you know, $50 to get a hundred people from here to here, well now it costs us $75 to get the same amount of people from here to here. So how do we fix that is we have to get for $75. We have to get 75 people from here to here. And that’s how we can expect to have the same results.

00:10:49 And that can be difficult because you don’t want to just like, you know, raise your budget, which, you know, if performance continues to suffer, raising your budget, isn’t going to help. So the way we do that is by increasing the click, the rate on our ads. So the percentage of people who see our ad and actually click through and go to the landing page.

00:11:09 So how we do that is really with our, the ads itself, making improvements there. So by improving our ad copy, by improving our creative, by improving our headlines and everything like that, we can effectively, you know, improve that click through rate. And the most easiest lever is going to be the creative, like specifically images, videos, whatever it is visually,

00:11:33 we are serving the potential customer. So I always think about it. Like we have to raise our click through rates 30%. So if we have a 1% click through rate, we have to get to a 1.3% click through rate and so on and so forth. You know, I’ve seen the ability to be able to your click through rate by just testing new creative.

00:11:56 A lot of people just try testing the same creative, the creative over and over again, because it’s, it used to work for them. And you think, well, this used to work. I’m just going to continue running it. But the reason why it’s worked not working as well is because Facebook is now charging 30% more for the same traffic. So your results are dipping 30% and you think,

00:12:13 well, I’m just going to keep running the same creative because that works, but you need to actually get 30% better on your creative to be able to get that same amount of, of Results. And when I say 30% better, I’m specifically talking about different places in the, in the customer journey. When we talk about customer journey, we think about them seeing an ad,

00:12:33 then clicking an ad to a landing page, then go from the landing page to a, to an order form form, but from an order form to a thank you page, completing their purchase. So that entire customer journey, you need to find a place that where you can be 30% better, 30% better, and your conversion rate, 30% better on your sales page to order form conversion rate 30% better on your order form convert 30% better,

00:12:57 but it can be really hard to find levers that you can pull to make your order form convert 30% better without reducing your price or potentially, you know, it’s just really hard, 30%. It’s pretty big swing. The easiest way is to find that 30% increase specifically on your ads, so on the ad themselves, but the click-through rate because that is the biggest lever.

00:13:22 So when we talk about increasing our click through rate on our ads specifically, we’re, weren’t talking about that creative, the types of creative that are working really well right now can be video creatives, video creatives that tell a story, and that seemed really native to the platform. So whatever it is you’re selling, think about, you know what? I click this creative Viseart,

00:13:45 does this look like something that’s authoritative and trustworthy is the creative entertaining is the creative really eye catching and popping. I know that’s like something, that’s very something that saying something’s eye catching and pops off the screen. It’s like, you just know it when you see it and making comparisons to other creatives, you know, when you see it. So focusing like having laser focus on that click through rate is what’s going to make that biggest impact.

00:14:14 Now, that being said, you can like artificially also increase your click through rate. If you have something in your ad, that’s not true that isn’t also echoed on your landing page, or if you’re, you know, misleading in any way, that’s not, that may increase your click through rate, but it’s not going to help your overall performance. So when we talk about ways to improve our creative,

00:14:38 I would say creative, that looks like user generated content. So I’m talking things that are filmed on iPhones, creative, that seems like maybe an influencer made it things that maybe seem like they could be a run on an app. Like tick-tock things that maybe seem like an unboxing, like a YouTuber would do or creative that is really entertaining and funny. Sometimes you can run somehow run like memes like that are related to your product or service that can get those higher click through rates because it’s in people’s feeds.

00:15:17 When they see something that looks like a meme, they’re just more likely to stop and consume the ad, which then inherently can increase your click through rate because you have more people actually looking at the ad and not just scrolling. Other ways could be infographics. I see that work really well. If you have a product that could like improve performance of something or solve a problem that you can quantify in data,

00:15:41 then that can work really well as a piece of creative. Because when people see an infographic that is talking about solving a problem, they have, it’s a pretty effective captivating piece of creative that people stop and consume. And then also I would say video testimonials. So people actually talking about the product who seem like real people that works really well. People just like people and people also like people that,

00:16:07 that things that are organic. So like, honestly, like if you had a high production shoot with, you know, expensive cameras lighting the whole to do, and you have someone talking about a product, it may work. But a lot of times we see work just as well, or maybe even better is someone in their car just with their phone filming the creative there,

00:16:34 because it feels so genuine. And it’s just naturally, for some reason, more captivating to people when they see it in their Facebook feed. If you saw a video of one of your friends or someone who looks like someone, you might know who will say a normal person doing a selfie video and the car and the headline is something really captivating. Like you won’t believe this story about me getting pulled over today.

00:17:01 Like something like that is just naturally captivating to people on Facebook. Like that is creative, that they were just like, that is something they want to stop and consume while if something looks like a commercial, they’re just going to assume it’s a commercial. You wouldn’t assume that a video like that would be a commercial. So think about that. Think about your target demographic.

00:17:22 Think about who they are and the type of things. They probably consume. Types of videos and types of maybe YouTube channels. They might watch types of influencers. They might follow types of other products they might use. And then think about reverse engineering, a way to make a video ad that seems really native to the platform that could be in one of these formats we talked about and I,

00:17:48 and effectively sell your product. It’s some type of potentially fun or entertaining way or something that’s super genuine, like then giving a testimonial about the product that I think is like what it takes now and what it’s going to take even more going forward to be able to compete. So when we talk about conversion dropping in the month of October, I could say conversions could potentially drop every month going forward.

00:18:15 If we’re not effectively like making these large leaps and bounds to be better advertisers, because Facebook is not going to start charging us less at any point. In my opinion, they’re the big problems they’re having right now as a company is on the data and tracking and algorithm side. So that there’s, doesn’t seem like there’s too much light at the end of the tunnel to be able to fix that in 2017,

00:18:44 when I first started like really, really like running Facebook ads as like a real specialty niche service, I’ve been dabbling in it for probably, you know, since they’ve existed. But 2000, 2017 is when I really, really started. Those are full-time. You could get away with anything because the algorithm was so strong, the algorithm was so smart. It just knew to put your creative in front of the right person.

00:19:11 And the CPMs are so much cheaper. So you have two problems where right now the algorithm doesn’t know how to get the right creative in front of the right people. And you also have the problem where they’re charging us like so much more and they keep charging us more because they’re trying to find ways to make revenue and they can’t solve their data problem. So all they can do to continue to have,

00:19:30 you know, record breaking quarters is by charging us more. And if we sit around and we just, you know, keep trying the same thing over and over again, it’s just gonna, it’s just going to get worse. It’s not going to get better. And I doubt, I highly doubt Facebook’s going to do something in their background. That’s going to be able to solve most of those data problems.

00:19:51 So, you know, I own, I own an agency that we have like 30 e-com clients going at once. And the reason they’re successful is because we have a full creative division. That’s making creative on a weekly basis test and we’re figuring out which creatives work best for each brand. And then we’re doubling down and generating new creative for them on a weekly or bi-weekly basis so that our media buyers have new stuff to test.

00:20:14 And then we’re always finding those improvements. Like we’re a laser focused on what’s our click through rates. How can we get the click through rate up 5% from, you know, point 0.5% this month? You know, we were at 1.5% click through rate last month in order to make this profitable, we either need to get to a 2% click through rate,

00:20:31 or we had to find these massive swings and improvements on the, the funnel or the store, which is a lot of what BGS does. Like they’re trying to find ways to increase your conversion rate, which is, which is huge, but potentially potentially the biggest lever you guys could be pulling that could help performance could be, you know, improving that,

00:20:51 that creative. So Fitzgerald. So what that says is that right now we have server-side conversions, which means that Shopify is sending conversion data to Facebook. And we also have our browser pixel. The pixel is on the site too. So the server is sending the conversion data and the pixel sending the conversion data. So what it’s saying is just that Facebook saying,

00:21:17 Hey, I’m getting data, duplicate data from both. However, they are able to deduplicate the data and serve it in your ads manager. So that being said, we are, we have lots of clients who are getting that same issue, where it says pixel issue event, not duplicated, but it’s, it’s still working. It’s not necessarily causing a hindrance at the end of the day.

00:21:40 It’s more data. It’s sure it’s duplicate data, but it is more data. The pixel is smart enough and that the system is deduplicating it. And we will have that error. The way they’re remove that error is you can add a script to your site that will deduplicate it. Or you can remove the browser pixel entirely. I like to keep the browser pixel.

00:22:02 I like to keep both just because I like would love to just be able to say no matter what happens, if something breaks potentially on my servers, I conversions of browser. Pixel is still there. The events duty duplicate the reasons I know they did duplicate is because in the past I’ve had duplicate events, fire. And when it’s duplicating the event, then you will have basically only even number of conversions in your account.

00:22:29 So when this was happening to me, I was seeing like 2, 4, 6 conversions were going instead of 1, 2, 3, 4, they’re going 2, 4, 6, 8. And that I’ve had that situation before. And with this, even with it saying pixel event, pixel issue event, Nazi duplicated, the, the, the real results are still coming in. Fine. It is deduplicating, you can see it in your events manager.

00:22:54 So I wouldn’t worry about it too much. I have that on a lot of my accounts that are at scale and I purposefully leave it there until, unless it someday becomes an issue. But right now it’s not, not becoming an issue as much as far as I can see. So I wouldn’t worry too, too much about it. As long as you’re not seeing like an excessive amount of conversions that don’t match up to what’s happening in Shopify,

00:23:18 or if you’re seeing only even numbers percent potentially in your conversion data, on your ads manager, that’s where there could be potential issues. Does anybody else have any questions that we can dive into or anything you would like me to teach or talk about or show a lot of bros going to talk about is about the customer journey and making those improvements along the customer journey and how,

00:23:46 you know, the different, the different spots of the customer journey, where we can make improvements. So we’ve spent a good amount of time talking about the ads, right? Yeah. It’s and how to, how to improve the customer journey there. So, so retargeting ads, Chris asked, what kind of setup do you recommend for retargeting ads? So what I recommend is setting up your pixel events on your site,

00:24:16 on both the server side and on the pixel to be organizing your traffic based on where they are in the customer journey. So the first step of the customer journey is someone seeing our ad clicking it and going to a landing page. So when we have our landing page, we want to make sure we have, well, we have our landing page. We want to make sure that we have our page view pixel or,

00:24:44 or visitor pixel site visitor, so that we are making sure that everyone who visits the site is being tracked, or at least as many people as we can, obviously with iOS 14, it can be hard to track everybody, but we have our, we have our pixel there. The next segment of customer journey is usually, I suppose, if you guys being e-commerce,

00:25:05 it would be adding something to cart. So we want to make sure that on that page, we have an add to cart event, and then sometimes there’ll be initiate checkout event, which could be sometimes if they, they add to cart and then they click next, and then there’s a page where they can kind of like fill all their personal info, shipping address,

00:25:21 billing address at their credit card, right. We went out to pixel there. And then lastly, when they buy something and they go to a thank you page, we want to add a pixel event there. So that’s essentially the customer journey we think about. And so when we’re doing remarketing, I like to separate where those people are in their customer journey.

00:25:40 So also when we’re doing campaigns, I like to organize those pixel events and create those people as audiences. So we go to audiences section and we create an audience of site visitors. We create an audience of ASIC hearts. We create an audience of initiate checkouts, and we create an audience of purchases. So we have our prospecting campaign, which is targeting people who have never visited the site.

00:26:12 So we can exclude site visitors. We want people who have never added to cart so we can exclude override to cards. We want people to exclude all of our initiate checkouts. We want to exclude all our purchases. This campaign build out is a cold traffic campaign, which means people have never heard about us. So that first campaign or prospecting campaign, we want to exclude all those sources so that we can effectively make sure that this campaign is targeting.

00:26:36 Hopefully people who have never heard about the pod for the next campaign would be our middle of fall, which usually would be our site visitors. So it’s the second biggest audience is going to be people who, everyone who visited that site. So that campaign two would be, we have our top of funnel campaign, which is our prospecting, which is excluding everything.

00:26:56 Our second campaign will be our middle of funnel, which is going to be mainly targeting our site visitors. However, also in that we want to exclude the people who have added to cart, and we want to exclude people who initiate checkout, and we want to exclude people that purchase. So that way our top of funnel campaign is targeting people. Who’ve never heard about it before.

00:27:15 The middle of funnel campaign is targeting people who have visited the site, but they didn’t go anywhere else in the customer journey. They didn’t make it to add to cart. So that, that campaign, yeah, yeah, absolutely. I can, I can provide some insight to that for sure. So our middle of funnel is going to our middle of funnel is going to effectively be,

00:27:44 I can actually probably maybe write this out in Google doc in that way. I can share it to you guys. Let me cool. Cool. No problem. Okay. So let me do this, make this public, let’s call this a Facebook campaign, build out example. Okay, cool. Cool, cool. So we’re going to make this, okay,

00:28:28 cool. Let me do this and I’ll go to zoom and I’ll share my screen and do Chrome. Cool. So first came here and we’ll talk about, is going to be our top of funnel, cold traffic prospecting, however you want to call it. So the specific, the specific goal for this campaign is going to be to target people who have never heard about the product or service before.

00:29:17 So with this campaign, we want to exclude specifically site visitors, add to carts, initiate checkouts, and purchases. So that way we are effectively making sure that people who have never, you know, heard about our product, this campaign is specifically, you know, you have your audiences, you have demographics, you have interests. You think that we want to specifically make sure this campaign is targeting people who have never heard about our park service.

00:29:52 And I would say, we want you spend about 60% of our daily budget on this campaign. Specifically, you could have multiple prospecting campaigns based on different audiences based on different interests, based on whatever you’re doing. But I would just say top of funnel in general, 6% of our daily budget. So campaign two would be the next step of the funnel,

00:30:17 which is we’ll called middle of funnel. And that’s what would be, I’ll call it warm traffic. And this is basically from marketing and we want to spend about 30% of our budget here. There was never a budget. So basically this would be to reengage with our site visitors who didn’t buy, if I can spell, I don’t know, reengage reengage,

00:30:57 or just like, is this fall, we’re following up with people who visited the site and they did buy. So we’re going to exclude, add to carts, right? We’re going to exclude our<inaudible>. Now the difference between these things, the reason why we’re separating them is because we want to serve different ads to these different people. So with our top of funnel ads,

00:31:27 we’re going to be talking about introduction and the product, our service, and you know, this is where we’re testing. We’re testing lots of different creatives. So we can do static images, hero videos, video ads, carousel, basically, whatever we can do. Whatever’s the most effective way to, to advertise the product or service should be informative. And we’re going to be informative and educational.

00:32:08 And we’re basically trying to move people from this campaign. One to campaign two, we’re trying to get them to the site. So our main goal is get people is, is to get people, get people to click, but the caveat is we always, for all these campaigns, we all want to optimize for purchase. There’s no point optimizing for traffic.

00:32:34 There’s no point optimizing for anything other than a purchase, try to think. Is there anything else with top of funnel that goes with that goal? And our other goal is to have those with a goal is our main goal is to achieve a 2% link click through rate. So with our people who are we’re doing prospecting is going to be the main majority of our budget.

00:33:07 So our goal is to achieve a 2% link click through rate or higher. So if we, if you’re testing your top of funnel and you’re getting a click through rate under 2%, and this is specific light click the rate, not click through rate all specifically link click-through rate, for example, by look here and we see, I always use this column performance in clicks because you can see our click through rate.

00:33:30 All this says 2.51, and this one says 1.59. So this is pretty much they click anything they liked. They shared, they clicked an image. They did whatever. We’re really only focusing on the link, click the rigs. This is how many people performed a link click and went to the landing page. So like for example, this one’s really close to 2%.

00:33:49 This one’s obviously awesome. 4%. This one could use work. This one could use a little bit of work. This one uses a lot of, bit of work, but that’s what we’re talking for. If go look at what your link click through rates are, ignore it don’t even ever focus on this CTR. All it’s literally garbage data. This is the only thing that matters,

00:34:08 which is why they hide it. So link, click through rate over 2%. That’s what we’re targeting for the middle of funnel. Obviously we want a high click through rate as well, but it’s also like a really, really, really, really, really specific audience. So we don’t necessarily have to focus on the click-through rate as all. We definitely want to focus on that link,

00:34:28 click through rate for the middle of fall campaign, because we want to see which creative is doing better than another creative, but at the same time, it’s not as imperative. Obviously the higher the click through rate the better, but at the end of the day, these are gonna be very targeted people. So they should TRIBEr. So we talked about our middle of funnel,

00:34:46 30% of our total budget. We’re going to re-engage with site visitors who didn’t buy, add to carts initiate, and we’re going to exclude, add to carts checkout to purchase the goal for this one is to of these ads specifically is to break down any barriers to entry for people. So we know they clicked, they visited the site, they didn’t buy.

00:35:11 Why could, why is that one could be price? Objection. It could be a time. Objection, need more information or potentially like wrong time of day or potentially it could be. It could be that they I’ll call us. I need to be reassured. So bringing each one of these, these are like the objections possible objections. People could have to why they didn’t buy the top,

00:35:54 right? When you showed it to them. Right? So the second ad, we know that they are aware of the product or service. So we don’t have to be as informative or educational. What we really need to do is focus on how are we going to break down these barriers and these barriers to entry and these possible objections. So as a price,

00:36:13 objection, you could say, you know, get 10% off today, difficultly. Or today that’s a way to break down a price, objection or specifically talking about how, if you have something that saves people money, you could say, someone saves this product will save you X amount of money a year on something, right? Having that type of messaging,

00:36:36 whatever it makes sense for you. These people you’ve already paid for them to click. You’ve already paid for them to enter your ecosystem. So we’re just trying to find ways to convert them with this 30% of the budget time objections talking about how this saves you time, the average this, this product or service can help you spend more time with your family.

00:36:59 Like that’s, that’s an objection or it could be, if you think about time, it could be that it was the wrong time of day for them, maybe they were driving. Obviously, probably shouldn’t be on their phone when they’re driving. But you know, most of Facebook’s traffic is mobile, 80, 90% or more. So you gotta figure if they’re on the bus,

00:37:16 if they’re in the bathroom at work, you gotta figure like there’s, this could be not the right time. So giving them an easy way to be able to complete the purchase and giving them that extra incentive. Now that the time it might be right, and we can break down those time objections in the ads themselves, we need to focus on breaking down that potential time.

00:37:38 Objection saying limited supply. Only, only X amount left or a sale ends June 1st. You know, whatever we can do to break down this time of objection so that they want to buy it today. Like these should buy right now. Like here’s the reason why we have limited supply. There’s only X amount left this sale. We’re running we’ll end this time or,

00:38:09 or whatever, whatever it might be. But just thinking about that, that time, objection, because that’s a big objection. Sometimes you need more information. So we could hammer additional benefits of the product. Maybe there’s additional benefits that we’re not talking about in here because we don’t want to overwhelm them, but we can talk about additional benefits about the product that maybe we,

00:38:33 we, we, they don’t know. That’s always a great thing to, to think about. So if you were selling, Mike ads are going crazy. Clearly if you’re talking about a supplement, right, a health supplement, maybe it like helps with high blood pressure, but it also can help with more energy. We talk about really the main ad is about like helping you with your blood pressure up with your blood pressure,

00:39:02 helping your blood pressure, right. Then people see the second ad and they’re like, oh, guess what else helps with weight loss? It also helps with energy. It also helps with this. That could be enough. That’s like, oh, well I was thinking about buying it. But now that it has these extra benefits, maybe I will buy it today.

00:39:17 And with that time of day, I think I talked about that kind of in the time objections, I’ll have to look that one and then need to be reassured as the biggest one. This is usually where the biggest one will be. And that’s where we can go eat, leverage testimonials. So if you have positive reviews, sometimes just putting a quote from a happy customer and a five-star review as the ad copy,

00:39:40 and then just giving them a 10% off. You can combine all this as well. Like all of this could be in one app, you could say, lead it with a testimonial. Like I’m so happy. I discovered this product or service. It changed my life for a limited time. For a limited time. Only this week, you can get 10% off today and here’s a couple of extra benefits,

00:40:03 right? This is how you build your middle of the funnel live because we don’t need to educate them. Right? So we can pretty much just use this, this ad copy space for this. So testimonials are great. Great, great, great use of middle of funnel. And that could be the ad itself and the ad copy, or it could be a video testimonial of customers.

00:40:19 If you have videos, as well as customer testimonials of your customers, talking about the product, talking about service, that’s a gold mine right there, the final. And then obviously this final would be camping three, which would be bottom of funnel. And we’ll go, we call this hot traffic and let’s say 10% or a daily budget. This is just the gesture.

00:40:47 You can move these around. You could do 50, 25, 25. You know, just start. Obviously, if you get a performance from one of these, you can spend more money there. So I think to keep an eye on his frequency, that frequency metric is how many times a single person is seeing your ad. So if the person is seeing your ad like five times a day,

00:41:09 that frequency is pretty high. You may want to lower your budget, just so that you’re effectively not like, you know, some people off goal last ditch effort to convert. So with these campaigns, we are targeting are, we’re actually targeting our ad to carts and our IC initiate checkouts. So this one, we are only going to exclude our purchases.

00:41:51 We’re only excluding people who already purchased the product. And usually it can be like 30 days. If you have a product that could be bought like multiple times and you can do, like, if it’s only like something they’ll buy once, so you can exclude 180 days, but I’ll say like exclude purchase 30 days and all of these, this, this purchase initiate checkout,

00:42:11 add to cart, Cypress, there’s all these here, you build in your audiences section based off your pixel data. Okay. So this one’s basically like when we talk about last ditch effort, it’s like the best we can possibly give at this point, someone’s add to the cart or they’ve initiated checkout kind of this bunch, those together. And they still didn’t buy.

00:42:36 They like abandoned it and were like, I’ve changed my mind the last second. So what can we do to convert that we could give her them for a bigger discount. That’s usually one of the best ways offer BOGO offer, buy one, get one free, whatever it is, depending on your margins, or it make sense for your business. Or maybe it’s,

00:43:05 it’s offering a free trial. If you have that, or maybe it’s just running a lifetime sale. So sometimes for these, what we’ll do is this like bottom of funnel, what we’ll just do is this recycle out holiday sales every month. So this month would be, so this month would be Halloween sale, right? And we just run it. We say Halloween sale get 30% off,

00:43:32 but you’re only targeting your ad to cartoon, to shade checkout. So this is a very, very targeted people. They only know about this secret sale that you’re running. So it always seems like it’s like, they seem like, oh man, I need to, I was about to buy this. I need to take advantage of this because this is something that’s limited to Halloween sale.

00:43:48 It’s going to be over in a couple of days, right? So then we would do black Friday sale and then we would roll it over into Christmas and then we’d roll it over into new year’s and then we’d roll it over into whatever the next one is. President’s day. And then labor day, Memorial day, whatever, you know, Easter, we lived your run Easter sale.

00:44:09 So whatever it is so that these people are seeing a sale or something that’s like over the top, because then the day you’ve already paid for these people to become here, we paid for them to click here, right? We’ve spent money to get them to the site. We’ve spent money to get them to the middle of the funnel. So at this point we just need them to become a,

00:44:31 whatever it takes, because the end of the day, it’s always cheaper to retain a customer than to acquire a new customer. If you have to break even to acquire customers, but you have a product that they could buy again, that’s also a huge benefit. But also like every time you have a buyer, that’s going to get your Facebook pixel more data.

00:44:50 And the more data you have, the, the, the smarter your pixel is, and the better we’ll be at finding future buyers. And then all of a sudden you get enough people buying because of this campaign, that all of a sudden this campaign will start performing much better. You’ll start getting a lot more people into this top of funnel because, because your pixel is smarter and you can only get your pixel smarter by getting it data.

00:45:14 What’s the best data it can have. Best data it can have is purchase data. So we need to find a way to get as many folks as possible. So I’ll send this over to you guys here. I’ll put it in the chat. So you guys can have this. He’ll be, this helps kind of campaign structure build out. You could do.

00:45:36 Okay. Couple more questions came in to Gerald says, can you show me how you would spend a few hundred dollars a day of new traffic? Yeah, this is what I would do. I would, I would start by spending, you know, $250 a day here. Once I got a good amount of traffic, I’ll build out this campaign, maybe throw $25 at it.

00:45:53 And maybe I throw out this campaign and maybe $10 a day, whatever it is, it could be 250, 25, whatever it is, it’s really just how much you can afford to really break. Even on this top of funnel campaign is the most important thing in a perfect world. This campaign should be making profit or at worst breaking. Even this campaign, if done right,

00:46:16 it should always be profitable. And this campaign should always be very profitable. Now, when you say this campaign should be very profitable, it should be operating at a really high return on ad spend. But you also have to consider that you’ve already also paid for these people to become added cards or initiate checkouts, probably from this campaign or from this campaign.

00:46:34 So this campaign usually should be at a pretty high row as well over one row, hopefully over a two row as definitely were two arrests. This one should be maybe like a one, 1.5 ROAS. And this hopefully should be at one row ass when you’re, when you’re writing these, actually now the most important thing about all of this, like you can have all the build-out.

00:46:52 You can have all the techniques, this there, the day, the ads are the most important thing. If your ads aren’t getting high click through rates, none of this matters. You’ll never get people into this funnel. You never get people into this campaign. If you’re not getting a 2% click through rates are higher, always effectively. And you’re not always trying to improve this click through rate.

00:47:10 Like we talked at the beginning of the call, you know, Facebook’s the cost of Facebook advertising over the last six months has increased 30%. So if you’re not increasing this click-through rate 30%, your results are going to be worse. And that’s probably why I don’t know about everyone on this call, but like a lot of our campaigns performing worse than they were two months ago,

00:47:33 30%. Wow. A lot of times it is 3% worse. It’s because we’re being charged 30% more, same thing. So how do you improve that? You get 30% better on your ads, you, or a hundred percent that are on your ads, right? If you have a 1% click through rate, which should be, you should be testing new creative,

00:47:50 investing, time, investing money into creative, that will get a 2% click through rate or higher. If you can get that 2% click through rate and your, your conversion rates is the same. That’s how you make those, those massive improvements. I feel like the most neglected thing in all of Facebook advertising is, is the creative and people are afraid to invest money in their creative.

00:48:11 People are afraid to invest time into their creative, ended up, maybe hire a company or hire a graphic designer. Or if you have a friend or a family member who does graphic design, film videos, I’ll tell you at Sawtooth, we have about 30, 40 people working for this company. Every single one of them is in our ads for our clients.

00:48:33 Why? Because we need it. We need video of people using these products. We need testimonials, who’ll be using this product. So if you, you know, when we have a client, they have a e-commerce product. They, we have them send them to us. And we have people on the staff or friends or family members. We will we’ll have them use the product and then filming on his testimonial about it.

00:48:54 And that’s like the most vibe lasts that you can have for a Facebook ad or we’ll take the product and we’ll go out and we’ll shoot some UGC. We’ll do that video while we’re sitting in the car with a selfie, talking about it, or we’ll make these highly educational information videos, or we’ll take really good product shots and do really high quality graphic design for static images in order to do that.

00:49:18 Because if you think about, you know, commercials we see on TV, like, would you want to be a customer of, we always talk about, I talk a lot about like car insurance, because it’s the easy example because it’s so heavily advertised and we all know it. So if you think about like Allstate commercials, you know, they have like the Allstate guy who like a super famous actor,

00:49:40 he’s an eye to show 24 and their, their commercials are very much about making you feel safe and secure, right? And you have Geico and they have these like comedians who are not portraying these characters in these high produced educational stories that are funny. And they team up with other brands like the new ones you guys have probably seen because they’re everywhere is like these Adam’s family progressive commercials.

00:50:04 And it has the characters from aggressive. Like they’ve invested so much into the marketing there. And then you think about state farm, which they like have all these professional athletes. They have Aaron Rogers and Chris Paul, and they have Padma homes now. And the commercials are funny and they have Jake from state farm. And these funny commercials, right. They’re investing in their creative.

00:50:26 So the end of the day it’s car shorts, right? What, and then you have like a company like the general, which have you guys ever seen those commercials and they’re bad, right? Like the reason you would only pick the generals because maybe it’s so cheap and they may read it. The only people who insure you, but based on the marketing,

00:50:44 you’re probably gonna go with, you know, progressive Allstate, Geico, Geico, gecko. We talk about them. But like all of those different companies are investing so much into their creative to earn your business. And you’re going to pick one of those. You’re not going to pick the car insurance company that just says we sell car insurance. Here’s a lame graphic that I don’t know how to use Photoshop,

00:51:08 but I made it. No they’re investing into their creative. Now Facebook is a self-serving ad platform. Like we are able to run our own ads, but why throw money at something that’s not going to convert? If it’s getting a low click through rate, like go back to the drawing board on the creative, because that’s the difference that’s going to work.

00:51:27 All of this really doesn’t matter if you had an insane, insane, insane insanely, good creative. You can just run this campaign, throw whatever budget and not even look at it ever again. It would work if the creative is good. And if your landing page converts, if you’re like store converse, I’m not saying like, you can, you don’t have to have to have a converting store,

00:51:46 all that stuff. But you guys have a lot of stuff. You guys have a product people want, I’m sure you have a store that converts. I’m sure you have a D a, a, a, a target demographic that would love to buy your product. But if we’re not really focusing on that, that creative and how are we getting people educated,

00:52:02 the way state, farm, Allstate, Geico, and progressive are, and the encourager in space, then that’s the difference between, well, I don’t know my ads aren’t working. That’s why your ads aren’t working. Like, that’s the answer right there. And the data will tell you that that’s a great thing with Geico runs a commercial that it’s probably hard to say,

00:52:22 Hey, we ran this ad on Monday night football. And it ran at 8:00 PM and it was 10 seconds long, two minutes, long, 30 seconds long wherever we’re like the commercialize. And we got 500 new people signing up for Geico. Like that data is hard for them to get. I’m sure. Like they just don’t know how many people are like that.

00:52:40 Commercial is funny. I’m going to jump on and get a quote for progressive. We can get that data right now. Like our click through rate link clicks rate is that data. So the that’s the magic number 2% or higher. That’s what we need to get in order to make this work. And if Facebook keeps increasing our prices very well, I could be on this call next year with you guys.

00:52:59 And I could say game’s changed has to be 3% now. So just keep that all in mind and be, and be focusing on that when you’re, when we’re building this out and obviously use this, this for your campaign structure, build out, but I don’t want this to take away that, like, this is going to solve all your problems. This won’t solve all your problems.

00:53:18 The better creative will solve all your problems, at least get you a lot closer. So, cause you’re also asked about CBO or ABO, how many ads per ad set, dynamic creative or a single image. I would say all the above, all of them are effective tools. So, you know, why don’t you use ABO or CBO? It really just depends on the reason why,

00:53:43 if I had a ton of, if I had a ton of ads that I knew were getting me super high click through rates and they were all converting really well, then what I might do is, and I had a bunch of audiences that were converting and doing really well. Then I would probably use a CBO. I would probably create a top of funnel campaign with a CBO budget.

00:54:04 And then I might have the one caveat to your question is how many ads per ad set? I would also say maximum of five ad sets per campaign and five ads per ad set. So I’ll write that here too. Just so you know, five ad sets per and five ads per ad set. So five is the magic number maximum of five ads per ad sets per campaign,

00:54:34 and five ads per ad set. And you can do less. Like three is fine. I would just never do more than that, just because it’s, it’s, it’s, it’s separating segments, the data so much, it’ll be really hard. Facebook’s just going to spend it the way it wants to. So if I had a CA let’s say I had five audiences that were doing really well,

00:54:54 five ads that were doing really well, I would put them on a CBO campaign and we’ll just let the CA let Facebook optimize that CBO budget. Let’s say it’s, you know, a thousand dollars a day, let Facebook optimize how to spend that thousand dollars over these five ad sets and these five ads. So there’s 25 ads in these five ad sets Facebook,

00:55:17 you know what you’re doing optimize to get me the best performance. I would only do that if I was like very, very confident in the targeting I was using for each ad set. So maybe one of my ad sets of 1% look alike, audience. One of my ad sets interest based look alike, interspaced audience, maybe one of my assets is just wide open targeting based on demographics,

00:55:38 males, females, 35 plus or whatever it might be. And I would use CBL, but let’s say, I don’t know if these parades are going to work. I don’t know if these ad sets are going to work because of the targeting. I’ve never tested some of the, I want to test new targeting. I would put a campaign and if I had five ad sets and I’ve never tested these different audiences before I would break out those audiences into different ad groups,

00:56:03 ad sets, ad sets. So, you know, ads at one look like ads at two interests, ads at three open, and I would assign a daily budget to it. So Facebook spends a hundred dollars a day on each one of those. I can specifically see the performance of one versus the other with a hundred dollars in ad spend. What are the click through rates?

00:56:26 What are the conversions? What is the engagement? While if I did a CBO, it may spend, you know, I had a thousand dollars a day budget and they spend $700 out of, on one of those ad sets because I gave it the option to spend it however it wants. So it immediately gets a sale from ad set. One it’s like ads at one visit and they start spending $700 and then $300 is split amongst the other four ad sets.

00:56:51 And maybe one ad set only gets like $20 spent. You’ll never know if that ad set actually worked. That audience worked, whatever it is. So it’s more how you use it. Not like do you do one of the other ad set budget is great for testing campaign. Budget optimization is great for scaling when you already know what you have working. And that being said,

00:57:11 you can even sell, use ad set budget for scaling. It’s not like one or the other. I use both everyday. Yes. Nick, Nick nailed it a hundred percent. And then dynamic creative. I do both. If I’m testing like 10 images, I’ll test the dynamic because it’s easier than building out all those different ads. But same thing,

00:57:30 if you do a dynamic ad, Facebook might spend 90% of the budget onto one of the creatives out of those 10. And then it was like, well, two of these creatives never even got, never even got any sales. So that being said similar to campaign budget optimization, let’s say I have five, five creatives have tested. They all work really good to get really good click through rates out of all these five creatives.

00:57:54 And we have this, this targeting that works really good. Maybe I want to have a CBO budget and then I want to have my best targeting. And then I want one dynamic ad that has my five best creatives in it. And I’m just going to let Facebook optimize that because maybe it’s, you know, these five different creatives all work, but maybe different people,

00:58:13 maybe Fitzgerald might react better to creative. One. Kristen might react better. Creative to Nick might react better to create a three, the dynamic ad lets Facebook mix and match these things and then start to learn and figure out that like Fitzgerald will, in my opinion, based on the algorithm, we think creative three mixed with headline to mix with ad copy.

00:58:34 One will make a Fitzgerald converts and then you don’t have to specifically make that an individual ad the dynamic ad will do that. So I would say they you’re not get the, okay, let me try that again. It’s oh, let me do that. Let me do this. Cool. You guys go. So everyone clicked that before we jump off.

00:59:01 So everyone has it. Everyone makes sure you grab that leg. If, if you don’t get it, you know, just let us know. I can I’ll make sure you get it. But everyone grabbed that. I’ll I’ll leave. We’ll leave on. We’ll stay on an extra couple of minutes to make sure everyone grab a book. But yeah, that was a lot.

00:59:15 I feel like, but hopefully a lot of that was informative and helps you guys out and yeah, like this, this is based off, you know, years of experience and this is kind of like the framework of what all I, I train all my media buyers and my teammates framework that I use every day. The framework that that’s, I’ve gathered from all the masterminds and all the different build running Facebook ads.

00:59:40 This framework is based on specifically Facebook talking to high-level Facebook reps in Israel. This is kind of how Facebook wants us to do things. A and this is also the best way to organize it, to make sure we’re spending our budget most effectively and, and getting the best performance possible. Not saying that this is like, you know, set in stone.

00:59:58 This is the only way to do it. Cause I’ve seen people do things that look nothing like this. I do things that look nothing like this. That’s still that’s still works. So, but this is a great, great starting point that helps you think about how you should be thinking how you should be thinking when you’re building these campaigns, how you think you should be.

01:00:15 So you can effectively optimize and, and separate traffic. We, we said we dude, I’m trying, man. I think Alex just sent me back an email yesterday maybe, but, but we’ll make sure we jump on it served your bond. Just shoot me, shoot me an email at Fitzgerald. What? I know we were supposed to jump on a call.

01:00:36 Do you have time on Monday? What’s the time on, on Monday that works for you. I’ll I’ll put it on the counter right now for us before with your boss. Okay. Let’s do, let’s do a 1:00 PM. Does that work for you? Yep. ESD. Cool. Cool. I’ll I’ll I’m sending that right over to you now. So just check for that calendar invite and we’ll be good to go and I will be there.

01:01:25 I promise so cool. Everyone has a great week and have every Halloween and we’ll see you guys. I’ll see you Monday at one o’clock rescue guys. I’ll see you next week. All right. Have a good one guys.