00:00:08 But yeah, guys, so I don’t have a ton today. So not that I’m telling, because obviously there’s a million things I could talk about, but we don’t have, we don’t have really any pre-submitted questions. So I would love to just be able to help you guys out or, you know, if there’s anything I need to provide you guys value today.
00:00:25 Right. So if there’s something you’re stuck on questions you have, or, you know, want to go over an account, come up with some ideas or, or anything like that. So if there’s anything that’s been, that’s been bothering you. So, so, okay. Facebook shop. So Facebook shop is definitely more of a seeming like more organic platform was basically just a way to be able to sell products through your Shopify,
00:00:53 your Shopify store, but through your Facebook page without having to run ads. So essentially you’re not really like paying for traffic or things like that. So the way, the best way to do that, I would say is to just think about ways you could organically grow the brand and grow the Facebook page in general. Right? So if more people are liking the page,
00:01:11 more people are visiting the page, then that should over time translate to more sales through the Facebook shop. So for example, I play guitar in a band and we have our website Shopify store that sells all of our bands t-shirts and albums and merchant, all that stuff. So I have the Instagram shop in the Facebook shop connected and the more active we are on those platforms with organic and posting content and trying to find ways to really grow those,
00:01:46 those brands on the pages themselves, without paying any ads, we see more sales come through. So when to get more sales through Facebook shop, specifically on, on the Facebook page, I would say, you know, I would say some ideas could be potentially depending on what niche and what types of coffee you have, maybe you could partner with influencers and send them some products for free.
00:02:12 And if they, you know, are able to do a review or talk about the products, you can do these posts where it’s like page with another page and you can like cross posts so that the influencer posts it and your page is attached to it. So if anyone sees it and they’re interested, they can go directly to your page and buy it through your shop or through your Instagram account and your Instagram shop and things like that.
00:02:37 That’s a way a lot of people are doing it. A lot of brands are just kind of, not even running ads. They’re just doing a ton of influencer marketing because it can cost the same amount as running ads. But, you know, it has a lot more like hard set cost. So you can say like, it’s gonna cost me this much money if it was or post about it and I should get this much back.
00:02:58 And that’s like done, right? A lot of the great things about that too, is you can always repurpose that content and then use it for ads. So right now a lot of people are doing both. So where they’ll have team up with an influencer, they will have the influencer send the influence of their products if they charge a fee or whatever it is,
00:03:19 depending on who it is. And then they’ll take that piece of content in that video or unboxing video, whatever it is. And then we’ll repurpose it and run that as their Facebook ad and those work really, really well. Things that look like influencer content, stuff like that works really, really well on Facebook ads. So I would say that’s probably the best way it’s like really thinking about is how do you grow your Facebook page?
00:03:38 How do you get more people interested in the brand without having to run ads? How many, you get more people to grow your Facebook page, but if you didn’t have any money to run ads, what would you do? So sometimes it could be doing giveaways, doing contests to the page. It could be just posting on the page consistently and posting content that gets a lot of engagement,
00:03:57 go through your page and look at posts that get a lot of engagement and think about why is this posting a lot of engagement? Why is it getting a lot of reach right now, Facebook? Pretty much like the algorithm will send your post out and then we’ll throw all your region, but doesn’t get a ton of engagement right off the bat. So a lot of times like,
00:04:15 like sharing, like things that are funny or sharing things that are value either. Like if it’s something that has value and you’re teaching someone something through your Facebook page, then that is something that can get a lot of reach and engagement and that will, could grow the page. Also posting things from your page that could potentially be like funny or fun. Like you see these pages,
00:04:35 they post a meme and it blows up, not because necessarily the page, but the meme. And if a meme relates directly to your brand or a problem you solve or to your, to your product, that could work really, really well. So that’s one way we like to do it. We were working with a brand that has, they make hats and they,
00:05:03 they make hats out of reuse fire hoses for like firefighters. So like a fire department could give these hats for every member of their fire department. And the hats are actually made out of repurposed fire hoses that have been decommissioned. And so posting like firefighter type content from their page and firefighter memes and stuff just grows the overall page and grows the overall brand.
00:05:27 And then those people, you know, end up liking the page and then eventually it starts growing into where people are buying now, discovering these hats and, and growing through that when they put, when they post again and a post that’s about the hats, they have more people seeing those posts because they’re spending so much time on growing that page organically. It helps a lot.
00:05:43 So, yeah. Yeah, absolutely. I would say just be posting a lot and be testing different posts and then analyzing the, how the post perform far as a reach of a post gets a lot of reach. That’s a good sign. And if posts get, gets a lot of engagement and that’s a great sign to, okay, great. Thanks.
00:06:12 What’d you, what’d you say more general products to bear through our shop? I’m honestly not sure. I don’t know if it really makes a difference. I’d really say that if you’re, if your, if your shop is like, has a really specific niche, then, then stick to that. But if not, then I would just focus on whatever your best selling skews are.
00:06:35 You don’t need to be like this insanely have a large insanely large product line. If you have one or two hero skews that seems to do really, really well. At least the starting point to focus on to scaling these two hero skews through your shop. But yeah. What specific crystal, can you tell me a little bit about your store and your shop dog is great.
00:07:03 So I would say creating posts that T like ask people to like share pictures of their dog past running posts, to like, share like a dog meme and then say post below a picture of your dog, something like that. Cause that’s debit posts that people love showing off their dogs in comments. And if a post starts getting people commenting on it and sharing pictures on it,
00:07:26 then that will, that will have a much higher chance of getting tons of reads, tons of engagement. Then potentially people could like the page. You can also reply to every single one of those comments and say, oh, your dog, super cute. We sell X amount of this X product for dogs that I think would be that he would love or something like that.
00:07:45 You’re creating real connection with people and potentially could turn those into sales and they don’t even have to like leave anywhere. They’re still on Facebook. You can send them a link directly to your shop, like a specific product or shop or something like that. It’s a way you’re like not even spending money, but you’re able to get to get sales by just posting content of this page that you’ve worked on for several years,
00:08:06 be able to post content that could, that could really do really well<inaudible> and lead to sales. Cool. I wanted to ask you something related to this. How would you validate a new product before turning on ads? That’s a great question. I would probably, if it was me, I would probably send what’s the easiest way to reach your, your demographics.
00:08:33 So it really is unique for every scenario. For me, I would probably send an email if I have an email list from my store to all the people who have bought a product before and let them know about this new product you’re offering. And if it does really well to that audience, and that goes to show is probably is a good place to start.
00:08:49 And if it doesn’t do well to that audience, then it’s probably not going to do well to people who have never bought one of your products before. So we always like to do things where we test things on email, because if it works really well to our internal audience, we can bench line that and say, Hey, we sent the email about product a,
00:09:07 was that the email about product B? If it is that it presents email or product C probably be like, did the best people really love product B? Let’s try running some ads or product B. That’s usually how we do it. And we do that for also testing marketing angles. So if you think about a product, like there can be several,
00:09:25 several different angles to how to sell a product. So a pair of shoes, you could sell them a pair of running shoes. You could sell them. The angle could be about their comfort, right? They’re very comfortable. They help with these types of foot problems. One angle angle B could be maybe performance. Maybe it’s like, if you’re looking to get that extra gear and run faster or leave the competition that dust that’s another angle.
00:09:51 Another angle could be for like the casual runner and maybe the shoe is so much more affordable. Like we use the same parts, the same things as every other shoe company, but ours are more affordable. Another one could be if you’re selling shoes and your shoes are related to some sort of like charity, like if you say, Hey, we donate a pair of shoes to families in need.
00:10:12 For every shoes we sell, like that’s angled. So those are all different angles to sell essentially the same product. So what we do is we send emails about each one of these angles. We see which one works best. Then we will then echo that on our ad strategy. And it run ads specifically talking about that angle. And if that does well,
00:10:31 and we get high click through rates, which is always what we’re looking for in ads is high click through rates. Then we’ll create a landing page specifically about that pain point, that angle. So we may have a specific landing page or a simplified one click, a zippered five page. That one page is a sales page about the comfort. Once a sales page about the performance ones,
00:10:50 a sales page about the price or the, for like the common user. And that way that customer journey is congruent. And you start by using your email list to identify a product or marketing angle. And then you echo that on your ads. And you see if, if it holds through click through rates and then you adjust your landing page or make a landing page accordingly,
00:11:12 because if that’s the case, if that pain point that someone has is performance, for example, then you’re going to have such a higher conversion rate. If you’re sending them to an, if it’s an ad about performance, it goes to a landing page about a performance and echoes that same story. So that’s one thing to always think about is like, is your customer journey?
00:11:30 Congruent is the ad. They click in the creative and the ad copy the headline. Does that echo exactly where they go? Sometimes if you’re selling like product a on your ad, but then you send them to a homepage and maybe they get really confused and they have to go try to find that one product that you’re marketing. You’ll probably be a much better solution if you’re running an ad for product a and you send to a specific sales page about product a that’s that’s congruent with what the ad is saying on,
00:11:59 on that ad, if the landing page echoes that. So, so yeah, absolutely. That’s what I’d say is probably the best, the best strategy. Cool. So does anyone else have any questions about Facebook ads or does anyone want to maybe Javan screen-share show something in their account? Maybe I can help troubleshoot something. Maybe I can talk about, see me come up with some ideas of ads that you could test or possibly we could talk about,
00:12:29 you know, some different marketing angles specifically for these ads for different products. If you have like a product you’re trying to, you’re going to launch, maybe we can come up with some ideas of posts and angles about the product and see if there’s some different things we could test. What else could we do? We could, one has a specific thing that they’ve been curious about going on with Facebook ads or meta ads as they’re called.
00:12:51 Now we could talk about that. Just anything, if you guys have anything you’re curious about, I would love to just be able to provide as much value for specific things you guys want to learn about. Or if not, I could come up with, come up with some stuff I live in Florida. I just have to stop wearing sweatshirts all the time.
00:13:18 Cool, cool. So the metal chains, I don’t think the men of Facebook name change. I don’t think it’s going to affect anything in the short term. I think it’s all very, very long-term. I do think that this whole, like metaverse thing that’s happening is going to be it’s for real. I don’t know what the timeline is. You gotta realize that like Facebook bot companies like WhatsApp,
00:13:47 Facebook bought companies like Instagram and they made partnerships with Shopify. They made partnerships like strategic partnerships with lots of these brands, these big brands, the reason they’re doing it is because they’re trying to like interconnect all these different things that, that people use on the internet. So WhatsApp help them come up with, you know, ways to improve communication through Facebook messenger.
00:14:15 So they kind of use that playbook and develop that. And it was also a way they realized that there’s so many people in the world using WhatsApp. That it’s a way to also collect data. If all these people are talking about, like, if me and you are using WhatsApp and we’re talking about star wars, then they would be like, okay,
00:14:33 these people like star wars. So when someone goes to sell products about star wars or products related to Saifai or products related to anything, now we have data. Now we have data of all these people on WhatsApp, Instagram, you know, just, they saw it blowing up and the completely different style of social network that Facebook and Instagram is. And they realized it was another place to add advertising.
00:14:59 And on Instagram it’s about like being a visual visual platform. And Facebook wasn’t as much as a visual platform, Facebook was more an information platform and a communication platform where Instagram is more about like, art was more about showing pictures of your life and content. And now Instagram is even becoming more and more and more like, like Tik TOK with, with Instagram reels and stuff.
00:15:23 So the metaverse is like the next level of this or all of this is connected. And you got to think about like, Facebook is just like one person. So think about like, there’s all these different banks, there’s chase bank, there’s Wells Fargo. But the, the bank that’s named bank of America seems like this prestigious brand because they’re the bank of America.
00:15:48 That doesn’t mean anything the same as every other bank. So they just called themselves that. So Facebook truly believes in the metaverse, which is that all of this and everything we do will be now connected to the internet. And so they wanted to be that brand. They wanted to be the household name brand for this next generation of technology. Another thing Facebook bought was Oculus to think about,
00:16:09 right? Because Oculus is like VR headsets. So that is directly tied to the metaverse as well. So, so I don’t think the name change will change anything in the short term. I think in the longterm it’s, it’s about the overall initiative of where Facebook believes technology is going and they want to be the household name and the front runner, because they’ve been a very,
00:16:32 they’ve gone through a lot the last couple of years with a lot of negative negative connotations. And w the, the issue with Facebook is that when five years ago, Facebook was a growing platform. And the reason why advertising was great was because Facebook could get more and more users on the platform. And that’s more and more and more people that can, they can advertise to the problem.
00:16:58 Right now we’re all facing with Facebook ads is that there is pretty much no one that’s not on Facebook. There is people who have left Facebook and they’re never coming back probably, but you gotta realize that like there’s like billions of people with a B on the platform. So they don’t, aren’t getting new users as, as like their new user rate was probably like a graph.
00:17:22 And now it’s plateaued because so many people have it. And so many people use it every day. So when you don’t have new users, all the only way you can increase, like increase revenue is to charge people more, charge the users more. And those users are us. The advertisers, we’re the only people who give Facebook money, because all using Facebook,
00:17:43 we don’t give them actual money. Facebook collects data. They use that data for an advertising tool that we pay them to have access to, and to use that tool, not their main revenue generator. So if people aren’t, they’re not able to acquire new customers to advertise to the only way they can grow revenue is to increase, increase the prices. Now you’ve got to figure with iOS,
00:18:08 they’ve kind of been like hamstrung with the new iOS updates on iPhone this year. So when you think about that, it means that so many people now are opting out of tracking that even though they’re on the platform, we’re less, it’s harder to advertise them specific to them specifically in track is a lot harder. So you have the, this whole system weakening.
00:18:37 You have no new users really joining. Sure. There’s new people joining. But like at the rate, it was pretty much year over year from like 2010 to 2015. I remember when, like my, my parents weren’t on Facebook and there was generations of people who were on Facebook nowadays. Like kids get Facebook when they’re young and the older generation is all on Facebook.
00:19:03 And that’s like, it’s really like, you know, they’re probably the most active user base on Facebook. It’s like the, the older demographics. So you have people that are not, they’re like, I don’t like Facebook. You have people who are not drawing Facebook because they don’t think it’s cool. Like the younger generations, they don’t really care about it.
00:19:21 You have a stagnant customer base. That’s not increasing because there’s already billions of people on the platform. And then you have the algorithm and the system, they used to make money getting weaker. So that means a lot of advertisers are saying, I like, like us, we’re saying like, I can’t make this work. I can’t make this work on Facebook ads.
00:19:38 So I’m going to stop running ads, or I’m going to decrease my budget. I used to spend a hundred thousand dollars a day. Now I’m gonna spend $1,000 a day or something. When that all happens, they realized like, Hey, do we want to keep making money? Do we want to be profitable? We have the charge, the advertisers more to make up for all of that loss to make up for the,
00:19:56 not the new users. And we can’t, we have to make up for that without being able to, to be able to, to attract new advertisers. So that’s what we’re going through. So basically that shows us is like, we have to be better advertisers and we have to be the best. We have to be constantly improving our Facebook ads in order to continue to succeed on the platform.
00:20:16 So when we talk about the meta change, it’s more about like where technology is going in in like 10 years from now. It’s probably not going to have any short-term effect on us in the next couple of years, but I could see, as technology continues developing, they’re going to be pushing more and more the metaverse, which is probably still five, 10 years away,
00:20:37 which will be basically this second level of the internet that exists through virtual reality. And, you know, instead of having an iPhone, you may have a pair of like apple glasses and maybe they look like this and you put them on and it’s like having your phone like right in front of you and you can control it somehow. So that’s where they’re going.
00:21:05 And that’s where technology, the technology is headed. And this seems like super Saifai. This seems super like unconventional. But if we think like 20 years ago, just 2001, you know why two cages happened? You couldn’t imagine that this could even exist. Like a computer, like the most powerful computer that has ever existed in 2001 is now in the Palm of our hands.
00:21:34 And we can look up anything. We can do anything. We had the internet, but we didn’t have the level of connectivity like we did with the iPhones. And we didn’t have the speed and access. We had iPhones, but the satellite systems we have and the able to have 5g internet on our phones and our phones to be able to be our entire lives.
00:21:50 Our phones now can be your wallet. You don’t even have to bring cash or money. You could use apple pay or, or cryptocurrencies to pay each other. And you don’t communicate actually by talking on the device now, like that’s probably the least amount of things we do on our phone is actually communicate verbally. What we do is we use all of our messaging.
00:22:09 That’s why they bought fat WhatsApp. You know who we are now, we judge each other based on who we are based on our digital profiles, more than our real life, like this is already happening. So like, if I go to your Instagram, if I go to your Facebook page, I will know whether you’re rich, whether you’re successful. Are you pretty,
00:22:28 are you not pretty? Are you like whatever it is about you? Like, you try to create this digital persona, right? Through all these different things, WhatsApp, Facebook, Instagram, and Facebook’s using all that to advertise to us, learn everything about us, to advertise to us. And then we, as advertisers are using that data to, to,
00:22:45 to make money. But this next level of it is, is one more level deeper where all of this exists and one can, one concise space that we all live in. So using virtual reality, we’ll be able to go onto Krista’s profile and I’ll be able to see all the things I would normally see about her. That I would have to go to Facebook or Instagram or Twitter or this,
00:23:12 but it would also be much deeper than that. You know, what events do people go to? And, and, and those events are going to be like, NFTs that exist on the blockchain and things. We buy like a piece of content, like a movie, like you own this movie in this, in this, in this metaverse instead of just saying,
00:23:35 oh, I like this movie. We think about everything. That’s become digital over the last 10 years. Like I’m a musician. So like, I remember like going and buying CDs. I’m sure we all do buying albums. And like this new, the new generations, they, they, that’s such a foreign concept to them. So to think that like,
00:23:53 music’s gone all digital, almost all entertainment is gone. Digital. As far as like movies streaming, you can, now people watch Netflix more than cable. People are now watching movies from the movie that are in the movie theaters. They’re able to watch them at home. This is all digitally streamed through the internet. You have music, that’s all digital magazines are pretty much all digital people don’t really get magazines or it’s slowly,
00:24:18 slowly dying. News is delivered. Digitally. TV is delivered digitally. How many people have cut cable and gotten sling TV or YouTube TV or direct TV or, or all these different things like technology is advancing where everything’s going to be condensed on the internet and available to you at any time. And so this matter versus the next level of that, where everything is digital,
00:24:37 including our lives and our jobs. And so Facebook believes that this is what’s happening based on all the, the, the evidence we have. And so they want to be first to market that like, we’re now met up. We can trademark it, we can copyright it. And we’ll be the household name, like bank of America when people go to exist in the metaverse.
00:25:00 So that when it’s like, do you use this? Do you use this? Do you use this? They want to be like the main one. So when Google goes and makes their metaverse product or apple makes their metaverse product or whatever it is, they’ll have to come up with their own name. And it can’t be meta because Facebook has it. So I don’t think it will affect anything we have to deal with.
00:25:21 In the short term. I think Facebook was always going to be like baked in. It’s always going to be baked into whatever Metta becomes, but it’s more just them as a company changing their names so that they can be like Facebook connotation eventually gets swept away. And Facebook is just a very small part of what the company does, which right now the company is Facebook,
00:25:38 but they’re also Instagram. They’re also WhatsApp. They’re also Oculus and all these other things that they’re, they’re investing in, they’re also investing in a big, a big like payment processing type things. So where you can just like shop, buy, sell everything through, through Facebook or meadow, whatever it is. So, so yeah, that’s, that’s,
00:26:04 that’s everything that I’ve gathered from. It. Obviously, I, I utilize Facebook for pretty much all of time, but it’s a very large percentage of my business and income is, is reliant basically on Facebook, as much as it’s relying on Shopify for you guys or WooCommerce or whatever platform it is. So I try to stay up-to-date as much. So we’ll continue that conversation about,
00:26:28 about going forward and any updates I get. We’ll talk about it. Yeah, sure thing, Kim, would it be easier for you to share your screen? Do you just want to ask the question in the chat? Do you want to jump on and explain it to me? Whichever way is easiest for you. Okay, cool. I’m going to promote you to panelist and you should be good.
00:27:05 No, not work. Let me try again. Cool. Oh, Hey. Oh, Hey Andrew. How you doing? How are you? Good. So I wanted to, I had a few questions about my catalog ads. So what I have been, so I’m in the rap program, I’m with BGS right now. So they’re optimizing my website.
00:27:39 And so I had kind of, you know, stood down on Facebook ads because you know, why certain ads to a website that’s not really highly converting. So now some of the changes have been implemented, not fully, but some tweaks have been made. So I wanted to start, you know, getting some traffic going back to the side. Historically,
00:27:57 I had a continuous ad running with just my catalog. So that would be my sort of like standing one. And then I would supplement with other ones. And so the catalog had historically performed really, really well. I was doing about $125 a day in ad spend. And, you know, it was getting a few sales a day on it. So I put it back on just a couple of days ago.
00:28:20 And when I put it on for about $200 a day, Facebook said, we don’t think this is going to get you any sales. And I was like, what? I put it up to three 50. And it was like, yeah. Okay. Well, you know, I didn’t get that morning message. So it’s been on for about a day and a half.
00:28:37 I’ve gotten one sale. I’m really nervous about that. I’m like this, it seems to me like the tried and true tactics, tactics and techniques that were once successful are no longer. So I wanted to get your advice on what I should be doing. I want to kind of get my people that have interacted with my grand warmed up for BFCM. So what I was thinking was doing just some maybe video ads,
00:29:02 taking them to a landing page, having them opt in and then getting them on my mailing list. And it will be cheaper for me to market to them from the mailing list. But I just wanted to get your, your eyes on it and just get your advice on what I should be doing Now. A couple of good questions. When you say like you relaunch it,
00:29:20 did you just like, turn it back on and change the budget? No, I, I duplicate it and I did a whole new cause I knew that one was getting kind of stale and it had been showing you the same small segment of people. And so I said, let me refresh it, you know, did a whole new one. It’s the same parameters.
00:29:38 I didn’t change the parameters. It’s still showing from the catalog dynamically, but I did a whole new one. So with the idea that it’s going to show to the some new people, maybe they’ll get excited, boom, but not a whole lot of excitement going on. And I definitely always say like, it’s always better to relaunch something than something. If something gets paused,
00:29:57 even if it’s for like a day, it’s usually better to just relaunch it. Whenever you can pause something, it’s basically sending a signal to Facebook that like, you’re doing a bad job. Or if you have reduced the budget of something, it’s sometimes selling Facebook, a signal that like they’re doing a bad job. So they try to, they try to like go outside of what they would normally do to try to do a better job.
00:30:22 So when you leave something running, cause it’s, it’s working, it tends to continue working. And if you pause something, so that’s what I was saying. Like, I’m glad you relaunch it because it basically gives it a fresh set of life. And Facebook wouldn’t turn itself back on trying to go outside of what it normally did. That being said,
00:30:38 it is very true. Like the last just three months, four months has been Facebook has changed a ton in advertising and she’s a ton. So Jen, not necessarily the exact same things that we did a few months ago and we’re going to continue working now. So I’m also like a lot of Facebook’s power comes from like having consistent stream of data so it can like learn and optimize.
00:31:02 And if you hadn’t been running ads for a little bit, then kind of like not only have things changed, but also if it’s kind of had like a lack of data going to the Facebook pixel, probably just because the traffic has been lower than what it, what it’s used to. So it may take a little bit to restart it. So that being said,
00:31:18 I wouldn’t worry about any of those warnings about the budget. Like if you want to start it like $50 a day, hope you get one sale. I would say, it’s fine. Facebook tells me all these different warnings and I’ve been in the game so long. I ignore them all. Like, cause the reason they tell you warnings is because they want you to increase your budget.
00:31:36 They want you to use your budget. And so you can spend more money, but like that doesn’t mean it won’t work. So I would take a lot of those things with a grain, with a grain of salt. And always, if you guys have those questions about awarding, your seeing, you can come ask me on these calls and I’ll let you know,
00:31:51 like, do you actually have to be concerned about it or, or not? So that will be, I definitely think, you know, what you’re doing is, is all all right. And definitely it may not start working right off the bat. So I would definitely recommend potentially relaunching on a smaller budget on it that way you’re not as stressed about it.
00:32:12 And then it’s still getting some data and you’re still back in the game, but nest is not necessarily like something that makes you want to just give up completely and shut it back off. And then I would say it might be worth going in and rebuild or using some of those audiences that you had built in the past. I haven’t for the catalog, but I will for the,
00:32:34 so with the, the BFCM strategy that I was planning for to go, you know, to the people are already warm, right? They they’ve already had some interaction they’ve already kind of, you know, touched, you know, either the Instagram, the Facebook, the website, something like that. And then I had an audience a while back that performed really well for cold traffic,
00:32:53 just purchases. So, you know, may try to tap into that. I’d need to probably do some lookalikes from my Klayvio account as well. I think the end game is, and you’ve, you’ve always said, this is that you gotta just keep experimenting and keep trying things to see what works. And a lot of it now is creative. And like you said,
00:33:11 we’re talking and Instagram and people just want to be entertained. And if the, if the still images not, I mean, so compelling that it stops the scroll. You better have some video in there that you’re teaching them something or you’re informing them about something or entertaining them in some way that of course fits your brand. So I’ve come to that realization.
00:33:31 I’m like, I’m in it. I’m an entertainer, I’m an entertainment company. It makes sense. Like I would say also like dynamic product ads are great, great tool. They’re like, one-to-one the toolbox. You have a screwdriver, you have a hammer, you have a, all these different tools. It’s one tool. I think it could work really well for remarketing.
00:33:51 For those people who are going to your store, maybe you have an ad, like you said, that’s 20 people to a mailing list. Maybe you could add in that way. Or maybe it’s just doing traffic. The store, the dynamic product ad could be a great way to re-engage with those people because they’ve already shown some level of interest or intrigue or they at least know about the brand.
00:34:10 Now you’re just having a way for them to quickly buy something if they’re interested. So that could be a great tool for remarketing. Also potentially building out carousel ads, which carousel ads are kind of like a dynamic product ad, but you have full control over what products you show full control over the creative. You don’t have to just be like kind of importing the product images from Shopify.
00:34:33 You can actually have the creative be something you design or have a designer do. That’s a lot more eye catching that those, those will both work for that remarketing strategy where I’m seeing a lot of people who are, you know, maybe they’re discovering a really good cold traffic source of customers. And maybe they’re just using remarketing Facebook ads for a marketing tool and that’s,
00:34:56 and that’s totally fine because that’s one thing that’s great about Facebook is you can build these audiences of people who have engaged with, with any of your Facebook posts, people that have engaged with any of your Instagram posts. People have visited your site. People have purchased in the last six months and you can use Facebook ads the way to get back in front of them,
00:35:15 which is, which is awesome. The only caveat to that is because what happens sticks, you know, six months ago for whatever it is July, when these iOS updates came, all the, a lot of those people who opted out of tracking have now been removed from those lists. So even if someone, you know, visits your website, if they have opted out of tracking,
00:35:39 they won’t be on that website visitor list anymore. So what works really good is any type of data that exists on the Facebook platform. So Instagram engagers, Facebook engagers, those all are all data that Facebook can still track because it doesn’t require a Facebook pixel. If someone likes my post, it has nothing to do with my Facebook pixel. The Facebook pixel goes to my website for will visit my website.
00:36:02 So you could also do things like if you could develop an organic strategy for your Facebook page, or you have these posts that are like, or these ads that you’re talking about running that are entertaining, or maybe they just like, they do show off the brand and the product, but they get a lot of engagement. Then that’s the way you could remark it with ads directly to the product for sales and those optimized for,
00:36:23 for conversions. And you try to get sales that way, but that way, at least like you can leverage that Instagram data. You can leverage that Facebook data as much as you can, where you’ll have full, full access to it, where the pixel data I’d say we’re, we’re probably at like 60 to 70% of the amount of data we used to have.
00:36:41 We have, we have now Does Facebook counts the people that have interacted with your stories as part of the IgG engagement? Because I feel like I get a lot there versus on the post these days, the posts, they want you to boost everything. I’m not boosting anything. Exactly. That’s what they’re trying to do. And I will say for anyone doing like organic social media marketing,
00:37:06 they are like rewarding people who use reels, Instagram reels. Like they’re actually not only are they rewarding you with reach, which is crazy to think that like reaching your demographic is a reward like reaching to people like your account. But like, it truly is. They’ll also on Instagram. Using reels is the only way to really reach people outside of your audience.
00:37:29 If I share a picture on my Instagram, or if I share a video as a post on my Instagram or share something into my story on Instagram, the only potential people who have access to seeing that or people who follow my account. However, if it’s a reel that goes outside and uses algorithm to show it to people who do not follow you, who it thinks will be interested in it similar to like what Tik TOK does.
00:37:54 So I’m talking, I’ve talked to lots of people when they started using reels as a, how they post on Instagram, they get thousands and thousands of views of their reels and thousands of new people liking their page and engagement because it’s the only way to go outside of the, that, that set follower list without pain That’s right. A hundred percent true.
00:38:19 And the real they’ve been effective for us. I, I sometimes I’ll put stuff cause we have a retail store. Sometimes I’ll just put like a customer, came into a retail store and we show them how to style a scarf and they just go nuts. And I’m like, damn, I’m, that’s why I said, I’m, I’m an entertainment company.
00:38:35 So Hey. Yeah, we have to think about content that is going to entertain, but it’s also kind of like a soft sell, right? I’m showing you how to style this scar, but I want you to buy the scar, but I’m not saying it, you know? Yeah. And here’s the next level level of it. You put, you put them on your Instagram rails,
00:38:53 they’re a hundred percent free. You start tracking the performance of it based on engagement. Not only can you like run ad to the people who engage with it, which now it’s like you have a full control over that data and that audience now they saw the Instagram real about the scarf. Now you can send them an ad about scarf and talk about, you know,
00:39:14 run that as the scars. But also you could export that piece of content. If you have a reel that blows up and does really well, that’s a great sign that you could run that as a video ad on Facebook and now you’re not just starting. Yeah. So what you do is you just, you just save that video down as the real,
00:39:32 and you upload that to your Facebook ads manager as a piece of as a, as a video. And that way, you know that like, Hey, this is a great starting point with a P with an ad that’s going to get do really well because you already know, you know, Instagram real show showed it to 5,000 people and likes, and the algorithm kept showing it to more and more and more and more people.
00:39:55 That’s a great sign that when you show that on the Facebook ads platform to random people that you are paying for it, you’ll get more and more engagement and more, more people interested. So that’s like a great way to do testing. It’s just not in our percent of the reason that people don’t do this is because they don’t want to take the time to,
00:40:12 to make organic content for Instagram reels. It’s not that it won’t work. It’s just, I get it. I get stopped. It’s tough being a business owner and I do it all. But, but yeah, A really good idea. So the only, the only question I have about that is that, you know, most of the reels are we use the vertically oriented video for the reels.
00:40:34 Cause that’s kind of how the native platform is, is configured. Is that okay on, on Facebook ads? Because I thought it’s kind of like a square thing. You can do the full, the full length on Instagram. Sometimes it does crop it, but when you upload it, it gives you the option to either convert it to a square, have it be tall,
00:40:54 or have it be, I believe it’s like four or five, which is, it’s a tall rectangle. You probably see it all the time on Facebook, but it’s not necessarily full, full feed. But let me see if I can find an example right here in a holla and I’ll show you, let me look and see just going through Facebook, looking for ads.
00:41:16 This is what I do in my spare time. I go on look for ads for ideas, but yes, you absolutely can run it as a vertical. And you can actually even select like stories as a placement, if you want it to and just say, Hey, just run this on stories. And then fertile field can also work in feed. What it will do is it will crop it to basically,
00:41:41 or a tall rectangle. And then when you click it, it will expand full screen, like the full size. Oh, that’s a really good idea. Cause we’ve had some really good reels that people have gotten knots about. So that will save me a lot of time in terms of thinking of what kind of content to put together. Cause it’s a struggle,
00:41:59 like you said, you know, you’re trying to run your day to day and then you have to think about these creative ideas that you think will resonate with people. Yeah. I know that, you know, like our creative team, they specifically like will go out of their way and making new Facebook ads that are never going to be put on reels.
00:42:19 They’re never going to be put on Tik TOK, but what they do is they actually film them and upload them and on the Tik TOK platform. And then they export them even to the fact where they have the Tik TOK logo on the brand’s Tik TOK account, because when someone sees the Tik talk or an Instagram real shared in their Facebook feed, it just is something like that’s easy to consume.
00:42:44 It’s like people love, they’re fascinated by Tik TOK videos. They know they’re short, they know they’re entertaining. They know they’re funny. They know they’re silly or whatever it is that as your Facebook ad, as the piece of content, you’re immediately saying like you’re putting money towards something that people are going to stop and consume as a piece of content where if you upload a picture of a carousel ad of a bunch of products,
00:43:08 people are just like, this is a carousel ad. This isn’t, this isn’t a funny piece of content. This is, this is someone trying to sell me something. So. Yep. Awesome. Well, thank you so much, Andrew. I’m going to put some of this stuff to work and I’ll report back next week and let you know. All right.
00:43:27 Thanks so much. You too. Bye-bye Cool. So, okay. We’ve got another question Chris just says, I’m seeing sort of my sh Facebook data sharing settings are changing November 8th, 2021. Review your settings as they fit your needs for the best performance. Make sure your privacy policy is up to date. I noticed that in Orthodox, but I had actually switched to converse API before,
00:43:49 but found we did amazingly better without it just regular enhanced connection. So we switched back guessing Christian API will be mandatory now. Yeah. So I’m not sure if they’re a hundred percent making it mandatory, but Facebook is really, really pushing for it. Just because if we were lie on browser pixels, only it like we talked about at hamstrings Facebook’s ability to get data period.
00:44:13 Right. So if you’re only using your browser pixel, you’re only getting 60 to 70% of your data. If you’re using or maybe less, if you’re using an immersion API, then that can help you get a large, more segment of your data, which is the data we really want the end of the day when you’re saying you switched, you know,
00:44:35 to conversion API. Yeah. So conversion API, basically just, I do both also, by the way, Krista, I have my Facebook Results and my conversion API. I don’t just do one or the other that way. I’m just like basis covered digging in my shit as possible. If someone has on their iPhone and they opt out of tracking, they see an ad and they click it and they go to my Shopify store.
00:45:04 If they buy something and they have offered out tracking, and I’m only using my browser pixel, I will never get that data because the browser, a pixel and the cookies never will fire. And that Facebook pixel that’s in your browser. And then the backend of your website never fires. And we’ll send that data back to Facebook because that person has opted out of tracking.
00:45:26 And so apple is blocking that cookie. If they are opted out of tracking, if they have allowed tracking, it works just as well as anything else. If they’re on Android or just as well as it used to, but you got to figure there’s a lot of people opting out of tracking. There’s a lot of people buy phones. So if they’ve opted out tracking,
00:45:46 they click your ad, they go to your website and you have your browser pixel and they buy something. And the browser pixel won’t fire. Well, what that does is the conversion API just not allows Shopify to send that conversion and that data directly to Facebook without using the pixel. So it’s more of a data sharing agreement between Shopify and Facebook or will commerce and Facebook.
00:46:11 It’s like the, the server is sending that data. The only problem with that is, is like that data gets over. However, it can be up to a 72 hour delay and there’s a limit to how much data they can send over because it’s like, this is a, this is a whole new level of transaction that they’re not normally used to doing because cookies and everything like that is like super easy,
00:46:34 super quick. It’s super outdated. Like just fires, sends the data over. But a server transaction has to go from like Shopify server, send it to Facebook server, connect it with a last click ID and then report it back to the right ad and, you know, add ad set campaign. However, the problem is that like that can take three days.
00:46:58 And like we’re looking at our ads every day. Like there’s days where I pause, I look at campaigns that are paused and they have sales. And I’m like, why it’s because that sale probably happened three days ago. I shut off the campaign that conversion API data just got there. And even then sometimes it’s inaccurate. It’s like, it tries to figure out what clicks led to what,
00:47:19 but it’s still an accurate, the reason why we still want to use conversion API is not just so that we can tell how our ads are doing. I’ve a better scale. So we can actually see if as we’re getting sales or not, which ads are getting the sales. And so we can make optimizations, but also because our Facebook pixel, if people have opted out of tracking,
00:47:41 they’re never going to get that data of a purchase and a purchase data point on the Facebook pixel is super, super important that allows that pixel to be like this person bought here’s everything I know about them based on their Facebook profile, this person bought here’s everything I know about them based on their Facebook profile. And at that day, that never gets to the pixel.
00:48:02 It doesn’t even matter if it’s going to say it never in my campaign never reported a sale, but also that pixel will never get there their data and understand that Krista bought this. Krista likes this, this and this. This is Christa’s shopping behavior. Here’s how she interacts with Facebook. Here’s all these other data points we have about Krista. So it’s more like that data never getting the pixel so that pixel can’t machine learn that’s number one,
00:48:28 number two, a lot of us, hopefully what we do is we create an audience on Facebook that says people are purchased my product over the last 30 days. Maybe it’s 180 days. Maybe it’s 60 days, basically, because if someone buys a, if I’m selling this, this probiotic supplement and someone buys it today, I don’t want to show them an ad for it tomorrow that is wasting my money because that person is not going to buy it again.
00:48:55 And with these Facebook audiences, the Facebook algorithm has this tendency to show the ads, the same people over and over again. Just like I’m sure all of us, when we’re on Facebook, we see the same ad multiple times, right? That’s not an accident. That’s the algorithm identifying you as someone that thinks would buy this. And it is trying to get it in front of you as many times as it can to see if you’ll eventually show some sort of interested in it.
00:49:21 So we have to exclude those people to help save money and to provide a good customer feedback, experiences, not a good customer experience to just like show them an ad for the same product they just bought over and over and over again, they’re going to say, why are you showing me this? I just bought it. Or if you like launch a sale,
00:49:36 let’s say you have a 30% off sale today. And someone bought something yesterday. They’re going to be like, what the hell is this about this yesterday and today 30% off. Right? So by excluding your 30 day purchasers, you’re making sure that you’re not advertising the same people who already become customers is really, really important. And then on top of that,
00:49:52 so if Krista buys doesn’t have conversion API on, then we’ll continue to show her ads over and over again, because Facebook never understands that Krista actually bought something, which then helps the pixel not learn about who Krista is and what type of information, if they have about our, to, to create further future ads for her. But then also it will continue.
00:50:14 It will never be able to add her to that purchase audience, right? So the level three of that is a lot of us create lookalike audiences based off our purchase data. So we want as much purchase data as we can. If I have a people and my purchase audience, and I create a lookalike audience, it’s going to be based off all the data of these thousand people.
00:50:33 If I have 10,000 people in that audience, that data is like, there’s so much more data that look like audience will be so much stronger. That look like guidance will be so much more specific. If you have a hundred thousand people that looked like an audience will be even even better. So you gotta figure like we’re not all of us, aren’t getting a thousand purchases.
00:50:51 Most likely, if we are, then we probably don’t need to be on the skull. I wouldn’t need to be here if I was thinking a thousand purchases a day, but you gotta figure like you’re getting this many purchases. If you don’t have your version API, you may only getting this many, put it into your purchase audience. And that’s what you’re building a look alike audience offer when you could be getting this or maybe this,
00:51:09 or maybe this, and it’s just so much more data and just helps overall so much. So conversion, API solves several problems, selves the pixel, getting the data, knowing how to optimize you, getting accurate results in your business manager, your audit, your audiences populating. So you don’t advertise the same people over and over again. And then on top of that,
00:51:28 your lookalike audiences will be much stronger when you, when you go to make those. Yeah. I’m really surprised to, for sure, for sure. I totally get it. And it could be just the fact that like, sometimes you change one thing, like Facebook can be very, very fragile. So just because you turned your immersion API doesn’t mean,
00:51:47 it means that everything’s in the better overnight, but in the it’s like more of a long-term thing. And I would definitely make sure you have your Facebook police on too. And everyone does go back to what I said earlier. Fear of Facebook clicks on you also have your conversion API on. Facebook’s gonna yell at you and be like pixel error, pixel error.
00:52:06 You have both, I don’t care. I don’t care. I want as much data as again, because I know what I’m doing and I ignore it. I completely ignore that error. So that goes to show you, like, when I talk about Facebook errors, like always let me know for on Facebook areas. Should I be worried about it? Should I be concerned about this should not be because a lot of the times they’re,
00:52:28 they’re kind of bogus and it doesn’t matter really, really, too, too much. So that all being said, that’s what I would say to be on the lookout for. We covered a lot today. I feel like this was very productive. We talked about metaverse and Facebook changes. We’ve talked about troubleshooting. We talked about ideas about creative, talk about Instagram reels and how that’s a resource you can use organically.
00:52:47 You could also use that Instagram real to be able to make ads. And you can use Instagram reels for testing ad creative and be making content on scrum reels. That could be organically go out to your, from your brand to your audience, and then use that data to, to, to build out a strategy on Facebook ads and, you know, conversion,
00:53:06 API and troubleshooting error messages and stuff like that. So hopefully everyone got something valuable from this call and yeah, definitely. I’m looking forward to next week. So if you guys over the next week, come up with any ideas or if you have any issues over the next week or anything you’re doing in Facebook land that you got questions about, I’ll be ready to totally revise as much value as I can for you guys.
00:53:32 So I hope everyone had a great weekend as always. I’m Andrew and I’m at Sawtooth media group and we run, we run ads for, for anybody. A lot of e-commerce stores, a lot of BGS clients come to us if they need help with their ads, if they need help with their ride creative, if they need help with anything to do with,
00:53:53 with advertising. And so we’re here to help. So just let us know if there’s anything we could do. And if not, then we can just keep jumping on these Friday calls and helping you guys out as much as I can with the time to tell me. Yeah. But anyways, have a great weekend guys. And I’ll see you next week.