00:00:08 Happy Friday, everybody. Welcome to Facebook Friday, just Andrew. And I talked about movies. So don’t mind us Feel free to jump in. Anyone sounded good as any good recommendations. Let me know. I wouldn’t saw terminals. It was awesome if you anyone’s into Marvel stuff, but, but yeah, so, so yeah, I want to do so much last week.

00:00:29 We didn’t have any pre-submitted questions. So if anybody on the call has any questions they wanted to kick us off with, or if you had something that you were struggling with or needed help with specifically, we can dive in and start started working on something. So just love to see whatever we can do to provide some, some, some value for you guys today.

00:00:50 If there’s any things that you’d like me to take a look at, or if you, you know, we’re, we’re thinking about starting to run some ads some soon and had any questions or anything like that. Well, if we don’t have anything started with, I can, I can go over some, some stuff I’ve been seeing in the, in the marketing world and Facebook ads,
00:01:29 world, and one big thing that I want you guys to all put on your radar. That is pretty, pretty massive is let me see if I can bring it up. Give me two seconds. Let me, I’m trying to think about the best way to do this. Okay. Let me do it this way. How was everyone’s a week? Everyone have a good week.

00:01:59 I feel like this week, like started off really slow. Like I remember on Tuesday I was thinking like, this week is, it feels like it should be Thursday or Friday already. And then now that it’s Friday, I feel like the week, like super fast, which is awesome. Now I’m like, oh crap. It’s already Friday. It’s awesome.

00:02:17 But earlier this week it was, it was, we were, we were slammed. Hey Krista, we were slammed this week in the Facebook ads world. And e-com, you know, guys, it’s, it’s black Friday time. It’s getting really, really competitive. A lot of people are trying to launch their black Friday stuff. They don’t want to miss out.

00:02:42 Yeah, definitely. Definitely fast for me too. So I’m going to give you guys a little bit of insider knowledge, but I can’t show you all of it. So I’m going to try and put some of it on a Google doc. That way I can just show you yeah. The time changes were crazy and it’s weird too, because it gets it’s down here in Florida.

00:03:07 It gets dark a lot later than I grew up in Maine. And in Maine I’m in like the dead of winter. It’ll get dark at like four o’clock in the afternoon. Like, it’ll be, the sun will be pretty much down by four 30, but now in Florida I’ve been, I’ve been having calls from like 5:00 PM to 6:00 PM Eastern and I’ll start the call and my lighting will be great.

00:03:29 And then by the end of the zoom call, I’ll look like a ghost. I’ll just be like pitch black in my room with just like the white silhouette on my face from this screen. And it just gets dark like so quick here. And I’m never prepared for it. All of a sudden in the middle of the call, I’m just like, holy crap.

00:03:46 It’s pitch black in here. So I need to figure out some new lighting or something. This is my first real winter in this house I moved into. So I realized that like in most of the year in Florida, like it will stay light out until eight o’clock at night. But, but yeah, that’s definitely changing quickly here. Cool. So cool.

00:04:11 So let me put this in this. Okay. Yep. Yep. So, cool. Let me share this. This is gonna be some fun. Maybe we can have a discussion about it. Maybe you guys might have some questions about it, but basically this is like super insider stuff. This is stuff that you guys probably are completely aware of and probably 90% of the people advertising on Facebook are unaware of this right now,

00:04:36 but I have some pretty high access at Facebook and some, some things that I just do for my business, my business, I pretty much generate 90% of our businesses. Revenue comes from service fees for running Facebook ads. So people hire us to run Facebook ads for them. We do the full funnel optimization. We do the full creative ad copy, headlines,

00:05:08 copywriting, and then the actual, like jumping in the platforms, audience, building strategy, everything. So the great thing is we know we’re always, we have at any given point, maybe 30 different businesses we’re running ads for. And over the course of the past couple of years, we’ve probably run ads for a hundred hundreds of different e-commerce businesses, a hundred different stores.

00:05:27 So we’ve seen a little bit of everything we know kind of what works, what doesn’t work, everything like that. So one of the biggest things with me is, is being up-to-date on policy because if I I’m sure everyone’s heard of the bogeyman at Facebook of, of compliance of, if you do something wrong, they can be very unforgiving. And, you know,

00:05:49 we’ve all heard stories of companies that have lost Facebook advertising and it can be extremely detrimental to their business. And obviously for me, it would be, you know, you know, 90% of my revenue, if I was unable to advertise on Facebook, I would be have this switch, like do a hundred percent being a Google advertiser, Google ads or YouTube.

00:06:08 As of right now, I would do what everything. But Google ads would be a huge bathroom instruments, Facebook ads, Snapchat ads, LinkedIn ads, Tik TOK, ads, everything. So no matter where our clients want to run ads, we can create strategies and the creative and like kind of handle it all for them so that they can just focus on their business.

00:06:26 So one of the things I have to do is keep up the policy with all of these different platforms. And the biggest thing with Facebook is compliance. Most people start advertising on Facebook, not knowing compliance fully, and they’ll get themselves in trouble and lose advertising access. They can lose their advertising access on different levels. You can lose your advertising, access on your ads being rejected.

00:06:50 That’s like the most common things or people have had it happen to you before. Sometimes that can be a false flag. Sometimes it can be real. Sometimes it could be really a policy violation they’re seeing. And the problem is they’re not transparent at all. So basically you have to do it by trial and error. Like I’ve seen so many ads rejected.

00:07:05 I have to go in and then like, Searchie like reverse engineer thing about why the ads getting rejected and compare it to policy. So I have to be studied up on policy. And so does all of our copywriters at my company. So it was all our media buyers. And then also sort of all the people making the creative, because the creative in the images or videos,

00:07:22 there’s things that you can say and do that can get you, that can get you banned from advertising. So you can get your ads rejected. You can get your ad account disabled. That’s like very frustrating. It’s not the end of the world. It’s not necessarily the kiss of death. You can get an ad account disabled and you can get it back.

00:07:41 I have had times where I’ve had accounts get disabled on a daily basis. And in fact, the times where I don’t think I’ve had an ad account disabled for, you know, six months now, but if you’ve got enough ad accounts disabled, if you get enough ads rejected, it can go up all the way up to them or disabling your business manager,

00:08:00 which is probably the second worst thing that could happen to you. Each individual Facebook user can have five business managers. Most people don’t know that. So that’s insider tip tip for you. Me being someone who gets a hundred percent of their 9200% of the revenue from running Facebook ads. I have, I have all five of my business managers already maxed out.

00:08:22 I actually even went to the extra extent to create a unique LLC with a unique EIN for each business so that I can get each one of those business managers verified. Getting your business manager verified with Facebook is when you pretty much submit documentation that, you know, I own this business. This business owns this business manager and here’s my proof. Here’s my EIN number.

00:08:45 Here’s my business info, my articles of incorporation or whatever. It might be verify my address and phone number with like utility bill. So what that all does is it allows Facebook to understand that I’m not just someone jumping in the game and doing drop shipping. I’m not somebody who’s been banned from advertising before and just trying to start over. So I have all five business managers verify that way.

00:09:05 Of course, case scenario I did ever lose a business manager. I have more, or if I ever needed more ad accounts or, or, or if maybe I wanted to start a new business and keep it separate from my business at any time, then I had those business managers. And the worst thing that could ever happen to you is if you lose your advertising access,

00:09:23 which means basically they ban your individual Facebook profile, like your Facebook profile from advertising. That’s like the absolute worst thing that could ever happened to you because Facebook is very smart. They keep track of IP addresses. You can create a second Facebook account and maybe you can get away with advertising for a little bit, but usually it catches up to you. And usually they figure out that it’s you.

00:09:45 And then they just ban that account and keep you even like higher up on the radar. So usually what happens if people end up being know, say banned from advertising. So a lot of times they will come to an agency like us to help them says we have higher up levels at Facebook because we’ve spent a million dollars a month. So we have direct support from Facebook and partnership with Facebook,

00:10:07 but also because we know like what to do and what not to do, not to get banned. So that all being said, I’m constantly keeping up to date with policy to see if there are changes. And one of the things I do is I do put a visual ping on all the Facebook policy pages. So basically that means whenever there’s a change on the page,

00:10:30 whether something is added or removed and they publish update on the page, it sends a visual ping alert to my email, letting me know that something has changed and they let me know what’s changed. So if they add a policy, so hypothetically, if they added a new policy saying we are outlying the sale of advertising to, you know, some of the things that have been banned in the past,

00:10:50 like dating services, dating services used to be allowed on Facebook. They’re not allowed anymore. So at one point they put in their policy like we do not allow dating services, that when they update that page, I send a visual ping to me, letting me know that that’s not allowed anymore. So if I had any clients that were doing that, I knew that,

00:11:10 okay guys, we can’t work on this project anymore, whatever it might be. So I got a visual ping this week that said, you know, with a lot of this, you have to kind of read between the lines and I’ve been dealing with Facebook for the last decade. And they never, as all you guys know on the call, who’s worked,

00:11:26 had to deal with Facebook running ads. They have no transparency. If you get an ad rejected, they’ll tell you what policy you’re violating, but they won’t tell you what specific thing they’re talking about. They won’t tell you if it’s the image. If it’s the ad copy, if it’s a headline, they just say, this is rejected because it goes against this policy and then you kind of have to reverse engineer it.

00:11:43 So a lot of this is well between lines too. But my visual ping showed that they removed some things from their advertising policies. And this one that they crossed out in red says, ads must not contain before. And after images that contain unexpected or unlikely results, ad must not imply or attempt to generate negative self-perception in order to, to promote a diet,

00:12:08 weight loss, or other health related project products. So one thing I noticed was that basically how they do this is they add, if they’ve added stuff, it comes up in green. If they remove stuff, it gets frost down, right? So they remove this line from their policies saying, ads must not contain before and after images or images that contain unexpected or unlikely results.

00:12:31 Meaning that if you read between the lines, that means that you could potentially run ads that contain unexpected on likely results. Or you could run ads that contain before and after images. I’ve been in this game for so long. They’d been outlined before and after images for since 2017. I remember the last time I remember it being a big deal where we couldn’t even have them on the lighting pages either,

00:12:54 which means if they’re allowing it in the ads, that means that they’ll allow it in the landing pages too, which is crazy. Especially if you’re doing anything, health and wellness related or anything medically related. Like not just saying like before and after, as you think about like weight loss, if you think about like fitness, but also think about like,

00:13:11 you know, if you had like a skincare line, right. And showing someone like bad skin versus good skin, if you notice you don’t see stuff like that on Facebook, you see that stuff on TV. She had stuff on like YouTube before and afters, but you don’t see them on Facebook cause it’s been outlawed for all this time. So this is huge.

00:13:28 This is huge. If you have anything that like creative can be shown them before and after the reason why they don’t allow it is because it’s so easy to like falsify those results could easily like Photoshop. Like everyone knows like four and a half hours. A lot of them times are Photoshop, stuff like that. But this goes into another email that specifically I got from my Facebook rep.

00:13:48 So this is directly from my Facebook rep, who is one of the extremely, extremely high level Facebook reps in Tel Aviv, Israel, all the Facebook like compliance and advertising division is all in Tel Aviv. Israel. For those you don’t know. So if you get a rep there, that means that you’re you’re in the game. So it says on October 27th,

00:14:14 we were updating our personal attributes, advertising policy enforcement to improve the experience for the businesses that use our products. Now we got to read between the lines here continue. And one of the biggest things that I take from this is this word right here. Whenever Facebook usually changes things and they yell at us or they send us emails. It’s always talking about the user.

00:14:38 It’s not talking about businesses. It’s normally we’ve updated the personal attributes with advertising policies, doing enforcement to improve the experience of the user, right? We are being stricter on you because we want to improve the, for the user because Facebook is all about their users. They’re allowing us to advertise what they want us to be advertised in a certain way, which is why they’re so strict because they want to improve the experience for the user.

00:15:04 Never once have I seen them talk about policy enforcement to improve the life of businesses like us, all the people on this call, it’s always a hundred percent of time. The opposite. It’s always you no longer can do this. You no longer can do this. If you do this, you’ll get banned. We’re maybe being stricter on this or being Searchie on this.

00:15:27 So what I think is what’s going on is we had our iOS updates. All of us are seeing extremely poor performance. And Facebook is now thinking, well, a lot of people are stopping advertising. A lot of people are potentially reducing their budgets. They used to spend a hundred thousand dollars a month. Now they’re spending, you know, $50,000 a month.

00:15:52 Maybe they left advertising altogether. And a lot of people are seeing worst results, right? And why do we Everest results? Cause we have worst tracking and there’s nothing we can do about it. It’s Facebook’s kind of fault because they have this archaic system of tracking that works so well. But you know, Google and apple pulled out the rug underneath them,

00:16:12 which, which is hurting them. So they are now seeming to be changing their advertising policies to help us because if we can run ads that have higher conversions, if we can run say things that would help us get conversions, if we can show creative, that helps us get conversions. Think about if you’re selling a weight loss product, and all of a sudden you weren’t allowed to show someone’s before and after results.

00:16:37 And now you can, you don’t think that’s going to help with your conversions and help with your return on ad spend. They’re trying to find ways to lure us back into advertising and, and they can’t figure out this tracking issue. I don’t think so. What they’re doing is they’re being lenient on us. Another thing that’s what’s happening is that a lot of people don’t know about is Facebook is doing massive restructures on their,

00:16:59 on their backend, especially with advertising for advertising is they generate all of their money. But right now they’re working on this new metaverse product. And right now they’re working on all these new things. So there’s a lot of restructuring going around. I think they’re investing like $10 billion into the Metta project. And they’re taking a lot of their highest performing people from all these different divisions at Facebook and putting them onto this product project,

00:17:25 which means that I know some even agencies that are way, way, way, way, way bigger than me. And they’ve lost their Facebook rep because their Facebook rep got moved onto a new project. And they’re kind of just like, don’t know what’s going on. They don’t have any insight into if they’re going to get new rep, do they still have a rep?

00:17:42 And this is that’s awful. That could happen to me at anytime too. Like I’m very scared of that happening. So, but, but when it goes to, it goes, the show is like, this is no longer, like this is definitely their profit center, but they’re so invested in this new projects, but in $10 billion on it that they are now like dedicating a little bit less attention to this.

00:18:02 And I think what they’re doing is they are becoming a little bit more lenient and kind of allowing it to be a little bit more like the way it used to be. If you were running ads in 20 16, 20 17, which feels like a lifetime ago, it was the wild, wild west CPMs were so low. The algorithm was so strong, tracking, tracking was so accurate.

00:18:22 You could pretty much like you like really couldn’t fail. Millionaires were made overnight. You would launch a digital offer. Like for example, the first big, big project I was ever a part of in Facebook ads was a, a weight loss offer that was about the keto diet in 2017 when like the keto diet first started becoming mainstream. And a lot of people had been seeing things about it on maybe Dr.

00:18:46 Roz or Dr. Phil or Oprah magazines. But like there, wasn’t still a ton of information about it. So I was part of a team that launched one of the first like Facebook offers, that’s dealing with the keto diet and we were basically selling a PDF. Like it was a PDF of like how to do it. Here’s a PDF of a grocery list.

00:19:05 Here’s a PDF of a, of a workout. Here’s a PDF of like foods, eat foods, not to eat. And I think we are selling it at the time for like $37 front end. And then we would do remarketing. If, is if you like add it to cart or you went to the site, we’d bring market to it for 50% off.

00:19:24 When you think about these margins, like we were selling a PDF, there was very low, no cost of goods sold. We were selling just an email that they would get that would have these documents. So we didn’t have a ton of overhead. We didn’t have cost of goods sold. We didn’t have anything to ship. We were just using ClickFunnels.

00:19:42 And what we turned out to be is we were spending like $30,000 a day on Facebook ads would like record low CPMs. And we were making, you know, like a two row us. We were making like $30,000 net revenue a day because Facebook was this wild, wild west. And even back then we could not use before and afters. So think about that.

00:20:03 We were not allowed to use before and afters back then. And we were doing that much damage because really what it was was we had the right product. There was no one else doing it. We were the first to market. There was massive demand with no inventory meeting. Like we’re the only people doing it. And we had a great influencer behind it.

00:20:21 We had an influencer named through Manning who was a personal trainer who had did this journey on YouTube, where maybe you guys have seen it, but he gained 75 pounds on purpose. And he documented himself gaining 75 pounds by just doing like the standard American diet where you would just eat like cinnamon toast crunch every morning and eat. McDonald’s what he, late night snacks eat ice cream every night and just kind of do whatever you want.

00:20:48 It didn’t work out. And he gained 75 pounds and then he documented losing the 75 pounds is like, here’s exactly how you lose 75 pounds. And like, you can do it with me through this keto diet program. That’s $37. So we think about it. I didn’t really have anything to do besides being part of the media buying side of it.

00:21:06 But the offer was brilliant. We had the right person, the right story, the right offer at the right market, like the stars aligned. It’s one of those unicorn things where like it’s catching lightning in a bottle when you find that. But we had, we had a long time where we were, you know, making $30,000 a day every single day.

00:21:28 And we were seeing how far we could push it. And we were dealing problems with, with port afters, with weight loss, with this whole like may not imply to attempt to generate negative perception. Like they’re keeping that to promote a diet, but the images that can predict, contain unexpected or unlikely results like it used to be, you can’t say like,

00:21:47 you know, you say individual results may vary. So you couldn’t say like I lost, I lost 20 pounds in a week or whatever. Like, I don’t know how far this line is going to go, because that is an unexpected result. And they’re unlikely are unexpected. And that is now not here. So, so that, so when I talk to like,

00:22:09 this is why this is huge because this is, this is something that’s been in place since then. And this is back in the wild, wild west when CPMs were so low that we were able to, just to just, you know, do amazing, have amazing success. And what happened was over time, their policy has got stricter and stricter and the things we used to say and do,

00:22:27 we couldn’t do what happened was they started enforcing these policies on us. The CPMs started raising because so many people were seeing the success. They were having running Facebook ads and everyone else started copying all of a sudden. Now there was like 20 people advertising. We weren’t the only ones. And we didn’t really evolve the offer quick enough. And eventually it just became like anything else on Facebook?

00:22:53 Like it did. Okay. You know, and now it doesn’t exist anymore because you can just Google keto diet and get all the free information you need. Right. So people didn’t really, people didn’t really need need are our programs. So anyways, just as good to say, it’s like, this is how long this would be in place. So these changes should lead to fewer false positives,

00:23:14 which means right now people are like running ads and they’re getting rejected. And you’re like, why is this getting rejected? And then you go and you appeal it and they get overturned. But right now, if the policies are being changed, then all of a sudden that’s going to be a lot less, fewer false positive for us. It’s less annoyance for us.

00:23:30 It’s less red marks against our accounts. We talked about being in the call about getting banned because you have X amount of ads, rejected X amount of accounts, being disabled, X amount of business managers, losing advertising, access, fewer false positives, help reduce those amount of red marks and spend less time appealing ads. We updated the external policy page and the business help center to clarify the scope of the policy and simplified.

00:23:53 How do reviewed process for personal attributes? Personal attributes is one of their strictest policies they have on Facebook. They changed the part of the commitment to support businesses and help them better understand the advertising policies. I want you guys to look at this every single time it pops up this word businesses. Businesses is like, they never talk this way. They only talk about helping end users forever.

00:24:16 Facebook’s always been about the end users and they’ve just allowed us to advertise, but they’re actively adjusting their policies to make our lives easier. Those positive experiences are part of developing relationships between to create long-term business growth. Not long-term keeping users on the platform, but long-term business growth. They’re trying to help us. They’re trying to make us happy. They realize that they can’t fix this tracking situation.

00:24:42 So this is what they’re going for. And they put a super easy link here that if you ever want to get an ad, what do you have? Your ads rejected? You can a quick info of what to do when you get as rejected. But you know, these, these business words, businesses, this is, is absolutely massive for all of us.

00:25:04 So I’m still getting the details of this. This all came through this week. They put this into play October 27th, but they didn’t let us know until this week. And I, this was in an email I got from, from my fiscal credit directly to like us. It wasn’t like a copy pasta. We strongly believe that this is the best advertising experience or personalized.

00:25:25 And we all agree. This is why we advertise on Facebook because we want personalized advertising. I don’t want to see ads for things that I’m not interested in. And neither do you guys. And we don’t want to spend money on ads that aren’t personalized and what’s happening is with these iOS updates, like ads are becoming less and less personalized. You guys I’m sure are seeing ads for things that make no sense.

00:25:46 I’m seeing, I keep seeing ads for like stuff, for people that have babies. And I don’t like right. Facebook knows that about me. I don’t post pictures of babies. I don’t talk about babies. I don’t have any life events saying newborn baby, like right. Plus, because their targeting is off because their pixel is, the pixels are,

00:26:04 are learning less. And the pixels are, are getting weaker. Everyone’s audiences are getting weaker. So Facebook’s trying to figure out how to target those people. So this is all about targeting. So they, these personalized experiences, personalized advertising, they enable people discover products and services from small businesses like ours that may not have the ability to market them on broadcast television or other forms.

00:26:27 Media is exactly why we advertise in Facebook because we can’t just get our ad on ESPN or on daytime TV. They also enable a nonprofit social causes and organizations reach people in the most likely to support the benefits such as contacting people for fundraisers and charities and to care about at the same time, we want to better match. People’s evolving expectations of how advertisers may reach them on the platform and address feedback from civil rights experts,

00:26:51 policymakers, and other stakeholders on the importance of offending advertisers for abusing targeting options. We make available as part of these ongoing efforts, starting January 19th, 2.2, we were moving some detailed targeting options because they relate to topics that may perceive be sensitive, such as targeting options, referencing causes organizations, public figures that relate to health, race, and ethnicity, ethnicity,

00:27:18 political affiliation, religion, or sexual orientation. Examples may include health causes like lung cancer awareness for diabetes, that chemotherapy sexual orientation, religious practices, political beliefs, social issues, and causes. So the reason why I wanna let you guys know is because I know some people on this call work on products that have to do with maybe some, like, I know there’s one that’s like helping,

00:27:39 you know, things like children with autism and, and helping. So there probably is some interest targeting. That’s like autism awareness and some of these charities and things like that. So Facebook going to be removing some of these. This is more about just Facebook trying to be more inclusive. So there’s more just letting you know that like, if any of these,

00:27:55 if you are using any of these for your targeting, just, just be aware that they’re going away. And I just know there is some people in BGS that may be using some of these, especially some of these ones about political beliefs. I know some people do things related to like right-wing or left-wing maybe you’re selling t-shirts that are about Trump and you’re selling.

00:28:16 People are selling t-shirts about Hillary Clinton. Some people were selling t-shirts about, you know, social causes or public figures, or maybe you’re targeting people who are Jewish because you’re selling a product for Hanukkah, right. Or maybe you’re selling things that are religious, like just so that you’re all know that, that these are going away. Yeah. More so you’re just aware.

00:28:38 This is the big one I want to talk about. This is more just to help you guys out. So I’m going to jump in the chat and see if I can help anybody with any questions in my, on any of this. So Krista says, dealing with Facebook is like a bad relationship. They go from, if you don’t know what you did wrong,

00:28:51 that I can’t help you to trying to leave. And it’s like, no way come back. And they’ve been counting down on my door to have more calls with a rep like lately too. Super interesting how things are changing. Yes. And most of those, those reps are really Facebook marketing experts and they’re religious salespeople. Like they really can’t help you.

00:29:07 They can’t help you with compliance. If you’re having issues, technical issues, they can’t help. They’re just basically jumping on a call to try to get you to spend more money. A lot of times they give you a really, really, really, really, really, really want to underline that word. Really bad advice. They tell people to run traffic campaigns.

00:29:25 They tell people to open up their targeting, which right now like Facebook targeting segments, the absolute all all-time Morris. If you open it up, that’s not going to help things. You probably want to find ways to get more specific, things like that. So, so if you are taking these calls with the Facebook marketing reps, like save those questions and come talk to me,

00:29:43 cause I’ll tell you the real advice. And I have no stake in, in Facebook. So I’m not going to tell you to do things that I wouldn’t do myself. Kim says senior Krista, the rep has been calling instantly. I don’t find the ones that have helped knowledgeable. And quite frankly, by the time exactly. I said they, they,

00:30:04 they don’t know much about advertising. They have a very basic knowledge. They probably have just been through the basic courses. And their KPIs is probably judged on is if they can get people staying on the platform, are your, are there people that the advertisers they’re assigned to? Are they continuing to advertise? They continue to spend money. Are they spending more money?

00:30:22 So they’re trying to find ways to help you do that. Their, their incentives are not aligned to help really help you, you and your business. And they’re not even qualified to really answer most of the questions you guys have. So definitely come to me with these questions. That’s why I’m here. That’s why BGS has me here has helped you guys because I’m very,

00:30:40 very, like I said, 99% of people on Facebook don’t have access to these information. And a lot of them, aren’t probably, you know, on coaching calls to help tell people or they’re charging for it. And I don’t make it. I don’t make any money from these calls. I just, I just love working with the BGS guys that were announced for them.

00:31:02 And you know, every now and then if you guys need help and more help outside the call, and maybe you want to become work with my company Sawtooth, and then that’s a win for me. If I can help you guys even more, and maybe, maybe my business partners with your business and we run ads together, or we make creative for you guys.

00:31:17 And we have gotten a bunch of BGS people who have hired us and we’re having great results with them. So that’s why I do these calls just to help, to give back. And, and maybe someday we can work together. That’d be, I’d love that. So, so yeah. So junior reps, yeah. Not even that, like these people are,

00:31:39 people say Facebook rep, but if you look, you will not see the word Facebook representative anywhere. You will only see, you will only see Facebook marketing expert. If you see those words, basic marketing expert, that just means they’re sales person. And those calls like, they call me and they’ll be like, yeah, do you have the account open?

00:31:58 And I’m like, which account are we talking about? I have, I’m literally working on 30 accounts at least. And they’ll be like, oh, account this. And I bring it up. And I’m like, sure. They’re like, so have you tried this? And we try to look alike audience. And I’m like, I’ve been running ads for 10 years.

00:32:15 It’s like, there’s this a scene. If any guys watch the show, parks and recreation. But I’m the main character in the show named Ron Swanson. And he’s like this man, manly man. He’s like the definition of like American macho male. And he can like build things from wood and he drinks whiskey and he, he hates computers and he’s just all American.

00:32:38 And he walks home Depot and someone comes up to him and is like, Hey, can I help you find something? And he just goes, I know more than you. And just keeps walking. That’s how I feel when I get on with the Facebook reps. Cause they’re just wasting my time because I know more than them. Sure. A lot of you guys on this call know more than them because you’ve had more experience running ads and they have,

00:32:55 so it’s just like that. It’s, it’s absolutely a waste of time. Do you have any type of, kind of internal routine or process? Do we know what’s happening? So yeah, so, so what I do do is especially about policy. I have these visual pings, which are, there’s lots of different softwares, just search for like visual pink software and you can set up visual pings on any website.

00:33:16 Like I have friends who do it on, like, if they’re doing like day trading, I’ve read to do day trading and they have them on like, like wall street type websites so they can get updates about specific stocks. And they can say like, Hey, if this, if this, this page ever gets updated, then send me a visual ping.

00:33:38 So I do it for policy just because I want to make sure I’m up-to-date at all times. So any of these changes that can be aware of, cause sometimes they can be advantageous or sometimes it can be a competitive advantage or potentially it could be me just being like, okay, well I need to let this client know because you know, their ads may contain some of this stuff.

00:33:56 So that’s the internal process to know what’s going on. Other than that, I just try to, you know, I have a Facebook rep, so I, I, they keep me up to date on things and I ask a ton of questions and I try to make the most out of that relationship while I have it. Cause I don’t know if they’ll ever take it away from me.

00:34:11 Other than that, it’s just like, I’ve been doing this for so long. I just I’ve seen, I’ve seen most everything at this point. So I just try to keep an eye on anything that’s new. Yeah. I think this could be really good. Christa. I think this could be awesome, especially for some people on this call or, you know,

00:34:31 future businesses, you guys might start. If any of you are really having trouble with compliance, then, then this could be a huge boost for all of us. Krista says my rep just told me that they’re expecting general traffic. I started doing better and a little more skeptical. Have, have you seen that in that case as far as testing? Yeah.

00:34:52 So it’s definitely dev looked like definitely work really well. Interest targeting works really well. A lot of times it’s not, it’s not just about your targeting. You know, I’ve had to have 5% click through rates, which is like unbelievable. And you know, sometimes the pages don’t convert because so many external factors like sometimes changing the color of a button from blue to green can change the performance of the entire business.

00:35:25 You know? So, so when I talk about targeting, like lookalikes do work great, but also they can be the most expensive as far as CPMs, like much Facebook charges you to use them. So it’s kind of like if you’re newer and you’re doing lower spin and I’d say lower spin, like up to a few hundred dollars a day, then lookalikes should work great because it’s very,

00:35:52 very specific. And especially 1% lookalikes. I test usually when I do lookalikes, just everyone knows, I test 1%, 2%, 3% and 5% just so I can see the different, how much Facebook charges to me based off the different lookalikes. And then how performance is obviously the bigger lookalike. So 5% lookalike compared to a 1% look alike is going to have,

00:36:18 you know, five times as much people in the audience, but it’s also going to be more diverse. But sometimes, you know, the 1% is almost like too granular where you might just end up showing the same ads, the same people over and over and over again. So, you know, if you’ve been using a 1% look like, and it used to work,

00:36:35 it’s not working quite as well anymore. Maybe try 2% look like, and then, you know, you can go all the way tests up to 3% and they let you go up to 10%. A 10% still is a pretty, pretty broad campaign. But that being said, I also have clients that, you know, have been spending like a few hundred thousand dollars a month to a million dollars a month for,

00:36:59 you know, over a year now. And when you have that volume of data of like traffic, you know, that volume of purchases stored on that Facebook pixel, even though now the base of pixels are getting weaker. And even now it’s like the faith is doing the last data that pixel us so much data. You got to figure like thousands, tens of thousands,

00:37:19 if not hundreds of thousands of orders of purchasers. So they have the data of every single person who’s purchased a product. Like with those accounts, like I can go like wide open. I can just say like females 45 plus in the United States. And the pixel has so much data and so much we call it seasoning the pixel. The pixel has been seasoned so much with data and it knows exactly the type of people that buy it can go find new people and can operate without looking like targeting and without a lot of interest based targeting.

00:37:56 And why that’s really powerful is because the less targeting you put on your ad set the lower your CPA. So if I use 1% look like my CPM might be $50, but use a 2% lookalike. My CPM might be like $45. If he’s a 5% look alike, it might be $35. If I use no targeting, my CPM might be $15.

00:38:17 So they’re charging me $15 to reach a thousand people and I can still get good results versus, you know, 50. Then I’m reaching that many more people with my ads for the same amount of money and I can still get results. And as people know more traffic, if your store converts, then just more traffic equals more money. And if you can get more traffic for cheaper than you’ll make more money.

00:38:41 So, so that’s really, what’s been, what’s been great is like having a really, really seasoned pixel because you can use less and less targeting and get charged. Facebook will charge you less and less. And it’s honestly like a little bit more like you don’t have to pay attention to it quite as much because, because it requires less testing. If you’re just like wide open,

00:39:01 then all you’re figuring out testing is really creative. And the ads you’re like working on testing the ads you’re working on like improving the landing page and the website, but you’re not like having to test this audience for this audience and males or females versus like all these different things like these other layers of testing you do, you don’t really have to do as much of those,

00:39:18 which is great. You’re really just seeing like what the breaking point is of, of how much you can spend and still be profitable. And you’re really just testing your creative to see if you get your click through rates up at that point. So yeah, I would say lookalikes, having still worked great. It is, it is unique to everyone. I do have accounts where interests can work better than,

00:39:39 than lookalike. So definitely tests testable. Okay. Let’s see. Yeah. Chris is a<inaudible> plus a bunch more. Do you think everything that’ll be removed potentially. This is why I want to bring it up. Cause it says potentially it says, I think it’s that January. So I will try to follow up on those specifically. But when I see like organizations social,

00:40:09 not really social studies, but like causes and organizations, and then some of these health causes like lung lung cancer awareness. I use this one a lot because we do weight loss products and a lot of it, some of it has like a diabetes angle, high blood pressure angles, stuff like that. So I use some of these as well. So I’ll,

00:40:29 I’ll see if I can ask specifically about that one. But in the meantime, what I would say is, would be definitely like product, like make sure you continue advertising because you know, while you’re able to use those interests, you’re able to get that data to your pixel. And even if you can’t use those interests someday, that that, that traffic from those interests will still be on your pixel forever.

00:40:55 So the more you can use it now, the better Amanda. Yes. If you have a specific question, it’s totally up to you, we get, you can screen share, you can drop it in the chat and I can answer it. But yeah, Krista and Christie, just, just so you guys know. So I wanted to fill, you know,

00:41:15 about these pre iOS changes. I said wide open and yeah. So it really just depends on how seasoned your pixel is. I don’t recommend going wide open unless your product either is like massively massive appeal. Like if you’re selling like an iPhone, like obviously like that that’s mass appeal, they don’t have to like do a ton of targeting to advertise an awesome,

00:41:46 awesome product that anyone can use. Even if it’s like something for kids then like I would still email at least, but parents, right? Unless you have enough pixel data to where the pixel knows the only target people who are parents, you know what I mean? You may not be there yet. It really just depends. And there’s no way of telling.

00:42:05 So I would say for most people like continue to use targeting probably unless you’re like doing amazing, amazing wide open might not work for you, but it’s a really unique scenario. So if you guys ever wanted to, you know, let me know specifically about what you’re advertising, then I could kind of let you know whether like, I think wide open would be good and I could,

00:42:29 it also depends on how much advertising history you have specifically. So yeah. So it may, let me, let me do this real quick. Okay. There’s two of you in here. I’ll just vary ones. So I’m going to promote you to a panelist and then yeah, we can see if I can help out with some of your stuff and then we can wrap up the week.

00:42:57 Let me stop sharing. Hopefully, hopefully that worked Or maybe I did the wrong one. Oh no. This said there was two of them, but I believe I promoted you to a panelists. Amanda, if you wanted to screenshot, Is it working? Okay, let me try, let me, let me try it again. I’m going to, I’m going to remove and then,

00:43:58 and let me try it again. See if this works. So you should see a thing. I think it says, there we go. I think that working out Cool. So I have you as a panelist, so you should be able to, can You hear me now? I got ya. Can you hear me? Yep. I can hear you now.

00:44:48 Sorry. I think I’ve stuffed something up. I was watching on my listening on my phone and watching on my screen because it was making, I finally was trying to screen-share with, cause I actually couldn’t find it on my, on my laptop. It’s not coming up the same, but I’ll give you a rundown. Anyway, we spoke a couple of weeks ago about my Facebook personal aid account being banned over time.

00:45:20 I’ve still been getting the odd email from Facebook about advertise on Facebook, advertise on Facebook yesterday, I, or on Thursday night, my time I wa was an Instagram and a pop-up came up and said post this post. And so I thought, oh, why not? So I hit the boost button, like added into my credit card details, which is the same credit card is my band account,

00:45:49 except with a new expiry in a way it’s gone. And it is running only way I can say it really is to do with business sweet. My daughter, who is also an admin on the account as here’s the same phone as me, we live in the same house. So I don’t know if it’s, it thinks that I’m here or Hey, she’s me or something like that because you know,

00:46:19 quarries about IP addresses and things. But the fact that it’s running my original credit card as very strange, and also only way I can actually see the ad as an seatings. And I don’t think that’s going to show in the under settings, under business and a PA it’s something about payments, promote payments, as I can see how much is being spent,

00:46:53 the only place I can actually see the edge is under business suite. And you can go in there somewhere and I can see aides, or actually I might be able to look at it and be able to tell you a bit more on my phone without showing you, you can see the edge, but I can’t create anything. And, but this ad is running.

00:47:17 Yeah, that’s, that’s a tough, that’s a tough one because it could be, it could be anything like now. And do I think, do I think probably like there’s like theories. It could be potentially that maybe specifically this is only an Instagram ad. Yeah. So it could be potentially that the Instagram ad is connected to the Instagram account was connected to a business manager,

00:47:57 Business manager of mine. So the business manager is still active, but your personal advertising access is removed. So you’re not able to log into Facebook and launch that ad, but potentially if there’s other admins on the business manager outside of you, it could be potentially allowing it because of that. Because through Instagram, it’s not, you’re not logged in necessarily as you on Facebook.

00:48:28 Yeah. Yeah. Well, I’m just saying when you’re, when you’re like pushing the ad through, through Instagram, you’re not technically using the Facebook app. So it could be because of that, which is an interesting workaround, for sure. That being said, you know, if you’re able to, if you do have other people on the business manager,

00:48:50 then you may be able to continue to run ads, you know, through, through that, that person. So I had a media buyer of mine who lost his advertising access and he basically used another laptop, a different laptop and logged in as one of our, my business partners. Who’s also involved the business. Who’s not gonna run ads and he’s able to log in as the cell Corey Corey’s media bar who lost his advertising access.

00:49:20 Nick is my business partner. He was able to log in as Nick on his laptop as Nick on Facebook and was able to be added to the business manager and run ads as long as he doesn’t log in as Corey. So what’s interesting about this is one time Corey logged in as Nick on the other laptop, the one that he always used as Corey and then Nick loss,

00:49:47 advertising access. So because it was the same device, we believe that that could be potentially why Facebook was able to connect that, that it was Corey because in the day, like, I don’t know how these servers and systems work. It’s all like way above my pay grade, but it does seem like the minute he logged in as Nick on his laptop that he was using as quarry and was banned that’s when they connected the dots.

00:50:13 So, you know, if, if it could be potentially through a different device, a different laptop, you know, a different laptop, you have house, different device you have in the house. If you have access to another Facebook profile, you may be able to continue to advertise and try again. But a lot of the reasonable be, you know,

00:50:33 figuring out kind of like why you also advertising access, seeing if there was potentially a compliance issue and making sure that you don’t repeat it. So if you were going to, if you’re going to attempt something like this, I would say, you know, use a different Facebook profile. Maybe someone, a friend, a family member colleague, or someone that isn’t probably going to really run ads because they won’t like stop them from being able to use Facebook.

00:50:54 They just might not let them let them advertise. And then I would definitely say, use a different device as well. So if it’s a different laptop or something like that, and, and you may be able to, to, to find a worker way around that way, because like, for example, this was like he was working on a client account.

00:51:14 And so like he lost his advertising access, but like all the rest of our team was able to still run the ads for him. All the client is still able to have access to the account. All of us have access to counter. It was just like him personally. And that one log in like that one Facebook profile. And it seemed like for six months,

00:51:29 as long as it used a different device, Facebook didn’t think ever, ever was never thinking it was him, which was very interesting. So, you know, for some of you all may be worth like buying a different laptop. Some people may be even worth buying like a VPN that says you’re in a different IP address and have a different device. And that is always using a VPN when every login,

00:51:56 if it’s like the same IP address, that’s different. And I’ve heard of that working I’ve even seen, like, trust me, I’ve been in this game so long. I know people who have been so banned from running ads, what they do is they have someone, they set up a computer at a different location that is constantly, always on that has business manager running.

00:52:20 And what they do is they have that computer logged into Facebook, running the business manager account and on their computer. What they do is they use what’s called a virtual desktop. And it’s basically, you’re able to log in from your computer and have access to that computer. Basically, even though you’re controlling your mouse and your keyboard from this computer, this is the computer that’s logged into Facebook and you’re able to run ads using the virtual desktop because all you need to be able to really do is be able to get into the ads manager,

00:52:49 you know, launch ads, turn things off and on. And if you only use it as that, then Facebook could really never figure out that you’re banned. So there is ways around it. Is it like shady? Yes. Has it like optimal? No, but like there’s, there’s ways around it. So I would say, you know, whichever one of those seems feasible to you.

00:53:08 It could just be potentially a different device, different in a different Facebook profile. And it may be worth creating a new business manager from a different Facebook profile and just use that to run ads or, or if you have another person on that business manager that, that, that you were on, you know, that person can, can add other people.

00:53:28 Sometimes even if you lose advertising access, you can still log into a business manager. You just can’t really do anything. So Yeah, yeah, yeah. I’ve got, just got a new iPad that I’m using and my bricks and mortar store just to get people’s names and addresses and it hasn’t hit anything else on it whatsoever. So it could be a good idea to do that.

00:53:48 Yeah. Yeah. It could be. I do do that. Or just have a, if you have like a brick and mortar store and have a laptop that you use for running Facebook ads and it only is connected that IP address and you just use a different Facebook profile. Yeah. For sure. Yeah. Yeah, no, I’ve done that. I’m sure I’ve done nothing wrong.

00:54:05 I’ve done nothing that there, that would get me a seed bed because I mean, I’m going to choose shop for goodness sake. I don’t even show before and after pictures of people’s feet, you know, I, no, no, no. It’s, it’s, it’s so frustrating. And the problem is, is like, there’s just no level of escalation.

00:54:22 Like they don’t care. They’re like there’s a million of us all advertising on the platform. You know, they, they aren’t able to really approach it with any true sense of judgment or reason, But I thought it was especially interesting that they use the same credit card with just a new, different expiry. So I thought that was the piece. Cause I wasn’t going to use my other credit card.

00:54:43 That’s never been used because I didn’t want it to get stopped just in case I thought, oh, well why. Yeah. Yeah, yeah. Yeah. So, I mean, that’s a great sign that you’re able to use the same credit card. I even know that like a lot of businesses, what they’ll do is they’ll use American express because you can have like an unlimited number of different cards that are all linked to the same account,

00:55:03 but they all have different unique card numbers. So you could have a different, a different card number for different accounts and business managers. They all do this thing, but like at least it’s a different card number that way. Like if you ever lost one, you could always just have, have to have a couple of backups. I know people do do that as well.

00:55:21 So just so everyone knows on the call, like, you know, if you do lose your advertising access, it hopefully will never happen to anybody else or it doesn’t happen often, but there is ways, you know, if I lost my advertising access, I would have to do one of these crazy scenarios. Cause I have no other choice, but yeah.

00:55:39 I’m sorry to hear that. You know, that, that we’re still, you’re still dealing with that and hopefully, you know, you can figure out a way around it. It’s like you’re getting close to figuring out a way around it, which is awesome. Yeah. That’s Great. Thank you so, so much for your help. No problem. Well,

00:55:54 that’s everything I have today, guys. I hope everyone had an awesome week and then going to the weekend. And also we can, hopefully a lot of this information helps. I feel like, you know, this was actually some, some stuff I could share that was like really, really unique. That was info. You guys aren’t able to get other places,

00:56:10 which is really cool. So that being said, there’s that questionnaire. I always like to check that right before the call of people submitting, you didn’t submit questions before this. There’s like a, a Google sheet and there has been any submitted. But that being said, if you guys for next week’s call, if something comes up during the week and you don’t want to forget,

00:56:29 if you submit it to that question, I’m going to start, I’ll start the calls with, with answering those. And, and that includes like, if we want to screen share or, or talk about specific thing going to you, but we’ll start the calls with those. So that, that we can make sure that everything gets answered. But yeah,

00:56:45 if not, then we can keep doing it this way where it’s kind of like free form and we can, but if there’s like something that comes up on Tuesday and you want to make sure that we talk about it on Friday and you don’t want to forget, or if you can’t be on the call, what they do is they record these and I’ll,

00:56:57 I’ll answer the question and talk about it. And then, you know, you want us to call later on. So yeah. Hope everyone has an awesome weekend and we’ll see you next week. See you later.