00:00:10 Okay. Well, it looks like we’ll be having a add call next next Friday, guys. So on black Friday, instead of shopping jumped on. Yeah. Everyone should be running ads on, on, on a next Friday because it’s one of the only days of the year where people are sitting on Facebook with their credit card in their hand, looking for someone to sell them something.
00:00:35 So I’m one of those people. Yeah, me too. I’m just like, give me the deal, even though I know it’s like that, like you get deals everywhere and I’ll don’t know, but I used to work at circuit city, so I know the real, I used to work like real black Friday. Like people lining up at midnight, camping out overnight and stuff to get a hundred bucks off of TV or something.
00:00:59 I know that seems like so many years ago, but it was just what, two years ago that people were still doing that, right? Yeah. I mean, I don’t know if people still do it. I definitely think COVID probably like, like definitely like, you know, decrease that amount of activity on black Friday. But I, I, I think,
00:01:15 I think I would probably have in this year, you know? Yeah. I’m not those people Will love it. People honestly like love black Friday shopping. Like I have relatives. It’s like, they look forward to it. They wake up super early on black Friday and they get all their Christmas shopping done and they do it every single year. It’s like a suspicion.
00:01:33 They have like, they, they go with friends or family members. It’s like, I’m apt. I don’t like shopping period. Let alone on the busiest shopping day of the year, the grocery store. I get my groceries delivered now through Amazon because I hate shopping that much, The beautiful things that happen now, you know, order your groceries and next thing you know,
00:01:55 it’s at the door. Yeah. That’s great. Four hours later. It’s like, I can wait four hours. So yeah. Awesome guys. Well, so Hey Kim and Krista and Nick, did you guys have anything specifically you wanted to work on today or any specific questions or if you want to screenshot and troubleshoot or anything you wanted to, to,
00:02:16 to, we can start there just in case you guys had anything pressing you wanted to, wanted to go over and if not, then we can just go into some, going to some cool ad stuff. And I think we have a pre-submitted question or I can start there. I don’t think he’s here. Cool. Awesome. But Michael Pringle had submitted a question talking about needing access to the owner of my Facebook page.
00:02:43 How do I get access to my pages access as the owner of my Facebook page? So, so this is, I’ll do my best to hopefully answer just because it’s obviously like lots of that go with all these things, but in a perfect world, I’ll go over. How would do that? So I will share my screen. All right, awesome.
00:03:12 So this is my business manager. And specifically he asked about claiming your page. So if you’re the owner of a page, you’re an admin of a page and you want to claim it from your business manager, you do it in this pages, that section. And when you go to your business manager, you go to business settings. So if you go to business.facebook.com
00:03:35 and then you click this gear, it will take you to this page, which is the business setting page at anytime. You’re, you’re kind of like lost. You can always go to this bottom left here, take you to business settings and all like this. If you’re in this screen right here, this is pretty much where you can do 90% of the things you want to do on your business manager,
00:03:56 like set up. Everything’s pretty much on this screen, wherever, when we hit this pier, this business settings page. So it’s business.facebook.com/settings/people or whatever it is the you go to pages. And right here, you can add a page to your business manager and you can either add a page by taking that page ID you submitted. So you can copy and paste that page ID into here and then click add page.
00:04:25 And as long as you’re an admin on it, it should be able to do that if you’re not an admin on the page. And so, you know, you’re going to run ads for a client or something like that. There’s two different ways that you can do it. You can request access to the page. And basically it sends an alert to them saying they’re like,
00:04:40 so-and-so has requested access. They can approve it tonight. Or you can create new page all at the end of the day, if you really wanted. The other thing you can do is you can have partners. So what you can do is a lot of times with all of our clients, we will, we will partner. So basically this, this client shared over all of his pages,
00:05:01 all this ad accounts, all of his pixels, Instagram accounts through the partnership. So basically we have access to all the assets he gives us. And then if any time we stopped working together, he can click one button and can remove all these assets that we don’t have access to them. So once they, once you have your page in here, and once you have everything you need,
00:05:21 you’re going to want to go to the section called people and you’re going to want to assign access. So for me, I even have to assign access to myself to everything. So just necessarily because it, your page is in here, you still might have to either add people to the page like this. You can add people there. Or the other thing you can do is go to people and add assets,
00:05:45 which at this point I could add myself to any pages. I can add myself to add accounts at pixels, Instagram accounts, whatever it is. So that’s basically how you would get the page and the business major would get yourself access to it. Now, there has been instances where like a page has been claimed by another business manager. And sometimes we have to do is like how that other business manager like release the page or like remove access to the page.
00:06:12 And then you can claim it to be owned by this page. But also as long as you are an admin and with advertising access on the page itself, you should be able to run ads from that page without necessarily even having to add it directly to your business manager. So it was good to add it to your business manager, but the main thing is just making sure you have advertising access.
00:06:34 And what that looks like is this managed page, create ads is the main thing you need here. As long as you can, great ads, few page performance, stuff like that. You can do that. So that hopefully that solved your question. If that did not solve it. And you’re having another layer of issues, Michael, then just let me know.
00:07:02 You can submit a loom video, or you can follow up with this question and submit another question through the Facebook product portal. And I can try to go into more detail if anything like that doesn’t work. Cool. So since we don’t really have anything too pressing, I want to talk a little bit today about something that I’ve been working on and some ideas that I’ve had lately.
00:07:29 And so things that are actually starting to work, which is, which is always fun when things work. So let me see if I have the right ad account. Cool. So when we talk about targeting, what I see a lot is when are we going to set up targeting? We set up, you know, who we want to target with our ads.
00:07:55 And we do male, female. We do our age. We do potentially the geo area. Like some people only want to sell things that people in United States. I have clients who can sell things pretty much worldwide. There’s a few select countries that they can’t advertise to because they can’t ship to those countries, which, or sometimes they don’t want to advertise any like specific markets like Europe because of like GDPR and maybe some type of tax restrictions or for some type of compliance thing.
00:08:24 They don’t, aren’t really sure of. But that being said, just want to say, if you have a product that you can ship, like globally, to some extent, like, obviously there’s like customs to think about, but it’s, it’s absolutely worth looking into, because I, we have a client over at Sawtooth who we started advertising internationally and we did exclude some specific countries that had like laws against certain like,
00:08:59 cause this is like a supplement company. So they had certain countries that might have like laws or regulations or uncertain supplements or ingredients. So like they had to do the research there. They also do research about costumes. Like there’s certain countries where if you mail supplements, the customs, people just won’t accept them. And they’ll like, destroy it. And the client,
00:09:17 the customer will say, Hey, where’s my stuff. And you’ll be like, that’s a good question. And when you go look into it, they’ll find out that customs like destroyed it. And there’s nothing you can do. It’s like that country’s government. So there’s some countries that we exclude because of that. And then there’s some exclude countries we exclude because of just like,
00:09:38 I would say, like, there’s lack of better term poverty. Like there’s just countries where if you’re selling, even if you’re selling something, that’s like a hundred dollars USD, it’s just like, there may not be enough of a market of people who have the money going to pay that. And then there’s also some countries that are just like, really like have problems with like,
00:09:57 like link farms and bought farms with just like click ads and really like, India has a problem with that with us. Like if you run ads in India, you just get an insane amount of traffic, but a lot of it can be bought and fake for whatever reason. So anyways, but that being said, if you can figure out those hurdles of like customs,
00:10:15 if you’ve got those hurdles of taxes, if you know those hurdles of the countries where it’s worth targeting, then it’s definitely could be worth looking into runnings of international traffic. If you can ship your products internationally, because we’re seeing some really, really encrypt like low CPM. So for example, for me to reach a thousand people, my CPM in the United States for a specific project might be like $50 to reach a thousand people.
00:10:48 And then maybe less than $10 to run that campaign internationally. And I, and we do get results. It’s obviously tons of countries. It’s tens of era, but basically the traffic is so much cheaper because, because there’s less competition, there’s less people targeting. It’s just, it’s crazy. And people are thinking about not thinking about certain, you know,
00:11:10 selling a certain people in certain countries for whatever reason. But what we do is we just always want a rise in English because if our ads are in English, approximate, English, websites, English, English, or like that, we run our ads to the language setting on the ads. We want language targeting, targeting. We only put English that way.
00:11:26 We know that like they’re going to be able to read, understand the ad and the Facebook pixel still knows how to find the right buyers. And on top of that, it’s just like, when you think about why we run ads or how we run ads, it’s like you have, you know, your CPM is how much Facebook charging you. And then you have your click through rate and then that determines your cost per click.
00:11:49 So if they’re charging you, you know, $50 to reach a thousand people and your click through rates 2%, then your cost per click is this. But if you’re, if they’re charging you $10 to reach a thousand people and your cost per click and your click through rate is the same, then your cost per click could be five X, cheaper, 10 X cheaper.
00:12:09 So, you know, for example, United States, United States campaigns we’ll see clicks like I a $2 range, dollar 50, $2 up to $3 for a click, depending on what it is, but we can get clicks under 50 cents, sometimes all the way down to like 10 cents running international campaigns. And they still convert. We still get customers and we still get a return on our ad spend.
00:12:31 So suddenly we’re just looking into, especially with the rising cost of advertising, everything crazy going on right now. And it’s now more expensive than ever to advertise in United States this week because it’s black Friday week. So everyone’s CPMs are going up drastically. So the last thing I wanted to talk about in regards to that, and then Chris I’ll jump in and we can,
00:12:54 we can work on some stuff together is targeting. So a lot of times when we are launching a new campaign or a new product, and I’m guilty of this, cause you understand, I have an agency, we run ads for lots of e-commerce businesses and every project’s unique and we have to figure it out. And we have to launch, we’re launching for new clients and learning new businesses and learning new niches every week.
00:13:19 And so we have to come up with like a marketing strategy for all, for all of our clients. And we have new clients coming on all the time. And that’s like part of, part of what we do as business. So part of that is thinking about like your targeting, right? And you guys know your targeting, you guys know your key demographic,
00:13:34 you guys know your customer base, what they’re into, what they’re not into who they are, or at least you think you do. And you’re using that for your targeting. It’s a male female. Is it this age group? Is it this geolocation, whatever, whatever it is like those, those really obvious ones that you can target, but what’s been,
00:13:53 Facebook’s been investing a lot of time into and what it seems like it’s working well is using the detailed targeting that Facebook lets you use, which is like interest based in the past. I’ve like not used it at all in the past. I’ve used only lookalike audiences. And then there’s times where I don’t use look like audiences at all. So it’s always changing.
00:14:12 I’m always testing. I’m always never just saying, this is the way it is. This is the way it’s always going to be because it could honestly change tomorrow. And it does change that quickly sometimes. So always test. Everything’s always tried to test look like audiences. If you can always throw a test, detailed targeting, if you can. But that being said,
00:14:34 I’ve been working on this, this new thought process that I’ve been putting myself through and it’s been working really well. So I just want to share with you guys and maybe you guys can, can contest it too. So we have a lot of new clients come on and you know, relying on them to tell us about like who their, who their client is.
00:14:53 And then we try to come up with an idea of who we are, what we want to do for targeting. And so I’m was using the same example. We’ve been talking about this whole time, which is this, this like weight loss supplement. So think about a weight loss supplement. When we were building out our advertising strategy. The thing we were thinking about was,
00:15:16 was like how, what, what type of people, what type of detailed targeting should we target? Right? And we were thinking, you know, we’ll target things like weight loss brands. So what are the biggest weight loss brands, weight Watchers, Jenny Craig Nutrisystem, slim fast. Those are all diet brands, right? Diet, big, big,
00:15:41 big players in the, in the weight loss industry. We also think about potentially like gym interests. Because if these people are trying to like lose weight, maybe they start a gym membership. Maybe they’re going to the gym too. So they might want to add this supplement into their, their whole routine. So gym interests, personal trainer interests, and then diet interests like weight loss interests,
00:16:07 specifically there’s like health and wellness, weight loss. There’s all these different types of diets you can do. Do the keto diet. You can do the paleo diet, Mediterranean diet, all these big diets. So our strategy was always like, like going for those types of detailed targeting. And sometimes that works in another doesn’t like we’re at the end of the day,
00:16:30 you know, we’re marketers, but the same day we’re, we’re regular people. We put our pants on one leg at a time at work. We’re guessing, right? We’re doing, we’re doing educated guessing, but we’re guessing. And so I’ve used was getting to a point where like we were doing it over and over again. And I was like,
00:16:45 we need to think of some, some new way of thinking about this. So what I was testing was thinking about who my target audience is and then think about what’s the first thing that comes to my head and with weight loss, that was the first thing that came to my head was like gyms, other weight loss brands and diets and things like that.
00:17:04 But those that the problem with that is potentially could be that those people who are in those interest groups are being, are being saturated with weight loss products, because they’re in the weight loss interest, and every single person on Facebook who has a weight loss product is using those same audiences. So like we’re sharing this huge, huge audience, but we’re all sharing it as advertisers for each other.
00:17:30 The audience is always growing. It’s being, people added people removed, but then the day it’s the same audience. So specifically with that is I was starting to think like, I need to think about where these people are and what their interests are. That’s not obvious. So I was starting to think about people who lose weight. And I came up with the idea of like,
00:17:50 I’m going to, instead of testing weight, loss, interests and dieting interests and these weight loss brands, I started testing fast food restaurants. And I started a campaign that was targeting all the fast food restaurants I could think of. I put it in McDonald’s I put an Arby’s burger king, all of them. And it started working really, really well.
00:18:10 My hypothesis is that, you know, those audiences, not many people are advertising with weight loss to those audiences because it seems counterproductive. But if you’re the type of person who’s like likes McDonald’s enough to the fact that you’re in an audience on Facebook that shows interest in McDonald’s by liking McDonald’s posts, posting about McDonald’s whatever, whatever Facebook knows about us, maybe you’ve been on McDonald’s website.
00:18:37 Maybe you have a McDonald’s app. However, whatever way Facebook knows that you’re into, McDonald’s just human nature. Like everyone, most people would like to lose weight, right? It’s not like it’s like just a common Nash, like thing. Like you always, no matter what, how good a shape you are, you probably always were like, oh,
00:18:55 I wish I could lose a few pounds. Right. Most people are that way. So if you think about that, then like that’s where those people are. People who want to lose weight, who are probably just to lose weight. Potentially. I have interests in fast food restaurants, just because people who have gone through a way to show they’re just in fast food restaurants are probably have some problems with their health,
00:19:15 right. Just because of the, not the science of it all. So that’s our working really well. So I expanded on that heavily in, in that I started testing like junk food brands and I started going for Doritos mountain Dew, Pepsi, Snickers, m&ms these big brands that millions and millions and millions of people in these audiences spent, like not many people are probably targeting those for weight loss because it doesn’t make sense,
00:19:40 but that’s sometimes what you have to do is like do things that don’t make sense because it makes sense if you can rationalize it. And that started working too. So then I started looking more and more into the brand. And this specific brand was really like, the audiences is 45 year old, mostly female. It’s probably mostly, honestly like 50, 50.
00:20:05 It’s like an old it’s like definitely marketed into like older demographics. So we have older demographic. We have it’s really male and female, but definitely skews more female. And then you have these fast food interests and you have weight loss and you have this older demographic. And when I started looking into it and the way they sell their products is definitely like on the aggressive side,
00:20:31 it’s more direct response. And I just know from my advertising experience that historically those types of people tend to be more, I would say, United States like more right wing conservative and you know, Republican definitely Republican conservative, right wing, just respond to those styles offers generally for whatever reason. So I combined all of that and it’s like, Donald Trump has like a million,
00:21:08 like 300 million people on Facebook interest, right. For just Donald Trump. And those people combined with fast food combined with fast food restaurants and combined with junk food is like those, you combine that all together and that’s how you make your progress. You’re like, sure, your demographic wants to lose weight, but they may not be the type of people who want to go to a gym.
00:21:30 So just using a human interest or a personal trainer interests, or maybe they, they, they don’t like if they don’t like slim fast, but they still may want to lose weight if they’re not interested in dieting products. And that’s not like working super well, like if you’re running a weight loss offer and you’re using those weight loss interests and the SlimFast and the Jenny Craig’s hell yeah.
00:21:49 Keep going, definitely test this too. And thinking about your store and how you can reach those people. That’s not obvious because that’s where you’re going to be able to not necessarily compete with everybody. So I was just on another coaching call working with some people. And we were going through this process is one of their products and their product was, he was doing Legion for a fray,
00:22:16 like more upscale gym. It is a gym, but it’s, it’s definitely upscale. And they have these kinds of like unique electro magnetic therapy, which basically it’s like a vest and, and things you put on your body and you do like a pretty relaxed workout. Like not like intense workout, but these, this thing, the suit you wear creates muscle contractions using electromagnetic activity.
00:22:45 So you do a normal workout, but you burn like thousands of calories or whatever. It is a hundred calories, whatever it is more than if you were just working out without it. So it’s more of a premium service. It’s not just like a gym. It’s like, this is like a premium thing. It’s expensive. Yeah. It’s like, it’s like people it’s like tanning.
00:23:02 Like people will go tanning, like are spending disposable income to be Tanner. And it’s not it’s it’s, it’s not like cheap. So I was thinking in more of that sense. And so he was like targeting gym interests and he was targeting fitness and weight loss, the same exact stuff we talked about. And I was like, well, those people in those interest groups are being sold,
00:23:23 fitness stuff, 24 7, they’re being sold, weight loss, 24 7, they bring sold electric, like gym equipment, 24 7. And so it’s going to be competitive because they’re competing with all the other people. And then when you start seeing the same thing on your ads over and over again, then eventually you just start, stop responding to it. Like how many of you,
00:23:41 I’m sure all of us have Facebook ads on their feeds every day where it’s like how different companies are going to try to sell me the same thing. Right. Cause you’re in whatever that industry is. So, so when I talked with him about was like, you know, definitely tests those two interests, but also like let’s test some, like if we can get a really good piece of creative that shows the product entertained and we call it like edutainment,
00:24:03 it’s like educates them and entertains them like a piece of video or something that educates them about this premium, like service at this gym. And then also entertains them to where it’s like an ad that they watch. And they don’t feel like they’re watching an ad or, you know what we always talk about with the creative then let’s target. I was with him.
00:24:22 I was like, let’s target some premium brands. When I talk about premium brands, like brands that people might show interest in. If they have disposable income and they’re, I kind of techie, right? So when we were doing the exercise, we were instead of targeting like a gym interests, maybe we try like Tesla. Cause if you’re in a Tesla,
00:24:42 then you’re maybe more likely to try this advanced electromagnetic therapy, gym workout program. If you’re into like Peloton and you’re willing to spend like whatever it is, $5,000, whatever it is for Peloton, which is a cool new tech fitness product, then maybe they will show interest in this service or just premium premium tech brands like, you know, apple or,
00:25:11 or others like that. There’s that new like mirror, I think it’s called mirror, but it’s like another like workout at home gadget. But things like that, like that’s where I was trying to get his mind to go. Cause he was immediately just going to gyms and weight loss and things like that. So that’s not necessarily that like your buyers could be in that demographic,
00:25:33 but if you have something with broad appeal, it’s more likely to go to some, something super, super more direct, but also like not off the top of your head. So because he was selling something that was like, you know, a premium gym gadget, like targeting things about premium gadgets and people with disposable income is better than someone who just wants weight loss.
00:25:55 Because just because you want to lose weight, doesn’t mean you’re going to be able to spend however much of the, of money, this service costs, things like that. So go through that X activity in your, in your head when you’re building campaigns by your detailed targeting and just think about like, like what’s the most obvious thing that we can do that makes sense.
00:26:13 But then, then do that and test that. But then also test this other way and thinking about like where your people are that could be in your demographic. That’s not blatantly related directly to your product. So if you have something that’s like, like vegan, right? Like a vegan food product, right. Let’s say like it’s obvious that test like other vegan brands and it’s obvious the test like V the actual like vegan,
00:26:43 but those people might also be into like PETA. And you may not think to test P as audience, but if like most vegan people, like a lot of them are like, a lot of them are like, because they love animals. Right. Or it could be because of certain health issues they have, which is why they became vegan, which goes into next question.
00:27:06 Cause he said, I heard there’s an update on Facebook targeting. Yeah. So it’s an update on Facebook. Targeting is not a, it’s not a huge, huge update, but basically what it is is they’re moving, removing a lot of detailed targeting options. And it’s, most of it’s in relating to things to do with like medical conditions. So there was like a chemotherapy interest and people were using it to like target things,
00:27:35 talking about cancer. Facebook’s like, ah, like that’s not the best user experience. So there were moving that there’s ones that are like world diabetes day. There’s one, that’s like breast cancer awareness month. There’s things like that where it’s like relating to medical conditions. And right now you can use them. And if you do use those, then like enjoy it because eventually they may not be able to use them actually guarantee you.
00:28:02 And then also some about certain public figures, a lot of this is more about just like trying to have a little bit more anonymity. And so a lot of it’s going to have to do with like race potentially like political views. Like right now you can, there’s like, like politically moderate, politically conservative, politically liberal, and you can target those.
00:28:24 But in a few months you won’t be able to. So they’re removing some of those options, but it’s specifically relating. So that users don’t feel like we know their race. We don’t know what medical conditions they have. And we know kind of like their political views or things like that. So those things are going to be removed. And then on the flip side of it,
00:28:48 they are doing the other way on the policy side to where I do have insider info that you will not get this from anywhere else. I talked about it last week too, but they are going to be removing some of the things that specifically deal with personal attributes, personal attributes is one of the biggest pro policy violations you can have on Facebook, specifically,
00:29:13 like talking about people’s personal attributes. So if I say like, do you hate being overweight? Like you can’t say that because you’re assuming that they’re overweight and we’re targeting their personal attributes and we’re talking about it. And Facebook doesn’t want people to feel like they’re being their personal attributes are being targeted. But now Facebook is being more lenient on that. And the two specific ways that’s going to be changing in the next couple of months,
00:29:38 it could be the end of this month, the next month it could be at the end of the year, but you’re going to be able to use before and afters and ads, which is huge for the, for the fitness, health and wellness people. And you’re going to be able to start using the word you, I know, like probably a lot of you have heard that,
00:29:55 like you as a scary word in Facebook land, like you’re not supposed to use the word you or your, or talk like about the person. Like when I’m supposed to be able to be like, talk to them directly. It’s specially about personal attributes. Like if you combined, like, if you’re selling like something, that’s like a bike and you’re like,
00:30:13 you will love this bike. Do you hate driving to work every day? Like, that’s fine because you’re not talking about people’s personal attributes or assuming anything about them, right. We’re not talking about like anything personally to do with their body or their medical conditions or anything like that. So that’s fine. But with, with weight loss and health and wellness and supplements and everything it’s like,
00:30:37 or like, like mental illness, you know, we can’t like say in an ad like this will help you with your depression because the word you and depression is a saying that like you were telling them like, Hey, listen, we know you have depression and people don’t want to have Facebook. Know what mental conditions they have. Facebook does know what mental conditions they have,
00:31:01 but they don’t want the users to feel targeted because they’re the ones that catch flack for it ended up talking to Congress. So anyways, those are going away. But the personal attributes thing is being lenient. The browser being the, using the word use is going to be lenient. So I think it’s just Facebook’s way to like get us to spend more money.
00:31:18 Because like, if they can’t reduce their prices and they can’t improve their tracking and they can’t get more people on the platform, which are all things that they’re struggling with right now, then all they can do is they’re more leaning on us. Then the best marketers are going to run the more aggressive ads that are going to get more higher click through rates.
00:31:38 And then if you get higher click through rates, you get lower cost per clicks. If you get lower cost points, get lower cost per conversions. If you get lower cost per conversions, that he spend more money, right? So if they are like making it more like the wild, wild west and the big scary Facebook monster that will like ban you for saying certain things,
00:31:55 if that’s a lot more lenient than that attracts a lot more advertisers and the people who are advertising, if they’re good, marketers will take advantage of those policy changes so that they can be their competition. If I’m a weight loss supplement and I’m using before and afters and my images and my competitors aren’t because they don’t know that you can, that’s a massive advantage,
00:32:16 right? Cause it’s been banned on Facebook for five years, at least. So keep an eye out for more policy updates. Because like, honestly, like policy just like handcuffs us as advertisers and marketers like to policy like handcuffs us and tells us what we can and can’t do. And if they are like removing the laws, you know, hopefully it doesn’t end up like the purge,
00:32:40 you know, where like everyone’s just advertising crazy stuff and saying the most ridiculous things I get, they have that policy. So you don’t say you’ll lose 27 pounds in one week. Like something that’s not real. Right. But if you can show a picture before and after and say Debra lost 27 pounds in our first 30 days on our program and you can show before and after that’s a pretty strong marketing message.
00:33:05 Versus if you can’t talk about pounds, you can’t talk about you. You can’t talk about Debra. You can’t show her before picture. You can only show her after picture. Like it’s such so much harder as a marketer to like sell product. So. Cool. Cool. So now we, I want to jump in and help Krista out. She said,
00:33:24 I know we chatted a bit about shops last week and partner heard you could really, you can do really well with them. So I’m trying to make sure we’re getting the most of it would say what we see a good performance sales wise there we post most times a day, even to our page and have a fairly large following or 200,000, I’ve set it up on Facebook,
00:33:41 shop Instagram marketplace. I’m just trying to figure out if it’s, if he’s just been sold on something unrealistic or maybe we have different definitions of what good is or compared to people trying to convince him. So I would say like with Facebook shops and Instagram shops, like it’s every, every, every single like business is going to be completely, completely different.
00:34:04 Like I was just like running ads, like all six of you guys in the call, you all run ads probably, or have run Facebook ads and had completely different results. Maybe some of you guys have worked really good. Some people maybe it didn’t work, but it’s just completely different. So I would say like, every situation is going to be unique,
00:34:20 but I would say that like, it’s absolutely absolutely worth continuing investing in because it’s still very new. And Facebook is going to reward you because of why Facebook loves it is why phase, why shops everyone should be doing Facebook shops. If you can, if you have the time, you should do it. Why? Even if it doesn’t get you amazing results right now,
00:34:49 one it’s free. Other than your time, you have to set it up. It’s not like you’re paying for ads. So nothing you’re paying for. You just have to go through the rigor, my role in the setup process and launch it and everything. But also because what Facebook shops does is allows you to be able to have a customer transaction without leaving Facebook.
00:35:14 So basically when someone clicks an ad, they have to leave Facebook and go to Shopify. And now Facebook is saying, Hey, advertiser, Krista, Hey, we’re trusting you that you are going to take this user off of Facebook and you’re going to not, you know, screw them over or scan them or, or send them to a page that’s not relevant or do malicious stuff.
00:35:42 Cause like you could, you had their customer information. Krista, you could take all their customer information for Shopify export it and sell that list to other advertisers, uploaded to Facebook and start selling other products that are unrelated. Like you can do whatever you want. So Facebook is saying like, Hey, we’re trusting you. This is why we’re paying you.
00:36:00 This is why you’re paying us. I should say, this is why you’re paying us lots of money to advertise on Facebook because we’re trusting you to do this. So the transaction stays in Facebook and they have pre-screened everything and prescreen your shop. And they, the customer never has to leave. Facebook. Facebook is full control over the transaction. Then that is what Facebook wants because they don’t want people leaving Facebook at the end of the day,
00:36:23 like they are a website, they are a for-profit company. They don’t make money. When people leave your website, they only make money. When people stay on their website, Facebook’s hold like main business model is to have as many people spending as much time on Facebook, as it can. Every time you are on Facebook, they are earning money by advertising on your feed.
00:36:45 So if they can get the average person spending more time on Facebook, then that means they’ll make more money. So if they are, if our ads are sending people away from Facebook, then are they’re charging us for that advertising. But at the same time, they’re missing out on that, that ad revenue from the, from the people leaving the site or the app.
00:37:06 So they are going to continue to push it. Absolutely. And the second reason they’re continuing to push it is because inside there they can chart their own transaction fees. So if they send it to Shopify and that transaction happens on Shopify, you know, Stripe could handle the transit, the payments or all these other payment processors. I’m sure all you guys work with.
00:37:27 But if Facebook is the payment processor and it’s like a double win because they’re getting fees and revenue and they’re having people stay on the platform, which gives them more advertising dollars and yada yada. So, so keep building it. If you’re not building it, keep working on it, keep investing in it is because they’re going to find ways to improve it.
00:37:48 They’re going to continue investing lots of time and money and efforts into it. It’s still very brand new. So I would say just, just continue, continue investing in it. And then also like the other thing that is like a lot of this is organic. So continue building the brand, continue posting content. And then if people like your brand, then they’re going to be more likely to buy from your,
00:38:09 your Facebook shop. Cause then you don’t need to run an ad. For example, Barstool sports is like a brand. They make funny shirts. They sell probably hundreds of shirts, thousands of loads a day, but they have Instagram shop. They have Facebook shop when you go to their Instagram and you’re watching memes and content and all the stuff Barstool does all the content they put out there making money because right there is a shop where you can buy shirts related to the video you’re seeing and things like that.
00:38:34 So, so if you continue building the brand, continue investing in the brand, if you will become a fan of the brand, then your, your shops may do do amazing. And if, you know, continue to those organic strategies, make sense is a good selling Facebook guides product in the cure that we’ll do wellness shop, I’d say, yep.
00:38:54 I mean, if the product has demand and you know, whatever your heroes use are, whatever your best on products, definitely. I would put everything in the shop. You know, if you can like prioritize where they are in the shop, like the Shopify, you can put like the best sellers, you know, like, just think about that.
00:39:11 But whatever’s the best that the hero skew that gets most people buying from your, from your company, like some of the companies we work with, they have 20 products, but we only run ads to two of them because if they buy one of these two, then we can cross sell them. The other ones, once we know that they’re our customer through email,
00:39:28 through other ads. So, but we really only spend a lot of advertising dollars on two hero skews. And then we upsell them through our, through one-click upsells and our funnel, the other products. And then we upsell them through emails, the other products. And then we would highly targeted ads to just the buyers across all other products, say like product Diego’s group.
00:39:50 I don’t know because digital products are really like, yeah, yeah, you could. I think you could, because it’s all through Shopify. I really think you could do digital products through Facebook shops because if it can be a product in your Shopify store, you should be able to do it. I know in Shopify you say like, this is not a physical product or this is a fiscal product,
00:40:18 right? So you should be able to, I’m not a hundred percent sure, but I’m assuming you should be able to anything you can sell on Shopify that’s Facebook compliant. You should be able to run on, on Facebook shops. Great. Makes sense. Do you know any ways or stats so I could share my partner was against location. I’m sure they may be starting to blow it out of the water and we’re different on some sales starting.
00:40:41 No, I would just say that, you know, this is like SEO. Like it is a organic strategy. I wouldn’t expect it. It, maybe it will pop off right away. But if it’s not, I wouldn’t be like, couldn’t have tell them to be concerned. Have your partners be concerned? Just because like SEO can take years and years to get like that.
00:41:05 Finally get that top position in a search ranking and get organic. And then once you have it, you have it forever, but you’re building a brand and you’re just giving them another avenue for people to find and buy your products. We can’t make them find or buy it until they’re ready. So we have it ready for them. And then as we continue to build a brand and we run ads,
00:41:25 maybe people check out the page. So I would say, continue to run, you know, continue to run some ads that continue to build the brand. And again, continue to post engagement and, and in content. And you can always tag products in like Instagram. You can make a video about, let’s say it’s a piece of clothing. You can show off a video or an image of someone wearing the clothing and then you can tag the product to the shop and then we’ll send it right to the shop.
00:41:51 And then you could, you could just be building organic content. And if you have a good following and you have a good brand, then, then hopefully that will end up converting Facebook, pushing the shop. When that eventually pushed out, fly out. Well, you still need Shopify to have Facebook shop. You still need Shopify, but Facebook and Shopify are like best friends.
00:42:18 They’re like partners. They’re true partners. They have a full data sharing agreement. So I don’t think we’ll push out Fiat. I think that partnership will get deeper. Maybe meadow on a buying Shopify someday. Maybe they just continue their partnership and be happy forever. But I don’t think we’ll push them out. But yeah, I think Facebook shops are going to just,
00:42:40 they’re like, it’s still like in the absolute, absolute infant tile phases of Facebook shop and scrim shops. So jump on it, start learning it, get live and it should pay dividends in the future. And they’re definitely gonna be doing a lot more. I think eventually you’re gonna be able to run like ads directly to your Facebook shop and not have to send people to Shopify.
00:42:58 And that’s, that could be, that could be a real, real, real game changer. So that’s probably going to be that’s probably next year. They’ll have so, Hey Andrew, do you think you could give a PR private and how we should be thinking about AOB as opposed to CPA? Does Ross matter of shoots or should we still consider it?
00:43:17 So, so AOV NCPA, they’re just two, there’s two metrics and they they’re, they’re not like necessarily a stagnant number and there’s so much that can go in to changing them. So obviously like, you know, in a perfect world, you want your CPA to be lower than your AOV, but at the end of the day, all, all those two numbers are AOV.
00:43:46 The CPA and ROAS are all like they tied directly together. Oh, okay. Yeah. You should row as a so important. It really depends on your business model. It’s completely different in, in a, in a nutshell, yes, you want your CPA to be less than your AOB. That’s just, that’s just the no bones about it. But really depends on your business model.
00:44:20 I have some clients who are like selling something that like has a recurring subscription. So like in that case, your S your AOV can be, your CPA can be higher than your AOV. It doesn’t matter, right? Let’s say that goes into what we call lifetime value. So your, your CPA’s how much it’s costing us to acquire a customer. Your AOV is like the average order,
00:44:42 but how many orders do they make in a year would be the lifetime value. So if you have your numbers dialed in and you know, your lifetime value, then your CPA can be higher than your AOV, but you just have to be, know your numbers, be confident in it. So, for example, if I am running as to a product as continuity or recurring revenue,
00:45:02 let’s say people on average, buy it three times a year, or maybe they buy it. Let’s say they buy it once a quarter. So our CPA is $50, or AOB is a hundred dollars. This is great. We’re killing it. When we have, we have a two row ass, which is awesome. And every time we spend $50,
00:45:22 we make a hundred dollars. And that’s our CPA in our AOB. Now, every time someone buys an order, then it’s, they buy four times a year. Let’s say every quarter, and they spend a hundred dollars each one of those times, right? This is all just like random numbers. So now all of a sudden, the lifetime value of that customer in one year is $400.
00:45:44 And if you think about how often is your client lifecycle, maybe they, maybe they, on average people take to buy this product. For two years, they buy, spend a hundred dollars a quarter. The average person spends a hundred dollars a quarter for two years, and then they stopped buying the products. Maybe it’s like a food product. Maybe it’s a supplement,
00:46:03 maybe it’s, you know, whatever it is. So if you think about it in that sense, your business model, then your out your lifetime value could be $800. So if you know that your lifetime value is, is $800, then maybe you could spend maybe what you should do if you really want to make it. And why businesses blow up is because they understand that their at their lifetime value is customer.
00:46:31 Lifetime value is $800. Right now we’re at a two row ass, but we could be at a negative Roaz right. And if you’re acquiring more customers, the way it works, like Facebook is an auction whoever’s willing to pay more to acquire the customer is going to win, right? So if this person’s average order value is, is $800. Their lifetime value is a hundred dollars.
00:46:52 Then they could be spending five and there they could have a $500 CPA. And that’s still over a one row as for them, right? They’re not going to get that right off the bat. That may not be a smart business move to, to scale your ads, to where you have a $500 CPA. But I guarantee you, there’s probably businesses that,
00:47:11 that do do that. And so I have brands that basically I scale them to a one row ass and I don’t make them any profit on their ads because that exact reason they know that well, this person’s going to, if every customer we get, they’re going to buy four times a year. And every time they average spend this much. So our lifetime value for customers 200 bucks.
00:47:33 So let’s spend and spend as much money as we can at breakeven, because whoever’s willing to pay the most for the customer is going to win. And we’re willing to break even to win. They’re not willing to lose money to win, but they’re willing to break even to win because they know if they are acquiring a mass amount of customers, then that lifetime value is where all profits going to come in.
00:47:53 When those people make their second order, their third order. Now there’s not many businesses like that. If you have like a product where like people buy, buy at once, and then it’s see you later, or you have, or maybe have a product where they can buy at once, but there’s other things in your store, you can cross sell them eventually.
00:48:12 Then you might have a new a case for a good lifetime value. But if you do have a product that’s just like in and out, one thing, for example, one of the biggest offers we ever I’ve ever worked on was a digital product. And it was like, basically like a course or a program or PDF. And once you, we,
00:48:30 you, someone bought it. The stuff got emailed to them. All the products and courses got emailed to them. They got access to like a Kajabi to have access. To course it’s over. They are not going to be buying this ever again. It makes no sense for them. Do they already have it? It’s digital. They have no reason to buy it ever again.
00:48:49 It’s, it’s education, it’s information. You’re selling information. That is where you have to be incredibly dialed in with your AOV and your CPA in your RO ass. Because if you’re, if you’re a CPA is higher than your AOV, you’re losing money flat out. And there’s nothing you can do about it, unless there’s some type of continuity or something else built into it.
00:49:09 So in that case, that’s when it’s like laser accuracy, know your CPA, know your RO ass and your AOV check it every single week, say CPAs, this this week, it was this last week. Is it higher? Is it lower? Do we know why? If it’s lower, maybe cost advertising has gotten cheaper. If it’s lower, maybe we tested new ads that are getting higher,
00:49:30 click through rates. If it’s lower, maybe it’s like a seasonality thing. And right now is like a great, like, it’s like, you know, when you’re selling weight loss stuff in January, right. You’re going to sell more of it. So, so definitely consider it. But think about how it also relates to your business model, because AOV and CPA,
00:49:47 like, like, like we’ve talked about in the, in the call, like it’s not it’s, it’s, it’s, it really just depends on your business. So with what you’re selling, if it’s something that people can only buy once or on average people only buy once, then keep that in mind. And if it’s, and, and maybe some businesses,
00:50:05 you know, they want to run them to have the lowest CPA, highest AOB, and they’ve scaled to a certain point and that’s as high as they’ll ever scale. You could not scale past this point. And without your CPA raising flat out, you can’t, that’s the way it always will be. And every single offer product has a cap to where at this CPA,
00:50:25 this is the most amount of customers you can acquire. However, if you’re constantly improving your ads to get higher click through rates, that CBA can go down and then you can scale. You can spend more money and scale higher and get more customers, but you have you’ll drive that CPA down to be able to do that. And once you drive it down,
00:50:43 then you spend more money and it fluctuates comes back up. Now, all of a sudden you’re at that, that metric again, that CPA, right? Because you’re scaled more, but you’re applying more customers. If you have more customers, you make more money period. So it’s, it’s like a, it’s like a sliding scale. But if you have something like that,
00:51:02 people like buy. Once they become a customer, they buy it over and over and over again, or they buy more things and you have a great return customer rate and you have great average. You have great lifetime values, then your CPA can be a lot higher. And that’s your own businesses. You’re not saying like, it’s not saying like, you should do that.
00:51:18 But like, we have worked with tons of brands who are willing to, to, to spend at like a 0.8 Roaz because they know that they have a really strong backend and they just want as many customers as possible because their backend is so strong. They’ll make more money, having more customers and, and the CPA isn’t as big of a deal to them.
00:51:37 So, yeah, I hope that all makes makes sense, but that’s just the way you should definitely think about those, those metrics. So we have a brand that, that we break Eva brand. I talked about that we break even on the, on the front end sales, you know, they realize that if you break even on the front end,
00:52:04 right, and you can spend a million dollars, right. And let’s say you have a mill, you spend a million dollars at a 1.1 row S right. And I’m going to do some math on my phone. So he’s been a million dollars as, at a 1.1 row, as that means you make a 1,100,000. So you net a hundred thousand dollars by spending a million dollars on ads.
00:52:31 Cause you scaled it to a 1.1 ROAS. Okay. So now you spend $50,000 at a two row and you get the same result, right? Million dollars spent with a hundred thousand dollars net revenue, 50 K spent at a two row. As you have $100,000 net revenue, which one’s better for, if you think about like for the art, this client,
00:52:58 they have a good lifetime value. So it makes more sense to spend a million dollars because how many more customers is that? Sure. It’s the same amount of net revenue, but it’s hundreds. If not thousands of more customers who are going to buy a second product who could cross sell, who could be in continuity and be on subscribe and save orders every month from Shopify,
00:53:18 like we started thinking about that way. Then the CPA doesn’t necessarily matter as much. The rest doesn’t matter. It really matters. Not as much because it’s about like the big picture of it. And whoever can spend the most money is going to win the customer. Whoever has the most customers controls the marketplace. And so it’s just figuring out those metrics now relates directly to your business.
00:53:37 So a lot of people like, like advertisers and like media buyers and advertising agencies run ads on Facebook. I’m sure you all see them. And what is the number? One thing they flocked, they fought RO ass. They say we got a seven row ass, but like, why would you ever want a seven row to me? That’s like offensive.
00:53:55 If, if, if I was a business owner, am I me? And my agency was giving a seven row ass, I would say, well, why aren’t we spending a million dollars a month because at a seven row as if you can get that into a two row ass, because you spent five times more money than a two row as is going to probably be way more profitable,
00:54:15 like spending a hundred dollars at a seven row ass and making, you know, $700. Why don’t you spend $5,000 at a two row ass and make $10,000 instead of 700? You know what I mean? So think about that too. Like, you know, that’s, that’s, that’s like really how like advanced level marketing works. So if you ever see marketing agencies flaunting the row ass numbers,
00:54:40 they’re getting, it just means that they’re leaving an incredible amount of money on the table. And it’s really sad because guess what? The world could end tomorrow. Like a meteor could come and end this whole thing. So make the money you can make as quick as you can make it. You never know when Facebook could go away. We never know when whatever product you’re selling,
00:55:02 there could be a distribution error and something could be set on fire and you can never make that product anymore. So, you know, agencies talking about getting you summarized and stuff like that. Not no one’s got time for that. You know, let’s, let’s think about how it makes sense for your business. You know, think about your lifetime value,
00:55:19 your afterward value. Roaz how much money could we spend out? What Roe asks will make us the most amount of money in the shortest period of time. Cool guys. Well, that’s all I got for today. I hope you guys got some value from some of that. I feel like we covered a lot of stuff, but yeah, I’m going to do,
00:55:35 we’re going to do this call next week. Same time, same place. It’s going to be the day black Friday. So when you talk about, we’ll talk about black Friday stuff and yeah, hopefully I’m pleased to be able to make it. I know it’s going to be a tough one. They have to Thanksgiving. Most people are, most people already expect you have a family or maybe you’ll be out black Friday shopping,
00:55:55 fight the moms or, or may just be taking the, taking the day off because you know, it’s a good day to take off and relax too. So everyone has a great, great weekend. Great weekend. We’ll talk to you guys next Friday. Let’s see you guys seen it.