00:00:08 Yeah, I know we did this call on black Friday and it was just like, well, it’s hard to talk about black Friday because where it’s already here. So it’s kind of too late, but they were cyber Monday and weekend. And I saw even like a lot of people running their cyber Monday sales or cyber week sales. And they’re just kind of,

00:00:25 you know, are lending to continue run still. I know people were running all their black Friday cyber Monday stuff until December 5th until Monday, just because as long as it’s still converting at a high rate, you know, continue to keep it going. So, Yeah, I see that a lot. I used, I sign up to a lot of subscriptions and they’re all just like killing it through,

00:00:48 literally I think through the, through the end of the week, they’re saying, Yeah. And then it’s also like, what’s your everyone’s inboxes? Got I peed on Friday, Friday, Saturday, and Sunday. And Monday, every day I woke up, I had like 500 emails from every single company announcing our scale of every single mailing list I’m on of every single thing I’ve ever bought.

00:01:09 So hopefully they’ll start calming down. Now our inboxes get a little bit more breathing room now to spend like the first 20 minutes of my morning, just deleting emails, furiously unsubscribing from stuff. But yeah. Cool. So yeah, I’m going to dive right in. We got some questions pre submitted so we can do that. We’ve got that one done.

00:01:35 Cool. So Sinead Duffy is the first one I have here. So I’d love for you to look at my ads, please. I can do a screen share or give access. Yeah. Let’s if it’s cool Sinead, I can add you to the call and we can do a screen share and yeah, we can take a look at it. Right.

00:02:11 Hello. How are You doing Good. Doing good. I saw you wanted me to check out some of your ads, so yeah. I’d love to take a look and let me know whatever, whatever questions you have. Cool. Thank you. Well, it’s kind of, I’m quite new to this, so I will share if I have permissions, desktop share,

00:02:35 and then where am I going to go here? I am. So here we are. And okay, so, So yeah. So give me just a little bit of background into what you’re selling the product would be great. And then I guess you just, just what you built out so far, like, give me a little, just background on what we built out and we’ll,

00:03:03 we’ll go from there. Okay. Thank you. So, so I’ve got a lovely range of wellbeing oils. It’s aroma therapy blends that are at six in total, and you can use them really. This is run with every lens, but because of my background is yoga teacher. It’s kind of combining Roman therapy with yoga, meditation, mindfulness, that kind of stuff,

00:03:24 manifestation, that kind of stuff. And I had somebody running ads for me and it was, they were going quite well, but I wasn’t really getting any data back. So then when, you know, earlier this year, when things kind of shook up a little bit, we also went down, but I stopped everything because I just didn’t know what I didn’t know.

00:03:44 You know, and I was very aware of what I didn’t know, so stopped everything and then just started back up now last week, actually with another team who are, you know, better at feeding back to me, but we’ve just been together like four days. So they set this up for me. And what I want to do is just read the data and Yeah,

00:04:03 sure. So let’s start at the campaign level. So you can go to the campaigns tab there. We can kind of see what type of campaigns we have running. So, okay. So it looks like we have some campaigns built around specific interest targeting, which is a great place to start. I see they had like a traffic campaign. They S they started,

00:04:23 I’m glad to see that’s kind of complete or it’s still on, but maybe that was a previous one. But one thing I always like to see is just if they’re optimizing for conversions, which they are so great, great. Start there. One thing I will see is that it looks like they’re, they’re really testing different. It looks like interest groups mainly first.

00:04:49 And then they are, you know, they have, you know, some testing at a campaign budget optimization, some testing at ad set optimization, which is great. So let’s check out the ad sets. Now we’ll go into there. And cool. So we have some that have already registered conversions. Hopefully those are real, but you never know with Facebook these days,

00:05:13 but yeah, let’s just edit that top ad set. Now, let me take a look at kind of what we’re seeing. So if you just, if you kind of like click it and then that edit button, you can click anywhere, like where it says the word learning with the green circle. You can click there. Yeah. Like there and then click edit,

00:05:29 and then we can take a look at it and we can see this one’s a gotten a conversion. So, so they got, they got, we got the pixel, we got the purchase conversion event. We can keep scrolling down. We have an audience of about 1.4 to 1.6 million people, which is great. So we can keep scrolling down a little bit.

00:05:48 If you keep looking at some more of the targeting options. Okay. We’re using not using dynamic ads. That’s fine. Conversions. Cool. We can, Do you think it’s right to work? That we are our authentic purchase? Yeah. Yep. But yeah, I always say like the end of the day go optimize for what you want. You know,

00:06:08 if you want it for a reason, if you want to add to carts, advise for add cards, but I think everyone wants purchases. So it’s best to just optimize for purchase unless it’s like flat out. Absolutely not working. So, so I see just UK and Ireland only is that just kind of the, the main regions you, you ship to,

00:06:26 We shipped globally, but our conversions to the U S are lower for whatever reason. And it makes more sense for us to ship to Ireland and the UK. We, yeah. It just makes more sense, but cheaper for us. And I think it’s Yeah. So, so one thing I will say is, you know, that’s, that’s absolutely great UK and Ireland is,

00:06:48 is a great place to start. Some of the reasons why you may have harder time than the U S just because U S is really just more competitive. Most people want customers from the U S because they tend to be the balance of the size of the country with the quality of customer, you get just as good of a quality customer from the UK or Ireland.

00:07:14 However, this just a much smaller population. So the audience is a lot smaller when you start drilling down into essential oil and lavender oil, and these things, there could be 1.4 million people in Ireland, UK who have shown interest in those, but there could be like 10 million people in the United States just based on that. So, because of that reason, right now,

00:07:36 you may get slightly cheaper CPMs because you’re advertising in these areas that are slightly less competitive, but also there’s like a slightly limited, limited audience overall, but we’re right now, we’re at a low scale. So that’s, that’s totally fine. The, the fact that you can ship globally, I would just keep it in the back of your mind that like,

00:07:53 be thinking about eventually, maybe some type of expansion into other, your, even just other European areas, just because we’re seeing that sometimes having those bigger audiences gives you lower CPMs, but you can get the same amount of conversion. So I even have some clients who are like using worldwide targeting. They’re only able to do that because they have so many purchase events on their pixel.

00:08:20 They’ve done so many, so much Facebook advertising over the years that their pixel is really good at identifying people. And no matter what country they’re from, if it would be a buyer or not. So what we do is we make sure that the, the language on the, on the targeting is always an English. So even if they’re in Japan, they have to have like their they’re English speaking,

00:08:43 their browsers are in English. They like Facebook knows that, like, this is an English, someone who speaks English. So that way they can actually understand the ad. But in that sense, we see the CPMs of how much Facebook us to be like $10 versus like $75 to target like United States, UK and Canada, just because no one else is advertising these people,

00:09:05 because everyone only wants to advertise to United States, or people just don’t know any better, but if you can ship globally. And the only thing I would say with that is to keep in mind, like some specific countries have like weird custom thing, customs issues and stuff that can get messy. So what everything you’re doing right now is great, but just keep that in the back of your mind.

00:09:26 So that’s great. We keep going down. Okay. So they are doing some interim stacking. This is great. This is what I like to see. Yeah. Everything looks good. Everything was good here. Keep going down to the placements. Cool. Cool, cool. So manual not automatic is the way to go. Yeah. So basically when I have something that’s working really,

00:09:48 really well, and I have a good amount of history behind it, I do switch to auto, but just because once the pixel on the algorithm starts realizing like we get sales from Facebook news feed or Instagram, or maybe we do get sales from audience network, then you can switch to auto because it’s going to not show your ads and placements that it doesn’t think it can get conversions because it’s trying to optimize conversions.

00:10:13 So if they see that historically like 75% of your conversions comes from Facebook newsfeed, then if you switched to auto-placement, it would just spend the money on those placements anyway. But it’s, it’s also good to sometimes, you know, if they have done some data research looking into it, this must be, there’s just their process of doing it. They just don’t use the audience network,

00:10:33 which, which I, I also don’t use the audience network too much. So if they were using auto-placement, I wouldn’t say that there’s anything wrong or anything. What they’re, what they’re doing is totally fine. So cool. So everything looks good here. Let’s look at the ads and the ads themselves. So if we X you can X out of this,

00:10:57 or if you see where it says, yeah, you can X out of this. And then we’ll just tab over to ads, ads for one ad set. One thing I would say is, is there is a fair amount of ads in here. They only have five for running, which is great. I always say, you know, try to have no more than five ads running in an ad set at once.

00:11:17 So they have multiple ads in here, but there’s only four running, which is great. So that’s one thing I always look for. Like the magic number is five. I always say, try to have, you know, in a perfect world, five ad sets per campaign, and then five ads per ad set, like maximum was kind of like the standard magic number.

00:11:35 So, yeah. So that’s great. So if you pick one of the ads, you can click any of them and we can click edit, and we can take a look at them. Cool, cool. So it looks good. It’s a video ad, which is great video ads convert really, really well. I will say that video ads tend to have slightly higher CPMs.

00:11:58 So I see you guys are doing some static images as well. Those static image ads, you’re going to be able to run them for, for cheaper, because video just takes more bandwidth, more processing power, this reduced amount of placements. You can run a video and you can run an image ad and it can be like on the Facebook sidebar. And in general,

00:12:17 it just takes up less like work of Facebook. So Facebook charges us a little bit more for videos. So just keep that in mind for anyone on this call, if you can advertise using static images, then a lot of times you it’s great because it’s so much cheaper. Like you’re talking like 25% cheaper or cost of advertising. So if you can make it work,

00:12:41 that’s great. Some people just have to find videos cause some products need to be sold by a video. And this one could be one of the ones that has to be still by video. When I look at this, if I had to say just like my eyes look right at the screen, what I would say is the, in my opinion, I think that thumbnail could be a little bit more enticing.

00:13:02 So a lot of people kind of neglect sometimes the thumbnail of the video, just because you, you, you assume these videos auto-play, but in a lot of places, if you people’s phone settings will not auto play videos unless they’re on wifi. So they have to like click into want to see the video. So when you think about it, like the ad that’s in their Facebook feed,

00:13:32 if the thumbnail is really eye-popping and enticing, it’s more likely to get them to stop scrolling while something like this is not a bad thumbnail by any means. I’m just saying like, if you, the way I like to think about it is if you think about the way like YouTube does it, if you guys are on YouTube, you see like a YouTube video from a YouTuber and it’s like,

00:13:53 they’re like going over the top to make their thumbnail pop it’s like fonts and words and bright colors and shocked faces. Like, I’m not saying let’s do that and do that. You can do that for sure. Not saying like, that’s, I’m not saying that’s what we should do, but we should just think in that mindset, like part of the goal is this is to get them to stop in their feed.

00:14:13 That’s the first step. So it’s always good to test multiple thumbnails and try different things. And sometimes what I’ll do is if let’s say, see, you have these image ads as well, a lot of these, if one of these works well and relates to the video, you could actually use one of these images as the thumbnail for the video. So sometimes that’s the easiest way to do it.

00:14:34 If you find an image ad that’s, that’s performing, you can just use that as an image ad and then also use it as your thumbnail for some of your video ads. If the products are the same and you’ll find that it can increase, click through rates and get better performance there. One thing I’ll just show you real quick, just so you know,

00:14:52 we don’t have to like publish this or anything, but if you scroll up a little bit to the feeds in stream overlays and reels, sorry, it was right there in the, in the middle. Sorry. Right there feeds in stream. So if we click that little pencil and you go over to tab over to thumbnails here, thumbnail yep. You can click manual.

00:15:17 And basically what we’ll do is we’ll give you options of thumbnails that are like from directly from the video. So sometimes you can just see like maybe this one with the person smelling the product could, could perform better just because there’s a person in it. Sometimes having a person that also you can see kind of the brand, you can kind of see the logo.

00:15:37 It’s a little, it could be just inspire a little bit more curiosity. I believe this kind of like one right underneath it is the one that they’re using, but potentially, maybe this one in the bottom left is it’s a little bit bigger, more in frame. So then you can see the product a little bit better. So not saying one of these will work better than the one they’re using.

00:15:56 Just saying it’s always something to look into. It can make a difference is what the thumbnail is for the video. And this one shows the pro those to show the product really well. It could be someone applying the product could be the best thumbnail. It could be something completely, you know, sometimes I’ll have a graphic designer create just thumbnails for all my ads,

00:16:14 where I could talk about whatever it could be showing us the person’s full face, smiling. Sometimes that works, or sometimes it can be slightly unrelated to the video. So some little hacks we found is like, if your product is geared towards, like, for example, if your product is geared towards like women 45 and plus like, it may not work for this specific example,

00:16:42 but sometimes having like a somewhat attractive male and the thumbnail showing off the product just naturally gets their attention because it’s an attractive male. And that’s like, they’re like before they even care what the product is, they’re just like, what is this ad? Right. So just think like, think about that way. It’s like who your demographic is. What’s something that could jump off the fee to them.

00:17:03 Same thing with, if I have products that are geared towards like really older demographics, like 55 and up 60 and up sometimes using like babies involving babies in the ad sometime involving puppies or kittens or just things that like are just naturally on their feed that they enjoy just helps. So all those examples probably don’t work for you, but just, you know,

00:17:24 you being, knowing your audience, knowing your product, that’s the way I think about with, with the thumbnail. So the videos look great, high quality products that great. So that’s just one thing I would say. So if you hit cancel it, we’ll just, yeah. That’s that works good. So we’re good there. That’s the only thing I would really say about the creative.

00:17:47 Everything seems, it seems good there for the primary text up here. Sometimes what I like to use this primary text for is to really like this is basically like our sales copy. So I love the fact that we’re talking about the main benefit of a natural and vegan essential oil blends. We talk about the benefits of what the product does. One thing I would say of an area of improvement could be to test different.

00:18:21 We call them like hooks and angles where it’s really like what’s the hook, what’s the angle. And sometimes it could be like the perfect way to de-stress after a long day is like an angle or a hook to go with this product. Or it could be talking about how most products are not a hundred percent natural and they could have damaging chemicals in it.

00:18:46 And so it’s like taking what the benefits already are there and spitting it into a way to where we can. That first slide of the primary text can really like go to a pain point of the customer. So we test lots of different hooks and angles with our primary texts, because you never know when you just find one that just like blows everything else out of the water.

00:19:10 So I would say that’s something else we could test with that primary text and same thing with this, with the headline as well. Usually how it works is people’s brains. As they look, they see the creative and then they read the headline and then they read the primary text. So the headline can be an important place to be able to give extra information or to be able to have marketing or to have a call to action.

00:19:38 So the headline could be save 50% off today. If they see the product creative and they’re interested, and then they see, oh, it’s on sale. And then they go to start reading more in this primary text, and it’s talking about the benefits and the hooks and the angles and the marketing of it, then that completes their decision to want to click through.

00:19:57 So those are just all different things you can test in these different areas that that can have awesome, awesome improvements. I love this only the most sacred ingredients. That’s a great hook and angle right there, like, like the headline or the first line that primary tasks could be talking about, like these rare, sacred ingredients or what makes them special really talk about how these sacred ingredients are,

00:20:22 what makes the product unique from other products that always works really well in, in specific things that go with this. We do a lot of stuff for like supplement brands and always talking about how our formulation is different than other formulations and, and things like that. Another great marketing angle is also to sometimes lead an ad with like a fact or statistic. So saying like,

00:20:47 did you know that 70% of Americans have trouble falling asleep at night? And it’s because of stress and anxiety? Well, what if you could quiet your mind, set your intentions, you know, deep in your patient’s, like then leading into it, like agitating a problem, and then talking about how your product solves it. That’s a great, great marketing angle for Annette.

00:21:09 So other than that, everything else looks, you know, it looks great. I would say just these are, these are about saying that there’s anything wrong. There’s just more things that would say still can to testing that may help improve those, those click-through rates. Cool. And at the moment I have this video on the copy and then I have like a diff a different video,

00:21:29 I think, with different copy, but should I try the same video, everything identical with just one thing different, right. Well, you’ll what you’ll find is that creative, the creative, the video, or the image is going to be the most important thing in the process. Everything else will just support it. So if you find a video that seems to be working well or an image that seems to be working well,

00:21:54 usually the best thing to do is to then start trying to improve the primary texts in the headlines and find best ways to win with that video while testing other creative, like the next batch of creative to see if you can beat that kind of control. But it D there’s no point to like mix this angle with this creative. Usually if you find the angle and the primary text that converts well,

00:22:19 and you find the video that converts well, you can usually mix and match. So it let’s say we nail the primary text in the headline to where, like, this is working really, really well. We should be able to pair that with any creative and if it fails or succeeds, it’s probably because of the creative, like creative will just naturally work better than other creatives.

00:22:39 If we nail a creative, it should keep working well. And then if we test different primary texts, the headlines, it will work better or worse based on the primary text or the headlines. So it’s just figuring out like most of the time, if something’s working, it’s probably because it’s video. That makes sense. And when you say working well,

00:22:57 what does that mean? So, so let me show you, if you can, you can actually close out of this window and what I will show you next is kind of like how I judge performance. Can you do me one quick favor and just see that like, like backwards arrow, it looks like a sign with an arrow. Yep. Fine.

00:23:20 Cause I just don’t want it. And then you can describe it. I didn’t want to mess with what they’re doing. So, so now I want you to click this right. Three horizontal lines. It’s right. Under ads. There’s like, sorry, on the right side. Under the three vertical lines. Sorry, not horizontal. A bit more to the right and then down.

00:23:47 Oh Yeah. Got it. Cool. And so sorry, the one next to it, to the left of it. Oh yeah. You can change this to performance and clicks. This is always the default it’s going to be right in the middle of all these options. This is the default thing. I always, when I’m judging ads, performance, Facebook kind of like hides it.

00:24:09 But I would always say like everyone, when you’re looking at your ads, this should be like the default window you look at and we’ll have the most that the data that, that you want to see. So this is going to be able to have access to just like a pre-set version of columns. So if we scroll over to the right a little bit,

00:24:29 we see here that this reach is how much, how many people saw the, the ads and then this amount spent. And if we keep going, we’re eventually going to see impressions. We can see impressions is how many people saw the ad. So we can see that 372 people saw this ad. It got six link clicks, and this was our cost per click.

00:24:50 And then this is the main thing I always look at is this CTR link click-through rate. This is going to be probably one of the most important columns you want to look at. This is specifically how many people see your ad and then click the link to go to the landing page. This clicks all in this CTR, all the CTR all is clicked or rate all.

00:25:14 You can see a lot of it times it can be higher than what the link click through rate is because when Facebook judges as a click could be, did they click the like button? Did they click to leave a comment? Did they click share? Did they click anywhere on the video? But like, it’s really a vanity metric. This CTR link click-through rate is really the pulse of if our ads are doing well or not.

00:25:38 So it’s basically the percentage of people click through. We always want to look for something that’s above. 1% is usually a good link, click through rate and anything above a 2% is very good. So like I’m always striving to get above a 2% click through rate. So when we look at these two ads right here, the one that got the sale,

00:26:01 not surprisingly has a higher click through rate, which is great. The other one has a 0.8, four. That’s not terrible. Like I said, like 1% is like Facebook’s average, but you also have to understand that Facebook’s average includes people who are spending millions and millions and millions of dollars a month. So if you think about a 1% click through rate to them is a lot different than a 1% click through rate to us because we’re only showing our ads to like 5,000 people.

00:26:29 They could be showing their ads to 5 million people. So you got to figure a 1% click through rate at 5 million people just with the, the data. You know, we need to be getting a 2% click through rate so that if we set a ride to 5 million people that can compress all the way down to one person. So I would say that this just shows me that like the creative is going to have the biggest swing on click rate and then everything else as well.

00:26:53 So it looks like the video is working. If we combine these two ads that are using this video, it is over a 1% click through rate, which is great. There’s those other tweaks we can make to the ad to try to increase that click through rate with the primary text, with different thumbnails, with different hooks and angles, but also one thing to always keep in mind,

00:27:11 like one caveat to this, would this link, click through rate is going to be, if you scroll to the left a little bit, we can see that a little bit further, right? One more time right there. Perfect. We can see this, this ad had, was shown to 372 people and had a 1.6% click through rate. This ad was shown to like five times more people and had a 0.8,

00:27:35 four. So potentially if this ad was shown to the same amount of people, the click-through rates could be the same, like to be honest, cause 300 don’t get me wrong. You showed it to 370 people, six of them click the link. That’s awesome. But just as we’re making those improvements to ads, that’s what we’re going to want to look at is our link click through rate,

00:27:53 improving how many impressions is that it’s getting clearly we see Facebook kind of like takes the ball and runs whenever it sees a creative, it believes in, so this ad, the second ad, the, the second one, they’re clearly taking the ball and running. So when we’re testing different creative, sometimes what I like to do is kind of like maybe segment out the creative into their own ad sets,

00:28:18 just so I can truly like AB test it because this ad that got less impressions, according to Facebook got the conversion. And according to Facebook, this one that got more impressions that Facebook is saying as a better ad, didn’t get a conversion. So just, it’s always good to just, they just compare, look at them. Also look at the impressions and go from there.

00:28:43 We can see here that, you know, look at our image ads. Like some of them are getting like $8 CPMs, which is the cost to show the ad to a thousand people versus some of them were getting 14 or 18. So like I, like I said, a few minutes ago, those static images are always going to have a lot cheaper advertising,

00:29:00 you know, up to 50% cheaper. So if you can find a way to make those static images convert, it’s gonna, you know, help out a ton in the long run because they’re going to charge you 50% to run those. But everything in, in, in all, like for something that’s just been relaunched, everything’s a good place. Everything makes sense.

00:29:19 I would say the definitely could be some improvements just from a marketing perspective, not really from a Facebook ads perspective. Everything’s like For these two guys, would you leave them as is, but just kind of pull a copy and do something different, but you leave those guys run. Is that the way you do it? Yeah. So, I mean,

00:29:38 right now this entire ad set is only spent, you know, not a ton of money. There’s not a ton of data, 3000 impressions behind it. I always say like the magic number for me is I try to like to make decisions after 8,000 impressions. That being said, when this runs for 8,000 impressions, it very well could be that, you know,

00:29:59 6,007,000 of the impressions all went to one ad. If that happens, then just keep that in mind for, for the next thing you do that. If you really want to test like some of these static images, it may be better to put them in their own ad set just because we see how little reach they’re getting compared to that one video ad and maybe this video ad with deepen meditation,

00:30:22 AC maybe if this one’s like performing, well, maybe we should kind of segment that on its own because right now it’s just kind of like sucking up all the spend at the end of the day, we’re telling Facebook to optimize for conversions, right? So Facebook is saying, well, if you want me to get conversions, this is the video. This is the ad I think is going to get conversions.

00:30:42 So I’m just going to spend all the money there because you’re telling me to do that. The way we get around that is by doing a little bit more segmenting, you can kind of break out ads into their own ad groups with their own smaller budgets. Maybe we break out one of these ads into its own ad group with like a $3 a day,

00:30:59 just so that it can, you know, we can test it, but also we can do a second ad group with a $3 a day to this other version. And then we can truly AB test them what they look like next to each other, if they’re going for the same audience. Okay. So to AB properly be tested, they should be in different ad groups,

00:31:16 the two different ads. Yup. Yup. You can do it. That’s the way to like force, force Facebook to do it. You know? Cause at the end of the day, they’re just going to be like, well, you want me to spend $3 a day? You want me to optimize conversions and this is the creative I have. So I’m going to do what I can with this.

00:31:32 When you give more and more ads, then it just has the opportunity for them to kind of like make up its own mind based on the algorithm. But I’ve seen examples where hypothetically, if one of these ads that like image doc transformation, maybe potentially, if we, you know, had that in its own ad group or, or something, maybe it,

00:31:53 it would perform well right now it’s just not really getting too much of a chance, but I will say like, it looks like right now, your best bets are these, these video ads. So what I would do is just focus on continuing to test them and then continue to make improvements on them. No matter what ad you ever run, there’s probably always a way to improve it.

00:32:13 Like, you know, adding an emoji could improve the ad testing, different headlines can improve the ad. So it’s really just about not being stagnant and saying like, okay, we ran this test video. Why G2 is our best asset we have so far out of this ad group. Maybe I want to further test some of these. So I know now I need to break these out into their own thing,

00:32:34 but I know that why G2 is the best we got. So let me relaunch something new with why G2, but maybe I’m going to try new primary texts, maybe new headlines. Maybe I’m got to test different thumbnails and see what that click through rate is in comparison with the same amount of impressions. And that’s when you’re going to make those little wins and each week,

00:32:52 if we get a little win each week, it’s going to get us to where we want to be. Yeah. Cool. Okay. Cool. That’s great. Awesome. Awesome. Well, glad to see that it looks like some sales have already come through. That’s fantastic. I would definitely just keep it on it and continue to, to, to test.

00:33:16 And if you see, what are these ads like performing really well, then maybe it’s worth, you know, just, you know, bake out, break out your best performing ads with your best performing ad sets into their own campaigns and then have these campaigns that you use more for just testing new stuff and, and, and, and get acquiring data.

00:33:34 Yep. Okay. Cool. Thank you so much. Great, great, awesome. Glad I could help there. And I think we have some more questions we can jump into. Let me see here. What we have next. We have a question from Jay. Let me see if Jay’s call. Jay is on the call. So what’s up, Jay,

00:34:03 let me see what we got here. So Jay says, the question is I’m creating a testing system, a system for four angles, two offers, three landing pages. Why did my guaranteed best testing protein ads that didn’t work. Cool. Well, do you want them? I think it probably easiest if you share your screen and kind of show me some of your questions so that we can,

00:34:29 I can kind of help give you some, oh, sorry. I think I did the wrong person. I think I hit Nick and said, let me hit J sorry, Nick accidentally promoted. You I’ll get you next time. Gay Jay. Cool. Hey Jay, how’s it going, man? What’s up? How are you doing good. Great.

00:34:55 Yeah. Thanks for your time. Let me share my screen. Go to the campaign. So we have a really, really great products and our, our offering guarantee USP is best tasting protein or your money back, and a bunch of our other ads are doing great, but I’m just wondering why this did, it could be the landing page could be something in the ad.

00:35:18 So I’m going to share it with you. Why? Okay. Share screen. Right. So we paused them. I want to circle back on this. It just sells. Well, I just don’t know why to sell an ad. So let’s just go maximum, I guess, routine creative winners. So what we did first was we did a experiments on these to try to find the best copy on the angle,

00:36:04 found that then took those and placed them in, in their own campaign, separate campaign, going to, I don’t know what the other test was. I think it was just like the winner and then like different variants of the ad of the copy. And then this is the landing page. It goes through. Sure. That looks pretty decently fast. So it says 54 seconds.

00:36:27 It’s not the different things. So yeah, With the ad stats first, can you now let’s drill down into that campaign. Whichever one is the one where we’re talking about that perform, like we’re saying like didn’t perform well for, Yeah. I mean, you could see none of them did, which is weird, but I’ll start with, this was the copy test.

00:36:52 And then this was the actual tests that we brought in after the experiment, we have a pretty good really, really we use it a lot of our really high level foam, high value pixel data. So our lookalikes do well in almost all other campaigns. And I know protein and consumables are kind of hard direct to consumer to sell. So I know that’s part of it,

00:37:20 but there’s gotta be a way in here. We can crush this. Yeah, of course. So, so what I see is that, so these are all the ads we ran. These are, yeah, this is one of the campaigns and cool. Let’s go over to the right little bit and let’s see what our stats of like, like specific ad sets.

00:37:45 Can we do the same thing and change those? Okay. So we’ve got there, there we go. This is what we want. So what I see is the biggest reason or the biggest, you know, what it looks like could be the biggest opportunity could be that this unique CTR link click-through rate is, is relatively low, which I would say is going to be the biggest,

00:38:07 biggest indicator of performance. It’s like the biggest thing we can change to help us swinging performance. So we see them all under 1%. So just like we were talking about, you know, previously, you know, 1% or 2% is really where we need to be. As time goes on, Facebook just charges us more and more and more and more and more CPMs we see are like in the thirties and forties and thirties and forties,

00:38:37 cause we’re in the fitness space and it’s really competitive. And we’re using lookalike audiences, which is the site. Facebook charges you more to use lookalike audiences because they can, because supposedly it’s supposed to get you better results and yada, yada, yada. So anyways, when we think about like the overall math equation is, you know, CPM, it’s very hard for us to change it.

00:38:57 The ways we can change it is like using bigger audiences, Facebook charges us less. So a 1% look alike will have a higher CPM than a 2% look like, but that doesn’t always mean that’s the right thing because the 1% look like it’s going to be a better, higher quality customer, which is why they’re charging us more. So if we can’t change the CPM,

00:39:15 what we have to focus on is the cost, the, the unique click-through rate. So we see here for protein, add one 15 seconds. We have a $37 CPM and a 60.6, 4% unique click through rate that end of the day means our cost per click is like $9 and 70 cents. So these cost per unique link click is why it’s not working because look how much we’re paying to just get someone to click our ad.

00:39:42 And you got a year. If your page, let’s say your page has a 2% conversion rate or a 3% conversion rate. But for the sake of math, let’s just say 1% conversion rate. So for every a hundred people we send to the page, one person buys at these click through rates at these CPMs to send a hundred people to this page would cost $970 to send a hundred people,

00:40:05 which means it would cost, which means if we got one sale at a 1% conversion rate, it would be $970 CPA. If we have a 2% conversion rate, then we’d cut that in half. It would be what, 500, $460 where the hell is I’m not going to math. So let’s say $400 round numbers. If we had a 4% conversion rate on the page,

00:40:26 then we would get down to maybe like a hundred dollar CPA, right? So this is where like the math comes in, where it’s like, this is how we look at the entire equation. So what we have to do is like, really look at the conversion rate of the page. And I bet you’re doing tons of stuff on the page to get that conversion rate.

00:40:42 If we had the conversion rate of like 2%, 3%, whatever it is, that’s great. So take that variable, take what our CPM is and what our unique click the rate is. So like I realistically believe we could find ads that get, you know, 2% click through rates here. And if we have a 2% click through rate, then we’re kind of like for accessing the amount of traffic we get for the same amount of money.

00:41:05 And then if we Forex the traffic, we get for the same amount of money, then that for like, you know, four X like reduces our CPA. So we can get 400 people to the page for the same price right now that we’re spending to get a hundred people. And then our, if our conversion rate stays the same on the page,

00:41:23 then that’s what helps us make this, make this work. So what I really see is like the amount of money you guys spend towards this campaign. We got a few add to cart conversions, which look awesome. Like the add to cards for some of these look great. It looks like our average cart value is like a hundred to $200, which is,

00:41:39 which is fantastic. I’m sure the conversion rate is pretty good. The problem is like really, we only got five add to carts out of this. So the best way we could do it is to find ways to get the unique click-through rate up. So when I think about unique click-through rate, the thing that I focus on most is the ad itself,

00:41:58 like making improvements to the ad. So let’s look at one of these that has a high click-through rate. So like, let’s look at, you know, protein copy one maybe, or one of these is a decent click-through rate. We kind of see if there’s any ideas we can have. This is kind of the best one we had so far. It looks like as far as,

00:42:15 as far as click-through rate goes. Yeah. It’s a cool ad. And see if you guys can get up here. What we do is we went to a, we went to a, what do you call it? A farmer’s market and tested our protein against the competitors and God’s will to got the reaction. So Very earthy, literally awful. I love it.

00:43:06 Yeah. It great. I don’t think there’s any problem with the creatives. Yeah. Yeah. That’s why I’m like, man, I’ve got to sort of get crushed, so I don’t know what we’re doing. Yeah. So, so, so what I would say is, can you bring up the preview again? It was something we had actually made it.

00:43:25 Let’s do it this way. Can you can exit out of this and I want to show you a trick. So if you edit the ad, we’re actually going to edit anything, but just edit the ad and yeah, no worries. And then it’s gonna in the top right corner. When it all loads, it should be like three, three, like three dots,

00:43:45 like periods once, once everything loads. Yeah. It’s just the screen-sharing live streaming recording ads manager as slow as hell anyway, without screen-sharing it and then live streaming it. So yeah, it’s going to take a minute to load, but when this loads is going to be three dots in the top right corner, and Sarah is all the way on the top right.

00:44:06 Of the browser right there. Yep. And you’re going to click that and go to more options and there should be some that says manage Facebook comments. So if you click that, basically it brings up a live version on Facebook. So we can almost see exactly what our customer consumer will see, but yeah. And then like we have a whole customer engagement team that literally just con like replies back to SMS comments on ads and stuff like that.

00:44:36 And there wasn’t any on this earlier, there was a couple, I guess. Cool. That’s awesome. I love the fact you’re adding like testimonials in the comments. That’s fantastic. So what I see is is if you keep scrolling up a little bit, so the ad itself, I would say this is like very kind of like nitpicky. The ad seems like it’s loading.

00:44:57 It’s a, it’s like a, it’s like a, a rectangle ad, but it’s loading as like a square with the black things on the side. The only thing I would say is there’s a way to make the creative actually this like four fifth creative. And what it does is it just takes up more space on the newsfeed. This is very nitpicky by the way,

00:45:16 but, but it’s always good to just look into just for future reference for everybody on the call. If you can have it, let a load on that for fifth on your newsfeed, it just takes up such a bigger spot on the newsfeed on mobile devices. It’s just so much more enticing, which is, which is great. So I would always say like,

00:45:34 that is one thing we could definitely look at. It’s kind of like loading as a square. It’s kind of a rectangle, but I’m always just looking at the formatting that the more space in the news feed we can take up with the creative, the better with What about like, like the landing page itself doing, I don’t know if you’ve seen like super successful proteins or consumables go into like a standard product page.

00:45:58 I don’t think we need to go and create a whole new like landing funnel over this. Right. I think maybe like you said, that CTR just keep testing ads or something like that. 1% audience is good. So I don’t know if it’s the audience. So like, that’s why we’re stumped. Like man. Yup. So what I would say is what,

00:46:20 what I would say is, is basically there’s some things we could do in the add to the ad copy and the headline testing, different ad copy and headlines. I think the creative is great. One idea I have for the creative could be something that could help if you guys have like video editors could be like, they show some PR person a tasting it and it tastes bad.

00:46:44 And they showed someone B person, B person, C person D potentially having like person a tasting the bad one and then the good one and then talking out good at it. So that way we’re getting that positive reinforcement about the product a lot sooner in the ad. Sometimes people only watch like three to four seconds of it, Or average duration is less than five Seconds.

00:47:04 Exactly. So if we can get the positive reinforcement of how great the product is and introduce the product a lot sooner, that might help with that click through rate a ton. And then I think also like, like potentially talking like sometimes in the ads, adding a test, a testimonial about the positivity, the positive taste of the product, sometimes leading that the headline will,

00:47:33 could be like the best tasting protein or your money back sometimes talking about how it’s specifically formulated for women or talking about like this specific person. I feel like we have a lot of this in the ad copy and then also test versions with like shorter ad copy, like the best tasting protein or your money back period, click here to get X percent at like on sale,

00:47:58 whatever percent off, like you have all these awesome like bonus of these bonuses. Sometimes these like stacked benefits with emojis sometimes with certain demographics, especially on Facebook ads, people just simply see it and they immediately assume it’s an ad, right. Because what we’re doing is we’re making it look like in that, because most people don’t post like this when they’re just like posting on their feet.

00:48:24 So if there was a way to craft the ad copy to make it seem like a more organic post and saying, like, we asked 10 women to taste our new protein and here’s what they thought. And then maybe having like warning, it might gross you out, right? Something like that gives enticing. It makes them want to just watch the content without necessarily feeling like they’re being sold anything.

00:48:47 And then if that can get them to watch the creative, the creative, I think is going to have a strong click through rate. If we can get a little bit more people like engage, engaging with it. So, so I would definitely say like the, probably the main thing would be if we’re going to do anything to the creative, maybe get that positive reinforcement a little bit sooner in the creative.

00:49:08 And then for the, the copy, maybe let’s test some different versions that seem a little bit more organic and seem like something like an influencer would post, like even talking in the first person, like we asked X amount of women to try this, or, or, you know, our protein versus other protein, just like something a lot, even shorter can work really,

00:49:35 really well when it comes to primary texts, it’s really specific to demographics, older demographics, love reading and long ad copy with lots of sales and lots of like reinforcement works really well for them. But for this demographic, it seems like something a little bit younger, younger female. So getting more direct to the point, making it seem more like an influence influencers posts and something organic,

00:50:01 I think would work really well. And you don’t even need to add the URL in the, in the copy. Most people will click a CTA button. Most people like really probably won’t click the, the URL in the, in the ad copy yet at all. I think these are all things that would be worth testing next. And I think you’d,

00:50:19 you’d definitely have some breakthroughs, but don’t be afraid also to test some, some other audiences, one things, some things I always love is like a 1% lookalike is great, but for this demographic potentially just like the interest group, like Lulu lemon, or like what type of other brands do the type of consumers you guys attract, you know, advertising to them.

00:50:43 Cause those interest groups, they could work just as well, potentially better. It’s going to be the same people. Facebook’s also going to charge you a lot less for those interest groups. Then those look like audiences. And I’m finding a lot that for everybody on the call that, you know, interest groups, interest based targeting is working better than, than lookalikes in a lot of cases.

00:51:02 It’s just because it’s a bigger audience. The algorithm has more room and those look like audiences really with the iOS updates, they’re getting weaker and weaker and weaker over time. So it’s not like we shouldn’t use them at all. I’m just saying it’s like, it should just be part of the part of the plan. Not just only use lookalikes, not only use interests,

00:51:22 but yeah. Cool. And then we got to increase the average order value here to kind of get it profitable. We’re using OCU and that I’m new to the group, by the way, this is my first time here. So there you have the order bump app writer or whatever with the group, would that be better than using OCU? Cause it seems like OCU is not getting a lot of views lately because of shop FYS updates post-purchase so to increase the average order value for these ads,

00:51:53 being that the average order value on this, this particular product is 37 99. That’s not our average for our site or sites way more than that, but to try to get them to commit to a different product or more like, how could we use that? Would that app, you guys have helped with that? Somehow What I would say is, and any of the technical stuff,

00:52:15 like I really just pick on the ad side like Matt or Taylor or something in BGS will definitely help you there. But I would say specifically, just the mindset I want you to have when you’re doing your ads is this is like most of the time how these types of businesses work on Facebook ads is you have like your one hero skew. And you’re just trying to find out the best way to sell that one hero skew.

00:52:39 And then this, this store will deal with the conversion rate. The upsells we’ll deal with the upsells, but don’t worry about that in, in the ad, right? Because at the end of the day, if we get the click through rates and enough traffic at the right price and the page converts, everything else is gravy. So our only objective right here is how do we get people to click the link?

00:52:59 Right? So, so sometimes removing some of that might help. The only time I would add it is if it really helps to click the rate, like let’s say you re you take this bonus out and it, it, it makes the click through rate worse. Then let’s leave the bonus in there, but did you take the bonus out? It may not make any difference.

00:53:19 So I would say the bigger thing to do would be testing like full, completely new stuff. So not creative cause the creative, I think creative great, but Def definitely testing like shorter form ad copy, ad copy. That seems organic. Maybe add an ad copy. That’s just testimonials just like five star reviews. Cause that can be very, very powerful.

00:53:41 Another thing that we talked about a little bit on the, on the previous, when today was on the call was, you know, presenting a problem in the ad copy, like present a problem, agitate it and then present a solution and then, you know, call to action. So, you know, did you know that, you know, 70% of,

00:54:01 of women don’t, you know, don’t finish the protein they buy because they don’t like the flavors or whatever, you know, like some bleeding with some type of problem that all these women are having is that they don’t like the taste of their protein and then like agitating it. And it’s like, don’t you hate spending, you know, a hundred dollars on supplements just to have to return them or to throw them away or them collect us on your shelf.

00:54:25 Well, we’ve solved it. And then like present how awesome your protein is. And, and the fact that if you don’t like our protein, we’ve solved this problem. Because if you don’t like our protein, we give you your money back. Think you’re really close to that, but maybe just reformatting it and shorting it could, could help a ton.

00:54:43 Awesome. That’s great. Cool. And definitely tests tests like Lulu lemon interest group. Once we solve our click-through rate problem, it’s going to be like, we can reduce that CPM by testing some of those interests. So for example, like let’s say you get a $60 CPM at $40 CPM for this ad we’re running today. Well, if we can get this click through rate up to 2% and then we can run it to a Lu lemon interest group.

00:55:09 And then all of a sudden our CPM is $30. All of a sudden, now we have a 2% click through rate, add in a $30 CPM and all that math equation looks totally different now. And that’s kind of the way you should go about thinking about it. Okay. Awesome. And then do run experiments For these tests. I don’t run experiments ever.

00:55:29 I’m old school I’ve been doing Facebook ads for 10 years. So I just, I just, I just build out the ads and, and run them. Something that could be great to do is, is just run as a dynamic ad. So you could have like the one creative, but you could have like five ad copies, five headlines, and then you can look at the data and see the actual click through rates of each individual,

00:55:49 headline the click, the rates of each individual ad copy, primary texts. And then you can be like, okay, this headline and this primary text is great. Let’s pair those together with the video. Let’s run that. And then we’re going to do another test with maybe a new piece of creative and five more headlines and five more ad copies then kind of just like discovering winners that way,

00:56:09 when you run it as a dynamic ad, it allows Facebook to mix and match all the ad copies and headlines and creative. And then you can view the results of the different combinations and it will itself optimize for the best performing creations and just continue robe running with the best performing variations over time. But you can also get the feedback on that data in case you want to make,

00:56:30 like, make that specific thing that, Yeah. Cool, great. Cool. But yeah, everything looks great, man. The only thing I’d say is like, for some reason, we’re having to click the rate from, and I’d say, don’t worry about the upsells and stuff. Like at all like that, until we solve this click the rate prompt because that’s going to unlock everything else.

00:56:50 That makes sense. Yeah. Well, cool. Thanks for no problem. Breaking, breaking me in on my first meeting. First time being here, I’m excited to have this group and he come insiders really take this brand to it. What we want to be a hundred million dollar brand someday. And so thanks a lot. Start to some great stuff.

00:57:09 If you jump on next week’s call. I, we actually have some clients running protein stuff that may not be specific like this, this female demographic, but I can show you some example of ads we’re running that are performing really well too. And then maybe we can get some inspiration from it Next week. Next Friday. Yup. Yup. Sounds great.

00:57:31 Cool, man. All right. Appreciate you jumping on and we’ll see you next time. See man. Okay. It’s a lot of, since Andrew is there, Tom, you could give some ideas how to figure out interest potentially worth testing. I’ve heard interest in to work out, but with credit look like this challenge. Yes, absolutely. We can never do that.

00:57:52 Let’s do it. Let me see if I have anything else. Okay. So we have two questions off. Okay. We’ll go real quick. Christie submitted one. I think Christie is on the call and then we’ll jump into fit law’s question and we’ll be off to the races. So Christie, I’m going to promote you and we can talk about the Facebook account.

00:58:15 You said got disabled. We can see what we can figure out here. Hey Christie. Hello. How are you? How are you clearly? I’m sure you could be better if you’re facing Fantastic. So yeah. Tell me a little about what, what happens. Okay. So yesterday I was just posting some new ads, which, and then I get in like a notice,

00:58:57 like right after that says, like the account has been like disabled, which I thought was really odd because I mean, we’ve never really had any problems. And then shortly after that, all the ads that I was like posting so that they were approved. Yeah. Yeah. I’ve seen that album before. Let me, I’m going to send a link and let’s see here.

00:59:32 So just a little bit more information. So I went to like, do like the request for the review. And so then like it’s not letting me do that. Like submit it. It keeps saying like, it’s like stuck. Like it’s like try again, like, Okay, let’s see. Can you this link I’m sending in the, let me see this dude,

00:59:57 everyone. Okay. I’m pulling it up. Okay. Hold on. I’m not sharing my screen. Am I Okay, so you want me to write? Yeah, that’d be great. So that I can kinda like see what the best course of action is. Right. Okay. Done. So that’s the ad account right there. Yeah. Cool. So let’s click there and comply with business practices.

01:00:37 Okay. Let’s see what I was abused. Clip, work request review. I know that you’ve been having problems. So I was click. Yes. And then it says, I have to confirm my identity. So, so this happens is, is it’s more of a security thing. It happens to everyone’s account at least once. And sometimes what happens is if you ever log into the account from a new computer or you get a new computer or a new device,

01:01:06 or maybe you add someone to your business manager, maybe they log in, like sometimes that can trigger this. Or sometimes it just happens. There was one month, a few like earlier this year, or just like, I’m on like 30 different business managers, 30 different accounts. And every single one of them had it pop up over the course of 30 days.

01:01:24 And we just had to go through the process. So the good news is it doesn’t seem like we’re like we’re really dealing with anything that could potentially be a policy issue. At least not that I know of yet, but whenever I see this confirm identity thing, I means like, okay, we just kind of have to go through this process. So did you go through this step yet?

01:01:42 Yeah. So I uploaded my ID and then, so it just keeps like, so if I click it again, it says, thank you for that. So we pretty much just have to wait and it will eventually email you an update and we’ll say, thank you for confirming your ID. Your identity is confirmed. And then you can request the review and I I’m 75% sure when we get to that point and you request the view,

01:02:09 it’ll turn back on. Okay. Okay. And then the only thing that I was wondering, I mean, the ads that I had while I was doing, we’ve been making some reels and then I was posting those I’ve did it a few weeks ago and they were fine, but I was like wondering, I was like, oh, is there anything with,

01:02:27 because there is like audio on them. Is that a problem? No. Did you have any, have you had any ads get rejected or anything like that? I mean, I’ve had a couple rejected over like the last four years, but Yeah, not like recently, like a large batch of ads. No. And then if I go into like our business thing,

01:02:50 like our account, like overview where it says like, how many stars out of five? It’s like, I think we’re at like 4.9 or 4.8 for feedback. Yes. Yeah. So that’s probably nothing like that. I think it could just be a security issue once we get through the, there is so what’s been happening along the backend has been, there’s been a lot of policy updates of them making policies,

01:03:13 more lenient, making policies, certain policies, more strict. So, so what that means is every time they do a policy update, they have to update the algorithm. And sometimes that leads to the algorithm, just having like there’s this false flags everywhere. And our, at our, my Facebook account rep has told me that like, Hey, if you see an influx in false flags,

01:03:32 as far as the counseling disabled or ads getting rejected, it’s because every time we do one of these updates, like the AI has to like go through this process of, you know, figuring out what, what to do and what not to do. And it’s almost like the developers have to like solve problems as they come. So I think it’s, if I had to guess,

01:03:52 it’s probably just something like that. So once you get your identity confirmed who will get the review in and they should turn it back on and there should be no issues. It’s probably just a false flag. If you didn’t have actually any reviews. I do know. No that going forward, they’re being a little bit more sensitive with certain targeting about there were moving certain targeting.

01:04:12 I th I think I talked about it all about like medical conditions and things like that. So that’s something you’re just got to be aware of going forward, but it really would just affect your targeting. It shouldn’t affect like what you are allowed to say and what you’re allowed to do and things like that. But yeah. Okay. And then I did.

01:04:30 Okay. So I mean, how long you said that you’ve gone through this process of few time. So like how long did it usually take Usually 24, 24 to 48 hours to get the identity confirmed as up to a week, depending on how busy they busy they are, but at the same time, like it usually doesn’t take too, too long. The only problem that has is I’ve had also had it say like identity confirmation failed,

01:04:55 even though I sent like a, like super clear picture of my license. So when I got into support one time, they said for everyone on the call, a good half could be to scan your driver’s license front and back, if you have a scanner and then like save that and that way you’re uploading them like a perfectly, you’re not relying on like your phone and glare.

01:05:20 Like there’s really no way they could really mess it up. Cause sometimes they do. I have seen it mess up the identity confirmation. If you have like, there’s too much clear on your, on the picture or the picture doesn’t have the right background or something like that. So just to avoid that, that’s like the safest thing to do is just scan the front back of your license on the one,

01:05:40 like, you know, piece of paper document. You don’t have to, you have to print it out if you just have it saved as a PDF. So that’s what you can upload if this ever happens to anybody. But if you’re running ads, this will probably happen to you at least once, if not multiple times, okay. I added a new new employee.

01:05:56 They log into our account. It, this exact thing happened. So it’s more like they’re trying to protect us from like fraud and someone getting into your account, spending a bunch of money on your credit card. They’d rather disable you. How do you verify it’s actually you then just like, let it, let it if they are suspicious of something. Okay.

01:06:15 And then I am like, so I’m normally at my own house and then I’m, I’m at my parents’ house. So I’m in like I live in Idaho and then my parents are in California. So you think that that’s probably what triggered it, the change At different IP address? Yeah. Yep. Okay. So they’re trying to look out for you while also inconvenience you.

01:06:33 Well, I mean, to be honest, it’s the best time of year for this to happen because we were like, we sell education and stuff. Like we’re not running big ads right now. Like in the heat of like this, like we’re our biggest time is back to school. Exactly. So, so yeah, I think you’ll be okay. Okay.

01:06:50 And then I also, I was just, so we’ve been running some real ads and then I was wondering just from your perspective, like, have those been doing well for like, have you guys been doing any of them? So yeah, we do. So specifically, are you saying like the specific placement of reels and the creative is Israel’s? No,

01:07:13 not necessarily. I was just meaning like the, kind of like the style of the, like the video is like, Yeah. So those work really well, any time you can have the creative that looks like really native to the platform that works really well. So like the real style works great for like those story placements, which are only like 15,

01:07:34 second long ads though. So they’re like shorter. So you have to keep that in mind, if it’s like being shown in the story, you want to make sure that like you have as much information at the front is very beginning or the ad is a little bit shorter length. What I like to do is take those real ads and convert them to the four or five formats.

01:07:55 And then that allows it to work great on feed. So yeah, exactly. And those do work great. Especially if they’re like filmed on an iPhone, like if they look like a tick talk or they look like a piece of content from done an iPhone, those work really well, so definitely keep testing those. Okay. Yeah. So yeah, they’re all pretty short,

01:08:11 but they’re like, so, and then, because of all the updates and how, the way things have been going recently, I’ve basically been running basically retargeting ads to every, like that’s all I’ve been running. I haven’t been running just everything to warm audiences. And so we’ve been feeling some of the reels and stuff. And so then I’ve been posting those and they seem to be getting like really high,

01:08:30 like engagement and click through rates, that kind of stuff. But I’m also only running it to warm audiences, so Yeah. Yup. So a great sign was working on warm audiences. That’s a great sign that we’ll work on, on cold audiences too. Yeah. Some of them are getting like 6% click through rates and stuff. Yeah. That’s fantastic.

01:08:47 So yeah. That’s amazing. Yep. Sound. Yeah, I think in my opinion should be just as soon as you see that identity come through, then you jump in and request review as soon as possible. Cause that’ll take another 24 hours potentially. So the sooner like those two things happen, a student will be back up. Okay. Awesome. Well,

01:09:10 I’ll see you next time. Okay. So we have so a lot of here, so, so yeah, so let’s FitLot or let’s let’s let’s collab a little bit when gonna promote you up and then Kim we’ll do we’ll jump in with you Kim after this Unmute. Okay. Yep. Okay. Perfect. Have you think, Yeah, you too, you too would love to collaborate on some,

01:09:53 some interest ideas. And tell me a little bit, just remind me a little bit about your specific demographic and products. If a member it’s like, is it a kitchen product? Yes. Yeah. So I’ve, I’ve actually had the toughest time with Facebook since the, the update. And I know I’m not the only one, but I’ve tried a bunch of different things,

01:10:17 you know, I’ve done some of the things that you had suggested and on previous calls and everything, and I got some more creatives made some more that look like, like user generated content. And so what I tried over the like the BFCM promotion period, or like a month leading into it, so it started start up November. I started running some just like video views,

01:10:47 video view campaigns to create, you know, like those higher intent yeah. Warming up the audiences. And, and so the majority of what I was doing, so that was like a month before black Friday, like say three weeks. And then what I did for black Friday is just run kind of like my specials to the warmer audiences. I did the majority of that to the warm audiences,

01:11:12 kind of like taking, you know, 75% of this video watch 95% of this video watched depending on the length of the video and then kind of lumping it all together and then running into those. So I got some sales that way, but not necessarily a ton. So my Facebook, my Facebook ads didn’t make money on this period at all. So I think what actually saved me in terms of promotions was the email campaigns and then the SMS and that’s it.

01:11:40 But Facebook completely tanked in terms of, you know, ROAS. So some sales, but really, but really not much. And then one of the things I tried, so I did the warm audiences that way. And then I did like 1% look alike, so that warm audience. And then I did a two to 5% kind of lumping them all together.

01:12:00 And those didn’t really like one sale here and there, you know, like, but nothing, really anything to write home about, so to speak. And then I tried completely open because I’ve never really been successful in terms of interest testing. So it’s, it’s almost like what I think may be interesting. It’s just such a difficult to me. At least maybe I’m just like overthinking it.

01:12:21 But to me it’s like, okay, well, you know, women 45 plus who like cooking. Okay. That’s very broad. And then if I try to go, okay, well maybe it’s women who, you know, shop a Williams-Sonoma or circle the top or one of those interests have never really panned out. And so I’m wondering if there’s like a better way of picking interests.

01:12:43 Yeah, absolutely. So I think both ways, I think there could be lots of different ways to go about it. There’s also like sometimes I find like I do interest stacking, which is when it was like, have you ever tried like interests a but also match also must match interests be so, so like the biggest interest could be like cooking. There’s like the a hundred million people in there.

01:13:09 Yeah. But then we drill down and they also must like Martha Stewart. And they also must like, like, like what is it like as seen on TV? Like that brand, like that might be the type of the type of buyers. So people who I would say like ideas could be like, QVC could be an idea, home shopping network, people who are interested in that,

01:13:30 or type of people who buy a lot of kitchen products, you could pair those with cooking interests. You could pair those with maybe like other cooking gadget companies or like George Foreman grill or these other, like really big name at home kitchen gadgets. You could try like different combinations of, of interest stacking with those of also seen, like, if you find one of these,

01:13:50 some of these interest groups, maybe they don’t, maybe they don’t convert as far as like con like sales. But if they have high click through rates of people showing interest in the product, that’s still a great sign that maybe it could be like taking a 5% lookalike and then also putting that interest in it. So it’s like the people in this 5% look like,

01:14:11 but also are showing interest in one of these interests that we’re seeing good click through rates from a good thing to test. So I would say the other thing I think about a lot is, is like, not just specifically like the nail on the head interests, like you talked about could be brands. It could be entertainment, like specific things they watch,

01:14:36 or the cooking channels, like food network or specific shows on food network could be interesting. There’s one that I see a lot of kitchen gadget people use it’s that I think it’s called like tasty, but it’s just like this brand that shows a lot about I’ve tried, I’ve tried that one. Yeah. It’s very broad. It’s almost like, it’s like,

01:14:57 it’s just like, you know, kind of like targeting Buzzfeed. It’s like a hundred million people in that audience, you know? Yeah. So it could be a great, like, I call it like a seed audience that we like and narrow it down further. So like women 45 and plus up who like tasty, but then also must like this specific kitchen gadget.

01:15:15 And they must also like as seen on TV or cooking network or this, these other brands or competitors brands, sometimes different combinations of those can really help hone in that audience. And then that could definitely help point in the right direction. Something that’s working really well for me is, but it’s, it’s very, it’s like completely different niches, but influencers work really well.

01:15:48 So we have a product that’s kind of geared towards older, older women and just naturally the type of person who buys these products is usually like on the more conservative, like right wing side. So things like Fox news and things like Donald Trump and things like that. Yeah. Things that are totally unrelated to the actual product or selling. Yup. Yup. But they,

01:16:16 I mean, they’re all like, it’s, it’s like figuring out that avatar of that buyer persona and that could also help to not just imagine, like not to get political or anything, but certain, certain products just do really well to people leading a certain political affiliation. So, and a lot of times like the whole direct response marketing tends to lean towards that side too,

01:16:42 for whatever reason people like to shop online and certain brands go completely left as well. Like certain brands just react Really well. So Yeah. So it’s really just thinking about that. And it may not be the obvious ones because it’d be think about like the tasty interest that QVC interest and the cooking show interest. Like everyone’s selling cooking products there, but you may be able to find some,

01:17:05 some, some nuggets targeting Oprah Winfrey or Martha Stewart or Donald Trump for all we know is really just a thing about those other ways. Also like specific food brands or something. If, if you can find that we paired like tons of junk food interests together to sell a weight loss product. And we took, we, we put tons of fast food interests together to sell a weight loss product because we could not get it to convert selling to weight loss interests.

01:17:36 We could not get a convert selling to gyms interests. We could not get it to convert selling to other weight loss brands like weight Watchers, some fast, all those when we go the exact opposite way. So it’s more just thinking about like the people in general, what’s the problem. This product is, is solving. Is there anything else like related to that,

01:17:58 that that could help. So potentially people who are using these home food delivery services, so like blue apron and some of those, those could be Fresh and all those People are clearly cooking at home. Right. And then maybe pairing that with some type of political affiliation or pairing that with some type of, of, of brand, if it’s definitely like females in a certain demographic,

01:18:24 like we talked about with Jay, like Lulu lemon is one that works really well for just getting in front of that demographic. Like people know that Lou lemon demographic, you can sell anything there to that demographic interest group. It doesn’t have to be a fitness product. Doesn’t have to be a thing like the same type of people. If they’re running offers about like cryptocurrency there,

01:18:45 they’re probably targeting things like Tesla. And they’re probably targeting things like these specific brands that have nothing to do specifically with what they’re marketing. So just think about that and come up with some ideas. But those are some ideas I, I think top line. So yeah. So it’s really just more like an educated guess on your part in terms of kind of like the way that you said Lulu lemon for,

01:19:06 you know, women who might be interested in trying a new kind of protein or whatever. So it’s, it’s more that as opposed to actual research. Cause I know, you know, there’s used to be this audience insights tool on Facebook where you could say, oh, like my audience is this. And then they, you know, they follow these pages or they like these kinds of things and used to be able to kind of at least get ideas.

01:19:26 But now I tried doing that and I know there’s still like some version of it there, but it’s like, they like tasty and they, and they like, you know, like whatever it is, it’s, it’s like such broad things that you can’t really, it’s not useful information. You know, Usually what I’ll see is like tasty as a hundred million people.

01:19:45 But then if I stack something else, it gets down to like 40 million and I stack one more layer and you have to say like also it’s like, it also include also must match also must match you. Don’t just put them together. You do that also must match then put a second interest. Then also must match, put that. And if you can get that down with like three to four,

01:20:05 maybe four to five, three to three, four brands that you really like three things like tasty plus Martha Stewart plus blue apron may only be a million people. And that can work really, really well when you do tasty by itself. It’s too broad because I watch videos from that and I do not cook at home that much. I buy your product. It’s just not,

01:20:24 it’s just so, so, so maybe breaking it down that way could be a way, way to help them. So when you’re looking at inches, do you want to only keep it to like a broad one and then maybe three, three smaller ones? Or are you looking like enough to break it down to a specific size audience? Like what do you kind of,

01:20:43 what do you think is like a good, Yeah, so, so a lookalike audience, for example, what percent look like audience is like 2 million people. So you can look at like trying to, if you get like a 2 million person audience and compare that to what that 2 million person audience looks like compared to your 1% look like, is it have a higher click through rate that will be the,

01:21:00 like the first judgment of success, even if it has a lower click through rate, does it have a significant, lower CPM just because lookalike audiences tend to have higher CPMs as well. Sometimes you just buy an audience with a lower CPM, even if the click-through rates a little bit lower, it’s still, it’s still a big win because it definitely helps out that full equation.

01:21:19 So it’s definitely About 2 million or so that you would want to Test. Yeah. And that doesn’t mean you can’t do bigger too. Like if it’s working, if it’s converting, like I, I have 20 million person audiences, it just really just depends. It’s unique to every single person. But I would say, you know, the smallest audience I would really focus on,

01:21:36 it depends on your budget too, but like 500,000 people is a pretty small audience. So I would say anything above 500,000 people, especially if you are, unless you’re testing stuff that you know is unproven. If the creative is proven and we’ve, we’ve gotten good click through rates, but we just haven’t figured out the next step. Then, then I would say,

01:21:54 yeah, let’s say like 500,000 to, you know, 4 million people anywhere in there is a pretty good size. Yeah. But also as far as creative goes in, you’re talking about the click-through rates. Could it be that necessarily not the creative is bad, but your audience is not, you’re not putting in front of the right audience. And if you put it in front of the right audience,

01:22:14 that creative would be better. I mean, it would perform better. Yeah. Most of the time I I’ve seen creative, like creative is pretty agnostic as long as you’re like in the wheelhouse. Like if you’re targeting people, women 45 and up who have shown interest in cooking and we’re not getting a good click through rate, then it still could be a potential.

01:22:35 Still could be a potential creative problem. Like create click through rate is really click through rates, really tied to creative. I have ads with really good click through rates, really a click through rates and I can do wide open targeting and it, and it works. I could just do females 45 plus nothing else. And that would work. It may not be like,

01:22:53 as it may not work as good as using a 1% look alike. It may not work as good as using interests in honing it in more. But those click-through rates still should be should, should be good, regardless if we’re in the ballpark. So, Yeah. Okay, cool. I think that’s, that’s enough for me to, to kind of do some more testing and then we’ll see.

01:23:15 Thank you so much, Andrew. I appreciate it. Yeah, no problem. Absolutely. It’s like now. All right. And we have, we have next, we have a cool Kim and then we’ll see if we can jump in and help crystal. Hey Andrew. I’m good. How are you? Great. So I’m going to share my screen.

01:23:48 So as I mentioned, I had a little difficulty replicating that nifty trick that you showed us last week. And so I wanted to kind of get you to kind of walk me through it, to see what I might be doing wrong. So my hastily put together ads that I did for Facebook were okay. I want the breaking even. Yeah. One of the,

01:24:12 this retargeting ad, which had started out really, I think I started out at like $20 and then I bumped it up to 65 over the course of the time it’s still running because the sales going on through December 5th, but it’s a pretty good in my speed. My cost per acquisition is really, really good. So I’m happy overall. I’m happy at the end of the day,

01:24:29 I have an average order value of $120. So all of these are okay with me. So I didn’t get like a ton of sales for them. So like the, the, the, the other lady, I got most of my sales from the email marketing, but I’m cool with that. But that trip that you showed us, I tried replicating it.

01:24:45 And so does the, does the ad that you’re trying to replicate have to already be live? Yes. So it has to be running right now? No, it just has to be published and, okay, so let’s go, let’s just do a random example. Like, let’s try one that you would, let’s say like, look, we’re going to do what you were,

01:25:04 we were trying to do. Okay. All right. So, so if I wanted to say, for example, replicate this one, and by the way, the one that I was trying to replicate on bumped up deleting, it had done really well. Yeah. I know he had done really well before, and I was just like, it was like a catalog sale.

01:25:19 And I was like, oh, this one did good. Let me try and see if I can, you know, rekindle this excitement. So, but anyway, I wound up deleting it. So it was okay because I had turned it off a while ago anyway, but I lost the data, which is, you know, what sucks. So yeah.

01:25:32 Sometimes I just always leave stuff turned off instead of deleting it. Sometimes I do delete stuff and sometimes delete stuff and I regret it. So, So yeah, that was my bad, I don’t. Yeah. So anyway, so if I wanted to say replicate this one without having to rebuild the whole thing, so I would go to create new, right?

01:25:50 Yup. Okay. So create, Let’s do a wish. We can do it. We could probably do it quicker. This, if he had cancel, let’s go to the ad. We want to replicate first. No, you know what? Let’s not do this one. Cause this one is a catalog one. I wouldn’t want to do one That’s Carousel or one of these other ones.

01:26:13 So let’s, let’s try doing it with this one. This wasn’t one of the, this one, this one was one where I had like a carousel in a video. So if I wanted to replicate this one, what do I do? So let’s go into the, there, what are the actual ad level of this? Okay. So, yep.

01:26:27 Let’s go to the one, I guess the one that was 15 is, is pretty good. So let’s click that into there. Let’s go to the actual ad. So are one, You said the little carousel corny little did. Okay. Yeah. For the few days was really, Yeah. So if we click that top, that button in the top,

01:26:47 right. With those three dots and we go to a more options options. And if we see that pretty much, the problem is it’s the one that’s right after posts. It’s going to be that number, this extra ad ID, but it’s going to be the one that’s always after posts. So That’s going to be it. Yeah. So sometimes it doesn’t add this extra ad ID at the end,

01:27:27 we actually want is the post ID. So we can see this one says, ad ID equals this, but post is this. So we won’t always use the post ID. Yeah. Okay. All right. So then I go back. If we go to, let’s say, let’s go over to those new campaigns we’re working on. We don’t have to publish this,

01:27:48 but we can just throw that out. Yeah. Yeah. Let me just, I got one, that’s kind of like this testing thing, right? So I’ll just go here, edit and just go into any one of, it’s not the ad set level though, right? It’s a, it’s on the ad. So, so what we can do is go all the way to the top.

01:28:11 This one specifically, I believe is a, in a, in a catalog. Let me Go to one of the ads. Three ads is fine. Yep. Perfect. So where it says, ad set up, create ad, we’re going to switch that right there To The assistant code and then enter PO and click paste. The post ID right there,

01:28:36 where it says, enter post ID, click that, and then hit submit. Oh, look at that. Yeah. Okay. See, I was, I was using the wrong numbers. I was using that number at the end, but it looked like that’s what you were using when you gave us the overview at the time. Yeah. Mine didn’t add that extra ad ID string.

01:29:01 The end of it. That’s why out? I would’ve said, oh, ignore this one, but Okay. I thought something was wrong with my thing. And I was like, oh my God, am I not authorized to do this? It was like giving me some crazy looking message. So I’ve got it now. Cool. Awesome. All right.

01:29:18 Cool. All right. Well, I’m going to keep working through some stuff and, you know, trying to improve, I I’m going back through some of the videos that you’ve done cause I wasn’t on every single call, but just trying to gather some snippets and tips of some things I could be doing and listening along of course, and trying to join every call I possibly can to just get better at doing the ads.

01:29:36 So the information that you’ve given us has been tremendously valuable for me. And I really enjoy joining this call. So thank you so much for your time. Yeah. That’s what I love to hear. So appreciate it. And yeah, I’ll be that tip helps that everyone on the call. I’m excited now. Alrighty. Thank you so much. You too.

01:29:57 Okay. Okay. So I want to see if we have, I still have a little bit of time, so it can see if I can help Kim Krista real quick. So Krista let’s see here, you know, Chris says she has a question. Okay. So we have Krista, she says, ask them questions said, I’m still working on Facebook shop about it.

01:30:32 Instagram shop too, as well. We know Facebook page at reach activity also affects their Facebook shop sales. Do you know if it’s the same Instagram or anything should be doing to boost sales? I don’t think it’s really anything you have to be doing to focus on boosting sales through the Instagram shop and the Facebook shop. I know that with Instagram shopping Facebook shop,

01:30:53 you can tag products in posts. So like let’s say you make an organic post and it’s showing off one of the products you could tag that product. And then it can take them right to the Instagram shop, deal to buy it it’s even with the Facebook shop. So that’s really the way people that’s really the best way to utilize it is if you have great organically,

01:31:11 let’s say you have like, like for example, if you’re a clothing brand and you’re posting a picture of a lifestyle photo of an influencer or a model wearing the clothes, and they’re saying like, oh my God, I love this new hoodie I got from this brand. And it will say view and shop and they can click it and it’ll go straight to your shop where they can buy it.

01:31:34 That’s really the best way to utilize it and get sales from it. It’s not necessarily something that like really has anything to do with ads. Or you can focus on boosting sales boosting shop sales is like the more you can post and be tagging products. And the more you can like have posts that are getting tons of reach, have posts that are organically doing really well,

01:31:52 gimme engagement and showing up in people’s feeds that’s what’s going to help them most about boosting their shop sales. So this time of year says, do you find targeting? It’s pretty wide open this time of year. I feel like you’re, I feel like your product would really give broad appeal as gifts. Yeah. If you, if it’s really a Facebook algorithm is great.

01:32:11 You can be, you can be broad, you can be specific and it should work. So B going broad is fine. I just really make sure like, if you’re going to sell something, that’s a Christmas gift. Is it like a mom buying it for a son? Is it a girlfriend buying it for her boyfriend? Is it a male friend buying it for another male friend?

01:32:29 Just think about kind of the demographics and then not just because if it can match everybody, then the best thing to do as far as conversions would be to see if your creative can also go along with that. So we have some that are like, let’s say we, we have a client that’s selling music boxes. And the music boxes are pretty much for kids for the most part,

01:32:51 but it’s like, let’s say we’re targeting for parents to give a gift to their kid. Our creative is like maybe the same, but the messaging is like the perfect gift for your daughter. The perfect gift for your son. If we change our targeting to be grandparents, and we say the perfect gift for your granddaughter or grandson that creative might have like an older person in the creative and the ad copy.

01:33:16 And the messaging is all geared towards like grandparents and older people. So even though it’s broad, there’s still ways you can narrow in the targeting to narrow in the messaging, which will improve, increase the click-through rate. If you’re out, you know, saying the perfect gift. That’s like that is one angle. And then saying like the perfect gift for your son and targeting people of a parent’s age,

01:33:38 a son or daughter or a child. And then grandparents like lining that all up with your targeting is going to go a long way with click-through rates and eventually conversion rates too. So just keep that in mind, like you can go abroad while still creating a strategy that is, is catered towards specific advertising. But yeah, right now Facebook is just kind of in a,

01:34:00 in a, a crazy targeting nightmares situation still. So, you know, going broad can work. It also can not work. It really just depends. It’s like everything, everything would, this is like very nuanced. So if you have a product product with a super broad appeal, I would still want to have a ton of data on that pixel meeting a ton of visitors,

01:34:21 a ton of purchases, I’m saying like thousands of purchases on the Facebook pixel like purchase events fires, because it’s still like at the end of the day, you could line up 5,000 guys who look like me, who are my age. And some of us are gonna have kids. Some of us aren’t, some of us are going to be married. Some of us aren’t,

01:34:39 some of us are going to have completely different interests. So just because it’s a broad appeal doesn’t necessarily mean it’s right. So I would still say like Facebook, the reason why we use it is because the targeting is so robust and great. So definitely use it. And if you can make it work broad, that’s great because you’re gonna get the cheapest CPMs,

01:34:59 but that doesn’t always mean it’s gonna work. Like every time, like some things I can go broad somethings we have to get super granular. You just don’t know until you test it, but definitely the more data and the more purchase events on your pixel, the broader you can usually go hypothetically and get through. So is perfect Zyban who likes to entertain or cook for their family.

01:35:20 So that’s great. That’s, that’s great. Targeting examples. Look like audience lookalike, audiences of VIP buyers is a great is, is absolutely a great one. And so, yeah. Did that answer your question Krista, about going broad? I know you’ve talked about, about having a little bit, a little bit of trouble on working on, on Facebook shop.

01:35:53 Cool, great. Awesome. Oh, okay. Great. Everyone’s helping each other out. I love it. I love it. Cool. Well, I think we got an awesome call guys. Thanks everyone for jumping on and bringing stuff as always bring brain stuff every week. And sometimes I enjoy just talking about random stuff in the industry, but a lot I love helping you guys and providing value.

01:36:16 So, you know, come here, come with questions and come with problems. Come with your screen shares. You know, I, at this point I solved just about everything that could be broken. It’s very rare. I see something that I don’t have at least a couple ideas about sometimes. So absolutely. We’ll see you guys next week. Everyone have a good weekend and we’ll,

01:36:37 we’ll talk soon.