Okay. So I have a couple of questions I can go through really quick. I’m not sure if some people are on, but I know sometimes it looks like some of these might be in other countries. So time zones could be crazy. But Erin had a question saying efficient Facebook ads structure set up, which is, you know, definitely a question that’s that can be very,

there can be a lot of different answers to that, but, you know, if, if I was going to say my most effective basic strategy I do is I like to organize my traffic into top of funnel, middle of funnel and bottom of funnel. So that’s kind of how I think about my structure when I’m getting started. So my top of funnel traffic is,

is for people who have never heard about us before and never heard about the brand have never clicked any of our ads have don’t like our Facebook page. However, these people should be, you know, through targeting and look like based targeting interest based targeting and whatnot should be in our demographic, be to people who would want to show interest in our product or service,

but they don’t know about us yet. So I, what I do normally want to get started is I’ll go in and I’ll start creating audiences. So I’ll create audiences of all the people who like our Facebook page, all the people who engage with our Facebook page or Instagram account, and then all people who have visited our site, all people who added to cart,

all of our people who have purchased, right? So pretty much you’re thinking about your entire customer journey. And the first point they see us to the last point to see us, I want to create all those audiences, probably the last 30 days, all the way up to maybe 180 days, depending on how real cold we want this audience called, meaning that they,

how much they know about us. So that way my top of funnel campaigns, what I’m able to do is I’m able to exclude those people. I’m able to exclude in our audiences, exclude people who like our page exclude people who have shown engagement, exclude people who visit the site, exclude people who’ve purchased, exclude people have add to cart. So that way our top of funnel campaign is people,

truly people who are absolute as cold as possible, who know nothing about us. And then that campaign I’ll have some, maybe I’ll test some ad sets that are based around lookalike audiences. The best lookalike audiences are based off the best data set we have. So people who have purchased purchased our products are probably our best lookalike audiences to build off of. So usually we’ll build lookalike audiences off our past 180 day purchasers,

as long as we have a thousand, at least a thousand people in that dataset for any dataset to build a lookalike audience on Facebook, we probably want to have a thousand people in it. So, and then we kind of work our way backwards from there. So a thousand people who have purchased our product, if we have that, that’s great. We want to build lookalike audiences off that I like to test 1%,

a 2% and 3%. And then also when we work our way back, we’ll do lookalike audiences off our add to cart. And then it’ll look like audiences off our site visitors. And then I looked like audience off our page engagers, right? Cause that’s kind of the level of depth of customer. They are with us. If they’re a purchaser, they’re our absolute best customer.

If they are engaging with our Facebook page, maybe they’re tagging a friend, maybe they’re liking a post. Maybe they’re watching, you know, 25 to 75% of one of the videos we’ve posted. Those are people who have shown interest. So we still that’s still within our demographic to each one of those data sets is going to be different quality vacations for potential customers.

So we’ll test some of these lookalike audiences and our top of funnel campaign. And we’ll also test interest based targeting. So I’m using the detailed targeting that Facebook allows us kind of, I’ll definitely do different combinations of targeting. So, you know, if I’m selling from selling shoes, then maybe there’s interest based around shoes. But if I’m selling running shoes and maybe I’ll do you know,

interspace around shoes, but then also narrow that down by people who are interested in brands like Nike or Adidas or people are interested in running. So it will be people who show interest in shoes, but then also we’ll narrow it down to people who are interested in running. Maybe we’ll narrow down, even down, even further to people who are interested in specific brands based around running shoes.

And then even sometimes there is some behavior interests you can test, which is like engaged shoppers, which Facebook has a, an audience you can add that is people who have clicked the call to action or clicked an ad and made a purchase in the last 30 days. So we could start, you know, our biggest audience is people who are interested in shoes.

We’ll narrow it down by saying must also include people who show interest in running. And then we’ll narrow it down. Maybe in further, also interested in these three running shoes companies and then narrow that down all the way down to engage shoppers too. So it’s engaged shoppers who show interest in different running shoe brands, interests in running, and then also in shoes and may both test that audience and then maybe will get good results or bad results.

We’ll look at what the clicks rates are and we can test different interest groups in there. So that top of funnel campaign strategy includes those different types of ad groups. That’s how we separate and based on ad groups. So each lookalike audience will put in a different ad group and that interest targeting we’ll put an ad group and we’ll probably want in my, you know,

what I usually do is whatever we’re doing for our daily budget, 60% of our daily budget, we’ll put towards that top of funnel. And that top of funnel campaign will all those ad sets full exclude all those audiences. We talked about the very beginning, the visitors, the purchasers, the add to carts and engagers. Cause those people are going to go into our second campaign,

which will be our middle of funnel campaign, which is now we’re targeting people who have shown interest, right? So we’re going to target the people who do engage with our page. We’re going to target the people who have visited our website. We’re going to target the people who add to cart. And maybe all we’ll exclude from there is we’ll exclude the people who have already purchased,

unless this is a product where people could purchase multiple times. Then we’ll exclude people who have purchased or already have become customers. But all these people who have been along the way of our customer journey, but have not become a customer yet, that way we know we can market to these people differently. And we can send them ads that are more specifically based around testimonials,

or we can send them ads that are specifically based around knocking down, knocking down specific barriers of entry. Could it be price? Maybe we have to give these people a 10% off discount code. Is it that they just aren’t, you know, they need to hear from more potential previous customers as far as testimonials to make them at ease, willing to make this purchase.

So maybe that’s what it is. So it’s figuring out what our top barriers to entry are. The people in our top of funnel campaign or middle funnel campaign, or building ads to try to knock down some of those barriers. And then the very last campaign we do is our bottle bottom of fall campaign was just specifically the people who have added to cart or initiated a checkout they’re like right on the verge of buying and we’re excluding the purchasers.

So that bottom of fall campaign is the people who are just right there about to become customers, but they haven’t yet. So maybe we can give them some over the top offer, but I wouldn’t get one free. For example, something that works really well for those people. So your top of funnel is 60% of your budget, your middle of funnel,

it will be 30% of your budget. And then your bottom of funnel, it can be 10% of your budget. That way your top of funnel is filling up all these buckets and your middle of funnel and filling up your buckets. And your middle of funnel is hopefully filling of your pockets, buckets, the bottom of funnel. And then all we’re doing is testing different creative and ad copy and headlines to try and get these audiences performing better,

to increase our click through rates. But that set up structure is three simple campaigns, a few ad sets per maybe five ad sets per campaign going ever at a time. And then we’re just focusing really on click through rate to enable to improve performance. And we’re focusing on the actual site itself and the landing pages that we’re sending traffic to, to increase conversions because very rarely do ads really help the conversion ads really will help people get to the page.

And we’re always going to be striving to improve that click through rate, but very rarely will the ad with a very high click through rate have low performance, for example. So as long as you’re improving the click through rate of our ads, by testing different creative, improving our messaging, it really does these, these targeting setup, this basic structure should work.

As long as we’re focusing on those click-through rates to get people to the page. And then once they get to the page, what are we doing to make sure that they convert? And that’s what a lot of stuff, you know, the at BGS that’s what we’re doing is at BGS. We’re focusing on getting the page to convert. So on the ad side and the traffic side,

we’re focusing on that click through rate, how many people can we get interested that are in our demographic, actually click through to the page so that our page can do its job and convert them. So that would be probably the most efficient, basic Facebook ads structure I could say to set up. And the other question we had was from Danielle, she said,

I have a pretty successful campaign going with a 1% purchase ad set. My first ad was doing really well. And then I added a second ad and the second ad is also doing well, but Facebook is showing the first ad much more, which had an actual, actually higher AOV. The bulk of my daily $300 a day budget is going to that ad set.

What is the best way to separate the two ads and stay within my budget? Also, what is the best way to use a hundred plus for review and a creative? So Facebook definitely does that. It’s just trying to optimize. And since it has the most data from this specific ad, it’s pushing most of the budgets that ad. So I would do is probably duplicate the ad set and have one and maybe split the budget in half.

So maybe if we’re doing $300 a day to this total ad set, maybe we have two ad sets running, maybe it’s we do a hundred dollars a day on each of them. And then based on performance, we can increase the budget of that ad set 10% a day. So a hundred dollars a day, if it does well, the first day we can push it to 110.

And a couple of days later, we see it’s still doing well. We can push it to 130 and test just scaling it that way, that way we’re forcing Facebook to spend a hundred dollars specifically on each ad. There’s really not too much problems with only having one ad per ad set. Sometimes what I’ll do is if there are two different ads with different creatives,

I might just be testing a couple of different variations of them. So if it’s a video, maybe different thumbnails, if it’s a static image, then maybe assessing different ad copy different headlines. But that way we’re still giving the ad set a couple different ads. But the, the core concept of that ad is the same in the ad sets. And that will be a good way to test,

to be able to make sure Facebook is spending the budget to both ads that you have confidence in. And then the best way to use a hundred plus word review and a creative would, I would say, would be to hire someone on Fiverr or potentially find someone, you know, who would be willing to deliver that review as like a testimonial as a first person.

So sometimes what we’ll do is we’ll get all of the best testimonials that people leave on our website, and then we’ll get people on Fiverr or people who are spokespeople or people in different apps. You can hire people for maybe, you know, 50 to a hundred bucks and get them to, to read the testimonial from our first person perspective and find someone that’s kind of in the demographic and then use that as your creative,

as long as it comes off genuine. Usually we find people do really good jobs for that, but that way it’s coming from a first person perspective. And you definitely want to add, also add captions to the videos so that they can, people can also read as the person speaking, but that’s the best way to, to use it in a creative.

The other ways, if that’s not possible is you could test using that as, as an ad copy. However, it is still a little bit longer. So test it in its ad copy. I would also test it potentially being read. And the first person’s perspective, even sometimes like I’ll film, testimonial ads, I’ll take out my phone and I’ll leave the,

the most perfect testimonial I would believe in for one of my ads I’m running. And then I’ll just run that. Even if I’m the person saying it, no one who’s watching the ad is going to know that it’s me. It’s basically just, you know, I’m willing to do that because I know I can deliver this testimonial better than probably someone, someone else can.

And I know exactly what I’m looking for. So that always works really well too. So I think there’s a few questions popping up in the chat. So I’ll get those real quick. What happens if middle of funnel bottom phone was too small at the beginning, then I would just focus on, I would really just focus on my top of funnel then I would definitely,

I would definitely just focus on that. If you’ve been, if your store has been up and running for a while, then the sooner you get your pixel and sooner you create those audiences, the better you can create those audiences up to 180 days. So that’s where I would start is that people have shown interest in the last six months. It’s at least a data set to start building,

to build lookalike audiences off of. And then I would focus more of my budget on that cold traffic top of funnel campaign. Danielle says it’s showing the new ad Morris or decrease the original ad budget. Okay, thanks. Yeah. So I would say split it up, duplicate the campaign. So you have two things running of the same exact ad set.

One of them has ad AE. One of them has ad B and we split the budget in half so that we can truly test them. And what I would do is, is schedule and duplicate them and schedule them both go live at midnight and like really pit them against each other. So tomorrow at midnight we have two new versions running, one with,

at a one, would that be maybe a hundred dollars each? And we really split this, the performance, the first thing we’re going to look at as click through rate, what’s the click through rate at one versus the other. And we’ll probably let that go to 8,000 impressions to determine which one’s the winner based on click-through rate and based on obviously the performance to like sales generated and says,

is there a perfect duration for a testimonial where you add 30 seconds is great. It really is, is, is whatever it takes to get the point across. I think 30 seconds to a minute is great. However, I’ve also run ads that are seven minute long videos and they work really, really well. So it really just depends on the demographic.

It really depends on the offer, but yeah, I would say 30 seconds, at least 30 seconds is, is perfect. Sometimes what works really well is if you can get multiple video testimonials, just short sentences, like mashups of different people saying different things that works really well to just pull the best sentence from a few different videos or potentially just one good,

really, really strong testimonial. Usually if it can seem super native filmed on an iPhone filmed while people are in the car or filmed, while they’re doing a certain activity, for example, if it’s like a cooking product, if they could be in the kitchen and they’re like using it as they’re kind of giving the testimonial and talking about how easy it is to use things like that,

that works really well, just depending on whatever the niche and whatever the product is. Nick, you said you had a question, so we definitely have time. If you want to jump in as, and, and ask it in person and we can screen share if you have any questions in depth, or if you want to ask it in the chat,

it’s completely up to you. If anyone has something they want to work on, we can bring you in to screenshare or we could bring you in to, to ask any questions directly to me. I don’t think we have any more preloaded questions for the day, as far as people who submitted. So we can definitely just start jumping into one-on-one help or one-on-one questions,

or if people want to jump into the zoom and explain some stuff or, or cool. So let me add you Nick, and we’ll we’ll do it. So you should be able to jump into the call. Hey Nick, how’s it going? Going on, man. So started, I was testing for audiences, rather small audiences. I’m trying to not only test audiences,

but test creators and copy. So I started the campaigns on the 24th through the 26th, like I said, four audiences spent total of $57, almost 58 bucks. Average CTR was 2.4, four ROAS was 5.21, which is also a 27, 20 17. And everything went to hell in a hand basket, same copy, same ads, same audiences from 27 to four.

This morning spent $75. CTR was to 2% and no purchases. I wouldn’t get any activity. Not sure why I didn’t change anything. So I’m not sure Sometimes it’s it’s Facebook when you want something. It goes apps after the absolute best people first, right? Cause it wants you to get good results. It wants you to start scaling and wants you to increase your projects.

So sometimes when that happens, it, depending on the audience size, if the audience is on the smaller side, I might just be relaunching every couple of days, duplicate it, pause the old ones and relaunch it and see if going into the weekend. If we can have a strong weekend, if we see it start to die down sometimes just that like constantly relaunching it from scratch.

And, and even if it’s just duplicating and changing the start date and the start time, that can be enough to kind of reset it until we kind of reached that, you know, audio eventually that audience could just be exhausted with, with we realized that no, that this is the audience, the audience. When you say CTR, do you, do you mean the CTR all or specific specifically the link,

The link click-through rate? Not the all. Yeah, so that’s great. So that’s a good, really good start. I still think there could be some room for improvement on the creative side to get that even higher, but I think that’s like a great baseline that you’re, you’re in a great place. So I wouldn’t say that I was best average of four.

So there’s, there’s two of them, two audiences that like had a really high CTR, but I wouldn’t get any type of purchases or anything from them. I’m not quite sure. It’s probably, I guess something to do with the copy or some do with website. I’ve got to look at, like I said, it’s really Small data, you know,

like it’s only been going for a long time. I had, I was out of college today with a girl and she was really frustrated that the last three days she hadn’t gotten a sale and she woke up this morning and there was three and they were all like really, really strong purchases with high average order value. So sometimes it can be the psychology of the buyer’s journey of where they are at the time of the week.

For example, health and wellness products do really well on Mondays because people are over the weekend and they’re probably eating like crap and they’re feel bad about themselves. And on Monday they’re waking up and they’re like, I’m starting that new diet today. I’m going to start shopping for some weight loss supplements and people buy supplements on Mondays. And for example, we,

this girl I was working with she’s in doing like med spa, body contouring and stuff to, you know, to do with beauty and, and med spa. And today was a Friday and she had a really, really good day and we’ve looked at our data and it seems like the end of the week, people are a little bit more about self care.

They’re a little bit getting ready for the weekend. Maybe they want to go to see a beautician or a nail salon or a med spa or something like that on the weekend. So that’s when those things do well. So I would say, you know, just keep at it and start thinking about that. Like, what’s it look like over the course of seven days over a course of a full week,

that’s probably the first data ship set. We should really look at it before we really start digging too far into it. So you may find that some days, like you could have a huge day tomorrow, cause wherever it is or some, some e-com things work really well on weekends because people just got paid today. Right? So they could have been clicking Monday,

Tuesday, Wednesday. They see you’re out again on Saturday and now they’re ready to purchase today because they have more money in their bank account. So, so What you’re telling me is I freaked out less this morning at 4:00 AM and stopped those ads for no damn reason, huh? Potentially. But Hey, that’s, it’s not a bad thing. I would schedule them to go do,

you know, scheduled to go live tomorrow, let them run over the weekend and see, see what happens. It’s a, it’s definitely a marathon. Like not, it’s not a sprint. So just be focused on your ads, your audience sizes, we may want to, as it starts working, sometimes having bigger audience sizes actually can help us get better results.

Especially if we have those really strong click-through rates. Have you seen CPMs in static images lower than in videos? Yes. They’re going to be about tripping about cutting half in general. Okay. So that makes sense. Cause the set of images I was using, I would say, I think I had a CPM average is around $20. If that, and then the video that I launched this morning,

I mean it’s 50, $60. Yeah. And that’s always going to be that way videos. They, they, the space for videos is obviously more competitive. A lot of people love running video ads and also video ads can only show up on, on certain placements. So in the news feed primarily, which is not only where most of the transactions take place.

So it’s the most competitive placement for your ad, but also it’s the only place videos can be shown. They can’t be showing your videos in like the sidebar of Facebook and some other placements. A lot of times, like when you’re watching a video on Facebook and then it automatically starts playing the next video on Facebook, like that’s one of the few placements that can,

it can be on other than newsfeeds. So that’s why it’s, it’s just crazy expensive right now, trying to video ads on the flip side, you know, a lot of times we also see double the click through rate on, on a good video ad versus static image ad. So it was just weighing out the pros and cons some brands I have to only run static images to be able to get the CPMs low enough,

to be able to make it work. Some brands I can only run video ads because it’s the only way I can get the click-through rates high enough to make it work. So it’s really just about solving the problem, right? What’s the math equation that needs to be self CPMs. It’s very hard for us to be able to control it. It’s not too much we can do to lower it.

It’s basically what they’re charging us. So it’s just manipulating that click through rate, you know, how do we combat high CPMs is by increasing the click-through rate. So maybe on those video ads, you’re running where you’re getting those high CPNs. Maybe we could be testing different headlines, different ad copy. Maybe the, the thumbnail of the video that as a huge,

huge thing that can, can affect the click through rate of it. Because if the thumbnail of the video is more eye-popping, if it has an attractive person smiling, for example, isn’t a great example of a way that you can be, you know, take a video ad that’s performing okay. And all of a sudden make it pop because if someone sees a video and immediately catches their attention,

as they’re scrolling, you’re going to get more people to actually view your ad, which is going to increase your click through rate. So think about those are the few things you can test next is, is what’s the most eye-popping thumbnail you can put for the ad. And sometimes what I’ll even do is I’ll go through the ad and like, you know,

depending on what you’re using quick time or windows, media player or whatever you’re using to play a video on your computer and I’ll go through and I’ll watch the entire ad. And I’ll think about what’s the most eye-popping frame and I’ll screenshot it and then upload that to Facebook and not just give like the default options that Facebook lets you I’ll actually go manually pick my thumbnail for,

for the, the ad. Also something you can do if you haven’t yet that can help increase the click through rates on video ads, which would help combat the CPM issue is try making them in different formats. So like, I’m not sure if you’re doing like your just normal YouTube, which is like 16 by nine rectangle, but also cropping them to be a perfect square takes up more feeds.

So when you look at your phone, you know, a square will take up like this chunk, each chunk of your feed wall, a YouTube video would only take up like this much, but a square. And then you can even do the tall rectangle where it’s not quite like a Facebook or an Instagram story, but it’s like somewhere in between a square and an,

a full feed, those still show up in feeds and they take up almost the entire scroll. So you gotta figure if you’re taking up almost the entire scroll of someone’s newsfeed and you have a really eye-popping thumbnail, that’s, what’s going to create like, you know, skyrocket that, that click through rate. So I’ll see if I can find an example real quick on,

on my feed. That might be a lot of things I’m seeing are squares right now, but that’s, that’s the way I would think about it too. Something like this, which is just a picture of my buddy playing guitar, but you can see how it takes up basically the entire feed of my phone, versus if this was like a YouTube size or a normal video size 16 by nine,

they were only take up about like this much. But if you’re scrolling through your newsfeed, what’s your customer, potential customers are. And we have a really eye-popping thumbnail and a video taking up their entire feed. You’re so much more likely to get them to, to show interest. So just thinking about that stuff, when you’re going through your, your creative,

And then last question, when you’re doing testing, you mentioned seven days. Should I test things for seven days? Cause I was doing like three and then kind of looking at stuff and be like, ah, should I keep it? Should I not? So would you recommend doing seven? Yeah, I would recommend, I make them in seven days is a great just because then you can really determine,

like I talked about different days of the week, people have different buying behavior. So depending on what your niche is, there are some products that have do well every single day of the week. And there are some, some products that do very well on different days of the week. For example, a lot of e-comm stuff always does really well on weekends.

So it’s hard to judge the performance on a Tuesday or Wednesday based on how we’ll do on a Saturday or Sunday. Well then through the 26th was I think Saturday, Sunday, Monday. Yep. Yeah, exactly. Yeah. And, and what is, what is it your, the, the product you’ve already got, right? It’s home security, security,

security cameras. Yeah. So you gotta figure like during the week people are busy people working, they come in home, they have their kids in their lives on weekends. Am I a little more free time to be on their computer? They remember like I’ve been looking for a solution for home security and actually have the time right now to dig in and do the research and be able to,

you know, figure out this, this problem I’m trying to solve where during the week it could be that they’re, they’re just too busy with their lives. Maybe they see the bad, but it’s, it’s, it’s too much to get into right now. So just thinking about that when you’re running ads so seven days, or I really like to look at impressions as well.

Like how many impressions have we had? I usually like to see something with 8,000 impressions to really, to determine what it’s going to be. And I could take us seven days to get 8,000 impressions, gotta figure it’s it’s, it’s all math and statistics. So the more people we could show it to the bigger data set, we can judge make decisions on the more accurate those decisions are going to be.

So I never get too excited when the results are really good off the bat. And I never get too bummed out when the results are really bad off the bat, because it never tells the full picture until you have the right amount of data. Okay. Makes sense. Cool. Appreciate it, man. No problem. Hope that helped out and excited to,

you know, if you can jump on next week and let me know any of that stuff when him and said here. Oh, absolutely appreciate it. All right. Talk to you later. Thanks. We’ll do that. Okay. A couple of questions here. It’s Filana says, Andrew, are you seeing a big difference in Facebook reporting versus shopper Sapphire,

Google analytics, iOS changes. Facebook is not picking up as much as I thought it was or the conversion API, it would improve. My is still enormous. Yeah. So I’m seeing that exactly. A hundred percent conversion API is helping the problem, but it’s not ever going to be the full time solution. There is no solution right now offered by Facebook,

Shopify, Google analytics that truly solves the tracking problem. The only way right now I am getting accurate tracking is by using a third party tracking software like heroes, which I’m using right now. But these are also very expensive tools. They can be expensive tools and it really just depends on how much time, attention, detail ad spend you’re dedicating to this project,

to where those tools make sense to use conversion. API is more solving a problem that it’s going to get more data to Facebook. However, the data is going to be on a three day. A lot of the data is still going to be on a three day delay. So for example, I run ads on Monday. I run ads on Tuesday.

I run ads on Wednesday. On Monday, I turn off a bunch of campaigns, campaigns based on performance on Wednesday. My pause campaigns, all show sales happening today. Those sales could have happened on Monday, Sunday, Tuesday. However, it’s taking three days for Facebook to accurately report those sales and they don’t report to the day that they happen. They report to the day that Facebook receives the data and sometimes that’s 72 hour delay.

So I have campaigns pause that are showing GIF sales today. And it makes no sense. It shows no ad spend. It shows no click-through rate. It shows nothing it’s just as today, their sales. What that means is those campaigns accounted for sales earlier in this week that probably went into your Shopify store that went into your analytics, but they’re not accounted for on Facebook because of that delay.

So you, the only way to get real time tracking or at least close to real-time tracking is, is something like what could reports hieros there’s a few other ones that are going around that not only that, that have nothing to do with conversion, API conversion API really just helps get more data and some data that would absolutely never get there. Facebook without conversion API at least gives it a chance to get there,

which is the more problem that solves, which is why I always say on nail these calls like first step, make sure you have conversion API working because you’re kind of just starting with one hand tied behind your back. If you don’t have that and it’s still not going to be the, the main solution. So if you’re looking for more accurate tracking, I would recommend looking into to one of those third party solutions and they will help you set it up.

And that’s really just, depending on that scale, I really need hieros for example, for one of my clients, because we’re spending, you know, $20,000 a day. And at that scale, if I look at my Facebook results are completely different than what hiero says. Jairus is saying, some campaigns have a 1.8 row ads and Facebook is saying it has a 0.3.

And then I look on Facebook and campaign. So I have a 1.2 ROAS and I’ll look at hieros and it will have a 0.5. And it’s really because the data loss coming in, people are buying products and that data is never getting into Shopify. And that’s that data’s never getting back to Facebook and that’s deflating ROS showing a roast it’s worse. And then people are buying products and Facebook is over-reporting transactions.

Based on the data it’s getting with using statistical modeling is what they’re calling it. And that sale could be coming from an email that sale could be coming from Google, but Facebook loves to take credit for it because that person may have clicked an ad in the last week. However, they do buy the product from that ad. So that’s one of the solutions we’re using.

However, like I said, those tools can be expensive. So I guess with issue of third party tracking, doesn’t know which ads are working and that’s an app. I talked to my eyes. And so, yeah, exactly. That’s why the that’s what these, these tracking forms do. What they do is you add a, you connect it to your Shopify store or your click funnels,

whatever platform you have and it’s are tracking every transaction coming from your Shopify store. And then you put a piece of code on all your ads on your ad level. You put a little tracking script and the tracking parameters of every one of your Facebook ads, when someone clicks an ad, they go to your website, they’re assigned to click ID. And that click ID is carried all the way through to the end of a transaction.

And the software is able to match that click ID to a database of transactions and say, you know, spent, wanna click this ad. And then she bought this. And then now I’m going to organize all of this information of all these clicks and all these transactions and give you the accurate data of which ad ad set campaign resulted in the sales. And it takes Facebook out of the equation.

So then you can go look at Facebook and say this ad, I’m going to pause this ad set. I’m going to keep on this ad set. I’m going to reduce the budget and so on. And the conversion API. What’s great about that is that when Facebook is trying to optimize itself, which is completely outside of the decisions we make, we do our own optimizations by increasing reducing budgets,

turning stuff on testing. Those are optimizations we’re doing, but Facebook is also trying to self optimize and improve our results over time because they want us to spend more money. But if we don’t have conversion API, it’s not getting enough data to, to, to optimize the way it was a few months ago, which is why everyone’s saying, seeing, you know,

impacted results. So as those campaigns are not optimizing as, as proficiently as they should, conversion API allows more data for all these people who are opting out of tracking on iOS devices. It allows most of that information to get there, even if it’s on a 72 hour delay so that the campaigns can optimize and the facial pixels can get that data and understand that Svetlana bought this product,

you know, and brought this bot, bought this product. Danielle brought this product, mark, Nick, they all bought the product where normally they may never get that information of who actually bought the product. And it’s not going to be perfect. It’s not going to solve over tracking issues, but it’s going to help that pixel optimize going forward. And the more data we can get to the pixel,

the better. And then the third party tracking allows us as the people running the ads, the insight on what we should do, what’s the next move we should make based on the data. What is the real row ads? What’s the real numbers we’re getting so that we can make these decisions ourselves outside of Facebook trying to optimize themselves. Yeah. Yeah.

So UTMs, you know, absolutely help. However, analytics, I don’t know, we’ll ever get a hundred percent of the purchase data from Shopify. Maybe it, well, it’s just really depends on what system you have built out, but UTMs absolutely will help get that data into, into Google, Google analytics, where you can see that the real performance based on ads and campaigns based on the campaign IDs and that IDs.

And then the next level is like a third party paid tracking software, which can give you results and data in real time with, by leveraging these databases and click IDs and things like that. Yeah. Yup. So, so yeah, that’s with UTMs, which I use for all my links. So Shopify, I see the ad. So it came from just not getting back to Facebook.

Yes. So that’s even with the conversion API, it could be a three-day delay. Exactly. Yep. Getting back into Facebook and that’s going to be from now on until Facebook figures out a better way, which their developers are working hard to solve all these problems. That’s, you know, the main thing they’re working on is all this stuff. Their biggest threat is,

is all of this to Facebook’s business is, is all this tracking issues. So they are working on it. I talked to Facebook reps in Israel, who is the highest level of Facebook reps, all the top, top executives at Facebook, as far as compliance and ads, the advertising division is all based out of Israel. So that’s basically all their main focus is,

is going on there. So cool. So we sell a little bit of time. If anyone has any more questions we can jump in. If anyone has something they want to troubleshoot, we can do that. Yeah. Just, just jump in the chat or I can add you as a panelist, just let me know what you guys want to do.

So a lot of, did I answer your, your question? Did you have any other concerns about that? Okay. But if I add UTMs for all my links and so in Shopify, I see the ad, the sale came from a sacking back to Facebook, even though the cursor API. Is that not how it works? So, so that data no,

no, no, no. Oh, no problem. Okay, cool. I just want to make sure I answered it clearly, if you, if you had another question, just let me know. I can answer that too. Oh, yes. Yes. Okay. Let me find that. I did see that it was a third year. Okay.

Okay. 8,000 impressions. Were you talking about per ad for a campaign or ad set? So that’s also a very subjective question because I think about it, about everything. Like I like to see an ad with 8,000 impressions. I like to see an ad set with 8,000 impressions if I’m making a decision based on that ad set and that campaign 8,000 impressions,

if I’m making a decision about that campaign. So, you know, if I’m making a decision about the creative, what does this creative of 8,000 impressions maybe across multiple ad sets, right? Because the same ad can be in multiple ad sets, multiple campaigns. Does this create an 8,000 impressions before I make a decision on the click, through rate being good or bad,

do these ad sets before I decide to start increasing the budget or testing different targeting, does this ad set have 8,000 impressions before I start making decisions? Or does this campaign, if I’m determining whether I want to turn it off, whether I want to turn it on, whether they want to increase the budget, decrease the budget, does it have 8,000 impressions?

And, you know, you want to get to the point where your campaigns have hundreds of thousand impressions and you’re judging based on your ad performance of those 8,000 impressions. So just anytime you think about making a decision based on the data, you’re seeing the more data we can have the better so that we’re statistically taking our best shot at making on the optimization.

So 8,000 is just kind of a magic number that we tend to use because it’s a large enough data set where we have reached 8,000 people of a potential audience to determine their interest level in a product. Anything less than that, it’s just hard to determine if that’s an accurate decision we’re going to make, just because of the low level of, of, of,

of data we actually have. So it can really go anyway. I would just say before we make any decision, 8,000 impressions to at least something, right. It could be the entire project. It could be a specific ad, you know, just to make sure. And that’s all just best practices. I’m not saying like run your as 18,008,000 impressions,

even if they’re tanking, like no, like that’s just best practices of what we make our decisions on in our agency. But also we have clients with large budgets. We also are testing lots of different things and we’re also, you know, very process-oriented with what we’re testing. So that goes into just like I said, if I run an ad and it gets a thousand impressions and it gets really good results,

that doesn’t mean the next thousand impressions it’s still well. And if I run an ad and it gets really bad results at the first 1000 impressions, and that doesn’t mean it always will have bad results. So, so yeah, 8,000 is like a magic number because then you’re thinking about a week’s worth of data or 8,000 impressions, maybe which whichever is greater.

But also if something is clearly tanking with terrible click through rates, or, you know, clearly tracking is not working or clearly this audience is not responding to the ads. Really the main thing we should be focusing on is our click through rates. And that is if we’re improving our click through rates and we’re improving our targeting and optimizing, then we definitely should be seeing that that performance increase over time.

Yep. Yep. Absolutely. That’s a great early gauge is the link, click your rate and the CPMs, the CPMs are super high. We may want to test make sure our click-through rates are really high, or we might want to test open audiences. I’m also seeing right now that lookalike audiences are having very high CPMs right now, and interest based targeting or having very low CPMs right now.

So if we’re and, and open targeting as having the lowest CPMs right now. So if you have a pixel that has tons of data and tons of purchases, then you might be willing to be able to go. I’m just going to be my only targeting is just going to be based on gender and maybe location and maybe age. Maybe that’s the only three things I’m going to put under my targeting because the pixel is so much data.

It should be able to go find, you know, females who are 45 and up who live in the United States, who would be interested in this project or product because we have so much data on the pixel. The pixel can go find those people itself. While if we have low data, we have to rely on targeting and more specific the better and while lookalikes other best targeting,

it can also have high CPMs. So potentially testing, different combinations of interests, targeting, narrowing down, interest, targeting, and potentially testing, you know, going as broad as we can to get the CPMs down, to be able to get the data we need. She says, I have a couple ads that I’m running right now that actually didn’t sales and high CPMs,

but cirrhosis is good. The other one that as a Facebook, doesn’t register your Salesforce guy in. So yeah. So if, if we’re getting high CPMs hope we’re getting good ROAS. Then I would say to focus on improving the creatives to try to get the click through rate higher. So it could be like we talked about a few minutes ago, the thumbnail,

the aspect ratio, the size of the ad, that format ad copy headlines, things like that. That could no matter what we have CPMs, we can always be working and striving to increase the click through rate so that it doesn’t matter where CPMs are because we’re getting it doesn’t matter what they’re charging us because we’re doing such a good job getting that click through rate high.

So we’re getting a still good volume of traffic because we won’t be able to really lower that CPM without completely changing our audience. So just because you’re getting high CPMs could just mean that we need to get a little bit broader with our, with our targeting. And that’s usually the best way to combat that is switch to interest based targeting and get a little bit broader,

expand our audience a little bit and look likes to right now have higher CPMs. Awesome. Well, anybody has any last minute questions? Yes, no problem. Fill out. I’d love to, can’t wait to hear about how some of that testing goes and let me know, you know, going into next week. If you have any questions we can screen-share or do anything like that next week.

If you have any more questions, if anybody else, anything else, feel free to jump in and ask questions. If not, then we’ll just keep plugging away and we will go into next week re ready to rock and roll. So just give a couple quick minutes. If anybody has any questions, let me check to see if any new questions came through the Facebook Friday page.

Cool. Don’t think we have all right guys. Well, hope everyone has a great weekend and we will see you guys next week and we will dig into more. And hopefully, you know, if you have questions, if you want to screen share, by all means, I’ll be ready for, for whatever you guys want to throw out. I mean,

next week, and we can get a little bit, you know, a little bit down and dirty on some ad accounts maybe, but everyone has a great week. Everyone has great results. Hopefully Zach in the Facebook, God’s blessed us this weekend, going into, going into it. We’re heading into Q2, Q4 here, which is going to be the best time to be running ads for a lot of us.

The we’re also looking forward to that and helping all you guys. So yeah, have a great weekend and we’ll talk soon.