Awesome. Awesome. Awesome. So Nick has gone, man. Okay. So I believe talked to there’s Aaron. We talked about Aaron last week. Let’s see, we had a question from Avery asking about, they want more traffic in general discussion about ways to drive more traffic outside of Facebook. Some of the best places right now that we are finding success.

Driving traffic outside of Facebook, YouTube ads are great. YouTube ads were great, especially if you have a great top of funnel creative. So one of the, the pros about YouTube ads is it can be a little bit cheaper and a little bit less competitive than Facebook, but you also can attract a higher average order value customer we found than Facebook. Facebook tends to be a little bit on the,

you know, get everything on Facebook, but also can tend to be a little bit on the spectrum of people wanting to pay a little bit less or a little bit lower average order value. Then you can find usually on YouTube because YouTube is really this the world’s second largest search engine, more than anything. So when people are on YouTube, they’re looking to be educated.

They’re looking to first solutions to problems and they’re actively engaged while on Facebook, it’s a little bit more of a passive behavior. So on YouTube, you can get a little bit more direct intent from your customers, which could lead to a higher average order value. And on top of that, because the type of creative that you can run on Facebook, it can be very direct.

It can basically be almost like a VSL or a sales pitch, essentially in your ad. While on Facebook right now with the CPMs, a lot of people are running static images and carousel ads and product ads. While on YouTube, you can really treat it like a piece of content, informational content or tutorial or an unboxing or something that seems like a real piece of content,

like a YouTube video, but then you could also have it be an ad, like check out this product that’s going viral. And then you talk about unboxing it and what’s cool thing about it. And you have a link to the person to buy it potentially too. So that works really, really well on YouTube. And then outside of that, there’s other networks on ad-words.

So Google search is a great way to get more traffic bidding on keywords on Google search. You could also be launching some remarketing strategies from your Facebook ads that you’re already paying for. You could be doing some Google display ads specifically to people who maybe have viewed your store, viewed your products, requested more information. You could be having a Google display network strategy built around that.

And then also a YouTube ads, remarketing strategy around that too. So people who would be your products or be your stores, you can be running YouTube ads only to those people. So it’s a way you can get a second data point a second interaction point with your potential customers and a second way to acquire that while not just relying on Facebook in general.

The main thing I will say, the caveat to that with YouTube is obviously the creative and the video is the most important asset. So you have to be willing to, to test a lot of different assets and be willing to analyze that YouTube video. What’s the watch, what’s the watch rate, how much percentage of the video are people watching? Okay,

well, if there’s a drop-off here, then maybe potentially we should add a call to action here, or maybe we should add the video to be shorter, or maybe we should have the video to be longer. So there is some caveats to that where you truly have to treat it like an agnostic completely separate platform than Facebook, but it does work really,

really well. So there’s a few networks there on, on AdWords. We are having some success running Pinterest ads. However, just like we talked about with YouTube, Pinterest ads requires a completely different mindset and strategy. You can’t just say, oh, I’m gonna take the ads I’m running on Facebook and run them on Pinterest. It has to be completely different Pinterest while it’s also a search.

It’s also a search engine. People also looking to be informed people, looking for ideas, for things. People are like, you know, killing some spare time. But what works really good on Pinterest is having an organic strategy where you may be sending traffic to your blogs, or you may be sending traffic to a top five list. The top five uses of this product,

the top five best products in this category, some type of narrative build some type of narrative around it and drive to an informative landing page where it goes into detail and provides value. And then at the end of it, you can say, and a link to buy from here. It very rarely does it work going a picture strategy straight from like what’s an ad to a lane sales landing page or a storefront or something like that.

So ease had the treated completely separately and build a strategy around it. But that being said, if your demographic is potentially on Pinterest, man, the CPMs are so much cheaper than Facebook. That it’s a really, really effective way of advertising. Definitely. Another resource you can look into what’s blowing up right now is, is take talk ads. The CPMs on take talk can be as low as like 20 cents to reach a thousand people on Facebook.

It can be if you’re lucky, $20, sometimes we see, you know, 50 to a hundred dollars CPMs to reach a thousand people on Facebook ads because it’s that competitive. However, with the USA tick-tock ads to be 20 20 cents to reach a thousand people. So you could reach a million people for the cost of my read costs you to reach 10,000,

a hundred thousand people on Facebook. So it’s exponentially very cheap advertised source. That being said, you have to make creative. That’s like native the Tik TOK platform. So it should actually like, feel like a Tik TOK. It shouldn’t be just a VSL or a sales ad or something like this. But if you can get some like influencers or someone in your demographic to film some take talks with your products,

you can run those as Tik TOK ads and then drive directly to the, to the landing page where someone can buy it. That’s, that’s, that’s a good resource. Some other ways right now there’s LinkedIn ads. If that seems like something that may work for certain people, if you have a certain demographic and a certain demographics of people have certain jobs,

job titles or interests, you could potentially run ads on LinkedIn as well. I know some people doing some e-com stuff on LinkedIn or a ton of e-com ads go on LinkedIn, but some people do running com ads on LinkedIn. Those are probably the main ones I would say right now. There’s also Snapchat ads, which you’ll probably see if you use Snapchat as they have those like stories where you can explore,

you can run a ads for Snapchat ads on Snapchat. I see some success with those being like potentially like supplement brands. Like if you’re a brand that’s really focused on like health and wellness and maybe it’s like whey protein or supplements that has a brand identity, whether it’s like fun and vibrant or very serious about results, or maybe it’s like a program that could appeal to the type of demographic that’s on Snapchat.

I know brands like ancestry.com and things like that. They run a lot of tick-tock ads. And like I said, a lot of loss supplement brands and health wellness brands run Stefan Tik TOK, sorry, Snapchat ads also like dating apps, things like that. So depending on what your niche is and where your demographic is, think about where they’re at and what platforms they might be on.

And then you can probably figure out an advertising strategy for that platform. You just have to understand that the plot, the strategy you will have to change from platform to platform. You can’t just expect to do. What’s working for you on Facebook and like copy and paste it across different platforms. You have to kind of build a strategy around each and every one of those.

So that’s really like what we do here at Sawtooth is we have a built out our team to have like media buying experts for every traffic source and platform, so that we’re able to make sure that when someone works with us, like when someone clicks one of our ads on Facebook, then they’ll see us on YouTube and then potentially they’ll get an email from us.

And then potentially they will see a display ad on a website that they’re browsing and then potentially they might see an ad on, on Pinterest or something like that. And you can build these really robust remarketing strategies. So when someone shows interest in the, in the product there, you pretty much see them everywhere. And I’m sure that happens to a lot of us on this call.

You, you see, you see a, you click one ad and all of a sudden the company follows you forever. So yeah, that’s, that’s kind of the main platforms I would say right now, which is a great resources to get, to get extra traffic outside of Facebook. So, Mary, yeah, if you need video, a YouTube video created,

if you send, we can do that for you. Absolutely. That’s one of the main skews we have at Sawtooth is we have a full production team and all they do all day, every day is companies send us their products and we come up with hooks and angles and then create content with the products and we can do it for whatever platform you want.

And if you want it for Facebook, we’ll do, you know, content that’s Facebook first. If it’s for YouTube, we do content that’s YouTube first and, and, and so on and so forth for whatever, whatever platforms you’re trying to be on. So there’s my, our website. You can submit a contact us and you can actually schedule a call to talk,

to, to talk to us and we’ll get you up on a call with you. And we can, we can scope that out for you and see exactly what you need. Yeah, absolutely. Charles says, have you done anything what’s up on subject doc, behave, imprudent every shouts for a little time. So I haven’t personally, I think my,

I do have, my buddy has, who’s also a media buyer. I can talk to him, I’ll ask him if he’s at how he got around it. Cause he has been able to get ads onto doc right now. Tick dog is still the advertising portion of it. It’s still kind of in its infancy phase where it’s still brand new and they’re still figuring out a lot of things on their end.

And as far as like conversion tracking and they don’t necessarily have the best necessarily algorithm, like they’re building it right now, but this whole advertising portion of Tik TOK is still relatively new. So it is getting better as time goes on. So I will, I will ask my buddy, if he’s had trouble getting a supplement ads approved on Tik TOK, and I know right now they don’t have the best support either as far as the advertising support,

not that any of these platforms have great advertising support, but I know that there’s a still kind of in the infancy phase, but yeah, I’ll, I’ll let you know what he says and potentially he might have a resource or something that might be able to help you out. Let’s see if we have any other questions here. Kai says I’m running a,

an engagement campaign to reach a custom audience that engage with the ads. I can’t figure out why I can add, I can’t add a headline and tactics. So with engagement campaigns specifically, you can’t always add, you have to check a box in order to be able to add a call to action, where you add the headline. If you’re running a engagement ad to an existing post already,

like you post it on your Facebook page and you just kind of like created an engagement campaign out of it, it’s going to exist essentially as the ad exists on the platform. So if it’s a Facebook post, it’s going to stay in that of posts, you can’t add a call to action to it. However, if you build it out in ads manager,

there should be a check box where you can add, add website link. And if you do that, then it allows you to add a headline and a call to action. And the actual website you want to drive traffic to. And then also sometimes engagement campaigns. What works best is create a campaign that is optimizing for purchases. And then once you have it built out,

you can take that ad and run it as an engagement campaign. So you can duplicate the campaign and change the, the campaign type to engagement. And it will still have that ad in it that has all the, you know, headline tagline text we’ll have the URL and you can change the campaign optimization to engagement, and it will still be on that ad.

There was also a way which I’ve talked about on previous calls and a way to be able to save your post eddies and then run them as an engagement campaign. So I’ll do that real quick and show you guys how to do it in on an example I have, so everyone knows I do it. So let me share my screen. Let’s do this.

You see the screen basically have tons of campaigns live. So for example, I would, this is how I would do it is what I like to do is create all my ads that I’m going to run ever in a ad control. And so basically this is a campaign that never gets turned on. This campaign is always off. And what I do is I build my ads in it.

So if we look in here, we will see here is an ad I built, right? And let me just turn off my virus so that it loads faster. So, so we see the ad I built, I have the page, I have the Instagram account. I have the video, I have the ad copy headline description, call to action,

and my will protects. So this ad is built, but this ad has never run because it is in this campaign that has paused. So I keep the campaign pause. I keep the ad set, pause. I keep the ad itself pause. Once this is built and published, what I can do is I can get the actual post ID for this ad.

And how I do that is you open the ad. You edit it. When you get to the screen, you’ll see these three dots right here, you click these three dots and go to more options. You’ll see this tab that says, manage Facebook comments. And what this does is it brings up an actual live version of this ad. So when we click that,

we see the ad come up and we see this entire URL. And what we want to do is we want to grab this post ID, which is this number. So the numbers are here to quick, this way to grab it. It’s just a double click inside it. And it will highlight that entire string. And what I do is I copy it.

And then normally what I do is I bring up a, a sheet here that ways where I keep all my post IDs. So normally what I do is I put my ad name, I put my beat ad URL. So I would take the ad name, which is here, right? I would copy that. Now out of here, then I would take the,

the URL, which is this entire string. And then I would paste that here. That way I can always go back and see exactly what this ad is. And then I can click on this. If you click just right on this tab on a Google sheet, it brings up the URL up here. You can double click and get this string of numbers and you get the string of numbers.

I like to face this right in the middle. So you’re here. I have the ad name and I have my ad ID. And then I have my ad year-round. So now if we go back and what I want to do is I want to run an engagement campaign because what I like to do is I like to do what I call like a deep engagement bomb.

And what engagement bomb does is I’ll show you an example of an engagement phone. So an ad that I put an engagement bomb on will look something probably like this, which when I bring up the ad, you will see that we have whenever it loads going out. Okay? So we have 11,000 reactions, right? And we have 1,200 comments and 6,400 shares.

Why this is good is because if someone sees this ad and they see this amount of engagement on it, they’ll be like, wow, this is a must be pretty legit. There’s a lot of people talking about this. And then the client also, you know, comments on every single post. Like every single time don’t comment, they reply, whether it’s positive,

whether it’s negative, they reply. And what that does is it builds up over time, this engagement problem, or now when you take this ad and you take it out of engagement and you start optimizing for purchases, you can this, all this engagement and all these comments will carry over into your ads. They’re optimizing for purchase. So now that I have this,

this ad and I have this brand new ad, I’ve made, which, which has no engagement so far, this ad, I just copied and pasted a year. We don’t have any engagement. So what I do is I can go into my ads manager. I can create a new campaign and I will say, I want to yeah. Optimize for engagement.

Right? And so post engagement is what we want, but you can call it just like, you know, saying engagement, balm, whatever you want to call it. A client name, engagement, balm, and we’ll call this B one. It always be one just so that keep it simple. So now we have a campaign that was optimizing for,

and instead of building an ad out in this campaign, here’s what we’re going to do. We’re going to go on our targeting and you can put whatever countries you want. A little trick I will tell you is if you just want to get a true engagement bomb, what I will sometimes do is I will add countries that not necessarily I want to target,

I might do an engagement bomb in the United States, which will give me people from United States, but also people in United States are really expensive. And also people United States don’t necessarily always, you know, engage with ads. But a little secret is if you do countries like Malia, Asia, and a few other, if I can spell it right. Malaysia and the Philippines,

for whatever reason that’s sounds, right? Yeah. You have to actually a country for whatever reason, in some of these, in some of these markets, like if you optimize for engagement, ads, get ton of engagement. Like the comments, it won’t always be what you want, but the likes and chairs and things you’ll get will be huge. So basically what we’re doing is we’re kind of pumping up this ad with lots of engagement and the Facebook algorithm likes that Facebook algorithm loves what ads have lots of engagement.

It shows that this ad is garnering a positive experience on Facebook and people are having a good experience on the platform because they’re engaging with this ad. So an ad with lots of engagement, well, in general, most of the time always do better than an ad with no engagement. So at that point, when you have this, you know, we have the countries,

Malaysia, Philippines, we could also add United States. You could add whatever countries you want. It really doesn’t matter. I’m just saying these are some secret countries I target just because I might get like a thousand likes right off the bat. And if people go and look at the likes, there’ll be a lot of names that will be from Malaysia and the Philippines,

however, on the service level will be there. So maybe we do like a small engagement bombing United States. We try one in Canada, we try one in Australia, we try one in a few of these tier one countries where it will be like real, genuine, genuine engagement. And then maybe we do a couple from these other countries where we can just get massive,

massive amounts of, of engagement for really, really cheap because no one else has really advertising in these countries heavily on Facebook. So basically the traffic is like one 10th, the cost of Facebook. So just playing the numbers, you’d get a ton of results for the money you spent. So let’s just say, we’re good to go. Or I spend $11 a day on it.

You can spend $5 a day. You can run it from one day. You can run it for as long as you want. Sometimes I’ll just leave $5 a day running forever. That way the ads just always getting engagement. And maybe I’m only putting one countries, maybe only putting us Canada, UK, Australia, and New Zealand. And I’m just gonna leave that going forever so that the ads are constantly,

always getting kind of that, that extra juice of engagement, which helps the performance in the Facebook algorithm. But this is the main point I want to talk about. Once we get in here, we see we have this ad that’s empty. There’s nothing going on here. So what you want to do is change this from using a tray ad. Normally it will default to create ad.

What we want to do is say, use existing post. And what that allows us to do is right here, it says, enter post ID. And what we can do is we can go to that sheet and we can grab that post ID and copy it. We paste it there. And then it’s going to bring up that ad that we just made in our ad control.

And then I can copy the, the name of the ad. And I got through that in here, so that now this ad exists in that engagement bomb campaign. And then when you know, this ad gets a ton of engagement, I run it for a few days. I can pause the engagement bond. I can create a new campaign and I can say,

now I want to optimize for conversions. And when I get through it, and I say, I want to optimize for a, I want to optimize for a purchase. When I go into the ad set, I say, I want to optimize for purchase now. And now that I know my ad is juiced up on steroids with lots and lots of engagement,

I can go in here and do the same thing and I can go paste in that, that same ad ID. And now my purchase campaign will have an ad that has, you know, potentially a few thousand engagement on it, you know, is that one ad what I had 11,000 comments. So now that ad can be assessed here. So to keep track of all your post IDs here,

you can kind of reuse ads wherever you see fit, and like almost copy and paste them into different campaigns. But on top of that, I like to color code the ads based on which ads work great, and which ads don’t that way. When I build a new campaign, I can just grab all my creams, post IDs and be like, I’m going to create a campaign.

I’m going to test this campaign. I want my best ads. I’m gonna grab my four best post IDs. I have, I would have all the ads I’ve tested and go in and paste those in. And that way I have kind of a master sheet, always running up of what ads I know work and what ads don’t work. And then I’ll color code them red if they,

if they don’t work or why, if I just kind of don’t see any type of real movement from it. But normally if you test like five ads and then in the engagement campaign, and one of them gets like massively more engagement than the other, then that tells me that that ad is probably the better ad. So let’s say you want to like test five different ad creatives,

right? And you don’t want to just meet the neatly, put them in a purchase campaign because it’s more expensive. Maybe you just want to see which one of these ads is going to perform the best. Usually if you run an engagement campaign to your target demographics, so your best, your lookalike audiences, or your, or your, your best performing interest groups.

If you run it as an engagement campaign, you’re going to get charged way less on Facebook than if you’re running it for purchases. You probably will not get purchases, but let’s say those CPMs, the cost to reach a thousand people is only $5. And you could, you know, spend $5, reach a thousand people and know the exact, how much engagement per ad you got.

So if this ad got 20 likes, this one got five and this one got one, then you’ll know that that one is 20, that got 20 that’s your first sign that this is a good piece of creative, or this ad is good versus the others. And that only costs you $5, or it may cost you $120 or more, whatever your CPM is on a purchase campaign to get that same data,

to know which one’s the winner. So you could always start running ads in an, in an engagement campaign first to test your creative, to see which ones work the best. And then you can then move those over into a campaign optimizing for purchasing stuff. And this is all part of stuff that we do here at Saatchi for our clients to, to,

to get them the best, best results possible. So that’s a little lesson that hopefully you guys can, can put to use today that can, that can help move the needle. Let me see if there’s any other questions here. I’m pretty sure we’ve gone through most of the questions that we’ve, we’ve had kind of spin it through the, the portal.

So if someone has a question they’d like to talk about who’s on the call, or if someone wants to, yeah. Obviously we can never do that. Would you like to share your screen and, and, you know, we can talk through it or you can just, you can just submit it. Okay, cool. I’ll let me add you,

promote you so you should be able to join as a panelists now, and we can jam on it a little bit. How you doing? Can you hear me? Yep. We can hear you loud and clear. Great. Great. Okay. So remember, like we spoke like three or four weeks ago. Yep, absolutely. Okay. So last time you told me about the ads taco fund and that’s what we talked about.

And we started running those ads and right now we’re testing and we’re adding more ads. So what I would like to ask you is what should I be looking on? What should I be analyzing in order to see if this works or not? I’m loading my ass right now. Problem. Yeah. So we we’ve gone into a lot of creativity to produce totally new ads.

Like we set up new campaigns and you don’t have the other ads anymore. Okay. Well, it’s taking some time To know when we’re sharing screen and we’re live streaming and recording and loading manager, which already takes, takes forever. Okay. Yeah. I don’t know why. Yeah. There we go. Oh, there. Okay. So I took with,

with a guy that helps me with my ads because I really do it at the moment and he set up everything according to what you said. And he also told me that we don’t have enough, enough, like public right now, like too young to run all the ads. That’s what he told me, but still we started, we started running them and everything is in Mexican pesos.

So it’s 20, 20 pesos. $1. Got it. Okay. Okay. So we started last week. Yep. What should I be looking for? Why should I be analyzed? Yeah. So the first thing I’ll be looking for as far as optimizations go, is everything looks to be built out, looking at the, looking at the structure, everything that,

that, that makes sense. The first thing I’ll be looking for is, especially on your top of funnel, which is where we’re going to be spending the most of our money specifically on our purchase campaigns, where we’re getting a 0.9, 7% CTR link click-through rate in the top right corner. That’s going to be the first metric we’re going to want to look at.

So right now we’re sitting right around 1%, which is, which is, which is pretty good. Like to be honest, it w that’s the first metric we’re going to want to start to work on and try to get that to 2%. So the one that has a 1.38%, that is a little bit higher because that campaign is optimizing for traffic. So Facebook is really only optimizing for people who will visit the site.

However, someone who will visit a site is completely different than someone who will actually purchase something from the site. So it’s definitely going to be lower quality traffic, which means why we get those higher click through rates. So I really only like to focus on the CTR link click-through rate. That’s the main metric I’d focus on. And I want to focus on the top of funnel campaigns.

And I want to focus on that metric on the campaigns that are optimizing for website purchases, because at the end of the day, website purchases is what we want. So we want to make sure that if we show this ad to a hundred people, more than one person out of a hundred will click it. So I would be focusing on my creative and the ads to specifically see what I can do to get that to 2%.

If we can get that to a 2% CTR link click-through rate, then that means our AR will reach twice as many people for essentially the same amount of money. We’ll get twice as much traffic for the same amount of money. And we’ll have that as you know, that many more chances to, to turn someone into a customer. So if we can be focusing on that,

what specifically I would focus on the actual ads themselves, the creative and the ad copy and the headlines with very specifically the creative being, the main thing, the image and the videos, sometimes just testing something new can create massive, massive swings in that link, click through rate. And that’s the first metric we want to optimize for. And one question about that,

like the guy that runs at here in Mexico, he tells me that if I put on my more ads, I’m going to alter the algorithm and maybe everything will go slower. And I really don’t know how that is true, because I want to test more ads and more creators. And he tells me like, don’t test too much, like give me a bunch of ads and then let’s wait,

what is your perspective on that? Because I really don’t understand how that can be true. So basically I would like to see he’s not wrong entirely because we need at least at a certain amount of data to be able to determine if this is data worth making decisions off of. So I would look at each individual ad or each individual piece of creative and see what those linked click through rates are for each individual one.

And let’s say we have one that’s the by and far the best we have so far, then I would go back to the drawing board and say, okay, what can I do to improve this? What if I added different texts at the beginning of it, maybe it’s a video. Maybe it’s an image, but whatever it is about this, that is the best we have.

What’s the what’s two or three things we could do that we think we could improve on whether it’s, you know, potentially shortening it, making it longer, maybe filming a new video of it, but in higher quality, maybe something that could explain the product or service a little bit more. Maybe if it’s a static image, maybe we could use be using brighter colors,

be analyzing the creative specifically and think about if this showed up in my feed, would this make me want to learn more and click if I was in the demographic and then also think about when you are on you’re on Facebook, what makes you stop in your feed and show interest? A lot of times it could be something that, some things that work really well right now I’m seeing is if you run,

if your, if your brand can have some humor to it and fun, then sometimes it could be like running like memes, like some type of funny memes that relate to your product or brand. And that works because what happens is you’re showing the ads to people who are in your demographic. And all we’re trying to do is to get them to stop and want to learn more about what you’re doing.

So if we’re able to get them to show interest by showing a piece of creative, that could be a meme, but it’s about your product or service. You know, it could be about, you know, with what you’re doing. People who hate grocery shopping, right? Like there could be a meme about hating grocery shopping or something like that. It could potentially relate to your product and service,

and you’re going to get people to then see it stop. And they’re going to stop in their feed because it’s a meme. And then they’re going to consume your advertising and your sales pitch. And that could be something that could help move the needle. A lot of times it could be potentially testimonial based, creative of people talking about how much your product or service has improved their life.

That could be a good creative to test, or it could be a piece of video or a static image or something like that. So whatever it is, as long as we’re constantly analyzing what the creative click click-through rates are right now, what are they right now? Is there enough data to make a decision? If not, okay, then yes, we should run them a little bit longer.

But this, this campaign has 7,000 people reached. That’s plenty of that’s enough data to say, okay, which creatives had the most reach out of that most reach? What is the click through rate for these creatives? If we reached 2000 people and we have a 0.9, seven click through rate, that’s a pretty good data set that says, okay, then this is what it is.

What can we do to try to improve this, to get this over a 1%, try to get it closer to a 2%. Maybe it’s a completely creative overhaul and we’re trying something completely new. So some ideas that could be worked for anybody on the call could be depending on your brand, not all of these will work for you, but like we talked about memes,

funny, having some humor, something that would be, if it was a meme on a feed, more people are going to be most likely to stop and want to see it. Cause they’re going to, if they want to chuckle that works really well. Video testimonials or unboxings, or like something that seems like it’s like an influencer, a video or a piece of content that seems like it’s like something,

just a piece of content that could be like a YouTube video of someone showing you how to use a product or a service or tutorial. Those worked really well. Another thing, another thing that works really well could be infographics. If there’s something in your brand that could be demonstrated in an infographic like infographics in general, when they’re shown to people, they sh they spark some type of interest and you can be,

you can have bright colors, but like, let’s say you had a, you had a service that helped someone make more money for whatever. What if this was an infographic of a chart of someone like this, this, this, and then when they started working with this brand or service, all of a sudden the graph went up and it shows interest.

And it’s just the infographic. That’s getting someone to stop and want to learn about what that infographic is, because there’s just something that’s fascinating with people about infographics, right? So that’s one example. So those are some ideas that I’ve been using across all of my brands that have been working. Also, one other thing that works really well is take your,

take a phone and film, almost like you’re making a tick talk. You can actually make it in the app tech talk. You can make the, the ad and then you can export it. And then you could run that as a Facebook ad, because naturally when someone sees the tick talk platform on their Facebook feed and someone has shared a tick-tock video,

usually they’re short, they’re engaging, they’re fun. And people are just naturally acclimated to see a Tik TOK format. And they’re like, I want to watch this because it’s either going to make me funny or it’s going to make me feel hip. And in the know, or for some reason, someone has gone out of the way to share this tick,

talk to where I’m going to be entertained by it for whatever reason. So these little tricks are just things that like what type of content do people enjoy viewing on Facebook? They enjoy viewing means they enjoy viewing tick talks. They enjoy viewing unboxings. They enjoyed viewing educational content. Or sometimes if you start a date, if you started the ad with a video that said this product,

this checkout, this lighter, that’s gone viral, right? This product that’s gone viral. Like people want to know like, why did it go viral? I need to hear about it. And then it starts talking about the product and how it went viral and what it is. Those are the types of pieces of content that get a lot of engagement and people interested.

So what I always do is when I’m on my phone, I think about this ad made me stop and consume this ad. What was it about it that made me do that? And then I worked backwards from that. And I think about that from my clients. I think about what could I do? Oh, I could do this for this brand.

Right? So I encourage everyone to do that themselves when they’re on, on Facebook and they they’re, they catch themselves being sold something. And they’re viewing an ad thinking about what was it that garnered your attention and thinking about how you can reverse engineer that for yourself. Then when you’re testing it, that link click through rate is going to be the metric you’re going to be focusing on because that’s the one thing we have to nail first.

If we can get those click through rates at 3%, 4%, then that basically makes everything else in the funnel drastically, drastically reduced in price. It’s going to drive down our cost per click, which then will drive down our, our traffic costs, which then will drive down our acquisition costs. Okay. Okay. So, yeah, so that would be the first thing focus on that on the top level,

or also on the other level, Top level first, because that’s going to be spending most of our budget when you have things that are working on your top of funnel, and you figured that out then let’s, let’s regroup that strategy and then figure out a middle of funnel and a bottom of funnel version of that, because that’s going to allow us, once we unlock the top of funnel,

that’s going to allow us the ability to have more people to advertise the middle of funnel and bottom of funnel. But we’re getting such a low volume of traffic at these that these click-through rates. We really want to solve this problem first, because once we solve this problem, it makes solving the other problems so much easier. So let’s say we figure out a Tik TOK video that’s works really great in our top of funnel.

Then we can take that creativity and go do that for middle of funnel and bottom of funnel. And we know it will work because these people are already going to be clicking from the top of funnel ads. Okay, perfect. Yeah. That’s great. That’s that sounds like a good goal. Cool, cool. So yeah, let’s, let’s, let’s drive for that too.

Let’s try and get that click through rate to 2% by testing some new creatives. And I think that will be, that’ll be a, a great place to say like huge, huge, huge, Great, great. Okay, great. So, so w the question that I told you before about the guy that runs runs ads for me. So it doesn’t matter if I just put in you create new ads all the time in the same campaign,

like in here, for example, I have this, I have this campaign. He only has one asset. Yup. And then I have two, but right now I just want to put like five more. So is that okay? I would say you could have up to five ads per ad set, and then you could always duplicate that ad set and test five other ads.

You know what I mean? Like, and, and in, in the short term, all you’re doing is you’re going to start discovering which ones are, are winning. And like, you can see here, the video with the steak has a 1.4% click through rate. So we’re already, you know, much, much closer. So now we can look at this stake,

the video that looks like it might be steak or something like that, that video TOF number one, we can say, what is about what it is about this. That’s getting people to click, right. And let’s go see what we can do to make improvements on this and test a new version of it. And at that point, you could probably pause a couple of these and just launch nuance,

because you could probably pause the TOF number two add right now, because we see we’ve reached 4,000 people. And as a 0.9% click through rate, that’s, that’s plenty to understand that, that, that at a fi almost 5,000 people now look at this. When you reach 30,000 people, you have a 1.4% click-through rate. So if you think about the statistics of that,

TOF number one is exponentially exponentially better than TUF number two. So I would pause to F number two, but all my spend it TUF, number one, and then start regrouping on what’s my TOF number 1.1, which is the next version of TOF number one, that maybe you can get it to a 1.6 and then we can turn off TUF number one,

and keep making those little wins and improvements. Once we get over 2%, then all of a sudden, our cost per click right now, which is a dollar 82 per click, we could get that cut in half. And then all of a sudden we’re getting twice as much traffic, but the same amount of money. And that’s when it really gets exciting.

Right. Right. So it’s like, like just like start dividing. What works, their ads, turn these off without like being scared or because they tell me every, all the time or the algorithm or not. And I don’t understand that. I just, if it doesn’t work in my mind, I will turn it off, but I don’t do it because I don’t know the tool.

Yup. Yup. And this in general, this also keep in mind, this is, this campaign you’re in right now is optimizing for traffic. So it’s going to be a lower quality, a lower quality. I would honestly probably pause it just because I just would run campaigns, optimizing for purchase, just because I’d rather have the data, the campaigns optimizing for purchase,

because I really want the algorithm to know who is going to purchase my products. And, and this campaign has reached 32,000 people and no one has become a customer. So that tells me that like, this is, this is not worth my time. Right? The other campaign we can see people reach and how many customers we got. So at least we know that data is,

is pointing us in a much, much better direction. Facebook is just finding people in your demographic, cool. Click, click the ad, but they’re not going to become a customer. Clearly. If out of 32,000 people, we couldn’t get one person to, to become a customer. Then that tells me that we should probably just be optimizing for either add to cart.

If you want to do a lower level or just continue optimizing for purchase. Something happened when I’m back here. Oh, no worries. Yeah. Yeah. So all the ads, like all the littles you would optimize for, for chase just to get better quality. Yeah. Because right now we clearly see we’re spending money on this traffic, but it’s not converting.

So the other traffic is converting now. It’s not necessarily profitable. However, when I would rather, it says, we argue with our end of the day, we’re trying to get enough purchase of Benz to the PayPal, to where the pixel says, oh, I understand now. And we need to get there as fast as we can. So, so I would rather just put this budget towards the purchase campaign that is getting at least people purchasing and put most of my efforts there,

because right now, if this campaign was, was converting and had a purchase return on ad spend, then I would say, that’s one, that’s one thing. But since it doesn’t, I’d rather put that budget towards the campaign, put it this way. And this other campaign, the one that’s optimizing for purchase, you’ve reached 7,000 people and then acquired 11 customers.

The other campaign you’ve reached 32,000 people and I’ve required no customers. So we might as well just put that budget towards the one where we’re getting customers and then just work on and making improvements there and put all of our focus into making improvements. Oh, great. Yeah. Yeah. I can see clearly that, even though the click through rate here is not sure,

But it’s because that other campaign is optimizing for traffic. So you’re finding you lower quality people, and that’s why they’re not buying the purchase campaign is clearly finding better people. Now, those better people are going to be more picky about what links they click, because they’re not just, we’re not optimizing for link clicks. Like Facebook knows people who will just click links and never buy anything.

And it knows who will actually buy your product. So it is separating people into buckets of people who will actually buy the product and people will just click legs. So the people who are just clicking links, yeah, we got 900 clicks, but none of them ever became a customer. So that’s a really low, really low convert. It’s a 0% conversion rate while the other campaign,

if we see how many clicks it had, if you scroll over to the right a little bit more, we will see that we keep going, keep going, keep going. Maybe it’s here. Can you change the columns to performance and clicks? Which is that, that little tab right there, performance and clicks. I’ll be right in the middle right there.

Yep. Boom. Yep. Okay. So now we can see, when we go to link clicks, we had 166 people click from our purchase campaign. And 11 of them bought in our traffic campaign. We had 900 and zero of them bought. So why we should just be putting our, all of our budget into the top of funnel purchase and start that’s optimizing for purchase.

And we should just be focused on getting the click through rate up there because that’s, what’s actually going to end the day, acquire us customers. We’ll just have to focus on what, what if we could get that 0.9, 7% to a 2%, then things are really, really exciting because then we’re going to be able to reach twice as many people and get that CPA down.

And it’s going to be optimizing for people who will actually purchase 166 link clicks to 11 versus like that’s a really good conversion rate. Right. We don’t have a conversion problem. What we do is we have a click to rate, click through rate problem we have to solve. Okay. Yeah. That that’s, that’s clear. It’s very example. Okay.

Well, yeah, I think I have a very, a very good goal in mind. Awesome. To work on and come back with those results. Cool. Sounds good. Hopefully, hopefully that helps. Yeah, for sure. And yeah, thanks a lot. And also one more thing, whereabouts to migrate to the new BGS theme template on be fine.

Is there anything consider other than migrating Google tag manager and those things? Is there anything else related to ads? Of course. Yeah. The, the, as long as the URL stay the same, you should be okay. And as long as the Facebook pixel is still set up correctly, which I think that’s all done through Shopify. So here you should be fine.

There may be some, there may be like a hiccup in the algorithm, just because now basically when there’s a Facebook pixel on a website, they are kind of analyzing everything that’s happening on the site at all times. And learning about how much time people spend on the site and where people click, how long people click, how long does it take them to click?

When do they click, where did they click? So when we update that theme, it could potentially cause a little bit of a learning phase reset just because the pixel is relearning, how people react to the store now, but in the long-term, you’re going to be way better off with the BGS theme, because that’s going to actually start, you know,

in a month from now when the, that we we’ve had enough traffic to it and it does relearn, you’re going to be in a much better place. So I would just, as long as the URLs don’t change, which then would like, you know, it could potentially break the 4 0 4, the ad, if there was like a page that now is a different domain,

but as long as the URL stayed the same and that pixel carries over, I would expect maybe potentially a small hiccup in performance, but overall it shouldn’t, it shouldn’t last, you two too. Okay, great. We’re rolling. Yeah, it was very helpful. So hopefully next time, next time we talk, I’ll have a new website and new results.

Sounds great. Look forward to it. Thanks a lot, Andrew. Okay. I know Fitzgerald at a couple of questions here. Can you go over a testing framework for a hundred dollars a day? How much per ad set and what signals to keep them going? What is the tipping point to say that it’s had enough data to make a decision? Okay.

So I would say the framework would be our breakout. What I’d like to do is focus on my purchase event. If that’s what’s the most important event for you. And then I would let me focus on purchases on the ad set level. I would separate the ad sets by audience so that each ad set has a different audience. And that way we are looking at the ad set level to determine which audiences work the best.

And then on the ad, then on each audience, I would have up to maybe five ads at maximum per outset. So separate the campaign level, and then the ad set level would be different audiences. And then the ad level would be up to five different types of, of creative. The signals I look for are link, click through rate is the first signal I look for.

So which, which ad is getting the highest link, click through rate, which audience is getting the highest link, click through rate. We want that to be over 2% and then obviously the higher, the better from there. So if we have, one’s getting 5% in one game, 3%, they’re both working good. But I would say obviously leading to the one that’s getting the higher click through rate.

And then from there really just, you know, the, the, the metric after that I focused on is, is it converting? Is it getting us purchases, the tipping point to say that we had enough data to make a decision? I like to look at per ad set 8,000 impressions and then hopefully per ad per ad set. Yeah. 8,000 impressions in general,

and then potentially per ad, you know, any data, any amount of data over a thousand to 2000 impressions, it’s usually pretty good to be able to make a decision on per per ad. So like, let’s say you launched five ads and Facebook is really this, like pushing most of the budget towards one ad. Maybe that ad gets 2000 impressions and it’s sucked up most of the budget,

but you have your data metrics. Maybe you pause that ad and let some of the other ads get some reach and then judge the performance versus another. In generally, if, if Facebook starts pushing most of your spend to one ad it, because it believes that it believes that that ad’s going to win per ad set. It really just depends on how many assets you have.

So if you have like two ad sets with two different audiences, you can do $25 per if you’re doing, you know, four ad sets, you could do, you know, I can’t think like $25 per ad set or two ad sets of 50 or whatever break down, or you could do also just set the budget at the campaign level and do a,

that campaign budget of a hundred dollars. And basically that lets Facebook spend that a hundred dollars across the different audiences based on performance. So if it sees one audience performing really well, it might push more budget towards that audience. If you’re really trying to test the audiences, I like to do ad set budget so that I can say spend $25 on this ad on this audience and spend $25 in this audience,

because I really want to know which one of these work better. But if I’m, if I’m pretty confident in all the ad sets and all the audiences, and I really just want to let Facebook kind of do its thing, then I’ll, I’ll probably put that on the campaign budget optimization. And when I say how much per ad set, so it’s 10 audiences at $10,

two small, no, it’s not too small. It will just take you a little bit longer to get that data right. But what I would do at that point is, you know, I would make decisions quickly. You know, once you get, if you have 10 ad sets with 10 budgets, I would maybe run it for three days or five times 20 hours.

I’d run it for three days and I would see which ones perform the best, kill the other ones, and then monitor the ones that are working the best and say, okay, these ones are working the best what’s working about them. Is that the audience? Is it the creative? Is it that the ads themselves look at the ads in those ad sets,

see which ads are performing the best and kill the under-performers and let the ones ride. Then the most important thing is to look at that whole picture holistically and say, this audience works. Why is it this type of people? Isn’t this type of people. Okay. I understand why this audience worked now. Now let me go think about other potential audiences that might be similar to this audience that I can also test next.

And then on the next level, when that audience works, you look at the creative and you say which one of these ads worked at best? Why did ad a work better than B, C or D? Is it because of A’s image? Do we think it’s because of the ad copy? Do you think it’s because of the headline to eat most of the time it’s going to be because of the creative it’s going to,

because of the image or the video. Right? So when we have that, that, that image a winner, we say, okay image a one audience, a one I’m going to break this out. I’m going to give this its own budget and let that run because I’m pretty confident that this should work. And then the meantime, I’m going to go say,

okay, what’s add a.one, which means we’re going to take ad a and we’re going to try to improve on it. We’re going to try to see what we can do to make the ad copy better. We’re going to try to see what we can do to make the headline better. We’re going to try to see what we can do to make the creative better.

Maybe we could change some colors. Maybe we could change it from like a static image of a product shot to a lifestyle photo. Maybe it’s someone wearing the product versus it being a picture of the product, or maybe it’s a video of the product being used, but whatever it is about, you know, add a, I want to really analyze why it’s working and then kind of like double down and go to try to make more versions of it.

And, and the way I really liked, like to think about it is when you’re running Facebook ads and things are not working, what we are doing is we’re buying data. And so when I went through Augustine’s account a few minutes ago, we looked at his data that he had paid for. And we are making decisions based off that data. And even if it’s not working,

we’re still buying the data. And what we’re doing is we’re buying the tools that are going to let us determine what to do next. And that’s what we’re paying for. So I was able to see, you know, we bought data on, on optimizing for traffic. We probably shouldn’t do that. We bought traffic optimizing for purchases that actually was looking like it was working.

So let’s keep doing that. We looked at the ads and we realized there was two ads. One of them had this click-through rate. One of them had this click through rate. So we’re going to kill one of these ads. I’m going to take the one that was working and we’re going to go analyze that ad and see why we think it’s working.

And let’s go make five more ads just like this, and let’s test those. And then we figure out what your audience works best. We’re going to put those five best ads, that one best ad create five alterations, pop those in our best performing audience. And we’ll know that we are making decisions based off the data. And as long as you’re doing that,

and you’re making those little wins and analyzing it, that’s when you get to the point where it really starts working because we’re using the data. Facebook’s giving us that being said, Facebook data is wildly. Under-reporting that like crazy under reporting, especially conversion campaigns. So if you get to a point where you realize that kind of your CRM or whatever it is,

you know, for using Shopify is just not matching with Facebook at all. Like Facebook says, we have three purchases, but shop five, we have 10. Like that’s very common right now. So, you know, sometimes it’s worth investing into like a third-party tracking, like, like high roast or something like that, because Facebook is completely aware of it.

I talked to their reps every week and they know, and they’re not expecting us to be able to get amazingly good results right now because the data is so off. And even the decisions we’re making in these, in these platforms, in the ads manager, they’re going to be off quite substantially because of iOS updates. So, so just keep that in mind too,

that like there could be performance fluctuations as far as which ones are getting purchases. However, that click through rate that is, that is real. Like the click-through rate is real. That is a data point we can always look to and make decisions off of that should be accurate. CS Fitzgerald, a hundred per day, I would say five ad sets at $20 is great.

You should be able to know within a couple of days, which ones are working, I would then analyze which audiences are working the best. And then I would analyze which creatives working the best. And then maybe combine those two things into like a super ad set, which maybe has a hundred dollars a day budget. And you should know that that, that hypothetically should work well because we know that that’s the best creative combined with the best audiences.

And then, then take that creative and say, okay, here’s my new ad set. Now I’m going to go take, get five new creatives of this based off this style. And I’m going to go try to improve on it and create more of it. So they have more volume of stuff to test. So last question here is Nick says regarding the engagement bonuses,

they only ship to the U S is a good to add a country outside there. If you’re only optimizing for engagement. Yeah, that’s fine. You just, when you go to, when you go to do a purchase campaign, it’ll be fine that a lot of the engagement will be from other countries. However, those people are probably not going to click on the ads.

You may get some traffic from it. You 99.9% sure you will not get orders from your engagement bombs because of this way. If Augustine can’t get purchases from his campaigns that are going to his demographic that are optimizing for traffic and authorizing people to go to the website, then very unlikely ever going to get purchases from people, optimizing for engagement in countries that we don’t ship to.

So I wouldn’t worry about that. Yeah, you’ll be fine. If you do get one, you can refund it, right. But we’re at the end of the day, it’s going to be on such low scale. And these I’ve never gotten a, an order from, from one of these, that being said, you can also do your engagement campaigns in United States.

It’s just going to be a lot lower, lower scale, much, much more like I’ve woken up with hundreds and hundreds and hundreds of engagement for a dollar running to some of these countries for whatever reason. So we, it works, but anyways, all right guys, hope you guys got some value today from this. And next week I will not be here,

but my, my, I have someone for like information. She’s amazing. She’s the director of media buying at my company and she she’s running some brands at super high scale right now, hundreds of thousands of dollars a month in ad spend. So she’ll be here to answer questions and, and answering questions to have me to support you. And then I’ll be back the week after that.

So, so you guys then, and I hope everyone has a great weekend.