It looks like people are starting to jump in on here. Everybody happy Friday morning and happy birthday Eve to me tomorrow is my birthday. So I’m trying not even to really work today, but I will just cause I love you guys. But anyways, so we have Rihanna here today. Who’s here to take place to help Andrew out. Looks like he had a gig today.

Oh, your birthday’s on your youngest. Birthday’s on Sunday, Nick. Nice. My daughter’s is on Monday. So this last week of August, I party literally all like the rest of the month until the 31st. And then my granddaughter’s birthday is on the ninth, so I just continue dragging it out. So pretty much just like a whole month of birthdays for me.

But anyways, guys, I want to remind you guys to get your free BGS live ticket for January. I don’t have my calendar up because everything’s getting taken away out of here at the office, but I believe it’s January 10 and 11 with the ability to purchase the platinum date. And there’s still VIP tickets. Make sure you jump on and get some before they run out.

I only have a limited amount of VIP tickets available, so get them before they’re out. And so without further ado, here’s Rihanna. Who’s here to help us out with Andrew on Facebook Friday. Talk today. Hello everybody happy Friday. Yes, I am not Andrew. So, but I’m over on the west coast here a little bit earlier in the day.

So I am the director of media buying over at soft. He has been working with Andrew and the team for over a year now. So really, really cool to be involved in a lot of that. And I’ve heard lots of great things about these sessions and of course, you know, the amazing work that build grow scale does. So thank you guys so much for,

for having me here today. A little background, I started in the ads industry in 2013, selling with his papers and did my first Facebook ad in 2015. So remember the good old days back when CPMs were a little bit more reasonable. Yeah. I’m excited to be here today and to virtually meet you all and hope that I can bring some, some value.

It doesn’t look like there’s any new questions that have come up in the sheet, but to start off, does anybody have any, any questions that they have? Anything they want to troubleshoot that I can help out with while they type Something up here? I just realized we have two imposters here, a fake Andrew and a fake Tanner. Don’t be shy guys.

I know every time we get a new person, you guys always want to hold back, but you know, ask away, especially today that there is no new, no questions, no questions right now. Anything you want, I’m sure Rihanna Can help. Absolutely. Yeah. Happy to. So it looks like we’ve got a question for Nick. What type of strategy do you have coming into a holiday?

So that’s an excellent question. Yes, it is August, but this is a fantastic time to start thinking about it. And so looking at starting for even as far as September, one of the big strategies is to just have all your ducks in a row. Make sure that if you’re you have a landing page, if you’re running any specials, especially like for black Friday,

because of course the traffic’s going to be very expensive. Then everybody wants to advertise then, and then coming into December for the holidays and everybody has got those Q4 budgets that they just want to blow, makes the costs get much higher. So starting now is fantastic. First, just the logistics, making sure that you have your landing page set up, that your coupon codes are working,

that you know, what offers you want to do and that you have enough of that in stock, just so that you’re ready to go there. Then starting ads, even as early as September and October of just something like an engagement ad or a video ad to warm people up, then you can create audiences off of people. Who’ve watched those videos and who have engaged with your content and start retargeting them with some of the creatives for your holidays,

which really, really helps overall strategy. Keeping those costs down more specifically from an ad side, if you have more specific questions on holiday strategy, I can have you address that too. Let’s see. From Charles, what have you been seeing in overall performance for August started out expensive. July was definitely pretty, pretty tough, but August seems to be doing a lot better.

You know, CPMs are slightly more expensive with, with Facebook, just charging more for advertising, but results are still coming through pretty well. In fact, a lot of things have been getting better for the accounts that I work on in the last, last few weeks, especially over the July slump from marketing. So if you have like an, a specific performance questions,

please don’t hesitate to reach out for that as well. And then what would you recommend to do list building before the holidays? What would you want to do? Yeah, I mean, let’s building, that’s another great way for holiday strategy, even starting as soon as now to let people know some of those teasers setting up kind of a, a freebie for we’re going to give a special promotion code and you have to sign up for this list and we’ll email it to you so that you can purchase things ahead of time before we release it to everybody for the holidays.

So that could be something like a lead generation ad with a trip wire. So if you have a page that’s just like an email signup that could build people onto your, and even be just as honest to saying something to the extent of, you know, we’re going to do this big, big sale. You can be generic, even if you don’t know what your sale is going to be.

You know, be the first to hear what our holiday sale will be to sign up on this list here. And you can, you know, tag them in your CRM system to be sure that they get the code and send the best goodies to your list beforehand. I think some of these are kind of a little bit more generic marketing questions. Do you want me to look at them more specifically,

like from a Facebook perspective or if you guys have a little bit more about like what your industry is, your niche is, I can probably provide a little bit better examples if you’d like to that extent. I know it takes a minute to type it. We go, do you find that a single landing page works better than a full website on the feed wise?

So can w what do you mean by BF? Like, like bottom of funnel, black Friday. Oh, first stuff for holidays. So full web pages. Yes and no. Let’s see black Friday sales. I think that it could work better for both. If you’re looking at like for list building, I think a single landing page is really, really better in that regards from ads perspective,

because of course you’re going to be reaching people who are cold and you’re just going to want to give them some simple tasks. So if you’re building your list for the holidays, having just that one page for people to take that one action item on now for sending traffic to the full web pages, it kind of depends on if you have a whole bunch of products or just a few single products you want to focus on.

If you don’t have a specific offer, or if your specific offers just like a 15% or a 10% off coupon for everything, sending them to the full web web, excuse me to the single website will allow them to browse about kind of, you know, go through Amazon, see what kind of products you have type concept, but of course, with your product specifically to see what you sell,

what they might want, if they’re not familiar with you, but if it’s more of a warm audience or something really specific one action item you want them to take, then a single landing page with this cold traffic tends to convert a lot better, just bringing people in, you know, from Facebook. That makes cool, thank you for that feedback. So let’s see scroll for a little bit from a Facebook perspective would be great.

I have an online grocery store and build my list before the holidays. Perfect. So a great thing for that would be, gosh, grocery store. I mean the holidays, you know, so many different things. The first thing that comes to mind is, you know, how to build the proper grocery store list. Especially this time of year, you might be able to work in a little bit of scarcity with how availability is if people everybody’s going to be shopping for the same basic things,

especially with areas where a lot of people celebrate Thanksgiving or some of the around the major holidays. And then of course was supply shortages and whatnot. They might not be able to just pop down to their grocery store and buy whatever they need and whatnot. So something like that for list building, you could build a page that would be get, you know,

get the checklist of the ultimate groceries you’d need, or get first dibs on these specific groceries that you would need my store, or maybe even how to substitute something. So like, if your local grocery is out of butter and you need to cook this right away, what’s something that you can do as just like a freebie. If you have any of that kind of content that you could give people right off the bat to list build,

or perhaps you can bring them in with that offer of saying, you know, the holidays are going to be more expensive with, with groceries, but if you sign up for this list, now we’re going to be sending out a 50% off coupon in November, in December, specifically for people that are on this list, you can get first access to it.

If you sign up here. And of course that’s going to do really well with Facebook because, you know, people love those percentages. You know, headline of get the exclusive coupon, get the exclusive discount is going to get really good click-through rates because people just want to see that. And then if you have that landing page pixeled, you can always retarget those people,

even if they didn’t sign up, which is, which is pretty cool. But of course, you know, ideally you’d want them to sign up and then purchase. Cool. So hopefully some of those examples give you some ideas, scroll down here a little bit. What kind of structure do you like to use to test new ads? Put them all in one campaign and separate them out.

Great question. So there’s, there’s a few different ways to test new ads. One of the best ways previously in that now works well again is dynamic ads. So when you’re in the ad set level, there’s kind of the toggle, right by the budget where you can just flip it on for dynamic ads. And then you can add, you know,

your 10, 10 different images and your five pieces of copy and five headlines and a few different button variations, you know, learn more shop now, sign up. So I really like to use that because once you’re in the ad set level, you can do breakdown by dynamic creative asset. If you go on the breakdowns tab there, which wasn’t working for the longest time,

but it’s working again. So that’s probably one of the best ways to test it out. If you have a lot of different variables and a low budget, if you have a little bit more budget and a little bit more time, the other structure that I like to do is to have one campaign with, you know, two or three different ad sets with different targeting and then use the same ads in each.

So you, you know, you create the campaign, you create the ad set with, you know, three, four different ads, and then just duplicate that so that you’re using the exact same ads in three different ad sets. And then you’re really comparing apples to apples. And only thing you’re testing is the audiences and the against the different creatives as well.

It’s actually, you can test a couple of different things at once there, which, which helps with the structure and makes the most use of your budget. I realized it’s kind of abstract to just explain that, but that’s a separate them out. It also is with testing new ads. If you’re testing just images, if you’re also testing copy, or you’re also testing headlines,

it’s best to test one thing at a time, or just a couple of things at a time, usually starting with the headline and the image. Cause then you can really see. Cause if you have, you know, five different ads in each have a different image, different copy in a different headline, and one of them might be outperforming or another one might be outperforming,

but you don’t know if, because of the image or the headline or the copy, if that helps. Oh yeah. You went into more detail here. I apologize. For example, we have a video, we made about 10 variations on I’m going to start testing those to see which are the top performing. So with that in mind, 10 variations is perfect for a dynamic ad because you can have 10 pieces of creative from there and run it until you get,

you know, a couple thousand impressions. Then from there you go into breakdowns and the select by dynamic asset and then select the, the creative images. And it will be able to show you, you know, the results by video and the click through rates by video, the checking, the link click-through rates there and seeing those elements, another option is to create,

yeah, you can put them all in one campaign. You can put them all into one ad set. I would probably start with just five variations and then keep the headline and the copy the same, just to make sure that you’re truly just testing the video variations and probably start with five at a time and then select, you know, your two or three best performers and test a couple more.

There would be, that would be the structure I would do to test that out. Cool. Okay. That makes sense. Great. Not for sure. What do you prefer for lead generation in Facebook numbers wise as would that be by numbers wise? Do you mean like cost per lead? I’m guessing. Yep. Okay. So that depends. Some industries are going to be a little bit more expensive than others.

What I like to do, if you do know your numbers is kind of work backwards. So let’s say you’re building the list for, well, I don’t know. That’s just less building. If you can figure out what a lead is worth to you is the best thing to do. So looking at your list and looking at your conversion rates there. So,

you know, how much is each customer going to end up buying on average? What does it take to turn somebody from your list into a customer? So let’s say of the, if a hundred people sign up for your list and from there, 10 people buy products. And on average, those 10 people are buying about a hundred dollars worth of product.

So then, you know, that would be 10 people, times a hundred would be a thousand dollars. So for every a hundred people you get on your list, you know, you’re going to get a thousand dollars worth of product sold. So then let’s see if I do that math, then that means each lead is worth about $10 to you. So you want to get less than that to be profitable is probably the best way to figure it out.

Although, however, you know, seeing leaves at like a dollar 50 or less for some industries is great and then other industries are getting super profitable off of $35 leads. So that’s why that question might be a little bit less cut and dried to answer for the landing pages within Shopify. That might be a little bit, do you mean like conversionary or like the percentages of people who clicked on the ad to get there?

Yeah. Conversion rates always trying to aim for at least a 2% with Shopify. I find we can also often get to three and 4%, but getting to like 2% is kind of like a gold standard. Awesome. And if you get anything above 1%, honestly, like you should really give yourself a pat on the back. Cause that can be hard to do these days.

Landing pages outside of Shopify in the main domain, like conversion for that, like probably the same thing. Cause if it’s cold traffic, they won’t necessarily know the difference. Warm traffic is going to be different if they already know who you are, but then again, they might not be looking at the URL and even noticing. And if your branding is good to go,

then you’re good to go. What’s more effective for which like, as far as which landing page is more effective. Cool. So you just signed a Shopify and the main domain together leads leads are within Facebook. So you’re talking about like, oh gosh, I haven’t done those in a minute, but the ads where they’re just like the automatically generation, the person doesn’t even go to a landing page.

Yeah, yeah, yeah. I’ve had mixed success with those. They can get cheaper leads, cheaper leads, but the main problems are that I’ve encountered are a lot of times people don’t actually enter their correct information on Facebook. So they might have signed up with Facebook with a fake email address or an old email address that they don’t keep track of anymore.

Or if you’re targeting people that are business owners or wanting to reach people in their company location and they use their personal email address, that’s not super helpful since it auto fills a lot of that information to, you know, their name could be incorrect. It could be a married name, like in pretty substantial percentages to where in some niches it becomes just really poor quality of lead.

But sometimes yeah. I mean, sometimes it works really, really great to just have it there. Yeah. I typically would opt for a landing page. It does get the higher quality lead, but then you’ll have better conversion rates, which is kind of what matters in the end. Usually of course you’ll definitely want to test it. Yeah, yeah,

yeah, for sure. And you know, like if people click on the ad or if it’s a video and they watch us watch at least a few seconds of the ad, you can retarget them. If people click to the landing page, you can retarget them to from being on the landing page as well, a little bit, not the standard way of doing things,

but you could put like an add to cart on, you know, if they would get to the landing page and then click on it to build their list, you could put that as an add to cart. And if people, once people convert, it would be, you know, a new lead and you could retarget people who added to cart, but didn’t become a lead and it’ll still fit within those aggregated advent measurement pieces with the iOS stuff that might be getting super technical,

but you probably don’t need to go that, that cool. Cool. Awesome. Yeah, absolutely. Absolutely. I hope that gives them some good ideas for what you’re looking for. The water here. If you guys have any more questions or any more thoughts, any more holiday things, lots of holiday stuff, which is good. I’m really glad you guys are already thinking about that.

That’s huge. It’s always tough when, you know, come November. Oh, it’s November, you know, we’ve got to start thinking about what we want to do for the holidays. Not good. It’s a little too late by then. Unfortunately, Google and Birch. I personally have not, I’ve researched enough them enough to tell people, you know,

how to get the account and set it up. And I know that they’re super valuable, especially with like retargeting with Google ads, but I probably can’t answer any specific technical questions as far as Google merge goes. Yes. Although it is pretty cool. You know, one of the, one of the benefits too, of running Facebook ads that we’ve seen is first,

you know, people will see your Facebook ad and then they’ll research you and Google you. And I’m sure Andrew talked about this a lot, but you know, the more you spend on Facebook, the more search terms that are, you’re going to find as people want to see your reviews of your product and make sure that that you’re legitimate and that’s where Google merchant can really come into play because it adds that level of credibility and authenticity that,

you know, you’re a real company with real products and real stuff. Okay. Yeah. That, so Google is getting a lot more strict too with their account suspensions. You know, they recently recently implemented sort of that three strike policy of which is isn’t super clarified, but they are getting more strict on, on suspending things. You can usually, if you can get in touch with them and just keep following up with them and following up with them a lot of times,

they’ll, unsuspend it, as long as it wasn’t for real reasons, but if it’s been a year, that might be a little bit tough. Unfortunately what’s really hard in the Facebook and Google space is if you have a suspended account, then of course, if you use any of the same like pictures or the same cards or the same names are the same email addresses,

they’re going to be able to know that it’s you again? So like with Facebook specifically, that’s why they, where you might get pinged of your account, getting shut down for circumventing policies. One of the things Facebook does is when you do put an image out there for an ad or an image for a post, it gets, it gets like some code tagged onto it that Facebook retains.

So, you know, if you’re having trouble with images for there, one of the things you can do is even if you just like downloaded it, cropped it a little bit and re uploaded it. So it looks like a new image that doesn’t have any tags on there that can help. But with Google merge, it might be better policies. Yeah.

I think that, that sounds like a stalling tactic to me, it’s kind of like Facebook, you know, take our blueprint course. Okay. You know, whatever, this is definitely by mistake. Please just look it over. Usually you can, you can just keep trying and find some, find the right person. Yeah. You reviewed the missile.

Understand. Yeah. I feel that, I understand that. I think sometimes the folks that run these things don’t even know what they’re doing. They don’t understand their policies either. Great way to just kinda kick the can down the road, let somebody else deal with it. But eventually you’ll find somebody usually who will actually help you look into it. But yeah,

that’s really tough if it’s the whole account for a year now, that would be a good one to maybe submit on that form document to, to see. And we can do some research and I can ping Andrew about it and see if we know anyone who has dealt with that same thing and he can bring some more info on that next week too. Yeah,

for sure. Yeah, I do. Yeah, for sure. We’ll do that. I’ll write that down. Google marriage. Cool beans. Yeah. That’s always the worst. Cause it’s so frustrating because you know, when your account suspended, like there’s nothing you can do in a lot of cases. We’ll wait on other people, which is, which is tough when you’re kind of a go getter and just want to go get it.

Yeah. Yeah. Ran one ad and they kicked you off. Facebook does that to people a lot too, like with brand new accounts, you get it started or Google and you, you just get it started and they panic and just shut you off and you got to appeal and appeal and appeal. It. Usually it all works out in the end.

It kind of just becomes an endurance sport sometimes. Especially if it’s been a year, literally that’s an endurance sport for sure. Cool. Any more questions about like good tactics for prepping for holidays? If you have anything you want to pull up to review or troubleshoot any other kind of like strategies you’re wanting to implement no Google chat needs that thing like slack has where it tells you if somebody is typing a message that,

you know, if somebody is typing or not cool. Well, I’ve got some stuff set up here to go over another strategy to that I can share, oh, here we go. Home securities industry, just a little bit worked with some home security stuff a while back. I know it can be kind of expensive per lead, but better than going door to door.

Kind of like a, like a ring or like an ADT type thing. Yeah. Yeah. I mean, I don’t currently work on any accounts. I don’t know about like the latest, but when you do have those big accounts, like, like ADT and whatnot, video or images, boy, that is always the question. And sometimes it’s one and sometimes it’s the other.

So the, so one of the best ways to, to figure out what’s going to work best, there is to go ahead and create, you know, a campaign and an ad set and then have the same copy of the same headline, the same everything else, and have a couple of images and then duplicate it and have a couple of videos. And of course,

obviously with the two ad sets, they’re going to be overlapping because it’s the exact same thing, but for just testing the creative for a little bit that’s okay. And then you can just run it and see, and really quickly like within, you know, 500 to a thousand impressions, look at the CPMs is huge. Sometimes Facebook will just charge like crazy for CPMs,

for videos, even though video should be cheaper CPMs, but that’s one thing to check and then seeing the click through rates, the link, click through rates there as well as the final conversions. So one of the things I’ve noticed often that can happen is a video will get, for example, a video we’ll get really, really good click through rates,

really cheap CPMs because you know, it just kind of starts playing people really like it. Facebook wants people to do more video on the platform. A lot of folks will click on it and go to the website, but kind of like the lead generation, sometimes images we’ll have more expensive of, of those things, but they ended up converting a lot better,

but sometimes video converts better too. So I would probably, I would run that test and then put like a little bit of different UTM code on each one or send each one to a different landing page or test one for a week and then test the other for a week and see what the conversion rates end up being at the backend because at the end of the day,

like CPMs and CTRs and all that jazz are cool, but like you’re really want sales. Right. Cool. Well, I’ll keep an eye out. Yeah. Sales are golden all about all about that for sure. Cool. Well, I’ll keep, keep an eye out on this one here and pull up this strategy that I’ve been working on. And I think this will work for holiday stuff too,

but one of the things that you can do go ahead and share my screen. So this is one of the accounts that I work on. It’s sort of a, an anti-aging supplement, which of course, you know, supplements can be a very expensive industry and yes, this is Pinterest. So I’m working on a Omni platform marketing strategy because you know,

a lot of people saw that the cost of Facebook ads went up substantially, which was, is, which is not fun to deal with. And so looking at, you know, how can we get on other platforms? But unfortunately a lot of times other platforms don’t necessarily convert as well, especially on cold traffic as, as Facebook does, but you know,

there’s other tricks that you can do. And the best is that I think so far we’ll see a proof of concept is to kind of get a really good blend of both. So the first thing that I’ve been doing here with Pinterest is creating ads that go to the blog. So if we go to the well, so this is like overall, you know,

your Pinterest page. And then we can go to, I can’t talk and click at the same time. I think reporting is probably the best one to go to here. So if you have like some blogs or some lists, any kind of content, that’s just value, add content for folks. I really like that for Pinterest. Or you could even consider that for tick-tock because CPMs are so,

so, so much cheaper. If you look at, I mean the conversion CPMs are a little bit more expensive and closer to Facebook, but like the CPMs for other stuff are just, you know, $7, which is awesome. And that’s just sending traffic to that kind of content. So for these guys, they’ve got like a ton of recipes and,

and blogs. So we went and set up some ads for them on Pinterest. And you could do it with like literally $5 a day. I think we’re doing like a hundred, 120 a day here for these guys. And what also helps is it’s a great place to test. What kind of headlines are going to get the best click through rates at a much cheaper cost here,

or which ones are gonna have higher CPMs, which is gives you a proof of concept to then go and use with Facebook. But as far as creating this as like a, the omni-channel marketing strategy, just sending really cheap traffic to your blog. So looking here at some of the highest click-through rates, I mean that’s high, but it’s only two clicks.

So I don’t think that that’s good data. This one has a ton and seeing, okay, the best workout for women over 40 seems to be one that’s really working here. So then we come here, this one is driving to this blog here. So awesome. Set it and forget it pretty much takes a couple of weeks, figure out which one is getting the best click through rates,

set that up then where that becomes really, really cool. And you might get some conversions off of that, which we have, but where that becomes really cool is when you bring it into Facebook. So what you can do of course is create a custom audience that’s on a website and you can go here to people who visited specific web pages, where the URL contains.

So if you have a, like a blog post or a recipe or something, then you can grab what that piece is here. Come over here to Facebook paste that in here. And then you’ll just want to name that 30 days 30 days is probably good. I think if I really liked 30 days for a lot of things, depending on you know,

your, your sales cycle, how long it usually takes for people for once they are introduced to you to purchase something, you might want to take it up to like 60 days thinking about, you know, the holidays, if you’re starting this in September, do you want to the holidays, you probably want to push that more was like 30, 60, 90 towards the 180 day limit.

Just so it’s a little bit bigger of an audience, especially with lower budgets and a little bit cheaper traffic. So you can just create this right now and then just say, you know, the best workout for women over 40, clean this up a little bit. I know watching somebody type is about as fun as watching paint dry, but set that up that way and create the audience.

Then what you can do is create an ad that will target these people. So ideally you want this to end up being over a thousand, just because it works a little bit better as Facebook likes to kind of keep that, that an amenity of data for, for their users by regulating edit, it must be at least a thousand people. It’s time to let you do it anyways.

You can definitely create lookalike audiences off of it. If you’re not hitting that thousand and still get a pretty good one that way. But so you create that for Facebook. And then of course you can build an app, then retargeting those folks with some of your, your product, you know, a couple of images, a couple of videos for different products,

and then maybe like a carousel of some of your top selling products as well. So it’s kind of like retargeting website visitors, but just a little bit warmer traffic that’s coming cheaper from Pinterest and can be more specific, especially if it’s that. If you have like a smaller budget, you might just want to do blog in general or specific webpages. And then finally kind of the last piece on the end is retargeting them with Google and YouTube and Google display,

which you can do. You know, you can set it up as a really high daily budget, but set it up so that it only, you only get charged when people actually search for you and click on the ad. So even if you have, you know, a huge budget, it doesn’t always spend all of it, but you get just these incredible conversion rates because of course,

people have already seen you several different times. They’re already warm, they’re searching for you. And they’re trying to figure out what your brand is. If you’re legit reading some reviews as well, and then they’re seeing your stuff on YouTube, they’re seeing your stuff on Google display. And that tends to have just really, really inexpensive cost per conversions here, which is,

which is pretty fun. Yes. I realized that was super, super fast, but hopefully that was helpful. I’ll stop sharing here and double check here. Okay. Do you guys have any questions about that? Any piece of it that I could go over again, that would be helpful. Was it too technical, not technical enough, or if you want to share what your store is or what some of your products are,

what some of your holiday specials that you want to do, we could walk through creating a strategy for that with ads. Yeah. Getting, getting good traffic to your website out of cheap CPM. That’s something that’s useful for like Pinterest or Tik TOK or some of those other sales channels while they might not convert as well as Facebook, it can help you get those audiences warmer so that your conversions on Facebook do become much cheaper.

Some other angles for like, like, do you want to see some other stuff with, with this strategy? I guess that’s kind of more of a comment than a question I think I see. Oh, okay. Yeah. Awesome. Thank you. I appreciate that. Anything else to share? Boy, that’s a great question. Facebook stuff, lookalike audiences as strategy working at Searchie working the best.

Okay. So the ad structure that’s working best for e-commerce lately is definitely this, this re-targeting. So finding people who getting that cold audience, always going to be the most expensive, you know, getting people to the landing page, getting people to your website, getting people to view products, and then figuring out how to retarget them. So figuring out how to get like the cheapest way without being totally unqualified to those pages and then retargeting them with like a rehab,

have a campaign that has ad sets set up so that you have retargeting website visitors, and then retargeting people who’ve added to cart. Then they’re just kind of receding it. Cause I think a lot of times, you know, I mean, behavior, people are scrolling through, oh, this looks interesting. I want to learn more about it. Oh,

this looks really cool ads. My cart. Oh crap. Where’s my wallet. Oh, I think I left it in the car on the way you see the laundry, you know, we’re all so distracted. And so any way that you can help remind people what’s here and remind them that you’re there having really, really good email sequences and your backend for abandoned cart sequences.

And even just laying out like what’s, you know, what’s this 30 day journey or 60 day or 180 days towards somebody first hearing your name to becoming an actual customer of yours. Okay. And then there’s another question coming in. Here we go. My current RA is on Facebook at 18. Nice. I honestly don’t believe this number since I can’t measure exactly.

I get lost. How would you suggest me to in terms of attribution and measurement? Yeah. So one of the interesting things, of course, and thank you for that question. And that’s a huge issue that’s plaguing the e-commerce industry right now, of course, is that Facebook has inaccurate data and Facebook is even admitting this by saying that they’re doing the statistical modeling.

So basically they’re totally lying. And even telling everybody that they’re lying about the data. Yeah. I know it’s so stressful. Sometimes it’s okay. And some people really are doing okay, but sometimes it’s not. And you know, you really want to have that way to verify. So if you have, this is a Shopify store, is that correct?

Yes. So of course there’s tons of software solutions out there that you can purchase that will help with this. But they’re all very, very expensive, which mean you have Shopify. One of the things that you can do is utilize UTMs. So you can even look it up, have it saved here. And let me just go ahead and ping this here for a campaign builder,

for how to build UTMs, UTM codes can be a lifesaver and you can set it up so that, and you put it in. I guess I can share my screen. That’s probably the best thing to do. I’m sure y’all are getting tired of just looking at me as a talking head here, screen one. Here we go. So if you go into the actual ad here,

and then this is the campaign builder. So what you’ll want to do is like take and you can see, I utilize UTMs all the time. Freaking love those things, of course. And you can look at them in Google analytics too. If you have Google analytics set up, that’s even better, but you can paste your website URL here, and then you can fill out as many or as little of these things as you want.

They have examples, each ones of these. And what you can do is within the campaign name, you can name it. You know, what your Facebook ads campaign is. So, and then the campaign term you could do. I mean, you know, you can do these things, but you could make the campaign term be what your ad set is at that level.

And the campaign content, you can make a unique one of these for each of your ads as well. Then what you’re able to do is using the Shopify backend or Google analytics. You can see which ads are actually truly getting those sales for you. So once you fill all that piece out, you just add that at the ad level back here and just snag one of these does that really matter?

Cause they all look the same, but we’ll scroll down here and you’ll just paste those in here for those UTMs. So these folks have invested in wicked, which is a really helpful tool. It helps you see a lot of business data, but of course, you know, that’s a pretty significant cost. It can be anyways, which a lot of these things you can just figure out with just these UTMs,

it’s a little bit extra work, you know, cause he had to go through side-by-side but it’ll help you figure out if your Facebook data is actually accurate, especially if you have concerns that it’s way over reporting. Cool. Awesome. And then of course there’s a ton of other solutions for that too, but that’s kind of like the, and there is an imperfect science too,

but that’ll definitely help troubleshoot when advertising to cold audience, do you think it’s better to advertise to interest or behavior? So behavior tends to be a little bit more expensive in general, of course not always, but in general behaviors and like job titles and those sorts of things can be more expensive, but they can also have higher conversion rates. I like to combine them.

I like to combine interests and behaviors typically either with just like a couple per ad set or even doing up to 20 in an ad set. Oh, there’s more messages coming up. Okay. Build a URL. Yup. Yup. And yeah, so, and of course you only paste the, you can paste the entire URL in or you just take those terms and actually that thing I showed you on Facebook,

I’ll pull it back up again. How are you on time? Okay, we’re done. Okay. Screen. You could also build it right here in Facebook too, which is, which helps because then it’s just already established in there and the value you can add the value in it if you want, but it’ll take you through a, through here of exactly like this is our source,

this is our medium. So you can say, you know, this is obviously this is Facebook because you’re building it in Facebook, but your campaign name, you could name it, whatever the campaign is. And then the content you can name it, what your ad set is or name it, what that specific ad is just depending on how granular you want to do it,

which helps. But then if you put the URL parameters in down here, what’s nice about that is if you do actually have a URL in your text, it’ll also track it without having to paste the entire UTM thing in the copy. Just so it looks cleaner. Whereas you paste the entire URL with the parameter just here in the website URL piece. It won’t work if somebody clicks on the one that’s in the copy.

So that’s kinda the nice thing about using this one here. And of course, you know, they have their documentation on how to use that too. All right. I’ll stop sharing. I sit in perfect, perfect engaged shoppers behavior. Yeah, absolutely. That one can be fantastic for, for behaviors. Absolutely. It can be more expensive. Cause I think a lot of people might,

might bid on it, especially coming up in Q4, but mixing that with something else, you know, with some of your other targeting of interests, because you know, if you’re selling car parts, you don’t necessarily want to reach people who are more likely who just like to buy, you know, goody products online or something like that. Yeah, absolutely.

Another thing kind of just in that same vein that I like to do when building out those interest groups that might help you too, is just get in the mindset of who your audience is. Think about kind of that ideal customer that you have. And you know, I’m sure you guys have heard this stuff. Don’t want to beat it with a dead horse,

but you know, what is that ideal customer avatar and just get in their head and then think about the problem that they’re having, that your, that your product will solve, you know, whatever kind of issue or problem or, or, or thing that it is that your product is going to make their lives better, enhance it and kind of get in that mind frame and then think,

okay, what is this person Googling when they’re specifically having this problem? So, you know, like if it’s a car part, you know, and this person is, they just need their car to be more reliable and get better gas mileage. And there’s somebody who takes their kids to school a lot. So they’re sitting down at their computer, you know,

what are they Googling? What kind of things are they looking for? What kind of searches are they asking? And then you can use that interest bar as your, your Google search and then see what kind of stuff is available. And some of those might be behaviors. Some of those might be interests. Some of them might be demographics. And then of course that’s where like Pinterest and,

and, you know, YouTube and Google ads come in handy. Cause those are search engines where people are searching, how to bump up up above. So that’s why having all of those kind of work together tends to really benefit you overall. But it can take some time, you know, that’s, that’s the unfortunate thing about search platforms is usually not always,

but usually it takes a lot of time to see the impact of your efforts there. Whereas Facebook I’ll be it more expensive, but you see the results pretty quickly, which is nice instant gratification. Oh, I know audience insights is no longer an option and neither is Facebook analytics, which really stinks because we got some of our best strategies utilizing that data,

which is really unfortunate. However, you know, something like Google analytics can provide a really good work around, which is really cool there too, because then you can see the actual people who are on your website, some of the insights about them, there is some decent, decent demographic stuff. I believe Shopify has some of that kind of information as well.

Of course that’s only the people that are just utilizing your products. Is there, what are you trying to use it for? Just to learn about like your audience or to see who’s using your website specifically, or to be able to spy on other pages and what their, what their audiences are, something in that regard to find additional audiences. Yeah. Unfortunately,

yeah. Let’s see. Like as far as like interests in groups, that’s a really good question. Okay. And kind of trying to figure it out, being creative is really sort of those sources viewing it as an ad form, which of course is not helpful because you want to be able to do some more research. You know, another interesting thing that you can do is if you have a competitor or you have somebody that is in your,

your niche using the ad library to research, what kind of ads they’re running. And a lot of times they’ll tell you who they’re targeting, not to the same extent, but they can at least tell you a little bit about it as well. Another thing that you can do, that’s kind of cool. You know, this may or may not be relevant for you and I’ll pull this up.

Like if you are your target demographic, which I think happens sometimes, or like if your mom or your kids or somebody is your target demographic, you can come to their personal Facebook page and just scroll down until you find an ad. Then you could go on here and you can see, why am I seeing this ad? And when you’re not, screen-sharing load faster.

And it’ll tell you some of the reasons specifically about why you’re reaching it, which he gives you some ideas, you know, for how to target target people as well in different audiences. I mean, I know that’s not directly answering your question. I don’t, I don’t know of a specific, yeah, you’ve already done that. Awesome. There’s some software Searchie like,

there’s some softwares that will do it, but unfortunately Facebook is pretty protective of their data and they won’t really outside share it. So it’s not technically Facebook compliant to be able to do so research. Yeah. I mean, keeping costs down for sure. Do you want to share some of like some of the audiences that you’re using and see if we can figure out some additional ones?

Usually, I mean, as far as like the most Facebook compliant way to do it is just kind of testing it, but you can test it with something like a, a traffic audience that’s a little bit cheaper, you know, a few dollars per day or that engagement audience or the video view audience to see which one, you know, if it’s a video of you,

but a lot of people are clicking or if it’s a traffic, but you’re getting conversions off of it that can help you. Not only start to build those, those warm audiences that you can re target for, for holiday shopping, but also see which ones are gonna be a little bit cheaper for you. I’ll hear you all. Like a lot of my competitors is home security,

IP camera, hidden cameras, safety surveillance. Gotcha. So one of the things you can do when you’ve already exhausted these, and they’re really expensive, especially like, you know, a home security or a financial or a insurance type niche where it’s going to be a lot more expensive in those regards, as you can think of adjacent things. So instead of directly addressing,

you know, these people are looking for home security systems in their house, well, what else might they be looking for? You know, what else might they have recently purchased that might be important. So that could be maybe a backup camera for their car or a car security system. You know, if they’re living in a neighborhood, but they don’t feel super secure.

What are some of those other things that they might be purchasing, you know, depending on the cost of it, are they going to be putting like a steering wheel lock on it or are they getting like a full setup for their whole car? I’m thinking like if it’s parents, maybe new parents, maybe they’re buying things like the outlet, SOC those sort of like technologically monitoring things when they’re really concerned about safety or let’s see other things that people might be looking for if they’ve recently moved,

maybe, you know, so maybe the research they’ve recently, I think recently moved, it used to be a targeting option. It might still be, you know, those things come and go, or if they’ve been looking at home mortgages or if they just remodeled, you could find like paint stores, I’m sure. You know, one of the things you could do is just kind of survey some of your existing customers and figure out other products that they’ve purchased,

which of course can then inform your creative because it’s like, Hey, now that your car is secure and you have this great system security system doc for your cars, how safe is your, is your home? Yeah. Especially if they’re spending like home improvement, home Depot, you know, people that are spending money on their home, I think without knowing a ton of background on your store,

if any of that’s helping provide some ideas, it is. Okay. Cool. Awesome. I will say we’ve just got a couple minutes here, left over. Is there any other questions that have popped up last minute things or whatnot? Like if you’re gonna invest in zoom, make them do some sort of like, see if people are typing chat thing.

Awesome. Well, it looks like we’re all good. So again, I’m not Andrew. I apologize. But hopefully I still was able to bring some, some value to you guys and feel free to, you know, reach out. Of course, you know, we’re, we’re Sati with, we’ve got the shirts. I think they got, they just hooked me up with the hat too.

Got the swag. If you have any questions or whatnot that we can help you out with. And thank you so much for listening to me, talk on for an hour today on your Friday. I really appreciate it. Thank you so much Rihanna. And all of you guys have a beautiful, amazing weekend. Bye. Take care.