00:00:03 Yeah, one time I had a zoom call and like, zoom was like, do you want to update? And I, and I accidentally hit yes. When I was like trying to start a meeting and it took like 20 minutes for a dump. I Don’t know how to stop this and to keep going. Yeah. Yeah. Yeah. Well, welcome back everybody.
00:00:23 I hope you all had a great Friday and a so far, at least for me, it just started, but for you, right. It’s almost over. We’re almost done here And over here. Yeah, Yeah, yeah. We have some new members in here, Glenn Martin, Dale, welcome to e-comm insider and welcome to your first Facebook Friday. Andrew’s amazing.
00:00:47 Thank you. Thanks. Yeah. Great to meet. Great to meet you. Hopefully get to work with, we work with some of y’all one-on-one today. I think we only have one pre-submitted question today, so, but it’s, it’s from Chris and crystal only jumps on, so I’ll give him a minute and see if he, if he jumps on,
00:01:04 but just for the new people on the call, the way I kinda, we kind of do it is we have a way you can pre-submit questions that you questions you might have about Facebook ads or any type of real ads, but Facebook ads. Most of the time we talk about here, you can pre-submit questions. And if you’re able to make the call,
00:01:21 we can go over it in person and screen-share and actually work through whatever problems you’re having. Or if it’s just something that can be answered by just me, you know, talking by reading the question and talking sometimes it’s just that. And then basically we go into kind of a more free forum where if anybody’s on the call and they have something that’s been on their mind,
00:01:43 or have questions about anything to do with Facebook ads, additional marketing, we can just jump in and kind of do, do hot seats. And if anybody needs help, that’s actually on the call who didn’t re pre-submitted question. We can do that as well. We try to keep it pretty, not a super, super strict format. Just want to make sure we get as much value to everybody as,
00:02:01 as possible. So whether you’re running Facebook ads and having trouble, or you’re wanting to run Facebook ads soon and are, and of questions are looking for the place to start, you can definitely lean on this call as a resource resource for that. So I do not see Chris jumping on quite yet. So what I’m going to do is just going to go start answering his question.
00:02:26 That was pre-submitted. Cool. Perfect. So I’m going to do answer this one for Chris. If he jumps on, then maybe I can, can help him one-on-one but almost to answer real quick, in case he watches the replay of the call, but his main question was getting cost cap adds to spend and take dock ads to spend both aren’t spending with cost cap ads.
00:02:50 Most of the time, 90% of the time, if you’re running ads on Facebook with cost cap, the reason is that the cost gap is probably too low. So what I would recommend is actually starting your cost cap, maybe at a little bit breakeven or a little bit higher than a break, even just a start so that the algorithm can actually start spending.
00:03:11 It should still bring in results, hopefully lower than what your cost cap is. And over time you can lower that cost cap. But what happens is it needs to be able to be able to believe that it can get the conversions you’re looking for at the actual cost cap you’re setting. So if your account historically is always getting sales for $20, hypothetically is your cost per result.
00:03:33 And you all of a sudden set a cost cap at $10. Well, Facebook’s going to say, I don’t know how to get sales for $10. I only know how to get sales for $20. So I can’t do this so I can’t spend, but if you set it for $25, then maybe it will start spending and start really optimizing over time.
00:03:50 And it may start bringing in sales for 15 and maybe even be able to get down to 10. So that’s one thing. And another thing right now to note, to go on with that is right now, because of all the data loss we’re seeing is we see Facebook like under reporting a lot of the time. So let’s say it has Facebook says it has 20 sales at a $20 CPA.
00:04:13 We’ll make it. It might really in reality, have 30 sales at a $15 CPA, but you know, maybe 10 of those results never made it back to Facebook because of the data loss and the attribution issues we’re having. So I’m even setting cost caps that are much higher than what my CPA is. The target CPA I want is because it, AI tries to always tries to over-perform.
00:04:37 It just tries to average out around that. So there’ll be good days and bad days, but tries to average around that target CPA. But also I’m seeing such under reporting that if you think about like, let’s say on average, you’re getting 20 sales a day or 20 conversions a day, and you’re actually getting 25 over the course of that week. You know,
00:04:55 that could end up being actually closer to the metrics you want. And you can actually set a little bit higher of a cost cap. So Chris, if you watched this video, hopefully that helped put you in the right direction. At least maybe we run the test with a slightly higher target CPA and that might help. Okay. So Theo, absolutely Thea would,
00:05:14 do you want me to add you to call so we can, we can, you know, screen-share and go over it. Cool. Theo is asking, should I funnel, should I do a full funnel campaign, prospect retarget remarket. If I have a low daily ad spend $1,200 a day, I should. I said focused on three separate campaigns, one for prospecting.
00:05:36 I always liked to break them out in campaigns. I would say, you know, re reality, the breakdown I like to do is 60% of my total budget going towards prospecting and then 30% going to middle of funnel. And then, you know, like 10, 10 to, you know, 10% going to bottom of funnel. So that’s obviously those percentages are a little bit odd with the small budget,
00:06:09 but that’s just like a key metric, I would say. So even if it was, you want to combine your middle of funnel and bottom of funnel, potentially, you know, potentially maybe just do like a, a $20 to prospecting and $5 to retargeting or a 15, 10, or a 17, 12, or 17 eight, or whatever, whatever math makes most sense to you.
00:06:34 But I definitely would separate them in two different campaigns just because you’re going to have vastly different results. And so you want to be able to track those different results. And if you really want to do a full funnel campaign, you’ll be basically having a breakout each one of these and it in, in different ad sets. And then basically if you had different ad sets,
00:06:58 you’re going to have to set the ad set budget so that if Facebook just Facebook would spend your entire budget on your prospecting ad set, if you, if you didn’t separate them out into ad set budgets, if you use pick campaign budget. So it would just been all $25 and prospecting. So I like to do is just do it, do that hard split with prospecting and remarketing for,
00:07:19 for organization purposes so that you can organize your ads based on messaging. Your retargeting ads could be focused more on testimonials and be focused more on breaking down barriers and your prospecting campaigns could be more based on education and teaching people about the product and educating the market about the product that exists. So does that make sense? Cool. Cool. Well, hopefully,
00:07:50 hopefully it did Theo. Do you have any other questions? Feel free to shoot them in the chat that being said, if anybody has, I’m going to put this in the chat right now. So everybody has it. There’s the basic framework. So I put it in the chat, 60% prospecting, 30% middle of funnel, 10% fall in the fall.
00:08:21 So that breaks down into as if your total budget was a hundred dollars, right? A hundred dollars that you would put $60 a day towards your top of funnel slash prospecting. But $30 30 is your middle of funnel and $10 fall a fall. How we separate that out as your top of funnel is your prospecting. It could be interest. It could be,
00:08:51 could be alike audiences. It could be wide open targeting. It’s just going to be people who have never heard about your project for how do you do that is you make sure that on that campaign and on those ad sets, you’re adding exclusions. So when you exclude people, is you go into your audiences on Facebook and you’re going to exclude anyone who’s engaged with an ad.
00:09:16 You can exclude anyone who’s visited your website. You’re going to exclude anyone who’s purchased in the past. You’re going to exclude anyone who’s added to cart or shown any engagement with your Facebook page and likes your Facebook page. What that allows you to do is to ensure that that $60 is really being spent on prospecting, buying those exclusions, or making sure that we’re not showing a,
00:09:40 an ad to someone who should be in the middle of funnel, a prospecting ad. So your middle funnel should be really focusing on re-engaging with people who have shown some form of interest. That could be people who watched 75 to 80% of a video, maybe like video ads running. Maybe you want to retarget to people who watched, like, if you have like a three minute long video ad,
00:10:03 maybe you want to retarget people who watched 75% of it. Cause if you watch over two minutes of a video, then you’re probably somewhat at least interested in learning more about it. You could retarget all your site, visitors, people who clicked an ad. And when you’re prospecting ads, once they click, they get added to the site, visitor audience,
00:10:20 and that moves them to your middle of funnel campaign. And those are gonna be the main ones. So site visitors, engagers, video views, things like that we’re going to want to do with your middle of funnel is just exclude people who have added to cart and exclude people who have initiated checkout and people have purchased. So these middle of funnel, people are just people who engage or showed interest and they also never added something to cart and they never purchased anything from you.
00:10:48 They never, they never initiated checkout. They just made it to the basically view the website. So once we exclude those people that allows those people to be moved to our bottom of funnel. So they click the ad for prospecting, but they don’t add anything to cart or initiate checkout or buy. So then they get moved to middle of funnel and then they finally add some human cart,
00:11:10 but then they leave hypothetically. They don’t act up checking out that moves them to bottom of funnel. So your bottom of funnel is only going to be your add to carts and your initiate checkouts and people have purchased potentially in the past. If you have something that can be bought multiple times like a supplement, then you can add previous purchasers to your bottom of funnel campaign as well.
00:11:32 So why this is important because your prospecting ads should be about educating about the product. They could be video ads, longer form video ads. They could be the ad copy has to be really good. You have to really focus on nailing this prospecting, which is why we dedicate most of our budget because we’re going to get some sales from our prospecting, but what it’s really to do,
00:11:53 it’s going to fill up our middle of funnel and bottom of funnel audiences so that we can run these other campaigns that should convert at a much higher rate because we’ve nurtured them along this customer journey. So with your prospecting, like I said, longer form copy may be really focused on education and the, and the value of the product or service, and really educate people that they should know within five seconds of whatever creative you show them exactly what it is exactly what you’re selling exactly,
00:12:22 why it’s a benefit to them and where the value is. People have very short attention spans. So if you’re showing a piece, an image and it doesn’t make sense, like they’re not immediately understanding what the product or service is, or if you’re showing a video and you don’t really get that gist of what the value is of the product until several seconds down.
00:12:43 You know, if you think about like an infomercial on TV, they kind of have you ready, you’re you can’t just like in Facebook, you start watching a video and you can just immediately swipe away and scroll. But the commercial, like let’s say you’re on the couch watching TV. They have you for the entire commercial, for the most part, like sure,
00:13:00 some people change channels or whatever, but like for the most part, they have a captivated audience who were waiting for their show or whatever, come back on. Same thing. If you have YouTube ads, you can’t skip until five seconds or some YouTube ads, you have to watch all 15 seconds of, right? So since Facebook, we have no way of controlling how much content they’re watching.
00:13:18 We really want to make sure that you need to be able to understand immediately in your prospecting ads. Exactly what the value is, exactly what you’re selling. And if that’s what the image or with the video they should know right away. So when we get to that middle of funnel campaign, we can completely change our mindset because these people have shown interest.
00:13:35 They watched a video, they engage with an ad. Maybe they liked it. They shared it. They commented on it. Or they visited the website. Most of the time that this is audience is going to be people who visited the website. They visit the website. They just haven’t bought yet. Right? They showed an interest. They didn’t buy.
00:13:51 So us figuring out what’s ways we can knock down barriers to entry to them, to get them to buy. Since we know that they know about the product, they’ve been educated, why haven’t they bought this is where you can talk about testimonials. Maybe they just need to hear from another person. What’s the big value of this product or service. Maybe it coming from us,
00:14:11 marketers isn’t enough. They want to hear it from other people. So video testimonials, written testimonials ad copy based around testimonials. That’s one way another barrier to entry could be price. So maybe we talk about the price in that ad and say how we’re running a sale right now, we talk about the price and we’re saying how we’re doing a buy-one-get-one-free special,
00:14:33 or we talk about price and actually talk about how much value is actually saved by buying this product. Like you would normally spend $200 to be able to get the amount of value you get out of this one product, or, you know, whatever reason it’s your product, better, faster, easier, cheaper. Those are pretty much the main things people want to say.
00:14:54 So this middle of funnel, you want to focus on why your product is better than the competitors faster than the competitors cheap or cheaper than the competitors. Those are like the main three things you want to focus on. And you can do that through testimonials, through ad copy or through the, through the creative, like there’s creative ways. You can show how your product is better.
00:15:11 Maybe it’s it’s like us versus them type creative or before and after type creative don’t do any before and after stuff like with weight loss or anything like that, that’s not compliant. Like let’s say it’s like car detailing and you showed using a product from the store. And then you showed your products and it’s clear why yours is better. And then the ad copy is really hammering the benefits and the price and all those extra benefits.
00:15:33 That’s what you want to show your middle of funnel audience. You want to break down those barriers to entry of. What’s not why didn’t they buy let’s figure out why. And let’s try to address that in this next ad. Your bottom of funnel is when people made it all the way to add to cart, they didn’t buy. So we have as much smaller budget because that’s going to be a much smaller audience,
00:15:51 right? It’s going to be only a hint. You know, if, unless you’re spending thousands of dollars, it’s only going to be a small amount of people. So for these people, we want to treat special. Cause they’ve actually, they’ve actually almost made up their mind that they were going to buy it to the point where they were almost ready to check out.
00:16:07 If they added it to cart, then what we need to do is just do anything. It takes to get them to be a paying customer. The end of the day, the most expensive thing in the world is to acquire a customer it’s cheap to retain a customer. So that’s where this bottom of funnel campaign, your ads should be only about a treating them extra special and to some sort of above and beyond effort that no one else sees.
00:16:34 So this bottom of fall campaign, since we’re excluding, you know, since we’re only targeting people who added to cart, we know that we can control who is actually seeing this. So what I would do is add some type of discount, used code 10% off to get this sale today and really market the specific product they collect. If possible, using dynamic dynamic ads or catalog ads,
00:17:00 if possible, that connect directly to Shopify catalog ads can work great in this section because what it does is it shows products based on their browsing history and based off what they’ve clicked. And also based off your top sellers in the store. So basically give them a discount. Guess what? Even if it, if it eats into your margins, even if you’re like giving them a 30% discount,
00:17:19 you’ve already paid for these clicks, you’ve paid for them to become a top of funnel client. You’ve paid for them to become a middle of funnel. You paid for them now to become a bottom of funnel. They’ve already clicked three times at this point, you just need to convert them because you’ve already paid for them. So you might as well get something right?
00:17:37 Try to arbitrage the ad spend. You spent trying to acquire them. Even if you’re acquiring that customer at a loss. A lot of times you are going to be acquiring them at a high profit in this bottom funnel, but just saying worst case scenario, these Bama funnel, people need to need to buy a product. For some reason they haven’t yet.
00:17:55 You need to give them a reason. Sometimes it’s discounts. Sometimes it’s buy one, get one free. Or sometimes it’s just some finding some new way to treat them special. Since this is going to be a very low volume, but it should be a very high return on ad spend type campaign. So that’s the basic setup. That’s why we do it and how we do it that way.
00:18:14 So Fiona has awesome advice. On another note, do you think you have experienced that people would low budget spend that can bump up that by verifying a business manager? Yes. So if you verify your business manager and you reach out to actual Facebook support and you ask them to bump up your ad spend, they definitely will. If you don’t have your business manager verified,
00:18:34 then they limit the amount of accounts. You can have like actual ad accounts and they limit a lot of things as far as how much money you can spend. But if you’re verified and you’ve submitted your taxpayer information, you’ve submitted your business information and they can verify your legitimate business advertising. Then you can get away with a lot more and you can ask for things and get things granted to you.
00:18:55 So absolutely kugel. Cool. Did anybody else on the call have any questions or something they needed help today? This is where you can jump in and throw something into the chat. Charles, we have been having success with tick-tock ads in our value and ways to create Tik TOK, content engine, any ideas or systems you’ve used to consistently get Tik TOK content,
00:19:23 not really other than we’ve there’s some companies that you can hire to outsource user generated content. There’s one called below. There’s another one. Let me figure out the name of it. Give me one second. Let me text my creative director. I’ll get that. But basically it’s a company that we partnered with and basically we can buy a used them and they go out into the world and find this influencers to make UGC user generated content for us that works really,
00:20:14 really well in intake doc ads. So I’ll get that website for you, Charles, so that you can and see exactly what, what we use. Cool. Does anybody else have something that’s been on their mind that they might want to talk about or get some help on definitely free. If we want to do an account review, if you’re running ads and you want to see if there’s ways you could be doing better,
00:20:48 there’s always room for improvement, especially when you have, you know, fresh set of eyes of other advertisers works works always, always does the trick. So if when you guys are running ads, if you wanted me to look over something, we could definitely do that. And if not, then I can just keep spitting some knowledge. The biggest reason the low click through rate is because of the creative image.
00:21:14 Yeah. Image video hundred and 10% could. It could definitely be the audience as well. I’ve seen different audiences get completely different click through rates, but definitely the creative is what’s going to be the biggest mood needle movers. So that’d be the image or video that you’re running. What type of creative is working best right now on Facebook? I would say user-generated content stuff that looks like it was shot and I-phones shoved stuff that looks like it’s a Tech-Talk.
00:21:46 If you can like make an ad in TechTalk and export it and then run that actual tick-tock as a Facebook ad, that works really, really well. Any type of like people’s front facing camera. So if you think about having a person or whatever, talk about the product or service with their selfie style, and then they flip their camera and they go over explaining it,
00:22:10 product demonstrations that are shot on iPhones, I’ve looked like user-generated content, things that like play into Tik TOK trends worked really, really well. I would also say even for, for, for image creative, like if it’s something that someone wears or you can involve a person having a person that looks like a real person, not stock photo photo works really well.
00:22:34 I would say stock photos are not working well. Anything that has like lots of graphic design involved. So if you think about a static image, right, that was done in Photoshop using shutter stock photos or other stock images and fancy fonts and writing, most people just view that as an ad and kind of pass over it. Not really do they get really,
00:22:58 it’s really hard to sell that way right now on Facebook. So I would say user generated content stuff that looks like it was shot on low budget, looked like it was made actually by users. And it looks native to the platform. If you think about like your aunt Shirley or someone in your family, who’s really into Facebook, everyone has that one aunt or grandmother,
00:23:17 who’s obsessed with Facebook. Very rarely are they sharing ads, right? Because ads look like ads. But if you shared, if you made your content on Facebook, that you’re running as ads, if you made your creative seem like something like my aunt would share. So what would something my aunt would share my idea on what’s your something with a cute dog.
00:23:38 So somehow involve your product or service with a cute dog and make it look like a tick talk and make it cute and fun. And that will convert really well because people like that style content, that’s the type of content people see, and they want to consume people really don’t want to consume an ad. That’s a static image with a shutter stock. People that don’t look real that has a lot of marketing material talking about it.
00:24:03 It doesn’t really work any more as Facebook ads. People really want ads. If you, if you look at the ads that pop up on your feed, I’m sure you’re seeing a lot of people just talking about a product or service. Lot of people looking at it, like it was filmed on an iPhone. And a lot of people who look like normal people,
00:24:19 or maybe they look like influencers, but they don’t look like actors. They don’t look like it was filmed on a red camera or it’s filmed in 4k. It’s filmed on an iPhone. The greatest, the best resource for this is probably the Facebook ad library. So FIA, what are you, what actual product or service are you? Are you selling with,
00:24:44 with your budget? We don’t mind Self blending, shaker bottles for supplements. Awesome. This is something we can work with Google. So let’s see if we can find a company that’s that’s that’s doing this. Okay. So here’s one. Let’s see if this has it. Give me one second. Okay. God, come on. No, they’re not running at,
00:25:52 so what I’m looking for right now is I’m on the Facebook ad library and I’m looking for competitors selling a similar product, right? And then what I want to do is I want to go look, let’s go look at what creative they’re running. That way we can, we can, we cannot see what else, what else other people are doing. Usually my best way is I’m not a genius.
00:26:14 I’m not a creative mastermind, but I can kind of guess what will work and what not will work if you show it to me. And, and a lot of times, and a lot of times what other people are doing is the best way to think about how can we improve on this? Or maybe it’s something that, that we can, we can do.
00:26:37 So self mixing bottle, the blender bottle. So he’ll mix. I found it is one competitor. It looks like, let me see if there’s another brand that, that might, that might be selling it. So pro mix, maybe pro mix. These are probably all the same exact product. Just different companies. Marketing. No nothing from them. Either.
00:27:11 A lot of these people what’s crazy is they’re just like not running, not running Facebook ads because Facebook ads is tough. It’s tough out here in the streets. Let’s see. Let’s see. We’re going to find one of them. A blender bottle. Maybe. I don’t know. Sweet. Okay. Let’s see. This is probably not the best example.
00:27:47 They have lot of high quality creative. Well, let’s see what they got. Yeah. There’s a lot of shakers. I know like the self blending more vortex. One is the one where we’re the ones we’re looking at. So let’s keep, keep searching and seeing no, we can, we can find one of them. Here we go. Oh,
00:28:20 this one’s pro mix. I think we checked that one. I’m even just looking for something that’s like, let’s like not even a direct competitor, but just might be hydro cup Might be someone similar that might just be running a type of creative that you can something that you can look at as far as a creative style to check out. Cool. Okay.
00:28:58 I think this Shakespeare shakes fear and it’s a weird company name Shakes. Cool. Mm. Shake sphere. Tumbler shaker. Okay. Implement these elements. So I’ve been locked it looking at Selden’s curious. Oh, okay. Yeah. Well, both of them either way, I would say, you know, self-made creative, blender ball, creative. The more you can show the products being used by real people that looks like a shot on an iPhone.
00:30:00 Like even Theo, like film yourself. Like I like if you really like looked at my agency, then the day you work with what you got. So like there’s at my agency. We have, you know, 30 employees. I’d be surprised if not one, every single one of us is not in an ad. And every single one of our parents is not an ad in the day of for selling something that’s for like 50 year old women,
00:30:21 then we don’t have any of those working on our company right now. So we use our parents. Who’s our friends. Like at the end of the day, you have to have the creative. The creative is not good. You’re not going to be able to make the ads work. If the creative is not good, that’s the end of the day,
00:30:34 the, the creative, the videos, the images, that’s the absolute most important thing. And if that is not significantly better than your competitors, or if you’re not significantly like unique and have no competition and have an, or unless you have a product that is incredibly, incredibly desirable, that is very unique, then it’s going to be difficult. But I can show you some examples of some stuff that we work on that we’ve done.
00:31:04 So what works really, really good is like, I’ve talked about potentially making things that don’t look like ads. If it looks like an ad, people are going to treat it like a bad, okay. So this is an accelerant company that I worked with and these ads crush these kinds of like Joe Rogan style ads. And then they go to a blog.
00:31:30 That’s talking about the exact subject that the Joe Rogan show is kind of talking about here. And then it talks to them and then it sells the product that solves the problem right here. This works great. Why? Because this doesn’t look like necessarily like an ad. It looks like an organic piece of content. Same thing with a video like this can give you 100,
00:31:54 it looks like an organic piece of content. Someone shares like this doesn’t look like an ad. That’s why it works. This stuff looks like ads. Not saying that you can’t use this, but just don’t. If you only have this, I would say, don’t expect to be set in the world on fire. This stuff works much better. We,
00:32:12 we do everything though. These ads that kind of were like a little bit silly. Sometimes these work great for remarketing. Like these can be great remarketing assets, but it can be definitely tough days. Expect people to buy a product with this little information. But right here, this stuff works great. It looks like a Tik TOK. Unboxing. People love a box of content.
00:32:35 How to be able to just like, go on YouTube and watch unboxing. Maybe no one on this call, but you understand that there’s like a huge segment of the population of our world, of people who just enjoy watching unboxing videos. The fact that there’s like entire YouTube channels, just about unboxing. So unboxing and explaining the benefits and talking about the product and service,
00:32:55 and then directly telling them where they can buy these specific things. And then right here, kind of on boxing, a specific product line, showing what they get. And if you have a special offer that goes along with this as well, this could be a great piece of creative that like these were shot on iPhones at someone’s house who just had a,
00:33:14 had a white piece of white paper, a poster board we put on the ground or a white sheet could even work or something like that. There is a, so I use this Facebook ad library and you can view the ads of any competitor or anyone that’s running Facebook ads. It’s like part of Facebook’s like ad transparency. So this is a great resource for everybody to see if they,
00:33:41 you know, potentially could be coming up with ideas for creative. If you’re getting low click through rates, then probably you need better creative. So that’s probably what’s going to work best. I had another one. I always, that does great with their ads, his athletic greens. One to definitely look at Theo, they do a ton of this style stuff,
00:34:09 which is exactly what I’m talking about. It’s a real person. It doesn’t look like it was shot. You could put this on Tik TOK right now. Right? You could, you could, this could be any one of your friends. You went to high school with this. Doesn’t look like a Hollywood production routine. This one, a little bit higher budget.
00:34:29 Obviously some like this is like more so influencer marketing, but it’s showing the product. It’s, it’s, he’s explaining exactly the benefits showing the product. And it does seem somewhat organic with the format and these tall videos. Right? There’s a lot more, more stuff like this. Right. And attracted an attractive person, talking about your product and telling about the exact benefits and then showing how to use it kind of lifestyle.
00:35:03 Right. And this could be someone you went to high school with. Right? Do you, did you share who you use to make? Yeah. So I’m just waiting on my creative director. The company is called incense. I’ll find the light. I’ll get the direct link for you guys. But incense is the name of the company. There you go.
00:35:38 So this is it. Grub is for you guys. So this is something you can work with and basically creators. So like people who are influencers, like people who want to be influencers, people who are tick-tock people, they have people of all different demographics, age, fashion, different types of niches, dogs, pets, right? They actually get paid by incense to make the videos.
00:36:08 And then incense, you give incense your projects. They go find the right people. You tell them the people you want and they go get the creative for you. I’m not a hundred percent on how much this costs, but it’s a hundred percent white listed. So basically they just provide you with what you asked for. And this UGC stuff works really,
00:36:31 really well. So this is the one my agency uses. I don’t personally work with it. One-on-one cause I’m on the media buying side, but we have an entire creative division. This is one of the things they use to help supplement the ads. We still do most of it in house because that’s obviously free. If like there was a demographic that needed a 30 year old male who played guitar,
00:36:49 then why you need to go find an influencer. When I could do that right below, below is we found this to be much, much better than below. Like we stopped using below because we were unsatisfied with it. And the team, as far as I know, is very satisfied with this, this company. So there we go. Cool. So we were back in the creative review.
00:37:11 So this one is an awesome example of this creative style that is working well on Facebook right now. I would say this ad copy could probably be more jazzed up just cause like it just looks bland. It looks like a high school report, right? Putting some spaces in there and really just leading with value, like a quote, like her best quote saying how like athletic greens completely changed my routine of how I feel or really talking about what problem itself.
00:37:39 Like I had IBS and athletic. After two months of athletic greens, I feel so much better, right? Something that’s leading that people can relate to. That’s going to solve a problem or provide value meeting the daily habit that, that meet the daily habit, provides your body with everything. It needs. It just one scoop. Okay. So not really talking about like a problem it’s solving.
00:38:02 Like you can get this from a multivitamin. Maybe you don’t even care about everything. All the vitamins and minerals you need, maybe you don’t even care. But if this said like this product helped me lose weight or it helped me with my digestion helped me with my energy levels, like real problems that real people have that the product can help solve. So Theo for your,
00:38:29 for your shakers, like someone talking about how they hated the protein would clump at the bottom of their shaker bottle. And are you sick of this dirty? Are you sick of this? Throw this thing away, check this out. And then they do a product demo and it’s like super easy. I can take it at the gym. You can drop it.
00:38:49 It doesn’t spill talking about why the product is bad-ass that’s all you need to do is talk about the product. And then if you get it in front of the right audience, the click through rates, lows, because they’re not getting all the information they need about why it’s great. And you can put all that information on the ad copy. But, but a lot of these people,
00:39:03 like if I saw this, I’m not going to read this. Like just straight up like ad copy is only one, one piece of the puzzle. This is the most important piece of the puzzle. And this is also the hardest piece of the puzzle to fulfill. See if there’s any more. This is also, this stuff works really good stuff that looks like visually enticing.
00:39:28 Like this is just a very interesting, cool ad, right? This is actually seems pretty high budget. But if you just look at the thumbnail and the way it starts, you’re just kind of intrigued. So things that are visually intriguing, these all look like UGC. Look at another person, another, another attractive person talking about the product and the benefits of it in order to same person,
00:39:53 same splash videos. So you could see trends, real people talking about the product, splash, splash, cool visuals. It’s gonna be a new year, another, another attractive first and talking about the product, last name stuff, and then way down here, you still start seeing some like just static image ads that are going to get us low click through rates.
00:40:17 But these are great, great remarketing assets. So if you had someone show interest in athletic greens, and then you showed this and your middle of funnel, and it’s talking about how it supports gut health, community energy focus here, natural regrowth recovery, healthy aging, and it offered me a 10% discount. Then maybe this is what converts me in middle of funnel or bottom of funnel.
00:40:37 Right? But this we need, we need, we need this to be able to just educate people and have them even to consume our ad. Because if I only ran this creative, they’re just going to keep scrolling. If they don’t know who we are, they’re not going to just take the time to read all this and dissect what’s going on. They’re not going to care about this unless they’re aware of the brand and who we are and what we’re already selling.
00:40:58 Like, I don’t even know if this, you drink this right. If you showed it to me, like if I was an alien and I knew nothing about anything, I would not be able to understand what’s going on with this product. But if I have, someone’s telling me word for word, what’s going on for the product. And it looks like someone I can trust.
00:41:17 Who’s a real person. Who’s not a, you know, an, an actor or, or it looks legit. It’s just so much. It also feels native to the platform. If I’m Facebook, I want to consume Facebook content. If we want to take talk, I want to consume Tik TOK content. This is not the content I to consume on Facebook.
00:41:34 If you, if you all were like really honest with yourselves, would you like stop and be really interested in this on Facebook? Or if you saw a video of one of these two people, would you be more intrigued to see what they are talking about? You’d be so much more intrigued to see what these people are talking about than you would be to just consume this.
00:41:51 So I challenge you to really focus like this is the most important thing you guys can do with Facebook ads at any type of social media ads is make the creative native to the platform. So it looks just like it. So Theo says, how’s it with lots of stuff coming that it comes to borrowing content from podcasts. For example, thinking, be cautious.
00:42:13 I would have to check to see if they have actual partnership. A lot of times with like the Joe Rogan type stuff, like he’s being paid to talk about the product and when he that’s like paying for the podcast. So there’s people with podcasts, they have sponsors. So that’s like when you listen to the radio and the radio DJ is like, check out this product or check out so-and-so’s company in the radio DJ sound like that’s cause the company selling advertising on the radio station,
00:42:40 right? So Astro flame had sold advertising to Joe Rogan to be able to have them talk about the product and suggest it on the podcast. There’s another company that does this, a tem ton called alpha brain. Well, the actual company’s called on it and everyone, this is the company. Another company you guys should check out for. As far as creative,
00:43:10 you have a million dollars. You want a billion seems like Facebook content, right? This doesn’t seem like an ad. This seems like something motivational, a video that you would see like your friends share and you would watch it, right? This seems like if you’re like a gym person and you love Joe Rogan, it doesn’t seem like you’re going to get a sale.
00:43:28 Go. Anything that looks like you’re being sold to is this 30% off, which is probably why this is a remarketing. There’s probably a middle of funnel. Bottom of funnel asset. This one looks like organic piece of content. It looks like something native to Facebook or Instagram or TechTalk you wouldn’t immediately assume this is an ad. And you’re immediately, if you’re interested in Joe Rogan,
00:43:48 which this is demographic is like basically the exact year Rogan demographic, they just doubled, doubled down. And he might even be a partner of the company for all I know, but exactly something like this, right? Middle of funnel, bottom of funnel asset, it’s a testimonial of five stars talking about why this product is great. He can do that because we already know what the product is from something else.
00:44:11 We already know what the product does. And look at these 50% off, 50% off, middle of funnel, bottom of funnel, the only people seeing these ads are people who showed interest in the product already this right here, boom, this looks more like the, of that. Especially the thumbnail looks real. That looks like a real piece of content.
00:44:35 So when you immediately like, see this on your feed, you think it’s a real piece of content. You don’t know what’s an ad and that’s half the battle. The battle is already lost. If you’re running this to your top of funnel, right? Because it’s an ad, like all of us are hip hip to that. This one’s cool. This looks like this is cool.
00:44:58 Right? This looks like it was shot. Like not super high by professional. And it’s talking about the benefit. Like it totally makes sense. What they’re selling. This is a really cool creative for like this stuff. Like this works great too stuff that looks like screenshots from other platforms and tweak tweets and stuff. Because whenever you see a tweet screenshot on social media,
00:45:18 you assume it’s going to be funny or it’s going to be clever and you stop to consume it. You don’t stop to consume stuff like this. You stop and consume stuff like this. This one’s very cool too. I like this. This kind of like before and after. So like Theo could be like of shaker on the ground with, you know,
00:45:39 a shaker with like all these protein chunks stuck at the bottom. And then this could be a perfectly blended, delicious looking protein shake, super simple alpha brain black label. I would take the music out for sure. I wouldn’t show the person space. So, okay. I want more, I want more, I want more like with athletic greens is doing,
00:46:09 but this one black label, merger Rogan, here we go. This is the stuff we want right here. Because what I noticed when I noticed the screen and see they got, this is how you then get us. This is, this is how the game, because the reason I clicked that was because the thumbnail made me think it was an organic UGC piece of content.
00:46:33 When you see this, it looks like, like someone shot this on an iPhone and it looks like a real person. So when you see this in your feed and you’re not paying attention, you might think, did I go to high school with this guy? Did I go to college with this? Guy’s this friend’s husband and it’s cowboy surround. It’s a,
00:46:53 it’s an MMA fighter, right? So you could target like MMA people and show them this ad. And they might, if they know who cowboy run is, they’re probably into it, but they got me because then I click it. And it’s actually a high produced video ad. So that’s what I’m saying. Like the game is like tricking people, tricking people into not realize they’re consuming ads when they are.
00:47:10 And then here we go, boom. These, this is what we want. It’s such a backbone that they give you a money back guarantee. And they even want the product back Because those last three testimonials at the end, I want I’d want a bunch of stuff like this. I want a bunch of stuff like this right here. These last three,
00:47:41 those three middle one. I’d love to hear more. This last one. Awesome. Especially because they’re kind of celebrities that we, some people recognize. Cool. Well, I think this is awesome. We’ve been doing a bad-ass creative review here and just critiquing other people’s ads. But like, think about this too. Okay. So here we go. This looks like a real person,
00:48:00 right? This doesn’t look like a stock Shutterstock photo. It looks like this. Dude’s about to go surfing. So when it shows up on your feed, you’re wondering, do I know this guy is this? Why is this guy, my feet? Well, this, you know, you don’t know this person. You know, you don’t know this person.
00:48:17 You already know this person is I would never run this probably except this is a full credible battle workout for beginners at that takes to a landing page. That’s like a blog. So okay. A little bit different. They’re not trying to sell something. Okay. They’re trying to sell something. Got you gotta do better than that. Then stock photos. This used to work three years ago,
00:48:38 you make a million dollars running ads. The photos like that, can’t do that anymore. Some kind of cool, a little bit short it’s only nine seconds. It’s not super. It’s not like not, it is at least doing its job. What we talk about docs about hammering the benefits, right? Hammering the value of the product did a great job doing that,
00:49:02 but not really going to make my day. And there’s a lot of stuff. Now I can even see this B view being viewed as a piece of Facebook content, right? Showing off a cool gadget. It is high produced, not UGC. So then other day, I wouldn’t assume this was an ad. If someone shared it, I could think that maybe I’ll,
00:49:34 maybe this is just a cool piece of content they found in whatever it is about. This is a cool product. Not necessarily an ad. Here we go. we got attracted people, working out, tracking people on video, little bit, little bit high production, but not overly. I, if this was shot an iPhone, I would also like rather not have the music and have them talking about what they’re doing and why they’re doing it at the end of the day though,
00:50:08 this is also the kettlebell kettlebell thing. So it’s not necessarily selling stuff. So, so, so yeah, so I hope that was all beneficial for everybody, for anybody running Facebook ads that like, this is the type of mindset to be in. This is the type of creative you want to be trying to get. And that means you have to make it yourself then so be it.
00:50:32 But, and then you’d have to have it right. Very gone are the days where you can like, you know, just throw up some creatives. So I challenge you if you’re like the business owner, right. And you have the product at your house, you know, try to come up with, go look at some competitors and try to come up with some ideas of how you can make some content like this.
00:50:52 Yeah, yeah, absolutely. I think no one on no one who sees the ad is going to know that it’s you right. That you own the company, unless you tell them. So, you know, the fact that I’m in ads for my clients, doesn’t matter because they’re being shown to people in the middle of nowhere, Oklahoma, who I’ve never,
00:51:15 we’ll never meet me and we’ll never know I exist. So it doesn’t matter. So you guys can keep that in mind too. Like, don’t be afraid to like buy a ring, light, buy a thing, do your own testimonial ad. And just don’t say that you’re the owner of the company because no one will know and it’s not illegal and you’re not doing anything wrong.
00:51:31 People do it all day. Every day. All those people were actually probably paid to be talking about that. It doesn’t matter though. All it matters is does it seem genuine? Does it seem real instead of the day, all you guys are also the experts on your product and what the customer complaints or concerns are you as a field, building the emails from customer service talking about,
00:51:48 I love this. I dislike this about your product. So what they dislike about, well, you can hammer that in the ad and say like, I love that it solves this problem. I love that it solves this problem. And you know what expectations to set for the, for whatever people dislike, good deal. So we have a couple of minutes left if anybody has any last minute questions and if not,
00:52:12 then I hope everyone has a great weekend. And next Friday, we’re going to run this back and do this all over again. And if you have questions you want to pre-submit to so that you get first in line on the call, you can pre submit them. That’s a good question. I believe it gets uploaded pretty quickly. I’m not a hundred percent sure it is an hour long video.
00:52:41 So as a pro produced, but, but it definitely will be there. And I believe they email it out to could be, could be wrong, but, but cool guys we’ll have a great weekend. We will see you guys next Friday and yeah, everyone be, be safe and we’ll talk very soon. See you guys.