eCom Store Masterclass (Scaling with Facebook & Instagram Ads)

1. Introduction: Hi guys, My name is Jack Paxton and welcome to the Facebook and Instagram ads course. So we're going to be teaching you a huge amount of things about running ads and scaling your business on Facebook and Instagram. So this is a massive platform with huge amount potential. And today I really want to take you through all the things we do. Now. The reason you wanna do the things we do is because we've spent over $200 million profitably on these ad platforms. And we have been running this, these types of ads for ten plus years since the platform started. So I worked with huge brands, spending some of them are a $100 today, some of them a $100 thousand a day. So there's a lot of learnings in here which you can take a small accounts or if you're just getting started. And you can also have some definitely some scaling tactics that you're using on larger accounts. So we're gonna go through all of that as a huge amount of information I'm going to share with you. I'm going to take you into all the accounts that we run and show you all of this in action. So you're going to see how to create audiences, see what type of ads to create cd account structures I use. And it's really going to give you a step-by-step guide in setting up your own account so that they're going to be successful. A little bit more about me is I started talking with marketing. It's an ad agency that focuses on paid advertising and search and social work. We're direct to consumer brands, SAS brands, a bit of everybody. And we have a lot of experience across all of those niches. Facebook and Instagram is just one of the big ones we focus on. And we'll maybe do some other courses on some other platforms. But today, I want to start with Facebook and Instagram is because they are the easiest for most companies. Now. A few other things. So we started an adequacy and then we also went on to create our own SAS companies such as high acts and y-bar. So you can check those out as well. So not only do we run these ads for clients, we also Raman for ourselves. So they do work and we do put our money where our mouth is and backup our own ads with our own companies. Now, to go over a little bit of the structure, we're going to do a bit of the beginner section and then the advanced section. So you can kind of junk to what's best for you. But in the beginner section, we're gonna go over the business manager. We're gonna go over creating audiences, setting up pixels the best setup for your accounts, naming conventions, all that sort of stuff so that you can be super organized. Because most of the success in these paid platforms is being organized, being analytical, using data. So I'm going to show you how to do all those things, set up processes. I'm gonna give you all the assets that we use. So all of the all this sheets that we use to optimize, all the sheets were used to create persona's. Really understand what we need to be doing as a marketing agency to get the best possible results. Then we're gonna go into more advanced features. And so this is the parallel behind the scenes stuff that a lot of people won't tell you. But it definitely does make a huge difference with if you are on doing a sort of stuff that's things like doing Doc posting, building top and bottom of the funnel. For how to find different targeting interests, how to use data to create audiences. There's a lot of stuff in there that you don't necessarily learn from taking, you know, the Facebook blueprint course or something like that. So that's going to be focused on the advanced section. And that's usually when people get into a hundreds of thousands of dollars a day spent. And that's going to give you some really good insight in if you're not there yet, how to get there. And then finally we're gonna kinda like and recap everything. Make sure you've got a bunch of to-do lists, a bunch of assets that you can go and take and implemented your own company and hopefully wrap it up there. So before we jump in, I just wanted to reiterate Like why we're focusing on Facebook and Instagram right now. So this course, we're focusing on Instagram and Facebook just because they have such an unbelievably huge distribution. So no matter where you are in the world, you can run ads on this platform. It's all self-serve. And so you do have a lot of opportunity there to use that platform to your own advantage rather than paying a huge amount of money to run stuff in ads on TV or run stuff in banners or newsletters. You get to control everything with a self-serve platform, which is massive. Because you get to see exactly where your dollar is going, exactly what's working, what's not. The other thing is they do make tracking very easy with Facebook in comparison to some of the other companies. So they have pixel tracking, they now have server-side tracking. So the tracking is really important because if you're not tracking your clicks, if you're tracking your conversions, it's very, very hard to scale your company. So focusing on those are really important. The other thing is, out of all the ad platforms would run ads on. So that's Facebook, Google, YouTube, LinkedIn, Reddit to bulla video, all of these platforms. Facebook is by far the best targeting, so they have a huge amount of data. They organize their data really well, and they give you a lot of targeting options. Not only that, but they have amazing ad display options too. So as opposed to maybe just running, for example, like a banner ad on Google Display Network, Facebook, you have so many different types of ads you can run like feed ads, video image carousel, all that sort of stuff, slide shows. You can also do Messenger ads and all that sort of stuff. So there was a lot of options with Facebook and you'll find that some brands who really well on Instagram, some brands did really well on Facebook. Some are great for the newsfeed, some are great for messenger, direct Messenger ads. So there's a huge amount that you can go into and you can all do that on that one platform so you don't have to go on and learn all these different platforms and set up all these different pixels and all that sort of stuff. So that's why I usually recommend people start with Facebook and Instagram. So on that note, let's dive in and go through some of this stuff that is going to change your business. So I'll see you in the next section and we'll dive in. 2. Business Manager Overview: Okay, So in this section we're gonna go through the business manager. Now this is super important because you really need to have your accounts organized and structured correctly so that you can give access to the right people. You can manage everything, you own everything. This is one of the most important things you can do when you first get started with Facebook. So let's dive into this. We're going to look at the business manager and I'm going to give you a bit of a checklist year. So just follow this to make sure that you're getting setup correctly. So first off, you're going to need to have a personal Facebook account. They connect the personal Facebook account with all your business stuff. So that's like your identity. So you create your personal business count, then you want to create a business manager account. I'm going to show you how to do all of that in a second. But go to business dot facebook.com. I'll give you the links and everything from there. Once you have your business manager, you can create a page or Azure existing one. You want to add all your assets to this. So your Instagram accounts, your pixels, your Facebook ad account, all of your assets, That kind of anything to do with Facebook or Instagram you're going to add to this business manager. And then what you're gonna do is you're going to give access to people through your business manager. So really important that you have that sorted. And then once you have that, We're gonna go through setting up audiences and pixels, then eventually launching ads. Now, diving into this a little bit more, I'm gonna take a look at our business manager so you can kind of see what it looks like. But essentially heel, you're going to have all of your assets. So under accounts are going to have all your pages, your ad accounts, your your Instagram accounts, and your line of business which is used for the attribution tool and that sort of stuff that's more advanced. And then you're going to have your data sources under here, your product catalogs in your pixels. Those are two important things under here. And then under users you're going to have everybody who's in your organization. So you want to add yourself and any of your employees or something like that. If you, for example, want to add partners to a page or an Ad account, you come in here and assign a partner and then just give them the link or the business ID. So you've got some options here. Going down here, you've got the ad accounts. One thing to do with pixels, pixels are really important because when you go into the pixel, you can, for example, go and take a look at a lot of the information under this. So here for example, we can go into the, the, you'd go into a look at the pixel activity and you can see all your events here. You can see if it's firing. You can do some testing events, that sort of stuff. But yeah, you don't really need to do any of this. Just start off with setting it up, making sure you have all of your assets under here. That's probably the first step. And then if someone is requesting access under your requests, you should have all those access points there. And that should be asking if you have one that you need to accept or you can say the ones that you've sent. So that's kinda business manager and going through that, now, these are the steps you need to take. Go to yet business dot facebook.com or you can go to this guide here. And essentially when you go to this, if you're not already logged in, it'll take you to a page to set it up and you see all your businesses Yelp. So once you have that, you just accept everything, you set everything up and then you're ready to go. This is really important because the next steps we're gonna go through, you have to have that business managers set up so that you can go and create all that stuff. All right, great. I'll see you in the next session. 3. Setting Up Your FB Account Properly: Okay, Now that you've got your business managers set up, we're gonna go into setting up your ad account. Now, your ad account is really important because this is where all the magic happens. This is where you are running everything. You have your all your ads and everything structured. So let's take a look at this for a second. So on the right you can see this is the business manager and you can see the ad accounts there. Now, ideally, you want to have one ad account and one pixel per website. This makes it really easy to track. And later on, when you get a little bit more advanced, you can look at having multiple AD accounts. But to start off with, just think about this, I have one website, so I need a pixel and I need an Ad account. From there. You're then going to add all your users and all that sort of stuff. But the ad account is pretty self-explanatory. When you go and set it up, you can just go to your ad accounts here. And then you can go create new ad account. If you are an agency or someone who already has or someone else has ownership of your business account, sorry, ownership of your ad account. You can go on request access there. And you can request access to that. So ideally you can see how everything revolves around this business manager. Okay, So let's dive in here and take a little look, a little bit of a look at the structure of your account. So starting out, you're going to want to think of your account on three levels. So you're going to have your campaigns, your ad sets in your ads. Now, each one of these has different settings that you're going to look at for each one. So on the campaign level you're going to have the campaign type. Now I highly suggest you do conversions. If you have any type of goal on your website, you're going to want to do conversions because that's going to allow you to tell Facebook what you actually want to get out of your ads. So make sure you do conversions. Next level down is going to be the ad set. I'm going to show you all this in a minute. An ad set is where you do all your targeting. So this is where you choose like age, gender, location, all that sort of stuff. Also where you choose your, also when you choose your, maybe your lookalike audiences or the interests that you want to target. So your custom audiences. So this is where you decide or this is where you tell Facebook, these are people I want to show my ads to. And then the last level you have your ads. So under your ad sets you have ads. And usually I suggest having kinda like three to five ads per ad set. This is where you're gonna put your copy and creative, which is really important. You're going to choose the Add type. Where do you want video, image carousel, that sort of stuff. This is also a little bit more advanced, but this is where you also set what are your dynamic features. So if you're doing dynamic product ads and that sort of thing, which I'll show you in a minute. So just looking at this structure here, you can kind of visualize it a little bit. And then we're going to dive into an account in a minute. And I'm going to show you how this looks in Facebook Ads Manager. 4. Facebook Pixel: All right, So this session we're going to go over the Facebook pixel. Now this is really important because you're going to create audiences from this. You're gonna do your tracking for conversions from this. It's a really important step in setting up your ad account correctly and then making sure you're using it to the maximum potential. So with a pixel, and it's going to explain a little bit of how it works. And you want to set this up as soon as possible because the earlier you set this up, the more information you're going to have from the website visitors. So essentially you have the pixel placed on your website and people are going to come to your website. That person who comes to your website, you're going to collect information on them and you're going to store that to the pixel. And then from the pixel you're going to be able to create audiences and do remarketing to those people. So for example, if someone visits your site, they're gonna go to your site. You're going to Pixel them. It's going to save to the cookies. And then you're going to be able to create an audience from that in Facebook to show your ad to them later on when they're on Facebook or Instagram or something like that. Now this is really important because this is bottom of the funnel and this is the warmest possible traffic. So these are the highest possible people to convert into a customer. You also use this pixel to track when you get a conversion. So you can maybe exclude those people who have already purchased or show them different offers and different ads. So it's really important. Now a few things here. As we dive in. As I said, you want to set this up as soon as possible. You have server aside and browser tracking. Now because of a lot of the tracking issues that have come to place, Facebook is looking at alternative options. Now, there's a few ways you can set this up. Now this is the easy thing about going with Shopify or something like that. It's very easy to install. Now, the other option is Facebook is making this much easier by enabling different ways of installing it. So I would highly suggest using a partner integration. You can then select who you are, who you run your website with, whether it's Shopify, WordPress or Google Tag Manager is also a good one. And because you can kind of easily implemented and it gives you some instructions. So definitely follow Department integration that Facebook is set up. If you are in Shopify, all you need to do is go to your Shopify store, go to your preferences, install the Facebook app, and then it will set everything up for you. Just make sure that your pixel id equals the same Facebook pixel id that is in your Shopify and in your ad account, or an ad in your business manager. So again, this is where business manager is coming back into play. Very important to have business managers set up and have your ad accounts, pixels and pages all in there so that you can use those for your marketing efforts. Now, the other thing is if you go and use Google Tag Manager, they will walk you through the process. So this is if you do not have an e-commerce store and maybe you have a custom-built website, or maybe you're using some other content management system. Google Tag Manager is a much easier way of doing it than hard-coding it if you don't have a developer or something. So my suggestion is use Shopify or use the plugins or apps if possible. If you don't have the ability to use apps, then use Google Tag Manager and you should be able to set that up. Let me know if there is any questions you have about that. More than happy to help you answer those. But yeah, that's the quick setup on what a pixel is and how to install it on your website. Make sure you do that before we dive into all of the next steps. 5. Facebook Audiences: Okay, so now on to the next section of creating audiences. Now you want to create these audiences because it's really easy to separate your ad account into prospecting and remarketing if you create these audiences, and remember, you need to install the pixel to then create the audiences. So we're gonna go through those today, how to set those up and what they look like and what you should get started with in terms of that. So let's take a look here at the face for audiences. Now there's two ways to get your Facebook audiences. It's through your business manager or through your ad account. Now, Facebook is forever changing things and swapping things around. So the easiest way is just to being your ad account and do it through there. Because you can kind of do everything in one place, so make sure you have that setup. And now a good idea is to start out with the basics. So the easiest way to get started is to really think about people who have never heard of your brand and people who have heard of your brand. So that's prospecting and remarketing. Remarketing is part of the people who you want to reengage to get them to purchase. Prospecting is where you want to grab someone's attention and get them to take that first step. That first step is visiting your website, maybe submitting their email, submitting that phone number. You're providing value to them, getting them to engage with your video or leave a comment or something like that. That first touch point is really important because once they have that first touch point, then move into the remarketing bucket. Now, a few easy setups that I really start with, with most accounts is I'll create these beginner audiences such as pageview 30 and a 180 day Add to Cart, say to a 180 day purchase, a 180 because you will want to exclude purchases from your prospecting campaigns or exclusionary marketing from your prospecting campaigns. And make sure that remarketing is only included in your remarketing campaigns. Now this makes it much easier when you're tracking and when you're looking at top and bottom of funnel. And there's a whole lot of benefits to this later on which we're gonna go over when we get into the more advanced stuff. Now, these are the audiences that I really suggest setting up. This is what a, this is what a account will look like. So this is how I like to do my naming convention. I will start out, let's take a look down here. So this is what people usually have before they come with us, no naming convention whatsoever. And then we come in and we set up these basic audiences. Now, I like to do it like this so that I know what the audience is and what the day is. Now, a 180 days is the most you can do on Facebook. And so I like to set up all of these different types of audiences. So starting out, do the engagement on Facebook, engagement on Instagram. And because those people are interested in your brand, it's not as warm, but it's still a good re-marketing bucket. And then you want to take a look at doing things like your email list. So I bring that in from MailChimp or something, and then you want to do your purchases. These are all look alike, so this is more advanced, but we're gonna go into that a little bit later. But I'm just showing you what this account looks like because the organization is the key here and you want to be super organized with your audiences and make sure that you have a really good understanding of who is in what audience. So when you do go and exclude people, include people, it's all organized for you and you know exactly who you're targeting. It's very hard to do and you don't have any naming convention. I'll give you a naming convention. Shape which you can use to name your ads and your audiences and all that sort of stuff. And it's how we stay organized. So I'll let you download that in the sections below. But remember, with your audiences, think about prospecting, remarketing as two different types. They are custom audiences are mostly array marketing and set up these basic audiences first, and then we'll expand in the other ones. Now you want to start with your hardest audience. So start running ads, your abandoned carts, and your page view. If you're on a smaller budget, and then as your budget increases, you can go out further and further. So you can start maybe advertising to people who engage with you on social and then people who are in lookalike audiences, which we'll explain in a bit. And then people who have certain interests that is relevant to your target audience. And those people are the types of people you want to engage with. So creating a audiences is really important that within the marketing expand out from there. Think of it as prospecting, remarketing. I'll see you in the next section. 6. Facebook Audiences Demo: Alrighty, So in this section I'm going to go through a demo in how to create those audiences. So let's dive in. All right, so let's open up the audiences. Now, as I said, Go to your ads manager or your business manager and open up your audiences here. Then you want to go to create custom audience. Now you have all these different options. There's so many options you can create audiences from. Anything from the website is using the pixel. Custom list is uploading an e-mail list or something like that. And then you can start looking at all of the social engagements. So for example, the lead forms, if you're using that Instagram account engagements, Facebook account engagements, all these different options, yeah, but start out with your website. Now what you can do here is you can do a few things. You can create website visitors and then put in the day. So this is what I was talking about with creating different audiences based off remarketing. These are all remarketing audiences, and these are all of the pixel events that you can create audiences on. Now. So you might want to do pageview 30. And then when we get a little bit more advanced, which we'll go into later, you can start refining these even smaller if you have a lot of traffic. Now, if you don't have much traffic, Don't refine these because it does get really half or Facebook to target people on a really small audience. So really you want to think about having at least a 1000 people in your audience. Usually the more, the better. But if you start getting to like, you know, hundreds of thousands in your audience and you can probably, definitely refine that down, or even thousands of people in your audience, you can refine that down. So you can have more targeted ads. But you definitely don't wanna go too small. Like anything under 1000 is really small and so you're probably gonna have a hard time keeping that bucket, remarketing bucket full of new leads and prevent that frequency from going too high. So yeah, this is how you create the audiences. Now, if I go back, you can look at those tips here. But if I go back, I can also, for example, go into Facebook page and I can look at people who have engaged with my page and done all of these different types of things. Great audience is people who saved or post or an ad or engaged with the post-war and add something like that because that's showing really high intent. Now, starting out just to everybody who engaged. Now, when you have the social engagements, you can go higher to 365 days as opposed to the usual, a 180 days. So that's another thing to consider. But there's a lot of options in here to target a lot of different types of people. And think about what is relevant to your business and how can I make a audience from the people who I wanted to show ads to? Always think about remarketing and make sure you are remarketing a 100 percent of your website business and social engagement because that's how you're going to get more conversions. So hopefully this helps you in understanding how to set up audiences who dive into the next section. 7. Setup FAQs: Okay, so in this course I really wanted to answer what are the questions that people had about Facebook and Instagram? So I'm putting a frequently asked questions section in there just so you can add just so I can answer some of these questions. I usually get from a lot of brands and other appetizers looking to use Facebook and Instagram. So let's dive in some of these. So first one is, what is the difference between a personal and a business? A Facebook account. Now, a personal one is you as a personal or an identity. So everything you do on Facebook is going to be tied to that personal account. And so the business account is usually the business manager and that's what people talking about. And under the business manager, you own all of your assets and you as a personal profile, I'm going to be part of that business manager as a user. Now, if you own the company, you're probably going to be the admin and the superuser of that business manager. And then you can bring in other people's profiles. So if you have an employee or someone like that, that you want to help manage your AdSense ads and manage all your pixels and all that sort of stuff. You would bring them in as a user. So that's the difference between a personal and a business. Facebook. Now, why can I add my Facebook page to my business manager? Now, a lot of people won't understand. The business manager and agency will set up their page or someone else will set up their page, they'll lose their access because I've forgotten a password or something. This happens all the time now, my advice is to a 100 percent try and set up your business manager properly. If you can't do that, you are going to have to request access to the business manager and who own sorry, request access to that Facebook page. And the person who owns that Facebook page is going to have to accept that request. Now, if you don't have the password to that owner or if you can't access that for some reason, you will have to contact Facebook support and there's a process that they go through to verify that then allows you to move that page or Ad account into your business manager. So go through those steps if you're having trouble with that. Next one is, what should I do when adding agencies or freelancers? Now, this is a big one because you want to own all of your assets and your business manager. So make sure that you have your business managers set up and you are adding your freelancers or agencies as partners to all your assets. So add them as a partner to your Facebook page. Add them as a partner to your pixel, a partner to your product catalog, all of these different things. You want to add them as a partner, anybody who's not part of your company directly, you should be adding as Patna. Next one is, does my page and add account have to be a business manager? Now, it doesn't have to be in a business manager, but I highly suggest you set this up. This is the main thing about this first section. It's making sure you have the correct setup so that when you scale, when you grow, you don't have any issues. Next one is, what if I have issues during setup? If you have issues during setup, asked to Facebook groups, ask Facebook support, or even just try and ask an agency to help you out or a freelancer to help you out if that's who you're working with, say, Hey, I want to put everything under my business manager, how can I do that? And you might have to work with them in a screen share or something like that, or get Facebook to help you out. But yeah, definitely set it up correctly now because it only becomes harder and harder the more data you collect. Because if you have any issues and access issues, you might have to start again and blues all of your data. And that data is the most important thing when it comes to advertising these days. So make sure you owning your Facebook pixel because that's where all your data is. Also your ad accounts because you will know from historic data what's worked, what hasn't, the types of creative you should use, type of copy, you should talk to audiences at work. So remember you want to own all of that. Next one, should I run ads on other channels like Snapchat read at LinkedIn Tiktok, I usually suggest only expanding your channels later on when you are a little bit more established on one channel. Because the thing is you're going to have overlapping attribution. And it's going to get hard to know which platform drove that conversion because every platform wants to say, Hey, I generated all that revenue, I generate all those conversions when a fact is, one person might have converted, but maybe Facebook and Snapchat said that they both drove that conversion because the person saw the ad on Facebook and they also saw it on Snapchat. So start out with Facebook and Instagram and then go to Google and then expand to those other platforms like LinkedIn and Snapchat and that sort of thing. That's usually the structure that we suggest that most people and when attribution becomes an issue with attribution overlap you the insight using attribution tools, which we'll go into in the advanced section. Because that's not for beginner accounts. You don't need to worry about that. So just start with Facebook. If there's any other frequently asked questions that you have or any other questions definitely dropped, sent me a link or send me a message, and I'll be more than happy to answer those for you. 8. Bottom of the Ad Funnel: Okay, So in this section we're gonna get into the actual marketing side of things. Now, we're all set up. We're going to start looking at some of the tactics, techniques, and strategies you need to use in order to improve your digital marketing. So that is looking at my triangle of growth that I have here. So if we take a look over here, you can see there's three corners and these three corners have continually delivered when we are looking to improve an Ad account, a campaign, promotion, and off our whatever it may be. These are the three inputs that will affect your output and that output being revenue, profitability, roe as whatever you wanna call it. Essentially you need to have these three things Darwin, to make the most of it. So first off, we're looking at the number one thing that you really need to have dive in and that is copy and creative. Now this is the first step of the customer journey when they first see your ad. So does your ad grab their attention? Does the copy address that problem to provide a solution is an interesting. Do they want to read it? This is the first one. And I call this triangular growth because over time you can keep coming back to these and keep improving one after the other. So if you have a Campagna like okay, how do I improve this? Look at these three things and think, okay, how can I improve this one or this one or this one? And then you're just looking at small incremental growth. So is it 1% awake, 10 percent a month, whatever your goals are, these how you kind of put, adjust the inputs to improve the output. So number 2 is timing and traffic. Now this one is a huge one if you're running paid ads because you have a lot of control over the paid traffic that you are driving. So you're paying for this traffic. You want to make sure that that traffic is high-quality, so it's got a low bounce rate. They're doing the actions you want them to do. For example, view content to look at the products, add to cart if they're interested in possibly purchasing in initiating the checkout. So showing they have an intent to buy or completing the checkout. So those things are indicators that, that audience is a good audience to target. Now, we're gonna go into looking at percentages and ratios and bench marking a little bit later. But ideally you want to think about what is the quality of my traffic? How can I improve that? That might be changing the targeting, building better audiences, having a better structure to your account so that people go from cold to hot, a lot easier. We're gonna go into that in the next session section. And then the third one is the website experience. So once someone sees your ad, they're interested, they click on it, they get to your website. What is the experience? Are they seeing? What they expected to see? Is your page loading fast enough? Are they able to get the information they want quickly? Are the reviews, are there good product photos or other good explanations of what the product does? All of these different things go into CRO, which is conversion rate optimization. And those are the things that will affect the website experience. Now, we can dive into those a little bit later. I can give you a list of the types of conversion rate optimization things we do on a checklist. So you can do that on your own website to make sure that the website experience is really good. Now, let's jump into this next section. So a lot of the marketing strategy we're going to talk about is going to be segmenting it into two groups. We're going to have top of the funnel and bottom of the funnel. Now, sometimes you can have middle of the funnel, but to keep it easy, we're doing top and bottom. And the reason that we do this is because this is a really good way of segmenting your traffic and understanding when people are coming into your funnel and when people are converting. So the top of the funnel is, this is the, this is kinda like the cold traffic and where you want to get the most amount of clicks for the best rate and make sure that those clicks are good quality traffic. And then the bottom of the funnel, we don't care how much we pay for those people as long as the ROI or ROAS return on ad spend is really good. So you have different goals for each step of the funnel. Now it's really important to look at this because a lot of brands are constantly looking at ROAS for their entire funnel. Now this is a huge mistake that tons of brands make because a person who just discovers your brand isn't going to go and purchase the first time they see your ad. It's usually going to take four to six touch points. It might take two days, might take two weeks, and I take two months depending what your product is direct to consumer. B2c is obviously a much faster conversion window. And then when you're looking at like, you know, enterprise SAS software, that can be month's sales cycle. So really understand your customer, really understand your product and understand that final of top and bottom. And there are a few things and are examples of campaigns that you would want to run for. Top of the funnel is things like giveaways and contests. It's valuable content by lead magnets, that sort of thing. So they might be case studies, they might be how-to guides. They might be special information about solving a problem that your niche has. It might be a benchmark report. It might be just interesting, engaging content. So this could be video content tutorials, all that sort of stuff. The other thing is borrow videos. A great way to get a lot of exposure and fill that top of funnel really, really well. So in an example, we were working with a food subscription company. And what we did was we got that piece of content which they compared the price of going to the supermarket in comparison to getting home delivered meals. We use that kind of video segment. There was only use our site to then use that in an ad on social media which drove millions and millions of views. And we use all those used to drive a lot of conversions and fill that funnel. The other thing is over time, you will find that you understand which ad types drive the best possible kinda top of the funnel results and which ones drive the best possible bottom of funnel results. It usually will not be the same campaign and usually will not be the same ad. Now, when you think about the top of the funnel, to think about what is going to get someone interested in learning more about your brand. Don't think about the purchase yet. The purchase happens in the bottom of the funnel. Now, you may be thinking, okay, the top of the funnel, should I be optimizing to engagement or traffic or something like that? No, still optimize as a conversion event. It might be a page view, it might be a view content. It might just be something lower down the funnel. We still target, we still actually go for purchases a lot of the time because we still want people who are interested in achieving that end result. We just look at the secondary metrics like click-through rates, engagement rates, share rates, that sort of stuff. To understand what is better suited for the top of the funnel. We still want to make sure we're attracting potential buyers. We don't want to say, hey, Facebook, I just want to attract people who engage with content. Because the people who engage with content or people who just click on the conversion segment of completing checkouts because they segment their audiences so that you can better achieve the goal that you want to achieve. If your goal is to get traffic, chances are the people in that traffic audience converters, they usually don't go through and convert. So always use the conversion of men. Even if you are doing top of the funnel, you can move the conversion event from say, a purchase to an advocate, to maybe a view content and maybe a download to maybe a lead. There's a ton of different pixel events that you can use to optimize too. Now bottom of the funnel is where all of the ROI comes in. So you wanna make sure these audiences are always full. And that's what the job at the top of funnel is to fill up your remarketing audiences. Now, down here you're going to have website remarketing. So that's using the pixel and that sort of stuff. When people go to your website, you're gonna show ads to them that follow them around the internet, social media remarketing. So that's if they, if for example, they engage with your Facebook or engage with your Instagram, you are able to serve ads to them. Now, a great use case of this is when you have a really good video and you advertise to the top 50% of people who watched that video. That is a great way to push them down your funnel and get them closer. That conversion. And the third one I really like to use is email and messenger remarketing. So if people join your e-mail list, you want to make sure that you're not just e-mailing them, but you're also putting them in Facebook audiences so that you can not only deliver content to their inbox, but also stay in their news feed on Facebook and Instagram. Because a lot of the time emails market opened or maybe they won't take action within the e-mail where a social media marketing you can be in front of them way more often and, and be top of mind as opposed to waiting for them to open your email. So that is the top and the bottom of the funnel. Now I'm going to give you another representation of how to structure this and the types of messaging they usually happen as you go through this tunnel. So at the top of the funnel you'd have the prospecting cold traffic, which you can see in the blue here. Now, when you start out, you really want to just look at getting that engagement. So the types of ads you want to run as something that's interesting story secrets about your industry, engaging content that people aren't necessarily, that you're not asking people to purchase, but you're actually getting them to engage. Whether it's a click on a social post, whether it's a click to the website, whether it's a sign up for an email, whether it's create a trial account, whatever your first touch point might look like, that's the goal of that campaign. And then you start moving down the funnel here so you can see the next step, problem aware. So that's when you want to start talking about benefits of your product or service, or addressing some of the pain points and problems that they might have with what you've identified as your target customer. Then the next step is solution aware. So you're trying to educate them that you are the best solution. So that's showing testimonials, proof, case studies, reviews, all that sort of stuff. And you'll see this very commonly used in e-commerce when you're looking to try and get someone to Biostat something and you're using all your previous customers to build that trust and credibility. And then once they are aware of your product, if they haven't still converted yet, then you want to start giving them promotional offers or discounts or something like that to get them over the line. Now a lot of the time this is in your hot remarketing. So you are really trying to get that person to convert. And then the last, the last step is to start doing some, maybe some price comparisons and that sort of thing to other competitive than other options. And this point, you can do a price comparison and say like, Hey, I've got a better product and I'll give you a special explicit deal. So you can see that the messaging changes as someone goes from cold to hot traffic. And it's really important to keep that in mind when you're structuring your ad account. Now we're gonna go into this in a few demos, but ideally think about that when you're creating your campaigns. Now when you create your campaigns, remember remarketing and prospecting. We're going to name our campaigns REM or PROMIS for remarketing or prospecting. And those two are going to be excluded from each other so that we know when they're swapping from top to the bottom of the funnel. This will also help control our messaging and our ads, and it will help us deliver more relevant content to the correct audience. So hopefully this session was helpful. Can't wait to dive into the next one. 9. Creating a Killer Offer: Okay, So in this section we're going to go through crafting and desirable offer. Now, a lot of the time the offer is one of the most important things because you can keep changing your copy, your creative, your landing page, and all those sorts of things. But at the end of the day, if the product and offer isn't great, then am I? How many small micro adjustments you make? It's not going to make a big impact. So thinking about how your offer is structured and what type of perceived value there is behind that offer is super important. So we're gonna go through a few things. Yeah. So let's jump into what makes a great offer. So you've got to think about it a little bit pessimistically. So, for example, you are probably one in many. So the consumer has tons of options now with the Internet and with price comparison, shopping and feature comparisons, all these types of tools and access to information has made a choice. A huge amount of work. There's so many, there's so much choice now. So many solutions. You've really got to think, okay, So out of everything that's available, how am I different? How am I better? How does my product compare? What offer can I make to make this really desirable? So I'm going to show you a funnel in a second of how you must think about your Alpha and the different steps you can take to assess what might be a good offer. Now, one other thing to think of when you are creating office is to think of the perceived value, not necessarily just a dollar amount value. I see a lot of the time brands just trying to compete with a massive discount offer. And that doesn't always help because sometimes when you heavily discount, that ends up being unprofitable for you. And it also keep into your brand sometimes. So don't always think about, okay, my offer is just a bigger discount. Think about how can I add more value, whether that's adding digital products to a physical, whether it's adding more access, where it's adding more learning materials, whether it's onboarding, whether it's, there's so many different options that to increase the value with not necessarily just cost. Now a few examples, you can bundle products. You can change your pricing structures, you can do free trials, and you can do stuff for a dollar. You can do tears. So for example, I'm Occitan, things you can do gifted with purchases, even do discounts, upsells, cross cells, buy one, get one free, lost leaders, free plus shipping subscriptions. There's so many different types of authors you can add. Now you've got to think about what, who is my customer, what really attracts them to my brand and my product or service? And then how do I make it frictionless for the sign-up or that first purchase. Once you have that first purchase, it becomes much easier to get the second, third, fourth, et cetera. So ideally, that's why the loss leader was invented. Because, for example, a supermarket would do a really, really cheap deal, wish they would lose money on. So for example, maybe it's milk. They charge a dollar for milk when it actually cost them a $1.50 to get that milk. Now people go to get that crazy deal of $1 milk. But then at the same time, they go and they shop because they put the milk at the very back of the store and they see all these other products like, Oh, I might need this, I need this and so they end up buying more. And so what they came in for, for the dollar milk, they ended up buying some chips, some bread, some eggs, all of these different types of things. And so instead of that checkout value just being a DLA for the milk, that checkout value is now actually maybe $20 because they bought a bunch of other stuff and that store is making a lot bigger margin on those other products. So think about how you can create maybe a loss leader for your brand or how you can craft a really good offer or deal that's going to attract people in. And you can monetize other ways like for example, upsells and crossovers are really important. And that's one of the reasons why we made it too cold high acts, for example, because we identified from the millions of ads that we've run that you can create really good office. And then if you're not necessarily making a huge amount of profit on that offer, you can do bundles, office on upsells and cross-sell. Those are always to increase your average order value or AOV. And then the other thing you want to look at is increasing your LTV lifetime value, which we'll go into a little bit further, further on. But ideally your goal is to get relevant cheap traffic to your sales page and then maximize your average order value on the first checkout, and then maximize your lifetime value, lifetime of that customer. And remember, it is so much easier to convert an existing customer than it is to attract and convert anyone. So you really want to think about how can I sell a second item or happen I upsell this person or sell them something else. So let's take a look at this little chart here, which is really going to break it down into what you might think is a good structure. So here you can see the first step is to add. So at the moment you're looking at the click-through rate and you're gagging, Okay, which one of my aunts has a really good click-through rate, that means my ads doing a good job. It's getting people interested, it's making them click for more information. Now the people you don't get, the people who keep scrolling past. And we're going to address how to. Recapture some of those people or how to make those, or how to make your ad more relevant further down when we go over the ad creative and copy. And then you have the landing page. So this is the landing page experience. So I talked about now this is really important because you're going to look at your bounce rate or your click-through rate to your checkout page, or your sign-up rate, or maybe your lead capture form conversion rate. You really going to be focusing on your conversion rate on this. So that's one of the metrics you're going to want to focus on. You'll get that from Google Analytics or what any other type of analytics platform that you're using on your website or your app. Whereas the ad, right, you're going to find in your Facebook ad account. And the next step is the offer conversion rates. So you might want to be split testing some offers or you might want to just randomly do one offer for a month, then another offer for a month. You need to just start super basic and then you'll get more and more advanced over time. So just start by trying a few different authors and see which one you have a high conversion rate on and a higher average order value on, then you can start getting a little bit more complex with an a lifetime value and that sort of stuff. And then in order to improve that offer, you can see here, after they purchase that offer, then you go in and you increase that average order value by offering our cross-sell or an upsell. Now the stereotypical explanation of this is McDonald's. So you come in to get a burger. And what they did extremely well is they started cross-selling. So the famous phrase D1 fries and a drink with that, or do you want fries with that or something like that? So the person comes into by the burger and they end up with a happy meal or a home meal. They don't really ever just come into McDonald's anymore and buy a burger by itself. Now, that's an example of a cross-sell because you're selling them are the types of products. Think about your brand. What can you cross-sell is? The other packages are the services, are the products that you have that you can bundle in to make a better offer. So for example, you could offer two for the three, for the price of two, or you can add by this as well and save 20 percent. A lot of the time you can do this when you are looking at free shipping. So you can say spend a $100 to get free shipping or something like that. So think about how you can cross-sell to get people to purchase more items. Now there's a ton of apps that you can also install on Shopify to then improve that experience for the user so that the cross-sell happens once they're put at the purchase. So zipper phi, cat fork, bold apps. All those guys have great up-sell and cross-sell apps that you can install on your store. If you're a SaaS product, you might have to custom developed something because I assume you have developers. Now, the other option if you don't wanna do a cross-sell and up-sell. So that's literally just increasing your size. So that's going from a small Coke to a medium or large. Now, this works really well in SAS subscription when, for example, you offer a annual plan instead of a monthly plan, or you offer double the limits for 20 percent off. For example, if you may be selling supplements, you might have your single sup supplement at $20, but you could buy five settlements for 80. So you're saving money on that. So really think about how you can increase the volume so that in that one purchase, you're increasing that average order value because you might not get that chance again, your force them to do this. This is why this average order value increase happens ideally at checkout or after. So people have the option to do it because you don't want to completely lose the conversion by like forcing them to spend more. But you do want to give them the option and you want to make that option very desirable or very tempting for them to do. And then after all, if that happens, they've gone through the ad, they've gone through the landing page, they've gone through that off I've gone through the up-sell and cross-sell. They get to the Thank You page. And a thank you page is where that conversion happens and you're like, okay, that person converted, they gave me a $100, that was my average order value. Then you go back and you cycle back to the average audit. The other offers to try and get them to increase their lifetime value. So this is a great little chart to look at and place all these steps into your own brand and your own funnel. So what type of ads can you run? What type of landing pages do you have? What type of office do you have? What type of upsells or cross cells do you have? And then work on the thank you page. So a lot of the time you can do this pretty easily. Start off super easy and basic. And then you can expand into kind of like a funnel builder or something like that. And then you can also custom built something if that's what you're, you're deciding to do, but start off super easy and low tech as possible, get the hang of it and then go from there. This isn't essential. For example, the ad could be general, the landing page could be your homepage, and the offer could literally be just different copy in your Facebook ad or a different landing page or product page like this does not have to be complex, starts super easy. I can't stress that enough. And this is an ongoing process you're gonna do this month after month to try and continually improve that. So hopefully you understand this concept. Let me know in the comments if you've got any questions about this, if there's anything you want to go over, hopefully this makes sense and account, we jump into the next step. 10. Ad Campaign Set Up: All right, So now we're gonna get a little bit more into the nitty-gritty. We're gonna go into the account structure depending on your budget. Now, everybody's going to have a different budget depending on how much they want to invest and also where they are in the stage of their business. So here I'm going to give you some guidelines and some benchmarks on what you can and can't do or can't do. You could do anything if you want. But these are some guidelines to give me an idea of what you should do at depending on your budget. So I usually will see accounts in these three categories. Will see small accounts, medium, large. So a small accounts that people usually spending less than $50 a day. Now, ideally with that amount of budget, you can't do a huge amount of testing and it's very hard to break it up into re-marketing and prospecting. You want to really try and get the out of that learning stage the Facebook always talks about. And that learning stage requires around 50 conversions a week. If you are on a really small budget, it's very hard to get to those conversions, those conversion limits when you have so many campaigns. Now I say that but the learning phase is not the be-all, end-all. So if you're not making that conversion amount of 50 conversions awake for each campaign, that's fine. You can still run your ads and learning phase. They just tend to do a little bit better when they're out of the learning phase. And I've got all the data they need to self optimize. Essentially, facebook is saying, Hey, I need this amount of data before I can effectively finds the people in the audiences you are targeting to actually go and convert or show my addtwo. So it's not the be-all, end-all. You don't have to be agile learning stage. It just does have more volatility because it's going through the process of testing at a wider scope. It doesn't necessarily know the attributes or it should be narrowing in on. So under $50 a day, look at doing or why campaign. So put all your prospecting, remarketing in one campaign. Keep it super simple and so that you're running that one campaign and collecting a bunch of conversions so that you're getting out of that learning phase. All your ads are getting a bunch of views in social engagements and that sort of stuff. So that you asked best effectively spending your smaller budget on fewer things if you stretch your budget too thin. So say you only spent $50 a day that you have five different campaigns and you're only spending $10 per campaign, you're going to have to have a very low cost per acquisition to ever get out of that learning phase. And it's going to be very high for Facebook to optimize your ads because they just don't have enough data. So under federalism, a dual why campaign, but prospecting and remarketing in the same campaign. Ideally also even in the same ad set. Just know that you're not going to be able to tell what was cold traffic and what was hot traffic. And it makes it a little bit harder to optimize your account. But at that stage you're getting started and it's totally fine to start like that. The next one is between a hundred and five hundred dollar a day Accounts. This is a medium-size account. And at this point you are definitely breaking it out into prospecting and remarketing. You're doing a little bit more in terms of targeting because you have maybe interest, you're using your lookalike audiences, have enough data to populate properly. You have enough traffic to create more specific custom audiences. So for example, people who purchase two2 plus times, people who spend more than 50 percent. The top 50% of people who are spending time on your site. The people who engaged the most, maybe they do 3 plus engagements, or maybe they view 5 plus product pages. So once you have a bit more data, you can create these different audiences that can maybe help you hone in on better lookalike audiences and also serve better ads to hot atrophic. And now you'll have more of it so you can profit better. And so this is the one where I use. This suggests that you want to start doing the marketing prospecting and separate campaigns. Ideally a prospecting you might want to separate into interest targeting and then look-alike targeting. It's not essential, but it does keep that organization. I'm going to show an example of an account in a second and we'll go through that large accounts. You really want to be looking at data. So data driven conversions, you want to be hitting those, those 50 conversions a week. And really using data to your advantage. So using a lot of lookalikes are using much wider audience lookalikes using entire countries. Ideally, you're going to be doing a lot more testing on a larger account to try and find what works and what you can keep spending on. Because if your audiences are too small, you're going to hit saturation point really quickly on those. So you're going to need large audiences. I really suggest looking at the $2 million size for an audience when you're doing a targeting. Ideally that's going to be for prospecting, not remarketing. 2 million would be a massive remarketing audience that you would definitely want to segment a little bit. So that's kinda like the breakdown of what you should do at each one of those spent levels. In order to visualize this a little bit, you can look at prospecting and remarketing like this. So prospecting is usually the behavior audiences. So that is maybe people who live in a certain place as people who drive a certain car to people who maybe are married or have kids or live in a house, there's an apartment. It's all these different attributes, even target-based off someone's behaviors. Interest targeting is things that you will be targeting based off, say for example, I like Nike, I go in like that page and engage with their content. I'm going to be in that Nike interest group. So if I was added as I would target everybody interested in Nike because I know they buy sports apparel, they buy sport shoes. And I'm pops, possibly someone who they could convert into a customer. Then you want to look at lookalike audiences. So lookalike audiences are one of the biggest things you can test. There's so many options with lookalike audiences, it's a little bit more advanced. But what you essentially can do is you can take your best possible custom audiences, which is, as I was saying, people who purchased two plus times people will have a high average order value. People who have a high lifetime value. And tell Facebook, Hey, I want to go find 1% of America that looks most alike, this core audience. And then you can go up to 2%, 3, 4% percent, et cetera. Now, this is still prospecting even though you're using data and this is the medium and the large accounts, remember, the smaller accounts, and you just want to try and just stay to your smaller audiences and get to those higher conversions with one campaign. Once you start getting to the medium and large, you're going to have to be testing a lot of these in different ad sets and different campaigns. As you saw that structure before, you just be duplicating that out. It's a multiple campaigns. Now, when you get to the remarketing, you're looking at pretty much custom audiences. So people who get to the cart page, but don't check out. People who start a trial, but don't sign up those sorts of people. So you're looking at people who were actually made it to your website. These custom audiences can also include social engagements. Essentially, it's the second touch point of the customer journey. And so hopefully that helps you visualize a little bit. Now let's dive in here and go take a look into account. So here for example, you can see this one here is the wide campaign. This one here is the broken out campaign. So looking at the broken out campaign, we're looking at people who are married and interested in puzzles, people who are interested in dusty old things, Pottery Barn, fabric stores, puzzle and Los Angeles. So there's a bunch of different smaller audiences we have gone and targeted here. And this is breaking out our ad set and we're really trying to hone in on what the best, the best ROAS is for the audience. And you can see we're using the same add in all of these. And we're trying to really test the actual audience, not necessarily the ad. Now on the other side of things, we did a wide campaign when we first got started and we did wide everything excluding remarketing. And then we did wide, which hadn't really marketing and prospecting in it. And you can see the remarketing and the prospect in did better who are only spending about, I think ten to $20 a day. And so you can see in this scenario, it's much better to run the wide campaign than it is the segment a campaign, because we're only spending about $20 a day in this. So really focus on where you are in your account because at the why'd you really want to be getting the maximum Anna, conversions for your dollar. And you really want to look at not kind of limiting the campaign so that you are including remarketing and prospecting. Having said that most of these 388 conversions would have been remarketing because Facebook is going to target the people most likely to purchase. And so that first up is going to be remarketing. Once they have taken all the remarketing conversions, then now start looking at prospecting. So you can assume that most of the mix your marketing and prospecting, you can assume that most of the conversions probably going to be purchases. And you can see here there's unique purchases and total purchases. So you can even see some of these are secondary purchases are happening multiple times. The other thing is you can see that when we did why prospecting and remarketing, unique at the carts was down. Cost-per-click was a little bit better. Our landing page with a little bit better. Not by much as CPMs are roughly the same, but you can see I've frequency was starting to come up. So for example, a good frequency is roughly between three to six times a week. So that's a maximum of kind of somewhat seeing your ad or your brand maybe once every two days. Now, once you start serving, it adds up to people too much. You're going to start to hit saturation point and I'm going to start hiding your agile, getting frustrated with your brand. So you want to find a balance between how high you can push your frequency. So frequency on prospecting, I usually suggest you stay in kind of like the two to three range a week and then a month every 30 days. And then on the remarketing, you can go on much higher frequency because they're much more interested in your brand. Once you start getting to higher frequency, you use need to start testing new audiences. You need to refresh your creative. I need to do a bunch of other stuff. But this is a good example of how we did. Why targeting the broken out unsegmented targeting, why tagging the better? Because it was on a small budget. But you are going to run into these being able to spend roughly like 2030 dollars a day. You're not going to really be out there, spend the 23, $400 a day in this type of campaign structure. Because you're going to want to look at spending more of your money on your prospecting. So the 80, 20 rule, 80 percent of your budget should be gone to prospecting and 20 percent on your remarketing. Now, that is going to be a healthy flow of prospecting to remarketing traffic. And you're going to get much better growth and long-term stability. Whereas if you spend 80, 80% of our budget on remarketing and 20 percent on prospecting. You're not going to fill up those remarketing buckets and you're going to hit saturation very quickly, which is one of the issues we see a lot of starting advertisers run into is met a ton of money on their remarketing and they don't focus on the prospecting. So they're remarketing buckets do not fill up and they just keep serving that add to the same people. They keep frustrating those people. They start getting their ads hidden and they will hit instance success. That's why when a lot of first-time and advertisers just launch everything, the brothers looks great, but then it drops off after a certain amount of time because I've saturated those remarketing bucket and they have no one else to advertise to. So that's one thing to keep in mind when you're just getting started. Once you start hitting that point, you'd like, okay, well, now my row has a starting to drop from my white campaign. I need to start exploring, adding in more campaigns for prospecting to fill up those remarketing buckets. Because if you just keep serving the same ad to the same people, you are going to see all your ad relevancy scores start to drop. So you can see here, you start seeing all of these dropped. You start seeing people getting a little bit angry. Look at your comments. People will start commenting mean or rude things if you start saving it too much. Yeah, if you look into scale, really keep an eye on your frequency, your comments, just make sure that you're not oversaturated your audience. And when you do start to oversaturated, start looking at expanding. So over this section was really useful. I think it's a great way of representing where you should be at depending on your budget. And again, this is not set for every single brand. Every single brand is different. So you do need to test all three options. Some brands do really well, staying on why some brands need to be broken out in different campaigns and have a very specific funnel so that you can walk people and educate people through the process. Usually this is more in depth. Products or more complicated products need much more complicated remarketing funnels. Whereas maybe if you're just buying a fidget spinner, there's not really much to that. You just need to show them the product and they want to buy it or not. There's not really much education needs to go into it. If you are doing some sort of gadget or something that's a lot more complex. You're going to need to do a lot more education, a lot more on the benefits, a lot more of the features, lot more of that comparison to other solutions. So you're gonna probably need more campaigns. You're going a day different targeting for different people. So over this was really helpful. Can't wait to see you in the next session. 11. Ad Campaign Set Up FAQs: Hey guys. So in this section we're going to go off the frequently asked questions around AD account structures. These are a lot of the questions I get frequently from people who are just starting out and also people who are looking to kinda take that ad campaigns the next level, so first one, what tool should I build if I wanted to build a funnel? Now you don't have to go to funnel. You can literally just laid to your homepage or you can do a product pages or sales pages on your website. And that can be a great first step. Now if you want to get more advanced, you can look at stuff like high acts which we built for this exact reason. You can look at things like click funnels and Punjabi. Those three really good at building funnels. And the process of the funnel is to have a first page, second page, and up-sell or downscale, cross-sell, something like that, and then a order confirmation page. Now, this is much more advanced. And what you're probably gonna wanna do when you need to really get more incremental improvements. Start out by just staying super simple. You don't have to have a sales funnel start with. That's one big thing that always scares advertisers away. They're always like, Hey, do I need to have a sales funnel? You don't need to have a sales funnel to get started. Next up is do I need to have a middle of the funnel? So there's a lot of kind of structures out there that say top, middle, and bottom of the funnel. Now, as you get bigger and bigger accounts and as you get more and more advanced, you can add in a middle of the funnel. So this is people who know about your brand but haven't necessarily been to your website yet. So the middle of the funnel can be good because you can get a more granular view of your funnel. So people who have never heard of your brand, people who have made it to know of your brand, but haven't been to your website, people who have been to your website. So you can segment them a little bit better. Again, this is only if you have a higher budget, do you need to start doing that? Remember, the first small budget is you have no up and bottom, upper and lower funnel. You just have one campaign and you're using that for all your remarketing or your prospecting in one. If you have a little bit more budget and you've got a top and bottom of the funnel. Most people will be in that range 100 to $500 a day is a descent of advertisers. And then when you're wanting to go from 500 plus a day, that's where you want to start looking at more advanced structures using different types of tools, using top, middle, and bottom of the funnel and that sort of thing. But again, if you're starting out, do not over-complicate it. Just make it super simple. Really focus on your creative and copy, your landing page experience and your offer. Those three things are fine getting started. Then once you start getting a little bit more advanced, you can start thinking about segmenting your traffic a little bit better, optimizing those, those three corners of that triangle a little bit better. And then as you get to more advanced, you're doing a lot more optimization, a lot more testing, and you're really trying to find what works and use a lot more data. Okay, next one is what can I use my top of the funnel ads? Now I gave you some examples before, but really you want to think about what is going to get the most shares, the most tags, the most engagement, and the most interests, while still being relevant. Now, you can post something that's not relevant and get a ton of engagement. But if it's not attracting the right people, those people are never going to actually turn into customers. This is another reason why I always suggest to run conversion campaigns, because if you're attracting people who just click and engage, they have very low chance of actually converting. We've done this tons of different split tests on this because we are always wondering, Hey, we can get way cheaper engagement and clicks. Why don't we use after top of funnel, we always find that the long-term strategy is to use a conversion campaigns because Facebook tends to bundle all these people that convert into that conversion campaign type because they know that's what advertisers want. They want people who convert. So the ads think about case studies, user-generated content, which we're gonna go over and second, reviews, how to guides, quick tips, that sort of stuff. The sorts of things where you're providing value. Think of the top of the funnel as you need to give some value to your consumers first and then in return, BAU then come and check out your site. If you have a good enough offer and it good enough for your marketing funnel, you can get them to actually purchase. Next one, how do I get PR content? So I gave you that example with the, with the home delivery service for food. So that was a PR feature. Now PR features are really good for top of the funnel ads because it makes it look like it's coming from a third party. So it's not your own brand saying your brand is awesome at someone else saying, Hey, this brand is awesome. There's a bunch of PR sides you can use. I'll make a little list and put it together so you guys can, so that you guys can use some of those. But essentially, you want to connect with a blog or a new station, or somebody publishes PR, press releases on your industry if possible. And then obviously you can look at just general PR releases. As a whole. You don't need to have this. It's a luxury for sure. You can start out much easier and just create some good content. So good how-to videos and good tutorials and good tip videos start there. Once you get some traction, you can then go and look at what content does best and then try position that with a PR company. So for example. The ADA Canada, I was showing you where we did the wide thus the split out ad sets. That ad was actually a PR released by Katie LA. It's like a TV station, I think, based in Los Angeles. And they just pick up stories of local businesses doing well. And so that's what they use as the leading ad for that account. Next step is, what is UGC and how do I get it so that I can use my ads? So UGC stands for user-generated content. Now this is really good because very genuine. And ideally, you want to collect this when someone has your products. So in your e-mail marketing drip, when someone purchases someone a week or two later, send them another email that you'll give them something. Maybe it's a free product, a discount on the second purchase, a offer or a coupon code for them to share, something like that. So that in exchange for that, they will make a video and explain what they like about your product, or how they use their product, or how your product improves that daily life. This is going to be really good content which you can use nonlinear ads, but also in your sales pages, your other emails and that sort of thing. Now, the other way collect user generated content is to go to your top, highest LTV customer's lifetime value. Customers go to those guys and say, hey, I'll give you if you're a subscription on TV, you next month free. Or I'll give me, hey, if you're selling coffee, I'll give you a free bag of coffee, or you give them some free product in exchange for that content. Because if they've got a really high LTV diagonal, they have glowing reviews and I'm gonna make some really good user-generated content. The other thing is to use influences, sending influences your product and getting them to post is a great way to collect user-generated content as well. Because they do this all day, every day for many other brands. So they can usually make pretty good videos and take pretty good images. Now, a lot of the time it's hard to take on all of the influence of marketing on your own. So think about if you have any personal connections to someone who has more than 5000 followers on Instagram, facebook or something like that. And then get them to do that as a favor or personal favorite just for free product. As soon as you start looking at the medium to large influences, then you're going to have to start looking at contracts. You're gonna have to start looking at negotiations and that sort of thing. It's always a lot easier to start with. Smaller accounts, have some sort of personal connection with that person. Even ask in Facebook groups and that sort of thing to see if anybody in your industry has a small little following and they're willing to get some product in exchange for some free videos and that sort of thing. That's how we go about getting these Derrida content a lot of time, but it's very easy to add in. We use a tool called Video appeal to your e-mails. If you want to put that in your post-purchase email drips. Next up we have what Benchmark should I go for? So we have this massive calculator that we use all the time, which I'll give you the link to. Let me open this up. So I'll give you a link to all of these calculators. But we have the goal-setting calculated here. And this is really good because I put in a lot of these benchmarks. Hea my rule was done for ROAS is you want to be between 24 if you are focused on a onetime purchase. If you are a subscription, you want to look at CPA Cost Per Acquisition and lifetime value. So he's looking at two to four row has go under two. You want to be optimizing. You don't increase your spend. Between 24, you want to be gradually increasing your span, maybe five, 10 percent a month, and trying to stay in that range. And then above four, you want to aggressively be a scaling your span because you want to make sure that you're getting everything that's available to you. Wallets working because ad accounts go up and down regularly. And so you wanna make sure that you make the most of the opportunity you're given when you have above formulas. So try and scale that. Now. Again, this is highly dependent on the account, some accounts that we work with. They wanted to stay at a 1.5 row as and stay at break-even because they know after the first purchase, they usually sell them three or four other products. And that first purchase might only be 50 dollars, but their lifetime value was maybe 400. So they're happy to spend $30 to acquire that person for the fibula purchase because they know on that $30 purchase they're going to actually get $400 in within the next six to 12 months from that person. And then other brands want to really spend very little bit maximize their revenue. So they're like a 20, 20 row as or something like that. Not much Scaling happening that really just looking at making the most of that remarketing audiences. So this will highly depend on what brand UI and what your goals are. But this is a good rule of thumb to follow two to four row as range. And that works really well. Now, ideally, when you are looking at all of these other metrics, this is generally what we see in eCommerce. Saas and services is a lot different because the variables are much bigger. So yeah, you can use some of these. We also have a calculated here that will benchmark everything for you. So you'll be able to kind of get an idea of what you should be paying in terms of cost per click, cost per 1000 impressions, and what that will look like in terms of revenue for you. So you can use this calculator to predict or to plan out your media spends. Flowing through here is your prospecting section. You'll put in all of the white fields. So you're putting in what you're, how many clicks and landing page views of purchases you're getting. So what we'd like to do is we base this on last month. So say it is December. Let's take november stats, put them in here and see what happens when we put in different budgets or we adjust things. So from that you get your conversion rates. You want to put in your budgets and your frequencies and everything. So you might want to be like, okay. In this example, you can see all of the outputs. You can see my profit is 5000, say 16 thousand dollars you might think about, okay, well how can I adjust some of these things? May be decreasing my SPM, maybe decreasing my frequency or increasing my click-through rate. How can I adjust all these different inputs to affect my output? So this will help you plan it. And so this side you're gonna look at purchases, decide you're gonna look at Leeds. And then you're just gonna put in all of the white field CL. And you're gonna go through this section and you're going to get a lot of information that's scanned out for you, all planned out for you. This is all based off a bunch of data that we've collected and a bunch of calculations that we constantly use to manage more than a million dollars a month in revenue in ad spend. So this is by constant improving process, this calculator. But we do, do a good job of setting this basic structure up so that you can use that to hopefully try and improve your ad buying and get a bit of an idea of what your estimates are going to be. We do include your tax and all that sort of stuff so that you'll know what your actual breakeven is because your row, as in Facebook, is at a one is I spent $5, I made $5. But on your five-dollar product, you're probably got cost of goods. So that's not getting factored in. So usually brands want to beta 1.5 row as to actually break even once I factor in those additional costs. So make sure we put those in there. And you kind of see all of the breakdown of all the metrics you can look at. So you can look at here your lifetime value. You can see your total revenue, your total expenses. You can see your ad span. You can see a profit, your cost of goods, unique sales, cost per purchase, break-even cost per purchase. Euro as your ad account, your overall row as with all expenses. And you're all expenses break-even. So uses calculator. It's a great one for planning out your ad spend. And this calculated here is really good for planning out your total growth. So for example, this is taking in pain and organic traffic and conversions. So you're looking at this as your overall business and you're not just looking at your paid advertising. So do both of these exercises and you kind of get an understanding of where your breakeven row as is, you'll get an understanding of all the different metrics of your site for prospecting, remarketing, and then total. And then you'll be able to really get a much better idea of what you can and can't pay for a customer. What limits and what limits you're going to have. And so this is going to be really helpful for planning out your campaigns and getting an understanding of your profitability. Because you want to make sure that if you're going to scale your scaling in the right direction and you're doing a profitably do not want to scale and then figure out six months later, oh, actually, we're not getting that much revenue per customer. Our average order value isn't that our lifetime value isn't that, our conversion rate isn't that. So do these exercises, get a rough idea and then look to see how you can continually improve those three things that triangle I was talking about to continually improve these metrics in this benchmark shape. So diamond there. Take a look, I'll put the link below. Let me know if you've any questions about it. And I can't wait to get into the next session. 12. Building the Top of Ad Funnel: Okay, so now we're going into the advanced section. So by now you have a good understanding about setting up your Facebook business manager. What audiences are setting up your ad account? Also understanding top and bottom of the funnel a little bit. Understanding offers and that sort of thing and what goes into kind of laying the foundation. Now, this more advanced section is gonna go into more of the things like the types of ads to use, touch, creative copy, all that sort of stuff. And the more in-depth detail strategies and what we use to run and manage our accounts. So let's dive in here and I'm just going to go over this a little bit again. I want to show you this chart for the top on the bottom of the funnel and looking at the top where all your prospecting is, looking at the bottom or your remarketing is. So remember those very clearly. Hopefully from the first session of this. Now top of funnel, we're going to focus on a few different ad types. We're going to have a contest giveaways and then all the quizzes. We are not the viral videos, PR videos that sort of staff user-generated content, all of those different types of things you can use at the top of your funnel. And then we're gonna go into some examples about kind of like the ads and the messaging and that sort of stuff that you should be using at the bottom of the funnel. So I just wanted to make sure that you've seen that and render that. So let's go into how do you build the top of funnel. So a few of the ads here that I really suggest have done really, really well. You can see in these two, they've gotten, I think it's millions and millions of years between them. Yeah, 22 million on the first one, the two on the second one. So these have got a lot of video views and now those video views turned into customers are one in all the cases because we didn't want to remarketing. So the top of the funnel was the viral video which was the PR release in these cases or the interesting information. The first one was abrasive company. They got featured on the Today Show. We took that and leverage that to create a lot of buzz. And this didn't happen overnight. Obviously, there was a lot of work that went into getting that Today Show spot. You can start at a much smaller scale, starting with your local news or local outlets, or local social media channels, local influence, the channels, that sort of stuff. But the same concept, you want to have some sort of value. Add interesting content, built a ton of engagement, likes views, shares comments, views, views you use. I keep saying these, but you want all of that engagement in there so that you can use that new remarking funnel. Now these are very cheap ways to acquire eyeballs because as people share, that's called an earned impression. Now, earned impressions are super important and that's what makes social media marketing. So I suppose capable of hitting the viral factor. So the viral factor is when you get a lot of earned impressions essentially. So you have a piece of content and I show that piece of content to John. John's like, hey, I like this ad, I'm going to share it. John shares that with 10 of his friends. He hit Share on the newsfeed. And those extra 10 impressions that I got, I didn't have to pay for John was the one who shared that and we didn't have to pay for those impressions and say to those people purchased from those 10 that John shared it with those two purchases? I didn't even necessarily pay for. I only pay for the impression to go to John. So you can see if you're doing this at scale, it turns out to be very, very profitable if you have a lot of shares. So this is why one of the key metrics we focused on top of the funnel is to share ratio. I'll show you in one of the ad accounts when I go through all my columns and which columns I like to look at and which columns like the setup and I'm optimizing my campaigns. Now, a few things to note here. Check out some of the other guys like Harmon Brothers, they've created some really good viral content that's not necessarily PR. So these are videos that are interesting, funny, and engaging. And then it's the same concept. Once you have the video, you then go and build the social engagement, build their own impressions, and then follow up with your remarketing. So those are some examples there. And a great top of the funnel strategy using US January content PR, all that sort of stuff. That's going to be a great value add video the people are going to share. And the next one that we use a lot is giveaways. Giveaways are great because everybody likes to engage with giveaways, contests, and the gamification aspect of these is massive. A lot of the time we will create a prize that's very relevant to the person we're trying to target so that they're actually interested. Usually we'll see two to three x a click-through rates on giveaways and that sort of stuff. So it's a great top of the funnel strategy of getting a lot of people aware of your brand and then into that remarketing funnel. So make sure that you choose a gray price that's related to the type of person who are trying to attract. And then make sure you're using some sort of referral gamification, gamification system behind it. That's why we'd go Viper and that's what we use. Because you kinda like scratched out an h on that one. And the gamification and viral factor is really important with those giveaways because again, you're tapping into those early impressions, which makes you a top of the funnel, very, very wide for a very low cost. Now, you'd still need to make sure that the price is relevant so that you're attracting people who might eventually become customers. You don't want to give away $1000 Amazon gift card because you might get hundreds of thousands of e-mail sign ups, but maybe very few of them and actually interested in buying a product. So think how unique is my product? Haem Nietzsche's my product. And then think if you, if your price is relevant to them or if people are just entering to get a free something. Because it's super general. Now a few things to keep in mind that this is make sure the creative shares the price. Here's the value. Really make sure you are honing in on your target demographics. So this one, for example, was a supplement company. You can see here it's very focused on the person who goes to the gym. All the weights are the the prize. We're focusing on people who take supplements, usually people who lift weights and go to the gym. So calling it a home gym giveaway. And so this works really, really well in generating social engagement, as you can see, generated 20000 plus emails and generated a lot of sales from that as well. Once all of those e-mails convert it. And then we also got some direct sales. Once they give away ended we gave run our prize and that sort of thing. So think about giveaways is a great strategy. This strategy doesn't work a little bit too well. So Facebook and social media does tend to try and prevent people from running these on the platform. So you usually do have to have your own landing page or something like that to make these run. But the ads are still fine. They still approve all the ads and all that sort of stuff. So do that what you can do, a few other types of referral marketing that you should incorporate in your company. Giveaways and contexts is easy. Referral campaigns. So once someone becomes a lead, put them into a referral campaigns as they refer friends or get discounts. That's all same with your loyal customers. Put them into sort of like an ambassador program or something. There's tons of apps that will do this, whether Shopify or standalone apps. And also referral marketing includes affiliate marketing. I know that's not a sexy word anymore, but affiliate marketing is still a great way to give assets, information, and content to core group of people that will then go and refer customers to you and you pay a commission on those referral marketing is obviously a little bit different here. A pair commissions usually give out free product and free coupon codes and that sort of stuff. Think about what is best for your company. Another thing that we've had a lot of success with is gamifying everything with leaderboards and waiting lists and that sort of thing as well. If you are launching a product, you want to build that high up, you want to create value. You want to get that top of the funnel full so that when you do launch, you can start marking that bottom of the funnel and say, Hey, my product or service is now available, you can now go and purchase. So one thing that a lot of brands overlook is the, is the referral marketing side of things which is really important because a referral from a friend, family, or co-worker is going to have ten times the impact of an ad that someone sees from the brand. Now another cool little strategy that we've used with influences that also kinda back ties into for our marketing is we'll run those giveaway ads or run regular ads through influence their ad accounts. And that will be great because then it's someone else saying, hey, say I sell surfboards. It's hey, Jeff, surfboards is awesome. You should go by there. And it might be Sam who's saying that, or SAN is an influencer who serves maybe. So you can see that it's much better when the referral comes from a friend, family, coworker or influencer, rather than the brand saying, Hey, my product is also knew she'd gone buy my product. Same way that user-generated content works. This is a great strategy to use. So a few referral marketing tips, position your campaign and creates kind of mechanisms to encourage referrals. A lot of the time we use gamification system. So having a point system, the more they refer, the more they share them or they tag or more points they get, and the higher their chance of winning. So there's a lot of different types of tools you can use to do that. Let me know if you want a list of those. The other thing is set a really good price. People are not going to go out of their way, sign-up, refer their friends and all that sort of stuff for prizes or aren't that good? So definitely put some thought into it. Again, think of the perceived value, not the dollar value. So this is the same thing when we were talking about the office. How can you do a really good perceived value as opposed to just focusing on the dollar amount value. Also reward your top referrers handsomely because those people are the ones that are really pushing your brand. Saying with affiliates, really reward the top 10 to 20 percent who were doing a lot of the work. We call these bonus actions, but use bonus actions with those points. As far as actions to things like getting people to tag their friends in Instagram or getting people to leave a comment on a blog post or submit some user-generated content, things like that. That gamification system is really easy when you're doing giveaways. And getting that type of content is very easy as well. Okay, so going into this, we'll take a look behind the scenes in this one here. And we'll open that up. And it's kind of behind the scenes and running a giveaway with paid ads. You can see we generate a lot of participants. And you can really run a good way around anything. Yeah, this one was a photography service. They sell. Photography software. And so they gave where drone on and they gave me a camera packs. So that would give me why does camera pack you can see the big list of things here. These are the software tools that they sell. This works for services as well as extra services as well as actual e-commerce store products. You can see here these are some additional prizes. So they're just discounts or free product were shown, reviews were showing places this pipe, this brand was seen giving a little bit of an intro and how it works. And then this is a really important part, the gamification side of things. So make sure when you're running these contests and giveaways and referral marketing, that everybody has their own referral code. And then you have these types of bonus actions like comment and share on a, on a Facebook post, tag on Instagram or upload an Instagram story. Submit some content, watch a YouTube video, all these different types of things. So you collect these points and these points on mark these additional prizes and also increase your chance of winning. So that's a quick rundown of referral marketing, which is one of the definitely one of the more interesting strategies you can use. Now behind the scenes on the Ad account. You can see here this is the type of campaigns that we've run over years total 30000 dollars spent and 80 thousand leads. So $0.40 a lead. And you can see here that the actual ROAS and the amount of purchases tracking facebook is not actually that great. Now, this is a really important point because it's not about getting the conversions on the top of the funnel. It's about building that audience. So this, for example, you can see here we had a click-through rate of one to 1.25%. So that's generating a 155 thousand page views, 15 million impressions, and a CPM of $2. Now this is all still optimize to the lead conversion events. So these people are still interested in completing conversions. So later on when we ran our Black Friday Cyber Monday deal, or we had a big sale coming up. All of these, you know, 80 thousand people ended up buying because that deal with right? And ended up generating, you know, tens, hundreds of thousands of dollars, which definitely trumps the amount of ad spend we had. Now I know if you're getting started, this is way out of proportion, but think about how you do this on a small scale. The other thing is, make sure you're not only running Facebook ads and generating revenue on Facebook, but also think about diversifying and having an e-mail list two. So this is kind of like a behind the scenes on a giveaway campaign. You can see we've tried some wide campaigns here, so we're targeting everything but excluding remarketing. Remarketing only we're doing interest bundles around photographers. So if we click in here, you can see the types of ads we're running and and hold on. Let me go back to this so I can show you the targeting. So we're doing the conversion leader. Then you can see here we're excluding everybody who's already a customer or anybody who's visiting our site or already a lead. We're targeting some top countries. We're limiting the age and also matching some different interests that we know our target market is in. I really highly suggest that in your news feed it's usually the highest quality traffic. And then going out from their audience network can be great, but usually it's a lot of lower quality. So just be careful when you do that. Usually for prospecting, I don't click Audience Network. Usually I will just focus on the main Facebook and Instagram channels with prospecting. And then I'll do all placements for a marketing because I just want to get my ad in front of as many people as possible in that remarketing bucket. Now, going back here, Let's take a look at some of the more recent ones I think giveaway to maybe actually I, this one's probably the most recent. So here let's take a look at this ad. And we do dark posting, which I will go into in a little bit later. But just as we load these ads up, I'll give you a look to see what it looks like. So this is when a DJ Maverick. So this is another giveaway around with these guys. Ideally, you want to show off the product, show off the prize. And you want to really focus on making sure that value and the when is there, because that's how you're gonna get people to click. That's how you're gonna get people to engage. So that's the kind of ad that ran. And you can see the cost per conversion very like varies over which audience you're targeting. So this is really important because you need to think about, okay, um, you know, how can I attract new customers or how can I get more people into my top of the funnel, which I can then convert at the bottom of the funnel. So that's one strategy with the giveaways. Now moving down the list, we have influences. So this is another great strategy to get top of the funnel filled up and one of the ones we love to use. So in this case, for example, we have this influenza. We were running this ad through his ad account or his page. And then here we were able to generate a huge amount of views and engagements, which we would then go back and remark it and make sure that we were driving direct conversions from this campaign. Because we were definitely optimizing to row as on there. So it is a much better strategy to have someone else say, how would your brand is as opposed to you yourself as the company say, Hey, my brand is awesome, you should buy from me. So a few things to note here. Make sure the influencer is active in the comments or even manage the comments for them. Make sure that you have that connection and you get a good deal on access to the page. You don't necessarily want to give up too much revenue per sale or you don't want to pay too much for maybe an influencer that doesn't work out or that isn't a good fit for your brand. So make sure you vet who you're actually going to do this with. Next section here, top of the funnel and user-generated content and slash reviews. So this one is really good because it's a great way to humanize your brand a little bit. And on social media, you did not have to have high quality production to run videos. For your ads. People are constantly scrolling through, looking at more organic content stuff that people are just making on their phone. People aren't editing that content as much, so it's fine to have user-generated content. Now remember how I talked about getting generated content after someone purchases, you should send them to the post-purchase email drip, which you should have set up and then have a link in there for them to submit that user-generated content. Ask them to tell you to the camera how much they love your product. Ask them to show you how they use your product or awesome to give a just a general review or feedback of the product. Now this one, for example, is a, another food subscription company. This one was a home cooking video of how to actually cook the chicken. And it's really quite a basic concept of them just literally showing how they cook the brands chicken. But this generates a huge amount of interests because people are interested in how to cook this and how to make the best of that product. Now this is great because you can use this as user-generated content. I'll show you later on one that has actual reviews instead of user-generated content. But you can really put this into action and collect that content so that you can use it in your ads. Now, this is a great way if you don't wanna go into your own photoshoot and it's much more organic. All right, so now we're going to look at middle of the funnel, which is a little bit more, a little bit more advanced. So here this is more warmer audiences. As I mentioned before, these people who know what you know your brand, but they haven't quite been to your website yet. So this one, we're really focusing on the benefits of the product, showing the product and giving them the option to go and purchase. We're also increasing the kind of like the, I suppose the, as far as where we're moving rejections. So for example, you can see here we've got a one-year money-back guarantee. We're saying The flavor is delicious. We're saying one, it's only one scoop. So these are all things that are important to the customer. Supercharge your mind and your body. People want to do that and be fatigue. So all of these things that we've got in this copy and this creative, we understand that that's what the customer's pain points are. So reading this out, it's possible to fight off the fatigue, tiredness, and maintain high-energy levels throughout the day. So that's one of the main pain points that these customers have that actually go and buy this product. If you're tired during the day, I feel like they're fatigued. So Super Greens helps to maintain your focus and not feel exhausted by the end of the day. So some of these things are addressing the problem, saying you're the solution and then reassuring people that it's a good choice and in good solution for that problem. Because we're saying there's a massive money-back guarantee. It's very easy. It's only one scoop and you're showing the product and what it looks like here. So when you're running these ads, you really need to think about who you're targeting by this point, they possibly know who your brand is. They kind of know what the problem is, but you still need to say what the problem is and give you your solution. You can see that we have called that out. You can also give more information. So more information in this case could have been how many reviews we have. It could be other, other celebrities or brands that use this product. It could be some of the ingredients that we include. It could be fast shipping times should be free returns, that sort of thing. I know these are much more e-commerce focus, but it's kind of like this example. The other thing you can do is in the middle of the funnel, you can start introducing offers. So remember how we want to have all the different types of offers you can do. So think about some of the offers that you can put in there, and then also use scarcity. So for example, scarcity works really well when you're doing a sale or an offer, you can say that this is only available for the first time. Customers, or it's only available for the first 100 accounts. There's so many different ways that you can add scarcity into your offer. Now remember, the offer is one of the biggest levers that you can pull when you're trying to turn your role as around or ROI on your ads. So let's go over to the next one. So bottom of the funnel, this is kinda what a bottom of the funnel ad looks like. So a few things to point out here. We're definitely just listing off the features and benefits here. We're really trying to hit on those points that people who are really interested in. We're adding in a discount code because we really want them to go and make that purchase. We're making discount code known here as well as in the title. You want to have it in multiple places by the time they are at the bottom of the funnel, I'm ready to convert. You need to make it as easy as possible for them to go and complete their checkout. Now a lot of the time these ads we will link back to the cart so that they don't even have to go through the website. They just go to their cart where they've already added that products. So you can see, but also just showing the product, there's nothing much to it apart from the product. And we're using, in this campaign, we're using images and video. Images do better because it's very quick. They don't have to think about it. They're seeing the brand. They're like, Oh yeah, I forgot to check out all gray. There's 20 percent off. I'm going to go make that purchase now to get that. Now another thing we could have done here is I maybe adding in some more scarcity to say, Hey, this deals only available this week or something like that. Few things to remember when writing copy gets straight to the point. Try and only do one to two sentences per paragraph. You really need some space it out a lot. Again, call out the problem, call out the solution. If you can use emojis. Emojis are really good at separating up text. You can see this is much easier to read than just a slab of text. I know this is expanded, but you would see kinda like the first three lines here. And then you would open it up more. And that is one of the reasons why you want to put the URL at the bottom as well as the Shop. Now, you add an extra call to action button. I want an extra call to action point to your ad as opposed to just having it down here. And people, if they are interested in reading through and it's an easy click-through and they can see the domain. It's very transparent and they know exactly where they're going. The other thing is, we're using a coupon code in both the text and the title that we talked about, where also adding some credibility here that voted the world's best bottled water company. So there's a lot of things we're doing and there's that's really pushing them to make that final conversion. And you can see how this ad differs a lot from this ad or this ad here where there isn't a single mention of a sale. Here, we are doing a little bit more selling just because we're running it through this influence from we only had a certain amount of time that we could run ads for it and we only had access for certain amount of time. So if you're using influences, you can go a little bit more direct response user-generated content. We're doing a little bit of selling here, but it's mainly about the tutorial that I think this is a decent length video and it's a really stepped through guide and how to actually cook a chicken, roast chicken. So you can see how the sales messaging gets a lot more aggressive as you get down the funnel. Now another little hack that people do not do that. I see all the time is people not responding to comments and not selling in the comments. Now this is a great place to convert those people who are maybe on the fence a lot of the time now, social media will allow people to ask questions and it will give you the option to reply to them and provide a solution and a link. So you can see here, same company we're offering and people are asking questions. And then you can see the answer is here or the link out to the actual store. So this is an extra call to action that this brand was able to add to this same ad. And this is why you want to use dark posting, which I'm going to go over later and use one add across many different audiences so that these comments build up. And you can keep adding more and more and more call to actions as people go through, they see the ad, they read the comments. Because people do read comments. It's almost like going through and reading reviews. If there's negative comments on an ad, people probably aren't going to go and buy that product. It is really positive comments on an ad. People probably more likely to go and buy that product. So definitely monitor you. Comments, few things, yeah, few notes. Reply and engage with comments as much as you can share coupon codes in your comments. Mentioned scarcity. If you saying you're running low on stock or something like that, add more educational information. You don't have much texts that you can put it in an ad. So add extra information, extra credibility in the comments if you want. You can also try and up-sell people in the comments. So say for example, people were looking for, this is a water subscription. Maybe people were looking for a six month or a 12 month plan. Link to those plans in the comments as you're answering questions. A lot that you can do in here, and a lot of different ways to add extra call to actions. Now, this is another example of user-generated content, as well as the reviews. So you can see here this is a Carousel ad. We have uploaded all the user-generated contents. So we sent instructions to everybody who purchased and we selected these people and said, hey, if you, if you make a video explaining how you put this hair product in your hair and how it makes your hair feel will give you some free product and will pay. So here, for example, they made some great video content that we then turned into ads. And we also added more. To this ad by also pulling out a quote from a little magazine. So we're adding two sets of credibility. There were adding the credibility from a authority in the industry. We're also adding credibility from the fact that we have these videos from customers and they're showing us how to use a product and how it makes them feel. So those two ways are less aggressive ways to show credibility and also get people more interested in your brand. Now a few things to note about this. Copy is user-generated content can be video as well as text. So you can actually take quotes from customers who leave reviews and put those in your ads. It's a really easy way to write ad copy and it works really, really well. Make sure that you just say who actually said it, be honest, say the full name. You could say Jack dot p instead of Chad Paxton. So you can hide the name a little bit, but definitely try and put a name to the quote. It increases the like the feeling that it's actually real. Or you can take quotes from authority, publications that have talked about your brand. Now with video, what would that add in general, you need a hook someone in the first three seconds. So adding emojis, adding video, adding play buttons. While you don't add the play buttons, Facebook does that. But really making it obvious what the value is within the first three seconds is really important. Okay, So now we're gonna get to copy and we're gonna go over a few examples here. So some really easy ways to write some copy is again, to use a user-generated content aspects. So taking reviews or taking statements from public authorities in your space. So for example, in this Facebook post, we've taken a little magazine said about this haircare brand. And we've also got some user-generated testimonials and reviews in the ad creative too. So this is kinda like a double-whammy, but a great way to write ad copy if you're not very strong writing copy is to take testimonials and reviews from customers. Take things that other publications have said about your brand. Take even Facebook comments or comments on third party review sites like Yelp or Google or something like that. The other thing is you can do an interview and then take quotes from that too. So there's different ways you can use generated, user-generated content and not just video, but also in written form. Now a few other things you need to remind. You need to remember when you're writing copy for your ads. You need a hook someone really quickly. Again, using those emojis is really going to help capture that attention quickly. Keep it super simple. Addressed the problem, address a solution, a sort, sort of stuff that we've already been over. Look at, talking about what life was like before and what life is like after they have purchased the product. So this really comes into the review section. So a few questions you're going to want to ask people is, how did this product improve your life? What do you love about this product? What could you never imagined doing again? And so you're really trying to get some strong copy or strong messaging from your customers to use in your marketing material moving forward. Now another thing to do is definitely remember to separate your prospecting and remarketing. It's really important to do that. The other thing is we have this avatar sheet, which we always use with all of our brands. And we go through and we really break down exactly who the customer is so that we can understand what copy we should be using. Now starting out here, we have features and benefits. Now it's always better to write about benefits and it is features that every feature usually has a benefit. For example, a feature might be, let's say it's, it's staying resistant. So that might be a feature, but the benefit is never do cleaning again or never have to wash again or watch half the amount or use half as much washing up liquid. You know, there's always a benefit on the end of a feature. So what we do here is we usually write down all the features and then we try and match them with benefits and we're going to use the benefits in the ad copy. Now there's also walks you through creating these avatars and really understand the customer, because that's how you write great copy. That's how you create amazing ads. So as you go through this sheet, it's going to ask you questions and you're going to fill out this information. So for example, the message and creative, why would you want this product? This is really specific as to why someone would actually want this product. If you can't answer this, there's no way that someone's gonna go and purchase something from me if you don't even know why they might want your product. So ask yourself all these questions and as you're going through these, you're going to really get a great understanding as to what the value of your product is, what the value is to that specific avatar, because you can have multiple avatars. This is just the outline for one. And we can go through this list. Why wouldn't you want this product? Now, not only is it important to point out the benefits that also you want to reject any fear or you actually want to shut down any rejections that someone might have for buying something. So if they're scared about a lump-sum payment, you offer payment plans. So that's an example of how you are kind of counteracting a fear or a pain that someone might have to purchasing your product. What would they? This one is more towards the creative, but why would they watch slash Read your ad? So you've got to think, is my add compelling enough? Is it going to hook them? Is it interesting to have credibility? Does have examples, that sort of thing. Again, here I'm coming up with different offers. A highly encourage you to brainstorm some offers. This is really going to help you write your ad copy a lot better because the offer will be the main section of your ad, so you don't have to think too much about the copy. And then you can kind of map out the journey a little bit. So what is your cold audience look like? What is your warm audiences look like? What is your hot audience look like? What are some interests of this avatar? What are some key word group ideas? Usually we use that when we were doing Google as well. What are some behaviors that these avatar has? What are some demographic information that we can put together for this avatar? Next one down, we have planning out our campaigns. So planning out prospecting and remarketing for each of our ad platforms. There's an example here as well, you can copy from. And then down the bottom we've got taking notes and our future ideas for campaigns and that sort of thing. So use this sheet, which I'm going to link to. Use that first before you run any ads. The right way that a copy, it's going to help you really understand the customer. And so that's going to be a massive bonus for you now when it comes to ad, creative, video is definitely king. So create a ton of video. This is great because what you wanna do is you want to take that used generated content or you want to take some B-roll that you have, or even just some slow panning shots and edit those into really cool-looking videos. Now, we have a big library here, which I'll show you in a second. But first, let's go over some basics. You know, usually you go portrait, landscape or square. Those are the three ratios, four to 55 to four, one-to-one. Now, these are the three signs you need now run all the portrait stuff in all your stories. And, and all of those types of placements that take up the full length of the screen or the height of the screen. And then you want to run your portrait and your square on your news feed and all that sort of stuff. A lot of ad platforms are going to be the 1280 by six to eight. That's the pixel size. And then you just invert that for the, for the portrait size. So think about that one-to-one ratio square is just kind of used across everything and it's kinda universal because it doesn't look too bad. And portrait it doesn't look too bad in landscape. But ideally you want to have those three different types of test, all three. Now, I highly suggest creating three lengths of versions of your video of 15, 30, and 60 second. This really helps you break 13. Ad FAQs: All right, So we're coming to the add FAQ section are, so these are a bunch of frequently asked questions I get about running ads and what you should do. So first one up, what's the best campaign and add type. We sort of went over this, but I highly encourage people to use the conversion campaign type. I really find that that does the best out of any of them. If you are going towards a goal, if you want a conversion of some sort, if you're just looking for engagement or if you're just looking for a traffic that has no intent to convert to anything, then you can try engagement or traffic campaigns. And then obviously dynamic product ads is another campaign type that is really good for e-commerce because you can pull in information from your website and show those in the ads. So for example, when you look at a product, that same product and price and description shows on Facebook when someone goes back there. So conversion campaigns and product catalog campaigns, in terms of ad type, video is usually one of the better ones. I really like to use collection ads. So that's when you have a video and then you can also put products under that. So try those two. And then of course I really suggest testing. That's the main thing with running social media ads. You constantly need to be testing and finding what the best option is. Now, when it comes to images, I really suggest having video and image and the same ad group or same ad set, because this is going to help you fill up more placements and have a better reach in that audience. Alright, next one. What makes a good ad that makes people want to click? So using those templates that I showed you, building out that persona is really going to make you understand because when people are looking at ads and clicking on them, they want to get an emotion. They want to feel like that ad is resonating with them. They want to relate to it. So if you can really identify the problem, provide a solution, and then also do it in an entertaining, scary, interesting, or educational way. You will get way more engagement on that if you simply just throw up a picture of your ad and say 20 percent off, chances are you're probably not gonna get as good of results. And we see constantly brands triangles discount their way to conversions, which doesn't usually work too well. So fill out those persona's. Just start with one start super basic. Please remember, nothing has to be over complicated. Just start somewhere. Start with taking that first step and the second, third, fourth step becomes much, much easier. Okay, next question, should I boost my organic post? All this negatively affect my organic reach. So I get this question a lot. Whether people should boost their page posts or not. Boosting is fine. You just don't have many options in terms of your targeting and in terms of tracking your performance. You have much more control if you are using Ads Manager. So anybody who's taking our paid advertising seriously, I really suggest using Ads Manager if you are just looking to get engagement likes and comments on your regular post and you're just trying to increase your, your sort of, your brand engagement, then boosting a post is fine. Just boost five to $10 every time you post. Build up that engagement, but don't expect any conversions from that. If you're looking for conversions and growth and revenue, definitely start using the pixels that ad accounts and the audiences so that you can have much more control over who you're targeting and when with what type of ads. And then also, you can track all of your results a lot better. So that's the answer there for that one. Next, why are my ads not working? I'm losing money. So one of the main things on people's ads aren't working is because there's something on that triangle that isn't working. So the creative and copy isn't working. The traffic is not good and it's not working. Or the landing page, it's not working. So first step is to go back and take a look at those three things and figuring out if there's one that's really, really bad. So for example, is your click-through rate on your ad really, really bad? If it is, chances are the ad is not so good. So you need to refine the copy and the creative, go back and do the avatar sheet and then hopefully get a better understanding your customer and the benefits of your product. If the traffic is a really high CPM or you've got a lot of traffic going to your website and they just bouncing straight away. It means that that traffic is not so good. So think about, okay, what is my targeting like? Start with remarketing. That is going to be the hottest audience and work your way out from there. If you're remarketing is not working, then your prospecting definitely won't work. And so look at that. And then the third one, website experience. If your website is super slow loading, if the bounce rate is really high, if the conversion rate is really low, you know, you've got a problem with your website. So maybe linked directly to the product page. Maybe see how you can simplify the message and the benefits of your product on your product pages. And think about how you can improve that user experience when they get to your website. If they are clicking on your ads and gangs your website. And it's not kind of the experiences not related to what you're advertising, then you will have some issues there. So look at this triangle of growth and see which three of those are the biggest issue. And then start there. The other thing is we have a great post that you can go through this on growth hackers. And that goes into troubleshooting your ads and what you should do. And there's a big checklist there of the exact things you need to go through and do. So I'll link to that as well, which you can take a look at. The next question, how long should I test my ads for? Now? Using this varies, but I usually suggest you test something like five to seven days. You want a full week of testing. And then usually you want to test two to three x what your average cost per acquisition is. So say for example, on my account, my average cost per acquisition is $50. I'm not want to test, do a test with a $150 over the next five days and then see what sort of traction I get and then gauge from that initial a 150 if I want to keep spending or if I want to say note this test didn't work. So a3x, what your average CPA is, it's a good kind of like testing budget and then five to seven days is a good time period. Next question, why should, why should I do what should I do with my ads are not working. Okay, so we kind of went over this, but we have a massive standard operations procedure that we follow. I've put this in that post that I just talked about as well. But for example, there is a huge amount of things you can look at. So this is what we do. We have a massive list of all the different processes we need to follow. Everything that we need to look at and check mark off. So when something is not working and we have a troubleshooting SOP, standard operations procedure. Let me just find it here. So we'd go under social ads. So we have mistakes to avoid. So first off, you go over this, you make sure that you're not making any of these mistakes. You make sure you're following these golden rules. And that should cover a lot of the basis and then troubleshooting bad ad performance. We have a big checklist here. So I'll add this in the comments below or I'll link to that, post all of this as outlined in. But essentially, if something is not working, have a standard operating procedure that you can go through and you can check off everything on that list. Now this is really important because it's very hard to guess and very hard to get it right the first time you launch an ad or the first time you launch a campaign, it does take time. It does take experience to understand what your core value is for your product or service, and then how to relate that to your customer and find that customer. So you will probably take a bit of time to do that. So hopefully these have been really helpful. Let me know if there's any other questions you guys have and we can go through those, but can't wait to dive into the next section. 14. Dark Posting Technique: Okay, So in this session we're going to go over one of the most important things that I've seen work time and time again in many, many, many accounts. It's actually the concept of dark posting. Now, Facebook has tried to improve this process for advertisers, so you don't have to go through the method I'm going to show you. So when you choose, Okay? And it's supposed to carry over all of the social validation. But we find that it's actually much easier and much more reliable to do it this way, which we're going to show you. I'm also going to tell you why it's important to carry over your social media validation. Social media valued that validation really tells people that you're posting something that I should stop scrolling for. So let's go into detail about this. So here, for example, I think of this as a great explanation of how fit a validation works. So essentially, you think of the will and desire of consumers. Now, when there are two restaurants side-by-side and one of them has a huge line and one of them has no line. You're wondering why that other restaurant with a long line, you assume that's really good because everybody's lining up there. Same thing when people are scrolling through social media, when they see a post with a ton of validation, they assume that that post is interesting issue in that there is something going on there that they need to take note of, so they'll stop. They'll look at the comments that I'll read the comments, they'll engage with the content. And you'll find that it's a great way to build a higher engagement rate with social media validation. And this happens across many, many platforms. Do you have Facebook, linkedin, YouTube, you know the whole factor of how many views do you have? Any comments you have, how many shares you have? All those sorts of things contribute to this social validation. Now, this is one of the main reasons why social media advertising has worked really, really well, is because you're taking information and the power of groups and applying it to content. So there's a study that's a little bit more detail about the Milgrom, Beckman and Burke widths experiment, which goes over this. And it kind of shows you how the power of groups works and how you can really increase the awareness and attention that you can draw based off the amount of people that you draw are in. Now, this is really important because what we do with this is we did this on social media posts that will we use for ads. And so the idea of dark posting is we take one post and we use that post across many ad groups and audiences. This makes it so that every single time that ad is shown, no matter which audience, everybody is engaging with the same ad. So this increases the likes, shares, and comments on that one. Whereas if you use a regular ad and not a dark post, every single one of those ads is, is its own post. So say for example, you get 10 likes across five different campaigns and you're using regular ads, that's two likes per post. If you're using a dark posting method across those same five, you get all 10 on that one post. So your ad post has a lot more likes shares and comments on it then if you were to use a regular ad. Now this works really, really well when you start getting to scale. So let's dive into how to actually do this. And there's another in detailed step-by-step guide on this that you can go through. And that will show you exactly how to do it because I'm going to kind of do a live. I'm going to give you a bit of a walk-through of what should the fall. But when you are in your ad account, the way that I like to do this is I put my naming convention. So I say as we go there, it's an ad or a dark posts and I say if its image or video and then a descriptor of the actual ad. And then I put the post ID here. Now, when we look at this, this is what the ad looks like. You have pros and cons for using dark posts. So the ad, you can still say you're using all these different images. You can adjust the text, you can adjust the title, all that sort of stuff. Every time you make an edit, your social validation will go back down to 0. Now, when you are using a dark post, you don't actually get the option to edit anything. And you actually have all of your ad variables set already because you're using that dark post. You'll see here use existing post and you'll say, this is the post ID. So how you can turn this add into a dark place, for example, you can do with feeding. So you can go here and you can look at the post with comments. And here you will see the post ID at the end of that. Now, the other way that you can do this is you can change over and use existing post. And you can insert the post ID to pull it in, or you can choose it from the drop-down that you have if you can find it. I just usually use a post ID so I know exactly what ad I'm using and where, and that's why I put that post ID in the actual ad name there. So that makes it very easy for me to know which ad is which and it keeps track of which dark posts I'm using. But once you change that over to a dark post, all you have to do is click on this and you could be like, Okay, well, I want to actually duplicate this across all of my ad sets. So that way I'm using that one post across all of my ad sets. All my social validation is getting a buildup to that one ad. And it's going to get me a lot more eyeballs when people are scrolling through the feed. And instead of just going past the post that has one or two likes, they're stopping to read mine because it has maybe a 100 lights. Okay. So that's kind of how you go through that. Next section we're going to go through is the FAQs Can weightage sign in for that? 15. Targeting Finding Interests: All right, So this section we're going to be addressing another one of the corners of that triangle. We're going to be looking at audiences and traffic. So this is important because even if you have the best possible add, if you're showing it to the wrong people, it's still not going to convert and vice versa. You might have the best possible people but the wrong add. So you need to make sure that your ad annual targeting is on point. So in this section, we're going to go through a few different ways to find the best audiences to use and how we go about finding audiences to target. Usually you have to target audiences when you're just getting started because you don't have much data to use lookalike audiences and you don't have very big remarketing lists. So you usually have to go and do prospecting and usually in the form of interest targeting. Now, when you do that persona sheet that I gave you before, you'll get a really good idea. Or as you brainstorm who your potential target market is, what sort of behaviors and interests they have. Now let's dive into some of these. Targeting is really important. A few suggestions, definitely leveraging your page followers or any sort of remarketing audiences. You have email lists, that sort of thing. Start with that first. If you have it, if you don't, then you'll have to go into interest targeting, which I'm going to show you in a minute. We're gonna go through Audience Insights and we're going to look at the Facebook page suggestions and a few other methods. So the easiest one is to go to all of your competitors and lack that page and see what page or related pages shows up. These are always great places to start when you're looking at targeting. When you're looking at targeting from day one in your ad account. Because these pages are all very similar in the types of audience that follow them. So you will be able to get a great list of interests straight out of the gate. And usually you should be able to target a fair few of these. So usually they'll give you, I think, 20 to 30 recommendation. So go and do that. Do this one's for everyone who your competitors, and then you'll get a nice big list of interests which you can use, put all of those interesting, the one ad set, and then make sure it's around 2 million. If it's under 2 million, you might need to go and find some more interests. If it's over 2 million, you can sometimes maybe break them out into categories like there might be specific and it might be specific subgroups within those. So for example, with Viper, It's a marketing software for giveaway. So we might have a segment for influencer marketers. So we might do Neil Patel, Noah Kagan, and feel bunch of those other people who have big followings in the internet marketing space. And then we might do competing tools. So we might do like gleam, raffle, cop die, and a few of the other giveaway tools. And then we might have marketing agencies is another one. So you can see how you can make sub-groups under that and create those interests buckets. But when you're first getting started, you might be best off just putting them all into one. If you're siting on a small budget or if you're starting from scratch, starting with putting all of them in one campaign and one ad set is probably the way to go. Next. One is Audience Insights. I'm going to go through a demo on how to use this, but Audience Insights is really, really valuable. It gives you a ton of information on the audience that is following a page. Now used to be able to do custom audiences. He used to be able to do this based off your website visitors and all that sort of thing. Shut that down. So now you can only do it on the people who like Facebook pages and that sort of thing. So if you don't have enough Facebook page followers yourself, look at some of your competitors and then you can go in and see their their info. And we're gonna go through a demo and hadn't do that in a minute. Number 3 is use the suggested box that Facebook shows when you are entering interests. This is a really good way to expand an ad group or an ad set with more and more interests because they will give you suggestions based off people who are similar to the people you're already targeting. So this can help you expand. It will give me more, give me more interest group and keyword ideas. So the suggestions boxes really good on Facebook and you can also look at the suggestions box on Google. Suggestion boxes are a great way to find interests because they are very, very data driven. The next one is literally researching and googling top lists. So if, again, if I am maybe advertising coffee, I might look for top list of coffee shops in the United States or top list of coffee shops in Los Angeles. And then those would be a bunch of interests I would target, maybe I look up top cafe artists or something like that. So then I find a bunch of Latte Art who had big followings and then target those people. Then I might go into different types of coffee and target all the different types of coffee and get a list of the top coffee types. So think about all of the different types of lists you can compile. And looking at the top competitors, top interests, top associations, top newsletters, magazines, websites, whatever it may be, you can use Google to find these lists of people. And other one is actually just look at top influencers in the coffee space. You'll be able to have a big list of influences that you can then go on target. Because usually they have big enough followings and Facebook will index them as an interest. Now, Facebook will not index every single interest. They will only choose the bigger ones and the ones that are. Large enough for them to actually index and shows an interest which you can target. We get this constantly from clients asking like, Hey, how come we can't target this person? And that person might only have 200 followers on their Facebook page. And so Google is not, Facebook is not going to rank that and allow interest targeting on that is because it's not big enough. So remember, you do have to have a pretty large audience to be qualified as an interest for targeting. Now, let's go through the demo in how to use the Audience Insights tools. So this is really cool because you can see here we have a branch here, this is a power brand. And we're looking to see, look, these are the genders, 80% men. All right, so we can narrow down on add, add, add groups or ad sets to men. And that's going to save us a lot of money. We can then take a look at, okay, most of them are single. So we can probably narrow that down to a single education. I don't really use that often. The one thing I do really like is the page likes. So it depends how big the pages doesn't look like this as showing. So let's try a competitor. So let's say, Let's say Supreme. Supreme clothing would be maybe a competitor. And so we look at those page likes hold on, let me just refresh this page. Okay. So having an issue with the page loads so Supreme hear you, so you'll see a bunch of interests here. So you can target things like hybrid, hybrid beast, Foot Locker, NBA 2k. And then you can go down here and you can get, you can get a big list of things here that you can also then go and target. So opening this up, you'll see that there is a massive list of things that you can target here. So this is a great place to go and find affinity. Just read this a little bit. So it's how much of an audience overlap there is essentially. So usually the higher the affinity the more of an overlap. So essentially you should have better conversion rates and hotter traffic in the ones with higher affinity. But we definitely have found that some of these other smaller ones, even though they have a lower affinity, that do actually perform better because they might have really large audiences. So you can see here drake has 22 million. And so this might be a good one to target because it's a really large audience. Whereas some of these smaller ones might have really high affinity, but they might be really small audiences, so they make it really hard. So this is a good way to use that. The other thing is you can start looking at location. And so you can then pinpoint maybe the top states or the top cities that you want to use in your ad set. Now, one other thing that you might wanna do is you might wanna do this for your own brand if you have enough Facebook page followers. Or you can do it for all your competitors. And so that way you can kind of get a good idea about the types of interests that most of the customers are. I have and you kind of see some possible overlaps. The other thing is when you go to your page and I actually might be like, Okay, well, HIV obese has a pretty, pretty strong overlap. So let's take a look at hyper base. Let's remove that. And so that will open up. And now the big list of interests which you can target. And you can essentially just continually keep doing this and gone through this. And you should be able to get hundreds of interests which you can target. This is another great idea for when you're getting a little bit more advanced is to start sub, subsetting these into categories. So for example, you might have here, my subcategories might be clothing stores, it might be sports brands, it might be activities. It might be events. Like I think that's complex, Khan. And, you know, so there's different ways that you can break these into subcategories to kind of see which, which subcategories of performing well. Now if you're getting, if you've got really big budgets and what we do a lot of the time is we do one ad set per interests, so we can really narrow in on the interest are doing well. And then we move all the top interests into one master AdSense, which we run evergreen, and we just run the tests on all of the regular interests to see if there's some traction or not. Again, making sure we're using that dark posting method so that the ad that goes into that new interests already has a ton of social validation. Town likes, comments and shares so that we have the best chance of possibly understanding if that audience is going to convert into customers. And we narrow down the amount of variables in there. So it's just the audience that we're testing. So you want to test the same adding all the audiences. So that's why we want to use at that post as well. So that kind of goes through how to use that, how to find interests. So you should be able to get a good, great list of interests there to start with. Let us know if you've got any questions. And hopefully this was really helpful. Interest targeting and jump into the next section. 16. Using Data to Scale: All right, So this session is going to be about scaling with data. And now this is getting a little bit more complex. And one of the biggest advantages to running advertising in digital marketing or running ads online is the amount of data you have available to you and quite easily. Now, there's a few things here that we're gonna go over and we're really going to dive into the Facebook attribution tool and the Facebook analytics tool. Now these two things are set up pretty easily. A link to a guide or something where you can set that up pretty easily. But essentially you go to your business manager, you create a line of business, and then you add all of your assets to that line of business. And then it'll take 24 to 48 hours to populate the Facebook analytics so that you can then start looking at all of this data yourself. So let's dive in here. And to separate out this a little bit, what I'm going to look at is social data. So this is data that exists on Facebook and Instagram and that sort of thing. And then we're going to look at website data, which is usually also collected by the pixel. And then that pixel information is passed back to Facebook so that you can look at all of that information in Facebook analytics and the Facebook attribution tool. Now Facebook Analytics is kind of a little bit similar to Google Analytics. I really suggest if you are setting up your, your business that you have Google Analytics installed, Facebook Analytics installed as a bare minimum. And then you can also look at adding the attribution tools for Google and Facebook as well. All those tools are free, so there's definitely no reason why you should not have set it up. And all this information is going to help you in the long run that early implemented and set it up the better it will be. Because when you do get to the stage of needed to use that data, you will have collected more days worth of data. So diamond here, we're gonna go over building audiences with data and how important that is for scaling. We're going to look at what lifetime value and average order value it looks like and how to find your lifetime value and average order value. And then we're also going to look at trailing conversions. So starting out here, it's really important to use the analytics to create your own custom audiences. So for example, you might want to create a custom audience based on people who maybe have shared posts and also visited your cat or visitor, a product page. We know that those people are sharing and also purchasing. So that's a really high intent audience. And then we take that audience and we go and make lookalike audiences from that. So a lot of people don't know this, but in your Facebook Analytics, which I'll show you that in a little bit in a live demo. Actually create custom audiences from the segments you slice and dice within that tool, which is really, really powerful. Now when it comes to audience sizes for custom audiences. So that's uploading a list or using something like Facebook analytics. You have to have a minimum by a 100 people is what Facebook says. Ideally, you want at least a thousand people. Really good if you can get like around 4 thousand people in that audience, because the more information that Facebook has usually, the better they can craft a lookalike audience for you. So minimum is a 100. And if you have a 100, test it like if you have a really, really high intent audience of just a 100 people, maybe your top 100 customers or something, still test it because sometimes it actually still works. So it's always good to test. Don't say like, Hey, I've only got a 150. I'm not going to test this. And it's like your highest lifetime value customers, it would be a shame not to try and test that. So always try and test that. Ideally, you want to have 1000 people in that audience. Now, coming down to Facebook analytics, you have all of these reports on the left-hand side here that you can see. And a few that I love to use is the active users. So that's what you usually slice and dice for the creating your custom audiences. The revenue is great to kind of like see how much revenue is made over a certain period. And you get to see average order value and that sort of thing. I'll show all this light up. Funnels is great as well. Retention is good. I don't use cohorts, breakdowns, and journeys as much. Percentiles is really good for finding high intent audiences. For example, we look at the top 20 percent of people who purchase, actually that might even be the top 30 or its top 25 percent, top 25 percent. So we know that the top 25 percent spend roughly, let's see, 200 to $400. So if I go and make an audience, I might say, okay, let's make an audience of people who spent 200 plus dollars and make it look like audience from that because that is a highest 25 percent. Oh, well, that's a 25 percent of our best customers. So it's a great way to easily create high value audiences, to make lookalikes from saying we're looking at other metrics. So you could see that people who messaged your page, or people who share your content, or people who comment, people who look at X amount of product, products. You can make those audiences and look at and hone in on your top 25 percent. I always suggest looking at your top 25 percent because this is way better than this bottom 75 percent. So if you have a lot of data and you're looking at scaling, so you're looking at getting to that three to $500 a day or 500 plus a day. You're going to want to start looking at this sort of data so that you can make really good lookalike audiences. So the, you can scale it to 1, 2, 5, 10 percent and then reach millions and millions of people. And keep improving that funnel. Say filling in the top of the funnel is qualified traffic and then pushing them down. So once you have that beautiful system going, you'd be pushing people in the top. There'll be high intent. Your ads will be doing that job at converting those people. And then you'll just keep filling and finding new people to put into the top and that funnel will just keep working. So next step is the funnel. This is really cool because you can kinda see how long it takes for someone to make a second purchase. And you can also see how many people make a second purchase. So this one, for example, is great because they have 42 percent of people making a second purchase within 2.3 weeks. So set this up for your own brand. If people are not doing a second purchase or you have a really low percentage of people coming back, you definitely want to try and improve that. I have some benchmarks in that, that formula sheet that I gave you earlier. Take a look at those benchmarks. But usually you want to have like 30 plus percent of people coming back for a second purchase. Obviously, the higher the better. And then, you know, 2.3 weeks is not too bad. But this will be affected by how much data you have. So for example, if you only have a week's worth of data, your numbers are going to be skewed. So this is why you want to have really large sets of data. That's one downside of Facebook analytics tool. It's not as, not as capable of looking at large periods as for example, Google Analytics is, um, but you can look at 9080 days quite easily. So yeah, definitely do this report. I'm going to show you how to do this, but before we dive in, I just want to go over a few acronyms that you definitely want to focus on. So lifetime value, this is essentially self-explanatory. It's a lifetime value that a customer is worth to you. So ideally you want to have an LTV of 200 to 500. And this is what we see good economists stores doing. And then on the SaaS side you want to have a much higher LTV that you want to kind of be like 1000 plus average order value. So average order value that we see working for ads is usually kinda like a 100 to $200 is a good average order value to have. If your average order value is sort of under $30, it is very hard to run ads because you do need to get a lot of conversions and a lot of volume to make up for the small average order value. So this is where using upsells and using products like high acts or click finals and stuff like that can help because you can take your $30 purchase and put up cells and cross cells in there to get your average order value up to a $100. In terms of your ad click-through rate, you want to be between 1, 2%. Ideally under 1% is room for improvement. Again, this will depend on the, on the brand and on the cost of that traffic. So if your traffic is really competitive, for example, if you're in the wealth management space or if you're in the skin, skin care space where there's a lot of money being spent and those audiences are very competitive. You might find it, It's a little bit more expensive that traffic and the conversion rate needs to be a lot better. Okay, in terms of website conversion rate, we really see that a two to 5% website conversion rate does really well for e-commerce. Now, if you're under that 2%, you definitely want to look at that corner of that growth triangle of improving our website experience because you can have the best and the best traffic in the world. But if they get to the website and the conversion rate is really bad, you're just wasting a lot of money. So make sure that your website is also optimized for that two to 5% range. If you're doing services or SaaS, you want to look at what your lead conversion rate is. And this is going to vary hugely because there's a lot of different types of lead qualifiers. And then the other thing is usually the more expensive the product, usually the lower the conversion rate will be, or the the bigger the sale of the SaaS product or the lead if for example, it's enterprise, you're probably going to find a slightly lower conversion rate two. But the value like lifetime value and the average order value might be a lot higher. So that makes up for that lower conversion rate. Profitability is easy to work out if visitors times conversions, conversion rate times LTV, you really want to look and then minus your costs. Now, you really want to look at your lifetime value, not just your average order value. Now the difference between this is you are paying to acquire a customer for a lifetime. Because once you get that customer, you want to have your email remarketing set up. You want to have your social media constantly setup and keeping it at the top of the feed. So you really want to have that customer coming in once that you pay for and then afterwards you bring engage them by e-mail or organic methods so that you keep getting them to keep purchasing from you. And you're not relying on your paid advertising every single time. It's also half the cost and twice the conversion rate for returning customers. So you will have a much easier time converting them a second time round. Now a lot of brands I see focus on just the average order value. So like, Okay, well, I spent $50. This person bought something for a $100. We're not really making that much money on this. Now, you've got to think about, okay, what does the value of that customer look like in three months, six months, 12 months, however long it's going to be. You really need to understand that lifetime value so you know where your break-even point is. Again, that sheet that I gave you earlier is going to help you figure all of your unit economics out. So you can kind of figure out, okay, what's my LTV? How much can I pay for a customer, and what's the lifetime profitability on those? So definitely keep those metrics in mind that really important when it comes to advertising and digital marketing. Using the unit economics sheet that I gave you is really important. This is another link to it which you can follow. Let's open this up. So here you can see we've got all of the benchmarks in here. So make sure you dive into those and see where you stack up against those. Again, this is definitely varies between brand and product or service. Use this to figure out what your lifetime value is. How many purchases people have, the frequency of how much they purchase. You can then get a very accurate read about how profitable you are actual digital marketing efforts are. Now, this is made for Facebook, but you can use this for any paid channel. And then as I mentioned before, you want to plan out your total performance organic and paid in this sheet so that you can get a good understanding of month over month growth and you know, how much you can and can't spend. And you know if something is or isn't working. Because if you are scaling when you think you're not profitable, that's bad. If you're scaling really slowly at a very profitable rate, that's also bad because you want to make the most of the opportunity you have because circumstance can change it anytime. So if you're getting really good conversion rate, if you're getting really good ROI on your ads, you really want to aggressively scale that to make the most of that opportunity. You don't want to stick to a really, really high rollers and just make a small amount of revenue. You really want to maximize the volume of revenue, as well as the profitability you can make as a whole. Not just on the day-to-day. We do see a lot of advertisers focusing way too much on the day-to-day. There's also a blog post I'll link to publish on growth hackers about the difference between total revenue and ROAS. And that goes into detail about how you should go about scaling and when to spend them, when not suspend. All right, so let's dive into a bit of an exam, um, and a live demo. So I'm going to open this up and we're gonna go through a few of the reports. Now, what I was talking about before, we might want to make a filter of, let's say, people who shared a post and from our page and then also people who added something to cut really small. But this is what I was saying here. You've got your 90 days. You can do custom, but it doesn't let you go that far back. And again, it's dependent when you set it up. I wonder if it'll let me do this. But yeah, it looks like you can only do January to December. So at the moment it seems to be like a year. Let's see how this goes and how many people we have from this. But you can create these pretty easily with all these filtering options. So you have a 162 people. I might want to make a custom audience from that. So create a custom audience and then you can save that out and use that audience in your marketing. Make sure that you are doing a 180 days because that is the maximum audience size and it includes everything. So how you use these as you can create filters, remove some of these, add a filter so you can do it based off of an event from Facebook, or you can do it based off our website parameter. So if you're using UTMs and that sort of stuff, a referral sources. So this is a really cool way to slice and dice all your data up and make really core audiences which you can target in your remarketing, but also using lookalike audiences. We use this mostly for creating really good lookalike audiences that are going to scale. The revenue is great because you can see a bunch of information about, Let's take a look at the last 90 days. So there's loads a little bit faster. And let's remove this filters. So over here you can see over the last 90 days on average, it's one person who purchase average order value is about $208. And you can see how much we've made and that sort of stuff. Funnels work really well as I showed you before, the repeat purchase rate. So you can see over the last 90 days, the repeat purchase rate is 3.4 weeks and only 20 percent of people are repeating a purchase. So that shows me that I have space to improve that repeat purchase rates. So actually improve my remarketing funnel to getting past purchases to make a second purchase. The retention is really good as well. And this is a great way to kind of see when you have really good weeks. So let's do weekly. Let's do the weighted average. Actually, let's do cohort retention is not as good. Steve, repeat purchase. So here you can kinda see certain weeks or certain times that people tend to repeat that purchase. Or you can see weights that did really well. So for example, September has really good, really, really good repay purchase rate where we have no member so far hasn't, hasn't been looking so good. But we do know that takes an average of three weeks. So you can look at all of this stuff and it gives you a really good understanding of your metrics, percentiles. This is what I was talking about before with narrowing in on your top audiences. So here or you don't want to do is you want to put maybe you're taught, you could even do your top 20 percent and you can be like, okay, well, my top 20 percent is roughly six times pageviews and my top is 91. So I want to create an audience of people who do six Plus page views and target those people. With purchases. I want to look at my top 20 percent and I want to look at people who spend $500 plus. That is my top audience for purchases. And you can go through and create audiences on all this sort of stuff. So activity levels, social engagements, and remember how I was talking about website data and social data. Facebook Analytics allows you to use both of those. Lifetime value is also pretty good because you can kinda see the growing lifetime value. So over here we're looking at the nine. We're looking at the 90 days. Don't do all users do paying users because you know, that's actually just the lifetime value of the pay customers. And you'll see usually in, on their first purchase is usually about $200, but then our lifetime value pretty much doubles within the 12 weeks. So think about, okay, if I acquire some for $200, that's actually going to be 400 plus dollars in revenue for my business. So think about the lifetime value of your customer and that's just over 12 and 12 weeks. You can probably find that this is actually going to grow a lot more over more than four weeks. So look at those sorts of things. Breaking down the demographics and technology, that sort of stuff is similar to a page insights. So that would definitely help. One thing to note here is looking at your technology and looking at iOS and seeing if the privacy laws are going to have an impact on your business. This one, for example, would be heavily impacted because most of them or most of their traffic is we using iPhones. So there's a bunch of really cool stuff you can do in here. And it's really useful for slicing and dicing your data. So hopefully that's helped you in understanding how you can kinda better look at your data, how to set up your Facebook Analytics. Now your Facebook analytics is all just going to be from your ad account or your drop-down menus here. So you'll go to your, you can build your audiences. You can go to your attribution tool and you can go to your, you can go to your watching, we'll call it your analytics from here. So here you have your analytics. So there's a ton of things that you can use in Facebook that only 10 percent of advertisers use. There's so many resources here which is going to help you do much better marketing for your company and for your brand if you use all of these additional reports, so you've got your attribution. You add reporting is really good analytics is really good Audience Insights which we went over the interests. And you've got creative reporting, experiments and traffic analysis report. So you've got a lot of information here that you can use to analyze and improve your campaigns and improve your, your brand's marketing. Now, the other thing is when it comes to setting this up, you just go to your business settings to set up your a business like I mentioned. So coming down here, we're gonna go to our business manager. And we're going to come down here and look at our line of business. And then here you're just going to create a new line of business for your brand. And then you're just going to add all of your editing. You're just going to add all of your people and your assets to that line of business. So it makes it very easy to set that up and also have your attribution, everything available. Let me know if you've got any questions about that. More than happy to go through it. Thank you for tuning in and can't wait to jump into the next session. 17. Optimizing The Bottom Of Ad Funnel: Really excited to jump into this section. It's all about looking at your ad campaigns and your Facebook account. All the columns I set up or the custom columns I use. And this will help you understand your data a little bit better. It will also help you with your optimization. Optimization is a massive aspect when it comes to running a successful accounts. So really, looking at the right data is really important. And so we're going to dive into that today. So let's take a look here quickly. These are all of the types of columns that I set up. So you can see there's a lot, there's roughly 25 columns here that I set up. If you go into your Facebook ad account, you'll be able to set up your columns and then save them as a default or save them as a preset. And then always just go back to them really easily. I'll show you how to do that in a minute. But essentially what we want to look at, we want to look at the different types of actions and what the importance of that action is. So we start with the most important one, which is a purchase. Then we go to a cart or a lead. Then we go to the view content and we go to the page view or a landing page for you. And then we start looking at other metrics like shares, comments, cost-per-click, click the array. That's sort of thing. And we look at ad quality score. And then we also use custom conversions. Sorry, we also use custom events and columns to set up things like Add to Cart rate, purchase re, share rate or those types of things. So let's go into that. But if you set up these basic columns, you should be pretty well set off and you should be able to look at your data pretty accurately. Now here when it comes to doing your metrics, what you really want to focus on is your total metrics. Not always just looking at your individual campaigns. Now, you want to think about this as remarketing and prospecting top and bottom of the funnel. Because you're top of the funnel is not going to be ROI focused. It's going to be optimizing towards getting leads, engaged traffic, maybe getting sign-ups and that sort of thing. And then your bottom of the funnel is going to be focusing on the row a. So that's where the ROI comes back in. But you still want to look at your entire account and make sure the entire account is still profitable because you want your whole funneled to be profitable. Now, the attribution window within Facebook is 28-day click one day view. So keep that in mind if you can, if you're usually convert people outside of a 28 day period, conversion is going to lose and not get trapped in Facebook. This is definitely when the attribution tool comes into play and why you need to use Google Analytics, Facebook analytics, as well as the ad platform. So look at this sort of stuff. Other thing to note is that the attribution is tough. Sometimes there will be a lot of unattributed conversions. So just keep that in mind as well. But in general, you want to use as a rule of thumb to make sure that you are going in the right direction. Now, when we look at this column here, so a few things that you want to focus on. You can see here I put my purchases first and then my role as am I spend. So these are my main ones I'm super interested in, but I'm still looking at my totals down here. So the ones that you want to pay attention to is how much are you spending? What is your cost per purchase? What is your role as? What is your cost per Add to Cart? And then what is your click-through and cost-per-click? So this is a general e-commerce store setup and these are the ones that I want to focus on. Now we can also go into more detail, which I'm going to do in this live version. But just a few things before we jump in there. As I just mentioned, this is the bottom of the funnel. So you're really going to want to optimize for ROAS. So as you're going through your ads and your ad sets and you're signing what to keep running and what to pause. Really focused on the top conversions if you're optimizing bottom of the funnel. So this is remarketing campaigns you want to be optimizing, see your best ads that have the highest row as you want to look at the seven 1430 and lifetime view. Because remember, people might not buy the first time they see your ad. It might take them three or four touch points before they actually feel comfortable to purchase. Now going through here, segmenting is really important. So as he said, using the remarketing audiences and those custom audiences, you want to start segmenting them into things like page views, view contents, advocates initiate checkouts. Maybe five plus pageviews, stuff like that. That you want to segment those in, the bigger your budget and more sedimentation you're usually going to have to do if you aren't really small budget, just dump it all into one ad set and let Facebook figure it out for you. Anything less than kind of like a $150 a day. Do that into one ad set. Once you start getting to the car backed by a 100 to 500, you're probably enough to start segmenting those out. And being a little bit more granular with who you're targeting, with what ads and when. The other thing is, as I just mentioned, on small budgets go with wide, wide targeting. Put all your remarketing prospect into one ad set. Let Facebook figure out who to convert. Most of that will be remarketing conversions, but you wanna make sure that you're utilizing your budget so that it takes up all the remarketing and then it starts advertising the prospecting. You don't want to use what little budget you have to just focus on prospecting, which isn't driving any conversions. So under $50 go with wide targeting, put re-marketing, prospecting one. As you increase your budget, you're going to start segmenting a little bit more. Now let's dive into this example which I already have open here. So here you'll see on my columns, you see my ad stand, my row S here, which is really important. And then the add to cart. And then I would nothing I really like to look at is post saves and post shares. These are very valuable metrics to me because if they saving posts and they're sharing posts, that means that very engaged. These also make great audiences for remarketing as well as lookalike audiences. I keep an eye on cost per engagement and then looking at the unique clicks and total link clicks. So the difference here you can see is I'm getting a lot of people clicking more than once on my ads. And then I'm looking at my cost-per-click, my click-through rate. Now, what I'm really interested in is looking at my landing page views. Because for example, people might be clicking on my ads, but then there's a drop-off between my ad click and my landing page. You usually that means my website is not loading fast enough and those people are leaving before the Facebook pixel can file. So here you can see my total link clicks or 11. And I've got about 10, 10 thousand that it actually going through and actually completing the total page load. So you can see that's a 48 cents versus 51. That's not too bad. If you have a cost per landing page, you double what your cost per click is. You know, you have a really bad page load issued. You know, something's going wrong. I CPMs bought all CPM is really low. Usually you're going to look at maybe like a fire at roughly around a 10, all the way up to a 20. If you're in competitive markets frequency, you can see I'm looking at my frequency across my prospecting and remarketing here. And then these are my custom metrics that are really important that I like to look at. So I look at my ad reach to purchase. So out of everybody who sees my ad, What's the percentage of those people that actually on purchase? And now look at the percentage of people who actually click on my ads and then go and purchase. And then I look at the people who click on my ads and then go to a cart. So you can see that 81% of people who clicked my ad end up adding something to their cart. Then I look at, okay, what's my cart, the purchase ratio. So you can see I have a pretty big drop-off here. You're out of everybody who adds to the academy 16 percent actually go and complete the purchase. So that tells me I need to do a better job at doing my abandoned cart remarketing. So I need to focus on getting some better ads in there. I need to maybe increase the frequency. I need to add a coupon code or some sort of special offer that's going to increase the, the desire for them to go and complete that checkout. And the other thing is I look at what rate, so what trade is really good? Because if you have a really low watch rate, it's going to say that people are not very interested in your ad content. So that means, okay, I need a different ad. So look at your benchmarks and say, Okay, this is doing well, this isn't doing well. So using the totals as a benchmark is a really good way to gauge what's working, what's not. The other thing is a shared reach ratio. So this is out of everybody who sees my ad. What percentage of those people are sharing? Usually you want over 0.02%. Over that is usually a good share ratio. And that's kind of when you start to see those earned impressions having an impact on your ad account. Now, if you have hi or adequate shared a reach impression, you know, you should be scaling that because you're getting a lot of earned impressions because people are sharing that. Now, when we dive into this a little bit further, we can start looking to see what's actually doing really well in terms of the audiences. And then if you click one more down from that, then you start looking at what's doing really well on the ad level. So you can see, okay, the only the videos will show the watch rate. So that means you need to compare videos that video ads. You can't really compare the click ads or image ads. So here I can really drill down into looking at a few things. So I can see here the ones who are doing well and ROAS. So I should maybe like get rid of some of these. Again, you want to look at your columns and set them up like this. And so add all your columns in here, and then you want to save that down here. So I say my conversions. I just want to show you that quickly before I went to the next step. And so here you want to look at your essay, your seven-day, you can see it's an eight row as 14 day. You can see it's a when this loads. You can see it's an 11 row as today, 21 and then lifetime 29. So lifetime, you can see that this one's not actually doing to all our average is 29 and this is only about a role as a five, right? So we wanna get rid of these ads. So ideally, what you wanna do is you want to look at your average, everything below my average, I should be getting rid of everything above my average, I should be spending more money on. So what you can do with that is you can do that for your ROAS. You can do that for your cost per clicks. You can do that for your click-through rates. And you can also do if all of these custom metrics here. So things that are looking at, click the purchase card to purchase all those sorts of things. So I can see here that at these ads down here, I'm not really doing too well in terms of, let's look at add reach to purchase. So these ones, Let's highlight these. So these ones are all under 0.1 and averages 0.29. So here for example, we might wanna go take a look at these, see what their role as is, okay, so their ROAS is not bad, it's not great. I'll probably get rid of these three, for example. So you want to look at your averages and then you wanna do your optimization based off that. Now you want to look at your seven 1430 and lifetime on that. And then you want to look at your ads and your, then your ad sets and then your campaigns. So you're working your way up. So this is a great process to follow when you're doing your optimization. It should really help with are using these custom setup metrics. These are pretty easy to do as well. When you are doing your custom columns. You can create custom metrics here and you just create those formulas. And then they will be automatically saved here and you can see here, so to click the purchase I'm using purchase divided my link clicks Carter purchase, I'm using purchase divide a Catholic advocates. Now the other thing I do is a lot of the time I will use uniques. So this Ad account, I probably should have set up the unique ones, but you get much better, much more accurate. And so you can see here I put a U in front of these, and these are the actual ones you want to use. You want to use unique cards and unique purchases. And that's gonna give you a much better, much more accurate view on those conversion rates because people can double-click or maybe people go back twice. You really want to look at how much you're paying just for that one person, not necessarily for every clickthrough. I'm Ben, then always look at the comparison as well. So you can see we actually have unique and we have regular in here so that we compare them and we look at what the differences between repeat and what the differences between uniques. Because if we have a lot of people coming back and doing it twice, we need to start thinking about, okay, why are people coming back to the site twice, or where are they clicking twice before they actually go make the purchase. So there's a bunch of things you need to take into account there. But definitely look at uniques as well as regular. And use your custom actions. Use your benchmarks and averages to optimize your ads and your ad sets, all that sort of stuff. So that will give you a great process to follow. And you want to do that every few days. And then you want to also look at increasing your budget by five to 10 percent every three or four days as well. As long as your account is doing well obviously. So hopefully this is really useful and you've got a bunch of information from that about optimization, especially at the bottom of the funnel. What sort of metrics you want to look at, what sort of columns you should be using. Let me know if you've got any follow-up questions. 18. Optimizing Top Of Ad Funnel: Really excited to jump into this section. It's all about looking at your ad campaigns and your Facebook account. All the columns I set up or the custom columns I use. And this will help you understand your data a little bit better. It will also help you with your optimization. Optimization is a massive aspect when it comes to running a successful accounts. So really, looking at the right data is really important. And so we're going to dive into that today. So let's take a look here quickly. These are all of the types of columns that I set up. So you can see there's a lot, there's roughly 25 columns here that I set up. If you go into your Facebook ad account, you'll be able to set up your columns and then save them as a default or save them as a preset. And then always just go back to them really easily. I'll show you how to do that in a minute. But essentially what we want to look at, we want to look at the different types of actions and what the importance of that action is. So we start with the most important one, which is a purchase. Then we go to a cart or a lead. Then we go to the view content and we go to the page view or a landing page for you. And then we start looking at other metrics like shares, comments, cost-per-click, click the array. That's sort of thing. And we look at ad quality score. And then we also use custom conversions. Sorry, we also use custom events and columns to set up things like Add to Cart rate, purchase re, share rate or those types of things. So let's go into that. But if you set up these basic columns, you should be pretty well set off and you should be able to look at your data pretty accurately. Now here when it comes to doing your metrics, what you really want to focus on is your total metrics. Not always just looking at your individual campaigns. Now, you want to think about this as remarketing and prospecting top and bottom of the funnel. Because you're top of the funnel is not going to be ROI focused. It's going to be optimizing towards getting leads, engaged traffic, maybe getting sign-ups and that sort of thing. And then your bottom of the funnel is going to be focusing on the row a. So that's where the ROI comes back in. But you still want to look at your entire account and make sure the entire account is still profitable because you want your whole funneled to be profitable. Now, the attribution window within Facebook is 28-day click one day view. So keep that in mind if you can, if you're usually convert people outside of a 28 day period, conversion is going to lose and not get trapped in Facebook. This is definitely when the attribution tool comes into play and why you need to use Google Analytics, Facebook analytics, as well as the ad platform. So look at this sort of stuff. Other thing to note is that the attribution is tough. Sometimes there will be a lot of unattributed conversions. So just keep that in mind as well. But in general, you want to use as a rule of thumb to make sure that you are going in the right direction. Now, when we look at this column here, so a few things that you want to focus on. You can see here I put my purchases first and then my role as am I spend. So these are my main ones I'm super interested in, but I'm still looking at my totals down here. So the ones that you want to pay attention to is how much are you spending? What is your cost per purchase? What is your role as? What is your cost per Add to Cart? And then what is your click-through and cost-per-click? So this is a general e-commerce store setup and these are the ones that I want to focus on. Now we can also go into more detail, which I'm going to do in this live version. But just a few things before we jump in there. As I just mentioned, this is the bottom of the funnel. So you're really going to want to optimize for ROAS. So as you're going through your ads and your ad sets and you're signing what to keep running and what to pause. Really focused on the top conversions if you're optimizing bottom of the funnel. So this is remarketing campaigns you want to be optimizing, see your best ads that have the highest row as you want to look at the seven 1430 and lifetime view. Because remember, people might not buy the first time they see your ad. It might take them three or four touch points before they actually feel comfortable to purchase. Now going through here, segmenting is really important. So as he said, using the remarketing audiences and those custom audiences, you want to start segmenting them into things like page views, view contents, advocates initiate checkouts. Maybe five plus pageviews, stuff like that. That you want to segment those in, the bigger your budget and more sedimentation you're usually going to have to do if you aren't really small budget, just dump it all into one ad set and let Facebook figure it out for you. Anything less than kind of like a $150 a day. Do that into one ad set. Once you start getting to the car backed by a 100 to 500, you're probably enough to start segmenting those out. And being a little bit more granular with who you're targeting, with what ads and when. The other thing is, as I just mentioned, on small budgets go with wide, wide targeting. Put all your remarketing prospect into one ad set. Let Facebook figure out who to convert. Most of that will be remarketing conversions, but you wanna make sure that you're utilizing your budget so that it takes up all the remarketing and then it starts advertising the prospecting. You don't want to use what little budget you have to just focus on prospecting, which isn't driving any conversions. So under $50 go with wide targeting, put re-marketing, prospecting one. As you increase your budget, you're going to start segmenting a little bit more. Now let's dive into this example which I already have open here. So here you'll see on my columns, you see my ad stand, my row S here, which is really important. And then the add to cart. And then I would nothing I really like to look at is post saves and post shares. These are very valuable metrics to me because if they saving posts and they're sharing posts, that means that very engaged. These also make great audiences for remarketing as well as lookalike audiences. I keep an eye on cost per engagement and then looking at the unique clicks and total link clicks. So the difference here you can see is I'm getting a lot of people clicking more than once on my ads. And then I'm looking at my cost-per-click, my click-through rate. Now, what I'm really interested in is looking at my landing page views. Because for example, people might be clicking on my ads, but then there's a drop-off between my ad click and my landing page. You usually that means my website is not loading fast enough and those people are leaving before the Facebook pixel can file. So here you can see my total link clicks or 11. And I've got about 10, 10 thousand that it actually going through and actually completing the total page load. So you can see that's a 48 cents versus 51. That's not too bad. If you have a cost per landing page, you double what your cost per click is. You know, you have a really bad page load issued. You know, something's going wrong. I CPMs bought all CPM is really low. Usually you're going to look at maybe like a fire at roughly around a 10, all the way up to a 20. If you're in competitive markets frequency, you can see I'm looking at my frequency across my prospecting and remarketing here. And then these are my custom metrics that are really important that I like to look at. So I look at my ad reach to purchase. So out of everybody who sees my ad, What's the percentage of those people that actually on purchase? And now look at the percentage of people who actually click on my ads and then go and purchase. And then I look at the people who click on my ads and then go to a cart. So you can see that 81% of people who clicked my ad end up adding something to their cart. Then I look at, okay, what's my cart, the purchase ratio. So you can see I have a pretty big drop-off here. You're out of everybody who adds to the academy 16 percent actually go and complete the purchase. So that tells me I need to do a better job at doing my abandoned cart remarketing. So I need to focus on getting some better ads in there. I need to maybe increase the frequency. I need to add a coupon code or some sort of special offer that's going to increase the, the desire for them to go and complete that checkout. And the other thing is I look at what rate, so what trade is really good? Because if you have a really low watch rate, it's going to say that people are not very interested in your ad content. So that means, okay, I need a different ad. So look at your benchmarks and say, Okay, this is doing well, this isn't doing well. So using the totals as a benchmark is a really good way to gauge what's working, what's not. The other thing is a shared reach ratio. So this is out of everybody who sees my ad. What percentage of those people are sharing? Usually you want over 0.02%. Over that is usually a good share ratio. And that's kind of when you start to see those earned impressions having an impact on your ad account. Now, if you have hi or adequate shared a reach impression, you know, you should be scaling that because you're getting a lot of earned impressions because people are sharing that. Now, when we dive into this a little bit further, we can start looking to see what's actually doing really well in terms of the audiences. And then if you click one more down from that, then you start looking at what's doing really well on the ad level. So you can see, okay, the only the videos will show the watch rate. So that means you need to compare videos that video ads. You can't really compare the click ads or image ads. So here I can really drill down into looking at a few things. So I can see here the ones who are doing well and ROAS. So I should maybe like get rid of some of these. Again, you want to look at your columns and set them up like this. And so add all your columns in here, and then you want to save that down here. So I say my conversions. I just want to show you that quickly before I went to the next step. And so here you want to look at your essay, your seven-day, you can see it's an eight row as 14 day. You can see it's a when this loads. You can see it's an 11 row as today, 21 and then lifetime 29. So lifetime, you can see that this one's not actually doing to all our average is 29 and this is only about a role as a five, right? So we wanna get rid of these ads. So ideally, what you wanna do is you want to look at your average, everything below my average, I should be getting rid of everything above my average, I should be spending more money on. So what you can do with that is you can do that for your ROAS. You can do that for your cost per clicks. You can do that for your click-through rates. And you can also do if all of these custom metrics here. So things that are looking at, click the purchase card to purchase all those sorts of things. So I can see here that at these ads down here, I'm not really doing too well in terms of, let's look at add reach to purchase. So these ones, Let's highlight these. So these ones are all under 0.1 and averages 0.29. So here for example, we might wanna go take a look at these, see what their role as is, okay, so their ROAS is not bad, it's not great. I'll probably get rid of these three, for example. So you want to look at your averages and then you wanna do your optimization based off that. Now you want to look at your seven 1430 and lifetime on that. And then you want to look at your ads and your, then your ad sets and then your campaigns. So you're working your way up. So this is a great process to follow when you're doing your optimization. It should really help with are using these custom setup metrics. These are pretty easy to do as well. When you are doing your custom columns. You can create custom metrics here and you just create those formulas. And then they will be automatically saved here and you can see here, so to click the purchase I'm using purchase divided my link clicks Carter purchase, I'm using purchase divide a Catholic advocates. Now the other thing I do is a lot of the time I will use uniques. So this Ad account, I probably should have set up the unique ones, but you get much better, much more accurate. And so you can see here I put a U in front of these, and these are the actual ones you want to use. You want to use unique cards and unique purchases. And that's gonna give you a much better, much more accurate view on those conversion rates because people can double-click or maybe people go back twice. You really want to look at how much you're paying just for that one person, not necessarily for every clickthrough. I'm Ben, then always look at the comparison as well. So you can see we actually have unique and we have regular in here so that we compare them and we look at what the differences between repeat and what the differences between uniques. Because if we have a lot of people coming back and doing it twice, we need to start thinking about, okay, why are people coming back to the site twice, or where are they clicking twice before they actually go make the purchase. So there's a bunch of things you need to take into account there. But definitely look at uniques as well as regular. And use your custom actions. Use your benchmarks and averages to optimize your ads and your ad sets, all that sort of stuff. So that will give you a great process to follow. And you want to do that every few days. And then you want to also look at increasing your budget by five to 10 percent every three or four days as well. As long as your account is doing well obviously. So hopefully this is really useful and you've got a bunch of information from that about optimization, especially at the bottom of the funnel. What sort of metrics you want to look at, what sort of columns you should be using. Let me know if you've got any follow-up questions. 19. Optimizing Top Of Ad Funnel FAQs: All right, this is going to be a great section. We're going to do a FAQs on targeting and tracking. This is a massive question that I always constantly get. So definitely make sure to add in any of your questions as well, more than happy to answer them. We have a ton of stuff on top or if marketing.com backslash blog that addresses a lot of the most commonly asked questions and issues that we see with tracking and targeting. So let's dive into here. So what should my targeting be on a small budget? So I know I've mentioned this a few times, but goes super wide, super broad. Let Facebook do all the work. Because you don't necessarily have a big enough budget to go and start segmenting and slicing up all of your data and slicing off your audiences. Most of that is going to go to remarketing. And if what is left over goes then into prospecting, Facebook will have the data from those remarketing purchases in that ad set to then go and find the best prospecting. Now, this works really well on a very small budget, but just keep in mind that most of those conversions will be remarketing. Good place to start though, very easy place to start. Alright, next question is, which platform has the most accurate tracking and stats? So this is a really tough one. But the first step is to make sure you are always using UTMs. So UTM tags on every ad, every link click as much as you can because most of these analytics tools rely on the UTM. And then, and then you have to then go and look at the pixel data as well. Now pixel data is gonna get a lot harder and we're gonna probably see more some stuff go to server-side, which is going to be even better. But at the moment, I really suggest using the Facebook attribution tool and the Google attribution tool. They are free resources and you can get a lot of information, make sure that you're adding their UTM parameters for your campaign name so you can tell which campaign is which. Next question. Why does Google, Facebook and Shopify and not match up? So this is a very common question, but I answered that earlier in this chapter. It is because if every platform wants to try and take as many conversions as possible to make themselves look better. So that's why you want to look at multiple channels and multiple platforms to try and get a good understanding of where you're at. One of the best check marks to go back to is to look at, okay, what was my total revenue for this man's? What was my total spend for this month? And then what is actually the leftover profit? And then you can say kind of okay, well, roughly That's a whatever row as that is, or whatever profit margin that is. Let's see which channel matches up with that. Matches up with our profit margin the best. So yeah, I highly suggest not just looking at these tools, but also just literally doing a manual check to see how much money you're making each month. Always the on top of your numbers, it makes a massive difference when you're scaling. You don't want to be on the wrong side of the number so that when you scale it gets worse rather than getting better. All right, next question is, to summarize. Usually the e-commerce platform has the most accurate data. So you're looking at you're looking at the Shopify or WooCommerce, they're going to have the most accurate revenue data in terms of tracking. That's a tough one. Usually the ad networks do a better job at tracking because they have UTMs and they have pixels installed. And then you've just got to make sure that they're installed properly. So using apps in your websites are usually a much better way than trying to manually install those. All right, next question is, what channels should I run ads on all or just one? How does this affect tracking? So this is one of the problems you get when you start opening yourself up to multiple channels. One of the big things is the more channels you have, the more overlap of your conversions you'll probably have. So only really start expanding your channels if you are going to switch channels because of the channels not working, you understand that there's going to be some sort of overlap, usually like five to 10 percent or something. And you can account for that. Remember, do your total profit and loss on each month to see kind of what your actual revenue is and then what your ad platforms that reporting, and then what your Google Analytics is reporting, and then what your Shopify store or CRM or your yes, CRM is reporting. I really suggest starting with Facebook and Instagram. It's an easy place to start. It has the most rich and features, few utilized as a self-serve platform. Then I usually suggest you go to Google. You can connect up the Facebook attribution tool with Google as well so you can get rid of some of that overlap. But yeah, again, you're going to have this no matter what, until they create a really good tracking system. But it looks like it's going the opposite way with privacy. So tracking what are in, they get harder, I would say. Next question is, why should I use UTMs? That exact reason you need those UTMs so that when that link is clicked, that UTM information passes to your website or wherever you're sending that traffic so that they can log that, that's where that traffic came from. There's a ton of tools out there that are blocking the UTMs at a stripping URLs and that sort of stuff. But just as a rule of thumb, try and add as many UTMs as possible to as many sources as possible. It's better than not having anything. Everything in your Google Analytics account that is direct slash none. That is everything that is unattributed or unable to be tracked. So you'll find that that's usually 40 to 50% of your, your sources in Google Analytics. So that means you need to add more UTMs, even if they do get stripped. Just try and add them in any way you can. And that's like your email servers, your ads, your blogs or whatever it may be. A lot of these platforms will automatically add UTMs for you. But just double-check that when you're setting everything up. Next one is, what ratio should I spend on prospecting grocery marketing? So usually you'll gradually move your way up. So you'll start off probably with a new account spending 5050, if that not usually even more on remarketing. So usually like a 100 percent on remarketing. Once you get some money, then you might go A123 marketing and prospecting, then 5050 marketing and prospecting, then 606040 and then 30, 70 and 80, 20. And usually we like to try and get accounts at scale at 80% spent on prospecting, 20 percent spent on remarketing, because we just need that massive up the top funnel getting filled so that the bottom of the funnel can keep expanding. And this is where looking at that ROAS and looking at that revenue generated is really important because you're spending a lot of money on prospecting and bringing in new customers. You gotta make sure that that traffic is actually converting into new customers. So this is why we put so much emphasis on looking at the attribution tools, looking at the analytics tools, and looking at the ad dashboards and then double-checking with manual profit and loss checks. So using multiple tools is the answer to that one. And then definitely looking to start out with more remarketing and prospecting. And then as you scale, you should be shifting more of your spend over to prospecting, cursory marketing. So I hope this answers a few of the burning questions around tracking and targeting. Please let me know if you've got anymore more than happy to answer those. I shoot me an e-mail jacket, talk with Martin.com or you can add them below. Or in a growth hackers chat or something like that. More than happy to answer those. So send them through. 20. Course Recap: Okay, Fantastic. We're almost at the end here, and we're just gonna go over a few things to recap, to-do lists, things that you need to take note of and just to give a bit of a summary as the most important things you should be taking away from this course. So let's dive into this. Now. Really, out of all the companies who have scaled the meaning to those who have spent these four things are really, really important. So building a final using top and bottom, separating out your traffic like that, you need to start doing that if you want to scale, you can't keep looking at everything is a one click to purchase, a customer journey. And the other thing is if you want to really get more advanced, start looking at tools like high acts or click funnels or Java or something like that where you can build a final with upsells or go and install apps. And that's another thing to try and make sure you're increasing lifetime value and increasing average order value. Those things are really important in building that funnel. Remarketing. A lot of the time not enough people are doing enough remarketing, so you spend so much money filling this final, make sure that you give everybody as many chances as possible to purchase. Make sure that you are hitting all of your different remarketing buckets, your social media remarketing your website remarkably in your email remarketing, messenger, marketing, SMS, whatever, maybe try and tap into as many remarking channels as possible. Try and make sure that you are getting your frequency up there pretty high. So you're giving ample amounts of time for someone to go and make that purchase. Because the thing is people aren't going to make that purchase quickly. And you're going to find that it is a lot harder to go and get new customers, then try and just nurturing the current ones that you have and making sure that you're getting them on board. So make sure that your frequency is pretty high on those remarketing campaigns and you're making the most of that. Same thing with data. Make sure you're constantly testing. Make sure you're using that data. Looking at all those different platforms, looking at all the results coming in on your campaigns, really breaking down what your averages are and getting rid of the stuff that's on your average and spending more money on the stuff that's above average. Those things are going to help you scare your account. Also, making sure that you are doing those split tests. So you can use the Facebook feature split test or you can do your own split tests. Either one, It's a great way to test things like offers creative copy, that sort of thing. And yeah, just make sure, like what we do. A lot of times we keep a big log in a Google Sheets. We look at all of the tests we do and what the results are. And so we have a bit of a bible of everything that we have tested and everything that worked and everything that didn't. So we don't go back and actually only be doubled testing and we're continually improving the accounts. Next one is creative. Now creating is going to get more and more important. As these ad platforms get more automated, you have automated rules, you have automated ad placements based off pixel data and that sort of thing. A lot of that stuff is getting more automated. So what do you are left with? Is the creative. So how do you create something that's interesting, engaging gets comments, shares, and likes, and also emotionally connect with your potential buyers. So really invest some time into coming up with some good creative. Make sure you do that avatar sheet to really understand who your customer is. Because that's going to make writing, copy and creating images and video much, much easier. Again, user-generated content has some of the highest conversion rates. So definitely try and leverage user-generated content. So there's the first four things and then we're going to jump into the next section and go over all the takeaways from those. 21. Facebook & Instagram Ads Recap: Hey guys, we're gonna go over a few of the ad recaps. So what was really the big takeaways from running ads on Instagram and Facebook. So let's dive in here. Hates me the broken record, but continually tests, continually optimize. Use a triangle or gross. Remember, it is the creative and copy on one corner, then it is the website traffic on another. And then the third one is the website experience. Sorry, not website traffic. It's copying creative traffic source. And then our website experience. So make sure you are constantly improving those strange things. And you're gonna find that your ads definitely improve as you tweak those things week over week, I'm changing up your offer makes the biggest impact. So test your offer. Test multiple offers. Go back to that chapter. If you want some ideas on different types of offers you can create, really look at how you can improve your average order value in your lifetime value. Naming convention in answers key, staying organized is really important. It's very hard to scan account when there's no organization. So users naming conventions we provide, use those sheets that were provided so you can plan out your campaigns, stay organized, and also use your UTMs. That's another part of organization. Make sure you have consistent UTMs. So what we'd like to do is we make the source CPC cost per click on us or the channel that we're running ads on. So like Facebook or Google will make that the source and then we'll make the medium CPC and then will usually make the campaign or content the campaign name. And then you can keep going down and using those other UTM parameters. If you, if you need more information on the traffic. Now, what we can do is we'll link to a tool down the bottom, which will help you build UTMs. A lot of the platforms will have a built-in already, like Facebook for example, you can build UTMs in there based off dynamic information such as the campaign name. So that's very easy. And then just duplicate those out. Make sure you're adding those UTMs. It's gonna make your life a lot easier when it comes to tracking and when you get more involved in data. So that was the ads every capitalist dive into the next section. 22. Full Digital Marketing Picture: All right, so one of the massive issues that we always run into when working with brands is they always want to think about how they can keep just pushing ads to keep growing. Now, it's really important to diversify and look at your digital marketing as much more than just running ads on Facebook and Instagram. You want to diversify. You don't want to have all your eggs in one basket. So a few things to take note of. Whether you are an e-commerce store or SAS or a service. Always think about how you can diversify. Facebook and Instagram are a great way to get started. But once you get up and running, That's one of the beauties of this. You can take that money that you've made in profit and reinvest it into other channels, reinvested into other resources, and improving all the areas of your digital marketing. So there's another reason I say don't put all your eggs in one basket, is that one day facebook can turn around and be like, Okay, now we're going to bend your account, or the same thing happens with organic ad accounts are sorry, organic accounts. You can get your account band and that sort of thing. So that's another reason why you don't want to have all your eggs in one basket, you want to diversify. So it applies to your digital marketing as well as your revenue streams, as well as your organic profiles. Now, another thing to note is no amount of marketing is going to make up for a bad product or service. So you can keep spending as much money as you want. But if the user, if the customers are having a bad experience with the product or the service, you're just going to, you're just going to amplify the problem by pouring more and more money on it from your digital marketing efforts, It's a really good idea to spend some money, figure out what customers love and don't love about your product, fix anything they don't love and make sure that they are having a tad at 10 experience and then growing and amplifying with the paid advertising. Many times do we see that people haven't found product market fit us yet? They try and force the products down people's throats with advertising. And it just ends up backfiring is people refund, they churned, or they leave negative comments. So it's a good idea to try and make sure that your product and services dialed in before you start scaling too much. Now of course, some people want to validate that product with paid ad, which is perfectly fine. Just make sure that you set clear parameters of like, Hey, we're going to acquire a 100 users. Then we're going to get feedback from at least 20 percent of them. And we're going to analyze what worked and what didn't, and what they love and hate about the product, fix any issues, and then we'll go back with our next $5 thousand test. And so think about it like that. Think about it logically and make sure that the products and services on point. Now, a good kind of breakdown that I like to suggest to people is you have 30 percent of your revenue coming in from paid ads, 30 percent of it coming in from email, 30 percent from direct slash none. So this is just like stuff that you can't really track or people who are actually just type in your URL or your brand name. And then 10 percent is kind of just floating around and can be anywhere. So that's a good way to think about your revenue coming into your store. You don't really want to be in the case where you've got a 100 percent coming from ads or a 100 percent coming from e-mail or a 100 percent coming from direct. Make sure you're diversifying, make sure you're splitting that up. So hopefully this helps a little bit in putting digital marketing in its place within your whole marketing strategy. Let me know if you've got any questions about how you should be looking at your digital marketing holistically and then where Facebook and Instagram ads fit into that. So see you next session. 23. Marketing Setup Checklist: All right, This is a great section. This is the checklist for getting set up if you haven't randomly adds yet or if you're looking to dive in. This is a nice little checklist for you to go through. Starting out first is make sure you own all of your assets. So setup that business manager, own your Facebook page or Ad account, got Instagram account, your pixel, own all those assets because it saves you a lot of headaches in the future, especially when you start adding employees or freelancers or agencies. You want to own all of that information. You want to own all of those assets. Next one is to start with one channel and expand out from there. Start slow, and then go up and test out some new channels here and there. When you have a bit of extra budget, don't try and start with all channels at once because you will find that your focus deviates and you don't necessarily put a 100 percent into one channel, get that channel working, and then go to the next. You want to, you want to conquer the first one and then go to the next one, the next one, the next one. Again, you could also take learnings and data from your first channel to better launch in the second channel a little bit faster. So most of the time we go from Instagram and Facebook to Google, to LinkedIn or Taboola or Snapchat or something like that. But there's different channels and different quality with each of those channels. Google and Facebook is definitely what you want to start when you're starting out. No shame in starting with a really small budget, 20 or $50, just get going. Is that why targeting focus on remarketing first and maximizing your remarketing and then start looking at prospecting. The reason for this is you can get a, get squeezed as much value out of your current customer base or your current website traffic as possible. That's gonna give you a little bit of extra revenue, then start spending on prospecting. So start small and scale up. And then once you get to kinda like a higher level, you then start splitting out your ad accounts. All of that stuff that we talked about earlier. But again, start small, test that out and then expand from there. I already mentioned, start with remarketing. Try and do your website remarketing your e-mail list, remarketing your social engagements, are just think about any way that you can get a second touch point with anybody who already knows about your brand. Start with those. Don't try and start straight away in prospecting, don't be like, okay, this interest is going to work. I know it. And then avoid setting up all of your remarketing and then go straight for the prospecting because you think you're gonna get new, new clients, or you think you're gonna get new customers. Focus on the guys that are already about to check out and then move out from there. Next one is use all of our calculators and templates were developed those over years and years of trial and error. So we've put a lot of work into building those. It's taken a very long time to build them. So definitely try and use those because you're gonna get a lot of knowledge out of just having that information available to you. And it's going to make understanding the process a lot easier for you to. So hopefully that helped and hopefully you can take away some of those and then get that account set up, get those ads started and get that running, and then start scaling from there. But let me know if you got any questions about that and would love to see your store starting to scale. 24. Ad Creation Checklist: Hey guys, So this is a big one. Setup or checklists or creative. So what should you be doing? What should you be focusing on? We're given you a ton of information. So starting out, don't assume anything with creative. You have no idea what people like and don't like. Don't try and pretend like you do. Even if you are the brand owner and you know your customer, you still need to test. You still need to use data and logic to make your decisions. You can do some guessing from your gut. Sure, but that's not a scalable method. And your God could possibly be wrong and you go down the wrong path, data will lead you in the right direction every single time. When it comes to ad placements, separate out your portrait and landscape. So essentially that means don't run story ads in just a regular campaign. Separate out your ad sets and campaigns based off regular ads and story ads. They are two very different types of creative and they have very different engagement types. So make sure that you have created for both worst-case. Don't run ads in stories, focus on the News Feed if you don't have the portrait size were found that trying to squeeze the landscape into the stories doesn't always work. And separating them out always works really well. Storage works extremely well for sales and promotions and that sort of thing. Again, on the ad checklist, this is a little bit more to do with ads, but when you are running sales and promotions, do not worry about running them at the same time as your evergreen campaigns. Evergreen, meaning they just run in the background constantly. A promotion, usually one to two weeks maximum, is fine if you're targeting the same audiences, it's better than restarting your evergreen campaigns at the end. Because in either way, you're either showing multiple adds to that person who's really, really high chance of buying. And they're seeing irregular ads and then they're also seeing your sale ads, which is a great thing. And there's not really a huge downside if it's only a week or two. So don't worry about writing promotional campaigns alongside your regular evergreen campaigns. And then I divert a little bit there. Next, test the offer, then the creative which is beyond image, and then the copy. That is the order of importance. That offer is going to make the biggest impact, then the creative and then the copy. People do not even read the copy if the creative doesn't grab their interest. And then the next one is do a reality check. Are you actually interested in this ad? Does it look like something you would click on? Use those standard procedures, standard operating procedures that I showed you in that other, in the other lesson, make sure that you are actually being true to yourself and thinking, okay, is this actually a good offer? Is actually a good ad, is something that I would buy. Asked people on your team, asked three or four friends, ask a Facebook group, ask any sort of mentor-ship you have, make sure that you're actually creating something that people are interested on. One, if they're like normal interested are all great, gone, get someone else's opinion. But don't just assume that just because you think it's good that it's going to work. Next thing is, always do a check when you launch your campaign. Check to see broken links, check to see correct dates. Check to make sure that a copy is correct for spelling mistakes, all these small little things are a pain once you have to go back and edit those. So always check twice, measure, twice, cut once. Great little woodworking reference I got from woodworking class and I was in high school. It applies to almost everything in life. So hopefully you guys enjoyed this section. Looking forward to wrapping it up in the last lesson. 25. Ad Campaign Launch Checklist: All right. Congratulations Guys. You've gone through and you've listened to me for probably about two hours now. Hopefully I've delivered a lot of value so that you can really understand a lot about Facebook ads, lot about Instagram ads. You know how to do the things that I'm telling you to do. And you have an idea of what you need to do. And you have a good clear understanding of the process from small to medium to large and scaling. Now, we're just going to wrap this up with a campaign launch list or a checklist more. So I'll put in some launch, launched things in there too. Why not? Starting out? Use the split testing feature and know I keep saying this, but keep testing, test your bids, test you're targeting, test your campaign types. It has all these different types of things. You never know what's going to work. Sometimes we do a split test in Facebook and a split test. I was extremely well, great row as our great CPA. And then we go to implement that in our evergreen campaigns. And the results just debt for flat so and make sure that you are using the split testing feature and getting good idea with that. And then a lot of the time, take those winners and scale them again. Spend more on what is working and less on what he's not. Separating out your remarketing prospecting. I know we've been over this a lot at super important. Just start out with top and bottom of the funnel. Don't even worry about middle of the funnel. Just start with those two. And then once you get more advanced, you can then start looking at breaking it down into even smaller segments. Organize your sales events. So this is a big one because when you're running campaigns, sales and promotions are a great way to give you a reason to contact existing customers or people who are on the fence. So usually once a quarter, have a set sail period, prepare well for it. Build up your big audience of people and then deliver that offer or that promotional sale to those people, you'll get much better conversion rates. You get much better engagement rates because people feel like they've got a great deal. You will connect with them a much better because you're adding that extra support of giving him that promotional deal. And there'll be much and hopefully have much longer lifetime values. Now having said that, make sure that you're not just constantly discounting too much. This is where creating good offers that have a high perceived value, not necessarily a cost value, are really important because if you're just constantly on sale, people are going to get used to that and people are going to wait until he don't sail to buy anything. So make sure that you're not constantly discounting too much. And make sure that you are always kind of preparing in advance what the sales is going to be. Have the creative, ready, use stories that works really well. Hit up all of your lists, all of your remarketing audiences when you have a sale. Don't worry about just the last 30 days. Open it out to everybody because promotions and sales are a great way to reengage customers that maybe bought a long time ago. All visitors that visit a long time ago but didn't purchase. So open that wide up to everybody in your remarketing audiences. Another thing, use, use naming conventions and use all the sheets that we've given you and you shouldn't go wrong. Let me know if you've any questions with that. Now, a little to-do list. So maybe set yourself a goal to reduce by next week, a week from today. Set up your Facebook business manager and all of your assets, talk to your top customers. A lot of companies will go to start running ads and they don't even know who their top customers are or what they like, what they dislike, or why they bought their product in the first place. So it actually would talk to your customers. You can save yourselves thousands, if not millions of dollars doing this segment, your traffic top and bottom. I also suggest either screenshotting this or getting these slides and just writing this down as well in your to-do task, whether using Trello or something like that, or a sign-up. Use video. So try and get one piece of user-generated content or put together a slideshow of your product with overlaying benefits, just try and get at least one video created that you can then go and use for your first round of ads. Optimized, immobile, everything is going to move out. Most of the accounts we work in, 60 to 80 percent of the traffic is mobile. So if they get to your website and it does not look good on mobile or is hard to check out on mobile. You're going to have a hard time making your ROI back out for running ads. Top of the funnel is extremely important for scaling this number 6. So make sure that you are planning a top of the funnel. Make sure you're looking at that different attribution types to make sure that you're scaling in the right place. Doubled down on remarketing, make sure that you are maximizing your audiences and using them and squeezing as much value out of them as possible. Because you do spend a lot of time and money getting them into your final, don't let them fall out easily. The other thing is a great metric that is very unutilized as the share metric. And impressions are what fuels bipolarity. We have got Viper, which is essentially a viral tool that we definitely know a lot about this. So definitely look at how you can get more people tagging, more people sharing, and those burned impressions will double down and make your ROI a lot better. So things like using influences, using user-generated content, using interesting and engaging content and content that adds value is going to get way more shares in a basic sales promotion for 20 percent off. So get creative. Look at all your competitors, see what they're doing and try and think, how can I do that better? So that pretty much wraps it up. Just logging in here, this is my contact info. Definitely reach out if you have any questions, you can go to jetpacks and.com. You can ask me on Twitter, Jack Henry Paxton. My email is Jack at top growth marketing. Jack at 55, jack at high AX.com. Any of those will get you in touch with me and I'm more than happy to answer any questions you might have. So hopefully this was a lot of value. Don't forget to review this course. Let me know what you think. Let me know if there's anything I could improve on. Again, I'm testing. I'm trying to figure out what's working, what's not. So give me some feedback. Give me some, give me some love in those comments and I can't wait to see your accounts grow and look forward to seeing you soon. 26. Bonus 01 - IOS update and API tracking: Hi everybody. Thank you so much for joining us for today's growth lab. Today's class isn't advanced Facebook marketing masterclass where we're going to be optimizing your data to scale your business. We're joined today by Jack and Kate from top growth marketing. There'll be walking us through how to understand the importance of tracking proper data through Facebook ads. So you can further help to optimize and scale your business. I think there have been some changes with that. We're excited to learn about those changes. I know nothing about them. Facebook always be changed and stuff. Some quick clean up before I pass things over. This session will be recorded and you'll receive a follow-up e-mail with all applicable resources around this time tomorrow, so no worries about taking too many notes. Everything will be emailed to you. There is a live poll on the right side of your screen right now. So please, please let us know where you'll be tuning in from or where you are tuning in from. We love to see it. All that being said, Jack and Kate, take it away. Well, thanks, Megan, really appreciate it. And yeah, so he made a few slight adjustments to talk more so about the Apple iOS changes and how that's affecting brands that are using Facebook and Instagram and all the different social apps too, Wanted to all scale their businesses. And so this session, you're going to learn a bunch about what sort of data you should be looking at the changes that happened with the Apple update, what to expect with those changes, and then how to fix all the issues that those Apple iOS update. All of the issues that has created. So I know there's a lot of worried brand owners and advertisers out there who don't know a 100%, no, kind of like the full impact of the Apple iOS changes, but they are seeing decreases in their ad accounts and drops in revenue and that sort of stuff, which can be really scary. Today. We're here to talk you down off that ledge and just put share all the information that we've been sharing with a bunch of clients that we work with, and a bunch of people that we communicate within the industry as to how everybody is handling the Apple iOS changes and how they're going to be handling their digital marketing moving forward and continuing to grow using paid advertising. So I think this is, this is one of I know what to be up to like four or five sessions now. But yeah, we really loved sharing all of the info about all the things that we learn on a day-to-day, running all of our ads on Facebook, Google, all these platforms. And this was a big spanner in the works. So a little background. Started at Agency talk with marketing. You're running ads for ten plus years. And we have an amazing, awesome team. And KTM as one of our project managers who has been leading the charge with making sure that all of our brands are compliant with the new Apple iOS updates. So he's an expert on this and you'll be in the chat. And then we also have Jenn, who's also more of the creative side. But she'll be there to answer what are your general Shopify questions and marketing questions. So today we'll have a bunch of information for you guys and then we'll do a Q&A because I know there's a lot of questions going through people's heads with this update. And then maybe at the very end, we can open it up to you if there's anything else you guys want to cover. Because I know we did change this topic a little bit to make it more focused on the Apple iOS updates. And if I don't look directly at you eye-to-eye, it's because I'm looking at multiple screens here, so I'm not trying to be rude. Starting out. What happened? Why did happen to make this change? What are the impacts on your ad account, on your business? All that fun stuff, the steps and examples on how to fix all this stuff and make sure that you can continually run ads and profitably scale your business. So as a bunch of stuff, we're going to kava here and it's all going to make sense at the end. So don't feel worried that you're missing something or if you like, there's any stupid questions. All questions are valid, so drop those into the chat and ask away. So starting out, what was Apple, Apple update? If anybody hasn't explained it to you, it is essentially Apple saying, hey, any apps that are in our app store now have to get permission to take our users data. So now anytime you go into an app and it's going to show you the screen that says, should you allow, that, should do want to allow this app to track you. And that essentially means that if they say yes, that data can, the third-party data can be passed back to the app, which is Facebook. If they say no, that will not get passed back. So we're gonna dive into what first-party data means and what third-party data means. Because it's going to be really, really important in moving forward with your brand and understanding the importance of the two and the impact of third-party data. Shrinking in the amount of use cases that you can use it for. Going over this. Now, some of this has a little bit more technical that the update was released early May. So this is maybe why you started seeing a drop in your Facebook ads, especially in terms of rows. It's also a reason why you might have seen a drop in your marketing efficiency. So that is, your remarketing audiences were probably a little bit smaller and not converting as well. The algorithms and Facebook and Instagram, we're not doing as good a job because they have less data. And also, the biggest one is that it was limited amount of data getting passed back in terms of tracking people when they completed specific actions on your website. So for example, a purchase. Okay, so what is Apple's app Tracking Transparency framework? This is essentially apple putting in place a bunch of policies to protect the privacy of all of its uses. Now, usually they roll out these updates. And for this update, brands usually had two dash three months to prep for this. So there's a bunch of things that you need to do in Shopify. And you need to do on your ad account which we're going to go over, which will help minimize the impact that this has on your brand. And it will help you fill in some of the gaps and I'll explain exactly why should do them and how to do them. The other thing that you should know is idf j means the ID for advertisers. So this is something that iPhone or Apple created. And it is a randomized key that gives everybody identification. Before the update, about 70% of iPhone users, we're allowing apps like Facebook to use this in marketing and tracking and all that fun stuff. They're expecting when iOS 15 rolls out, this two drop to roughly ten per cent. So you are going to be losing a lot of data from a lot of customers. And I'm sure all of you know, iPhone, an Apple product users usually have a much higher conversion rate. They usually have a high disposable income, and they are usually one of the top people that you want to target. So this is going to be tough for e-commerce brands, but don't worry, there's a bunch of stuff that we're gonna go over. It's going to show you how to best prepare for this. Now, the adoption rate of 14.5 was relatively slow. It usually takes two to three months for Apple users to fully update to the latest version. Now, all the people who have updated so far, only five per cent of people have opted into tracking. So it's totally normal to see a big drop in your advertising, ROAS and all of those statistics that are getting shown in your Facebook ad account. So don't panic because the conversions are still happening. They're just not getting trapped as well. So you'll notice one of the most important thing to do is look at your total revenue and look at your total ad spend, and then work out your marketing efficiency. So this is essentially how many doors and less spending on marketing. How much revenue am I making in total? And so you'll be able to, the best-case is to track that month over month. And you'll be able to see that the prior month, your total ROI for your brand should be pretty consistent and maybe your Add Row as return on ad spend is maybe just dropping when Mae came through. So don't panic too much just because your Facebook ROAS is dropping, doesn't necessarily mean that all your revenue is dropping. Okay. Just a quick little chart that will show you the adoption rate. I think I updated this today. So you can see here in May when the update rolled out. And you can see as of now that's 65% of people will have opted into 14.5 or above. And that is when that privacy Notification got added to iPhones. And Jack, just a quick thing here. A lot of people are saying that they don't use Apple, right? But this is something that has affected the entire Facebook platform. So a lot of Facebook users use Apple products. And so rather than segmenting out those different users, facebook just decided that this was gonna be a big sweeping change if they're gonna make. So maybe you're not targeting Apple specifically, but this still will affect your business. Yeah, a 100%. And just don't think of Apple just as iPhone. Apple is Safari, which is old desktops. It is all iPhones. And it's any social app, essentially that comes through the App Store. Apple has its, its control over a lot of different aspects of the business. Now, when you go into your Google Analytics, you can also take a look to see based off your browser, the difference between Chrome or Safari. And then you can also go and look at device. So it can show you the breakdown of Android versus Apple. So take a look at those stats and see how much percentage of your traffic and conversions or revenue are coming from Apple products because yeah, as Kate said, even if you're not targeting those people. It will have an effect if there's any touch point within a mobile phone app. Okay. So this is a historic view of what the change and transition looked from 413 to 14. You can see that it took a few months. So I think the real update, the real drop will come when iOS 15 rolls out. So we still have a little bit of time for you to get all set up with all of these tactics that we're going to share with you. It's really important to get started on them as soon as possible so that you can be ready for when. As people, more and more people adopt the iOS 14.5 plus. And also as more people opt in, sorry, update, lot more people will be opting out of tracking. Okay, so what does this mean for your brand, your Shopify store, the advertiser. So essentially it means that there's less daughter available. This means your remarketing audiences of smaller. So if someone visits your website, Facebook can't tell what Instagram can't tell if that person actually visit your website anymore because the apps will not be passing back that information. Or for example, maybe the Safari browser will not be passing back then inflammation. Your remarketing audiences will shrink a little bit and we're gonna go over ways to minimize this. Um, you're going to have less conversion tracking transparency. So this just means that when someone does go and make a purchase, there is less information getting passed back to Facebook, so it's harder for them to say, okay, this ad cause someone to purchase or this campaign cause someone to purchase. Again, I'm going to show you how to minimize that as well. The optimization is a big one. So as you know, Facebook and Instagram run off a lot of algorithms and optimization that's done on the backend. With less information, that algorithm has had a little bit of a hot time over the last month or so in terms of using that data to better target customers with your ads. So this is another reason why a lot of the Facebook advertising budgets or campaigns have been a little less effective over the last few weeks. The other thing is that removing a lot of data. Now, let me know if this is too technical. If this is not technical enough, I want to get a read on where everybody is at in terms of how deep they want me to go into all of this data stuff because it is very, it's very important to learn. And I can give you a very high level so you can get the basic gist of it all. Because even you talk to some of the most, you talked a huge store owners or big analytical people and they'll still be confused about what first-party data means versus third-party data. So to break this down, simply, first-party data is information that you collect on your website and you keep on your website. This is like an e-mail list. Second party data is when you're essentially buying an e-mail list or getting an email list from someone who's already collected those emails. So this is like getting a maybe you do kind of like a webinar, a joint webinar or something. And you get the list of attendees and you upload that into Facebook. That would be second party data. Third-party data is when you're using a pixel, because that pixel can be placed in many places and the data collected from that pixel goes back to a central location. So you can see this in the diagrams. These are multiple web properties. So this could be a website, it can be an app, it could be whatever. You're essentially collecting that third-party data and sending it back. A lot of the browsers, a lot of the tech companies are trying to restrict the amount of third-party data that people can collect. It's too easy. So yeah, my advice to everybody on here is to start really focusing on collecting e-mails, collecting phone numbers, and building up the mouth first-party data you have. Now is a lot more advanced stuff that we can go into around this, but I'll keep it kind of high-level Kd. Is there anything in the chat on whether this is to advance or not advanced enough? The only comment I've seen so far is that they're understanding everything and the more the better. Perfect. Okay. This is a quick outline as well to help you understand the difference between first-party cookies and third-party cookies. So if first-party cookies, they are essentially helping you be ordered logged in there, helping you navigate and use websites better or helping you use apps better because they're remembering who you are so they can actually deliver a better experience for you when you're using your app. Third-party cookies are usually not trying to deliver a better experience than trying to take your data. So this is one of the main reasons why the browsers and people like alcohol or trying to restrict the amount of third-party data that gets transferred. Usually back to appetizers. And remember, all of these slides will be in the email recap. So you can come back and read through these. Pixels are one aspect, but cookies are also stored in browsers. So just so that you're aware, cookies have already been banned, or third-party cookies have already been stopped or prevented on Safari and Firefox. And then Google is also planning to remove third-party cookies later this year. So understanding the difference between first-party and third-party is very, very important. Now, I know that was all super scary. Everybody is like, ****, this is ridiculous. How can I do this to us? Don't worry, we were thinking this as well. So we came up with a bunch of ways to help fix this problem. First thing you're going to want to do is verify your domain in Facebook. Now, you might have seen this a little bit, but this is a really important thing to do because once you verify your domain, you can do a bunch of other things. Now, this is one going to help secure your brand because Facebook wants you to verify your domain and prove that you are the owner of this website. And that's one aspect to it. The two, verifying your domain will allow you to tell Facebook, Hey, these are my most important events because Apple is only letting you track a maximum of eight events that talked about releasing more. But at the moment, it's just eight events. So it's really, really important to go into your business manager, come down to your brand safety, go to domains, and that's going to ask you to verify your domain. Now, one thing you can do is you can actually just paste our code into your website header. Or you can use C name or a bunch of different strategies. I'll see if I can actually just go in and give you a quick look at how to do this. We're going off script here, so this could go extremely wrong. But yeah, so when you come into here, you're going to want to go to your business manager. Know, two-factor authentication. Sorry guys, let me just get this for me. This is how bad security's gotten. Not even typing it. Okay? Now you try and hack me right now. Okay, So here we go. Fantastic. I can read and I was able to put it in my code. Alright, so diving into your business manager, that is just business.facebook.com. What you're gonna wanna do is you're gonna wanna go in there and you're gonna wanna go to break down a brand safety. So under brand safety, you're going to have the ability to click on domains. And then you're going to want to choose your own domain. So this is really important because you want to verify your own domain here. And so if your domain isn't here, you can simply add it. And you can add Google.com. You've got to actually put, putting your own domain, but you just come in here, you add your own domain and it will give you the instructions to go and place that tag. Now, once you have done that and that is all verified, it takes a few seconds you go to your events manager. And now your events manager is really important because this is where you choose those events that we've talked about. So this is the purchase Add to Cart initiate checkout. If we go back here, these are the ones that we suggest putting in there. So purchase, if you want to collect a value as well, takes up four spots. Payment info, initiate checkout cart, and be content. We suggest adding those ones. Now when we come back here, you go to aggregate event management and you can configure your events here. And so this is going to be where you can come in here. And we'll use ours. We haven't even verified our domain on our website. Guy's lucky, we don't run any ads. Okay, and here you will want to go and verify your domain if you haven't already. But let's go to another one that I know has verified domains. And then once you have verified the domains, you can manage your events here and you can see them all placed in here. So that is step number one for verifying your domain doctrine. Take long, take you five-minutes. And it's going to be really good because you're gonna be able to tell Facebook, Hey, you want to optimize your ads. And it's going to also allow you to a bunch of other stuff later down the line. So the next step, so this is going to involve Shopify a little bit. Now trouble if I did a great job at making this a lot easier for merchants. But the main thing to understand is a conversion API is something that Facebook made to try and piece together a bunch of different information. So if you don't know what an API is, it's essentially two softwares talking to each other through the interwebs. And they're saying, Hey, do this, the other one saying do that, and one saying, I can do this and you can't do this and that sort of thing. It's how software and different platforms talk to each other. Now, facebook rolled out a conversion API. Now what this allows you to do, it allows you to collect all the information on your website and send that back to Facebook. And then Facebook and try and match up the names and e-mails, unique identifiers, and all the different things that they can collect from your Shopify store. They try and match that back to the users and the ads that they saw or clicked. And that way you can fill in some of the missing conversions that you might be missing. If you were to not have this conversion API setup. So very easy. When you're in Shopify store, go and navigate to your sales channels and your Facebook. Now, I highly suggest using adding your Facebook channel anyway, because it allows you to easily integrate your Shopify store with Facebook. You can add your product feeds and all that sort of stuff. It makes it very easy to set up stores and those sorts of things in your pixel placements. A ton of benefits for adding. Facebook is your sales channels, so make sure you do that for Facebook. I also suggest doing it for Google and Snapchat. This is the easiest way to integrate with those platforms. So once you set that up, you can actually go back to your, you can actually go back to your Facebook Events Manager. And you can then go and set up your conversion API. Now, this is just a bunch of things that you're going to do. We have an in-depth guide because it does take a little bit of time that channel K can drop in the chat, that there's an in-depth guide of what you need to do exactly in order to connect your store and then set up your conversion API. I think I've actually got it. Whoops. I think I've actually got it here, but it's worth the five-minute read to go through this. And there's a bunch of steps here, but you can follow. I'm not gonna do this on the core because it might waste a bunch of your time. But go through and read that and that will tell you exactly how to do it. Now, let's get onto another really important thing. Third-party data is going away. So you do need to adapt, adjust, and adapt. It's a terrible thought to just say, Hey, I'm going to just sit here and wait for this to fix itself. You've definitely want to be proactive in the way that you do your marketing to try and counteract some of the issues that this update is caused. Once you set up your domain, you set up your conversion API, then you can start looking at a few other things. So what I suggest first is really understanding your numbers. So this is important because you want to understand how much my spending on ads, how much traffic am I getting? What is that traffic good? Is it converting, meaning what's my website conversion rate or what's my time on site? What's my bounce rate? Then looking at what's my total revenue? And that way, you're able to figure out with calculators, which we're going to provide with you. You can figure out kind of what your unit economics are going to be, what your ROI is going to be, and you just need to do it a little bit more manually as opposed to just showing up in your ad account. So I highly suggest that you go through and use some of these calculators. I'll give you an example of it in 1 second. But go and set up these calculators so that you can understand your metrics and understand your numbers and be like, Okay, now I need to get my click down to this, or I need to get my cost of traffic down to this, my website conversion rate up to this, to be profitable and will tell you all that information, It's calculator. Before I jump over there, I'm going to go over a few more things. When you are optimizing your ads, make sure that you are looking at on platform metrics. So this is our people clicking on my ads. What's my cost per click was my click-through rate. What's my share ratio? Are people sharing their content? What's my engagement rates? Are people engaging with the content? You really want to look at all of this information because it can help you identify good ads versus bad ads. Because you're not going to have a 100 per cent of the data available in terms of the conversion purchase on your website to say, Hey, this is a good ad. So used to be able to just optimize and look at the ROAS and be like this adds good, good, bad, bad, bad, bad. Now, there's going to be more of a gray area on the bad ads because maybe not all the conversions are getting passed back. So you want to start looking at the benchmarks of those click-through rates, engagement rates. And you can also look at a bunch of ways that you can set up percentages and conversion rates within Facebook now and you can set up specific equations, which I'm going to show you in a minute too. The other thing is, which I talked to a lot of store owners and they don't understand is understanding first touch and last touch attribution. Now, pretty much everything defaults to. Defaults to last touch, meaning the last platform or the last place that that person came from before they purchased gets attributed the conversion. Now, you want to also take into account what the first touch point was. How did that person discover your brand? That is the best way to think of first touch and last touch attribution models. And it's really important to start looking at this. Because now that the attribution window on facebook has gone from 28-day click on one day view down to seven-day click on one day view. You're going to be losing a lot of that information of when that person first connects or first discovers your brand. Okay. Now let's keep going. Any questions in there at all before I keep going. I know it looks like we got them all handled. Nice, Sounds good. Fantastic. So let's go and jump into the calculator. Now that's the row has article a jack chat. There's a question that just came up about placing the verification metatag and Shopify. I can hop in if you just put it in the header of your theme dot liquid file, between the opening and closing head tag where you would put a pixel or like Google Analytics code. There should be some other Meta tags are as well and just pop it in there and you should be able to verify your domain that way. Let me just quickly get the calculators and I'm gonna show you a bunch of those. Hold on a sec. This might take too long. I'm not gonna do that. My computer is not fast enough, but I will update this link so you guys can all get the calculators and it's super easy and self-explanatory. You just fill in the white, white sections. And then you essentially will get a understanding of what all of your ROAS rate should be, what all your conversion rate should be to be profitable. It's very straightforward. I've shared them in previous ones. So there's some updated ones that we released after I was 14.5. So those will be very useful and I'll update that. Everybody has the latest one. Now, just to give you a quick idea of the things that we look at when we are optimizing our ads. These are all the columns that we set up. Now, it's really important because a lot of these are on platform. A lot of them are off platform. So for example, post saves and post shares are on platform indicators that someone's really interested in your product or brand. Now, this is going to get more and more important in identifying people who are interested in your content, interest in your brand, before they even make it to your website. So start adding those things into your columns. Looking at the averages and seeing if your, if your ads are performing above or below average. Because if they're performing above average, you might want to allocate more ad spend to that. If they're performing below average, you might want to pause those or get rid of those ads. Start looking at your post, saves your post shares, your share ratios, post engagement or that sort of fun stuff. And then these custom metrics, which I'll talking about. You can then go and set those up super easily and create custom metrics. The ones that I like to do is the conversion rate from someone seeing the ad to purchasing, someone seeing the ad and getting to the landing page. Someone's seeing a landing page and getting to cut and then someone going from card to purchase. Make sure you are using the unique version. So there's all link clicks. And as the unique link clicks on a link clicks means that every single click on that, you're going to count one of those. So one person could have like 20 clicks. Whereas if you look at the unique link click, that means one person can click and you're just counting that person wants. Now remember when you're making these custom metrics, you want to use unique because otherwise if you use total, it's going to skew your results. Because you know, no matter how many times someone clicks, that person's only going to buy from you. That's not the only one purchase or one order. So make sure you're using your unique link clicks. Now, I did mention how important first-party data was. Now collecting that there's a bunch of different ways you can do that. So first off, you want to definitely focus on building an email list, your SMS list. And some brands also collected browser notifications. That's super annoying little thing that pops up and says, Do you want to get notifications from this website? Some brands are works really well with other brands, I'll say much. But yeah, really focused on building your own first-party data. Now, I really suggest having an even split of 30% of revenue coming from organic slash direct, 30% coming from ads, and 30% coming from your e-mail or SMS. And then 10% is floating. That's a good ratio for those types of channels that you can get acquisition and revenue from. All of the most successful brands that we work with. That's kind of like the split that they have. If anything, it's the highest split towards email. Because those people have a lot of repeat purchases. It's much cheaper to actually reach out to those people again. And it's a really cost-effective way to generate sales. So your CPA or return on ad spend, ROI, return on investment is gonna be a lot better than if you were to run ads. Because once you get that person's first-party data, it's a lot easier to get in touch with them. Again, this is third-party data, is much harder to get re-engaged with because you don't have any of their information. The other things that I'm really suggesting brands do is start surveying or your customers and start using coupon codes. For, let's say, Facebook or Google or YouTube. Really try and get multiple data points on where people are coming from, how they're finding you, what they like about your brand, what they don't like about your brand. How long did they contemplate the purchase? All of these ways, you can actually collect more information and really understand your customer better, is going to help you do a lot better marketing. And it's going to make you less reliant on just looking at your Facebook ad account rollouts. Because that's not gonna be as accurate as it used to be. Facebook is using a bunch of AI and all these other things to try and estimate what the conversions would be based off the data that they do have. So that's gonna be helpful. But again, it's never gonna be a 100% accurate. Okay, the other thing is you can start gaining your content. So some brands, if you go to some other subscription boxes, I think it's like febrile attics and those sorts of people, they will literally get their entire website so that you have to pretty much enter your name and email to even get into the website. You don't have to be that strict. You could start just gating specific content. You could start offering coupon codes. You could give out a free promotional products in exchange for first-party information, name, phone number, etc. Think about how you can start collecting that data by gating certain things, whether it's contents, products, whatever, your entire site if you really want. But yeah, think about how you can, what value you have your currently giving away for free, which you could possibly get and collect an email or a phone number on. So for example, if you're a cooking store, you might give away recipes or you might give away cooking tips, that sort of thing. Make that stuff available only if they enter their email or phone number. And then you can obviously put those people into e-mail marketing drips and grow your first-party database. The other thing is really invested in SEO and organic, organic marketing strategies. A lot of stores will, it's hard. So I stores will avoid it. But it's definitely something that you want to start earlier than later. So it's really important to start thinking about SEO now there's a few different things you want to think about. On-site SEO is essentially just optimizing your pages. So what is the title? What is the content on your page? It doesn't make sense. Does it describe the product properly? It's a good idea to just read up a little bit on SEO and understand the bare minimum basics. Okay, a few other ways that we're counteracting this. First off, we're diversifying traffic. So we're using different ad channels. We're looking at e-mail and SMS a lot more. We're looking at building those email lists. Also looking at using dedicated landing pages. Have a landing page that's just for your Facebook ads, will have a landing page that's just for your Google ads. And then you can tell all of the traffic coming to that page is from your ad account. And then you can then figure out, okay, I spent this much on my ads and this landing page generated this much revenue. So that's another easy way to look at your ROI. As I just mentioned, invested in SEO and collecting leads and collecting your first-party data. The other thing that was really interesting is the use of Instant Experiences. Now, Instant Experiences is essentially when someone clicks on your ad, they go to a landing page within Facebook. Now, this is really handy because they stay on the platform which is collecting first-party data, not third-party. And they say on the platform and engage and interact more so that you have more information about how far down the funnel that person got. Instant experiences is something that you should try. Especially if you just want to use your Instant Experiences, a catalog. And then they just click off to the purchase, purchase page in your store at the very end. The other thing is Shopify, Instagram are gonna be rolling out a new version of stores. Now, this has good and bad. It's good because the entire checkout experience is going to happen on Facebook and Instagram. So they're not even gonna have to worry about the issues with Apple updates and privacy concerns, that sort of thing. Because it will all be first-party data. It's all collect on their own website or an app. They can use it how they want. And the downside to the new Facebook and Instagram apps is that they are looking to charge. I think it's gonna be free at the start, but they will be looking to charge a pound of 5% commission on all of your revenue. So there's pros and cons with using the platform stores. The other really good pro in this is that they are integrating the stores with influences. So the influences can now drive traffic and sales to your Facebook and Instagram stores. So it will be a massive change and a big shift in how you want to approach your marketing and where you're going to collect that purchase checkout. Whether it's gonna be on Facebook or Instagram platform, whether it's gonna be on your Shopify. There's a bunch of ways that I think it's going to work together. I think Shopify will probably connect that with Facebook and it will still be processed through Shopify. You know, that you will want to think about how all of that is going to play into your future marketing strategies. Any updates on questions or anything K that I need to go through before I dumped, jumping into some of these basic formulas and benchmarks that I suggest stores should have. No, We're looking good so far. I think one thing to mention is that the Facebook shops currently do offer like dioxide check-out on Facebook, but they also have native integration with Shopify checkout. So you go through the store and then it just takes you to shop, fight for justice payment. Fantastic. Thanks for that. Great update. And Now these are a few of the benchmarks I really like to see stores hip. So that they can really be successful with scaling with paid advertising or even just scaling in general. So after seeing so many different stores, so many different brands, you kinda get a sense of what the golden kinda benchmarks are. Starting out Qian, you really want to understand what you 27. Bonus 02 - How to use eCom Audit Calculator: Okay, today, I'm going to take you through this audit calculator. We created this calculator because we really wanted to understand how a business was doing or an e commerce store is doing as a whole, not just what a Rs number is or one off number. This is a full check to see how your company is doing. And it's going to look into revenue and then profit, and then how effective the different strategies you're doing are, what sort of milestones or metrics you need to be hitting as a benchmark to be more profitable. Areas improvement. Do you need to increase your lifetime value? You need to increase your average order value? What is your profit per customer? What's your cost per new customer verus your total cost per customer? There's all of these different metrics that you can use to understand like, Hey, how is my business doing? Am I doing the right things? Where are areas of opportunity? Where are areas that I'm doing well that I should double down on? So, ideally you want to do this every three, six or 12 months, and the goal here is to get some benchmarks and then compare your periods. So for example, we do this a lot on a quarterly basis, every quarter, we'll do it, and then we'll see how we compare quarter over a quarter to see if we're making improvements in the areas that we're identifying, need improving. So what is essentially going to happen is you're going to fill out all of this information and it's going to spit out a huge page of results for you. So, first up, I'm going to show you where to get this information from. It's super easy, super basic. It's mostly all information that you're going to get from your shopper fi store, or your Facebook ad account, generally, your ad accounts if you're running more than just Facebook ads, or you can get it from Google Analytics. If you're a little bit more advanced and you're using like triple Whale or a north beam, you can also get the data from there. A bunch of different places, I'll show you the basic ones first. Starting out, we're going to want to get order accounts, customer accounts, and then we're going to break down where our orders are coming from. The best way to do this is to get your orders and customers from your Shole file store. So you can head over to your Shofle file store, and you can take a look at let's take a look at customers over time and you can see how many customers you have here. All of these are pretty much going to be on your analytics and reports. You're going to look at customers over time. And then you're going to look at orders and all that fun stuff. So on the home page, you're going to be able to get online sessions, you're going to get your total revenue, conversion rates, total orders is just here, and you're going to take all that information and put it in here. So orders, customers, and then for this section here for where customers are coming from. Now this is going to be rough and there's some notes here on where you can get this from. But ideally you want to get this from your Google Analytics. You can also head over to your shopper fi store, and you can take a look at your marketing and automation here on marketing, and then down here, You can see this one here, via your channel report. You can also get them from here, and it will show you orders from all the different platforms. So you can get your numbers from here and you can enter those so that you get a total amount. Now, here is going to be the unattributed. Generally, we bulk where our orders are coming from into ads, e mail and SMS, organic, direct, and unattributed. So organic means they organically found you through Google Search or Bing search or GG, whatever it is. Then direct is people who type in your domain pretty much, and go straight to your store. And then unattributed as people that we don't know. Now, ideally, you want to have you unattributed as low as possible so that you can actually understand where all your orders are coming from. This calculator is going to help you remove attribution and literally just get down to the nuts and bolts of how you are performing. It doesn't matter. You might be overreporting your ad conversions, over reporting your e mail conversions, or whatever it may be. But the fact here is we're taking all the orders and all the customers from the shop of f I store. So even if these are overlapping, it's not going to matter because we are going to pull metrics just based off how much revenue and customers you're actually getting, no matter if some of these are overreporting. We just use these numbers to get a few key insights as to where your customers are coming from, and looking at as a percentage. Now from here, we're going to go and get some store metrics. All of this comes from all of this comes from your shop fi store, super easy gross revenue, is going to be your highest. Net revenue is kind of like what you take home. And then your total revenue is a custom kind of metric that Facebook Shop fi has, where it adds back in, your tax or your shipping, those sort of additional costs that people paying. You're going to get your returning customers. A lot of this stuff you can get from here. If you click on this page, and then say, for example, you want to take a look at getting all these sales numbers. You can see here you get gross sales, net sales, and then total sales. Then we also take your discount returns and shipping, and we enter those in down here. Now, you're only going to need to fill out the white cells. These ones are the only ones are edible. These green cells autopopulate. Already, you can start to see some metrics coming back, so we can figure out what our net profit is, what our margins are. And then we're coming down here what our cogs are. We're doing a COGS as a percentage of your gross revenue, and your operating costs. So your operating costs are you know, things like your wages, your ad cost, and all that sort of stuff. You COGs is what it actually costs to create the product and get it to someone's doorstep. So usually we benchmark these at around 30 or 40% of a business, and then you're going to kind of get your average OGs per order, and then your average let's for this sake, let's make one of these a little bit different. Let's make it 35. Just so that they're different numbers. Um Okay. And so coming down here, we'll get your discount and refund information, and then your store sessions. And then as we come down here we're going to get our total ad metric. Now, this depends on how many ad platforms you're running ads on, but you're going to get your total ad spend, your total ad revenue total value, your average of your cost per click across all your platforms, click rate, CPM across all those platforms. Now, ideally, if you're just running like Facebook only, this is much easier to get. If you're running multiple, you might just have to get the averages. And then we also take some information to get your metamtrics only because we're going to take a look to see how strong your ads are and areas of improvement. Once you fill that out, you can hit show results, and it's going to pop up all of the results here. So all your ad metrics and everything here. Some of the important metrics here are going to be hook rates, hold rates, frequencies, just to explain this table. This is the metric here. This is the explanation of what that metric is. This is the calculation that we do to get that metric. This is some benchmarks. Now, we've done this health check on hundreds and hundreds of e commerce stores, and we know all E Comer stores are different, but we do try and put together some just general benchmarks which we keep updating. And this is just a good starting point for you. Once you have done this a few times for your own brand, you're going to want to try and use your own benchmarking, because obviously, your data, comparing against your own data is much more accurate than your data compared to other stores. Can't always compare yourselves to other stores because all the products are different, all the stores are different, but this is a good starting point to look at. And then your brand results, what your numbers came back at, and then how do you improve these? So if you find that you're not in the average or the benchmark area, this is some suggestions on how you can improve those metrics. So, for example, on here, hook rate is great on these ads. So people are interested in the stop scrolling when they see this brand ads. Hold rate needs a bit of improvement. So when we look at that, we're like, Okay, first 5 seconds are great in this ad, we really need to improve the rest of the video so that people stay engaged and keep watching. Frequency is probably too high. So that probably means that we're spending too much money on remarketing, and we need to try and spend more of our budget on prospecting and bring down that frequency. Share ratio and save ratios are super important because that understands how much people like our content. So we can see here, we definitely need to improve these. We want to be at 0.3, and we're at 0.06. So we're definitely below on these two metrics, so we'd want to try and figure out, k, what are people in this Niche saving and sharing? We need to make content that fits into that. While still being able to have a strong hook rate and being able to sell the product. Click the rate is within range, which is great. Cost per click is fantastic. Revenue per ad click is great. We're at $4.50, and ideally we just want to be over $2.50. Revenue per session is also quite good. Add conversion rate is quite low. We definitely need to improve this. This is a tough one because you do have a really high average order value on this product. Naturally, the conversion rate is going to be lower. Just take that in mind when you're looking at your own store, what is your average order value? Then that's probably going to reflect a little bit more on your conversion rate. For example, high average order values, stores usually have much lower add conversion rates. Or just general website conversion rates. So you can see that our ads aren't converting as well as our website, so we will want to try and improve the conversion rates on our ads. Take a look here, our CPMs are pretty good below $10, we're pretty efficient with our ad spend in terms of CPMs. We just want to try and increase that conversion rate, so we might try and improve the targeting and then match the adds a little bit better. Here we've got our customer acquisition cost. We've got cost to acquire someone as a percentage of our average order value, and then also as a percentage of our lifetime value. So we're spending about 30% of the average order to acquire that person, leaving a 70% for COGs margin and all that sort of stuff. Down here, you can also enter info to get more And select this. If you do fill this out, we can and give us your contact information. We can also set up a call to help you do this. I'm just going to do test because I'm not going to really talk to myself. And then this will unlock all of the features here. And we got down to the marketing metrics here. So marking efficiency, you might have heard of some of these metrics over the years of running your store, but ideally you still want to read the explanations and understand the calculations, but you can just look at the benchmarks and the results if you don't want to get too detailed into it. But these are all different ways of looking at the performance of your store. So You know, marketing efficiency, MR is a popular one, so percentage of revenue that you're spending on advertising. 30% would be super aggressive. 20% is about average, under 20% is definitely below average, but if you can make your store work and grow under 20%, that's fantastic because you're doing a lot of organic growth. This number will depend on how aggressive you want to be with your growth. For example, high growth stores that don't want as much profit or margin, they just want to acquire market share, will probably have a higher MR percentage. Companies that are really just looking to maximize profit, might grow at a slower pace, but have a much better profit margin and a much lower marketing efficiency ratio. Okay, new customer marketing efficiency ratio, so you can see how effectively we're acquiring new customers. And then return on Aden. This is like a overall analysis of your profitability, and then same with profit on AdSpend. Just keep a look at the benchmarks there. These benchmarks are really focused on high gross stores. Usually they're a little bit earlier on in their life cycle, or they're really trying to grow and get market share. Ideally, the higher you are, the better these numbers. Okay. And then order. Remember how I said, we're getting where the orders are coming in from. That's where this section comes into play and we look at percentage of our sessions from Ads. 73% of the store's traffic is actually from ADSPen, so that's a high percentage. And the percentage of orders from ADSPen are 47. And then percentage of orders from e mail is 26, which is great. Organic is a bit low, it's at 12%. Direct is seven, and then other is about six. Ideally, you want other to be maximum 10%. Otherwise, you need to try and improve your tracking, whether that is using UTMs better, whether it's enabling service ide tracking, whatever it may be, but if you have a really high number in the other, it means that you probably need to improve your tracking a little bit. Then we come down here and look at paid versus non paid order split. It's about 50 50, which is pretty healthy. Over here, we can look at new customer revenue versus existing customer revenue. Definitely read through some of these. They're quite important to understand the difference and why it's more important to acquire new customers with ads and then get more of your returning revenue from e mail and SMS. We can go into another day. Then you've got your refund efficiencies, discount efficiencies, so you can see, refunds are quite high here, so that's a bit of a problem that we want to address. Discount efficiency, not discounting too much, which is great, and then you've got your cogs and operating costs. Then this will spit out what your gross profit is and then what your net profit is. You can also edit these to try and get some predictions. If you were like, Okay, well, this was my number, When I entered it, what happens if my CPMs drop or what happens if my cost per click drops, or what happens if my conversion rate increases? What happens if I like double the amount of traffic I get? And so you can use this data as a little bit of a prediction as well, if you want or estimate for future period. Just make sure you're doing fair period comparisons. For example, traffic isn't as expensive in Q one and two versus Q four. So make sure that you're doing the right comparisons. As I was mentioned before, really high average order value on the store, orders over the lifetime. We did a six month period, so on average, people are purchasing 1.68 times over six month period, pretty healthy LTV there, which is great. Then you've got some of these important metrics here. Now one of my favorite ones and one of the most important ones is a lifetime customer net profit. This company is making $278 profit per customer they acquire over six month period. So definitely take note of that because if you're negative here, you really need to make some adjustments, or if that number is really low, you're only just above profitability, then that's something that you're definitely going to work on. Ideally, the ultimate goal is to keep increasing this number here. Super important. Then LTV to CAC, things like this, you might have heard before, but this is how quickly you recoup your money, and then total profits as a ratio, and then you've got your total profits for this cohort. Then you've got your immediate versus your expected delayed revenue. So expected delayed revenue means like we're predicting these people will make another purchase. But that's a quick rundown. You can also share this and grab the link for this, so you can share this with anybody or say you want to share it with your marketing team or someone else that you're working with. You can duplicate this and share it. But let me know if you've got any questions. We can always help you fill these out, and I know it's very detailed, but this is a great way to understand how your business is doing, set some goals. Choose some of these metrics and set goals against. Then do this in the next period and see if you're hitting those goals or not. Follow all of these suggestions as well if you're trying to improve some of these. Know how this goes. I would love to hear from you, get some feedback, appreciate the time.