TikTok Ads for Entrepreneurs: Grow your business with ads

1. Here's what this class is all about: Advertising on TikTok is an absolute must for business owners. Trouble is you will probably not a content creator. You might not be a supermodel. You may not like editing videos or making them flashy. You just want to run your business and use TikTok adds to grow it. If that's you, welcome. This course is exactly for you. Hi, I'm Chris barren and I'm a regular entrepreneur. I have a business that sells lemonade cookies and oatmeal that's doing about 50 K per month. I mean, e-commerce. I'm not I'm not an influencer. I don't know how to do funny dances. I don't do fancy editing, but I'm using TikTok and TikTok adds. And to be honest, it's been going great. In short, I'm getting over 3.5 X on my money. So for $10 thousand that are spent, I've been getting $35 thousand in sales. I've also spent over $200 thousand on Facebook ads. But I think they've dark ads is clearly the future. And I'm going to explain why in the course. Now, if you're looking for the course, that's practical and easy to follow for an actual business owner that's busy. Again, this is what I'm going to show you everything. To be honest. It's not that complicated, obscene other TikTok courses, and they make it seem so difficult with algorithms and editing and complex strategies. Boasting three to five times per day using plenty challenges and songs and hashtags. That's not what I use. And I spilled get a 3.5 x multiple on my money. Tiktok adds is not that difficult, at least when you compare it to Facebook ads. And I'm going to show you exactly what I'm doing and how you can replicate that. Now, again, to be honest, I made a mistake by not starting earlier with TikTok adds. And that's because I never felt like that person, that influencer, that has all the charisma in the world. The looks, the vibe, everything. I thought that TikTok was just a silly app made for the kids, or challenges in dances and whatnot. But here's the thing. You don't have to be that in just a few hours, I'm going to show you how you can grow your business with TikTok adds without being an influencer. So without any further ado, let's get to it. 2. Here’s why you should care about TikTok: Welcome back. Torque is the fastest growing social media company out there. In a very short amount of time is grown leaps and bounds over Instagram and Facebook. Put it simply, TikTok is highly addictive and has forever changed the way we consume content. There's no question about it success. And you simply can't overlook it as a business owner. While edits beginnings, it was a platform for the very young kids doing funny dances. The platform has quickly evolve. So right now, it's the place to be as an entrepreneur. And here's the main reason. You can start an account today with 0 followers and get a 0.5 million views. The second reason it's great is because this is an alternative to Facebook ads. Now, nothing else compares in terms of stats, statistics, the numbers don't lie. Now, initially I was skeptical about those numbers. Pi thought they might be a bit inflated to boost your ego and make you post more tons of fake likes or fake followers. But as I've been posting more and more on the platform, I actually do believe that most of your numbers are quite real. Now, to sum this up so far, they talk is great because it allows anyone to have a massive head without any following, without any fancy editing, you can blow up. And you can see that so often to the point where it's clear as day. Now, there are a lot of questions about the dogs longevity, about this privacy policy, the fact that this organic growth is not viable in the long run. No matter how you look at these things, it's clear as day that this is an opportunity, something that you can use to grow your business by leaps and bounds. It's a race, especially in your own country. Lots of business owners, myself included. Think that TikTok is a place for children. They have no idea what they are missing out. And I do regret the fact that I haven't started earlier. So the thing is, the more you wait, the steeper the competition, please start using it as soon as you can. I promise you, it will boost your business. But let's talk about the alternatives. Maybe you hate picked out for whatever reason we want to grow our business, what should we do? Posting content on Instagram or Facebook? As you probably know, the engagement rate is nothing compared to TikTok. It's literally 0.1 per cent or something like that. Posting on YouTube. Well, that's another animal. But in short, for me, I found that YouTube needs a very high level of professionalism in order to get views, YouTube seems to be the best place for the content creators who do this as a full-time job. Now as a business owner, that's not me hosting on Linkedin. Sure, that's great for networking, but not what B2C sales and I think most entrepreneurs are engaged in B2C sales. Pinterest. Not really, at least not in my part of the world. So overall, even though you may be on the fence about TikTok, there's really nothing better out there. In this day and age. You can simply ignore the social media. I get the fact that you cannot post B27 times per day on every single platform. Like Gary vein of junk suggests. By the way, Gary V is one of the biggest proponents of using social media to create a brand and boost sales. But yeah, if you're the normal person and you have limited time, they've dark is the clear winner in terms of stats, in terms of numbers. And again, the more you wait, the more people are going to spot this as an opportunity. Now, before we end this lecture, let me tell you this. If you're eager to see the most valuable part of this course, please see the second section. There. I'm going to show you my dashboard, my analysis, how I create ads, everything. Having said that, section one really sets the scene. It's essential information about the platform, which is honestly quite unique. I would not skip it. But now, you know, the best stuff is in section two, but you should really see all the videos in order. Thank you so much and I'm gonna see you in a second. 3. TikTok Ads versus Facebook Ads: Welcome back. My experience about TikTok adds is based around my business in Romania, my own country, my business is called overs. Now, I've found that this healthy food company a few years ago, and basically we make lemonade, Chia pudding, old biscuits, and a few other things, all without any added sugar, nasty chemicals, or single use plastic. We only ship in my own country, Romania, which has a population of about 19 million. That's 19. Now we're doing anywhere from 40 to about $70 thousand per month, 80 to 90% of it coming from the online store, from my website. Now, with that out of the way, let me tell you my experience in terms of running ads in general. So Google Ads first, it has never worked for me. I tried using a couple of agencies, using the max for the four months campaign doing this and that, nothing. It was super expensive and it was not sustainable. Next, Pinterest ads, just about the same thing, but the main issue with it is the fact that Pinterest isn't really all that used in my country. Rather, dad's fall in the same category. Not enough people. But by the way, read it adds, was one of the biggest waste of money in my entire experience. The bounce rates where ridiculous, over 90%. This means that nine out of ten people would immediately close the website upon entering get. Okay, Now, let's move on to Facebook ads. The star in terms of online marketing, facebook ads is by far the best player in this space. No question about it. The reason is quite simple there, number one, because they deliver great results. How it does that is a separate topic, but super short. It collects tons of information about its users. So when I'm looking to sell lemonade, for example, facebook already knows who's interested in buying that type of product because they have boatloads of data about every single one of its members. Now, moral or not, Facebook ads is incredibly effective. This is why I've spent over 200 K on Facebook ads. You get results and you get them fast. But that brings up the question, if Facebook ads is so good, why would I need to change to TikTok? Well, kids, why? In 2021, I started the year quite strong. This is how many orders I was getting per month. Things were going quite well. Now, in April, I decided to cut back on my budget to try out different things. And the number of orders obviously fell from well over one thousand, two hundred, eight hundred. So that's quite a big drop. Then I decided to get back on Facebook ads and ramp up my budget. But look at what happened from May to September. It was an absolute disaster. Finally, in October we bounced back. Yes, it's still only 700 or does, but the budget was way smaller. The same thing later down the road. Very small budget, but overall decent results. Now the question is, what happened during the summer? Sales might go down a bit, but here's the real reason. On the 26th of April 2021, Apple released the iOS 14.5 Update and it turned off something called idf j by default, basically, this meant that Apple would not share any of its inflammation with Facebook. No use of data was flowing towards Facebook. Obviously, that meant that Facebook no longer had its precious information about all of the users that were using Apple phones. Now, immediately the ads stopped working well, something happened with the algorithms. I can't really say too much. We are speculating quite a lot. But the short thing is, the ads stopped working even for the Android. Now, when did things finally go back to normal? On the 20th of September with the release of iOS 15. And my chart shows exactly that. Now, this may be all just coincidence, but I'm apart of several forums and Facebook groups that talk about ads every single day. Basically, everybody had the same issue. All the Bose had the same pattern. Hey, I was spending 300 bucks per day and I was getting 30 orders, just as an example. Now, I'm spending the same 300, but I'm only getting five orders was going gone. This is what people were posting. And that's why TikTok adds is incredibly important for my business. It provides the ability, it's diversifying my channels. Even if Facebook ads would bring me $1 million per month and sales, I would still look for other channels because if something happens like it did, then my business would not survive. Never put your eggs in the same basket. It's clear as day. Now, in terms of results, TikTok adds is very similar to Facebook ads, which is quite awesome. And if one platform has bad results for whatever reason, the other one gives me a bit more stability. So to sum up this lecture, for me, other bad platforms simply don't work too well. It's only Facebook ads and thick dark ads. And I plan on using both of them as much as I can. In the meantime, I'm obviously also growing my email list and working on my SEO. Now, the plan is to have several solid sales Channels. So I don't depend on one single thing. If Facebook ads goes down for half a year, or if the Facebook stock took one of the biggest hits in the history, then again, I obviously have something to fall back on. It would be irresponsible of me to not look for other options. Now, as a bit of contexts, Facebook gives me an average of 3.5 X return on investment. Tiktok does about the same thing. So if I put it in $1 thousand, I might get back about 5500. Now, this is obviously not guaranteed, but this has been my experience. Now, let's chat a bit more about it so we can clear things up. Please continue watching. 4. Don’t advertise until you do this: Welcome back. I've had several friends reach out and ask me for help with their ads. And I understand why these ad platforms seem very complicated. Cpc, CPA, CVR, row as CBO, these all can make your head spin and I'm just scratching the surface. But before you jump onto any ad platform, TikTok as Facebook ads, wherever you have to do this, you have to fix your website. No course, no agency, nobody can help you get more out of your advertising if your website is not optimized. I actually specialize in web design and I have entire courses about optimizing a page called selling more. Now, I literally can't tell you in a matter of minutes what I teach in the method of Ben, 1520 hours, but under the share a few things so you can better understand what I'm talking about. Now, before we get to the list, please go find a designer that can improve your website. Then find the coder to implement that design, spend about $2 thousand on that. And then every single penny you put back into TikTok adds is gonna get you way better results. So again, $2 thousand would be the minimum investment. Now let's get to it. The first thing that you need to know is that mobile is king. When you advertise on Facebook or TikTok, most of their traffic is going to come from mobile phones. In my case, it's about 91% of my traffic. This means that the desktop version really doesn't matter all that much. So we'll look at the mobile version first and foremost. Now, in that positive category, I'm going to show you my website averse data though. In the negative category, I'm going to show you one of my friends website. Now both of us are in the food space and these are e-commerce stores. Now, when you get to this page, you're gonna see there the brand name here, peanut butter, nuts and seeds. There is no action, there's no actual headline. More than that. We move down and we see there the brand name or third time. So there's a jar here. But we can't really read the label, nor can we read this incredibly small texts. So basically half of this thing is basically useless. You can click on the photo, so it's just decoration. Now, moving on down, there are several categories that take up four lines. That's far from ideal and the bit lower down, we see half of a photo. But let's actually scroll. We can see the name of the product, but that's pretty generic. It doesn't tell me much. And then the price, there is an Add to Cart button, but you actually may miss it because it's on top of the photo and that's quite busy. Now to you, this may not seem all that bad, but let me show you what's worth. On my website, you get to see all the categories at the top. In this sticky menu, we have a headline that often changes. But for now, this says something like save time, get more energy and feel great. Then the sub-headline tells you something like forget about spending hours in the kitchen cooking and cleaning for the good about junk food, our brand delivers healthy meals for breakfast and lunch. No added sugar or nasty chemicals. Our products help digestion and then super tasty. We have over 3 thousand positively views. Here's a video about us. This part alone is miles ahead of those three logos and the photo. It tells you who we are and what we can do for you. Moving down, you see for products right from the start, no scrolling. Every product has a very clear Add to Cart button that stands out. But notice there's a lot more. The title is much longer and more descriptive. You also get the weight of the product, but also the calorie count, the price of course, but also the star rating. When you move to a new category, the page actually doesn't refresh, so you don't have to wait for the reload. Finally, give me two more minutes to show you the product page. This is the back-to-school back. Okay. There's quite a lot of empty space there, plus a huge photo. This doesn't do a lot for me as a consumer, as a potential client. Moving on down, we have a few thumbnails here, but they take up even more space. Finally, we get an orange price or quantity field and then add to cart button. That's so easy to miss because it's based on a one pixel stroke. It just doesn't stand out. It gets lost. And if you scroll some more, you're gonna get a bunch of texts that basically shows up twice. It's not all that interesting to be honest. Now, let's switch to my product page. Let's go for the fight back oatmeal. Now, the categories are still shown at the top. The gallery has an auto play and the thumbnails are the weld proportion that not too big, not too small. You see a title here along with three check marks. And those basically help you make up your mind. You also get a clear action. Add to cart or go to cart. You can sign up for the subscription, but moving down, you get to see a very rich description. Headlines, bold text, photos, real reviews, what the peck contains, lovely icons and a whole lot more. The difference between these two websites is night and day. So to sum up this lecture, if you're, the website isn't well optimized for selling. It doesn't matter which you do with TikTok adds, it won't help all that much. A website that's not well optimized is like a bucket with a big hole in it. No matter how much water you put it into the bucket, it's still going to leak. The great news is that you don't have to personally know this stuff. You don't have to fix it all on your own. Hire a designer, use my Discord server and developed hundreds of people, talented designers that can do a redesign from as little as $500 all the way to $3 thousand. And with that design, show it to three to five developers and get a quote. All in all, this shouldn't cost an arm and a leg. Again, roughly two to $3 thousand. Now, if you're serious about your business, this investment is one of the best things that you can do. Bs, I have nothing to gain if you use my Discord server, but if you use one of my students as a designer, absolutely 0. Good luck with it. 5. I won’t cover these parts – please watch!: Welcome back. Let me tell you what's not included in this course. Just so we're on the same page. I won't show you how to set up your account on TikTok adds. And that's because it's like signing up for Gmail. But with a few more fields, you have to put in your company information. You are the credit card, stuff like that. But in short, it's just about filling out forms. There's nothing special there. There's no secret sauce or something that you won't be able to figure out. I could add an entire chapter on that, but I would just be wasting your time. And my objective is to give you as much valuable information as possible, so to keep it short. And to the point, I decided to not put in any filler material. Sending up an account is exactly that. There is no value. There are three YouTube videos that can guide you, develop the written guides blog post on how to do that just in case you don't know how to fill in your company information. Now, the next thing, I won't cover something fairly important, and that's how you install your pixel. That's because you are going to need a developer for that. Now, you could potentially do it yourself, but I found it much, much better to pay a developer to do that. It costs very little and it takes him no time at all. Now, you might ask what's a pixel? In short, you're going to need to add some code to your website. So TikTok is going to know when the purchase has been made. That's the big cell. Basically, TikTok needs to be connected via the website and that's done through code. As an example, in the order of the success page, there needs to be that TikTok code that tells TikTok, Hey, somebody made the purchase. This is absolutely mandatory because the entire TikTok ads platform is based on getting this inflammation. Facebook ads runs exactly the same way, by the way, now, well this is essential. I can't really help you with it. Things change all of the time. Your website may be built on a different platform. So again, we would just be wasting of times our energy. When actually you can hire a developer, he can do it in 20 minutes for something like 50 to 100 bucks. Now with that being said, let's continue to the good stuff. Thank you so much. 6. Exercise: Your first TikTok: Welcome back. Let's get straight to the point and create an ad for tech dark. Now you have two main choices. Either create the entire video and post the link, the TikTok length, or just write the text and post that. Now, here's what you need to do. Keep it under 60 seconds. This is an absolute must. Ideally thirty-seconds. Talk about your business and promoted. How you do that really doesn't matter. I just want to learn more about you and your business. Please don't worry about anything else, other details, just go ahead and write it out. Now, you might ask, why is this important at this point? Because we want to do the same thing after the course is finished. And I really want you to see the before and after. You will see how in the few short downwards your quality is gonna go way up by using what you learned in this course. So please, again, don't skip it, open up Notepad and write out that video ward. You could just record it and post it. You can just record it and post it on YouTube so that the private, whatever you wanna do, just let me know what your business is all about. Thank you. And I look forward to it. 7. Here’s how TikTok is different: Welcome back. Tiktok is incredibly different, especially if you're coming from Instagram or Facebook. Tiktok is in short, some type of color, if you will, with a lot of inside jokes. If you've spent any time on this platform, I think you know what I mean? When you tried to explain something that's on TikTok and someone who's not on the platform, it gets quite awkward. You either get it or you don't get it. And that's because TikTok is highly addicted. It's content is something like no other. It's hit after hit after hit. There's tons of stimulation per second of usage. Nothing compares to wet. I imagine it's the difference between a cup of coffee and very hard drugs, where the cup of coffee is maybe YouTube and the hard drugs is basically thick dark. Now, I'm not the best person to explain why that's the case, but we really need to understand this point before we continue to make ads. Tiktok is basically based around hooks. It revolves around getting good attention in the first two seconds, literally, no exaggeration. The best people who consistently get tons of traffic all follow the same recipe. Let me give you some examples. Here are the best tools I use to make 30 gay per month. Here's how I finally lost £20 in three months. I finally quit my job for this. This is how I run my AirBNB. If you're not trying this, you have missing out. Here's everything you need to know about x. In thirty-seconds or less. The list goes on and on and on. The main idea is that you have to grab people's attention. Now some creatives use their bodies. Some use motion, some use crazy editing. I don't use any of that. So I would much rather use hooks to draw people in based on something interesting. Here's an example. Instead of saying, Hey guys, This is Chris, I finally bought a machine that helps me make more lemonade. I can re-frame it into something like this. Here's how I'm making ten times more lemonade birthday. This $20 thousand machine makes ten times more lemonade or something like this is how I tan x my eliminate business. It's basically the same idea, but it's set in a way where it's meant for thick dark. When you said that your chances of keeping people engaged goes way up. And that's basically how the algorithm works. They talk, shows you the video to a few people. If they watch a good part of it, if they like it, if they comment, then TikTok is gonna show it to even more people. And based on their engagement, even more people in more people. And that's how you can quickly get loads of use. Now, the challenge is finding the right way to say it. My advice is you open up Notepad and start doing these one-liners. Now, can I help you create hooks? No, not really. Every business is different and it's really a method of how you want to position yourself. What I can do is help you get feedback both set in the Q&A section or on my Discord server and see what people think of it. You could of course, just posted directly on TikTok. But if you want feedback in a safe space, that's how you can get it. Now, you may think, Chris, I don't really want to be a content creator. I really just wanted to run ads. Well, here's the most important thing about this course. The best ads on TikTok are your actual posts. There's no special content. May just as an add, your elbows are your ad. That's my best experience and this is what we're going to focus on. Now I'm going to explain why that's the case in another lecture. But for now, please stop the course and see if you can create three hooks for your business. Please post them and I'm going to give you my honest feedback. Thank you so much. 8. 3 things that I learned the hard way: Welcome back. Here are three things that I learned the hard way. Number one, please go local, don't go international. Create everything in your local language. Now, this may not work for every single business, and I realize that, but from what I've seen from loads of other people, my friends, my extended group, I think it's the best way to go, go local. Now some of my friends decided to go international, thinking that audience is much, much larger. Now after all, Romania has only about 19 million people. But why not go for hundreds of millions of people, right, that speak English. And if your business can ship internationally, you could potentially miss out, right? But here's the thing. I also sell online courses in English. I created a separate TikTok account and I tried the exact same things you have to learn in this course. And in short, it didn't work with my ads and my native language with getting lots of great results. International ones were actually quite poor. More than that, my content wasn't getting all that many views and my content was actually shown in Romania. It wasn't being shown internationally. And if you look on Google, you're going to see that TikTok is actually going to show you a content to the people in your local area. And the only workaround is to get another sim card from another country, use a VPN, but even then, results are mixed. So all in all, I'm extremely confident that going local is best. Create stuff and you have local language. And then you're going to do much, much better after it takes off, after the business is going to go great, then you might consider going internationally. Again, I know this is not for everyone, but trust me, if you're on the fence about it, go logo. The second thing, ads from different platforms don't work on TikTok. I'm going to have a separate lecture about this topic, but know that you can't reuse ads from YouTube or whatever the other platform, it doesn't work. It's the nature of TikTok. People respond differently. Please don't waste your money on reusing content made for the other platforms. There's a very, very high chance they won't work. The third thing, the best-performing ads for my business, where my posts. This is the elephant in the room that I haven't really mentioned all that much. See, this course is about TikTok adds, spent a good amount of time talking about organic boats. And that's because this seems to be the best way to run ads. Don't create something in After Effects or whatever else and then post it on TikTok. Know, actually create a standard regular post. And then inside the TikTok platform, select it and make it as an ad, set it as an ad. From my experience, this works best. This is going to give you the best results. And here's why. Say that you post videos in a few weeks after those, then you're going to see that three or four work better than most. If the number is clearly show that these are good videos, then it makes sense to transform them into ads. So that's why you have to post organically get more views. That means there's a higher chance that that is going to perform well. And with that, let's continue. 9. Performance marketing agencies – do you need them?: Welcome back. When it comes to running ads, most businesses use a marketing agency, specifically a performance marketing agency, or a social media marketing agency. Now, no matter what you call it, these guys can basically help you get started. Now, I've worked with over the five agencies over the course of about three years. And here are my conclusions. Well, there's actually one main conclusion from TikTok adds you don't need them. Setting up a campaign is very straightforward and I'm going to show you how you can do that. Following the analytics and interpreting them. Again, you can do them on your own. I'm going to show you that honestly, you should not ask for any agency to help you with TikTok adds, now on Facebook, that's a bit different. I do see the value there, especially since some agencies can also help you with your copy, meaning your texts for your dad's, but also with your creative meaning the photo or video that you're going to use in your dad's. There are also quite a lot of settings in Facebook ads and various options that you can use, especially for targeting people. Now when you go for an international audience, I think that's 100 per cent needed. Having said that on TikTok, that's really not the case. Please also keep in mind that most agencies cut out of your ad spend. Now, the percentage varies from ten to 20%, and that's usually a fixed fee as well. So if you're spending $10 thousand a month, you can expect to pay the agency anywhere from 1 thousand to $2500. Now in my part of the world, fixed fee is about $500 and then ten per cent of the ad spend. Now, the issue that I have with most agencies is the fee structure. See, they make more money when you spend more. So they're going to lose money if they do their job incredibly well with say, $2 thousand per month. Because they get a percentage of your ad spend of your ad budget. There's a conflict of interest. It's human nature. They want to make you spend $20 thousand per month so they can actually earn more. Now, I'm not saying that this is a scam. I'm not saying anything like that. I'm just saying that this is not ideal for an entrepreneur. Now, you might think that you can propose a cut based on results. But for them it's marketing. But most agencies don't really want to do that because your website may be horrible. So even though they may create some awesome campaigns with you, they might not get you sales because of your poor website or you have expensive shipping and so on. So all in all, it's a very tricky thing working with agencies. But luckily, you don't have to use one for TikTok adds, just use what I'm going to show you in this course. Thank you so much. Let's continue. 10. Here’s one way to blow up on TikTok: Welcome back. As we discussed so far, you need to post content on TikTok, then select a few posts and set them as ads. Cool, but here's one way to blow up your account. I actually don't recommend it, but you should know that it's an option. And it's engaging with other content creators, be at two stitches, duets or whatever. It's talking to other people making video responses. Now, if you get involved with other people, it's highly likely that you're going to get into arguments. And that's drama brings engagement. That's one of the ways you can get a lot of attention fast. Here's the situation in terms of nutrition and fat loss. There are loads of doctors and the tradition is that argue for days on end, on big dog. What do they argue about? Just about them having pick any subjects, say oats for example, some say that do carb heavy. Others say it's filling and nutritious. Some people both studies. The other side has its own studies or the anecdotal evidence. I kid you not. It's drama 247. Let me give you an even better example. So Jay Cutler, four times Mr. Olympia, which means the best bodybuilder on the planet. He gets advice quite often about how he works out. There are loads of people out there that critique his form, his training. The best bodybuilder on the planet. Now some do it as a joke, but a lot of people love actually quite serious. And you should really remember one thing, this is the internet. People can argue about anything. You say you like bears. Some people are going to say that. What about oranges? Why have you hating on oranges? You gotta educate yourself and do better. This is the Internet right now. My advice, just stay away from it. And here's how I handle it. I don't make any claims about my oatmeal products on TikTok. And when I do post things like oats help you regulate your blood sugar, or the odes help you with your digestion. I post the links to those specific studies, but this is only inside my own website, not on TikTok. As I said before, people like to argue about anything, then you really have to be careful about what you post. Most of the time. I post about my DMM, my process, I ask people for advice and they use TikTok basically as a journal or as a blog. I basically talk about how my business is growing and how I'm making some hard decisions. This is also fairly dramatic and it gets a lot of engagement, but it doesn't stir up, hey, it's not beef as the kids say it. I don't beg my community against another one. And here's a good example of some drama. I asked stuff like, should I leave the topping at the top of the jar where you can mix it on your own or should I make set for you? Now, this sparks a conversation. Some people are going to say, Hey, I want it on top of that. If it's on top, you eat it too quickly, and then you are left with baseless. Oatmeal. People are going to debate. They're going to put this into our own opinions, their own preferences. And while most of the time they agree, well sometimes they don't, and this sparks more compensation. But overall, this is a net positive. Everybody is happy. Tiktok me as a content creator, the people who are there talking in the comments. So instead of getting into drama with another content creator and doing video reply after the video reply, just focus on your own journey of successfully managed to avoid any issues and I strongly recommend you do the same. Don't say that your product is magical, unique or Incredible. Say that you're doing your best and that you're constantly improving it. Show the process. Talk about your team and your ups and downs. Talk about how difficult it is to find the great supplier will help prices fluctuate over time. There's a lot of content that grabs your attention without going into drama. Good luck with it. It's really important. 11. How to deal with official TikTok specialists: Welcome back. When you sign up for TikTok adds does a very good chance and official TikTok specialist may reach out to you via e-mail. Now, they may want to set up a call where they are going to show you how you can optimize your campaigns and get better results. This approach is nothing new. Facebook ads does the exact same thing at various intervals for certain businesses. I've personally had multiple calls with TikTok and Facebook ads specialists. And here's my big away. It's mostly a waste of time. For me. All my calls with these specialists were frustrating. It was like speaking with a politician. They avoid answering any questions. They say they're going to follow up in an e-mail, but you don't actually get the real answer. I've talked to a few of my friends and they say the same thing. My last call with a TikTok specialists was 30 minutes where that person just wanted me to sit down and watch a PowerPoint presentation. He had the script and he was going to wet like a train, full steam ahead. No passion, no intention of actually helping me out. Just go, go, go, go, go. And it was really generic stuff, basic stuff. And if you really have a problem, you're going to have to send a ticket. That's it. And when you do send a ticket, please make sure that you are extremely clear about the issue. Use the clearest words possible. Make red circles on top of your screenshots, and so on. And if you do that, you'll usually get a fixed within a few hours. Now, typically when you create an ad, it might get stuck in the view mode. So that's where you're going to have to send out the ticket or it may get rejected for absolutely no reason. Again, send them a thicket. But if you message them short, clear and concise, clear as day, you ever going to get you to add enabled. But yeah, overall, please don't put the other faith into these calls. It's unlikely that you're going to get any useful information. I wish it wasn't the case, but that's been my experience. Thank you. 12. Sometimes it rains: Welcome back. Let me tell you one important thing. Sometimes it rains, it just happens. Some people will say they can predict that. But for most people, when it rains, we just accept that. And at the most we might get an umbrella and try not to be too upset about that, right? Well, it's the same thing with TikTok ads. Sometimes they just don't work. It doesn't mean that you're not doing a great job with that You are the business isn't good enough. No, It just happens. So here's what I mean. This is called CPA, cost per action. And we're going to talk about all this stuff in a separate video. For now. Just remember one thing. This tells you how much it costs to get a paying customer. You are aiming to have it as low as possible. Now, let's say that this says ten bucks simplistically right? Now, this means something like this. Thick dark showed you would add to one person. And for that service, TikTok charged you $1. That was the price that person decided not to make a purchase right? Now, thick dark shows you the ad to a third of the ball for eight more dollars, none of them buy your product. Finally, the tenth person sees your ad in total, you have spent $10. Now, that last person does make a purchase. So in total, this means that your customer acquisition cost, what do you do? Cpa is ten bucks. Even if you don't completely understand it, it's totally fine. Let's go with it. Now. Here's what I want to show you. In February, I just started using TikTok adds right now my CPA might cost to purchase a client was on average 19. Now I'm going to convert every number two US dollars, but let's just focus on the number 19. March was worth. The price went up to 28. That's quite a serious increase. But then in April well, that was 49. And then make game 76. That's exactly four times as expensive as February. And obviously you're thinking What the ****, anything that goes up by 400 per cent is ridiculous right? Now, in June, things settled down to 58, but that was still very high. July was 40, and finally August about 34, nearly double of February. Now, what does this tell you? You could say, hey, Chris, you have ads just weren't good enough. And obviously I could understand that. But here's the thing. I had one single call with a TikTok specialist from my own country and we kept in touch. Unofficially. She gave me the average numbers for my country, for my industry. She was actually from Romania. I got real lucky. Now. I was in line with everything. So my numbers will quite average compared to everyone else for all those months. This means that sometimes it just rains, sometimes things are out of all control for whatever reason. Maybe it was the pandemic, maybe it was the war in Ukraine. At the end of the day. You don't really care why it rains. It rains and you have to deal with it. And it's the same thing with your dad's. See, I was getting very anxious when I saw that my numbers were getting higher and higher things wasn't looking good. But then when the TikTok specialists told me that, hey, it's the same for absolutely everybody. The cost just went up across the board for most businesses in your country in the same niche. Well then I can finally breathe again. And that got me thinking, why is this happening? I have no idea why it just happens. So I have to go with it. Again. Some people tried to predict when it's going to rain. Some people think that they could avoid getting wet. But from my experience on Facebook and TikTok adds, these things happen and there's very little you can do. Just to be clear, I they tried different ads, different strategies, but nothing was improving. Monday, huge sales, great numbers. Tuesday, the absolute next day, little to no sales. Wednesday, decent sales. Nothing changed. You ran the same ads, the same audience? Absolutely everything was the same. Now, what's the point? I really want to make this clear. You could try to predict everything, right? Maybe it was too hot outside, maybe it was payday, maybe the kids have a day off school. But honestly thinking about all of that stuff is exhausting. So what I do is I live, my ads run and I go with the flow. If it rains, it rains, that's it. I can't control it. I just let it be. Sometimes it just rains. 13. Let’s create our first campaign: Welcome back. I'm going to assume that you have your pixel setup and that you're ready to start your first campaign. Now you have a cheat sheet attached that you can use to refresh your memory. So please don't write anything down. Here is what you need to know. Now, the interface might slightly change over time, but the principles remain the same. You get a choice between a simplified version or a custom one. Let's go with the customer on please, because you should get used to the full interface. Now here, the first choice is the objective. Now things are super clear for me. Conversions, this means sales. I've never really heard the venue entrepreneur in my extended circle that uses anything else. I'm not saying it cannot be done, but there's not all that common. Now on Facebook ads, people often use a funnel with cold hard traffic retargeting and all sorts of things. But here we're going to keep it simple and it works quite well. So again, conversions, nothing else in terms of the name of the campaign. I typically use the month, but it really doesn't matter all that much. Now, here, there's one setting that seems to work very well for me. That's campaign budget optimization, CBO. Basically this means the following. You set up a budget and you let TikTok decide on what ad it should spend it on. We're going to have another lecture about that subject. But for now, what's important as you enable it? Now, back to creating the campaign. Let's hit Continue, and we'll have to create an ad group. This is where you can begin to split off things. What I do is I split my ads, women versus men or young versus old. But that's about it. Basically in this green, at the add level group, you can set up your targeting in Facebook ads. This can be really complicated. Here, things are quite simple. So let's write something like women 25 plus as the name, promotion type website, the pixel should already be set up. If you don't have it, then again, please talk to a developer. I really can't help you with it because it's a technical thing in terms of the event, the most important one is placing all the realistically very few people use anything else. The next step is super important. Please don't choose automatic placement. Use this option and de-select these two choices. If you don't do that, you won't be able to use your both as ads. And that's critical, that's essential. Now, for the creative type, don't enable this option. You should be in complete control of your ad targeting. We're going to talk about that in another lecture. Finally, head next, and we're just about done. This is where the magic happens. You have to enable this, which you can use your TikTok account to deliver ads. I have two accounts, so let me select this other one here. Okay? This is the ad creation step, the final one, click on TikTok post, and now you can select one or more posts. Let's select two of them, for example, you can see them here and one of them has this highlight around that. There's only one final thing to set up the link. Choose your website or landing page, and then switch to the other the ad and do the same. And this is it. This is the entire process. Obviously, you have to hit Submit and you'll have to wait for the few hours until the ads get approved. Please see the cheat sheet and a view at if needed. But we're gonna go through these steps a few more times just so it's clear as day. Now, in the next lectures, I'm going to start explaining everything in detail. So please, it's important that you continue to watch. Thank you. 14. CPA – explained for regular people: Welcome back. Let's talk about CPA, cost per action. What does this mean in plain English? In essence, it's how much it costs you to get a paying customer. You're going to find this column right here. Save that you've spent 200 bucks and you have to convergence a gay purchases, aka sales. This means that your CPA is 100 bucks. Otherwise said, you had to spend $100 to get one paying customer. Now, the process goes something like this. Imagine that every time you show someone you have add thick dark charges you a dollar. You showed them people you have ADD, you spent $10. Nobody buys anything though, but they may come to your website. But at the end of the day, all you care about is sales, not traffic. So that's not a good thing. Then TikTok shows you add to 50 people, which costs you 50 bucks and yet no sales. Finally, the person number 100, the size to make a purchase. This means that in total you spent 100 bucks to get a sale. That's USEPA, that's your cost per action. A simpler way to look at CPA is this how many doors you have to knock on before you get an answer? Sometimes it may be more, sometimes it may be less. It's about your chances of success all the time. This is one of the most important columns you should follow. You should watch it every day. Now the best-case scenario is one where you spend as little as possible to acquire new customers. In reality, here's how this goes. Taking a look at the random month. Now, you're going to see that my average cost to get a new customer is 40, for example. For delay, that's my own currency. That's about eight bucks, $8. But let's keep it simple. I had 165 sales and in total I spent 6,600 Lee and some change. Cool. Now, how do you make sense of this CPA? Is this number good or bad? Well, in my case, I can show you my stats from my stores dashboard. This is my own business. My average was about 135. So let's keep things simple. I spent 40 for the customer that on average makes a purchase worth 135. So you could say that I'm making a profit of 95 for every single conversion. Now, that's correct, but that's actually another net profit because I do have employees expenses, shipping costs, and other things. Now, all of these expenses can be calculated and they can be, for example, just as a random number 50 lay all summed up. Out of those 95, I'm left with about 45, which is still decent. That's how you can track your CPA. You always cross-check it with you of average or the As long as you are making a decent profit, the sky is the limit. See, if you know that if you put in $1 and you always get back, say 2.2, then you can go all in. You can put in 500 bucks per month. But as long as those numbers stay the same, you can put in 500 per day. Yeah, $500 per day, even more. So that's why you have to check your CPA every single day as a business owner, I always look at that value, but I always check my average or the value as well. Aov, the average purchase. That's why I'm always making product bundles or I'm creating new products that are somewhat cheaper. The goal is to raise my average or even by five per cent, just make the client add another snack, even if it's a low value. And that's because that extra five per cent goes directly in my pocket. What's the conclusion? As an entrepreneur, you have to find out the average or the value. Any dashboard should tell you that number. Then you check your CPA every single day and then you see if you're okay considering all your other expenses. For me, the critical value is about 70. So if the CPA is about 70, it's no longer profitable to run ads and I have to do something about it. But yeah, overall, that CPA. Now, some people also call this CAC, customer acquisition cost. Roughly, it's the same thing. As long as you have tracking this number, you are going to be good to go. Let's continue. 15. LTV – the thing that really makes your business grow: Welcome back. Let me tell you about LTV. This is probably the most important metric out of all of them. We talked about CPA or the customer acquisition costs. We know that we want that number to be much lower than the average or the, so if I'm selling on average, then lemonade bottles that are worth 100 bucks, I would like the CPA to be somewhat under 40 bucks, for example, so that I can still make a pretty good profit. That's after the considering shipping, packaging, cost of goods and other stuff, right? But in real life, you may get this situation. You might have a very high CPA, say 150 bucks for every single bank customer. And on average you are the author, maybe only 100 bucks. This is typically a major red flag, a big problem, right? You're losing 50 bucks straight up for every single sale. Now, you're actually losing much more when you consider all your other costs, like rent, equipment, shipping, and whatnot, right? So why would anyone pay so much for the client? Why would you lose 50 bucks? Because of LTV? Ltv stands for lifetime value. You may find other names for that, but here's the story. See, if the customer begins to place an order every single month for the 100 bucks, that means in total for the year, he's going to spend 1200 bucks. And you've only spent $150 to get that client. So actually, you're making a profit of 1 thousand then 50 bucks right? Now when you put it that way, it makes a whole lot of sense. Sure the initially you are losing money, but in the long run, you're making a boatload of cash. By the way, again, some people call it LTV, some people call it CLV, customer lifetime value. At the end of the day, it's the same principle. Now, here's the bad news. Ltv is quite hard to calculate. For my e-commerce store, I use WordPress and WooCommerce, but there is no built-in dashboard for the LTV. You have to pay for the additional plug-ins to get this number. Now, I've been trying to find some platforms like butler, a separate platform that connects to my store, collects data and it shows me more stats. But yeah, overall, I can't really recommend any good method that works across all stores. Now, that's something you'll have to do on your own. But if you understand LTV, you're going to see you in the business to a whole different lens. It's no longer about making a quick sale. It's about customer loyalty. If you can manage to set up a subscription or a recording or you're in heaven. This is what most entrepreneurs dream of. That's one of the reasons I'm trying to use Butler. I can see how many people are coming back. But all in all, this platform is quite expensive and they can't really recommend it. It's not all that great. But yeah, that's why most companies, at least in my part of the world, are going to send you gifts or coupons, discounts. That second sale, that third sale are incredibly important. You have to when that client for the long term. Because you have to think about it this way. Buying a new client cost you x, say 30 bucks, 40 bucks, right? That's your CPA. But it's much cheaper to give him a ten per cent off coupon or the gift that's worth maybe five bucks or ten bucks. So this is where you really have to shine as an entrepreneur. Onetime sales are to be avoided if possible, if your business obviously can support that. Now, with that being said, let's continue because there's a lot more to learn. 16. CBO explained for regular people: Welcome back. Let me explain what campaign budget optimization, CBO means in plain English. In short, you should enable it, but here's how it works. Say that you have a budget of 100 bucks and two, as you would expect that dock to spend 50 bucks for every ad, right? But that's not ideal because most of the time one ad will perform better. That's just how it works. One ad has to be better than the other one right? Now by enabling CBO, campaign budget optimization, basically give thick dark the permission to split your budget. However, it sees best. For example, 80 bucks for one ad and 20 for the other one of maybe 90 bucks for one. And then for the other one. Now, the platform knows best and it spends your money while trying to maximize your results. This is what I use and I recommend that CBO is the standard for me. Now as a side note, there's another option here called split test. Split test is basically an AB best. If you're more familiar with that, they're in essence, you can use it to test several ads based on several choices. Now, to keep it simple here, the best, you make an ad on a blue background and another one on a red background, finding out which one is best is a good idea because then you can push the best one with the full force of the entire budget. So that's what an A B test does for you. It shows you what ad is more likely to perform better. But I don't really recommend it because we'll see immediately what ads performed best. More on that in a separate lecture. Fact, there's going back to it. Cbo seems to be a best practice on TikTok adds. But here's the thing. I found that for best results, you need a decent budget. Let's talk about that because it closely ties into CBO. Now, in terms of your budget, most people start out small obviously, but here's a piece of advice. Your daily budget should be set at ten times, you'll CPA. This means that you have to know how much it costs you to purchase a new client, be it from Facebook ads or some other place. So if on average you are a CPA is ten bucks, a daily budget of $100 is best. But here's what you want to avoid. I have another TikTok account that I just started. Now there, I want to sell an online course that has a selling price of 150 bucks. Now, selling lemonade for the $5 is considerably easier. Just about everybody might consider it, right, because it's eliminated. So tasty snack. But in terms of buying a Photoshop course, not so much. So this means that my cost, my CPA, is going to be quite a lot higher than ten bucks. It may even be 100. But even at $100 per customer, CPA per customer, I'm still going to make a profit, 50 bucks. So I'm totally fine with that. There's no rent, no overhead, no employees, right. But under these conditions, I can set a budget of 40 bucks. If the CPA is on average $100 and my budget for the day is for D. This means it's very unlikely I'm going to get a sale. This means I'm going to waste my money. Now. Ideally, I would have to use 1 thousand bucks per day, $1 thousand then times the CPA. But that's a bit too rich for me. That's a bit too risky. But going back to my point, set up your budget at a good multiple, maybe phi of x if it's too expensive. Now a lot of people talk about training the pixel. This basically means that as more and more people make a purchase, TikToks algorithms begin to understand what's the type of person that's willing to buy your product? Now Facebook recommends something like 100 sales. So the system will begin to understand the user's profile. But if you're only getting one or two sales per day, this system won't work too well. So in short, it's better to raise your budget and get more sales if possible. But going back to our point, this is CBIO, campaign budget optimization. You let TikTok spend your money based on what the platform thing says best and I recommend it. Please use it. 17. Here’s how I analyze my ads: Welcome back. Here's how I look at the performance of my ads, how I analyze them. First of all, I select the campaign by clicking on it. Then I move on to the ad level. From here I choose this filter system, and from here I choose active ads. Okay? Now the fun begins. I typically sort by the number of conversions, number of sales. Here. This one has 29 conversions over the last seven days. The average cost is 30, which is quite decent. Looking at the ad spend a decent amount, but we don't really care how much we spend as long as the CPA is good and derive a lot of conversions. See if the CPA was super, super low, say five lay, right, that would be $1. That would be totally useless if there were little to no sales, one to sales, it would not help me. Right? So you always look at these two numbers together, number of conversions and CBA. This also means that the CPC, the CPM, the number of impressions and clicks. Well, we don't really care about all of this stuff. Now. Could we interpret them and use that information somehow? Yeah, sure, but 90 per cent, maybe more of all the results are going to come from this super standard analysis. Moving on down, we have a few other the ads with 1711 conversions. Again, pretty good CPA here as well. All of these can continue to run. We should keep them active. Now, moving on down, we do see only one conversion here and the cpa of 60, nearly 61. This is a bit too expensive, but before you do anything, take a look here. The total cost means the total amount of money that was spent by TikTok, and it's actually only about 60. So this is far too low, so we can't judge this ad. It's way too early. This means we should leave it until it spends about three to 400 lay. So about ten times the average CPA, five to ten times. Now closing gods too fast is not a good idea. You have to let them run for a while, again, five to ten times the CPA. But here's the bad side of CBO. These have been running for a while, but TikTok doesn't give them any budget. You can see how the total cost is super, super low. And this is happening because TikTok is giving us good results from these three ads. So basically the platform doesn't want to risk it. It doesn't want to spend any budget for these ads. So actually they're useless. Now, the thing is, if I'm happy with this CPA and this number of sales, again on my side, why risk at these bottom ads, they may work well, what they may not work at all. The platform is just trying to maximize results. It doesn't care about fairness right? Now, Could these ads work much, much better than the top three? Sure, it's an option, it's a possibility. If you really want to test them, you can create the new campaign or you could stop these ads, but I wouldn't suggest that. So what I'm gonna do is I'm going to remove the filter so I can show you some ads that I've stopped. If I look at the last seven days, we're going to see an ad that I've closed. Why? The CPA is AD2, where the top three ads were half of that. So clearly this ad wasn't working well. But this is why you constantly look at the last 357 days. See, if you look at the last 30 days, the last month, here's what happens. This ad has a CPA of about 35 and lots and lots of convergence. Now, what does this mean and why did I stop at? Well, in short, the ad started out really strong. It had an awesome CPA, probably well under 30. But then for whatever reason, the ads stopped working. Now, we're going to discuss the reasons a bit later on. Now, the last seven days were quite bad. So this was a clear indicator that we should stop it. That's despite the excellent performance in the beginning. Now from time to time, I do like to re-enable such an ad and see how it goes. Most of the time they are spent, they're fatigued, they won't work anymore. But yeah, overall, that's how I analyze my ads and my dashboard. It's quite simple when you strip away most of those other columns like CPC, cpm or whatever else. I repeat, those can be used to gather more information. But if you're like me and you are not a performance marketing expert, there's little point and trying to dissect every single bit of inflammation. So just watch the total amount spent, the CPA and the number of conversions and you're gonna be good. Thank you. 18. Your horoscope and why ads stop working: Welcome back. If you've ever spent any time on Facebook ads or TikTok adds, or if you've talked to an agency, you might have heard about adds the stop working. You create an ad, it works great. It has a great CPA. It gives you lots of conversions. But after a few days, maybe after a couple of weeks, it stops working. The numbers are horrible. And I actually showed you an example in the previous lecture. Now, why does that happen? Honestly, I have no idea. I have theories, I have assumptions. I heard various arguments from experts and blogs and Zoom calls. But the truth is, I don't know. It's like a hollow scope horoscope. Horoscope. It sometimes it gets it right. It says that you're going to meet someone you haven't talked to in ages. And what do you know it happened from time-to-time, your telescope is right. It clicks, but most of the time it doesn't. So are you really a genius when you nail it? No, not really. So that's why I'm gonna be honest and tell you that I don't know why adds stop working. But here are several potential reasons, most of which are again speculation. So some people say that TikTok forces you to create new content. They don't want you to create one good ad and then leave it on for six months while raking in money. They want fresh content all of the time. So what's the best way to push you to create new content? Stop your dad's from working, it makes sense. Now, this conspiracy theory is quite common amongst beginners. I have no idea if it's true or not. Now, experts tend to believe there's something called ad fatigue, meaning the ad gets shown so much to the same people that it begins to bother them. Seems to be a pool of people, of say, at random 100 people. And after you shown you the add to those 100 people, the results are obviously going to stop coming again. Why? Because you are out of people. Now, this theory is more plausible, but my targeting is always super broad. I'm targeting hundreds of thousands of people, may be a million people. I'm spending hundreds of dollars per day. So I'm obviously not reaching a million people, not even a fraction of that. So that really doesn't make a whole lot of sense. Now, I'm going to cut this short because all these theories are just that speculation. Fact is, it happens, adds stop working. There's no way to get around it. Now my Facebook ad agency up and makes new ads every week, maybe every two weeks. It's more work for them, yet they constantly do it. And they do it for all their clients. And all of my previous ad agencies, the same thing. So the conclusion is it really doesn't matter why is happening, because we have the hotel scope, astrology, ad fatigue, TikTok forcing you to create more stuff. It really doesn't matter. It happens and you have to prepare for it. 19. Create a custom audience: Welcome back, my country. Romania is fairly small. 19 million people, maybe yours is much bigger. When the audience is way too broad, you may need to spend quite a lot more money until you find out the right people for your business. Now, this is where a custom audience can come into play. You can find this option inside TikToks platform. And there are several ways to create an audience. The one I use most is engagement. I create standard posts on TikTok and they get comments and likes. Now I'm going to share all my tips regarding that a bit later on. But for now let's focus on this option. Now does the marketing principle that says that a potential client needs several touches until he makes a purchase. The higher the value of the product, the more touch points are needed. In simple terms, this means that a person here's an ad on the radio, that's one Dutch. He then sees an outdoor bender. The second touch, he sees an ad on Instagram. And finally, when he's on a shop, you might see a product and then he's much more inclined to buy it because he previously saw at several more times. Now, this is also called Top of Mind, always being there, always being present. Now, these are very complex approaches that deserve 50 our coordinators for them specialists. I'm not a specialist. I'm just giving you an overview as to why this type of list would work. In short, if they've already seen some of your content, they might be more inclined to make a purchase or even better repeat purchase. Now, you might be surprised to hear how many people simply forget about the brand. My business has personally talked to well over a thousand clients and we asked them, Hey, why didn't you order again, we were actually expecting complaints about the shipping, the quality, the pricing, and so on. But over 95% of people said, Oh, I just forgot. And then some of them put in another word that after we contacted them. When you have that works. Now, the settings from this option aren't too complicated. So let's keep going through other the more valuable bits of inflammation if you really feel stuck and that I should go to all of these options, please let me know and I'm going to update the video. But as I said at the beginning of the course, I really wanted to give you as much value as possible, not just guide you through some forms. The next decent option is website traffic. Now, because you have TikTok installed on your website through the pixel, this means the pixel gathers information about your users so you could potentially target them. This is actually called re-targeting, but let's keep this simple and to the point. Now, the potentially best option here is based on your customer file. This basically means that you have a lot of customers from any other place, like Facebook ads or Google ads. You have sales no matter where they come from. So you only show TikTok what type of people actually buy your product. Now, I've tried this option, but to be honest, it's a bit tricky. The file must be encrypted in a certain way. It has to be in a certain format. And honestly I didn't manage, plus my existing results were quite good. So basically I skipped that. Now, that's not ideal to be honest. And it's something that I really should be working on. What would I have used successfully is the look-alike audience. This is typically seen as LL a look alike. And here's how I use it. So I started with a custom list of people who have seen or interacted with my content on TikTok, right? Then I tell TikTok, hey, show my ads to similar people, to those who have seen my content and enjoyed that. Basically, if someone watched 50 per cent of a video or if they left a comment that shows they're interested in the brand, in the products. So we're asking TikTok for more of the same people. This seems to work fairly well and I'm quite happy with it. Now, let me give you a conspiracy theory. Some say that by uploading your customer list, you are giving it to the Chinese Communist Party, giving a lot of sensitive information about your clients and that's a safety concern. Now, I'm not familiar with all these things and I can say too much about it, but you should know that some people are very much against you uploading your customer list. Now, the sum of this lecture, I recommend you post two to three times per week and you get some organic engagement. Then create a lookalike audience based on the people who interacted with your content. I think this is a great starting point for most people. 20. How do you target people?: Welcome back. On Facebook ads targeting people is an art. You want to sell as much as possible. You really should get pregnant women 25 to 35 from this specific city that have liked the healthy foods store. So that's the type of targeting some people resort to super, super specific. This is where an ad agency really shines because they have several clients. It's quite likely they already have some experience in your niche. You're not the only store that sells baby clothes or whatever, electronics, healthy snacks or whatever. Now, on thick dark, I only go local. I focus on my own country because that's how I can create funny ads. Ads that grab your attention. Ads that speak to my people's culture. Even if my product was international, I would still start local. It helps you gain experience that much faster. Now on thick dark things are much simpler when it comes to targeting. You can do some advanced targeting, but I'm not a fan of it. Official TikTok experts have also told me to go broad. Rod simply means to use as little targeting as possible. Just let the algorithm show you the ad to as many people as possible. And then the algorithm will slowly learn what's, what, who's the best person to actually buy your product? But you might need to start somewhere, right? Well, incomes, Google Analytics, this is the old interface Google Analytics for isn't set up properly for now. So I'm going to use the old one, but in GAL4 and I'm pretty sure that you are going to be able to find the same information. Okay, Now here in the classic version, go to audience, then demographics, then gender. In the last 30 days, you can see that I've had over 3 thousand women and about 2300 men. The time spent on site is identical. Women have more transactions though, 151 versus just 1 third dy. But in terms of value, these are the belt identical, 50.8% versus 49.2%. That's as close as identical as possible. By the way, please don't let my local currency throw you off. Imagine these are dollars or view though it's the exact same thing. The values themselves don't really matter. Now finally, the conversion rate, this seems to be slightly better for men. This is a good starting point regarding men versus women. For me, this is neck and neck, so there's no real reason to focus on either one of them. Now, could I checked the atom and get more value out of these stats? Sure, but as a busy entrepreneur, this tells me that I shouldn't cut anyone, just go for it. Let it go broad. Now, let's move on to age. This can be found on the left side. Now, let's have a look starting with the conversion rate. The last column. Notice the extremes. 25 to 34 years old has the best conversion rate for the 0.55 per cent. But young people 18 to 24 have the lowest conversion rate, 2.28. This is absolutely massive. Younger people are buying half compared to a slightly older audience. So in terms of value, the 25 to 34 category has generated five times as many sales in terms of value, the revenue doesn't lie. Based on these stats, you can learn that you should avoid young people. But that's about that men versus women doesn't give you all that much. Now, ideally, you should learn that women over 35 are your absolute best customers. And then you can use that in TikTok adds, but here's the thing, this super-fast analysis, this is going to give you a great starting point, but let's take it one more step. Click on 25 to 34 so we can see if there's more to be learned. And yes, we can immediately see that males have a 5.09 conversion rate. That's one per cent higher than women. More than that, men generate more revenue by quite a hefty margin, 56.5 per cent of the revenue versus women. So if you take this further, the conclusion is men aged 25 to 34 are the absolute best clients. So let's go back to the ad creation process in TikTok. Here I'm going to choose my own country. Then for the gender, I'm going to go for the men. And finally, I'll hit these four choices. That's it. In under ten minutes. We now have a very good understanding of who we need to target. As we get more sales, we can revisit Google Analytics and see what's what. But that's why I said, you don't need to have a PhD to run ads. You don't need to be a doctor. You don't need to be a rocket scientist. Now, of course, I'm only showing stuff at the surface level. It's not a deep analysis, right? Could you do a lot more digging? Of course. But this material that should watching is for the busy entreprenuers. It's for people who want solid results fast. And this is going to get you exactly that. At least it did for me. Let's take a quick break. 21. This is the impossible task in running ads: Welcome back. Here's what I found to be impossible in terms of running dad's scaling. Now, you might think it's a technical issue or getting a better cost per conversion, right the button CPA. But no, it's actually getting more sales. Take my case. I'm happy with the cpa of 35 to 40, right. But instead of ten conversions per day, Let's see, I want 50, I want 100. Okay, Let's say I just want 25, right? It does not work. Why? Well, as I said before, I can only speculate. I can only give you theories, but here's the thing. Up hired four of the best Facebook ad agencies in Romania to help them manage budgets of tens of millions of dollars for their clients. Now, they all seem to have the same issue. They can't scale. You. You might think that you start out with 100 bucks per day and you get five sales, then you raise it up to $200 per day and you're going to get ten sales, right? But for whatever reason, that doesn't work most of the time, especially on Facebook ads. As you raise your budget, the CPA also goes up, your cost goes up. So you may be happy with $10 as your CPA, right? But as you increase your budget, that goes up to 15, then 20, then 25. Which you need to understand is this. 100% of the time on platforms are happily going to spend your money. They do not give you any guarantees. You either like it. What you don't know complaining that snow saying that's not fair. It is what it is. You either play or do you don't. These are the worlds. So I repeat, the platforms will always spend your money. Google ads, Facebook ads, TikTok adds, give them more money, they're going to spend it. Now. Does that mean more than sales? Maybe, sometimes, not really. So then how do you scale? Well, if I knew, I promised you I would be in a much bigger house and you would probably see an indoor pool behind me. But just so I don't leave you hanging. Here's what various experts have said. Now, these platforms caters too small to medium businesses. Everybody starts out with a small budget. So it's essential that the platform gives you some type of reward. Like a drug dealer, they have to get you addicted. If the product isn't good enough, they lost the valuable customer. So it's in their best interests to give you some convergence, even if you have a small, very small budget with some specialists recommend is that you duplicate ads with a small budget. Just duplicate them. Keep the same small budget, but make more of the same ads. Now, this seems to work up until a certain point, but it's frustrating as ****. I've had days where I've had 20 to 30 convergence with under 20 lay as my CPA, you know, fantastic stuff. I wanted to get the most out of those days yet I couldn't. Now what most specialists agree on is this, you shouldn't dramatically increase your budget. So if something is going well, don't just triple it with something that's very likely going to produce bad results. Instead, you should increase it by 20 to 30% at the most, this applies to all platforms and then rinse and repeat. The issue is the life of an ad is limited. A few days, maybe a few weeks. So inevitably that ad is going to need replacing. So if you always start out with, say, 20 bucks per day and you slowly go up, well, you're never going to hit that point where you're gonna be satisfied. This is an ongoing battle. And I'm sorry to say that I don't have better news for you. Are there the courses that costs 5, $10 thousand, that promise you they know how to scale. Of course there are, of course, but I'm not willing to take that risk. I really don't believe that a lot of people know how to scale effectively. Sometimes it's luck, sometimes it's just duplicating, sometimes it's just having to go through the motions and after the while it just grows and grows. I'm sorry, I don't have anything else to add for now. Let's take a break. 22. Quick answers to popular questions: Welcome back. What I really like is the down to earth side of things when we're talking about TikTok adds there's lot of content out there that takes the focus away from the important stuff. So because of that, I really feel like I need to address some things. So let's get to it. Hashtags. Do you need to research hashtags? I've honestly never done it. I've been getting a multiple from three to four times my money, afford x multiple on my ad spend and I'm very happy with it. I use standard hashtags in my local language. Simple stuff like lemonade, oatmeal, Chia pudding, healthy snacks, and so on. Again, all of these are translated in my native language. I use three to seven hashtags, but again, I don't spend a lot of time on it. I just put them there and that's it. I've been using the same ones or whether Nova, nothing special. Making sure that the video is interesting and engaging is far more important. And that's because there's a good chance I'm going to use that video as an ad. Now, the watch time and the number of likes, comments, shares are far more important than the hashtags. And if you're thinking about going internationally, I think that's important. Absolutely minimal. So that's about that regarding hashtags, it's not something that's high on my list. Next, cap cut. This is a popular app on your phone that allows you to edit videos in various ways. And more importantly, it creates those subtitles. Now, the subtitles are there to keep your attention. Now on Instagram, you can watch stories wherever the new sound on thick dark, the sound is always, always on. You can't really muted. But those subtitles there that appear rapid-fire the mode. They buy you a few more seconds of watch time, which obviously is going to help you out. Now, do I recommend you add subtitles in various effects, blue cap cut? Yes. Do I do it? No. And that's because I don't have enough time for it. Now, the ideal situation is you get an assistant that can do these things for you, but I'm not in that place right now. My results are good enough. So I'm going to continue without gap gut. But if you want to take it to the next level, probably you should use it. Next, popular sounds. Now some people believe that if you use a certain sound, you're going to blow up, you're gonna go viral. I don't believe in that at all. I think it's silly. I think this was made popular by certain very attractive girls in very, very small bikinis. They wrote stuff like, Hey look, I'm getting millions of views just by standing in front of the camera, not doing anything. And that's because of this sound. Use this sound and you're gonna go viral as well. As you can imagine, there may be other reasons as to why these girls in bikinis are getting millions of views without saying anything or doing anything interesting. I've never heard any serious creator put an emphasis on using certain sounds or songs. I don't pay any attention to all of that and I recommend you do the same. The next thing, doing challenges. Again, this is something that's not made for me as an entrepreneur. Now, while challenges do get views, you're not really going to go after that type of people, that type of audience. That's what full-time creators with a fairly young audience. So again, I don't really recommend it. It's not the type of people that actually make purchases for the actual products. That means something. Let's move on. Followers. Followers mean little to nothing on TikTok. I've never actually said please follow my account. And I'm very happy with my conversion rates on TikTok ads. Where on YouTube or Instagram, your audience is quite important. Those people are actually going to see you at the content. But even though nowadays is less and less on TikTok, that's really not the case. You can see people with over a million followers that have videos that have 400 views. That's for the 100, not 400 thousand. And why? Because the algorithm is king. Watch time, engagement likes, comments, shares. Remember that at the start of the course, I said that anyone can blow up without any following. Well, this is the flip side of the coin. Yes, you can get millions of views with no prior experience, no following. But that also means that you are, the followers are basically worthless. My advice don't span people to follow you. It won't help. Okay, Next, what time to post playlists do wedding with other people? Again, all of these things might help. I don't use them, I don't recommend them. And I haven't seen entreprenuers use them. I have seen growth hackers and marketers push them. I have seen courses that promise you to go viral by using all of these things. But again, I can't recommend them. That's why Overall, I really felt I had to address several of these things in this clip. I don t think it's time well spent. You should focus on the basics, create good videos and make them into ads. Watch your CPA washed number of conversions, and you're gonna be good to go. 23. Discover the best performing ads in your field: Welcome back. When it comes to seeing ads that work best, TikTok has an area where you can see clear examples. Here you have several filters. In my case, I'm interested in my own country, in the food and beverage industry. Last 30 days works best. I typically filter by objective because that's not what I actually care about. My ads have often shown up here, but most of the time you might see huge brands with huge budgets with fairly mediocre ads. Now my advice is you think about your experience on TikTok. Here's the thing. Tiktok is the only platform where I can swipe away and add in less than a second immediately. I promise you I can spot on Add just like that. Most of the time they're too polished. The two professional and to be honest, they seem fake. Tiktok is all about realness. It's about down to Earth stuff. So while this area shows you some ideas that might work fairly well, I don't think that you should take them as an absolute truth. Instead, you have to use TikTok as an actual user and see what adds catch your eye. Now from my experience, these are ads that are funny, quirky with a low budget, apparently shot on the spot. No preparation, awesome lighting, no super tight texts, nothing natural. Now, there's another thing. Check the comments for these ads and see what most people say. Most of the time, they're heavily moderated or the straight up deleted in most real comments are often deleted. But which one to see is if there's a real person behind that specific video. And if people actually catch on to that, because the company is just a cold Corporation, people aren't going to respond. That's the essence. Now, that's what we're going to explore in the rest of this section. But for now, I really wanted to show you this part of TikTok. So have a look and see what works best. But remember, please you have to use TikTok as an actual user. Thank you. 24. Here are ads that don’t work: Welcome back. Let me show you ads that don't work on TikTok. This is actually quite helpful. Now by knowing what not to do, You get a lot of insight into what's appreciated on thick dark? Now, here's one example that I made in this 15-second clip. I have a lovely background music. I have nice effects. I have a pretty nice slideshow up. Pretty good. 25. This is my best ad: Welcome back. Here's one of my best dads that brought me 111 sales with a CPA of 37 lay. Now, in this video, I'm going to show off my oatmeal products on my desk. So there's no fancy arrangement. There's no special lighting, There's no music, no effects, no subtitles, nothing. I'm simply showing off the product and I'm seeing something like this. This is what I call breakfast. It's nutritious, it's fast, it's affordable. The thing is, I'm not sure that I'm happy about the topping. Previously, we put the topping on top of the product, but now it's mixed together with the odes. Now, I'm not sure about this, so please let me know how you feel about it. And that's the ad. Here's an even better one with 144 the orders and the CPA that's under there delayed. So much better. This one is using the same format, me in the kitchen showing off some possible versions of our product. I'm saying something that I'm a bit undecided about the look and about the flavors. I'm asking for feedback in the comments section. Now. I know it's pretty obvious, but again, there are no fancy animations, popular sounds, challenges, dances, girls in bikinis, or the crazy hashtags. The reason why these ads work is that you can see the real product. It's not a Photoshop, although not an edited, super polished add created by inexpensive ad agency? No, it's just one guy in his kitchen. Now, the question is, can you replicate these adds 100%. It's pretty clear that as long as you're being authentic, you're gonna do just fine with that. Let's take a quick break. 26. My best way to make videos & ads: Welcome back. Here is how I record most of my videos. First of all, I start Notepad and I started writing. I know that I have to stay within 30 to 60 seconds. So the video can be transformed into an add 61 seconds. You can't use it. Okay, I start off with an idea and the hook, Here's how I spent $25 thousand. That's the first sentence in the video. I then show off for labeling machine that applies labels automatically. I then need to insert some type of promotional stuff to the likes of, hey, we're a small company. We're trying to do the best thing for people with trying to pay people the best possible, the highest possible salary. And for that to happen and to have awesome products, I need to buy this type of equipment. The issue is the equipment is super expensive and it's sometimes breaks, but it's part of the game. Now, what do you think? How many labels do you think that this what's out in an hour? So that's the type of script that I usually go for. Then I start my camera on my phone and then I record as a video. I recorded the video in my native camera app, right? Nothing else. I'm not on TikTok yet. I'm recording. I'm often moving and I'm showing off various parts of the equipment or various angles, I don't stay, but movement is quite important on TikTok. I then pause the video and move to something else, like showing off the bottle in my hand or showing off the bottle on the website, showing off the actual product. Right? Now, as I'm recording, I'm paying close attention to the length. When I've hit 30 or 60 seconds, I finished the video in my native app, again, my native camera app. Then I launched TikTok and I choose to upload that video, the one that I just recorded. Now by default, the sound will be on. There's an option here on the side that's called VoiceOver. Now, the interface often changes, but this feature is always gonna be here. Now, the important thing is to disable the original sound because you don't want the original sound. All you want is silence. Then you hit the Record button to record your voice. The video is gonna be playing in the background and you are going to read from your notepad on your computer. So believe it or not, that's it. That's how I do it and it works wonders. Now you may ask Chris, Why not record the audio directly when you shoot the video? Because it's not as tight. My scripts have to be a great joke. No fat on it, no extra words. It has to be typed concise to the point. You really can't do that on the spot over and over again. And believe me, I've tried I've tried lots of times to freestyle it. I did get better at it, but it was simply not as good as writing a script and reading it. The thing is, when you record your voice over the video, you have to put the same passion into it. You have to make it seem like it's natural, like you're speaking right then and there. So that's one possible issue, right? Don't make it seem disconnected by what's actually happening in the video. Your voice has to match what's happening in the video. But overall, this is my method and I found it to be the most effective one for me as a busy entrepreneur. So to recap, write the script should the video and your native phone app then upload it to TikTok and choose voice-over. This may not be that easy, but it's the most straightforward way of making great videos and ads that are going to convert. Well, good luck with it. 27. Should I fire this employee?: Welcome back. In this lecture, I want to give you some examples and ideas for your own videos. Now, I realized that my advice won't work for absolutely every single business out there, but I think the principles are universal. So here's a video where I asked people the following thing. Hey, I want to do a promotion where you are going to get your money back. If this isn't the absolute best lemonade that you can order online, the trouble is, I'm not sure about what rules I should set for the campaign. I don't want people to lie about it just to get their money back, right? So I was thinking that it should be one major rule. You gotta do a video where you drink our lemonade than the competitors lemonade. And you talk about why the competition is better, post the video online or share it with us in private and we're gonna give you your money back. Do you think that's a good rule? Do you have any other ideas? I really want to get honest feedback, so please let me know in the comments. This blew up. This got about a million views and quite a lot of comments. See, it's obvious that I'm promoting my lemonade, but I'm asking a serious question here. I'm showing that I'm in doubt about these rules. I don't want to be taken advantage of, but I really believe in the quality of my product and my lemonade. So this is an excellent video. This is a great ad. It's promoting your product without being obnoxious. And it works so well because it's framed as a question. Now here's another example that you could use. I did a video where I started out like this. Should I fire this employee? It's the fourth time is not coming into work without letting anyone know. I spoke to this person several times and I clearly said that it's fine to take a few personal days, but we gotta know at least one day in advance. Should I give him another the shot or should I fire him because he's been worn several times. That's the add of course, I'm showing off the products in the background while I'm speaking, but the hook is right there at the beginning. Should I fire him? This grabs your attention. Then I'm presenting both sides of the coin. Now, this tells people what type of business owner I am and what are my values, what are my beliefs? And see, most experts in business say that you should build a brand. You gotta build a good product, because obviously it has to be a good product, but you need to build the brand and people must love the brand and then subsequently buy the product. The fact that the products are good, they're nice, is obviously a part of growing a brand. But at the end of the day, the brand makes or breaks at the fact that we don't use any preservatives, added sugar, or single use plastic. The fact that my employees work seven hours per day and they get lots of time off. The fact that we refuse to use cheaper ingredients. All these things helped me build a brand. So as the same thing here with hiring or firing this person, I'm showing what type of person I am gaining people's trust, takes time. This is why I have to constantly showcase my beliefs to do these videos. So I don't speak too much about how healthy these products are, what how eating them is going to make you lose weight and all of that? No, I believe that would be the wrong approach. Instead, I try my best to grab people's attention with hot topics while showing what I believe in. Now, these are the best posts and subsequently the best ads. And with that, let's take a quick break. 28. Show the process: Welcome back. One of the best ads is showing golf the process. In this clip, I'm showing you how we make our sour cherry top bank, right? I'm showing you the paths on the hot plate and how after a while it gets transformed into a topping that goes over the oatmeal with all human milk. Now, what you see here is not revolutionary. This isn't unique at all, but it is interesting. You get a glimpse into what goes on behind the scenes. People really loved that. They love to get access to something that's not typically available. And you can use this hook in just about any business. Here's how we build these chairs, how we select the best grapes. Here's how whatever the thing is. As a business owner, you probably know your stuff. You're not on the influencer. You are not all that excited to talk about glamorous stuff, but you know how the business works. And if you're passionate about it, then show that even if it's about lawnmowers with PVC pipes, explain why PVC pipes are better than whatever the other material help people understand why Gore products are more expensive. Show the process. Here's another example. In this ad, I'm showing off a piece of new equipment. On one hand. You can hear in the video that I'm excited, but there's another component. You can actually see how we get our lemon juice for our lemonade. So if you, as a customer, if you had any doubts that we might be using chemicals or concentrated lemon juice. Obviously, those fears just went out the door. All those doubts just were handled immediately. This is what you want as a business owner. You want to promote your business, but in a low key mode by showing off how it's made, you answer a lot of questions, but you also shut up another critiques. Obviously, my lemonade is much more expensive than what the big corporations are offering, Greg, but this is a local business, a local entrepreneur using real ingredients and people usually love to support the local business if you give them reasons for it. And I have a few other boats which have turned into ads. How I've bought various pieces of equipment, how I've designed the packaging for my granola. Not all of them have been great ads, but when you compare them to polished, professional looking ads, there's no competition. I'm doing great. So the conclusion is showing off the process of how it's made, wins hands down. Just practice at it and you are gonna do wonders. 29. Subtle jokes are in!: Welcome back. One of my best videos that went viral without any help, without any ads was this one where I showed off a new product. It's an ice cream bar. And I mentioned that I've four mini ice creams and one jar. Well, it's not many. Some people would say it's average, maybe even big. Now, that's a big thing and it's a bit of a joke that subtle. If you don't know what I mean, that's totally fine. But let me tell you this. The comments section exploded. I got video replies, I got all sorts of jokes. Everyone was super positive and tasteful. Basically the joke was the bars weren't actually many. They would actually, well proportion. Again, nobody was crude. It was all done in good fun and in good spirit. Now, obviously this has the possibility of backfiring, right? When I filmed the video, I had no idea. It would take off the way it did. It wasn't intentional. I'm not going to lie. I didn't do it on purpose. But I found that you can use this principle and make awesome videos with it. The main point is that the joke has to be subtle. It's about making people feel like they're in a special club. You want about 90% of the audience to get it, to get the joke. And the ones who don't get it, you want them to leave a comment and ask, hey, what's this about? That's the type of thing that algorithms like, but that people also like as well. People enjoy it as well. I said that at the beginning of the course, dark is somewhat of a cult. Read it as another place with loads of inside jokes. Imager, again, lots and lots of things that an outside they're simply doesn't know. For example, you are the cake day. This is not your birthday. No, it's actually the day you registered an account on imager. So it's these subtle things that people seem to really enjoy is something that tells you that you're a bit special, that only you know that thing. So please use this to your advantage, makes some type of inside joke that only your community is going to understand your community from TikTok. That's quite important. Good luck with it. 30. Don’t be surprised by this obvious issue!: Welcome back. As you probably know by now, I don't do any fancy editing. The only thing that I do is I add the text overlay on top of my videos that show off my website. Now, as a side note, after they finish a TikTok video, I download it and then I post it to Instagram, Facebook and evil and YouTube shorts. The text overlay remains, so I'm really, really happy about it. Now, do you know what's the most asked question? What people asked the most? It's where can I buy these products? I kid you not. I obviously have a link in my bio. If you search for my account name, you're going to find my website and no time at all. Plus the website's address is written black on white in the center of the screen. It's incredibly obvious. The name is easy to write, it's short, it's unique. I have no idea why people are asking this thing in just about every single video. So it is what it is. Now, again, my point is every single one of my videos has this rectangle in the center with my website. People still ask about that, right? What I'm trying to say here is you gotta be prepared for it. Don't be surprised. And most of all, don't be rude. Tell people, Hey, just go to WW my website.com and you can buy the products. Now, to be honest, it's a bit frustrating because I also tell people in the video, hey, go to this website and we ship in the entire country or the from www, my website.com. And yet people still ask this question. My advice, the point of the video, don't let your emotions spill out. Don't be mad. Instead, always be polite. Now, I'm seeing this from experience. I have lost my cool in the past. I'm not sure what's your culture and your part of the world. But here, haters are inevitable. You could say that, Hey, you've cured cancer and some people are gonna comment, hey, that's fine, but what about HIV? So you really got to be prepared for this attitude. Ninety-nine percent of people are super nice and friendly. But men, that 1% is vicious. And when you run ads, inevitably, you're going to get some hateful comments. Either silly comments that don't make any sense, overs that, well, when people ask, Hey, where can I buy it from other on the other hand, just hateful comments. But no matter whether it is, whether it's pure negativity or people that are a bit disoriented. You gotta stay cool. You gotta be friendly and respectful. Think about each comment as an opportunity to teach someone something. Now, besides all of that, any comment is going to help you get more views. So my advice is you always reply to their messages, even if it's just with an emoji, like their comments, pin that comments on your responses. Just put them right there at the top. And if you feel that you made a mistake in the video, just take it down. Whatever you do. Don't lash out, don't insult people. And most of all, don't be arrogant. Don't do that, right? If you've never, ever created online content, you might be surprised by my passionate about this topic, but trust me, it's real. Those who don't create content mostly going to say are bad comments. They don't upset me, they won't upset me. I'm just going to move on. But when tens or hundreds of people start insulting you, you will work your business. Man, it hurts. See, most of the negative comments don't even make sense. In my case, for example, just random one. People compare the oatmeal surprise, my product to the actual ROI ingredient, to odes. And they say something like, hey, you know, 500 grams of O2 is whatever, ten bucks. Why should I give you ten bucks for only 100 grams? See the mixing up a raw ingredient with the finished product. Obviously, buying chicken at the grocery store is way, way cheaper than buying a smaller piece of chicken at the restaurant. But I repeat, you can't get upset. You're only going to hurt your brand if you start insulting people, you have to be respectful in your replies. Please revisit this lecture after you get your first 500 comments. And you're going to see things through a different lens. Good luck with it and stay cool. 31. High energy and smiling: Welcome back. Now, I've been creating courses for quite awhile. And one day I was asked this question in terms of TikTok videos. Why I've used so serious? And I actually started smiling, but I was also taken back. This was one of my good friends, so I knew he had good intentions. I wasn't sure what he was talking about them. He just said, Hey, just listened, listened to a few of your videos. And he says something like, You sound like one of my college professors. And that wasn't a compliment. And he was right, to be honest, I felt insulted. His advice was to smile while I'm talking and to increase my energy level. Now, I felt I knew best. I felt that I was already putting myself out there like I should. Plus it seemed like such a basic piece of advice. Smile, Come on. It's one of the most fundamental things. And yet I wasn't doing it. It was a great learning lesson for me. The device itself was good, but also my reaction to it was something that showed me that I need to grow some more, that I need to work on myself. Now, when you're close to feedback, you're not going in the right direction. So that's why I wanted to make this quick lecture about it and share my experience. Nowadays, I do my best to smile and put out good vibes, but I only started doing it after someone told me I should do it, which was quite odd and it was quite insulting. But I really got to thank that person. Thank you for helping me out. 32. Hiring help – is it a good move?: Welcome back. The question is, should you hire someone to help you with your TikTok adds, be at the person in your company or just a freelancer from another part of the world. This is what I've been debating. See, I had one person who made some of these awesome videos of my products, right? The person dabbled in content creation. She had a camera, she had some lights, she knew how to film things. And then I took that material, I added some music, I added some jump guts. And this is the end result. I am considering hiring the same person to help me with my cap cut, edits, with adding subtitles, with grading fancy animations. But the issue is she's no longer available. So then the question is, how do I find someone? And honestly, I can't answer it. I don't have a solution. The issue is the Bay versus the effort C let's say your budget is whatever, 100 bucks per month, right? What amount of content should that person produce? Videos, five videos, 50 videos? Do you pay the person on quantity or quality? And speaking about quality, how can you judge that? C, you can't tell a freelancer, Hey, make them look awesome. Okay, what does that mean? You're bound to have disagreements if there's no set standard. That issue with setting a standard is that your content has to be diverse. You can show the same thing over and over again. So then again, what's the person's job? Now, I was thinking he or she could edit my videos. I would create them as I normally do, write out the script, record the video, and then do a voice-over. But then is that person really worth $100 per month or 800 or 1 thousand? That's actually an editor, right? But then can that editing seriously improve my CPA? Can that person lower my costs? I doubt it. I don't believe I can get $500 worth of value. The bigger issue is I'll still have to spend quite a lot of time on this desk myself. And that's because there's a very good chance that the first couple of people won't be what I'm looking for. I'm going to have to test them out for 23 weeks, 51020 videos, then probably I'm going to have to restart my search, fire them in, hire someone else, find another person, another two to three weeks and so on. As a busy entrepreneur, that sounds horrible. So then can you really hire someone off of Upwork Fiverr or Freelancer.com as most people recommend? I don't think so. I actually think the best way to go is to hire that person full-time in-house, eight hours per day. And that's it. That's how you can control both the quality and the quantity. You can give immediate feedback and you can steer that person in the right direction. Even so there's quite a big risk. And obviously in-house seven to eight hours per day, It's much more expensive. Now, can the higher number of videos and slash or better quality seriously improve my CPA? That's the question. I'm not sure. So to sum it up, hiring someone for the $5 to do most of the work is a mirage. I'm not saying it's impossible, but I'm saying that it's not realistic. So that's food for thought. For now. I'm going to continue solo. 33. Your asignment: Welcome back. The goal is simple. This notepad should be your best friend. Start writing your scripts, please do it right now. After you write something out, please read that out loud. But Format be a bit over the top. You know, Those YouTubers who always seem fake and have a ten out of ten smile, that super intense energy. Hey guys, what's up? What's going on? Well, bring it down just a touch underneath that. I know it seems foreign. I know it seems strange. I get it. I know that's not you, but please try it out again. Not the ten out of ten, maybe an eight out of ten in terms of energy. Then after you write 101520 scripts, please select a few of them and then create your own TikTok videos. Now, if you're still anxious about putting yourself out there, please upload the clip to YouTube, set it to private, and send me the link only I can see it so you don't have to think about the embarrassing yourself. I'm here to help. So please get to work and send me your videos. Show me your hooks, show me your voiceover. I really wanted to see your work. Thank you so much and good luck. 34. Live: Create a new campaign with the best ads: Hello and welcome back. This is Chris. In this live video, we're going to do a new campaign. It's not going to be a CBO campaign. Instead, we're going to do this. We're going to choose lifetime here, and we're going to select some of the best ads, and we're going to create a new campaign. Now, let's have a look. These are already sorted by the number of conversions. And basically when I look at the best ads, I look at results. So number of convergence, the CPA, which is mostly under the fourth delayed, this one is actually under there D, which is fantastic. But also this CVR, basically this is type, this is some type of a conversion rate. And we can see that this one, for example, is super, super high. So let's actually do this. Let's select this one, okay, so we actually have to start from scratch. Let's do it. Let's go for it. Let's go for conversions. September campaign budget. Yeah, that's fine. No CBO. And that's because all ads, I would love to get the same amount of spend on all adds. This doesn't matter. Website, okay. The pixel is set up, place an order, no angle. Okay. This is good. Nope. Let's go with automatic this time around those because let's just go with automatic. Okay. Let's put into 50 yet again, k conversion, yeah, Okay, next. Now let's do the following. Let's select some of the best ads. We're going to hit this option. Again, I have two accounts, you're not going to have this this option, so it's going to be your account automatically. Then they boast. Then let's have a look here. Unfortunately, we're not getting the number of views. So let's do this. We're going to have a quick look here. And let's see. I actually think I can recognize the one that was the best one. It was me in an interview setting, I actually showed up on the news. So that's quite nice. Let's have a quick look. It's quite old. Yeah, this is it. This is the one I think. Let's have another quick look here just to make sure, okay, Now this is actually 44 K, but it's close by. I think this is the one. Nope, not this one. This was where I showed up on the popular news show. Let's have a look yet. This is the one, okay, so we have to look at that. But they killer, yeah, this is it. Okay, so let's select this one. We can confirm. And then we can actually put in the URL. The URL. I don't want to go to the homepage. I actually want to go here directly here. So this is the five back, which is quite important for me because it's going to be a much better experience. So rather than going here, you're just going to go right here. And basically you're going to have Add to Cart immediately. So yeah, let's go with that. Can we add a few more? I think so. Let's go with the same thing and let's select another ad. Same thing. Same thing. Okay, TikTok posts. Now let's see what else. I would love to have some type of option to sort these videos, but unfortunately we don't. So yeah, we're going to have to do it manually. Let's have a quick look here. K, These are the biscuits. Pretty good, pretty good. 14 k, 300 k. This is pretty good. Okay. This one is the best one. This one again, 1 million. Okay. That's pretty good. Even though it says happy birthday. It was launched in January. I still think that's pretty, pretty good. But let's maybe this one thing, this one is quite, quite good as well. Let's have a quick look here. Nope, I think this one yeah. No, that's the free one. To two to I think get this 1.51. Okay. Yeah. That's it. Yeah. Okay. Let's continue. Okay. Website again, five pack and hit Submit. And it's as easy as that most likely. Now I'm going to look some more. I'm going to look at those best ads and I'm going to make a copy of them here. Basically, I'm going to make sure that I can select them and then just publish them here. But in essence, whatever has the highest amount of views, that means it was a good ad, for example, this one, it has nearly a million views or yeah, I'm gonna, I'm gonna create another that thank you so much. This is Chris signing out and I'm gonna keep you posted regarding how this works. As you can see right now, it's in preview mode, so it's going to take a few hours, but yeah, I'm gonna keep you posted as things progress. Thank you so much. 35. What’s next?: Welcome back. Tiktok adds is an ever-changing platform and you shouldn't expect that Definitive Guide. Things constantly evolve. So I believe your strategies should change over time. Having said that, I honestly believe that what I've shown you here is timeless. Focus on building a brand. Tell you a story, share your process. Don't get caught up into all of those fancy things that basically waste your time and energy. And I think you're going to be good. I'm quite happy that I'm getting to the 0.5 X return on my money. And I do hope that these lectures have helped you to get some insight into what TikTok adds is really all about. There are many topics that I haven't covered. If you're looking for something in particular, please let me know. I'm happy to update the course with new material or to expand on certain topics. Thank you for sitting with me until the end and I hope to see you in another course of mine. Good luck with your CPA and your convergence. This is Chris signing out. Thank you so much.