Meta Ads Mastery

WEBVTT 1 00:00:07.185 --> 00:00:07.825 A lot of folks. 2 00:00:08.885 --> 00:00:13.155 We'll also be joined by, um, new students. 3 00:00:13.575 --> 00:00:17.435 So a lot of new faces today as well. Hi everyone. 4 00:00:18.975 --> 00:00:22.445 Hello, Yuki. Hi. Great to meet everyone. 5 00:00:24.395 --> 00:00:27.535 Um, let's just give it a minute 6 00:00:27.635 --> 00:00:29.975 or two for everyone to get settled in. 7 00:00:35.055 --> 00:00:38.075 Oof a lot of note takers, so sorry. 8 00:00:38.535 --> 00:00:42.675 Um, but I won't be admitting in note takers. 9 00:00:46.915 --> 00:00:51.815 Okay, great. We still have a couple more people joining. 10 00:01:03.205 --> 00:01:03.555 Great. 11 00:01:11.275 --> 00:01:14.295 Now, while everyone's getting settled in, uh, 12 00:01:14.565 --> 00:01:16.375 just a quick heads up, um, 13 00:01:17.475 --> 00:01:20.575 we do have a special guest this week. 14 00:01:20.675 --> 00:01:25.575 We have Nick Lopez that would be covering Meta Ads 1 0 1. 15 00:01:25.835 --> 00:01:29.335 Um, unfortunately Scott won't be joining us this week 16 00:01:29.475 --> 00:01:30.775 or today, uh, 17 00:01:31.175 --> 00:01:35.215 'cause he is currently in Kansas City for a workshop, 18 00:01:36.315 --> 00:01:38.295 but he will be joining us next week. 19 00:01:38.545 --> 00:01:39.615 He'll be back next week. 20 00:01:44.065 --> 00:01:47.755 Oh, guys. Hi. Welcome, welcome. 21 00:01:51.735 --> 00:01:55.805 All right. Um, I don't see anyone else in the lobby, 22 00:01:55.945 --> 00:01:58.605 but as they come in, I'll just admit them in. 23 00:01:58.865 --> 00:02:01.445 Um, Nick, I'll pass the floor on to you. 24 00:02:02.095 --> 00:02:03.705 Awesome, thanks, Yuki. 25 00:02:04.125 --> 00:02:06.465 Um, as I scroll through, it's good to see some, 26 00:02:06.575 --> 00:02:07.705 some familiar faces. 27 00:02:08.245 --> 00:02:11.905 Um, for those that have been on long enough, know that I'm, 28 00:02:12.145 --> 00:02:15.225 I pop in every now and then, so, uh, good to see you guys. 29 00:02:15.265 --> 00:02:16.425 I won't, I won't call everyone out 30 00:02:16.625 --> 00:02:19.305 'cause, um, there's too many, too many names to mention, 31 00:02:19.525 --> 00:02:20.705 um, that I do recognize. 32 00:02:20.805 --> 00:02:24.225 So, uh, great to, great to be speaking with everybody. 33 00:02:24.725 --> 00:02:28.905 Um, super quick, 32nd background about myself 34 00:02:28.905 --> 00:02:30.065 before I jump into it. 35 00:02:30.525 --> 00:02:34.345 Um, Scott was actually my first boss straight outta 36 00:02:34.345 --> 00:02:35.865 college 10 years ago. 37 00:02:36.405 --> 00:02:38.985 Um, and so it's, it's been good to continue to work 38 00:02:38.985 --> 00:02:40.065 with him off and on throughout the years. 39 00:02:40.805 --> 00:02:43.145 Um, he, uh, when he brought me on, 40 00:02:43.825 --> 00:02:45.265 I was learning everything there is 41 00:02:45.265 --> 00:02:48.145 to know at the time about, about meta ads, um, 42 00:02:48.145 --> 00:02:49.865 which would've been like 20 15, 20 16. 43 00:02:50.325 --> 00:02:53.425 Um, so it was, it was really just starting out back then. 44 00:02:53.485 --> 00:02:56.345 So I've seen the, the evolution of the industry 45 00:02:56.365 --> 00:02:58.505 and how best practices have changed quite a bit. 46 00:02:59.105 --> 00:03:03.485 Um, I did do a presentation on meta ads, uh, about, 47 00:03:04.505 --> 00:03:06.325 uh, about a year ago, maybe a little bit longer. 48 00:03:06.825 --> 00:03:09.205 Um, so if, if you weren't there for that, no worries, 49 00:03:09.205 --> 00:03:10.805 we'll get you caught up if you were there for that. 50 00:03:11.085 --> 00:03:12.645 A lot has changed in the space since then. 51 00:03:12.905 --> 00:03:14.165 Um, so we'll, we'll talk through that. 52 00:03:14.545 --> 00:03:19.395 The goal for today is to go over a couple of, uh, tips 53 00:03:19.575 --> 00:03:23.755 and tricks and rules to not just be, um, you know, 54 00:03:23.985 --> 00:03:25.875 marketing, marketing fluff, uh, 55 00:03:25.975 --> 00:03:27.875 but can actually help you guys go and, 56 00:03:27.875 --> 00:03:29.955 and build out a campaign and, and, and get started. 57 00:03:30.455 --> 00:03:32.435 So, that being said, I'll jump into it. 58 00:03:33.135 --> 00:03:37.205 So, why are meta ads good for, 59 00:03:37.665 --> 00:03:39.045 uh, small business owners? 60 00:03:39.465 --> 00:03:42.645 Um, first, there's obviously so many places 61 00:03:42.705 --> 00:03:43.765 to put your marketing dollars, 62 00:03:43.765 --> 00:03:46.205 your digital marketing dollars, uh, but still far 63 00:03:46.205 --> 00:03:48.045 and away Facebook is gonna give you, 64 00:03:48.065 --> 00:03:50.565 or I should say meta is gonna give you the best bang 65 00:03:50.565 --> 00:03:52.565 for your buck, is gonna give you the most reach, um, 66 00:03:52.705 --> 00:03:55.485 has some of the highest visibility, um, 67 00:03:55.575 --> 00:03:57.885 especially when it comes to, to social media, right? 68 00:03:57.885 --> 00:03:59.645 You think about things like LinkedIn and TikTok 69 00:03:59.645 --> 00:04:02.005 and Reddit, Pinterest, all these different platforms 70 00:04:02.005 --> 00:04:04.205 that are, that are coming outta the woodworks to, 71 00:04:04.205 --> 00:04:06.445 to take your, uh, marketing dollars. 72 00:04:06.945 --> 00:04:09.725 Um, it's still, meta is still where, 73 00:04:09.725 --> 00:04:10.885 where you're gonna wanna start out. 74 00:04:11.265 --> 00:04:15.005 Um, as it says here, there's 3.27 billion people across 75 00:04:15.475 --> 00:04:17.765 what we say, meta, which includes Facebook, Instagram, 76 00:04:17.995 --> 00:04:19.325 messenger, and WhatsApp. 77 00:04:19.905 --> 00:04:24.085 Um, globally, it captures 98% of all paid social spend. 78 00:04:24.545 --> 00:04:26.845 Um, and lastly, it can be effective for, 79 00:04:26.845 --> 00:04:27.845 for any budget size, right? 80 00:04:27.845 --> 00:04:29.525 So, not if you have a hundred dollars 81 00:04:29.525 --> 00:04:31.845 or a thousand dollars if campaigns might look very 82 00:04:31.845 --> 00:04:34.805 different, but you can still squeeze, um, 83 00:04:35.075 --> 00:04:36.445 effectiveness out of that. 84 00:04:38.335 --> 00:04:41.295 I mentioned earlier a lot has changed since we did this 85 00:04:41.295 --> 00:04:42.415 presentation last year. 86 00:04:42.835 --> 00:04:46.535 Um, a big thing is that AI automates targeting now. 87 00:04:46.915 --> 00:04:50.215 Um, and this is an AI coaching course of, of course. 88 00:04:50.635 --> 00:04:53.215 Um, so we're gonna talk about how to lean into that, how 89 00:04:53.215 --> 00:04:54.935 to take advantage of that and how to make it work for you. 90 00:04:55.475 --> 00:04:57.815 Um, within that ad, creative is key. 91 00:04:57.955 --> 00:05:00.775 So, uh, all the, all the tips 92 00:05:00.775 --> 00:05:03.135 and tricks that that REHA has has gone over over the 93 00:05:03.135 --> 00:05:04.495 last, uh, couple months. 94 00:05:04.765 --> 00:05:06.375 This is, this is where you can use it. 95 00:05:06.375 --> 00:05:07.375 This is where you can implement it. 96 00:05:07.715 --> 00:05:11.375 Um, and lastly, you know, simpler and, 97 00:05:11.475 --> 00:05:16.255 and automation, um, is kinda the key to success Now on meta, 98 00:05:16.255 --> 00:05:17.655 which, which is a good thing for, 99 00:05:17.675 --> 00:05:18.815 for small business owners, right? 100 00:05:18.815 --> 00:05:22.575 Especially when you're, um, strapped for time, 101 00:05:22.575 --> 00:05:24.055 strapped for resources. 102 00:05:24.275 --> 00:05:26.695 Um, you don't have to go out and hire a big fancy agency. 103 00:05:27.035 --> 00:05:30.295 Um, if you've, you know, implemented some of the tips 104 00:05:30.295 --> 00:05:32.655 and tricks for, for creative production, um, 105 00:05:32.655 --> 00:05:36.175 then you can really rely heavily on, uh, meta's, um, 106 00:05:36.205 --> 00:05:38.095 algorithm, machine learning, um, 107 00:05:38.715 --> 00:05:40.415 and to, to drive results for your business. 108 00:05:40.475 --> 00:05:44.955 So that being said, let's jump into it. 109 00:05:45.565 --> 00:05:45.915 There 110 00:05:50.695 --> 00:05:50.895 we go. 111 00:05:52.195 --> 00:05:55.055 Uh, so five things to getting started on meta. 112 00:05:55.475 --> 00:05:56.935 Um, one, select your objective. 113 00:05:56.965 --> 00:05:59.845 You have to tell meta, uh, what you want it to do. 114 00:06:00.345 --> 00:06:03.085 Two is your budget. Tell it how much you wanna spend. 115 00:06:03.215 --> 00:06:05.085 Three, who do you want it to go after? 116 00:06:05.555 --> 00:06:07.085 Four, what do you want it to show? 117 00:06:07.425 --> 00:06:09.245 And then five, how do you measure success, right? 118 00:06:09.245 --> 00:06:11.165 So those are the, those are the five things, um, 119 00:06:11.435 --> 00:06:12.685 that we're gonna talk through today 120 00:06:12.685 --> 00:06:15.005 that should at least be able to get you started. 121 00:06:15.385 --> 00:06:18.005 And on your way to setting up a campaign. 122 00:06:18.025 --> 00:06:21.925 And, um, and tracking results for the first month or so. 123 00:06:25.815 --> 00:06:29.605 There are two prerequisites before we start. 124 00:06:30.025 --> 00:06:34.245 Um, the first is your, your backend, uh, checklist, um, 125 00:06:34.245 --> 00:06:35.845 which is making sure that you have a 126 00:06:36.195 --> 00:06:37.765 meta business manager account. 127 00:06:38.385 --> 00:06:41.085 Um, it, it would be hard to do 128 00:06:41.685 --> 00:06:43.285 anything without the Meta Business Manager account. 129 00:06:43.665 --> 00:06:46.565 Um, if you don't have one, it, you can actually check 130 00:06:46.565 --> 00:06:48.165 by going to business.facebook.com, 131 00:06:48.385 --> 00:06:50.965 and it should, uh, pull one up or prompt you to create one. 132 00:06:52.265 --> 00:06:56.945 Um, on the, uh, connecting your Facebook page 133 00:06:56.945 --> 00:06:57.945 and your Instagram account. 134 00:06:58.335 --> 00:07:00.265 Also fairly simple. If you go to the settings 135 00:07:00.265 --> 00:07:01.985 of your Facebook page, um, you'll see 136 00:07:01.985 --> 00:07:04.705 where you can connect your, your Instagram account, um, 137 00:07:04.765 --> 00:07:06.385 and that, that one's just kind of like a why. 138 00:07:06.485 --> 00:07:08.985 If you have an Instagram account, um, it's kind 139 00:07:08.985 --> 00:07:09.985 of a why wouldn't you, right? 140 00:07:09.985 --> 00:07:12.225 You can get, uh, you can allow your ad dollars 141 00:07:12.225 --> 00:07:14.825 to be more effective by spending on both Facebook 142 00:07:14.825 --> 00:07:18.145 and Instagram, the megapixel. 143 00:07:18.485 --> 00:07:21.025 Um, this is a little snippet of code 144 00:07:21.025 --> 00:07:22.865 that you can place on, on your website. 145 00:07:23.245 --> 00:07:26.505 Um, at this point, most website 146 00:07:27.265 --> 00:07:29.105 providers have native integrations with meta. 147 00:07:29.405 --> 00:07:31.465 Um, so it's pretty turnkey 148 00:07:31.465 --> 00:07:35.505 and pretty simple to, um, to add the megapixel. 149 00:07:35.505 --> 00:07:37.945 If you have Shopify or you're on WordPress or Squarespace. 150 00:07:38.375 --> 00:07:43.325 Most of these guys have, um, um, uh, 151 00:07:43.325 --> 00:07:44.845 automated automatic connections. 152 00:07:45.505 --> 00:07:46.965 So it, it should be pretty straightforward. 153 00:07:47.505 --> 00:07:50.165 Uh, last two things. Payment method, right? 154 00:07:50.215 --> 00:07:52.885 Can't do paid ads without, uh, paying for it. 155 00:07:53.225 --> 00:07:55.525 Um, and it wouldn't even let you launch anyway 156 00:07:55.525 --> 00:07:56.765 without a payment method. 157 00:07:56.785 --> 00:07:58.605 So that, that should be pretty self-explanatory. 158 00:07:59.835 --> 00:08:01.695 Lastly, the conversions, API, 159 00:08:03.005 --> 00:08:04.695 this one is a little bit more technical. 160 00:08:05.115 --> 00:08:07.575 Um, they've introduced by the, I mean, meta 161 00:08:07.795 --> 00:08:11.975 as introduced some, uh, streamlined enhancements 162 00:08:11.995 --> 00:08:13.095 so you can do it yourself. 163 00:08:13.365 --> 00:08:16.375 Back when they first rolled out conversions, API was, um, 164 00:08:16.435 --> 00:08:19.055 really you needed like a full on dev 165 00:08:19.335 --> 00:08:20.495 resource to, to connect it. 166 00:08:20.915 --> 00:08:23.975 Um, we, we could talk about that in in more detail. 167 00:08:24.595 --> 00:08:27.135 Uh, either at the end we can save time for questions or, 168 00:08:27.355 --> 00:08:30.215 or, um, maybe even have a follow up on it. 169 00:08:30.805 --> 00:08:33.375 What, what I mean by conversions at API if, or, 170 00:08:33.375 --> 00:08:35.135 or you'll also, you're referred to as capi. 171 00:08:35.475 --> 00:08:39.455 Um, what I mean by that is with all of the privacy rules 172 00:08:39.515 --> 00:08:41.935 and restrictions that have been rolled out over the last, 173 00:08:42.205 --> 00:08:46.655 call it five years, um, this is a way to still send data 174 00:08:46.715 --> 00:08:50.215 to meta without collecting any type of personal information. 175 00:08:50.675 --> 00:08:53.215 Um, so, so it is recommended, it's not required, 176 00:08:53.215 --> 00:08:55.645 but it is strongly recommended for more accurate tracking 177 00:08:55.665 --> 00:08:57.845 and to help with the opt, uh, to help it optimize 178 00:09:01.915 --> 00:09:03.245 part two of, 179 00:09:03.465 --> 00:09:04.525 before we start 180 00:09:07.915 --> 00:09:11.325 Understanding the meta ads hierarchy or the taxonomy. 181 00:09:11.425 --> 00:09:13.325 So you have your ad account, 182 00:09:13.325 --> 00:09:15.005 which is kinda, that's where everything lives. 183 00:09:15.025 --> 00:09:16.165 And then within your ad account, 184 00:09:16.625 --> 00:09:19.005 you can set up a specific campaign. 185 00:09:19.145 --> 00:09:22.125 Within your campaign. Do you select, do you set up ad sets? 186 00:09:22.145 --> 00:09:25.205 And within an ad set is where your actual ads live. 187 00:09:26.605 --> 00:09:28.895 This structure, this sort of three tiered 188 00:09:29.455 --> 00:09:32.655 structure is super common across, um, the, 189 00:09:33.195 --> 00:09:34.535 the digital ad landscape. 190 00:09:34.915 --> 00:09:37.295 So TikTok has a three tier structure. 191 00:09:37.915 --> 00:09:42.215 Um, Google also does it has campaigns, ad groups and ads. 192 00:09:42.715 --> 00:09:47.335 Uh, so, uh, understanding this, this taxonomy, 193 00:09:47.635 --> 00:09:51.335 um, is super helpful for being able to, um, kind of plug 194 00:09:51.335 --> 00:09:52.935 and play into different, different platforms. 195 00:09:53.085 --> 00:09:55.575 Like I said before, I definitely recommend starting 196 00:09:55.575 --> 00:09:57.215 with meta, get your feet wet there. 197 00:09:57.515 --> 00:10:00.095 Um, understand what, you know, optimizations do 198 00:10:00.095 --> 00:10:01.135 and don't work for your business. 199 00:10:01.555 --> 00:10:05.135 Uh, but this structure applies to pretty much all 200 00:10:05.135 --> 00:10:06.415 of the other players in the space. 201 00:10:07.895 --> 00:10:11.835 Why is it this way? And so you can assign specific functions 202 00:10:11.975 --> 00:10:14.115 to, to different the different parts of the campaign. 203 00:10:14.495 --> 00:10:16.555 So at the campaign level, this is 204 00:10:16.555 --> 00:10:18.555 where you tell Facebook if you wanna optimize 205 00:10:18.655 --> 00:10:21.955 for video views or leads or purchases, 206 00:10:21.975 --> 00:10:23.715 and how much do you wanna spend to do that. 207 00:10:24.575 --> 00:10:27.755 Um, at the ad set level, this is where you tell it the who, 208 00:10:28.175 --> 00:10:30.115 um, it's where you putting your targeting parameters. 209 00:10:30.335 --> 00:10:32.915 Uh, maybe it's a promotional campaign where you, 210 00:10:33.175 --> 00:10:37.195 you only wanna be active for, uh, you know, a week 211 00:10:37.195 --> 00:10:38.315 before Black Friday and a week 212 00:10:38.315 --> 00:10:39.955 after Black Friday, or, or something like that. 213 00:10:40.175 --> 00:10:41.475 That's where you would plug that in. 214 00:10:42.105 --> 00:10:45.355 Spoiler alert, you're gonna wanna put the least amount 215 00:10:45.355 --> 00:10:49.235 of controls and, uh, uh, you wanna put the least amount 216 00:10:49.235 --> 00:10:51.035 of restrictions at the adset level. 217 00:10:53.315 --> 00:10:55.405 Finally, at the ad level, this is 218 00:10:55.405 --> 00:10:57.885 where you put your creative, this is where you put 219 00:10:57.885 --> 00:11:00.485 what landing page you want, the, the ads to link 220 00:11:00.485 --> 00:11:04.845 to test various messages, various tracking parameters, um, 221 00:11:05.225 --> 00:11:06.685 all, all of that good stuff. 222 00:11:06.745 --> 00:11:10.005 So that's, that's a brief explanation of the, uh, 223 00:11:10.025 --> 00:11:11.125 of the taxonomy 224 00:11:20.885 --> 00:11:21.305 Too far. 225 00:11:22.085 --> 00:11:25.195 So the objective, this is step one. 226 00:11:25.195 --> 00:11:27.515 This is telling Facebook what you want it to do. 227 00:11:28.255 --> 00:11:30.915 Um, and this is gonna depend on 228 00:11:31.865 --> 00:11:33.235 what makes sense for your business. 229 00:11:33.255 --> 00:11:36.075 You can see here there's six objectives, essentially, 230 00:11:36.075 --> 00:11:37.235 that you can choose from. 231 00:11:37.655 --> 00:11:39.755 Um, sales is obviously makes sense 232 00:11:39.755 --> 00:11:40.875 for an e-commerce business. 233 00:11:41.205 --> 00:11:43.715 Leads obviously makes sense for, for a B2B business. 234 00:11:43.975 --> 00:11:46.915 Uh, but then the other ones can be, you know, kind of tricky 235 00:11:46.935 --> 00:11:48.995 to know when to when to pick them. 236 00:11:49.455 --> 00:11:50.955 Um, we have awareness, traffic 237 00:11:51.005 --> 00:11:52.475 engagement, and app promotion. 238 00:11:53.425 --> 00:11:54.885 App promotion is pretty self-explanatory. 239 00:11:54.885 --> 00:11:57.125 If you have an app, then that's what you're gonna want 240 00:11:57.125 --> 00:11:58.765 to use the next, 241 00:11:58.785 --> 00:12:01.085 but the next question might be awareness, 242 00:12:01.085 --> 00:12:02.165 traffic engagement. 243 00:12:02.165 --> 00:12:03.845 Like, there's overlap between all of those. 244 00:12:03.865 --> 00:12:06.205 So how do I know what I should pick? 245 00:12:07.525 --> 00:12:12.415 Well, we put together this nifty little chart. 246 00:12:14.425 --> 00:12:17.895 Keeps doing that, um, to highlight 247 00:12:18.935 --> 00:12:20.345 what makes sense for your business 248 00:12:21.195 --> 00:12:24.655 and how that correlates to, um, uh, 249 00:12:25.475 --> 00:12:27.175 the actual objective in Facebook, right? 250 00:12:27.175 --> 00:12:30.895 So if you want market penetration, um, if you're in a, 251 00:12:30.935 --> 00:12:35.375 you know, relatively small sector of, of the world going 252 00:12:35.375 --> 00:12:36.855 after a, a niche audience, 253 00:12:36.855 --> 00:12:38.935 then awareness probably makes sense for you. 254 00:12:39.675 --> 00:12:41.055 Um, if you want video views, 255 00:12:41.555 --> 00:12:43.695 you could pick awareness or engagement. 256 00:12:46.385 --> 00:12:47.435 Here I have engagement highlighted. 257 00:12:47.555 --> 00:12:48.955 'cause I, I would recommend, uh, video views. 258 00:12:49.455 --> 00:12:52.075 If you want website traffic, then pick traffic. 259 00:12:52.575 --> 00:12:54.275 Um, if you want messages, again, you have a couple 260 00:12:54.275 --> 00:12:56.115 of different options, but I would recommend engagement. 261 00:12:57.565 --> 00:13:00.145 If you want calls, then the recommendation is traffic. 262 00:13:00.885 --> 00:13:03.025 Um, app, app install or, 263 00:13:03.085 --> 00:13:05.065 or app interactions would be the app. 264 00:13:05.285 --> 00:13:07.145 Uh, uh, app objective. 265 00:13:07.805 --> 00:13:09.785 And then lastly, we have the two conversions. 266 00:13:10.445 --> 00:13:14.785 If you want, um, leads, then you should pick leads. 267 00:13:14.885 --> 00:13:17.145 And if you want e-comm purchases, you should pick sales. 268 00:13:18.665 --> 00:13:21.675 This covers most business objectives. 269 00:13:21.795 --> 00:13:25.275 I think if you feel like your business, if you want 270 00:13:25.275 --> 00:13:26.275 to drive something for your business 271 00:13:26.275 --> 00:13:29.755 that's not listed here in the, uh, in the leftmost column, 272 00:13:30.535 --> 00:13:33.435 um, let us know and we can, we can try to figure out 273 00:13:33.435 --> 00:13:34.555 what your objective should be. 274 00:13:44.525 --> 00:13:47.835 Okay? Step two, how to pick your budget 275 00:13:49.365 --> 00:13:50.745 at the, at the forefront. 276 00:13:50.745 --> 00:13:51.985 There's, there's two things. There's two 277 00:13:51.985 --> 00:13:53.105 options that you can pick from. 278 00:13:53.165 --> 00:13:54.985 You can either pick a daily budget 279 00:13:55.405 --> 00:13:56.705 or you can pick a lifetime budget. 280 00:13:58.555 --> 00:13:59.855 Uh, daily budget. 281 00:14:00.075 --> 00:14:03.855 You're telling meta spend 10 bucks a day, um, 282 00:14:03.855 --> 00:14:05.095 roughly 10 bucks a day. 283 00:14:05.095 --> 00:14:06.855 It could fluctuate nine or 11 or something. 284 00:14:07.155 --> 00:14:09.895 Uh, no matter what, with a lifetime budget, 285 00:14:09.995 --> 00:14:12.975 you're telling meta you have, you know, $2,000 286 00:14:13.715 --> 00:14:15.575 and you have 30 days to spend it. 287 00:14:16.275 --> 00:14:19.655 Um, and I don't care so much if you're, if you know, 288 00:14:19.655 --> 00:14:21.135 you spend five bucks on one day 289 00:14:21.135 --> 00:14:23.335 and a hundred bucks on another day, this is just 290 00:14:24.475 --> 00:14:26.015 the time period that we're running for. 291 00:14:26.635 --> 00:14:31.185 Um, and, uh, we, we have that, that, 292 00:14:31.185 --> 00:14:34.505 that time period to, to drive as many results as possible, 293 00:14:34.685 --> 00:14:36.345 um, within that time period. 294 00:14:36.345 --> 00:14:41.315 And within that budget, what you should pick depends on 295 00:14:41.695 --> 00:14:43.475 the type of, uh, type of offer, 296 00:14:43.655 --> 00:14:45.115 the message that you're running. 297 00:14:45.655 --> 00:14:49.315 So if it's an evergreen campaign, um, with no 298 00:14:49.885 --> 00:14:51.965 clear start or, or, or stop date, 299 00:14:51.965 --> 00:14:55.285 and you're just kind of updating the creative as, um, 300 00:14:55.665 --> 00:14:57.125 as you see things kinda working 301 00:14:57.145 --> 00:14:59.805 or not working, then daily budget makes sense. 302 00:15:00.685 --> 00:15:03.145 If, like I said, you have a very specific promotion 303 00:15:03.255 --> 00:15:03.905 that you're running, 304 00:15:04.175 --> 00:15:05.705 then lifetime budget makes sense, right? 305 00:15:05.705 --> 00:15:08.225 Think like a, you know, 306 00:15:08.255 --> 00:15:10.585 holiday sale, something like that, right? 307 00:15:10.585 --> 00:15:13.865 That's November 25th to December 30th or something. 308 00:15:14.005 --> 00:15:15.425 It gets a very defined period of time. 309 00:15:16.045 --> 00:15:20.375 Um, if it's, uh, an anniversary sale of some kind, right? 310 00:15:20.375 --> 00:15:23.215 You have two weeks for your business' anniversary, um, then, 311 00:15:23.215 --> 00:15:24.655 then it makes sense to do a lifetime as well. 312 00:15:26.305 --> 00:15:29.405 So that's, that's how to pick which of the two budgets. 313 00:15:30.655 --> 00:15:34.145 Then the, the sticky question, how much budget to spend? 314 00:15:36.035 --> 00:15:38.485 That depends a lot on what we're telling meta 315 00:15:38.545 --> 00:15:39.765 to do for our business. 316 00:15:39.865 --> 00:15:41.725 So there's a couple of guidelines here. 317 00:15:42.185 --> 00:15:44.085 Um, I like to say that, you know, 318 00:15:44.085 --> 00:15:46.005 obviously this is an art and a science. 319 00:15:46.315 --> 00:15:48.725 This falls more on the scientific, uh, side of it. 320 00:15:48.725 --> 00:15:50.485 There are some clear boundaries 321 00:15:50.485 --> 00:15:51.525 and some clear formulas 322 00:15:51.525 --> 00:15:53.445 that we can at least use to get started. 323 00:15:54.505 --> 00:15:56.925 The first is $20 per day 324 00:15:57.065 --> 00:15:59.685 for any objective is generally recommended. 325 00:16:00.225 --> 00:16:03.945 Um, you know, if you went much lower than that, depending on 326 00:16:03.945 --> 00:16:05.225 how big your audience size is, it, 327 00:16:05.225 --> 00:16:06.985 it might not really even make a dent. 328 00:16:07.605 --> 00:16:11.145 Um, so general minimum starting point 20 bucks. 329 00:16:13.455 --> 00:16:16.715 The next piece is the learning phase requirement. 330 00:16:16.855 --> 00:16:21.425 So, uh, meta works based off 331 00:16:21.425 --> 00:16:24.505 of machine learning, which is essentially, um, 332 00:16:25.835 --> 00:16:28.095 asking meta to go find a pattern out of, 333 00:16:28.435 --> 00:16:29.775 you know, a certain set of results. 334 00:16:30.515 --> 00:16:33.905 So if your budget, if you don't have enough budget 335 00:16:34.165 --> 00:16:38.545 to sustain this, you know, machine learning, um, then 336 00:16:39.805 --> 00:16:41.305 the, it's never gonna be able to exit 337 00:16:41.305 --> 00:16:42.305 what we call the learning phase. 338 00:16:42.455 --> 00:16:44.265 It's never gonna be able to really self optimize. 339 00:16:45.685 --> 00:16:47.425 So the minimum, the, the, 340 00:16:47.565 --> 00:16:50.185 the guiding principle here when it comes to budget for, 341 00:16:50.245 --> 00:16:52.825 for meta is 50 conversions per week. 342 00:16:53.835 --> 00:16:58.135 So if I have, um, if a conversion for me, 343 00:16:58.145 --> 00:16:59.415 let's say it's a lead, right? 344 00:16:59.585 --> 00:17:03.555 Let's say a lead costs 10 bucks, then 345 00:17:04.235 --> 00:17:07.955 I wanna make sure I have enough budget to drive 50, 346 00:17:08.845 --> 00:17:10.545 $10 leads per week. 347 00:17:11.355 --> 00:17:14.895 So that would be $10 times 50 is 500. 348 00:17:15.755 --> 00:17:17.615 Um, I really didn't need a calculator for that. 349 00:17:17.955 --> 00:17:22.255 Uh, that, so that would be a budget of 500 per week is 350 00:17:22.255 --> 00:17:25.295 what kinda my general minimum recommended spend. 351 00:17:25.315 --> 00:17:30.205 It should be. Now, what happens if, 352 00:17:30.985 --> 00:17:35.645 um, what, what happens if you're, the budget is, uh, 353 00:17:37.045 --> 00:17:39.605 required, the budget required seems higher than 354 00:17:39.605 --> 00:17:41.285 what you're actually, the results you're actually driving. 355 00:17:41.825 --> 00:17:43.285 So I laid out a, 356 00:17:43.285 --> 00:17:45.445 a little example here at the, at the bottom. 357 00:17:46.725 --> 00:17:49.885 Let's say I'm selling strawberries for, you know, basket 358 00:17:49.905 --> 00:17:51.085 of strawberries is a hundred bucks. 359 00:17:52.735 --> 00:17:55.775 I know my marketing budget is three k. 360 00:17:56.875 --> 00:18:01.315 I also know that, you know, after my, you know, cogs 361 00:18:01.615 --> 00:18:03.635 and, uh, shipping costs 362 00:18:03.635 --> 00:18:06.235 and all of that, I really need about a ROAS 363 00:18:06.255 --> 00:18:08.475 of two x return on ad spend of about two x. 364 00:18:08.935 --> 00:18:11.315 So if I need a return on ad spend of, of two x, 365 00:18:11.315 --> 00:18:15.555 that means at most I can spend $50, um, 366 00:18:16.415 --> 00:18:19.085 uh, per basket of strawberries sold. 367 00:18:20.305 --> 00:18:23.085 So if at most I can spend $50 368 00:18:23.745 --> 00:18:28.165 and I need 50 conversions per week in order to, 369 00:18:28.705 --> 00:18:30.205 uh, sustain machine learning 370 00:18:30.205 --> 00:18:31.925 and exit learning phase, well, 371 00:18:32.455 --> 00:18:37.245 $50 cost per conversion times 50 conversions is 2,500. 372 00:18:38.185 --> 00:18:40.845 You can quickly see how 2,500 in a week 373 00:18:41.675 --> 00:18:43.685 exceeds my monthly budget of three K. 374 00:18:44.345 --> 00:18:47.605 So the question there is what, what do we do about it? 375 00:18:47.665 --> 00:18:52.525 So if I know that I only have $3,000, uh, 376 00:18:52.525 --> 00:18:55.365 that I can spend outta my marketing budget for now, I'd love 377 00:18:55.365 --> 00:18:56.645 to get my cost per conversion down 378 00:18:56.645 --> 00:18:58.485 to my cost per purchase down to 15, 379 00:18:59.025 --> 00:19:00.645 but I know that's gonna take time, right? 380 00:19:00.775 --> 00:19:03.525 Small optimizations, 1% better every, uh, 381 00:19:03.615 --> 00:19:06.085 every couple weeks, it's gonna take time to get there. 382 00:19:06.185 --> 00:19:10.905 In the meantime, with my $3,000 a month divided 383 00:19:10.925 --> 00:19:15.725 by 50 or divided by, uh, divided 384 00:19:15.725 --> 00:19:19.535 by 50 conversions per week, I need a cost per conversion 385 00:19:19.535 --> 00:19:21.015 of about 15 1 5. 386 00:19:22.265 --> 00:19:26.585 So since I know that overnight I won't be able to get my 387 00:19:27.175 --> 00:19:31.695 cost per conversion down to, uh, 388 00:19:31.805 --> 00:19:36.685 15, the recommendation would be that I start using 389 00:19:37.525 --> 00:19:41.125 a, um, easier optimization, something that, something 390 00:19:41.125 --> 00:19:44.365 that I can do for $15, which could be something that can add 391 00:19:44.365 --> 00:19:48.085 to cart, a key page view, uh, a sign up, right? 392 00:19:48.085 --> 00:19:49.245 Something, something like that, 393 00:19:49.245 --> 00:19:51.805 because that's technically easier than getting somebody 394 00:19:51.805 --> 00:19:53.565 to part, part with their, uh, money 395 00:19:53.625 --> 00:19:55.205 for a hundred dollars case of strawberries. 396 00:19:57.625 --> 00:20:00.825 I wanna pause there 'cause I know this gets pretty, uh, 397 00:20:00.855 --> 00:20:01.905 this gets pretty complex 398 00:20:02.005 --> 00:20:03.905 and pretty into the numbers, so I wanna pause there 399 00:20:03.905 --> 00:20:07.345 to make sure, um, that there's no, uh, 400 00:20:07.625 --> 00:20:08.665 questions that, that's clear. 401 00:20:09.245 --> 00:20:12.465 Um, I also wanna make sure Yuki, am I, am I coming 402 00:20:12.465 --> 00:20:14.385 through okay or am I kind of breaking up a little bit? 403 00:20:14.565 --> 00:20:16.025 You're good. I'm good. Okay. Mm-hmm. Okay. 404 00:20:16.025 --> 00:20:17.025 Alright, good, good. 405 00:20:20.715 --> 00:20:22.855 Any questions, guys before we proceed? 406 00:20:24.045 --> 00:20:26.985 Hey, can you go back to that slide you had, 407 00:20:27.025 --> 00:20:28.825 I think it was one or two before this, 408 00:20:28.845 --> 00:20:31.545 and it talked about the different types, uh, like traffic 409 00:20:31.685 --> 00:20:33.825 or awareness or conversion, what was it? 410 00:20:34.525 --> 00:20:38.955 Yes. This one. 411 00:20:40.535 --> 00:20:42.705 Yeah, there you go. I had a question about this. Yeah. 412 00:20:43.325 --> 00:20:47.145 Um, for like a local service based company like ours, 413 00:20:47.415 --> 00:20:49.515 we get really good luck off of like Google Pay per Click 414 00:20:49.515 --> 00:20:50.675 and LSA and stuff. 415 00:20:50.735 --> 00:20:53.715 Mm-hmm. And we ran Facebook ads before, 416 00:20:53.775 --> 00:20:56.195 and I think we were focused on engagement 417 00:20:56.195 --> 00:20:58.155 or maybe even leads, like filling out a form. 418 00:20:58.155 --> 00:21:01.215 Mm-hmm. And we got terrible results, like, uh, 419 00:21:01.475 --> 00:21:02.815 hardly any conversions. 420 00:21:03.395 --> 00:21:07.015 So if we were to switch the focus to maybe awareness 421 00:21:07.355 --> 00:21:09.935 or traffic, do you think we'd have better conversion? 422 00:21:10.565 --> 00:21:13.335 Yeah. You're bringing up a really important point, 423 00:21:13.335 --> 00:21:15.855 which is the distinction between paid search 424 00:21:16.515 --> 00:21:18.255 and, uh, and meta. 425 00:21:19.035 --> 00:21:20.375 So before I, before I answer 426 00:21:20.375 --> 00:21:22.735 that question about awareness specifically, um, 427 00:21:23.055 --> 00:21:25.295 I think it's important context for, for everybody. 428 00:21:26.275 --> 00:21:28.895 Um, remember that when you're running paid search, 429 00:21:28.895 --> 00:21:31.895 people are actively searching something, they're Googling, 430 00:21:32.075 --> 00:21:34.815 uh, you know, fencing companies near me or something. 431 00:21:35.445 --> 00:21:37.495 When you're on meta, it's, 432 00:21:37.495 --> 00:21:40.015 it's a much more passive consumption, right? 433 00:21:40.715 --> 00:21:45.095 So yes, I do think awareness would 434 00:21:52.085 --> 00:21:54.405 probably work it, um, you know, market saturation and 435 00:21:54.425 --> 00:21:55.445 or market penetration, I say 436 00:21:55.445 --> 00:21:56.085 and saturate the market 437 00:21:56.195 --> 00:21:57.405 than it is if you're going nationally. 438 00:21:57.625 --> 00:21:58.685 So, so yes, I agree with that, 439 00:21:58.825 --> 00:22:02.485 but I would not do it in replacement of, uh, paid search. 440 00:22:02.725 --> 00:22:04.445 I think that an awareness campaign like 441 00:22:04.445 --> 00:22:06.525 that is a great compliment to paid search. 442 00:22:06.905 --> 00:22:08.365 Um, 'cause then 443 00:22:08.365 --> 00:22:10.325 what you might see is people start Googling instead 444 00:22:10.325 --> 00:22:12.285 of googling fencing companies near me. 445 00:22:12.665 --> 00:22:14.845 You know, uh, the, the idea is that you would see more 446 00:22:15.525 --> 00:22:17.165 searches for flowery fencing 447 00:22:17.545 --> 00:22:21.365 or, um, even, you know, whatever specific city you're in 448 00:22:22.025 --> 00:22:24.445 fe uh, fencing companies in X, Y, Z. 449 00:22:24.465 --> 00:22:28.045 So, so yes, I do think that awareness could be, um, 450 00:22:28.565 --> 00:22:30.685 a good test for you guys, but I would recommend it 451 00:22:30.685 --> 00:22:33.765 as a compliment to, uh, paid search, not in place of. 452 00:22:36.285 --> 00:22:36.575 Cool. 453 00:22:43.155 --> 00:22:45.095 Any other questions before we carry on? 454 00:22:48.705 --> 00:22:51.785 Kevin, you're muted. 455 00:22:53.345 --> 00:22:54.445 Uh, question for you. 456 00:22:54.445 --> 00:22:56.285 Uh, this is actually a question for Matt. 457 00:22:56.425 --> 00:22:59.005 Uh, if I could go back to what he said, um, it, 458 00:22:59.265 --> 00:23:01.245 you said when you asked people to fill out forms 459 00:23:01.905 --> 00:23:04.445 and that that hurt conversions, what was working 460 00:23:04.785 --> 00:23:07.655 before that, if you don't mind me asking 461 00:23:08.355 --> 00:23:09.735 You what was working on Facebook 462 00:23:09.735 --> 00:23:10.935 or what was working for us in general? 463 00:23:11.395 --> 00:23:13.015 Uh, go for Facebook for right now, 464 00:23:13.355 --> 00:23:15.535 and maybe there's a larger point to put. General 465 00:23:16.475 --> 00:23:18.965 Organic Facebook has always kinda worked for us, 466 00:23:18.985 --> 00:23:21.445 but it was just, I mean, to Nick's point, it's just that, 467 00:23:21.445 --> 00:23:23.125 you know, it's people sitting on the couch, 468 00:23:23.915 --> 00:23:25.605 half drunk scrolling on their phone 469 00:23:25.745 --> 00:23:28.965 and then like, oh, look, $500 off a new fence. 470 00:23:29.185 --> 00:23:31.885 And they click on it and then like the next morning we reach 471 00:23:32.065 --> 00:23:34.325 out, we're like, Hey, we saw 472 00:23:34.325 --> 00:23:36.965 that you filled out our online form and it's just 473 00:23:36.965 --> 00:23:40.125 Crickets 12:19 AM right? Yeah, 474 00:23:40.185 --> 00:23:42.365 Man, it was just really low intent. 475 00:23:42.795 --> 00:23:45.885 Just, you know, they were, look, they probably saw $500 off 476 00:23:45.985 --> 00:23:48.165 and thought they were just gonna get a check for 500 bucks. 477 00:23:48.245 --> 00:23:49.645 I don't know what it was, but, right. 478 00:23:49.765 --> 00:23:51.925 I think our offer, our both, it was two things. 479 00:23:52.005 --> 00:23:53.085 I think our offer was weak 480 00:23:53.625 --> 00:23:55.805 and I think obviously the intent wasn't there. Right? 481 00:23:56.355 --> 00:24:00.845 Yeah. Makes for a good story. Good for you. Thank you. I, 482 00:24:01.445 --> 00:24:03.325 I, uh, I, I would like to follow up on that 483 00:24:03.565 --> 00:24:07.485 because I think, Matt, you, you bring up another piece 484 00:24:07.485 --> 00:24:10.365 that's super important, especially on the lead side, um, 485 00:24:10.365 --> 00:24:12.165 that we've seen, we've seen a lot specifically 486 00:24:12.165 --> 00:24:13.245 with automotive dealers. 487 00:24:14.185 --> 00:24:15.485 Um, and, 488 00:24:15.485 --> 00:24:18.005 and it, it's, it's sort of similar, I think where, you know, 489 00:24:18.005 --> 00:24:21.485 you see an ad for, you know, whatever car, you know, 490 00:24:21.515 --> 00:24:24.725 $500 off your $40,000 car. 491 00:24:24.755 --> 00:24:27.245 It's like, you know, it's a, it's an okay offer, 492 00:24:27.365 --> 00:24:28.365 I guess depends on, depends 493 00:24:28.365 --> 00:24:29.405 on what the rest of the market's doing. 494 00:24:29.825 --> 00:24:34.205 Um, but what we've seen is that dealerships 495 00:24:34.235 --> 00:24:36.165 that have a very automated 496 00:24:36.705 --> 00:24:40.285 and dialed in, um, follow up curriculum 497 00:24:42.145 --> 00:24:43.585 actually convert, it's intuitive, 498 00:24:43.765 --> 00:24:48.505 but convert a lot more people than, um, you know, the, 499 00:24:48.685 --> 00:24:50.545 the, the dealership that's less automated. 500 00:24:50.885 --> 00:24:52.265 I'm emphasizing automation 501 00:24:52.265 --> 00:24:56.465 because you should definitely not expect to 502 00:24:56.485 --> 00:24:58.105 or have to call 200 people. 503 00:24:59.125 --> 00:25:01.665 But if that process is automated 504 00:25:02.285 --> 00:25:05.985 and you know, you can, uh, send follow ups, um, 505 00:25:06.225 --> 00:25:09.265 I think we've done trainings in the past where, um, 506 00:25:09.455 --> 00:25:12.505 like an AI agent calls the person, right? 507 00:25:12.505 --> 00:25:13.585 You can immediately qualify 508 00:25:13.685 --> 00:25:17.505 and disqualify people without anybody on your team ever 509 00:25:17.505 --> 00:25:18.625 having to lift a finger. 510 00:25:18.645 --> 00:25:22.005 And now the, the mountain of 200, 511 00:25:22.685 --> 00:25:24.445 'cause I would say out of, you know, 200, 512 00:25:24.745 --> 00:25:26.125 you're probably gonna get somebody 513 00:25:26.125 --> 00:25:28.525 that will at least be a qualified lead to talk to you. 514 00:25:29.105 --> 00:25:32.045 But that's a obvi, that's a, a super low conversion rate 515 00:25:32.425 --> 00:25:33.925 for somebody to manually be calling. 516 00:25:34.585 --> 00:25:37.405 But if you can automatically qualify people 517 00:25:37.945 --> 00:25:41.165 and go from 200 to 50, right? 518 00:25:42.145 --> 00:25:45.645 And then of those 50, you can manually qualify them, 519 00:25:45.705 --> 00:25:47.725 or maybe there's even another automation step in there 520 00:25:47.725 --> 00:25:50.445 somewhere where, you know, it's via email 521 00:25:50.625 --> 00:25:51.645 or, or something like that. 522 00:25:52.145 --> 00:25:56.915 Um, then in, in that case, I think it is worth it, 523 00:25:56.915 --> 00:25:59.395 and you can turn that into to a positive ROI, 524 00:25:59.505 --> 00:26:01.675 what we've seen with dealerships is typically, 525 00:26:01.675 --> 00:26:03.275 and I'm, I'm not saying Matt, that you, you did this, 526 00:26:03.335 --> 00:26:06.725 but, um, for the dealership world, you know, 527 00:26:06.725 --> 00:26:10.205 they'll call the, the lead one time the person won't answer 528 00:26:10.225 --> 00:26:13.685 or whatever, like, ah, like didn't work bad lead, right? 529 00:26:13.685 --> 00:26:15.005 They'll just go through the list calling each 530 00:26:15.085 --> 00:26:18.055 of them one time versus, you know, that 531 00:26:18.055 --> 00:26:19.295 that automated approach 532 00:26:19.635 --> 00:26:23.735 and sticking with the, um, the leads over a long period 533 00:26:23.735 --> 00:26:26.935 of time, we've seen even like six month old leads end up 534 00:26:26.935 --> 00:26:28.775 converting for dealerships granted, right? 535 00:26:28.775 --> 00:26:30.335 That's, that's automotive. 536 00:26:30.955 --> 00:26:33.665 But you know, when you have that automation 537 00:26:33.765 --> 00:26:36.145 and a dialed in follow up approach where you don't, 538 00:26:36.165 --> 00:26:37.265 you know, let pe it's not a, 539 00:26:37.265 --> 00:26:38.465 it's not a one and done situation. 540 00:26:38.965 --> 00:26:41.505 You can't drive revenue from, from those groups. 541 00:26:41.685 --> 00:26:43.725 So, um, that's just a, 542 00:26:43.725 --> 00:26:44.525 I think an important caveat 543 00:26:44.555 --> 00:26:45.805 when it comes to lead generation. 544 00:26:48.375 --> 00:26:50.305 What about display ads? 545 00:26:50.335 --> 00:26:52.465 Like I know you can get, you know, Google display ads 546 00:26:52.565 --> 00:26:54.145 and somehow, somehow 547 00:26:54.165 --> 00:26:56.025 or another, you, I think you install like a Pixel 548 00:26:56.125 --> 00:26:58.745 or something on the website where the display ads will 549 00:26:58.745 --> 00:27:00.385 follow them around on Facebook 550 00:27:00.595 --> 00:27:02.705 after they've gone to your website or something. 551 00:27:03.285 --> 00:27:08.125 Mm-hmm. Yeah. So, um, what you're, 552 00:27:08.125 --> 00:27:09.485 what you're thinking of is retargeting. 553 00:27:10.445 --> 00:27:14.365 I for sure think that retargeting, uh, is, is a good idea. 554 00:27:14.545 --> 00:27:17.365 Um, you can do it via either meta 555 00:27:17.505 --> 00:27:20.205 or you can do it through like separate display networks, 556 00:27:20.205 --> 00:27:21.925 whether it's Google or, 557 00:27:21.925 --> 00:27:23.965 or there, there's a bunch of guys out there that, 558 00:27:23.995 --> 00:27:25.965 that do display advertising. 559 00:27:26.425 --> 00:27:29.485 Um, and display retargeting is essentially they go 560 00:27:29.485 --> 00:27:32.365 to your website and you, you know, kind of follow 'em 561 00:27:32.365 --> 00:27:34.565 around, like exactly like you said, um, just 562 00:27:34.565 --> 00:27:36.365 as like a reminder to, to show up. 563 00:27:36.515 --> 00:27:39.365 It's pretty in, um, it's pretty cost effective. 564 00:27:40.795 --> 00:27:43.495 The actual clicks you see on it are generally pretty low. 565 00:27:43.495 --> 00:27:47.055 The benchmark on display is 0.08 to 0.09%. 566 00:27:47.675 --> 00:27:49.575 Um, so it's, it's pretty low, 567 00:27:49.675 --> 00:27:52.935 but it is also a very cheap way of getting in front of and, 568 00:27:52.995 --> 00:27:55.735 and reminding people it would not be the first thing 569 00:27:55.805 --> 00:27:57.735 that I would recommend for, for anybody. 570 00:27:58.275 --> 00:28:00.295 But as you build out your marketing funnel, 571 00:28:00.315 --> 00:28:02.695 if you feel like you have paid search really dialed in, 572 00:28:03.505 --> 00:28:06.085 and then if you feel like you have meta really dialed in, 573 00:28:06.715 --> 00:28:08.845 then, then yeah, I would totally recommend, uh, 574 00:28:08.845 --> 00:28:10.445 adding a display retargeting strategy. 575 00:28:11.395 --> 00:28:13.575 So that display retargeting strategy is, that's, 576 00:28:13.575 --> 00:28:14.655 that's not through meta at all. 577 00:28:14.655 --> 00:28:15.855 That would be something through Google. 578 00:28:16.985 --> 00:28:21.605 Uh, you could do it. I mean, get trying to, trying 579 00:28:21.605 --> 00:28:23.005 to figure out how to not overcomplicate it. 580 00:28:23.145 --> 00:28:25.725 You can do retargeting with meta, um, 581 00:28:26.545 --> 00:28:27.885 and that's a pretty easy way 582 00:28:27.885 --> 00:28:29.685 of taking your existing meta budget 583 00:28:29.705 --> 00:28:32.125 and just, um, optimizing through that. 584 00:28:32.395 --> 00:28:33.805 What the reason 585 00:28:33.805 --> 00:28:37.205 that it's different is meta is only gonna retarget people, 586 00:28:38.095 --> 00:28:39.995 um, on the meta platforms, Facebook, 587 00:28:39.995 --> 00:28:42.275 Instagram, messenger and stuff. 588 00:28:42.975 --> 00:28:46.475 Um, whereas, but it won't necessarily follow them around 589 00:28:47.555 --> 00:28:49.615 the, the broader in internet at large, 590 00:28:49.645 --> 00:28:51.335 like recipes.com or something. 591 00:28:51.445 --> 00:28:55.935 Whereas the Google Display network or, um, 592 00:28:57.115 --> 00:28:59.415 or any of the, there's, 593 00:28:59.415 --> 00:29:00.855 there's other companies out there that do the same thing. 594 00:29:01.155 --> 00:29:03.415 Um, they will follow them at the, uh, 595 00:29:04.275 --> 00:29:05.575 or across the internet at large. 596 00:29:14.485 --> 00:29:16.165 I guess I was just thinking that the apps talk 597 00:29:16.165 --> 00:29:18.365 to each other, like Facebook was aware 598 00:29:18.365 --> 00:29:20.085 what you were doing on Google and vice versa. 599 00:29:20.225 --> 00:29:21.525 So if you went to someone's website, 600 00:29:21.525 --> 00:29:23.045 it would start popping up on Facebook. 601 00:29:23.325 --> 00:29:24.605 I feel like that's happened to me before. 602 00:29:25.035 --> 00:29:26.165 Yeah, totally. Yeah. 603 00:29:26.165 --> 00:29:29.565 If you, if you go, if you have it installed on your website 604 00:29:30.145 --> 00:29:33.115 and somebody goes to your website, then, uh, 605 00:29:33.115 --> 00:29:34.835 they'll start seeing your, you know, 606 00:29:34.995 --> 00:29:36.235 retargeting ads on, on Instagram. 607 00:29:36.855 --> 00:29:40.435 Um, but I, the, the distinction there is Facebook 608 00:29:40.435 --> 00:29:42.405 and Google, like they, they don't share information. 609 00:29:42.515 --> 00:29:45.805 They, so if you're only interacting with the business 610 00:29:45.805 --> 00:29:48.885 through Instagram, like Google will never see that. 611 00:29:52.175 --> 00:29:55.995 Uh, Nick looks like we have a question from Za Mill. 612 00:29:56.455 --> 00:29:57.835 Mm-hmm. Um, za Mill, if you could just 613 00:29:58.025 --> 00:29:59.115 take your stuff off mute. 614 00:30:00.675 --> 00:30:05.655 Uh, yeah. Um, now that we are talking about like Google 615 00:30:05.995 --> 00:30:09.695 and meta retargeting, I just, I wanna find out 616 00:30:10.685 --> 00:30:13.425 if you set a retargeting audience in meta 617 00:30:14.755 --> 00:30:16.935 for a specific landing page on the website, 618 00:30:16.935 --> 00:30:18.295 say the homepage mm-hmm. 619 00:30:19.255 --> 00:30:24.125 And you have a Google search campaign sending traffic 620 00:30:24.865 --> 00:30:29.165 to that homepage as well, will the meta retargeting 621 00:30:30.355 --> 00:30:33.825 capture the traffic that's being sent to 622 00:30:33.825 --> 00:30:36.225 that homepage via the Google search campaign as well? 623 00:30:38.645 --> 00:30:40.545 Yes, as long as they get, as long 624 00:30:40.545 --> 00:30:43.385 as you have the megapixel installed on the, on your site, 625 00:30:43.885 --> 00:30:47.825 and as long as the person didn't just click on the Google ad 626 00:30:47.825 --> 00:30:48.945 and then quickly bounce, 627 00:30:48.965 --> 00:30:51.585 but they clicked, got to the website and, 628 00:30:51.925 --> 00:30:55.275 and the page loaded and the pixel fired, then yes. 629 00:30:56.185 --> 00:30:58.605 Now, I do want to caveat that, um, 630 00:30:59.315 --> 00:31:03.005 because with so many, uh, 631 00:31:04.735 --> 00:31:07.515 you know, private privacy browsers, people opting out 632 00:31:07.515 --> 00:31:10.875 of cookies and stuff, um, it's not, it's not guaranteed. 633 00:31:10.935 --> 00:31:14.915 So if you have a thousand page views on your homepage, 634 00:31:15.305 --> 00:31:17.595 like you might only see 200 people 635 00:31:17.615 --> 00:31:18.795 in your retargeting audience. 636 00:31:21.045 --> 00:31:23.255 Okay. I'm just trying to understand that user journey. 637 00:31:23.325 --> 00:31:26.735 Like, so for example, if I search up, I'm just, 638 00:31:26.835 --> 00:31:29.295 I'm just giving a stupid example, um, 639 00:31:32.575 --> 00:31:34.225 cars for sale near me, 640 00:31:34.525 --> 00:31:38.455 and then I see this specific Google ad that shows up, 641 00:31:39.175 --> 00:31:41.735 I click on it, I go to this website's homepage, 642 00:31:42.445 --> 00:31:44.095 they got a form their lead form. 643 00:31:44.335 --> 00:31:45.415 I didn't end up filling it, 644 00:31:46.175 --> 00:31:49.255 and then I, I, I opt out from there. 645 00:31:49.255 --> 00:31:51.575 Obviously I don't have any cookies turned on or whatever, 646 00:31:52.195 --> 00:31:54.215 and then I go on meta and then I see 647 00:31:54.815 --> 00:31:56.455 a retargeting ad for the same company. 648 00:31:57.265 --> 00:32:00.015 Would that be because I went to the website 649 00:32:00.075 --> 00:32:01.615 by the Google search a first, 650 00:32:02.195 --> 00:32:04.615 and now I'm being retargeted by Meta? 651 00:32:06.395 --> 00:32:10.255 Um, yes, but it's not necessarily 652 00:32:10.255 --> 00:32:12.175 because you clicked on the Google search ad. 653 00:32:12.175 --> 00:32:13.575 It's, it is because you went to the website, 654 00:32:13.575 --> 00:32:15.215 like you could have, if you had gone 655 00:32:15.215 --> 00:32:16.535 to the website via email, 656 00:32:16.795 --> 00:32:19.575 or you just like typed in car dealer.com 657 00:32:19.675 --> 00:32:20.815 and straight into your browser. 658 00:32:21.165 --> 00:32:23.335 Like, it's just the, the act of going to the website, 659 00:32:23.675 --> 00:32:26.735 as long as that retarding pixel is, is installed, um, 660 00:32:27.675 --> 00:32:29.455 is is the reason that you would see it. 661 00:32:31.195 --> 00:32:34.325 Okay. Yeah, I think the reason I'm asking that is I, I get 662 00:32:34.325 --> 00:32:37.005 what you're saying, like any avenue of you going to 663 00:32:37.005 --> 00:32:39.205 that homepage can make you retargeting. 664 00:32:39.475 --> 00:32:42.405 Yeah. But I just wanted to find out, like if, like 665 00:32:42.405 --> 00:32:44.685 what you said earlier, if Google search 666 00:32:44.705 --> 00:32:47.925 or any other Google campaign can compliment 667 00:32:48.045 --> 00:32:49.285 a retargeting audience. 668 00:32:49.915 --> 00:32:53.085 Yeah. Yeah. I, I, I think it definitely can compliment. 669 00:32:53.265 --> 00:32:58.125 Um, it's just they don't, they're not the, the, 670 00:32:58.125 --> 00:33:00.085 the companies aren't so deliberate as to like, share 671 00:33:00.085 --> 00:33:01.325 that information with each other. 672 00:33:01.715 --> 00:33:04.325 Like, you know, if it was go, Google doesn't want you 673 00:33:04.325 --> 00:33:05.525 to spend a single dollar on meta. 674 00:33:05.525 --> 00:33:07.365 Meta, doesn't want you to spend a single dollar on Google. 675 00:33:08.525 --> 00:33:10.815 Okay, cool. No, thanks for that. Thank you. Yeah. 676 00:33:13.415 --> 00:33:16.585 Cool. Um, very good questions 677 00:33:17.165 --> 00:33:19.225 on today's, today's group. 678 00:33:20.635 --> 00:33:23.455 Um, okay, before we move off of budget, 679 00:33:23.835 --> 00:33:26.815 really quick point I wanna make here is the idea of testing. 680 00:33:26.825 --> 00:33:29.335 We're gonna talk about testing, um, quite a bit more 681 00:33:29.435 --> 00:33:31.575 as we proceed on with, with audiences and creative. 682 00:33:32.075 --> 00:33:36.815 So by no means is this, you know, a, a hard, fast rule, 683 00:33:36.995 --> 00:33:39.375 but some guidelines to think about is 684 00:33:40.745 --> 00:33:42.805 you have your core campaign, you have your core audience, 685 00:33:43.775 --> 00:33:46.515 20% of that, or, you know, 15% of that, 686 00:33:46.515 --> 00:33:49.675 or some, some amount, um, that you can still generate, 687 00:33:50.095 --> 00:33:53.185 you know, significant results off of you have put 688 00:33:53.185 --> 00:33:54.425 to the side just for testing. 689 00:33:56.495 --> 00:33:58.105 Similar principle for creative. 690 00:33:58.765 --> 00:34:01.785 Um, you know, you, you have your, your winning ads 691 00:34:03.325 --> 00:34:05.295 that will continue to deliver results for you. 692 00:34:06.445 --> 00:34:11.135 Keep, keep a a if budget allows, keep a little, um, 693 00:34:11.785 --> 00:34:15.095 group off to the side where you can test new creative, um, 694 00:34:15.195 --> 00:34:17.535 and see, you know, different approaches, different messages, 695 00:34:17.885 --> 00:34:19.615 lead with different, um, you know, 696 00:34:19.615 --> 00:34:23.975 $500 off versus 20% off versus money back guarantee 697 00:34:24.075 --> 00:34:25.135 or, or something like that. 698 00:34:25.325 --> 00:34:27.255 That would be another, uh, that would be something else 699 00:34:27.255 --> 00:34:28.855 that can live in that, that testing budget. 700 00:34:29.155 --> 00:34:31.175 So that way you don't have to put your, 701 00:34:31.325 --> 00:34:33.295 your main campaign or you're seeing results. 702 00:34:33.435 --> 00:34:36.375 You don't have to put that on a, a hard stop, um, 703 00:34:36.435 --> 00:34:37.535 to test new messages. 704 00:34:44.365 --> 00:34:49.135 Okay? We'll talk about our target audience, the, the 705 00:34:49.155 --> 00:34:50.695 who we want Facebook to go after. 706 00:34:51.515 --> 00:34:53.255 Um, the big thing here 707 00:34:53.835 --> 00:34:58.805 and what is different from the last time that we, 708 00:34:59.145 --> 00:35:02.925 we went over this is AI is even more driven, 709 00:35:03.025 --> 00:35:05.965 or, sorry, targeting is even more driven by AI now. 710 00:35:06.425 --> 00:35:10.725 So you really wanna go as broad as possible to start out 711 00:35:10.725 --> 00:35:14.565 with, and you target via, um, your, 712 00:35:14.675 --> 00:35:15.805 your creative really. 713 00:35:16.265 --> 00:35:20.755 So start as broad as possible, let AI optimize, 714 00:35:21.055 --> 00:35:23.275 and then your creative would be the, 715 00:35:23.275 --> 00:35:24.515 the deciding factor, right? 716 00:35:24.615 --> 00:35:27.955 So, um, in the past, what you might've done, just 717 00:35:28.875 --> 00:35:31.555 'cause we were talking about fencing earlier in the past, 718 00:35:31.615 --> 00:35:35.515 you might've added in a bunch of interest for fencing yards, 719 00:35:36.095 --> 00:35:39.445 um, you know, home home improvement or something like that. 720 00:35:41.825 --> 00:35:45.645 Now, the, the new paradigm is, um, 721 00:35:46.995 --> 00:35:51.735 let, don't preempt meta by adding all of those parameters. 722 00:35:52.035 --> 00:35:56.515 Let it go broad and in your creative call out specific, uh, 723 00:35:56.865 --> 00:36:00.315 like fencing relevant, um, messaging, right? 724 00:36:01.545 --> 00:36:05.955 Best fencing, uh, you know, in x, y, Z area. 725 00:36:06.615 --> 00:36:10.715 Or, um, you know, like thinking back to some of the, 726 00:36:10.715 --> 00:36:12.915 the prompts I know that, that Scott's used in the past, 727 00:36:13.455 --> 00:36:16.595 you know, a rant video around, I just redid my home 728 00:36:16.655 --> 00:36:18.835 and I can't believe I didn't know about, uh, 729 00:36:18.905 --> 00:36:21.315 this fencing beforehand, blah, blah, blah. 730 00:36:21.315 --> 00:36:23.355 So, so think of, think about it 731 00:36:23.355 --> 00:36:25.635 as like cr targeting via creative 732 00:36:27.875 --> 00:36:30.295 and setting it up is actually super easy, 733 00:36:30.315 --> 00:36:32.335 is probably the easiest part of anything we're gonna talk 734 00:36:32.335 --> 00:36:34.455 about today at the ad set level. 735 00:36:34.995 --> 00:36:37.815 You can toggle on Advantage plus, um, 736 00:36:38.835 --> 00:36:40.855 and that's pretty much all you need to do. 737 00:36:49.235 --> 00:36:51.595 I also wanna make a, an important distinction here. 738 00:36:51.855 --> 00:36:56.475 Um, we've talked in the past about, uh, list offer creative 739 00:36:57.305 --> 00:36:59.405 and, and identifying your niche. 740 00:37:00.425 --> 00:37:03.685 Um, this does not mean that niches are not important. 741 00:37:04.065 --> 00:37:07.445 If anything, this means that niches are even more important. 742 00:37:08.025 --> 00:37:11.445 Uh, because once you're able to identify your, 743 00:37:11.445 --> 00:37:14.325 your true niche, your true target persona, um, 744 00:37:14.595 --> 00:37:17.045 then you can make creative specifically geared at them. 745 00:37:17.225 --> 00:37:19.805 So while the targeting may seem rather broad, 746 00:37:20.145 --> 00:37:22.845 you're still speaking to that niche via the creative. 747 00:37:25.875 --> 00:37:28.225 There are some specific cases where we will want 748 00:37:28.225 --> 00:37:32.145 to override, um, the, the, 749 00:37:32.325 --> 00:37:33.825 the broad AI targeting 750 00:37:34.085 --> 00:37:36.745 and layer on some manual restrictions. 751 00:37:37.285 --> 00:37:40.025 Um, the first would be a very local business. 752 00:37:40.205 --> 00:37:43.025 So, again, you know, Matt, I know you said that your, 753 00:37:43.055 --> 00:37:44.785 your audience is, is pretty local. 754 00:37:45.285 --> 00:37:47.025 Um, so I don't know what radius that is, 755 00:37:47.025 --> 00:37:48.465 but that would obviously make sense, right? 756 00:37:48.465 --> 00:37:50.705 If you're, you don't necessarily want people submitting 757 00:37:50.705 --> 00:37:52.345 leads from three states over 758 00:37:54.495 --> 00:37:58.555 a niche audience if you're, if, if your 759 00:37:59.155 --> 00:38:01.355 business really only applies to people 760 00:38:01.355 --> 00:38:02.595 with certain job titles 761 00:38:02.945 --> 00:38:04.675 that work in certain industries, right? 762 00:38:04.675 --> 00:38:06.355 So I think B2B type things, 763 00:38:06.655 --> 00:38:10.155 or, um, a specific age range, right? 764 00:38:10.155 --> 00:38:11.275 Like if you sell alcohol, 765 00:38:11.275 --> 00:38:13.595 then obviously you're not gonna wanna target people that are 766 00:38:14.005 --> 00:38:18.755 below 21 if you wanna test various segments. 767 00:38:19.055 --> 00:38:23.595 Um, so think like a, uh, you know, 768 00:38:23.595 --> 00:38:27.475 maybe you're a, a protein powder or, um, bill brand. 769 00:38:27.555 --> 00:38:31.995 I know you, you sell the, uh, the weight, the bodybuilding, 770 00:38:32.535 --> 00:38:34.195 um, apparel and jewelry. 771 00:38:34.925 --> 00:38:39.445 Maybe you wanna test like a 45 plus group versus like a 18 772 00:38:39.445 --> 00:38:43.005 to 24 group, um, just to see like where, you know, 773 00:38:43.005 --> 00:38:43.685 where you get higher 774 00:38:43.685 --> 00:38:45.085 clickthrough rates, where you get more engagement. 775 00:38:45.235 --> 00:38:46.685 That would be an example of, of 776 00:38:46.685 --> 00:38:48.005 where you could test segments. 777 00:38:48.545 --> 00:38:50.845 Um, and then lastly, limited budgets, right? 778 00:38:50.845 --> 00:38:55.525 If you can't really even spend the, um, you know, $20 a day 779 00:38:55.525 --> 00:38:59.215 or $30 a day, then you probably, 780 00:38:59.215 --> 00:39:00.415 it'll just be a drop in the bucket 781 00:39:00.475 --> 00:39:01.615 and you're serving nationally. 782 00:39:01.875 --> 00:39:03.375 So then it might make sense to try 783 00:39:03.375 --> 00:39:05.655 and, um, reduce your potential, 784 00:39:05.655 --> 00:39:07.015 reach your potential audience size. 785 00:39:07.515 --> 00:39:12.135 Um, so that way it's, it's, uh, you can make more 786 00:39:12.135 --> 00:39:14.615 of a dent, um, in the, in the group that you're targeting. 787 00:39:20.175 --> 00:39:24.745 Okay, here's a very crude visual of why this works so well. 788 00:39:25.245 --> 00:39:29.625 Um, in the left hand example, there is, uh, this is 789 00:39:29.625 --> 00:39:30.985 what manual targeting might be, 790 00:39:30.985 --> 00:39:34.745 where you layer over all the different, um, home improvement 791 00:39:35.295 --> 00:39:36.825 gardens, yards, et cetera. 792 00:39:37.245 --> 00:39:39.225 Um, and you might reach three people 793 00:39:39.285 --> 00:39:41.385 and one of those three people would convert. 794 00:39:41.935 --> 00:39:45.225 Whereas if you don't preempt meta with all 795 00:39:45.225 --> 00:39:48.265 of those targeting parameters, you'll reach more people. 796 00:39:48.725 --> 00:39:51.225 Um, so obviously more irrelevant people as well, 797 00:39:51.805 --> 00:39:54.225 but you'll also get more net conversions from that. 798 00:39:54.605 --> 00:39:57.425 So in the example, we go from reaching three to eight, 799 00:39:57.685 --> 00:40:00.345 and we end up converting from one to three people. 800 00:40:03.515 --> 00:40:04.855 Uh, Nick, sorry to bother, 801 00:40:05.035 --> 00:40:08.495 but we have, um, another question in the chat. 802 00:40:08.835 --> 00:40:11.215 Mm-hmm. Uh, this time from Genis. 803 00:40:11.555 --> 00:40:12.615 Uh, when is the best time 804 00:40:12.615 --> 00:40:15.735 to run AV testing in a meta ads campaign? 805 00:40:16.395 --> 00:40:18.935 Should it be at the beginning during audience testing, 806 00:40:19.145 --> 00:40:20.775 after initial optimization, 807 00:40:21.155 --> 00:40:23.095 or continuously throughout the campaign? 808 00:40:24.175 --> 00:40:26.425 Yes, all of the above. 809 00:40:27.485 --> 00:40:31.265 Um, no, I mean, I, I think the, the reality of that is, 810 00:40:32.285 --> 00:40:36.695 um, if it, it depends on what your budget allows, right? 811 00:40:36.755 --> 00:40:37.895 So if you're just starting out 812 00:40:37.895 --> 00:40:40.815 and you're dipping your, your toes in the water, um, 813 00:40:42.495 --> 00:40:44.185 well actually take a step back. 814 00:40:45.205 --> 00:40:48.965 It, it also, it depends on two things, budget as well 815 00:40:48.985 --> 00:40:51.445 as what you already know. 816 00:40:51.445 --> 00:40:53.325 If you've never run meta ads before 817 00:40:54.065 --> 00:40:57.405 or any type of advertising for that matter, um, you, 818 00:40:57.545 --> 00:40:59.845 you might not know what is gonna work 819 00:40:59.845 --> 00:41:01.885 and what's not, what is not gonna work. 820 00:41:02.425 --> 00:41:04.565 Um, you might not know a type of creative 821 00:41:04.785 --> 00:41:07.885 or a type of messaging, um, or, or any of that, right? 822 00:41:07.885 --> 00:41:09.765 You might need to do some, some testing to validate. 823 00:41:10.225 --> 00:41:14.845 Um, if, if that's the case, then I'd, 824 00:41:15.025 --> 00:41:17.485 I'd probably start by testing out messaging, I think in, 825 00:41:17.485 --> 00:41:18.845 in your offer, um, 826 00:41:18.905 --> 00:41:21.485 and really try to dial in your, your specific offer. 827 00:41:22.805 --> 00:41:26.185 And then from there you can maybe test audience segments. 828 00:41:26.405 --> 00:41:27.905 Um, uh, 829 00:41:28.845 --> 00:41:31.625 but I, yeah, I would, I would start outta the gate as long 830 00:41:31.625 --> 00:41:34.325 as your budget can, can allow, you know, 831 00:41:34.325 --> 00:41:37.165 essentially two separate campaigns, um, making sure 832 00:41:37.165 --> 00:41:38.365 that you have your, your audience, 833 00:41:38.365 --> 00:41:40.285 or sorry, your offer dialed in. 834 00:41:40.995 --> 00:41:43.135 And then from there you can test kinda all the other things 835 00:41:43.135 --> 00:41:44.655 that, that, you know, you mentioned. 836 00:41:50.815 --> 00:41:51.815 Is that helpful? 837 00:41:53.195 --> 00:41:57.425 Thank, yes. Uh, yes. 838 00:41:58.565 --> 00:42:00.865 Uh, thank you, Nick. It's, it's clear now. 839 00:42:01.495 --> 00:42:03.225 Okay. All right. Great. Great. 840 00:42:03.525 --> 00:42:04.905 And, um, are we going to 841 00:42:05.525 --> 00:42:07.825 do a little screen share at the end as well? 842 00:42:09.465 --> 00:42:10.465 Uh, Yuki? 843 00:42:11.245 --> 00:42:15.585 Uh, yes. So Jengas, please do have the meta ads account, 844 00:42:15.965 --> 00:42:17.865 uh, all set and ready. 845 00:42:18.565 --> 00:42:19.985 If you would like to go 846 00:42:19.985 --> 00:42:23.105 through like a quick screen share if you had a few 847 00:42:23.105 --> 00:42:24.145 other questions for Nick. 848 00:42:26.085 --> 00:42:28.185 Um, for meta account? 849 00:42:28.565 --> 00:42:33.195 No, I just created, um, uh, let me show here. 850 00:42:34.435 --> 00:42:35.435 Fine first. 851 00:42:43.045 --> 00:42:44.575 Cool. I'm gonna, I'm gonna keep going 852 00:42:44.735 --> 00:42:45.815 'cause I just have a couple more slides 853 00:42:45.835 --> 00:42:47.335 and then we will, we'll circle back. Yeah, 854 00:42:47.335 --> 00:42:48.335 Please, please. 855 00:42:48.365 --> 00:42:49.365 Cool. 856 00:42:49.825 --> 00:42:53.785 Um, alright, so we talked about the, the targeting, 857 00:42:53.785 --> 00:42:56.745 keeping it broad and really targeting via creative. 858 00:42:57.125 --> 00:42:59.265 So now what medium do we want that creative to be? 859 00:42:59.725 --> 00:43:01.545 Um, really you wanna create 860 00:43:01.565 --> 00:43:03.785 as much creative diversity as possible. 861 00:43:04.565 --> 00:43:08.245 Um, and if you have to, if you have limited time, 862 00:43:08.515 --> 00:43:10.725 this is the priority order that I would recommend. 863 00:43:11.255 --> 00:43:14.365 Video, single images, and then carousels. 864 00:43:14.945 --> 00:43:17.485 If you're an e-commerce brand, then catalog ads. 865 00:43:17.485 --> 00:43:18.645 But if you're, if you're not an 866 00:43:18.645 --> 00:43:19.845 e-commerce brand, then that doesn't apply. 867 00:43:20.345 --> 00:43:23.445 Um, that involves connecting your, your product feed 868 00:43:23.525 --> 00:43:26.305 to meta, which also, um, 869 00:43:26.565 --> 00:43:29.185 at this point is pretty straightforward if you were on 870 00:43:29.255 --> 00:43:31.865 Shopify or, um, one of those e-commerce websites. 871 00:43:33.295 --> 00:43:37.515 Um, but that this is the recommended priority video, um, 872 00:43:37.695 --> 00:43:41.155 single image and carousel, um, designed for mobile first. 873 00:43:41.895 --> 00:43:44.595 Uh, so it says there 98% of people access 874 00:43:44.595 --> 00:43:46.755 through their mobile devices, which makes sense. 875 00:43:47.195 --> 00:43:50.555 I don't know anybody that is scrolling on Instagram, uh, 876 00:43:50.655 --> 00:43:51.395 on desktop 877 00:43:57.355 --> 00:43:59.035 Creative best practices for each of these. 878 00:44:00.375 --> 00:44:04.165 What I wanna highlight probably more than anything on this 879 00:44:04.185 --> 00:44:07.885 is that, um, you really should be designing both the, uh, 880 00:44:08.185 --> 00:44:11.485 one by one square as well as the nine by 16 stories, 881 00:44:11.985 --> 00:44:13.245 uh, creative placement. 882 00:44:13.665 --> 00:44:17.885 Um, this is gonna allow your, your, um, your ad to deliver 883 00:44:17.955 --> 00:44:22.205 between both, uh, both types, um, seamlessly and, 884 00:44:22.205 --> 00:44:24.565 and really allow your budget to spend pretty fluidly. 885 00:44:25.225 --> 00:44:30.155 Um, I would say that if you can't do well, 886 00:44:30.445 --> 00:44:32.845 there, there are platforms that can help you resize things, 887 00:44:32.845 --> 00:44:35.085 even like Canva can, you know, a Canva premium 888 00:44:35.225 --> 00:44:36.725 or something can help you do that. 889 00:44:37.145 --> 00:44:38.765 Um, I would say it would really, 890 00:44:38.765 --> 00:44:40.765 really impact your results if you're not running, 891 00:44:41.265 --> 00:44:43.085 um, both sizes. 892 00:44:49.845 --> 00:44:54.525 Okay. Another AI enhancement that meta 893 00:44:55.335 --> 00:44:57.935 provides is, uh, advantage Plus Creative. 894 00:44:59.645 --> 00:45:02.015 Once you toggle this on, it varies based on 895 00:45:02.015 --> 00:45:03.615 what the creative looks like, um, 896 00:45:03.875 --> 00:45:07.095 but it can do things like cropping, it can add dynamic text, 897 00:45:07.515 --> 00:45:10.055 um, it can add audio in the background, uh, 898 00:45:10.275 --> 00:45:13.415 and it can also, uh, slightly tweak the creative 899 00:45:15.085 --> 00:45:17.395 based on what it deems as real-time personalization. 900 00:45:18.885 --> 00:45:20.665 Um, this is an important piece 901 00:45:20.665 --> 00:45:23.425 because if you work in a very regulated industry like 902 00:45:23.425 --> 00:45:26.665 healthcare, um, or automotive 903 00:45:26.725 --> 00:45:30.665 or something where, uh, disclaimers become really important, 904 00:45:31.015 --> 00:45:33.585 then you might actually wanna turn this feature off. 905 00:45:34.125 --> 00:45:38.995 Um, it's, it's like a 3%, uh, um, 906 00:45:39.215 --> 00:45:41.315 on average, like a 3% performance improvement 907 00:45:41.535 --> 00:45:42.595 by having it turned on. 908 00:45:42.895 --> 00:45:45.355 Uh, but, you know, you might be in a position where 909 00:45:45.355 --> 00:45:49.995 that 3% is not worth it if like, uh, the FDA 910 00:45:50.295 --> 00:45:55.195 or, um, uh, you know, the consumer protection group 911 00:45:55.255 --> 00:45:57.035 or, or one of those is gonna come 912 00:45:57.035 --> 00:45:59.435 after you if, uh, part of a disclaimer gets cut off 913 00:45:59.495 --> 00:46:01.755 or, um, gets mismatched with like a, 914 00:46:01.855 --> 00:46:03.035 an offer in a weird way. 915 00:46:03.095 --> 00:46:05.675 So, um, that would be, that would be just my big caveat 916 00:46:06.015 --> 00:46:07.555 for the Advantage Plus creative, 917 00:46:13.265 --> 00:46:15.485 um, your creative testing strategy. 918 00:46:15.705 --> 00:46:19.165 So, uh, I said, uh, all of the above, um, 919 00:46:20.325 --> 00:46:22.965 previously on the, the testing, uh, strategy, 920 00:46:23.105 --> 00:46:26.205 or that's the approach to testing, uh, still true, right? 921 00:46:26.215 --> 00:46:27.765 Never stop testing. Some things 922 00:46:27.765 --> 00:46:30.725 that you can test are, um, headlines. 923 00:46:31.145 --> 00:46:33.485 Um, and, and primary text. 924 00:46:33.545 --> 00:46:36.125 You can actually upload three to five variations 925 00:46:36.145 --> 00:46:38.725 of headlines and primary text in one single ad unit, 926 00:46:39.025 --> 00:46:40.685 and it'll mix and match those to, 927 00:46:40.905 --> 00:46:42.405 to deliver the best results. 928 00:46:42.905 --> 00:46:44.885 Um, images and videos, same thing. 929 00:46:44.885 --> 00:46:46.165 You can upload multiple images 930 00:46:46.165 --> 00:46:48.805 and multiple videos, um, to let, uh, 931 00:46:48.805 --> 00:46:50.405 meta mix and match those as well. 932 00:46:51.345 --> 00:46:55.835 Um, calls to action, that little button that, you know, 933 00:46:55.835 --> 00:46:58.155 learn more shop now seems like a small thing, 934 00:46:58.215 --> 00:47:02.425 but you know, if, if, if you're able to identify even a, 935 00:47:02.445 --> 00:47:05.705 you know, half percent or 1% improvement across these, then 936 00:47:06.565 --> 00:47:09.945 you can kind of Frankenstein together your, your ideal ad, 937 00:47:10.285 --> 00:47:11.865 um, or your ideal performance. 938 00:47:12.525 --> 00:47:14.705 And then not only the number of primary text, 939 00:47:14.765 --> 00:47:17.385 but the primary text, uh, length as well, um, 940 00:47:17.385 --> 00:47:19.385 or primary text, you know, style tone. 941 00:47:19.725 --> 00:47:21.065 Um, all of that can be tested. 942 00:47:21.445 --> 00:47:25.385 Um, I've, I used to work with a, we had a blanket company 943 00:47:25.385 --> 00:47:29.685 where they tested, you know, very different, um, uh, 944 00:47:29.835 --> 00:47:31.645 messaging types where it was kinda short 945 00:47:31.645 --> 00:47:33.565 and punchy versus like long. 946 00:47:33.565 --> 00:47:35.205 They started using what are called listicles, 947 00:47:35.295 --> 00:47:37.285 where it was like, all of the reasons 948 00:47:37.315 --> 00:47:41.045 that this will help you, um, uh, improve your sleep, 949 00:47:41.275 --> 00:47:42.685 like emojis and stuff next to it. 950 00:47:42.745 --> 00:47:45.485 So a lot of different approaches that you can do as well. 951 00:47:48.225 --> 00:47:52.045 Um, um, how to go about testing new creative 952 00:47:53.575 --> 00:47:56.075 launch, five to 10 ad combination simultaneously. 953 00:47:56.345 --> 00:47:57.715 This is important. Um, 954 00:47:57.855 --> 00:48:00.195 if you launch just like one at a time, usually 955 00:48:00.195 --> 00:48:01.395 what happens is meta kind 956 00:48:01.395 --> 00:48:02.915 of latches onto a quote unquote winner 957 00:48:03.215 --> 00:48:05.195 and then pumps all of the spend into that one. 958 00:48:05.735 --> 00:48:08.155 Um, whereas if you launch five to 10, you know, 959 00:48:08.155 --> 00:48:11.995 clean slate all have an equal shot at spending, um, then, 960 00:48:13.015 --> 00:48:15.755 uh, that, that's gonna help you give like more, um, 961 00:48:16.615 --> 00:48:18.235 you know, not, not diluted results. 962 00:48:19.705 --> 00:48:22.045 Let the campaigns run for seven days without touching them. 963 00:48:22.665 --> 00:48:26.085 Um, obviously if you have more spend in the campaign, 964 00:48:26.245 --> 00:48:29.045 then you'll achieve those learnings, uh, sooner. 965 00:48:29.745 --> 00:48:31.485 If you have smaller budget, 966 00:48:31.485 --> 00:48:32.885 then it might take longer than seven days. 967 00:48:32.885 --> 00:48:36.165 General rule of thumb, let it run for seven days, um, 968 00:48:36.625 --> 00:48:38.565 before you, you know, jump to any conclusions. 969 00:48:40.805 --> 00:48:42.445 Identify the top two to three that you can scale, 970 00:48:42.505 --> 00:48:43.765 put into your main campaign, 971 00:48:44.065 --> 00:48:46.965 create other variations based off of those, um, 972 00:48:47.025 --> 00:48:48.885 and then obviously replace the bottom performers. 973 00:48:49.185 --> 00:48:54.165 So there's not really any like, super wrong way to do, uh, 974 00:48:54.485 --> 00:48:56.165 creative testing, but here's just a, 975 00:48:56.405 --> 00:48:57.965 a framework, um, to get you started. 976 00:48:58.065 --> 00:49:00.205 If you're like, if, if testing intimidates you. 977 00:49:01.325 --> 00:49:05.485 I, okay, 978 00:49:06.425 --> 00:49:09.765 um, so we've gone over what we want meta to do, 979 00:49:10.225 --> 00:49:12.485 how much we want meta to spend, who we want it to go 980 00:49:12.485 --> 00:49:14.045 after, what we're showing people. 981 00:49:14.545 --> 00:49:17.245 Uh, last is how we know if something is working or not. 982 00:49:18.375 --> 00:49:22.365 These are five key metrics, um, that I, 983 00:49:22.445 --> 00:49:26.485 I would recommend everybody, um, have saved in their, uh, 984 00:49:26.585 --> 00:49:28.045 in their meta, in their custom views, 985 00:49:28.105 --> 00:49:30.525 or, you know, if you use a, a custom dashboard or whatever. 986 00:49:30.525 --> 00:49:32.645 These, these are the five that I would say are, 987 00:49:33.185 --> 00:49:35.375 um, most important. 988 00:49:36.775 --> 00:49:38.965 Efficiency and engagement. Efficiency measures. 989 00:49:39.305 --> 00:49:41.085 How much bing for our buck are we getting? 990 00:49:41.385 --> 00:49:42.485 Uh, if we put a dollar into 991 00:49:42.485 --> 00:49:43.525 meta, what are we getting for it? 992 00:49:44.145 --> 00:49:46.005 And engagement measures. 993 00:49:46.425 --> 00:49:49.725 Um, you know, how, how effective are we at getting, uh, 994 00:49:50.795 --> 00:49:52.325 what we want the the user to do. 995 00:49:52.985 --> 00:49:55.965 So on the efficiency side, cost per click. 996 00:49:56.305 --> 00:49:58.085 If I spend a dollar, how many clicks am I 997 00:49:58.085 --> 00:50:00.735 getting cost per acquisition? 998 00:50:00.915 --> 00:50:03.895 If I spend a dollar, how many of my conversion am I getting? 999 00:50:04.095 --> 00:50:06.535 Right? Which could be a lead, it could be a purchase, um, 1000 00:50:07.535 --> 00:50:08.855 whatever our, our key metric is. 1001 00:50:09.535 --> 00:50:12.035 And then lastly is roas or a return on ad spend. 1002 00:50:12.375 --> 00:50:13.915 Um, if I spend a dollar 1003 00:50:13.975 --> 00:50:17.395 and I get three back from, uh, if I'm selling a, you know, 1004 00:50:17.395 --> 00:50:19.035 $3 product and I spend a dollar 1005 00:50:19.335 --> 00:50:22.035 and I get a purchase on that $3 product, 1006 00:50:22.495 --> 00:50:24.115 now my return on ad spend is three x. 1007 00:50:25.565 --> 00:50:27.565 So those three are great. 1008 00:50:28.405 --> 00:50:30.445 I would keep an eye on those kind of at all times. 1009 00:50:31.005 --> 00:50:34.685 'cause those are gonna tell us if we're, um, uh, 1010 00:50:34.735 --> 00:50:36.645 those are gonna tell us how effective 1011 00:50:36.645 --> 00:50:37.725 we're being with, with our dollars. 1012 00:50:39.425 --> 00:50:42.785 On the engagement side, this is gonna measure, 1013 00:50:42.885 --> 00:50:45.545 you almost think of it like, you know, quality versus, uh, 1014 00:50:46.205 --> 00:50:47.465 or quantity versus quality. 1015 00:50:47.815 --> 00:50:50.665 This is more of qualitative scores. 1016 00:50:51.045 --> 00:50:54.185 Um, where click-through rate is actually measuring 1017 00:50:54.525 --> 00:50:56.385 how many people are clicking versus the number 1018 00:50:56.385 --> 00:50:57.625 of times the ad shows up. 1019 00:50:58.045 --> 00:51:01.425 So if I, uh, get one click 1020 00:51:01.445 --> 00:51:04.425 and my ad shows up a hundred times, then that's a 1%, 1021 00:51:04.685 --> 00:51:05.745 uh, rate. 1022 00:51:07.565 --> 00:51:10.425 If my, um, conversion rate, 1023 00:51:10.965 --> 00:51:14.065 if I get one purchase for every a hundred clicks, 1024 00:51:14.255 --> 00:51:16.385 then my conversion rate is, is 1%. 1025 00:51:16.685 --> 00:51:19.505 So these are just numbers to keep, keep in mind and, 1026 00:51:19.565 --> 00:51:24.525 and benchmark as, as you progress, as obviously the, uh, 1027 00:51:24.535 --> 00:51:26.685 lower the cost per numbers, the better. 1028 00:51:26.705 --> 00:51:28.925 And the higher the rate numbers, the better. 1029 00:51:31.815 --> 00:51:33.235 Oh, and call out down here. 1030 00:51:33.815 --> 00:51:37.875 Um, always add UTM parameters to your, um, to your ad URLs 1031 00:51:38.015 --> 00:51:39.475 so that way you can see what people are 1032 00:51:39.475 --> 00:51:40.555 doing in Google Analytics. 1033 00:51:48.015 --> 00:51:51.345 Okay? So for optimization actions, you know, we one 1034 00:51:51.345 --> 00:51:53.225 and two, you can take everything we've talked about. 1035 00:51:53.725 --> 00:51:57.185 Um, set up a campaign, launch it, then don't touch it, 1036 00:51:57.245 --> 00:51:59.585 let it learn, let it, let it optimize. 1037 00:52:00.085 --> 00:52:03.745 Um, wait for that seven day period at a minimum, you know, 1038 00:52:03.985 --> 00:52:06.865 14 days if you know, if there's no clear winner 1039 00:52:06.865 --> 00:52:08.425 between the ads or, um, 1040 00:52:08.785 --> 00:52:10.025 audiences or whatever you're launching with. 1041 00:52:10.965 --> 00:52:13.865 And then on week three, analyze and optimize, right? 1042 00:52:13.865 --> 00:52:15.185 What's, what looks like it's working, 1043 00:52:15.185 --> 00:52:16.305 what doesn't look like it's working. 1044 00:52:16.965 --> 00:52:18.825 Um, you could, and, 1045 00:52:18.825 --> 00:52:21.105 and here's just some, some suggested, uh, 1046 00:52:21.105 --> 00:52:22.145 optimization actions. 1047 00:52:22.645 --> 00:52:24.425 You can obviously, um, 1048 00:52:24.655 --> 00:52:26.305 replace underperforming creative, right? 1049 00:52:26.305 --> 00:52:30.825 If you have an ad that's taking 40% of the spend 1050 00:52:30.825 --> 00:52:35.625 and not driving any results, kill it, replace it, um, 1051 00:52:36.405 --> 00:52:39.015 adjust your budget, gonna be really the most, 1052 00:52:39.045 --> 00:52:40.975 most important ones to, to keep an eye on. 1053 00:52:41.795 --> 00:52:44.375 Um, and then a couple resources down here be Meta 1054 00:52:44.375 --> 00:52:45.655 Blueprint if if needed. 1055 00:52:45.685 --> 00:52:50.585 Meta does offer, uh, courses on their, um, uh, 1056 00:52:51.605 --> 00:52:54.705 uh, on their platform, um, meta Business Help Center, 1057 00:52:55.205 --> 00:52:56.625 and then Facebook Ads Library. 1058 00:52:56.805 --> 00:53:00.305 So you can see, um, a view into what other competitors are, 1059 00:53:00.765 --> 00:53:02.705 um, what creative other competitors are running. 1060 00:53:08.545 --> 00:53:12.645 And that takes us right to 4 55. 1061 00:53:12.985 --> 00:53:15.525 Any any questions? 1062 00:53:19.835 --> 00:53:21.655 Is there an equivalent to like Sim Rush 1063 00:53:21.675 --> 00:53:23.295 or something for Meta? 1064 00:53:25.615 --> 00:53:29.075 Um, sort of in order to see, 1065 00:53:30.335 --> 00:53:32.675 in order to see, uh, which I, which part? 1066 00:53:35.255 --> 00:53:38.505 Well just, you know, keywords, uh, 1067 00:53:39.205 --> 00:53:41.785 top keyword search in a category, um, 1068 00:53:41.785 --> 00:53:43.185 what local competitors are doing, 1069 00:53:43.325 --> 00:53:44.865 you know, that kind of thing. So, 1070 00:53:45.445 --> 00:53:46.745 So local competitors. 1071 00:53:47.085 --> 00:53:51.155 Uh, yes. Um, what is one 1072 00:53:51.155 --> 00:53:52.835 of your local competitors names? 1073 00:53:55.135 --> 00:53:59.305 Um, I don't know that any 1074 00:53:59.305 --> 00:54:00.665 of our local competitors are running ads. 1075 00:54:00.715 --> 00:54:03.705 Let's see. Uh, I don't know. DFW Fence Pro. How about that? 1076 00:54:06.455 --> 00:54:09.665 In Texas? Yep, Texas. 1077 00:54:11.195 --> 00:54:13.045 Okay. Let's see. Yeah, that's the 1078 00:54:15.695 --> 00:54:16.695 Facebook. 1079 00:54:17.355 --> 00:54:21.255 So this is, this is what you would do to check once you, uh, 1080 00:54:21.735 --> 00:54:25.165 identify the Facebook, you can go to about 1081 00:54:25.785 --> 00:54:27.165 and then page transparency 1082 00:54:28.655 --> 00:54:30.515 and yeah, it so that you're correct, 1083 00:54:30.765 --> 00:54:32.635 these guys are not currently running ads, 1084 00:54:33.135 --> 00:54:35.955 but like, I would be shocked if, I don't know, 1085 00:54:35.955 --> 00:54:37.075 home Depot wasn't, 1086 00:54:42.525 --> 00:54:46.275 and you go to about same thing, page transparency. 1087 00:54:47.525 --> 00:54:48.745 So they are currently running ads, 1088 00:54:48.745 --> 00:54:49.945 so then you would click See all 1089 00:54:52.005 --> 00:54:53.425 and then just go to Ad Library 1090 00:54:55.425 --> 00:54:57.245 and then it'll pop up with everything that, 1091 00:54:57.355 --> 00:54:59.325 that this Facebook page is running. 1092 00:55:01.005 --> 00:55:03.345 Wow, okay. So we could do research, you know, nationwide 1093 00:55:03.345 --> 00:55:05.425 or whatever and find out who's doing the, who's killing it 1094 00:55:05.425 --> 00:55:07.865 and meta ads and just literally go look at their ad copy. 1095 00:55:08.695 --> 00:55:12.155 Uh, yeah, I mean, what you aren't able to see is like, 1096 00:55:12.775 --> 00:55:15.435 you couldn't tell if like this is a top performing ad 1097 00:55:15.435 --> 00:55:18.635 or if this is a, you know, totally draining their budget 1098 00:55:18.695 --> 00:55:19.875 and not driving any results. 1099 00:55:20.415 --> 00:55:24.115 But yes, you can see like what messaging Home Depot 1100 00:55:24.215 --> 00:55:26.035 or Lowe's or whoever is, is running. 1101 00:55:27.655 --> 00:55:30.025 Cool. That's super specific. Okay. Thanks man. Yeah, yeah, 1102 00:55:30.245 --> 00:55:31.245 No problem. 1103 00:55:35.185 --> 00:55:39.925 There's also, this is more on the e-commerce side, 1104 00:55:40.545 --> 00:55:43.925 um, but this company particle, um, 1105 00:55:44.975 --> 00:55:49.765 shows information about some competitors, um, uh, 1106 00:55:49.765 --> 00:55:52.125 like pricing strategies, um, and, 1107 00:55:52.145 --> 00:55:52.765 and different like 1108 00:55:52.765 --> 00:55:54.005 promotions and stuff that they've been running. 1109 00:55:54.005 --> 00:55:56.405 Obviously more specific to the, the e-commerce world. 1110 00:55:56.745 --> 00:55:58.565 Um, but the particle is also something 1111 00:55:58.565 --> 00:55:59.645 that you guys could look into. 1112 00:56:08.475 --> 00:56:10.725 Nick, just a really quick question about the meta ads. 1113 00:56:11.195 --> 00:56:13.925 Yeah. Um, are you able to see the dates on 1114 00:56:13.925 --> 00:56:15.165 how long they've ran those ads? 1115 00:56:15.365 --> 00:56:16.485 'cause that would give a good indication. 1116 00:56:16.805 --> 00:56:17.765 I mean, you're not gonna dump money 1117 00:56:17.765 --> 00:56:18.805 into an ad that's not working. 1118 00:56:20.355 --> 00:56:23.525 Yeah. So you can, um, 1119 00:56:24.865 --> 00:56:26.645 that's actually, that's a good point, Armando. 1120 00:56:26.745 --> 00:56:30.005 Um, so these all launched October, 2025. 1121 00:56:30.845 --> 00:56:32.505 So those, these are all new. 1122 00:56:34.195 --> 00:56:36.325 Um, let's 1123 00:56:36.325 --> 00:56:37.325 See, I got another one. Let's, 1124 00:56:37.325 --> 00:56:40.365 can we look at, um, cover your pergola? 1125 00:56:43.085 --> 00:56:45.905 How do you spell pergola? Like that? 1126 00:56:46.045 --> 00:56:47.825 Oh, you got it. Yeah, there you go. 1127 00:56:52.005 --> 00:56:54.475 There you go. Yep. These guys are also running ads. 1128 00:56:55.425 --> 00:56:57.645 Uh, launched October, 2025. 1129 00:57:00.575 --> 00:57:01.605 These ones down here. 1130 00:57:01.625 --> 00:57:02.925 So yeah, reminder, you're, you're, 1131 00:57:03.555 --> 00:57:04.605 it's good instinct, actually. 1132 00:57:04.605 --> 00:57:07.085 Yeah, these ones down here have been running since August, 1133 00:57:08.265 --> 00:57:12.245 so suffice to say this one here since March. 1134 00:57:12.785 --> 00:57:16.935 So yeah, maybe this is their, their 1135 00:57:16.935 --> 00:57:18.015 Highest converting one, right? 1136 00:57:20.795 --> 00:57:23.045 Consist consistently converting it least. That's a great, 1137 00:57:23.715 --> 00:57:24.715 Yeah. Yeah. 1138 00:57:24.715 --> 00:57:24.845 1139 00:57:34.555 --> 00:57:36.725 Cool. Um, 1140 00:57:38.685 --> 00:57:42.985 any other, any other thoughts? 1141 00:57:42.985 --> 00:57:47.265 Any other questions? Any other tips? Great, great instinct. 1142 00:57:47.265 --> 00:57:49.745 Armando, anybody else have, uh, anything like that? 1143 00:57:49.805 --> 00:57:50.425 Any nuggets? 1144 00:57:57.865 --> 00:58:01.855 No. All 1145 00:58:01.855 --> 00:58:02.935 right. Well, does 1146 00:58:02.935 --> 00:58:06.095 It show on there, Nick, what that, uh, 1147 00:58:06.955 --> 00:58:08.495 ad intent is or whatever? 1148 00:58:08.495 --> 00:58:12.855 Like, is it, you know, is it a, uh, awareness ad 1149 00:58:12.855 --> 00:58:14.975 or is it a conversion ad? Or does 1150 00:58:14.975 --> 00:58:15.975 It show that? No, 1151 00:58:15.975 --> 00:58:19.055 it, it, it shows, um, 1152 00:58:21.555 --> 00:58:26.295 it shows I think where it links to. 1153 00:58:27.975 --> 00:58:29.265 Yeah. So if you click on it, 1154 00:58:29.365 --> 00:58:30.785 it takes you to the landing page. 1155 00:58:31.365 --> 00:58:36.085 So like, you might be able to infer that as well. 1156 00:58:36.115 --> 00:58:39.285 Like if this one is linking to, you know, a, 1157 00:58:39.445 --> 00:58:43.715 a get in touch landing page, then maybe, you know, 1158 00:58:43.715 --> 00:58:45.315 you could assume this is what they're, 1159 00:58:45.545 --> 00:58:48.935 what they're optimizing toward is like, you know, 1160 00:58:48.935 --> 00:58:50.655 form fills here versus if you were 1161 00:58:50.655 --> 00:58:52.575 to link like a blog or just the homepage. 1162 00:58:52.725 --> 00:58:56.325 Yeah. What'd you say, Abel? 1163 00:59:00.585 --> 00:59:04.695 You're muted. Oh, yeah, 1164 00:59:04.735 --> 00:59:06.855 I was saying it looks like this one's optimized for leads. 1165 00:59:07.255 --> 00:59:08.695 'cause it's taking 'em to like a form. 1166 00:59:09.125 --> 00:59:11.055 Yeah, yeah, yeah, yeah. So you could kind 1167 00:59:11.055 --> 00:59:12.215 of try to put it together that way. 1168 00:59:12.215 --> 00:59:13.895 It's not, it's not so direct to be like, 1169 00:59:13.895 --> 00:59:15.695 this is a lead ad versus an awareness ad. 1170 00:59:16.275 --> 00:59:21.205 Um, let's see if there's anything 1171 00:59:21.205 --> 00:59:22.485 that feels a little bit more, 1172 00:59:23.125 --> 00:59:25.125 I think if it's for like awareness, it'll take you, 1173 00:59:25.125 --> 00:59:27.485 it's like an about us page on a website. 1174 00:59:27.915 --> 00:59:30.185 Yeah, yeah. 1175 00:59:30.185 --> 00:59:34.785 That's not, that's, uh, similarly, it's, uh, um, 1176 00:59:35.685 --> 00:59:37.145 you kind of like piece two and two together, 1177 00:59:37.245 --> 00:59:39.225 but, um, it's not, yeah, it's not perfect. 1178 00:59:41.465 --> 00:59:44.365 Is there kind like a general, general understanding that 1179 00:59:45.445 --> 00:59:48.965 Facebook ads work better for lower threshold buys, you know, 1180 00:59:48.965 --> 00:59:53.155 things that are cheap, not higher priced items, like is 1181 00:59:53.155 --> 00:59:55.155 that, is that true or is that just my bias? 1182 00:59:55.255 --> 00:59:59.435 And I mean, obviously car companies advertise via meta too, 1183 00:59:59.435 --> 01:00:00.635 and those are expensive, right? 1184 01:00:00.655 --> 01:00:03.355 Custom home builders, those are expensive, so 1185 01:00:04.675 --> 01:00:05.675 Yeah. Yeah. 1186 01:00:05.675 --> 01:00:09.325 I, I think it, it depends a lot on how much 1187 01:00:10.165 --> 01:00:13.315 automation and bandwidth you have with, with follow-ups. 1188 01:00:13.655 --> 01:00:17.195 And also it depends on, um, you know, awareness. 1189 01:00:17.195 --> 01:00:22.115 Like I think the, the big automotive companies at like, 1190 01:00:22.115 --> 01:00:24.275 you know, the, the national level, like they run a lot 1191 01:00:24.275 --> 01:00:26.115 of like awareness campaigns on Instagram, right. 1192 01:00:26.135 --> 01:00:28.235 Or partner with influencers or something like that. 1193 01:00:28.265 --> 01:00:31.725 Just to, just 1194 01:00:31.725 --> 01:00:33.565 to get the eyeballs and, and stay in front of people. 1195 01:00:33.985 --> 01:00:37.205 Um, obviously nobody here has, you know, uh, Toyota dollars. 1196 01:00:37.665 --> 01:00:42.135 But, you know, I do think if you have, um, uh, 1197 01:00:43.505 --> 01:00:48.085 I think if you do have the, uh, automation 1198 01:00:48.085 --> 01:00:49.525 and follow up dialed in 1199 01:00:49.825 --> 01:00:52.325 and you're not having people, you know, call a hundred, 1200 01:00:52.345 --> 01:00:55.045 200 people, just have them be like, you know, not answer 1201 01:00:55.225 --> 01:00:57.645 or not remember filling out a form, um, 1202 01:00:58.075 --> 01:00:59.845 then I do think they can definitely work. 1203 01:01:00.265 --> 01:01:01.645 Um, and, 1204 01:01:01.745 --> 01:01:05.605 but I, I mean, to your point, right, meta is Instagram is, 1205 01:01:05.625 --> 01:01:06.685 is pretty impulsive. 1206 01:01:07.265 --> 01:01:09.965 Um, so it, it might take somebody a few times 1207 01:01:09.985 --> 01:01:13.045 to convert if it's a higher price point thing versus like a, 1208 01:01:13.045 --> 01:01:14.685 you know, I don't know, $10 t-shirt, 1209 01:01:17.065 --> 01:01:18.065 Right? Yeah. 1210 01:01:18.065 --> 01:01:19.855 I guess it's a great complimentary thing. 1211 01:01:20.105 --> 01:01:22.095 Great awareness thing. 1212 01:01:22.275 --> 01:01:24.535 I'm just thinking the times that Facebook's got me, 1213 01:01:24.565 --> 01:01:26.295 it's like been a t-shirt or sneakers 1214 01:01:26.435 --> 01:01:27.535 or something. Yeah. You know what I mean? 1215 01:01:27.965 --> 01:01:29.675 Yeah. Yep. 1216 01:01:31.695 --> 01:01:34.875 Um, Sanchez did you have, did you have a question? 1217 01:01:37.405 --> 01:01:40.065 Uh, for now, specifically, no. 1218 01:01:40.065 --> 01:01:42.065 After the meeting, we will have, I guess, 1219 01:01:42.205 --> 01:01:44.145 uh, one-to-one meeting. 1220 01:01:46.755 --> 01:01:50.365 Okay. Well, but I mean, I'm, I'm, I'm on right now. 1221 01:01:50.465 --> 01:01:51.645 If you, if you wanna, 1222 01:01:52.885 --> 01:01:57.845 I think he was asking for, um, recommendations on settings 1223 01:01:58.185 --> 01:02:01.885 for the ad that he is about to launch. 1224 01:02:02.385 --> 01:02:05.245 He actually sent a, a doc in the chat. 1225 01:02:07.225 --> 01:02:08.715 Nothing's Live yet. 1226 01:02:09.785 --> 01:02:13.755 That is everything. Said just, um, the recommendation is 1227 01:02:13.755 --> 01:02:17.835 to go individually, add by, add, or to launch AB testing. 1228 01:02:20.505 --> 01:02:23.525 Do you mind if I pull this up? Um, 1229 01:02:26.025 --> 01:02:28.965 The down, you can see the visual target. 1230 01:02:32.165 --> 01:02:33.225 So that is, uh, 1231 01:02:36.465 --> 01:02:39.655 Um, so the question is, 1232 01:02:41.035 --> 01:02:43.055 can you repeat the question one more time? Sorry. 1233 01:02:43.515 --> 01:02:47.975 Uh, should we go, uh, individually brand awareness 1234 01:02:49.075 --> 01:02:52.055 ad or shall we, uh, launch AB testing? 1235 01:02:54.865 --> 01:02:57.725 Got it. I see. So is it, is the question, um, 1236 01:02:58.505 --> 01:03:00.765 should it be one campaign that's $20 1237 01:03:01.065 --> 01:03:04.165 or two campaigns that are 10 and 10? 1238 01:03:04.825 --> 01:03:07.955 Yes. Does it say, 1239 01:03:10.715 --> 01:03:15.395 um, does it say in meta what the potential reach is? 1240 01:03:16.405 --> 01:03:17.815 Like how big this audience is? 1241 01:03:19.675 --> 01:03:23.655 Um, for now, I, I just need to go to set the ad 1242 01:03:23.655 --> 01:03:25.855 and to get the potential a numbers, 1243 01:03:26.435 --> 01:03:27.895 but I don't have the numbers now. 1244 01:03:29.095 --> 01:03:32.745 Okay, got it. Yeah, because, um, these are pretty 1245 01:03:33.345 --> 01:03:35.755 specific audiences. 1246 01:03:36.175 --> 01:03:38.615 Um, yes. So 1247 01:03:39.725 --> 01:03:43.855 what you might run into is a pretty small, um, 1248 01:03:46.075 --> 01:03:47.775 is, is the thought that this message 1249 01:03:48.555 --> 01:03:52.775 is more specifically geared towards this group, and 1250 01:03:53.835 --> 01:03:54.935 Yes, This message is 1251 01:03:55.865 --> 01:03:56.865 For that group. Yeah. 1252 01:03:56.865 --> 01:03:57.525 1253 01:03:58.755 --> 01:04:03.085 Um, yeah, 1254 01:04:03.485 --> 01:04:04.925 I might, I 1255 01:04:09.015 --> 01:04:12.655 might recommend, how are you measuring 1256 01:04:13.445 --> 01:04:15.465 success impressions? 1257 01:04:16.975 --> 01:04:20.305 Just, um, brand awareness to go, just clicks. 1258 01:04:20.305 --> 01:04:21.705 To have clicks on our website, 1259 01:04:22.245 --> 01:04:23.265 Clicks to your website. 1260 01:04:23.455 --> 01:04:28.295 Yeah. Um, in 1261 01:04:28.295 --> 01:04:32.975 that case, do you, do you know for sure that this message 1262 01:04:33.655 --> 01:04:34.855 resonates more with this group 1263 01:04:35.275 --> 01:04:36.975 and this message resonates more with this group? 1264 01:04:37.605 --> 01:04:40.855 That that's, uh, yes. That's why we want to test it. 1265 01:04:41.165 --> 01:04:42.895 Okay. All right. Well then, yeah, if that, if 1266 01:04:42.895 --> 01:04:45.495 that is the specific question that you, you wanna, um, 1267 01:04:45.525 --> 01:04:47.055 test out, then I would say yeah, definitely. 1268 01:04:47.595 --> 01:04:51.175 Um, you know, but keep, keep your, uh, an open mind 1269 01:04:51.175 --> 01:04:52.175 to surprises as well. 1270 01:04:53.685 --> 01:04:55.655 Okay. But yeah, I would say if 1271 01:04:55.655 --> 01:04:57.175 that's a specific question, like does 1272 01:04:57.175 --> 01:04:58.295 this message resonate with this group? 1273 01:04:58.295 --> 01:04:59.895 Does this message resonate with this group. Yeah. 1274 01:05:00.115 --> 01:05:01.895 Um, then I would say, yeah, definitely go, 1275 01:05:01.955 --> 01:05:02.975 go for it and test it. 1276 01:05:03.235 --> 01:05:06.675 Um, but then from there, once you're able to, what, 1277 01:05:06.945 --> 01:05:09.355 What is the i uh, timeframe? 1278 01:05:09.575 --> 01:05:14.435 One week, 10 days or few days? Just five days, four days? 1279 01:05:15.225 --> 01:05:17.605 Yeah. I would say two weeks generally. 1280 01:05:17.905 --> 01:05:21.125 Um, on a test this size, um, 1281 01:05:23.705 --> 01:05:25.225 I would say two weeks. 1282 01:05:25.565 --> 01:05:27.825 And you know what, what you might find 1283 01:05:28.295 --> 01:05:29.745 Minimum two weeks, right? 1284 01:05:30.015 --> 01:05:31.105 Minimum two weeks. 1285 01:05:31.525 --> 01:05:34.385 If you see before that, that it's like not even close, um, 1286 01:05:34.645 --> 01:05:36.425 one has a click-through rate of 5% 1287 01:05:36.425 --> 01:05:39.425 and one is a click-through rate of like 1%, then 1288 01:05:40.585 --> 01:05:43.705 I think it's pretty clear you can call a winner if at the 1289 01:05:43.705 --> 01:05:46.745 end of it you, they're about similar click-through rates. 1290 01:05:47.285 --> 01:05:51.635 Mm-hmm. Then I would say you probably just wanna optimize. 1291 01:05:51.635 --> 01:05:54.595 Then you say they, they both work, combine the audiences 1292 01:05:54.595 --> 01:05:55.795 and put both ads in. 1293 01:05:56.515 --> 01:06:00.325 Mm-hmm. Okay. Not it. 1294 01:06:01.195 --> 01:06:01.485 Cool. 1295 01:06:05.955 --> 01:06:06.965 Alright, thanks 1296 01:06:06.965 --> 01:06:08.965 for hanging on an extra eight minutes everybody. 1297 01:06:09.585 --> 01:06:13.965 Um, any, anyone else have any final questions or thoughts? 1298 01:06:14.625 --> 01:06:15.625 All 1299 01:06:18.605 --> 01:06:19.605 Good. 1300 01:06:21.085 --> 01:06:25.755 All for everyone. Cool. 1301 01:06:25.755 --> 01:06:29.635 Alright. Alrighty. Well thank you so much Nick. 1302 01:06:30.455 --> 01:06:34.475 Um, and then as usual I'll be sending uh, the recap 1303 01:06:34.475 --> 01:06:38.115 and reporting later on today, uh, together with the slides 1304 01:06:38.145 --> 01:06:39.195 that Nick presented. 1305 01:06:39.655 --> 01:06:41.795 Um, and I'll be dropping, um, 1306 01:06:42.035 --> 01:06:43.755 a quick poll on the WhatsApp group 1307 01:06:43.935 --> 01:06:45.995 so if you have like a quick minute 1308 01:06:46.215 --> 01:06:48.595 to jump on the WhatsApp group, um, 1309 01:06:48.745 --> 01:06:50.915 that would be greatly appreciated. 1310 01:06:51.335 --> 01:06:53.395 Thanks so much, you guys have a good one. 1311 01:06:53.935 --> 01:06:55.795 Thanks guys. Bye.