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Hello and welcome to this bonus training
on Facebook ad fundamentals as part of
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your business class in flight experience.
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My name is Amy Bleefnik and my company is
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called five eleven west, and we help
online course creators and coaches and
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ecommerce businesses grow and scale their
businesses with the power of Facebook
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advertising. I do want to mention that when I say
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Facebook ads, I'm talking about Facebook
and Instagram advertising and I'm
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specifically diving into the Facebook ad
platform in this presentation.
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And today we are going to be covering
mindset that I think is really important
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when you go into playing around with paid
media and paid advertising funnel and
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audience basics when it comes to just
your overall funnel and how you move
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people intentionally through to purchase
your product, tracking pixels and why
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they're important.
Setting goals and knowing your numbers
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when it comes to running paid advertising
campaign structure in Facebook ads
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manager, audience targeting when it comes
to Facebook ads manager and digging into
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the data to understand and know what's
working and what's not when you're
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running ads.
And then we're going to do a case study
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where we take a look at the exact
strategy that we used to run the ad
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campaigns for business class launch.
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I was fortunate enough and lucky enough
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to be running all the ads for the
business class launch, and I'm so excited
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to be here and to be sharing all of this
information with you today.
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So let's dive in mindset.
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So when it comes to running paid
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advertising, testing is the name of the
game.
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It, it, it's really helpful to come into
it thinking like a scientist and like
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you're playing around and experimenting
and you're you're essentially buying data
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or buying information to understand
what's working and what's not when it
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comes to your funnel and the ads that
you're running.
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And because it's not just the ads
responsibility to make the purchase or
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the conversion happen, there's a lot of
different components in your funnel.
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Such as the messaging that you're using
to speak to your your perfect passenger,
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the hooks that you're using to bring
people in and attract them to you and to
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to take action on your ad, the offer
whether it's a discount or a free
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discovery call, your audience that you're
targeting, the funnel that you're driving
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them to or the landing pages or the
places that you're driving people to or
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your shop experience.
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If you are more of an ecommerce, if
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you're on the ecommerce side.
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And we are building this no like and
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trust factor that Sophia has mentioned.
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Because it takes time for people to want
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to buy something from you.
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So back in the day used to be able to run
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some ads and people would instantly buy.
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Nowadays it takes a little bit longer or
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a lot longer depending on your product
and your audience to build that trust
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factor and have people know and like you
and be ready to invest and work with you.
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And I also find it really helpful to
think of how you purchase things and like
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the last person.
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That you bought something from, maybe it
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was business class and how long you've
been following Sophia or paying attention
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to what she's been doing, and then you
were willing to invest in this program.
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I know there's people that I follow where
I will generally i already know, like and
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trust them a lot, and so I'll buy
anything they put out.
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Or there's people that I really like
where I've been listening to their
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podcast for like a year, and then I will
buy something like a year after
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discovering them.
So it's just helpful to think of that and
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put yourself in your perfect passenger's
shoes when you're thinking about creating
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that. Advertising journey and funnel for them.
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Ok So for for funnel, audience funnel and
audience basics, we have seen this
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before. This is the no like trust funnel that
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Sophia talks about and I like to also
break it down into three different
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components or three different ways of
thinking about these audiences,
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especially when it comes to running paid
traffic.
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So the no at the very top where people
are just discovering and figuring out who
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you are, that's the top of funnel.
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In the middle of the funnel, you're
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nurturing and warming them up and they
are becoming they're you are getting them
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to like and trust you more.
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And then at the bottom of the funnel
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they're actually deciding on purchasing
whatever it is you have to offer.
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And then I also like to think of this in
terms of like temperature.
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So like top of funnel cold people,
they're just beginning to know who you
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are or they don't know who you are yet
and then they start knowing who you are.
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These people are cold.
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They've never heard of you before and
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they're just coming in.
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In the middle of the funnel where you're
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nurturing them, loving on them, getting
them to like you, getting them to trust
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you, they are your warm audience that
you're nurturing and loving on.
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And then at the bottom of the funnel,
these people have checked out your
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offers. They're interested in what you have
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available, and they are considered hot
traffic.
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So next we're going to get into the
tracking pixel.
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So if you've looked around and paid
advertising, you've probably heard of a
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pixel or a tracking code.
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Any kind of paid advertising that you're
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doing is going to have some kind of pixel
or tracking code so that that platform
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can see what's happening when people
leave that platform.
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So for this example, it's just a snippet
of code that you put on your website in
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the header section, and that tells
Facebook what happens after people leave
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Facebook. So they Facebook can know when somebody
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hits your landing page, Facebook can know
when somebody actually buys your product,
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or they can know when you that somebody
actually opts in for your lead magnet or
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your freebie.
And so that's why it's really important
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to make sure that you set this up
properly and make sure that you're
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tracking the actual conversion or the
ultimate outcome or goal that you have
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with your campaign, whether it's a
purchase or an opt in, etcetera.
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Facebook guides you through this process
now better than they used to, but there's
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a lot of really great information out
there that's platform specific.
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So if you're using like Squarespace or
Kajabi or Shopify.
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There if you just Google how to set up
the Facebook pixel for those platforms,
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there's really great like free videos on
YouTube to show you how to walk through
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it. Or those platforms help documents or
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documentation or like support areas.
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Also have really clear instructions
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generally on how to set up your Pixel
initially and then how to track that
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conversion. And some platforms do it automatically,
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like I know for example kijabi
automatically tracks when a purchase
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fires when somebody buys one of your
products.
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There's also something called the
Facebook Pixel Helper, which is a plugin
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that you can install on your Chrome
browser that allows you to see if the
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pixel is properly installed and if the
conversion event is actually firing on
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the ultimately confirmation or thank you
page that people land on after they buy
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or become a lead.
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So I highly recommend downloading that
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tool to help you make sure that your
pixel is properly installed before you
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start running traffic.
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So now we're going to get into setting
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goals and knowing your numbers.
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When you think of running a paid
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advertising campaign, it's really helpful
to think of the intended outcome like the
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ultimate goal that you want that campaign
to accomplish.
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And obviously, we all want more sales and
more clients and more customers.
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But because of this funnel that we've
talked about, we know that people are
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going to come from cold at the top of the
funnel and become customers right away.
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It's like dating, you know, you got to,
you got to build and nurture that
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relationship. So not every ad campaign is going to be
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bye, bye, bye, bye now.
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So you want to think of it in terms of
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different sections of the funnel and
these are the different objectives as
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they're called in Facebook.
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But ultimate outcomes are goals that
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you're trying to accomplish with the
campaigns.
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There's more in Facebook, but these are
the, I feel, the most important ones and
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the ones that I generally use or focus on
when running ads.
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The first one is video views.
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So you can set up a campaign that's
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specifically targeting people who will
watch your videos.
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The ultimate goal of that campaign is to
get as many people as possible to watch
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whatever video you're driving that ad
traffic to, usually within Facebook, like
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on Facebook when you upload the video to
Facebook.
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There is engagement campaigns, meaning if
you have some organic posts or just
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content that you want to share that's not
necessarily driving traffic anywhere, or
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even if it is driving traffic somewhere,
you can set the objective or the main
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purpose or goal of that campaign to get
to show up to people who are more likely
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to be engaged, to like to comment, to
share and build up that engagement on
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that post or social proof on that post.
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Another objective is traffic, meaning
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link clicks or landing page views.
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So driving people off of Facebook to your
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landing page or your sales page or maybe
even a blog post that you just want to
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get a lot of people to start knowing,
liking and trusting you through reading
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your amazing content that you're posting
on your blog, for example.
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There's another objective called lead
generation, and this gets a little
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confusing because Facebook has its own
lead generation.
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Form that you can create as an ad.
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And this can be really helpful if you are
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just getting started and maybe you don't
necessarily have a landing page or a
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landing page builder or even a website,
but you are interested in driving and
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collecting email addresses and getting
leads and generating leads online.
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This is pretty this is pretty helpful for
service providers like especially local
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service providers.
You can set up a lead generation campaign
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where people click the link and it opens
up a form within Facebook where they can
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fill out their information, and then you
can go see everybody's information on the
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back end of who filled out that form, and
then you can contact them or follow up
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with them, whoever you choose.
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But there's another way to generate leads
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on Facebook, and that is through a
conversion campaign, and conversion
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campaigns can be to ultimately get
someone to opt in as a lead.
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To get someone to purchase ultimately, to
get someone to initiate checkout
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ultimately, and to get someone to add to
cart ultimately.
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So you might be asking like, why would I
want to drive people to just initiate
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checkout?
Sometimes when you're running ad
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campaigns, if you're just getting
started, or you're brand new, or your
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pixel doesn't have a lot of data on it,
it might be hard for Facebook to know or
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see. Okay, this is what people who purchase
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from you look like.
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So you might need to back it out a step
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and that could be backing it out to
adding to cart or backing it out to
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initiating checkout or even just like
viewing the page or becoming a lead.
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And so there's a lot of different ways to
look at it, but conversion is can be
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multiple things and that is either
ultimately a lead or a purchase.
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So when we look at the, the funnel
graphic that we saw before, I'm showing
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you the top, middle and bottom of funnel
again, but this time it has the different
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kind of objectives or ultimate outcomes.
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That you would set up the campaign for.
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So at the top of the funnel, we would
generally probably run video view ads or
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engagement ads or traffic ads if we're
driving people to our blog or like free
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valuable information that we're offering.
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You just want to get more new cold
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eyeballs into our ecosystem to then move
down the funnel into the middle of the
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funnel where we capture their email
address either through a lead form or a
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lead conversion ad and we're nurturing
them with emails.
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And maybe even nurturing them with more
valuable content or videos in the middle
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of the funnel there.
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And then at the bottom of the funnel, we
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are asking them to either initiate
purchase or add to cart or ultimately buy
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the offer that you have available that's
helping them.
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So it also helps to set your goals and
know your numbers and this is going to be
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so different for everyone.
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So it's hard to kind of be encompassing
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and give like specific examples but.
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Basically it boils down to like thinking
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of your revenue goal and working
backwards.
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How many sales do you need to reach that
revenue goal?
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How many leads do you need in order to
get that many sales?
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What is your conversion rate once you
get?
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Like if you do discovery calls or booked
calls, what is your sales conversion rate
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once you get on the phone with them?
How many booked calls do you need?
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How many leads or webinar registrations
do you need in order to lead to that many
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booked calls?
Or how many leads or webinar
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registrations do you need in order to
lead to that many?
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Paying customers or have that many sales.
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So you want to just kind of map it out
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with starting with your ultimate goal at
the top and then working backwards and
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then think of these numbers as well.
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And sometimes, like, I know a lot of
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people who have been in business for a
long time who don't even know these
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numbers yet, but these are really
important.
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And if you're just getting started, it's
hard to figure this stuff out.
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So it is literally just like making
something up to have a baseline to start
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with. And then once you start getting that data
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in and acting like a scientist and
experimenting, then you actually you have
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something to compare it to and then you
actually start getting baseline data that
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you can use and compare it each time
you're running a new campaign, so.
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How much are you willing to pay to
acquire a new customer or even acquire a
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new lead?
And that depends on what your funnel
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looks like.
Like if you're an ecommerce business, you
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know that people, I'm skipping to the
bottom here what your average order value
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is. Generally when someone comes to your your
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shop and they buy something, you know
that they generally spend 150$ for.
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Example so you might be willing to spend
50$ to acquire that person, knowing that
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they're going to spend 150 Or knowing
that they might buy more from you down
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00:12:56,440 --> 00:13:02,310
the line, like if you have an ascension
ladder or a different offers or up sales
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or cross sales that you put down the
line.
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This is more I guess leaning towards
service based businesses or coaches.
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You know that if you pay a little bit
upfront to acquire that person, they're
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going to end up spending a lot of money
with you over time and that's what your
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lifetime customer value is, your customer
lifetime value.
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This can be different for everybody
depending on your model and what you have
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to offer.
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Sometimes it is just a one and done like
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if somebody will come to you if you and
get your service and then they won't
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probably won't come back to you again and
be repeat customers over X amount of
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months or years.
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So it just depends on what kind of
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business you are.
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But it's really helpful to think through
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these numbers so that you feel
comfortable going into running paid
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advertising and saying, yeah, I'm willing
to spend five ten fifteen twenty.
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50$ to acquire a lead or 150$ to get
somebody on the phone with me and and
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book a discovery call with me because I
know I'm going to convert X % of those
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people into my high ticket coaching
package.
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So you can see how this is very different
depending on your your audience and your
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offers and your and your business model.
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But these are really important to think
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through before running ads so that when
you start running ads you're not just
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like I'm wasting money and nothing's
happening, it's helpful to have this
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clear path and clear understanding of.
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What you're willing to spend, so how much
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should you spend?
I hear this question all the time.
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And the annoying answer for most of these
things is it depends.
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It depends on your, it depends on your
market, it depends on your audience.
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Do you have a big warm audience, do you
not?
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Are you driving to an ecommerce store?
Are you driving to a coaching funnel?
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Are you driving to a court, online course
or a webinar?
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What does this look like?
So think thinking through those numbers
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that we just mentioned in the last slide.
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What is your marketing budget?
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Do you have a little percentage of your
revenue or your investment in your
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business that you have set aside to
dedicated to marketing and getting people
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to to know who you are?
If nobody knows who you are, what you
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have to offer, then nobody's going to be
able to buy from you.
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So marketing is really important and it
is important to have that as a line item
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on your budget or set aside some money as
part of your budget to get people to
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know, like and trust you.
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If you're just getting started and you're
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just kind of like bootstrapping it and
like figuring it out as you go, I always
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recommend for Facebook advertising at
least starting with 25$ a day for like 5
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days Facebook takes when you turn on an
ad campaign.
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Facebook's algorithm is amazing and they
optimize with that objective in mind that
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you have set and you're creative and
they're doing all sorts of things on the
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back end because they want to make sure
that your ads work so that you spend more
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money with them.
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But they need at least three days.
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To kind of stabilize or if you give face,
you need to give Facebook at least three
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days to kind of like figure stuff out
when you turn on a new campaign.
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00:15:47,090 --> 00:15:50,520
And that's why I say it's a it's good to
spend like twenty five bucks a day for
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five days because it gives them that
three days, those three days to stabilize
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and then a few extra days to let it run
at that, ideally stabilized from that
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ideally stabilized place.
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So that's just anybody who's getting
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started. Just try 25 bucks a day for five days.
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Take a look at the data, understand your
numbers, understand what's happening in
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your funnel and on the once you send them
away from Facebook, and then see what's
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working and what's not.
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00:16:17,960 --> 00:16:21,270
Campaign structure. So this is, I feel
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like a helpful way to kind of pull back
and look at how campaigns are structured
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from within the Facebook ads platform.
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Because once you get in there and start
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building it, you're kind of like, what's
a campaign?
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What's an ad set, what's an ad?
What's the difference between all these
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things?
This is just a fundamental view of what a
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campaign is and what's nested within the
campaign.
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So these are the different levels of a
campaign.
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Within Facebook ads, at the very top, we
have the campaign level, which is where
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you set the objective, which is video
views, traffic purchase conversion, lead
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conversion, those kinds of things.
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So you set that objective at the campaign
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level and you can also set the budget
here, but I'm going to come back to that
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in a second.
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Then within the campaign, like nested
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within the campaign, kind of like the
Russian doll structure, there are ad sets
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and at the ad set level you set your
budget.
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You can set your budget here as well,
which I'm going to talk about in a
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second. You set the dates and times of the
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campaign runs, you set the audience
targeting and the placement and then the
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bidding. The most important thing here that is, is
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the biggest piece of the ad set is the
audience targeting and the placements.
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00:17:25,950 --> 00:17:30,500
So audience targeting is who you want the
ads to show up for and then the placement
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is. Where you want the ads to show up.
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So if you wanted to show up on Facebook
or Instagram or Instagram stories or
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Facebook stories, you can set those
placements there.
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General recommendation when you're
getting started and doing those small
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tests, I would just let it stay at
automatic placements.
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When you go in and start building the
ads, you'll see what I'm talking about.
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You can just leave it on automatic
placements because Facebook's algorithm
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is pretty good now and will only show the
ads in the right places at the right
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time. But the audience targeting is the biggest
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thing that you can control here.
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And obviously the budget.
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And then within each ad set, that's where
you build out the ads.
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These are your creative pieces.
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The images, the videos, the copy, the
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00:18:09,790 --> 00:18:13,740
headlines, those kinds of things are what
you're going to be testing within the ad
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set. So each ad set is an audience, and each
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00:18:16,190 --> 00:18:20,180
audience gets a handful of ads that
you're going to put together and show
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people and test against each other to see
what works best and what doesn't.
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00:18:23,710 --> 00:18:26,190
Generally, I like to try about three
different images.
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Maybe one or two copy variations, or two
images and one video and one copy
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00:18:31,150 --> 00:18:33,140
variation. You don't want it to be too crazy
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00:18:33,150 --> 00:18:37,420
different because you want to be sure
that you're a kind of a B testing or only
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testing a few different changes or
different components.
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00:18:40,030 --> 00:18:42,710
Specifically the the, the creative or the
images.
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Because you want them to be thumb
stopping and grab attention and then
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people will read the headline and then
people will read the ad copy.
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So back to the budget thing.
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You can set the budget at the adset level
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or at the campaign level.
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00:18:56,700 --> 00:18:58,290
Facebook was trying to get everybody to
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set it at the campaign level for a while,
but they've kind of gone back and let
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00:19:01,660 --> 00:19:03,860
people continue to set it at the adset
level.
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00:19:04,060 --> 00:19:07,490
And this is important because at the
adset level, like I said, you're that's
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where you set the audience.
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So you want to make sure that each
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audience gets a fair shot.
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So when you're testing, I would recommend
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setting the budget, the 25 bucks a day
per audience at the adset level.
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So that you ensure that each audience
gets a fair shot with those different ad
361
00:19:24,490 --> 00:19:29,520
variations you have within each ad set at
campaign budget optimization at the
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00:19:29,530 --> 00:19:33,080
campaign level.
This is more if maybe you have a shorter
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period of time, but also if you have a
bigger budget.
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00:19:35,970 --> 00:19:39,520
I do think that that campaign budget
optimization is better for people with
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larger budgets, like 200 bucks a day and
above 200$ and a day and above.
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00:19:46,210 --> 00:19:48,770
So if you do have a larger budget and
you're trying to test.
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A bunch of different audiences and
creatives.
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00:19:51,560 --> 00:19:56,630
Then I would do it at the campaign level,
because then Facebook's sharing that
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00:19:56,640 --> 00:20:01,510
budget across everything underneath it,
and Facebook will pick the ones that are
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00:20:01,520 --> 00:20:06,430
performing the best and pick a good
audience or two and a few good ads or two
371
00:20:06,440 --> 00:20:09,950
ad creatives or two, and then just run
with those and so the other ones won't
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ever really get a chance.
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To be seen or to be engaged with to even
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see if they're good ones because Facebook
wants to find the best winner or the best
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00:20:18,550 --> 00:20:22,180
performing one the quickest and then just
show that more than the others and so the
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00:20:22,190 --> 00:20:23,510
others don't get a fair shake.
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So if you're trying to truly do like
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00:20:25,350 --> 00:20:29,260
testing with your audiences and your ad
creatives, I would recommend setting it
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at the the ad set level or if you have a
smaller budget, if you have a larger
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budget above 200$ a, day then I would set
it at the campaign level.
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00:20:40,260 --> 00:20:44,330
So these are there's a CHEAT SHEET that's
available that kind of walks you through
382
00:20:44,340 --> 00:20:47,050
building out an ad and these are the
things that you need to think about
383
00:20:47,060 --> 00:20:49,770
before going into creating your ad
campaign.
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00:20:49,780 --> 00:20:54,220
You want to think about the desired
action or the outcome or the objective.
385
00:20:54,300 --> 00:21:00,370
So that's again video views, engagement,
traffic, link clicks, lead conversion or
386
00:21:00,380 --> 00:21:02,900
purchase. What is the ultimate goal of this
387
00:21:02,940 --> 00:21:07,050
campaign and how is that supporting that
messaging and everything you're running
388
00:21:07,060 --> 00:21:09,460
and that campaign supporting that
ultimate desired action?
389
00:21:10,160 --> 00:21:13,030
The destination URL if you are taking
them off of Facebook.
390
00:21:13,040 --> 00:21:17,790
So if you are driving to a landing page
or a blog post or a product page, you
391
00:21:17,800 --> 00:21:19,750
have a URL that you're specifically
driving them to.
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00:21:19,760 --> 00:21:24,390
So you need that to be ready and you need
that funnel behind like after that URL to
393
00:21:24,400 --> 00:21:26,560
also be set up and ready to accept
traffic.
394
00:21:27,040 --> 00:21:30,360
Then you have ad images or videos which I
mentioned before.
395
00:21:30,440 --> 00:21:35,190
I like to start with at least three
different images, or two images and one
396
00:21:35,200 --> 00:21:39,920
video and then one ad copy variation,
maybe 2 if you have a larger budget.
397
00:21:40,160 --> 00:21:44,230
And then an ad headline, so I'll show you
some ad examples later with the business
398
00:21:44,240 --> 00:21:47,430
class launch.
But on Facebook with the ad, there is
399
00:21:47,440 --> 00:21:50,800
like some headline copy that shows up in
the news feed.
400
00:21:52,320 --> 00:21:54,310
But Instagram doesn't have the headline
copy.
401
00:21:54,320 --> 00:21:56,680
So it's just the main like block of copy.
402
00:21:56,800 --> 00:21:58,070
So those are the different components
403
00:21:58,080 --> 00:22:03,230
that are in the CHEAT SHEET that you can
use to plan everything out before you get
404
00:22:03,240 --> 00:22:07,760
into ads manager so you feel prepared and
you have everything kind of all gathered.
405
00:22:08,140 --> 00:22:13,530
To then just build out once you get into
the ads manager platform for audience
406
00:22:13,540 --> 00:22:18,170
targeting, we've already kind of talked
about this is again this funnel visual
407
00:22:18,180 --> 00:22:22,570
which is I think is really helpful, but
we have the top of funnel cold, middle of
408
00:22:22,580 --> 00:22:24,860
funnel warm, bottom of funnel hot.
409
00:22:25,020 --> 00:22:27,530
And so now I want to break it down how it
410
00:22:27,540 --> 00:22:30,380
looks, what that looks like in Facebook
ads manager.
411
00:22:32,380 --> 00:22:36,980
So cold audiences if you have a decent.
412
00:22:37,650 --> 00:22:40,800
A large enough list and that it can be
413
00:22:40,810 --> 00:22:44,010
anywhere from 100 to a thousand or so as
the minimum.
414
00:22:44,490 --> 00:22:47,250
The larger the list, the more data you
have the better.
415
00:22:47,330 --> 00:22:52,290
But you can create look alike audiences
based on say for example your email, list
416
00:22:52,410 --> 00:22:55,760
or people who engage with you on
Instagram, or people who engage with you
417
00:22:55,770 --> 00:22:59,440
on Facebook if you're more prevalent on
Facebook, or people who have visited your
418
00:22:59,450 --> 00:23:02,730
website over X amount of time so you can
set up all these.
419
00:23:02,890 --> 00:23:05,960
These are considered warmer audiences,
people who are already engaging with you,
420
00:23:05,970 --> 00:23:07,490
people who are on your email list.
421
00:23:08,310 --> 00:23:10,060
But you can create a look alike audience
422
00:23:10,070 --> 00:23:11,380
based off of those people.
423
00:23:11,390 --> 00:23:12,980
So if you already have a decent following
424
00:23:12,990 --> 00:23:18,940
or decent engagement on your Instagram
account or a Facebook account or you have
425
00:23:18,950 --> 00:23:24,380
a really good email list that's over a
hundred to a thousand people, then you
426
00:23:24,390 --> 00:23:27,420
can upload that and create a look like
audience and that can be your first cold
427
00:23:27,430 --> 00:23:28,550
audience to test.
428
00:23:28,670 --> 00:23:31,020
The ultimate Holy Grail with these is if
429
00:23:31,030 --> 00:23:36,150
you have a list of at least 100 people
who have purchased from you before.
430
00:23:37,050 --> 00:23:39,520
And uploading that into Facebook and
letting Facebook know, like, these people
431
00:23:39,530 --> 00:23:43,320
have spent this much money with me, that
can be really powerful because Facebook
432
00:23:43,330 --> 00:23:46,960
can then go find people who look like
people who have already purchased from
433
00:23:46,970 --> 00:23:49,000
you. So you can kind of see how the quality
434
00:23:49,010 --> 00:23:54,720
would be better if it's an audience that
is more likely to buy or is way more
435
00:23:54,730 --> 00:24:00,810
interested in stuff that you have to sell
or to offer another cold audience.
436
00:24:01,580 --> 00:24:05,700
Structure that you can use in Facebook
ads manager is interest based audiences.
437
00:24:05,780 --> 00:24:08,930
So if you don't have any, if you're
starting from scratch and you don't have
438
00:24:08,940 --> 00:24:12,810
any warm audiences that you can create
look like audiences from, you can do
439
00:24:12,820 --> 00:24:14,140
interest based audiences.
440
00:24:14,380 --> 00:24:15,930
And this is where you take a look at all
441
00:24:15,940 --> 00:24:20,410
the research that you've done for your
perfect passenger and you maybe do a
442
00:24:20,420 --> 00:24:23,410
little more digging on to like what kind
of interests and things they're into.
443
00:24:23,420 --> 00:24:25,770
What are their influencers that they
follow?
444
00:24:25,780 --> 00:24:30,700
What are their publications that they
read, bloggers that they've listened to?
445
00:24:31,040 --> 00:24:34,880
Tv shows or movies if that's relevant to
your to your offer and to your audience.
446
00:24:35,480 --> 00:24:41,470
But you can type in different things in
the Facebook ads platform to see, to
447
00:24:41,480 --> 00:24:43,270
target people who like stuff like that.
448
00:24:43,280 --> 00:24:45,550
So for example, we wanted to target
449
00:24:45,560 --> 00:24:49,350
entrepreneurs or people who are looking
to start a business and so one of our
450
00:24:49,360 --> 00:24:52,280
categories of cold interest based
audiences was.
451
00:24:54,400 --> 00:24:55,960
Entrepreneur software.
452
00:24:56,000 --> 00:24:59,710
So like Squarespace or Wix or Weebly or
453
00:24:59,720 --> 00:25:03,670
people who are using stripe or square for
their payment processors, or people who
454
00:25:03,680 --> 00:25:06,920
are interested in Shopify or Woo commerce
for ecommerce people.
455
00:25:07,080 --> 00:25:10,680
So these are all software tools that
people who are entrepreneurs are probably
456
00:25:11,240 --> 00:25:15,520
engaging with and reading content about
liking on Facebook.
457
00:25:15,930 --> 00:25:17,880
It doesn't necessarily mean they like
that page.
458
00:25:17,890 --> 00:25:22,080
It could just mean if they have shown
some kind of interest in Shopify, whether
459
00:25:22,090 --> 00:25:26,520
that's they've clicked to go to a Shopify
page or like Shopify probably has a pixel
460
00:25:26,530 --> 00:25:28,650
on their page so they know that they've
gone to that page.
461
00:25:29,130 --> 00:25:31,760
That's where it gets a little creepy as
far as like following you around the
462
00:25:31,770 --> 00:25:36,200
Internet. But that's an example of using interest
463
00:25:36,210 --> 00:25:40,160
based audiences to target our ideal
audience based on what we know about them
464
00:25:40,170 --> 00:25:41,530
as a perfect passenger.
465
00:25:42,830 --> 00:25:43,860
I already kind of went through what a
466
00:25:43,870 --> 00:25:47,580
warm audience is, but these are people
who have engaged with you on any of your
467
00:25:47,590 --> 00:25:51,220
social platforms, Instagram or Facebook,
who have watched your videos.
468
00:25:51,230 --> 00:25:53,500
Like if you do regular lives or anything
like that.
469
00:25:53,510 --> 00:25:58,060
You can target people who've watched your
videos to certain percentages, people who
470
00:25:58,070 --> 00:26:00,020
follow you who like you, or people who
are on your email.
471
00:26:00,030 --> 00:26:02,740
List these are your warm audiences and
the people that you're nurturing and
472
00:26:02,750 --> 00:26:07,070
building that like and trust factor with
no like and trust factor.
473
00:26:08,710 --> 00:26:10,150
Hot people hot.
474
00:26:10,270 --> 00:26:12,300
Audiences are people who have visited
475
00:26:12,310 --> 00:26:16,020
your sales page but didn't buy or
initiated check out or added to CART but
476
00:26:16,030 --> 00:26:17,830
didn't end up buying.
477
00:26:18,230 --> 00:26:20,140
So these are this is where you can do the
478
00:26:20,150 --> 00:26:22,060
creepy. Like if they added to cart.
479
00:26:22,070 --> 00:26:24,700
Like if you go to Amazon, you check
something out or you're looking on a
480
00:26:24,710 --> 00:26:27,740
ecommerce site and you add some stuff to
your cart and then you don't end up
481
00:26:27,750 --> 00:26:30,470
buying, then you see it in your feet as
you're scrolling.
482
00:26:30,670 --> 00:26:35,380
That's the kind of retargeting that you
can do with your hot audiences at the
483
00:26:35,390 --> 00:26:36,590
very bottom of the funnel.
484
00:26:38,270 --> 00:26:39,100
So where do you start?
485
00:26:39,110 --> 00:26:40,470
There's all these different options.
486
00:26:40,590 --> 00:26:42,870
It it can be a lot, but I recommend
487
00:26:43,430 --> 00:26:44,660
starting with low hanging fruit.
488
00:26:44,670 --> 00:26:49,700
If you already have a a, a, a, a store
489
00:26:49,710 --> 00:26:54,820
online, an ecommerce store or engaged
audience, start with your warmer hot
490
00:26:54,830 --> 00:26:59,020
audiences so and build that first because
you're going to be retargeting them to
491
00:26:59,030 --> 00:27:01,380
get them to take whatever next step is
that you want them to take.
492
00:27:01,390 --> 00:27:04,380
They're already warm, they already know
who you are, and now you're just asking
493
00:27:04,390 --> 00:27:06,620
them for their email address or you're
asking them to check out this new
494
00:27:06,630 --> 00:27:09,930
product. For ecommerce there's something called
495
00:27:09,940 --> 00:27:13,530
dynamic product retargeting and that is
what I just mentioned before where like
496
00:27:13,540 --> 00:27:16,690
if you add something to your cart or you
check out specific products and you see
497
00:27:16,700 --> 00:27:17,620
it in your feed.
498
00:27:17,900 --> 00:27:21,090
If you use something like Shopify, I even
499
00:27:21,100 --> 00:27:22,660
think WooCommerce has this.
500
00:27:23,420 --> 00:27:26,090
They have an integration with Facebook so
501
00:27:26,100 --> 00:27:29,140
you can create what's called a product
feed and that.
502
00:27:29,720 --> 00:27:32,190
Loads all of your products into Facebook
and Facebook.
503
00:27:32,200 --> 00:27:34,950
Pulls your images and pulls your
descriptions and titles and things like
504
00:27:34,960 --> 00:27:38,990
that to show up to show those dynamic
products to people based on who's added
505
00:27:39,000 --> 00:27:41,160
them to their cart or who's checked them
out before.
506
00:27:41,400 --> 00:27:43,830
So I would recommend, if you're an
ecommerce business and you already have a
507
00:27:43,840 --> 00:27:46,590
good amount of traffic going to your
site, starting with dynamic product
508
00:27:46,600 --> 00:27:50,640
retargeting if you're not an ecommerce
business.
509
00:27:51,860 --> 00:27:54,730
And you're doing like a coaching funnel
or an online course or online programs or
510
00:27:54,740 --> 00:27:55,490
things like that.
511
00:27:55,500 --> 00:27:57,530
Just retarget your warm existing audience
512
00:27:57,540 --> 00:27:59,420
with the next step or your latest offer.
513
00:27:59,580 --> 00:28:01,330
So drive them to the email opt in, drive
514
00:28:01,340 --> 00:28:05,090
them to make a purchase, or offer them a
first time purchase discount or second
515
00:28:05,100 --> 00:28:06,140
time purchase discount.
516
00:28:06,300 --> 00:28:07,810
Or book a free call with me, a free
517
00:28:07,820 --> 00:28:09,820
discovery session, a free coaching
session.
518
00:28:10,060 --> 00:28:13,050
Or you can do some kind of customer
loyalty campaign, getting people who have
519
00:28:13,060 --> 00:28:17,690
already purchased from you to go back and
buy again, whether it's a refill of
520
00:28:17,700 --> 00:28:22,630
something or.
Just the newest different upgrade or
521
00:28:22,640 --> 00:28:27,910
whatever. If you don't have any of those warm
522
00:28:27,920 --> 00:28:31,670
audiences or you don't have a Shopify
store, an online store, ecommerce store
523
00:28:31,680 --> 00:28:35,670
that's getting a decent amount of
traffic, you will want to start with
524
00:28:35,680 --> 00:28:39,590
brand awareness, which is cold traffic,
top of funnel building that bringing in
525
00:28:39,600 --> 00:28:44,710
people to even know who you are, bringing
them in cold, bringing them into your
526
00:28:44,720 --> 00:28:47,120
ecosystem. And so this is where you start with those
527
00:28:47,130 --> 00:28:50,760
look alike audiences if you can or your
interest based audience targeting like I
528
00:28:50,770 --> 00:28:53,240
mentioned. And you just want to share valuable
529
00:28:53,250 --> 00:28:55,640
content. You want to drive people to watch your
530
00:28:55,650 --> 00:28:57,720
videos, you want to get people to opt
into your email.
531
00:28:57,730 --> 00:29:03,640
List and if you have posts that are doing
well organically like you're posting on
532
00:29:03,650 --> 00:29:06,760
Instagram or you're posting consistently
on your Facebook page and you see certain
533
00:29:06,770 --> 00:29:10,840
posts that perform really well, put some
ads, been behind them and run them to
534
00:29:10,850 --> 00:29:14,610
your cold audiences to bring in new cold
eyeballs into your ecosystem.
535
00:29:17,210 --> 00:29:20,480
So now let's talk about digging into the
data, the data.
536
00:29:20,490 --> 00:29:22,570
I don't know why I said it like that.
537
00:29:23,290 --> 00:29:24,080
Digging into data.
538
00:29:24,090 --> 00:29:28,640
So what stats matter?
These are the stats that I look at, and
539
00:29:28,650 --> 00:29:33,240
there's some definitions on on the CHEAT
SHEET that you have, but these are the
540
00:29:33,250 --> 00:29:36,770
main ones that I look at to check out how
things are working in my campaign.
541
00:29:37,170 --> 00:29:39,690
And a caveat here, something to think
about is.
542
00:29:40,770 --> 00:29:44,000
Pulling back and looking at all of the
numbers and considering what they all
543
00:29:44,010 --> 00:29:46,890
mean, kind of working together in
concert.
544
00:29:47,010 --> 00:29:51,840
Like if you decide to focus on one metric
and you're like, I want to get the
545
00:29:51,850 --> 00:29:56,120
cheapest leads possible, you could be
running campaigns, getting really great
546
00:29:56,130 --> 00:29:58,000
cheap leads, thinking it's going really
well.
547
00:29:58,010 --> 00:30:00,440
And then down the line you realize
actually those people weren't that
548
00:30:00,450 --> 00:30:05,520
qualified or they ended up not purchasing
from me ever, or they were like freebies,
549
00:30:05,530 --> 00:30:07,010
seekers or whatever so.
550
00:30:07,700 --> 00:30:10,010
If, if you are getting a good cost per
551
00:30:10,020 --> 00:30:13,170
lead and you're excited about it, if
you're not kind of pulling back and
552
00:30:13,180 --> 00:30:16,890
looking at everything and like of those
people who are actually buying from me
553
00:30:16,900 --> 00:30:23,730
who is actually booking a call, then you
just, you get one piece of the pie or one
554
00:30:23,740 --> 00:30:24,530
piece of the picture.
555
00:30:24,540 --> 00:30:25,930
And so you don't completely understand
556
00:30:25,940 --> 00:30:28,690
how things are all working together and
where things are working and where things
557
00:30:28,700 --> 00:30:31,090
aren't. I don't know why, I just did the robot a
558
00:30:31,100 --> 00:30:35,930
little bit.
So c p m cost per mil, this means cost
559
00:30:35,940 --> 00:30:37,300
per thousand impressions.
560
00:30:37,720 --> 00:30:39,550
And this is generally what paid platforms
561
00:30:39,560 --> 00:30:40,880
charge you on.
562
00:30:42,160 --> 00:30:44,830
But this is this is a metric that I use
563
00:30:44,840 --> 00:30:49,190
to determine how quality does Facebook
think my ad is?
564
00:30:49,200 --> 00:30:53,830
Because if it's really expensive then I
know maybe my ad isn't resonating with
565
00:30:53,840 --> 00:30:57,070
the audience that well and so Facebook
isn't really favoring it or giving me a
566
00:30:57,080 --> 00:31:00,040
good c p m or good cost per thousand
impressions.
567
00:31:00,480 --> 00:31:05,600
Or it can also be used to determine how
competitive that audience is.
568
00:31:06,000 --> 00:31:08,110
It's like if you're running some
different audiences that you're testing
569
00:31:08,120 --> 00:31:11,990
and you see one of the audiences has a
really high c p, m then you know, maybe
570
00:31:12,000 --> 00:31:14,960
that one's just really competitive, but
all your ads are working in other places.
571
00:31:15,320 --> 00:31:19,710
For example, targeting entrepreneurs
online or coach anybody in the coaching
572
00:31:19,720 --> 00:31:23,590
space is very competitive and c p m 's
are generally really expensive.
573
00:31:23,600 --> 00:31:28,160
Anywhere from like 30 to 50 to 60$ cost
per thousand impressions.
574
00:31:29,370 --> 00:31:33,280
Again, it depends on your industry and
your target audiences and your specific
575
00:31:33,290 --> 00:31:35,280
offers on what your Cpm's are going to
look like.
576
00:31:35,290 --> 00:31:39,080
But you don't start to understand or know
what these things mean until you start
577
00:31:39,090 --> 00:31:41,810
actually playing around with and
collecting data and information.
578
00:31:42,690 --> 00:31:44,530
The next one is cost per click.
579
00:31:44,930 --> 00:31:48,960
So this one is is more of a just a way to
580
00:31:48,970 --> 00:31:50,440
keep an eye on how things are working.
581
00:31:50,450 --> 00:31:52,880
But how much is it costing me for someone
582
00:31:52,890 --> 00:31:56,600
to click my link and go to my product
page or someone to click my link and go
583
00:31:56,610 --> 00:32:01,510
to my landing page for my lead magnet?
It's just something a metric to keep an
584
00:32:01,520 --> 00:32:06,030
eye on and be sure that you're comparing
to each other to see what what it is
585
00:32:06,040 --> 00:32:07,640
costing you to drive that traffic.
586
00:32:08,360 --> 00:32:11,960
The clickthrough rate is the percentage,
587
00:32:12,040 --> 00:32:16,190
the the conversion rate from people who
have seen the ad to people who actually
588
00:32:16,200 --> 00:32:18,200
clicked and took that action.
589
00:32:19,240 --> 00:32:19,990
The clickthrough rate.
590
00:32:20,000 --> 00:32:23,950
I can actually give you a baseline on
this on what a, a good performing
591
00:32:23,960 --> 00:32:27,430
clickthrough rate is on Facebook
advertising and that's generally anything
592
00:32:27,440 --> 00:32:28,720
above 1 %.
593
00:32:30,030 --> 00:32:32,780
If it's way above 1 %, like 2 or 3 %,
594
00:32:32,790 --> 00:32:34,430
then you're doing really, really well.
595
00:32:34,470 --> 00:32:35,980
If it's lower than that, then maybe
596
00:32:35,990 --> 00:32:37,710
consider trying some new creative.
597
00:32:37,830 --> 00:32:39,780
What this tells me is the the ad that I'm
598
00:32:39,790 --> 00:32:45,260
showing in the feed or in the story, that
it's doing its job of getting people to
599
00:32:45,270 --> 00:32:49,180
click and take that action and see what's
next, see what the next step is, or that
600
00:32:49,190 --> 00:32:52,020
I've hooked them in and they're intrigued
and now they've clicked and taken that
601
00:32:52,030 --> 00:32:54,990
action and you want that to be around 1
%.
602
00:32:55,420 --> 00:32:59,850
But this is an example, another or this
is an example of why getting focused on
603
00:32:59,860 --> 00:33:02,340
one metric could be detrimental.
604
00:33:02,420 --> 00:33:04,730
Because if you're just focused on like if
605
00:33:04,740 --> 00:33:07,530
you have a lower clickthrough rate than
one, but you're getting a really good
606
00:33:07,540 --> 00:33:11,050
cost per lead or you're getting really
great return on ad spend and people are
607
00:33:11,060 --> 00:33:14,300
actually buying your product, then who
cares if the clickthrough rate is low?
608
00:33:15,140 --> 00:33:17,970
So it's just another reminder, just kind
of pull back and look at everything.
609
00:33:17,980 --> 00:33:20,930
And if you're getting your ultimate
desired outcome and but the clickthrough
610
00:33:20,940 --> 00:33:25,790
rate is lower than 1 %, like who cares?
Landing page conversion rate.
611
00:33:25,800 --> 00:33:31,670
So this is out of all the people you are
driving to your landing page or to your
612
00:33:31,680 --> 00:33:35,470
product page, how many of them actually
convert into a lead or convert into a
613
00:33:35,480 --> 00:33:38,270
customer?
And this is taking number of leads
614
00:33:38,280 --> 00:33:43,200
divided by number of page views, landing
page views and you can get this stat.
615
00:33:43,360 --> 00:33:46,590
You can get landing page views in the
Facebook ad manager platform in
616
00:33:46,600 --> 00:33:49,950
reporting, but you can't, it doesn't show
you landing page conversion rate.
617
00:33:49,960 --> 00:33:51,640
So you'll want to calculate this
yourself.
618
00:33:52,420 --> 00:33:57,810
For leads, lead magnets, or freebie opt
ins, a good landing page conversion rate
619
00:33:57,820 --> 00:34:04,210
is anywhere is is anything above 20 % you
want to ideally get to 40 or 50 % and you
620
00:34:04,220 --> 00:34:07,650
you'll do that by a b testing and trying
new things on your landing pages to make
621
00:34:07,660 --> 00:34:10,929
people complete the action that you want
them to take on the landing page become a
622
00:34:10,940 --> 00:34:17,420
lead, but anything above 20 % is good
industry standard for purchases.
623
00:34:18,330 --> 00:34:18,639
It can be.
624
00:34:18,650 --> 00:34:20,800
It depends on your it depends on your
625
00:34:20,810 --> 00:34:25,159
industry, or your niche or who you're
targeting or your offers or or even the
626
00:34:25,170 --> 00:34:26,800
price point of your offer.
627
00:34:26,810 --> 00:34:29,810
But generally on a on a purchase page,
628
00:34:30,010 --> 00:34:35,920
anywhere from three to 5 % is considered
to be good cost per lead.
629
00:34:35,929 --> 00:34:39,130
This is how much it's costing you to
collect someone's email address.
630
00:34:40,150 --> 00:34:43,460
So if you're driving lead conversion
campaigns, how much are you paying for
631
00:34:43,469 --> 00:34:46,460
that email address to add them to your
newsletter to bring them into your
632
00:34:46,469 --> 00:34:50,389
ecosystem and and nurture them?
Cost per acquisition?
633
00:34:51,030 --> 00:34:53,780
Generally this is used to reference cost
per purchase.
634
00:34:53,790 --> 00:34:58,420
So like ultimately out of like all the
people who have driven, who have driven
635
00:34:58,430 --> 00:35:04,180
traffic, who have become a lead, how much
it hasn't costed me to get someone to
636
00:35:04,190 --> 00:35:07,670
buy, what is my cost per acquisition or
cost per purchase?
637
00:35:08,800 --> 00:35:11,030
Cost per acquisition can be
interchangeable for like if you're
638
00:35:11,040 --> 00:35:15,510
driving people to your app like you want
people to download your app, it could be
639
00:35:15,520 --> 00:35:19,040
cost per app, download, cost per app
acquisition.
640
00:35:19,880 --> 00:35:25,150
But generally it's used for purchases
return on ad spend or people say in the
641
00:35:25,160 --> 00:35:32,150
Facebook ad world row as this is the
return that you're getting for your ad
642
00:35:32,160 --> 00:35:35,470
spend. Basically self-explanatory like how much
643
00:35:35,480 --> 00:35:37,600
should I spend on Facebook and then.
644
00:35:38,630 --> 00:35:39,940
Out of how much I spent on Facebook, how
645
00:35:39,950 --> 00:35:42,620
much revenue did I make and what was the
return?
646
00:35:42,630 --> 00:35:45,950
Some people say speak to this in like
percentages.
647
00:35:46,190 --> 00:35:50,340
Some people say like 2X or 3X I'm
generally, I generally say 2X or 3X And
648
00:35:50,350 --> 00:35:55,740
what that means is I put 1$ into Facebook
and I made 2$ or I put 1$ into Facebook
649
00:35:55,750 --> 00:36:00,670
and I made three dollars 2X or 3X All
right.
650
00:36:00,750 --> 00:36:03,870
So now I'm going to jump into the case
study for.
651
00:36:04,290 --> 00:36:07,730
Business class and what we did to get
this launch going.
652
00:36:08,410 --> 00:36:16,160
So even before the launch we ran some
prelaunch ads to grow the email list and
653
00:36:16,170 --> 00:36:19,490
to build and increase the warm audiences.
654
00:36:20,050 --> 00:36:22,570
So Sophia released the side Hustle Bible,
655
00:36:22,810 --> 00:36:25,290
we promoted that with Facebook ads.
656
00:36:25,530 --> 00:36:27,920
And she has a huge warm audience, people
657
00:36:27,930 --> 00:36:30,800
who have been following her for a long
time, who have read her books, who have
658
00:36:30,810 --> 00:36:31,810
gone to her events.
659
00:36:32,370 --> 00:36:33,400
Especially on Instagram.
660
00:36:33,410 --> 00:36:37,570
So this was really fun to and easy to
retarget this big warm audience.
661
00:36:39,890 --> 00:36:45,840
We also did cold audience testing so
potentially people who maybe had heard of
662
00:36:45,850 --> 00:36:49,960
her before but hadn't necessarily taken
any action or come into the ecosystem
663
00:36:49,970 --> 00:36:52,080
yet. So we were able to do some really good
664
00:36:52,090 --> 00:36:55,400
look alike audiences and some interest
based targeting like I mentioned before
665
00:36:55,410 --> 00:36:59,970
with the like entrepreneurship software
interests that we targeted.
666
00:37:00,710 --> 00:37:04,390
And then she also did a partnership with
commune where they were promoting the
667
00:37:04,510 --> 00:37:05,980
free access to her course.
668
00:37:05,990 --> 00:37:07,500
And so they ran a bunch of video ads
669
00:37:07,510 --> 00:37:10,310
promoting free access to that course for
that limited time.
670
00:37:10,670 --> 00:37:14,980
And so that helped us to build up our,
our warm video view audience because they
671
00:37:14,990 --> 00:37:17,710
watched the commune videos that they were
promoting.
672
00:37:17,750 --> 00:37:19,310
So that was really helpful as well.
673
00:37:21,190 --> 00:37:22,460
So I'm going to show you some examples
674
00:37:22,470 --> 00:37:24,180
too on the ads that we ran.
675
00:37:24,190 --> 00:37:25,620
So these are the side hustle Bible ads
676
00:37:25,630 --> 00:37:26,470
that we ran.
677
00:37:27,150 --> 00:37:29,020
And like I mentioned, Sophia had such a
678
00:37:29,030 --> 00:37:32,820
big warm audience to start with that we
were able to run ads to grow email list
679
00:37:32,830 --> 00:37:34,430
with this low cost ebook.
680
00:37:34,550 --> 00:37:36,500
So generally you run to like a lead
681
00:37:36,510 --> 00:37:37,670
magnet or a freebie.
682
00:37:37,790 --> 00:37:40,500
Free download, free course, free mini
683
00:37:40,510 --> 00:37:44,460
training, free checklist, free CHEAT
SHEET, whatever that might be.
684
00:37:44,470 --> 00:37:45,270
Free guide.
685
00:37:45,870 --> 00:37:47,540
But because Sophia had such a big warm
686
00:37:47,550 --> 00:37:50,340
audience we were able to charge 19$ for.
687
00:37:50,350 --> 00:37:54,740
It this is a good way to help cover your
688
00:37:54,750 --> 00:37:56,870
ad cost so generally with something like
this.
689
00:37:57,420 --> 00:38:00,490
At the top of the funnel, especially with
cold audiences, you're probably going to
690
00:38:00,500 --> 00:38:03,890
break even.
So like say you pay 19$ to get that lead,
691
00:38:03,900 --> 00:38:07,170
but they paid 19$ for the ebook, you're
kind of breaking even and that's covering
692
00:38:07,180 --> 00:38:08,060
the ad costs.
693
00:38:08,940 --> 00:38:11,530
That is way more likely to work for
694
00:38:11,540 --> 00:38:14,330
people who have the a bigger warm
audience to start with.
695
00:38:14,340 --> 00:38:20,690
If you're just starting, it might not be,
it might not be break even, or profitable
696
00:38:20,700 --> 00:38:24,300
so actually Sophia's were profitable
because her audience was so big.
697
00:38:24,380 --> 00:38:27,130
Most people would be closer to break even
or a little bit below.
698
00:38:27,140 --> 00:38:30,530
But you're investing in bringing those
people into the ecosystem to then nurture
699
00:38:30,540 --> 00:38:33,780
them and move them to the next, next
stage of your funnel.
700
00:38:36,620 --> 00:38:40,300
Ok. So now we're going to get into the
actual business class launch campaign.
701
00:38:40,780 --> 00:38:45,100
So these are the campaign objectives or
the intended outcomes like I mentioned.
702
00:38:46,170 --> 00:38:50,240
Of all the different kinds of campaigns
that we ran for this launch, so we did
703
00:38:50,250 --> 00:38:52,250
some engagement campaigns at the top.
704
00:38:52,410 --> 00:38:54,760
We did free class registration, so that
705
00:38:54,770 --> 00:38:56,290
was a lead conversion campaign.
706
00:38:56,610 --> 00:38:58,560
We did free class replay, which was a
707
00:38:58,570 --> 00:39:03,600
lead conversion and a traffic campaign
for people who registered for the live
708
00:39:03,610 --> 00:39:05,000
webinar but didn't show up live.
709
00:39:05,010 --> 00:39:07,570
We just retargeted them to drive them to
710
00:39:07,610 --> 00:39:08,760
the watch page.
711
00:39:08,770 --> 00:39:10,000
And that was just traffic because we
712
00:39:10,010 --> 00:39:13,240
didn't need to convert them as a lead
again because they already are on our
713
00:39:13,250 --> 00:39:14,290
we're on our list.
714
00:39:15,350 --> 00:39:16,820
Sales page retargeting, that's
715
00:39:16,830 --> 00:39:19,180
retargeting people who visited the sales
page but didn't buy.
716
00:39:19,190 --> 00:39:22,860
So those were purchase conversion
objectives that we set up for sales page,
717
00:39:22,870 --> 00:39:26,940
abandoned CART and then urgency messaging
as the cart was closing or it was
718
00:39:26,950 --> 00:39:30,300
becoming, it was coming closer to the
deadline to register and sign up for
719
00:39:30,310 --> 00:39:32,820
business class.
And now I'm going to walk you through
720
00:39:32,830 --> 00:39:35,540
examples of each of those, okay.
721
00:39:35,550 --> 00:39:38,350
So the engagement objective ads these.
722
00:39:38,840 --> 00:39:43,070
The intention of these ads were to
amplify the reach and the impressions of
723
00:39:43,080 --> 00:39:46,800
the organic announcement posts that
Sophia made on her accounts.
724
00:39:47,120 --> 00:39:51,990
So this was to generate general awareness
to her existing audience, letting them
725
00:39:52,000 --> 00:39:54,160
know that business class is now
available.
726
00:39:54,920 --> 00:39:58,510
So we had a video that we ran on Facebook
and then we had this organic Instagram
727
00:39:58,520 --> 00:39:59,870
post that did really well.
728
00:39:59,880 --> 00:40:02,350
We put ads been behind it to generate
729
00:40:02,360 --> 00:40:05,200
engagement, likes, comments, shares,
excitement.
730
00:40:05,680 --> 00:40:07,430
So more and more people could see it.
731
00:40:07,440 --> 00:40:08,750
We got more and more impressions, more
732
00:40:08,760 --> 00:40:11,440
and more reach that business class is
here.
733
00:40:13,520 --> 00:40:16,680
Then we did lead conversion ads for the
free class.
734
00:40:16,760 --> 00:40:20,990
So the intention of these ads was to
drive people to register to build that
735
00:40:21,000 --> 00:40:26,910
like and trust factor to get them to show
up for the live class and we ran these to
736
00:40:26,920 --> 00:40:31,510
her existing warm audience and then we
also did new cold interest based and look
737
00:40:31,520 --> 00:40:34,560
alike audience targeting for both of
these and you can see that we ran.
738
00:40:34,800 --> 00:40:39,190
Some Instagram story specific ad
creatives videos of Sophia talking which
739
00:40:39,200 --> 00:40:42,000
did really well because of a lot of her
audience is on Instagram.
740
00:40:42,680 --> 00:40:46,480
And then we ran straight up just image
ads in the in the different feeds.
741
00:40:49,200 --> 00:40:54,190
Then we did the replay watch and and lead
conversion ads to get people to either
742
00:40:54,200 --> 00:40:58,990
watch the replay if they registered and
didn't show up live or we also kept
743
00:40:59,000 --> 00:41:01,360
running just cold traffic into.
744
00:41:02,140 --> 00:41:04,570
Check out the the free class on demand,
745
00:41:04,580 --> 00:41:07,610
because it had already happened, they
were able to register and just access
746
00:41:07,620 --> 00:41:08,580
that right away.
747
00:41:09,100 --> 00:41:11,130
So again, the intention of these was to
748
00:41:11,140 --> 00:41:14,650
continue to grow the email, list continue
to get people to register and build the
749
00:41:14,660 --> 00:41:19,650
warm audience, but also to remind people
who didn't attend to go watch the actual
750
00:41:19,660 --> 00:41:23,290
replay. And again, we did some story ads for this
751
00:41:23,300 --> 00:41:25,660
and then some image ads in the feeds.
752
00:41:27,620 --> 00:41:30,490
This one is for people who attended the
753
00:41:30,500 --> 00:41:33,560
live webinar.
And we wanted to remind them to go check
754
00:41:33,570 --> 00:41:36,200
out the business class sales page.
755
00:41:36,210 --> 00:41:39,240
So the intention of these was to drive
756
00:41:39,250 --> 00:41:42,680
them to check out business class if they
hadn't yet, if they attended the webinar
757
00:41:42,690 --> 00:41:45,720
live. So we did some Instagram story ads and
758
00:41:45,730 --> 00:41:46,880
then some image ads.
759
00:41:46,890 --> 00:41:48,520
And you can see that the messaging on
760
00:41:48,530 --> 00:41:52,640
each of these creatives is speaking
specifically to that next step that we
761
00:41:52,650 --> 00:41:53,610
want them to take.
762
00:41:53,730 --> 00:41:55,600
Like I'm so glad you joined me, check out
763
00:41:55,610 --> 00:42:00,350
business class or?
This one is swipe up to watch the replay.
764
00:42:00,360 --> 00:42:03,670
I'm so glad you registered, but swipe up,
you missed out.
765
00:42:03,680 --> 00:42:04,680
Watch the replay.
766
00:42:07,040 --> 00:42:08,870
This is the sales page retargeting
767
00:42:08,880 --> 00:42:10,550
purchase conversion ads that we ran.
768
00:42:10,560 --> 00:42:13,350
So the intention of these was to drive
769
00:42:13,360 --> 00:42:15,510
people who had visited the sales page.
770
00:42:15,520 --> 00:42:17,070
So whether they come from the webinar,
771
00:42:17,080 --> 00:42:20,230
came from the announcement or anywhere
else, they would have checked out the
772
00:42:20,240 --> 00:42:21,560
sales page at some point.
773
00:42:21,720 --> 00:42:23,630
And now we are reminding them to go back
774
00:42:23,640 --> 00:42:24,150
and check it out.
775
00:42:24,160 --> 00:42:25,630
The doors are closing, time is running
776
00:42:25,640 --> 00:42:29,160
out. We ran more specific urgency messaging
777
00:42:29,840 --> 00:42:35,070
later, but these were just to stay top of
mind and remind them to go back and check
778
00:42:35,080 --> 00:42:35,990
out business class again.
779
00:42:36,000 --> 00:42:38,200
So this is considered that hot audience.
780
00:42:40,640 --> 00:42:43,550
These were the abandoned checkout,
retargeting, purchase conversion ads.
781
00:42:43,560 --> 00:42:45,320
So these were slightly different
messaging.
782
00:42:46,040 --> 00:42:49,630
Sophia did an Instagram story ad that was
more specifically like, OK, I've seen
783
00:42:49,640 --> 00:42:52,550
that you've checked this out, like why
haven't you joined us yet, calling them
784
00:42:52,560 --> 00:42:55,270
out to go back and check it out because
she thinks it could be really helpful for
785
00:42:55,280 --> 00:42:58,380
them. This is considered super hot audience as
786
00:42:58,390 --> 00:43:03,140
well and we had specific copy and
messaging on the image ads saying like
787
00:43:03,150 --> 00:43:05,660
forgot something.
Be sure to check it out.
788
00:43:05,670 --> 00:43:08,630
Don't don't miss out, you're we're saving
your spot.
789
00:43:10,750 --> 00:43:16,700
We also ran testimonial ads so these were
I think we ran these to warm and hot.
790
00:43:16,710 --> 00:43:20,910
Yeah, we ran these to warm and hot
traffic at the bottom of the funnel.
791
00:43:21,310 --> 00:43:24,790
For people who are considering or maybe
on the fence about business class,
792
00:43:24,990 --> 00:43:27,180
testimonial ads can be really, really
powerful.
793
00:43:27,190 --> 00:43:32,140
So we ran some Instagram story user
generated content type Instagram story
794
00:43:32,150 --> 00:43:35,740
ads and then we also ran some just
graphics with testimonial quotes that
795
00:43:35,750 --> 00:43:38,910
showed like actual results from people
who had gone through business class
796
00:43:39,070 --> 00:43:41,670
before. And these are always really powerful for
797
00:43:42,230 --> 00:43:46,140
overcoming objections and helping people
to make that decision, showing the social
798
00:43:46,150 --> 00:43:49,470
proof and the evidence that what we have
to offer works.
799
00:43:51,670 --> 00:43:55,620
And then we did urgency messaging,
retargeting, purchase conversion ads as
800
00:43:55,630 --> 00:43:58,300
well. So the intention of these was to create a
801
00:43:58,310 --> 00:44:01,460
sense of urgency for the entire warm and
hot audience.
802
00:44:01,470 --> 00:44:05,860
So we kind of pooled everybody together
as time was running out, ran ads to them
803
00:44:05,870 --> 00:44:07,820
letting them know the doors were closing
for business class.
804
00:44:07,830 --> 00:44:12,710
And we played with some fun short video
ads to just kind of stay pop top of mind,
805
00:44:12,750 --> 00:44:17,580
be playful and remind people to go back
and check out business class because the
806
00:44:17,590 --> 00:44:18,790
doors were closing soon.
807
00:44:21,190 --> 00:44:22,780
So here are some of the, the stats or the
808
00:44:22,790 --> 00:44:27,140
KP I's that we were looking at as we were
running this launch and that we pulled at
809
00:44:27,150 --> 00:44:27,740
the very end.
810
00:44:27,750 --> 00:44:30,620
So this is overall out of every out of
811
00:44:30,630 --> 00:44:34,940
all the campaign ads been that we did,
our average cost per lead for the free
812
00:44:34,950 --> 00:44:40,550
class was 2$ and sixty two cents per lead
or per webinar registration on average
813
00:44:40,830 --> 00:44:46,620
the average cost per acquisition CPA For
purchasing business class was 193$ and
814
00:44:46,630 --> 00:44:52,060
fifty five cents so that means we paid
193$ and fifty five cents for each person
815
00:44:52,070 --> 00:44:57,780
who purchased business class from our ad
campaigns and the overall return on ad
816
00:44:57,790 --> 00:44:59,540
spend was 10 3-3 X.
817
00:44:59,550 --> 00:45:01,140
So that means for every dollar we put
818
00:45:01,150 --> 00:45:06,230
into Facebook, we made 10$ and 33 cents
which is pretty exciting.
819
00:45:07,880 --> 00:45:11,390
So overall, just lessons learned from
running this campaign that I wanted to
820
00:45:11,400 --> 00:45:14,910
share with you are we found out that
Instagram story, this is the kind of like
821
00:45:14,920 --> 00:45:18,030
stuff you want to look back on when you
run a test or you run a campaign, like
822
00:45:18,040 --> 00:45:19,270
what worked, what didn't.
823
00:45:19,280 --> 00:45:20,910
Instagram story has performed really well
824
00:45:20,920 --> 00:45:22,040
for Sophia's audience.
825
00:45:22,320 --> 00:45:24,880
Almost all of the purchases came from
826
00:45:25,240 --> 00:45:28,910
that came from ads, came from mobile,
which was actually a little bit
827
00:45:28,920 --> 00:45:30,360
surprising to me at least.
828
00:45:31,330 --> 00:45:32,560
So that's just something that you would
829
00:45:32,570 --> 00:45:36,080
learn from a launch or a campaign and be
like oh like when I'm designing my
830
00:45:36,090 --> 00:45:39,170
landing pages or when I'm designing my
sales pages.
831
00:45:39,330 --> 00:45:42,760
Think Mobile first because most of the
traffic came from mobile.
832
00:45:42,770 --> 00:45:44,770
Last time most of the purchases came from
mobile.
833
00:45:45,810 --> 00:45:48,040
We were testing different audiences as we
went along.
834
00:45:48,050 --> 00:45:51,920
So there were some cold audiences or
interest based or look alike audiences
835
00:45:51,930 --> 00:45:56,050
that we were testing as we were going
because this is like a three-week window.
836
00:45:56,710 --> 00:46:00,500
And we were turning off ones that weren't
hitting our CPA goals and then scaling
837
00:46:00,510 --> 00:46:04,190
and increasing the budget on the ones
that were as we were going along.
838
00:46:05,030 --> 00:46:08,740
And then overall, this is just something
like an an insight just from running
839
00:46:08,750 --> 00:46:10,670
campaigns across the board.
840
00:46:10,830 --> 00:46:13,540
Facebook's algorithm is very smart.
841
00:46:13,550 --> 00:46:14,940
It's getting smarter and smarter.
842
00:46:14,950 --> 00:46:16,580
And Facebook wants to make it easier and
843
00:46:16,590 --> 00:46:20,110
easier for advertisers to run ads on
Facebook ads platform.
844
00:46:21,270 --> 00:46:25,140
So they want to simplify everything for
you as the advertiser as much as
845
00:46:25,150 --> 00:46:28,980
possible. And back in the day, you used to want to
846
00:46:28,990 --> 00:46:31,780
run different creative for all the
different placements like Instagram
847
00:46:31,790 --> 00:46:35,900
versus Facebook versus right column
versus Instagram stories, which you still
848
00:46:35,910 --> 00:46:37,260
do for Instagram stories.
849
00:46:37,270 --> 00:46:38,870
Want to run a completely different
850
00:46:39,670 --> 00:46:44,070
creative type because you wanted to look
native to Instagram stories.
851
00:46:45,110 --> 00:46:50,180
But we were able to just run 1080 by 1080
square images across Facebook and
852
00:46:50,190 --> 00:46:53,110
Instagram because now if you've noticed
like the Facebook update.
853
00:46:53,640 --> 00:46:57,200
Most of the images you see now, even on
the right column ads are squares.
854
00:46:58,000 --> 00:46:59,230
So they made it easier.
855
00:46:59,240 --> 00:47:00,830
So you can upload one ten eighty by ten
856
00:47:00,840 --> 00:47:04,470
eighty image and run that across all the
placements and Facebook does all the work
857
00:47:04,480 --> 00:47:08,230
of finding the right people at the right
time to show that creative to and to
858
00:47:08,240 --> 00:47:11,240
optimize based on that objective that you
set at the very beginning.
859
00:47:13,450 --> 00:47:14,160
And that's all I have.
860
00:47:14,170 --> 00:47:15,930
So thank you so much.
861
00:47:16,490 --> 00:47:17,560
I hope this was helpful.
862
00:47:17,570 --> 00:47:18,960
I know it can be a lot of information,
863
00:47:18,970 --> 00:47:22,440
but I have every bit of confidence that
you can figure this out, approach it like
864
00:47:22,450 --> 00:47:26,120
a scientist, have fun playing and
learning and buying data and collecting
865
00:47:26,130 --> 00:47:29,400
information to know what works and what
doesn't and how to get people to move
866
00:47:29,410 --> 00:47:33,290
through your funnel to buy the amazing
stuff that you have to offer.
867
00:47:33,930 --> 00:47:35,480
My name is Amy Bleefnick again.
868
00:47:35,490 --> 00:47:38,160
You can find me in the lounge at Amy five
869
00:47:38,170 --> 00:47:41,520
eleven west on instagram and five eleven
west dot com is my website.
870
00:47:41,530 --> 00:47:43,200
I'm happy to talk about this stuff all
day.
871
00:47:43,210 --> 00:47:45,820
I'm happy to answer questions and thank
you so much.
82783
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