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These are the user uploaded subtitles that are being translated: 1 00:00:02,070 --> 00:00:04,260 OK this is now super exciting. 2 00:00:04,260 --> 00:00:12,030 We have got an ad running and we are checking every five seconds to say please put something from us 3 00:00:12,030 --> 00:00:14,310 right there. 4 00:00:14,370 --> 00:00:20,790 So what do we do now we got these two ads running and we want to know how long to run them for. 5 00:00:21,000 --> 00:00:27,090 And you know how do we decide whether they're performing right or you know should we stop them should 6 00:00:27,090 --> 00:00:30,140 we carry on should we make sure we increase our budget. 7 00:00:30,210 --> 00:00:31,740 What should we do. 8 00:00:31,740 --> 00:00:36,500 So this is a very important lecture because I've been titled this scale all killed. 9 00:00:36,510 --> 00:00:39,690 So we're going to scale up the ad or are we going to kill it. 10 00:00:41,470 --> 00:00:49,410 Now the first key thing I want you to do is to run your ad for three days or your ads depends on whether 11 00:00:49,410 --> 00:00:53,330 you do on the split split testing or not running for three days. 12 00:00:53,560 --> 00:00:55,260 Now why three days. 13 00:00:55,270 --> 00:01:01,120 Well it actually takes the Facebook algorithm a little bit of time 24 hours 48 hours I don't know exactly 14 00:01:01,120 --> 00:01:06,910 what it takes a little bit of time for it to actually start serving your ads up to the right people 15 00:01:06,970 --> 00:01:11,330 at a good cause is just kind of how it works is how the algorithm works. 16 00:01:11,350 --> 00:01:15,260 So you know I feel they do kind of scatter approach in the beginning. 17 00:01:15,260 --> 00:01:21,130 Obviously based on the targeting you've done and then they do kind of more clever targeting within their 18 00:01:21,130 --> 00:01:26,680 algorithm to actually try to identify perhaps better groups that are more likely to buy your stuff. 19 00:01:26,680 --> 00:01:30,010 But that process for them takes a little while and iteration. 20 00:01:30,070 --> 00:01:34,920 Don't worry about it too much but just accept the fact that you need to run it. 21 00:01:35,020 --> 00:01:38,290 It need to let your ads run for three days. 22 00:01:39,390 --> 00:01:43,380 Now your objective during this period is to make a profit. 23 00:01:43,390 --> 00:01:49,620 Surprise surprise or at least breakeven right now that might be that might seem a bit weird at least 24 00:01:49,650 --> 00:01:50,580 breakeven. 25 00:01:51,840 --> 00:01:54,280 You sorry I should say the least not least. 26 00:01:54,280 --> 00:01:56,150 But anyway you get the idea. 27 00:01:56,170 --> 00:02:06,340 So the reason why I cannot allow my ads to actually breakeven is because I will have acquired a customer 28 00:02:06,570 --> 00:02:12,460 and then later a later slide I'm going to talk about List Building the importance of a list the importance 29 00:02:12,460 --> 00:02:16,200 of a customer but basically just imagine you've got that customer. 30 00:02:16,210 --> 00:02:21,300 OK you haven't made any money out of them this time around but you will have the details of that customer. 31 00:02:21,310 --> 00:02:27,670 You will have the e-mail address you will have the opportunity to direct e-mail them in the future to 32 00:02:27,760 --> 00:02:28,800 make sales. 33 00:02:28,810 --> 00:02:31,090 And trust me that is very very valuable. 34 00:02:31,090 --> 00:02:35,310 You will make a profit down the road but maybe not straight away. 35 00:02:35,320 --> 00:02:40,240 So for the moment just accept that basically all you're doing is to make a profit or at least to break 36 00:02:40,330 --> 00:02:42,760 even. 37 00:02:42,810 --> 00:02:46,890 Now the reality is that not all of your ads are going to generate sales. 38 00:02:46,920 --> 00:02:49,590 OK so don't expect for one moment you might get lucky. 39 00:02:49,590 --> 00:02:52,960 Very first one starts to generate sales and you've got you know an embarrassment of riches. 40 00:02:53,130 --> 00:02:57,010 But basically it's it's unlikely the odds are stacked against you. 41 00:02:57,010 --> 00:02:59,580 That's just how it is that's advertising whatever you do. 42 00:02:59,580 --> 00:03:00,430 All right. 43 00:03:00,430 --> 00:03:09,280 And maybe only one in 10 of them will actually make a sale of some sort. 44 00:03:09,490 --> 00:03:10,120 OK. 45 00:03:11,530 --> 00:03:19,710 So what we want to do is if after three days an ad is not performing. 46 00:03:19,830 --> 00:03:23,290 We've not made a profit or we've not broken even. 47 00:03:23,320 --> 00:03:24,860 We want to kill it. 48 00:03:25,070 --> 00:03:30,200 We just want to stop that ad and I would suggest being brutal about it. 49 00:03:30,250 --> 00:03:32,160 OK that's certainly what I do. 50 00:03:32,200 --> 00:03:35,440 Some people will go down the path of saying well it didn't quite work. 51 00:03:35,440 --> 00:03:36,900 Maybe we should change. 52 00:03:36,910 --> 00:03:44,250 You know our target audience a bit or maybe we should change another thing on the ad the photo whatever. 53 00:03:44,500 --> 00:03:50,220 Personally in my experience you can go a little bit mad with that. 54 00:03:50,490 --> 00:03:55,450 What I tend to do is just say OK stop I am not doing this one anymore I'm killing it. 55 00:03:55,450 --> 00:04:00,270 I will go and find another product I might show to the same audience that I had before. 56 00:04:00,400 --> 00:04:03,770 But I will basically start over and I will kill it. 57 00:04:03,790 --> 00:04:07,510 And by the way I'll generally leave that product on my site because what you'll find is that as you 58 00:04:07,510 --> 00:04:11,200 do these products will start building building up on your site. 59 00:04:11,200 --> 00:04:16,180 And although you might not sell it this time around as a direct with the direct Facebook advertising 60 00:04:16,600 --> 00:04:21,490 later on down the road when you bring somebody else into your site for perhaps another product they 61 00:04:21,490 --> 00:04:23,770 will see that on your site and they may well buy. 62 00:04:23,770 --> 00:04:28,460 I've had many many situations where people come in to buy a product and end up buying three or four 63 00:04:29,340 --> 00:04:33,880 of stuff that I was not successful in previous test runs. 64 00:04:33,910 --> 00:04:37,260 Now this is the key point. 65 00:04:37,390 --> 00:04:42,810 The winning ad when you get a winning ad OK that can generate the dollars. 66 00:04:42,850 --> 00:04:48,280 So when you read you know not all ads will generate sales maybe one in 10 probably started thinking 67 00:04:48,340 --> 00:04:56,560 you know wow I'm going to have to spend quite a lot here on advertising to get that one sale which is 68 00:04:56,560 --> 00:05:01,380 you know maybe true maybe you know you can spend tens of dollars or something like that as part of this 69 00:05:01,390 --> 00:05:02,920 testing process. 70 00:05:03,280 --> 00:05:09,310 But when you get that winning ad Trust me that's when the fun starts because that's the one that can 71 00:05:09,310 --> 00:05:14,440 generate you know hundreds sometimes thousands I don't get you over excited about this but if you get 72 00:05:14,440 --> 00:05:20,930 the right ad matched up to the right audience that's going to pay for all of the rest. 73 00:05:20,950 --> 00:05:26,410 Multiple times over and that is where you're going to really build your business. 74 00:05:26,410 --> 00:05:32,260 So that's where we're going to actually scale the winning ad we've dropped the nonperforming once we 75 00:05:32,260 --> 00:05:35,530 got rid of those and we're left with the winning ad. 76 00:05:35,620 --> 00:05:36,480 Yeah. 77 00:05:36,850 --> 00:05:41,080 We're going to drop everything else and we're going to scale this up so that we can really generate 78 00:05:41,080 --> 00:05:47,470 some money and then the next lecture I'm going to give you some tips on exactly how to scale. 8614