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What is up party people?
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I am so thankful that you guys
were able to take the time and,
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and find out about our event.
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Maybe you saw us online, maybe saw
me post, saw James Post, or somebody
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might have shared it with you.
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But I'm very, very thankful that you guys
are here with us on this weekend, wherever
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you are tuning into this world, whether
you got the upSo, whether you got a.
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Uh, the replays.
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I'm just very thankful that
you are here and we're able
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to give back to a community.
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I wanna take this opportunity to,
to make a comment about what it
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is that we're all experiencing.
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I joined this world of digital
marketing, entrepreneurship, um,
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brand building, e-commerce, 2015.
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It's the best decision I ever made, and
it was the hardest decision I ever made
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because I gave up a dream that I loved.
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I will tell you that this has given me
everything I wanted, and I know it'll
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continue to give me anything I want
because of how much I love this space.
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Whether it's some, whether I'm building
something myself, whether I'm assisting
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somebody or a brand that we're partnering
with, a marketer that I'm partner with, or
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if it's just this and, and educating and
giving back, this is what I love to do.
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So I hope you guys can feel that
throughout this entire talk.
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And I think a couple people that really
see this within myself, James, and,
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and the support system we have behind.
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Are our key PON key sponsors.
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And I wanna say thank you so much
to Chase at the PACE certified team.
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You guys have believed
in us from the beginning.
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Very, very grateful for that.
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The Gorge team, gorg has been around,
uh, for about two, two events for us now,
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and they've been such great partners.
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Thank you, Phil.
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Um, Outbrain, I know you guys have
great, great support with James.
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James is one of the largest native
buyers that are in the world.
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World.
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I can say that with confidence.
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Affiliate Business Club.
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Aki, you've been a, you've been
a huge support on getting up the
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tech up and running, and thank
you so much for troubleshooting.
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Cashout team is solid.
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Thank you so much for having great offers.
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Mm-hmm.
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Fluent, your talk is me,
one of the better ones.
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I'm so thankful for you guys were able to
be a part of this and, and for supporting
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James and I's vision and Dream d f o
one of the better networks out there.
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Thank you guys again for being a
part of this s joining as well.
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Further ado guys, I really wanna talk to
you about a talk that I, I tried to do
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live, but I wasn't able to go in as depth.
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So if you guys were familiar with
what happened at a w A in Bangkok
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did something very similar.
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What I wasn't able to do, I'll show you
some of the metrics of how I measure, how
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I make decisions and how I limit ad spend.
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Wasn't enough time here, but I get to
take my time and get to go into it,
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and I really do hope you enjoy it.
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Some of you may not know me.
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Um, my name is Nick Shackleford.
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There's more cartoons than there actual
human elements of myself floating
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around the internet, and I do it for
a specific reason as branding, right?
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What do we all want to do?
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We wanna be known for something.
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We wanna build a brand.
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We wanna have a reputation
that, uh, precedes us.
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And I've worked very hard to keep
the reputation I think I was able to
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treat everybody with, with respect.
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And I believe, uh, the hard work
that myself or my team puts in
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and the events that we put on
should speak for themselves.
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2015 is when my life changed, kinda
what I spoke about before I left a job,
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left something that I really, really
loved behind and my life changed.
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Um, I joined PepsiCo and learned
all I could about marketing.
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Just sat in meetings that I
was not qualified to do, but
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you have to buy your time.
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You have to put in your dues
and things, but up from there.
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Right After I left PepsiCo,
I joined a team at Apple.
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That's where I learned media buying.
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That's where I learned
how to buy Facebook ads.
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If you guys remember the, the iPad Pro
on iPhone seven, I was part of the team
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that launched that worldwide and that
was really what got me started in, in
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digital marketing to say the least.
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Shout out to Al Amazon.
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Thank you so much.
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Then it got interesting, right?
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Then I found out what direct
response marketing is and if
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anybody remembers these things.
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That is when I fell in love with
putting a dollar in and making
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a couple bucks back was what we
launched with my partner, Jake.
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That was my first taste at
what income could have been.
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Born and raised in Orange
County, California.
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I was a, a part of a, of a smaller
family, divorced small, and I realized
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that I could be anything I wanted.
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This is what digital marketing
has done for me, provided me an
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opportunity to, to produce for myself,
for my family, and my two pups.
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So I'm, I'm glad you're here.
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I know you're gonna learn something
today, and I'm thankful that
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you, you're be a part of this.
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After I launched visually,
I needed more opportunity.
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I needed to try myself
and try my luck again.
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It was a great success, but I thought
it was, might have been a joke.
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Led me to Tim Bird at Agency Y.
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Tim gave me the first opportunity to test
my skills on multiple brands, and that's
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when all things started to make sense.
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Everybody knows about the Bully method
and about Stop and all these rules.
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Tim was the first one back in the day
really talking about this publicly and.
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Anybody can have opinions about
this, but he was probably the,
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the, the earliest in the game of
teaching, educating, and mastermind.
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So thank you so much, Tim, for, for
taking me your wing and giving me a, a
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platform to, to really speak and that
Facebook ad buyers and, and ad leaks.
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It's a great community if
you're not in it already.
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Then I got very fortunate in
joining a nice direct e-commerce
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when the brand decided Common
Thread Collective 20 in, uh, 2018.
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Uh, very, very good show.
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Um, great experience building the
team out there on media buying
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over here in Santa Ana, California.
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And that's what allowed me to touch a lot
of the bigger brands, the case studies.
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Good spend big moments, planning.
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That's what it all about.
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And which leads me to today?
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Well, we've been able to build
for the past three years,
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specifically, maybe like the last
two, it really started taking off.
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We have structured, which is a
team that we've put together, have
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a great email marketing team and
great, uh, paid media team, constant,
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creative, and then geek out.
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Cost.
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Creative is a content team that just
makes ads consistently one of the better
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ones on the internet, and we're focused
on specifically making ads that convert
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not just images or graphics, like this
is money that you're investing and
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money that you're hoping to get back.
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I.
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That's where we're here to build.
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And, but we're not here to talk about
that other than creating content.
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So the one big question I want people
to understand really, really take
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to heart is when you ask anybody
this, when you ask me this, you're
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gonna get a different response.
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So it's, they usually go, how do
I create scale on my Facebook ads?
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How do I keep it consistently
on Facebook and Instagram?
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Well, it actually should
come out like this.
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How do I create consistent content that
creates consistent scale on Facebook?
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That's the real question that we're
not asking, but we need to be, I.
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So today I'm gonna be talking
specifically about content that
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converts and how you can create and
analyze it so you can do more of it.
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These are the three main things
you haven't bought if you
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haven't bought the the replays.
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But if you are interested in
like how to take, take notes
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along 'cause it will disappear.
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Here's what we're gonna
be planning across.
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What content is you in wear.
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How to limit the ad spend overall, a
little bit of decision making that we'll
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be able to go into and how do we build
some structure for some content testing?
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I won't go too deep into this.
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There's a couple other videos I have
out there on the internet, but the main
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one is I'll give you a little bit of
a framework and talk through it and
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I'll even open up an account for you.
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Every ad has to do its job, right?
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I'm not gonna talk about stuff
specifically until we get down
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towards the bottom, but every ad
at every level has a job to do.
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Let's think about top
of the funnel, right?
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Are they gonna see you?
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Are they gonna click?
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Are they gonna stop?
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Are they gonna shot from
you talking on the left?
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Is it asking a question?
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Is it, is it, is it visual enough
for them to stop and see it,
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asking these questions, talking
about what it's gonna do for you?
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I.
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What about color?
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Color contrast?
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Does it have enough color?
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Is it it standing off the page?
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Standing off the feed enough?
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We've noticed this, especially when
brands are being made, especially when
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feeds are being filled with, uh, more
like the dark theme that happens when
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it gets darker on, on our, on Facebook.
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Is it popping out?
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What's it asking?
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Is it rating?
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A lot of these things have
its own role, own job to do.
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We have to make sure that we're able
to fulfill that, so we move down to
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the bottom or middle of the funnel.
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What are we using to incentivize this?
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Is there an offer attached to it?
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Is there something eye catching?
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Lot of drawing of the lines?
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Is it someone looking back at you,
how stark and different it is?
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When you're scrolling through
the feed, do you see some eyes
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just looking right back at you?
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What about somebody that you might
see that might be a familiar face?
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Somebody that's a little
bit social proof describing.
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Are they gonna relate to it?
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Ultimately, are they gonna
shot from you as we move toward
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the middle of the funnel?
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What about the bottom?
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At this point, are they over you?
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Are they gonna ignore you?
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Are they gonna hide it?
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You gotta keep that paid score up.
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A lot of people are getting a lower
paid score that's gonna really affect
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them as they're getting higher CPMs,
or even worse, not able to advertise
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at all if it drops below a two.
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How are you calling people out?
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How are you introducing a new way or new
angle for them to kind of buy into it?
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See, from foster care,
one of the, one of the.
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Glasses company that
we're able to work with.
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Nice little call outs.
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You can see the consistency at the bottom.
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What's gonna grab their eyes?
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Even, even at the middle
of the frame of what?
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What is this product gonna do?
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Is it gonna prevent their wrinkles here?
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What about shrink your pores, the
drawn and and catches that eye?
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It's such a different contrast that
people are not paying attention to, and
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these of some of our better performing
eyes at each stage of the funnel.
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Let's talk about something real quick,
and now this is a bigger conversation
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that I hope you guys can do a little
research your own, but this is a
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timeless, timeless marketing talk.
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Do you guys know who this is?
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Lys, Elma Lewis.
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I.
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In 1948, introduced the
ADA model, the ADA model.
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Attention.
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Interest, desired action are
the four fundamental stages of a
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consumer going from not interested,
interested in making a purchase.
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What about the second guy?
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These are the two.
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These are one of the books that
recommend from Ronald Joseph Kool.
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A 2013 came out one of an impressive
book called Listen More, sell More.
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Effectively.
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What this means is if you aren't listening
to your consumer, you don't know how
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to speak to your consumer, which means
they don't know how to buy from you
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because you can't communicate to solve.
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Okay?
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Think of it like this.
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You have ada attention,
interest, desire, action.
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It's just the funnel.
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It's just plain and simple.
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The funnel.
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How about that?
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Unaware.
236
00:09:42,210 --> 00:09:43,530
Slightly becoming aware.
237
00:09:44,100 --> 00:09:45,390
I'm aware I want this.
238
00:09:45,540 --> 00:09:46,740
That's the same exact structure.
239
00:09:46,740 --> 00:09:49,740
It's the same exact model, but
how do we apply it for our ads?
240
00:09:49,890 --> 00:09:51,660
And I'm talking about
Facebook specifically.
241
00:09:51,660 --> 00:09:55,290
Now, this still applies to snap, it
still applies to TikTok, but the biggest
242
00:09:55,290 --> 00:09:58,740
platform that majority of the money is
being spent is happening on Facebook.
243
00:09:59,189 --> 00:10:00,090
Let's think about this.
244
00:10:00,390 --> 00:10:02,670
When you're building out your
dashboard, these are the things to.
245
00:10:02,949 --> 00:10:03,970
To watch yourself.
246
00:10:04,030 --> 00:10:06,189
So on the left side you can
see you have your three second
247
00:10:06,189 --> 00:10:07,390
video views and impressions.
248
00:10:07,420 --> 00:10:10,300
That is gonna be important as we're
talking about our attention metric.
249
00:10:10,870 --> 00:10:13,300
After you get below that, your
average video watch time, how
250
00:10:13,300 --> 00:10:14,290
long are they staying on the how?
251
00:10:14,380 --> 00:10:14,890
The watching.
252
00:10:15,310 --> 00:10:18,310
Now you could have an argument
if you're talking about images.
253
00:10:18,579 --> 00:10:22,510
Images For us, although they are
important, nine times outta 10, I'm
254
00:10:22,510 --> 00:10:25,480
gonna opt for a video because I'm
able to build a secondary audience
255
00:10:25,480 --> 00:10:26,949
of those that have watched it.
256
00:10:27,720 --> 00:10:28,950
What about my unique clickthrough?
257
00:10:29,220 --> 00:10:31,140
We all found a very important lesson.
258
00:10:31,200 --> 00:10:35,190
Facebook had a big, a big, big glitch
a couple days ago, and we're going
259
00:10:35,190 --> 00:10:39,360
through just cons, like purchases
rather than unique purchases.
260
00:10:39,750 --> 00:10:44,070
Need to compare the both metrics, both,
um, as is the metric, as is click-through
261
00:10:44,070 --> 00:10:45,750
rate versus unique click-through rate.
262
00:10:45,960 --> 00:10:47,100
There's gonna be a difference.
263
00:10:47,490 --> 00:10:48,480
Average, the both together.
264
00:10:48,990 --> 00:10:51,360
Then obviously, of course, Euro
rose and the revenue driven
265
00:10:51,360 --> 00:10:53,550
from it cannot separate the two.
266
00:10:53,700 --> 00:10:54,930
Talk about why in a little bit.
267
00:10:56,505 --> 00:10:56,985
Attention.
268
00:10:57,675 --> 00:11:00,165
Are they watching every
impression as you scroll?
269
00:11:00,345 --> 00:11:02,535
There's a certain amount of time,
small amount of seconds that have
270
00:11:02,535 --> 00:11:04,965
to spend on that ad before you
get charged for that impression.
271
00:11:05,235 --> 00:11:06,465
How does each platform work?
272
00:11:07,065 --> 00:11:09,165
O C P M, we're gonna charge you on C P M.
273
00:11:09,315 --> 00:11:11,925
I'm gonna charge you on each
impression, so we wanna make sure
274
00:11:11,925 --> 00:11:16,845
that the ad itself is driving enough
attention, but what about the interest?
275
00:11:16,875 --> 00:11:18,975
How are they staying on it
long enough to be watching it.
276
00:11:20,370 --> 00:11:21,150
Of course desire.
277
00:11:21,150 --> 00:11:21,870
Are they clicking?
278
00:11:21,900 --> 00:11:22,920
Are they taking more through?
279
00:11:23,520 --> 00:11:26,670
Ad earns the click the
page converts the click.
280
00:11:26,940 --> 00:11:30,870
The only inverse is if the page
is more informative or if the ad
281
00:11:30,870 --> 00:11:34,080
is more informative, and then you
have the page earning, or sorry,
282
00:11:34,080 --> 00:11:36,720
the ad earning the click, and then
the page earning the purchase.
283
00:11:38,430 --> 00:11:39,180
What about action?
284
00:11:39,270 --> 00:11:40,680
Well, this is the purchase.
285
00:11:40,890 --> 00:11:43,440
The only other way that you can
kind of move around this is maybe
286
00:11:43,440 --> 00:11:45,810
they're adding the carts 'cause you
have a great abandoned cart flow.
287
00:11:46,020 --> 00:11:50,250
Maybe you have a do, uh, a couple
other metrics right before this, I
288
00:11:50,250 --> 00:11:52,230
really want us focusing on purchase.
289
00:11:53,430 --> 00:11:54,330
How do we build this?
290
00:11:54,330 --> 00:11:56,910
So I'll go into it one by one
and show you once we get out
291
00:11:56,910 --> 00:11:58,830
into our correlation dashboards.
292
00:11:59,040 --> 00:12:02,670
But ultimately when you're building in
ads reporting, you're gonna go right
293
00:12:02,670 --> 00:12:04,980
to metrics on the right side, and
we'll pull it up for you in a second.
294
00:12:05,520 --> 00:12:06,420
You're gonna go create.
295
00:12:06,920 --> 00:12:09,959
You can choose three seconds over
impressions and it can format it.
296
00:12:09,959 --> 00:12:12,329
So it's always like, uh, percentage.
297
00:12:12,689 --> 00:12:13,589
So it looks like this.
298
00:12:21,089 --> 00:12:22,110
So already meeting with, thankfully,
299
00:12:27,040 --> 00:12:29,780
I'm, I'm sneaking, I'm cheating
a little bit here, but.
300
00:12:39,359 --> 00:12:40,020
I already got it made.
301
00:12:40,410 --> 00:12:45,540
So if I wanted to create it again, I
come and create, I call it attention.
302
00:12:45,569 --> 00:12:47,130
I'm not gonna make it
'cause I already have it.
303
00:12:47,760 --> 00:12:50,729
Describe it once more
and I'll go Impressions.
304
00:12:54,589 --> 00:12:55,260
Three second.
305
00:12:55,910 --> 00:12:56,620
Three second.
306
00:12:56,620 --> 00:12:57,099
View times.
307
00:12:58,050 --> 00:13:00,180
My impression, make sure you come up here.
308
00:13:00,449 --> 00:13:03,990
Chief percentage, you don't want the
report, you don't want this report only.
309
00:13:03,990 --> 00:13:05,910
You want all reports so that
it can be shared throughout
310
00:13:05,910 --> 00:13:06,959
your entire business manager.
311
00:13:07,349 --> 00:13:09,780
But like I said, I already made
this stuff, so I'm just gonna make
312
00:13:09,780 --> 00:13:15,510
sure I select it here and drag
it on across plain and simple.
313
00:13:15,510 --> 00:13:19,319
So again, I'm an AS reporting,
and you go into metrics.
314
00:13:19,319 --> 00:13:20,370
You can create your own.
315
00:13:20,699 --> 00:13:22,500
There's a couple other ones
I'll talk to at the end just
316
00:13:22,500 --> 00:13:23,180
for a little bit of a bonus.
317
00:13:23,775 --> 00:13:27,615
Um, but these are how I make a lot of my
decisions in each one of our accounts.
318
00:13:27,885 --> 00:13:31,365
It's extremely important to understand
how your ads are doing specifically, and
319
00:13:31,365 --> 00:13:35,535
not too many people are taking the time
to make judgements off of ads reporting,
320
00:13:35,625 --> 00:13:37,905
and the first initial vanity metrics.
321
00:13:38,895 --> 00:13:40,454
I'll slide this back over here.
322
00:13:42,555 --> 00:13:42,735
Cool.
323
00:13:42,735 --> 00:13:44,324
We'll continue to talk through this.
324
00:13:45,795 --> 00:13:47,954
So we have to build that ADA
dashboard, which we kind of talked
325
00:13:47,954 --> 00:13:50,505
briefly about, which is a three
second watch time, average view
326
00:13:50,505 --> 00:13:52,605
time, and obviously unique C T R.
327
00:13:53,400 --> 00:13:54,270
Specifically link.
328
00:13:54,719 --> 00:13:57,329
Now, if you see on the right side, this
is the screenshot of a a correlation
329
00:13:57,329 --> 00:14:00,060
dashboard that some of you have
already asked me for and wanted to use.
330
00:14:00,359 --> 00:14:02,069
If you haven't, feel free to email me.
331
00:14:02,074 --> 00:14:03,089
I'll put that at the bottom.
332
00:14:03,390 --> 00:14:06,839
It's one of the easiest ways to build,
or you can do what I just showed
333
00:14:06,839 --> 00:14:10,140
you and build it already into your
platform, build it into ads reporting
334
00:14:10,145 --> 00:14:11,880
so that report saves for you forever.
335
00:14:12,120 --> 00:14:14,760
Automate that report on
a weekly or daily basis.
336
00:14:15,270 --> 00:14:15,900
I'll show you at the end.
337
00:14:17,339 --> 00:14:19,890
You cannot forget to combine
it with a purchase intent.
338
00:14:20,295 --> 00:14:25,844
Because as we found, it's not all
about the clicks, CPMs or C T R 'cause
339
00:14:25,844 --> 00:14:29,685
there's still a bunch of metrics, uh,
posts that actually matter most to us.
340
00:14:29,805 --> 00:14:33,464
Well, I'm an e-comm guy, so if you're
not building ads that are driving
341
00:14:33,464 --> 00:14:37,064
actually down funnel metrics and you're
just working off of c t r and, and
342
00:14:37,064 --> 00:14:40,724
impressions and, and cost per click,
it's not gonna drive the action.
343
00:14:40,724 --> 00:14:43,694
It's not gonna drive the predictable
revenue or predictable down
344
00:14:43,694 --> 00:14:44,805
funnel metrics that you expect.
345
00:14:45,600 --> 00:14:48,660
So, of course we need the purchase
intent to be cost credit cart, cost
346
00:14:48,660 --> 00:14:50,370
per initiate, checkout, CP and roas.
347
00:14:50,760 --> 00:14:54,180
All these correlations directly
relate towards the overall
348
00:14:54,180 --> 00:14:55,890
C P A, of course, right?
349
00:14:55,890 --> 00:14:56,910
Duh, Nick, I get it.
350
00:14:57,540 --> 00:15:00,360
But they do need a big, they
do need to mix and B together.
351
00:15:00,840 --> 00:15:03,150
So you have your ADA dashboards
and vanity metrics, top of
352
00:15:03,150 --> 00:15:04,650
funnel directional information.
353
00:15:04,920 --> 00:15:07,020
Then you have also the bottom
of the funnel where it's gonna
354
00:15:07,020 --> 00:15:08,850
talk about your purchase intent.
355
00:15:09,270 --> 00:15:10,740
Are people taking action further?
356
00:15:10,740 --> 00:15:12,930
Is that ad not just earning
the click, but pushing down
357
00:15:12,930 --> 00:15:14,580
the funnel's time to find out.
358
00:15:16,079 --> 00:15:17,099
Think about this, right?
359
00:15:17,490 --> 00:15:23,010
If your ad's gonna be successful in 2020,
it has to be educational, has to have
360
00:15:23,280 --> 00:15:27,660
some sort of entertainment, if you want
to call it edutainment, be my guess.
361
00:15:27,660 --> 00:15:30,630
'cause that's exactly what you need
and it has to communicate the solve
362
00:15:30,930 --> 00:15:32,130
top, middle, bottom of funnel.
363
00:15:32,160 --> 00:15:33,510
You do have to be a little bit more.
364
00:15:33,839 --> 00:15:35,819
Um, cinematic and storyboarding on this.
365
00:15:36,120 --> 00:15:39,030
I'm not saying the quality of the video
has to be super high, which you'll see
366
00:15:39,030 --> 00:15:42,360
as we get a little bit further down, but
it just has to be able to communicate
367
00:15:42,360 --> 00:15:45,329
directly in each one of these ads
in the first three to five seconds.
368
00:15:45,719 --> 00:15:47,370
What it is you want the consumer to do.
369
00:15:47,579 --> 00:15:50,130
You want them to continue to watch more
so you can be able that audience you
370
00:15:50,130 --> 00:15:53,070
want them, give them onto the page,
maybe driving to an advertorial, a
371
00:15:53,076 --> 00:15:56,490
little bit more of an infomercial page,
or you wanna drive them to that product
372
00:15:56,490 --> 00:15:58,439
page to potentially make that purchase.
373
00:16:00,180 --> 00:16:01,469
I'll ask you this one thing though.
374
00:16:02,115 --> 00:16:05,355
Ccp, M C P C and C T R are
not the main way we measure.
375
00:16:05,355 --> 00:16:08,445
We've set a bunch, a bunch of
money, millions of dollars to
376
00:16:08,445 --> 00:16:12,435
understand that this is not the way
that we look and measure success.
377
00:16:12,975 --> 00:16:13,515
How do we do it?
378
00:16:13,965 --> 00:16:14,745
What about this?
379
00:16:15,105 --> 00:16:17,685
I'm gonna take some time on this,
so I'm gonna show you a couple ads.
380
00:16:17,955 --> 00:16:20,565
If you wanna write down some notes,
I definitely highlight, suggest this.
381
00:16:20,895 --> 00:16:22,695
If not, just enjoy the show.
382
00:16:23,445 --> 00:16:26,295
Each of one of these ads I'm about
to show you have spent over $500.
383
00:16:26,715 --> 00:16:29,265
Each one of the ads are
optimizing for conversion as well.
384
00:16:29,535 --> 00:16:32,475
So I don't want anybody complaining
going, okay, Nick, you're talking
385
00:16:32,475 --> 00:16:33,915
about an ad that's not even optimized.
386
00:16:34,125 --> 00:16:37,245
I promise you my friend, they're
all optimized for conversion.
387
00:16:37,935 --> 00:16:40,095
So we're gonna talk about top
of the funnel, top of the funnel
388
00:16:40,095 --> 00:16:42,285
called prospecting, L one,
whatever you wanna call it.
389
00:16:43,755 --> 00:16:45,705
I want your opinions,
so we have A versus B.
390
00:16:45,765 --> 00:16:47,595
So I'm gonna shut up
shortly, I promise you.
391
00:16:47,955 --> 00:16:49,275
But I still want to have your opinion.
392
00:16:49,275 --> 00:16:50,625
I want to debate a little bit about this.
393
00:16:50,625 --> 00:16:52,605
So if you are in the chat, let's go.
394
00:16:52,605 --> 00:16:53,385
Let's go after it.
395
00:16:53,475 --> 00:16:53,985
Hit me up.
396
00:16:54,015 --> 00:16:54,675
I'm there.
397
00:16:55,125 --> 00:16:55,635
Go for it.
398
00:16:56,849 --> 00:16:57,900
Prospecting ad number one.
399
00:16:58,229 --> 00:16:58,530
Ready?
400
00:17:15,869 --> 00:17:16,159
Okay.
401
00:17:16,950 --> 00:17:17,369
One.
402
00:17:17,819 --> 00:17:18,300
There's one.
403
00:17:21,450 --> 00:17:21,839
Why?
404
00:17:22,230 --> 00:17:23,250
So ask these questions.
405
00:17:23,849 --> 00:17:24,270
Why I.
406
00:17:25,065 --> 00:17:25,725
Are people clicking?
407
00:17:25,995 --> 00:17:26,925
Why would they care?
408
00:17:28,695 --> 00:17:29,775
Maybe you're a fashionista.
409
00:17:30,015 --> 00:17:32,415
I don't really like that word, but
maybe you're into fashion, right?
410
00:17:32,420 --> 00:17:35,835
Maybe you are a female and you're
interested in what's what has just
411
00:17:35,835 --> 00:17:37,695
been seen to watch it one more time.
412
00:17:53,639 --> 00:17:54,240
It's quick.
413
00:17:54,480 --> 00:17:56,460
It's very, very quick, but
there's a handful of frames that
414
00:17:56,460 --> 00:17:57,420
you could potentially watch.
415
00:17:57,660 --> 00:17:59,220
So maybe you're interested in a new style.
416
00:17:59,310 --> 00:18:02,070
Maybe you saw an attractive individual
that you're like, Hey, I wanna
417
00:18:02,070 --> 00:18:03,240
see what, what frame was that one?
418
00:18:03,300 --> 00:18:03,600
Okay.
419
00:18:04,004 --> 00:18:05,115
Maybe like aviators.
420
00:18:05,115 --> 00:18:06,465
Maybe you want the the BOGO deal.
421
00:18:06,465 --> 00:18:09,105
There's a couple of these that
might be there, but these are
422
00:18:09,105 --> 00:18:11,264
the three main questions we're
gonna ask is, who's this for?
423
00:18:12,105 --> 00:18:15,044
Designing the ad top of funnel
that's specifically for a
424
00:18:15,044 --> 00:18:16,335
consumer that you have in mind.
425
00:18:16,544 --> 00:18:18,735
It's very angle driven,
angle focused, right?
426
00:18:18,915 --> 00:18:21,794
How are we building those ads
specifically to speak to a consumer?
427
00:18:22,004 --> 00:18:23,115
This is the way we approach it.
428
00:18:23,145 --> 00:18:24,315
Who's this one app for?
429
00:18:24,735 --> 00:18:26,685
Well, why are they gonna click What?
430
00:18:26,690 --> 00:18:28,544
What is it about this that's
gonna make them click?
431
00:18:28,889 --> 00:18:32,909
To me, the transitions, the social
proof, the the attractive looking
432
00:18:32,909 --> 00:18:34,409
individuals, the smiling of it.
433
00:18:34,620 --> 00:18:36,060
People love looking at that smile.
434
00:18:36,060 --> 00:18:37,860
People love and are gonna react to that.
435
00:18:37,949 --> 00:18:40,260
Specifically, what are they gonna buy?
436
00:18:40,620 --> 00:18:41,520
This is a big question.
437
00:18:41,524 --> 00:18:45,240
The reason why I ask this is so many
other advertisers, as I see when I look
438
00:18:45,240 --> 00:18:48,270
through accounts or when I look through
some of my team's work, and I ask
439
00:18:48,270 --> 00:18:50,129
them, What are they gonna buy on this?
440
00:18:50,129 --> 00:18:52,530
Make sure that AD is driving
them to a place where they can
441
00:18:52,530 --> 00:18:55,080
actually take an action based
off where they just came from.
442
00:18:55,650 --> 00:18:58,379
Add to page congruency is something
that people are not talking enough
443
00:18:58,385 --> 00:19:00,300
about and it's very, very important.
444
00:19:02,010 --> 00:19:02,820
Okay, number two.
445
00:19:02,825 --> 00:19:03,270
You ready for this?
446
00:19:04,430 --> 00:19:04,550
I
447
00:19:12,600 --> 00:19:12,890
good.
448
00:19:13,140 --> 00:19:13,950
Did you get that?
449
00:19:30,340 --> 00:19:30,630
Okay.
450
00:19:31,380 --> 00:19:33,990
Similar elements, but different.
451
00:19:33,990 --> 00:19:34,350
Same.
452
00:19:34,350 --> 00:19:35,580
Same, but different.
453
00:19:36,330 --> 00:19:37,110
How do you think it worked?
454
00:19:37,170 --> 00:19:37,320
Why?
455
00:19:37,320 --> 00:19:38,630
Why would someone wanna stop on this?
456
00:19:39,435 --> 00:19:40,725
Very similar to the first one, right?
457
00:19:40,785 --> 00:19:41,595
It's SIUs.
458
00:19:41,595 --> 00:19:42,615
There's some social proof.
459
00:19:42,795 --> 00:19:44,145
You can see the great offer.
460
00:19:44,325 --> 00:19:46,035
There's multiple frames in this.
461
00:19:46,305 --> 00:19:48,585
So which one is it?
462
00:19:49,935 --> 00:19:51,795
A or B?
463
00:19:57,075 --> 00:19:58,185
If you said B, you win.
464
00:19:58,695 --> 00:19:59,175
Why?
465
00:19:59,505 --> 00:20:03,495
What is it about B that made individuals
really wanna make this purchase?
466
00:20:04,425 --> 00:20:08,294
If we make this conclusion, part of
this is a little bit of subjectivity,
467
00:20:08,594 --> 00:20:10,274
of course I'm always up for debate.
468
00:20:10,485 --> 00:20:12,735
Maybe hit a great audience,
maybe hit a great pocket.
469
00:20:13,215 --> 00:20:16,935
These could have ran broad for all
I know on this, but what I can tell
470
00:20:16,935 --> 00:20:21,554
you is that all the metrics that the
attention, a 21% of these people.
471
00:20:21,885 --> 00:20:22,785
Of three.
472
00:20:22,845 --> 00:20:23,745
Three, uh, three.
473
00:20:23,745 --> 00:20:25,215
Second view to impression ratio.
474
00:20:25,485 --> 00:20:26,115
Watch this.
475
00:20:26,145 --> 00:20:28,485
Five seconds of the total
video was being watched.
476
00:20:28,725 --> 00:20:31,695
The cost per added car was cheapest,
and obviously the C P A was
477
00:20:31,695 --> 00:20:33,045
online for us to make a success.
478
00:20:33,315 --> 00:20:34,515
Let's go back and watch one more time.
479
00:20:34,515 --> 00:20:35,985
Let's talk about the
elements of why it worked.
480
00:20:38,910 --> 00:20:40,620
First call the aviators you love.
481
00:20:40,680 --> 00:20:46,410
Uh, what, which aviators is that I love
instantly hitting you with social proof.
482
00:20:46,590 --> 00:20:49,800
I'm already two seconds in and
you're seeing multiple styles,
483
00:20:49,980 --> 00:20:51,480
multiple girls using this.
484
00:20:51,540 --> 00:20:52,140
I love it.
485
00:20:52,140 --> 00:20:53,340
They obviously love it.
486
00:20:58,784 --> 00:20:59,235
Offer.
487
00:20:59,235 --> 00:21:01,995
Oh, we, we hit him with the statement.
488
00:21:02,264 --> 00:21:05,325
We showed him with the social proof,
and we provided an offer immediately.
489
00:21:05,565 --> 00:21:07,835
All these transitions within at
least the first four seconds.
490
00:21:12,960 --> 00:21:16,200
It never stops moving and it hits
you with a solid call to action.
491
00:21:16,590 --> 00:21:19,560
Those things to me make up
all the right type of ads.
492
00:21:19,680 --> 00:21:20,640
You have an offer involved.
493
00:21:20,645 --> 00:21:23,550
I don't think the offer is always
necessary, but I do believe that it
494
00:21:23,550 --> 00:21:26,880
executes extremely well here, and
you're gonna buy, sending or frames.
495
00:21:27,000 --> 00:21:30,120
Most likely you're gonna wanna try to get
a deal with this because I am a shopper.
496
00:21:30,150 --> 00:21:31,230
How are you incentivizing me?
497
00:21:31,230 --> 00:21:34,200
Or else I'm just gonna go into the
corner market and buy it for myself.
498
00:21:35,835 --> 00:21:36,585
So it works.
499
00:21:37,005 --> 00:21:38,475
Okay, let's move a little
bit further down the funnel.
500
00:21:38,685 --> 00:21:40,245
This is probably the hardest one.
501
00:21:40,245 --> 00:21:42,525
I will tell you, and I'm
gonna shut myself up.
502
00:21:42,525 --> 00:21:43,005
I promise you.
503
00:21:43,005 --> 00:21:43,485
I'll shut up.
504
00:21:43,755 --> 00:21:46,335
But I want you guys to really think
through this before you see it.
505
00:21:47,175 --> 00:21:51,855
We're selling jewelry here, high
end jewelry at that A versus B.
506
00:21:53,655 --> 00:21:53,985
Ready?
507
00:22:01,905 --> 00:22:02,445
Did you catch it?
508
00:22:03,075 --> 00:22:03,675
Let's go one more time.
509
00:22:10,230 --> 00:22:10,500
Okay.
510
00:22:12,810 --> 00:22:13,530
Who's this for?
511
00:22:16,770 --> 00:22:18,000
It's, it's for Michelle.
512
00:22:18,000 --> 00:22:21,659
Clearly as we can see that it looks
like it's handmade and unique, right?
513
00:22:21,659 --> 00:22:24,870
For an individual that maybe it's a
custom made frame, or sorry, maybe
514
00:22:24,870 --> 00:22:26,790
it's a custom made, uh, jewelry piece.
515
00:22:28,260 --> 00:22:29,790
Why are people gonna
stop and click on this?
516
00:22:29,790 --> 00:22:31,050
Well, it looks beautiful, right?
517
00:22:31,050 --> 00:22:32,490
It, it does look really beautiful.
518
00:22:32,640 --> 00:22:33,720
It does look really unique.
519
00:22:33,930 --> 00:22:35,130
And it's clearly real.
520
00:22:35,730 --> 00:22:38,190
Or is it, it's a debate, right?
521
00:22:38,220 --> 00:22:39,330
Maybe I'm interested in this.
522
00:22:39,540 --> 00:22:40,200
I wanna buy that.
523
00:22:40,200 --> 00:22:41,010
Maybe I want something else.
524
00:22:41,015 --> 00:22:43,260
When I land on that site,
we are selling jewelry.
525
00:22:44,310 --> 00:22:45,480
I'll check this one out.
526
00:23:05,865 --> 00:23:06,435
Not bad, right?
527
00:23:22,905 --> 00:23:23,255
Grace.
528
00:23:23,325 --> 00:23:27,945
Very cinematic transitions were
smooth, showed the beginning process.
529
00:23:27,945 --> 00:23:29,925
It looks like it's being
handmade as he is polishing it.
530
00:23:30,975 --> 00:23:31,605
All the things.
531
00:23:31,605 --> 00:23:32,535
All the things.
532
00:23:33,285 --> 00:23:34,005
Jewelry lovers.
533
00:23:34,275 --> 00:23:34,845
Maybe you love it.
534
00:23:34,845 --> 00:23:38,175
Maybe you, it's you, it's Kim be so
clearly it's a customizable piece.
535
00:23:38,715 --> 00:23:39,645
Why are they gonna click on this?
536
00:23:39,645 --> 00:23:41,115
Maybe, why are they gonna be interested?
537
00:23:41,325 --> 00:23:42,225
Well, it's pretty close up.
538
00:23:42,555 --> 00:23:43,695
It does look very handmade.
539
00:23:43,725 --> 00:23:46,875
'cause you see it as, as they're
polishing it, what are they gonna buy?
540
00:23:46,965 --> 00:23:49,665
Well, it's probably this jewelry,
probably this piece of necklace.
541
00:23:49,965 --> 00:23:52,695
Um, but there might be other pieces
of jewelry that they want there.
542
00:23:54,885 --> 00:23:55,755
Which one are you gonna go with?
543
00:24:00,705 --> 00:24:01,635
You did not guess this.
544
00:24:01,665 --> 00:24:05,775
I guarantee you, you do not guess
that the iPhone shot video was
545
00:24:05,775 --> 00:24:06,885
the one that did much better.
546
00:24:07,845 --> 00:24:08,685
Let's debate why.
547
00:24:08,690 --> 00:24:09,825
Why do you think that is?
548
00:24:09,885 --> 00:24:11,505
I would love to talk to
you about that in the chat.
549
00:24:12,165 --> 00:24:12,975
I, I'll tell you why.
550
00:24:12,980 --> 00:24:13,605
I think it is.
551
00:24:14,475 --> 00:24:16,905
People want to understand that this is, I.
552
00:24:17,475 --> 00:24:22,335
So real, and so the iPhone angle, the
fact that it's shot with the phone and
553
00:24:22,335 --> 00:24:26,085
it's selling such an expensive piece,
the average cost per purchase is between
554
00:24:26,085 --> 00:24:32,625
300 $500, which is a $2,000 a, a 1000
to $2,000 piece for it to be profitable.
555
00:24:33,255 --> 00:24:36,465
This is something that blows me
away every single time I see it.
556
00:24:36,645 --> 00:24:39,795
And I'm not a huge fan about selling
jewelry, especially high-end jewelry
557
00:24:39,945 --> 00:24:42,285
'cause of how much money you have
to spend to acquire that purchase.
558
00:24:42,615 --> 00:24:45,885
But this changed the game
for this brand specifically.
559
00:24:46,095 --> 00:24:49,335
We thought we had to invest, we thought
we had to have a, a high-end shots.
560
00:24:49,545 --> 00:24:53,325
We thought we had to bring in nice
cameras as soon as we started pumping
561
00:24:53,325 --> 00:24:54,885
out as much creative as possible.
562
00:24:55,005 --> 00:24:59,565
And we're able to see that iPhone shot
for a jewelry piece that was almost more
563
00:24:59,565 --> 00:25:00,855
than the iPhone that we shot it with.
564
00:25:01,229 --> 00:25:03,239
Was something that
changed and blew our mind.
565
00:25:03,239 --> 00:25:03,899
Absolutely.
566
00:25:04,169 --> 00:25:05,489
You cannot be afraid of this.
567
00:25:05,969 --> 00:25:09,179
So from the attention level,
almost double, or, sorry,
568
00:25:09,300 --> 00:25:11,399
almost triple the watch time.
569
00:25:11,459 --> 00:25:12,330
Three seconds long.
570
00:25:12,629 --> 00:25:17,790
This is debatable because the
video length of this one is
571
00:25:17,790 --> 00:25:18,959
much shorter than the other.
572
00:25:19,110 --> 00:25:20,699
I will, I I will recognize that.
573
00:25:20,699 --> 00:25:24,959
So the looping element of this might make
it watched, uh, a little bit more than,
574
00:25:24,959 --> 00:25:26,760
uh, than, than the, than the normal one.
575
00:25:27,735 --> 00:25:30,345
But it's still undeniable with
how much cheaper the CPA A is.
576
00:25:30,615 --> 00:25:31,965
All the other metrics fall in line.
577
00:25:36,555 --> 00:25:38,175
Okay, let's go one more.
578
00:25:38,205 --> 00:25:39,345
Let's go even deeper down the funnel.
579
00:25:41,205 --> 00:25:41,985
This is gonna be a good one too.
580
00:25:42,195 --> 00:25:45,255
So if you mess up on the last
two, try to redeem yourself.
581
00:25:45,285 --> 00:25:47,895
We're all the way at the bottom of
the funnel and see what you got.
582
00:25:48,285 --> 00:25:48,735
First one.
583
00:26:16,409 --> 00:26:16,919
Not bad.
584
00:26:18,270 --> 00:26:19,169
What are people gonna buy?
585
00:26:22,379 --> 00:26:24,689
Probably because you hit a P D P, right?
586
00:26:24,780 --> 00:26:27,959
We showed you the, all the jeans
that is, we showed you all the jeans
587
00:26:27,965 --> 00:26:28,980
that we have in the collection.
588
00:26:29,310 --> 00:26:32,159
Even maybe you went to collection page
and you're just shopping from that with
589
00:26:32,159 --> 00:26:34,199
the added card buttons for quick shop.
590
00:26:35,129 --> 00:26:38,820
Why I think people are gonna be clicking
on this and we'll watch it one more time
591
00:26:38,820 --> 00:26:39,959
just so you guys can get this through.
592
00:26:39,959 --> 00:26:40,590
You see the next one?
593
00:26:40,830 --> 00:26:42,149
Pretty similar but a little bit different.
594
00:26:42,929 --> 00:26:43,949
They're knocking.
595
00:26:44,655 --> 00:26:47,504
All of the objections of why
someone would wanna wear this
596
00:26:47,715 --> 00:26:48,975
because she's lounging in her jeans.
597
00:26:49,004 --> 00:26:51,584
How often do you come home Jeans And the
first thing you wanna do is take them off.
598
00:26:51,975 --> 00:26:55,635
'cause it's so uncomfortable that the
fact that they kept highlighting it, how
599
00:26:55,635 --> 00:26:59,205
comfortable it was in your helm, how,
how she was relaxing in it is something
600
00:26:59,205 --> 00:27:03,074
that you're just subconsciously breaking
down why someone would wanna wear,
601
00:27:03,105 --> 00:27:07,155
where someone would actually wanna wear
these mountain bow jeans at their house.
602
00:27:07,830 --> 00:27:11,040
Other than changing into more comfortable
clothes, what are they gonna buy?
603
00:27:11,460 --> 00:27:12,450
These pair of jeans.
604
00:27:12,630 --> 00:27:14,940
Where could you drop them
off on this after this ad?
605
00:27:15,330 --> 00:27:17,640
Well, you certainly could drop
'em back to the p d P of the jeans
606
00:27:17,640 --> 00:27:20,580
that they just came back from, or
you drop 'em into that collection.
607
00:27:20,580 --> 00:27:20,610
I.
608
00:27:21,135 --> 00:27:22,095
It's pretty straightforward.
609
00:27:22,335 --> 00:27:23,835
I think it, it's gonna do its job.
610
00:27:25,635 --> 00:27:26,715
Okay, let's hit in with this one.
611
00:27:34,304 --> 00:27:35,054
I'm gonna pause this.
612
00:27:35,054 --> 00:27:36,105
I'm breaking my own rules.
613
00:27:36,195 --> 00:27:38,565
Do you see the first three
objections that we went from?
614
00:27:39,040 --> 00:27:39,850
Go back and forth.
615
00:27:41,340 --> 00:27:49,920
1, 2, 3, 4.
616
00:27:54,670 --> 00:27:59,170
Okay, so the only difference here,
hopefully you caught it, was the
617
00:27:59,170 --> 00:28:01,240
lifestyle shots out on the streets.
618
00:28:01,510 --> 00:28:03,010
I think it was so well done.
619
00:28:03,190 --> 00:28:04,300
Let's find out which
one of those did better.
620
00:28:05,820 --> 00:28:07,020
Same exact rules apply.
621
00:28:07,260 --> 00:28:11,399
The only difference that we saw here
was that section of the lifestyle stuff.
622
00:28:11,820 --> 00:28:13,020
So which one do you think worked best?
623
00:28:15,764 --> 00:28:16,695
The one with the lifestyle.
624
00:28:17,205 --> 00:28:18,865
Let's watch it one more time
so you guys can understand why.
625
00:28:20,655 --> 00:28:21,264
Objection.
626
00:28:21,425 --> 00:28:22,985
Knocking object.
627
00:28:23,264 --> 00:28:23,345
Knocking.
628
00:28:23,584 --> 00:28:24,304
A little bit of a quote.
629
00:28:27,855 --> 00:28:28,465
Objection.
630
00:28:30,534 --> 00:28:31,145
Objection.
631
00:28:31,304 --> 00:28:31,465
Knocking.
632
00:28:38,205 --> 00:28:38,945
And then here we go.
633
00:28:45,675 --> 00:28:45,945
Okay.
634
00:28:45,945 --> 00:28:47,115
Speeds Up towards the end.
635
00:28:47,175 --> 00:28:47,865
I, I loved it.
636
00:28:47,865 --> 00:28:49,575
I think this was a well shot ad.
637
00:28:49,845 --> 00:28:52,544
Really highlighted all the elements
with, kept it a little bit more
638
00:28:52,544 --> 00:28:54,375
fashionista fashion forward.
639
00:28:55,305 --> 00:28:58,544
The data spoke for itself
19%, over 12% of the interest.
640
00:28:58,725 --> 00:29:00,345
Five seconds of that video was watched.
641
00:29:00,345 --> 00:29:01,245
More cost.
642
00:29:01,245 --> 00:29:04,185
Bracket cards were cheaper and
obviously CPAs were cheaper.
643
00:29:06,150 --> 00:29:06,270
Now.
644
00:29:06,270 --> 00:29:08,820
With all that being said, I hope you
took away a little bit of like how I'm
645
00:29:08,820 --> 00:29:12,180
analyzing this, how I'm breaking this
down, but what about how do we stop
646
00:29:12,180 --> 00:29:13,830
from, from mitigating overall spend?
647
00:29:14,100 --> 00:29:16,830
Well, this is gonna get into
like the, the theory and thoughts
648
00:29:16,830 --> 00:29:17,910
of how we make decisions.
649
00:29:18,660 --> 00:29:21,990
So I'm gonna use an example specifically
from a brand that we're running with and
650
00:29:21,990 --> 00:29:27,014
show you how like there are two, there
are two, um, Specific documents that
651
00:29:27,014 --> 00:29:31,455
we use, but you can still build this
out inside of ads reporting, or you can
652
00:29:31,455 --> 00:29:33,044
just email me and ask for the templates.
653
00:29:33,284 --> 00:29:35,175
I'm more than happy to share
with you as well as some videos
654
00:29:35,175 --> 00:29:35,985
of how to do it yourself.
655
00:29:37,030 --> 00:29:40,260
So there's two things that we take into
consideration, and a lot of people, uh,
656
00:29:40,290 --> 00:29:42,720
teach and preach two different styles.
657
00:29:42,960 --> 00:29:46,200
Ultimately, it's coming down
to your gated decision making.
658
00:29:46,260 --> 00:29:50,100
Gated decision making is a theory
based around if your, the likelihood
659
00:29:50,100 --> 00:29:54,000
of your clicks turning to carts,
carts turning into purchases,
660
00:29:54,060 --> 00:29:57,180
and purchases being underneath
the cpa a that you want it to be.
661
00:29:57,750 --> 00:30:01,920
So all, all I'm trying to say
is if you allow each ad that you
662
00:30:01,920 --> 00:30:04,139
run, Spend at least one a o b.
663
00:30:04,409 --> 00:30:07,980
Now, some of you're saying, well,
Nick, my a o b might be $2,000, $2,000.
664
00:30:08,429 --> 00:30:08,940
Guess what?
665
00:30:08,940 --> 00:30:11,610
You're gonna have to move closer
down, or you're gonna have to move a
666
00:30:11,610 --> 00:30:12,690
little bit further down the funnel.
667
00:30:12,899 --> 00:30:15,510
What is your average cost per
car that equals, that more
668
00:30:15,510 --> 00:30:16,950
likely equals a purchase.
669
00:30:17,220 --> 00:30:19,560
You're gonna have to start
building correlations or decision
670
00:30:19,560 --> 00:30:21,840
making off of that, which I'll
share with you in a second.
671
00:30:22,950 --> 00:30:24,389
Did it spend one X a o V?
672
00:30:24,690 --> 00:30:25,110
No.
673
00:30:25,169 --> 00:30:25,409
Okay.
674
00:30:25,409 --> 00:30:26,879
We're probably gonna let
that continue to run.
675
00:30:27,149 --> 00:30:27,600
Did it?
676
00:30:27,690 --> 00:30:28,230
Yes.
677
00:30:28,290 --> 00:30:29,520
Did he get a purchase?
678
00:30:29,939 --> 00:30:31,590
No it didn't.
679
00:30:31,590 --> 00:30:35,189
Well, we need to kill it unless
your cost credit carts initiate.
680
00:30:35,189 --> 00:30:37,889
Checkouts allow for me to justify.
681
00:30:37,889 --> 00:30:39,780
This is continuing to run a question.
682
00:30:39,780 --> 00:30:41,010
I'll ask my media buyer a question.
683
00:30:41,010 --> 00:30:43,260
I'll ask the brand, why
did you turn this off?
684
00:30:43,830 --> 00:30:48,060
Your cost credit carts showed that there
might be another purchase coming in
685
00:30:48,064 --> 00:30:50,370
the next two, three, $12 being spent.
686
00:30:50,939 --> 00:30:52,649
Did you know what was gonna happen next?
687
00:30:53,280 --> 00:30:56,550
Most of the time the answer is like, No,
we couldn't afford to spend this much
688
00:30:56,550 --> 00:30:58,980
money or yes, we felt like there was too.
689
00:30:59,070 --> 00:31:01,620
Uh, the cost credit card cost
per initiated checkout was too
690
00:31:01,620 --> 00:31:03,210
high based on our previous data.
691
00:31:04,050 --> 00:31:04,920
Well, what if it did?
692
00:31:05,040 --> 00:31:06,450
How far under target are you gonna go?
693
00:31:06,450 --> 00:31:07,710
Are you gonna let that continue to run?
694
00:31:07,920 --> 00:31:10,530
Maybe you got lucky and the purchase
came in because you only had one
695
00:31:10,535 --> 00:31:12,420
added card and you had one purchase.
696
00:31:13,020 --> 00:31:14,340
There's a couple of questions
you would ask there.
697
00:31:14,340 --> 00:31:18,150
So that duration of time is, if it's
spent one X a o V, we'll select it.
698
00:31:18,150 --> 00:31:19,200
That's within the first day.
699
00:31:19,200 --> 00:31:23,240
If not, continue to let it run if you are
gonna let it run because of the duration.
700
00:31:23,985 --> 00:31:27,015
Was it under your, under your,
uh, leading indicating metrics?
701
00:31:27,015 --> 00:31:30,645
Or was it below, uh, or was it above
your leading indicator metrics?
702
00:31:32,055 --> 00:31:34,755
Lastly is if it did, let that
bad boy continue to spin,
703
00:31:35,025 --> 00:31:36,750
and if it's not, Kill it.
704
00:31:37,050 --> 00:31:38,340
How do we make that decision though?
705
00:31:38,430 --> 00:31:40,740
This is the one thing that I know
you guys are gonna want to take home
706
00:31:41,040 --> 00:31:44,220
is our delayed attribution document
and our correlation dashboard.
707
00:31:44,700 --> 00:31:47,970
So on the right side you can see
we, we pull a nice little automated,
708
00:31:48,210 --> 00:31:51,570
uh, dashboard that allows us to
understand where our dollars are
709
00:31:51,575 --> 00:31:53,040
being spent across the funnel.
710
00:31:53,100 --> 00:31:54,870
Top bottom, D P A.
711
00:31:56,220 --> 00:31:56,730
Uh, most likely.
712
00:31:56,730 --> 00:31:59,879
On the bottom, we're not talking about
dava broad audiences for prospecting,
713
00:31:59,879 --> 00:32:01,050
we're only talking about below.
714
00:32:02,129 --> 00:32:04,200
I need to understand what
happens on one day view.
715
00:32:04,320 --> 00:32:06,510
One day click 20 a day attribution.
716
00:32:06,510 --> 00:32:08,490
That's how Facebook is
wanting us to optimize.
717
00:32:08,670 --> 00:32:11,129
There are some brands out there
that go like, Hey, Nick, we make our
718
00:32:11,129 --> 00:32:12,810
decisions off of a seven day click.
719
00:32:13,020 --> 00:32:15,420
Hey, Nick, we make our decisions
off of a a one day click.
720
00:32:15,630 --> 00:32:16,890
Sure, that's fine.
721
00:32:17,100 --> 00:32:18,600
But there is still gonna be a lift.
722
00:32:18,750 --> 00:32:21,450
And if you're spending primarily on
Facebook or majority of your dollars
723
00:32:21,450 --> 00:32:25,110
on Facebook, this is the proper way in
which you need to make a decision, at
724
00:32:25,110 --> 00:32:27,270
least on a daily account, uh, structure.
725
00:32:27,510 --> 00:32:32,160
Now, you might have a more advanced, uh,
decision making play, or you might have
726
00:32:32,310 --> 00:32:34,440
more, more elements that come into this.
727
00:32:34,830 --> 00:32:41,520
For right now, each product or each part
of the funnel should have a reason why
728
00:32:41,520 --> 00:32:44,760
you're turning it off or turning it on or
turning spend down or turning spend up.
729
00:32:45,510 --> 00:32:48,870
So on prospecting, code,
remarketing or even D p A, you
730
00:32:48,870 --> 00:32:50,100
will get some success metrics.
731
00:32:50,100 --> 00:32:53,939
So I'm gonna show you where I pulled this
from specifically as I go deeper into it.
732
00:32:55,919 --> 00:32:59,939
This automated pull comes from our
one day view, one day click, and what
733
00:32:59,939 --> 00:33:02,580
would happen on that one day versus
what would happen on that 28 day.
734
00:33:03,149 --> 00:33:05,610
And then it's gonna gimme an idea
of like where I could, what I can
735
00:33:05,610 --> 00:33:09,870
afford to have, based upon me hitting
my success metric at one point.
736
00:33:10,050 --> 00:33:10,950
Uh, 1.1.
737
00:33:10,950 --> 00:33:12,179
So let me show you a little bit more.
738
00:33:12,540 --> 00:33:15,540
On that correlation or that
delayed attribution document.
739
00:33:18,930 --> 00:33:20,850
Okay, so let's plug in real quick.
740
00:33:22,500 --> 00:33:24,000
I'm gonna zoom in for everybody here.
741
00:33:28,440 --> 00:33:30,270
So this is data relatively fresh.
742
00:33:31,500 --> 00:33:35,040
And what happens is this will all
automate it and update itself based
743
00:33:35,040 --> 00:33:36,810
on the metrics being pulled here.
744
00:33:37,050 --> 00:33:39,030
This is obviously pulling
off of my cold Ross.
745
00:33:39,270 --> 00:33:43,800
What we did was all we, we simply
exported all campaigns and separated
746
00:33:43,805 --> 00:33:47,580
it within to our one day view or
one day click in our 28 day click.
747
00:33:48,150 --> 00:33:52,500
By exporting our spend as well as the
revenue at each step, we're able to
748
00:33:52,500 --> 00:33:56,220
build the predictability of where that
growth or where that lift is going to be.
749
00:33:57,075 --> 00:33:57,945
What else could you end?
750
00:33:57,945 --> 00:34:00,764
This, you can add a seven day
click, you can have a seven day
751
00:34:00,764 --> 00:34:04,514
view, but I want to know like what
that full day of attribution, what
752
00:34:04,514 --> 00:34:05,955
that full lift of attribution is.
753
00:34:05,955 --> 00:34:07,544
So that's my one day to my 28th day.
754
00:34:08,775 --> 00:34:12,465
Same thing I would do for Hot
ro, deeper down and funnel.
755
00:34:12,705 --> 00:34:15,496
Make sure I label so that anybody that
needs to track this understands that I'm,
756
00:34:15,525 --> 00:34:20,054
where I'm pulling from middle of funnel,
um, a new creative as well as d p A.
757
00:34:20,054 --> 00:34:22,995
So dpa, we like to separate that
out just 'cause it's more often
758
00:34:22,995 --> 00:34:24,495
than not super deep in the funnel.
759
00:34:24,495 --> 00:34:25,875
We're not really running DPAs.
760
00:34:26,145 --> 00:34:26,985
For page views.
761
00:34:26,985 --> 00:34:29,415
We're not really running DPAs
for just overall site visitors.
762
00:34:29,805 --> 00:34:33,915
We're reserving DPAs for add to
cards, to initiate checkouts, and then
763
00:34:33,915 --> 00:34:35,685
obviously our overall spend distribution.
764
00:34:36,075 --> 00:34:39,165
So in the last 30 days for that
spend, about half a million bucks.
765
00:34:39,405 --> 00:34:41,265
I wanna see my over leveraged.
766
00:34:41,295 --> 00:34:44,595
I'm spending, majority of my dollars
are new acquisition, which I believe
767
00:34:44,595 --> 00:34:47,655
is how it should be done because
our job is to acquire new customers.
768
00:34:47,895 --> 00:34:52,065
Facebook is a tool just like a
microwave that heats up a product.
769
00:34:52,065 --> 00:34:52,335
Okay?
770
00:34:52,965 --> 00:34:54,795
Use Facebook for what it's intended to be.
771
00:34:55,485 --> 00:34:58,515
Not as your marketing channel, which
yes, that's how you can describe it,
772
00:34:58,725 --> 00:35:02,655
but as a user acquisition channel
that we know is the easiest and,
773
00:35:02,775 --> 00:35:06,465
and in my opinion, the best way of
acquiring new customers 'cause of the
774
00:35:06,465 --> 00:35:10,395
ability to target and create content
that will kind of siphon it for you.
775
00:35:11,385 --> 00:35:16,413
So I think it's important to keep things
as close as you can, like 60, 40, 70, 30,
776
00:35:16,413 --> 00:35:21,585
60 and 70 being the new acquisition, 30
to 40 being the remarketing and retention.
777
00:35:22,814 --> 00:35:26,805
So when we have all those plugged in,
it's gonna give us a sweet little numbers.
778
00:35:27,194 --> 00:35:31,575
'cause we know our success metric is,
maybe it's a 1.5, maybe it's a 1.7.
779
00:35:33,165 --> 00:35:35,625
What that's gonna do is, as you can see
on the left side, it's gonna update.
780
00:35:35,629 --> 00:35:36,794
It's gonna update all of it.
781
00:35:37,544 --> 00:35:43,185
Current success metric here, this is
pulled off of my numbers across the board.
782
00:35:43,424 --> 00:35:46,904
So this is the breakdown of where my
spend and my dollars are gonna be.
783
00:35:47,354 --> 00:35:49,604
See this spend breakdown is
on our spend distribution.
784
00:35:51,855 --> 00:35:53,085
D p a remarketing.
785
00:35:53,745 --> 00:35:54,945
What is my success metric?
786
00:35:54,950 --> 00:35:58,995
Well, this is being pulled in from,
uh, this is what we need to input.
787
00:36:00,585 --> 00:36:05,835
This is what we are getting created, and
so we know that for us to hit this 1.10
788
00:36:05,835 --> 00:36:13,845
metric yesterday needs to be at least
at a 0.92 for me to hit my 3.11 metric
789
00:36:14,505 --> 00:36:16,815
yesterday needs to be at least at a 2.42.
790
00:36:17,205 --> 00:36:19,215
So now we're giving ourselves
the decision making.
791
00:36:19,215 --> 00:36:22,095
We're giving ourselves the, the
gates in which we need to make
792
00:36:22,095 --> 00:36:26,505
our, our calls to make sure we hit
our success metric of a 1.7 based
793
00:36:26,505 --> 00:36:28,935
on what being currently at a 1.6.
794
00:36:29,655 --> 00:36:33,255
So this little tool is giving
me what I need to base all
795
00:36:33,260 --> 00:36:34,395
my decision making off of.
796
00:36:35,205 --> 00:36:38,685
Now, take what you know here,
love to share the doc with you.
797
00:36:38,685 --> 00:36:42,465
Hit me up if you need it, and
apply it towards what I would love
798
00:36:42,465 --> 00:36:43,875
to talk about as a correlation.
799
00:36:43,875 --> 00:36:44,475
Dashboards.
800
00:36:44,925 --> 00:36:46,965
Something very, very simply
made something that you can
801
00:36:46,965 --> 00:36:48,315
make in your ads reporting tool.
802
00:36:48,975 --> 00:36:52,935
But all it's gonna tell us is where
we can afford to make a cut, where we
803
00:36:52,935 --> 00:36:54,675
can afford to turn things up and down.
804
00:36:54,975 --> 00:36:59,415
So if you have your correlations where
C T R C B C cost credit card initiate
805
00:36:59,415 --> 00:37:03,525
checkout, c p n, obviously us, you
can clearly see that there's no direct
806
00:37:03,555 --> 00:37:07,695
correlation to c p A on the C t R of
C P C, which I've already told you
807
00:37:07,695 --> 00:37:11,115
about, which I, I hope you understand
and take my word serious, but as we
808
00:37:11,115 --> 00:37:15,390
get closer to the initiate checkout,
as we get closer, To the c p and roas.
809
00:37:15,660 --> 00:37:20,040
You can see that these leading indicators
are actually a good indication of whether
810
00:37:20,040 --> 00:37:21,390
the purchase is gonna happen or not.
811
00:37:22,140 --> 00:37:23,700
Then you come down into
our conversion rates,
812
00:37:27,000 --> 00:37:30,540
conversion rates gonna let us to
understand what's the likelihood
813
00:37:30,600 --> 00:37:31,890
of that cart turning into purchase.
814
00:37:31,890 --> 00:37:34,590
That click turning into a cart,
that click turning into a purchase.
815
00:37:34,590 --> 00:37:35,640
That added cart.
816
00:37:35,640 --> 00:37:37,170
Turning into an initiate checkout.
817
00:37:37,440 --> 00:37:39,060
Initiate checkout, turning into purchase.
818
00:37:39,510 --> 00:37:41,730
That's when we started getting
really interested in knowing,
819
00:37:41,760 --> 00:37:43,380
okay, what's wrong with our funnel?
820
00:37:44,279 --> 00:37:45,420
Are we having issues here?
821
00:37:45,839 --> 00:37:47,460
Is a cart functioning properly?
822
00:37:47,670 --> 00:37:50,910
And the basis of which we pull this
on is something that we're learning
823
00:37:51,240 --> 00:37:54,930
that we need to be looking at on
a two on, on a biweekly basis.
824
00:37:54,930 --> 00:37:58,200
Or even if we're spending a significant
amount of money on a weekly basis,
825
00:37:58,200 --> 00:37:59,370
we would like this to be automated.
826
00:37:59,879 --> 00:38:01,710
How do we make this easier
to, to operate within?
827
00:38:03,750 --> 00:38:05,129
We have our success metric, right?
828
00:38:05,160 --> 00:38:06,600
What's different here?
829
00:38:07,109 --> 00:38:10,500
We can't necessarily have just
a blanketed success metric if
830
00:38:10,500 --> 00:38:11,850
you run a multis skew store.
831
00:38:12,495 --> 00:38:15,105
Each one of your products potentially
might have a different margin.
832
00:38:15,105 --> 00:38:18,225
If you're running a bundle, each one of
your stores is potentially gonna have a
833
00:38:18,225 --> 00:38:20,145
different structure within the account.
834
00:38:20,565 --> 00:38:24,345
So if we're able to export this and
make some cool decisions, at least
835
00:38:24,345 --> 00:38:27,405
some, some plans of attacks, so that
your media buyer, your junior buyer,
836
00:38:27,405 --> 00:38:31,695
your senior buyer, your your team
can have justification as to what
837
00:38:31,695 --> 00:38:35,265
decisions they're making on a daily
basis, a weekly basis, you're gonna
838
00:38:35,265 --> 00:38:36,405
have a lot more confidence in them.
839
00:38:36,435 --> 00:38:38,685
They're gonna have a lot more
confidence in themselves of how much
840
00:38:38,690 --> 00:38:40,215
money that they can actually spend.
841
00:38:40,710 --> 00:38:41,520
Just that simple.
842
00:38:41,640 --> 00:38:44,190
A good media buyer when I get
this question is like, Shaq, what?
843
00:38:44,220 --> 00:38:45,060
What makes a good media buyer?
844
00:38:45,060 --> 00:38:45,720
A good media buyer?
845
00:38:46,470 --> 00:38:47,850
A good media buyer knows
how to spend money.
846
00:38:48,210 --> 00:38:51,180
It's very loaded question and
even more of a loaded answer.
847
00:38:51,600 --> 00:38:55,080
A good media buyer is confident
enough to put dollars in knowing
848
00:38:55,200 --> 00:38:58,170
what is going to happen next
based off of their best judgment.
849
00:38:58,170 --> 00:38:58,410
Right?
850
00:38:58,710 --> 00:39:02,190
It's a little bit in the gambling
sense of the odds of that gonna be
851
00:39:02,250 --> 00:39:05,670
red seven when we're doing little
brother roulette, or the odds of that
852
00:39:05,670 --> 00:39:08,760
being, um, a double zero on green.
853
00:39:08,820 --> 00:39:09,120
Okay.
854
00:39:09,585 --> 00:39:14,625
We know that based off our funnel metrics,
based off the, the conversion rates and
855
00:39:14,625 --> 00:39:17,685
some of the correlations that we have
based on my store, based on the product,
856
00:39:17,685 --> 00:39:22,065
based on the offer, we're gonna be able
to make some very educated decisions
857
00:39:22,154 --> 00:39:25,425
and the simp, some of the simplest
tools here you can build yourself.
858
00:39:25,904 --> 00:39:30,525
So if I were to come into back into
our correlations, how we like to set
859
00:39:30,525 --> 00:39:33,525
this up is we're gonna get different
gates and this is gonna be automated.
860
00:39:33,525 --> 00:39:37,785
So this is overall the total, but
what if I want to just prospecting.
861
00:39:38,340 --> 00:39:42,870
Well, now we found out that our one
day we need to have a 1.10, right?
862
00:39:43,290 --> 00:39:46,770
So what does that actually look like on
my one day decision making to hit that?
863
00:39:47,190 --> 00:39:48,810
You have a couple ways of looking at this.
864
00:39:49,200 --> 00:39:51,630
So my one day now, I'm not
gonna just go and just give
865
00:39:51,630 --> 00:39:52,650
myself a little bit of buffer.
866
00:39:52,650 --> 00:39:54,210
I'm not gonna just go 1.1.
867
00:39:55,500 --> 00:39:56,610
These metrics are gonna change.
868
00:39:56,610 --> 00:39:57,870
Now what if it's a rough day?
869
00:39:58,200 --> 00:40:01,230
Well, maybe I need to make my
decision off 1.3 to give myself
870
00:40:01,230 --> 00:40:02,069
a little bit of a cushion.
871
00:40:02,715 --> 00:40:04,755
All my gates potentially change.
872
00:40:05,055 --> 00:40:07,305
Now you ask, what is this moving off of?
873
00:40:07,305 --> 00:40:11,865
Well, you're going to, it's off of our A
O V obviously purchases versus conversion.
874
00:40:12,285 --> 00:40:14,745
And that A O V is important for
us to know 'cause this is just
875
00:40:14,745 --> 00:40:15,675
what's happening on Facebook.
876
00:40:15,675 --> 00:40:18,495
What revenue, what AOV is
coming from on Facebook.
877
00:40:18,855 --> 00:40:21,315
These I, these A O V
numbers are important.
878
00:40:21,885 --> 00:40:23,145
You can get this in Facebook.
879
00:40:23,145 --> 00:40:24,585
A lot of people don't
know you can do this.
880
00:40:25,095 --> 00:40:28,095
You come into reporting, you
can actually add in that column.
881
00:40:29,280 --> 00:40:31,620
So a O V is something
that we can add in there.
882
00:40:31,830 --> 00:40:34,620
So let's say we're looking at this
account now look, you can see that
883
00:40:34,620 --> 00:40:38,760
these are all of my correlation
dashboards right here built in.
884
00:40:38,760 --> 00:40:43,290
So I can start seeing on a campaign
level shit, I can start seeing on a
885
00:40:44,940 --> 00:40:50,550
ad level of which one is more likely
I'm gonna get rid of this campaign.
886
00:40:50,760 --> 00:40:54,030
Which one is more likely
to drive the highest?
887
00:40:54,030 --> 00:40:54,540
A o B?
888
00:40:54,600 --> 00:40:56,400
Where's my a o b all over here?
889
00:40:56,400 --> 00:40:57,690
Let me move this bad boy over here.
890
00:41:04,965 --> 00:41:09,194
I am gonna be able to see which one of my
ads is driving the highest it would be.
891
00:41:09,765 --> 00:41:14,475
What about this I were to search for link?
892
00:41:16,775 --> 00:41:17,625
Where's it on?
893
00:41:30,495 --> 00:41:32,415
Ah, that's what's, that's a bummer.
894
00:41:34,005 --> 00:41:34,785
One second.
895
00:41:36,915 --> 00:41:37,725
Okay, so we're back.
896
00:41:37,725 --> 00:41:40,365
So we had a couple of technical
difficulties that I had to work through,
897
00:41:40,575 --> 00:41:42,195
but it's okay 'cause everything loaded up.
898
00:41:42,705 --> 00:41:46,695
What if I told you you're able
to find your A O V amount spent
899
00:41:46,905 --> 00:41:50,235
and see what landing page led
to a purchase more frequently?
900
00:41:50,820 --> 00:41:56,850
Well, what, what I found out is that you
cannot search and get link ad settings
901
00:41:56,850 --> 00:42:01,980
or the page or U R L that you're able
to drive to inside ads reporting.
902
00:42:02,310 --> 00:42:03,300
Why is that not allowed?
903
00:42:03,510 --> 00:42:04,800
Facebook please tell me.
904
00:42:05,130 --> 00:42:05,850
Very confusing.
905
00:42:06,150 --> 00:42:09,660
But what you could do is you'll,
you'll be able to have this page, if
906
00:42:09,660 --> 00:42:13,770
this was loading for me, you can see
exactly how much revenue was driving,
907
00:42:14,070 --> 00:42:17,460
what landing pages you were going to,
which one was driving the most revenue,
908
00:42:17,520 --> 00:42:18,900
and how many dollars you've spent.
909
00:42:19,350 --> 00:42:23,880
Simply by adding an A O V and other one
of these correlation metrics earlier on,
910
00:42:24,780 --> 00:42:28,380
kind of cool stuff that people are not
talking about as much as they should be.
911
00:42:29,550 --> 00:42:31,260
So how would I do this any different?
912
00:42:31,470 --> 00:42:33,390
Well, if you wanted to get a little
more advanced, a little bit more
913
00:42:33,390 --> 00:42:38,700
specific, pull per funnel position and
separate it out so you can understand
914
00:42:38,970 --> 00:42:41,280
what do we need at prospecting,
what do I need to remarketing?
915
00:42:41,760 --> 00:42:46,710
Even if you had per product at top,
uh, prospecting and remarketing or
916
00:42:46,800 --> 00:42:50,850
prospecting, reengagement and remarketing,
you'll have a better understanding of
917
00:42:50,910 --> 00:42:55,110
what does my decision-making need to be,
not just what does my account look like.
918
00:42:55,350 --> 00:42:57,600
Your margins might be different,
and it might be bearing.
919
00:42:58,935 --> 00:42:59,715
How do you do this?
920
00:42:59,715 --> 00:43:00,585
How do you figure this out?
921
00:43:00,825 --> 00:43:03,225
Where do I get some of
this ad uh, inspiration?
922
00:43:03,525 --> 00:43:06,765
Well, you could go to a professional,
could ask them for some help, copywriter,
923
00:43:06,765 --> 00:43:07,995
give you a little bit new angles.
924
00:43:08,355 --> 00:43:10,515
But if you follow this simple
structure, you'll be able to
925
00:43:10,515 --> 00:43:11,655
get your own little ideas.
926
00:43:11,685 --> 00:43:12,585
Maybe you're struck right now.
927
00:43:12,585 --> 00:43:13,755
Maybe that's why you're here.
928
00:43:13,965 --> 00:43:15,315
'cause you want some creative inspiration.
929
00:43:15,675 --> 00:43:17,175
I know there's gonna be
a couple of great talks.
930
00:43:17,175 --> 00:43:19,125
Brandon Mongan has a
great, great discussion.
931
00:43:19,125 --> 00:43:21,735
Jordan Menard is gonna crush
it with some of his content.
932
00:43:21,735 --> 00:43:25,635
Talk with some really, really good
copywriters, Stefan, and you have.
933
00:43:26,365 --> 00:43:29,335
Uh, Taylor, like some good, good
dudes talking about some angles that
934
00:43:29,545 --> 00:43:33,055
might encourage you to, to make a
purchase, might encourage you to
935
00:43:33,055 --> 00:43:34,674
create a little bit more ideation.
936
00:43:35,575 --> 00:43:36,985
Well, here's where I would like to go.
937
00:43:37,045 --> 00:43:42,055
Go to your Amazon reviews, run some
post purchase surveys, and even
938
00:43:42,055 --> 00:43:42,955
just look at your ad engagement.
939
00:43:43,015 --> 00:43:45,955
This is gonna give you enough
ideas and a little bit of, uh,
940
00:43:46,015 --> 00:43:47,215
inspo where you can run from.
941
00:43:47,215 --> 00:43:51,535
So look this on Amazon, you can
see some of the main talking points
942
00:43:51,535 --> 00:43:52,765
that are being commented down below.
943
00:43:53,385 --> 00:43:57,105
Even some of your ads of like, do you
have a twin size for, uh, for dorm rooms?
944
00:43:57,255 --> 00:44:00,225
I didn't even think about creating
content that speaks specifically
945
00:44:00,225 --> 00:44:03,945
to a larger size or even speaking
to the college demographic.
946
00:44:04,185 --> 00:44:05,265
Now I want to go down into that.
947
00:44:05,625 --> 00:44:06,645
What about a vet cover?
948
00:44:06,675 --> 00:44:06,945
Maybe?
949
00:44:06,945 --> 00:44:09,915
So if you're, um, a sheep brand,
this is something that I would
950
00:44:09,920 --> 00:44:11,175
definitely, would incorporate into.
951
00:44:12,105 --> 00:44:15,075
Well, what about getting more,
more, more of a debate cover.
952
00:44:15,195 --> 00:44:15,555
Cool.
953
00:44:15,615 --> 00:44:16,785
Multiple people talking about it.
954
00:44:17,745 --> 00:44:20,115
Here's a little bit of a hack for you,
and I learned this one from James.
955
00:44:20,145 --> 00:44:21,134
Shout outs to you, brother.
956
00:44:21,134 --> 00:44:22,005
Thank you so much.
957
00:44:22,335 --> 00:44:24,585
Monkey learn.com/word-cloud.
958
00:44:24,945 --> 00:44:25,935
No affiliation.
959
00:44:26,295 --> 00:44:30,404
What you do if you have a demographic
and say you're selling, um, weighted
960
00:44:30,404 --> 00:44:32,745
blankets, and you wanna understand
what are the reasons why people
961
00:44:32,745 --> 00:44:34,005
are using weighted blankets?
962
00:44:34,725 --> 00:44:37,245
Open up a monkey word, uh,
monkey learn word cloud.
963
00:44:37,634 --> 00:44:38,715
Go back to Amazon.
964
00:44:39,255 --> 00:44:43,635
Start exporting your five star,
uh, five star reviews and one
965
00:44:43,635 --> 00:44:47,295
star reviews, and just plugging
them into the, the open space.
966
00:44:47,385 --> 00:44:51,255
On here At Monkey Learn, you're gonna
start seeing different things pop up.
967
00:44:52,155 --> 00:44:54,675
The word cloud means this is the
most consistent things that are
968
00:44:54,675 --> 00:44:56,505
talked about most frequently.
969
00:44:57,315 --> 00:44:59,565
Start pulling them out, putting it down.
970
00:44:59,565 --> 00:45:00,375
Give it to your copywriter.
971
00:45:00,375 --> 00:45:01,485
Give it to your creative director.
972
00:45:01,485 --> 00:45:03,855
Give it to your team, maybe yourself,
maybe having to sit there and
973
00:45:03,855 --> 00:45:06,675
rewrite that as a hack my friend.
974
00:45:07,830 --> 00:45:11,069
Overall, there's multiple types of
content and we like to talk about it
975
00:45:11,310 --> 00:45:13,200
in a little bit of like your toolkit.
976
00:45:13,200 --> 00:45:16,319
What, what kind of things do we
need for us to be successful?
977
00:45:16,319 --> 00:45:19,470
Well, you have to kinda hit all these
buckets and if you're an Amazon individual
978
00:45:19,470 --> 00:45:23,430
and you're, you've never had to create
content or if you are a drop shipping,
979
00:45:23,430 --> 00:45:24,660
you've never had to create content.
980
00:45:24,810 --> 00:45:28,230
There's a lot of different types that
you can bucket it into, falls within
981
00:45:28,230 --> 00:45:30,600
lifestyle, it falls within studio.
982
00:45:31,005 --> 00:45:34,935
Storyboard, maybe even some scripted
and obviously some animations,
983
00:45:34,935 --> 00:45:38,145
which I know Jordan, uh, and Brandon
are gonna talk a lot more about.
984
00:45:39,675 --> 00:45:40,904
What about a little bit of a structure?
985
00:45:41,235 --> 00:45:42,765
That's is something I really, really love.
986
00:45:42,975 --> 00:45:45,315
I always leverage dynamic
creative tests, especially when
987
00:45:45,315 --> 00:45:46,515
I have new things coming out.
988
00:45:46,845 --> 00:45:49,005
We don't always have to use
that dynamic creative test.
989
00:45:49,005 --> 00:45:52,065
You can still include multiple forms
of creative and multiple forms of
990
00:45:52,065 --> 00:45:55,725
copy just from the normal prospecting
optimizer for conversion campaigns,
991
00:45:56,025 --> 00:45:59,060
but generally speaking, if you have
a new idea, You have a different
992
00:45:59,060 --> 00:46:03,290
concept, a skew a product or an offer,
let that be at the campaign level.
993
00:46:03,290 --> 00:46:07,040
It doesn't always have to be in a D C
T, but let that live in itself together
994
00:46:07,040 --> 00:46:10,520
so that when you're navigating through,
it's easier for you to identify what it
995
00:46:10,520 --> 00:46:14,660
is that's going on, what it is you're
gonna expect inside of that campaign.
996
00:46:16,100 --> 00:46:20,390
Say you have a clear idea, you want
it to be, uh, healthy living, right?
997
00:46:20,390 --> 00:46:24,049
But within healthy living, there's
some finger, um, ideation around it.
998
00:46:24,049 --> 00:46:26,060
There's some different avenues
you can take within the
999
00:46:26,060 --> 00:46:27,319
health healthy living area.
1000
00:46:27,770 --> 00:46:28,190
Maybe you have.
1001
00:46:28,605 --> 00:46:32,415
A single edit or a single angle
here, angle here, and a third angle.
1002
00:46:32,565 --> 00:46:33,915
It all lives up within that concept.
1003
00:46:33,915 --> 00:46:37,335
Maybe it's multiple angles for
a specific sku, just an easier
1004
00:46:37,335 --> 00:46:38,595
way of organizing the account.
1005
00:46:38,835 --> 00:46:39,165
Promise.
1006
00:46:39,165 --> 00:46:42,555
You might look simple here, but this
can get as large as your imagination.
1007
00:46:42,825 --> 00:46:45,705
Um, something that we love to structure
our initial accounts for, and I'll
1008
00:46:45,710 --> 00:46:47,985
show you a little bit more after
it, right when I ended this way.
1009
00:46:51,300 --> 00:46:51,780
A lot.
1010
00:46:52,230 --> 00:46:53,040
I understand this.
1011
00:46:53,040 --> 00:46:54,030
You're probably overwhelmed.
1012
00:46:54,300 --> 00:46:55,530
This is just day one.
1013
00:46:55,530 --> 00:46:59,040
You guys have a whole, you have people
right after me if Yaha, that's gonna
1014
00:46:59,045 --> 00:47:02,400
talk about, uh, magics and how you
can actually optimize and do these
1015
00:47:02,400 --> 00:47:05,850
things much quicker other than just
the manual old school way, like myself.
1016
00:47:06,750 --> 00:47:08,670
But it's okay if you can't keep up.
1017
00:47:09,060 --> 00:47:09,870
It doesn't matter.
1018
00:47:10,200 --> 00:47:11,310
You can get the replays.
1019
00:47:11,550 --> 00:47:12,720
You can record yourself.
1020
00:47:12,750 --> 00:47:15,960
Hell use a little bit of a loom,
but I want you to remember this.
1021
00:47:16,935 --> 00:47:19,265
Step one, we talked about what
content is needed and where.
1022
00:47:19,725 --> 00:47:22,425
Every job, every, every ad has a job.
1023
00:47:22,695 --> 00:47:23,895
Let's make sure we get that done.
1024
00:47:24,075 --> 00:47:26,265
Make sure we understand why
we're running this ad, what
1025
00:47:26,295 --> 00:47:27,525
who we're trying to speak to.
1026
00:47:28,125 --> 00:47:30,615
Second is, how are we gonna
limit that ad spend loss?
1027
00:47:30,945 --> 00:47:33,735
Well, let's start by optimizing
for letting it run for one a o
1028
00:47:33,735 --> 00:47:37,275
v, and let's choose a three day,
seven day, and 14 day window.
1029
00:47:37,545 --> 00:47:38,505
That's how we like to do it.
1030
00:47:38,505 --> 00:47:39,465
I call it the accordion.
1031
00:47:39,465 --> 00:47:44,295
Look, as I launch it, I do my best not
to make any initial daily decisions.
1032
00:47:44,505 --> 00:47:46,425
Unless you're spending hundreds
of thousand dollars a day,
1033
00:47:46,425 --> 00:47:47,895
you're not gonna buy enough data.
1034
00:47:48,390 --> 00:47:49,080
To turn it off.
1035
00:47:49,650 --> 00:47:52,650
A lot of people, especially as
they're getting into this practice,
1036
00:47:52,920 --> 00:47:54,480
are turning it off too prematurely.
1037
00:47:54,810 --> 00:47:55,950
You have to let it spend.
1038
00:47:55,950 --> 00:47:58,560
If you don't buy the data, you
aren't gonna make the decision.
1039
00:47:58,560 --> 00:47:59,940
That's gonna be sounding consistent.
1040
00:48:00,390 --> 00:48:02,009
Don't be trigger happy, let it run.
1041
00:48:03,439 --> 00:48:06,120
And lastly, what is the testing
structure that we can implement?
1042
00:48:06,540 --> 00:48:08,970
Well, if you understand our correlations
and if you understand what your
1043
00:48:08,970 --> 00:48:12,930
delayed attribution is, you know
where your cut should be, or you
1044
00:48:12,930 --> 00:48:17,220
understand I am so far underneath my
metrics I can, or my decision making
1045
00:48:17,220 --> 00:48:18,870
metrics, it's, it's all in line.
1046
00:48:19,230 --> 00:48:21,930
Continue to add more budget, you'd
be able to continue to scale.
1047
00:48:22,140 --> 00:48:22,709
I promise you.
1048
00:48:22,709 --> 00:48:24,990
Just understanding what delayed
attribution is and what your initial
1049
00:48:24,990 --> 00:48:29,490
correlations are, will be more than enough
for you to take a step and to execute.
1050
00:48:30,780 --> 00:48:31,770
I am so thankful.
1051
00:48:31,830 --> 00:48:35,670
Honestly, I know that I went into
some new stuff and I am gonna show
1052
00:48:35,670 --> 00:48:38,640
you one of my accounts briefly,
so let me pull that up for you.
1053
00:48:39,090 --> 00:48:41,850
But before, I just wanna say thank
you and I'll give you a little
1054
00:48:41,850 --> 00:48:43,380
bit more of juice after this.
1055
00:48:44,370 --> 00:48:48,300
And if I wanted to ask you guys if
you ever wanted some ads made, we have
1056
00:48:48,305 --> 00:48:51,690
a great company that we, we've been
running for just over four to five
1057
00:48:51,690 --> 00:48:53,400
months and it came out of a necessity.
1058
00:48:53,759 --> 00:48:54,870
It's called Constant Creative.
1059
00:48:54,900 --> 00:48:56,160
And I'm not gonna talk too much about it.
1060
00:48:56,165 --> 00:48:57,270
I'm not even gonna pull it up here.
1061
00:48:57,509 --> 00:49:00,380
But if you'd like us to make your
ads, Love to give you 25% off that
1062
00:49:00,380 --> 00:49:02,540
first one just by using Geek Out.
1063
00:49:02,870 --> 00:49:04,580
I hope to see you there and stick tight.
1064
00:49:04,580 --> 00:49:07,610
I'm gonna show you a little bit of
some of our ad accounts just briefly.
1065
00:49:09,260 --> 00:49:12,710
So we do really, really enjoy
running dynamic creative tests,
1066
00:49:12,715 --> 00:49:14,180
especially with multiple offers.
1067
00:49:14,360 --> 00:49:15,830
And here's a perfect example of doing it.
1068
00:49:16,395 --> 00:49:18,945
Every dynamic creative test we
have, we like to rotate between
1069
00:49:18,945 --> 00:49:20,775
A, B, O, and D, uh, and C B O.
1070
00:49:21,105 --> 00:49:24,405
The only difference here is if we
have to guarantee that we get spend
1071
00:49:24,405 --> 00:49:28,905
on a ver a variety of products or a
variety of shots, we will offer an A B
1072
00:49:28,905 --> 00:49:30,645
O just to make sure we can control it.
1073
00:49:31,065 --> 00:49:34,005
Now, I know what you can say is like,
well, Nick, you could run C B O and
1074
00:49:34,005 --> 00:49:35,685
you can put a minimum spend behind it.
1075
00:49:36,330 --> 00:49:39,840
Yes, but you still can't control
the amount of spend going to it.
1076
00:49:39,870 --> 00:49:45,120
It doesn't mean you, even if you put a $20
must spend limit, it does not mean you're
1077
00:49:45,120 --> 00:49:47,100
able to actually get that total spend.
1078
00:49:47,340 --> 00:49:50,340
If Facebook chooses to put all the
budget into your other campaigns,
1079
00:49:50,550 --> 00:49:52,320
other ad sets, it just doesn't happen.
1080
00:49:52,560 --> 00:49:55,530
So if we know we have to get enough
spend on each one of our products
1081
00:49:55,530 --> 00:49:58,800
or each one of these creatives,
we opt, usually opt for a B O.
1082
00:49:59,355 --> 00:50:02,595
We leverage dynamic creative test
because there's so many things going on.
1083
00:50:02,865 --> 00:50:06,285
It's the easiest way to keep content
fresh, and it's the easiest way to get new
1084
00:50:06,285 --> 00:50:09,734
tests going, whether it's copy specific
or whether it's creative specific.
1085
00:50:10,274 --> 00:50:13,814
So each product we have, whether it's
fruit, whether it's, whether it's just
1086
00:50:13,819 --> 00:50:15,765
the sunshine, even at bottom of funnel.
1087
00:50:15,765 --> 00:50:21,314
So if I were to, um, search specifically
just for prospecting, which I, I use this
1088
00:50:21,314 --> 00:50:23,834
left and right, this is the only way I'm
able to navigate through each account.
1089
00:50:24,404 --> 00:50:25,995
You can see from April to June.
1090
00:50:26,025 --> 00:50:28,755
We have some really big winners
and with some really good spenders.
1091
00:50:29,445 --> 00:50:33,195
So over for Mother's Day specific
campaign, remember offer specific
1092
00:50:33,195 --> 00:50:34,245
at the top of the campaign.
1093
00:50:34,455 --> 00:50:37,995
Now we know exactly what should be
underneath it for breast cancer awareness.
1094
00:50:38,000 --> 00:50:41,625
Warning right now, great offer,
great product, great new things.
1095
00:50:41,985 --> 00:50:45,195
This should be running consistently
under dynamic creative tests.
1096
00:50:45,255 --> 00:50:46,305
We're prepped for it, right?
1097
00:50:46,635 --> 00:50:47,145
Mother's Day.
1098
00:50:47,580 --> 00:50:48,330
Great opportunity.
1099
00:50:48,570 --> 00:50:51,240
Even graduation in America,
it's a big angle for us.
1100
00:50:51,600 --> 00:50:55,230
If you have one offer that's running, but
you have multiple creatives a part of it,
1101
00:50:55,680 --> 00:50:57,300
it should live in that same structure.
1102
00:50:57,540 --> 00:50:59,280
C B O Dynamic creative test.
1103
00:50:59,550 --> 00:51:02,700
You can see how many times we
went for three great rounds,
1104
00:51:03,450 --> 00:51:04,680
and that's a W for us here.
1105
00:51:05,370 --> 00:51:06,960
Heck, we even have one brand.
1106
00:51:13,410 --> 00:51:16,920
That we spend a boatload of money and
they do unique drops every single month.
1107
00:51:17,400 --> 00:51:19,680
Um, this was a great opportunity.
1108
00:51:19,680 --> 00:51:23,430
We ran a five x, um, about just
under a million spend, about
1109
00:51:23,430 --> 00:51:25,170
2.8 million o wall return.
1110
00:51:25,470 --> 00:51:29,100
The majority of this is for prospecting,
so for me, I'm pretty pumped up about it.
1111
00:51:29,580 --> 00:51:34,440
So we have all new things dropping and
for this specific account, it's very
1112
00:51:34,440 --> 00:51:38,340
product and offer heavy, so we don't
have to do too much testing on the
1113
00:51:38,345 --> 00:51:41,250
actual, uh, audiences or, or campaigns.
1114
00:51:41,595 --> 00:51:44,595
Because we do know already
what audiences are there.
1115
00:51:44,745 --> 00:51:47,835
So if we already understand our
audiences, we know that if we just
1116
00:51:47,835 --> 00:51:51,855
iterate on the creative or iterate on
the new products or offers, most likely
1117
00:51:52,004 --> 00:51:53,325
we're gonna get the revenue we wanted.
1118
00:51:53,330 --> 00:51:56,745
And, and I think the team is doing
pretty good on this one specifically.
1119
00:51:56,835 --> 00:51:58,004
It's from April to June.
1120
00:51:58,424 --> 00:52:00,464
Um, and let's just find
out just prospecting.
1121
00:52:05,010 --> 00:52:05,610
Very happy.
1122
00:52:05,610 --> 00:52:08,400
So majority of the, uh, the
spend that we're putting into it,
1123
00:52:08,640 --> 00:52:09,810
it's definitely on prospecting.
1124
00:52:10,290 --> 00:52:12,780
So again, I hope you guys enjoyed it.
1125
00:52:13,200 --> 00:52:14,490
I would love for you guys to reach out.
1126
00:52:14,495 --> 00:52:16,110
Just pinging me up in the Telegram group.
1127
00:52:16,350 --> 00:52:18,750
I'm so thankful for you guys to be
here to spend your time with us.
1128
00:52:19,200 --> 00:52:21,720
Thank you for joining Geek Out and
I'll see you guys soon in person.
1129
00:52:21,720 --> 00:52:22,080
Hopefully.
93704
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