Original subtitles

What is up party people?

I am so thankful that you guys were able to take the time and,

and find out about our event.

Maybe you saw us online, maybe saw me post, saw James Post, or somebody

might have shared it with you.

But I'm very, very thankful that you guys are here with us on this weekend, wherever

you are tuning into this world, whether you got the upSo, whether you got a.

Uh, the replays.

I'm just very thankful that you are here and we're able

to give back to a community.

I wanna take this opportunity to, to make a comment about what it

is that we're all experiencing.

I joined this world of digital marketing, entrepreneurship, um,

brand building, e-commerce, 2015.

It's the best decision I ever made, and it was the hardest decision I ever made

because I gave up a dream that I loved.

I will tell you that this has given me everything I wanted, and I know it'll

continue to give me anything I want because of how much I love this space.

Whether it's some, whether I'm building something myself, whether I'm assisting

somebody or a brand that we're partnering with, a marketer that I'm partner with, or

if it's just this and, and educating and giving back, this is what I love to do.

So I hope you guys can feel that throughout this entire talk.

And I think a couple people that really see this within myself, James, and,

and the support system we have behind.

Are our key PON key sponsors.

And I wanna say thank you so much to Chase at the PACE certified team.

You guys have believed in us from the beginning.

Very, very grateful for that.

The Gorge team, gorg has been around, uh, for about two, two events for us now,

and they've been such great partners.

Thank you, Phil.

Um, Outbrain, I know you guys have great, great support with James.

James is one of the largest native buyers that are in the world.

World.

I can say that with confidence.

Affiliate Business Club.

Aki, you've been a, you've been a huge support on getting up the

tech up and running, and thank you so much for troubleshooting.

Cashout team is solid.

Thank you so much for having great offers.

Mm-hmm.

Fluent, your talk is me, one of the better ones.

I'm so thankful for you guys were able to be a part of this and, and for supporting

James and I's vision and Dream d f o one of the better networks out there.

Thank you guys again for being a part of this s joining as well.

Further ado guys, I really wanna talk to you about a talk that I, I tried to do

live, but I wasn't able to go in as depth.

So if you guys were familiar with what happened at a w A in Bangkok

did something very similar.

What I wasn't able to do, I'll show you some of the metrics of how I measure, how

I make decisions and how I limit ad spend.

Wasn't enough time here, but I get to take my time and get to go into it,

and I really do hope you enjoy it.

Some of you may not know me.

Um, my name is Nick Shackleford.

There's more cartoons than there actual human elements of myself floating

around the internet, and I do it for a specific reason as branding, right?

What do we all want to do?

We wanna be known for something.

We wanna build a brand.

We wanna have a reputation that, uh, precedes us.

And I've worked very hard to keep the reputation I think I was able to

treat everybody with, with respect.

And I believe, uh, the hard work that myself or my team puts in

and the events that we put on should speak for themselves.

2015 is when my life changed, kinda what I spoke about before I left a job,

left something that I really, really loved behind and my life changed.

Um, I joined PepsiCo and learned all I could about marketing.

Just sat in meetings that I was not qualified to do, but

you have to buy your time.

You have to put in your dues and things, but up from there.

Right After I left PepsiCo, I joined a team at Apple.

That's where I learned media buying.

That's where I learned how to buy Facebook ads.

If you guys remember the, the iPad Pro on iPhone seven, I was part of the team

that launched that worldwide and that was really what got me started in, in

digital marketing to say the least.

Shout out to Al Amazon.

Thank you so much.

Then it got interesting, right?

Then I found out what direct response marketing is and if

anybody remembers these things.

That is when I fell in love with putting a dollar in and making

a couple bucks back was what we launched with my partner, Jake.

That was my first taste at what income could have been.

Born and raised in Orange County, California.

I was a, a part of a, of a smaller family, divorced small, and I realized

that I could be anything I wanted.

This is what digital marketing has done for me, provided me an

opportunity to, to produce for myself, for my family, and my two pups.

So I'm, I'm glad you're here.

I know you're gonna learn something today, and I'm thankful that

you, you're be a part of this.

After I launched visually, I needed more opportunity.

I needed to try myself and try my luck again.

It was a great success, but I thought it was, might have been a joke.

Led me to Tim Bird at Agency Y.

Tim gave me the first opportunity to test my skills on multiple brands, and that's

when all things started to make sense.

Everybody knows about the Bully method and about Stop and all these rules.

Tim was the first one back in the day really talking about this publicly and.

Anybody can have opinions about this, but he was probably the,

the, the earliest in the game of teaching, educating, and mastermind.

So thank you so much, Tim, for, for taking me your wing and giving me a, a

platform to, to really speak and that Facebook ad buyers and, and ad leaks.

It's a great community if you're not in it already.

Then I got very fortunate in joining a nice direct e-commerce

when the brand decided Common Thread Collective 20 in, uh, 2018.

Uh, very, very good show.

Um, great experience building the team out there on media buying

over here in Santa Ana, California.

And that's what allowed me to touch a lot of the bigger brands, the case studies.

Good spend big moments, planning.

That's what it all about.

And which leads me to today?

Well, we've been able to build for the past three years,

specifically, maybe like the last two, it really started taking off.

We have structured, which is a team that we've put together, have

a great email marketing team and great, uh, paid media team, constant,

creative, and then geek out.

Cost.

Creative is a content team that just makes ads consistently one of the better

ones on the internet, and we're focused on specifically making ads that convert

not just images or graphics, like this is money that you're investing and

money that you're hoping to get back.

I.

That's where we're here to build.

And, but we're not here to talk about that other than creating content.

So the one big question I want people to understand really, really take

to heart is when you ask anybody this, when you ask me this, you're

gonna get a different response.

So it's, they usually go, how do I create scale on my Facebook ads?

How do I keep it consistently on Facebook and Instagram?

Well, it actually should come out like this.

How do I create consistent content that creates consistent scale on Facebook?

That's the real question that we're not asking, but we need to be, I.

So today I'm gonna be talking specifically about content that

converts and how you can create and analyze it so you can do more of it.

These are the three main things you haven't bought if you

haven't bought the the replays.

But if you are interested in like how to take, take notes

along 'cause it will disappear.

Here's what we're gonna be planning across.

What content is you in wear.

How to limit the ad spend overall, a little bit of decision making that we'll

be able to go into and how do we build some structure for some content testing?

I won't go too deep into this.

There's a couple other videos I have out there on the internet, but the main

one is I'll give you a little bit of a framework and talk through it and

I'll even open up an account for you.

Every ad has to do its job, right?

I'm not gonna talk about stuff specifically until we get down

towards the bottom, but every ad at every level has a job to do.

Let's think about top of the funnel, right?

Are they gonna see you?

Are they gonna click?

Are they gonna stop?

Are they gonna shot from you talking on the left?

Is it asking a question?

Is it, is it, is it visual enough for them to stop and see it,

asking these questions, talking about what it's gonna do for you?

I.

What about color?

Color contrast?

Does it have enough color?

Is it it standing off the page?

Standing off the feed enough?

We've noticed this, especially when brands are being made, especially when

feeds are being filled with, uh, more like the dark theme that happens when

it gets darker on, on our, on Facebook.

Is it popping out?

What's it asking?

Is it rating?

A lot of these things have its own role, own job to do.

We have to make sure that we're able to fulfill that, so we move down to

the bottom or middle of the funnel.

What are we using to incentivize this?

Is there an offer attached to it?

Is there something eye catching?

Lot of drawing of the lines?

Is it someone looking back at you, how stark and different it is?

When you're scrolling through the feed, do you see some eyes

just looking right back at you?

What about somebody that you might see that might be a familiar face?

Somebody that's a little bit social proof describing.

Are they gonna relate to it?

Ultimately, are they gonna shot from you as we move toward

the middle of the funnel?

What about the bottom?

At this point, are they over you?

Are they gonna ignore you?

Are they gonna hide it?

You gotta keep that paid score up.

A lot of people are getting a lower paid score that's gonna really affect

them as they're getting higher CPMs, or even worse, not able to advertise

at all if it drops below a two.

How are you calling people out?

How are you introducing a new way or new angle for them to kind of buy into it?

See, from foster care, one of the, one of the.

Glasses company that we're able to work with.

Nice little call outs.

You can see the consistency at the bottom.

What's gonna grab their eyes?

Even, even at the middle of the frame of what?

What is this product gonna do?

Is it gonna prevent their wrinkles here?

What about shrink your pores, the drawn and and catches that eye?

It's such a different contrast that people are not paying attention to, and

these of some of our better performing eyes at each stage of the funnel.

Let's talk about something real quick, and now this is a bigger conversation

that I hope you guys can do a little research your own, but this is a

timeless, timeless marketing talk.

Do you guys know who this is?

Lys, Elma Lewis.

I.

In 1948, introduced the ADA model, the ADA model.

Attention.

Interest, desired action are the four fundamental stages of a

consumer going from not interested, interested in making a purchase.

What about the second guy?

These are the two.

These are one of the books that recommend from Ronald Joseph Kool.

A 2013 came out one of an impressive book called Listen More, sell More.

Effectively.

What this means is if you aren't listening to your consumer, you don't know how

to speak to your consumer, which means they don't know how to buy from you

because you can't communicate to solve.

Okay?

Think of it like this.

You have ada attention, interest, desire, action.

It's just the funnel.

It's just plain and simple.

The funnel.

How about that?

Unaware.

Slightly becoming aware.

I'm aware I want this.

That's the same exact structure.

It's the same exact model, but how do we apply it for our ads?

And I'm talking about Facebook specifically.

Now, this still applies to snap, it still applies to TikTok, but the biggest

platform that majority of the money is being spent is happening on Facebook.

Let's think about this.

When you're building out your dashboard, these are the things to.

To watch yourself.

So on the left side you can see you have your three second

video views and impressions.

That is gonna be important as we're talking about our attention metric.

After you get below that, your average video watch time, how

long are they staying on the how?

The watching.

Now you could have an argument if you're talking about images.

Images For us, although they are important, nine times outta 10, I'm

gonna opt for a video because I'm able to build a secondary audience

of those that have watched it.

What about my unique clickthrough?

We all found a very important lesson.

Facebook had a big, a big, big glitch a couple days ago, and we're going

through just cons, like purchases rather than unique purchases.

Need to compare the both metrics, both, um, as is the metric, as is click-through

rate versus unique click-through rate.

There's gonna be a difference.

Average, the both together.

Then obviously, of course, Euro rose and the revenue driven

from it cannot separate the two.

Talk about why in a little bit.

Attention.

Are they watching every impression as you scroll?

There's a certain amount of time, small amount of seconds that have

to spend on that ad before you get charged for that impression.

How does each platform work?

O C P M, we're gonna charge you on C P M.

I'm gonna charge you on each impression, so we wanna make sure

that the ad itself is driving enough attention, but what about the interest?

How are they staying on it long enough to be watching it.

Of course desire.

Are they clicking?

Are they taking more through?

Ad earns the click the page converts the click.

The only inverse is if the page is more informative or if the ad

is more informative, and then you have the page earning, or sorry,

the ad earning the click, and then the page earning the purchase.

What about action?

Well, this is the purchase.

The only other way that you can kind of move around this is maybe

they're adding the carts 'cause you have a great abandoned cart flow.

Maybe you have a do, uh, a couple other metrics right before this, I

really want us focusing on purchase.

How do we build this?

So I'll go into it one by one and show you once we get out

into our correlation dashboards.

But ultimately when you're building in ads reporting, you're gonna go right

to metrics on the right side, and we'll pull it up for you in a second.

You're gonna go create.

You can choose three seconds over impressions and it can format it.

So it's always like, uh, percentage.

So it looks like this.

So already meeting with, thankfully,

I'm, I'm sneaking, I'm cheating a little bit here, but.

I already got it made.

So if I wanted to create it again, I come and create, I call it attention.

I'm not gonna make it 'cause I already have it.

Describe it once more and I'll go Impressions.

Three second.

Three second.

View times.

My impression, make sure you come up here.

Chief percentage, you don't want the report, you don't want this report only.

You want all reports so that it can be shared throughout

your entire business manager.

But like I said, I already made this stuff, so I'm just gonna make

sure I select it here and drag it on across plain and simple.

So again, I'm an AS reporting, and you go into metrics.

You can create your own.

There's a couple other ones I'll talk to at the end just

for a little bit of a bonus.

Um, but these are how I make a lot of my decisions in each one of our accounts.

It's extremely important to understand how your ads are doing specifically, and

not too many people are taking the time to make judgements off of ads reporting,

and the first initial vanity metrics.

I'll slide this back over here.

Cool.

We'll continue to talk through this.

So we have to build that ADA dashboard, which we kind of talked

briefly about, which is a three second watch time, average view

time, and obviously unique C T R.

Specifically link.

Now, if you see on the right side, this is the screenshot of a a correlation

dashboard that some of you have already asked me for and wanted to use.

If you haven't, feel free to email me.

I'll put that at the bottom.

It's one of the easiest ways to build, or you can do what I just showed

you and build it already into your platform, build it into ads reporting

so that report saves for you forever.

Automate that report on a weekly or daily basis.

I'll show you at the end.

You cannot forget to combine it with a purchase intent.

Because as we found, it's not all about the clicks, CPMs or C T R 'cause

there's still a bunch of metrics, uh, posts that actually matter most to us.

Well, I'm an e-comm guy, so if you're not building ads that are driving

actually down funnel metrics and you're just working off of c t r and, and

impressions and, and cost per click, it's not gonna drive the action.

It's not gonna drive the predictable revenue or predictable down

funnel metrics that you expect.

So, of course we need the purchase intent to be cost credit cart, cost

per initiate, checkout, CP and roas.

All these correlations directly relate towards the overall

C P A, of course, right?

Duh, Nick, I get it.

But they do need a big, they do need to mix and B together.

So you have your ADA dashboards and vanity metrics, top of

funnel directional information.

Then you have also the bottom of the funnel where it's gonna

talk about your purchase intent.

Are people taking action further?

Is that ad not just earning the click, but pushing down

the funnel's time to find out.

Think about this, right?

If your ad's gonna be successful in 2020, it has to be educational, has to have

some sort of entertainment, if you want to call it edutainment, be my guess.

'cause that's exactly what you need and it has to communicate the solve

top, middle, bottom of funnel.

You do have to be a little bit more.

Um, cinematic and storyboarding on this.

I'm not saying the quality of the video has to be super high, which you'll see

as we get a little bit further down, but it just has to be able to communicate

directly in each one of these ads in the first three to five seconds.

What it is you want the consumer to do.

You want them to continue to watch more so you can be able that audience you

want them, give them onto the page, maybe driving to an advertorial, a

little bit more of an infomercial page, or you wanna drive them to that product

page to potentially make that purchase.

I'll ask you this one thing though.

Ccp, M C P C and C T R are not the main way we measure.

We've set a bunch, a bunch of money, millions of dollars to

understand that this is not the way that we look and measure success.

How do we do it?

What about this?

I'm gonna take some time on this, so I'm gonna show you a couple ads.

If you wanna write down some notes, I definitely highlight, suggest this.

If not, just enjoy the show.

Each of one of these ads I'm about to show you have spent over $500.

Each one of the ads are optimizing for conversion as well.

So I don't want anybody complaining going, okay, Nick, you're talking

about an ad that's not even optimized.

I promise you my friend, they're all optimized for conversion.

So we're gonna talk about top of the funnel, top of the funnel

called prospecting, L one, whatever you wanna call it.

I want your opinions, so we have A versus B.

So I'm gonna shut up shortly, I promise you.

But I still want to have your opinion.

I want to debate a little bit about this.

So if you are in the chat, let's go.

Let's go after it.

Hit me up.

I'm there.

Go for it.

Prospecting ad number one.

Ready?

Okay.

One.

There's one.

Why?

So ask these questions.

Why I.

Are people clicking?

Why would they care?

Maybe you're a fashionista.

I don't really like that word, but maybe you're into fashion, right?

Maybe you are a female and you're interested in what's what has just

been seen to watch it one more time.

It's quick.

It's very, very quick, but there's a handful of frames that

you could potentially watch.

So maybe you're interested in a new style.

Maybe you saw an attractive individual that you're like, Hey, I wanna

see what, what frame was that one?

Okay.

Maybe like aviators.

Maybe you want the the BOGO deal.

There's a couple of these that might be there, but these are

the three main questions we're gonna ask is, who's this for?

Designing the ad top of funnel that's specifically for a

consumer that you have in mind.

It's very angle driven, angle focused, right?

How are we building those ads specifically to speak to a consumer?

This is the way we approach it.

Who's this one app for?

Well, why are they gonna click What?

What is it about this that's gonna make them click?

To me, the transitions, the social proof, the the attractive looking

individuals, the smiling of it.

People love looking at that smile.

People love and are gonna react to that.

Specifically, what are they gonna buy?

This is a big question.

The reason why I ask this is so many other advertisers, as I see when I look

through accounts or when I look through some of my team's work, and I ask

them, What are they gonna buy on this?

Make sure that AD is driving them to a place where they can

actually take an action based off where they just came from.

Add to page congruency is something that people are not talking enough

about and it's very, very important.

Okay, number two.

You ready for this?

I

good.

Did you get that?

Okay.

Similar elements, but different.

Same.

Same, but different.

How do you think it worked?

Why?

Why would someone wanna stop on this?

Very similar to the first one, right?

It's SIUs.

There's some social proof.

You can see the great offer.

There's multiple frames in this.

So which one is it?

A or B?

If you said B, you win.

Why?

What is it about B that made individuals really wanna make this purchase?

If we make this conclusion, part of this is a little bit of subjectivity,

of course I'm always up for debate.

Maybe hit a great audience, maybe hit a great pocket.

These could have ran broad for all I know on this, but what I can tell

you is that all the metrics that the attention, a 21% of these people.

Of three.

Three, uh, three.

Second view to impression ratio.

Watch this.

Five seconds of the total video was being watched.

The cost per added car was cheapest, and obviously the C P A was

online for us to make a success.

Let's go back and watch one more time.

Let's talk about the elements of why it worked.

First call the aviators you love.

Uh, what, which aviators is that I love instantly hitting you with social proof.

I'm already two seconds in and you're seeing multiple styles,

multiple girls using this.

I love it.

They obviously love it.

Offer.

Oh, we, we hit him with the statement.

We showed him with the social proof, and we provided an offer immediately.

All these transitions within at least the first four seconds.

It never stops moving and it hits you with a solid call to action.

Those things to me make up all the right type of ads.

You have an offer involved.

I don't think the offer is always necessary, but I do believe that it

executes extremely well here, and you're gonna buy, sending or frames.

Most likely you're gonna wanna try to get a deal with this because I am a shopper.

How are you incentivizing me?

Or else I'm just gonna go into the corner market and buy it for myself.

So it works.

Okay, let's move a little bit further down the funnel.

This is probably the hardest one.

I will tell you, and I'm gonna shut myself up.

I promise you.

I'll shut up.

But I want you guys to really think through this before you see it.

We're selling jewelry here, high end jewelry at that A versus B.

Ready?

Did you catch it?

Let's go one more time.

Okay.

Who's this for?

It's, it's for Michelle.

Clearly as we can see that it looks like it's handmade and unique, right?

For an individual that maybe it's a custom made frame, or sorry, maybe

it's a custom made, uh, jewelry piece.

Why are people gonna stop and click on this?

Well, it looks beautiful, right?

It, it does look really beautiful.

It does look really unique.

And it's clearly real.

Or is it, it's a debate, right?

Maybe I'm interested in this.

I wanna buy that.

Maybe I want something else.

When I land on that site, we are selling jewelry.

I'll check this one out.

Not bad, right?

Grace.

Very cinematic transitions were smooth, showed the beginning process.

It looks like it's being handmade as he is polishing it.

All the things.

All the things.

Jewelry lovers.

Maybe you love it.

Maybe you, it's you, it's Kim be so clearly it's a customizable piece.

Why are they gonna click on this?

Maybe, why are they gonna be interested?

Well, it's pretty close up.

It does look very handmade.

'cause you see it as, as they're polishing it, what are they gonna buy?

Well, it's probably this jewelry, probably this piece of necklace.

Um, but there might be other pieces of jewelry that they want there.

Which one are you gonna go with?

You did not guess this.

I guarantee you, you do not guess that the iPhone shot video was

the one that did much better.

Let's debate why.

Why do you think that is?

I would love to talk to you about that in the chat.

I, I'll tell you why.

I think it is.

People want to understand that this is, I.

So real, and so the iPhone angle, the fact that it's shot with the phone and

it's selling such an expensive piece, the average cost per purchase is between

300 $500, which is a $2,000 a, a 1000 to $2,000 piece for it to be profitable.

This is something that blows me away every single time I see it.

And I'm not a huge fan about selling jewelry, especially high-end jewelry

'cause of how much money you have to spend to acquire that purchase.

But this changed the game for this brand specifically.

We thought we had to invest, we thought we had to have a, a high-end shots.

We thought we had to bring in nice cameras as soon as we started pumping

out as much creative as possible.

And we're able to see that iPhone shot for a jewelry piece that was almost more

than the iPhone that we shot it with.

Was something that changed and blew our mind.

Absolutely.

You cannot be afraid of this.

So from the attention level, almost double, or, sorry,

almost triple the watch time.

Three seconds long.

This is debatable because the video length of this one is

much shorter than the other.

I will, I I will recognize that.

So the looping element of this might make it watched, uh, a little bit more than,

uh, than, than the, than the normal one.

But it's still undeniable with how much cheaper the CPA A is.

All the other metrics fall in line.

Okay, let's go one more.

Let's go even deeper down the funnel.

This is gonna be a good one too.

So if you mess up on the last two, try to redeem yourself.

We're all the way at the bottom of the funnel and see what you got.

First one.

Not bad.

What are people gonna buy?

Probably because you hit a P D P, right?

We showed you the, all the jeans that is, we showed you all the jeans

that we have in the collection.

Even maybe you went to collection page and you're just shopping from that with

the added card buttons for quick shop.

Why I think people are gonna be clicking on this and we'll watch it one more time

just so you guys can get this through.

You see the next one?

Pretty similar but a little bit different.

They're knocking.

All of the objections of why someone would wanna wear this

because she's lounging in her jeans.

How often do you come home Jeans And the first thing you wanna do is take them off.

'cause it's so uncomfortable that the fact that they kept highlighting it, how

comfortable it was in your helm, how, how she was relaxing in it is something

that you're just subconsciously breaking down why someone would wanna wear,

where someone would actually wanna wear these mountain bow jeans at their house.

Other than changing into more comfortable clothes, what are they gonna buy?

These pair of jeans.

Where could you drop them off on this after this ad?

Well, you certainly could drop 'em back to the p d P of the jeans

that they just came back from, or you drop 'em into that collection.

I.

It's pretty straightforward.

I think it, it's gonna do its job.

Okay, let's hit in with this one.

I'm gonna pause this.

I'm breaking my own rules.

Do you see the first three objections that we went from?

Go back and forth.

1, 2, 3, 4.

Okay, so the only difference here, hopefully you caught it, was the

lifestyle shots out on the streets.

I think it was so well done.

Let's find out which one of those did better.

Same exact rules apply.

The only difference that we saw here was that section of the lifestyle stuff.

So which one do you think worked best?

The one with the lifestyle.

Let's watch it one more time so you guys can understand why.

Objection.

Knocking object.

Knocking.

A little bit of a quote.

Objection.

Objection.

Knocking.

And then here we go.

Okay.

Speeds Up towards the end.

I, I loved it.

I think this was a well shot ad.

Really highlighted all the elements with, kept it a little bit more

fashionista fashion forward.

The data spoke for itself 19%, over 12% of the interest.

Five seconds of that video was watched.

More cost.

Bracket cards were cheaper and obviously CPAs were cheaper.

Now.

With all that being said, I hope you took away a little bit of like how I'm

analyzing this, how I'm breaking this down, but what about how do we stop

from, from mitigating overall spend?

Well, this is gonna get into like the, the theory and thoughts

of how we make decisions.

So I'm gonna use an example specifically from a brand that we're running with and

show you how like there are two, there are two, um, Specific documents that

we use, but you can still build this out inside of ads reporting, or you can

just email me and ask for the templates.

I'm more than happy to share with you as well as some videos

of how to do it yourself.

So there's two things that we take into consideration, and a lot of people, uh,

teach and preach two different styles.

Ultimately, it's coming down to your gated decision making.

Gated decision making is a theory based around if your, the likelihood

of your clicks turning to carts, carts turning into purchases,

and purchases being underneath the cpa a that you want it to be.

So all, all I'm trying to say is if you allow each ad that you

run, Spend at least one a o b.

Now, some of you're saying, well, Nick, my a o b might be $2,000, $2,000.

Guess what?

You're gonna have to move closer down, or you're gonna have to move a

little bit further down the funnel.

What is your average cost per car that equals, that more

likely equals a purchase.

You're gonna have to start building correlations or decision

making off of that, which I'll share with you in a second.

Did it spend one X a o V?

No.

Okay.

We're probably gonna let that continue to run.

Did it?

Yes.

Did he get a purchase?

No it didn't.

Well, we need to kill it unless your cost credit carts initiate.

Checkouts allow for me to justify.

This is continuing to run a question.

I'll ask my media buyer a question.

I'll ask the brand, why did you turn this off?

Your cost credit carts showed that there might be another purchase coming in

the next two, three, $12 being spent.

Did you know what was gonna happen next?

Most of the time the answer is like, No, we couldn't afford to spend this much

money or yes, we felt like there was too.

Uh, the cost credit card cost per initiated checkout was too

high based on our previous data.

Well, what if it did?

How far under target are you gonna go?

Are you gonna let that continue to run?

Maybe you got lucky and the purchase came in because you only had one

added card and you had one purchase.

There's a couple of questions you would ask there.

So that duration of time is, if it's spent one X a o V, we'll select it.

That's within the first day.

If not, continue to let it run if you are gonna let it run because of the duration.

Was it under your, under your, uh, leading indicating metrics?

Or was it below, uh, or was it above your leading indicator metrics?

Lastly is if it did, let that bad boy continue to spin,

and if it's not, Kill it.

How do we make that decision though?

This is the one thing that I know you guys are gonna want to take home

is our delayed attribution document and our correlation dashboard.

So on the right side you can see we, we pull a nice little automated,

uh, dashboard that allows us to understand where our dollars are

being spent across the funnel.

Top bottom, D P A.

Uh, most likely.

On the bottom, we're not talking about dava broad audiences for prospecting,

we're only talking about below.

I need to understand what happens on one day view.

One day click 20 a day attribution.

That's how Facebook is wanting us to optimize.

There are some brands out there that go like, Hey, Nick, we make our

decisions off of a seven day click.

Hey, Nick, we make our decisions off of a a one day click.

Sure, that's fine.

But there is still gonna be a lift.

And if you're spending primarily on Facebook or majority of your dollars

on Facebook, this is the proper way in which you need to make a decision, at

least on a daily account, uh, structure.

Now, you might have a more advanced, uh, decision making play, or you might have

more, more elements that come into this.

For right now, each product or each part of the funnel should have a reason why

you're turning it off or turning it on or turning spend down or turning spend up.

So on prospecting, code, remarketing or even D p A, you

will get some success metrics.

So I'm gonna show you where I pulled this from specifically as I go deeper into it.

This automated pull comes from our one day view, one day click, and what

would happen on that one day versus what would happen on that 28 day.

And then it's gonna gimme an idea of like where I could, what I can

afford to have, based upon me hitting my success metric at one point.

Uh, 1.1.

So let me show you a little bit more.

On that correlation or that delayed attribution document.

Okay, so let's plug in real quick.

I'm gonna zoom in for everybody here.

So this is data relatively fresh.

And what happens is this will all automate it and update itself based

on the metrics being pulled here.

This is obviously pulling off of my cold Ross.

What we did was all we, we simply exported all campaigns and separated

it within to our one day view or one day click in our 28 day click.

By exporting our spend as well as the revenue at each step, we're able to

build the predictability of where that growth or where that lift is going to be.

What else could you end?

This, you can add a seven day click, you can have a seven day

view, but I want to know like what that full day of attribution, what

that full lift of attribution is.

So that's my one day to my 28th day.

Same thing I would do for Hot ro, deeper down and funnel.

Make sure I label so that anybody that needs to track this understands that I'm,

where I'm pulling from middle of funnel, um, a new creative as well as d p A.

So dpa, we like to separate that out just 'cause it's more often

than not super deep in the funnel.

We're not really running DPAs.

For page views.

We're not really running DPAs for just overall site visitors.

We're reserving DPAs for add to cards, to initiate checkouts, and then

obviously our overall spend distribution.

So in the last 30 days for that spend, about half a million bucks.

I wanna see my over leveraged.

I'm spending, majority of my dollars are new acquisition, which I believe

is how it should be done because our job is to acquire new customers.

Facebook is a tool just like a microwave that heats up a product.

Okay?

Use Facebook for what it's intended to be.

Not as your marketing channel, which yes, that's how you can describe it,

but as a user acquisition channel that we know is the easiest and,

and in my opinion, the best way of acquiring new customers 'cause of the

ability to target and create content that will kind of siphon it for you.

So I think it's important to keep things as close as you can, like 60, 40, 70, 30,

60 and 70 being the new acquisition, 30 to 40 being the remarketing and retention.

So when we have all those plugged in, it's gonna give us a sweet little numbers.

'cause we know our success metric is, maybe it's a 1.5, maybe it's a 1.7.

What that's gonna do is, as you can see on the left side, it's gonna update.

It's gonna update all of it.

Current success metric here, this is pulled off of my numbers across the board.

So this is the breakdown of where my spend and my dollars are gonna be.

See this spend breakdown is on our spend distribution.

D p a remarketing.

What is my success metric?

Well, this is being pulled in from, uh, this is what we need to input.

This is what we are getting created, and so we know that for us to hit this 1.10

metric yesterday needs to be at least at a 0.92 for me to hit my 3.11 metric

yesterday needs to be at least at a 2.42.

So now we're giving ourselves the decision making.

We're giving ourselves the, the gates in which we need to make

our, our calls to make sure we hit our success metric of a 1.7 based

on what being currently at a 1.6.

So this little tool is giving me what I need to base all

my decision making off of.

Now, take what you know here, love to share the doc with you.

Hit me up if you need it, and apply it towards what I would love

to talk about as a correlation.

Dashboards.

Something very, very simply made something that you can

make in your ads reporting tool.

But all it's gonna tell us is where we can afford to make a cut, where we

can afford to turn things up and down.

So if you have your correlations where C T R C B C cost credit card initiate

checkout, c p n, obviously us, you can clearly see that there's no direct

correlation to c p A on the C t R of C P C, which I've already told you

about, which I, I hope you understand and take my word serious, but as we

get closer to the initiate checkout, as we get closer, To the c p and roas.

You can see that these leading indicators are actually a good indication of whether

the purchase is gonna happen or not.

Then you come down into our conversion rates,

conversion rates gonna let us to understand what's the likelihood

of that cart turning into purchase.

That click turning into a cart, that click turning into a purchase.

That added cart.

Turning into an initiate checkout.

Initiate checkout, turning into purchase.

That's when we started getting really interested in knowing,

okay, what's wrong with our funnel?

Are we having issues here?

Is a cart functioning properly?

And the basis of which we pull this on is something that we're learning

that we need to be looking at on a two on, on a biweekly basis.

Or even if we're spending a significant amount of money on a weekly basis,

we would like this to be automated.

How do we make this easier to, to operate within?

We have our success metric, right?

What's different here?

We can't necessarily have just a blanketed success metric if

you run a multis skew store.

Each one of your products potentially might have a different margin.

If you're running a bundle, each one of your stores is potentially gonna have a

different structure within the account.

So if we're able to export this and make some cool decisions, at least

some, some plans of attacks, so that your media buyer, your junior buyer,

your senior buyer, your your team can have justification as to what

decisions they're making on a daily basis, a weekly basis, you're gonna

have a lot more confidence in them.

They're gonna have a lot more confidence in themselves of how much

money that they can actually spend.

Just that simple.

A good media buyer when I get this question is like, Shaq, what?

What makes a good media buyer?

A good media buyer?

A good media buyer knows how to spend money.

It's very loaded question and even more of a loaded answer.

A good media buyer is confident enough to put dollars in knowing

what is going to happen next based off of their best judgment.

Right?

It's a little bit in the gambling sense of the odds of that gonna be

red seven when we're doing little brother roulette, or the odds of that

being, um, a double zero on green.

Okay.

We know that based off our funnel metrics, based off the, the conversion rates and

some of the correlations that we have based on my store, based on the product,

based on the offer, we're gonna be able to make some very educated decisions

and the simp, some of the simplest tools here you can build yourself.

So if I were to come into back into our correlations, how we like to set

this up is we're gonna get different gates and this is gonna be automated.

So this is overall the total, but what if I want to just prospecting.

Well, now we found out that our one day we need to have a 1.10, right?

So what does that actually look like on my one day decision making to hit that?

You have a couple ways of looking at this.

So my one day now, I'm not gonna just go and just give

myself a little bit of buffer.

I'm not gonna just go 1.1.

These metrics are gonna change.

Now what if it's a rough day?

Well, maybe I need to make my decision off 1.3 to give myself

a little bit of a cushion.

All my gates potentially change.

Now you ask, what is this moving off of?

Well, you're going to, it's off of our A O V obviously purchases versus conversion.

And that A O V is important for us to know 'cause this is just

what's happening on Facebook.

What revenue, what AOV is coming from on Facebook.

These I, these A O V numbers are important.

You can get this in Facebook.

A lot of people don't know you can do this.

You come into reporting, you can actually add in that column.

So a O V is something that we can add in there.

So let's say we're looking at this account now look, you can see that

these are all of my correlation dashboards right here built in.

So I can start seeing on a campaign level shit, I can start seeing on a

ad level of which one is more likely I'm gonna get rid of this campaign.

Which one is more likely to drive the highest?

A o B?

Where's my a o b all over here?

Let me move this bad boy over here.

I am gonna be able to see which one of my ads is driving the highest it would be.

What about this I were to search for link?

Where's it on?

Ah, that's what's, that's a bummer.

One second.

Okay, so we're back.

So we had a couple of technical difficulties that I had to work through,

but it's okay 'cause everything loaded up.

What if I told you you're able to find your A O V amount spent

and see what landing page led to a purchase more frequently?

Well, what, what I found out is that you cannot search and get link ad settings

or the page or U R L that you're able to drive to inside ads reporting.

Why is that not allowed?

Facebook please tell me.

Very confusing.

But what you could do is you'll, you'll be able to have this page, if

this was loading for me, you can see exactly how much revenue was driving,

what landing pages you were going to, which one was driving the most revenue,

and how many dollars you've spent.

Simply by adding an A O V and other one of these correlation metrics earlier on,

kind of cool stuff that people are not talking about as much as they should be.

So how would I do this any different?

Well, if you wanted to get a little more advanced, a little bit more

specific, pull per funnel position and separate it out so you can understand

what do we need at prospecting, what do I need to remarketing?

Even if you had per product at top, uh, prospecting and remarketing or

prospecting, reengagement and remarketing, you'll have a better understanding of

what does my decision-making need to be, not just what does my account look like.

Your margins might be different, and it might be bearing.

How do you do this?

How do you figure this out?

Where do I get some of this ad uh, inspiration?

Well, you could go to a professional, could ask them for some help, copywriter,

give you a little bit new angles.

But if you follow this simple structure, you'll be able to

get your own little ideas.

Maybe you're struck right now.

Maybe that's why you're here.

'cause you want some creative inspiration.

I know there's gonna be a couple of great talks.

Brandon Mongan has a great, great discussion.

Jordan Menard is gonna crush it with some of his content.

Talk with some really, really good copywriters, Stefan, and you have.

Uh, Taylor, like some good, good dudes talking about some angles that

might encourage you to, to make a purchase, might encourage you to

create a little bit more ideation.

Well, here's where I would like to go.

Go to your Amazon reviews, run some post purchase surveys, and even

just look at your ad engagement.

This is gonna give you enough ideas and a little bit of, uh,

inspo where you can run from.

So look this on Amazon, you can see some of the main talking points

that are being commented down below.

Even some of your ads of like, do you have a twin size for, uh, for dorm rooms?

I didn't even think about creating content that speaks specifically

to a larger size or even speaking to the college demographic.

Now I want to go down into that.

What about a vet cover?

Maybe?

So if you're, um, a sheep brand, this is something that I would

definitely, would incorporate into.

Well, what about getting more, more, more of a debate cover.

Cool.

Multiple people talking about it.

Here's a little bit of a hack for you, and I learned this one from James.

Shout outs to you, brother.

Thank you so much.

Monkey learn.com/word-cloud.

No affiliation.

What you do if you have a demographic and say you're selling, um, weighted

blankets, and you wanna understand what are the reasons why people

are using weighted blankets?

Open up a monkey word, uh, monkey learn word cloud.

Go back to Amazon.

Start exporting your five star, uh, five star reviews and one

star reviews, and just plugging them into the, the open space.

On here At Monkey Learn, you're gonna start seeing different things pop up.

The word cloud means this is the most consistent things that are

talked about most frequently.

Start pulling them out, putting it down.

Give it to your copywriter.

Give it to your creative director.

Give it to your team, maybe yourself, maybe having to sit there and

rewrite that as a hack my friend.

Overall, there's multiple types of content and we like to talk about it

in a little bit of like your toolkit.

What, what kind of things do we need for us to be successful?

Well, you have to kinda hit all these buckets and if you're an Amazon individual

and you're, you've never had to create content or if you are a drop shipping,

you've never had to create content.

There's a lot of different types that you can bucket it into, falls within

lifestyle, it falls within studio.

Storyboard, maybe even some scripted and obviously some animations,

which I know Jordan, uh, and Brandon are gonna talk a lot more about.

What about a little bit of a structure?

That's is something I really, really love.

I always leverage dynamic creative tests, especially when

I have new things coming out.

We don't always have to use that dynamic creative test.

You can still include multiple forms of creative and multiple forms of

copy just from the normal prospecting optimizer for conversion campaigns,

but generally speaking, if you have a new idea, You have a different

concept, a skew a product or an offer, let that be at the campaign level.

It doesn't always have to be in a D C T, but let that live in itself together

so that when you're navigating through, it's easier for you to identify what it

is that's going on, what it is you're gonna expect inside of that campaign.

Say you have a clear idea, you want it to be, uh, healthy living, right?

But within healthy living, there's some finger, um, ideation around it.

There's some different avenues you can take within the

health healthy living area.

Maybe you have.

A single edit or a single angle here, angle here, and a third angle.

It all lives up within that concept.

Maybe it's multiple angles for a specific sku, just an easier

way of organizing the account.

Promise.

You might look simple here, but this can get as large as your imagination.

Um, something that we love to structure our initial accounts for, and I'll

show you a little bit more after it, right when I ended this way.

A lot.

I understand this.

You're probably overwhelmed.

This is just day one.

You guys have a whole, you have people right after me if Yaha, that's gonna

talk about, uh, magics and how you can actually optimize and do these

things much quicker other than just the manual old school way, like myself.

But it's okay if you can't keep up.

It doesn't matter.

You can get the replays.

You can record yourself.

Hell use a little bit of a loom, but I want you to remember this.

Step one, we talked about what content is needed and where.

Every job, every, every ad has a job.

Let's make sure we get that done.

Make sure we understand why we're running this ad, what

who we're trying to speak to.

Second is, how are we gonna limit that ad spend loss?

Well, let's start by optimizing for letting it run for one a o

v, and let's choose a three day, seven day, and 14 day window.

That's how we like to do it.

I call it the accordion.

Look, as I launch it, I do my best not to make any initial daily decisions.

Unless you're spending hundreds of thousand dollars a day,

you're not gonna buy enough data.

To turn it off.

A lot of people, especially as they're getting into this practice,

are turning it off too prematurely.

You have to let it spend.

If you don't buy the data, you aren't gonna make the decision.

That's gonna be sounding consistent.

Don't be trigger happy, let it run.

And lastly, what is the testing structure that we can implement?

Well, if you understand our correlations and if you understand what your

delayed attribution is, you know where your cut should be, or you

understand I am so far underneath my metrics I can, or my decision making

metrics, it's, it's all in line.

Continue to add more budget, you'd be able to continue to scale.

I promise you.

Just understanding what delayed attribution is and what your initial

correlations are, will be more than enough for you to take a step and to execute.

I am so thankful.

Honestly, I know that I went into some new stuff and I am gonna show

you one of my accounts briefly, so let me pull that up for you.

But before, I just wanna say thank you and I'll give you a little

bit more of juice after this.

And if I wanted to ask you guys if you ever wanted some ads made, we have

a great company that we, we've been running for just over four to five

months and it came out of a necessity.

It's called Constant Creative.

And I'm not gonna talk too much about it.

I'm not even gonna pull it up here.

But if you'd like us to make your ads, Love to give you 25% off that

first one just by using Geek Out.

I hope to see you there and stick tight.

I'm gonna show you a little bit of some of our ad accounts just briefly.

So we do really, really enjoy running dynamic creative tests,

especially with multiple offers.

And here's a perfect example of doing it.

Every dynamic creative test we have, we like to rotate between

A, B, O, and D, uh, and C B O.

The only difference here is if we have to guarantee that we get spend

on a ver a variety of products or a variety of shots, we will offer an A B

O just to make sure we can control it.

Now, I know what you can say is like, well, Nick, you could run C B O and

you can put a minimum spend behind it.

Yes, but you still can't control the amount of spend going to it.

It doesn't mean you, even if you put a $20 must spend limit, it does not mean you're

able to actually get that total spend.

If Facebook chooses to put all the budget into your other campaigns,

other ad sets, it just doesn't happen.

So if we know we have to get enough spend on each one of our products

or each one of these creatives, we opt, usually opt for a B O.

We leverage dynamic creative test because there's so many things going on.

It's the easiest way to keep content fresh, and it's the easiest way to get new

tests going, whether it's copy specific or whether it's creative specific.

So each product we have, whether it's fruit, whether it's, whether it's just

the sunshine, even at bottom of funnel.

So if I were to, um, search specifically just for prospecting, which I, I use this

left and right, this is the only way I'm able to navigate through each account.

You can see from April to June.

We have some really big winners and with some really good spenders.

So over for Mother's Day specific campaign, remember offer specific

at the top of the campaign.

Now we know exactly what should be underneath it for breast cancer awareness.

Warning right now, great offer, great product, great new things.

This should be running consistently under dynamic creative tests.

We're prepped for it, right?

Mother's Day.

Great opportunity.

Even graduation in America, it's a big angle for us.

If you have one offer that's running, but you have multiple creatives a part of it,

it should live in that same structure.

C B O Dynamic creative test.

You can see how many times we went for three great rounds,

and that's a W for us here.

Heck, we even have one brand.

That we spend a boatload of money and they do unique drops every single month.

Um, this was a great opportunity.

We ran a five x, um, about just under a million spend, about

2.8 million o wall return.

The majority of this is for prospecting, so for me, I'm pretty pumped up about it.

So we have all new things dropping and for this specific account, it's very

product and offer heavy, so we don't have to do too much testing on the

actual, uh, audiences or, or campaigns.

Because we do know already what audiences are there.

So if we already understand our audiences, we know that if we just

iterate on the creative or iterate on the new products or offers, most likely

we're gonna get the revenue we wanted.

And, and I think the team is doing pretty good on this one specifically.

It's from April to June.

Um, and let's just find out just prospecting.

Very happy.

So majority of the, uh, the spend that we're putting into it,

it's definitely on prospecting.

So again, I hope you guys enjoyed it.

I would love for you guys to reach out.

Just pinging me up in the Telegram group.

I'm so thankful for you guys to be here to spend your time with us.

Thank you for joining Geek Out and I'll see you guys soon in person.

Hopefully.