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These are the user uploaded subtitles that are being translated: 1 00:00:04,560 --> 00:00:06,450 What is up party people? 2 00:00:06,540 --> 00:00:09,090 I am so thankful that you guys were able to take the time and, 3 00:00:09,360 --> 00:00:11,250 and find out about our event. 4 00:00:11,280 --> 00:00:14,940 Maybe you saw us online, maybe saw me post, saw James Post, or somebody 5 00:00:14,940 --> 00:00:15,780 might have shared it with you. 6 00:00:15,780 --> 00:00:19,470 But I'm very, very thankful that you guys are here with us on this weekend, wherever 7 00:00:19,470 --> 00:00:22,170 you are tuning into this world, whether you got the upSo, whether you got a. 8 00:00:22,724 --> 00:00:23,685 Uh, the replays. 9 00:00:23,685 --> 00:00:26,084 I'm just very thankful that you are here and we're able 10 00:00:26,084 --> 00:00:27,314 to give back to a community. 11 00:00:27,765 --> 00:00:31,394 I wanna take this opportunity to, to make a comment about what it 12 00:00:31,394 --> 00:00:32,534 is that we're all experiencing. 13 00:00:34,065 --> 00:00:37,964 I joined this world of digital marketing, entrepreneurship, um, 14 00:00:37,995 --> 00:00:40,485 brand building, e-commerce, 2015. 15 00:00:40,995 --> 00:00:43,754 It's the best decision I ever made, and it was the hardest decision I ever made 16 00:00:43,935 --> 00:00:45,224 because I gave up a dream that I loved. 17 00:00:45,885 --> 00:00:49,035 I will tell you that this has given me everything I wanted, and I know it'll 18 00:00:49,035 --> 00:00:52,334 continue to give me anything I want because of how much I love this space. 19 00:00:52,620 --> 00:00:55,770 Whether it's some, whether I'm building something myself, whether I'm assisting 20 00:00:55,770 --> 00:00:59,040 somebody or a brand that we're partnering with, a marketer that I'm partner with, or 21 00:00:59,040 --> 00:01:02,760 if it's just this and, and educating and giving back, this is what I love to do. 22 00:01:03,150 --> 00:01:05,489 So I hope you guys can feel that throughout this entire talk. 23 00:01:05,489 --> 00:01:09,210 And I think a couple people that really see this within myself, James, and, 24 00:01:09,215 --> 00:01:10,770 and the support system we have behind. 25 00:01:11,565 --> 00:01:13,125 Are our key PON key sponsors. 26 00:01:13,125 --> 00:01:16,155 And I wanna say thank you so much to Chase at the PACE certified team. 27 00:01:16,395 --> 00:01:17,895 You guys have believed in us from the beginning. 28 00:01:17,985 --> 00:01:19,185 Very, very grateful for that. 29 00:01:19,545 --> 00:01:23,804 The Gorge team, gorg has been around, uh, for about two, two events for us now, 30 00:01:23,810 --> 00:01:24,945 and they've been such great partners. 31 00:01:24,945 --> 00:01:25,634 Thank you, Phil. 32 00:01:25,995 --> 00:01:28,995 Um, Outbrain, I know you guys have great, great support with James. 33 00:01:29,000 --> 00:01:31,815 James is one of the largest native buyers that are in the world. 34 00:01:32,145 --> 00:01:32,414 World. 35 00:01:32,414 --> 00:01:33,495 I can say that with confidence. 36 00:01:34,185 --> 00:01:35,085 Affiliate Business Club. 37 00:01:35,085 --> 00:01:37,365 Aki, you've been a, you've been a huge support on getting up the 38 00:01:37,365 --> 00:01:39,705 tech up and running, and thank you so much for troubleshooting. 39 00:01:40,215 --> 00:01:41,925 Cashout team is solid. 40 00:01:41,955 --> 00:01:43,125 Thank you so much for having great offers. 41 00:01:43,125 --> 00:01:43,215 Mm-hmm. 42 00:01:43,785 --> 00:01:46,515 Fluent, your talk is me, one of the better ones. 43 00:01:46,605 --> 00:01:49,425 I'm so thankful for you guys were able to be a part of this and, and for supporting 44 00:01:49,430 --> 00:01:53,385 James and I's vision and Dream d f o one of the better networks out there. 45 00:01:53,445 --> 00:01:58,305 Thank you guys again for being a part of this s joining as well. 46 00:01:59,160 --> 00:02:03,240 Further ado guys, I really wanna talk to you about a talk that I, I tried to do 47 00:02:03,330 --> 00:02:05,850 live, but I wasn't able to go in as depth. 48 00:02:06,089 --> 00:02:08,609 So if you guys were familiar with what happened at a w A in Bangkok 49 00:02:08,850 --> 00:02:09,930 did something very similar. 50 00:02:10,109 --> 00:02:13,950 What I wasn't able to do, I'll show you some of the metrics of how I measure, how 51 00:02:13,950 --> 00:02:15,900 I make decisions and how I limit ad spend. 52 00:02:16,200 --> 00:02:19,290 Wasn't enough time here, but I get to take my time and get to go into it, 53 00:02:19,620 --> 00:02:20,880 and I really do hope you enjoy it. 54 00:02:23,834 --> 00:02:24,855 Some of you may not know me. 55 00:02:25,065 --> 00:02:27,075 Um, my name is Nick Shackleford. 56 00:02:27,405 --> 00:02:30,375 There's more cartoons than there actual human elements of myself floating 57 00:02:30,375 --> 00:02:34,065 around the internet, and I do it for a specific reason as branding, right? 58 00:02:34,364 --> 00:02:35,114 What do we all want to do? 59 00:02:35,114 --> 00:02:36,075 We wanna be known for something. 60 00:02:36,075 --> 00:02:36,915 We wanna build a brand. 61 00:02:36,915 --> 00:02:39,435 We wanna have a reputation that, uh, precedes us. 62 00:02:39,704 --> 00:02:43,725 And I've worked very hard to keep the reputation I think I was able to 63 00:02:43,725 --> 00:02:45,855 treat everybody with, with respect. 64 00:02:46,005 --> 00:02:49,185 And I believe, uh, the hard work that myself or my team puts in 65 00:02:49,305 --> 00:02:51,734 and the events that we put on should speak for themselves. 66 00:02:52,799 --> 00:02:56,310 2015 is when my life changed, kinda what I spoke about before I left a job, 67 00:02:56,490 --> 00:02:59,460 left something that I really, really loved behind and my life changed. 68 00:02:59,490 --> 00:03:02,970 Um, I joined PepsiCo and learned all I could about marketing. 69 00:03:03,180 --> 00:03:05,880 Just sat in meetings that I was not qualified to do, but 70 00:03:05,880 --> 00:03:06,810 you have to buy your time. 71 00:03:06,870 --> 00:03:09,540 You have to put in your dues and things, but up from there. 72 00:03:10,155 --> 00:03:12,195 Right After I left PepsiCo, I joined a team at Apple. 73 00:03:12,225 --> 00:03:13,665 That's where I learned media buying. 74 00:03:13,665 --> 00:03:15,734 That's where I learned how to buy Facebook ads. 75 00:03:15,734 --> 00:03:19,605 If you guys remember the, the iPad Pro on iPhone seven, I was part of the team 76 00:03:19,605 --> 00:03:22,786 that launched that worldwide and that was really what got me started in, in 77 00:03:22,845 --> 00:03:24,524 digital marketing to say the least. 78 00:03:24,765 --> 00:03:25,605 Shout out to Al Amazon. 79 00:03:25,605 --> 00:03:26,355 Thank you so much. 80 00:03:27,045 --> 00:03:28,424 Then it got interesting, right? 81 00:03:28,484 --> 00:03:30,734 Then I found out what direct response marketing is and if 82 00:03:30,734 --> 00:03:32,144 anybody remembers these things. 83 00:03:33,329 --> 00:03:36,510 That is when I fell in love with putting a dollar in and making 84 00:03:36,510 --> 00:03:40,049 a couple bucks back was what we launched with my partner, Jake. 85 00:03:40,769 --> 00:03:43,980 That was my first taste at what income could have been. 86 00:03:45,150 --> 00:03:46,830 Born and raised in Orange County, California. 87 00:03:46,920 --> 00:03:51,900 I was a, a part of a, of a smaller family, divorced small, and I realized 88 00:03:51,900 --> 00:03:54,000 that I could be anything I wanted. 89 00:03:54,270 --> 00:03:56,580 This is what digital marketing has done for me, provided me an 90 00:03:56,580 --> 00:04:00,090 opportunity to, to produce for myself, for my family, and my two pups. 91 00:04:00,095 --> 00:04:01,380 So I'm, I'm glad you're here. 92 00:04:01,380 --> 00:04:03,840 I know you're gonna learn something today, and I'm thankful that 93 00:04:03,840 --> 00:04:05,400 you, you're be a part of this. 94 00:04:06,120 --> 00:04:08,460 After I launched visually, I needed more opportunity. 95 00:04:08,460 --> 00:04:10,410 I needed to try myself and try my luck again. 96 00:04:10,650 --> 00:04:13,110 It was a great success, but I thought it was, might have been a joke. 97 00:04:13,770 --> 00:04:15,480 Led me to Tim Bird at Agency Y. 98 00:04:15,900 --> 00:04:19,920 Tim gave me the first opportunity to test my skills on multiple brands, and that's 99 00:04:19,920 --> 00:04:21,329 when all things started to make sense. 100 00:04:21,660 --> 00:04:24,900 Everybody knows about the Bully method and about Stop and all these rules. 101 00:04:25,260 --> 00:04:28,500 Tim was the first one back in the day really talking about this publicly and. 102 00:04:29,250 --> 00:04:31,919 Anybody can have opinions about this, but he was probably the, 103 00:04:32,070 --> 00:04:35,340 the, the earliest in the game of teaching, educating, and mastermind. 104 00:04:35,340 --> 00:04:38,460 So thank you so much, Tim, for, for taking me your wing and giving me a, a 105 00:04:38,465 --> 00:04:41,789 platform to, to really speak and that Facebook ad buyers and, and ad leaks. 106 00:04:42,060 --> 00:04:43,620 It's a great community if you're not in it already. 107 00:04:44,534 --> 00:04:48,495 Then I got very fortunate in joining a nice direct e-commerce 108 00:04:48,735 --> 00:04:52,185 when the brand decided Common Thread Collective 20 in, uh, 2018. 109 00:04:52,935 --> 00:04:54,495 Uh, very, very good show. 110 00:04:54,555 --> 00:04:57,164 Um, great experience building the team out there on media buying 111 00:04:57,164 --> 00:04:58,605 over here in Santa Ana, California. 112 00:04:59,295 --> 00:05:03,375 And that's what allowed me to touch a lot of the bigger brands, the case studies. 113 00:05:03,945 --> 00:05:06,465 Good spend big moments, planning. 114 00:05:07,575 --> 00:05:08,625 That's what it all about. 115 00:05:08,805 --> 00:05:10,125 And which leads me to today? 116 00:05:10,395 --> 00:05:12,885 Well, we've been able to build for the past three years, 117 00:05:12,885 --> 00:05:15,734 specifically, maybe like the last two, it really started taking off. 118 00:05:16,185 --> 00:05:18,765 We have structured, which is a team that we've put together, have 119 00:05:18,770 --> 00:05:23,325 a great email marketing team and great, uh, paid media team, constant, 120 00:05:23,325 --> 00:05:24,465 creative, and then geek out. 121 00:05:25,005 --> 00:05:25,275 Cost. 122 00:05:25,275 --> 00:05:28,485 Creative is a content team that just makes ads consistently one of the better 123 00:05:28,485 --> 00:05:32,085 ones on the internet, and we're focused on specifically making ads that convert 124 00:05:32,355 --> 00:05:36,285 not just images or graphics, like this is money that you're investing and 125 00:05:36,290 --> 00:05:37,105 money that you're hoping to get back. 126 00:05:37,545 --> 00:05:37,665 I. 127 00:05:37,920 --> 00:05:38,820 That's where we're here to build. 128 00:05:38,825 --> 00:05:42,180 And, but we're not here to talk about that other than creating content. 129 00:05:42,930 --> 00:05:45,719 So the one big question I want people to understand really, really take 130 00:05:45,719 --> 00:05:50,310 to heart is when you ask anybody this, when you ask me this, you're 131 00:05:50,310 --> 00:05:51,420 gonna get a different response. 132 00:05:51,420 --> 00:05:54,000 So it's, they usually go, how do I create scale on my Facebook ads? 133 00:05:54,270 --> 00:05:57,040 How do I keep it consistently on Facebook and Instagram? 134 00:05:57,420 --> 00:05:59,220 Well, it actually should come out like this. 135 00:05:59,640 --> 00:06:03,420 How do I create consistent content that creates consistent scale on Facebook? 136 00:06:03,810 --> 00:06:06,659 That's the real question that we're not asking, but we need to be, I. 137 00:06:07,065 --> 00:06:09,435 So today I'm gonna be talking specifically about content that 138 00:06:09,435 --> 00:06:13,815 converts and how you can create and analyze it so you can do more of it. 139 00:06:15,135 --> 00:06:17,655 These are the three main things you haven't bought if you 140 00:06:17,655 --> 00:06:19,485 haven't bought the the replays. 141 00:06:19,545 --> 00:06:21,735 But if you are interested in like how to take, take notes 142 00:06:21,735 --> 00:06:23,295 along 'cause it will disappear. 143 00:06:23,325 --> 00:06:24,825 Here's what we're gonna be planning across. 144 00:06:25,335 --> 00:06:26,625 What content is you in wear. 145 00:06:27,450 --> 00:06:30,419 How to limit the ad spend overall, a little bit of decision making that we'll 146 00:06:30,419 --> 00:06:33,990 be able to go into and how do we build some structure for some content testing? 147 00:06:33,990 --> 00:06:35,159 I won't go too deep into this. 148 00:06:35,400 --> 00:06:38,219 There's a couple other videos I have out there on the internet, but the main 149 00:06:38,219 --> 00:06:41,039 one is I'll give you a little bit of a framework and talk through it and 150 00:06:41,219 --> 00:06:42,719 I'll even open up an account for you. 151 00:06:43,950 --> 00:06:46,530 Every ad has to do its job, right? 152 00:06:47,010 --> 00:06:49,200 I'm not gonna talk about stuff specifically until we get down 153 00:06:49,200 --> 00:06:52,620 towards the bottom, but every ad at every level has a job to do. 154 00:06:53,070 --> 00:06:54,510 Let's think about top of the funnel, right? 155 00:06:54,780 --> 00:06:55,650 Are they gonna see you? 156 00:06:56,310 --> 00:06:57,030 Are they gonna click? 157 00:06:57,030 --> 00:06:57,750 Are they gonna stop? 158 00:06:58,170 --> 00:07:00,660 Are they gonna shot from you talking on the left? 159 00:07:00,720 --> 00:07:01,830 Is it asking a question? 160 00:07:01,830 --> 00:07:05,520 Is it, is it, is it visual enough for them to stop and see it, 161 00:07:06,630 --> 00:07:09,120 asking these questions, talking about what it's gonna do for you? 162 00:07:09,120 --> 00:07:09,150 I. 163 00:07:09,659 --> 00:07:10,500 What about color? 164 00:07:10,530 --> 00:07:11,489 Color contrast? 165 00:07:11,520 --> 00:07:12,630 Does it have enough color? 166 00:07:12,630 --> 00:07:14,190 Is it it standing off the page? 167 00:07:14,190 --> 00:07:15,120 Standing off the feed enough? 168 00:07:15,330 --> 00:07:19,229 We've noticed this, especially when brands are being made, especially when 169 00:07:19,229 --> 00:07:22,739 feeds are being filled with, uh, more like the dark theme that happens when 170 00:07:22,739 --> 00:07:25,409 it gets darker on, on our, on Facebook. 171 00:07:25,890 --> 00:07:26,729 Is it popping out? 172 00:07:27,150 --> 00:07:27,870 What's it asking? 173 00:07:27,870 --> 00:07:28,530 Is it rating? 174 00:07:29,010 --> 00:07:31,739 A lot of these things have its own role, own job to do. 175 00:07:31,950 --> 00:07:35,520 We have to make sure that we're able to fulfill that, so we move down to 176 00:07:35,525 --> 00:07:36,900 the bottom or middle of the funnel. 177 00:07:37,275 --> 00:07:38,865 What are we using to incentivize this? 178 00:07:38,865 --> 00:07:40,425 Is there an offer attached to it? 179 00:07:40,665 --> 00:07:41,775 Is there something eye catching? 180 00:07:41,985 --> 00:07:43,275 Lot of drawing of the lines? 181 00:07:43,275 --> 00:07:46,515 Is it someone looking back at you, how stark and different it is? 182 00:07:46,520 --> 00:07:48,405 When you're scrolling through the feed, do you see some eyes 183 00:07:48,405 --> 00:07:49,515 just looking right back at you? 184 00:07:49,965 --> 00:07:52,185 What about somebody that you might see that might be a familiar face? 185 00:07:52,245 --> 00:07:54,165 Somebody that's a little bit social proof describing. 186 00:07:54,855 --> 00:07:55,755 Are they gonna relate to it? 187 00:07:56,145 --> 00:07:58,305 Ultimately, are they gonna shot from you as we move toward 188 00:07:58,305 --> 00:07:58,905 the middle of the funnel? 189 00:07:59,385 --> 00:08:00,105 What about the bottom? 190 00:08:00,870 --> 00:08:02,370 At this point, are they over you? 191 00:08:02,370 --> 00:08:03,330 Are they gonna ignore you? 192 00:08:03,720 --> 00:08:04,590 Are they gonna hide it? 193 00:08:04,950 --> 00:08:05,970 You gotta keep that paid score up. 194 00:08:05,970 --> 00:08:08,790 A lot of people are getting a lower paid score that's gonna really affect 195 00:08:08,790 --> 00:08:12,570 them as they're getting higher CPMs, or even worse, not able to advertise 196 00:08:12,570 --> 00:08:13,920 at all if it drops below a two. 197 00:08:14,730 --> 00:08:16,020 How are you calling people out? 198 00:08:16,050 --> 00:08:19,470 How are you introducing a new way or new angle for them to kind of buy into it? 199 00:08:20,370 --> 00:08:22,920 See, from foster care, one of the, one of the. 200 00:08:23,505 --> 00:08:25,125 Glasses company that we're able to work with. 201 00:08:25,725 --> 00:08:26,745 Nice little call outs. 202 00:08:26,745 --> 00:08:28,275 You can see the consistency at the bottom. 203 00:08:28,545 --> 00:08:29,805 What's gonna grab their eyes? 204 00:08:29,835 --> 00:08:31,995 Even, even at the middle of the frame of what? 205 00:08:32,054 --> 00:08:33,015 What is this product gonna do? 206 00:08:33,015 --> 00:08:34,245 Is it gonna prevent their wrinkles here? 207 00:08:34,275 --> 00:08:37,814 What about shrink your pores, the drawn and and catches that eye? 208 00:08:37,820 --> 00:08:40,695 It's such a different contrast that people are not paying attention to, and 209 00:08:40,695 --> 00:08:43,135 these of some of our better performing eyes at each stage of the funnel. 210 00:08:44,805 --> 00:08:48,495 Let's talk about something real quick, and now this is a bigger conversation 211 00:08:48,495 --> 00:08:52,125 that I hope you guys can do a little research your own, but this is a 212 00:08:52,125 --> 00:08:53,835 timeless, timeless marketing talk. 213 00:08:54,195 --> 00:08:55,155 Do you guys know who this is? 214 00:08:56,205 --> 00:08:57,435 Lys, Elma Lewis. 215 00:08:57,435 --> 00:08:57,465 I. 216 00:08:58,080 --> 00:09:01,710 In 1948, introduced the ADA model, the ADA model. 217 00:09:01,950 --> 00:09:02,550 Attention. 218 00:09:02,550 --> 00:09:06,689 Interest, desired action are the four fundamental stages of a 219 00:09:06,694 --> 00:09:10,680 consumer going from not interested, interested in making a purchase. 220 00:09:11,310 --> 00:09:12,240 What about the second guy? 221 00:09:12,600 --> 00:09:13,319 These are the two. 222 00:09:13,380 --> 00:09:16,319 These are one of the books that recommend from Ronald Joseph Kool. 223 00:09:16,325 --> 00:09:20,250 A 2013 came out one of an impressive book called Listen More, sell More. 224 00:09:20,775 --> 00:09:21,405 Effectively. 225 00:09:21,405 --> 00:09:24,915 What this means is if you aren't listening to your consumer, you don't know how 226 00:09:24,915 --> 00:09:27,615 to speak to your consumer, which means they don't know how to buy from you 227 00:09:27,854 --> 00:09:29,385 because you can't communicate to solve. 228 00:09:30,194 --> 00:09:30,555 Okay? 229 00:09:30,675 --> 00:09:31,604 Think of it like this. 230 00:09:32,324 --> 00:09:35,055 You have ada attention, interest, desire, action. 231 00:09:35,415 --> 00:09:36,464 It's just the funnel. 232 00:09:36,555 --> 00:09:37,515 It's just plain and simple. 233 00:09:37,515 --> 00:09:37,995 The funnel. 234 00:09:39,104 --> 00:09:39,675 How about that? 235 00:09:40,995 --> 00:09:41,655 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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