Facebook Ads Case Study: My 10X Profit Ads Campaign

[UltraVid id=2 ]alive how you doing as we’re here live from my studio got a maple table love this table and I’m ready to tell you about some Facebook ad stuff hope you’re doing well you might have gotten an email from me you might see this on my personal profile I’m going to verify that we are indeed live on Facebook’s let me go ahead and do that and while it looks like we are beautiful while that’s happening I’m going to go ahead and just share this now beautiful all right so it’s two weeks before Black Friday many of you watching our e-commerce retailers meaning you have a brand or a service or something that you’re offering your community or the entire nation via the internet that you’d like to sell this holiday season and so I’m going to show you a little case study of one of the things that we’ve been doing lately in kind of the way that we look at advertising and we look at amplifying our message to our fans and subscribers and people who we want to know that we exist so when we look at advertising we look at like the prospect to customer journey we kind of look at it in three phases as you can see here so we’ve got before during and after now before they are even a prospect they’re just hanging out on Facebook or they’re hanging out on Pinterest or they’re hanging out on Instagram and you’d like to get your message in front of them and so that’s like one group of people then there’s sort of the during phase which is they’ve you know they’ve heard about you they’ve seen an advertisement for you they’ve engaged with your content they heard about you from their friends so maybe they visited your website you know they’re like in the process of becoming a customer and then finally there is after they’re already your customer you know they know you know they’ve purchased from you so they’ve like done business with you which is really cool and the way that we kind of break this down from an advertising perspective because one of the things that we’ve really focused on is how to amplify our message through paid advertising and I think that if you have a business or you have some kind of an offer that you want to get out there the best way that you can do that or at least the most consistent way that you can do it is through amplifying that message by via paid advertising and the best source of paid advertising is Facebook it’s the easiest to use it’s got the most reach I mean Instagram is great Pinterest is great Google’s great YouTube’s great there’s a lot of like great ways that you can amplify your message and depending on what you’re selling and I can see we’ve got a bunch of folks live with us here which is kind of cool Rico Glover is live with us I’m going to just give myself some of these little likes because those are fun give me you know give me a little finger tap and then we’ll love on there so you know depending on what you’re selling that’s going to kind of dictate the best sort of platform for you to use to amplify your message but I’m going to focus on Facebook cuz I think Facebook is really the most relevant for most people now when we look at Facebook we break down our three pillars and it’s broken down from that prospective customer journey so the first pillar is awareness and acquisition now these are groups of people who don’t know about you yet then we have retargeting and this is the during phase people who actually know about you already and then we have loyalty now loyalty is where most of your money is going to be made most of your profits going to be made my doorbell just rang we are in the basement you can’t see back here I’ve got my my jiu-jitsu studio it’s a walkout basement right over here is like 10 acres of trees and it’s new you know we’re in New York so the leaves just came down they’re all over the yard it’s beautiful colors it’s cold I got land beavers out there had a giant spider in here this afternoon anyways you can see a little bit behind me a little our little rock wall back here so awareness and acquisition is where you’re getting your brand in front of people who don’t know who you are yet so you’re going to exclude your customers your subscribers and you’re going to attempt to get your message in front of people who look the most like people who’ve already done business with you in the past and that’s sort of your first attempt to generate leads and sales retargeting is kind of retargeting people who’ve shown interest in your brand and what we like to do is track funnel engagement so what we mean by that is like every every offer let’s say you know you may not be an e-commerce business owner but every offer has like a sequence to it right like hey you’ve got a video about your thing and then maybe you’ve got a landing page that tells more about it and then maybe on the landing page they click the checkout button and they go into a shopping cart so it’s like a sequence of events and what we like to do in that Middle Pillar is break up that sequence of events okay people who made it to page 1 but not page 2 people made it to page 2 but not page 3 and for us that’s like people who saw a video and you’re going to I’m going to show you some Facebook video ad results in a moment here you’ll be able to see exactly what I mean and sort of a practical case study of this but but the the greater frame is communicating with people based on how they how much or how little of your content they’ve consumed how far they’ve gotten down that prospect to customer journey you want to tailor your messaging to where people are at you know you don’t want to just yell the same stuff at everyone you want to communicate with folks based on where they’re at and then finally there’s the loyalty campaign or the loyalty pillar and this is where you’re kind of using special deals and complementary products and and stuff like that to increase retention and lifetime customer value now what I want to show you today is going to focus on the loyalty pillar so that’s kind of like what we’re talking about because this will be your most profitable section of your entire business if you have if you’ve done all the work to get people to know about you to get them to actually take you up on the offer that you’re making and then finally you’ve now followed up with them and delivered on the promise you made because anyone can make a good promise and generally promises or what sell right the person who makes the best promise is generally the one who sells the most up front right because people have not tried your stuff yet so the better your promise the better your marketing copy and your videos and your landing pages and all that stuff the better that you will sell but you have to deliver on that promise you have to have a good product you have to have good customer service you have to have integrity people can feel that and they know that once they receive they receive your stuff and it’s no good your host but if they receive your stuff and it is good which I’m assuming it is if you’re hanging out with me you’re probably selling good stuff because we really promote that heavily you can do a lot with repeat customers and and reminding people that you exist and reminding people of other offers you have and that’s what I want to show you today is how profitable this particular pillar can be because in our industry there are buzzwords for traffic and conversions they’re kind of like buzzwords and those are great words by the way there’s a there’s a traffic and conversion summit that I generally speak at every year that’s about those topics you know it’s put on by digital marketers a great company but there’s a sort of third part to the puzzle that people often ignore which is repeat business traffic conversion right get people to know about you get them to say yes to what you have follow-up do good marketing provide value make additional offers and the case study that I have to show you today is in relationship to that particular part of of a business which is the loyalty so what I’m going to do is I’m going to take you into Facebook Ads here and I’m just going to pop back over to this screen right here so what you can see here on the screen is uh two campaigns now these are both campaigns that are running in the loyalty pillar and they’ve been running these particular campaigns been running for about three four months now and you can see that in total we’ve spent sixty two thousand dollars I’m going to zoom in a little bit further here and pull this over we spent sixty two thousand dollars in advertising buying video ads on Facebook and we’ve generated about five hundred and eighty three thousand dollars in revenue so it’s about a 10x and you can expect that in your loyalty pillar in general in the loyalty pillar you’ll see astronomical results a great results because these are people who’ve done business with you in the past and I’m going to show you exactly the ad units and what we’re doing but it basically these campaigns are performing very well and then you know your retargeting will be your second best and then your awareness and acquisition will obviously be your worst and I see a lot of people advertising their brand and they just try the awareness and acquisition phase they try to get their message in front of new people they target people who don’t know about them yet and they don’t have the retargeting down meaning they’re not like you know people who then engage with them they don’t follow up with them and then people who buy they don’t follow up with them and they think that they’re advertising didn’t work it’s not that it didn’t work it’s just that it was incomplete it was only that awareness and acquisition pillar that I showed you previously in this live video you got to have both those other two pillars so coming back to the computer screen here what we can see is that these campaigns performed very well so I’m going to show you an actual ad set within one of these campaigns so here what we have is a group of people and and and the people that we’re targeting I’m just going to show you the targeting group here you can see this is spending $75 a day we’re running this these ads on mobile news feeds and desktop news feeds on Facebook so we’re not using the right column placement or Instagram or messenger we’re just using those two placements because we find those to be the best and we are running this ad to a customer list and these are people who purchased our boom stick trio or our boom color but have not ordered boom silks meaning they purchased our most popular product our second most popular product but not our third most popular product and look at this it’s a small group of people it’s only ninety five thousand people and it’s pretty big but as far as Facebook audiences goes it’s pretty small and we’re doing United States so anyone in the United States who falls into that audience and what we’re doing is we have an ad unit here and this ad unit is literally just a video ad it’s essentially the sales video that we use for this product it says hey let me show you how we create our boom silk product which is handmade and organic and edible it’s like really cool stuff and then it says shop now and it leads you directly to our product offer page so it’s a video on Facebook that if you watch it and click through and by the way there’s a couple ways you can click through this video and this video here is not doing as well you can see that it’s costing 16 dollars per sale spent 821 dollars to make 3 grand as opposed to this other video that we ran for a very long time that’s costing like 6 bucks a sale so we should probably switch back to this video because this one’s doing much better and I’ll show you what this with this ad unit looked like here and this is literally just the sales video that we have on our product page and you can click the link above the video here and that’s about I think when the video is done playing there may be a little link you can click over to the offer page and let’s just wait and find out and see if that’s the case nope so basically the only way to click throughs above there and and with this other ad unit that I showed you there’s a couple different places you can click but this is basically loyalty pillar bot X but didn’t buy Y that’s like your most powerful segment in your loyalty pillar and I want to go back and show you these pillars again one more time just so you’re with me here so we have awareness and acquisition which is people who don’t know about you yet you’re getting your brand out in front of folks who don’t know about you yet then we have reach getting so people who’ve engaged with you to some degree and my strong suggestion for your amplification of your messaging within this particular pillar of your of your advertising campaign if you’re running ads or if you’re not running at least you can see now how to sequence it is to communicate with people based on what they consumed so track your funnel segments right you have like a sales funnel let’s say you have a video ad that leads to a product offer page that leads to a shopping cart that leads to checkout I mean that’s like pretty standard for most businesses they basically have like an advertisement that then leads to a offering that then leads to a check out so segment those four spots and say okay they saw the product offer page but they didn’t move to the cart target them with one message they saw the cart but didn’t move to the checkout target them with one message you know so you can break that up and then we have the loyalty pillar which is what we’re looking at now which is past our past customers and within that loyalty pillar or I’m calling these pillars that’s like my own lingo word it’s not like you know industry-wide lingo but within that loyalty pillar the most powerful or most profitable segment is going to be bot X but not Y and we break this up we say bot our most popular product but not our second most popular product but our second most popular product but not our third most popular product so let me show you how we take this even a level deeper of this whole like communicating with people based on engagement so I showed you that we are targeting people who bought X but didn’t buy Y this is one of our bought X but didn’t buy Y segments we’re using a video advertisement okay to target them now if they watch this video on Facebook we created an audience of anyone who watched at least 50% of this video on Facebook but still didn’t buy so they saw this on there they were people who purchase one thing but not another we showed them a video advertisement for that other thing they watch this video now some people are watching the video and buying but other people who are in this audience I’m going to show you this audience here this is like taking that behavioural segment another level we’re running advertisements like this like hey we know you watched 50 percent of the video for boom soap and still didn’t buy it now we’re going to show you an ad for boom silk that’s an image right and we’ve got a bunch of different image ads that we’ve used and these are just week like we change this every week but the point here is this is that sort of core fundamental philosophy that I want you to understand which is communicating with people based on what they’ve consumed and look at the markup here it’s about a 10x 1700 to make 18 grand on this particular ad set and if I can pop into here real quick if I can uncheck this I’ll actually show you the targeting group here here we go and what you can see is that this is only spending $10 a day by the way so it’s not spending a lot of money and the target group are people who if we scroll down a little bit further here here it is people who have consumed 75% of our boom silk video that’s running on Facebook but are not yet a buyer it’s only 4300 people so that’s like a really small audience but it’s incredibly profitable I don’t want to save that and just cancel out of here I don’t even know how to cancel out without saving it so I’ll just skip over but the point here is that we are segmenting people we’re communicating based on what people have done so we’re asking people to engage with us and then we’re being responsible about that engagement so we’re saying hey we’ve got a video we want you to watch and then if they watch that video we’re showing them something else if they don’t watch the video or you know like where we are the frame here is awareness retargeting loyalty those are your three pillars and communicate with people based on where they left off now I have a three-part video series where I go really deep into this facebook video ad stuff I’m going to run a little video for you because this Facebook live for smart marketer subscribers is brought to you by smart marketer so I’m gonna show you a quick little video and then we’ll get back into some other stuff I want to show you so watch this video about our facebook video ads training hey as we’re here and if you’re interested in how we leverage video advertising to be profitable on facebook I put together a three-part video training series if you click the link above this Facebook live video you’ll land on this page which is going to ask you for your email address it’s also going to tell you what’s in the three part series so once you enter your email address on this page you’ll be sent an email that will send you to this video which is kind of how we look at advertising today we have a video here it’s 15 minutes long and a PDF and after you consume this video about kind of the way to look at advertising the overview the eagle eye view of how you look at advertising will send you this next video which is basically how to build out a profitable sales funnel using video ads it breaks down our video ads kind of how we do that there’s also a PDF documentation for this video as well this is video – we’ve got a little bit of sort of long-form content that explains what’s in the video though I do recommend that you watch the video and then finally we have a third video in the series which is our video ad formula so it’s kind of telling how we put together the rows that we leverage to advertise in all of these videos lead up to a training program called facebook video ads mastery that you can check out if you’re interested but either way you should go through this three-part training because it will change the way that you look at advertising so click the link above this video to get access to this page and go through the three-part video training I’ll see you soon so apparently I’m talking over my own ad because I don’t have my earbuds in to tell me when it’s over but anyways I’ve got a three-part video ads training that I’d love you to check out there’s a link right above this post where you can enter email address and get that training and whether or not you decide to check out the course that we have I think that this training will really help you because what we’ve we’ve kind of changed the way that we look at advertising and it’s been very effective for us we’ve been able to 6x our business this year we went from a seven-figure business to an eight-figure business fundamentally with this philosophy leveraging these strategies that we’ve come up with and video advertising in particular so moving on a new thing that has come out the last thing I’m going to show you today I’ll make it a short one but a new thing that’s come out in Facebook that I think is really exciting and that I think sort of reinforces this this this strategy of communicating with people based on their behavior is called engagement audiences so let me show you what these are so now when you’re inside of Facebook what you can do is you can come you have this option to create your audiences there’s a bunch of different types of groups of people that you can create you can make like custom audiences which are people who visited your website and stuff like that look-alike audiences and all this kind of stuff but when you go to custom audience and you click engagement on Facebook you saw the video engagement that was the audience where I was running those link ads I was saying hey anyone who watched 75% of my video advertisement show them this advert show them this link advertisement so that’s that but there’s this new one that’s brand new that’s for your Facebook page and when you click on page here what happens it pops up a window and it says you can now create an audience of anyone who’s ever engaged with your page and you can set like the time frame and one thing to remember about retargeting audiences people who’ve followed up with you in the past or whose engage with you in the past is that the more recent that engagement happened the more effective that audience will be so for example most people set their retargeting audiences to be 30 days so they say anyone who you know visited my site in the last 30 days show them an ad or anyone who read my article in the last 30 days show them an ad the shorter the window the more profitable so if you’re on a tight budget I’d recommend starting with a seven-day window I don’t know why I had to do that the 7 for you I don’t think that actually is going to help you get that point any further but but I did just draw that in there that happened so seven-day windows meaning hey you know someone who was on your website in the last seven days or viewed your product in the last seven days is a lot more likely to re-engage with you than someone who viewed in the last thirty days so the shorter your window the better so now back here into Facebook these new audiences basically they’re giving you a new source for behavioral communication so you can now communicate with people who’ve engaged with your page or and now this thing’s freezing or anyone who’s like engaged with a post or an ad so if they click like love haha sad angry if they shared it if they commented on it you can build a list of those people communicate with them anyone who sent a message to your page and this is kind of cool because you now have the ad unit where you can have an ad that then opens up Facebook messenger so if someone has sent a message to your page you can now have them click an ad that opens up essentially a Facebook Messenger so what’s coming and what I’m excited about here is pay a post level engagement audiences right now these audiences are for your whole fan page anyone who sent a message to your fan page in the last 30 days anyone who clicked on any post in your fan Paige in the last 30 days but eventually we will see post level engagement audiences so you set this particular post anyone who clicked like love like for example this Facebook live that I’m doing right now is a post and I will be able to go in and create an audience of people who liked loved engaged with etc your post or this post rather so that’s it for today let me just take a look and see if I got some questions while we got a bunch of people with us that’s super cool Carol Lehman’s on the line Dave new gas is with us okay questions is there any discount for the course I follow now traffic MBA yeah you can check it out go through that training series and then you’ll hear about the course from there Denny says I’m a legend thanks dude Rob on goes hear from Maui I believe Steven Wagner wants to know who comes up with this stuff first Ezra or Ryan Deiss in his comment because I guess this is similar content to digital market I actually shared some of this content at the content and commerce summit in Orlando Florida which is an event they put on their our great company and Mollie Pittman who teaches all their traffic stuff is that genius and we’re in actually close communication this stuff is our stuff though we’ve got Kathy saying she’s super happy Jason gray says we don’t all have it yet Bruno says it’s very advanced stuff Victor says me and my partner got your course you rock thanks Victor I appreciate that man any other questions while we’re while I got you all here live that was all I wanted to show you for today a bit of a short show Matson maggle be he’s like my best customer and he joined welcome Matson and Carroll Raines Harry gillum’s on the line Harry is in my blue-ribbon mastermind really good dude Rick a guy went to high school with big Rick what’s up bro yeah man this is the longest my my beard has been he says my beard is legendary I’m letting it go man my wife hasn’t complained yet Chris Nelson says awesome stuff great meeting you at e-commerce fuel I just went down to e-commerce fuel live in Savannah Georgia I hadn’t been to Savannah what a cool place that was cool BL Lewis says how long after the purchase do you target existing customers day one were running ads so we say basically anyone who’s purchased in the last 60 days sees these ad unit ties men’s so it could be that the very first day after they bought now we also are sending emails right so if you purchase from us we have a whole sort of onboarding pre-arrival sequence so before our products come we are sending you emails to get you excited and let you know what’s coming and what’s showing you what’s in the box and then after you get our product we’re you know we’re sending tracking numbers and stuff obviously but after you get our product we’re saying hey here’s a piece of content that might help you with it and so depending on what you’re selling right like smart marketer this business that you’re engaging with now is an information company so we sell informational courses and software as a service and so kind of what we’re doing post purchase as far as communication and onboarding and education is a little different than the stuff that we do in our physical products company where we’re actually shipping out physical products to people now Kenneth Dyer is saying what’s up dude I heard your talk at ECF you’re the Facebook king question at ECS if you said if you want to master something you should follow the top people from each category who can you recommend in the various categories in e-commerce ok so here’s I’m thank you for bringing that up actually what I’m what I said was that the key to mastery that skill set that you want to acquire as a human being is the skill set of mastery and simply put mastery is simply the willingness to put your attention in one area consistently over time if you pick up the instrument you can see my instruments here you pick that thing up 30 minutes every day you’re going to get better at it so it’s really about consistency of attention in one place to develop the skill set of mastery now I do also believe that it makes sense to pick one two three four people and and consume all their stuff right find a couple people that you think are cool that you think are really good at whatever you’re trying to learn and just everything they’ve got go through it because it turns out that subject matter is sort of nebulous right and it’s kind of like a language and the more that you do it and the more that you hear and the more you know that you’re in it the more it starts to fire now all of the various categories and e-commerce dude that is like a huge I could let in to big of a question if you want to narrow your question down and say who do you think the best I don’t know conversion people are or whatever I’ll answer that David’s asking do we target broad to narrow so one of my core principles of advertising is that targeting goes from wide to narrow so you start wide and then you filter down and these three pillars that I just explained to you kind of are a wide to narrow thing right it’s like people who don’t know about you yet people have engaged with you and then people who’ve bought from you so yes you do start wide to narrow and that is a description of how advertising works Jason gray says do you know when we will get the new page targeting option my facebook rep told me that it’s rolling out to pretty much everyone and my camera just died here I went black for a second don’t worry I haven’t haven’t gone anywhere we’ve got a couple different cameras here one of them’s this one over here which I’ll look at now so that you can see that I’m looking at you Peggy reskin says thanks for this useful video Peggy who raised me what’s up Peggy Heather Rodriguez in the house good good catch you live Mark London says so useful thanks for all you do much appreciated Miko says great stuff just like your talk okay Dean egos got a question here feel free to give me a little I’m gonna do it to myself so you can see it happening give me these little love things I like to see them it’s nice to see that stuff you know see it coming in so Dean says are we back on this camera by the way yeah this is a better camera you can switch back and forth but Dean says do you set up the loyalty and retargeting pillar campaigns before you start driving acquisition or do you make sure acquisition is working well before the others I think that and I think this is the the problem that people have is you can’t look at just one you have to look at all of them together or you don’t get a real picture of what’s possible right like obviously if you don’t have a list of customers if nobody’s ever bought anything from you you’re going to have a hard time in the loyalty pillar because you don’t have a lot of people who are loyal to you yet right because they don’t know you so you’re going to definitely want sorry about that you’re going to definitely want to set up awareness and acquisition and retargeting at the same time so basically what you do is you say okay these are the new people I think I want to get in front of you know people who live in New York Texas California and Florida who are 30 to 45 who are men who are interested in CrossFit and who are interested in paleo diets right like a really targeted segment of people that you want to put your message in front of but I recommend starting somewhat targeted like that to make sure that the message that you have is going to resonate with that with that core group of people and then you track your funnel events so you say okay I have a video ad it leads to an article that article leads to an offer page that offer page leads to a check out so I’m going to create a group of people who land on the article page a group of people who land on the offer page and a group of people who land on the checkout but don’t buy and I’m going to communicate with them in different ways so you would set up the retargeting ads and the awareness ads at the same time and then loyalty would come later hey we got 25 comments on this thing cool Kenneth says follow up on behalf of my team who is yourfavorite search and CEO guy search engine marketing guy email guy my skill is Facebook so that means I follow you thanks dude yeah we’ve got a really good email what we’re really good at is content amplification creating content automation advertising so we’ve got an email marketing e-commerce course that’s coming out that will show how we do our blogging how we do our automated emails and our manual emails can be really cool course digital marketer obviously is fantastic I would follow Andrew Darien I would follow pep laia for search engine optimization you know I’m kind of out of that world I did a lot of search engine optimization in like 2005 2006 2007 haven’t really focused a lot on SEO I think Neil Patel is really big he’s got a blog called quick sprout and you know for SEO I mean my viewpoint would be would be have your content marketing strategy be your SEO strategy right like produce really high quality content ok Lorenzo says what’s the best strategy to scale a winning ad you know there’s a lot of strategies to scale a winning ad but basically if you’ve got a piece of creative that’s doing really really well then what you want to do is get it in front of more people so find more audiences the way that you scale is not actually with a piece of creative it’s not actually with an ad it’s with audiences audiences provide scale so putting your message in front of more people who are similar to the people who’ve responded to your message in the first place and a good kind of you know baseline for you is you can spend $100 per day per 100,000 people in your audience it’s a pretty good baseline to go off of Jeremy Lee Henderson who’s like a black belt in jujitsu who’s like a badass who’s out in Pennsylvania I think says my stuff is awesome thanks dude appreciate it we got Chris Smith says how long after post pages I don’t know what he’s asking sorry Chris Dave neugast says in this episode of think act get mastery what is it how can you get it and where do I find it okay so yeah this kind of like an episode of think I get I have a podcast called think act get you can check it out at think act get calm it’s by James shrimp or with me and James Schramko and it’s really more about the kind of philosophy and mindset side of things we talk about money we talk about sex we talk about mastery we talk about fear talk about all kinds of stuff that’s like confronting and overwhelming and like this we talked about being human and we relate that back to business it’s a really cool podcast if you’re into that kind of stuff but Grisby just joined my man in the house and then we’ve got john hunt who sang for video ads do we choose video views as the objective the conversion optimization objective for that particular campaign let me show you what he’s getting at here so if you’re inside the Facebook Ads manager and you were to we’ll just go back to my Facebook Ads manager here will unselect these two campaigns so if you were in this and you were to create a campaign right he’s asking do you use on your objective up here on the objective do you use video views or increase website conversions video views or increase website conversions the answer is going to depend on the pillar that you’re advertising in right so if you’re advertising in the loyalty pillar to people who are already your fans who already know about you who already bought from you you might want to use video views because it gets wider exposure for awareness and retargeting you’re always going to use the conversion objective and the reason is Facebook won’t tell you this they’ll tell me this because I spend a lot of money with them and I’m really tight with them and we’re one of their bigger advertisers and we went to Facebook we spent a day with them and they kind of broke them it was in fascinating and we cover some of that stuff in the course actually you can above this video there’s a link you can opt in and get our video training or at least three three videos in our video training series but basically they told us that Facebook segments people into three segments so you as a Facebook user you are either a converter a clicker or a scroller so they have you tagged as you’re more likely based on your past history on Facebook to convert sort of like you know opt in or you know fire a conversion action based on all the activity that you’ve done your whole life on Facebook people are tracking that right if you click on someone’s ad then you end up opting into their email list you’re not buying their stuff you’re firing conversion actions now if you’re a clicker you’re someone who’s most likely to see a post click on it like it share it you know etc watch the video and then if you’re a scroller you’re just someone who Scrolls through the feed you don’t click stuff you don’t comment on stuff you don’t share stuff you don’t really participate so if you’re using the video views’ objective Facebook’s going to put you in front of those clickers and scrollers first and if you’re using the conversion objective they’re going to first put you in front of the people who are more likely to convert and this is why Facebook campaigns tend to do worse over time is because first they put you in front of all the people who they think are going to be the best we’re going to convert and then as you run out of those they start putting in front of the clickers and scrollers and then in front of the people who just do nothing and that doesn’t mean that you can’t convert those people it just means a little bit harder and papaya my man papayas our chief platform officer and he’s on the core team here at smart marketer he just posted in the URL for Fink act get calm but SEL wants to know what’s the best type of AD for a jewelry store I think video ad I think starting with video the reason I think starting with video is because Facebook is making it really affordable to run video ads because they know that most people watch the video and never leave Facebook and Facebook doesn’t want people to leave Facebook they want them to stay in the club so if you’ve got a video advertisement and you’re willing to put a video out there and let people watch it on Facebook without ever leaving they’re going to make that easy and cheap for you however if you’re smart you then track who watched you know 80 percent or more of the video and you run an ad with a link to your product offering so video advert I know a lot of people were crushing it with with video ads um Chris says how long after running page post engagement until you change to website conversions we never run paid to post engaged a lot of people do this thing where they create a page post and then they optimize it for engagement I don’t want to be in front of people who are going to engage with the post I want to be in front of people who are more likely to convert and this is the thing that I see wrong with most campaigns tell Facebook the objective that you are trying to achieve if you’re trying to achieve conversions and you’re telling Facebook to just get you engagement there’s a disconnect there and every time we switch to that conversion objective we do a lot better Jeremy wants to know what we’re using for our live streams is it Wirecast yes we’re using Wirecast with multiple input sources so we’ve got our video you know computer here and we’ve got our video feeds and we’re running we have another computer back there that we’re using to run our ads speaking of which I’m going to you know this what live webcast by smart marketer is brought to you by zipa five pages and if you’re a shopify business owner zipa five pages is sort of a necessary tool it’s a tool that allows you to build landing pages direct response sales funnels video sales letters all kinds of really cool landing pages right into your Shopify store my view point is that by the end of 2017 pretty much every Shopify business owner will be using this thing because it’s that powerful it’s in the beta stage right now I want to show you a little video about it and I’ll tell you a little bit more about it check out this video and I’ll get back to your questions looking for a quick and easy way to create high converting landing pages and sales funnels for your Shopify store well first what is a landing page well it’s any specific page that you send traffic to to prompt a specific result let’s say a newsletter signup for a holiday sales page or any goal that you might have and if you create a series of pages that share a common goal let’s say a landing page a sales page and a post checkout Thank You page then you have landing pages are perfect for growing your business by boosting leads and sales but right now there’s a big problem to create a landing page for your store you can either hire a designer and a developer to create one for you and that takes time and money or you can use a landing page building which is faster and less expensive but the problem is none of the landing page builders on the market integrates with your Shopify store so you have to deal with confusing plugins and subdomains and skewed analytics which is extra cost and extra hassle well now there’s a solution introducing zip it by pages zip fi pages is an e-commerce landing page and sales funnel builder that seamlessly integrates with your Shopify store start by choosing a template from our ever-growing template library these page templates come directly from our eight-figure ecommerce stores that are built on Shopify we test what works and we put our best templates into zip fi pages after selecting a template it’s easy to customize it to fit your store by using our drag-and-drop editor you can choose from our collection of conversion elements or blocks as we like to call them like featured products countdown timer social proof section and more once you have the page just the way you like it click publish it’s as easy as that you now have an amazing new page published right to your Shopify store your page will look great on any device it’s 100% mobile responsive and all of the data is under one domain so tracking leads and Facebook is easy simple and accurate high quality landing pages and sales funnels as soon as you need them zip fi pages check it out today simple five pages I think that it’s the most powerful thing we’ve ever created from a software-as-a-service perspective it’s in beta right now we’re going to go public with it in February so a couple months if you want to get in on the beta if you’re interested in zipa five pages send an email to help at smartmarketer.com we’ll give you a discount we’ll have you be part of our R&D team and its really incredible I mean such a good tool so back to the questions and again that’s help at smart marker comm just say hey I saw Ezra live on Facebook super interested in testing out your zipa five pages beta program will get you into the program we’ll give you a discount all right so continuing on we say we have we have Miko saying which conversion event would you generally target add to basket or purchase and by the way I didn’t expect this to be a Q&A session but I’m like super happy that all these questions are coming in so thanks for asking questions and I will answer them so Mika says which conversion event would you optimize for so you can see here on my computer that there’s this objective that we’re setting up our campaign so we’re saying hey Facebook we want you to increase conversions on our website meaning we want you to get people who are going to opt in and then when you continue and you’re setting up your ad set what you get to do is decide to optimize that ad set for a particular conversion event which is going to be up here so you can use a month you can say I want you to get me people who are likely to add a product to the cart I want you to get people who are likely to purchase I always use the Add to Cart conversion event to optimize for and the reason I do that is because when you optimize for a mid funnel conversion event it’s what I call it a mid funnel meaning like in the middle of your funnel people are adding a product to the cart at the end of your funnel they’re purchasing you’re giving Facebook more data facebook on that conversion event right because an Add to Cart happens six times more often than a purchase happens so if you let Facebook optimize for add to cart they’re going to look for people who are most likely to add the product to the cart which is going to end up being people are most likely to purchase but they have more data to use when they’re optimizing for that now Kathy says that with a video ad doesn’t need to be a Facebook live video or just a video you upload well I would actually recommend that your video advertisements for your product or your service don’t be Facebook live videos I mean what we’ll use that in certain cases for our software for our information stuff like that but like if it’s like for a ecommerce product or a service or something like that you probably want it to be more focused on the story behind the brand or the benefit that the product you know it gives so basically most ads that I see are video advertisement that’s Show and Tell so it’s showing you what the product does and it’s telling you about the benefit of owning that product hey I saw one yesterday get this um shirt that will make your belly you know sucked in or whatever it’s like this thing that makes you look trimmer or slimmer than you are by like squeezing you it doesn’t look very comfortable I don’t want to wear it but it showed like people you know it was kind of cool it was show and telling and it go went straight to the product offer page so it’s kind of a cool video so I recommend that your videos be benefit driven and that they be about the story of who you are who your brand is and that they demonstrate the ownership benefit of the product now Martin Williams with Martin says is it advisable to try and generate a phone call with the video ad if so any tips on how to do that well you know a phone sales funnel meaning where you’re driving people to call you on the phone is generally only used for higher ticket items like dude you don’t need a phone call to sell a $50 backpack right like you know someone doesn’t go on the phone for that but if you’re selling a service that’s several hundred dollars or even like a coaching program or something that’s like several thousand dollars or like you know a lot of these on lead generation places which are generating leads for like cosmetic dentistry and stuff like that we’ll go to phone calls and I think the best way to do that would be to have a video ad again about the benefit of engaging with that particular service provider and then I would run it only on mobile and I’d have it go to a page that was clicked to call so I click here to talk to a specialist right now they click the button it dialed the person up so I would do that particularly to mobile phones Android and iOS devices Apple or Google phones basically and have it be clicked click to call now Govind is saying hey Azra Firestone using my last name dude get enough fish any tips on how to grow our Instagram following yeah dude run ads advertising is the fastest way to grow your following right use direct response advertising to get your brand out there now of course check this out I’m getting a call as we speak it’s kind of weird I’m going to decline it you know look you can post content to Instagram you can hashtag a whole bunch you can follow people and like yeah you know you might grow your Instagram following that way but my like philosophy and the way that I’ve grown several businesses I now have like three multi-million dollar businesses in different industries operating simultaneously with the same team and every one of those businesses that the bread and butter the backbone is content amplification through paid advertising I create relevant and useful content that I think that that target demographic will find valuable and I give it away for free and I spend money to advertise it and then once people are like man this is a cool brand I say hey by the way we have these other things that we think you might like that are relevant to you that you can buy that’s like the whole strategy in a nutshell it works really well you know and I think you should do the same amplify content via paid advertising get people to engage with you start a conversation and then make an offer that is going to be hard for them to refuse actually offer people stuff they want it’s kind of a secret Jason spar my man also in my blue-ribbon mastermind dude what’s up says thanks for keeping us on the cutting edge Azra all in capital letters you’re welcome bro we got David Hinds says it’s badass Jeremy Lee Henderson says do you ever turn your live cast into actual ads all the time everyone we do four boom by Cindy Joseph if you check out our fan page don’t go here yet I’m just going to do this for a second aunt I got my man aunt Charles on the on the switchboard rockin it so if you look at my boom by sending Joseph’s fan page here you can see that we have these Facebook lives that we do and I’m just going to zoom in a little bit so you can see these let me scroll down here find a facebook live we haven’t done one in a week or two because we’ve been a little busy these are all just pieces of content that we produced image we may be a while again maybe here we go so this is a facebook life right oh this is us sharing one of our Facebook live videos let’s see if we can actually find a post where we did go Facebook live maybe a while we do a lot of sort of engagement here here we go well this is another one that we share but this was basically a live video that we did and then basically once when we do these live videos we then now here’s a here’s one this is perfect so we do these live videos you know we talked about some stuff we’ve always got a link back to our website on them or link back to an offer then we amplify these we turn these into an advertisement and we run this as an ad to our fans subscribers and buyers so at the same time that we’re targeting people with sales messaging we’re also amplifying content so you don’t ever just see from one of my brands buy my stuff buy my stuff it’s like that’s not cool you don’t people don’t want to just be sold to right they want to be engaged with they want to be in a conversation with your brand about a subject matter that’s greater than just whatever you’re selling so yeah you should turn your live cast into ads Stefan wants to know when can we get zip if I pages I’m already on the list but no news about it it’s available dude we’re in beta go to email help at smartmarketer.com and say hey I want to get in the beta for zip if I pages please do that now and we’ll get you in today we got a couple hundred people in the beta it’s going great we’re adding in new features every day we just finished two new templates that are going in there for those who than I’ve never seen inside zip if I pages it’s crazy you guys basically we have all these templates in here and you can choose them and they’re all based on what’s working for us right like these templates are based on stuff that we are using in our business that’s working you can add or remove elements you can say you know I want to throw in a new piece of content maybe I want like a product offer and a countdown timer and then I want to set this countdown timer to countdown 12 hours every time someone lands on the page and when they when that runs out it’ll show this content that’s below like it’s just an incredibly powerful landing page builder and you know we don’t have the full content catalog as far as like training on how to use it it’s still in beta but once we produce all of the videos that kind of show you everything this thing can do your business basically won’t be able to operate without it so all right so Jian so Matt cow in the house my man matt callen wassup bro that guy’s a legend John says hey Ezra thanks for putting on live video I work in the financial industry which is absolutely incredibly regulated when it comes to online marketing when Facebook ads be a viable option for advertising retirement insurance investments business planning like executive bonuses dude the financial industry is one of the like largest spenders are if you haven’t that’s a correct word but they spend a lot of money amplifying ads and absolutely yes you could oh man I’m late for a call it turns out all right well John O’Connor’s in the house EAL ads in the house yeah papaya news my project manager is texting me saying hey you’re late for a call I’m gonna push it back 10 minutes so I can stay on with you guys a little bit longer so we’ve got ya so you can run ads for sure in that industry Rob burns is in the house hot Rob burns not hot rod hot Rob sells hot sauce and me doesn’t actually sell hot sauce he makes like crazy intense hot sauce he’s a beast he also has a cool company where he does videos for e-commerce businesses I owe him I think a article about how we’re using his business business so that I can share it with you guys so you’ll be hearing a little bit about video telepathy from me coming up soon now we’ve got John O Connor John O Connor who is the guy who coaches he speaks at my events ecommerce all-stars he and I go way back he’s seen this thing since before it existed he knew me when I was managing to make the yoga studio so many years ago but Jo see who’s competing 42 on Saturday so it’s always John a happy birthday is competing in his very first Jiu Jitsu tournament in New York City on the 19th that is the IBJJF Pro so if you want to see john o’connor live show up there but we’re going to be producing a project management course called the six week sprint i believe it’s gonna be called but it’s like about how we manage projects because a lot of you know being effective in your business and in your life comes down to the how you’re managing projects and so it’s a it’s a very like important part of business that nobody wants to hear about or buy like it’s hard to say let me sell you project management nation right but it’s like Facebook advertising is a lot sexier people are a lot more interested in Facebook advertising but things like infrastructure and project management are like as if as important if not more than your advertising strategy so that’ll be fun let’s see uh Rob burns wants to know how we can get girls to like him and wire my guitar so small Rob burns is a is a goofball okay Adrienne says there and now we got someone below him correcting them in there it’s a nuclei Lee Merrill says awesome thank you as where we use your philosophy and tact is it’s on peachy Mama store we’ve also installed your one-click Upsilon thanks so much well you’re welcome I’ve got a couple people share in the video Alex PI M is here saying I rock thanks dude Kenneth dryer says why do we have to pay to $400 to be in the beta program I’m over okay so let us know okay so this is a software-as-a-service meaning it’s a software that you’re buying from me that I’m providing to you as a service and I’ve spent over a hundred thousand dollars and over a year of my time developing this software and it’s going to be more expensive when we come out with it publicly so by being in the beta we’re giving you a discount to beta test it and it’s actually really sound we haven’t had really any bugs yet we’re just adding in new features that people want so yeah man it’s pay to play if you want to play with this thing if you want to use in your business you got to pay for it will it make you considerably more than that over the lifetime of you using it each year absolutely yeah it’s not a free beta program sorry if I made it sound like it was free it is not you got to pay for it man and that’s cool it’s it’s worth it okay fills in the house what’s up Phil chill with Phil on Thursdays Phil Phil runs the biggest Shopify Facebook group in the world I think you just Google Shopify Phil you’re going to find him he does his own Facebook lives he’s a really smart marketer get in there with that guy all right Shane says hey Ezra I’m in Jen’s social guild what are your top three tips for getting social media business for getting the social media side of your business off the ground step one produce a piece of content every week a video an image and article do that once a week you produce a piece of content now the beauty of producing a video once a week is that videos are sort of easily translatable into text content audio content and image content right because there they are video I’m there’s image and there’s audio so you can transcribe it turn it into an article or make highlights you can take a screenshot and put a quote on there and now you’ve got an image so video really lends itself to repurposing well which is why we always start with video and then we repurpose that we pull quotes out we make quote images we transcribe it we turn it into articles so one piece of content a week spend ten bucks a week amplifying that to your fans and that’ll kick your social media really off the ground a lot because people will see your content they’ll share it they’ll engage with it so that’d be my strategy there but what is Phil doing he’s posting links and you’re Christopher Vogelman is in the house and we’ve got Alex Vermont how do we get into the beta beta go email help at smartmarketer.com and say hey I want to be a part of the zipa Phi Beta Rob Rob Burns said I would ask how much will it save you and how much will it make your life easier yeah dude oh my god it will save you so much money not having to have a designer and a developer but I think come on here to pitch my zip if I pages I just wanted to show an ad about it if you’re interested in it check it out I will have a pitch for it I will do a whole product launch and I’ll have sales videos and webinars in like I’m gonna I’m going to sell it very heavily because I really think it’s like it’s changed our business we built this for ourselves and that’s our strategy we build stuff we want and then we offer it to people because if we want it then other people might as well Laure bed early and laura bed early and i go back since the beginning since is she’s old school in the game Laura Beverly was producing in I am courses and information courses like before everyone so what’s up Laura better Leigh she was like send an email back in the 90s CJ D’Souza’s with us and you know I think that’s the end of our oh we got one more question from David Hines how would you use facebook video ads for affiliate marketing well you know affiliate marketing these days is generally like you’re linking to a CPA offer right where you’re trying to get someone to you know enter an email or become a lead or buy something for a commission or you’re sending people to other people’s stuff and basically what you would do is you would review whatever the thing is you’re sending people to on video and then send them there it’d be the easiest way to do it okay well I’m going to play an ad here for our facebook video ads training I’d love for you to check it out there’s a link right above this video that you can click on so I’m going to play a little message about that and if you’re interested you can click the link above this video to check out that training series as we’re here for smart marketer live thanks for all the questions I’ll catch up with you next week check out this little bit of information about our facebook video ads training hey as we’re here and if you’re interested in how we leverage video advertising to be profitable on Facebook I put together a three-part video training series if you click the link above this Facebook live video you’ll land on this page which is going to ask you for your email address it’s also going to tell you what’s in the three part series so once you enter your email address on this page you’ll be sent an email that will send you to this video which is kind of how we look at advertising today we have a video here it’s 15 minutes long and a PDF and after you consume this video about kind of the way to look at advertising the overview the Eagle Eye view of how you look at advertising will send you this next video which is basically how to build out a profitable sales funnel using video ads it breaks down our video ads kind of how we do that there’s also a PDF documentation for this video as well this is video 2 we’ve got a little bit of sort of long-form content that explains what’s in the video though I do recommend that you watch the video and then finally we have a third video in the series which is our video ad formula so it’s kind of how we put together the videos that we leverage to advertise in all of these videos lead up to a training program called facebook video ads mastery that you can check out if you’re interested but either way you should go through this three-part training because it will change the way that you look at advertising so click the link above this video to get access to this page and go through the three part video training I’ll see you soon all right well that’s it thanks so much for hanging out with me smart marketer live November 17 2016 we’ll do these every week at 3 p.m. Eastern on Thursdays so I’ll see you next Thursday at 3 p.m. be there and we’ll cover some more case studies and some of the things that we’re doing I really appreciate you hanging out with me and I love these questions keep asking them I’ll keep answering them after I go through the content that I want to share with you see you soon

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