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How to Advertise on Facebook by Dennis Yu

Jun 17, 2021
oh look we already have like 200 people in this room you're welcome head over to the clubhouse hey guys from the clubhouse we're going to do this webinar my friend paul ryazanov's zoom webinar from magecloud but I thought, hey, let them guys. listen at the same time you won't be able to see my screen but you should be able to follow me yeah so guys it's Paul here from the meech cloud and we're also doing this um in parallel with our audience huh on zoom so I'd like to welcome to this webinar. I would like to welcome my friend. any conference, he is always open to share his knowledge, he is teaching on

facebook

for as long as he is teaching on snapchat, he is trying a lot of things with the big accounts, as far as i know, he always has access to the new things that

facebook

is releasing and he's kind of operated as a better tester i k now he got blocked by facebook which is couple of times which is watch time so he knows how to recover from that too so guys just welcome him so come here

dennis

the screen is yours go ahead and share it and yes i hope you.
how to advertise on facebook by dennis yu
Guys enjoy awesome here we go hopefully I can get the technology working properly so I thought we would oh I don't see your screen and I still see your amazing face your amazing new haircut I see it oh yeah ok y'all can see my right screen i can see everything fine and i'll go quiet for now ok that's all yours thanks so we always teach by example and i want to show some examples of things that work well on Facebook. so we've been having some issues with our main business manager but you can see we have a lot of business managers you should have too not because you're a spammer you're just trying to create more of them but if you're an agency you're going to make sure that each of your clients have a business manager because that's necessary to be able to operate and do things like custom audiences that you guys already know and in all the different clients that we have it's quite a lot and you're going to set up a business manager for your snapchat and for your tic tac at the same time look here you can see it's the same thing you're literally doing the same thing like here business.snapchat.com as you know business.facebook.com and the setup is a little bit shaky so if you think facebook business manager it was hard i remember when they first released it i mean it was seven years ago and people were saying my friends at godaddy did something we webinars and i said yes if you're doing facebook ads you need to be on business manager and the people who run social media for Godaddy would say no no it's too hard you know you shouldn't be on business manager and i said no you really need it because that's how you're going to organize all your people all the ad accounts you have all the assets you have and what i said five is this is in front of a lot of people this is all Godaddy's audience and what we did live we did it as webinars and i said you know even if it's just you and you don't have other people you don't have other businesses and stuff you're still going to need a business manager because they're going to want to collect more of your data and that's exactly what It's happening with ios 14 and what you're seeing happening with Google Privacy Sandbox and Chrome and you know the pixels go away, you know?
how to advertise on facebook by dennis yu

More Interesting Facts About,

how to advertise on facebook by dennis yu...

I didn't predict this part, but I knew it was going to be important, so I'll show you a few things about the Facebook ad account structure that applies to tick talk and Snapchat, and by the way, if you haven't set it up. right down to your tick tock and snapchat ad accounts and corresponding business managers i recommend you do that and also do that by getting free money so full disclosure snapchat and tick tock reached out to us and we are a partner so that we were asked to create Snapchat training on tick tock ads, which is great, right? because they said oh you guys have all the training on facebook ads can you do the same for us and likes we're happy to do so you'll see more stuff on tiktok for business blog and the same for snapchat If you sign up with us you get free money I think 150 on snapchat and 200 on tick tock plus another 2000 on tick tock when you spend the first one.
how to advertise on facebook by dennis yu
I forgot the exact amount like a couple hundred dollars. With an example here, you've probably seen the face socks that we have and this is where you can put your dog's or cat's face or your face on the socks, but also on the masks. printing out here on the right and you can see there's a lot of examples there's a lot of ugc and we're mostly using facebook ads to drive sales here in between this and other places where we're doing the same thing so if we go to blitzgifts.com so we never see nobody on ecom show these things are off but actually i'm about to log in and show you this these are all shopify stores very easy to do you see the same thing here you can come get your face socks and, if you know me you probably got your face socks here it is and then it comes with a handwritten note and you know we're selling about seven figures a month doing this which is pretty cool okay so we got all this ugc of people sending pictures of their faces wearing socks so let's go here to the ad account and this is for a pet party but we have a few of them and they're all the same is it for sports or for pets or for business but either way it's customizing your face or your pet's face and I'm in the login level campaign and you can see we have 85 campaigns so we've tested a lot 1.3 million here on spending and let's just look at the top tier to see what's going on here and then we're going to dig deeper into what the strategy is for bidding and targeting this kind of thing, so it's got us 143 million impressions for a reach of 28 million, which gives us a frequency of about four, maybe five, and I care about this because I want to know in general what Facebook is doing I think about my ads regardless of whether it's converting.
how to advertise on facebook by dennis yu
This is a secondary metric, of course, it has to convert. or per delivery now i can see my cost and you can see here ok i can i drill can i group it by any of these other metrics or set of metrics my cpm is 8.96 which would have said two three years ago it was high and it's actually average now on facebook Especially when you're remarketing, the smaller the audience, the more you'll be charged, and this is something I've seen especially true on Facebook, but not so much on the other networks, so this is another argument you want to make. larger audiences not because you just want to reach random people but because the system will be able to optimize for you and you won't be charged as much for that traffic so you will make a double profit here now look here my cost per thousand people reached the 45 dollars, so why is that 45 dollars per thousand people a little high?
It's four cents per person, right? Forty-five dollars is four thousand cents. Four thousand cents in the four cents of a thousand people. This is how I do the math but if my cpm per thousand impressions is eight dollars and ninety six cents and you have a reach of 45 per thousand that means my frequency is five, actually here it is 5.09, the average person sees my ad f five times, but it could be five times across three or four different campaigns, it could be five times of the exact same ad, it could be across different ad sets, so when I look at my frequency here, in this case , this account has been running a lifetime for a couple of years its not necessarily a bad thing alot of people say you shouldn't have a frequency higher than two per ad set per week yes its generally true but then the frequency and audience network vs mobile news and all of that is very different so i could go here and then break it down where ever we see i can what i am oh here we go ok i can go for all these other types of factors but i don't want to do that ah ok now let's see what actually counts I want to see if we're making money or not so I have all these different ways that I can see the data by default.
I look at the performance and sometimes I'll set up another view and call it love Paul. ryazanov just for fun and we used to name these t things and name our campaigns and name our ads we love facebook reps that way they would be less likely to disapprove or even like us this really worked we would name campaigns please don't disapprove i need this to pay rent correctly just I'm just telling you that it's something that works well, so you can see here that we're measuring how many purchases we have and we know that if we get a purchase for less than thirty dollars, you know if our CPA is lower. of thirty dollars, in other words, our roas is at least one, we're doing pretty well, because there are repeat purchases because people who buy one pair of socks often add another one because why isn't it cheaper right?
You can get one pair for 25 two pairs for 40. if you use the coupon you get 20 off so it's even cheaper and these things work so well we send them a coupon once they buy to get another one and then their friends You see this and a lot of that won't be attributed and if you have a product or service goo you're actually going to have a lot of unattributed and we call that there's another part of that that we call delayed attribution and delayed attribution is in the current window from 28 days which is now seven days you know facebook cut the seven day window because of all this ios 14 thing their rois and sales and all of that will seem to be lower but actually they are just as good as before they just change the window that they're reporting the data in, okay so let's take a look at some of these wca60 and wca7 this is the website custom audience 60 days the website custom audience 7. that's an audience of all the impu site lsed by the pixel which is within our google tag manager and you can see in this particular ad set I've had 13,000 clicks 1,800 purchases so you can do the math that's about 15 which it means our remarketing is doing pretty well so people who didn't buy on the second or third time and by the way the frequency is going to be a lot higher so if you come over here and look at our frequency on the look at delivery see our frequency is an 8 just in this ad set and look at our cost per person reached is $93 holy moly our base tpm is 11 because frequency is eight mi cost per reach is 93.
Even with that though if I go back to performance my roas is still great and I can see here that the roas here is 1.7 and your rois is going to differ you just need to know what the math is in what you're doing some people that they need to have a ros of 5. so a lot of people at ecom are usually roas combined in general, they need to have four or five because they can't afford more than 20 marketing costs for the sale it depends on what their margins are value of per life all these kinds of things well and we can see that for these thirteen thousand clicks we can see what the cost of twenty eight thousand dollars is that seems a little high but our conversion rate is very good so you can see why we have a conversion rate of 15 it's ok for us to pay a few bucks per click now i can switch to performance and clicks is another view and see that that's the case so two bucks my click rate isn't that good at 0.55 so my low click rate clicks and my small remarketing audience cause Facebook to penalize me and say, "Hey, we're going to get these guys because the score is relatively low, so that means low engagement, low click-through rates, a low rate of It's a pretty high converting sa, so the cost of traffic is higher, but I'm bidding for conversion here because I set the goal on conversion.
How do I know? Because when I go back to performance, it shows the target that I've chosen correctly and I can go down to the ads level and start seeing it. you know what's going on here okay and by the way our friends that are in the clubhouse this says listen up just because we're doing a live webinar with my friend Paul Reyes enough of Mage Cloud and we're going over some accounts live that you guys get to hear, but you can't. Look, Paul will post this recording a little bit later, so let's check it out at the announcement level and see how our performance goes. look there's 2958 ads that's a lot of ads and by the way the new strategy to win you don't have to create that many ads we've done a lot of testing and that's why we have so many ads over time and we have a great team collecting UGC because you can see people submitting their faces and they love their pets people love promoting their friends we need to see these there are so many examples of people submitting their dogs love their dogs love them just they know and we give these things to influential people and say hey, if we give you some socks with the face of your dog or yourcara, would you be willing to share that on social media of course, they say yes, because most influencers are not professional influencers, they are just happy to receive recognition and be treated in a special way.
Okay we can look at these ads and we can see where we keep the roas above one. This website actually buys roas from one. translates to a true roas of three because we have delayed attribution, which is sales that happened later that can't be tracked and then we have actual attribution that comes from you know first click versus last click, by the way, everyone the data you have here by definition is the last click a lot of people say oh no I can set the attribution here because you know I can choose these windows and yeah okay come here and if I come here and I hit customize columns where I'm seeing the different views and I can go down here at the bottom and you'll see it says attribution window comparing the windows you see here where it says I have six windows so I have a 1 7 28 day view and I have a 1 7 28 day click this doesn't it is attribute ibution modeling most people think this is attribution this is not this is last click this is all last click all in ad manager all in all the data you see in f acebook it's all default last click what's happening here is and by the way if you do it again if you're performance oriented in any way you need to understand this and a lot of people oh yeah yeah

dennis

talks about attribution this and that, who cares, the conversion is a conversion, no it's not this when you look here here we're saying what data we want to be able to include so when we talk about attribution models and we're looking at data models then the data it's what data we include the model is how we give credit so here's the data include you know by default I have this box checked on the right which is one day view and now it's a seven day click but I can say that i just want to see one day's click data, in that case all of a sudden your conversion is going on not looking so good because it's not g When counting any of the view through conversions, a view through can still be one last class ic the only way to get the attribution data is inside the business manager and I go down and look at the attribution so you see here attribution and this is where I set up my event source groups here in analytics this is where I actually have access to facebook analytics you know hardly anyone uses facebook analytics like they think oh yeah i have analytics i go to my page and see how much reach how much how many clicks how many video views i see my different posts can i download that data and all of that is not facebook analytics this is facebook analytics facebook analytics lets me see here i'll just click on it just to show you real quick it's the equivalent of google analytics.
I can literally see how many people have visited my website and what they are doing. Here I have a group of hotels. Here I have our website. We have all these different analytics entities. okay, in these trading asset groups they have all this weird terminology here. I don't want to get into this right now, but there are so many things that people don't understand about Facebook. Facebook has its own website analytics, just like Google Analytics, and you can do funnels and you can do conversion tracking you can do all kinds of cool stuff it's not just what happens on the Facebook page and what happens on the facebook ad account they've created all kinds of ridiculous things here ok another session we should cover all of that let's come back to this here and we said we want to keep at least a rois because we know that from a direct attribution standpoint, if it's a 1 it's going to be a 3 and I want to do whatever I can in terms of getting more content so I can power the machine okay that's how we're thinking about Facebook there's their plumbing which is all the tracking like this which basically track the most important thing here in this case conversions so when people visit and buy or it could be whatever you consider a conversion, someone fills out a form, books an appointment and then I need objectives, content and orientation, so the objective in this case is rois.
I set it as a target. or my cost per lead is 20 or whatever you need to have a fixed number goal for bottom of funnel content which is the most important part of targeting we are running low on retargeting and then large audiences as one percent. vs purchases vs low funnel seed audiences how i take my conversions no people have been to my website technically i have a couple hundred people you could do with 20+ or ​​50+ but you really need a couple of hundreds of people otherwise the algorithm will get confused ok you need 200 really good customers s load that email with an email list or maybe have it through custom audiences and then create lookalikes against it and then we need a lot, a lot, a lot of content so you can see most of the content here and this is how we're tagging this as you can see this is called ugc flash so if I come and look at this and by the way if you do ecom this is something most people don't do oh look now now they're saying I need to request a review oh what's going on here? in this case your pet's face on your face pet party cut mask ok look so it's working great and you can see we've linked the instagram account so I've taken that instagram account made it a business account it won't lose reach because of the way people like it oh no don't convert the business you lose reach and we link it inside business manager that's another reason have business manager and you'll see different variations of these and you'll be able to see performance if we go over here to reporting to see how it's like how we're doing we're working on how mobile newsfeed is performing vs. audience network vs. you know where you are and can see that we have many, many of these and what we do is that within each of these ad sets we have a number of creatives that we'll test used to be because of F's algorithm acebook was kind of silly you would just do the google equivalent of single keyword ad groups so you would only have one ad within each ad group and many ad groups because or ad sets whatever you want to call them the same way for the system to keep allocating more and more test impressions for if you know the system is dumb and is only going to give 2,000 impressions to every new ad set you create lots and lots of ad sets, the system has become much smarter so now you only have two or three creatives in each ad set let's find a winner and scale it up and if that doesn't work just create another ad set or just add more creatives to that existing ad set if it's working now but can you see there are all these combinations of ugc and the end result here if any of this stuff is technical and it's a bit confusing here is the point cl ave you should know for facebook – the quality of video content and your ability to continue to collect video content with your va and your video editors that process this type of thing is the key to driving sales because when you put your content here and you set your goal so you know I want a roas or I want conversions under 30 or whatever the system will do the targeting for you so if you look inside our targeting for audiences I'll see we don't do a lot of targeting sophisticated as you'd think we'd make targets for all the people who like the sports team or all the people who have golden retrievers or all the people who have you know whatever we don't.
To do that, we're literally just running audiences. personalized and large similar audiences, right? Oh, accept the terms What is this? I thought I agreed to the terms on all of these, every one of these things. I didn't accept, let me go, accept these, okay, you'll see and you can see you know the audience size and all that, but basically we're using very large audiences that look alike, we even test with the people that look alike on the page. fans who look like people who have visited the website or who are not so great the likes at the bottom of the funnel is where you want to be so you can see here the likes of people who bought something in the last 180 days and these tend to work a little better because there are a lot of people, especially ecom, who click on things but never buy anything and i think that's a real shame because i remember i was in a meeting with facebook and i was with their manager what's his name I don't remember the exact title, but he was basically in charge of the Facebook ad auction, and he said his sister was on Facebook. in the ads where there were things for sale, she didn't have a credit card, but why would she click on it?
I don't know, maybe he was just looking at the window or thought it was fun to click on things but you really want to you want to choose the right target and you don't want to choose website clicks you don't want to choose you know something like you don't want to choose video views a unless you're someone who's already in a custom audience grouping so for remarketing you can pick website visits when it's a small audience, but you don't want to do things like website visits or anything else when you're at the top of the funnel. which is a little bit more counter intuitive but i think it's critical so let's see what we're going to do oh i have too much i have too many things open here ok here we go i'm going to create a new campaign not really i am not going to create a new campaign because i have a problem with this one but when i create a campaign i have the option of three stage in the funnel awareness consideration conversion i will use my top of the funnel content so the content is at the top of the funnel and I'm going to use conversion as my goal so in this case I'm looking at purchases ok this is going to sound weird you see here it's like prospecting so we have all the stuff all the material that is the content of the top of the funnel.
I'm using bottom funnel goals so what I'm not saying is to use bottom funnel content with bottom funnel goals so I'm still doing top funnel but in instead of choosing reach or video views. I'm choosing buys to send the right signal to reach people who would actually buy even though I'm only giving them top of the funnel content and maybe not having a call to action, conversely when I have the bottom funnel content I can target top funnel for people who have been to the site or been to the shopping cart I can do video views I can do engagement I can do it as a boosted post and people say well why wouldn't you use bottom funnel conversion goals for bottle funnel content is because if i don't get to 50 conversions per ad set per week then the system will still be stuck in the learning that it's going to increase my price, my average cpm so try testing that try flipping it and see how it works because if they already are.
I have already consumed 15 seconds of my video as a conversion through the game or they have been on my website or added to shopping cart if I know the quality is good then I don't need the system to sub-optimize the conversion and so , I'm not going to pay a much higher price so I hope that m Makes sense now I want to switch to Snapchat and I have open ticking here here we go yeah now with these guys it's the same if you have the plumbing fixture which means you got your pixel right so your tick tock and your snapchat pixel you install the same way paste it inside the wrapper for your google tag manager when you're here to create an account sorry yeah yeah you will have all your accounts within your business manager, as well as with Facebook. you saw it was business.facebook.com here it is business.ticktalk i have all the same things its not exactly the same because they are trying probably i shouldn't tell you but they are intentionally copying facebook in the way they set up ads why would they want to make it easy for anyone who is posting ads on tick tock to just copy your stuff from facebook?
Is it exactly the right way? generally trying to get it right literally you have these users you have partner audiences like it's the same here you can see it's the same oh this one doesn't have any of these shared audiences oh because we're inside the business manager so Now I can enter I think I already have it open, yes, I'm already in it and this is for Dr.Brandon Brown, who is a chiropractor, never mind, it will be the same, I'll show you so when he's in the building stage he can. Let's say I'm looking for website conversions or website traffic, but remember I'm using the same plumbing, same conversion tracking, same pixels, so I choose my tik-tok pixel and by default you want to choose auto placements , I do not think so. that you should ever manipulate the locations with any of the networks I think I always choose that instead of a dollar a day I have to choose at least 20.
So I guess instead of a dollar a day is something you guys know. i'd make 20 a day and it's five bucks on snapchat and i don't believe in running continuously because that's like leaving the water on and hoping you remember to turn it off later i like to just leave it there for a week or so and then whatever the value from your conversion or lead you know maybe it's worth 30 or something and then yeah this suggested thing isn't very smart so they have no idea what our conversions are so they say you know dollar twelve whatever and then i upload oh shoot on this yeah form submit ok oh i messed up here listen to pool budget oh yeah yeah that's right i forgot this part here so i'll set this in 20.
If you don't get all 20, 50 conversions a week isn't going to make this good dollar any higher, they're not going to be able to optimize that conversion anyway, I don't think their conversion optimization is very smart, so that you can see here that I can upload my video and literally p i can just upload the same vertical deos i got from facebook now what i cant do is boost a post so what i normally do on facebook on a page is boost that post and run it against a custom audience or within the admin ads that I would run against as a similar one percent that chooses to convert I can't do that here because they haven't connected the organic side to the paid side which is good for people who know us the most because it's just that they know that I don't want to be singing and dancing on tik tok, but I want to post ads properly.
I want to generate conversions so I would upload all this stuff from my library and run the same thing. I'm looking for conversions as I am. facebook, never mind the targeting piece where, um, a lot of people are fine, well, tick tock and snapchat, that's for teens. but if you're retargeting, which is where we recommend you start with brand t ock and snapchat, it doesn't matter because if it's retargeting, these are people who have already visited your site, people who are already on your email list , so this is guaranteed free money on tick tock and Snapchat.
Let me show you the same setup here. now move to snapchat so i'm inside this particular ad account at ihomes colorado and you're going to see here the same kind of thing where where is this now i'm getting confused huh here we go so they have the equivalent of their business manager so when i go in i create an ad, same thing here i have three stages of the awareness consideration conversion funnel they have the same target names they see on facebook tiktok and snapchat they are copying these guys to do the same thing and I almost never go for top of the funnel goals because I think that's just wasting money because I think a lot of brands love the idea of ​​reach and views and all this but you see this here we have the same three stage goals. they're called almost exactly the same on facebook so here awareness, consideration, conversion those are the categories and then i can drive conversions from the engagement lead generation website so in this case let's say that I want website conversions and I'm going to keep all these other pieces the same so I'm not going to worry about split testing and I love picking a single image or video because I'm just going to reuse the stuff I had in the placements of facebook i will keep on auto locations targeting if i am a local business then i will go down to say like denver or you know where ever i want to go the thing with tic tac l or what makes it more of a national

advertise

r game is that I can't target lower than the state level so if I'm a local business in Los Angeles and I'm a real estate agent I don't want to target all of California it's too big, but here I can aim for a much smaller course like everywhere else. otherwise I have demo targeting as long as it's legal so it's illegal in the US to do demographic targeting when it comes to employment or housing or things that have discriminatory policies but apparently you can get away with it though not I would because I don't. i think it really matters you can do this kind of targeting here oh a lot of people like to spend time playing inside the targeting and you can inside snapchat and tick talk but i don't recommend it i don't think that's really the key I think the key is to re-upload your one-minute videos that have been up and running on Facebook, but just for fun.
Look, do you remember there were partner category goals on Facebook where you could target all the data and information axioms and logics? People who farm, fish or forestry literally live here. Retired sales technology and scientific presence of children from 10 to 12 years old. So you have all these different types of goals that are here. These are the things Facebook got rid of because of everything. e cambridge analytica thing look at data logic spanish speakers small business employee employees small business decision makers this is what we couldn't see family income 250,000 more i don't know if it's that accurate but this is what facebook undid but we can use this stuff here um they said they did it because of cambridge analytica but i think the reason why that's the real reason is because no one was using it because they didn't know how to use it for example here like mom's high net worth , whatever, and the second thing is that every time these goals were used, Facebook had to pay a royalty to these data source providers, so it was just a convenient way to remove axiom and these other guys here, I've got these other guys. of the audiences look at this, I'm not sure how smart they are, but certainly depending on your category, like your fitness enthusiast, biking, running, yoga, right?
I think at some point these might go away, but maybe not. i mean no or maybe you know facebook is the one getting in trouble and everyone else can draft behind this the guy speeding you know in traffic the one in front is getting the ticket and the other people can just back off like no one is getting mad at twitter twitter has always had the same kind of targeting as good as facebook has but no one really cared look at pet lovers so that i might target this for the pet party and then when i do that i can see my audience size is going down and then i can say animal lovers who are in ukraine or whatever and were also friends with paul ryazanov and like mage cloud no they wouldn't do that but you can see here okay I can start to do detailed targeting which means I can say it knows that they are this and this and this criteria are true so the number will keep going down to the right and look they try to trick me based on their daily budget of fifty bucks i am not going to spend fifty bucks I am going to spend five bucks look at this they keep trying to trick me and by the way don't put 5.00 it's your budget because most people will do just fine, but I've seen people put it in accidentally. doing it 500 then they come and complain and you know this kind of thing and this is reasonably smart it's not as smart as facebook but you can see here based on your budget of five dollars your reach will be 5,000 to 14,000 and the same number of impressions then swipes so snapchat cost per swipe up so it's cpsu so you can think of that as a right click but look at this estimate here so five bucks to get from five to fourteen thousand impressions. that works out to less than a dollar for every thousand people that I'm reaching, you know you saw what the cost was on Facebook, it was nine dollars and for most people it's like twenty dollars or fifty as you saw some of our custom audiences increased by like fifteen twenty bucks so if i can i get stuff for just a buck and i can run against my custom audiences because i set up my pixel the right way so i'm using snapchat and tick-tock as an arbitrage channel for remarketing ok I don't think people really get it how powerful that is so now I want to take a look at some of these stats just so you can see what campaign I'm in I'll go back a little further and here are some so i got a coupon oh the coupon is the one you get for free so if you message stephanie blitzmetrics.com we'll give you the coupon but you can literally see what we're doing here at yeah i can look at this and they break down some basic ideas and tell us who these people are it's not that informative i really care about impressions but you can see the dollar three we're targeting phoenix these are the interests even if i'm not targeting out of interest it just tells me of the people that I hit here you are you know who they are engaging with so I go back to the ad s and look at the performance they don't give me a lot of columns here you can see these here so there's a lot of stuff Related to app installs I don't care I can make leads they make videos but the videos are already shorter so I don't really care that much 25 50 75. most of these are aimed at mobile people. willing to have most people who use snapchat say yes to the message itself i'll give snapchat access to my data i think for facebook it will be the other way around when this message shows up in the next few weeks but you can see it knows So here are the different metrics that I can see, so my cost per click is basically my cost per swipe up.
You could take your existing ads and then what you could do is say you could add a little video. part where you have your hands going from the bottom up and you say hi swipe up for more on you know whatever look at this one it costs five cents per swipe up ecpsu correct the effective cost per swipe up 222 swipe up like this whatever it is that is trying to get people to swipe up and if there is an agency where you are trying to get your clients to swipe up it might be a little awkward but you say ok what i just need you to do is looking for your friend to hold the camera and say hey swipe up to learn more about whatever swipe up to make an appointment swipe up just to see the deal we have for you on such and such right you may have so much more creative indulgence you also won't get all these crazy ad disapprovals because the snapchat and tick tock teams are just as eager to talk to you as they are to google it's easy to talk to a real human it's very hard to talk to a real human on facebook i know and you can optimize things and if you're stuck then they'll help you like now i've switched to ticking just like i'm on you know ads.snapchat.com i'm on ads.techtalk.com as well as my ads.facebook.com and you'll see here you know 15 cent cost per click seven cent cost per click and this ad the group is called our campaign is called three underscores best videos three underscores means conversion so one underscore is awareness two underscores consideration so top middle bottom one underscore two underscores three underscores i put the best videos that worked on facebook and put them here for retargeting and i can also compare it to similar audiences or audiences that I think are going to be very similar. on tick-tock and snapchat than on facebook because there aren't a lot of

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rs there right now and people still know that marketers haven't come in and screwed it up do you still remember when instagram was awesome about seven eight years ago and then they said oh We're going to start running ads on Instagram and the first ads were interesting because they were created by interesting brands and people who had access like us, we got there early, we're always one of the first to get access and then all these other sellers. it went in and it's now a default placement so anyone who defaults to facebook is posting to instagram whether they know it or not right now it sucks and the click through rate isn't as good as it used to be but I hope you are seeing that there is a parallel structure between each of these ad accounts. users interact in the same way hey look you're looking at my face you see the halo around me some value I'm trying to talk about the level of strategy so thatyou can also get value even if you are just listening to me but i want you to see that your success in social advertising is your ability to achieve your goals, content and targeting together mainly 15 second and 60 second right minute videos you are collecting from your clients where you talk about your business and how you started it or share your knowledge about how your product or service is being done behind the scenes, sort of like your ability to collect the content and targeting of those goals and feed it into the system, upload it into the system so the load on the system is not where the experience or the power is as i just showed you by walking through facebook tick tock and snapchat they are the interfaces similar enough that it even confuses me and i'm not sure which one I'm on because they're so similar in load that you know mechanical ad account management isn't a professional level thing, and This is a pro admin thing, the experience, the value is the gathering of the goals, content and guidance, which is up to you as a business owner, entrepreneur, marketer, you can't hire an agency to do that part I mean, you could hire a kid to come to your office or collect stories. or as you see we have 150 virtual assistants collecting stories to meet these pet owners and people who have faces in their socks but they do that you're making a few bucks an hour so ultimately In instance, the value is in your strategy, so if you really understand the content and targeting of your goals and put them in these buckets, you can have your admin types of people go or whatever, upload them to any ad platform, you could be i know pinterest or quora or linkedin or youtube true it's the same i think people are missing this for some reason people think i need to have a facebook ad expert no you don't i just started session and I showed you how to do it.
The ads are organized. I just showed you that once something works, you just keep it going and put more money into it and take the winner from Facebook and copy it to Snapchat and tick tock now. Do you need to know all the mechanics of exactly how it's being done no, just have someone know how to do it all day and it's not worth wasting your time, is it? It is not worth trying to assemble ikea furniture or trying to do something that is not difficult. what to do and it's just tedious and I don't want to say it's a low salary thing but it's ok I don't think any of us are professionals or entrepreneurs where our time is valuable I don't think any of us should really be playing with the mechanics of uploading ads and no offense to people who are video editors and are really good at a premiere or side effects.
Hey, there's some skill there, but I don't want to learn. how to do that i don't want to learn how to edit video i just want to produce the video and then know that a video editor can follow our template and load the thing and if there's room for creativity maybe not really i just need it to load the stuff correctly if i want to designing a mansion i don't need to learn how to hammer hammers or how to put up the ceiling or how to do the ones you know how to put the drywall or paint the walls i don't need to learn how to do that kind of thing because that's not where the value is it's as a business owner i just need to make sure my strategy is right i.e. the content of my goals and target the ingredients we put inside the machine and hire other people to build the machine.
I would love to know what you think about this. because i think it goes against what most people say like put it in chat or in and i guess so we have some questions friends can't add to chat because you guys are just listening. but i would love to see what you guys think about this because i do believe in youtube strategist or whatever i don't believe in channel level expert so instagram ad person there are going to be people who will be in the next year you'll hear you'll see these new people appear up top like oh I'm the tick tock ad expert no you're not there's no facebook ad expert there's no twitter ad expert all the what's up is strategy and your strategy once you collect these items you just have someone load it into the machine all the platforms are ok i see some questions here ok daniel says how do you get the winner?
Well, the winner is whatever your lowest cost per conversion is, as long as it's statistically significant, so ideally 50+ conversions for that particular ad and the beauty is that the system is going to tell you which one is the winner. Don't make a decision when there are only one or two conversions. That's noise, right. That is not statistically significant. you don't actively maintain an account on those platforms that's a great question no its not silly when was the last time i posted a tick tock or posted something on snapchat years ago but i'm a business person i want to boost sales and conversions I am not going to now I know that the pure tick tock people are going to say yes, it is not just singing, dancing and all that, but I am not a consumer of the platform, I am here to sell, there is a difference between being a passenger on the plane vs being a pilot i'm a pilot but many people who think they're passengers think they're qualified to fly the plane no you're not just because you're ticking all the time Time doesn't mean you're qualified to run ants.
Just because you're on Facebook and hanging out with your friends and seeing what your grandma is doing or knowing whatever doesn't mean you're qualified to run. Facebook ads so I'm here from a business point of view and tick tock and Snapchat as you saw are intentional I won't link those elements like Facebook did which I think is what has partly achieved what it has gotten into Facebook in so much trouble because they have linked them literally like you saw we were running snapchat ads and tick tock whatever it is like us. he's not even associating it with him he can't ok actually technically he can there's something called an agency account which is very hard to get but he's running ads on tick tock as an advertiser and it has nothing to do with your snapchat or ticktalk account it's not so cool i think it's a smart move you know how to work with ticktock and snapchat i can see why they did it sometime later maybe they'll say hey you can take your best snaps and tick tocks and boost them and put ads against them but i think that just creates more confusion right now facebook is already out the door so its too late for that you know the cat is out of the bag on that and the other part is i'll tell you a thing so i was with our friend g who has something like 13 million views on tick tock he's a real tick tocker he's an influencer he sings and dances and all that and he said do you know what we should do to promote the ad course from tick tock we're creating for tick tock we should do a lot of tick tock we should teach the course on tick tock because you know what better way to teach tick tock than using tick tock and it sounds great? the idea is correct, especially if we are showing tick-tock announcements, we can take these different moments.
This is how you set up your audiences. tac sounds like a great idea i guess our advertisers our business owners aren't on tick tock or snapchat you guys are hanging out on tick tock and snapchat? can get an extra 20 or 30 on whatever is already working for me i will so if facebook ads works for you you will get a little more tick tock and snapchat like google ads works for you. you'll get a little bit more from bing and yahoo but if you don't, if your search ads don't work, if your seo doesn't work on google then stop trying to seo or do ads on bing and yahoo you see what i'm saying here , make it work on facebook then copy the winners on tick tock and snapchat and you know the demographics might not align exactly the same because your audiences are somehow different or it's b2b you have software or your product is you might not think that it's suitable for tick tock or snapchat but i promise you even though the match rate is lower it's like say ok this works so it works well on google search but it won't work well on google search bing. or on yahoo search yeah the audiences are smaller but you're still there paul you have some questions i have some questions yeah so i'll try to be as specific as possible to the ecommerce audience so i noted in your screen that your strategy is just to organize the ad account with uh engagement and then remarketing and bidding for the conversions to the similar audience if we had, let's say we have like $1000 as a budget for the account, how would you plan it? percentage that knows, typically, what kind of percentage is spent on engagement to engage the audience and how much percentage on conversion, that's the number one question, yes, staged budgeting is a good question over time, eventually it will settle down to about one third one third one third however when you start it will start driving conversions for several reasons one is you need to make money and when you make money you will be able to spend more money and reinvest those earnings number the second is you need to send the clear signal of conversion to the system so I don't want to pollute the system with a bunch of people watching videos clicking on things I want the system to know who is converting so I'm peppering that pixel with conversions that are coming through and not They're coming through my ads, they're just coming through the system that the pixel can see, and I'm driving conversions through the remarketing run so I'm starting with the bottom of the funnel campaigns and then when that works I expand to similar audiences for the middle funnel and then all the way to the top where I'm running display audiences of much larger video against video viewing audiences. content funnel with target conversions so I'm stacking my way up the funnel but I'm starting to make money at the bottom of the funnel and that will be true of every network we're advertising on and it certainly does We feel like you need to make money on ads and if you haven't already you're going to take the catalog you have so for ecom take your catalog and that's what you're going to run on tick tock snapchat and facebook your catalogs products and so those create something called dynamic ads same for google yeah so basically that's another question on my list it's all about the product sources for your ecommerce clients do you actively maintain those campaigns with fix of the product for dynamic ads?
Dynamic responses are from the system. auto pick based on what people are looking at i mean you can certainly enhance your catalog with better images and better descriptions and more stuff because you can have multiple images for facebook for example to choose from so i think a lot of the optimization is there but if your plumbing is in place which is all follow up, if you are already driving sales then ongoing management is just updating the catalog you know as you have it. new products as products disappear as you can add more images and descriptions for those products and there are third party tools as you know that help maintain those feeds for you guys From my experience Facebook likes a lot of product owners businesses, they discontinue Facebook ads because they really don't see much profit.
Do you have something specific in mind, such as niches, when you try to post an ad? and that wasn't very successful because because the sample you showed me is like pat pet pictures it's kind of socially attractive but if I am that's what it is but you're showing the example of a pet . so of course that will work on social media and drive sales. It will work for anyone, as long as you can tell a compelling story and it resonates with the audience. images that forget to tell the story that ca You don't make videos, so you need a combination of videos and you want to humanize it.
Take your main influencer. Take the best user you have. Take the founder. It tells some compelling stories. Kickstarter and get people interested, so you need that kind of content. It's not because, oh, I tried Facebook ads and it didn't work. what you do is get the last 10 people that have bought and get there, you know, zoom them out and ask them how they're using the product, how they like it, why they chose well, you know, why did they buy from me xyz? right products and capture them with their permission of course turn them into stories and say wow that was very helpful do you mind if we share what you said on our social media and of course they say yes and now you can use it as ads that They are smart.
The problem is notis that the golf clubs are faulty, causing you to hit the ball into the bushes. The problem is that you don't know how to use golf clubs. tool so okay omg as a specific example right? you suggest to the owner of the business that sells furniture i just keep it out of my mind ok we have a call we both need to be on already we are a minute late but i will answer this question. You probably know that we did this for the largest furniture manufacturer in the world and the largest furniture retailer which is Ashley Furniture and what we did was we literally had stories of sales reps in stores and with customers talking about their favorite piece of furniture and how they like this couch and a boy would say this is my place when we grew up we had to go around i think it's called living sectional room but we call it a lap and sunday afternoons we play you know watch football in alabama I would play, you know whatever, they'd say they're just telling stories and we found out that that brought people to the stores. we are humanizing it so we don't just show product photos but have humans talk about how they like the product in a fun non testimonial way and we use the even like those alabama stories we use in seattle and use in new york and other places where clearly there aren't people who speak people you know who speak like that aren't there you know in chicago right but it works and we're just humanizing it and it's worked super well just lots and lots of little one minute stories on t he cell phone if you are a budget person you need to talk to your customers and collect their feedback its that simple put a bunch of these up as you saw we had thousands of them in there and you will find a bunch of them win now just because you put your first ad and it sucks it doesn't mean facebook sucks you will typically find that one in 10 of your ads from your creatives will work so you might need 30 or 4 0 creatives get three or four winners when you have those winners just let them run and run and run and run and put several million dollars against you. here in the live chat your email address huh and who knows if there will be enough and the audience was the additional question they can probably reach out to you okay they want one last thing if they want the coupon code to get the 150 on snapchat and tick tock i think its 200 on tick tock messa ge stephanie on blitzmetrics.com and she will send you the coupon now you dont have to start advertising just claim your account from time to time we will give you our ads course and we'll explain together in more detail how to set up those courses ok sounds good cool guys thanks for joining us and have a nice day.

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