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Show Resources Here were the resources we covered in the episode: Jonloomer.com Jon's TikTok Jon's Podcast Jon Loomer on LinkedIn NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Youtube Channel Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover. A great no-cost way to support us: Rate/Review!   Show Transcript Today we're diving heavily into Facebook Ads. Have I gone crazy? No, but I have Jon Loomer, and that's 1000 times better on this week's episode of the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. Hey there LinkedIn Ads fanatics! Very early days when I was starting B2Linked, I came across Jon Loomer, who was the first Facebook Aads expert that I ever found. He provided the model and inspiration around a lot of what I built B2Linked into. Since then, he's built a veritable empire. Podcast, coaching, courses, joint venture partnerships, and he did it all with a focus on being able to spend time with his family. If it feels like I'm fanboying a little bit, it's definitely because I am. I've talked to a lot of you listeners who are also responsible for Facebook Ads. And so I invited John on the show. Generally, whatever we see as being successful in Facebook Ads eventually makes its way into LinkedIn Ads within about fourish years, so I thought the info he shares could be precious for us. He also shares strategies on how we can combine efforts between LinkedIn and Facebook, as well as shares valuable info for us on TikTok Ads. I'm very pleased to share this interview with you with Jon Loomer. Let's hit it. AJ Wilcox Everyone, I'm so excited to have Jon Loomer here with us. Jon, thanks so much for coming. Jon's a Facebook Ads educator, business owner, and just generally a great guy. Jon, welcome to the show. So excited to have you here. Jon Loomer Oh, man, I'm excited to be here, AJ. Thanks so much. AJ Wilcox Oh, you bet. Let's start right into the questions because I know we're gonna have a lot. First, tell me about your story. Tell me where you came from. business wise, I'm really interested in what you've done with your personal brand, how you decided, like, where and how to focus on Facebook Ads in digital marketing, tell us all that stuff. Jon Loomer There's really a long story and not quite as long story. It's difficult not to be long either way. But I've had this this business for 11 years now. And prior to that I had no experience starting a business. I didn't really even consider myself a marketer, even though the last job I was laid off from was VP of strategic marketing. It's a whole other story of like, I didn't think I was even qualified when I applied, but I worked for the NBA originally back 2005-2008. And that's a whole other episode, we could talk about that probably because there's a lot of fun stories from that. I mean, I oversaw fantasy games, which is the most ridiculous job ever. It was the greatest. But we lived in New Jersey, we had to move from Colorado to New Jersey. So I did make some concessions with my wife, they're like, okay, this will be a temporary thing. Back then you couldn't really work remotely. And I begged and begged and begged. And then that was it. So after that I was laid off a couple of times. Lots of nice things about the NBA job, one of the things was I was exposed to Facebook for the first time in 2007. That's when there are 50 million people on the platform, they were just opening it up to the older folks. So anyone who was in high school and college. We partnered with Facebook to create an app before you could create your own app. And that was a first admin of the official NBA Facebook group before there were pages. That's just how long ago that was. But I fell in love with the platform at the time. As a kid I moved around a lot, so to be able to reconnect with people that I thought I would never see hear from again was like so amazing. But I was also using it from a business perspective very, very early. I got laid off for a second time in 2011. One thing I knew was I couldn't move my family again, because we just went through that whole madness. I was also very spoiled in terms of the jobs I had just had. It's funny because I think everyone should do something that they do not enjoy as well. So I was an insurance underwriter for five years prior to the NBA job, and it provided some really good perspective. If you're an underwriter, I'm sure you love it. It's great. I didn't enjoy it. But that's part of why I got into the whole fantasy game stuff in the first place. And why ended up working for the NBA. Anyway. So the experience I had though, specifically around Facebook was really important. I started using that when I was at American Cancer Society after the NBA job. So once I was laid off, okay, one of the first things I did was I started a website. And again, one of the tools I kind of learned at really American Cancer Society during that time, was to create a WordPress website. And I just started writing because I had nothing better to do besides look for jobs, and I use the website basically as a way to show what I could do with the stuff I knew, hoping it would help me find a job. And every once in a while something would really hit and the topics were kind of broad, but they're all social media-ish. Eventually social media marketing specific and then probably six months after that started, I started to see the Facebook marketing is where I needed to focus. When that's really started to take off consistently, and I started to run ads. Now I had no money because we were just bleeding through cash at this point, bleed through savings because I didn't have a job. I was making a little bit of money from like affiliate marketing, and like ads on the site stuff because I started to get some traffic and that started to improve. But I started to run ads, and even in the very beginning, I was running like $1 a day and back then you can make an impact at $1 a day. And my main goal back then was just like building my audience, too. So as I was running ads, you know, that gave me something to write about. So I started reading more and more about Facebook Ads and start getting more confident. And power editor was the big thing for if you want it to be advanced, but no one knew how it worked. It was really complicated and buggy and confusing, which is perfect if you want to get attention for something. So I started writing about that. And my first course was on Power Editor. And that just exploded since 2012ish that I've focused almost entirely on Facebook advertising. That's been my niche. But again, I no background is starting a business, I didn't even realize I was a marketer until I applied for that VP of strategic marketing job. And it's been quite a journey, because with over 11 years, there's a lot of ups and downs and everything in between. AJ Wilcox But I have to tell you, the first exposure I had to you was I was using Power Editor. I came from the world of Google AdWords, Google Ads now. And I love the Google Ads Editor functionality of using spreadsheets to upload things. Of course, Power Editor was the first thing I jumped into when I got into Facebook. And I went and read a bunch of your stuff. So anyway, thank you many, many years ago for helping me through the Power Editor stuff. It was a cool first focus. So focusing on more of the recent, what are some of the most exciting developments in Facebook Ads? Jon Loomer Well, first of all, it's become a much bigger challenge, right? So you have the good old days when, if you're advertising, you were one of the few. And if you knew what you're doing, you're one of the exclusive group. And you could have a ton of success for not a lot of money. And then more and more advertisers joined in, and it got more and more expensive just to reach people. And I think the biggest change, though, over the last couple of years was iOS 14 opt outs and everything that happened there. And the result of that was more than anything drop in conversion results. So whether or not your advertising actually was less less effective. What's funny is it may have been fine. But Facebook was not connecting conversions to your ads, which clients really want to see, typically. They're not gonna say, oh, yeah, we trust that that was actually working. It's funny because it went from the complaint that Facebook's Ad reporting was inflated to now there's a scramble, like, I gotta find these conversions and get credit for these conversions. Where are they? So that was just a really difficult, you know, year and a half or so. But the biggest developments over the last, you know, month or two months in it, not everybody has these things yet, but Facebook is starting to bring some of these things back. And so one of the biggest things is, and I still contend that opt outs, end of the day probably didn't really impact our results much. I think the biggest impact was losing 28 Day click attribution. So that's where, you know, a lot of people would claim that the reporting was inflated, because it's like, oh, well, why is it I get credit for this. If someone clicked on an ad and then converted 28 days later, right? Sure, you can make the argument that one day click is more relevant than 28 Day click, but the truth is, they still originally clicked on your ad and then ended up converting so getting that credit was good, especially if you had a more expensive product, anything that took more of a commitment. And it's not just that oh yet, that's a nice shirt, I'm gonna buy that losing 28 Day click and going just a seven day click one day view hurt a lot of advertisers and brands because they lost that reporting that is coming back. Now it's not the default reporting. So that's still seven day click one day view. But if you have this, you would cut the go into your columns drop down. And there's an option to compare attribution, which is another thing that went away since the iOS and then came back, which is really important for other reasons too. You can then add columns to your report to break down your conversions that are within one day view, one day click, seven day click, and now on 28 day click. It's really interesting because even though your default reporting may show you've got 20 conversions, if you add those columns, you may see another three or five conversions to happen outside of that seven day click attribution window. And that's really helpful with showing Yes, I made an impact that completely changed the perspective of your advertising. Those two things that compare attribution, 28 day click attribution being available, and also the ability to break down conversions by things like placement, and geography was something that went away with iOS. That's coming back as well. AJ Wilcox Wow. So what do you think the overall impact from the iOS 14 update is going to be for Facebook? It sounds like they had to get rid of some things. And then now they're bringing them back. Do you see we just have less data? Is it coming back in full force? Jon Loomer I only have theories on this, because I haven't heard anything official from Facebook. But it seems to me first of all, they got rid of those things out of abundance of caution. Yeah. Because because they were caught flat footed. This is one of the few times they were not in control, they were reacting to something that Apple was forcing them to do. And I don't think they knew what the full impact of it would be. Because reality is like looking back, I don't really understand why they got rid of those things. Let's just say that any of the iOS opt out conversion data, if that became less reliable, fine. But not all conversions happen on an iOS device, and maybe the people opted in. So the point is, like, they threw away all this stuff, just because of iOS. Because yeah, I get it that if you opt out of tracking, anything beyond seven day click is probably not reliable for those people, right. So we throw away all those conversions that came from Android device, that came from desktop, you know, like, that just doesn't even make sense. So even if that's incomplete data now, I think that's data that advertisers would be very happy to have it back. So yeah, I think they probably overreacted. I don't know the full background of why did it. But I know that things like modeling improved, because originally, when the changes were made, it was just seven day click attribution, or seven day click optimization, by default, they got rid of even the view through, which was big. And then eventually even they said, the modeling improves, they change the seven day click one day view, My bet is part of this just has to do with the modeling improving, that they brought it back, because the question has to be asked, right? It's like, the issues facing advertisers, for the future aren't just about iOS. It's about you know, browsers, it's about other devices. It's about any of these companies deciding we're going to prevent you from tracking going forward, they could decide to do that. So why would Facebook put in the effort of bringing these things back, unless they were confident that they'd be able to continue to go that direction? So my bet is because of the modeling, or whatever it is, they've got to make that data reliable. We're heading in that direction. And maybe this is just a guess no one's ever said this. But maybe 28 Day click one day view optimization is coming back. I mean, it would only make sense if they've got that data, and they're gonna show it to us, right? I think that would be pretty awesome. AJ Wilcox When they've had enough time now to check their models, they can check their models against reality and fine tune them. I think, once they have high confidence, they bring them back, and then adjust the optimizations for them. That makes perfect sense. Jon Loomer Right. So it's getting better, it's getting better. AJ Wilcox What about modelled conversions?Does Facebook do this? I know Google did eight years ago or something where they had the standard conversions column be one that was based off of models, and it wasn't the actual conversions that occurred. People had a little uproar about that, then I think it's still available. But I've been honestly, I've been out of Google Ads for a long time. Does Facebook have that same sort of thing? Like, do they have a modeled conversion? Do they try to push it on advertisers? Or is it very much like it does the conversion pixel and conversion API kind of rule there? Jon Loomer The data includes model conversions. So there's not broken out, there's indication when metrics are in exact, based on modeling based on, you know, having other factors contributing. But beyond that, I think the closest that that Facebook attribution tool that used to allow for different modeling and different windows, they got rid of that. Again, went away with all the iOS stuff, I assume, because became less confident in that type of data. But I don't recall there ever really been an uproar over that maybe we were about to create that AJ. AJ Wilcox And I know LinkedIn has talked about modeling conversion data. If their conversion data becomes less accurate. I would be personally offended if I ever reported to a client Oh, you got seven conversions and then they looked in there CRM and said we only see three here, like, what are you talking about? I look like a liar, like model of conversions is feels like an affront to me it feels dishonest to report to a client. Jon Loomer Understood. Just generally, that's a battle for advertisers overall like getting data to match up. And oftentimes it's a misunderstanding of the data, or they've set up the pixel wrong or something. I don't think that typically the issue is actually with modelled data that it's off. We could go down a whole rabbit hole on this, but like, for example, you could have a results column for conversions, right. And you're optimizing for conversion promoting the sale of a specific product. Facebook reports 200 conversions, you're showing 100 sales of that product. The reality is those conversions include other conversions too that happen while they're on your site during that time. And if you hover over there, you can actually see the breakdown of all those conversions. But things like that create confusion. It goes years back that why does this not match up to Google Analytics? And the reality is Facebook has data too that Google Analytics does not, like views through especially like Google is never going to get the views through stuff. Obviously, if Facebook says you've got 10 purchases, and on the back end, you know that you've only sold eight. And you're not talking about oh, what has came from Facebook or not? Because that's a whole other story, too, is like you can't rely on data that says referred from Facebook. But if you know, eight total sales compared to 10, report it, that's a problem. Usually, though, where I start with that is less blaming it on Facebook and did we set this up? I'd ook at that first? AJ Wilcox Yeah, that makes a lot of sense. All right, well spend some time there. But boy, I just don't like the idea of modeled conversions. Like, show me exactly what I actually had don't predict what I should have had given. Obviously, the majority of our listeners are in B2B. I'm really curious, like, what are some of the most effective things in B2B advertising on Facebook, especially now, Jon Loomer It really depends on that service that you're offering. But more than anything, whether it's advertising or not, video. You know, having some sort of video strategy to raise awareness for your brand, raise authority, whatever it is that you need to build for that B2B relationship, depending on what kind of product you have for them. We can't just rely on the links these days, and then clicking on those links and go into your website. And this has been a big adjustment for me too, because for the longest time, I am a data guy. I'm a stats guy. And like, I know that business happens on my website, and my website, my email list are central to everything working. So I've long contended that, like, I can promote blog posts, that's fine, right? I can track that goes to my website, even though that doesn't sell anything I can then see okay, what do people do on my website, once they've been referred on blog posts, the problem becomes like getting marketers, I think this is definitely the case for B2B too. To using video is like you don't always have something to sell, you shouldn't always be selling something with video. And you shouldn't always have a link to go to your website. And that sounds crazy. And I know, to some old school marketers, because I was that guy, probably just a few months ago said, Why would you do that? First of all, it's playing the game. I've never been big on playing the game. But I haven't played the game and so long and my business suffered from it. So fewer and fewer people were seeing in a news feed because I was not using video. Now suddenly, I'm using video. And once you know it, everybody, I'm getting so many comments every day. Jon, I haven't seen you in years. Where have you been? You know, so video with the right frame of mind when you create these like creating video for value, to provide value and be seen as someone you should go to or a brand you should go to for assistance, because that's often the B2B relationship, right? Where you may not need them at that moment. But they're seen as an authority, and you trust them and you consume their content once you need them, you will go to them. And that's kind of the importance of video. AJ Wilcox So what do you think the reason for this is? Do you feel like Facebook has gone all in, like doubling down on promoting the video inventory? Or do you feel like users consume it more? And so Facebook feeds it more to their users? What do you see driving this trend? Jon Loomer This has long been the question on Facebook, because we can go back to other formats as well. Like when we talked about the algorithm and you know what benefits and what doesn't? Is it Facebook, favoring a certain format because people are engaging with it more, or people engaging with it more because the algorithm is favoring it, showing them that content? I think it's a combination of those things. But obviously, it's it'd be foolish to push video if people didn't want to see video. You know, the funny thing, I'm going to go on a tangent here just for a second. Remember the days when an auto play video came out? And the uproar, like, how do I turn this off? This is gonna be a huge failure. What is Facebook doing? That's pretty much every app right now is autoplay video. So point being that was pushed, was it because Facebook knew it would be successful? Because man, there was a lot of negative pushback to that. My bet is though they saw regardless of what people said, how they consumed it, that's often like as a marketer, I think that's an important lesson, generally. I don't listen to polls, when they ask what apps do you use the most? Facebook or not? And then oh, look, that this group of people is no longer using Facebook, they're abandoning and Facebook. And then you look at data and it shows something completely different. So anyway, I think this is kind of an example of that. But anyway, I do think there's something to video being so incredibly engaging. I mean, like Facebook is also reacting to TikTok, obviously. Instagram, they kind of went that direction, first with Instagram, trying to mimic TikTok. And now we're carrying that those rules over to Facebook as well, I can tell you firsthand, if you're just promoting links, if you're just sharing links, you're not gonna get the distribution that other companies other brands get from using video. And again, I understand you want to drive traffic to your websites or like, if that's the only metric you're looking at is traffic, then you might not see the benefit of this. But if you're playing the long game on this, if you want to create a connection with your potential customer, Video is just as the way to go right now. AJ Wilcox Oh, I love this. I've seen something similar on LinkedIn, where if you would have asked me a year ago about LinkedIn's, video ads, I would have told you avoid them, they are on average, about 20% more expensive per click than single image ads. Just don't do it, like people don't go to LinkedIn to be entertained, so they're not gonna stick around for your video. But in just the last six months, we've seen some video ads now starting to outperform a single image. And that doesn't tell me that LinkedIn changed their algorithm or anything like that. It tells me that user behavior is changing. People are actually coming back to LinkedIn to spend time and consume rather than just come because they had a connection request, check it, answer a message or two. Jon Loomer Yeah, and I think it's challenging. And it's not that you can't drive traffic with video. It's just always gonna be a secondary thing, especially at TikTok, I mean, anyone who's used TikTok clicks to a website from the TiKTok app, or it's such a roundabout thing. Like if you put a link in there, in like comments or anything, it's not even clickable. So they always say, oh, click the link in my profile kind of thing. That's like, the most roundabout way, because they want to keep you on the app. So like, as marketers, I understand that that's like, you have this block that says, this is wrong? Why would we want to do that? But I have some stories here. So I've been doing this for a couple of months. And beyond just having people say, oh, John, I haven't seen you my newsfeed forever, you helped me back in 2014, which makes me feel old. But at the same time, beyond seeing that a lot, all of a sudden, I had one on ones, two one on ones on Monday and Tuesday, but all four of them told me that they were there, because they started seeing my videos. And there are people who signed up for my membership, same thing, and I started telling the stories, like, yes, I am here because of those videos. I was not able to connect that in any way, with metrics, anything to show me that that was the truth. My traffic's not even like, crazy, like anything spiked or anything because of this. It's just because of that connection, that emotional connection you can create. But these people are human, I trust this person. It's not even like there's a specific video or anything that you can point to. It's like, it's the collection of the effort that led to it. And as you can see, it's kind of changed my business. And I just want to screen it so people understand it. AJ Wilcox And that's so funny for data guys like you and I because if you look in your analytics platforms, you're not going to see this. And so totally difficult to say because I think we expect sequence, we expect a funnel to show us that something's working. And in your case, like you've shared with us very specifically like the end of the funnel grew, and you see nothing in between to tell you that it's working. That's pretty crazy. Jon Loomer And it has to be the word of mouth. It has to be the people who tell me that if they don't tell me that, I'm just guessing. I have no idea if that actually contributed. So that's the hard part about what we do. AJ Wilcox Yeah, it's true. What we started doing we started asking in a free form field in Our forms when people apply, how did you hear about us? And of course, we're capturing UTM parameters. So we know what platform sent them. But it's really interesting to compare when someone says, Oh, I saw you on YouTube, but their link came from a LinkedIn Ad. And we're like, going, okay, like we're seeing where other platforms are contributing kind of cool. Alright, so I'm imagining the majority of our listeners there are responsible for LinkedIn, obviously, like, why would you listen to LinkedIn Ads Show if you weren't responsible for LinkedIn, but you're probably also responsible for Facebook as well? What would you suggest to advertisers who are responsible for both LinkedIn and Facebook? How do you make the platforms be synergistic, add to each other, work together in harmony? Like, do you have any tips, tricks, strategies? Jon Loomer I think in all cases, every platform has strength. And every platform has its weakness. I think the biggest weakness for Facebook, especially B2B is sorting out your targeting audience. Particularly if you're not optimizing for a purchase or conversion at the time, if you're like, if you're trying to build awareness about your brand, you're going to be reaching all kinds of people in every field whatsoever, like, you could try using their interest targeting and whatnot, especially if you're optimizing for something like engagement, video views, traffic, anything like that, it's usually a mess. Whereas LinkedIn, you can use that specifically to reach people, especially in the B2B situation, who are there for business. Right? So whether it's by their job title or their industry, I think I would consider and look, I'm not a big LinkedIn Ads guy, but I will consider you can correct me on this, that from an awareness perspective, reaching the right people has to be much easier on LinkedIn, than on Facebook for that B2B situation. Right. And then if you're able to drive them to your website at some point, with something, that's where Facebook becomes a little bit better. Piggybacking off of LinkedIn, like off using the comparison with with Google Ads, right? For whatever reason, Facebook's never come up with a reliable search ad, they've experimented a couple of times with different types of search ads. But if you are a business that is only needed when someone needs you, alright, so I don't know why I was using the plumber, but like a plumber. You're not going to follow a plumber on social media, right? And just blanketly targeting everybody. I mean, you can build your brand, but you're probably spent a ton of money just telling people, you're a plumber. So those types of ads on Facebook are difficult. Whereas on Google, you can attract people who are looking for that solution. And then on Facebook, you can remarket to those people who were driven by the Google Ad. So Facebook is ideal, first of all, for Ecom, I would say. So if you're selling product, and you've got a category of product that Facebook knows well, you can optimize for that and do great going broad what not, you don't even really need to actually just put out a blog post on it. That's really where Facebook thrives. And the remarketing, good as well. But the weaknesses in Facebook would be, especially in a B2B situation, attracting the right people at the surface level, top of the funnel, but also the whole reach people before they need you situation. AJ Wilcox I love that. We talked about in our news section a couple episodes ago about how Facebook released the newer B2B targeting and there's five segments. It's interesting, because when I'm used to going into LinkedIn and typing, here are the job titles I want to target, for instance, Facebook used to offer that then took it away. Now we have like, oh, here's this one segment that is we think this is business decision. This is everyone probably manager and above whose job is anything from accounting to sales? It's kind of interesting that they would put it into buckets. Do you see Facebook doing much more? Is this just a foray into it? And then they'll give us more specific targeting later? Jon Loomer It's funny, you mentioned that example. Because it's one of those things was like, oh, yeah, they did this. And I completely forgot. I don't see it as being very valuable. And maybe it is valuable to some of the people who have used it, I've seen value in it. But it's also kind of going against the direction Facebook's heading with targeting. And that direction is like, just go broad. And let the algorithm work. So unless you have something specific, like I need to reach people with this certain job title, a lot of that kind of broad business decision maker stuff, I don't know how effective that's really going to be. Yeah, if someone's had crazy success with it, feel free to correct me on that. AJ Wilcox Cool. Well, I'm excited to try it out. We're certainly exploring anything. I love LinkedIn Ads, but not because the platform is something magic. It's because of access to the right audience. So If there's any other platform out there, that's going to give me control over B2B. I'm going to adopt it, I'm going to accept it. AJ Wilcox So here's a quick sponsor break, and then we'll dive into advanced Facebook Ads strategy, as well as the new hotness of TikTok. The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts. AJ Wilcox If you're a B2B company and care about getting more sales opportunities with your ideal prospects, then chances are LinkedIn Ads are for you. But the platform isn't easy to use, and can be painfully expensive on the front end. At B2Linked, we've cracked the code to maximizing ROI, while minimizing costs. Our methodology includes building and executing LinkedIn Ad strategies, customized to your unique needs, and tailored to the way B2B consumers buy today. Over the last 11 years, we've worked with some of the largest LinkedIn advertisers in the world, we've spent over $150 million on the platform, and we're official LinkedIn partners. If you want to generate more sales opportunities with your ideal prospects, book a discovery call today at B2Linked.com/apply. We'd absolutely love the chance to get to work with you. All right, let's jump back into the interview with Jon Loomer. AJ Wilcox Alright, so I've got to ask, are there any no brainer things that we should be doing with Facebook Ads? Obviously, the platform changes a lot and is constantly adding new stuff. Is there anything no brainer that we might have missed? Jon Loomer I feel like we've talked about the latest developments. For me like the biggest thing, if you've got 28 Day click, you have to dig in search and find it and uncover it. And that's a no brainer, like, show me that more conversions happen, that's really important. The other thing is, if you're running an ad for purchases, I strongly advise that you experiment with going completely broad. Which sounds crazy, I am someone who for years, I just loved a micro targeting. Like target the most relevant people, it could be the smallest audiences, people are most engaged with my stuff. And it's not that you shouldn't ever do that anymore. But I think what we've seen is Facebook's really, really good when it comes to sales. We kind of mentioned that before the algorithm doing things in real time that you can't, or it takes too long to do, to figure it out, and you're going to waste money. So not even bothering with lookalike audiences and interests just going completely broad for Ecom. And when you're when you're selling a product, beyond that, like Facebook ads, I think any advertising platform is so much of an experimental thing, right? I have never had to tell you always do this, this is one thing, because it's it always works. Should you use broad targeting? Should you use narrow? Should you use these certain optimizations? It all depends. So many factors impact the success or lack thereof of your ads. The fact that I'm even telling you consider broad targeting is because I've eventually gotten over my objections to it. Unless you try things you'll never know what actually does, it doesn't work. So I would experiment like crazy if you can. AJ Wilcox I'm with you. I think that would be really uncomfortable for me if LinkedIn ever said just go all broad, we'll find your right people be. It would be really hard for me to trust. I would also wonder like, what is the learning period? Like how long do I give a test before I give up and go? Nope, it had its chance. I mean, I pulled my budget back? Jon Loomer Well, so a couple things with the concept of broad targeting, and then the learning, right? So the truth is that no matter what we do right now, that's the direction Facebook's going. Because if you target an interest, a group of interests, and you're optimizing for any type of conversion, advantage detailed targeting is automatically turned on. That's their expansion product for detailed targeting. So that gives Facebook the ability to go as broad as they want to go beyond what you said you wanted to target to get you the results that they think they can get you. So same thing with look alike audiences, advantage look alike audiences, which is look like expansion, is automatically on for conversions. So if you say, oh, I only target this 1%, they can go to 10% if they want to get you more conversions. So I don't know if everybody knows that. That's the direction it's going anyway. But in terms of the learning period, that's also where we should be careful because that first seven days is Facebook's learning phase. And that's when you'll even see in that delivery column that learning your results are going to be less stable during that time. Additionally, I would be wary of making any changes or drastic changes like stopping anything based on the most recent three days, especially if you've got a lot of people in your audience who are on iOS devices, because there can be a delay in some of that reporting for privacy reasons. So you can't connect the dots or Facebook can't, I don't even know who abuses this so why this is necessary? That reporting can be delayed, which is also why we go back and look at reporting, like, wow, that went up, how'd that change, it's because of that delayed reporting. So don't make any drastic decisions within the most recent three days. But also, if you can let it get through the learning phase. So that's where the algorithm is learning about what works and what doesn't work and trying to get you the best results, the most efficient results. Once you get through the learning phase, that's pretty much when, okay, this is the best rate you're gonna get probably it might fluctuate a little bit over time. But if it's still not working, once you get through the learning phase, yeah, shut it off. AJ Wilcox Okay. So seven day learning phase, if you turn something on, like ultra broad targeting, I have seen some ads reach saturation, before seven days. What do you do about that? Like, if you want to make sure you have seven days, but your ads are reaching high frequency in that time, which would normally tell me to trigger a refresh? How do you balance that? Jon Loomer So it's all about what is my cost per desired action? Right? So audience saturation is something that I don't think most people even realize how to access that data. So you'd select your ad set and on the right hand, part of ads manager, there's an icon, it's like a magnifying glass, the Inspect tool. You click on that, and within there, there's a bunch of charts and graphs, and one of them is for audience saturation. And there are four different metrics related to audience saturation. So I'm going to remember all unfortunately. One is frequency, one is reach, one of them is first time impression ratio. And there's one more. So basically, you can compare it to your cost per conversion. So essentially, yeah, you might see that the frequency is going up, the reach is flattening out. The first time impression ratio went from up top to way down at the bottom. You might see all those things. But if that is not coinciding with an increase in cost per conversion, then who cares? Right? If those two things are connected, that's when you make that decision. So that's why you know, when people often ask, you know, what's that saturation rate or that frequency when you shut it off? That misses the point, if you're getting good results? Who cares what that is? AJ Wilcox Yeah. And it's at the point that you see those results stop that you go and measure that up with against saturation. That makes perfect sense. So since Facebook is kind of old news, Now, tell me what you think might be the most interesting right now in the world of digital marketing? Jon Loomer Oh, well, I'm suddenly dipping into TikTok. So not just from a organic point of view, but I'm using it for advertising as well. So if you've run any Facebook ads before, the first thing you'll notice if you've ever jumped into Tiktok Ads is it looks exactly like Facebook Ads. I haven't heard this specifically mentioned, but I'd be shocked if it's not true that TikTok's engineering team is made up of former Facebook engineers. I'm sure they are. Yeah, because not only is it just set up the same, it's called TikTok Ads manager. Like any of the terminology you're used to is all used there. Custom audiences and look alike audiences and breakdowns and they just came out with an audience Insights tool that is just like the old Facebook audience insights tool, which was really valuable before they scrapped it because of privacy concerns. But everything just works the same. Now, obviously, the platform and the format's different. So your results and kind of your overall strategy could be different. But that's the biggest thing for me is like jumping into that it kind of opened up a new world of wow, I feel really comfortable here. Our marketing world is that's just scratching the surface of like, the kind of as we're talking, you need to get involved in short form video in some way. If you're not comfortable with TikTok, that's fine. The nice thing and really the primary reason I got into TikTok, even though I like laughed about it in a joke probably three months ago, was if it was a unique format that you couldn't apply anywhere else, I'd probably never would have gotten into it. But you could take that and take that same file. Like you probably don't want to take the TikTok version with a TikTok watermark. I mean, I do all my recording and editing off of TikTok, which may or may not be the wrong way to go. But by doing that I can upload to TikTokand add TikTok music. Again, upload two reels and add reels music on Facebook and Instagram. I can upload to YouTube shorts and then you've probably know this, I've created a square version, I just throw it on a square Canvas for LinkedIn. And so the benefit of that is like, you know, even if your TikTok efforts are flat or just not leading to huge results, it's like you've got all these other platforms you can apply that to. And this isn't just like a matter of cross posting, because the way I kind of manage each of those is different. Like ever seen any of my LinkedIn videos, like I provide a lot of long form thoughts, in addition to the video that I wouldn't provide those other places. It's led to all these people on Facebook and Instagram ike I didn't really didn't use Instagram before doing this. I use it as a placement to reach people with my Facebook Ads. And that was about it. It took me a long time to even get into sharing photos. Like, I just didn't even want to do that. And again, that kind of goes back to the whole my objections to photo sharing, I need to drive people to my website, which is why I wouldn't even use Instagram. But anyway, applying that to these different platforms. And then all of a sudden, you can get that aggregate lift, which I think I'm seeing right now. I mean, that's the biggest change right now in marketing is, if you're not getting involved in this, I worry for you. I think it's important. AJ Wilcox That's good advice. By the way, LinkedIn now accepts a native square video for their posts. So you may use the same canvases you're already using for others. Jon Loomer So if I use the nine by 16, what will happen? AJ Wilcox Is it vertical? Jon Loomer So I'm using the vertical, I use that for TikTok and reels and shorts. I throw it on a square canvas, I don't have to change the video in any way and I don't have to crop anything out or anything. So then I have my colors or whatever in the background and the sides. So then it's square. I don't think that uploading the tall works on LinkedIn does it? AJ Wilcox So it does now in the ad platform, I just don't know about organically. Okay. All right. What's interesting is they tell us that if we upload vertical video, it will serve but it will only serve to mobile devices. But that's one of the only controls we have for what devices LinkedIn Ads show up on. I sure would like it the other way around, I'd love to be able to say this format only shows on desktop, but whatever. Yeah, I don't know about organic. We've had some questions about that and I haven't had a chance to test it out. Maybe test it out and let us know, Jon Loomer When I started doing this was square is the ideal on LinkedIn for organic, which is why I did it. And I tried to do in a way that's not going to create a bunch of extra work by just okay, I've got this created video with all the captioning on it, just throw it on a square canvas. And it looks I think, fine. As opposed to trying to recreate the square dimensions, AJ Wilcox We do find over and over that square outperforms every other format for both image and video. So yeah, cool. I think you're on the right path. What are some of the things that marketers should be using TikTok for? Jon Loomer First of all, in your brand, right, so and what your goals are, at minimum, t's just about creating connection with a potential customer, right. So if you have a service, where you are an expert is supposed to be an expert in where they can hire you to do something, you should be mostly about educating them on that thing. And I know for years, the argument against doing something like that was like, oh, but then they'll just do it themselves. I think it's the complete opposite of that, like, yes, they might take bits and pieces of that. But eventually, they need an expert. And because you establish that expertise over and over and over and over again, they'll go to you when they need that help to hire you or recommend you or whatever it be. So I think if you're a service, just sharing your expertise on a regular basis, no strings attached. Like, again, I know this is an obstacle for a lot of brands of constantly pushing selling this this product product product, I would avoid that as much as you can, or you still get mostly ignored. So there's that. But you can also do things like you know, product specific how people use your product. If you're like more of a like a retail, or then it's less about establishing any kind of expertise, it could be more lifestyle, how people are using it, just fun, entertaining videos related to your product. There's just a lot of different angles you can take. The ultimate bottom line though, is you can't be 100% buy my stuff. It's gonna stand out in a bad way. You gotta be thinking, first of all, how do I grab their attention? How do I provide value? How do I you know, make their thumb stop? That's the goal. AJ Wilcox Oh, that's perfect.What about for B2B? Have you found anyone who's done a good job in B2B on TikTok? Any tips for us who are in B2B? Jon Loomer So the stuff I've been following, unfortunately, I can't even think of names. They're just like faces that show up in that tic tac feed. But a lot of that stuff that I follow is B2B. It's people who are experts in a field and I apply a lot of what I learned there to what I do, it's just a lot of educating. So this is how you do something in this field, and this my expertise, and do it quickly. Right. That's the other difficult adjustment for me and I'm sure a lot of old school marketers is like, get to the freaking point, fast. So not only get their attention, but also get to the point fast, they're ready to move that next video. So you've got to provide some value, solve a problem. So think about what are the problems that your target audience have focused on something very specific, wrap that up in a minute or less, I mean, it could be 10 seconds. There could be something so specific that you can get out in 10 seconds. And man, I wish I could give you some specific names. There's several of them who are just really good at the how to. So it's list the top three things you should be doing blah, blah, blah, or why this one thing is so important. It's those types of things. But I encourage anyone who's on TikTok or reels, start following people based on these keywords, engage with the stuff that you like, oh, that's really useful, follow them. And you will start seeing your feed catered to that. There's this there for you section of TikTok, for example, we're constantly seeing more B2B type of content there that I find really useful and t's based on my own engagement. AJ Wilcox Very cool, great tips. Thanks for sharing that. What about you, either professionally, or personally? Or both? What are you most excited about right now? Jon Loomer Man, I tell you, this is a different part of my life. So personally, I have three sons, my business I built around being able to spend as much time with them as possible. And we shared a common love for baseball. So everything I've done really over the first 10, 11 years is about making sure, first of all that I had a business I had an income, I also had freedom of time to dedicate to coaching. Well, my two oldest boys are now in college. It's crazy. And my youngest is now in high school. So my coaching days are over, which is probably good timing. Because after a while, when you take that approach of like, I just want to be as free as possible and work less in this industry, you start getting left behind and that it was I think my business needed a reboot. So I'm spending way more time on my business right now. Because I have more free time that used to be taken up with coaching, building the business. And I think that's really why I'm doing all this video right now. I'm so energized in that. I said no to all podcast guest invitations for years. Because that's just one more thing that takes up my time that I didn't have time for. So it's these kinds of things like, you know, building these relationships and having these experiences I'm really excited about. AJ Wilcox I'm so grateful that you accepted this one. This is awesome. Like I will have mentioned in the intro, you've been a huge inspiration to me so thanks so much for coming on. Jon Loomer Thanks so much. AJ Wilcox I'm curious because you've dedicated so much time to coaching in baseball. Yeah, you've got some sons in college. Do you have any future MLB players? Or are they on scholarship? Or have they kind of left it behind? Jon Loomer No. So I feel really lucky for this. I mean, first of all, my oldest, he'll agree with this, the least skilled of the three. He played through varsity, which is no easy feat. 2500 kids in the school to play all the way through senior year. But he had a specific goal, like he's, he's a senior at Texas Tech right now. He's gonna go to med school next year. He's going to be an orthopedic surgeon is what he's planning on. And then my middle son, it's funny because like, he's one we're like, we kind of wanted him to keep playing. Because he's got that ability. I'm not gonna go MLB be or anything. But he's got that ability to play. But actually, it's probably a good thing that he's decided that's it, I'm ready to focus on school. Because that's what they are worried about with these kids, like in this environment that I'm in with baseball, it's so crazy, and so much pressure. It's constantly about getting to that next level. Like when you have that focus, are they prepared for when that's not an option anymore? Like, what are you going to do? And so he's actually planning on doing something in sports, he's looking to go into sports journalism, and he's super busy and active in college and I'm really proud of them. And our youngest son not gonna make any predictions on him. He's still living the dream play baseball in high school, but I think just as a parent, it's just a reminder that there's always something after and to make sure they're ready for that. That baseball sports really, unless, maybe not even unless, you can't make it the number one priority because eventually you're not going to have it. So yeah, that's one of those tough parenting lessons. AJ Wilcox Well, that is nice, because you see Olympians who go and get a gold medal and retire from their sport, and then they have a crash. They have a hard time figuring out what do I do with my life? I'm really glad that the sport takes them so far, but then they're willing to become well rounded and jump into school. I think that's a nod to your parenting that you're probably doing things right. Jon Loomer Really thinking largely my wife, Lisa, too. She's so deeply involved in your school and on top of what are you doing? Are you doing your homework? And whatnot, it's a lot of credit to her. AJ Wilcox Oh, it's fantastic. Shout out to Lisa. Well, John, anything else you want to share with us about anything you're working on? Or anything you feel like it'd be helpful to us as LinkedIn marketers? Jon Loomer No, I think just to stick with a theme, you know, be re to constantly evolve. And whether this is about LinkedIn marketing, or about your brand and your business. I think I have a unique perspective of having been in this was my business for 11 years and was at a very high point. And then I stopped evolving, thinking I could just keep going with these same approaches forever. It'll always work for me. And you have to understand that the way people consume the way people buy, the needs people have, how you do things on what platforms and what for, like, all those things have to constantly be evaluated. There is no new universal, this is always going to work. So be open to change, I think is my best advice for any marketer or any business owner. AJ Wilcox That's fantastic advice. Jonn, thanks again for accepting the invitation to come on here, sharing all this value. Where do you want people to follow you, find you, any of that? Jon Loomer I guess that depends on where you consume content, but jonloomer.com is my home base. So if you still use websites, go there. Otherwise, you can easily find me on TikTok at Jon Loomer Instagram at Jon Loomer. Listen to a podcast now. I mean, The Podcast with Jon Loomer as well. Actually a lot of those episodes these days are repurposed TikTok videos. They're nice, short, quick and to the point. Oh, that's cool. We could have a whole other topic about that too sometime! AJ Wilcox We can and we and we probably awesome. Thanks so much, John. Jon Loomer Awesome. Thanks so much, AJ. AJ Wilcox All right, I've got the episode resources for you coming right up, so stick around. Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. AJ Wilcox If you look down in the shownotes, you'll see links to jonloomer.com, his TikTok, his podcast, and the link to follow him on LinkedIn. So definitely check those out. Also, if you or anyone else is looking to learn more about LinkedIn Ads, check out the link in the show notes for the course that I did on LinkedIn Learning all about LinkedIn Ads. It's by far the highest quality and the lowest cost course out there. If this is your first time listening, welcome, we're excited to have you here. Hit that subscribe button. We'd absolutely love to have you around next episode. But if this is not your first time listening, a terrific zero cost way that you can support us is to look down, hit the rate and leave us a review in whatever podcast player you listen on. You probably hear this from a lot of podcasters, but it really makes a big difference to leave us reviews. So please help us get the word out. Also with any questions, suggestions, feedback, corrections, anything you want to give us around the show, email us at podcast@B2Linked.com. And with that being said, we'll see you back here next week. Cheering you on in your LinkedIn ads initiatives.

Since the introduction of competition into Brazil's natural gas market, it has been possible to see the impact on prices.  Join Camila Dias, Brazil Country Manager, and Flávia Pierry, Natural Gas and Power Editor, as they assess the initial results following the opening of the market.  Stay connected with the natural gas and energy markets Podcast episode is in Portuguese

Dyl decided to give Adrian the week off to interview Dean Mortlock, 90s gaming mag Sega Power's last ever editor having worked there as a writer since 1992. Dean's decided to go back into the shark-infested waters of magazine publishing with his new venture 'Sega Powered', ably supported by Neil Randall (DC-UK,360 mags), Marc Jowett and our bud from Maximum Power-Up, Paul Monaghan, it'll be full of Sega-related goodness past, present, and future. Dean's life on the mags, dealing with Sega, the magic of Sonic, the demise of the Saturn and many other retro gaming tales all in this hour-long chat. Please consider backing the Sega Powered Kickstarter here: http://kck.st/3uG9F2C You can find them on social media by searching 'Sega Powered' Like what we do? Please consider supporting us on Patreon: www.patreon.com/arcadeattack Fancy discussing this podcast? Fancy suggesting a topic of conversation? Please tweet us @arcadeattackUK or catch us on facebook.com/arcadeattackUK All copyrighted material contained within this podcast is the property of their respective rights owners and their use here is protected under ‘fair use' for the purposes of comment or critique.

Brazil faces a power crisis, making government and sectorial entities search for actions to avoid blackouts and power shortages, with high costs for both the consumers and the country's economy. Join Camila Dias, Argus Brasil Bureau Chief, and Flávia Pierry, Natural Gas and Power Editor. They discuss the causes of this crisis and its consequences, and what to expect for 2022. (Podcast is in Portuguese) Related Links Find out more about our services for the Energy Markets

The Brazilian natural gas market will have a new dynamic from January 2022 with its opening defined at the new gas law and Petrobras reducing its market share. Join Camila Dias, Argus Brazil Bureau Chief, and Flávia Pierry, Brazil Natural Gas and Power Editor, as they talk about the expected changes at each part of the gas chain and the obstacles the industry might face. Learn more about our natural gas services.

Hey there podcast family, welcome to episode 43 of the Small Business Made Simple Podcast. Thank you for lending me your ears today – I know you have lots of choices, so I sincerely appreciate me being one of them! Today’s episode is brought to you by my brand new, course Facebook Ads for Beginners. It’s been many hours in the making, but it’s here and I’m more excited than a cat when the Christmas tree goes up! I love talking about Facebook Ads. I believe they have the power to make a massive difference in my business and in yours. But one of the biggest mistakes people make and probably one of the most asked question I get about Ads is “to boost or not to boost”? So, I thought I’d deal with just that question here on the podcast today. It won’t surprise to learn that I am anti-boosting. But it will surprise you to hear that I think they do have a time and place and I’ll talk about that a bit later. Before I get all addsie (!) with you – let’s do the discovery of the week. THIS WEEK’S DISCOVERY! This discovery is a fun one! If you’re anything like me, you see things, get curious and think “how did you do that” and off you set down a 100 rabbit holes looking for the solution to what you saw and that was a little bit cute/different or awesome. Alas, this was one of those needless investigations driven purely by curiosity. Let me see if I can explain it? Have you ever seen on Facebook or Instagram or social media for that matter, a post where someone is texting in an animation and a second later someone responds? With all the sound effects of text typing and look and feel of a text. Well that’s what I’ve seen and thought “cool”! So, I found an app that does it. It’s called TextingStory and you’ll find it in the app store. It’s free and well, frankly, I think it’s a little cool. If standing out from the crowd on social media, where it’s busy and crowded, is the name of our game – then this little app just might hit that goal. And plus, it’s like having a little conversation with yourself! For those who talk to themselves, you know what I mean?!?! Anyway, check it out. I’ll have a story of what I am talking about here on my Instagram stories today – so go look at it – head to Small Business Made Simple and check it out. As always, just a little disclaimer, my discoveries are just that and I am in no way affiliated with any of them but promise to tell you if I ever am. I just love them and from the response of my listeners, you guys, you are loving them too! Hey and if you have a little discovery, or something you use in your business that you’d like to share, please do so. Email me at jenn@jenndonovan.com.au or tag me @smallbusinessmadesimple. I really love to know what tools you use to help make your life simpler! ARE FACEBOOK BOOST POSTS WORTH IT? Ok so let’s get into today’s episode all about boosting posts. Recently, a Facebook account manager had this to say about Boosted Posts: You are targeting engagement of heavy users and this does not correlate with purchase intent, brand recognition, etc. Instead, it is solely focused on those who tend to react or “like” anything. Yikes! Do you want to spend most of your ad dollars with an objective where people “like” anything? And as I’ve said several times on this Podcast when it comes to social media, my bank manager doesn’t accept “likes” as payment and I suspect yours doesn’t either! Boosting, frankly, is chasing that vanity metric – likes. It’s not good business strategy and it doesn’t help you reach those business goals. The abundance of information and targeting options for advertisers that can be used for advertising from within Facebook can be overwhelming for anyone that doesn’t work at a digital agency. Facebook knows this which is why it created the Boost Post option from the page interface. It knows it needed an “easier” option for businesses, so it created one – but it doesn’t mean it’s the right one for you. Easy isn’t always best. There’s a reason why this podcast is called Small Business Made Simple NOT Small Business Made Easy – easy isn’t always the right option. Here’s 3 reasons boosted posts are not a good option Reason One There are far more effective options available to you as an advertiser. Boosted posts are just one of twenty different marketing objectives Facebook offers advertisers. Many of its other marketing objectives will help you achieve business outcomes that Boosted Posts will not, such as leads, sales, brand awareness, increasing video views, and more. Reason Two Boosted Posts are focused on engagement (these are vanity metrics – like I mentioned before) and targeted specifically to the 16% of users likely to engage with an ad. Each of Facebook’s marketing objectives is designed for a specific goal and boosted posts are focused solely on post engagement. And engagement is not a good objective to pursue when you are focused on business outcomes such as growing revenue. Reason Three When you boost a post from your page interface, the targeting options are further restricted (versus running ads from the ad manager or Power Editor) as you cannot test different styles of creative (images, copy, or video) or bidding types. And if you’ve learnt anything from this podcast – marketing is all about test and measure and repeat! If you listened to last week’s podcast on Facebook Ads, you’ll remember I said, “assume nothing, test everything!” Just like we learnt in Footloose the movie – there is a time for everything and therefore there is a time for boosting (maybe, perhaps, almost!) So, when would you boost? The best case for running boosted posts are to increase your visibility within the organic news feed and to communicate something to your fans. The people who see your boosted posts are most likely going to be your most engaging fans – the social butterflies – those people that are always “liking” and engaging with posts regardless. My bestie who owns a retail shop (Judd’s in Yarrawonga – just to give it a plug) boosts, despite my requests not too (grrr) and she gets results. She puts up a picture of the new green shirt that’s just arrived, boosts it for a couple of dollars and boom, it’s sold out. I hate that! But why does it work – well, because of what I just said, she’s boosting to her most engaged fans – the ones who already love her and her business. You might argue that the green shirt would sell anyway, but that’s a test and measure thing! So, do this with extreme caution. Be really aware of what the goal is. So as we wrap up this little rant when it comes to Facebook Boosting, I would love for you to put your hand in the air and say these words “Jenn, from today I promise to keep my fingers off the boost button and I will make time to learn the Ads platform, because I know it’s so much more powerful for my business”. Excellent – glad we got that sorted! Now if you’re interested in my brand-new Facebook Ads for Beginners course, I’d love to be the person to teach you. I take your hand and I walk you through, step by step, not only on the actual Facebook Ads platform, but also goal setting, starting with the end in mind, your client avatar and SO MUCH MORE. This is truly a labour of love. My mission is to help as many small business owners as I can. This course is purely built on that core value. I am so tired to small business owners not using the platform because they don’t know how. THAT ALL ENDS TODAY MY PEEPS, today! To find out all the details about my course, go to www.socialmediaandmarketing.com.au/facebook You’ll have lifetime access. As the platform changes, this course will update too, and you will have access to those updates, and I have an exclusive Facebook Group for my students of course so they can slip in there and have their questions answered by me or get help from fellow students as well. It’s almost the end of the year, so if learning Facebook Ads was one of your goals, then perhaps this is just what you need to tick that off your list! I’ll be back next Thursday with some more marketing know-how and another discovery of course. But that is all for Episode 43. I’d love to connect with you all on social – so let’s get social on social – I’m on all the good platforms, so let’s do that! …….. and remember small business peeps, as my opening song says, there’s no point in dreaming small!      

Once upon a time I (Joe) had an AdWords PPC budget that hit $45,000 a month. Over 5 years I learned AdWords on my own, had no training, a half dozen campaigns and a handful of ad groups. I thought I was pretty savvy and successful. This was about 10 years ago and to be frank, I'm older, wiser, more seasoned and would tell my 10-year younger self that I was a novice and wasting a TON of money. Don't be like me. Since 2010 I have heard dozens of entrepreneurs tell me they outsourced their paid advertising unsuccessfully. So when Jason Yelowitz introduced me to Strike Social Founder I was a little skeptical. But success and growth speak for themselves. Patrick McKenna boot strapped Strike Social from his kitchen table in a rented home in LA about 5 years ago. In 2016 Strike Social was named on the Inc. 500 List for the fastest growing companies. Their rank? Number 17! Strike Social helps brands improve their paid advertising campaigns, dramatically. One example Patrick gives is an ecommerce company that had their CPA go from $80 dollars to $16. This created great problems for the client. The first was rapid growth and much better margins. The second was access (or lack thereof) to monies for inventory. As you likely know – running out of inventory is an issue. Rapidly growing brands lack access to capital, run out of inventory and lose ground on the path to growth. Strike Social does a free analysis of a client's paid ad campaigns, a free test, and when the client comes on board and grows so fast they don't have funds for enough inventory, Strike will provide working capital for inventory. If it weren't for the rank of number 17 on the Inc. 500 list and the fact that you don't get there without proving yourself, I'd say it all seems too good to be true. After chatting with Patrick on today's Podcast, I say try them out get a free review. At the very least you'll learn what you are doing right and wrong in your own paid advertising campaigns. Episode Highlights: Instagram's paid advertising platform is the next Facebook. It's working. In Google AdWords you should have 1,000+ campaigns, not 6. Facebook is content driven and ads need constant testing. Video ads in Facebook can be as short as 3-4 seconds. YouTube is great, but not for direct conversations and CPAs. Strike Social developed technology recognized by Techcrunch.com that helped propel them to #17 on the Inc. 500 list. Strike Social will provide working capital to clients so they can ramp up inventory to match growth. Transcription: Mark: So one of the things that I find most difficult and frustrating about running a business in today's internet world is this idea of having these coordinated campaigns across multiple channels and multiple platforms, and the degree to sophistication which you need to run each campaign across each platform. For example with Facebook and Google, it's not so much to do just [inaudible 00:01:25.5] a couple of key words and hoping everything works for Facebook bring up a couple of ads and hoping it works. You really have to delve in and get super detailed. I understand Joe that you talked to somebody today that's doing this for a living. And they started a company and not only have they just started and are doing well but they're ranked really high in the Inc. 500 list specializing in running these cross-platform campaigns that are really highly refined. Joe: Yeah. It's Patrick McKenna from Strike Social and about five years ago he bootstrapped a company, he was literally working from the kitchen table in a rented house in Los Angeles. And he developed software that would analyze paid advertising campaigns and then go way beyond what you normally do in an excel file and so on and so forth. Standard stuff right? Well, that's what I thought when he was introduced to me by our very own Jason Yellowitz, they're neighbors. Patrick's company Strike Social in 2016 was ranked number 16 … no number 17 on the Inc. 500 list. And I think you and I have talked about this that that's impressive, number 17 on Inc. 500 list, you don't get there by accident. You don't get there without being really really good at what you do. Over the years, the last six years that I've been doing what I'm doing I talked to dozens and dozens and I might want to say hundreds that [inaudible 00:02:49.9] of people that started their own Google Ad Account and developed it as their business grew and managed it themselves and then got to a point where they said you know what I should outsource this. And they found somebody online and they outsourced it and what happened? It failed. That cost for acquisition went up, the budget went up and they had to bring it back in-house. Dozens of times I talked to these folks. So when I first connected with Patrick I was skeptical but then we talked, went into detail and he gave me some success stories that are really truly just incredible Mark to the point where I need you to listen to this podcast and consider talking with him about Quiet Light Advertising. They do testing for free. They do an analysis with their software and they'll do a test for free as well. And then they prove themselves and then like every other agency they get paid on a percentage of spend. But here's the kicker they've taken some clients and grown their businesses so dramatically that clients run out of inventory. That's the number one thing we tell folks is don't run out of inventory. It seems so simple but when people bootstrap the company and they grow they don't have enough working capital. And I've listened to other podcast, you know the EcommCrew Mike Jackness podcast where they talk about trying to find sources of working capital for inventory. Well, Strike Social will be that source for their very own clients. Because they've run into it so many times where it was so successful the client ran out of funds to buy more inventory. So they became that working capital source. So really impressive story, I would encourage everyone to listen all the way through to the 31 minute mark where he starts to talk about the working capital aspect of it. But there's a lot of good stuff here. He talks about some basic things that everyone should do. A quick story and then I'll stop talking. But when I ran my own Google AdWords campaign for the company that you brokered for me back in 2010, the most I ever spent was $45,000 in one month on paid advertising. I worked my way up that, up up from that in 2005 to 2010. Of course, after the crash, it was much lower but at the max … at the peak, I had a total of 10 campaigns set up in Google AdWords. And I had it all done with my keywords and I used all the software at the time to find those keywords and develop them; 10 campaigns. So in talking with Patrick, he talks about that their clients have an average of 1,000 to 6,000 campaigns and that's for one product, Mark. And that just makes me think about … again, yet again how much money I lost in two ways, really on wasted advertising spending and on not making it so good that my cost for acquisition came down dramatically. And I just want to encourage everyone that's listening to think about it and listen to what they're saying and have a conversation with them because odds are you're not doing it as well as you could be if you're doing it yourself. Just like what we talked about with book keeping, Excel is not accounting software. The basic pieces that you pull together for managing your campaigns across multiple platforms is not as good as what these guys have either. And it's worth to listen to him, worth a test I think in my opinion and experience. Mark: Yeah and I really have to agree with the fact that if you're doing it in-house and look I'm running some campaigns in-house right now for both companies that I own. That for a variety of reasons … but you have to understand if you're going to run it in-house, if you're not going to have a specialist, chances are you're not going to be doing it as well as it could be done. Because AdWords is an environment that really takes specialization. Facebook is an environment that really takes specialization. Frankly, I'm saying up a good automation sequence falls in the same category as well. So I'll be interested to listen to this. I definitely will be listening to this. I'm always looking to pick up on some information. Joe: Yeah and look Instagram is also in there as well. It's something we talked about. You know when AdWords was it that was the player Facebook came along and started to become the second option. Well, Instagram is now that option to Facebook and it's really starting to work. So those that have not expanded to those channels, listen, take a look, learn. And the other thing look this wasn't a pitch for this guy's services. This was helping people understand what they may or may not be doing right or wrong in their campaigns. And he talks about three things that you can do and focus on. And at the end Mark, I didn't ask him for a contact information like at all. It's in the show notes of course but for those that only listen the company is Strike Social. It's strikesocial.com and you can email them at hello@strikesocial.com that's hello@strikesocial.com it's a … we didn't talk about it at the end so I want to throw it in now. Mark: Awesome well let's get to it. Joe: Hey folks its Joe Valley of Quiet Light Brokerage and today I've got Patrick McKenna with us from Strike Social. How are you, Patrick? Patrick: I'm good. How are you, Joe? Joe: I'm fantastic. Folks, anybody that knows Jason Yellowitz here at Quiet Light, you should, he's been around for I think longer than everybody except for Mark Daoust the founder of Quiet Light. Jason was my broker when I sold back in 2010 and he happens to live across the street from you right? Patrick: That's right we live in Reno, he's right across the street. Kids are always running in my house. Joe: Jason is a good man and I wouldn't mind having him as a neighbor. I often poke fun at Jason and his Bathrobe Millionaire book but it's a heck of a success story and I still don't have a piece of the bathrobe. Have you ever seen it laying around his house? Did he save it? Seriously is it like behind like a glass case hanging on the wall? Patrick: It's on the mantle sitting up there. He's very proud of that. Joe: Next time you're in I want you to take a selfie in front of it and send it to me okay? Patrick: [inaudible 00:08:47.7] Joe: Look in all seriousness Jason is top notch. He's my mentor. He's mentored to many. He's a terrific guy. And he introduced you to us. And as I mentioned before we started recording we do not do fancy introductions here at Quiet Light on the Quiet Light Podcast so I know it's going to be hard for you but I want you to brag about yourself a little bit because you have a heck of a success story. Tell us about Strike Social and what you do, what the background is and all that good stuff for us. Patrick: Sure, yeah we … you know Jason and I are sort of kindred spirits. We've been through the battle, it sounds like you have too … I mean a business is incredibly challenging. We did it like anyone else does it. We take the plunge, you bootstrap on a kitchen table out of our rental house in LA. And we started that process in March of 2013 and then we launched some technology and we got recognized in TechCrunch for this advertising technology, this analytics platform. By November after that article came out we're selling like crazy and that was some different challenges. You think initially that wow this is great and that my products rate and the market loves it. And then you start to realize that you're putting yourself out of business because you're trying to fund invoices and all those types of things that come up when you're running a business. So we went through all that stuff, raised a little money in 2014, raised a little bit more in 2015 and it's standed globally and by 2016 we're recognized in Forbes Fast 500 fastest growing companies in the US. Joe: What number were you? Patrick: Number 17. Joe: 17 out of 500? Patrick: Yeah. Joe: That's incredible. Patrick: Pretty amazing. That was up 2016 revenue numbers and we're excited to see where we land this year for Fortune List. It will be the 2018 release that will be 2017 numbers so- Joe: Got you. Patrick: It's that it so. Joe: It sounds exciting and painful all the same time. You've literally started on a kitchen table at a rental in LA. and then grew the business, bootstrapped it from there. Probably like many of the listeners who are you know the listeners that are sellers and entrepreneurs and listeners that are hoping to step into the entrepreneurial role that you're playing now. That's pretty incredible. Tell us about what Strike Social does and who your typical customers are. Patrick: Right. So initially we went out to the largest agencies in the world and we sold execution services around advertising. So initially we started with YouTube now we're across all the social platforms and search as well. But we would basically like take on and execute buys for their largest customers. So our customers will be X-box in PNG and pick any Fortune 100 brand, the big guys. And then we started doing that here in the US then we went to Asia and then went to Europe and I don't know if you know who the holding companies are but you know WPP [inaudible 00:12:17.3], the big guys that I mostly don't talk to a smaller company. So it was really nice to have that reign for us to go sell in to and it was a really profitable situation for us. And we kept building technology and investing in technology and people and locations. We have a location here in Chicago where we're headquartered. And then we have a location in Poland and a location in Manila. We've got about a hundred people here now and we've got boots on the ground from Japan, and Korea, and Australia, obviously the US, Singapore, Europe. So it's been a really really fun ride and yes you go through all of the emotional ups and downs of running a business when you're buying one. Joe: Yeah. Good problems with that kind of growth, really good problems. Talk to me about the technology that you developed that originally got you recognized in I think you said TechCrunch and you said analytics platform. Can you talk about the actual service and why someone would use … like why these B2B advertising agencies would use yours versus having an expert in-house do it. What does it do and what's different about it that made you the 17th fastest growing company in 2016? Patrick: Yeah I think when video first came out I think it was really challenging for companies to understand, it is kind of a new medium, how do I be successful here? So our analytics platform so they showed them how to be successful. But what we did is we executed the media guys. So we look like a typical agency, we don't really like that word because we built software solution to help us with that. And then overtime what we've done is we built this incredible artificial intelligence box that allows us to go across platform, plan and execute strategies. And so it's all … it's a human and technology solution combined. And like I talked about advertising now it's a complicated orchestra. And what you need at the end of that is execution so … and we can talk about that more but it's very challenging to stay up to date on these platforms and you need a partner and a technology solution to really execute and do well. Joe: Okay. And you started out with YouTube, so at that time there were not a lot of experts in the field of buying advertising, buying that advertising space on YouTube. Patrick: That's right. Joe: You know when I … when Jason sold my business back in 2010 I was spending a boatload of money on Google AdWords and I learned it from the ground up. I did it myself starting in 2005 and I … at one point I never had any training so I can't imagine how much money I wasted over the years. I mean it was a point where I topped out at spending $45,000 a month. I mean Jason loves to tell the story of how I got mad at American Express because I went above my average so I cut my advertising in half and it's the stupidest thing I've ever done. But I did it because I got mad. It is a ton of money; I blew a ton of money by not being the expert. But you guys learned that expertise in terms of buying ad space on YouTube and then you expanded to the other social media platforms. So are you now doing paid ads on Google AdWords, on Facebook, Instagram, Snapchat, things of that nature? Patrick: Absolutely DBM, Amazon, all the ones- Joe: What would DBM mean? You got me right there. Patrick: Sorry … Doubleclick Bid Manager is Google's DSP solution to get the rest of the web that's not … that you can't do in AdWords. Joe: And what's DSP stand for? Patrick: Digital Supply-side Platform, so that's how Google goes and buys display advertising on say the [inaudible 00:16:36.9] within New York Times. Joe: Okay. Patrick: Yeah. So it's another Google product. It's part of their Google Suite and actually it's interesting that you bring that up that's … that they had a tagging solution there that … and we find this a lot in companies that are running small businesses on just AdWords that you can get really good multi variant testing on that platform rebuilt technology to allow you to expand that. I don't know how extensive you got with your test. But one campaign maybe you have 40 different variables, maybe you're really good and you get up to a hundred. We'll do like 6,000 with their technology. Joe: Wow. Patrick: So yeah we're testing age, demo, interest, topic, keywords- Joe: Let's get really down to it. People that are listening, their ears might be perking up and this is why we're talking because you don't get to be number 17 on the Forbes fastest growing companies by screwing up. Patrick: Yeah. Joe: Because you wouldn't have the clients that would be referring and helping you grow your business further. Patrick: That's right. Joe: So my initial thought as I said on our first call was more often than not I do valuations and exe-planning for people and see that they were doing fine on their own advertising. Managing it themselves and then outsourced it and it totally blew it up as in bang and their cost for acquisition went up. And usually, in my experience, it's not a great thing. Your success in having people use your services changes my mind. So let's talk about specifically we've got folks that are … was their physical product owners and of course there's content as well but I think you said you don't really do a whole lot of content stuff. Correct me if I'm wrong but let's say we've got physical product owners that are mostly because of the crazy growth on Amazon doing Amazon sponsored ads our advice is always go well beyond Amazon grow your business so it's not one revenue channel. Your value is going to be higher but they are challenged with how to do that. So do you do an analysis on a business and you're looking at Facebook advertising for that physical products, do you take over the Amazon, sponsored ads, do you do Instagram all of these things? Patrick: Yes, all of them. And you know what before we start with any business we start with an audit to get to a genuine conversation. You'd say okay here in the platforms you're on tell us about your objectives, lets pull your data into a dashboard that you'll own and take possession of. And more so you … where we see some quick wins and easy gaps and then we'll go take you know what if you like what we're saying we'll go run a test for free to see if we can improve what you're doing. Joe: How much is the cost of the audit that you do? Patrick: It doesn't cost anything. Joe: Okay the audit is free and the test is free. Patrick: The audit is free, the test is free. That's right and we just rolled out this … the reason I'm talking to you and I'm just talking to Jason about this is you know we just rolled out this Strike Marketing Partnership. You know we have a very large e-commerce company under our belt right now and we are able to take that business and improve their cost per lead from $80 to $16 and it really grow their business. They were able to- Joe: Were they profitable at $80? Patrick: Yes. Yeah, they were. Joe: Okay. Patrick: Dramatically improved their numbers and now they're on a path to being a billion dollar company. Joe: And so you took it from $80 cost per lead … was it cost for lead or cost for acquisition or both? I guess it doesn't matter but you took it from 80 to 16 and then where they able to use the same budget or I mean- Patrick: They were able to increase it. Yeah you see that's the key and I think the one point I want to make Joe is that we are entrepreneurs here and we're in the advertising marketing space and like one of the guys that's on our staff started panatea until he started the March Air Movement and sold it to a very large Japanese company because he doesn't need to work. But he's passionate about entrepreneurs, entrepreneurship and he's an expert in building that brand. And when you said content you know content is critical in … when you start talking about AdWords and multi variant testing you can't apply that same learning over to Facebook. It's a completely different platform. Everything is grouped together. You have to be a little bit patient and let Facebook find that first customer for you. And then it starts to learn who your customer is and it's started in and it's off to the races. But if you're open at that platform and if you're doing it the same way you're doing it on AdWords whether it's YouTube or just AdWords so you're not going to perform there, you're just … you're not doing it right. Joe: Okay. Patrick: So- Joe: What are in that Amazon Seller account? Do you guys handle the sponsor ads as well? Patrick: That's right yeah and we have a seat on Amazon so we have a partnership with them. Seat means that we get a seat. Joe: You know I was going to ask that. Patrick: Yeah sorry. I can see it on your face, what's a seat? Joe: Okay. Patrick: And seat that means that we're in their partner program and we can log into their technology and buy inventory at stale. Joe: Sure. Patrick: So … yeah and that means we also have a rep, and that's the other thing to is that these platforms change all the time. And one of the recent ones was GDPR it's made a … GDPR oh. Joe: Come on now GDPR what's that? This is going to be the acronym show. What is it? Patrick: Yeah the acronym … I'm sorry, I spend a lot of time in advertising so you know neither all … there are all things … GDPR is a … it's a European Union situation where the user is in control of their own data. Joe: Okay. Patrick: And the platforms, you have to basically ask permission or I think you've probably seen on sites you go to now. They're saying a. so do you like content, you need to accept my cookie. And if you're in someone's database right now and you have a European client in your database you needed to e-mail them and say hey by the way I need you to okay the fact that you're in my database. Initially, don't do that, I mean don't be that; you can get fined significantly. Joe: Most of our … the people in the audience, the people that are listening I shouldn't say most I mean it's anywhere from somebody doing a hundred thousand a year in revenue to you know 40 to 50 million in revenue. So it's all over the map there a little bit. Let's give some stuff away for free here that I don't want this to be obviously you do the evaluation and you do the test for free. And then let me just answer that; let's answer the quick question because people are going to say well what happens after that? Do you get paid on a commission basis part of the advertising how does it … part of the advertise you spent? Patrick: Yeah I think that's why we fall in that advertising agent bucket because we get a percentage of the media. Joe: I did the same back in my Media Mind days when I used to buy time on radio; percentage of what you're spending. Patrick: There you go. Joe: And about the job you do on that cost for acquisition the more you're able to spend because the budget goes up. So it is the right- Patrick: Portion. Joe: Way to do it. Yeah. All right so let's talk about that aside do you have any sort of hot tips? What can someone do just on their own looking at their own advertising budget in whatever platform you want to talk about? Patrick: Sure. Joe: Give away some tips or what can somebody do that's using … let's start with Google AdWords. What's the biggest mistake people make and how can they fix it? Patrick: Yeah I think that one of the biggest mistakes, I mean you can kind of take this across all platforms is trying to figure out the audience and the actual attribution and then finding the adjacent audience. So I'll give you an example, and our artificial intelligence does this. The idea is that you need to expand your audience. So you find an audience that gives you a high lifetime value and you recognize that in keywords or interest in Google AdWords. For example, you might be targeting 18 to 54 year olds in AdWords. You need to break each one of those segments up and realize that 18 to 24 year olds aren't interested in the same thing as a 45 and through 54 right? So if you're trying … if you're targeting people who are interested in the NFL, the 18 year olds that also have that same interest are interested in the UFC. And so you have to find those adjacent audiences to lower your cost of acquisition. Does that make sense? Joe: Yeah. Patrick: You expand the reach of the audience size and that's something that our technology does and our big people are doing that. Joe: Okay so it's finding out their like audiences. I always hear something on the Facebook algorithm in the paid advertising part of that similar audience or look alike audience, is that what we're talking about? Patrick: Kind of, on Facebook it's different. So AdWords is a multi-variant test platform. You're basically setting up … hopefully, you're setting up somewhere between 10 and 150 different campaigns. We're going to set up about 1,000 to 6,000. Joe: I think I had five or six and I had multiple things underneath there. So you're talking about 1,000 to 6,000 campaigns? Patrick: What was what was your target audience age range? Joe: From the women 25, 54 but I honestly can't recall if I even know. No, not much. I don't want to talk about that because I lost a whole lot of money the more we talk about it. Patrick: Oh my gosh. Joe: Wasted money. But you're doing a thousand campaigns inside of Google Ad Words? Patrick: You can [inaudible 00:17:10.1]. That's the only way, get out to get that. No, no, no, that's my product. That's the only way to get down to how am I going to expand this audience? What does this audience …. what is this audience also interested in? So it … what you basically said, what you told the platform was I want women 18 to 54 is that what you said, 18 to 54? Joe: 25, 54 but- Patrick: 25 and 54 and you basically said they all have the same interest and they don't. Joe: No they don't. Patrick: And they're not even on the same device. So you've got to break it out by device; tablet, mobile, desktop. And you've got to break it out by each age group. You've got to break it out by each interest. And you got to break it out by each keyword. Because if you don't get that data in there you're science is [inaudible 00:28:04.6] value is. Joe: Okay so someone doing this on their own in an Excel spreadsheet doing … think they're doing fairly well odds are that they could be doing a whole lot better. Patrick: Basically. Joe: Right. Another … okay so the tip there was I keep, I want to call it look alike audiences but it's not. Patrick: Just call it multi-variant testing. In AdWords, you've got to multi-variant test, and you've got to get as granular as possible to get the learnings out of that, out of that platform. Joe: Multi-variant testing, okay. Patrick: Yes. Joe: Second so the tip, the next thing you'll sit down and tell somebody to look at? Patrick: So on Facebook, it's completely different. You can't, you have to bucket everyone together and then as soon as Facebook finds you that acquisition and that's you know obviously Facebook and Instagram then it starts to learn okay now I know who you're looking for and it starts to find all the people that look alike. That's where the look alike part comes in. Facebook's AdWord is working in the background to figure that out. When we first set out it might be looking at your return and saying oh my gosh I'm doing way better on AdWords. You have to stick with it. And one of the things that we see as well is that you have a longer sign up or click to buy solution in your platform. What you'll see is people will start that buy on Facebook and they'll get to your form and realize that they don't have enough time for this and they need to go sign up on the desktop. And they'll go to Google search, look up your brand and you have to be able to do that. And that's where that DCM code comes in to play; from double click. Joe: Okay. Patrick: It actually digi up and see the assist on Facebook to AdWords, give the credit to Facebook that was the person who … that's where they saw the ad. They'll just go in to the desktop to finish filling it out Joe: Okay. Patrick: That makes sense? Joe: I did evaluation maybe three weeks ago for someone that back in the first quarter they reduced tremendous volume in their business by Facebook advertising. And then the algorithm update hit in I think April, you know by May. And they went from let's say a half a million a month in revenue to 40,000 a month in revenue. Patrick: Yeah. Joe: Incredibly painful. Patrick: Yeah. Joe: They then jumped to Google AdWords and made adjustments on Facebook. But that type of algorithm update how do you and how does your agency … [inaudible 00:30:34.3] agency, how does your service address that, fix that, take care of that, and make sure that your clients are not going to be suffering from that major algorithm update that Facebook seems to be doing on a regular basis? Patrick: Yeah, it's a good point Joe I mean we're all sort of at the mercy of the changes that happen. That update may have been Facebook's response to Cambridge Analytics which was kind of like on the back end of that GDPR stuff I was talking about. So they have made changes and all these platforms change all the time. What we had is like when I was talking about Amazon with the seat, we're in Facebook's Ad Manager; we have a Facebook rep so we … those changes come to us before. Hey look here's how you're going to have to set these campaigns up in the future to be successful. Be prepared for this, this is going to be our algorithmic change and they'll never tell you what's in the science behind it. But you bring up a valid point about Facebook; it is a very content rich platform. You have to be testing instead of multi variant testing, different light items of campaigns. What you're really doing there is your multi-variant testing creative. So you have to look at an audience and you have to understand is the audience tired of my ad? They're seeing the same ad over and over again. Are they tired of that ad or is the audience exhausted with my product? They don't want it anymore and I have to go somewhere else. But typically what we're doing in Facebook is a lot of creatives popping. So well create a slot, 15 different pieces of creative image a week period [inaudible 00:32:19.0]. Joe: So with AdWords the campaigns you could have a thousand plus potentially. Patrick: Yeah. Joe: Maybe at least 6,000 with Facebook it's more about the creative and fifteen different creatives over a two week period. Patrick: Yeah that's right. Joe: And then you'll continue to test that and swap it out to just continually monitoring the click rate and conversion rate. Patrick: That's right. Joe: What about video on Facebook is that something you're doing and recommend? Patrick: Yeah you know [inaudible 00:32:46.1] there are working really well, there's video component in there. But yeah we're seeing great conversion off of short video. And you know you … on that creative side you have to have high quality images and the videos don't have to be very long; two, three … three to six seconds perfectly in there. Joe: I think the quality I think the audience gets because that's the number one thing in terms of their own website and the Amazon seller accounts is top quality photos that should be the first thing. All right so we talked about Google AdWords, we talked about Facebook, any other thoughts in terms of you sitting down with somebody having a drink and what they should look at if they're running an e-commerce paid advertising campaign? Patrick: Yeah I mean actually on the paid advertising side I … you just have to keep exploring the platform's interest, is that really good … if you know how to use that platform it's becoming a very good conversion platform. And it's interesting when you start to see these new platforms come out typically because they're new there's not a lot of complex decision there so if you can … it's kind of a land grab. It's kind of like what Facebook did to Google. Facebook was a new platform, they finally got their Ads Manager to work properly and Power Editor is what they call it. And people have done really really well. Same thing is happening with Pinterest now. They've got their advertising technology and algorithm is starting to do really well in the backend of collecting data and saying oh this person who bought this is also buying this and they look alike kind of thing. Pinterest is becoming a CPA platform. Joe: Okay, so AdWords, Facebook, Pinterest … and when we say AdWords when we say that we are talking about Google content searches plus I assume were talking about YouTube looped in there as well. Patrick: Yeah YouTube is very tough in terms of direct conversing. What you have to do on YouTube is you use YouTube as a mid-funnel driver to your branded keyboard search. So I know that that sounds challenging but your creating an awareness campaign but you're looking at how that's driving cheap CPA in AdWords because it's your brand and that costs less than say some generic term that like clubs or something like that; whatever you're selling. Joe: Okay. So when you work with a client do you work on … obviously, you've got a budget that you work on, goal setting with either cost per lead or cost per acquisition things of that nature. People … my point is that I know that when I was in the audience is just listening thinking about hiring someone that I was worried that they're going to blow up my budget on it. Patrick: Oh yeah. Joe: Do you work with them on all those goals as well? Patrick: Oh absolutely and everybody is logged in. We're typically buying on your account so nothing's getting taken out of there. And again like everything starts with that audit. But back to your point about I think what entrepreneurs do is they need that margin or store ad to be really high to afford the inventory. And what we go about with Dave and some of the other entrepreneurs here is we want to help you with that. So we'll [inaudible 00:36:19.8] with you so that you can take a little bit more risk on the advertising side. And we talked about this a little bit before the show and it's what I talked to Jason about- Joe: Yeah let me just jump in and get to the point so people understand. Patrick: Yeah. Joe: Part of the biggest problem that a bootstrapped physical products company has is amazing growth and lack of capital to buy more inventory; they're growing at 100% month over month, year over year. And they're taking all of that working capital and putting it right back in inventory and just trying to keep up. And what I do or anybody at Quiet Light does evaluation for that business we talk about planning. One of the simplest things to be more profitable is just don't run out of inventory. But it's kind of hard because they run out of money and can't keep up with that growth. So what you're talking about is as an agency, as a firm, as a partner- Patrick: As a partner. Joe: You're willing to work with them and lend them money to buy that inventory. Patrick: That's right. When we went from $80 to $16 CPL, we broke our partner's logistics. That … I can sum up what you're talking about in just amazing growth; we have the same problem. So you don't have enough capital, no bank is going to give you a decent loan, your business is too young in the first three years and so we recognize that. We're able to look at your advertising and we'll tell you what we can do on the execution side. But we have to make sure that you have the logistics down in the inventory to go take those risks. And we want to take those risks with you. So overall it's to grow your business as big as you possibly can. So that's the goal. That's how we make money. Joe: It's [inaudible 00:38:11.9] it's not all that different from Quiet Light, we're here to help. We have that … sometimes that stigma of oh you're a broker and that was the hardest thing for me going from entrepreneur owning my own business to entrepreneur that's a broker advisor is that those entrepreneurs they say you know I never want to sell my business. I don't want to talk to you. I don't want you to talk me into something. But we are here to help and help you grow your business and build that relationship so that when you plan to sell you'll exit and you'll exit well. Patrick: That's right. Joe: And what you're doing is the same thing is you're helping more than anything else. Of course, you're a business trying to make a living too and obviously doing it very well. But you're going to do the audit for free, you're going to do the test for free. Patrick: Yeah. Joe: And then you're going to dramatically reduce that cost for acquisition or cost for lead whatever the case might be in what the parameters are that you set with the client. Patrick: That's right. Joe: And they're going to have a problem which is dramatic growth and they're not going to be able to keep up with the inventory. They probably already can't keep up with the inventory purchasing and you're going to be there to help fund the inventory purchases and keep this growing which allows you to spend more money on their behalf and a great cost really a great cost for acquisition and make more money for yourself along the way as well. Patrick: Yeah. When we started our company we did it on American Express and Google AdWords buy in YouTube. It [inaudible 00:39:37.5] credit card every $700, so you know I feel your pain that you were feeling and we get it and it's real. Growth is tough to manage; very tough to manage. So for me, I like to consider myself sort of a scaling expert whether that embodies locations and sales. I'm good at that. I mean there are people here that will just do that … building a brand from scratch and selling it for hundreds of millions of dollars. Joe: That's amazing that you get that kind of talent that is choosing to work with you. It's kind of a great working environment for these folks. Patrick: Yeah. Joe: Ok look I never have to work again for the rest of my life but you're making it fun and we're changing people's lives so let's go ahead. Patrick: Yeah and think about Joe, I meant it's exciting. I mean you're in this business because you get to meet really interesting other entrepreneurs. And they all bring something interesting to the table. When they take a nap on we've all been in that battle together and this is a new sort of idea like why are you doing this so- Joe: It's great. Patrick: Yeah it's got to be a part where we're really excited about it and happy to bring it to the market. Joe: Yeah listen, I want to end it here simply because people should be reaching out to you. It's a very least they're going to learn something in the review process. They're going to learn at the very least what they're screwing up on, what they're doing wrong, and what they can do. Choose to do it themselves or- Patrick: Anything works, that's right. Joe: Have you test it and prove that you can do it better than they can. And then they can free themselves up for other things as well like additional product development and clean documentation on their financials. So I say that in every podcast episode hire a good [inaudible 00:41:23.0]. Patrick: That's right. Joe: And one priest, they've heard me preach before. Patrick listen thanks for being on the show. Thanks for taking time out of your day I know you're very busy. We'll go ahead and get this produced get it out to folks and share it with you as well so you can share it with your team. Patrick: Joe thanks for having me. Joe: It's great man, thank you. We'll talk to you soon. Patrick: All right man, take care. Thanks for listening to another episode of the Quiet Light Podcast for more resources from this episode head over to quietlightbrokerage.com. If you're enjoying the show please leave a rating and review on iTunes. This helps share the messages from the show with more business owners like you.   Links: Free review and test: hello@strikesocial.com Inc. 500 Ranking Strike Social

Monica Louie's journey into entrepreneurship started with a blog sharing her story and helping others. Along the way she learned how to leverage Facebook ads to promote her business. Now she teaches other entrepreneurs how to use that knowledge to grow their businesses too.In today's episode we discuss digital marketing, Facebook Ads, Paying off debt, blogging to help people, testing ad campaigns, using Facebook to grow your business, defining audience, taking proactive action, giving back, and much more.Monica Louie is a Facebook ads coach and strategist who helps ambitious online entrepreneurs grow their impact and their profits with the power of Facebook ads. She has worked on hundreds of Facebook ad campaigns, including several traffic campaigns with cost per click as low as $0.02 and conversion campaigns with cost per result as low as $0.35. Her online journey began in 2015 when she shared how her family paid off $120,000 of debt in two years on a single, middle-class income. When she’s not playing in the Power Editor, she can be found hiking in the Pacific Northwest with her husband, dog, and two kids.Interview Segments - This is where you can find each section of the interview.Intro / About Monica: 2:07 minutesInterview: 6:53 minutesRapid Rire Questions: 42:02 minutesWebsite: https://www.monicalouie.com/Facebook: https://www.monicalouie.com/facebookJumbleThink Offer: https://www.monicalouie.com/jumblethink/ (Promo Code: jumble50)Flourish Program: https://www.monicalouie.com/flourish/

Biggest Takeaways You Don’t Want to Miss: Keeping up with Facebook updates can (at times) feel like a full-time job. And if you’re not staying on top of everything that’s changing, you can feel like you’re stuck back in 2012. I’ve got you covered because today, my Facebook Ads sidekick and dancing machine (more about that in the episode!) Rick Mulready, is joining me to fill us in on some of the most recent, and relevant, updates on Facebook Ads. We’re talking everything from the Power Editor going away, to budget optimization, all the way to Messenger Ads. You can’t miss this goldmine of an episode—especially because Rick is introducing us to an amazing new feature to optimizing our budget and get more bang for our buck. If you’ve decided that this year is THE year to master Facebook ads, you cannot miss out on all the juicy details Rick has for us in today’s ep. Some of you know Rick from previous podcasts, and I love having him back because he’s always making sure you’re on top of your game with Facebook AND Instagram Ads. So let’s get started on the five must-areas Rick says you need to be aware of today. Check out these highlights: Where did Power Editor go? [4:51] How Facebook is updating the potential audience reach. [7:39] Should you keep your audiences separate? [10:40] Budget optimization at the Campaign Level: you want to be ready to optimize this update. [11:45] How to choose between manual and automatic bidding. [15:26] Customizing ads for different placements in both Facebook and Instagram (this one’s brand new). [19:01] Messenger Ads—why Rick thinks they will be BIG in 2018. [25:47] Cyber Monday’s billion-dollar payoff and why keeping the mobile user in mind is super important. [31:22]

If your ears have perked up (out of interest, curiosity or confusion), then I know you are going to love this week’s episode of the Epic Success podcast. I am honored that to have received the opportunity to sit down with Rick Mulready of The Art of Paid Traffic for our 25th episode, where he divulged so many golden nuggets and informational goodies regarding the power of Facebook Ads.  Rick started off in Internet advertising, working for big names like AOL, Yahoo!, Funny Or Die (“yes, I got to meet Will Ferrell a few times and he’s awesome.”, he says on his website), and Vibrant Media. He then took that experience in the corporate world to small businesses, and started guiding them in achieving success through the power of Facebook advertising.   In this episode of Epic Success, “The Art of Facebook Ads”, you will learn about:   How he went from the corporate world, to podcasting, to being a Facebook Ad master for small businesses.   Where you should start (especially if the words “Ads Manager” and “Power Editor” are foreign to you!).   Which Facebook features to use to if you want to start with organic reach before diving into paid advertising.   How to effectively target your audience when setting up your Facebook Ad.   Should you hire out to an Ads Manager or DIY?   What is an algorithm, anyway?   If you want to connect with Rick Mulready – and you SHOULD! – visit the links below from the podcast to learn more about how you can use Facebook advertising to boost your brand’s visibility on social media.   Connect with Rick Mulready   Website – http://www.rickmulready.com Facebook - https://www.facebook.com/rmulready Twitter - https://twitter.com/rickmulready YouTube - https://www.youtube.com/user/IRockPaidTraffic Blog - http://rickmulready.com/blog/   The Art of Paid Traffic Podcast - http://rickmulready.com/category/podcast/   Other Epic Things FREE EPIC GOAL SETTING AND PRODUCTIVTY MASTER CLASS It’s not too late to achieve your goals for 2017! Grab your seat to the Epic Goal Setting and Powerhouse Master Class, October 8th or 9th, 10 am PST. Limited seats available. Click the links below to grab yours today! November 8th at 10am PST – Epic Goal Setting and Powerhouse Master Class November 9th at 10am PST – Epic Goal Setting and Powerhouse Master Class Free Download 5 Productivity Mastery Secrets: The Implementation Blueprint Connect with Shannon Facebook | Instagram | Epic Success Website Join the Epic Tribe to get all of Dr. Shannon’s exclusive content she reserves only for her tribe! Did you know that Shannon is also the founder and director of Mosaic Vision – a NON PROFIT organization is powerfully changing the lives of HIV/AIDS orphans in Uganda. To learn more, visit MosaicVision.org or follow Mosaic on Facebook.      

Learn about the latest Facebook ad updates and what they mean for you and your business. The experts will explain how they’re using the new features and changes in their businesses. If you’re feeling overwhelmed by the Facebook ad updates, this episode will be a good place to start. IN THIS EPISODE YOU’LL LEARN: The Facebook feature that will show your ad to people who are more likely to convert. How to generate more leads using a new ad type. The update that will make Facebook Messenger Ads easier to set up. What the merging of Facebook Ads Manager and Power Editor means for you (« and why the merger will be better for Facebook marketers). Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!

Welcome to episode 371 of Hit the Mic with The Stacey Harris. Welcome, welcome, welcome. This week we're going to talk about Facebook Ads. Some major changes and updates happening that I'm actually really excited about because I think they will make it easier for those of you who maybe are not super in love with Power Editor or even Ads Manager and the idea that there are two spaces that do different things. You're going to like today's news. Before we jump into that though, I do want to remind you Hit the Mic Backstage is the place to go for all things Facebook ads trainings. In fact, I'm currently working on and outlining some brand new Facebook Ads trainings that are actually doing to launch in just a couple of months in December, actually December 1st. Some brand new Facebook ads videos will launch inside the membership. Until then, the ones that are in there now are super awesome. And we have a brand new opportunity to grab a Facebook Ads training all around a strategy that's generally only available to Hit the Mic Backstage members, but I've made it available for you. If you head over to the show notes for this page you will see a link pointing you to the Facebook Ads strategy that will help you re-engage cold audience. I know, I know, you want to build a bigger audience. This is the first step to that. Get the people you already have interested actually talking to you. So head over and check that out. Again, thestaceyharris.com/episode371 to grab the show notes for this episode and while you're there, just listen to all the episodes, okay? Fantastic. I can't speak to the greatness of the first hundred, but since it's been all uphill. Or downhill? It's been all good, that's what I'm trying to say here. All right? Okay. Let's jump in.   Let's talk about the three changes I want you to be paying attention to when it comes to your Facebook Ads. FYI, I know some of you right now, right this second, are self-selecting out saying, "You know what, I don't want to know anything else. I want to hire someone to do this for me." I get that. I think that's fantastic. But I want you to make a good hiring decision. Good hiring decisions come from having just a little bit of information, so knowing and staying with me for the next 10-ish, 15-ish minutes, that's what's going to get you to a place where you can comfortably and confidently have these conversations so that you can make sure that you're hiring well. A little bit of knowledge goes a long way when it comes to hiring. And, if you're somebody who wants to DIY, what we're going to talk about is really going to set you up for success, so stay with me. Don't self-select out because you think Facebook ads are going to be boring. Stay with me, all right? Number one thing I want you to know: the Power Editor and the Ads Manager are coming together. The Power Editor is still available. However, the Ads Manager is getting a lot of the Power Editor features, meaning we can do some really, really cool things like duplicate ads or campaigns in a way that we could not previously in Ads Manager. On the bright side, we have a lot of those analytics so that you can see if your ad campaign is working, making sure that we're getting that ever so important ROI, return on our investment, that comes from knowing our numbers. And so, an easy to read yet robust amount of information now resides in the Ads Manager so that you can check and make sure your ads are working. Now, I want to throw this in there, four-and-a-half minutes after you launch your campaign, not the best time to check your numbers. In fact, ads tend to kind of work themselves out over the first probably 48 to 72 hours, so right around day two or three is when I start to make tweaks, unless something has gone horrendously wrong in the first 24 hours. If things are just kind of borderline, I'm like, "Okay, let's stay with it. Let's stay the course." If by day three they're not doing what I want them to be doing, that's when we make changes. You can do that now thanks to the Ads Manager. You can check all those numbers and get a really good understanding of what's happening there. You can also set up rules. This isn't a new feature, but it's something worth knowing. We talk about it inside the trainings of Backstage. If you're not keeping a helicopter parent-like eye on your Facebook Ads, you can automate some of that supervision. So if gets to a certain point, the emergency report is pulled and the ad is stopped. That's really helpful. Or, if an ads going super killer and you want to double down, you can automate that double down and it to the budget. Okie dokie? Okie dokie. Speaking of things you can see when you look at your analytics. This is going to be our number two thing, I want you to be paying attention to that relevance score. Relevance scores are not new, however, they are wildly underutilized. That's what I want to talk about next. Your relevance score matters because it shows you whether your ad is resonating with the audience seeing it or if it's not. Relevance scores are based on negative feedback, so if your ads are hidden, your page is unlike due to the ad, those kinds of things. Also, what percentage of people seeing the ad is paying attention to the ad in the sense that they're clicking or commenting or liking or sharing or engaging in some way? The more people you get to engage with the ads, the higher that relevance score is going to be. The more negative feedback you get, the lower that relevance score is going to be. I really want to see you guys hitting a relevance score of six, seven, eight. If you're hitting a relevance score of nine or 10, A, you're probably targeting a really killer ad at a warm audience. The only time I've seen relevance scores of nine or 10 for us and our clients has been when we've been targeting an ad to an audience that sees us quite frequently, so retargeting an email list. Over the summer we tested ... We're actually going to be rolling this out again in November and December ... retargeting our membership base and saying, "Hey, there's a new training," or, "Don't forget this training," or basically just running an engagement sequence of ads to our active membership list. That's one time that we see relevance scores of nine or 10. Generally what we're seeing on our ads is seven or eight when we're looking at a cold audience, and I can see immediately if I've got a relevance score of three or four, time to shut that ad off and look at what's wrong with it. Maybe the call to action's not clear. Maybe the targeting is wrong. Maybe the copy's bad. Maybe the image is bad. Whatever. Then we can go back to the drawing board and diagnose that problem because we see really clearly, in a really easy way, "Hey, this is not connecting. This is not working. It's time to adjust." Now, again, we have to give it time for that relevance score to balance out. The relevancy score is not going to show up until a certain amount of people have seen the ad. I think it's 1,000 people. And there is a reason for that, because when you look at the first five people, if five people see the ad and five people ignore the ad, they don't click on it, they don't do anything, then you would have a really poor relevancy score. But five people is not enough people to make a judgment call on. Again, give this 48 hours, 72 hours, and then look at it, and depending on how low that score is. For me, if the score is two, three, four, we're probably going to close it down and make a pretty sweeping changing, meaning we're going to be looking at all of the copy. All of the audience. We're going to be looking ground up because that's a really low score for us. However, if we're seeing something at five, six, it's, "Okay. What can we tweak here to change it?" I'll test a couple of things. I'll say, "Okay. Let's tweak the call to action and make sure it's solid. Let's tweak the image." When I'm making these tweaks, I'm changing one thing not everything, so that when I go to make the next ad campaign, I have information to work from. If I change six things about the ad, I don't know what made the difference to improve it. However, if I duplicate that ad and run some tests with just one change, then I can go, "Okay, so this one performed really well." Often times, what I'll do is I'll make six versions of the ad and I'll test that. Now, I don't get to accumulate the social proof on an ad on people liking and commenting, but I can do that later. What I want to know for the next few days is if I run these six ads to this ad set, which one's going to perform the best? Now I can go about making an educated choice, get that out on a wider scale, and be building social proof with it. There's a shift there in the way you're thinking about it, but all of that stems from paying attention to that relevance score. Now, to find your relevance score, you're going to be looking at your analytics, so you're going to be looking in your Ads Manager information. When you click on the Ad tab and then the Performance View, you'll see the option that says Relevance. Again, we want to see that relevance score be in the neighborhood of eight, nine, 10, maybe a seven. If we're seeing eight or nine, that's awesome. If we're seeing five or six, let's start making some tweaks. If we're seeing one, shut it down right now. If we're seeing two, three, four, we need to make some probably more sweeping changes. I will straight up shut those ads off and start again because we're clearly missing the mark. Again, if we're seeing things closer to five, six, then let's make some tweaks and see what we can do. Does that make sense? All right, so that's number two, your relevance score. The number three thing I want to talk about, you need to know the rules. Now, I'm going to link in the show notes again, thestaceyharris.com/episode371, I'm going to link to two things. I'm going to link to the Facebook Ads policies, meaning these are the rules set forth by Facebook. They are telling you what you are not allowed to do. I'm also going to link to the Facebook Guide and Checklist. The guide and checklist is something we use in-house here at The Stacey Harris to make sure that all of our ad campaigns are checking a certain amount of boxes. It's the checklist we go through to actually build ads, and then a guide as far as getting ads approved. Facebook is legit cracking down on ads that are not following the rules. Make sure your ads are not one of them. To do that, check out the policies. Now, there are also some things that are not necessarily stipulated in the policies as clearly as they could be. They are lessons learned, so I'm including that checklist and guide because that guide is where you'll find that information. Some examples, keeping your ad positive and keeping your ads not personal, meaning you do not want to say, "Are you struggling with ..." No, you're going to a pain point and you're making it specific to them. You're basically assuming that the viewer of that ad is having some sort of problem. That's not what you want to do. Instead, you want to talk about possibilities in a general sense. I know that sounds super vague, but instead of saying, "Are you struggling with ..." instead say, "What if every day started with ... and what's possible." For example, let's use a health coach, because health coaches have the hardest time with this because you cannot speak to personal health problems in a Facebook ad and get it approved. No weight loss, no, "I'm tired," no assuming symptoms of any kind. One of the things we do with our clients is we, again, focus on what's possible. "Wake up every day rested and ready to go." It's positive and it's not specifically about some problem I'm having or whoever is seeing the ad. "Wake up rested and ready to go." "Skip the afternoon slow down," or, "Make 2 PM as energetic as 9 AM." Again, we're talking about what's possible. And then we feed into that, "This is how." You know what I mean? That's where we're then saying, "A change in diet could ..." and you're going to use the word diet, but, "Allowing what we consume to fuel our day." Or something like that. But you have to be super careful. You want to keep it positive and you want to keep it general. Again, I know that seems vague, but with good targeting, with good ad copy, with good graphics, it becomes a no-brainer. It becomes a lot easier and a lot more clear. All right? All right. So head to the show notes. This is one of those episodes where you're going to want to make sure you go to the show notes, thestaceyharris.com/episode371. Go there, grab everything I mentioned in this episode. And then, honestly, your best next step, go the Hit the Mic Backstage. Hitthemicbackstage.com is the place to be to stay up to date with all things social. All of the changes happening with Facebook Ads, there's been a ton of Instagram changes lately, all of those things are inside Hit the Mic Backstage. We've got two private communities, one right on the site for your question and network updates and things like that, plus a private Facebook group allowing us to connect and socialize and we do some Facebook Lives in there and ask questions and things like that. These are your resources to connect with me. Hitthemicbackstage.com. Don't miss this opportunity. Again, thestaceyharris.com/episode371 links everything I mentioned today. I will see you next week. Resources Join us inside Hit the Mic Backstage Get Your Facebook Ads Strategy to Re-Engage Your Audience Facebook Ads Policies Connect with Me Connect with me on Facebook Tweet with me and include #HittheMic Be sure to leave your review on iTunes or Stitcher for a shoutout on a future show

Are you feeling overwhelmed with the state of your Facebook ads right now? On this episode we are diving deep on how to keep Facebook ads simple, as the Power Editor, targeting options and platform as a whole continue to get more and more complicated. Listen in for the five action steps that you can take immediately to get your ads on track, as well as details on free training I’ll be offering very shortly!  

This week on The PPC Show, Paul and JD break down the top 9 headlines and trends in ad tech and digital marketing for the week of September 18-22nd. 1) Facebook Removes 4 Ad Targeting Options of Profile Details To help ensure that targeting is not used for discriminatory purposes, Facebook is removing these self-reported targeting fields until we have the right processes in place to help prevent this issue. As people fill in their education or employer on their profile. the 4 categories are people's employers, schools, fields of study and job titles. Psyche! We added them back! 2) Facebook Launches Dynamic Creative Tool Facebook has a new trick up its sleeve. It's called “dynamic creative,” and it's a tool available in Power Editor and the newly updated Ads Manager. Here is what it does, how to use it, and why. It does so by taking components like images, videos, titles, descriptions, CTAs, etc. and runs them as different combinations across audiences. While the total asset number is 30, you can use a maximum of 5 titles, 10 images or 10 videos, 5 bodies of text, 5 descriptions, and 5 CTAs. Also note that you can use images OR videos, and can't mix in the same ad set. 3) Pinterest Grows to 200 Million Monthly Active Users Pinterest has reached a new milestone of 200 million users. The platform reached 175 million users back in April, and now, Pinterest has announced that their community has expanded to 200 million MAU – up 40% year-over-year. 4) Pinterest's interest-based ad-targeting options swell to more than 5,000 Pinterest is increasing the number of interest-based ad-targeting options offered to advertisers from roughly 400 to more than 5,000, thanks to the social network/search engine's updated index of more than 100 billion pins. Last year the company acquired mobile ad-tech firm URX Taste Graph For example, if someone uses Pinterest to research kitchen remodeling ideas, that user may not want to continuing seeing organic and paid pins related to home decor long after the remodel is completed. Rolling end of October 5) Ring in the Holidays with New Google Merchant Center Tools Luckily, getting your product data in shape has never been easier with new Merchant Center tools. The new feeds experience and Opportunities are here just in time for you to win this holiday season. Modify your product data from the Content API Previously, your product data could only be submitted in one primary feed. Now, supplemental feeds give you the flexibility of submitting and modifying your product data from multiple sources. Simply add new countries with the same language to your primary feed and your prices will automatically show in the correct currency of the user 6) Supercharge your call-only ads with ad extensions For the first time, you'll be able to show ad extensions with call-only ads to promote more relevant information about your products Location, callout and structured snippets, 7) Snap Inc Adds New Creative Partners, Education Courses to Improve Ads Today we are excited to add 14 new partners to our network of companies to help advertisers create ads that deliver results. These new partners represent the best in video, cinemagraph, and gif creation; game and playable ad development; lead generation and data capture; interactive and 360 video players; mobile couponing and more — all to help advertisers build engaging Snap Ad experiences that deliver a positive ROI. 8) Audience Targeting Is More Successful on Mobile Than on Desktop Mobile ads are reaching their intended audiences at a higher rate than desktop ads, a finding that may relate to desktops' higher likelihood of having multiple users, according to a comScore report. 9) Duopoly to grab more than 60% of 2017 digital ad spend Total Digital ad spend $83 Billion in 2017 ($35B) 42% Google ($17B) 21% Facebook --- Send in a voice message: https://anchor.fm/the-ppc-show-podcast/message

Last week Facebook decided to combine both its Ads Manager & Power Editor. Today Liz goes over what this means and some of the benefits of this merge. Episode 0261 Have a question? Email us questions@60secondmarketing.net we'll give you and your company a shout out in addition to answering your question! Or be part of the conversation, join us on our Facebook Group at https://www.facebook.com/groups/60secondmarketing and you can also find us on Instagram @60SecMarketing and Twitter @60SecondMktng

For most people, change can be hard! If you’re doing Facebook ads, you’ve got to be able to roll with the changes and on today’s episode, I’ll be talking about three big ones that came into effect recently. They are: The merger of Ads Manager and Power Editor into one combined tool New targeting updates -- no more Job Title and education targeting… And I also give my perspective on what’s happening with all of the accounts being flagged and shut down… On the Show Today You’ll Learn: The steps to take to create your ads within Power Editor, and why the change by Facebook to combine the two ad creation tools makes sense What happens now to historical data, saved filters and audiences with the new Ads Manager tool What you can do now that self-reported targeting fields such as “Job Title” are now longer available What to do if you’re getting high negative feedback and tips for avoiding advertising false claims that can get your ads flagged Why you need to be reviewing Facebook’s policies regularly! It can be hard to keep up with the changes Facebook is bringing in at times, but if you really understand the concept of what you’re doing and the objective of your ad campaign, it’s just a matter of making adjustments. If we want to be advertising on the most effective and cost efficient platform available today, we’ve got to be able to do this and keep moving forward! Want to Win A 30-Minute Strategy Session With Me? All you have to do is give me your feedback on this podcast, and specifically, I’d like to hear what you’d like to see more of -- topics, guests, style of the show, frequency, length -- any ideas you’d like to share with me, I’d love to hear them.    To share your ideas and feedback with me, you can message me on Facebook at http://rickmulready.com/messenger And, when you message me with your ideas and feedback, I’m going to pick one person at random at the end of the month to win a 30 minute strategy call with me -- we could talk about Facebook ads, growing your business, online marketing strategy, growing a team -- whatever you’d like to talk about. Thanks, in advance!

Show Notes 1) Facebook Announces Major Updates to Ads Manager The updated Ads Manager interface is designed to feel familiar without sacrificing any capabilities advertisers enjoyed from the old Power Editor or Ads Manager. “By focusing our efforts on improving a single platform, we hope to bring greater efficiency to our advertisers.” 7 Major Updates for Facebook Advertisers 2) Twitter is Reportedly Working on a 'Tweetstorm' Feature This, reportedly, is an in-development Twitter function which would enable you to type streams of content, beyond 140 characters, which the tool would then separate into numbered tweetstorms, without you having to do so yourself. Need features for news users, not power users. Cons: Flat 328M MAU while FB increases (+2 b), LinkedIn (500 million) Pros: 74% of users use Twitter as a news source 3)Pinterest crosses 200 million monthly active users In April, the company said it hit 175 million monthly active users, so it seems it's been able to grow pretty methodically in the past year or so. That's going to be a good sign for the company, which set some very ambitious targets in early 2015 but has since had to recalibrate it. Pinterest recently raised a $150 million financing round at a $12.3 billion valuation. With that financing round, Pinterest was making a full-court press into visual search, which it is trying to pitch as its core competency. More than 75% of sign-ups are coming from outside the U.S. now as it makes a big push internationally. More than half of its users come from outside the U.S., and impressions for the app grew 50% year-over-year. 4) New AdWords UAC Feature: The Creative Asset Report We're also excited to tell you about a new feature in UAC called the Creative Asset Report. This feature will let you understand what creative assets are working with your audience. Add assets like text and videos and Google tells you what is working. Would be cool if they did this for text ads. You write a headline and copy and give sitelinks and they mix and match. They kinda do this with dynamic ads? 5) Display Advertising Stats 2017: SEMrush Study Whether you are tentatively planning your first display advertising campaign or can already create one in your sleep, you will still need data to come up with an effective action plan. Leaderboard - spend your time optimizing that ad size. 6) [Chart] How Marketers Are Deciding Where to Put Their Media Dollars More than three-quarters of survey respondents said that they look at the channels that best reach their target audience when determining media budget allocations, per the report. 36% channels that our mgmt trusts Cross-channel (digital & traditional): 21%; TV: 20%; Cross-device (online & mobile): 19%; Online advertising (desktop/mobile): 16%; Mobile advertising & apps (13%); and Other traditional media (11%) 7) New Ads Reporting Feature in Quora Ads Manager Many of our advertising partners have been asking for a way to receive ongoing performance reports for their ad campaigns. To start addressing those needs, we've launched a new feature that will enable you to receive a one time or ongoing scheduled .csv file of daily campaign data at the individual ad level. This will enable you to leverage the most granular data we can provide in any analysis tool of your choice to better understand how your campaigns are performing. You can effectively slice and dice the data how you'd like, to understand your campaigns better. Check out the feature on the new "Email Reports" tab of your ads manager. The feature does not currently provide the ability to aggregate campaign data higher than the ad level, but you can filter down to only receiving the daily ad level data for a given campaign, ad set, or ad. --- Send in a voice message: https://anchor.fm/the-ppc-show-podcast/message

Mini-pod sponsored by Grasshopper (coupon link below) with Eric Readinger and Law Smith answering a hater that didn't believe Facebook Ads work.  This episode doesn't get too technical -  should help Sweaters understand the basics of Facebook Ads campaigns, simple ROI math, Boosting Posts, Ads Manager, Power Editor, targeting specific audiences,  ad creatives, etc.   Sponsored by Grasshopper, the virtual phone system.  Swequity Listeners get $50 off when they sign up at TryGrasshopper.com/Sweat.   Shout-out sponsor by Sagebrushed, witty and well designed greeting cards. Go to SageBrushed.com 

The deep dive into all things Facebook Ads continues with part two of my mini training with Rick Mulready. In part one we discussed the importance of mapping out a strategy before you jump into scheduling your ads, as well as knowing how to target your ideal customer and build custom audiences using the Audience Insights tool. (Missed Part 1? It was SO GOOD and you can listen here.) We’re going a little deeper in today’s second part by telling you how to set up your ads using the Power Editor and how to assess your performance by focusing on a few key metrics. PART TWO Getting to know the Power Editor. A Facebook ad consists of three elements— campaign, ad set and ad. The campaign is where you set the objective of the ad, such as page post engagement or website clicks. The ad set is where you select the targeting, budget and schedule for the ad. And the ad is where you have the image and text for your ad. How to Create a Campaign: Using metrics to evaluate ad performance. First, don’t look at anything related to how your ads are doing for 72 hours. Then, take a look at these numbers by going to the ads manager, clicking the performance dropdown menu and selecting customized columns to choose the stats you want to review. These are the metrics to pay attention to: Cost per lead (or conversion): In general, shoot for $9 and under on a lead. Sound high? You’ve got to be real about what’s happening with Facebook. It’s super competitive and that means it’s getting more expensive—yet it’s still the most cost-effective ad platform. Landing page conversion rate: Your goal is at least 20% conversion. If you’re not there, look at the consistency between your ad and the landing page. Are you using the same text, color scheme and other graphical elements? Is the messaging consistent? Click-through rate: If it’s less than 1%, that’s a sign that your ad is not resonating with your audience. Relevance score: The closer you are to 10, the better. If it’s low, that means your ad isn’t relevant. The problem could be with your ad or with the audience you’re targeting. Frequency score: If you’re at a 4 or higher, that means people are seeing your ad too many times and won’t look at it anymore. Try changing up the type of ad you’re showing. If you’re happy with the metrics, start to scale. If not, use the data to figure out your next step. For example, if you’ve got a 2% click-through rate and a decent relevance score, but your cost per lead is high, that might mean something about your landing page isn’t consistent with your ad. Use the data to troubleshoot your campaign. Remember: Become a student of Facebook ads! Research the strategy that works for you, and don’t be afraid to dive in and take some risks for your list-building efforts. Now is the time.

Shalene Massie is the founder of Rhythm of Birth and Postpartum Journey. She is a doula as well as a birth and postpartum educator. And, she personally gave me fabulous tips for my own delivery and postpartum time surrounding the birth of my baby boy! Today we’ll be chatting about how she grew her online business using Facebook ads. Listen Now 00:45 - A Passion is Born   Shalene got started in the birth world when she was living in South Sudan, Africa with her family. She found out she was pregnant and thought, “You know, so many women give birth without the option of medical care. I want to experience birth in a primitive culture.” When she came back to the States, she knew she wanted to hire a doula to assist in her birth. Living in a new culture also made Shalene want to learn as much about birth as she could. She knew she might be called on if someone was in labor - in South Sudan, it’s all hands on deck - and wanted to be as prepared as possible. Unfortunately, she, her husband, and daughter had to evacuate South Sudan due to warfare. But on the plane back, Shalene knew she could carry that passion with her. She knew it was time to start her doula training. Shalene’s family moved back to the states in 2012, and she jumped right in. To date she has attended about 114 births and has been teaching for five years. 2:55 - In-Person Business to Online Business One of Shalene’s greatest business successes is that from the time she started, she’s been able to stay constantly busy with her in-person doula clients and classes. Her doula training process lasted three years, and after that time she needed to decide how to grow her practice. Shalene was at capacity with her in-person clients, so she turned to the online world. Shalene says she actually started backwards. Though she teaches birth classes, she started an online postpartum class. There is a huge gap of information related to the postpartum period, and her class grew like wild! 4:24 - Shalene’s Facebook Ads Strategy A popular way to use Facebook ads is to get new webinar sign ups, which also builds an email list. Shalene did just that for her postpartum class. About four to five months ago, she ran Facebook ads to a webinar signup page. Shalene had a videographer help her create a video ad that she felt was powerful and this really increased the number of people who signed up for her webinar. She was pleased with how the ads were working. Shalene is a student of our FB Brilliance course, and says she learned a TON of information in that course to guide her ad development and lead generation strategy. (Side note: Shalene says that since FB Brilliance, she’s become very geeky when she looks at other websites, wondering, “Are they using Facebook pixels!? Are they targeting me?!” You’ll have to listen to this episode for a great business idea Shalene and I cooked up!) And just a reminder, statistics say only 6% of businesses on Facebook are currently using ads. There’s a huge opportunity out there! 6:54 - Shalene’s Successful Facebook Ad Let’s dive right into Shalene’s ad to see why it was so successful. Ad Copy: Hello pregnant mama! Join a free, live, postpartum planning webinar. (She gets right to the point and says ‘this is who I’m talking to’. That’s one thing that’s so important with ads! Talk ONLY to your ideal customer. Ok, back to the ad!) “In preparing for baby, I spent so much time thinking about the birth that it’s easy to forget about the weeks of change after baby comes home. If you’re expecting, sign up for this webinar pronto! - New Mama” (Confession: that new mama was me!) In this webinar, you’ll learn 5 ways to begin planning for your postpartum transition and life after your baby is born, a secret myth about postpartum, how to feel at peace and minimize the risk of postpartum depression, and 5 things you’ll be so glad to know postpartum. Plus, get a fun, free gift at the end of the webinar. If you can’t make the webinar live, sign up to get the reply sent to your inbox. Click this link to join a tribe of mamas for postpartum planning: (LINK) (There are so many killer strategies Shalene uses in this ad: bolding important words, incentivizing viewers to stay til the end, and adding a sense of mystery.) Headline: Free, live postpartum webinar. And then she has her bit.ly link, and the fabulous video she created along with her videographer. 10:35 - Stats for Shalene’s Ad Shalene has 64 likes, a few hearts, 23 shares, and 8,200 views on this particular video ad. These stats are really solid! Trust me, even ads I run to 100,000 people don’t always get that amount of sharing! If you’re outside of the business space, sometimes you really do have an advantage. People don’t share business webinars with their friend! But if they have a pregnant friend, they’ll share a great free class with them in their feed. 11:42 - Shalene’s Video Ad Shalene’s video opens up with soft, lovely, music and a full-screen logo for her brand, Postpartum Journey. She cuts to scenes of women caring for their newborns, and then text throughout, “Anxious about the postpartum transition…and caring for your baby? Feeling overwhelmed? 50%-80% of new mothers experience some form of anxiety or depression during the postpartum period, and many women find it hard to immediately bond and connect with their newborn.” (That stat REALLY hits the pain point of her ideal customer, doesn’t it!? If someone was on the fence, she’s really reminding them that they need to take time for her class.) And then we see the face of a new mother against a white background. She says, “You’re stronger than you think you are, and more equipped for this than you realize.” And another mother saying, “You can do this. You are so much stronger than you realize. And you’re beautiful, too. The beauty comes from that strength.” Then text on top of a lovely scene of Shalene helping a new mother, “Confidence and guidance in caring for your baby.” Then cut to a mother giving her new baby a bath with a caption that says, “Peace of mind...” followed by more scenes of mothers and newborns, “as you care for your baby, and enjoy your postpartum experience.” Then a shot of a hand tracing an outline, “Preparing your heart.” We see a mother from earlier in the video telling viewers, “Be gentle with yourself.” Then we see Shalene’s lovely face with these words, “You are beautiful and you are strong.” Then a text slide outlining the details of Shalene’s class: Postpartum Plan Nutrition Setting Up Nursery Baby Basics Placenta Encapsulation Stories Encouragement Family Preparation Newborn Care Procedures Postpartum Depression Infant Sleep Consulting Healing and Strengthening after Pregnancy Babymoon Returning to Work Followed by another text slide which reads, “This program is a great way to begin your preparation and learn ways to practically, emotionally, and mentally to prepare for the postpartum transition.” Visit courses.postartumjourney.com to register. WOW!  This is a jam-packed video that really conveys the value of what Shelene offers! 13:50 - Creating a Video Ad on a Budget I was so impressed with Shalene’s video, I just had to know how she created it. “It was an exciting endeavour!” she says. Shalene’s videographer worked for Virginia Tech, and lived close to her. Turns out, his wife was pregnant, so they traded services! He also taught her a lot about video editing, so she had skills she could take with her for future business videos. Shalene turned to former clients to act as the stars of her video. And we love her strategy for getting the most out of the videos she recorded. During one longer video shoot she recorded a ‘10 Baby Basics’ videos. She ultimately included this content in one of her courses (genius!) Along with recording the ‘10 Baby Basics’ video, Shalene asked about 10-12 women to come into her makeshift home studio and asked them to record words of validation or encouragement for other mothers. A few scenes of the mothers giving encouragement, as well as clips from her ‘Baby Basics’ footage, made the final cut for Shalene’s video ad. (And you can bet a beautiful montage of those moms made it into her online course!) So to recap, Shalene used several brilliant strategies to create her video ad: Trading services. This way, everyone can let their skills shine and get what they need - it’s brilliant. Thinking ahead to repurposing content. Shalene created course videos by using these generous ladies and their babies, but also took bits and pieces of those videos to create an ad. Something we didn’t mention earlier: Shalene got photo and video release forms signed by all participating clients. 18:11 - Shalene’s Crazy Good Cost Per Lead I love talking numbers, so let’s get to it. (And if you’re on the fence about video ads, this will be the kicker to convince you!) Shalene received 354 webinar signups from a cold audience, which means these were brand new people who had never heard of Shalene or her classes before. She got each of those leads for an average cost per lead of $1.38. These are fabulous stats, guys. And this was the very first ad Shalene ran! Another thing to point out:  Sometimes the number of leads you get can increase over the following week or so. Even with the campaign off you can get a few more along the way from people sharing the post or tagging their friends. Pretty cool! 20:40 - Targeting Audiences Let’s dive into the audiences Shalene targeted for her ads.   BabyCenter is an app and website for new and expecting parents. Shalene targeted fans and people with an “interest” in this website. Note:  When you target a particular website interest on Facebook, you’re not just reaching everyone who ever liked that Facebook page, Facebook is so genius they’ll be sure to show your ad to people who have also visited that website very recently too. Other interests Shalene targeted: the book What to Expect When You’re Expecting, and the general interest of ‘Natural Childbirth’. Another brilliant move by Shalene:  She created a webinar lookalike audience. To quickly define, a webinar lookalike is a Facebook audience created by users who look similar to your webinar attendees. You can create one by uploading your list of webinar signups in the audiences section of Power Editor. Surprisingly though, Shalene’s webinar lookalike didn’t generate leads! She reached about 663 people but had no signups. Like any smart business owner, Shalene quickly pivoted her strategy, turned off that ad set, and focused on ad sets that were generating affordable leads. A quick note if you’re discouraged that you don’t have a big enough audience to create an effective lookalike, don’t despair! You can create a strong lookalike audience by creating a lookalike of your customers. This audience can be small but mighty ecause you already know those people are interested in your products and not just freebie seekers. And chances are, people similar to them will also be interested in purchasing from you too! Shalene also targeted the online app and community The Bump. And an especially brilliant ad set that she created with the help of a friend:  Her friend suggested to target people looking at psychological-based material on Facebook, and add in the filter of pregnancy. This is so smart because Shalene’s course is largely geared toward moms wanting to avoid postpartum depression and other psychological complications after birth. Such a smart strategy! Finally, Shalene created a super broad audience to target of pregnant women. She then narrowed this audience to: Women living in the United States Ages 24-35 Who make at least $50K per year Then Shalene excluded people matching one of the following criteria: Already had children New parents Parents with toddlers Parents with preschoolers Parents with adult children She did this to reach women who were expecting a baby for the very first time, but hadn’t had that baby just yet. Even with this narrowed audience, Shalene’s potential reach was 3.4 million people! Bottom line, your business shouldn’t have any trouble finding audiences to target! The sky is the limit when it comes to who you can reach on Facebook (and why shouldn’t it be with more than 2 billion active monthly users?!) 28:20 - How did the Audience Targeting Go? As we mentioned previously, Shalene’s lookalike audience did not produce any leads. From the leads she did receive, Shalene paid anywhere from $1.26 per lead at her lowest (from The Bump US ad set) up to $4.66 per lead (from Natural Childbirth General Interest). This range does have a huge variation, but it’s actually very good! Shalene’s ad and copy are very compelling. It’s easy for a new Facebook advertiser to try 5 different ad sets, but maybe none of them work. And it’s not that the ad itself isn’t good, it’s just that some audiences don’t respond. One of the biggest factors that will determine your success with Facebook ads is your ability to continue testing new audiences to find the biggest winners! For future ads, Shalene asked her current clients what top apps or pages they follow, and will target those audiences. SO smart! 31:22 - Setting an Ads Budget Shalene’s ads started on just $5 per day for each ad set. (To refresh:  Each audience she targeted hangs out in its own ad set) and she increased her ad set budget from there as her ads performed well. Once Shalene identified those top ad sets, she came up with a budget that felt comfortable to her and stuck with it. Drawing in attendees to her webinar through ads worked well, but Shalene learned an important nuance to her ads strategy:  She set her campaign too far in advice for the webinar in hopes of getting more attendees. Shalene discovered that she needed to narrow the time frame between sign up and webinar. To prove the point, her very first webinar had 100 signups and 20 live viewers. The next webinar, with the longer lead time, had 300 signups but only 10 live viewers. With a longer time span between signup and webinar date, people were more likely to forget about her class! A valuable lesson learned. Shalene says she’ll only do a 7-10 day window for future webinar ads. (Just a side note here:  Even a year ago it was easier to get live viewers to my webinars! The online business world is constantly changing and competing for people’s time and attention continues to get more difficult, but being committed to experiment and adjust as needed will help you to succeed.) 33:35 - A BIG Lesson Learned While Shalene’s ads were on point, she didn’t see the sales numbers she was hoping for after her webinars. The reason? Her site wasn’t truly optimized for conversions. Shalene didn’t have a video about her or her courses on any of the pages. So while she got a decent amount of traffic, people didn’t buy because they didn’t know enough about Shalene. In the last 6 months she’s really taken the lead on strengthening her business in this area! She recorded a ton of sales, welcome, and thank you videos. Now, Shalene’s site is much more inviting to potential customers. (At BBM, we are constantly tweaking our site and our pre and post webinar sequences. There is so much to that! It’s a conscious and continuous process.) Simply put, there’s more to the sale than a Facebook ad to get an email subscriber. Of the people who attended Shalene’s webinar, she had a 10% conversion rate. That’s truly a fabulous rate! But now she’s got to work on getting people to show up live and tightening up her site for even more sales. 37:30 - How Shalene Serves Clients and Her Family Well One of the best decisions Shalene ever made was to hire a nanny. Having a nanny on retainer is THE reason Shalene says she can meet clients during the day, and live an on-call lifestyle. She used to pray and be on pins and needles that her clients would deliver in the evenings when her husband got home. And now, she doesn’t worry a bit! Shalene did increase her fees to account for this expense, but she thinks it’s an absolute necessity for Mamapreneurs, particularly if you’re serving clients. Add this expense into your business budget for peace of mind. 39:50 - Plans for New Ad Campaigns? I seriously can’t wait to see how Shalene’s next Facebook Ad Campaign goes when she tweaks her entire sales system! She says she may not use a webinar as a freebie, but has a huge library of resources to offer via Facebook ads. She’s working with a business coach this month to answer those very questions. We are so excited for Shalene’s testing of sales funnels. (We’re also testing new funnels constantly!) We can’t wait to see how her growth mindset, continuous testing, and heart for pregnant and new Moms helps her to scale her business over the next year! 42:10 - Shalene’s Adorable Mom Moment It means so much to Shalene that her husband and daughters really support what she does. Especially with the crazy, on-call life of a doula. In fact, her family was so supportive they hustled to get her to a Christmas Day birth! You’ll have to tune in to hear how this whirlwind story turns out. Connect with Shalene PostpartumJourney.com 15% OFF Discount Code: BrilliantPP A Free Labor Land Guide: bit.ly/laborprep

Whether you’re just starting out or you’ve dabbled with running a Facebook ads campaign, I want you locked into this jam-packed two-part episode of the Online Marketing Made Easy podcast. My good friend Rick Mulready, who knows Facebook ads better than anyone I know, helps me cover everything you need to know to get your Facebook ads off the ground. PART ONE Have a strategy. One of the biggest reasons entrepreneurs lose faith is because they put a bunch of money into ads without a plan, and then get disappointed when there are no returns. Rick has a lot of great advice here, including why working backward from your end goal is the ultimate way to set yourself up for success. We also explore questions like: How do I convert Facebook fans into email subscribers? What’s the key to attracting paying customers? Can I build my list using Facebook ads, even if I don’t have anything to sell? Target, target, target. You’ve got to get specific on your audience. This is one of the biggest advantages of using Facebook ads, and I want you to spend some time here. For example, if you’re a personal trainer, go beyond simply targeting people who exercise and target audiences that fit specifically within your areas of expertise or certain specific interests. You can do so much more to refine your audience by looking at where they shop, what brands they like, how they exercise and more. One of my favorite tools within Facebook Ads is Audience Insights because it allows you to educate yourself on the characteristics of your audience, based on people who already like your page. By doing this, you can better cater to the needs of existing customers and scale your business by targeting new potential customers with similar characteristics. (Check out my video below on how I use it in my business!) Also, don’t miss Rick’s breakdown on how Facebook wants you to target. One thing we all know for sure is the more you do things Facebook’s way, the more the social media giant will like and reward you. In part two, we get into the ins and outs of the Power Editor and what metrics you should be paying attention to. Don’t forget to check out the links below to other podcasts Rick and I have done on Facebook ads. Let’s get back to basics.  

Cody is an accomplished and Innovative Digital Marketer with a career history of architecting automated digital sales environments, building creative business teams, and launching products globally. Cody founded his first business in the digital payment processing industry helping pioneer the electronic check industry at the age of 22.As a serial entrepreneur, Cody is the founder/CEO of Bucks of America (Bucksof.com) an outdoor lifestyle apparel brand for the North American hunting and fishing community. In 2014, Cody launched Facebook's Ad Platform, Power Editor, as Director of Paid Social for Fortune 500 Brand, Target Corporation. In 2015, Cody became a Certified Premier Google Partner, after managing multi-million dollar PPC campaigns for many of the United States largest retailers. In 2016, Cody became a Shopify Partner and was elected to the CenFlo board of directors for young entrepreneurs which includes 9 other top Florida entrepreneurs under 30.Cody has managed and built multiple Clickfunnel 2-Comma Club award winners as a part of Market Traders Institute, Quantum Media, and Carbon Klean.Learn more about him at codyneer.comSharpen the Hustle with Jesse Millerhttps://businessinnovatorsradio.com/sharpen-the-hustle/

Cody is an accomplished and Innovative Digital Marketer with a career history of architecting automated digital sales environments, building creative business teams, and launching products globally. Cody founded his first business in the digital payment processing industry helping pioneer the electronic check industry at the age of 22.As a serial entrepreneur, Cody is the founder/CEO of Bucks of America (Bucksof.com) an outdoor lifestyle apparel brand for the North American hunting and fishing community. In 2014, Cody launched Facebook's Ad Platform, Power Editor, as Director of Paid Social for Fortune 500 Brand, Target Corporation. In 2015, Cody became a Certified Premier Google Partner, after managing multi-million dollar PPC campaigns for many of the United States largest retailers. In 2016, Cody became a Shopify Partner and was elected to the CenFlo board of directors for young entrepreneurs which includes 9 other top Florida entrepreneurs under 30.Cody has managed and built multiple Clickfunnel 2-Comma Club award winners as a part of Market Traders Institute, Quantum Media, and Carbon Klean.Learn more about him at codyneer.comSharpen the Hustle with Jesse Millerhttps://businessinnovatorsradio.com/sharpen-the-hustle/

Have you written off Facebook or Instagram ads as “just not for you”? I want to encourage you to take a look at ads with fresh eyes this month as we explore how many different types of Mamapreneurs are using them to build their businesses. You’ll hear from Etsy sellers, designers and membership site owners, bloggers and eBook writers, and course creators. All of them are scrappy Mamapreneurs working with tight budgets - just like you! And all of them are finding success with Facebook and Instagram ads. On this episode, we’ll hear from Melissa Kaiserman, who’s using Facebook and Instagram ads to bring in more sales for her Handmade Cash Envelope Organizers. Melissa sells an affordably-priced product, and she’s able to bring in brand new people to her shop and make profitable sales. Press play on the podcast player below to learn how you can make sales using ads too! Listen Now If you've been around Brilliant Business Moms for long, you probably know Melissa Kaiserman. She’s basically an honorary team member of Brilliant Business Moms and an active member of our Facebook group -- always ready to answer questions and help people out. It’s been way too long since we had her on the show and we're so glad she's here today. (Three years, can you believe it!?) Melissa is the Etsy shop owner of A Time for Everything, where she sells amazing cash wallet systems for adults and kids. She’s also the founder of Makery Space, an online business providing practical help for Etsy Sellers. Follow her on Facebook to watch her wonderful weekly show, Etsy + 1. She’s a total pro when it comes to selling on Etsy successfully. Since most of you know Melissa already, let’s dive right in. 1:20 - Using Facebook Ads in Her Business Melissa enrolled in FB Brilliance but had a slow start to actually running her own ads. Her fear of getting something wrong, and hesitancy to do the work knowing it would require tweaking, stopped her for several months. But in the summer of 2016, she decided to dive in. The very first campaign she ran, she targeted interests that she thought would be a good match for her product. She knew people who followed organizational blogs would be her ideal target market. Interestingly, not as many budget-conscious folks who follow Dave Ramsey or frugal blogs buy her products, since they’re not big spenders. Melissa’s campaign targeting organizational groups did okay, giving her a cost per click in the $0.20 range. Then she decided to do a lookalike audience of her email list. She had been building her list for a while with content centered around living on a budget and, naturally, her blog matched her shop well. Once she targeted a lookalike audience, Melissa’s cost per click went down to $0.08! “This is a lot smarter way to target my ad set!” she thought, rather than focusing on a general interest. Finding that perfect combination is all part of the learning process. And thanks to Melissa’s commitment to test and not give up, one of her biggest wins was right ahead. She decided to do a Christmas campaign and then she decided she would use her customers as a lookalike audience. She downloaded her orders from Etsy and uploaded the customers to Facebook and Facebook was then able to create a lookalike audience. This audience was even more targeted than an email list since it was created from the emails of actual purchasers. Her cost per click in that campaign was around $0.04! And to cold traffic! You guys, that’s crazy! 4:00 - Defining a Lookalike Audience Let’s stop for a moment and define what a lookalike audience is, for those who may not know. To build a lookalike audience, you give Facebook a piece of data, for example, Melissa’s customer list, and what Facebook does is take the people you have and go find you about a million other people on Facebook who are really similar to that initial bunch. Then, Facebook shows your ad to those similar people. You can see why lookalike audiences are so powerful! 4:50 - Womp, Womp. A Few Bummers! With Etsy, you can’t directly track how people get to your shop. (Although, following our advice, she sent people to a page on her blog and then redirected to her Etsy shop.) However, Melissa could see her shop sales and traffic increase during the time frame her ads ran, and she realized “here absolutely was a correlation, even though she couldn’t pinpoint one for one.” Another slight bummer, Melissa noticed her cost per click did go back up after the first of the year. It was hard to get back to that $0.04 to $0.08 cost per click range. Her current campaign averages $0.09 per click. Also using lookalike audiences, Melissa ran another set in the Spring that received about $0.12 a click. But still, Melissa is happy with the performance of her lookalike audiences! Facebook knows what it’s doing! 6:58 - Melissa's Successful Ads Let’s dive in and look at some of the successful ads Melissa ran to drive traffic to her site at an amazing rate. In this slideshow video ad, Melissa focused on her bread-and-butter cash wallet system. She showed a selection of those wallets in the slideshow. Her content appealed to the concept: “Are you trying to find the right envelope in your purse, but it’s a mess? Try something that’s pretty and will last for years!” For those listening, we’ll describe the ad below. Ad: During the ad she shows the cash envelope at different angles, and at the end, she uses the tagline, “Find the beauty in budgeting.” Body: Does living on a cash budget have you rummaging in your purse at the register for the right, beat-up, paper envelope? Find the beauty in budgeting with this handmade, laminated, cotton envelope system wallet that’s lovely, durable, and will last for years. Headline: Organize your budget with a cash envelope system wallet. Coupon Code: For Free US Shipping, Use the Code: FACEBOOK (But Melissa tells us that only one person has ever redeemed that coupon code! Isn’t that interesting!?) 9:38 - What Program did Melissa Use to Make a Video Ad? Melissa just used the native slideshow creator within Power Editor. That’s how easy it is to make an ad! Have fabulous product photos, upload them to Facebook, and let them do the heavy lifting for you. 10:08 - What Sales can She Attribute to Her Ad? The only time she ever tried to figure a sales percent increase was from her ad campaign from last August. During that time period, she saw a 63% increase in sales from the same time frame a year prior. Summer can be pretty slow for Etsy shops unless the shop is seasonally focused. What a great strategy to run ads to create sales during a slow time! The ad ran for just 5 days and had tremendous success. Moody Sisters Skincare also used ads to overcome their summer slump, resulting in their best month ever! To go from a very slow month to the best is pretty cool! You really can get started at $5 a day. 12:30 - ROI I know these questions are a bit theoretical, but I love asking them! Even if you can’t use the Facebook pixel on Etsy, you can still do detective work and see how it’s helping your shop. Especially if you're getting affordable clicks like Melissa! So, doing guesswork while looking at her Etsy sales, Melissa compared the difference in sales from the same time period in previous years. That’s where she came up with that 63% increase we mentioned earlier. Her return on investment was 5 times what she spent on ads, which was $50. And, half of her ad sets were the organizing interest sets that weren’t as effective. The other half was her highly effective lookalike audience. Because this particular ad was so effective, Melissa has kept the same ad and changed the copy a bit as needed. For example, at Christmas, she might mention how her wallets are a great gift. She also changed her coupon to be more versatile and simple. Melissa now uses the same ad and ad set repeatedly and just runs it when she wants some more affordable traffic with targeted potential customers. Can you see why ads are so fun!? Melissa has received some criticism for not spending money on promoted listings. In general, her Etsy relevancy has always been pretty good and she shows up in search. For Melissa, why would she spend all her ad budget to get people already on Etsy to her shop? It’s more worthwhile to find people who haven’t gotten there yet and send them over. 15:56 - Pattern by Etsy and the Facebook Pixel I wanted to talk some about Pattern, Etsy’s new selling platform, and the Facebook pixel. Melissa has the scoop! She recently started a free trial of Pattern. In the beginning, she wanted to try out Pattern but didn’t see great benefits right away. At this point, the platform has gone through a few iterations, and Melissa can see the benefits. Someone who can’t manage inventory or shipping for more than one shop would probably enjoy Pattern. You can send people to a domain without the distraction of Etsy. It’s your own space, in a way, but still connected to Etsy. Everything from inventory to orders to shipping is managed in one spot. As of this recording, it is possible to install the Facebook pixel on Pattern. You can’t do the standard event code, but you can use your Pixel ID code. Pattern also allows for Google Analytics tracking, which is a huge advantage! If you have a Pattern shop, you could send people there directly and not to Etsy through a redirect, giving you a clearer picture of what’s happening. Plus, you can get back in front of those who haven’t bought yet with retargeting ads! 18:29 - The Etsy Scoop Melissa is our Go-To Etsy Expert! We had to get her take on what’s new at Etsy.   “The main thing right now is that there’s a ton of testing and experimenting happening,” she says. Melissa cites tons of changes coming from Etsy since about February of this year, including: A New Shop Manager New Stats Yes Checkout even a CEO Turnover! Through all the testing, Melissa’s best advice is to be patient and hang in there. Don’t panic and don’t go changing a bunch of things. Often Melissa says she’ll see something tested and then hear people making definitive statements about a change Etsy made. Don’t panic over theories! Keep doing what you're doing that’s working well. Sometimes you can make small changes, but don’t stress about them. For instance, Attributes is a new factor Etsy added that affects relevancy. This feature is actively being tested and constantly changes. They haven’t made any permanent changes, but you can choose attributes that might naturally fit the listing. Don’t stress! This is exactly the kind of stuff she addresses in her Etsy + 1 show... it’s on Thursdays at noon Pacific. She addresses Etsy changes, her thoughts about it, and practical applications. Like Makery Space on Facebook to catch the show. (Isn’t Melissa totally an encyclopedia of information!?) 23:16 - Melissa’s Adorable Mom Moment Right before recording, Melissa had a funny moment! Turns out that one of her teenagers with YouTube ambitions had swiped her recording equipment, and Melissa was scrambling to find the pieces before our interview!

On today’s episode of The Art of Paid Traffic podcast, I dive into: How to Set Up Your Facebook Ads For Success -- June 2017 edition.My goal with this episode is to give you a roadmap for navigating your Facebook ads set up in Power Editor so that you’re giving yourself as much chance as possible to succeed out of the gates.This is a step-by-step walkthrough including... What work you’ll want to do before even setting up your ads. Which options to be testing at the Ad Set and Ads levels -- including what to be optimizing for, which Placements options to choose, budget, targeting, etc… We’ll also discuss how to integrate split testing into your setup. In addition, you’ll also learn:  Why you must be clear about who you want to attract with your Facebook ads and why you should be segmenting audiences How creating one blanket ad to everyone that you are targeting won’t lead to success with your Facebook marketing What effect Facebook’s frequently changing ad policies will have on your copy Tips for coming up with your ad targeting strategy BEFORE getting started with your campaigns Landing pages, pixels, and more... Since this is a very “visual” episode, I’ve put together a PDF roadmap for you that outlines step-by-step everything you’re going to learn today, which you can download either by texting ‘AOPT143’ to 44222 OR visiting the show notes page at http://rickmulready.com/143.

Do you know who’s visited your website in the last 24 hours? What about who visited your most recent blog post but while visiting your site did not sign up to get your latest freebie? Do you know who’s watching just for the first few minutes of your latest Facebook video but then moving on to something else? Welcome to Facebook Pixel Optimization. Don’t be nervous! We’re going to ease into all you need to know with my Facebook ad guru Rick Mulready, who can break down the Power Editor like Stephen Hawking does the universe. These are the questions Rick and I tackle in this episode: What is the Facebook pixel? What does it do?  (Yes, a few fundamentals just in case you are new to this environment!) How do I set it up? When do I use it? What are event codes? How does it measure efficiency? Where can I see the data? What’s the difference between a Facebook account pixel and a conversion pixel? Why do I have to put the pixel on specific web pages when it’s already on my website? How is the pixel related to retargeting? Why do my Facebook conversion stats differ a lot from my LeadPages notifications for the same campaign? What are the essentials for running an effective retargeting ad campaign? How can I use retargeting for people who watch my Facebook Live videos? After someone views a blog post with the pixel, how long do I have to retarget them? Phew. That’s a lot, right? And that’s not all! Download Rick’s article, “The Complete Guide to the Facebook Ads Pixel,” and you will become a pixel master in no time.

Esta semana tenemos con nosotros a Maite López, especialista en Facebook Ads. Ayuda a profesionales del marketing y agencias de publicidad a mejorar sus habilidades en Facebook Ads para hacer campañas más rentables. Facebook Ads 1.- Cuéntanos quién eres y qué te llevo a especializarte en Facebook Ads. 2.- La importancia del cliente ideal o público objetivo para generar campañas rentables en Facebook Ads. El primer paso es saber a quien nos dirigimos. 3.- Facebook Ads como la mejor herramienta para llegar a nuestro público objetivo. 4.- Puedes tener el mejor producto, servicio, infoproducto que si no lo muestras a tu público acabarás cerrando. 5.- El SEO, redes sociales, blogs etc., son lentas para darnos visibilidad. Para darle tracción a nuestro negocio tenemos que invertir en publicidad en redes sociales como Facebook. 6.- Muchos tienen prejuicios y piensan que la publicidad online y en particular en Facebook Ads, no funciona y es cara. 7.- Para empezar con publicidad en Facebook primero necesitamos una página de fans. 8.- El alcance orgánico de Facebook está en torno al 10-15% de tus fans con lo que necesitamos hacer publicidad si queremos llegar al resto. 9.- Diferencias entre Facebook Ads, Google AdWords, Twitter Ads. 10.- Significados de CPC, CPM, CA. 11.- Las redes sociales no son para vender excepto que seas una gran marca, entonces qué estrategia usamos para anunciarnos. 12.- El fin es la venta en Facebook pero hay que tener claros los objetivos para empezar a anunciarnos. 13.- Qué objetivos tenemos disponibles en Facebook Ads y cuándo utilizarlos. 14.- Creación de públicos en Facebook Ads. 15.- Los primeros anuncios a mostrar es a nuestro público: fans, los que visitaron nuestra web, a nuestra lista de correo. 16.- La potencia de Facebook Ads y el email marketing. 17.- Cómo está funcionando Lead Ads. 18.- Creación de campañas, grupos de anuncios y anuncios con la herramienta Power Editor. 19.- Crear 2-3 anuncios y ponerlos a competir entre sí es una buena práctica y así ver cual funciona mejor. 20.- Qué es el pixel de Facebook y por qué tenemos que instalarlo lo antes posible, aunque de momento no pensemos en hacer campañas de Facebook. 21.- Qué es el remarketing y cómo sacarle partido en nuestra estrategia de Facebook Ads. 22.- Cuánto invertir en los inicios en publicidad en Facebook. http://josemiguelgarcia.net/facebook

On today’s episode, we’re talking all about Facebook ad “Objectives”. Specifically… What’s the difference between each ad Objective Which one to choose How to use them What they mean in your Facebook ad campaign And, some exceptions you might want to make when it comes to choosing your ad Objective. I covered Facebook ad Objectives back on episode 110, but I still get a ton of questions every week about this topic AND the Objectives have changed and consolidated since then. So we’re gonna dive head first into it all today… New Facebook Ads Feature! Facebook is gradually rolling out brand new feature and it’s very relevant to what we’re talking about on today’s episode, with better understanding Objectives. You know how when you launch a Facebook ad campaign with the ‘Conversions’ Objective and you’ve selected the conversion you want to optimize for at the Ad Set level? Well, if your Ad Set isn’t getting many conversions right after it starts running, delivery of that ad might be limited.   The reason for that is because your pixel isn’t getting enough data to learn who is converting on your ads.  Remember, when you’re Objective is conversions, the pixel needs 15-25 conversions per week -- enough data to begin “learning” who is converting. Now, with this new feature, you’re going to have the option to improve delivery. You’ll be able to allow an Ad Set to temporarily “fall back” to optimizing for clicks (remember our Objective here is ‘Conversions’ and thus we’re optimizing for a specific conversion like opt-ins or registrations), IF Facebook doesn't have enough conversion data to optimize for the conversion on the Facebook pixel that the Ad Set is being optimized for. Delivery will then be boosted by optimizing for link clicks in the initial stages of the Ad Set IF the Ad Set is under-delivering. With this new feature, you’ll have two options to choose from: Standard: This option sets a strict end point for when Facebook will stop optimizing for link clicks -- after 15-25 conversions, 1,000 link clicks or 7 days (whichever comes first). From then on, the Facebook will only optimize for conversions - even if that means Facebook can't find enough conversions for you and the Ad Set stops delivering before the budget is spent. OR Extended: This option optimizes for link clicks and conversions until the Ad Set captures 15-25 conversions or the budget is spent. If the Ad Set doesn’t capture 15-25 conversions, the full budget may be spent on many link clicks and few conversions. Soooo, be on the lookout in your Power Editor and Ads Manager.   This is pretty cool stuff and I’m excited about this new feature! Facebook Ad Objectives As you can see from the above image, the Objectives are broken into 3 sections: Awareness: Objectives that generate interest in your product or service. Consideration: Objectives that get people to start thinking about your business and look for more information about it. Conversions: Objectives that encourage people interested in your business to purchase or use your product or service. These are the 3 phases of a sales funnel. So what is each one do?  Let’s have a look... Brand awareness: Increase awareness for your brand by reaching people who are more likely to be interested in it.  Facebook has this data from all the tons of brand campaigns that have been run, and they’ve analyzed that the longer someone spends with an ad, the more likely they are to remember it. Reach: Show your ad to the maximum number of people in your audience. Traffic: When your goal is to get people to click on your ad and go to your landing page, website, app, etc… Engagement: Get more post engagements, Page likes, event responses or offer claims. App installs: Send people to an app store where they can download your app. Video views:Get more people to view your video content.  This is like awareness but using video. Lead Generation: This is Facebook’s Lead Ad -- when you want to get leads from people interested in your brand or business.  NOTE: I highly recommend using a 3rd party tool like Zapier or SyncSumo to automatically bring the leads from Facebook into your email CRM. Conversions: When your goal is to get people to convert on your landing page (opt-in, sale, etc…)  NOTE: I wouldn’t use this for high-priced products/services. Product Catalog Sales: Create ads that automatically show products from your product catalog based on your target audience. Store Visits:Promote multiple brick-and-mortar business locations to people who are nearby. When to Use Each Facebook Ad Objective First and foremost, use the Objective that most aligns with your goal.   This is exactly why you need to do the upfront work of being crystal clear on WHY you’re running your Facebook ads -- what’s your goal? And unfortunately, as critical as this step is, this is the work that most people don’t want to do.  Back in episode 109, The Critical Work Needed for Successful Facebook Ads, I talk all about this. When you’re clear on what the goal of your campaign is, you can select the Objective that aligns with it. Here are some examples: If your goal is to get people to opt-in for a free download or register for a webinar or event, I’d go with Conversions. You could also test Lead Ads, but again, make sure you’re using a 3rd party tool to ensure those leads are automatically getting sent from FB into your email CRM. If your goal is to send people to a piece of content so you can build an audience that you can then retarget to, your Objective in the initial campaign would be Traffic and then in the retargeting campaign, it would be Conversions. If you’re running a video ad with the intention of building engagement audiences so you can retarget viewers of your video with an offer, I’d still recommend going with the Objective that aligns with wherever you’re sending traffic, like to an opt-in/registration (Conversions) or a piece of content (Traffic). But you also might want to test Video Views as your Objective since your real intention is to build those engagement audiences so you can retarget. Exceptions When Choosing Your Facebook Ad Objective There are always exceptions and different things to test when it comes to choosing your Objective. For example, if you’re a local business and you’re simply trying to reach as many people as possible in your small market, even though you might be trying to get people to download a coupon or special offer, you might want to try the “Reach” Objective because that sets you up to reach as many people as possible. Or, if you’re retargeting a small yet targeted audience, you also might want to use Reach as your Objective for the same reason -- you want to get your ad in front of as many of those people as possible. Another exception might be where you’re sending traffic to a sales page and you’re selling a higher priced product or service.   Even though your goal IS to have people buy/convert, I’d recommend using traffic as your Objective.   This is because when you’re using the Conversions Objective, you need to tell Facebook what conversion you want to optimize for.   Remember that when we use the Conversions Objective, the Facebook pixel is used to track conversions. The pixel is optimizing (meaning, it’s learning and getting smarter) the more conversions you get so that it can find you more of those people who are converting. If you’re sending people from your ad directly to a higher priced product or service, you’re likely not going to have a high percentage of those people converting.   Thus, go with Traffic as your Objective to simply drive people to your page. How Your Facebook Ad Objective Affects Optimization & Delivery At the Ad Set level you have the Optimization & Delivery section. The default settings here are affected by the Objective that you choose. For example, if your Objective is Conversions, you’ll notice that the Optimization for Ad Delivery field defaults to Conversions. Likewise, when you’ve chosen Traffic as your Objective, the default will be link clicks (see the image above). I recommend going with the default which is what we normally do in my business, like optimize for conversions.   When you go with the default settings, you’re letting Facebook’s algorithm, which has gotten very advanced and much smarter, do the work for you.   It’s actually this optimization option, in conjunction with your Objective, that tells Facebook what to value when showing your ad to your target audience. The bottom line is Facebook’s algorithm is set up to help you get the results you want for the lowest cost.  After all, when you have success, what are you going to do?  You’ll spend more money!    The key here is to always be testing to see where you get the best results.   Brand New 12-Month Coaching Program! I’m super pumped to announce a brand new coaching program that I’ve put together, called ADvantage Plus. ADvantage Plus is an application-only 12 month coaching program which begins this July (2017) and it includes the following: 1 Group Video coaching call with me each month (we’ll do this face-to-face on Zoom) A bonus Group coaching call each month with a subject matter expert 2 two-day group Live Events in San Diego with me A Ticket to attend both of my FBA Live workshops which are multi-day teaching and hands-on implementation And a Private Facebook Group community ADvantage Plus is for you if you’re looking for an accelerated path in growing your business and you think accountability, community and support will be helpful to you. Like I mentioned, this is an application-only coaching program so if you’d like to learn more and apply, just visit: rickmulready.com/plus

Nick Kusmich is an absolute genius at Facebook advertising. He knows the ins and outs of Facebook ads and campaigns, and puts this knowledge to work to get his clients the best possible results. In this conversation, Nick talks about his new book, Give. He shares several formulas and frameworks that he uses successfully, including the four Ms (message, market, magnet, and mechanism) and SAGE (short, actionable, goal-oriented, and easy). In short, he shares a splash of that secret sauce that he uses to achieve success for himself and his clients. Find Out More About Nick Here: nicholaskusmich.com@nicholaskusmich on FacebookNicholas Kusmich on LinkedIn@nicholaskusmich on Twitter@nicholaskusmich on Instagram In This Episode: [02:04] - Nick has been doing Facebook advertising for as long as he can remember. He explains that he was in the right place at the right time, and talks about what was going on in his life at the time. [05:14] - We learn whether Nick gives his clients inside views of what he’s doing, or whether it’s more behind the curtain. The answer has shifted over time, he reveals. [07:10] - Nick talks about a video that he helped make viral. He then discusses making things go viral in general, and explains what he thinks the components of successfully viral marketing are. [10:45] - What’s the difference between a Facebook ad and a campaign? [13:36] - Nick discusses whether he thinks what he’s doing is enough to go viral, or whether he would need llamas in a pool. He explains the things that people can get from the offers he’s providing with his book Give. [17:15] - We learn what 90 percent below the surface in Facebook campaigns consists of, and what Nick’s four-M formula is. The four Ms are message, market, magnet, and mechanism. [18:46] - The first of the four Ms is “message.” What you say is not as important as how you say it, Nick says, and explains what he means. [20:12] - We move onto the second of the four Ms: market. Nick emphasizes the importance of understanding the difference between mass marketing and micro-marketing. [21:14] - The third of the four Ms is magnet, which Nick discusses here. This is what you can give that provides value to your marketplace. [21:48] - The mechanism, which is the last of the Ms, is the process you put in place to turn a lead into a prospect and a prospect into a client or customer. [23:10] - Does Nick have other frameworks or models that may be valuable to listeners? In response, Nick talks about his SAGE framework, which stands for short, actionable, goal-oriented, and easy. [28:25] - Stephan expands on what Nick has been saying by talking about an article of his discussing how to get verified on social media. [30:13] - What are Nick’s favorite ad types? And are there any types of formats we should know about? [34:06] - Nick addresses the topic of whether we need to worry about any rules. He mentions the 20% text rule, which is that any image cannot have more than 20% of its body filled with text. [35:50]- We learn some of the must-do strategies and tactics surrounding retargeting. Nick offers several methods for using retargeting successfully. [38:48] - Stephan brings up the topic of Facebook Messenger ads, which have been a hot topic lately. Nick then shares his thoughts on this method. [42:15] - Is Nick testing messenger bots? [43:26] - Nick discusses the quality of lookalike audiences, which he says depends on two primary factors. [46:02] - Nick shares how his agency’s pricing strategy works, which he reveals depends on the scenario. [47:01] - We hear Nick’s thoughts on Facebook’s Power Editor versus its Ads Manager. [48:05] - Nick offers a few other questions to ask a Facebook advertising agency to decide whether to work with them. [50:32] - Has Nick ever worked with clients who were banned from Facebook, and been able to get their accounts reinstated? [51:58] - Does Nick have any tips or tricks around Facebook exclusion lists? [53:38] - Nick talks about using the percentage of video watched as a targeting mechanism. [54:30] - You can go to givebook.info to buy your copy of the book Give for just $4 and to get a bonus and a chance to enter a competition. [55:30] - Where can people go to find and engage with Nick? Links and Resources: nicholaskusmich.com@nicholaskusmich on FacebookNicholas Kusmich on LinkedIn@nicholaskusmich on Twitter@nicholaskusmich on InstagramJay Abraham on Marketing SpeakTony RobbinsJoe PolishDollar Beard ClubSeth GodinTaki Moore on Marketing SpeakCharity WaterFacebookpocalypse Traffic & Conversion SummitWar RoomManyChatPower EditorAds ManagerMarty WeintraubInfusionsoftgivebook.info

Facebook ad expert, Rick Mulready, is back to talk about a tremendous new Ad tool that he’s already leveraging to drive major results in his business. If you’re starting to hear more about Facebook Messenger Ads, it’s for good reason. You’re probably one of the billion people who use the Messenger app to chat with family and friends instantaneously every day. But what if an ad popped up from your favorite clothing store and just by clicking it you could ask about one of their new products? Better yet, what if a rep from that store gets back to you immediately. BAM. That’s the beauty of Facebook Messenger ads for your customers. (It’s the first ad type that gets your ideal customer avatar talking with you instantly.) Now for you, this means being able to answer questions or address objections to your programs and courses in real time, like during a launch when you’re trying to close more sales. Today Rick and I go inside why this new format is climbing the charts and how you can take advantage of it right now. In the episode, Rick talks about his experience using Messenger Ads for the first time. Make sure to listen to get all the details about how this ad below performed for him! I’ve also included some screenshots of what the interface looks like when you’re creating the ad inside of The Power Editor. It’s super easy. You can check it out step by step below. Step 1: Go to ads creation in Ads Manager or Power Editor. Step 2: Choose the Traffic objective and complete your Campaign name, adset name, and ad name. Step 3: Under the adset level, select website or messenger. Continue by Choosing your audience, budget and placement. Step 4: At the ad level, Choose the Page you want to connect Step 5: At the ad level, select your image/video and copy. Choose a welcome message. When people click on your ad, they will automatically be directed to Messenger and receive a copy of your ad and the welcome message. *You can select any call-to-action button, in addition to ‘Send Message’. A Messenger icon will appear next to this call-to-action button in the ad. *NOTE: Your ad to open conversations in Messenger won’t appear to people on mobile who don’t have the Messenger app. So ready to tackle a new world of Facebook Messenger ads? Get all the starter details here—and don’t forget to sign up for Rick’s brand new webinar, “How to Create an Automated Facebook Ads System That Gets Leads & Sales Every Day.” I think we all need a bit of that magic!

Today on the podcast I am super excited for a new format that I hope to do regularly, and that is bringing on the entire Brilliant Business Moms Team: Carlee, Victoria and Ellen! Today we’ll be chatting about the FB Brilliance course launch, and not about the numbers like we did last week on my solo episode, but more about what we loved about the launch, what we want to improve, and how we can give our customers a great experience. Listen Now Our Favorite Part Carlee: We all agreed that our absolute favorite part of the launch was this 5-Day series we did on Facebook Live. People could listen to all 5 days, then we gave a task or homework for each day, which they answered in the comments. We complied the answers from everyone who participated in all 5 days, and those women were eligible to win 1 of 3 full scholarships. Victoria: It was fun on our end to compile those answers and get to know more people in our community. I enjoyed watching these highly motivated ladies do the work, seeing what they’re thinking about their business, and watching them do the leg-work to be successful. We only had a limited number of scholarships, but as we read them all we wanted to really honor each one, because we saw that they were acting on what we were teaching! Ellen: I loved this series! There was so much interaction on the videos, and they did so much work! When people couldn’t afford the course, but they got in on a scholarship, they were really motivated to work, which was fantastic to watch. Victoria: It would be great to circle back and see how they are all doing now! Beth Anne: We had the 3 winners, and then about 14 more, out of 40 submissions, who took us up on the 50% off scholarship. It would be fun to see where they’re at now. The FB Live series built a lot of buzz about Facebook Ads. As they took action, they could see how FB Ads would work for their business. You guys know I was really nervous about selling a course for such a high price point ($497!), but the scholarship program mitigated that, as we gave some really smart, motivated women a chance to get in free and rewarded the rest with half off. Carlee: All the hard work they did for homework on the FB Live series--like narrowing down their customer avatar--changed people’s businesses. They were so excited about the homework! Beth Anne: Yes! That goes back to the core of Brilliant Business Moms: You can learn great things and grow your business whether you ever spend money with us or not. You can still get valuable information that you can take action on. Victoria: I also loved watching Beth Anne and Ellen develop the quirky, fun, engaging Facebook Ads you guys came up with. They were so creative, and it was so fun to see Facebook Ads for a course on Facebook Ads! Beth Anne: Yes, and I am so excited for next year, especially as we’ll have some in-person time for the next launch, as I can analyze those ads and come up with more that are fun, engaging, and on brand. I don’t want them to feel like an ad; instead I want them to walk away chuckling. The Stressful Aspects Beth Anne: Ellen said in an email, “Let’s not close the cart on a night we are all traveling and getting settled for a conference!” The cart closed on November 2nd, and we were all travelling. Beth Anne had 2 flights to get to Nashville, Ellen flew in earlier that day, and Carlee flew in and was staying with a friend that night. The cart closed at Midnight Pacific, which was 2 or 3 AM in Nashville, so Carlee stayed up all night answering emails. We realized too late we should have set the cart to close a day or 2 earlier, so we will definitely be planning MUCH better this year for the cart close dates. It put a lot of pressure on Carlee and Ellen because cart closing is when people are asking a ton questions about the course, and if it will work for them, etc. Ellen also mentioned another thing that DID NOT work for us: All the Crazy folders we tried for organizing the course in Google Drive. We were modeling our organization in Google Drive off Amy Porterfield’s system I learned in a course. We thought her amazing folder organization system would be awesome for this launch, but we definitely decided that it wasn’t for us. We are more of an “Organized Chaos” team! If we have to click through 3 different layers or levels and keep digging down, we are just annoyed! Carlee: Yes! And that was the issue! It was SO organized, we had to click down through layer after layer, and we found out we were only using the bottom layers that are actually holding our course content--the nitty-gritty, like “Raw Video,” or “Transcript Drafts.” Ellen: I really like how we changed things for our Webinar course. The folders are organized, and the files are labeled right, so it’s fine to have 15 files in a folder because they are all labeled right. I’d rather have 15 files than click through 15 layers. Beth Anne: I do want to share how we are organizing course content these days. We have a Google Drive folder, so right now it’s “Webinar Course.” And then we have folders in there to hold each type of content. “Raw Videos” where I put my raw footage for Ellen to edit. Then “Promo Images and Graphics,” “Bonus Documents,” “Webinar Guide” which is our email freebie, “Final Videos,” and “Transcripts and Worksheets.” I’m with you guys--if you go into the Transcripts and Worksheets folder, there are 20 files, but they are so well labeled, it’s super easy to see what’s what. Victoria: Beth Anne mentioned transcripts, and I wanted to share about that for a minute, as something we’ll do better next time. We love to provide the written content to go with the videos we provide, like show notes or transcripts. That was a task assigned to me, and I pulled in Carlee (because you know, it’s better to have a friend come along to help). We found the work was tedious and was getting pushed to the back burner, but we held on to it for too long. We did eventually say, “Hey, this isn’t working well,” and we outsourced it, but we held on too long. I learned that I needed to say: “Hey team, I can’t do this!” and then it was much better for everyone. We need to be quick to admit when something isn’t working and make the change that makes it healthier for everyone. Beth Anne: When you guys came to me and said you have someone who does transcripts and she’s fast, can we hire her, I felt so bad! I don’t want my team to be stressed out when there is a solution for the issue! But I totally understand the temptation to think, “No, I’ve got this! I can do everything. I’m super team member!” I loved that you guys came to me and said this isn’t working. Now we have someone who does those transcripts and it’s great! Carlee: I think in the end it was a good team building thing. I was still new, Victoria was still pretty new, and we didn’t know each other. I had only gone through the Planner Kickstarter and then the FB Brilliance launch--it was trial by fire! As hard as that was and as much panic as it caused for a moment, it revolutionized our communication. We learned Beth Anne’s style and how she loves to lead our team, and we learned how valuable our opinions and voices are on the team, and now I don’t have any problem saying, “That is so not my strength, and someone else needs to do that!” Beth Anne: As the ‘Team Leader’ I want you all to have a great working experience! I want you to love your jobs, and I want to keep you on my team! Hopefully, now you all know you can come tell me when something isn’t your strength and we can make it work for everyone. Carlee: And for a launch as big as this one (the biggest one any of us had ever done!) we learned the communication we need, and it translates over. For instance, the podcast is a big job with a ton of moving parts, and we each have to do our job. It’s so easy to communicate now! If someone doesn’t do their job, or something’s not right, it’s easy to talk about it and we have each other’s back and we look out for each other. Victoria: This thought just crystallized: when we admit our weakness, it actually makes us stronger. Admitting you’re struggling with something makes the team stronger. It’s my tendency to want everyone to think I’m capable, and I think I’m going to let the team down if I don’t keep this task, even if it’s not something I’m good at. But actually, it’s letting the team down to hold on it and not ask for help. The intensity of the launch, that pressure cooker situation, helped us run through all these things quickly because there wasn’t time to let things linger. Holding on to a weakness of yours doesn’t make things stronger. Ellen: I felt that way last summer regarding customer service. I told Beth Anne, “No, no, I want to help you, Beth Anne. I can do customer emails, I’m fine.” And Beth Anne realized I wasn’t fine. We brought Carlee on to run customer service, and having her here for customer service during the launch made all the difference. We’re learning our strengths and playing to those in the business. Beth Anne: I agree. I noticed a huge difference when we brought Carlee on. I do love being in the inbox, and answering emails, but I realized that was keeping me from doing the core work of the businesses. So I brought Ellen in the inbox, but then I realized a few weeks later that she wasn’t having time for her work that falls within her core strength, like creating landing pages, learning new tools, and ninja tech work behind the scenes. Carlee: And during the FB Brilliance launch, that inbox was insane! I don’t know how to accurately represent what the inbox looked like. Easily 150 unopened emails in a day, and when the bonuses ended, which was our biggest day, we had a couple hundred emails in one day easily. It’s a huge task. I never would have known that when you launch a product or project you get that many personal emails to answer. Beth Anne: Yes, and when it’s a big purchase like FB Brilliance, they want to know it’s a good purchase for them. People want to make sure they are making a good decision, so they need a little more personal help and guidance. I am already thinking that with our really big goals for September 2017 if we’ll need an extra person in the inbox for the next launch. Carlee: Yes! And because I was so new last year, I didn’t take advantage of Google’s canned responses for the answers that don’t need to be personal (like, “How will I get my bonuses?"). Beth Anne: We did start to do some structured responses when you’d notice the same question coming in over and over, and you’d ask me if you could turn it into a structured reply. Carlee: We did learn! There are definitely things we could do better in the inbox, with the potential of a couple hundred emails in the inbox every day. Beth Anne: Speaking of stressful things, that I do to myself, and we WON’T be doing next year.... FB Brilliance was already a course we had, but I wanted to rework it and make it bigger and better. This always ends up happening to me, I just think I’ll change a few things and it won’t be a big deal, but I ended up doubling the course. Ellen: We had to redo a lot of videos, too, because Facebook had changed so much of what it was before. Beth Anne: One thing that bums me out about social media courses is that it all looks different. It’s like, “Ugh! Did you really have to totally change the way Power Editor looks?” Understandably, new students will freak out if their screen doesn’t look exactly like it did on the video. They want to make sure they’re in the right place. A ton of videos and new content had to be revamped. So, of course I was creating all of that...during and after the launch, while also having 200 new students who needed a lot of help and support. We opened the doors October 14th and closed them November 2nd. So that was a stressful three weeks of marketing and course creating. November and December were stressful because I was still creating videos and passing them to Ellen for editing. Plus we had transcripts and worksheets to create, weekly office hours to hold - AND the Brilliant Life Planner to launch! I do think a couple months of weekly office hours is something I want to do for my new students. But thankfully this time around we won’t be creating hours and hours of content. Carlee: As much as it was stressful - we felt bad for YOU, Beth Anne. It was a lot of work for you. On the other side, we set it up as a drip course - meaning that we only released a module or two a week. I felt like that was so good! Even with a drip course, sometimes students skip harder modules, especially the techy modules. If they had moved on too soon, it would have been bad. As hard and stressful as it was, having it structured as a drip course ended up being positive. Releasing a Course In Production Victoria: I have to admit this is one part of the course that made me nervous! Would people be mad they purchased a product-in-progress? What would people think? It worked out really well because people got the course in a paced way. And it gave me the confidence that if you’re the course creator, you can tell people how your course is going to go. We were always upfront, and students knew the modules would be released slowly. It’s really freeing! It’s your course, and you can call the shots. Turns out, you really can sell something that isn't complete! It was unconventional but proved you can run your business exactly how it works for you. In retrospect, there wasn’t any other way we could have done the course launch. We’re all busy moms, and you couldn’t, like, go off to a cabin in the woods for month and record. Ellen: That paced release really kept the excitement in the private Facebook group up! People were asking for the course modules, or bonuses or whatever, and they were invested, and that kept the momentum going. Carlee: There was a core group completing the lessons as we released them, so that group was at the same place, so they helped each other. And those participating in office hours were often in the same spot, with the same questions. That was a positive aspect of the paced release. Beth Anne: I’m still debating how to release the course next year. For the few over-achievers who want to jump in all at once, it’s nice. But part of me does get concerned because if you jump around too much and don’t get the foundation, it won’t work. If you want to do a video ad campaign, but skip how to write good ad copy, it won’t work for you. We’ll have to mull this over - how to give the students the best experience and grasp the most they possibly can. Carlee: It’s not conventional, but it is the new thought in marketing. Rather than creating a product and trying to find people who will buy it, marketing like crazy, instead, you create the product, put some out, then test and tweak. We got feedback on the first modules and changed things on the following modules. Transcripts, Worksheets, and Learning Styles Carlee: We found out that people loved worksheets. So we made sure people had something tangible for every module, if not every lesson, because of that positive feedback. It’s a service to our customers to be creating at the time they’re in the course. It’s like instant feedback. Beth Anne: In the future, we may even do something like road maps; like ‘here are the lessons you must watch if you’re an Etsy shop owner.’ We’ll have more roadmaps for each niche, and things like worksheets and checklists. We want the content to be presented in as many ways as possible to ensure the best support for our students. Carlee: FB Brilliance hits everyone at their learning style. We got an email from a student who loved our transcripts because those acted as notes. And it was great for the student because they didn’t have to write anything down. Some people will just use the videos, and some will use just the transcripts...so the more we can hit different learning styles the better. Beth Anne: And Ellen can you talk about your idea for a guide? Ellen: In the group, especially as the modules started coming out, we would have students watch the videos but have time in between viewings that they could forget necessary pieces of content. I think it would be great to have a condensed guide directing people to the right spot. (ex. ‘Hey if you wonder X, go to Y module.’) Since the course is 13 modules with so many videos, reference documents would be really helpful. You could quickly pop back to the video and know exactly how to do a lead ad, or why you should use unpublished page posts. Beth Anne: There’s just SO much to Facebook ads it cracks me up when people say to make your course an easy path from A to Z. The problem is we DO want to get people to proficiency quickly if you can, but there are 20 different ways to go from A to Z with Facebook ads. I feel like I’m doing a disservice to my students if I don’t cover all of those ways. The other thing with Facebook ads is you do not know what will work until you try. A strategy that worked for me in my business may not work for others. You just have to try it out. I feel I have to present these different options to students, which means there is so much content in the course. Victoria: Our saying around here is, “There’s a module (or lesson) for that!” Beth Anne: You all had a great knowledge of what’s in each lesson between creating the slides, watching the videos and working on transcripts. That became really helpful in terms of answering questions about the course. It was nice that we didn’t have to write out 5 paragraph answers, we could just point people to the lessons. You guys are like my course concierge! How the Team Handles Questions Carlee: Since FB Brilliance launched, Ellen and I have done a lot since FB Brilliance with Facebook ads ourselves. It’s nice to be able to have that intimate knowledge of the course so we can answer more questions. Ellen: Even just dabbling a bit myself, and helping you Beth Anne, it’s so much easier to answer questions. I haven’t just watched and edited the videos, I’ve done the work and know the ins and outs. Knowing the tips and tricks first-hand makes it so much easier to answer questions - plus we don’t have to ask you all the time, Beth Anne! Beth Anne: You guys bringing personal experience to the table is so helpful. On maternity leave, we’re working on ads funnels to be running all the time to bring in more product sales. I’m going to hand off that to Ellen, and we will work on learning how to scale up or turn off. I’m excited for you to dig into Facebook ads, Ellen! Ellen: I’m excited, too! Carlee made another great point: not only have we gained experience but we have an amazing group of women answering questions really well who have experimented with their own ads. When someone comes along who isn’t that experienced, those ladies can provide answers. Beth Anne: It’s fun to watch people move through the course and be successful. The way we frame the group during this launch will be different and this goes back to acknowledging what isn’t a strength. Anything that I feel like I have to do every day immediately becomes a dread for me - and I put it off. When we launched this past year, I ensured people knew they’d get the weekly office hours, but I over promised my involvement in the Facebook group. I am going to be 100% honest right now (Maybe a little TOO honest!). I don’t love Facebook groups! They can be helpful, but I do not love that constant back-and-forth that’s required. I’d much rather do an office hours call. I’m an all or nothing person: I’d rather take 2 hours on a Friday and answer all the questions at once. But that’s my strength! I know I give the best possible level of support through office hours, not by being in the group every day. I’m getting to the point of knowing when to say, “I’m not going to do this - but my team will.” Carlee: And for the record, the team loves being in the Facebook groups. Beth Anne: I do feel guilt around my random presence in the Facebook group, but I have to do what will work for me. Weekly office hours works for me. Carlee: Here’s the thing - if anyone hasn’t been to office hours, you’re missing out! They are amazing. You get to pick Beth Anne’s brain and get live feedback on your ad or images or copy. Her office hours are more valuable than a group, but it's not instant feedback. You have to wait until Friday. Victoria: And your time is valuable! Like we mentioned last week, you spent a lot of time learning the information that you know - and because of that, we sell a premium course. It goes hand and hand. You’re not setting yourself up to be a Wizard of Oz behind the curtain, but your time is valuable and the hours you put into your business are limited so that means they’re of high value. Our course is charged fairly, and it’s super fair that you hold office hours. I think it’s cool how our Facebook groups naturally develop, but don’t feel guilty at all about not participating every day! It preserves the value of the course that our business is trying to sell. Carlee: Our team is in the groups regularly answering questions. It’s a benefit that you give your students access to your team, even if there’s not access to you all the time. Victoria: Yeah, and there’s boots on the ground. We’re good about getting people to you quickly if we don’t have the answer. Beth Anne: And I’m so thankful! We CAN give people a great experience because it’s not riding on me! I think about this all time: How cruddy would my business be if it was just me? It would be a mess. I’m glad you guys are in there and giving support. I can focus on my strengths, which in this case is showing up Friday mornings and giving live feedback. And my team does a great job handling the day to day. Limited Time Bonuses vs. Discounts Carlee: So what I learned with this being my first launch, and I learned it about Beth Anne and from Beth Anne, is what it looks like to give incredible value in bonuses. (Our bonuses were Brilliant Pin Promotion, the printable Brilliant Business Planner, Case Studies, and Craft Your Brilliant Webinar Course) When you give a discount, it sets the standard that your products can always be discounted. A bonus sets it up to reinforce that you buy something, but you also receive all these extra goodies. For someone who is selling a course or a product, think through what bonus you can offer - and keep in mind a digital bonus won’t cost you anything. Bonuses keep the value and integrity of your product that much higher, and you give your customers or students so much more value. Beth Anne: And we saw first hand that the day we closed the door on the bonuses was our biggest day of sales. People did not want to miss out on those bonuses! Carlee: And we got emails at 1 or 2 AM where people were panicked that they missed the bonuses. Victoria: Were we really strict on those? Did the 2 AM people get the bonuses? Carlee: No, we were pretty strict. Victoria: Because Carlee’s the general! Beth Anne: I am so thankful that customer care is Carlee’s job. I just want to give everything to everyone, but it’s an integrity issue! I gave my word that the bonuses ended at midnight. Acting with Integrity Carlee: It really is an integrity issue. Another example is that we were headed to the Business Boutique right after the cart closed. Everyone was telling us, and it sounded good at the time, that we should sell FB Brilliance at the Boutique. We honestly could have made a lot of sales! But Beth Anne said she had to stick to her word, and we all agreed. It’s the same with the bonuses--when you say there’s an end time, while you can give a little grace, to overextend grace cheapens our word. Beth Anne: It also felt like it would be an insult to my core audience to sell it at the Business Boutique. They knew for 3 weeks there was an end date to the launch. To give away something special to this new audience, when really my core audience should get my best, felt wrong. So we didn’t sell it there. The bonus situation came up again with the Brilliant Life Planner. Everyone who purchased got the digital business planner, Time Management Mama, and access to Planner School. We did have people reach out and say they loved the planner, but it was pricey, so did we have a discount code? We just said ‘No’ to all those requests. The price is what it is (there was a $5 off coupon for affiliates, but that’s it) because we had the confidence to say: Over 1,000 women paid full price, so we don’t need to discount our product. I am so glad we stuck to our guns and didn’t just give discounts. We sold out! A Launch Without a Team -- Yes You Can! Beth Anne: If you’re getting ready to launch a product, and you don’t have a team, or even one person helping, don’t be discouraged! When I launched Brilliant Pin Promotion, the course was ready to go, out the door. If you don’t have a team, make sure you do all the course content before you ever start into marketing and launching. Also, create a detailed outline, then create the slides for your course, and record your screencast video with those slides. You might need a little editing, but it will be pretty polished! Looking back, I would choose not to have a private Facebook Group if I didn’t have a team. I am not able to give tons and tons of support in a Facebook group! You can launch a fabulous course, with great content, and no private Facebook group. I would think long and hard about whether or not to add that group if it’s just you. Ellen: And same with Transcripts and Worksheets. I really wanted to create a guide for Brilliant Pin Promotion, but I didn’t have the hours to do that on our budget. If you’re doing your first course, you can cut those out and save time. Carlee: One option is to hire someone who is really fast and really high quality at a job that you aren’t good at. You can hire someone off Fiverr or Upwork to do that one job. Victoria: Or, find a partner! If you have no extra funds, find someone to barter or share jobs with. Brand new people might work for free or low cost in exchange for a testimonial, or they might agree to be paid after your launch. Be upfront and honest in your business transaction, but I’d love to see women helping other women in business. We need to get rid of the scarcity mindset, and instead have a mindset to help each other! Beth Anne: I totally agree! There are always ways to barter and trade services. Get creative! I don’t want anyone to feel like because they don’t have everything in place they can’t do this--that’s the last thing I want you to walk away with! You can go for it! You will improve your product, customer service, content, and marketing over time. The FB Brilliance launch was huge--we’ve never done anything that big before--and it was an improvement on things we’ve done in the past, but we are sitting here thinking of how we’ll improve the next one! Welcome the room for improvement! What We'll Do Differently Next Time Ellen: One thing I am excited about is our plans to be together and do much of our launch work in person next time. We work well together as a team remotely, but when we are together it’s so much easier to bounce ideas and get instant feedback. Sitting next to each other is so much better than messaging or email. I think that is going to make such a strong launch to have that week together to get those details worked out and get FB Brilliance ready to go! Beth Anne: Yes! I love it when we all get to be together in person. You are all so smart and creative and I love sitting down with you and hearing your thoughts and ideas. And, we are giving ourselves so much more time to make this launch! Last year we did the planner Kickstarter from the end of Aug to end of Sept. Two weeks later--Tada! Here’s the Facebook course. This year we’ll meet at the end of July, then all of August is to create fabulous Facebook content, and we open the doors in September. We will have space to let this grow and build. And as a marketer, that gives me so much time to plan out different ways to market the course - and to do more fun marketing. Victoria: I am amazed how big this launch was. We really turned this one on a dime! What will it be like when we have more time!? Beth Anne: One thing I’ve found is the most effective way to bring in sales is webinars. For the past launch, we did 4 webinars. But if I don’t have time to scale my FB campaigns, we don’t get webinar sign ups. We had about 10,000 webinar sign ups, but this time I’ll get to dig into my Facebook ads campaigns without having to do all these other things. That wraps this episode up! I hope you all learned a lot and got a peek behind the scenes at what works well and what we hope to change. I hope it’s getting you thinking about your own products you are creating or getting ready to launch. Comment below or email us at brilliant business moms (at) gmail (dot) com if we can answer any other questions! And now, it’s time to announce our Podcast Relaunch Giveaway Winners! There were 4 great prizes, and to enter people just had to leave a rating and review on our podcast. Winner #1 will get to pick from our 3 fabulous prizes, and then Winner #2 will pick next, and so on. If you are a winner, email us at brilliant business moms (at) gmail (dot) com Winner #1: Emily Counts Winner #2: bycbabie Winner #3: Emily Bends Winner #4: Linzi900 We look forward to hearing from you! Now it’s your turn to head out there and Be Brilliant!

Today we’re going behind the scenes of a $100,000 course launch. We’re going to dive deep and geek out over numbers. I’m really excited to break it all down for you! I know that when I heard other business owners talk about a $100K launch - or even a $1M launch - it’s really easy to feel like 1) that’s a completely unattainable and unrealistic goal that would never happen to me (Which is how I used to feel!) and 2) that a $100K launch would bring me into a fantasy dreamworld. I thought if this ever DID happen to me, I’d be rolling in cash and everything in life would be perfect. And that’s not the case, either. I want to give you a realistic look inside a $100K course launch. I want you to see exactly what I and my team did to earn over $100K in course sales during our launch month. You’ll get a firm grasp on the numbers as we dive into questions like: How much cash-on-hand did a $100K course launch mean for the business? What were our refund rates? How much did I spend on advertising to get these students? You’re going to get all the nitty gritty details so you feel like a $100K launch actually IS doable for you and your business, and that you understand as amazing as a massive launch is, it doesn’t solve every problem and mean life is perfect. Listen Now Time for a quick disclaimer: this episode will be full of numbers, stats, and data. The next episode we release, my team will be coming on the episode with me: Victoria, Carlee, and Ellen. We’re going to chat about what went well and what we’d love to change. That episode will be really fun! And if you’re not a numbers or data person, you’ll really love our team episode. But if you are a numbers person, this episode is totally for you. (I’ve got a piece of paper with so many numbers it's making my head hurt!) The Big Picture So the course launch we’re talking about is my Facebook ads course: FB Brilliance. I’m obsessed with Facebook and Instagram ads, they go hand in hand for me. I had a version of this course I released in the summer of 2016, but I wanted to add more content and make it a better experience. In October 2016 I decided to give FB Brilliance a facelift. We revamped the course content and did coaching calls with students for three months. Facebook ads is a beast. I’ve seen other courses where they can break down and simplify a topic. That’s super great if it works, but there is so much to Facebook ads it’s not really something you can just ‘break down’ and ‘make easy peasy’. I wanted a course that covered it all, and took my students from brand new to Facebook ads ninja. We added a bunch of new content, and raised the price of the course. FB Brilliance is by far my most expensive product, we chared $497 for it when we opened the doors in October 2016. Previously I had charged $200-$350 for this course, depending on whether or not the customer was using a coupon code. I knew my students would need extra help to really get the hang of Facebook advertising, and set a price that would value my time and expertise. Another decision we made during our course relaunch was that we didn’t want to leave the course open all the time. We learned that anytime we had a new Facebook ads student, they needed lots of help up front. New students needed lots of support, feedback, and hand holding. I realized that I didn’t want to have new students entering my classroom at all different times throughout the year because I couldn’t give them the attention and help they deserved and they wouldn’t get the best experience. I made an intentional choice to open the doors on Oct 14th of 2016 and close them November 2nd. After Nov 2nd, no one could purchase FB Brilliance. Everyone started class together, and that way I could focus on digging deep with my new students and serving them well. I didn’t have to worry about onboarding new students every week. It was also fun to have people journeying together and getting feedback at the same time. Before FB Brilliance I never did an open/close launch model. All of my products were available all of the time. I made a majority of sales for my Pinterest course through webinars. During the webinar I might have offered a coupon or limited time bonus; I love doing that to get people to take action. But I had never completely closed the doors before and told customers, “Nope, that’s it. You can’t buy it.” It was a little scary at first! What if the launch didn’t go well? I was taking a product off the market and wouldn’t have it in my back pocket to grow the business. Looking back, I’m really glad I did the open and close model. It did allow me to have a big launch period, but then focus my time after the doors closed on my students. If you are an instructor of a course with a lot to it and a lot of content, I highly recommend an open/close enrollment model. My team and I would all say it’s been great to have marketing be one batch of time and nurturing students a separate batch of time. Okay, so let’s talk about the numbers. What does a 100K course launch look like? Let’s dig in. The Numbers Total Sales from Cart Open (October 14th) to Cart Close (November 2nd): $106,066 - no cents! (It would come down to nickels and dimes after payment processing.) Total Brilliant Business Mom Sales: $97,646.50 (After paying our 1 affiliate, a good friend who hosted me for a webinar.) Even after coupons and rewards, we sold over $100K of products. That amount felt awesome to me! Before this point my best business month had been $50K in sales. And to reach that milestone took a lot of hustling and Facebook ads and webinars. Bringing in $100K blew my mind, and it still does. My business has grown so quickly, and I’m always looking back in amazement of what my team and I have accomplished. For me, this would not have been a $100K course launch without 3 awesome ladies working right alongside me. Without Carlee, Ellen, and Victoria doing customer service, creating ad images, and writing copy, I couldn’t have done it. So let’s break down the sales. We had 206 total sales. 206 new students who purchased FB Brilliance. I had options to pay all at once for the course ($497) and 99 of my students chose that option. There was also a payment plan (6 payments of $97, and those students ended up paying $582 total in the end) and 107 students wanted to do that. (I was surprised at all the people who wanted to plunk down the $497 all at once.) If you calculate the math on those sales quickly, you’re going to say, “Okay, Beth Anne, you should have made more than that!!!” Note that 32 of my students came through an affiliate, and I was only making 50% of those sales. And I did other promotions. I offered my Brilliant Pin Promotion students $97 off the total price to thank them for being students. They could either paid in full at the $400 price point, or take $17 off those monthly payments. 12 total Pinterest students took me up on my offer; 6 paid in full, 6 paied via the payment plan. I also did a promotion with the Genius Bloggers Toolkit (run by the fabulous people at Ultimate Bundles). I offered a mini course called FB Ads for Beginners inside the Toolkit. Since these customers already paid a lot to get access to the bundle, and already had a $97 course of mine inside the Bundle, I offered them a coupon for $97 off FB Brilliance and 4 students took me up that. The last discount promotion I ran was a scholarship. I knew that $497 is a lot of moolah for my target customer, a SAHM/WAHM on a budget. She doesn’t have $1,000 around to spend on her business. I wanted to give a few hardworking and motivated ladies a scholarship opportunity. I did a five day series on Facebook Live that was comprised of a daily lesson and homework assignment. We invited participants to submit their ‘assignments’ in the comments of our Facebook live video. My team compiled the submissions throughout the week, and anyone who submitted all 5 answers by the deadline were eligible to be considered for the scholarship. We had 3 full-ride spots we could give. Looking back I am SO glad we offered this scholarship! One student in particular is really rocking and rolling with her business. She works so hard, and is constantly trying to improve. In fact, she’s about to host a webinar which is super exciting! I’m so happy I was able to give these three ladies a scholarship, they proved me right - that they’re all motivated and hardworking ladies. For everyone who didn’t win our scholarship, but did do the work, I offered a 50% off coupon. Maybe that’s crazy. We only emailed this offer to people who had submitted all 5 assignments, and I felt great about doing it. (And I did let the cat out of the bag, but I’m okay with that.) I really wanted to reward the hardwork of everyone who submitted scholarships. We had about 30-40 submissions who completed every assignment, and of those 14 took me up on my offer; 6 paid in full and 8 went on the payment plan. I’m really excited to try out the scholarship program again. I know I just spilled a big secret, but I’m deciding not to be too worried. The Brilliant Business Moms community is so sweet and full of integrity, you’re smart and hardworking so I have every hope that a second scholarship will be just as well-met with hard work. The cash that came in the door from people who paid in full was a total of: $41,717.50 And the cash in door from payment plans was: $55,929 (divided over 6 months; $9,321.50 each month for that period of time). The first payment began that first month of sales. I had about about $50K of cash in the bank by November 2nd, and have been getting another 9K a month in the door through April 2nd. Even after subtracting out my affiliate sales from the total sales, things are looking really good. But of course, I had to spend money to make this money - especially, as you might guess, on Facebook ads. Expenses To generate over $100K in sales I spent $23,590.31 on Facebook ads. So after paying my affiliate and paying for my Facebook ads, the total profit to Brilliant Business moms was $74,056.19, and the rest of that amount came in the 5 months following the launch. Ending the month with $50K in the bank, after paying for $23K worth of Facebook ads, and an additional $9K coming in each month felt great. Thanks to my students on payment plans, I was able to take the rest of November and focus on finishing out final modules for course content, hosting weekly office hours, and answering questions. I was fully able to help my students succeed! And of course it allowed me to prepare for planner season. Our Brilliant Life Planner sales season ramped up in December and January. It was really nice to only market one product at a time! Refunds We gave 8 total refunds for FB Brilliance. I gave people 60 days to return the course; if they did the work and weren't happy with their results, they could get a refund. But I was very clear to say, “You’re not getting a refund just because you changed your mind!” That’s wouldn’t be fair at all, right? And with a digital product, how would I know what the user’s end purpose was? It’s so hard to oversee. We thought the 60 day window was a generous time frame and let people really dig into the course. Out of 206 students, only 8 were refunded. Our total refund rate was 3.88%, which is pretty good! I’ve been told to expect a 5-10% rate. And of those who asked for a refund, it wasn’t because Facebook ads didn’t work. We had one student who realized their MLM was strictly against Facebook ads, for example. So we dug into the policy and, sure enough, that was the case. Another person was having lots of trouble getting the pixel installed; we didn’t have time to cater to all the different platforms this person was using and help them out - so a refund was easier to offer. Some refunds were due to hard life circumstances, like having to close their business and go back to a day job. To be honest, most of our refunds fell outside of our return policy, but we tried to be kind and understanding. It’s really a tricky thing to manage! I’ve seen some business owners be super strict with their policy. We want to have the highest integrity possible; it’s not fair to give someone a refund 6 months later just because they changed their mind. But we’ll dig more into this at a later time! Reality Hits, But It’s Still Awesome I used to think that a $100K course launch meant that person went out and bought a Ferrari or something. That was not the case at all for me! It was more like me looking at the launch and saying, “Awesome! I’m happy to teach these students, and I can keep paying my team and expenses.” While it was great to have that big launch, the amount of cash I received at the end wasn’t necessarily this huge life-changing thing. Hopefully you can see that through my story. With that said, a $100K course launch truly was awesome! I want to see more of you listening do big product launches! Shoot for the moon and hit those great big goals. Now, I’m going to break down for you exactly what we did marketing wise to earn those 206 students. Marketing We primarily got these customers through selling on webinars. I love webinars! I’ve been blown away by doing a well-crafted webinar to allow me to build relationships and knock the socks off my customers with the value. I enjoy selling in a way that feels authentic, and encourages people to get off their behinds and take action. If you want to learn more about how I sell through webinars, have a course Craft Your Brilliant Webinar. You can learn more about it by visiting: brilliantbusinessmoms.com/cybw This course will help you hone your message and show how your product solves a problem. It will refine how you relate to your customers and provide value. Once you do all of that, your potential with Facebook ads is crazy. This crazy business growth I’ve experienced has mostly been through webinars. This course launch I can attribute to doing webinars. I did 4 webinars, 3 were to my audience + new subscribers via Facebook ads, and 1 was an affiliate webinar. The webinar dates were: October 14th October 20th October 27th  (affiliate webinar) October 28th (my last webinar) The total number of webinar signups was: 7,513. That number was bigger initially, but since then a few people unsubscribed. It was more like 9,000 at the time of the launch. The total number of signups were: 1st Webinar - 1,421 2nd Webinar - 1,719 3rd Webinar (affiliate) - 1,682 4th Webinar - 2,061 I was getting enough sales throughout the month that I knew my Facebook ads were paid for. Of course I wasn’t going to plunk down $20K in a week and cross my fingers that it would work! I scaled advertising as I saw the sales coming in. Even with me feeling confident on how to use Facebook ads, you never know exactly how a promo will go. Ads I test still involve a few thousand dollars, but I’m not going to plunk down more than that until I saw profits. I taught the same webinar each time I hosted it. I do want to change that up next year, but this year I was honestly revamping the course and in the middle of a launch, so there wasn’t time. I sent out a post-webinar email sequence following each session. I would provide the students with awesome value, and after class I sent the replay and an ebook on 20 Brilliant Optin Offers they could use to build their lists. The main way I used Facebook ads was to build my list, and from there make sales. I gave ideas for freebies in this ebook, and guidance on how to use them. Another post webinar email I sent was titled ‘What’s the Facebook pixel and why should I care’. This was basic information for customer needed to know, I made it really exciting but also told them it can be tricky. And I ended that email with ‘Don’t stress, I have training in my course’. As I mentioned, each email sent a link to the replay along with a link for the next live webinar. And, of course, I linked to the full course to purchase. The other thing I did for all my webinar customers was to offer limited time bonuses. It did get tricky to manage these bonuses with multiple webinars! I told everyone they would have four days to grab the bonuses, but would have the same people attend multiple webinars and get confused about the bonus limit time. What we ended up doing was telling everyone they could grab the bonuses through October 29th. And from that point it was a few more days until the cart closed. I actually have a fun table that Carlee on my team made to show how effective the bonuses were. Looking at the sales day-by-day, for the last week the cart was open we had more course sales come in the Saturday when the bonuses closed than when the cart closed! (And this was after I told people the course wouldn’t be open again until September 2017!) We had 40 new students enter the course on cart closing day, but on the fast action bonuses day we had 70 new people come into the course. You can see by those numbers that momentum really builds with the course. When you launch a course, have faith that the majority of sales will come toward the end. Of course you want to see sales along the way, and it was great to know I could pay for those Facebook ads, but the last week of the promo was huge. Facebook Ad Stats My total spend on Facebook ads was $23,590.31. Where did all of that money go? The vast majority went on my webinar signups campaign. Essentially, I showed people an ad to my free class all about how to make a profit with Facebook ads, click here, signup, and attend my free class. I spent $21,965.97 on that campaign. That campaign led to 7,168 email subscribers. And again, when I look back at what ConvertKit says now, I’m pretty sure I’ve lost a couple thousand subscribers from that promotion. Some of my Facebook ad campaigns were to people on my list. I did run ad sets to my site visitors and email subscribers, since they’re people I can get to signup at an affordable rate and they’re likely to buy my product. I have no problem spending money to get people into a free class because I want to make sure they get in the door and don’t miss it. My average cost per email subscriber was $3.38. But broken down, I can see that when I targeted my ads to my email subscribers, it only costs about $1.29 to get those people to sign up. Ads targeted to my website visitors were at $1.69 per lead. The investment is totally worth it to me because those people bought the course. With that average spend per lead, I will say that my general bench mark is $ per lead I’ve heard from other Facebook advertisers that this benchmark is really low. But generally I’m able to get people for that $2 a lead. In this case I was intentional with my ads in that knew I was offering the course at a higher price point. For some of my audience it was just outside their budget. So I did target not just by interest, but also household income level. I didn’t want a bunch of people for my free class get excited, then cry at the end when they saw the course price!! That’s a bummer for everyone. I didn’t want to get people excited, but have them walk away. And it doesn’t make sense to pay for $2 if no one can afford my product. Seeing the end result of about $3 per lead, but making sure it was inside their budget and they could afford my course was worth it. While the vast majority of my $23K spend was acquiring signups, I also spent money on class reminders - just for my October 27th webinar. To those people who signed up, I showed them an ad that read ‘Hooray! Class is today!’ The way in which I used this ad, I didn’t get a lot of clicks but I did get a high reach. My ad reached 442 people, though only 8 people clicked, my reached was 25% of class signups for that day of class. And I only paid $2 a click. So about $15.64 total, but I was able to show up in 442 people's newsfeeds. (Of course I’m sending reminders to students via email, but the more places I can show up in front of someone the better!) The other strategy I did to fill my classes was retargeting. So everyone who signed up to the class, I sent them an ad that said ‘Don’t miss out on the bonuses and growing your business with Facebook ads’. The cool thing with retargeting campaigns is you can get great results with not a lot of money. I got back in front of about 7,000 - 9,000 people to remind them of my awesome product. I spent $130.30 on that retargeting campaign. I did experience a HUGE bummer that I’ll never let happen again. Here’s the story. I work with an awesome guy at Facebook who helps me with my ads. I hopped on the phone with him and set up a custom purchase pixel for Teachable. We set it up, it was working, and we could see who purchased on Teachable vs. Shopify.   It turns out we had to do one extra thing, and because of that oversight my sales weren’t showing up inside Power Editor! The sales were coming through, and I knew the ads were profitable, but the bummer was I couldn’t go back to those campaigns and say, “Awesome, this ad set purchased FB Brilliance this many times,” or, “This was an affordable campaign to get webinars, but not for sales.” I was bummed to not have that data! This glitch had since been fixed, so I can now tell you which ads worked best and which audiences brought more money. So I did a replay reminder campaign, and all the people who signed up for a class I said ‘Hey, you missed the class but grab a reply’. Sure I was emailing them, but I wanted that other touch point. I spent $971.87 on the replay campaign, and I had 605 link clicks and spent $1.61 per each click. It was a great use of ad spend because I know when people show up live, they’re more likely to buy. It’s easy to put off watching a replay. And when people don’t watch the webinar, they don’t know what kind of teacher I am and the value I can offer. It was valuable to get as many people as I possibly could together live. For cart closing I did a Facebook Live session, but the post didn’t turn into an ad until after the session. I spent $300 on that ad. People who watched the video for 3 seconds - 4,104 ($0.07 per view) People who watched the video for 10 seconds - 1,011 17 people watched 20% of the video, and only 1 person watched 100% of the video. Man, looking back those stats aren’t great! It would have been better to get people on the replay page. The other post I boosted was to announce my scholarship. I let people know about the 5 Day Video Series, and how it worked. (Our scholarship was a Facebook live session where I introduced the program and explained how it worked.) I boosted that post for $200. I got 12,000 impressions, and 3,027 video views. Only 761 viewed the video for 10 seconds. Only 28 people viewed 25% of the video. And on down the line, only 9 people watched the full video. Now these numbers don’t include organic reach. A better use of time an ad spend would have been boosting after the fact, and during give lots of incentive for people to join and engage live. (The more interaction in the moment, the more free reach.) I’ve boosted posts more recently, and my goal was to get viewers to sign up with the free guide. The link for my guide was right in the description, and it’s so much easier to get a subscriber with a great freebie. Facebook live is a beast. It’s great for free engagement, but not for paying. Lesson learned, huh? Recap So to recap, I ran 4 webinars and promoted limited time bonuses - expiring a few days before cart close. The cart closing was also a motivator. People who bought the course knew they would have weekly office hours to get live help with the content. I sent lots of followup emails and was not being shy with those reminders! Hopefully this episode wasn’t too tough to get through! My team and I will be on next week to dig deep on customer service, strategies we used, and the ways we’re excited to make next year’s launch even better (For those wondering, the doors to FB Brilliance will open again in September of 2017.) I’m excited to keep the transparency and continue to share what I’m learning in this stage of business. I love sharing the nitty gritty, and hopefully you love hearing it! If you’re interested in learning how to use webinars to grow your business, we have a new course called Craft Your Brilliant Webinar that will get you on your way. You can learn more about it by visiting: brilliantbusinessmoms.com/cybw Now it's your turn to head out there and Be Brilliant!

Facebook is giving us more ways than ever to quickly and inexpensively generate custom audiences. As a busy store owner, learning to navigate Facebook's myriad of advertising options effectively can be a time-consuming endeavor. Kurt Bullock joins us to discuss Facebook's new options, and you can use them to set up a sales funnel that segments and targets customers through their relationship with your brand. — Subscribe to The Unofficial Shopify Podcast on iTunes Subscribe to The Unofficial Shopify Podcast on Stitcher Subscribe to The Unofficial Shopify Podcast via RSS Join The Unofficial Shopify Podcast Facebook Group — Learn: Learn why interest target isn't every effective How to reach the right people on Facebook The new Facebook Custom Audiences available The top of funnel ad type that converts best Links: Free Download: Custom Audiences That Increase Sales Our Facebook Sales Funnel Offering producedept.co kurtbullock.com Free Guide I want to send you a sample chapter of Ecommerce Bootcamp, absolutely free. Tell me where to send your sample at ecommerce-bootcamp.com Transcript Kurt Elster: Today, I've got none other than Kurt Bullock, slightly confusing we have the same first name. He's a Shopify marketing master who specializes in Facebook ads. I noticed because he's been working with me for the last several months fulfilling a lot of our projects and doing an extraordinary job. I'm really excited to have him here with us. Anyway, we're going into it. We're recording live from Ethercycle Headquarters outside Chicago. I'm your host, Kurt Elster. Kurt, thank you for joining us. Kurt Bullock: Good morning, Kurt. Kurt Elster: How're you doing? Bullock: I am doing great. Kurt Elster: Diving right into it, Facebook ads and Shopify, we know Facebook ads are great way to drive new traffic, qualify customers to your store, bring back prospects, people who haven't bought yet but a lot people who implemented themselves do it in a way probably differently than you and I would go about it. Let's start with, what's the wrong way? How are people doing it and screwing it up? Bullock: I think that a lot of people go at it with the approach of trying to put together a profile. This is the way that before there were all these cool new targeting methods, it was really only way to go. This is what they teach in a lot of courses. You would go in put together a profile of your target customer, find all their interests... Kurt Elster: Like a customer avatar? Bullock: There you go. You're putting together a customer avatar, trying to find all the magazines that they read, their customers, their competitions, Facebook pages and try to put together a profile and run ads to that group of interests. The problem with that is you are reaching a pool of audience at that point. They don't know anything about you and it's an expensive and a hard way to go. A lot of people come away from Facebook ads, Googling it doesn't work, I think, because they have difficulty with the targeting. Kurt Elster: Interest targeting not very effective. What works better than interest targeting? Bullock: When I work with a new client, the first thing I do is get them to upload, let's say, a customer list if it's larger than 100 or 200 customers or their whole newsletter list so that we can create a custom audience. Kurt Elster: Why do we need the two different lists? Why not just lump them together? Bullock: It's great if you can segment and find the most, let's say, your best customers. For instance, if you were to rank them just your newsletter members are going to be less targeted, less relevant than your customer list who have all gone through and decided to purchase your product. If you have enough customers that you can upload this to Facebook and the reason you did enough, I say that, is because Facebook's then going to use their algorithm magic and try and create a new audience for you. Create a lookalike audience with completely unique people in there for you to target your ads to. Kurt Elster: That's based on if I give them a list of email addresses or a list of phone numbers which is less successful. What's the minimum for to make a lookalike audience? Bullock: I'm not sure what their hard number is, to be honest. I usually don't upload anything less than 200. I don't have very good luck if I go under 200. They may have a hard limit but I couldn't tell you what it is specifically. Kurt Elster: It changes. It's hard to keep up because the stuff changes so quickly. Bullock: Yes it does. Kurt Elster: It used to be 100. If you upload a list of 100, that assumes 100 percent match rate, right? Not every email address will correspond to a Facebook account. Bullock: That's right. Kurt Elster: 200 is a totally safe number to do with. Let's say, I had a bigger list of past customers. I'm not even playing devil's advocate here. I generally wonder about this. Is it better to upload, let's say, I've got a list of 10,000 customers, and just put everybody who's ever given me $1, or more? Or segment it and say, "All right, should I only upload the 1,000 repeat customers I have, since they'd be my best buyers, or upload the buyers who spent more than $1,000 with me in the last year?" Bullock: That's exactly right. I would definitely go ahead and upload the repeat buyers, or the buyers that have exceeded a certain threshold, if you have numbers like 10,000 to work with. A lot of people don't. You put together the best audience that you can and give Facebook the best material to work with. Go ahead. Kurt Elster: For lookalike audiences, we want quality over quantity for my source material? Bullock: You've got it. Garbage in, garbage out. That's exactly right. You want to make sure that you give them the best audience possible. They'll give you a new audience to target. Sometimes, you do have to jump up to your newsletter list, if you don't have very many people to do that with. Kurt Elster: They generate. We give it source material. We want whatever we have, but the highest quality we have, minimum 200 to be safe. It generates a lookalike audience of that. It just says, "All right. Facebook bought loyalty card data, and credit card data, and unbelievably creepy stuff that they know about you," but it makes for effective ads when they can build these profiles. It's not like there's a person doing it, which if that helps you, make it feel less creepy. It's an algorithm that does it. No one can individually pinpoint people. They're very careful about that. It creates a list of two million people, say, in the US. Once I've got that list of two million people, here's another one, where again, I'm not playing dumb. I really wonder this. Is it a good idea to run the ads against that entire list of people, or if I have a clear idea of who my best buyer is, to run some segmentation on that list? I say like, "Here's my best buyers. Give me a lookalike audience." Now I know my best customers are women, 25 to 34. Should we limit the custom audience to just that? Bullock: That's what I try and go with. Two million is a high number. Facebook is getting much better at being able to handle that. Before, it was a bad idea, in my opinion, to run against two million. I still try and put on some limits. Albeit, when I start a new campaign, I do try and go broad so that I can collect data. Sometimes, I am surprised at who really is engaging and who's purchasing. I oftentimes, try and go broad. If I'm selling something that is for women primarily, I'll go ahead and select women but I might leave the age range open and then let it run for, maybe, a week or a few days at the very least. Then go back. Check the results. I can begin to focus that in before I have wasted too much money on, maybe, those outlying age segments. Kurt Elster: Do you use the Audience Insights tool for this? Bullock: Yes. I use Audience Insights to research it. I build the ads in the Power Editor. It's got a real similar form that you'll find in the Audience Insights tool, you'll find in the Power Editor for building these. Kurt Elster: I am addicted to the Audience Insights tool. It is my favorite thing. [laughs] It is the coolest thing to play with because you don't have to spend any money with Facebook to use it. You could just say, "All right. Facebook, you've got all this info. Give me all the demographic data about my Facebook page likes." Or, "Here's an email list," or, "Here's a list of phone numbers. Tell me, what does this audience look like." They tell you like, "OK, well, they're dislikely to own a home, be married, in this age range, have this level of education." It's just unreal. I think it's a ton of fun to play with. Bullock: It is. It's crazy. As you mentioned before, Facebook purchases all these third party, big hunks of data. They try and assimilate that, and match it to their Facebook users. You can find out stuff that's not related. For instance, if they're in a market for a car, their buying purchases, if they have a mortgage, and then stuff that you do indicate on Facebook. I was talking yesterday with somebody that did things for people that are getting married, and weddings. You can see if people are engaged and target people that are getting engaged. It can be creepy, if you're not careful with the way that you approach it, but really, really great information. Kurt Elster: Yeah, it's a little disturbing when we were shopping for a house, and suddenly I'm seeing ads for houses. I didn't put anything on Facebook about that. We hadn't announced to anyone that my wife is pregnant, and we're already seeing ads on Facebook. It's a little weird. Bullock: That's a little much. Kurt Elster: Facebook is your snoopy aunt who knows too much. [laughter] Kurt Elster: The end result though is it creates relevant advertising, it's very personalized, it feels real. I've got my custom audience, I've got my Audience Insights, I've got all this stuff loaded into Facebook. Well, I always view that there's three kinds of customers that I can advertise to. I got cold traffic people who've never seen or heard of me before. Warm traffic people, say, visited the site in the last two, three, four weeks, and purchasers, people like my active customers who bought from me. What do I do now? Bullock: The goal would be to try and get to warm as quickly as possible. If you're brand new to the Facebook platform, if you don't have a pixel on your site, I don't know if we need to clarify that for any of our listeners but... Kurt Elster: Yeah, explain it. Kurt Bullock: The Facebook pixel is just a little piece of code that you get from Facebook when you sign up for an ad account. You want to put it on all of your web properties, on every page of all your sites, whether you're marketing them right now or not. The sooner the better, because the day will come when it's useful to you and it can be a real treasure trove if you have had it sitting there collecting information. I guess the way that it collects information is that as people visit your site, this will communicate basic information about their activities on your site to Facebook that you can then use to market to them. For instance, I had a customer, we had put a pixel on their site about six months ago. He forgot about it. They engaged with us and for our first promotion, we had a list of 22,000 people that had visited their site and not taken any action. The owner in this case didn't know how he had collected that information, but it was because we had that pixel on there. That's key. You really can't do Facebook advertising without a pixel. One last point on the pixel, that's what gets your analytics data. You can see if any of your ads are converting, if sales are coming from those ads, and it can really help you steer your efforts. Without it, you're pretty much going blind. Kurt Elster: In Shopify, there's two ways to implement the Facebook pixel. I can either just drop it into...under website settings, it will say like, "Google Analytics," and then your Facebook pixel, and you just give it the ID number. Makes it very easy. When they first rolled that out, it had issues. It didn't report right. Has that been fixed? Do you use that or do you manually write it into the theme and the checkout settings? Bullock: I do both, depending on the customers' commitment to sending data and also their needs. You're right, it used to be really bad and almost unusable, and then they took major steps to fix that. Now, you can actually get by -- better than get by -- you can do well by just putting the pixel in there, it'll send good data. I still run into issues with my customers that if we want to get really custom, then I usually go in and use Google Tag Manager and we do a custom setup so that we can send exactly the data that we want for different actions that they take. You can go custom, but if you guys are getting started, by all means, just get that pixel ID number and you can Google that. I'm sure there will be 100 screenshots that show you how the pixel ID looks like, pop it into your Shopify theme, you just go to the online store, and then preferences, and then it's going to be about halfway down the page. Kurt Elster: I've got my email lists uploaded, I've generated lookalike audience based on those, I've run through them with Audience Insights to get a clearer picture of who my customers are. I've got my Facebook pixel integrated on my site, which you can also run Audience Insights on the anonymous visitors to your site so it gets the value out of that, which is cool. At that point, I'm set up. I'm ready to start paying money and running ads, which is cool at this point. We still haven't spent any money yet in this process. We both approach it as a funnel, right? You should always approach everything as a funnel. Where do I start? What do I do? Bullock: Facebook's done some really cool things with custom audiences, so my first objective when I'm building a funnel is to take that cold traffic, that really wide audience, could be a few million if you scope it that high, and bring that down to just the people that have a realistic chance of being prospects for my products. There's a lot of ways to do that, but one of the ways that Facebook has recently introduced is we can create custom audiences based on video views. What I would do is after I have all the stuff that you just described set up, you could then put a product video, explainer video. The old way to remember it was to educate, demonstrate, or entertain as many as you can. I put together a video like that and then you can have Facebook create a new audience, a new custom audience with people that have watched a certain percentage of your videos. If you sort it by people who have watched 95 percent or more, they will be more relevant, but it will be a smaller audience. That's the trade-off. If you need a larger audience, then you could go to people that watched 25 percent of your video or 50 percent. The idea here is that people would only stick around and watch 50 percent or 95 percent of your video if they are interested in what you're talking about. That builds that next custom audience and this audience is going to be more focused and this is where I'm going to begin to really focus my advertising dollars and my retargeting campaigns from here down the funnel. Kurt Elster: I love product videos, especially to get that initial traffic. They're moving in my timeline, they indicate a higher level of sophistication that if I just had an image ad. What makes a good video? What are the caveats here? How long should they be? What should I go for? Bullock: There's a lot of testing being done and it depends on your market. That's the thing that, unfortunately, you hear over and over again, is that it's all about testing and experimenting, which is also cool because you can find out the answers for your particular store by running a few tests. Having said that, I have had really great luck with videos that are two minutes or less. I've got a friend who actually had these seminars that he had recorded and posted. We're talking like 60, 70 minute seminars, and he posted those and gave those a shot as well, and figured, "Boy, if somebody sticks through that whole thing, then they're definitely interested in what I have to say." He came with a really small audience, the very focused. What I normally do for an e-commerce store is a two minute product video. You could feature a bestselling product, a new product. I've had great luck with behind the scenes footage, customer stories, all this stuff that gives customers a behind the scenes look at who's running the company and about your products. Helps to form that relationship so they can start to trust you, and the next time you speak to them, it's not, "How do you do, sir?" a cold new introduction. Now you can speak to them as acquaintances. You already know each other and something about each other at this point. Kurt Elster: The only caveat...Go ahead. Bullock: One last point on that...Go ahead, Kurt. Kurt Elster: Videos, if you watch, you can graph in Facebook how long people watch, like what the drop-off is. It looks like a black diamond ski slope the longer it gets. Even a two-minute video, I've seen you'll lose 60 percent of people in the first 30 seconds. Anyone past 30 seconds is like super engaged because they've watch the whole thing. The only caveat I've seen is you have to assume that the video has to work without sound. Either at close captioning to it, which they make very easy, or just try use title cards to try and have it make sense without sound. Bullock: That's exactly right. Another thing that I would like to add is you can include call-to-action link. The three that I use most often for ecommerce, I had to shop now, learn more, or signup. There's little call-to-action there. Even if they don't take action, if they only watch the video, they are now in your funnel, which is pretty amazing. Kurt Elster: Do these have to be professionally produced video, or can I just take my iPhone 7 and turn it horizontal and film myself talking? Bullock: That's exactly right. It's funny. A lot of times, people see a slick production and skip it. It seems marketing material. It's something that at apartment put out, maybe. When we see somebody that has a phone turned towards themselves or they're filming a product, as long as it's not real shaky and annoying in that way, then I've had really great results with that. Oftentimes, better results with a slightly Lo-Fi video compared to the really polished ones. Kurt Elster: Because it feels authentic. Bullock: Polished ones feel really effective. That's exactly right. You get the authenticity, which is what people are looking for when they're engaging and trying to learn about your business. Kurt Elster: At this point, in theory, the person clicked through the ad or watched most of the video. Now, what do I do with them? I'm assuming they haven't bought yet. Bullock: If they have bought, then you can eliminate them from the rest of this ad funnel. What I typically do is after I have them sorted by, let's say, people that watch 50 percent or more of your video, then I start making what maybe would be my old cold offer. For instance, you could take a carousel ad of your five best selling products. Send that to them with a promo for new customers. First time buyers, promo code, and here're some of our top products. Now, instead of running this ad right into the huge audience, it's a more focused audience for advertising, those are more effective. It's interesting that further you go down the funnel, the higher your ROI and the lower your cost, your CPM goes down to the cost observe a million impressions to your viewers. That's the next thing I do, is try and get them to the site to take a look at a product. Kurt Elster: How do we do that? Bullock: Oftentimes, I use those carousel ads. Kurt Elster: One of those? Bullock: Yes, carousel ads with top selling products are awesome for that step. Once they make it to your site, then the efficiency of your ads go ways up. It goes way up because you can see what they looked at, and the next ad that you show. If they didn't convert, then the next ad you show them can be related to whatever they checked out on your site, which is amazing. It's awesome. You can deliver a message that is appropriate to a product they look at and how far they are down the funnel. If they've added the card, then you can send them a card and didn't purchased, then you can send them on a banning card message. Kurt Elster: These are all variations on re-marketing, right? Bullock: Yes, you got it. Everything is re-marketing below your initial cold traffic campaign. Once you have a custom audience built, then you are re-marketing, which is super effective. Kurt Elster: I love re-marketing. Essentially, you're only showing ads to people who raised their hand. Suddenly it goes for people who you really like. You're a street vendor at that point just yelling at them in their news-feed like, "Hey, check this out. We're selling Simpson and Son Tonic." Like that, how it feels when it's just these drive-by ads versus the re-marketing ads. Those people evolve. They have in some way raise their hand and said, "Hey, I am recently interested in what you're selling." They're familiar with it. It doesn't feel quite so strange, it feels personalized. The other thing is you're no longer biding against this huge pool. You're only targeting your own audience now. Suddenly, the cost per click goes way down. Bullock: Absolutely. There's new features that Facebook has ruled out you. Not everybody will see this in their accounts if they were to look today, but they're ruling them out actively right now. For instance, when somebody makes it to your site, you can now do things like you can create a custom audience of people that have added a particular item, or added anything to their cart more than once. Let's say seven-day period without making a purchase. You could target people that have purchased a certain amount in a time period. You can target people that have looked at, let's say, five pages or more. There's all kinds of cool stuff that you can do now with these new audience. The way that you find those is when you're building custom audiences just like the way that you normally would in Facebook, there's a new button that will appear. It says, "Advance mode." If you click on Advance Mode, that's where you can really unlock all of this potential. It has modifiers like it will sum numbers for you, do greater than, less than, at least, all kinds of cool stuff. The goal of this is obviously to find the most relevant audience. Pick up the low-hanging fruit, the people that are ready to take that next step and give them the right offer. Kurt Elster: If you've got an existing store, you have existing traffic sources, I would focus on editing the re-marketing because that's your low-hanging fruit. You can add this safety net of sorts to bring people back to the site. We know on the average, I don't even need to see the site. People will have to see it like, three, four, five, maybe up to eight times before they make a purchase decision. What was I going to say? I lost my train of thought. Versus if you have no traffic, then the re-marketing really is going to be a struggle. It's nice to put it in place early because you only need an audience of 100 people before they'll start showing. You want to focus on that top of funnel, which is so much harder. With videos, it really makes it much easier because they're engaging. They don't have to be high production or crazy. Bullock: This could be anywhere, but it can be the top of your funnel cold. Now, Facebook lets you target people that have engaged with your Facebook page. It lets you target people that have opened up a new type of ad. It's not that new anymore, but a lead ad. There's all kinds of ways that you can build these custom audience. It's where it used to just be people that visit your website. Now, you can target people. They are taking different actions with your content on Facebook. If you are getting started, you don't have a great web presence, then you can start with a Facebook presence, or just start posting content on Facebook and targeting people to interact with. You can send ads to people that thumbs up your post, if you want, or share them, or all kinds of different actions. It's a great way to fill the top of your funnel, and of course build those re-marketing audiences. Kurt Elster: There's lots of great advice here. In 20 minutes, we packed in a ton of info. I'm sure some people's heads are swimming with the stuff. You put together a download that walks us through it. What's that about? Bullock: I put together a download. It's got 14 different targeting custom audience setups that we run through. With screenshots, that will show you how to create them on your end. I was talking about how to target people that had purchased two times or more in 30 days. You can see exactly how we put that together. You can download that from our site. The web address is producedept.co/unofficial-shopify-podcast. Kurt Elster: I'll include that link in the show notes, of course, for people. You sent me the PDF. I've got it in front of me now. It is literally screenshots of here is the custom audience, here's exactly how to set it up in Facebook. It makes it super easy to start experimenting with stuff right now. Bullock: You could start using the stuff this afternoon with your ads and see better results, make more sales, target the right audiences. Kurt Elster: Kurt, we're coming to the end of our time together. Do you have any closing thoughts? What's one thing you wish every shopify store owner would do? Bullock: The crown jewel of Facebook advertising is getting dynamic product ad setup, that's another episode. You could Google it, but they're amazing. It's something to strive for. It's not very difficult to setup. That's one thing. The other thing is really just focusing on learning how to create cold traffic. As you mention, that can be the most difficult part, but that's the key. It's learning how to bring cold traffic into your funnel. If you can do that, then these other campaigns that we've talked about will take care of the rest and bring people safely down to purchase and repeat purchaser. Kurt Elster: Where could people go to learn more about you? Bullock: You can check out our main site, which is producedepartment.co. I've also got another site, kurtbullock.com, which has some of the other things that I work on. I have developed some software ads and that sort of thing. Kurt Elster: That was incredibly helpful. I hope people start experimenting with these new features in Facebook ads. They're really quite extra ordinary. It was years ago, you had to be some big enterprise to have access to stuff like this, with a huge and minimum advertising budget. Now, Facebook has absolutely democratized it. They have made it available to everybody. It's extraordinary. Anyway, Kurt, thank you. I appreciate it. I learned a lot. Bullock: Thanks a lot, Kurt. Kurt Elster: I have an announcement. Our first Shopify app went live in the Shopify apps store on Tuesday of this week. This episode comes out Thursday, went live on Tuesday. It is a crowdfunding app. If you have an existing store with an existing audience, but you want to have better pre-orders, our crowdfunding app, it's called Crowdfunder, we'll let you setup a countdown timer, show how many have purchase, set funding goals, and then chose what happens when it ends, and if it was fund or not. It's very cool. It's got a free trial. It's only 90 bucks a month after that. [background music] Kurt Elster: Check it out. I would really appreciate it. Go to the App Store, search Crowdfunder. Thanks, everybody, and we'll be back next week.

When you want to create a successful Facebook ads campaign, what do you do? Well, hopefully you map your game plan and identify your exact target before doing anything… (we covered this in episode 109) Once you finish the prep work, you open up Power Editor or Ads Manager to start creating your campaign… It’s at this point you’re faced with your first (critical) decision of actually getting your ad up and running. ...selecting your “Campaign Objective”. With the Objective, you’re essentially letting Facebook know what kind of results you’re looking to achieve with your Ad campaign. You’re selecting an objective that aligns with your goals. But with all the options Facebook makes available, not to mention the optimization settings, it’s not surprising that a ton of people tend to get tripped up by this step. And, I gotta say, getting this step “right” is vital to the success of your Facebook Ads. Because in most cases, the options you choose for the objective and optimization have massive impact on your campaign’s overall results. This week’s episode of The Art of Paid Traffic is dedicated to helping clear up any confusion you might have around choosing the best objective for your Facebook ads campaign. On Today’s Show You’ll Learn: The ins and outs of each campaign objective Facebook currently allows you to select when you’re setting up your Ads How to select an objective that fits your overall goal for the campaign Which category of objectives you should focus on when you go to setup a new campaign in Ads Manager or Power Editor Where your budget is being spent when your Ad is up and running How to optimize your ads so that Facebook’s algorithm works for you The objective and optimization settings I suggest for most people’s businesses and marketing goals And a lot more…

Hard work is, well, just that -- hard work. It's stuff we don't always like doing yet the reward on the other side is often the greatest.  We all wish we had a magic button we could push, or a pill we could pop, to miraculously start seeing results from our efforts. I get it, I'm like that too sometimes. It's a mindset I often see when I work with students who want to use Facebook ads for their business. They dive right into Ads Manager and Power Editor. They take time to understand the technical side of setting up their Facebook Ads. But when their ads start running, they expect to see dollar signs flying right out of the gates. Yes, the power of Facebook Ads does make it possible to see pretty fast results. But first, it requires some critical “pre-work”. This is the stuff that needs to happen before you even begin setting up your ad campaign. On this episode of The Art of Paid Traffic, I cover all aspects of that “pre-work” and explain the three critical elements of a successful Facebook Ads campaign. I break down the details of exactly what you need to spend time on if you want your Facebook Ads to be successful. You'll learn the ins and outs of the “hard work” most people miss, or simply don’t want to do, before they start running their Ads.  The hard work that will drive a successful campaign. The good news is that a big part of what makes this work seem daunting for people, is just the fact that it’s brand new and feels unfamiliar. So, what do you say we fix that today? Let’s get into it so you can get using Facebook Ads the right way... ...to see real results that grow your business each and every day. On Today’s Show You’ll Learn: The step-by-step system to quickly grow your business with Facebook ads Why most people think Facebook Ads will make money magically start flowing into their bank accounts...and why (unfortunately) they’re wrong Which types of offers work best as part of a Facebook Ads strategy What you need to do to convert your Facebook audience into high-quality leads How the 3 critical elements can help you convert leads into a long term customers A game plan you can leverage to see almost immediate results with your Facebook Ads And a lot more…

Fine tune your ad writing skills as the Perpetual Traffic crew reviews ad copy from businesses making education, SaaS and eCommerce offers on the Facebook ad platform. Keith, Molly, and Ralph reveal what works and what doesn't with the hooks, headlines, and calls to action of these ads.   To see the images of each ad visit digitalmarketer/podcast and access the Episode 59 show notes.   IN THIS EPISODE YOU’LL LEARN: How Concordia University uses a great "hook" and "copy specificity" to sell women on going back to school. A classic ad copy formula (used by SaaS company, SamCart) you can apply to virtually any market. How Zenreach uses ad copy to drive video ad consumption (and the simple tweak that would likely improve performance). Plus, we'll warn you of a recent change with the Facebook Ads manager and Power Editor that may be affecting ads you're already running.   LINKS AND RESOURCES MENTIONED IN THIS EPISODE:  Canva - Build beautiful Facebook ad images, effortlessly. Zenreach - See the video ad Keith critiques on the Zenreach home page.   Press and hold link to visit the page Show Page Notes   Thanks so much for joining us this week. Have some feedback you’d like to share? Leave us a review on iTunes!

Hi there folks! Creatives Meet Business is an event and podcast series based out of Austin, Texas for creatives of ALL disciplines to get from zero to one in thinking of themselves as business owners (in the creative sector). We recorded the content for this podcast at our live event in June. This episode features Alejandra Cos, a Strategic Account Manager with Facebook. Her episode on "Paid Strategies for the SMB" goes into Facebook's algorithm for serving ads and what you can do to best position your ads for success. The discussion ranges from the type of content that performs best on Facebook to what does best on Instagram to bids and budgets and custom lists and lookalike audiences to relevance scores and so so much in between. This episode will knock your socks off (unless you're already sock-less). :15 to 3:30 - Introduction This episode pairs nicely with "Storytelling and Social Media with Ryan Johnston" - go back and listen to it if you haven't heard it yet. Overview of what's to come from Alex Facebook resources: Power Editor (don't use it with Safari!) Facebook for Business (FAQs) Facebook Blueprint (training videos for advertising on Facebook) Awesome resources for designing creative: "15 Great Resources to Create Quick and Beautiful Images for Social" - blog post from Hootsuite  Canva (full service image creator) BeFunky (full service image creator) Creative Market (design assets) Unsplash (free stock photos) 3:36 to 5:10 - Why Facebook? Targeting - people-based marketing as opposed to cookies High intense signals used to run ads 5:12 to 6:27 - Difference between the social media platforms, what to advertise where Facebook - stories from friends, family, loved ones People scroll through things that they value in life, the best way to stand out as an ad is to blend into timelines / scroll Instagram - a platform where people go to get inspired (not necessarily by friends) Sometimes the platforms aren't used for the same purpose, be mindful of this when creating your ad creative 6:30 to 8:06 - Understanding your objective Know your business objective and match it with what's available on Facebook Like campaign example - if you choose this as your objective, Facebook will use its algorithm to find people who like Conversion campaign example - if you choose this as your objective, Facebook will use its algorithm to find people who take action (complete a lead form, sign up for an event, sign up for a newsletter) 8:07 to 9:13 - Know what audience you're wanting to reach Requires testing! Create a lookalike audience from uploaded customer email lists 9:15 to 10:08 - Creating Creative! Most of the real estate is the image You have a second or so to capture someone's attention as they scroll, the image has the most stopping motion Ensure a good timeline experience 10:08 to 12:05 - The Good, The Bad and The Delivery (of Ads) X'ing out an ad affects how the ad is delivered (delivery slows and loses the auction more and more) Captivating Ads win more auctions Relevance Score (1 to 10) - how these work. A 6 or above is recommended 12:06 to 13:15 - Testing! Look at signals from reporting & metrics and make your campaigns even more relevant A/B Test - Test with one variable, otherwise it's hard to track which variable contributed to the better performance One example of testing is to keep the content the same but add multiple images and see how each image performs separately  13:16 to 15:05 - What About When Your Ad Isn't Performing...? Tips to combating under-delivery - your budget wasn't reached in ad delivery Review your bid - amount you're willing to pay for the desired action Keep within your budget, but its recommended to pay toward the higher end of the funnel for the bid Budget - how much the campaign will spend per day or in its lifetime Facebook auction process Be mindful about audience overlap - don't compete against yourself for an audience 15:06 to 16:20 - Frequency  If you like a page, you can see 3 ads tops per day If you don't like a page, the maximum you can see is 2 ads per day Audience overlap example with frequency 16:26 to 19:11 - Closing Time (Tools and Helpful Bits) Facebook Business (FAQ that includes pretty much anything you could imagine) Link to FAQ about my inquiry about which creative serves best for Facebook or Instagram  Link to event on 8/16 (Taxes & Accounting) Announcing... the launch of the CMB advice column! Go to the comment section of the website and send us your questions! If you like what you hear, share the podcast with your friends, like and comment. To stay in the loop - follow us on Twitter, Facebook or subscribe to the newsletter. Stay tuned for next week, we'll be posting another episode featuring one of the pros from the Social Media edition. Thanks! Ashland, Creatives Meet Business

Note: we've now started adding full transcripts to our podcasts. Scroll down to find todays one. Three Types of Ads to Consider When Creating Facebook Advertising Today we are talking about Facebook advertising. If you are all about organic, we also have a podcast about organic Facebook reach coming up. Facebook has been putting more emphasis on advertising, and I know it something that many of you grapple with. A nice thing about Facebook advertising is that you don’t have to invest a lot, and it can have immediate results. I have done some Facebook advertising, especially when I have a product to launch. But since I’m not an expert, I brought in one of our Facebook advertising subject matter experts. Angela Ponsford from Dotti Media. Today Angela is going to share some tips on how to create our first Facebook ad. Listen to this episode above here on the show notes or check it out over on iTunes here. In Today’s Episode How to Create Your Facebook Advertising - 3 Types of Ads to Consider Boosted posts Facebook tracks everything that you do It uses the information to build a database of your interests and likes It also measures what you do off of Facebook, like clicking on links or spending time on a website As a marketer, you have that information available to you Facebook determines objectives for each type of post The objective of a boosted post is to get engagement on that post within the Facebook platform, someone liking, commenting, or sharing that post If you want to get people to a blog post on your website a boosted post is not the best way to do that At Dotti Media, we used a boosted post to get feedback from our Facebook fan page because we wanted engagement on that Facebook post Before you click on the boosted post button, be sure of what action you want to take Clicks to website ads From Facebook’s perspective, these are designed to get people to click out to your website They will show the ad to people who have historically clicked out to other websites To set up a clicks to website ad Click the link in your status update Paste the URL of your website post in the status update box Then go to the Facebook Ads Manager or Power Editor to set up the Clicks to Website Ad Website conversion ads The difference between a clicks to website ad and a website conversion ad is that with the website conversion ad, you want a user to take an action on your website There is a bit more to set these up because you need to install the tracking pixel - a piece of code on your website that allows Facebook to track visitors on your website This is a powerful Facebook ad, and it can give you powerful insight into your audience Full Transcript Expand to view full transcript Compress to smaller transcript view Darren: Hi there, it’s Darren from ProBlogger here. Welcome to Episode 129 of the ProBlogger Podcast. Today, we’re going to talk about Facebook Advertising. I know some of you are probably about to hit the stop button because you’re not interested in Facebook in terms of advertising because you're all about organic, that’s great, that’s totally fine. We’ve actually got an episode on organic Facebook reach coming up soon. But as most bloggers are aware, Facebook has been putting more and more emphasis into advertising as a way to reach your followers. So, it is something that I know many of you are grappling with. One of the great things about Facebook advertising is that it isn’t something you need to invest a whole heap of money into. It can be something that you can get into for just a few dollars and it can have immediate results on your side. I don’t do a lot of Facebook advertising, but we over the last year have put more emphasis into it particularly when we’ve been launching products or when I have a key blog post that I ne...

Podcast Rewind: Podcasts on Jeopardy This week PODCASTS was a category on Jeopardy. This again shows how podcasting is growing and becoming more and more main stream.Awareness over the last year has gone from 48% to 49 % now it jumped to 55%. The percentage of people who have listened to a podcast is up to 36% (90 million people in the US) up from 33% the previous year and 30% the previous year.    It's OK, You'll Be Fine So I've been holding these "Podcasting Puzzle" webinars that feature podcasting 101 information. I love talking to people about why they haven't started. You know all the reason why you should start, all the ways you can benefit from a podcast, and yet here you are... no podcast.  Well I know how you feel. Now you might be thinking, "Dave you have been podcasting for 11 years, no you don't." Well, I'm here to tell you I do. Here is why. I've been planning on using Facebook Ads to promote the School of Podcasting. I watched countless videos. I know all the pros. I know not to promote a post and to use the Power Editor. I have videos that pretty much walk me through the process and yet here I am ... no Ads. Why?  It's new, and I don't want to waste my money. I don't want to waste my time. I don't know what I'm doing.  There have been things I've waste money on (exercise equipment over the years, guitars, etc), there have been things that I've wasted my time on (marriage, diet), but when I look back on those items they aren't really a waste. Here is why: I came out a better person with a better understanding of my strengths and weaknesses. I learned that some things that work for others won't work for me.  It got my toe in the water of a new thing, that allowed me to carry on. It was the price of a launch Rebranding Your Podcast Today we talk with Kathy Kelly of the Special Mouse Podcast. She's been doing it for years, and feels she has said all there is to say on the subject, and is having a hard time recommending Disney due to the rising cost of just attending the park, and they seem to care less and less about people with special needs (way to have integrity!), but she didn't want to quit podcasting. She enjoys her Facebook group, and the relationships she has built with her audience. So what is she going to do? She is going to create a show for mothers of autistic children. She will keep enjoying the relationships she has built, and quick talking about things she doesn't want to talk about (Disney).  Because her new podcast is very similar to her old podcast she can rebrand (change the name and artwork) and keep her old audience, reviews, and subscribers. She will make a new feed for her old show (Special mouse) and keep her audience with the new show.  Where I Will Be Speaking Podcast Movement July 6-8 in Chicago (use the coupon code sop40 to save) Podcast Mid Atlantic Septemeber 9-10 in New Jersey use  http://podcastmidatlantic.com/sop to save 10% Because of His Podcast: Michael Butler Gets a New Computer! When Michael Butler found out his old computer needed $600 worth of parts, he turned to his audience who had someone who was able to get him a computer for free. Michael was down to recording his show on his Phone using the Bossjock app. 

With the right message and strategy, you can have an incredibly effective and affordable ad campaign on Facebook. However, navigating the ad platforms, picking the right ad types, and setting up your campaigns for success can be really confusing, even for seasoned veterans. Zach Stone and Molly McCormick hosted the April 2016 webinar to teach you how to build effective Facebook ads from the ground up. Check out the recording to learn: The difference between Power Editor and Ads Manager (and which one you should be using), When to boost a post and when to run an ad campaign, Your Facebook advertising options, and How to set up your campaign for success. As promised, here is the tool that will identify the amount of text in an image, and if your ad is not approved but you believe it was a mistake, you can appeal a disapproved ad here. Want to make sure you're targeting the right people? Use this guide to define your perfect client or patient.

  Facebook Canvas ads, when clicked, expand to full-screen size, giving users an immersive branded experience. They’re effectively mini-websites built within Facebook - with the advantage for Facebook being that people don’t have to leave their platform to view the content. Within a Canvas ad, users can “swipe through a carousel of images, tilt to view panoramic images and zoom in to view images in detail, making the Canvas experience immersive and engaging in a way that mobile sites aren’t”. HOW DO CREATE YOUR OWN CANVAS ADS? In Facebook’s official announcement, they note that: “The tool is available to advertisers in both Power Editor and the Publishing Tools tab on their Page.” To get access, you can fill in this form. Once the tool becomes available to you, you’ll be able to start building your Canvas through either your Page (under the Publishing Tools menu) or through Power Editor. Facebook has a detailed, step-by-step guide on how to create Canvas ads available in their Help section including details on how to add each Canvas element and build your Canvas experience.   About Vincenzo Landino:   Vincenzo Landino is a brand correspondent, speaker and live streaming strategist. He has worked with brands such as, Applebee’s, Barilla Pasta, Paul Mitchell Schools, Tinder, DC United, SocialFresh and more!   Voice Over provided by Amy Schmittauer (intro) and Rachel Creveling (outro)   Enjoy the podcast? Give us a rating or a review on iTunes!  

    Interview mit Anja Greszik alias Kopfkind Dieses Mal mit dem Kopfkind, Anja Greszik. Kopfkind ist ihr Künstlername. Da sprechen wir auch in dem Interview drüber, wie sie dazu gekommen ist und Anja ist eine super, super gute Fotografin und dazu noch die aber, aber, aber hammer Social Media Expertin vor dem Herren. Also ich kenne niemanden, der mehr Know-How zu dem Thema Social Media hat als Anja und ich habe schon viele Leute kennengelernt auf dem Gebiet. Auch schon viele Leute verfolgt, gelesen, Workshops besucht und muss sagen,  das ist echt, echt oberstes, oberstes, high, high Level, was Anja da performed und abliefert. Anja ist auch eine Teilnehmerin bei uns im DNX CAMP in Jericocoara und am letzten Tag habe ich Anja dann bei uns in der Villa geschnappt, um mit ihr über das Camp zu reden, über die Cruise, wo sie auch mit am Start war, über ihre Digitale Nomaden Erfahrung, über die neuesten Trends im Social Media Marketing.  Das Interview ist richtig spannend geworden, viel Spaß damit! In dieser Folge lernst du: Was  Multiproduct Ads oder Carussell Ads sind. Was es für neue Möglichkeiten bei Facebook gibt. Wofür der Power Editor gut ist. Schreib mir an marcus@lifehackz.co, hinterlass eine kurze Bewertung auf iTunes und abonniere die Show! Sicher dir jetzt kostenlos das ultimative DNX Erfolgskit für Online Unternehmer mit meinen 7 Erfolgsgeheimnissen für deine persönliche und finanzielle Freiheit

On today's episode of The Art of Paid Traffic, I've got a really cool case study... I’m talking with Amanda Greville from Rock Paper Gifts, a wedding invitation and paper goods company. Amanda’s been running Facebook ads for her business for about a year now, doing what most beginners do -- boosting a post here and there. She decided that it was important to keep learning Facebook ads so that she could keep bringing in new business, so about 6 months ago, she started taking things seriously and began using Power Editor to create her ads. And that’s when the real fun began! She started seeing some good results and tested different ad formats until she knocked it out of the park with one ad format in particular. And when I say knocked it out of the park I mean she got a 5000% ROI! Here's what you're going to learn on today's episode: What Amanda did to get that 5000% ROI The ad formats that she’s tested and the one in particular that’s given her the best results What kind of ad copy she’s using What her sales funnel looks like, and a lot more... If you’ve ever doubted that Facebook ads can’t work for a niche higher priced product, you’re gonna love this episode!

Today's episode is going to be a little bit advanced, but stick with me here, I think it is really worth the effort to at least understand the marketing concepts that we're going to be talking about. In fact, I think that the subject of today's podcast is likely the best opportunity that there is to market your veterinary practice. Today we're talking about Facebook Pixels.  So What Are Pixels? Pixels are pieces of javascript code that Facebook provides. You put the Facebook pixel in the head section o your webpage so that when someone visits the site,the piece of javascript runs or "fires" and you are now able to track the person who is visiting that page or the event that just occurred. So pixels allow you to do two main things, one is build lists of audiences who have viewed certain pages or pieces of content that you create and/or they allow you to track and optimize ads for events like newsletter opt ins, form opt ins, purchases, cart abandons and other things.  In the past, with Facebook pixels you had to create unique pieces of code every time you wanted to either create a new list to market to or track an event, but Facebook has recently changed the way pixels work. Now you get a base pixel that is standard for, the way you customize them for event tracking is by placing a little identifier that Facebook provides for you to copy and paste into your base code.  So once you copy and past your pixel into your veterinary hospitals web pages, what can you do then? This is where some marketing strategy comes into play. By using segmented content built around offers that you have at your veterinary. It is really easy (at least comparatively) to get people to click and consume content instead of getting people to actually opt in to something to build your marketing list, so using pixels allows you to create segmented interest based lists without having people opt in.  So I cover several examples that you can test, that will allow you and your practice to actually attract new clients, easily measure ROI and create content that your audience really wants.  Facebook video also has a really cool pixel feature within the Power Editor that I cover.  I know that this is definitely one of the more complicated episodes, but if you can implement the ideas in today's podcast your veterinary practice will be able to create dependable growth.

This week the Perpetual Traffic experts are answering listener questions about buying website traffic. The questions come from the Facebook Ads University and Digital Marketer Engage Facebook communities.   
Press and hold link to visit the page Show Page Notes

Jon Loomer shares advanced Facebook advertising tips and tricks using the Facebook power editor http://jonloomer.com

Kristen Robinson, Military Spouse Business Mentor and Owner of KR Design, joined me on the show to talk about Facebook Ad Marketing. Kristen is also a member of Podcaster's Paradise and shared four easy steps to creating your Facebook ad. She talked about getting started with FB ad marketing on a budget. She also offers a free step-by-step guide for creating your FB ad. Kristen shares key tips on getting your ad seen. There is also a free headline analyzer to test your ad headline.

In this episode of The Ask Juliet & Clinton Show we answer the following questions:   1. Michael, Naturopath from Melbourne, Australia:   "I've been in private practice for over 15 years now, but I'm noticing it's getting more and more competitive in the natural health space as the colleges are churning out so many new students these days. I specialise in irritable bowel syndrome and gut problems, but it's not a very exciting topic. Do you have any ideas how I can stand out from the sea of new naturopaths putting a shingle on their door and competing with me? I'm fairly savvy online, have a newly designed website, I'm on Facebook, Twitter and Instagram and have used Facebook Ads and Google Adwords before, but I'm not sure what the best strategy is to reinvent and redefine my business. Thanks!"   2. Sandra   "Is there any way I can make my website to look better on mobile phones without getting it redesigned? My website doesn't look good on my iphone."   3. Jonathon, Therapist from New York    "Hi there. I'm a therapist in New York and I specialise in working with gay men on the Upper West Side of Manhattan. I can command high fees as I've been in practice for 13 years, but I want to cut down on my individual work and leverage my time by doing more gay men's group work.   I'd like to use Facebook Ads to fill my groups, but I'm not sure what's the best strategy to use. I've done a course on how to use the Power Editor, so I have the technical skills to get started but I don't know how much I should spend on my ads and how long they should go for. Thanks for your help. Love your podcast Juliet and Clinton!" Get the show notes with all the links and resources mentioned in this episode at http://askjulietandclinton.com/25

There is no better marketing platform available right now than Facebook. Recent changes left business page owners frustrated and all but giving up as it is now nearly impossible to reach a decent portion of their subscribers. In this episode, I cover a few quick tips to help increase your reach and your engagement, and also discuss why you should be paying more attention to the Facebook advertising platform, namely the "Power Editor." Facebook is still your best friend when it comes to marketing, you just have to have a strategy and know the best way to go about it. If you enjoy this episode, please feel free to leave a 5-Star Rating!  

My interview with Valerie Shoopman from www.valerieshoopman.com was a very insightful one when it comes to Facebook advertising. Oh my how things have changed! Valerie helps clear up some of the confusion when it comes to marketing your business on Facebook and choosing the right kind of ad for you. Why you need to niche down your business Anchor clients - How they help you grow your business Setting your goals and revising them daily Facebook marketing and choosing the right campaign for you Different types of Ad campaigns and choosing the right one for you Boosted posts vs Ads Manager Tracking your Facebook ads How to gain the most control and best results for your ads Ads Manager vs Power Editor

You may know Jon Loomer as the "Facebook Ads Guy" but in this episode of The Pivot, host Todd Wheatland dives a bit deeper behind the man who is a Power Editor pro. Learn how this Philosophy Major from the Midwest found his way to entrepreneurship by way of the NBA and The American Cancer Society. Jon also discusses how choosing a tight niche in marketing has allowed him to grow his brand and his business. 

This is the audio version for the blog post found at https://www.jonloomer.com/multi-product-facebook-ads/

Pull up a barstool! In this week's Pubcast, Jon cracks open a Guinness and covers the following topics...   The Redesign Why? History What? Parallax Pro New logo tweak New featured images Mashshare Commenting Support TOO MUCH FACE? More Plans Falling out of love with Infusionsoft PHC site moving PHC Revamp (more content) Referral Program Fewer Courses Updates to Power Editor   Multi-product ads Partner Category Cleanup No More Unpublished Posts?

Today’s episode is a solo episode where you'll learn all the latest changes in how you set up your Facebook ads in Power Editor. Facebook’s made a lot of changes over the last little while with how you set up your ads in Power Editor.  And depending on where you are in the world, you’ve very likely already received these updates. In this episode, you’ll also learn how best to set up your Pricing & Optimization for the most leads at the lowest price possible.  You’ll also hear my suggestions for split testing your Facebook ads so that you get a true picture of which ads are performing the best.

Voici le numéro 37 du podcast Rendez-Vous Numérique! Retrouvez-nous sur http://www.rendezvousnumerique.com/ sur iTunes (Audio) http://ow.ly/u7qUj ou dans le flux RSS (Audio) http://ow.ly/u7r3w pour votre lecteur de podcast. Chaque semaine, +Benoît Chamontin (www.geeksandcom.com), +Benoit Descary (www.descary.com) et +Sébastien Gagnon (www.sebastiengagnon.com) reviennent sur l'actualité des médias sociaux et donnent leurs conseils / opinions pour votre stratégie numérique. Au programme cette semaine notamment : - Facebook ajoute des paramètres de classemennt aux publicités ; - Facebook ajoute les paramètres du fil d’actualité ; - Les offres arrivent sur Twitter, mais uniquement aux États-Unis ; - Twitter va suivre les applications téléchargées par les utilisateurs ; - L'API de recherche ne sera pas offerte aux développeurs tiers ; - Google permet maintenant de voir la liste des appareils qui se sont connectés à votre compte ; - Les créateurs de contenus auront plus de contrôle sur l’URL de leur chaîne ; - Skype maintenant multitâches sur Android ; - Pourquoi utiliser le Power Editor de Facebook pour ses campagnes de publicité ?

This is the audio version of the blog post found at https://www.jonloomer.com/track-optimize-multiple-facebook-conversions/

Take advantage of an additional stream of profitable traffic that is very easy to setup. Dustin Miller joins Maria to discuss the ways you can leverage Facebook Advertising to target current customers, leads, lookalike audiences and users who have visited your website, but have not converted. Learn how to setup basic ads as well as more advanced ads using Power Editor to convert these users into customers.A step-by-step guide and PPC Best Practices Tutorial is available at PPCProfessionals.com.

This episode of the Online Marketing Made Easy Podcast, is the third Ask Amy episode. This is a new feature that I’ve added to my podcast. As I mentioned in episode 30, every other week I’ll answer your questions about online marketing, Facebook marketing, Facebook ads, webinars and email marketing. To submit a question, all you need to do is go to amyporterfield.com/askamy and leave me a recorded message. Your question just might be the very next one I choose for the show! Here’s the summary of the question for this episode: “In episode 29 you talked about how to hyper-target your audience using Facebook ads, and you specifically talked about retargeting. Can you put retargeting ads in both the newsfeed and the right-hand column and if so, which option works best?” Key Takeaways Retargeting ads use a tracking pixel that you’ve put on your website. You can set the pixel to track for 30, 60, or 90 days. Retargeting ads are great because they allow you to target the people that really care about your brand; they help you connect with your website visitors on Facebook. You CAN place retargeting ads in both the newsfeed and in the right hand column. It’s important to set up your retargeting ads in the Power Editor. I have better results with ads placed in the newsfeed, but it’s important to experiment to find out what works best for you. Lookalike audiences are very valuable but the results you get back from Facebook can be huge -- as many as a couple of million people. To narrow down the results, when inside of the Power Editor, under the “Audience” tab, you can select age, gender and so on to target even further. In addition to that, you can further refine your targeting by indicating that they need to be a fan of at least one of the Pages you add to the interest section (again, under audience).   

One of the most powerful advertising platforms that has ever existed is Facebook.  Marketers have more data and more opportunities to display their advertising to their exact qualified target audience than ever before.     Here to show us the “how-to” of tracking your ad performance so you know which ads are performing the best is Facebook Marketing Expert, host of the Entrepreneur Power Hour Podcast, and Life on Fire Elite-level coaching client, Valerie Shoopman!   Step 1 in the process is placing your Facebook conversion or registration pixel.  This is a small piece of code that is triggered (“fired”) when a person lands on a certain page.     The purpose of the conversion pixel is that it is only trigger when someone “converts”.    Meaning, if the initial step in your marketing funnel is for someone to input their name and email address, you want to know what percentage of people are doing that.     By placing the conversion pixel on what’s referred to as the “thank you” page (which is the page people are redirected to right after they submit their name and email address), the pixel will only fire for people who see that page.   Then, by comparing the number of people who clicked on your ad vs. the number of times your pixel fired, you will be able to determine your conversion ratio.   A second conversion pixel can then be created to track the number of sales you generate.  The process is very similar.  This piece of code would be place on the thank you page that gets displayed to anyone who places and order with you, therefore allowing you to track your entire sales process from start to finish!   To place the pixel code on your pages, the code needs to be place between what’s called the “head” tags.  With easy to use software such as LeadPages you can set up a thank you page and input the code in seconds!   You’re now ready to create your ad in Facebook!   Using Facebook’s tracking pixels, Val suggests using “Website conversion” tracking.  You would attach the conversion pixel you created (not the sales pixel, that is addressed in the next step) to this ad so Facebook knows how to track your ad.   The next step is to dive into the Power Editor in Facebook and attach the sales pixel to your ad.  This is what allows you to complete the tracking loop from the first click on your ad until an eventual sale is made!   And, finally, to see all of this tracking and what the progress and results of your ads are, it is helpful to customize Facebook’s reporting features.  This will allow you to display only the information you need to focus on so you can pause the ads that are underperforming and potentially increase your ad spend on the ads that are doing the best!   Great stuff, Val!   For more great how-to trainings from Valerie and interviews with top entrepreneurs search for “Entrepreneur Power Hour” in iTunes and subscribe, rate, and review the show!   Thank you for subscribing to our podcast in iTunes!  We believe in you!

On this episode of the Online Marketing Made Easy Podcast, we talked all about Facebook ad targeting. But before we get to that, I wanted to tell you about some changes coming your way related to my podcast. First, starting in June I am going record one episode per week, rather than every other week like I have been doing. Look out for some extra podcast love coming your way! Second, I am going to add an extra layer to my podcast and start recording an “Ask Amy” segment where you get to send me your questions and I will address them on my show. In full disclosure I took this idea from my good friend, Pat Flynn who now has a show called AskPat. I called Pat to ask if he minded, and in true Pat fashion, he encouraged me to go for it. Gotta love good friends like that. So if you would like me to address any questions you might have about online marketing, Facebook marketing, list building, content creation, webinars - anything goes - so just go to Ask Amy and you can be one of the first to leave me a question. OK, switching gears, let’s get back to our topic for today, Facebook ad targeting. I’ve invited my really good friend, Rick Mulready to come on the show with me so we could talk about what we both are seeing that’s working right now with ad targeting. Rick has an extensive online marketing background and teaches Facebook advertising to entrepreneurs and small businesses. The cool thing is that he is in the trenches daily experimenting with ad campaigns and getting some pretty big results; the guy knows his stuff. So Rick lives in San Diego and lately we’ve been meeting up at Starbucks and sharing insights about our experiences with Facebook ads. (Does that sound super geeky? We can't help it - we love this ad stuff!) The discussions have been so good that I wanted to get Rick on the show and invite you all into one of the most valuable discussions we’ve had, which is focused on Facebook ad targeting. In this episode, here’s what we’ll cover: The most valuable Facebook ad targeting options, including Interests, Custom Audiences and Lookalike Audiences. Which targeting option to choose when you are just starting out. How to target your website visitors with your Facebook ads. How to expand your targeting options if you feel you can't seem to find a big enough target that is effective. We'll answer the question, "How many people should I target with my ad? We will also discuss which ad metrics to pay close attention to so you know your ad is working. To help you navigate your Facebook ad targeting, I've included additional details in this post so you can understand how each target works and where to locate. I suggest you create your ads in the Power Editor.  Think of the Power Editor as a more robust "Facebook Ads Manager" dashboard. You can do more in the Power Editor and I highly recommend you test it out. (It's a bit confusing at first, but I promise it gets easier once you understand where everything's located!) I can't stress this enough:  The MOST important part of your Facebook ads campaign is targeting. Below I will walk you through some of the most important targeting features. There are two different places where you will set up your ad targeting.  When you are totally new to ads, two of the easiest targeting features you can use are "Demographics" and "Interests." To locate these two targeting features, go into the Power Editor, and under the "Ads" tab you will see  the "Audience" tab in blue. Once inside the Power Editor, when you click on "Ads" you will see the "Audience" tab. Under the "Audience" tab, if you scroll down a bit you will first see "Demographics" where you can set the age, gender and location for your ad targeting.  Scroll down some more and you will see: Interests, Behaviors and categories. Let me briefly explain each to you. Interests The "Interest" field allows you to type in the name of the Facebook Pages you want to target. When you target a Facebook Page, you are asking Facebook to show your ad to the fans of that specific Facebook Page. Note that sometimes when you type in the name of the Facebook Page in the "Interest" field, it won’t show up. If you have this problem, be sure to first go to the actual Page and check the name of the Page and make sure you type in the exact name of that Page. However, sometimes that won't even work.  Some Pages just won't show up in the "Interest" field - it's a Facebook glitch.  Frustrating, I know! Hot tip: Brainstorm a list of people, publications, other groups in your industry, and even competitors whose fans you may want to target. Hot tip #2: Use Graph Search, which is basically a search functionality inside of Facebook. It is a really long search bar across the top when you’re logged in to Facebook. You can conduct searches such as, “Pages liked by people who like __________” (insert the name of your page in the blank). This will give you a good idea of Pages you might want to target. Here are some other searches you may want to try: Favorite interest of people who like. . . Groups of people who like. . . Pages liked by people who like xyz Page and abc Page You can get even more specific and search for things like, “Pages liked by women who live in Canada who like xyz page.” Especially if you’re just starting out and don’t have a large email list or a large fan base, "Interests" is a great place to start. There are two other targeting sections right below "Interests." Let's explore those briefly. Behaviors Behaviors is located right under interests. This is a more advanced targeting technique. The way this works is that Facebook partners with 3rd party data companies that track people’s purchasing behavior outside of Facebook. Categories Categories is the section located under Behaviors. "Partner Categories" are similar to behaviors, where Facebook partners with other companies to get data. There are also "Facebook Categories" you can explore. If someone likes a Page about cooking, you can target a broader category such as food and dining. Neither Rick nor I use "Categories"  because it tends to be too general, so we don’t recommend them, but they are worth testing just to see if they might be a good fit for you. Custom Audiences Now switching gears here, let's talk about a few other Facebook ad targeting strategies that are even more powerful than the targeting above. Once of the ways both Rick and I set up our targeting is with "Custom Audiences" and "Lookalike Audiences."  You can create a Custom Audience by taking a list of email addresses of those who have subscribed to your email list and uploading them to Facebook. Facebook will check it’s database against your email list and find matches. For example, out of 3,000 email addresses, there may be 1,500 matching email addresses on Facebook. Now you have a list of 1,500 quality lead you can target inside of Facebook. (Note: You need at least 100 matches for this to work.) Lookalike Audiences Now with Lookalike Audiences, this is where the magic happens! Once you have a Custom Audience, you can create a Lookalike Audience. Facebook can take your Custom Audience and create another targeted list that is very similar to the one you uploaded. Since Facebook knows so much about our likes, interests and behaviors, these Lookalike Audiences are pretty valuable to say the least! Regardless of the size of your Custom Audience, your Lookalike Audience may be as large as a couple of million people. The ideal target audience size can vary. If you have a HIGHLY targeted list it can be as small as 1,000 people, but we suggest you keep your targeting groups to a maximum of 600,000 - 700,000 people. I usually try to aim for 500,000. (Note:  This does not apply for people targeting a very local audience. Your lists will be much smaller of course!). Targeting Set Up To set up your Custom and Lookalike Audiences, you will do this in the Power Editor a well.  When you log into the Power Editor, in the upper left you should see a drop down menu that says "Manage Ads." Click there and then click "Audiences." Once you are on the "Audience" page, you can click on "Custom Audience." From there, the image below will pop up.  To upload your email list to Facebook, click the first option, "Data File Custom Audience." In the "Data Type" you will see a few options for upload, choose "Emails." It may take a few hours for Facebook to check your email addresses against those in their system, so be patient and check back in a few hours. Come back to this exact same spot in the Power Editor and you will see the status of your new audience. Retargeting with Facebook Ads Another feature of Custom Audiences is the ability to create a target list from your website traffic.  This strategy is also known as retargeting. Here's how it works: You generate a pixel code from Facebook and then place that pixel on your website. Facebook begins collecting data from that pixel and creates a Custom Audience for you of your website traffic. Now you can target that Custom Audience and show your ads to them OR you can create a Lookalike Audience so you can have an even larger, targeted group to use as well. Below I show you where to access the Facebook pixel that you will add to your website.  Click "View Custom Audience Pixel" to get the instructions you need to place this pixel in the correct spot on your website. Once you have your Custom Audience of website visitors in place, you can then create a Lookalike Audience to expand your targeting. In the "Source" field below you will type in the name of your website visitors Custom Audience and Facebook will create a Lookalike Audience for you. This is some pretty powerful targeting because it's so much more focused that just targeting people who have liked a specific Page! Now one more thing I will add to the mix.  As you might already know, you can target your existing fan base with your ads.  You would do that in the same section where you would target "Interests."  But what you might now know is that you can also create a Lookalike Audience to target people SIMILAR to your existing fan base. In the "Source" field you will type in the name of your Facebook Page to generate your new target list. Key Takeaways Facebook targeting is one of the most important components to your Facebook ad success. If you have not done so already, take a little time to experiment with Custom Audiences and Lookalike Audiences. I am 99.9% sure that your audience is spending time on Facebook. My challenge to you is to create smart targeting options to go find them! 2017 Amendment Graph search is no longer available. Facebook has replaced it with a similar tool called Audience Insights. To learn more about Audience Insights, click here.

On this episode of the Online Marketing Made Easy Podcast, I decided to do something a little bit different. I’m currently promoting my signature program, Facebook Marketing Profit Lab. When I create a new program, I always create a free, value-packed training around the promotion. In this case, the training is called, “How to Create an Easy-to-Implement Facebook Marketing Plan that REALLY Works.” I deliver the training through live webinars, and after the promotion is over in a few weeks, the free live webinar will no longer be available. I have worked SO HARD on this training that I want it to live on beyond my promotion, and I thought that the best way to accomplish that was to present the training in a podcast. I think you will find it extremely valuable, and at the end of this podcast you will have a really good understanding of how to create a Facebook marketing plan that is focused on both the needs of your business AND the needs of your customers. In addition to that, this plan will actually help you produce leads and revenue on a consistent basis on Facebook. People have a lot of concerns about Facebook: They aren’t sure what they’re doing and they feel stuck They are frustrated with their list building strategies; their list is growing painfully slow Or, they are just frustrated with Facebook in general, but are still holding out a little hope because they really want Facebook to work for them because they’ve put a lot of effort and in some cases a lot of money into it but just haven’t gotten the results they were hoping for. And some people are just looking for a plan so they get see more fans, leads or sales through Facebook. If you can relate to any of that, this podcast is perfect for you! Specifically, we covered the following 7 steps that you need to Create a Facebook marketing plan that really works. 1. Create Your Lead Magnet To build trust and affinity with your Facebook fans, create a free irresistible giveaway that solves a problem or offers immense value. To ensure that your giveaway attracts your perfect ideal audience on Facebook, create something that is SO GOOD your audience would pay for it. 2. Set Up Your Lead Capture Page The next step is to create a webpage that will collect name and emails in exchange for your giveaway.  A well designed lead capture page is critical because it must convert. Instead of paying for a programmer and designer to create this page for you, look into using LeadPages. With this tool you could have a lead capture page up and running in 10 minutes! 3. Create a “Gotta Have It” Facebook Post and Turn It Into an Ad At this point you want to create a Facebook post that entices your fans to sign up for your irresistible giveaway. This post will become your Facebook ad.  To get maximum exposure and results, create an Unpublished Page Post (also known as a “Dark Post) in the Power Editor ads dashboard. Only run this ad in the News Feed. In this episode I promised to show the current Facebook ad I am running that is generating over $30,000 a month for me via my Facebook Marketing Plan. My Unpublished Facebook Ad When you go into the Power Editor, you will see the option to create an "Unpublished Page Post" and when you click on that link, this box will pop up.  This is where you want to include all of your copy and the image.  Note the image size in the example below: 4. Only Show Your Ad To Your “Perfect Customer” Target List To ensure that your ad is only seen by Facebook users who will be genuinely interested in your free giveaway, use Lookalike Audiences on Facebook as your targeting strategy. Not only will this help you target your perfect customer profile, it will also allow you to reach a larger, targeted audience. 5. Only Pay For Leads That Have A True Interest In Your Offer It’s important that you understand how much you want to pay for your leads.  When you get clear on what you want to eventually sell to your new lead, it’s easier to decide how much you will pay for your ads to convert a fan into a new customer. 6. Always Know In Real-Time If Your Lead Magnet Is Working Use the Conversion Tracking Tool to ensure that your lead magnet is converting fans into leads.  Track these metrics daily so you can be confident that your strategy is actually working! 7. Create The “5 MUST EMAILS” To Perfectly Position Your Offer One you have attracted your new lead from your Facebook efforts, it’s time to take things outside of Facebook. Create an email auto responder series to provide even more value to your new lead and when the time is right for you, begin to introduce them to your offer.  Email marketing will move your new lead to become a customer.

COACHING -jonloomer.com/coach   LAS VEGAS NMX   REFLECTING ON 2+ YEARS   GOALS FOR 2014   1. Share More Frequently   2. Establish a Facebook Sales Funnel   3. Target email subscribers with link shares   4. Retarget website visitors   5. Create a Saved Target Group in Power Editor   6. Try oCPM (again)   7. Try the Sidebar (again)   8. Track Conversions   9. Create an Online Offer   10. Create a saved facebook ad report   11. Confirm referral traffic in Google Analytics   12. Download your post level export   13. Compare link click data based on post type   14. Define success without using reach       PLEASE SUBSCRIBE/RATE ON iTUNES!

Pop a bottle! Here's this week's show notes: 2 Year Retrospective * Beginning to Now * First post: Why I started my Facebook Page.  * Virtually no engagement the first month. * First year-plus, experienced some solid growth. * It wasn't until this year — Beginning in July — when my business truly took off on Facebook. * Lesson: 1) Don't Quit. 2) Build an audience through providing value. 3) Sell is final step, not first. 4) INVEST — time and money for positive ROI   Debate: Facebook is a waste of money * Forrester report * An open letter to Mark Zuckerberg * Survey of 395 marketers * Satisfaction average score of 3.54 out of 5.0 -> Last. First was on-site ratings and reviews with 3.84. * 16% Reach Complainers. Ugh. * Jamie Turner: 60SecondMarketer: The Truth About Facebook Ads: They Don't Actually Work * More than 1Million advertisers. High number of newbies * Many have it all wrong. How many are building trust and a community? How many just sell? * Don't approach Facebook like banner advertising * Equivalent of passing out fliers or cold calling * How many are using Custom Audiences, Lookalike Audiences, Power Editor, Conversion Tracking? Become a featured fan on the Pubcast and have your question answered! Go to http://www.jonloomer.com/awesome More Links Mentioned in the Show: http://www.jonloomer.com/fb-marketing-advanced-university-insights http://www.jonloomer.com/2013/11/04/facebook-page-two-years/ http://www.jonloomer.com/2013/06/30/facebook-advertising-steps/ http://blogs.forrester.com/nate_elliott/13-10-28-an_open_letter_to_mark_zuckerberg http://60secondmarketer.com/blog/2013/11/04/do-facebook-ads-work/ http://www.jonloomer.com/2012/06/15/facebook-posts-reach-16-percent-of-fans/ http://www.jonloomer.com/2013/08/21/facebook-ads-roi/ http://www.jonloomer.com/2013/09/04/facebook-sales-funnel/

Pull up a barstool! Here's this week's show notes:   FB Marketing Advanced University: Insights •Multiple sections of lessons, from beginner to advanced •Completely self-serve — Learn at your pace! •Written lessons •Video lessons •A daily assignment to hold you accountable •The option to subscribe to a different lesson emailed to you every weekday   •Define all relevant terms •Learn how to use the web version of Insights •Learn how to use Page Level Exports •Learn how to use Post Level Exports •Apply what you learned to optimize your content   Custom Audiences — All advertisers now have access through self-serve and Power Editor  - What They Are - Creative Uses - Increase Page Likes - Extend the reach of posts - Sell or upgrade a product - Reach more users with your newsletter (Ian Brodie) - Target users similar to your subscribers (Lookalike) - Upcoming ability to target website visitors - Ethics - Scraping other pages and groups   - Ethics + Why do it??   5 Metrics (Social Media Examiner guest post) http://www.socialmediaexaminer.com/analyze-facebook-metrics/   - Fans Reached - Engaged Fans - Post Consumers/Consumptions - Link Clicks - Positive Feedback   Become a featured fan on the Pubcast! Go to http://www.jonloomer.com/awesome  

Pull up a barstool! On this week's episode of the Pubcast, Jon sits down for a very special interview with JJ Loomer, CEO of JJ Loomer Wizibido, discussing how he went from no job to owning a business and having clients the next day. Pop a juice box! Also on this episode, Jon discusses his 4 steps on Growth and Contests: The Challenge: Grow to 20,000 Likes Step 1: Know Your Value Proposition Fans are users. Users are people. People aren't robots. People lead to business. Fans are numbers. Why should someone like your page? What is interesting about you? What is unique? What value do you provide? What can you share on a daily basis to make a person's (not FAN's) life better? Craft branding, imagery, tagline, content and strategy around THIS, not a goal for a number. IF YOU DON'T DO THIS FIRST, YOU CAN ONLY BUILD A NUMBER, NOT A BUSINESS   Step 2: Execute that Value Proposition Regularly and consistently publish valuable, self-less, helpful content. The purpose of the majority of posts should be to educate or entertain. Build organically.   Step 3: Attract with Ads Offer something of value that appeals to your target audience in exchange for a like. Micro targeting   Step 4: Contests?   Some links: http://www.jonloomer.com/2013/04/30/increase-facebook-likes-ads/ http://www.jonloomer.com/2013/08/06/increase-facebook-likes-secret/ http://www.jonloomer.com/2013/08/28/facebook-timeline-promotions-contests/ http://www.jonloomer.com/2012/11/09/facebook-content-plan/   Upcoming Milestones: - 3,000,000 Page Views - 20,000 Likes   THANK YOU. - jonloomer.com/coach = 50% off coaching session - jonloomer.com/power = 50% off Power Editor training program   If you like the Pubcast, please tell your friends! jonloomer.com/awesome

Pop a bottle! On this week's Pubcast, Jon pulls an all nighter at the pub with Chad Wittman of EdgeRankChecker to dive into his recent studies, projects and strategies.   They were on a roll! This is one of the best episodes from the Pubcast, you don't want to miss it! Check out some of the topics they'll cover in this week's episode: Chad's recent study about the best time to post on Facebook - no universal truths, but insightful and sure to give you new ideas! Does Facebook penalize you for asking for Likes, Comments and Shares? Is it a good strategy? Promotional strategies on Facebook and the FBX platform for retargeting: how does it work?  Pros and cons of using Perfect Audience vs AdRoll for FBX. Chad's new project, ShareGrab.com: answers the question, "What's the most shared content by similar audiences?" Does engagement go up when posting via a mobile device?   Related Links: (there's a lot but this is the mecca of useful info!) EdgeRankChecker Heat Map Study of When Fans Are Online ShareGrab.com Social Bakers Study about Posting on Mondays EdgeRankChecker article about Asking for Likes The Secret Process to Increasing Facebook Likes How to Use Facebook Graph Search to Learn About Your Fans FBX: How to Create Retargeted Ads with AdRoll FBX: How to Create Retargeted Ads with PerfectAudience EdgeRankChecker article about Mobile Posting Jon's Post: 2 Years Later: From Laid Off to Successfully Doing Uncomfortable Things Find Chad: http://www.facebook.com/chad.wittman http://www.twitter.com/ChadWittman PS. Facebook Marketing Advanced University is now ready with all 5 sections! Sign up for my Power Editor training course! 

Pop a bottle! On this week's Pubcast, Jon sits down for a drink with speaker, author, consultant and comedian, Brian Carter, to go over his strategies for promoting posts and the metrics that matter. Check out some of the topics they'll cover in this week's episode: How Brian transitioned into a comedy career after being frustrated working in e-commerce  Choosing your career path and deciding what works for you as a business owner The science behind promoting posts successfully on Facebook 6 ways to make contagious content and the 4 ways you can mistakenly prevent shares Metrics that matter when consulting for a business Why you should never have more than 10 ads in a campaign The decision making process of when to promote a post after it has been created Debunking "the death of Edgerank" and also discussing Last Actor and Story Bump   Find Brian:   Website:  http://www.briancarteryeah.com/blog/           http://www.socialmediakeynotespeaker.com   Facebook: https://www.facebook.com/brian.carter.man Related Links: Brian's Comedy Set at SMMW The Like Economy 2nd Ed on Amazon Contagious Content eBook Facebook News Feed: Story Bumping, Last Actor, Chronological Brian's Guest Post: Promote Facebook Posts Not Photo Views     P.S. ONE BIG ANNOUNCEMENT! 1. Sign up for my Power Editor training course! Time is running out on getting it for half off!

Pop a bottle! Jon joins you at the pub on this week's Social Media Pubcast to talk about the biggest news in a while: Story Bumping. So what is Story Bumping? Is EdgeRank dead? He addresses these questions head on. Jon also reveals a secret process he's been using for his own page and recommending to others to get highly relevant Facebook Likes efficiently. You can't miss this! Related Links: Facebook News Feed: Story Bumping, Last Actor, Chronological The Secret Process to Increasing Facebook Likes P.S. TWO BIG ANNOUNCEMENTS! 1. Sign up for my free Facebook ads webinar! It's free and space is limited. 2. Sign up for my Power Editor training course! Time is running out on getting it for half off!

This week's episode was one of my favorites -- I'm always excited to geek out with a fellow social media marketer about ads, optimizing, metrics, the new ad reports and -- of course -- Power Editor.  Andrew Foxwell is the director for social for PPC Associates and is a brilliant young mind with a lot of great information to share.  Check out the episode and geek out with us! Topics discussed: Andrew's background working for the US Congress social media team Our thoughts on Custom Audiences and why Lookalike Audiences are one of the best Facebook developments in years Facebook's mobile success Purchase Intent: Desktop vs Mobile Broad ad placement and ad reporting strategies View Based vs Click Based conversions: What they are and why they're important Facebook Marketing Advanced University: Power Editor Andrew's guest post: Facebook Unpublished Photo Post Ads: Bidding Duration, and Reporting Benefits of the new Facebook Ad Reports Facebook Ads Reports: A Tour of a Powerful New Tool Make sure your subscribe, rate and review on iTunes! Contact Andrew Foxwell: Twitter: @AndrewFoxwell Email: andrew@ppcassociates.com

Today was a big day. I Finally launched my new training course, "Facebook Marketing Advanced University." In this episode I'll discuss what the course is all about, how I implemented it, the importance of Power Editor and entrepreneurial tips learned along the way. Topics discussed: Background on how I started my own business Overcoming fears and trials as an entrepreneur The strategy behind the creation and promotion of a scalable online product Layout of course materials The importance of Power Editor Placement strategies with Facebook ads Why the boost post feature is a bad idea Important features of Power Editor How you can pre-order my new training course for a 50% discount Facebook Marketing Advanced University: Power Editor Facebook Power Editor vs Self-Serve Ad Tool: Placement Post The new Facebook ads reports Facebook Conversion Specs: How to Optimize for Page Post Ad Actions Make sure your subscribe, rate and review on iTunes!

This week's Pubcast, sponsored by TabSite, was an absolute blast. Andrea Vahl, AKA Grandma Mary, stopped by, and we chatted about the following hot topics: The birth of Grandma Mary The value of social media marketing conferences Power Editor and using it to learn about your subscribers The death of the Notifications Box in the Admin Panel The change to Promoted Posts, removing "Fans Only" option Facebook contests, and the tools Andrea uses (including TabSite!) Here are some links and articles that were discussed: TabSite.com/podcasts 4 Reasons Social Media Marketing World #SMMW13 Was the Best Conference I've Ever Attended How to Analyze Your Email Newsletter List with Facebook Facebook Promoted Posts Fans Only Option Removed [Do This] Power Editor: An Alternative to Facebook Promoted Posts How to Engage Your Audience and Grow Your Email List with Facebook Contests Alternatives to Wildfire and NorthSocial for Facebook Page Applications You can find Andrea at AndreaVahl.com and on Facebook at FB.com/GrandmaMaryShow. Follow her now!

En España a día de hoy en Facebook hay más de 17 millones de usuarios, y más de la mitad usan Facebook a diario desde sus dispositivos móviles, lo que pone de manifiesto la importancia de hacer visibles nuestras campañas también en móvil. Para ello Facebook dentro de su gestor de anuncios de Facebook Ads llamado Power Editor, ha habilitado una nueva funcionalidad que nos permitirá diseñar nuestros anuncios para un determinado dispositivo móvil o sistema operativo.

En España a día de hoy en Facebook hay más de 17 millones de usuarios, y más de la mitad usan Facebook a diario desde sus dispositivos móviles, lo que pone de manifiesto la importancia de hacer visibles nuestras campañas también en móvil. Para ello Facebook dentro de su gestor de anuncios de Facebook Ads llamado Power Editor, ha habilitado una nueva funcionalidad que nos permitirá diseñar nuestros anuncios para un determinado dispositivo móvil o sistema operativo.

Facebook hace relativamente poco ha activado un nuevo editor para la gestión de sus anuncios patrocinados de Facebook Ads que te permite crear una gran número de anuncios de una forma más sencilla, gestionarlos y optimizarlos.

Facebook hace relativamente poco ha activado un nuevo editor para la gestión de sus anuncios patrocinados de Facebook Ads que te permite crear una gran número de anuncios de una forma más sencilla, gestionarlos y optimizarlos.