Podcast appearances and mentions of Rory F Stern

Rory F. Stern is the owner of RFS Digital Media, LLC a full-service paid traffic agency.  He is one of the AdSkills Guardians and a legend in the media buying game.In this episode, learn how to run a successful advertising campaign on Facebook and everything you need to know about them!We'll cover the basics of what Facebook Ads are, why they're so powerful, how to set them up for success, cover strategies for targeting your audience, creating a campaign that works, and more.Contact Rory at   rfsdigitalmedia.com Get a sneak peek inside our member's area,  join one of the live Q & A's here Need an AdSkills certified media buyer ? Click HereFollow us on social: Follow us on social: Facebook,  Instagram, Linkedin, Youtube 

Rory F. Stern has been a best-kept secret working behind the scenes to help build, grow, and scale many successful online companies for the last 14 years. For the first 8 years, he worked mainly as a sophisticated jack of all trades plugging holes where his clients needed his services. Today, he manages a small boutique media buying team that specializes in multi-channel traffic. He is best known for creating ads that convert and being able to get a lot of policy challenged offers approved and running on Facebook. Episode Highlights: Rory talks about the impact of parents that always pushed for him to shoot for the stars at a young age.  Hear the impact that Rich Dad, Poor Dad had on Rory.  Travis and Rory discuss the merits and issues of the education system. Learn how Rory “fell” into entrepreneurship. Find out how Rory began actually making money. 3 Key Points: Psychology and sales are interconnected. When something becomes more available it becomes worth less. The amount level of value relationships can bring can far surpass any formal education  Tweetable Quotes: “Your level of degree doesn’t represent your level of intelligence.” Resources Mentioned: helpwithads.com Visit Travis’ website at travischappell.com (https://create.acast.com/episodes/3b48e6da-a672-4e83-9897-ddefc4e88bc7/travischappell.com) Join the Build Your Network Facebook group travischappell.com/group (https://create.acast.com/episodes/3b48e6da-a672-4e83-9897-ddefc4e88bc7/travischappell.com/group)

How to Set up Facebook Ads for eCommerce “We Deliver the results you hoped your last agency would” Rory F. Stern of RFS Media has been a best-kept secret working behind the scenes to help build, grow, and scale many successful online companies for the last 14 years.  Today, he manages a small boutique media buying team that specializes in multi-channel traffic.  He is best known for creating ads that convert and being able to get a lot of policy challenged offers approved and running on Facebook. Core business is growing a business with paid traffic. FaceBook is the most popular paid ad channel. But is Facebook the right place for ecommerce sellers? Google is the most important. But FaceBook is what most people want. And it's a great place to start. There are a lot of easy elements. Facebook has set up a very user-friendly interface. You can set up pretty quickly, target pretty quickly and get data pretty quickly. Getting free help  Setting up Facebook Ads   The Facebook Ads Blueprint - free training from Facebook! It is set up for brands not necessarily direct response marketers. Which is more Rory's starting point. It's a good starting point - it's free! For those who want to value their time more than money, there is a lot of good training. But there's nothing like getting your  own money on the line. What do you need to start running  Facebook ads? A Facebook Page under your brand A Facebook ad account You can just go through your personal profile - click on lefthand column and go to ads manager. This is not recommended. OR go to business.facebook.com and set up a business manager Business manager Link to your Facebook page One FaceBook pixel Business manager pros You can set up other people to help You can get extra help from FaceBook Every Facebook ad account has a FaceBook pixel - it is a snippet of code that communicates between your website and the pixel. The pixel is really important. If you're trying to DIY, find someone and ask for help. Basics of setting up Facebook Ads manager You'll need to set up a campaign type There are many types. Most important: Facebook Ad Campaign types Traffic Conversion objective Page post engagement Facebook Traffic campaign When you choose this, you're asking FaceBook to get them as much traffic as possible. This means that FaceBook gets people who will click on an ad Facebook Conversion campaign This means you are asking FaceBook to find people who take action and actual convert to something you want eg FaceBook will find people with a known history of clicking an ad You can even target “engaged shoppers” who have clicked on the CTA button eg “buy now; find out more” Facebook Page Post Engagement Campaign (PPE) This tells FaceBook to get people who comment, like, share etc. Which Facebook Ad Campaign Type is best for e-commerce? Simple answer: Facebook Conversion Campaign! The way you set things up is you want qualified traffic. You want highly qualified prospects. To do this, you select conversions. 6 years ago, you could run a traffic campaign and it would work. A certain amount of people would eventually click and buy. 6 years ago, you could run a conversion campaign and get better quality people. As FaceBook's algorithm (pixel/AI) has become more sophisticated, the traffic is also more sophisticated. If you ask for traffic, that's what it will give you. Rory has tested this with maybe $20M in ad spend. Conversions are what gets it done! When to consider Page Post engagement or traffic Campaigns As you start to scale, you can bring more of them in. Then you would retarget people. But if you're spending under $1000 a day, just stick to Conversion Campaigns Facebook Campaign budget Optimisation (CBO) The other popular thing you'll have to choose at campaign level. This has only been around for about 1 year. If you have the choice to turn it off.

Facebook Ads Strategy for eCommerce “We Deliver the results you hoped your last agency would” Rory F. Stern has been a best-kept secret working behind the scenes to help build, grow, and scale many successful online companies for the last 14 years.  Today, he manages a small boutique media buying team that specializes in multi-channel traffic.  He is best known for creating ads that convert and being able to get a lot of policy challenged offers approved and running on Facebook. Core business is growing a business with paid traffic. How do we get started with this topic of paid traffic esp. Facebook ads for ecommerce? Mindset for Facebook ads is critical In the last couple of years, paid traffic has become a very popular topic. It's often portrayed as very easy. It is not for the faint of heart and it's not easy! It's a dangerous place to be because you're spending money!It's like stock investing - you can lose your fortune with a few clicks of the wrong button! It's not as scary as that….but you can mitigate that risk A lot of us have more time available than money when we start out. It could take 60-90 days to pay off. Why are you running paid traffic? Paid Traffic Strategy vs implementation Implementation is what everyone wants. But what we are actually need to start with is strategy? Goals of Facebook Ads Buying for ecommerce What you are trying to accomplish? What is the customer worth at 30, 60, 90 days, a year? Typical goals of Facebook Ads for eCommerce Scaling: Existing business with existing product, want to sell more of it Reaching customers - Top seller on Amazon - a risk - you don't own customers! You have narrow guidelines for how to follow up What can you include in the packaging? Are you looking to build a list (ultimately a customer list)? What kind of list? For what purpose? More reviews More sales and better ranking Find out what other products they might want Running affiliate promotions (other people's products) Rory built ecomm store via a contest Often the USE of a list is the issue not the list itself Direct to sale? If you want to sell products, it might take 6 steps to get there. Build a list Name and email address Follow up with people to ask a lot of questions Facebook Ads Strategy must always involve numbers Data Numbers How are you defining success? Time How long are you giving this to work? Nothing works within 24 hours! It may take 30, 60 maybe even 90 days to accomplish goals. If you're looking for growth/scale, it's usually because you've hit a ceiling. So you need to figure out how to get past the ceiling. Risk tolerance in investing in Paid Media. How much money do you have right now that you could flush down the toilet and get zero dollars back? That is how much you should be willing to spend! That means for most of their clients at least $4500 a month; average $150 a day. Do you have $2000? DO you have $500? People find a number that way. Then you can divide it over a timeframe over which you can get good meaningful data. Plan for your Facebook ads A failure to plan is a plan to fail What is the best way to plan? Clarify your goals! Regardless of what you spend, you'll never get “nothing” back. You may not get money back but you will get data back. Paid media and setting goals must be about the medium term and the long term. Am I doing something that will pay off in 30 days? 90 days? 6 months? A Year? 5 years? Data is your guaranteed payoff from Facebook Ads You may or may not get a ROSA. But here's what you'll find out at least: Do people like my offer? Do people like my products? Eg add to carts Clicks If cost per click is too high, Where are the holes in the sales process? What's the next step in Facebook Ads planning for eCommerce? Plan out your funnel. Know your numbers

“We Deliver the results you hoped your last agency would” Rory F. Stern has been a best-kept secret working behind the scenes to help build, grow, and scale many successful online companies for the last 14 years.  Today, he manages a small boutique media buying team that specializes in multi-channel traffic.  He is best known for creating ads that convert and being able to get a lot of policy challenged offers approved and running on Facebook. Core business is growing a business with paid traffic. That includes FaceBook, Instagram, google search, google display, Youtube, Google Shopping Ecomm, supplements, info product Specialise in compliance and policy Ten years ago, traffic was this “black box” - only a handful of people knew what they were doing. You can ‘control” the flow of traffic - so you can predictably scale your business. Whereas scaling based on organic traffic and partnerships can be under less control. What are the different experiences of your clients? Not done a lot of work for solely FBA businesses. Typically a brand that is on Amazon comes to them to control more of the customer journey. Anybody who happens to watch this in the future - there is a very unique challenge in our world. But that is going to be what any business faces in any recession. Rory tries to build a business from a strong foundation, they are a 3-legged stool Right now, the majority of his clients are seeing “normal” volatility. In the USA, they are just breaking into things that are really bad. Lost client last night from Australia - do live events. “We need to focus on getting you online”! What they offer physically is able to go online. Some clients are thriving -from 2X ROAS to 6x ROAS They happened to be in the right place. Other agencies have lost ⅓ of clients! Amazon businesses typically have traffic within the Amazon eco-system. So you don't have a lot of ROAS. What are the characteristics of the physical goods businesses that are weathering the storm? Importing from China did lead to shut down for a while. Now there is the issue with FBA side - Amazon has shut off inbound shipping. Several distribution centres in the USA have had Covid19 cases confirmed. Is there anything you can do? One client with 6X ROAS is a physical product company, based out of Western USA, only essential employees can report; they are selling the right kind of product. In light of what's going on right now - how do you diversify? How do you pivot into digital products? There are multiple steps to this. Risks of Amazon businesses The main issue is Amazon owns the customer! What happens when I can't rely on Amazon? They label your own product They kick you off amazon etc. How do I get control of my customers? Getting people on email list is really hard. Your inserts are limited. So how do I develop my own Customer list? Start to build an audience via some moderate-budget paid ads. Then choose an Email platform and build a list eg aWeber, ActiveCampaign, How do we start doing lead generation? - building a list? So that when supply chains open up, we are outside Amazon and Alibaba How do you get ready? With ecomm brands, they like to do contests. Built an essential oil accessory business on back of contests FaceBook ads Opt in to email lists Ran Kickstarter campaigns for product development. They can take 30-60 days If you've listed a pillow on Amazon, there's a decent chance you have someone in the family with sleep issues Can you put together a lead magnet - down pillow vs. x type of pillow Get your mind in the right place If you're bleeding cash and you have no marketing budget, it may not be the time to build lists. What can you do to build a future strong business? Consumers are looking for guidance and information. In US, they've lost all professional sports. Rory can read a book, spend time with family, build business.

Rory F. Stern is a well-known, respected Facebook Ad expert. He owns a paid traffic agency that helps business and e-commerce owners generate more leads, sales, and raving fans from a cold audience. During this "no stones left unturned" interview, Rory explains how Facebook ads work, how to create ads that convert and how to master this advertising platform quickly. In this interview, Rory talks about: 02:25: His background 07:50: How did he learned about Facebook ads 08:35: Step by step to create a Facebook ad to capture email leads 14:35: How to get different types of traffic especially buyer traffic 19:30: Common mistakes people make with Facebook ads 24:29: How to fix a poor Ad with low Relevance Score 27:31: Should you buy Facebook Likes for your Facebook Page? 29:25: His clients' success stories 31:40: Best way to learn about Facebook Marketing?

The last thing Rory wanted was to be an entrepreneur. Back in 2006, he received his doctorate in Clinical Psychology. Then he read Rich Dad Poor Dad, and his life changed forever. He was a stay-at-home dad of his daughter and learned marketing on his own. He started as a copywriter and transitioned to a campaign manager. Moving forward, he took advantage of his experiences and built his business built thru trial by fire, RFS Digital Media. RFS Digital Media aims to provide services on Facebook Ads management, Google Adwords, e-mail marketing, Content networks, Youtube ads, and Funnels. On today’s episode, Rory will pour out from his VAST fountain of knowledge on media buying and how to grow and keep your wealth. Along with that, he will share the three biggest mistakes you are probably making running ads.