Facebook Ads Testing - Part 1
Published on: December 7 2022 by Nick Peroni
Facebook Ads Testing - Part 1
The above is a brief introduction to Facebook Ads Testing - Part 1.
Let's move on to the first section of Facebook Ads Testing - Part 1!
Table of Contents About Facebook Ads Testing - Part 1
Facebook Ads Testing - Part 1
| startTime | durationTime | text |
| 00:00:00 | 00:00:03 | all right everyone welcome to the |
| 00:00:02 | 00:00:05 | Facebook Ads |
| 00:00:03 | 00:00:07 | testing module where we're gonna start |
| 00:00:05 | 00:00:09 | bringing it all together where |
| 00:00:07 | 00:00:11 | everything we toked about with the |
| 00:00:09 | 00:00:15 | audiences and with the creatives and |
| 00:00:11 | 00:00:18 | they'll form a testing strategy for your |
| 00:00:15 | 00:00:20 | ecommerce store with Facebook Ads first |
| 00:00:18 | 00:00:22 | thing that is important to note is that |
| 00:00:20 | 00:00:23 | there are two types of testing there's |
| 00:00:22 | 00:00:25 | testing when you already know what |
| 00:00:23 | 00:00:26 | you're selling there's testing when you |
| 00:00:25 | 00:00:28 | don't already know what you're selling |
| 00:00:26 | 00:00:32 | and they both require a different type |
| 00:00:28 | 00:00:35 | of thinking because there are different |
| 00:00:32 | 00:00:37 | types of testing right so if you already |
| 00:00:35 | 00:00:38 | know what you're selling for example |
| 00:00:37 | 00:00:40 | it's a private label where you're only |
| 00:00:38 | 00:00:42 | selling one product or you're in a |
| 00:00:40 | 00:00:45 | really specific niche where you only |
| 00:00:42 | 00:00:46 | have a few products or a small business |
| 00:00:45 | 00:00:48 | where you already have your own line of |
| 00:00:46 | 00:00:50 | products and and this is what you're |
| 00:00:48 | 00:00:52 | committed to right like this is your |
| 00:00:50 | 00:00:56 | product this is it then that type of |
| 00:00:52 | 00:00:58 | testing is a much more long form style |
| 00:00:56 | 00:01:00 | testing right because the product is the |
| 00:00:58 | 00:01:02 | product you're not changing the product |
| 00:01:00 | 00:01:04 | you're just trying to find the best |
| 00:01:02 | 00:01:06 | marketing angle is the best offers |
| 00:01:04 | 00:01:08 | you're trying to build loyalty around |
| 00:01:06 | 00:01:10 | the brand you're trying to build an |
| 00:01:08 | 00:01:13 | audience you're gonna be serving more |
| 00:01:10 | 00:01:17 | content and creating more content and |
| 00:01:13 | 00:01:21 | there there's so much more just focus on |
| 00:01:17 | 00:01:24 | the long term of that product but if you |
| 00:01:21 | 00:01:25 | are in drop shipping and print on demand |
| 00:01:24 | 00:01:28 | and you don't know yet what you're |
| 00:01:25 | 00:01:31 | selling you're just building a hybrid |
| 00:01:28 | 00:01:34 | store or a niche store to start testing |
| 00:01:31 | 00:01:37 | products and seeing what's gonna be your |
| 00:01:34 | 00:01:39 | your winners that you're gonna be able |
| 00:01:37 | 00:01:42 | to scale that's more of a rapid-fire |
| 00:01:39 | 00:01:44 | method testing where you're putting |
| 00:01:42 | 00:01:47 | products out there and you're testing |
| 00:01:44 | 00:01:49 | across a few different audiences with |
| 00:01:47 | 00:01:52 | small budgets to see what are showing |
| 00:01:49 | 00:01:55 | the early indicators of being a winning |
| 00:01:52 | 00:01:57 | product idea that you can scale so it's |
| 00:01:55 | 00:01:59 | a different style because it's much more |
| 00:01:57 | 00:02:02 | rapid you're making decisions on a |
| 00:01:59 | 00:02:05 | quicker basis to to actually try to find |
| 00:02:02 | 00:02:07 | the product that you want to sell as if |
| 00:02:05 | 00:02:09 | those are already having a product and |
| 00:02:07 | 00:02:12 | creating a much more longer form |
| 00:02:09 | 00:02:15 | marketing campaign a much longer |
| 00:02:12 | 00:02:16 | marketing funnel no matter what you're |
| 00:02:15 | 00:02:19 | testing there's always gonna be three |
| 00:02:16 | 00:02:21 | parts to a successful campaign and this |
| 00:02:19 | 00:02:24 | is the reason why building a brand |
| 00:02:21 | 00:02:25 | knowing what you're selling can be more |
| 00:02:24 | 00:02:27 | advantageous once you get to that point |
| 00:02:25 | 00:02:29 | of course there's nothing wrong with |
| 00:02:27 | 00:02:31 | starting out not knowing what you're |
| 00:02:29 | 00:02:34 | selling that you know that's the point |
| 00:02:31 | 00:02:36 | uh to try to get to a brand and have a |
| 00:02:34 | 00:02:38 | product or just a cup of products that |
| 00:02:36 | 00:02:40 | you're selling because there's actually |
| 00:02:38 | 00:02:43 | a few things that have to align right |
| 00:02:40 | 00:02:46 | the offer has to align with the audience |
| 00:02:43 | 00:02:47 | and the ad creative also has still |
| 00:02:46 | 00:02:51 | aligned with the audience and they'll |
| 00:02:47 | 00:02:55 | offer right so the reality is you could |
| 00:02:51 | 00:03:00 | be running you could be running a |
| 00:02:55 | 00:03:02 | product to the right audience with a bad |
| 00:03:00 | 00:03:05 | ad creative and it won't work you could |
| 00:03:02 | 00:03:08 | be running a product and not having a |
| 00:03:05 | 00:03:11 | good offer for that audience and it |
| 00:03:08 | 00:03:14 | won't work okay so this is why there is |
| 00:03:11 | 00:03:16 | actually somebody that asked me somebody |
| 00:03:14 | 00:03:18 | that asked me in the group not me |
| 00:03:16 | 00:03:19 | specifically I just saw somebody posted |
| 00:03:18 | 00:03:22 | in the group the other day this exact |
| 00:03:19 | 00:03:26 | question where they said is it possible |
| 00:03:22 | 00:03:28 | that because I used the wrong audience I |
| 00:03:26 | 00:03:31 | missed out on a winning product I was |
| 00:03:28 | 00:03:33 | testing this product a few weeks ago and |
| 00:03:31 | 00:03:35 | it didn't work for me but now I see |
| 00:03:33 | 00:03:37 | somebody else running this same product |
| 00:03:35 | 00:03:39 | with an ad and it has millions of views |
| 00:03:37 | 00:03:40 | and thousands of comments and shares and |
| 00:03:39 | 00:03:43 | it looks like they're selling it very |
| 00:03:40 | 00:03:45 | successfully and the answer is yes |
| 00:03:43 | 00:03:47 | absolutely it's possible that you could |
| 00:03:45 | 00:03:50 | miss out on a winning product because of |
| 00:03:47 | 00:03:52 | any of these things all right so that's |
| 00:03:50 | 00:03:55 | why when it comes to e-commerce it's |
| 00:03:52 | 00:03:58 | more about quality than quantity |
| 00:03:55 | 00:04:01 | right the everything first important |
| 00:03:58 | 00:04:03 | note is 90% of everything in e-commerce |
| 00:04:01 | 00:04:06 | is product to audience match you want to |
| 00:04:03 | 00:04:09 | find good products that your audience |
| 00:04:06 | 00:04:11 | either wants needs or loves right either |
| 00:04:09 | 00:04:15 | solve some type of problem or it really |
| 00:04:11 | 00:04:17 | you remember the pride passion problem |
| 00:04:15 | 00:04:19 | right the three P's pride passion |
| 00:04:17 | 00:04:21 | problem it did solve some type of a |
| 00:04:19 | 00:04:22 | problem or there's something they're |
| 00:04:21 | 00:04:24 | really passionate about or it's |
| 00:04:22 | 00:04:25 | something that |
| 00:04:24 | 00:04:29 | it deals with an area that they have a |
| 00:04:25 | 00:04:31 | lot of pride in then these are good |
| 00:04:29 | 00:04:33 | products that you can match to an |
| 00:04:31 | 00:04:35 | audience you can't force a market to |
| 00:04:33 | 00:04:37 | want something that it doesn't want |
| 00:04:35 | 00:04:39 | right so when you're looking at these |
| 00:04:37 | 00:04:42 | three parts to a successful campaign |
| 00:04:39 | 00:04:44 | that's why building a brand is more |
| 00:04:42 | 00:04:46 | advantageous that's why being selective |
| 00:04:44 | 00:04:49 | about your products is better because at |
| 00:04:46 | 00:04:53 | least then the time and effort that |
| 00:04:49 | 00:04:55 | you're putting in is is all going |
| 00:04:53 | 00:04:57 | towards something right like within a |
| 00:04:55 | 00:04:59 | brand it's not a waste you're you're |
| 00:04:57 | 00:05:01 | collecting data you're building |
| 00:04:59 | 00:05:03 | something long-term and and you're |
| 00:05:01 | 00:05:04 | constantly getting closer to the winning |
| 00:05:03 | 00:05:06 | combination |
| 00:05:04 | 00:05:08 | but if you're just randomly out there |
| 00:05:06 | 00:05:11 | throwing a bunch of stuff out and trying |
| 00:05:08 | 00:05:13 | to find something that stiks it's gonna |
| 00:05:11 | 00:05:15 | be a lot more difficult because with |
| 00:05:13 | 00:05:17 | these three parts to have to align it |
| 00:05:15 | 00:05:20 | decreases your chance of success |
| 00:05:17 | 00:05:22 | otherwise you're you're spending a lot |
| 00:05:20 | 00:05:24 | of time with each product that you're |
| 00:05:22 | 00:05:26 | trying to test because you're gonna want |
| 00:05:24 | 00:05:29 | to test multiple ad creatives and |
| 00:05:26 | 00:05:31 | multiple audiences and and I mean it's a |
| 00:05:29 | 00:05:33 | very baseline you should always have a |
| 00:05:31 | 00:05:35 | good offer okay you should get good at |
| 00:05:33 | 00:05:39 | creating a good offer which has to do |
| 00:05:35 | 00:05:41 | with your your product images your |
| 00:05:39 | 00:05:44 | product description your product price |
| 00:05:41 | 00:05:46 | and your your customer service your |
| 00:05:44 | 00:05:49 | overall customer experience right by |
| 00:05:46 | 00:05:51 | creating a good offer for sure but then |
| 00:05:49 | 00:05:53 | still you have to test multiple |
| 00:05:51 | 00:05:54 | audiences in multiple ad creatives right |
| 00:05:53 | 00:05:57 | so you want to be looking for quality |
| 00:05:54 | 00:06:00 | over quantity when it comes to your |
| 00:05:57 | 00:06:02 | testing a second important note if your |
| 00:06:00 | 00:06:04 | funnel is broken and all the traffic in |
| 00:06:02 | 00:06:05 | the world won't matter remember we |
| 00:06:04 | 00:06:07 | toked about this in the e-commerce |
| 00:06:05 | 00:06:09 | funnel section you didn't watch it you |
| 00:06:07 | 00:06:12 | should go watch it because this is |
| 00:06:09 | 00:06:14 | another area that a lot of people fail |
| 00:06:12 | 00:06:17 | because they don't understand the only |
| 00:06:14 | 00:06:20 | job of your ad is to get people to click |
| 00:06:17 | 00:06:22 | and visit the product page if people are |
| 00:06:20 | 00:06:25 | clicking here and visiting the product |
| 00:06:22 | 00:06:28 | page then your ad has done its job it's |
| 00:06:25 | 00:06:30 | been the products page job to get people |
| 00:06:28 | 00:06:33 | to move forward in the funnel same thing |
| 00:06:30 | 00:06:35 | here same thing here right so you don't |
| 00:06:33 | 00:06:37 | have a traffic problem okay nobody has a |
| 00:06:35 | 00:06:39 | traffic problem it's not hard to get |
| 00:06:37 | 00:06:40 | traffic right all you need to do is come |
| 00:06:39 | 00:06:42 | up with a good ad creative with a good |
| 00:06:40 | 00:06:45 | audience and you can get traffic and |
| 00:06:42 | 00:06:46 | your ad is doing its job and I see so |
| 00:06:45 | 00:06:49 | many people all the time like you know |
| 00:06:46 | 00:06:50 | why am I not getting sales I'm getting |
| 00:06:49 | 00:06:52 | clicks on my ad why am I not getting |
| 00:06:50 | 00:06:56 | sales well because your funnel is broken |
| 00:06:52 | 00:06:58 | somewhere okay so remember that if your |
| 00:06:56 | 00:07:00 | funnel was broken then all the traffic |
| 00:06:58 | 00:07:03 | in the world won't matter it's not the |
| 00:07:00 | 00:07:05 | ads fault this happens on social media |
| 00:07:03 | 00:07:07 | this happens on Facebook so all this is |
| 00:07:05 | 00:07:10 | doing here is getting people to click |
| 00:07:07 | 00:07:12 | and visit here and then these need to be |
| 00:07:10 | 00:07:14 | optimized for conversions all the way |
| 00:07:12 | 00:07:18 | through like we toked about in the |
| 00:07:14 | 00:07:20 | e-commerce funnel section they're an |
| 00:07:18 | 00:07:23 | important note where you target matters |
| 00:07:20 | 00:07:26 | for a general drop shipment and using a |
| 00:07:23 | 00:07:28 | service like we owe to dropship you're |
| 00:07:26 | 00:07:31 | going to be able to reach all the North |
| 00:07:28 | 00:07:33 | American and European countries and even |
| 00:07:31 | 00:07:35 | some Asian countries and about the same |
| 00:07:33 | 00:07:37 | timeframe right from 7 to 10 days |
| 00:07:35 | 00:07:39 | sometimes even quicker depending on |
| 00:07:37 | 00:07:41 | where it is so you might as well target |
| 00:07:39 | 00:07:43 | all of those countries if you're just |
| 00:07:41 | 00:07:45 | selling like general dropship physical |
| 00:07:43 | 00:07:47 | product items that you find on |
| 00:07:45 | 00:07:50 | Aliexpress that's like say kitchen items |
| 00:07:47 | 00:07:52 | home goods that you know the language |
| 00:07:50 | 00:07:53 | doesn't matter that the culture |
| 00:07:52 | 00:08:01 | generally doesn't matter like if you're |
| 00:07:53 | 00:08:01 | selling for example if you're selling a |
| 00:08:01 | 00:08:08 | home trying to think of a knight appear |
| 00:08:03 | 00:08:09 | if you're if you're selling a salad bowl |
| 00:08:08 | 00:08:11 | item that's the first one that came to |
| 00:08:09 | 00:08:13 | my mind because we just thought that as |
| 00:08:11 | 00:08:15 | an example recently right if so that |
| 00:08:13 | 00:08:18 | salad bowl item that's something that |
| 00:08:15 | 00:08:19 | could be sold in basically any country |
| 00:08:18 | 00:08:21 | right the audience is huge the |
| 00:08:19 | 00:08:24 | anti-theft backpack that's something |
| 00:08:21 | 00:08:26 | that was sold in every country all |
| 00:08:24 | 00:08:29 | around the world because it doesn't |
| 00:08:26 | 00:08:31 | matter what language you speak it |
| 00:08:29 | 00:08:34 | doesn't really matter what your culture |
| 00:08:31 | 00:08:37 | is like backpacks are a universally |
| 00:08:34 | 00:08:41 | relevant item all over so you might as |
| 00:08:37 | 00:08:44 | well offer that Idol and and target all |
| 00:08:41 | 00:08:46 | of these countries in your campaigns |
| 00:08:44 | 00:08:49 | because your supplier if you're using a |
| 00:08:46 | 00:08:50 | supplier like we owe to get it to all |
| 00:08:49 | 00:08:53 | these countries |
| 00:08:50 | 00:08:54 | see it doesn't matter so you might as |
| 00:08:53 | 00:08:56 | well right |
| 00:08:54 | 00:08:57 | but with print-on-demand it's a little |
| 00:08:56 | 00:08:59 | bit different because your print on |
| 00:08:57 | 00:09:02 | demand items that you're selling based |
| 00:08:59 | 00:09:04 | on being personalized may only apply to |
| 00:09:02 | 00:09:05 | certain people in certain countries or |
| 00:09:04 | 00:09:08 | certain languages or certain cultures |
| 00:09:05 | 00:09:11 | right as an example with the couple's |
| 00:09:08 | 00:09:14 | store that I had and I used as an |
| 00:09:11 | 00:09:16 | example as the case studies store that |
| 00:09:14 | 00:09:20 | that turned out into turned in the |
| 00:09:16 | 00:09:23 | dropship Academy to a lot of those items |
| 00:09:20 | 00:09:24 | were very American specific right |
| 00:09:23 | 00:09:27 | because they had to deal with the way |
| 00:09:24 | 00:09:29 | that American culture celebrates |
| 00:09:27 | 00:09:31 | weddings and celebrates bachelor and |
| 00:09:29 | 00:09:32 | bachelorette parties it's gonna be |
| 00:09:31 | 00:09:34 | different in different parts of the |
| 00:09:32 | 00:09:36 | world so I didn't target other parts of |
| 00:09:34 | 00:09:39 | the world some countries it might be |
| 00:09:36 | 00:09:42 | similar like in the UK or Ireland but |
| 00:09:39 | 00:09:44 | and I say those two countries because I |
| 00:09:42 | 00:09:47 | know I saw products there but for the |
| 00:09:44 | 00:09:51 | most part right right it's gonna be very |
| 00:09:47 | 00:09:53 | very specific to only a few certain |
| 00:09:51 | 00:09:55 | countries I wouldn't target Germany or |
| 00:09:53 | 00:09:58 | France or Italy because the way that |
| 00:09:55 | 00:10:00 | they have you know what they might call |
| 00:09:58 | 00:10:02 | their bachelorette party could first of |
| 00:10:00 | 00:10:04 | all be completely different it could be |
| 00:10:02 | 00:10:06 | in a different language and it's also |
| 00:10:04 | 00:10:10 | the way they celebrate it might be |
| 00:10:06 | 00:10:12 | completely different right so based on |
| 00:10:10 | 00:10:14 | the personalization of your product it |
| 00:10:12 | 00:10:16 | might only make sense for you to target |
| 00:10:14 | 00:10:18 | certain areas and then with your own |
| 00:10:16 | 00:10:21 | product the general rule is you start |
| 00:10:18 | 00:10:23 | vocal then go national men go global now |
| 00:10:21 | 00:10:25 | if you're in the US or you're selling |
| 00:10:23 | 00:10:28 | within your country generally you can |
| 00:10:25 | 00:10:29 | probably jump straight to national as |
| 00:10:28 | 00:10:31 | long as you have the ability to fulfill |
| 00:10:29 | 00:10:34 | the item because the shipping for |
| 00:10:31 | 00:10:36 | example within the US is is simple right |
| 00:10:34 | 00:10:38 | you can shift any part of the country |
| 00:10:36 | 00:10:40 | from any part of the country very easily |
| 00:10:38 | 00:10:42 | and affordably |
| 00:10:40 | 00:10:45 | so you might as well just jump straight |
| 00:10:42 | 00:10:47 | to national but you always want to make |
| 00:10:45 | 00:10:49 | sure you can handle the demand at that |
| 00:10:47 | 00:10:51 | level and that there is demand at a |
| 00:10:49 | 00:10:54 | higher level and you can fulfill at a |
| 00:10:51 | 00:10:57 | higher level before trying to move to |
| 00:10:54 | 00:11:00 | the next one and then the final note is |
| 00:10:57 | 00:11:02 | based on the complexity based on the |
| 00:11:00 | 00:11:03 | price and complexity of your product |
| 00:11:02 | 00:11:05 | this this is |
| 00:11:03 | 00:11:07 | going to matter in your facebook funnel |
| 00:11:05 | 00:11:10 | alright now we toked about in the |
| 00:11:07 | 00:11:12 | audience's video already the different |
| 00:11:10 | 00:11:15 | levels of intent within an audience okay |
| 00:11:12 | 00:11:17 | it's the same thing and in that video we |
| 00:11:15 | 00:11:18 | call it awareness engagement conversions |
| 00:11:17 | 00:11:20 | okay |
| 00:11:18 | 00:11:23 | same thing here just different words |
| 00:11:20 | 00:11:25 | awareness consideration decision all |
| 00:11:23 | 00:11:28 | right at the awareness level cold |
| 00:11:25 | 00:11:31 | traffic this is where you're trying to |
| 00:11:28 | 00:11:33 | get that initial engagement now if it's |
| 00:11:31 | 00:11:36 | a really simple product like a t-shirt |
| 00:11:33 | 00:11:39 | then this may be the only step that you |
| 00:11:36 | 00:11:41 | need okay people don't generally need |
| 00:11:39 | 00:11:45 | time to consider a purchase of a t-shirt |
| 00:11:41 | 00:11:46 | in in any country right that's you know |
| 00:11:45 | 00:11:49 | if they want the shirt they're gonna buy |
| 00:11:46 | 00:11:51 | the shirt based on seeing seeing what |
| 00:11:49 | 00:11:54 | they like okay and the only real |
| 00:11:51 | 00:11:56 | retargeting for that is to retarget with |
| 00:11:54 | 00:12:00 | a discount code because chances are |
| 00:11:56 | 00:12:01 | again that the only possible day if they |
| 00:12:00 | 00:12:04 | see the shirt and they don't want to buy |
| 00:12:01 | 00:12:07 | it then really it's probably just a |
| 00:12:04 | 00:12:09 | matter of price pushing them over the |
| 00:12:07 | 00:12:11 | edge so if you give them a discount or |
| 00:12:09 | 00:12:13 | or free shipping that maybe that pushes |
| 00:12:11 | 00:12:15 | them over the edge to make the purchase |
| 00:12:13 | 00:12:16 | decision but if it's a really complex |
| 00:12:15 | 00:12:19 | product like say you're selling an |
| 00:12:16 | 00:12:21 | electric fireplace well well now you |
| 00:12:19 | 00:12:23 | know $1,500 what's your fireplace now |
| 00:12:21 | 00:12:26 | you have to take it to a different level |
| 00:12:23 | 00:12:28 | because this is a much more complex |
| 00:12:26 | 00:12:32 | purchase decision because it's more |
| 00:12:28 | 00:12:34 | expensive right so awareness starts at |
| 00:12:32 | 00:12:36 | the cold traffic engagement level then |
| 00:12:34 | 00:12:39 | consideration so as an example here what |
| 00:12:36 | 00:12:42 | sees electric fireplace as at the |
| 00:12:39 | 00:12:45 | awareness level of like the like ake |
| 00:12:42 | 00:12:47 | introducing this new electric fireplace |
| 00:12:45 | 00:12:50 | that has an all new feature where you |
| 00:12:47 | 00:12:52 | can control your thermostat from |
| 00:12:50 | 00:12:54 | anywhere in the house oh and by the way |
| 00:12:52 | 00:12:57 | you can also change the color of the |
| 00:12:54 | 00:13:00 | flames to any color you want for the |
| 00:12:57 | 00:13:02 | room ambience and it's a cool video that |
| 00:13:00 | 00:13:04 | shows the fireplace in action shows |
| 00:13:02 | 00:13:06 | people you know the different flames and |
| 00:13:04 | 00:13:09 | shows people using a Wi-Fi have to |
| 00:13:06 | 00:13:10 | change the thermostat temperature right |
| 00:13:09 | 00:13:12 | so that could be the awareness level |
| 00:13:10 | 00:13:15 | it's a video it's getting people engaged |
| 00:13:12 | 00:13:16 | cold traffic introducing them to the |
| 00:13:15 | 00:13:20 | product and to the |
| 00:13:16 | 00:13:22 | as well at the consideration level now |
| 00:13:20 | 00:13:25 | you could follow up and retarget these |
| 00:13:22 | 00:13:27 | people say everybody that watched 50% of |
| 00:13:25 | 00:13:31 | this video now you're retargeting them |
| 00:13:27 | 00:13:33 | with a photo ad that shows a photo of |
| 00:13:31 | 00:13:35 | the fireplace and toks about some of |
| 00:13:33 | 00:13:39 | the benefits you know easy to install |
| 00:13:35 | 00:13:42 | and comes with a 10 year warranty and |
| 00:13:39 | 00:13:44 | will make your home so much cozier right |
| 00:13:42 | 00:13:46 | so you're you're leveraging content at |
| 00:13:44 | 00:13:48 | this level this is more traffic because |
| 00:13:46 | 00:13:50 | they've already been exposed to your |
| 00:13:48 | 00:13:52 | product and to your brand and especially |
| 00:13:50 | 00:13:54 | if you're targeting you know people that |
| 00:13:52 | 00:13:56 | have watched 50 percent of your video or |
| 00:13:54 | 00:13:59 | people who have visited the webpage |
| 00:13:56 | 00:14:01 | these are people that showed a level of |
| 00:13:59 | 00:14:03 | interest right so now the warm traffic |
| 00:14:01 | 00:14:06 | and you're just going to be leveraging |
| 00:14:03 | 00:14:09 | content to keep them engaged and in that |
| 00:14:06 | 00:14:12 | purchase decision okay you could be |
| 00:14:09 | 00:14:15 | sharing testimonials as well of a |
| 00:14:12 | 00:14:17 | homeowner that toks about how this |
| 00:14:15 | 00:14:19 | fireplace made their home so much better |
| 00:14:17 | 00:14:22 | something you know and it was so easy to |
| 00:14:19 | 00:14:24 | install or something like that okay and |
| 00:14:22 | 00:14:26 | then to the session level which is |
| 00:14:24 | 00:14:28 | conversions we're going for that |
| 00:14:26 | 00:14:30 | purchase right this is like the final |
| 00:14:28 | 00:14:32 | levels of the campaign now again it's |
| 00:14:30 | 00:14:35 | important to remember that at any one of |
| 00:14:32 | 00:14:36 | these boxes right it could be enough to |
| 00:14:35 | 00:14:38 | trigger a purchase okay if you're doing |
| 00:14:36 | 00:14:40 | a good job on your product page and in |
| 00:14:38 | 00:14:41 | your marketing you could trigger a |
| 00:14:40 | 00:14:43 | purchase here from some people |
| 00:14:41 | 00:14:45 | trigger a purchase here from from a lot |
| 00:14:43 | 00:14:48 | of people as well but then at this |
| 00:14:45 | 00:14:50 | decision level the idea is this is this |
| 00:14:48 | 00:14:52 | is where we're pulling at home right |
| 00:14:50 | 00:14:55 | this is where we're really pushing the |
| 00:14:52 | 00:15:01 | retargeting to our purchase decision of |
| 00:14:55 | 00:15:03 | telling people you know here's $200 $200 |
| 00:15:01 | 00:15:06 | coupon if you decide to order work we're |
| 00:15:03 | 00:15:10 | having a flash sale next 48 hours $200 |
| 00:15:06 | 00:15:12 | coupon use FB 200 and get this electric |
| 00:15:10 | 00:15:15 | fireplace for $200 off okay that's |
| 00:15:12 | 00:15:18 | that's like your hottest traffic you're |
| 00:15:15 | 00:15:21 | you're trying to push them with a final |
| 00:15:18 | 00:15:23 | decision to make that purchase again |
| 00:15:21 | 00:15:26 | you'll be optimizing for purchase |
| 00:15:23 | 00:15:28 | probably at every step of the way but |
| 00:15:26 | 00:15:30 | this is it's just different levels of |
| 00:15:28 | 00:15:32 | intent within the audience and then |
| 00:15:30 | 00:15:34 | finally here loyalty this is another |
| 00:15:32 | 00:15:37 | step after they've already made a |
| 00:15:34 | 00:15:41 | purchase of actually trying to get them |
| 00:15:37 | 00:15:44 | to to go through with another purchase |
| 00:15:41 | 00:15:47 | or buy something else upsell cross-sell |
| 00:15:44 | 00:15:49 | creating loyalty sharing new content |
| 00:15:47 | 00:15:54 | creating ongoing engagement with them |
| 00:15:49 | 00:15:57 | trying to add to the customer value okay |
| 00:15:54 | 00:15:59 | now an announcement as well before we |
| 00:15:57 | 00:16:02 | get started is the campaign budget |
| 00:15:59 | 00:16:05 | optimization Facebook recently made this |
| 00:16:02 | 00:16:07 | official they announced it that campaign |
| 00:16:05 | 00:16:09 | budget optimization will become |
| 00:16:07 | 00:16:13 | permanent to the way everybody wants ads |
| 00:16:09 | 00:16:15 | in September 2019 this will change the |
| 00:16:13 | 00:16:18 | testing strategy as you'll see the |
| 00:16:15 | 00:16:20 | testing strategy right now is based on |
| 00:16:18 | 00:16:22 | setting your budget at the outset level |
| 00:16:20 | 00:16:25 | and testing that way campaign budget |
| 00:16:22 | 00:16:28 | optimization moves your budget to the |
| 00:16:25 | 00:16:30 | campaign level and it's going to change |
| 00:16:28 | 00:16:32 | things all right but if you're watching |
| 00:16:30 | 00:16:33 | this now it's because this is still |
| 00:16:32 | 00:16:35 | relevant |
| 00:16:33 | 00:16:38 | alright this fact doesn't become |
| 00:16:35 | 00:16:42 | permanent until September 2019 and this |
| 00:16:38 | 00:16:45 | content will be updated as soon as it |
| 00:16:42 | 00:16:47 | becomes necessary because it will to |
| 00:16:45 | 00:16:50 | change the custom strategy but up until |
| 00:16:47 | 00:16:53 | that point it's it's not so if you're |
| 00:16:50 | 00:16:55 | unfamiliar with the the campaign budget |
| 00:16:53 | 00:16:59 | optimization it happens here |
| 00:16:55 | 00:17:01 | okay so right now this is an optional |
| 00:16:59 | 00:17:03 | thing when no matter what campaign |
| 00:17:01 | 00:17:06 | you're creating campaign budget |
| 00:17:03 | 00:17:08 | optimization is an optional tab and this |
| 00:17:06 | 00:17:11 | doesn't even used to exist until like |
| 00:17:08 | 00:17:14 | maybe mid 2018 it started to show up and |
| 00:17:11 | 00:17:17 | nobody really used it it was it was not |
| 00:17:14 | 00:17:18 | very good at first and it's it's been |
| 00:17:17 | 00:17:21 | getting better |
| 00:17:18 | 00:17:22 | I still don't use it but it's it's been |
| 00:17:21 | 00:17:25 | getting better and now it's worth |
| 00:17:22 | 00:17:26 | starting to look at and test and I've |
| 00:17:25 | 00:17:28 | been working with some people that are |
| 00:17:26 | 00:17:30 | using this as a strategy which I'll |
| 00:17:28 | 00:17:32 | share kind of what their strategy is |
| 00:17:30 | 00:17:35 | later in here so it's worth it to look |
| 00:17:32 | 00:17:38 | at and test because it is going to |
| 00:17:35 | 00:17:40 | become official but as of right now you |
| 00:17:38 | 00:17:43 | don't need to use it so the difference |
| 00:17:40 | 00:17:45 | is here in the budget and schedule right |
| 00:17:43 | 00:17:51 | now you set your budget at the ad set |
| 00:17:45 | 00:17:54 | level here okay but if you select |
| 00:17:51 | 00:17:57 | campaign budget optimization now you |
| 00:17:54 | 00:18:00 | have to set your budget at the campaign |
| 00:17:57 | 00:18:06 | level and then when you come to the ad |
| 00:18:00 | 00:18:07 | set you no longer have a section to set |
| 00:18:06 | 00:18:12 | the budget okay because that's already |
| 00:18:07 | 00:18:14 | been set at the campaigning level so |
| 00:18:12 | 00:18:16 | what exactly is the the function of |
| 00:18:14 | 00:18:19 | campaign budget optimization that looks |
| 00:18:16 | 00:18:22 | like this this is the current way |
| 00:18:19 | 00:18:24 | without campaign budget optimization you |
| 00:18:22 | 00:18:26 | can create multiple ad sets and you can |
| 00:18:24 | 00:18:28 | set the budget at each ad set level that |
| 00:18:26 | 00:18:30 | way you can allocate the budget the way |
| 00:18:28 | 00:18:33 | that you want to allocate it you have |
| 00:18:30 | 00:18:35 | the control to increase the budget on ad |
| 00:18:33 | 00:18:38 | sets that you like and decrease the |
| 00:18:35 | 00:18:40 | budget on assets you don't like with |
| 00:18:38 | 00:18:43 | campaign budget optimization you can see |
| 00:18:40 | 00:18:45 | this budget is moved to here so instead |
| 00:18:43 | 00:18:48 | of creating an ad set or a budget for |
| 00:18:45 | 00:18:50 | each ad set now you have to do it here |
| 00:18:48 | 00:18:52 | and Facebook is automatikally going to |
| 00:18:50 | 00:18:57 | distribute the budget the way that it |
| 00:18:52 | 00:18:59 | feels best is best for your campaign of |
| 00:18:57 | 00:19:02 | course this is an example basically |
| 00:18:59 | 00:19:05 | taken from Facebook so they're there |
| 00:19:02 | 00:19:07 | making it seem like you know the whole |
| 00:19:05 | 00:19:12 | idea and concept here from Facebook is |
| 00:19:07 | 00:19:15 | that they are going to help optimize |
| 00:19:12 | 00:19:18 | optimize better for you but really I |
| 00:19:15 | 00:19:23 | think I think most of us kind of feel |
| 00:19:18 | 00:19:24 | this is about as Facebook is it seems |
| 00:19:23 | 00:19:28 | like Facebook is trying to phase out the |
| 00:19:24 | 00:19:31 | duplicating ad set tactik to scaling |
| 00:19:28 | 00:19:33 | which we'll tok about here because it |
| 00:19:31 | 00:19:36 | does still work as a tactik right now |
| 00:19:33 | 00:19:38 | but it seems like Facebook is trying to |
| 00:19:36 | 00:19:41 | phase that out it's a tactik for |
| 00:19:38 | 00:19:44 | e-commerce sellers and so it's moving |
| 00:19:41 | 00:19:45 | the budget to the campaign level which |
| 00:19:44 | 00:19:47 | means it'll become about duplicating |
| 00:19:45 | 00:19:49 | your campaign instead of your ad set but |
| 00:19:47 | 00:19:50 | anyway this is the idea that it's |
| 00:19:49 | 00:19:52 | supposed to work better than the |
| 00:19:50 | 00:19:54 | Facebook will identify the best |
| 00:19:52 | 00:19:56 | performing ad sets and allocate more of |
| 00:19:54 | 00:19:57 | your budget there |
| 00:19:56 | 00:20:00 | and if you want to spend more money than |
| 00:19:57 | 00:20:01 | you increase the campaign budget and |
| 00:20:00 | 00:20:05 | then we'll allocate more and more here |
| 00:20:01 | 00:20:06 | but you know that's not necessarily |
| 00:20:05 | 00:20:10 | always been the case in the way that it |
| 00:20:06 | 00:20:13 | actually works right because Facebook's |
| 00:20:10 | 00:20:16 | metrics and understanding of where to |
| 00:20:13 | 00:20:18 | put the money is all based on an |
| 00:20:16 | 00:20:20 | algorithm and it's not the same as a |
| 00:20:18 | 00:20:23 | person actually coming in and looking at |
| 00:20:20 | 00:20:25 | each ad set every day you know in which |
| 00:20:23 | 00:20:27 | case sometimes you might say well I |
| 00:20:25 | 00:20:28 | didn't want to put more money here I |
| 00:20:27 | 00:20:29 | wanted to put more money here because |
| 00:20:28 | 00:20:31 | I'm getting a better |
| 00:20:29 | 00:20:33 | I'm getting a better return on adspend |
| 00:20:31 | 00:20:35 | here and then I am here right and so |
| 00:20:33 | 00:20:37 | that's the problem but we'll see how |
| 00:20:35 | 00:20:39 | this evolves and when it comes time to |
| 00:20:37 | 00:20:42 | update this training we will update it |
| 00:20:39 | 00:20:44 | now moving into some Universal testing |
| 00:20:42 | 00:20:46 | metrics okay these are the numbers |
| 00:20:44 | 00:20:48 | remember and in the beginning I said you |
| 00:20:46 | 00:20:51 | need to remove all motion and you want |
| 00:20:48 | 00:20:54 | to test based on metrics and looking at |
| 00:20:51 | 00:20:58 | the numbers and using that is a data |
| 00:20:54 | 00:21:00 | point okay your CPC is your cost per |
| 00:20:58 | 00:21:03 | click okay when you run an ad and |
| 00:21:00 | 00:21:05 | somebody clicks on the link in the ad or |
| 00:21:03 | 00:21:09 | they click on the button in the ad then |
| 00:21:05 | 00:21:12 | that is a cost per click alright if I |
| 00:21:09 | 00:21:14 | run if I spend 10 dollars on my ad and I |
| 00:21:12 | 00:21:16 | get 10 clicks then I have a $1 cost per |
| 00:21:14 | 00:21:20 | click right it's a metric that shows you |
| 00:21:16 | 00:21:24 | the overall cost compared to the amount |
| 00:21:20 | 00:21:28 | you've spent okay this is a good metric |
| 00:21:24 | 00:21:30 | to look at the effectiveness of your ads |
| 00:21:28 | 00:21:32 | all right because click show buying |
| 00:21:30 | 00:21:34 | intent so if I'm running an ad and |
| 00:21:32 | 00:21:36 | people are clicking it then I know that |
| 00:21:34 | 00:21:38 | people are interested in buying if I'm |
| 00:21:36 | 00:21:41 | running an ad nobody's clicking then I |
| 00:21:38 | 00:21:44 | know that this ad is a miss because |
| 00:21:41 | 00:21:46 | nobody is interested in actually getting |
| 00:21:44 | 00:21:49 | more information about whatever it is |
| 00:21:46 | 00:21:51 | unraidable causing so it's important to |
| 00:21:49 | 00:21:54 | remember that your cost per click is |
| 00:21:51 | 00:21:57 | rolled into your profit margin right so |
| 00:21:54 | 00:22:01 | here's why I say this alright |
| 00:21:57 | 00:22:03 | the ideal CPC cost per click for a 20 to |
| 00:22:01 | 00:22:05 | $80 product is going to be a dollar or |
| 00:22:03 | 00:22:08 | less because your profit margin in that |
| 00:22:05 | 00:22:09 | range if your cost per click gets to be |
| 00:22:08 | 00:22:11 | too high |
| 00:22:09 | 00:22:15 | then you're not going to be profitable |
| 00:22:11 | 00:22:17 | right if you have a profit margin if |
| 00:22:15 | 00:22:19 | you're selling say like that electric |
| 00:22:17 | 00:22:21 | fireplace okay and you are selling an |
| 00:22:19 | 00:22:24 | electric fireplace that has a profit |
| 00:22:21 | 00:22:26 | margin of $500 you can afford a lot |
| 00:22:24 | 00:22:29 | higher of a cost per clip right because |
| 00:22:26 | 00:22:31 | your margin is so much bigger so it's it |
| 00:22:29 | 00:22:34 | is important to remember that your cost |
| 00:22:31 | 00:22:37 | per click is relative but this is a good |
| 00:22:34 | 00:22:40 | indication number here one dollar or |
| 00:22:37 | 00:22:42 | less is where you want to see your CPC |
| 00:22:40 | 00:22:46 | or you know give or take around that so |
| 00:22:42 | 00:22:50 | like if we come in here dollar twenty |
| 00:22:46 | 00:22:55 | nine and this is just a very basic this |
| 00:22:50 | 00:22:58 | is an old ad so dollar twenty-nine cost |
| 00:22:55 | 00:23:00 | per click okay that's that's not |
| 00:22:58 | 00:23:03 | fantastik but it's also close enough for |
| 00:23:00 | 00:23:05 | me that I would keep running it right so |
| 00:23:03 | 00:23:08 | that's this is where your cost per click |
| 00:23:05 | 00:23:10 | is right here and this is the number I'm |
| 00:23:08 | 00:23:12 | toking about so you wanna you want to |
| 00:23:10 | 00:23:14 | keep that in mind as it's an early |
| 00:23:12 | 00:23:16 | indication right because ultimately |
| 00:23:14 | 00:23:19 | what's going to matter is your cost per |
| 00:23:16 | 00:23:21 | purchase but cost per click is an early |
| 00:23:19 | 00:23:23 | indication before you're getting |
| 00:23:21 | 00:23:26 | purchases to determine whether or not an |
| 00:23:23 | 00:23:27 | ad is working and you should keep it |
| 00:23:26 | 00:23:33 | running to see if you're gonna start |
| 00:23:27 | 00:23:37 | getting purchases okay your |
| 00:23:33 | 00:23:42 | click-through rate okay that's that's |
| 00:23:37 | 00:23:50 | that's a typo cuz that's meant to be |
| 00:23:42 | 00:23:53 | cause okay so that's how that should be |
| 00:23:50 | 00:23:54 | so alright click-through rate so your |
| 00:23:53 | 00:23:56 | click-through rate is per is a |
| 00:23:54 | 00:23:58 | percentage number alright percentage of |
| 00:23:56 | 00:24:00 | people clicking on your ad out of the |
| 00:23:58 | 00:24:03 | total amount of people who saw it this |
| 00:24:00 | 00:24:05 | is another way it's just it's a general |
| 00:24:03 | 00:24:07 | metric that you can use to measure the |
| 00:24:05 | 00:24:10 | effectiveness of your ads when you're |
| 00:24:07 | 00:24:14 | testing all right it lets you know if |
| 00:24:10 | 00:24:16 | you have a 1% or more you know if you |
| 00:24:14 | 00:24:18 | have a quick the rate of 1% or more it's |
| 00:24:16 | 00:24:21 | just a good indication that there's |
| 00:24:18 | 00:24:22 | buying intent here people are interested |
| 00:24:21 | 00:24:25 | in this product because they're quick |
| 00:24:22 | 00:24:28 | through at a rate of 1% are hired to |
| 00:24:25 | 00:24:30 | actually see the product page all right |
| 00:24:28 | 00:24:32 | now a note out here for videos and |
| 00:24:30 | 00:24:37 | worldwide targeting your click-through |
| 00:24:32 | 00:24:42 | rate might be lower because your your |
| 00:24:37 | 00:24:45 | CPM is gonna be lower right and for |
| 00:24:42 | 00:24:46 | people who are new let me think of the |
| 00:24:45 | 00:24:48 | best way to explain that when you're |
| 00:24:46 | 00:24:50 | running videos the engagement is so |
| 00:24:48 | 00:24:53 | cheap and when you're running worldwide |
| 00:24:50 | 00:24:55 | targeting the engagement is cheap but |
| 00:24:53 | 00:24:58 | the overall buying intent of the |
| 00:24:55 | 00:25:00 | audience is gonna be lower as well so |
| 00:24:58 | 00:25:02 | you're gonna be reaching more people |
| 00:25:00 | 00:25:05 | which is gonna dilute your click-through |
| 00:25:02 | 00:25:07 | rate okay that's that's the best way I |
| 00:25:05 | 00:25:10 | can think to explain it so it's just a |
| 00:25:07 | 00:25:12 | note to have because 1% is the metric |
| 00:25:10 | 00:25:15 | that I like to see on conversion ads to |
| 00:25:12 | 00:25:18 | highly targeted countries but if you're |
| 00:25:15 | 00:25:21 | running like a video or just complete |
| 00:25:18 | 00:25:22 | worldwide targeting then your |
| 00:25:21 | 00:25:25 | click-through rate is naturally going to |
| 00:25:22 | 00:25:28 | be diluted because of all the cheap the |
| 00:25:25 | 00:25:30 | cheap impressions you're getting |
| 00:25:28 | 00:25:32 | speaking of impressions cost per |
| 00:25:30 | 00:25:35 | impressions is another important metric |
| 00:25:32 | 00:25:37 | alright so going back to here ok |
| 00:25:35 | 00:25:40 | click-through rate here is 0.55 percent |
| 00:25:37 | 00:25:43 | that's that's not fantastik honestly |
| 00:25:40 | 00:25:45 | but again just looking at this as an |
| 00:25:43 | 00:25:47 | example that's what we have there now |
| 00:25:45 | 00:25:50 | your cost per prescience is here all |
| 00:25:47 | 00:25:51 | right this is your number based on 1,000 |
| 00:25:50 | 00:25:54 | impressions how much is Facebook |
| 00:25:51 | 00:25:58 | charging you this is important because |
| 00:25:54 | 00:26:02 | your cost per impressions two reasons |
| 00:25:58 | 00:26:05 | number one your cost per impressions is |
| 00:26:02 | 00:26:07 | how facebook charges you when running |
| 00:26:05 | 00:26:10 | ads alright for every 1000 impressions |
| 00:26:07 | 00:26:12 | on that specific ad I just showed you |
| 00:26:10 | 00:26:15 | for every 1000 impressions I'm getting |
| 00:26:12 | 00:26:18 | charged seven dollars and fourteen cents |
| 00:26:15 | 00:26:21 | right my cost per click is derived from |
| 00:26:18 | 00:26:25 | my cost per impressions right because |
| 00:26:21 | 00:26:26 | based on how expensive this is it's |
| 00:26:25 | 00:26:28 | gonna affect how expensive this is |
| 00:26:26 | 00:26:31 | because how many clicks I'm getting |
| 00:26:28 | 00:26:34 | within the total amount of people that |
| 00:26:31 | 00:26:36 | saw that actually saw my ad is all |
| 00:26:34 | 00:26:41 | directly related to my cost |
| 00:26:36 | 00:26:45 | impressions okay your cost per |
| 00:26:41 | 00:26:48 | impressions also though is going to be |
| 00:26:45 | 00:26:50 | directly related to engagement and |
| 00:26:48 | 00:26:52 | relevance of your ad to the audience so |
| 00:26:50 | 00:26:54 | the higher your engagement the higher |
| 00:26:52 | 00:26:56 | the relevance the lower the cost of |
| 00:26:54 | 00:26:59 | impressions is going to be because |
| 00:26:56 | 00:27:01 | that's that's just the way the auction |
| 00:26:59 | 00:27:03 | system works alright the higher the |
| 00:27:01 | 00:27:05 | relevance and engagement the lower the |
| 00:27:03 | 00:27:07 | cost per impressions will be which is |
| 00:27:05 | 00:27:09 | why generally when you're running videos |
| 00:27:07 | 00:27:11 | your cost per impressions is a lot lower |
| 00:27:09 | 00:27:13 | because your engagement is so much |
| 00:27:11 | 00:27:16 | higher every time somebody watches a |
| 00:27:13 | 00:27:17 | video that counts as engagement if they |
| 00:27:16 | 00:27:19 | watch a video for more than three |
| 00:27:17 | 00:27:21 | seconds that counts as engagement so |
| 00:27:19 | 00:27:23 | with your engagement being so high your |
| 00:27:21 | 00:27:25 | cost for impressions is generally a lot |
| 00:27:23 | 00:27:27 | lower which allows you to reach a lot |
| 00:27:25 | 00:27:28 | more people with videos but it also |
| 00:27:27 | 00:27:31 | means that your click-through rate is |
| 00:27:28 | 00:27:35 | going to be lower because that |
| 00:27:31 | 00:27:37 | engagement is so much cheaper but it |
| 00:27:35 | 00:27:39 | doesn't directly correlate to people |
| 00:27:37 | 00:27:42 | wanting to actually click through your |
| 00:27:39 | 00:27:44 | product right now it's important in |
| 00:27:42 | 00:27:48 | those that you don't optimize for CPM |
| 00:27:44 | 00:27:51 | okay now why does this matter because |
| 00:27:48 | 00:27:54 | we're optimizing for purchase right in |
| 00:27:51 | 00:27:57 | in this example here we're optimizing |
| 00:27:54 | 00:28:01 | for purchase this is this is a purchased |
| 00:27:57 | 00:28:04 | conversion ad so I'm getting charged by |
| 00:28:01 | 00:28:07 | impressions but I'm optimizing for |
| 00:28:04 | 00:28:09 | purchased you could have a very high |
| 00:28:07 | 00:28:11 | cost per impression but still have a |
| 00:28:09 | 00:28:13 | profitable cost per purchase that's why |
| 00:28:11 | 00:28:16 | it's important to understand now |
| 00:28:13 | 00:28:18 | sometimes your CPM to just be ridiculous |
| 00:28:16 | 00:28:21 | it can make it hard the test right for |
| 00:28:18 | 00:28:23 | example if you have a CPM of $50 that |
| 00:28:21 | 00:28:26 | means to reach a thousand people you're |
| 00:28:23 | 00:28:30 | spending $50 now you might still be |
| 00:28:26 | 00:28:32 | profitable running that ad but you have |
| 00:28:30 | 00:28:34 | to spend a lot more to scale that |
| 00:28:32 | 00:28:36 | product right because it costs more to |
| 00:28:34 | 00:28:38 | reach more people so even though you're |
| 00:28:36 | 00:28:41 | you're spending at a profitable ratio |
| 00:28:38 | 00:28:46 | you're still spending more to reach more |
| 00:28:41 | 00:28:48 | people okay excuse me so that's my cost |
| 00:28:46 | 00:28:49 | per impression matters but you have to |
| 00:28:48 | 00:28:53 | remember |
| 00:28:49 | 00:28:59 | in context to your to your actual |
| 00:28:53 | 00:29:02 | conversion number a few more notes on |
| 00:28:59 | 00:29:03 | cost per impression the lower your CPM |
| 00:29:02 | 00:29:05 | this is what I just said the lower your |
| 00:29:03 | 00:29:06 | CPM the better your marketing efforts |
| 00:29:05 | 00:29:08 | and the more cheaper it is to reach more |
| 00:29:06 | 00:29:11 | people keep in mind competitive |
| 00:29:08 | 00:29:14 | audiences are going to have higher cost |
| 00:29:11 | 00:29:16 | per impression because they convert |
| 00:29:14 | 00:29:19 | better so more your cost per impression |
| 00:29:16 | 00:29:22 | is also going to fluctuate based on the |
| 00:29:19 | 00:29:23 | competition if there's a lot of people |
| 00:29:22 | 00:29:25 | competing for the same audience it's |
| 00:29:23 | 00:29:29 | going to naturally raise the cost |
| 00:29:25 | 00:29:32 | because it's an auction-based system so |
| 00:29:29 | 00:29:34 | if you're competing with a really |
| 00:29:32 | 00:29:36 | competitive audience or like if you're |
| 00:29:34 | 00:29:39 | competing doing really competitive |
| 00:29:36 | 00:29:42 | marketing times like holidays and |
| 00:29:39 | 00:29:43 | seasonal times and your cost per |
| 00:29:42 | 00:29:49 | impression is naturally going to be |
| 00:29:43 | 00:29:52 | higher ideal CPM for products is less |
| 00:29:49 | 00:29:56 | than $20 okay this says ideal CPM for |
| 00:29:52 | 00:29:57 | $20 to $80 products right so products |
| 00:29:56 | 00:30:03 | that are in the 20 to 80 dollar range |
| 00:29:57 | 00:30:05 | your CPM being under $20 is an ideal |
| 00:30:03 | 00:30:08 | cost per impressions okay and videos |
| 00:30:05 | 00:30:13 | help you get lower CPM because they have |
| 00:30:08 | 00:30:16 | higher engagement now cost per result is |
| 00:30:13 | 00:30:19 | the next one so there are many based on |
| 00:30:16 | 00:30:22 | what you choose to optimize for right |
| 00:30:19 | 00:30:24 | there's there's multiple things you can |
| 00:30:22 | 00:30:26 | choose to optimize for right on on a |
| 00:30:24 | 00:30:28 | conversion ad these are all the choices |
| 00:30:26 | 00:30:31 | you have you can optimize for view |
| 00:30:28 | 00:30:33 | content for Add to Cart for at I mean I |
| 00:30:31 | 00:30:35 | don't ever use search or add to wishlist |
| 00:30:33 | 00:30:37 | right but they are conversion events but |
| 00:30:35 | 00:30:40 | anyway the main ones are view content |
| 00:30:37 | 00:30:43 | add to cart initiate check out and |
| 00:30:40 | 00:30:45 | purchased you can also lead you know |
| 00:30:43 | 00:30:47 | there's there's a lot of own but for the |
| 00:30:45 | 00:30:49 | most part within e-commerce that's the |
| 00:30:47 | 00:30:50 | ones you're gonna care about purchase |
| 00:30:49 | 00:30:57 | Add to Cart |
| 00:30:50 | 00:30:58 | if you content okay so most people are |
| 00:30:57 | 00:31:01 | going to just optimize for purchase |
| 00:30:58 | 00:31:02 | right that's that's the main cost per |
| 00:31:01 | 00:31:04 | result we care about but |
| 00:31:02 | 00:31:08 | it's important to understand that when |
| 00:31:04 | 00:31:08 | you're looking at here cost per result |
| 00:31:09 | 00:31:14 | this is going to be whatever the cost |
| 00:31:12 | 00:31:16 | per result it shows you is going to be |
| 00:31:14 | 00:31:18 | whatever you're optimizing for in that |
| 00:31:16 | 00:31:20 | campaign so the reason I have them all |
| 00:31:18 | 00:31:22 | listed is because you might optimize for |
| 00:31:20 | 00:31:24 | something different but cost per |
| 00:31:22 | 00:31:31 | purchase is the main one that I'm going |
| 00:31:24 | 00:31:33 | to tok about and there is no Universal |
| 00:31:31 | 00:31:35 | number or guideline that you should look |
| 00:31:33 | 00:31:36 | for with these because it's all based on |
| 00:31:35 | 00:31:38 | your funnel and the profit margin of |
| 00:31:36 | 00:31:40 | your product right your cost per |
| 00:31:38 | 00:31:43 | purchase is the main one we're going to |
| 00:31:40 | 00:31:45 | tok about because this is your customer |
| 00:31:43 | 00:31:47 | acquisition cost this is your magic |
| 00:31:45 | 00:31:50 | number in marketing this determines how |
| 00:31:47 | 00:31:54 | profitable your campaign is okay this is |
| 00:31:50 | 00:31:56 | the one variable in everything that you |
| 00:31:54 | 00:31:59 | do right because your gross profit in |
| 00:31:56 | 00:32:02 | marketing and advertising equals |
| 00:31:59 | 00:32:05 | whatever your gross sale with shipping |
| 00:32:02 | 00:32:07 | is okay so say I'm selling a product for |
| 00:32:05 | 00:32:10 | seventeen ninety five plus four ninety |
| 00:32:07 | 00:32:15 | five shipping okay that's this number |
| 00:32:10 | 00:32:19 | here comes out to what 2294 and then I |
| 00:32:15 | 00:32:22 | subtract my cost of goods sold and my |
| 00:32:19 | 00:32:25 | cost per purchase okay I know what my |
| 00:32:22 | 00:32:27 | cost of goods sold is before I start |
| 00:32:25 | 00:32:32 | advertising if my product with shipping |
| 00:32:27 | 00:32:34 | cost 2294 to the customer and then my |
| 00:32:32 | 00:32:37 | cost of goods sold with shipping is ten |
| 00:32:34 | 00:32:40 | dollars I know that I had a thirteen |
| 00:32:37 | 00:32:43 | dollar and ninety four cent margin right |
| 00:32:40 | 00:32:44 | and then of course your fees come out of |
| 00:32:43 | 00:32:46 | that but really what matters here is |
| 00:32:44 | 00:32:48 | your cost per purchase I know I have a |
| 00:32:46 | 00:32:52 | thirteen dollar and ninety four cent |
| 00:32:48 | 00:32:57 | margin so now I understand based on that |
| 00:32:52 | 00:32:59 | margin where my cost per my cost per |
| 00:32:57 | 00:33:01 | purchase needs to be right it needs to |
| 00:32:59 | 00:33:04 | be under thirteen dollars and ninety |
| 00:33:01 | 00:33:05 | four cents for me to be profitable so it |
| 00:33:04 | 00:33:07 | all becomes about your customer |
| 00:33:05 | 00:33:09 | acquisition cost so this is your most |
| 00:33:07 | 00:33:11 | important number in business and in |
| 00:33:09 | 00:33:15 | marketing because this is how you scale |
| 00:33:11 | 00:33:16 | right so an example that I learned a |
| 00:33:15 | 00:33:18 | long time |
| 00:33:16 | 00:33:21 | go and I think has always been nice for |
| 00:33:18 | 00:33:24 | working is is understanding in terms of |
| 00:33:21 | 00:33:27 | like your your first of all you need to |
| 00:33:24 | 00:33:29 | have a target acquisition cost okay so a |
| 00:33:27 | 00:33:31 | lot of people tok about like you know |
| 00:33:29 | 00:33:33 | the question how do you price products |
| 00:33:31 | 00:33:34 | how do you price your product well this |
| 00:33:33 | 00:33:37 | is how you price your product right here |
| 00:33:34 | 00:33:41 | based on this formula okay you will get |
| 00:33:37 | 00:33:44 | your cost of goods sold first alright |
| 00:33:41 | 00:33:51 | and you have to look at the market price |
| 00:33:44 | 00:33:55 | point so say you're selling let's just |
| 00:33:51 | 00:33:58 | think of an example say you're selling a |
| 00:33:55 | 00:34:01 | backpack okay you're selling a backpack |
| 00:33:58 | 00:34:03 | your cost of goods sold with shipping |
| 00:34:01 | 00:34:06 | let's say the backpack is twenty dollars |
| 00:34:03 | 00:34:08 | in it and cost three dollars to ship it |
| 00:34:06 | 00:34:10 | a packet around the world alright so |
| 00:34:08 | 00:34:11 | your cost of goods sold plus shipping is |
| 00:34:10 | 00:34:15 | twenty three dollars |
| 00:34:11 | 00:34:18 | okay now you say the market price on |
| 00:34:15 | 00:34:20 | that is generally for comparable models |
| 00:34:18 | 00:34:23 | the market price is somewhere around |
| 00:34:20 | 00:34:26 | forty nine ninety five okay let's just |
| 00:34:23 | 00:34:27 | say fifty for making it easy so it's a |
| 00:34:26 | 00:34:29 | fifty dollar backpack to the end |
| 00:34:27 | 00:34:32 | consumer you're paying twenty three |
| 00:34:29 | 00:34:34 | dollars to fulfill that backpack means |
| 00:34:32 | 00:34:38 | you have a twenty seven dollar margin in |
| 00:34:34 | 00:34:40 | between right so now you know that based |
| 00:34:38 | 00:34:42 | on that twenty seven dollar margin you |
| 00:34:40 | 00:34:47 | need to have a customer a target |
| 00:34:42 | 00:34:49 | customer acquisition cost in that |
| 00:34:47 | 00:34:52 | situation you need to think about how |
| 00:34:49 | 00:34:54 | much profit you want to make okay so out |
| 00:34:52 | 00:34:56 | of that twenty seven dollar margin you |
| 00:34:54 | 00:34:59 | know you're gonna have some sort of cost |
| 00:34:56 | 00:35:04 | per purchase obviously so let's say you |
| 00:34:59 | 00:35:07 | decide my target is going to be fifteen |
| 00:35:04 | 00:35:09 | dollars okay your target customer |
| 00:35:07 | 00:35:13 | acquisition cost is $15 that would leave |
| 00:35:09 | 00:35:14 | you with $12 profit margin pure profit |
| 00:35:13 | 00:35:16 | margin for every product you sold that |
| 00:35:14 | 00:35:19 | would be a twelve dollar profit margin |
| 00:35:16 | 00:35:22 | out of a fifty dollar sale which would |
| 00:35:19 | 00:35:22 | be let's say let's |
| 00:35:24 | 00:35:28 | would be a 24 percent profit margin not |
| 00:35:27 | 00:35:30 | terrible right if you wanted to try to |
| 00:35:28 | 00:35:36 | keep it at a 30 percent profit margin |
| 00:35:30 | 00:35:39 | then you would have to do it at you have |
| 00:35:36 | 00:35:41 | to be making $15 per sale right which |
| 00:35:39 | 00:35:44 | means you would have to set your |
| 00:35:41 | 00:35:46 | customer acquisition cost at 12 dollars |
| 00:35:44 | 00:35:47 | that would be your target cost right you |
| 00:35:46 | 00:35:49 | see how that works so you're kind of |
| 00:35:47 | 00:35:51 | working backwards because you said okay |
| 00:35:49 | 00:35:53 | I'm gonna be selling this backpack for |
| 00:35:51 | 00:35:56 | $50.00 that's that's the fair market |
| 00:35:53 | 00:36:00 | value of this backpack and I'm sourcing |
| 00:35:56 | 00:36:03 | it for 23 so at that $27 margin I want |
| 00:36:00 | 00:36:07 | to make a 30% profit margin on this so |
| 00:36:03 | 00:36:09 | my target acquisition cost is $12 now |
| 00:36:07 | 00:36:12 | when you come over here and you have |
| 00:36:09 | 00:36:15 | your target acquisition cost your green |
| 00:36:12 | 00:36:17 | light to scale is going to be anything |
| 00:36:15 | 00:36:19 | that's less than that so if you start |
| 00:36:17 | 00:36:24 | marketing and you're getting sales for |
| 00:36:19 | 00:36:26 | $8 cost per purchase then you're in |
| 00:36:24 | 00:36:28 | you're in the green light scale scale |
| 00:36:26 | 00:36:31 | scale keep increasing the budget until |
| 00:36:28 | 00:36:32 | your cost per purchase gets to a point |
| 00:36:31 | 00:36:36 | where it starts to reach the threshold |
| 00:36:32 | 00:36:38 | yellow light right so you start to scale |
| 00:36:36 | 00:36:42 | naturally as you scale and start to |
| 00:36:38 | 00:36:44 | branch into a larger audience your cost |
| 00:36:42 | 00:36:45 | per purchase will increase okay because |
| 00:36:44 | 00:36:48 | you'll start running out of the most |
| 00:36:45 | 00:36:51 | dedicated buyers and you'll start |
| 00:36:48 | 00:36:55 | reaching into larger pools so say it |
| 00:36:51 | 00:36:57 | starts to increase and you get - now |
| 00:36:55 | 00:37:00 | it's rising it's rising it's go - it's |
| 00:36:57 | 00:37:01 | like at ten dollars okay so now it's |
| 00:37:00 | 00:37:03 | time to start slowing down a little |
| 00:37:01 | 00:37:06 | because you're quickly approaching your |
| 00:37:03 | 00:37:08 | $12 target cost right |
| 00:37:06 | 00:37:12 | and then the red light of course is |
| 00:37:08 | 00:37:14 | going to be if you are over your your |
| 00:37:12 | 00:37:17 | target cost so you you stopped you |
| 00:37:14 | 00:37:20 | started to slow down but another week |
| 00:37:17 | 00:37:22 | later even what's slowing down it's now |
| 00:37:20 | 00:37:25 | up to thirteen dollars you're no longer |
| 00:37:22 | 00:37:29 | profitable so it's time to cut that off |
| 00:37:25 | 00:37:31 | you need to know what your target cost |
| 00:37:29 | 00:37:35 | is now a few important notes to make on |
| 00:37:31 | 00:37:37 | this right is that number one number one |
| 00:37:35 | 00:37:40 | with your target cost |
| 00:37:37 | 00:37:43 | is going to be the idea that you can |
| 00:37:40 | 00:37:47 | adjust your adjust your selling price |
| 00:37:43 | 00:37:49 | okay to try to increase their margin so |
| 00:37:47 | 00:37:50 | that you can make more money right once |
| 00:37:49 | 00:37:52 | once you look at these numbers if you |
| 00:37:50 | 00:37:54 | say well there's just not enough profit |
| 00:37:52 | 00:37:58 | margin in here then increase the price |
| 00:37:54 | 00:38:01 | to try to bring your margin up all right |
| 00:37:58 | 00:38:05 | or also you can decrease the cost of |
| 00:38:01 | 00:38:08 | goods sold by sourcing directly through |
| 00:38:05 | 00:38:12 | you know through a company like wheel |
| 00:38:08 | 00:38:13 | but also when you start to get here to |
| 00:38:12 | 00:38:16 | your threshold you can do things like |
| 00:38:13 | 00:38:19 | change the offer or add a bundle offer |
| 00:38:16 | 00:38:23 | or add an upsell that helps to increase |
| 00:38:19 | 00:38:25 | the overall average order value to then |
| 00:38:23 | 00:38:27 | bring you back into the profitability |
| 00:38:25 | 00:38:30 | point so those are more advanced |
| 00:38:27 | 00:38:33 | concepts of how you can take something |
| 00:38:30 | 00:38:35 | and make it more profitable without |
| 00:38:33 | 00:38:37 | actually changing the customer |
| 00:38:35 | 00:38:39 | acquisition cost like the customer |
| 00:38:37 | 00:38:41 | acquisition cost might be what it is and |
| 00:38:39 | 00:38:42 | then if you still want to sell that |
| 00:38:41 | 00:38:45 | product and you believe in that product |
| 00:38:42 | 00:38:47 | it's your responsibility to either sell |
| 00:38:45 | 00:38:51 | the product for a higher cost or add |
| 00:38:47 | 00:38:53 | other elements into the offer that |
| 00:38:51 | 00:38:57 | increased the overall average order |
| 00:38:53 | 00:39:00 | value return on adspend |
| 00:38:57 | 00:39:01 | this is this is another important metric |
| 00:39:00 | 00:39:03 | because it references how much money |
| 00:39:01 | 00:39:05 | you're gonna make back for every dollar |
| 00:39:03 | 00:39:07 | you spend so if I spend a dollar in |
| 00:39:05 | 00:39:11 | advertising and I make back ten dollars |
| 00:39:07 | 00:39:11 | and that's a ten times return on adspend |
| 00:39:14 | 00:39:22 | here this year website purchased return |
| 00:39:19 | 00:39:26 | on that spin okay so this is a to 1.94 |
| 00:39:22 | 00:39:29 | because my acquisition cost was twenty |
| 00:39:26 | 00:39:32 | dollars and I made back thirty nine |
| 00:39:29 | 00:39:34 | ninety eight so one point nine for which |
| 00:39:32 | 00:39:37 | the return on adspend on that example so |
| 00:39:34 | 00:39:39 | this is a number you want to be careful |
| 00:39:37 | 00:39:42 | about because it doesn't actually factor |
| 00:39:39 | 00:39:44 | in profit right and just seeing |
| 00:39:42 | 00:39:46 | somebody's return on adspend |
| 00:39:44 | 00:39:48 | like there's there's different levels of |
| 00:39:46 | 00:39:49 | awareness your return on adspend is |
| 00:39:48 | 00:39:51 | generally going to be much higher on a |
| 00:39:49 | 00:39:55 | retargeting ad than it is on a cold |
| 00:39:51 | 00:39:59 | traffic ad so it's a good metric to help |
| 00:39:55 | 00:40:00 | you monitor your performance but it's |
| 00:39:59 | 00:40:02 | kind of like take it with a grain of |
| 00:40:00 | 00:40:04 | salt if you see somebody else toking |
| 00:40:02 | 00:40:05 | about their return on adspend cuz |
| 00:40:04 | 00:40:08 | there's a lot of factors they could |
| 00:40:05 | 00:40:10 | affect this like if it's a hot audience |
| 00:40:08 | 00:40:13 | or cold audience it's a retargeting |
| 00:40:10 | 00:40:16 | campaign or you know different things |
| 00:40:13 | 00:40:18 | but overall it's a good indicator |
| 00:40:16 | 00:40:20 | because it can help you with your scale |
| 00:40:18 | 00:40:24 | and right you generally want to look for |
| 00:40:20 | 00:40:26 | ads that are like 2.5 return on adspend |
| 00:40:24 | 00:40:28 | or higher but mostly it's gonna come |
| 00:40:26 | 00:40:31 | down near profitability all right which |
| 00:40:28 | 00:40:34 | is why I tend to look at this as my |
| 00:40:31 | 00:40:36 | scaling metric okay I look at this |
| 00:40:34 | 00:40:40 | formula and I setup myself with |
| 00:40:36 | 00:40:43 | thresholds of understanding where you |
| 00:40:40 | 00:40:48 | know where my number needs to be in |
| 00:40:43 | 00:40:52 | order for me to scale profitably okay |
| 00:40:48 | 00:40:55 | now moving into this is the last thing |
| 00:40:52 | 00:41:00 | I'm actually gonna make this two videos |
| 00:40:55 | 00:41:02 | okay because from here I mean this this |
| 00:41:00 | 00:41:04 | is basically giving us all the stuff |
| 00:41:02 | 00:41:06 | moving into and toking about like |
| 00:41:04 | 00:41:08 | introductory stuff testing metrics and |
| 00:41:06 | 00:41:11 | now looking at customizing your ads |
| 00:41:08 | 00:41:14 | manager column and then from here we're |
| 00:41:11 | 00:41:17 | gonna get into actual testing strategies |
| 00:41:14 | 00:41:18 | okay so let's let's just look at this |
| 00:41:17 | 00:41:21 | vast part of customizing your ads |
| 00:41:18 | 00:41:23 | manager column alright and that's in |
| 00:41:21 | 00:41:24 | here you can see mines called custom |
| 00:41:23 | 00:41:26 | econ you can |
| 00:41:24 | 00:41:27 | the customize columns and basically |
| 00:41:26 | 00:41:30 | there's a few things that you want to |
| 00:41:27 | 00:41:34 | see all right this this is how I like to |
| 00:41:30 | 00:41:36 | have mine set up here and this is this |
| 00:41:34 | 00:41:40 | is what you can do over here okay you |
| 00:41:36 | 00:41:42 | scroll through you scroll through and |
| 00:41:40 | 00:41:44 | you can select which ones you want so I |
| 00:41:42 | 00:41:51 | like to see the amount spent the budget |
| 00:41:44 | 00:41:54 | the results cost per result delivery |
| 00:41:51 | 00:41:58 | impressions cost per impressions |
| 00:41:54 | 00:42:00 | frequency cost per post engagement |
| 00:41:58 | 00:42:03 | uniquely clicks okay this is not to be |
| 00:42:00 | 00:42:05 | confused with all right you see there's |
| 00:42:03 | 00:42:07 | many different types of clicks I like |
| 00:42:05 | 00:42:10 | unique link clicks because that's only |
| 00:42:07 | 00:42:12 | people who performed the the click once |
| 00:42:10 | 00:42:14 | right because if people click more than |
| 00:42:12 | 00:42:19 | once then that can be confusing so |
| 00:42:14 | 00:42:24 | unique link clicks cost per click call |
| 00:42:19 | 00:42:29 | I'm sorry cost per link click right here |
| 00:42:24 | 00:42:31 | CPC cost per click click CTR late |
| 00:42:29 | 00:42:32 | click-through rate and then these are |
| 00:42:31 | 00:42:35 | all your standard conversion events |
| 00:42:32 | 00:42:38 | website content views website add cards |
| 00:42:35 | 00:42:41 | website purchases then of course your |
| 00:42:38 | 00:42:46 | cost per purchase right here you're in |
| 00:42:41 | 00:42:48 | your standard events okay there's a lot |
| 00:42:46 | 00:42:52 | of them but these are the ones that I'm |
| 00:42:48 | 00:42:54 | looking at for e-commerce then your |
| 00:42:52 | 00:42:57 | website purchase return on adspend |
| 00:42:54 | 00:42:59 | and your website purchase conversion |
| 00:42:57 | 00:43:02 | value right so you would select them all |
| 00:42:59 | 00:43:04 | you can save it as a preset and name it |
| 00:43:02 | 00:43:06 | and then click apply and then you'll |
| 00:43:04 | 00:43:08 | have them all there so as you go through |
| 00:43:06 | 00:43:11 | these are all important in their own way |
| 00:43:08 | 00:43:15 | obviously amount spending budget so is |
| 00:43:11 | 00:43:18 | self-explanatory results will give you |
| 00:43:15 | 00:43:20 | all of your results right so here you |
| 00:43:18 | 00:43:22 | can come to see all the results based on |
| 00:43:20 | 00:43:24 | your conversion events how many people |
| 00:43:22 | 00:43:27 | Add to Cart and this year and checkout |
| 00:43:24 | 00:43:29 | purchased content views all of them are |
| 00:43:27 | 00:43:31 | here cost per result will give you the |
| 00:43:29 | 00:43:34 | one that you're optimizing for whatever |
| 00:43:31 | 00:43:35 | main optimizing for here |
| 00:43:34 | 00:43:37 | I like to see impressions because it |
| 00:43:35 | 00:43:40 | lets me know how many people might add |
| 00:43:37 | 00:43:41 | has reached cost per impressions we |
| 00:43:40 | 00:43:43 | already toked about that it helps you |
| 00:43:41 | 00:43:46 | see how expensive your ad is to run |
| 00:43:43 | 00:43:48 | frequency isn't as nice know because |
| 00:43:46 | 00:43:51 | frequency is how many times the average |
| 00:43:48 | 00:43:53 | person saw your ad so once your |
| 00:43:51 | 00:43:56 | frequency starts to creep up higher you |
| 00:43:53 | 00:43:58 | know then 2 or 3 you want to be watching |
| 00:43:56 | 00:44:01 | that because it means there's you should |
| 00:43:58 | 00:44:06 | probably refresh the creative or or |
| 00:44:01 | 00:44:08 | change up the change of the marketing |
| 00:44:06 | 00:44:10 | because they're starting to see that ad |
| 00:44:08 | 00:44:12 | a lot the high frequency okay |
| 00:44:10 | 00:44:14 | cost per post engagement doesn't matter |
| 00:44:12 | 00:44:16 | as much I just I just have it there |
| 00:44:14 | 00:44:19 | because if I'm running an engagement at |
| 00:44:16 | 00:44:20 | than I like to see you know what my |
| 00:44:19 | 00:44:22 | engagement cost is but when you're |
| 00:44:20 | 00:44:23 | running a conversion at generally your |
| 00:44:22 | 00:44:25 | engagement cost is going to be higher |
| 00:44:23 | 00:44:27 | because that's not the objective and |
| 00:44:25 | 00:44:29 | then we already toked about unique link |
| 00:44:27 | 00:44:32 | clicks cost per lead clicked |
| 00:44:29 | 00:44:34 | click-through rate these helped me see |
| 00:44:32 | 00:44:36 | like before you have a purchase these |
| 00:44:34 | 00:44:38 | are all really good numbers to help me |
| 00:44:36 | 00:44:40 | know if my ad is running well if I've |
| 00:44:38 | 00:44:42 | been running an ad and I'm getting no |
| 00:44:40 | 00:44:44 | clicks then I know it's not worth |
| 00:44:42 | 00:44:46 | continuing to run that ad but out if I'm |
| 00:44:44 | 00:44:47 | getting if I'm running an ad and I don't |
| 00:44:46 | 00:44:48 | have any purchases yet but I've been |
| 00:44:47 | 00:44:50 | getting a lot of clicks and I have a |
| 00:44:48 | 00:44:53 | great click-through rate and I have |
| 00:44:50 | 00:44:55 | website content views and I see people |
| 00:44:53 | 00:44:56 | are starting to Add to Cart then I know |
| 00:44:55 | 00:44:58 | this ad is worth continuing to run |
| 00:44:56 | 00:45:00 | because Facebook is just now wearing a |
| 00:44:58 | 00:45:02 | it's narrowing in and starting to find |
| 00:45:00 | 00:45:04 | the most likely people and eventually I |
| 00:45:02 | 00:45:06 | should start to get some purchases okay |
| 00:45:04 | 00:45:08 | and then once you do get your purchases |
| 00:45:06 | 00:45:12 | you're using cost per purchased return |
| 00:45:08 | 00:45:15 | on adspend to measure if it's actually a |
| 00:45:12 | 00:45:18 | profitable if it's a profitable ad that |
| 00:45:15 | 00:45:19 | you can continue scaling or if you have |
| 00:45:18 | 00:45:22 | to make adjustments in your funnel to |
| 00:45:19 | 00:45:25 | make it profitable alright |
| 00:45:22 | 00:45:27 | so that's everything for this first part |
| 00:45:25 | 00:45:28 | now we're gonna in the second part we're |
| 00:45:27 | 00:45:32 | going to come back and start toking |
| 00:45:28 | 00:45:32 | about the actual testing strategies |
Congratulation! You have finally finished reading Facebook Ads Testing - Part 1 and l believe you have enough understanding Facebook Ads Testing - Part 1.
Come on and read the rest of the article!
