How to Know if Your Facebook Ads Will Work
Published on: December 5 2022 by Social Media Examiner
How to Know if Your Facebook Ads Will Work
Table of Contents About How to Know if Your Facebook Ads Will Work
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| 00:00:00 | 00:00:02 | - The number one thing you need to be doing is testing, |
| 00:00:04 | 00:00:06 | but that also kind of relates to how much you're gonna spend |
| 00:00:06 | 00:00:09 | because you have to spend some money |
| 00:00:09 | 00:00:13 | in order to get a significant result with your test. |
| 00:00:13 | 00:00:16 | (upbeat music) |
| 00:00:16 | 00:00:18 | - Today, I'm very excited to be joined by Andrea Vahl. |
| 00:00:18 | 00:00:21 | If you don't know who Andrew is, she's a Facebook ads expert |
| 00:00:21 | 00:00:24 | who helps entrepreneurs grow their leads and sales |
| 00:00:24 | 00:00:27 | with Facebook, Instagram, and Google Ads. |
| 00:00:27 | 00:00:30 | She's also the author of Facebook Ads Made Simple, |
| 00:00:30 | 00:00:33 | and her course is called Facebook Advertising Secrets. |
| 00:00:33 | 00:00:35 | Andrea, welcome back to the show, how are you doing today? |
| 00:00:35 | 00:00:37 | - I'm doing great, Mike. |
| 00:00:37 | 00:00:39 | It is so great to be back on the show. |
| 00:00:39 | 00:00:40 | Thanks for having me. |
| 00:00:40 | 00:00:42 | - I'm excited to have you back and today, |
| 00:00:42 | 00:00:44 | Andrea and I are gonna explore a process |
| 00:00:44 | 00:00:45 | that will help you know |
| 00:00:45 | 00:00:49 | if your ads will be successful on Facebook. |
| 00:00:49 | 00:00:53 | Now, Andrea, I guess my first question for you is, |
| 00:00:53 | 00:00:56 | you know, we live in this era right now |
| 00:00:56 | 00:00:58 | where TikTok is getting a lot of attention, |
| 00:00:58 | 00:01:01 | and YouTube is getting a lot of attention, |
| 00:01:01 | 00:01:04 | and Facebook isn't quite getting as much attention |
| 00:01:04 | 00:01:05 | as it used to. |
| 00:01:05 | 00:01:06 | Same thing with Instagram, |
| 00:01:06 | 00:01:09 | it's not quite as like hot and sexy as it used to. |
| 00:01:09 | 00:01:12 | So from your perspective, |
| 00:01:12 | 00:01:15 | why should marketers still focus on Facebook and Instagram? |
| 00:01:15 | 00:01:18 | - Yeah, I mean, it is definitely not the hottest platform |
| 00:01:18 | 00:01:20 | that people are excited about anymore, |
| 00:01:20 | 00:01:24 | but it's still the top social network out there. |
| 00:01:24 | 00:01:27 | It's got, I was just looking up to some of these numbers, |
| 00:01:27 | 00:01:30 | 'cause I was curious to see where things were at, |
| 00:01:30 | 00:01:35 | it's 2.9 billion monthly active users. |
| 00:01:35 | 00:01:37 | And to put that perspective, |
| 00:01:37 | 00:01:39 | YouTube is 2.5 billion. |
| 00:01:39 | 00:01:41 | So, you know, definitely I think, you know, |
| 00:01:41 | 00:01:44 | some of these platforms are interesting and exciting |
| 00:01:44 | 00:01:48 | to explore, but Facebook is still number one. |
| 00:01:48 | 00:01:52 | Instagram is at 1.44 billion, |
| 00:01:52 | 00:01:54 | and they recently did some different calculations |
| 00:01:54 | 00:01:57 | on their monthly active users, but you know, |
| 00:01:57 | 00:01:58 | these platforms, if you've got, |
| 00:01:58 | 00:02:00 | if you're advertising on Facebook, |
| 00:02:00 | 00:02:03 | you can obviously advertise on Facebook and Instagram, |
| 00:02:03 | 00:02:06 | and if we compare TikTok, |
| 00:02:06 | 00:02:10 | it's at one billion right now of monthly active users, |
| 00:02:10 | 00:02:12 | but your audience may not be there. |
| 00:02:12 | 00:02:15 | You know, if your audience skews a little bit older, |
| 00:02:15 | 00:02:17 | you're not trying to reach the, you know, |
| 00:02:17 | 00:02:21 | kids who don't have as much of a budget anyway, |
| 00:02:21 | 00:02:23 | maybe to spend, |
| 00:02:23 | 00:02:26 | then you really do need to be still advertising |
| 00:02:26 | 00:02:28 | on Facebook, Instagram, |
| 00:02:28 | 00:02:32 | and for sure you can consider diversifying, |
| 00:02:32 | 00:02:35 | I'm highly recommending that these days, diversifying, |
| 00:02:35 | 00:02:37 | checking out Google Ads, if you've never done Google Ads, |
| 00:02:37 | 00:02:40 | checking out YouTube ads, maybe exploring |
| 00:02:41 | 00:02:44 | TikTok and Snapchat and things like that. |
| 00:02:44 | 00:02:47 | See how they do it always helps to test to see |
| 00:02:47 | 00:02:50 | what's working best, 'cause things shift and change. |
| 00:02:50 | 00:02:52 | So you gotta be out there and testing, |
| 00:02:52 | 00:02:54 | but Facebook is still number one |
| 00:02:54 | 00:02:57 | in terms of number of people on it. |
| 00:02:57 | 00:02:59 | - Well, and I think the other big advantage |
| 00:02:59 | 00:03:02 | that Facebook has specifically over YouTube and TikTok is |
| 00:03:02 | 00:03:04 | you don't have to have video, right? |
| 00:03:04 | 00:03:07 | I mean like your ads could be just images, right? |
| 00:03:07 | 00:03:10 | With text, and if you're not at the point where you have |
| 00:03:10 | 00:03:12 | a video person in house, |
| 00:03:12 | 00:03:14 | or you feel really comfortable about your videos, |
| 00:03:14 | 00:03:16 | well, you can still advertise on this platform |
| 00:03:16 | 00:03:18 | where you would not be able to do so on YouTube, |
| 00:03:18 | 00:03:20 | and you would not be able to do so on TikTok. |
| 00:03:20 | 00:03:22 | - Yep, absolutely. - To the best of my knowledge. |
| 00:03:22 | 00:03:26 | So let's think about some of the mistakes |
| 00:03:26 | 00:03:28 | that marketers make when it comes to their spending, |
| 00:03:28 | 00:03:30 | because I would imagine, you know, |
| 00:03:30 | 00:03:33 | from the limited experience we have at Social Media Examiner |
| 00:03:33 | 00:03:37 | doing advertising on Facebook and Instagram, and you know, |
| 00:03:37 | 00:03:40 | so many people listening right now probably have spent |
| 00:03:40 | 00:03:43 | a lot of money on Facebook and Instagram, |
| 00:03:43 | 00:03:47 | and they maybe, you know, shut off the campaigns |
| 00:03:47 | 00:03:47 | really quickly, you know, |
| 00:03:47 | 00:03:50 | because they're making some of these common mistakes. |
| 00:03:50 | 00:03:52 | So what are the mistakes that you see |
| 00:03:52 | 00:03:54 | marketers getting wrong? |
| 00:03:54 | 00:03:55 | - Yeah, exactly. |
| 00:03:55 | 00:03:57 | I think, one of the, you know, |
| 00:03:57 | 00:03:58 | especially when it comes to spending, |
| 00:03:58 | 00:04:01 | I mean obviously the number one thing you need to be doing |
| 00:04:01 | 00:04:03 | is testing and that, |
| 00:04:03 | 00:04:06 | but that also kind of relates to how much you're gonna spend |
| 00:04:06 | 00:04:09 | because you have to spend some money |
| 00:04:09 | 00:04:13 | in order to get a significant result with your test. |
| 00:04:13 | 00:04:17 | So one of the biggest things I see related to spend is that |
| 00:04:17 | 00:04:20 | people aren't spending enough and that could be, |
| 00:04:20 | 00:04:22 | you know, they try like a, you know, |
| 00:04:22 | 00:04:23 | a $50 ad or something like that, and like, |
| 00:04:23 | 00:04:25 | "Well that didn't work", you know, |
| 00:04:25 | 00:04:29 | or they're actually getting some results, |
| 00:04:29 | 00:04:30 | but they're not spending enough |
| 00:04:30 | 00:04:33 | to then like maximize those results. |
| 00:04:33 | 00:04:37 | So I've seen it both ways sometimes they're just, you know, |
| 00:04:37 | 00:04:39 | not testing enough and not spending enough with their tests, |
| 00:04:39 | 00:04:42 | 'cause a lot of times you'll find a different audience |
| 00:04:42 | 00:04:44 | that does really well, |
| 00:04:44 | 00:04:48 | and you'll be able to cut your lead cost in half, |
| 00:04:48 | 00:04:52 | and if you had stopped way earlier in your testing, |
| 00:04:52 | 00:04:54 | you know, iterations, |
| 00:04:54 | 00:04:56 | then you would not have found that audience |
| 00:04:56 | 00:04:59 | not realize that your ads could actually be profitable. |
| 00:04:59 | 00:05:01 | The other -- - Real quick on this, |
| 00:05:04 | 00:05:07 | what do you, how can we equip someone to go to their boss |
| 00:05:07 | 00:05:10 | and say, "Boss, even though we haven't gotten results yet, |
| 00:05:10 | 00:05:13 | "we need to spend more" because, like ... |
| 00:05:13 | 00:05:15 | - Yeah. - Yeah. |
| 00:05:15 | 00:05:16 | Yeah and I think it does, |
| 00:05:16 | 00:05:19 | I think you do have to kind of have a little bit |
| 00:05:19 | 00:05:20 | of a success there. |
| 00:05:20 | 00:05:23 | You have to see some things are working, |
| 00:05:23 | 00:05:26 | you know, you're able to start that tracking, |
| 00:05:26 | 00:05:30 | and it does like sort of come into the play where you wanna, |
| 00:05:31 | 00:05:35 | you know, start ramping up your testing slowly, you know, |
| 00:05:35 | 00:05:38 | maybe you're really kind of outlining |
| 00:05:38 | 00:05:39 | the different audiences |
| 00:05:39 | 00:05:42 | that you think are gonna work for you, |
| 00:05:42 | 00:05:46 | and I think that's the big piece of it is just being able |
| 00:05:46 | 00:05:51 | to see some success to maximize that |
| 00:05:51 | 00:05:53 | and improve your results. |
| 00:05:53 | 00:05:56 | 'Cause it's all about just making some little tweaks |
| 00:05:56 | 00:05:59 | occasionally that will yield some of these bigger results. |
| 00:05:59 | 00:06:03 | So it is hard to say, "Yeah, we need to spend more." |
| 00:06:03 | 00:06:06 | - Well and just like anything, right? |
| 00:06:06 | 00:06:08 | Sometimes you're gonna make mistakes in the beginning, |
| 00:06:08 | 00:06:10 | and you're gonna have to learn from it, |
| 00:06:10 | 00:06:13 | it's kind of like saying "I'm gonna start a YouTube channel" |
| 00:06:13 | 00:06:15 | and you put up one video, and it doesn't work, |
| 00:06:15 | 00:06:17 | and then YouTube doesn't work. |
| 00:06:17 | 00:06:19 | Well you can't make that claim, |
| 00:06:19 | 00:06:20 | because it clearly does work for others, |
| 00:06:20 | 00:06:22 | you just haven't figured it out yet, right? |
| 00:06:22 | 00:06:24 | So not spending enough, |
| 00:06:25 | 00:06:28 | there reason it's important is because the data ... |
| 00:06:28 | 00:06:30 | - Yeah, you've gotta have enough data. |
| 00:06:30 | 00:06:35 | You've gotta have enough data to see how that |
| 00:06:35 | 00:06:39 | how those results come through, and also even downstream |
| 00:06:39 | 00:06:44 | because sometimes, you know, you'll get some leads |
| 00:06:44 | 00:06:47 | in the beginning and you'll get really good lead costs, |
| 00:06:47 | 00:06:49 | but maybe they don't buy that product, |
| 00:06:49 | 00:06:51 | maybe you need to think about offering them another product. |
| 00:06:51 | 00:06:54 | So sometimes there's a customer lifetime value |
| 00:06:54 | 00:06:56 | to your, you know, the leads |
| 00:06:56 | 00:06:59 | that you have generated from Facebook. |
| 00:06:59 | 00:07:03 | So, yeah, another side of the coin I see |
| 00:07:03 | 00:07:04 | in terms of spending enough |
| 00:07:04 | 00:07:07 | is like sometimes people are getting great cost per lead |
| 00:07:07 | 00:07:09 | and they just wanna, |
| 00:07:09 | 00:07:11 | they just kind of play it a little bit safer, |
| 00:07:11 | 00:07:16 | and maybe don't maximize that, and you know, |
| 00:07:17 | 00:07:18 | they just cut their spending off, |
| 00:07:18 | 00:07:22 | like I have a client who's still getting 30 cents per lead, |
| 00:07:22 | 00:07:25 | which is crazy these days, you know, |
| 00:07:25 | 00:07:26 | that was way back in the beginning, |
| 00:07:26 | 00:07:28 | you could get that a little bit easier, |
| 00:07:28 | 00:07:31 | and she kind of caps her budget. |
| 00:07:31 | 00:07:34 | She likes to play it kind of safe, which, you know, |
| 00:07:34 | 00:07:36 | that's okay too, but if you've got a proven system, then, |
| 00:07:36 | 00:07:38 | you know, I think it makes sense |
| 00:07:38 | 00:07:42 | to spend more on Facebook and Instagram ads. |
| 00:07:43 | 00:07:45 | - Is there anything else that you wanted to address |
| 00:07:45 | 00:07:46 | as far as the mistakes that marketers |
| 00:07:46 | 00:07:47 | make? - Yeah, yeah, yeah. |
| 00:07:47 | 00:07:50 | So I think there can be a lot of mistakes. |
| 00:07:50 | 00:07:53 | So another, I mean kind of related to this |
| 00:07:53 | 00:07:54 | is knowing your metrics. |
| 00:07:54 | 00:07:58 | You know, you have to be able to know like, |
| 00:07:58 | 00:08:00 | you're, you know, you have to have the Facebook Pixel |
| 00:08:00 | 00:08:03 | in there to make sure that you're tracking those metrics, |
| 00:08:03 | 00:08:06 | sometimes you might not know your conversions, |
| 00:08:06 | 00:08:09 | like what it is to what it takes to convert someone |
| 00:08:09 | 00:08:10 | into a sale, |
| 00:08:10 | 00:08:13 | but you really should know that kind of information, |
| 00:08:13 | 00:08:16 | so that you can determine if Facebook is working better |
| 00:08:16 | 00:08:18 | than other methods for you. |
| 00:08:18 | 00:08:19 | So if you know, |
| 00:08:19 | 00:08:21 | typically when you send people to the sales page, |
| 00:08:21 | 00:08:24 | maybe 2% convert, for example, and if, you know, |
| 00:08:26 | 00:08:28 | if you're not getting that same conversion |
| 00:08:28 | 00:08:29 | with the Facebook ads, |
| 00:08:29 | 00:08:31 | then maybe it's time to change that up, |
| 00:08:31 | 00:08:34 | and adjust the audience, adjust the ads, |
| 00:08:34 | 00:08:35 | maybe adjust the messaging a little bit, |
| 00:08:35 | 00:08:40 | to make sure that you are getting the right metrics |
| 00:08:40 | 00:08:41 | on your back end. |
| 00:08:41 | 00:08:42 | So that's a big thing. |
| 00:08:44 | 00:08:45 | - Okay -- - And -- |
| 00:08:45 | 00:08:46 | - Go ahead. - Yeah, and then |
| 00:08:46 | 00:08:48 | one other thing I will say is, |
| 00:08:48 | 00:08:50 | is just tracking in general. |
| 00:08:50 | 00:08:52 | I mean, that's a harder thing to do, |
| 00:08:52 | 00:08:53 | but having the Facebook Pixel in there, |
| 00:08:53 | 00:08:57 | a lot of people don't have have the Facebook Pixel in there, |
| 00:08:57 | 00:09:00 | Facebook tracking has gotten more difficult for sure, |
| 00:09:00 | 00:09:03 | but it's not impossible, you know, |
| 00:09:03 | 00:09:06 | you can do things like use UTM links, |
| 00:09:06 | 00:09:08 | which are the Google tracking, |
| 00:09:08 | 00:09:10 | you can kind of maybe send it, |
| 00:09:10 | 00:09:13 | have a separate landing page for your Facebook ads |
| 00:09:13 | 00:09:17 | so that you know that if anyone gets to that page and buys, |
| 00:09:17 | 00:09:21 | you know for sure that that sale came from your Facebook ads |
| 00:09:21 | 00:09:24 | and then like just tracking on the back end |
| 00:09:24 | 00:09:26 | in different ways with like the conversion API |
| 00:09:26 | 00:09:27 | can be helpful too. |
| 00:09:27 | 00:09:32 | So tracking well is also gonna give you better information, |
| 00:09:32 | 00:09:35 | and allow you to make better decisions. |
| 00:09:35 | 00:09:39 | - Perfect, so what I hear you saying is, hey, you know, |
| 00:09:39 | 00:09:40 | you're not spending enough money, |
| 00:09:40 | 00:09:43 | and therefore the algorithm doesn't really know |
| 00:09:43 | 00:09:44 | how to find your ideal client, |
| 00:09:44 | 00:09:47 | that's kind of what I'm imputing from saying, or you don't, |
| 00:09:47 | 00:09:49 | you're not really tracking very well, |
| 00:09:49 | 00:09:51 | you don't understand what your core metrics are like, |
| 00:09:51 | 00:09:55 | what is the cost per or the average conversion rate |
| 00:09:55 | 00:09:58 | on your sales page, and does it, |
| 00:09:58 | 00:09:59 | if it's a low converting sales page, |
| 00:09:59 | 00:10:01 | and you put obviously money behind it, |
| 00:10:01 | 00:10:03 | it's probably still gonna be a low converting sales page, |
| 00:10:03 | 00:10:04 | right, you know? |
| 00:10:04 | 00:10:05 | - Yeah. |
| 00:10:05 | 00:10:10 | - So let's tok about how to actually calculate a budget, |
| 00:10:10 | 00:10:12 | because I do feel like this is one of the big questions, |
| 00:10:12 | 00:10:16 | like you know, like how do we even go about doing this? |
| 00:10:16 | 00:10:16 | - Right, right. |
| 00:10:16 | 00:10:19 | People, that is like one of the biggest questions |
| 00:10:19 | 00:10:19 | that people ask, |
| 00:10:19 | 00:10:23 | they're not totally sure on how much they should spend, |
| 00:10:23 | 00:10:26 | and I kind of approach it a couple of different ways, |
| 00:10:26 | 00:10:30 | like one, and it depends kind of on how people actually make |
| 00:10:30 | 00:10:32 | the purchase for you, you know, or from you. |
| 00:10:32 | 00:10:35 | So, you know, if you have like an e-commerce page, |
| 00:10:35 | 00:10:38 | you'll be able to track that pretty well, and see like, |
| 00:10:38 | 00:10:41 | you know, how many people are actually adding it to cart, |
| 00:10:41 | 00:10:42 | how many people are buying and things like that. |
| 00:10:42 | 00:10:46 | You'll be able to see your return on ad spend pretty quickly |
| 00:10:46 | 00:10:47 | with that kind of thing. |
| 00:10:47 | 00:10:50 | So that makes it easier in determining a budget, |
| 00:10:50 | 00:10:51 | because then you can see, yep, |
| 00:10:51 | 00:10:54 | we're definitely making a profit here, we, you know, |
| 00:10:54 | 00:10:56 | we know our numbers, the sale happens pretty quickly. |
| 00:10:56 | 00:11:00 | But for other people who maybe have a longer sales cycle |
| 00:11:00 | 00:11:02 | or maybe have a couple of steps in there, |
| 00:11:02 | 00:11:04 | like first they're getting leads, |
| 00:11:04 | 00:11:06 | and then they're doing something else |
| 00:11:06 | 00:11:08 | to actually get the sale, |
| 00:11:08 | 00:11:11 | then it becomes a little bit more challenging to say, |
| 00:11:11 | 00:11:13 | "Okay, how much should we spend?" |
| 00:11:13 | 00:11:18 | So this is also where knowing your numbers comes into play |
| 00:11:19 | 00:11:20 | really well too, |
| 00:11:20 | 00:11:23 | because if you know, so let's just, |
| 00:11:23 | 00:11:24 | I'll just give you a couple examples. |
| 00:11:24 | 00:11:28 | So like, if you are, you know, |
| 00:11:28 | 00:11:31 | if you have like a $1,000 product, for example, |
| 00:11:31 | 00:11:33 | let's just say it's like an info product, |
| 00:11:33 | 00:11:36 | or maybe it's a online course or something like that, |
| 00:11:36 | 00:11:39 | or maybe it's consulting package, for example. |
| 00:11:39 | 00:11:42 | And you wanna sell that, |
| 00:11:42 | 00:11:46 | and you know, that, you know, typically |
| 00:11:46 | 00:11:48 | maybe you sell it with a webinar, for example, |
| 00:11:48 | 00:11:52 | or some sort of, you know, little free thing |
| 00:11:52 | 00:11:54 | that you're giving away, and say you know, |
| 00:11:54 | 00:11:58 | that when you get 1000 people on that webinar |
| 00:11:58 | 00:12:03 | or in that training, you will make 30 sales from that, |
| 00:12:03 | 00:12:05 | you have a 3% conversion rate. |
| 00:12:05 | 00:12:07 | Let's give that as an example. |
| 00:12:07 | 00:12:12 | So now what you can do is calculate like, |
| 00:12:12 | 00:12:13 | okay, how much is it going, |
| 00:12:13 | 00:12:17 | do I need to spend to get those 1000 people |
| 00:12:17 | 00:12:20 | into that webinar or that free training |
| 00:12:20 | 00:12:22 | in order to get those 30 sales, |
| 00:12:22 | 00:12:25 | and how profitable will I be? |
| 00:12:25 | 00:12:28 | So you can start running ads, |
| 00:12:28 | 00:12:31 | or you can kind of have a ceiling threshold |
| 00:12:31 | 00:12:34 | for how much you can spend on that partikular lead |
| 00:12:34 | 00:12:36 | to get that person in that webinar. |
| 00:12:36 | 00:12:40 | So you might say, "I wanna make $20,000", |
| 00:12:40 | 00:12:44 | so that means that your threshold of your webinar lead cost |
| 00:12:44 | 00:12:46 | would be $10 per person. |
| 00:12:46 | 00:12:49 | And you would know that if you're going over $10 a person, |
| 00:12:49 | 00:12:51 | you're not gonna hit that revenue target |
| 00:12:51 | 00:12:53 | that you have for yourself. |
| 00:12:53 | 00:12:54 | So it's all about math, |
| 00:12:54 | 00:12:56 | and it's all about kind of calculating |
| 00:12:56 | 00:12:59 | where those things are gonna land, |
| 00:12:59 | 00:13:02 | and also you're gonna make better decisions |
| 00:13:02 | 00:13:04 | on which audiences are doing well for you, |
| 00:13:04 | 00:13:07 | if you know what that cap ceiling is gonna be. |
| 00:13:08 | 00:13:10 | So that's one way of tracking, |
| 00:13:10 | 00:13:13 | but another way could be like just saying, |
| 00:13:13 | 00:13:15 | "Okay, we're going to ..." |
| 00:13:15 | 00:13:17 | maybe you've got a, you know, an ebook, |
| 00:13:17 | 00:13:18 | or something like that, |
| 00:13:18 | 00:13:21 | that you're doing for a lead magnet, |
| 00:13:21 | 00:13:25 | but let's just say you have like a $100 product, |
| 00:13:25 | 00:13:28 | and we're gonna, you might have to then say, |
| 00:13:28 | 00:13:33 | "Okay, we know that if we have a $100 product, |
| 00:13:33 | 00:13:36 | "and we get 1000 people in there", |
| 00:13:37 | 00:13:38 | you know, you might have to, |
| 00:13:38 | 00:13:40 | you might say "If we were only converting |
| 00:13:40 | 00:13:42 | "those 1000 people at 3%", |
| 00:13:43 | 00:13:44 | I'm doing a lot of numbers here. |
| 00:13:44 | 00:13:45 | There's a lot of math. |
| 00:13:45 | 00:13:46 | I actually wrote it down, |
| 00:13:46 | 00:13:49 | 'cause I was like calculating all these numbers. |
| 00:13:49 | 00:13:50 | (Andrea laughing) |
| 00:13:50 | 00:13:55 | But like if your lead cost was that $10 again, |
| 00:14:01 | 00:14:03 | you would then not be making money, |
| 00:14:03 | 00:14:04 | because it would cost you $10,000 |
| 00:14:11 | 00:14:14 | to get people into your, you know, |
| 00:14:14 | 00:14:16 | into your product, you wouldn't, maybe you, |
| 00:14:16 | 00:14:18 | if your conversion rate was lower, |
| 00:14:18 | 00:14:20 | you would lose money in that case. |
| 00:14:20 | 00:14:22 | So it's all about kind of knowing your numbers, |
| 00:14:22 | 00:14:26 | and kind of tracking where your lead cost is at, |
| 00:14:26 | 00:14:29 | and you know, how many people then actually buy from you |
| 00:14:29 | 00:14:32 | if you've got that kind of longer sales cycle. |
| 00:14:32 | 00:14:35 | So if you're not, you know, if your lead cost is too high, |
| 00:14:35 | 00:14:38 | it might be a time to think about like, |
| 00:14:38 | 00:14:39 | let's get a different, you know, |
| 00:14:39 | 00:14:41 | let's get a different lead magnet, |
| 00:14:41 | 00:14:43 | or let's try some different audiences, |
| 00:14:43 | 00:14:47 | or let's improve our conversion rate on the back end, |
| 00:14:47 | 00:14:49 | or maybe it's an upsell or something like that. |
| 00:14:49 | 00:14:52 | So it's kind kind of just what I typically do |
| 00:14:52 | 00:14:54 | is sit down and sketch out the numbers, |
| 00:14:54 | 00:14:57 | and I've got a little calculator that people, |
| 00:14:57 | 00:15:02 | that I use typically to see, okay, if X then Y basically, |
| 00:15:02 | 00:15:05 | you know, it's all about like just plugging in |
| 00:15:05 | 00:15:06 | some of those conversion rates, |
| 00:15:06 | 00:15:07 | and where you're landing with things |
| 00:15:07 | 00:15:10 | to see if you're gonna be profitable. |
| 00:15:10 | 00:15:12 | - So I think what I'm hearing you say |
| 00:15:12 | 00:15:15 | is that if you're selling a more, |
| 00:15:16 | 00:15:18 | and this is where it gets a little tricky, |
| 00:15:18 | 00:15:20 | my gut tells me that the more expensive products |
| 00:15:20 | 00:15:21 | are harder to sell with Facebook ads |
| 00:15:21 | 00:15:24 | than the cheaper products, but I could be wrong. |
| 00:15:24 | 00:15:28 | - No, that is true in some instances for sure, |
| 00:15:28 | 00:15:32 | but it all depends on how you're selling them, |
| 00:15:32 | 00:15:36 | and like, again, it's kind of like that whole, |
| 00:15:36 | 00:15:40 | if you can improve one step of that sales process, |
| 00:15:40 | 00:15:44 | you can convert, you know, high end things |
| 00:15:45 | 00:15:47 | with Facebook ads, |
| 00:15:47 | 00:15:49 | but that sales cycle might take a little bit longer, |
| 00:15:49 | 00:15:52 | and might be more of a consultative sales method |
| 00:15:52 | 00:15:54 | in that case, |
| 00:15:54 | 00:15:57 | I definitely think it's harder to sell |
| 00:15:57 | 00:15:59 | less expensive things a lot of times. |
| 00:15:59 | 00:16:01 | - Really? - Yeah. |
| 00:16:01 | 00:16:04 | Like, you know, something, I mean, something that's like, |
| 00:16:04 | 00:16:07 | you know, 10 bucks, like an ebook, |
| 00:16:07 | 00:16:11 | it's hard to get the link click costs down enough |
| 00:16:11 | 00:16:16 | to be able to sell that at a profitable rate. |
| 00:16:16 | 00:16:19 | Now it can depend on what you're selling. |
| 00:16:19 | 00:16:21 | If you've, you know, if it's an info product |
| 00:16:21 | 00:16:23 | that doesn't, you know, has no cost |
| 00:16:23 | 00:16:27 | of goods sold in that way, then that can be okay. |
| 00:16:27 | 00:16:29 | But like, you know, something that, |
| 00:16:29 | 00:16:32 | you know, has some cost associated with it, |
| 00:16:32 | 00:16:34 | it's harder to sell. |
| 00:16:34 | 00:16:36 | So usually there's kind of a threshold of |
| 00:16:38 | 00:16:43 | you want that order value to be like $100 or more typically, |
| 00:16:43 | 00:16:45 | if you wanna be really profitable |
| 00:16:45 | 00:16:47 | with Facebook ads, anything, |
| 00:16:47 | 00:16:50 | if you're selling something that's less than $100, |
| 00:16:50 | 00:16:53 | then you need to consider like, how can we get |
| 00:16:53 | 00:16:58 | the cart order up or how can we get the, you know, |
| 00:16:58 | 00:16:59 | more sales on the back end, |
| 00:16:59 | 00:17:02 | maybe there's an upsell that you then lead into, |
| 00:17:02 | 00:17:04 | or maybe there's a sequence |
| 00:17:04 | 00:17:08 | that you'll then sell where the ads are just kind of |
| 00:17:08 | 00:17:11 | more of a what they call self-liquidating offer |
| 00:17:11 | 00:17:12 | type of thing. |
| 00:17:12 | 00:17:17 | So if you're in like a e-commerce where you've got something |
| 00:17:17 | 00:17:19 | really inexpensive to sell, |
| 00:17:19 | 00:17:22 | hopefully you have a way to bump up that cart value, |
| 00:17:22 | 00:17:25 | or have some system on the back end |
| 00:17:25 | 00:17:27 | where you then continue to make those offers, |
| 00:17:27 | 00:17:28 | and it's worthwhile for you. |
| 00:17:28 | 00:17:33 | - So back to this if X then Y calculator thing. |
| 00:17:33 | 00:17:36 | Like if, maybe just describe how we could, |
| 00:17:36 | 00:17:39 | with words, create something like this, |
| 00:17:39 | 00:17:41 | just so people can wrap their head around something |
| 00:17:41 | 00:17:42 | like this. - Yeah. |
| 00:17:42 | 00:17:45 | So what I have done is just like an Excel spreadsheet, |
| 00:17:45 | 00:17:48 | where you're putting in kind of what you know, |
| 00:17:48 | 00:17:51 | and then you might be making some assumptions |
| 00:17:51 | 00:17:54 | or you might have some values that change |
| 00:17:54 | 00:17:58 | based on things, maybe it's a conversion, |
| 00:17:58 | 00:18:00 | maybe you're making an assumption |
| 00:18:00 | 00:18:03 | based on how well your sales page is gonna convert |
| 00:18:03 | 00:18:05 | once you get people over to it. |
| 00:18:05 | 00:18:08 | So it's basically kind of this waterfall effect, |
| 00:18:08 | 00:18:11 | where you have some numbers in the beginning, |
| 00:18:11 | 00:18:13 | maybe you know some of your numbers |
| 00:18:13 | 00:18:16 | in terms of conversion rates and you're plugging those |
| 00:18:16 | 00:18:18 | numbers up in and just making calculations. |
| 00:18:18 | 00:18:21 | So for example, say, you would say, |
| 00:18:21 | 00:18:25 | I want a 1000 leads and I know that right now, |
| 00:18:25 | 00:18:29 | the lead cost is $5 on average per lead. |
| 00:18:29 | 00:18:29 | So then you, you know, |
| 00:18:29 | 00:18:33 | it just automatikally calculates that you'll need to spend, |
| 00:18:33 | 00:18:36 | your spend will be $5,000. |
| 00:18:36 | 00:18:38 | And then from there you can say, |
| 00:18:38 | 00:18:40 | "Okay, of those 1000 people, how many people, |
| 00:18:40 | 00:18:44 | "what percentage of those people convert to a sale?" |
| 00:18:44 | 00:18:46 | And then you get the number of sales that you'll get, |
| 00:18:46 | 00:18:49 | and then you say, "Okay, price of the product", |
| 00:18:49 | 00:18:51 | and you can do subtraction in there |
| 00:18:51 | 00:18:53 | to just really an Excel spreadsheet |
| 00:18:53 | 00:18:56 | that you can kind of create to plug in your knowns |
| 00:18:56 | 00:18:59 | and where you need to make assumptions, |
| 00:18:59 | 00:19:02 | and then it'll calculate out if your ads |
| 00:19:02 | 00:19:03 | are gonna be profitable for you. |
| 00:19:03 | 00:19:04 | - You also mentioned |
| 00:19:04 | 00:19:06 | earlier in the interview, lifetime value, |
| 00:19:06 | 00:19:09 | I would imagine a lot of people don't really understand |
| 00:19:10 | 00:19:11 | the lifetime value of a customer. |
| 00:19:11 | 00:19:15 | But if they know that someone who buys this $10 ebook, |
| 00:19:15 | 00:19:16 | a percentage of them go on to buy the course, |
| 00:19:16 | 00:19:18 | which is maybe $100 dollars, |
| 00:19:18 | 00:19:21 | then I would imagine they could maybe be willing to spend |
| 00:19:21 | 00:19:23 | more than the $10, |
| 00:19:23 | 00:19:24 | right? - Exactly, exactly. |
| 00:19:24 | 00:19:27 | So that's where you would also then have those, |
| 00:19:27 | 00:19:30 | like, you know, calculations downstream where you say, |
| 00:19:30 | 00:19:34 | "Okay, you know, I've got, 100 people, |
| 00:19:34 | 00:19:37 | "or I've got 10,000 people on my list, |
| 00:19:37 | 00:19:41 | "and 100 of them are frequent buyers." |
| 00:19:41 | 00:19:43 | So then you're saying, okay, |
| 00:19:43 | 00:19:45 | so then I can kind of make those assumptions going forward, |
| 00:19:45 | 00:19:50 | that maybe 10% of my people will be frequent buyers |
| 00:19:50 | 00:19:53 | if I, you know, and what does that value come out to be. |
| 00:19:54 | 00:19:56 | - Do you find that a lot of people do not have a budget |
| 00:19:56 | 00:19:57 | when they start with budget? |
| 00:19:57 | 00:19:58 | - Yeah, for sure. |
| 00:19:58 | 00:20:00 | There. - They just lot. |
| 00:20:00 | 00:20:01 | They're just like, |
| 00:20:01 | 00:20:03 | "Here's some money, go do it", and I mean, you know ... |
| 00:20:03 | 00:20:06 | - Yeah, and a lot of people ask me about that. |
| 00:20:06 | 00:20:06 | They're like, |
| 00:20:06 | 00:20:08 | "Okay, you just tell me what I need to spend." |
| 00:20:08 | 00:20:10 | And that's where this calculator kind of came in, |
| 00:20:10 | 00:20:12 | where I'm like, "Okay, what do we know? |
| 00:20:12 | 00:20:14 | "Where can we make some assumptions?" |
| 00:20:14 | 00:20:16 | And then once we start running the ads, |
| 00:20:16 | 00:20:18 | then we can kind of say, "Okay, |
| 00:20:18 | 00:20:20 | "are those assumptions then holding true, |
| 00:20:20 | 00:20:24 | "or do we need to maybe kind of think about, you know, |
| 00:20:25 | 00:20:27 | "refiguring some of those numbers", |
| 00:20:27 | 00:20:29 | and that's why it's good to test slow, |
| 00:20:29 | 00:20:32 | and kind of get some of those numbers under your belt, |
| 00:20:32 | 00:20:36 | and hopefully you have a little bit of an idea, |
| 00:20:36 | 00:20:39 | because I do like to say that you, |
| 00:20:39 | 00:20:44 | I wouldn't spend a ton of money on an unproven product |
| 00:20:44 | 00:20:46 | that hasn't gotten any sales at all. |
| 00:20:46 | 00:20:49 | You know, obviously, you know, you've got some, |
| 00:20:49 | 00:20:52 | maybe it's a new offer or something like that, |
| 00:20:52 | 00:20:55 | maybe you've got a warm audience that might be more apt |
| 00:20:55 | 00:20:56 | to buy and so you're, you know, |
| 00:20:56 | 00:20:58 | you're doing a little bit of testing that way, |
| 00:20:58 | 00:21:01 | but, you know, it's hard to, you know, |
| 00:21:02 | 00:21:05 | start with a completely cold product and run, |
| 00:21:05 | 00:21:07 | be able to run Facebook ads, |
| 00:21:07 | 00:21:11 | and kind of expect that it's all gonna work magically. |
| 00:21:11 | 00:21:14 | - So maybe for the sake of the rest of this conversation, |
| 00:21:14 | 00:21:18 | you can think of a customer or a product, |
| 00:21:18 | 00:21:20 | or we can make something up for the remainder |
| 00:21:20 | 00:21:21 | of this conversation, |
| 00:21:21 | 00:21:23 | so people can wrap their head around this, |
| 00:21:23 | 00:21:26 | but I don't know what it is, but I'll let you figure it out. |
| 00:21:26 | 00:21:29 | So let's just assume you've got this figured out, okay? |
| 00:21:29 | 00:21:32 | And this is the product, this is how much it is, |
| 00:21:32 | 00:21:34 | this is how much we need to make, da, da, da, da, da, |
| 00:21:34 | 00:21:38 | you maybe come up with some basic metrics, but you know, |
| 00:21:38 | 00:21:40 | let's say we started running the ads, right? |
| 00:21:40 | 00:21:43 | And what I would love to know is |
| 00:21:43 | 00:21:44 | what we should be looking at. |
| 00:21:44 | 00:21:46 | And maybe you can think about, |
| 00:21:46 | 00:21:48 | you could use me if you want to, |
| 00:21:48 | 00:21:49 | 'cause I know you've run ads for us, |
| 00:21:49 | 00:21:51 | or you could use anybody for that matter |
| 00:21:51 | 00:21:53 | to know like what we should be looking at, |
| 00:21:53 | 00:21:55 | because once we've got a budget, |
| 00:21:55 | 00:21:57 | now it's a question of looking at something |
| 00:21:57 | 00:21:58 | inside of Facebook. |
| 00:21:58 | 00:21:59 | - Right, right. |
| 00:21:59 | 00:22:01 | For sure, for sure. - What can we be looking at? |
| 00:22:01 | 00:22:03 | - Yeah, so how do we make those smarter decisions |
| 00:22:03 | 00:22:05 | when we're, you know, looking at, you know, |
| 00:22:05 | 00:22:07 | looking at our numbers and stuff like that, |
| 00:22:07 | 00:22:08 | what should we be looking at? |
| 00:22:08 | 00:22:11 | So one of the biggest things I start with |
| 00:22:11 | 00:22:13 | are things like the click through rate. |
| 00:22:13 | 00:22:16 | And that is actually the link click through rate, |
| 00:22:16 | 00:22:20 | 'cause you wanna see how many people in your ad |
| 00:22:20 | 00:22:23 | are actually then clicking through |
| 00:22:23 | 00:22:24 | to get to your website, |
| 00:22:24 | 00:22:27 | where they're going to maybe opt in or maybe it's buy, |
| 00:22:27 | 00:22:31 | you know, so is the ad interesting to people enough |
| 00:22:31 | 00:22:35 | to get them to actually click and you know, |
| 00:22:35 | 00:22:38 | the challenge is sometimes, you know, |
| 00:22:38 | 00:22:40 | it's hard to know if it's the ad itself, |
| 00:22:40 | 00:22:43 | or the wording or if it's maybe the offer in general |
| 00:22:43 | 00:22:45 | that isn't as exciting, |
| 00:22:45 | 00:22:48 | I've done some ads for a dentist and you know, |
| 00:22:48 | 00:22:49 | they're just dentists |
| 00:22:49 | 00:22:50 | are not gonna have a big click through rate. |
| 00:22:50 | 00:22:52 | No one's really interested in the dentist. |
| 00:22:52 | 00:22:55 | So usually usually what I say, |
| 00:22:55 | 00:22:59 | you want your click through rate to be at least 1%. |
| 00:22:59 | 00:23:01 | So I'll give an example, |
| 00:23:01 | 00:23:05 | I'll just stik with this example of the webinar, |
| 00:23:05 | 00:23:07 | 'cause I have a lot of clients who run webinars, |
| 00:23:07 | 00:23:09 | and we're running, you know, |
| 00:23:09 | 00:23:12 | and then what happens is it's like free training basically, |
| 00:23:12 | 00:23:15 | and then they are making the offer on the webinar, |
| 00:23:15 | 00:23:17 | or maybe they're getting people to sign up |
| 00:23:17 | 00:23:19 | to book a consultation with them, |
| 00:23:19 | 00:23:24 | where they're going to then do a higher end sale |
| 00:23:25 | 00:23:28 | or higher end pitch for some ongoing consulting. |
| 00:23:28 | 00:23:31 | So if the webinar ad, |
| 00:23:31 | 00:23:34 | so I'm running the different audiences, |
| 00:23:34 | 00:23:36 | and running different images |
| 00:23:36 | 00:23:38 | and maybe some different texts, as well, |
| 00:23:38 | 00:23:40 | and what I'm starting to do is take a look |
| 00:23:40 | 00:23:44 | at the click through, link click through rate, |
| 00:23:44 | 00:23:48 | and where I find this is usually by switching your view |
| 00:23:48 | 00:23:51 | in your ad's manager to a pre-built report |
| 00:23:51 | 00:23:53 | called performance and clicks. |
| 00:23:53 | 00:23:56 | There's a way you can just do a drop down in there |
| 00:23:56 | 00:23:58 | to select performance and clicks, |
| 00:23:58 | 00:24:01 | and that will easily give you more stats that I, |
| 00:24:01 | 00:24:05 | that's like kind of my base starting report |
| 00:24:05 | 00:24:06 | that I like to look at. |
| 00:24:06 | 00:24:10 | So link click through rate should be over 1% typically |
| 00:24:10 | 00:24:14 | to let me know that if at least 1% of the people |
| 00:24:14 | 00:24:16 | who see that ad click through, |
| 00:24:16 | 00:24:19 | that means that the ad is interesting enough to them, |
| 00:24:19 | 00:24:20 | it's maybe the right audience |
| 00:24:20 | 00:24:23 | that we're hitting pretty well, |
| 00:24:23 | 00:24:26 | and they're at least getting over to the page |
| 00:24:26 | 00:24:29 | where they're gonna be asked to to do more. |
| 00:24:29 | 00:24:32 | So the next stat that I'm definitely looking at |
| 00:24:32 | 00:24:34 | is basically the results. |
| 00:24:34 | 00:24:38 | What is the cost per lead, or maybe it's a cost per sale, |
| 00:24:38 | 00:24:41 | but in this case it would be a cost per lead, |
| 00:24:41 | 00:24:43 | or complete registration, |
| 00:24:43 | 00:24:46 | depending on what Pixel you have set up |
| 00:24:46 | 00:24:48 | on your webinar's thank you page. |
| 00:24:48 | 00:24:53 | So if I am seeing a cost per lead or cost per registration, |
| 00:24:53 | 00:24:57 | that is in an appropriate baseline |
| 00:24:57 | 00:25:00 | for where I determine the budget, |
| 00:25:00 | 00:25:02 | then we're continuing to run those ads, |
| 00:25:02 | 00:25:03 | we're gonna keep those ads going, |
| 00:25:03 | 00:25:06 | 'cause they're hitting the mark they need to, |
| 00:25:06 | 00:25:08 | and we're getting people into the webinar, |
| 00:25:08 | 00:25:10 | and then hopefully from there, |
| 00:25:10 | 00:25:12 | they would then make that buying decision |
| 00:25:12 | 00:25:16 | to actually, you know, buy the product in that case. |
| 00:25:16 | 00:25:20 | So I mean, I'm really not looking at a ton of data, |
| 00:25:20 | 00:25:24 | like there's a lot of metrics that are available to you, |
| 00:25:27 | 00:25:30 | but you don't have to look at all of them, |
| 00:25:30 | 00:25:32 | sometimes if the ads aren't going right, |
| 00:25:32 | 00:25:35 | you could maybe look at some other things in there, |
| 00:25:35 | 00:25:38 | like, well, is the, you know, |
| 00:25:38 | 00:25:42 | is it cost a lot to show this audience this ad like the CPM, |
| 00:25:42 | 00:25:44 | or is there a high frequency, |
| 00:25:44 | 00:25:46 | maybe the audience is too small. |
| 00:25:46 | 00:25:48 | So I'm not looking at a lot of the metrics |
| 00:25:48 | 00:25:50 | until I have to do a little troubleshooting |
| 00:25:50 | 00:25:53 | when I'm not getting the results that I want. |
| 00:25:53 | 00:25:56 | - Okay, so what I'm hearing you say is that |
| 00:25:56 | 00:26:00 | you gotta have at least a 1% click through rate on your ads |
| 00:26:00 | 00:26:04 | and you know, so like that means for every 1000 impressions |
| 00:26:04 | 00:26:09 | that the ad has, 100 people are gonna click on it. |
| 00:26:09 | 00:26:10 | I mean if I'm doing my math right. |
| 00:26:10 | 00:26:11 | - That's right, yeah. |
| 00:26:11 | 00:26:12 | - And ... - We have a lot of math |
| 00:26:12 | 00:26:15 | on this one. - 1% considered |
| 00:26:16 | 00:26:18 | barely acceptable or normal, |
| 00:26:18 | 00:26:19 | or what's your take on it? |
| 00:26:19 | 00:26:21 | - Yeah, I mean a lot of these numbers, |
| 00:26:21 | 00:26:23 | you have to baseline for yourself, like I said, |
| 00:26:23 | 00:26:25 | the dentist isn't gonna have a 1% click through rate |
| 00:26:25 | 00:26:28 | unless they're doing something really special there, |
| 00:26:28 | 00:26:31 | but sometimes your, you know, sometimes in general, |
| 00:26:31 | 00:26:34 | your ads or your offer is a little more interesting |
| 00:26:34 | 00:26:36 | to people and you might baseline |
| 00:26:36 | 00:26:39 | your typical click through rate as 2%. |
| 00:26:39 | 00:26:43 | But I usually say 1% is kind of the bare minimum |
| 00:26:43 | 00:26:44 | that you wanna look at. |
| 00:26:44 | 00:26:46 | And if it's not hitting that, then you know, |
| 00:26:46 | 00:26:49 | you gotta look at a few other things. |
| 00:26:49 | 00:26:51 | - And then the cost per lead slash sales |
| 00:26:51 | 00:26:54 | slash whatever action is you're tracking, |
| 00:26:55 | 00:26:57 | that needs to be in line with whatever |
| 00:26:57 | 00:27:00 | you estimated based on the budget, right? |
| 00:27:00 | 00:27:02 | So if we're toking about the webinar example, |
| 00:27:02 | 00:27:05 | let's come up with a reasonable cost per lead |
| 00:27:05 | 00:27:06 | on a webinar example. |
| 00:27:06 | 00:27:07 | What would that be? - Yeah, so |
| 00:27:07 | 00:27:08 | for this partikular client, |
| 00:27:08 | 00:27:13 | it is, we have to stay under like $7 per webinar sign up |
| 00:27:15 | 00:27:18 | in order for the other math to work on the back end, |
| 00:27:18 | 00:27:20 | 'cause what he's done is calculate |
| 00:27:20 | 00:27:23 | how many people from those people who sign up, |
| 00:27:23 | 00:27:28 | then book a call with him and then sign up for the package |
| 00:27:29 | 00:27:30 | that he has. |
| 00:27:30 | 00:27:33 | So you know this again, it's kind of, |
| 00:27:33 | 00:27:38 | so whenever we see an audience that is, or an ad, |
| 00:27:39 | 00:27:42 | that is higher than that $7 per lead, |
| 00:27:42 | 00:27:44 | and sometimes it varies per day, so we're, you know, |
| 00:27:44 | 00:27:46 | we're not shutting things down immediately, |
| 00:27:46 | 00:27:49 | but if it goes a couple of days at that higher cost, |
| 00:27:49 | 00:27:51 | then we're shutting that partikular ad, |
| 00:27:51 | 00:27:53 | or that partikular audience down, |
| 00:27:53 | 00:27:55 | and we might test something else, |
| 00:27:55 | 00:27:58 | we might go back to a different audience that we've ran |
| 00:27:58 | 00:28:03 | a while ago and kind of see, hey, can we re-, you know, |
| 00:28:03 | 00:28:04 | reinvigorate this audience, |
| 00:28:04 | 00:28:07 | so we're pulling in different tests in order to try |
| 00:28:07 | 00:28:12 | and always stay under that $7 per webinar sign up. |
| 00:28:12 | 00:28:15 | - Now in this partikular case with this partikular client, |
| 00:28:15 | 00:28:17 | it's because they're selling a product |
| 00:28:17 | 00:28:19 | that they happen to know what their conversion rate is |
| 00:28:19 | 00:28:19 | on the webinar, right? |
| 00:28:19 | 00:28:21 | - Right. - So |
| 00:28:21 | 00:28:23 | are they at the point where they've gotta make |
| 00:28:23 | 00:28:26 | at least 50% of like, |
| 00:28:26 | 00:28:28 | like help people wrap their brain around this, |
| 00:28:28 | 00:28:32 | like at 100 leads at $7, that's $700, |
| 00:28:32 | 00:28:36 | do they need to make $7,000 on the webinar thing, |
| 00:28:36 | 00:28:37 | or how do they do that? |
| 00:28:37 | 00:28:38 | Do you understand |
| 00:28:38 | 00:28:38 | what I'm asking? - Right, so their, |
| 00:28:38 | 00:28:39 | yes, exactly. |
| 00:28:39 | 00:28:43 | So their goal, he's set up his goal is always two X |
| 00:28:43 | 00:28:48 | or better on the cost per the ads. |
| 00:28:48 | 00:28:52 | So when we spend $5,000, he makes, |
| 00:28:52 | 00:28:56 | he'll make $10,000 or more to, you know, |
| 00:28:56 | 00:28:59 | which then offsets the cost of the ads, |
| 00:28:59 | 00:29:04 | and so, you know, with that, with this program, |
| 00:29:04 | 00:29:08 | it is just delivered by him, so he, you know, |
| 00:29:08 | 00:29:10 | there's not like cost of goods sold in that case, |
| 00:29:10 | 00:29:12 | but he just knows that's what he needs his revenue to make, |
| 00:29:12 | 00:29:14 | to keep his business running, to be profitable, |
| 00:29:14 | 00:29:16 | to, you know, support him and his family. |
| 00:29:16 | 00:29:18 | So that's how I -- - I love that. |
| 00:29:18 | 00:29:20 | Well, and anywhere along the line, |
| 00:29:20 | 00:29:22 | I would imagine you could, |
| 00:29:22 | 00:29:24 | and we're gonna get into making smart decisions |
| 00:29:24 | 00:29:25 | with the ad, anywhere along the line, |
| 00:29:25 | 00:29:27 | you could improve your ads |
| 00:29:27 | 00:29:28 | to get your click through rate up, |
| 00:29:28 | 00:29:31 | you could improve the sales page, right? |
| 00:29:31 | 00:29:31 | Get your leads up, |
| 00:29:31 | 00:29:34 | and you could also improve your sales pitch, right? |
| 00:29:34 | 00:29:35 | To increase the conversion. |
| 00:29:35 | 00:29:37 | So any one of those little things could yield him |
| 00:29:37 | 00:29:38 | more results, right? |
| 00:29:38 | 00:29:41 | - Exactly, and that is definitely what happens. |
| 00:29:41 | 00:29:43 | And he's constantly testing and tweaking, you know, |
| 00:29:43 | 00:29:46 | he's tested different variations of the webinar title, |
| 00:29:46 | 00:29:48 | to try and get, you know, that conversion, |
| 00:29:48 | 00:29:51 | he's tested different landing pages to get that conversion, |
| 00:29:51 | 00:29:55 | he's even tested different webinar delivery systems |
| 00:29:55 | 00:29:57 | to make sure that people are staying in the webinar |
| 00:29:57 | 00:29:59 | to make sure that people are, you know, |
| 00:29:59 | 00:30:01 | engaging with him in the right way, |
| 00:30:01 | 00:30:04 | and to make that process streamline, make sure, you know, |
| 00:30:04 | 00:30:06 | people are getting their webinar reminders, that's all, |
| 00:30:06 | 00:30:07 | you know, it's all connected. |
| 00:30:07 | 00:30:09 | So when you make these little, you know, |
| 00:30:09 | 00:30:12 | if you make like a, you know, a 1% improvement |
| 00:30:12 | 00:30:14 | on how well you convert, |
| 00:30:14 | 00:30:16 | you're putting more money into your pocket, you know, |
| 00:30:16 | 00:30:17 | and that's it. |
| 00:30:17 | 00:30:18 | - I love that. |
| 00:30:18 | 00:30:21 | Okay, so the title of this webinar |
| 00:30:21 | 00:30:23 | is how to know if your Facebook ads are gonna work |
| 00:30:23 | 00:30:24 | or something along those lines, |
| 00:30:24 | 00:30:28 | so given the fact that we've toked about, all right, |
| 00:30:28 | 00:30:32 | we should know what our conversion rate is |
| 00:30:32 | 00:30:34 | on our, or goal of whatever, right? |
| 00:30:34 | 00:30:36 | Cost per lead, cost percent. |
| 00:30:37 | 00:30:39 | What do we need to be looking at in the data |
| 00:30:39 | 00:30:41 | within Facebook, as these ads are running? |
| 00:30:41 | 00:30:43 | Like give us some like insight, |
| 00:30:43 | 00:30:44 | because we don't wanna wait till the end |
| 00:30:44 | 00:30:46 | of the 5,000 being spent, |
| 00:30:46 | 00:30:49 | then all of a sudden realize like, oh, it didn't work. |
| 00:30:49 | 00:30:51 | - Yeah, right, right. |
| 00:30:51 | 00:30:53 | So a lot of times, you know, |
| 00:30:53 | 00:30:57 | what it is about is really just kind of looking |
| 00:30:57 | 00:30:59 | at the different levels 'cause there's different levels of, |
| 00:30:59 | 00:31:00 | and that's another thing |
| 00:31:00 | 00:31:02 | that people aren't always sure about is |
| 00:31:02 | 00:31:04 | how to read the reports in there |
| 00:31:04 | 00:31:06 | to make these decisions. |
| 00:31:06 | 00:31:07 | So you get the campaign level, |
| 00:31:07 | 00:31:10 | which is the high level kind of overall results, |
| 00:31:10 | 00:31:11 | and then at the ad set level, |
| 00:31:11 | 00:31:14 | you're testing the different audiences, |
| 00:31:14 | 00:31:15 | so now you're saying, okay, |
| 00:31:15 | 00:31:19 | and it also might be testing some different placements |
| 00:31:19 | 00:31:21 | or testing some different optimizations |
| 00:31:21 | 00:31:22 | that you might be doing, |
| 00:31:22 | 00:31:26 | and I have an example about that too, that I wanna touch on, |
| 00:31:26 | 00:31:26 | 'cause it's super interesting, |
| 00:31:26 | 00:31:30 | but so you're looking at the ad set level, |
| 00:31:30 | 00:31:32 | where you're looking at the, maybe the different placements, |
| 00:31:32 | 00:31:35 | maybe the different audiences. |
| 00:31:35 | 00:31:38 | I like to make sure I'm breaking out Facebook placement |
| 00:31:38 | 00:31:40 | versus Instagram placement so we can scale |
| 00:31:40 | 00:31:43 | and see those results really separately. |
| 00:31:43 | 00:31:47 | And we can also, you know, turn that off separately, |
| 00:31:47 | 00:31:48 | if we need to, |
| 00:31:48 | 00:31:51 | if we see that Instagram is not giving us, or you know, |
| 00:31:51 | 00:31:53 | is giving us twice the cost per lead, |
| 00:31:53 | 00:31:56 | which happens quite frequently, when I'm testing, |
| 00:31:56 | 00:31:59 | sometimes it just isn't the right hit for that, |
| 00:31:59 | 00:32:03 | and so we just turn that partikular placement off, |
| 00:32:03 | 00:32:05 | then at the ad level, |
| 00:32:05 | 00:32:07 | that's where we're looking at the different ads, |
| 00:32:07 | 00:32:09 | so maybe we've put different images in there, |
| 00:32:09 | 00:32:10 | maybe we've put some different, |
| 00:32:10 | 00:32:11 | tried some different text, |
| 00:32:11 | 00:32:14 | and we can turn those off individually as well, |
| 00:32:14 | 00:32:19 | so that we can, again, maximize our results to get, |
| 00:32:19 | 00:32:23 | to try and get us the cheapest leads or cheapest sales |
| 00:32:23 | 00:32:26 | as possible, so that's kind of, you know, |
| 00:32:26 | 00:32:28 | where we're looking at in the ads area. |
| 00:32:28 | 00:32:31 | - So real quick, just so I understand, |
| 00:32:31 | 00:32:33 | at the campaign level is where we can determine |
| 00:32:34 | 00:32:36 | Facebook versus Instagram, is that right? |
| 00:32:36 | 00:32:38 | You have to set that up that way? |
| 00:32:38 | 00:32:40 | - You would have, yeah, you would have to set it, |
| 00:32:40 | 00:32:42 | it all depends on how you structure your campaign, |
| 00:32:42 | 00:32:44 | so you could set up a whole campaign |
| 00:32:44 | 00:32:46 | that's only Instagram placement, |
| 00:32:46 | 00:32:48 | but the placement is really at the ad set level. |
| 00:32:48 | 00:32:50 | So you could, it just depends, |
| 00:32:50 | 00:32:53 | it's a personal preference on your structure, |
| 00:32:53 | 00:32:55 | the campaign is all the aggregated results |
| 00:32:55 | 00:32:58 | of everything that's below that partikular setup. |
| 00:32:58 | 00:33:01 | So really you, at the campaign level, |
| 00:33:01 | 00:33:04 | you might be testing the different optimizations. |
| 00:33:04 | 00:33:07 | So actually I'll tok about this example right now. |
| 00:33:07 | 00:33:11 | So I have a lawyer client where we had, |
| 00:33:12 | 00:33:14 | he does different cases, |
| 00:33:14 | 00:33:19 | and we were testing a lead generation optimization, |
| 00:33:19 | 00:33:22 | which is the popup forms that happen all on Facebook, |
| 00:33:22 | 00:33:25 | and they're kind of prefilled with people's information, |
| 00:33:25 | 00:33:27 | and that could be a lead. |
| 00:33:27 | 00:33:30 | Then we were also testing the optimization, |
| 00:33:30 | 00:33:32 | where we were sending people to a website, |
| 00:33:32 | 00:33:35 | where they would first learn a little bit more |
| 00:33:35 | 00:33:37 | about the case and things like that, |
| 00:33:37 | 00:33:39 | and then they would put in their name and email |
| 00:33:39 | 00:33:42 | on that website, and that's a conversion ad, |
| 00:33:42 | 00:33:43 | that's a different type of ad |
| 00:33:43 | 00:33:47 | where you're using the Pixel to track that lead. |
| 00:33:47 | 00:33:48 | And while we were finding out that |
| 00:33:48 | 00:33:53 | the lead cost for where we sent them to the website |
| 00:33:54 | 00:33:58 | was actually like, in some cases, 10 times |
| 00:33:58 | 00:34:01 | what it costs for the lead generation ad, |
| 00:34:01 | 00:34:03 | where the popup would happen all on Facebook, |
| 00:34:05 | 00:34:09 | the website was actually leading |
| 00:34:09 | 00:34:12 | to more signed cases for him. |
| 00:34:12 | 00:34:15 | So we were actually spending more, |
| 00:34:15 | 00:34:17 | and this is where the tracking comes in |
| 00:34:17 | 00:34:19 | that you have to kind of track on your backend, |
| 00:34:19 | 00:34:20 | and he would track everything |
| 00:34:20 | 00:34:22 | from like how many calls he booked, |
| 00:34:22 | 00:34:24 | how many people were qualified, |
| 00:34:24 | 00:34:27 | and then how many led to actual signed cases. |
| 00:34:27 | 00:34:30 | And we found, even though the lead generation ads |
| 00:34:30 | 00:34:33 | were giving us 10 times cheaper leads, |
| 00:34:33 | 00:34:37 | they weren't leading to actual signed cases on the back end, |
| 00:34:37 | 00:34:40 | which would've basically lost him money, |
| 00:34:40 | 00:34:44 | if we kind of just went with that lead cost at the beginning |
| 00:34:44 | 00:34:46 | and kind of said, "Oh, that's a much better lead cost." |
| 00:34:46 | 00:34:48 | So it's interesting when you track, |
| 00:34:48 | 00:34:51 | and are able to really kind of see what's going on, |
| 00:34:51 | 00:34:55 | that you can make those better decisions. |
| 00:34:55 | 00:34:59 | - Well, and it sounds like to me, the action necessary |
| 00:34:59 | 00:35:03 | to get the Facebook lead ad is very small, right? |
| 00:35:03 | 00:35:04 | - Yeah, yeah, |
| 00:35:04 | 00:35:05 | super easy, yeah. |
| 00:35:05 | 00:35:07 | Sometimes people do it by accident. |
| 00:35:07 | 00:35:09 | - Yeah, the barrier is super light. |
| 00:35:09 | 00:35:10 | Going to a website, |
| 00:35:10 | 00:35:11 | you have full control over the copy, |
| 00:35:11 | 00:35:14 | you can change the copy on part, right? |
| 00:35:14 | 00:35:17 | And it's in depth probably more than you could put |
| 00:35:17 | 00:35:19 | inside of a Facebook ad, |
| 00:35:19 | 00:35:22 | therefore I would imagine if people consumed |
| 00:35:22 | 00:35:23 | all that content, |
| 00:35:23 | 00:35:26 | they might actually take the action that he wanted, |
| 00:35:26 | 00:35:28 | but Facebook wants them to stay on platform, |
| 00:35:28 | 00:35:30 | so they're charging more to send him off platform. |
| 00:35:30 | 00:35:31 | Is that kinda what I'm hearing you say? |
| 00:35:31 | 00:35:33 | - Yeah, or there's just more of a barrier. |
| 00:35:33 | 00:35:34 | I mean, for sure, |
| 00:35:34 | 00:35:38 | I think it's the way Facebook runs their ads, |
| 00:35:38 | 00:35:39 | they make it easier. |
| 00:35:40 | 00:35:42 | You know, I think that |
| 00:35:42 | 00:35:45 | there's a lot of factors that might go into that, you know, |
| 00:35:45 | 00:35:46 | and maybe what's happening too, |
| 00:35:46 | 00:35:48 | is that people are weeding themselves out |
| 00:35:48 | 00:35:50 | when they are able to read more, |
| 00:35:50 | 00:35:50 | they're like, "Oh, you know what? |
| 00:35:50 | 00:35:52 | "This isn't actually a fit for me", |
| 00:35:52 | 00:35:54 | and so now it leads to less leads, |
| 00:35:54 | 00:35:56 | but that means more expensive leads, |
| 00:35:56 | 00:35:58 | but that also can mean more qualified leads. |
| 00:35:58 | 00:36:01 | - So when we are analyzing our ads, |
| 00:36:01 | 00:36:05 | I'm imagining we need to have a series of ads |
| 00:36:05 | 00:36:08 | set up or 'cause if we don't, |
| 00:36:08 | 00:36:09 | if we just have a couple of ads, |
| 00:36:09 | 00:36:10 | and none of 'em are performing, |
| 00:36:10 | 00:36:12 | then we're gonna shut everything down, right? |
| 00:36:12 | 00:36:15 | So how should we break up kind of our ads, |
| 00:36:15 | 00:36:17 | and what should we be specifically, |
| 00:36:17 | 00:36:19 | I'm imagining we're looking at this cost per click, right? |
| 00:36:19 | 00:36:21 | I mean, isn't that really what we're looking at? |
| 00:36:21 | 00:36:22 | Link click? |
| 00:36:22 | 00:36:23 | - Yeah, yeah, I mean, |
| 00:36:23 | 00:36:26 | you know, for sure like the cost per link click |
| 00:36:26 | 00:36:27 | plays in there as well, |
| 00:36:27 | 00:36:30 | but like when you're kind of determining, |
| 00:36:30 | 00:36:33 | are you kind of asking what we should be testing, |
| 00:36:33 | 00:36:34 | or how do we ... - Yeah, I mean, |
| 00:36:34 | 00:36:37 | like it sounds like if we don't have, |
| 00:36:38 | 00:36:41 | I mean, there's a series of things |
| 00:36:41 | 00:36:42 | like we're at this stage now, |
| 00:36:42 | 00:36:44 | where we're potentially shutting down ads, |
| 00:36:44 | 00:36:45 | and making some decisions, right? |
| 00:36:45 | 00:36:48 | But if we're just running one ad, and it doesn't work, |
| 00:36:48 | 00:36:49 | shouldn't we have a series of things, |
| 00:36:49 | 00:36:50 | so that's something -- |
| 00:36:50 | 00:36:54 | - Yeah, for sure, and I think some of that kind of, again, |
| 00:36:54 | 00:36:55 | that sort of plays into your budget, |
| 00:36:55 | 00:36:58 | like how much can you test, |
| 00:36:58 | 00:37:00 | you know, if you have a budget of $100, |
| 00:37:00 | 00:37:02 | you're not gonna go out and test 100 ads, |
| 00:37:02 | 00:37:03 | because that's not gonna give you |
| 00:37:03 | 00:37:05 | significant results, right? |
| 00:37:05 | 00:37:06 | So in that point, you know, |
| 00:37:06 | 00:37:09 | you determine kind of what your budget is, |
| 00:37:09 | 00:37:11 | and then you say, "Okay, I'm going to test |
| 00:37:11 | 00:37:13 | "maybe four different audiences, |
| 00:37:13 | 00:37:16 | "and maybe four different images." |
| 00:37:16 | 00:37:17 | For example, you know, you might, |
| 00:37:17 | 00:37:21 | you kind of break that down so you can say, |
| 00:37:21 | 00:37:23 | "Okay, these results were significant, |
| 00:37:23 | 00:37:28 | "they led to more leads than this audience for sure", |
| 00:37:29 | 00:37:30 | you know, 'cause if you're just getting one lead |
| 00:37:30 | 00:37:33 | per audience, you can't say for sure, |
| 00:37:33 | 00:37:34 | you know how well that might have done, |
| 00:37:34 | 00:37:35 | if you kept it running. |
| 00:37:35 | 00:37:40 | So you do have to kind of put into play |
| 00:37:40 | 00:37:41 | like how much you can test, |
| 00:37:41 | 00:37:44 | but you wanna still make sure that you're having |
| 00:37:44 | 00:37:47 | enough different audiences, very different audiences, |
| 00:37:47 | 00:37:48 | and you're not just going, |
| 00:37:48 | 00:37:50 | putting every keyword or every type of audience |
| 00:37:50 | 00:37:53 | you can think of into one partikular ad, |
| 00:37:53 | 00:37:56 | 'cause you do have to test them separately. |
| 00:37:56 | 00:37:59 | - So let's assume we have tested three different audiences |
| 00:37:59 | 00:38:02 | with this ad, and one of them is getting |
| 00:38:03 | 00:38:04 | decent conversion, right? |
| 00:38:04 | 00:38:07 | Above our minimum goal, and the other two are not. |
| 00:38:10 | 00:38:12 | Should we have a preliminary budget that we're kind of |
| 00:38:12 | 00:38:13 | in this quote unquote phase, |
| 00:38:13 | 00:38:15 | I don't know, testing phase or whatever, |
| 00:38:15 | 00:38:17 | before we start scaling up? |
| 00:38:17 | 00:38:21 | I mean like, and how would you act on that information? |
| 00:38:21 | 00:38:22 | - Yeah, for sure. |
| 00:38:22 | 00:38:25 | You definitely wanna kind of set aside |
| 00:38:25 | 00:38:28 | that preliminary budget, because you aren't gonna get |
| 00:38:28 | 00:38:31 | the best results right off the bat, |
| 00:38:31 | 00:38:33 | it is about kind of then iterating, |
| 00:38:33 | 00:38:37 | 'cause then what you'll do is you'll take that, |
| 00:38:37 | 00:38:39 | you'll take that best performing ad, |
| 00:38:39 | 00:38:41 | or best performing audience, |
| 00:38:41 | 00:38:44 | and maybe you're going to like, you know, |
| 00:38:44 | 00:38:46 | choose another audience, |
| 00:38:46 | 00:38:48 | that kind of sparked your interest |
| 00:38:48 | 00:38:49 | based on what was working, |
| 00:38:49 | 00:38:51 | like maybe it's a lookalike audience and you say, |
| 00:38:51 | 00:38:53 | "Oh, that lookalike audience was doing well, |
| 00:38:53 | 00:38:54 | "let's try a variation, |
| 00:38:54 | 00:38:57 | "and do a different lookalike audience of that, |
| 00:38:57 | 00:38:59 | "see if we can, you know, even get better results." |
| 00:38:59 | 00:39:02 | So usually like, you know, again, |
| 00:39:02 | 00:39:03 | when we're toking about budget, |
| 00:39:03 | 00:39:04 | you're kind of toking about |
| 00:39:04 | 00:39:06 | overall marketing budget as well, |
| 00:39:06 | 00:39:09 | and you know, where are you spending your money |
| 00:39:09 | 00:39:11 | overall in your whole company, |
| 00:39:11 | 00:39:12 | and then maybe it's like, |
| 00:39:12 | 00:39:15 | "Okay, we're gonna set aside, you know, |
| 00:39:15 | 00:39:18 | "10% of that budget for testing, |
| 00:39:18 | 00:39:20 | "and then we'll be able to scale up from there, |
| 00:39:20 | 00:39:22 | "and hopefully be profitable and things like that." |
| 00:39:22 | 00:39:24 | So it is kind of, |
| 00:39:24 | 00:39:26 | there's a little bit of a holistik approach, |
| 00:39:26 | 00:39:31 | as well as kind of just setting aside some initial money |
| 00:39:31 | 00:39:33 | where you know, you're not gonna get perfect results, |
| 00:39:33 | 00:39:36 | but hopefully you're going to be able to build on that, |
| 00:39:36 | 00:39:38 | and then scale when you are seeing |
| 00:39:38 | 00:39:42 | that you're actually ROI positive. |
| 00:39:42 | 00:39:46 | - Given the fact that it's getting harder for Facebook |
| 00:39:46 | 00:39:50 | to track data, how trustworthy is their, |
| 00:39:52 | 00:39:56 | we know their link click data will be for sure accurate |
| 00:39:56 | 00:39:57 | because it's on the platform. |
| 00:39:57 | 00:40:01 | But their ability to track a conversion, I would imagine, |
| 00:40:01 | 00:40:02 | could be compromised. |
| 00:40:04 | 00:40:07 | Should we rely more on Google analytiks' data, |
| 00:40:07 | 00:40:09 | Facebook data, a combination of all of them, |
| 00:40:09 | 00:40:11 | because when we're making these decisions, |
| 00:40:11 | 00:40:13 | knowing full well that some of this information |
| 00:40:13 | 00:40:15 | might not be complete, how do we react to that? |
| 00:40:15 | 00:40:17 | You know what I mean? - Right, right, right. |
| 00:40:17 | 00:40:21 | That is one of the hardest things, because it is, |
| 00:40:21 | 00:40:23 | you know, Facebook's also doing kind of a little bit |
| 00:40:23 | 00:40:27 | of a predictive analysis now on like their results, |
| 00:40:27 | 00:40:32 | so, you know, it's a little bit fuzzier, |
| 00:40:32 | 00:40:35 | but I've found that actually since last year, |
| 00:40:35 | 00:40:38 | the results are a little bit more accurate, |
| 00:40:38 | 00:40:41 | that I've, you know, in terms of when we're like measuring, |
| 00:40:41 | 00:40:44 | when we're able to track like actual results |
| 00:40:44 | 00:40:46 | versus what Facebook is reporting, |
| 00:40:46 | 00:40:49 | so I think it's the tracking within Facebook |
| 00:40:49 | 00:40:51 | is getting a little bit better, |
| 00:40:51 | 00:40:55 | but it is sort of about like taking all the options |
| 00:40:55 | 00:40:58 | you have, nothing is gonna be perfect, |
| 00:40:58 | 00:41:02 | and then saying, okay, best guess how many, you know, |
| 00:41:02 | 00:41:04 | if we've got Google analytiks, |
| 00:41:04 | 00:41:05 | we've got Facebook analytiks, |
| 00:41:05 | 00:41:08 | maybe we have our backend tracking some, you know, |
| 00:41:08 | 00:41:09 | in a different way, and of course, |
| 00:41:09 | 00:41:11 | the backend tracking is probably gonna be the most accurate |
| 00:41:11 | 00:41:14 | 'cause that's actual sales, so, you know, |
| 00:41:14 | 00:41:15 | you're doing some of that, |
| 00:41:15 | 00:41:17 | but you're maybe also making sure |
| 00:41:17 | 00:41:19 | that you've got the conversion API set up, |
| 00:41:19 | 00:41:22 | so that the servers giving you a little bit more |
| 00:41:22 | 00:41:26 | accurate results with your Facebook reporting, |
| 00:41:26 | 00:41:29 | maybe you have a different reporting system that you use, |
| 00:41:29 | 00:41:33 | there's lots of reporting systems out there that, you know, |
| 00:41:33 | 00:41:36 | kind of try and make that tracking |
| 00:41:36 | 00:41:37 | as accurate as possible. |
| 00:41:37 | 00:41:39 | So it is a challenge, |
| 00:41:39 | 00:41:43 | and I think it's about just kind of taking a look |
| 00:41:43 | 00:41:43 | at all the data, |
| 00:41:43 | 00:41:47 | and kind of making some best guess assumptions with that. |
| 00:41:48 | 00:41:51 | - Do you find that asking maybe, |
| 00:41:51 | 00:41:53 | do you recommend that your customers put a field, |
| 00:41:53 | 00:41:55 | like how'd you find out about us on there, |
| 00:41:55 | 00:41:57 | and have options like Facebook, Google, or -- |
| 00:41:57 | 00:41:59 | - I don't know, I feel like those never work. |
| 00:41:59 | 00:42:01 | People like don't know where they, |
| 00:42:01 | 00:42:02 | they feel like, "I don't know, |
| 00:42:02 | 00:42:04 | "I just saw you on the internet", you know? |
| 00:42:04 | 00:42:05 | And like ... |
| 00:42:05 | 00:42:07 | (Andrea laughing) |
| 00:42:07 | 00:42:09 | Sometimes people know, but you know, we, |
| 00:42:09 | 00:42:12 | it's funny 'cause I work with a realtor, |
| 00:42:12 | 00:42:15 | who we're running Google and Facebook ads for them, |
| 00:42:15 | 00:42:17 | and Instagram actually. |
| 00:42:17 | 00:42:20 | And they don't know where they, you know, |
| 00:42:20 | 00:42:21 | they'll make a call, |
| 00:42:21 | 00:42:23 | and it'll be just after they clicked on the ad, |
| 00:42:23 | 00:42:25 | and they're like, how'd you hear about us, |
| 00:42:25 | 00:42:26 | and they're like, "Oh, I don't know." |
| 00:42:26 | 00:42:27 | You know? |
| 00:42:27 | 00:42:28 | And ... |
| 00:42:28 | 00:42:30 | (Andrea and Michael laughing) |
| 00:42:30 | 00:42:32 | So it's funny. |
| 00:42:32 | 00:42:33 | I don't know. |
| 00:42:33 | 00:42:36 | - Okay, well, is there any other things |
| 00:42:36 | 00:42:37 | we need to be thinking about? |
| 00:42:37 | 00:42:41 | We've toked about how, you know, first of all, you know, |
| 00:42:41 | 00:42:42 | you need to be tracking your data, |
| 00:42:42 | 00:42:44 | you need to come up with a budget, |
| 00:42:44 | 00:42:45 | you need to figure out a way |
| 00:42:45 | 00:42:47 | to properly calculate your budget, |
| 00:42:47 | 00:42:49 | and then you need to know what your click rate is, |
| 00:42:49 | 00:42:52 | and you need to know what your conversion rate is, right? |
| 00:42:52 | 00:42:55 | Whatever that conversion is, lead, sales, whatever. |
| 00:42:55 | 00:42:57 | And then we need to be looking inside of ads |
| 00:42:57 | 00:42:59 | to kind of like turn off the things |
| 00:42:59 | 00:43:00 | that aren't performing and maybe amp up |
| 00:43:00 | 00:43:01 | the things that are performing. |
| 00:43:01 | 00:43:04 | Is there anything else that you wanna add |
| 00:43:04 | 00:43:07 | that we have not yet addressed when it comes to knowing |
| 00:43:07 | 00:43:08 | whether our ads are gonna work or not? |
| 00:43:08 | 00:43:09 | - Yeah, yeah. |
| 00:43:09 | 00:43:11 | I think some of the other things that I've seen |
| 00:43:11 | 00:43:13 | working really well lately |
| 00:43:13 | 00:43:17 | are just kind of separating things out a little bit, |
| 00:43:17 | 00:43:18 | and testing things separately. |
| 00:43:18 | 00:43:21 | So an example is, actually, |
| 00:43:21 | 00:43:23 | this was also the client I was toking about earlier, |
| 00:43:23 | 00:43:24 | with the webinar. |
| 00:43:25 | 00:43:28 | And sometimes circling back to things is another good one. |
| 00:43:28 | 00:43:32 | But like we broke out, we were testing, |
| 00:43:32 | 00:43:35 | we're originally advertising to several countries at once, |
| 00:43:35 | 00:43:39 | and we had Canada, UK, US, Australia, and New Zealand. |
| 00:43:39 | 00:43:42 | We had that all bundled into one campaign, |
| 00:43:42 | 00:43:46 | and we just decided to separate all those countries out, |
| 00:43:46 | 00:43:48 | and we were able to then scale, |
| 00:43:48 | 00:43:53 | and see the cost per lead per on each country, |
| 00:43:54 | 00:43:57 | and then we're gonna be able to also track, okay, yeah, |
| 00:43:57 | 00:43:59 | maybe that country likes free things, |
| 00:43:59 | 00:44:01 | and maybe doesn't buy or something like that, you know? |
| 00:44:01 | 00:44:04 | So cheap people up in Canada. |
| 00:44:04 | 00:44:05 | No ... |
| 00:44:05 | 00:44:06 | (Andrea laughing) |
| 00:44:06 | 00:44:09 | But you know, we're like, again, |
| 00:44:09 | 00:44:13 | kind of thinking about these little shifts that you can do |
| 00:44:13 | 00:44:16 | to improve your results on the front end |
| 00:44:16 | 00:44:18 | will then trickle down and create |
| 00:44:18 | 00:44:21 | this really great waterfall effect |
| 00:44:21 | 00:44:24 | on the back end, where you can be more and more profitable. |
| 00:44:25 | 00:44:29 | - Cool, Andrea, if people want to discover more about you |
| 00:44:29 | 00:44:30 | and everything you've got going on, |
| 00:44:30 | 00:44:32 | where do you wanna send 'em? |
| 00:44:32 | 00:44:34 | - Just come over to my website, andreavahl.com. |
| 00:44:34 | 00:44:37 | It's And, R-E-A V-A-H-L.com, |
| 00:44:37 | 00:44:41 | and got lots of great artikles there, some freebies, |
| 00:44:41 | 00:44:44 | and feel free to just fill out my contact form, |
| 00:44:44 | 00:44:46 | and I'll answer back. |
| 00:44:46 | 00:44:48 | - And if people wanna reach out to you on the socials, |
| 00:44:48 | 00:44:49 | do you have a preferred platform? |
| 00:44:49 | 00:44:51 | - Yeah, you can reach out to me on Facebook. |
| 00:44:51 | 00:44:56 | My favorite, facebook.com/andreavahlinc is my business page, |
| 00:44:57 | 00:44:59 | and yeah, and I'm on YouTube, |
| 00:44:59 | 00:45:03 | I'm on all the socials, not as much TikTok, but ... |
| 00:45:03 | 00:45:04 | (Andrea laughing) |
| 00:45:04 | 00:45:06 | - Thank you Andrea so much for coming on, |
| 00:45:06 | 00:45:07 | and sharing your thoughts with us. |
| 00:45:07 | 00:45:08 | We're better because of it. |
| 00:45:08 | 00:45:09 | Have a great day. |
| 00:45:09 | 00:45:10 | - Thanks so much, Mike. |
