Today I’m doing something a bit different as I’m joined by not one, but two guests on the podcast. You may recognize Ethan Sigmon’s name from a past episode where he talked about how to create high-converting Instagram ads. This time Jarrod Bentley, who hired Ethan to run his Facebook ads, is also here and we’re going to dive into how they’re using a Facebook video ads strategy to sell fitness DVDs.
Jarrod comes from an infomercial background and he reveals what led him to move away from television to online marketing, as well as the struggles he faced when he first started. He also shares how he was able to learn Facebook advertising and see success with the platform, along with a tweak he made that literally resulted in a million dollars in revenue!
Jarrod shares details about how their Facebook ad account was shut down, and why looking back he now considers this the best thing that could have happened to him.
Ethan walks us through the steps he used to get the Facebook ads running again and how they are now spending upwards of $6,000 a day on ads.
You’ll see that a lot of what we touch on here can be considered advanced topics when it comes to Facebook advertising, but I’m still excited to bring the conversation to you because I think anyone that’s marketing on Facebook can really benefit from the information that is given in this episode.
On the Show Today You’ll Learn:
- Why Jarrod saw Facebook as the best option to identify and target his ideal customer, and the first types of ads he used to test Facebook
- The reasons Ethan was brought onboard to help – and the advantages to having an expert manage your ad campaigns
- What approach to take should your Facebook ads be shut down for any reason
- Strategies to use when comes to video engagement audiences, lookalike and overlap audiences
- Mindset shifts for business owners to make in order to be able to focus on their core competencies!
Want to win a free 30-minute strategy session with me? To enter all you have to do is give me your feedback on the podcast. Specifically what I’m looking for is what topics you’d like to hear, guests you want to see on AOPT, style of the show and the frequency/length of each episode you’d like. Message me on Facebook by going to RickMulready.com/Messenger and I’ll pick one winner at random at the end of the month!
Links & Resources Mentioned in this Episode
Learn more about Ethan at Advengers.io
Connect with Ethan via email: [email protected]
Learn more about Jarrod’s product at BodyGroove.com
Connect with Jarrod via email: [email protected]
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Transcription of Today’s Episode
[00:00:06] This is the show where I bring you the best tips tactics and strategies for using paid traffic to grow your business on autopilot. You’ll also hear what’s working and not working right now from the top minds and online marketing so that they can get more leads and sales every day without having to empty your wallet in the process. All right let’s jump into it.
[00:00:28] Hey what’s up everyone. Welcome back to the art of pay traffic podcast Rick Mulready here. Really appreciate you for give me your time today. Hope all is going well. Whatever you’re up to. I’m getting over a nasty flu. I am sniffling my way through this intro here. I apologize in advance but this is episode number one hundred and sixty seven. And on the show today we’re going to be doing something a little bit different in that I’m being joined by two guests to Ethan Sigmon and Jared Bentley. Now if you had been listening to the podcast for a while you might recognize the Ethan segment. He was my guest back on episode number 83 where we talked about how to create high converting Instagram ads. Well Jared hired Ethan to run Facebook ads for his business and today we’re going to dive into how they’re using a Facebook video ads strategy to sell fitness DVDs. And we’re going to talk about a lot of different things today here. Like the big changes that Jared made to improve the success of his ads this really kept him from moving on to other platforms. In one of these tweaks that we’re going to talk about here today that he made to the Facebook to his Facebook ads literally allowed him to make a million dollars in revenue because of this one tweak. We’re going to be sharing what this tweak is where we Takim all the different changes that Jared made to improve the success of his Facebook ads prior to even bringing on Ethan to run those ads.
[00:01:58] And by the way Jared comes from a infomercial background and selling things on TV so it’s really we dive into sort of the mindset that he brought from the infomercial side and how that translated to or didn’t translate onto the Facebook advertising side. So we kind of dive into that that’s a really interesting conversation and we also talk about how their Facebook ads account got shut down. Jared’s account got shut down. We’ll talk about why it got shut down. And then also the steps that they took to get it re activated. We talk about a wide range of topics here today guys including the nitty gritty of how they’re now spending upwards of six thousand dollars a day on Facebook ads. And when we when we when we get to that level in the conversation here today it does get a little bit more advanced but I’m really excited to bring you this conversation because of sort of the wide breadth of things that we talk to talk about everything from beginner type stuff to more advanced stuff and how they’re spending so much money per day and seeing the success of what they’re doing so we dive into all that today before we do dive into it do me a favor take a screenshot on your phone right now of your listening to the podcast here and tag me over on Instagram. I am at Rick Mulready on Instagram. Tag me in that photo because I want to personally respond to you and thank you so very much for listening to the podcast here. Really appreciate it.
[00:03:21] All right without further ado let’s jump right into it and go hangout with Jared and Ethan Ethan and welcome to the podcast How are you guys doing.
[00:03:30] Good. Good. Well they don’t doing great. Haven’t done a haven’t done two guests on the same on the during the same episode here.
[00:03:38] I think I’ve done it one other time and I want to do it again with you guys because I’ve been talking to each of you individually over e-mail over the past couple of months here about what you guys are up to with your Facebook ads and so forth. Even your previous guests here of the show back on. I looked it up right before we get live here. Episode number 83 how to create High Converting Instagram ads which was a lot of fun and I’m really sad to have you back on the show. Jared it’s great to watch. It’s great to connect with you for the first time here for this interview. And we’re really diving into really Jerrett how you are selling your not your but fitness DVDs that you’d partnered with somebody on I want to inch a Isha learning more about how that partnership came about in the role that Ethan is playing with with scaling this business. But so why don’t we first start with you guys introduce yourselves. Tell us a little bit more about yourself what you’re up to and kind of how you got to where you are today.
[00:04:34] Sure. Thank you Rick for having us. My name is Jared Bentley from a background standpoint I’ve been marketing for about 15 years primarily. I’ve been producing infomercials so most of the mocking that I had done had been on television. And from a television standpoint so much of the things that used to work 10 years ago just don’t work anymore. Becoming prohibitive lead costly the things that are that used to be able to be able to go at work just don’t anymore so I’d be looking for avenues to market products outside of television. And that’s what I really started getting into following a couple of their podcasts and trying to really get a grasp on how you could market products online. So that’s a little bit about my background.
[00:05:20] My name’s Ethan Sigmon I’m kind of running the facebook ads an insecure man and is doing a lot of Internet marketing in general for about the past five to seven years.
[00:05:32] Kind of guy introduced Jared through somebody who referred him to me for he was running some Facebook ads and needed some advice and they did mention my name. You reached out and so kind of gave him some advice on things he was doing there and then later on came in and started taking things off of his plate because things are drawn and you wonder OK son you know things that he does best of creating the product scale and the products and things like that.
[00:06:01] And so came in and helped run a lot of the facebook ads here for this product that he’s been building.
[00:06:09] Yes. Jared thank you guys for that. So Jared tell us tell us like what about this about this this fitness DVD product. You said it’s not your own. You partner with somebody else. Tell us a bit more about what what it is and then also how that partnership came about.
[00:06:23] Yeah. So the partnership is the bought it the product is called Body groove girl by the name of Misty Tripoli. She and I had done an infomercial about 10 years ago and it didn’t work that we had stayed in touch and she reached out to me recently that she had filmed a set of new fitness DVDs and wanted to help marketing them. And initially because of my infomercial background I thought great we’ll create another infomercial and we’ll put her on television. It’ll be great. The downside to that is that television is very hard to make work. And you’ve also got to have a lot of money upfront to buy media and telemarketing and for film and things of that nature. So we tried a few things with her DVDs and it didn’t work. So we moved towards the you know the Internet side of things. I had always heard that oh you can spend little about some money on things like Facebook or Google Ad Words and things of that nature. And you can make it work. And I had tried that that had never had really any success but I was I was eager to make these work because I felt like they really appealed to a certain demographic of people. We just had to find that person. When you when you advertise on TV it’s such a throw to the wall and see what sticks. Yeah there’s media so expensive that makes it very difficult to work. So we were excited about being able to you know put this on the internet. I tried. No success. When we first started.
[00:07:45] OK. Before I went I want to dive into that before you did that and you were still doing the TV. What kind of you know what kind of money are we talking about here that you were spending and seeing little to no results.
[00:07:57] Well a typical television campaign to get just even to a test you’ll probably want to spend ten to fifteen thousand dollars in your in your first test and that will let you know if there’s potentially something there. OK. Ten or 15 years ago you could do that and expect multiples of maybe two or three. With respect to the media you put in. Nowadays most of the advertisers on television are expecting a one to one multiple or sometimes even less because they have a big retail back and that compensate them for that media. You know that their outlay. So it really takes the little guys out of the equation. You’ll notice that a lot of the information is and direct response television spots on television right now are from big brands and people with very very deep pockets. So the little guy like me are probably a lot of the people listening to this really don’t have a chance to make television work anymore with their own funding. Now they could go to someone else and Potter and so forth they’ll be left with maybe a small royalty or things like that. Sure it’s very hard to make television work anymore unless you’re you know got very very deep pockets.
[00:09:02] Sure. So that was the first platform that you went after Facebook because you mentioned once you went online it really didn’t work for you.
[00:09:08] I actually did some Google ad words so I tried to make that work. And I did some youtube youtube ads but you got to remember is that I didn’t really know what I was doing. I felt like I am you know a very proficient from a television marketing standpoint now. Well those traits and so forth will carry over and they really didn’t. Yeah. Google ad which particularly the inability to define the market. So when I was listening to some podcasts and really figuring out how to define and Avatar things of that nature I thought this could really be it because her her body groove workouts really appeal to a certain person. They are kind of like the opposite of penile ITX or something like that. It’s really hard core. So I had to figure out how I could find that person through advertising. It wasn’t television. It didn’t seem to be Google Ad Words. And I just didn’t know enough about YouTube to make atwork either. So that’s when I really started investing a time in listening to podcasts and seminars and reading as much as I could with respect to Internet advertising. My guess is very much like a lot of people that you deal with every day. Are trying to figure it out and make their product work.
[00:10:20] Gotcha. So I’m curious do you recall kind of the budget that you spent to test out on both outwards on and on YouTube.
[00:10:28] I think it was a couple of hundred bucks. It worked very much so wasn’t. No. It could have been up to a thousand but it was it wasn’t an enormous amount. And after I’d spent you know couple hundred thousand dollars it was like OK I’m not getting any sales. And it was it was twofold. It was kind of coming to the conclusion that I just didn’t know what I was doing and I didn’t want to throw good money after bad. Yup and it was almost like putting the brakes on or putting pause and saying to myself are before I go out and spend more money I kind of figure this out. I’ve got to invest the time into learning and understanding you know becoming proficient in this. I felt like I could do it.
[00:11:08] I just didn’t know how and when you said in this was it sort of all my marketing in general or were you like you know what I’m going. I mean and now tackle Facebook but I’m first going I need to learn the basics of what I’m doing and what to what I like how to test different things out on Facebook.
[00:11:24] Or was it you know what things didn’t work on outwards and YouTube I didn’t really know what I was doing. Someone I want to learn more about that to go back and test more of that.
[00:11:31] It’s more the latter. I wanted to learn everything. It wasn’t like oh I’m going to go to Facebook. I don’t go to Facebook as this you know makeup passe. You know internet marketing. But it was I think you know everything I tried to look up some of the people that I knew to be you know successful in this space. I’m trying to watch everything from like a John Benson or you know from yourself from autofill all of these types of gurus that you know that were seen all over the place people from click funnels and I just try to digest as much as I possibly could not really understanding or knowing rather you know do I go out with a video sales letter. Do I have a sales page for them. How do I do or how I put it all together. You have really lacked. OK. And so that was where are is at initially.
[00:12:19] Got it. So once you once you sort of went back to the drawing board and like Gary I’m going to start to learn and teach myself some things what was there once you did that what was the next step that you took once you felt like I mean I’ve I’ve I’ve had you know a better understanding and of how women are approached there’s some things I’m going to test out what was that next step for you.
[00:12:38] Well I think it was coming to a realization that the product I had would only work or be successful or a certain kind of person. And I feel like we had determined that Facebook was the best option for us to identify a particular customer you know by going down and trying to find out habits and likes and things of that nature. Yeah. So the first step was really determining that okay if it’s gonna work it’ll work on Facebook and then it was then coming up with the ads and so on and so forth to kind of make that happen which is a complete you know undertaking in and of itself. Sure sure. You know when you’re first starting this whole idea of an ADD group or an ad set or can’t pay it just it can be confusing.
[00:13:21] And there’s a little bit of a learning curve that once you hit that threshold or you know it’s all you’re good to I’m curious Jerry did you ever feel during this time you’re like because you were learning it. You were testing it out you were but then you said you know what I do need to learn more about this myself in order to do this.
[00:13:37] Did you have an intention of outsourcing it to somebody else. But and you felt like you know what. But I need to learn this a little bit first. Or were you like you know what I’m going to give this a go myself.
[00:13:49] No it was definitely the latter. It was I’m going to do this and do it myself. OK. One of the things that over the last 15 years having produced you know dozens and dozens and dozens of infomercials you know and seeing the money that’s there when you have your own product. I’ve always wanted to be the person that has their own product. And this was one of many products that I had. But it felt like the one that was the most ready to go. The thinking was I would always learn this myself in order to be able to apply those principles to all of the products. Got it. Got it. And then and you know and eventually getting down the line involving Ethan was a completely unexpected turn and that has worked out to be one of the best things that could have happened.
[00:14:31] Sure. So once you say you decided to start on Facebook learn the learn the targeting and so forth and he said you know create the images and the videos was a whole different whole different beast in itself. What types of ads did you start to kind of go out of the gates with to start testing out.
[00:14:46] Well we had two primary ads. We put some visual images up with some captions and headlines and so forth. And we also took some of the actual workout videos and put them directly on as a Facebook ad so that people could see what they were getting. Now as mentioned Misty is so unique and so charismatic in my opinion that people either gravitated to her quickly and loved her or they dismissed it which I found from a marketing perspective is great. You want that polarization almost. You have an intense reaction. So we found with respect to the videos that people would watch them and eventually you know that would turn into the success. But there was one thing in before that where we almost gave up on everything before we ever really figured out if it could work or not.
[00:15:39] Well that’s a cliffhanger man.
[00:15:41] I think we decided we’d run with as some Facebook ads and we had determined you know budgets 50 100 150 bucks a day. Something along those lines and it just wasn’t working and it was right at that time and this is props you Rick. We had heard one of your podcasts and it said very simply you’ve got to let Facebook figure it out. You’ve got to have that algorithm do its work. Yeah. So rather than just cutting it completely and chopping it off is really probably more from my background from a television standpoint if it doesn’t work the first day you’re done. You know because if it doesn’t show immediate signs of life it’s rare that it comes back to life. No not always but usually. So after the first day or so of running some ads and not getting the traction that we wanted we figured well this is a bust and we were quite ready literally to move on to the next product. And just to not even pursue this which would have ended up being a huge mistake. Yeah. You mentioned on one of your podcasts let it do its thing. So we just were patient and I want to say maybe day three or four we started to get some sales and we started to pay for our advertising. So it will maybe there’s something here. I think after the first week it was starting to be profitable. So with that we just started to increase our budget slowly and slowly and so to a point where we went from 100 bucks a day to 3000 dollars a day.
[00:17:10] And it turned into a real business. Two
[00:17:14] questions about the I love the fact that you heard this from like OK let me try this out and see how it works. First question there is at what point were you shutting ads off. Was it within that first day or so. Like first 24 hours you know this isn’t working I’m shutting it off.
[00:17:28] Yeah typically it was. It would be one maybe two days. OK. Just thinking that if it works it works. People not understanding the behind the scenes mechanics that Facebook’s doing with their algorithms and trying to find the right customer and building upon that little bit of impatience a little bit of white you know everybody has a man or a big part of it though is really believing that it could actually work. You know when you haven’t had this access and you hear the stories like the ones that you talk about you’re always dubious you’re always skeptical. Well that worked for them. But can it really work for me. So the cutting it off it’s almost like it’s like that didn’t work. You know what does he know. Right. That it ended up working.
[00:18:16] And so this. So these ads they were going directly to from AD to purchase like a sales page right for them to make the product page to buy that.
[00:18:26] This was completely cold traffic yup rectally to a sales page and asking for an order.
[00:18:33] And how much and what was the what was the cost of the order.
[00:18:36] Well there’s two. We had a streaming service for the routines at twenty eight dollars and we had a DVD available for thirty nine dollars. And there are five different routines. It was about two and a half hours worth of exercises and so forth and we we learned along the way at first we didn’t offer DVDs we learned along the way that people still have DVD players right. They still want a physical product. Do people still watch DVDs right. They do. At least you tested it to find out. I bet it’s more than just a test. Daughterly took us by surprise it opt out conversion. It’s not below average order size and now probably 80 percent of all the people that buy buy the DVD. Wow I think that we never would have thought of.
[00:19:22] Wow. OK. All right I love that. So all right so you made this change you let the algorithm do its thing you kept waiting. Now you start to see some sales c’mon now you were paying for your advertising you start scaling from there.
[00:19:36] So at what point does Ethan come into this. And then I also know that you mentioned before that you ran into an issue with Facebook from a from a policy perspective. So what happened there.
[00:19:48] Right. So once we started to get a little traction with Facebook you know Ethan was introduced to us. I talked to him and he sounded like a great guy knew what he was doing. But I still had that I’ll do it on my own type of mentality. So we started scaling. We got up to a thousand dollars a day to two thousand dollars a day and then to 3000 dollars a day which for us for this little campaign that we were ready to throw away this was really happening. You know we were generating you know two and three times the sales number off of that media. So we were we were really happy. Every day it was just like clockwork. And one day we come in and we go to check our Facebook page. You know the business manager. And it says you’re shut down you know your ads are not delivering you cannot do this you’re on you’re out of the game. And the tricky part about it is we didn’t have a Facebook contact. It’s very difficult or it was back then I don’t know if it’s changed or not. It was difficult to try to even get a response yes. You’ve gone from spending a few thousand dollars a day and having you know you know thousands and thousands of dollars of sales to absolutely nothing with no recourse. No idea as to what was so offensive about my act.
[00:21:05] What did I do wrong and why would someone come in or some computer system just completely shut everything down based on something that I’ve done because I’m usually try not to be offensive or do anything wrong like that. And it was very frustrating. It was like OK where do we go from here type of thing. So that’s that’s where we what we ran into. We got shut down.
[00:21:26] Was it sort of like the blanket statement that Facebook gives you just you know as far as policy goes that there wasn’t anything specific as to them describing what you were doing or what what they what you had done wrong.
[00:21:39] Yeah it was it was almost like a generic form letter. You have violated our offices with no real indication as to what we had done. So we’re scrambling trying to think OK what did we put out here. Was it the ratio of people that like to dislike. Was it the negative feedback versus positive. We had no idea. So we’re trying to go through messages and just try to figure out what’s going on. Now it was at this point I’m like Well I talk to this one kid not kid man. Ethan recently I say that because I’m so much older than we are. Talk to him let me reach out to him and see what’s going on. And he was able to use his contacts to figure out why. You know we got shut down and he was able to figure out that we had used the word you know a title it was like do you hate to exercise yes. And that was flagged as being offensive something fairly benign. You would never think of that as being you know kind of remotely offensive. But you know according to their advertising policies we use that word we had use the word you. Yeah. And subsequently our account got shut down. Now the frustrating part about this is that there seemed to be no recourse. There was some we could do and when was this again I would say three months. Yeah maybe beginning of June. Is that right Ethan.
[00:23:06] OK. So we are recording this the middle of October so fairly recently.
[00:23:10] Yeah yeah yeah. We had a couple of choices. Can we start again. And by that stage we’d figured out that OK Facebook takes a little time to get acclimated to what you’re doing all over again. We got to you know Facebook has to really learn all of that and it was at the time where now we were suddenly more confident in our own abilities to do things we wanted to expand look for products which is what we have always wanted to do in the first place is to have you know multiple products and it just seemed to make sense to bring on Ethan at that time to not only rescue us from you know having our account shut down but to also to start to manage it. We had I felt like we had reached the level to where we had a good understanding of it but could really benefit from someone that had an understanding of it should be called Ethan. He got in contact with his people within a few days they had the account set back up and we were back up and running and it took just a I would say a week or so to kind of get back to where we were maybe two weeks to get back to where we were and then to grow and grow from there to the point where now Ethan does all of the ads he does all of you know kind of runs a bias and approve it. But he’s very fairly autonomous with respect to what he’s doing and getting great results.
[00:24:27] And it has allowed us in a kind of getting back to a question from before did we ever think we would use someone from the outside. No but the advantage of it is that we don’t have to worry about it as much. It’s freed us up to now pursue other things to videos to go out and get more contact to try to get more products which were you know actively looking for. So things like.
[00:24:49] Absolutely. So even did you have did you have contacts within Facebook. And you don’t have to give away all your secrets. But but people often ask you know what is the best way if God forbid my account gets does get shut down. How do I do that.
[00:25:05] And you know these days they do give you you know there are links that you can use to you know to follow up with them and really persistence and understanding trying to understand what you did wrong to let them know like hey that’s you know that’s the problem or that’s the. I understand that that’s what happened what was the action that you took.
[00:25:25] Yes so luckily I actually had been assigned a private Facebook group just based on the amount of spend that we manage.
[00:25:34] Yup ready. And so the first thing I did was I dove into the account just like you know Jerry has been doing and was just looking through and you know I saw that they had been using you or your you know which maybe could be something. And it’s not like you can ever use you or your. But the main thing is when you’re running ads Facebook doesn’t want you to poke at a pain point that I have.
[00:25:57] I am specially in the fitness field. Yeah exactly. And so I Jared had mentioned we had a headline that says you know do you hate advertising and if you have exercise exercising my day of advertising nobody hates advertising.
[00:26:14] And so if you have the word you know the algorithm is already kind of looking at it as this point and a pain point and then if you have the word hate in the same headline it just throws up a bit red red flag on Facebook’s automatic kind of disapproval thing. And so the first thing I do is you know I kind of looked through and thought maybe it’s these things but you never know for sure. Right. So I got on the phone with my rep and I said hey we go over this account with me and to see if there’s maybe something I’m missing or if there’s any notes on the back that you can see and things like that and you know he he went through it and he said you know I can’t see anything out of policy besides what you’re saying is you know the worst of the use of you and you know hate and those things may find something. He’s like I can’t turn it on like we have no power there. But I think if you you know kind of go through chat and tell them you think it’s these reasons why it got turned off and that you you’re going to change and remove all those. You may be able to get it turned back on and so you know a lot of people I know get their account turned off and I think their first thought is oh my gosh I wish I had a private reps and I he turned back on. Yep. The truth is you know the rep helped me in this situation where it was just a second set of eyes.
[00:27:30] Maybe if I’d never identified those things he would have told me and then I could’ve gone somewhere else to get it turned back on. But he said he wasn’t even the one that was able to turn it on down. If you are in a situation where your accounts turned off. My biggest recommendation would be to go to Facebook’s help center and at the very bottom you know you can open a live chat during their business hours. And I would just open a live chat and say are our accounts disabled. I just want to understand why I got turned off so I don’t do it again in the future. That’s kind of always the approach I take. I want to just understand because I want to be a good advertiser on that. Yep and then you can get some more information and that opens a dialogue where you can say OK well since it was something as small as you know using these two words we know we understand we made a mistake. What if we remove all those words. We don’t do it again is there any way we can get it turned back on and just kind of you know keep asking those questions and and as you know I guess you take as much accountability and just be as willing to change as possible. And that’s really the process that I took is because yeah my rep said hey he’s probably.
[00:28:38] But then once I got on in that chat you know I talked with him for an hour or so and after the hour said hey I’m going to. She said all submitted. See if I can get it approved by management to get turned back on and then a few days later we got a message back saying that if we changed all those things they would they would turn its back on.
[00:28:57] Yeah that’s awesome. It’s one of those stories that you know especially late lately over the past few months we’re hearing more and more about this. Facebook as you know the 5 million advertised on the platform it’s become more competitive.
[00:29:10] They really crack down on making sure that advertisers are following their policies and so forth. And you know unfortunately people are running into a lot but you know people are running into where their accounts are getting shut down. But if you just like to eat is described a really really well Ethan as far as you know if this happens to you one of the best things that you can do is follow up with them. Be persistent in a good way. But you know coming at it from a perspective of look you know I think this is why this happened. I understand it. You know if we you know this is not going to happen again if we make these changes and so forth. One of the big frustrations for people is not everybody has that chat option on that help page and link the link out. I’ll link the Resources page The Help page. There’s support community and e-mail option and a chat for most people. If you don’t like as you mentioned Ethan that’s Schadt is available during during their business hours. So it’s like the middle of the night. It’s not going to be available. And my understanding from my recent my recent Facebook ad rep is that those people who are spending on a consistent basis have the chat option. You know but I’ve seen kind of both you know both things happened there as far as accessibility to that goes but definitely check it out. I’ll get linked up in the short notes for the episode here today.
[00:30:30] The other thing that I’ve I’ve found that works really well is you can ask the rep to call you or the person who’s helping you I should say on the other end of that chat I’ve done that before. I’ve gotten great they call you within 24 hours and now you are speaking to somebody from Facebook who can actually. Well hopefully help you out with that. So even once you get the account turned back on a few days later what was sort of the first step that you did because Jared was spending what about 3000 dollars or so per day. What was one of the first things that you did once you get back into that account.
[00:31:04] Yes. So
[00:31:05] you know one of the big things in Gerri is kind of touched on it as he was saying you know he let it run for a few days when he first started it and then Facebook started to figure out you know what it was doing and targeting and so the reason that that happened is all of our assets were you know our conversion optimized that’s you know our commercial conversion we’re optimizing for as a purchase. And so what happens when you know the reason you run is because you need a buyer or some purchases and you’re seeding that Facebook. So right you’re kind of giving us some data so that it can say OK these people purchase. Let me show you two more people purchase like this. Well the problem that we ran into when the account got shut down and it’s almost the same as you going in turning all your ads off for them you do that you reset all your pixelate on those assets so essentially we it was awesome we got er an account back on and it we haven’t. You know some of that previous pixel data there. So it has it’s better than starting from scratch but all our ads that were running are no longer optimize.
[00:32:09] Yes and we were kind of at the square one but you know step to where it’s like OK well let’s come in here remove all the ads that we know you know use you or your or anything that can be you know on that line and then we got a star all brand new ad sets and we probably are going to be spending a little less than 3000 dollars a day to start again just so that we can receive our pixel. So I think maybe we started out spending across multiple ad sets. We started out in a movie like fifteen hundred bucks. Every day I was coming in and I was just I was you know creating budgets of about 20 percent per day we budget on each ad set maybe adding a new ad said that we thought different interest just so that we could get pixel data flowing again in there and just receive everything really well. And like Jerde said it took us about a week to two weeks to get right where we were back at two and three thousand dollars a day inside of our Arcadia. So we wanted to keep in. And then from there we are able to just keep scaling but it was a matter of almost relearning and exceeding that extoll once we got a.
[00:33:15] Yeah I think it’s really important point that you bring up is that you know when when we shudder let’s call it. So if if we’re running our campaign a lot of people ask me you know it’s a I ran this campaign you know three months ago had great results.
[00:33:29] It just stopped. I want to reactivate it now. Can I expect the same results and the like. Maybe but we don’t know because you’ve taken you know you’ve taken it that the campaign out of the algorithm essentially out of the flow. Things are very different on the platform now than they were a few months ago or whatever the last time was. And as you mentioned even like the data that pixel was receiving it hasn’t in a few months so it’s like restarting that whole process all all over again from a targeting perspective in sort of a setup perspective you mentioned when you were first getting the pixel going back again getting that data going flowing again. You were spending about 50 100 hours over over the you know over different ads sets about how many assets were you running. Probably
[00:34:14] about 10 or so. We
[00:34:17] start our ad sets with a daily budget of 100 dollars. Two hundred fifty dollars or so. OK.
[00:34:22] And these are called audiences. Yeah. OK. OK. Where are you. What are you doing any kind of warm audience. I mean because you’re running videos here. What is it. Well actually I’m assuming or was that video ads plus image as or was it just video ads.
[00:34:37] Yes. So Jerry it was doing both. I
[00:34:42] would say that it was probably a little heavier weighted towards the image at the very beginning and then once we saw that videos were working good spend started to push through videos more so we did have some some decent audiences of being able to do you know people who watch 50 percent of the video. And since we did get that account unbanned we we were able to set up some retargeting audience isn’t things so as far as that goes. Those are really the only warm audiences we had since we’re not collecting any e-mails or anything in our forward country to purchase you know e-mails once made purchases.
[00:35:18] So we basically set up some reargued for the sales page summary targeting for the checkout page people you know who abandoned cards essentially yeah some retargeting on video views the you know the ads pushing things that don’t everything was cold audiences and to be honest you know we’re maybe able to spend between 750 to at this point seven hundred fifty two. Fifteen hundred dollars a day on warm audiences the rest of the stuff we have to do cold audiences to keep feeding those warm audiences right. Yeah go get a high frequency if we don’t start going on backups. We’re the warm audience is converting for you. Yeah they were they were converted really really well cause you know the video views are awesome. You know warm audience. I think a lot of people still don’t utilize it. And so that’s definitely something that we use a lot.
[00:36:12] We’re there you mentioned like the 25 percent you know people giving at least 25 percent. What did you have you found are you testing the different percentages there to find out which ones converting the best for you. Yeah yeah.
[00:36:23] So we are all run split tests on a lot of them in a lot of times what it comes down to is you kind of have to start depending on how much ad spend you’re doing right.
[00:36:32] We’ve ran so many video ads now that I can create an audience of people who are 95 percent and you just have like a million people on it. Right. So if but if you’re just barely starting out you kind of have to start at the lower end of your funnel right. You got to say OK 25 percent so that I actually have an audience of you know enough people to just send some aspect to it. You know it’s small. I found that you know the higher fude percent the lower CPA that we can get not. But if I want to you know I can still stay within my KBI even if I’m doing like a 25 percent in the sense to say OK let’s hit them at 25 percent with some 50 percent to 75 percent annual to them at 95 percent sure. We know they’re super qualified once they get up there and the numbers work out.
[00:37:22] Yeah it’s a great point there as far as when people are just starting out you know to gain some momentum to start with that 25 percent on the video view.
[00:37:29] So for anybody listening or not like it was like wait what are they talking about now with the video we’re talking about video engagement audiences so you can create those audiences of people based on how long they’re watching your video whether it’s a Facebook video ad whether it’s a Facebook live on your page whether it’s a video on your page. You can create these engagement audiences based on how long people are watching these videos 25 percent 50 percent and so forth. And how big. I’m curious even how big are the audiences that you say you’re doing about ten ish ads sets mostly or cold. How big are the audiences that are that we’re talking about here.
[00:38:04] Yes so they kind of have scaled over time and that comes with the more data that you able to feed into your pixel and you know the more recent is the bigger you can kind of make your audiences up because at that point the Facebook is able to go out and hunt. So right when we got our ad account turned back on since we were kind of receiving things our audience is probably sat between my 2 million and 3 million. I try to a little you know broad enough the conversion pixel has enough people to work with but also not so narrow that our CPM our cost for you know thousand views was crazy. Yeah. And now that we’re spending more money we have audiences that we try to you know the bigger we can make it almost the better it works for us because we have so much pixel data on there so we have some better 7 million some that are 12 million. A lot of European countries borders target the entire country like women over age. Things like that just because we know based off the data that we’ve gotten in Facebook that hey women over 45 are prime buyers. Yes. And you know these European countries that maybe have a smaller population will just go abroad and we have enough pixel data in there that face just kind of going in and hunting out those people that are perfect for it.
[00:39:25] You bring up a really good point here and this is a really key thing to everybody. Two guys here are listening right now.
[00:39:31] What even saying here this is another example number one of the larger audience size is that it’s kind of it’s kind of shifted over the past several months. The quote unquote ideal audience size is larger now. Right. And the reason for that is because the algorithm has gotten so smart and as as Ethan mentioned here they can make it work with these larger audiences like six million plus because they have so much data on the pixel that pixel has learned the type of people who are converting who are buying yare so that the algorithm can go find them. As Ethan saying hunting these audiences the algorithms go find other people within these large 6 million plus audiences who are just like the people who are converting. And so this is a really really good point in that we you know unless you’re a local business right. Where we can get close to say a million you know for example just do the best that you can. But if your product or service or your business is going to be relevant to a larger audience go for that larger audience meaning like 800 k 1 million plus to try to reach those to try to give the algorithm more data to work with. Was there anything else that you that you started doing that you found that was you know it was working really well there.
[00:40:53] Yeah so you know that’s one of the big things that’s happening and I like to call those changes like Medha on Facebook is things that are again changing and so that bigger audience is a big matter right now and then I think another one in that a lot of people maybe either forget or just are not utilizing is look alike audiences Jarome raising you.
[00:41:16] So you know any regardless of whether it’s this product or you know I’m selling info product or you know trying to widen our registrants. My whole goal with any brand new thing is okay what’s maybe interest target to start so that we can build up NCAR pixel. But then let’s utilize any audiences that we can create off of that and create lookalike from. So for example we’re talking about those video views. So a huge thing that’s working for us now is we’ll do look alike audiences off of people who are view 95 percent of our video. So what do you know when we started out with like 2 percent with like you know audiences in the U.S. but going along with what we talked about. Now we do like 5 or 6 percent lookalikes. Yes. We want a bigger audience and we have enough data. We do look alikes off of all our purchases we do look alikes off of our initiated checkout or abandoned car kind of visits. We do lookalikes off of our sales page visits and we just hest all those lookalikes. We still do a lot of interest stuff because it’s such a broad. The amazing thing about this product is it’s you know Jared was talking about if it’s gets in front of the right person buy in that’s true. And the nice thing about it is our right person is broader than a lot of other products. You know for us our right person is basically women over 45 you know 35 to 45 who have some interest in any sort of kind of physical activity.
[00:42:44] And so there’s a lot of different things that we can do that. It’s like hey what’s interest target yoga. Well just trim that down by women who are over 45 plus lets interest target maybe Toumba or a you know health and fitness or whatnot. And so we’ll still do some of those and we’ll keep those really broad but the lookalike audiences is really to feed those that are beyond reason we’re doing a lot of those interesting ones.
[00:43:09] Yeah I love that you bring that up.
[00:43:10] This is another example where Facebook wants us to build these custom audiences as quickly as possible so that again the algorithm has gotten so smart so that we can create these look like audiences and Facebook can go find other people on Facebook with similar attributes as the people who are taking whatever action it is that you’re creating the audience from. So whether it’s watching the video or purchasing or you know visiting the page whatever it might be the faster that you can create these look like audiences and Ethan you made a really good point there. You know has those larger sized lookalikes forever we were only doing the 1 percent. Right. And it would get that two point one ish million people. But you know in addition to doing that don’t be afraid to test. And again this again Ethan you bring up a good point as far as your audience is very broad. So it works for you guys. But and again.
[00:44:01] So if anybody’s listening who has a Praja service that’s going to be relevant to that type of scale of an audience. Don’t be afraid to go up to that 2 3 4 5 percent you know lookalike audience. And again you said up to 6 percent. Don’t be afraid to go to those larger audiences because the greater the percentage is there obviously the larger the audience that you’re going to have. I’m curious what you’re seeing and running into in the in the way of overlap audiences any kind of audiences that are overlapping that’s a big thing on the platform right now that’s that’s really chilling a lot of people’s campaigns like they can be going along for a while and then all of a sudden like delivery just drops.
[00:44:43] And one reason that can be causing that is his audience overlap are you seeing any issues there.
[00:44:48] Yeah we see some issues but luckily I think Facebook is noticing this as well and they’ve actually made it at least from what my rep has told me the last time I was talking to him about it maybe made some changes on how their algorithm handles really overlapped audiences. If you’re bidding on them in the same ad account. So if I had separate accounts this would be different but let’s say I have to look like audiences and they overlap about 50 percent so you know half the people in each one are saying what their what my rep was saying for me is all right if you set those up in different assets in your you know your own ad account and you’re bidding on them. What the algorithm is going to do is it’s actually going to identify that overlap now and then it’s going to just split that amount of people into each one. So you’re not bidding against yourself. So say they overlap 50 percent and say that’s under people just for the sake of easiness numbers will take 50 of those people and you can put them you know don’t get into one ad sets audience and then the other 50 to the other. So that being said overlap can still kill you if you have you know 100 percent overlapping your audience there’s only 50000 people. Yeah. Now your instead of you know bidding on a 50000 kind of reach are really getting 25000 and maybe you have way too much budget for that right. Yeah.
[00:46:11] So the overlap hasn’t really hurt our K.P. eyes a lot because we are going on like really large audiences that it’s able to with the budgets that we’re running on each headset kind of keep it in check. But one thing that I have to do is you know I’ll hit caps on what I can spend effectively to stay in or keep your eyes on a certain assets. AUDIENCE Right. So I’m scaling budgets and maybe that cap is a 500 dollars a day. I noticed that our Kippy start to go up really high as 500 dollars. You know I I just realized that assets kept out we’ll leave it at 500 dollars a day maybe I’ll play some manual bidding or something to bring it down but now I need to kind of expand it. I want to expand our budget by finding more audiences that don’t have the overlap or things like that. So it does play a role but I think Facebook is getting better on how they handle it inside your own account.
[00:47:06] Yes. So when you’re doing that. So when you’re you brought up there that you reach a certain level of spend and you realize that you know against your KPI.
[00:47:16] You’re not seeing as good results as say you bring it up from 500 let’s just say to 600 or whatever it might be. Are you saying that run a few days and then realizing that you know what these numbers are not working. Are you leaving. Are you just bringing that existing ad set back down to 500 or are you stopping it starting something new. I guess I know that we’re getting kind of tactical here at what we’re doing but I think these types of conversations are beneficial for a lot of people.
[00:47:43] Yeah absolutely. I’ll let them run for a few days just like everything else right.
[00:47:47] You don’t want to make major decisions on Facebook. You know especially when you’re optimizing for convergence. So I’ll let them run for you know a few days if I see generally though like I’m scaling budgets on a daily basis right up every 24 hours or comment.
[00:48:02] So if I come in and I see something let’s say I took one from 500 to 600 now and it’s you know out of whack on Arcadis I won’t cut it off but I want to scale the budget all right and I’ll just let it let it sit and see if it’s going to bring itself back again. Yeah. And if it doesn’t after you know two to three days I usually use trying to use three days history as you know my my yeah. Bring it back down. I won’t cut the head off because I already have so much pixel data in there. I cut it off and start from scratch. I’m almost you know restarting. Yes. Also we were working good at 500. I’m going to bring this budget back down to 500 on this. It will probably take about a day or so to acclimate into that but then I don’t have to start from scratch. Brand new bring me back up to 500. Got it. So waiting a few days bringing them back down to where they were kind of stable and unions.
[00:48:54] Yeah I love that. Is there anything we haven’t covered that you guys have seen really good success with or good good lessons that you’ve learned over the past. I mean great lessons there as far as what you what was going on before the account got shut down the account got shut down how you got it back on and how you really scaled it back up to where you guys are today.
[00:49:14] Any any other lessons or things that you’ve learned along the way that we haven’t really chatted about yet.
[00:49:21] I don’t think this per se. Another lesson I think the overarching lesson here is that you know obviously you can listen to eat and talk and you can tell he’s an expert straight away. He knows you know he’s forgotten more than I’ll ever know. Right. So the lesson here is by delegating to him I can focus on my core competency right. I can focus on the copywriting and the e-mails and product development and the things that I’m really good at not having to worry about the things that you know and let him focus on the things that he’s really good at and subsequently collectively I can be so much farther ahead than I would have ever been on my own. So I think all of these businesses get to a point where got to ask yourself that question can I continue to do it on my own. And if so what’s the opportunity cost of that. Or can I hire an expert who can figure out all these retargeting options and these you know getting the percentage of the audience size here and how to go into different countries. And the things that would take me for ever to figure out and would prevent me from developing more on the product side so that symbiotic relationship is really what’s working out for us.
[00:50:32] Yeah I love it and I’m glad you bring that up Jerry because that is so important in a lot of people don’t realize that or they think that you know what I have to. I’m not going to do this myself because I don’t have time to do it.
[00:50:45] You learn enough to be you know at least kind of get a sense of what you were doing. Yeah maybe you weren’t having the type the results that you had hoped for but you got to have 3000 you know a day and spend you were doing well and making money from it and then you know what happened with your account. But then you realized that you know what probably time better spent I can I know delegation a read delegation of resources here to somebody else who could handle as who’s an expert in this and that I can focus on other things where I’m in my you know quote unquote zone of genius in other areas of the business and grow the business in those areas that are that I’m the best at and have somebody else take care of it. And so it’s a mindset that I would I wish more people had in how they’re looking at their business. And I’m really glad Jared that you didn’t outsource it right away that you did go through that experience. I mean not getting your account shut down but you went through the experience of learning and testing you out yourself to see what you could do. You brought it to a point. You know those things happen and then you decided to delegate but I’m glad that you were able to do that and you were willing to do that. And thank you by the way for implementing what you were learning here on the podcast. I always love I always love that stuff.
[00:52:03] Well the cool thing is I like to remind myself about this that one decision has now generated millions of dollars in sales at one little thing that we could have just easily pushed aside to let’s try the next one. Yeah of dollars. Yeah they love it all really trying to accomplish. And the thing about a cow getting shot down. That’s perhaps the best thing that could have happened. True it has allowed me to focus on the other things and put it in the hands of someone that has been able to dissect is six ways from Sunday. And you know really target opportunities that I don’t think I would have personally been able to really figure out at least in the short term you know.
[00:52:43] Sure sure. Guys this has been great. Thank you so much for your willingness to to come on here and chat about this.
[00:52:49] Both Jared Eve and I want to make sure that people connect with you if they want to reach out ask questions or just connect in any way. What’s the best way for people to do that.
[00:53:00] ETHAN Yeah the best way for me if you know people are interested in talking about ads things like that they can always kind of just schedule a call with me at my website and that’s had ventures that I’ll sell at Adey ventures that can schedule a call there if you just want to shoot me an email you can always email me the best E-mail to email me on is even at adventure’s da got it.
[00:53:36] OK cool and Jared and for me probably the best thing is just to reach out to me via e-mail and my e-mail is Jared e Bently at gmail dot com it’s J R R D E Bentley just like the car the EMT LG y at G mail at G.M..
[00:53:53] Okay cool I’ll be sure to link those up on the page for today’s episode guys. Thank you again so much for coming on to chat about this.
[00:54:01] This has been really interesting and I think that we’ve just helped a ton of people with this case study and kind of how we work through it how you guys work through issues and the success you guys are having. So thank you again. Well thank you very much for all you’re doing as well. Absolutely. It’s been really fun.
[00:54:19] All right. Hope you got a lot out of this one. Jared and Ethan today I want to give a big shout out to everybody who is leaving a reading in review for the show over on iTunes. Really really appreciate it. And as I mentioned last episode I want to start personally acknowledging those of you who are taking the time to do it like Veronica Grant. Veronica writes What is she right here. Leverich five stars. I’ve learned everything I know about Facebook ads from Rick and Facebook ads drive the revenue for my business. I’m a relationship coach and consistently make between seven and ten thousand dollars a month and only spend between four and five hundred dollars a month on ads that’s awesome Veronica. If you want to get into Facebook ads look no further. So thank you so much for that. Veronica I really appreciate that and thank you for everybody who has left a rating in review for the show over on iTunes. It’s a huge help if you have not yet left a rating review for the show. Like I mentioned it is a big help when you like to support this show. Please take a second to do it. It really only takes about 30 seconds to leave that rating an honest review for the show. Thank you so much in advance for doing that. Really appreciate it. Also before we head out here if you’d like to win a 30 minute strategy session with me. I’d love to hear from you over on Facebook Messenger. All you have to do is give me your feedback on the podcast here.
[00:55:42] Specifically I’d like to hear what you’d like to hear more of on the show. Like things like topics guests style of the show frequency of the show length of the show. Any ideas that you’d like to share with me. I want to hear from you. So to share your ideas and feedback with me you can just message me over on Facebook which as I set up a link for you it’s Rick Mulready dot com for its Lasch messenger. It’ll pop your Facebook messenger and you can message me right there. And when you message me with your ideas and feedback I’m going to pick one person at random at the end of each month to win a 30 minute strategy call with me and we can talk about your Facebook ads growing your business online marketing strategy growing a team whatever it is they like to talk about. We can cover it during that 30 minute strategy call. So thank you so much in advance for your feedback that feedback really really means a lot to me and I take all of that into account for planning the podcast here because I want to continually evolve this podcast and be providing the type of content information and format and all that different type of stuff for you the listener because this is why I do it. I do it for you. And as always thank you so much in advance for excuse me.
[00:56:55] Thank you so much for listening in advance for listening to the show today. Coming up next week I do have another great episode coming your way so as always. Until then keep testing your paid traffic to find out what works for you and your business. And then do more of what’s working and I’ll see you in the next episode.