The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try.
We’re hosting John Moran, who has spent over $1 million testing Meta’s updates in real time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+ campaigns. John reveals how advertisers are now at the mercy of the algorithm, with little control over exclusions or targeting.
However, we’ll also show you how to fight back with custom event cAPI imports, a strategy that’s helping us regain some of the control Meta has taken away. Plus, we break down the shifts in creative testing, campaign structures, and customer targeting to keep you ahead of the curve.
In this episode:
04:22 Advantage+ campaigns vs. manual setup
11:12 Results from testing Meta’s algorithmic shift
15:21 How is Advantage+ different from PMax?
20:47 Testing Advantage+ for new customer acquisition
23:55 Merging Advantage+ with cAPI imports
30:25 Custom event cAPI imports explained
34:09 Step-by-step process of setting up Advantage+ campaigns
40:20 Inclusions and exclusions with the cAPI strategy
50:51 Regaining control with new creative strategies
Mentioned in the episode:
Episode 691: The MAJOR Meta Advantage+ Changes You Must Know: https://perpetualtraffic.com/podcast/episode-691-the-major-meta-advantage-changes-you-must-know/
Meta Advantage + Breaking News! | Tier 11 Live! https://www.youtube.com/watch?v=j9-nEIymAkw
Get Your nCAC Calculator Now! https://www.tiereleven.com/ncac
Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply
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Connect with John Moran
Connect with Ralph Burns:
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READ THE TRANSCRIPT:
How Advantage+ Sales is Changing the Meta Ads Game Forever
00:00:00:00 – 00:00:01:22 John this is been our
00:00:00:00 – 00:00:01:22
John
this is been our
00:00:01:22 – 00:00:03:02
John
fight against the man,
00:00:03:02 – 00:00:11:11
John
into regaining some sort of control so that we don’t end up in a situation where you launch just a simple advantage plus sales campaign
00:00:11:11 – 00:00:12:02
John
and then
00:00:12:02 – 00:00:12:18
John
let
00:00:12:18 – 00:00:15:09
John
the targeting, decide the exclusions be decided.
00:00:15:09 – 00:00:15:26
John
By meta,
00:00:16:05 – 00:00:19:02
John
we’re now no longer at the mercy of
00:00:19:02 – 00:00:24:19
John
the algorithms, essentially choosing the type of customers new versus returning that it can go after.
00:00:24:19 – 00:00:25:25
John
We now get to dictate it.
00:00:26:04 – 00:00:47:06
Ralph
Hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, the founder and CEO of tier 11. And today’s show is a follow on episode to a show we did back on April 25th, where we talked about some of the changes that are coming down the line or were just about to happen. Full bore inside meta.
00:00:47:06 – 00:01:12:26
Ralph
And having advertised on this platform for whom? Wow. Well over 15 years at this point in time, being one of the first Facebook ad agencies on the planet 1012 years ago. These are big changes. These are huge changes. I can remember when they installed Power Editor. That was a big change. This is nothing by comparison to that. Remember when they took away the pixel 5 or 6 years ago?
00:01:12:29 – 00:01:31:08
Ralph
There has been huge changes in this platform, and one thing that’s constant with this entire industry is change. So it’s a good thing that you’re listening to this show because we break this stuff before anybody else does in the marketing space. Today, we’re going to be getting into a lot of the things that we talked about. We didn’t really know back in episode 691,
00:01:31:08 – 00:01:38:02
Ralph
when we were really starting to see this roll out, they made sort of an announcement meta did on their earnings call.
00:01:38:02 – 00:02:01:03
Ralph
And in a couple of subsequent communications, some communication that we got through our partner manager program, a new sort of program that they have for agencies. But John Moran, who is going to be the star of today’s episode, has even more in-depth understanding of it and in a very short period of time, has spent over $1 million in many cases of his own money.
00:02:01:06 – 00:02:22:17
Ralph
And it’s sort of his test bed, which we refer to as the lab is going to be revealing that here today. So if you’re a meta advertiser and you’ve seen these changes, you’ve seen advantage. Plus maybe you can toggle to manual and maybe the manual is is now disconnected or blacked out or are not even there at all.
00:02:22:17 – 00:02:36:12
Ralph
We’re sort of seeing it in different ways. And every single ads manager, this is the show for you and I highly encourage you to watch this over on our YouTube channel of our perpetual traffic.com/youtube.
00:02:36:12 – 00:02:54:05
Ralph
John, unfortunately is on the bleeding edge, not the cutting edge like the bleeding edge and really leading our team and the entire advertising world in my opinion, when it comes to this stuff. So there is advantage plus. But then there is also a tactic that he has deployed.
00:02:54:07 – 00:03:14:16
Ralph
We haven’t even named it yet. It’s a copy custom event, which I refer to and back on episode 691. But I think he explains it. You can actually see it in action even better over on the YouTube channel, so definitely check that out over perpetual traffic.com/youtube. Listen to today’s show. Go over and watch it over on the YouTube channel.
00:03:14:21 – 00:03:30:16
Ralph
Make sure you subscribe so you don’t miss any of this sort of stuff. And this is the kind of cutting edge stuff that we’re going to be bringing to you in the coming weeks here as this story evolves and, you know, we spend $100 million a year well over that now on meta, but the same over on Google.
00:03:30:19 – 00:03:54:24
Ralph
John is one of the leading authorities in both spaces now. So I would encourage you to really listen and learn and figure out what your plan is as to how your business, how your accounts, if you’re an agency, how your department, if you’re a director of marketing, is going to handle this because this is a massive change right now, and I know a lot of folks will say, oh, well, this basically means like the end of the media buyer.
00:03:54:26 – 00:04:19:09
Ralph
Maybe it does at some point. Not now though. You need smart media buyers who understand this stuff and have seen the changes coming and can adapt to it. And that’s why we did today’s episode. So without further ado, here’s John and myself with all the changes with Advantage Plus as well as the copy integration, custom event diabolical strategy on today’s show.
00:04:19:14 – 00:04:20:29
Ralph
Take it away, John Ralph.
00:04:21:29 – 00:04:24:07
Ralph
Band. We’re alive!
00:04:24:07 – 00:04:28:21
Ralph
I’m excited for today’s show, man. Oh, man. Is there some cool stuff going on right now?
00:04:28:23 – 00:04:40:26
John
It’s something we’ve been talking about for at least I think three months now. Ever since I was working with that meta team, that I will not oust them because they gave me a three month head start on what was coming down the pipe, and then.
00:04:40:26 – 00:04:41:22
Ralph
23.
00:04:41:22 – 00:05:04:11
John
Hours ago, a launch happened inside a meta that isn’t necessarily completely wiping out manual, but it’s as close as you could possibly be without causing a meta boycott from advertisers. And to share screen for a moment to kind of catch everyone up out there that may have not heard about the new update that just came out. And then I think of share Screen.
00:05:04:11 – 00:05:29:25
John
Ralph, would you make that present? I’m not logged in apparently, so thank you sir. We go. We now have a new update to advantage. Plus shopping is now called Advantage Plus Sales and this now defaults into each meta advertisers account. Essentially what this means is that what we were kind of whistleblowing for like the last three months, is that it does not look like any of our targeting or exclusions are working.
00:05:29:28 – 00:05:40:24
John
Our solve for that was due to Cappy imports by new customers, returning customers, the product, new customer by product, the returning customer and
00:05:40:24 – 00:05:58:17
John
this is been our fight against the man, I guess I would say, into regaining some sort of control so that we don’t end up in a situation where you launch just a simple advantage plus sales campaign and then let you know the targeting, decide the exclusions be decided.
00:05:58:17 – 00:06:02:12
John
By meta, I mean it goes into like Meta’s little black box.
00:06:02:12 – 00:06:24:29
John
It is a very, very, very powerful campaign type and when you can leverage it appropriately is actually a lot easier than us fighting against it. So we’ve seen this inside of data suite where we knew that the paid media platforms were messing up. I basically made my name by saying, this is what they tell you, this is what actually happens.
00:06:25:02 – 00:06:40:25
John
But the problem, though is that we develop feeder strategy, we develop dogpile strategy, we develop non brand brand versions. No existing customers go this way. Optimize for new customers, go that way. We’ve been at the mercy of asking permission
00:06:40:25 – 00:06:50:05
John
and begging and pleading the paid media platforms to do what we’ve been asking them to do, because they were listening to us for a decade until recently, they said, you know what?
00:06:50:05 – 00:07:18:09
John
My AI is smarter than your technical media buying. And sometimes that’s right. Now a lot of times that’s right. The problem is, it is so powerful that the tactical media buying that has now gone away, that has been replaced by AI, is, in fact so powerful that it can attribute and contribute conversions extremely well. The problem is it may be on conversions you don’t necessarily want.
00:07:18:11 – 00:07:49:20
John
So we’ve been running some import tests and those import tests that we have been actually now utilizing the new structure that I learned in Iceland that meta wants all the advertisers to now use, which is actually way dumbed down and simplified. And it’s because of that that the paid media platforms such as Google are punishing you with conflicting data and results if you’re not following it that way.
00:07:50:11 – 00:08:08:02
John
So what does this mean for the general advertiser? It’s actually become a lot easier for the general advertiser. If a person that has no technical media buying experience, meta is trying to say, that’s okay, you don’t need it, you don’t need to. Five years ago, you know, me and Kassam like joked around with the prediction where it’s like, just give us your website, give us your credit card, and we’ll take it from there.
00:08:08:02 – 00:08:26:27
John
We’re now closer to that portion of the journey than ever before. However, you have now even less control. And that is a scary, scary thought when you’re talking about, well, I have to make new customers. For my clients, it’s the only way to grow. You can only grow with new customers. You can reengage, you can get existing customers to buy.
00:08:26:27 – 00:08:47:22
John
It’s a little more difficult, but it’s much harder than trying to go after something that is new. And interestingly enough, the AIBO model is now failing inside of meta because of this update, and the team that I’ve been working with inside of meta has explained the opportunity to dupe ad sets algorithm that just went live.
00:08:47:22 – 00:09:00:17
John
The duping algorithm that just went live essentially means that when an opportunity is found in a same conversion event as in two different campaigns and or ad sets, Metta will now dupe that opportunity into one.
00:09:00:17 – 00:09:27:28
John
And you do not get to choose or identify which one that is. So what’s interesting is if you have something that is a I’ll give you a very simple example, a campaign with a certain amount of ads that are going after a prospecting audience that you used to define. Now that definition is gone and now it is prospecting based on your words, phrases, your creative, the interpretation of that creative in the landing page that you’re sending those users to right now, that is now your targeting.
00:09:28:05 – 00:09:46:11
John
Well, when you launch another campaign with a different potentially piece of creative for the same product, the people that are found now in ads that slash campaign A can not be found an asset slash campaign B so therefore.
00:09:46:14 – 00:09:53:04
Ralph
Therefore what becomes very important all of a sudden, but not all of a sudden, but even more so.
00:09:53:13 – 00:09:59:06
John
What has become the most important thing so far that we can leverage is your conversion actions.
00:09:59:06 – 00:10:20:15
John
Your conversion actions now dictate how opportunities move. So you have add to cart campaigns, view content campaigns, purchase campaigns. Great but oppose gone create a testing is more complicated. They’re no longer sharing users with your other creative with your other non creative direct going after the same audiences, but they cannot be found in both audiences.
00:10:20:18 – 00:10:41:17
John
So everything that we’ve kind of known has been kind of flipped upside down, and we’ve been testing it and leveraging it, and we’ve been seeing some pretty unbelievable results when we’re using our data suite to import these conversions back into to meta and even into Google. So much so that it is scaling at a ridiculous rate. And also
00:10:41:17 – 00:10:50:01
John
we’re now no longer at the mercy of the algorithms, essentially choosing the type of customers new versus returning that it can go after.
00:10:50:01 – 00:10:51:07
John
We now get to dictate it.
00:10:51:07 – 00:11:08:13
John
I made an analogy that instead of buying the bathwater and buying the baby, but only really wanting the baby, and you kind of throw out the bathwater because it’s like, you know, I got some existing customers, but I paid a lot for them. And what is my actual cost require first time customer well, let me dive into data Sweden.
00:11:08:15 – 00:11:35:15
John
Let me see how the campaigns are kind of messing up. We’re able to take back that control. This the control that I think we’ve shared before, but now it’s in a bit of a different structure. Looks more like this now. And I’ll go ahead and share. Screen, please. Thank you so much. So what we found is that if I have a creative testing campaign and this creative testing campaign is using the new version that met a what’s which is CBO minimal assets, almost all of your creative inside of one asset.
00:11:35:18 – 00:11:53:01
John
Now what we ask for, it’s kind of like genie what we asked for. We get. But it’s like this is like if Genie had a weird, sick, twisted sense of humor, like, this is kind of what we’re seeing. Meta is now Genie, because when we’re looking at those 32 purchase of emotions, we said, okay, I want immune purchases, which means I want my products of critical immune defense to be sold.
00:11:53:04 – 00:12:15:27
John
And we have 35 sales. 32 of them are the product that’s being sold. However, only 16 were new. We’re like, well, dang, when we exclude existing customers, when we set our existing customer bid cap to zero, it gets ignored. Even advantage. Plus trying to get 40 more purchases 42 immune only 20. Less than half are new customers. Same structure setup.
00:12:15:29 – 00:12:37:14
John
We said okay, well what if we wanted the immune purchases? But what if we had them? Only new customers. That’s what this is. Okay, 50 sales, 42 new customers, 42 new customers of your mute. Perfect. We’ve increased this from a 50% to now. Like at 85%. We’re 42 out of 50. Yeah. Okay, now we’re getting somewhere. A 80% increase in the amount of new customers in a campaign’s massive.
00:12:38:15 – 00:12:41:08
John
So now we’re seeing okay what’s really interesting about this is if
00:12:41:08 – 00:12:56:26
John
we look at this is what’s really crazy too is we look at the CPA and we have 109 with purpose. To me we spent 3517 35.7. Divide that by the only 16 money customers that came in. We’re spending 219. This one is already beating it at 203.
00:12:56:29 – 00:13:05:17
John
This one got 219. Our and cactus was getting $203 in cash. I spent more than twice as much on this and this one was only running for a day.
00:13:06:16 – 00:13:13:13
John
So I beat the other campaign running for two weeks because I said no, no, no, I want this. Okay, here you go. Added cost is cheaper.
00:13:13:15 – 00:13:33:22
Ralph
There is a reason for all this, right? If you look back to February like their quarterly, I think it was their quarterly earnings call and they talked about their investment in AI. And also they announced that Advantage Plus is going to be this non manual advantage. Plus it’s going to start appearing. And so we started hearing about it.
00:13:33:22 – 00:13:45:09
Ralph
We started seeing it in some of our campaigns. Obviously the meta contacts that you have are giving you even more insights. The point is is like this has been coming. If you sort of look at the history of advertising just in general, like
00:13:45:09 – 00:13:51:18
Ralph
if you haven’t seen this coming, then you probably haven’t been paying attention. There’s also bless you.
00:13:51:18 – 00:14:28:26
Ralph
There’s also a reason why. In that same earnings call, meta said we are investing 60 to 65 billion in AI in 2025. That’s billion with a B. And the data is the amount of data centers that they’re actually building. It’s not just to create an open AI platform that will rival OpenAI. Obviously they have their own llama platform, but this is to make the algorithm to leverage the AI to leverage all the data that they have, to leverage their advertising platform more effectively and to automate and utilize that AI.
00:14:28:26 – 00:14:35:05
Ralph
Because when you think about the algorithms inside the platforms, it’s really it’s AI, it’s machine learning. At the end of the day.
00:14:35:07 – 00:14:36:20
John
Sponsored by media.
00:14:36:22 – 00:14:57:24
Ralph
You got it. Absolutely. The GPUs, baby. The point is, oh man. Oh infection. Taiwan. But anyway, the guy I love said that outside right now. The point is, is that this has been coming for quite some time. And if you didn’t see it back in February, I actually we dropped the link inside the notes here in case you didn’t see that, but that was like your first shot.
00:14:57:24 – 00:15:20:00
Ralph
And our meta, I don’t know what they’re called now, has been saying like, this is coming, this is coming, this is coming for quite some time. We’ve been seeing it starting to appear, but it’s basically it’s the degradation of manual everything within meta. And that’s a big deal. It was always an option. Now it’s like gone. It’s like you have to live by this new rule that we are setting.
00:15:20:02 – 00:15:33:26
Ralph
So big sea change there. Yeah. Obviously copy stuff we want to get into here in today’s show. My big question for you is this I know we were talking yesterday. I didn’t ask this question. I was because I was thinking it. I was like, shit that I ask about. I don’t think I asked that. How do we know?
00:15:33:27 – 00:15:40:06
Ralph
Or how do you know from your standpoint that this just isn’t another freaking pee?
00:15:40:07 – 00:15:43:10
John
Max oh, it absolutely is.
00:15:43:13 – 00:16:11:25
Ralph
It is. So we’ll talk through that because pee max was like the thing, and now it just became a big retargeting platform. I mean, it’s certainly using Google’s AI and the algorithm and the 72 million data points that it has. And every human on the planet. Point is, is how is it different in your opinion? Or, and like, how do you sort of like what’s your view of that if people is like, yeah, it’s just another AI thing that now I have less control, but I’m still going to have the other options.
00:16:12:00 – 00:16:15:29
Ralph
You kind of don’t know now. So there is that as a differentiator.
00:16:16:02 – 00:16:59:11
John
The performance Max has always been since day one, contrary to popular belief and even official literature, that I actually have proof now last week and that was a lie from Google themselves. I can have that shared, but the thing that we noticed most often is that the metrics that meta quoted an advantage plus compared to manual, that was the from the variable group, not the control group, that 85% of advertisers out there that had this turned on without them understanding or knowing or agreeing to it, which means their campaign started using Advantage Plus audiences in manual campaigns, their metrics that they went to and said, this is the results that we’d like, is a 24%
00:16:59:11 – 00:17:15:04
John
reduction in CPA and a 22% increase in Roas. Yes, if you target people that may, I may not want you to target and you claim credit for them anyway. Your metrics look good. My business hurts. That sounds exactly like performance. Makes
00:17:15:04 – 00:17:19:06
John
sure it goes after brand. Which performance? Max
00:17:19:06 – 00:17:28:08
John
now has a leg up in terms of in platform CPM rise because it’s the last thing people do and it’s the least expensive channel to advertise in is last click brand.
00:17:28:15 – 00:18:06:13
John
It’s the easiest one to make work. You can basically not even try. They’re doing that on prospecting, however, because the prospecting is not trying to compete with another advertiser, you’re now stuck with a whomever can deliver. The most engaging, amazing content wins, which benefits the meta user. The meta experience you have inside that platform now, in VR now, and are now in all of the ways that meta is trying to bring you from the desktop into your whole mind of thinking is now based off of whomever can make the best content win.
00:18:06:16 – 00:18:17:04
John
Yeah, and their targeting is now based on content is no longer based on audiences and interests and segmentations and psychographics and demographics still geographics, but that’s the only one that’s left.
00:18:17:04 – 00:18:17:26
Ralph
Sure.
00:18:17:29 – 00:18:20:15
John
So your content what meta came out and said.
00:18:20:19 – 00:18:22:05
Ralph
Or your creative really.
00:18:22:12 – 00:18:56:08
John
Right. Yeah. The creative fluid. That’s right. And so what meta has kind of released to us in Iceland last week was the way that they are ultimately moving to is one campaign, one ad set when possible, and then multiple pieces of creative from top, middle and bottom of the funnel all within one AD set. And then it’s the advertisers, the creative directors job, to iterate each portion of those videos or images or statics or GIFs in order to make that ad better in that campaign.
00:18:56:13 – 00:19:14:02
John
Yeah. Supports the theory that they can go after purchases as much as they want because it’s new or returning doesn’t matter their sales and they’re doing it because of your creative. Okay, fine. Sure. But the way that meta said is be mindful of when you do that. Your creative testing is no longer creative testing in the traditional sense.
00:19:14:02 – 00:19:35:12
John
What they say is that you’re going to find something like the founder’s story. That is actually the first ad in the ad set is going to have a large amount of spend and clicks, but very poor performance. But the longer it goes on, your middle and your bottom of the funnel will have less clicks and really low CPM and really high Roas because it is pushing it through a funnel, which is why they’re locking an audience into the ad set.
00:19:35:14 – 00:19:43:09
Ralph
Yeah, sounds too good to be true. John Moran, what makes you so damn convinced.
00:19:43:11 – 00:19:48:13
John
I put a million bucks into this model and it worked.
00:19:48:16 – 00:19:56:02
Ralph
But why did I, like, play the devil with you anyway? Go ahead. I know, right? You flew your ass out to Iceland. Or maybe they flew it out for you.
00:19:56:02 – 00:20:01:13
John
But I flew myself out, unfortunately. Yeah, I, I had to pay for this knowledge out of my own pocket.
00:20:01:13 – 00:20:05:17
Ralph
Is Iceland green and Greenland is out, right. Well, it’s black.
00:20:05:18 – 00:20:11:06
John
Really. Iceland is black with green moss over the lava rock that has taken over everywhere.
00:20:11:06 – 00:20:13:08
Ralph
I don’t, it is a bear.
00:20:13:08 – 00:20:25:24
John
I saw seven trees and I went to, like, an hour of that country. I was like, there’s one. Like it is just a barren wasteland. Beautiful. But it is like. I mean, just lava fields as far as your eye can see. I saw. I didn’t see like, one animal. I’m like, what are they here?
00:20:25:29 – 00:20:31:23
Ralph
Oh, my God, that was very strange. But it’s like, check this out. This is what I.
00:20:31:23 – 00:20:38:15
John
Was looking at to say, like, can is this even plausible? And that’s what was interesting is when we look at go ahead and share screen.
00:20:38:15 – 00:20:47:18
Ralph
Thanks. I like having this much power over you. And I know what you can. So. Right. Yeah I know, fuck no you God it’s good. Yeah.
00:20:47:22 – 00:21:10:11
John
It from 937 to 2.1 million or up 126%. And interesting is we said okay, like we have to segment them out. By the way, that’s the secret sauce here. Being able to first click copy import not copy import because you copy import last click on a first good campaign and you’re good. So first click copy import of true.
00:21:10:11 – 00:21:29:09
John
First data is now king. So if you’re doing like your Shopify imports like if you have a direct integration with Shopify and you’re sending in your Shopify purchases, even though Shopify is actually measuring 44% accuracy based on even Shopify as public data, they say they’re attribution models like 44% accurate. You’re going to copy import that, you’re going to be 56% wrong.
00:21:29:11 – 00:22:01:02
John
So it’s really interesting to see that when we started to scale up and hopefully it starts to load for us, I don’t know why it’s go so slow, but we’ve been still seeing this. When we increase our cost on everything outside of a NC, a new customer version, we ended up getting a lot of existing customer growth. So much so that we even saw this inside of Google Ads, where the new customer imports are finally actually starting to grow in a good sense, where we’re actually seeing more new customers and returning customers.
00:22:01:02 – 00:22:20:29
John
So even Google Ads is doing this as well. So it is really interesting to see that what we’re optimizing towards, because there’s so much I can talk in such detail about how the AI and the targeting works. There’s reasons that this is way less simple, that we all assume, and it’s because of the competitive ecosystem that they’re trying to maintain control over.
00:22:20:29 – 00:22:38:29
John
So you versus the other advertisers that are selling products just like yours. And so I’ll share with that in a moment. Why this benefits meta more than the advertiser. But the way that we’re fighting it against is going after those perfect senses. But this can become very, very, very scalable. Adding $1 million, getting 8% less cost of acquired first time customer, writing a half million.
00:22:38:29 – 00:23:00:06
John
Getting 37% less cost. I’ve already shown all this stuff here, and I backed it up with all of our subscribers and are just continually scaling up to the moon. But what was very interesting is whenever we didn’t ask for a new subscriber, we saw that it was like 5330 new, like, dang it, 906 hundred new. I paid for 300 existing customers right there.
00:23:00:08 – 00:23:01:13
Ralph
It’s still not bad though.
00:23:01:13 – 00:23:02:14
John
Fiber’s not.
00:23:02:14 – 00:23:03:19
Ralph
Bad. It’s not bad.
00:23:03:23 – 00:23:04:16
John
I’m not bad at all.
00:23:04:23 – 00:23:14:05
Ralph
Considering the platform the way that it is. We’re trying to obviously change that paradigm, but still, I mean, we’ve seen cases where it’s like 20% new 30. Yeah. No.
00:23:14:05 – 00:23:20:19
John
So but then ask for new customer and now I’m missing it. What do I have 1514. Yeah. Out of 131.
00:23:20:21 – 00:23:22:02
Ralph
That’s a massive improvement.
00:23:22:06 – 00:23:37:04
John
And it’s every single time it’s a massive improve. 175 148 I got it. My 27 off I do. 175. Not bad. Now. Now I’m buying the baby at the cost with cost caps that I’m comfortable with and I get the bathwater for free.
00:23:37:06 – 00:23:39:03
Ralph
Oh sorry, a little bathwater.
00:23:39:06 – 00:23:42:20
John
Yeah. And it’s coming in at cheaper than I actually even care about.
00:23:42:22 – 00:23:59:12
Ralph
You’re giving them a sponge bath. That’s what. My birthday. I can fall on bath because she wouldn’t, like, fill up the tub with water because it was too expensive. A little too much information about my childhood here. Anyway. So let me ask you this. All right, so there’s two different things that you’re doing here. We’re talking about varnish.
00:23:59:12 – 00:24:26:03
Ralph
Plus obviously changing. But we’re also talking about this I don’t even know what we want to call it here. We have to name everything of course. But like the copy optimization, diabolical strategy, whatever it is. So separate those two things out here like advantage pluses. Obviously this is a big deal here. Like this is huge breaking news that you know we’re going to get this into the algorithm by the way so that we rank for like advantage plus meta news.
00:24:26:05 – 00:24:42:21
Ralph
Anyway, the point is is that because there’s literally nothing there’s nothing out there on this. I sent you, like, the only video I could find last night. I’m like, hasn’t somebody else discovered this? So anyway, so separate the two pieces of news out. There’s the copy stuff and then there’s advantage plus. Yeah. How do they got it?
00:24:42:24 – 00:24:46:10
Ralph
How do they overlap. How do you keep them separate. That kind of thing.
00:24:46:13 – 00:25:01:20
John
Advantage plus now says I’m going to go after anybody I want regardless of what you say regardless of your targeting, regardless of your exclusions. I’m going to go do whatever I want, which we already know. That was a thing for a little while. That’s why you’re all are here, is to get the news before everyone else gets the news right.
00:25:01:23 – 00:25:04:04
John
So we already knew that that was a thing, but.
00:25:04:06 – 00:25:08:08
Ralph
I just realized I have the same headphones. Oh yeah, we do. Look at that Amazon.
00:25:08:11 – 00:25:10:26
John
Yeah yeah yeah, look at that twinning.
00:25:10:28 – 00:25:16:26
Ralph
Yeah yeah. Anyway, so sidebar right I.
00:25:16:28 – 00:25:18:00
John
Added more like.
00:25:18:02 – 00:25:27:09
Ralph
But oh look Penny. Well that was like oh no it’s all the same. Where am I. Oh I know.
00:25:27:11 – 00:25:51:29
John
So we have the advantage. Plus that basically says I meta do not care advertiser what you want to go after all you can tell me what to do is get a conversion. And what is that conversion. Right. And 99% of advertisers just like well a lead well a purchase they say you got it. Is it the purchase of the product that you wanted?
00:25:52:02 – 00:25:59:18
John
Maybe. Is it the purchase of the customer that you wanted? Maybe. Is it a purchase even from the person that even started in this channel of meta?
00:25:59:18 – 00:26:04:08
Ralph
Maybe it’s by standard event purchase. Exactly. Amusing, right?
00:26:04:10 – 00:26:28:09
John
So meta says excellent because I can go after purchase. You are allowing me to go after traffic that I didn’t generate from emails that maybe from a year ago, from organic traffic that you’re already paying your SEO team for, and Google traffic that you’re buying on different channels, and the influencer people that are returning to your brand from your influencer channels that you’re doing it, the rocket and the rocket.
00:26:28:09 – 00:26:30:10
John
And I mean, I can go on and on and on now.
00:26:30:17 – 00:26:36:18
Ralph
And they’ve got they invest 65 billion this year in AI. And they know exactly where you’ve been before. Let’s not forget that.
00:26:36:20 – 00:26:43:05
John
Exactly. So they’re like I will know how to sell everybody from everywhere whether you want it or not.
00:26:43:13 – 00:26:46:17
Ralph
But you told me I you want me to get a purchase.
00:26:46:20 – 00:26:49:02
John
Exactly. I was up on the back.
00:26:49:05 – 00:26:50:03
Ralph
That’s. And not only.
00:26:50:03 – 00:26:53:12
John
That, I can engage view and just view conversion those people.
00:26:53:12 – 00:26:58:05
Ralph
Right. And I don’t look good in the platform. Exactly.
00:26:58:07 – 00:27:24:13
John
Exactly. So that was the big news that came out that already was happening. We already have a saw for it which we get to next. Yep. But that’s the news that we got stuck with. So we said what lever can we pull? Okay. We can’t do targeting. We can’t do exclusions. What levers can we pull. And that’s where we came up with the idea of, well, if it’s going to be such a conversion greedy machine, how do we leverage that?
00:27:24:16 – 00:27:29:29
John
Rather than fight against it, stop it. Because I’m not going up against Mark Zuckerberg, I will lose.
00:27:30:01 – 00:27:30:19
Ralph
Yeah.
00:27:30:21 – 00:27:31:24
John
But if I can.
00:27:31:26 – 00:27:36:09
Ralph
You don’t have 60,000,000,000 in 2025, right? In your own AI platform.
00:27:36:11 – 00:27:40:04
John
I started it in video. No one’s like.
00:27:40:06 – 00:27:44:17
Ralph
Nobody’s buy my damn GP use. I call it face magazine.
00:27:44:17 – 00:27:46:06
John
It’s kind of like Facebook.
00:27:46:08 – 00:27:50:19
Ralph
It’s better. Less pages, more compact, summarize or friendly.
00:27:50:19 – 00:28:07:05
John
Softer. Yeah. So we then said, okay, what levers can we pull. And that’s where we came up with this here. And I’m sharing screen here. So when now that I’m looking at these these probably seem really purchase joint. Now we’ll talk about that for a second. So this is now the levers we get to pull.
00:28:07:05 – 00:28:10:07
Ralph
You’re selling joints and I know right. That’s fabulous.
00:28:10:13 – 00:28:12:29
John
You can’t tell us drugs are body parts. How messed up is John.
00:28:13:05 – 00:28:15:04
Ralph
That’s great.
00:28:15:07 – 00:28:19:04
John
So now this is the lever that we get to pull is okay fine.
00:28:19:06 – 00:28:23:15
Ralph
And those are MQ scores I am assuming here because I didn’t use.
00:28:23:15 – 00:28:25:11
John
So we’ll go through these. It’s not.
00:28:25:14 – 00:28:30:23
Ralph
Perfect. A perfect match rate for MQ is ten. Obviously nines and eights are fabulous.
00:28:30:28 – 00:28:34:08
John
Is better than anything. Great. I got in all 12 years of my school.
00:28:34:11 – 00:28:43:26
Ralph
I wish my report card looked like I’m right in elementary school. I’ll be able to read better. Yeah, I do the maths a little bit, but.
00:28:43:26 – 00:28:46:26
John
I didn’t take up my socks, fly on a cow past and I run out of things.
00:28:47:00 – 00:28:50:05
Ralph
That’s right. So are talking about mask. Yeah.
00:28:50:08 – 00:29:09:25
John
All right. So this is our answer to this is okay fine. If you are going to be so good at getting conversions, what if I only allow you to be good at the conversions? I want? That was our answer. That was the lever we can still pull and thank God copies around. Otherwise we would be in a world of hurt conversions.
00:29:09:25 – 00:29:11:27
Ralph
API for those of you that don’t know what that is.
00:29:12:03 – 00:29:38:12
John
That means we get to import the conversions from our own data. We essentially remove the pixels capability of feeding itself. The conversion, and now we feed the pixel the data we want the pixel to optimize for. We’re back in control now. Yep. So fine. You want to go after existing website traffic. New customers okay fine. But you can only do it if a the click is actually coming from your campaign.
00:29:38:13 – 00:29:59:23
John
If you get a second click, which means if a first click gets Google and a second click as meta, you do not get to take credit for it. Now, if you sell the wrong product in that campaign before trying to sell a water bottle and you sell a shoe, you now do not get credit for it. If you sell a returning customer of one of ours, you’d no longer get to take credit for it.
00:30:00:19 – 00:30:09:08
John
Or if you’re selling a new customer in a returning customer campaign, you now again no longer get to take credit for it. So now we’re limiting what the.
00:30:09:08 – 00:30:20:07
Ralph
Gap narrowing the focus of the campaign and of that cut in this case really custom conversion at the end of the day. Or do you call it a custom event.
00:30:20:10 – 00:30:21:05
John
Yeah. Custom built.
00:30:21:08 – 00:30:21:26
Ralph
Custom event.
00:30:21:26 – 00:30:50:19
John
Okay. Yeah I’ve just been calling them like Capi imports. But yeah, custom event is kind of what they’re called. So now what we’re looking at here and we say okay that’s great for new customer acquisition. But what if we want to sell upsells. What if we want to have a sale to only existing customers? What if, you know, there’s a lot of these what ifs so that we decided, okay, we’re going to make a few different of these custom events as conversion API imports coming from first plug data from data suites, warehouse data warehouse because that is very clean data cleaner than anybody else’s data essentially usher matter, which they don’t even tell you that
00:30:50:19 – 00:31:14:06
John
data. But now we say, okay, I’m going to have a campaign going after people are buying my digestive product for the first time. So that is the NC. This is the new customer hate campaign. You’re now allowed to go after digestive products, new customers. Here’s my creative. Here is my landing page. You’re only going to pat yourself on the back.
00:31:14:06 – 00:31:31:14
John
If you can provide me a score that I deem to be good, not you deemed to be good. Now the other campaign, though, to people who are actually already an existing customer, I want to run a sale to those people of a buy one, get one. So this is going to be optimizing for my digest of of returning customers.
00:31:31:19 – 00:32:03:06
John
Or maybe I’m going to be selling digestive products to people who have previously purchased a joint product or an oral care product or an immune product. So now I’m able to actually cross-sell, upsell and optimize towards it. And it has to be the product that’s actually sold in that campaign, which is massive. People have no idea. The little troll that’s lurking underneath the bridge that they’re standing on of the I’m selling pizza in my pizza campaign, but no one’s bothered to look if it’s actually selling hot dogs.
00:32:03:08 – 00:32:16:14
John
Yeah, you’re a obvs wrong. Yeah, you’re an attack target, so all your cost caps are wrong. If you haven’t verified that the product you’re trying to sell that campaign is actually selling also to new customers. You’re not marketing, you’re hoping.
00:32:16:16 – 00:32:27:24
Ralph
Isn’t this kind of old news though? I’m playing devil’s advocate again. It’s my balls, my devil hat on. Yeah, because custom events and custom conversions have been around forever. Why is this so important now?
00:32:27:26 – 00:32:49:18
John
Yes, custom events have been around for a while. However, you could still have levers that you don’t need to utilize that as an only source of truth. Your custom events typically, and this is the first time I’ve been able to see it because we sort of created it, which is that new customer only or return customer only, which is something that people have been attempting to before, but not with first click data.
00:32:49:21 – 00:32:50:07
Ralph
Right?
00:32:50:10 – 00:33:11:12
John
They were using linear data, or they’re using even old school time decay data, or they’re using full funnel data. So what’s really interesting is the secret sauce here is that the source of the upload has to be accurate to the campaign that it actually came from. Because if it’s not, you’re going to take your middle and bottom of the funnel.
00:33:11:12 – 00:33:35:23
John
Campaigns that you do not know are middle and bottom of the funnel campaigns, and you’re going to try to import a new customer there. That would be incorrect. And you’re trying to optimize for a new customer. And when you upload your linear data, it gets distributed linearly. And you’re now going to confuse yourself by saying, I didn’t think a new customer would come from that campaign.
00:33:35:23 – 00:34:00:22
John
That’s kind of remarketing. Well, yes, it’s true. It happened. You did get a new customer for remarketing. Where did they start? We didn’t upload it that way. My data doesn’t support it that way. So when you’re looking at where your actual conversions, the source of those conversions are, if you’re not tracking this with a high, high, high, high, high degree of accuracy, if you’re missing the first five days of a 30 day sales cycle, your imported data is junk.
00:34:00:25 – 00:34:09:18
John
If you’re missing the first five days of a 30 day sales cycle, that data is junk and you’re only going to hurt yourself. It’s better off just letting Google or Meta do it.
00:34:09:20 – 00:34:30:04
Ralph
Makes sense. Can we show in your meta? I don’t know if it’s in the account, but can we show specifically what we’re talking about when we talk about Advantage Plus in the manual toggle sort of screen share, just so people understand that part of it? Because my guess is that a lot of people are going to watch this video.
00:34:30:10 – 00:34:46:14
Ralph
They’re going to be fascinated by the Capi import or a custom event Capi import side. But also, what am I seeing? How is it all changing? So maybe just click through that a bit like even from all right, here we go. Right. Yeah. So all campaigns start right from the right from the jump as they say.
00:34:46:19 – 00:35:07:06
John
Right from the get go. So for this one we’re going to be doing sales because we’re selling physical products. So I’m going to choose the sales like the campaign objective. And now this is where you could do a manual setup for your manual sales campaign. This is not also available in many accounts. Now this is what the differentiation is.
00:35:07:14 – 00:35:07:25
Ralph
Yeah.
00:35:07:26 – 00:35:08:17
John
This one here.
00:35:08:17 – 00:35:14:08
Ralph
This is cool because this is going to and two weeks you might not you’re probably not going to see that manual setup part.
00:35:14:11 – 00:35:21:17
John
No. And I actually have another account I don’t want to waste too much time. I also want to see if we do want to get to some Q&A here for a moment, but I think this is.
00:35:21:25 – 00:35:27:00
Ralph
Pretty big news here. We can run. I look into the questions here, but yeah, definitely show whatever you like.
00:35:27:01 – 00:35:41:24
John
So to let me just see something here. All right. So watch this. This is a different account. Yep. Watch what happens when I hit create sales continue. It bypasses it. It is no longer there.
00:35:41:24 – 00:35:44:17
Ralph
No no longer a choice, no longer an option.
00:35:44:20 – 00:36:01:04
John
And that’s what we saw is the future. This right here it this update this is introduced gradually. You may not see it yet. So what happens here is basically saying like I have one account that still has it, but very soon you’re going to click. It is going to go, all right cool. You’re on and your Manage Plus campaign.
00:36:01:06 – 00:36:02:29
John
Well how do I turn this off.
00:36:02:29 – 00:36:05:06
Ralph
Go away I can’t ha good luck.
00:36:05:11 – 00:36:09:05
John
You are in it now. You’re stuck. You’re in. You’re done. Yeah.
00:36:09:08 – 00:36:22:19
Ralph
And if you did it before your campaign score, if you went to manual immediately. But like dropped down like 60 or something like that wasn’t it. Yeah. Yeah. Like I’ve done it. You already have a D on the exam. That’s extra credit.
00:36:22:22 – 00:36:32:18
John
It’s so funny because even like they were trying to sell you, it’s like, hey, you’re going to get 100 like quality score soon as you just use for like okay, cool. Thanks. Like, the teacher’s getting you be an A if I do it.
00:36:32:18 – 00:36:47:04
Ralph
Their way and go inside here. So this is your campaign level for those of you maybe listening or maybe not watching. So we’re inside the meta ad platform. We’re actually showing like how you how this is the future. If you don’t see this yet, this is what you’re going to be seeing.
00:36:47:06 – 00:36:53:06
John
This is rolling out. Yeah I have two different campaigns. One I can still do manual. The other one I’m no no longer able to.
00:36:53:09 – 00:36:53:19
Ralph
Yeah.
00:36:53:24 – 00:36:54:26
John
This is so that’s it.
00:36:54:28 – 00:37:01:02
Ralph
It’s gonna be a classic episode here. Oh yeah. Look at this. It’s like a collector’s item.
00:37:01:05 – 00:37:02:07
John
Limited edition.
00:37:02:10 – 00:37:06:25
Ralph
Yeah. They do something else. I,
00:37:06:27 – 00:37:24:08
John
Next month, be also an instant classic. Yeah, exactly. So now we have our campaign sales objective, which you can still control. You have a campaign spending limit, you can launch a catalog sale. We don’t have a catalog here because it’s not a product campaign. So I can’t really turn this on. Yeah. But you can kind of see evangelist on awesome.
00:37:24:10 – 00:37:30:00
John
Can I evangelist often is the budget strategy which most people actually use visual as budget anyway.
00:37:30:02 – 00:37:31:17
Ralph
Yeah. So I’m was telling you.
00:37:31:20 – 00:37:48:15
John
Yeah you can have your, you know, cost per result. You can have your high volume, you can have your bid cap. Your Roas goal is not available in this campaign. We’re not eligible for it because we don’t really do conversion value in this campaign. It’s just it’s just, you know, leads to sales. But you still have your same bidding strategy, your budget scheduling as scheduling.
00:37:48:17 – 00:37:59:12
John
You got your augments, audience segment reporting, which you can define here, but that’s Ta-Da! There’s your techno media buying all rolled into one. Now.
00:37:59:14 – 00:38:02:11
Ralph
Where’s my targeting, John? Right.
00:38:02:13 – 00:38:07:01
John
What do we target? People who like puppies, but, like, don’t worry, upload a video of a dog at the time, but.
00:38:07:04 – 00:38:10:16
Ralph
We’ll figure it out for you. Yeah, we know more than you do.
00:38:10:18 – 00:38:28:14
John
Right? And so now you’re like, okay, so here’s my asset. Asset has a little bit more more control now. So I have my asset. You see that I’m still kind of stuck with, you know, daddy telling me I’m got 100%. Thank you. That’s great. And so I have my Facebook page. My performance goal is basically so locked in.
00:38:28:14 – 00:38:42:11
John
You could do your cost cap. If you’re doing it this way that’s still available. That’s pretty much now gone with your bet with your advanced settings. It’s just here. What do you want? And do you want me to cap it for you? You got your budget with your normal spending limits, everything right here is still essentially the same.
00:38:42:14 – 00:39:07:20
John
And then audience, this is what’s really kind of interesting is the only thing that you really can do is you can control your demographic and demographic. Your. Yeah, I guess a small amount of the demographic, which is like a minimum age, and then a custom audience exclusion that is now basically used also with the managed audiences as a suggestion, this is now considered a suggestion.
00:39:07:23 – 00:39:08:29
John
Please know that you’re like.
00:39:08:29 – 00:39:09:25
Ralph
Oh, I can still.
00:39:09:25 – 00:39:27:21
John
Exclude my existing customers. No, it is a suggestion. Now that’s what it’s actually being optimized for. And you can also suggest an audience to go after if it’s optional. But meta is like, I’m not even really going to use it. I dictate by ad by be creative now. Yeah. And then you have your.
00:39:27:24 – 00:39:35:20
Ralph
If you click on that, you’re clicking on that right now. You’re not able to affect that ad suggest audience as suggestions option.
00:39:35:20 – 00:39:39:06
John
Oh yeah I can this is my options here now okay.
00:39:39:10 – 00:39:47:04
Ralph
Got it, got it got it okay. Like no interest I’m looking for if there’s any interest targeting I’m changing glasses here. But there really is nothing.
00:39:47:06 – 00:39:57:22
John
And that’s what’s interesting here is you see how I can suggest an audience. And that’s where it looks like custom audience inclusions look very similar to custom audience exclusions. They’re still all suggestions.
00:39:57:25 – 00:39:58:11
Ralph
Yeah.
00:39:58:14 – 00:40:12:18
John
It’s please don’t they say, well, unless the Roas is high and there’s your placements, which I can use advantage plus audience on your placements. This is actually a really good thing to do. Would be like, hey, I have, you know, I want to include the feed, but I don’t really want to have this. The story is kind of a boring, static image.
00:40:12:18 – 00:40:20:16
John
So that’s going to just fall on deaf ears kind of thing. But also but I mean, there’s your technical media by now in a nutshell. Like you get manual now.
00:40:20:23 – 00:40:41:19
Ralph
Going back to like the custom event sort of copy, the tactic that we’re talking about here in both of those suggestions, either inclusions or exclusions. Let’s go back to the joint product. And I know it’s not. But unfortunately very disappointing there. But anyway so like the joint like you would upload technically. Is there any advantage that you’ve seen so far?
00:40:41:19 – 00:41:09:21
Ralph
I mean, you know, this is early days, right? Just uploading your customer list for the joint product specifically. Or would you suggest, hey, I’ll upload customers from the entire catalog because it’s using it as exclusions, but it’s using it as targeting to say, what are these people look like? Because especially that in combination with the cap custom event tactic that could be potentially really powerful thoughts.
00:41:09:25 – 00:41:26:15
John
Yep. So I’ve been working with another company that reached out to me after they heard about what’s going on. I don’t want to say the name of the company, but what was interesting is he actually has a company that has a very, very, very good audience. It’s like first party data of audiences. And that company was designed to use as exclusions.
00:41:26:20 – 00:41:58:24
John
And what the mean is that you can build your whole tactical media buying strategy inside of meta, and their audiences are much higher quality, with much higher match rates. Everything. And their sole purpose of that company is to go in and basically allow you to not waste ad spend on existing customers and that kind of stuff. He’s been seeing the same thing and his data is fantastic, and that’s where he’s like, I need something like your import strategy, because if I can combine that where I can at least have a safety net of, please take my suggestion, meta, about people to not go after, and then we can copy towards who we want to go
00:41:58:24 – 00:42:00:05
John
after. We have a double whammy.
00:42:00:09 – 00:42:02:02
Ralph
It’s a double whammy, right?
00:42:02:04 – 00:42:12:05
John
So it’s not that it won’t be used. It is not dependent to be used. As meta said, it is probabilistic, not deterministic was their verbiage.
00:42:12:05 – 00:42:18:02
John
So your inclusions and exclusions are probabilistic, not deterministic, which means we can use them if we want.
00:42:18:09 – 00:42:22:26
Ralph
We’re using them the way that we want to use them to hopefully get you the result that you’re looking for.
00:42:23:00 – 00:42:23:11
John
Yeah.
00:42:23:11 – 00:42:24:23
Ralph
And if you.
00:42:24:25 – 00:42:41:22
John
Want to hear another like I had a heart attack when I was looking at an email from a little while ago. But there is a person I really like at Google. I am changing one piece in here, but it’s just to hide the person’s name because I really don’t want to get this dude in trouble. He’s been a great friend of mine.
00:42:41:24 – 00:42:44:26
Ralph
To see how honest John Moran is.
00:42:45:03 – 00:42:46:18
John
You know, I really don’t want to hurt my.
00:42:46:19 – 00:42:48:13
Ralph
Ethical just.
00:42:48:16 – 00:42:52:07
John
Exactly. So. All right, let me do this. You know what? I’m going to play a fun game.
00:42:52:09 – 00:42:55:19
Ralph
And I’m going to add the stage. We ready? Yeah.
00:42:55:22 – 00:43:15:13
John
I would like everybody here to chat okay. And I’m going to give you an option to chat. And this is just somebody to take sick essentialist my fun little company here. If you were to hop into a campaign and you grabbed the p max feed only just for fun because we’re doing all of our advertising. I’m meta, so I just got a feed only remarketing campaign.
00:43:15:16 – 00:43:32:17
John
If you hopped into here and I said to you, Ralph, people on the podcast right now, do you want to only bid for new customers? And that means your campaigns can be limited to only new customers regardless. Regardless, okay.
00:43:32:20 – 00:43:42:13
Ralph
Only regardless of your kids. I love how definitive I am. Is but boisterous? Yes. Would you think that.
00:43:42:13 – 00:43:45:27
John
This is only bidding for no customers regardless of your bidding.
00:43:45:27 – 00:43:52:17
Ralph
Strategy? Please. I would love to have I. I trust Google implicitly. I would say yes, of course. Well, I connect to.
00:43:52:17 – 00:44:03:07
John
One of the p max product experts this week around your concerned about the accurately optimized specifically to new customers, Google’s new customer acquisition optimization versus strict exclusions. Google’s NCAA goal, even.
00:44:03:07 – 00:44:06:15
Ralph
When use is an optimization strategy, not.
00:44:06:17 – 00:44:13:01
John
A strict only show as new customer switch. I’m sorry. So now the algorithm aims to.
00:44:13:01 – 00:44:15:08
Ralph
Find users it believes.
00:44:15:08 – 00:44:31:11
John
Are new customers basis based on Google’s data, things like search history and purchase activity. Again, however probabilistic, not deterministic. I love that, I’m sorry only. Regardless, those are pretty strong words for.
00:44:31:14 – 00:44:42:22
Ralph
Maybe they might be new. It gives us a lot, you know, a lot of leverage here, a lot of latitude. I suppose, to get whoever the hell we want to make ourselves. Look, at the end of the day.
00:44:42:24 – 00:44:48:09
John
Majority of things that we’ve been told by these platforms is a lie. We figured that out with data.
00:44:48:11 – 00:44:49:00
Ralph
Yeah.
00:44:49:03 – 00:45:07:01
John
Now we have action. So, yeah, I wanted to just call out the third party attributions of the world. And the reason why I want to call them out is because this is what I’ve been dealing with for years, is we know the paid media campaigns are messing up yet. Well, hi Ross, we get reports, whatever it is, they come in and say you’re paid me.
00:45:07:01 – 00:45:14:22
John
Your campaigns are messing up. I know, what we’re supports here today is now the fix.
00:45:15:22 – 00:45:23:00
John
Because we can have a report, tell us. Hey, it’s going against warm traffic. You’re like, what do I do about it? Be like, oh, I must tell you, it’s going against warm traffic. Okay, excellent.
00:45:23:25 – 00:45:41:07
John
No matter. Just came in and said, hahahahahahahaha. It’s stuck like that way permanently. Okay. So now what happens to the third party attribution software companies? Well, they can tell you that it’s going to do whatever it wants. Now, what do you do? How do you stop it?
00:45:41:13 – 00:46:08:26
Ralph
That depends on the the veracity of the data itself. And it depends on the individual platform, what the third party attribution software is do, depending on the veracity meaning the truth of those of those individual platforms. How truthful actually is it by platform? How is your media mix actually working together to get to your end goal? And that varies greatly based upon platform.
00:46:08:29 – 00:46:38:18
Ralph
However, in platform with a big pain in the ass is is that you have to go outside of the platform to determine some of the steps that you want to take in platform and what we’re doing here with this solution. The Capi custom Event solution is you actually have both all in one inside the platform itself. How that will work with this new advantage, plus how truthful this is actually going to be, that you can pump all your creative in with all your ad copy and they’ll just figure it out.
00:46:38:20 – 00:46:43:07
Ralph
The founder story is going to be at the top, and the reminder add to cart is going to be at the bottom.
00:46:43:12 – 00:46:46:11
John
In your shopping campaign or DBA or whatever we call MDP.
00:46:46:14 – 00:46:47:29
Ralph
GPAs or whatever.
00:46:48:02 – 00:46:48:24
John
Form.
00:46:48:26 – 00:47:13:00
Ralph
100%. So we’re putting our face back into that. But still, the fact remains, it’s like, how does all of your media work together? And I’m also including like your SMS, your email, like you and your SEO, some of your other platforms, your taboola campaigns. If you want to do that, how do they all work together to look at your grand total, your mirror, your blended mirror like your blended row as your mirror top line?
00:47:13:00 – 00:47:25:21
Ralph
How is that moving your business forward and a trajectory that’s profitable, that still remains in the third party attribution softwares. But the truth in those platforms varies greatly from one to the next, as you and I know.
00:47:25:23 – 00:47:46:16
John
Well, if you’re not doing an import, then and Melissa’s had made you 12 sales and then we happen to data suites is actually made for sales. Then it’s like that helps. But how do I fix this. What physical activity can I do. And that’s do these imports of actually for meta, for Google, for everything that we’ve been importing and pushing it the right way is now now we actually have a solve.
00:47:46:16 – 00:48:00:24
John
And so now what do happen to data services. Hey it’s messing up like okay copy import will fix this year. Now I don’t care what the third, but I don’t care what the platform data says. Obviously the copy imports are accurate but now is going colder. Is is selling the right product? Is it engaging the right new customers?
00:48:01:00 – 00:48:16:24
John
Are they overlapping at all with other campaigns or other channels. So you still have that third party attribution software that will tell you if it’s going good or bad, but now you can actually do something. Before it was like beta strategy, dogpile strategy like this seems to be going to let’s get rid of p max. Maybe this brings p max back.
00:48:16:26 – 00:48:33:17
Ralph
You know what I love about this is that this might be getting a little bit too in the weeds, but I don’t care. The people on this call us here. Smart is that this now goes from a global ancak to a product space and because your end cost per product varies greatly. So I just did a demonstration on this.
00:48:33:17 – 00:48:53:25
Ralph
Like where on the beauty wellness space. We do a fabulous job by the way. Tier 11 beauty.com is the new URL over there. Anyway, the point is, is we have multiple customers and one in particular. So a basket of products, about six different products. Their gross profitability varies from 70% down to 40%. Based upon the individual product.
00:48:53:25 – 00:49:18:26
Ralph
The global Ncac for that basket is X, but if you’re selling it individually, product A at a 70% gross profit, you should not have the same Ncac as product B with a 40% gross profit. It just doesn’t make sense. So that’s why all of this getting specific to the actual action for the actual product is groundbreaking, right?
00:49:18:26 – 00:49:27:17
John
Yeah. Because if you were going to cost cap half your existing customers, two and half your new on products, that it gets to decide what to sell. Yeah. What target do you set?
00:49:27:23 – 00:49:28:10
Ralph
Well, yeah.
00:49:28:10 – 00:49:31:11
John
I hope it doesn’t go over 50 I don’t know
00:49:31:14 – 00:49:49:07
Ralph
Like why would you cost cap something that you have greater profitability? How would you know that you can afford to acquire that customer right. A greater price, like all things being equal, them having the same price, everything else. But the point is, it’s like, why would you do that? This starts giving you more granularity and more control inside.
00:49:49:09 – 00:49:51:07
Ralph
That’s why first time it’s a.
00:49:51:09 – 00:50:08:06
John
Much safer scale. Like that’s what we put it from $25,000 to over $1 million and spent our cost of acquired first time customer went down 9%. However, it was selling any product gigabyte. So my cost cap was actually incorrect. I was happy to get a new customer for under $200 now. So good.
00:50:08:06 – 00:50:10:11
Ralph
Though. Don’t get it wrong. That’s pretty good.
00:50:10:14 – 00:50:29:12
John
Now we had six SKUs and we only marketed two. Yeah. What happens if you have 6000 SKUs? Yeah. What do you do? You’re back to square one now. So that’s where those per purchase or sorry per product new and returning customers, you do get to have the visualization and optimize towards it inside of your one platform. And then you do have data.
00:50:29:12 – 00:50:31:25
John
So we now to say here’s how all this would work together for your top line.
00:50:32:02 – 00:50:35:21
Ralph
Yes, it’s still there’s still value there 100%. However.
00:50:35:23 – 00:50:44:11
John
I’m not saying the data suites not I’m saying it’s so accurate at telling you how bad everything is. But you could stop it. Yeah, mean is taking that control away from you until now.
00:50:44:19 – 00:50:57:08
Ralph
So I know we’ve got questions here, which I really want to get to, but this is this is kind of an exciting thing that we’ve got to make. It’s a big deal. So I mean, you and I have been doing this for a while. We’ve seen a lot of changes here. My guess is that Meta Rolls is out.
00:50:57:08 – 00:51:04:10
Ralph
They’re not going to roll it back like this is it like they would roll out changes? I can think of five off the top of my head that they rolled back because.
00:51:04:10 – 00:51:05:27
John
I was 14 happened.
00:51:05:29 – 00:51:26:04
Ralph
Because I was like, gloves are off. Like they don’t care. Now, the point is, is that I’ll bet the future strategy here almost goes back to a lot of the things that we were doing 7 or 8 years ago with the angularity in your campaigns, where if you can target, you create one advantage plus campaign for one specific product and one specific custom event.
00:51:26:11 – 00:51:30:14
Ralph
And it targets that based upon all the creative that’s geared towards that particular product.
00:51:30:19 – 00:51:34:12
John
I almost could have paid you before this coming up like that. I do want to share this.
00:51:34:12 – 00:51:37:22
Ralph
Oh, don’t you just love it? I know it comes together.
00:51:37:22 – 00:51:40:05
John
I think we’ll probably have to get to questions next time, because this.
00:51:40:05 – 00:51:40:21
Ralph
I know.
00:51:40:23 – 00:52:04:23
John
Supremely valuable to everybody. Just as an example, because the ad sets in, the campaigns are duping by conversion event locked in with opportunities. Now creative testing is actually amazing and I truly mean amazing. If we’re looking at a creative testing here on On Person’s Moon and then we have what we’re having a new campaign right now is using this one here as we’re testing this.
00:52:04:25 – 00:52:19:22
John
But if you have a purchase a moon and a purchase a moon, these two campaigns now, no longer share the same physical person, but they are sharing the same physical audience. Very important distinction.
00:52:19:24 – 00:52:22:17
Ralph
That’s killer. So yeah. What you’re saying.
00:52:22:17 – 00:52:29:06
John
So yep Ralph and John both like tennis. But Ralph’s got that campaign. John’s got that campaign right.
00:52:29:06 – 00:52:32:11
Ralph
We both like golf I’ve got a hook. You’ve got a slice.
00:52:32:13 – 00:52:33:24
John
Exactly. So now what’s.
00:52:33:24 – 00:52:35:10
Ralph
Interesting the print ads are shown to.
00:52:35:10 – 00:52:55:02
John
Us. And so what’s cool about this though is now my purchase a moon that has ten people. And this purchase a moon that maybe having 30 people because I spent two grand versus six grand. Yeah, I have the same audience. But this goes back to like email marketing testing, which means I’m going to take one third of my ad spend, do creative testing on this.
00:52:55:06 – 00:53:14:10
John
When it’s good, it stays there. But now these are added to my larger campaign that spends more. Yeah, same audience, different people. So if it works good with a small one, it’s almost like testing your ad headline before a massive blast. You’re like, oh, I have 10,000 people. Take the first 100. Try that headline, take that first, second, try that headline.
00:53:14:14 – 00:53:28:18
John
Which one wins? Blasting to 10,000. That’s what I get to do is we have 10,000 people in our purchase immune audience that meta is going after. We said, okay, there’s 10,000 people. Give me 1000. I’m going to do some creative testing while it works. Released to the masses.
00:53:28:21 – 00:53:48:28
Ralph
Now what you could do is create another one, test another hook and then see at the same audience you might have maybe some overlap there. I mean let’s not kid ourselves because sometimes I hook it to as a slicer. I mean, I don’t know why I’m using a golf analogy because I know you don’t play sports. But anyway, though I know you’re.
00:53:49:00 – 00:53:51:22
John
Great at driving Rangers, I could hit that thing 300 yards.
00:53:51:25 – 00:54:08:08
Ralph
What direction is I know you, I know highways flying everywhere. Car windshields. Yep. Well, we got three minutes left. I mean, I know we’re kind of excited about this change here and a lot of things that are happening. Do
