In Episode 52, and over the next several weeks, the experts will break down amazing data from surveys conducted by Dominate Web Media that will help marketers overcome some of Facebook’s biggest challenges and frustrations.
The Perpetual Traffic team has analyzed 687 surveys and split the data into three segments with tactics that will help marketers drive more sales and traffic from their Facebook campaigns, whether the marketer is new to Facebook advertising, or spending $50 or more a day.
IN THIS EPISODE YOU’LL LEARN:
- How you can conduct a survey even if you don’t have a mailing list (« And how you can then monetize that survey).
- A free resource that can help you come up with ad copy and good hooks for your offers.
- The fastest way to gain momentum with Facebook advertising using Facebook’s “easy button.” (« This is an effective strategy for those just getting started on the Facebook platform.)
- How to approach scaling your campaign when you’re spending $10-$30 a day on Facebook.
- How to scale horizontally and how often to increase your Facebook ad budget when you’re spending $50+ a day in Ads Manager.
LINKS AND RESOURCES MENTIONED IN THIS EPISODE:
TagCrowd
Episode 01: The Future of Paid Traffic
Episode 02: Acquiring Customers One Pixel At A Time
Episode 29: Tell Your Brand Story With These 4 Ad Types (…While Still Generating Sales)
Episode 30: Ad Targeting: A B2B & B2C Case Study
Episode 31: 3 Elements of a Successful Video Ad
Episode 32: 5-Step Facebook Video Ad Creation Process
Episode 34: 14 Elements of Persuasive Ad Copy
Episode 43: Ryan Deiss Shares 4 Steps to Crafting and Optimizing the Perfect Offer
Episode 45: 5 Proven Facebook Offers that Convert
Episode 49: Boosted Posts: Microtargeting and Other Advanced Uses of Facebook’s “Easy Button”
Episode 52 Transcript (swipe the PDF version here):
| Keith Krance: | Hello, and welcome back to Perpetual Traffic, Episode 52 and guess what? We got all three of us back, missed you guys.
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| Ralph Burns: | The band is back together.
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| Keith Krance: | Band is back.
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| Molly Pittman: | The band is back.
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| Keith Krance: | We’re all giddy trying to get started.
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| Molly Pittman: | It’s better that way.
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| Keith Krance: | Yeah, yeah, I know it’s fun. We’re like, “I miss you guys.” It’s been two weeks.
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| Ralph Burns: | I know. I miss you guys.
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| Molly Pittman: | Group hug.
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| Keith Krance: | Group virtual hug. Feel free to join in if you’re listening. Just wrap your arms around us, send us the energy. We’ll send it back to you.
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| Molly Pittman: | Perpetual Traffic group hug.
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| Keith Krance: | Yeah baby, Perpetual Traffic group hug. Hopefully, you enjoyed the last few episodes, Jennifer Sheahan talking about strategies with the White House, as well as local business, Frank Kern talking about Facebook Live on our 50th episode, lots of great stuff. Today, I’m excited because next week we have Ryan Levesque coming on. Ryan Levesque is the creator of the ASK Method, A-S-K. He’s got a bestselling book of how to use quizzes and surveys to really find out what people want. I’ve been following Ryan and going through his stuff for a couple of years now.
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| In order for us to figure out really what our audience wants, what you want when it comes to products, trainings, services, we’ve surveyed our list. I’ve done it a few times over the last couple years. We’re going to go through the results because it’s pretty interesting how we are analyzing the data between people depending on the level of experience or level of ad spend that you might be spending.
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| For example, some of the questions that we asked in the survey were what’s your number one, single biggest challenge or frustration with using Facebook to drive traffic and sales right now? Please be as specific and detailed as possible. Please go beyond saying, “Too confused,” or, “Too expensive.” The more specific and detailed you are, the more likely I’ll be able to cover your topic.
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| I got that language directly from Ryan by the way. Thanks for that. I also asked a few questions like what topics or features would you like to learn most about in the next ninety days, what type of business are you in, level of ad spend, industry, lots of really, really, really good data, revenue. What’s the biggest reason why you want to use Facebook to grow your business?
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| We got some amazing data. What we’ve done is we’ve actually taken the data and analyzed it and also divvied it up into pockets, into segments, three different segments specifically. We’re going to be doing a series of episodes over the next several weeks where we’re going to be going deep into these different segments. For example, if you’re spending zero to ten dollars a day, so if you’re just getting started with Facebook ads, you’ve either never started with Facebook or you’re just getting started or you’ve started a little bit but haven’t had success.
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| We’ve got a lot of data on that. What you want and what you’re frustrations are. We’re going to be going deep into that, ten to twenty-five dollars a day and then there’s a fifty dollars and up segment. We also have data on people spending five hundred dollars a day and up. Today we’re going to go through the survey results, the summary of those, and give you guys some great tips depending on what segment you fall into. Then over the next several weeks, we’re actually going to be dedicating individual episodes to each different segment.
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| For example, if we had to start over and we had a zero to, say, ten dollars a day budget, what would I do? What would Molly do? What would Ralph do for his campaigns? We’re pretty stoked about it. Today, though, let’s get into it. First of all, one of the questions is, what’s your biggest frustration with Facebook advertising? One of the responses that we saw is there anything about Facebook that’s not challenging or frustrating?
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| Ralph Burns: | We feel your pain.
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| Molly Pittman: | Absolutely, I giggled when I read that.
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| Ralph Burns: | Everyday.
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| Keith Krance: | We definitely feel your pain. That’s why we’re here for you to try to clear this stuff for you as much as possible and keep you guys updated on the changes and updates with Facebook. Some general statistics for us so far and by the way, if you’re wondering I don’t have a list how do I do a survey? The first time I did a survey, I didn’t have a list. Guess what I did. Any guesses out there?
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| Ralph Burns: | Facebook ads?
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| Keith Krance: | I ran Facebook ads to my survey. Then on the thank you page I had a, “Thanks for taking that survey. By the way, I’ve got a webinar coming up where I’m going to be going over a training on the most requested topic in my survey. Register here.” I was able to actually monetize that traffic, learn what people want. There’s always a way to get this data if you’re wondering I don’t have an asset.
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| Molly Pittman: | By the way as Keith goes through these questions, it’s interesting because really, just hearing the results and what people have said in response to Keith, it’s a great way to number one, realize you’re not alone, and that other people have the same issues that you do. Even when I was reading through this I was like, “Yes, there are other people out there that are thinking the same thing that I am.” That’s the cool part about going through these questions. We’re also going to give you advice and tips, like he said. Thanks to everybody who filled this out also over at Dominate Web Media.
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| Keith Krance: | Very, very cool. I was trying to grab a word count. There’s just thousands and thousands of words in this. We have some very, very long, detailed answers, so great stuff. Thank you if you were one of those people that filled out the survey. Basically, about fifty-five percent of people are their own business owner. They sell their own product and services. They’re a business owner and maybe a small business, medium-size business.
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| Thirty percent of people are consultants, so you have clients. Maybe you’re an agency or consultant. Then, ten percent of people are a business owner as well as an employee of another company. Maybe you’re trying to make that transition from being an employee to owning your own business. Then only three and a half percent in this surveys were people who were just purely an employee.
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| Also if you’ve done a survey or are doing one, one quick little tip is a great free tool called TagCrowd. You can go to TagCrowd.com. You can just copy and paste it in there and they’ll create a word cloud for you, which is really, really cool. A great way to help you come up with good ad copy or hooks for your offers that we talk a lot about on this podcast. First of all, let’s talk about people that are spending that kind of zero to ten dollars a day on average or haven’t gotten started yet.
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| What we found is that one of the biggest things that people want, they want to know where to start. They want to know where to start, so people are looking for getting help and they want to figure out a way to get people to buy, get people to click, get people to engage on Facebook, like I said, where to start, steps. What I’d like to recommend here is first of all, go back to Episode 49 with Dennis Yu. The fastest way to get momentum with Facebook, if you’re just getting started, is to boost a post.
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| Dennis Yu: | The Boost a Post is the big easy button. You click the blue button. You can select an audience, which is key. We’ll talk about saved audiences and how you set that up properly so you have a menu of things that you can continue to reuse. Then, you just say, “Look, I want to spend ten bucks over ten days.” Then, you just let it go and it does its thing.
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| Keith Krance: | When it comes to long-term success with buying paid traffic, in order to get to the point where you’re scaling out and you’re doing all this split testing and finding all these crazy ninja target audiences like everybody wants to do and retargeting and stuff, you first have to get momentum. You got to get little victories. Ryan Deiss talks about this a lot, small wins, small victories.
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| I think it’s more important than ever to do that. A great thing about Facebook is you can use Facebook’s Easy button. If you haven’t listened to Episode 49 or if you’ve only listened to it once, I recommend going back and listening to that one again with Dennis Yu. He’s got those Facebook ads for the Golden State Warriors, Jack Daniels, Rosetta Stone.
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| He used tons of examples with local businesses, how to get traffic for restaurants and stuff like that. Really, we’ve found that getting momentum is the key, right Ralph? You got to get momentum. Then what that does is it inspires you to go to the next level. It also gives you data, feedback because you can go and look at your stats, right?
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| Ralph Burns: | Yeah, motion creates emotion here. If you just start with a small budget, like ten, twenty dollars a day, just actually doing it, gets that momentum going. I think that is actually a Tony Robbins’ saying, but a motion does create emotion because you feel like you’re making progress and you can’t get frustrated in those first ten to a hundred dollars, but you do have to allocation some money to this whole thing.
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| We see this a lot. People are just really afraid to lose money. Just set that hundred dollars or two hundred dollars or whatever your budget is aside and say, “I might lose this whole thing, but I’m going to learn.” That’s part of your training. That’s part of your education. It’s part of your Facebook diploma is to invest in yourself and just get started, get doing it. I think the Dennis Yu episode is a great place for anybody who is brand new to start because it is so easy.
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| Molly Pittman: | Ralph, that’s such a good point, too. When you’re just getting started a lot of people, they expect to immediately ROI on ad spend. Unfortunately, when you’re just getting started, it is going to take a little bit of money or a lot of bit of money depending on what you’re doing to really test and figure out where your audience is hiding. What language do they respond to? What interest you should target, what types of campaigns you should use.
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| We’re not here to sell the dream of let’s start Facebook advertising tomorrow and you’re immediately going to ROI. That’s just not the case, but if you are willing to spend a little bit of money upfront to do some testing and by testing I don’t just mean testing this image versus that image. That’s not going to have that much of an effect on your business.
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| By testing, especially initially, what we mean is really testing to see where your audience is, and what offers they’re going to respond to and what types of campaigns you should use. As you become more advanced and you really go to optimizing your campaigns, that’s when we can worry about slight tweaks to copy or testing different images. Boosting posts is a great way to get that initial data.
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| Keith Krance: | Exactly and one of the things that we found is one of the common things that people wanted were there was a lot of people in this range of the zero to ten dollars a day that wanted to learn about retargeting. We were surprised on how few people wanted to learn how to master the Power Editor or ad copy tips, or creating images. That right there alone, tells me if you’re listening to this show, then you want to try to shift what is important to you right now.
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| What’s really important is just one, getting momentum. We just talked about that, but like Molly said, it’s figuring out your offer and figuring out where your market is hiding and then just getting in. What we teach is start boosting posts and then get into the Power Editor. If you have to create a light campaign, create a light campaign, but get in there.
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| Molly Pittman: | Yeah, get in front of these people, too. That’s so important. We talk a lot about branding and direct response. The branding aspect is just being there and giving value. Even if the ad isn’t perfect, simply running ads to that audience is going to create that brand awareness and that brand lift.
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| Retargeting and everything after the fact is super sexy and things that people ask me all the time. How do I set up automated retargeting and all of this stuff that sounds really exciting, but if you don’t have the really heart and soul of your Facebook advertising set up in terms of knowing where your audience is and putting the right messaging in front of them. All of the retargeting in the world isn’t going to help because you’ve skipped steps one through ten.
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| Ralph Burns: | Totally and this is interesting because for every new customer we take on, we start exactly where you guys are if you’re brand new. In essence, when we take over a customer account there might be some data to back that up. We start from scratch, learning the avatar, learning the products. Sometimes, it takes us two, three, four weeks just to understand the product fully, then from that, starting to test the basic stuff. Like Molly said, don’t worry about the retargeting quite yet.
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| Just get your message dialed in. Get your offer dialed in. Get your audiences. Get started, but then once you invest that money, expect to lose some money at first like money that you’re not going to be making back, but like I said, it’s part of your education of Facebook Ads University or Facebook ads to get your diploma, so to speak, or your certification or whatever it happens to be. The biggest thing is that you learn from that.
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| What decisions are you going to make based upon that first couple hundred dollars of ad spend that maybe you won’t do anymore? You realize that that doesn’t work. Now, you have to move on to the next thing. That’s exactly what we do. We do it at a very large scale, oftentimes, when we start up with a customer. We’re starting from scratch each and every time. We focus on the basics. We don’t worry about the retargeting the first week or so. We focus on message, targeting, ad copy creatives, real basic stuff and then move from there.
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| Molly Pittman: | Ralph, all of those things are important. I want to add one more thing. When we talk about the offer, making sure you have the right offer, we don’t even really mean making sure that you have a product or a service that someone wants. We assume that you do have a product or a service that someone wants. You’ve already proven that and now you want to use paid advertising to get that product or service in front of more people.
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| What we’re really talking about is the Customer Journey through paid advertising. A lot of what we talk about on episodes one and two really figuring out what is the first thing I’m going to show this audience? What’s the second thing I’m going to show them? What’s the third thing? When am I going to make the sale? What does that Customer Journey look like?
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| What pieces of content do I have to use on the front to really introduce myself to the market? What’s an entry-point offer that I can then make? Then how can I retarget to actually get them to buy? When we talk about your offer, we’re really talking about the Customer Journey that you’re going to use with Facebook ads. That’s very, very, very important.
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| Keith Krance: | It’s that hook. It’s the reason why they’re clicking on your ad.
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| Molly Pittman: | When are you going to show them what, right?
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| Keith Krance: | Yes.
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| Molly Pittman: | Just figuring out that process and realizing you can’t just run all of your ads directly to a sales page for your product or service. You have to have a Customer Journey. That entire Customer Journey can happen through Facebook ads, but you really just need to take time to sit down and plan it out.
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| Keith Krance: | Exactly and back to the zero to ten people, if you’re brand new, just starting out, you haven’t had much success, look at that. Like Ralph and Molly said it’s money that you might spend, but you’re getting data. It’s an investment. When I say, “Investment,” you’re investing in learning from your audience, but you’re also building that brand awareness all along the way. That’s why I just did a Facebook Live first time. I knew it wasn’t going to be that great.
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| I knew we’d totally screw it up, but I figured I got to do it live and do it live and do the mistakes. We tested it a little bit, but it’s hard to test stuff when you’re just testing it. We did it live and we had all kinds of hiccups. Honestly, there was all kinds of glitches, but I am stoked now because I know from here on out I got it dialed in.
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| We figured it out. We’re going to have a great show. Then we’ll get a lot better on the second one. Then the third one will be even better. If I wouldn’t have started and just said, “Hey, ready, fire, aim,” then guess what. I wouldn’t be able to make my second one even better. That’s how you should look at Facebook.
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| Ralph Burns: | Success is a very bad teacher. You learn way more from failure than you do from success. I tell my kids that all the time because they hate, “Oh, I don’t want to fail.” Well, that’s how you learn is by failing. We do it all the time, too. Molly, have you made mistakes in the Facebook ads platform in the last couple of weeks? Maybe not you, but we have.
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| Molly Pittman: | No, absolutely, if I’m not making mistakes, then I am not pushing the envelope enough, right?
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| Ralph Burns: | Absolutely.
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| Molly Pittman: | I am not trying enough new things.
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| Ralph Burns: | So true, you got to keep that mindset. It’s like anything else. This is not a personal development podcast by any stretch, but it really is because this can get really frustrating especially the platform itself. That quote that Keith opened the show with is so true. There are so many things that are frustrating about this platform, but when it works, it really, really works because it’s the best platform there is for paid ads anywhere, in my opinion.
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| Keith Krance: | And advertising in general, in my opinion, too.
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| Ralph Burns: | You got it, absolutely.
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| Keith Krance: | Let’s move to the next one.
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| Molly Pittman: | These are for people who said they were spending ten to thirty dollars a day, right?
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| Keith Krance: | Yeah, exactly one survey it was zero to ten dollars. One was to ten to thirty, so ten to thirty is really the segment here. What we’ve found is this is where people have had some success. The questions started getting a little bit more sophisticated. They want more sales. A lot of people were trying to scale, but have had issues, not sure how to fix it. This was one of the biggest frustrations. How do I scale my campaigns? If you’re listening right now, have you ever had this frustration?
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| You’re trying to scale. You increase budget and your conversion costs go through the roof. Your cost per lead goes from four dollars to eight dollars or twelve dollars as soon as you raise budget. It’s one of the most common frustrations in Facebook. Of course, we’ve done a lot of examples, case studies, on this podcast, but Ralph, if you guys could touch on what I like to call situational scaling, if you’re somebody at ten to thirty dollars a day, what would you do to scale your campaigns? Especially right now, there’s been a lot of changes with the algorithms.
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| Ralph Burns: | They’re constantly moving the goalposts, really, as far as this sort of stuff goes, which is really frustrating because it makes it tough to give a specific answer here. I think the situational scaling label is a really good one because it does depend because that’s one of the bigger questions that we get from this group of folks, who maybe are not just starting out but are getting some success and like, “Yeah. I can see it. I can feel it. I know it’s there. I just need a little bit more refinement.” I totally get it for this group. Scaling at this point, you’ve gotten some success. How do you do it?
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| Keith Krance: | It’s the same thing, the issue with zero to ten dollars a day, right? People are asking questions. They think they need to know retargeting and all these super advanced things like how to scale when they haven’t figured out how to craft their offer. Just to help you, I would recommend first thing first, get your offer and your messaging dialed in. If you do that, it’s going to be so much easier to scale.
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| Your relevant scores are going to be higher. It’s going to be way easier. Facebook will give you more impressions, reward you. You’ll be able to do what Ralph is about to talk about so much easier. We’re going to give you some references. Number one, you can go back and relisten to Episode 43 with Ryan Deiss talking about four steps to crafting a perfect offer.
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| Ryan Deiss: | I’ll guarantee you, you don’t have to be the most amazing copywriter in the world. You just have to put yourself in the shoes of your customer and think what do they want, where do they want to be, how does my product or service get them there and then speak to that.
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| Keith Krance: | Then, Episode 45 is where Ralph and I talk about five proven offers that work on Facebook. That’s when you’re trying to take people straight from Facebook to get a conversion. We talk about the different offers. If you’re trying to do that, then what kind of ad would work best in order to do that? The next one, I would say, if you want to figure out your messaging, I think messaging is the most important key into scaling. When we have a client that has their messaging dialed in, it makes it so much easier.
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| Episode 29 is called “Tell Your Brand Story with These 4 Ad Types (…While Still Generating Sales).” Then Episode 34 is “14 Elements of Persuasive Ad Copy.” That can really help you dial in the perfect message. If you’re going to be doing video ads, you can also go to Episodes 31 and 32. Hey, we’re going to have all of these listed out in the Show Notes for you. You can go to DigitalMarketer.com/podcast and get this list of episodes to refer back to, all right.
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| If you can’t take notes right now, don’t worry about it. Get to the Show Notes. Then once you can get your messaging right, that’s the key point. Then audience targeting, Episode 30: Ad Targeting: A B2B And B2C Case Study, a great episode. Once you have then you can think about scaling. Don’t try to scale until you can dial in your messaging. I’m telling you it’s going to be a waste of time. You’re just going to be getting good at scaling out and losing more money faster.
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| Once you do that, now you can talk about like we said situational scaling. If you’re out at $10 to $30 a day, this is where you’re probably not going to get super complex. Ralph, maybe touch on that. Then we’ll move into the people that are spending that fifty to two hundred to five hundred dollars or more a day, but we’re not going to go deep into this. Like I said, we’re going to be doing this on upcoming episodes.
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| Ralph Burns: | I think Keith is right. At $10 to $25 a day, you probably have some winning ad sets. You have some winning ads, but don’t get too greedy here because all you’ve really done is you found out what works. What you want to do is you find out more stuff, more stuff that works, seriously. If you’ve got, let’s say, five different cold audiences and one of them is doing really well, and that’s probably about the right percentage. It’s about like we always say here. It’s like if you get thirty percent, if you get thirty percent, you’re in the Hall of Fame.
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| If you get twenty percent, you’re doing pretty well. You’re in AAA. You’re batting two hundred. Take those two or those one audiences and then figure out how could I get some more audiences that are maybe like this? What’s in common with my message in my ad and my creative and that specific audience? That’s what you really want to focus on. You say, “Okay, how could I dial in my message?” Maybe I can write some different ad copy that’s maybe a variant of that, but also maybe some images.
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| Start thinking about that sort of stuff, but also take that good interest. Maybe the interest is Ryan Deiss. Pump that into, throw that into audience insights and see what other types of interests really tightly related to Ryan Deiss that are related to your offer that you can then start testing. You’re really at the testing stage here. If you want to scale at ten to twenty-five dollars a day, you’re probably putting the cart before the horse a little bit.
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| We don’t really even do that. What we do is we just figure out what’s working, what message is working. Pause the ads that don’t work and the creatives that don’t seem to be resonating and then moving on from there. Then we’ll talk more about how to scale at some higher levels of budget.
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| Molly Pittman: | Allowing that ten- to twenty-dollar-a-day budget to be really, what you’re using to collect the data to therefore, build out your bigger, more bad ass campaigns.
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| Ralph Burns: | You’re going to want to and I’ll guarantee you. If you’re getting, if you had one ad set that works, you’re going to say, at ten dollars, you’re going to like, “Oh, man, I’m going to double it to twenty,” or “I’m going to go up to a hundred. I’m going to be an internet millionaire within the week.” That’s what everybody does. That’s not going to work and Facebook doesn’t like that. I don’t care who you are. It just doesn’t work that way.
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| Don’t even concern yourself with that because you’re just going to give … What’s going to happen is you’re going to take that win that you had, let’s say that one ad set, that Ryan Deiss interest, which is your prize, your pride and joy. You’re just going to blow it because all of a sudden you’re going to get higher cost per lead, higher cost per acquisition because you got too greedy, too fast. Wait until you gather more data before you start thinking about scaling.
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| Keith Krance: | I think some people that are spending ten to twenty-five to thirty dollars a day are thinking well, that’s not my budget. I can afford to spend a hundred and two hundred dollars a day. I’m just not able to. Let’s transition from that. Let’s say they’re spending that much and their goal is to get to, say, two hundred dollars a day. What would you recommend for that? I want to touch on one of the reasons why.
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| Basically, one of the reasons why, for some reason whenever you raise budget, if you’re at ten dollars a day on an ad set and you go from ten to thirty or ten to a hundred, what happens is when you’re using the website conversions objective, what they do is they’re really, really smart. They are going out and as you generate leads or sales, every conversion that you get, that sends more data to Facebook and they get smarter and smarter. They try to put your ad in front of the best percentage of people of that audience.
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| If your audience is a million people, they’re going to try to put your ad in front of the best ten percent. The problem is people aren’t on Facebook all day long. What is it, an average of thirty, forty minutes a day or whatever? The best people of your audience are not always on Facebook. You can’t just increase budget. That’s my theory basically, why it doesn’t work. We just know from seeing it hundreds of times that you can’t just triple, quadruple your budget. It doesn’t work that way.
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| Ralph Burns: | I actually have no idea why it happens, quite honestly. I just think that Facebook doesn’t like surprises. Facebook likes you’re giving me ten dollars. That’s what I expect. All of a sudden, you’re giving me twenty dollars. That’s not what I expected. I don’t want that, so I’m going to punish you.
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| Molly Pittman: | It’s math, too, right? You’re saying I want to target an audience size of a million and I’m going to spend twenty dollars and I’m optimizing for whatever your objective is. Facebook is taking all of that into consideration and running the ad to the best of their ability.
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| When you change one of those variables too drastically, it throws everything off. They’re like, “But, but I thought we had this amount to reach this audience.” Then they start just showing the ad to a bunch of people that might not be qualified. It’s just not building the campaign and scaling the campaign to sustain the results that you want.
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| Keith Krance: | What would you guys suggest to get to a hundred or two hundred?
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| Molly Pittman: | I think it’s a mix of things. Ralph would explain it better. It’s definitely increasing the budget slowly, so maybe fifty percent increase every three to five days. Facebook is able to digest that a lot better, but also scaling horizontally, so creating new ad sets or new campaigns that target interests that are most like the ones that are converting so that you can scale to other people that are most like the ones that are working because you know that this message is resonating. You know that the audience is resonating. You can also scale by showing the ad to other people in different interests.
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| Ralph Burns: | That’s scaling, but it’s really, you’re still testing. It’s like you do answer that question that people want. Oh, I want scale, but really, you’re testing new audiences. The way that we test stuff is we don’t throw seventeen different interests or audiences into one ad set and just test that because you don’t really learn much from that. Facebook wants you to do that and then just let the “Algorithm,” I’m doing my air quotes. Let the algorithm do its work.
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| You don’t really have a whole lot of control over that. You really do want to know what specific interests and if you’ve got success in one particular ad set with one interest, like I said, all you’ve done is you figured out what works. Now, go out and figure out other stuff that works or maybe there’s stuff that you’ve been testing that didn’t work.
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| Pause that stuff, unless it’s borderline for where you want to be for your cost per lead, your cost per acquisition, whatever it happens to be. Still think about it in this way is audience, adding more audiences, like Molly is saying, is scaling, yes. If they work, it’s scaling, but you’re still testing and figuring out what really works so you can lay the foundation for higher levels of spend.
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| Keith Krance: | Exactly, just duplicating ad sets, adding new audiences to test those and that helps you scale at the same time and scale slow. Those are going to be the simple tips. There is more advanced stuff that we’ll bring on later episodes on how to really scale things out. Ralph and the team are testing some amazing stuff. Molly is as well.
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| Ralph Burns: | Yeah, baby.
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| Keith Krance: | Just some really cool stuff, so trust me. You’re going to want to stay tuned over the next few weeks. You’re also going to want to come on next week. Ryan Levesque only has some clients that are generating five to ten thousand leads a day and with paid media, Facebook specifically. He has a client that on some days getting a hundred thousand leads a day on Facebook …
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| Ralph Burns: | Sick.
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| Keith Krance: | … in a big consumer market. This all comes from using these deep-dive surveys and then adding that into some of these funnels. Sometimes, it’s very simple and not having to change your funnel or anything like that, just adding one simple thing. I’m really excited to have Ryan on. He’s crushing it with his clients. It’s going to be a good episode. Once again, get back to DigitalMarketer.com/podcast for the Show Notes so you can see the breakdown of all these different episodes that we referenced. Go back and listen to those again. I think you’ll be glad you did.
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| Your brain needs to hear stuff and more multiple times to really, let it sink it. Plus as you progress with us along this show, a lot of times when you hear an older episode it might not make a lot of sense right away, but as you get more experience and you hear more, sometimes, these older episodes that have some really good stuff in them will make a lot more sense to you. You can implement them better. It’s another reason why we love to redirect you back to older messages.
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| Molly Pittman: | Or why you should read your favorite book once every year.
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| Keith Krance: | Yeah, exactly.
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| Ralph Burns: | It’s okay for us to repeat ourselves, is that what you’re saying? That’s good because I repeat myself a lot.
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| Keith Krance: | I’ve got Audible books that I’m working on my third time. I listen to them all the time.
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| Ralph Burns: | Me too.
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| Keith Krance: | Other than that, you guys have anything else to add to this one?
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| Ralph Burns: | No, just learn.
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| Keith Krance: | Cool.
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| Ralph Burns: | Don’t be afraid of failing and getting stuff that doesn’t work. Just keep trying at it. Eventually, you’re going to master it. You just got to stick to it.
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| Keith Krance: | Yes, dial in the offer. Dial in the messaging.
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| Molly Pittman: | Ralph is our little Buddha.
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| Ralph Burns: | I’m reading my self-improvement books this week, so lots of lectures to my kids, too.
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| Molly Pittman: | Me too, if you guys can’t tell, we were pretty inspirational today.
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| Keith Krance: | We’re all excited. We’re going to go hit the gym now. All right, let’s do it.
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| Ralph Burns: | That’s right.
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| Keith Krance: | All right, until next week, talk to you soon.
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| Ralph Burns: | See you.
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