InOrbit 2018 Facebook Advertising Question & Answer Session #Best Education Page #Online Earning

okay his wife from multiple successful

websites generated leads and yep yep

then through the been through the paces

call times fired up yeah so my goal with

this time is to make myself available

for all of you and if you want to turn

the house lights up like I'm that I

don't have a presentation I'm here to

answer your specific questions I have a

strong expertise in Facebook advertising

that's what I just did my talk on here

I've stolen a bottle of wine from the

VIP section I don't drink so I just took

what would ha
ve been drunk by me in

another life and whoever asks the best

question gets the bottle of wine so one

of you is gonna walk out of here with

that I hope that's a nice bottle of wine

yeah I stole a good one

there you go and I'm not gonna choose

we're gonna let you guys choose who made

the the best question maybe he'll choose

but I'm going hands-off on that but

again my goal is to really make myself

available to ask questions because in a

lot of what you're learning here today

the question always comes back to how

does this apply to me there's no need to

come up on stage to ask your question we

have a fancy little microphone box that

can go around and I'll be honest with

you I could just gab about stuff for 30

minutes but you'll get more value if you

leverage me as a resource i've run an

SEO consultancy for years I made my

first money online in 2003 made my first

website in the 1990s so I've been at

this game on many levels for a very long

time and this is kind of my way of

giving back so it can definitely be

about paid advertising it can be about

Facebook it could be about funnels it

can be about your headline it can be

because everything is interrelated which

is something you're probably noticing

here a lot of the themes overlap with

each other but deaf

if you have questions about targeting on

Facebook I'm ready for whatever you got

so who has a question for the miles I

know somebody's got at least one

question from this there we go yeah if

you want to come on stage come on join

me yeah for sure your call Oh bring it

on come on here

there it is what's your name Seattle

yeah

nice pleasure to meet you yeah okay

you said Facebook advertising is your

expertise yeah it's very nice I'm

wondering because Facebook has a certain

way to act

you can put you can put a same ad same

everything same targeting totally

different results so Facebook is an

auction system yeah when you submit a

new advertisement you enter an auction

and the auction is ongoing so let's

imagine we had an auction and we were

auctioning off a beautiful bottle of

wine you got your entrance ticket for

the wine good call but if we were

auctioning off the wine in this room

there would be one winner right so in

facebook ads it's the same way so

there's one winner so when you submit a

new ad if you duplicate an ad set and

you submit a new one you re-enter the

auction and what happens is from the

first one that you entered to this new

one you re-entered there have been more

bidders in the auction and what worked

on that ad at the time of running the

first ad no longer works at the time of

the second ad and this is why I prefer

to increase my budget on an ad set

that's working because you don't lose

your place inside of the auction and you

could tell one thing I would look at is

the relevant score on the ad if the

relevant score changes that's a very

clear identifier if the relevant score

goes down that means you're gonna get

lower quality traffic at a higher price

that's the million dollar question how

do you scale ads so really scaling ads

for me is about there's two ways that I

like to do it number one is I increase

my budget

little amounts 5 to 10% especially when

I get over $50.00 per ad set up to $50

you can go from 5 to 10 10 to $25 per ad

set I run lots of ad sets even today

when I have very established ad sets

that I'd know have performed well for me

for long periods of time 5 bucks is

where I start and when I see that

they're delivering value and they're

delivering ROI that's when I increase it

because as you said so I've been running

this I have one ad I've been running for

over a year I've turned on and off the

same ad sets multiple times

some months ad set a will deliver me

customers within KPIs

other months ad set a will not deliver

me customers within kpi's I don't get

emotional about it I don't care I simply

turn them on I monitor results I turn

off the ones that suck I put more money

on the ones that do well and that's it

and eventually because there's the law

of diminishing returns so eventually you

get less and less returns and I turn the

whole campaign off and I start 100% from

scratch and I usually reload the same ad

sets over again and then I'll add on new

ones

so part one is to increase your budget

part two is to go find more interests to

create more new ad sets not duplicating

out to the same ad set go find more

interests that are relevant to you and

your business model

sure cool yep I was killing like 750 750

50 50 % again okay because yes Facebook

does what it wants to Facebook actually

hates us despises us so you're I'm very

skeptical of Facebook and I'm monitoring

my numbers consistently and I'm not even

trusting their data I pull my data from

my shopping cart in my lead system so

I'm duplicating to make sure they are

delivering on what they want but I think

the biggest thing for you to do is not

ask why just when the data says that

this is no

longer within kpi's turn it off and know

that you can start a whole new campaign

at some point in the future and that is

the path that I go so I have some very

tried and true ones but they don't

always work for me and I don't care I

turn them off when the numbers are bad

and I go play and enjoy and I come back

how often are you increasing your budget

maximum what do you do it multiple times

a day during the same day I highly

recommend one change a day and that's it

[Music]

yep so none of that information carries

over so so there's this idea that's out

there it's a false belief that you

season the pixel and that is a false

belief nothing nothing matters what you

did up until that new campaign when you

start a new campaign the pixel data is

at the ad set level so campaign 3 ad set

B oh the only data the pixel cares about

is on that ad set so when you everything

you did for the months and months and

months and months before doesn't matter

and that's what all the fake gurus are

teaching you is this matters so run

paper engagement first and then once

you've seasoned the pixel not doesn't

matter it starts over every time you run

a new ad Seth Tori false 100% incorrect

website conversion only conversion for

one new ad set everything gets its own

ad set because every ad set controls

that machine learning system at the ad

set level if you go in and you change

the ad set changed it anything change

the age go from 40 year-olds to 30

year-olds it starts over you lose all of

your pixel data every single a so the

only thing you can do is up your budget

or lower your budget and you won't lose

all your pixel data any other change

that's that's that's it mm-hmm that's

the only thing you can touch once per

day maximum so if you over optimize it

you could confuse Facebook you confuse

Facebook they waste your money and they

kill the ad cool yeah all right cheers

man thank you thank you

well maybe you go no no one winner one

winner I only stole one bottle I could

have stole more bottles of wine from

upstairs but some of the VIP is one of

the wines so who else has a question

Facebook related fun related yes good

call it would you like to come up or

just stay there

bring it on clap it up yeah and what's

your name Anya I'm Myles pleasure okay

[Music]

great question and I did I realized

after my talk I didn't cover this and it

needs a slide for that what I use is my

shopping cart gives me an affiliate link

so I make myself an affiliate for my own

product then I use my affiliate link

inside of my advertisement so this

allows me to see how many clicks I got

as an affiliate and it allows me to see

how much revenue I generated as an

affiliate I don't see my lead numbers

but I don't really care about leads that

much it's all about ROI right thousand

dollars in thousand dollars out so what

I do is I monitor over a course of the

first week and then I look at at a

monthly level and Facebook will say we

got you 300 sales and my shopping cart

says you got a hundred and fifty sales

the numbers are always changing but what

I do is I just essentially turn it into

a percentage so in that case it would be

at 50% of what Facebook reporting to me

and you'll find that there's a very

consistent percentage mine's actually

closer to 80 to 90% so when Facebook

says you got 10 sales

I know it's actually probably eight or

nine and I build this data from my

shopping cart directly because Facebook

wants to attribute as many sales as they

can they want to look good right so you

got it you got it you need a number that

comes from your shopping cart somewhere

and for me adding an affiliate module on

and having an affiliate making myself an

affiliate is the easiest way

[Music]

[Music]

right so another option would be setting

up goals in analytics and running like a

UTM tracking and that way but so I guess

the big answer is I'm looking for a

second source of data so I can verify

what Facebook's telling me because if

I'm 100% reliant on Facebook I know that

Facebook's attribution anybody else seen

Facebook's attribution be a little off

say they sent you quite a few sales and

you're not gonna get any sales today

what are you talking about so so I'm

just I'm searching for a way that fits

within my business model to to verify

right we want to just verify and it'll

be a little bit off and that's okay but

once you see Facebook usually under

attributes by 20% then you can just

meant do mental math every day when you

load the ads so I don't look at those

numbers often I'll go in I'll measure it

and say okay I'm about 80% and then I

just trust it from there because I just

don't trust Zuckerberg he he needs money

for some reason in a major way it's the

truth do you have any other questions

okay the most recent number that they've

launched that I've seen an official

document is 50 per week and that's at

the ad set level only there's a Facebook

group anyone who does advertising and

homie who is just up here a minute ago

there's a Facebook group called Facebook

ad auction live on Facebook it's run by

a guy named Chi dree

chid RI but his facebook ad auction live

facebook has a live TV show where there

they brought on the engineers who run

the system so everything I'm telling you

actually if you watch their videos from

internal Facebook employees they verify

everything I'm saying right here this is

not here say this is from people who get

paid a salary from Facebook and it's 50

per week and for a lot of people for me

that's I don't make 50 sales per week so

I go one step back in my funnel which is

the opt-in or the Add to Cart level but

if you're getting 50 per week you're

giving it enough information to optimize

which is the goal yep cool yeah thank

you all right there's two entrances if

you come up now there's a 33% chance you

will win a bottle of wine pretty

specific there's a notice guy he must

like analytics or something anybody else

have a question about Facebook marketing

running a Facebook agency huh

anybody know doing this for clients

there's so much money to be made

running Facebook Ads for clients right

now like if you guys are running an

agency you don't have that as a part of

your business model you're probably

leaving 20 to 50 thousand dollars a

month on the table period because your

clients know they need Facebook

advertising and it's not that difficult

if you're testing a lot of the different

audiences oh we gotta have one more

question not at all all right keyword

Kyle in the back coming through no

obviously not

all right so the question was when I run

an ad

how many split tests of the ad will I

run and how soon do I start so for me I

was running ad I was split testing ads

early that's one of the first things

that I did when I was getting into

Facebook because that's kind of the

small hinge that swings a big door

I would split test one ad at a time and

I would literally do an a/b I would

minimize the variations if you add too

many variations in facebook they won't

show they won't display all of your

variations Facebook's gonna look at you

put five ads in there like I don't

really think these top two are gonna

work we're gonna put all your displays

at the bottom three so to keep my data

clean I would go ahead and essentially

do two ads per ad set and that was it

and before I wouldn't be running the

five dollar ad a large ad set splits so

if I'm split testing ads I'll generally

group a fair number of ad sets that I

know are hyper relevant just to make

sure I have a big enough audience and

even with two ads sometimes Facebook

does not give you enough data points and

they won't show one ad they'll show 20%

traffic to one ad and 80% to the other

ad so what i do is i duplicate out the

ad set and i'll actually run my ads

against each other in separate ad sets

so there's one AD per ad set forcing

facebook to show all of the inventory to

that ad because you give facebook

options facebook chooses random things

based on their algorithm what they think

is gonna be best but as direct response

marketers we want actual user data and

we want large enough numbers and then so

I would test up to you know thousand

click throughs is what I'm looking

forward before I make a decision you you

get statistical significance obviously

and at that point I had an ad that just

destroyed everything 18% click-through

rates and I've never had anything close

to that before or have since and at that

point I just stopped and that was a

factor of my business before I was

getting a lot of three to six percent

click-through rates and I wrote this

huge long copy ad and it just blew

everything out of the water I've

retested it twice since in the last year

and I just I can't even come close so I

need to figure out how I wrote that ad

and muster up a new one for another step

of my funnel does that answer your

question

Batman wants a bottle of wine are you

catching what's going on here he just

throwing shots out there there's there's

enough time for another question if

someone all right

here we go Andrea you want to no no Mike

the question was how many ads who I put

in ad set when I'm not split testing

just one yep right now I have one ad and

that's it everything all of my ads and

they actually run to the same ad ID so

sometimes if you duplicate out your ad

sets it's gonna give you new ad IDs for

every ad and I actually go into manually

grab the one to carry all of my social

proof over you got a ticket for the

bottle wine my friend very intelligent

oh we got another one over here wait

repeat follow-up question what you got

fired up okay oh yeah I run that don't

you yeah so I run both in the same

levels for me with emplacements I only

run newsfeed ads that's it

instagrams off stories are off instant

articles are off right-hand column or

off I only run the native because I want

that experience I want people to feel

like they blend in and I run all devices

but ultimately the traffic is trending

in a major way towards mobile especially

if you have a younger demographic my

demographic is a little bit older my

best customers are between the ages of

45 and 64 so I keep the desktop on and I

get a lot of actual good value out of

desktop have you found the breakdown

button in the ad manager where you can

click break down on a live ad set and

then you can break down by device by

desktop tablet so that's a way for you

to go mine out the data to look if

you've had it wide open to go see what's

been performing best for you and that's

where I realize that essentially I don't

want to run anything other than in feed

ads correct zero

I've tested it I've tested Instagram ads

natively and it did not deliver leads

and customers within KPI so it's off I

think it can work for certain niches so

again my audience is 45 to 50 64 there

they're gonna be the last ones to

Instagram when all the grandkid pictures

are there so my audience is on Facebook

because that's where they see the

pictures of their grandkids so from user

behavior and as a function of my

business that makes more sense for me

when grandmas on Instagram I will

probably be investing heavily there but

again the real reason I'm not doing it

is because the data told me this is not

as valuable of use of your marketing

dollars as Facebook is I tested

Pinterest ads Pinterest has a very

robust ad platform that works very

similar to Facebook I've fired it up

went through the process two separate

times now and it has never delivered I'm

getting like $2 leads and I'm getting 75

cent leads all day long on Facebook and

I'm there's I'm just not gonna pay you

know three and a half for X the for the

same thing but at some point Facebook

will continue to drive itself into the

rocks and in sync and I will be looking

for that next thing but until that day

I'm going to buy every single lead I can

from it's happening for a lot of people

it's it's we're in that mix so I think

the question is at what point are you

priced out and it's different for every

business information products that have

90% plus margins are gonna stay a lot

longer than ecommerce products that only

have thirty percent margins right so

there's a lot about what your business

and if you're trying to sell a seven

dollar tripwire or if you have a fifteen

hundred dollar course you got a lot more

to work with in a fifteen hundred dollar

course so for everyone the answer is

gonna be different

the big trick that you can do is to add

a one-click upsell if you don't have a

one-click upsell yet that's a way to get

you keep the same funnel all your

numbers up front will be the same

generally twenty-five to thirty five

percent of people will take you up on

your one click up so you get more money

out of your funnel you're still

breakeven or better and that's what

we've done so we got priced out of

opt-in to OTO

and so I added on a one-click upsell and

now it's opt-in oto one-click upsell and

I'm back to profitable again haha I get

to run this game for a little while

longer how long your guess is as good as

mine but I'm actively my wife and I run

a very dynamic business I am far from

all-in on Facebook I'm obviously a

skeptic I appreciate the access to their

audience but you know Facebook's numbers

like 24 percent less time spent on

Facebook there's a lot of interesting

numbers coming out especially in the

younger demographics it tooks destroyed

snapchat you don't not sell things to

Zuckerberg for 3 billion when he wants

to pay 3 billion for something he will

crush you he will crush us and that's

what he wants so and to go a little

farther when I say face or that

Zuckerberg hates us Zuckerberg wants

Nike coca-cola people were gonna spend

billions of dollars through Gary

Vaynerchuk and vaynermedia he wants them

to advertise because they will run

millions of dollars a month they won't

really care about their CPMs of $4 CPM

at $12 CPM they don't care because

they're just their budgets finding a

home anyways for us we're measuring

things we're direct response marketers

we're forcing people to take action and

Facebook's kind of like I don't want

people to leave my side I want you to

just show a pretty video that makes your

brand look good on my site so that's why

Facebook actually hates us branding yeah

totally that's their goal they've got

watch they have their own TV shows but

you can have a hard time getting over a

YouTube on the video side of things yes

sir welcome to party

so so let me rephrase the question make

sure I understand so if you're running a

bunch of different ad sets how do you

know which ones are working and which

ones aren't oh right totally you can't

right which is why I break out and I run

all my ad sets against each other

the exactly because then you can look at

it straight across and you can say like

okay Nike golf I'm getting leads for a

dollar thirty Titleist I'm getting leads

for 75 cents Callaway golf I'm getting

leads for four dollars well let's turn

off the four dollar one and the two

other one we'll put all our money here

and keep testing new interests the only

time I group interests together is when

I'm split testing my ads and I want to

make sure I have enough inventory a lot

of our interests are very small I run

two interests that are twenty thousand

people a hundred thousand people if

you're doing Nike golf that's gonna be

like millions right so that's a big

enough interest to run your split tests

on but when I need to make sure that I'm

hyper targeted and I'm getting enough

inventory to run an actual split test in

a relatively quick amount of time that's

when I actually group them together but

other than that I don't run them

together because of that exact thing so

if we clump up six interests together

the odds are there's one of them in

there that's performing way better than

the others right so I want to know that

so I just separate them all out I start

small and the data will guide me as to

which one the funny thing is yeah

exactly and the funny thing is that the

one that performs best can change from

one month to the next so I try not to

let my predisposition to guide me I try

to every time I start a new campaign I

literally start everything from zero I

get my judgments the past is the past

it's like the roulette wheel right every

time you spin the ball in the roulette

wheel it's a new spin not what happened

in the past doesn't kind of measure up

cool yeah cheers man you're in for the

bottle of wine as well which is smart

because this free wine why wouldn't you

get a ticket to the raffle that gives

away free wine let's see Kyle he's

already checked out back there he's like

I got my hat in the ring for the wine

I'm gonna go on social media and

good man good man

any of it what's our time time got a

little message time for all right yes

and how much are they asking you to

spend to boost that post out of

curiosity okay

interestingly the last time they asked

me to boost a post was $200 to reach

34,000 people now the CPM isn't terrible

on that compared to other mediums but

that same message used to be 30 US

dollars to reach 30,000 people so this

trend is going to go up and I don't use

that button surprisingly but what I do

is what I do do I go into the ad manager

and I create a new campaign and then I

create the ad set of who I want it

targeted to because that's the the big

thing that makes Facebook unique is how

much control we have over the targeting

I can target people who like a certain

author who have written a book that

solves their problem which is the same

problem that I solve great so I'll

target them and then on the ad level

there's a button that says choose

existing ad and if you just published it

it's the top one and you can either

scroll down there's a way to pull the

number but it's actually easiest just to

click choose existing ad use the

existing ad so you're you're doing the

same thing but you're setting up a

website conversion based ad and then if

you want to split test it against

different interests you can which is

what I obviously recommend to do but we

run micro launches three-day launches

and all group like three or four proven

ones together and I'll just show them to

that like our email list our past

customers and two or three interests

that I know are consistently good and

I'll group that together and send that

off for three days but that's just

because I have a short time frame if

it's evergreen

I break everything out I go really slow

$5 a day to see what what brings money

back to Papa that's what I'm looking for

every time I put money into Facebook's

hand like where's it coming back that's

what I want to know how quick is it

coming back thank you sir good to see

you here by the way what's that

who's the winner I don't know is that

we're ready to choose alright so how

about everyone who asked a question why

don't you come up on stage with me for a

quick second I won't make this too

embarrassing I promise I'm kidding don't

be embarrassing at all we just need a

way to identify if you wouldn't mind so

if you asked a question Kyle come on on

stage yeah there it is we got one person

clapping there's one person who's really

excited about this was my co-conspirator

on who is my wife and she technically

stole the model line just saying

entourage sorry babe I totally just

threw her under the bus was that wrong

all right so here's how we're gonna do

it you guys are judging and we're

looking for the best question I don't

really even know that means Kyle you're

right there good good so I'm gonna yeah

there you go cool I'm gonna go behind

them I'm gonna put my hands above their

head and you guys have an opportunity to

applaud considering there's 14 people

here it's gonna be an interesting

experience if you hear no-one applauding

for someone why don't you just be that

person who jumps in and makes everyone

feel like they're welcome here so we're

gonna start here with our first who

thought this was the best question good

you're judging this by the way so pay

attention - yeah thank you but yeah and

it's fantastic question number two we

even got some shouting she was to add

something you may yeah I just wanted to

there you go there you go entourage

thanks for the bottle of wine buddy

[Music]

there you go all right we're on number

three what's a good question it was a

good question but I don't know that I

don't know that qualified you all right

we got keyword Kyle over here

pretty good I don't hope you work man I

don't think you made the cut

well we'll get to your questions later

I'm sure all right and I don't know we

had a couple of woo-woos over there and

a whistle that was pretty good

oh he's he's ready for it self devotion

now it's pretty good alright that's what

we got today

who won the bottle of wine my friend all

right

yeah there was a conflict of interest

there so well done thank you keep with

it man it's a long process but with it

thank you appreciate it

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