hey miles Becker here miles Becker calm
and today I've got a guest here with me
this is Ben Smith also known as Billy
elusive and bend the buddy mine in New
Zealand him his wife run a couple of
websites and been specifically kind of
manages the funnels and the
pay-per-click right kind of similar
situation to what myself and Melanie do
and I figured it would be really
valuable to have a conversation with Ben
about his Facebook Ads
his kind of experience and past to learn
the Facebook ecosystem he just been a
ship a launch how long ago was that
probably four weeks ago now about four
weeks ago he finished up a really big
launch that was pretty successful yeah
yeah crushed it right so we're going to
take what learn from his top learn what
he's doing and give you some value so
you can apply this to your facebook ad
campaign so Ben thank you very much for
taking your time and anytime valuable no
no wrong it houses do I look at you what
do I look good people who knows man yeah
yeah they look I feel like a wrong thank
you and I appreciate that
totally and let's give them our customer
ultimately the goal of this conversation
is to help them get their campaigns
going right so let's kind of before we
get to what you just did let's rewind
what was your entrance point through
Facebook ads if you want to go to your
entrance point in the internet marketing
world cool but really the Facebook ad
stuff is kind of a core okay so we have
an online gym with people pay monthly
subscription to stream workouts online
and a game changer for us was when we
started doing programs live so that
means we would have a launch date gutter
and we would do that twice a year so I
was doing Facebook advertising campaigns
with a specific launch date in mind
which I guess is a little bit
went to Facebook advertising that you're
continuously right getting leads you
know so by launch you mean you kind of
open the car everybody comes in by a
specific date the car closes on a
certain date and you take that group of
people through a process and the Karp's
pretty much closed and then you open it
back up at another part of the year and
you repeat the cycle yeah so now a
scenario is that this program starts on
a specific date
and so people obviously if they don't
start by that date in November settled
on the program gotcha yeah so there are
some nuances that made that make
Facebook advertising different when
you're doing a launch versus write a
continuous absolutely I don't know if
that's where you want to get into yeah
definitely and so your first Facebook ad
campaigns to this how did it go did you
find the interface to be easy to use did
you make money right away with it like a
home run out of the park or was it more
trial and error for you definitely was
trial and error like I hit him had much
Facebook advertising I didn't have done
much study or live taking any courses
from doing it there's any web really
leaders by doing it myself
offer me to jump right anyone with it
totally yeah I am a sort of a numbers
guy this is my wife who's she's much
more creative so okay I like the numbers
the most but I do think that knowing the
numbers seeing the stats met if you are
that mind that they're so got you up
does help so at that point when you
jumped in why Facebook why did you why
was it like I have no training I have no
background in this but I'm all they had
like like yeah when you leave in 30 L
visit like especially our audience our
on Facebook very useful to put full-time
and then naturally is the best way for
us to reach them gotcha
I had noticed too that over the last
couple years that we've been doing this
that the the costs are slowly creeping
up so if you can be doing it now that is
good because the the costs are only
going
I encourage spike get in while it
getting good is what the manager said
there and it's true I've been noticing
the the creep as well and I've been
adapting my funnel to where I can
continue to advertise within it and
that's kind of a game though right like
we we adapt we grow more people come to
the market we adapt we grow yeah just
being worried for your customers hanging
out I gotcha and then I think that's a
really good point just beware your
customer is you know some people think
like I need to go create traffic oh
there's my hand air quote some people
think you know we need to go create
traffic and there's no such thing as
creating traffic what we want to do is
find out where are the people who we
want to offer things to and serve and
then we get our message in front of them
and like you're saying I mean what 1.5
0.7 billion people on Facebook so let's
go get our message in front of them
there how long ago was that that you
embarked on this process and you kind of
like signed up and wait for it on
Facebook probably two years to you're
not going up and so now a stage where I
would like to spend as much money as I
possibly could the challenge is getting
that scale of being able to spend more
money but also reaching the right people
good right who are converting right not
having your numbers go way out of whack
by yeah tripling your budget by the way
all right so let's some kind of fast
forward into what you just did recently
on this newest launch one really cool
thing that I admire that you've been
able to figure out is you're essentially
using the same structure that you've
used in the past correct yes from my
point of view I think it's really
important to structure your Facebook
campaign in a logical way so each ad set
for example targets a specific audience
because only early days when Facebook
first offered advertising it was you
know the interface wasn't that flash and
you had to manually make it so that you
would target a specific audience by an
ad set whereas now they promote that
fact so for example you'd have one
campaign and you only want to have that
campaign to everyone specific agenda
no does the website conversion as as the
outcome that you want and then each ads
that you create is only targeting one
audience because if you create an ad
it's targeting multiple audiences then
when you go and look at your numbers
you're not going to know which ones
working and which ones not right
if one campaign that kind of holds
everything and then separate ad sets
each ad set targeting a different
audience correct and as different as it
is so when you see an audience what do
you mean are you talking like a custom
audience based on a retargeting pixel
are you talking the interest so I would
set it up where I have to I have a
look-alike audience which is based on
either previous customers or your email
list of people I always use an interest
or else people are interested in that
product or service separate from the
look-alike audience yes so that's
another SDK another one will be
obviously remarketing and that
remarketing audience is of people who
have been to your website who they know
your brand or your service in general
right and then I have another ad set
that just targeted to people who have
gone to their sales page specifically
what have not purchased correct right
and on all those ads that are you
excluding the other on each individual
every ad said I'm excluding customers
current customers and that's basically
it
I have tried Weber's subscribers yes so
yes sorry so my other ad set is
targeting just subscribers others but
not customers gotcha
so you have so you liked amaizing them
all out and you treat them all
separately and you monitor the stats for
each one separately and so real quick
just to kind of recap you have a
look-alike audience that is a cold
traffic audience you have an
interest-based audience
cold traffic audience you have visitors
who your retargeting within your website
has a warm traffic audience your your
email list subscribers and then you have
people who checked out your sales page
and are you are you running the same ads
to all of these people do the ads change
depending on where they're at how do you
manage that side of things so every ad
always set up where you have one video
edie one image ad and then one carousel
s but we've gone up carefully aspect I'm
like they don't work yeah you heard it
here to try that and head step and what
I find is because we do we do the launch
process so we're doing it twice a year
what I found that's really interesting
is that that the first time I do it it
may be that the interest is it didn't
work at all just didn't work but I
always include it the next time around
because I've found that subsequently
three months later that were interested
in for example yet does work yes so I
think one big thing would be to never
assume what's going to work on what is
them that's why you suddenly start out
with three and an S it perhaps s and I
like to make them three very different
ones you know like placing so where's L
video your image and then do slit has
new text on the image is it just one
image at or several image ads several
video ads how how deep you get on split
testing the ad copy in the ads imagery I
don't go too deep all I do is focus on
which of those three modes is working
the best gotcha once I've got that I
would hold turn off those other two
years gotcha
and I would also then then maybe start
to split a slightly so the video ad was
the winner then I might split this
perfect the copy on that video so to
rephrase is just to see if I'm catching
it to make it really clear so off of
each of those ad sets cold and warm you
have a video ad and image ad a carousel
ad that are competing with each other
for each of those ad sets so every ad
set has three types of ads
you see which one performs better and
you start every time you read go through
this launch process you start with three
no matter what the winner was last time
and then you see what wins and if it's a
video ad that wins you turn off the
other ones and begin to split test based
on the video ads and you try different
headlines and different call to action
and when you say when what are you
measuring what is that statistic that
you're following that says whether
something a winner is it a cost per lead
is it a cost per acquisition is it a
cost per click CPM ultimately it so cost
to fix our cost per conversion we have a
winner ladies and gentlemen that was the
right answer this was all the big tests
to test bend but absolutely like it only
matters about the sale that's all that
actually matters is are you getting
sales it doesn't matter about your cost
per click so I'm going to write cost per
lead it matters sale caveat though
hahaha asterisk because the launch
processes is nuance that's slightly
different at the start because people
know there's a launch day people don't
make the decision and don't pull the
trigger until you know people are a last
day three people procrastinate
absolutely so one thing I really wish
Facebook head would have is a
attribution type score with because that
start I might be showing all these ads
to people you know let's say I'm doing a
three with three week campaign in so
that first week you want to sing all the
ads and I thinking that years of
sourcing I'm going to do this but then
they might not do it might not convert
until until we they've hit that
basically that is in the remarketing
headset so there was one was one day to
go right so so if I had tuned that
ho-ass it or those ads off and they
earlier then I'm going to miss out on
them down the track so just in my
scenario with a launch date at least
focus on the actual website conversions
in the first week and try and really get
as much of impressions as I can right I
focus on the cost per click getting that
down in the beginning and the beginning
get up then once they get close
today alongside then absolutely then
it's all about the cooperation her so to
recap what he just said this is really
kind of important here and it's pretty
deep so he's got these four assets will
call right the cold ones and then the
warm ones and as he's marketing to his
cold traffic some of those people are
clicking and visiting his website which
means they leave the cold traffic ad set
and they're now a part of the
retargeting ad set so it's not when it
when that person converts as a customer
it's not showing up at the cold traffic
ad set that that ad created a customer
it shows up in the retargeting ad set so
it's kind of a little not a bug it's
just it's a flaw it's it doesn't show
you the direct attribution of where that
customer originated so he's willing to
be a little bit looser with those
numbers at first on the cold traffic
knowing that he's going to be
retargeting to them later in the launch
process and trusting that that all works
out and of course at the end like one
thing I totally appreciate Ben is you're
like an Excel ninja like you're a
numbers guy like this dude's got graphs
and charts and tracks as daily numbers
I'm trying to pick up habits from him
for sure and you look at your overall
health at the very end you track
meticulously day by day how many sales
then you track launch by launch how you
do and compare that so that's only three
that tracking that I've come to know and
trust that I'm going to get the sales at
the end at the end so even now I still
have to have to have the car yeah you
know to spend money up front because the
cosmic vision is not there in that first
week but right you know I'll hit the
trust that it's going to
come out the other side and it has been
and growing and magnitude each time so
yeah I think a really big focus is
definitely definitely set up their
remarketing as it targets those people
who go to that sales page but then leave
so that then because sometimes is you
need to nan that ads it what was a weak
wiggler asked to go go
so then that because those is had more
of a the copy in that set or more of the
Mike says that they've already seen the
offer right and they wanted the one in a
lot every round - hello miss out yep
this is closing soon race is the best
one official - ads introducing them as
here's what what is on offer gotcha
but then once a week to go the
remarketing is they already know what
the Opera is how you write don't miss
out the thing that you wanted is closing
next week
so let's talk about your launch sequence
really quickly I haven't gone into this
in the channel much because it's not a
method that we use I also love the fact
that you're getting good results from
video ads something I have not been able
to do without emails back and forth like
oh me you're going to try the video and
I'm crushing it or like let me see your
video we pretty much replicated their
video and still in my niche I wasn't
getting that good results with it but
let's look at yet totally but it's
Facebook thing weird things happen in
the world of Facebook and we don't ask
why we just keep moving forward based on
the data so your launch process it's you
start running ads day 1 let's say is the
carp open on day 1 when you start
running the ads so from the very first
ad date the carp is open and you're
running your ads how many days is the
cart open and how long is your launch
sequence 3 weeks so the three week
process so he opens it up no ads before
the cart opens or just straight to the
go when the cart open it's open so over
the course of three weeks the last week
you turn on a special retargeting
audience and ad set based on people who
have visited the checkout page but
didn't buy so they show intent to
purchase by clicking the Buy button but
they didn't actually buy
and so you remarket them with a
different message than people who
visited just the sales page that's a
great idea I don't do that by gosh I
probably should you know we're all
assumed we should though you're right so
I I only retarget people have gone to
the sales page so I assume there's
active just because I've gone the sales
pay but I mean that's going more
granular to retarget just on the cheek
out page right not having cheek down
that's that's a great thing that I could
do and it's a process right like we're
doing the best we can with the time we
have a lot of ism and knowledge we have
and it's an evolution at this point what
has been what's the kind of like the
small hinge that swings a big door for
you what's what's one or two things
you've learned along the way that has
created big results or got you to that
kind of excited point to where you're
like yeah like this is an investment
this isn't spending money this isn't
expense like this was fun this is I
would say one is never share anything
with Facebook advertising like you will
find that one ad will be killing it and
one ads it this is the other edge and
then another potent another edge it'll
be the complete opposite and you've got
no rhyme or reason why but so don't over
analyze that don't ask questions just go
with it
all right so start with a clean slate
start with all of your tools laid out so
with all of your ads and let the data
drive your decisions every time and any
time you restart a new campaign lay it
all out do all the prep don't make
assumptions hipster living right living
you said the optimized for conversions
earlier did you ever run different ads
before okay so I had tried other
campaigns like you know impressions
I've tried video like a video use one
thing so when I was talking to my
facebook read one thing that I learned
really interesting was if you think in
terms of how Facebook wants to serve the
ads that will really help you let's say
video of their video views
we call it an object of yes okay so it's
called an objective if it's a video view
then Facebook knows the people who are
out there who like to watch videos and
watch a lot of wounds so that's all
they're going to see ever - same with
website clicks is there any objective so
you might get a whole lot of website
clicks so that's all Facebook is going
to is going to show - because they save
all the data they know what's what right
so what he's kind of thing is if
Facebook knows if someone is uh like
they just they go to Facebook to find
something to click off of Facebook and
go reek right or if they go to Facebook
and they just happen to watch a lot of
videos they watch 10 20 30 100 percent
more videos than your average person and
if you have your ad set set up as a
video ad just to display the video
Facebook's going to show it to the
people who watch videos and those people
might not be the people who buy courses
right so is that kind of the toilet so
that's the beauty of website conversions
I guess is that Facebook knows that how
these people actually take the action
that people are wanting looking at all
of the other the other campaigns that
are running and then all the websites
that the pixel on like Facebook's
monitoring my action your action
everyone's action and when I go to a
website that has the Facebook pixel
installed and I buy with my credit card
whether that's in my campaign in an ad
campaign or not if the Facebook pixel is
on that checkout page and that Thank You
page Facebook is tallying data saying
miles bechler purchases stuff online so
when we run optimized for conversion
campaigns it goes what's new readers
okay of this audience who are the people
who buy online a lot and then they'll
show our ads to those people who have a
higher likelihood of buying which is why
we love the optimized for conversion yes
cousin Cecily has that have it set up so
that Facebook's optimizing for the
conversion that you want which is that
specific sale right for every sale it's
coming in place that's going oh okay let
me analyze these people who have bought
already
go and find similar people in you
audience and bring more of them through
right so that would be another another
big let Facebook do the hard work yet
right they have so much data they 1.7
billion users they have something like a
hundred and twenty data points on each
of us their tracking pixel is on an
insane number of websites out there so
they've got this massive bulk of data
out there on your audience leverage that
and I think about that yes I like it
more
it is about scaling so one thing just
just as a quick scale given that I do is
that I found early on it if I had an
answer that was working let's say I'll
be like you know big bad guys coming let
me throw money at this and so I would
just ramp up the ramp it up and suddenly
everything would just tank big time in
some time finally I think with a half
zone and I learned really fast there not
to do that and instead I slowly
incrementally and I've always done at
sunset since I got my hand being picked
on to to slowly increase the amount of
spins so let's get kind of statistical
and let's see you have an ad set running
at $50 a day and it's performing really
well and you're like cool I want to I
want to increase this the wrong way to
do it is to turn that into 500 or to
turn that into 200 is exactly what is
the face we're just going to take your
money and again we don't ask why that's
just the way it works so what would you
what are you comfortable increasing that
to so in that scenario I personally I
would only be doing it five ten dollars
a day okay so 10 to 20 percent for
increment and then but I do the longer
it for today I've got a few days so
maybe five five ten dollars per day
she's back the next days okay and you
say is it okay you're looking at the
cost requisition cost per customer has
that moved does it change no up a little
more or has that changed so you keep
going until your cost per jump and
they're like oh my god they'll solve it
and I'm in Iowa and I also look at what
the total audience sizes like if their
audience size is not that great
I can feel targeted quite a group then
you know that you're going to start
serving it to people more often times
then I know that I can only get to a
student point of of air spins before you
start annoyed and annoying people yeah
so I always it's another win quick tips
women always have that frequency column
yes on so I try not to show any more
than you know two to two thousand and
that means he doesn't want his same ad
to show to the same person more than two
two and a half three times is kind of
like no go we would grow the audience at
that point turn slow things down at that
point or find a way to get that
frequency back down because you don't
want to annoy people by any means like
the moment we started knowing people
you're actually damaging your brand and
yet it'll fit this or yeah not you've
sucked me dry
nice all right well one more thing I
want to talk like a bigger picture you
can it is it I cannot no editing it
happens we get a live audience back here
our lives are racking up right now so
last thing is I want to talk about your
business in general
where were you when you started these
ads and where are you now like how the
growth of your business
is it more exciting are you doing
significantly more revenue incrementally
more revenue like how would you describe
okay I'm the type of person right to who
struggles to spend money on anything
like I I really like pretty tough my
money right over to cheap-ass tightwad
what do they call it news EOC if you
want to said it but when it comes to
Facebook advertising if I can get it
right I'm the complete opposite I want
to transmit as much money as I can so I
started out maybe when we spit those
launches will expending maybe gosh only
50 $50 a day
gotcha but now we're getting up to
spending 400 500 plus and if you could
send $1,000 a day with the same number
of you be thrown thousand dollar bills
that are a yeah third look up so you
it's just finding like you see that
cosmic vision and Facebook it especially
advertising I mean this awesome way to
scale your business an idea and so now
I'm starting to to use the advertising
as lead gin to get people into the enter
our email sequence first and build that
relationship with them so then later on
when we do come to do the launch these
people already already know about us
right there I know like and trust you
so the likelihoods and purchasing goes
up significantly so are you running
those kinds of campaigns in between your
launches now is that kind of plan
absolutely right so keep the ad spending
so you're not doing three weeks of apps
and nothing for two months three weeks
of ad spend you're kind of having more
of an evergreen yes then I mean we're
living in a golden age right now of
marketing like I do believe that this is
going to be looked back upon as kind of
one of those periods in time that was
like oh you remember the good old days
on Facebook boy right so like it's
challenging like it's challenging right
like it didn't come easy but it's worth
it but to figure it out and understand
it and there's no better person than you
because you know your business best you
know your messaging best you know your
audience would be right there's no
better person to be writing those is
right and then you you learn a lot to
know your audience right like what what
words and phrases trigger them to take
action and like the psychology and every
time you get better you're really like
if you think about this so you've done
three launches with the same ad sets now
right yep more or less from small tweaks
so what he set up three launches ago
he's using that same thing so when he
goes into his launch cycle and it's time
to turn on the machine
the machines built it's in there do you
just clone everything out and start a
fresh one with a new name so you know
which one it is literally clones it out
boom boom boom probably starts with a
little bit bigger budget than you did
last time something that makes you
nervous and he goes back through the
process from day one he's not creating
new ad sets every time he's not creating
new ads every time it
literally is right there built he turns
it on runs it you're getting better
results with yet similar efforts less
effort and you're getting more sales yep
totally and I always look back to see
what worked well in the last campaign to
get that mindset you know knowing what's
what wait last time to make sure I'm
going to be doing this and when you look
back you're looking back and like a
spreadsheet or you like do write notes
to yourself like post-it notes get a
journal how's that so I mean they just
ways you could just look back at your
campaign and in the face of sizing
gotcha yeah you can no side do that but
then I also after each individual try
write some notes and miser note to say
what worked well like certain certain
phrases you're certain videos or
interesting things like for example an
interest is it it didn't work previously
and two launches ago but last which is
dead-on right there down saying hey
don't remember not to assume anything
yeah so so you're just having that your
notes idea to look back oh this is
always helpful it's really smart
being organized taking the knows leaving
yourself little notes when you kind of
go back to it you remember where you are
pick up where you left off turn the
machine on put a bunch of money in it
and giggle and smile and watch the sales
rollin right yes I yeah but you get
cutthroat I would say plus B I'm pausing
because like you just see before it like
even now like I'm starting to get
nervous that you know how we're making
the most opportunity because right now
it's really it's working really well for
us given how long is it gonna last
yeah and we'll write it out of them
again the bond collecting leads then I'm
just like building the email list
because that's at the lifetime asset
that takes them from being just a
Facebook user who's who might know us to
like someone we can have those the right
to market to based on the camp spam and
all that stuff and get them onto our
list and then indoctrinate them and be
fun to track your process mate most
amazing well thank you very much for
your time
then I really appreciate you coming on
to share I think it's been an incredibly
helpful conversation if you're
interested he's a billion soup on
Facebook
oh you casual are you going
here in T and here biking if you enter
building Billy the Builder or yeah
hashtag Billy the Baker he makes a mean
sourdough but a kombucha if you're India
completely skim it awesome so Ben's the
mastermind partner of ours his wife
Nicola by wife Melanie we're all here
masterminding we just thought you know
what these ideas are too good to keep
behind closed doors which is why we
wanted to share them with you today I
thank you very much for watching I
appreciate your time I hope you found
this valuable if you have give us a
thumbs up here on YouTube and click the
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so you can get the next video as they
come out because I got some more cool
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thanks again through time see on the
next video Oh
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