Add 30% ROI to your FB Campaigns with the “Sneak Attack Method” | Tim Burd, AWasia 2018

Add 30% ROI to your FB Campaigns with the “Sneak Attack Method” | Tim Burd, AWasia 2018


How’s it going everyone? Wuhoo! Get some noise in here.
Come on you guys, it’s not lunch yet. So I’m gonna be showing you guys today a really cool method that will
guaranteed, bring down all of your costs, no matter what you’re running. So we’re
going to jump right in here. So I’ll give you guys just a little bit of background
on myself. I started as an affiliate about 12 years ago. I was an affiliate
for three days, then the affiliate program owner called me and said, “Hey
you’re doing very well. Can you teach other people how to do
this?” and I said, “Okay, no problem”. He said, “We’ll give you you know $5 a sale for
every sale, you know, when someone comes through your link” and I had no idea this was
being like an affiliate manager. I didn’t even know the term. So then I started my
own. It was CashUniversity.com. How many people here have been in the
industry for two years? Raise your hands. How about five years? How about ten years?
Wow. Okay a lot of people. So you guys might remember Cash University. It
was quite a while ago, then I started an affiliate network called Ploose. It was an
affiliate network. It was different though in that I had about 50 advertisers.
All direct. I did not broker offers from anyone and we had a $2,000
minimum per month for affiliates. So we were very, very stringent on who we let
in but after running a network for about a year and a half, I realised that it
was a low-margin, high-risk. You have affiliates sometimes trying to
screw you. Advertisers trying not to pay. So I said, I’d rather be an advertiser. So I transitioned and started my own offer. I
started my own lead gen offer. Selling leads to lawyers and we set up
our own landing pages, set up a Ping Tree, etcetera, drove all our own traffic. No
affiliates, nothing like that. It was at that time that I was running the
traffic for my company and I’d never run Facebook ads before. It’s about six,
seven years ago, something like this. So I go on Facebook and Google and I’m
looking for a group of Facebook advertisers, so I can get some
hints and tricks ’cause I’m brand new to it. Literally just started and I
had no idea what I was doing, and they’re wasn’t anything out there.
So I started my own group. I said why not, called it Facebook
Ad Buyers and it’s been five or six years now. We’re up to 76,000 members. How
many you guys are members of the group right now? Out of curiosity. A good
percentage of you. Cool. Well then you guys know we try to
maintain a very high-quality and I’ve been helping in the group for now six
years. I was literally just answering every single question and a lot of people
have a lot of hobbies. A lot of my hobbies is helping
people actually, been doing it for many years and I love it.
So I had, throughout the years, people say, “Hey can you jump on a call with me? I
want to do some consulting” and I said, “You want to pay me to talk to me?
Okay, sure I’ll help you. I usually help for free but you want to
– you know, I’ll help you.” So I started doing some consulting and I
realised though that I kept getting the same questions over and over and over
again. I thought there has to be a better way that I can make more money per hour
and they can pay less per hour right. So I started doing masterminds,
where we get 20 people in a room and I go over a two days of content,
everything from a policy to landing page optimisation, scaling, bidding strategies,
yada yada yada right. All the good stuff. People started to really, really like it.
So I really had a lot of fun with that and I like to show this
because a lot of entrepreneurs do not talk about their failures, and like many
of you, I don’t have a hundred percent success rate, okay. I
started a maybe four years ago now, somewhere in there, Amphora. It was a
bottled water company. I had my own manufacturing plant, fulfillment, that
was kind of when I started getting into ecomm. We did all the fulfillment
shipping, everything in-house. No, we weren’t dropshipping or
anything. I wish we were. I realised that if any of you guys are going to start
a business, don’t get glass bottles, and don’t ship water. It’s very expensive.
We had waters breaking, customers complaining. They’re getting like wet
boxes in the mail. So that business didn’t work out, but I
learned a lesson and that’s important. Any of you guys that might be
going through a failure right now, just remember there will be more, and do what
you can but ultimately you’ve got to know when to cut your losses also and move on. So then meanwhile, the legal lead gen was going very well. We had sold it
to a law firm, then we had another law firm ask us, “Hey can you do leads for
class-action lawsuits?” You know those commercials and whatnot you see that say “Have you taken such-and-such a medicine
and had a heart attack? You may be entitled to money”. So we were doing
those leads for lawyers for a couple years and ended up selling that company,
and then I had like a year off. I just took a year off, made a bunch of money,
and it was like, what do I really want to do? Where do I want
to take the brand? Meanwhile, the Ad Buyer group is growing. You know, year by year
by year. So I started an agency. People had been asking me for years from the
group, “Hey can you run my ads for me?” and I was saying “No, that’s not my business
model. I can get on a call with you and help you with your ads like that or you
can come to a mastermind and learn how yourself, but I don’t really do
it for you”. So finally I will actually do it for you. So I started an agency about two years
ago now. Yeah, about two years ago now and it’s called Agency Y, then the
group, the Facebook Group is getting so large that there was so much amazing
gold nuggets or knowledge bombs, whatever you like to call it, posted it in the
group that we’re not getting seen because there was so many posts every
day. So I decided, hey I want people to see these posts. These are valuable posts,
valuable information people are sharing. So I started to AdLeaks, which at
the time it was just a news site. We just turned the best post in the group
into articles. So one, it would be indexed by Google and two, the information would
be easier to find for people. So they could just find information
better, and then I ended up transitioning AdLeaks now into a paid
community and we have, as you can see, I got a Chrome plug-in now. So this is
actually a look in Facebook, where there’s a member map, where you can go and you
can see where other members are. So that you can see maybe there’s someone that
lives right by you in the industry. Go meet up have a drink. Get dinner or
something. Yeah, be able to talk shop. I learned from this alone that there was a
guy that lived five minutes away from me that I had no idea he lived there. So we
got together and had a drink, it was good. My belief though is bringing community
together. That’s been my goal for six years now with the groups and everything,
and I believe that community is super, super important, alright. So let’s get
right into it. So you guys might know me from the Bully Method.
Maybe the Shotgun Method you’ve heard of before. How many guys have heard of the
Shotgun Method before? Not that many, wow, okay. Well you guys should Google it or
check it out. It’s a great way to scale and great way to spend a $100,000
a day consistently. So check that out if you haven’t already.
The Surfing Strategy. So the Sneak Attack. You can add 30% ROI or decrease your cost by 30%,
however you’d like to look at it. It works all the time. So as most
of you may know, most of my methods are for high budgets, okay, but the problem is
is that not everyone has high budgets or it’s a new advertiser and you
you don’t want to spend a ton coming right out of the gate. You don’t want to spend
$10,000 a day on day one. So I wanted to come up with something
that you could use even at low budget and get a lot of benefit out of it. So
no matter if you’re spending $100 a day or $20,000 a day, this will work and
lower your costs. I developed it about a year ago in my agency. It’s literally
never been shown to anyone before, and so I’m excited to show it to you
guys for the first time, and it literally does allow you to spend thousands of
dollars a day, while lowering your cost per acquisition, which is always really
nice, and what does it work on though? It works on ecommerce, affiliate offers,
lead gen, mobile app installs, lead ads. Literally, no matter what you’re
running on Facebook it will work and it’s good for testing, optimising, or
scaling. So you can actually use it at any step of the process, which is very
very nice and versatile. I do want to give a warning though, if you are not
used to manual bidding on Facebook don’t use this method. It is dangerous and it
can lose you a lot of money very quickly if you don’t do it right, which you’ll
see why in a minute. So if you haven’t manual bid a lot,
do a little research, start testing manual bidding a little bit just
so you kind of get the hang of it before you do this method. This is an advanced
method. So I really wanted you to preface that because I’ve made the mistake of
losing a lot of money with this by not setting up rules properly, which we’ll go
over, but I want to make sure you don’t make that same mistake. So you
guys ready? I’m going to show you how to do this in 10 easy steps. Okay. Step 1,
create a new campaign and set it to optimise for conversions, okay and you
can optionally enable campaign budget optimisation if you want. You don’t need
to. It’s up to you. Step 2, you’re going to want to create 5 ad sets
minimum. You can create more, again that’s the minimum, and you’re going to
want to do with just a good mix of stuff. Some lookalikes, some interest
targeting, some broad ad sets, meaning just age and gender. That’s it.
Just wide open. So just try a bunch of different stuff. Again, 5 minimum, okay.
Step 3, you’re going to be setting a manual bid. You’re gonna set it on
lowest costs with a bid cap. That’s what it looks like in there and I have a screen
shot on the next slide for you, and whatever your cost per sale is, you’re
going to bid half of that. If you guys know my Bully Method,
usually I tell you to bid 3 to 5 times higher, but this is a much
different method here. So with this let’s say that your cost per sale
on your ad account is usually $40. You’re gonna bid $20 to
start. Again, half. And here’s what it looks like. So you can do lowest cost
with a bid cap, there it is, 20 bucks. And notice this little guy down here,
“accelerated”. I normally don’t recommend to do accelerated, but this is one
situation where I do. So you’re gonna set the pacing to accelerated there just
like I just pointed out, instead of standard. This is the equivalent
of putting your foot down on the gas pedal and get it going
quick. On normal campaigns this would waste money, but you’ll see in a second
why for this, it works great. I like my little name on the race car there.
So then in each ad set, you’re gonna want to put a 4 or 5
creatives in there. Don’t put 30 and don’t put 1. You’re gonna want to do
basically all different types of creatives. That would be one or
two link ads, a video ad, a carousel ad, a canvas ad. Basically, kind of, one of each.
The reason that you want to do one of each is because Facebook breaks down
their auction inventory roughly like this. This is not from Facebook directly.
This is from the data that I’ve gathered from my agency. What I’ve seen personally,
etc. So what I’ve seen is that basically over half of the inventory on Facebook
ads is for video. Okay, so if you’re not running video ads right now by the way,
you need to. If you’re running only like link post, that 22% right there,
you’re only getting 22% or 25% or so of the auction. That’s
why your costs are going up and unstable because you’re just getting a small
piece of the auction. So make sure you do video ads. They don’t have to
be super high-quality either. You can do a slideshow, you can do a video with your
phone. Doesn’t have to be anything crazy. Why all the different creative types? It’s important. When you’re bidding
in Facebook, it’s an auction right. Facebook is delivering you conversions
or whatever you’re bidding on at the lowest cost they can, but they’re
looking at all sorts of factors. They’re looking at what ad type a user has
converted, if they’re on desktop or mobile, if they’re on Wi-Fi or not. So by
putting all different ad types in your ad set, it’s allowing Facebook to win you
the impression no matter what device they’re on, no matter what type of
creative the user is used to clicking. Maybe that user likes carousel. Maybe
they like vertical video, etc. So you really need to have all of them so you
have a better chance of hitting everybody in the auction and not just
one segment. if you only do a video ad, you’re only going to be able to hit a
segment of your audience, not the whole thing. Step 6, you set the budget,
now your budget should be between $500 to $5,000 per ad
set. You’re not gonna actually spend this much. Don’t worry. Aim to spend about
10-20% of your budget per ad set daily, and if you are doing a campaign
budget optimisation, set your overall budget 5 times higher than what you
actually want to spend. So now it’s time to launch your campaign. It’s
time to Sneak Attack. So now, what right? Like what do you do? What do you do next?
This is where I find that a lot of speakers that I have seen at
masterminds or stuff I’ve gone to, they tell you what to do until you launch
and then you’re on your own. I’m gonna tell you what to do.
Step 8, you’re gonna need to watch the campaign closely and slowly raise your bid.
Again remember you’re starting out a $20 bid. You’re gonna slowly raise it
and you’re going to need to wait a few hours and slowly increase
it. If you’re getting no traffic, if you do it right and you’re bidding
half, you are gonna get no traffic to start, that’s a good thing.
It means you’re doing it right. If you start getting traffic right away, it
means you’re bidding too high. So in our example again, we started our bid at
$20 now we’re gonna raise it up to $22. A 10% raise. Then you’re gonna wait
a few more hours. Minimum, you could wait a full day if you want to be safer, and basically you’re going to keep
increasing your bid until you start getting a little bit of traffic. You
see the impression start coming in but maybe you haven’t got a click yet.
That kind of traffic. It’s still nothing or the traffic’s trickling in
really, really slow. Raise the bid another 10% up to $24, then
hold and wait and this is important. The the auction takes a good 15 to 30
minutes once you actually change your bid or budget to actually send it out to
the servers. So that your ad starts showing. This is why you need to wait a few hours. If you just wait half an hour and you
say, oh I’m not getting any traffic up it again, you could lose a lot of
money very quickly. Now wait a bit longer. I can’t really stress this enough. The
waiting part is very important. By now traffic should be trickling in very
slowly and again, we’re aiming to spend 10% to 20% of the budget. So let’s
say your budget’s at $500. We’re trying to spend a hundred bucks a day. So if you
you have it and you’re only spending like $1 an hour, then you obviously
know you need to up your bid more because that’s not gonna spend a full
$100 right. Again, so raise it another couple bucks and then wait and
see what happens. You’re gonna keep repeating this
process until you start seeing impressions and spend and then watch it
very carefully. Again, cannot stress this enough. I don’t want you guys to go home
do this and then lose a lot of money and get mad at me. Your goal is to be like
right on the edge where you’re getting just the right amount of traffic, like the
the Goldilocks. Not too little. Not too much. You want to be like on the
balance beam. You want to make sure you’re getting just the right amount.
You got to be very careful with this otherwise you can burn through
thousands of dollars in an hour if you aren’t paying attention and I’ll tell you why. Say you have your 5 ad sets. Say you put $500
or $5,000 per ad set and let’s say you’re like, I’m getting no traffic, I’m
gonna raise my bid $5. well you might get like flooded with traffic,
which is why you need to go slowly, slowly, slowly. You’re basically putting
your bid up to the point where you’re just getting like the cheapest wins in the auction. You’re getting just
that remnant inventory, if you will. You’re getting those random little users.
As a wise man once said, “always use protection”.
So step 9, you’re gonna set up a few automated rules. This is important
unless you want to sit at your computer 24 hours a day, which no one wants to do.
So if it’s smaller budgets, which would be around the $500 ad
set budget. Again, where you’re aiming to spend $100. You can use Facebook’s native
rules that are just built right into Ads Manager. It’s totally fine. You don’t need
to buy any third-party software. The reason is because the rules run every 30
minutes and the traffic won’t come in too fast where that’s an issue.
30 minutes will be fine. Now if you are doing higher budget and you want to
spend, actually spend $5,000 dollars a day, $10,000 a day,
$25,000 a day with this method, you totally can but you need
to get a little bit heavier software here. A little something better, which would be RevealBot is the one I
like. There’s other ones as well because these rules run every 15 minutes and
when spend is coming in really fast, you want to make sure that it is going every
15 minutes, because imagine an advertiser pauses, let’s say it’s a
huge brand, like Amazon is advertising and they pause for the night.
Maybe their landing page is down or something, so they pause. You could get
flooded with traffic at say 10 o’clock at night and if your budgets haven’t
been fully filled, Facebook is going to try to spend all your budget in two
hours. I’ve had this happen to me on accident and for those of you guys who something similar happened on accident also. You
know that it will burn through a lot of your budget at a terrible cost.
It’ll cost you five or ten times more per click. So that’s why these rules
are crucial. It keeps you from getting burned. So worst case you get flooded
with traffic and you can stop it and make sure you’re okay.
Here is what the rule looks like. It’s exactly what you need to set in, okay. You’re gonna have it run into all your
active ad sets. You can choose which campaign. I just had it set to one
campaign at the moment, but however many campaigns you’re running it on, up to you.
The action is going to be to turn off the ad set, and if purchases
is less than one, meaning you have zero purchases,
and you’ve spent at least $60 today then pause it. This is just in
case, and again, we’re trying to get sales for 20 bucks. That’s
what we want is we want a $20 sale. So we’re gonna give it three times
that $60 before we shut it off and again, if your sales cost $50,
then triple that and set it to $150. So just kind of make these rules
applicable to you. This is an important one too, so that one makes it
so, let me go back real quick. This one makes it so if you get no purchases, it
cuts it off at a $60 spend. This is what I would call the “Stop Loss Rule”.
it’s similar to a stock trading, where you set a certain amount of money you’re
willing to lose and then you kill it for the day. So that’s what that
rule is, this rule. This next one, I call “Trim The Fat”. This one is if it is
spending, you are getting purchases but the cost per purchase is too high.
You’re not profitable. So this one would be if your purchase is greater than
zero, so you have some purchases but your cost per purchase is greater than $40.
Remember, we want them for $20. We would love it get a sale for $20 but
as long as they’re below $40, we’re happy. So if the cost goes over
$40, we want to turn off that ad set. And if you get blown up with spend
over the 15 or 30 minutes, this will save you. This will turn it off
if it’s not profitable. Now if it is profitable, it’s going to keep running,
you’re gonna make a boatload of money. In RevealBot, this is exactly what the rule
looks like. The action up there. Pause the ad set. If the spend
today is greater than $60 and the purchases today is equal to zero,
cut the ad set, and then again, the next one, “Trim The Fat”, if the purchases today
is greater than zero and a cost per purchase today is greater than $40,
again, we’ve got some purchases but we’re not profitable, pause the ad set. Here’s
an advance rule you can do for the Sneak Attack Method, this is something
you can do in Revealbot. You cannot do this in Facebook, it
doesn’t have the capability yet. Increase the bid for your ad set
by 10% every hour, if the spend today is less than $100.
Does that make sense? So let’s say you’re trying to spend $100. You’re trying to
spend, let’s say maybe $1,000. This is gonna check and say okay, every hour, we
haven’t spent that $100 yet or we haven’t spent that $1,000
yet, increase the bid 10%. So this is gonna do that work for you, where
you don’t have to wait and sit there for three hours. This is gonna do the
work for you, which is great. I’m all about automation. If you can automate
your life, you can actually go out and enjoy. Here’s an even more advanced
one I call “The Bid Bumper 2”. You can increase the bid for your ad set
by 10% every hour, if the spend for the last two hours is less than a $100. So
then you’re not looking at the overall daily spend, you’re looking at how much you
spent just the last two hours. Step 10, optimise and profit. Do what you
would do normally and after a few days, pause your bad ads. Pause any of the
ads that spent too much, had not a good CPA, then give it a
couple more days of data then pause your bad ad sets, and I want to repeat that.
Pause your bad ads first. A lot of people forget to go into the ad set and pause
bad ads. They’ll just pause the ad set, when you could have just had one ad in
there that ate up all your money and you could have had a really, really great ad
in there that just didn’t get a whole lot of spend. So just make sure you go in
on the ads level first and pause them. Then wait a couple days and pause
bad ad sets. Once you get down to less than 5 ad sets, because maybe they’re
bad whatever, after you know three, four, or five days of running. They don’t do
too hot. Make some new ad sets, try some new targeting, some new lookalikes, new
geos, new placements, whatever. Alright, and if you do this right, you should be
able to cut your cost by about 30% on average. We do this on a lot of our
clients and I’ve seen anywhere from a 25% decrease minimum, all the way down to
50%. At scale, we have one client where we spend $25,000 a day,
using the Sneak Attack at a 50% deduction on the “normal bidding methods”
if you will, which is massive, it was the only way we could actually get that
client profitable because they were very, very strict. Questions or comments? And if
you want to see any more from me, just @timburdofficial on Facebook or
Instagram or join the Ad Buyers group. It’s a great group, lots of good content in there. Okay, so we have some questions here for Tim Burd and the Sneak Attack
Method. I think we are gonna get those questions up from Slido. Again, if you
have any questions, make sure you get them to Slido.com. Ah, get that first
one out of there because we’re not answering that one. We don’t know
anything about that one. Why do you choose setting a larger budget
and spending only 10% instead of spending smaller budgets from the start?
That’s a good question. So the reason being that Facebook, you want it to
spend and because you have that budget or sorry, the bid because you have the
bid so low, you’re going after like the cheapest traffic in the
auction. So you want big audiences, you want multiple ad types so that you get
that cheapest traffic that Facebook has to offer and only the cheapest traffic.
When you’re bidding normally and running a normal budget, if
you will, you’re gonna get the normal traffic, which is not the cheapest traffic only.
So by doing this, by putting the budget really high, the bid
really low, and putting it on accelerated, you’re telling Facebook as soon as
there’s a good guy in there, spend it, spend it, and then it’ll stop
spending for a little bit, and then there’s a some more people in there you
want to get, boom. Spend it. Grab it. So it’s important that you do a high budget
like that, otherwise it just won’t work. It won’t be fast enough. It’ll
spend like $1 in 15 minutes, when you want to spend maybe $100 or like that.
Got ya. So Facebook is disabling ad accounts, so how can we
protect our accounts promoting weight loss and following the policies?
That’s a tough one honestly. Weight loss has been abused so much that even if you
are running it completely clean, you are gonna run into accidental flags.
Having a rep would be something that I would recommend, otherwise, I would not
probably run weight loss on Facebook if you don’t have a rep. Or you could hire
an agency that has a good relationship with Facebook because you are going to
deal with accidental bans. The quick things you can do though are don’t make
any claims that you cannot substantiate. Any claims you may make, whether
it’s on your ad or your landing page, have a PDF a link at the bottom of your
landing page that says “claim substantiation”. So that they can get
proof from a third-party, a doctor, a laboratory, whatever it might be that it actually is true. So this question it’s the top one with six votes here.
How to scale traffic for viral media websites? Hmm. You could
actually use a variation of this and just on traffic instead of conversions,
and again, just set the bid real low. Set it to a penny and I don’t know if
you can set up below a penny, you might be able to. Another good way actually for
for viral media websites, it does require an investment upfront but you buy page
likes. Run a page like campaign, and once you have you know a 100,000
page likes, a million page likes, even though organic reach is not that great, every time you post, and you’re gonna
need to post like 20 to 50 posts a day, you will get that 3-8%
of your likes and you will get essentially free traffic that will click
ads on your site etc. So there is an investment upfront, but you make money in
the end that way. This is a tough one, I know. It’s the top one there. How to get a
Facebook ad rep? Pray. Yeah. No, it’s a combination of spend, quality, and time.
My ad agency, where we’re doing legal lead gen for lawyers, which is
not something that people love in their news feed. It took $5 million of spent over six months before I got a rep. Now that
water company I showed you guys, because it’s like a cool looking brand, a cool
looking bottle, unique, I got a rep after spending only $10,000 over
the course of one month. So you need to make your brand look more legitimate.
If you have just a landing page, you need to make sure you have an About Us page, a
Contact Us page, and they don’t really like just landing pages. They like
it to be a full site and then your landing page is like a part of that site,
and not the other way around, and that will really, really help you get a rep,
but quality is the most important thing. If you have a lot of negative feedback, a
low feedback score etc. it’s gonna be very difficult to get a rep. So make sure
you have good customer service, good quality product etc. and you’ll get you
will get a rep eventually. Nice. Does this method work on testing phase or the
scale phase? Or both? It works on all of them actually. I typically go with the
Bully Method to start. I use my 388 Method, for you guys who have maybe seen
that speech, and then that’s my go-to because it is faster and easier to scale
very, very high but if that doesn’t work so hot, then I go to the Sneak
Attack and I do that because you can still scale with that, it’s just a little
bit harder and a little more inconsistent to scale because you are
getting kind of like the remnant inventory, I’ll call it. It’s a little
more inconsistent day-to-day. One day you might spend $700. The next day you might
spend $2,000. The next day $5,000. The next day $500. So it is a little inconsistent
but you do get a great cost. So if scale is not, or if you don’t
have a client that requires a certain number of sales per day, then it’s
perfect. Nice, I like this one. I feel like the Joker talking about Batman. Where do
you get these wonderful toys? How do you come up with these new strategies? Experimentation?
Yeah really, and it comes from – I did a speech at one of my,
I believe it was at iStack, about the algorithm and it’s understanding the way
that the algorithm works. So if you understand that it’s an auction and
you’re bidding, and you understand that Facebook’s trying to pace your budget
out through the day. By doing a really high budget and a low bid, you’re gonna
get that cheap traffic that’s kind of at the bottom of the barrel. It’s
still good traffic, it’s just like the remnant inventory. Yeah.
So it’s really just understanding how the algorithm works and I’m working on a
new method right now that we’ve been running on all our clients and we’re
getting a 50% cost reduction again. It’s called The Cloud. Where you gonna be
talking about that? Dropping that in Vegas at the iStack. Oh, very nice.
Okay. What about ad placement? Should we run the placement optimisation with this
method or should we choose them manually? That’s a great question. I would run
basically all the placements. I would probably ixnay on the audience network though,
but I would leave everything else on, as long as they historically do well for
you. So if Instagram and what not, historically does well, then leave it
on. If it doesn’t and take it out, but pretty much everything but audience network.
And what about buying CPM ads from Facebook? Actually that’s just
bidding straight CPM? I’m guessing they mean the
the fixed CPM. That’s good if you’re doing brand buying and the
brand has a specific CPM they want but typically, I found for performance, they
are giving you kind of a branding traffic and not the traffic that’s
“likely to convert”, which is the conversions objective. Facebook has all
these segments of traffic. If you have a 2 million size audience and
you’re bidding on purchasers, Facebook is picking out maybe 20,000
or so purchasers they think will purchase.
So then people are getting those and there’s the people they think will add
to cart. People they think will click and so on. So when you’re doing the CPM buy,
typically you’re getting like whatever is leftover, like the scraps. So avoid it,
generally. Yeah. Unless it’s for a brand and they want a $15 CPM,
so you put, you know, you set it up at $10, you make your margin as an agency. when you use a good use case for.
Gotcha. How to avoid ads poor performance or
poor experience with advertorials? I guess that’s a poor customer experience or?
Yeah, generally with advertorials Facebook doesn’t love them, but what you
can do is just put the advertorial on your actual site in a folder,
whatever your domain is slash lander or slash advertorial. Whatever you want to
call it, and then make sure it has the same brand as your main site on the
advertorial. So that it’s a consistent brand experience, and then Facebook
doesn’t think you’re trying to dupe the user. If you have an advertorial on
some CNN-looking domain or Women’s Health or something and
then you send them to your site, Facebook thinks, “hey, they’re trying to confuse the user or trying to trick the user”. So when it’s a consistent
branding on your site, it’ll do a lot better and one thing to try also is to
completely ditch the advertorial and just put it into a Canvas ad. If you
guys haven’t tried Canvas ads, they’re really awesome and you can literally put
your full advertorial right in there with a button, and then you can
bypass the entire thing. Nice. Okay, time is up. We’ve got a bunch more questions
which Tim will be answering in the lounge over there, which we’ll put that
content online. Great presentation, I think if you go by number of photos
taken per slide, it’s a very successful presentation. Thanks so much.
Thank you. Cheers everyone. Enjoy!

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