Social Media Lab LIVE!
Social Media Lab LIVE!

Episode · 1 year ago

Your Facebook Ads Probably Suck!


Do Your Facebook Ads Suck?

Real talk... Most of us stink at running Facebook ads.. We struggle to figure out what to post, who to target, how to measure, etc.

On episode 96 of the Socia Media Lab LIVE that changes!!!

We're gonna pick the brain of Facebook ads expert Bob Regnerus. 

You'll learn:

  1. What is the most critical thing to get right in a Facebook advertising campaign?
  2. How can I achieve quick wins with my Facebook campaign?
  3. How can I increase engagement on my Facebook ads?
  4. What are the most common mistakes you find in most Facebook Ad accounts?
  5. How can I target more people to buy my products and services?
  6. What are two keys to effective ads?

Who is Bog Regnerus?

Coach Bob Regnerus is the Co-Founder of Feedstories, a digital marketing expert, and author of five books, including the 4th Edition of the Ultimate Guide to Facebook Advertising (Entrepreneur Press).

Since 1998, Bob has been helping his clients achieve their goals through digital media and storytelling, and he is eager to share his experience with you. Bob is a sought-after expert in the area of Facebook Advertising and Deep Funnel Marketing™ strategies.

Most importantly, Bob is a husband to his high school sweetheart and a dad to 2 amazing daughters and is a high school basketball coach.

What is the Social Media Lab LIVE?

Social Media Lab LIVE is hosted by me, Scott Ayres, the Content Scientist at the Social Media Lab.

It’s a weekly show where I talk about social media marketing with expert guests and is always testing something!!!

I use Restream to power all of my live shows on Facebook and YouTube.

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Welcome to social media lab live podcast. I am Scott Airs, the content scientists at the Social Media Lab, where we bust the miss, the rumors and the stories of social media marketing with science. If you want to listen to and go back and watch some replays of my interviews with marketing experts, go to social media lab dot live. That social media lab dot live. On this episode I'm talking to facebook add expert Bob Regneris to talk about his book and talk about all the things he's done with ads. He's done millions and millions and millions of dollars in ads and we're going to dive into that what's working, what's not working and some of the things he has learned along the way. So I dare you to to buckle up, good notebook out and just talk and listen to what he has to say and go check out his book and woman's to the URL's during the podcast. Also, don't forget you can see everything we do with the lab at a goorl pulse lab dotcom or bring on my guests. His name is Bob Rignarius. That I get it right. You did. Sure I was like panic and going. I'm saying in my head the last like ten minutes make sure that I get it right. Yeah, good, good to have you on the show today. And, Bob, is kind of funny. You, Bob, scheduled a show a while back and we had to cancel it and then we've moved it. So it's like, you know, six months ago, I think at least, when we schedule this the talking. So a lot changes on facebook in a six months, I think. Yeah, just a Tad, just a tad, this a little bit. So I'm what you know and, like I've told you before and I told everybody watches show, I don't like to read BIOS. God of just awkward and odd. But but I do kind of want to know a little bit about it. Like why should we listen to you when it comes to facebook, as can tell us what you do, who you are like this, like it's like an old school be an I group and you got a minute to talk about yourself. Let us know a little bit about you. So before we get into this, okay, first I want are you are you taking me with the hair? I mean, come on, yeah, I mean I've one day I will be like that, because my you know, my hair line used to be around here now. It's way up here somewhere. Now. That's why I wear a hat or a wig all the time. There you go, that's a hide that receding hair line. Yeah, I'm coming in on Nashurelle today and well, they don't give it in in the audience. Wait, wait, wait, you're saying this isn't natural. Are you accusing me of this not being natural? I mean, come on, Hey, it's all good. It's so good to be here, Scott. Yeah, we did connect about six months a right. You know, you got two busy guys and they eventually figure out how to get together here and, you know, in the middle of quarantine. But yeah, I've been the digital marketing over twenty years, hence the the gravy in the beard, and I've seen a lot change over the years. I've been in facebook ads as a, you know, like primary source of advertising since two thousand and thirteen. So I was there and kind of the glory days. I was there before the glory days and as a glory days started. But I've been in direct marketing for, like I said, twenty years. Really Focus in on paid ads. I love the idea of being all to put a dollar in and make more money out. You know, put a dollar in, make five dollars. Not so much with organic and Seo's just not something that I found to be suited to my taste, as they say. But yeah, I have code on a company called feet stories. We help people create video that sells and a course, use facebook to push those out all over the world. And what you may not know about me is I own a couple businesses. But what I do in the winter is I coach High School basketball. So I tell fifteen... sixty year old boys what to do, when to do it and how to do it. But doing that, I've been doing that for many years. That's cool. So I mean, I mean it sounds like parenting to some degree, but you tell them what to do, but they don't make you. Your own kids don't listen. It's other kids that typically will listen to you. When they're playing. Time depends on it. They tend to look a little bit more right right. That's what I've found. I used to run them a lot of sports leagues in a former life and yeah, that if you want to play, you better listen to the coach. And but the parents, you know, they don't ever listen to you? Yeah, primarily. You know why this should listen to me. You know, when you write a book, that means like you've arrived. I written five books, wow, but my most recent one is called the ultimate guide to facebook advertising. It's in its fourth day, fourth edition. I co wrote it with Perry Marshall, and many you know Perry twenty sales and marketing, Google ads guru. Perry's a good friend of mine and I was an honor to do this book. And just so you know, when you do a book with Perry as a coauthor, it means you're doing all the work. So you know Perry, Perry gets to shine in a couple of chapters and then he turns the spy line on me. So yeah, all the blood, sweat and tears that going to put into a book is I'm wearing it. I'm wearing all the blood, sweat and tears. You you have had a full head of hair before the first edition. I did. I did now, I mean because I've written all these books too. I did a four games book years ago and the process is tedious, like how long did it take the rite the latest addition of facebook's cool? I somewhere if I remember that. Yeah, there it is, that's like, whoohoo. You know. Yeah, it took nineteen months from from the day that I agreed to do it, sign the contract to when it cut put on the shelf. So Corona, I think, probably delated by about three months. But yeah, I mean, you know, you kind of agree to do a book and you have this euphoria and you kind of think about what you're going to do and then you eventually sit down and write it. And I was really proud to have a collaborator, Mark Ingles, who's on the cover. I'm glad I got them on the cover. Basically help me by listening to me pontificate about facebook day in and day out for months, helping me organize my thoughts the book itself and we delivered it. I'm spitting now. When we delivered it it was twice the size. They said, this is great, Bob, you just need to cut out half of it. Okay, well, you said ultimate guide, so I like it. I put everything in right now, so I had to pair some things out, but I managed to keep in quite a quite a good bit amount of stuff, including some I love the fact that I got some of my friends to contribute. Brian Kurtz, Dennis You, Jeff Walker, Ryan dice, these are on these people know. I know them personally, have followed them for years and they contributed to the book as well. So just really proud to have them as part of the book and I made sure not to cut them out of the book. I cut out some of the stuff that I was doing. So right, yeah, I mean, look, it's an ultimate guide. I think one of the favorite things I was telling you before we got on the air is when I got on calls with people, they hold the book up and they show me where they bookmarked everything. I had a call with a lady yesterday and like the entire book spine was just full of tabs and like perfect like that. That's what I intended to do. Yeah, the book is intended to sit next to your desk and help you be a facebook ads expert. That's that's why I wrote it. Right, that's that's interesting, Bose. Those kind of guide books like that, they're good reference point and the good thing is for a for an author, especially if it's you've they've gone well and had good sales. Things change so fast on facebook. Will Darn it. I gotta rute another one. You gotta. I gotta sell you another one later on. I like selling emily right. You know, it's a I only sell stuff that you can pour it on the sink. Yeah. So, yeah, you create, you create, you create...

...yourself another opportunity to write a book when you write something in the digital advertising space, for sure. Yeah, that's that's what I found out too. And so I mean facebook. I like you. I'm curious right now. Do you manage people's facebook adds? Is a more of your giving advice on what to do with facebook ads? I have I have a couple clients who have been with me for years that, you know, as long as they could tolerate me and get results the work I have. I have a righthand person that does kind of the day and day out. These days I'm doing coaching and high level training. You know, I have I have a course that I can take people through. I'll do facebook audits. I'll go in and basically point out the stuff where you have opportunities to grow and I'll do some things where I'll kind of look over their shoulder and walk them through. But yeah, I you know, one of the one of the things that I do which it's probably a little bit controversial, is I say, you know, until you were spending about twenty Fivezero dollars a month, you probably don't want to hire an agency. I really like I don't mind if people do below that, I'm out. But what I don't like is that people kind of advocate that responsibility to an agency and trust everything they're doing. There are good agencies out there and I know several really amazing people that run great agencies and I know they follow really great principles. But I know there's a lot of people who claim to be facebook add experts and agencies where they're doing be or c level work and that's not what you you're not really paying for that. So I always give people advice. They say, you know, it's fine to outsource your facebook add management, but you better know what they're doing like. You need to know what a conversion campaign is and you need to know how a good look alike audience is built and you need to know things about the Pixel and you need to know what good copy looks like and what good media is. Right. I don't want you to go in this thing blind. I want you to be fully equipped so you can let somebody else do the work, but you better better as heck keep a tab on what they're doing and know your KPI's so that you can know whether your agency is doing a good job for you or not. Now d a couple things out for we have some questions where will ask. We may get to or non I can already tell I haven'm have questions that come up just in the middle and we'll just talk about them. Like Jason Rabbits. I love it too. Two things there for while as the first one is facebook ads manager. Now, is it too complicated for most? Is it? You know, is that that learning curve is a little bit harder these days, it seems. What are your thoughts like in a business like just hopping in and trying to figure out on their own? Well, I'll give this to facebook. They have done a pretty good job at maintaining at least a reasonable, reasonably simple user interface that people can understand. Now it's gone. It's gone through a overwhelming changes over the years. There was something called power editor, which you know, kind of came and went. I quite frankly get lost inside a Google's interface. I don't run Google ads anymore. It's been ten years since I run a Google ad I get lost in there when I go in and try to look for something. I think the facebook interface is pretty intuitive. Now, what is changed is this is any time on media gets mature. Right. FACEBOOK as a mature media for for an Internet space. Right, it's mature enough. They have to add a bunch of features to really appease bigger advertisers. Right. And so what I think that the the Gotcha for the facebook interface is all the things that are hidden below the sea. More like like there's these little carrots that you should click to find out...

...what what are they hiding? And often it's check marks that you want to uncheck or things that you want to check. that. That's what I found and I go through all those in the book, but there's one a particular like. It's called, you know, go find it. Here's the essence of the check marks. Go find more people just like the ones that I'm trying to tell you to reach below and essentially expand your audience to the entire country that you're advertising to and you giving facebook kind of car bloge. Now we can trust the AI to a point, but I never recommend that a client goes in and starts with, you know, reach as many people as possible. You want to have that unchecked and have some management of what you're doing first before you do that's just kind of one example, but I really like the way facebook has a campaign which defines like what are we trying to achieve, add set wish to find, who are we trying to reach, and then the ad, which is what are we trying to achieve? So I really like the way they do at and I think they've put a lot of thought into that. It's not as easy it was years ago, but I think it's far more intuitive than the Google interface, which to me seems like only a scientists with more care and beakers can understand. Yeah, I know our are we. You are person in our team at girl Poles. WHO Does are paid? I'm not sure he message with Google ads because like, nope, is someone some of the people doing the team and like the UK and I think our French team, but us. He's like no, I'm not, I haven't mad. I'm going to stay away from from the most part because this, yeah, it is looking for you and facebook ads. ME, like, I'm you mentioned power editor. That was the thing for yeah, and it made it sound so good but also made it sound complicated and they kind of get rid of that and now it's back to this kind of the ads manager. But it is. I haven't, I wouldn't in there for a while and I hopped the INCA. We we pause a lot of things during coronavirus and when it first started, just to be careful and make sure where everything was. And once we started doing as you know, was like Whoa, they change the interface and I'm gonna find everything. Like, oh no, it's like walking the grocery store and you know they moved the bread around. You're like, where's the bread? To do that so quick and now it's like six click that. I WOULD AB split test. He's much harder now inside facebook. Oh my goodness, they completely change that. So weird it. I think it's more intuitive now. It was utterly confusing before. I think they made it better. So I wish it would have done it before we did that whole chapter in the book. We actually had to Redo that chapter fortunately. Fortunately they did it early enough so that we could, okay, take out a lot of the stuff, because there was like ten ways you could split test and all of them were confusing. It's much simpler now, but's what testing is still very difficult to do in facebook, right. Yeah, I because now you have to start the ad and then create another or before you don't that run. And Yeah, I want to split test creatives. And Yeah, you just entered your creatives in or whatever it was, your placements, whatever is going to be. And then, yeah, I don't understand why they did it that way, but that's the way it is. And you know, you kind of you kind of live in the Dept. now the other question when I asked, I'm going to hop to one of our question because you hit on this earlier about mistakes people make. You mentioned that most people's ad campaigns are you to rate a like a being, a be. You give it like a grade of a be or see. What? Yeah, what constitutes a great be or see in your mind and someone's facebook ads. So the biggest mistake I think people make is the immediately jump to cold traffic, and to me that's one of the biggest bugaboos you could do, because cold traffic is the hardest convert and some most expensive. So if I jump into an add account and I see zero retargeting to warm audiences, I know that either the person is like doing it and they're not aware of it, or the agency is kind of too lazy to get it done. The very first campaign you want to...

...set up as a facebook advertiser is a retargeting campaign. Like why would you? Why would you spend all this money on cold traffic and trying to convert people that don't know you when you've already got this relationship with people who do know you, and so you know you could do things like upload a customer list and run add to that. You could upload a list of prospects and run to that. If you have the Pixel install on your site, you could be retargeting people that have been visiting there all along. Like it just makes sense to me. So I put it early in the book, like here's the first thing you do. So if you're not doing retargeting, you're not nurturing any of the traffic that you're spending all this money to drive in and you're leaving so much money on the table. That's the first thing. The second thing I see, and this is another big mistake, is that people are on, how do I own word this? FACEBOOK is an interruption mechanism. Right, people going to facebook and they're looking at pictures of family, friends, food, they're arguing about religion and politics and, you know, trying to outdo all their friends. Right here you come along with an ad. Right you're interrupting their party. And so what I see is too many people don't take into a fact that the person who seen your ad is unaware of who you are. So I I talked about this in the book at Eugene Schwartz wrote a Bok in one thousand nine hundred and sixty six called break through rabvertizing talks about the customer awareness journey. I see too many ads targeted to people who are, they believe, our solution, aware. And the reason they're doing that is they're coming from a place like Google. Well, when you type A keyword in Google you have a problem. You're trying to solve it, right, and most of the advertisers on Google are bidding on keywords and they have solutions to the problem. So they're already in this mindset of Oh, I have this this golf training packages I want to sell to somebody, and I'm going to assume that the person reading this ad has a problem with their golf game and they run a solution. Aware ad at top of funnel to cold traffic. That's a big mistake. You're going to lose a ton of money. What you need to think about if you're going to run a facebook campaign to could traffic, you're running to unaware traffic. Your only job at top of funnel is to capture attention. All right, you want to sip and sort of people that like even have a problem with their golf game. All right, you need to be thinking about get attention, Hook them with the problem, then move them to my retargeting campaign where I can start to offer this solution. All right, too many people are going now I'm going for Gusto right away. You know, they're the guy that walks into the bar and hits on the woman right away without the Belphin relationship. Okay, that, but I see it over and over, Scott, and that that's a huge problem. You say, why is my facebook adds don't work. No, facebook ads do work. The problem is you're trying to close the deal before you've ever shook the hand. All right, so that thing you basically don't be Barney Stinson beated mog be right with my time at your mother were my my friend's head and I want my wife. I in the middle of watching that series over again. We're down like the last five episodes, looks like. But yeah, that's but that's a great, great thought, though, because because I think a lot of us will run an ad we want, we want that ad to convert and give us cells right then and there. But if it's a cold audience, they don't know, you mean, you haven't earned the right to sell the them. Yeah, unless it's like, you know, a silly t shirt, you know, sort of things that are impulsed bys. Right, it's all the crap. That's IT, next to the register, a target, right, right, right. No, I mean most of the most of us are more sophisticated. We're selling things that are more expensive, things that are more complex, and we like people need time. Like, yeah, they're going to eventually buy it, but there's all kinds of other options and we don't...

...even know where they're at in the decision point. Like maybe they think they're thinking about buy a new car, but who knows where they're at right? It takes months for people to buy a car, right. So that that's just the idea here, and I think, I think the mindset that I see is that people think facebook as a transactional medium and it's not. It's a relationship medium. You you need to develop conversations with people. So those advertisers that have the mindset I'm going to have conversations with my prospects and I'm going to help them make a decision whether my solution is right for them or not, those are the people that are going to win and be much more satisfied with their accounts than people that are just trying to jam ads at people and hit a rock conversion rate. It's just not going to work. I hate working on accounts like that. Yeah, and I see, I think we all probably see. Like, I know I won't name the Software Company, but it's a software that I actually have a paid in a ship to and I still see their stinking ad all the time on my news feed. They should easily know I'm a paid customer. I bought from an ad and I pay them every month for this, the access of their software. I still see that and it's the same ad every time, not even changing it up. A little bit lazy. Yeah, and then it's like, come on, even I know that change, if one. I shouldn't see it once I've paid. Get ready your ads, because you're blowing your money. I think that's a huge mistake. A lot of people do is they don't. They don't culture that list and who they're targeting. They don't target correct like. I've made that mistake. I'm here because I've run ADS. A lot of the ADS I did for testing for the lab typically or like just a drive traffic. That's all right, right, not necessarily convert. Its more of a hey, get on our getting to get into our house and then, if you want to sign up for Emo list and all that, they will do like a retargeting everything else. But I've made the mistake of targeting too big at times and that's going to get you like, Hey, look, my CPC was very, very low. But yeah, you targeted people in your media and you didn't need to, or you accidentally left on the facebook audience preferred network or whatever. Yeah, twitter has their version as well, which is like the worst and it's cheap, probably cheap. It's absolutely cheap. You'll get you'll get a great result out of that. Well, you'll get results, but they're not you're probably looking at the wrong result, absolutely, because it's like it's just some kid on its phone having to tap something to get to the next, you know, level in his game. Yeah, and you get I got to click over to my website. You who? But you know he's never going to buy from you. Nope. That's the mistakes I've personally made. They go, okay, now I've got a super try. I got to pay more, you know, per click or per view or whatever, but they're better quality down the line and some. But I want to we talked about a couple mistakes here. But you know, people want to get a quick win. What is can you get quick wins? Yeah, facebook add and how do you achieve that? And what does it look like in your mind today, in two thousand and twenty one on Facebook ads? Yeah, and I guess the lack of knowledge by some facebook advertisers allow us to achieve the quick wins. I'm going to go back to some things I talked about. Number one is put a retargeting campaign in place. Right, you're getting traffic to your website every day outside of facebook that you're either aware of or unaware of. You know, logging your end a looks account and see like, Oh, I get a bunch of people that click over my site every day. A simple addition of a retargeting campaign where you can spend like one or two dollars a day literally, like Hey, I'm going to show them this video which talks about what we do and why we do what we do. You can put a dollar a day to that and you can only target it to people that have visited your website and let's say the last seven days or last month, it doesn't matter. That's a huge thing. You're a lot of people come into your world and they're generally interested in what you have to offer, but they're busy right and they don't they're not going to like take action necessarily right away. So... need to be thinking about like people are going to have multiple interactions with you and your only job is to say, top of mind, and it just takes a little bit of extra effort to make sure that you do that. So it's you know, it's not like, Dang, they didn't convert the first time through to my website, like well, yeah, of course not. You know, they didn't need it right away, but you have this opportunity to reconnect with them. So that's the first thing. The second thing is this is always something we try to do with with a new client is you've got all these people, especially for people that have been building a list. All right, this is like you have a customer list or you have a prospect list. What you don't realize is that only about ten or fifteen percent of your emails ever get opened and you've got this big amount of people in your list that aren't connecting with you for some reason. You think they're opening your emails all the time, but they're not. One of our favorite things to do is take that email list, we take it o out of mail chimp or active campaign or effusion, soft or sales worse whatever, put it in as a custom audience and then we run an offer, you know, we run an add to that list and like, like magic, there's like money being made right there. You go all we ring the Bell Right, yeah, I think that's then. It is your interest. You just said that. It made me go perk up because we just moved our email provider from we use we use autopilot for years, okay, and we've moved over to hub spot now, okay, yeah, and so I've got a pretty decentized email. This for the lab and I see you know those people and hub spot, I can I can choose to not send the email to those who haven't opened the last like eleven emails or whatever. Sometimes I'll email in anyway just to see, but they still don't open it. Then you get a lot of Bun subscribes. Right, your open rate is horrible, but that's a great idea. Take that list of people and go, boom, let's run add at them real quick and reengage and then it'll buy it and I'll buy the way. All those unsubscribes are also valuable. Just because they unsubscribe from you doesn't mean they don't like you. It means they don't want to get email right, all right, but you put it off and there's a reason they signed up for on your list at some point. Maybe it's just like hey, I get too much email and I don't want to read it right, but now I'll see you can't reach them because they're own subscribe. You put them in that list, into port of men, and also you get an ad in front of them and like Oh, yeah, I remember Scott Boom. Yeah, I'm going to buy from him, like that's what it's about. That's an interest you. I think a lot of people don't do I think most people don't do that. You UNSUBSCRIBE. Well, we can't touch him anymore, you know, we can't talk to him anymore. So especially during you know, I know. You know, the last year I've gotten where, I've cultured up. You know, I've really called down all the emails that I get and I'd like some of these people. I buy it problem, I just I don't want the email anymore. Yeah, and I may still buy from them later, but but you got to remind me who you are. Maybe down the right. Absolutely, it's a great idea. Now there's no. Is there any from the email side of it? If someone is, you know, unsubscribe and I use their email to target them in an ad, is there anything? I know the col there or I don't know. I don't, I don't. I don't think so. Yeah, yeah, that's far as I know. Yeah, and yeah, I don't think that because, specially because if you use as soon as they came in and you put them into our targeting, you're already target them on facebook. That would probably be the one big key to as well get them in there and facebook start targeting them. I mean, the real secret is you need to touch him in multiple media. So if you're doing a promotion, you have them on your email list. You should be sending facebook traffic to that list as well as emails, and in fact you should probably send them a postcard or a letter to at the same time, like you really want to like do marketing right. You know that's what you gotta do. So I'll send it well, in Orange Wig. Yeah, there you go. That wouldn't that won't be too expensive. Quick wins... ads, our video ads quicker wins in your experience, versus photo ads or links or what do you think they're? That he was interesting. So about four or five years ago I went to facebook AD headquarters in Austin and I was there with a bunch of their good for me, by the way. Oh Cool, I love Austin. Austin is fantastic. What like you talked about a hot city, not temperature wise, but like everybody's moving there. It's fantastic. It's keeper living here. So it's going to get expensive soon because everybody's moving in. But but I digress. Spend it. Spent a couple days there with some other advertisers and it was interesting what they emphasized. Almost every speaker talked about video, and this is back in two thousand and sixteen and it was interesting and in fact, the vice president of the news feed, that's a great title, isn't it, said, Hey, facebook is essentially a video company. Now I went, okay, all right, this is important. So I went downstairs, I went outside the building, I was on the sidewalk. I called my current business partner, Brandon Boyd. I said, Brandon, this is what I just heard. I said facebook is a video company. Like we've got to get into video. That's how I form my company, feed stories. It's our tagline is great videos that sell well. Video is important to social media, as everybody knows. Video is important because it's the most consumed content on mobile devices and if you have looked at your server logs or analytics at any point in last couple of years, you've noticed that about eighty to ninety percent of the people who come across your website are doing so mobile. All right, ninety percent of the people that use facebook are on a mobile device at least part of the time. So this is really critical. And Video, we have found, does two things. Number one, it gets it gets better engagement and it produces higher quality leads. Now we still use images in our ads. What we find is we can get cheaper ads but the quality is slightly lower. So we found that adding a video helps us a while it may produce a little bit higher cost per lead, we get a better qualified lead. Okay, now I talked about a strategy which, you know, we haven't gotten into. Iowas fourteen and I don't want to get too deep into that because it's like but I always fourteen essentially says, Hey, all the apple users facebook, we used to tell you everything about them. We're not going to tell you anything about them anymore. So you don't know if somebody on an iphone clicks on your ad and goes to the site. Well, we're not going to tell you about that anymore. So that's going away. But what's not going away is the fact that facebook still knows that you, Scott, watch this video for fifty five seconds of the sixty seconds. I love video advertising because I can now run a video ad. Let's say I create a one minute video. I can keep track of everybody that watches ninety five percent of that video, seventy five percent, fifty percent, but let's just say, Hey, I'm going to put an ad out there and I'm going to keep track of everybody that watches at least half of that thing. Well, if you think about it, thirty seconds in terms of Internet time is about two years. Right, it's an eternity. We have consistently found in our testing that a landing page visitor versus a video of viewer, like the video viewer wins. They convert better because what they've done is they've invested more time in your ad, invest in more time in your offer and therefore better qualified. Now you can increase that time frame. Like what the really sweet spot is a ninety five percent visitor, ninety five percent viewer. If you run a video ad and only retarget people that watch ninety five percent of the video ad you put on the news feed, you've got an amazing audience to retarget and, Oh, by the way, it's immune to this whole I was...

...fourteen thing. That's going on. So right, so you don't have to worry about, oh, is it iphone or Ipad user, and did they see the offer on my site? No, you can just say, Hey, I'm going to put this offer out and I am going to only start. I'm I'll say this way. I'm going to start a conversation with these million people, but I'm only going to engage in the conversation with the ten percent of that million that actually engaged with my video for ninety five percent of the Times. that. Does that make sense? Yeah, yeah, that targeting, that ability to be so granular is so key crucial because, like you said, if they watch, I look at videostats a lot and half when they don't want mute it, I really don't want to anything to do with them. But at the only watched three seconds of your ninety second video. They didn't. They didn't watch it. They right, which facebook wouldn't count that as a view. Well, you get charged in the three second more right, you get charged into three second mark. Okay, that's the unfortunate thing about it. And then they have something called a through play, which is either ten seconds or fifteen seconds. They keep changing, I don't remember. That's why I like to have a baseline of like a one minute video, because I know at like at the fifteen second mark, at the thirty second mark, those are good benchmarks for me and you know, I could I could retarget that and let me give you a videoship. By the way. Don't run a video ad without having captions on it. Like Oh yeah, I mean come on, like sixty percent of the people that scroll through facebook have sound turned off. It's because they're looking at it on work, at work, they're doing it in the bathroom, right. That's so like you, like they give you the ability to generate captions. Don't run a video ad unless you have captions turn on. Like that's just a rule, all right, because if you don't have captions on, proof, they scroll right by. Yeah, you need you got to. You got to catch these people's attention and really, really fast and give them a reason to keep watching more. That's why you seem less and less videos now with, you know, Intros to the used to be. Remember, the Intros were always the thing, like we know, but not writing. Yeah, yeah, it's standard, like hi, I'm Scudder, I am from Acre a pulse, and you know, it's like no, get to the point. So, yeah, we've even feed stories, made a ton of ton of like errors like that, and we we know now, like, if you're going to do a video, the first seven to twelve seconds has to punch in between the eyes. Right, if it's spending money on as an ad. Yes, waste their time. Yeah, I'm with it. So that's that's interesting. The not the ninety five percent. I think that's you can get people to watch that much of it and Retargem the IOS fourteen things caused a lot of people problems and they'll keep changing, even like today, I think fate's going on right now. So Fa to whatever they call it, facebook. I think so. I know they just announced, we were making announcements as we speak, about the Messenger API on instagrams opening up and we're one of the partners with facebook. So that's kind of exciting for us well On our end, to be able to do some fun things with facebook at, you know, instagram API that we haven't done before. I mean, what is what is driving people to do? You know, that whole thing there is it's great. This is great for facebook and instagram because it's forcing advertisers to do everything inside their own ecosystem. Right. So if facebook's goal is to have people not log off of facebook and Lea Facebook, this is actually a good thing for them. Right. Let's like, let's pull back the curtain a little bit. You know, their whole goal is to like keeple logged into facebook and if they're not click into your site, well, they're still on facebook. So they want you to do everything inside of there. It's kind of force in our hand, you know, we got to kind of play the hand we're dealt here, but that's kind of the like secret thing. It's like you're going to have to do everything inside of their ecosystem. They're even creating something to compete with shopify, by the way. Oh yeah, they don't want any instagram. You can already. You can go on instagram right now and buy whatever without ever leaving the APP. Yeah,...

...and facebook is it will start doing all this same stuff. You're putting millions of dollars into that e conversation infrastructure. Well, it makes sense for him because they don't want you to go away. So, yeah, I we think as an advertise, and this isn't her I mean I don't know if you've tested this, but you know, do your ads convert in or maybe even a cheaper price when you do kind of keep them within the facebook ecosystem? Is it cheaper for yeah, of course of this. Yeah, and that's and that's just part of the game. I mean it's same thing like on Youtube. And if you send people outside of Youtube, they don't want you to do they want to stay in their little height and don't leave the room. For sure. How can how can we? We get a few more questions there with the we're talking with Bob Regular I see I haven't forgot how to say your last name, man for forty minutes. Pretty good. So I get I get a bell for for them, or I should have gave myself. I should have gave myself applause. Thank you. Thank you very much, but why I got you here? A couple more things I'm curious about. You kind of talked to touching this a little bit with having, you know, the captions on videos. Run a video as makes you have captioned get to the point, boom right then something shocking in the beginning. It stops to scroll the whole I mean we think about a live video and I do a lot of Amazon live stuff as well. I'm not really at Bob and Amazon right now and part of that is that pattern. Interruption is a big deal for me on live video. It's a reason I, you know, I'm wearing this, the reason I've got odd things all behind me is pattern interruption. I want to stop the scroll. So someone's throwing by the going to what in the world why is this guy talking on my screen? And so adds are very similar. You know, you got to catch attention. So how can we increase engagement on our FACEBOOK ADS? And when when we say engagement, I guess that can mean many things. People comment in all that stuff or clicking. But how can we increase engagement on those facebook as? That's so important. Well, so, video and captions are two of the things you want to be thinking about. And if you look at the way of facebook add is structured, the media is most important. So if you come from a traditional advertising they talk about the headline being most important because that's where the eyes go first, but in a facebook ad it's the media, whether it's your image, your video. So yeah, you need to be thinking about the thumbnail, the image, like what is capturing the person's eye first. Attention is the very first currency that you transact with somebody in the news feed. Now what what you're going to see happen? If you kind of look at the way people's behavior is, they get caught by the media, then their eyes go up and they're going to look at your page name and they're going to look at three lines of text. All right now, facebook is playing with that a little bit, but essentially, most most browsers, you're going to see three lines of text. Okay, after that they're going to go down, they're going to see, like, what's all the social commentary right now? You know how many likes, how many shares, what kind of comments are there? And then there's this little thing called the headline and called action. So it's a little bit different from traditional direct marketing where the headline drives things. So I found this to be really important. You talked about the image, but what we are finding to be almost as critical now is those three lines of text that they could read before they have to click see more. We are finding that you got to do a really good job of hooking them there. So the first seven to twelve seconds of a video is important, while the first three lines of your copies important, and it doesn't matter if you're a long copy person or a short copy person. You need to get good at writing three lines of text that Hook people so that they stop. They stop, they see the image, they scroll up and they see what is what is this about? All right, that's really critical. That's a critical piece of this. You can get that nailed, you're going to totally increase the engagement you're ad so when I think of engagement, yeah, I'm thinking of the social commentary, but in reality engagement for me is that they're watching your video or they're reading your copy and then you're moving into the next action. That's that's I...

...found the way to do it and I think the shortcutter, the hack for like how do I write good hooks? Is Study Story, like, you know, once upon a time at a galaxy far, far away, like we're hooked in. So the best facebook copywriters are storytellers and I'm continue to work on that. You know, we're really good at video. I'm trying to get really good at writing those good three lines of copy to hook people in, and I'm studying Donald Miller, I'm salary studying Michael Hague, like I'm studying people that are good at story because I want to know better how to Hook people and I want to get people to stop and read my ads. So focus on your video, put captions on that thing, be really good at writing those screen lines of copy and then if you do want people to like, common and share, you need to ask questions. You need to like you, you know, don't tell them to like. FACEBOOK doesn't like you to say that, but you could be asking questions that get them to generate comments in the post. That's just kind of a four thing I would throw in there. Yeah, I think that's interest in saying how you know. It's just like you go to a website or certain patterns. You can watch heat maps and see how I go at you will you. You were describing how people look at ads and I'm like, oh, that's exactly what I do, exactly right. I'm on my phone and I see a picture and I go or video when I go, what is that? Let me scan, let me, let me scroll right down. You just can we go back down just a tad and read the quick headline? Won't hit see more or not they want to. How can know? It either gets me or it doesn't get me. Just look at your own behavior. Yeahright, I mean, that's because you everything you need to know. That's probably how most people are most at all, but most are going to are going to be that way. Now it's pretty much most. Yeah, yeah, I think so. I mean it's I can't think. I'm trying to think anything up that. Even on Instagram is the same way. I see I see an image and I go back down see what they said and the copy sucks. I'm not going to look at it. Or they hook me with Hey, do you want to be better at this? Yeah, no, yeah, no. I don't write, and that's why I like a lot of my stuff. You know, I tried to and we've tested a little bit, like playing around the emojis and stuff. I'Ven tested ads. I don't think I have to go back and think about that. Oh, they work. We did organically, I know, and they did draw more attention. But that's why I put emojencyes in the subject line. I'll put it in the description of the of the live video. Just it's flame. I use to use the flames. It looks like my hair, just because it it's stock. Well, what is it? The pattern interrupt. You know it's you wants people look at it. And you know I also works. Is because it mimics what a real person does on facebook. Right, right, like the worst thing you could do is go I'm an ad. You come in like a corporate giant. I'm an Adam here to interrupt you, and here's something for sale and we would like you to buy it and we think you need it. No, it's the emojis and language mimics what you would do personally. Well, when people do their own facebook posts, are using EMOJI's there Ugen like flower language, like you need to mimic being personal. That's what the path, the platform is all about. Yeah, and I think, I think, a lot of especially add in business people. We ride our copy and we want to sound professional, we want to be worded correctly, but we don't use you know, I'm texting my wife or something, I don't spell out the word. You. You. Why don't we do that more on our ads and other things, because it's how we talk so well, that's that's an interesting concept and idea, and now you gave me a great idea. Test. Awesome, I'm testing between those two because that would be interest, because that's that's right. I mean we talk like that, you know, all the time in our text and our messages to each other, our own facebook post. Why don't we do it as business as we I guess we were too worried about oftentimes, you know, not looking professional and button up enough, right, which is why lazy marketers go to Getty Images, or I. Stock Photos and download archival footage,... we are. We are marketing to business people and you see them in a fake business environment having a fake business meeting. Right. I guess you've had some sound effects. It's been good and like why? I can why doesn't that work? Right? Yeah, that's yet the getty images ones is the worst one. Yea. Yeah, so, I mean, I love this conversation. I think we could probably talk for like another hour too. But what's another like piece of advice to help us that you can leaves before we hop into the next thing we want to do real quick, like what's what's something else that maybe we're missing, our people in general missing in making their facebook ads suck. I think we touched on a lot, Scott. I think. I think people who take a more some approach to it, who have more fun with it, who think in terms of story and think about who am I really trying to reach? How do they engage with facebook normally and what's going on in the lifee. Right now that I can, I can interrupt them peacefully and not have the and not piss them off right that's these are the people that are winning on facebook these days, is they're putting these things into account, right, and it does it. It's not normal, all right, it's not normal because you've got all this like, well, this is what advertising should be. No, it's if you can relate to your audience really well, you're going to win, and that takes research, it takes work, it takes some ingenuity, but that's how you're going to win, is you're going to relate really well to your audience. Now, is being, is being, just one last thing, becauld? You mentioned it. Is Be is being controversial and add work, or is it give you too much negative responses in the end? Well, polarization is not a bad thing. Be careful when you play with fire, because you might get burnt. Yeah, right, but you know there's there's people in certain markets where it's like, you know, like the Alpha Male, like you're going to be Alpha male and all the sheepish ones are going to go away and the ones that like, yeah, I want to be that too. You know, that could work, but be careful. I would also be careful with humor. Everybody Thinks, Oh, I'm going to write a funny ad. Well, it's really hard to be funny. It's actually the most it's most difficult thing to do. Most people would do humor Ron and it will completely backfire on them because what you think is funny is not what the market thinks is funny. Yeah, and usually what I think is funny, no one else thinks it's funny. It's right, kind of like you're an advertiser like Michael Scott. Right, you think your Walt. In reality you're like completely clueless. Right, you know what's a term less offensive than Mexican? And you know Oscars, like it's not. It's not offensive. Yeah, but what is a term that's less offensive? It's like, no, you don't get it, Michael, I love I love the office. Yeah, no, our that. But there's I mean there's a great way to think about how their wedding social well, I guess there was some social media then, but yeah, well, yeah, when a lot I wouldn't I think my space was was still there. My space was the the platform. And Yeah, but I think these book just came around later in that show. Think if they had that and that. Yeah, well, very cool, Bob. I appreciate you hop it on the show and then let you pick your bank brain a little bit about ads. Feed stories is one of your websites. We also pub posted the ultimate fbcom to find your book. If they go over to feed stories, what are we going to find there? We walk into that room in your house, you are going to get into the video that sells environment. We're going to talk about three types of videos you need. You're going to see more examples than you'll ever need about all the different types of videos. We could create a and just just learn about different ways you can work with us. We do core marketing packages if you want to create like an about us, a big Y video. Core marketing and sales videos that are designed to be in the news feed. Use Youtube ads. Were excellent at testimonials in case studies. It's one of...

...our secret weapons. Testimonials generally suck unless you ask good questions. We ask really good questions and make you look really good, especially if you have like a high price program paying somebody to do really great video of testimonials would do wonders for your program. So you'll find out all about that stuff. And then we've got so much free training there it's almost embarrassing. Well, never gonna have too much right. Well, very cool. I appreciate you. You being on the show with those here today. This is a blast and you know, to be interviewed by somebody in a red and an orange with like that and it's absolute pleasure. Well, the pleasure is all. I appreciate you. If you're down in Austin anytime, hit me up. I'm not too far on the road. We will probably be down there in a couple of months. So if I'm not going to at your door just oh it's that guy, I would say. So, don't open. What you're saying. I appreciate your Bob. It's been awesome. Thank yous. Be Appreciate.

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