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….I’ve got a good friend of mine coming on, a Facebook ads expert, and he’s agreed to do some Facebook ads training today here on the podcast. And today we’re going to be really talking about how to find and drive traffic using Facebook ads and increase sales and we’re going to do that with, again, like I said my good, friend Mr. Rick Mulready. Now, before we jump into that, I already recorded an episode, last episode, which was Monday depending on when you’re following along here, and that episode was 392 and we talked all about offers.
Now, we’re going to talk a little bit about offers here today, again, on the Facebook ads training that we’re going to do here but I just want to be really, really clear that traffic is super, super important when you understand what to do with it. Now, having a great offer is what we need first, and we already covered that. So if you missed that you are going to want to go back and listen to that. It’s really going to connect the dots when we can now go into, how do we go out and find the people that we can show this offer to? And that’s where Facebook ads come in. There’s a lot of cool things that we can do with Facebook ads but the thing I love about Rick, is he keeps it simple and we break it down, beginner style but then we also get a little bit more advanced. You’ll hear us talk a little bit about all of that.
The other cool thing that we’re going to be doing because a lot of the stuff is visual, you can’t really see it on an audio podcast, so he’s agreed to do a live workshop. And we’re going to be doing that this coming Tuesday, August 8th, at 1 P.M. Eastern time. Again, that’s Tuesday, August 8th at the 1 P.M. Eastern time. And you can sign up and register, and grab your spot by heading over to http://theamazingseller.com/fbtraining. Again that’s theamazingseller.com/fbtraining.
[00:02:03] Scott: You might want to pause this right now, do it if you’re not driving, do it right now, grab your spot, this is going to be amazing. I have never done this before with Rick, I’ve never done it with anyone by the way. Rick, is definitely the guy that I go to for Facebook ads stuff, and I’ve reached out to him numerous times.
I’ve dabbled myself in Facebook ads, all the way back even into my photography business and my online digital products business in the photography space. So I’ve had my hand and I know the power of it but it’s evolved so much and now we’re adapting it to ecommerce businesses and Amazon businesses, and all of that stuff. So, I am super, super excited to have him on. Again, if you guys are thinking to yourself, “I want to be able to build an email list, I want to be able to get more sales, I want to be able to find my audience,” This is definitely going to be something you’re going to listen to. Today, this podcast you definitely going to want to listen to, and the additional training that we’re going to be doing on that workshop.
Let me just kind of remind you, if you didn’t listen to the last episode or any other episodes that I talk about this, the power of building an email list or directing traffic to an offer can do so much for your business and this is where it’s really heading in my opinion. I interviewed another guy that he manages seven figure brands, and they build email lists and they use Facebook ads. So, let me just going to run through a couple of the big things and the reason why you want to be building an email list.
Again, the traffic is going to basically also piggyback off of this and I’m going to explain. We can launch products, we can create raving fans, we can survey what they want, we can learn what to sell them next, we can create community, we can help or they can help us share content and spread the word and here’s where Facebook comes in as well. We can retarget using that email list on Facebook. Now, if you don’t know what that means, it’s pretty powerful.
[00:03:59] Scott: They have this nice little thing, a little pixel and let me just say that Rick is going to talk all about this stuff in detail. You take this little pixel that they give us, and once someone hits our page and lands on our page, we can then retarget them. But here’s the other cool thing, once we have an email address we can upload that into Facebook and then we can go ahead and show them another ad directly to that person. Did you hear what I just said? Like, we can put our billboard, our ad, our products, our services, our offers, in front of people that are on our list.
But here’s the other cool thing and this is where it gets really crazy, we can also then create a lookalike audience inside of Facebook. What does this mean? Well, it basically means you take someone’s profile, you take someone’s email, and then Facebook will go out and it will find matches that are similar to that person and it will create a lookalike audience. You can take a list of a thousand people or even 500 people and turn that into 100,000/500,000/1,000,000 people that you can get your offer out in front of that are your target market. Crazy, right? I mean, insane. So I can go on and on and on.
But I just wanted to kind of prep you guys because this is what I’m talking about. We have to be able to take our traffic and direct it to our offer. We talked about offers last time, today we’re going to talking about traffic and Facebook ads, and all that stuff. So I’m going to stop talking now so you can enjoy and you can learn and listen, and you might want to listen a few times because I’m telling you there’s a lot of meat right here and you’re going to learn a ton today. So I’m going stop talking so you can enjoy this great conversation, this great training that I did with my good friend, Mr. Rick Mulready
[00:05:34] Scott: Well, hey Rick? Welcome back to the podcast man, how you doing?
[00:05:38] Rick: I’m doing great Scott. Happy to be back on here man.
[00:05:41] Scott: I’m fired up to have you back on man, it’s been a little while.
[00:05:42] Rick: Yes.
[00:05:43] Scott: Yeah, I know you have traveling, you’ve been bouncing around this stuff but you know, you and I have been talking about doing this for quite a while because my audience really does need Facebook ads help. I know you’re the guy for that. I know that just personally because I’ve had a lot of conversations with you and I’ve been following you even before you and I became friends and stuff and I’ve learned a lot of the Facebook ad stuff through your teachings. I said, you know what, you know, we’ve got to get you on and I know our schedules how to get aligned and all that stuff, and we finally got to make it happen here.
[00:06:14] Rick: Here we are.
[00:06:15] Scott: Yes, here we are. So that’s what I want to do, I want to really just kind of dive into basic stuff and then we can lead them through, maybe we can touch on a little bit of, a little bit more advanced stuff. Maybe we could touch on retargeting and stuff but are we are going to be doing a full-fledged workshop on this because I think it’s always better to actually sit down, roll up our sleeves and actually see exactly what you’re talking about. So again, guys I going to remind you we are going to be doing a workshop where Rick is actually going to walk us through a lot of what we’re going to talking about today but even in more detail, and that is, again, Tuesday, August 8th at 1 P.M. Eastern Time.
So definitely go register. I’ll give you guys the link its theamazingseller.com/fbtraining. I’ll put it up in the show notes as well. But guys, you’re not going to want to miss this. Rick is, just great at this, he really has a good way of teaching it as well. But a lot of times people overcomplicate things Rick, I think a lot of you have a really good way of breaking it down. So what I want to do today though, is I really want to give people the basics and get them where they can set up their campaign in a sense or just even start understanding targeting and stuff like that. So where should we start?
[00:07:25] Rick: Yeah, I mean, you got to start… Thank you by the way for saying that. That’s one of the things I’m most proud of is taking concepts that are a little bit obscure, especially like Facebook ads and really breaking it down such that you’re listening to it, you’re like, “Oh, okay,” the light bulb goes off, “Yeah, I can go do that right now, implement it in my business and then see results right away from that.” So the first thing that you’ve got to be thinking about when you’re getting into Facebook ads, and this… It sounds so obvious but yet this is the step that number one, is missed by so many people. Maybe skipped over, is a better way to say that.
Then also number two is that, this is really what separates the people who are profitable with Facebook ads from those who lose money is that you’ve got to start with a strategy, you’ve got to start with a game plan for what you’re going to be doing with your Facebook ads. What I mean by that is like what’s the whole goal of your ad campaign? Why are you doing Facebook ads in the first place? Are you trying to sell a physical product? Are you just trying to drive traffic to a piece of content so that you can get people to opt in and then follow up with the emails? Or whatever it might be, you’ve got to be really clear on what you are trying to achieve with your ads.
Too many people just throw ads up and they say, “You know what, I see my friends having success with their Facebook ads and they’re making money off it, so I think that it’s time for me to do the same thing.” Awesome, but you’ve got to start with a strategy in place, and then the other thing they hear from people too is that they’re like, “Well, I just want more people to see my content. I want more people to see this post.”
Again, okay, but why? Like if you’re going to spend money to do that, what’s the strategy behind that? And you’ve got to start there. And sort of the best way to do that, that I have found is really working backwards. Like start with your end goal in mind and work backwards from there. So if my end goal is to sell X, Y, Z, product or service, what are the steps that need to happen in order for that to take place? All that starts with a Facebook ad.
[00:09:27] Scott: I love that too, and I love how you work backwards. I talk about that a lot even just with, you know, launching your first product on Amazon. Like we have to work backwards, we have to say like, what is our end goal. Like what do we want to sell? Why do we want to sell it? And then what is the actual target? Like what are we shooting for? And then kind of work yourself backwards. I love it that you kind of work the same way so it’s easier to do that.
We have to have a target. For a lot of people, and I’ll just throw it out there, but there’s a couple of different reasons why, myself personally, like I’m using Facebook ads. You know when I talk to this privately a little bit but we’re doing a lot with contests and giveaways around our market to attract people that are in our market, and then down there, we can either retarget them or then we can send a follow up messages. We don’t directly necessarily sell them on Amazon, we could but sometimes when you do that, you drive traffic directly to Amazon and it doesn’t convert, that could hurt or conversions there.
So sometimes you want to have like a little buffer page, in a sense and for me, that’s really what I’m looking at. Is like how can I get traffic that’s targeted? But then also how can I intercept it in kind of qualifying before I actually send them to the buy? So with that stuff in mind, maybe we can kind of work with an example, and then we can kind of work backwards from that. What would you suggest that I do if that was like my game plan? Like what’s the first step? Like I know we’ve got to go work backwards, so let’s work backwards.
[00:10:46] Rick: Well, so if the goal there is, I want people to opt in first. Like, “Yes, my ultimate goal is to get them to buy.” But for this campaign, our goal here is to get them to opt in, join the email list, I can follow up with them, with a special offer, join my contest or whatever. So the end goal there is to, okay, we want them to opt in. So, not only does it clarify what the strategy is but it also tells you when you do this.
I’m a very visual person, so I’ll literally like map this out, like I’ll draw it out of my white board here for example where it’s like, “All right, if my goal is to get people to opt in well, that means I need to opt in page, I need a thank you page, I need to have my messaging, I have to have the offer clear for my Facebook ad, I have to have the ad in place, the targeting.” So it gives you all the steps that you need to have in place for your strategy or your sales funnel, all the same thing here.
That’s really where we would start as like, “Okay, working backwards we need to set up those landing pages and a thank you page, get the pixel placed on the thank you page so we can track those conversions.” And then what happens after they opt in? Is it, are we following up with them with emails and so forth? Okay, cool. We need to make sure that our email provider is connected to our opt-in page.
So it’s telling you all the steps that you need to have in place. So once we know that I would be very… Like the first thing from there, okay cool, we’ve got our strategy in your place, what is our offer? Yes, we want people to opt in. What are the opting in for and for and how are messaging that offer to our target audience? Are we being clear on the offer that we are making to that target audience? And I say clear, obviously, they need to know very quickly in reading your ad or looking at your image or the video that you’ve got for your ad, that they know what it is that you’re offering, and you’re being conversational in that copy.
[00:12:48] Rick: On the conversational part, we have to remember what Facebook is. It’s a social platform, it’s a conversational platform, so the ads need to reflect that type of conversation feel, to see what we’re putting out there. That’s where I would start. Once we’ve got, once you’ve got the steps in place and what we’re going to take people through, then we want to look at what the offer is and how are communicating that.
And then also I would say, yes just as important maybe a close one be a very close is that target audience. Are we being really clear on who we want to be reaching with this offer? People often say, and I actually used to say this is well is that targeting is the most important aspect of your ads. And absolutely, it’s very, very important. But you’ve got to start with clarity around what that offer is and then who you want to target, and then once you know that, then you can go into Facebook and start setting up, there’s different target audiences and we could spend a whole conversation on the target thing.
[00:13:52] Scott: Right, right. I know that we’re going to go deeper in on the workshop, and all of that stuff. And I know that, for anyone listening, like there’s a lot of little pieces here that kind of go together. But like Rick said, if we work backwards we can figure out what those pieces are and we can build the thing. Like we have to kind of build the thing before we can drive traffic to it, so we have to figure that stuff out. But, again, like you said, it does ultimately come down to once… Let’s pretend everything is built, we have to figure out where the audience is. Now, if we’re lucky enough to have an email list already, we can do some creative stuff. We can upload the list and some stuff. But let’s just imagine we don’t have that right now and we have to go out there and kind of find that audience. So maybe, and I know you’re going to go into this more on the workshop but let’s just kind of maybe talk a little bit about targeting.
[00:14:35] Rick: Yeah. So if we’re starting with… Let’s just say we don’t have an email list to play around with we don’t have a… Maybe we have a website but we’re not getting any traffic to it. So we’re not dealing with retargeting or anything like that. We’re starting from scratch, we’re going to be targeting cold audiences, meaning those audiences are people who don’t necessarily know who we are. As a business that’s where we get into Facebook, what Facebook calls ‘detailed targeting’ and this is sort of the stereotypical type of targeting that most people think about when they think about Facebook ads. This is what Facebook will call, ‘Interest Targeting’, for example, where let’s say I want to target other Facebook pages on fan pages that have an interest that are similar to the type of audience that I’m trying to reach.
So you can look for it, not everyone. I mean that’s one of the biggest frustrations that people have is they’re like, “Oh, I have the perfect Facebook page, it’s super relevant to my audience.” They put it in there and it’s not an option to target.
[00:15:36] Scott: Yeah, that’s happened to me. That happened to me.
[00:15:38] Rick: It happens to everybody. But this is the opportunity for you and what I like to do Scott, is to keep a list. I am an Evernote user so I’ll just keep like an ongoing list of different fan pages that I think about that are relevant to the audience that I want to reach. And I’ll just kind of keep an ongoing list that I’m sort of testing on an ongoing basis with my campaign. So I’m like, you know what, “Oh, yeah, I never thought about that.” So I’ll put that on my list next time that’s running a relevant campaign that I can put that in there to test out.
So this is really where it comes in to brainstorm different fan pages, and this could be competitors of yours, different groups that have people that’s your target audience for whatever your product or your service, or your course or whatever it is that you’re that you’re selling, put those into a list, brainstorm the list, and then this becomes your working list that you’re going to be testing out in your in your targeting.
[00:16:35] Scott: Okay. I’m going to go back a little bit and because I know the question would be this, “Well, Rick, how do I find those pages? What do I do?” I mean I know the answer but I want you to kind of go into that because I know that that’s a question that people going to be asking. Like I’m sitting there, I’m looking at Facebook and I’m not really savvy on Facebook I’m a user a little bit but how do I find people that might be interested in my market?
[00:17:02] Rick: Let’s start with an actual example. I’ll let you throw it out there or whatever you want to do and we can get a brainstorm it from there. I think it’s a little bit easier to go from a concrete example because there’s a few different directions that we can go with this, and we’ll cover these with this example here.
[00:17:19] Scott: Okay, I think everyone listening knows what my examples going to be, and it’s a garlic press. So let’s just say that my famous garlic press I want sell it to the world and to the masses, and I think it’s an amazing garlic press and I think my audience would probably be into cooking, maybe a professional chef but maybe also the homemaker. There could be a different type of audience but I’m really not 100% sure which one it will be towards but where would I start with that?
[00:17:47] Rick: Well, I would just start right there with what you just said. I mean, those are very broad audiences so we would want to kind of take it in, and hone that in a little bit, but it’s really starting with like what do you know? I mean we all know a little bit about our product or service that we’re selling about who we’re trying to reach with that even if it’s just like that homemaker or the professional chef or the personal chef or whatever that is, maybe it’s somebody who watches like… And so once you have that, then you can start to hone in a little bit. So then it’s maybe somebody who watches…
[00:18:21] Scott: Rachael Ray.
[00:18:22] Rick: I was just going to say, cooking shows or Italian food cooking on the Food Network that sort of thing. And you can start to hone in from there. Maybe you want to reach people who are in culinary school. And so it’s really starting from that broader perspective and then start to kind of hone in on that. And there’s no right or wrong when it comes to this stuff. And people who listen to me, or follow me or my students they know of my like a broken record I’m saying, “You got to test different things, it’s all about testing.” There’s no right or wrong in this, it’s like, “All right, you know what, culinary students might work, so let’s check that out.” So I can try targeting them and then I’m going to have a message that is specifically speaking to that audience or people who are watching Rachel Ray or who like Italian food or something like that.
So it’s starting from that broader perspective but then starting to hone in from there, and narrow it down a little bit. In addition, I didn’t mention this before Scott is that in addition to like the interest, you can look at behaviors. Facebook knows, I think we all know at this point, Facebook knows a lot about its users.
[00:19:34] Scott: Too much.
[00:19:35] Rick: Yes, it knows a lot. And as an advertiser this is a really good for us because we can leverage this information to get our ads in front of our target audience. And so when we’re talking about a behavior, Facebook partners with these third party companies. And I’ll just say, let’s just say like Experian for example, we’re one of those companies like the Credit Bureau let’s just say. And so, well Facebook will track or those companies will track, purchase behavior of people when they’re off of Facebook. But Facebook is since they’re partnering with them, will pull that information into Facebook.
And so what I mean by that is, let’s just say, and I don’t even know this if this were… I’d have to look this up, but if you are able to target people who spend money on like kitchen tools. Well, if that were a case, that would be a very targeted audience that I would want to reach with my offer for the garlic press. You know what I mean?
[00:20:38] Scott: You know that makes total sense, yeah.
[00:20:41] Rick: Yeah for example, I know for a fact that in like the pet industry, you can look at people who are buying pet food for like who is spending money on pet food. So if I’m in the pet niche, you bet that that’s one audience I definitely want to be testing out to target. And the other thing too is that when we’re thinking about our targeting, and I always like to use the yoga example, we want to make sure that we don’t get caught up in getting too narrow-minded on when we’re thinking about the targeting.
So, if I’m in a yoga niche, yes I do want to target women between whatever age or range who are interested in yoga. But, we also can step back a little bit from that and think outside the box and think about the types of publications that they’re reading, or where they might be shopping. So for example, if there are people reading Yoga Journal, my guess is that they’re going to be interested yoga, you know?
[00:21:36] Scott: Pretty much, yeah.
[00:21:37] Rick: Yeah or they might be, and this is a little bit stereotypical, but this is one of those things that you do need to think about, they might be shopping at Whole Foods, you know? Likely shopping at like Lululemon or Lorna Jane. So we’re like stepping back and thinking about our target audience as a lifestyle, and as what they’re interested in. And so that includes, as I mentioned, like what are they reading? Where are they shopping? What are they into? What are their hobbies? What are they doing when they’re not doing yoga? So we’re trying to paint that overall picture of our target audience.
[00:22:09] Scott: That’s a big takeaway for a lot of people I think. Listen to what Rick just said, I mean, we’re really going deeper into the market rather than just the one thing that you’re selling or even in just that market. You’re looking at other interests that you then could reach out and put your stuff in front of. The other thing that I’m hearing and it’s funny, I just got off of a call this morning with a guy that I met him at an event and we wanted to hook up. He’s doing some really cool stuff with targeting and all that stuff. And what you’re saying, is very similar way he was saying this morning. And that you’re also looking at people that are in a buying atmosphere.
So stores in a sense that maybe you’re one audience, like and again, I don’t want to get too technical here, I know you’re going to be going into more detail and stuff on the workshop but like just think about this for a second. Like you have this broad audience and now you’ve narrowed it down a little bit because you might say people that like a certain store. And then from there that narrowed it down but it also about people that actually buy. So what he was doing is he adds like these little filters in there that basically, that says like okay, let’s say it’s in the pet industry, well then you’re going to say but also like Amazon. And then also like eBay, and then also like Walmart. So now we know that they are buyers of them because they like those pages.
[00:23:29] Rick: Yeah and he is getting into what we call like exclusions and narrowing in that target audience. So in that detail targeting section that we’re talking about here, you can say people who have an interest in yoga and Lululemon for example. Or we can exclude people. If we wanted to, we could say, “All right, exclude people who have an interest in yoga but not an interest, exclude people have an interest in Whole Foods.” So we can use that and or the exclusion there to do that.
And the other thing I want to kind of add to this is that, since we’re… If we’re targeting, I will just stay in this yoga example, the Lululemon crowd, not everybody who has an interest in Lululemon is going to be interested Yoga. So we are starting off with that, it’s a very targeted audience, yes, but then we use the ad itself. Meaning the ad image or the video that we’re doing, and the copy to speak directly to those yoga people within the Lululemon audience. And so it’s where we’re sort of starting out with a very relevant target but then we’re using the ad itself to speak directly to who we want to.
[00:24:43] Scott: And you’re also using the ad to attract the ones that are actually your audience. So, you are going to pay if they click on it, right? Or if you’re doing a video ad, I guess then you would do for how much they would watch or whatever. But, for the most part, they have to interact with it some way somehow and then from there, you would then pay. But, again, you’re kind of filtering out people because if you have that thing in there directly that shows your messaging or your content, or just your product, if they interact with it, then you’ve got a pretty good understanding that they’re probably your market.
[00:25:15] Rick: Exactly. Because if you’re doing a good job speaking then I said just doing a good job just meeting like you’re using that ad to speak directly to your target audience, and then people are engaging with it, pretty good chance that that’s your audience.
[00:25:28] Scott: Yeah, yeah. No, I mean, again, we’re just talking about targeting right now, and I know there’s a ton more that we need to go into. But I don’t targeting is a big one that a lot of people get hung up on. And I know we might have even just went a little bit deeper than you need to when you first started. I mean when you first started, it might just be a little bit more broad than that so you learn those things as far as what to narrow in, what to exclude, and all of those things.
[00:25:50] Rick: Exactly. I would say that’s not basic, like that’s a few steps deep into as far as the advancement of our targeting. So, just know that that’s possible but you definitely don’t need to start there.
[00:26:03] Scott: Yeah. So, if we wanted to kind of bring this back to basics, it could be as simple as just finding that page that you think is your audience, throw an ad up there with a low budget and then just see what you’re getting for clicks. And then also looking at the demographics of those of those clicks and stuff.
[00:26:23] Rick: Absolutely. Yeah, that’s another huge benefit of Facebook ads is that the intel that Facebook gives you from a metric standpoint once your ads are running is really, really good. And so you can use your Facebook reporting to figure out if the ad’s doing well or not. And you hit it right there on the head, Scott. Is that you don’t have to start with a lot of money. I mean, you can put $5 to $10 a day into your ads and see pretty quickly, within a few days whether your ad is going to perform or not. And if it’s not okay, cool, change things up. If it is, awesome we’re onto something here. You know, you don’t need to have this major investment in order to see whether this is working or not. You can start off with a small daily budget and you’re going to see what results are really quickly.
[00:27:10] Scott: Yeah, I love it. And guys, I want to remind you, I know we’re covering a lot just in this one little section here but you know Rick is going to break down a lot more in detail on the workshop. Again just a reminder that is Tuesday, August, 8th at 1 P.M. Eastern time, definitely register for that. It’s going to be packed with information and I’m sure you’ll be able to ask Rick some questions there on that. So definitely go check that out, sign up, we’re looking forward to it and I’m actually looking forward to it because I love going through this because I always get a refresher, and I also get other ideas that I might not have thought of because I might not have been there at that time. But now, I’m at that time I’m like, “Oh, yeah we got to go ahead and do that retargeting thing that Rick talked about.”
[00:27:50] Rick: Yeah. You mentioned Scott on that like I’m more than happy to answer questions. And one of the biggest, I think, missed opportunities that people have is that they often don’t stick around for those question time, like the Q&A time. But yet those are the best times to learn stuff because even though you might not be asking that question, somebody else is asking a question that’s, they’re asking you like, “Oh, yeah, that’s a really good idea. I wonder what the answer is to that.” So you can learn a ton from it that way.
[00:28:15] Scott: Yeah, I know that’s 100%, I totally agree with that. So let’s just move on. So let’s say that we get some targeting kind of dialed in and let’s say that we know pretty much what our offer is going to be or should we maybe talk about the offer a little bit to get that right?
[00:28:33] Rick: Yeah, I definitely wish that it. And let’s use the garlic press as an example. So there’s a few different things that just popped in my mind when you said that, like that we could test out. For example, for sure, we could run our ad directly to the product page to buy a garlic press. We’re not talking like, you know, super high priced item here. So we could test that out. The offer could be a special offer where it’s like, get 30% off the garlic press in the next 72 hours or something like that. And they have to give you their name and email address in order to get that coupon code or something like that. You could also, and this is one of those things that a lot of people don’t think about, you can do a contest, like you had talked about before.
But the thing that a lot of people don’t think about is, what if you offered something that would be helpful to somebody who would have an interest in using a garlic press? Maybe it’s a checklist like the top 10 ways to, I don’t know, I’ve tapped top of my head here, top 10 ways to put a great… This is awful but Italian dinner on the table tonight for under $50. Something like that. Where you have a cheat sheet or a checklist that is relevant and would add value and be helpful to your target audience who is going to have an interest in that garlic press. Or maybe it’s five recipes that you can make with garlic in under 30 minutes or something like that.
[00:30:14] Scott: I like that. It even goes back to, it’s funny I was talking to that guy this morning and like something like, easy fast recipes that you can whip up for your family in no time that you might not know of, or something like that. Like something absolutely that’s going to be kind of eye catching but then also it’s going to be, it’s going to be a little hook to it, and then you’re going to want to click.
[00:30:36] Rick: It’s the same approach to that targeting that we’re talking about where, it’s like if I’m targeting yoga, yes I want to target people who are interested in yoga, but I want to step back a little bit and think outside the box and like who is that target audience? Where the same thing with this offer here is, I’m adding value because I’m giving free content away and I’m not necessarily again, you can still test going from ad directly to the product sale.
But another approach like, again taking a step back and saying, “Okay, we know sort of what our target audience, who that target audience is, and what they’re interested in, how to add value to them, that will eventually lead them to this sale?” And so, yeah, like if I’m going to offer five recipes, five garlic-based recipes that you can make for your family in whatever, 20 minutes or less or something like that. And then they opt in for that, they join your email list, and then you follow up with them, well, then there’s different ways you can do it. I mean, you on the thank you page, you could offer the garlic press, have a special offer there or you could just say, “Awesome. Be on the lookout in your email box we’re sending you some really cool stuff.”
So then you follow up with them with, maybe it’s more helpful content, an offer for the garlic press, there’s different things that you can test there but it’s really important to not get caught up in only doing one or doing it one way. Because especially when we’re doing like a physical product or a service or something like that, that we get caught up in, “All right, it’s only this one way I’m going to do it.” We’ve got to remember we got to test different things out and think about how we can be adding value and being helpful to our target audience.
[00:32:11] Scott: Yeah, I know. I think you said that perfectly. I mean there’s no one set thing. And also there’s going to be different reasonings for doing certain things. Like if I’m doing a launch on a new product right now, I’m generally going to do like a 50% off sale.
So if I do a 50% off sale I might drive them directly back to the offer just so I want to get five or ten sales that day through that ad, and I can control that because I can turn it on and off, and I can disengage it but also I could then send them to a landing page that said, enter your name and email address to get your code. And now I’ve got their code or like I’m given their code on the thank you page but then I got the email address. So, there’s a whole bunch of different ways. Actually there was another great way that a guy is doing it right now and actually we’re going to be trying this ourselves.
Instead of driving them directly to the listing page, is to drive them to the page that your product is listed on but not on the actual page, if that makes sense. So it’s on like, if you’ve ever done a Google search and there’s a product page, and it’s got like all the garlic presses on there, like you could drive into that but with your brand name, so only your products are going to show up. And then they would have to click into your listing so your page wouldn’t actually get the negative conversion aspect because you kind of buffered it with your products page which is inside your of your account.
[00:33:24] Rick: Great idea.
[00:33:25] Scott: Yeah, it’s another little strategy. But again, what we’re talking about is just like finding your audience and then figuring out, like you said, what’s the end goal? Like if you’re launching it might be just, “I want to get five or ten extra sales for the next five days, and going to do this, I’m going to run this ad to do this. And I’ll maybe I’ll put an email opt in there just to kind of get some emails too.” Or maybe I’m going to do a giveaway or a contest, and I’m going to want to get some people to share it. Or maybe I’m going to do like you said, maybe you are going to drive people to a PDF that offers to give five meals.
Or the other thing is, another one here to kind of again, really, make this thing advanced is, we could then drive them to a blog post, and then have a retargeting pixel, and then we can follow up with an ad with a special offer on Facebook. But, again, that’s getting like really advanced. But these are just the things that we can do but you have to start somewhere. To me, it’s really about setting up your first ad and then just running it and seeing what happens.
[00:34:14] Rick: Yeah. The idea is number one, is knowing what the opportunity is like that’s what we’re talking about here today and just like you said Scott, is like starting small and then what I tell people all the time is when they’re just starting out is like, look start off with a small budget, be testing different things out, get some momentum and then snowball that momentum into spending more money. So that the money that you’re making on your ad you just rolling it right back into your ads and before you know about that momentum and you get some success there, you’re off to the races in no time.
[00:34:44] Scott: Yeah. And, you know, I love it that you’re always saying that you don’t have to have a big budget in the beginning to start testing. It’s like you’re a big fan of like five, ten bucks. Just do that, run it, and then see what happens, and then look at the data, and then from there keep tweaking and building and you’re getting more intelligent. It’s very similar to us running pay-per-click within Amazon. Like we’re doing that initially, in the beginning to look at the data. Like looking at all the search terms reports, and look at all of the impressions that we’re getting and all that stuff. It’s very similar except now we’re trying to learn our audience and kind of who is interacting with the ads and stuff like that.
[00:35:20] Rick: And that really brings up a great point Scott. Is that, another big mistake that people make is that they get they get all excited, they do what we’re talking about here is they start with their ads in they start with a small budget, but they expect overnight results. But what I always say to people is, you’ve got to have the mindset of, “You know what, I’m going to make this work.”
And this might take a week, this might take three months, this might take six months but it’s all about testing at first, and just as you just said Scott, like learning that, taking that data, learning from the data, making tweaks and it’s all a big game. You gotta be willing to play that game in order to see that success. Can success happen within a few days or…? Absolutely, I’ve seen it. But, often times it’s a longer sort of cycle there where you’ve got to be willing and be patient to test things out and figure out what’s working, what’s not.
[00:36:15] Scott: Patience is a big one. I mean, we talk about that so much within just launching a product but also in using the sponsor product ads inside of Amazon. It’s like people expect to put a dollar in today get two dollars out tomorrow, it’s just not the way it works. You have to pay for the data. It’s like any business. When you’re starting up a business you have to pay to kind of advertise, to get the awareness in. And with Facebook ads I think, what I love about it is once you do you kind of figure it out, even kind of figure it out, you can be profitable and then you can scale it and then start either ramping it up or seeing what the threshold is like. What is it, what am I spending? How much am I getting in return? And when does that start to go the other way?” Then maybe I’ve got to back off and reevaluate. But you can scale it up slowly after you start to learn the data.
And from there then to me, you have an unfair advantage because if you learn Facebook ads and you learn how to drive traffic, qualified traffic to either an email list build that so that with that in turn you get sales, to me you’re ahead of your competition in the Amazon space, or in any space. But for this, we’re talking about most people are launching on Amazon and they’re just using Amazon to kind of push the sales but if we can drive these outside sales, it’s going to help us kind of overcome and kind of like get any other traffic that we can that they’re not getting. So, it’s a big deal, it really is. So, let’s talk a little bit about what we’re going to be talking about, or what you’re going to be talking about on the workshop. What do you have planned for us? What are we going to be diving into? Give us kind of like the outline.
[00:37:48] Rick: Yeah, we’re to scratching the surface here. And obviously this is audio so this is going to be… We’re going to talk about this visually we’re going to be diving more deeply into what… What I like to do with Facebook ads is really how do we create an automated system using Facebook ads to get leads in sales on a regular basis, on an automated consistent basis? And so that’s what we’re going to be diving into in this training. We would be breaking down the steps. In order to do that, we’re going to be talking about the opportunities, more opportunities that exist with Facebook. We’re going to get a little bit, we’re going to go from beginner to a little bit more advanced but this is not going to be, you know, something like, “Holy cow, what is he talking about here?” We’re going to dive into this stuff, we’ve got lots of case studies to share. I love learning from case studies.
[00:38:33] Scott: I love it too.
[00:38:34] Rick: Yeah. One of the big pieces of feedback I get from people is like, “Look, like I want to see what other people are doing, what’s working for them.” We’re going to be sharing that stuff in this workshop here. So, yeah, we’re going to dive into and answer… And as you mentioned before Scott, we’re going to answer live questions, whatever questions you’ve got, I love doing Q&A, so let me know.
[00:38:53] Scott: Yeah, yeah. I know that’s awesome. I’m excited too to be doing this, and like I said, there’s so much to learn but also you can start small and that’s what I love about this, and that’s what I know you’re good at is really breaking it down. You can get as advanced as you want, but you have a good way of breaking it down, beginner level and then we kind of walk through that.
And I know that you’re going to deliver on this workshop. I’m super excited to do that. So guys remember it is going to be, depending on when you’re listening to this, but it’s going to be for this upcoming Tuesday, August 8th at 1 P.M. Eastern time. If you’re listening to this, after the fact, you can still go to this link and hopefully the training will still be up, it most likely will but just go to this link as long as everything, fingers crossed, records we never know when the recording but we hope and pray that it does.
But that you can head over to theamazingseller.com/fbtraining. Again, that’s theamazingseller.com/fbtraining. No hyphens or anything just one straight word there with, FB in the beginning, and then from there you can register for this upcoming workshop and I am super excited to be there, and have Rick kind of lead the ship here and take us through this Facebook ads, this whole experience. Because I just I think it’s a huge opportunity for a lot of us and a lot of people are just afraid of it. So, Rick, I want to thank you again for coming on, I’m excited and yeah, we’ll be there with bells on waiting for you.
[00:40:18] Rick: I’m pumped for it. I can’t wait.
[00:40:20] Scott: All right. Is there anything else you want to wrap up with? Any last little tidbits or anything for this podcast episode?
[00:40:28] Rick: Yeah. I would say definitely join us on the live workshop. It’s going to be a lot of fun, we’re going to dive into this again like I said more visually, I’m going to be answering your questions, we’re going to take you through step by step so that you’re able to walk away from that like, “All right, you know what, I can go implement this right now.” And, as you were talking about earlier, one of the things that I’m most proud of that people give me feedback on is like, “Rick, you’re able to take this concept, break it down into, if you will, bite sized pieces so I can take an implement that right now.” So that’s we’re going to be doing during this workshop. Don’t be afraid to get started with this stuff. And again, like we’ve been talking about here today, you don’t have to start off with $1,000 to see if this is going to work, you can start small and build up from there.
[00:41:09] Scott: Love it, love it. Well, Rick, I want to thank you, once again, as always it’s cool hanging out and chatting with you.
[00:41:15] Rick: Absolutely, man.
[00:41:16] Scott: Yeah. So we’ll see you soon on that workshop. All right brother?
[00:41:19] Rick: Sounds good. Thanks again Scott.
[00:41:22] Scott: All right. So, I wasn’t kidding, right? Crazy lots of great stuff there, lots of things that we can do. But I’m telling you right now, you’re going to want to attend the live workshop because that is where we’re going to dive deeper. You’re going to actually see examples, he’s going to show you examples, he’s also going to dive into targeting and finding that audience because that’s a big one for a lot of people. Where do I find these people? And he’s going to dive into everything in between in this live training.
So, if you’re at all interested in learning more about Facebook ads and going deeper, then you’re definitely going to want to attend this live training. So, head over to theamazingseller.com/fbtraining and you’ll be able to register there. Again, the day is this Tuesday, August 8th at 1 P.M. Eastern time. And I say this it should be next Tuesday. So it’s the next Tuesday that you’re going to be seeing or depending on when you’re listening to this. If it’s after the fact, then just go to theamazingseller.com/fbtraining and you can register for the upcoming workshop or you can watch the replay hopefully, fingers crossed, that there is one and I’m hoping that there will be because I think it’s going to be really, really great content that you get for absolutely free.
So, I want to thank Rick again for taking time out of his day. Awesome guy, awesome friend, and just he knows a ton about this stuff. And just understand this too guys, you don’t have to understand everything right now but you do need to especially, if you’re at this stage of your business where you need to build an email list, you have to know about offers and you have to know about traffic. You have to know about that stuff and this training is for you if that’s where you are in your business. If you’re not, then of course, don’t leave where you are in the process. If your product research right now, stay there come back to this. Because I do not want you to get overwhelmed at all. But if you are at this stage where you’re building an email list to launch a product or to build an email list, so this way here you can communicate with your audience, this is where you want to be.
[00:43:17] Scott: So, guys, that’s it, that’s going to wrap it up. Hope you enjoyed this, I know I enjoyed it and, yeah, hopefully I’ll see you guys Tuesday or on the workshop, and we’ll also be doing some like Q&A there as well. So if you want to ask Rick any questions or myself, we will be there to answer live questions as well. So take care as always remember I’m here for you, I believe in you, and I’m rooting for you but you have to, you have to… Come on, say it with me, say it loud, say it proud, “Take action.” Have an awesome amazing day and I’ll see you right back here on the next episode or Tuesday, August 8th at 1 P.M. Eastern time. I’ll see you around. Bye.
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