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The Secret to Scaling Facebook Ads

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In this episode of the eCommerce Lifestyle podcast, Anton shares a secret that allowed his team to scale their Facebook Ad Spend by 3x!

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In ‚ÄčThis ‚ÄčEpisode:

  • Five years ago at a family reunion, they kept talking about how they saw my ads (which were all with me starring in them).
  • This past reunion, they noticed all my ads were using our customers rather than just me.
  • Facebook Ads are cheap, but once you scale to a certain level, they flatline.
  • Facebook Ads also get saturated FAST. 
  • Images and videos capture the eye much more than text.
Transcripts

Hey, what's up everybody? Anton here from ecommercelifestyle.com and welcome to another episode of the eCommerce Lifestyle Podcast. So today I'm just getting you a quick message this morning. The title of the episode, as you probably know if you clicked on it, is The Secret to Scaling Facebook Ads. And a quick caveat before we get into this, I've done a lot of episodes especially recently, on how we're scaling Facebook ads and I highly recommend that if you listened to this episode and you get value, you go and listen to the others as well because all of these concepts I've been talking about are all things that we're doing in our businesses and they all work together to accelerate your results. So listen to this, listen to the others, and they'll help point you in the right direction when it comes to growing Facebook ads profitably.

Also, if you're listening to this and you're brand new here and you're not part of our community yet, I run a company called Drop Ship Lifestyle. We are the first and only course to be voted best eCommerce course by Shopify. Yes, the biggest platform with over 800,000 stores. They Voted Drop Ship Lifestyle best eCommerce course. So if you want to learn more about what we do there, go to dropshipwebinar.com. d-r-o-p-s-h-i-p, webinar.com. You can even do it on your phone and I'll give you a free list of 237 niche ideas in addition to a free training. So definitely go check that out.

So today's episode, and the reason I'm thinking of this right now is because this past weekend for the past four days, actually, I've been in Pennsylvania at a family reunion. We got 50 people, everybody comes together, we hang out and cabins barbecue and do the normal family stuff. Right? nd what's interesting is the last family reunion that we had was five years ago now, maybe four. Four or five years ago. But at that one, it's funny because a lot of my family is entrepreneurial, especially the younger generation. They were all talking to me like, "Oh, I saw you know, this ad on Facebook. Then I saw it on YouTube", and the ads that they were referring to back then were all ads of me or either just generic stock photos that we had run for a long time, even back four or five years ago.

And it's funny because back then there was a lot of that, right? A lot of, "Oh we saw you, we saw you, we saw you." But at this reunion they were bringing up different customers. So this what was interesting, right? They were still saying, "Hey, you know, Anton, we've been seeing your companies ads everywhere." But they weren't saying they were seeing me, they were talking about different customers of ours and they were talking about what they knew about them and that really just reinforced what I have been working towards, which is to help to use user-generated content and make that our primary focus.

And we've been doing that for a while now, but just to hear this real world feedback, almost like, what do you call it? A sample group that... it reinforced that it's actually working. So let me tell you why we do this, how you can do it, and how this has allowed us to scale pretty much to three times what we to spend on Facebook ads and still do it profitably.

So what happens especially when you're starting out on Facebook, if you're primarily doing remarketing, is your audience gets saturated quickly. Meaning of the people that you're showing ads to, they are going to see your ads in a relatively short amount of time, especially if you have any type of budget behind you. Because Facebook is very, very cheap to advertise on. And if you think it's not, then go through my Drop Ship Lifestyle Program, learn how to do remarketing, learn how to do everything else right, and you'll see the kind of crazy return on ad spends you can get it, because if you do it right. It's extremely profitable.

So yeah, what we used to do is again, have either me doing selfie style videos or use generic photos of different products and we'd run them. And what would happen is we would try to scale our budget, right? We would spend more because, "Hey, we're getting great results at x amount of dollars per day. Let's double that and get double the results." And what would always happen is we would spend more, but the results would not go up side-by-side. In fact, they would sometimes stay flat.

So it got to a point like, "What can we possibly do here? We want to spend more money, we want to make more money through Facebook as a channel", but every time we try to spend more money over our budget at that time, we just couldn't do it where the profit was worth it. It wasn't going up enough. So what we decided to do as a team, and this is again, probably a couple of years ago, is instead of using all of these generic photos that everybody's using, instead of my face being everywhere, doing the selfie style videos instead of it all being the keynote presentations that I do. Why not reach out to customers and do what we do anyway, which is ask them for reviews, but ask them for image reviews and ask them for video reviews.

And we do this, I actually teach this also in my coaching programs, our post-purchase followup sequence, which is asking people and incentivizing them to leave quick video reviews and send in photos. So I do teach this, and again, it's something we've been doing for a long time, but what we typically do with them is just have them on our product pages. So I'm at a stand up desk right now, so if I sold the stand up desk, you bought one from me, I would email you five days later depending on delivery time. And I would ask you to send in a video review of how it looks in your home, a couple photos of it. And in exchange for that, I either give you a free gift, a discount code or something that would be worth your time. And again, what we would traditionally do and what we still do is we put that media on the product pages.

That way when your friend is looking for a stand up desk, they go to our website, they see, "Oh wow, look, there's a video of one, here's what it actually looks like in someone's home. Oh, there's a photo of not just the generic stock photo." So that's always helped with conversions, always been more than worth the time to go back and forth with customers to get them, because it is a lot of work to get reviews but always been worth it.

But what we started doing was repurposing them in ads as well. Because here's the thing, right? I spoke earlier about how Facebook audiences get saturated quick, meaning they see all your stuff relatively fast if you're spending money. So what we started doing, because when people, and if you're looking at the video right now, just picture you're on your phone, even open your Facebook app and scroll through it and see what you're paying attention to.

The first thing that's going to catch your eye is the media. So that would either be an image in a post or a video on a post. That's the first thing that eyes are just... we're conditioned to, that's what you go towards. So when you're running the same ad again, let's say you're selling a stand up desk and you're using a supplier provided stock image, and that's your retargeting and the person scrolling through, they see it, they know what it is right away. Okay? They close their phone, they take a walk, they pull out their phone, they go to Facebook, they scroll through, you're getting another impression. They see your stock image again. Okay? They know what it is. Then maybe they see a video of you talking about it. Good. You're switching something into the mix. But then they see that again and then they're blind to it. Right?

The key here, and this is what we did, again, this is the secret, one of the secrets to scaling Facebook ads is to mix in all of this user generated content. That way, instead of just having one video of you talking about your desk and instead of having that same stock photo, now you have, let's just say five different reviews with either a video or an image. And when the person's scrolling through their feed, they're gonna have at this point, if you have your stock photo your selfie video, and five user-generated pieces of media, you have seven different opportunities to stop them in their tracks as they're scrolling, get their attention and get them to click.

And the reason this works so well again is because the media is what draws them in. So seven different chances to get them to stop and look. From there, what they're going to look at is the headline of your ad. So the text that goes under the media. So that's where you can maybe leave a review. Let's say you sent me a review on a stand up desk and you said, "I stood on this thing and I can't believe it supports my weight." Right? Something like that. Well, I would have the headline be something like that. So now the person, again, they went to my website, they saw stand up desk, they went on Facebook, now they see a video of you standing on yours and under it it says, "I can't believe this thing held my weight."

The third thing that people's eyes are drawn to is the description, so that's the the text above the media. And that's where I would say , "John just got his stand up desk delivered. It supports his weight. He looks like he's about 200 pounds, not only that, but these things come with a one year warranty. We have fast shipping..." And then you get into your sales pitch, right? "Be sure to buy today from Antonsdesks.com here's the link. So you're basically using this media not as a direct sales message, but as other ways to capture people's attention. And when you do this, when you have different pieces of media, you can really scale, because it's not that same boring image of a desk with a whited out background. It's people actually using these things. Even if it's just photos, again, it's better than what you're already working with. So definitely ask for that.

One more quick tip for when you start to actually spend more. What we like to do, and this is also true as you get more media sent in from customers, what you want to do is make sure you're not just showing the same things over and over and over. So depending on how much traffic you have to your website, you'll want to make different custom audiences for remarketing.

What we do is have a two day audience, a four day audience, a seven day, a 14 day, a 28 day, a 60 day and a 180 day. So it's a lot of audiences, but the reason we do that is because when somebody is first being retargeted from our website, they're in a two day audience. So for two days in that ad set targeting two days people, we're going to have three to four unique pieces of creative. So for those two days there are going to be seeing the same three to four pieces. After that when they get to day three they're going to go into a new ad set automatically and they're going to see three to four unique pieces of content. So again it's like a pattern interrupt. It'll switch what they're seeing.

Then after day four when they five starts, they're going to see more unique, creative and so on and so on and so on. So that's definitely what you want to do. Again, it's allowed us to scale in a big way and just being at my family reunion and hearing people talking about my customers instead of me was, I thought, awesome because I don't like people talking about me anyway, so rather hear people saying, "Oh I saw this person and that person", and that's how we do it as like a high level overview. Again, if you want to see how we actually set up these campaigns, how it's all done, that is all taught in Drop Ship Lifestyle, which is my course that was voted best eCommerce course by Shopify. Definitely takes some time to set up and learn, but it is worth it.

Okay. Our mission is to empower freedom through entrepreneurship. So if you are an entrepreneur or you're looking to become an entrepreneur, you want a step-by-step system, definitely go to dropshipwebinar.com. D-r-o-p-s-h-i-p webinar.com. You'll learn exactly how we do all of this and how you can start a business using these same systems. So as always, hope you got value. If you did, please hop on over to iTunes, leave a quick review. Let me know what you think and I will see you guys in the next episode of eCommerce Lifestyle. See you everybody.

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