How to Advertise on Facebook in 2021 [Webinar with Blitzmetrics]

March 18, 2021

Since you’re already here, we’ll be taking you through some of the Facebook ads’ best practices and scenarios in 2021 that are likely to help you boost your eCommerce sales!

Many eCommerce stores and websites have understood the importance of Facebook ad sets and use them on a daily basis to drive conversions and sales.

Facebook ads are good for more than getting targeted traffic to a site. Any eCommerce business can use Facebook campaigns at any stage of the sales funnel.

For sure, Facebook marketing is about money investment. But you definitely don’t want to throw money at ads that won’t convert to sales.



Want to increase your sales using Facebook, Snapchat and TikTok Ads best practices? 

While Facebook ad campaigns drive sustainable traffic and boost sales, we decided to partner with BlitzMetrics to bring you a webinar full of inspiration about how to run Facebook, Snapchat and TikTok ads campaigns successfully.

Even if you missed the webinar, you still have the opportunity to learn from the famous Facebook Guru – Dennis Yu key tips on how to leverage ad campaigns to prospect, re-engage, and convert in 2021.



Topic: “How to Advertise on Facebook by Dennis Yu, the ‘King of Facebook Ads'”.



Questions covered in the webinar:

  • With the iOS14 and targeting changes, how should we adapt our Facebook ad campaigns for tracking and proper structure?
  • What techniques are the biggest players using for their Facebook marketing campaigns, organic and paid?
  • How do we best use video to drive sales?
  • We will log into a few accounts to show LIVE, what is working and not.
  • What do we expect the next year to hold for eCommerce brands trying to market on Facebook?




Dennis Yu
CEO, BlitzMetrics
Dennis Yu is the King of Facebook ads. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News.
Paul Ryazanov
CEO, MageCloud
Paul has over 12 years of experience in product development and marketing with a primary focus on eCommerce applications, landing page optimization, conversion rate optimization. Speaker at various conferences, such as ConversionConference (Las Vegas), CloudConExpo (San Francisco), PubCon (Florida), EcomTim (Timisoara), and so on.




Watch the video below. 



Thanks to Elaine Yamasaki from Luminaite, you can look through the transcript of our webinar below.

Note: The transcript of this video record might have some grammatical/spelling/formatting mistakes!


quote sign

Dennis: Oh look, we already have like 200 people in this room.


Paul: You’re welcome to the new


Dennis: I go to, go to Clubhouse. Hey Clubhouse friends, we’re doing this webinar, a Zoom webinar with my buddy Paul Ryazonov of Mage Cloud but figured, hey, let you guys listening, at the same time, you won’t be able to see my screen, but you should be able to follow along.


Paul 0:25
Yeah, so, guys, it’s Paul here from the Mage Cloud, and we’re also doing this in parallel with our audience on the Zoom. So, I would like to welcome for this webinar, I would like to welcome my buddy. I know Dennis for I’ve known maybe almost like 10 years from 2012, I think. He’s, he’s, he’s, he’s one of the keynote speakers in any conferences, he’s always open to share his knowledge, he’s teaching Facebook for all the time, he’s teaching on the Snapchat, he is testing a lot of stuff was the big accounts. From what I know, he’s always getting access to the new stuff that Facebook launching, he’s kind of operate as a beta tester. I know he was blocked by Facebook, which is huge, which is few times, so he knows how to recover from that as well. So, guys, just welcome, then you see over here. Dennis,  the screen is yours. Go ahead, share it and hopefully you guys enjoy it.


Dennis 1:31
Awesome. All right here we go. Hopefully, I can make technology work properly. Okay, so I thought we would. Oh,… 


Whole transcript

Paul: I don’t see your screen, I’m still seeing your awesome face. You’re awesome new haircut, I see it.


Dennis: Oh, yes. Okay, you guys can see my screen right?


Paul: I can see it all good, and I will put myself on mute for now. Right?  It’s all yours, man. Thank you.


Dennis  2:00
So we always teach by example. And I want to show a few examples of things that are working well on Facebook so we have had some issues with our main business manager but you can see we’ve got lots and lots of business managers, which you should have as well. Not because you’re a spammer or you’re just trying to create more of them but if you’re an agency, then you’re going to make sure each of your clients has a business manager, because that’s necessary to be able to operate and do things like custom audiences, which you guys already know about, and across all the different clients we have it’s quite a bit, and you’re going to set up a business manager for your Snapchat, and for your Tiktok at the same time. So you can see here that it’s the same thing, you literally are doing the same thing, like your just like, and the setup is a little bit wonky.


So, if you think Facebook business manager was hard. I remember when they first launched it, I’m gonna say it was maybe seven years ago. And people were saying my friends at GoDaddy, we did some webinars, and I said yeah if you’re doing Facebook ads, you need to be in business manager, and the people who ran social media for GoDaddy would say no, no, it’s too difficult, you know you shouldn’t be in business manager and I said no, no, you really need to because that’s how you’re going to organize all of your people, all the ad accounts you have all of the assets that you have.


Dennis 3:28
And I took what I said five years this is in front of a lot of people. This is the entire GoDaddy audience. We did it live, we did it as webinars, and they said, you know, even if it’s just you and you don’t have other people you don’t have other businesses and whatnot, you’re still going to need a business manager because they’re going to want to collect more of your data, and that’s exactly what’s happening with iOS 14. And what you’re seeing happening with Google Privacy Sandbox and Chromium and, you know, the pixels going away right you know all the cookies are dying next year, right. So you could, you could see that I was basically I didn’t predict this part but I knew it was going to be important. 


Dennis 4:10
So I’m going to show you some things on the structure of ad accounts on Facebook that apply to Tiktok, and Snapchat and by the way, if you’ve not set up your TikTok and Snapchat ad accounts, and the corresponding business managers, then I recommend that you do that, and also do it by getting free money. So full disclosure Snapchat and Tiktok have reached out to us. And we are a partner, so they asked us to create training on Snapchat on Tiktok ads which is great, right, because they said oh you guys have all the training on Facebook ads. Can you do the same for us like we’re happy to. So you’re going to see more stuff come out on the Tiktok.
For Business Blog. And the same for Snapchat.


So if you sign up with us, you get free money, I think, $150 on Snapchat and $200 on TikTok, plus another $2,000 on Tik Tok when you spend the first, forgot the exact amount like a couple of hundred dollars. 


Dennis 5:06
Alright, I’m going to go with an example here. You guys have probably seen the face socks that we have. And this is where you can put your dog or cat’s face or your face on socks, but also masks, this is really popular. Then we call these lit mitts. So all kinds of personalization.


Printing here right, and you can see that there’s lots of examples, there’s a lot of UGC. And we’re primarily using Facebook ads to drive sales here between this and the other places where we’re doing the same thing so if we go to, so you never see anybody in eCommerce show this stuff off, but I’m actually about to log in and show you this. These are all Shopify stores very easy to do.


Dennis 5:58
You see the same thing right here, you can come get your face socks. And if you know me, you probably gotten your face socks right here it is and then it comes with a handwritten note. And you know we are, we’re selling close to seven figures a month doing this, which is kind of neat. Okay, and so we’re, we’ve got all this UGC of people that are submitting pictures of their faces with socks on them.


So let’s go over here into the ad account. And this is for Pet Party. We’ve got a few of them, and they’re all the same thing it’s for sports or for pets or for business, but either way, it’s customization of your face or your pets face, and I’m at the campaign level, and you can see that we’ve got 85 campaigns. So we’ve done a lot of testing 1.3 million here and spend. And let’s look at just the top level, to see what’s going on here. And then we’re going to drill into what the strategy is on bidding and targeting this kind of thing. 


Dennis 6:59
So this has driven us 143 million impressions for 28 million reach so that gives us a frequency of about four, right, maybe five, and I care about this because I want to know generally what does Facebook think about my ads, regardless of whether it’s converting this is a secondary metric of course it’s got to convert, of course you know I have to be profitable, but I just want to look at it always from Facebook’s standpoint. So when I look at the, the breakdown by or by delivering. Now I’m able to see that my costs and you can see here right I can I can drill, I can group by any of these other metrics or set of metrics.


My CPM is $8.96, which I would have said, two, three years ago that was high and that’s actually average now on Facebook, especially when you do remarketing, the smaller the audience, the more they’re going to charge you. And this is something I’ve seen especially true on Facebook, but not so much on the other networks. So this is another argument that you want to set your audiences larger, not because you just want to hit people randomly, but because the system is going to be able to optimize for you, and they’re not going to charge you as much on that traffic. So you get a double win here. 


Now you look over here, my cost per 1000 people reached is $45. So why is that $45 per 1000 people, that’s kind of high that’s four cents per person, right $45 Is 4000 pennies 4000 pennies on 1000 people’s four cents. That’s how I do the math. But if my CPM for per 1000 impressions is $8.96 and it’s 45, per 1000 reach, that means that I’m, my frequency is about five right, actually here it is 5.09 The average person is seeing my ad five times, but it could be five times across three or four different campaigns, it could be five times at the exact same ad, it could be across different ad sets. So when I look at my frequency here, in this case this is a lifetime this accounts been going for a couple years. It’s not necessarily bad. A lot of people say we shouldn’t have the frequency, go above two per ad set per week. Well, yeah, generally true, but then frequency and Audience Network versus mobile newsfeed and all that’s very different, so I could go over here and then break it down by where, let’s see, I can. What am I, here we go, right, I can go by all these other sorts of factors, but I don’t want to do that right now. Okay.


Now let’s look at what actually counts. I want to see are we making money or not. So I’ve got all these different ways that I can look at the data by default I look at performance and sometimes I set up another view, and I’ll call it “I love Paul, Razinov,” right, just, just for fun, and we used to name these things and name our campaigns and name our ads, “we love Facebook reps,” right, that way we be less likely to be disapproved, or we even like this actually worked we would name campaigns, “please don’t disapprove I need this to pay rent”. Right.


I’m just telling you this kind of thing that works okay. So you can see here that we’re measuring how many purchases we have and we know that if we get a purchase for less than $30 You know if our CPA is less than $30. In other words, our ROAS is at least one we’re doing pretty well why because there’s repeat purchases, because people who buy one pair of socks will often add another one, because why not, it’s cheaper, right, you can get one pair for 25 Two pairs for 40 If you use the coupon you get 20% off so it’s even cheaper. And these things work so well that we, because we send them a coupon once they buy to get another one and then their friends see this So, and a lot of that’s going to be unattributed. And if you have a good product or service you’re actually gonna have a lot of unattributed, and we call that there’s another piece of it that we call delayed attribution and delayed attribution is in the current window of 28 days which is now seven days, You know Facebook cut the window to seven days because of this whole iOS 14 thing, your ROAS and sales and all that are going to appear to be lower, but actually they’re just as good as they were they just changed the window that the reporting the data.


Okay, so let’s look at some of these WCA 60 and WCA seven, this is website custom audience 60 days website custom audience seven, that’s a site wide audience, which is driven by the pixel which sits inside our Google Tag Manager. And you can see in this particular ad set we’ve had 13,000 clicks 1800 purchases, so you can do the math. It’s about 15%. So that means our Remarketing is working pretty well, so people who didn’t buy on the second time or third time, and by the way the frequency is going to be a lot higher, so to come over here and look at our frequency, under the delivery view. See our frequency’s an eight, just in this ad set.


And look, our cost per people reached is $93 Holy moly, right, our base CPM is 11 because the frequencies an eight, my cost per reach is 93 Yet even with that. If I go back to performance. My ROAS is still excellent. Right.


And I can see here, ROAS here is 1.7, and your ROAS is going to differ, you just need to know what the math is on what you’re doing. Some people they need to have an ROI as a five, so a lot of people in eCOM they usually their overall blended ROAS thing to be at four or five because they can’t afford more than a 20% marketing cost of sale depends on what your margins are lifetime value all these kinds of things right. And we can see that for these 13,000 clicks, we can see what the cost is $20,000 That seems kind of high. But our conversion rate is very good. So you can see, because we have a 15% conversion rate it’s, it’s okay for us to pay a few dollars per click. 


Now we can shift to performance and clicks as another view and see that that’s the case, so $2 My click through rate is not that good at .55 so my low click through rate. And my small remarketing audience cause causes Facebook to penalize me and say, Hey, we’re going to nail these guys because they’re their relevance score is relatively low, right. So, that means that low engagement. Low click through rates, pretty high conversion rate. See, so the cost of the traffic is higher, but I’m here I’m bidding to conversion, because I set the objective at conversion, how do I know because when I go back to performance, it looks at the objective that I’ve chosen. Right. And I can go down to the ads level and start to see you know what’s going on here. Okay.


And by the way our friends who are on Clubhouse, this is listen-only because we’re doing the live webinar with my buddy Paul Ryazanov with Mage Cloud, and we’re going through some live accounts, which you guys get to hear but you can’t see. So Paul will publish this recording a little bit later. 


So let’s look at at the ad level and see how our performance is doing. I like to go by amount spent descending. That’s my first metric anytime there’s a lot of ads in here because you can see there’s 2958 ads. Right. That’s a lot of ads, and by the way, the new strategy to win you don’t have to create as many ads, we’ve done a lot of testing.


And so that’s why we have so many ads over time and we have a huge team that’s collecting UGC as you can see people they’re submitting their faces and people love their pets people love pointing the friends, we have CDs ones there’s just so many examples of people that are submitting their dogs they love the dogs in love, they just, and we give this stuff out to influencers, and we say hey you know if we give you some socks with your dog’s face or your face would you be willing to share that on social media. Of course, they say yes, cause most influencers are not professional influencers, they’re just happy to receive acknowledgment of treated special. 


Okay, so we can see these ads, and see where we’re keeping the ROAS above one, this, what’s the purpose are we as of one really translates to a true ROAS of three, because A, we have delayed attribution which is sales that occurred later, that are untrackable, and then we have the actual attribution that comes from you know first-timers last time I mean all the data you have here, by definition is last click. A lot of people I don’t know I can set the attribution here because you know I can choose these windows and you’ll come down here and if I come here and customize columns, I’m looking at different views, and I can come down here in the bottom, and you see it says activation window clearing windows, you see here it says I’ve got six windows, so I have a one 728 view, and I have a one 720 Day click. This is not attribution modeling, most people think this is attribution, this is not, this is last click. This is all last click, everything in ads manager, everything across all the data you see in Facebook is all, by default, last click 


What’s occurring here is, and by the way if you’re doing performance-oriented in any sort of way you need to understand this and I’m not gonna lie I didn’t talk about attribution this never cares, like it conversions a conversion, no it’s not. This, we’re looking here that here we’re saying what data do we want to able to include. So, when we talk about attribution models that we’re looking at data models, so the data, the data include the model is how do we award credit, so if the data is do we include, you know, by default, I’ve got this box checked, right, which is one day view, and now it’s seven-day click, but I can say I only want to look at one day click data, well that case all these other conditions. One of them is good because it’s not about any of you two conditions right if you throw this can still be a last click, the only way to get to attribution data is inside the business manager and I come down and I look at attribution.


So your attribution. And this is where I configure my event source groups here under analytics, this is where I actually get access to Facebook Analytics, you know, almost nobody uses Facebook analytics, but they think like oh yeah I got analytics on my page, I see how much Reach How much, how many clicks, how many people use I see my different posts, I can download that data and all that that is not Facebook analytics, this is Facebook analytics.


Facebook analytics allows me to see here just click on just to show you real quick. It’s the equivalent Google Analytics, I can literally see like how many people came to my website, what they’re doing. So, I got a group of hotels here I got our website, of all the different entities. Entities. This business asset group they’ve all this weird terminology here I won’t go into this right now.


But there’s so many things people don’t understand about Facebook. Facebook has their own website analytics just like Google Analytics and you can do funnels and you can do conversion tracking you can do all kinds of cool stuff, it’s not just what happens on the Facebook page, and what happens in the Facebook account, there’s all kinds of ridiculous things in here. 


Okay, another session should cover all of that, let’s go back to this one here, and we said that we want to maintain at least a one ROAS because we know that from a direct attribution standpoint if it’s one it’s gonna be a three, and I want to do whatever I can, in terms of getting more content to be able to feed the machine. 


So here’s how we’re thinking about Facebook, there’s your plumbing, which has all the tracking. So basically tracking the most important thing here in this case conversion so when people check out Shopify or it could be whatever it is that you consider a conversion, so for that forum, they book an appointment. And then I need goals content targeting so the goal in this case, as I said that is target when it comes to these $20 or whatever it is, you’d have a hard number goal for the bottom of funnel content which is the most important part, targeting we’re running off of retargeting and then large audiences like a 1% lookalike audience purchases because low funnel seed audiences like I take my conversions.


Not people that get to my website I’m not gonna be able to click on that, but a look-alike against people have actually bought the highest quality signal, as long as a couple 100 People typically video for 40 bucks or 50 bucks but really only a couple other people otherwise they want to be, the algorithms gonna be confused at 200 is really, really the customers upload that email list of emails or maybe you have it through custom audiences, and then you can lookalikes against it, and then we need lots and lots and lots of content, so you can see the majority of the content here this is what we’re labeling this agency this is called UGC flash, right. So if I come and look at this, if I if you do eCom, this is something most people don’t do. Now the other thing I need to request a review oh, what’s going on here, this one, your pet’s face on your face, that party slash mask okay looks like.


That’s working very well. right, and you can see we’ve tied in the Instagram account so taking that the Instagram account made it a business account, you’re gonna lose reach by the way people are looking for the business you lose reach, and we tied inside the business manager that’s another reason business manager you’ll see different variations of these, and you can see the performance as we go here to the reporting to see you know how it’s, how we’re working on how the performance by you know mobile newsfeed, versus Audience Network versus you know wherever. And you can see we’ve got lots and lots of these and we do is that inside each of these assets we have a number of creative legal tests. 


It used to be that because Facebook’s algorithm kind of dumb, you would just do the equivalent Google single keyword groups you just have one hat inside each ad group had lots and lots of ad groups because that’s what I’m gonna call it the same thing, so that the system just keep allocating more more test impressions, so if you know this system is dumb, and it’s gonna give 2000 impressions to each new ad set you could not select ad sets the system’s got a lot smarter. So now you just have two or three creatives in each  ad set, but find a winner, and if it doesn’t work, then just create another  ad set or just add more creatives to that existing ad set, if it’s already working, but you see that there’s, these are all combinations of UGC and the bottom line here.


If any of the stuff is technical it is somewhat confusing, here’s the key point to know, Facebook is the quality of the video content and your ability to continue to collect video content with your VAs and your video editors that process this kind of stuff is the key to driving sales, because when you put your content in here, and you set your objective to be, you know, I want a one ROAS or our conversion is less than $30 or whatever it is, the system is going to do the targeting for you. So if you look inside our target audiences, you’ll see we don’t do a lot of fancy target like you would think that we would do targeting for all the people like a sports team or all the people who have gold retrievers or all the people who have, you know, whatever, we don’t do that, we’re literally just running custom audiences and large lookalike audiences. Right now accept terms but it’s not accepted terms apologies, everyone these things basically except me like an exception, except these ones.


Okay. And you can see you know the size the audience whenever we’re basically just using really large look like audiences we can test off of, you know look-alikes on page fans or look-alike on people who’ve been to the website, or that’s not as good as the look-alikes to get bottom funnel’s we want to be, so you can see here, look-alikes against people who have bought something in the last 180 days, and these ones tend to perform other the better because there’s a lot of people, especially on eCom on things but never buy anything. And I think that’s a real shame. 


I remember I was at a meeting with Facebook, and it was with their manager of what was his name is he, I don’t know if he’s a kind of a basically he’s in charge of the Facebook ads auction, and he said that his sister was on Facebook, she didn’t have credit card but she just love to click around on Facebook and she would, you know, click on ads were there were things for sale, she’d have a credit card, but why would you click on it I don’t know, maybe she just was into shopping but I just wanted to learn things but you really do want to have your, you want to choose the right objective and you don’t wanna use website clicks you don’t want to choose, you know something like you don’t choose Video use unless it is someone who is already, who already has a custom audience grouping right so for remarketing, you can choose website views when small Yes, but you wouldn’t want to do things like website views or whatnot when it’s topical. Okay, I’m gonna show you something on this which is a little more countered a little counterintuitive, I think it’s critical. So we’re going to go and see what are we going to do


I got too many other things opening Alright, Here we go, create a new campaign. Actually no, I’m not gonna create one, I got a problem on this one, But when I create a campaign, I get the choice of three stages of funnel awareness consideration conversion, let me just like pop the funnel content, so the content is helpful, and I’m going to use conversion as my objective. So in this case I’m looking at purchases. 


Okay, so this is going to sound weird you see here’s the prospecting. So if all this stuff also that’s top of funnel content I’m using bottom of funnel objectives. So why I’m not saying is use bottom of funnel content with bottom of funnel objectives. So I’m still doing top of funnel, but instead of using return video views I’m choosing purchases to send the right signal to get the people actually would purchase, even though I’m only giving them top a funnel content and maybe I’m not having a call to action. 


Conversely, when I have bottom-of-funnel content, I can use top of funnel as the objective. So people who are, who have been to the site or they’ve been in the shopping cart. I can do video views I can do statement I can do this boosted post. And people say, Well, why wouldn’t you just use, you know bottom of funnel conversion objectives for bottom-funnel content, because if I don’t get to 50 conversions per ad set per week, then the system is gonna still be stuck in learning to kind of jack up my price, my average CPM. So, try, try that and see how it works because if they’re already. They’ve already consumed 15 seconds of my video is through play conversion 20 into my website at the end of the shopping cart. I know the quality is good, but I don’t need a system to sub optimize the conversion, and if I’m not gonna pay a lot higher the prices over that make sense. 


I want to switch over into Snapchat, and I have to talk over here. Here we go. Yep. Now with these guys. Same thing if you have a polling setup, meaning of your pixel right so your Tik Tok, and your Snapchat pixel use all the same ways to get inside the container for your Google Tag Manager. When you’re here to create an account, or you have your all your content inside your business manager. So just like with Facebook is always business on Here’s business Tik Tok about all the same things, it’s not exactly the same because they’re trying to probably supposed to tell you that they’re intensely copying Facebook’s thing in the way they said it that’s why they will make it easy for anyone who is running on Tik Tok to just copy over the Facebook stuff is that exactly the right way and whatever no there’s some bugs that you can see they’re generally trying to do it like literally you have users your partner’s audiences like it’s the same thing here, right, you can see the same. Now thos one doesn’t have any issue at all because we’re inside a business manager, so now I can go inside. I open, I’m  already inside this one, and this is for Dr. Brandon Brown, who is a chiropractor, doesn’t matter, it’s gonna be something I’ll show you.


So when I’m in the creation stage. I can, let’s say I go for Website Conversions or website traffic, remember using the same, the same conversion tracking the same pixels, which is like the topics. And by default, you want to choose automatic placements. I don’t believe that you should ever tamper with the placements with any of the networks, I think just always choose that, instead of $1 day, I have to choose at least one. And so I guess instead of $ 1-day thing that you guys know about how to do 2.8 Is $5 on Snapchat, and I don’t believe in run continuously because that’s like leaving the water on and hoping that you’re gonna remember to turn off later. I’d like to productivist for a week or so, and then whatever you provisionally is working on it for $30 or something like that. And then, yeah, this this suggested thing is not very intelligent and so we have no idea where conversions are so they say you know dollar Well, whenever I upload this one.


Oh, and I said, Listen, the budget of the group. Oh yeah that’s right for that this part here, so I’ll set this to 20. If you’re not getting 40 or 50 conversions per week it’s not going to.


They’re not going to optimize the conversion anyway I don’t think the conversion optimization is very smart. So you can see here that I can upload my video and I can literally just upload the same vertical videos that I’ve had from Facebook now I can’t do is boost a post to I normally do on Facebook on a page is I would boost that post and run against a custom audience or inside ads manager, running, it’s like a 1% lookalike and conversion, I can’t do that here, because they have not connected, the organic side with the paid site which is good for people like the most you know the rest of us because it’s just, you know, I don’t wanna be seen anything on Tik Tok, but I do want to announce, but I do want to record versus.


So I would upload all these things to my library, and run this the same thing I’m looking for conversions, just like I am on Facebook, it doesn’t matter about the targeting piece where a lot people are okay well Tik Tok and Snapchat that’s for teens I’m trying to reach people who are 40 Plus or their business executives, you can do targeting there but if you’re doing retargeting which is where we recommend starting on Tik Tok and Snapchat, it doesn’t matter because it is retargeting, these are people who have already visited your site, people were already your email list. So this is just guaranteed free money on Tik-Tok, it’s literally the same stuff over here on them over to Snapchat, so I’m inside this particular ad accounts in Ireland, Colorado, and you see here.


Same kind of thing where we’re just not going to feed myself. So they have a problem, their business manager, right, so when I come in, create an ad, thinking every stage of the funnel awareness consideration conversion. We have the same things as you see on Facebook. TikTok and Snapchat are copying these guys to do the same thing, and I almost never choose top-of-funnel objectives cuz I think that just wasting money, but then a lot of brands or they love the idea of reviews and all this, but you see this here. We got the same three stages. The objectives are called almost exact same thing on Facebook so here awareness consideration conversion right, those are the categories, and then I can drive engagement Lead Gen, Website Conversions. Right, so in this case, let’s say I want Website Conversions. And I’m gonna keep all these other pieces of things we’re not gonna worry about split testing.


And I just left one single image video because I’m just going to reuse the things that I had on Facebook placements I’m keeping on automatic placements location targeting, if I’m a local business, then I’m going to go down to say like Denver or wherever it is, I want to go. The thing with Tik Tok, which is makes it more of a national advertiser plays that I can’t target lower the the state level. So if I’m a local business in LA and I’m a real estate agent. I don’t wanna target all the California it’s too big, but here I can target down, much smaller. Of course, like everywhere else I have double target everybody that is illegal, so it is illegal in United States to do demographic targeting when it comes to employment or housing, or things that have discriminatory policies but apparently, if you sorta get away with it I wouldn’t do it though I don’t think really matters. You can do this weird targeting here.


A lot of people, they like to spend time messing around inside targeting and you can inside Snapchat at Tik Tok, but I don’t recommend it I don’t think that’s really the key I think the key is re-uploading your one video that I’ve been working on Facebook, but just for fun. You remember, there were partner category targets on Facebook, we could target all of the Axiom and DataLogics and Info USA here literally get experienced people who are in farms fishing forestry retired sales technicians presence of children 10 to 12, we have all of these different types of targets that are here, this is the stuff that Facebook got rid of because of the whole Cambridge Analytica thing, a lot of Spanish speakers, small business employees, employees, small business decision-makers. This is the stuff that could have been helpful income 20 $50,000 I don’t know if that accurate but this is the stuff that people got rid of but we can use these things here. 


Or they said they were thinking because of Cambridge Analytica but I think the reason why is the actual reason because no one’s using it too, they know how to use it. For example here like mom’s high net worth whatever. And the second thing is, anytime these targets were being used, basically had to pay royalty to these data source providers so it just convenient way to cut out tax the other the other guys here, right, and these other sorts of audiences. Look at this. I’m not sure how smart, these are but certainly things under category like your fitness enthusiast, cycling, running, yoga, right. I would think that at some point these might go away, but maybe not.


Or maybe, you know, Facebook is the one that’s getting in trouble, and everyone else is gonna draft behind this, they’re speeding you don’t traffic, the one in front, this one just to get the other people just gonna drop on everyone’s getting mad about Twitter Twitter’s always had the same kind of targeting, just as good as Facebook has but don’t really care about them. See what pet and animal lovers like a park district party. And then when I do, I can see my audience size is going down, and then I can say animal lovers, that are in the Ukraine, or whatnot and also we’re friends with Paul has another like Media Club, that he would do that.


You can see here right I can start to do detailed targeting meaning I can say, you know there this and this and this criteria, choose the number will continue go down right and look they try to trick me based on your daily budget for $50 with US dollars to spend $5 Right, because they could be trying to trick me. And by the way, don’t put in 5.00 is your budget, because most people will, I mean they might do right but I’ve seen people accidentally making $500 and they can complain and you know this type of thing, and this is reasonably smart, so I just wanted Facebook to be easier, right based on your $5 budget, you’re just gonna be 5000 to 14,000, and the same number of impressions, and then swipe so Snapchat is a cost per swipe up CPSU, so you can kinda think of that as like a click, right, but look at this, this estimate here.


So $5 to give me five to 14,000 impressions that works out to less than $1, per 1000 people that I’m using, you know what you saw what the cost was on Facebook, it was $9 and for most people that $20 or 50. They also have a custom audiences where they’re like 15 $20 So if I can get stuff for only $1 and I can run it as my custom audiences because I’ve configured my Pixel the right way, then I’m using Snapchat and Tiktok is an arbitrage channel for remarketing. Okay, I don’t think people really quite understand how powerful that is. 


Now I want to take a look at some of these stats, just so you can take a look at which campaign in my head and I’ll go back a little further. And here’s some, like a coupon code the coupon is really good for free if you message. Stephanie … will give you a coupon, literally you can see what we’re doing here. So, let’s break down some basic insights and they tell us who these people are, it’s not that informative I really care about impressions, but you can see, dollar three, we’re talking [Phoenix]. Here’s what the issues are, even if I’m not targeting my interest is just telling other people that here’s you know who they’re engaging with, or go back to the ads performance.


Don’t give me a lot of [volunteer], you can see, these ones here so there’s a lot of good stuff related to it happens all the time that I can do leads to video, but the videos are already shorter so I don’t really care that much about 25 50 75. Most of these are geared towards mobile folks, I don’t think these customers are gonna stick around because of iOS 14 Even I think most people are willing to most people use Snapchat are going to say yes to the problem yes I’m gonna give you a Snapchat access to my data, I think for Facebook kind of the other way around with this problem down in a few weeks but you can see, here’s the different metrics I can look at my cost per click is basically my cost per swipe up, you can take your listing ads, and then what you can do is say, you could add a little part where you have your hands go from the bottom to the top and you say hey swipe up to learn more about you know whatever might be. Look, this one is five cents per swipe up, he CPSU right so the effective cost per swipe up 20 Swipe ups. So whenever you’re trying to people to swipe up and if you are an agency or trying to get clients to swipe up, it may be a little bit awkward because they.


Okay, I just need to do is look into the heavy refrain hold the camera look into and say, Hey, swipe up to learn more about whatever, so I bought this digital limiters, why not just get to see the deal we have for you on such and such, right, you had a lot more great means to you, I think it’ll be crazy ad disapprovals because the snapchatted pickup teams are eager to talk to you, just like Google, it’s easy to talk to a real human. It’s very hard to talk to a real human at Facebook, I know this, and you can optimize stuff if you’re stuck, then they’ll help you, but now I switch over to TikTok, just like I was on, you know on my ads click on the ads And you’ll see here, you know 15 cent cost per click seven cent cost per click, and this ad with a call, or campaign is called 34 underscore and 40 conversion, so whenever score is awareness 20 scores considerations at the top middle bottom one record 20 score three underscore at the top of those that work on Facebook I put over here from Target.


And I can also put it against like lookalike audiences or audiences that I think would be very similar, the click through rates pretty good here. Look, this one, four and a half percent, the click through rate gonna be higher on top of Snapchat and Facebook because there’s not many advertisers there right now and people are still looking at the marketers haven’t come in and ruined it yet. Remember when Instagram was awesome, maybe seven, eight years ago and then they said okay, we’re just running ads on Instagram, and the first ads were interesting cuz it was made by interesting brands and folks who had access like us better we were always one of the first guys, and then all these other markets came in and now it’s a default placement so anyone running ads on Facebook by default is running on Instagram, whether they know it or not, right now it sucks. It’s not as good as it used to be, 


But I’m hoping you’re seeing that there’s a parallel structure between every one of these ad accounts, Facebook, Tik Tok, Snapchat, Twitter’s sort of why because social networks are on your phone, because they’re on your phone, they engage with people, people engage with you and that users engage in the same way, look to see my face you see that the halo around me, whatever Clubhouse people can hear me. I hope you guys are guys are joining us and against and trying to talk on this strategy level so that you can also give out you know you’re just hearing me. I want you to see that your success in social advertising is your ability to get your goals content targeting together, mainly 15 Second, and 60 second Right one minute videos that you’re clicking from your customers where or where you’re talking about your business and how you got started, what you’re sharing your knowledge about how your product service is being done behind the scenes kind of stuff, your ability to collect those goals content targeting and get them into the system, you load them up into the system 


So the loading up into the system is not where the expertise or power is as I just showed you by walking through Facebook , Tik Tok and Snapchat, the interfaces are similar enough that I even get confused. I’m not sure like we want to, because we’re so similar, the loading of the you know the mechanical administration of ad accounts is not a pro-level thing. This is an admin thing, the pro the expertise, the value is the collection of the goals content targeting which is on you as the business owner entrepreneur marketer, you cannot hire an agency to that part I mean even hire a kid to come into your office or to collect stories, like you see we have 150 virtual assistants that are collecting stories for pet owners and people who have fake faces on their socks, but that’s not my days they’re making a few dollars an hour.


So ultimately the value is in your strategy. So if you really understand your goals content targeting and put that into the pockets, you can then have your administrator sorts of people be able to upload those into whatever the ad platform, this could, you know, be Pinterest or Quora or LinkedIn or YouTube, right, it’s all the same thing. 


I think people are missing this, they, for some reason people think like oh I need to have a Facebook ads expert.


No, you don’t.


I just logged in and I showed you how to, how the ads are organized I just showed you that when something’s working you just keep going you put money on it, and you take that winner for Facebook and copy it into Snapchat and Tiktok.


No, you don’t need to know all mechanics that exactly how it’s being done. Notice that someone knows how to do that or they won’t do that it’s not worth your time to mess around right it’s not worth your time to try to assemble Ikea furniture to try to do something that is not difficult to do it’s just tedious and I want to say the low wage thing to do but it kind of is, I don’t think any of us is pros we didn’t want to record collectors.


I don’t think anyone should be messing around, really with mechanics of uploading ads, and no offense, people who are video editors, and they’re really good at a Premiere or After Effects, hey there’s a skill here but I don’t wanna learn how to do that on one of them to edit video, I just wanna produce a video and then know that a video editor can follow a template and load the thing up, and it’s a room for creativity, maybe not really needed to load stuff up right.


If I want to be architecting a mansion. I don’t need to learn how to nail the hammers and or how to lay the roof or how to do those, you know, put the drywall in or paint the walls. I don’t need to learn how to do that kind of stuff because that’s not where the value is. As a business owner, I just need to make sure my strategy is right meeting my goals, and if it wasn’t, then put inside the machine to hire other people to build machine. 


I’d love to hear what your thoughts are on this because I think it goes counter to what most people are saying, like, put it in the chat or I guess our friends are not able to add into the chat cuz you guys are missing only. I’d love to see what you guys think about this. I don’t believe in the YouTube strategist or the whatever I don’t believe in the channel level expert, so the Instagram ads person, there’s gonna be people that are in the next year you’ll hear it, you’ll see these new people pop up like oh I’m the Tik Tok ads expert. No you’re not. There’s no Facebook ads expert, there’s no Twitter ads expert. All there is is strategy, your strategy which collect these items, then you just have someone load into the machine across all the platforms. 


Okay, I see some questions here.


“Hi, Daniel says how’d you get the winner. “


The winner is, whatever your most cost per conversion is provided it’s statistics. So ideally, 50 plus conversions for that particular end. And the beauty is that the systems can tell you the winners. Don’t make a decision, there’s only one or two conversions that’s noise right that’s not statistically significant.


“Kaylee says would be silly to run retargeting ads on Snapchat and Tiktok if you don’t actively maintain an account on the platforms that is a great question.”


No, it’s not silly. When’s the last time I posted a Tik Tok or post something Snapchat, years ago, but I’m a business person, I want to drive sales conversion, I’m not gonna know I know that your Tik-Tok holes gonna say yes as much as any audience, you know, I’m not a consumer of the platform I’m hearing for sales. 


There’s a difference between being a passenger on the airplane, versus being a pilot I’m a pilot, but a lot people think they’re passengers, they think they qualified to fly the plane no you’re not just as you’re on Tik Tok all the time doesn’t mean you qualified to run ads. Just because you’re on Facebook, and you’re hanging with your friends and your grandma’s doing or whatever it is, doesn’t mean you’re qualified for Facebook ads.


So I’m here from a business standpoint and Tik Tok and Snapchat as you saw are intentionally not linking those items together like Facebook did. In fact, because we’re talking partly with on Facebook and so much trouble because they link them together, you literally as you saw, we were running Snapchat and TikTok ads independent of whatever it is, they were not even associating it with, we can’t wait actually technically we can’t do something on the agency account just to get hold of, but you’re running ads on Tik Tok as an advertiser and it has nothing to do with your Snapchat or Tik Tok account. Isn’t that cool, I think that’s a smart move. We keep talking Snapchat I can see why they did that at some point later and maybe they will say hey, you can take your best snaps to Tik Toks and boosted ads against it but I think I just picked one confusion right now, Facebook’s already up to date on that was too late on that one you know that cats out the bag on that. 


The other part is, I’ll tell you one thing. So as with our buddy Ji who has something like 13 million views on TikTok he’s, he’s natural talker. He’s an influencer, he doesn’t think any dancing at all that. He said, No, we should do to promote the TikTok ads course we’re going for TikTok. We should do a whole bunch of TikTok, so we should teach the course and to talk is what’s the, you know what better way to use TikTok than using TikTok, and it sounds like a great idea right especially for taking TikTok ads I can take you through a moment here so you said your audiences, here’s how you do retargeting here’s how you do debaters here’s how you bid, here’s how you do these are things as a TikTok.


Sounds like a great idea, right, guess what, our advertisers or business owners are not on Tik Tok or Snapchat. Are you are you guys hanging out on Tik Tok and Snapchat. I don’t think so. I’m not, but I absolutely, if I can get an extra 20% or 30% on whatever is already working for me, I’m gonna do that. So the Facebook ads are working for you, you’re gonna get a little more from Tik Tok etc because like if Google ads are working for you, you’re gonna get a little bit more out of Bing, and Yahoo right, but if you’re not, if your search ads aren’t working if your SEO isn’t working on Google, then stop trying to SEO do ads on Bing and get working on Facebook then copy the winners over and pick up, 


And you know the demographics might not have lining up the same because your audiences are somehow different, or maybe your software, or your product is, maybe you’ll think it’s suited for Tik Tok or Snapchat, but I promise you, you know the metrics lower just think oh well this thing works. It works on a Google search, that’s not gonna work well on Bing search or on Yahoo search, it will the audiences are smaller,


Paul, you’ve got ome questions. 


Paul: Yeah, I’ve some questions. So I will be tried as much as possible for the Congress audience so I’ve noticed on your screen that you’re just ready to use just to organize the account with engagement, and then remarketing and bidding for conversions with a lookalike audience, if we’ll have, like let’s say you have like 1000 bucks, as a budget for the account, how would you blend it in percentage you know what typically what type of percentage goes in different directions how much presents to the person.


Dennis: Yeah the budgeting might say just for the question. Over time, you’ll, you’ll eventually settle at about 1/3 1/3 1/3 however, when you start at the start, like right if you were just for several reasons one is that you can make money and make money, you’re gonna give us more money and we’re going to is that you need to send a clear signal of conversion into the system, so I need to I don’t want to just pollute the system with bunch of people watching videos, clicking on things. I want the system to know who’s converting, so I’m seasoning that pixel with verses that are coming through that are coming to my ads but it’s coming to the system which the pixel can see.


And I’m driving conversion by remarketing so I’m starting the bottom-funnel campaigns and then when that’s working I expand into look like audiences for the mid-funnel and then all the way up to the top where I’m very much larger video view audiences against or not the giveaways and I’m running tp of funnel content we’ve converted convergence detectives I’m stacking my way up the funnel, but I’m starting with making money at the bottom of the funnel, and that’s just, that’s gonna be true across every network that we’re doing advertising, and it’s really because we need to make money. 


And if you haven’t already, you’re gonna take the catalog, so for eCom, take your catalog, and that’s what you’re going to run on TikTok, Snapchat and Facebook, your product catalogs, and so those create something called dynamic ads. Same thing for a minute, right. 


Paul: Yeah, so basically this was another question in my list, it’s about the product leads for your eCommerce clients. Are you actively maintaining those campaigns with the product pixel for dynamic ads. 


Dennis: Dynamics ads the system’s automatically computing, based on what people are looking at certainly you can certainly enhance your catalog with better images or better descriptions and more thing because you have multiple images for people, for example, to choose from. So I think a lot of the optimization is there but if you’re planning to place which is all the tracking whatnot if you already are driving sales and ongoing management is just updating the catalog, you know, as you have new products as {…} way, as you can add an image as a description for those products, and there are third-party tools as you guys know that help maintain those feeds for you. 


Paul: Yeah, I mean can you, I mean like I don’t know, from my experience, Facebook, like, a lot of a lot of business owner they um people guys because they don’t really like much profit off of it, and we have like specific in mind like images when you try to run an app and that was a pretty successful way. Cause the sample you showed me with all that like if that’s if that’s what is the instead of engaging social right.


Dennis: But if it has examples of the ads is gonna work on social media, and drive sales, it’ll work for anybody as long as you can tell a compelling story, and it resonates with the audience. Most people to do eCommerce so product level focus on features in the images, they forget to tell the story they can do video continued combination of videos and want to take your top influencer, take the top user that you take the founder tells them compelling stories you like what the Kickstarter version is right all the people to tell a Kickstarter and to get people interested, so you need that kind of content, it’s not because I tried Facebook ads, it didn’t work. It’s that I didn’t have the right content to put at the machine, right, so really understand your customers. 


What you could do is get your last 10 People who purchased and get their, you know, get them on a Zoom and ask them about how they’re using the product how they liked it, why did they choose what you know, why did you buy from me XYZ product right and capture that with a question of course, and turn those into stories and say wow, that was helpful you mind if we share that what you said on social media, of course, they say yes and they can use it as ads.


Paul: That’s smart.


Dennis: See the big issue is not at the golf clubs are faulty, that causes you to hit the ball into the bushes, the issue is you don’t how to use a golf clubs. Right. It’s not the tools I promise you something, it’s not the tools. 


Paul: Okay, gotcha. So as an example right. I don’t know let’s look let’s, let’s imagine I’m selling like furniture, like a type of brand right like would you, this is just an example, what type of content would you suggest to the business owner, who sell furniture I just get it out of my mind. 


Dennis: We have a call we have to both be on that we’re already one minute late for it but I’ll answer this question. You probably know we did this for the largest furniture manufacturer in the world and the largest furniture retailer, which is Ashley furniture, and what we did was we literally had stories of the sales reps in the stores, and with the customers, talking about their favorite piece of furniture and how they liked this coat this couch that one guy would say this is my goal around when we grew up we had a goal around, I think it’s called a living room sessional, but we called it a go around and on Sunday afternoons we play, you know watch football in Alabama with plays you know whatever it is it’s just telling stories and we found that that drove people into the stores where we’re humanizing it so we’re not just showing product shots but we’re, we have humans that are talking about how they like the product in a non-testimonial, kind of a fun way. 


And we use the even like those Alabama stories we use in Seattle and we used in New York and other places where there’s clearly no people who talk the people you know who talk like that aren’t there, you know, in Chicago, right, but it works, and we’re just humanizing it and it’s worked super well just lots and lots of little one minute stories on the cell phone. 


If you’re an eCommerce and you need to talk to your customers and collect their feedback. It’s that simple. Put up a whole bunch of these, like you saw we had 1000s of them there, and you’ll find a bunch of them will win. Now just because you put your first ad out there and it sucks, it doesn’t mean Facebook sucks, you’re typically going to find one percent of your ads, of your creatives is going to work so you might need 30 or 40 creatives, you get three or four winners. When you have those winners you just let them run and run and run and run and put several million dollars against them. Guys, we’re late for a meeting it’s Paul you and I.


Paul: Let’s do it this way. Can you type over here, on the live chat, your email address, and who knows if there will be enough. And now we’re doing suppose the extra question, they can probably reach out to you guys. All right,


Dennis: One, one last thing, if you want a coupon code to get the $150 on Snapchat and Tiktok, I think it’s $200 on Tik Tok message Stephanie at and she will send you the coupon, there you don’t have to start advertising, just claim your account now, and then we will give you our ads course and we’ll walk through together in more detail how to set up those courses. Okay?



quote sign

Paul: Sounds good.


Dennis: Awesome guys!


Paul: Thank you guys for joining us and have a good day.

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