 Hey, and welcome to the next part of the onboarding video in this video. I'm gonna show you basically Give you an insight on what exactly we do how we do it and Environment in how we do it the reason why this video is made is because sometimes clients don't really understand the process of Getting results for your store and generating revenue. So this process if you know nothing about Facebook ads or if It seems complex to you. This will take you from zero to hundred really quickly and so that you can really understand what is happening In the business and how we generate results and the process that we go through. Alright, so this video is about understanding ad platforms Okay So basically this PowerPoint if you want to watch this video in two times speed I recommend you do it. Maybe it's a bit long. So What data collection on the Facebook pixel means cold warm and hot audiences in a funnel What a retargeting funnel does What scaling means what data optimization means when we say we're optimizing your ad sets our process for creating ads Understanding placements what winning ad sets actually look like and the characteristics of a winning video creative So this entire resource will be available to you for download at the bottom of this video So no worries about it and please do use the resource and download it after watching this video as well Okay, so what data collection really means so the Facebook pixel Why digital marketing is so powerful is because you're able to track everybody who has come to your website So your website is like your storefront, right? So whoever comes to your website a potential Window shoppers right imagine that so the the Facebook pixel allows you to track all these people around the internet Once you have that installed on your website, you're able to follow these people around the internet forever like really forever and Then you can sell to them over and over again. So that's why data are super important Right. I often give the analogy where Amazon is actually not Delivery service. It's a data company The AWS sector I think made around like 9 billion in profit And that's why they're so powerful because they they own all the data they know everything and That's why it's so powerful. Yep Okay, so how it really works is for example, if you can see here, right a customer comes He types Google.com and he searches for something or product on your website and then he goes into your website, right? The Facebook pixel will pick this up will picked his his ID and will be able to track him forever And in the future if you ever want to sell to him and because you know, you know He's a very very qualified audience already. He has intention He has interest in the types of products that you're selling. So you are able to Retarget him in the future with an ad and then you're able to build the relationship from there and make a sale So that's why it's so so powerful Okay, so what data collection and when I keep saying buying data, what it actually means data collection is when you're able to expand Your potential customer base, right from from people who don't know you at all to people who know you and We've not bought from you. So people who know you who have not bought from you are warm candidates, right? They have not bought from you. They're not hot candidates yet. So that's what data collection means If you can see here on this website over the past three months There have been 96,000 people who have come onto this website What that really means is that there are 96,000 people who are potential customers Right and no way this business is getting 96,000 sales right per month or whatever it is Right over the past three months But that also means that there's a lot of data here that is meant to be captured There is a lot of potential for a lot of sales and if done correctly, this data is extremely important Yeah, that's why if you're able to acquire and buy a data at break even point It means you can be very very profitable in the long run because at first you're gonna acquire the customer You're gonna acquire much more data than your competitors Besides and then you're able to spend more on that because you're willing to go to the break-even point and then afterwards when everybody's struggling To profit on the front end. You already have all this data in the back end and you can just sell Okay. All right. So what exactly does the Facebook pixel collect? So This is basically the metrics that it collects. So every single action on your website, right? It's trackable. So if I go to your website and I search for something, right? I search it on the search bar or I go to your website and I click the add to cut button or I go to the website go click at the card and then I go to the checkout page every single action is an indication to Facebook and this data is being pumped back into Facebook so that if you ever want to retarget these people and basically build a relationship up and Prompt them to say, hey, do you want to buy this product now? You know exactly what stage in the buying process there. Are they closer to the purchase here? Or are they a checkout type of customer or they add to cut the customer, right? So as you can see from like going down here is Coming from cold to hot, right? People who are nearer down the the conversion funnel are easier to convert, right? And are showing very highly qualified prospects and then going up here. Yeah, so baby. I mean, it's it's quite self-explanatory Yeah, so on the left hand side here as well. These are a few types of other data that Facebook collects So people who have like engaged with your Instagram or Facebook page people who have watched your videos So be it you can put videos out as an ad use can put videos out organically, right organic posting like People who have watched those videos. You can literally target people of Different characteristics. So people have watched like 25. Sorry. This should be 95 25 percent 75 percent of your video Or 100 percent of your video, you know, these people are sort of more qualified audiences ready They are not co- audiences. There are people who already know you in a sense and then then again, they are your they are email list as well Okay, so what it actually looks like is this this entire funnel as you can see from the top right What you're basically trying to do when you buy data as much as possible at first It's just to get people to know you all you want to do is acquire people To come into your funnel in any way possible come on to your website engage with you in a certain way or Watch video and spend time with you, right? You're buying attention with ads, okay? So Every time you the conversion funnel will look like this, right? There are people coming in at the top of the funnel. So they are cold cold traffic people who don't know you at all You want to push them down to the middle of the funnel where for example, they have engaged with your page Or they have visited your website one time Okay, so that's how we classify a middle funnel and then my bottom of funnel is anybody who has taken Intention or step towards the purchase So anybody within this range at cut at to wish this you need to check out at payment info anything before purchase Is a bottom of funnel customer Okay, and so this is very very trackable. Everything is here is trackable So, you know on and understand from the data that how how big of a funnel is what types of revenues you can expect and Yeah, as long as you understand your metrics Facebook advertising is is it's profitable and Once you get something that works you can scale it up very fast Okay, so the last thing that I'll say it's it's very important to keep both pipelines running at the same time, right? So for example, if we were spending like five thousand dollars on an ad budget and then Because suggest 20% of the budget be for middle of funnel people and bottom of funnel and then The 80% The rest of the budget be spent on top of funnel. This is very important because You should not only focus on retargeting So this is where the money is right, but you should not only 100% focus your budget on Selling to people you must always have your pipeline for so that you never worry about sales coming in all the time Yep, you always have new customers coming in All right, so basically Facebook is literally like any other form of sales or marketing. It's all about building relationship and you're buying attention Right. So people buy from those People whom they know like and trust right. That's why it takes a bit of time to develop that relationship Why why like people don't understand if you're buying advertising in an online space, right? Why doesn't money just come in automatically? That's because you don't have relationships in the first place So you you're unable to sell to them. Yeah, so what we're basically doing is literally just digitizing the sales process Right. So in every type of sales, it's it's about the same thing It's like how does the product and service benefit the customer? So provide up on value That's the relationship being established in the first place Afterwards move them along handle any objections that they have and then show them social proof of other people using the product Or results that you've gotten in the past right to solve their problem Right and then afterwards you're able to ask for the sale and that's the call to action Okay, so lies it relationship building just takes time Okay, so this is exactly how a funnel looks like let me just open up full screen. Okay, sorry about that Let me just zoom in for you. So this is how the funnel strategy looks like right? You don't have to know all of this I'm just showing you exactly what it is. Okay, so like I said before top of the funnel as you can see people who have Where is it? Yep We run engagement campaigns video view campaigns as well as conversion based campaigns And then middle of the funnel are people who have visited your website But have not taken any Step to move on to show any interest to buy right so people who have viewed your content gave you time Give you that email or give you time to visit your website, right? So this is middle of the funnel up Middle of the funnel down is basically people who have viewed the product page or add to cut Add to cut. Yep. So It shows intent to buy and that's why they are middle funnel down Then bottom of the funnel is add to cut initiate check out. So the one step before the purchase So this is basically how we target on the campaign level Okay, then in terms of retargeting retargeting is like low-hanging fruit because you know these people Extremely qualified audiences. These people already know you you just kind of have to convince them to buy right so This you don't have to know this technically like the technicalities of it But like for example, we retarget so this is very aggressive, right? everything from Everybody who has watched 25% 50% 7500 and then view content which is basically people who visited your website Over the last 07 days 7 14 days 14 to 30 days and anybody who has add to cut in 07 7 14 As you can see anybody who has initiated a check out also done that and then anybody who has bought previously from you In a 60 to 90 day window. We also retarget that Okay, so how Facebook ads really work people don't really understand because um, it's very It's like a black hole. Honestly, like there's no resource out there that really tells you Exactly how it works until you get on a campaign and spend money of your own Yep So how Facebook ads work is there's a testing phase and there's a scaling phase a testing phase is basically Seeing what your audience actually responds to like see what our creatives what our photos and images and videos They respond to and the copy and so by testing a lot You can get results when you can find something that works, right? So as you can see here, you see the stats on this campaign, right? This is the testing phase So we're ready for skill here. So as you can see, right? I tested around one two three four five six around like seven seven ads Coming here and like these three just completely died, right? So I turn them off, right? So that's what optimization kind of is, right? Then these these had purchases coming in so as you can see here cost per acquisition per purchase You see $18 per versus $5 per. I know this is definitely working extremely well. So in this sense Scaling is when you can see something that's working and you're able to increase the budget on that or use that creative and expand it to new audiences Right. So for example, if this was at $10 per day, then I'll increase it to 20 10 20 30 40 50 dollars per day Up to a hundred maybe right and if that that holds up, right? If the results still stay quite consistent, then we understand that that audience is ready for like it has been stress tested so we are ready to increase and scale up to Try to hit above $100 per day just on this ad set alone. The campaign may be a thousand dollars a day or whatever it is We just need to test things out, right? So something like this $18 per purchase is too high. So definitely we will stop running that Okay Right. So what does data optimization? actually mean So this guy like he's AI is really really very good. Okay, like I have to give it to him, right? However, it's not very stable They have up and down days sometimes and when we do testing I need to see what works, right? So that's why I say there's this is hype term where in the industry they always say or we use data driven decisions To optimize. Yeah, that's exactly what this is. It's just using data to To understand what's happening behind the metrics. Is it profitable or not? Should we do this? Should we do that? Right. So yep Okay, so what our entire process actually is is for example If you're a pixel install or if you had a previous audiences that we can use and touch on Then we test them all in one big big campaign, right? So for example, two of these are winners. Two of these are getting very very good metrics like this $5 per purchase Right, so we will take those winners and then move them into a new campaign So then we will test it at even higher budgets and then test audiences as well Okay, then the last step in terms of scaling So we understand after two rounds of stress testing right that these audiences and these creatives work very well already Right, then we enable a big a big CBO camp a big campaign basically And then launch new assets and we try to be aggressively scale as much as possible increase the budget try every single audience try multiple creatives and Yep, because we've known from the past data that this this works well Okay, so our process is really like this, right? So we start off with an account create customer avatars and like know exactly who you're selling to right? And afterwards you do competitive analysis So we find out who your biggest competitors are who are the top dogs that are really killing it Who are already doing very well and then research them into a dog So really take their screenshots of their ads take the ad copy see the customer review So seeking customer feedback is very important because you're able to draw the emotional aspect of the copy from that See it from the customer reviews on their own Competitors stores as well as if you're able to get feedback from your own customers for example an email list Using hot jar for feedback stuff like that yeah, and Then afterwards you go into copywriting as well as ad creation So the ad creative is really the face of your store because imagine on Facebook or Instagram on Any ad platform right? That's the first thing that the customer sees in To a door into your store So you must understand like it's very very important. It's basically the face of your store Okay, so understanding placements You're spending money to already acquire and buy first attention It's basically real estate because you're buying a space online right think of it like that So if you already It's important to understand placements because if you're buying real estate going to buy as much as possible right like at the lowest cost Right, so that's exactly why it's important. So the three placements. You should really care about you should really never ever Put out an ad that's like a 16 by 9 something that only occupies a small spot part of your screen So the best ratios are one to one square videos five to four It extends all the way and for Instagram story Then 16 by 9 it feels fills up the entire screen All right, so what does a winning ad look like? Okay? I'm going to show you I'm gonna watch a few videos with you as well to show you a breakdown Like exactly what what is happening? So in this exercise? I'll just like you to just observe the types of things They show the types of text that they actually show and the pace the actual pace of The timing basically of the video. Yep. So These are all product focus they are selling products very generic products and just Observe and I watch you review and we'll come over the comments after after the video. Okay. Now we'll watch the other video Okay. Now this like a generic Generic ads, right? Let me show you a few this Ben does it very well Like actual branded stores, which run similar and very very good ads so like keep those things in mind as well and Observe the types of ads that are shown here. Okay? These brands will never put these videos on this store So you have to come back to this video to kind of reference these videos again So if they change the ad then you can you can check it out, but let me just show you Okay, so just observe the elements of the ad again The attention the the text that's coming and basically everything. Yep. We're gonna watch two more together All right, and we'll watch the last one together Let me just pause this Yep, this would be the last one. All right. Did you did you see what were the elements in there? Okay, so let me just go through some of it like the general characteristics of every winning ad they all have common things Okay, so they all have some sort of story right and there's some sort of direction where the captions and the text always guide the customer into Explaining or describing the product in something in more basically with more information. Okay, so I'll just break it down here a winning ad Has generally has emojis in the caption. So from top to bottom, right? There is a link call to action in the description here So here over here. There's a link to the product page or whatever it is you want to sell There's a captivating thumbnail, right? It provides intrigue, right? So as you can see as Kido here, they have a lot of call to actions here and They point you something right like you don't really understand what is happening But you're kind of intrigued about it and that's the the thumbnail, right? We also test the thumbnail a lot to see what works and what doesn't and basically imagine it from You're scrolling through Facebook and it's going on your phone The only reason why you stop on the ad and stop on your phone is because there's something that you kind of want to see and like Oh, I'm like quite interested, right? So that's what the thumbnail is for and that's what the scroll stopper is for The scroll stopper is basically the first three seconds of a video that will stop the customer, right? So if someone is paying attention to you To to your brand or whatever like it's called paying attention, right? They're giving you the attention So in terms of the first three seconds is very important because for them to continue watching a video after the first three seconds That's that's the all the time it takes for you to show your value proposition So the first three seconds has to be in the sense and gauging There must be a while factor and we also have to split test this a lot, right? So it must convey and show exactly why am I watching this? What is the benefit to me? So if you can see here Let's open this at right the first three seconds Everyone's going crazy over this new island eyeliner. Did you see that in the first three seconds? It's a still image. Why did we do that? Did you see one two? Okay around two seconds, right? But it was quite a delayed response, right? It's because people want to see what what how why everyone is going crazy over this new eyeliner So when people run ads, it's a very specific form of advertising on on Facebook for video Because it's very very different from YouTube ads or whatever it is. Okay, and that's the scroll stopper That's the first three seconds, right? Also storyline captions words to guide the customer Okay, there's a never-a-down moment and as you can see that's fast fast moving. This could potentially be faster Actually, that's why I scrolled through quite a bit just now because actually they should have done it a bit more faster It was not very engaging and yeah, people like have short attention spans. So you need to cater to that Okay, that's never a down moment for storyline captions as you can see here, right? Just now this ad, right? They had so many captions coming up all the time, right? Just to guide the customer let it set for a moment Water test is literally describing what is happening on screen But because it gives direction, it's much more clear on what the product actually does. So everyone's going crazy. Okay? Yeah Yeah So it's basically like instructions and showing exactly what the product does see smudge proof and Waterproof so even though the video showing it the text is making it so easy to consume this type of content is so easy to Consume and so easy for the customer to understand what your value proposition is Yep, so that's basically that all right. Another thing is being product focused, right? So even though you're selling on Facebook You should definitely have people inside to show people actually using the product because people trust people people don't trust brands So always have if you're able to always have faces present in the video and Always have people using the product in a certain way All right, and then if you notice as well, there was a lot of social proof as you can see There were people using the product all over so it's this is social proof being used all over and then Afterwards it gives value so at the end as you can see call to action at the end of the video You can see at the end right there is this swipe up Yep shop now click the link below and then there's a there's a direction to click This one as well Shop now click the link below As you can see so they're all very very common characteristics that every winning ad is good And the reason why you need to have these things in place is because if you are buying people's attention You don't waste people's time Right and the more people engage with your video the more people they watch right Facebook actually rewards this behavior because you are rewarding the customer They actually like your ad so as a marketer you're spending money of them They like it as well, but they want the best for the customer experience. They will prioritize the customer experience So if your ad is showing that or a lot of people are engaging with it A lot of people are clicking on it because the video is good, right? It will actually drive the CPM down the CPM is basically amount of the amount you pay for a thousand View a thousand people to see your ad Okay, so the drive if you drive that CPM down you have a very good at you spend less money on advertising You're able to acquire more customers, right? So Your ad is super important Okay, so This process driven workflow and we're coming to the end by the way It's when we do our testing and scaling and we execute and we test and experiment a lot of things a lot of videos a lot of creatives A lot of audiences ad copy copywriting We measure the metrics, right? And then from the metrics and the data we get the feedback and then we're able to learn and improve the process from there Right and as we learn and improve then we have a further discussion as well as redesigning of the process to make an execute Even better, right? So doing this all together and like doing time to To execute and learning from our own feedback learning from the data Will allow us to generate revenue, right? The best thing about it is that it is a flywheel structure Because Facebook works on AI so you get smarter over time. So once you buy enough data to a certain point Facebook has so much data on your behalf that you are able to target audiences very very well And it already knows who to target when to target and basically Conversions increase. So it's like a skyrocket where at first you're buying data You may not see results and then there's a big spike up because you have a lot of data and Facebook AI is working in your favor Okay, so I've come to the end of the presentation. Thank you for watching this video You can download the resource below I would highly suggest you to do that and keep it on file on your computer as well So in case you ever need to use it. Yeah, then you're able to use it as well when for example, you are Designing an ad creative or something like that. All right, I'll see you in the next step