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Video Transcript:

JD:
Hey, what's up? This is JD. Welcome to today's presentation of GSD Daily. Today, we're going to talk about how to optimize Facebook Ads! So first of all, I am joined here today by Jenn. How are you doing, Jenn?

Jenn D:
I'm doing fabulous, Jason. Thank you.

JD:
That's awesome. So a couple of days ago, she texted me or sent me a message or whatever and said, "Hey, can we optimize Facebook ad campaigns?" And I was like, "Yeah, sure. You want to do it on our Daily?" And she was like, "Yeah." So, that's how it started.

Jenn D:
Yes.

JD:
So tell me, as my cat's running around here. So first of all, I am sitting today because I'm doing something different with my whole standing desk setup, which is exciting. So Jenn, tell me a little about the campaign, who you're targeting, what it's for, what leads you're getting, and then we're going to dive into the actual ad account and move around all of that stuff.

Jenn D:
Yeah, so right now I'm running a giveaway on [inaudible 00:01:03]. I'm a [inaudible 00:01:04] photographer, and I am doing a boudoir giveaway. And I have been doing this for I think maybe two weeks now, and I have had a lot of success with the ads currently and I'm trying to figure out to take them next. I am looking for a very distinct type of lead for this, and so I'm guessing is that I've used my Pixel for several years, and it's broken in per se.

JD:
Right.

Jenn D:
I feel there's more I can be doing with this ad than just right now it's wide open to a big audience, and so I'm wondering how can I best change what it needs to be changed so that we can optimize Facebook ads for the people that are seeing it and clicking on the links.

JD:
Right, totally. So who is your ideal person? Your ideal buyer, if you were to, first of all, describe them, age, demographics. What happened in their lives to bring them to you? That kind of stuff.

Jenn D:
Yeah, so I'm looking for obviously a woman, and typically they're probably in their 30s to 50s. These women are probably most likely people that enjoy investing in experiences in their life. So they like to shop, maybe they like some luxury brands. They like to maybe go to experiences like concert venues, and they're the ones that buy the VIP tickets, and I'm trying to just think travel a lot. So my clients like to travel. So people that like experiences. Coming to a portrait studio is an experience in itself. In a nutshell, those are the type of my people that are typically married. They have a couple of kids, and they're not feeling like a woman anymore. They're feeling mom syndrome hard. Yeah, so that's who I'm looking for.

JD:
Got you, cool. So let's dig into the campaigns and see what we are working with in terms of going there. So we're going to drop into the campaign. I should probably share it on my screen. All right, there we go. Okay, so make this a little bit bigger hopefully, okay. So these campaigns are live, and Jenn, can you just describe your naming convention here. So this is, if we go out to the campaigns, we have luxury boudoir, traffic campaign, and then underneath ad sets. So if you need to just talk through your naming convention there.

Jenn D:
It was pretty much just so I would know which image, which... The only thing I changed, this is five ads and the copy is the same on each ad. The only difference is the image. So the naming of this is one my audience, age demographics, so you can see 24 to 52. The location I used was Erie DMA and then the rest of it is the image reference.

JD:
Is the image, right. Yes, totally. So one thing that we can do is, so let's look at these ad sets real quick. So the campaign is the dominant campaign, the campaign that all of the ads are in. Then the ad set basically what it does is it establishes the demographic and the target interest and says, okay, all of these people are going to see these ads. And then the ads, you can have multiple ads within that ad set, all targeting the same people, which tends to get you a little bit better results because you're split-testing against the same people. So let me look at this real quick. So if we dig down into these ads. Looks like we're excluding some folks, which is great.

JD:
We have women 24 to 52. You have no detailed targeting which is super interesting. So you're just casting the widest net, the super-wide net, and saying, "If you are breathing and a woman with between the ages of," what was it? 24 and 52?

Jenn D:
Yeah.

JD:
You're going to see this ad. So boom, so there is an opportunity there. We're using manual placements, which is fantastic. We're using Facebook, just Facebook and we're using all devices, so desktop and mobile on only Facebook currently. So, all right. And then this ad set is going to be the same, right?

Jenn D:
Yeah, they're all exactly set up the same just like what you just saw. The exclusion is actually... those are my pages that they click on. So I don't want people coming and seeing that ad again if they've already been to those pages.

JD:
Correct. Yes. Perfect. And these are your confirmation pages then?

Jenn D:
Yes.

JD:
Okay, perfect. Okay, so I think what-

Jenn D:
[crosstalk 00:06:44] campaign right now, so I'm not sure, I was wondering if this needs to go to a conversion campaign.

JD:
Well, you are getting conversions, right?

Jenn D:
Well, yeah.

JD:
Yeah. You're getting leads. They're clicking through to the conversion campaign. The conversion page.

Jenn D:
Yes. I just don't know. And if you go to the columns where it says columns performance, I have one that says... "Oh, I see [inaudible 00:07:13]."

JD:
Yeah. I won't see it, but we can make this little customer report real quick. So is it set up on a ... Oh, there it is. Custom conversions. Look at you go.

Jenn D:
I don't know where you're at.

JD:
Oh yeah. Yeah. So-

Jenn D:
[inaudible 00:07:28] set up in here already for-

JD:
So when you're creating a new ad, basically you can grab the columns and you can go through and select different columns. So then you would just customize the columns and then that brings up all the different ways that you can customize the columns, all the different columns you can bring in. And if you click custom conversions, your custom conversions are set up right here.

Jenn D:
Oh yeah. Those are the two that I was looking at to see what I'm paying for the people making it to those pages. Correct?

JD:
Yes. So we are going to pull that report just real, real quick. So we're going to pull the report and it looks like... Holy shit, we got a lot of conversions. This is nice.

Jenn D:
I don't know what you mean by that. The impression are you looking at-

JD:
So it's saying we have a luxury boudoir, thank you. 91 conversions from this first ad, 43 conversions from the second ad, 63 from the third, and 56 from the fourth. Does that sound about right?

Jenn D:
Yeah.

JD:
You've generated 316 leads-

Jenn D:
Yeah. That's right.

JD:
... off of $232 in ad spend. That is ridiculous.

Jenn D:
Is it good?

JD:
That's ridiculous. That's so good.

Jenn D:
[crosstalk 00:08:50] wide-open market.

JD:
Yeah. So the wide-open market, I mean, first of all, you're doing awesome from a lead conversion standpoint. The wide-open market though is it might detract from the avatar that you started with. The person who is into experiences. I mean, we both live in Erie, Pennsylvania, so all of the people that are seeing this ad are not into that stuff, you know what I mean? But if we wanted to cut and tighten down that market a little bit and I think we could still generate the same lead costs, even with a tightened down market. Do you want to set up... I don't want to do anything with this campaign the way it is because we're generating leads with it, so I don't want to mess with any of these, but what I would like to do is set up a second ad set, then add those ads underneath with maybe a dynamic campaign and some better targeting and see if we can beat this thing you got going on.

Jenn D:
So we just duplicate what I have there and then you-

JD:
Yes.

Jenn D:
Okay. That's what I thought.

JD:
So what we would do is we would... so do you want me to go ahead and do it?

Jenn D:
Yeah. Let's do it. So we're going to run just as they are and we're just going to make a couple of new ad sets or do you make five new ad sets?

JD:
[crosstalk 00:10:21]. I'm just going to make one new ad set and put five ads in that ad set. Only it's going to be a dynamic ad set. So a dynamic campaign. I set it up on our Tuesday GSD Daily, a dynamic campaign like this, but basically, it's one ad set and one ad, and that one ad has the five different creatives in it. And then it is up to us to optimize Facebook ads as opposed to looking at these guys or having to manually look at these and say, "Okay, where's my best cost per lead?" Do you know what I mean?

Jenn D:
Yeah. Let's do it.

JD:
Okay. Cool. So where is your best campaign here?

Jenn D:
I think it's the first one.

JD:
Yeah. 48 bucks for, yeah. Shit. Yeah. That's awesome. All right.

Jenn D:
I think it's [inaudible 00:11:11], yeah, I don't know. I guess it has the most.

JD:
Yeah. So we're going to start a new campaign, and we're just going to nest it inside this original ad set here. We're duplicating the ad set and the ad, we're going to give it a different name. We're going to call it the DFY dynamic ad set.

JD:
We could also do a conversion campaign. Let's do that. We're going to do that. So I'm going to discard this draft. So what I'm going to do is I'm going to set it up as a conversion campaign. So it's a track, we have plenty of conversions for it to know who to target. And what it's going to do is rather than charge you per campaign or per click, it's going to charge per lead. So it's also another way of getting a per lead cost reduction down. So let's go to-

Jenn D:
[inaudible 00:12:15] per lead? Do you mean what exactly?

JD:
Per the email address?

Jenn D:
Okay. So it will know who entered their email address.

JD:
Correct. Because you have that conversion pixel set up. So basically what we're doing to optimize Facebook ads is looking for is these 316 people right here, Facebook's algorithm is built in such a way that it can go out and find many, many, many more people just like these people or it will you per email conversion. And the reason this makes sense when we optimize Facebook ads because with its algorithm, it can show the ad to fewer people knowing that those few people will convert at a higher rate so it has more ad inventory to then sell to everybody else. Do you know what I mean?

Jenn D:
Yeah.

JD:
So that's why they do it. It sounds counterintuitive. It sounds like, "Well, you're not going to lower my cost per lead," but it truly is all a function of cost per thousand impressions. So there's always that dynamic scale on the background. So before we do this though, what I want to do is I want to go create a Lookalike audience since we're doing a conversion campaign. So let's go see what you got set up in the audience section.

Jenn D:
Okay. It's a mess in there.

JD:
It's okay. So step two is that your conversion?

Jenn D:
So step two is the page that they enter their information on. And step thank you is when they enter, enter like they're submitting it

JD:
So step two is probably a little bit more qualified.

Jenn D:
No, I think the thank you page is the [crosstalk 00:14:07] page.

JD:
Probably the most qualified?

Jenn D:
The thank-you page is the last page you'll see. So that's where the submit button is. So step two, they enter their name and email and everything, and then they are taken to the thank you page.

JD:
Okay, cool.

Jenn D:
[crosstalk 00:14:21].

JD:
We're going to create a Lookalike ad or a Lookalike audience for the thank you because it's the most qualified [crosstalk 00:14:31].

Jenn D:
Those are the people that finished the process.

JD:
Right. Yes. So we're going to select the United States for the location and then we are going to... so it's going to find 2.4 million people just like this set. We created it and it's populating it now. So this is ready and once this thing, it usually takes half an hour to find all those people. But what we're going to do is we're going to go create an ad using this Lookalike audience, and then we're going to filter them down through some of the experiential things that Jenn described that her best clients use.

Jenn D:
So I have a question, why do we not do the Lookalike audience in the market that I'm marketing versus doing it in the ad.

JD:
So we're going to do it in the ad, we're going to create the Lookalike audience, and then we're going to segment down into the zip code or the city of Erie. And then we're going to segment down into interests so that by the time we're done, we're going to have a group of 15,000 people.

JD:
So we're going to duplicate this campaign. The reason we duplicate the campaign is it's easier than creating one from scratch. So we're going to duplicate this guy. We're going to delete everything else we don't need. And then we're going to... so these guys, we're just going to go ahead and delete these. All right. So I'm just going to delete these guys. All right. Deleting. And delete the last one.

JD:
Now to go from a traffic campaign to a conversion campaign, there's a little setting you have to click. So the first thing is we're going to go through and rename the campaign, was going to say DFY, B-O-U-D-O-I-R conversion campaign. So, and then we're going to go down and pick the conversions campaign objective, which is going to tell us we need to do something different on the ad set, so we'll take care of that when we get there. We're doing campaign budget optimization.  That's a big trick when it comes to how to optimize Facebook ads. So that is one campaign budget for everything that is in that campaign. And then if you want to target the ad set, do you want to do a different budget per the ad set and we can set that up. We're just going to set it up at 10 bucks for right now just to see if we can get better numbers than the campaign that's already set up. Next-

Jenn D:
[inaudible 00:17:40] this one ad?

JD:
Yeah. Yes, yes, yes, yes, yes. So we can change the budget once we're done.

Jenn D:
It's not going to affect the other one or anything to do with the other one.

JD:
No.

Jenn D:
Okay.

JD:
No. So we're going to keep DMA. So all of the images are going to be rotated inside of the ad campaign now. So I usually have LA for Lookalike, so that way I know it's all driven from a Lookalike campaign and then interests. So that way we know that this is an interesting campaign. Now the conversion events, so this is that thing where we're... so we're looking to optimize Facebook ads - for Facebook to get us to thank yous, right? So luxury boudoir thank yous?

Jenn D:
Yeah.

JD:
Okay. So that is now the conversion event. That is what we trying to do - to optimize Facebook ads - for all of your traffic. They want to just get people to that thank you page for you. And they know what kind of people have been hitting that thank you page so they know how to optimize Facebook ads from this point forward. We're going to use dynamic creative, so that way Facebook sets everything up in the background.

JD:
So to optimize Facebook ads, it's going to be taking one ad or mixing and matching a bunch of different images and ad texts and stuff into the ad itself. And then dynamic creative is good. Then let's see. Oh man, it looks like Mars is here and the bill is here. I haven't even checked out the category, the thing. So that's cool. The comments, so budgets we're going to start today. So when you're setting up a campaign optimize Facebook ads budget, then this is where you set your spending limits. So right now this is saying that it's $5 maxim per day. It's $10 for the campaign and we're only doing one ad set in here. So we'll just delete that for now.

JD:
Now, this is where it gets exciting though. So here we are going to start pairing our audience down. So we want to start with our Lookalike audience. So the Lookalike audience that we just set up was those 180 thank yous. So we have a couple of Lookalikes in here. Website page view and Mailchimp subscribers. Those are fine. We could use those, but they are lesser qualified than our new leads. People who have just been to the website, they haven't opted in for anything, they might be a little bit older. So we're going to use this group. We're still going to exclude the thank you pages. So out of your last, let's say a handful of clients, how many of them have been below 30?

Jenn D:
I mean, I can tell you that real quick if I can only start the [inaudible 00:20:57] with what looks like. Oh, there's quite a bit of them. Actually no, there's only 32.

JD:
That has opted in underneath 30?

Jenn D:
Yes. Oh, under 30 there's been, hold up, quite a bit. Okay. So out of the 300 leads, I have 86 of them under the age of 30.

JD:
Okay. So how often do you sell something to somebody under 30? Let's put it that way.

Jenn D:
Well, I just started this, I don't have a lot of data.

JD:
Okay, so let's approach this a different way. So if you had to put one 10 year age group, who is that best person?

Jenn D:
Okay. So what they're seeing when they do this is they do have to tell me their age. So I have a grouping of 31 to 40-year-olds and then that is the bulk of it. And then 41 to 50. So I would say 30 to 50. I went a little bit above 50 because the women above 50 have more discretionary income because their houses are usually paid off, their kids are out of school. And I've gotten quite a few 50 pluses, which I was surprised. I did it to test it, but I would say, about 40 of the 300 and some are in that 50 plus, but the majority is in that 30 to 50 range.

JD:
Okay. So once these people start coming in for sessions and you start selling stuff, then we should probably alter these campaigns because I guess that somebody at 35, somebody between the ages of 35 and 45 are going to be your biggest, most hyper-active buyers. Then you're going to have the other age groups outside that are going to fall off a little bit.

JD:
Now, it still makes sense to advertise to them, but it's going to cost more per sale, not per lead, but the sale. And when you make that sale is going to be a higher dollar figure, you know what I mean? There's a lot of times we'll run this optimization and we'll see that... even for our stuff, 55 to 64 male is our number one buyer to the point that they buy three times more often and they spend three times more money. So there are buyers all over the spectrum, but if we are discretionary with our ad spend, that is who we're going to be going after is that hyperactive buyer, you know what I mean?

Jenn D:
Yeah. And everybody that has booked from this ad so far has been in that 41 to 50, except for one person.

JD:
Okay. All right. We're just going to do this and so we're going to kick this up 40 to 50 just to see what shakes out of 40 to 50. I mean, we're spending so little money daily that we're not able to reach everybody anyway.

Jenn D:
Yeah. And it says the reach over there is 300 to 900 people?

JD:
Yeah.

Jenn D:
Are you looking for a number there?

JD:
No. So that's daily rates. The potential reach is unavailable. So it's not going to tell us because the Lookalike audience hasn't finished calculating it so it doesn't know what the top end is. So this is what's our $10 a day will give us, and then it's saying that we'll get about 10 conversions on $10. So it's all just conjecture at this point. And then for detailed targeting, so we're targeting Erie, and then we're going to go through and detail targeting. So we're going to go through and add some interest. Now people around here, our higher net worth folks, so where do they shop at a grocery store?

Jenn D:
Wegmans.

JD:
Okay. So this is going to be the interest category. Where would they shop for department stores, do you think? You don't have any anymore.

Jenn D:
So a lot of these clients are driving to Cleveland and Buffalo to go to the Galleria to go to the legacy village, I would say vendors are-

JD:
Like coach persist.

Jenn D:
Yeah. And the ton is popular with this market.

JD:
[inaudible 00:26:06]. There it is.

Jenn D:
There you go.

JD:
All right. There we go, in interest. All right. So let's see what else? Prada, Chanel, Burberry. So I just hit the suggestion box. Trader Joe's, I think, well we don't have any Trader Joe's around here-

Jenn D:
We don't [inaudible 00:26:23]. I would say given how sponsored this is, so I know there's local places here like [inaudible 00:26:34], but any type of salon or spa service. I don't know if that's helpful. Erie just really doesn't have a lot of luxury shopping places.

JD:
Yes. All right. So let's do it this way. So [inaudible 00:26:51] Louis Vuitton. Lots of those people have American expresses, American express very much caters to that higher-end person. We got 52 million in there. So our reach is 126 to 363 now. Let's see what else do we want to do. Visa and MasterCard, none of those guys. Chanel, Gucci, Hermes, Trader Joe's. I think this is fine for now. Whole foods, so people do like whole foods and Trader Joe's, even if they're around here.

Jenn D:
If I were doing this, I would swap Dior for Gucci because Gucci is very, very popular here as well.

JD:
There we go.

Jenn D:
And are we just looking for interests or is there a way to target college grad or a job type thing or ...?

JD:
So there is some of that. So what we end up doing is there are two different things and not many people use them. There's this narrow audience field here and if we narrow the audience down, we can then add additional classifications. So let's see, a college grad right there. So it doesn't do too much to our reach, but again, qualifies us a little bit better so we can add demographic information. So education, financial demographics, we can add some income, household income, top 10% of zip codes US.

JD:
Now, remember this is filtered down from the top, so we start with the Lookalike audience and then we go down into age and then female, and then we go down into the interest. So these people are going to be your people, people similar to the people who already opted in. Let's see, what else can we throw in here?

Jenn D:
So the more you fine-tune this, does the ad cost go up or ...?

JD:
Yeah, the ad cost is going to go up a little bit probably, but we don't know until it's live. My guess is the ad cost is going to go up a little bit, but your lead is going to be better and your lead might end up working itself so that it ends up being cheaper because the ad is being put in front of fewer people.

Jenn D:
I'm just wondering, once you start using these filters, the demographics and stuff to optimize Facebook ads like, "Oh, the more you enter here ...?"

JD:
No.

Jenn D:
No, no. Okay.

JD:
No.

Jenn D:
So you get in here and make your own little ...

JD:
Yeah, you can go nuts with it. I mean, we still have good reach, but there are times where you can go in and say, we have some clients who do business development stuff. So when we used to do revenue targeting or industry classification, sometimes you would add a classification that would make an ad more expensive but that was also because there was a lot of competition in those sectors. So photography tends to be a pretty cheap niche to advertise in or for.

JD:
The other thing you can do is you can hit this little button and this is reaching people beyond your detailed targeting selection. So to optimize Facebook ads with its algorithm thinks that there are people outside of the people who you are explicitly targeting that would make sense for this offer, then they will show the ad to them. So we're just going to click that.

JD:
We're going to do automatic placements. So when you have a lot of conversion data and when you have a lot of conversion data, Facebook knows who to find. So automatic placements are usually a really good thing. And then if it's not, we can always come in and just hit manual placement and then just do Facebook. That how we optimize Facebook ads at least.

But right now, this way, this ad shows up on Instagram, it shows up in messenger. So it's going to show up across the board. I'm not crazy about audience network, but the way we're going to be set up this ad audience network is okay. So this is good. This is our ad set.

Jenn D:
Where does the audience network?

JD:
So the audience network is going to be under manual placement right there.

Jenn D:
And what is that?

JD:
It's all of Facebook's partner websites. So people in apps that use the Facebook ad platform to monetize their games or they're whatever. It's usually on, it's a lot of mobiles. And then when we optimize Facebook ads, Facebook serves the ads up into this audience network. It's a Catch-22 sometimes. Sometimes you get cheap traffic, but oftentimes that cheap traffic doesn't convert. If Facebook has all of the audience data that it needs or all of the conversion data that it needs, it can make the audience network work well, but it won't work for just cold traffic.

Jenn D:
And I'm sure you'll say it later, but I'll be able to see where those conversions are happening?

JD:
Yes. So I think we're good on the audience now. Now the fun begins. So actually this is going to be pretty easy. Oh, you know what? I don't think I'm an admin on your page. So what I'm going to do is I'm going to add my page here and then we're just not going to publish this adhere. Because I'm not an admin on your page, which means I can't attach your page to an ad even though I'm an admin in your ad account. So we'll figure this out after the show. Yeah, so we have our ad now you're...

JD:
So here's looking for a single image or a video which you have, the dynamic creative. So what we're going to do is we're going to give it multiple images in multiple headlines, and then Facebook we're going to end up running that split test in the background. So we're going to add split or select images here. So is it this one?

Jenn D:
Yeah.

JD:
Which images is it?

Jenn D:
Yes, that one. The girl in the second row, the second one in, and the first one, the first and second one. Those two did well. How many do we need?

JD:
We can have up to 10.

Jenn D:
Oh, okay. And then we can use that. Oh, that second one has a yellow triangle, I'm not sure why.

JD:
Marked on the mobile newsfeed, the tallest support. Oh, it's too tall in the mobile newsfeed.

Jenn D:
Yeah. And then the four, five, six-one in on the top row, the other ones got denied, to be honest.

JD:
Okay. Yeah. Well, I can understand that. Yeah. All right, so these we're going to run with. My mic is right where the continue button is. Okay, cool. So now we have these images and to optimize Facebook ads - Facebook is going to be split testing these images in the background. So we just hit that allow optimizations. This is a great ad copy. I mean really, there's nothing to change there, you even got the little Bitly link in there. The headline is good. You've got the emoji description. Good. We have a Bitly website URL there for tracking. The display link is good and learns more is good. Conversion tracking is good. The rest of this is all good.

JD:
So, I mean, basically what we did was, we turned your ad into a conversion campaign. So I'm going to go through this, just get out of here. So we're going to close. All right. So we can review and publish that after this. We went through, we changed your conversion, your ad campaign from a traffic campaign into a conversion campaign. We set up a new ad set based on a Lookalike audience that then pulled people down into the interests and then squeezed the age group a little bit to see if that was a more profitable age group. And then we set up a dynamic creative ad with a creative already. I mean, when we turn this on, I mean, it's going to be a little bit more expensive today. So from a lead cost standpoint, it's going to be a little bit more expensive today as it gets going, but tomorrow you should see leads cheaper than what your existing campaign is. So that'll be fun.

Jenn D:
Yay.

JD:
Yeah. So maybe we'll do a little update video or something and see what the results came in as.

Jenn D:
Yeah. And how long would you give that? I guess is it just those first 24 hours to have that ad to work?

JD:
I would say probably a week. Usually, it takes 24 hours for a campaign to settle, especially on the low budget. I mean you have 300 conversions in there, so to optimize Facebook ads - Facebook knows exactly who to go after. So I think within 24 hours you should see that we're going to have a good conversion cost. And then I would say within the next four or five days, think about disabling that traffic campaign, and as long as this one is good and then you can start jacking up the ad costs on this guy.

JD:
The thing about this one is it's built to scale because of that dynamic creative. So you can go from 10 to 15, 15, 20, 25, 30, and you can go up to 50. If you want to continue generating a bunch of leads, then this campaign is built to do it in a way that the other ad sets aren't because to optimize Facebook ads, those images in the background, it's showing. So when somebody sees your ad, they don't just see the same ad four times. They see the same copy with different images, four times. It's constantly optimizing into the background.

Jenn D:
Yeah. I guess it's based on those 300 people that already converted, but how does it know just to keep it in the Erie area?

JD:
So we put that filter on top of it.

Jenn D:
Oh, we did, we just have the Erie DMA. Okay.

JD:
Yes. We have the Erie DMA. Yeah. So I mean if you wanted to open a studio in Buffalo, literally we clone this ad campaign and then we go to Buffalo and just drop 25 miles around Buffalo or Pittsburgh or whatever.

Jenn D:
Yeah. Perfect. I'm excited to see how this does.

JD:
I know. It's going to be exciting. [crosstalk 00:38:23]

Jenn D:
What will we look at in my ads manager to track specifically, what column? So can we go back there?

JD:
Yeah, totally.

Jenn D:
Because I have not been used to watching for this type of, is it the same? Would I still be watching that thank you page?

JD:
So the only thing that you're going to be looking at, so this results in a tab right here, right there. The result of this campaign is going to be conversions. So literally it's going to say 12 conversions and then your cost per result is going to be your lead cost.

Jenn D:
Okay. So what I want to compare that cost per result to the traffic campaign?

JD:
Right, right, right, right. Yeps. So here, like this one, so today you got 12 clicks at 32 cents, and then for you to see what results that got you, you have to go in and add that... so we have to add that custom event.

Jenn D:
That's why I was wondering, it is still the... Okay. So those are the two I'm still looking at.

JD:
Yeah. So you got seven leads off of $3 and 88 cents in ad spend. So 13 clicks got seven leads so far today. I mean that might be different a little bit later. And then so this one, it would just say your lead cost X and then this is the amount you spent today.

Jenn D:
Okay. Yeah, I just want to know how to compare these two once they get going.

JD:
That's how you do it.

Jenn D:
Wonderful. I can't wait to see.

JD:
I know. Well, and the other side is, so it might be a little bit more per lead, but I would imagine that these people are going to book quicker, more quickly with you and they're going to spend more money once they come to you. So there's just something to think about there.

Jenn D:
Yeah, no, I mean, I am shocked that my... I'm worth [inaudible 00:40:30] 35 cents right now for ...

JD:
Yeah, totally. Yeah. Yeah.

Jenn D:
And what is a typical good range? I mean, I know we're in a weird time right now and ads are a little bit less expensive, but typically where are you looking that you're to change your budget or to see if I'm spending too much on this ad or this ad isn't converting as well. What is a good range to know you're doing okay with your ad?

JD:
Everything is different. I mean, for the most part, if you're generating leads for under $2, you're doing awesome. Email leads for under $2 is incredible, but then it's all about how much they're worth to you once they get to you. So let's say, so we generated 300 leads here, 300ish, so you spent 300 bucks about to generate 300 leads. If one of them comes in and spends $3,000 with you, then you made 10 times your money. So how many times do you want to do that? At the end of the day, that's always the question, you know?

Jenn D:
Yeah. And I guess my thinking is if I throw more money at this, I'm going to get just more visibility-

JD:
Right.

Jenn D:
... or is that how it goes

JD:
Well, yeah. More awareness. Yeah, totally. So you're going to get more awareness. So the way it was set up previously, you'll get more awareness, Erie wide, everybody in Erie. In this way, you're going to get more awareness in the circles that you want to gain awareness in. And the other side of this is with this new campaign, you can always target Buffalo, Cleveland, and Pittsburgh and people can drive here, which is that something that Erie so desperately needs and doesn't ever do, which is everybody tries to sell to Erie when we could... We have the Pittsburgh, Buffalo, and Cleveland within 90 minutes drive of us. There are times my wife and son and myself will just jump in a car and go to Buffalo just for the ride. And so ...

Jenn D:
Because it's not unusual for me to get clients from outside of the region. And so this was one of the things that I wanted to figure out how to market. I knew there are markets in Mentor Ohio, which is a suburb of Cleveland, and how to get in front of them. So yeah, I'm going to be doing more market.

JD:
Yeah, totally. Yeah. Whatever brings money here, and with this campaign, literally you clone the campaign, you drop a new zip code in it and then the rest of it is done. You just let it optimize Facebook ads for you, and you create maybe some new landing pages for that city.

Jenn D:
Yeah. It's a lot to think about, so every time you want a new city, I should do a new ad set?

JD:
I would, I would. Yeah, I would do a new one. Yeah. So what you would do is-

Jenn D:
Adding those cities to Erie, Buffalo, Cleveland, every ad set I do, I will do for every city.

JD:
Yeah, you can duplicate and then add the new zip code in. Yeah. So, and the rest would just be the same. So yes. I'm looking at my screen you guys can see it. Hey Matt. Matt said awesome stuff. You gotta come over and check out my creek behind my house, by the way. He fishes, he's a fisherman. All right, cool.

Jenn D:
[crosstalk 00:44:10] for me. I'm new to optimize Facebook ads correctly, so-

JD:
It's good. It looks awesome. I mean, the ads look good. The targeting, that's always it. So once the ad is up and works, it's how do you get more of those people, how do you get more of your perfect buyers. And the nice thing now is that to optimize Facebook ads, we just need to use Facebook's tools that they make it easy if you use them, with that dynamic creative and with the Lookalike audiences and all that stuff. So it's pretty powerful.

Jenn D:
Yay.

JD:
All right, well we went a little bit long today, so did you learn something?

Jenn D:
Me?

JD:
Yeah, you.

Jenn D:
Of course, I learned something.

JD:
Good.

Jenn D:
I learned a lot.

JD:
[crosstalk 00:45:02]. Awesome. So yeah, I don't know, maybe next week we'll jump back on and see what the results are and then what's next, you know what I mean? So what do you want to do? What is the next iteration of this? Are people coming in and spending more money and so on.

Jenn D:
I'm completely fascinated by looking at spreadsheets right now. I look at this every day and I never dipped out on ads before but I'm like, "This is fun."

JD:
Thank you.

Jenn D:
[inaudible 00:45:32] so I love it.

JD:
Cool. All right, Jenn. Well, I will talk to you soon. Everybody else has fun. If you need any help, just go to [inaudible 00:45:41].com/start and we'll get you taken care of. Cool. All right. See you all later. Bye.