Perpetual Traffic

This is Part 2 of our Q&A with Ralph and Molly!

In this episode, our hosts, and marketing geniuses, answer your questions via Molly's Facebook group. Ralph and Molly talk about why you should focus just as much on your objective as your hook and creatives, Instagram's like-removal test, and how they use campaign budget optimization (CBO).

IN THIS EPISODE YOU'LL LEARN:

• Why to use catalog sales and conversion objectives at every level of your funnel
• Ralph & Molly's take on Instagram's like-removal test
• The recommendation of 3–6 ad sets and 2–6 live ads/ad set when using CBO
• How to use broad targeting on Facebook to find your audience in Australia
• Ralph & Molly's meditation, exercise, and supplement routines

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

BOOM! Presell Article 

About Campaign Budget Optimization

Omvana Meditation App

HPX Optimized

Marie Forleo

Gabby Bernstein

Tier 11 Open Jobs

Episode 33: The Ad Grid: How to Build Campaigns that Convert and Scale

Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads

Episode 215: Q&A With Ralph and Molly

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We're doing things differently in this episode. 

Episode 215 of Perpetual Traffic is AMA-style, dedicated to YOUR questions. Molly and Ralph fill you in on the upcoming Facebook shift to campaign budget optimization, how to get people to go from blog reader to buyer, and the two objectives you should be testing your campaigns with.

IN THIS EPISODE YOU'LL LEARN: 

• What to know about Facebook's campaign budget optimization (CBO) and how to prepare for its official launch in February 2020
• Molly and Ralph's suggestions to get blog visitors to sign up for a consultation—give away your best content for free, have visitors segment themselves, make it a seamless experience with automation, and use a video sales letter
• How to test the regular conversion objective versus the value-based conversion objective

LINKS AND RESOURCES MENTIONED IN THIS EPISODE: 

About Campaign Budget Optimization

About Value Optimization

About Conversion Optimization for Facebook Ads

Train My Traffic Person

Tier 11

Episode 143: Cambridge Analytica: What You Need to Know

Episode 144: Why This is Still the Best Time to Be a Facebook Marketer (Plus… Insights from Facebook's NYC Office)

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What is pre-sell content?

It's a piece of content your prospects see before you ask them to buy your product. Here's where most marketers get confused—pre-sell content isn't a blog post. In this episode, Ralph and Molly explain what pre-sell content is, how to choose your topic, and when to use it.

IN THIS EPISODE YOU'LL LEARN:

• The differences between pre-sell content and blog posts
• How to position pre-sell articles to improve your purchase conversion rates
• Strategizing your pre-sell article to dispel a myth
• Tier 11's pre-sell case study and why it's working so well

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

5 Makeup Tips For Older Women

The Real Reason You're Losing Muscle Mass As You Age and How To Stop It and Reverse It

Lumen5

Tier 11

Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads

Episode 146: 3 Case Studies to Grow Your Business with Facebook Ads

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iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

In this episode, Molly and Mikael Yang, CEO and Co-Founder of ManyChat, go in-depth on the upcoming messaging landscape. They talk about Facebook's goal for the future of messaging, hear Mikael's take on how Facebook can monetize messaging platforms, and answer questions live with Team Traffic.

IN THIS EPISODE YOU'LL LEARN:

• How ManyChat got started and their strength in making decisions quickly and efficiently 
• ManyChat's plans for integrating onto more messaging platforms (WhatsApp, SMS, iMessage, etc.)
• The future of iMessage after its new enrollment with Shopify's live chat feature
• The #1 mistake businesses are making around Messenger marketing: Messaging isn't THE marketing strategy, it's PART of your marketing strategy

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Oli Billson

Neil Patel

ManyChat

Team Traffic

Messenger Marketing & Chatbot Mastery

Conversations Conference

Mikael on LinkedIn

Episode 94: The Future of Messenger Marketing with ManyChat CEO Mikael Yang

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

This week we're talking about 3 major topics trending in the Facebook ad world and why they are essential for every Facebook marketer to know: asset customization for placements, instant experiences, and dynamic ads.

Molly and Ralph give us the inside scoop on the tests they've been running to experiment with these different strategies, the ROI's they're getting, and their tips and tricks for amplifying ad success for each.

IN THIS EPISODE YOU'LL LEARN:

• The problem with asset customization and dynamic creatives: they don't aggregate social proof
• How to use a pre-sell article as an instant experience by using it on your landing page
• Why using dynamic product ads with different objectives and large or no audiences are working for cold traffic conversions

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Canva

Customize Your Ad Creative for Placements

Bring Brands and Products to Life with Instant Experience

Reach a Broad Audience with Dynamic Ads for Products

Productsup

Your Complete Guide To Product Catalogs for Facebook Dynamic Ads

Create a Catalog

Catalog Best Practices

DataFeedWatch

Episode 196: Instagram Ads—What You Should Know

Tier 11

Molly on Instagram

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Did you know the seasons can affect your ad's success?

For example, summer is a triggering consumer event that can make it seem like your ads aren't doing as well as they used to, but don't be fooled. Seasonality can affect the performance of your ad campaigns (especially if your products aren't pool floats)—but it doesn't mean your ads are failing.

In this episode, Ralph and Molly explain why you can't be fearful of these financial dips (and the spikes) and the metric mistake that's making your ads feel like a failure when they're actually doing well.

IN THIS EPISODE YOU'LL LEARN:

• The reason you might be seeing a dip in CTA's and results across Facebook, Google and Youtube ads right now (and why you don't need to freak out)
• Why you shouldn't turn your ads off if there has only been a decrease in results for less than 7 days 
• Molly and Ralph's money mindsets and why you need a good relationship with money to find success as a media buyer or entrepreneur
• Why it's normal to get a lower ROAS as you scale your campaigns

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

For The Love Of Money Podcast

The Secret

T. Harv Eker

Gabby Bernstein

Ready, Fire, Aim: Zero to $100 Million in No Time Flat

Gross Profit vs. Net Profit

Ads Accelerator | Tier Eleven

Team Traffic

Episode 106: How Much Can You Afford to Pay to Acquire a Customer?

Episode 133: 3 Ways to Scale Your Facebook Traffic (And Our Thoughts on Zuckerberg's Announcement)

Episode 193: The 5-Step Social Media Strategy with Chris & Nick Harder

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iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

Facebook marketing is a 3-legged stool and most marketers are neglecting the third leg: conversion tracking and dev.

Even huge businesses aren't utilizing the Facebook pixel correctly. In this episode, Ralph and Deacon Bradley, VP of Operations at Tier 11, explain how to avoid being one of these marketers, the pros and cons of the 2 different types of conversion tracking, and the best practices and common errors.

IN THIS EPISODE YOU'LL LEARN:

• The 3 jobs of the Facebook pixel: conversion tracking, audience building, and campaign optimization
• 2 main types of conversion tracking, where to find them, and when and how to start using them: URL-based custom conversions and standard events
• When Facebook might deduplicate your data: users bookmarking your page, tripwire pages with a mailing list, back clicking to a webpage, and lead thank you pages
• How to use enhanced standard events to go deeper with audiences and custom conversions

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

The Facebook Pixel

Use Custom Conversions to Optimize for URL Traffic and Custom Events

Specifications for Facebook Pixel Standard Events

PixelYourSite

Tier 11

Ads Accelerator

The Ecommerce Ad Amplifier™: How to Scale Your Campaigns, Sell More Physical Products, & Double Your ROI in Facebook

Episode 47: Facebook's New Conversion Pixel: What You Need to Know

Episode 95: Facebook's New Analytics Dashboard (And Why Your Tracking Is Off)

Episode 108: How Facebook's Ad Algorithm Works

Episode 111: Control Your Facebook Ad Experience: Bidding, Relevance Score, and Probability of Action

Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads

Episode 197: The NEW Facebook Attribution Tool—All You Need to Know

Deacon on LinkedIn

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We know you've heard of Taylor Swift—but you may not have heard of the person who helped her rise to fame: Rick Barker.

Rick is a music industry legend. He's the former manager of Taylor Swift and now teaches everything he's learned about digital marketing in his online courses and books. Rick talks to Ralph and Molly about his content marketing secrets, how he's utilizing paid traffic, and what it was like launching the career of one of the largest pop stars in the world. 

IN THIS EPISODE YOU'LL LEARN:

• How Rick landed the job as Taylor Swift's manager without any management experience
• Rick's strategy of treating each platform (Facebook, Twitter, Instagram, etc.) like its own venue 
• The 3 content strategies to abide by: talk to your audience, show up every day, and create valuable content
• The right way to ask your warm audience to watch your content and subscribe to your profiles (without asking them to subscribe)

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Taylor Swift's Website

The Millionaire Messenger: Make a Difference and a Fortune Sharing Your Advice

The Product Launch Workshop | Jeff Walker

The Music Industry Blueprint Podcast

Rick Barker's Music Business University

Social Media For Music

Rick's Website

Rick on Twitter

Rick on Facebook

Rick on Instagram

Episode 112: Music Marketing: How to Grow an Artist's Following & Sell More Concert Tickets

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

This episode is dedicated to what Facebook advertising strategies are working right now (since they are always shifting and changing).

Ralph and Molly give us juicy updates on the new ad features coming to Instagram and Facebook, the ad types and templates working best for them, and how Tier 11 is using a Trello board to test different concepts and hooks.

IN THIS EPISODE YOU'LL LEARN:

• Instagram's new update to put ads on their Explore page
• Reach estimates for custom audiences are coming back in July (!!!)
• Three types of ads working really well right now: Video ads with text banner at the top, ads with five gold stars at the top of the newsfeed text, Yankee Clipper ads,
• The 2 ad templates to use: Testimonial and review
• How Ralph is using his Trello board to change his agency

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Instagram will start putting ads within the Explore page

BOOM! By Cindy Joseph | Ad Library

Facebook Ad Library

The Five Levels of Customer Awareness

Episode 207: 6 Scroll-Stopping Facebook Ad Copy Secrets Every Advertiser Should Know

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.

This week we're talking about one of the most important, and difficult, parts of ad campaigns—the copy.

In this episode, expert copywriter Alex Cattoni sits down with Molly to talk about the 6 copy secrets used by top marketers, how to scale your campaigns by adding different angles, and why all marketers need to understand the basics of psychology.

IN THIS EPISODE YOU'LL LEARN:

• Alex's copywriting reverse engineering process of defining the features, benefits, pain points, core pain point, and the reason why a consumer hasn't been able to solve their pain point(s) in the past
• The 4 emotions to use in your ad copy: nostalgia, history, pride of knowledge, and schadenfreude
• Why you need to be using visuals and video in your ad creative
• The importance of brand guidelines and how to use congruence to lower your acquisition cost

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Alex on YouTube

Ad Copywriting Tutorial: How to Write Ad Copy for Google Adwords, Facebook Ads & Display Campaigns

It's Not About the Nail

The 5 Levels of Customer Awareness | Cartoon

Numerologist.com | Facebook

The Cosmo Headline Technique for Content Inspiration by Brian Clark

How to Write Magnetic Headlines by Brian Clark

52 Headline Hacks by John Morrow

Episode 205: The Secret to Hooking the Right Customer

The Tier 11 Copywriting Book List:

Breakthrough Advertising by Eugene Schwartz

Influence: The Psychology of Persuasion by Robert Cialdini

The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires by Roy H. Williams

How to Write a Good Advertisement by Victor Schwab

On Writing Well by William Zinsser

My Life in Advertising and Scientific Advertising Claude C. Hopkins

Tested Advertising Methods (fourth edition) by John Caples

The Adweek Copywriting Handbook by Joe Sugarman

Positioning: The Battle For Your Mind by Al Ries and Jack Trout

Ogilvy on Advertising by David Ogilvy

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

iTunes not your thing? Find us on Spotify, Stitcher, TuneIn, or at DigitalMarketer.com.