The Facebook Disrupter: Facebook Ads Top 100 Advertiser | Business Development, DTC, Lead-Gen & SAAS

We have a brand new e-book in town folks  In this brand new e-book, available in FacebookDisrupter.com, we cover the ins and outs of how the platform works, why a lot of the previous lessons are wrong, some of the biggest mistakes people make, and how are you can use the machine to work smarter instead of you working harder.  Optimization a Facebook Ad Accounts is one of the most vital disciplines any media buyer should understand. It’s also one of the most widely misunderstood tools in the tool belt.  Sadly, at least 80% of people who run Facebook ads were taught by somebody that is not an expert in Facebook ads. More often than not most of the lessons that are being taught, are being handed down from Google and email disciplines.  The fact of the matter is, these can be affecting solutions, however they tremendously limit upside potential.  By the nature of the platform, if you have a good business model, you can do things rather poorly at small scale and be successful  However if you have a bad business model, or you were trying to truly Scaling Your Brand, these tactics will fundamentally limit your success.

Facebook is built around making sure that people see content they want to see... with Advanced Matching, we can use the data of users journeys across all of the internet, logged into Facebook or Not, and find the right people at the right time to help get better results.  The Official word from Facebook, which I've listed below, is that Advanced Matching helps improve conversion data... but it also does something far more impactful... it lets you retarget your competitors potential customers.   ***The Official Word from Facebook:*** Advanced Matching can help you optimize your Facebook ads to drive better results. With Advanced Matching, you can send us hashed customer information along with your pixel events, which can help you attribute more conversions and reach more people. We hash the customer information on the website before they're sent to Facebook to help protect user privacy.  You can use Advanced Matching to help:  Increase the number of attributed conversions. We can match more of the conversions that happen on your website to people on Facebook. This helps you understand the impact of your ads on website conversions. Increase your Custom Audience size. We're able to better match your website visitors to people on Facebook and increase the size of your Custom Audience. Decrease the cost per conversion. Conversion-optimized campaigns become more efficient because we can better identify and deliver ads to the types of people likely to take the actions you care about. There are 2 types of Advanced Matching: manual and automatic. Learn about best practices for automatic and manual Advanced Matching to choose the version that's right for your business.  To set up manual Advanced Matching, you or your developer must modify the pixel base code to pass website visitor input (for example, email addresses) as parameters in the pixel initialization. The pixel will automatically hash the visitor's input unless you have an IMG pixel, in which case you must hash the values on your own. Manual Advanced Matching provides additional benefits. You can use it when the pixel is in an iframe, with an IMG pixel and for any business vertical. To set up Automatic Advanced Matching, you don't need to code. You can toggle it on in Events Manager. Automatic Advanced Matching will tell your pixel to look for recognizable form fields and other sources on your website that contain information such as first name, last name and email address. The Facebook pixel receives that information along with the event, or action, that took place. This information gets hashed in the visitor's browser. We can then use the hashed information to more accurately determine which people took action in response to your ad. After matching, we promptly discard the hashed information.

Scaling Facebook ads is one of the fundamental skills every brand must understand how to do. It takes a great set of skills to go from $500-$2k a day. However to go from $2k to $5k and to $10k is a fundamentally different skill set.  Some of the biggest misconceptions around being able to scale to $5k or five figures a day is that it comes on the back of More Work and solving the problem inside of Facebook. Once you get to a point where you are consistently able to deliver a consistent result at scale, you are solutions lean far more into machine learning in business model development.  Understanding what Facebook is bringing to the overall ecosystem, not just in volume button Quality & incrementality is Fundamental. In addition to that, understanding what percentage of your revenue comes from paid media and how to take advantage of those margins is also paramount to success.  Some of the biggest issues businesses face is thinking that the problem solving that brought them to $5k is what it will get them to $10k or more.  Solving In the box, will only get you so far. The law of diminishing returns for what your Facebook ad account can bring, by relying on it to drive the vast majority of your revenue at an extremely high profit margin, it’s extremely hard especially once you get to $3.5k or $5k a day  What we need to focus on is development of lifetime volume, frequency of conversions, customer service, customer experience, AOV, and maximizing the effect of sales initiatives to push LTV and AOV up, rather than push cost per sale down  Ultimately if you’re going to build a seven or eight figure business, It is going to be done by developing enterprise level passive income. You cannot rely on buying money at scale without a backing solution to maximize the value of those dollars  The biggest businesses that I’ve ever worked on, were willing to take a loss on a one day click on Facebook, because that meant they were able to scale there’s successful business model. Ultimately Facebook, while a full funnel solution in its own right, serves as an intent creation device for a business at scale. This means higher quality customers coming in the door, and letting the rest of the business do its job.

The Scrum Doc is an easily updatable spreadsheet that shows all performance across campaigns, funnels and platforms in a format that allows far more actionable insight that any single ads manager dashboard.  The Scrum Doc is a daily account of KPIs, usually organized by part of the funnel, platform and offer.  The Scrum Doc takes spend, conversions, revenue, clicks, etc. and displays them in a format that allows for east pattern recognition.  The Scrum Doc allows business decisions to be made at a higher level than day to day performance.  The Scrum Doc can be programmed to show calculated metrics like CPA, ROAS, AOV, CR etc.  The Scrum Doc serves as a collection of platform level metrics to provide a single source of truth.  The Scrum Doc provides a simple view to see the impact of marketing efforts across initiatives.  I have used this type of doc to track performance for 8 clients on 4 platforms with over 1M in spend a week

The 3 Things you absolute must know… to make $5k days the new normal.  - I'm talking profitable, and consistent spend  - this is about business model architecture and ad account strategy  Take this from me, as I’ve scaled dozens of brands for years and generated 100s of Millions in revenue!

acebook Ads Ad Fatigue  There are plenty of reasons that your ad might be struggling, and it almost always has to do far more with an imbalance between your budget and your estimated action rate, then anything close to what we call add the tea.  Ad fatigue is a legitimate concept for inventory and demand-based platforms that show the same add to the same people dozens and dozens of times over a short window. Unless Your Facebook ads have a frequency of over 10, and your budget is over $1 million, it is extremely unlikely that you were going to experience anything close to ad fatigue.

It’s easy to get overly excited about seeing movement within your Facebook ads’ performance metrics, particularly your ad clicks and engagements because they insinuate that your marketing efforts are making significant progress.  Although that logic posits some kind of truth, there are only two metrics that will matter at the end of the day––your ad spends and revenue.  Just because there are a plethora of digital channels and tools available to help you increase your business’s online footprint doesn’t mean that attracting attention has become cheaper. No matter how valuable your product is or how appealing your digital ads are, you won’t be getting significantly more leads and conversions if your advertising angle doesn’t align with people who are genuinely interested in your brand!  Respecting your brand is one thing, but respecting your customers will be the difference maker between being innovative or mediocre with your digital advertising efforts!  Hi, I’m Charley, and in this video, we’ll be diving into the importance of customer avatars, how to establish them, and how to smoothly implement them into your business!  #thefacebookdisrupter #facebookads #CustomerAvatar #Knowyourcustomer

Is your Facebook ROAS going down in the month of June, or even July?  Fact is, performance for direct to consumer and e-commerce always suffers at this time of year, it also suffers for retailers in the real world as well.This time of year is always tough to get people to make buying decisions, and that’s true for several reasons.  First, maybe most important, the end of the spring has several very big sales pushes, promotional efforts, back to back to back… From Easter to Mother’s Day, from Father’s Day to memorial day, and up to Fourth of July. What this does, is it pulls all future sales forward, and also means the customer needs are satisfied.  There are very few products and/or services that people have been evaluating, that they have not made a decision on after seeing promotional efforts effectively every 10 to 15 days, for two months.  Brands have spent a lot of time and energy getting as much revenue as they can out of this. So we are now left in what is basically a desert. This doesn’t mean things are terrible and infinitely doomed however…  What we need to do in this time is test everything, and get good at auxiliary skills, like email or SEO.  Facebook ads should never be where you get the vast majority of value for your brand. Facebook ads ideally are the fuel to a successful business fire.  Right now is the greatest opportunity to see what works and what doesn’t. Right now is the greatest opportunity to get good at everything that isn’t paid media. Right now is the best chance you are going to have for six or seven months to really level up your business.  If you get this right, in three months and six months, you’ll be making so much more than you were before.   Chaos and struggle, are ladders.  Go and use this to truly level up your entire business, instead of letting the easy money going away cripple you.

Let me tell you about the time I was building Bot Networks and Forcing Trends on Twitter with a couple of friends in a small room in Culver City California.  This fun story talks about how we were able to manipulate the Twitter platform on demand. The strategy and psychology behind thousands of bot accounts on Twitter, used to manipulate local markets in major metropolitan areas, to organically promote a new movie for a nonprofit client.  Not only that, but across the hall our friend was getting all of the ad creative to promote the album for the winner of American idol, before the finale aired live, and I promise we 100% did not go and make calls to Vegas to bet, having the insider information.  So this video talks about how to create back networks, how to automate them, how do you develop user profiles in psychology to automate growth, and how we use that to force local and national Trends on demand in a matter of minutes.

Now I know what you’re thinking: "Making money while losing money, how is that possible?"  Well let me dive deep into how the best of the best companies utilize Facebook to generate massive gross profit and revenue while running Facebook at a loss.  So the first thing to understand here is that Facebook is not the end all be all Omnichannel solution to revenue and sales for most big successful businesses.  Facebook functions as an intent creation device, for customers in their purchase decisions journey.  One of the biggest misconceptions in marketing, is that platform ROAS means anything.   Instead of looking at return on and spend, which is one of the absolutely most worthless Metrics a Business can look at, look to cost per Acquisition, look to lifetime value, and look to average order value.  How much is your customer actually worth it to you?   Very very few successful businesses have a customer value equal to what the customer pays on the initial purchase.  Even if you have no other sales channels live, and Facebook is the only source of traffic, if you have no email, customer service search or anything else live, Facebook is still not able to quantify the total value of over all conversions driven from advertising on Facebook.   Users will see your ads, and then go to your site without clicking.  Users will see your ads and click and buy but have an ad blocking on.  Users will see your ads and buy inside of the app and you can never file your cookie.  The point here is successful business is built on the development of a business model.  The maximum value of that business model is predicated on understanding the incremental value of every channel that drives awareness and intent.  As a good general rule of thumb: the higher the percentage of revenue that you see on a daily basis, that is not directly attributable to 24 hours after the click on a paid platform, the better your business is going to do.  The point here, is that we need to develop good business models and understand the incrementality that Facebook, and all other channels bring to the table.  The best businesses, have this ingrained in their culture.   The biggest businesses I know, and that I have worked on myself, tend to lose money every day according to Facebook.   Because of the added value that they get from their business model…  Actually running Facebook at a profit with a limit business success.  I highly recommend you look into an EcoSystem ROAS, and you begin to evaluate success by how much money you spent today and how much money you made today, and measure that with week by week and month by month Trends.