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

Retargeting is a Luxury problem!  So many brands focus on retargeting as a path to success, not realizing that Facebook is doing retargeting for you already. Often we need to decide if success is Facebook looking good, or the business succeeding.   Retargeting is widely used to prop up platform level performance at the cost of overall growth and skill. Making the platform level performance look more efficient is a great path to showing out of context success.    However, this often comes at a lack of understanding of overall blended costs. To put somebody into a retargeting audience and then to convert them is an expensive and complex process.    Also, trying to determine why somebody is in a retargeting audience, i.e. not somebody that has already taken a desired action, and then designing content specifically to overcome this issue, is extremely difficult.   While a lot of people will tell you that you need to create a customer journey, and then overcome objections, and define value, and then ask for the sale, this ignores the fact that Facebook is not built in a linear customer journey fashion.   Where as in a website, or email, you may very well be able to control the use of flow from touch point to touch point… In Facebook the average user is exposed to many different touch points, with potentially many different points of messaging.   In order to optimize your messaging for each one of these touch points, with context to all of the other touch points, in a way that maximizes the overall blended output, you are likely to have to spend an insurmountable investment.   Many folks see success with retargeting. Retargeting is not in and of itself A bad idea.  The issue is that most advertisers, especially those with less than $1 million a year run rate and spend, do not need dedicated retargeting to be an element of their ad account.   Remember, Facebook is already doing retargeting on your behalf even before somebody clicks. Facebook is designed to create Intent at Scale, and curating a customer journey with various pieces of content to maintain somebody’s time on site is their business model.   Forcing messaging on somebody to drive an overall business objective, doesn’t make sense in the theoretical, but for many many advertisers this is a problem that they do not need to try to solve, and an issue that creates more harm than good.   So in this video we get down to the truth of retargeting why are you probably don’t need to do it why a lot of people see success with it and ultimately why it’s probably a bad idea for you to rely on. 

Let me tell you the THREE most important things you need to understand from the perspective of Facebook ads when it comes to building a brand!  There’s no time better than now to get started with a direct-to-consumer brand. However one of the biggest issues the people face is difficulty is brand building.  One of the things that we need to keep in mind is that a product or a service is not a brand. A brand has an identity. What is your identity? Why should somebody pay you money more than once?  There are a lot of people in the world, and many entrepreneurs are trying to do the exact same thing that you’re doing.  What you should be asking yourself is why you are special, and what business model do you have that can best take advantage of the attention you are getting?  Some of the most important things that we need to remember when developing a brand are all about generating retention and positive sentiment. Very very rarely do any brands exist and grow successfully without having a long-standing relationship with their customer.  So when we’re using Facebook ads to build brands, very often we have to remember that the duty of the ad is not specifically to build the brand but rather to amplify the beginning of a successful customer journey.  There are a lot of factors that go into building successful businesses, and one of the most, if not the most, vital pieces is the business model. You cannot be scaling your brand when you have to spend money to acquire every penny of revenue.  With that said, the three very important things to remember––our basic core elements––are the following:   Vertical integration,  The customer journey  Retention/LTV.  What separates a good marketer from a successful business owner is the ability to take your head out of the work and appreciate the landscape while planning for long-term success.  One of the most widely misunderstood disciplines is the allocation of workload.  It takes about the same amount of work to stabilize and scale a single effort any day as it does to generate new efforts that are sustainable.  The real trick is to figure out what is worth my time to micromanage and what is valuable to do––even if it’s not perfect––because even “good enough” expands the scope of the business in a meaningful way.  What we need to focus on when trying to be successful at building a brand is balancing short-term needs for long-term growth.

The underlying conflict that many digital advertisers face in their marketing campaigns is whether or not they should prioritize scaling their business or obsessing over their performance metrics. This conflict is most common to Facebook advertising mainly because of the broad set of tools you can utilize to bypass any speedbumps on your road to success.  Believe it or not, getting over this conundrum isn’t as complicated as it seems. You just have to realize that Facebook is a machine-learning platform with an algorithm that’s aligned to efficient and data-driven advertising blueprints.  At the end of the day, Facebook advertising is all about choosing quality over quantity. Having a ton of advertising tools at your disposal doesn’t necessarily mean you have to use all of them. Most of the time, you only have to stick to what works best and do a sh*tload of testing.  It’s storytime with Charley once again! In this video, I’ll be recounting the story of how I was able to help a company make another $12 million a year in profit by simply reducing their Facebook ad spend while focusing only on a couple of ad campaigns!  This is a story that highlights understanding the value of cost per acquisition, lifetime value, and opportunity cost. This happens to be one of my favorite stories, and I hope you enjoy it, too!

Many many folks swear by the old tactic of duplicating ad sets.

Black Friday is coming up, and sales have been all throughout the year… Sadly most marketers make three very important mistakes. So I’m here to help you overcome these three biggest issues most marketers face  Number one. CRM lists, Very few marketers take advantage of not only their email list but also Chatbot and SMS as an asset to help them grow their business, not just acquire customers, or mature leads. Folks that you can reach for little to no cost are extremely valuable when the cost of advertising increases. During sales. By Black Friday, the cost of advertising will always go up, and the available options for consumer skyrockets. In this time brands with a solid relationship with their customers, can see a much bigger influx of revenue without ad spend, because they took the time to foster these relationships and build this asset.  Number two. Upsell bundles, Probably the biggest mistake people make during Black Friday is heavily discounting all the products in their store. Not only does this reduce the amount of revenue that you make from every purchase, it also reduces the amount of profit that you make from each person, and devalues the brand in the mind of the consumer. This also has a direct effect on what we call “pulling sales forward”. This is why when you run a big sale, for the week or month afterward your revenue dramatically suffers. While you have a one really good day, you pay for that day with a week or more of bad days, and the net effect of overall revenue and profit margin can actually be worse for you than running no sale at all.  So how do we fix this?  Make high AOV bundles that are available only during sales periods. Instead of pulling sales-forward and destroying your revenue for the next few weeks, pull LTV forward by massively increasing the average order value. If your average customer only buys twice, and your primary product costs 50 bucks, it’s during sales. You can get $125 out of that customer, by offering a discount on a higher-priced bundle, then you have increased the LTV of that customer by 25% on the first sale. Every additional sale you make after this increases the LTV of your average customer across the board for your business. This also increases the perceived value of the brand in the mind of the consumer.  Number three. Timing. Run your promotions for the week or weeks before an average sale. On the day an actual sale goes live you can massively improve profit by not spending anything. If you’ve pulled all of your LTV forward, and you’re not competing with giant companies are huge spend days, then your Profit and loss statement for that sales effort is going to look far far better, and the post-sales period is going to be for healthier for your business!

So many people take a look at reporting and think about they should do is optimized by placement… This is terribly wrong.

Are you 100% certain that you’re getting the most out of your cross-channel marketing efforts?  Arguably, one of the biggest downsides of digital marketing is its tendency to reinforce one’s obsession with performance metrics, such as ad clicks. Although it’s perfectly fine to be mindful of your performance, you should know that in the case of cross-channel marketing, some metrics are just complete and utter bullsh*t!  Why is that?  EVERYONE IS OBSESSED WITH GETTING SALES CREDITS!  Regardless if you’re using email, SEO, or SMS marketing, the people running these channels all want a piece of the pie!  These performance metrics might sway you into thinking you’re doing an exceptional job with your marketing efforts when in reality, it’s only a ploy to get you to blindly spend more on these channels!  So, what exactly should your approach be in this situation? Should you continue to put your performance reports on a pedestal? Which metrics should you really be focusing on?  Hi, my name is Charley! In this video, I’ll go into detail about what BOTTOM-UP Attribution is, how it affects your overall marketing performance, and why it is the BIGGEST LIE of digital advertising!  

Believe it or not, there was a time before dynamic ads were a thing.

The truth about optimization on Facebook is that almost everybody gets it wrong.  It’s quite easy to lose yourself due to sheer excitement when you’re running your advertising efforts on Facebook. After all, not only is it one of the most popular business platforms in the world today, it also provides a wide selection of ad optimization tools that make it convenient to scale your brand.  However, convenience, in the context of practicality, is about having the opportunity to be responsible with your strategies instead of carelessly firing on all cylinders.   Don’t assume that Facebook ad optimization is just a walk in the park. Doing so means setting yourself up for failure––not to mention wasting a sh*t ton of resources.  Hi! I’m Charley, and in this video, I’ll be uncovering the truth behind Facebook ad optimization by sharing 3 FUNDAMENTAL MISUNDERSTANDINGS about it! And by truth, I mean the actual facts that most “experts” and “gurus” seem to disregard.

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