9 Takeaways to Storm Your Ecommerce Campaigns Right Now | AWasia 2018
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9 Takeaways to Storm Your Ecommerce Campaigns Right Now | AWasia 2018


What’s going on Bangkok?
How’s everyone doing? Yeah. So I can see a few
confused faces right. Like what the hell is going on,
this is not a chef show. We are going to talk about Facebook ads but there is
relevance behind why I’m dressed like this today, and it actually goes back to
this picture here. This dude was about 14, 15 years old and he wanted to be a chef.
Now in my house, my dad’s view was that men don’t cook, like, women do all the
cooking. So he said to me, you know, you’re not really gonna get a job out of
cooking. Men don’t do cooking. It’s not really for you, but I loved it.
I loved playing around with recipes and ingredients and flavours and things like that.
So I was a bit disappointed. I figured, you know what, I’m not gonna get
a job as a chef. So then I went into something completely different. So
computers and marketing and things like that. Well actually, now that I’m doing
marketing, this is actually what I do. I actually cook up recipes and ingredients
with Facebook ads. So I don’t know if Manu actually made it to this show,
but a big shout out to Manu, I don’t know if he’s here for this image
here. This is what I do. When it comes to marketing, I played around with so many
different channels. So Facebook is the channel that I’m playing around with
right now, but it comes down to recipes and ingredients and that’s gonna be a
key theme of what I’m gonna be talking about today. Now at the moment, I run a
Facebook ads agency, so SMC up there. I also run a Facebook ad training program
with ZASR, but actually my story in ecom started in 2005. So I’ve been in this
game for quite some time now and I was following the corporate ladder,
earning my stripes as a website manager, marketing manager, etc. etc. and I thought
that was my career, you know, straight into corporate but in 2009,
I hit a really low point. I lost my job. My second child was due and for two months, I
couldn’t find a job. Now for me that was a worse time for me. I fell into
depression and I really found it hard to get out, but actually my saviour
was affiliate marketing because at that point, I figured that if I can’t get a
job, I need to create my own income. So in 2009, I would spend hours and hours on
forums and reading blogs and hacking WordPress and trying to get all these
affiliate links going, and about six months later, I made my first sale. For
those of you that do affiliate marketing or even ecom, when that first sale comes
in, that’s like the most amazing, amazing feeling. And so I got there and I got the
bug and actually, two years later I hit a 7-figure revenue through affiliate
marketing, and I wouldn’t have done that had I not lost my job. So for all of you,
whatever you’re going through, if you’ve been through something similar,
you will come out of it. There’s always a reason for these things happening. Well
actually, if I fast forward a year on from that, after I made my 7-figure
revenue, I lost it again because I made some really, really silly mistakes. My one
tip for you guys that are doing affiliate marketing and lead gen, build a list. That’s one
thing I didn’t do. I was driving SEO traffic, I was driving like millions of visitors, making loads of cash out of it, but then
all of a sudden Google made a change in 2012 and I lost all my traffic. So in
2012, I started playing around with Facebook. So Facebook ads at the time,
it wasn’t as informative as it is right now. Actually, I don’t know if anyone’s
run Facebook ads back in 2011-2012. You could only run it through a plug-in on
Chrome. Hands up. Who’s actually seen that interface? I don’t know how many OGs
we’ve got here. Yeah that was difficult. So whatever you think is wrong with the ads
manager right now. You can 10x that, six years ago, and actually through test and
learn, 18 months of failure, the only thing I thought that you could do with
Facebook ads was literally just boosting your post, and I just couldn’t
figure out like, why would someone buy out of Facebook? It just didn’t make
sense and I actually came from the paid search world, where you bid on a keyword,
you put your text on there, you get the click and drive them into your
website. So I was treating Facebook exactly the same. So I spent 18 months
trying to figure this thing out. Spending money, making mistakes until I found the
right recipe. So I had the ingredients, I kind of figured out that I knew how to
do this stuff, but then when I figured out the right recipe for Facebook ads
back in 2014 and 2015, I managed to spend $6 million to generate $26.5 million
in 18 months. We took an ecom store, print-on-demand, from $800,000 to $26.5 million purely
through Facebook ads, and at the time, it was
probably the fastest-growing ecom store in the world at the
time. That got me a lot of interest from Facebook. So Facebook approached me and
started to get some insight into kind of, how do you run Facebook ads,
what are you doing that we don’t know. Actually at the time, my team had
actually built some software on top of the Facebook ads API,
which would automate and analyse everything. So a lot of these kind of
tools that you see in the marketplace right now, we were doing that back in
2015. So we were well ahead of the curve. So that got me involved with
Facebook. So I do advisory services, I get access to alphas. I feedback on their products. I give candid feedback on their support
from the marketing managers. So I don’t know how many of you guys have got reps.
There’s like whole different levels of okay reps and really good reps.
Unfortunately, the good reps, they’re in high demand. So you don’t
really get too many of those, and so my kind of work with Facebook is really
feeding back what’s actually happening on the ground. So I’m working with Facebook
every day on the ads platform. My team are running multiple campaigns and I’m
giving Facebook this direct feedback and I’m getting some good stuff back from
them. So, I don’t know if you saw that the guys that are organising this event put
this post out, and they said, look, what’s some kind of big numbers that you’re doing
right now? And at that time, that was probably September time,
we’d actually spent $100,000 and generated $1.3 million in return from an
ecommerce store. The average order value was about $200. So these kind of numbers
are absolutely insane. A lot of people are looking at Facebook and saying, you
know, where is it going right now? Is it still a viable platform? Absolutely it is,
but it’s only if you understand the right ingredients and you pour together
the right recipes that you can start to get numbers like this, and a lot of ecom
people that are afraid to experiment with higher ticket prices. A lot of
dropshippers, print-on-demand people will be playing around with $20-30
products and really scared to kind of push it up, but there’s
different ways to actually get more value out of
Facebook. So I’m hoping that you can take away at least one of the nine
things I’m going to talk through and go and implement it today. Actually over
the last 30 days, so consider this as November, this is Q4, this is peak.
Everyone’s stressing about, you know, Black Friday etc. The same account, we
took that spent to $260,000 in the month and generated $4.3 million
from an ecom store. I don’t know how many other people can get these kind
of numbers in peak, even I was surprised that we were able to do this, but it’s
because we follow a formula. It’s because we follow some of the things I’m going
to take you through today, and when you start to repeat that success, it
starts to build momentum. So what I talk about is ingredients, recipe, and
experience. So you can take the best ingredients for an ecom store, as long as
you know the recipe, then you can start to bring it together. You can start to
make sense of it. So let me give you an example. Who here likes pizza? Awesome.
Pizza is my favourite dish. Absolutely. So you look at this image here. Really
nice, fluffy base, gorgeous red tomato toppings, and fresh ingredients on top.
It’s a really appetising pizza. So what are the ingredients? The ingredients are
flour and water and vegetables and all that kind of stuff to bring your pizza
together. The recipe is going to be pretty much standard. Cook the base, add
the toppings, shove it in the oven, but even something like that can go wrong,
and you can end up with something like this. And the point I want you to
take away is, you know, you’re going through these sessions all of today,
tomorrow, possibly Friday, and you’re you’re learning all these techniques.
Some of them you will take away and you’ll create a perfect pizza, but some
of them you’ll start off like this. You will make mistakes. I’ve done it. I’ve
done this myself. In fact the first pizza I made when I
was about 15 wasn’t far off this, but I learned and I kept practising and I took
that forward into those learnings and I made sense of it as well, and that’s how
we were able to make these kind of numbers that we do with Facebook ads. Whether we’re spending
low £1,000 and generating £30,000, spending £13,000, [generating] £138,000.
These higher return on ad spend performances are possible when you understand how Facebook works inside, and
I’m going to take you through nine of the key points I’ve pulled out
from the last three months that I really want you to kind of take away.
Another example, £90k and £460k revenue. These are all ecom stores and then the
example that I gave earlier, $100,000 to $1.3 million. Now, before I go into that and
there’s been a lot of scaremongering about Facebook. So I read a post a
couple of months ago talking about Facebook Q4, it’s gonna get too expensive.
There’s too many competitors. Facebook are changing the ads platform. You’re not
going to be able to target lots of different things that were previously in
ads manager, and Facebook is plateauing in a lot of countries
like the US for example. So where is opportunity? How can people
like me and many other people that are making Facebook a success, continue to
make money and profit out of it by understanding some of the principles of
Facebook. If you keep the user happy, Facebook are happy. There’s a reason
why Facebook go after affiliates and cryptos and nutras and ecom stores.
They’re not against you personally. They don’t want you not to advertise on the
platform. They want your money but if the user is unhappy, then Facebook is unhappy,
and you won’t get the performance you you need. Your account will get banned.
Your ads get disapproved. You don’t get the same reach. You get punished with
higher CPMs. Most of the accounts that I was running through Q4, we had super low
CPMs. Like $10-15 all the way through Q4. So when lots of people are stressing
out about $50, $80 CPM you’re doing something wrong. You’re doing something
wrong that’s not pleasing the gods of Facebook, like that’s the key thing.
Zuckerberg doesn’t sit there and say, well I’m gonna ban that account, I’m gonna ban
this. It’s all automated. There are rules. And you either follow them or you don’t, and that’s absolutely your choice. I’d do it. Not just because I work with Facebook
because I want to make money and so you have to kind of make that decision,
I completely understand blackhat and I know that, that’s way over here, and
there’s a whole different game that goes on there, but if you don’t want to lose
your account, if you want to keep your ads approved, then you need to be
thinking about doing things in a way that’s gonna work for Facebook.
So before I continue, I’m gonna take off my dressing. There we go. So let’s get
started. So who’s looking forward to hearing the nine ecommerce takeaways? Yes? Awesome. So number one. I’m gonna talk about navigation. A lot of you will be
experienced in Facebook ads and I’m sure that when you’re in ads manager, you know
exactly what’s going on, but a lot of you will go into your ads account and you
will see this. It’ll be a complete mess of data and controls and knobs and all
these kind of things, and you don’t know where you’re kind of focusing on, and so
you kind of launch all of your columns and you’re trying to analyse, you’re
trying to figure things out. Well actually, if you’re running an ecommerce
store, what’s the one metric that matters? Return on ad spend. Everything pivots off
return on ad spend and then I break it down to the level
below. So what drives return on ad spend. It’s cost per acquisition and
average order value. So they’re the two metrics that I focus on, and then I might
break it down further and I say right, how do I influence cost per acquisition?
It’s how much in my paying per click and what conversion rate am I getting?
How do I influence average order value? When I’m looking at what the
average selling price is on the store and how many of those items I’m selling.
Now all of a sudden I’ve just simplified ecommerce metrics for you. So the thing
here is, and I work with hundreds and hundreds of different people. It really
takes them a lot of time to really get the guts of how to make their ecommerce
store work. Once you understand the metrics and you know where the problem
is, then you can focus on the right area. So if your problem is CPM and costs, then
you need to work Facebook a lot harder. If your AOV is too low and you’re
really struggling to get the CPA to make your return on ad spend profitable, then
you need to work on your store. Maybe start bundling up your offers, start
charging more for your goods, start selling more in your basket. So once you
start to break it down, it becomes a lot more simplified. Now there’s one metric,
which actually, Facebook don’t even give you in ads manager and that’s
conversion rate. So if you’re just relying on ads manager for
you’re reporting, you’re missing out on one big key metric, which is how many of
my clicks are converting into customers. And so what I do is I pull that out into
a Google sheet and then I analyse it right there. So this example here, I
will look at my results at the top level by day and then I’ll colour-code the
results that come in. Now as I explained, return on ad spend is a factor of
AOV and CPA and so I have those columns on one side and then CPA is a factor of
conversion rate and cost per click. So any given day, I know exactly where the
problem is and I know what to do about it. So if my cost per click has gone up,
then maybe I need to start refreshing my ads because they’re not as performant as
they were before or if my conversion rates dropped, maybe there’s a problem
with my page load time or something like that. So this is the simplified dashboard
that I run for all of my accounts and at the top level, I know exactly what’s
going on, and the cool thing about this is if you’re running ten ad accounts
or a hundred, you can just have them all in one view and it’s super simple to
scan it, especially with the colour-coding, to figure out what’s going on. If you
want this spreadsheet, I’ve got a link at the end of this presentation. You can
grab this spreadsheet and start using it today. The second spreadsheet that I look at is calculating what my CPA and my AOV
needs to be to hit my return on ad spend target. So this is another spreadsheet
I’ll give you at the end of the presentation and what you can do with
this is to model how hard you need to work on each of those metrics, and it’s
just a real simple way of figuring out, right, if I increase my AOV, what does
that mean for my ROAS versus actually if I increase my CPA. And I can tell you,
it’s infinitely easier to work on your AOV than it is your CPA and this is
where people get stuck with Facebook ads and say, you know, Facebook is difficult,
it doesn’t work, you’re focusing on the harder metric, which is CPA. If you can
get your AOV up you know, you can continue maintaining your CPA,
that’s where you find scale. So the second one is, a lot of people
come to me and say how do you do fast scaling? So you hear lots of strategies.
Manual bidding, duplicating ad sets, multiple accounts, there’s so many different
ways to hack the system but one of the most simplest way of scaling is actually
going global. So a lot of you will be focusing on one
market at a time, so you know, let’s test in the US and see how it goes
or maybe in the UK or your native market and see what kind of performance you can
get out, but actually if you look at the top ecommerce countries by GDP
as I’ve got illustrated here, you’ll see there’s a whole range of opportunity
here. And so I’ve highlighted Netherlands and Italy.
Time after time, it doesn’t matter what store I’m testing, they’re generally
always profitable and actually there’s also an outlier here, which is Poland.
Poland has higher ecommerce adoption than Italy and it’s
closer to Spain. Sure, the population might not be as big and you’re not going
to scale necessarily to 8-figures but when you start to stack up these
countries and you start to go horizontal, then that’s where you can make money. So
a few stats from Facebook, Poland has 16 million people on Facebook of which 14
million are active in a given month, Hungary has 5.7 million, Czech Republic
has 5.2 and there’s a whole range of these countries where you can start to
profit. So to give an example, I was scaling an ecom store over through Q4
and we got our spend up by actually going horizontal and the return on
ad spend, we were able to replicate in literally every country were going in
for and the simplest way to do this is to bunch up your countries and even go
with the English copy, and sure, some of the countries need specific payment
providers, but if you’re testing the market, you don’t need to translate your
website, your ads, think about currency. Testing those markets with what you’ve
got and see what kind of reaction you can get back. Like for example one of the
countries that stood out was Ukraine and Slovenia and Romania. They’re not
countries I would’ve logically said, yes let’s go and spend some money there and
see if it’s gonna work, but they worked and I wouldn’t have found this out
unless I’d been testing. So I generally run a worldwide campaign or at least
with my top European markets maybe top global markets, run them in a single ad
set and then when you get your results come through, segment the results and see
what kind of results you’re getting by country. Is there a breakout? Is there a
country you can actually take out and market separately? Is there a reason to
perhaps and go into dedicated language for that country and
actually put the effort in to translate? So a lot of people get put off because
you know, translation is quite hard but go and test see if it’s worth your time
first. So the third one I want to take you through is why what I call the 4-funnel
system and this is about dating your prospect. When a lot of you run your ads,
you see your prospect as someone that you want them to buy straightaway. It’s
like going on a date. So let’s say you just met someone, you’re on the first date
and regardless of what your goal is, you might want to marry them, you might want
to take them to bed. Whatever your goal is, if you’re going to go straight after
that in the first date, you’re probably not going to be as successful as
if you build that relationship up. So if I give you an example, so let’s say
Scarlett Johansson, George Clooney, they’re on a date. The goal of the first
date is to get to the second date and this is true about Facebook ads as well,
and a lot of people put so much effort into that first ad. Buy now. 60% off.
I’m sure you’ve all seen the ads or especially from dropshippers and there’s
lots of templated ads out there. Where they’re just trying to get that sale
from the first ad and then they complain because Facebook ads isn’t working. Well
surprise, surprise your marketing isn’t working and this is the big problem that
I find. So the 4-funnel system, what it does is it breaks up your prospecting
audiences at the top. So your lookalikes, your behaviours, your interests, and then I
built a warm layer below that. So warm for me is someone who’s engaged but not
necessarily clicked. So they’re viewed a video, they’ve engaged with my page,
they’ve engaged with the Instagram, and what I’m doing with those is because
they’re one step down, they know the product, they know the brand at this
point. So I can be a bit more direct response at this level and then my hot
layer is literally website retargeting but the fourth layer I see most people
missing out is existing customers. Facebook is not just a customer
acquisition tool. It’s also a re-acquisition tool and if you’re not running ads
to your existing customers alongside your email campaigns and your Messenger
bots, then you are literally leaving money on the table. So this is kind of a
typical view of how my account might look with the cold, warm, and hot setup. So I use those exact names. So cold, warm, and hot
in my campaign setup and then what I’m doing is just literally filtering. So I
can filter by all campaigns that have cold in there, warm, and hot and I can see
the return on ad spend and performance dripping down that funnel and you can
literally see it here, where in my cold audiences my ROAS is about one, and then
it’s about two and a half in my warm audiences. We’ll go down the funnel and
then finally at the bottom of the funnel, which is 3.6 and this
funnel averaged out about 2.5, which was just on target for what we we’re
after. A lot of you won’t be doing this. A lot of you won’t be building
relationships in your marketing but I really encourage you to think about
things differently because yes, CPMs are going up. Yes, there are more competitors
in Facebook but if you go back to marketing principles and you get the
marketing right, then you will be able to cut through. So the next one I want to
talk about, this is one of my favourite parts of Facebook. So the 3N ads formula.
3N is about the three nudges. What do you need your consumer to do when they see
your ad in the newsfeed? Number one, they need to stop and take notice of it
because you can have the greatest image or the greatest copy, the greatest landing page
in the world, but if someone doesn’t click your link or if they don’t even see your ad,
then it’s completely waste of time. So the first thing is get them to stop
scrolling. The second thing is engage. So your copy, your visuals, everything
has to hook them into the ad itself, and then the third thing is to take action.
The action could be to buy now, it could be to learn more, it could be a lead
generation, it could just be to click play on the video. They’re the only three
things that matter when it comes to an ad. So I’ll just give you a few examples
of how that looks. So this ad here through Q4 was the most successful ad that we ran.
This ad template is called a collection format. I think Facebook recently have
now kind of rebranded it as an instant experience but one of the key things
that this does so well is it mixes brand with product. So with this kind of ad
format, we can have a brand video that runs in your newsfeed and then we’ve got
products below it. So it’s a mix of dynamic product ads that you have
carousel flicking through with branded videos but beyond that there’s a few
psychological principles that we also apply to this ad as well. The first thing we did is when you see a face in your newsfeed
and that face is looking directly at you, you have no choice but
to look them straight in the eye because we are pre-programmed to
make eye contact with people, regardless of trying to understand their
impressions, you will make eye contact. So when you meet someone, the first thing
you look at is their eyes and when you look at this ad in your newsfeed, you
will look at these people in the eye, and it works time and time again to increase
engagement. The second thing is a lifestyle. So this is a lifestyle image.
So, you know, this is selling ski-wear. A lot of you will be showing the standard
images of ski-wear and maybe having a 360 of the actual apparel itself, but
this is lifestyle. People don’t buy ski-wear, they buy the skiing experience,
and this is so different to how a lot of people advertise on ecom, because people
don’t buy the thing that you’re pushing to them. They want the outcome. Like
what’s the benefit of this product? So that’s what I focus heavily on, at the
top of the funnel, is talking about the outcome not the product. And the other
thing about this is they’re also in situ as well. So this particular brand, they
spend tens of thousands bringing influencers to the slopes, wearing their
apparel, and looking cool, having fun, etc. and so we can play with that in the
newsfeed because that’s exactly what we’re selling. This second example is a
retargeting ad. Really, really simple but the hook that gets them to stop and take
notice is not just saying here’s a five star review, it’s actually putting
the five stars in there. So I’m a big fan of emojis, not overly working them but
they’re great at just visually getting people to stop their scroll and just to
take notice and when done in a decent way like this, it can work. Or this
example here, where I ran an ad and I’ve used two hooks. Number one, I ran it in Q4
and so I’ve called out Q4 and secondly, I’ve called out a celebrity and I’m
obviously making Gary Vee look cool in this picture, but this ad works because it
disrupts people’s patterns, and actually another thing that we do is to take out
the color. Use a black and white ad. Don’t overdo it but that can also interrupt
the design pattern on your news feed and get people to stop scrolling and to take
notice as well. So this part I’m going to talk to you
about is testing and how I use fast testing to scale up as well. Now,
apologies if anyone’s hungry, I’m going to go back to the pizzas because I love
pizzas. When you first tried the pizza, when you first like, okay, let me ask you
a question. Who here likes pineapple on their pizza? I do. I was reading a debate
online and it was talking about how people got really, really worked up. Like
pizza and pineapple don’t go together. People are really, really feeling
passionate about that. I love it. I think it’s a great enhancement to the pizza,
but in order to figure out whether you like that pizza, did you have to eat the
whole pizza? No. All you needed to do was to take one bite and figure out if that
pizza was right for you and that’s exactly how I do testing. I don’t need to spend $50, $100, $500 testing out ads and ad sets and things
like that. I do bite-size testing. I do fast testing because what I’m looking at
is not how much have I spent on the ad, but how many impressions has the ad actually
had. So if anyone knows about delivery insights or relevance score, Facebook
only needs 500 impressions to figure out what your relevance score is or to give
you delivery insights. Statistically that is enough data for Facebook that 500
people have seen this ad. So why are we testing so much with ads and pushing
5,000 / 10,000 impressions on ads? Because I can guarantee you once an ad has started
and very rarely does it get massively better. If an ad starts off bad, it’s
probably going to stay bad because Facebook has figured out this is the
place in the auction. And so when I’m doing testing at the ad level, I’m only
looking for 1,500 impressions. 500 is what Facebook needs. I’m not a machine, so
I need a bit more data but I’m looking at 1,500 impressions and I’m looking at
my early metrics. So what’s my cost per view content? What’s my cost per
add to cart? Because if they’re off the scale, if it’s way too
high, if I’ve spent $10, $20, $30 dollars and I’ve got no add to carts, then I kill it
because that ad is not working. It might not be working because the ads bad. It
might be not working because the ad set is bad or actually, might not be
working because when Facebook threw it into the auction, I ended up with bad
traffic. So I might duplicate the ad and try again, and this is kind of how I
go through testing really fast as well. And I did an experiment actually, a
couple of months ago, and what I wanted to do is figure out what is the actual
price list for the different optimisation events in Facebook? So what I
did is on one of my ecom stores, I ran the same ad for the same product
across multiple different ad sets and optimised them for different events. So
for example, purchase, payment info, initiate checkout, add to cart, view content,
and I also ran a couple of page post engagement campaigns. And I wanted to see
what kind of CPMs came back and it was literally graded from, kind of, lowest
quality traffic to the best quality traffic, and the prices matched as well.
So the more expensive CPMs were purchase, but here’s the problem. If everyone’s
bidding on purchase, then everyone CPMs are going to go up. Why are you not
trying out purchase payment info or initiate check out or add to cart,
actually building a journey and building a conversation with customers and
actually getting them on to your site for a lower CPM and then converting them.
So it’s just a different way and a different angle of taking this. So when I
set up my campains, I have a test campaign where I do all of my testing,
and when I find a winner I move it to my scaling campaign. The reason I do that is
because when you have lots of testing going on in a campaign, if that campaign
continues to collect good and bad data, it can have an ongoing impact on your
ad set and so, when I find winners, I move those out to a scale campaign. I might
start with $50 or $200 a day and see how fast I can scale that up and if it
doesn’t work, then I go back to the drawing board. The other cool thing which
I don’t think enough people are using is Facebook split testing. Has anyone
actually use split tests in Facebook? Okay so not enough people. There’s only a
few hands here. It’s a really amazing tool. Facebook split test, you can take a
single audience, and you can run multiple ads or multiple strategies against the
single audience and Facebook will make sure that the audience will only see that one ad.
So when you run a normal ad set, Facebook was cycle those ads to one user
but this is a proper ABC way of testing and here’s an example that we ran for Black Friday. We ran three offers to
existing customers to figure out what’s the offer that best resonates
and gives us the best performance, that we then go forward to our prospects on
Black Friday. And this actually gave us really deep
intent behind – offer three here, had the highest return on ad spend
through split testing with our existing customers. So we knew that’s what
resonated with them and that’s what we went live with on Black Friday, and that
was part of the secret of our success to be able to test that in advance and
actually take it forward. Now, how many of you guys have actually been into a
shopping center and the aisle is cluttered? There’s all things, kind of, all
over the floor and you’re trying to make your way to the products, you’re trying
to make your way to the cart, and in fact, a lot of people will experience this in
Bangkok. If you go and walk outside, there’s people hassling you and they
want to sell your stuff. They want to, I don’t know, they want to get
you in their cab and all that kind of stuff. That’s really frustrating but the
fact is a lot of ecom owners are doing exactly the same on their stores. Let me
give you an example. An extreme example. This website here is a complete mess. Can
anyone tell me what this website is about? On immediate glance, you can’t. Well it’s
actually a car rental website and you wouldn’t think that. Now let me tell you
another thing. This website here is one of the highest revenue websites in
the UK for car rental. Now, I’m not saying that you go and set your ecom stores up
like this, but what I am saying is this person here knows her customer, and she
polarises her customer. So they either love this site or they’ll hate it,
and those that love it are her ideal customer. So don’t try and sell to
everyone because it’s really hard to try and appeal to everyone. Focus on your
avatar, like who’s the person you’re selling to. And the other thing I really,
really want you to think about is when you’re running your ecom landers and
you’ve got all these pop-ups and things going on, it is so annoying. I guarantee
you guys find it annoying, yet you still want to run it in your ecom stores
because you want the data, you want email capture, you want people to like your
Facebook page, you want people to subscribe to this, etc. etc. You’re
blocking people from doing what they are there to do – view your product, decide if they want it, add to cart, and buy. So think about how you’re actually keeping that journey
slick for users, but it’s not actually just for users. There’s a big part of the
Facebook algorithm that puts a big weighting on user satisfaction. So the user
value. So it’s a BEAR+V algorithm. It’s the advertiser bid and the
estimated action rate. So the bid is either automatic or manual depending on
what you’re doing, the estimated action rate is, Facebook says how likely is this
person to take this action? This action could be purchase, initiate checkout,
whatever you’re trying to do, but then it looks at the user value. Are
people bouncing from your website? Does your website load fast enough? How far do
they go down? Etc, etc. And this plays a big part on your CPMs. So when you’re
complaining about high CPMs, look at your store. Is it loading fast enough? Are you
making it slick? Are you blocking people from actually buying through your store?
Because that has a big impact on your CPMs as well. So I’ll give you an example
that we had a few months ago, where actually, one of our key leading products
ran out of stock and we were stressing about Facebook and thinking, you know,
why’s conversion down? Etc, etc. We figured out it was a stock issue. We managed to
fix that but that had a knock-on impact on our costs because when something goes
wrong on your website, Facebook doesn’t look at your stock and say, “Alright,
yeah, I get it. You’re out of stock, so yeah, that’s fine.” Facebook says,
I’m sending this traffic but it’s not converting, so maybe I’ll go
and send this traffic because that traffic’s poor. Now all of a sudden. a
good ad set goes bad because Facebook is looking at different traffic. So any
problem on your website, get it fixed ASAP because it does have a big
impact on your bidding and on your ad set as well. The second example here is a
website which had a ton of loading problems and we spent weeks and weeks
trying to figure out how to get this website to load faster. It was on Shopify,
had a ton of plug-ins. If you’re running Shopify or WooCommerce and you’ve got
plug-ins installed, they have a big impact on your load time. We literally doubled
ROAS by fixing up the page load time. That’s all we did. Now, three days later
and you can see in the top of that chart, this store owner actually put more
plug-ins on the site and slowed the site down, which was really, really annoying,
but the fact is that your page speed does have a big, big impact as well.
The seventh thing I want you to take away is a strategy that I call Ads Sniper.
So when a lot of you are, kind of, running ads and you’re, kind of, figuring
out what’s working, what’s not. This is like the simplest strategy that you can
put in place, to queue up your ads, look at your return on ad spend, and just
kill the ones that are not performing. You can see here, there are some ads
that are below the average. So I’m looking at, for example here, I’ve grouped
a number of ad sets together and I’m just looking at the ads that are
underperforming and cutting them, because they are losses for you and also, those
losses have a negative impact on your ad set because the more those losses pick
up, the more negative data your ad set picks up as well, and it makes it hard to
scale and grow out of that as well. Now I don’t know how many of you have watched
The Founder. I found it fascinating film. So The Founder is talking about the
foundations of McDonald’s and when it started off and one of the really cool
things I loved about it, was the speedy system. So McDonald’s literally invented
the fast food business and this is when McDonald’s actually used to
serve real meat. Not the McDonald’s that you know now. This is like 60-70 years
ago and what they handle is a real dedicated system and automation and
everything just worked like clockwork, and that’s how I run my Facebook ads.
Everything is run by systems and automations and a big part of this is
cutting bad ads, promoting good ads, increasing budgets, and using automations.
Like, take all that stuff that you do repetitively and automate it. So if
you’re seeing for example, I look at last three days performance and
if my ROAS is good, then I’ll bump the budget up, or I’ll have an alert, I
use a tool called Reveal. I’ll send a little alert into our Slack channel and
an alert will go in and it will tell us that we can actually start to scale
up even faster because these ad sets are working really well. I don’t want to be
spending time in my ads manager and neither should you. You want to be
spending your time marketing. So let the tools and automation do all the stuff
that’s not really a great use of your time and focus your time on research and
testing and your customer. I’m a bit tight on time, so I’m going to go a bit quicker here. Number eight is the Reverse Sales Funnel.
So here’s an example of how a lot of ecom store owners handle their business.
So a lot of you are like the hare here. So I don’t know if you’ve heard about
the story of the hare and the tortoise, which one won the race. This one actually
goes to prove which one won the race but lot of you go for the first sale and then
you stop because you’ve made your acquisition, but that’s not how you win
with ecom. Ecom is steady and slow, finding opportunities and growing up, but
you don’t stop after you get that first acquisition. You carry on going. You go and
monetise that customer further and further and further because it’s far
cheaper to retain a customer, than it is to go and acquire again, and this is the
thing that stresses me out so much about people on Facebook ads. It’s yes, go and
acquire your customer but keep on monetising them down the funnel. Lifetime
value is such a big thing about making Facebook ads work as well, and so what I
call is the Reverse Funnel, so we’ve talked about previously going from, kind
of, cold, warm to hot but on the back of that, once the customers purchase,
they go from cold to warm to cold – from warm, from hot and warm to cold, and so
you have to get them at the right time. So 0 to 30 days after purchasing, maybe
there’s an upsell or cross-sell. Even just a simple thank you video, maybe you
get some referrals out of them. If they haven’t purchased off the first 30 days,
think about different strategies. So new arrivals for example, generally works
well if your store has that and then if they go into kind of 60 to 90 days,
they’re going to start tipping off and then maybe you start doing different
things as well. So it’s all about kind of, monetising people and keeping them
engaged in your brand. Here’s an example of one I ran over summer, this was for a
candle business. So the cool thing about candles is they burn out and people need
new candles. So what we figured out is most people buy new candles between
30 and 60 days from their first purchase. So we ran a real simple retargeting
campaign to existing customers that purchase between 30 days and 180 days
and in that month, we spent $1,500 on it and generated $40,000 in return.
The cost per acquisition was $2. That’s absolutely insane. We were looking
at this and saying to the client for many months, saying we need to do this, we
need to do this, get the sign off. Just think how much money was left on the
table if these customers didn’t come back, and this is such an important part
of making Facebook ads work for you and really squeezing as much value out
of your customers as possible that I just see lots of people missing out on.
And this kind of ad set is super, super simple to set up. People have purchased
in the one last 180 days, exclude people that have purchased in the last 30 days,
and that’s it, that’s your audience. It’s super simple to set up, really quick. I
encourage you, if you’ve got an ecommerce store and you can get a future
sell, go start testing that, and the last one I want to share with you is
delighting your customers. Now, Facebook made a fundamental shift forward for
ecommerce about six months ago and they’re now pushing this even harder.
Customer feedback, I don’t know if you guys have seen it on your stores yes
but it will really start to roll out on more and more stores, and what Facebook
are doing, is they’re doing your customer service job for you. They’re asking your
customers, are you happy with this store? And I find it insane that people will go
and check their customer feedback but they won’t ask their customers themselves. They are your customers. You need to take
the responsibility before Facebook do and find out if your store or your store
experience has a problem, and so what I use is a methodology called Net Promoter
Score, NPS. Has anyone heard of NPS? Awesome. So a few people. NPS is a way of
scoring the quality and satisfaction for your user right after they purchase,
and it’s really simple. So I use a tool called Delighted.com, there’s lots of
different tools out there. It’s a simple question. Would you recommend this brand, this product to your friends and family? It’s
a score between 1 and 10 and the score calculates between those that gave
you 9 and 10, so they’re your promoters and those that give you a
score between 1 and 6, they’re your detractors. You take one from the other
and you get your score. So here for example, it’s a scale of minus 100 to plus
100. 69 is pretty good. I’ve seen businesses getting minus 40, minus 50, and guess what
they’re the companies that fail. They’re the companies that go under because they
continue to spend money on acquisition. They disappoint their customers. Their
customers don’t come back and they can’t monetise them and that’s where they
struggle, and this is what Facebook are trying to get you to do, to improve
your customer experience, but you should do it yourself. Now, one little tip
from this, which works time and time again is when you’re running your Net
Promoter Score surveys. If you actually pull out all your promoters
into an email list and upload that as a custom audience and create a
lookalike, time and time again and that will be your best audience because these
are people that love your brand. So when you’re thinking about building
custom audiences and lookalikes of your best customers, it always comes
down to quality. In this example, it was about 2,000 emails and these were
people that absolutely loved the brand and we were able to scale up the lookalike
campaign because we found even more people similar to that as well.
Now, apologies if it’s felt a bit like this, where I’ve been hosing you with
knowledge and information but it’s been a really tight compressed amount of time,
but one thing I really want you to do and I’ve been in your seat, you know, I’ve
attended conferences. Don’t go away and next week write up your notes and
can I think about what I’m gonna do. Whether it’s this presentation or any of
the other ones, you go and implement the stuff that you think is going to make a
difference like, right now, today, this evening, tomorrow, whenever it is because
I’ve done the same myself. You go home, you forget some of the notes, your
momentum is gone, all that excitement is gone, and then you kind of lose out. And
like, I didn’t come all this way just to show you my chef’s hat and show
you my cooking experience. I want you guys to actually improve your ecom
results because Facebook ads, who knows how long it’s going to last, how long we
were going to be able to monetise it in the way that we are right now. It could
be twelve months, it could be two years, could be three years, but you need to
take action right now. You need to start doing that test and learn, and if you are
successful, you might be able to bake a cake like this, which is what I do with
Facebook ads and just remember ingredients, recipe, and experience. The
ingredients will change based on your store and your experience. The recipe
I’ve shared some of them with you and it’s about experimenting, but the
experience is what’s going to really cut through. So like I said, I’ll give you
some of the downloads on depeshmandalia.com/awa18 and there’s
contact details on there. If you’ve got any other questions for me at all as
well. It’s been absolutely pleasure and thank you for listening to me today. Thank you very, very much. Let’s go over
into the Q&A. So what kind of questions do we have? Do you translate your ads and
landing pages when you target European countries? Sure. So do you
translate your ads and landing pages when you target European. Not when I’m
testing because English is such a universal language, like I see a lot of
people strategising as you’ve seen those results back there, we were running
English ads in Slovenia, in Ukraine, in Romania, and Poland, etc.
and we’re driving good revenue. Some of these countries, we then find as a
breakout and then we’ll translate and we’ll do maybe currency or localised landing pages and carts and ads, etc. but for the
sake of testing don’t go all in and translate everything. Test and see what
the market is saying. If you’re not gonna be able to scale up in English, sure,
but find the potential and then scale it up from there. Is there somebody who
wants to ask a question in person? Okay. Yes, please. Sure, so the question was,
what was the mind shift from running paid search to running Facebook ads and for
me, it was about with paid search, I was bidding on intent. So someone searching
for LCD TV or laptop or anything like that, they’re giving you an intent. So
your goal is to get them out of the search result, into your lander, and try
and convert them. Create a landing page relative to what they’re searching and
for me, it’s a lot simpler because you know what they’re searching for in most cases.
So you build a funnel based on that. With Facebook you’re creating intent. Like
Facebook works at a higher level depending on how you’re running
your campaigns and so, the mind shift was moving from trying to get people out of
the newsfeed and onto my site, to only pulling out the right people from the
newsfeed onto my site. So I don’t want a 100% click through rate because no audience targeting is gonna be 100% spot on. I want the right people to click-through.
So for example, where the ski-wear brand that you saw earlier, we were getting
click-through rates of 0.9% / 1% but our conversion rates were 6 and 8%.
That means more to me and a lot of people focus on click-through
rate. Only 2/3/4% click-through rate and then conversion rate drops
because you’ve got the wrong people. So that’s the thing that kind of shifted it for me.
Thank you very much.

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