Shopify Dropshipping Workshop – Intermediate to Advanced | AWasia 2017
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Shopify Dropshipping Workshop – Intermediate to Advanced | AWasia 2017

Alright, hello.
Awesome. Good morning everyone.
How’s everyone feeling today? Come on, you can do it a little bit better than that.
How’s everyone feeling today? Much better! Welcome to day two of Affiliate World Asia and welcome to day two of the Shopify workshop. If you can hear me out in the
marketplace, you definitely want to be inside here, all the good content is
about to get rolling. Awesome, so if you were with us yesterday, we
covered the basics of starting at Shopify store. We also talked a little
bit about the company, a platform and a brand. So for those of you who maybe weren’t here yesterday, Shopify is the leading ecommerce platform
that helps businesses of all sizes, sell online, offline, wherever their clients are.
It’s a SaaS-based product. Meaning that you can ask us through our platform,
wherever you may have your access. And it’s easy to use. It’s safe, secure, you don’t have to worry about hosting and best of all you don’t need the technical know-how to code or be a
designer to get started. So for Affiliate World, if you’re interested to start your own store,
you can head over to and take advantage of our 21-day trial. If you’re interested in that, I would recommend it to
get started on your entreprenurial journey. So today, what we’re covering is a little bit
bit more advanced, and Mo here is an experienced entrepreneur. He’s a Shopify partner and he’s part of our
amazing ecosystem. So I’m going to be talking more today about once you have your store set up, you’ll want
top start gaining an audience, building an email list, starting to scale your business. So yesterday if you were in our workshop,
we were covering Shopify systems. So not only do we have our platform, which is the main
part of our software, but we have an ecosystem that really supports that.
So one component of our ecosystem is our theme store, for example, as mentioned, so it’s not hard to design a beautiful store. So for our themes store, it’s a place where you can access themes that are mobile-responsive, meaning that your customers can access your website or store on mobile and can have the most optimal experience. So these are from our designers
that are part of our ecosystem and another part of that is
we have our app store. So our app store is very similar to the
Google Play store, the Apple app store, where you download apps for your phone
and it extends the functionality of your phone. The very same thing you can do when it
comes to the app store on Shopify. So it actually helps to extend
the functionality of your store. So we built Shopify as a platform for
functions that most businesses need most of the time.
So our apps we take to the next level because every business is so unique, everyone is going to need something different. So whether you need apps to help you run
marketing campaigns or take care of your accounting or finances or perhaps provide more
customer service, these apps are really here to help you to do just that,
and to help you run your business smoothly. So you can focus on what you
love best, which is your product or your service and you can let the technology
be handled by Shopify and our app ecosystem. So I’m gonna let Mo take over
the rest of the presentation and he’s gonna be talking to you more, first of
all, about the must-have apps and then also transitioning more into the
marketing side of things. So Mo take it away.
Thank you! What’s up everyone?
Before I talk about the must-have apps, I have a question. Who is staying at
the hotel? So what happened to me, basically, I’m gonna tell you a little
story about what happened to me and what happened today actually, to me. I booked
the wrong Centara Hotel, that’s how awesome I can be sometimes. So I saw
the event would be at the Centara, I just Googled and the first Centara that
popped up, I booked it and I’m actually staying 40 minutes away from here. So
this morning I was telling of my hotel, eating, breakfast and I’m like, I
still have time, we’re starting at 10:30 and I’m gonna get here in time. So my
awesome friend Chad, who’s right there. Hi Chad, by the way he’s the man with the
plan behind this whole event, you can give him a round of applause.
Thank you Chad, thank you. Love you man. So yeah, so he texts me at 9:15am.
He goes, Mo can you get here like 25 minutes earlier? So I’m
like oh my god, I gotta be there and you guys, I don’t know if you seen the
traffic in Bangkok in the morning. So I’m running everywhere,
running like I need a cab, I need a cab and then my cab number is
number seven, there are six people in front of me. So I’m like screw that, I run
to the cashier at the hotel, I pull out cash, I’m taking a limo.
So I took a Beamer, I paid $75. I better get my dinner paid for tonight.
And I’m running, I’m like sitting at the back, I’m like dude, I don’t care take all
the highways, I’m paying for them, burn the lights, jump over people, I don’t care,
I gotta be here in time. So I get here 9:47 and I text Chad,
all proud I just got here and he goes, oh sorry I meant for your last
presentation today. 45 minutes running everywhere to figure out
that I needed to be here early 45 minutes, and that’s why sometimes you
need to hire a team to outsource all this stuff, and that’s one of the things
that we’d be talking about today. So back to Shopify and the must-have apps for
Shopify. By the way Chad, thank you for that. The number one app is Oberlo that
we went through yesterday and we talked about it and pretty much is the app that
automates about 70/80/90% of all your dropshipping business, eliminates
all that sending orders to suppliers and adding products and all
that good stuff. The number two app is one of the one of my favourite apps,
which is Klaviyo, we all heard the saying, money’s in the
list. So Klaviyo, what it allows you to do, it collects the email, it acts
as an auto-responder, you can set up flows, you can set up your cart
abandonment flows in there and the most amazing thing about it, most apps when
they do the cart abandonment, like we have apps just for cart abandonment on Shopify, they do only 3 emails. So with Klaviyo you can set up up to 12 emails, 20 emails,
whatever you want. Mine are 12 emails. So they go 20 minutes, then one hour, then
day 1, day 2, day 3, day 7 and then they go on and on and on. Then with the flows,
you can switch them to send another product and so on. So that’s one app you
want in there. My second favourite app, Pixel Perfect and it takes care of
everything Facebook related. So the pixel, building audiences, the Facebook feeds
the catalogue and all that. So this app basically automates the whole thing for you. It’s an amazing little app that you
really need to have in your store. Bold Upsell, the name of the game with the dropshipping is increasing your AOV. So you really want to be doing upsells, you want
to be doing bundles, you want to be doing price breaks and all that. So make
sure you have the Bold Product Upsell or any other upsell that you may try but my
favourite is Bold. It works great and it converts and that’s what matters to
me. Who here uses PayPal? We all heard the nightmares, right. So the PayPal tracking
info, what it does, it saves you a lot of headache with PayPal. Basically what
happens with PayPal, they don’t really like dropshipping because of the
tracking numbers, because basically sellers don’t add the tracking numbers.
So this app, what it does it takes your tracking numbers automatically and adds
them to your PayPal orders. So when people ask for tracking numbers, they
already have them and that would save you the hassle with PayPal. They would
save you the time, they’ll save you from them asking what’s this order for and
where was it shipped, then did they receive it and all that. The next app is Order
Lookup and this app basically saves you time with customer support.
So you can set up flows in your customer support app
that you’re using, you can use either Groove or Zendesk or whatever you’re
using, even normal email and instead of you or your employee going to look for
the order, you can just refer them to a link in your store and basically all
what they have to do, they type their name or their order number and they will
see where the order is exactly. So this is a huge time saver when it comes to
customer support. Security, conversion rate optimisation and all that McAfee
secure got you, so you really want people to trust you. Please don’t just install
the image of McAfee secure. I have seen a lot of people do that. Install the app,
it’s free up to 500 clicks a month, I think, if I’m not mistaken. I forgot the
real number but then you will pay for it but it’s totally worth it. It’s really
worth it. It increases your conversion rate and basically it creates that trust
between you and your customers, especially if it’s called
traffic and people don’t know you, they don’t trust your site yet. So clicking on
McAfee secure badge on your site and they see it’s trusted by a leader in internet security, that’s all good for
your store and for you. This app is still new in the market but it does amazing
things. The Facebook Messenger Remarketing and basically what it does is cart
abandonment on Facebook. So when someone comes to your store, they add to cart and
then let’s say their phone rings and they run away and they don’t buy. So what
happens is they receive a message on their Facebook Messenger
and the open rate, in my case, in my store is over 90%. If you
think about it, everyone opens their Facebook Messenger messages when
they receive them. So that leads me to the next point, where you want to
really look into chat bots and they really do integrate with the Shopify
Chatfuel, Chat-o-matic and all those guys. They integrate with Shopify and you
can basically increase your email reach with them and operate with chat
bots is about 90% and the click-through rate, I’m seeing anywhere
between 60% to 70% so it works a little better than email.
Now comes the fun part, the store marketing. So what we are going
to cover in the store marketing? The main traffic channels, the Facebook Ads
obviously, and the auto bidding, scaling methods. Who in here pushes Facebook Ads
already? This way we know how advanced we go. Awesome. Okay so the main traffic
channel that we use for Shopify and my team are number one, surprise, surprise
the big blue Facebook. Number two, Instagram. So we use a lot of Instagram
and Instagram it kind of depends on your demographics. We have seen that it
converts really well for younger demographics, older people I guess are
not really into Instagram and it works great also for retargeting. So basically
we push cold traffic on Facebook and then we retarget on Instagram, we also
retarget on audience network, and all that it works really great with
warm traffic. Google Adwords with all their channels, shopping, search, YouTube.
So as I mentioned yesterday for Google, for Google AdWords,
what you want to do is bid also on your brand. I don’t know a lot
of people who are doing that because what happens when people see you on
Facebook and they don’t know you, what’s the next thing they will do? They will
Google you. So when they Google you, because you are bidding on your keyword, so basically, they will go to
Google and they will search for and then your Google AdWords ad
will appear and they convert like crazy. YouTube, also you really want to use that,
especially for retargeting. Even if you don’t use them, just put the pixel there.
Put the pixel in your AdWords, pixel your YouTube, and all that
put it on your store and just leave it there. Even if you don’t do anything
with it, just retarget, start with retargeting. If you
don’t know how to bid and I know there is a learning curve and all that, just start
with retargeting. Push all that traffic from Facebook and retarget through other
channels and lastly, we use retargeting outside of Facebook. So AdRoll, Perfect
Audience or Criteo, you want one of them, you don’t want them all. My
favourite is a AdRoll. Criteo, they have a lot of rules and I hate rules and I
love breaking them, and the Perfect Audience comes second in my favourite
list. Those are the main traffic channels. There is also SEO. I just didn’t
want to add it there because SEO can be a whole conference on its own,
and there is also email marketing and that’s also a whole big subject. So add
email marketing and SEO to your notes. Now the big blue. Facebook and
Facebook scaling hacks, just before we get into Facebook, I just want to mention
I kinda know what I’m talking about when it comes to Facebook. We spend multiple,
7-figures per year, so if you are in for a treat, hopefully.
So please make sure you take notes, keep your questions at the end, I
promise I will be answering them all, one thing we are not going to cover is
manual bidding, but you are more than welcome to ask your questions about it
just heads up and so let’s get going. Alright video ads,
so use video ads as much as you can.
Now when I say video ads, everything, think Hollywood and Bollywood
and you think you need the camera, like all those guys here filming me. I wish I
was better looking. So you have all those guys filming and you really don’t need
any of that. All that you need is your phone and a good background and you just
take a video of whatever you’re selling. If it’s a product that has a
feature, you want to really show that feature and if it’s a product that’s just,
let’s say a watch, all that you do is you wear the watch or put it somewhere
with a nice background and take your phone and rotate it. Don’t
over complicate it. If you don’t have anything and you really don’t want a
video, just take the image and put it as a video. The reason why you want to use
video? Number one, the CPM’s are way cheaper with video. Number two, it
converts way higher. The CTR is way higher with videos and the link CTR is
higher and then by the way, who doesn’t know what CTR is? Because I’m
assuming here everyone knows. Okay so CTR is the click-through rate. It’s
basically the percentage of people that click on your ads from people who’ve seen
it. So if you have 100 people seeing your ads and 2 people clicking, you have 2% CTR.
Got it? Alright, so you want to use video ads for cheaper ads,
cheaper CPM. Also if you really want dive deep into into video ads, you can sell
your benefits of the product and you can show the product on a video ad. So the
video ad acts as a pre-sell page. So it will sell the product instead of just
selling the click, if that makes sense. So when people watch the video,
they are pre-sold on the product and then you can direct
link to your Shopify product page, with a little copy you will convert way higher. Does everyone understand that part? Yes, good. So basically your video will act as
a pre-sell. It will pre-sell your product to the people before they actually go to
the product page on Shopify. Number two, try to have multiple creatives,
especially when you’re scaling. It becomes an assets game,
the more creatives you have, the easier your life will be.
Because what happens is, there is something called audience fatigue and
there is banner blindness. Who doesn’t know what banner blindness means?
So banner blindness is pretty much, you know sometimes
when you go in the street and they hang, they put a big billboard. The
first day you will see it, the first time you will notice it, the
second time, the third time, then the fourth time, it’s part of the
street, you don’t pay attention to it anymore. Same thing with Facebook,
so people see your ad the first time, the second time,
the third time. They don’t click at it anymore because it’s like part of their
news feed, that’s why you really want to switch up creatives, you want to keep
that CTR high, you want also to switch up offers. When I mean offers, I
mean, let’s say you’re doing two for one, you’re doing buy one get one free, and
then you switch it up to just buy one get free shipping. You want to rotate
also your offers with the same products. So you hear a lot of, my product is dying,
I need to find another winner. In reality what you need to find is another offer,
instead of just another winner because your product is selling and you need to
be selling the offer as well as the product, not just the product. So if
you’re doing two for one, you can do free shipping, you can do buy three get the fourth for free. That rhymed! And you can do by bundle, you can
do price breaks and all that. So make sure you are rotating your creatives, as
well as your offers and find different angles to promote your product. Anyone
read the book Ca$hvertising? Okay for everyone who did not read it and you are
running Facebook Ads, please do yourself a favor and buy that book. It’s on
Amazon, it’s a red cover. So Ca$hvertising is an awesome book and it’s the
basics of how to find angles to your products. Basically let’s say
there was this popular product and it was the LED dog
collars. So basically what it is, is the dog collar and it lights at
night. It shines. So one of the angles that I have seen people promoted with as
your dog will look cute with it, basically it’s fun at night, your dog is
all shiny and jumping around and you’re happy and everything is good. The second
angle will be in the United States, we lose 6 million dog’s yearly
because of cars hitting them. So now you switch to the security
angle, so you’re promoting the same product but you’re hitting people from
another angle. Now everyone who has a dog, trust me in the US it goes, wife, dog, kids, husband.
Something like that, in that order. So people do actually love their dogs and
when you hit them in their fears, they will actually buy. So that’s what I
mean by different angles, you want to hit people from different angles about the
same product. Know your metrics. This is the most important part in all of
this is knowing your KPI’s, knowing your metrics. Now, for instance I was asked
yesterday when I was showing shipping, why would i eliminate some countries, the
reason is simple, let’s say you’re shipping from the United States and you’re shipping within the United States cost
per box alright, you’re selling a product for $20, the product cost you $4
, you have $15 and the shipping cost you $4 so you
have $11 left, let’s say you’re acquiring customers on Facebook,
assuming they’re UV is the same $20, you’re acquiring customer on facebook at
$5 so you still have six net but if you’re shipping let’s say
you’re going to ship to Germany and you’re shipping to Germany $15,
you’re actually losing money at the end of the day, you’re losing money
even if your cost per acquisition is $2 you still lose money, so it’s all
math at the end of the day and you really want to know your metrics, you
want to know your AOV per country, you want to know how much a product or
an order cost you ship to the customer in that country, so you can reverse
engineer, so basically you want to know how much money will you make in Germany versus how much money you will make in the u.s., and based on that, you work back
and see if you can make it profitable or not, worst case you change the offer in that country or you change the price, because
easily and this is like a mindset thing, easily you can sell something in the US
for $20, you can sell the same thing in Europe for $50, it’s
the same product but in Europe they perceive it as a higher product, high
perceived value, that’s one thing everyone
needs to understand, is the perceived value when it comes to e-commerce,
deep down, you know yes, you bought it for $5.00 but how much is it worth to people,
how much are people are willing to pay for it and that’s the key to knowing
your metrics, so basically know how much money you’re going to make in a certain
geo and go back, same thing goes with mobile or desktop, we have a store that
for some reason the mobile AOV is $50 and the desktop AOV is just 25, so
basically, I can spend technically double with everything being equal, I can spend
double on mobile to acquire customer, as much as you can spend on desktop, so
knowing your metrics on different player, on different devices, your metrics on
different platforms, knowing your metrics on different geo, will help you scale
further and will help you basically acquire customers at profit and with
dropshipping, we only want to be profitable day, one we want to acquire
customers and then make money, all the money on the backend, most of our stores
or all of them make the profit on the first transaction,
between that customer, so increasing again your AOV as much as you can, and
why do you want to increase your AOV you as much as you can, because 90% of
your traffic probably would come with Facebook, how does Facebook work is an
auction system, so let’s say me and you we’re selling the same product,
but my AOV is $70 or $75 your AOV is only 35, so my margin on that $75 is
more than your margins on the 35, so technically I can spend more than you can ever do on Facebook, so if you are on the same niche, we are selling the same
product and you’re not doing any offers, you’re not doing any promotions and
let’s say I’m doing do two-for-one, or I’m doing buy three get the fourth
free, so basically I have more margins to outbid you on Facebook, so you can be
profitable, you can break even let’s say at $20, I can break even at $40, so at
the end of the day on Facebook is literally civil war, whoever bids more
takes the market. So because my AOV will be higher than you, I can outbid you any
given day and that will lead to you leaving the market and reducing my CPM and for that thank you. So please make sure you increase
your AOV. You really want to increased as much as you can. So how do you
increase it? With breakdowns, like price breakdown, that works really
well on Shopify. You want to do upsells, you want to do BOGO.
So buy one get one free, buy two get the third for free, buy three get the
fourth for free. What else you want to do, you want to hit them up with email as
much or as soon as they buy. So when they buy, hit them up with an email and
the thank you email, offer them a coupon code to buy again, because they are in
the buying mode the dopamine is still in their heads and those emails do really well.
The post-purcahse flow, you want to start selling as
soon as they buy. So don’t wait for two days, don’t wait for three days, don’t
wait until they receive the product, hit them right away. And one other thing that
we do, it’s super fun to increase the AOV, is we retarget the buyers on Facebook as soon as they buy. So you create the custom audience for
people who bought from your store and as soon as they buy, they’re added to that
custom audience and then you give them an ad, saying like thank you for being
our customers, here is a coupon code for 20% or 15% or whatever you want to do,
and it’s available for only 24 hours. So basically they bought that transaction,
it’s established they trust you and then they see thank you note, and then they
see a coupon code that will expire in 24 hours, which creates scarcity. So you put
all of that in one thing and it creates about 15 minutes, like you need 50
minutes to do all of that, and then it’s all automated. So again, custom audience
of your buyers, 24 hours expiring coupon code. Cash over ROI, and this
is the dilemma with Facebook marketers, especially in ecommerce. You
will hear a lot of people saying, oh I have a 1,000% ROI, 500% ROI but the thing is 1,000% ROI on $10 spend is less than 100% ROI on $1,000 spend. So basically if you spend a $1,000 and your ROI is just 100% you made $1,000 back net and if you spend $100,
but your ROI is 500%, you made 500 back. Know what I mean? So basically cash over ROI, you really want to know your net money in
versus money out. I know there are ad sets that will perform better than other ad
sets, but if the ad sets that are giving high ROI, I’m only
spending like $10 or $15 or $30 a day, for me, personally it’s not worth it, because I
like to be spending like couple thousand dollars a day. So when scaling in most
cases, you will need to sacrifice some ROI to volume but at the end of the day,
it’s more cash. Is that clear for everyone? All I see is this. Alright,
the last part is fear. When doing ads and the mindset. Honestly, it comes down to as
long as you’re profitable, push those ads. So sometimes you do an ad set
at $30 and you’re making back like 5x ROI and then you push that $30 to
$100 and your 5x becomes 4x and you go, oh my god I’m losing return on ads here, but in reality you’re making more cash. So what you really need
to do is keep pushing because you’re making more cash on that ad set. It
doesn’t matter, all these fancy metrics, it’s fun to have them. It’s fun
to brag about them. They’re good for the ego but they’re not good for your bank account.
The bank, you walk in with that amount of money, they don’t care what your ROI is, they care about how much cash
you have in that bank. So as long as your ad sets are profitable. I would
have pushed ad sets, they started at 30, then we push them. We kept on
pushing until $1,000 a day on auto bid, and basically they were making
like $400 net a day and I’m fine with that because if I kept them at $30,
they will never make me that $400 at least, or my ad account,
they won’t never make me that $400 a day. So as long as
they are working, do not be afraid to scale. As long as they are bringing back
a positive cash flow, do not be afraid to scale them. And auto-bidding scaling methods, this is the fun part. Love that rocket there.
So number one, the the first way to scale your ads.
What we do is we duplicate the ad set and we increase the budget. So
there are two ways to the application that we do. We take and working ad set, we
duplicated three, four times at the same budget. So let’s say your ad set at
$30, by the way I start all my ad sets at $30. I don’t do the $5, $10 and all that, I start at $30 and if they are working, I
just keep on duplicating like three, four, times and usually two or one of those
three for duplication will work, and it will stay at $30.
Number two, the second way to duplicate your ad set is you duplicate and you
increase your budget. So if it’s working at $30, I will duplicate it at $100.
So duplicate, change the budget and you’re done and that also
works. Now, the duplication thing, I’m really not fan of it, but it works
because it doesn’t make any sense logically, but it does work. So I don’t
argue with it. If it’s working, I instate it. So basically duplicate and it’s hit and miss. One or two of them will be working. The
second way is we increase the budget on the ad sets every 3-4 day, by
20-30% and here, when I say every 3-4 day, everything for day on your
time, because someone asked me in another conference and I said every
Wednesday between 2:00 and 3:00 p.m. and he took it for granted. He texts me on
Facebook. So today is Wednesday, can I do that? I’m like, huh? I say every 2, 3, 4 days on
your schedule, not mine. So 20-30% basically, how it works from 30, we push
it to 45 then from 45, we push it like to 75 and then 75 to 100 and then at 100, we
start like pushing 50%, so 100, 150, 200, 250, 400 then I go to 500, then at
500, I’m super bored with it. I go to a 1,000. So it’s either gonna go for broke. I don’t wait that 550, 600, etc.
So from 500 I jump to 1,000. it works 3 times out of 5, scaling by
audiences, look-alike audiences and more interests. So scaling by audiences,
there are three ways basically to do it. Number one is you want to scale by
targeting. So you find other targets. Let’s say again, the dog example.
You are selling that dog collar and you are targeting dog magazines. So you have a
group of people, the magazine people, you are targeting them and then you want to
target like the dog shelters, you want to target the dog foods, you want to
target all type of dog related pages. One thing here that I have been testing and
it’s working really well, is not calling the interest in the copy but kind of
like subtly mentioning it. So you’re a fan of dog magazines that’s great.
Blah blah blah, the product benefit, benefit, benefit. So you kind of
relate to them, call them out but not directly. Don’t go hey, I know you
like dog magazines, don’t freak out, it’s just Facebook giving me that, and I’m
breaking the terms of services. Don’t do that please because you will get banned.
So call them out like subtly. You can call them out also on the creatives.
Basically you put like dog magazines. You know all the magazines that they like
and put your product in there, or especially if you do that in a video,
it’s amazing because people know what they’re like already on Facebook.
Especially if it’s a magazine, they’re probably reading it. Same thing with
shelters, same thing, that’s just the dog example. So you got all types of the
targeting tree, we call it. So you have the influencers, the books, the
authors, the shows, the actors and so on and so forth that you
can target and basically call them out on that. Next thing, geo scaling and this
is one of the easiest ways to scale. It’s a low-hanging fruit and it does so
good. It’s unbelievably amazing. So what you do is with geo scaling, you can
basically scale within the United States or Canada or Australia and you can scale
internationally. So in in the United States, basically there are all the
states and what you do is you go to Google Analytics or Facebook breakdown
and you select region and basically you see every state and how it’s doing.
Basically we’ll see sometimes in Texas, I know for a fact most most of my
products, Texas, Florida, California, and New York, they are usually good people, I love
them, they buy everything. Awesome people. So what you do is you go ahead and you
create an ad set for New York. You create an ad set for Texas, create an ad set for
Florida, you create an ad set for California, please don’t do those four because those work for me. You need your own data, you
need to test your products and see what it’s selling, so you can scale with that.
so what we do with that is we create those ad sets targeting those people and
guess what? Obviously you want to relate with them. So usually I add it on the
creative because I tried going Texan women going crazy over this, and
then you wake up next morning, you get the red bar on Facebook. You have been
banned. So you don’t want to call people. Don’t call people on what they
like, on their gender, on their age, on their color, etc. So what I do is put it
on the creative, so I put the Texas map on the creative, whether in the video or
in the in the image and I target them and it’s now a Texan promotion,
just for people of Texas and I do that also in New York and Florida. So I do
that for every state. The other way is we scale by countries. The geo by countries
or by whole region. So we go like this promotion is just for the Middle East,
and we target like Qatar, UAE, Saudi Arabia and all those guys. By the way, the
Middle East buys a lot, if you can handle cash on delivery, if you can figure out how to do cash-on-delivery, they buy like crazy.
The most challenging thing is the cash-on-delivery part but yeah. So with
geo scaling on countries, basically we do the same thing and we call out the
country. The countries that we have been doing States on is the United States,
Canada provinces and Australia. The rest of the countries are way too small to do
anything. Next we have the International scaling that I just mentioned and then
we have the objective scaling. So the objective scaling, there are a lot of
theories about it and how I understand it is the whole thing is a bucket and
Facebook basically, with this will dispatch your ad to different people,
based on the objective of your ad. So if you do page post engagement or video
views or website conversion or clicks to website. What is it called a website
clicks to website? They call it website clicks? I’m old school. So
I always called clicks to website. So I do all of them once. I have a working
product, I throw everything at it and you will be surprised, you’ll be surprised
that sometimes your clicks to website will be way cheaper than your website
conversion ads, and when we do also website conversion as you know, when you
install Pixel Perfect, you have all those little events, like view content, you have
add to cart, you have add to category, initiate check out, check out, etc. So
really, what you want to do is you want to test those events. Especially now with
the whole learning thing that they did on the ad side, who has that on his ad
account? Like the learning phase? So basically, now they’re asking for 50, I
think and if that does not work, if you’re doing objective and you’re doing
small budgets, obviously you want to get your 50 within 7 days. So you walk back
in your funnel and you optimise for that. so if you have like 50 add to carts, if you
can get 50 add to carts, you optimise for that. So don’t take anything for granted
with Facebook and test everything. When I mean everything, it’s everything. You
want to test website conversions, you want to test all the events, view content,
add to cart, purchase, add to category etc. When you want to reduce your scaling you want to push to different product pages
and call the country on your landing page, Canada’s promotion, US promotion, a New Zealand promotion, Australia promotion,
and so on and so forth and play with your copy and your creatives to reflect
your traffic and you can do heading products on Shopify. So when people
search for them and they don’t find them, they only find them with the direct link
and that direct link will be on your ads. Is that clear for everyone? Alright so
when scaling your ads, this is the first problem that you will face, is you’re
selling more, but your backend is not ready. Your customer support is not ready,
your shipping is not ready or fulfillment is not ready, your supplier
sometimes is not ready, and that will break things. Been there, done that. A
couple times actually. It takes me to make the mistakes a couple times to learn. So
what you want to really do before scaling your ads because when we talk
scaling businesses, everyone thinks about scaling the ads and forget everything
else. So you only want to scale your ads, and you want to scale your back-end as
well. So you want to talk to your supplier before scaling anything. Make
sure they do have the inventory to send. You want to talk with with your team,
basically tell them, hey we’re like now doing doing 50 orders a day, we will be
doing 200 orders a day. So expect technically, more tickets. So don’t
freak out, be ready and if you think we need to hire someone, we will hire
someone. You want to scale, you want to scale your creatives. So you want to
talk with your designers to make more videos, to make more photos etc, and
that’s pretty much it and if you’re doing PayPal, you may want to give them a
call. Tell them hey, there will be more money coming in, alright. So assembling
your team and those are basically all the mistakes that I made through the
years, when assembling my team. Hire slowly, fire fast and try to not get
emotionally attached. For real, try to not get emotionally attached. I know it
sounds mean but try not to especially if you outsource, you will
hear, my mother died, that my grandpa died, and the whole family, god bless them, they
all passed away, and I’m single dad, they’re a single mom with 14 children,
and all that. I’ve heard all the stories. So please don’t get emotion attached.
You’re running a business, you’re not running a charity. If you want to help
them, help them but not at the cost of your business and also hire slowly. Make
sure you’re hiring the right people and fire super fast. So one thing or a couple
things that I look for when I’m hiring an employee? Number one is communication. You really want them to communicate. You cannot have an employee bad at
communication, because you cannot understand what’s
going on in your business. If you’re the CEO of your business, you will not be
running customer supports, you will not be running ads technically, but
especially the customer support part is where we find all the gold in our
business. People will ask you questions, people will tell you their concerns, people who handle your employees will handle
your comments. If you read most of the Facebook comments on physical
products, all of them are angles to market. I did the Facebook live not long
ago, about this glove with rubber knuckles and basically people
were asking, he was selling it as a survival product for all people who are
into survivals and the world will end after tomorrow, and then
people were asking, will this work for motorcycle? Will this work for rock
climbing? Will this work for camping? Will this work for hiking? So all these angles
like those four angles you can use them for your creatives, you can use them for
your targeting, you can use them for your copy,. So basically they gave you four ways to scale and that you did not think of. So you take that product
and those are your different angles to promote your product and who will
communicate that to you? The people who are taking care of your comments, because
obviously you’re not going to sit all day there and answering the comments on
your Facebook ads. Second thing, don’t micromanage. As I said you’re not going
to sit and manage everything. Micromanaging slows you down. You, as the
CEO of your company, you need to be honestly more on Skype than anything
else. Talking to people, talking to suppliers, making connections and you are
in a good event to make connections. Trust me. Like in the last event, I
spoke with someone who was doing Facebook ads, and we were talking about
manual bidding and one of the tips he gave me, in the past three months,
it ended with an extra 100k, I think 150k. So that’s your job as
the CEO, knowing people to make your business better. We communicate we are
doing, how we are doing, we mastermind. That’s your job as
CEO. Your job is not to sit down and answer comments or answer emails.
That’s not your job. So please don’t micromanage and delegate
your weaknesses first. Each one of us here has a weakness. Mine would be
organisation. You can guess, I booked the wrong hotel for god’s sake,
so that’s what you want to do. In my case that’s why I will outsource first.
I outsources everything, paperwork, the worst thing that you can do to me is
give me a form to fill up. Please don’t do that. Where are the organisers, please
don’t do that to me. So outsource your weaknesses first and
outsource them fast, super fast and where to outsource them? and for VA’s and you can hire people locally through Craigslist if you
want to have your team locally. There is nothing wrong with that. You can
hire them, we hired through Craigslist. We hired through jobs websites in Canada,
and we hunt down people on LinkedIn. LinkedIn is a goldmine.
So we go to LinkedIn and I don’t know a product manager and
you will find people who work on retail, people who handle products, and Inc 500
companies and you can talk with them. Sometimes they will even work with you
based as a consultant. He’s like, oh dude I work at this company, I don’t want to
leave my job but I do offer consulting. Good for me, good enough. Sometimes you
can hire them to train your people. So you can hire people like fresh out of
the university or college and you bring an expert and hired and trained them. I
have done that in my company a lot. For instance, I know how to run
Facebook Ads. I’m really not the AdWords expert. So we
need someone who is an expert to train our team. That won’t be me right.
So basically that’s how you hire someone to train your team. If you
cannot hire them and that leads like to my second point, do not hire superstars
in your team, at least. You can hire superstars consultant and what I mean by
superstars, people who are on the stage. People like him there taking pictures,
and people who are basically – you cannot hire someone who is spending like 7-figures a month on Facebook. Seriously. number one, they will not take the job.
Number two, if they like you and they will help you, they are too busy and that
creates problem with communication. So if you want to work them based as an agency
like agency based, that’s good but if you to hire them as an employee that’s super
super hard. I hired a superstar developer once, basically what was
supposed to take two weeks to develop, it took like four months and we’re still
waiting till today, and here I am in Bangkok. So try to not hire superstars.
I’m honest that’s for your best benefit and any
skill can be learned. When I hire, people over skills. Always in my head like, think
of the person as someone when you look at him and you talk with them in the
interview. If I won’t feel like I can spend a good evening with you at some
restaurant or a bar, I’m not hiring you. Like if we cannot communicate, if we are
not – if we don’t click, if we don’t like get along, I don’t care how good you are,
I am not hiring you and that’s why in companies like the big companies, they do
like three four or five interviews and they never asked you what your degree is.
They never ask you what you have what you have done before. All they want
to know is your psychology, they want to know what type of person you are. If you would
be good for your team etc. it happened to me that we hired someone and he was
toxic. Basically the whole team crumbled, he was
talking to this, talking to that, doing this doing that, I’m like what the heck
dude. So I went back to number one there and fired fast. So you really want to
hire people. Any skill can be learned, Facebook Ads, you don’t want to hire
someone who knows how to do Facebook ads in your team internally.
You can find anyone who is good with math and at other things and
find the superstar to train him or buy him courses. What’s that iStack
course? Buy that one. So you can like train them. So people over skills, always.
Culture over everything. Any skill can be learned. I’m trying to beat this
into your heads because it’s really super super important and that was my
number one mistake that I did. I went for the best people at the what they do and
that was like my biggest mistake ever, and then we have the ecommerce
structure. So how we put all of this together. The CEO, and I laugh every time
I see the word CEO, because I don’t know how it works here but in Canada, takes
about $300 to be CEO. You register a company and suddenly you’re a CEO. So that $300 worth is me, and then you have the director. The director basically
is the man or woman who takes care of everything while I’m travelling the world.
So my director is my right-hand man or it can be your partners. So up to you,
and you can also be the director if you want. You can skip the whole director
thing but I travel a lot, so I need someone to handle people there. So number
one is customer support. They take care of email live chat and phone, some stores
we do have phone support, some stores we don’t. I highly suggest you put your
phone in there even though if it rings and it goes to a voicemail. Do that just
have a phone, it’s like $10 I think or $12 a month
and all what you have to do is go to Fiverr and send the text to
someone with voice over, that will record the voicemail saying, hey thank
you for joining Mo’s stores, we are right now busy, please leave us your email or
phone number and name and we will reach to you as soon as possible, and then
basically your customer support hears that voice mail and they contact them by
email, and then you took that conversation over email, and if they want
them, like they insist on a phone call, basically you can call them over Skype
or the phone. So don’t let that phone thing, oh, I don’t want to pay
people to answer the phone, hold you from having a phone number on your store,
because yes it does increase trust, it does increase the conversion of your store.
Front-end marketing, the fun part. So you want people who will set up your
ads, who will write the ad copy or at least copy-paste it and the Power Editor
and do your targeting search, your target in creating your LLA’s if you don’t
use any third-party software and create your content. So this used to be
the bottleneck in my business, because I used to be the one who creates the ads. I
used to be, oh my god, no one put his hands on my Power Editor that thing is
mine, and there is no one better than me. I was super protective over my ads. No
one touched my ads. I’m like a mad dog and then I learned that I need to
outsource everything. So basically, I hired someone who pretty much, all what
he does is copy paste and that saves me about like four hours a day. So you
want to hire people who are pretty much data entry. If you want to do the heavy
lifting or you want to hire people on how to do targeting, how to create LLAs
and to show them once or you record videos, and that was like something I
want to talk about after this, is how you train your team. Tech, this is where I
hired the superstar and I still struggle with this part sometimes. So tech, you
want them to do the pixels, you want them to do funnels, you want them to do the
Shopify stores, you want them to do anything really related to tech. They
have email setup, if you’re using Google tag manager. Who here uses Google tag
manager? Yeah, we have we have it on some of our funnels. I looked at it once. I
don’t know how that thing works, I just hired someone on Upwork and
he’s perfect. Everything, files to the point. I have never seen
my Facebook reports so accurately. Custom scripts, we use a lot of custom scripts
on Facebook and now most of them are apps, like I remember that conversion thing on the checkout page. That countdown timer, I
used to have it like two years ago, and then I think it came like six months ago
as an app for $5 a month or something like that.
Next you want to hire the back-end marketing and this is where you would be
making most of your money. Email, CRO, split testing and so on and so forth.
Increasing your AOV that’s part of the split testing and all that, this is where
we make most of our money. We don’t make it on the front-end, we
make it on the back-end. Basically one split test can increase your revenue by
23% easily, and the last department we do have is the inventory
management and fulfilment, and that’s where you don’t need people who are
expert in ecommerce. You just need anyone who understands
inventory forecasting if you’re doing inventory and ordering, like you put them
in connection with your suppliers in China and your fulfilment house in the
US and all that. Now before we move to the last slide, one thing I want to
mention is communication with your team and training your team.
I used to hire people expecting them to know what to do and then fire them the
next day, because they didn’t know what to do. That’s how crazy I was. So when you
hire your team, you want to provide them training. Either you do it through calls
and that will take you a lot of time or basically what you do is your record
videos. So you have your knowledge base, it has all the videos that needs to be
done and you give them a login to that knowledge base and their
first week, their tasks will be watching those videos documenting or taking notes
of those videos and sending them back to you. So it’s like they bought a product
and they went through it. That’s their training and then what you do the second
week, what I usually do I put them with their senior, if there is a senior or I
put them under me directly and we work like, I have like five-hour long Skype
calls. So while they’re working there with me on Skype, I’m sharing my screen and we
were talking, it’s like we’re sitting on the office and he is or she is next to
me, but if they are a Montreal, they are next to me if I’m not travelling but
usually I do it over Skype. So basically, they shadow me until I train them, and
then the third week they are on their own. One thing you want to understand also about when you hire people overseas,
there is this culture of being scared of making mistakes.
I grew up overseas, I know how that is like. You basically, you fall in
the street and you go to your mom scared, I fell, don’t hit me again. So in the
outside of North America, apparently it’s the same culture everywhere else. People
are scared of making mistakes. So you need to communicate to your
employees that it’s okay to make mistakes as long as we know them. You
don’t want to discover that mistake $30,000 later. I had one of my
employees send the wrong CSV sheet to my supplier. He flipped the
dates, instead of 11/12th, he sent the 12/11th and it was like 750 orders I think,
and he shipped all that. I knew about it when the customer support guy was
sending me email, he’s like all the customers are saying they received
multiple orders, like second orders. I’m like what the heck.
So basically I looked back and apparently he sent, and he knew about it,
and he did not tell me. So make sure you tell your employee, it’s okay to make
mistakes just let me know, so I can fix it. With that being said, thank you, everyone.
I hope you guys enjoyed the presentation. Again,
the partnership between Affiliate World Asia and Shopify that’s the link to
start your Shopify stores and any questions are more than welcome.
Thank you. Yes, the mic is right here, hey. Is it okay? So quick question, maybe I
didn’t understand right. You are now saying that it’s better to take a new
guy into your company without knowing anything about media buying? So you are
talking about the death of media buyers in this concept. Not really, that’s what I
do, because in for me it’s easier to teach someone something than to make him unlearn what he knows and teach him again. Yeah but in this case, he will
never become the expert that you will want to hire some day. So that expert
can teach your — And that’s creates loyalty to me, so it works for me.
Yeah, it was just a quick question. Oh good. Thank you. No problem. We’re good? Thank you, thank you. Hi, hi thank you for the wonderful presentation, I want to
know more about Pixel Perfect app. So basically it’s a perfect app, you know
with Facebook, there are two ways to to do the Facebook integration with
Shopify. You know what Shopify pixel is, so basically it’s the medium that
transfer all the knowledge from what’s happening in your store back to Facebook.
So Facebook can learn about what’s happening in your store. So two ways to
do the pixel like to transfer that knowledge between Facebook and Shopify
is number one, that is the native integration with Shopify and there is
third-party apps, my favourite is Pixel Perfect. So Pixel Perfect, what you do is
you copy your pixel ID, you put it on Pixel Perfect and it does all the events
automatically. It creates your Facebook feed. So basically there is something
called the DPA, dynamic product ads. I think, they changed the name again for
that right, the little squares, the carousel ad and it sends all these
products from Shopify to your Facebook accounts automatically. So you
can create those ads without breaking a sweat. Also it creates like custom
audiences on the fly. It creates lookalike audiences that are not
available through the Power Editor. So like in Facebook, we can create
up to 10%. I think, through the API you can go 11, 12, 13, 14 %, it does all this
kind of stuff. So basically it facilitates that whole coding thing,
copy paste done. So in DMP like the products from your Shopify store products get added in your Facebook store page? No, added to the feed, not the store. So
you create the feed, then you create the ads from that feed and when people click,
they go back to Shopify. They don’t go to a Facebook store. Even though you can
have Facebook as a channel on Shopify, the only thing I don’t like about that
is Facebook asks you when you’re shipping, and how you shipping and all that,
because basically people make the transaction within Facebook and Facebook
have more control over you, and we all know how I feel about being controlled.
So that’s not good right. No, one more question I have. Yes sir. While we have a payment options, whether it’s good to have Paypal option there? I’m paying my ads with
PayPal. Okay, so there is no problem later on? It’s fine. And what is PayPal tracking info
on autopilot, if you can give more information on this? Oh hold on,
you mean PayPal on Shopify. Yeah. Oh I thought paying you ads with Paypal. So PayPal on Shopify, it used to be two, three years ago, it used to be a really huge problem,
now they are a little bit leaner and basically, all what you need to do is
provide the tracking numbers for each orders but if you have like 500, 600
orders a day, it becomes a lot of manual process. So that app what
it does, you upload the all of them at once and it dispatched them through
PayPal. So you don’t have to copy paste order, per order, per order. So owner don’t
get a problem if a customer charged back through Paypal if he make a payment. I
mean as long as you have your tracking number, you find that charge back, if you
if you win it, be it, if you don’t, you just lose the money but like from
standpoint of flagging your account and all that, it should be fine. There are
some cases, I don’t want to speak on behalf of Paypal, there are some cases that
they go crazy or stuff, but most cases they are fine, as long as you’re
providing what you need to provide as a seller. So in your opinion, that is a
mode of payment that is a good mode to keep at first go. It is especially if you’re
starting, like if you’re starting, the thing is, do not try to find problems and
find solutions to them before you start, just get starting and then you will face
a lot of challenges, even couple years later you will still face challenges. Ask
me how I know, and then you will find solutions for them. So don’t just try to
find all the problems and fix them before you even start. For now you can
start with PayPal, super fine, once you face that challenge,
you will find the ways to fix it. Thank you.
No problem. Hello. Hey. Yesterday I wrote down six
lines of knowledge and now I started and I have six pages already because it was
an awesome presentation, so my compliments for that? Thank you for that. Is there any way to
download the presentation? Oh that’s a very good question and I have
actually no idea, we need to ask the organisers, if we can download the
presentation or not, hold on. Someone is running towards me, I guess the answer is
coming, yes sir, I have no idea check with Chad. They’re checking for you, awesome,
thank you. I see your Facebook page as well? Yes, that’s the Facebook
group, that’s my Facebook group, where I’m active and I drop all the tips and
answer questions and do Facebook lives, you are more than welcome all of you to
join. I don’t have the proper ads, let me go like hey, thank you. You won’t see me
wearing a suit though there, it’s usually a lot of t-shirts with comics. Hello, hey, so you talked about Facebook
ads, do you manage your Facebook ads directly on the editor or do you use
services like Smartly? So I use, whatever software you name it probably, I
have went through it and used it. Right now I use a combination of Power Editor
and another software called Ads We Do. I use because I’m involved
with it just to be totally honest, and it’s super fun because of, what we
call them, the roles. I love the roles, if anyone basically,
when you scale you really want to use the roles. So Ads We Do, Power Editor.
Thank you. No problem. Hello, test test.
Great presentation. Thank you very much. We’re talking a lot about
marketing but we don’t talk about the products. That was yesterday.
Oh that was yesterday. Yes but so go ahead, ask your question, if I can
answer it, I will. But we see a lot of ads about products and then we think
okay, let’s copy that and try it again, but is there any secret about finding a
unique product which hasn’t been shared by or promoted by a lot of people yet? So
I do both, I see ads on my newsfeed as everyone else and we try to promote
those, the key to make that work is to have a better offer than the next guy,
and have better creatives because whether we like it or not, and people
would not like me much for this, but affiliates are lazy by default. So I’ll
just find the image, write two lines and sell it, and if it sells, they
even get lazier but you need to make that extra step, find the better
offer. If they are doing let’s say free shipping, you want to do the two for three,
etc. and you want to have another creative like better than theirs if you know, you see a lot of engagement usually it means it’s selling.
So you just order that make a video, make a couple of videos and so on, as for the
finding products, I’m actually, I think I’m going to China next March or April
to you know, see the products right there, and find what I want to sell for the rest of the year. So I do both, also I found really
good products just by walking downtown Montreal, the stores that we have
there, we found a lot of products, especially the little shops they have
some amazing things, that you can just go to AliExpress, find them and sell them.
So basically products are all around you, not just on Facebook. We also find
products on Amazon, on Google, anywhere. Thank you. No problem. Okay the slides will be downloadable in
one to two weeks. Thank you for a great presentation. Thank you. One question
which I would like to get answered people is a big topic as we discussed,
and I’m in a market where people is very important like 80% of all my customers
pay via PayPal, and the upsell thing right, it’s really complicated. I know
there’s one click upsell from Zipify but you have to have the paper reference
to get it working. So I would like to know if there is any workaround to have
PayPal and upsell app. So basically to have OTOs or one-click upsell like on
PayPal, you need to get approved for it, it’s not impossible but you have to get
approved for it, and that comes down to relationship and all that. So that’s
something unfortunately I cannot help you with, but there isn’t an app yet that
allows PayPal to have the one-click upsell because they manually approve it,
case to case. Okay so this is the only way to get it working? That’s the only way.
Okay thank you very much. No problem. Hi, just first of all I just wanted to
say hey amazing job today, amazing job yesterday, a lot of learning from you so thank you so much. Thank you. I’ve got a question around subscription recurring
revenue business models, and whether or not the structure that you proposed
yesterday and today, fits into that paradigm. So what type of business?
I’m sorry, recurring revenue subscription
business model. Oh absolutely, they still an ecommerce, are you
doing are you doing box subscription or online subscript. That sort of thing, more
like subscription. That still works the only part I will probably change is the fulfilment
part because it’s a little bit more challenging but it definitely works, the
same thing. And from a technology standpoint? It can be done
in Shopify yes, but you can also ask me later, I will give you other options.
Awesome, thanks. No problem. Hi, hello, hey I just want to know some of your tips
on manual bidding. Manual bidding, yes ma’am. I was like waiting, who is going to ask that. So manual bidding honestly
it comes down to increasing your AOV, so we try to increase the AOV as much as we
can, and then we take how we usually do it, we take our best auto ad sets, we turn
them into we turn them into manual ad sets and we bid the max, and we bid 2x
what we want. So basically if we want to get a purchase as $15, we start bidding
at 30. So at 30 if we’re getting traffic, good enough, we’re good, if you’re not
getting traffic, we start increasing by $1 every 2 hours until like, from 7:00 in
the morning and someone else has to do it, because there is no way I’m waking up
at 7:00 in the morning until noon. Then after noon we don’t touch it. Doesn’t
matter what’s happening, unless we’re losing money obviously, we will go
back in the bed, but if we’re getting traffic and we are we are basically
getting sales, we’re good but we start the bid at 2x our target CPA or cost
per purchase, and then if we’re not getting traffic, we keep on increasing by
$1 every 2 hours until noon and then tomorrow is another day. So basically you
start with auto first. Yeah I always start testing with auto, because if it
won’t really work on auto, manual bid is not magic, so it’s scaling methods more
than like a making product work method. Okay, that
makes sense. Yeah it makes sense. Thank you. You’re very welcome.
Hey Mo, just wanted to ask you two questions, actually
I’m not so much in affiliate marketing. Okay and I wanted to ask you how to
combine affiliate marketing with ecommerce to leverage to get. So
basically if you know how to start with ecommerce there are a couple CPA
networks right there. They have ecommerce offers. Which one? I will tell you that
later. Okay thank you. The second question is
about outsourcing, what do you not outsource? Which parts? Like finance
for example, how do you handle that? Which part do I not outsource, that’s a
very good question. Honestly I really don’t know, I outsource
everything, I know you are on my Facebook. What about your cash?
Sorry? Your money what about that? There is accountants. Okay. So I outsource pretty
much everything like I know you are on my Facebook and I’ve
been travelling for the past four months, that’s the last time I have been to
Canada. I did half of the world in the past four months and I
literally just talked with my employees, I see the reports and we’re done, I outsource everything from finding the product to filing my tax report. So you really
want to try to outsource everything, because my goal for instance my goal is
to become, well, I am an investor but to become more of an
investor than a day to day entrepreneur I should say, I would always do
ecommerce don’t get me wrong, but I’m more focused now on the big exits,
company acquisitions and all that. So you really want to outsource everything.
Thank you so much, no problem. Yes sir thank you so much for your time and
presentation. You mentioned in your presentation for geo or state or
province specific targeting that once the customer lands on the page, you
really want to call out the country or province that they’re in, what
the best practice or approach for doing that? Do you use like a dynamic bar at the
top or do you create separate pages that call out say, Canada or Australia? So for
Shopify what I do is, I create either a pre-sell page or I create
different product pages. So in Shopify you can do hidden product pages, basically it
doesn’t appear on the store unless you have the direct link kind of like the
YouTube unlisted video, unless you have the link you don’t see it when you
search. So I do that and my favourite thing honestly is to do a pre-sell page
before the product page, and I pre-sell that country on the
pre-sell page and the pre-sell page is not hosted on Shopify. So I can do all type
of java scripts and all that, so when someone clicks from let’s say Montreal,
Canada it appears Montreal, Canada. Someone’s
clicks from, New York, US, it shows New Yorr, US. So it’s one page and
based on the geo IP kind of changes does that make sense?
Yeah and how does that work like technically? Technically I hired a
developer. If I can send you an email with an attached file to it, you’re very
lucky. I’m so no technical person. So basically
just go to Upwork and I basically learned that from when I used to be
heavy in CPA marketing. So I just took that knowledge to the to the ecommerce
space and that’s the whole presentation that I’m doing this evening. Thank you, no
problem. Do we have any more questions? Yes right here, out there and there.
Yeah, go ahead. Hey mate, great presentation, really
really enjoyed it, oh thank you. I wanted to ask about your
kind of pre-sale pages and the kind of strategy behind that because we’ve been
running some pre-sale pages, which kind of like advertorials. Yes sir. And very
recently with Facebook we’ve been told to kind of move away from advertorials.
So I wanted to get your thoughts on what what sort of style your pre-sale pages
are? So the pre-sale pages are content-rich pages are not like
advertorial per say are usually blog posts, so an
actual blog. Okay. They are not just you know one-page advertorial, click anywhere it
takes you there. It’s an actual blog and basically, I do that advertorial, I do
them or the blog post. I do them in an advertorial matter copywriting style, or
I do them just to talk about the product, rate the problem that the products can
fix and you know just super white hat, let’s say and then I always can
re-target them. So that’s a whole funnel on itself where we pretty much send
people to the to the product, to the pre-sale page or the blog post and we
only sell through a hyperlink. So blah blah blah dogs die every year and this
dog colour by the way can, you know, cars will see your dog and all that, and then
that’s it like we don’t sell them hard on that page, it’s just
the blog post talking about dogs security and then we re-target them
directly to the product page, that makes sense? Do you have video on the pre-sale as well as on the Facebook ad? So because
you’re using video ads a lot, do you have it? Yes it depends on what I’m doing
honestly, and I also have that type of pre-sale, where they see the same
video they land on a page, it just have the video and it says click here to see
your chances if you qualify. Cool cool. Thanks very much, no problem. Hello, hey thanks for your presentation.
No problem. I saw a presentation of you in Affiliates Arab Summits in 2016
about certain physical products with the Clickfunnels, so how do you compare Clickfunnels with Shopify? Basically, both are good,
we use them for two different things and usually I use them combined,
so the landing page that we were mentioning with the gentleman there,
usually I host them on Clickfunnels, you can also pretty much use the buy buttons
from Shopify to sell on Clickfunnels, because I think with the Clickfunnels
right now is the whole management thing that is not made for ecommerce even
through the Zapier and all that, it’s kind of meh, but you can definitely use the the
buy buttons from Shopify even though like they do actually convert great. Most
CPA networks that they have, CPA offers, ecommerce CPA offers, the check out for
some reason is on Shopify, which is amazing but yeah, I do Clickfunnels
mainly now for landing pages and then I move it over, I heard that there will be
like some stuff going on soon with Clickfunnels that will make the whole
ecommerce better. I cannot tell that in public yet but yeah, so for now Clickfunnels is just for landing pages until further
notice. So if you success with a product with Shopify, we can give it a
try with the Clickfunnels? You can, the only thing again is the back-end
management, it’s a whole different management like
in Shopify when you see your products and you export CSV and we’re done, takes
30 seconds to do, on Clickfunnels you really need someone to manually check
the order. Especially if you’re doing upsells and all that, the orders all
over the place or you can use pretty much if you want to go that route, you
can use something like Zipify or CartTalk that work with Shopify and makes all
your life a lot easier. So the products are all back through in
Shopify through their checkout API. Thank you. They’re right there.
The lady. Hi hey, I would like to know how do you select or choose your suppliers?
My suppliers, oh god that’s gonna be a little challenging to do, but I can help you
with that, not on stage though. You know how I found my suppliers,
basically I was on Aliexpress and we were doing like 300 orders with one guy,
and then we start talking, he added me on Whatsapp and basically we start talking,
and he was like hey, I own a warehouse and I have all of this and I can do all
of that, so basically that’s how it’s all started and I’m suddenly I have access
to a whole warehouse in China. Where are you based? We’re Taiwan and
China. So you’re in China and you want access to my suppliers. No, I just want to know how you manage them. Okay, alright but basically that’s how I find my suppliers. So you have to face a lot of different suppliers. For now that supplier in my case acts as my agent, so he finds
everything for me. So I find it on AliExpress and I go yeah I need that and he
brings it and we have like a great relationship. It’s a five year
relationship, pretty much I have known him since my eBay days. So yeah, other
than that I’m hoping I would find a lot of more suppliers when I go to the
Canton Fair. So maybe we can have a little chat? Absolutely. Thank you. No problem yes sir and we have one there and we have one here. Hi
there, fellow Canadian, hey, a question for you about finding — you described as a
director, a business manager, someone who runs the day-to-day, what do you look for
or what did you look for when you’re trying to find this person, what
kind of qualities as well, as what are the responsibilities
that you give to them while you’re running around the world during your own
thing? Okay so my business manager, you mean, my director? Yes. So basically he was
this is funny my project manager, he was my first VA. So he went up on like
qualification, so he started the VA then we, basically he knows everything in
the business, but when I first hired him we look for communication, we looked
for the human side and the culture like as I told you. If we cannot hang around,
if you cannot like spend a good evening laughing and cracking jokes, we probably
we will not work together. So well yeah so other than that honestly skills, you
want good communication, organisation and everything else can be teachable, like
you can take literally anyone and we can teach them Facebook ads, or we can teach
them how to order products, or we can teach them how to answer customer
support. It’s not rocket science. It’s just something that you cannot teach
people, or you can, but it’s harder to teach is like communication and how
to be like a good human all-around and how we can hang around and have fun
together. So that’s something either you have it or you don’t really. Sure, would
you consider a very high skill job or? I did that once, I did that once and it
was really great, but the thing is most people that we hire, we hunt
down, basically, they’re expensive because you know we’re in Canada. So project
manager is paid 6-figures and I don’t feel like paying the project manager 6-figures, especially if he’s working from home and yeah, other than
that I do actually hire developer, 6-figures those cost a lot and we did that.
It worked but we did it only once, I like I feel
like project managing the skills for project managing, I hired someone with Six
Sigma and all that and it was good. It was good but they were not used to our
ecosystem, you know how we work like online is not like the corporate level
type of things and sometimes they get stuck at making decisions, like
firing this or doing that or taking a decision because they’re used
to let me hear from the upper level, and the upper level, hear from that, you know
how that works. So, that’s how it went with us and it’s different I know people
who have hired from like big firms and it worked for them, which I guess
trial and error with that part. Awesome thank you. Just going to say if you get to the point eventually we’re trying to package
up a store to sell to an investor. Mm-hmm. What are the things that that investor
might be looking for when it comes to the people, like the person managing
the business. Yeah so I had a friend recently he sold his store for $1.5
million I think, and he sold it with the like the Facebook fan page, that account, the pixel, the Instagram and all the social assets as
well as the team. Now what he’s doing now because that’s his business basically, he
built stores and he sells them. Now what he does, it’s funny because his stores
are his clients. That make sense. So he’s an agency,
he built the stores but the stores are his clients. So if I sell you the store
you are going to become the client of my agency. So I run your ads, I manage your
customer support and all that. So you pay me for the store, you are also going to
pay me monthly to run that store. So you’re buying a hands-off business. It’s
all outsourced, managing through third party and he is that third-party as well. Yes sir? The question is about your
traffic funnel. Ddo you warm up traffic by yourself? I mean from cold traffic from
blog posts and re-targeting returned again and so on, or do you use any let’s
say grey hat methods like retargeting on your competitors. Targeting on my
competitors means like. It’s possible to let’s say inject, inject the frames or inject ads on URLs of your
competitors collect retargeting base and on these bases, build audience in
Facebook and run ads on people who visited your competitors products,
competitors shops. We don’t do any injections, we run 100% white hat, 100%
white hat and just we are warming up the traffic, we’re either warm it through
blog post or we also do a lot of loose video views campaign, where the
videos is a little bit longer and we’re a target like 75% plus. So you’re just
watching, so the blog post basically we turn it into a video, kinda you know the
BuzzFeed videos, those that goes super viral. So we have someone just creating
loose videos and basically we let people watch them, no link nor anything, just a
little branding the logo at the bottom, and then we retarget people who
watch 75% plus of that video. Oh and one more question about
lookalikes. What does perform better, one person, two
persons, three person and so on. That’s a good question, that’s actually for
tomorrow’s talk at the FBML, but let me answer that’s right now. So what we do is
I test the 1% 1-2, 2-3 etc and let’s say it tested the 1% that it didn’t work
then I tested the 3-4 and it works, I go back to that 1% and I do what we call A-A testing, I duplicate it like three, four times and it’s supposed to work and in
most cases it works, because it does not make any sense for the 3-4 to work and
the 1% doesn’t work, but knowing how Facebook is logical sometimes, it can be
just a bad patch of the first $30 or $40 , so basically if I have the
3-4% working, I duplicate all the lookalikes before, them until they work.
I keep just on duplicating and most cases like 3-4 times you duplicate one
of them would work. Thank you. No problem. Yes sir? Hey quick question. So basically you
outsource overseas but what about local offices, local employees?
Okay, so overseas how it starts, basically I hire usually the first one and the
first one hires everyone else. So I have a lot of cousins and brothers and
sisters working together and a lot of friends, also working together. We have
them in the Philippines, in India, Pakistan. So you know that they
already get along and they perform very well and when it comes to locally, I
don’t do much of it anymore, but when I used to do, I didn’t had the chance to
travel. So now I just keep everything outside of Montreal. Okay, okay thank you.
No problem. I just hate waking up and going to the office.
Where are you from? Lithuania. Okay so you guys don’t have our winter. Trust me, I
don’t when I wake up in the morning and walk outside. You’re in Toronto, you have it easy. I’ve got a quick question regarding promoting your store, I know this session is focused on Facebook But besides Facebook, do you promote your store through other channels? Yes, so Google all of it, YouTube AdWords search, GDN and so on. What about native?
Native, man and all honesty, I suck at it. I know it works for a lot of people and native, the thing is, it
depends on the product, like if you go super niche product, it tends to not work
but if you have the general type of products it does work, I have a friend, I
don’t know where he is, he’s not probably here he’s too good for this. So he spends
like 3-4k a day on native and he crushes with native. I just don’t, so it
does not mean native is bad, I’m bad at native. Okay one last question, I came in
halfway, you didn’t mention that your Facebook
account get banned if you go in too aggressive. So are you running your
Facebook account on my black hat or white hat? 100% white hat. But how come you still get
banned by Facebook? Sorry? How come you use accounts still get banned by Facebook? How I can’t hear you too – much noise, sorry. How come your
Facebook accounts still get banned. Oh my get banned because I broke the terms of
services, I called people out based on their location and their race. Okay I
understand. Okay, thank you that’s all. Thank you. Hello. Hey after finding a
product in AliExpress or in China, what do you do next? Do you order
first your product and check it or? So basically I add it to the store and I do a
little testing, like PP or video views just to see the engagement, I’m not selling
anything, no link, I’m just like if you buy this type, yes and then I see the
engagement, sometimes they don’t even do the type yes thing, I just look at the
cost per video views or the cost per engagement and then what I do is, I told
you have my supplier, he ships it to me DHL. We put it there, we make like a super
quick video, we take a couple pictures then we throw it at Facebook. Worst case
if it doesn’t work, I lost $200 if it works, I’m gonna make some good
chunk of money. Do you like keep keep a warehouse in Canada or in the US or you
ship directly from China to the US? We ship both. We start usually with
dropshipping and then when the orders become like way too much, usually what we
do we take that product we private label it. When I say private label, all what
we do is we change the name and we put our name on it and then we ship out to
the US and we start shipping from the US, Ok thank you. No problem. Sure. Have you ever tried to collect
data using a contest or a giveaway? Yes, yeah, so what we do with the contest a
giveaway, usually we monetise theThank You page. So enter your email for a
chance to win this and the Thank You page, hey if you are not in luck and
you’re not a lucky person, here have it for 50% and usually that covers
our ad span. So basically we’re building the leads absolutely for free. Thank you.
No problem. Do we have any more questions? No we’re good? With that being said thank
you everyone hope you enjoyed the presentation. Thank you.


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