This is going to be focusing on how you get engagement. It's a little bit of a redundant process and it starts to get too expensive, which is why some people then come back and say, Facebook ads don't work for my brand. Hello, YouTube land. And here we are again in our ongoing series of. The Clavio Facebook Google hybrid customized flash system. So I think we've done three now. So this one done an overview of the system. We've looked at quick overview of the Facebook. Strategy. We've done a bit ft view of the clavio. We've touched on the importance of opt in forms with opt ins. Now, what we're going to talk about today is we can do a bit more of a deep dive into the Facebook strategy and we're going to talk about in particular, this is going to be broken up over a few videos. Dan, this is going to be focusing on how you get engagement top of funnel and middle of funnel. How you build your audiences, the importance of the audiences, and then we'll in subsequent videos, talk about how you use those audiences. In the bottom of our campaign. So without further ado, Dan Nickis. As well, I said, what we do is a little bit different to most. So if you listen to any guru, they will tell you to go out and get purchase conversions. And that's good advice used to work back in the day or years ago, five years ago or longer. but our users have become a lot more savvy and look, to be honest, not everything's an impulse buy online. And there is a consideration phase for a lot of people as to comparing against other similar products, other brands, developing trust. maybe just being introduced to you for the first time, and there's some thinking that has to go along with that. it's not a matter of just seeing something that's a, you want it now, it's cheap enough, you're going to grab it. it's more a case of, I have a problem, does this solve the problem? And you do a bit of a deep dive on product features, warranties, payment options, competitors, reviews from other people that have used the product. And. To think that we can just go from them never knowing about us to getting a purchase conversion if they don't convert and move on to the next prospect, it's a little bit of a redundant process and it starts to get too expensive, which is why some people then come back and say, Facebook ads don't work for that we've developed that we call the Matrix, I'm going to show you what we do at the top of funnel, the traditional top of funnel, to reach the cold traffic and how we approach them and what we approach them with. Yeah, this. Three reasons that we do this, or three benefits to doing this way. The first is, it's going to improve our Facebook ad performance or our meta ad performance. So Facebook and Instagram further down the funnel. So we're creating these touch points with people. Second is, it's going to create some really good audiences and really good awareness around the brand for Google ads. So obviously people have a different intent when they go looking for you on Google. They don't know to look for you if they don't know who you are or if they've never heard of you. So this is another great way to introduce the brand and it's third part is Klaviyo. So the email marketing side of things, again, how do we get people on our list? How do we grow our leads? How do we then market to them via email marketing? This is another way to introduce them to our brand, get them onto our website potentially, get them to become a lead, convert them that way. So it's not an all or nothing prospect that if they don't make a purchase from us on this ad, that they're dead to us and we need to move on to someone else. Or change the interest or find some other hack to try and do it like cost cap with a target ROAS and an age bracket of 25 to 27 in Milwaukee, like it's the algorithm smart enough now that we don't need to be that granular. The hacks don't work. We need to be more strategic. So what I'll take you through, I'm just going to share a screen if that's all right. And this is where we need to start with all of our accounts. So just let me know when you can see that and that it's Now some of you have been following along with the series will know that this is our Facebook Econ Ads Matrix. It's called a matrix because it's more of a flywheel or an omnipresence as opposed to a traditional funnel that starts atop a funnel and pushes purchase or sales out the bottom. I still do name them top, middle and funnel at different stages within the matrix. And the reason is just because it's an way for people to understand and everything you can see on your screen here is exactly the matrix. The area that I'm going to focus on today is this top of funnel area here, and this is We're very low cost, even in competitive markets, competitive industries, which is really low CPMs, because what we're doing is we're building engagement with the brand and make people solution aware. Now, this strategy was born out of watching influencers go out and promote a brand under the guise of, I've just got this, I've just started to use this and they get exceptional reach. so much. Like for a really good brand awareness, they've already got inherent trust built into it and that could result in sales. So I thought, why not try and emulate the influencer promotion model within our own brands and then use those audiences to create And I'll talk you through that in a little bit. So what we do with this top funnel, I'll take you through a scenario of a, ad account that we've got. Our objective is post engagement. Now engagement on Facebook and Instagram is your traditional things like, comments, shares and likes. But it also includes things like link clicks, watching videos, clicking on the little button to see more of your ad copy. So it's all the interactions with. The post and your page are going to count as engagement on both Facebook and Instagram, and that's making people solution aware that your product solves a problem that these people have. We go a very broad single interest targeting. So the objective is post engagement. The audience is very broad. So as an example, I'm going to show you, out of account from the health and wellness perspective, it's got products that it's in the health industry. It solves people's problems. we go for a very broad health and wellness based, interest just to guide it in the right direction. Our budget is set at an ad set level. Our call to action is shot now. So potential buyers at any stage can go to the landing page for the product, although that's not the objective of this campaign. And It's not fake UGC. it's emulating the influence. So it's user generated content that sometimes we get people to do for us through platforms such as social cat or it's user generated content that we've got from customers in the past. We have that up to 10 ads running in it and we turn it off for fatigue. So these are aspirational ads. They're not intrusive, but they're different enough to be aware of the business and the solution is the unique selling propositions that we have. We set it up as one campaign, one ad set with up to 10 ads, depending on how much creative the brands got. The intention of these ads is to create warm audiences. So to make people solution aware, those warm audiences feeding to this next stage, which I'm not going to take you through the setup of it, but just to give you an idea, we have engages from Instagram in the last 30 days. People engaged on Facebook in the last 30 days. People that have viewed more than half of the videos in the last 30 days in terms of half of the time of the video. Yep. Website visitors in the last 30 days and people that have subscribed but not purchased in the last 30 days. And we exclude purchases from the last 30 days. So this top of funnel campaign feeds these audiences here. So when we get to the middle of funnel, which is the next step here in this matrix, The next component in the matrix. The people are aware of us being the solution because they've engaged with us. They know us from this part and I'll just, should I go straight into an ad account now and just have them, when you're just looking at those audiences, you've got what, five or six there. So you create Like a custom audience and add them all in? No, I don't create one audience. I do. You can create a saved audience, but you have to create them as five separate custom audiences. Gotcha. and those audiences will continue to use at different stages of the matrix. And these, these are really powerful audiences. And when you say the results we get for how cheap we get, you can see how these audiences can grow really rapidly. the point where we need to start. So some brands we might come in and they've been running Facebook ads and they've got a very established brand for quite a number of years. This part will, we will launch, but it'll be at a lower budget because we just want to keep feeding these audiences here at this level. New brands, we have to start here and the percentage of budget focused here will be greater because we need to build these audiences up for the rest of the matrix to work. And over time. This will become, it usually sits at about 10 percent of the overall audience. 10 percent of the overall budget is enough to fuel it and fresh. Initially, it will be higher though. we'll jump into an ad account. Let me know, do you need that any bigger? this is an account that's live from last month. So 1st of March when we're shooting this, we've got 1st till the 29th of Feb. So very current data. We're not relying on old data here. This is real. You're not cherry picking. Yep. This is recent data. Yep. I've just gone last month and I've just got the active campaigns here. exact systems here. We have 1, 2, 3, 4, 5, 6 there. 1, 2, 3, 4, 5, 6. We've got 7 there because we're testing out another. Yep. scale one at the top of funnel here. the top of funnel that we're talking about here. This is about where we're trying to create engagement. And this is what I mean by being really checked. We're in the health niche or the health sector in an auction based environment where there's plenty of competition for that space. And it's, we're getting charged at 3. 17. CPM. So that's 3. 17 per thousand impressions. And keep in mind, this is Australian dollars. it's about two U. S. dollars for the CPM. So just compare that to other components that you have, and you can see why we then push into these. So I'll just open this up and I'll show you the settings on it. So we're opting for engagement, which is what we're talking about. We're trying to make people solution aware and get them to engage with the audience. Now, ignore the fact that there's two ad sets in here. This is because this. Brand has NZ website. So Australian New We're just going to focus on the Australian one for now, So the naming convention, we're looking at everyday health, Australia, MF is male, female, 18 to 65%. Really broad audience. We're going with 25 a day budget on it, down here, interests, everyday health. We let the algorithm decide where it's going to be placed, where people are going to be sitting. Where we can get the most engagement from. We have a look at the metrics here for the last month. We spent 500. We are having issues with their content views in the Advocates on this with their pixels. So if we just switch over to engagement here, and this is what we need to see. we're optimizing for engagement. So for 500 in the last month, we've had nearly 90, 000 page engagements. So that's And what equate in an audience size? There's going to be some that are going to be in there for multiple. So yeah, look at frequency. So I've got a frequency of 2. 6. Okay. So you divide 90, 000 by 2. 6 a bit over 30, 000 in that audience of people, unique users of people that are actually engaged with the content. 500, if we look at it from traditional marketing, If 500 could get 30, 000 people engaged with your audience, it's pretty good. isn't just people who have seen it, this is people who have been engaged with it. comment, share, watch the videos, clicked on a link, clicked on see more, whatever it might be. Just on that videos too, you did stipulate that you're looking at 50 percent view rate. what's roughly the video length size that you like to have in there for your type of funnel? At a minimum of 30 seconds. Yep. Because Anything shorter, you can watch to decide whether it's something that you like and still make a decision that, hey, this isn't for me. That's that 10 second video. You could watch more than half of that before you go, oh, this isn't what I'm looking for. I'm not interested in this. If you've got a minimum of 30 seconds is your video length and you're looking for people that have watched more than half. If you've watched more than 15 seconds of a video, you have some level of interest in that. You don't usually accidentally watch 15 seconds. ideally, I do like 'em to be closer to a minute. keeping 'em under a minute, like up in those 52nd range enables us to be able to have extra placements. On the network as well that aren't limited because the placements aren't limited because they're not going over because they are under a minute. And if you watch 50 percent of a nearly minute video, that intent is a lot higher. We can have a look at that while we're in here, video engagement, Video plays to 95, 50. If video plays 50%, 85, 000. So that makes up the bulk of that engagement. That was going to be my next question. As far as the ratio goes, video views at that 50 percent is pretty high. Which is why we use videos at this stage of the funnel. Cheap CPMs of 3 videos do a great job of explaining how this brand's product is the solution that they're looking for. So you can see how effectively it works because they're watching more than 30 seconds of a video. It's been seen 85, nearly 86, 000 times, and there's a frequency, so people have seen them more than once, which is not a problem. No different to traditional commercials that we used to see on TV all the time. We would see the same commercials over and over again, and they would into our mind, like they'd be embedded there. Some commercials I still remember from when I was a kid. But I digress. We're old. so then we moved to the ad level and I let the algorithm decide where it's going to place our So these ads in here. The majority of it has gone to this ad product features, benefits. the algorithms. Push more towards it. if you don't filter your water, you become the filter. We talk about how this product solves the problem. The video highlights what the product does in a user generated sort of influencer style way with some catchy music. Some overlays on it and it's as simple as that. And you can see a little bit of engagement here. We put 2000 reviews. Lovely tap order again. We have a look here The long form one. This one is a review style We try some different once you've tried it. We're internationally recognized 100 percent money back guaranteed make switch today The reviews that are in there and this one's a much more educational style video And then we have another one here where an ambassador is actually using the product. Love you Tapwater and you. So every time someone becomes engaged in here with this type of funnel, they get fed into the middle of the funnel. Audiences. Not going to go through that today, but at middle of funnel, then what we want to do is want to get all those people that are engaged and we want to put ads in front of them for brand recall. That's a fairly good overview of where you start. just touching on your exclusion of 30 day purchases. Is there any reason why you don't go purchases all time as an exclusion list? it depends on the brand. Yep. But this brand, it's water filters and they have, a lot of products that are complimentary and they've also got, filters that need to be changed over periodically. we don't want to hit them with, more messaging within that 30 days we want to, but we do want to hit them post that because of the complimentary products. By then they would have received their first purchase. The quality is good. like the product. They're going to consider getting complementary products because we've already obtained that trust from them. So we're going to put them through that funnel again or that matrix again. And that's how it all works. And when we spit out the other end, we see ROAS overall of four with CPMs of 97 Australian, which is about 7. it's a bit less than that. It's about six, five, 56, something around there. I'm trying to make is that it works exceptionally well. Yeah. We're controlling the messaging that we're giving to the people here. It's not the same messaging in middle of funnel. That is the top of funnel or is it the same messaging at scale? Because people are through that process. They've got to go through these steps. We want them to put them through and that's pretty much it in terms of how we get top of funnel. You can see from that how that will, drive search intent on Google. Yeah. Yep. Or if they alternatively, if they land on the website, how that will build audiences within Google, because the people hitting the website, they hit that. It's not just exclusively because they came from better only better rules. Pick them up. Google will pick them up. especially with that search intent, it's crazy. Usually. your branded searches performed exceptionally well on Google, but if they don't know about you, they don't know about you. for CPMs of 3 Australian, we're doing that. Effective. we're hit, you're engaged with over 30, 000 people for that cost of the month. and again, every time they hit the website. there's an option for a sign up form for Klaviyo scripts firing and they'll get to our automated flows or they'll receive our campaign material. Very cool. It is very cool. that's good, mate. that's, gives everyone a fairly good understanding of how you're doing your targeting, the audience building that you're creating, so you can start doing, using those audiences in your middle of funnel and bottom of funnel. if you do want an audit from Dan in Solutions 8, reach out to us. this is a system that we're using exclusively with Dan and using our Google Ads expertise as well. to be able to see how the Google ads, the Meta ads and Klaviyo work in conjunction and the results we achieved from that. Yeah, I think that is probably the true testament to the system. we've never judged performance of the entire system based purely on Facebook. Whilst these results look good, if Google was failing, then we'd need to figure out why. Klaviyo was failing. failing, we'd need to figure out why there, but when we can get all straight firing at the same time, which is the whole concept here, then you just have this fantastic system that brings consistency to businesses, which I think is the key instead of feast or famine based on whether Meta ads are running well at the time, or if Google's playing nicely at the time, or if people are responding to the emails because we've got this entire system. We just tend to see compounding growth and consistency. Consistency. That's, and that's what you want. You want consistent performance. Yeah. Especially, I'm a brand owner myself. Consistent performance is what we crave for. I would rather that than, peaks and troughs. good stuff. thanks again for your time. Thanks for the chat. No worries at all. See you next in the next bat time and the next bat channel. Yes. before that happens. Alright, goodbye. See ya. Bye.