Andrew: All right, hey guys welcome to another series with masters in e-commerce for entrepreneurs, I’m your host Andrew Strauss today I’m joined with Brian Meert of AdvertiseMint, and, this guy has been in the space for quite a while ten plus years, he’s an entrepreneur started in the financial side of things running campaigns from the financial life millions of dollars, has built a team, he’s built the team build a digital agency in the social media space doing everything from Snapchat to Facebook to Instagram to you name it he does he’s done it he’s got a team of 35 and, he’s gonna drop some knowledge on us today, I when, we get going on this but, if Brian let me know but,, and, he’s newly married so,
Brian: That’s a bonus,
Andrew: So, by the way fill in the folks here if I missed anything a little bit more about you and, the agency and, go from there.
Brian: Yeah! you know that’s thank you so, much one for having me on the show it’s great to be here and, for everyone tuning in you know I’m excited to be able to share some knowledge with you guys I very much started out like a lot of you guys where you know I started with digital marketing, and, there you know there wasn’t a lot of people that were knowledgeable I mean I started back kind of when, AdWords first came out and, that’s you know I got into that and, was like hey what’s this paid search how’s it working and, so, a lot of it.
I had to learn through trial and, error or figuring things out or reading you know forums as people were talking about I tried this or I tried that so, you know I just I get the process of trying to pick someone else’s brain and, figure out you know what kind of Nuggets do they know that I may not know and, yeah over the last we jawed our four year birthday in the office here a couple or couple months ago so, we’re getting closer to probably four and, a half but, yeah it’s just crazy to think we joke about it in our office about it being called Facebook years or like dog years.
Like every one year of what happens in Facebook advertising it’s like seven years in real life because you know we’ll talk about well how long was that you know before you know power editor went away and, will be I got it was forever ago it was like I was within the last year so, those type of things you’re like man that stuff moves so, quick so, quick and, so, rapidly that it just you know it makes for you know you have to hold on, you know, figure things out and, go through the process
Andrew: Yeah, that’s the one thing about with Facebook ads in there and, you know the business manager I mean it just changes so, fast and, rapidly and, now they have a Cambridge Analytica thing and, they’re removing lots of like audiences and, now people have these targeting things and, they’re not going to work anymore so, it’s not like you’ve really got to be up on it or hire guys like you to bike they learn you know just have all the knowledge and, just like instead it forget it and, you pay a little bit of a fee but, you know it?
Brian: No yeah and, that’s I could touch on that a little bit like I understand, anyone that’s doing Facebook ads there’s a little bit of a pain point we’re like man this is tough to stay on top of I mean we and, our team we do this full-time and, it’s difficult for us sometimes to even stay on top of it because there’s so, many moving parts and, something that worked well
You know two weeks ago all of a sudden is no longer there or like what you’re mentioning you know certain targeting segments that were used in the past are now gonna get you know ad set shut off or you know pause so, we’ve got to go back and, look at those again so, lots of moving parts you know we work with a lot of clients and, it’s funny to hear them be like, I was just in there a week ago and, now something’s different like I don’t know what these new buttons are doing so, you guys just handle it so, yeah the line but, if you’re you’ve had some pain points with Facebook in the past you’re not alone.
Andrew: Right! Right! yeah that’s what I find it’s, a challenge so, like today I think what we want to talk about kind of guys is that I think that there the whole thing about now that you’ve got your shirt here and, we and, we can go back but, so, you get your ads or dialled in a little bit and, then you want to take it to that next level so, you did you start out your bid at five bucks and, now you want to scale 10 or 15 or 20 you found that magical add set at that working for you and, as that’s or converting after you’re doing you know your split test A/B type stop you know what about scaling like hot what are the guidelines how you do it what’s, you know, the implications if you do it wrong all that kind of stuff maybe we can? go into that kind of thing.
Brian: Yeah it’s a great question and, that’s one we get asked a lot of one that was, you know, continually you know, dealing with so, I mean there’s definitely two sides, the first one is trying to find those ad sets or the ads that are working for you very well and, then step two is once you have those how to be able to scale them up and, actually grow from there there’s a lot of different techniques that we would use in the office you know there’s somewhere we run low budgets with a lot of ad sets.
Try to test the waters before we scale them up there’s other times where we will hyper focus and, put a lot of our budget we know exactly who we want to go after and, so, we’ll try to target a very specific one ad set we put a lot of budget behind there and, then we try to ramp it up from there some of the things that you have to remember when, it comes to AdSense and, kind of ramping up the first one is kind of the learning phase, which is where, you know, you have to have at least fifty conversion events per ad set per week that’s the data that Facebook wants back to be able to analyze.
You know a lot of times people like we all want to scale and, they’re only getting a small amount so, Facebook Likes data that’s kind of a principle across the board so, the more data that you can get back to them you know if it’s a like for example if you know you’re selling Ferraris, right selling 50 Ferraris per week per ad set you know maybe I don’t know how many Ferraris sell you know a week but, that may be something to were like that’s tough for us to do in that large type of category so, a lot of times you can bring down the information so, the learning phase leads into one which would be my element.
Just making sure that Facebook always has enough data that’s what you really want and, the more sometimes people will bring it back from a purchase so, in the Ferrari example they may go back to like you know an ad to card or maybe just a lead all right so, that’s not as potent as someone that’s actually buying a Ferrari so, you want to make sure that you can get as much of the most potent information back into Facebook’s world.
Facebook has got tremendous amounts of data on every user where they’re going what they’re looking at and, they can be able to run comparisons kind of across the board um when it when, it comes to scaling and, kind of taking that and, ramping up I could talk about a couple of things that we’ve seen you know in that process one is very rarely will we ever just hit the gas and, be like let’s 10x the budget almost every time we’ve always done that you know what it looks like it’s Facebook’s like we’ll take that money and, it looks like you’re in a rush we’ll gladly take money out of your pocket and, put it into ours
I usually at most it’s gonna be anywhere from fifteen to thirty per cent increases per day that happened gradually over time we do that with a lot of automated rules that are set up into campaigns or specific AdSense that we’re running so, the numbers are slowly incrementing and, growing up as well, the other element that a lot of a lot of people will talk about scaling in terms of the system and, being able to be like are there ways to manipulate the system or are there ways to where we can you know outsmart the algorithm what’s going on again kind of big thing that Facebook once it’s just data and, then relevance they want ads that are relevant to a user.
The sheer nature of scaling is almost the opposite of what they want for relevance because as you start to grow and, reach more people Facebook generally will show ads based on the likelihood that a person will complete in action so, if you and I are both being shown ads for a product to purchase Facebook knows on the back end I buy 10 things every day online.
They may see that you buy one thing every day online through their pixel and, through the partners so, what that means is they’re gonna show the ad to me and, then someone that’s nine eight seven six until eventually they’ll show the ad to you sure bide your default scaling will have a dramatic effect on your results and, so, that’s the one thing a lot of feels like I’m generating leads for $10 I now want a million of them.
We just you know before we ever start well to talk and, be like well it won’t work that way they will rise in price but, that’s ok that’s what is to be expected with Facebook and, then the other element to scaling that I see a lot of people miss out is and, I talk about this all the time is scaling your creatives mom and, I think that is one of the if you your Facebook ad platform is pretty straightforward right you target your ads to the right people you get them in the right place maybe use a look-alike or you just based off targeting or lifetime value of look-alikes but, once it comes in what Facebook wants are ads that are valuable for their users so, users when, they see multiple ads they skip over them because they’ve already seen it they see that you had the same time
After that what happens is that dramatically as you’re trying to scale will harm your relevant score so, while you’re pushing the gas there’s a break on the other end that’s actually bringing you back down to earth and, so, what we’ve implemented a lot of what we do for our clients is scaling their creatives which the things that we see our Facebook loves when, new videos are uploaded so, you know if you’re using the same video that’s been uploaded a year ago like Facebook can see that on the back end so, they see this old video they know the view counts they know average view times and, all of those they have built into their algorithm to watch for and, say look these numbers are going down you used to have a 30 second view time now it’s four seconds this video is old it’s just it’s a natural curve that I think happens in all advertising that you don’t see Super Bowl ads from you know 1999 still playing on TV people.
I’ve seen them they had their moment and, they’re done so, what happens is Facebook just has very like hyper-accelerated that process that you know TV advertising it’s generally like seasonal or they’ll run an ad for a while and, then you know it’s every quarter now we have clients who are creating ads on a weekly basis some of them even a daily basis where there’s something that’s going in there that’s talking about different elements of the business and, what’s going on so, yeah I could talk all day about it but,.
Andrew: Yeah, I do want to keep going on that because there are a couple things on that point like so, a couple things one is the myth that you needed only 50 sales or conversions, I didn’t know that that was on a daily basis on a continual basis when, you hear a lot of guys saying you need 50 conversions it’s like they think it’s overall for the whole thing to get the conversion but, what you’re saying is that you need it on a consistent basis
Brian: Yeah well so, now what happens is the learning phase a little icon will appear it says you’re going to a learning phase and, eventually it will turn off but, on Facebook’s and, they’ve got an algorithm and, that algorithm the fuel for it is data right so, when, you’re pushing more data through it it’s you know though it’s lighting up it’s got more you know things that it can run to be able to find you know better people and, that’s what it wants to do you know that’s right different from every other form of advertising on the planet is they have the ability to be like if
We’re gonna show ads to a million people let’s get it to the very best person first and, then remember – and, then number three and, work already there grab that’s what they’re trying to do on the back end so, if you don’t give them that data it’s gonna become incredibly difficult to scale so, not only do they need that data which is generally just in the form of you know paid money or ads but, the flip side of that coin is you have to have quality ads and, new ads and, things that people haven’t seen more than three four or five times.
Andrew: Right! Right! and, so when you’re scaling do you do you increase the budget on the existing ad set or you duplicate the ad set and, increase that by 15%.
Brian: Yeah so, there’s I mean there’s bunch of different options you can use now so, they’ve now got campaign optimization where you could have multiple ad sets underneath it and, you’ll actually adjust the ad sets automatically based on the results are seen so, if I was targeting you know if I the leads campaign I’m targeting men and, women here it’s a $5,000 budget a day overtime if I run that it may start to bring down the men and, say we’re only spending 3,000 and, gives you no 7,000 to women so, there’s that ability there now again what we found is a lot of times when, you know you put the bidding and, the budgeting and, and, that stuff on Facebook there are moments where it works really well there’s also, home it’s where the cruise control you’re like wait a minute like you just spent a whole bunch of money in the area that you like right
You know that they’ll say well we were learning we were trying to figure stuff out I think when you’re paying the bill sometimes you’re like yeah I’m taking that off cruise control and, I’m just gonna drive myself so, you know that’s something that you’ve got to look at but, you know in terms of ad sets you were generally usually what we do is it’s manual and, we are increasing the ad sets on their own individually, sometimes through automated rules so, you know we set those up for a lot of campaigns running to make sure that you know by default if specific metrics are being hit then the campaign will start to scale up or scale down automatically
Andrew: Right! Right! cool and, then you were saying about like new creative or scaling new creative so, your kind of just like is it sort of like a split test type of thing or you’ve kinds of just like taking that video that you have a new video and, putting that our customer testimony the same kind of content that you have or that copy and, then just slipping in a video or the image or something like that?
Brian: Yeah it’s a great question, there are a couple different techniques that we can use for this one is we use dynamic creatives a lot so, you have the ability to upload one ad but, you can upload a variety of different variations of your copy your call-to-action but, ton your videos images description and, then once that’s there it’ll create up to like 4,000 or 5,000 variations of the ad within one ad unit so, the upside there is Facebook again loves their own systems so, a lot of times those ones have no problem being able to scale because Facebook’s like we’re trying to determine which one’s best.
We can do that with you know some new creatives or you know we keep bringing in copywriters graphic designers the others are all working on let’s put in these variations of it and, then eventually we can start to watch the reports and, see which ones are performing best so, that’s one element that allows you to scale another one that we use a lot of your question was ad creatives so, a lot of times we’ll if we have multiple areas that we’re testing we’ll create a single ad and, then we will use that same ad for all of.
we link them all together so, instead of having 20 different ads with the exact same copy we use the same ad ID or post ID and, bring in that specific ad so, what happens is all that budget is going onto a single ad which you know kind of stores all of the social proof you know the lines the comments the shares it’s all happening under a single ad all right wow it’s real and, again that’s a number that the Facebook algorithm will light up with right these a lot of that it knows there’s hey whatever’s going on in this one specific ad is doing very well oh and, they’ll hit the gas on that
Andrew: Right Yeah because I know that that that Facebook ID if you have like shares and, comments on one and, then you start a new ad you can pull those over into that ad right so, that gives it that instant like you know the proof, social proof of the new stuff
Brian: Right, yeah so, I mean this is why you link the ads is because it keeps it consistent so, if I run one ad it already has you know a thousand, comments on it I can do another campaign and, bring in that same ad and, get another thousand, I said what happens is eventually over time those you know will start to get ad fatigue or they wear out right the other thing that can happen is and, this is something that will tremendously affect scaling is the negative feedback so, it’s something that you know a lot of people don’t pay attention to but, in your reports if you go down to any specific add you can add positive and, negative feedback.
When, ads first start usually they have a lot of positive feedback and, they’ll start you know they’ll do fine over time as people see the ad again and, again and, again and, this happens a lot when, you’re trying to hit the gas is people will see the ad two three four times and, they’ll go up and, click don’t show me this ad anymore and, that can tremendously hurt your campaign so, a lot of times we build in systems or metrics to kind of help limit the frequency on the amount of times people would see a specific ad or we make sure that there are some ways to bring out the people who are seeing it either through custom audiences or through some of the pixel data to be like if someone has gone through there or watch this video more than a certain percentage make sure to exclude them nice to move them into another area.
Then that would be another secret sauce that I’d say is we a lot of segmentation with custom audiences and, so, the approach of just let’s get one ad and, show it to everyone or one ad and, remarketing right we do a ton of segmentation and, really try to create ads that are speaking to people at different points in the funnel based on where they’re at meaning you know if I’m considering buying a Ferrari.
I haven’t really done it..What I would do is set up probably twenty to fifty different ads that are talking about all the different things that would build credibility or moon trust or build desire in that product back to that person here’s other influencers that drive it here celebrities that drive it here are all the features one by one by one and, what happens is someone that’s interested in that is gonna pay attention to those and, it’s generally very inexpensive to reach those people.
Andrew: Right so, how do you segment a custom audience I didn’t even know you really could do that kind of thing.
Brian: Yeah I mean so, there’s in terms of custom audiences there’s I mean the last was 55 plus I mean there are more than 55 different ways you can do it based on people visiting your site you can base it off and, uploading data things like that you can also, do it off stuff like lifetime value so, what that means is you know if you upload a list of a thousand, people Facebook was there’s a thousand, people but, in lifetime value if you ad sign a value so, here’s my top here’s all my customers and, how much they spent they’re gonna look and, based off the five who are spending a million dollars with you and, there may be five to spend a dollar with you they’re gonna sign more weight to the people with the higher value and, that’s awesome because that means they’re gonna find more people like your best customers and, try to write them first as opposed to everyone in your list alright.
I mean you can segment based off people who are engaged with you on Facebook or Instagram you can do video views based on different percentages there’s a lot of different kind of things that you can start to build.
Then there’s advance of like you can do it based on button clicks on your side or on side or things like that that you can start putting in a place with some of the more customized events but, all of that can be put back into really knowing more about you know the journey that you want customers to make and, while they’re making it it’s you know you just have advanced tools where you know 10-20 years ago you had I’m just gonna get a big billboard and, a TV ad and, a print ad and, just pound you with it a thousand, times until you’re like oh I need that now I can talk to you a thousand, different ways well on your journey to get you exactly where I want you to go
Andrew: right yeah I can imagine I mean it is super powerful what you can do with that so, if you have the right mindset and, understanding I guess you know I’m sure in terms of relevant scores and, in terms of like targeting things right you know I’m sure people have coming to you and, asking you hey Brian you know what’s the best thing what’s the average what should they do right and, it’s there, I mean is there a right average or is it more test
Brian: Yeah, you know so, and, that’s it’s something we know we get asked that quite a bit it’s a great question you know dude it’s Facebook’s different for every client meaning if we had to I almost identical products like if I had Pepsi and, Coke I could run ads and, based on their creatives the CPM and, the sea could be totally different
I mean there’s a lot of factors in that and, so, I know people are like I want to know like are there benchmarks are there are things that are there you know there’s some reports that are out there floating around that you know you can hunt down they’ll give you some ideas but, for the most part generally what you want to focus on are you know are your relevant scores good and, I’d be say good meaning 7 or higher if they’re lower than that you’re gonna need to look at you know, Facebook built on quality right they have the luxury of doing that
I mean there’s 5 million advertisers that are all trying to show you an ad they’re like we get to pick one by one by one which ads gonna go to you right and, that’s based primarily on money but, right behind it a close second is quality for you meaning if like how what is this why am I seeing ad for something that I don’t care about right doesn’t want to ever show that to you again and, if you keep using the system and, platform they can keep showing you ads and, generating billions of dollars you know a month or a week
Andrew: Right ! Right! Right! and, then it turns a frequency like what is the right number is it wonder one is it one like?
Brian: Well under one’s actually really play because it feels like that sometimes so, right Luise our research document I read oh it’s probably over a year ago where they said they had detected that 5 was kind of a magic number where a person once they get to 5 is like alright I’m scrolling over it a hundred per cent now ROM and, then they said once it gets to ten it was actually really bad I mean like they’re like if they see any part of something that their brain recognizes like I’m over that my mom.
I would say it’s lower than that now like that was a year ago I would say that is probably three it’s kind of my feeling on when, we start to see usually as results start to maybe would make a bend in the graph in terms of like alright we’re not getting as good of results so, three is kind of our magic number that we shoot for and, we have some campaigns that maybe have a little bit more we have some that have a little bit less it will depend I mean if you’re doing b2b targeting sometimes you have a small audience and, there isn’t a lot of people that you can go to.
your relevance is gonna be higher and, on that one that goes back to just scaling your creative meaning if you’re reaching everyone once a day you know you’re gonna need you know an ad wanted you know everyone to two days something new that it’s a different point and, while that seems like a lot of work and, challenging right I’ve you it the opposite way which is you now have the ability to reach the exact person that you want and, have a meaningful conversation with them every day.
I say that as a good example would be when, I open my newsfeed now on Facebook I don’t see anything except for stuff about Facebook ads and, companies doing Facebook guys or people say I can teach you to Facebook ads or Instagram that and, that’s all I see now I don’t see any fun ads anymore it’s all about you know the industry but, if someone said Facebook knows that and, it happens automatically and, for me it’s what I do every day on a daily basis so, it feels natural and, that’s awesome.
Those companies that want to reach other people in that industry are reaching the right person I just think a lot of times people approach it in terms of I’m gonna put one ad in front of me I didn’t work and, I’m like you forget that you got my attention it might have been for a half a second it might have been for two seconds but, you got your ad exactly in front of the person who you wanted to.
I couldn’t purchase that day because I was busy but, that doesn’t mean that I’m not the right person that you’re trying to get your ad in front of so, I think that there’s a little bit more of a long game approach that goes into Facebook advertising which is tough because people generally approach digital advertising of I to need results, I’m gonna put a dollar in there better be two dollars that pops out the other side today or it’s a huge failure and, I think people are forgetting you’re reaching the right person so, you know like you’ve already done 90% of the battle that last little bit just gives them something that they think is cool or interesting or will find valuable
Andrew: Right in there, right so, do you find that when, you’re running these ads I mean is it a close a sale right now kind of like an impulse kind of buy or is it more a longevity more of a long-term kind of thing like I mean you scale with you guys you’re getting in front of those people you know what’s a sales process like I mean yeah I guess now there’s a consumer product and, there’s a business side of things right so, it could be?
Brian: I was at least nine out of ten people that I talked with you know hundreds of different businesses all the time ninety percent of them come and, they may say like well we need some branding we need some stuff all of those will be back and, be like all right we just want sales I give us sales beta sales get a sales and, I think in the digital world that’s kind of expected because the date is there you know ten years ago twenty years ago they were like you have to spend money on TV you’re gonna spend it and, then let’s wait and, see what happens now that does not pain you know real time you know campaigns are turned on and, off in the same day based on numbers.
I think it’s better because it’s more efficient you know you’re able to put your money in the right places on the downside to that is I think there’s a lot of knee-jerk reactions the number of times I’ve seen a campaign that’s been like that’s not good not good not good like and, we’re making changes every day and, all of a sudden it will hit that critical mass and, just explode and, a lot of times there’s things hidden on the back end of the algorithm that a lot of people don’t know about things like holidays or sales you know when, those words are used in your copy Facebook knows when it’s Labor Day
You’ve got a Labor Day Sale ad like it places I don’t know this they never told me this but, from my results I’ve seen it happen numerous times they place a higher weight on that because they say it’s related to a point in time it will come and, go and, so, a lot of times just by simply redoing your ads with something like that you can get your results to far exceed what they were in the past
Andrew: Right! Right! and, then when, you’re redoing your ads you’re just adding another app so, you’re not changing the existing ad that you’re doing you create a new one and, create a creating or usually.
Brian: Almost always yea very rarely do we go in and, edit the same add make changes I try to think if we ever do that yeah I don’t know if we do like what we generally do is we’ll take it to duplicate it make the changes on that one and, then if you test that and, kind of run it towards the
Andrew: Right so, when, you running those ads right I know like in Google you can kind of wait like so, in good ways to do was that we wouldn’t say you create five of the same ads or you’d create three the same ads and, do one so, that you could have 25% this one and, then there you know 75% of these ones because they’re working so, you can kind of split and, test to see how well that goes is that really needed and, in Facebook when, you’re doing the ad type things I mean when, you’re running things like that or is it kind of just like let the algorithm kind of run and, just password?
Brian: That’s what’s crazy is and, this is the one feature I’ve been nuts about being like I wish they would do it and, we’ve talked to the actual programmers or engineers that built it and, they’re like yeah we’re not gonna do it but, when you put in five different ads into Facebook usually within man it’s it’s within a day maybe two days they kind of pick one winner.
They will show that one winner at least 72 percent of the time if not more on AdWords you have the ability to say I want you to optimize for the best or show them equally and, so, a lot of times you know there’s a lot of work that goes into creating ads and, so, for Facebook they just be like parents we’re gonna kick out four of them Wow you know when, when, barely any budgets been spent is frustrating and, you know we’ve talked to him about it but, like do we need the other way and, they’re like no because we’ve already determined your best ad and, I’m like I’d like to be up higher process.
I don’t always think they get it, you know just because they have a couple of indicators they usually do it with a small level of data and, I’m like I’d rather get more data sure but, they don’t know yet I don’t think they’re gonna build that in.
Andrew: Right, there not Taylor’s new year on its wish I had it’s like so, some people say business to business just doesn’t work on Facebook is that true? or is that just a myth?
Brian: No business a business is different on Facebook so, you know Facebook’s by nature a business a consumer platform I mean I got over every two billion users you can reach over a billion of them every day on their site.
I mean that’s great and, I mean that’s generally consumer say yeah that we do we want and, those type of people you’re the business targeting is generally done by what you say where you work or what you do you know so, some of the issues there are people updating that every time they get a new job are they going in updating their profile to make sure it’s accurate.
I mean I think that was very early days of Facebook is I want to give all my information so, people know about me right now people I kind of use it for everything I think with Facebook building workplace you know is trying to build a tool for businesses I think that was kind of an investment to try to build out their b2b type targeting and, get more value you know in the business world but, the answer is can you target on a b2b and, do well a hundred percent it’s just not as good as kind of b2c so, I mean that’s like what it’s built for and, that’s what it does very well all you’ve run numerous b2b campaigns they work very well for the clients.
we’re generally in comparison with what their pain on other platforms is very much less it just may be something that isn’t an unlimited amount all I mean a great stories we ran one for a client one time and, these guys came and, they’re like we want to reach people that work in the marketing department at hospitals I mean you imagine that and, I was like we’re gonna be down in the thousands I mean I don’t think we’re gonna go by that ensure enough we got in there and, it was and, we were in there updating ads every day because it was a small group and, we were trying to get different stuff in there.
I think we were doing lead gen at the end of 30 days we went back we’re like man we really bomb we only generated you three leads and, like what are you talking about all three of those signed up one of them is like a 1.8 million dollar contract who’s the best campaign we’ve ever run like hands down you’ve just blown out everything so, it’s funny to think you know three leads maybe it’s not worthwhile said all three of those people picked up the phone and, they’re like alright I see I’m seeing your ads every day like I know who you guys are I’m seeing you every single what’s going on let’s talk we have this play coming up we need your help.
I think again that just goes back to realizing you know you may be reaching that right person and, getting in front of them but, they may not want to download your lead form or fill it out do something so, how can you leverage that to get your message across ah I mean I think there’s a lot of really creative options I word I mean you can create videos and, be like hey I know you’re uh you know you work in hospitals it’s tough we’re getting a hard army anyway everybody may be like wait what like so, those are the upsides when you get it right you were is you be a very specific and, very targeted toward the people you’re talking to get their attention.
I just think if you can’t do the Billboard approach like hey just here’s my company in my logo, you’ve got to talk to those people like you would talk to them on the street I say something to them that would stop them on the street and, allow you to have a conversation
Andrew: Yeah awesome well that that’s stuff I mean there were some huge nuggets in their guys I mean you know Brian just like dropped some knowledge there and, that was amazing because yeah I always thought about business they they’re just targeting everything’s really amazing I do have like two questions I want to ask you kind of like for yourself, yeah these are easy compared with you, are there are tools of choice that you use in a daily basis that you would say hey guys you should use these things when you’re building your ads or doing things or trying to buy in targets?
Brian: So, that’s a good question um, man so I mean a lot of what we do is in the core of ads manager I may use be power editor but, within kind of a business manager and, ads manager you know over the over the years there’s been numerous tools that have kind of come up and, you check out.
I’m trying to think, to most those have been taken from those companies that built them and, brought in to where a lot of you have those features now I mean some of the things that I do use you know I think Adexpresso, has an ad library you know he’s in there you know poking around looking at different examples so, before we start to create an ad we’re like you know what are other people doing and, can we glean any best practices from other companies, we don’t use that as much now anymore because you can see all the ads on anyway your site through the info’s and, tabs the end of that so, that’s where we go now we go right to all right who are the top competitors or what are they doing and, we look at that and, so, if that’s something that you’re not doing your competitors are most likely doing that you know like thanks for all the hard work.
We’re gonna tips on you it’s just yeah it’s one more thing that was added to our list of things to do but, now definitely it pays because we’re able to use wording that’s consistent with the industry to see what other people are long-form short theorem give ideas stuff like that.
Andrew: Yeah that’s awesome that’s awesome and, then is there any like book or websites or blogs that you read to keep current?
Brian: Yeah that’s a great question, I mean we have I mean regards a book boom there you go this is a book I wrote it’s not is a best seller on Amazon it’s gonna be it’s called the complete guide to Facebook advertising it’s big there’s a lot of stuff in here it’s gonna go to a lot of the basics and, fundamentals so, someone that’s coming being like man I’m just starting out.
We’ve got a lot of little nuggets hidden in there as well about some things that we’ve learned or that are best practices on here’s what you should be doing in this area or that area we’re working on our plan was to revise it on a yearly basis so, we’ve got a new one that’s in the works now it won’t come out so, closer to Christmas but, that will have I mean even a year in Facebook feels like forever I know when, we’re doing the updates we’re like oh this this one is you know it’s got some stuff that we’re like man that’s like think this one has power editor in it it’s not even 12 months old so, yeah it’s just it moves so, quick okay but, yeah so, we’re working on an update oh come out about Christmas time as well with another version which is good,
We’re just gonna kind of keep doing that every year but, it’s a great resource that you can do we also, have on our blog advertisemint.com/blog we have an entire team of writers that are scouring the internet, looking for topics on Facebook to try to give them back into the hands of people who are looking to stay on the cutting edge as quickly as possible you know on there I think we have a messenger bot where we send out the very best one tip every day that’s happening in the world of Facebook or kind of social ads so, you know we’re shifting through a lot of stuff and, trying to get that back in front of people we have our team picked up the top article and, it could be us it could be someone else that writes it and, we’re like look we just we know you’re busy we want to get you the one thing that we think you should know about today and, I think you can find that on the blog as well it’s got a link to
Andrew: Yeah, it’s really good resource bug, guys so check it out for sure, I do Brian where is the best place people can reach you they want to contact your you want to get to your agency they want to find out more about you belongs books you know?
Brian: As you can tell I’m a talker I love to target people and, connecting hear stories and, problems when, it comes to Facebook Ads you know me on social media, you on Facebook or Instagram or Snapchat or even YouTube is all Brian Meert so, B-R-I-A-N M-E-E-R-T so feel free to follow me on any of those or connect with me there.
I love if you’re on LinkedIn shoot me a LinkedIn request again under the same name and then our company is AdvertiseMint so, advertisemint.com and we’d love you know we love working with great companies, generally we take a lot of work off people’s plates and, they’re like it’s great no one we’re working with an entire team it’s helping us with this one area well I can focus on other things so, if you want to you know, chat or have someone maybe review your ad accountant and be like, hey what are my options feel free to reach out we’d love to talk.
Andrew: Cool awesome well I really do appreciate the time I know you’re a busy guy, thanks for coming on and, we definitely have to do 2.0 because there’s so, much more than I would go into like that you know it would take 8 hours, thanks for coming on and, we’ll chat soon
Brian: You got it all right.
Andrew : Take care