{"version":"1.0.0","segments":[{"startTime":19.95,"endTime":22.11,"body":"Welcome to e-commerce Sally podcast,"},{"startTime":22.32,"endTime":26.67,"body":"where we believe that great brands"},{"startTime":22.32,"endTime":26.67,"body":"are built on passionate leadership,"},{"startTime":27.16,"endTime":31.31,"body":"smart operations, and of"},{"startTime":27.16,"endTime":31.31,"body":"course, powerful marketing."},{"startTime":31.63,"endTime":33.83,"body":"I am your host, Josh coffee,"},{"startTime":34.13,"endTime":38.23,"body":"and I'm grateful that you're listening"},{"startTime":34.13,"endTime":38.23,"body":"in that you're tuning in that you are our"},{"startTime":38.59,"endTime":41.35,"body":"listener. And so today we are,"},{"startTime":41.42,"endTime":46.42,"body":"are going to be diving deep into"},{"startTime":41.42,"endTime":46.42,"body":"what I call the four components"},{"startTime":46.92,"endTime":49.02,"body":"of great advertising."},{"startTime":49.2,"endTime":53.38,"body":"So we're gonna be talking"},{"startTime":49.2,"endTime":53.38,"body":"pretty specifically about"},{"startTime":53.381,"endTime":56.7,"body":"toward Facebook ads. However, this"},{"startTime":53.381,"endTime":56.7,"body":"really applies across the board."},{"startTime":56.701,"endTime":61.58,"body":"These four components are essential to"},{"startTime":56.701,"endTime":61.58,"body":"any ad campaign that you run and you have"},{"startTime":61.581,"endTime":65.25,"body":"to have all four pieces of"},{"startTime":61.581,"endTime":65.25,"body":"these. So let's dive in,"},{"startTime":65.251,"endTime":69.01,"body":"let's kind of start with that first"},{"startTime":65.251,"endTime":69.01,"body":"piece. And, and before I actually do that,"},{"startTime":69.45,"endTime":73.93,"body":"um, the reason I want to cover these four"},{"startTime":69.45,"endTime":73.93,"body":"things is because so often we get into"},{"startTime":74.29,"endTime":74.71,"body":"building ads,"},{"startTime":74.71,"endTime":77.97,"body":"we get into building campaigns and"},{"startTime":74.71,"endTime":77.97,"body":"we don't really know where to start."},{"startTime":78.31,"endTime":79.81,"body":"And because we don't know where to start,"},{"startTime":79.95,"endTime":82.92,"body":"we just end up building something and"},{"startTime":79.95,"endTime":82.92,"body":"launching and hoping for the best."},{"startTime":83.26,"endTime":85.48,"body":"And then what happens is,"},{"startTime":83.26,"endTime":85.48,"body":"as things start to go wrong,"},{"startTime":85.78,"endTime":89.56,"body":"we don't know what to go back"},{"startTime":85.78,"endTime":89.56,"body":"and fix. And so if you know,"},{"startTime":89.561,"endTime":90.96,"body":"the four components of every campaign,"},{"startTime":91.02,"endTime":94.36,"body":"it kind of creates an ease of your"},{"startTime":91.02,"endTime":94.36,"body":"mind and you get to know, okay,"},{"startTime":94.43,"endTime":99.28,"body":"when I go to plan a campaign, whether"},{"startTime":94.43,"endTime":99.28,"body":"it's a, uh, a timely campaign,"},{"startTime":99.281,"endTime":100.114,"body":"like it's a holiday,"},{"startTime":100.3,"endTime":104.35,"body":"or it's a specific promo or a"},{"startTime":100.3,"endTime":104.35,"body":"season or a new product launch,"},{"startTime":104.37,"endTime":106.91,"body":"if it's a timebound campaign. Well,"},{"startTime":106.911,"endTime":110.39,"body":"then I know I need to make sure"},{"startTime":106.911,"endTime":110.39,"body":"that I have these four components."},{"startTime":110.43,"endTime":113.15,"body":"I need to make sure that I have"},{"startTime":110.43,"endTime":113.15,"body":"these four ducks in a row. Uh,"},{"startTime":113.17,"endTime":116.19,"body":"and the same thing will apply when you're"},{"startTime":113.17,"endTime":116.19,"body":"going to build evergreen campaigns."},{"startTime":116.191,"endTime":120.11,"body":"When you're building a new evergreen"},{"startTime":116.191,"endTime":120.11,"body":"campaign for a specific product line or a"},{"startTime":120.111,"endTime":122.95,"body":"new point of, uh, cus"},{"startTime":120.111,"endTime":122.95,"body":"new customer acquisition,"},{"startTime":123.09,"endTime":126.22,"body":"you will utilize these four components."},{"startTime":126.56,"endTime":129.7,"body":"So the first component, and in this order,"},{"startTime":129.88,"endTime":134.74,"body":"the very first component that you"},{"startTime":129.88,"endTime":134.74,"body":"need to have dialed in is your offer."},{"startTime":135.6,"endTime":138.26,"body":"And so I'd like to call"},{"startTime":135.6,"endTime":138.26,"body":"these cash cow offers,"},{"startTime":138.52,"endTime":141.54,"body":"and I don't like to call them products."},{"startTime":138.52,"endTime":141.54,"body":"So yes, the first thing you need,"},{"startTime":141.541,"endTime":145.13,"body":"you need to determine what"},{"startTime":141.541,"endTime":145.13,"body":"product or X you're going to sell,"},{"startTime":145.131,"endTime":148.69,"body":"whether that's a collection"},{"startTime":145.131,"endTime":148.69,"body":"or an individual product,"},{"startTime":148.75,"endTime":152.77,"body":"we need to position it differently."},{"startTime":148.75,"endTime":152.77,"body":"It's not about selling a product or,"},{"startTime":152.97,"endTime":155.37,"body":"or really promoting a collection"},{"startTime":152.97,"endTime":155.37,"body":"when it comes to advertising."},{"startTime":155.52,"endTime":159.89,"body":"It's about the positioning of"},{"startTime":155.52,"endTime":159.89,"body":"that product or of those products."},{"startTime":160.25,"endTime":163.13,"body":"And I'll give you a really, really"},{"startTime":160.25,"endTime":163.13,"body":"good example. So I was down, uh, I was,"},{"startTime":163.131,"endTime":164.17,"body":"I was on vacation last week."},{"startTime":164.61,"endTime":168.84,"body":"There was this ad that I watched by"},{"startTime":164.61,"endTime":168.84,"body":"dominoes and it's, it was a brilliant ad."},{"startTime":169.22,"endTime":172.52,"body":"And what happened was that"},{"startTime":169.22,"endTime":172.52,"body":"this, this wife gets home. She,"},{"startTime":172.72,"endTime":175.6,"body":"she opens up the door and she"},{"startTime":172.72,"endTime":175.6,"body":"has Domino's pizza. And the,"},{"startTime":175.8,"endTime":178.8,"body":"the husband and the kids are all sitting"},{"startTime":175.8,"endTime":178.8,"body":"on the couch. And the kid's like, mom,"},{"startTime":178.801,"endTime":182.44,"body":"where were you? And she was, she"},{"startTime":178.801,"endTime":182.44,"body":"said, oh, I just went to dominoes."},{"startTime":182.7,"endTime":187.24,"body":"And I delivered my own pizza"},{"startTime":182.7,"endTime":187.24,"body":"and they tipped me $3, a $3,"},{"startTime":187.8,"endTime":191.72,"body":"uh, delivery tip for picking up my"},{"startTime":187.8,"endTime":191.72,"body":"pizza and I have it on my dominoes app."},{"startTime":191.9,"endTime":195.96,"body":"And so the whole gist was, Hey,"},{"startTime":191.9,"endTime":195.96,"body":"by picking up your own pizza,"},{"startTime":196.38,"endTime":201.19,"body":"we will tip you $3. And at face"},{"startTime":196.38,"endTime":201.19,"body":"value, it's people are like, oh,"},{"startTime":201.191,"endTime":204.51,"body":"that's so cool. I can tip myself"},{"startTime":201.191,"endTime":204.51,"body":"for picking up my own pizza."},{"startTime":205.17,"endTime":209.39,"body":"And as the marketer in me, that positions"},{"startTime":205.17,"endTime":209.39,"body":"hundreds of offers all the time."},{"startTime":210.17,"endTime":212.95,"body":"I'm like, that's brilliant because"},{"startTime":210.17,"endTime":212.95,"body":"it wasn't, it wasn't a tip."},{"startTime":213.01,"endTime":217.43,"body":"It was a $3 coupon. That's all it was"},{"startTime":213.01,"endTime":217.43,"body":"because it's the same thing, right?"},{"startTime":217.43,"endTime":221.26,"body":"If you bought a $20 pizza it, and"},{"startTime":217.43,"endTime":221.26,"body":"you got a $3 coupon, it costs you 17."},{"startTime":221.44,"endTime":226.02,"body":"If you bought a $20 pizza and you got a"},{"startTime":221.44,"endTime":226.02,"body":"$3 delivery tip, it was $3, but here's,"},{"startTime":226.021,"endTime":229.1,"body":"here's the best part about that?"},{"startTime":226.021,"endTime":229.1,"body":"Uh, that $3 tip, guess what?"},{"startTime":229.37,"endTime":230.54,"body":"It's on the dominoes app."},{"startTime":230.6,"endTime":234.18,"body":"So now not only is it worse than a $3"},{"startTime":230.6,"endTime":234.18,"body":"coupon because you don't get the money"},{"startTime":234.2,"endTime":237.06,"body":"off, but you can only"},{"startTime":234.2,"endTime":237.06,"body":"spend that at dominoes."},{"startTime":237.4,"endTime":242.13,"body":"So brilliant messaging the same,"},{"startTime":237.4,"endTime":242.13,"body":"it's the same thing. It's $3 off,"},{"startTime":243.11,"endTime":246.13,"body":"but it's the positioning of"},{"startTime":243.11,"endTime":246.13,"body":"it that makes the difference."},{"startTime":246.51,"endTime":249.97,"body":"And so the first part of,"},{"startTime":246.51,"endTime":249.97,"body":"uh, any advertising campaign,"},{"startTime":249.971,"endTime":252.81,"body":"the first component is the offer"},{"startTime":249.971,"endTime":252.81,"body":"and the offer has two pieces."},{"startTime":252.95,"endTime":255.09,"body":"It has the actual product or products,"},{"startTime":255.51,"endTime":260.28,"body":"and then it has what the promotion"},{"startTime":255.51,"endTime":260.28,"body":"is for that. And when I say ocean,"},{"startTime":260.52,"endTime":264.16,"body":"I mean, what is the, what"},{"startTime":260.52,"endTime":264.16,"body":"is the unique selling point?"},{"startTime":264.16,"endTime":267.2,"body":"Like what's the unique offer that you're"},{"startTime":264.16,"endTime":267.2,"body":"going to make them so that they can"},{"startTime":267.201,"endTime":269.4,"body":"become your customer. Now yes,"},{"startTime":269.58,"endTime":273.08,"body":"you can take your products and"},{"startTime":269.58,"endTime":273.08,"body":"you could just package them as is,"},{"startTime":273.22,"endTime":276.24,"body":"and you could change the messaging"},{"startTime":273.22,"endTime":276.24,"body":"and just sell them it retail rate."},{"startTime":276.57,"endTime":279.76,"body":"Absolutely. But when we're"},{"startTime":276.57,"endTime":279.76,"body":"acquiring new customers,"},{"startTime":279.88,"endTime":281.51,"body":"when we're really trying to scale,"},{"startTime":281.511,"endTime":286.19,"body":"what we often see work best is to take"},{"startTime":281.511,"endTime":286.19,"body":"those products and then create some kind"},{"startTime":286.191,"endTime":289.03,"body":"of a front end offer for new customers,"},{"startTime":289.031,"endTime":291.19,"body":"because it's gonna increase your"},{"startTime":289.031,"endTime":291.19,"body":"conversion rate and your, the,"},{"startTime":291.191,"endTime":294.03,"body":"the velocity in which you"},{"startTime":291.191,"endTime":294.03,"body":"acquire new customers."},{"startTime":294.031,"endTime":297.63,"body":"And I'll give you a couple examples and"},{"startTime":294.031,"endTime":297.63,"body":"you you've heard these before. Right?"},{"startTime":297.74,"endTime":300.11,"body":"Very simple. You can give"},{"startTime":297.74,"endTime":300.11,"body":"a percentage off really,"},{"startTime":300.111,"endTime":301.74,"body":"really basic you've can get a,"},{"startTime":301.81,"endTime":306.18,"body":"give a sitewide or a collection or a"},{"startTime":301.81,"endTime":306.18,"body":"specific product dollar amount off."},{"startTime":306.48,"endTime":309.42,"body":"You can do a buy one, get one,"},{"startTime":306.48,"endTime":309.42,"body":"you can do a, buy two, get one,"},{"startTime":309.421,"endTime":312.02,"body":"something that we see work really,"},{"startTime":309.421,"endTime":312.02,"body":"really well. And to be honest,"},{"startTime":312.021,"endTime":313.86,"body":"this is probably one of our number, uh,"},{"startTime":313.96,"endTime":318.66,"body":"one promos that we see do well with"},{"startTime":313.96,"endTime":318.66,"body":"an offer is a buy a product and"},{"startTime":318.661,"endTime":319.98,"body":"receive a free gift."},{"startTime":320.32,"endTime":323.09,"body":"That's complimentary really makes"},{"startTime":320.32,"endTime":323.09,"body":"sense to the product purchase."},{"startTime":323.31,"endTime":327.69,"body":"So if you were buying a pair of shoes,"},{"startTime":323.31,"endTime":327.69,"body":"you could offer a low cost to ship,"},{"startTime":328.11,"endTime":330.93,"body":"low cost of good sold"},{"startTime":328.11,"endTime":330.93,"body":"pair of socks. So that,"},{"startTime":330.931,"endTime":334.21,"body":"that way it's enticing enough to acquire"},{"startTime":330.931,"endTime":334.21,"body":"the new customer on the front end."},{"startTime":334.79,"endTime":338.57,"body":"And it doesn't cost you a whole lot to"},{"startTime":334.79,"endTime":338.57,"body":"ship it. And so we see that do really,"},{"startTime":338.75,"endTime":339.85,"body":"really well."},{"startTime":339.87,"endTime":344.0,"body":"You can give a percentage off tiered"},{"startTime":339.87,"endTime":344.0,"body":"percentage off where they buy,"},{"startTime":344.1,"endTime":346.88,"body":"if you're doing, uh, food or beverages,"},{"startTime":344.1,"endTime":346.88,"body":"this happens to work really, really,"},{"startTime":346.881,"endTime":347.714,"body":"really well,"},{"startTime":348.09,"endTime":351.72,"body":"where you get 10% off when you spend a"},{"startTime":348.09,"endTime":351.72,"body":"hundred dollars or more 15% off when you"},{"startTime":351.721,"endTime":355.68,"body":"spend, uh, 150 and 20%"},{"startTime":351.721,"endTime":355.68,"body":"off when you spend 1 75,"},{"startTime":356.28,"endTime":358.48,"body":"whatever those tiers are, it's a"},{"startTime":356.28,"endTime":358.48,"body":"tiered percentage off. And we see that."},{"startTime":358.481,"endTime":363.28,"body":"We see that do really well, uh, from a"},{"startTime":358.481,"endTime":363.28,"body":"promo and offer standpoint with beverage."},{"startTime":363.46,"endTime":365.08,"body":"And we say it do really well with food."},{"startTime":365.46,"endTime":368.04,"body":"And so that's an example"},{"startTime":365.46,"endTime":368.04,"body":"of what the promo is."},{"startTime":368.34,"endTime":370.4,"body":"And so the first component is like,"},{"startTime":370.76,"endTime":374.2,"body":"what's the actual product we're"},{"startTime":370.76,"endTime":374.2,"body":"selling and what is the promotion?"},{"startTime":374.201,"endTime":376.44,"body":"We will run with that product. Now, you,"},{"startTime":376.75,"endTime":380.99,"body":"you don't have to do a promotion where"},{"startTime":376.75,"endTime":380.99,"body":"you give a discount or you give a free"},{"startTime":381.15,"endTime":383.63,"body":"gift with purchase or free shipping with"},{"startTime":381.15,"endTime":383.63,"body":"purchase. You don't have to do that."},{"startTime":383.97,"endTime":388.51,"body":"But what we've learned is that increases"},{"startTime":383.97,"endTime":388.51,"body":"the conversion rate dramatically."},{"startTime":388.53,"endTime":392.51,"body":"You know, if Domino's just said, Hey,"},{"startTime":388.53,"endTime":392.51,"body":"come by our pizza. It is large, 1999."},{"startTime":393.45,"endTime":397.94,"body":"Or they said, Hey, come get a large"},{"startTime":393.45,"endTime":397.94,"body":"topping pizza. And you'll a $3 tip."},{"startTime":398.45,"endTime":402.62,"body":"Well, which one is more enticing?"},{"startTime":398.45,"endTime":402.62,"body":"Obviously getting a deal is more enticing."},{"startTime":402.621,"endTime":405.38,"body":"Getting some kind of a"},{"startTime":402.621,"endTime":405.38,"body":"promotion is more enticing,"},{"startTime":405.381,"endTime":410.18,"body":"which is why every large brand that"},{"startTime":405.381,"endTime":410.18,"body":"you see today runs some kind of a"},{"startTime":410.181,"endTime":413.5,"body":"promotion for certain products"},{"startTime":410.181,"endTime":413.5,"body":"that they're advertising."},{"startTime":413.64,"endTime":416.42,"body":"So we take both of those and"},{"startTime":413.64,"endTime":416.42,"body":"we consider that the offer,"},{"startTime":416.6,"endTime":420.93,"body":"the offer out outlines what the product"},{"startTime":416.6,"endTime":420.93,"body":"or products is that they can get and"},{"startTime":420.931,"endTime":423.73,"body":"what kind of promotion"},{"startTime":420.931,"endTime":423.73,"body":"is with those products."},{"startTime":424.15,"endTime":426.65,"body":"And so that's the first"},{"startTime":424.15,"endTime":426.65,"body":"component your offer."},{"startTime":427.09,"endTime":431.57,"body":"And we call them cash cow offers because"},{"startTime":427.09,"endTime":431.57,"body":"once you dial in an offer for new"},{"startTime":432.09,"endTime":435.61,"body":"customer acquisition on the"},{"startTime":432.09,"endTime":435.61,"body":"front end, once you dial that in,"},{"startTime":436.08,"endTime":438.36,"body":"that will allow you to a,"},{"startTime":438.72,"endTime":442.64,"body":"a significant amount of growth"},{"startTime":438.72,"endTime":442.64,"body":"in your business, because you'll,"},{"startTime":442.641,"endTime":445.92,"body":"you'll be able to acquire"},{"startTime":442.641,"endTime":445.92,"body":"customers a lot more efficiently."},{"startTime":446.19,"endTime":450.76,"body":"Once you dial in what that offer is."},{"startTime":446.19,"endTime":450.76,"body":"And you'll test many offers over time,"},{"startTime":450.761,"endTime":453.2,"body":"you're gonna test many different"},{"startTime":450.761,"endTime":453.2,"body":"things during black Friday,"},{"startTime":453.201,"endTime":455.44,"body":"cyber Monday day in, in"},{"startTime":453.201,"endTime":455.44,"body":"the Q4 holiday season,"},{"startTime":455.78,"endTime":459.43,"body":"you might run multiple"},{"startTime":455.78,"endTime":459.43,"body":"different offers your campaigns,"},{"startTime":459.69,"endTime":461.43,"body":"but the first thing to running campaign,"},{"startTime":461.49,"endTime":463.83,"body":"the first thing you need to"},{"startTime":461.49,"endTime":463.83,"body":"establish is what's the offer."},{"startTime":463.89,"endTime":464.75,"body":"So what's the products."},{"startTime":464.77,"endTime":468.67,"body":"I'm what are the products I'm promoting"},{"startTime":464.77,"endTime":468.67,"body":"and what is the promotion that are gonna"},{"startTime":468.671,"endTime":473.03,"body":"go alongside those products? So"},{"startTime":468.671,"endTime":473.03,"body":"that's core component. Number one,"},{"startTime":473.42,"endTime":477.35,"body":"once you've established your CCO, your"},{"startTime":473.42,"endTime":477.35,"body":"cash cow offer that, that you wanna,"},{"startTime":477.42,"endTime":478.91,"body":"that you wanna run a campaign to."},{"startTime":479.33,"endTime":484.18,"body":"Then the second piece you need to identify"},{"startTime":479.33,"endTime":484.18,"body":"is your are the audiences that you're"},{"startTime":484.181,"endTime":486.42,"body":"going to be running these campaigns too."},{"startTime":487.04,"endTime":491.18,"body":"And when you're running ads to audiences,"},{"startTime":487.04,"endTime":491.18,"body":"there are three types of audiences."},{"startTime":491.42,"endTime":493.22,"body":"And, and you're gonna hear a lot of"},{"startTime":491.42,"endTime":493.22,"body":"different terminology around this."},{"startTime":493.24,"endTime":497.78,"body":"You might hear a prospecting."},{"startTime":493.24,"endTime":497.78,"body":"You might hear, uh, retargeting,"},{"startTime":497.781,"endTime":502.53,"body":"and you might hear retention. You might"},{"startTime":497.781,"endTime":502.53,"body":"hear cold, warm, and hot. Now for me,"},{"startTime":502.79,"endTime":507.05,"body":"I'm a simple guy. I like"},{"startTime":502.79,"endTime":507.05,"body":"cold tra cold audiences,"},{"startTime":507.32,"endTime":509.37,"body":"warm audiences and hot audiences."},{"startTime":509.83,"endTime":513.73,"body":"And the reason audiences are the second"},{"startTime":509.83,"endTime":513.73,"body":"thing we need to look at is because"},{"startTime":514.2,"endTime":519.01,"body":"audiences second to the offer"},{"startTime":514.2,"endTime":519.01,"body":"are the most impactful piece on"},{"startTime":519.011,"endTime":521.16,"body":"your ad campaign. I'll"},{"startTime":519.011,"endTime":521.16,"body":"give you an example."},{"startTime":521.46,"endTime":525.08,"body":"So if you were trying to"},{"startTime":521.46,"endTime":525.08,"body":"advertise your fast food chain,"},{"startTime":525.54,"endTime":529.84,"body":"to people who have interests"},{"startTime":525.54,"endTime":529.84,"body":"in healthy lifestyle,"},{"startTime":530.07,"endTime":534.12,"body":"it's gonna be really hard to get those"},{"startTime":530.07,"endTime":534.12,"body":"people, to actually buy your product."},{"startTime":534.14,"endTime":538.44,"body":"If it's a really unhealthy product,"},{"startTime":534.14,"endTime":538.44,"body":"because the audiences are wrong."},{"startTime":538.441,"endTime":540.64,"body":"So you could have the best"},{"startTime":538.441,"endTime":540.64,"body":"offer in the world, it could be,"},{"startTime":541.06,"endTime":545.6,"body":"it could be 50% offer 70%"},{"startTime":541.06,"endTime":545.6,"body":"off an incredible deal."},{"startTime":545.94,"endTime":550.44,"body":"But if it's the wrong people, they're"},{"startTime":545.94,"endTime":550.44,"body":"not gonna buy rogue. I'm a CrossFitter."},{"startTime":550.441,"endTime":554.99,"body":"So rogue could promote all their barbells"},{"startTime":550.441,"endTime":554.99,"body":"and have the craziest deals on their"},{"startTime":554.991,"endTime":557.15,"body":"barbells and their, their bumper"},{"startTime":554.991,"endTime":557.15,"body":"plates and all that. But if,"},{"startTime":557.39,"endTime":560.95,"body":"if they're running ads to people"},{"startTime":557.39,"endTime":560.95,"body":"who have zero interest in exercise,"},{"startTime":561.13,"endTime":562.95,"body":"let alone buying their own stuff,"},{"startTime":563.3,"endTime":565.83,"body":"then it doesn't matter how great the"},{"startTime":563.3,"endTime":565.83,"body":"offer is or how good the ads are."},{"startTime":565.831,"endTime":569.87,"body":"Nothing is gonna convert. So that's"},{"startTime":565.831,"endTime":569.87,"body":"why the second pillar is the audience."},{"startTime":570.57,"endTime":574.15,"body":"So with audiences, I'm gonna break them"},{"startTime":570.57,"endTime":574.15,"body":"down and I'm gonna break them down by,"},{"startTime":574.63,"endTime":575.221,"body":"by temperature her."},{"startTime":575.221,"endTime":577.66,"body":"And then I wanna walk through kind"},{"startTime":575.221,"endTime":577.66,"body":"of what those actually look like."},{"startTime":577.8,"endTime":582.3,"body":"So the first type is cold. Cold is where"},{"startTime":577.8,"endTime":582.3,"body":"a majority of your budget will live."},{"startTime":582.7,"endTime":585.62,"body":"A cold traffic is in cold"},{"startTime":582.7,"endTime":585.62,"body":"campaigns that you take that offer."},{"startTime":585.621,"endTime":588.86,"body":"And you're running to a cold audience"},{"startTime":585.621,"endTime":588.86,"body":"is going to be somebody that has no idea"},{"startTime":588.861,"endTime":590.42,"body":"who you are. You're cold to them, right?"},{"startTime":590.49,"endTime":594.86,"body":"This is typically in Facebook world"},{"startTime":590.49,"endTime":594.86,"body":"going to be things like interests and"},{"startTime":594.861,"endTime":595.53,"body":"lookalike."},{"startTime":595.53,"endTime":598.97,"body":"So those are the two primary forms of"},{"startTime":595.53,"endTime":598.97,"body":"cold audiences that you would target."},{"startTime":599.31,"endTime":601.81,"body":"So we have cold, and"},{"startTime":599.31,"endTime":601.81,"body":"then we have warm now,"},{"startTime":601.811,"endTime":604.73,"body":"warmer people that have"},{"startTime":601.811,"endTime":604.73,"body":"engaged with us on platform,"},{"startTime":605.55,"endTime":609.33,"body":"but haven't actually taken, uh, an"},{"startTime":605.55,"endTime":609.33,"body":"action. That's much deeper than that."},{"startTime":609.331,"endTime":612.21,"body":"So we consider warm and you, you"},{"startTime":609.331,"endTime":612.21,"body":"could decide between warm and hot."},{"startTime":612.21,"endTime":615.01,"body":"Some people will cycle them"},{"startTime":612.21,"endTime":615.01,"body":"and throw 'em between the two."},{"startTime":615.35,"endTime":617.92,"body":"We consider things like video views, uh,"},{"startTime":617.921,"endTime":621.64,"body":"engagements with our Facebook page or"},{"startTime":617.921,"endTime":621.64,"body":"engagements with our Instagram page or"},{"startTime":621.641,"endTime":624.32,"body":"people who have like on"},{"startTime":621.641,"endTime":624.32,"body":"Facebook, open lead forms."},{"startTime":624.54,"endTime":627.32,"body":"We consider all the people that"},{"startTime":624.54,"endTime":627.32,"body":"have engaged with us on platform,"},{"startTime":627.5,"endTime":631.88,"body":"but never visited our website or taken"},{"startTime":627.5,"endTime":631.88,"body":"a desired action. We consider that warm."},{"startTime":632.26,"endTime":634.64,"body":"And the third type of traffic"},{"startTime":632.26,"endTime":634.64,"body":"is the hot trafficking."},{"startTime":634.641,"endTime":637.91,"body":"This is always the smallest. So from"},{"startTime":634.641,"endTime":637.91,"body":"Laura largest, the smallest there's cold,"},{"startTime":637.94,"endTime":639.23,"body":"there's warm and there's hot."},{"startTime":639.231,"endTime":642.15,"body":"And these are people that"},{"startTime":639.231,"endTime":642.15,"body":"have taken desired actions,"},{"startTime":642.151,"endTime":644.91,"body":"whether they purchase from us"},{"startTime":642.151,"endTime":644.91,"body":"or they've joined our list,"},{"startTime":645.29,"endTime":649.79,"body":"or they have been on our website,"},{"startTime":645.29,"endTime":649.79,"body":"we consider those our hot audiences."},{"startTime":650.09,"endTime":652.07,"body":"And so from largest to"},{"startTime":650.09,"endTime":652.07,"body":"smallest, we have cold."},{"startTime":652.33,"endTime":656.83,"body":"We have warm and we have"},{"startTime":652.33,"endTime":656.83,"body":"hot now warm and hot."},{"startTime":657.54,"endTime":658.32,"body":"A lot of those,"},{"startTime":658.32,"endTime":662.82,"body":"the audiences within those two will be"},{"startTime":658.32,"endTime":662.82,"body":"pretty standard across the board for you,"},{"startTime":663.12,"endTime":664.94,"body":"for me and for your competitors."},{"startTime":665.18,"endTime":668.74,"body":"A lot of us are using the same"},{"startTime":665.18,"endTime":668.74,"body":"warm and hot types of audiences."},{"startTime":668.741,"endTime":672.7,"body":"We're using video views, engagement"},{"startTime":668.741,"endTime":672.7,"body":"website, visitors, purchases,"},{"startTime":673.0,"endTime":674.62,"body":"add to cards, lead form fills."},{"startTime":674.621,"endTime":676.66,"body":"We're using a lot of the same"},{"startTime":674.621,"endTime":676.66,"body":"people on our email lists."},{"startTime":676.71,"endTime":679.69,"body":"We're using a lot of this same"},{"startTime":676.71,"endTime":679.69,"body":"audiences on the warm and hot,"},{"startTime":680.11,"endTime":684.61,"body":"but on the cold side, this is where I"},{"startTime":680.11,"endTime":684.61,"body":"believe most people fall short. And I,"},{"startTime":684.69,"endTime":685.73,"body":"I mean, I guess I believe it,"},{"startTime":685.731,"endTime":688.81,"body":"but the reality is I see it all the time"},{"startTime":685.731,"endTime":688.81,"body":"because we work with so many brands."},{"startTime":689.03,"endTime":691.69,"body":"And what I see is they"},{"startTime":689.03,"endTime":691.69,"body":"spend close to no time,"},{"startTime":691.691,"endTime":695.33,"body":"really identifying what cold audiences"},{"startTime":691.691,"endTime":695.33,"body":"that they're going to target."},{"startTime":695.75,"endTime":699.76,"body":"And what happens is, is you go to"},{"startTime":695.75,"endTime":699.76,"body":"launch a Facebook campaign, for example,"},{"startTime":700.1,"endTime":701.4,"body":"and you just start, you,"},{"startTime":701.52,"endTime":704.8,"body":"you come up with your offer and then you"},{"startTime":701.52,"endTime":704.8,"body":"skip the audience development and you"},{"startTime":704.801,"endTime":706.48,"body":"just go straight to ads"},{"startTime":704.801,"endTime":706.48,"body":"and you start creating ads."},{"startTime":706.78,"endTime":709.44,"body":"And then you go in and then you start"},{"startTime":706.78,"endTime":709.44,"body":"setting up your workflow and you start"},{"startTime":709.441,"endTime":712.56,"body":"setting up the ads within the campaign"},{"startTime":709.441,"endTime":712.56,"body":"manager, you create your campaign."},{"startTime":712.561,"endTime":713.88,"body":"And then when you, you"},{"startTime":712.561,"endTime":713.88,"body":"go down the ad sets,"},{"startTime":714.1,"endTime":717.52,"body":"you then need to select your"},{"startTime":714.1,"endTime":717.52,"body":"targeting. So many people,"},{"startTime":717.66,"endTime":720.04,"body":"that's where they do their"},{"startTime":717.66,"endTime":720.04,"body":"research on targeting."},{"startTime":720.11,"endTime":723.2,"body":"They just use the stock"},{"startTime":720.11,"endTime":723.2,"body":"saved audiences, uh,"},{"startTime":723.201,"endTime":725.36,"body":"within Facebook's tar"},{"startTime":723.201,"endTime":725.36,"body":"targeting suggestions."},{"startTime":725.62,"endTime":728.48,"body":"And they just select their audiences"},{"startTime":725.62,"endTime":728.48,"body":"right then, and right there."},{"startTime":728.86,"endTime":730.08,"body":"And so what I'm gonna do is I'm gonna,"},{"startTime":730.26,"endTime":735.23,"body":"I'm gonna encourage you and really"},{"startTime":730.26,"endTime":735.23,"body":"strongly advised that what you do is you"},{"startTime":735.29,"endTime":739.43,"body":"sit down for two hours. Our"},{"startTime":735.29,"endTime":739.43,"body":"team spends two to five hours,"},{"startTime":739.53,"endTime":744.35,"body":"but I'm gonna say two hours for you"},{"startTime":739.53,"endTime":744.35,"body":"to get going in this spend two hours"},{"startTime":745.14,"endTime":749.27,"body":"utilizing Facebook's saved audiences in a"},{"startTime":749.99,"endTime":752.59,"body":"identify what audiences you can target."},{"startTime":752.95,"endTime":754.86,"body":"You get off into different rabbit trails,"},{"startTime":755.03,"endTime":759.1,"body":"start to go down the holes of different"},{"startTime":755.03,"endTime":759.1,"body":"affinity products and similar stores"},{"startTime":759.101,"endTime":762.66,"body":"that you can target in magazines and"},{"startTime":759.101,"endTime":762.66,"body":"types of content that they can consume."},{"startTime":762.76,"endTime":766.74,"body":"And, and put these all in some kind"},{"startTime":762.76,"endTime":766.74,"body":"of a spreadsheet. We use something,"},{"startTime":766.741,"endTime":768.58,"body":"we call a PPC plant,"},{"startTime":766.741,"endTime":768.58,"body":"a paper click planner."},{"startTime":768.84,"endTime":772.3,"body":"And it's where we identify all of the"},{"startTime":768.84,"endTime":772.3,"body":"audiences that we could potentially"},{"startTime":772.301,"endTime":774.01,"body":"target. It doesn't mean we're"},{"startTime":772.301,"endTime":774.01,"body":"gonna do them all the right away."},{"startTime":774.03,"endTime":778.73,"body":"It just means we want an archive of"},{"startTime":774.03,"endTime":778.73,"body":"every potential audience we can target."},{"startTime":778.87,"endTime":782.57,"body":"And when we do this, we typically will"},{"startTime":778.87,"endTime":782.57,"body":"spend two to five hours developing these."},{"startTime":782.75,"endTime":783.69,"body":"And by time we're done,"},{"startTime":783.71,"endTime":787.85,"body":"we will have enough audiences that we"},{"startTime":783.71,"endTime":787.85,"body":"could run ads to these different audiences"},{"startTime":787.851,"endTime":792.65,"body":"and layer them and stack them in many"},{"startTime":787.851,"endTime":792.65,"body":"different ways for a year, easily a year."},{"startTime":792.651,"endTime":794.24,"body":"And then once a year, we go back in, we,"},{"startTime":794.34,"endTime":797.04,"body":"we start fresh and we actually do"},{"startTime":794.34,"endTime":797.04,"body":"a lot of audience redevelopment,"},{"startTime":797.041,"endTime":798.88,"body":"and we add to it throughout"},{"startTime":797.041,"endTime":798.88,"body":"the year as well."},{"startTime":799.3,"endTime":800.88,"body":"And so this is where a"},{"startTime":799.3,"endTime":800.88,"body":"lot of people fall short,"},{"startTime":800.881,"endTime":805.08,"body":"that you have an opportunity"},{"startTime":800.881,"endTime":805.08,"body":"spend time identifying audiences."},{"startTime":805.36,"endTime":808.88,"body":"I got an email not too long ago from"},{"startTime":805.36,"endTime":808.88,"body":"a client that followed our process,"},{"startTime":808.95,"endTime":811.96,"body":"that we teach about audience development"},{"startTime":808.95,"endTime":811.96,"body":"and spending the time doing it."},{"startTime":812.26,"endTime":813.68,"body":"And while she was averaging,"},{"startTime":813.74,"endTime":816.31,"body":"two to three extra are return ad"},{"startTime":813.74,"endTime":816.31,"body":"spend on some of her campaigns,"},{"startTime":816.54,"endTime":818.59,"body":"even post iOS 14, which is wonderful."},{"startTime":819.83,"endTime":821.95,"body":"As she was spending time"},{"startTime":819.83,"endTime":821.95,"body":"doing all these campaigns,"},{"startTime":821.951,"endTime":825.59,"body":"she was averaging two to three while she"},{"startTime":821.951,"endTime":825.59,"body":"ended up finding audiences after this"},{"startTime":825.591,"endTime":828.71,"body":"process that she ended up"},{"startTime":825.591,"endTime":828.71,"body":"testing and she was getting 3.3,"},{"startTime":829.14,"endTime":830.95,"body":"4.9 6.5,"},{"startTime":830.97,"endTime":834.43,"body":"up to an 8.7 return on ad"},{"startTime":830.97,"endTime":834.43,"body":"spend in these audiences."},{"startTime":834.431,"endTime":839.38,"body":"She never would have thought of if she"},{"startTime":834.431,"endTime":839.38,"body":"didn't take the time to sit down and"},{"startTime":839.72,"endTime":842.5,"body":"do audience development, sit"},{"startTime":839.72,"endTime":842.5,"body":"down and do audience research,"},{"startTime":842.56,"endTime":846.78,"body":"go start looking within it and go within"},{"startTime":842.56,"endTime":846.78,"body":"all kinds of suggested subcategories"},{"startTime":847.0,"endTime":851.86,"body":"and really, really dive deep. So the"},{"startTime":847.0,"endTime":851.86,"body":"first component we have is our offer,"},{"startTime":851.861,"endTime":854.14,"body":"which is consistent of, or, uh,"},{"startTime":854.19,"endTime":858.05,"body":"which consists of our"},{"startTime":854.19,"endTime":858.05,"body":"product and our promo."},{"startTime":858.2,"endTime":860.05,"body":"What is the actual promotion"},{"startTime":858.2,"endTime":860.05,"body":"we're gonna do with it?"},{"startTime":860.39,"endTime":864.65,"body":"The second component are our, are our"},{"startTime":860.39,"endTime":864.65,"body":"audiences and we have three types."},{"startTime":864.651,"endTime":867.45,"body":"We have to determine what is"},{"startTime":864.651,"endTime":867.45,"body":"this campaign going to go to?"},{"startTime":867.62,"endTime":870.77,"body":"Who's it gonna go to our cold audiences,"},{"startTime":867.62,"endTime":870.77,"body":"which are interests and lookalikes,"},{"startTime":871.03,"endTime":873.69,"body":"our warm audiences, which are"},{"startTime":871.03,"endTime":873.69,"body":"people that engaged on platform,"},{"startTime":873.87,"endTime":878.24,"body":"but haven't been to our website are taken"},{"startTime":873.87,"endTime":878.24,"body":"a desired action or our hot audiences,"},{"startTime":878.241,"endTime":880.84,"body":"which are people that have"},{"startTime":878.241,"endTime":880.84,"body":"taken those desired actions,"},{"startTime":881.06,"endTime":885.64,"body":"or they're sitting on a list, or"},{"startTime":881.06,"endTime":885.64,"body":"they have engaged on our website."},{"startTime":886.76,"endTime":890.28,"body":"All right. Now, before I get"},{"startTime":886.76,"endTime":890.28,"body":"into the third component,"},{"startTime":891.62,"endTime":893.72,"body":"if you are an e-commerce business leader,"},{"startTime":894.18,"endTime":897.44,"body":"if you're an e-commerce owner or you"},{"startTime":894.18,"endTime":897.44,"body":"work for an e-commerce brand that, uh,"},{"startTime":897.46,"endTime":901.4,"body":"you want community, you want to learn"},{"startTime":897.46,"endTime":901.4,"body":"more, uh, beyond this podcast. If you,"},{"startTime":901.401,"endTime":905.04,"body":"if you wanna take part in something"},{"startTime":901.401,"endTime":905.04,"body":"really special and get so much additional,"},{"startTime":905.38,"endTime":907.88,"body":"so many additional resources"},{"startTime":905.38,"endTime":907.88,"body":"and video trainings, and,"},{"startTime":908.6,"endTime":912.43,"body":"and more I encourage you to join"},{"startTime":908.6,"endTime":912.43,"body":"in the eCommerce Ali, uh, group,"},{"startTime":912.78,"endTime":916.15,"body":"it's completely free. It's a Facebook"},{"startTime":912.78,"endTime":916.15,"body":"group completely free. You can go to Ali"},{"startTime":917.95,"endTime":919.19,"body":"podcast.com/group, and that will"},{"startTime":917.95,"endTime":919.19,"body":"just forward you to the group."},{"startTime":919.37,"endTime":921.43,"body":"You can hit the little join"},{"startTime":919.37,"endTime":921.43,"body":"button on Facebook. Um,"},{"startTime":921.5,"endTime":923.43,"body":"once you get in there every single week,"},{"startTime":923.57,"endTime":927.43,"body":"we are doing live sessions where"},{"startTime":923.57,"endTime":927.43,"body":"we're doing, uh, workshops."},{"startTime":927.74,"endTime":931.54,"body":"This morning's workout workshop that"},{"startTime":927.74,"endTime":931.54,"body":"I did was actually 75 minutes long,"},{"startTime":931.63,"endTime":934.62,"body":"where we're talking about things from"},{"startTime":931.63,"endTime":934.62,"body":"Facebook audience to development,"},{"startTime":934.621,"endTime":936.42,"body":"to email marketing, to, uh,"},{"startTime":936.421,"endTime":938.7,"body":"how to really scale campaigns"},{"startTime":936.421,"endTime":938.7,"body":"up that are getting stuck."},{"startTime":938.72,"endTime":940.34,"body":"We covered so many things,"},{"startTime":940.73,"endTime":944.66,"body":"even outside the realm of advertising"},{"startTime":940.73,"endTime":944.66,"body":"that will help your business grow."},{"startTime":944.76,"endTime":947.98,"body":"So if you want access to that"},{"startTime":944.76,"endTime":947.98,"body":"community, I encourage you go join it."},{"startTime":947.981,"endTime":949.66,"body":"It's completely free. Uh, Ali"},{"startTime":953.21,"endTime":954.043,"body":"podcast.com/group."},{"startTime":956.83,"endTime":961.65,"body":"So the first two components we"},{"startTime":956.83,"endTime":961.65,"body":"have our, uh, we have our offer."},{"startTime":961.92,"endTime":964.65,"body":"Then we have our audiences that"},{"startTime":961.92,"endTime":964.65,"body":"we establish for the campaign."},{"startTime":964.95,"endTime":966.33,"body":"And then we have the third piece,"},{"startTime":966.55,"endTime":967.89,"body":"the third piece you"},{"startTime":966.55,"endTime":967.89,"body":"probably could have guessed."},{"startTime":967.97,"endTime":972.8,"body":"It are the actual ads and"},{"startTime":967.97,"endTime":972.8,"body":"the ads consist of two core"},{"startTime":972.801,"endTime":976.84,"body":"pieces. The first piece is the copy."},{"startTime":972.801,"endTime":976.84,"body":"And the second piece is the creative."},{"startTime":977.46,"endTime":981.64,"body":"And if you wanna listen to an episode"},{"startTime":977.46,"endTime":981.64,"body":"where we talk about, uh, creatives and,"},{"startTime":981.88,"endTime":983.76,"body":"and, and how to build"},{"startTime":981.88,"endTime":983.76,"body":"high converting creatives,"},{"startTime":983.88,"endTime":986.52,"body":"I really recommend you go"},{"startTime":983.88,"endTime":986.52,"body":"listen to the episode. Uh,"},{"startTime":986.521,"endTime":988.44,"body":"I believe it's episode"},{"startTime":986.521,"endTime":988.44,"body":"number 15 with Lewis Kama,"},{"startTime":988.441,"endTime":990.92,"body":"where we talk about who owns get ads.co,"},{"startTime":990.921,"endTime":994.75,"body":"and he has an agency and he works with"},{"startTime":990.921,"endTime":994.75,"body":"directing consumer brands and go listen"},{"startTime":994.751,"endTime":999.27,"body":"to that. He, he talks all the way through"},{"startTime":994.751,"endTime":999.27,"body":"what types of elements create great,"},{"startTime":999.33,"endTime":1002.47,"body":"highly profitable ads in, in, in"},{"startTime":999.33,"endTime":1002.47,"body":"the order of which to do those."},{"startTime":1002.77,"endTime":1006.95,"body":"But overall ads consists of two"},{"startTime":1002.77,"endTime":1006.95,"body":"things, copy and creatives. Now,"},{"startTime":1007.59,"endTime":1008.59,"body":"everyone has a different style on this,"},{"startTime":1008.591,"endTime":1011.71,"body":"but what we've kind of learned"},{"startTime":1008.591,"endTime":1011.71,"body":"is copy is the starting point."},{"startTime":1012.01,"endTime":1013.62,"body":"So I haven't done that for a reason."},{"startTime":1014.32,"endTime":1018.9,"body":"We begin with copy and messaging based"},{"startTime":1014.32,"endTime":1018.9,"body":"on the audiences we're gonna be speaking"},{"startTime":1018.901,"endTime":1022.26,"body":"to and the offer that we're going"},{"startTime":1018.901,"endTime":1022.26,"body":"to be making to those audiences."},{"startTime":1022.64,"endTime":1026.66,"body":"And we will begin with the messaging."},{"startTime":1022.64,"endTime":1026.66,"body":"Now, when it comes to messaging,"},{"startTime":1026.71,"endTime":1028.62,"body":"there are a few things to"},{"startTime":1026.71,"endTime":1028.62,"body":"keep in mind that that are,"},{"startTime":1028.78,"endTime":1032.18,"body":"that I see done wrong time and time again."},{"startTime":1032.4,"endTime":1034.13,"body":"Now every business is different,"},{"startTime":1034.131,"endTime":1037.93,"body":"but the questions and the things that"},{"startTime":1034.131,"endTime":1037.93,"body":"the thing that we want to figure out for"},{"startTime":1038.02,"endTime":1042.93,"body":"every ideal customer that we want to sell"},{"startTime":1038.02,"endTime":1042.93,"body":"to is we need to identify what are the"},{"startTime":1043.53,"endTime":1047.17,"body":"questions that they are having,"},{"startTime":1043.53,"endTime":1047.17,"body":"that our product can help answer."},{"startTime":1047.76,"endTime":1052.41,"body":"What are the challenges that they're"},{"startTime":1047.76,"endTime":1052.41,"body":"seeing, that we might be able to solve?"},{"startTime":1052.64,"endTime":1056.6,"body":"What are the roadblock in their way that"},{"startTime":1052.64,"endTime":1056.6,"body":"we might be able to help them overcome?"},{"startTime":1056.66,"endTime":1061.32,"body":"And what are the results they desire?"},{"startTime":1056.66,"endTime":1061.32,"body":"And depending on your brand, you know,"},{"startTime":1061.321,"endTime":1063.72,"body":"maybe you solve a specific"},{"startTime":1061.321,"endTime":1063.72,"body":"problem. You know,"},{"startTime":1063.721,"endTime":1067.76,"body":"maybe you have a supplement or you have"},{"startTime":1063.721,"endTime":1067.76,"body":"something that helps somebody in some"},{"startTime":1067.78,"endTime":1068.38,"body":"way."},{"startTime":1068.38,"endTime":1073.08,"body":"You may focus a lot more of your copy"},{"startTime":1068.38,"endTime":1073.08,"body":"and your messaging around the challenge,"},{"startTime":1073.3,"endTime":1077.88,"body":"the roadblocks, the pain that they're"},{"startTime":1073.3,"endTime":1077.88,"body":"seeing. And you might look to solve that."},{"startTime":1078.54,"endTime":1080.0,"body":"But if you don't have a product like that,"},{"startTime":1080.2,"endTime":1082.84,"body":"like let's say you sell socks or you"},{"startTime":1080.2,"endTime":1082.84,"body":"sell something else that's more fun,"},{"startTime":1082.841,"endTime":1084.44,"body":"and it's not necessarily a challenge."},{"startTime":1084.8,"endTime":1086.52,"body":"Then you're gonna focus"},{"startTime":1084.8,"endTime":1086.52,"body":"more on the results."},{"startTime":1086.521,"endTime":1090.79,"body":"And you're gonna focus more on the"},{"startTime":1086.521,"endTime":1090.79,"body":"feeling that you want people to have when"},{"startTime":1090.791,"endTime":1093.11,"body":"they see your products and"},{"startTime":1090.791,"endTime":1093.11,"body":"when they use your products."},{"startTime":1093.29,"endTime":1094.99,"body":"And so the first part is the copy."},{"startTime":1095.42,"endTime":1099.39,"body":"Once we have the copy that"},{"startTime":1095.42,"endTime":1099.39,"body":"will guide our creative."},{"startTime":1099.89,"endTime":1102.75,"body":"Now with creatives, there's a lot"},{"startTime":1099.89,"endTime":1102.75,"body":"of different types of creatives."},{"startTime":1102.89,"endTime":1107.11,"body":"You have single image ads,"},{"startTime":1102.89,"endTime":1107.11,"body":"you have carousel with"},{"startTime":1107.13,"endTime":1109.66,"body":"you have longer videos, you"},{"startTime":1107.13,"endTime":1109.66,"body":"have higher production videos."},{"startTime":1109.661,"endTime":1113.02,"body":"There's a huge gamut of different"},{"startTime":1109.661,"endTime":1113.02,"body":"types of creatives. Typically,"},{"startTime":1113.021,"endTime":1117.34,"body":"we're gonna start with image ads."},{"startTime":1113.021,"endTime":1117.34,"body":"Once those have proven a concept,"},{"startTime":1117.53,"endTime":1121.14,"body":"once an ad angle and"},{"startTime":1117.53,"endTime":1121.14,"body":"messaging and an image work,"},{"startTime":1121.17,"endTime":1123.06,"body":"then we will take that image."},{"startTime":1123.28,"endTime":1127.26,"body":"And we will consider creating that into"},{"startTime":1123.28,"endTime":1127.26,"body":"a video because we have already had to"},{"startTime":1127.38,"endTime":1131.73,"body":"prove a concept of that image. And"},{"startTime":1127.38,"endTime":1131.73,"body":"so we do, we follow that process, uh,"},{"startTime":1131.89,"endTime":1135.33,"body":"Lewis in the, in the episode of number"},{"startTime":1131.89,"endTime":1135.33,"body":"15, he recommends the same thing."},{"startTime":1135.47,"endTime":1138.61,"body":"He recommends starting with an ad and"},{"startTime":1135.47,"endTime":1138.61,"body":"kind of starting to progress into higher"},{"startTime":1138.611,"endTime":1142.45,"body":"production video, and other assets"},{"startTime":1138.611,"endTime":1142.45,"body":"along the way. So that is a third thing."},{"startTime":1142.45,"endTime":1142.84,"body":"But here,"},{"startTime":1142.84,"endTime":1146.41,"body":"what most people do is they start with"},{"startTime":1142.84,"endTime":1146.41,"body":"the ads and then they come back and"},{"startTime":1146.61,"endTime":1148.25,"body":"identify who the audience is gonna be,"},{"startTime":1148.27,"endTime":1150.36,"body":"or they'll just start"},{"startTime":1148.27,"endTime":1150.36,"body":"writing an ad from rat."},{"startTime":1150.38,"endTime":1153.0,"body":"And they'll just kind of piece something"},{"startTime":1150.38,"endTime":1153.0,"body":"together without considering the actual"},{"startTime":1153.23,"endTime":1155.72,"body":"promotion, the promo, uh, of it."},{"startTime":1155.79,"endTime":1158.52,"body":"They only consider the product"},{"startTime":1155.79,"endTime":1158.52,"body":"and they don't consider the, the,"},{"startTime":1158.72,"endTime":1160.2,"body":"the packaging of the"},{"startTime":1158.72,"endTime":1160.2,"body":"product into an offer."},{"startTime":1160.42,"endTime":1162.84,"body":"And so I encourage you follow"},{"startTime":1160.42,"endTime":1162.84,"body":"this process. We have the,"},{"startTime":1162.9,"endTime":1165.04,"body":"we have the actual offer."},{"startTime":1162.9,"endTime":1165.04,"body":"We have the audience,"},{"startTime":1165.22,"endTime":1170.0,"body":"and then we go and we create the"},{"startTime":1165.22,"endTime":1170.0,"body":"ads. Now, once we have these ads,"},{"startTime":1170.48,"endTime":1174.11,"body":"the, then we move into the final,"},{"startTime":1170.48,"endTime":1174.11,"body":"the fourth and final component."},{"startTime":1174.89,"endTime":1177.39,"body":"And this is the workflow."},{"startTime":1177.97,"endTime":1182.39,"body":"And the workflow is actually the"},{"startTime":1177.97,"endTime":1182.39,"body":"setup of the campaign and the"},{"startTime":1182.43,"endTime":1186.75,"body":"optimization of the campaign. And"},{"startTime":1182.43,"endTime":1186.75,"body":"if I were to lay these all out,"},{"startTime":1187.75,"endTime":1190.79,"body":"I view, think of it from a"},{"startTime":1187.75,"endTime":1190.79,"body":"pure, a pyramid standpoint."},{"startTime":1190.79,"endTime":1195.62,"body":"So can it pyramid and there's four"},{"startTime":1190.79,"endTime":1195.62,"body":"levels. The strongest level is the offer."},{"startTime":1196.2,"endTime":1199.3,"body":"If a bad offer, won't"},{"startTime":1196.2,"endTime":1199.3,"body":"convert very well anywhere."},{"startTime":1199.88,"endTime":1203.66,"body":"The second is the audience you have to"},{"startTime":1199.88,"endTime":1203.66,"body":"target the right people to third are the"},{"startTime":1203.661,"endTime":1207.9,"body":"ads. And the creative in the fourth is"},{"startTime":1203.661,"endTime":1207.9,"body":"the actual technical components of it."},{"startTime":1207.901,"endTime":1212.57,"body":"This is the, the workflow, the setup and"},{"startTime":1207.901,"endTime":1212.57,"body":"the optimization of those ad campaigns."},{"startTime":1212.95,"endTime":1214.85,"body":"And the reason this is"},{"startTime":1212.95,"endTime":1214.85,"body":"to the very, very top."},{"startTime":1214.851,"endTime":1218.73,"body":"And this is the smallest piece is"},{"startTime":1214.851,"endTime":1218.73,"body":"because it has the least impact on the"},{"startTime":1218.89,"endTime":1219.691,"body":"campaign. You know,"},{"startTime":1219.691,"endTime":1223.49,"body":"we've set up campaigns where we"},{"startTime":1219.691,"endTime":1223.49,"body":"accidentally forget to check boxes and we"},{"startTime":1223.81,"endTime":1227.05,"body":"actually, we hit expansion or"},{"startTime":1223.81,"endTime":1227.05,"body":"we forget to set an age range,"},{"startTime":1227.15,"endTime":1229.97,"body":"or we forget to even select some"},{"startTime":1227.15,"endTime":1229.97,"body":"of the targeting sometimes. And,"},{"startTime":1230.25,"endTime":1232.01,"body":"and we don't select the"},{"startTime":1230.25,"endTime":1232.01,"body":"exact criteria in a,"},{"startTime":1232.08,"endTime":1236.4,"body":"our workflow is set up improperly and we"},{"startTime":1232.08,"endTime":1236.4,"body":"still see the campaigns do really well"},{"startTime":1236.401,"endTime":1239.96,"body":"because the offer was good."},{"startTime":1236.401,"endTime":1239.96,"body":"The audiences were were great,"},{"startTime":1240.26,"endTime":1243.4,"body":"and the ads were relevant to those"},{"startTime":1240.26,"endTime":1243.4,"body":"audiences and the offer was good. So,"},{"startTime":1243.5,"endTime":1248.32,"body":"so you can have a bad workflow and"},{"startTime":1243.5,"endTime":1248.32,"body":"it will get you to a certain point."},{"startTime":1248.46,"endTime":1250.88,"body":"Now, when you start spending"},{"startTime":1248.46,"endTime":1250.88,"body":"a higher volume of ad dollars,"},{"startTime":1250.881,"endTime":1254.32,"body":"when you start to exceed thousand dollars"},{"startTime":1250.881,"endTime":1254.32,"body":"a day in ad spend your workflow has to"},{"startTime":1254.321,"endTime":1256.2,"body":"be tightened up to really"},{"startTime":1254.321,"endTime":1256.2,"body":"scale and be profitable."},{"startTime":1256.58,"endTime":1261.24,"body":"But I wanna show you and tell you that"},{"startTime":1256.58,"endTime":1261.24,"body":"the workflow has the least impact on your"},{"startTime":1261.241,"endTime":1265.72,"body":"actual campaigns. The other"},{"startTime":1261.241,"endTime":1265.72,"body":"components are much more impactful."},{"startTime":1265.86,"endTime":1269.63,"body":"So workflow is a component and"},{"startTime":1265.86,"endTime":1269.63,"body":"the optimization is a component."},{"startTime":1269.83,"endTime":1272.51,"body":"And the setup is a component like all"},{"startTime":1269.83,"endTime":1272.51,"body":"those within workflow or components,"},{"startTime":1272.511,"endTime":1275.79,"body":"however, it has at least"},{"startTime":1272.511,"endTime":1275.79,"body":"impact on the overall campaign."},{"startTime":1276.05,"endTime":1278.75,"body":"So what does it look like"},{"startTime":1276.05,"endTime":1278.75,"body":"in a setup standpoint?"},{"startTime":1278.85,"endTime":1283.71,"body":"So a setup is going to look like the"},{"startTime":1278.85,"endTime":1283.71,"body":"actual mechanics of what you're clicking"},{"startTime":1283.97,"endTime":1288.46,"body":"in Facebook when you're setting up a"},{"startTime":1283.97,"endTime":1288.46,"body":"campaign, or if you're using Google,"},{"startTime":1288.93,"endTime":1291.9,"body":"what the, what me, what buttons"},{"startTime":1288.93,"endTime":1291.9,"body":"you're actually selecting,"},{"startTime":1291.901,"endTime":1295.34,"body":"what targeting options you're actually"},{"startTime":1291.901,"endTime":1295.34,"body":"selecting. And so when we look at setup,"},{"startTime":1295.36,"endTime":1297.7,"body":"we look at a few things we"},{"startTime":1295.36,"endTime":1297.7,"body":"look at what's the objective,"},{"startTime":1297.87,"endTime":1302.18,"body":"which usually is conversions for"},{"startTime":1297.87,"endTime":1302.18,"body":"purchase or leads. What's the budget,"},{"startTime":1303.28,"endTime":1307.02,"body":"what's the, are we doing dynamic creative"},{"startTime":1303.28,"endTime":1307.02,"body":"on, are we doing dynamic CRAO off?"},{"startTime":1307.021,"endTime":1309.21,"body":"Which just so you know, uh,"},{"startTime":1309.23,"endTime":1311.89,"body":"we don't do dynamic creative for"},{"startTime":1309.23,"endTime":1311.89,"body":"anything other than retargeting."},{"startTime":1312.52,"endTime":1316.41,"body":"When is this gonna start? When is this"},{"startTime":1312.52,"endTime":1316.41,"body":"gonna end? What locations am I targeting?"},{"startTime":1316.411,"endTime":1319.77,"body":"Are we turning on expansion? Or am we"},{"startTime":1316.411,"endTime":1319.77,"body":"keeping it off? If I even have the option?"},{"startTime":1319.771,"endTime":1322.65,"body":"Because some accounts don't have"},{"startTime":1319.771,"endTime":1322.65,"body":"that option. It's just always on, uh,"},{"startTime":1322.651,"endTime":1325.89,"body":"what are the placements? Uh, what"},{"startTime":1322.651,"endTime":1325.89,"body":"UTMs am I gonna use? Which by the way,"},{"startTime":1325.891,"endTime":1330.84,"body":"you should always be using U and"},{"startTime":1325.891,"endTime":1330.84,"body":"parameters, always 100% of your ads."},{"startTime":1330.98,"endTime":1334.8,"body":"And so that is the setup. That's the"},{"startTime":1330.98,"endTime":1334.8,"body":"mechanics. And as you can tell, it's easy."},{"startTime":1334.88,"endTime":1336.6,"body":"I could, I listed that"},{"startTime":1334.88,"endTime":1336.6,"body":"off in like 30 seconds."},{"startTime":1336.78,"endTime":1340.64,"body":"So to actually select those"},{"startTime":1336.78,"endTime":1340.64,"body":"is not a whole lot of work."},{"startTime":1340.78,"endTime":1343.72,"body":"And so that's what that is the four"},{"startTime":1340.78,"endTime":1343.72,"body":"that is the smallest component."},{"startTime":1344.02,"endTime":1346.12,"body":"So within that, we have the"},{"startTime":1344.02,"endTime":1346.12,"body":"setup which we just talked about,"},{"startTime":1346.22,"endTime":1350.23,"body":"and then we have the optimization."},{"startTime":1346.22,"endTime":1350.23,"body":"How often are you making ad edits?"},{"startTime":1350.231,"endTime":1355.03,"body":"How often are you, uh, making major"},{"startTime":1350.231,"endTime":1355.03,"body":"changes, cycling in new campaigns,"},{"startTime":1355.52,"endTime":1358.15,"body":"going and deciding to create new, uh,"},{"startTime":1358.33,"endTime":1361.99,"body":"new ads for those audiences and those"},{"startTime":1358.33,"endTime":1361.99,"body":"problems deciding when you're gonna cycle"},{"startTime":1362.05,"endTime":1363.51,"body":"in new audiences,"},{"startTime":1363.511,"endTime":1366.15,"body":"which I'm not gonna spend this whole"},{"startTime":1363.511,"endTime":1366.15,"body":"episode talking through the optimization"},{"startTime":1366.151,"endTime":1367.47,"body":"process, but those are the,"},{"startTime":1368.47,"endTime":1372.1,"body":"those are the things in the workflow"},{"startTime":1368.47,"endTime":1372.1,"body":"component that you need to look at."},{"startTime":1372.12,"endTime":1374.38,"body":"So to kind of recap here,"},{"startTime":1375.11,"endTime":1379.38,"body":"every great ad campaign has these"},{"startTime":1375.11,"endTime":1379.38,"body":"four components. We have the offer,"},{"startTime":1379.381,"endTime":1384.02,"body":"which is the product and the promo. We"},{"startTime":1379.381,"endTime":1384.02,"body":"have the audience, which has three types."},{"startTime":1384.04,"endTime":1386.9,"body":"We have the cold, warm and hot audiences."},{"startTime":1387.02,"endTime":1388.54,"body":"So we have to determine who"},{"startTime":1387.02,"endTime":1388.54,"body":"are we gonna target with this?"},{"startTime":1388.72,"endTime":1392.37,"body":"We have the ad which consists"},{"startTime":1388.72,"endTime":1392.37,"body":"of the copy and the creative."},{"startTime":1392.4,"endTime":1396.17,"body":"Most of the time we have our copy"},{"startTime":1392.4,"endTime":1396.17,"body":"guide, what the creatives look like."},{"startTime":1396.171,"endTime":1400.37,"body":"So they tell the same story. And the"},{"startTime":1396.171,"endTime":1400.37,"body":"fourth and final thing is the workflow."},{"startTime":1400.4,"endTime":1403.29,"body":"This has a least impact on your"},{"startTime":1400.4,"endTime":1403.29,"body":"campaign, but it is still important."},{"startTime":1403.39,"endTime":1406.17,"body":"And that consists of the"},{"startTime":1403.39,"endTime":1406.17,"body":"setup of the actual campaign,"},{"startTime":1406.171,"endTime":1410.92,"body":"meaning the mechanics and the actual"},{"startTime":1406.171,"endTime":1410.92,"body":"optimization, how often you do it,"},{"startTime":1411.03,"endTime":1414.72,"body":"what that looks like and the decisions"},{"startTime":1411.03,"endTime":1414.72,"body":"that you make as you manage your"},{"startTime":1415.16,"endTime":1420.04,"body":"campaigns. My friends, you"},{"startTime":1415.16,"endTime":1420.04,"body":"have been look listening,"},{"startTime":1420.26,"endTime":1422.08,"body":"not looking. Maybe you're"},{"startTime":1420.26,"endTime":1422.08,"body":"looking at your on YouTube,"},{"startTime":1422.081,"endTime":1426.48,"body":"but you've been listening to the"},{"startTime":1422.081,"endTime":1426.48,"body":"e-commerce alley podcast. I'm your host,"},{"startTime":1426.481,"endTime":1428.6,"body":"Josh coffee. I'm grateful"},{"startTime":1426.481,"endTime":1428.6,"body":"that you were here with me."},{"startTime":1429.0,"endTime":1430.92,"body":"I wanna give a huge"},{"startTime":1429.0,"endTime":1430.92,"body":"shoutout to our producer."},{"startTime":1431.44,"endTime":1434.6,"body":"Dylan counts behind the scenes"},{"startTime":1431.44,"endTime":1434.6,"body":"that you haven't heard or seen."},{"startTime":1434.66,"endTime":1439.6,"body":"But one day I promise you he's real and"},{"startTime":1434.66,"endTime":1439.6,"body":"you'll get to experience his legendary,"},{"startTime":1439.96,"endTime":1440.14,"body":"this."},{"startTime":1440.14,"endTime":1444.95,"body":"You can check out more about this episode"},{"startTime":1440.14,"endTime":1444.95,"body":"by going to Ali podcast.com J join our"},{"startTime":1444.951,"endTime":1448.07,"body":"free group at Ali podcast.com/group."},{"startTime":1448.93,"endTime":1450.31,"body":"And I will see you next time."}]}