{"version":"1.0.0","segments":[{"startTime":0.0,"endTime":1.56,"body":"Hello and welcome back to the podcast."},{"startTime":1.56,"endTime":4.92,"body":"Let's run Facebook cards"},{"startTime":1.56,"endTime":4.92,"body":"podcast with myself Nick Boddington."},{"startTime":5.32,"endTime":9.44,"body":"Today"},{"startTime":5.32,"endTime":9.44,"body":"I want to talk to you guys about leads."},{"startTime":9.72,"endTime":12.64,"body":"leads is a massive thing"},{"startTime":9.72,"endTime":12.64,"body":"in the Facebook world at the moment."},{"startTime":12.64,"endTime":16.32,"body":"Most my advertisers want to get more and"},{"startTime":12.64,"endTime":16.32,"body":"more leads as if they're not e-commerce."},{"startTime":17.2,"endTime":21.32,"body":"And there's always"},{"startTime":17.2,"endTime":21.32,"body":"there's always talk about"},{"startTime":22.24,"endTime":25.24,"body":"talk about how we can improve,"},{"startTime":26.16,"endTime":29.32,"body":"Facebook leads, improving"},{"startTime":26.16,"endTime":29.32,"body":"our Facebook leads for what reasons?"},{"startTime":29.32,"endTime":32.56,"body":"Well, the reasons that people get annoyed"},{"startTime":32.56,"endTime":35.56,"body":"with Facebook leads"},{"startTime":32.56,"endTime":35.56,"body":"is there's too many bots."},{"startTime":35.56,"endTime":38.48,"body":"It's not the right demographic."},{"startTime":38.48,"endTime":40.0,"body":"It's not the right age group."},{"startTime":40.0,"endTime":41.4,"body":"The location's wrong."},{"startTime":41.4,"endTime":44.28,"body":"They're too far out."},{"startTime":41.4,"endTime":44.28,"body":"They can't afford my product."},{"startTime":44.28,"endTime":47.28,"body":"These are things"},{"startTime":44.28,"endTime":47.28,"body":"that if you run Facebook leads yourself,"},{"startTime":47.32,"endTime":50.52,"body":"you know that these are"},{"startTime":47.32,"endTime":50.52,"body":"some of the problems that you come across."},{"startTime":50.84,"endTime":51.96,"body":"So how do we fix this?"},{"startTime":51.96,"endTime":55.32,"body":"Well, I want to go over a number of things"},{"startTime":51.96,"endTime":55.32,"body":"which are going to help determine"},{"startTime":55.64,"endTime":59.08,"body":"you getting better quality leads,"},{"startTime":55.64,"endTime":59.08,"body":"whether it's an instant form"},{"startTime":59.08,"endTime":62.12,"body":"or whether it's a Facebook website form,"},{"startTime":59.08,"endTime":62.12,"body":"this isn't going to be this podcast"},{"startTime":62.12,"endTime":65.2,"body":"isn't like the last one where"},{"startTime":62.12,"endTime":65.2,"body":"I'm talking about what's better versus"},{"startTime":66.0,"endTime":68.84,"body":"this is about whichever"},{"startTime":66.0,"endTime":68.84,"body":"one you're going to use."},{"startTime":68.84,"endTime":71.0,"body":"What do you need to pay attention to?"},{"startTime":71.0,"endTime":73.72,"body":"Copy and creative are by far"},{"startTime":73.72,"endTime":76.92,"body":"number one on this list of things"},{"startTime":73.72,"endTime":76.92,"body":"to pay attention to."},{"startTime":77.04,"endTime":78.48,"body":"This helps you really,"},{"startTime":79.56,"endTime":80.32,"body":"target."},{"startTime":80.32,"endTime":83.88,"body":"So if you listen to a couple of podcasts"},{"startTime":80.32,"endTime":83.88,"body":"ago, I'm talking about creative."},{"startTime":84.24,"endTime":87.08,"body":"The targeting in metros is diminishing."},{"startTime":87.08,"endTime":87.36,"body":"Okay."},{"startTime":87.36,"endTime":90.36,"body":"We can still do things,"},{"startTime":87.36,"endTime":90.36,"body":"but in so many different accounts I have,"},{"startTime":90.44,"endTime":93.6,"body":"but I have access to"},{"startTime":90.44,"endTime":93.6,"body":"there are things changing on more."},{"startTime":93.6,"endTime":94.44,"body":"I have to, like,"},{"startTime":94.44,"endTime":97.08,"body":"actually think a little bit"},{"startTime":94.44,"endTime":97.08,"body":"every time I go into different accounts"},{"startTime":97.08,"endTime":98.76,"body":"because something"},{"startTime":97.08,"endTime":98.76,"body":"has changed a little bit."},{"startTime":98.76,"endTime":100.64,"body":"But so the audience is diminishing."},{"startTime":100.64,"endTime":104.4,"body":"So if the audience is diminishing,"},{"startTime":100.64,"endTime":104.4,"body":"then we have to talk to our audience"},{"startTime":104.72,"endTime":106.52,"body":"in the right way. Okay."},{"startTime":106.52,"endTime":111.72,"body":"And what I mean by that is we need to talk"},{"startTime":106.52,"endTime":111.72,"body":"to who we want to become a lead."},{"startTime":112.2,"endTime":113.76,"body":"Are they qualified enough?"},{"startTime":113.76,"endTime":116.4,"body":"Are they the right demographic?"},{"startTime":113.76,"endTime":116.4,"body":"Can they afford it?"},{"startTime":116.4,"endTime":120.48,"body":"And you believe it or not,"},{"startTime":116.4,"endTime":120.48,"body":"you can do this in your copy in creative."},{"startTime":120.76,"endTime":124.6,"body":"So if you're trying to sell a product"},{"startTime":120.76,"endTime":124.6,"body":"that's $1000 or 1000 pounds"},{"startTime":124.92,"endTime":128.2,"body":"and you're finding that everyone coming in"},{"startTime":124.92,"endTime":128.2,"body":"can't afford that product,"},{"startTime":128.64,"endTime":132.56,"body":"then maybe put the price of your product"},{"startTime":128.64,"endTime":132.56,"body":"in the ad, okay,"},{"startTime":132.72,"endTime":135.8,"body":"or another one that works"},{"startTime":132.72,"endTime":135.8,"body":"where a client of mine sells"},{"startTime":135.8,"endTime":139.72,"body":"$1,000 product,"},{"startTime":135.8,"endTime":139.72,"body":"but he gets people in for the right price."},{"startTime":139.72,"endTime":144.24,"body":"And we have tested this in various ways,"},{"startTime":139.72,"endTime":144.24,"body":"is he puts a $100 off offer."},{"startTime":144.48,"endTime":146.76,"body":"So his offer is $100 off."},{"startTime":146.76,"endTime":150.04,"body":"Now, logically,"},{"startTime":146.76,"endTime":150.04,"body":"there is a assumption here,"},{"startTime":150.04,"endTime":154.76,"body":"but if someone sees $100 off,"},{"startTime":150.04,"endTime":154.76,"body":"it's not going to be off $150 product."},{"startTime":155.0,"endTime":156.56,"body":"It's going to be other products"},{"startTime":155.0,"endTime":156.56,"body":"more expensive."},{"startTime":156.56,"endTime":157.8,"body":"So immediately"},{"startTime":157.8,"endTime":160.16,"body":"you're getting rid of the people"},{"startTime":157.8,"endTime":160.16,"body":"who are only going to spend"},{"startTime":160.16,"endTime":161.92,"body":"all the tire kickers, so to speak."},{"startTime":162.96,"endTime":164.72,"body":"If you find that the age"},{"startTime":164.72,"endTime":168.6,"body":"is people are too old or too young,"},{"startTime":164.72,"endTime":168.6,"body":"let's say they're too young."},{"startTime":168.64,"endTime":168.84,"body":"Okay."},{"startTime":168.84,"endTime":173.88,"body":"If you're selling, a product which is a,"},{"startTime":168.84,"endTime":173.88,"body":"age defined to the older generation,"},{"startTime":174.0,"endTime":178.4,"body":"then have a picture of the older"},{"startTime":174.0,"endTime":178.4,"body":"generation in your ad or your video."},{"startTime":179.04,"endTime":181.44,"body":"That way the younger generation aren't"},{"startTime":181.44,"endTime":182.88,"body":"going to click it"},{"startTime":181.44,"endTime":182.88,"body":"because it's not attract them."},{"startTime":182.88,"endTime":187.48,"body":"And so you can these are little things"},{"startTime":182.88,"endTime":187.48,"body":"that you need to think about when creating"},{"startTime":187.48,"endTime":192.4,"body":"your creative from an image or video"},{"startTime":187.48,"endTime":192.4,"body":"point of view is who you're talking to"},{"startTime":192.6,"endTime":195.6,"body":"and more importantly,"},{"startTime":192.6,"endTime":195.6,"body":"who do you want to come in?"},{"startTime":195.6,"endTime":198.64,"body":"So the days, the days of being able to go,"},{"startTime":199.28,"endTime":200.6,"body":"and there's something else"},{"startTime":199.28,"endTime":200.6,"body":"I'll get someone on my"},{"startTime":200.6,"endTime":204.36,"body":"the podcast coming is"},{"startTime":200.6,"endTime":204.36,"body":"when we're talking about age is like,"},{"startTime":204.36,"endTime":207.88,"body":"we need to leave this open more and more"},{"startTime":204.36,"endTime":207.88,"body":"as a matter of saying to us and as"},{"startTime":208.28,"endTime":211.64,"body":"advertisers and experts like ourselves,"},{"startTime":208.28,"endTime":211.64,"body":"we're saying, keep things open."},{"startTime":212.24,"endTime":216.4,"body":"If you don't need to go 23 to 55,"},{"startTime":212.24,"endTime":216.4,"body":"just keep it open."},{"startTime":216.4,"endTime":220.16,"body":"Unless you come across other problems"},{"startTime":216.4,"endTime":220.16,"body":"where most of your budget is being spent"},{"startTime":220.32,"endTime":221.44,"body":"to the wrong demographic."},{"startTime":221.44,"endTime":224.44,"body":"But that's usually coming into the way"},{"startTime":221.44,"endTime":224.44,"body":"you're building the ads."},{"startTime":224.64,"endTime":227.44,"body":"So the copy, who we're talking to"},{"startTime":227.44,"endTime":230.44,"body":"and who we want to click through, the age,"},{"startTime":230.8,"endTime":235.52,"body":"the location, you know, move it into,"},{"startTime":230.8,"endTime":235.52,"body":"move the location tighter."},{"startTime":235.52,"endTime":238.24,"body":"But also the rules are setting in"},{"startTime":235.52,"endTime":238.24,"body":"in your ads manager,"},{"startTime":238.24,"endTime":241.92,"body":"it says people who've visited"},{"startTime":238.24,"endTime":241.92,"body":"or live in the in that location."},{"startTime":241.92,"endTime":244.92,"body":"So you might find that"},{"startTime":241.92,"endTime":244.92,"body":"someone saw the ad whilst they're"},{"startTime":245.08,"endTime":249.12,"body":"in a particular location,"},{"startTime":245.08,"endTime":249.12,"body":"but they did a 5050 mile south of there."},{"startTime":250.32,"endTime":252.56,"body":"Unfortunately"},{"startTime":250.32,"endTime":252.56,"body":"we can't take that off anymore."},{"startTime":252.56,"endTime":255.2,"body":"So that's something"},{"startTime":252.56,"endTime":255.2,"body":"to come to come into fruition."},{"startTime":255.2,"endTime":256.08,"body":"Okay."},{"startTime":256.08,"endTime":258.48,"body":"And then we discussed your offer."},{"startTime":258.48,"endTime":261.12,"body":"So your offer is number two."},{"startTime":258.48,"endTime":261.12,"body":"I've already kind of done that."},{"startTime":261.12,"endTime":265.56,"body":"Make it your offer viable for the people"},{"startTime":261.12,"endTime":265.56,"body":"you'll want to come through."},{"startTime":265.72,"endTime":268.76,"body":"As I said, if it's if they're coming"},{"startTime":265.72,"endTime":268.76,"body":"through to shape you finally."},{"startTime":268.76,"endTime":270.0,"body":"No can afford it."},{"startTime":270.0,"endTime":273.48,"body":"Make the offer about the"},{"startTime":270.0,"endTime":273.48,"body":"the price higher of the offer."},{"startTime":273.48,"endTime":273.88,"body":"Okay."},{"startTime":273.88,"endTime":277.2,"body":"So it's 50% discount was 2000."},{"startTime":277.2,"endTime":278.76,"body":"Now a thousand whatever it might be."},{"startTime":278.76,"endTime":279.96,"body":"Try different things."},{"startTime":279.96,"endTime":285.32,"body":"Try a little lozenge or a star"},{"startTime":279.96,"endTime":285.32,"body":"or a, a discount on the actual offer"},{"startTime":285.32,"endTime":288.32,"body":"or the video"},{"startTime":285.32,"endTime":288.32,"body":"to help bring in the right people."},{"startTime":288.44,"endTime":289.48,"body":"Demographics."},{"startTime":289.48,"endTime":293.32,"body":"As I've said, we want to look at people"},{"startTime":289.48,"endTime":293.32,"body":"who are in the right demographic."},{"startTime":293.32,"endTime":293.64,"body":"Okay."},{"startTime":293.64,"endTime":296.96,"body":"So if you're if you're only going"},{"startTime":293.64,"endTime":296.96,"body":"for between ages, between 20"},{"startTime":296.96,"endTime":300.44,"body":"and 50, then you could change your aged"},{"startTime":296.96,"endTime":300.44,"body":"between 2 and 50."},{"startTime":300.44,"endTime":301.68,"body":"But like I just mentioned,"},{"startTime":301.68,"endTime":305.32,"body":"the algorithm is kind of working against"},{"startTime":301.68,"endTime":305.32,"body":"us a little bit to do this."},{"startTime":305.48,"endTime":307.28,"body":"So you could then put in your copy."},{"startTime":307.28,"endTime":309.52,"body":"able to at age between 20 and 50."},{"startTime":309.52,"endTime":311.88,"body":"If so this product is for you."},{"startTime":311.88,"endTime":315.08,"body":"So talk to them. Bring them out okay."},{"startTime":316.24,"endTime":318.84,"body":"So the one thing you could find,"},{"startTime":316.24,"endTime":318.84,"body":"which is something that I have found"},{"startTime":318.84,"endTime":321.04,"body":"in other ad accounts"},{"startTime":318.84,"endTime":321.04,"body":"when running campaigns,"},{"startTime":321.04,"endTime":324.64,"body":"is that when I have kept it open,"},{"startTime":321.04,"endTime":324.64,"body":"I found that a lot of my"},{"startTime":324.76,"endTime":327.76,"body":"because of optimize for the,"},{"startTime":328.4,"endTime":330.56,"body":"the most amount of leads, Facebook"},{"startTime":330.56,"endTime":334.32,"body":"is actually getting most of my leads"},{"startTime":330.56,"endTime":334.32,"body":"from the higher age group demographic"},{"startTime":334.44,"endTime":337.08,"body":"because on that particular campaign,"},{"startTime":334.44,"endTime":337.08,"body":"they're coming through cheaper."},{"startTime":337.08,"endTime":341.76,"body":"So then I've had to lower it down to 50"},{"startTime":337.08,"endTime":341.76,"body":"because I didn't want plus 50s coming in."},{"startTime":342.16,"endTime":343.56,"body":"Okay, location."},{"startTime":343.56,"endTime":346.76,"body":"We've just discussed that"},{"startTime":343.56,"endTime":346.76,"body":"and then we've got question volume."},{"startTime":346.76,"endTime":350.16,"body":"So on your lead form comes down to"},{"startTime":350.44,"endTime":354.0,"body":"whether you're using an instant form"},{"startTime":350.44,"endTime":354.0,"body":"or whether you're doing an on Facebook."},{"startTime":354.0,"endTime":355.68,"body":"Sorry, it needs to form on Facebook"},{"startTime":355.68,"endTime":358.68,"body":"or whether you're doing a landing page"},{"startTime":355.68,"endTime":358.68,"body":"on your website."},{"startTime":358.76,"endTime":360.4,"body":"Ask questions."},{"startTime":360.4,"endTime":363.48,"body":"So ask particular questions"},{"startTime":360.4,"endTime":363.48,"body":"that are going to start"},{"startTime":363.48,"endTime":365.4,"body":"bringing out the right demographic."},{"startTime":365.4,"endTime":366.96,"body":"So if you start asking them questions,"},{"startTime":368.64,"endTime":371.64,"body":"about how they're living their life,"},{"startTime":371.96,"endTime":376.48,"body":"what their food say, whatever"},{"startTime":371.96,"endTime":376.48,"body":"it might be that constitutes them"},{"startTime":376.48,"endTime":378.12,"body":"filling in your form,"},{"startTime":378.12,"endTime":382.08,"body":"you can then drop in certain things that"},{"startTime":378.12,"endTime":382.08,"body":"are going to help the quality of that."},{"startTime":382.2,"endTime":386.28,"body":"Now, you can help the quality"},{"startTime":382.2,"endTime":386.28,"body":"by knocking out people who aren't right."},{"startTime":386.72,"endTime":389.72,"body":"But also you're going to find out"},{"startTime":386.72,"endTime":389.72,"body":"more and more about people."},{"startTime":390.0,"endTime":391.72,"body":"There's a reason why that's good."},{"startTime":391.72,"endTime":394.72,"body":"If you're just asking someone"},{"startTime":391.72,"endTime":394.72,"body":"for their name and email."},{"startTime":394.8,"endTime":398.52,"body":"It's really simple for someone"},{"startTime":394.8,"endTime":398.52,"body":"to come through and fill that form in."},{"startTime":399.44,"endTime":402.76,"body":"If you're asking"},{"startTime":399.44,"endTime":402.76,"body":"for other types of questions"},{"startTime":402.76,"endTime":405.84,"body":"and whether that's one, two, three, four,"},{"startTime":402.76,"endTime":405.84,"body":"or five questions on"},{"startTime":405.84,"endTime":408.84,"body":"top of that, you're going to find out."},{"startTime":409.04,"endTime":410.92,"body":"You're going to find out more."},{"startTime":410.92,"endTime":413.88,"body":"You're going to make someone"},{"startTime":410.92,"endTime":413.88,"body":"more qualified to come through."},{"startTime":413.88,"endTime":414.92,"body":"Does that make sense?"},{"startTime":414.92,"endTime":418.2,"body":"So if someone's going to take the time"},{"startTime":414.92,"endTime":418.2,"body":"to read your question and answer it,"},{"startTime":418.2,"endTime":423.36,"body":"whether it's a drop down multiple choice"},{"startTime":418.2,"endTime":423.36,"body":"or actually a free text form, that person"},{"startTime":423.36,"endTime":427.12,"body":"having to spend more time so we get is"},{"startTime":423.36,"endTime":427.12,"body":"what was called a higher intent."},{"startTime":427.4,"endTime":431.16,"body":"And on an instant form I actually ask you,"},{"startTime":427.4,"endTime":431.16,"body":"you're actually can choose the option"},{"startTime":431.16,"endTime":435.72,"body":"of higher intent or rich creative,"},{"startTime":431.16,"endTime":435.72,"body":"which means you can ask more things,"},{"startTime":436.0,"endTime":438.4,"body":"which gets a higher intent lead"},{"startTime":436.0,"endTime":438.4,"body":"coming through."},{"startTime":438.4,"endTime":440.68,"body":"You are going to lose some"},{"startTime":438.4,"endTime":440.68,"body":"because some people can't be bothered."},{"startTime":440.68,"endTime":443.68,"body":"But then that's the that's the ones"},{"startTime":440.68,"endTime":443.68,"body":"who aren't the higher intent."},{"startTime":443.72,"endTime":446.72,"body":"So you could look at those questions,"},{"startTime":446.92,"endTime":450.8,"body":"the volume of questions,"},{"startTime":446.92,"endTime":450.8,"body":"and then you've got the question quality."},{"startTime":450.88,"endTime":452.08,"body":"So it's a type of question."},{"startTime":452.08,"endTime":454.16,"body":"So you've got the volume of questions"},{"startTime":452.08,"endTime":454.16,"body":"you might ask."},{"startTime":454.16,"endTime":456.36,"body":"So first name last name email"},{"startTime":457.32,"endTime":458.72,"body":"telephone number"},{"startTime":458.72,"endTime":462.68,"body":"location and then some other things to do"},{"startTime":458.72,"endTime":462.68,"body":"with your little survey."},{"startTime":462.96,"endTime":466.44,"body":"Or then you can go into the question"},{"startTime":462.96,"endTime":466.44,"body":"quality of what you're going to ask"},{"startTime":466.6,"endTime":469.84,"body":"during that survey"},{"startTime":466.6,"endTime":469.84,"body":"to get more out of someone as well."},{"startTime":470.24,"endTime":471.36,"body":"Two things it's going to do here."},{"startTime":471.36,"endTime":472.84,"body":"It's going to help"},{"startTime":471.36,"endTime":472.84,"body":"with the quality of the leads"},{"startTime":472.84,"endTime":476.4,"body":"that are coming through, but"},{"startTime":472.84,"endTime":476.4,"body":"it's also going to give you more knowledge"},{"startTime":476.88,"endTime":480.48,"body":"when you go back to someone,"},{"startTime":476.88,"endTime":480.48,"body":"and make that lead better"},{"startTime":480.64,"endTime":483.96,"body":"and close, hopefully quicker"},{"startTime":480.64,"endTime":483.96,"body":"because we know more about them."},{"startTime":485.04,"endTime":487.76,"body":"So, we want to look"},{"startTime":485.04,"endTime":487.76,"body":"at those sort of things"},{"startTime":487.76,"endTime":489.28,"body":"that we want to look"},{"startTime":487.76,"endTime":489.28,"body":"at the confirmation page"},{"startTime":489.28,"endTime":493.44,"body":"now, confirmation pages, obviously"},{"startTime":489.28,"endTime":493.44,"body":"something that after you've taken lead."},{"startTime":493.44,"endTime":494.36,"body":"So we're hoping"},{"startTime":494.36,"endTime":497.68,"body":"that we've qualified ideally better"},{"startTime":494.36,"endTime":497.68,"body":"and got better quality coming through."},{"startTime":498.12,"endTime":501.68,"body":"Now the confirmation page,"},{"startTime":498.12,"endTime":501.68,"body":"which is essentially a thank you"},{"startTime":501.68,"endTime":504.2,"body":"page, is to keep this person hot."},{"startTime":504.2,"endTime":507.92,"body":"Now if they if they qualified"},{"startTime":504.2,"endTime":507.92,"body":"and they've become a lead"},{"startTime":508.2,"endTime":510.36,"body":"that that's that's the hottest"},{"startTime":508.2,"endTime":510.36,"body":"they can be."},{"startTime":510.36,"endTime":510.92,"body":"Right."},{"startTime":510.92,"endTime":512.76,"body":"So let's stay on that warmth."},{"startTime":512.76,"endTime":514.8,"body":"Let's get them to do more things."},{"startTime":514.8,"endTime":517.08,"body":"Let's"},{"startTime":514.8,"endTime":517.08,"body":"if you want them to get like for mine,"},{"startTime":517.08,"endTime":518.76,"body":"if when someone books cool with me,"},{"startTime":518.76,"endTime":522.8,"body":"I need them to add that link to the zoom"},{"startTime":518.76,"endTime":522.8,"body":"link to their calendar."},{"startTime":522.8,"endTime":524.36,"body":"Now, I find a lot of some people"},{"startTime":524.36,"endTime":527.8,"body":"go into my calls"},{"startTime":524.36,"endTime":527.8,"body":"and they haven't turned up to call on."},{"startTime":527.8,"endTime":530.24,"body":"I've text them and say,"},{"startTime":527.8,"endTime":530.24,"body":"you still wanting the call?"},{"startTime":530.24,"endTime":531.56,"body":"And they say I didn't get the link."},{"startTime":531.56,"endTime":533.0,"body":"And that's probably because I'm not."},{"startTime":533.0,"endTime":534.4,"body":"I wasn't at the time,"},{"startTime":535.56,"endTime":537.04,"body":"informing them of what to do"},{"startTime":537.04,"endTime":540.84,"body":"on the confirmation page, which now I do"},{"startTime":537.04,"endTime":540.84,"body":"because I learned from the exercise."},{"startTime":541.04,"endTime":544.32,"body":"So now they'll go to the confirmation"},{"startTime":541.04,"endTime":544.32,"body":"page, they'll see the confirmation page,"},{"startTime":544.56,"endTime":548.92,"body":"and it'll say to them, I haven't read"},{"startTime":544.56,"endTime":548.92,"body":"writing no more, but more alarming,"},{"startTime":549.24,"endTime":552.44,"body":"you will receive an email from me now"},{"startTime":549.24,"endTime":552.44,"body":"with a calendar link."},{"startTime":552.44,"endTime":555.72,"body":"Please add this link to your calendar"},{"startTime":552.44,"endTime":555.72,"body":"because I want them to."},{"startTime":555.84,"endTime":557.92,"body":"It's important"},{"startTime":555.84,"endTime":557.92,"body":"you know they've just spent eight."},{"startTime":557.92,"endTime":558.64,"body":"It's cost me money,"},{"startTime":558.64,"endTime":562.48,"body":"which could at least come through"},{"startTime":558.64,"endTime":562.48,"body":"at an average of 20 to 2030 pounds late."},{"startTime":562.72,"endTime":565.08,"body":"So that's how much it's"},{"startTime":562.72,"endTime":565.08,"body":"costing me to get a lead."},{"startTime":565.08,"endTime":568.08,"body":"If that person doesn't show up"},{"startTime":565.08,"endTime":568.08,"body":"because I haven't added to the calendar,"},{"startTime":568.32,"endTime":571.88,"body":"even though it's a qualified lead, people"},{"startTime":568.32,"endTime":571.88,"body":"just get busy in the lives I forget."},{"startTime":572.12,"endTime":576.04,"body":"So I want them to qualify even further"},{"startTime":572.12,"endTime":576.04,"body":"by adding"},{"startTime":576.44,"endTime":580.08,"body":"our date alcohol to their calendar."},{"startTime":580.08,"endTime":581.88,"body":"So I send them an email afterwards."},{"startTime":581.88,"endTime":585.08,"body":"It might be that you want to do a"},{"startTime":581.88,"endTime":585.08,"body":"a sales page afterwards."},{"startTime":585.08,"endTime":586.8,"body":"It might be one"},{"startTime":585.08,"endTime":586.8,"body":"to do some of their action,"},{"startTime":586.8,"endTime":590.76,"body":"but you can keep that hot lead"},{"startTime":586.8,"endTime":590.76,"body":"even hotter, hotter, and qualify them"},{"startTime":590.76,"endTime":595.12,"body":"even more by using your confirmation"},{"startTime":590.76,"endTime":595.12,"body":"page at the back end."},{"startTime":596.24,"endTime":599.24,"body":"Okay,"},{"startTime":596.24,"endTime":599.24,"body":"then you've got post submit an outreach."},{"startTime":599.24,"endTime":602.4,"body":"So this is where you might have"},{"startTime":599.24,"endTime":602.4,"body":"a sales team or your yourself"},{"startTime":602.6,"endTime":605.52,"body":"actually go out"},{"startTime":602.6,"endTime":605.52,"body":"and actually contact this person."},{"startTime":605.52,"endTime":606.12,"body":"Okay."},{"startTime":606.12,"endTime":610.12,"body":"So to make sure that that's better"},{"startTime":606.12,"endTime":610.12,"body":"you need to ask for better"},{"startTime":610.12,"endTime":612.44,"body":"qualified leads,"},{"startTime":610.12,"endTime":612.44,"body":"which is going to help there"},{"startTime":612.44,"endTime":614.68,"body":"and get in touch with this person"},{"startTime":612.44,"endTime":614.68,"body":"as soon as possible."},{"startTime":614.68,"endTime":618.48,"body":"So what I do on a lot of a lot of mine"},{"startTime":614.68,"endTime":618.48,"body":"is I have someone,"},{"startTime":618.64,"endTime":621.04,"body":"even though they're being asked"},{"startTime":618.64,"endTime":621.04,"body":"to add it to calendar,"},{"startTime":621.04,"endTime":625.24,"body":"I even then get someone to call up prior"},{"startTime":621.04,"endTime":625.24,"body":"to their call to make sure that they're"},{"startTime":625.24,"endTime":630.0,"body":"going to be attending it, because that's"},{"startTime":625.24,"endTime":630.0,"body":"going to help qualify the date more."},{"startTime":630.16,"endTime":633.16,"body":"It's going to get that person ready"},{"startTime":630.16,"endTime":633.16,"body":"and even warmer for my call."},{"startTime":633.28,"endTime":634.16,"body":"They know it's coming."},{"startTime":634.16,"endTime":637.88,"body":"They're going to come excited about what"},{"startTime":634.16,"endTime":637.88,"body":"we're going to learn website optimization."},{"startTime":638.08,"endTime":640.52,"body":"Do you need to optimize"},{"startTime":638.08,"endTime":640.52,"body":"for the right thing."},{"startTime":640.52,"endTime":644.24,"body":"So if we're optimizing for lead here"},{"startTime":640.52,"endTime":644.24,"body":"we need to make sure that when we're going"},{"startTime":644.24,"endTime":648.16,"body":"into our conversions"},{"startTime":644.24,"endTime":648.16,"body":"of setting up the ad that we choose lead."},{"startTime":648.32,"endTime":652.68,"body":"Now the simple mistake is here that people"},{"startTime":648.32,"endTime":652.68,"body":"can choose lead on summarization."},{"startTime":652.92,"endTime":655.88,"body":"And then then when they go to the ad set"},{"startTime":652.92,"endTime":655.88,"body":"page, they're able to"},{"startTime":655.88,"endTime":659.16,"body":"then choose"},{"startTime":655.88,"endTime":659.16,"body":"what they want to, optimize for,"},{"startTime":659.4,"endTime":663.04,"body":"and it allows them"},{"startTime":659.4,"endTime":663.04,"body":"to change the conversion event."},{"startTime":663.36,"endTime":666.36,"body":"Now you've it"},{"startTime":663.36,"endTime":666.36,"body":"automatically on default goes to lead."},{"startTime":666.68,"endTime":669.6,"body":"You don't want to go there"},{"startTime":666.68,"endTime":669.6,"body":"and then change landing page views"},{"startTime":669.6,"endTime":670.76,"body":"or purchases and things of that,"},{"startTime":670.76,"endTime":674.52,"body":"because you're going to change the whole"},{"startTime":670.76,"endTime":674.52,"body":"objective of what you're trying to do."},{"startTime":674.52,"endTime":677.8,"body":"And this is a simple mistake"},{"startTime":674.52,"endTime":677.8,"body":"where I've seen people come to me and say,"},{"startTime":677.8,"endTime":681.32,"body":"I've set this up correctly,"},{"startTime":677.8,"endTime":681.32,"body":"I'm looking at it on the first part"},{"startTime":681.32,"endTime":682.76,"body":"when I'm going to the campaign page,"},{"startTime":681.32,"endTime":682.76,"body":"I'm not."},{"startTime":682.76,"endTime":684.84,"body":"Yeah,"},{"startTime":682.76,"endTime":684.84,"body":"they have they've optimized for leads."},{"startTime":684.84,"endTime":685.68,"body":"Why aren't they getting leads?"},{"startTime":685.68,"endTime":688.68,"body":"And I start looking at some of the other"},{"startTime":685.68,"endTime":688.68,"body":"metrics first and thinking."},{"startTime":688.68,"endTime":692.52,"body":"And it's it's when I start seeing"},{"startTime":688.68,"endTime":692.52,"body":"that link clicks are so cheap"},{"startTime":692.88,"endTime":694.12,"body":"that I'm thinking, hold on a minute."},{"startTime":694.12,"endTime":697.24,"body":"They they actually optimize for traffic"},{"startTime":694.12,"endTime":697.24,"body":"or landing page views because"},{"startTime":697.24,"endTime":701.28,"body":"usually campaign isn't as cheap"},{"startTime":697.24,"endTime":701.28,"body":"as what you might see in these accounts."},{"startTime":703.0,"endTime":703.72,"body":"Okay,"},{"startTime":703.72,"endTime":707.24,"body":"so then"},{"startTime":703.72,"endTime":707.24,"body":"we want to look at some new features that"},{"startTime":707.56,"endTime":711.12,"body":"if we're using an instant"},{"startTime":707.56,"endTime":711.12,"body":"form, Facebook has now,"},{"startTime":712.0,"endTime":714.88,"body":"brought forward"},{"startTime":712.0,"endTime":714.88,"body":"to try and help this lead quality up."},{"startTime":714.88,"endTime":717.24,"body":"Now the first one is an SMS verification."},{"startTime":717.24,"endTime":720.0,"body":"Now, I've tried this a couple of times,"},{"startTime":717.24,"endTime":720.0,"body":"but I'm finding that"},{"startTime":720.0,"endTime":723.84,"body":"unless you're getting cheap leads,"},{"startTime":720.0,"endTime":723.84,"body":"it can make the lead a lot more expensive"},{"startTime":724.08,"endTime":725.72,"body":"or not get any at all."},{"startTime":725.72,"endTime":729.0,"body":"So some of my clients,"},{"startTime":725.72,"endTime":729.0,"body":"or who might be used to spending 30 to 50"},{"startTime":729.0,"endTime":732.76,"body":"pounds or dollars a day on leads,"},{"startTime":729.0,"endTime":732.76,"body":"and they're getting some leads through."},{"startTime":733.08,"endTime":735.28,"body":"If I then put this in, it can shoot."},{"startTime":735.28,"endTime":738.32,"body":"Their lead cost up so much because"},{"startTime":735.28,"endTime":738.32,"body":"a lot of people still don't do this."},{"startTime":738.32,"endTime":742.2,"body":"And what what this SMS"},{"startTime":738.32,"endTime":742.2,"body":"verification means is, is that"},{"startTime":743.16,"endTime":745.4,"body":"the prospect has seen your ad."},{"startTime":745.4,"endTime":747.2,"body":"They open up your instant form,"},{"startTime":747.2,"endTime":749.84,"body":"they start filling in rinse pool"},{"startTime":747.2,"endTime":749.84,"body":"and they complete it."},{"startTime":749.84,"endTime":752.04,"body":"And then SMS sends them a text message."},{"startTime":752.04,"endTime":755.04,"body":"The next page is that"},{"startTime":752.04,"endTime":755.04,"body":"they need to put in a code, you know, so"},{"startTime":755.04,"endTime":758.04,"body":"when we we always have to do this"},{"startTime":755.04,"endTime":758.04,"body":"with our two factor authentication"},{"startTime":758.16,"endTime":761.08,"body":"is like two factor authentication"},{"startTime":758.16,"endTime":761.08,"body":"for you to get in and get a code"},{"startTime":761.08,"endTime":762.0,"body":"sent to your phone."},{"startTime":762.0,"endTime":765.96,"body":"And then you tap it into the to Facebook"},{"startTime":762.0,"endTime":765.96,"body":"or whatever website you're using."},{"startTime":766.16,"endTime":769.16,"body":"The same thing here"},{"startTime":766.16,"endTime":769.16,"body":"happens to the prospect."},{"startTime":769.44,"endTime":771.28,"body":"So Facebook is going get great."},{"startTime":771.28,"endTime":772.24,"body":"Thank you for your lead."},{"startTime":772.24,"endTime":774.24,"body":"I just want to make sure"},{"startTime":772.24,"endTime":774.24,"body":"that you're qualified"},{"startTime":774.24,"endTime":775.84,"body":"and you're actually human and not a bot."},{"startTime":775.84,"endTime":777.6,"body":"I'm going to send you a text message,"},{"startTime":777.6,"endTime":780.6,"body":"and you can't complete this later"},{"startTime":777.6,"endTime":780.6,"body":"until you've put that number in."},{"startTime":780.6,"endTime":783.96,"body":"So there are a number of people"},{"startTime":780.6,"endTime":783.96,"body":"who who are going to ignore"},{"startTime":783.96,"endTime":787.4,"body":"that GA can't be bothered"},{"startTime":783.96,"endTime":787.4,"body":"because it's so much on a whim."},{"startTime":787.4,"endTime":788.68,"body":"That's what you find with this lead."},{"startTime":788.68,"endTime":790.8,"body":"Gen people"},{"startTime":788.68,"endTime":790.8,"body":"do so much of this on a on a whim,"},{"startTime":790.8,"endTime":794.68,"body":"which is why we're always trying"},{"startTime":790.8,"endTime":794.68,"body":"to qualify our customers more"},{"startTime":795.0,"endTime":799.2,"body":"so that is one thing that Metatron do"},{"startTime":795.0,"endTime":799.2,"body":"turn off autofill."},{"startTime":799.2,"endTime":805.04,"body":"So in your lead instant forms,"},{"startTime":799.2,"endTime":805.04,"body":"now we have the option to autofill or not."},{"startTime":805.32,"endTime":808.32,"body":"I would untick autofill. Okay."},{"startTime":808.44,"endTime":811.44,"body":"This makes the person have to write"},{"startTime":808.44,"endTime":811.44,"body":"in Nick Boddington,"},{"startTime":811.56,"endTime":814.56,"body":"Nick a letter and social"},{"startTime":811.56,"endTime":814.56,"body":"and my telephone number,"},{"startTime":814.68,"endTime":818.2,"body":"which means the human"},{"startTime":814.68,"endTime":818.2,"body":"as we know it has done that."},{"startTime":818.2,"endTime":821.96,"body":"Even if it's is a human, it's"},{"startTime":818.2,"endTime":821.96,"body":"going to qualify them in what, even more,"},{"startTime":822.2,"endTime":825.72,"body":"because we're basically getting rid of the"},{"startTime":822.2,"endTime":825.72,"body":"lazy ones who can't even bother to fill"},{"startTime":825.72,"endTime":827.16,"body":"in those those marks."},{"startTime":827.16,"endTime":830.16,"body":"So make sure you're turning autofill off"},{"startTime":830.52,"endTime":833.8,"body":"content conditional logic."},{"startTime":834.16,"endTime":838.12,"body":"This is when you're using higher intent"},{"startTime":834.16,"endTime":838.12,"body":"or rich, creative or on instant form."},{"startTime":838.44,"endTime":840.8,"body":"This allows you"},{"startTime":838.44,"endTime":840.8,"body":"to put qualifying questions in."},{"startTime":840.8,"endTime":844.24,"body":"So the first I think"},{"startTime":840.8,"endTime":844.24,"body":"it only works on the first question."},{"startTime":844.56,"endTime":849.08,"body":"If someone comes in and says, starts"},{"startTime":844.56,"endTime":849.08,"body":"your form out and you say it's"},{"startTime":849.08,"endTime":852.2,"body":"let's say they're looking for a heat pump,"},{"startTime":849.08,"endTime":852.2,"body":"how much budget do you have?"},{"startTime":852.2,"endTime":853.04,"body":"Your heat pump."},{"startTime":853.04,"endTime":857.6,"body":"And it's 0 to 5000, 5"},{"startTime":853.04,"endTime":857.6,"body":"to 10, 10 to 20, 20 to 30."},{"startTime":857.96,"endTime":860.96,"body":"And you and your client has said to you"},{"startTime":857.96,"endTime":860.96,"body":"or you yourself, you're doing it"},{"startTime":861.0,"endTime":864.52,"body":"yourself, has said, well,"},{"startTime":861.0,"endTime":864.52,"body":"I can't sell to anyone unless they're"},{"startTime":864.72,"endTime":866.44,"body":"unless they've got 10,000,"},{"startTime":866.44,"endTime":870.0,"body":"then you can make A and B"},{"startTime":866.44,"endTime":870.0,"body":"of those questions disqualify that person"},{"startTime":870.0,"endTime":873.04,"body":"and they'll go through to an end page"},{"startTime":870.0,"endTime":873.04,"body":"that says thank you for your time,"},{"startTime":873.04,"endTime":877.08,"body":"but you don't qualify"},{"startTime":873.04,"endTime":877.08,"body":"for our business services at this stage."},{"startTime":877.48,"endTime":879.44,"body":"Go to our website to learn more."},{"startTime":879.44,"endTime":883.2,"body":"But anyone who did C and D,"},{"startTime":879.44,"endTime":883.2,"body":"which is a higher, allows them to continue"},{"startTime":883.2,"endTime":884.44,"body":"filling out the form."},{"startTime":884.44,"endTime":888.08,"body":"Now as far as I know,"},{"startTime":884.44,"endTime":888.08,"body":"it is still only the first question"},{"startTime":888.44,"endTime":890.4,"body":"that, disqualifies people."},{"startTime":890.4,"endTime":891.56,"body":"So that's a really good one."},{"startTime":891.56,"endTime":893.76,"body":"And I do use this on other types."},{"startTime":893.76,"endTime":896.28,"body":"So then we've got the form types,"},{"startTime":893.76,"endTime":896.28,"body":"which is more volume."},{"startTime":896.28,"endTime":897.72,"body":"You're going to get more crap"},{"startTime":897.72,"endTime":901.16,"body":"higher in ten, which means you can get"},{"startTime":897.72,"endTime":901.16,"body":"you can do more qualifying questions."},{"startTime":901.68,"endTime":907.08,"body":"Rich creative now rich creative enables"},{"startTime":901.68,"endTime":907.08,"body":"you to make your landing page"},{"startTime":907.08,"endTime":909.48,"body":"or your instant form"},{"startTime":907.08,"endTime":909.48,"body":"more like a landing page,"},{"startTime":909.48,"endTime":913.8,"body":"so you can put some social"},{"startTime":909.48,"endTime":913.8,"body":"and social, proof in there."},{"startTime":914.0,"endTime":916.68,"body":"You can put some incentives in there,"},{"startTime":914.0,"endTime":916.68,"body":"you can put some products in there."},{"startTime":916.68,"endTime":917.92,"body":"You can see how it works."},{"startTime":917.92,"endTime":921.72,"body":"So it takes them through a much more"},{"startTime":917.92,"endTime":921.72,"body":"of a sort of structured landing page,"},{"startTime":921.72,"endTime":925.8,"body":"so to speak, as opposed to just asking"},{"startTime":921.72,"endTime":925.8,"body":"some details on a form."},{"startTime":926.04,"endTime":929.04,"body":"And then lastly chat"},{"startTime":926.04,"endTime":929.04,"body":"with leads like messenger."},{"startTime":929.04,"endTime":930.36,"body":"This is something I haven't tested,"},{"startTime":930.36,"endTime":934.4,"body":"but I actually thinking of testing"},{"startTime":930.36,"endTime":934.4,"body":"this myself, which means after someone"},{"startTime":934.4,"endTime":936.24,"body":"has filled in that lead form"},{"startTime":934.4,"endTime":936.24,"body":"and then they are hot."},{"startTime":936.24,"endTime":939.12,"body":"Like we said on the confirmation page,"},{"startTime":936.24,"endTime":939.12,"body":"they're hot."},{"startTime":939.12,"endTime":941.52,"body":"You want to get"},{"startTime":939.12,"endTime":941.52,"body":"as much out of them as possible."},{"startTime":941.52,"endTime":942.6,"body":"There is a tick box."},{"startTime":942.6,"endTime":945.84,"body":"Now you can say chat with a lead over"},{"startTime":942.6,"endTime":945.84,"body":"via messenger."},{"startTime":946.08,"endTime":949.0,"body":"If that lead that goes yes,"},{"startTime":949.0,"endTime":952.72,"body":"they can literally get a"},{"startTime":949.0,"endTime":952.72,"body":"a message will come through automatically."},{"startTime":952.92,"endTime":955.2,"body":"Your messenger will open"},{"startTime":952.92,"endTime":955.2,"body":"with a notification"},{"startTime":955.2,"endTime":958.88,"body":"saying Joe Bloggs wants a chat,"},{"startTime":955.2,"endTime":958.88,"body":"and you can start chatting with that"},{"startTime":959.04,"endTime":960.0,"body":"with that prospect."},{"startTime":961.0,"endTime":962.48,"body":"I don't"},{"startTime":961.0,"endTime":962.48,"body":"know what you might want to talk about."},{"startTime":962.48,"endTime":965.0,"body":"It was maybe like,"},{"startTime":962.48,"endTime":965.0,"body":"hey, can't wait to see you on our call."},{"startTime":965.0,"endTime":966.16,"body":"Really excited."},{"startTime":966.16,"endTime":969.44,"body":"I might send them a little"},{"startTime":966.16,"endTime":969.44,"body":"another few questions about what"},{"startTime":969.44,"endTime":971.64,"body":"I want to know about them"},{"startTime":969.44,"endTime":971.64,"body":"running Facebook ads"},{"startTime":971.64,"endTime":974.8,"body":"so I can make it more qualified"},{"startTime":971.64,"endTime":974.8,"body":"and get more out of the call."},{"startTime":974.8,"endTime":975.84,"body":"Let me jump on."},{"startTime":975.84,"endTime":977.84,"body":"You can also plug in chat bots."},{"startTime":977.84,"endTime":980.68,"body":"So there are chat bots"},{"startTime":977.84,"endTime":980.68,"body":"I think many chats one"},{"startTime":980.68,"endTime":983.4,"body":"one of them"},{"startTime":980.68,"endTime":983.4,"body":"where you can actually do questions"},{"startTime":983.4,"endTime":985.64,"body":"and actually start off a conversation"},{"startTime":983.4,"endTime":985.64,"body":"and the chat bot"},{"startTime":985.64,"endTime":988.64,"body":"will continue that conversation"},{"startTime":985.64,"endTime":988.64,"body":"as if it was human."},{"startTime":988.68,"endTime":992.12,"body":"So those are"},{"startTime":988.68,"endTime":992.12,"body":"I think I know 15 different things"},{"startTime":992.16,"endTime":994.68,"body":"I would look at to help"},{"startTime":992.16,"endTime":994.68,"body":"qualify your leads."},{"startTime":994.68,"endTime":996.88,"body":"I hope that helps."},{"startTime":994.68,"endTime":996.88,"body":"And I'll see you in the next one."}]}