Duke of Digital

035 - The Top 10 Misconceptions About Facebook Advertising with Brandon Palacios

January 16, 2020
Duke of Digital
035 - The Top 10 Misconceptions About Facebook Advertising with Brandon Palacios
Chapters
Duke of Digital
035 - The Top 10 Misconceptions About Facebook Advertising with Brandon Palacios
Jan 16, 2020
Brian Meert

Why are you not all in with Facebook ads? Raise your pinkies because today we’re talking about the top 10 misconceptions about running Facebook ads.

 Brandon Palacios

https://www.instagram.com/bigpoppabrandon/

Brian Meert

https://www.linkedin.com/in/brianmeert

Duke of Digital
https://www.dukeofdigital.com/
https://www.instagram.com/dukeofdigital/

AdvertiseMint
https://www.advertisemint.com
https://business.facebook.com/advertisemint/
https://www.facebook.com/groups/advertisemint/
https://www.instagram.com/advertisemint

Show Notes Transcript

Why are you not all in with Facebook ads? Raise your pinkies because today we’re talking about the top 10 misconceptions about running Facebook ads.

 Brandon Palacios

https://www.instagram.com/bigpoppabrandon/

Brian Meert

https://www.linkedin.com/in/brianmeert

Duke of Digital
https://www.dukeofdigital.com/
https://www.instagram.com/dukeofdigital/

AdvertiseMint
https://www.advertisemint.com
https://business.facebook.com/advertisemint/
https://www.facebook.com/groups/advertisemint/
https://www.instagram.com/advertisemint

Speaker 1:
0:00
All right. Why are you not all in when it comes to Facebook advertising? Raise your piggies because in today's episode we're discussing the top 10 misconceptions people have about Facebook ads
Speaker 2:
0:13
presented by advertisement. The Duke of digital will guide you through the rapidly changing landscape of digital marketing, social media, and how to grow your business online. To submit a question for the show, text (323) 821-2044 or visit Duke of digital.com if you need an expert to fix your ads, the friendly team at advertisement is ready to help visit advertisement. That's M I N t.com or call (844) 236-4686 to grow your business. Here's your host, Brian [inaudible].
Speaker 1:
0:52
All right. In the studio today we have Brandon Plasios. Thank you so much for being here. Thank you for having me. Oh, nice. It's a great morning. Now, Brandon is, um, he oversees our sales division at advertisement. And I wanted to have you on the podcast today because in any given week of time we have conversations with hundreds of business owners that can range from, uh, a small mom and pop to someone that's, you know, starting a Kickstarter campaign all the way up to CMOs of like fortune 500 companies, uh, that we're talking with about, you know, the process of social advertising, the elements or the benefits that they have, the options that are available to them. Um, and so what I really wanted to do was to have an episode where we could just chat about some of the things that we hear people say on, on a daily basis. Yeah, no, it's okay.
Speaker 3:
1:55
Every week. I mean, you have different types of businesses that come across asking for help, have specific questions. And I think the amount of reasons when it comes to making a decision or looking to get started, I understand you want to do your due diligence. You want to make sure you are working with a credible company. You're working with someone who's going to be a growth partner and grow with you. But um, you know, there's, there's been some interesting objections or reasons why, you know, people are, you know, held back or they're still holding on to, you know, whether they want to move forward or not. But this should be fun. I love it. So, I mean, we were,
Speaker 1:
2:32
we sat yesterday at the end of the day and we were like, all right, let's go through and we're like, let's write our top 10 list out of what we think the mr and as we started to kind of, you know, list them out and we were laughing as no, he would say something like, ah, so true. Yeah, I get that one all the time and we were going back and forth. So we wanted to share with you guys today, uh, the top 10, um, you know, misconceptions that people have now before we move on, cause I didn't know this about you, Brandon, is I was looking through the notes that were on the, for the podcast and on Instagram. You're not just Brandon, you're big Papa Brandon on Instagram.
Speaker 1:
3:11
I've worked with you forever. And I never knew that until this morning when I looked it up. Uh, I loved it. So if anyone's out there listening right now, let's get this guy more followers. Go to Instagram, big pop up, pop PA, Brandon, you know, uh, that's it. No, it's, it's full of wonderful photos about hitting up the gym and eating healthy and business and hustle. Um, it's a great, great Instagram account to follow. So make sure you, uh, you follow Brandon on that one. Okay. So Brandon, you've got the list. Um, let's do it. Top 10 misconceptions. Top 10. Starting with number 10, only old people use Facebook. Young people are never on Facebook anymore. I mean, this is how I talk with my grandma. I'm like, Hey, Grammy, what's up? Um, it's funny because I hear this a lot, right? A lot of people are like, no, Facebook's only for old people.
Speaker 1:
4:07
It's a young people or somewhere else. They're on Instagram or they're gonna take talk. Um, and while maybe there's some truth to this, I just, I, I've seen the data on the back end and it's just not accurate. I think, you know, we're in Hollywood and I think places like Hollywood or New York, they're, you know, generally on the cutting edge of Silicon Valley with all the new stuff that's coming out. But I think generally you take people on planet earth that you're trying to sell your products or services to, right. And there are still all people of all ages that utilize Facebook or are utilizing Instagram. Um, I just, I see so much data that shows the opposite of what people have said in terms of sales are still happening every day from people that are, you know, in the 13 to 18 segment.
Speaker 3:
4:53
Yeah. Yeah. I mean, I just to add to that, I don't know what people would consider old people. I mean, my mom or my parents, you know, they're getting close to retirement age. Um, they're on Facebook a lot. And for the reasons you just mentioned, you know, we want to stay in touch with family. They're, they're finding it entertaining in a way, not just to connect with family, but also seeing what's on there. Uh, current events, things like that. But I find myself checking in, um, quite a bit, you know, I mean, outside of work, obviously it's essential for what I do here, but at the same time, um, you know, I periodically check in. I mean, it's true. I'll, I'll, I'll use other social platforms a little bit more like Instagram, Snapchat, tick-tock, Twitter, but it's still relevant. There's still reasons to show up. You know, there's groups, I'm a part of the, I like to check in with, there's, um, you know, people, family, right? Uh, birthdays is a big one. Like anytime it's someone's birthday, I'm like, Oh, that's right. It's their birthday. And you know, if I don't have that person's number, I'll find myself
Speaker 1:
5:59
leaving a comment on their, on their profile. So there's still reasons and I still believe people, young people are still on Facebook. Uh, there is opportunity there. Yeah, yeah. Um, definitely don't abate. Yeah, for sure. I think Facebook is a lot like email, right? Like, it's just so big that everyone uses it. And so it's not necessarily like the hot and sexy cool new thing that's out, but it has just that mass reach where people, like most when I've talked to two teenagers or younger people, I'm like, do you have a Facebook? They're like, yeah, like they're like, I still have it. Maybe I don't use it as much as some of the other apps, but I have it. And what happens is all that data on Facebook is linked with all their data on Instagram. Right? So the minute they're on Instagram, you still have the ability to target them with any ads that you're looking through within the Facebook platform.
Speaker 1:
6:47
So I mean, I think when people are freaking out about that, I'm like, no, it's still a valuable platform. And I think any of the companies that are going after a younger demos can still find a tremendous amount of value. Um, on, I would start with Instagram, but also with Facebook as well. I don't think it's like a ghost town. Like people make it sound like it is. Yeah. Nope. All right, let's, let's move on. Uh, number nine, I'm already working with a person from Facebook. Ah, this is a, this is a good word. Um, we get this a lot. Like someone will, we'll be talking to someone. They're like, well, no, actually I'm working with a rep from Facebook. Um, and always makes us smile. Um, because we've worked hand in hand with a lot of these, these people. And generally what happens so other people can, can understand is, you know, when Facebook's hiring new people all the time, and one of the jobs that a lot of them get put into is kind of account management services where they're like, here's thousands and thousands of people who have new accounts on Facebook that are advertising.
Speaker 1:
7:51
Just email them all and say you can help them and that you're the rep. and so what happens is a way for these employees to kind of build up experience. But what happens is, man, some of the advice that's come out of the individuals that we've spoken with is horrible, horrible advice. Um, and my thought there would be that, you know, it's your money when you're advertising on Facebook and even though they're hiding behind that big brand name and they, I think they generally want to help. Um, but what happens is if you ask them how much of your own money have you spent on Facebook, the number is going to be pretty close to zero. Um, and then, uh, if you ask them, I mean the other thing there is do they get a paycheck every week? Yes. Do you lose money if there's a bad decision there? Yes. They don't, they don't lose anything. You lose all your money if what they give you is bad advice. So I don't know. What are your thoughts? No, 100%. I think you make valid points. There was actually an incidence where I had a friend, he, uh, about two to three years ago, um, I was helping him get him, get his stuff online.
Speaker 3:
8:57
Um, and just like what you mentioned, I had someone to reach out. They're like, Hey, we notice you have an account on Facebook. Uh, you know, we'd like to connect with you to see if we can help you out with some of your advertising. I was like, okay, great. Let, let's do it. Set the appointment. Yeah. Got on this conference call. Um, it was very basic advice and they were like, Oh yeah, you wanna you want to spend at least $60. That's, that's the number that gets all the results. And it just like really like in sometimes, you know, I was still kind of figuring this out, so I was just taking notes, but taking that experience and then, you know, work in here for the past, you know, plus 12 months plus I really understood the difference and also having my blueprint certification, um, which is an exam that, you know, Facebook has available to advertisers that really test you on your ability and capacity to use her whole ad platform. Um, and I think, you know, that time and experience in being here and talking to people and having these conversations, working with account managers, I really just learned, I'm like, wow, like there's no arbitrary number. There's a lot of testing that's involved, um, in what you mentioned, you know, experiences, everything in this, in this industry and this line of work.
Speaker 1:
10:13
Oh, for sure. If there's one thing I could say, um, if someone's telling you, yay, I know about Facebook ads, you'd ask them this one question, are you Facebook blueprint certified? And if the answer is no, you turn to them and say, shut your mouth. Because what happens is they're talking and they're just gonna spend, you know, you're there. It's basically taking your money, your credit card, and they're like, yeah, I know what I'm doing. I want to do it. And there does somebody say, I'm burning it because if they're making mistakes, that's your cash. It's, it's going away. So, you know, fight for that. That's a number one question you should ask. Um, and one of the things that we have is I think as a preferred agency, you know, with Facebook we have you, because we spend so much money on a Facebook platform, they give us dedicated resources, which are, you know, highly paid people inside of Facebook that their job is to help.
Speaker 1:
11:03
Make sure the agencies get everything that they need as quickly as possible because we have proven results. And so what happens is you were able to tap in to that high, high level support that someone that with a smaller ad spend wouldn't necessarily get. That's why they're getting, you know, the person that's been at Facebook for two weeks or you know, three months, they just starting out, you know, trying to build up experience. We're able to go right in and solve a lot of problems, get things reviewed or you know, on track way, way quicker than someone that's going through just a general route. 100%. Cool. Alright. What else we got
Speaker 3:
11:41
is number eight. I don't want to share my customers [inaudible] some are
Speaker 1:
11:44
data with Facebook. Ooh. Ah, yeah. Is this true? Um, there's a lot of people that are hesitant about all Facebook's a big company and they're taking people's data and selling it. And why would I want to upload the list of all my customers directly to Facebook? And from my standpoint, this is night and day in the world of advertising, meaning like billboards and radio and TV. Like you're just pushing something out there and hoping you're playing a numbers game. I hope he had his good and people respond. Um, you know, once you have the ability to upload customer or custom audiences, you can take your best segments of customers and you're only paying to reach those people through Facebook and Instagram and their partner network, which just is incredible because you're going to spend one 100 of what you're doing in other areas to be able to reach exactly the people who you want to.
Speaker 1:
12:38
Right now it's, it's, it's really advantageous. Um, the more data you have, you know, the more information you have about your customers, uh, the better off you'll be. Uh, you know, businesses that have done or have some type of book of business where they're able to refer to like, Oh, you know, these, these customers bought this type of product and you know, these customers showed this type of behavior. You put those together, you're really able to get some good results off of your ads. Yup. Yup. And really get a head start over. The person who you know is maybe starting from scratch. Does that have a whole lot to work with? Yeah. I think one thing that a lot of people don't realize is, you know, when you put the Facebook pixel on your site, um, it's tracking kind of the footsteps of where a person goes.
Speaker 1:
13:20
What they don't realize is that information is shared with Facebook, which a lot of people freak out about the upside. There is all the data from other websites like Amazon, Walmart, Costco is all shared back with Facebook as well. So if you're selling a product and there's another person somewhere that's gone to all three of those mega stores looking for a similar product, Facebook's able to see that and they're like, Oh, here's an ad for this product. Let's show it to, to that person, which is just incredibly powerful in terms of advertising and reaching the right person with the right ad, which is what Facebook's trying to solve. And people freak out being like, I don't want to share my data. And I'm like, but you get the data back from all the massive players in the industry, which is just incredible that you have access to that with smaller budgets and unpopular opinion here.
Speaker 1:
14:12
I think, I mean, just piggy backing off of what you just said, I mean, if I'm a consumer right and I'm looking for something like a specific type of product and I've gotten a Walmart, I've gotten a website, I've gone to, you know, I've done a Google search and you've shown me an alternative on my social feed or on, you know, anywhere else that I'm spending time and I deem it as a valuable product. You're doing me a service. Yeah. You know what I'm saying? Like, you know, there's, there's an element of, Oh, like all these people have my data on. It's not private, but if, you know, we're, we have, there's good intentions here, you know, from, from the business standpoint. And you know, at the end of the day, if you're a customer looking for a solution to something in some business somewhere is able to get in front of you because of all this technology.
Speaker 1:
15:00
At the end of the day, you walk away satisfied and happy. Oh, it's so true. And I think what I think is a lot of people don't realize how valuable this is and how much they actually do enjoy it on the back end, which is when they open up their newsfeeds, they're seeing ads about thing, that things that they care about. If they're interested in, I forget about this until I go to the gym and they've got TVs in front of me and I'm running, jogging on the treadmill and I look and see ad showing up for the most random stuff, retirement centers or sneakers for old people. And I'm like, man, what the heck? Like I'm not their audience at all. And that company is pain. And that's something that they would literally eliminate the waste had they focused within Facebook. Right. Um, so I dunno, I'm, I'm a big fan.
Speaker 1:
15:44
I, I, Dave and besides Facebook's got everyone's data anyway. Yeah. So lost Beth Nazi. Okay. Number seven. Yup. My billboards, my TV ads, my radio ads, my direct mail or better yet my corners spinner. Oh yeah. Work best when it comes to acquiring customers. Also, this is something that we get, you know, a lot of times people will have, will my, I've got this one thing that it already, it works best for me and I know that that's my number one form of advertising. There's nothing else on planet earth that will outperform that. I already know. I've done it for 50 years, at 30 years, 20 years. Um, you know, and I would say this right there always can be some true to that. You know, when we first started, um, our office was in Santa Monica and on the third street promenade there was a yogurt shop.
Speaker 1:
16:36
Um, and that was like a half of a block away from the third tree prominent, which is like a big outdoor mall. And they would put a sign spinner in the middle of the walkway worth hundreds and thousands of people are walking. That would just point them, Hey, there's frozen yogurt this way. And I remember seeing that being like, that's actually really good for for marketing. She's got a massive source of traffic and you put a person right in the middle and you're paying them, you know, 15 bucks an hour to spend a sign at probably is a really good, uh, marketing channel and return on investment because yeah, you're getting in front of the people that are close to wanting frozen yogurt. Um, so I understand that there are elements that can work well. I think it really generally comes down to data and that's where I think I see a lot of this argument fall apart, which is when we'll start to show them the data.
Speaker 1:
17:22
People are like, Oh, I love TV ads. We've done it. My dad did it when he ran the business and it's always what saved our company. And we'll actually show them like, you're paying $500 for a customer on TV and you're paying $40 for our customer on Facebook. Man. It's basically just comes down to cost per impressions, cost per results, which system is more efficient, but it's weird. They'll look at the data and be like, but no, but we know and it's just something that they're comfortable with. And I think, you know, the, the rules of advertising have changed. The tools within advertising have changed. Uh, there was a time I did roofing for a summer and I had to do hammer nails to tap it down. And after a week to like, here you get a nail gun. And I was like, Oh yeah, I don't want to go back. It's way more fun to do roofing with a nail gun cause you get done in half the time. It's faster, it's more efficient. Like I would never go back after using a nail gun. Um, and I think it's the same way kinda with advertising. We have these power tools. Um, I don't know.
Speaker 3:
18:23
What are your thoughts? No, yeah, 100%. You just have more control with digital. Um, you know, with a lot of the traditional methods of advertising, there's this [inaudible], there's a, there's a bit of a, there's more of a gamble, right? Cause you're serving something to the masses. You don't know, like going back to your story at the gym, you know, they're serving ads on the TVs and everything. When you're on the cardio machines, they're just trying to cast a wide net and see what sticks or see what they catch. And there's no real specificity in the message to the person that's seeing it. Um, and you know, yeah. Quite frankly, especially with younger people now, they're, they're actually used to seeing digital ads. I think that's probably probably one of the more prominent methods of advertising they're comfortable or are used to seeing. So now it's like, that doesn't even register. Yeah. Um, but you know, it all depends on what, what,
Speaker 1:
19:18
if anyone ever wants to see this inaction, find someone else that's different from you. You know, your wife, your cousin, you know, brother, family member, uh, you know, grandma and say, can I open Facebook and can I look through your account? And you will be blown away that the content and the ads that they see are nothing like the content and the ads that you see. Um, and that's what's happening kind of this personalization. It's incredible and I think people enjoy it and they find it valuable. But a lot of people forget that this is happening on a global scale with each individual person. Um, I think, you know, when it comes to this, you're, the game is to pay less, to get attention. That's what your dream, what's what you're fighting for. You're paying for his attention. So you know, to reach a thousand people you generally want to pay, the less you pay to reach those thousand people, the more efficient you're going to be on the back end if they end up taking action or finding and you want to reach the right people.
Speaker 1:
20:14
Um, so I mean, it just comes down to, you know, being efficient with your spends, finding efficient, um, ways to spend that money. And then having tools that help optimize the ad spend to what actually drives performance or the end results that you want. Yeah, exactly. All right. All right, next one. What do we got? Number six, I already know that my Google ads are working best. Yup. This is true. A lot of people will come in and they'll say, well, no, I Google ads are the very, very best. Um, and on this one, you know, I love Google. Uh, I've been doing Google advertising for hen 15, 20 years. I know. It feels like forever. Um, so I, I was a big fan when Google, that was the first platform I ever learned was Google ads. And I was like, this is so powerful compared to what was there before it.
Speaker 1:
21:02
Um, because you could target people based on specific keywords which were in relation to your business. Um, so what, what happens with this is 100%. I love Google ads. Um, I think they're viable. They should be a part of any marketing mix if you're in the digital world. Um, but what happens is a lot of times what gets lumped in is the branded terms. So this is, you know, all your marketing efforts together go into where someone's like, I know the name of the company and they type it in and look for it. And so a lot of times what happens is those, those ads on the branded terms for your company get extremely high results. And those a lot of times get blended in with everything, um, inside of Google. And I think if you actually look at your campaigns and separate that one out, a lot of times, in fact, a lot of times that we've seen Facebook will be outperforming the higher segments without the branded terms.
Speaker 1:
21:57
Yeah, yeah. No, that's great. And one thing I want to add to that, I mean, even if you are running Google ads and you know, they are successful, you know, you just imagine all the people that click your Google ad and don't convert, how are, how are you linking them up? Oh, that's great. That's a great point. I mean, you have the ability to create custom audiences based on your search traffic, which is generally very expensive. So, you know, a lot of times you're bidding for these high value keywords and you know, if nine people leave the website, you have the ability to create custom audiences on Facebook and target those specific people, which is incredible to be able to go back and then you're spending less and you're, you're doubling down on your investment to make sure that you can reach those people who are actively looking for something.
Speaker 1:
22:41
No miss opportunities here. I love it. I love it. Yeah. You know, one of the things here too also is kind of attribution question. Um, and without that it can be a whole episode on its own. But people, it's basically who gets credit for the sale. And a lot of people always want to pick whoever brings in the person last. It's probably the easiest way to track, which is why most people use it. Um, and attribution is tricky because to be able to solve it, all the big companies, YouTube and Google and Facebook and Amazon would all need to share their data with each other so that we could actually find out it'll never happen. There's companies that are trying to connect. I'm trying to solve it. These are big competitors. Uh, they're not going to be friends forever, so I don't think that attribution problem will ever be solved.
Speaker 1:
23:22
It's just a matter of something of, I think it takes a realistic approach, which is people are going to see multiple things from your company before they end up buying. And it's a matter of getting quality content, quality ads in front of people that are relevant to them and to just continually do it on an ongoing basis and watch the numbers and the data from there. But so many people are like, let's cancel everything else and only do one. And there's just study after study that's like as the absolute worst thing you can do. You need to get in front of people and there's just a numbers game that you've got to play, um, to be able to reach your target audience, bring them in, you know, work through their objections, show them value in what you're doing, um, get them to convert and then to keep them as a customer and to keep them purchasing down the road.
Speaker 1:
24:09
Yeah. It's kinda like gonna sneak an analogy here. Let's say I have a favorite exercise to get good arms, right? Like I love easy bar curls, but I know there's other ways to do curls that are going to give me great results, right? I could do the preacher curl, I could do hammers, I could do cables, I could do single arm, I could do concentrated, like there's so many ways to hit it. Um, and still get fantastic results. Like you shit. Like going back to the Google thing, like if I know Google works well, you know, if are there ways, are there other things I can do to supplement what I'm doing so I can really maximize my marketing budget and what I'm doing with everything with regards to picking up the sale. So, you know, you want to really explore everything you can do to get the most bang for your buck.
Speaker 1:
24:58
I love it. I love it. All right. What, what's next? Uh, so number five, I have an employee that can do it. Yes. Someone in house. Yeah. I've got someone in house that can handle it. Now, this comes from I think a good place, which is, you know, people or businesses are trying to be efficient. They've got areas that they need to have manage internally. A lot of times they'll hire a digital marketing manager. Um, what I don't think a lot of businesses know is, and this is complicated stuff like this, you know, the world of Google ads will, the Facebook ads and everything in between. You know, there's new companies all the time. They're trying to help or platforms or systems and it, everything changes so quick. Um, I mean, I read a book every year, I update the, a book on Facebook ads and usually within about six months someone will leave a comment and be like, Hey, this screenshot is outdated.
Speaker 1:
25:45
And it's true. Like, and I write it every single year. Uh, and it's usually about the six month time before someone will say, Hey, that's, it's different now. And I'm like, that's exactly right. Yeah. Things change very, very quickly. So I think on this one, you know, it starts from wanting to have someone managing internally. What happens in the downside to this is the cost that you pay in extra or ER, higher priced ads. And this is what I don't think a lot of businesses understand is on the backend of Facebook, you pay more if you run lame ads, ads that are boring ads that are, people don't engage with ads you say show the same ad forever and ever and they just get scrolled over the minute. People on Facebook start to scroll over your ad or you know, pass by it, Facebook starts to charge you more.
Speaker 1:
26:36
And so, I mean we have a rule a never showed the same ad more than twice to the same person, which is very difficult to be able to implement. It takes a lot of creative to be able to do that. So what happens is people don't realize that the amount that their pain is sometimes double or triple what a other, another advertiser, a competitor might be paying. That's being very aggressive with creating new content and really dialing in to the tools that Facebook has. So we see this because we work with so many different companies that a lot of times we've worked with competitors to be like, man this is straight up double like you are paying and we don't, you know, wouldn't release the results to people but we're like we've got to make some changes because you're massively overpaying and they have no clue.
Speaker 1:
27:22
Right. 100% one thing I want to add to that, I think like you said, having that in house person or giving that explain it like Hey, like I have someone in house that's taking care of it. It is coming from a good place but I don't think, you know, just based off of everything that you just said, it's a lot of work like here, like I just see what has to take place for a campaign or run successfully. You got the account managers, you got the, you got the editors, you got the graphic editors, you've got the video editors, you've got the con, you know, you got the videographers, it takes a lot of people. And you're saying, I got one person in my company that's taken care of all of that. Yeah. Like unless they're Superman, how many hours do they have in a day?
Speaker 1:
28:03
Um, you know, how fast are they moving between all tasks? Like there's, there's a lot of work that goes into it. And I'm not saying someone can't do it. I'm sure they can. But you know, the, you can't expect a 10, you know, a whole team to be able to, or one person out produce a whole team. Oh no, there's no way. No way. And even if it was Superman, you should turn to him and ask him, do you have your blueprint certification? He's managing your money. It doesn't matter who he is. That's the one question you should be like, do, do you have that? You know, I would say this too, you know, if you've got someone that's internal that's managing things. I mean, I wrote this book to try to help people. It's called a complete guide to Facebook advertising. You can find it on Amazon.
Speaker 1:
28:44
There's a 20, 20 edition, uh, that just got released about a month ago. Uh, pick it up. Um, you know, give it to them, make sure that they're understanding what is the cutting edge kind of tools and options and strategies that will help them out. Um, but it's definitely something I would say, you know, if you've got your resource internal employee, if you're a business owner, I would watch that world very closely because numbers can easily rise and you could get an answer back up. Oh watch just Facebook is charging more, which is generally not the case. They charge more when ads are bad and not performing well. So just keep an eye on that for sure. All right, what do we got? All right, next. Number four. How quickly am I going to make money with my Facebook? Oh man, I've got to thank all the online gurus that are like buy my course by course.
Speaker 1:
29:34
Cause this is where it comes from. And they bombard with, look at me, I spent a dollar on Facebook and I made $14 million now by my chorus for a, for 100 bucks. And uh, and follow me. So, you know what happens here is a lot of people will highlight the one element where they won. Like, look at me. I hit a home run and what they won't show is here's 999 times that I struck out or I tried things that didn't work. And so they give this persona that everything with Facebook just instantly will make you hoards of cash. And so people a lot of times get frustrated where they're like, well, I hired someone and uh, you know, I only made double my money. This is a huge failure. I be like, no, if you dealt with your money, like you're growing and let's keep going.
Speaker 1:
30:22
Um, so it's something that, you know, I just see and it's, it's tough because they get this, um, this idea in their mind that it's just this Facebook lotto or they're going to put in a dollar and all my problems will be solved. Um, and to some extent, the honest truth is Facebook's hard work, like what you talked about, which is easy. It takes a full team. And even with that, and there are times that we build and rebuild and rebuild based on what we see with the data, um, and be like, ah, we did this. And even if you build everything perfectly, a lot of times the Facebook algorithm can just, you know, turn an ad off or it doesn't really like one, and you've got to figure out what do we do next and what's the next step.
Speaker 3:
31:02
Yeah. Now people are eager, uh, going back to what you're saying, you know, they'll see people who have extraordinary results. I mean, it's great. They want, but it doesn't tell the whole story. You know, it's kinda like, I dunno, you could say, you know, people who post stuff on social media, you know, they show their perfect life. It's their highlight reel. You're not really seeing what happens, you know, the rest of the hours of the day or the rest of the days of the week. It's just, you know, this is the one thing that happened and it's fantastic. Take a look. You gotta there's a lot more, in other words, do your due diligence, right? Um, make sure we set the right expectations. Um, and you, so you know that, Hey, like, especially it also just depends where you're starting at, right? Like if you already have winning campaigns, um, you're ahead of the curve, but the work's not done. So, uh,
Speaker 1:
31:52
it's so true. You know, somebody said the Facebook advertising platform is incredibly powerful. Um, like I would, I guess I see videos on YouTube all the time. I think you're amazing is people that get into like a Lamborghini and they're like, and they go to hit the gas and they just, you know, we're out of control and hit like a tree because they're like, damn, this is really powerful. Like they don't understand the machine that they're in. They're new at that. And I think that that happens a lot within the Facebook world. People just get in there and be like, yeah, it's entered some zeros. Let's go. And ultimately it's, it's your, if you're the business owner, it's your Lambo. It's your money. You make sure who's driving that knows what they're doing. Yeah. All right. Number three. Oh, we're down, we're down to the top three out of it.
Speaker 1:
32:36
Facebook ads don't work for my type of business. Oh, this is, yep. This is one that, that I've gotten a lot of that people have maybe tried it one time and they're like, no, I already know. It just, it won't work for my business. Um, and I would say a lot of these people, you know, uh, you know, it can be come kind of from two things. People that have tried it or people that are just hesitant for change. Um, a lot of these are the same people that would be like the Internet's a fad and the iPhone will go away and Tesla will be bankrupt by next week. Like they just generally don't like the idea of change. And on this one, you know, it's tough because in the time which I've been doing Facebook ads for six years and the time that I've been doing it, um, I would be like, man, the amount of companies that I've seen just destroy other companies by paying less, by reaching more of their customers.
Speaker 1:
33:29
In the early days, like if I was working at Pepsi, I could go and take all of Koch's fans and target right to them. Like there was a lot of the, a lot of areas had no limits and I could for pennies, pull them over to my brand or tell them, here's my company. I didn't need to target everyone in America. I would just target my number one competitor. Woo. They would all come right over being like, Oh, look at this. There's another, you know, none of this other soda company that I'm interested in. Um, so there was a lot of ways to be able to pick stuff up. So by not changing, then it's, it's like you're just shooting yourself in the foot by allowing your competitors to jump in and use a better tool.
Speaker 3:
34:06
Yeah, no, it's, you gotta have 'em you gotta identify what's actually the problem, right? It's like if it's someone who's, you know, sits on that train of thought, like, Hey, like I, I'm just not open to this. It's my way or the highway. This has always worked. Or it's just the person who's, you know, Hey, I tried it and failed and that's why I got my guard up. Yeah. Know I got trust issues. I don't know if this is going to work or not. I got burned and then they're trying to tip toe in and you know, that's, it's, it's a tough, um, rope to walk. But at the same time, I think if you come from a place of empathy and being able to understand and seeing where they're coming from and then, you know, just taking a look at, Hey, what went wrong? What happened here? Right. Like was it because, you know, you brought someone in and you know, there wasn't periodic check-in, um, the results, you know, was there a clear communication on the results? Uh, was there mistake made? So, you know, you really got to get to the source of the issue, um, and really understand where they're coming from and where that, where that train of thought came from. Yeah. Um, and being able to address that. You, it's crazy. Cause
Speaker 1:
35:12
a lot of times I'll talk with someone, I'm like, you can tell me any, whatever your business is, there's an option for you within the world of Facebook advertising, whether it's, you know, e-commerce or mobile app installs, lead generation, uh, live events, uh, local retail, um, messenger bots to be able to have automated conversations or even branding and awareness. And there's a lot of times people are like, why would I do branding? Like, that's what the big mega companies,
Speaker 3:
35:38
you can create segments of your warmest audience, your customers or the people that have just been to your website in the last week. That's who you would run a branding campaign towards, which is awesome because you have the ability to make sure that you're reaching them every day, but you're paying much, much less than you ever would pay. You don't need to be the big mega companies that are running Superbowl ads. You are using the same tool that the companies use to run super bowl ads, but you can do it efficiently for your business no matter what your budget is. Yup. That's just, I don't know. I did it and it's good. It's good. Cool. All right. Top two. And I'm not two. All right. Number two. It's too expensive. I don't have the money. Oh man, this is, this is what it is. It was tough to figure out which one was our number one, cause this one's right up there.
Speaker 3:
36:27
They could have gone either way. Um, you know, people that are like, ah, I just don't know the money or it's too expensive. Um, you know, for me, I've always been like, you know, what's the cost if you don't advertise? Um, and that's what a lot of times people are just on the, on the, the, the fence. Um, and I'm like, man, that's it. If you don't advertise, one of two things will happen, either death of your company because no one knows about it or mediocrity. Meaning you're just settling for, Hey, I'm going to hope that someone walks by and walks in the door and I'll take what I can get. And I'm like, man, that, that seems lame to me. Cause if you're doing everything to run a business, why not just tell more people about it? Yeah, they can come in yet. And not only that is I think, you know, we're living in the greatest era of advertising and you know, being able to get in front of people at scale.
Speaker 3:
37:22
Um, you know, in a way social media and the internet has really brought us much closer together. You know, we're really hour to hour with people. The moment someone says something, if you have a, you know, a substantial fallen or brands who have a substantial following, you're able to find out when things are happening, what they're up to. So it, it's, it's, it's super important, not just for acquiring the customer, but being able to stay in front of them. One of my favorite, uh, I guess you could say mentors, there's people, someone I follow, grant Cardone, shout out GC, woo, you're watching antenna X. But uh, yeah, Xanax. One of the things that he talks about, he's like, you know, people don't know you. I can't do business with you. Yeah. And say, and just to piggyback off of that, if I know you, I forgot about you, like I could know who you are, but if I forget who you are or if you're just not registering in my world, even though we've already have some type of connection or I've maybe bought something from you, how am I supposed to do, but continue to do business with you.
Speaker 3:
38:22
So it's, it's, it's, it's really, it's, it's a cycle that never stops. You know, you go, you have to make the introduction but also stay relevant. And so you can have that. I love that you get that because I've heard
Speaker 1:
38:36
you say, Oh, other times scared money. Don't make money, which is Greg Cardone quote, which is, you know, you've got to be, um, you're courageous and look at how do I, how do I advertise or how do I put forth, um, the effort to reach new people or to communicate with the people that I want to do business? And that's really what you're doing. You're paying to communicate. Um, so many people I think view ads, you know, from the old school era, which was before the internet, which is, I'm just going to put an image in front of you and I'm going to show it to you a thousand times and eventually it'll go into your subconscious and you'll just want to buy it. Um, and it's not like that anymore. I think you've, you have the ability to relate, to interact, to communicate, um, to provide value to customers in relation to your business.
Speaker 1:
39:20
Um, and so people that are still doing it, the old school way, man are going to get spanked when it comes to what they are finding out what their pain, uh, in comparison to other, other people. So yeah, no, I just think it's, you know, a lot. Uh, another kind of, to piggyback off that, a lot of what times people ask is how much should I spend? And that's a question that they struggle to be like, how much do I need to be spending on advertising? Um, and I know like the U S small business association recommends if you're under 5 million in sales, it's about seven or 8% of your gross revenue or 10 to 12% of your net profit. Um, and I think kind of on our end, we generally recommend between new companies. Do you know, 12 to 20% of their gross revenue. Uh, and if you're established companies, it can be between six to 12%.
Speaker 1:
40:08
But you know, when you're new, you're really fighting to grow and to kind of like a tree sprouting, you want to get out and get your branches to where they can pick up sunlight. That's what you're trying to do. Um, so I would generally recommend a little bit more as you're growing. And then the established companies usually have, um, you know, a lot more systems and processes in play, more to work with. Um, and so they have, you know, it kind of comes down a little bit. They, they're not as needy or as hungry for every little drop of, of sunlight or any little drop of business. So, um, should we go to the lesson? That's it. Last one. Top one? Yup. All right. Our top reason that, ah, drum roll. Drum roll. Can you guarantee me results? Uh, the ROI? Yes. Can you guarantee me the results?
Speaker 1:
40:58
And this always makes me smile whenever I hear it. Um, this is probably the, one of the questions I've always heard the most of. And here's the answer that I give back to people on the phone, which is the only guarantee that you can get out of this is that Mark Zuckerberg is going to take your money. That's it, right? That's the only guarantee of this. If you run Facebook ads, Mark is going to take your money, he's going to show your ad on the platform and that's it. Um, it's very similar to a casino, right? Facebook is the house and the house always wins. What's different here is that Facebook has built a platform where they're like, we want you to win. We're going to win no matter what, but we want you to win and we want to help encourage the people who are winning.
Speaker 1:
41:45
And if you're doing things that help us win as well, we're going to give you some benefits. We're going to let you into our VIP program. We're going to lower the cost. Um, you know, and if you're doing things that are awkward or weird or against our policies, boom, you're cut. We're going to send security, throw you out. Right? And it really is as simple as the Facebook platform is. Um, what kind of brings back to, to kind of guarantee the results. It's it. Facebook is gonna win. Um, you know, their system and their platform is built, um, so that they always make money. Um, and if you do things right, you can make a lot of money right along with them. They can. Um, I know, I know, you know, Gary Vaynerchuk has a story where someone was asking him like, what's the ROI on social media?
Speaker 1:
42:32
And it was, uh, someone in a big brand and they were just grilling and be like, you can't prove to me the ROI. Social media. That means it's not valuable. And he's like, what's the ROI of your mother? And you said in the meeting, the lady was just like, what? How dare you is like, no, give me the dollar amount. Like what's the ROI of your mom when you fell down and she picked you up and your knee was scraped and she put a bandaid on it. When you came home from school, when a boy picked on you and she gave you a hug, like what's the ROI on that? Give me a number. And I was like, that's probably the best example I've ever heard. You know, when it comes to this is, you know, sometimes not everything can be easily tracked. And in the digital world people forget that cause they're like, I want to see every number and there is value.
Speaker 1:
43:14
You never know when you showed an ad to someone that may become your number one customer and you may view that and be like, well it was, you know, it was expensive to reach that audience. But you might have found, you know, the person that will love your company the most, um, down the road. Uh, it's just, I, I think when it comes to it, there's a lot of common sense that needs to go into this. Um, I remember walking on the Santa Monica pier a couple of years ago and no joke, one in three people were searching for Pokemon with Pokemon go. And it was when it was out as big crazy. And, um, I was like, dude, it all it took was common sense to realize this is big. Like this is really big right now and everyone is doing it. I would want to get in front of that and be like, how can I be involved in Pokemon go?
Speaker 1:
44:01
Like that's it. And I think common sense across the board is if you look out at a, a room full of people and what they're doing, they're most likely looking at their phone and you want, if you want to get in front of them, that's where you need to be is on there on their phone. Um, so I think, you know, going back to kind of results to finish this up, you know, when it comes to Facebook ads, a lot of times the row as that we see which is a return on ad spend. You know, most people just approach Facebook and they just say, let's run ads all it's not working. What happens is we always break things down into different segments. Meaning there's a group of people that have never heard anything about you before. Um, this one is the least profitable of all the segments, but it's the introductions of your company to new people that maybe didn't know about you.
Speaker 1:
44:51
So you would look at that and be like, well, it's not profitable, but you are now meeting new people and it's not designed to be profitable. It's designed to be that first introduction. Um, then there's people that have been to your website, which will you call middle of the funnel. Well, we are then trying to warm them up, um, to be like, Hey, here's our reviews. Here's things, here's other people talking about us. Here's other the reasons why we're valuable. Um, and then we have what we call the bottom of the funnel. And this is generally the warmest audience. People that have just come or they've looked at specific pages and then maybe left without completing the action in the last, you know, seven to 15 days. Um, and this is where we go very aggressive after these people. When you segment them out, you can spend more money on that bottom segment and really put a lot of work towards, Hey, you walked into our store online and you left, we did something wrong. What did we miss? What was your question? How can we talk with you? How can we interact with you? What would you have wanted? Um, there's so many elements that can happen right there at that point of time. And that's where we generally see the highest return on investment. Um, when we can address the issues that are right at that, at that point of time.
Speaker 3:
46:00
Yeah, no, it's, it's, it's uh, I think it's important to really understand in, in, in, in meet people at the right place of the sales process within your business, right? You know, like you said, you know, without the top of the funnel, you're not going to get any more customers. Cause if you just focused on the very, very profitable parts of your business, which is, you know, the bottom of the funnel, who people showed high intent, they may be looked at a specific product page, maybe they looked at or they initiated some type of checkout but they didn't complete it. Or people who've been in your website. Well what happens when you've gone through those people, right? Like how are you bringing eyes up? How are you bringing more people in to, to take a look in, in look in your direction, take a liquor tree, what you have, what type of value you're bringing, how you can, you know, improve their lives, whether, you know, through some type of project or experience.
Speaker 3:
46:48
So, you know, they're all very, very important. Um, and it's just, it's just a necessary investment if you want to be here five, 10 years from now. I love it. I love it. Now I get to ask you, we throw in one little bonus, a bonus question here at the very end. Brandon, why should companies hire an agency like advertisement? Yeah, yeah, that's, that's a great question. Um, I mean we gave, these are just some of the, the, the 10 that we just went through, you know, these are, they're valid. Um, you know, reasons, you know, in I guess objections that people have or complaints. Uh, but I think you gotta man, if you want to make sure you're successful, you want to have a winning. Yeah. You wanna have a winning team and you got to understand, you know, it, it takes, it takes a team because there's a lot of work that goes into this, a lot of work.
Speaker 3:
47:39
And like I, like we mentioned in one of the previous, uh, reasons earlier in the show, you know, having someone within your company that helps is good. It's a good start. It's a good start. Yeah. I w let's put it there. But you really, there's, there's so many moving parts. Like if you want to be successful, you need to have great content. You need to be able to show up at different ways. And going back to this example where we're talking about, you know, people, there's different expectations and different reasons why people are interacting with you at different parts of your sales process. You need to be able to create content and messages to those specific people. I'm not going to show, you know, a piece of content that's intended for a repeat customer to someone who's never seen me before. You know, so that that takes, there's work there.
Speaker 3:
48:26
So having, you know, your content in check in, in making sure it's consistent, that you're really tailoring and customizing your message, then you want to be able to build the framework, right? You want to make sure that people, um, you're able to re target, show people a specific type of ad at a specific time. So a lot of work goes into it. There's a, you know, you really want to have a team there. Another thing is, you know, our team is awesome. Yeah. You know, it's a true story. It's just like everyone in here is blueprint certified. So going back to the exam that we talk about, it's available. It's out there, but I would say over, what'd you say it like over 95% of, yeah. Advertisers do not have that blueprint certification. It really is nuts. Uh, the people that we talk with, they're like, well, no, is that important?
Speaker 3:
49:15
Or, yeah. Oh, we don't, we want to, we don't want to take the time. And I'm like, man, like that's your one job is to manage this client's money in the form of Facebook ads. And you don't think it's important to get that certification from Facebook. Do you actually know what you're doing? Yeah, yeah, 100%. So, I mean, just that alone, you know, every, everyone, you know, leveraging an agency that has, you know, talented people, people who are experienced, people who are knowledgeable, people who understand and work this day to day versus, you know, maybe an in house person or a business owner that's trying to look at other parts of their business and making sure it's, it's working. It's, there's not enough time in the day. Um, you know, and even if it does get your attention, you know, there's, there's a, there's a gap, right? There's a gap of, you know, not being in the trenches day to day, that someone who is will, will know and in, you know, just for execution purposes, right? Like I think the knowledge out there, uh, in terms of advertising, you know, people do a really good job of distributing information and tips and everything, but I think what really matters is execution and your ability to execute and get the work done in, in, in, in a fast, timely manner and such that it's polished and it's ready to go is a big
Speaker 1:
50:28
deal. And I think if you're not able to execute quick, you're missing out. Yeah. Oh, it's so true. So true. To add on that real quick, I know we do all, everything's month to month contracts, uh, which is incredibly easy to get in and sign up. We've got a full team, um, with video editors and account managers and media buyers and copywriters and analysts. Um, and to some extent we've enjoyed being the leader in paid social sense. You know, the company was founded, um, which is great. So if you want to know more about, you know, options of, of working with advertisement, um, you know, feel free to check out the website, uh, advertise mint, M I N t.com, or give us a call, (844) 236-4686 extension two. We'll get you into Brandon and his team and we can talk. You can chat it up. Yeah. Cool. Well, thank you guys so much for hanging with us today. We hope you enjoyed this episode and we'll catch you on the next one.
Speaker 2:
51:21
Thank you for listening to the Duke of digital podcast with Brian Mitt, one to network with other business owners. Join our exclusive group at facebook.com/groups/duke of digital fancy the Duke. Leave a five star review on your favorite podcast app. And you can be mentioned on the show. The Duke of digital was produced by advertisement and recorded in Hollywood, California.
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