#604 Facebook Ad Strategies for Small Business Retailers

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Business can be a lonely game. But it doesn't have to be. Welcome to Boutique Chat, where we explore community over competition and how to scale your company with the balance and the happiness that we all seek. We'll hear from product based businesses of all types, retailers, e commerce and wholesale brands, along with industry experts shaping the future of our industry. I'm your host, Ashley Alderson from the Boutique Hub. I'm and I can't wait to chat. Okay, guys, I am so excited for you to listen to this week's episode. Make sure you bring a notebook because you're definitely going to want to take notes if you have had any curiosity around Facebook ads. Whether you're brand new to Facebook ads or you're using an agency or maybe you're running your own ads and you just want to scale it a little bit greater. Facebook ads is just such a moving target. There's always something to know. There's always a new strategy. There's always a new angle. So today I'm so excited. I'm bringing in our director of marketing, Jeff Ben. Many of you already know him inside of the Boutique Hub and Retail Bootcamp and Boutique Hub Black. He is a master when it comes to Facebook ads and really all paid traffic that comes to Google and all kinds of SEO strategies on top of it. Today we're breaking down everything you need to know on Facebook ads. When it comes to misconceptions, people have budget issues, people have when to know you're ready. What whether you're an online store or a brick and mortar, how can you break down the ad funnel to put it into use in your business? And when do you know if you find an awesome agency to run it and when do you know if you take it in house and run it? We're going to talk about that today as well. So get ready, bring a notebook. We're going to go in depth. So let's do this. Meet my friend Jeff Fenn, our director of marketing here at the Boutique Hub. Hey guys. Welcome back to the podcast. This week I've got a familiar face around here. I don't even know what to call you anymore. It was the marketing unicorn. Now it's like Mr. Leopard Pants. You've got many aliases around the Boutique Hub.

I believe that's true. Actually. My trend finally caught on after five years. Leopard pants are in this season. So yeah, it's good.

I tagged you on Instagram the other day. I keep seeing leopard pants videos and I know boutique owners keep seeing them and sending them your Way. So, for those of you who don't know yet, Jeff, Ben is our director of marketing here at the Boutique Hub, and. And ads and paid traffic are one of his specialties, so we're going to deep dive into it today. But the funny part is, as you teach on ads and traffic and in all marketing topics, really, leopard pants are always your analogy, always what you're searching for and teaching on. So nice to see that come full circle.

Yeah, yeah, yeah. They're. They're an important part to any wardrobe. As a matter matter of fact, you wouldn't believe how many pairs I have that have been sent to me. I've never worn a pair, I don't think. But the, you know, people do have a tendency to send them to me.

People have actually sent you leopard pants?

Yeah.

I think you need to, like, lay them all out and take a picture of them and put this in the Hub.

Maybe. Perhaps. Perhaps. That seems like something more that one of our team members would do.

I love it. All right, well, let's dig in. So I'm pumped that you're on the podcast today. And for today, we're going to hone in specifically on ads, because, man, there's always questions on ads every single day in the Hub from, when is it right to run my own ads? Should I hire an agency to run my ads? Or I've been using an agency and I want to take my ads back in house. But ads are such a moving target. You know, every time you log in, it seems like something's different on the back end of Facebook, and so it seems like it's a lot to keep up with. And I think sometimes just the overwhelming nature of it can stop people before they start. So hopefully today we can kind of dig in and take some of that mystery away for everyone. So let's start here. There's a lot of misconceptions and misnomers when it comes to running ads, so let's debunk a few things to get started. So how would you say, you know, when someone's evaluating, am I even ready to run ads? And people disqualify themselves, what would you say? How do you know when you're ready to actually start running ads?

Yeah. So, you know, this is one of the most common questions I see amongst new retailers, new boutique owners, new home and gift store owners is like, first of all, do I need ads? Like, will my business grow organically without paid promotion? Like, can I. Can I create a social media page? And following that will support my business enough to like, realize my income streamed dreams. I didn't mean to write that, but that's kind of cool. But anyway, so, so like, and so anyway, so anyway, so you know, will, will it work? Or, you know, like, is organic traffic enough? Do I need ads? And then if I do decide that, you know, it's probably a good option. Am I ready? And so on the first side, on the first part of that, you know, unfortunately in 2012, 2011, when Facebook first launched and people were just starting to get into it, it was not a pay to play platform. You could get on there, you could create a really great following. The people who engaged with your brand and your store saw your posts and saw your live sales, saw your products, and, you know, they were always seeing your stuff. And you didn't have to pay, like, you didn't have to pay to make sure that people saw, you know, your items. And then we transitioned into this, you know, kind of a group method to increase that visibility again. And so we created custom buyer groups and VIP groups to increase that visibility again. But even that has tapered off, you know, in the recent years, visibility within the groups. And, and so, you know, my, my theory on can you grow a viable online new customer acquisition stream or a new product sales stream organically alone, I would just say you can, but it's very difficult and it takes a long time. And so ads offer us the opportunity to speed that up and get in front of more people instantly. But it's pay to play. And so, you know, like Facebook, this was always their intention is to become, you know, the largest advertising platform in the world. And they are, they are, you know, and they are by far. And so 94% of Facebook's income comes from ads. Like they don't make money doing anything else. And Google's the same way. 90 some percent of Google income comes from ads. That's how they make money. And so that was their intention. And so my recommendation would be if you really want to reach more people, if you really want to find new shoppers, if you want to get your brand in front of new eyeballs, whether it's local to come in through your front door or whether it's national to just come on your site and buy, ads are a really great way to do it faster. It's possible organically, but. But it takes a lot, a lot of work and you're gonna have to stick to it long term. And it takes a ton of discipline. Ads are fast and they're more instantly gratifying. Now the second side of that is, you've decided, okay, I want to speed up the growth of my business. I want to get in front of more new sets of eyeballs faster. Am I ready? Like, is my Meta Business Manager account? Is my Facebook page, is my Instagram page? Is my website, is my store ready to attract, you know, 250 people on a Saturday to walk through the front door? Or is my website ready to show my brand to 5,000 new people a week? And so that, that's a, that's a complicated question. And so I can, I can give you a few tips to just like, a few checklist items to make sure that you're ready. And it really comes down to just a few things. And so the first part is the relationship. Like, the, the, the, you know, how, how complete your Meta Business Suite is filled out. Like, have you gone through every single tab in Meta Business Suite and made sure that your, your Meta Business Suite access is set up correctly to the right people? And you have a protective person in there. You have a security person in there that's only in there to help you get your account back if it comes back. Have you gone through Metabusiness Suite and made sure that your ad account is linked in, your commerce account is linked and your pixel is linked to and, you know, and all of that stuff. And have you gone through there and made sure your payment details are correct? So is your meta Business Account 100% complete? If you don't know what Meta Business is and you haven't been through every tab, you're not quite ready. So that's check mark. That's check mark, number one. Number two comes down to tracking. So your pixel tracking. And so as online store owners, a lot of times there's this, there's this, there's this idea that if we have a website, people will come and they'll buy. But, like, is your website ready? Like, is your online presence ready? Like, do you have pixel tracking on your website? Google and Facebook both? And is your, like, is your website continuous with your brand? Like, are you a pink, bubbly, you know, person that walks around with a jean jacket and a great big logo of your business on the back? Or are, are, you know, are you something else? Like, are you more serious than that? And so, and so, like, you know, like, you have to ask yourself that's an inside joke. But anyway, so, but are you ready? Are you ready, you know, to send a bunch of traffic to your people? And it comes down to two things. Like, do you have tracking in place? Are you able to see who's coming to your page. And is your page on brand? Is it you? Does it reflect who you are? Because people are going to buy from you, they're not going to buy from your brand. They're gonna, they're gonna see one of your live videos or they're gonna see one of your promotional videos and they're gonna go, oh, I like her. I like, she's like me. She reminds me of me. I'm gonna go to her page and see, see what she has. And then if your page doesn't remind them of you, they're gonna, they're gonna, they call them, they call it dropping people off a cliff. So like, so true. Push them all. You take, you take them all the way to the edge and then when they hit your site, your site doesn't remind them of your personality and you drop them off a cliff.

You never hear from them.

So, and then like one other thing just to keep in mind is like when you start running traffic to your page like that, you'll have this huge group of people that hit your page. Do you have a method to not only resell to that small percentage that buy right off the bat, but stay in touch with that huge percentage that doesn't buy? And that's where like the pixel and all that stuff comes into play. So that's step number two. So number one is, do you have an in depth relationship with Meta Business Manager? You got to get to know it really well. You should know it well. Number two is, you know, is, you know, is your website, is your entire online experience on brand? Does it remind your customer of you, your personality, who you are, your tone, that sort of thing? Like, is that experience continuous throughout? And then number three is basically, do you have the money? Like, do you have, like, have you set away like in the previous year, did you think, okay, next year I'm going to allocate 20% of my funds to advertising to grow in my business. And you know, when I, when I get ready to get in, when I get ready to start really promoting my business and really start promoting my business nationally, do I have the funds to make that successful? Because when you first launch ads, right, when you first launch them, usually right there at first, they take off pretty good, they get going pretty quick. But if you don't have extra funds to fuel that fire and keep that upward trajectory going, it'll fizzle out and you'll think, man, ads don't work for me. Oh, I could never get them to convert after those first couple Sales, because Facebook is like a hungry dog, right? Like, so, you know, you first get a puppy and you feed it one cup of food, and before you know it, you're feeding it three. And before you know it, you're feeding it six. And before you know it, it eats the whole bag while you're gone at work for the day. And so, like, Facebook is like, Facebook is like that, right? And so we have to have enough funds to be able to fuel the rocket all the way to the stratosphere. And so just ask yourself, you know, do I have an extra 500 bucks a month? Do I have an extra thousand bucks a month? Do I have an extra 1500 bucks a month to spend on ads? And if the answer is no, you know, if right now you are, you know, you're cutting the margins down to a half a percent, that's okay. Like, a lot of us have been there and like a lot of us are there now. But. And that's okay. Margins get tight times. And there's other options, there's other organic options that don't respond quite as fast, and things like Google Perspectives that will pump traffic to your site that, that, that, that are ideal for you. But if your margins are super tight, you're not quite ready.

Can we talk about that for a second longer? Just the budget. So what is your thoughts on the ability to start some things on $5 a day? Like, what is a realistic budget to start? What should people be planning for when it comes to ad spend?

Okay, so the $5 a day budget is very specific to one strategy. And so I advise a lot of times for people to start at five or ten dollars a day. And that is for what we call a rapid testing cycle. And so you might start an ad. So say I did a live last night for blue hats and blue hoodies. Right. That's my collection. And see, I'm diversifying. That wasn't left behind. Yeah. Yeah. And so, so say I did a live sale last night and I didn't quite have as many attendees on there as I wanted.

Yeah.

And I bought two packs of each and I only sold through half a pack on my live. So I have one and a half packs left of each and I need to sell those things. Like, I know that once spring hits, hoodies aren't selling and I need to sell them.

Yeah.

And so what I'm going to do is I'm going to take the recording of that live, I'm going to load it up into an ad campaign, and I'm going To start out at $5 a day, right? And so that $5 a day, that $5 a day is only for what we call rapid testing. And so that's for the first 48 to 72 hours of the campaign. And all I'm watching for during that time is I'm spending five bucks a day. So I'm going to spend 15 bucks to test it. And if my click through rate comes in above 3%, I've hedged my bet. I've said, okay, I'm relatively sure that's the fastest horse in the, you know, on the starting line. I'm gonna bet on that one. And so then I say, okay, my Click through Rate's 3%. I'm prepared to spend more as soon as my first sale comes in. But that $5 a day is only for that preliminary period. So just don't think that you're gonna become a millionaire off of $5 a day.

Okay?

It's for rapid testing only. It does. Well, you know what, it rarely happens. We did have a boutique black member go crazy on $5 a day recently, but it's rare. It's very rare.

So then would you say once you're past that rapid testing period and that $5 a day, as you're then setting your budget on different types of campaigns, is it relative to the size of your business, how much inventory you have, how much traffic you're hoping to attract? Like, how do you set the rest of your budget past that?

Okay, so yeah, a couple things here. So let's start back at the beginning. So like we, we, we put up a live sale replay. It doesn't have to be a live cell replay. It could be anything. But we put up a live cell replay. We spent $5 a day for the first three days. Our click through rate came back in an 8%. So we're golden, right? Like we, we have a lot of confidence that this is in front of the right people. People are engaging in it, they're interested in it. And so we're like, okay, here we go. And we sit there and we watch and we wait until that first hoodie sells and then that first hoodie sells, right? And then our, and then Facebook reports our return on ad spend. So we sell a $60 hoodie for six bucks. We have a ten to one return on our ad spend. That doesn't include shipping and that doesn't include cost of goods, by the way. So, and if I have an agency that doesn't include retainer, but so we have a 10 to 1 return. Gross on that, on that, that, that hoodie. And so now we're like, okay, here we go. So immediately you say, okay, I sold my first one for a ten to one. You're immediately going to raise that from five to ten bucks. And then that's going to give that rocket a little bit, you know, more fuel to get a little bit higher. And then our second and third sale are going to come in and those, those come back in at a 9 or a 10 to 1 to return. Well, then you can scale it again to 15 bucks because you know, you know that every dollar you're spending, you're making 10 and that's more than covering your costs and putting a bunch of extra cash in your pocket. So I'm. You're constantly watching that upward trend, right? So like the rocket leaving the launch pad until it gets, you know, getting higher, getting higher, getting higher. You're constantly investing in the upward trend. And then eventually you're going to see that return on ad spend plateau. And so, like, it's going to go up, up, up, up, up, up, up. And it's going to go crazy. And you're going to be excited and you're going to think, you're going to think, this is going to last forever. I'm going to go buy a new Ferrari. Well, don't do that because that will plateau. That will plateau. And when it does, we're going to ride that trend. We're not going to, we're not going to scale. Once it plateaus, we're going to stop scaling, but then we're going to ride that trend all the way back down to three, three to one return. And then we're going to turn it off.

Okay, that's so helpful to know. Super helpful to know. Have you been curious about running your own Facebook ads? Maybe you've been working with an agency and you're just wanting to bring this project back in house, or maybe you've run Facebook ads and you simply want to learn how. I am so excited to share this with you guys because this is a question I see almost on a daily basis inside the Boutique Hub. So, Jeff Ben, our ads expert who has run millions and millions of dollars in ads for companies much larger than ours, is bringing you all of his knowledge. Not only does he coach inside of Boutique Hub Black and for many of our members in retail bootcamp, now he's taking all of that knowledge and he's put it inside of the Facebook ads masterclass. So from everything to understanding how meta works, a lot of the common struggle that people have with connecting their Facebook ad account and really the A to Z process of what it takes to understand your audiences and setting up the right kind of ads and knowing how to measure success. All of it's covered inside. So I've got it linked up for you today in the show notes. Check out the Facebook ads masterclass. Another. So a lot of this I just want to make sure everyone listening understands is there's a. A big misconception that when it comes to running ads, we're only talking about online businesses. Yeah. So talk to me about those who are listening, who are not an online business. Or maybe, you know, they're a brick and mortar and they have an online store, but really, your online store isn't what's really driving home the revenue. It's the brick and mortar. How can we use ads in a brick and mortar scenario?

Yeah. Right. So let me tell you this. A website will never convert as well as a personal relationship, no matter what you do, never. Like a customer walking through your door and smelling the smell and getting to know you and get to talk to you and you be their marriage counselor for 20 minutes. You know how it is. And so, like, you know all of this stuff, Right? So a website can't do that. Yeah, like a website can't replicate that relationship you have with your customer. And so a lot of times I hear, man, I want to get into online ads. I want to get into online ads, but my brick and mortar produces 85% of my income. And most of the time, I think that's the wrong question. What you should say is, I want online ads to support awareness of my brick and mortar. And so I want more people in my area to know about my brick and mortar and that I have a Saturday sale every Saturday, and I want a line out the door every Saturday, and I want to use online ads for awareness of my brick and mortar. And that's the real thing. And so when you combine that, when you get your head over that hurdle and you get rid of that ideology that I can only run Facebook ads for online sales, well, then all of a sudden, every week, your boutique becomes the epicenter for shopping, Right? So, like, every single week, people are showing up and they're saying. They're saying, man, I'm here to see what Ashley's got this week. I saw that she had a new collection, and I'm here. It's Saturday. This is the day I come in. I. I watched her new collection drop this week online, and now I'M here. And so you target those as local, you know, local ads, and you give them the option to buy online, knowing that a bunch of them are going to show up in person.

Yeah. So good. All right, last question. When it comes to, like, misconceptions, because that's really important to know is the brick and mortar piece, all kinds of opportunity there. So if anyone's listening so far and they're like, okay, Jeff, this sounds great, but I don't know, should I do this? Should I have an agency do this? Just give me some perspective on if I was going to hire an agency. What are some things I should know before I get started? How do I make that evaluation, if I should do it or have someone else do it?

Okay, yeah. So first off, here at the Hub, we are not anti agency, right? Like, there are great agencies. There are agencies that I look at their data. Like, I review 125 AD accounts a week, by the way. But like, I'll look at some, I'll look at some agencies and like, I literally think, man, how are they doing that? This is incredible. Like, like there are agencies like that and, and I mean, some of them are so spectacular and some of them you can track back and look at the, look at the growth and scale they've provided for that own, you know, for that store owner. And it's amazing and it's awesome. But then there's other agencies, there's other agencies that aren't like that. There's other agencies that are a little bit lazier, don't quite, you know, don't quite perform like they should. And so a couple questions I would ask myself is, you know, how often are they maintaining my ad? So in Facebook Ad manager, you can, you can go back and, and set a filter for last significant change and it'll show you when the last significant change was and who did it. And then, and then, so you can do that. And then the next thing is, is like, you know, ask yourself, like, who's doing the vast majority of the work? You know, like, you know, at the Boutique Hub, we have a, we have a marketing team. Like, we, we have, we have team, we have, we have a content team and we have people that are producing posts. And it makes my life really easy because I can go in and go, oh, that's a good post. I'll create that into an ad. You don't want your agency doing that. Like, you don't want your agency acting like that. You don't want to be like, as the store owner, responsible for all the creative and you're putting up all the posts and all they're doing is coming behind you and promoting your posts. If you hire an agency and you're paying them a 2000 or a $5000 a month retainer, they need to be taken that load off your plate and giving you creative and saying, hey, Ashley, check this out. This performs really well. You should use this on social as well. And this is an experiment we tested. Your customers respond better to this, and this sells twice as good as this. Use this on your social. And that, that's kind of the relationship you want to look out for. There's a couple telltale signs that will give you a heads up. If an agency comes in and says, I charge 25% of ad spend, that's a red flag for me because that doesn't hold them accountable for anything. That doesn't hold them accountable for performance. And so, you know, those, those, those sorts of things. But yeah, make sure that they're, make sure that they're maintaining the account. They're in there making changes, you know, a couple times a week, if not daily. And then, you know, make sure that they're providing value back to you and making your life easier and providing you with creative and providing you with advice and strategy and metrics and reporting, like monthly reporting, if you're getting your report typed out on a typewriter, delivered to you once every other month. Time to look around.

Such good points. Such good points. And I mean, going back to the agency fee too, I think you have to evaluate at some point am I getting the return on the investment from this agency fee specifically, or at what point do I take that money and invest it into my own staff and then bring that ad, you know, performance and add creative and everything back in house and train my staff.

So, you know, like when you drive around your neighborhood and you see like the one lawn that's like perfectly green with perfect stripes and it's fertilized early every year and it's perfectly edged and there's beautiful flowers in the beds and all that stuff. That guy doesn't have a corporation maintaining his lawn. He does it himself. And so if you have the opportunity, if you have a staff member that has the interest, bring it in house. That would be my advice. Nobody will take care of your lawn better than you.

Such good advice. All right, so someone who's listening is probably thinking, all right, Jeff, I need some help with my reporting. Again, I want to evaluate, like, what's working, what's not. But I think before we have that conversation, Jeff, before we get into reporting, and maybe let's back up a step and just highlight the fact that not all ads are created equal. Not all ads are the same. If someone's new to ads, it's not like there's just one type that you're going to set it and forget it. Can you kind of explain overall, like a funnel and maybe what ads fall at different parts of the funnel. So what you're going to evaluate first if you're new to ads?

Yeah, so we'll jump, we'll jump into the funnel for just a second. But you just, you just made my ears ring a little bit. So like the. So not all ads are created equal is a good point. So like let's talk about that for just a sec before we get into the, the overall funnel. Nobody knows. Nobody knows what type of ads will sell. Nobody, nobody. What sells is experiments. And so, and so like if, if, if you're running an ad campaign and you have one creative in there and it's, it's one, one flat lay image and you launched that ad and you spent a thousand bucks on it and you didn't make any money. The problem is there's no experimentation there. You bet a hundred percent of your chips on one horse. Like you have to load the horses across the track. Like, you have to like put 6, 8, 10 different types of ads inside your ad campaign. Go. And just admit, I have no idea, I have no idea what they're going to buy off of, but I know I've got my bases covered and load them all up, give them every type of ad you can think of and then watch them for two weeks and see which one wins. Cancel the rest. So anyway, so that's what that reminded me of is there is not all ads are created equal. But on the flip side of that, nobody knows. So if you have a guru come in and say, I would be the one. Actually I'd be the one to come in and say, oh yeah, short format videos, the best there ever is. And you've probably heard me say it. But the, but the, but like if you have a guru come in and say, this is it, this is going to change the world. I've said that too. But the, but anyway, so like if you come in and you say that sort of thing, I mean, nobody knows. Nobody does. Okay, so that's that, that's a, that's a, that's a cautionary tale.

I feel like ads is just glorified gambling. Truly. It's what it is. And it's like going to the craps table with Jeff and at midnight in Las Vegas. Like, you just never know what's going to happen. Red or black.

I can, I can tell you what's going to happen. You're going to lose. But anyway, so, anyway. All right, so let's go through the overall sales funnel and the objectives behind those. Right? So I break this down really simple in the Facebook ads masterclass and every single day inside Boutique Black. Those are the, those are the two programs I kind of head up. But anyway, so in inside a paid campaign or an organic campaign. This isn't just for ads, by the way. This is how you want to think about your buyer experience, your customer experience is the first layer is top of funnel. The second layer is middle of funnel, and the bottom, the third layer is bottom of funnel. So top of funnel. Right, so top of funnel is. The question you're asking yourself is, how am I going to attract this big net. How am I going to attract this big group of people just to my brand? Like, how am I just. How am I just going to get an eyeball on. On my video and then look to see if they engage with it or watch it? That's all. That's all you're doing. That's what, that's what a top of funnel is, is how do I attract new shoppers to, to my store? Facebook does that really, really, really well with video. And like, you can say, okay, I posted this video. This many people watched it, I'm going to retarget them in the middle of the funnel. Google does it. Google has a filter, actually, that says only target my ad to new people. And you just turn it on and it'll only send it to new people, which is kind of cool. But anyway, so that's top of funnel, right? So, like, I'm, I, I'm going to put up my live sale video. You know, I want, I want to just get this in front of new people. I'm going to exclude. I'm going to exclude my webpage visitors. I don't want to count them. I want to just know the new fish that come into my net. Mm. Right. So that's top of funnel. That's the, that's the, that's the very top. And on the organic side, you want to keep that in mind too. So, like, if you have a group, like, if you, if you have just a group, like a buyer's group, and you're only posting in that buyer's group, and the only people that, see, those posts are the people that are already members of that group. You're not. You don't have a top of Funnel. You don't have one because you would have to go on your page and post organic stuff or write blog articles on your webpage or, you know, get ranked on Google to attract the top of funnel organically. So just keep that in mind. Like what organic content am I doing? Am I posting this on my public page to, to bring in new eyeballs, that sort of thing. What hashtags am I using to attract new eyeballs? That sort of thing. What Pinterest post? You know, what collection, what collection did I put up on Pinterest to attract new people for the first day? So organically, that's the top of funnel. Like, how do I attract new people then? Middle of funnel is. Once I see that they have engaged with me this much, like even if they only engage with me one minute, even if they only watched 10% of my live video, how do I remind them that I exist?

Yeah.

How do I remind them that I'm still here, that I'm still in business, that I just got a new collection, right, That I just went to market, I picked out something just for them. How do I, how do I show them that the items that I just shopped at marketing look like something that they would wear? That's middle of funnel. It's just like taking, taking that person from. Oh yeah, I watched her live video the other night. Oh wow. She picked out something I like. That's it. That's it. And then you sell them that product, obviously. Yeah, you sell them the product they like. And so that's middle of Funnel. Just remind them you exist and sell them for the first time. And then bottom of funnel is reselling. So you're going to sell to the buyers again or, or you're going to, you're going to take those people that got all the way to the cart and started their payment checkout and left for some reason, you're going to remind them that the item they loved is still available.

Do you think, like when you're evaluating where to start, like which part of the funnel do I attack first? Would you say, you know, you're already doing all this work to attract everyone organically through day to day social media and 98% of them are bouncing off of your website as it is. You're getting a 2% conversion rate. So do you start with the retargeting side of things? Do you start with bottom of funnel and start cleaning up that leaky bucket first with ads and then go back to warm and top of funnel.

Yes, it depends. It depends. So in Facebook Business Manager Meta business suite, you can go in there and see the health of those individual funnels. If you've had your Pixel on your page for a little while, you can go in there and you can say you, you can go right into events manager inside meta business suite and it'll tell you, hey, Ashley, did you know that you've had 2100 people Add to cart that have not checked out? And if you have an audience like that, actually 2:50 is the cutoff. 250 people is the cutoff. So if your add to Cart Pixel has 2100 people in it, that's your lowest hanging fruit. Right? Go back and push them off the edge. Like, terrible way to say it. But the, but the. Go back, you know, go back and encourage them to finish their. Go. Go back and encourage them to fin purchase.

Yeah.

And so that's your lowest hanging fruit. Now if you have an app, if you just installed your Pixel yesterday, if you're a new boutique, you can't do that. It ain't gonna work. It ain't gonna work. Or vice versa. If, if you go into a meta business suite and you look at your events manager and your purchase Pixel, the number of people that have purchased is, you know, below 250 people. You're like, you're gonna, you're gonna have a hard time. You, you gotta start at top of funnel because you have to attract more new people to your page and let them make their way through that funnel and actually purchase to fill up that purchase pixel so that Facebook can target the right people. And so it's a complicated situation. If you're new, start with top of funnel. If, if you're seasoned and you go into meta business manager and event manager and see that you have all these people in your add to cart or all these people on your page view or all these people in your purchase, you can start at the bottom of funnel.

Okay, man, that's super helpful to know. I feel like anyone who's listening today probably wrote a book of notes. I think this is so good. This was so helpful. I was going to dig into reporting, but honestly, I think we could probably go for another hour just on reporting alone. So, Jeff, let's do this. If anyone listening wants to learn more, can you let them know kind of where you're at and what you work on, where people can find you?

Well, actually, you know, I've been told Multiple times. I'm hard to track down multiple times actually several times yesterday. But, but, but so yeah, so obviously I work with the boutique hub and so I run, I'm in charge of Boutique Hub Black inside the boutique of the boutique Hub Black is like this kind of one on one guidance through the marketing world for boutiques and home and gift store owners. And so what we do in there is we have a weekly session that's a group session. Usually those are global topics like hey guys, what, what updates did Facebook make this week? Or like, or how many of you guys viol policy this week? Here's how to fix it. So every Wednesday those are global topics. And then we do things like ChatGPT optimization and SEO and all sorts of stuff on those, but they're global topics. And then usually once a week or once every other week for the first few weeks while you're getting up and going, you and I meet one on one and we set up your first ad account. I build out the top of funnel, middle of funnel and bottom of funnel with you. We launch that together, we audit that together and we optimize it together. So you get your feet wet with me at your side. And so that's been really, really rewarding for not only me, but for, for the members that have done it and the people that are committed. I mean the results are crazy. And then if you're not quite ready for that, if you're not quite ready for that, there's a program that we did that's a, that's a learn at your own pace master class. And so the, in that I take that same system that we teach in Boutique Hub Black and I just recorded it step by step to the best of my ability. It's a, it's an organic document where I've already added several times to it. We launched it once, I added hundreds of things to it and since then I've added several more. But, and so it's an organic document. It continues to grow as Facebook changes and as our members give us feedback. But that is a, that is a step by step method. How to check your business manager, how to make sure your pixel set up, how to qualify your account for ads, how to make sure you're ready and then how to launch your top funnel, how to launch your bottom of funnel, how to launch your, you know, your different layers and then how to audit, how to audit your account to make sure you know, how to make sure you're ready. And so that's kind of a, if you're not quite ready for Boutique Black. That's, you know, that's a preliminary step. And then I coach in RBC too as well. And so if you're not part of rbc, sign up. It's a no brainer. RBC is the stepping stone to success. And so we have another semester coming up here in June and so keep your eyes out for that.

Yeah, so good. So, guys, I'll link that up for you in the show notes. More information on Boutique of Black. More importantly, the Facebook ads masterclass, which I think is so important to have that, like, baseline knowledge so that you can come into Boutique Black ready to go. But then above all of that, Retail Boot Camp, really, this is interesting, Jeff. So one of the main reasons I started Retail Bootcamp, however many years ago it's been now, what are we at seven, eight years when we first started that been a while. But the whole reason we started that is I had so many people come and say, I want to do Facebook ads, but they didn't have the right inventory. They didn't have a great operating business. They really weren't hitting the right customers. I feel like there's so many things in, in your business you have to have set up and then ads is like pouring some gasoline on the fire. Like that's how you make it grow. But there's other things you also have to have in place. So Retail Boot Camp is like college for boutique owners and home and gift store owners to make sure your business is ready. So we'll link up all those options in the show notes. Jeff, thanks so much for this today. You didn't say leopard pants one time in any.

I'm telling you, you know, all these boutique owners and home and gift store owners have taught me a thing or two.

Moving on to the next trend.

I love it.

All right, Jeff, then, thanks so much. Appreciate you as always. Thanks for being here today.

All right, see you guys.

Thanks for listening, guys. I you hope you took away all kinds of nuggets and new ideas from this week's episode. Don't forget to subscribe and leave a rating and review. We love to hear your feedback and give you a chance to be featured on the show each and every week. For more information on our spirit of community over competition and to access guest downloads and bonuses and all the resources we talked about on the show, head on over to the boutiquehub.com and join the community. We'll see you next week.