How to Turn Facebook Traffic into Profit and Promote Anything w/ Curt Maly

Because what happens is this is we start out with our golden ads because a lot of people are probably doing this right here. What you're doing is you're targeting your pretty little pet. So these are the people like for me, these are the people who run Facebook ads who are really interested in learning more about Facebook ads. Great. It's a great million to $5 million business. But let's focus on $100 million business. Case study. This is where we all learn a ton.

You're listening to Freedom Fast lane presented by capitalism.com this is the show about building and investing the profits so that you can live life on your terms.

This week we're leaking a Capitalism conference presentation you won't want to miss. Kurt Malley is one of the world's best Facebook experts who knows how to reliably turn Facebook ads into product sales and and profit. Kurt's marketing strategies have been so effective that Facebook banned his personal profile for two years. In this first presentation since his reinstatement, Kurt shares what has been working behind the scenes for clients and companies and how any business can grow their sales by using some under the radar advertising strategies, even on a modest budget.

Alright, you guys, so let's go get started. So how do we turn Facebook traffic into profit? Promote any product, brand or service. Now, recently I like to ride down the streets of Austin. I live here in Austin. I go down the streets on my bike with my hands off my bike. My girlfriend doesn't like it so much. And then once I busted my collarbone here just a little bit and it sticks out of my skin. She's like, you should quit doing stupid stuff like that. But that was fun. All right, so what I'm gonna do is I have spent a lot of years and a lot of money on the Facebooks. Here's where I really want to start with. I was on a panel yesterday. We were talking just a little bit about.

How do you diversify your products just a little bit. So we're gonna talk about diversifying your products. We're gonna talk about running ads.

So the fire, here's what we've done for millions of years, right? We've sat around a fire, we've told stories. That's how we connect. This is where legends are born. This is where legacies are truly told. So now on Facebook we have all these likes and comments and shares and all this engagement stuff, which is great, which doesn't really lead to roi, which I'm gonna show you the high end data here in just a minute. It's Our stories that set us free. I'm gonna be completely honest with you. I've spent a lot of money in Facebook ads and this whole one weird trick, put a red line around your ad. Facebook's algorithm is so much smarter than us silly little humans. If we harness the right power, we just have to put out the right relevant content to tell some great stories. So with your permission is I'm gonna tell you a couple of different stories. Just like I'm gonna show you how to advertise. I'm gonna show you how these stories can turn into dollars, how these dollars can turn into conversions, and this can grow into a long term sustainable business. How many people are interested in that?

Can I do it one more time? Yes. Okay, good. Here's my friend, Molly Pittman. How many people know digital marketer Molly Pittman since Roland is next door? Many people? Couple people. Wow, great. You guys are gonna be open to a lot of new people and experiences. So Molly is a great friend of mine. She's vice president at Digital Marketer. She's doing some amazing consulting because of the way that she tells stories. She has a friend in high school who was unable to walk. And just by telling the right story, she's able to raise money where he's had a surgery, he's getting feelings back in his legs that he hasn't had in over 20 years. Or what we do is we're going to talk about your products and services. But if we tell the story right, we have a great responsibility to the world because not only do we get customer five star reviews, we actually get people who say, wow, I tripped upon your information. I don't know what happened, but you literally kind of saved some lives. This is what happens if you tell the right story.

So I'm going to tell you my little story just very, very, very quick. So what happens is I'm 15 years old. There's a bridge right out from here called Congress. I'm sitting underneath this bridge and it's in March. And I'm like, it's nothing like the weather now, by the way. But in March it was Sunny and like 80 degrees. And I'm like, I'd do anything to move to Austin. I lived in Nebraska. What ends up happening is, well, I start a call center. I run a call center of, I don't know, 30 people in Nebraska. I then move to San Antonio, run a call center of 200 people. I then move up to Wisconsin, run a call center of 400 people. I then decided this call center thing's pretty interesting, but let's just get in this real estate thing. Kind of like the bitcoin thing is right now, right? Everyone's like, get in at the top. And that's where I met my business partner, where we lost all of our money and then decided to come to Austin, where I'm like, hey, I'm do some real estate. And then this party changed my life. Anyway, over five years ago, I go to the Internet marketing party, just like you all were at that party. I watched the person on stage. It changes my life and puts me right here today. So in 2009, January 11, I am sitting in the back of a room at one of my first conferences. By the way, I'm curious how many people here have paid their own way. This is your first business conference on your own dime. I'm just curious. Oh, that's great. Congratulations. That's great. What my goal is is to shift your perspective, because I got an idea from the speaker on stage and ran out of the back of the room to record this very first YouTube video. And something that changed for me is this guy named Mike Dillard. Does anybody know who this guy is, by the way? A couple of you guys. Great, great. He spoke here last year. He's become a great friend. But before I got to know him as the person that he is, I read about him on the Internets. He met me and my business partner at a radio show for whatever reason, and we went over to his house the night he launched a company called Elevation Group. It's the first time I ever saw someone in person make $526,000 in four hours while we talked and had a conversation like this while we were eating and drinking. And it changed my perspective forever. The reason I share this picture is I don't know if it's from meeting Ryan. I don't know if you've done your first million. I don't know if you've come to your conference. I want to give you an idea. I want to give you a thought and an inspiration that you look back on an event like this and you're like, it was this one vent, it was this one catalyst that gave me the ability to believe that I was able to move forward. And this is the part of my life where literally my belief system changed. So what happens is I start speaking on stage. And I've had an agency for over seven years, and my clients have included Leadpages. We've run stuff for Russell and Click Funnels and his Neurocell. We've run stuff. We run stuff for capitalism. We run stuff for a couple of other Ryan's other businesses. There are a lot of different people that we work with. And essentially what happens is I'm invited on stages. I get to speak at different places, and I meet these Facebook peoples. We get an office. I get a bunch of employees. And then, by the way, if you guys have ever seen this in a rap video, what you do is when you make money on the Internet, you get employees, you rent a limo, and then you go on a boat ride. That's what you're supposed to do. So we did that, and we got on a boat ride. Pretty excited about that whole thing. And then, believe it or not, is I actually ended up getting a place here in Austin that I still live today called the Layer in the sky, literally overlooking the city of Austin right from the place where I was on Congress street bridge when I was 15 years old. And I'm like, man, mom, I have made it. And then June 16th, June 2nd happens, 2015. Now Facebook sends me this nice little letter that says, hey, Kurt, you have an ad agency with 16 employees, and I know you're spending millions of dollars, but, hey, do not touch Facebook's websites platform network for any reason otherwise will be considered that you are attacking our servers. And I'm like.

I speak on stage. I train this stuff. Why do I have that letter? And essentially what ends up happening is I go into Facebook jail. So what happened? I'm teaching training courses. I have digital courses. I'm speaking on stage. I got tons of clients. Well, these clients are spending a bunch of money, like Russell and some of these others, and they're getting their accounts shut down. That's not fair. I'm looking for customer service. I go to Facebook events. I dress up my employees. I just want to do the right thing. And I found an employee. And that employee said, kurt, I'm gonna be able to help get you a Facebook rep. Yeah, right. They're like leprechauns. I see them, I hear about them, but they're never to be appeared again. Right? And then she goes, but, Kurt, I can help you get a rep. Well, that didn't work. But, Kurt, I can help you with your customer service stuff. Great. I got 80 tickets, support tickets. No one answers them. She's like, well, that's not true. Let me help you a little bit. And then after about 30 days, she goes, kurt, no one's following up with you. You can't get a rep. Like, what's going on? And I go, that's what I'm saying. And I work with brilliant people. What happened? She goes, I tell you what, I'm a contractor. How about I work with you part time once I'm gone? How many people would like to hire an ex Facebook person to show them how to run ads? Yeah, that stuff can get you convicted. And say, basically, since Facebook doesn't have any of their own rules, since Facebook creates their own rules, Facebook said, kurt, we believe that you have a relationship that isn't appropriate with this person. And I go, isn't appropriate. I'd like to sit down and talk to somebody. They go, kurt, this isn't a discussion. We will see you in two years.

So I talked to Ezra today because Era's a great friend of mine. I've seen him start out and I'm like, ezra, I remember sitting talking to you when you had two contractors. I missed out on two and a half years because I sat on the sidelines and people asked, well, why didn't you dial in on a vpn you can log in underneath your assistant. It's something called morals and scruples and guidelines. And if I just wanted to do the right thing, I just wanted to tell Facebook, hey, I've always wanted to do the right thing. This is my first speech on stage in over two and a half years in the public for the information that I'm about to show you because of about seven days ago, Facebook allowed me a white letter that said, you can do whatever you want. Just make sure that you don't teach anything that's illegal. Have fun speaking on stage. So you guys are in for a little treat. When I'm scaling ads, I'm not split testing four different audiences and 10 different creatives. I'm testing the same proven creative with four different audiences to see what audience is going to relate to it the most.

Hey guys, this is Ryan. We're going to take a quick break and we'll return to the show in a second.

Hey, fastlaners, Ryan here. And I wanted to take a second and brag on one of our backroom members. Our backroom is our mastermind, really. We're focused on getting to $10 million in top line revenue. And I wanted to brag on athletic greens. They're in the back room. And they have just absolutely killed it, not only with expanding their sales, but really by making incredible frickin products. So the products were made out of need by the founders and as a result they've been featured on Tim Ferriss. They were featured in the four hour body. And you've probably seen them all over the web. The reason why I'm telling you about them today is because I want to support them by encouraging you to go over to athleticgreens.com Amazon obviously you know that I am really big on maximizing your Amazon presence and I also just really believe in the product. So for example, I like to wake up in the morning, put my greens in a water bottle, add in some creatine. Sometimes I add in a fat burner. If I'm on a cut, shake it up. And that's sometimes my morning pick me up if you've ever heard me talk about my tribe. 5. I have five habits that I practice on a daily basis. My B point every day is getting to the gym and having my greens. And when I don't have time for a big salad or making a smoothie, I supplement with athletic greens. So I'd highly encourage you to support them. Head over to athleticgreens.com Amazon and give their 30 day packs a try. All right, let's head into the episode.

All right, so the Facebook algorithm is getting smarter. By the way, my brand is social media ad genius. So you're going to see a bunch of like genius pictures behind here and stuff like that. Just I'm really attracted to smart people. My kind of vice or niche. Somebody who's really smart, that has something passionate they want to share with the world. I really help figure that out with math on how we can get on Facebooks and really grow that. If you're selling a skin cream, that doesn't really help anybody and you never buy it. Not that interested. But if we look at the algorithm, it's getting smarter. It's getting so much smarter that a lot of you in here have heard about these other people like Frank Kern and Perry Belcher. These guys have studied copy and persuasion for years. But now the algorithm's learned it all. So if you hit the right buttons, you know what they know and you're gonna fast track. So let's talk about the maturity. There's over 150,000 different equations that go into the algorithm to determine what shows up in your news feed. So I want you to think about literally the content that you have is Facebook is the world's largest publisher, but doesn't publish any of its own content. That is your responsibility. Newspaper offices are going out of business now because they can't get traffic to their website. What Facebook wants is for you to engage a little bit on Facebook to have people spend some Time on Facebook. The average time on Facebook now is only 30 minutes a day. We're super happy to get three minutes from one person on our website in a month. 30 minutes a day. Well, Facebook knows something we don't. Relevance is king, not content. I'm gonna show you step by step how to make this happen very quickly and very easily. Algorithm maturity. Now I'm going to say some things that go against everything that we have been told in marketing. Tell me that doesn't sound like a great cheesy hook, right? Get prepared for one of the.

Open your mind to the possibilities. You guys look like you. Okay. I watched a hypnotist close on stage once. If you ever watch a hypnotist sell people, it's pretty amazing. They all get out their wallet, throw it at the back of the room. Like, I wonder if that's unethical. All right, imagine if the algorithm actually did the work for you. Imagine if I told you about what's gonna happen if you implemented it and you didn't have to do a split test of 50 different ad creatives, 20 different audiences, to see if an ad works.

So here's what happens. Take a picture of this, please, because I need to run through this and I'm gonna cover a bunch of information. One of my favorite games to play is what we call math and facts. And in my math and facts game, we talk about math and facts and that make people some money. All right, here's the way this works. Awareness. We gotta raise awareness. How many people saw Ezra speak, either on the panel with me or Ezra speak during his presentation?

Ezra's amazing. Great. Ezra said most people don't spend enough money on what. He said this over and over. Brand. Right? People get to know you, who you are. So this is where the money's really made. Now, my brother has. So when I was out for two and a half years, how did I consult? My brother has an ad agency for the last 13 years. I go to my brother and I'm like, hey, I'm just gonna tell you what to do, and we'll raise your prices and you'll just deal with bigger clients. Good. He's like, okay, now Facebook loves him. He got a rep from Facebook that's like a very high end rep. And I'm like, don't tell him that we're related. But other than that, they gave him a slide, and there's some confidentiality that he signs, some that he doesn't. I found a slide, did some reverse lookup engineering to uncover a Slide deck I'm ready to show you that is like, I couldn't write better copy than this. But essentially what I did is I did a reverse lookup on these slides. There are 36 views on this slide share from a head of Facebook out of Poland.

Come on. Like, no one's looking at this. So here's what it says. Cookies only, not people. So Facebook's looking at people, not clicks. This is super important. You're gonna be on your laptop, on your phone, and on your iPad or whatever. In Google's eyes, they're getting better. It looks like three different experiences. Now, Facebook's really just targeted on people because they know when you're logged in in one or the other, they know that clicks. So clicks actual represent brand lift, not buys. Clicks can actually help your brand lift. Now, what Facebook's focused on this year is roas. Does anybody have any idea what that acronym stands for?

Return on Ad spend. It makes me want to dance. Right? Because it's a fun number if you figure out how it works. Now, all of us marketers were like, well, of course we want to focus on ROI and ROIs, or whatever the new acronyms are for Return on Ad spend, Right? But Facebook's focused their algorithm to give you a better ROI. So anyway, clicks do not drive sales into ROI. There's less than a 0.7% correlation to actual ROI.

No correlation to engagement. Well, hey, I'm gonna get 10,000 fans on my fan page within 72 hours, and that's gonna give me a bunch of engagement. Please, for the love of Jesus and all things great. Whoever. Like, there's this person. They want you to get 10,000 fans in 72 hours to your fan page because they want you to target people all over the world. So you get engagement, and you look like you know what you're doing. It's the worst thing that you can do for your business. Don't ever do that. I actually gave this speech at an event, and she was actually in the audience, and I'm like, don't ever do that. You'll ruin your page. And the reason is because no ROI is correlated to engagement. And the big thing is this. Right now, I'm starting all over my fan page. People are like, hey, Kurt, what would you do if you had to start all over? That's what I'm doing. I have less than 1,000 people on my fan page, but I've sold well over $40,000 in products in the first three weeks that I launched my fan page. Well, does that Mean, I had to get a lot of engagement. I had a big list. No, started completely over. And it's through. Exactly what I'm gonna show you right here. Now, here's where these fancy charts basically come in. And I'll come up and be my own little pointer. All right, so if you guys have run ads, you know you're looking for click through rate. That's an 8% click through rate. Six, four, two, zero, same thing, 8%, 6, 4, 2, 0, 8% and so on. Here's what the fancy charts mean. So between 0 and 2% click through rate. That's where the biggest ad recall is. So people don't have to click to recall your ad.

But wait a minute. People don't have to even click to have brand awareness. But wait a minute. Purchase intent. Oh, yeah, because I want to drive as many clicks to my website and then as many clicks as possible will then lead me to sales. But 90% of purchasers never click on an ad. Has anybody heard this yet? This is actually pretty popular over the last 45 days of 60 days. Yeah. This is why I'm so excited to come here. And Ryan's like, would you like to speak on stage? And I go, just give me a title, I'll be there. Whatever you want me to talk about. No one's talking about this. And Facebook's coming out and saying, look, pay attention to the data. So what happens is this, clickers, they're 5.5 times more costly. If you're getting and focusing on just people who click to your website, it's more costly. The people who are actually buying aren't actually clicking on your site.

Right. Have that for a little mind gasm. Roland Frazier's brilliant. If you guys saw him talk, I love every time he talks, I'm like, how does that guy do that? So many times I want to give some of that. That's one of those. Like, the people who are clicking on your ads aren't buying, they're window shopping. Like, my mom wanted me to try on every single pair of jeans and shirts when I go back to Nebraska. She'll maybe buy one or two, but we're searching a lot. These are clickers, not buyers. So what do you do? Let me show you. What we have is something called the golden ad strategy. Please take a picture of this. This is at the end of the presentation. I'll give you a link inside of ManyChat that will take you to a bot that will take you to a nine minute video that explains this. But here's basically what it is. I'm gonna focus on reach and relevance. So when I start running ads, I'm gonna focus on brand awareness. I'll show you this in a moment. Now, what I'm gonna do is I'm gonna post content on a regular basis. And again, I'm going through this fast. You can see the video at the end. I'll give you the link so you can spend more time with it. It takes more time to explain it than it does to implement it. See, what happens is you're gonna post content on your page on a regular basis. Now, no one's gonna see your organic content. No one. Right? All right, so I'm gonna post content on a regular basis, but I know that no one's gonna see that content. Less than 1% of people are gonna see that content. They're just not. Why? Because every business owner's, like, 50% off. 50% off. Why does nobody hear me? Because you're just selling all the time. You all own, like, a newspaper on Facebook. It is your responsibility to come out with relevant content on a regular basis to expand your brand. Otherwise, your direct response is gonna be costly, not able to scale, and it's gonna crash very quickly. See, what happens is we post content on a regular basis because if you look at your insights in your fan page, it'll actually show you what posts have more reach. You'll see one of your posts, for whatever reason, reached 300 people. Another one reached 400, another one reached 1200. Why four times as months? I don't know why. Facebook has 150,000 different things in the algorithm. I don't know why. But what I do know is twice a week, I'm gonna hit that boost post button to make sure that everybody who likes my fan page, and I'll show you the warmest market I'm gonna advertise to make sure the people, the most relevant content on my page, people are seeing, and I'm spending 5, 10, $15 doing it. I'm gonna show you how to do that. See, what happens is I take these organic posts that then become a small ad that I test for 25 bucks to see if they're relevant. If they're relevant, I turn them into an actual ad, what we call the golden ad. See, I test ads to people who like my fan page. This is why I say, don't advertise all over the world and get 10,000 fans, or I'll run and I'll promote my post to my website visitors. I'll Give you a screenshot of how to do this. I the people who have engaged the most within the last hundred days, that's the golden ads targeted towards website visitors. So if I have relevant content that I'm promoting as an article, and then I promote it to the people who either like my page or people who have been engaged with my page in the last hundred days, now they're only seeing relevant content. So only when I have relevant content do I end up running ads. So when I'm running ads, it's like of a video that I know the people who like my page liked. I know that the people who visited my website in the last 100 days, they liked. Right. They're enjoying the content. And I'll show you the math here in a second. But when I'm scaling ads, I'm not split, testing four different audiences and 10 different creatives. I'm testing the same proven creative with four different audiences to see what audience is gonna relate to it the most. So what happens is what I start doing is, whoop, I gotta go back. What I start doing is, no matter all the ads that I run, a lot of them aren't gonna work. But when I retarget, I have something called a splinter offer. I'm gonna retarget all this engagement. I'm gonna show you exactly how to do it. I'm gonna retarget all that engagement if something doesn't sell. So if I have a Black Friday special, where do I go? I don't go cold market. I go to people who've engaged with me the last hundred days, crank up my ad spend, know exactly who to go to. Those are the people that buy right away. Cause I have a relationship. What most people do is they only go to this part right here where it says golden ads targeted to a cold acquisition and retarget segment. Those two right there actually go into that in a minute. Most people don't even set any of this up, and it's super stupid and costly. So what happens is we lead with relevance. And here's why. Facebook is out of ad inventory. They don't care about your money. They care about your mission. They could care less how much you spend. Unless you're spending a ton of money. A lot. A lot, a lot of money. Otherwise, they just don't care. Since they're out of ad inventory, what they want you to do is focus on relevance, not the red lines around your ads to get a better click through rate. They're looking for relevance. This is why Ezra does so it's so amazing to watch him because it's so relevant. This is why I love working with Ryan. Because what happens is this is we start out with our golden ads because a lot of people are probably doing this right here. What you're doing is you're targeting your pretty little pet. So these are the people like, for me, these are the people who run Facebook ads who are really interested in learning more about Facebook ads. Great. It's a great million to $5 million business. But let's focus on $100 million business. Case study.

This is where we all learn a ton. See what happens. Is this Agora? How many people have heard of Agora Financial? Perfect. What Agora does. Moral of the story, they sell the same six things. Gold investing and some other things. Same six things. Every four to six day. Every. Sorry. Every six to ten days, they change their story. Same product. They just change the story a little bit. Little bit different. Video a little bit different. Not just a hook. They changed their story like one day. Hey, want to find out what the Clintons knew with the Russians? They're talking about gold investing 10 days later. Want to find out who Trump had an affair with before his last marriage? That could cost you thousands. It's going to lead into gold. It's just a different story. The thing is, what Agora does is they test a wide message to educate people, inform people to start to convert people. And then at the top, people are like, oh, yeah, here's the product and service that I really want to buy. This is what Ezra talks about, is really spending that money for that branding. Not just branding, but where people get to know you. And I'm show you how to do that for 25 bucks. So what we do is we focus on this awareness. So Ezra talked about this yesterday. So you want to run video view ads and image ads for brand awareness, not clicks. Since Facebook's targeting people when you run brand awareness, I used to think those were impression ads. It's like running a billboard. Facebook's like, ah, run brand awareness. Not for. By the way, you run a video ad. You run video views for a video ad. You never run brand awareness for Facebook videos. It's horrible. Trust me, spent $3,000 to learn that lesson. Don't do that. So what you do is use brand awareness for images and stories. Facebook will find the people that you're targeting who will relate to the content. If your content is relevant, your cost per clicks will start dropping. And this is where you'll find some of your best conversions. It's important. Then you segment retargeting. We're gonna go over that. So here's the golden ad process. So golden ad process is actually tip number one. Tip number two is Facebook Live. Tip number three, we're actually gonna go through manychat. Cathy and Sherry, these two are. So we're gonna talk about. By the way, we're gonna talk about Facebook Live. Sorry I didn't introduce that slide the way I'm supposed to as a speaker. All right, how many people here have done a Facebook Live for their business?

Oh, all of you. How many people are interested in doing a Facebook Live if it will legally print you money?

Okay, cool. How many? Let's just be honest with each other. How many people have mommy and daddy issues where mommy didn't hug you, daddy didn't buy you a pony, and you're scared to get on video? Great that all of you guys can make money. You don't have any issues. This is great. Okay, here's what happens. Kathy and Sherry, one of my favorite types of clients because they do exactly what they're told, and they see some amazing results. Now, Kathy and Sherry run something called Helping hurting Moms, a brilliant organization. What they basically do is this. There are kids that are strung out on the streets on drugs, and their moms feel guilty, alone, and ashamed. And parents will spend $60,000 on drug rehab, but won't spend $20 on a self help book for themselves. What do moms like to do? Help other people. Hey, moms, if you're feeling this way, you're not alone. Start an online group. Become part of an online group. Become part of a group of other women who are just like you. Now all of a sudden, what happens is this. And I go, ladies, I want you to do a Facebook Live underneath my structure. 20 minutes. Here's how you're gonna do it. This is their second Facebook Live ever. There are three church ladies. They have an email list of under 200 people. They got 150 people who barely like their page. And they're like, kurt, we're getting. Now they're getting. Well, actually, now they're getting over 100 leads a day. They have over 21,000 likes. But before they're like, kurt, we can't get any awareness. And I'm like, because you got to tell your story. That's what people are looking for. So see, what happens is take a screenshot of this right here. Facebook's gonna allow you. Ezra talked about this. Facebook's gonna allow you to target people at 50, 75 and 95% video views. This is huge. By the way, when I figured out this mathematical equation, I'm about ready to show you. My girlfriend did say, you tell this story over and over and over. Because I was so excited. I picked up the phone, called Mike Dillard, Ryan Levesque, a couple of my other friends, and I'm like, this is the greatest thing in the world. I must show you. And they're like, why are you so excited about this? Watch.

By the way, how many people right now target for 50, 75 and 95% video views? How many people are running video ads and paying attention to that? Okay, watch this math. You're gonna love this. This is what I'm talking to my friend Josh Lee about because he has this amazing book called Balances. Bullshit. We're doing this a lot for Facebook lives. It'd be great. So here's what happens when people watch your Facebook lives. You can get a.36 sent video view. Wow. This means for a third of the penny someone can watch your video for three seconds. This is what we like to call a seduction stat. Who cares? I don't care if someone watches me for three minutes. Hey, how ya? That's a great relationship, man. Maybe we should hang out some more, have a beer together, right? I don't care about three seconds. But when I scale my ad spend from $20 to $40, that's astronomical. Before I can start testing some numbers. So what happens is this. If I have the right content targeted to the right audience, I'm spending $35 a day to produce over 60,000 clicks back to my website at less than 8 cents. This isn't targeting India to get as many hits as possible. This is somebody actually watching. This is actually a 12 minute video. Being interested in clicking back and going to the site. This is optimized for video views, not even website clicks. So what ends up happening is this. It's simple math. How much did you spend on your video? This is easy. And then you see 25, 50, 75, 95% video views.

And then how many people actually watched? And I'm gonna actually take you through a demonstration in a second. Then what was the cost? Please take a screenshot of that.

This should be written down. I want to create some software with this. This should be a part of your template for your business. When I stood on stage in Vegas to a private event, there was about 400 people there. I gave a similar speech. This one of my only speeches I'd given in the last two and A half years. And I said, look, this is the moment where literally marketing changes. And this isn't a stupid hook. Like, this is literally where you look at it and you're like, this math and fact thing, it's so much cheaper than what I was doing before. So we spent a bunch of money on this video. Okay, it's still running. I'll show you that in a second. But. So we got 14,000 views. It's for $4,000, but it's for 7 minutes and 45 seconds.

If the average cost to my website typically is $0.50, they're going to click on an ad, they're going to go to my website, and they may be on my website for three or four seconds maybe. So I'm going to pay, let's just say 50 cents to go to my site for, if I'm lucky, a minute, super lucky, maybe two minutes.

But if I divide the math, that's 34 cents. To have someone watch you for seven and a half minutes. Do you think we can hang on if we talk for seven and a half minutes? Maybe, Maybe. Yeah, we'll see. We'll determine if we like each other or not. Right.

How many people would rather spend a quarter, literally a quarter of the price, instead of getting a website? Click. Having somebody watch for 15 minutes. Right. There are people right now doing these Facebook lives with like me and my girlfriend went to Disney World. We were there with Justin Brooks and they were opening like these little pearl things right, where you can get the pearls inside the oysters. Now people are doing this on Facebook live and making a full time income where they just turn on the Facebook live and they're like, okay, you want to buy a pearl for five bucks? Good. Go ahead and click that button. Oh, John just bought a pearl. Okay, let's open up the pearl. Rinse, repeat, do it again. Two hours long. You can start doing the math pretty quick. They're leading with videos. Ezra's leading with videos because it's the cheapest way to acquire a new eyeball. See, here's what ends up happening. We start getting 4800 leads. These leads are at 60,000 clicks. But if I'm looking at just opt ins for leads, it's an 8% opt in rate. 8% is horrible. I'm getting leads for a dollar. It's okay because they're spending a lot of time with me. A ton of time with me. When you gonna do a live demo? This is very important. All right, so somebody photoshopped me. Do you guys remember this Great picture with Ellen. Right? Let's get a little Photoshop in here. So let me show you how this whole thing works. We are gonna do a Facebook Live, some of my most fun events. All right, now what I'm gonna do is. Let's see here. Right? So what I suggest to do is you do a Facebook Live on your fan page. Hey, if you have a personal page, you can do a Facebook Live as well. But here's exactly what's gonna happen. Couple of different tips, and then you can see this play out as it plays out live. So actually, here, I'll just do the tips right on stage here. Now, the first thing is 90% of the people who are gonna see your Facebook Live are gonna see the replay. You're gonna spend time promoting your Facebook Live. Most people aren't gonna see it live until you really start building up the audience. The Facebook Live that I just showed you with that client has been running since September of last year.

They have three video ads that run. That's it. There's no split testing or anything else. That's all that runs. Whenever they want more leads, they turn up the spend. Whenever they can't handle the leads, they turn down the spend. Whenever they want to sell something more, they turn up the spend. How many people would like to be able to turn it up and turn it down anytime that you want? Okay, let's do this here real quick. All right, so what we're gonna do is I'm gonna go Facebook Live. You should really go Facebook Live. Ideally go once a week, right? Even just every other week is great. But what you're gonna do is you're gonna start right away. Most people will watch the replay. The reason a company named Blab FM went out of business is because they said people love watching it live on a live stream, but they hate watching the replay. So don't stand there like an amateur and be like, hey, I'm gonna wait for five minutes till all my friends join. Because most people are only gonna watch. Write this down. 15 seconds. If you can get people past the 15 second mark on a 2 minute or 10 minute video, you will rock and roll this thing. But you're looking for 15 seconds. So here's what we're gonna do. By the way, a good Facebook Live is gonna be anywhere from 10 to 20 minutes because more and more people will join you. All you're gonna do is have a regular call to action. I'm gonna show you how to do the same thing. So I basically put it here. Hey, I'M live at the Capitalism conference. This is on my social media adgenius page. If you're interested in e commerce, check out this link. This link's gonna take you over to messenger, where you're gonna find updates on anything about Facebook ads and e commerce. So what I do is I hit and I go live. And I'm just gonna start right away and hey, everybody, I am here at the Capitalism conference. Let's turn this thing around. Can I ask you just guys wanna raise your hand for just a second? There we go. Hey. All right, now I'm gonna stand behind that light. There we go. What we're doing now is today we were talking about Facebook Live. Let me figure this one. Oh, here we go with this amazing crowd right over here. We're@Capitalism.com conference. There are people from all over the world here. And what we are talking about right now more than anything else is, well, the top four things that you should be doing for Facebook in 2018. So I don't care if you have e commerce. Ooh, here we go. I don't care if you have an e commerce business, you have an online business. These are really important facts that you absolutely need to know. So if you are interested in E comm or if you're interested in bots or Facebook ads or even Facebook Live, there's a link here in the description. When you click the link, it's actually gonna send you a direct message. Very quickly. I'm gonna show you exactly how to do this. It'll send you a message and ask you a question that says, hey, do you like e commerce? You just select yes or no. So at least I want to know if you like e commerce. Then the next thing it's going to ask you is your ad skill level. Then from there, I'm going to release a video called the Golden Ad Video, just like I just showed you. All right here. So you can see step by step on what to do. So if you're interested in what all of these amazing people have seen, who literally have paid hundreds if not thousands of dollars to be here, I think some of the tickets were $10,000. I'll show you what it is on here, but all you have to do is just click link. By the way, one last important thing. If you're brand new and you've never seen this before, go ahead and down below. Let me know where are you watching me from and let me know how long you've been running Facebook ads. Really curious. All right, I really appreciate you. I will See you on the other side again. Remember, if nothing else, sign up for our next Facebook Live. I'll put a link in there or click the link, I'll ask you a couple of questions and I will see you all later. See you, everybody. Bye.

Now I'm gonna babble a little bit. I'm gonna spend a couple of minutes on here, but I'm gonna have a frequent call to action every four to six minutes. Say, hey, if you. If you're just now joining us, please let me know where you're joining us from. This is generating a bunch of comments. Hey, does anybody have any questions on this last thing that I just went over? They're three to five minute segments. This way it's getting comments down below. So when my Facebook Live is over now there's a bunch of engagements on at Facebook. The ad rate's gonna really drop as I start to promote this, as I start to promote Facebook Live. So I always promote Facebook lives to my warmest audience. I'll show you the exact market here in a minute. And then the other thing that I do is once that performs in my warm market, and I see that people are watching the story and I see that people are watching the video, like 50% the cost is less than going to my website. All right, let's talk about this. This is what Ezra was talking about, right? Let's talk about this thing called messenger bots. This has changed my business. Here's what I love about messenger bots personally. Out of all the traffic I've run, I've spent millions of dollars in probably 40 some niches over the last seven years. The number one reason, actually, there's two reasons most people can't scale. One, there's some issue in between your ears that you need to talk to somebody else to figure it out. Whatever. Number two, your tech sucks. Your pixel doesn't work. The click funnels thing doesn't work. That one page, the email. The reason I love messenger, because I tell my clients, oh, I love you. Your funnel's great. I'm gonna rebuild it here and I'm gonna touch a couple of buttons. Cause it's a lot faster and easier and it's easier to track. I can instantly set up a funnel in five or ten minutes. Much sooner than I would talking through any other team members. So what happens is this. Meet Brian. Brian's someone I've worked with for over two years. He helps people eat the right natural foods to eliminate medication. And he really helps eradicate some amazing diseases too. But I tell Everyone, hey, if you can get on this webinar, if you can show up to this conference and order a plane ticket, you have a lot more online experience than Brian.

So. And Brian knows I say this all the time. So here's what happens with Brian. Perfect scenario. So Brian goes out, shoots these two minute videos of, hey, here's a pineapple. He's in a grocery store, right? He's all about nutrition. Here's a pineapple. Now this pineapple, you probably throw away the best part of the pineapple at the top. I'm gonna tell you what that is here in just a second. But let me tell you about this pineapple. It's a 67 second video.

This video right here, it cost 3 cents to have someone watch the entire minute video. 3 cents. On top of that, I get leads for 64 cents. Great. I don't even care if I get leads because it's so cheap for someone to watch that entire video and retarget. When I retarget this traffic, it's super cheap. So, okay, so Brian starts getting all these leads, right? The perfect problem, he's getting all these leads for 64 cents. We're like, Brian, let's crank this thing up and I'll reveal these numbers to you in a minute. What we do is we advertise to Brian's 87,000 likes. So what happens is Brian spends 20 bucks, it's 8 cents a click to the ad, 56 clicks, 37 cents for someone to click back and go to his website. Great. Gives us seven leads at three bucks. Great. But then what we do is we target my most engaged audience for the people who pay attention to the end of this presentation. I will give you what the invisible list is, which cuts our ad cost in half. So now people are watching the same video for 0.5 cents, but we get 562 clicks for 10 cents back to the website. 80 cent leads. But my best cold audience is giving me 73 cent leads. We don't have a traffic problem. We don't have a lead problem. Does anybody want to take a wild guess what kind of problem that we have?

Come on, you guys, I know it's after lunch. If you get a bunch of traffic, you get a bunch of leads, but nothing else happens. What's your problem?

See, there we go. You're right. So now we got a bunch of leads, which is great. Now we got a bunch of people coming. But I want you to figure this out. Please write this down. You can get 64 cent leads all day long, Hypothetically. Great. But how much does it honestly cost for someone to click on your ad? What about actually go to your website, become a lead? Let's say it's 64 cents, but by the time they open their fourth email, that's a 20% open rate. If you're lucky, a 5% click through rate, it's not a 64 cent lead. Do the math. It's five or six bucks to get someone back to your landing page, if not more. Why are we not just sending ads then straight back to the landing page? Why are we even collecting leads? Because if it costs that much to get back to the landing page, well, let's figure out an easier way to get them back to the landing page. Ezra did a little apples to apples comparison. Here's my apples to apples, same message. 3,200 people delivered at 3,200, opened 2,500, produced 180 clicks. Not a lot, 5.6% click through rate. Like not a ton, but 180 clicks. Send the same thing through AWeber. Same thing. 4,500 emails. 328 opened, 17 clicks. How many people would like to get 4,500 leads at 63 cents to see 17 clicks? Go back to your website. It's enough to make a grown man, 6 foot 3 cry. I looked at this over the weekend, got 2000 leads from Brian and I'm like, Brian, we are in the.

This sucks. We have to redo. Everything sucks. So what happens is this. Here's another comparison. But you can see all the clicks that start coming in. Yeah, how do you like them apples? Here's the bot benefits. It's super easy that I can rebuild a funnel. I'm going to show you a couple of benefits here. It's super easy that I can implement with very little tech skills. If you can send a text message, you're qualified. Now, please remember this, Ezra's an investor, so I'll be very careful on how I see this. Now, I have some very close friends who work directly with manychat as well. And there's David Gonzales. We were just talking about him as well. I have some friends that work direct with ManyChat. Here's why I love ManyChat. One, Ezra's an investor and a friend. Two, they walked on stage with Zuckerberg. Doesn't happen. Three, I know some people working with the company directly, personally, and they're not out right now shutting down a whole bunch of people. And there's not a ton of people getting their accounts closed. It's like the wild, wild west. But we have a responsibility not to abuse it. We have the responsibility to use the right content and relevance to really grow our business. So as long as it's not spamming. But we don't have a lot of regulations right now. We're lucky we get to set what that is based on how we treat our customers. So what we do is we can get increased engagement and touch points built in. Tracking is super easy. This is how we get most of the people actually to my Facebook Live is to have them sign up with Messenger. My biggest signup, I was telling Ezra this earlier. My biggest sign up in the last three weeks. Hey. If you would like to find out more, click this link. Our genius bot will ask you a couple of questions to determine your skill level or click the link to join my next Facebook Live.

7 out of 10 people wanted to see my next Facebook Live or what they wanted to see my fancy bot that I just built. Many times you can get people just to click a link to find out more information. When they click that link, it goes right inside of manychat. So here's the way that this works as a big bonus, this invisible list. By the way. I'm gonna have you take screenshots of this, by the way. See how I move that? You want to know how I get those? Really low acquisition costs. Typically, Ezra said this yesterday too. It's 97% video views of videos above four minutes.

So if I have a video that I'm talking about a certain ad strategy and it's five minutes long, I'm gonna make a 95% video view or a 95% view, I'm gonna create a lookalike audience and when I do well, actually give you the exact settings. Take a screenshot of this. I don't ever give this away. There's three things that are on here that I don't ever give away. This is what I call my step two, Warm audience. You can either build likes. If you build likes, it could cost 20, 30, 40 cents to your page. Who cares about likes? Nobody buys likes. However, if you combine this right here, what you do is you set up and I'm gonna go through this quick cause I don't have much time. What happens is anyone who engages with a post or an ad, you can set that as a custom audience. Anyone who visits a fan page, anyone who messages in your page, or create video view segments 25%, 50, 75, 95 of videos under three minutes. Cause a one minute video is very different than a five minute video. You set up custom audience for all website visitors, leads and buyers. Now just imagine how many people here can imagine here. This comes up to 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15. Can see 15 different custom audiences in their mind. Can you see that there's 15 different custom audiences that you would set up? Does that make sense? Because this one point is very important. Is there anybody that I've lost? Well, I probably lost some people. That's fine. There are 15 different custom audiences. Are you with me? You are gonna start an ad and you are gonna save the audience's stage. Step two, you're gonna go under custom audiences and you're gonna list all of these audiences in one of your ads and you're gonna save that audience as step two. And this is all set up, by the way, anybody who's engaged with you in the last hundred days, Facebook will target people based on interest. Based off the last hundred days, People with large email lists will only engage with people who have clicked in the last hundred days. So if you set up all of these custom audiences and save them as one audience, this is your hottest, most engaged audience that you can follow up with. This is where I run boost post to. This is where I run my offers to. It's literally called Step 2 Warm Market. When I go to promote a boost post, when I promote a Facebook live, I promote it to exactly this saved audience with all these audiences inside of it. It drops my ad cost by over 70%.

So what happens is this. Take a screenshot of this. When you are closing out an offer, when you have 24 hours left, you go into that step two warm audience, that saved audience. And what I do is I save it and call it 2.0. It's called Save as new. Now I'm only targeting people now. I'm not targeting people who engage with my page. I don't care if they went to Facebook. I care if they watched over 50% of my videos that were over three minutes. I care if they watched 75% of my videos if they were under three minutes. I care if they went to my sales page. I cared if they opt in. I care if they were lead or a previous buyer. I don't care about anybody else. This is what you run 24 to 48 hours before your special is done. You max out ad traffic and you just send it all in back to your page because these are the most qualified people. Does that make sense? You want to find one of the best ways to grow a cold audience, do your market research first. Target a bunch of your cold market first and once you have enough, this is where I create some of my most profitable lookalike audiences. Anyone who messages your page, that lookalike audience once you have over 1,000 people who message your page, that lookalike audience is phenomenal because it's people who are truly engaging with you. It's better than leads 75 and 95% video views of over three minutes under or yeah, over three minutes. 95% under three minutes. All opt ins for a special offer. I just did a master class where we had, I don't know, 600 opt ins that came in within a couple of days. It's a perfect lookalike audience for me because of people who attended my masterclass overall. All right, so let's recap. Tip number one, re optimize for the algorithm. You gotta run some brand awareness. Just running website clicks ain't gonna help you at all. It's just gonna get some window shoppers. You gotta run some brand awareness. You gotta be running some video views as well too. That should definitely be top of funnel. Your mid funnel is gonna be website clicks. Your mid funnel's gonna focus on even optimized for conversions, optimizing for engagement will make you feel better. It will not make you any money. If you got 500 likes and shares on a post, good for you. I hope you can monetize it. Typically it does not turn into roi. Don't focus on that. Tip number two, focus on relevance. It is your responsibility. There are newspapers going out of print right now because they can't stay relevant. This is the thing. Besides political views, this fake news that happens or whatever, people just want clicks. Facebook's like, look, you don't have to sensationalize stuff. If you can just tell a good story and be a nice human being, we'll send you a bunch of clicks. Newspapers are like, but we have to have a sensational headline. So people click. No you don't. Not if it's relevant. You can't say the wrong thing to the right person if there's 150,000 different equations inside of the algorithm. As long as you stay relevant, you're good. Go live. Host Facebook lives your audience with quality content. Host alive. But remember, at first no one's going to be watching you. Just keep going. Go for five to seven minutes. Have a call to action every five to seven minutes. Hey, make sure that you go ahead, click on the link, go to the next steps. What's going to happen is these Facebook lives literally can be much cheaper at running traffic than anything else that you do. Last thing, follow Ezra's advice. Follow my advice. Take a look at using bots, because it's so much simpler to set up, but we don't want to abuse it. We want to engage with people, right? We want to have full engagements. We want to have one on one conversations. And other than that, I'm happy to answer any questions because I'm just about out of time. I appreciate every single one of you. Thank you guys for showing up. Thank you so much.