Marketing Atlas Show - Episode 5

Because I cannot really tell. I'm operating at two monitors, and clearly I cannot do that. So we're live on the Facebooks, and we're live on the YouTubes as well. I think. What's up, everybody? Welcome to the Marketing Atlas Show for the 25th of March. Welcome to this space. Welcome to the show, and I hope that you guys are doing amazingly well, and I hope that you're liking now today that I can actually. go ahead and stream. I hope that you like the new setup. I have the banner here, thanks to Marcella. So thank you, Marcella. Shout out to Marcella for doing this, this banner. This is pretty cool. And then we have the good old whiteboard here. I hope that you guys are enjoying this. Then we have some stuff happening on, on screen that I don't— I'm not entirely sure what, what's going to happen right over the next couple of minutes. But anyways, welcome to Mark and Atlas Show. Today is the 25th, uh, 25th of March, and, uh, and this space is so that we can discuss a little bit about advertising. I can give you my input. I don't consider this a Q&A because I don't know everything, uh, but it is a space where you can come and ask your questions and whatnot. So a couple things, a couple of announcements before I jump into the questions, and a couple things that I want to touch base on. Number one is that I'm launching a new program pretty soon. I think it's going to be either this week or next week. And it's called Perfect Ads: How to Write and How to Create Advertising and Advertising Campaigns That Allow You to Build and Sell Your Products and Services and Build Your Business in Any Market— sorry, in any market and in any niche. It doesn't matter what the world does, my advertising is working better than ever, and I want to share with you guys why is that happening. So if you're interested in becoming a better copywriter, if you're interested in launching better ads, we're gonna be touching— we're gonna be touching base on Facebook ads but also YouTube ads, how to create really good quality YouTube ads, and also how to create really good quality banner ads if you want to go into the Google Display Network as well. So if anything like this sounds interesting to you, if you want to know exactly what to write about, exactly what to say in your videos, exactly how to put together really good advertisements and ads that bring the click from people that you want to, uh, that you want to go after and the people that want to go after you Go to hernanvazquez.com/weight, hernanvazquez.com/weight, and you will land on a little, and a little, um, um, a little screen that looks like this, and you can join the waiting list. Again, I'm going to be providing you guys with a massive discount when I launch, and this is, as usual, this is going to be a marketing test. So I do appreciate you guys if you would support a small business owner by going to hernanvazquez.com Um, slash wait so that you can, uh, hop in. And, uh, I think you got— it's gonna be pretty cool. It's gonna be pretty cool. We're gonna record it live so that I'll be taking a bunch of questions as well. So with that being said, uh, number one. Number 2, also there's going to be links here. By the way, I'm not monitoring— I always keep on telling you guys this, but I'm not monitoring Facebook or YouTube. So if you have questions, if you have comments, go to marketingatlashow marketingatlasshow.com and drop your question in the comments below so that I can make sure that I answer it. If you are commenting on YouTube or on Facebook, you know, you can say whatever because I'm not gonna— I'm not gonna see it up until the end of the broadcast. So feel free to do it. But if you want to— if you have a question that you want answered, go ahead and drop it in marketingatlasshow.com. Also, marketingatlasshow.com, you will find 2 links besides the video. Number one, uh, how to take your advertising to the next level. If you want me reviewing your ads, go to nobsadvertising.club and join the No BS Advertising Club. And also, if you want to take your agency to the next level, we're going to be talking a little bit about that in a second, um, go to 2xyouragency.com. That is the number 2, the letter X, youragency.com. All right, so with that being said, let's talk a little bit about what's going on right now when it comes to advertising. Um, a lot of, um, a lot of, um, advertisement advertisers and companies and a lot of big dogs, they're stopping their campaigns. I am not. I am doubling down on my ad spend. The reason why I'm doing this is because, A, right now you can get a reach that is, you know, pretty cool and pretty cheap. So if you're building audiences right now through video views, if you're building audiences right now through whatever it is that you're building audiences through, this is a great opportunity for you to get really cheap clicks, really cheap leads, and really cheap video views, okay? Because again, the CPMs are still like really, really low. So if you are into building audiences so that then you can, uh, you can help them over the past year— over the next year, I should say— over the next 365 days, then this is the time to do it, specifically on Facebook. YouTube is also dropping their CPMs, but it's a little bit more stable. On Facebook, it's like a— it's right now, it's huge. And I know that there's some people right here, right now that are watching this show, that they have an agency and, you know, they might be feeling, or their clients might be feeling the stress, you know, and the problems and people not going to their spaces and whatnot. And what I'm telling you guys is that right now, if you're going to pivot, right now is the time to pivot. So I'm not saying, hey, stop servicing clients that are being impacted by this crisis, if you would, but actually help them more, help them pivot, help them sell more stuff online. You have the knowledge. But also there's a lot of info product marketers, coaches, consultants, and whatnot that right now it's going to be a golden age moving forward for them because for all of us that are selling information products, a lot of people are in their houses and the main point is that we can help them develop a, uh, develop a, um, a skill set so that they don't have to leave home. That's one of the reasons why I'm putting together Perfect Ads, because I want to show you guys the skill set that it takes to build really profitable advertisement campaigns so that you can dedicate yourself to that. And it's a skill set that not a lot of people manage in this world. And, uh, you know, it's— if you get to manage it, you can get paid really, really handsomely. So I'm rooting for you. Let's try to help our clients as much as possible, but I also want to help you guys, uh, in terms of if you're running ads for clients. There's a high demand right now for media buyers, for agency owners to actually step up and start servicing those clients that you weren't servicing before, like info product marketers or publishing agencies or, or even, um, coaches and consultants. There's a high demand for that as well while we help our local clients to actually pivot to the online world. Okay, so there's a lot of that happening as well. So that's basically what I want to tell you guys about. And now let's hop into the questions, which we do have some questions. I really do appreciate that. So let me actually share my screen. Okay, here we go. And these are questions that, by the way, you can drop by going to marketingatlasshow.com. You should be able to see this. Okay, cool. So Arman, what's up Arman? Thank you for your question about the free group value strategy to get clients. I've been posting most of the stuff I post in the group also on my profile. Check the post I'm writing. Okay, we're gonna go through them. Apart from the tip of the high contrast picture and shorter sentences, which I'm applying more, what else can I do to increase results? I've been thinking of combining all my daily posts into a paid ebook and using it as another way to generate leads and then sell the ad services on the backend. Uh, what do you think? Or let me know if you've got a better idea to help the organic side of things with paid. Okay, great question. So, um, the The strategy that Armand is referencing is a strategy that is really, really valuable and it's really, and it's really, and specifically in this time where, you know, a lot of agency owners and a lot of digital marketers are losing clients, right? How do you replace that income? How do you replace those clients that are falling? And one of the things that I share with Armand is the fact that you can go to several Facebook groups and what you can do on those Facebook groups is be really, really consistently helpful. So be consistently helpful. Don't pitch. Go ahead and drop a nugget every single day for the next two to three weeks, and you will start seeing how people start reacting to your post. People start reaching out to you. Now, there's also something to consider, Arman, is that you're focusing on realtors and realtors, the real estate service industry in general. They are feeling this. You know, they are feeling this, this, this. Slowdown, if you would. And the reason why is because they cannot go out there and show houses, right? So for the small realtor, it might be a little bit harder for them to hire you right now. However, what you can offer— what you can offer is some sort of personal branding course or personal branding help or personal lead gen campaigns that you can definitely sell. So— or you can give it away for free as a, you know, as a way of helping them, but also as a way of generating trust with them. So if your call to action instead of, instead of, you know, applying is download the lead magnet and then apply, then I think that putting together and compiling all of this, uh, all of this, um, post into an ebook, I think it can work really well. But most importantly, what are you doing to help them surpass the crisis, right? What are you doing to help them get more leads? What are you doing to build their— to, to help them build their list right now? Because while most realtors will be backing off, some realtors and some companies are taking over. They are actually spending more money on ads right now because the cost per lead is cheaper. And if the cost per lead is cheaper, that means that they can go out there and dominate a marketplace, right? So that's basically what we're trying to do here with the strategy. So with that being said, I think that you're doing a great job with your profile right here. This is what a fully optimized profile looks like. And you know, um, this is looking good. High contrast— when I'm talking about high contrast, I'm talking about maybe this. Uh, let's see. Um, yeah, so, so mostly, mostly this. It will be— I would consider it a high contrast image. The rest are kind of okay. But, um, but let's talk about how you can help them in terms of branding themselves, in terms of, you know, getting those leads that they cannot reach and achieve right now just because of the fact that nobody's seeing houses. Okay, so those realtors that understand the game, and when everything goes back to normal, which it will, then those realtors that understand the game will be on a good spot and they will be able to apply right now and start getting, you know, and start getting results. Out of the money that's going to advertising today. Now with that being said, I'm going through your page right here and the page is okay, but on this case instead of Apply Now for Real Estate Growth Agency, I would say something like, um, learn how we generated X amount of leads for these realtors in this city in X amount of days, right? So this needs to be a benefit-based headline. And then only for serious realtors wanting to blow up, we reserve the right to deny applicants. The takeaway, I think it's okay, but if you can frame it with a benefit, meaning here's how we're generating real estate leads for agencies even in even during this economy, something like that. You know, we need to be able to kind of change our messaging a little bit specifically at this time truthfully and you know like actually helping people. Doing this, like, don't lie, or don't just, you know, don't just like contribute to the fear-mongering. I'm just saying, hey, we are still generating real estate leads for these clients in this specific, um, time of the year on this specific industry. Okay, so that is something that you want to consider. But other than that, man, it's a long game. It's a long game. It's a, uh, it's a marathon. You need to build trust within, with these people. They're thinking about how they're going to survive, and if you can help them survive, then that's going to be a good thing to do. All right, so I hope that helps, buddy. All right, cool. So let me refresh because this otherwise this doesn't work apparently. And by the way, we are at marketingatlasshow.com. Go ahead and ask your questions there. Rodrigo, what's up, Rodrigo? It's good to see you, my brother. Hope you're doing great. Hope you're safe. Hey, Hernan, it's been a long time. It's been a long time. Rodrigo, by the way, he's a badass media buyer. We met, I think it was last year, and we've been doing some stuff together. So thank you for dropping in. Thank you for dropping by. I really do appreciate you. Okay, so a couple questions. Are you using campaign budget optimization? Are you seeing better performance on ad set budget optimization or campaign budget optimization? I heard dynamic ads are working for some people. What would you recommend, CBO dynamic? Or ABO dynamic? Okay, so Rodrigo is referencing if we are using campaign budget optimization, and the answer short and simple is no, not that much. Most of my campaigns are still running on an ad set level budget unless I'm trying to test something or I'm trying to weed out, you know, a lot of different audiences and a lot of different videos, for instance. But I still, I still see CBOs are kind of flaky, specifically when you're trying to test audiences and creatives. CBOs are great when you're trying to scale, but when you're trying to, when you're trying to, you know, test audiences and test landing pages or test angles, test, you know, I still think that ad set level budgets are still— they're here to stay pretty much. I think so, because Facebook has been pushing out the fact that, you know, we were supposed to be having ad set level budget only by March this year and September last year, and campaign budget optimization rather, and, um, and that didn't happen. So I think that there's a lot of people like me which I'm still seeing better results with ad set level budget. Again, each media buyer has his own like rules, um, so I would say that. Now when it comes to dynamic ad sets or dynamic ads, uh, which are a type of ads that you can actually putting like 10 different images, 3 different body copies, 4 different headlines, and then Facebook will mix and match them. Um, then on that case, I still do ad set level budget. So ad set level budget with dynamic ads, they are working really, really well, specifically if you already have an audience. If you have a warm audience or something like that, an audience of people that already know who you are, or, you know, you're running some sort of branding campaign on top of this then dynamic ads tend to work really well for this type of guys. So I would recommend you use ad set level budget with dynamics, but again, you need to test, right? So again, there's some people that swear by CBOs and campaign budget optimization campaigns. I'm not that person. I'm still using ad set level budget for now until I, you know, kind of crack the code on that, which, you know, I'm trying to do so. And let's see, are 3x3 still working for you? Okay, so let me explain a little bit what a 3x3 is. And a 3x3 is— let me actually go back to the webcam real quick. So a 3x3— and that's a nice transition, isn't it? So, um, a 3x3 is something that you do. Let's say that you have your campaign here, you have your campaign, and then you have your ad set, and then you have your ad, right? So this is, you know, you have a campaign, you have your ad set, and you have your ad. Now let's say that you— this is working, right? This combination right here is working. And you want to scale this. So one of the ways that we do this is by deploying something called a 3x3. So what is a 3x3? It's simply, uh, let's do the same ad set, add. And, uh, and what we do is we keep everything else the same. So we duplicate this 3 times, okay? So we duplicate the same ad set 3 times, 3 times rather. Okay, and what we do is— I should say we triplicate, no, we duplicate. But, and then what we do is within each ad set we have the same ad. So we have ad, ad, ad, ad, ad, ad, and so on. And on here what we're using is post IDs, IDs of this ad. Okay, and 3x3 is just one way of doing it. You can do this like 4x4 or 5x3, however you want to do it. But the main point that we're doing here is we're trying to short-circuit or shortcut the split testing feature that Facebook has. So in this case, what we would do is we would have this ad set— they're all the same, by the way, we're not changing anything. We might bump up the budget on these ad sets, but we're not changing anything else. And what we do is, let's say that this is running at $10 a day, what maybe we will launch them at $15 a day each. And then at some point, one of this or 2 of this are going to start performing better than the rest, so we kill that one. So we kill one of the ad sets that is not performing. Maybe you end up with 1 or 2 good ad sets that you can scale. So you went from $10 a day to $25 a day, or maybe, you know, $40, uh, depending on, you know, depending on if this works or not. So they're still working, they're still working for me. Again, what we are seeing is that the lifespan of an ad, it's becoming shorter and shorter. So if you're using dynamics here, so for instance, let's say that this instead of being a post ID, you have a dynamic ad right here, then all of this will be different dynamic ads and maybe that will increase the lifespan of your campaigns because if you're abusing post IDs, meaning If you're using post IDs everywhere, then you will notice that the, the, the cost per acquisition will go up. So that is something that, that you can do. But yeah, 3x3s are still working, specifically if you are doing something like dynamic ads within each, uh, each ad set, which is something that I recommend you, you try, right? On this case, you will have one dynamic. So this could all be the same, right? The same images, same copy, or, or the same groups of images, but they will all be dynamic. So you have a bunch of stuff happening at the same time. So hope that makes sense. Okay, let's see if we have any other questions. I'm going to keep on— all right, cool. All right, so, um, any optimal setup for the ABO dynamic as far as number of copied headline video images? Uh, so when it comes to dynamic ads, uh, Rodrigo, I tend to max out as much as possible. So I tend to max it out much as possible. So when you have— let's say that again, let's say that again, you have a campaign and then you have an ad set. Sorry, let me do this. Then you have an ad set and then you have an ad. And then let's say that this, that this audience is working but you need more creatives. What you can do is to deploy the same the same targeting but with a dynamic ad. And this dynamic ad, I will usually max it out. I will have like 10 images. Sometimes you can have 5 images and 5 videos in the same ad set. I would have like, I think it's 5 different body copies, which they don't need to be specific, they don't need to be like super different. But what you can do is to change the first line of your copy and and then you have different variations of that, and then you can have like 5 headlines. So I tend to max it out. So I only test images, body copies, and headline. I don't test, you know, uh, call to actions, but I tend to max it out as much as possible if I can. So that is basically how it works. So, and then, you know, you can assign a higher budget to this, but this is all— so I will assign the budget here. So, you know, let's say $20 if this was spending good at $10, and you can do this at $20 and have dynamic ad sets. Now the good news about dynamic ads is that once you, you have the dynamic breakdown, dynamic breakdown on the, on the Ads Manager, which is something that— sorry, I was doing this and nobody was able to see me, so let me, uh, let me actually go this. Okay, so here we go. So I would go ahead and, and the dynamic breakdown is something that will pop up when you start using dynamic ads. The Ads Manager, and it will allow you to see which combinations are working the best. So it will tell you, hey, this image is working the best with this copy, with this headline, and then you can grab those 3 pieces and recreate a new ad, and then you have a new ad. But what I'm saying is that just by in and of itself, like, I used to use dynamic ad sets only to find new creatives, but now I'm using them as a way of generating sales. So I could keep this running for a long time, and if I want to, so then I can duplicate this and try 10 different images and whatnot. But I think that they're really good in terms of actual ads that you can run for a long time, if that makes sense. So okay, cool. All right, so Rodrigo is also asking, budget matters then if you have that many variations? Not really. So The way it works with dynamic ads is that Facebook, within your budget, it will mix and match them, right? I don't think Facebook— like, for instance, Facebook will show it like over the first 1,000 impressions, it will show all of your images. But then typical Facebook, it will start like only showing it to a couple of images, right? It will only show a couple of images instead of everything or instead of every image. So that is something to consider as well, the fact that you don't need a huge budget to run a dynamic ad. Facebook will kind of figure it out what's working the best using like your first 1,000 impressions. And even at this day and age, at this stage right now of the advertising, when everything is so cheap, it's also a good idea to test angles, to test hooks, to test like lead magnets ideas, because, you know, you can get, you can get a response pretty quickly from the market because there's not many people advertising, or there's less people advertising than 3 weeks ago. So, you know, that's, that's one of the good things that I think dynamic ads bring to the table is that you, you can test— like, you can test hooks. Like, for instance, let's say that you're thinking about a new lead magnet or you're thinking about a new hook, then you can put a bunch of dynamic ads to the test and then let Facebook decide, right? And then you run it at $50 a day for 3 days and then you cut it, and then you realize, hey, this is working, this is not working. Okay, hope that helps, my man. Okay, I'm gonna like your question as well so that I know where I stopped last week. Okay, let's see if we have any other questions. If not, we're gonna call it a day. All right, okay, I don't see any more questions. Okay, cool. So with that being said, if you want to develop a skill set that only, I don't know, 0.005 of the population really has, and it will allow you to get paid the big bucks, go to hernanvasquez.com/wait. hernanvasquez.com/wait and join the waiting list. This is going to be pretty awesome, okay? So go to hernanvasquez.com/wait, join the waiting list. We're going to be launching this Perfect Ads Workshop over the next couple of days with a big discount, and I want to give you that discount, and I want to help you develop this, um, develop this skill set so that you can create advertising that works. It doesn't matter the niche, it doesn't matter the economy, it doesn't matter the market, it doesn't matter the industry. These ad works. Last year I spent $7 million in advertising and I worked with 250+ clients. And every time we deployed the framework that I want to share with you guys within Perfect Ads, whether it was for Facebook or YouTube, it worked. It worked and it brought the leads, it brought clicks, it brought like really good high-quality, um, sales to these people. So we were able to generate million-dollar ads by applying the framework that I'm about to share with you on Perfect Ads. Okay, so go to hernanvasquez.com/weight if you really want to take it to the next level. I cannot wait to do the workshop with you guys. And again, thank you for hanging out with me. I hope that you're safe. I hope that your family is safe. If you have any additional questions, feel free to post them here or go to marketingatlasshow.com if you're watching this somewhere else. Drop your questions there. I will be more than happy to help you guys out. Until then, I'll see you guys soon. Have an awesome day.