March 31, 2025 • 46 mins
Ready to transform your wedding business with Facebook and Instagram advertising? This episode delivers game-changing insights from digital marketing expert Kyle of Social Geeks, who manages Wedding Academy's successful ad campaigns.
Before spending a single dollar on ads, Kyle emphasizes the importance of preparation. Your business is like a bucket—Facebook ads are the tap that can fill it with leads, but if your bucket has holes (poor systems, confusing website, no follow-up process), you'll waste your investment. Smart wedding pros install tracking tools like Google Analytics and the Facebook Pixel immediately, even if advertising isn't in their immediate plans. This data becomes invaluable when you eventually launch campaigns.
Kyle breaks down the three-tiered marketing funnel approach that wedding businesses should implement. Top-of-funnel content educates and provides value through guides or quizzes. Middle-of-funnel targets those who've already engaged with your brand. Bottom-of-funnel focuses on converting hot prospects with testimonials and limited-time offers. Each tier requires different messaging and expectations.
The episode delivers practical formulas for calculating your ideal ad budget based on what a lead is truly worth to your business. For photographers, planners, or venues charging thousands per wedding, understanding this math prevents overspending while ensuring sufficient investment to generate results. Kyle recommends starting with $10-20 daily to test different approaches before scaling what works.
The conversation explores Meta's latest innovations, including Advantage Plus AI-powered campaigns and advanced lead generation options that integrate with CRM systems. These tools enable automated follow-up sequences that dramatically increase conversion rates. Kyle shares how responding to leads within five minutes can be a game-changer for wedding professionals—something now possible through integration with platforms like Go High Level.
Whether you're completely new to Facebook advertising or looking to optimize existing campaigns, this episode provides actionable strategies to improve your digital marketing performance and attract your ideal wedding
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Kyle, thank you so much for coming back.
It's so nice to see you.
I.
Are you working?
I heard you're on a holiday atthe moment no, I'm very much
working.
Speaker 2 (00:09):
Yeah, absolutely, it's been pretty busy the last
little bit, but, um, I did comeback from a wedding.
Uh, I was in Queenstown, new,zealand, which was beautiful for
a friend's wedding there, socame back and then we had a
cyclone, so that was fun now alittle birdie told me that
there's another wedding comingaround the corner.
Yes, I'm getting marriedactually in May, so that's
exciting.
It's a lot of work.
(00:30):
I have a newfound respect forwedding planners, that's for
sure.
Speaker 1 (00:33):
Excellent, I'll keep that in mind when I need to pull
that one out against you.
Cool, and when you were at thisrecent wedding anything, you,
anything you picked up that youwere like definitely not going
to do that, or definitely amgoing to do that.
Speaker 2 (00:45):
That.
Yeah, look, there was a lot ofstuff there that I really liked.
They did share plates, which Ithought was a really good idea,
where, being New Zealand, theyhad, like lamb on the bone, big
roast that they bring out foreach table and people just kind
of picked away at the food.
So that was really nice, a lotmore communal, and it was just a
beautiful location right onlake wanaka, a beautiful,
beautiful scenery.
(01:05):
The only thing I'd say is thatif you're in the full sun in
australia, new zealand, youreally need to think about shade
for your guests.
You know, the whole ceremonywas in the sun and it got hot,
so, luckily, my partner and Iput on heaps of spf 50, but
there was, uh, quite a fewguests that had not thought of
that and they were red as youget.
Um, so the sunburns wereprobably the big thing that they
(01:27):
hadn't hadn't maybe thought of.
Um, there was a few people whohad shade umbrellas, which was a
good, uh good tip, but, um, itwas windy so some of them turned
inside out during the ceremonyas well, which was a a bit of a
bit of a blunder.
So, yeah, that was.
It was a beautiful wedding.
Uh, really, really enjoyed it.
But those, those are probablythe main things, really, I guess
.
Speaker 1 (01:45):
Wow, there you go.
Speaker 3 (01:47):
Yeah, always a good look for the umbrellas to go the
wrong way too at a wedding.
Speaker 2 (01:51):
Yeah.
Yeah, the bride's veil blewaway as well when she was
walking down the aisle.
It was just that windy so itjust kind of flew off and that
was a bit of a moment.
Everyone kind of had a bit of achuckle and moved on.
Speaker 1 (02:04):
but uh, yeah, it was definitely windy, that's for
sure please tell me they got aphoto of that like I think so
yeah, I haven't seen all thephotos yet, but um, yeah, that'd
be such a great action shot,just like yeah, yeah, I love it.
So I know that everyone thinksthat we're here to just talk
about weddings and you knowgreat little tips, but we're not
.
We're here today to talk aboutFacebook and Instagram.
(02:24):
Some of you may have heard Kylea few.
I was going to say a few weeksago.
It's probably a bit longer thanthat a month or two ago, where
we talked about GHL go highlevel and I know a stack of you
went off and signed up and youknow in the process of talking
to Tim about getting his helpwith that platform.
But I did touch on the factthat Kyle has a business called
(02:45):
Social Geeks and he runs all thedigital marketing for Wedding
Academy.
So any Facebook ads you mightsee, google search campaigns,
display campaigns.
We've dabbled in lots ofdifferent platforms but we
absolutely adore him and lovehis insights.
He's absolutely got his fingeron the pulse, so we thought it'd
be a great idea to get him backmore often, maybe every now and
(03:10):
then, to talk about a range ofdifferent platforms, because in
this wedding space it's justever-evolving, isn't it, and
it's impossible to stay on topof what each of these platforms
and what the latest algorithmsare, what are the latest tips.
So it's great to have an expertlike Kyle to do all that
homework for us and give us thecliff notes and just let us know
(03:33):
what we need to be doing rightnow on these platforms.
Before we get started, getyourself a pen and paper.
I'm sure there's going to belots of things you're going to
jot down, or you're going totell your ads guy, or go and log
into Ads Manager yourself andchange immediately.
What do you reckon?
Speaker 2 (03:51):
Looking forward to it .
It's going to be fun.
Speaker 3 (03:53):
And I've got a pen ready as well.
Speaker 1 (03:56):
Yeah, Ben, you most of all need to be listening to
this.
Speaker 3 (03:59):
Yeah, thanks for that .
It's a bit pointed.
Speaker 1 (04:02):
Right, it's a bit pointed, right.
So, um, let's, let's talk about, for those people who haven't
kind of played with facebook andinstagram ads yet, I guess,
well, let's start there in termsof what are the first kind of
steps that they should takebefore even thinking about
launching a facebook orinstagram ad campaign yeah,
great question.
Speaker 2 (04:22):
I think that from my experience with Facebook ads
we've been we've been runningFacebook ads for clients for
probably going on nine yearslike this is like pre really.
They had like all the amazingAI and tracking pixels that you
could kind of use and back inthe day it was really just
traffic to your website.
Now there's so many differentobjectives and so many different
things you can do with it,which is pretty exciting, but it
(04:43):
can be daunting as well.
I think if you're just startingout, you're kind of like where
do I start?
I think the first things that Irecommend to people is, if
you're looking to do Facebookads, you want to make sure that
you've already got things inplace that will help you with
converting traffic to yourwebsite, or you already have a
proven model for success for howyou handle new inquiries.
(05:04):
Because if you use the bucketanalogy, if your business is a
bucket and you're looking toturn on the tap and fill it with
water, facebook is the tapright.
You can crank that on andsuddenly flood your bucket, but
if your bucket's full of holes,you're not going to hold on to
much right.
So you want to make sure thatyour website has really clear
ways that people can contact you, whether it's live chat,
(05:25):
whether it's a quiz, which wetalked about in our last episode
, or you have things there inplace to help people in getting
started booking in aconversation with you, and you
want to make sure that thosework right, because there's
nothing worse than starting acampaign, spending hundreds of
dollars and then realizing Iforgot to switch on Calendly or
something was there that was atechnical issue.
So really important that beforeyou start spending money on ads
(05:48):
, you do a customer journeyaudit through your process.
Can people get in touch with meand is this working already?
Right?
So we use Google Analytics orthere's heaps of tools for
tracking these things.
You just want to look at yourconversion rate of how many
people have come to your websiteversus how many people have
reached out and actually bookedin a call with you or have taken
(06:11):
your quiz or have started sometype of conversation with you
and your business.
So that's probably number one.
I don't know if that's kind ofa bit too duh, but I think it's
an important thing to point outbecause it is missed a lot of
the time.
Speaker 1 (06:24):
I love that.
There's nothing worse than aleaky funnel is there, and I
know back in my days working atNews Corp, this wasn't just in
relation to Facebook andInstagram, this was in relation
to any kind of spending money,marketing, advertising.
You needed to, yes, get yourwebsite in place, get a way to
catch those details of thosepeople, but I think something
(06:47):
that people also don't think ofis getting that Google Analytics
on the site well before just tobe gathering that data.
So you've got something forwhen you're, you know, building
those first campaigns, to kindof go hey, we, you know we're
really targeting and we can tell, because we've got this data
from our website, women in NewSouth Wales that are interested
(07:08):
in this start collecting yourdata now.
Even if you're not planning ondoing a campaign for a few
months, there's nothing stoppingyou from getting that.
Speaker 2 (07:15):
I couldn't agree more , Jack.
That's really good advice.
On that note, I would definitelyagree and say the Facebook
pixel adding that to yourwebsite when you launch your
website, not when you want tostart advertising, is such a
hack that you will you'll you'llreap the rewards of installing
that as soon as you can, because, even if you're not planning to
advertise now or in the nearfuture, when, when the time does
(07:39):
come, that tracking code thatyou install for Facebook will
already have all of the data tounderstand who is visiting your
website and who is converting,which you can say when you're
setting up your campaigns.
I want to find more people likethis.
I want to find more people likethe people who have converted
on my website, and that can be ahuge benefit to any business,
(08:01):
right?
So that definitely GoogleAnalytics, Facebook Pixel.
If you're launching a website,I always recommend you may as
well install that straight fromday dot, because it's going to
mean that when you do want to goand advertise, whether it's six
months down the line or acouple of years down the line,
you've given those platformsenough data to help you in
(08:23):
finding your ideal audience,right?
So, yeah, great advice.
Speaker 3 (08:28):
Would you agree, colin?
Having a funnel set up beforeyou actually start throwing
money at Instagram or Facebookis the right way to do it.
Speaker 2 (08:37):
I would say so.
I think because using thebucket approach again, like if
you haven't kind of road testedsomething that you know works
and helps you in, you know itcould be as simple as just
having a book, a free call withme type of option on there so
that you can talk about theirneeds, what they're planning,
get a better feel for thewedding number of guests, all of
those details that will helpyou in providing a personalized
(08:59):
quote or service.
You want to be able to capturethat information.
So having like a form orsomething there that you know
people have gone through andit's worked well and you can see
that there's a decentconversion rate, is a really
promising sign that you know, ifyou turn on the tap, that your
buckets not just going to spillout.
So I do find that with Facebookads, google ads, if you look at
(09:21):
it this way, it's probably theleast trustworthy type of
traffic you're going to getbecause, unlike a referral,
somebody who's referring you onthat's probably the highest
trustworthy type of channel thatyou can get new clients from,
because somebody's vouched foryou, somebody's basically going
Jack's amazing, you need to workwith her and then they'll reach
(09:42):
out and they'll be like, yeah,you were referred by Ben and so
it's a nice and easy way to getstarted.
Facebook and Google adsobviously we kind of look at
that with a bit of distrust.
The general consumer will lookat it and go, well, I haven't
heard of this person before andthey're obviously paying for ads
, so I'll check them out.
They seem pretty good, the adseems great, but you know
there's you gotta, you gottabuild up that trust with them.
(10:04):
So this is why having a goodfunnel with your reviews and
testimonials and case studiesand, you know, portfolios,
things like that that prove thatyou are good at what you do,
that's a way that you can buildtrust with those, with those new
visitors.
Yeah, letting have a funnel,it's just kind of thinking
through the basics, basics right.
Like if you were in thisperson's shoes, how would you
(10:26):
decide to go and book in a callwith this person?
You're probably going to behopefully amazed at all the
reviews, the wonderful reviewsthey have, the, the photos look
amazing, all the things that youwould look at and go yeah, okay
, this person clearly isreputable and I'm keen to to
have a chat.
So you know we talk aboutfunnels a lot but realistically,
you just need somewhere you cansend people that has this
(10:48):
information and the next stepsfor them to then take that up.
You don't even necessarily havea website or a funnel set up,
because nowadays you can evenstart just like messenger
conversations.
You know you can get leads offFacebook as well, so you could,
in theory, run ads even beforeyou have all of this stuff.
It's just that the higher theprice point of your service, the
(11:09):
more you're going to have towork to build up that trust and
get people to believe thatyou're a reputable provider of
service.
So if you're a wedding planneror a photographer, you're not
probably going to charge $10.
You're probably going to chargea bit more than that.
So you need to build up thattrust and I think that's why
having a good funnel would makesense.
But again, if you're juststarting a conversation, you
could do that right.
(11:29):
You can have a great video thattalks about who you are, what
you do, and then it's like ifyou're interested, get in touch,
and that starts a Facebookmessage or an Instagram message
or whatever, and you're startingthe conversation there.
So that also is an option thatyou can run through Facebook ads
.
Speaker 3 (11:42):
Yeah, yeah.
So, and speaking of turning thetap on, we all know that it
costs money.
So how much do we need to spendto get an effective ad or to
get something that's going toreturn for us?
Speaker 2 (11:53):
Yeah, good question.
So I guess, with Facebook adsagain, you want to start with a
few things in mind.
The first thing is is you wantto know what a customer is worth
to your business approximately,because we're all in the
business of providing a service.
So what we're looking togenerate is leads right, we're
in the lead generation kind ofcampaign and out of that we want
(12:14):
to know what's the cost perlead that we're paying to get
those.
And then how many leads do weneed to convert into one
customer?
So let's just take Ben, forexample.
Let's say you know you're anawesome photographer.
You charge, let's say, twogrand, three grand, maybe I'm,
you know, way off here, butmaybe you charge 10 grand, I
don't know.
Let's say you charge threegrand, just for the example, for
(12:34):
you know a wedding and you knowyou need 10 leads in order to
get one person to book for awedding.
You could say that theapproximate value of each lead
that comes through is worthabout $300 to the business in
potential revenue.
So you'd want to make sure thatyour cost per lead is well
below $300.
If you're spending $300, you'rein trouble because you're
(12:56):
basically just spending money toget a client and then there's
nothing left at the end of theday.
So you're probably looking atsetting up like what is a
reasonable cost per acquisitionand a cost per lead.
We normally try to divide thatby three at a minimum, right To
kind of say we really want tokeep that below a third of what
our potential revenue would beat most.
So for you, a cost per lead of$100 would be kind of like if
(13:19):
we're above that, we're introuble, if we're below that,
we're okay.
So that's kind of how I wouldexplain it to you.
And then figuring out as well,how many leads do you want per
month?
And you don't have to go andspend $100 per day to start with
.
You can start really small,test it out.
It might take a while.
Let's say you spend $10 a dayand you test it out for a month.
(13:40):
You're trying to figure outwhat's the right audience,
what's the right message andwhat's the right placement on
Facebook ads as well to getpeople to take the action you
want and then measure how manypeople you are converting into a
paid customer.
And that could take time.
People you know they're notready to make a decision
straight away.
They might take three monthsbefore they say yes to booking
you in as a photographer.
But you want to keep a track onthat using tools like
(14:03):
GoHighLevel or other CRMs, tokind of track where those leads
have gotten up to and when theydo convert, you flick it back to
.
Okay, we got that from aFacebook ad.
So great, our conversion ratefrom Facebook ads is 10%, or
whatever it would be.
Does that answer your question,though, man?
I don't know if, yeah, it does.
(14:24):
Yeah.
Speaker 3 (14:25):
I'll say yes.
It's a question that I asked myweb developer and I said dude,
how much do I need to spend?
And he's gone.
Speaker 2 (14:31):
Well, you know, if you're spending 10 bucks a day,
it's probably not enough becauseyou're not getting the reach
yeah, so that's it, yeah,absolutely it's not a black and
white question, it's it's verymuch a gray area, and I guess it
just comes down to what yourbudget is yeah, I do think,
though you, I've been doing thisfor a long time and we have a
process that we've tested andfound that works really well for
us and most clients, right?
(14:52):
So the way that we work is wetry to go through a 30-day
testing process on a low budgetand what we're trying to do is
get some wins on the board so wecan figure out the numbers for
the business.
And before we spend a singledollar, we want to talk to the
client.
Or, if you're watching andyou're kind of going, well, the
numbers that he said kind ofmake sense.
They could work for me.
(15:13):
You'd want to figure out whatthose costs are and what the
numbers are so that you knowwhat success looks like for you,
because it's going to bedifferent for everyone, right?
So obviously, the higher yourprice point, the more you're
probably going to spend to get acustomer.
That's just kind of the rule ofthumb.
It's generally a linear kind ofequation there, but you do want
(15:34):
to make sure that you'retesting on a small scale so
you're not spending five grandfor your first month and getting
zero out of it.
You really want to test.
We generally say start with $20a day, test to see what works
best.
And the great thing aboutFacebook ads is you can split,
test heaps of different things.
You can test different offers,you can test different audiences
, you can test differentcreatives.
(15:55):
You can even test whichplacements so it could be
Facebook versus Instagram orReels versus in your feed.
So there's a lot of differentthings you can test to really
hone in on what's working bestfor your business with your
audience.
So you know, everybody needs agood offer these days, so the
offer really is the thing thatsells it.
(16:15):
But look, you don't have to gostraight to like hey, I'm a
photographer, book me for yourwedding.
It could be you're doing a topof funnel kind of a softer
approach, where you're likedownload my free guide on how to
choose a photographer for yourwedding, right?
So you're then getting theircontact details into a database
and nurturing them through that.
So there's a lot of differentways you can approach it.
(16:35):
Everybody wants to getcustomers.
So that's what we call bottomof the funnel targeting, because
that's the highest intent.
People are ready to buy, butthat's only going to be probably
10% or less of people who areready to go, and in the wedding
industry, probably less right,because how many people are
getting married?
And out of the people who aregetting married, how many of
those are, like you know, atthat active stage of booking a
(16:56):
photographer or a weddingplanner?
They're probably just doingresearch and they're probably
looking around.
So you do want to blend up yourmarketing, to kind of think
about the different stages ofyour marketing, which you could
probably elaborate on further.
But I've talked enough, so I'llgo back to you guys and see if
that's all thinking in.
Speaker 1 (17:13):
I think it's very important, though, to think
about how it can be sosuccessful to layer different
kinds of Facebook campaigns fromthe top of the funnel to the
bottom of the funnel to movepeople along.
So many people think I just puton an ad and press, go and make
it a lead campaign and just sitback and watch.
(17:35):
It doesn't work.
It doesn't work like that.
It's a great way to throw awayyour money.
Speaker 2 (17:39):
Yeah, that's a good point.
That's a very good point.
Speaker 1 (17:41):
Something that I learned really a few years ago,
which just blew my mind, sosimple, is that that top of
funnel you know it could be abrand awareness campaign.
Quite often it is is reallyabout building demand.
Right, that's what that's for,and if you want the bottom of
your funnel to be as full as itcan be, you've got to start up
there and build demand.
(18:01):
It's really massive because itit just it truly is a funnel in
that it reduces, doesn't it?
Speaker 2 (18:07):
yes, yeah, exactly right.
Yeah, I think it's actuallyprobably a good time to explain
for those who might, you know,be like what the hell are you
guys talking about with thefunnel?
Okay, cool, yeah, so the thethree main areas that we look at
with facebook ads is your top,middle and bottom of funnel.
Now, the difference betweenthese is that at the top of
funnel it's generally, like jacksaid, brand awareness and
(18:28):
people who are looking forinformation, but they're not
necessarily intending yet tomake a decision.
So the stuff that works reallywell top of funnel is very broad
audiences.
This could be people who areinterested in weddings or
they've recently changed theirrelationship status to engage.
Like you're still wanting totarget your ideal audience, but
the type of content there isn'tbook a photographer, although
(18:50):
that might work.
You know, you might want totest sales based approaches.
At top of funnel, it's probablygoing to be more informational
content, educational content orsome type of content that is
drawing them in, and I think thebest way to serve people top of
funnel is to provide theminformation and then give, give
them some type of value inexchange for their contact
(19:11):
details, because it's going tocost you way less to get them to
subscribe for a free downloadthan it is to try to get them to
book in a sales call, right,like it's just they don't know
who you are, there's no trustyet.
There's nothing there.
But if they're able to getaccess to a guide on finding a
photographer or you know how toplan a wedding, anything like
that, it might be a free cheatsheet.
It might be a quiz which Ithink Wedding Academy does
(19:34):
really well.
You've got a fantastic quizthere explaining what type of
wedding planner would you be.
Those types of things peoplewill engage with and out of that
they're doing it in exchangefor their contact details.
So top of funnels, brandawareness and trying to qualify
intent.
The next stage is kind of yourmiddle of funnel, where they're
a lot warmer.
They've taken some action.
Really good audiences for thisusing Facebook ads could be
(19:57):
anybody who's watched one ofyour videos, 100% Like.
If you've got videos onFacebook, on Instagram, if
people have watched to the endof your video pretty clear
indicator that they'reinterested in what you're
talking about and they might beready to go for your next offer.
It also could be people who'veengaged with your brand over the
last let's say.
You know, it depends on thebusiness, but it could be the
(20:21):
last year up to a year fortargeting.
So these are people who'veliked to post and, you know,
commented on a post, shared apost, anything like that, or
even followed your page in thelast year.
So those are kind of warmeraudiences.
And it could be even likewebsite visitors, right, like
people who've gone to your blogsor have done something on the
website but maybe haven't takenthat next step of converting
into, you know, a consultation,or they haven't taken the quiz,
(20:42):
they haven't downloaded anything.
These are still warm audiencesbecause they've taken some
action that shows you thatthey're interested in what it is
you're promoting.
So warm audiences are going tobe a lot smaller in the middle
of funnel, but you know they'vefiltered in and they've shown
some level of engagement andinteraction with your brand.
Bottom of funnel is going to bethe smallest segment of your
funnel and that is people whohave kind of gotten to the end
(21:06):
stage but then, for whateverreason, they've dropped off.
So if you think about it likeyou know, you've got courses
online or you've got a book, acall.
They've gone in and they'vestarted filling out the form and
then they left, or they've goneand they've looked at a product
page and then they've, thenthey disappeared.
And it's not that they're notinterested.
Is that people are busy?
Maybe they're at work orthey're, you know, have shown
(21:34):
that they're just about ready totake that step with you, but
they just need a little bit more, either time or a little bit of
a reminder, to kind of get themto take that next step.
So those ads are generally thebest performers, but it's the
smallest audience, right.
So you've already put in thegroundwork of building up the
crust, pushing them through,getting them to that stage where
they're ready to go, and thatlast little ad could come up and
(22:01):
be like here's some socialproof, here's our customer
reviews or here's sometestimonials that will help you
in convincing you that youshould take this next step.
Bottom of funnel can be reallypowerful but, as Jack said
before, you kind of want to feedit from top, middle to bottom
and look, you can sell to top offunnel.
There's nothing saying youcan't do bottom of funnel ads at
the top, but again, you mightwant a bit more of a gentle
approach with people at the top.
(22:22):
That's more educational andnurturing than just being like
buy my course or book me foryour wedding.
You want to kind of lead themto that final stage.
So it's a really importantconcept, I guess, to grasp for
us geeks in marketing.
But I think it is very usefulto think about in terms of the
content you're putting out andespecially how you're
(22:42):
structuring and promoting yourads.
Speaker 3 (22:44):
I like that whole explanation there.
I'm a big believer in atransitional call to action,
then a bit of nurturing and thenan actual call to action, which
is pretty much that funnel youwere talking about Kyle.
So yeah, mate, when it comes toad copy, there's a whole lot of
little segments within creatingan ad that we need to look at.
(23:06):
We've got ad copy, we've gottargeting, we've got all that
sort of stuff.
How important is that smalllittle bit of ad copy that we've
got targeting?
We've got all that sort ofstuff.
How important is that smalllittle bit of ad copy that we've
got to play with?
Speaker 2 (23:17):
Yeah, good question, man.
I think that ad copy isimportant and it really does
depend on the business and theindustry as well and where
you're placing those ads as well, because, for example, if
you're promoting video contentand you're targeting reels,
people don't often click on thecaption to read your text unless
they're super, super interestedin what you are talking about.
(23:38):
And we find that video worksgreat for driving brand
awareness and getting peopleaware of who you are and what
you do, but it doesn't convertwell to clicks.
People watch the video.
They might not click through toyour website or read the text
right.
So I do think that, based onwhere you're targeting and what
type of assets you're using inyour marketing campaign, it will
(24:02):
depend on what content you'reputting in there as the written
content.
So I always find and this mightbe just because I'm an old
school Facebook marketer, but Ialways find that single image
and carousel based content stillworks the best at driving
traffic, like a highclick-through rate to your
website or to your offer.
So I think it's just lessdistractions.
(24:23):
You know what I mean.
There's not as much like videoor something there kind of
distracting people from takingthat next step.
And also in those you'll findthat the text is often read a
lot more.
So those that you know, if youhave long form text in that ad,
people will go through it andread it before they kind of
click through.
So again I could say you know,you want to test these things
out.
(24:43):
Something recent that Facebookhas done in the ads platform is
they've made ads so that insteadof creating, let's say, 25
variations of an ad, you can putin up to five different
variations of body text as wellas five different headlines in
the same ad.
And what Facebook does with itsAI is it kind of swaps those out
(25:04):
, tests them for you andcombines into the best possible
ad that it can.
And to keep it from getting tooboring for people, it will also
swap out that text.
So you kind of have you canalso use five different images
as well.
So it's basically I'm trying towork out the math five times
five times five, you'veessentially got like 125
variations of the same ad thatFacebook will kind of change up
(25:28):
to keep it fresh and avoid adfatigue.
So you can create in one ad,you know, heaps of different
varieties of headlines and bodytexts as well in the ad and,
depending on the placement,obviously, like Instagram, you
don't really see a headline likeyou do with Facebook posts, but
you kind of have a varied kindof look and feel and heaps of
different options that you'refeeding through your audience.
Speaker 3 (25:51):
So in that text, mate .
I'm sure this is a questionthat everyone's got In that text
.
Are we taking them on a journey?
Are we telling them a story?
Are we adding a call to action?
What does that text entail?
Speaker 2 (26:06):
Yeah, good question, man.
One of the methods that wereally like to write our ads in
is what we call the pass method.
There's so many different.
Ai is great for this.
Guys, if you want to look athow to write good ads, go to
ChatGPT or any of the AIplatforms and just type in what
are the different writingmethods for Facebook ads?
We like PASS because the PASSmethod is what's the problem
(26:28):
that your audience are facing?
How do you align yourself withthat problem and then how do you
solve that problem for youraudience members?
So a good example might be youknow, like we're thinking of the
wedding industry.
Are you struggling withoverwhelm of planning your
wedding?
Oh, you're putting in latenights.
You're, you're googling toomany different providers.
The venues are all adding extracosts on extra cost.
(26:48):
You know you're struggling toeven know where to start.
You're aligning with thatproblem and you're kind of
talking about how that problemis agitating and how it is
something that you can relate to, and then you'd probably say
something like look, booking awedding planner can help you
with just getting rid of thestress, helping make this a day
that you can actually enjoyrather than a day that you dread
(27:11):
.
So you're kind of writing thatcontent in a way where it's like
here's the problem, here's howthe problem sucks and you know
all the things that you'reprobably experiencing right now.
Then here's how we can helpsolve that Right.
So that's a really I thinkthat's a really good method to,
especially top of funnel, alignwith the person and make them
feel like they're seen you knowwhat I mean Like they actually
(27:36):
are going oh, wow, yeah, theytotally get the problem that I'm
facing and why not book in acall Like you know what's the
worst that could happen?
So I think that's a good methodthat I find works well, but
there's so many different waysyou know that you can address it
, but that's one that I reallylike.
Speaker 1 (27:44):
I think too, the fact that you can do a lead form on
Facebook without leavingFacebook is huge these days.
I mean, that's obviously beenaround for a while and it feels
non-offensive.
It now pre-populates your nameand your phone number and your
email, so you know it can bedone on the phone, while you're
waiting for the bus or whatever.
But, kyle, can you walk usthrough?
(28:05):
It doesn't just stay onFacebook anymore, you don't have
to.
In the oldenen days, you had togo back in and download your
csv file, didn't you?
But now it can link withsoftware such as go, high level
software that we have to use andyou can.
You can incorporate that as away of receiving data and
kicking off automations anddoing a whole range of other
things.
So 100 could you maybe?
(28:27):
Um, I've got go high level inmind, but I know that this could
apply to active campaignyouaign lots of other platforms.
Speaker 2 (28:33):
Could you walk us?
Speaker 1 (28:33):
through a basic kind of structure of a funnel that
might come from a Facebook leadad.
Speaker 2 (28:40):
Yeah, sure.
So with Facebook lead ads whichyou can choose kind of where
you want to send that or getthat lead from.
So, just like Jack said, youcan have this as a kind of a
lead form in Facebook andInstagram, where I'm sure
everyone watching this probablyhas seen one of these at some
point in the past.
But if you click on the youknow get offer or contact or
(29:00):
learn more, it pops up with aform, often with your details
already filled out, so your name, your number, your email
address, and you can just clicksend type of thing and or you
know the next step, whatever itis.
So that is one way that you canget leads really quickly.
You can also do messengercampaigns through leads, so you
can kind of say I want to starta conversation and the cool
thing is is you can semiautomate this now as well with
(29:21):
kind of frequently askedquestions or qualifying
questions that start theconversation while you're being
notified.
To jump in, the last one is youcan obviously send them to a
website or have them, you know,go to a landing page and that
type of thing.
All of these can plug into CRMsystems or HubSpot's a good
example, gohighlevel as well,even MailChimp.
(29:41):
You can plug into Facebook adsso that, as soon as you get a
lead, certain actions can thenhappen.
A really important one isnotifying you, so you know.
You can set up a text messageor a phone call or you know an
email to make sure that you knowthat this is happening, and
then you can also set upautomated emails to that person
to make sure that you know.
It's like hey, we've receivedyour inquiry.
(30:02):
Here's a bit more about us.
You know, if it's an urgentinquiry, here's how you can
reach out to us right away.
Otherwise, our team will be intouch within hours.
Let's say, you can also thensend out a series of emails.
If they open this email, thenyou send out this.
If they don't open, then sendout that.
So there's a lot of actions youcan do.
Post that In Go High Level.
There's what they call a recipe,which is just a simple template
(30:23):
, let's say, of an automationworkflow where any new lead that
comes in, it sends an email, anotification to you, and it can
even call you from the.
You know you have to set up,obviously, a phone number, but
it can call you and say hey,there's a new lead that's just
come through.
Do you want to be connected?
And you push any number on thepad and it calls them right then
and you and you're basicallyconnected through the phone.
(30:44):
So that can be a reallypowerful way.
Like, if you you know, if you'reable to call a lead within the
first five minutes, that's likea game changer for most
businesses, because nobodyexpects you to give them a call
within five minutes, like that'sunheard of.
So I like that, that workflow.
And if you're busy and you sayno, you can send them a
voicemail, which would besomething like hi, it's Jack
from winning Academy.
You know, just saw your leadcome through, tried to give you
(31:05):
a call.
Let me know if you have sometime to talk.
My number is blah, blah, blah.
So things like that are kind ofthe automation that you can do
from a lead gen perspective andthey're not too difficult to set
up.
Like it's something that youcan set up with relative ease
these days.
It just kind of depends on howhardcore you want to go, because
you know calling and textingand all that might be a bit much
, but you can definitely doemails and you know Facebook
(31:28):
messages and a whole bunch moreautomated.
So, yeah, those are some of thethings you can do.
Speaker 3 (31:32):
Mate, I kind of want to say very quickly, but I know
it might not be Audiencetargeting is huge.
Audience demographics are huge.
Can you give us a couple ofquick tips when it comes to
targeting audience demographics,what to add what not to, what
to exclude, all that sort ofstuff?
Speaker 2 (31:51):
Yeah, absolutely so.
Facebook has gone through a lotof changes over the past.
The up-to-date 2025 kind oflike recommendations from people
who do this day in, day out isthat you want to go broad now
with your audience targeting,because, based on your business
and based on your targeting,facebook's pretty good and I
should start saying meta I don'tknow why I keep saying Facebook
(32:13):
but they're pretty good atdrilling in on your ideal target
market and figuring it out foryou.
So back in the day you used tofind interest targeting was all
the rage.
There's lookalike audiences,which are still really powerful,
but the broad audiencetargeting seems to be working
quite well for most clients.
So I still think, though, areally good audience tip is that
(32:36):
, if you're just starting out todo some Facebook ads, if you
have any data that you can feedmeta and its algorithm you know
to help in targeting youraudience better, you want to
make sure that you've takensteps to give that data through
to Facebook.
So a really good and easy wayto do this is, if you have an
email list of previous customers, you can upload this data and
(32:57):
say these are my customers.
I want to find more people likethis.
Now Facebook has 50,000 plusdata points per person.
It's much better than youputting in interested in
weddings to kind of go here's mycustomers.
Look at all of the people onthis list, figure out the
profile based off these 50,000data points and help me find a
(33:18):
99% match to these people.
So that's what we call a 1%lookalike audience.
So if you can upload yourcustomer data, that's like a
goldmine for helping intargeting audiences and then
create a lookalike audiencebased off that for whichever
location you want to targetOften it's Australia or it might
be the US or it might be the UKGo broad if you can service
(33:40):
that area.
Or if you're a localphotographer and you want to go
for the Sunshine Coast orBrisbane, you want to make sure
you're setting that up in termsof targeting.
But you can create thoselookalike audiences.
You can also do this with emaildatabases.
You can do this with a lot ofdifferent stuff.
I've seen people do this andI'm not saying that this is
something that I do because Ithink there's a gray area here
(34:01):
but there's people who use toolsto pull data from Instagram
accounts to get the people whoare following certain Instagram
accounts upload that and say Iwant to find a way to target
these people or create lookalikeaudiences off that.
Again, facebook's pretty, youknow, they're pretty strict on
data privacy and things likethat, so they you do have to
kind of say yes, I've gottenthis data firsthand, type of
(34:22):
thing.
But there's definitely brandsthat I've seen who have done
that before, where they're kindof, you know, crawling the
internet to build up these lists.
So there's definitely ways todo that legally.
I don't think that's illegal,but it's definitely frowned upon
.
But your customer list, youremail list, would be a great
place to start.
You can use your Instagramaccount, you can use your
Facebook account.
(34:43):
Like I said earlier, I want totarget all the people who've
engaged with me in some way overthe last year.
That's also a great audience tostart with.
Those are what we call warmaudiences and then the lookalike
audiences off that would bekind of top of funnel cold
audiences that we want to see ifwe can get people through and
get them to come and have a chat.
Speaker 1 (35:03):
Now talking about people who are engaged.
I'm not going there with you,ben, don't worry.
Speaker 2 (35:08):
Yeah that'll be later .
Speaker 1 (35:14):
something that facebook and instagram has as
targeting, which is not onpinterest, it's not on google,
it's not on linkedin, is thecurrent relationship status, and
even though most of us in myvintage are kind of not as
active as we were on facebook,we might be there for the groups
and marketplace, but we're noton there trawling like we used
(35:34):
to.
We certainly like to go in andupdate that we got married or
that we got engaged, and that isa targeting that you can't
really get elsewhere.
Can you on these otherplatforms?
Speaker 2 (35:46):
It's really unique.
Speaker 1 (35:48):
And for us, you know, to target someone that's got
engaged three months just gotengaged, or three months ago, or
six months ago, 12 months ago,you know it.
It sounds really specific, butyou can get even more laser
focused than that.
You can kind of think aboutwell, I'm a venue, I'm the
usually the first thing to getbooked, you know, or I'm the
last thing to get booked, and soyou can kind of play with those
(36:10):
timings and, and you know, putyour other data on top and and
and really you really find thosepeople that are your people,
but they've got engaged and yourad's gonna be right in front of
them at the right time 100%.
Speaker 2 (36:25):
I think it's hard to get people to pay you money off
an ad straight off the bat, butif you can start conversations
with people who've just gottenengaged, that's definitely a
good place to start.
Like that is what I would befocusing on for wedding planners
or photographers with Facebookads would be like just start the
conversation, target local foryour area, people who've
recently become engaged, and tryto do some type of soft
(36:48):
approach where it's like hey,here's who we are, here's what
we do.
Do the pass method, becausethat's always good and let's
have a chat and they can justsend you a message or whatever
the next step might be.
People are fine sending amessage on Facebook.
Like I think a lot of peopleprefer that soft approach where
they're like you know they mightbe a bit less inclined to give
you their email address andtheir phone number, because we
all have this happen where you,you do that and then suddenly
(37:09):
you're just flooded with emailsand you're like oh my God,
unsubscribe Whereas a Facebookmessage.
What's the harm of that?
They might be able to send youa message, but they're not going
to spam the hell out of you, Ihope anyways on a Facebook
message.
So I think that would beprobably a good strategy worth
testing.
I reckon if you're firststarting out Awesome.
Speaker 3 (37:27):
Thank you very much, mate.
This has been very informative.
Speaker 2 (37:30):
Awesome.
Well, I'm always happy to chatwith you guys.
It it's, it's always a blast.
I love, uh, seeing your siblingrivalry, uh going on.
You know you guys got a greatenergy and it's no.
Wedding academy is awesome.
So I'm really excited to beable to kind of contribute and
help out and I love talkingabout this stuff guys.
So you know it's, it's always apleasure we love it too.
Speaker 1 (37:48):
I'm nerding out all the time over the stuff um kyle.
If someone hasn't made afacebook ad in a couple of years
and they logged in today,what's changed?
What do they need to forgetabout?
That never existed and reallylays a focus on.
Speaker 2 (38:05):
The big thing that I would say is Advantage Plus.
What is that?
Advantage Plus is Facebook's AIcampaigns.
Google has this, facebook hasthis.
A lot of the big platforms aregoing down this path TikTok, as
you know.
A lot of the big platforms aregoing down this path, tiktok as
well.
So a lot of the ad platformsare starting to go look, let our
AI target the right audience,create the right ads.
(38:26):
And, you know, trust us tospend your money, sort of thing.
We've done a lot of testing withAdvantage Plus and it does work
well.
But it also can be, you know,when things go awry, especially
for bigger accounts where youhave a lot of budget being spent
, it's very hard to diagnosewhat the problem is and how to
fix it.
So I still prefer to have kindof a bit more manual control
(38:47):
over who our audience is andwhere we're targeting and things
like that.
But we do often have somebudget for Advantage Plus
audience targeting and we do usea lot of the advantage plus for
helping optimize the ads,because what it will do is it
will take your creative and itwill, you know, it might enhance
the colors, it might put musicto it, it might, you know,
create a video for you andthings like that, where it might
(39:09):
take you a couple of hours todo that.
But you know, with a click of abutton, advantageantage Plus
can kind of help you withcreating different variation.
It also can help you write yourads, which is pretty cool, but
I find it's very Americanized.
So you know, you kind of haveto say you know it needs to be a
bit more Australian, please, oryou kind of have to tweak it a
bit, but it can help you withwriting headlines, writing
(39:29):
descriptions for your text andso on.
So for somebody who's justgetting started, it can be a
huge yeah, a huge time saver,that's for sure, and it is
actually really good.
I've got a client who we'vejust started working with and
they have advantage pluscampaigns running at the moment
and they're getting a prettygood return from it.
The only thing is is that wetalked about the funnel.
Advantage plus will go for thepeople who it thinks will buy
(39:51):
first.
So it often will you knowyou're going, hey, target all of
Australia or all of the U?
S, and it will just go into thepeople who've been to your
website and that's it, becauseit's like I'm just going for the
best you know, bang for yourbuck, and this audience seems to
work great.
So then, all of a sudden, yourads are going.
Our ads have been seen seventimes on average per person Like
we're targeting millions ofpeople here.
(40:11):
Why is that happening?
It's because AI knows these arethe people who are going to buy
best.
So it can be a little bitsometimes tricky because you
can't really configure it andsay stop doing that.
You know, don't target this.
It's like it's going to do whatit thinks works best, which can
be a blessing.
It can also be a curse.
So that's a big change, I think.
Speaker 1 (40:29):
Just quickly.
How does one find advantage?
Is that you go in and youcreate a campaign and it's a new
campaign option, or where doesit sit?
Speaker 2 (40:36):
when you're setting up a campaign there's a little
wizard that pops up andessentially it will say would
you like to to create a you know, an advantage plus automatic
campaign, or would you like touse the boring manual settings?
Speaker 1 (40:46):
so it kind of I bet that's what it says it sells the
.
Speaker 2 (40:49):
You know, yeah, it's very much like.
This is the best and you shoulduse this or or manual.
Don't do this one.
This one's awful, but themanual configuration is how it's
been done since Facebook adshas started.
If you want to control whereit's being shown, who it's being
shown to, you still want tohave that manual control.
I prefer manual control, butthat's only because when you're
(41:11):
spending that big bucks, youwant to know exactly what's
going wrong and how you can fixit right.
So having that manual controljust means it's not a black box
that you're trying to crack openand you know peek into which AI
can be at times.
Speaker 1 (41:23):
Would these do really well for, like a two-day flash
sale where you've just you'vegot some money to throw at a
campaign?
Yeah, yeah, I think.
So I'm thinking like a.
Speaker 2 (41:32):
PMAX kind of.
You know.
Yeah, we find that it worksreally well.
It works well for e-commerce,it works well for sales.
The only problem is is it cantake away from other campaigns
because you know we'll normallystructure our campaigns in that
top, middle and bottom of funnellike we talked about.
So top of funnel it's kind ofmore traffic or brand awareness.
Middle of funnel it might beadd to carts.
Bottom would be like the saleand when we do an advantage plus
(41:58):
campaign it will kind of takeaway from your bottom of funnel
campaigns.
If you're saying I want sales,or if you know you say add to
carts, it's going to take awayfrom that other campaign.
So you just need to be careful,I guess, of what else is
running.
Running advantage plus campaignson their own could be amazing.
And I think starting outespecially if you're not super
confident with going through itall and you know optimizing
these things and and splittesting I think advantage plus
(42:19):
is a great place to startbecause it's kind of like you
know, bowling with the, with thebuffer lanes, you know like
you're like, oh, I can't, Ican't really lose here.
But it does get frustratingwhen you're, you know, trying to
customize it and really kind ofdrill into it a bit more.
So, yeah, it's a great place tostart.
I just think it can beproblematic if you're running
other campaigns at the same time.
(42:39):
So for a sale, flash sale, yeah, it could be actually really
good.
I think it could be a fantasticcampaign to try out.
Awesome, I've talked way toomuch, guys.
I really appreciate you havingme on.
I know that we probably are inthe future hopefully going to
talk more about other adplatforms.
So what I'll say to anyonewatching if you are interested
in learning more about Facebookads, we do offer coaching and
(43:02):
services like that for peoplewho want to do it themselves.
Or if you're looking for helpin having somebody manage it for
you, you can always book in afree chat with me.
We can go through it and talkabout how it could work.
So more than happy to have achat.
Probably I'm hoping we'll havea chat in the future.
Talking about Google ads too,because I find Facebook ads a
lot more people are confident inhow that works.
(43:23):
Google ads is kind of like a.
I have no idea how this works,so Google ads can be really
confusing.
Speaker 1 (43:25):
Ben, do you have any final questions before we go?
I think he's done the 18 yearold question.
Speaker 3 (43:31):
Yes, yeah, we did in the beginning, and I do know
that Kyle has anotherappointment.
So, mate, thank you so much.
People can find you atsocialgeekscomau.
Speaker 2 (43:40):
Yes, that's right, yeah, and I would love to have a
chat.
So thanks so much, guys, forhaving me on.
It's been a lot of fun, greatWe'll see you soon.
See you soon, mate.
Thanks so much, guys, take care.
Kyle, thank you so much for coming back.
It's so nice to see you.
I.
Are you working?
I heard you're on a holiday atthe moment no, I'm very much
working.
Speaker 2 (00:09):
Yeah, absolutely, it's been pretty busy the last
little bit, but, um, I did comeback from a wedding.
Uh, I was in Queenstown, new,zealand, which was beautiful for
a friend's wedding there, socame back and then we had a
cyclone, so that was fun now alittle birdie told me that
there's another wedding comingaround the corner.
Yes, I'm getting marriedactually in May, so that's
exciting.
It's a lot of work.
(00:30):
I have a newfound respect forwedding planners, that's for
sure.
Speaker 1 (00:33):
Excellent, I'll keep that in mind when I need to pull
that one out against you.
Cool, and when you were at thisrecent wedding anything, you,
anything you picked up that youwere like definitely not going
to do that, or definitely amgoing to do that.
Speaker 2 (00:45):
That.
Yeah, look, there was a lot ofstuff there that I really liked.
They did share plates, which Ithought was a really good idea,
where, being New Zealand, theyhad, like lamb on the bone, big
roast that they bring out foreach table and people just kind
of picked away at the food.
So that was really nice, a lotmore communal, and it was just a
beautiful location right onlake wanaka, a beautiful,
beautiful scenery.
(01:05):
The only thing I'd say is thatif you're in the full sun in
australia, new zealand, youreally need to think about shade
for your guests.
You know, the whole ceremonywas in the sun and it got hot,
so, luckily, my partner and Iput on heaps of spf 50, but
there was, uh, quite a fewguests that had not thought of
that and they were red as youget.
Um, so the sunburns wereprobably the big thing that they
(01:27):
hadn't hadn't maybe thought of.
Um, there was a few people whohad shade umbrellas, which was a
good, uh good tip, but, um, itwas windy so some of them turned
inside out during the ceremonyas well, which was a a bit of a
bit of a blunder.
So, yeah, that was.
It was a beautiful wedding.
Uh, really, really enjoyed it.
But those, those are probablythe main things, really, I guess
.
Speaker 1 (01:45):
Wow, there you go.
Speaker 3 (01:47):
Yeah, always a good look for the umbrellas to go the
wrong way too at a wedding.
Speaker 2 (01:51):
Yeah.
Yeah, the bride's veil blewaway as well when she was
walking down the aisle.
It was just that windy so itjust kind of flew off and that
was a bit of a moment.
Everyone kind of had a bit of achuckle and moved on.
Speaker 1 (02:04):
but uh, yeah, it was definitely windy, that's for
sure please tell me they got aphoto of that like I think so
yeah, I haven't seen all thephotos yet, but um, yeah, that'd
be such a great action shot,just like yeah, yeah, I love it.
So I know that everyone thinksthat we're here to just talk
about weddings and you knowgreat little tips, but we're not
.
We're here today to talk aboutFacebook and Instagram.
(02:24):
Some of you may have heard Kylea few.
I was going to say a few weeksago.
It's probably a bit longer thanthat a month or two ago, where
we talked about GHL go highlevel and I know a stack of you
went off and signed up and youknow in the process of talking
to Tim about getting his helpwith that platform.
But I did touch on the factthat Kyle has a business called
(02:45):
Social Geeks and he runs all thedigital marketing for Wedding
Academy.
So any Facebook ads you mightsee, google search campaigns,
display campaigns.
We've dabbled in lots ofdifferent platforms but we
absolutely adore him and lovehis insights.
He's absolutely got his fingeron the pulse, so we thought it'd
be a great idea to get him backmore often, maybe every now and
(03:10):
then, to talk about a range ofdifferent platforms, because in
this wedding space it's justever-evolving, isn't it, and
it's impossible to stay on topof what each of these platforms
and what the latest algorithmsare, what are the latest tips.
So it's great to have an expertlike Kyle to do all that
homework for us and give us thecliff notes and just let us know
(03:33):
what we need to be doing rightnow on these platforms.
Before we get started, getyourself a pen and paper.
I'm sure there's going to belots of things you're going to
jot down, or you're going totell your ads guy, or go and log
into Ads Manager yourself andchange immediately.
What do you reckon?
Speaker 2 (03:51):
Looking forward to it .
It's going to be fun.
Speaker 3 (03:53):
And I've got a pen ready as well.
Speaker 1 (03:56):
Yeah, Ben, you most of all need to be listening to
this.
Speaker 3 (03:59):
Yeah, thanks for that .
It's a bit pointed.
Speaker 1 (04:02):
Right, it's a bit pointed, right.
So, um, let's, let's talk about, for those people who haven't
kind of played with facebook andinstagram ads yet, I guess,
well, let's start there in termsof what are the first kind of
steps that they should takebefore even thinking about
launching a facebook orinstagram ad campaign yeah,
great question.
Speaker 2 (04:22):
I think that from my experience with Facebook ads
we've been we've been runningFacebook ads for clients for
probably going on nine yearslike this is like pre really.
They had like all the amazingAI and tracking pixels that you
could kind of use and back inthe day it was really just
traffic to your website.
Now there's so many differentobjectives and so many different
things you can do with it,which is pretty exciting, but it
(04:43):
can be daunting as well.
I think if you're just startingout, you're kind of like where
do I start?
I think the first things that Irecommend to people is, if
you're looking to do Facebookads, you want to make sure that
you've already got things inplace that will help you with
converting traffic to yourwebsite, or you already have a
proven model for success for howyou handle new inquiries.
(05:04):
Because if you use the bucketanalogy, if your business is a
bucket and you're looking toturn on the tap and fill it with
water, facebook is the tapright.
You can crank that on andsuddenly flood your bucket, but
if your bucket's full of holes,you're not going to hold on to
much right.
So you want to make sure thatyour website has really clear
ways that people can contact you, whether it's live chat,
(05:25):
whether it's a quiz, which wetalked about in our last episode
, or you have things there inplace to help people in getting
started booking in aconversation with you, and you
want to make sure that thosework right, because there's
nothing worse than starting acampaign, spending hundreds of
dollars and then realizing Iforgot to switch on Calendly or
something was there that was atechnical issue.
So really important that beforeyou start spending money on ads
(05:48):
, you do a customer journeyaudit through your process.
Can people get in touch with meand is this working already?
Right?
So we use Google Analytics orthere's heaps of tools for
tracking these things.
You just want to look at yourconversion rate of how many
people have come to your websiteversus how many people have
reached out and actually bookedin a call with you or have taken
(06:11):
your quiz or have started sometype of conversation with you
and your business.
So that's probably number one.
I don't know if that's kind ofa bit too duh, but I think it's
an important thing to point outbecause it is missed a lot of
the time.
Speaker 1 (06:24):
I love that.
There's nothing worse than aleaky funnel is there, and I
know back in my days working atNews Corp, this wasn't just in
relation to Facebook andInstagram, this was in relation
to any kind of spending money,marketing, advertising.
You needed to, yes, get yourwebsite in place, get a way to
catch those details of thosepeople, but I think something
(06:47):
that people also don't think ofis getting that Google Analytics
on the site well before just tobe gathering that data.
So you've got something forwhen you're, you know, building
those first campaigns, to kindof go hey, we, you know we're
really targeting and we can tell, because we've got this data
from our website, women in NewSouth Wales that are interested
(07:08):
in this start collecting yourdata now.
Even if you're not planning ondoing a campaign for a few
months, there's nothing stoppingyou from getting that.
Speaker 2 (07:15):
I couldn't agree more , Jack.
That's really good advice.
On that note, I would definitelyagree and say the Facebook
pixel adding that to yourwebsite when you launch your
website, not when you want tostart advertising, is such a
hack that you will you'll you'llreap the rewards of installing
that as soon as you can, because, even if you're not planning to
advertise now or in the nearfuture, when, when the time does
(07:39):
come, that tracking code thatyou install for Facebook will
already have all of the data tounderstand who is visiting your
website and who is converting,which you can say when you're
setting up your campaigns.
I want to find more people likethis.
I want to find more people likethe people who have converted
on my website, and that can be ahuge benefit to any business,
(08:01):
right?
So that definitely GoogleAnalytics, Facebook Pixel.
If you're launching a website,I always recommend you may as
well install that straight fromday dot, because it's going to
mean that when you do want to goand advertise, whether it's six
months down the line or acouple of years down the line,
you've given those platformsenough data to help you in
(08:23):
finding your ideal audience,right?
So, yeah, great advice.
Speaker 3 (08:28):
Would you agree, colin?
Having a funnel set up beforeyou actually start throwing
money at Instagram or Facebookis the right way to do it.
Speaker 2 (08:37):
I would say so.
I think because using thebucket approach again, like if
you haven't kind of road testedsomething that you know works
and helps you in, you know itcould be as simple as just
having a book, a free call withme type of option on there so
that you can talk about theirneeds, what they're planning,
get a better feel for thewedding number of guests, all of
those details that will helpyou in providing a personalized
(08:59):
quote or service.
You want to be able to capturethat information.
So having like a form orsomething there that you know
people have gone through andit's worked well and you can see
that there's a decentconversion rate, is a really
promising sign that you know, ifyou turn on the tap, that your
buckets not just going to spillout.
So I do find that with Facebookads, google ads, if you look at
(09:21):
it this way, it's probably theleast trustworthy type of
traffic you're going to getbecause, unlike a referral,
somebody who's referring you onthat's probably the highest
trustworthy type of channel thatyou can get new clients from,
because somebody's vouched foryou, somebody's basically going
Jack's amazing, you need to workwith her and then they'll reach
(09:42):
out and they'll be like, yeah,you were referred by Ben and so
it's a nice and easy way to getstarted.
Facebook and Google adsobviously we kind of look at
that with a bit of distrust.
The general consumer will lookat it and go, well, I haven't
heard of this person before andthey're obviously paying for ads
, so I'll check them out.
They seem pretty good, the adseems great, but you know
there's you gotta, you gottabuild up that trust with them.
(10:04):
So this is why having a goodfunnel with your reviews and
testimonials and case studiesand, you know, portfolios,
things like that that prove thatyou are good at what you do,
that's a way that you can buildtrust with those, with those new
visitors.
Yeah, letting have a funnel,it's just kind of thinking
through the basics, basics right.
Like if you were in thisperson's shoes, how would you
(10:26):
decide to go and book in a callwith this person?
You're probably going to behopefully amazed at all the
reviews, the wonderful reviewsthey have, the, the photos look
amazing, all the things that youwould look at and go yeah, okay
, this person clearly isreputable and I'm keen to to
have a chat.
So you know we talk aboutfunnels a lot but realistically,
you just need somewhere you cansend people that has this
(10:48):
information and the next stepsfor them to then take that up.
You don't even necessarily havea website or a funnel set up,
because nowadays you can evenstart just like messenger
conversations.
You know you can get leads offFacebook as well, so you could,
in theory, run ads even beforeyou have all of this stuff.
It's just that the higher theprice point of your service, the
(11:09):
more you're going to have towork to build up that trust and
get people to believe thatyou're a reputable provider of
service.
So if you're a wedding planneror a photographer, you're not
probably going to charge $10.
You're probably going to chargea bit more than that.
So you need to build up thattrust and I think that's why
having a good funnel would makesense.
But again, if you're juststarting a conversation, you
could do that right.
(11:29):
You can have a great video thattalks about who you are, what
you do, and then it's like ifyou're interested, get in touch,
and that starts a Facebookmessage or an Instagram message
or whatever, and you're startingthe conversation there.
So that also is an option thatyou can run through Facebook ads
.
Speaker 3 (11:42):
Yeah, yeah.
So, and speaking of turning thetap on, we all know that it
costs money.
So how much do we need to spendto get an effective ad or to
get something that's going toreturn for us?
Speaker 2 (11:53):
Yeah, good question.
So I guess, with Facebook adsagain, you want to start with a
few things in mind.
The first thing is is you wantto know what a customer is worth
to your business approximately,because we're all in the
business of providing a service.
So what we're looking togenerate is leads right, we're
in the lead generation kind ofcampaign and out of that we want
(12:14):
to know what's the cost perlead that we're paying to get
those.
And then how many leads do weneed to convert into one
customer?
So let's just take Ben, forexample.
Let's say you know you're anawesome photographer.
You charge, let's say, twogrand, three grand, maybe I'm,
you know, way off here, butmaybe you charge 10 grand, I
don't know.
Let's say you charge threegrand, just for the example, for
(12:34):
you know a wedding and you knowyou need 10 leads in order to
get one person to book for awedding.
You could say that theapproximate value of each lead
that comes through is worthabout $300 to the business in
potential revenue.
So you'd want to make sure thatyour cost per lead is well
below $300.
If you're spending $300, you'rein trouble because you're
(12:56):
basically just spending money toget a client and then there's
nothing left at the end of theday.
So you're probably looking atsetting up like what is a
reasonable cost per acquisitionand a cost per lead.
We normally try to divide thatby three at a minimum, right To
kind of say we really want tokeep that below a third of what
our potential revenue would beat most.
So for you, a cost per lead of$100 would be kind of like if
(13:19):
we're above that, we're introuble, if we're below that,
we're okay.
So that's kind of how I wouldexplain it to you.
And then figuring out as well,how many leads do you want per
month?
And you don't have to go andspend $100 per day to start with
.
You can start really small,test it out.
It might take a while.
Let's say you spend $10 a dayand you test it out for a month.
(13:40):
You're trying to figure outwhat's the right audience,
what's the right message andwhat's the right placement on
Facebook ads as well to getpeople to take the action you
want and then measure how manypeople you are converting into a
paid customer.
And that could take time.
People you know they're notready to make a decision
straight away.
They might take three monthsbefore they say yes to booking
you in as a photographer.
But you want to keep a track onthat using tools like
(14:03):
GoHighLevel or other CRMs, tokind of track where those leads
have gotten up to and when theydo convert, you flick it back to
.
Okay, we got that from aFacebook ad.
So great, our conversion ratefrom Facebook ads is 10%, or
whatever it would be.
Does that answer your question,though, man?
I don't know if, yeah, it does.
(14:24):
Yeah.
Speaker 3 (14:25):
I'll say yes.
It's a question that I asked myweb developer and I said dude,
how much do I need to spend?
And he's gone.
Speaker 2 (14:31):
Well, you know, if you're spending 10 bucks a day,
it's probably not enough becauseyou're not getting the reach
yeah, so that's it, yeah,absolutely it's not a black and
white question, it's it's verymuch a gray area, and I guess it
just comes down to what yourbudget is yeah, I do think,
though you, I've been doing thisfor a long time and we have a
process that we've tested andfound that works really well for
us and most clients, right?
(14:52):
So the way that we work is wetry to go through a 30-day
testing process on a low budgetand what we're trying to do is
get some wins on the board so wecan figure out the numbers for
the business.
And before we spend a singledollar, we want to talk to the
client.
Or, if you're watching andyou're kind of going, well, the
numbers that he said kind ofmake sense.
They could work for me.
(15:13):
You'd want to figure out whatthose costs are and what the
numbers are so that you knowwhat success looks like for you,
because it's going to bedifferent for everyone, right?
So obviously, the higher yourprice point, the more you're
probably going to spend to get acustomer.
That's just kind of the rule ofthumb.
It's generally a linear kind ofequation there, but you do want
(15:34):
to make sure that you'retesting on a small scale so
you're not spending five grandfor your first month and getting
zero out of it.
You really want to test.
We generally say start with $20a day, test to see what works
best.
And the great thing aboutFacebook ads is you can split,
test heaps of different things.
You can test different offers,you can test different audiences
, you can test differentcreatives.
(15:55):
You can even test whichplacements so it could be
Facebook versus Instagram orReels versus in your feed.
So there's a lot of differentthings you can test to really
hone in on what's working bestfor your business with your
audience.
So you know, everybody needs agood offer these days, so the
offer really is the thing thatsells it.
(16:15):
But look, you don't have to gostraight to like hey, I'm a
photographer, book me for yourwedding.
It could be you're doing a topof funnel kind of a softer
approach, where you're likedownload my free guide on how to
choose a photographer for yourwedding, right?
So you're then getting theircontact details into a database
and nurturing them through that.
So there's a lot of differentways you can approach it.
(16:35):
Everybody wants to getcustomers.
So that's what we call bottomof the funnel targeting, because
that's the highest intent.
People are ready to buy, butthat's only going to be probably
10% or less of people who areready to go, and in the wedding
industry, probably less right,because how many people are
getting married?
And out of the people who aregetting married, how many of
those are, like you know, atthat active stage of booking a
(16:56):
photographer or a weddingplanner?
They're probably just doingresearch and they're probably
looking around.
So you do want to blend up yourmarketing, to kind of think
about the different stages ofyour marketing, which you could
probably elaborate on further.
But I've talked enough, so I'llgo back to you guys and see if
that's all thinking in.
Speaker 1 (17:13):
I think it's very important, though, to think
about how it can be sosuccessful to layer different
kinds of Facebook campaigns fromthe top of the funnel to the
bottom of the funnel to movepeople along.
So many people think I just puton an ad and press, go and make
it a lead campaign and just sitback and watch.
(17:35):
It doesn't work.
It doesn't work like that.
It's a great way to throw awayyour money.
Speaker 2 (17:39):
Yeah, that's a good point.
That's a very good point.
Speaker 1 (17:41):
Something that I learned really a few years ago,
which just blew my mind, sosimple, is that that top of
funnel you know it could be abrand awareness campaign.
Quite often it is is reallyabout building demand.
Right, that's what that's for,and if you want the bottom of
your funnel to be as full as itcan be, you've got to start up
there and build demand.
(18:01):
It's really massive because itit just it truly is a funnel in
that it reduces, doesn't it?
Speaker 2 (18:07):
yes, yeah, exactly right.
Yeah, I think it's actuallyprobably a good time to explain
for those who might, you know,be like what the hell are you
guys talking about with thefunnel?
Okay, cool, yeah, so the thethree main areas that we look at
with facebook ads is your top,middle and bottom of funnel.
Now, the difference betweenthese is that at the top of
funnel it's generally, like jacksaid, brand awareness and
(18:28):
people who are looking forinformation, but they're not
necessarily intending yet tomake a decision.
So the stuff that works reallywell top of funnel is very broad
audiences.
This could be people who areinterested in weddings or
they've recently changed theirrelationship status to engage.
Like you're still wanting totarget your ideal audience, but
the type of content there isn'tbook a photographer, although
(18:50):
that might work.
You know, you might want totest sales based approaches.
At top of funnel, it's probablygoing to be more informational
content, educational content orsome type of content that is
drawing them in, and I think thebest way to serve people top of
funnel is to provide theminformation and then give, give
them some type of value inexchange for their contact
(19:11):
details, because it's going tocost you way less to get them to
subscribe for a free downloadthan it is to try to get them to
book in a sales call, right,like it's just they don't know
who you are, there's no trustyet.
There's nothing there.
But if they're able to getaccess to a guide on finding a
photographer or you know how toplan a wedding, anything like
that, it might be a free cheatsheet.
It might be a quiz which Ithink Wedding Academy does
(19:34):
really well.
You've got a fantastic quizthere explaining what type of
wedding planner would you be.
Those types of things peoplewill engage with and out of that
they're doing it in exchangefor their contact details.
So top of funnels, brandawareness and trying to qualify
intent.
The next stage is kind of yourmiddle of funnel, where they're
a lot warmer.
They've taken some action.
Really good audiences for thisusing Facebook ads could be
(19:57):
anybody who's watched one ofyour videos, 100% Like.
If you've got videos onFacebook, on Instagram, if
people have watched to the endof your video pretty clear
indicator that they'reinterested in what you're
talking about and they might beready to go for your next offer.
It also could be people who'veengaged with your brand over the
last let's say.
You know, it depends on thebusiness, but it could be the
(20:21):
last year up to a year fortargeting.
So these are people who'veliked to post and, you know,
commented on a post, shared apost, anything like that, or
even followed your page in thelast year.
So those are kind of warmeraudiences.
And it could be even likewebsite visitors, right, like
people who've gone to your blogsor have done something on the
website but maybe haven't takenthat next step of converting
into, you know, a consultation,or they haven't taken the quiz,
(20:42):
they haven't downloaded anything.
These are still warm audiencesbecause they've taken some
action that shows you thatthey're interested in what it is
you're promoting.
So warm audiences are going tobe a lot smaller in the middle
of funnel, but you know they'vefiltered in and they've shown
some level of engagement andinteraction with your brand.
Bottom of funnel is going to bethe smallest segment of your
funnel and that is people whohave kind of gotten to the end
(21:06):
stage but then, for whateverreason, they've dropped off.
So if you think about it likeyou know, you've got courses
online or you've got a book, acall.
They've gone in and they'vestarted filling out the form and
then they left, or they've goneand they've looked at a product
page and then they've, thenthey disappeared.
And it's not that they're notinterested.
Is that people are busy?
Maybe they're at work orthey're, you know, have shown
(21:34):
that they're just about ready totake that step with you, but
they just need a little bit more, either time or a little bit of
a reminder, to kind of get themto take that next step.
So those ads are generally thebest performers, but it's the
smallest audience, right.
So you've already put in thegroundwork of building up the
crust, pushing them through,getting them to that stage where
they're ready to go, and thatlast little ad could come up and
(22:01):
be like here's some socialproof, here's our customer
reviews or here's sometestimonials that will help you
in convincing you that youshould take this next step.
Bottom of funnel can be reallypowerful but, as Jack said
before, you kind of want to feedit from top, middle to bottom
and look, you can sell to top offunnel.
There's nothing saying youcan't do bottom of funnel ads at
the top, but again, you mightwant a bit more of a gentle
approach with people at the top.
(22:22):
That's more educational andnurturing than just being like
buy my course or book me foryour wedding.
You want to kind of lead themto that final stage.
So it's a really importantconcept, I guess, to grasp for
us geeks in marketing.
But I think it is very usefulto think about in terms of the
content you're putting out andespecially how you're
(22:42):
structuring and promoting yourads.
Speaker 3 (22:44):
I like that whole explanation there.
I'm a big believer in atransitional call to action,
then a bit of nurturing and thenan actual call to action, which
is pretty much that funnel youwere talking about Kyle.
So yeah, mate, when it comes toad copy, there's a whole lot of
little segments within creatingan ad that we need to look at.
(23:06):
We've got ad copy, we've gottargeting, we've got all that
sort of stuff.
How important is that smalllittle bit of ad copy that we've
got targeting?
We've got all that sort ofstuff.
How important is that smalllittle bit of ad copy that we've
got to play with?
Speaker 2 (23:17):
Yeah, good question, man.
I think that ad copy isimportant and it really does
depend on the business and theindustry as well and where
you're placing those ads as well, because, for example, if
you're promoting video contentand you're targeting reels,
people don't often click on thecaption to read your text unless
they're super, super interestedin what you are talking about.
(23:38):
And we find that video worksgreat for driving brand
awareness and getting peopleaware of who you are and what
you do, but it doesn't convertwell to clicks.
People watch the video.
They might not click through toyour website or read the text
right.
So I do think that, based onwhere you're targeting and what
type of assets you're using inyour marketing campaign, it will
(24:02):
depend on what content you'reputting in there as the written
content.
So I always find and this mightbe just because I'm an old
school Facebook marketer, but Ialways find that single image
and carousel based content stillworks the best at driving
traffic, like a highclick-through rate to your
website or to your offer.
So I think it's just lessdistractions.
(24:23):
You know what I mean.
There's not as much like videoor something there kind of
distracting people from takingthat next step.
And also in those you'll findthat the text is often read a
lot more.
So those that you know, if youhave long form text in that ad,
people will go through it andread it before they kind of
click through.
So again I could say you know,you want to test these things
out.
(24:43):
Something recent that Facebookhas done in the ads platform is
they've made ads so that insteadof creating, let's say, 25
variations of an ad, you can putin up to five different
variations of body text as wellas five different headlines in
the same ad.
And what Facebook does with itsAI is it kind of swaps those out
(25:04):
, tests them for you andcombines into the best possible
ad that it can.
And to keep it from getting tooboring for people, it will also
swap out that text.
So you kind of have you canalso use five different images
as well.
So it's basically I'm trying towork out the math five times
five times five, you'veessentially got like 125
variations of the same ad thatFacebook will kind of change up
(25:28):
to keep it fresh and avoid adfatigue.
So you can create in one ad,you know, heaps of different
varieties of headlines and bodytexts as well in the ad and,
depending on the placement,obviously, like Instagram, you
don't really see a headline likeyou do with Facebook posts, but
you kind of have a varied kindof look and feel and heaps of
different options that you'refeeding through your audience.
Speaker 3 (25:51):
So in that text, mate .
I'm sure this is a questionthat everyone's got In that text
.
Are we taking them on a journey?
Are we telling them a story?
Are we adding a call to action?
What does that text entail?
Speaker 2 (26:06):
Yeah, good question, man.
One of the methods that wereally like to write our ads in
is what we call the pass method.
There's so many different.
Ai is great for this.
Guys, if you want to look athow to write good ads, go to
ChatGPT or any of the AIplatforms and just type in what
are the different writingmethods for Facebook ads?
We like PASS because the PASSmethod is what's the problem
(26:28):
that your audience are facing?
How do you align yourself withthat problem and then how do you
solve that problem for youraudience members?
So a good example might be youknow, like we're thinking of the
wedding industry.
Are you struggling withoverwhelm of planning your
wedding?
Oh, you're putting in latenights.
You're, you're googling toomany different providers.
The venues are all adding extracosts on extra cost.
(26:48):
You know you're struggling toeven know where to start.
You're aligning with thatproblem and you're kind of
talking about how that problemis agitating and how it is
something that you can relate to, and then you'd probably say
something like look, booking awedding planner can help you
with just getting rid of thestress, helping make this a day
that you can actually enjoyrather than a day that you dread
(27:11):
.
So you're kind of writing thatcontent in a way where it's like
here's the problem, here's howthe problem sucks and you know
all the things that you'reprobably experiencing right now.
Then here's how we can helpsolve that Right.
So that's a really I thinkthat's a really good method to,
especially top of funnel, alignwith the person and make them
feel like they're seen you knowwhat I mean Like they actually
(27:36):
are going oh, wow, yeah, theytotally get the problem that I'm
facing and why not book in acall Like you know what's the
worst that could happen?
So I think that's a good methodthat I find works well, but
there's so many different waysyou know that you can address it
, but that's one that I reallylike.
Speaker 1 (27:44):
I think too, the fact that you can do a lead form on
Facebook without leavingFacebook is huge these days.
I mean, that's obviously beenaround for a while and it feels
non-offensive.
It now pre-populates your nameand your phone number and your
email, so you know it can bedone on the phone, while you're
waiting for the bus or whatever.
But, kyle, can you walk usthrough?
(28:05):
It doesn't just stay onFacebook anymore, you don't have
to.
In the oldenen days, you had togo back in and download your
csv file, didn't you?
But now it can link withsoftware such as go, high level
software that we have to use andyou can.
You can incorporate that as away of receiving data and
kicking off automations anddoing a whole range of other
things.
So 100 could you maybe?
(28:27):
Um, I've got go high level inmind, but I know that this could
apply to active campaignyouaign lots of other platforms.
Speaker 2 (28:33):
Could you walk us?
Speaker 1 (28:33):
through a basic kind of structure of a funnel that
might come from a Facebook leadad.
Speaker 2 (28:40):
Yeah, sure.
So with Facebook lead ads whichyou can choose kind of where
you want to send that or getthat lead from.
So, just like Jack said, youcan have this as a kind of a
lead form in Facebook andInstagram, where I'm sure
everyone watching this probablyhas seen one of these at some
point in the past.
But if you click on the youknow get offer or contact or
(29:00):
learn more, it pops up with aform, often with your details
already filled out, so your name, your number, your email
address, and you can just clicksend type of thing and or you
know the next step, whatever itis.
So that is one way that you canget leads really quickly.
You can also do messengercampaigns through leads, so you
can kind of say I want to starta conversation and the cool
thing is is you can semiautomate this now as well with
(29:21):
kind of frequently askedquestions or qualifying
questions that start theconversation while you're being
notified.
To jump in, the last one is youcan obviously send them to a
website or have them, you know,go to a landing page and that
type of thing.
All of these can plug into CRMsystems or HubSpot's a good
example, gohighlevel as well,even MailChimp.
(29:41):
You can plug into Facebook adsso that, as soon as you get a
lead, certain actions can thenhappen.
A really important one isnotifying you, so you know.
You can set up a text messageor a phone call or you know an
email to make sure that you knowthat this is happening, and
then you can also set upautomated emails to that person
to make sure that you know.
It's like hey, we've receivedyour inquiry.
(30:02):
Here's a bit more about us.
You know, if it's an urgentinquiry, here's how you can
reach out to us right away.
Otherwise, our team will be intouch within hours.
Let's say, you can also thensend out a series of emails.
If they open this email, thenyou send out this.
If they don't open, then sendout that.
So there's a lot of actions youcan do.
Post that In Go High Level.
There's what they call a recipe,which is just a simple template
(30:23):
, let's say, of an automationworkflow where any new lead that
comes in, it sends an email, anotification to you, and it can
even call you from the.
You know you have to set up,obviously, a phone number, but
it can call you and say hey,there's a new lead that's just
come through.
Do you want to be connected?
And you push any number on thepad and it calls them right then
and you and you're basicallyconnected through the phone.
(30:44):
So that can be a reallypowerful way.
Like, if you you know, if you'reable to call a lead within the
first five minutes, that's likea game changer for most
businesses, because nobodyexpects you to give them a call
within five minutes, like that'sunheard of.
So I like that, that workflow.
And if you're busy and you sayno, you can send them a
voicemail, which would besomething like hi, it's Jack
from winning Academy.
You know, just saw your leadcome through, tried to give you
(31:05):
a call.
Let me know if you have sometime to talk.
My number is blah, blah, blah.
So things like that are kind ofthe automation that you can do
from a lead gen perspective andthey're not too difficult to set
up.
Like it's something that youcan set up with relative ease
these days.
It just kind of depends on howhardcore you want to go, because
you know calling and textingand all that might be a bit much
, but you can definitely doemails and you know Facebook
(31:28):
messages and a whole bunch moreautomated.
So, yeah, those are some of thethings you can do.
Speaker 3 (31:32):
Mate, I kind of want to say very quickly, but I know
it might not be Audiencetargeting is huge.
Audience demographics are huge.
Can you give us a couple ofquick tips when it comes to
targeting audience demographics,what to add what not to, what
to exclude, all that sort ofstuff?
Speaker 2 (31:51):
Yeah, absolutely so.
Facebook has gone through a lotof changes over the past.
The up-to-date 2025 kind oflike recommendations from people
who do this day in, day out isthat you want to go broad now
with your audience targeting,because, based on your business
and based on your targeting,facebook's pretty good and I
should start saying meta I don'tknow why I keep saying Facebook
(32:13):
but they're pretty good atdrilling in on your ideal target
market and figuring it out foryou.
So back in the day you used tofind interest targeting was all
the rage.
There's lookalike audiences,which are still really powerful,
but the broad audiencetargeting seems to be working
quite well for most clients.
So I still think, though, areally good audience tip is that
(32:36):
, if you're just starting out todo some Facebook ads, if you
have any data that you can feedmeta and its algorithm you know
to help in targeting youraudience better, you want to
make sure that you've takensteps to give that data through
to Facebook.
So a really good and easy wayto do this is, if you have an
email list of previous customers, you can upload this data and
(32:57):
say these are my customers.
I want to find more people likethis.
Now Facebook has 50,000 plusdata points per person.
It's much better than youputting in interested in
weddings to kind of go here's mycustomers.
Look at all of the people onthis list, figure out the
profile based off these 50,000data points and help me find a
(33:18):
99% match to these people.
So that's what we call a 1%lookalike audience.
So if you can upload yourcustomer data, that's like a
goldmine for helping intargeting audiences and then
create a lookalike audiencebased off that for whichever
location you want to targetOften it's Australia or it might
be the US or it might be the UKGo broad if you can service
(33:40):
that area.
Or if you're a localphotographer and you want to go
for the Sunshine Coast orBrisbane, you want to make sure
you're setting that up in termsof targeting.
But you can create thoselookalike audiences.
You can also do this with emaildatabases.
You can do this with a lot ofdifferent stuff.
I've seen people do this andI'm not saying that this is
something that I do because Ithink there's a gray area here
(34:01):
but there's people who use toolsto pull data from Instagram
accounts to get the people whoare following certain Instagram
accounts upload that and say Iwant to find a way to target
these people or create lookalikeaudiences off that.
Again, facebook's pretty, youknow, they're pretty strict on
data privacy and things likethat, so they you do have to
kind of say yes, I've gottenthis data firsthand, type of
(34:22):
thing.
But there's definitely brandsthat I've seen who have done
that before, where they're kindof, you know, crawling the
internet to build up these lists.
So there's definitely ways todo that legally.
I don't think that's illegal,but it's definitely frowned upon
.
But your customer list, youremail list, would be a great
place to start.
You can use your Instagramaccount, you can use your
Facebook account.
(34:43):
Like I said earlier, I want totarget all the people who've
engaged with me in some way overthe last year.
That's also a great audience tostart with.
Those are what we call warmaudiences and then the lookalike
audiences off that would bekind of top of funnel cold
audiences that we want to see ifwe can get people through and
get them to come and have a chat.
Speaker 1 (35:03):
Now talking about people who are engaged.
I'm not going there with you,ben, don't worry.
Speaker 2 (35:08):
Yeah that'll be later .
Speaker 1 (35:14):
something that facebook and instagram has as
targeting, which is not onpinterest, it's not on google,
it's not on linkedin, is thecurrent relationship status, and
even though most of us in myvintage are kind of not as
active as we were on facebook,we might be there for the groups
and marketplace, but we're noton there trawling like we used
(35:34):
to.
We certainly like to go in andupdate that we got married or
that we got engaged, and that isa targeting that you can't
really get elsewhere.
Can you on these otherplatforms?
Speaker 2 (35:46):
It's really unique.
Speaker 1 (35:48):
And for us, you know, to target someone that's got
engaged three months just gotengaged, or three months ago, or
six months ago, 12 months ago,you know it.
It sounds really specific, butyou can get even more laser
focused than that.
You can kind of think aboutwell, I'm a venue, I'm the
usually the first thing to getbooked, you know, or I'm the
last thing to get booked, and soyou can kind of play with those
(36:10):
timings and, and you know, putyour other data on top and and
and really you really find thosepeople that are your people,
but they've got engaged and yourad's gonna be right in front of
them at the right time 100%.
Speaker 2 (36:25):
I think it's hard to get people to pay you money off
an ad straight off the bat, butif you can start conversations
with people who've just gottenengaged, that's definitely a
good place to start.
Like that is what I would befocusing on for wedding planners
or photographers with Facebookads would be like just start the
conversation, target local foryour area, people who've
recently become engaged, and tryto do some type of soft
(36:48):
approach where it's like hey,here's who we are, here's what
we do.
Do the pass method, becausethat's always good and let's
have a chat and they can justsend you a message or whatever
the next step might be.
People are fine sending amessage on Facebook.
Like I think a lot of peopleprefer that soft approach where
they're like you know they mightbe a bit less inclined to give
you their email address andtheir phone number, because we
all have this happen where you,you do that and then suddenly
(37:09):
you're just flooded with emailsand you're like oh my God,
unsubscribe Whereas a Facebookmessage.
What's the harm of that?
They might be able to send youa message, but they're not going
to spam the hell out of you, Ihope anyways on a Facebook
message.
So I think that would beprobably a good strategy worth
testing.
I reckon if you're firststarting out Awesome.
Speaker 3 (37:27):
Thank you very much, mate.
This has been very informative.
Speaker 2 (37:30):
Awesome.
Well, I'm always happy to chatwith you guys.
It it's, it's always a blast.
I love, uh, seeing your siblingrivalry, uh going on.
You know you guys got a greatenergy and it's no.
Wedding academy is awesome.
So I'm really excited to beable to kind of contribute and
help out and I love talkingabout this stuff guys.
So you know it's, it's always apleasure we love it too.
Speaker 1 (37:48):
I'm nerding out all the time over the stuff um kyle.
If someone hasn't made afacebook ad in a couple of years
and they logged in today,what's changed?
What do they need to forgetabout?
That never existed and reallylays a focus on.
Speaker 2 (38:05):
The big thing that I would say is Advantage Plus.
What is that?
Advantage Plus is Facebook's AIcampaigns.
Google has this, facebook hasthis.
A lot of the big platforms aregoing down this path TikTok, as
you know.
A lot of the big platforms aregoing down this path, tiktok as
well.
So a lot of the ad platformsare starting to go look, let our
AI target the right audience,create the right ads.
(38:26):
And, you know, trust us tospend your money, sort of thing.
We've done a lot of testing withAdvantage Plus and it does work
well.
But it also can be, you know,when things go awry, especially
for bigger accounts where youhave a lot of budget being spent
, it's very hard to diagnosewhat the problem is and how to
fix it.
So I still prefer to have kindof a bit more manual control
(38:47):
over who our audience is andwhere we're targeting and things
like that.
But we do often have somebudget for Advantage Plus
audience targeting and we do usea lot of the advantage plus for
helping optimize the ads,because what it will do is it
will take your creative and itwill, you know, it might enhance
the colors, it might put musicto it, it might, you know,
create a video for you andthings like that, where it might
(39:09):
take you a couple of hours todo that.
But you know, with a click of abutton, advantageantage Plus
can kind of help you withcreating different variation.
It also can help you write yourads, which is pretty cool, but
I find it's very Americanized.
So you know, you kind of haveto say you know it needs to be a
bit more Australian, please, oryou kind of have to tweak it a
bit, but it can help you withwriting headlines, writing
(39:29):
descriptions for your text andso on.
So for somebody who's justgetting started, it can be a
huge yeah, a huge time saver,that's for sure, and it is
actually really good.
I've got a client who we'vejust started working with and
they have advantage pluscampaigns running at the moment
and they're getting a prettygood return from it.
The only thing is is that wetalked about the funnel.
Advantage plus will go for thepeople who it thinks will buy
(39:51):
first.
So it often will you knowyou're going, hey, target all of
Australia or all of the U?
S, and it will just go into thepeople who've been to your
website and that's it, becauseit's like I'm just going for the
best you know, bang for yourbuck, and this audience seems to
work great.
So then, all of a sudden, yourads are going.
Our ads have been seen seventimes on average per person Like
we're targeting millions ofpeople here.
(40:11):
Why is that happening?
It's because AI knows these arethe people who are going to buy
best.
So it can be a little bitsometimes tricky because you
can't really configure it andsay stop doing that.
You know, don't target this.
It's like it's going to do whatit thinks works best, which can
be a blessing.
It can also be a curse.
So that's a big change, I think.
Speaker 1 (40:29):
Just quickly.
How does one find advantage?
Is that you go in and youcreate a campaign and it's a new
campaign option, or where doesit sit?
Speaker 2 (40:36):
when you're setting up a campaign there's a little
wizard that pops up andessentially it will say would
you like to to create a you know, an advantage plus automatic
campaign, or would you like touse the boring manual settings?
Speaker 1 (40:46):
so it kind of I bet that's what it says it sells the
.
Speaker 2 (40:49):
You know, yeah, it's very much like.
This is the best and you shoulduse this or or manual.
Don't do this one.
This one's awful, but themanual configuration is how it's
been done since Facebook adshas started.
If you want to control whereit's being shown, who it's being
shown to, you still want tohave that manual control.
I prefer manual control, butthat's only because when you're
(41:11):
spending that big bucks, youwant to know exactly what's
going wrong and how you can fixit right.
So having that manual controljust means it's not a black box
that you're trying to crack openand you know peek into which AI
can be at times.
Speaker 1 (41:23):
Would these do really well for, like a two-day flash
sale where you've just you'vegot some money to throw at a
campaign?
Yeah, yeah, I think.
So I'm thinking like a.
Speaker 2 (41:32):
PMAX kind of.
You know.
Yeah, we find that it worksreally well.
It works well for e-commerce,it works well for sales.
The only problem is is it cantake away from other campaigns
because you know we'll normallystructure our campaigns in that
top, middle and bottom of funnellike we talked about.
So top of funnel it's kind ofmore traffic or brand awareness.
Middle of funnel it might beadd to carts.
Bottom would be like the saleand when we do an advantage plus
(41:58):
campaign it will kind of takeaway from your bottom of funnel
campaigns.
If you're saying I want sales,or if you know you say add to
carts, it's going to take awayfrom that other campaign.
So you just need to be careful,I guess, of what else is
running.
Running advantage plus campaignson their own could be amazing.
And I think starting outespecially if you're not super
confident with going through itall and you know optimizing
these things and and splittesting I think advantage plus
(42:19):
is a great place to startbecause it's kind of like you
know, bowling with the, with thebuffer lanes, you know like
you're like, oh, I can't, Ican't really lose here.
But it does get frustratingwhen you're, you know, trying to
customize it and really kind ofdrill into it a bit more.
So, yeah, it's a great place tostart.
I just think it can beproblematic if you're running
other campaigns at the same time.
(42:39):
So for a sale, flash sale, yeah, it could be actually really
good.
I think it could be a fantasticcampaign to try out.
Awesome, I've talked way toomuch, guys.
I really appreciate you havingme on.
I know that we probably are inthe future hopefully going to
talk more about other adplatforms.
So what I'll say to anyonewatching if you are interested
in learning more about Facebookads, we do offer coaching and
(43:02):
services like that for peoplewho want to do it themselves.
Or if you're looking for helpin having somebody manage it for
you, you can always book in afree chat with me.
We can go through it and talkabout how it could work.
So more than happy to have achat.
Probably I'm hoping we'll havea chat in the future.
Talking about Google ads too,because I find Facebook ads a
lot more people are confident inhow that works.
(43:23):
Google ads is kind of like a.
I have no idea how this works,so Google ads can be really
confusing.
Speaker 1 (43:25):
Ben, do you have any final questions before we go?
I think he's done the 18 yearold question.
Speaker 3 (43:31):
Yes, yeah, we did in the beginning, and I do know
that Kyle has anotherappointment.
So, mate, thank you so much.
People can find you atsocialgeekscomau.
Speaker 2 (43:40):
Yes, that's right, yeah, and I would love to have a
chat.
So thanks so much, guys, forhaving me on.
It's been a lot of fun, greatWe'll see you soon.
See you soon, mate.
Thanks so much, guys, take care.
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