In this section, we’ll go over how to create and start the initial Facebook ads for testing out our new Lead Generation funnel that we created in ClickFunnels.
Other Sections:
Part 1: Setting Up a Lead Generation Funnel in ClickFunnels
Part 3: How to Manage and Scale Your Facebook Ads
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====Transcript===
Tom:
We are. Welcome, welcome, welcome, folks. I’m super excited to have you here tonight and I appreciate you being here on such short notice. I got the wizard here, the genius, Chuck Sharpsteen himself, and so happy to have him here and for him to be able to jump ahead and join me tonight. Chuck, thank you very much for that. I really appreciate it.
Chuck:
Sure. Thank you.
Tom:
With you folks up on Facebook Live, I do have the link for Zoom down below and I would really appreciate it if you’d jump down into Zoom. That way, you can interact better and easier and see what we’re doing here because Chuck works just damn fast anyhow. What I’ll do is after we’re done tonight, I will bring the Zoom up into the Facebook Live like I always do, as well as the notes from the training tonight. We’ll get them to you in that form and fashion. Without further ado, Chuck, I know you’re way busy and you got a bunch of stuff to do, so first of all, tell us a little bit about you, and let’s get right into the training.
Chuck:
Yeah, so I’ve been doing this stuff for almost 10 years. Met you probably about 10 years ago when your kids were still in high school I think. And his daughter just had a baby. So that’s crazy.
Tom:
She’s 32, I know.
Chuck:
But yeah, I’ve been doing this ever since. We’ve worked together this whole time. I primarily focus on Facebook now, but I kind of know the tech side of things, too, because that’s what I did when we worked together. Yeah. Tonight, we started doing the tech side, tech setup for the ebook last week. Now I’m going to show you how to setup some ads real quick tonight.
Tom:
Excellent. Then we’ll do one more of these, and that way, we’ll have some data and some adaptations that we’ll make along the way. We’ll probably look at doing that maybe next Tuesday again. I know you’ve got family coming in, so maybe we look at after Christmas to do that.
Chuck:
Yeah, possibly. Then we’ll have plenty of data to look at.
Tom:
Yeah I like that. Let’s look at either the week after Christmas or maybe even the week after New Year’s to do that, what’s good for you, Chuck?
Chuck:
Yeah, we’ll figure that out. Yeah. We’ll see how the hour thing looks and have something to show everybody.
Tom:
Awesome. I’m looking forward to that. I need to share my screen.
Chuck:
I can share mine, I think. I think that’ll work better. Because last time we were having issues.
Tom:
Right. What do I got to do for you here and now?
Chuck:
I think nothing. Let me just share it, then you tell me if you can see it.
Tom:
Yep, I sure can, awesome.
Chuck:
What are you looking at? It’s not Gary Busey is it?
Tom:
What? It’s not Gary Busey? No.
Chuck:
Is it ClickFunnels? Is it this one here where my mouse is?
Tom:
It’s ClickFunnels with our Cracking the Code folder.
Chuck:
Okay, cool.
Tom:
But if you’d be on the Zoom, you’d see me. I’ve got an alpaca on each ear. Chuck had Gary Busey behind him a little bit ago. We were playing and having some fun.
Chuck:
Yeah. Yeah. Last week, we went ahead and we created this simple landing page for Cracking the Code ebook. We went ahead and we hooked everything up. I gave it some normal looking domain names, instead of the ClickFunnels domain, so we could just go to Go.TomMerekey.com/CrackingtheCode, that’s going to be the landing page there. Then once people enter their email, I’ll just enter mine here. It goes from here to this thank you page, which you can see is Go.TomMerekey.com/CTC-thank you then I just ignore all this stuff. So that’s going to be the thank you page. I’m going to just keep both those up.
Chuck:
The reason that’s important is because when we make the ads, we want Facebook to know when someone becomes a lead. Facebook’s going to know that by someone hitting this page. Because they’re not going to see this page unless they become a lead. When Facebook sees somebody hit this page, it’s going to know okay, this person is a lead and this ad created that lead. We need to setup a way for Facebook to be able to track that. The way that Facebook tracks that is something called a Facebook pixel. Tom already has a Facebook ads account. But if you haven’t made a pixel before, then what you’re going to do from your ads account is click on these buttons over here, then you’re going to go to events manager.
Chuck:
You can find that sometimes up here, and sometimes it’s down here. You can just click on it. I’m going to right click and open a new tab so that I have it open over here. Then usually, if you haven’t created a pixel yet, then you have, I think, a blue button here that says create pixel, something along those lines. You’re just going to create it for the web, and install it however you want. Sometimes it has instructions on how to install it for things like WordPress and Shopify, stuff like that. Or you can just install it manually, and tell Facebook, “I will install the code manually.” And it’ll just give you the code.
Chuck:
Basically, that’s what I’m going to do. But since I already created the pixel, it’s not going to show me the pixel code unfortunately. At least, I don’t know where it is anymore. They ended up hiding the pixel code after you create your pixel, and I have no idea why. But all I can see is the ID. I’ll show you how to find it if you don’t know how to find it.
Tom:
Okay. What is a pixel, Chuck?
Chuck:
The pixel is basically, it’s Facebook’s code. It’s just a JavaScript, like the cookie kind of. It’s tracking people on your website. It’s code that Facebook gives you to put on your website that allows Facebook to know who’s on your website. That way they can track people that come from Facebook over to your website, and they know what they’re doing and where they’re going. It’s great because we’re going to use it to track conversions, but you can also use it, like when you have a few, like 200 or 300 people become a lead, you can tell Facebook, “Hey, go out and find the closest people in the US that look like this.” That’s called a lookalike audience. They actually end up doing really well.
Chuck:
Because Facebook has a lot of data on you. Actually I like to tell a story about how much data Facebook has, and how good they are. Back when the Cambridge Analytica scandal happened, I think it was 2016, it was something about a website that was allowing users to hook up to their app through Facebook. It would show you how you interconnect with your friends, basically. I thought it was cool, and I did it back in 2014, I think. What ended up happening is they sold this data to the Trump campaign, I think, and it ended up getting Facebook in trouble. It was kind of a scandal, I guess. Anyways, when this happened, there was a reporter in the UK that got his hands on all of the data. It was 30 or 40 million people.
Chuck:
It was just lines and lines of data and columns that he didn’t really know how to read. It was just columns with a headline that said something. He was just trying to decipher what it meant. Randomly out of those 40 million people, he calls me out of the blue one day. I answer the phone and he just starts asking me questions, because he’s trying to figure out what all the data means. He asks me, “Is this your name?” Yeah. He got my phone number from the data. He said, “In 2014, is this the address you were living at?”
Tom:
Wow.
Chuck:
I said, “Yeah.” He said, “In 2014, were you living with someone named Curtis?” I’m like, “Yeah, that was my brother. He was living with me while I went to college.” Then he even went so far as to say, “Would you say you’re a little more introverted and your brother is a little more extroverted?” I’m like, “Ah, that’s exactly how I would explain it.” This is a guy that had no idea what the data meant, and he’s just garnering this from what he can kind of get out of it just from reading the headlines in the database. Imagine, Facebook’s algorithm knows what every single one of these data points means. It can calculate whatever the hell it wants in a millisecond using over billions of people on its system. It has a lot of data points.
Chuck:
It knows who you are, and it knows people that are like you, is what I’m trying to say. It’s very good at figuring that out. That’s how good Facebook is at figuring out who you are and how similar you can be to other people. That’s the kind of data it uses to create these lookalike audiences. That’s an advantage to using the pixel, is it’s allowing Facebook to see who’s landing on your website. Then Facebook can take those users, look at its own data, and then go find more users that look just like them, and it works really well.
Tom:
Wow.
Chuck:
Again, I’m going to show you how to put that code on the website here.
Tom:
Okay.
Chuck:
Like I said, when you first install it, it’ll give you the option to install manually. Unfortunately, they made some change where you can’t get the code after you’ve already installed it. Or maybe you can, and I just haven’t found out where it is again. What I do is I just search for Facebook, pixel base code. Then we’ll just go here. This is the code here. This is the code we’re going to put on the website. I’m just going to copy all this. You can see it says, “Facebook pixel code, and it ends Facebook pixel code.” Those are just comments on the end, but we’re just going to copy the whole thing.
Chuck:
So I copy this, I’m going to go back to ClickFunnels. I want it to be on both these pages. On ClickFunnels, you can add code to the entire funnel at one time by going to settings here.
Tom:
Okay.
Chuck:
Then there’s this place called head tracking code, that’s where we’re going to put the Facebook code. I’m just going to paste that in here.
Tom:
You don’t have to do anything in the middle of anything here? Just, that pops up and then you put the number in?
Chuck:
Yeah, so this is the base code. But you can see, it says, “Your pixel ID goes here.”
Tom:
Okay.
Chuck:
Then it says, “Your pixel ID goes here.” We need to find your specific pixel ID. It can’t be anybody else’s. You don’t want to use Tom’s, you don’t want to use Apple computer’s pixel code, because you’re just going to give them the data.
Tom:
Right.
Chuck:
What we’re going to do is, I’m going to go back here and you can see under Tom’s pixel here, there’s an ID. I’m just going to double click that to select it and then copy that. We’re going to paste that over here, where it says, “Your pixel goes here.” Just paste that right in there. There it is. Then your pixel goes here. I’m going to paste that right there. That’s that. Once we’ve got that, I’m just going to scroll all the way down, save it, and update it.
Tom:
Okay.
Chuck:
That’s it. Now I’m going to go back to the page and make sure it’s installed correctly. I have this Chrome plugin on my computer called Facebook Pixel Helper. You can see it right here, you can see it’s grayed out because the pixel was not installed on this page. If you’re interested in that, all you’ve got to do, you need to be running Chrome. You can just Google Facebook pixel helper.
Tom:
Okay.
Chuck:
It’s this first thing here. Chrome.Google.com, and mine says, “Remove from Chrome.” But if you don’t have it, it’ll say, “Install.” That’s how you get it. You can see it’s the same icon here. That’s how you get it, if you’re interested. But you can see right now, it’s not installed because it wasn’t installed when I loaded this page. I’m just going to go ahead and refresh this, and it should make the code popup. Actually it’s cached right now, so I’m just going to add a parameter here just to make it think it’s a new page. Don’t worry about this, it doesn’t mean anything.
Tom:
Okay.
Chuck:
But you can see it refreshed the page and now this code pops up. You can see it loaded Tom Merekey’s pixel, and we have the correct ID. It ends in 7467, and it ends up 7467. We’re using the correct code. I’m sorry?
Tom:
Beautiful. I like it.
Chuck:
Thanks. Yeah. Now we’re tracking people on the page here. I could do the same thing on the thank you page. Looks like that’s also, see if I just change this real quick.
Tom:
There you go.
Chuck:
Then here it is, then we’ve got the code there, too. That’s good. Now we’re allowing Facebook to track everything. That’s going to allow us not only to create audiences based off of people who have hit the pages, but it’s also going to allow us to let Facebook track conversions that happen when people hit this. I’ll show you how to do that. Now that we’re done with that, we’ve got the code all figured out, we’re going to go back to Facebook. From here, we don’t need to be on the events manager anymore. Actually we do, but we’re going to go to a different page in the events manager. We’re going to go over here to the left, to the star and the circle, and it’s called custom conversions. We’re just going to click on that. We’re just going to create a new conversion for Facebook to track here.
Chuck:
We just click create custom conversion. We’re going to give it a name. I always put CC for custom conversion, then I just name it whatever I want. This is the Cracking the Code lead. I’m just going to call it that. We have the right data source, which is the pixel, conversion event. I’m just going to change this, I’m going to leave it to all URL traffic. Then choose the standard event for optimization. Since this is a lead, I want to tell Facebook that that’s what this is. I’m going to choose lead down here. The reason I’m doing that is, it’s a built-in optimization for Facebook. So it knows what type of conversion you’re going for.
Chuck:
Because every time someone does an event, or does an action that fires an event like this, it puts that event on that person’s profile, somewhere only Facebook can see it. But it knows what people are likely to do certain things. There could be purchase events at certain price ranges. There’s lead events and things like that. It helps Facebook find the right people to become a conversion. Under role down here, this is the most important part. This is where we’re going to put the URL to let Facebook know what the URL is that it becomes a lead, basically. We’re going to use the Facebook page, because someone that hits this page has become a lead. This is just because I looked at it from the ClickFunnels preview thing. This is the actual URL here.
Chuck:
Go.TomMerekey.com/CTC-thank you. What I like to do, if there’s a slash at the end here, I wouldn’t get that slash. I don’t like to get the HTTPS://user. I like to miss the trailing slash. I don’t get that. Then I go all the way off to the HTTPS:// and I just grab basically the root domain, or the sub domain for this, and the trailing URI, whatever you call it.
Tom:
Okay.
Chuck:
I’m just going to copy that. Then come down here. Just make sure it says contains. Because we want it to fire any URL containing this. Then paste that here. Then that’s that. That’s all we need to do. We’re just going to click create, and it says inactive. But if I go here and refresh it again, let’s see if I can make sure that it sees that it’s working. Now you can see it’s active.
Tom:
There we go.
Chuck:
Because I hit it. That’s good, we set it up correctly. Cool. That’s that. Now all we need to do is go and setup the ad. From here, we’ll just go back to Ads Manager. We’re just going to create a new campaign, and I’ll click this green create button here. Then you have a lot of options here. Really, the only option you’re ever going to want to worry about when you’re making a Facebook ad is you’re going to want to choose conversions. That’s for the same reason I said earlier. Facebook is really good at doing what you tell it to do, because it really knows its users. If you tell it to reach a bunch of people, it’s going to reach a bunch of people, and that’s going to be it. If you tell it to get traffic, it’s going to get people to click on links and go to your page, but they don’t want to do anything. Same thing with video views.
Chuck:
If you tell it you want conversions and you want lead conversions, it’s going to find you lead conversions. It’s really good at that. We’re going to go ahead and click conversions, and then click continue. Then we’ll just name this. You can name it whatever you want. It’s really just the top of the campaign here. I always put a WN for my business name. Then after that, I’ll put the name of the campaign. This is Cracking the Code lead gen. Then I just put dash conversions to know what type of optimization I set up for.
Tom:
Okay.
Chuck:
We’ll just make sure everything’s setup. I always turn campaign budget optimization off, because I like to control that at the ad set level. The way you can look at these campaigns is kind of like, the campaign is the main part of the campaign, and everything lives under that. Underneath this main part of the campaign, the conversions campaign, the next level down we’re going to basically tell Facebook who we want to target. We can have different sets of ads that target different audiences, basically. Then that’s the ad set here. Then below the ad set, inside of each ad set, we could have a bunch of ad sets, we could have a bunch of ads. And then those ads will target those particular ad sets that they’re under.
Chuck:
We’re just going to setup one of each for now, but you can have as many as you want basically. I’m sure there’s a limit, but I’ve never hit it. We’ll just click next, and this is going to take us to the ad set. You can see it moved from the campaign up here, down to the next level, which is the ad set. Like I said, we’re going to basically setup the target. Who do we want to show this to? We were talking earlier about the types of people that would like this type of ebook, right? More like spiritual guru type of stuff?
Tom:
Yes. Yes.
Chuck:
Yeah, that’s something you want to think about, when you’re looking for targeting. When you target on Facebook, you’re generally targeting things that people are interested in. It’s not like Google where you target keywords, where people are typing in plumber near me or something like that. It’s not the same. You’re targeting people that are interested in certain things. If you’re targeting me, you might target guitars or something, or certain books. Or certain book authors. Then maybe I’d see one of your ads because those are things I’m interested in.
Chuck:
What you want to do is, you want to think about what things would these people be interested in that would be interested in what you’re trying to show them? Since the Cracking the Code ebook is more, it’s kind of like spiritual self improvement type niche. We were brainstorming earlier is gurus in the space, or famous people that people would be following that would also like this type of ebook. What was that guy’s name that you were talking about?
Tom:
Dr. Joe Dispenza.
Chuck:
Okay. Yeah, what we want to do to see if we can even target him is, we’ll scroll all the way down here, and we’re going to go to this detailed targeting area. I’ll just click edit here. Then right in here is where we can type it in. How do you spell his last name?
Tom:
D-I-S-P-E-N-Z-A.
Chuck:
Yeah, it doesn’t look like he’s in here. What would be another one close to that?
Tom:
Greg Braden, B-R-A-D-E-N.
Chuck:
Yeah, probably not that one either.
Tom:
Okay. Tony Robbins.
Chuck:
Tony Robbins?
Tom:
Yeah.
Chuck:
Yeah, obviously Tony Robbins is huge so he’s going to be here. Sometimes, you’ve got to brainstorm a lot of stuff. A lot of times, I’m thinking about this a lot harder than I’m doing right now, because I’m trying to show really quick how to set this up. But normally, I’m thinking of all different types of things. I’m thinking, what books are they reading? What TV shows are they watching? What other interests do they have? What kind of tools do they use? What kind of apps do they use on their computer? What kind of conventions do they go to? What famous people do they follow? Things like that. What famous YouTube channels do they like? What Facebook pages do they like?
Chuck:
You come up with all these different interests that you can search for on Facebook and see if it’s a targetable interest. I don’t know if targetable is a word, but it’s if you can target it in Facebook. Luckily, Tony Robbins is gigantic, and he’s available. So we’re going to go ahead and click on him. What you can do, I’m going to go ahead and uncheck this. I don’t like expanding it just yet. But what we can do, now that we put Tony Robbins in here, is we can actually click here on suggestions and Facebook’s going to show us people, interests that are close to people, that are close to Tony Robbins basically.
Chuck:
Now you can see, there’s a whole bunch of other people. Robert Kiyosaki, Think and Grow Rich, Gary Vaynerchuck, Rich Dad Poor Dad, Napoleon Hill. All these people. Even personal development as an interest by itself is in here. All kinds of stuff.
Tom:
There’s great ones in there.
Chuck:
What’d you say?
Tom:
There’s some great ones in there.
Chuck:
Yeah. Yeah. The Secret would probably be a great one to try out. Yeah, this is what you want to try out and target. We’ll just stick with Tony Robbins. A lot of people, when I did this when I first started, will be like, “I want all these people, so I’m just going to start clicking on everybody, I’m going to add everybody in here.” That’s something that you don’t want to do. The reason is, if you do that, and you start running your ad, and your ad starts getting conversions, now we have no idea which one of these interests are bringing in conversions effectively.
Tom:
Excellent point.
Chuck:
We would have no way to scale that up or make it cheaper because we’re just kind of going to everybody instead of finding the best one. I just target one interest at a time. Once we have a few that we know all work similarly well, we can lump them together later on and target them in a bigger interest. But right now, we’re trying to figure out what’s going to work and what isn’t going to work. Because this isn’t always going to work. After we get off this call, we’ll probably run more than one and by the time you see the next video, you’re probably going to see a bunch of failures and maybe a couple wins for this ad here. Because that’s how you figure it out.
Chuck:
There’s no way to know exactly what’s going to work right away. It’s all about testing what you think is going to work, using your best guess. But then testing it, and then the market is going to tell you what’s going to work or not.
Tom:
Right.
Chuck:
Yeah. We’re going to go after Tony Robbins. So I’m just going to copy that real quick, because I like to name the ad set what I’m targeting.
Tom:
Okay.
Chuck:
Then I kind of skipped down to look at that, but just to explain that real quick. But now we’ll go through all the rest of the options here. This is probably one of the most important parts of the campaign setup. You can see here, it already has Cracking the Code conversion that we set. That’s the conversion event we set here, right here, Cracking the Code. Basically this is telling Facebook, we want these ads to optimize to get these events to happen. Sometimes this might be blank, and you might even have the pixel area blank, and you might have to choose the pixel. You might have to just click in an area like this and then choose the pixel ID. Then this conversion event will show up. If this is blank, you’ll just click in here.
Chuck:
Or even if it has something, like it could already have lead or something. And you have no idea what’s going on, just exit out. Just click in here, and then scroll down until you find that custom conversion that we created. Ours is right here. I’m just going to choose the right one, because that’s what we want to optimize for in this ad. The next thing we’re going to do is when I first start testing, I like to test with dynamic creative. That just allows Facebook to show different things. You can put 10 different images, you could put 5 different ad copies, 5 different headlines, things like that. You don’t want to get too crazy.
Chuck:
What I like to do is pick one copy, one ad copy, and then test all the different images. Because the image can make such a huge difference, it’s best to find out which one of those is going to attract the highest click through rate and things like that first. That way you can start testing different ad copy from there. I’m going to go ahead and turn that on for now. I just turn that on and click continue. Then the budget, this can be whatever you want. We’re going to set it to $5 a day for now. Then audience, we’re going to leave that for now. Later on down the road, you might want to exclude people that already become a lead. But we’re not going to worry about that right now, because it’s getting into more hassle than it’s worth. Then that’s about it.
Chuck:
Locations here, yeah, we’ll work on that. Depends on what you’re looking for. Me, personally, if I want people to eventually buy something, I like them to be older than 18, because 18 to 24 year olds don’t buy. If you want them to pay money for something later on, then I generally am setting it to 25 and up.
Tom:
Okay, let’s go to 30.
Chuck:
Huh?
Tom:
Let’s go to 30. I know a lot of cheap-ass 25 year olds, too. [inaudible 00:27:38].
Chuck:
So I wouldn’t constrain it too much, because again, like I said, Facebook is going to figure out real quick what you’re looking for and it’s really good at finding it. The more leeway you can give Facebook … I mean, you still want to point it in the right direction, and we’re doing that with these interests. I thought I unchecked this. But we’re pointing it in the right direction with these interests. But you still want to, at the same time, give it leeway to find the right person. Don’t say, “My market’s 35 to 44.” And now you’re working in a nine year age range, when in reality, Facebook will mostly show it to that age range, but it’s still going to find people that are interested and outliers from that.
Tom:
Okay.
Chuck:
So don’t constrain yourself too much. This is pretty good here. We’ll just leave it at that.
Tom:
Then let’s bump it down to 25 just for a second, Chuck.
Chuck:
Okay.
Tom:
Okay. The audience definition, it’s now at 4,300,000. When Chuck had it at 18 to 65, it was 230 million.
Chuck:
Was it that big? Jesus.
Tom:
I know, I couldn’t believe it either.
Chuck:
That’s crazy.
Tom:
I’m seeing that one, holy crap. But just going from 25 now, let’s go up to 30 please. So we’re at 4.3, now we’re at 3.4 million. So we dropped another 900,000 people, just in that five year dynamic there.
Chuck:
Yep.
Tom:
Which do you prefer?
Chuck:
As long as it’s over 50,000 I’m good.
Tom:
Okay.
Chuck:
We’re doing well there.
Tom:
Okay.
Chuck:
Yeah so from here, as far as location, if we want people that are in the United States, by default Facebook puts it on people living in or recently in this location. I don’t think that makes sense. If you want people in the US, then you want people living in that location, so I changed it to that. Then that’s about it. Like I said, uncheck this, because that’s basically telling Facebook to go beyond this, which is not what we want to do right now. We want to find the interests that attract the right people for now. Then that’s about it for this. I’m just looking over it real quick. Since we’ve put this to 30 plus, I’m going to go ahead and add that up here. It’s Tony Robbins and then 30 plus.
Tom:
Nice.
Chuck:
Now we know at a glance what that audience is basically. We have the correct conversion in here, daily budget of five bucks, 30 plus, Tony Robbins. So we’re good. That’s it. That’s our targeting. That’s who Facebook is going to show our ad to and what it’s going to optimize for. We’re going to go ahead and click next. Now this is where we’re going to actually enter all the information to create the ad. First thing you want to do is make sure the correct Facebook fan page is selected, this is the right one. We’ll go ahead and select this Instagram account. We’re going to scroll down, I’m actually going to grab the URL real quick because it’ll show us a preview. What we want people to end up doing is we want people to go to this landing page. That’s the whole point of the ad, right? So I’m going to go ahead and copy this real quick, go back to Facebook, and I’m going to paste that in the website URL area.
Chuck:
Then I’ll just put preview on, and it’ll probably show us, it’s going to show us a preview once we get some images. I’m just going to preview the URL, make sure it’s the right one. Because it’s not fun when you spend money on an ad that goes nowhere. Then we’re going to go ahead and select images to use in the ads. Did you find some images that you wanted to use?
Tom:
I thought so. See what …
Chuck:
You want to just email them to me and I’ll throw them in here? But while you’re doing that, I’ll talk about it a little bit. As far as images, I’m not into really professionally done images because they just scream ad to people, and makes people not really want to have anything to do with them. I like regular looking images that you took with your iPhone. What I’m going to chose, I’m just going to choose a few of those like that, [inaudible 00:32:09] of yours.
Tom:
Want to choose me and Rosie there on the Nepali coast?
Chuck:
Yeah here?
Tom:
That one. Then this one up, with the mountains behind me?
Chuck:
This one?
Tom:
That one will work.
Chuck:
This one?
Tom:
Then this one up here, this third one up here. Or that one down there, too is fine. This one in the beanie, I look kind of cold.
Chuck:
Here?
Tom:
Yeah.
Chuck:
You look like you’re going to go chop down a tree.
Tom:
Yeah. There was lots of trees around me that day, that’s for sure. But yeah, put the pretty girl in with me, instead of it just being me as well.
Chuck:
Yeah, no, I got the ones with her. I’m just going to look at a few more. Is that you? There’s one of you standing onstage. That’s good. Gives you authority. These, I really like this one, I can tell, it looks like you’re in the middle of talking.
Tom:
I am.
Chuck:
Stuff like that does really well.
Tom:
Okay.
Chuck:
One of my clients, I took a screenshot of him talking at a video, and his hand’s up like this, and for some reason I can’t beat that darn picture with anything. He just has a weird look on his face and his hands up like this. Nothing beats it.
Tom:
Okay.
Chuck:
Yeah. That’s what I’m saying, just regular pictures like that are perfect, because people are on Facebook looking for images of their friends and family. They’re not looking to get sold, it’s not what they’re there for.
Tom:
Right.
Chuck:
I’m going to go ahead and add this one, too. You can see all the ones I’m selecting are being added down here. We can have up to 10. The reason I chose the dynamic ad, when we were in the ad set, I checked that thing that says, “Dynamic creative,” or, “Dynamic ad creative.” It’s going to basically try all these and we’re going to learn which ones Facebook knows that people are reacting to the best, and we’ll know the best images to use because of that. Do you want to just use these? Or do you have other ones you want to try?
Tom:
You said you have room for two more?
Chuck:
Yeah.
Tom:
Well there I’m sitting on the back end of a fire engine.
Chuck:
Where’s that? Here?
Tom:
Down below. No, no, I just got out of my attic there, I was working hard that day. Would something like that be better than my feet looking with two drinks at my feet at the ocean?
Chuck:
No that’s kind of cool. What do the words say on this one?
Tom:
You know, I don’t remember. Shoot, that’s a long time ago.
Chuck:
Yeah. I don’t know if it’ll make sense, because I don’t know what it says.
Tom:
Yeah, probably not.
Chuck:
Yeah, we’ll just use these. That’s nine pictures that Facebook’s going to basically rotate through their dynamic ad system and figure out which one does the best.
Tom:
Excellent.
Chuck:
I’m just going to go ahead and select those. I’m just going to select continue. Now you can see, Facebook added all those images down here.
Tom:
Wow. Look at that.
Chuck:
And it’ll go through them. Yeah it’s pretty cool. Yeah. Now you can see a preview over here, that’s what the ad will basically look like. Then we’ll go down to primary text. The primary text, actually, let’s go to the headline first. The headline is what’s going to show down here where it says Cracking the Code. For something like an ebook, I like to put free ebook in square brackets. I just put an opening square bracket, and then I put free ebook, and then a closing square bracket. Then normally, I like to either just put the name of the ebook, or the name of the ebook gets benefits. So whatever the benefit would be.
Tom:
Keys to manifesting your vision each and every day?
Chuck:
Yeah, the only thing is, I don’t know if that’ll fit.
Tom:
Okay.
Chuck:
Yeah, maybe I could shorten that. Manifest your vision each and every day.
Tom:
There you go.
Chuck:
That might be better. Because on mobile it’s going to be really small.
Tom:
Sure.
Chuck:
So let’s try that. It’s the same thing we talked about last week. We’re talking about benefits and things like that. That’s a lot of what we want to focus on when we’re writing an ad, is well the pain, also. But we don’t have a lot of pain here. We’re just going to focus on the benefit. What did we say? Manifest?
Tom:
Your vision. Every day.
Chuck:
Every day?
Tom:
Yeah.
Chuck:
Let’s see how that looks.
Tom:
I think if we had it each and every day.
Chuck:
Okay, let me see if that’ll fit. Each and every day.
Tom:
This is cool as all get out, Chuck. Thank you so much.
Chuck:
Yeah for sure. That fits perfectly, it ends right at the end of the second line.
Tom:
Nice.
Chuck:
Yeah. Whenever I’m doing a free ebook type of thing, every time I put free ebook in square brackets. I didn’t make this up or anything, a lot of people do this. But if I use it with that or without it, with it pretty much always wins. That’s basically my go-to from the get-go.
Tom:
Cool.
Chuck:
That’s why I put that in there. The learn more button, I would just leave it at that. There’s a lot of different call to actions. But learn more seems to always win basically.
Tom:
Okay.
Chuck:
Then yeah. Now, just comes the main part of the ad. The primary text is what’s going to show up on the top here. I think what I’ll do here is start out with, let’s see. Actually I’m just going to copy this I think. Because I think that’ll look good on top of the ad.
Tom:
I do like that.
Chuck:
So yeah that looks good, and that fits perfectly. It’s a good start to the ad, I think. I’m going to put a colon here, do you think that makes more sense?
Tom:
Yes.
Chuck:
Yeah. That’s a good way, it’s congruent with the headline, it has the big benefit, which is to intentionally and purposefully manifest your vision. Then we’ll go into the rest. You’ll be surprised how easy and effective this process is. As far as the rest of the ad, once I ad either a pain or benefit driven initial part of the ad that’s going to catch peoples’ attention, after that, they’re going to stop, they’re going to click this see more link and read the rest of the ad. Excuse me. What I want the rest of the ad to look like, oops, what did I just do? What I want the rest of the ad to look like is basically I use this framework called the pain agitate solution framework. Which is really common in any kind of sales writing.
Chuck:
Basically, you’re taking the pain of what you’re solving, you’re agitating their pain, which is like twisting a knife. You’re making it worse to them so they can visualize it and feel it almost. And then we’re going to give them the solution. Which in our case is this free ebook. Let’s start out with the pain. What do you think the main pain would be that we’re overcoming by allowing people to intentionally and purposefully manifest their vision?
Tom:
I used to struggle with that. I did not know how to create a vision. I knew I didn’t like my job.
Chuck:
Yeah, that’s cool. I used to struggle with creating my vision.
Tom:
I was burnt out in my job.
Tom:
But I did not know how to get to my next.
Chuck:
Get to my next, in quotes?
Tom:
Yes, please. Didn’t know how to move forward. To a new career.
Chuck:
Cool, yeah. So you can see, we’re kind of painting a picture of what it feels like to be in this space that is painful to people. Someone that’s in this situation is going to really resonate with this message and be like, “Man, I don’t like that either.” And it’s going to really make them feel the pain, and they’ll be way more receptive to wanting to grab this free ebook after. Yeah. Do you want to add to that? Or do you want to segue into the …
Tom:
I mean really, at that point in time, I was working 70 hour weeks and it didn’t matter if it was Monday or Saturday, I felt like every day was groundhog day. Groundhog day, in parentheses.
Chuck:
And it didn’t matter if it was Saturday …
Tom:
Monday.
Chuck:
What did you say?
Tom:
It didn’t matter if it was Tuesday or Saturday. Every day felt like Groundhog day. Meaning, all I was doing was spinning my wheels.
Chuck:
How I felt.
Tom:
What I did was, I invested in myself. And learned some new skills. And wanted to share it with others. So I co-created this book.
Chuck:
What’s it called? Cracking …
Tom:
I think it’s just Cracked, but that’s okay.
Chuck:
Oh okay. Cool so that’s a good segue into the solution part. Yeah. We kind of started off the ad with a benefit to get their attention, we may try another ad later on that focuses more on the pain here. But you can see, we’re basically starting out with a pain, which is struggling with your creative vision. We’re agitating the pain by painting a picture. A lot of people can probably relate to all this. Maybe they didn’t have the exact same experience, but they had something similar, and they’re going to be able to paint a picture in their head as they’re reading it and really feel that emotion while they’re reading it. So that’s agitating the pain. It’s like twisting the knife while it’s in their back or in their side.
Chuck:
Then we’re going to offer them the solution, you know? That’s what the book is going to be. That’s what we’re saying here. I created this book, I call it Crack the Code. What we want to do is, from here, we tell them a little bit of what they’ll get out of it. A cool part about that is we already kind of did that here. I’ll just turn these into bullet points.
Tom:
Okay.
Chuck:
Let me sum it up real quick. It’s all about, what would you say in one sentence?
Tom:
It’s all about surrounding yourself with people who help you change, is really what … I invested in myself, and I learned some new skills. But when I invested in myself, I got around other people with different mindset than I had at that moment.
Chuck:
Okay. You want me to write that?
Tom:
I mean, I don’t want to get too wordy with it. But what I did was invested in myself, comma, and got into some mastermind training. That’s up about four sentences, Chuck, is what I was looking to do with that.
Chuck:
Okay.
Tom:
Just below every day felt like Groundhog day, I was just spinning my wheels. Then what I did was invested in myself.
Chuck:
I see.
Tom:
And got into some live mastermind training.
Chuck:
Cool. Now I’ll just say, “In it you’ll learn.” Just going to copy this stuff. Just kind of giving an overview. Whoops. Not what I wanted. Then I’m going to say, “How to take away these …” so it seems less hype-y in the ad here.
Tom:
The exclamation points do?
Chuck:
Huh?
Tom:
Explanation points seem a little hype-y?
Chuck:
I don’t like to do it in the ad.
Tom:
Okay.
Chuck:
Just because I don’t …
Tom:
Folks, hot take trick there.
Chuck:
Huh?
Tom:
I like that.
Chuck:
Yeah, it might be personal preference. But yeah, I just like it better. Unless you’re just going to use it one time, but I especially didn’t want to use them three times in a row like that.
Tom:
Okay. Thank you.
Chuck:
That’s for sure. Yeah. That’s basically covers the whole thing. I usually end it something like this. It’s completely free and worth its weight in gold.
Tom:
Beautiful.
Chuck:
Tap this link now to get it. I know we already have the link here, and they can click this. But if they click the see more button and they’re in the moment here, I want to tell them what to do right at the end as they’re reading it, and give them the option to click right there. I’m just going to grab the URL and I’m going to paste it right down here, and it’ll be part of the ad. Now when I click see more, it’s at the bottom here. And that is it. That’s an ad right there. I really liked how it turned out, off the cuff there. I thought that was cool how you brought that story out, and I think it’ll resonate with people. That’s what you want to do, share something that resonates with people and that they can relate to. Yeah. Just look it over one more time. We’ve got all our images.
Chuck:
Like I said, we could if we wanted to, with this. If I go back to the ad set here, this dynamic creative is what allows us to flip through different images and things like that. It would also allow us to create, like if we create this headline here, I can create four more headlines if I wanted to. But I don’t want to do that, because if we’re trying five different versions of everything, let’s say we have five headlines, five ad copies, that’s 25 iterations right there, and we have 10 images, that’s 250 ad iterations that we have to test and we have to spend money on to find out if they’re going to work.
Tom:
Wow.
Chuck:
I like to just test one thing at a time. If I just leave this as one headline, one ad copy, and I’m testing nine images at the same time, now I’m just testing nine things. I’m going to figure out the best three or four images, then I can go from there, and test a couple of different types of ad copy that say things a little differently. But for right now, I’ll just test the images first and see how they do. Then maybe we’ll test audiences as well.
Tom:
Okay.
Chuck:
But that’s it. Yeah. From here, just make sure you spell everything right, preview the URL, make sure it goes to the right page, which it does for us.
Tom:
Sweet.
Chuck:
The from there, we’re going to just go ahead and click on publish and that’s it. You have an ad that’s about ready to go live. What it’s going to do, it’s going to go into Facebook. Facebook’s going to review it and make sure that it meets your standards.
Tom:
So we’re not talking about making money.
Chuck:
Yeah, I can’t talk about making money. Facebook does not like that at all. Apparently one of these images it doesn’t like. I don’t know which one it is. I bet it’s this one, it’s tiny. Let’s try again.
Tom:
The third one from the bottom is actually my mentor Mark Hoverson, who I got the idea, the training to do the Crack the Code.
Chuck:
Yeah. Man, he was a smart dude.
Tom:
Amazing. His wife’s even smarter, I think, in a lot of ways.
Chuck:
Yeah, they’re awesome people. I think I figured out the picture issue.
Tom:
What’s that?
Chuck:
They were just too small.
Tom:
Oh.
Chuck:
Just a couple of them. Yeah. So that worked. Yeah. Now we got the ad published. What that’s going to do, it’s going to go into Facebook. The algorithm is going to check it and see if it likes anything. If it is denied, you have to figure out why. Facebook is not very good at telling you why they deny stuff. Sometimes it’ll give you a hint. But sometimes the hint is way off. It’ll go so far as to … I have a client who teaches teachers who teach English as a second language. He teaches them how to build their business. So it’s the most innocent business you can have, probably.
Chuck:
I put this picture of him at an event. He went to, I think it was a Hispanic award event that he went to. You know how at events, you’ll stand in front of that backdrop with all the logos and stuff? I used that image of him in one of his ads. Every time I do it, it gets denied, and it says for alcohol. The ad doesn’t talk about alcohol or anything. But if you look at the logo, you’ll see a tiny little Hennessy logo on the banner. It thinks the ad is about alcohol because of that. All I have to do is tell Facebook to manually review it and it’s fine, but Facebook is really picky. You can see this ad’s in review.
Chuck:
If it does get denied, sometimes it’ll tell you it was disapproved here. If you hover over it, a button will come up for like, I forget what it’s called. Like an ad resource center, or something like that. You can click on that, and you can submit that ad for a manual review, if you think it’s fine. If you don’t think it’s fine, then try to change what it is. But yeah, you want to stay away from things that talk about money and things like that. If you want to see Facebook’s policies, just look at Facebook ad policies. Then advertising policies. This will point you in the right direction. But trust me when I say it doesn’t. They can deny it for whatever reason they want, and they will. You won’t be alone if that happens. Yeah, that’s it.
Tom:
Wow.
Chuck:
You’ll have a live ad.
Tom:
Beautiful. That’s fascinating, Chuck. You just went through it at light speed. So folks, when you’re watching the replay here, just take your time, blow up the screen as much as you can rather than watching the replay on your phone, watch it on your laptop so you can see it on the full screen, and it’ll come up and be clear for you, just so you can see everything that’s on the Facebook page as well. Thank you so much, Chuck. This has been some great information.
Chuck:
Absolutely.
Tom:
You amaze me, first of all, because how fast you work, how efficient you are, and how you cover your bases to make your job easier each step of the way.
Chuck:
Well thank you, I appreciate it.
Tom:
A bunch of folks here have businesses. How can they get ahold of you so you can speak with them about what you would do if you were them, and how you do what you do, and how they can hire you? Because folks, what Chuck did in less than an hour would’ve taken me at least five or six hours just to do and not do correctly. What is your value per hour, is my question to you? How much is this worth for you to have someone as talented as Chuck to do this for you? Like I said, he said he’s been doing this for 10 years. Think about it. How do we get a hold of you, Chuck?
Chuck:
Yeah, if you want to set an appointment with me, I do free strategy sessions. You can just go to, my company is WhiskeyNeat.com, like the drink. Then you can go to forward slash strategy dot session, like it is here. That’ll take you to a place where you can schedule a time for us to meet that works for both of us. It’ll just automatically look at my calendar and allow you to choose a time there.
Tom:
Okay. So strategy hyphen session?
Chuck:
Yeah.
Tom:
Okay. I will put that below, when I upload this recording here later on tonight. But I’ll put, in the little box I’ll say, “To get a hold of Chuck for a free strategy session, go to this site.” And do it folks, because the return on investment that you get from investing in yourself and in Chuck will be pretty amazing. I’m not going to say it right here and now, but Chuck can speak to you about what he does for some of his clients currently, and the return on investment that they’ve received from him. I really appreciate you, Chuck. I really appreciate what you do and how you do it, and who you are as a person. And your honesties and integrities. Because what Chuck does is he treats this like he’s doing ads for himself, when he does ads for you.
Chuck:
I appreciate it.
Tom:
So click on that and get in touch with him as soon as you can. It’ll be the best Christmas gift you can give to yourself, I promise you. Be well. Goodnight, thank you.
Chuck:
Thanks.
Tom:
You bet. Hit the record.