Facebook Ads Beginner to Expert | How to Optimize, Scale, Grow ROAS, Use CBO and Exit Learning Phase

Key Takeaways

where do you thinks the best place to start off yeah let's go ahead and take a look at your ad account sure and then once we see some how that's working and then we start coming to these questions yeah so basically the way this structure right now is pretty basic I'm after going through some of your course I'm kind of operating with the assumption that I should restructure everything yeah but despite that I mean it has been working for us so far but I am seeing kind of a diminishing return and starting to kick in here so like purchase look-alike conversions is just a campaign doing like one all the way to five percent based on purchases that's probably our best campaign so far this is only Calgary we're just starting to expand into a new market into Vancouver so I'd set those up as separate campaigns same thing here same thing here except this is strictly this is strictly doing stories which is probably not the right thing to do um this is an add to cart' look like audience and then basically a very simple retargeting and then same thing here purchase look-alike specifically for stories got it okay yeah it looks like the ones that are first stories are pretty much the lowest in turn announcement yeah they were doing okay but it's kind of the Vancouver one in general is kind of in a week yeah I see okay let's do this instead then go to love pets at level two see what's going on what's the I mean if you want to stay above a 3x right yeah I mean ultimately like I'm not mad at a 2x but okay yeah we want to try and get that up higher sure I'll go ahead and turn these two off just because there's not really anything happening here or realistically you could turn the 1 to 2 percent off since its spent more than your costs per purchase that make sense yeah is all we care about really looking at the last 7 days when we're kind of making these decisions I would say so for the most part yeah you can also check like for instance today just to see if it had a purchase there's still like be you know confirm that it's not on the right trajectory but other than that you have for the most part because this is like a period that gets the most data depending on what you're spinning right and what campaign is that one I'm assuming that stories for Vancouver yeah no idea but I mean either way it's it's not going to be worth keeping mm-hmm yep so we'd cut that one then these two right here are probably the next two that you cut but before we cut them you know we could always check and see what the ads are in this case yeah we just got this these two campaigns right because they're not positive return announcement right yeah it's weird the add to cart' local lights look like started off strong and then over the last seven days they're just kind of tanked yeah so we're at 1.73 this should end up increasing it some more once we refresh you'll change all right and then once this 1.15 he's next to really these next three four five so all these were just gonna before we decide whether or not we want to cut these what I would say just we're gonna check the out level again just to confirm okay got it so you're just selecting them and then that shows you the ads for those ads that's you've selected yeah because since it's under 2x right you said you wanted to 2 or above you'd be happy with yeah and so in this case everything's under 2 on the ad set level that we selected but just to be a hundred percent positive before we cut those because they're not above where they need it be and they've already spent some you know a good number right six hundred dollars for talking so we're just identifying to see if there's any ads here that have 2x and above and if there is then that's a good thing but if not then there's no sense than even making any optimizations period on these camp these ad sets will just cut them and in this case that holds true because we don't see anything above a 2x here yeah ultimately I'm running basically the same 3v2 for ads with no variations across all these campaigns as well so really for the most part it's gonna be the odd set itself that's probably not delivering for the audience so I need to do way more rigorous I think creative testing you know even when we do last Florentine on these like your best one is just right at 2 so I mean still right you know nothing nothing exciting there so we'll just turn those off make sense yep definitely and then we have this one which I just keep an eye on over the next few days it's that $15 but the moment I would say it passes scratch that we're going to cut this one actually we're gonna go ahead and cut it reason B is because look right here 15 15 13 14 all had purchases no yep this one is 1557 so those are the ones are no good I mean this one's no good since those have good cause for purchase so what could this one as well all right now we're left with a 2 point 15 and we're going to take these three now and before we do anything with these these are above where you wanted them we're just going to check the ad level in in this case it looks like you only have three ads one in each okay is your budget the campaign campaign these are all CBO's okay all right so we'll leave these for now but I just keep an eye on them great sounds good yeah so 1.73 with all those other audiences we refresh this took it from 1.73 to a 2.7 3 so that's about a 1 X higher so it's pretty good increase for this yep my question you know I will obviously have so many questions here like the other one that we were bumping into here is just a frequency issue because we are targeting you know a city of a million people and then just expanding into another city of a million people that's pretty much all we got to work with you know how do you think about trying to determine whether or not you know you should try and start finding new audiences and have run out of your current audience working is it just based on return on adspend I would use this tool just to identify those issues so this is insights yeah because I'd said that you want to look at right because you can see pretty quickly if you're over exhausting an audience like first time impression ratio in this case like you're at up 45 I mean you're still getting purchases though even though yeah that's the thing you only got a little bit of people you've reached that are new yeah and I mean my it seems crazy like the the number of the frequency like the number of times people are seeing it but again if the purchases are still rolling in is there a chance that we're just getting a lot of our existing customers to see that same ad and come back and buy again and that's making it seem like we're getting new customers through it could be could be yeah that's always one thing another way moving forward what you need to do is exclude the audience you used to create this width so let's see if you're doing that got it okay so exclude purchasers when you're from the purchase look like audience depending on what this audience is well let's see so yeah this one right here so you would exclude this exact audience that you used to create it so it'd be I actually didn't create a custom audience first I believe so what does this is okay yeah probably purchase 70 just be purchases yeah no I do I do gotcha because you have rebars right that's right yeah yeah so you'd exclude the purchases here in that purchased seven seven day purchase on all those odd sets yeah that's fine since you know anything after that I mean if people are coming back to purchase I mean it's not a bad thing okay so that way you're reaching new people but overall this increased it increase the returns here on these campaigns alone which should help with increasing the returns and then you can do the same thing for these other ones like your purchase look-alike conversions on the ad set on the ad level at least well so do you think you know I know we're trimming and and all that but is it worth just starting from scratch with a better foundation more ad sets more ads you know how do you think since obviously this has kind of just been slap together nothing wrong with the optimizing what you have here big as you saw it went up 1x right like imagine if we just add another 2x across the board has an overall average I mean that's going to make a big difference right so like these here you could optimize as well just by turning these two off to small ads turn those off everything else is fine here make sense yep and you just rinse and repeat through the rest of these and how do you feel sighs audience I think this is only people that added to cart and didn't purchase so Wow okay so when you go ahead next you'll want rebuy ZnO people coming back and purchasing definitely yeah yeah so you should do an audience where it's like people who have purchased then you should do an audience of people who viewed the side then you should do an audience of people who interact with the ad all of them got it that'll give you a lot more audience opportunities here yep if you go to my Evernote here actually I have it and right here in the top right I'll click on it so add a rough idea of kind of how I wanted to restructure here um I guess I'll add to this year yeah these are that's all these are all the correct ways that you would want to do it moving forward okay yeah that's right all of this looks right perfect what are your thoughts on keeping the cities their own campaigns kind of like I have yeah you should okay yeah there are different markets that you're going into right right is if you know that like Vancouver is just not doing so well you'll see that visually through the campaign rather than happening like seek out which I had sets it is and trying to filter it all right and you might be fine with spending more money in Vancouver versus Calgary just because it's a new market that you might be going into and you're just trying to expand and you know the costs are high there because nobody knows about you exactly and do you think that this is the right thing to do of having add to cart' look-alikes and purchase look-alikes under the same CBO for the city yeah that's totally fine because currently they're in separate CBO's so should I just kind of combine those audiences now or combine them okay you you you could also do I mean if you really wanted yeah so I mean like you could have multiple like Calgary at the cart and then purchases and then split them out that way still as long as you're just titling the campaign name or you could keep them in separate data counts if you wanted to buy city as your eye pins right and this structure this is what you have here will work you know this is good you like this in terms of like 12 odd sets under CBO for Calgary like 1 to 5% I had the car purchases and then only to add sets for lead since it's a little bit of a weaker audience yep that's fine as long as you just optimize them yeah I mean we did just kill a bunch of these ads that's here I think most of them you know but you don't think it's worth kind of starting from scratch to kind of get to this structure since it's really not structured even I wouldn't start from scratch I would just start moving moving forward like just rebuild as you go and what would be the best way to do that is it - you know like duplicate the ad sets that are currently on so say I'm looking at let's see hold of it sorry here's a way to do it what is this campaign here the are these what city is this that's Calgary so you could just rename this one just how you have it or what you're gonna do here oh yeah oh there you go there's the first one and it has the first five ones in here then you just named nice and then you can keep moving forward nicely you could name this one like proven I won't even throw anything under this one because it's working you know so like I created another campaign for testing testing different audiences like the white leads yep exactly well for Vancouver if you're gonna do cover you can also do testing so don't do anything in this one since it's working got it and then oh it looks like the I think we just killed right so we killed that entire campaign you Add to Cart look-alike for Calgary it looks like yeah so lights like the trends are much higher now got it so we do not recommend retesting that audience at all probably not if I mean if it didn't work in that case it's probably not likely gonna work in another yeah and then purchase look-alike conversions stories so I've set up like a completely different campaign just for vertical video is that you can you recommend a better way to to structure that I know it's probably a little bit messy vertical video yeah like I've just set up basically its own campaign its own CBO's for vertical video so our campaigns that'll be a flop entirely yeah I mean someone running it's been running for a while so that's purchased look like conversions stories it's the third third one down mmm yeah I've been running that for I don't know how long it's been no what you should do is there's a way to format it without having to do that so are you talking about where the story format you made it to fit just for the story placement yeah the everything is this is just the story placement that's right and then the other ones are only newsfeed placement okay let's take a look you should get away from bitly as well okay got it yeah so like moving forward you don't need a split it out by campaign what you can do is like you see this button here select edit placement like for instance will do this on a different example since you have everything like really all the settings are tightened up there so we can't do much let's go to something that's more opened up so like for instance this picture right or we can use the video here that you're that it looks similar yeah similar video just in horizontal for these sheets yeah exactly so here I'm moving for you can cut that campaign and just fix these creatives moving forward I'm gonna show you how to do it so like for instance let's scroll up we just passed it is this feed only placement as well that's right yeah oh my goodness yeah so just do automatic right yeah yeah and you can you still recommend making vertical video specific contents and then just anything placement yeah you just go to select placement to edit we know you have it because you have this stuff locked up but right and sounds it'll show you I've seen it I I kind of yeah and you can just place the vertical you can place the square you can place landscape and it essentially allows you to show up and every placement no matter what like no matter what placement it is you'll be able to show there because you can actually clip it for every single one when it says like oh it's not long enough you can upload that placement type for that link you're not saying yep so no matter what you get to every single placement that way okay so you'd recommend killing that story campaign and am I even able to edit these others dori campaign yeah do that launching automatic placements do not even touch this one at all I mean it's or the retargeting but these three feel free to cut these and like relaunch them because I mean like nuns too exciting about a 2.33 well I would love to honestly relaunch a look-alike purchase with automatic placements but do it um as a separate campaign even though we already have look-alike purchase in this proven one but this is Calgary or these not Vancouver yeah these are Vancouver I just mean for Calgary as well you know Calgary is kind of missing out on not having automatic placements in general in any campaign yeah that's fine you can duplicate it and then switch it to automatic placements and then see if it outperforms the other but the only thing is you're gonna run into an issue with overlap of spend so you'll just have to monitor it closely very early on like don't let them both run forever mmm and don't edit the existing proven campaign to just all of a sudden now be automatic placements absolutely not that's like your best one so far and besides retargeting but I mean in terms of spending levels the proven ones the best okay and is the idea you just always have this proven CBO running and as you find new ad sets that are winning you move them into that CBO now nah don't do that what you could do now to exit learning faster when you duplicate this and switch adult automatic placements right are you following yep so duplicate the every one of these ad sets into a new campaign just duplicate this campaign okay then what you're gonna do is you're gonna have one ad set with all of these audiences in it because we already know these work okay all of them work they're all good okay so there's no point in splitting them out because you see how this one's exited learning and it's active and when I'm in learning anymore with this one yeah it's like pretty consistent I mean 77 purchases it's working it's on the daily basis it's literally just achieving what it needs to achieve so same thing could be happening to these audiences they're just not ever going to be able to exit learning just because your budget cap so whenever you combine all of them you only do this whenever you know they're working so just stack them all this is the only case you would do this because we know it works once you put them all together it's going to expand your audience size which prevents any overlap and that also allows you to spend more money on one ad set which will allow you to exit learning way earlier interesting you'll officially exit you'll get way more consistent results and these are already consistent so imagine what that would mean so you're saying okay so do and you would have all that placements right yeah so the audience size would be bigger you'd have more consistent you get a lot more sales it'd be and how does where does that concern of overlap how do you kind of determine you know if that campaign starts working really well does that mean this campaign is gonna get turned off because of the overlap yeah and that's fine got it okay that's smart that makes sense that was one of my questions because we really have never made it out of learning um pretty much until now and that one ad set would you ever optimize for anything other than purchases like ads of cars as a conversion absolutely not no oh god only purchases I mean do you want end to courts I mean no purchases I just we've been struggling so hard to get out of this learning phase no yeah that was the answer you just consolidate all those winners and boom you're out yeah no that makes a little sense okay can you go back to the campaign level so you're saying kill the top three yep and then launch a new Calgary CBO that is okay for all placements so that'll kind of take care of this stories one that I have there and then basically launch one Vancouver CBO that's testing the ad sets that I have listed in my Evernote there correct yep that's right and realistically yeah I mean you that'll work and then if if the returns aren't as high as these as a two point seven three then just flip it back off and flip these back on you know no harm yep okay and it looks like just based off this your highest returns are coming from so you have a one point three one point sixteen 1.34 nothing really above a one point four in this case but the moment your return struck a drop is the moment you get above one point four see yeah yeah and I mean really like our just our mission here is to expand this across Canada and you know obviously like the holy grail of this for us is if we can figure out a Facebook ad strategy like Vancouver I'm honestly shocked that it's working because we have a way worse offer no one's ever heard of us we're doing like order today you get it delivered in five days so this is still very much been an experiment for us so I'm shocked that we're even getting a two times return on adspend that being said you know after watching your kind of the first two phases it's obvious to me that we need to experiment with way way way more ad creatives and just call to actions and things like that so given that we already have these campaigns running and we're gonna restructure in this way how do you recommend experimenting with new ads now that this is already like something that's going so for instance you know so keeping with this example in terms of testing with creatives don't test him in this audience oh god bless them in this audience you can test them in like a different campaign with other audiences or whenever you relaunch in Vancouver with the new campaign you just have all those new creatives in there as well right okay so that way you don't ever disturb what's working right because you need one like you need two that are actually like pumping out all these high returns and sales to just keep this you know cash flow rolling yeah makes sense yeah and that'll really help with increasing your returns and then you'll likely be able to take over you know all of an Coover in that case because if that's what you're seeing here just imagine what's gonna happen once you're actually at full scale and have all these things dialed in yeah have you mean I'm assuming you've experienced this with like a company expanding from one city to another and Facebook trying to you know like initially Facebook obviously they've looked at our pixel data and we're like okay all of their customers are in Calgary and now that data is slowly slowly switching to like a few transactions in Vancouver do you find it takes quite a bit of time for that look-alike audience because we're effectively targeting the same look-alike Purchase audience in Vancouver as Calgary just different location targeting do you find it takes quite a while for that to look like to kind of switch over to whatever the new city is of course I mean always when you're entering someplace new that nobody's ever heard of you or anything at all it's always gonna be that barrier to entry initially but I mean as it starts to get the purchases and the data starts to roll through consistency comes in and then you start seeing your returns grow and grow okay for retargeting can that I'm assuming that can just be for both cities we don't need to do the same thing as we're doing for the campaign's we can retarget Vancouver and Calgary in one campaign correct yep that's right okay to me is it okay if we go through some of the questions I had written down yeah let's do it and I'm just gonna take notes as you kind of riff Duty so okay let's start with the Facebook pixel we're tracking leads through I'm gonna show you my website click here okay so order to my house this creates a lead however so you click go to my house when we get them to choose their City segmenting collections so once they land on this URL it takes them as a lead as well because they could have also gotten to this page through our menu so I am afraid we're kind of double tagging leads I don't know if that matters show me again um so they can get they can go our menu and then this URL sorry this URL is a collection this is taking them as a lead if they get to this page oh I want to your pixel oh and tag him as a lead I would tag them as why are you considering them lead just because they're looking at the food options yeah was if they click order to my house this tagsam is lead no that doesn't work either click that it takes them to this no drop both of those as leads and scroll back click on hungry or just show me that page again switches to view content because this is the official way that the pixel reads it view content is actually realistically when you click on the burrito bowl that's a view content but and the thing is is they're never really viewing the actual product because we're getting them to add at least four or more so when they go Add to Cart it just updates and then they keep coming to their cart this is view content then switch it to view content the pics won't understands it better that way okay when because it's not gonna make sense of that being a lead might be a lead in your eyes and the pixels gonna take it for it you say but realistically it'll read it much better and optimized much better as if you can't event I mean this is currently it looks like page view and then switch that one to view content yep just watch you okay yeah and then decart can you show me that again and that just looked a little strange yeah so that was my other question don't switch page view leave page view on there oh okay so switch lead to correct click it yep so we're getting a ton of obviously like Add to Cart because people are adding four to ten items you have a product catalog now yeah it's not linked right now I I don't think it is I was one of my questions oh yeah you should go ahead and link it I mean you have all the correct content parameters here to go ahead and do it okay because then what happens is you can say you know every single person who ends up adding a Caesar salad decart purchases what every single person who has a superfood salad is like they have like a two percent conversion rate versus the Caesar that has a nine you know then it's like you know what let's just build an audience off of everybody who view content and added Caesar salad to cart hey guys these superfood people they just don't make their decisions but these are selling breads or like all in right okay no hate on the superfood yeah there you go let's flip them then okay I actually had that question here um so yeah tracking out two carts like if I just look at our pixel right now like eleven point three thousand leads fifteen point three thousand add two carts just because we're getting people adding many products for their cart yep switch lead to view content because no electro site do you capture emails I know we don't oh that's sickening what do you mean I mean we don't until yeah obviously we have a mounting card sequence set up unreal you could be twice the size if you do that you think with a pop-up box oh yeah because hover over your go down to those blue plus signs down there now hover over lead oh look at that nineteen percent hover over lead six percent six percent of all the people who are firing as leads you only get six percent of their information only six percent of it is being sent to Facebook that they're able to match it to an actual profile that other ninety four percent you're missing out on Facebook just doesn't even understand who it is they can't figure it out they can't match it to a profile they can't find their Instagram there's no way because their IP they might be on their phone driving in a car and Facebook just can't make sense of that route or connection they're on so they're not linking it to the profile you and so you add isn't that you add an email where people are dropping their emails on your site you're gonna see that six percent jump to like a forty and then it's just gonna start going up from there mmm and they don't send your audience these or twice is more accurate and then when you do look-alikes it's able to identify people who are actually going to be most similar to those people got it so do you set that up as an event when you have one of those pop-up boxes on your website yeah it's a lead event that's the actual one you would use it for because it receives email information you should have one at the bottom on your side words like subscribe you don't have to make it obvious or promote it it just needs to be there because people will naturally do it we have like one running campaign just directly to an add to cart page but like somehow there's always like 600 a hundred people always submitting their emails down there in the box and it's free emails then you got free email marketing it's all kinds of free extra stuff to just increase your purchases and it grows your pixel data we tried here 99% on all of our match rates and then on our ads will notice everybody's commenting like wow this is perfect timing how did you end up finding me I can't believe there's that was shown to me this is accurate you know it felt like it's literally like perfect timing like almost like on their mind type of timing and this comes down to capturing an email on your website and Traxxas airily just being able to increase those match rates which would be a part of the email submission right yeah got it okay interesting okay 60% really really really low so just so that we have perspective okay well I will do that right away that's pretty easy to implement okay so let's read through some of these yeah actually I asked this in the Facebook group because I've been trying to wrestle with this on how to get get rid of this how to get weekly purchase retention not you know like this yeah so just because we are kind of a recurring business do you know how to I'm in cohort site the best way to find weekly purchase retention analytics yeah well do you track that on your back-end system we don't I don't think Shopify tracks it okay so let's see here we could do just as a test just to see if we can get this to go through if we go to revenue here and then we want to go ahead and do we'll just do this for a test so you could end up breaking this down and we'll just do purchases and then so we have unique weekly so there's a unique every single week and then to identify if it's the same people purchasing over and over you're going to need to first off have purchase information coming through so those turned off now we need that on and then you don't have any user information here do you yeah you're not trekking user IDs so that's gonna be an issue because let's say that you have unique purchases versus total purchases it doesn't matter because technically one person could buy three times in one week so that doesn't necessarily mean that it's a recurring right right so you would have to have unique IDs like unique user IDs so to be able to identify that you're gonna have to implement that on tracking okay well you know this is a not big video there's probably other more pressing questions I was kind of just curious if this was an easy report to pull up cuz they come in this way with how much I'm willing to acquire a customer for on Facebook ads and you know how much do we want to be pushing on subscriptions and things like that yeah well I mean the fastest way to do it is I mean you could download your lifetime value right yeah I was just looking at like time before this because that all that that breaks that down yep then did that give you any insights yeah I did like it's definitely showing I was so the way I was doing this was yeah ninety days and I filtered to purchase or paying users and yeah I mean it definitely is showing that you know roughly what is great yeah I mean look at this yeah it's growing now yeah definitely yeah I just use this in this case okay okay because that's gonna break it down for you it's keeping track but keep in mind it'll be more accurate with those percentages being able to increase but you probably have a high percentile on your purchases here so I mean let's see yeah a hundred percent so you're fine it's working so no matter what there's gonna be accurate okay awesome let me pop back over to this and make a quick note here um okay campaigns so oK we've kind of gone through restructuring well you are you always using CBO's or when do you not use a CBO during testing we don't that's just to be able to identify which ones are working right okay so you can have a fixed amount of a budget go toward each ad set that you're testing yep what would you recommend for these new tests that I'm doing like ten dollars a day per ads that let it run for a few days that's right okay answer this there are other audiences I should be targeting so yeah I mean I guess this comes down to testing like I think I'm gonna start doing a little bit more interest targeting you could do lifetime value with look-alikes okay okay because we did have some early success here I'll show you quickly like this is what got us off the ground was here we go we did like cooking organic food health and wellness salad healthy habits physical fitness and I mean like it was okay as for for return on adspend and the way that I was operating at the time was like look I'm using interest targeting just to gather enough data to be able to switch towards look-alike audiences and then I'm gonna kill the interest targeting which is what I've done but now that I feel like we are kind of working our way through these look like audiences in the cities do you think that it's a good idea to go back and start testing these interests again I would say so yes yeah you did it right that way so that's good thing to repeat okay it's always good at extracting data and being able to build it up then basically what I have down here is pretty stalled like in terms and I'll do a some non CBO this will be a regular campaign for my interest targeting yeah I'm just testing I'm not even have that LTV look like care and okay conversion window so I would set everything set to seven-day click one day of you change that to just seven-day click yep moving forward because I mean think about how the system has to optimize I mean if it takes on average somebody to purchase you know within seven days but one day view it's like they'd only have to click the ad and then they decide to purchase it doesn't make any sense in most cases to use that unless you have a lot of purchases coming through right but it's not worth editing my proven no campaign at this point just all campaigns going forward yep okay and each city should be its own CBO cool yes so control audience I found this interesting how would I implement a control audience at this point just the city just what is that its own campaign no just inside that ad set you launched I'd just signed like this or the or they look like it doesn't matter which one you put it in just have one of them not a CBO just a regular campaign give it ten dollars a day kind of thing no you put him like you're like right here and your interests testing as an ad said right I was gonna make good since this is testing I was gonna make this not a CBO I was gonna make this a regular campaign is that does that make sense yeah that's fine but as long as the you just want to see if that audience over time ends up performing well in most cases will be like the best one because it has the largest number of data to work with and the pixel can do its own thing right it's essentially like hey you're controlling it by choosing interest in choosing look-alikes and you have one audience ages let it do what it wants to do right because it might be better and the idea of these like regular campaign these testing campaigns is let it run for a few days see which ad sets are working and then if they are working duplicated into the proven campaign no let it run as part of this cut it down just cut the ones and then retitle it that's the easiest way to not disturb your results like just turn off the ad sets that aren't working and keep it as an existing a regular campaign or should I just keep exactly the CBO and set a minimum yeah that's been for each one yeah that's right you have one once you have all the ones that are working switch to CBO then you can scale it up from there and just religiously okay just keep it as the same campaign but you switch CBO oh I didn't even know you could do that okay yeah good although you did not have to worry about interrupting everything okay that's cool to look like audiences I think we went through this they automatically exclude people that have already purchased or I should be excluding them you should be sad waiting yeah because that'll keep your frequency a little bit lower now your cost might be higher but that's fine because you're reaching new people and that's naturally what you're needing to do and your return will just be scooping up all those other free buys repurchase this mmm okay and switch but even on the on the proven one should I be editing that's and now exclude no that's and it's never don't omit don't decide to touch that thing ever again if you're gonna make any changes you're either cutting or that's it yeah okay yeah and then retargeting we went over this so I should be targeting purchasers right in do returning audiences on your leads you can do it on your view content you can do it on your I mean you can come up with tons of things page you use all of it Add to Cart anything you can think of you could be testing for retargeting there but people who engage with your ads all of it what's the rule of thumb for a budget on retargeting because I noticed our frequency was quite high it is generating a solid return but obviously the audience is just super small so how do you think about that depends what how many people you're reaching and and what size it is I mean $10 per 10,000 people in most cases but was retargeting it's almost fine for it to really reach the same people over and over again mm-hmm okay I'll play with it promise monitor it yeah okay so then ad testing just to reiterate I should be testing new ads just a new ads right because the maintain yeah exactly because you'll probably end up finding ones that are generating four or five X and Vancouver yeah and so once I find better ads do I duplicate it into the proven campaign now just start turning off the ones that aren't working what about what about that proving campaign how do I work new ads into there because I know those ads are gonna get exhausted yeah just copy and paste that's fine because if you have a proven ad there's no worries about dropping it in a proving campaign that's always fine copy okay because we know it's gonna work in most cases with those audiences and is this the way it usually goes like you have this proven you know campaign that you don't really want to touch and you know say you go into the ad level of it and you're like okay you know what we've been running these ads in this campaign for a while we have a new set of ads we're flipping all these off and refreshing it with new ads for every ad awaiting that campaign I would just paste them in there and let them go against each other let them get into battle yeah okay so each ads that gets kind of like do you follow the same methodology where you know you're you're doing 30 second ads no none you're proven you just put the proven ad in there and then like let's see you f2 and whichever ones being the high returns you keep you essentially pinned the two winning ads against each other in each ad set you copy it in so if there's five ad sets in here you'd copy that out in there five times correct that's right yeah okay that makes sense okay so you I you mentioned doing with the universal ad and copy and post engagement does that work I'm assuming that doesn't work if you're testing 30 different creatives this is I think once you but I mean it's just gonna be a big long process to go through if you want to do it in most cases is just like as soon as you find a winning ad you just start then making it a universal ad by having all the post ideas accurate okay so this is kind of like we're talking about copying the ad in to the proven campaign at that point you would make it the same post ID so that those odd sets are just piling onto the same post locked in yep right okay you can do it from the start as well if you want it does help in the long run just because all that all those dollars just go towards it in the beginning and testing which can end up helping but it's just one of your it's it's a time evaluation call that you have to make on it like you know is it worth spending X amount of hours just getting every single one of these IDs set up in every single ad set it's very time consuming right yeah because I do want to take more of a like methodical approach with actually testing different ad creatives here so I guess after this call like the game plan is to restructure or at least launch some new launch a new interest campaign for Calgary a new interest campaign for Vancouver each of these ads sets will have whatever I guess the 30 different ad variations is that that's what you running mine yeah and then just start cutting them right away every within 48 hours so just start unleashing okay in your case because you'll have enough testing going on that makes sense and it how much of it do you look into like okay this ad performed well because of the ad or perform well because it was in like organic food as an ad set which is doing well both you looking on both fronts okay so like this right here let's take this out and see if you have this so you can go to creative reporting and this will pull it up for you nope stack all of them stacks all the ads automatically from all the audiences and this is just the quickest way to see which one's winning and so like this ad right here 8.45 only spend 36 though but this one right here is clearly like the number one best performing because 2600 spins 6.5 7x return so like that's clearly like the best one and you just keep going down you can see that and you just compare like the level of spin towards the returns right yeah okay okay let's see here okay so I'll have any campaign here a new campaign here a new retargeting so there I won't really be creating a I can't remember what you said actually should I create a CBO targeting different local like audiences um for Calgary or is that should that just be a regular campaign Oh for the Calgary since you already have one that's winning though right so I just stick with that to stick with that and got it what about experimenting with any other look well yeah that's fun to know there's nothing wrong with that but just keeping it stick it in its own campaign no yep smaller budget don't you know overdo it this small budget they're tested see if it works if it does scale it up and then I guess I'm still turn that one into a proven do you just duplicate it into the proven one that's already there no we don't but K just restyle it yeah just like retiling it is so much more effective now because you're not hurting learning at all once it's exited why reset the entire thing again right let's become such a every heavy parameter that we have to now focus on because like you get all these conversions you've really done inconsistent and duplicating it's kind of like resetting the whole thing right yeah CBO's have kind of simplified a lot of those absolutely okay yeah it's a lot of good stuff yeah there's a lot a lot for me to kind of go off of here yeah I guess since I have you for a few more minutes is there anything else on the website itself that you can kind of point out as something that might need to change because we're just sending everybody to this page here what's your purchase conversion rate it's like just above 5% but I think it's obviously lower than that because we have a lot of returned purchasers return purchasers yeah like people coming back in purchasing week over week and it's oh it's like a hundred percent of those people come onto the website and then just purchases so it kind of artificially inflates the conversion rate a little bit you know I mean the thing is you if you have like a a form to drop their emails to start doing that I can't you'll email the people whenever they purchase yeah I email them so I'll use campaign monitor and we have some workflows set up for abandoned card and win back some things like that perfect so as soon as they submit their email now you're gonna have even more ways to get in front of them yeah I mean you could if you're getting a 5% above on this I mean that should be fine do you have other landing pages that you're testing nope this is pretty much it yeah this okay okay cool um well I think I got a lot to go with here so yeah thanks very much and I'm gonna continue working through the course as I kind of set some I'm gonna stuff up so awesome thanks Jules I'm excited already I'm okay all the best