Facebook Ad Hacks for FAST Ecommerce Growth

0:05hello hello okay so probably we're getting a bit tired now give to the afternoon so few questions to start how many of you know the inside of a Facebook ad account like you could create a campaign maybe not an expert but you create a campaign if you do hands up okay good amount of you how many of you either own or work for a company that has or is running meta ads Facebook and Instagram ads the majority of you cool how many of you this is the important one um are in a position where you have the power to decide which meta ads agency you work

0:40with okay everyone else can to leave um no no seriously I've made a career out of giving as good of Facebook ads advice as I can so I'll try and do the same um today but you who just put your hands up you have identified yourselves as targets and there's five of my team here if you try and leave early you will be tackled just let you know okay So Meta ads cheat codes um what does that even mean so I Define a meta ads cheat code to meet that criteria as easy to implement and can realistically double or more your return on ad spend that's a really high bar there's loads

1:16of things I give you hundred tips that if you implement might improve 5% 10% Like turn your phone off um your results but not many things can double your results double your return on ad spend so so um and I said this earlier but that's me in my business I have lots of other people that work on the small incremental improvements it's great to have those part of the team but my thing is always can we do things that if we get it right make everything else unnecessary or much easier um so that's what I'm hopefully going to give you some today like I said lots of things

1:51pro performance very few have the potential to double results so my goal today is give you one or two things that you might be able to implement that are complete game changers for your business and uh that might change someone's entire business because I imagine for a lot of you e-commerce businesses if meta is a significant Avenue of customer generation if you can double your row ass it might allow you to massively scale and completely change your business so let's see if we can do that right just very quickly who on Earth is this guy that the cringey slide um now the reason why I've got this is because

2:19before you take anyone's advice you need to know that they know what they're talking about so just quickly went through it um specialist meta and Google ads Agency for the past 10 years feels like a long time I was the youngest guy in every room when I started I'm not now uh called Heath media we've worked with more than 3,000 clients across hundreds of niches in almost 50 countries at this point um all different sizes of businesses and we spent more than 150 million on Facebook and Instagram ads so hopefully that shows I know what I'm talking about right cheat code number one this is going to be a little bit

2:50similar but with a slightly different take to what was talked about earlier and that's influencers not in the way that you think so most influencer marketing focuses on influencers promoting your stuff to Their audience send them a few products create some videos post it to their audience there's nothing wrong with that by all means do that but 48 hours and honestly 48 hours is being generous after the post no one's going to see it again the nature of all social media right anything posted organically is going to disappear pretty quickly so the way I like to approach influencers from a meta ad standpoint is hire influencers to record your video

3:29ads for you and there are a lot of advantages um associated with doing that so firstly if it works if the creative performs well for you it's much longer lasting because you have the asset the creative asset you can run that as an ad for weeks months maybe even years if it continues to perform way longer than just an organic post um often pretty high quality most influencers are pretty good on camera that's how they became influenced in the first place so when you get an influencer to produce ad creative for you it's normally going to be pretty good often better than what a company can produce themselves and it

4:02saves on ad creative cost so I've recommended this to lots of people and lots of people have said oh I don't have the budget for influencers I'm going talk about that in a second um but one the things you need to do is deduct what you would otherwise be paying say a videographer video editor something like that to create your ad creative from the cost because if they're going to handle that for you you no longer need to pay for it why is it important so with meta advertising Interruption advertising scrolling on Facebook scrolling on Instagram you need to stop people from scrolling right past and if there's someone in the ad that

4:32they recognize they are far more likely people far oh okay what's this I'll take a look powerful scroll stopper so in terms of doing this how would you actually make this happen uh recommendation is to start with the little fish I'll show you I'll show you what I mean so I'll give you an example this is a client of ours that we uh worked with I can't say the name and the images are stock images posted their products but I can tell you some of the numbers so a client that sells newborn clothing that's the industry that they operate in um so we hired a baby niche

4:59influen which um I'm sure some of you are well aware that that's a thing I would not have been a few years ago but I have a three-year-old and a 5-month old and my wife follows all of them and I hear about them all the time so we hired a baby Nish influencer had about 175,000 followers on Instagram at the time so not a mega star often when you talk about hiring influencers to create meta ad creative people think you need to go hire a Kardashian you don't you can find people that have smaller followings and only known in that specific Niche like like I said not a big celebrity um so we

5:29sent this person she unsurprisingly a handful of products she recorded two product review videos the cost was $800 that was it I think we got a good deal but just a little bit of maybe mindset shift and bad belief shattering here if someone has 175,000 followers on Instagram in the baby Niche they probably don't make tons of money from that they are doing product endorsements so because of that the cost to buy their labor in this case producing ad creative is relatively low so cost $800 result 263 Improvement in return return on out spend like that is huge I imagine there's at least one person in this room

6:08that if they had a 263 per Improvement in their return on ad spend from what they're currently doing if they're not using influences in their ad creative that might completely change their business might completely change their life um that allowed us to scale campaigns from 15 this is us-based client from $15,000 a month to $65,000 a month and acquire a lot lot more customers okay cheat code number two don't be shy use sales so this is pretty simple but often we all need someone like me to come up on stage and say just do the simple thing and in my experience a lot of meta advertisers don't use

6:40sales enough time based sales that's the key here time based sales a sale that is going to expire at some point um creates urgency and urgency creates action stops people going on to the next thing or forgetting to actually um do it I think a lot of marketers feel that timebase sales are sort of beneath them that that's a bit tacky it's a bit cheap in my opinion that's a costly belief uh basically get of yourself and uh and do it um so just to just to demonstrate how effective time based sales could be I sell marketing services and coaching to marketers so the most jaded audience you

7:18could imagine when it comes to sales and marketing tactics like these guys have seen it all before they know it all and even when I run time Bay sales they work even to that audience so if you're any Commerce business you can absolutely do it and see a lot from it don't just wait for Black Friday and Christmas you can get a lot more creative so in preparing these slides I just give a quick Google no idea apparently 27th of May is international marketing day someone's obviously just made it up probably a load of nonsense but we could run an international marketing day sale for our

7:47services um and that would somewhat make sense to our audience because there's a thing there and whatever industry Niche you're in you can probably do something similar find a reason to make a sale so lots of my clients they got Bas sale a Time based sale running basically all the time you just need to mix it up so it's not going to be the same 30% off sale all the time you can have 30% off for one sale next time it's buy two get one free next time it's when you buy one of these you get one of these included lots of different options okay pretty

8:16simple one Che code number three play the long game so I've got some bad news for you unfortunately meta ads along with any other form of profitable advertising is going to get more and more expensive over time as much as we might wish wish it wasn't going to so um if you look at CPM so CPM so those you don't know is cost per thousand Impressions it's like the standard metric that's used to determine how expensive meta ads are so C cpms for Q4 2024 were 21% higher than for Q4 2023 that was a reasonably large jump but we have seen things like that in the past we will see them again what

8:54will happen to your return on ad spend if that continues to happen if you're one of these businesses running meta ads and your or operating at a 3X row ass and break even is 2.5 there's only so many of those you can handle before meta ads are not profitable for you right what's the solution um take a longer term approach and this is going to sound simplistic I'm deadly serious so if you measure your ad costs against customer LTV so the lifetime value of a customer as opposed to aov average order value that initial order that changes everything um and then of course you want to obsess over

9:28increasing LTV some which we've already heard today so I'll give you an example uh so McDonald's aov so their average order value someone goes into McDonald's and and buys a burger or chips or whatever is $9 so really small average order value what would be the acceptable cost to acquire the sale like imagine you're talking to your team um and you're like right okay each time we make a sale we get $9 in we get $9 in what would you be willing to pay to get that $9 sale $3 maybe less 3x row us but McDonald's customer LTV the lifetime value of McDonald's customer is 5,000

10:05plus and they have a cohort of people that are like super Keen McDonald's customers that are worth more than 50,000 um over their lifetime what would be your acceptable cost to acquire this customer very different thing right acquiring a customer worth $5,000 so let's say you're only willing to spend $3 to get a $9 sale would you be willing to spend $30 $300 to get a $5,000 customer probably so you can now afford to spend a hundred times as much as someone else who is able to turn an initial purchase into many purchases over the long run McDonald's is an extreme example but the logic still

10:45holds here if you're in a in an industry where your repeat order rate this particularly applies to e-commerce businesses is pretty poor if you can double that and double your customer LTV you can spend maybe as much as twice as much to acquire customers and if you're worried about increasing costs well if you just doubled your acceptable cost to acquire a customer that makes things a lot lot easier for a lot longer so lot of things you can do to increase customer LTV uh customer service obviously being one of them my favorite is a surprise gift and I imagine some of you going to winse about this one but um

11:19I'll explain it anyway so what do I mean by the surprise gift so 30 days or so after someone places an initial order with you why not send them a gift something that's closely related to their previous order for free has to be a standalone delivery these can't be something you just pop in the parcel they've already ordered we've sent you a free thing no out of the blue 30 days or so send them something um for free I know there's a cost associated with this but um Let me let me run through it so I've recommended this to hundreds of businesses as a tactic very

11:54few have actually implemented it probably for the same reason that some of you are right now going there's no way we can never do that I could never get my boss to agree to that um because it costs right it cost money to to do that the few that have actually done that have seen incredible results I've seen some business have absolutely incredible results um with this so what do you think happens when you do something like that Acquire new customers relatively new relationship between you the business the brand and your customers and you go ahead and send them something for free that's closely related to what they've already ordered

12:29you know they want it obviously send them the less expensive things well you're likely to see massive increases in organic social activity people are so surprised and happy that they're going to tell other people about it going to share it going to thank you online um and then along with that less tangible is brand Goodwill but what we see is that when we continue to run ads the cost per conversion Falls improving return on ad spend because you're far more likely to pay attention to an ad from a company that just sent you a free thing and you're more likely to buy you're going to have that somewhat

13:01indebtedness feeling you're going to tell friends family you'll never believe what this company did if uh if done well okay Cho number four specific positioning so you've all heard Niche down as a tactic for Success when it comes to Facebook and Instagram ads to meta ads hyp specific targeting not really possible anymore so saying I'm going to construct my campaign so that I'm only targeting the 20,000 people that are really really interested in this thing that I have to offer even if you could do it within the ad account which is very difficult now because there's so many expansion options that are automatically turned on um it's

13:39certainly not recommended you're unlikely to get your best results by doing that but you can achieve that specificity of reaching the 20,000 for example could be more could be less who really into your stuff you can do it through your messaging so let me give you an example of this okay so let's say you're business selling Fitness apparel right and one going to recommend you at least test is that you create separate ads for each use case now this might be multiple ads per product so let me give you a specific example so let's say you're selling running shorts now instead of just in your ad copy in your

14:12ad creative talking about them as running shorts you could have an ad for Marathon running shorts another ad for winter running shorts another ad for cross country running shorts All Those ads could be for the same product but the positioning makes all the difference when those ads are actually put in front of people because if you identify as a person as a marathon runner Marathon running shorts are more likely to grab your attention therefore you're more likely to click therefore you're more likely to buy than just running shorts because it is more specific to you same applies to the other examples now this is timec consuming might mean you need to make 40

14:54ads instead of four if you do it well it will be worth it why is this important well I kind of explained a little bit already but um but let me give an example so that image is a Starbucks order like that's one drink I didn't even realize until I was reviewing the slides I just copied this from some article online that it's got final boss written on the uh on the bottom which I thought which I thought was pretty good so every a special have unique requirements whether or not that's true that's what people believe oh actually that's also the fault of marketers way people believe that over

15:24the last however many decades uh we can tap into that as advertisers we can take advantage of that um people are far more likely to buy if they believe your product or service and believe is an important word in there is perfect for their needs oh great my running shorts aren't quite right maybe it's because I've got regular running shorts and I'm actually a marathon runner and I needed special Marathon running shorts and then everything will be fine great Marathon running shorts click bye okay so Cho number five and again I'm serious about this one um High my agency to run your meta ads for you why do that I said at the beginning

15:57spent more than 150 million that's a very conservative I always like any number claims I give to be like absolutely bulletproof um we haven't I haven't got the numbers for the last few months but Q4 we spending more than 10 million a month averaged over 4ex row again that's conservative over those ad accounts in that ad spend generated more than 600 million in revenue for our clients and like I said clients all around the world all sorts of niches um and a lot of e-commerce we work with all types of businesses but about 60% of our clients are e-commerce so I am the only meta megaphone partner in the UK um which is

16:33because of my personal brand I have special access with meta um they give me access to things early I'll be talking about I'm in a panel in a minute I'll be talking about one of those things um there and uh yeah Special access so that if things go wrong with ad accounts which if you've been running Facebook Instagram ads you will know that is absolutely the case uh we're able to get that resolved with an email which is Big advantage and we're an agency partner um lots of agencies will tell you that they're agency partners there's different levels to that game we're in the top level there's only 50 in the UK

17:05and of those 50 we actually have the most number of clients when we signed up the uh person from meta was surprised that that was the case and that leads me to make the somewhat bold claim but I would honestly stand by it that I've got the best meta Ad Agency in the UK I pitch my team against any in the UK and be surprised didn't come out on top honestly I'd pitch my guys against any meta ads agency in the world and be surprised if they didn't come out on top which I know is Punchy but there we go for those of you that run meta ads for a

17:37company you work for and think well there's no way I'm ever going to hire you guys because that's my job we also have a mentorship program where we can train you and show you exactly how we do what we do um how we can get you the best results possible and uh so yeah so there is that option as well if that is your scenario and you wouldn't want to hire us and replace yourself uh in that role so um so yeah come have a chat and hopefully that's been useful hopefully you got a few takeaways there I'm staying on stage now but uh thank you

18:04very much thanks guys