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Facebook Ads Expert Salome Schillack – Ep 65 – The Elevatory

Facebook Ads Expert Salome Schillack – Ep 65 – The Elevatory


Flori Pyke [00:01:25] Hello and welcome to
Episode 65. You’ve got Flori at the helm today. And, today I get to chat with a Facebook ad
strategist and expert Salome Schillack. I’m pronouncing that correctly am I? [Salome says “You did. Well done.”] I love it. It’s very unique, isn’t it? Salome Schillack [00:01:43] Yes, it is. It is a French name. It comes from the Hebrew word Shalom which
means peace and power. Flori Pyke [00:01:50] Oh gosh. So much goodness just packed into that one
name. Salome Schillack [00:01:54] Yeah. Yeah. Lots of goodness. Thank you for having me. Flori Pyke [00:01:57] No, it’s such a pleasure. I’m super excited to chat with you today about
all things Facebook ads. This is where like, if I had little nerdy
glasses, I would be like yup blinking up and down because I’m sooo excited. Salome Schillack [00:02:10] Yes. I am wearing my nerdy glasses and I’m ready
to nerd out on Facebook ads. Flori Pyke [00:02:15] I love it. By the way, where’s the accent from? are you? Salome Schillack [00:02:18] South Africa. I was born and raised in South Africa and
then moved to the U.K., lived there for three years then moved back to South Africa and
then my then boyfriend said “Will you marry me and move to Australia?” And that was 11 years ago. And we’ve been in Australia ever since. Flori Pyke [00:02:34] Wow. I love it. Fantastic. All right. So, Salome tell me before we kind of get into
the nuts and bolts of today, I’d love for us all, our listeners, myself to really understand
a little bit more around what you do. You have a company called Shine and Succeed,
right? Salome Schillack [00:02:51] Yes. Shine and Succeed is an agency where I have
a bunch of really awesome women working with me to run Facebook and Instagram ads to help
people who sell information products or digital courses to launch bigger and then to grow
and scale their businesses beyond seven figures with Facebook and Instagram ads. Flori Pyke [00:03:15] Wow. Now, on that note. So, of course, had to do my due diligence
before we hopped on the podcast and I was doing a little stalk of your website and I
noticed some pretty big testimonials on there. So, not to name drop or anything but Amy Porterfield
and Rick Mulready. Salome Schillack [00:03:33] Yes. So, Amy and Rick are like my mummy and daddy
[both laugh] in this online world. I made my very first dollar online after taking
Amy’s Webinars that Convert Course and it completely changed my life because it opened
up this possibility that I do not have to work for a boss. You know it’s for me it was this kind of a
choice between working for a boss to earn money or being a stay at home mum and neither
of those two things were an option for me. But I didn’t know how I’m going to do it. I didn’t know how I’m going to make money. I didn’t know what I knew that I could monetise. So, I started a coaching business as we all
do and failed miserably. I was the world’s worst coach because I just
wouldn’t tell people how to go and do stuff. I don’t want to ask them lots of questions
and get them to uncover it themselves. So, I launched an online course, took Amy
Porterfield’s Webinars that Convert Course, launched an online course, made some money,
life changed completely different, went down a few other paths and I realised when I started
learning about creating online courses I realised that oh I need to learn Facebook ads if I’m
going to sell on my online course. And that was my introduction to Mulready. And Rick has been, I think I am the O.G of
Rick’s community, I’ve been a student of Rick’s since 2015. I’ve been the coach inside of his accelerator
group where I got to coach his students and then Amy asked me to be the support for her
students as well in her paid programs or Digital Course Academy program and her Insider’s Club. I’ve been the go-to person to answer Facebook
ads questions for them and then I’ve worked with some amazing, other amazing men and women,
mostly women who do have big online course businesses. And I get to really get to make a big impact
in the world which I love and get to work with amazing people. Flori Pyke [00:05:29] Wow I’m impressed. That’s pretty cool. I mean I can definitely see the synergy there
between Amy and Rick in particular because I know they’re pretty good buddies from what
I’ve kind of heard around the trap. So how cool. You know I love that you… can we just touch
on that actually just the fact that like I love how you started with the course learning
from them and then you’ve obviously used that opportunity to arguably introduce yourself
and show your ability to learn and apply and you’ve put yourself out there, tapped on the
shoulder to some degree is my guess. And then, you’ve been able to work for them
now and I think that is phenomenal. And, yeah like it just goes to show how you
got to seize those opportunities and you certainly did. So… Salome Schillack [00:06:18] Yeah. And, I want to add to that like I am not…
what I’ve come to learn about myself is I prefer to go deep with fewer people than wide
with the masses. I’m probably never going to have a massive
social media following because it will exhaust me. But, with a handful of really good relationships
and by going really deep with fewer people I feel like I add more value and I engage
in a deeper level so I learned initially from Amy and then from Rick and I bought Amy Porterfield’s
B School Experience at one point and part of the reason I bought that was because she
was offering a live event where Rick will be there. Rick was going to be there and she was going
to be there. And, the reason I bought that, the reason
I invested in B School was to go to Amy’s live event and be in the room with Rick and
Amy because I’d been living in Perth in complete isolation. I was an absolute alien to my friends. They had no idea what I was doing online and
what I was trying [Flori laughs] to figure out here, why I’m always going live on Facebook
and what this thing is that I’m doing and I just felt like I have to get in the room
with these people who are doing it. I have to normalise this and be in the flesh
with people who are actually doing it. So, I sent Rick’s assistant Justin, I sent
him an email and I said hey Justin I’m coming all the way to San Diego from Perth. Is there any way I can have a coffee with
Rick? And, he was like hmmm I don’t know. I’ll check. And, luckily Rick replied and he said yes,
you’ll have a coffee with me and I had a coffee with him and at that stage I’d already given
Rick testimonials for his program so he knew who I was. I was a complete stranger but you know I had
done some stuff and I’d gotten some clients and had some challenges and asked him questions
and engaged with him in the group and had a coffee and then when we had the coffee he
sent Amy a message and said hey keep a lookout for me at the event. I’m one of his students and she should keep
a lookout. And, I was just that day when I got there
and I was like oh you’re Salome. Yes, we’re gonna find you some clients, we’re
gonna get you some work, we’re going to do some stuff for you. I was like I just bawled my eyes out. I couldn’t believe it’s happening and Amy’s
been incredibly generous and she’s helped me find clients and I left that live event
in San Diego with four clients signed up and I quit my job and [Flori says “wow”] started
freelancing as a Facebook ads manager and then last year I turned the freelance business
into an agency and now it’s just growing and getting bigger and better and we’re making
a bigger impact. But it all started with just adding value
to [Flori agrees] just one person and just showing up for one person and being there
and engaging and adding. Flori Pyke [00:09:03] Totally. And also like just not being afraid like you
went out there, put yourself out there and that we talk a lot about mindset on this podcast
and because it’s huge around what we do and also just business in general and I love that
you just kind of grab that opportunity by the balls and made the most of it for the
lack of a better description like good on you. Salome Schillack [00:09:25] Grabbing it by
the balls is the right term. But I will tell you I was scared out of my
mind. I was insanely scared. And, I just knew I just have to put the one
foot in front of the other one, in front of the other one and be brave and just do it. I have nothing to lose. [Flori agrees] And I loved what you said about
mindset, I kind of live by this rule as long as you’re coming from a place of gratitude
and love and you show up and serve and you lead with giving, you’ll be OK. [Flori agrees] You know you can reach out
to anybody and they can reject you. And, as long as you’re led with gratitude
and with the heart of giving, you’ll be OK and if they reject you, fine. And then, you just do the same thing with
someone else and you just keep going. Flori Pyke [00:10:11] I love it, so much truth
and I love that story. So, thank you for sharing that with us. Now, let’s get into chatting about Facebook
ads because I… Well, do you know what I’m going to be honest
I was going to say, I love Facebook ads and I do. [Salome laughs and says “You liar.”] That’s the thing, right? Don’t we all have this love hate relationship
with it because when things are going well it’s like oh my god Facebook ads is the bee’s
knees. You know I’m rocking it. I got this blah blah blah. [Salome agrees] When things are not going
so well. Like if I had a penny for every time I swore
I would be rich because that’s how much it happens when things don’t go well. Salome Schillack [00:10:54] Yes, that is very,
very true. And, I think I want to say almost as much
as 50 percent of the time it doesn’t go well. [Flori agrees] It’s just one of those things
that you either get the result you want or you get less than you need [Flori agrees]. And we manage you know multiple client accounts
who are spending thousands and thousands of dollars and sometimes it doesn’t go well. Other times it goes amazingly well. And then we turn it to a case study and you
promote on your blog and you promote everywhere. But, that’s why people just hear all the good
news. [Flori agrees] Nobody is going to turn a failure
into an example of failure and promote it. But I want your listeners to know that Facebook
even us professionals who work with it every day we have glitches [Flori agrees] where
Facebook is just not doing what we want it to do, glitchy and it’s not a tech issue,
it’s just Facebook being glitchy. Sometimes, we get ads disapproved. If you’re getting ads disapproved, you’re
not special. You’re you know what, if I had a dollar for
every time someone tells me Facebook hates me, I would be rich, because people have their
ads disapproved and then they go oh Facebook hates me and it’s just not true. There’s a what do you call that a bug. It’s not a bug. It’s a like a crawler, computer system that
Facebook has, that just scans ads for keywords or key phrases or things that could indicate
a violation of the policy. And, so people get ads disapproved that or
the ads might be perfectly legitimate. But, because this computer picked, scanner
picked up a word it disapproved and then they take it personally and what I want to say
just do not have any emotion about Facebook. There shouldn’t be any emotion. It’s just numbers. It’s just a computer screen. If you have a problem, just go in and solve
it. Flori Pyke [00:12:50] Yeah totally. You covered like just through all of that
which is so true. Everything you said. I think one thing that like just to highlight
what Salome was saying is like you do have to persevere though, don’t you? [Salome agrees] Because I feel like I come
across so many business owners who, they have go at Facebook and look don’t get me wrong
like they might invest a bit of money like five hundred dollars, a thousand dollars and
it doesn’t go to plan and then they throw the towel in like you’re done. What message do you have for those people? Because they’re everywhere. Salome Schillack [00:13:21] Yeah. And I’ve been there. I threw the towel in the first round. You know I ran ads and it’s just through playing
with other people’s money that I kind of became more comfortable with not throwing the towel
in and learn to persevere. What I want to say to them is you’ve got to
start somewhere. [Flori agrees] And, you’re going to get a
result. The best thing is to know what the result
is that you want before you start. That would be the number one thing I think
that newbies get tempted by this whole ooh Facebook is telling me if I boost this post,
I can reach twenty thousand people. [Flori agrees] And, it’s very tempting to
then put money on a post or turn it into an ad and then have nothing to show for it. You know this morning I was teaching a class
and I said to them it’s like there is you only need three things in your business. You need a way to get in front of new people. One is awareness and engagement. And, as long as… if you’re running an ad
for awareness and engagement, how are you going to measure the result of that engagement? Of that awareness? You know what were you or you capturing them
in a custom audience or do you want to reach a certain number of people? And, what are you going to do once you have
them? [Flori agrees] Do you have a plan and that
comes to the second part of it is you need a way to subscribe them to your email list. So, if you’re going to boost a post for engagement
or awareness, what is your plan to then get them onto your email list? Because that’s step two. Once they’ve engaged with you, you need a
way to describe them. And then, long term, you need a way to turn
those subscribers into paying customers. So, if everyone starts with those three things,
awareness and engagement, subscribing or converting and you just think about why you’re running
ads. Is it for which one of those three things
are you running ads for? And how do you measure the success of that? Then you can start asking yourself better
questions about how you’re going to set up your campaigns? And how you’re going to measure the results? So, that’s kind of where I would start to
just reframe what’s success with Facebook ads look like. Flori Pyke [00:15:29] No I love it. I think those are some really good tips. I mean, as we said before we came on the episode
right like it’s like a can of worms. [Salome agrees] I think even just having that
structure in your mind you know that you do there’s like whilst it’s good to get conversions
and build your e-mail lists like if you’re not building those warm audiences then those
leads and those customers are going to cost you quite a bit of money, aren’t they? And, especially today where there’s more and
more competition for the news feed and particularly for like conversion objective. Salome Schillack [00:15:59] Absolutely. Yeah. And, I will tell you that Facebook, so I tell
everyone, every single client we have they come on board, the first thing we do is we
start running engagement campaigns. Because what I’ve seen is and this is you
know two years ago, we would have told people, don’t try engagement campaigns. Flori Pyke [00:16:17] Yeah. Can I just jump in? No, actually it’s really interesting. So, I studied, I’ve done a few courses myself,
because I ran our ads for four years you know in the time that I could find. So, it’s like Band Aid here, Band Aid there,
it was really interesting, right was yes exactly. So, probably three years ago, one of the first
courses I took was with Keith Krantz I remember. And, at the time the focus in that course
and the objective that you talk about these three steps right, awareness, engagement number
one, number two subscribing to your list and number three converting. So, at the time, the focus was really like
let’s just go for converting to begin with, right? [Salome agrees] So that you know you’re making
some money. And then, you can kind of reverse engineer
this. But now you’re saying this has changed, right? Salome Schillack [00:17:08] Yes. You absolutely nailed it. Two years ago, we were saying unless you can
show two dollars for every dollar you’re putting to Facebook, don’t even start. Now, we’re saying the complete opposite. Now we’re saying. So, you’ll remember I don’t know if you remember
but last year 2018 in January. Zuckerberg made this huge announcement that
shocked the entire marketing community saying the News Feed is all about engagement. And, we will be favouring content by friends
and family over content by marketers because what we want to see is engagement. In the time since then, what Facebook has
introduced and I have this on really good authority although Facebook denies this and
they will keep denying it but they give your account, you get a ranking. [Flori says “Yes I’ve heard that. Yes.”] See. I call it your Facebook mojo. You have good mojo or you have bad mojo. Things Facebook considers when they give you
your mojo score is are you running multiple different objective campaigns? So, are you running video views and engagement
objective and conversions? If you were only running conversions, that’s
an indication to them that you are not leading with value. [Flori says “You’ve got a bad mojo.”] Well it’s just that what they want to see
is engagement because it’s a social platform where people want to see things that entertain
them, that excite them, that they want to comment on, that they want to share with friends. So, if you’re only running conversion ads
all the time, you might be making money but your conversion cost is going to go up and
up and up and up and up. [Flori agrees] And, that’s what I’m seeing
with some course creators. [Flori says “First to put my hand up totally”]
Yes. And, I’m seeing with course creators who launched
a program 12 months ago and is now launching the same program and twelve months ago they
spent half the amount of money to make the money. [Flori says “Hundred percent”] But they now
have to spend to make that money because they’re only running conversion campaigns and they’re
running it on off, on off, on off. Whereas our clients who were running engagement
campaigns consistently in the background halve the cost of their conversions in the last
twelve months which is unheard of but I know for a fact that if you’re running engagement
campaigns and you’re getting that engagement going on your page you like it builds up a
snowball effect that Facebook loves. It just loves it and it rewards you so handsomely
that when you do then run your conversion campaigns, your conversion costs are so low. Your mojo is good. Your ads don’t get disapproved. It’s just it’s a beautiful thing to see and
it’s Zuckerberg fulfilling on his promise that he wants engagement. Flori Pyke [00:19:49] Yeah. That’s a really good tip you know. And, it also goes to speak about how you do
have to be plugged into the never ending changes of the algorithm because what worked yesterday
like you said I mean we’re the first to see that like I track all of our metrics when
it comes to our different campaigns. Oh my God. Like yeah, the return on investment over time
has minimised a lot for every campaign as time has progressed and we’ve learned that
lesson really the hard way. You know I started kind of exactly doing that
like you know going straight for it with conversions. They were on off, on off based on what I had
learned and today that strategy is just not going to cut it. [Salome says “No, you’re not. You’re going to pay the price long term for
that.”] A hundred percent. So, to that end, lesson here, I mean should
business owners then be running ads all the time, Salome? Salome Schillack [00:20:39] Yes, absolutely. Be running ads all the time. And, here’s what I say, if you’ve never run
any ads and you’re just going to start out and you want to take five dollars a day, run
that to an engagement campaign. Months from now, you’ll be better off than
you were if you didn’t do that. So, if that’s the only thing you can do. Just do that. If you’ve got that one fixed, the next thing
is start running list building ads. When building your lists, start getting your
algorithm. We call it seasoning the pixel, so your pixel
learns and it gets smarter and smarter and smarter. But it needs a lot of data to learn. And so, you first start with an engagement
campaign that you just take your best organic post. Turn it into an engagement campaign and just
sit in the background. Let it run. [Flori says “Let it do its thing.”] Yeah. Let it do its thing. And then your conversion ads, just start building
your list. Start getting people onto your list. Start seasoning your pixels so that your pixel
knows where to go and find your best people over the long run. Flori Pyke [00:21:36] OK. Love it. Now, in terms of I’d love to ask you if you
are about to… So, you engage a client or a client engages
you I should say sorry and they say right, Salome and company, we are launching a challenge. How do you approach because obviously, there’s
a lot of moving pieces to creating the ads, the audiences, the testing that needs to go
into mapping out a Facebook ads series of campaigns for a challenge? Can you talk me through how you approach that? Salome Schillack [00:22:12] Yes. That’s a very big question. Flori Pyke [00:22:16] I know, dive in and
we can chat a bit. But like what’s kind of like Step One? Like do you have like a spreadsheet? Or do you work like how do you tackle this? Salome Schillack [00:22:28] There’s so many
moving pieces. So, the first thing is when a client comes
to us and they say I have a challenge launch coming up and I need your help. The first thing I ask them is how are you
getting in front of new people. So, we start by looking at their how much
are they running engagement campaigns? Exactly this conversation we just had. How are we getting in front of new people? Usually 9 out of 10 times, they’re only getting
in front of new people with organic strategies. So, in other words they have a social media
following. [Flori agrees] They go live on Facebook once
or twice a week. They are on Instagram all the time or they
have a YouTube channel or something like that. So, the first thing we start doing is running
those engagement campaigns for them. The second thing I ask them is are you building
your list leading up to the launch. We call that prelaunch. Like how are you. How are you building a runway so that when
you are starting to run the ads for your five day challenge, you have a fresh new list of
people who are very engaged with you, who have recently opted in for something that
solves a small problem for them that leads into your five day challenge. So, list building ads are the second thing
we start running and this is usually about two months out from the course from the launch
we would spend running those list building ads and we would run them just up to before
we start running the ads for the five-day challenge. Now, when we start running the ads for the
five-day challenge… Flori Pyke [00:23:54] Can I just jump in here? Sorry Salome, I have a question. So, two months out of the challenge you’re
running the list building ad, right? [Salome agrees] What happens when the lead,
the prospect opts in for the list builder? They get it. What do you do with them then? Are you putting them on a nurture sequence
of some way, shape or form? Salome Schillack [00:24:12] Yeah absolutely. That’s what I recommend to my clients. The client’s usually a part of the work that
we’re not a part of because we’re the bringers of the traffic and they’re the nurturers of
the traffic. [Flori agrees] But, I would highly recommend
to any client like if you get somebody to opt in especially if you know you’re going
into a launch. Nurture them. Send them into a nurture sequence. What I’d say is start getting them thinking
about whether, start teaching them that they have it in themselves to do this. Because that your number one objection is
self-doubt, right? That’s one of your first objections is I don’t
think I have the time. I don’t think I have the ability to do this
thing. You need to overcome that and you can overcome
that long before you pitch the product to them. The second thing is start giving them some
quick wins you know. Teach them what they need to know about your
solution or about your methodology. Teach them enough of what they need to know
to know that you are the right person who’s gonna… [Flori says “Start indoctrinating them.”] Yeah, correct. Yeah. So, you start showing them ways that you are
the right person to solve this problem for them. So, you do all of that in your email nurture
sequence. So, we’re running list building ads. Now, we’re getting up to the time to start
running the five-day challenge ads. You have two main audiences that you’ll be
targeting, the one is your warm audience which consists of all of those people you’ve just
added to your email lists, all of the people that’s been on your list for a while, everyone
who’s been to your Facebook page, everyone who’s been on your Instagram, everyone who’s
been on your website. Those are your warm audiences. So, we’re going to want to run ads to the
warm audience to get them into the challenge. These are gonna be conversion ads and you
could tweak your message to your warm audience so that it’s slightly different from the message
you give your cold audience. Because your warm audience already knows who
you are and they already trust you and they already like you. So, you could tweak that message a little
bit but most cases we would run the same ads first to the warm audience and then to the
cold audience. So, you want to get your warm audience and
your cold audience to opt in for your challenge. With the cold audiences, again there’s two
things you want to think about, one is your lookalike audiences. [Flori agrees] So, your best lookalike audience
will always be people who have purchased from you. People who purchased that exact product that
you’ll be selling, you’ll do really, really well with your lookalike audiences. So, you want to create lookalike audiences
of your email lists or of people who have engaged with specific videos or specific pieces
of content on your website. And then, you want to think about cold targeting
which is interest targeting. And when you’re doing interest targeting,
I had this conversation with someone the other day. She said “Well, I’m a life coach and so this
targeting people who are interested in personal development.” And she said “the reason I choose personal
development is because it gives me a bigger audience and the name of the game with cold
audiences now is bigger audience.” And I say to her. OK. But what happens? Let’s think about it. Somebody who’s interested in Tony Robbins
will also be interested in personal development. But somebody who’s interested in Brene Brown
will also be interested in personal development. But which one is your client and she said
it’s the Brene Brown person. And, I said “OK. So, let’s take personal development out of
it because it’s too vague. Let’s think about Brene Brown and then think
about who else can we target people who are into Brene Brown will also be interested in
and we came up with Gretchen Rubin and Oprah Winfrey and Gabby Bernstein and Deepak Chopra
and she ended up identifying about 10 different brands or personalities that when you put
them together gives you the same size audience as what personal development gave you but
now it’s a lot more specific. Now, it’s a lot more targeted. And then she started running the ads and she
said they’re doing fantastically well. So, when you’re thinking about your targeting
you need to think specific. Think inside the umbrella of your niche who
are people most likely into. The person who’s into cross fit is a different
person than into Lululemon in the training industry. [Flori agrees] So, that’s what we think about. And then, we run those conversion ads to get
people into the challenge. The next thing you want to think about is
are you retargeting people who go to the landing page of the challenge who do not opt in. Because if you think about it, often we click
on something to read it and then the doorbell rings and you get up and you walk away and
later on you just close all the windows. So, you forgot to opt in. So, you want to retarget people who are not
opting in from that landing page and then from there we would start launch ads like
oooh the doors are open ads, we’re closing, testimonial ads, we like to add in a messenger
ad where in the last 24 hours we just seen you say hey do you still have any questions
about the program and we just add that in. So, there’s a few things that goes in there. Does that answer your question? Flori Pyke [00:29:19] Totally does. I think that’s a really good breakdown. I also think whilst we’re on the subject actually
of targeting I’d love for you; I know from my learnings is quite a difference between
targeting like interest versus like demographics versus job titles versus behaviours. I’d love for you to kind of just chat in and
around that if you wouldn’t mind for our listeners like what to focus on? Salome Schillack [00:29:39] OK. I guess it depends on who your target audience
is. [Flori agrees] Again this is kind of changed
a little bit in the last two years with the algorithm changing. We used to say “be as specific as you can.” So, what we would do is narrow it down to
maybe 10 years you know women between the ages of 30 and 40 who are interested in Amy
Porterfield and maybe that would be one ad set. Now, the algorithm is so smart that the algorithm,
if you give the algorithm a large audience it goes and finds the right people for you. So, you want to be if you’re targeting cold
audience, we aim for about 10 to 20 million in an audience. Flori Pyke [00:30:20] Wow that’s even more
than I’ve been told in a recent course I just took. So, there you go. Salome Schillack [00:30:24] Yeah. Well, there you go. So that’s what we look for. You don’t always get there depending on the
client and depending on who they are. But again the important thing is to get into
the psyche of that client and think about the brands they follow. Think about the personalities they follow. So, for a lot of our clients who are you know
in the digital courses businesses, we’re always targeting Marie Forleo and Amy Porterfield,
Mari Smith and you know and then there’s some other you know so we might put personalities
into one campaign and then put software like Kajabi and Infusionsoft and Ontraport and
those things into another one. But we still group them all together so that
we get a bigger audience and then we would make the age range a little bit wider. And, also like if you know you just want to
work with women just narrow it down to that gender or if you want to work with men or
if you sell a specific gender specific thing, narrow it down to that. Job titles, in our industry we don’t use job
titles much. What we do sometimes use is relationship status
so we would often use marriage, status of being married. Unfortunately, people who are married have
more disposable income, so we tend to use that or we use education, if they are graduates,
people who are graduates. Yeah. Sorry. Flori Pyke [00:31:42] You know I find it so
funny, right? Because like I just did a course recently
with Molly Pittman and I reckon it just really depends. Like its Facebook ads, right? It’s such a like what’s working now and also
such a subjective thing. Because the lessons really that came out of
that course was really to focus on interest-based targeting and to not worry about like categorising
similar interests. And, the reason why namely, I should explain,
why to focus on interest-based targeting that she really emphasised was because there’s
a lot less competition for interest-based targeting versus other things. So, like demographics, behaviours and what
not. So, it’s just so interesting, right? I find Facebook ads is just such a subjective
thing in so many cases because unless you are in a position where you get to test like
you said you know all of these different clients’ campaigns, it’s really difficult to get a
gauge on things that work, things that don’t. Yeah. So, I find that really interesting. And, the other thing that I’m going to jump
in about, was like the size of audience, right? Like in Australia. [Salome says “Yeah it’s gonna be smaller.”] Forget it. You’re not going to get a 20 million audience
in an ad set. [Salome says “No, you’re not.”] If you want to test various ad sets like no
matter what you’re doing, forget it. So, it’s just yeah, I think like they’re all
little things for our listeners to be really conscious of. Like if you’re hearing this and you’re like
what?! In Australia, it’s gonna be smaller. Salome Schillack [00:33:11] Oh for sure. For sure. You gotta remember, in Australia there’s how
many people, 22 million people? [Flori says “Yes something like that.”] You know it’s gonna be way way way smaller
than when you include when you’re targeting the US. [Flori agrees] I was actually with Molly on
the weekend at the Digital Marketer Down Under Show and funny enough like those interests,
I find it interesting that you say she says the interest targeting, there’s less competition. I think there’s just as much competition if
not more. I think it’s more specific. I just think somebody who likes a personality
or a brand, that is more specific than a behaviour unless you’re selling something like you’re
the locksmith in your local area then you might want to target people who are interested
in 24-hour locksmith within five kilometre radius of your business. And, you know and hope that the moment they
type that into Google, your ad is going to come up in use in them in their news feed. But, if you’re in the information products
industry selling digital courses and coaching consultancy services then interest targeting
for sure. Flori Pyke [00:34:15] Yeah right. OK. Love it. Awesome. OK so just before we start to wrap up, final
question I’d love to get you to talk around would be what metrics? So, you talked a bit about you know measuring
the success of your ads. So, can you take us through exactly what metrics
you pay close attention to when it comes to analysing your ads? Salome Schillack [00:34:37] Yeah that’s a
great question. There’s kind of micro metrics and then there’s
and then there’s macro metrics. And the macro metric, the most important thing
is are you getting a return on your ad spend. We call that ROI ads. People will hear the term ROI ads and what
that means is for every dollar you put into Facebook; how many dollars are you getting
out? [Flori says “Yeah like return on investment.”] Yes exactly. Exactly. So, for every dollar you put into a launch
in Facebook, how many dollars did you get back? And, if you’re not getting back more than
what you’re putting in something is wrong. So then, you go back and you look at your
micro metric and the next one you’ll look at is well what are you paying per lead? What’s your cost per lead? How much are you paying for lead? And, if your cost per lead is higher than
what you’re selling your widget for then you have a problem because if it costs you more
to acquire a lead than what you make on the back end when you sell something to them that’s
why you’re not making a return on ad spend. So, you need to know with the number that
we like to look at is earnings per lead. So, in other words, if you had a hundred leads
and your hundred leads made you a hundred dollars. But that also cost you 100 hundred dollars
then your earning per lead is zero. So, you need to know what your earnings per
lead is because if you know what you’re earning for every lead you get on Facebook then you
know how much you can spend, right? So now you know how much you can spend to
acquire a customer, then you can track your lead costs and when that lead cost comes in
at five dollars a lead and you know you’re going to be making money. If your leads cost five dollars, you’re… But if your lead costs ten dollars and you
know at ten dollars you’re losing, then you know you need to shut it down. Now, when you see your earnings per lead is
too high, the metrics you want to look at is your landing page conversion rate. That’s the first place I usually go. What is the conversion rate on my landing
page? Is my landing page working? If your landing page is converting anywhere
above 30 percent, it’s good. I heard people say they have landing pages;
I’ve seen landing pages convert at 80 percent [Flori says “wow!”] Those are unicorns, around 30 to 40 percent
is good. So, if you’re landing page is converting 30
to 40 percent, you’re good. Then the next thing you want to check is your
click through rate or people clicking through from the ad to your landing page and you want
that definitely to be above 1 percent. And then, if people are not clicking on your
ad then you want to be looking at your reach. What’s your cost per impression? And you want to try to get that around the
ten dollar mark to make sure that you’re paying about 10 dollars to reach a thousand people. And then, if you work it back, if you’re paying
ten dollars to reach a thousand people and one percent of them are clicking through and
30 percent of them are converting then how much are you paying to get a lead? So, those are the key metrics that we work
our way back from if we see things aren’t working. Flori Pyke [00:37:37] So, what does it mean
if your click through rate say is like .5? Does that mean that the audience is not responding
positively to the ad like it’s not resonating with them? Salome Schillack [00:37:47] Yeah. That’s literally speaking, what it means is
your audience isn’t resonating. Your audience is not connecting with your
ad. They’re not taking the action now. That could be a targeting issue. You could be putting the right ad in front
of the wrong people or it could be creative issue. Your copy is not converting. Your image is not making them stop their scroll. Your video is not you know catching them and
engaging them. So yeah. So, if you see people are not clicking through
to your landing page the first thing I look at is the copy because those are the easy
things to fix. Is the copy connecting with them? Is it like good conversion copy that’s going
to get people curious about clicking to the landing page? Is the image eye catching? Does the image stand out in the News Feed? Is it going to make me stop my scroll? Is the headline benefit driven? Does the headline say something that I want? Does it connect with my pain points and my
passion point? And then, I would look at the audience and
go OK maybe the targeting wasn’t right. But the first thing I would fix is the creative
and then look at the targeting. Flori Pyke [00:38:52] Yeah. I love it. And like another good little trick there is
like even just to look at the relevance score, right, of the ad? [Salome says “Relevance score has actually
disappeared now. We don’t have relevance score anymore.”] Oh my god was that like yesterday? [Salome says “Well, maybe I don’t know. Maybe they’re rolling it out slowly. I didn’t have it anymore”] It must be because
I still… [Salome says “you still have it?”] Yeah. I have it yesterday. [laughs] Salome Schillack [00:39:13] That’s funny. I haven’t seen a relevance score in a long
time but Facebook rolls out these changes to the back in like in waves. With some of my ads managers, their interface
looks completely different to mine because they already have the new look rolled out
and I don’t. I’m still on the old one. So, everybody’s very jealous because I’m still
working on the old one but the relevance score is disappearing, but it is being replaced
by other metrics that they will show you your engagement metric and it will show you are
you below average, average or above average? So, it kind of gives you an indication of
that. Flori Pyke [00:39:48] Love it. OK. I said that was the last question but I just
have one more, sorry. Obviously and I think this is a really good
question for listeners to ask. You know we’ve just talked about like so many
changes that have happened in the space of a day for instance like so for listeners like
where is a good like resource, podcast, like website? What do you use to stay in touch with all
of these changes? Because what worked yesterday doesn’t necessarily
work today. Do you have any recommendations or tips on
what we can plug into here to stay abreast of everything? Salome Schillack [00:40:24] Yeah. So, the two people that I learn the most from
is Molly Pittman [Flori agrees] Yeah. So, she’s got the Perpetual Traffic Podcast. Probably best resource. I love it. And then, the other person that I often go
to to learn is John Loomer. John Loomer has a really good blog. And he is more, he’s much better in the written
format like you want to read what he says. But he also does lots of little mini masterclasses
where he really dives deep into things. And then, my mentor Rick Mulready still teaches
a lot of Facebook ads and he has a good podcast called The Art of Paid Traffic where you can
also learn a lot about this stuff. Flori Pyke [00:41:02] Love it. OK. Awesome. Thank you so much. You know this stuff whilst it’s technical
and can feel really overbearing and overwhelming for someone who hasn’t done it like it is
so important. I mean it’s kind of like the lifeblood of
your business really, your marketing. [Salome agrees] So, to be able to kind of
speak the language and start to do this stuff is fundamental to really growing and scaling
your business. This has been awesome. Thank you so much. Salome Schillack [00:41:28] You’re welcome. Thank you for having me. Flori Pyke [00:41:30] It’s been a pleasure. So, on that note you’ve dished out so much
gold. So, where can our listeners find out more
about you? Salome Schillack [00:41:37] Yeah. Well they can come over to shineandsucceed
dot com and I have a little freebie there for you guys called the Three Types of Facebook
Ads Every Course Creator Needs and they can just go to shineandsucceed.com/elevatory to
get that. Flori Pyke [00:41:53] Oh I love it. Thank you so much. I’m totally going to go have a little look
myself. So… I love it. Now, in custom Raising Her Game Podcast form. I’m going to put you on the spot. Parting thoughts. What would be yours? Yeah. Salome Schillack [00:42:09] My parting thoughts
is just to tell everyone that they can do it. When it feels hard, it feels right. So just to believe in yourself. Keep going. What you’re feeling when you’re challenged
by this stuff, that is the rite of passage that is an indication that you’re in the right
place, you’re doing the right things and just keep moving forward because you are gonna
figure it out. You are going to get there. Flori Pyke [00:42:34] I love it and it’s so
true. It’s so true. So, thank you so much. That is a wrap. And, as always, ladies, remember to elevate
your business game.

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