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Shopify Masterclass: Intermediate to Advanced | AWeurope 2018

Shopify Masterclass: Intermediate to Advanced | AWeurope 2018

Hello, hello, hello. Good morning to those who woke up, at least. Good morning! Everyone is like half-asleep. Thank you, thank you, thank you.
Shopify plus. Thank you. Alright. Alright, this is the weirdest 30 seconds of my life. Every time I walk on stage,
the first 30 seconds are the hardest. You’re trying to go,
“Do I exert dominance? Do I go funny? Do I wake them up? What do I do?” Thank you very much! Thank you. So. The reason why we’re here today, basically. We’re doing the Shopify advanced e-comm workshop and we’re covering two things or three things. We’re going to cover ads, how we start with the dropshipping, like
ads-wise, how we scale them and then the infamous ad copy where we get anywhere
between 4% and 6% link click CTR and that makes your life a lot easier. My name is Mohamed Ali Aguel and
I’m a Shopify partner and the reason I’m here is because Shopify trusts me? And they like me. And I’m a
Shopify merchant and basically what I do is, I run Shopify e-commerce
stores, I run funnels and I teach people around the world how to do the same. So going into our presentation, the first stage or the first phase of the ad structure. This is the #1 question that I got,
especially from dropshippers. How many dropshippers do we have here? Yeah. Most of you. Great. So this is how we do the testing part. This is how we start with the ads and this is where you kinda don’t lose a lot of money because that’s the hardest thing about your dropshipping is that there are a lot of methods on
how you can test your products, a lot of methods on how you can find your winners. There is the easy way and
there is the hard way to do things. So in my opinion, this is one of the best ways to do it because that’s the way I do things and it’s been working so far. So in phase 1, what you’re looking for is the two objectives. Objective #1 is you want to know if
people like what you are offering or selling. So if they don’t like it, there is no way you’re gonna sell it and when I’m talking about liking your offer or what you’re selling, it’s two things. Two phases. The product and the offer. So whether you’re doing free plus shipping or
you’re doing buy one, get one free or you’re doing, you know, any type of offer, people need to like it. In so many times where we do a product,
people don’t like the offer but they do like the product so you see ads on Facebook. They’re buying from someone else but when
you do it, it doesn’t work for you and the reason is they don’t like the offer.
The product does work and it solves their problem or it’s something that they want
and people, you know, buy for two reasons, either to solve a pain or it’s something that they want. So play on these two angles, I guess. Objective #2 is you want to get traction, so you want to get clicks.
You want to get ATC’s and you want to get, ultimately, sales so this is the testing phase. The testing phase, your objective is not sales. Your objective is you want
to see engagement. Your objective is you want to see people clicking, people going
to your website, people adding to cart and if they buy that’s always a bonus, so if you put them in order of priority, engagement will be
first, clicks to website would be second, add to cart will be third and then sales
will be the last one. So every sale that you get in the first,
second, third day is more or less a bonus. And this is the actual structure of the campaign. Here it says three adsets because I didn’t have more space on the screen. So usually we do like one or two, anywhere between one to five. Depends on the vertical that we are using if we do have warm audiences or we’re
pushing straight cold traffic, and then on every adset we put four ads. In the four ads, what we are testing,
or actually before that, how we do the ads, what you’re looking at here, every colour on every adset, we use the same post idea, reason being is we want to capitalise
on that social proof and we want everything to go into one ad. So you know, your videos, they do look good with
millions of views and all your social proof going into one post. Does everyone know how to do that part? Using the post ID? Show of hands? The rest, I guess you don’t know. Who uses Facebook Ads? Oh perfect. So the rest of you don’t know
how to use that. Okay, so how you do it is, when you click on the business manager or you’re on your power editor, you go to page posts and you will see your post ID. Right? So you copy-paste that and then when you go into power editor
to create your adset and then you go to the ad level, there is that little plus sign where it says,
“Use an existing post” and you paste your ad ID. So what happens is all your adsets
will link to the same ad. Does that make sense for everyone? So all your adspend is going to the same post,
so instead of you having ten posts with five likes each, you will have all of the
ten adsets or the five likes each going to the same post, so that gives you more social proof and that creates crazy engagement
and lowers your CPM’s because Facebook is all about engagement. So what we are testing and
why we are doing four adsets or five adsets? On the adset level, basically we’re testing
targeting and we’re testing placement and when I say placement in the beginning,
we always do the newsfeed togther. At least in my case.
I do the mobile and desktop together. That’s what I start with. And then when I do different adsets,
I split, basically, the targeting. If we have custom audiences,
if we have lookalikes from previous products, if we do have interests,
we will go broad and then we will go narrow. And that’s what we are testing. So if you are going into a new niche,
usually what we are doing is we take the interest and we kind of put
them into a bucket, different buckets and that’s what we do. That’s what we use for the adsets
and then we will do one broad for X reason because you never know with Facebook. Their algorithm is something amazing.
It’s like that little monster that goes, “Grr.” You never know what the reaction will be. In the ad level we test two things,
the ad copy and the ad creative. Reason being is different people will react to different ad copy, will react to different ad creative. So, again. Adset level
you’re testing the targeting ad placement, at ad level you’re testing your ad copy and
ad creative, and I will show you how we write that ad copy. For ad creative we test images. Different types of images, different sizes of images,
1800×1800, the 1000×1000, the 1200×1200. And then we test the videos. For the videos, I know videos can get expensive
so what we are testing is the thumbnail. The thumbnail is something that you
need to be putting a lot of time into testing. We switched products around
basically with the thumbnail. When you double your CTR,
it makes your life a lot easier. So! You start with a page post engagement and
website conversion together. I forgot the last time I used their full names.
Start with the PPE and WC. Page post engagement and website conversion. So the PPE ad. We’re looking, again, for
cheap boost in engagement. All these adsets? All these ads?
What we are looking for is likes, comments, shares. I like to see, honestly, the comments and shares more than all the likes because likes are cheap. Everyone presses like. Doesn’t mean anything.
But if someone shared that on his newsfeed or someone commented on that,
you know people are really into whatever you’re offering. And with the WC, we’re looking for
what we call the MONEY action. So clicks, add to cart and obviously sales. Now here is the kicker though. The post IDs that I talked about earlier? Both of them go into both of the campaigns.
So you will have the PPE and the WC, both of them pushing to the same post.
Or four posts in this case. so you’re not losing any of that social traction. Does that make sense for everyone? I’m looking at the faces. Are they asleep?
Hungover? Lost? What’s going on? Are you all following me? Perfect. Now this is the part that everyone is happy about. How many of you have a winning product
and want to scale it? 1, 2, 3, 4, 5, 6, 7, 8. Great. So this is the scaling part.
This is where the money starts to happen. This is where you start crushing it. Now, assuming people want what you are
offering or selling, You cannot force people
to buy something they don’t like. People don’t give you money
for something that you want to sell them. They want to give you money
for something that they want. So assuming that they like your
offer, they like whatever you’re selling, whatever product or service that you’re selling, in this case I guess it’s a product, you want to find the one or two creatives
that are really working. You know how we test four in the beginning?
You want to find that one or two that are really working. So in the testing phase you will end up probably spending about $100, $200, $300 and all of that social proof is going to one place. There will be one or two winners.
This one or two winners, you need to take them out and that’s what you will be
using for whatever is coming. This will be the heroes in the next battle.
That will be your Batman and Superman, your Wonder Woman
and whoever else is your superhero. That’s what these guys will be and I will explain later how you can use that
to lower even more your CPM’s and if you’re going into scaling, having a post that has a lot of engagement helps you more than, whenever you’re scaling,
you’re creating a new post because Facebook sees the engagement
as something positive and, right off the bat, they give you cheaper CPM’s. And then you want to prepare all types
of lookalike audiences. All types, from every step of the funnel. That means every step of the funnel,
based off the pixel, based off your website links, based off your email lists, based of your video views, people who engage with your page. Everything that you can think of. Everything from 0% to 10%,
like 0-1, 1-2, 2-3, 4-5 or 0-5, all combinations. And then we go all-in. We have something working, we have lookalike audiences, we have our creatives. What do we want to do now? Spend as much as we can to make as much as we want. How to scale. So, this is the million dollar question. How do we scale? How I scale is very simple.
It’s the old-school scaling way. There are no gimmicks, there are no hacks, there are no
weird techniques. How we scale is we scale with Age.
So we look at our ad sites. You know the $300, $400 that you spent in the beginning? So you look at what’s converting and then we create new adsets for these ages. And when I say we create new adset, let’s say you’re narrow targeting
and that narrow targeting is converting at 35 plus. So we duplicate that adset
and then we let the original one run and when we duplicate,
we do the new one at 35 plus and we let it run. Let’s say that adset now is working, so
we duplicated at a higher budget. We start with a budget like $30
and then when we duplicate it, we go $60 then the next day, if it’s working, we go to $100.
We used to do like 10-15% every day. Now we don’t do that anymore. Either go big or go home. And big budgets seem to be working right now
on Facebook. After that we do the gender
and I love the gender because at some point you can just do United States, woman, 45 plus and it converts like crazy. That’s after 2,000-3,000 sales. That starts working. That’s not a lot of sales when you’re doing things right. Everyone is looking at me like, “Huh?” States and Provinces is the easy money. This is the super easy money where you see which states and provinces in Canada, we call them provinces not states, you see which one are converting
and then you do new adsets for these. Doesn’t matter. We leave it open-ended on
the age and gender because, especially in the provinces in
Canada, it’s not as big as in the US It’s only 32 million people. So the provinces’ population is a lot smaller than, let’s say, Florida
or Texas, so we leave it just open-ended and we do mobile and desktop newsfeed together. Which brings me to the next point, which is the International.
That’s where the real money is. If you’re not selling international, you have to. I know it comes with problems for shipping. It comes with problems for customs,
merchant accounts and cash on delivery and all that, but you need to figure it out. Cash on delivery is another story for another day. Most people start selling in the United States. The big five. United States, Canada, New Zealand, Australia. What’s the other one? UK. You’re British, aren’t you? He was like, “UK!” The UK. Yes. God bless the Queen. So. The big five are good but CPM’s are a little bit
expensive there so when you do Europe, which is as big as the United States, I
think. 300 and some millions? You can literally get CPM’s that are 10% of
whatever you are doing in the US. Right now I’m running ads in Italy
and my CPM’s are $4-5, where my CPM’s in the United States are $25-30. Same product, same ad, same everything so that makes your life a little bit easier with Facebook. Next is the placement. So the placement is a funny one because it’s not the same. One month, you have the desktop is
crushing, the other month you have the newsfeed, the mobile newsfeed, is crushing. Now Instagram is amazing. The marketplace is the cheapest ads that I’m
getting right now, and Instagram stories. Right now, as of today. Anyone watching the recordings, wave your camera. As of today, Marketplace and Instagram. These are the Instagram stories. These are the two cheapest placements
that you can run on right now. Marketplace was the biggest surprise. Marketplace, it’s amazing. The average CPA is like $15-16, Marketplace is like $3-4. The only problem with Marketplace is
you cannot do it on its own. You have to do it with the newsfeed. But Facebook kind of optimises now.
They optimised for everything and they got a lot smarter than a couple years ago. The budget. So, scaling budget. I talked about this a bit earlier. We start our ad sets at $30 and then, when we duplicate, with the budget we go
$30 and then that’s working. We don’t touch it. We duplicate it at $30 again and then we move from $30 to $60 to $100.
Usually it breaks at $200-250. So when it breaks, you go two steps back
then a step forward. Let’s say you want $30, $60, $100, $150.
At $150 it broke. When I say “it breaks”,
it means it doesn’t make you money anymore. So you go back to $100, you go back to a $60,
leave it at $60 for like 3-4 days. It stabilises then you go back to $100 and you kind of have to forget about it until it stops converting the way you want it. The next one is the manual bid
and this is the hardest one. So manual bid is manual. You need spend a lot of time on it and you need to setup your rules. Right now you cannot do manual bid without tools because with manual bid,
we do a lot of budget increase, budget decrease, especially in the morning then like midday, and then at night you can go up again. There are a lot of rules that
I really don’t have the time to share today. That was not the subject of this. You need to set up your rules for
your CPA’s. You need to set up your rules for when to increase and decrease your
budgets. Revealbot is one of the software that we use. It makes things easier. The rules that Facebook has natively are not as good as they preach them to be. Hopefully they will get better. That will solve us a couple $100’s on third-party softwares per month. And yeah. So manual bid, how we do it is
we do it with big budgets and when I say big budgets, the minimum is $500. Anything less than that, for me at least, it doesn’t work. A manual bid is not sorcery, is not something magic. If something is not converting, manual bid
will not fix it. Let me repeat that because everyone goes like, “Oh I try to automate. It didn’t work.
Let me try manual bid.” Chances are if it didn’t work on autobid,
it will not work on manual bid. Manual bid is not a magic wand. It doesn’t work like that. So manual bid, you move to it. It’s one of
the last stages of scaling that we use. Once we’re spending $5-10,000 with autobid then we move to the manual bid. Ad types. This is a big one. Ad type. So, how you think about the audiences on Facebook, or how at least I see it. People have different inventory. Facebook have different inventory for ad types.
They will have an inventory for videos. They would have an inventory for photos.
They will have an inventory for DPS, etc. So you need to maximise on different ad types. You need to maximise on all ad types
if something is working. So you’ll be running videos, you’ll be running link clicks, you’ll be running what else? You’ll be running the square images,
the rectangle images. You’ll be running different videos with the black bars, etc. Ad types are a big one. Also the conversion type is another. It is another one. We always run a PPE next to the WC even though we’re spending a couple thousand dollars on WC everyday, we still run the PPE because PPE,
they’re profitable at some point. They get profitable and they get that
extra social proof even though the objective of the PPE was never to get
sales but for some reason it works. After so many days it starts converting on its own. I know. Look at me. “What?” Technically it’s supposed to be optimising for engages but it just converts. So when we do PPE we don’t even look at the ROI.
It works so we just run with it. So we run the PPE next to the WC. But if you’re running $15,000 a day on WC,
$100 PPE won’t really make a difference but in the beginning you want
that PPE running because of the social proof and then you get all that viral sales that, for some reason, you cannot track natively on Facebook because of how the pixel works. This is how we scale. These are all the types of scaling. Besides the manual bid,
everything can be done on autobid. So if you want to spend $10-, $15-, $20,000 on Facebook without doing manual bids? Yes, you can. Absolutely. Autobid still works, autobid is still amazing,
and low budges are kind of not the best thing to be doing right now but it does work,
manual weight comes after that. The manual bid is what takes things to the next level,
and before again, I always warn people about manual bid.
If you are not experienced with Facebook, don’t do manual bid.
That’s like someone who got his license yesterday and his first car is a Ferrari.
You’ll crush it in the other way. Alright, before scaling, and this is a big one for
e-commerce, please take note of this one because I have went through
each and every one of these hustle that I’m about to share with you.
Increase your threshold limit. You don’t want to be getting billed 17 times,
especially when your account is at $500 and you’re spending like $15,000 a day
your bank will be calling. Your bank will be calling, “Sir, you’re
playing too much Farmville.” and you’re like, “No, I’m spending money on ads.”
So this is a big one, increase your threshold. How many of you have a
Facebook rep? One, okay. Okay. Perfect. For you who don’t have a Facebook rep, what you do is go through the chat, when you go to the Facebook help
between 9:00 to 5:00 EST, I think you can go through the chat and you can ask for
for a threshold, or what you have to do is you hit your daily limit three times.
So it goes from 25, 50, 250, 750. At 750, when you hit it three times, you can increase your daily threshold.
It usually the daily threshold, so there is like the billing threshold and there is
the daily spend threshold. The billing threshold, when it’s at 750, it’s 5,000.
After 5,000, you cannot spend at all. At 5,000 it stops.
So that’s what you need to talk to them Tell them, “I’m planning on spending
more than that.” And then they will increase it usually to 10,000 or 15,000.
Next one is hold up your credit card and PayPal. Billing with Facebook, and this is
a big one with Facebook, is when they bill you and it doesn’t work, they kinda
screw up all your ads, for some reason. Especially if it takes like 4, 5, 6 hours
for you to load up your credit card if you are on vacation and you’re on the beach
and your ads are not paid and then you stop getting that notification from Shopify or Stripe, things get messy. Things get
messy so please load up your credit card and add a second payment method.
Have a second payment method in your account. That’s super, super, super important
because, how Facebook works is, they try the first one and then try the second one
then they go back to try the first one and then they end there, so you want that
second one to hit. Usually I have PayPal and a credit card. They do everything white hat so I’m not truly worried about the banning and all of that.
If you have are, have two credit cards but make sure you have a second payment account.
It’s super, super, super important to have that. Next, you want to start new accounts and
install your pixel for two reasons. One, the account bans. Two, scaling.
Scaling with other accounts is another big one. That’s the most, one of the
the advanced levels of scaling you want. How you install your pixel is,
so with Shopify, you can install if you are using apps, I think with Pixel
Perfect or Shopify, you can can install up to three pixels, if you’re using Google Tag
Manager, it’s a free player you can install as many as you want, but just
don’t go crazy because of the flow times. So how we do it is you install one pixel,
the main pixel of that main account, and then you install the other pixels
just to collect data, so when you go to the second account, basically, what you
are doing is you’re optimising for the first account pixel. Does that make sense for everyone?
Okay, let me do this. Who did not understand that?
Alright, that’s better. So you have one account, right? You start that, you install the pixel.
So now you have one pixel, one account. We’re good. Then you create like, account number 2345. Now, account 2345 will have
pixel 2, pixel 3, pixel 4, pixel 5, so what you do is you install these pixel from
2 to 5 into your website. Now, you are launching ads from account 2.
You’re optimising for pixel 1. You’re not optimising for pixel 2, so you share
that pixel from your business manager to all your ad accounts and you’re
optimising for pixel one. At least when you start, so you’re always optimising
for the same pixel. The other three or four pixels are there just to collect
data and then we share lookalike audiences and, you know, the custom
audiences, and because the custom audiences are dynamic, they are never the
same, so even though you have you go into a NetOne account and you
create purchasers for the last 180 days and then you go into
account 2, purchaser for the last 180 days then you create lookalike
audiences in both accounts like 1% US lookalike audience. They won’t be the
same lookalike audiences. Not a hundred. There will be like maybe 80% overlap but
it will not be the same. And then, it’s funny because you try 1%
lookalike in one account and 1% lookalike on the other account, even the
base audience is the same, they perform completely different, which is on
paper is supposed to be the same. So that’s not the case.
This is the best one. How many of you do their own customer
support? Yeah, please don’t do that. Especially when you’re scaling, you don’t
want to be replying to emails, chat support, and all of that, especially if you have my humor
when you’re replying to emails. We were selling a shaper
and they’re like, “Your shapers are not working.” I’m like, “How about salad?”
And we lost that customer. Don’t do that. I would forward that thing to someone who has
more patience and make sure your supplier can keep up. I have went through
horror stories myself and a couple of people that I know when the supplier
cannot keep up with the demand. So you’re scaling, everything is working but your
supplier has only, you know, it can produce only 200 pieces for some
particular reason, they can only do 200 pieces a day and we’re selling like a
thousand. So basically you’re screwed. So what you need to do is you need to talk
to your supplier, you need to tell them I’m planning on scaling and it’s
a teamwork. At the end of the day your supplier is your partner. Yes, you’re
paying them but they’re your backbone for this business, so if they cannot supply
you at the scale that you’re doing, you either find another supplier,
work with both, or you talk about it to them and you tell them, “I’m trying to
scale my business. This is what I’m trying to do.” So you know, you work
something out. That’s very important. Number 6, I think number 6 and 5
are the two most important things in this list because I made these mistakes
like gravely. Oh, there is seven. You can tell I practiced my presentation.
Any other particularities in your business people who do POD, people who
do different, every business is different so if you’re doing like
print-on-demand, I know people who have their own machines and then they try to
scale but the machine cannot keep up, I know people who who go into, not a
platform, but a “private supplier” That’s what they call them now.
And the private supplier can do like what 200 shirts a day, maybe,
and then they start selling a thousand but the private supplier goes, “Yeah, I
cannot hire someone.” And then you’re stuck. So that’s something you know, be
proactive about scaling you are not, you know, the 10x Grant Cardone thing?
It broke more businesses than anything else because everyone goes into scaling and
then they are not ready to scale and then what will happen is your customers get
mad and now with the Facebook post purchase feedback, things get
harder and harder because when Facebook goes into that feedback, you all aware
that there is a post purchase feedback, right? On Facebook. Who is not aware of that? You’re not aware of that. Okay, so what happens now, when people buy from your
Facebook ads, obviously Facebook knows who bought from you and then they
present them with a survey, “How was your experience? How is the product? How was
the shipping? Would you recommend this to someone else?” and then you get a score on
your page and if your score is lower than two, your CPM’s will increase, like
Facebook straight-up tells you, “Your ads will be reaching fewer people because
your page, the score is lower than the expectation.” or something along those
lines, so you need to make sure that all these seven points are on point before
you start scaling, because that will kind of slow your business if they are not
ready more than, you will do more harm to yourself than you are doing good. Alright. The multiplying, and this is
the ad account that I talked about. So fan pages and ad accounts.
Why are we pushing more fan pages? Because a single fan page can reach
one person on his or her newsfeed two to four times a day.
Two to four times a day on the newsfeed. So if I want to be on your face all day
long, I need more fan pages. So four from here,
four from fan page 2, four from page 3. Just don’t abuse because
people will hate you, but fan pages are a great way to scale and, also, what happens
is the ad score thing is at the page level. So if one page got a bad score, alright there is back up. And then also there is the engagement on the
page where you can create lookalike audiences, so different lookalike
audiences from page engagers So please don’t be lazy, and create new
fan pages. I know branding and all that and, you
know, building an audience and all that but doesn’t really matter.
So create different fan pages, ad accounts as I said, create multiple
ad accounts for two reasons. The bans and scaling. For some reason my ad
accounts whenever I reach like spending 15-20 grand a day on
them, they stopped performing. After 20 is like giving to that black
Facebook charity box. Here you go, here’s my money I’m getting nothing in return. Thank you, Zucks. I appreciate you changed my life and we multiplied with other
traffic sources. Google AdWords, AdRoll, and basically these two are retargeting.
Mainly that’s what we start with, so if you don’t know how to run traffic on
any other traffic source, just hire someone to install your pixel so you get
that retargeting audience from day one. just let let it load and then when you
will have time you will run ads. But day one, just install that pixel. It’s super
important to do that and when you start with retargeting then you expand. So you
are increasing your spending and that’s every media buyer’s dream. I want to spend
more. They open like sesame. What’s your wish? I want to spend more.
And then there is the expansion of your ads and then you start running cold
traffic on these traffic sources like if it’s working like let’s say you’re
running traffic on Google Shopping as a retargeting with Google AdWords, which is
the shopping part of it then you can convert cold traffic. Does that
make sense? If retargeting is working for one
traffic source, you can run cold traffic on that traffic source and chances are
it will be working. So when we test the new traffic source, we start with
retargeting from whatever traffic we have on the website,
and then we flip to cold traffic. We’re running cold traffic
and targeting cold traffic in there. Next we have the scaling outside the Facebook,
which is pretty much what I just talked about right now.
Email drops. Who here buys email drops? No one. One. You’re an an affiliate?
There you go. That’s what it comes from.
So email drops are like money. How it works is that our email brokers
or you’re in the great place to talk with emailers and to talk with people who own
lists. So basically you go to them or you go to any website that they sell another
product in your niche, or not even in your niche, but let’s say you are in the
dog niche. My favourite example. And you go to this, it’s like doing shout-outs
pretty much, and you go, “Hey, you have a dog email list. I’m selling this
dog product that you’re not selling. How about I pay you based on CPM or based on
number of clicks or based on CPA? And then you do an email drop from me?”
So he’s kind of your affiliate but not your affiliate because you’re paying
on the traffic, but some people will work on a CPA base, so that works great.
It’s like free money. You don’t do anything. You just give them the creative, you give
them the email, whatever they’re gonna write, and that’s it. You just collect.
And then you’re building your list on the back of someone else’s hard
work. Just don’t ask me to drop for you. Not happening. And then you have the affiliate traffic. Now, it’s a big thing, there are there are a couple networks
here who specialise in e-commerce offers and there is no reason why you shouldn’t
own your own offer. It’s hard work though. It’s not as easy as I make it sound.
It’s hard work but it’s possible. Throw in your own offer and then you have
all, how many affiliates here? Great. All the affiliates are like,
“We don’t want to do e-commerce because customer support and shipping and all
the headaches that Mo is talking about.” So these affiliates which, I love you
people. Thank you very much. They would love to drive traffic
based on CPA or what they do is they’re flipping money. They send you traffic,
they get paid, and you deal with the rest as a merchant, so affiliate traffic is
something very, very, very powerful. I still run traffic as an affiliate, you
know? You’re just flipping money. You’re spending 1,000 bucks a day, you’re
getting 2,000, and that’s all. It ends there. There’s nothing to think
about. No customer support, no shipping, None of that business stuff.
You’re just flipping money, and then you can be on the other side of the spectrum
where you are the merchants and you’re leveraging,
which I think leverage is the most powerful word in the business. Leverage.
You need to leverage everything, so in this case you need to leverage your
affiliates to kind of drive traffic for you and for
you to be able it’s a solid traffic source and it’s scalable.
More affiliates, more traffic sources, more accounts pushing your ads for you, and
then you have the influencers marketing. I think Greta talked about that, and Van
yesterday, so I won’t go into that in details, and other PPC networks. Google
comes first and then you have all the native ads and YouTube and whatnot. So
this is how we multiply or we scale outside of Facebook.
My two favourites are the first two, email drops and affiliate traffic because I
just like to pay and not do anything, the other in PPC networks is you need to
do the work, so are influencers, you’re talking to the influencers are
going through agencies, and all that but affiliate traffic, you put your offer in the
network and email drops. You need to learn what you’re doing, but it’s amazing.
Email drops is like quick money, you know, like one day you’re doing an email
drop and your curve on the charts will do like this. Okay. Oh, this is the fun part.
The copy enhancement. This is the copy that gets you 5-6% link clicks at the hour on average and this is what I did.
The disclaimer results are not typical, I’m a genius. So if you don’t get 5-6% CTR link don’t please come to me and say “Mo lied to us.” That’s what we get,
and this is how it looks like. So I was hesitant about showing this because I
know for a reason this is what all the ads will be looking like now. So how it
works is we start with the testimonial in the beginning with a five-star review.
If you don’t have a testimonial get one. I don’t know get your product.
So if you don’t have a testimonial, get the testimonials. Get testimonials, I don’t
care how you get testimonials. Get testimonials. I will leave it there.
Show it to someone who is interested, sell it to someone in the street, just to
get testimonials. And then we put five stars to them so tell them, “Is it five
stars?” They would say, “Yeah.” So five stars, who does the five-star testimonial?
Amazon. It works. So after the five-star testimonial, we do
the benefits. No one buys the features. No one buys the features. So for instance,
when I went to buy my MacBook Pro which is not my MacBook Pro, this one. This is
Jeff’s spare MacBook Pro. Where is Jeff? Good guy. He worked with me for four
hours to install this thing. So when you go to buy a MacBook Pro, usually what you
ask is I want to do video rendering, I want to build websites , I’m a
DJ whatever. You don’t go like, “I want 512 or eight gigs of RAM
and I want 250 hard drive and I want this.” Like I don’t even know what that is.
Or what I want is I have a video game, I want to play it. I want something that
powerful. So the benefit for me is I want to play my video game, and then he
figures out that. So the features are like “meh” to put in your video and your
copy, so focus on the benefits. Benefits is what sells and then your CTAs, and at
the bottom you have your ad creative and this is basically the structure of the
copy. This is the exact structure of how we do the Facebook ad copy, and it’s a
long-form copy. How to come up with with the benefits is an art in itself,
and now I’m going to sound super genius and smart, but really I’m not. So I read
that ad copy in less than 10 minutes and for that, we can thank all our godfather,
Clayton Makepeace, and copywriting. That’s where I learned how to write this,
and the three levels of benefits. So you have the feature which
is the product specification and then you have the smart marketers.
They do features so you can. That’s like the first thing. The functional benefit
is how the feature will help your customer. Feature so you can. You know,
eight gigs of ram so you can do video rendering. Then you have the
second level of benefit which is the dimensionalised benefit, is how the
feature will change or help the customer. Basically change his life or help them,
and that’s the dimensionalised benefit. Then you have the emotional benefit
which is the most amazing benefit. When you play on people’s emotions, you
can sell them whatever you want. That sounds evil, I know. But it works.
These are the three levels of the benefits. You need to put all three of them. You need
to work on all three of them, and I know it sounds complicated but all
you need to do is you open an Excel sheet, you do four columns, feature,
functional benefit, dimensionalised benefit, emotional benefit and you start
writing. 8 gigs of RAM. What’s the functional benefit? So you can render
videos. How will it change your or how will it help your
customer? They won’t get frustrated. What’s the emotional benefit? No
frustration, and stuff like that. So you keep on writing and, actually, what I’m
going to do is you take all of that and you take it into the Hemingway app and, here,
I’m supposed to give a subtle hint to Stuart in the back to take me to the website. Stuart, can you take me online, please? Thank you. There you go, he’s in back like,
“Oh my god, bloody Mo. He did that.” We’re going to the Hemingway app which I
don’t know how to type. I have to Google it. Here we are. So who is
using the Hemingway app? Who is not using the Hemingway app?
Keep your hands up, keep your hands up. Whoever writes copy, keep your hands up.
Whoever doesn’t write copy, bring your hands down. Yeah, those who don’t write copy
and you don’t use this, this is like This makes your life a lot easier than
it should be. This is beautiful. Let me show you how we use this.
What you want to do is you want to aim for like a fourth-grader writing style, you know.
It says grade zero there, you want like grade four. or grade three or grade five max.
You don’t want to sound smart with people as I’m doing right now, I hope.
So what I’m looking for is basically the glowing star which,
obviously, I’m live and I won’t find it today because my laptop is usually in
front of my face. Here it is. There we go and then what we’re gonna do
is we’re gonna give, let’s see, 1, 2, 3, 4, 5. What are we selling?
Someone give me a product. Let’s write copy. A t-shirt. You chose the hardest one. A t-shirt in what niche? In what? A beauty t-shirt. What’s a beauty t-shirt?
Ladies, help me. What’s a beauty t-shirt? The anti-theft backpack? That product has
been beaten to death, but I’m with you. Okay, so what’s your name? Pershant?
I’m gonna misspell it but you’re good with that. What would you say about that backpack? Here, this is what you say. I bought, all right.
Check this. I travel the world with it and I love it Pershant, this is what Pershant said. Where are you from? Where? Okay I only
know New Delhi so I’m gonna do that. That’s what Pershant said. Next one. Hello. Yes, the lady. Yes. What’s your name? Sorry? Kristen. Alright, so what would
you say about this? Do you know what the anti-theft is? Backpack.
No you don’t, it’s okay. Life changer. I love it. Can’t believe I didn’t have this before. How we do with the testimonials is usually as you do survey. Even you do them on Facebook if you want to do everything ethical.
If you don’t, I can’t say that can I? if you don’t, twist them to for
the objections but if you do, ask your questions to your customers or
to your prospects so they give you the survey in a way, guide them so you
know the objections with your product. That’s what you want to put in
the testimonials. For instance here, I will put fast shipping, amazing
customer support, that is non existent. You said your name is Cristal. With the y or with an i? It’s K, Krystal with a K. Whatever works. Where are you from? Philippines, Manila. Alright, Krystal. M, like Mohamed.
Like it. Okay. These are the two testimonials that we
start with. You can do three, just don’t abuse like don’t do 50 please. So two or three
testimonials, and then we do the benefit. What are we gonna say about that
backpack? What are the benefits? USB charger, alright.
Includes a USB charger. It’s a fast USB charger, it is not. I’m comparing it to five years
ago, it’s fast now. It includes a fast USB charger. You
don’t have to worry about being offline when you need it the most. That’s how you
turn to be a USB charger into a life saver. What else does it do? 100% safe? Never worry again
about losing your passport. What do you put in your backpack?
I only put my laptop and I hug it. I like the passport because it’s for traveler.
If you’re taking the traveler thing, put the passport. because that thing is expensive to get out and
it’s a lot of headaches especially in Canada. Sir, where did you lose it?
Well if I knew, I won’t be here. Never worry again about losing your passport
or your important documents or whatever. I’m just writing here as we go. Usually I spend a little bit more time, with the excel sheet and doing the features. And the three level of benefits, and use of emojis. Let’s see here, what we’re gonna put? My favorite both converting
emojis, here we go. I know it’s misplaced, but
whatever it works. And then we go cal- to-action,
order yours here today. It’s one link, so link.com. Then we repeat this again twice. I’m going to copy paste this for the sake of time. And then, another CTA here where we will go, order yours now. Usually the last two,
I put like some scarcity. Supplies are running out,
especially when you do POD. Supplies are running out,
order fast. And if you’re doing an offer, offer expiring soon, always. Offer expires, while
supplies last. There we go. For the title on your video,
you can either do the five stars again or you do my favorite, which is the trophy.
Where is the trophy? Anyhow there is a trophy
somewhere in here And whatever you do, save money.
Use this emojis, the money stuff. I can’t find my trophy,
oh here it is. This is the best one.
Every year, I change it. Best selling product in 2018. I change
it once a year, guess what I change. Boom. Done. That’s the copy. And this thing, as stupid as it sounds, it gets 5-6% CTR. This is how it works. This is exactly it. So please if you use it, put my name on it. When you’re selling on Second Amendment niche, don’t put my name on it. This is the copy. Did everyone get the
copy on how we write the copy? Okay let me repeat the question backwards,
anyone did not get how to write the copy? I don’t get it. No one is raising
his hand so I’m gonna go with the flow. Stewart, code three. Code three.
Put me back to the presentation. Thank you. Now we have the ad creatives. Like I said, you should be running both video ads because there is different inventory for each. Facebook apparently goes that way now. In the newsfeed they go, we need this number of
videos and this number of photos. So you want to maximize on both of them. And you have to be running both of them.
That is me, by the way, if you didn’t realize. When I was younger. A lot younger,
before the gray hair. For the photo ads, what we do is, you want to increase or
decrease your contrast so you pop out on the newsfeed. Watch my Instagram, you will
see me doing that a lot. Whoever is not following me
on Instagram it’s @alwayslistentomo. I don’t see any phones out.
I see how it is. Alright. And you want to brand your photos
because branding is a cool thing. So you want to put your logo
on the bottom corner of your photo. And people will subconsciously remember your brand. For some reason, that’s how it works. Psychology. Number three, do not, do not
use other people’s photo because you get one strike,
second strike, third strike, out. Facebook now is starting to ban when
people are reporting their images and Facebook and check who
used that image first. I used it first. I used it first.
Facebook would go, oh you’re banned. Ask me how I know. I got someone banned,
it was beautiful. For real, don’t use other people’s photo
because basically Facebook bans you. And it’s not ethical, you know, the good stuff.
But the real reason is Facebook will ban you. Four, benefits, the
feature type of photo. You can do before and after, but if you can
show your benefits or features in your photo or in your video, you can do that.
It works amazing, so please do that. Then we have the video ads, obviously.
Start with the feature so you benefit in the text, or voice. You know the BuzzFeed video feature? You can benefit you can do it on the text. It has this feature so,
you can do this. That’s how it works. and you can do that in the video, on the text layer over, and all that, or the video voice over. By the way, you know you can do
video voice overs for your video? Tell someone to record the video, record an audio, put it on top of your video. It works better than that music. Video thumbnails, test multiples
and the video thumbnails. What you can do is just watch Instagram. They put the red circles in places that you can’t imagine. They go like, “Oh my god, what is that?”
Then they click, and then they watch the video. So even you can retarget them
even they’re not interested. Also, you can do the blurry thumbnail.
The first thing that they see in the video is a blur. And they have to click to watch it.
Curiosity is a good thing. Never killed the cat,
it makes me money. The first three seconds of your
video is all what you got to capture their attention. So if you are into
that ego trip, where you do your logo and intro, for the first 30 seconds. Please don’t. Just go straight into business.
This is what I’m selling you. Hello. The first three seconds are super important. Thumbnail and the first three seconds.
Because people are busy, they can’t focus anymore. They watch it and then they leave.
Get to the first three seconds, after that they’re gone. You have only ten seconds to connect with them, relate to them, and make them say, “Yes, that’s me.” When you present them the problem,
or representing the solution to their problem, or whatever they want to buy. You want
to connect them on an emotional level They go, “Yes, that’s me.” That’s like
me every time I see a chocolate ad. Yes, I want to buy that.
That’s how it works. The video duration should be between 60 to 120 seconds. And this is something you need to test. 60 to 90 seconds works best for us especially later when you do retargeting. If someone watches 50 seconds of
your video, it’s pretty interesting or you have an interesting video stuff that
you shouldn’t be having there. One or the two. Between 60 to 120 seconds.
Make note of that. Shopify AOV hacks. The buy X, get Y. Shopify,
they they added this recently. You can now do it natively. You don’t
even need the the apps to to this. And it works amazing to
increase your AOV. By the way, I’m doing the whole AOV speech tomorrow at the ECML. Where is Eric, thank me I’m selling your event. Who’s coming to the ECML? Perfect. The rest who aren’t, please go to the stack booth and buy your tickets. I’m not getting Commission.
I wasn’t paid to say this. Bundles are are amazing.
You know how you create bundles, is you start selling normally, and then you go
to the most product that are sold together. Then you create them as a bundle, you give a discount, and you just watch the money roll in. In a simple way. There is a lot of analytical between
that I’m not gonna tell you about, but that’s how bundles work. Quantity breakdown on Shopify. They
work. On funnels, they work better But on Shopify what you can do is,
what’s the name of that app? There is the bulk quantity break and then there is another app that I can’t remember the name right now because I skipped my coffee. But I
will tell you about it later if you ask me The quantity breakdown.
The idea is, you want to do the quality breakdown and highlight, and
that’s the important part. Play with the CSS to highlight the
one that makes you most money, and then hijack the price of one. So if they
buy one at 20, they can buy three at 30. The free shipping and
free gift threshold. This is the most amazing thing that you can do on Shopify to increase your AOV. We will give you free shipping on all orders over $60 or $70, or $100. Depends on how it works on your store. Or better than the free shipping is a free gift. You show them what the gift is,
and it has a high perceived value but in reality, you’re paying
two bucks for it. It’s all about the perceived value. Dropshippers will relate. So if you buy a t-shirt from us you’ll get a tote bag that cost me $5, but I am retailing it in my store for $60. You’re getting a $60 gift if you
order $50 today in our store. That’s a no brainer for most people and then they will start ordering the $50 in order to get the gift. Cross selling. Another one that, even now, you can
play with your theme to do as Amazon does. Most sold together.
People who bought this, also bought. You can do all of that in your
theme with custom coding. Upselling. The one click upsell.
I don’t like to do a pre purchase upsell. People go through the flow, they
buy, I don’t want to bother them. Please put your credit card in, let me
make my money and then I will upsell you. Post purchase apps are something truly amazing.
And you can do it in three ways in Shopify by either using OneClickUpsell by using Zipify from Ezra Firestone or CartHook. Or you can use Bold, Upsell, or Cashier, do they call it?
That’s a new app that came to the market. So one of three. My favorite is OCU by far because it’s the cheapest and
it does what it’s supposed to do. Combine that with pages and you
can do amazing funnels on Shopify. Email bumps are when they buy from you,
and the first email you sell them again. Right on the spot. You know you can modify your
transactions email on Shopify, right? You go to the settings, the order confirmation. You can put an offer in there. These emails inbox
100% because they are transactional emails. So that solve you the inboxing problem. In partnership between AWA, Affiliate World Conference and Shopify, you guys can start your Shopify store with, that’s the link.
It’s shopify.com/affiliateworld. That gives you a 30 days extended trial.
Make use of that trial because they’re lucky. Where is my affiliate manager? Hello. And we are done with the presentation. And I’m supposed to be thanking you,
so thank you for that. Thank you for being here today.

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