Welcome to Let's run Facebook ads with me, Nick Boddington. This podcast is your go to for mastering Facebook ads. But as you know, success doesn't stop at the ad itself. We'll dive into everything from funnels and e-commerce to email marketing, lead generation and more. If you're ready to take your skills to the next level, check out my new school platform@school.com. The Ads clinic. Inside you'll find how to videos and live dropping clinicals where you can ask your Facebook questions and get the answers you need to grow your business. And lastly, if you enjoy the podcast, it would mean the world to me if you would subscribe to the channel. It's the best way to help the podcast grow and keep bringing you valuable content every week. Let's get on with the podcast. Hello. Welcome back to another episode of Let's Run. Facebook has a podcast. Today I want to be talking about, the objective, but not so much the objective, the funnel, but it is the objective because it starts off with the objective to lead into the funnel. And I'm going to give you two examples, but I want you to think about with your funnel, now, this isn't going to this podcast is not going to help every single person listening, but it's going to help some of you, and it's not going to be really, really long. So I just want you to give it a listen and it will just get things in your brain thinking about what you might need to do or have a look at. So first example is a client call that I had this morning actually came on to the at clinic. Review call is being found if you listen to the podcast and he sells a course of meal replacement supplements. Programmatic I think it's called pragmatic and apologies and apologies for forgetting, but it was one of those names I just sort of slipped my mind. But he's basically he's got some amazing agents. Is King Kong is a massive agency in Australia where he's based. The guy who runs the CEO of that company is actually on Australia's new version of Shark Tank. So successful guy, but he had an awful experience and I think is author experience came from the fact that the account manager didn't we know he didn't really speak to the team very much, and they just came back three months later after probably spending thousands said can't get it work. So I was like, so he's come to us. He's come to us with you. Help fix people's ads. Can you try and help fix this? Hey, while I've got you, I just wanted to ask. Would you like me to go into your ads manager and actually see what's working? Because I bet your ads aren't broken and I bet we can fix something. There's a reason our top clients stop guessing and start scaling. So if you've got campaigns that are burning cash, or you're having trouble barely even breaking even on them, let's have a look and let's see what we can fix. 100% no fluff, no sales pitch, just a pro-level ad review. So book your 30 minute free Facebook ad review session and walk away with some instant wins. Go to the Ads Clinic icon and book your call today. Do it now before you forget, but make sure you come back to listen to the rest of the podcast. Enjoy! He's actually a company that's actually selling in shops. They've got it like 100 shops across Australia. And it's it's a meal plan. So it's not like who we have in the UK where you buy your protein shake. And I was using it, you replace your breakfast and you have this protein shake instead. It's more like, it's more like weightwatchers. And you go on a call 1 to 1 with some once a month and actually have a call with them and sit down. So here we go. But what he's doing, he's got his adverts driving traffic to his Shopify site, to the product page where it's got some details about what it is, and you buy and you pay £199 for your starter kit. But I think where he's missing the boat is he's trying to have it as an ecom funnel, but someone doesn't know what it is. They're not just buying a protein shake mixture you know they're going to buy for, because that usually, explains Andy, just it's a whole thing. It's a call, of course, and he calls it like the 3 to 1. And it's like you start with, you know, you're getting to the goal. So I was like, you know what? I think I'm missing a trick here. I think you've I think you've built this wrong. I think you're thinking a bit wrong. You think of it as an ecom. I think you need to be think is legion. That's where I go with the thing. I think he actually needs to use his objectives in ads manager to not go from sales strategy objective to go to Legion, that Legion ad, you could use the same ads, talk about the same sort of things. It's taken into a landing page which then has a has a sales video where he could talk for minutes going, hey, welcome to our Product Up sales page. This is what we do. You're going to buy a starter kit. In that starter kit. You're going to have a couple of shows a couple of suits, a couple of oatmeal. And then you're going to stick to our calorie counter. And we're going to explain to do it. And then once every month you're going to go on a 1 to 1 call with one of the consultants to keep you where you should be on the right track to get to where you need to go. And he was like, yeah, that's it. I said, well, I don't know if that's it. I'm not like, I can't, I can get some pretty good results. I don't have a miracle worker, but it sounds more, like the legit funnel that he would need to get people to go to where they need to go. Yeah, it's more like a learn more than lookup by now. Yeah, they need to be nurtured and things of that 199 as long. Yeah. It's not like I'm not like an impulse bum. Yeah. Yeah. Like I'll be looking for need protein powder and online. And I've been going through these functional medicine tests and stuff like that. I'm in that world, so I need to find something that hasn't got crap in it. And I have found a couple. I stumble, and yet I'm still doing my due diligence of what they are and the price points and stuff. So these aren't quick decisions and his definitely isn't a quick decision. So that's one example where we've gone from sales ecom. People are just going to go to my product and buy it. They're not doing it to okay, maybe this is now lead gen to get people in to come into it and then it's going to it's going to change it. If ways I even said maybe sets up a school. So you create the community of people because I said how many people might say, oh, we've got hundreds of people on it. So what about if you got them all into community? So they all have their one on one calls, but they're not in a community. If you get them onto a community, they can relate 1 to 1 cause, but then you're also having a conversation that shared the winds. That becomes your funnel Hills like get it? They can do like the selling for you. Then they can advocate it. And this isn't a startup company going in six years. You know they do some decent revenue. They just can't crack online. Yeah. And I think they're just going in for the wrong thing. That's example one. Example two is sorry, who is a new, a new, member of our school? She's not you're not paying for any consultancy or anything like that. She's come on to my dropping clinic on a Thursday. Shout out dropping clinic Thursday, 4 p.m. 430, UK time. Come on. Depending on how many people turn up on that hour, we can have a look at your ads and we can give some advice. I can give you some advice on what's going on. So she makes and sells candles, wholesalers them, but she's trying to sell them online and she's been sending people to this to her candles and she's just not getting people buying them. And I said, well, you need to smell a candle before you can do it. So she was like, well, I have these sort of smell kits. And I said, well, aren't you leading with the smell kits? So then someone could get and she's like, well, no one's going to buy one. Well, okay. So why don't you do forget about trying to sell a candle. Why don't you look at doing the smell kit, which I actually thought was like little bottles. It's not. It's cos you get an envelope with a branding on it, and then that envelope to have all the different smells. Yeah. Scents labeled on the cards. And you can smell which ones you like. So I said, why don't you do like three free scent pouch cards. Just cover the delivery. And her delivery was like 350 and I was, oh, I know. So it would be Spencer, but I think she brought it down to like the 1.50 pound mark. And so your ads are going to change now you're going to do three creatives. So that we never rely on one creative. We always do like three creatives at least just to test something else and better. My friend was listening going oh I spend a thousand a day and we lose loads. Great. Yeah I'm talking about small businesses who are trying to crack on, who don't have loads of money to spend because I try and test this out, get three different trades, might have two statics and a video, two videos, whatever, just little mix up and build that as flexible and dynamic, creative or flexible. Pretty much the same thing. But your ad account might say flexible, flexible ad. And I've said to her, get people to go to your landing page, which is still on Shopify site, and then they get the free pouch and they just pay 1.50 pound delivery. She's ecstatic. She literally three days later said, we started to get people coming in. Now it's too early this stage to know all of the people getting the send, so if that they also get a voucher in there saying, get 10%, 10 pounds off your first candle, with a minimum spend of 40 pounds, I think. I think the candle is 35. So get that. And then there's an email sequence which obviously she needs to work on and get better and better, but then she'll know that, okay, I can get someone to buy the 1.50 pound product for, let's say it costs a 2.50 pounds to get on to buy it. She's going to get a little bit at cost, taken off by because she's charging for the delivery, because the psychology of it is that people think they're getting something for free and they're like, well, when you got a paid delivery, it's good. He's out now, though, this more slightly different experiment because they're not getting a product and paying for delivery. They're getting some sense which essentially once they've smelt them they're going in the bin. But at least they're not going to get a candle that works for them. So she's gone even though she's still in Shopify, she's gone slightly away from the eco of just getting them to go and buy it. She's getting them in, acquiring a potential, a customer, getting their name, address and email address that now in the email, sequences. And then it's seeing what conversions and where they start converting. Yeah. The company there's a company called Fern with two F's for earn, which I'd never heard of. My girlfriend's into like candles and scents and stuff, and they're like this sort of exclusive thing where they send things out once every quarter, once every quarter of the year, and it will be like a spring scent, but they've got like a wait list of, like, people. So she feels like she can't leave because then she'll have to join the waitlist again. But they have a thing where they say, wait, where's the waitlist? Waitlist before it just means like only a certain amount of people can be on subscribe to them at any one time. A thing like a fear of missing out. Oh really? Yeah. But they send you, like, the perfume thing, and then it's like you get a little sample bit, you smell it, and their whole thing is like, if you don't like this scent, you can send it back and get your money back, basically. But their banking on the fact that obviously when you get it and you get all the nice packaging, you then get all that, but it's not, it's like £80 a pop. That was interesting. So they're probably not to they're probably looking at the whole sales funnel. Another guy. We're not going to look at that. They're not just going for candle sales. Yeah. Bringing him a different way of scarcity I was actually watching something about school last night. So obviously guys you might listening very much school if you're not go to school.com forward slash. Yeah. Clinic or go to school and look for a search that's going to join for free. It's all being changed at the moment. Little bit of things. By the end of this month it's going to be updated. It can be a paid area, but all going to be a load of free stuff. On how to build your ads and all the techniques to do it, which is all free. So I'm enjoying that, but I hope that helps. It just gives you an idea of don't be think. Sometimes you need to think outside the box. And just thing is that the right acquisition strategy don't always just go straight for the sale. Exactly, exactly. So have the house and see you in the next one. Thank you for joining us again today. If you want to find out more, please head over to our socials at Let's Run Social, where we share daily content. And please feel free to drop us a message. We'd love to hear from you and any questions that you would like answered. We can do that here on the podcast.