Media Buyers Manual - Episode 4 Recap

Wow, I really enjoyed having Matt on the podcast, he brings real joy and enthusiasm you can feel when talking about Facebook Ads.
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Matt has been in the Digital Marketing space for 4 years, and lives in the Bay Area.
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He’s got a real knack for scaling people from NOTHING to a tangible $5k-20k / month in ad spend - profitably. After only 6-8 months experience…

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That’s why Matt is our guest for episode 4!

Episode 4 Contains:
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Scaling a Client from $200 / month to $2000 / month – The Barebones
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Matt was given $200 for Black Friday last year, and got 5x ROI for his client. Which he’s now scaled profitably to spending over $2,000 / month!
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He really knows how to help local businesses maximize ROAS! He uses a specific structure to do this…
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The Consolidated Ad Structure

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This is the methodology Matt employs for smaller accounts/clients that he needs to scale from virtually nothing to $5-20k / month!

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What is it?

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Within a CBO (campaign budget optimization), you put prospecting and retargeting in the same campaign.

This lets Facebooks’ algorithm maximize ad spend to the best-performing ad sets.
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Which, for smaller businesses, is vital that every $$ is optimized.
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Advertising based on SKU’s in CBO’s

Your Product Catalog is in - you can advertise your products using CBO’s.
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Use: A) Similar Sized Audiences (EX. 1.2m & 1.1m size) B) Advertising the SAME SKU’s in a CBO
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This allows you to maximize the algorithm for 1 product within your campaign instead of multiple.
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Simplify the data you feed Facebook (reminds me of Ep. 2 with David Herrmann).

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​Cost Caps 101
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Ever noticed when you use cost caps on Facebook and you don’t get impressions?
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This can be due to your audience lacking engagement on your ad, and/or landing page.
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Don’t raise cost caps from your target CPA because you’ve got minimal impressions - adjust creative in a bigger way than just background colour.
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If you still aren’t seeing any spend, increase your cost cap with the original creative and iterate from there.
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The Inception of Learning: WHO & HOW did Matt learn about Facebook Ads?

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Twitter, Podcasts, YouTube.

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Gordon, one of the rotating co-hosts (who you’ll learn A LOT more about next week), drops absolute gold…
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Learn by spending your own money.

You can learn by running your own ads on your own dime.
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How can you drive traffic to an offer, in which you solve the traffic/users 1 problem?
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1. You make a lead magnet (ebook, pdf checklist or newsletter)
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2. Set up a landing page on ConvertKit
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3. Design your Landing Page (simplicity)
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4. Traffic via FB Ads to Landing Page (Use UTM parameters)
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5. Have people download your eBook or Opt-In to Newsletter
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6. Learn Direct Response Copywriting
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7. Ad Creative Design
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8. Angles / Hooks for Copywriting
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It’s a surefire way to figure out how to run ads on your own dime and build an audience around something you might enjoy!
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The Mindset of Media Buying – Separate Yourself from Outcomes
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You are not the result of your work.
No matter how good or bad it may be.
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You can be the King of DTC one day and a DTC Disaster the next if you let your emotions and results control how you operate.
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Surrender yourself to the outcome, I’ve learned this in Zen Golf: Mastering the Mental Game… it is so applicable to not only Media Buying, but life…
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Surrendering the outcome, I find helps give me a boost in creativity as well…
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You are a human being, ride the tide of wins and losses - but don’t let it define you.
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Setting Expectations & The Asshole Tax
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Yup, you’ve got to set and manage client expectations.
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If you take credit for the massive wins, you’ve got to take credit and hone up to the pitiful losses as well.
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I take these on the chin myself, I hate losing.

Especially now, in COVID-19 times, clients experience massive swings in performance… just relay to your clients its a volatile time.
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But, you’ve got to keep agile to the swings… mitigating losses and maximizing wins.
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If a Potential Client is being a real pain, hit ‘em with the asshole tax.
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Your time is valuable and you don’t want to waste it on someone who will annoy you… but if they pay you a $10k-50k retainer, I’m sure you’ll happily take their shit.
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All in all, feel free to always say no to assholes.
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~ Fin ~
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Why do they say ‘fin’ and not ‘finish’ at the end of some films …

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