Optimal Meta Ads Setup: L1, L2, & L3 Approach Part 2

[00:00:00] what's funny is this model works so damn well it's kind of like it kind of pisses me off necessarily capturing demand but being able to kind of generate people who are interested in the products that we have for sale so the way that this works and I'll just use a throne for example is level one is pure prospecting they are having the website visitors the purchasers the page engagers and the ad engagers all excluded and this is targeting things like lookalike audiences um even Advantage Plus interests you know work find kind of really direct response High CPM type of uh audiences and then using a no cost cap no bid cap max conversion modeling for optimizing for sales and maximum volume of sales the next one is the engagement campaign what this does is it actually has the all of the same exclusions as the L1 the difference is it is targeting people who are engaging with L1 ads typically it has to be video because we

[00:01:13] do a percentile so for example the oops the engagement for throne you'll see that the audience still purchasers and site visitors excluded but people that have watched 25% of the l1s and we have them on a 30day day um subscription to that audience because after 30 days these people are just dead and gone so it's a $4,000 hammock so it takes a little while um but you'll see that each one of these things when we have created them were hand selected with the videos that were running in L1 and then it's sales cycle based on aov $44,000 product 30 days $300 product 12 days so then the L3 is your remarketing that is going after two separate audience es um your adoc carts and your site visitors but still with your purchasers excluded and this on a high aov 30 days on a low aov is 12 so our sales cycle is about 12 to 30 days depending upon if it's 300 or 3,000 it's going to be about I would say 12 is fine we can love

[00:02:17] on these people for 12 12 days and then we're you know dead and the gone dead and gone now the reason why this sort of works here is you'll see on a weekly basis when you not attribution models uh let me do the frequency starts to go up based on how much they are being uh based on how they're being engaged so you have um the L3 marketing I pulled down a whole lot because we end up going into a time period where the market was crashing and people didn't really want to buy a $4,000 hammock so we just kind of like we we held off a little bit but typically before this kind of pullback if you look at this is a month period yes sobody you'll see like it's 2723 like it's insanely High um but these are selling Thrones that are you know $4,000 I'm okay with a 377 even though they're like half half notot and then you have U the Vista that has like a 1.7 a four and a 13 is a $400 product and then you have your L1 two and three

[00:03:20] of hammock which is two two and seven fairly low $199 product we're not going to try to blast these they're going to be more impulse buys so they can afford a shorter time period now when we look at the difference though if I just take like the last 30 days as an example and you customize this by compar about attribution modeling your attribution modeling in apppp will be able to kind of identify a systematized pattern which is going to be in my l1s I should have fairly close uh results to 28 day click so 13 clicks 16 that's direct response my engagement is going to have 21 and 10 I'm going to have many more people that continually see that product and going by and then the same thing when you get up to hammock 31 but then 15 so this is more like direct response needs a little B more love and then beam to death and that's where you're going to get many more view conversions rather than 28 day

[00:04:11] click conversions because your l1s are pretty much going to be where everyone starts same thing kind of right here is you know 8873 then you got 57 49 and they have 36 27 so the further you go out the more engage view the reason why this is important is not because this one's doing better than that one it's not doing twice as good you'll be able to see that the um oop sorry let do this here the 16 I don't know why it's like glitchy each time to hover over it you see where this one here says let do it this way out of these three obviously that one's not doing better than or this one's not doing better than that one because it has 31 and 16 it's not doing twice as good the way that we did this here is this has um the cost is 7,00 6,000 then 4,000 so you get twice as many conversions obviously going up the funnel or going down the funnel I guess you would say um you get twice as many conversions at the last

[00:05:08] step because you're generating them from here so you always want to have your L1 more than your L2 more than your L3 L1 more than the L2 more than the L3 or depending upon how much you need to love on them we needed on a throne for $4,000 hammock I need just as much engagement to get them to click as I did remarketing so they're all gonna be unique but that's the structure you're starting with generating cold traffic you love on them more to get the click and then you love them more to get the sale um we started this on the 13th um and it has been working pretty good so just get this over here since the 13th hammock so tomorrow will be a whole month which is cool so it's gone up to good we can spend a whole lot less we're engaging a lot more cold traffic that quality versus kind of junkie and now we're we're looking good back up 80% in Med efficiency ratio um so it's good it was able to kind of make

[00:06:12] a make a good good Sway in the right uh right direction because of it any questions on those and John sorry just a quick question are you running different creative for each like L1 versus L3 L1 is going to be more introductory short sizzly fast kind of you know capture the capture the the or stop the scroll capture the person's attention L2 now that you have their attention you can now beat them up with twice as many frequency about here's everything that this is uh then the reasons why you should buy it so unique value proposition you selling proposition different features different you know you can even kind of you know throw in some ugc about how much they love this product and that kind of stuff so you get to sell a little bit more you you know it's almost like L1 is like last water bottle you'll ever need in your life like okay what do you mean it's like well it's got this cool pop top it also locks it you know bring it

[00:07:04] to the gym it's got this handle it's got this little bottom it doesn't break it stays C you do all that kind of selling of the product essentially and then after they leave which is remarketing they pick up the water bottle they kind of think about and they leave like that's where you remarket it's like we're having a sale like GNA be you know running out of stock soon like you know new products going be coming so you're basically doing all your remarketing and that's a that's an amalgamation of anything that delivers scarcity and sense of urgency but but that's where you layer in all your plas for your Dynamic and are you running any Stills or is it just all video all video okay okay yeah the Stills have been turned into video okay got it so the reason why I like videos because you get to engage engagement then move to the next step seeing that is great but watching 25% of a two-minute video is excellent for

[00:07:52] intent um John quick question so in this particular ad account we were spending more on remarketing right but I think in M products are like this is spending uh twice as much on prospecting than remarketing L1 is prospecting that always spends the most L2 engagement spends the second most L3 is remarking that spends the least got it yep yeah in that case we can replicate the same for I think the main product which we are marketing is allinone infuser which stays out of stock mostly so do you think it's the right time to implement this strategy no right now it they were restocked it's just not consistent that's the problem so then we might run into performance issue again oh absolutely yeah yeah we need to have Paul tell us when they're coming out of stock what's funny is this model works so damn well it's kind of like it kind of pisses me off um because like this is my little company here the we're doing this for

[00:09:00] and like we have a uh like ours is going in the opposite direction because we're finding out that these things are just they people py them so fast because they're like a $10 item that we're like oh we're way over spending on L L2 and L3 but you can deliver like a massive amount of uh we actually paused our L2 and killed our L1 then we reduced our L3 and then L2 and L1 went down like attribution is kind of stupid because when you actually get into the um when you kind of get into the backend details you find that L2 even though it's excluding website traffic is still like 75% warm and then the L1 that's supposed to be pure cold is only 50% cold so like I've been learning through like Wicked and nor beam how warm and how tra how cold that traffic is and it's heavily dependent upon what PLA and how much ad copy that you do actually have but we actually like sell like a hundred of these things

[00:09:56] a month um which is not not too bad for you know beef cheeks this thing has a NeverEnding glitch by the way I don't know why this thing is just always like showing that it sucks for you but it was like we had one ad basically doing the majority of this thing um like it's not it's not difficult like you don't need need a immense amount of amazing creative this thing was actually just a we paid 20 bucks on Billow for this thing um it's just this influencer that basically shows our product off and then throws it to her dog who loves it and he just runs around and plays with it and that kind of stuff but this thing you know now it's now our bestselling campaign globally with a 70% profit margin in our company and so it actually can really you know it it doesn't take a lot of creative it just takes consistency with the structure and that actually really helps kind of move the needle um we look at like last 30 days

[00:10:46] compared to last year we're you know 20% up still um and this is like when you look at year-over-year we just kept this thing growing like it's just it's growing 60% a year right now it's insane um and we've been doing this since February so it's had a really good ramp up um you don't need a lot of creative it just it it's a difference between oh I just can't make a make the needle move in meta where it's like you're running on maybe Vantage plus you got like everything kind of amalgam amazed in one and it's also getting other traffic and that kind of stuff it just Snipes all the fast quick cost caps it's like it's like performance Mex so this one is like can I generate demand can I actually go after newer cold audiences that never heard about this product and then convince them to buy same way you would if you're sitting at a trade show yeah that makes perfect sense what we're doing with that brand right now is it's

[00:11:33] and with a ton of accounts that I'm running is just almost I'm I'm 90% re um top of funnel traffic now with really heavy exclusions across the board because people just don't have that that secondary piece of content with the the call to action the unique selling points and all of that that's the tough content that I'm finding people don't know how to generate or don't have on hand so right now now on multi- channel clients what we're primarily doing is top a funnel almost 90% on Facebook and letting letting Google do the majority of the retargeting yeah yeah I think the um it's funny I've been doing it like a different way I've been pushing super heavy on on Google and then pushing as fast as I can on meta but then having my l3s just scoop up everything which is why the l3s have like twice as many sales as the L1 because I'm generating demand so is Google but you know is amazing for your marketing way better

[00:12:30] than Google um so it's like if you have the ad copy oh rather than just having one channel complement the other you're gonna have two push and then the best one scoop of everything okay that's a good idea especially when we running like we don't really give a about inapp so we just like hit the gas and everything like direct responsive inbound standard shopping inbound search and then you can even run manual because you can even go upper funnel with lower cpcs because now you have your your actual converting tool over on um and the one of the reasons why people that they they try to take my strategy and and skew it a bit um like online what the people were doing was like they took my idea of like the manual CPC it wasn't necessarily to like lower bids all what all the way down to the bottom I just felt that it can drop my CPC down to a point where then I start to lose the first position and I would stop

[00:13:21] there and go back up a little bit and then the whole point was it not being limited by by by bid strategy so you keep the same position however you get the other incremental Impressions so things that are like you know the 80% of the people who are not ready to buy also will click on your ads that's why all of a sudden your clicks just start to be maxed out but your sales didn't start maxing out immediately but if you have good remarketing at meta I can now start a whole bunch of newer cheaper people who are maybe upper funnel that are not ready to buy as my Taz just scooping up lb it at a point of you know no scalability but those people that are coming in that are first click that are more middle funnel even more top of the funnel but are still doing Direct response inbound searches to me or a company like mine now gets just loved on by meta 22 times a month so now that channel becomes viable again measured

[00:14:07] myrror um so kind of it works well interesting cool I feel like there's a ton of clients that we can start implementing this on I'm already my brain's already running with it yeah it's fantastic it's it's great the thing it works so well um yeah it's fun going do you give a relationship advice John I do the woman is always right next that's true after married 15 years I just you learn that the hard way yeah I don't disagree at all Financial constraints that they were having and wanted to review everything and start fresh with their meta ads but anyways we're were rebuilding their platform and I'm doing it in a very similar way to what I was doing for this brand and what that looks like is I'll start with the top of funn all