1 00:00:02,280 --> 00:00:04,890 Robert Plank: Welcome back to the marketer of the day podcast. 2 00:00:04,890 --> 00:00:08,250 We're here with Jody Millward and Jody is going to introduce 3 00:00:08,250 --> 00:00:12,660 us to the exciting, fast paced, breakneck world of Facebook ads. 4 00:00:12,720 --> 00:00:16,290 Jody is an accidental entrepreneur, she has a really 5 00:00:16,290 --> 00:00:19,500 exciting story to share with us. She's been on a whole 6 00:00:19,500 --> 00:00:23,130 entrepreneurial roller coaster of a journey. Jody, glad to be 7 00:00:23,130 --> 00:00:23,820 talking to you. 8 00:00:24,480 --> 00:00:26,790 Unknown: Hey, thanks, Robin. I am so excited to be here. And 9 00:00:26,790 --> 00:00:28,650 I'm always up for talking Facebook ads. 10 00:00:29,129 --> 00:00:32,489 Robert Plank: Super awesome. And so I'm excited to talk to you 11 00:00:32,489 --> 00:00:34,709 about Facebook ads in a couple of minutes. But first, I want to 12 00:00:34,709 --> 00:00:37,469 know about you and what you're all about what makes you 13 00:00:37,469 --> 00:00:39,899 special. So who the heck is Jodi Millward? 14 00:00:40,560 --> 00:00:43,770 Unknown: Well, firstly, I would think that jeez, I'm nobody 15 00:00:43,770 --> 00:00:48,390 special, right? I'm just the average ordinary, sort of, well, 16 00:00:48,420 --> 00:00:51,090 for me, and my example, and for my ideal clients, that they're 17 00:00:51,090 --> 00:00:55,800 all the same. We're just your everyday sort of women, mothers, 18 00:00:55,980 --> 00:01:00,630 working wives working from home, whatever it is. And for me, I 19 00:01:00,630 --> 00:01:05,190 just suddenly just had a fire that LED inside me to say, Okay, 20 00:01:05,640 --> 00:01:07,920 there's something more, there's something more than just the 21 00:01:07,920 --> 00:01:10,440 nine to five. And this is what I see in all the people that I 22 00:01:10,440 --> 00:01:13,650 work with, as well. So I just started that journey and just 23 00:01:13,650 --> 00:01:16,890 learned, and I went, Okay, what is there then. And so I looked 24 00:01:16,890 --> 00:01:21,750 at these opportunities. I what I call an accidental entrepreneur, 25 00:01:21,750 --> 00:01:25,230 I just sort of fell into it. When I started off my first 26 00:01:25,230 --> 00:01:28,080 business, a friend said, Oh, that's very entrepreneurial of 27 00:01:28,080 --> 00:01:31,620 you. And it was like, Well, what even is that word? So that's the 28 00:01:31,620 --> 00:01:33,840 first time I've ever even heard and there was, I was an 29 00:01:33,840 --> 00:01:38,370 entrepreneur. So just looking for opportunities, and just 30 00:01:38,400 --> 00:01:42,450 doing consistent action. And day after day, all that hard stuff, 31 00:01:42,450 --> 00:01:46,050 and it just all adds up. And it gets you ideally, as long as you 32 00:01:46,050 --> 00:01:49,500 don't give up to a place where you look back and go, Well, 33 00:01:49,500 --> 00:01:52,470 where are they come from? So I've come from being a 34 00:01:52,470 --> 00:01:55,080 receptionist at Queensland Health, you know, health 35 00:01:55,080 --> 00:01:59,970 department, doing the usual nine to five, as we're taught in 36 00:01:59,970 --> 00:02:04,200 school, we grow up and that's what we aspire to, to becoming 37 00:02:04,200 --> 00:02:08,010 like a female business owner that's had to seven figure 38 00:02:08,010 --> 00:02:13,080 businesses. So you know, when I look at it, and what I do every 39 00:02:13,080 --> 00:02:16,470 day, and who I am, I don't think that I'm anybody special. But 40 00:02:16,470 --> 00:02:19,890 then yeah, when you step back, you go, wow, look, look, look 41 00:02:19,890 --> 00:02:22,530 what I've been able to do. And it's just been by consistent 42 00:02:22,530 --> 00:02:25,620 action. And that, and that's one of the reasons why I love 43 00:02:25,620 --> 00:02:29,610 Facebook so much, is because it's just opened the 44 00:02:29,880 --> 00:02:34,080 opportunities up for us, for people like me to just suddenly 45 00:02:34,260 --> 00:02:37,890 go, right, I'm not happy with this status quo. What can I do 46 00:02:37,890 --> 00:02:43,290 instead? What skill can I learn, that's super valuable. And, and 47 00:02:43,290 --> 00:02:47,010 these opportunities are here for, you know, this lifestyle 48 00:02:47,040 --> 00:02:50,190 that you once thought may never even be achievable? Well, 49 00:02:50,190 --> 00:02:51,870 Robert Plank: there's a lot to think about what you said there 50 00:02:51,870 --> 00:02:56,940 as far as doing some of those entrepreneurial tasks, because 51 00:02:56,940 --> 00:03:00,450 it's really easy to just be satisfied with your life. And 52 00:03:00,450 --> 00:03:03,600 it's really easy to just settle in and say, I'll clock in, put 53 00:03:03,600 --> 00:03:06,450 in my hours, click my paycheck, but what's the fun in that, 54 00:03:06,450 --> 00:03:09,540 right, there's no adventure. And so what you're saying here, and 55 00:03:09,540 --> 00:03:12,840 what's going through my head is you're saying so show up, be 56 00:03:12,840 --> 00:03:17,370 consistent, perform the the money making tasks that you 57 00:03:17,370 --> 00:03:21,090 know, need to be done, realize that there may be some amount of 58 00:03:21,090 --> 00:03:26,670 lag time it might take six 912 24 months to keep on working 59 00:03:26,670 --> 00:03:29,160 at it. And there might be a little bit of an adjustment 60 00:03:29,160 --> 00:03:32,370 period and seeing well these these activities are working 61 00:03:32,370 --> 00:03:35,940 these aren't. These activities are maybe making me a little bit 62 00:03:35,940 --> 00:03:39,120 of money, but these are making me more money. And but then when 63 00:03:39,120 --> 00:03:42,480 in general you're saying show up, be consistent. And something 64 00:03:42,480 --> 00:03:45,390 that's been on my mind lately, God is just like the difference 65 00:03:45,390 --> 00:03:49,500 between working slowly versus dropping the ball, right? 66 00:03:49,500 --> 00:03:51,720 Because like a project might take you like three months to 67 00:03:51,720 --> 00:03:54,630 get finished. And that's okay if you're working on an everyday 68 00:03:54,630 --> 00:03:57,300 and slowly and like it's always in your brain. But there's a 69 00:03:57,300 --> 00:04:00,210 difference between Matt and like working for a week and then 70 00:04:00,210 --> 00:04:03,510 forgetting about something and then months later, and so this 71 00:04:03,510 --> 00:04:07,140 is all great stuff to hear very reassuring. Don't settle for 72 00:04:07,140 --> 00:04:10,680 average, being an entrepreneur and so on. And you say that 73 00:04:11,040 --> 00:04:15,390 Facebook ads in particular get you excited, but what led you to 74 00:04:15,390 --> 00:04:18,360 Facebook ads, were there like other attempts at getting 75 00:04:18,360 --> 00:04:21,930 traffic or making money that came before the Facebook ads? 76 00:04:22,500 --> 00:04:28,260 Unknown: Yes. So um, I just fell into Facebook ads Am I was my 77 00:04:28,260 --> 00:04:30,810 first sort of journey. So stepping away from that nine to 78 00:04:30,810 --> 00:04:34,830 five was to be a private investigator, which I know 79 00:04:34,830 --> 00:04:38,250 that's completely random. There was no spouse busing, it was 80 00:04:38,280 --> 00:04:42,180 like skip tracing people who had money that the government had 81 00:04:42,180 --> 00:04:44,640 taken over because they thought it was unclaimed and getting it 82 00:04:44,640 --> 00:04:47,580 back to them. So Robin Hood kind of scenario. And of course the 83 00:04:47,580 --> 00:04:50,520 government doesn't want to give millions of dollars back to 84 00:04:50,520 --> 00:04:54,420 people like they want to hold on to it. So red tape got involved 85 00:04:54,420 --> 00:04:57,570 and so it was time to look for something new and so I had a 86 00:04:57,570 --> 00:05:00,540 couple of friends and we were looking at okay, what up Unity's 87 00:05:00,540 --> 00:05:02,850 are there. And we were looking at some brick and mortar 88 00:05:02,850 --> 00:05:06,150 options. And then we just sort of went, Oh, what about online 89 00:05:06,150 --> 00:05:10,140 opportunities. So we started looking at that, and we white 90 00:05:10,140 --> 00:05:13,200 labeled a weight loss product. And that started going really 91 00:05:13,200 --> 00:05:15,510 well, you know, that sort of took off, I was the guinea pig 92 00:05:15,510 --> 00:05:20,070 for it. And, and it started to do really well. But for me, it 93 00:05:20,070 --> 00:05:22,650 was like, my heart wasn't kind of in that and going down that 94 00:05:22,650 --> 00:05:26,670 sort of business model or product. But what I discovered 95 00:05:26,670 --> 00:05:29,490 that I really loved was like baseball, I was just fascinated 96 00:05:29,490 --> 00:05:34,050 by it, one, because it just gives any business the ability 97 00:05:34,080 --> 00:05:37,740 to be like the Coca Cola of that business of that niche, right. 98 00:05:37,860 --> 00:05:42,930 So you don't need to spend 10s of 1000s of dollars, getting TV 99 00:05:42,930 --> 00:05:47,310 commercials ready, and then getting them on TV, you can just 100 00:05:47,310 --> 00:05:52,500 do commercials, so to speak with your phone, and put that on 101 00:05:52,500 --> 00:05:57,240 Facebook for just like $1 a day. So and you get to your ideal 102 00:05:57,240 --> 00:06:00,630 specific audience and retarget them over and over again. And so 103 00:06:00,630 --> 00:06:04,560 you can dominate the Facebook newsfeed. So not only do 104 00:06:04,560 --> 00:06:09,210 businesses have that opportunity to be seen as the biggest ones 105 00:06:09,210 --> 00:06:11,730 in their niche and position themselves as the authority as 106 00:06:11,730 --> 00:06:16,860 the one to go to. But then the service providers who can also 107 00:06:16,860 --> 00:06:19,770 learn how to run Facebook ads for people, which is you know 108 00:06:19,770 --> 00:06:24,390 what I did? So there's just so many opportunities there for 109 00:06:24,390 --> 00:06:27,000 business owners, and then for people who are looking for those 110 00:06:27,000 --> 00:06:29,220 opportunities to serve those business owners by running 111 00:06:29,220 --> 00:06:33,000 Facebook ads. So no, there's never a dull day with Facebook. 112 00:06:33,240 --> 00:06:37,680 We had the Apple iOS changes earlier in 2021. And since then, 113 00:06:37,680 --> 00:06:40,650 it's certainly been interesting times for ad managers 114 00:06:40,650 --> 00:06:45,210 everywhere. But it certainly shows that more than ever, ad 115 00:06:45,210 --> 00:06:49,080 managers are needed to manage ad accounts and down businesses, 116 00:06:49,110 --> 00:06:53,040 you know, can't afford to ignore Facebook with its about like 1.8 117 00:06:53,040 --> 00:06:57,780 billion daily active users or, or such some crazy numbers, your 118 00:06:57,780 --> 00:07:01,770 audiences on Facebook, so it can't be ignored. I 119 00:07:01,770 --> 00:07:04,560 Robert Plank: agree completely. And I might have I might have 120 00:07:04,560 --> 00:07:07,200 said even a few years ago, like oh, sure they're on Facebook, 121 00:07:07,200 --> 00:07:10,260 but they're not buying but now they sure as heck are right. And 122 00:07:10,320 --> 00:07:12,480 and a few years ago, I might have said well, yeah, they're on 123 00:07:12,480 --> 00:07:15,270 Facebook, but they're on mobile. But now like everyone's buying 124 00:07:15,270 --> 00:07:18,240 on mobile, there's nothing else so and even, you know, when it 125 00:07:18,240 --> 00:07:22,140 clicked with me, Jodie was I was I was across the country and I 126 00:07:22,140 --> 00:07:24,990 had a broken ankle and I was at a doctor's office. And I looked 127 00:07:24,990 --> 00:07:28,740 over like outside the hospital room is that and the nurse was 128 00:07:28,740 --> 00:07:31,470 on Facebook. And at that moment, I thought like, even when 129 00:07:31,470 --> 00:07:34,410 they're doing life saving medical care, they still can't 130 00:07:34,410 --> 00:07:37,080 break away from from Facebook. And I noticed that let's see 131 00:07:37,110 --> 00:07:39,960 right now I don't have a Facebook browser tab open with 132 00:07:39,960 --> 00:07:43,470 so many times, I'll just like happen to have a tab open. It's 133 00:07:43,500 --> 00:07:47,040 I'm always there. I think we're all addicted to it. And every 134 00:07:47,040 --> 00:07:49,800 now and then I have bought off of Facebook. And that's another 135 00:07:49,800 --> 00:07:52,470 thing that maybe five or 10 years ago, I would have said you 136 00:07:52,470 --> 00:07:56,100 were crazy. But then now it's like I check or I probably buy 137 00:07:56,100 --> 00:08:00,540 from Facebook more than from an email message. And so So jumping 138 00:08:00,540 --> 00:08:03,600 into Facebook ads, like what do people need to know because you 139 00:08:03,600 --> 00:08:07,020 hear a lot about how, like you mentioned the consistency, you 140 00:08:07,020 --> 00:08:09,630 hear a lot about how there's like you always have to be 141 00:08:09,720 --> 00:08:13,170 keeping up with the rules like this iOS update, and you always 142 00:08:13,170 --> 00:08:16,740 maybe need to be staying compliant making ads. And then 143 00:08:16,740 --> 00:08:19,230 you also hear about this kind of layered approach. Like you 144 00:08:19,230 --> 00:08:22,260 mentioned the retargeting there were many times people fail 145 00:08:22,260 --> 00:08:25,950 because maybe they try to put all their eggs in one basket or 146 00:08:25,950 --> 00:08:30,510 in one ad and you hear about like well try your run your ad 147 00:08:30,570 --> 00:08:33,480 let it run for a while let the artificial intelligence do its 148 00:08:33,480 --> 00:08:36,930 thing. Get people to your website, retarget them and then 149 00:08:36,930 --> 00:08:40,950 really run the real ad dollars on that retargeting. But there's 150 00:08:40,950 --> 00:08:43,230 there's so much to think about. But I really like how you said 151 00:08:43,230 --> 00:08:46,710 they're about take your phone, record a video just run like $1 152 00:08:46,710 --> 00:08:49,620 a day ad. So with all this this mess, like you can even hear up 153 00:08:49,620 --> 00:08:52,830 some as I'm saying it there's just like this flood of ideas 154 00:08:52,830 --> 00:08:55,890 and things that come with Facebook ads. So what would you 155 00:08:55,890 --> 00:08:59,820 say to people that they've heard of Facebook ads, but it's just 156 00:08:59,850 --> 00:09:02,670 all this confusion? How do you make it simple for us? 157 00:09:02,820 --> 00:09:06,630 Unknown: Oh, my gosh, well, yes, great question. There is a lot 158 00:09:06,630 --> 00:09:09,450 with that. And like I said, with the iOS updates, there's a few 159 00:09:09,450 --> 00:09:12,300 more hoops to go through when you're setting up your ads. And 160 00:09:12,300 --> 00:09:15,540 especially if you're doing your conversion ads, which is getting 161 00:09:15,540 --> 00:09:18,360 people over to your lead magnet or to your website and you want 162 00:09:18,360 --> 00:09:22,530 them to opt in for something. So that's our conversion ads, which 163 00:09:22,560 --> 00:09:25,440 a lot of businesses with Facebook in the ease of it, but 164 00:09:25,440 --> 00:09:27,930 it's there, a lot of them forgot about building that brand 165 00:09:27,930 --> 00:09:30,060 awareness, awareness and building that trust with their 166 00:09:30,060 --> 00:09:32,430 audience and they just went let's do these conversion ads. I 167 00:09:32,430 --> 00:09:35,250 just want people to opt in and get them on my list or my email 168 00:09:35,250 --> 00:09:39,330 on my database. So coming back to grassroots so of advertising 169 00:09:39,330 --> 00:09:43,350 is like building up that awareness being seen. So rather 170 00:09:43,350 --> 00:09:46,500 than having a billboard or being in the phonebook, yes, get a 171 00:09:46,500 --> 00:09:51,570 phone, a phone, do that video and load that up. By doing 172 00:09:51,570 --> 00:09:54,510 campaigns like that. You can load that into what we call an 173 00:09:54,510 --> 00:09:57,570 engagement campaign which Facebook will then send it to 174 00:09:57,570 --> 00:10:00,780 people who are likely to engage comment like You're on the post. 175 00:10:01,110 --> 00:10:05,070 Or if it's a video, send it as a video view campaign. And 176 00:10:05,070 --> 00:10:07,710 Facebook will send show that to people who are more likely to 177 00:10:07,710 --> 00:10:12,720 view your video. There too great campaign objectives to build up 178 00:10:12,720 --> 00:10:16,380 an audience. And then like I was saying retargeting, that's where 179 00:10:16,380 --> 00:10:20,040 you can say, Okay, everyone who's watched at least three 180 00:10:20,040 --> 00:10:24,660 seconds of my video, I want to get this next ad in front of 181 00:10:24,660 --> 00:10:27,690 them. So you can say, you know, people who've watched three 182 00:10:27,690 --> 00:10:30,510 seconds of the video in the last 10 days, show them this video. 183 00:10:30,870 --> 00:10:34,500 And then people who watch three seconds between days 20 and 10, 184 00:10:34,530 --> 00:10:37,800 show them this video so that you can continue to nurture and be 185 00:10:37,800 --> 00:10:42,000 in front of that audience for 90 days. And another thing that a 186 00:10:42,000 --> 00:10:45,150 lot of businesses forget is Lego. Want to get started on 187 00:10:45,150 --> 00:10:48,750 Facebook ads, let's just start running. And they haven't really 188 00:10:48,780 --> 00:10:51,960 looked at, do they have the correct website assets to send 189 00:10:51,960 --> 00:10:56,280 traffic to. So if they want to be building up their email list 190 00:10:56,280 --> 00:10:59,460 or their database, are they just sending traffic to their website 191 00:10:59,460 --> 00:11:02,910 homepage, which typically is not what we'd recommend, because 192 00:11:02,910 --> 00:11:06,060 there's often quite a few other things going on there, you got a 193 00:11:06,060 --> 00:11:08,430 bar at the top with all the different options, you got 194 00:11:08,430 --> 00:11:11,070 information down the bottom, people get lost, they get 195 00:11:11,070 --> 00:11:14,640 distracted. So having a page that you could just send people 196 00:11:14,640 --> 00:11:18,510 to, to say, hey, come and join our list and get 20% off or 197 00:11:18,510 --> 00:11:21,450 whatever it may be, that's a page that you would just send 198 00:11:21,450 --> 00:11:26,190 your Facebook traffic to. And then also you need to have the 199 00:11:26,190 --> 00:11:29,460 pixel installed. So the pixel is a bit of code from Facebook, 200 00:11:29,490 --> 00:11:32,520 which you put on your like confirmation page after 201 00:11:32,520 --> 00:11:36,330 someone's opted in, so that you can correctly set up your ads. 202 00:11:36,630 --> 00:11:40,170 So that you would say Facebook, want you to show this ad to 203 00:11:40,170 --> 00:11:44,550 people who are likely to opt in. And without that pixel on that 204 00:11:44,550 --> 00:11:48,420 thank you page. And it's not firing Facebook doesn't know 205 00:11:48,450 --> 00:11:51,720 that it's doing the right thing. So it's it'll send people there. 206 00:11:51,750 --> 00:11:54,000 But it's not getting the message back to say, hey, I don't know 207 00:11:54,000 --> 00:11:56,190 if anyone's opting in. I don't know if I'm doing any good with 208 00:11:56,190 --> 00:11:59,850 my ads here. So making sure that you've got the assets set up 209 00:11:59,850 --> 00:12:04,320 correctly. And then of course, compliance, I've seen so many 210 00:12:04,320 --> 00:12:06,420 times where people will just go out the gate, I want to run some 211 00:12:06,420 --> 00:12:09,540 Facebook ads. And they do and they have not checked the 212 00:12:09,540 --> 00:12:13,650 Facebook policies and terms. And they get their ad account shut 213 00:12:13,650 --> 00:12:16,560 down after just like $10 in ad spend because they've said all 214 00:12:16,560 --> 00:12:19,650 this wording, but all this stuff that's not compliant with their 215 00:12:19,650 --> 00:12:22,770 ads. So before anyone ever launches an ad, I always say 216 00:12:22,800 --> 00:12:26,460 make sure you check the Facebook terms. And it doesn't just apply 217 00:12:26,460 --> 00:12:29,700 to what is in your ad, it also applies to what is on your 218 00:12:29,700 --> 00:12:33,930 landing page where you're sending that traffic to. So so 219 00:12:33,930 --> 00:12:37,890 that's a few things for website assets, the compliance, making 220 00:12:37,890 --> 00:12:41,100 sure you're compliant, but then also looking at those campaigns 221 00:12:41,100 --> 00:12:44,160 that keep people on Facebook to build that brand awareness, its 222 00:12:44,160 --> 00:12:46,200 engagement in video campaigns. 223 00:12:47,040 --> 00:12:49,080 Robert Plank: Super cool. I mean, you're just talking to 224 00:12:49,080 --> 00:12:51,840 you. It's it's getting me excited about Facebook ads 225 00:12:51,840 --> 00:12:54,420 again. And so it's basically like you're mentioning, like a 226 00:12:54,420 --> 00:12:58,170 few buckets here. There's the there's the issue of like the 227 00:12:58,230 --> 00:13:01,170 the ads that kind of follow them around. And the way you explain 228 00:13:01,170 --> 00:13:04,830 it makes makes a lot of sense that like why would you just 229 00:13:04,830 --> 00:13:08,100 blast your ad as much as possible, because Facebook is so 230 00:13:08,100 --> 00:13:10,560 crowded and I mean, you're scrolling scroll, and you see an 231 00:13:10,560 --> 00:13:14,580 ad you see another ad. So there of course there needs to be a 232 00:13:14,580 --> 00:13:17,490 like a little bit of like micro commitment by and so that makes 233 00:13:17,490 --> 00:13:21,720 perfect sense that you would run an ad. And then if they watched 234 00:13:21,720 --> 00:13:24,900 a few seconds of your video, then over these next few days, 235 00:13:24,960 --> 00:13:27,840 you would give them more ads and more links and more videos and 236 00:13:27,840 --> 00:13:30,930 things like that, to nurture them. And like you hear about 237 00:13:30,930 --> 00:13:34,470 that that cliche of like, you need to follow up seven times 238 00:13:34,500 --> 00:13:37,080 before they buy and then it then you hear even more recently, 239 00:13:37,080 --> 00:13:40,200 like some people will say like 10 or 12. But whatever the 240 00:13:40,200 --> 00:13:43,260 number is, it's definitely more than it used to be. And even 241 00:13:43,260 --> 00:13:45,930 like, you know, 10 or 15 years ago, when the number was still 242 00:13:45,930 --> 00:13:49,470 just seven, the way I thought of it was, well, that means I need 243 00:13:49,470 --> 00:13:53,160 to hit them seven times, for even half of them who would have 244 00:13:53,220 --> 00:13:56,430 bought to even buy. So even seven is isn't enough, even when 245 00:13:56,430 --> 00:13:59,340 they they said seven back then. So there's that part of it. And 246 00:13:59,340 --> 00:14:03,510 then and then. So you also said that it's not just a matter of 247 00:14:03,600 --> 00:14:06,450 sending from Facebook to your website, send them to the right 248 00:14:06,450 --> 00:14:09,720 location, send them to where they can get that freebie or get 249 00:14:09,720 --> 00:14:12,480 that opt and send them to a place that makes sense. And then 250 00:14:12,480 --> 00:14:15,720 that last little bit that you'd have on the compliance, you made 251 00:14:15,720 --> 00:14:18,060 kind of a little bit of a lightbulb go off in my head that 252 00:14:18,480 --> 00:14:21,360 kind of but an important skill that I resisted for a number of 253 00:14:21,360 --> 00:14:25,740 years was slogging through the terms of service for like any 254 00:14:25,740 --> 00:14:29,070 platform, right? Because you'd hear on the message boards or 255 00:14:29,070 --> 00:14:32,310 the Facebook groups like well, I lost my Amazon account because I 256 00:14:32,310 --> 00:14:37,200 broke this rule or I broke this YouTube rule. And in some point 257 00:14:37,200 --> 00:14:40,890 a few years ago, I just began finding a way to just sift 258 00:14:40,890 --> 00:14:44,100 through the terms of service of whatever platform I was setting 259 00:14:44,100 --> 00:14:47,070 up on which like at first seems kind of weird and awkward. But 260 00:14:47,070 --> 00:14:50,220 if you start doing it then you can kind of absorb and catch on 261 00:14:50,220 --> 00:14:53,190 these things that they want you to do. And so I know that the 262 00:14:53,190 --> 00:14:56,910 Facebook terms change all the time. So by the time you even 263 00:14:56,910 --> 00:14:59,970 answer my question, it'll already be out of date but as 264 00:15:00,000 --> 00:15:03,900 far as things to look out for, for like Facebook compliance, I 265 00:15:03,900 --> 00:15:07,650 know that it changes. But is there like a handful of easy 266 00:15:07,650 --> 00:15:11,340 things to notice? And are but people usually miss? Because 267 00:15:11,340 --> 00:15:14,100 just sometimes I wonder like, am I even asking the right 268 00:15:14,100 --> 00:15:16,620 questions right? Never Never mind finding the right answers. 269 00:15:16,620 --> 00:15:19,200 I don't I'm not even sure which questions I should be asking. So 270 00:15:19,200 --> 00:15:21,810 for Facebook compliance, what should we know about it? 271 00:15:22,650 --> 00:15:24,780 Unknown: Yes, well, you gotta know that Facebook's not very 272 00:15:24,780 --> 00:15:29,070 forgiving. First of all, they will shut down accounts very 273 00:15:29,070 --> 00:15:32,280 quick. And that can be very hard to get back up, right, this 274 00:15:32,280 --> 00:15:38,730 customer service is lacking very, very sadly. So a couple of 275 00:15:38,730 --> 00:15:42,510 big things, especially like as I work with a lot of coaches and 276 00:15:42,510 --> 00:15:46,710 personal brands and business coaches and such, a lot of ones 277 00:15:46,710 --> 00:15:50,160 that they often get in trouble for is like claims. So like 278 00:15:50,160 --> 00:15:53,220 income generating claims, talking about, you know, having 279 00:15:53,220 --> 00:15:55,920 passive income or living the life of your dreams having 280 00:15:55,920 --> 00:15:58,320 financial freedom or financial independence, a lot of those 281 00:15:58,320 --> 00:16:01,230 will get flagged without multilevel marketing get rich 282 00:16:01,230 --> 00:16:04,350 quick schemes, and so they'll get shut down pretty quick. So 283 00:16:04,350 --> 00:16:07,110 you got to watch your wording. And then also like for weight 284 00:16:07,110 --> 00:16:09,840 loss, health and wealth industries, the where they might 285 00:16:09,840 --> 00:16:14,580 say, lose 50 pounds in 30 days or something. So having claims 286 00:16:14,580 --> 00:16:18,150 that are particularly like to do with timelines are always a 287 00:16:18,150 --> 00:16:23,190 risky thing. So that's a couple of big ones. Then real estate 288 00:16:23,220 --> 00:16:27,990 agents is policies, there's a special category for ads, when 289 00:16:27,990 --> 00:16:30,930 you advertise in real estate in the United States. So that's, 290 00:16:30,930 --> 00:16:34,860 again, something to be aware of. And I also know of some 291 00:16:34,860 --> 00:16:39,990 businesses or companies that, for example, like there's 292 00:16:39,990 --> 00:16:43,320 women's fashion clothing that's made out of recycled plastic, 293 00:16:43,320 --> 00:16:47,700 for example, and when they might talk about in their ads about 294 00:16:47,700 --> 00:16:51,690 being sustainable, earth friendly, and using wording like 295 00:16:51,690 --> 00:16:57,570 that, it gets flagged for social issues. So yeah, so being aware 296 00:16:57,570 --> 00:17:00,750 of a few of those key policies, seeing where your business sort 297 00:17:00,750 --> 00:17:04,200 of fits in, make sure that you're not making claims, like 298 00:17:04,200 --> 00:17:06,450 particularly health claims, or weight loss claims or anything 299 00:17:06,450 --> 00:17:11,460 income claims. And then just also, yes, you get to be more 300 00:17:11,460 --> 00:17:15,150 familiar with words, one big one as well, that we always try to 301 00:17:15,150 --> 00:17:17,580 avoid, and this has been consistent for a number of years 302 00:17:17,760 --> 00:17:22,380 is you refraining from using the word you in your ads so much, 303 00:17:22,380 --> 00:17:25,770 okay. So you wouldn't typically start mean you can and they do 304 00:17:25,770 --> 00:17:28,110 go through, they do get approved. But it can be a bit 305 00:17:28,110 --> 00:17:31,110 risky, especially if you have a few in there. Where if you're 306 00:17:31,110 --> 00:17:34,500 saying do you wake up every morning feeling burnt and burnt 307 00:17:34,500 --> 00:17:38,550 out and stressed? Okay? burnout and stress would be two words, 308 00:17:38,550 --> 00:17:42,540 that would be red flags for Facebook, things that are giving 309 00:17:42,540 --> 00:17:45,540 a negative emotion, Facebook wants it to be a happy place. 310 00:17:46,050 --> 00:17:50,340 And then also by saying you do want to get up in the mornings 311 00:17:50,340 --> 00:17:54,090 and feel like this, maybe you do this or you do that. Using you 312 00:17:54,120 --> 00:17:57,780 know too much is like talking to the person and Facebook doesn't 313 00:17:57,780 --> 00:18:01,260 want you to be talking to the person so much. They want you to 314 00:18:01,260 --> 00:18:04,560 talk more about like your product or your solution, not be 315 00:18:04,560 --> 00:18:08,610 singling out the person. So that's a couple of key points 316 00:18:08,610 --> 00:18:09,810 there with their compliance. 317 00:18:10,680 --> 00:18:12,540 Robert Plank: It's interesting to think about that you almost 318 00:18:12,540 --> 00:18:18,930 have to like unlearn a couple of key markets. But when I want to 319 00:18:18,930 --> 00:18:22,230 be aggressive, I want to I want to say you want to make make the 320 00:18:22,230 --> 00:18:25,530 plans, but also the way you put it, it doesn't make sense that 321 00:18:25,620 --> 00:18:28,560 face Facebook doesn't make the rules it is their little walled 322 00:18:28,560 --> 00:18:32,100 community. So So of course, they wouldn't want every single ad to 323 00:18:32,100 --> 00:18:35,520 be hitting them with you this you that and this this timeline 324 00:18:35,550 --> 00:18:39,390 this claim because then it will just be a like a like the Las 325 00:18:39,390 --> 00:18:41,790 Vegas Strip or something, right? You just be like bells and 326 00:18:41,790 --> 00:18:45,000 whistles everywhere. So it makes sense that they they do want you 327 00:18:45,000 --> 00:18:48,540 to tone it down. And so that makes me wonder like, is there a 328 00:18:48,540 --> 00:18:53,610 little bit of a strategy for maybe keeping things toned down 329 00:18:53,610 --> 00:18:56,850 keeping things generic? Get them on your list or get them to buy 330 00:18:56,850 --> 00:19:00,390 something? And then you can maybe be yourself after that? Is 331 00:19:00,390 --> 00:19:04,890 there any of that sort of step by step strategy a play? Yeah, 332 00:19:04,890 --> 00:19:06,990 Unknown: so I get well, that would come back. If you get them 333 00:19:06,990 --> 00:19:09,450 on your list then yesterday, whatever you want in your email, 334 00:19:09,450 --> 00:19:12,570 so then you've got your email compliance, you know, spam 335 00:19:12,600 --> 00:19:15,810 deliverability issues if you're making too many income claims in 336 00:19:15,810 --> 00:19:20,010 those. So yes, follow up like with your emails, for sure. And 337 00:19:20,010 --> 00:19:23,280 let's we can obviously say a lot more. But then like I was 338 00:19:23,280 --> 00:19:26,670 mentioning about retargeting, that's where, you know, again, 339 00:19:26,700 --> 00:19:28,890 you still have to make sure you're compliant and not be 340 00:19:28,890 --> 00:19:31,830 saying, you know, this or this. And another thing is you can't 341 00:19:31,830 --> 00:19:34,590 have before and after photos. So again, if you're in the weight 342 00:19:34,590 --> 00:19:38,010 loss niche, and you had this was Stacey before and this is 343 00:19:38,010 --> 00:19:41,970 Stacey, you know now, that sort of stuffs not approved either. 344 00:19:42,960 --> 00:19:47,400 So you still have to play in Facebook's sandbox. When you're 345 00:19:47,400 --> 00:19:51,120 doing ads on Facebook, your page, you can be a bit more 346 00:19:51,120 --> 00:19:54,120 flexible with it, but you still have to adhere to Facebook's 347 00:19:54,120 --> 00:19:58,200 community standards. But yes, like with your ads, that's where 348 00:19:58,200 --> 00:20:01,770 you can just you know expand and a bit more on a few key points. 349 00:20:01,950 --> 00:20:04,560 And while you may have like a Stacy who's lost all this 350 00:20:04,560 --> 00:20:08,160 weight, rather than having a before an image, you might have 351 00:20:08,160 --> 00:20:11,820 a testimonial video from Stacey that was saying, you know, like 352 00:20:11,820 --> 00:20:16,500 one of the copywriting formulas is the bad formula the before or 353 00:20:16,500 --> 00:20:19,380 after and bridge. So you might just have Stacy that would be 354 00:20:19,380 --> 00:20:23,040 saying, you know, before working with Robert, I was stuck at 355 00:20:23,040 --> 00:20:25,860 blah, blah, blah, blah. But since then I've been able to do 356 00:20:25,860 --> 00:20:29,700 this. And it's because of you know, his support my law. So 357 00:20:29,730 --> 00:20:32,760 having other people giving you social proof for your business 358 00:20:32,760 --> 00:20:36,180 product or service also goes a long way. So that's another way 359 00:20:36,180 --> 00:20:39,330 that you can, you know, get more of yourself and be promoting 360 00:20:39,330 --> 00:20:42,870 what you do and the value you bring into your ads and 361 00:20:42,930 --> 00:20:44,580 maintaining that compliance. 362 00:20:45,330 --> 00:20:47,130 Robert Plank: interest. And so what I like a lot about your 363 00:20:47,130 --> 00:20:50,460 answers here is you're, you're saying, don't necessarily throw 364 00:20:50,490 --> 00:20:53,100 throw away this specific marketing technique, just 365 00:20:53,100 --> 00:20:56,520 replace it with this because Facebook prefers that. And so 366 00:20:56,580 --> 00:20:59,160 I'm starting to really get how you're saying like, Facebook is 367 00:20:59,160 --> 00:21:01,890 not forgiving, and there's really a fine line where you're 368 00:21:01,890 --> 00:21:04,770 on this side of the fence. And then if you say the too much of 369 00:21:04,770 --> 00:21:07,860 this word, or you use this thing that they don't like, then now 370 00:21:07,860 --> 00:21:11,310 you've crossed the line. So it makes a lot of sense how someone 371 00:21:11,310 --> 00:21:14,100 would need need a person like you and your team and your 372 00:21:14,100 --> 00:21:18,090 company to be keeping, you know, keeping track of this and 373 00:21:18,090 --> 00:21:21,390 running the ads, new campaigns. So can you tell us where you 374 00:21:21,390 --> 00:21:24,630 come in as far as Facebook ads, if someone says, I'm completely 375 00:21:24,630 --> 00:21:27,990 lost, overwhelmed when it comes to Facebook ads, I listened to 376 00:21:28,050 --> 00:21:30,990 Jodi's interview with Robert about Facebook ads, and I got a 377 00:21:30,990 --> 00:21:33,960 little bit of a chase, I figured like I solve a couple of my 378 00:21:33,960 --> 00:21:36,840 problems, I have a clearer picture of what I want. So where 379 00:21:36,840 --> 00:21:40,110 do you come in Jody as far as helping us get a handle on these 380 00:21:40,110 --> 00:21:42,570 Facebook ads. So 381 00:21:43,290 --> 00:21:46,620 Unknown: like me, and my I have a boutique agency. So I just 382 00:21:46,620 --> 00:21:48,750 work with a handful of people. And they're typically spending 383 00:21:48,750 --> 00:21:52,620 $50,000 a month or more with their ads. And so that's where I 384 00:21:52,620 --> 00:21:56,460 provide ad management support. But then I also coach and mentor 385 00:21:57,210 --> 00:22:00,960 people with their ads, as well as ad managers. So other ad 386 00:22:00,960 --> 00:22:04,680 managers, agency owners who want their teams trained, they come 387 00:22:04,680 --> 00:22:09,330 to me and I have a certification program. And from then I also 388 00:22:09,330 --> 00:22:12,690 have, you know, those lists of people who have been certified 389 00:22:12,690 --> 00:22:16,680 and managers over at Find your ad manager.com. And that's where 390 00:22:16,680 --> 00:22:20,490 people can go, Well, I see Facebook ads is so overwhelming 391 00:22:20,490 --> 00:22:23,010 to me. I don't have time. And that's the trouble that I've 392 00:22:23,010 --> 00:22:25,950 seen over the years. People want to get into Facebook ads. But 393 00:22:25,950 --> 00:22:29,550 yeah, as we've just listed a drop in the ocean here, there's 394 00:22:29,550 --> 00:22:34,500 so much to it. So we need to, you know, in so yes, there is a 395 00:22:34,500 --> 00:22:36,810 point where sometimes you just gotta roll up the sleeves and do 396 00:22:36,810 --> 00:22:39,360 the work. But then there's other times where if you do have the 397 00:22:39,360 --> 00:22:42,390 budget, you go, I need someone who is familiar with Facebook 398 00:22:42,390 --> 00:22:46,440 ads, and who can get this up and running for me. So yeah, so I 399 00:22:46,440 --> 00:22:49,830 have I have a small handful, but then I support ad managers so 400 00:22:49,830 --> 00:22:52,170 that they can be the best ad managers that can be for their 401 00:22:52,170 --> 00:22:52,890 clients 402 00:22:53,550 --> 00:22:55,800 Robert Plank: are fantastic. And I think this is a much needed 403 00:22:55,800 --> 00:22:58,470 service, like you said, either but the boutique agency or 404 00:22:58,470 --> 00:23:01,440 hooking someone up with an ads manager, because I think that 405 00:23:01,440 --> 00:23:04,590 we've all been there and it may be Facebook ads, or maybe not. 406 00:23:04,590 --> 00:23:09,840 But in some kind of paid ads situation. Oops. Sorry, actually 407 00:23:09,840 --> 00:23:13,680 hit my pause button. So like in some kind of paid ads scenario, 408 00:23:13,680 --> 00:23:16,980 whether it's Google ads, YouTube ads, Facebook ads, or something 409 00:23:16,980 --> 00:23:19,830 else, like we've all we've all dabble, right, we've all set up 410 00:23:19,830 --> 00:23:23,040 campaigns, and either done a bunch of work and gotten no 411 00:23:23,040 --> 00:23:26,490 clicks or wasted a ton of money and maybe even given up on the 412 00:23:26,490 --> 00:23:29,790 whole issue. And it's like, the problem isn't Facebook ads. The 413 00:23:29,790 --> 00:23:32,820 problem is you right? The problem is you trying to do it 414 00:23:32,820 --> 00:23:35,820 yourself trying to basically paint your own outside of your 415 00:23:35,820 --> 00:23:38,730 house trying to fix your own toilet trying to build your own 416 00:23:38,730 --> 00:23:42,510 deck, why not go to the experts that know how to do it. And so 417 00:23:42,540 --> 00:23:46,080 you said find your ads manager.com? Is that the place 418 00:23:46,080 --> 00:23:46,440 to go? 419 00:23:46,770 --> 00:23:50,520 Unknown: Find your ad manager.com ad manager 420 00:23:50,520 --> 00:23:53,640 Robert Plank: singular, okay, find your ad manager.com. And so 421 00:23:53,640 --> 00:23:56,310 what will you find there? Exactly? Yeah, 422 00:23:56,310 --> 00:23:59,550 Unknown: so that's where the my community of add managers are 423 00:23:59,550 --> 00:24:02,580 listed there. So I have my certified elite and managers who 424 00:24:02,580 --> 00:24:06,090 have gone through a 16 week life mentoring and certification past 425 00:24:06,090 --> 00:24:11,370 five exams. So you can either look at their bios and reach out 426 00:24:11,370 --> 00:24:14,880 to them directly, or there is also a form that you could fill 427 00:24:14,880 --> 00:24:17,160 out, that's fine. That's just too hard. I don't know who to 428 00:24:17,160 --> 00:24:19,350 select, I'm going to fill out this form. And then it goes 429 00:24:19,350 --> 00:24:23,070 through to our certified ad managers, as well as our current 430 00:24:23,070 --> 00:24:27,390 students, as well as I also have like a membership of ad managers 431 00:24:27,390 --> 00:24:30,630 who are in the trenches working every day. So that form goes 432 00:24:30,630 --> 00:24:34,560 through to my people there. Yeah, and that's what what they 433 00:24:34,560 --> 00:24:37,830 will find. So the certified ad managers, you know, we have 434 00:24:37,890 --> 00:24:42,600 various ranges as well. We've had people some of them are have 435 00:24:42,600 --> 00:24:45,360 recently like this year done launches that have generated $4 436 00:24:45,360 --> 00:24:49,260 million for their clients, all the way through to people who 437 00:24:49,260 --> 00:24:52,470 are new, unlike virtual assistants, who have you know, 438 00:24:52,470 --> 00:24:55,500 decided I don't want to just work for $12 An hour what's a 439 00:24:55,530 --> 00:24:59,280 more valuable skill? And and so they've learned Facebook ads and 440 00:24:59,280 --> 00:25:01,920 they're absolutely crushing it for their clients. So there's 441 00:25:01,920 --> 00:25:04,890 premium sort of ad managers. And then there's ones who are just 442 00:25:04,890 --> 00:25:07,890 starting out so that if you don't have that bigger budget 443 00:25:07,890 --> 00:25:11,250 to, you know, spend three or $4,000 a month on just Ad 444 00:25:11,250 --> 00:25:15,750 Management Services for an expert, there are people who are 445 00:25:15,750 --> 00:25:18,300 in their learning in the ropes, and they're hungry to get 446 00:25:18,300 --> 00:25:22,230 results. And rather than you as the business owner, trying to 447 00:25:22,230 --> 00:25:25,410 learn how to face do Facebook ads yourself, you've got someone 448 00:25:25,410 --> 00:25:28,350 else who is invested into learning how to do them, and 449 00:25:28,350 --> 00:25:31,020 they'll do them for you. So And there'll be at a lower rate. 450 00:25:32,070 --> 00:25:34,350 Robert Plank: Amazing, well, I'm convinced that I should not be 451 00:25:34,350 --> 00:25:37,020 doing my own Facebook ads, I shouldn't be contacting someone 452 00:25:37,140 --> 00:25:40,410 either on the low under, or the high end to help me out. And 453 00:25:40,440 --> 00:25:43,800 it's amazing, this you this universe, this ecosystem that 454 00:25:43,800 --> 00:25:47,250 you've built. So that way, we don't have to keep track of all 455 00:25:47,250 --> 00:25:49,800 these changes, because it really does seem like more than a full 456 00:25:49,800 --> 00:25:53,850 time job, just keeping track of every month, whatever, whatever 457 00:25:53,850 --> 00:25:57,090 the heck, Facebook has changed for us. And it also seems like 458 00:25:57,150 --> 00:26:00,390 any of these paid ad platforms, sometimes they don't even tell 459 00:26:00,390 --> 00:26:03,000 us what the rules are. Right? They just might say, well, 460 00:26:03,000 --> 00:26:05,640 you're banned for this. And we'll sorry, if we didn't tell 461 00:26:05,640 --> 00:26:08,520 you give me your warning beforehand. So it seems like it 462 00:26:08,520 --> 00:26:11,610 seems ridiculous and scary to try it ourselves. And we should 463 00:26:11,610 --> 00:26:15,660 instead be going to find your ad manager.com. And are there any 464 00:26:15,660 --> 00:26:18,690 other links or resources you feel like sharing with us today 465 00:26:18,690 --> 00:26:21,300 God or as find your ad manager.com the one the only 466 00:26:21,300 --> 00:26:22,860 place to go? Well, if you're 467 00:26:22,890 --> 00:26:24,630 Unknown: you know wanting someone to run your Facebook 468 00:26:24,630 --> 00:26:28,110 ads, that's a place to go. Like I also mentioned earlier about 469 00:26:28,110 --> 00:26:31,590 the retargeting strategy where you can keep people on Facebook 470 00:26:31,590 --> 00:26:35,430 just with a video, and then be retargeting them, you know, in 471 00:26:35,460 --> 00:26:39,660 these audiences, so continue to build your authority. I do also 472 00:26:39,660 --> 00:26:42,690 have, it's a little program called the client attraction 473 00:26:42,690 --> 00:26:47,370 code. That's it, Jody millwood.com forward slash CAC. 474 00:26:47,670 --> 00:26:51,720 And that's a whole strategy where, if you're new to Facebook 475 00:26:51,720 --> 00:26:54,510 ads, this is a perfect place to start out. Because you don't 476 00:26:54,510 --> 00:26:56,940 have to worry about pixels, you don't have to worry about that 477 00:26:56,940 --> 00:27:00,420 landing page. You're just keeping people on Facebook, and 478 00:27:00,420 --> 00:27:03,540 building an audience so that you increase the awareness, the 479 00:27:03,540 --> 00:27:07,470 affinity and the authority with this as we would call it a top 480 00:27:07,470 --> 00:27:10,530 of funnel audience continuing to be bringing in your ideal 481 00:27:10,530 --> 00:27:13,950 client. So it shows you how to load up these campaigns, what 482 00:27:13,950 --> 00:27:17,460 should be in your video content, how to do targeting so that 483 00:27:17,460 --> 00:27:20,880 you're targeting your ideal clients. And then setting up 484 00:27:21,000 --> 00:27:23,970 that ongoing retargeting strategy, and you do all that 485 00:27:23,970 --> 00:27:26,820 for just $10 a day or less, are 486 00:27:26,820 --> 00:27:28,860 Robert Plank: fantastic. I mean, this sounds like an incredible 487 00:27:28,860 --> 00:27:35,250 offer Jody millward.com/cac to get bit by the Facebook bug to 488 00:27:35,250 --> 00:27:37,860 get a little bit set up that way you can see progress that will 489 00:27:37,860 --> 00:27:41,580 you be excited to move forward and really go all in on this 490 00:27:41,580 --> 00:27:45,450 Facebook ads thing because if you've ever seen the statistics 491 00:27:45,450 --> 00:27:49,560 about how many people are on Facebook, how often how long if 492 00:27:49,560 --> 00:27:52,200 they're on work or at home that everyone's plugged in, 493 00:27:52,200 --> 00:27:54,840 everyone's on it so well and they have all kinds of 494 00:27:54,840 --> 00:27:58,620 demographics. So why not plug into exactly the right type of 495 00:27:58,620 --> 00:28:01,710 person who's looking for your business looking for you looking 496 00:28:01,710 --> 00:28:06,840 for what you sell Jodi milward.com/cac and find your ad 497 00:28:06,840 --> 00:28:09,900 manager.com is the place to go. This has been an amazing 498 00:28:09,930 --> 00:28:12,990 conversation. Jody, do you have any final parting words of 499 00:28:12,990 --> 00:28:14,790 advice as we wrap up wind down today? 500 00:28:15,330 --> 00:28:18,990 Unknown: Oh, final parting words of advice. Well, if you're going 501 00:28:18,990 --> 00:28:23,940 to run Facebook ads, check the terms first. Always my advice