Unlock the Power of the One Product Funnel for Small Businesses

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[Music] hi and welcome to season 13 of the 15ish minute coffee chat a conversation providing tips for every entrepreneur and business owner do you run a Facebook ads Quadro and ponnie kessie is a Facebook ads manager in online business strategist that is ready to share all you need to know about Facebook ads qura offers so much great insight about running testing and optimizing your Facebook ads experience this show is going to be a two-part series guys and we're excited about it because there was questions we were like no we have to ask quo we have to ask him this right hey Anna welcome hi and welcome Selena I know we're at season 13 which is awesome and amazing and as usual we have an amazing lineup of guests this season quo we are particularly excited about he is not your typical ads manager I would say I think he's just got this great personality infused with fun that makes doing ads fun is that a thing yeah I think we we said to him in backstage we were like are you bringing sexy back to Facebook ads manager and we were like he's trying I'm like I think he's done it agree with you by the end of the show you're gonna be like I want to run a Facebook ad now I want to do this yes I know I know I would love to have somebody like quo guiding me so I think this is super awesome that we have him on I've been I stalked him from February when I learned about him in a uh pre-launch sem that we both were a part of and I just was like I love this guy and I just I love his honestly one of my favorite things about him which is funny it's not like Facebook ads but it's that his quality of video content that I'm obsessed with so I don't even know if that's a secondary business he's gonna do but I just love it and and we got we met each other on Instagram and we just connected and continued a relationship in the DM so you guys it can work if you do it right you can make really solid relationships offline off of that social media grit um Anna what is our call to action today our call to action today is do you run Facebook ads give us a thumbs up or a thumbs down in the comments is this something you're already doing and you're just here to learn how to do it a little bit better or is it something you've been thinking about or is it something you're terrified of because you get on to that back end and it start looking very complicated and they're asking questions you don't know how to answer and so you're like I don't have any idea give us a thumbs up thumbs down do you run Facebook ads do you so I think without further Ado we're gonna actually read quo's bio so we can hurry up and get him up here but um let's see here let's move on over all right Anna go ahead so qu Joe is the host of The Art of online business podcast a Facebook ads manager and online business strategist specializing in serving established online course creators with annual earnings ranging from 250,000 to 1.2 million unlike most ads managers he doesn't just bring in quality leads with over three years of experience he excels in optimizing funnels and providing Marketing sales operations and hiring guidance all of which enable his clients to work less earn more and live the life they were meant for I think that sounds pretty fabulous right now now since January of 20120 guo has been residing in central Mexico with his wife and two kids after an ill-timed vacation right before the pandemic started ended his 12 Years of Living in China he speaks fluent Mandarin Chinese decent Spanish and firmly believes that everyone should experience international travel and engage with different cultures this is a man after my own heart I love the nomadic lifestyle that he has going on so I know I was like oh Anna is gonna love him like for so many multiple reasons so let's bring him up yes here we go hi quato hello how are you here I am you're like in and out in and out welcome to the show before we get started and dive into all the questions we want to do just a quick little like picture with you we love to call it our coffee cup selfie hey he yes he's in Mexico but I want you to see what he's gonna hold up guys I was excited like being from Texas hi HB in Mexico what I know right it is a blessing and they take too much of my money but hey good quality stuff we love it my daughter my daughter plug my daughter works for HB so yeah I know see I was like okay so on three we're gonna go one two three there wait I love it okay our imaginary camera just took a screenshot in the future and you will see this somewhere quo thank you so much for saying yes to this crazy episode of ours um and being part of our season 13 thanks for having me it's an honor we hit it off so well so I'm happy to be here I know I yeah we do we do um okay look because I know we're asking a lot of questions we will just jump right in Anna because I have so many questions about your background like how you ended up in China and all that stuff but we'll talk about that later you know what no yeah let's do that let's do that ask him a question give us a rundown how did you end up 12 years in China and then an ill time vacation now you're living in Mexico really like how does this happen 12 years in China happened because when I was in university I studied for two years in China and then went back to the States Seattle area where I'm from and uh once I got married in 2009 slightly before that when we were still fiances I convinced my wife who's from Michigan that it would be a good idea to move to China and she agreed with me and so that's how we ended up in China 2009 and we never had plans on living there we had two kids there we always joke they were made in China that is hysterical it is very true though and we were gonna stay there forever actually and then what happened is we took an ill Ed vacation we're language nuts so I only speak Mandarin to my kids um when I was in China and my wife she learned Spanish and so she would speak Spanish to them and I thought is near and dear to my heart I love communicating let me go to Mexico please wife and study Spanish we planned that trip on January 13th 2020 which was like 11 days before all the news about the youo what broke out and changed everyone's life so we got stranded in China we couldn't we got stranded in Mexico we couldn't go back to China because they shut down the borders we had to hop on FaceTime cell phones our friends went back to our place in China we had to sell four bedroom apartment worth of stuff oh my God down to six luggages which we were reunited with a year and a half later in and that is how Mexico became the home okay first I love this story thisly that is absolutely amazing second this shows your ability to Pivot legit pivot I've heard a lot of stories epidemic stories but that is one of my favorite that's one of the best for sure and third as a military spouse I know what it's like to be reunited with six pieces of luggage a year and a half later you definitely understand yeah it's like Christmas right oh I forgot I had this even though you had it for many years right it's like surprises in your suitcase exactly I that's a great story and I feel like it probably has made you even better at what you do which is also something that you know like all that lived experience I feel like it brings definitely brings something to the table for what you do for other people in understanding the market understanding motivations because all that comes into play when you're a Facebook ads manager okay now we can jump right into the question now can now that you have the now we can do the Curiosity okay so let's get pjo in the power seat here so we can start our first question so go ahead Anna let's do it the first question is is really quite simple like when should you start running Facebook ads quo like when do you know it's time so here's when you don't know it's time I did this wrong with my first online business back in China I started running I started boosting Instagram posts thinking if I just get more followers it will get me more Revenue that didn't work though it did make me famous lowkey famous cister famous in China and so when I first started learning about Facebook ads it was inside of a Facebook ads agency and because of my online business coaching experience here's the answer combined with managing Facebook ads for over three years you start Facebook ads when your offer is already selling organically Facebook ads I always say Jesus saves Facebook ads cannot meaning don't you try to get Facebook ads as your last line of Hope or help for your business if the offer is converting organically with profit if you've done the things like sell your offer to your email list or organically with Partnerships or just on Instagram or Facebook then you know it's time to add Facebook ad fuel to that fire okay I think that's so like such Sound Advice to be very realistic with hey when you do spend money in marketing this is such a great thing to say to a client this this is not the save all be all if this is your last your last touch last down like last whatever I don't know trying to do a sports analogy and it's just not working but anyway yeah Anna what were you gonna pop I gonna say is your advice different if the goal of the Facebook ads as visibility and followers as opposed to converting and Lead leads and uh Revenue so if it's visibility and followers I come from a place of profit is there a profit other profits in in your business that can support the marketing because yes visibility is good but followers that's a vanity metric online I've had plenty of clients who their revenue shocks me and their followers are so few on on Instagram or Facebook or or YouTube the places we tend to look for followers so followers does not equal Revenue if you have a tried and- true strategy again success leaves Clues so it tends to be an organic visibility thing first that you're pouring Facebook ad money on second but you can do ads for visibility but is there already The Profit there to handle that thank you for saying that follower count does not always equal great success in the profit column y yeah and I think that's something that a lot of business owners who don't understand Marketing in depth don't realize that is one of the things that they look at and say this is so important and why is it so low or we need to boost this number or okay so moving on then after that first question we're going to throw this one what are some of the most common mistakes with Facebook ad campaign setups into the dirt yeah so when you showed me this question before this episode I was like how do I answer this concisely there's so many because I do consultation calls where I just jump on Zoom we look at your Facebook ad account so I'll give you three how does that sound perfect quick and dirty yes one mistake and it's hard to put these which one is the biggest mistake but one mistake is someone who sets up their Facebook ad manager is not looking at the right data to determine how their ads are perform performing so in this order you want to look at your cost per result the next thing that is super important cost per result is in how much a lead is costing you right or how much a sale is costing you the next thing that's the quickest way to to determine if an individual ad is working or not is looking into a column called link clickthrough rate and you can Google how to set up these columns but if you look at the link clickthrough rate you want 1% and that is the percentage of people that see your ads that actually click on the link in your ad to go out to your landing page to your sales page Etc so this is like a hockey stick or a logarithmic curve if you will I like hockey stick better and what that means is if you have 1% that's good if you have 1.25% you're already way up that curve and that's extraordinarily good if you have 75% link click-through rate that is horrible turn that ad off and go back to the drawing board another mistake is too many people because data can be hard to set up just go with okay I only have the Facebook pixel installed and for some reason inside of my ad manager I can't see the results like the cost per sale or the cost per lead but that's okay because I'm just going to go back to my email system and gauge how many emails have come in roughly and I would say don't do that please take the time to make sure your pixel Facebook pixel meta pixel is installed correctly and set up the conversion API that's the meta conversion API so that you're getting as much data as possible as accurately as possible because how can you manage your ads successfully without data this is your money is too important this is not a guessing game you've got to get that data third mistake and final mistake that I'll share here is you have to choose inside of Facebook because it has so many different options the correct objective for your campaign and the correct conversion event so I'll only give you three because these are the main three you go for if you want to run leads to a lead magnet you have to choose the lead objective and your conversion event should be leads I wish I had a visual so I'll just try to speak simply and straightforward if you want to run a sales campaign because you're selling something it could be cheaper and this is where people get caught up to choose the traffic objective but don't do that Facebook's algorithm is super Advanced it's been optimizing on millions of people 52,000 data points per person that means in this day and age 2024 May 8th at the time we're recording this video please choose the objective that directly aligns with what you want to do so if you want to sell something choose a sales objective and then the conversion event that goes with the sales objective is a purchase conversion event I had a client once who I hopped on a call with her and she was optimizing she chose the initiate checkout event and it makes sense Facebook find me more people who will go and start the checkout process but no because Facebook actually can tell the difference between people who will start the checkout process and complete the checkout process so I think I said three things but we'll stop right there guys can you tell that he literally has even more and but this is why it is so important to get knowledge and education from an expert in the field yeah I like I love that it's yeah it's almost like you when you're talking about the right objective one it's yeah you're sending yourself to the wrong Pond and you're over there you're catching bad fish right it's not the right fish and they've eaten your bait and now you got to get more bait and it's just analogies that Selena is coming up with we're going fishing yeah we're going fishing it's it's how I live my life you guys I live by analogies because I just need to see some corelation no I oh man these were great nuggets great nuggets yeah I think the thing too is if you are an inexperienced Facebook person if you're inexperienced with running ads on that platform some of what you said isn't going to make a whole lot of sense necessarily right or they'll be like like I know what he means by that and this is where like all of a sudden I start to think in my head wait a second what are we am I qualified to build out this campaign for myself you know what I mean I think that when we go like we said at the beginning we're doing this in two segments and so maybe what we'll start off our next segment with is asking that question yeah but wait we still have that that third question right the ads and graphic video question we do have yeah this is a great way to okay we're gonna we're gonna shift I don't know I like shuffling it keeps people like oh the screen has changed again okay so question number three for you quo is what's better for or Facebook Graphics or video I know it's easier to create right but what's better and I'm not giving this as a cop out but the typical marketer answer is you need to test so always test both so the answer is yes now what I'm seeing in my client accounts right now is reals video is working better and I'm sure any one listening to this podcast has read a blog or heard another podcast of people saying hey it's video It's All About video Facebook and Instagram these platforms want to push video because video holds people's attention longer it stays on the platform this is about helping Facebook achieve its goals which is eyeballs longer on the platform yes but test it in your business so right now if you're going to do video the easiest way is to just look at what's working or organically for you head down to your or head over to your Instagram account look at the reals Tab and just look for what's getting the most plays or if you want to be fancy jump into your Instagram insights on your mobile device which is the easiest way to find them and see what kind of reals that you've made are getting the most reach and then simply go and download that creative and then put it in an ad now obviously you're going to get content that's related to say your launch or related to your lead Magnet or the thing you're selling but that's what you can do with a video and at the same time why not make a couple of Graphics again because videoos really hitting right now don't spend a ton of time on Graphics but why not make two to three Graphics set up a very simple retargeting campaign and so people see the video at first if they don't bite so to say then they might see a retargeting ad like that's a graphic later on and that's okay so video is working now yeah that that's genius though you just said you gave people a strategy and that wasn't even the question this is why you're so amazing strategist write down there right exactly I love that it's so you yeah oh gosh okay yeah yeah I I gotta ask a question though I want to know okay let's say you're just not a video person or you don't know really how to optimize video very well right so you're just more comfortable with Graphics you're not getting because what you hear is like analytically if you aren't putting video out you're getting punished and I'm going to use that word right punished by the platform you're on because you're not using what they want you to use at that current time does that run true with ads uh are there consequences for not playing the game in that sense let's rather than say punished how about you're not getting the extra love okay there you go organically right if you do what the platform enjoys then you're getting the extra platform love as in the lift algorithmically with ads you can run whatever kind of AD you want if you just want to do a square that's white with black text and you want to put 300 little tiny words on there go ahead and do that what Facebook will do though is they might let you run that ad nowadays but they'll charge you more for it so it will cost you because remember this is a Marketplace Facebook ads you're competing for this narrow strip called the Facebook feed and the Instagram feed in all the people who you're trying to show your ad to you're competing against other advertisers so if you make if you do whatever you want Facebook might show your ad will but you'll just be charged more for it by Facebook so your question is are there things you should not do in a Facebook ad I think it's more just if you're not if you're not playing that best practices game and then you're not getting that answered it right if you're going to if you're going to run ads like really look at what's working now because if what's working now if you follow that format you're going to get see the results that you're looking for versus sticking to your dead set ways like you said white white background with 3,000 words of text on it not 201 anymore so yeah the best practices if you want your ad cost to come down but then some of the tried and true things do still matter like copyrighting or messaging or if you're not a copywriter like I am not then just spend some time before you write your copy looking into the people you serve and you know how you serve them but do you know the real core problem that they're coming to you to solve sometimes the thing that you help them with isn't the reason are coming to you find that reason and then find some of those pain points that are related to that those frustrations that could be how they feel internally it could be the things that they're suffering externally but if you spend two hours even perusing the internet looking at the places where people like to be whiny pants like on Reddit and the comments in YouTube the complaints on related books in Amazon just spend some time there and you will find frustrations that people truly have around the solution that you provide because the solution you provide solves a pain point and that will help you in your ad copy because then you can speak to those frustrations and lo and behold your ad cost will start to come down because you're truly helping people you're truly showing them that you have the answers that they need to their problem good stuff we went the extra mile is why I love him I want to give a high five to all Reddit complainers thank you very much I think my husband lives there I think I'm pretty sure Hees a complain and whiny pants but hey look we want to be mindful of time and we want to run into the second segment of what we want to ask because we know that Pedro's a busy man all right so all of this information I'm loving the breadth and depth of what we're talking about here but how do you know like when it's time to say it's too much for me and it's time to bring on somebody like yourself quo like how do you know when it's time to do that that's that's a big step in a business especially a small business right yeah yeah it is yeah I think we're gonna answer this in the next segment it has to do with money but it also has to do with where you're at in your business and the other things that maybe you should be spending your time on I will speak directly to those in the next episode we're gonna bring up quo's toolkit that we um want to share with you guys and I'm gonna have poo just share like what this is and we will make sure you have all the links on our blog in the comments in every description on YouTube and uh all our podcast descriptions P what is this toolkit that people should add to their repertoire because I consult people on an hourly basis from time to time month to month like these are the things that when I jump into somebody's ad account I'm like oh my gosh why are you doing this change this mistake now you're just throwing free money at Facebook which is not good for your business so I put the seven top ones there and this is not just lead magnet fluff there are seven mistakes and for each mistake I just hopped on loom and I recorded myself inside of a Facebook ad account talking about the mistake and showing the quick simple solution so like each mistake has like a five minute or shorter loom video that shows the solution and that is the lead magnet seven biggest mistakes that course creat Facebook ads people this is gold right here right because we've already just heard how quo explains things and that he does not Whiffle waffle I'm just going to use that term again he's not Whiffle waffling around so I can imagine if you are running Facebook ads you pull this lead magnet and you walk through them if you're doing even one of them he just saved you so much money yeah yeah so like Selena said we're going to drop all the links it'll be in all the places so I got really excited I'm throwing up my mic things going everywhere yeah if you're listening to us on the podcast Anna's literally throwing things around on your screen hey quo tell everybody where they can continue the conversation with you if you guys you are on the podcast you have no idea if you cannot find quo you are not really truly even trying I can't believe you found so many places to find me by the way when I love like when I love and I'm inspired by another Creator I will be I'm G to share them to the rooftop and make sure that wherever somebody is they know but hey tell us your top three even though there's seven on here if you want to talk to me I am in my DMs on Instagram go and say hi to me if you like the ideas that I'm talking about and the way that I present them then you'll love listening to the art of online business podcast which is on Spotify it's on Apple you can watch my funnel analysis if you will my funnel breakdowns where I analyze landing pages and sales pages and this sort of thing watch the podcast on YouTube at the art ofonline business and then also your episode Selena we could see you could see Selena on my podcast if you go to the YouTube channel that was like the best conversation quo it was a really yeah yeah yeah yeah you guys look look we have he's on Facebook on Tik Tok on LinkedIn everywhere you have to find him and just kind of connect in some way but man this is that part where I'm gonna I have to shut up actually quo and then what I do is I put on Oscar music does and then I close out the show because otherwise Selena just keeps rambling and rambling so we are going to say thank you to everyone for joining us today on the the 15ish minute coffee jet quo you have been an amazing guest on not one but two episodes of this season and we appreciate your just everything that you dropped for our audience today and everything all the great tips that you gave them thank you so much first for the amazing person you are but also for all of the great business advice you just gave us about Facebook ads you're welcome all right you're welcome now everyone come find us at an and selena.com we love being on LinkedIn we're on Facebook on Instagram or your favorite podcast platform the 15ish minute coffee chat we look forward to seeing you on our next show goodbye yay