Perpetual Traffic By Digitalmarketer | Facebook Advertising | Social Media Marketing | Digital Marketing I

This week we’re talking about how to build a profitable AND scalable agency. Ralph is breaking down the 3 steps that have grown Tier 11 by 4,000% in the last 8 years: attracting A-players, using simple software and tools, and creating systems. Listen to this episode of Perpetual Traffic to get the details on how to hire, what tools to use, and how to systemize your agency. IN THIS EPISODE YOU’LL LEARN: The 4 characteristics Tier 11 looks for in their employees: emotional intelligence, humble when it comes to change, enthusiasm for learning, and marketing IQ The 4 tools that run Tier 11 and how they’re being used daily: Slack, Trello, Tetra (?), Zoom The 3 tips to systemizing your business: Create a checklist of your SOP, have a shared document, and make sure you’re consistently updating How Tier 11 is acquiring new customers: Facebook ads, podcast leads, cold traffic funnel, and referrals   LINKS AND RESOURCES MENTIONED IN THIS EPISODE: The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join The New Rich

In this episode, we have return guest Nehal Kazim, here to explain how to use Facebook’s CBO feature. As the CEO of Amplifii, Nehal has hit the ground running to figure out how to use campaign budget optimization before Facebook made it mandatory in September 2019. He talks about how he initially starts a campaign, what scale looks like with CBOs, and the pros of dynamic creatives. IN THIS EPISODE YOU’LL LEARN: What mistakes Nehal was making in his CBO campaigns and how he found success by testing the number of ad sets Why Nehal uses a $1,000 budget to scale fast when a campaign does well and pause quickly when it doesn’t How to target: Start with open targeting, move to interests with 10M+ and interest with 20M+, then lookalike audiences that are 10% of your highest intent audience How Nehal turns off CBO campaigns and overcomes the effect it has on other ad sets LINKS AND RESOURCES MENTIONED IN THIS EPISODE: About Campaign Budget Optimization About Dynamic Creative Ad Pros Amplifii Nehal on LinkedIn E

Today we’re sharing the 5 Facebook plays working best for Molly right now. These plays are the strategies she’s using to scale traffic and acquire more leads and customers for her clients. Molly explains which businesses should use each play based on the product they’re selling, who should see each play (cold and/or warm leads), and shows us client examples for each of the 5 plays. IN THIS EPISODE YOU’LL LEARN: Play #1: Direct To Product Page used on specific avatars that are ready to purchase Play #2: Presell Articles, used for cold traffic to build up the desire for the product Play #3: Direct to Lead Magnet, used to capture lead’s information Play #4: Direct to Free Video Series, to convert cold leads into subscribers Play #5: Dynamic Product Ads, for cold and warm traffic LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Inside Molly’s Paid Traffic Playbook: 5 Facebook ‘Plays’ to Make More Profit DIY Gift Kits Ad Library Panda Planner Ad Library 5 Makeup Tips For Older Women Which Type Of Course Should

In spite of the challenges it faced in 2018, Facebook still remains the 800 pound gorilla of the social media world. With over 7 million advertisers and a combined 3 billion active users, it's where your customers are—and the ideal place to advertise your product or service. In this episode, Ralph reviews 7 statistics that every Facebook advertiser, or would be advertiser, should know. Whether you're brand new or have been buying Facebook ads for years, you won't want to miss this episode to gain further insight on why the platform is so influential and as a marketer, how you can leverage it to launch, grow or scale your business. IN THIS EPISODE YOU’LL LEARN: The amount of time people are spending on Facebook, Instagram, Youtube, and Snapchat Why advertisers need to make short form videos with text overlay or upload SRT files  The reality of the death of organic reach on Facebook and how much businesses can expect to pay daily to advertise Why all Facebook posts need to be made for mobile first and desktop

This is Part 2 of our Q&A with Ralph and Molly! In this episode, our hosts, and marketing geniuses, answer your questions via Molly’s Facebook group. Ralph and Molly talk about why you should focus just as much on your objective as your hook and creatives, Instagram’s like-removal test, and how they use campaign budget optimization (CBO). IN THIS EPISODE YOU’LL LEARN: Why to use catalog sales and conversion objectives at every level of your funnel Ralph & Molly’s take on Instagram’s like-removal test The recommendation of 3–6 ad sets and 2–6 live ads/ad set when using CBO How to use broad targeting on Facebook to find your audience in Australia Ralph & Molly’s meditation, exercise, and supplement routines LINKS AND RESOURCES MENTIONED IN THIS EPISODE: BOOM! Presell Article  About Campaign Budget Optimization Omvana Meditation App HPX Optimized Marie Forleo Gabby Bernstein Tier 11 Open Jobs Episode 33: The Ad Grid: How to Build Campaigns that Convert and Scale Episode 145: How to Amplify Your

We’re doing things differently in this episode.  Episode 215 of Perpetual Traffic is AMA-style, dedicated to YOUR questions. Molly and Ralph fill you in on the upcoming Facebook shift to campaign budget optimization, how to get people to go from blog reader to buyer, and the two objectives you should be testing your campaigns with. IN THIS EPISODE YOU’LL LEARN:  What to know about Facebook’s campaign budget optimization (CBO) and how to prepare for its official launch in February 2020 Molly and Ralph’s suggestions to get blog visitors to sign up for a consultation—give away your best content for free, have visitors segment themselves, make it a seamless experience with automation, and use a video sales letter How to test the regular conversion objective versus the value-based conversion objective LINKS AND RESOURCES MENTIONED IN THIS EPISODE:  About Campaign Budget Optimization About Value Optimization About Conversion Optimization for Facebook Ads Train My Traffic Person Tier 11 Episode 143: Cambridge Ana

What is pre-sell content? It’s a piece of content your prospects see before you ask them to buy your product. Here’s where most marketers get confused—pre-sell content isn’t a blog post. In this episode, Ralph and Molly explain what pre-sell content is, how to choose your topic, and when to use it. IN THIS EPISODE YOU’LL LEARN: The differences between pre-sell content and blog posts How to position pre-sell articles to improve your purchase conversion rates Strategizing your pre-sell article to dispel a myth Tier 11’s pre-sell case study and why it’s working so well LINKS AND RESOURCES MENTIONED IN THIS EPISODE: 5 Makeup Tips For Older Women The Real Reason You’re Losing Muscle Mass As You Age and How To Stop It and Reverse It Lumen5 Tier 11 Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads Episode 146: 3 Case Studies to Grow Your Business with Facebook Ads Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review. iTu

In this episode, Molly and Mikael Yang, CEO and Co-Founder of ManyChat, go in-depth on the upcoming messaging landscape. They talk about Facebook’s goal for the future of messaging, hear Mikael’s take on how Facebook can monetize messaging platforms, and answer questions live with Team Traffic. IN THIS EPISODE YOU’LL LEARN: How ManyChat got started and their strength in making decisions quickly and efficiently  ManyChat’s plans for integrating onto more messaging platforms (WhatsApp, SMS, iMessage, etc.) The future of iMessage after its new enrollment with Shopify’s live chat feature The #1 mistake businesses are making around Messenger marketing: Messaging isn’t THE marketing strategy, it’s PART of your marketing strategy LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Oli Billson Neil Patel ManyChat Team Traffic Messenger Marketing & Chatbot Mastery Conversations Conference Mikael on LinkedIn Episode 94: The Future of Messenger Marketing with ManyChat CEO Mikael Yang Thanks for joining us this week. W

This week we’re talking about 3 major topics trending in the Facebook ad world and why they are essential for every Facebook marketer to know: asset customization for placements, instant experiences, and dynamic ads. Molly and Ralph give us the inside scoop on the tests they’ve been running to experiment with these different strategies, the ROI’s they’re getting, and their tips and tricks for amplifying ad success for each. IN THIS EPISODE YOU’LL LEARN: The problem with asset customization and dynamic creatives: they don’t aggregate social proof How to use a pre-sell article as an instant experience by using it on your landing page Why using dynamic product ads with different objectives and large or no audiences are working for cold traffic conversions LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Canva Customize Your Ad Creative for Placements Bring Brands and Products to Life with Instant Experience Reach a Broad Audience with Dynamic Ads for Products Productsup Your Complete Guide To Product Catalog

Did you know the seasons can affect your ad’s success? For example, summer is a triggering consumer event that can make it seem like your ads aren’t doing as well as they used to, but don’t be fooled. Seasonality can affect the performance of your ad campaigns (especially if your products aren’t pool floats)—but it doesn’t mean your ads are failing. In this episode, Ralph and Molly explain why you can’t be fearful of these financial dips (and the spikes) and the metric mistake that’s making your ads feel like a failure when they’re actually doing well. IN THIS EPISODE YOU’LL LEARN: The reason you might be seeing a dip in CTA’s and results across Facebook, Google and Youtube ads right now (and why you don’t need to freak out) Why you shouldn’t turn your ads off if there has only been a decrease in results for less than 7 days  Molly and Ralph’s money mindsets and why you need a good relationship with money to find success as a media buyer or entrepreneur Why it’s normal to get a lower ROAS as you scale your c

Facebook marketing is a 3-legged stool and most marketers are neglecting the third leg: conversion tracking and dev. Even huge businesses aren’t utilizing the Facebook pixel correctly. In this episode, Ralph and Deacon Bradley, VP of Operations at Tier 11, explain how to avoid being one of these marketers, the pros and cons of the 2 different types of conversion tracking, and the best practices and common errors. IN THIS EPISODE YOU’LL LEARN: The 3 jobs of the Facebook pixel: conversion tracking, audience building, and campaign optimization 2 main types of conversion tracking, where to find them, and when and how to start using them: URL-based custom conversions and standard events When Facebook might deduplicate your data: users bookmarking your page, tripwire pages with a mailing list, back clicking to a webpage, and lead thank you pages How to use enhanced standard events to go deeper with audiences and custom conversions LINKS AND RESOURCES MENTIONED IN THIS EPISODE: The Facebook Pixel Use Custom Conv

We know you’ve heard of Taylor Swift—but you may not have heard of the person who helped her rise to fame: Rick Barker. Rick is a music industry legend. He’s the former manager of Taylor Swift and now teaches everything he’s learned about digital marketing in his online courses and books. Rick talks to Ralph and Molly about his content marketing secrets, how he’s utilizing paid traffic, and what it was like launching the career of one of the largest pop stars in the world.  IN THIS EPISODE YOU’LL LEARN: How Rick landed the job as Taylor Swift’s manager without any management experience Rick’s strategy of treating each platform (Facebook, Twitter, Instagram, etc.) like its own venue  The 3 content strategies to abide by: talk to your audience, show up every day, and create valuable content The right way to ask your warm audience to watch your content and subscribe to your profiles (without asking them to subscribe) LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Taylor Swift’s Website The Millionaire Messeng

This episode is dedicated to what Facebook advertising strategies are working right now (since they are always shifting and changing). Ralph and Molly give us juicy updates on the new ad features coming to Instagram and Facebook, the ad types and templates working best for them, and how Tier 11 is using a Trello board to test different concepts and hooks. IN THIS EPISODE YOU’LL LEARN: Instagram’s new update to put ads on their Explore page Reach estimates for custom audiences are coming back in July (!!!) Three types of ads working really well right now: Video ads with text banner at the top, ads with five gold stars at the top of the newsfeed text, Yankee Clipper ads, The 2 ad templates to use: Testimonial and review How Ralph is using his Trello board to change his agency LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Instagram will start putting ads within the Explore page BOOM! By Cindy Joseph | Ad Library Facebook Ad Library The Five Levels of Customer Awareness Episode 207: 6 Scroll-Stopping Face

This week we’re talking about one of the most important, and difficult, parts of ad campaigns—the copy. In this episode, expert copywriter Alex Cattoni sits down with Molly to talk about the 6 copy secrets used by top marketers, how to scale your campaigns by adding different angles, and why all marketers need to understand the basics of psychology. IN THIS EPISODE YOU’LL LEARN: Alex’s copywriting reverse engineering process of defining the features, benefits, pain points, core pain point, and the reason why a consumer hasn’t been able to solve their pain point(s) in the past The 4 emotions to use in your ad copy: nostalgia, history, pride of knowledge, and schadenfreude Why you need to be using visuals and video in your ad creative The importance of brand guidelines and how to use congruence to lower your acquisition cost LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Alex on YouTube Ad Copywriting Tutorial: How to Write Ad Copy for Google Adwords, Facebook Ads & Display Campaigns It's Not About the

How do we grow brand awareness? By meeting your audience in the right place, at the right time. Learn to do just that with Mike Rhodes, Founder and CEO of Web Savvy, as he teaches you how to approach customers based on how well they know your brand. Molly and Mike discuss how to segment your audience, what search terms your website needs to rank for, and which of Google’s features to use for specific campaigns. IN THIS EPISODE YOU’LL LEARN: The 5 levels of awareness on Google and how to use them to reach your customers How to combine your brand competitor and non-brand search campaigns How to bid on competitors without lowering your quality score and the 2 questions to ask before bidding Mike’s #1 recommendation for marketers looking to reach their cold traffic LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Breakthrough Advertising Adbeat Episode 194: The Google Ad Profit Curve with Mike Rhodes, Live from T&C 2019 Episode 202: Merging the Worlds of Facebook, Google, and Amazon Advertising Episode 20

This week we’re talking about something in advertising that gets glossed over too often and isn’t focused on enough. Creating the right hook for the right audience. One of the most important—yet forgotten—elements of a Facebook ad is the hook. In this episode, Ralph and Molly talk about how to create a hook and why it all starts with the customer avatar. They’ll walk us through their case studies, explain their strategies for deep diving into avatars, and go over the importance of testimonials. IN THIS EPISODE YOU’LL LEARN: An example of creating a hook for different yoga enthusiast avatars Why market-centric businesses and product-centric businesses can’t have the same type of hook How to research your avatar and use Facebook to find their interests The hooks Molly is using for her client selling planners How long you should be doing customer avatar research and why it’s the bread and butter of marketing Two places to find hook ideas: previously successful Facebook ads and Facebook page posts The 3 primary

Are you still confused on how to use bots to get conversions? Don’t worry. This week’s episode will help clear some things up. In this episode, Molly interviews CEO and Founder of Messenger Funnels Mary Kathryn Johnson. They talk about the common pain points marketers have with bots, why you can’t approach bots like you do email marketing, and how to turn ordinary marketing into extraordinary conversations. IN THIS EPISODE YOU’LL LEARN: Why Mary sees less interest in bots in 2019 than there was a few years ago What expectations to set for your bots, and what 2 metrics to analyze—conversions to sales page and sales The differences between writing copy for bots vs. for social media campaigns, landing pages, etc. and why you can’t talk about your product Mary’s bot copywriting formula—talking about your avatar (not your product), and breaking down an email into 1 sentence, and then into 1 word How to take that 1 word and create a back-and-forth conversation between bot and prospect The future of bots and the op

This week, Ralph flips the switch and instead of telling us how to make great Facebook ads, he critiques 2 Facebook ads for us. In this episode, he’ll go in-depth on his 2 favorite Facebook ads, their video scripts, and the copy behind them. Ralph will explain what’s so great about them and how you can make similar ads to increase your brand awareness and conversions. IN THIS EPISODE YOU’LL LEARN: How to see the library of a business’s Facebook ads: Go to their profile →  Click Page Transparency on the right-hand side → See More The video formula Dr. Squatch is using in their Facebook video ads Ralph’s preference of putting 3–5 benefits into each Facebook video Why Ralph loves the Facebook video ad by Ministry of Supply The #1 critique Ralph has for the Dr. Squatch and Ministry of Supply marketing team LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Dr. Squatch on Facebook Dr. Squatch Ad Library Ministry of Supply on Facebook Ministry of Supply Ad Library Thanks for joining us this week. Want to subscribe

Two marketing worlds collide as Ralph talks with returning guest Brett Curry, CEO of OMG Commerce, about marketing on the top ad platforms, like Facebook, Instagram, Youtube, Google, and Amazon. Based off a shared client, Ralph and Brett have realized just how well Facebook and Instagram ads work with Youtube and Google ads. Ralph has seen a 10x (PLUS!) increase in ad spend and Brett has increased his Google spend to 3x. Their client is seeing a serious ROAS, and in this episode, they’re going to show us how to get the same results. IN THIS EPISODE YOU’LL LEARN: What attribution to strive for when using Google, Youtube, Facebook, and Instagram campaigns together Why you should use top-level ad platforms (Facebook, Instagram, Youtube) for consumers that aren’t aware of the problem your product solves Why to use an in-market audience, a custom intent audience, an affinity audience, demographic targeting, and contextual targeting—and when to use all of them The 3 questions Brett asks when creating campaigns—wha

In just 18 months, Jay Shetty has accumulated 3 billion Facebook views. How, you ask? Well, in this episode, we’re giving you the wisdom Jay Shetty shared with the Traffic & Conversion Summit 2019 attendees about making content go viral. Jay explains how he hacks the Facebook algorithm, how he shifted from an unconscious competent marketer to a conscious competent one, and how he monetizes all of his traffic. IN THIS EPISODE YOU’LL LEARN: The 5 elements making content go viral and why all content needs to use at least 1 of them Jay’s viral strategy of going live before posting a new video, replying to comments for 1 hour after posting, and resharing the post 1 week later 8 rapid-fire questions that will tell you how to make video content in 2019—how long videos should be for each platform, what percentage of b-roll to use, the best upload days and times, etc. Jay’s schedule of creating all of his content within 9 days of each month and spending the rest of his time in business development LINKS AND RESO