On the Content Champion Podcast this time, we’re looking at how to get leads and clients running Facebook ads.
My expert guest, Lucas Lee-Tyson of Growth Cave, currently manages over $50,000 a month in Facebook ad spend for his clients – and has a proven system that works for every business.
So let’s dive in…
Listen To Lucas’s Show On Facebook Ads
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- Learn about Lucas and hear his backstory
- The story behind Growth Cave
- Lucas shares his own success driving leads with Facebook ad campaigns
- Why Facebook ads are the right thing to do for most small businesses
- The two types of campaigns you should focus on at first
- Lucas gives us an overview of his Facebook ads funnel system
- We walk through a real world small business Facebook ads scenario
- How we should optimise our Facebook campaigns for maximum conversions
- Where we can find Lucas online (and details of his new course)
- The PS Question – Lucas shares a superb Facebook ads tactic you can use right after the show!
Watch The Video Podcast
Loz James: Welcome to the Content Champion podcast. On the show this time, we’re looking at how to get leads and clients running Facebook ads. My guest today, Lucas Lee-Tyson of Growth Cave, currently manages over $50,000 a month in Facebook ad spend for his clients and has a proven system that works for every business. So let’s dive in. Thanks for coming on, Lucas.
Lucas Lee-Tyson: Thanks for having me Loz, great to be here.
Loz James: Okay. Firstly, tell us how you got into Facebook marketing.
Lucas Lee-Tyson: Yeah, definitely. So I’ve been in digital marketing for awhile now, probably five or six years now. And the way I got started in Facebook ads, like I’d always known about it, but the time when I really focused in on it was last summer. I was working at a job at this tech company that spends a tonne of money on paid advertising. They’re spending about a quarter million dollars a month every month on Facebook ads. I mean, they were getting pretty solid return on it. So it kind of made sense for them to keep doing it. But to manage that massive ad spend, they were paying an agency around 8%. And if you do the math on that, that’s around 20 to $22,000 every month. Did the math of all wrong there, every month to manage that.
Lucas Lee-Tyson: And to me, this kind of blew my mind because, you know, like I said, I’ve been in digital marketing for a while now and ultimately the work they were doing, it wasn’t bad, but in my opinion, it wasn’t enough to command $20,000 a month, you know, that’s a massive amount of money. So that very same day I got, I went home and started reading up on Facebook ads, trying to learn how I could get started freelancing into it. And since then I’ve worked with a tonne of different clients across a wide variety of industries, just managing their Facebook ad campaigns.
Loz James: Okay. So tell us about Growth Cave. How did that start?
Lucas Lee-Tyson: Yeah, so Growth Cave started… I think I technically registered the domain right when I was first getting started with freelancing and I thought it was going to be like, oh, this will be my central freelance website. This is where I’m going to send all my clients. And then ultimately I never did anything with it for a long time just because my clients, they just wanted to see case studies and get on the phone. I realise a website at that point, it was kind of a waste of time.
Lucas Lee-Tyson: But after a while, I was managing all these Facebook ad campaigns, and I would participate in these Facebook groups and these online forums with other marketers, who basically wanted to learn more about Facebook ads. And I would share my tips and people would always ask me, “Hey, do you have a website or a blog or something?” And I would say no. And so that was the point when I realised I should probably put something out there that’s kind of a central hub where I can send people if they want to learn more about Facebook ads. So that was probably around December, January, just a few months ago. And we’ve grown it pretty significantly since then. We just provide a tonne of free resources for entrepreneurs and marketers or like, who want to learn more about Facebook ads.
Loz James: Okay. So how long have you been freelancing since you left the company?
Lucas Lee-Tyson: Yeah, so I got started freelancing technically in June of 2018, so almost exactly a year in about two weeks.
Loz James: Okay. And you’re already managing $50,000 of client ad spent a month.
Lucas Lee-Tyson: Correct. Yeah.
Loz James: Wow. Okay. So, A), tell me what I’m doing wrong and B), tell us some of your successes driving these leads. Give us some examples. Whet our appetites with what we can achieve with Facebook ads.
Lucas Lee-Tyson: Yeah, definitely. So in terms of getting clients and client acquisition, the biggest tip, it’s kind of a cliche at this point, but it’s not something you realise is how important until you really start doing it. And it’s just the saying that the riches are in the niches. And when I was first getting started as a freelancer, I was marketing as myself as just a PPC specialist. So I was doing Facebook ads, Google ad words, basically anything related to digital advertising. And I did that for a few months until I realised that one, the work that I enjoyed doing the most, and two, the work that I was able to deliver the best results for, was Facebook ads. And it was at that point I basically said, I’m the Facebook ads guy, you know? And at that point I was like, okay, this is a pretty well defined niche.
Lucas Lee-Tyson: That was as far as I needed to go. Until I started looking at a lot of bigger Facebook ad agencies, obviously like hundred people teams. And I realised that all of them, they were doing the same things. They were just a Facebook ads agency, but they were niching down even further. And I have so many examples of agencies that I’ve found where it’s like, they only do Facebook ads for ecommerce ,or they only do Facebook ads for gym owners, or Facebook ads for realtors, whatever. And basically I realised that that’s how specific you need to get, and when you do that, it really becomes a lot easier to acquire clients because all of the previous people that you’ve worked with, you can just point to and say, hey, here’s five other realtors that I’ve done this exact work for, here’s five other ecommerce companies that I’ve delivered this exact result for it. And you kind of become the industry leader in this little sub niche rather than just being a small fish in a big pond, so to speak.
Loz James: For sure. Okay. Playing devil’s advocate. I’ve also come across a lot of agencies that do the niche of the Facebook ads that don’t work. And for a lot of small businesses listening to this, you obviously know exactly what you’re talking about, which is why we’re talking about this. But for a lot of agencies, a lot of businesses might have been to an agency and then that agency, like your first example, charging a lot of money, not necessarily getting those conversions and that return on investment that’s so important if you’re not a high cash flow business, if you’re a small business. So what are the benefits for small businesses of running Facebook ad campaigns? Get us excited about them again for people that might have been burnt in the past?
Lucas Lee-Tyson: Yeah, definitely. So I guess it really depends on the sort of business. I guess the two would be B to B and B to C. For B to B businesses, ultimately we’ve seen client campaigns where they’re spending minuscule amounts of money, like five to $10 a day. That’s under $500 a month and they’re able to land massive client deals with it. Like we worked with a realtor who was spending, like I said, below $500 a month and they just landed a $50,000 client, which to them is massive. And if you do the math on that, that’s a hundred or a thousand times return on investment. That’s kind of the big one. And that ultimately, I think it’s important to realise, is that when it comes to paid advertising, you don’t need to spend a tonne of money if you want to see results. If you have an established business that already has traffic coming to your website, you already have existing customers.
Lucas Lee-Tyson: There’s a tonne of different ways with Facebook ads that you can monetize that and I’m sure we’ll get into that a bit later. But then also for B to C, I guess the biggest thing that we see with consumer facing brands is how quickly they can scale. And we work with a lot of ecommerce companies, like I said, that are kind of small. They’re definitely not doing poorly by any means, but they’re kind of stuck and they’re kind of in that 10 to 20 years, maybe 50k a month range when it comes to their revenue, and they can’t seem to get past it, just because they’ve gotten to that point doing things that don’t scale, like social media, organic search, all of those things.
Lucas Lee-Tyson: And the beauty of Facebook ads is if we come in and they’re stuck at 20k a month, like I said, and we find a winning campaign for them. We’ve had cases where we’re able to double their revenue to 40 or 50k total in under three months, which to them it’s a complete business changer. In 2019 there really isn’t another channel that allows you to achieve that sort of growth that quickly. And it, to me, I think that’s the big power of Facebook ads.
Loz James: Okay, I’m sold, where do I sign? Right. Let’s look at what you’re doing then. Let’s dig down into your Facebook ads system and get an overview first, and then we can look at the component parts. So what are you doing to double people’s revenue in three months?
Lucas Lee-Tyson: So when it comes to growing that quickly, ultimately the first things that we kind of need to put in are our easy winning campaigns. And the two that we kind of go into there are one, remarketing campaigns and two, what we call loyalty campaigns. So remarketing, for people that are marketing, most people know it, it’s just advertising to people that have already interacted with your brand or your website in some way. So an easy example of this is ecommerce. If someone adds an item to their cart but then ultimately doesn’t purchase it, that’s a really hot prospect. They kind of just need that little push to get over the buying hump. And when we set up those abandoned cart campaigns, we see return on investments anywhere from like five x ROI to 20 x ROI. And that’s something that a business of any size can set up, where you literally start those campaigns at five to $10 a day.
Lucas Lee-Tyson: And we usually see them recapturing those abandoned carts within a matter of days. So even if you’re a small business, maybe you’re only generating a few hundred or even just a few thousand dollars a month, you can set up a retargeting campaign and you’ll almost guaranteed be making more money from it. For businesses that are much larger, obviously the benefit is going to be, again, a lot larger, but those sorts of campaigns, they can be started really small, they don’t require any sort of massive investment.
Lucas Lee-Tyson: And again, like I said, because you’re kind of capturing those really hot prospects, that it’s almost guaranteed to work. We’ve never had a case where a business is generating revenue and we set up that campaign and it just doesn’t work. The second of which, like I said, is loyalty campaigns. So this is something that I think a lot of business owners and a lot of marketers kind of overlook, is that they have these previous customers, people that have already engaged and purchased from a business in some way, but then they completely disregard them when it comes to advertising just because they think like, “Oh, if we want to get rich than we need to find all of these new people we need to, we need to find that cold audience that we’re just going to spend $1 million on.”
Lucas Lee-Tyson: When in reality, I’m sure a lot of marketers know that it’s like 10 to 20 times more expensive to acquire a new customer than it is to retain an old one. So that’s another sort of campaign that we set up on every client account. It doesn’t matter if it’s B to B, B to C, what price point they’re selling at. We’ll always set up an ad set targeting their previous customers and offering them either some sort of upsell product or service, some sort of add on product or service, or even just the same product or service. With ecommerce, that’s pretty easy. Just offering them various products that are related to the ones they purchased. And with B to B, it can be a little harder just because there’s some businesses where if they worked with you before then it’s kind of hard to get them to purchase from you again. But there’s a tonne of different ways that you can kind of get creative with that. But that’s definitely a really big area that I think a lot of entrepreneurs look over.
Loz James: Okay, well let’s look at a specific example then. It’s take the example of a plumber, a B to C business. Perhaps they want to build a funnel to re target boiler service customers. Talk us through how that would work, the different stages, what tools you’re using, are you tying it into their email list, what the ads would look like. Just give us a flavour of that, if you would.
Lucas Lee-Tyson: Yeah, definitely. So assuming that this plumber has some sort of website, I’m going to assume that their main money generating action on their website is people booking a call or submitting some sort of contact form that basically says, “Hey, I’m interested in your service and I want this.” The very first place that we would start, like I said, is with that retargeting campaign. And when you instal the Facebook pixel as it’s called, which is the tracking code that tracks all of the people that come to your website, you’ll be able to target people that visit specific pages on your website, but then don’t complete that revenue generating action. So in that example, the very first campaign that we would set up is targeting people that visited the person’s contact page but then didn’t end up submitting the form. And we would use a pretty small time range in that, depending on how much traffic their website gets.
Lucas Lee-Tyson: Usually we’ll start with last seven days or last 14 days. That’s kind of a pretty easy way to start. And when it comes to the ad for that, we really do want to call out the fact that we know that these people, they visited our website but they didn’t submit the contact form. And this is again kind of a common marketing concept of breaking the noise, trying to basically not appear like every other app. So if you start your ad copy, like say, “Hey, saw you checked out our website but didn’t end up hiring us. What gives?” That’s the sort of thing where if someone reads that, they’re going to be like, “Whoa, how do they know that?” You know? Like it’s not just another ad where it’s just “great plumbing services in London” where it’s just like a super generic ad that could apply to anyone. You really want to segment different messages for different parts of your funnel, so people know that you’re actually directly speaking to them and then they’re not just some generic number in your system.
Loz James: So that’s like a pattern interrupt, isn’t it? You see all these adverts on Facebook almost, and there’s one that’s really out of the box that’s directly targeted to you. And just backing it up a bit there for real novices, you say you target people who haven’t completed the form, you do that because they don’t land on the completion page. The thank you page is also pixeled and you’ve got everything on the back end of that.
Lucas Lee-Tyson: Correct. And yeah, there’s a few ways to set up that sort of logic within Facebook. One of the most common ways is, like you said, you set up a thank you page and then you basically do have a logic where it’s people that visited the contact page but then didn’t visit the thank you page, because then they must not have submitted the form. There’s also different, if you use some sort of submission form like optin monster, sumo, all of those have Facebook Pixel integrations where you literally just copy the code and it’ll do it all for you, which is pretty nice.
Loz James: And these tools are all really affordable, as is, I guess, something like active campaign, which we use. So you can do retarget using email marketing as well on the back end of that.
Lucas Lee-Tyson: Yeah, definitely. So that’s something that, it may fall into retargeting or it might fall into loyalty, depending on how you look at it. But it might be hard to actually to give an example with the plumbing service, but let’s just continue with that example. Let’s say the plumber has a free lead magnet on his website that says “five most common tips homeowners have when it comes to plumbing.” And to get the guide, do they have to enter their email address?
Lucas Lee-Tyson: So those people, theoretically, they’re not a cold audience. They’ve visited the website, they’ve chosen, they’re interested in this. This is a hot prospect that would be interested in these sorts of services. But ultimately they haven’t filled up that contact form, they haven’t hired them. What we’d like to do is, like you said, we’ll set up a Facebook ad campaign targeting those people on the email list and then excluding the people that have submitted the contact form. So then we’re targeting all of the people that are those hot prospects, but then haven’t ended up booking a call. And you can also do that over email, you don’t have to limit yourself just to one platform. It kind of makes sense to do both since you want to ultimately push those people over that buying hump, however possible.
Loz James: Okay, so top end of the funnel, they might’ve got to that contact page through organic search, the blog posts they might come into through social media, they might have come in through a Google ad or another Facebook ad on the front end. Been funnelled down into that contact page so that making that, taking that call to action, that one step further. And then all this stuff we’re talking about there happens on the back end to close them when they’re warmed up, as it were, because they’ve shown an interest and almost completed that form. But then we want to convert them on the back end with that retargeting. So what does the ad look like? Is it a photo of the target audience? If you are targeting a specific age group, it’s mainly male, would that be the the picture in the ad in Facebook?
Lucas Lee-Tyson: Yeah, so we do a lot of creative testing, mostly on images and like you said, we get kind of surprising results using just Facebook’s builtin stock photos. So when you’re actually creating the ad it’ll give you the option to upload an image, but then there’ll b a little tab that’s says stock, and if you just search in “plumber” or “male plumber” or something like that, it’s going to show you all of these free stock photos you can use in your ads. And we get, honestly, pretty surprising results with those, just because I think a lot of people think, “oh I need to invest in this high end camera crew. I need to do all these things.”
Lucas Lee-Tyson: When in reality, I think Facebook and all social media advertising is moving towards much more casual style things, that when you see big marketing companies, you can just tell when you look at like your Facebook newsfeed, you can tell how much time and money someone put into designing this advert. And ultimately the results that we’ve seen and the results that I’ve heard from a lot of marketers is that, the more casual something is, the more it looks like it kind of naturally fits into Facebook or Instagram. Those are the sorts of ads that we see do really well. And not only speaking on images, but we get decent results also just with simple iPhone videos, like in your example, if we had a plumber, we might just tell them, “hey can you record like a 30 second video with your iPhone just saying who you are, what you do and what sorts of services you provide.” Those sorts of creatives we find performed really well.
Loz James: Okay. So if it’s over polished and screams corporate, the response is down. Okay.
Speaker 1: You’re listening to the Content Champion podcast, showcasing the training and tools you need to become a content marketing champion in your online business.
Loz James: And in terms of the people that have been burned by Facebook ads in the past and listening to this, do you split test so that you know what’s going to work going forward, so you don’t scale up something or pour a load of money into an ad that isn’t going to convert? How does that work?
Lucas Lee-Tyson: Yeah, definitely. And I think a big part of that comes into people’s mindset going into Facebook ads. A lot of people, they go into Facebook ads, they don’t really have a clear goal in mind, they just say, “oh, I want, I want more traffic to my website,” or “I want more people to know about my business.” When ultimately if you put like $500 into ads you’ll never know if you truly succeeded in that or not, just because you don’t really know what you’re measuring, which is why I think every campaign that you’ve run, every dollar you put into Facebook, you want to be able to be making that money back. You never want to be putting money into a campaign into a funnel that doesn’t ultimately generate new customers or clients for you, just because that’s your ultimate goal, right?
Lucas Lee-Tyson: To grow your business, to make more money. So when we set up campaigns, we really need to design the funnel so that we can say, okay, if a hundred people opt into this lead magnet, then 10% of these people are going to buy this product or this service, so then directly we can know, okay, for every dollar we’re spending on Facebook ads, we’re earning $2 back or we’re earning $3 back, or whatever the return on investment is. Versus when you’re in the mud with all of these different marketing metrics, like, oh, our cost per click is 80 cents and our click through rate is 2%, you really have no idea, are these good or not? And it’s really a waste of time when in reality, I think the big thing that entrepreneurs and marketers should focus on is the ROI of different Facebook campaigns.
Loz James: So your plumber will work out that they’ve got a lifetime value of a client with a boiler service. Maybe they stay for three years and spend a thousand pounds a year so they know that’s 3000 pounds. So they know that if they retarget and get a certain percentage of those people to contact them, and then further than that, they’re going to close a certain percentage of those. They can work things back and pretty soon work out that, okay, like you say, if we’re spending upfront x amount and the funnel spits out this amount of profit, we can then scale that up and you can, once you split test the ads, you put one against the other and all that type of thing as well.
Lucas Lee-Tyson: Yeah, so usually the big things that we split test are different audiences, just because there’s a lot of people, there’s a lot of discussion on whether changing the image, changing the headline, do those cause big changes, when I’m sure they do, but I don’t think it’s going to be as big a change versus showing your ad to a completely different market. Like obviously those are going to be the big levers that you can pull that are going to drive change in your business. But yeah, like you said, we really want to map out the specific hard numbers, whether it be cost per acquisition, lifetime value, all of those things.
Lucas Lee-Tyson: So then can work backwards and say, okay, if we’re acquiring leads for $10 a piece, then we’re gonna make this much money back on the back end. All of those things, you don’t have to be super scientific about it, because again, all of these are going to kind of be destroyed once you start actually running Facebook ads and seeing what your numbers are. But just having a general ballpark and just having that mindset going in is really in my opinion, what separates the winners with Facebook ads from the losers.
Loz James: Okay. And how long would you run an ad campaign for Facebook before you said, okay, this one isn’t working, let’s try something completely different.
Lucas Lee-Tyson: So when it comes to split testing and just different time ranges, usually we do it pretty short. Honestly, we can determine if something is working within the first three or four days. Obviously this is going to depend on the sort of business, like the sales cycle and all of those different sorts of things. But generally speaking within three or four days at even a minimal spend of maybe 10 to $20 a day, is enough to get pretty decent data back on how an audience is responding to your ad. And it’s not like suddenly throwing more money at it is going to magically fix the problem. If something isn’t working, then you need to fix that before you try and scale it up.
Loz James: Okay, so if it works at $5 a day, it works at $500 a day. It’s directly scalable in that regard. Is that right?
Lucas Lee-Tyson: Not entirely.
Loz James: Not entirely, okay.
Lucas Lee-Tyson: It doesn’t work in reverse, that if something isn’t working at $5 a day, it’s not going to work at 500. But if something is working at $5 a day, then it is not guaranteed to work at 500. And this is a really big struggle point for pretty much every business owner and for every marketer is the fact that Facebook ads, once you’ve kind of found that quote unquote winning campaign, you try and change the budget to something higher and suddenly everything screws up. Your cost per acquisition goes up and your ROI goes down. Everything is just in the mud. And this is something, again, there’s a tonne of different ways that you can try testing it, but ultimately the kind of scaling system that we’ve found is when we’re starting at a small Facebook ad campaign, something that’s at five to $10 a day, we’ll double the budget every three days.
Lucas Lee-Tyson: So if we’re at $10 a day and it’s working well, we’ll double it to 20 if it works again for that three days, then we’ll double it and so on and so on. And we’ll do that until we find a double period. Maybe it’s from 40 to $80 or 80 to $160, wherever that is. And we’ll find where it screws up. And when that’s the case, we’ll bring it back down to the original. So if we screw up at 80 to 160 we’ll bring it back to 80, and then we’ll start doing small incremental increases in the budget, usually between like 10 to 20%. So basically, the logic is if we try and go from 80 to 160, Facebook’s basically saying that’s too big a jump, you’re trying to expand your reach too much and you kind of have to take it slower.
Lucas Lee-Tyson: So instead we’ll go back to 80 we might try something like 92 or 99, and basically just try and keep creeping that audience to the maximum threshold that we get out of it, so that we can ultimately squeeze every bit of revenue and every bit of profit out of the audience as possible.
Loz James: Okay, so I don’t know, how many, what’s the minimum target audience size that you can start to test with, say in Essex, we’re looking for plumbing services households, you know there are 2 million or whatever. Is that too big, which you start with 200,000, how would that work?
Lucas Lee-Tyson: Yeah, so the audience size, it has a very large part in how much you can essentially spend on an ad. And the kind of benchmark that I like to set is $10 per 10,000 people within that audience. So if you have an audience of 100,000 people, theoretically the maximum budget you’ll be able to get out of that is $100 a day, just because 100,000 divided by 10,000 equals 10. So, that’s kind of the idea that you want going into it. And obviously when you’re dealing with sort of local campaigns or really niche markets, you’re not going to be able to play with massive budgets, to 500 to a thousand dollars a day, just because your audiences are going to be inherently limited by how many people live here or how many people are interested in this sort of thing. If you’re a small business owner and you’re just getting started with Facebook ads, this is a really common question that I get.
Lucas Lee-Tyson: It’s like, “oh, how small or how broad should I make my audience?” My general rule of thumb is just to have the absolute minimum be around 10,000 people, because like I said, you can start with around a $10 a day budget. And then the maximum, in my opinion, when you’re just getting started, is around one to two million people. Just because any more than that, you’re kind of creating too large an audience pool and you don’t really have a good idea of who you’re advertising to once you start expanding beyond that point.
Loz James: Okay. And in terms of tools, you said earlier on you just need some sort of basic website, you can use the Facebook ads manager and you can have an email list on active campaign or MailChimp or whatever you’re using. Is that it? You don’t really need any sort of special tools to do this effectively?
Lucas Lee-Tyson: Not really. The one kind of big tool that I use for smaller businesses that aren’t able to use Facebook’s look alike technology, which is basically when you take an email list or customer list and you upload it into Facebook and then Facebook will work its algorithm magic and then spit out an audience that’s similar to that. For a lot of small businesses, they don’t have that large an email list or that large a customer list that they can use that. So they have to rely on Facebook’s interests, which are like the predefined options that every advertiser has access to, that if you just type in crossfit or plumbing, then like it’s going to show up as something that you can target. The way that we kind of data mine those different interests is just using Facebook’s audience insights tool, which, it’s completely free.
Lucas Lee-Tyson: Anyone can access it and it basically allows you to enter in different interests and it will show you, one, the demographic data on it. It’ll show you the percentage of women, men, the different age groups, their household income, all of this random data. But then it’ll also show you a list of highly related interests related to that one that you input. So if I put it in crossfit, then maybe some of the interests that it spits out are MMA or Paleo Diet or just things like that, that would also be good audiences. So that’s kind of the big tool that we use. But again, we don’t really use any fancy third party software. I know there’s tools that claim to do interest targeting better than Facebook’s audience insights tool. And there’s a tonne of fancy reporting software, but ultimately, unless you’re doing hundreds of thousands of dollars a month in revenue and ad spend on Facebook, in my opinion, you don’t really need any of those.
Loz James: Okay, so small business, let’s stick with the plumbing example. They’ve got about 500 pounds a month. That’s five or 6,000 a year. That’s a perfectly good budget to start really cranking up with Facebook ads, isn’t it?
Lucas Lee-Tyson: Absolutely. Yeah, and I think a lot of people think, oh, that’s too small. It wouldn’t work. Mostly because they think they need to hire an agency or even hire a freelancer or consultant like me, which if you’re only spending 500 or $600 a month, then if you try and pay someone else to manage it, then suddenly you’re barely spending any money. So if you’re a small business and you want to spend some money on advertising, you should just learn how to do it yourself. It’s really not that complicated and you can get some really great results doing it. There’s not some secrets that people like me or big agencies know. They’re just people that have figured it out themselves.
Loz James: But with $50,000 worth of client ad spend under management in just a year, you obviously do have some kind of intuitive feel for this. Are you a maths major? You know, are you analytical in terms of how you look at all this?
Lucas Lee-Tyson: Yeah, I was definitely strong in math in high school and college and I definitely think I’m more of an analytical thinker. And I think, going back to what we said before, I think that’s kind of why I had early success with Facebook ads is just, I always focused on the numbers immediately. And I think that’s just something that comes naturally to me. It’s just easy for me to look at a campaign and say, okay, if we’re putting in this many dollars and we’re getting this many leads back, like okay, this works. Which again, I realised it’s not something that comes easy to a lot of people, but if you want to succeed with honestly any sort of digital advertising or marketing, it’s a really important skill to develop.
Loz James: Okay. It’d be great if you had some kind of course of training on this. I know I’ve been watching a lot of your videos, can you remind us where we can find you online and also tell us if you’ve got any training that we can dig into as well?
Lucas Lee-Tyson: Yeah, definitely. So growthcave.com is our main website and we do have a premium training course that we actually launched for the first time basically last month, this time, back in April of 2019. And it went well. We got some great students, got some great results, but we’re currently in maintenance mode for it, we’re kind of building out some new modules, kind of making it bigger and better and we’re planning on doing a relaunch of it sometime in the summer, maybe June or July. So if that’s something you or your listeners are interested in, definitely go to growthcave.com and join our email list in some way, and we’ll be sending out updates on that.
Loz James: Well that’s fantastic. I’m definitely going to be checking that out cause I really want to know what you’re doing and look at all those videos.
Speaker 1: Wait for it, listeners, here comes the PS question.
Loz James: Could you please share one advanced Facebook marketing tactic that we can use right after the show?
Lucas Lee-Tyson: Yeah, definitely. So this one, it’s kind of tailored to businesses that already have existing traffic or existing customers, but like I said, Facebook lookalike technology, creating lists of people that are similar to people that have visited your website or purchased from you in the past. It’s super powerful and a lot of people use it wrong. So in the example of an ecommerce store, if they’ve been in business for three years, they’ll download a list of everyone who’s ever purchased from their list and then upload it into Facebook ads and then create a lookalike audience. This will get good results, but we’ve been able to get even better results. We’ve been able to see like 40 or 50% increases in performance by targeting lists of people that are your quote unquote best customers. So in the example of an ecommerce store, these could be people that have purchased from you multiple times, repeat customers, or people that have high average order values, people that are spending a lot of money with you.
Lucas Lee-Tyson: When you create lists of these people and then feed that into Facebook, Facebook, again, their magic algorithm. It’s going to find similarities between these people. And it’s going to then have a much better result for you when you try and target that audience versus when you try and use kind of broad audiences. So it doesn’t only apply to e-commerce, it can apply to your email list. You could target people that have a high email open rate, which I know for tools like active campaign, you can do that sort of analytics. You can do it for your website, you can target people that visited multiple pages rather than people that clicked out within five seconds. There’s a tonne of just segmenting down that you can do, and when you do that sort of segmenting that you’re going to get the best results with Facebook ads.
Loz James: Well, that’s a great tip. As marketers, it’s fantastic. That level of detailed profiling you can do. There is another issue, as a human being, it’s slightly terrifying that Facebook can work out that much about you algorithmically. I think they know about you than you do and more than your partner does. So anyway, well look, that’s a fantastic tip. I can’t wait to find out about your course when it next comes out, so I advise everyone to go to that and yeah, thanks for coming on. All that remains to say is I wish you every success with everything in the future, Lucas.
Lucas Lee-Tyson: Yeah, you too Loz. Thanks so much for having me on.
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