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

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

Anyone struggling with Facebook advertising right now is probably running their ads like it’s still 2015. What worked in Facebook advertising when we published Episode 1 of the Perpetual Traffic Podcast four years ago isn’t what works today as we publish Episode 200. In this episode, we focus on getting you back on track and up-to-date with the latest changes and features inside the Facebook ad platform. IN THIS EPISODE YOU’LL LEARN: The Facebook changes—after July 2015—that have continued to get the best results Why The Michigan Method™ doesn’t work as well as it did in 2016 The reason why simplification of audiences is essential to Facebook ad success in 2019 Why the ideal audience size has changed from 400,000–1MM and now 4–40MM How separation of placement is triggering “The Breakdown Effect” in your ad campaigns The big differences in retargeting audiences today versus 2015 and how engagement audiences are the key LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Measure Results In Ads Manager | The Break

Are you still trying to figure out how people are getting conversions with Chatbots on Facebook Messenger? If you are, this episode is for you. Molly and Natasha Takahashi, Chief Marketing Officer and Co-Founder of School of Bots, dive deep into what’s happening with Chatbots right now and what businesses need to know when using Messenger as their campaign platform. They also talk about Natasha’s experience starting her business and the opportunities that digital marketing has given Generation Y to achieve early career success. IN THIS EPISODE YOU’LL LEARN: Why Natasha dropped out of college to build her own business at 18 The new policies in the Chatbot space—24+1 Policy, subscription messaging application, and the removal of Messenger codes from the Messenger App Why businesses should apply for subscription messaging as soon as possible and why to categorize your business as “News” on Facebook when applying How split testing the position of the “Yes or No” button raised the yes answer on Natasha’s client’s

Almost all Facebook advertisers are making this one big mistake: too many campaigns, too many ad sets and too many ads. But don’t worry, our hosts are breaking down a bunch of new updates that Facebook and Instagram have rolled out over the past month. Ralph and Molly explain two of "the Power 5" taken from a study Facebook did with its largest direct response advertisers. They also explain the customer satisfaction score, the 3 new metrics that are replacing relevance score by April 30th, how many ads a marketer should be running at one time, and how to use the Facebook split testing tool. IN THIS EPISODE YOU’LL LEARN: “The Power5”—the 5 Facebook strategies that marketing disruptors are using to scale their ad campaigns Why optimizing ads for placement changes how ads perform and what dimensions to use to optimize for best placement performance How to use ad relevance diagnostics to improve ad performance How to improve customer feedback to avoid spending more on ads than you need to LINKS AND RESOURCES ME

Andrew Tweito is back! And he's excited to talk about the brand new Facebook Attribution tool. In this live episode with Molly, you'll discover exactly how this powerful new tool can help you to achieve the best possible outcomes for your ads on Facebook, Instagram, The Audience Network and Messenger. In this episode you'll discover: • The 'Google Analytics' of Facebook - a new tools that tells about your audience and assigning credit to certain traffic sources! • Why you should use standard events instead of URL based custom conversions and how to avoid double counting your conversions - refresh pages - 30-50% reduction  • Which ad platforms are being tracked and why Twitter and LinkedIn aren't playing right now (hint: Google Ads Search, Google Ads Display, Bing Ads and Facebook are all in there) • Which "positional attribution model" you should use  • Why people-based measurement when doing reporting is so critical! • How to do cohort reporting on lookback data for all your ads LINKS AND RESOURCES MENTIONED

This week’s topic is Instagram advertising—should you be advertising on Facebook and Instagram? Ralph and Molly give you a breakdown for advertising on Instagram and talk about why advertising on both platforms is so important in today’s marketing world. They also give us all access to screenshots of the backend of some of Ralph’s client accounts, which can be found in the slides linked below. IN THIS EPISODE YOU’LL LEARN: What "The Breakdown Effect" is and why it so greatly affects your ads There are 500 million daily active users on Instagram with an average of 50 minutes spent on the app per day, per user How to best leverage Instagram by using videos and optimizing for the “Swipe up” action Why you shouldn’t turn ads off of either platform despite their performance—there’s a beer metaphor that will explain everything (thanks Mike Rhodes!) LINKS AND RESOURCES MENTIONED IN THIS EPISODE: The Breakdown Effect Check Out on Instagram | Instagram Info Center Facebook's Ad Guide Tier Eleven DigitalMarketer Lab

While you may see mostly ecommerce or national brands in your newsfeed, Facebook ads can be just as effective for local businesses if you use them right. Molly Pittman is joined by Allie Bloyd, the marketer for a local home renovation company in Louisville, Kentucky. Allie is making 7-figures annually from $5,000–$7,000 in ad spend on Facebook. In this episode, she explains her audience targets, the copy she uses, and how she’s using Messenger campaigns to fill live events. IN THIS EPISODE YOU’LL LEARN: The content Allie is using to target cold leads—value-driven, free or opt-in content based around initial home improvement FAQ’s When to place your “Schedule An Appointment” campaign in your retargeting strategy How she divides her ad spend among audiences—60% cold, 30% warm, and 10% hot How to use copy to show that your business is local How she’s built her comment-to-Messenger campaigns and the eight days of content subscribers receive LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Allie’s Website Clipman

This week is all about Google ads, as Ralph talks to Mike Rhodes, Founder and CEO at WebSavvy, live from the 2019 Traffic & Conversion Summit. Mike explains his Google Ads Profit Curve and how you can use it to narrow down your cost per acquisition (CPA) and make sure you aren’t spending more money than you’re making. He also gives you his best ecommerce advice for selling more products, and his trick for getting Google to choose you over the competition. IN THIS EPISODE YOU’LL LEARN: How to use the Profit Curve to find the CPA range that keeps you profitable Real examples of the Profit Curve at work How the Profit Curve helps you test 2x faster than your competitor and gets Google to choose you over them LINKS AND RESOURCES MENTIONED IN THIS EPISODE: Remove.bg: Remove Image Backgrounds WebSavvy Mike on LinkedIn Mike on Twitter Thanks for joining us this week. Want to subscribe to The Perpetual Traffic Podcast? Connect with us on iTunes and leave us a review. iTunes not your thing? Find us on Spotify,