March 30, 2020
Ep. 8 – What You Need to Know About Facebook Advertising & Facebook Pixel – with Karan Jassar

Ep. 8 – What You Need to Know About Facebook Advertising & Facebook Pixel – with Karan Jassar

Dynamic remarketing ads are the ones that
have the highest ROI, or your Return On Ad Spend (ROAS). That’s the best bang for your buck, basically. Welcome to Honest eCommerce where we are dedicated
to cutting through the BS and finding actionable advice for online store owners. I’m your host ,Chase Clymer. And I’m your host, Annette Grant. And we believe running an online business
does not have to be complicated or a guessing game. If you’re struggling to scaling your sales
electric guy is here to help to apply to work with us visit to learn
more. And let’s get on with the show! Today on Honest eCommerce, we welcome Karan
Jassar, the CEO and founder of Socioh. And he’s going to help us better understand
Facebook advertising and the Facebook Pixel. Hey everybody! Welcome back to another episode of Honest
eCommerce. I’m sitting next to the wonderful Annette
Grant and today we welcome to the show Karan Jassar from Socioh. He’s actually joining us all the way from
India and Karan owns a social media… You know, I’ll let him get more into it. But let’s just get down to brass tacks. What makes you an expert at Facebook advertising? Well, we started social because my wife used
to run an eCommerce store in India. And then originally, we started with organic
marketing but as you guys all know, that’s a that’s a dying tactic. And very soon we moved to ecommerce. Sorry. Retargeting and marketing/advertising. And now it’s been three years and we run ads
for hundreds of stores. Essentially, what makes me an expert is just
looking at so many stores’ data and helping them in a one after another, getting their
ads performing better. Figuring out the various pain points, merchants
have. Each store is different and just the perspective
that you get from working with hundreds of stores, I guess, is what makes me an expert. Absolutely. I know that when we met at Unite, we went
down the rabbit hole talking about all sorts of fun stuff. So let’s start with the basics and then we
can get into some more advanced stuff. So let’s kind of just talk about Facebook
advertising, the platform in general and what kind of separates it from like Google or any
other platform? Sure. So they both have strengths and weaknesses. A successful store, especially if you want
to see in scale (your business), you will definitely need a mix of both Google and Facebook. Google is very intent driven. If you want to buy something, you’re searching
on Google for it, if you’re not already searching for it on Amazon. I think that’s another place where most eCommerce
is shifting towards. But outside of Amazon, Google’s the place
where people start with. So that’s great. If you have a pressing need, you want to go
find something, you’re going to search in Google. We’re going to do a podcast, I need a mic. I’m going to start with either Amazon or Google. But Facebook on the other hand is great for
brand building. It’s also great for acquiring new customers
that are passive. It’s also fantastic for really engaging customers
that you’ve acquired through Google, or through your email marketing efforts. Anybody who’s come to your website, once,
they are in your Pixel now. Facebook’s a great place to re-engage with
them. That’s basically the mix of advertising. It varies from store to store, from brand
to brand, from product to product, but essentially, a good mix is what every store needs. Yeah, so you spoke about a pixel in there. And I know that when I started my store, I
had no idea what the Pixel was. I did not have it installed. I still come across lots of stores and lots
of store owners that do not have the Pixel installed. So, can you explain to our listeners what
the Pixel is, the installation of that and what the Pixel does? Absolutely. So I’m going to explain two things, actually,
not just the Pixel, but the Pixel and the Catalog. I think, just these two concepts go hand in
hand. It’s easier to talk about them together. Okay. So a “pixel” is a small piece of code that
you embed in your website. And that code, it’s really just a copy-paste
job. Facebook will give you that code. You just simply have to take that three or
four lines of text and put it in your website in a way that every page has it. Now, if you’re on a platform like Shopify,
you actually don’t even need to do that. All you need is just the ID. And by ID, I mean, it’s really just your pixel
ID. It’s like a numeric ID like a 12 or a 15 digit
ID. That’s all you need. You can go to your Shopify admin console and
put it there in the settings site. And you’re set. I just want to chime in real quick. That is the reason I’m a Shopify expert. The reason that I started becoming it and
working in this ecosystem. Our agency started as Facebook ads for Shopify
stores, because you could paste that pixel ID in there. And it was done. You didn’t have to do the dirty work of getting
into setting up all the events and doing anything other than that. I was like, that’s mind blowing. It was so awesome. Yeah. Yeah, yeah. So, Shopify does the heavy lifting for you. I agree with you. And I think of all the platforms that we work
with, Shopify really just makes it very easy for sellers to get some of the basic stuff
done. Now, what does this pixel do? So essentially, this piece of code tracks
every user on your website and give detailed information back to Facebook. So, let’s say you’re a merchant and I come
to your store. I start on the landing page of your store. It’s and I get there. Now that event is called a “Page View Event.” So essentially, every time any page is viewed,
that page view event is thrown. Now, as far as you’re concerned, as a merchant,
an anonymous user came, and threw an event or visited or viewed in page. Facebook just knows that one user came and
they viewed the page through the Page View Event. But at the same time, Facebook also knows
who that user is. So, they won’t disclose that to you. But Facebook knows that you know, that users
Chase or Karan. And so essentially, the merchant knows when
user came, Facebook knows a lot more about that user. Now, let’s say from that main page, I navigate
To a category. That’s another Page View Event. From that category, I click on the product. But that’s another event called the View Content. So essentially, a product page results in
a view content. Does that make sense? It does for me, but I, this is… I’m trying to make of it, Yes. (laughs) This is a bit technical so if you have questions,
please interrupt and ask, and I can slow down. No. I think it’s good. I think it’s more than I’ve ever known. I just know that I need the Pixel installed
because it’s going to track my customer. But I’ve never gone down this rabbit hole
before. So I’m learning. Yeah, so the Page View Event and the View
Content Event tell you if somebody’s seen any web page. And specifically, if they seen a product page,
that’s the View Content Event. Now, let’s say I like what I see and I’m going
to add it to cart. Now at that time, Facebook’s going to throw
the Add To Cart Event. Now it’s usually in the industry or people
like Chase and I when we talk about it, we call it ATC. It’s really short form for Add To Cart. So it’s the ATC event. Now, this event knows not only that Chase
added a product to cart, it also knows which product it was, which variation, which size,
which color it was, how much is the cost of the product. So, is it $200 or $50or even $25. So all the details about the product are given. And Facebook already knows who the user is. So now Facebook knows that Chase has come
to this website. And he saw one or two or three products. And he added one product to the cart and which
one and how much it is for. With me so far? Yep. Yep, I think we need to touch on that Facebook
knows what product it is if you set up the catalog correctly. Exactly. Yeah. So we’re going to come to that. So in the in the Pixel event, Facebook simply
says product ID and product URL and product price, but not too many other details. But it knows the ID, the Shopify ID of the
product. Let’s continue down the road. Now, after you add the product to the cart,
you initiate checkout. That’s another event. It’s called Checkout Initiate. Now, Facebook knows that the user started
to check out. And finally, when you add your payment information,
and you’ve successfully done that, another event is thrown, it’s called Add Payment Info. So at this point, Facebook knows somebody
came to their website. How many web pages did they see? How many products did they see? Which products did they see? Did they add any products to the cart? Did this start the checkout? Did they add payment information? And finally when you finish the purchase,
Facebook knows that it is a total purchase of $500 with six different products, the product
details, the product information. So at this point, Facebook has all the information
that they need to know about the user and their behavior on your website. Now, at the same time, there is another activity
that you have to do as a merchant, which is set up a Catalog. Now, a catalog is exactly the same thing as
the Google Product Feed. So if some of you are familiar with Google
Product Feed, it’s the exact same thing. Now, if you aren’t familiar with both, I can
explain that very quickly. It’s essentially a file that contains all
your product information. And by all I mean the product title, the product
image, the link to the product image, –which typically is going to be an image that’s hosted
on Shopify, just the URL of that– the other images, –not just the first image but the
next four or five images– the price, –and the compared price so they know it’s the products
on sale– products descriptions, various variations. So, Facebook also groups them as product sets. If your catalog is set up correctly, Facebook
will know that you saw three variations of the same product, all of this information
you give to Facebook. So now on the one hand, Facebook is collecting
information from each and every visitor that’s coming to your site, and who they are, what
products they saw, which ones they added to cart. On the other hand, they’ve got a complete
catalog of your products. So now they can match that information on
their back end. And based on that matching, you will get those
ads on Facebook wherein you will see the exact same products that you just saw on somebody’s
website. You know that’s basically how Facebook makes
it work. They collect the information on your website
about who the user is and which products they saw. And they have your entire catalog saved with
them. And offline they match it and then when you’re
back on Facebook Google Instagram, they’ll show you those products, again, the very same
products that you saw on the website. If you don’t have that pixel installed then,
all of that customers action is just going nowhere being catalogued nowhere. correct? If someone doesn’t have this pixel installed? Yes. So that’s my warning. When I asked Chase like, “Did I have the Pixel
installed?”, he’s like, “No.” I’m like… Wait. So it’s essentially like shoppers are coming
in loading up their cart and walking out and you never even knew they were there. And if you simply install the Pixel, you’ll
be cataloging every single person, correct? Absolutely. Oh, wow. Okay. So yeah, there’s no… You’ve got to get that pixel installed like
ASAP (laughs), if you don’t already. Okay. It’s like the 101 of Ecommerce. Start with a website. Even before you upload products, upload the
Pixel. Yeah, I tell that to people all the time if
they don’t have the Pixel installed. So they’re like, “Well, I don’t have a budget
for advertising.” I’m like, “Cool, it’s free to collect the
data. When you do have that budget, you can start
reaching out to those people again, you can build out those custom audiences.” Collecting data is king. That’s like what have we learned about the
Facebooks and the Googles and the Amazons, they’re all collecting data, so they can make
informed decisions with their advertising efforts. That is a great point that Chase made is that
even if you’re not going to start utilizing advertising dollars immediately, you can get
that historical data from people that have been to your store. So don’t be scared to install it thinking
you’re going to need to start spending advertising dollars, you can at least start getting that
that history there Yeah, it’s absolutely free. And there’s another thing. There’s a lot of value in that data. Forget the advertising. If you go to the Facebook’s Pixel Analytics,
you can actually see how many people came. It’s a replacement for Google Analytics, but
it’s a lot more detailed replacement. So some of this information, Google Analytics
will also collect. But what Facebook Pixel gives you is easier
to digest. It’s far more detail. Pixel will tell you how many times somebody
added items to cart, how many people added… Like you can basically make a whole funnel
and fully understand where people are dropping off, just looking at the Pixel Analytics. You can also look at their demographic information
so you can make decisions about your audience. Fantastic. Yeah, that’s a great point, demographic age,
your geographic information, your gender information… And the other good part is Facebook’s information
is far more accurate than Google Analytics. Facebook because… Almost everybody who comes to your website,
they have a Facebook or an Instagram account. Facebook knows who they are, so very accurate
information. Can I differentiate when I go into my analytics,
can I differentiate between my Facebook users and my Instagram users because I have more
Instagram… I’m heavier on my Instagram following than
Facebook is that easy to determine via the Pixel? No. What you do get from Facebook is the source. So Facebook will… The pixel will tell you if Instagram drew
traffic to your site or Facebook page. Okay So that information you can get but what you
can’t get is how many what percentage of the users only have Instagram accounts? So basically the source of traffic Facebook
tracks and they share that with you. But does that really matter to me? I mean, they’re still my customers, right? So would I care… Well, it can guide your… Let’s say, you decide not to advertise, it
can guide your organic activity. So you basically can get some insights like
maybe I should double down on my Instagram efforts because it’s been cold. Okay, gotcha. Support for today’s podcast comes from our
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that Facebook has all those actions and all that data is being tossed around and we’ve
got our catalog setup. Let’s talk about retargeting. My favorite subject. Yeah. Mine too. (laugh) We share that interest. (laughs) Alright. So let’s start with just basic retargeting
and then we’ll get into dynamic retargeting. So, the floor’s yours. Yeah. So essentially retargeting is the form of
marketing where the audience has had some interaction with you. And by you, I mean your brand, your website. Maybe they visited your website, maybe they’ve
purchased from you, maybe they’ve subscribed to your newsletter. But there is another very simple way of putting
it: They are in your pixel, one way or another, you’ve added them to your pixel. Or you could have also created an audience
by uploading your newsletter. But essentially, let’s focused on the pixel
part. If they’ve come to your website once, Facebook
retains that data for six months. So, for up to 180 days, you could market back
to them. So there are basically two types of ads. The cold ads wherein you’re trying to find
new prospects for your products. But the retargeting ads are the ones… Basically, there is some brand familiarity
that’s already established. And there is science and research that shows
that people who’ve had an interaction with you are more likely to purchase from you. So retargeting essentially is advertising
to people who’ve interacted with you in the past. And specifically in Facebook, retargeting
happens using the pixel data. So once you’ve installed the pixel on your
website, which we’ve discussed, everybody who’s in your pixel, or who’s come to your
website, and Facebook’s recorded their activity on your website, –and that’s what I mean
by saying that in your pixel– those people you could show ads. That form of retargeting… That form of advertising is called retargeting. And it allows you to remain top of the mind
for advertisers. For the buyers. Sorry about that. Now, there are a bunch of ways where you can
use this very effectively. Tactically speaking, it’s the best way to
recover abandoned carts. Has somebody put products in the cart, but
they didn’t check out or purchase them for one reason or another? A great way to reach them is when they’re
browsing around Instagram. And that’s the perfect time to get back to
them. “Hey, man, you forgot something at the cart.” It’s also great tool to get back to your audience
when you’ve launched a new product. Let’s say somebody came to your store. They saw some products. And if they purchased or not, it doesn’t matter.It’s
January. You’re launching a new line, you launched
5 new products. Maybe it’s t-shirts that you designed, either
five new additions. It’s a great way to get back to those people
and announce that new product launch. That’s the basics. Let’s get into specifics that you have in
mind? Yeah, let’s talk about a dynamic product retargeting. Oh yeah. Yeah. Exactly. So this is what we’ve discussed earlier. Let’s say you saw three products on the website
and left. Now, Facebook shows you those three products,
again in your newsfeed and specifically the ones that you saw on the website. So that’s called dynamic retargeting. So, initially, when I come to your website
you can show me anything, right? And it could be an ad of any product, whether
I’m interested in it or not. But when you start showing me specific products
that I’ve seen, that’s dynamic remarketing. And the reason it’s called dynamic is that
you actually don’t set up an ad, you set up an ad template. And Facebook replaces the product in the template
based on the products that the user has he festivities In terms of all the various ways
in which you can remarket to a user, the dynamic remarketing ads are the ones that that have
the highest ROI, or your Return On Ad Spend (ROAS). That’s the best bang for your buck, basically. Absolutely. And it’s honestly not too difficult to just
jump in there. You got your catalog setup, you’ve got your
Pixel, and all this stuff is tracking back and forth forever. You can set up this dynamic retargeting ad,
pretty simply on your own. Blueprint will walk you through it, by Facebook. Obviously, I’ve done it a million times for
our clients now. But the templates do have some kind of limitations. And that’s actually what Karan’s product helps
with: It’s the dynamic retargeting, and we can talk about how it helps right now. I really love what your product does and how
it makes the boring images better. (laughs) Ah yes. I’m happy to plug my product. (laughs) (laughs) (laughs) No. No. Your product is super cool. Alright, There are a couple of things that
I can mention around dynamic retargeting’s best practices. Essentially, I think there is a time limit. For the most part, if you have sufficient
traffic to your website, do dynamic retargeting for the next 48 hours. I think we, in general, have seen a drop in
engagement in dynamic ads after 48 to 72 hours. Now, even though Shopify retains the abandoned
cart, I believe for seven days, right? I think after the seventh day they remove
the cart. As far as I remember. I could be wrong. But on our end, we recommend that if somebody
is put items in their cart, and you want to remind them to complete the purchase after
24 to 72 hours maximum, you need do one of two things. Either try offering them a discount code to
incentivize the purchase or alternatively, if that’s not an option for you, change the
ad and show them perhaps different products like your bestsellers. In our opinion, like, one of the advertising
strategies that we use for our customers is exactly this: We use Add To Cart or ATC customers. We retarget them for only up to 48 hours. And after 48 hours, we change the creative
to something like either a discount code, or will take the top 10 selling products from
your website and show them those or we can even… Now we’re working on technology where we show
them other products specifically from the category that they viewed. So that’s also something that we’re doing. And as Chase was mentioning, setting up dynamic
retargeting is pretty simple, but there are some best practices and some experience that’s
required. It’s good to have somebody like Chase with
experience to kinda guide you through the concepts. The basic stuff, however, it’s quite simple. You should be able to get it up and running
without any issues. Even the “after 48 hours” and the discount
code, that seems a little complicated to me to be able to set that. I would say that’s probably 200 level stuff
maybe 300 level… I mean, I don’t want to toot my own horn,
but ‘ve been doing Facebook since before they had events, I’m almost positive, or maybe
I just didn’t know about them back then. I’ve been doing it for way too long. Do you… I have a question going back to… I know, you just said you should send out
a discount code 48 hours after the Add To Cart (event) Do you recommend a certain percentage? What’s the tipping point for the percentage? Is it 10%? Is it 20%? Where do you see the most success, especially
after an add to cart? Yeah. Two parts. One is that the discount code is really specific
to each product and each store. Okay. Some merchants actually have enough margin
in the product that either we do a discount code right away. We will not target the customer for 24 hours. And we will just start with the discount after
24 hours. And in some cases we wait up to 72 hours because
their organic cart recovery is already very good. So it really depends upon , how what your
current cart recovery rate is, and how we push it forward. As far as discounts go, in terms of percentage,
we seem like the maximum difference at 25%. But that’s just a number. It’s not something that every every merchant
can do, it really depends upon the product. But 20% is good, too. We find less than 10% pretty useless. I think 10% is the bare minimum you need to
start. Below 10% it’s a waste. I just want to point out. I know that some people don’t have the margin
or they build a brand that they cannot discount on and there are other ways to incentivize
purchases. You can offer free shipping, that’s not a
discount. You can offer a free gift. That’s not a discount. You can get creative with it. Okay. Absolutely, I think the idea there is… Actually, there’s two things you want to do. One is incentivize them in any way you can
and discounts is one of them. But Chase, covered other good ideas. The other thing is also in almost every ad,
try and create some urgency. If you’re doing something, you could play
with the ad copy and include things like “Sizes selling out. Limited inventory”, “Limited inventory: We’re
selling out fast!”, stuff like that, that creates some urgency. And even when you do do the discount code,
try and make it only for 24 hours. So, don’t use a generic discount code like
“OFFER20”. Make it a little bit complex like “AXV”, do
a random generated code, but at the same time, at least in the ad copy just try and create
a false urgency. It doesn’t really matter if it expires in
24 hours or not. It’s just human psychology. “If I have endless time, what’s my hurry? I’ll do it tomorrow.” And you’re actually paying for that message
to get out. So you want the sale sooner. All of that would be automated, though. You would set up the ad where it knows that
that customer is at the 48 hours and it would show them that ad with that discount code. Is all of that automated? You can automate it but there’s there is a
caveat there with like doing a dynamic discount code that automatically is created and then
turned off within a window like that, requires a third party app. Okay, I was gonna say that was getting a little
crazy for me there. Actually my recommendation is, don’t turn
it off. Let it be. I mean, if you’re okay with giving the discount,
and you’ve already acquired this customer. Let it be. I mean, you can just… Okay, we’re on Honest eCommerce perhaps this
is not as honest. (laughs) But at the same time, we still have
to do things to sell more. Right? You’re willing to give the discount at that
point in time, why at the 27th hour? Wouldn’t you be willing to do that? I agree with you on that. It’s just creating that sense of urgency to
the customer. Yeah. And as far as automating it, I think Facebook
allows you to do it reasonably easily. So what you would do is you would segment
your big pixel audience. And by segmenting, what I mean is, you’d set
something like this: For people who added to cart in the last 48 hours, show this ad. And in a separate ad set, you’d set for people
who added to cart in the last 72 hours, but not in the last 48 hours, and have not purchased,
show them this ad with the discount code. And it sounds more complicated than actually
is. Essentially, it’s fairly easily doable. If you’ve done it once, there are tutorials
on YouTube you could follow. Our app actually makes all of this just a
few clicks operation. There is enough help available it’s actually
sounds more complicated than actually doing it. Yeah. It’s a simple “if this then that” statement,
if you want to get down to like the logic behind it. And you touched on something there that I
want to really bring up because I know a lot of DIYers aren’t doing this. You need to use exclusion audiences. So what he just spoke about where it’s like
“and they haven’t purchased”, that’s an exclusion audience. So showing these dynamic retargeting ads.. Like you don’t want to show someone who actually
went through that purchase this ad. That’d be a waste of your money and they’d
be like, “Well, I didn’t get the discount. I want the discount. What the hell?” You want to make sure that you set up the
exclusions. So this is the basic one like if they have
purchased don’t show them an ad, you know what I mean? Like you don’t want to show people ads, when
they’ve already purchased from you recently. You don’t want to give them an excuse to be
upset with you especially for offering a discount code 48 hours later. But there’s other things to consider. Like, if you know that there’s an audience,
–like part of your audience or a part of your customer persona that like, isn’t your
customer like these people actually do not buy from me– set up exclusions there, save
yourself a few dollars. I mean, anytime you can get down into the
data and understand like, who isn’t purchasing and why they’re not purchasing, just start
setting up exclusions and saving money. I agree. And you know, in terms of actually being successful
with Facebook advertising… The difficult part is not getting your ad
right. The difficult part is going to this learning
that Chase touched on, which is figuring out how to most effectively segment your audience
into various categories. Figuring out your good buyers versus people
who are not worth advertising to. And then making sure that you each segment
receives the correct message. And you avoid wasting ad dollars on people
who are not your potential buyers. And again, I mean, all of this can be done
effectively with Pixel. Just to give you an example, Pixel allows
you to segment people even by the time spent on website. So people who like the bottom 50% or 25% of
people who have not spend any time on your website, they just came and left, maybe saw
one page and left, you could exclude those if you have limitations of budget. But if you don’t have limitations on budget,
even in that case, you should segment those and send them a different message… Yep. …the people who are highly engaged with
your website. I’m loving this episode. This is so much fun. (laughs) (laughs) So even with the events that Facebook
does give you out of the box, you can further customize them by saying “Give me all the
people who did page view more than 10 times”. So they saw at least 10 pages. And you may want to give them a separate message
in your creative. “And then give me all the people who have
added to cart but not purchased.” And maybe this is after the 10-15 days you’ve
tried the discount, it’s not working. But maybe these guys are great audience to
retarget when you actually have a sale going. So even if they’re like three months old,
it’s okay. But there was a time when they were so interested
that they added products to cart, but for whatever reason they didn’t buy. But now that you’re having a sale, this is
a great audience to get back to. So the trick in advertising and success and
not just remarketing but all advertising is segmentatio. Segmentation based on buyer behavior, segmentation
based on your on-site behavior, segmentation even based on what products are most often
sold, most often viewed versus a bunch of various parameters. Yeah, I mean, that’s the difference. That’s where the value comes from engaging
with somebody like Chase or myself or talking into an expert. This is the knowledge that we can give. Right. Go through, if you don’t mind, now that my
head is like spinning with all these thing… And I mean, Chase has obviously gone through
all this with me before. But can you share with our audience how you
price these things out if they were to engage specifically with your company. What’s your pricing look like? Share that with them, if you don’t mind. Because I’m overwhelmed. I’m like, it sounds like someone’s gonna have
to sit in the back, into my Facebook for hours on end. And this is going to be tens of thousands
of dollars so if you can share that. Oh no. Not at all. (laughs) So we are actually not an agency,
we’re tools company and our entire bread and butter and our entire, I guess, focus is making
these things very easy. So we want to make the nuts and bolts just
transparent for the user. You should be able to come to our product
with an objective in mind, and be able to execute that without becoming an expert on
the nitty gritty of Facebook ads. So our basic product is actually free. You can automate your organic marketing completely. You can run Facebook ads, dynamic product
ads, even conversion ads, although we’ve not completely rolled it out to the free users
yet. Using our product is free, there is no money
involved there. The only money that you pay goes to Facebook
and you paid directly to Facebook. But then we sell something called Designed
Catalogs. Now, this is a strategy that Amazon uses and
all the big brands are beginning to use following Amazon’s lead. And what we’ve done is we’ve just automated
that strategy for all sellers. Essentially what we do is we allow you to
control your catalog and the presentation of that catalog. So by default, out of the box, your product
images are shown as your ads. And you can write text around it, maybe you
can put the price label on it. But if you go to our website, you’ll
be able to see how we can change your product image into an ad that looks like it’s been
designed by a designer. But at the same time we do that at scale. So, even if we have 5000 products, we will
design an ad for all your 5000 products in like five minutes and make it into a catalog
and give it to Facebook. Let’s touch on this real quick. The basicretargeting ad from Facebook is only
going to show your first image in your product… Usually product on white and it’s very boring
and people are so used to seeing that stuff in their feed. So then you use a tool like Socioh and it
redesigns those images for you. It’s A – Going to stand out and B – and I’ll
let Karan talk about this, you’re going to see an uptick in conversions. Yeah. So essentially, and let me address the pricing
patterns. The basic product’s free. We do give you a limit on design catalogues,
you get one design catalog out-of-the-box for free. And then you can get one more if you leave
a review for us, hopefully positive, but any review. And then after that our paid product started
about $50 And that gives you five, design catalogs. And then we have a product, a price stack
for $200 wherein we will also do the design for you and help you optimize that design
and even give you some guidance on how to run better advertising. And finally, on our website, we have a managed
services plan that starts at $300 but we’re actually going to stop that pretty soon. We find that we’re much better at giving you
the science and automating the mundane stuff for you. And when it comes to actually running advertising,
if you need help, talk to somebody like Chase. Use our tool to do the stuff that’s hard to
do by hand. But talk to an agency, let them craft a strategy
for you. And we can help you execute that strategy
very easily with the tool So that’s the pricing and the value prop for each pricing tier. Now, the going back to the point that Chase
was talking about, there is this phenomenon called creative fatigue. And what it is is is banner blindness. If you see the same product two/three times
in a feed, by the third time you ignore it. If you see the same ad more than three times,
by the fourth time you are just blind to it. You’ll just scroll past it. And what we do is we make it very easy for
you to design catalog after catalog after catalog. So your ad always remains fresh, your messaging
is different. And you can basically in the catalog itself
put any marketing message that you want. So we have catalogs for best sellers, for
new arrivals, for discount codes, for coupon codes, for sales for, daily deals… And each one of these are designed to grab
attention in the feed. And that helps improve your return on that. And that’s what separates a successful Facebook
plan from a non-successful one. You know, these creatives, these exclusions
are going to take your return on ad spend from like a one-to-one to like a 10x you know
what I mean? Yep. Awesome. Well, Karan… I think this might be one of the more insightful
shows that we’ve had so far. Annette’s head is literally spinning. Yeah. But in a good way. (laughs) Yeah. (laughs) Anyway, thank you so much. Is there anything that you want to share with
our listeners? I think we talked about coupon code before
we started getting into it. Yeah. So, for all the listeners of the show, if
you use the coupon code, honestcommerce, we will review your creatives. And we’ll kind of do a concierge onboarding
and will help you design creatives and kind of give you feedback on what you can do to
improve your advertisments. Awesome, thank you so much. I’m gonna have to have you back. Yes, thank you. We appreciate your time. Absolutely, there’s more stuff we can talk
about like budgeting and funnels that’s like the two or two, three or three stuff. All right. So I’d be happy to come back anytime. You’re done. It’s on. We’ll send you the calendar invite after. Thanks so much. That’s good. Thank you! Nice chatting with you. Bye! We can’t thank our guests enough for coming
on the show and sharing the truth. Links and more will be available in the show
notes. If you found any actionable advice in this
podcast that you’d like to apply to your business please reach out at electric slash
Connect Please make sure to subscribe on Apple podcast
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