Maximizing Profits with the New Solutions 8 Services Google Ads + Facebook Ads + Klaviyo

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Okay.

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G'day everyone.

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Glenn from SolutionsAid.

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And we're shooting this video to

introduce to you a new member of the

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SolutionsAid team and family, Dan Nickis.

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Now, Dan is a Facebook Clavio expert.

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And as a lot of you may or may not

know, SolutionsAid have just taken on

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Facebook marketing and Clavio marketing.

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Now, This is something that we've

been working on and chatting with

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Dan about for quite a while now.

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I personally have been working with Dan,

for probably 10 years in particular,

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maybe longer, but in particular using

this system that you have developed.

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I've seen the results of the

Klaviyo and the Facebook marketing

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system that you've developed.

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I've been doing the Google ads and

we've developed a, like a hybrid

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package where we have Facebook, Google

and Klaviyo all working together.

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Now what we wanted to do was first of all

introduce Dan, because Dan's going to be

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managing all the Facebook and Klaviyo.

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Campaigns and working with the solutions.

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I Google ads experts, but in particular,

we wanted to just go over the system.

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Now, this is a system that

Dan has developed himself.

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This isn't a ad hoc system.

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And like I said, I've seen the results

of this firsthand on multiple accounts.

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and we're gonna get Dan just to

walk through the infrastructure

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and the bare bones of the system.

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give you a bit of a background

as to, the genesis of the system,

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why he came about with it.

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we'll go from there.

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We'll show you a couple of results

from some, accounts as well.

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Dan, take it away.

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I love the genesis of the system,

the genesis, my trucking in there.

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the last few days I've been deep

down the hub, the water hall

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of Gemini thing with Google.

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All I can think of is Phil Collins now.

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thanks for taking the time to

let me come and chat with you.

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we do quite a lot anyhow, it's good

to get out and introduce myself

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to the people that obviously.

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Already solutions, a client

through Google ads or potentially

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looking at coming on board.

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So a bit of background about me.

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I'm a brand owner first.

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So a lot of what I learned was self taught

in the beginning, and that was through

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having my own brand called Gear March.

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Still exists today.

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It's been going.

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We're in our 8th year now.

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We started in 2016.

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a lot of these lessons and a lot of

the systems that I've developed are

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basically always trying to solve

the riddle of, online marketing.

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And it's changed significantly,

especially in the last few years.

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And that's why I developed this

system, the genesis of the new system.

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I don't know how to say it.

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I call it a matrix because

I thought it sounded cooler.

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But fundamentally, when we first started

advertising on Facebook, it was very easy.

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People weren't aware that we're

even putting ads in front of them.

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It was a case of, Hey, this is just

somehow popped up in front of you and

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people would click on it and buy it.

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Then our users started to

get a little bit more savvy.

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And we discovered that,

we needed better creative.

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We couldn't just put an image of a

product up and people click on it.

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We needed to, create a patent interrupt

and that became more sophisticated buyers.

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They got more options in front of them.

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They knew what an ad was and they made

it that decision that they need to make.

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But it would still work going, direct

to the consumer trying to sell,

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optimizing for purchase conversions.

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Then when, the iOS 14

change came in for 8.

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5 or whatever it was, with the Apple

privacy update, it threw a massive

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spanner in the works about the way that

we were all running our paid media.

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Google thrived during that time because We

just couldn't get the tracking on Facebook

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and it was very hard to run anything at

scale because we just didn't have the

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metrics and the data to work it out on.

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And what we found is during that

time there's been a bit of a shift

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in the way users are using social

media and also the way marketers

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are marketing on social media.

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So that's why I developed this system.

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I saw During that time that Google

was picking up significantly, it was

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doing a lot of the heavy lifting.

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It still owned a lot of the data

and it was passing that information

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through, and we have users that are

really intent, their intent is to go

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to Google to try and solve a problem

or find something or buy a product.

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So you think about things that people

type into there, and you know that

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their intent is to go there to find

a solution or to buy something.

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So what I decided to do was shift

away from trying to sell top of

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funnel, cold audience, purchase

conversions on paid social.

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So when I say paid social, I'm

talking about Facebook and Instagram,

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but the same principle applies for,

TikTok, Snapchat, Pinterest, we just

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weren't finding that cut through.

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So when I took a step back and

had a bit of a look at everything,

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the other component that we do

really well is email marketing.

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So when And we're using a lot of really

hyper focused segments in there and we're

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pushing some of that data back through

into Google and into our Facebook and

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Instagram ads, these specific audiences.

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And they're converting really well.

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And I was like, why aren't

we doing this on paid social?

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So why don't we develop a system where

we create awareness and engagement and

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we talk about the brand before we ever

try to sell anything to them and create

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these Really massive custom audiences

that will feed the Google machine.

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So people will become aware of us.

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They'll go to Google and search for us.

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Or alternatively, we have this really

solid email marketing system in

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the background, which I'll talk you

through a little bit later as well.

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that picks up based on user behavior,

puts them into different segments, or we

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use the custom audiences we're creating

on paid social to market to them there.

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So instead of it being Facebook and

Instagram ads sitting over here, so

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paid social sitting by itself, Google

sitting by itself and email marketing

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sitting by itself to create this

system where they all feed each other.

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So Facebook was, creating that

awareness and engagement because look,

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at the end of the day, Social media

has been around for quite some time.

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People don't like being sold to or cold

sold to unless it's like a trending

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cheap product that it's like an impulse

buy and most brands aren't that, people

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are going to social media to be social,

but they are still problem aware.

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They're not consciously thinking I've

got a problem and I'm going to go try and

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find a solution on Facebook or Instagram.

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But they're still consciously aware

that, subconsciously aware that they

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have a problem that they need to solve.

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So what we started to do is create

campaigns that raise awareness about the

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brand, that talk about the pillars or the

unique selling properties of the brand,

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and what problems that brand can solve.

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I wanted to also mention that you are

employed by Meta as well, aren't you?

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Oh, yeah.

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That's probably important, isn't it?

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along the way, developing these

different strategies and I

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started to work closely with Meta.

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I got put on there.

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Business Council in Australia, which is

basically, they would get us all together.

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people that were using the platform a

lot and using it they get us all together

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and they would say, okay, this is a

new product that we've got coming out.

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What do you think of this?

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Did you want to test it?

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Or what do you think we should do?

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Do you think we can do things better?

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And they would actually get our input

and there's some products developed

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out of those at Business Council.

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that is still around to this day.

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from there, they actually got me to

start presenting internally to the

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business council because I wouldn't

just go from what, it was out there.

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I was starting to develop my own

systems and strategy and they were

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really working better than what

everyone else on the council was doing.

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So I started presenting to them

and then they said, Hey, this

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is everyone should know this.

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So they then start subcontracting me

and I still do it to this day where

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they fly me around and actually teach

businesses how to use these systems.

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Global Metas, Global Traders.

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we won't get too granular with this

because this we'll do a 40 foot view

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of this and a 40 foot view of Klaviyo.

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Then we'll bring up a case study and just

show you here's something that Facebook,

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Klaviyo and Google made for a client.

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Okay, so I'll just shrink this down a

little bit so we can see a little bit

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more, but fundamentally, this is a matrix.

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no campaign stands on its own.

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So I've got the engine here,

which is my core campaign.

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So at what we'll call topper

funnel, I'm building awareness and

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engagement here with I then take

the audiences that I build here.

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Which is people that are engaged with

the brand that visited the website

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or they've, visited our page or

engage with their Instagram account.

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We those custom audiences.

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We exclude people who purchased in

the last 30 days and we put another

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campaign in front of them for ad recall.

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So these are people we've created touch

points with, they've watched our videos,

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they've clicked on our links, they've

been to our website, haven't made any

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purchases, no buying intent yet, but

they're aware of us, so we're making

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them aware that we're the solution.

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I then try and create more trust

with them by talking about the unique

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selling propositions of the brand,

how the brand solves this problem.

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And we do that in a

variety of different ways.

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From there, what we do is we then

we have what we'll traditionally

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call our bottom of funnel, where we

convert all the users that have viewed

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content or they've added to carpet,

they haven't purchased anything.

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That is the first time that

we actually try and get a

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conversion from these people.

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So your TOF and your MOF,

you're not optimizing for sales.

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It's all brand awareness,

making, people solution aware,

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content and solution aware.

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And then your BOF, you're just

focusing on the conversion action.

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we especially at Top of Funnel, we try to

emulate what influencers do in the market.

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I have a lot of user generated content,

that we use, and we push that out.

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I push that out with a

post engagement objective.

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And the reason is because I'm trying to

replicate what influencers do for brands.

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So influencers will say, pay me 500

and I will post this post for 24 hours.

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I thought to myself, I can get

user generated content, I can

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actually put a small budget behind

this, and I get CPMs of around 2.

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I'm hitting a thousand people for

2, that means that I'm going to

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hit multiple thousands of people.

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For the equivalent cost of

500 from the influencer.

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whilst it's not the same, it is,

an influencer compared to an ad.

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It does mean that, we're getting that

rich, we're getting that awareness, we're

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creating that engagement and the advantage

of us doing it is that we can create

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those custom audiences on the back end.

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Not a lot of peak, not a lot

of influences, will give you

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access to the custom audiences

and let you remarket to them.

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So then the second stage I'm at where the

middle of the funnel is, I'm not trying

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to sell to them again at this stage,

I'm trying to increase brand recall.

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So Facebook's got optimization

in there where you can put it in

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front of people for brand recall.

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And you've probably seen them as

a user very occasionally you'll

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get asked to do a little survey.

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I don't know if you've seen them.

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I definitely get them.

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It's do you remember this

ad from such and such?

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have you ever seen those surveys

come through on your feed?

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No.

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Periodically, they'll send out these

surveys and people either click yes or no.

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I got one from, a brand

the other day, Mini.

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It was like the cars, Mini.

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and it was like, do you remember this ad?

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And I actually said, no,

I didn't remember the ad.

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I don't even remember searching for it.

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It might've come up, but

I'm not interested in Mini.

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I'm not feeding that

brand awareness for them.

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I don't have that brand

recall or that ad recall.

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But other people would.

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And they'll go to a different bucket.

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So the algorithm is

out there finding them.

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and so by the time we then market to

them at that bottom of funnel, I'm using

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dynamic product images in the catalogs and

we're putting those products back in front

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of the people that we know are a problem.

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We're in solution aware and they're

also aware of all of our unique selling

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propositions and everything that we

can do and we address that through copy

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will sometimes talk about, if shipping

is a barrier to about free shipping, if

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where the products made if it's made in

the US or made in Australia, wherever

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they're from, we'll put that in there.

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if you've got some sort of

guarantee, we'll put that in there.

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If you offer a buy now pay later

solutions, we'll put that in there.

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So all those usual barriers that

you as a brand don't know when

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they pop up fairly regularly.

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You'll actually optimize your website

for it and you'll say on your website,

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the conversion rate optimization.

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We've got buy now pay later.

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We've got a banner that says free

shipping, but then we put an ad up and

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we don't talk about any of these things.

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I thought, why don't we?

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So we then have these different ads

going out, addressing all these different

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pay points or potential barriers that

people might have and we overcome

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those before they become an issue.

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And then when we put them

in this bottom of funnel.

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Traditional bottom of funnel, we find

that a lot of the barriers that already

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existed have gone because we've already

spoken to them at top of funnel, they

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don't qualify for the middle of funnel

unless they've engaged with this.

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It's not luck that they see those middle

of funnel ads and they're not getting

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the bottom of funnel ads unless they've

gone through the top and the middle.

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we know those people know who we are,

what we're about, and they've got

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a bit of an idea about, what we do.

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The other way that I do the other

thing that does fit into it is

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we create a loyalty campaign.

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Now, the easiest customer to

convert is an existing customer.

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We don't have to build this trust again.

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We don't have to try and convince

them that we're the solution to

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their problem, especially if you've

got a consumable based product or a

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product that wears out or runs out.

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And this is very applicable

to the example I'll show you.

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We've got a water filter

company that we run.

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This whole system on, obviously the

filters run out and they need replacing.

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So this is where, or they want

other products in the range.

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So we push through from our email

marketing and from the website, all of

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the buyers, and we use the pixel info.

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We put all the buyers in there

and we push other ads at them,

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push other ads in front of them.

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and that's what we test our new creatives.

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And.

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Even if the people don't become

repeat buyers again and again,

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then what they, we do find is that

they do engage with the content.

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And when they engage with the

content, it's usually positive.

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I've got this, I love it.

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I couldn't live without this.

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Whatever it is that they say, they'll

like, they'll share that comment.

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we take these creatives that we've

put in front of our loyal customers.

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And we push them back

into our middle of funnel.

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So we'll take the ad ID with

all of that social proof and

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all that positive comments.

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And, the liking of the sharing, and we'll

push that back in the middle of funnel.

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So when people coming from top of funnel

and middle of funnel, I start seeing

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these ads and not only solves their

pain points, there's that social proof.

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And it's people actually really love this.

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This person's actually bought it before.

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Again, we're overcoming another barrier.

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you're hitting the consensus,

influence point, aren't you?

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There's lot more people giving a lot

more positive feedback on the product.

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And look, the algorithm

loves that as well.

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getting good signals back.

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And it's going to then, push

that a little bit further.

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If you've got a very spammy, a very

crappy, junky product or ad, and

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you get negative feedback, you're

not going to see those cheaper CPMs.

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They're actually going to jack

your price up in the auction.

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It's why they do it because their

focus on social is user experience.

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It's not us as advertisers or brand

owners that want to try and market.

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Yes, they make money out of us,

but their number one priority is

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the best experience for their user.

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So they reward good content, good

products, good positive comments.

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And what about your

scaling campaigns here?

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Scaling ones is once we

get all this to work.

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We can start to scale by now going

for a purchase conversion of middle

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of funnel using our winning audiences

that we've got out of loyalty section.

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And then there's also, another

way that we try and convert

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that choosing advantage plus.

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So that's very similar to

pay max in, Google ads.

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it's a cover all that comes in.

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We're using dynamic creative there.

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We do some special things

by putting frames and logos

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of other people do as well.

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this whole thing just

keeps feeding itself.

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Top of funnel feeds middle of funnel.

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Loyalty creatives feed middle of funnel.

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Bottom of funnel is fed

by middle of funnel.

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the warm middle of funnel here.

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You get the idea.

306

: 00:15:08

It's just all interweaving with itself.

307

: 00:15:10

And guess what happens when you do this?

308

: 00:15:12

You build top of funnel, middle of

funnel audiences, they come to your

309

: 00:15:16

website, they're going to fill in your

lead forms or your sign up forms or your

310

: 00:15:19

pop ups when they come to the website.

311

: 00:15:21

What they're also going to do, and we

can see this using tools like Northbeam,

312

: 00:15:25

and we can see this customer journey,

is that they'll engage with us at Top

313

: 00:15:29

of Funnel or Middle of Funnel, then

they will go and do an organic search

314

: 00:15:32

on the brand in Google Ads, or they'll

get picked up in a brand campaign,

315

: 00:15:36

or they'll get picked up in PMAX with

the remarketing that's going on there.

316

: 00:15:40

or direct is it?

317

: 00:15:41

Or direct, yeah.

318

: 00:15:42

They're typing directly into the URL.

319

: 00:15:44

But we've got, the point I'm making

is that we see a lift in everything.

320

: 00:15:48

We see more subscribers

coming through Klaviyo.

321

: 00:15:51

And we see a lift in the

spend and return on Google.

322

: 00:15:55

Because the audiences are getting bigger.

323

: 00:15:57

There's more people aware

of the brand, aware of the

324

: 00:15:59

products, aware of the solution.

325

: 00:16:00

So they keep feeding in.

326

: 00:16:02

And how does Klaviyo fit in to all this?

327

: 00:16:04

So Klaviyo, we'll specify you.

328

: 00:16:07

It's whilst it's email, it's

specifically Clavio, isn't it?

329

: 00:16:12

100 percent it is because it

integrates the best with e commerce.

330

: 00:16:15

It's phenomenal.

331

: 00:16:17

Not so much for service based

industries, things like that, but for

332

: 00:16:20

e commerce, we won't use anything else.

333

: 00:16:22

So we create a special system that

in part replicates this matrix here.

334

: 00:16:27

So we've got seven flows

that we have, and this is the

335

: 00:16:29

journey we take people through.

336

: 00:16:31

So initially.

337

: 00:16:32

We'll have a flow and these are

automated and we settle these

338

: 00:16:35

up for brands, leads retarget.

339

: 00:16:37

So this is people who've opted

into our sign up form, our pop

340

: 00:16:41

up, but they're not customers yet.

341

: 00:16:43

So we want to take them through a

journey very similar to the top of

342

: 00:16:47

funnel journey that we have on our

face, Facebook and Instagram strategy.

343

: 00:16:52

If they then on the website go

and look at something on there.

344

: 00:16:56

We'll call them warmer audiences

who create abandoned browse so

345

: 00:16:59

they're like window shoppers.

346

: 00:17:00

Again, they're in a different

segment, moving more towards

347

: 00:17:04

our middle of funnel strategy.

348

: 00:17:05

Just to touch on that abandoned browse

too, so the abandoned browse for those

349

: 00:17:08

that aren't aware is They are, if someone

comes to your website, even if they don't

350

: 00:17:13

click add to cart, they could just be

looking at a product and then they bounce,

351

: 00:17:17

they are now straight away into a flow

because Klaviyo has a feature that if

352

: 00:17:21

there's some sharing of emails across all

Klaviyo customers, that's right, isn't it?

353

: 00:17:25

Yeah, so it works very similar to

your Facebook or Instagram pixel

354

: 00:17:29

or your Google, scripts or tags.

355

: 00:17:31

It's just tracking people

across your website.

356

: 00:17:35

So we get them as window shoppers.

357

: 00:17:36

They're like a middle of funnel,

abandoned cart and abandoned cart.

358

: 00:17:40

That's your traditional, someone fills

in your cart or put something in the car.

359

: 00:17:44

It doesn't enter any of their details.

360

: 00:17:46

They've abandoned the cart.

361

: 00:17:47

Same technology is abandoned

browse, picks them up and they

362

: 00:17:50

get put into that segment.

363

: 00:17:52

Again, we're at that middle

of funnel stage, maybe more

364

: 00:17:54

towards the bottom of funnel.

365

: 00:17:56

We've got, abandoned checkout.

366

: 00:17:57

So this is people with a lot of high

intent, but they filled in all their

367

: 00:18:00

details at the checkout stage, but left.

368

: 00:18:02

Again, you can see how this is

replicated in the plain social

369

: 00:18:05

strategy, and in turn, it's

replicated in the Google Ads strategy.

370

: 00:18:09

when someone does become a

customer, we welcome them.

371

: 00:18:13

With either a new or

return customer split.

372

: 00:18:16

And the reason that we do that is

that loyalty that we're talking

373

: 00:18:19

about, it's easier to convert

someone from a, if they're already

374

: 00:18:22

a customer into a repeat customer.

375

: 00:18:24

So our intent with this is initially to

try and get them to become a customer.

376

: 00:18:28

But then we hit this area

here where there's loyalty.

377

: 00:18:31

And what we're trying to do

is we're trying to convert

378

: 00:18:34

them into a repeat customer.

379

: 00:18:36

And then our next intent

is to make them into.

380

: 00:18:40

A multiple customer, not just a one

off repeat customer, but reduce that

381

: 00:18:44

time frame down between purchases.

382

: 00:18:46

Obviously, they're fitting with

your brand, but we're looking

383

: 00:18:48

at frequency of purchases then.

384

: 00:18:50

these systems down the bottom are

designed to increase your LTV.

385

: 00:18:53

Correct.

386

: 00:18:54

we're going for that loyalty.

387

: 00:18:56

And guess what happens when they

come to your website and they

388

: 00:19:00

do all these different things?

389

: 00:19:01

It builds up the audiences

in your Google ads.

390

: 00:19:03

It builds up your custom audiences

in your Facebook and Instagram ads.

391

: 00:19:07

And you can see how they all

just keep feeding each other.

392

: 00:19:11

I might not have converted

them on an ad from Facebook.

393

: 00:19:15

hey, look, they've signed up.

394

: 00:19:16

We've now got them at this stage

here where they've abandoned the

395

: 00:19:19

cart or abandoned the checkout.

396

: 00:19:22

That is going to trigger an

email, but it's also going to

397

: 00:19:25

put them in a custom audience.

398

: 00:19:26

In Facebook, and it's also going to put

them into an audience in Google because

399

: 00:19:31

all the different scripts are firing.

400

: 00:19:33

So then we've got cross sells upsells.

401

: 00:19:35

This is where our repeat customers,

we're looking at our normal add

402

: 00:19:37

ons that we have, again, has to

be something appropriate for your

403

: 00:19:40

brand, but most brands do have

something we can cross sell upsell to.

404

: 00:19:44

When back, so this is we try

and also reengage with customers

405

: 00:19:47

that become disengaged with us.

406

: 00:19:48

So at some stage they were a customer.

407

: 00:19:51

They haven't purchased

from us for a while.

408

: 00:19:53

They're not engaged with us.

409

: 00:19:54

So we try and incentivize

them to come back.

410

: 00:19:56

there's also campaigns

that go on top of that.

411

: 00:19:58

So this is your business as usual.

412

: 00:20:00

This is always running in the background.

413

: 00:20:01

They're always optimized and updated

and they contain a lot of content,

414

: 00:20:04

but then there's still your normal

campaigns of which we send Between two

415

: 00:20:09

to four campaigns out a week for brands,

depending on what they want, how big

416

: 00:20:13

their list is, how active they've been

in the past, those sorts of things.

417

: 00:20:17

I'll just show you some just to show

you this works like this is for six

418

: 00:20:21

months, the last six months we've

been running this exact strategy on.

419

: 00:20:26

a brand, I won't say the brand's

name, but, we've been running

420

: 00:20:28

this exact strategy on a brand

where we do their paid social.

421

: 00:20:32

So they have Facebook and Instagram ads.

422

: 00:20:34

we've got their Google ads and

we've also got their, Clavio and

423

: 00:20:36

this whole system just works up.

424

: 00:20:38

So they've doubled their revenue

in the last, two years working with

425

: 00:20:43

us and this system in the last six

months has really ramped it up.

426

: 00:20:46

this is their real time ad account.

427

: 00:20:49

you've got 1st of August 2023 to

th of February: 2024

428

: 00:20:53

going 6 months worth of data.

429

: 00:20:56

This is only things that have

had delivery during that time.

430

: 00:20:59

And we've got

431

: 00:21:01

spend of a bit over half a million,

so the system's working well.

432

: 00:21:05

At a ROAS of 5.

433

: 00:21:07

54.

434

: 00:21:08

Purchase conversion value sits at 3.

435

: 00:21:11

1 million.

436

: 00:21:11

not bad.

437

: 00:21:12

Conversion rate 6.

438

: 00:21:14

31 for that and you can see here,

I'll click through and I'll show

439

: 00:21:19

you these are in Australian dollars.

440

: 00:21:21

So they do come down a little bit more.

441

: 00:21:23

we look at that type of funnel

and this is for 2 regions.

442

: 00:21:26

It's Australia and New Zealand.

443

: 00:21:27

So I'll just show you the Australian

clavier in a minute, but that's why

444

: 00:21:30

you'll see AU and New Zealand in here.

445

: 00:21:33

but you look at this here,

we're looking at CPMs of 5.

446

: 00:21:35

11 there at top of funnel.

447

: 00:21:38

Top of funnel down here, 4.

448

: 00:21:40

44.

449

: 00:21:42

middle of funnel when we're

building that brand awareness, 9.

450

: 00:21:45

40 a CPM.

451

: 00:21:47

And the crazy thing is we've

made conversions at a rise

452

: 00:21:49

of 4 on the middle of funnel.

453

: 00:21:51

There is no intent to get purchases there.

454

: 00:21:53

This is purely just brand

awareness at recall lift.

455

: 00:21:57

but still, because we're talking to

them, we're saying the right thing.

456

: 00:22:01

So you can see the cold brand one,

it's got a really low conversion rate.

457

: 00:22:05

That's just because we're creating

awareness, their engagement.

458

: 00:22:07

we then move through a little bit

further and this one's been scaled out.

459

: 00:22:11

Obviously, the middle of funnel purchase

one that we're talking about, the Wall

460

: 00:22:14

and Middle of Funnel Scaling Campaign.

461

: 00:22:18

It operates at 7.

462

: 00:22:19

11 ROAS, so 15, 000 spend for 100,

000 and nearly 112, 000 return.

463

: 00:22:26

if we then look at the other scaling

one, so the bottom of funnel here,

464

: 00:22:30

which is the traditional bottom of

funnel that we're talking about here.

465

: 00:22:35

It operates at 15.

466

: 00:22:37

81 return, again, 17, 272, 000 out, people

saying, why don't you scale that harder?

467

: 00:22:44

We need to be mindful of frequency.

468

: 00:22:45

We don't want to annoy people.

469

: 00:22:47

Those audiences need to be big enough.

470

: 00:22:49

and these are the other extra

scaling options that we had here.

471

: 00:22:52

that we talk about here when

it's working with the advantage

472

: 00:22:54

plus and they're operating at 5.

473

: 00:22:57

69 and 4.

474

: 00:22:59

95.

475

: 00:23:00

and that's a mixture of top and

bottom of funnel there, top,

476

: 00:23:03

middle and bottom of funnel.

477

: 00:23:05

our loyalty one where we come in and

we test all the different creatives

478

: 00:23:08

that we push into the middle of

funnel, they're operating at 13.

479

: 00:23:11

5.

480

: 00:23:11

So these are real figures.

481

: 00:23:12

This is six months.

482

: 00:23:13

This isn't like we've had a good run

for two weeks and we're going to go

483

: 00:23:15

and tell you, Hey, this is amazing.

484

: 00:23:17

What this is.

485

: 00:23:18

This is legitimate.

486

: 00:23:19

This is six months of consistency.

487

: 00:23:21

This is, yes, there was Black Friday

in the middle of that, but there was

488

: 00:23:24

also, your January, where traditionally

have a bit of a downturn, or there was

489

: 00:23:27

the middle of, back as far as August.

490

: 00:23:29

yes, this is all the quarter

3 and all the quarter 4.

491

: 00:23:33

if we look at the Google Ads, again,

it's a slightly lower spend, but we've

492

: 00:23:39

spent about, 200, 000 in here and it's

brought in over 900, 000 at a ROAS of 4.

493

: 00:23:48

54.

494

: 00:23:50

So again, excellent ROAS.

495

: 00:23:53

You can see brand is

doing really well here.

496

: 00:23:55

As you'd expect with this crowding, all

this awareness and engagement, people are

497

: 00:23:59

then coming and looking for the brand.

498

: 00:24:00

It operates at that 13, nearly 14 ROAS.

499

: 00:24:04

Your cold top funnel does well.

500

: 00:24:05

P max does well.

501

: 00:24:07

but I won't go into the actual

some of the background of some of

502

: 00:24:10

these products about why they've

done well, but you get the idea.

503

: 00:24:15

it's actually fantastic.

504

: 00:24:17

that's even with some of these best

sellers being out of stock quite

505

: 00:24:20

regularly, that's probably what

I'm getting at is that you did have

506

: 00:24:23

some best sellers out of stock.

507

: 00:24:25

Yeah.

508

: 00:24:25

So I've got and what about clavio?

509

: 00:24:28

it is a clavio if we look up here

Last can see you've got first of

510

: 00:24:32

all is 2023 to, the 28th of January.

511

: 00:24:37

this is just one of the regions.

512

: 00:24:39

There is the other region as well,

which is why you've noticed there's

513

: 00:24:41

a discrepancy between there was 3.

514

: 00:24:44

1 million in here on ads manager

and purchase conversion here.

515

: 00:24:47

It's 2.

516

: 00:24:47

2.

517

: 00:24:48

the other region makes

up the remainder of that.

518

: 00:24:50

It's a different play.

519

: 00:24:50

The other camps is a different website.

520

: 00:24:53

But fundamentally, our

systems are brought in.

521

: 00:24:55

31.

522

: 00:24:56

15 percent of their revenue.

523

: 00:24:58

And that's another metric I

just wanted to bring up too.

524

: 00:25:00

when you're doing, an audit of an

account, you are basically saying email

525

: 00:25:05

should be bringing in around 30 percent

of your total revenue, shouldn't it?

526

: 00:25:08

I'll say 20 to 40%.

527

: 00:25:11

And that sort of gives me.

528

: 00:25:12

good leeway.

529

: 00:25:13

some brands operate in that mid

20s, which is still better than

530

: 00:25:17

where they were when we take over.

531

: 00:25:18

Some operate up as high as 50.

532

: 00:25:20

Our average is 30.

533

: 00:25:22

but we're dealing with a broad range

of different brands and products and,

534

: 00:25:26

systems and strategies they've got, but

consistently when we have paid social.

535

: 00:25:30

Working with Facebook and Instagram.

536

: 00:25:31

We've got the Google ads being

run properly and we've got

537

: 00:25:34

our system set up in here.

538

: 00:25:36

30 percent is what we see when we see it.

539

: 00:25:38

It's a drops off in there.

540

: 00:25:39

It's usually because we're not in

control of one of those leaders, so

541

: 00:25:42

we're not sure whilst they're doing,

we know they're doing a reasonable

542

: 00:25:46

job at it, whether they're doing

it internally themselves or whether

543

: 00:25:49

they've got another agency doing it.

544

: 00:25:51

what we do find is we don't

have total control over it.

545

: 00:25:54

So we can't pull the right leaders at

the right time to try and force those

546

: 00:25:58

figures to where we want them to be.

547

: 00:26:00

and just seeing here the flows,

these are our pre purchase.

548

: 00:26:04

So this is the ones that, where

people are signing up to the list

549

: 00:26:07

if they haven't purchased yet.

550

: 00:26:08

It's bought in 161, 000 this year.

551

: 00:26:11

Abandoned Checkout, Abandoned Browse,

Abandoned Cart, we do incorporate

552

: 00:26:16

SMS in as part of this strategy, it

supplements what we're doing, we've got

553

: 00:26:20

our filter reminder service here, so

these are the ones that are, the upsells,

554

: 00:26:25

cross sells, remember I said you have

consumable products that wear out, they

555

: 00:26:29

get eaten or they wear out, like coffee

companies, clothes wear out, or people

556

: 00:26:33

want to wear matching clothes, this is

where we've got those upsell, cross sell

557

: 00:26:37

flows, and we do have a strategy where

we run a lot of giveaways, but that's

558

: 00:26:40

probably can't get into that right now.

559

: 00:26:42

It will take way too long.

560

: 00:26:44

Yeah, no, we'll talk

about that another day.

561

: 00:26:46

But you can see here, we've got our recent

campaigns as well, that we're running.

562

: 00:26:50

So we're getting campaigns

that are generating thousands

563

: 00:26:53

of dollars every time.

564

: 00:26:55

Open rates are up over 40%.

565

: 00:26:57

Click rates, depending on, what it is

we're sending out, vary anywhere from 4.

566

: 00:27:02

27 down to 4.

567

: 00:27:05

57.

568

: 00:27:06

Fundamentally, people are still

interested, they're still opening

569

: 00:27:09

them, they're still making

great revenue out of them.

570

: 00:27:12

heavy lifting is done by the campaigns.

571

: 00:27:15

They make up about 60 percent of the

revenue that comes through an email

572

: 00:27:18

with the flows making another 40.

573

: 00:27:20

So we sometimes find

brands would take over.

574

: 00:27:22

They're running their campaigns

all but they've got no flows.

575

: 00:27:24

they're leaving 40 percent on the

table, they're missing out on it, not

576

: 00:27:29

to mention how that impacts on the

performance of paid social and Google.

577

: 00:27:32

If you're not creating more touch

points with these potential customers

578

: 00:27:36

or existing customers, you're trying

to convert into repeat customers.

579

: 00:27:39

Cool.

580

: 00:27:40

That's our, system in a nutshell, a very

big nutshell and a very complicated one.

581

: 00:27:46

there's three spokes in the wheel,

there's Facebook, there's Klaviyo,

582

: 00:27:49

there's Google, they all work together.

583

: 00:27:51

Yeah.

584

: 00:27:52

every, whilst it is a system and

a templatized system that you've

585

: 00:27:56

got, everything is individualized

to the brand, isn't it?

586

: 00:27:59

Has to be.

587

: 00:28:00

And, to the point that, we ask people

for their brand kits, everything is

588

: 00:28:05

specific to the brand, their customer

avatar, the creatives, the style.

589

: 00:28:11

It's a daily task.

590

: 00:28:13

We're in there, we're in these accounts

every day, making sure things are

591

: 00:28:15

doing what they need to be doing.

592

: 00:28:17

Yeah, and there hasn't been a client

that we've worked on implementing

593

: 00:28:21

all these 3 omnipresent, multi

channel, whatever you want to call it.

594

: 00:28:27

there isn't a brand that we've worked on

that this has not worked for, in terms

595

: 00:28:30

of we've seen a lift in performance.

596

: 00:28:32

We've seen varying degrees of success,

but we're always seeing success

597

: 00:28:35

here using this strategy because

it is such a logical strategy.

598

: 00:28:41

And it does play on the algorithm

in Facebook and Instagram.

599

: 00:28:45

It does then create

that intent for Google.

600

: 00:28:48

And we do have that other touchpoint

with them through email where we just

601

: 00:28:52

keep pushing them through the system and

pushing through and pushing them through.

602

: 00:28:56

Not to the point that we're annoying,

but just so that the point we're

603

: 00:28:58

still present and relevant to them.

604

: 00:29:01

Because if you're not doing this, your

competitor is going to be doing it.

605

: 00:29:04

so if anyone's interested in, or they

want to get a free audit from Dan, now,

606

: 00:29:09

just to reiterate to Dan that whilst

it's in a user's best interest to have

607

: 00:29:16

Facebook and Klaviyo together, isn't it?

608

: 00:29:17

Because it's just the way they work.

609

: 00:29:19

Yes, I think integration that

connects the two between each other.

610

: 00:29:23

So you can connect these segments

you make out of Klaviyo into.

611

: 00:29:28

Facebook ads manager.

612

: 00:29:29

It also connects to Google.

613

: 00:29:31

Like it's just a whole

synergy between them all.

614

: 00:29:33

one of the things we also do is inside

Google ads is creating custom match lists.

615

: 00:29:37

And if you don't have a third party tool

that creates that, and cause we like to

616

: 00:29:41

have it synchronized in real time, we

can just drag it directly from Clavio.

617

: 00:29:45

That, that is, a great feature.

618

: 00:29:46

I have to admit.

619

: 00:29:47

Awesome.

620

: 00:29:48

That's great.

621

: 00:29:48

Thanks for sharing all that with us.

622

: 00:29:50

we'll drill into some more

details in our next catch up.

623

: 00:29:53

in particular, we can go over maybe

the evergreen, prize giveaway,

624

: 00:29:58

which is, that works really well.

625

: 00:30:02

and I think you and I are going to

be kicking off a bit of a hybrid.

626

: 00:30:06

Pretty soon using YouTube ads, and

check the performance using this brand.

627

: 00:30:11

So that will be a good

case study actually.

628

: 00:30:13

Yeah.

629

: 00:30:14

And so if you do want an

audit, please reach out.

630

: 00:30:17

it's an audit of both

your paid social account.

631

: 00:30:20

I'm assuming Google will be open as well.

632

: 00:30:22

There's no harm in having

someone look at it.

633

: 00:30:24

It's you could be missing out

and you could be doing better.

634

: 00:30:26

it isn't like a precursor

to, you have to, use us.

635

: 00:30:29

It could just be that, someone has a

fresh set of eyes looking at it going,

636

: 00:30:33

Hey, yeah, you are on the right track or

you could be doing this better or hang

637

: 00:30:36

on, you're missing out on a lot here.

638

: 00:30:37

one we find is don't know

what they don't know.

639

: 00:30:40

And then when we have a look

at it, I'm like, you guys

640

: 00:30:43

could be doing so much better.

641

: 00:30:45

And they're like, really?

642

: 00:30:46

And I'm like, yeah.

643

: 00:30:47

And the great thing is that these custom

audiences we make and your email list

644

: 00:30:51

that you've got, that's your data, you

own it, so you can use it how you want.

645

: 00:30:57

And, you might as well, you're

paying to have these leads, you're

646

: 00:31:00

paying to get the traffic to

your website, you might as well.

647

: 00:31:02

squeeze as much juice

out of it as you can.

648

: 00:31:04

Awesome, mate.

649

: 00:31:05

Thank you for your time.

650

: 00:31:06

Great chatting with you as usual.

651

: 00:31:08

till next time.

652

: 00:31:08

Till next time.

653

: 00:31:10

Till next