Facebook Advertising Tips 2019

June 20, 2019

Words to video below for the hearing impaired.

How many people here have bought something on wish the shopping app raise your hands raise it high own it don't be scared cool how many people here have never heard it's cool I need the honesty here and everyone's very fucking like this how many people here have never heard of wish the shopping app raise your hands this is the best moment of my life one more time you have not heard of wish the shopping app raise your hands high okay this is the best thank you very much wish depending on who you listen to because it's a private kind of thing company is doing anywhere between three to six billion dollars in revenue which is probably the closest thing to any kind of conceivable threat to Amazon in the world which is doing three to six billion

dollars in sales they're spending 98% of their money outside of a Lakers Los Angeles Lakers patch on the Jersey and the McGregor Mayweather fight they bought the corner outside of those two activations they were spending 98% of their money on Facebook ads wishes founders are engineers from Google that worked on the Google AdWords product wishes doing three to six billion dollars in sales and more than half of this room this room not some fucking random hundred people on the street in London this room more than half of the people don't even know what it is that is the punchline thank you you got your perspective wanna be happy don't you want to be happy how many people here are entrepreneurs and run their own business raise your hands so for me just hi just for my own context so for me this group more than anybody is the most interesting because for them I can comfortably say every dollar you do not spend on Facebook and Instagram during this

era you'll regret not spending I can't believe how much I'm spending because what really is the conversation that's not being had in this space is what we all need as brands or entrepreneurs or individuals which is a lot more content if you really deeply understand how many people here on the media side like our media

practitioners of Facebook just raise your hands so these individuals that just raise their hands they deeply know that that especially when you really know it that the vulnerability / the opportunity is we need a hell of a lot more content that's contextual to the planning capabilities of the platform the the big aha the big thing that I would love for people to leave here if it brings them value is understanding that I'm producing a hundred pieces of content a day from my brand and I'm probably a thousand to four thousand short of what I should be doing I I failed to almost all my classes but one class that I got A's and B's in consistently was history and it's really interesting how that's played out in my career I would implore all of you if you really want to get a an

input to what I think is happening here if you if you if this conversation involves in the next hour and it's valuable I would implore you to watch the first 100 commercials made for television the first 100 commercials made for television which is been widely fine on YouTube were radio ads they were somebody holding up something or an image and then a man read a script and so a radio ad was put and made into a television commercial America runs on bull of a time because we as a creative advertising field in the industry and the businesses hadn't figured out what the television commercial was to me the most interesting thing is in 2018 I think most of us agree we've all accepted that taking a television commercial and putting in your Facebook feed or YouTube that doesn't work I think we all kind of got there but there is a far bigger 301 to that 101 point of view that needs to be talked about which is okay but what does the while we're at the commercial shoot let's shoot some collateral and use that for Facebook is also a very 101 point of view if anybody is producing TVC

and not producing a hell of a lot more content while they're there they're already disproportionally behind the reality of the things that we should be doing way more importantly to me is should it be interpreting that spot or should we be changing out actors and actresses that demographically would be able to be powerful to the people consuming it should we be bringing other products and things there that allow us to shoot completely different things I think we have a very weak creative conversation around the new channels because I think we come with a perspective from the old world I have empathy to why that is we you know one of the biggest mistakes that people make is they make decisions in a focus group of one I have never made a business

decision in my life based on my own behavior that is laughable stupid and just naive at best and ideologically the kind of like it's just it's not a good idea and so I'm fascinated by how many people go into rooms and say Gary you're right my fourteen-year-old daughter uses Instagram great John you know it's it's this is not about you where your three friends or your 17 year old niece or like what your grandma did yesterday this is fucking data at scale this is black and white happened this is not happening this is incoming 90 plus percent of the fortune 500 CBG brands are declining in market share in their marketing behavior 80% of their spend is

either on television or programmatic digital which is digital 2006 this is not confusing meanwhile Jim shark and fashion OVA and Lola and movement watches are going from zero to 25 fifty a hundred five hundred million dollars in sales on 100% spend on influencer Facebook and Instagram this is not subjective debate like if a video is funny this is what's happening in the business world one of the things I recommend all of you is at least one time in your career make a fundamental career change and go into an industry with fresh eyes you will be stunned how smart you will be I think that was my great advantage I didn't know when I started vaynermedia I didn't know that media and creative was separate it was just when I did at Wine Library and the only way I saw the internet work and so I just built that it wasn't smart it was naive and practical and so my rant here is predicated one thing this is a in 2019 to even have this conversation is underwhelming in 2019 to even have this conversation is underwhelming like this has been proven this is no longer should we guess

there's countless examples now the problem is for some people that are in the trenches and have run stuff is like anything if you don't play a item right it won't work unbelievable amounts of money have been wasted on Facebook and Instagram because of a million different things the creative was not strong the targeting and the creative was not contextual to each other there's a million different reasons why it's happened so you know the ROI of a piano to me is zero to Elton John it's been a billion dollars like this isn't you know cool it works but now what I think that Facebook's and Facebook knows this my points of view on Facebook's best practices

creatively is something I fundamentally disagree with because I think it panders to reporting and things of that nature but back to the creatives in the room like you want to win creatively make something that's good like make something people want to watch like you can't imagine what happens when you make a piece of video content that's really good that people watch for two minutes and nine seconds all the way through or 50% of the way through and then you remarket them with a call to action you can't imagine you want to really believe in marketing do that you want to really believe in how marketing works let me give you the quickest way you can feel really good at putting your head on a pillow and saying yeah this shit actually works make a great

fucking video target it properly get hundreds of thousands of people to see quite a bit of it and then remarket them for a call to action and watch how many convert you'll believe in marketing for the rest of your life it works it's just that nobody's natively building for that my big thing is this I bucket into two groups of people right now one the people that work at companies and what they spend their money on versus two the people that have to feed their families with the business of success and what they spend their money on and when you go look at the people that work at corporations and spend money on the media side and creative and what they're buying and then you go look at entrepreneurs who have to put food on their table and what they're

spending their money on that will give you the biggest indication of what I think is going on tonight and by the way that and I want to make this perfectly clear that doesn't mean a CMO or a head of media at an agency is a bad person stupid or wrong it means that's the game they're playing of course if your CMO of a company that's internal mmm doesn't score social but over scores TV you're gonna allocate those dollars because your bonus is predicated on hitting your numbers and you've got to buy a second car for your daughter humans humans are why very very very big businesses go out of business and so I'm super pumped because a ton of huge

businesses are about to go out of business and not because I want that carnage because I love the merit of the market another random thing this is just more like fodder it is scary how underpriced influencer marketing is if you deeply understand it mainly because humans don't know how to price themselves some are completely out of their mind and 120 thousand a post when there were 300 dollars in media and they bought their fans and you can tell I love these fuckers with 4 million followers on Instagram with like 9 likes we know what

you're doing dick but on the flip side boy the long tail of influencer marketing is fascinating getting a thousand different people now it's a lot of hand-to-hand combat it's a lot of non-working media dollars to get it done but in net efficiency to the business result you're looking for it's super real I think the best way to build any brand is deeply deeply into truths and authenticity right so when I started putting out content for example I curse on stage if you go look at my 2007 videos on YouTube I get murdered in the comments section for cursing right far less acceptable 11 years ago than it is today for whatever reason but I wouldn't waver because it was just the way you know when you're a Jersey boy this is just how you fucking talk you know and so one you've got to be you all the way through authenticity is such a like played-out term but it's kind of like stereotypes they're

grounded in some truths authenticity really matters high volume of content not overthinking the audience in the way that most people don't show them true selves because they're worried about losing certain people around certain things thus they become Vennela right to me if you're up into marketing but also a Jets fan and also you garage sale on the weekends and also you like root beer and sneakers put it all out maybe my marketing community doesn't want the sneaker stuff but maybe they do and so a lot of overthinking so volume of content I think really being grounded in the distribution of ads like the fact that you can now again because the Facebook brought it back target based on employees of costs of companies just think about your business you can target content based on employees of companies so literally your video could be hey does your CMO know that be the beginning of your video or like please make sure you're head of HR knows all of a sudden

three people of the four thousand that you targeted forward that video to the head of HR this is back to being a practitioner so I think being grounded in the media capabilities producing content and the final thing I would say is make it consumable based on them not on you meaning video audio written word all if you can now if you're shy in front of a video which I have empathy some are then you shouldn't do it but if you can do video it's the Holy Grail because then you can strip the audio for podcast and audio you can eventually at first you can transcribe but if you build up you can hire somebody to transcribe it into LinkedIn medium and Facebook posts and then also you know what I put out a deck an 88 page deck recently I think it's titled garyvee content

model I literally just gave all my like everything I do my secrets for free it's out that you should look at that the thesis is make content and then interpret it contextual to the channels right so maybe a quote from this talk becomes an Instagram quote with a picture on it maybe this audio I for fact this talk will be a podcast episode for me so things like that so it's creating content from content because you're busy and you're one person so there's an efficiency of content production from a masterpiece of content that creates collateral that makes the volume that you're looking for more palpable than create it's more documenting than creating which is you

can imagine makes it a lot easier because the creating part is what holds people back so the constant debate we have at work yes is what should frequency strategy be can you burn bar people too much do they really get annoyed do you even remember your ad so they say three times what you're so I think it comes down to like you know it comes down to what you're bombarding them with can the New York Jets bombard me too much absolutely not bombard away right can Milky Way candy bars bombard me too much they sure can cuz I don't really like it or consider it but if they're creative is clever or utilitarian or interesting what about more importantly if they gave me four different cream instead of one this this question is predicated on the lack of the thing that I think people need to fill which is more creative right I think you'd have you know one could argue and my team argues about this all the time to do we just run the 13 videos that have been proven to

resonate with people in perpetuity or do I keep creating new stuff and what's the cadence the answer is there's a level of both to the result I think that I think it's a really bad idea to keep showing people shit that they don't want so that is for sure that being said there's also a conversation that should be had in our industry which is difficult because of the technology advancements of potential reach an actual reach potential consumption and actual consumption meaning I would also argue you can run that same Milky Way ad to me four times I just might not see it the first three times even though it's registered as a view but the fourth I may you see where I'm going so I think this is why we desperately have to tie this whole world into if Milky Way was testing how it was doing in Dublin at sea stores over a one month period it'd be you'd get far better answers than

philosophical debate in all those hours of the philosophical debate if my company actually spent the right amount of time in the meetings that we should be spending I'd have 400 less employees we're in meanings debating dumb shit 24/7 in this industry if we took half that time and did it into doing and testing and tasting we'd all be much further along you

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