I know a lot of business owners do those things because they feel like a couple of years ago when the algorithm changed, they kind of pinched everybody and everybody lost reach. Uh, so, you know, that was smart, right? They crunched everybody for reach and they said, Oh, just click this button and you can have your reach back for 20 bucks. But to me, I kind of say on that, I don't like it. And for my money, I think it's better to just dive into the pro side of the system and really get smart with it and, and develop some campaigns that are part of your bigger marketing strategy that actually going to support those efforts and potentially bring you some leads and new customers, if not, uh, you know, raise awareness and keep yourself top of mind, which is one of our big objectives with all of our advertising. 

So let's go over kind of just, I gotta break this up, cause these videos are getting along. So today we're just going to focus on kind of the basic stuff that they can do for you. Um, the, the ads are typically visual. So the Facebook likes you to have a picture or some sort of image associated with the ad. So it's very different than Google ad words. Like you're not going to put an ad there and it's also different in the way that operates in so much that you say you deploy your ads based on audience audience-based data. So that's interests, demographics, and all of these settings that they have in there where you can hopefully weed out the people that would like your product or service. Um, and that's another part that gets tricky, but it's not based on keywords. Uh, it's very different from some of the other stuff we covered as it relates to pay-per-click and so forth. 

So it has its own thing. Now, the other thing you need to recognize is that while Facebook claims 3 billion, something users as of this video, uh, it is its own little fishbowl, right? It's it's when you place an ad on Facebook, it doesn't go anywhere else. Like it's not on the internet, it's in their social media platform it's on. So somebody has to be in the app or be on the, uh, Facebook page on the desktop. You know, they're, they're not just going to bump into it anywhere, which is makes it strategically very different than media buying display purchases through Google and to some degree, even PPC, which is kind of, you know, to me happening at the gateway, the internet where everybody's using Google, uh, opening search page to generate some queries. So it it's happening in its own little universe, the Facebook universe on this video, I'm not going to jump into the fire. 

I know some of you are like, well, what about Instagram? They own it. Yeah. We know that they do own Instagram and the ad platform supports both. But for today, we're just going to focus on the one side of the equation, which is the Facebook side of the equation. So something that's important for you to know as a business owner is the demographics of Facebook are definitely different than Instagram. Um, there's probably, you know, in my mind, it's a little bit of an older crowd. Facebook was around first. So it's, you know, the pages and users are in some ways more established. Um, it's not as fast acting. I think people spend more time like engage on individual pieces of content. I think Instagram definitely has great scroll engagement, you know, as people flip, flip, flip, flip, flip, but, uh, Facebook people actually do dig in more to content stories, you know, and, and groups. 

And there's kinda like there's a little bit more of a sticky vibe to it and the way it's structured, then Instagram's sort of like just cruising interface that they have. So that's something to pay attention to. As you decide where to go with what you do, if you have a product or service, that's more slated for say an older demographic, say 35, plus then this is probably a great spot for you. If you're really feeling like your stuff is more 35 and younger than yeah. Start thinking about how to design the campaign to engage that audience probably over on Instagram. So we're sticking with Facebook today though, but it's important to understand the differences because there are interface differences, the ads and the way they work are actually different and the demographics are differences. Okay. So the big trick, just to cover the tricks and things that you need to focus on, you'll hear this from everybody. 

And you're going to hear from me today, audience development and figuring out your audience is like the name of the game. You got to do your homework on your audience. You really have to understand your, your best potential prospect. What that person's interests are, how old they are, what sex they are, where they hang out, where they are, maybe geographically, if it's a local thing. Um, all of that stuff is stuff that you really have to narrow, narrow, narrow, narrow down for two reasons. One, you want your ad to be relevant because you want responses. The other thing is you don't want to spend money advertising a bunch of people that aren't interested. So the better you do with your audience, the better you do with your budget resources and the better you're going to get response rate, which is why you really have to spend time on that and not cheese out on it, because it's just going to end up costing more money and, uh, wasting everybody's time throwing as if people that aren't interested. 

And you're just not going to get the response rates you want. It's going to dilute your numbers. And it's just a mess. So you've got to start there. So that's, that's task. Number one. The other thing about Facebook that's interesting is you kind of have two choices where they, in my opinion, you can be, you can put something out that is overtly an ad, just like straight up. It's an ad. Everybody knows it's an ad when they say it. The other thing that you can do though, is you can also put ads that sort of feel like organic posts and kind of slide them in there in the feed. And they don't feel like ads. They feel like organic stuff. Now that is a pretty neat little thing you can do in there, but I'm letting you know, there's a little bit of a fork in the road with how you choose to present your offer or whatever it is, action that you're trying to evoke from these users. 

So if you're, you know, if it's straight up, like, you know, you got a great deal, like 40% off, you might just want to throw that out there as it over add, it was something more subtle, like join my group or attend this webinar, or I have a service or something like that that sometimes works well as more of an organic post that feels like a real life story or something that, you know, they need to pay attention to that would engage them. And then they go, Oh wait, what, how you know? And a little bit more feeling like it's not just they're being advertised to and you need to pay attention to, because people are sensitive to being advertised to, nobody likes to be, you know, that old saying cliche or not is true. Nobody likes to be sold. Everybody likes to buy. Right? 

I think a lot of us have heard that in the business. And some of you have heard that they're watching this, but it is really a true on Facebook and all social media platforms. You gotta be careful like try to sell people because they immediately throw up a block to that and resistance. And, uh, you know, they're going to scroll past it or click it away or whatever, but they love to buy. So you gotta think about that in terms of how do you get them on the buying journey. And sometimes that's just an organic post, you know, you're paying for it, but it's an ad that feels like an organic journey for them and you know, relevant for your audience. And that can be extremely effective and it's a neat place to do it because it's not something that's offered really in any way by Google's advertising platform. 

It's not something you can do in a traditional media buy. Um, you know, the video thing is like an outlier for this discussion. So this is the place where you sorta can play that game, which is it's, it's got some cool elements. And as you see Tik TOK and Instagram kind of have that vibe going with the way that they're presenting their advertising opportunities, but it started here and you still can do it here on Facebook. So just understand that fork in the road. Okay. And then assume a hundred percent that that's going to have to have some visual element. Facebook does have guidelines on that though. You cannot have a ton of text on the ad. You know, they've got a ratio there that limits you. So you can't, they really want images on the platform. And then they give you spots for texts and headlines and links, and even like an entire story. 

If you want to write one. Uh, so you have that, the system will also carry video ads. It obviously carries videos for lots of other stuff, including three 60 videos and carousels and all this like dynamic content, all these crazy settings in the backend. So there really isn't a lot. That's one of the strengths. There really, isn't a lot of limits on what you can do with the media. You can do a lot, you can have multiple images and video file and you know, all these other choices that they're now offering that just keep getting more and more elaborate, frankly. Um, so you can really play around with cross testing that and so forth. And the back end is very in terms of its tooling and it's come along a ton in the last, you know, even five years. But from the beginning, it's like a whole another beast than what it started with. 

So we'll the way we typically run. These is, uh, we have stuff out that is in both channels that we talked about. We have stuff that's over ads, but I love it for again, retargeting and staying top of mind, because if I get somebody on a web page and we get them there from some other strategy, not necessarily from social media, but even if they came from social media and then they go back into that bubble with Facebook and Instagram, I don't want to lose track of, uh, the, you know, the, the clients project or the, whatever the offer is. So I love to use that environment to stay in front of people. The cost is very effective. Cold advertising on Facebook can get pretty expensive.

They tend to run pretty hot on that price wise. I think you hear all these guru people over the internet, like I'm getting leads for Nicole. I'm here to tell you that those are exceptions. Uh, and that most times you're going to see costs in the five plus dollar area for a meaningful click from a real prospect in a fairly competitive market could be higher. Uh, definitely paid higher there. And to give you some comparisons just from the real world, my behind the scenes this week, literally ran a ad there, uh, on Facebook and an ad that was straight up display on two different platforms. So one is wholesale media buy. The other one is happening in Facebook's ad platform. The comparison was we're paying five and a quarter, five 30 a click on Facebook. And we were down at like two 25 on a straight wholesale media buy. 

So it's half the price to get the same audience status, pretty much the same, but we're bidding in a much looser environment. It's not as tight, right? So Facebook's sort of smaller compared to the internet, although it is obviously huge. So you've got, you know, you've got their own sort of cost modeling. There's not other people in that market. They control the whole market so they can run more profitably, which by the way, they just crush their quarter and earnings. So there you go. So just be careful with that on the money side, but I love it for staying top of mind. I love it for being, omni-channels another strategy we're definitely going to talk about in another video, which is sort of being everywhere no matter where your prospect and customers go, they see you. So they're on the internet. They see you, they're on YouTube. They see you, they're on Facebook. They see you, they're on Instagram. They see like, Hey, this guy's everywhere, right? And that just lead-ins lends to that whole professional vibe, that upper tier that you want to present your business as. So we're done 15 minutes, super long video, a lot to cover there. And we didn't even do the Instagram part.

We're dropping these like every week and we're going to keep up this paid traffic high strategy of weariness seven videos going forward. So don't miss those and we'll see on the next one.