Facebook Advertising Podcast with Brian Carter
Briand shares his wealth of knowledge on Advertising in Facebook
Hey everybody, I just had a great interview with Brian Carter where we discussed Facebook Advertising. These are the links he mentioned in the podcast.
Briancartergroup.com and amazing.com
Get it on Itunes Here
Why should you listen to Brian? Brian is the Internationally Bestselling Author of the books, The Like Economy, Linkedin for Business and Facebook Marketing. He has appeared on Bloomberg TV and in ABC News and the Wall Street Journal.
The Full Transcript of the podcast below.
[00:00:20.14] Peter Drew: Hi everyone and welcome again to the Peter Drew podcast. Today we got Brian Carter, a friend of mine who I check up on our Facebook messages and we connect back in April 2012. So known for each other for a while and Brian is the internationally bestselling author of the books of The Like Economy, LinkedIn for Business and Facebook Marketing. Which will be translated into Spanish, Chinese and Portuguese. He appears in Bloomberg TV and in ABC News and Wall Street Journal. Brian has improved business results for companies and many industries in all sizes. Including well known institutes such as Microsoft, NBC, Universal, US Army, The World Health Organization, Hardee’s, and Carl’s Jr is more than 150,000 readers, students and fans. And his content is huge of 8 Million times a month. So Brian, Thank you very much I know how busy you are… I really appreciate of taking the time out to do a podcast… It’s great to have you here mate…
[00:01:23.00] Brian Carter: Thanks for having me… Always for you… ahm… You know I probably would have done for the Australian Army if they contact me but they didn’t reach out so… You know, I have to do it for the US Army for some–whatever reason… They are the ones that they ask.. So… You know..
[00:01:38.26] Peter Drew: Awesome and today what its all about is Facebook advertising I–as you know I am the SEO guy and I am a software developer so that’s what I specializing and I don’t have the time to learn the stuff that you… ahmm… So I want to connect and share with my audience as much we can learn about Facebook advertising cause you know a lot of people having a lot success with it…
[00:02:04.02] Brian Carter: Yeah its huge I mean I have–you know how what’s with internet marketing its–there’s always a big opportunity right or several but anyone time on the internet and we go to this phases you know it wittners one real outsize opportunities where there is a real chance to leverage with something. I really think Facebook ads are one of those thing right now and I tell you why throughout this thing. You know…
[00:02:30.25] Peter Drew: I’ll tell you my experiences, I got Facebook pages with a lots of fans and you know it incredible easy to boost a post… You know so that’s pretty much my level of expertise…
[00:02:40.29] Brian Carter: Yeah…
[00:02:41.00] Peter Drew: So I have–I have drill down with the advertising video on my Facebook page and I can get it down to an on the one cynically so the conversion aren’t very good I can get video, video feed, but ahm… they don’t–they seem to click on the Call to Action that pops up at the end very much…
[00:03:01.01] Brian Carter: Right… Right… So one thing you need to know about Facebook ads is that they very good at achieving the one objective that you choose for them… So if you run a Facebook video ad it will give you view for that video, that it… If you boost a post it will get your comments and share’s for that post and that’s it… Ahm… If you have a link on that post, you might get some clicks on it. But when you look at the cost per click on that link its gonna be 1 to 2 Dollars it gonna be fairly high. Ahm….
[00:03:32.17] Peter Drew: Yes…
[00:03:32.17] Brian Carter: Its not the best way to do it. But when you go to the Facebook ad manager, and you—you’ll get–when you create an ad it will give you a choice of objectives and so it could be video views, it could be for boosting a post, it could be to get a promote a page and get fans, it could be for website traffic, it could be conversions, app installs and other things like event–event promotions. Now if you want traffic and conversions, you really have to create a website traffic ad and then you have to go back and create website conversion ad and you have to do both of those. Ahh…
[00:04:06.00] Peter Drew: Hey, Hey, Hey… You said your going… Your going too fast for me…
[00:04:09.00] Brian Carter: Sorry
[00:04:09.30] Peter Drew: Okay so they are two different types of ads *laugh*
[00:04:13.24] Brian Carter: Well there’s ten. There are 10 types of ads… yeah…
[00:04:15.28] Peter Drew: Right… Okay… So these last two… You talking about, can you say that… Can you say those type again…
[00:04:21.11] Brian Carter: So for traffic, you gonna create, when you… when you create the ad… Its gonna give you a choice of goals and one is for traffic and other for conversions…. Right?
[00:04:31.00] Peter Drew: Gotcha…
[00:04:33.18] Brian Carter: You need to create both, because each have its strengths and weakness.
[00:04:37.03] Peter Drew: I see…
[00:04:38.12] Brian Carter: Okay and like I said each one–each ad gonna help–its gonna achieve one objective. Right? So the strength of the traffic add its gonna give you alot of traffic… Not all people going to convert, thats the weakness… Right?
[00:04:52.12] Peter Drew: Gotcha…
[00:04:52.28] Brian Carter: So if your not careful… Your going to get a lot–if you only run that website traffic ad you might end up with 3000 clicks and no conversions which sucks…
[00:05:01.06] Peter Drew: Yes…
[00:05:02.09] Brian Carter: *laugh* that’s sucks… Ahm… But when you run the website conversion ad, whe–you know Facebook make it so picky about when show to that you get one conversion and it barely shows the ad to anybody and its stop running. So that its weakness… So you have to–you have to kinda massage these thing to create multiple ads and test different targeting test different creative and make sure you test both traffic and conversion objective. I wish it was simpler than that but… You know, that’s the biggest problem with Facebook there is a lot of ways to screw it up…
[00:05:40.14] Peter Drew: Yeah… I recently ahm… a talked with a friend of mine who is a successful entrepr–entrepreneur online and ah–he’s spending 150 Dollars a day on advertising for 5 days. From that he generated 17 leads and I am listening to him and telling me the story and it go “Well this guy spend alot of money on ads”, but he converted 17 of those leads into 7 sales and he did it very very decent 6 figure sale on those 6 leads ah–7 leads sorry… So the return of investment is phenomenal ahmm… I kinda blow my mind because that I suppose I’ve been seeing in marketing a lot is you know the most clicks for the least make of sense and going from a totally different demographic where selling T-shirt and some stuff like that… may want to spend on a 10 and get a whole bunch of money for a 10 dollar egg. When this guy is doing the opposite he is drilling down to finding these people, spending the money but getting phenomenal results.
[00:06:48.23] Brian Carter: Yeah, I mean this is… you know this is ain’t Facebook but this is marketing its like what is your product, who is your target market… you know… What and how are you qualifying them what are you selling them… This is basic marketing in sales in business right? But–
[00:07:03.27] Peter Drew: Ahuh ahuh… Right…
[00:07:04.28] Brian Carter: But the cool thing about Facebook is that it does give you a–the majority of people using it are-are using it… right so you could reach virtually anybody. Ahm the targeting is pretty phenomenal. Yeah you maybe need to get creative in term of thinking about “well does my prospect, how do I–how do I find that one interest that my prospect would like that the people I don’t want wouldn’t like”. You know.
[00:07:31.21] Peter Drew: Ahuh ahuh…
[00:07:32.26] Brian Carter: And that’s–that requires you to know your target customers little bit better than we had known them in the past. It definitely requires to think a little bit more than we had to think about with search… Because with search you like “Oh want to buy a T-Shirt, Okay, I know people who want to buy T-Shirts, I am going to sell them T-Shirts.” Its–its actually–thats actually not that hard to do with our daily lives.
[00:07:53.25] Peter Drew: Ahuh…
[00:07:54.02]: Brian Carter: With this we are going to think about, ahmm “Well does–does my prospect drive a Mercedes? and the people I don’t want to sell to don’t have a Mercedes? Is that what I –” you know… it’s different for every ahum–every company you know… ahm… and every customer… So…
[00:08:12.15] Peter Drew: Absolutely… yeah…
[00:08:13.28] Brian Carter: Yeah…
[00:08:14.23] Peter Drew: One of my friends are from Presint a leading a 4-Drive ahum in–4 Wheel Drive in Australia and ahum and they really get great results from there in the same pages there are getting tons and tons of likes but when they promote their–they get phenomenal massive video views and the content is spectacular. They find it very hard to break in to the American marke
