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230: How To Get Started With Facebook Advertising

Posted by Austin Brawner on December 17, 2019


One of the questions we’ve received from several listeners recently is, “Can you guys talk about how to get started with Facebook advertising?”

We’ve done quite a few episodes where we talk about scaling up your Facebook ads, but we’ve never started at the very beginning.

Today we’re doing just that.

If you’ve never advertised on Facebook before, or you’re just starting out, this episode is for you.

We’ll talk through how to set up Facebook Business Manager, how to start building audiences for different parts of the sales funnel, how to approach your initial budget, and what success looks like in your first few months of advertising.


Episode Highlights

  • 6:35 If you’re just getting started with Facebook advertising, here are the first steps.
  • 8:01 Dynamic Product ads: what are they and why you need them.
  • 8:50 Creating customer avatars to inform your interest-based targeting.
  • 10:51 The main hurdles you may come across when setting up Facebook Business Manager.
  • 13:00 How to check whether you’ve set up Business Manager correctly.
  • 14:34 Where people often get stuck with creative and the components of great content.
  • 16:51 The three phases of the sales funnel and how to start building audiences for each phase right out of the gate.
  • 20:13 How to approach the first three months of advertising: crafting your brand message, how much to spend, and what success looks like.
  • 23:23 What is your Cost Per Acquisition goal, and how do you determine it?
  • 26:38 How to understand your initial Facebook advertising metrics.
  • 28:16 Where to go next after you’re getting comfortable with your advertising.
  • 29:35 How to decide which objective to pick for different parts of the funnel.
  • 31:31 Two objectives you shouldn’t be using.
  • 34:07 The key component you have to understand when you get started with Facebook advertising and what success often looks like for the first several months.

Links And Resources

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Austin Brawner: What's up everybody? Welcome to another episode of the Ecommerce Influence Podcast. My name is Austin Brawner

Andrew Foxwell: And I'm Andrew Foxwell. Man, it's just a pleasure to be looking right at you as we record these podcasts.

Austin Brawner: You know, it has been, we've never really done it, but we never did an in-person podcast. We've had a couple of starts and stops in the past before we figured out how to do it. This has been a fully virtual podcast, so yeah, it's fantastic to be in the same room. We're like, "We've got to do more of these things." It's great.

Andrew Foxwell: Well, I think it's crazy. You know that I don't think a lot of people know is that you're only 4'9".

Austin Brawner: 4'9", that's it. 4'9" with heels.

Andrew Foxwell: With heels. Yeah, exactly. I mean, you're a short guy.

Austin Brawner: And the thing that people don't know about Andrew is he is 6'8".

Andrew Foxwell: 6'8", tall guy. Really tall.

Austin Brawner: 6'8" without heels.

Andrew Foxwell: Without heels. 6'8", 320.

Austin Brawner: 320, exactly.

Andrew Foxwell: I used to play in the NFL. People don't know that about me.

Austin Brawner: He's got a body for radio.

Andrew Foxwell: A body for radio.

Austin Brawner: No, but in all seriousness, I'm not 4'9" and neither is he. He's not 6'8" or whatever we said, but it's been a lot of fun to kind of be in-person brainstorming ideas, and just like random ideas have been coming up.

We actually, we've got a lot of feedback. I sent out an email with a kind of request. It was like what would you like us to talk about? What are things that are helpful that we should dive into? And one of the responses we got, which was great was, "Could you talk a little bit about starting advertising and starting email marketing?" Because a lot of the episodes that we have are about scaling and that's because mostly we talked about, working with established eCommerce business owners.

But one flip side of that is that you may have an established brand on Amazon and are trying to transition and you need to figure out ... or you're trying to start a new channel. And we want to dive in today and talk a little bit about starting new channels, starting Facebook advertising, how we would approach it, starting email marketing, how we also would approach that.

Andrew Foxwell: Yeah. And this is feedback that we've both heard. So this was kind of a nail in the coffin. The one we just heard this morning, that is, "there's a lot on scaling, as you said, there's a lot on growth, but for a lot of people, how do I just get started? What are the things that I need to get set up?"

And really Facebook advertising, Instagram advertising and email, you know, they're really your key players. If you're a football team, email is your linebacker, Facebook's your wide receiver and obviously this is, we're both American, so this is an American football analogy. But one's the striker, one's the defense, midfielder, I don't know, but they're key components.

Austin Brawner: I would say. Email is your running back. You're just tried and true. You're moving three yards in a cloud of dust. It's going to drive profit in the business.

And so this episode today, we want to talk about both of them because they pair really, really well together. And often I don't even recommend people dive into advertising until they have some sort of a backend part of their business they can be utilizing and capturing the effects. They're like second-order effects of advertising, which is you capture more emails and you can follow up and drive repeat sales. So why don't we start, we're going to start with Facebook.

Andrew's going to dive into how would you approach getting started with Facebook advertising for somebody who has not done it before but has a business and they have a product that they're selling. So they're not starting from scratch with a product just from scratch with Facebook advertising.

Andrew Foxwell: Definitely. So there's a lot that you could go into here, but there are some really fundamental components that you have to have in place first to get started.

One is you have to make sure that you have the Facebook Business Manager properly set up. Now this is a tool from Facebook that allows you to bring in your staff. It allows you to create your Facebook pixel. It allows you to connect to your ad account and your page properly. And it allows you to make sure that everything is sort of correct and your house is in order. So, that's really one of the things that you need right out of the gates is to set up Facebook Business Manager.

The second thing that you need is you need to have your creative set up, so you need to have some creative. Normally I recommend if people have never done it before, you need to have between five and 10 pieces of creative. And you can go through our creative podcast episodes previously of what's working, but this is images of your product in different ways and in different backgrounds and things like that.

And then you need about five to 10 different copies, so different copy about your product. What makes it different. And again, you can learn more about those deeply in previous episodes about creative. But along with setting that up, you need to, you know, what are you going to be pitching basically, right?

The third thing that you need if you're an eCommerce business, which you're listening to this you probably are, is you're going to need to set up your dynamic product ads. And dynamic product ads are the ability for you to take your product catalog. And when someone goes and looks at a product on your particular website and views it or adds it to cart, it allows you to show the ad dynamically to that person based on the product that they've looked at. Okay. So that's a component in remarketing that will help to close the loop on a sale. And is many times the lowest hanging fruit that you're going to get.

So those are some of the main ones, this set up. You want to have your creative together and kind of getting that built and then you're going to have your dynamic product ads.

The final piece that you're really going to want is your prospecting audiences to begin with. So the way that I like to do this with people who have never advertised before is you sit down and you actually draw out or write out what your top three or four main customer segments or customer avatars are. Okay, who are they? What are they like? What do they look for? You know what kind of brands are they into?

Because you're not going to be able to do lookalike audiences yet, which are audiences that are built off of other audiences or other website traffic and things like that or customer lists because you're a new company. But you're going to build mostly off of interest-based targeting. So you have to make sure that they're different enough. So an example of this would be things like we're in Chicago, so let's say you have one group that's really into pizza. Okay? You have another group that's really into football. Then you have another group that's really into sailing. Okay? 

Austin Brawner: I was going to say beer.

Andrew Foxwell: Beer. Okay. So those are three fairly different people.

Austin Brawner: Or it could be exactly the same.

Andrew Foxwell: Or it could be exactly the same. But there are three, but generally you're going to speak to them differently. So you're making sure that when you developing your copy and when you're developing your creative, it aligns to each of those. Because the goal is to diversify the type of prospecting traffic. This is known as horizontal scaling, which is trying to horizontally scale versus a vertical scaling, which is just increasing the budget, you're trying to horizontally scale and find as many different types of people to come into your website as possible to try to understand who's working to what audience. So those are some of the main components that you need to kind of go ahead and get started.

Austin Brawner: So I'm going to dive into this coming from the perspective, just playing the role of a business owner who has not yet done this. So let's start at the beginning, right? Getting set up.

So you go to, right. Get your Business Manager set up, follow the instructions there. What are some of the main hurdles you see in this process?

Andrew Foxwell: One of the hurdles is Facebook Business Manager as an initial tool is not the most user friendly tool. So, it's confusing to use. And so there's actually a free course from Facebook under their educational arm for advertisers called Facebook Blueprint that is how to get set up on Business Manager, Business Manager Fundamentals basically. And that's something I always recommend. If you've never done it, get set up that way because that's a big roadblock for people.

The other one is pixel implementation. Many of you probably have a Shopify site, which is great and that makes it really easy to get your pixel implemented. So you just take your Facebook pixel ID and you copy that ID into Shopify. There's no other custom coding needed.

But that's really, you know, you go to and roadblock right away is that it seems confusing. And so my recommendation would be to take the Blueprint course, walk through it slowly and make sure that your people are added properly and things like that.

Many times what we'll see is people will have an employee added under their personal Facebook account. And the issue with that is you have to add them personally, which is the old way to do it and it's actually not going to allow that employee, even if it's your spouse or something, to create the proper types of audiences and it's going to, let's say you had to fire an employee, it makes that process much more laborious and actually can hurt you from an approval standpoint under Facebook's Terms of Service.

So you need to make sure that the setup of it is proper and that's going to just help you till the end. I mean that's just going to help you right out of the gates if you're getting started.

Austin Brawner: If you are looking for help or, obviously you can go through that Blueprint course you mentioned, just from a checklist perspective or like check to make sure that you are correctly set up. Do you have any resources for people?

Andrew Foxwell: Yeah, I mean the way that you can check the set up is honestly just to go through that course to make sure it's right. The other thing is to make sure that if you go, when you're connecting your page and you're connecting your ad account and your pixel, you add people that work with you as employees and then the assets, the page, the ad account, the pixel or even the product catalog are added to those employees. So to check that you can go in and look at their name and then it'll say which assets they're attached to. Then that's a way that you can see if they're properly attached to make that easy for you.

The other thing that you can do from a pixel standpoint to check to make sure that's properly set up is there's a Chrome extension, a Google Chrome extension, called the Facebook Pixel Helper. And if the pixel is properly installed, you'll be able to go on your site and you'll be able to see that that's active and it'll checkmark.

And it's a super great tool, easy, and you can see where if you add something to cart, if you click on the Pixel Helper on your site, it should say product added to cart and it'll show that pixel event it's called. So those are some really nice gut checks you can do to make sure that you're in good shape there.

Austin Brawner: Diving into creative, what are some of the roadblocks that you typically see for people that hold them back from the creative perspective or if not even hold them back, but if a client starts working with you and they give you a bunch of creative and you're just look at it and you're like, "It's not going to work."

Andrew Foxwell: Yeah, I mean, creative is one of these things where people either think it's really simple and they can take the images that are on their site of the product on a white background and use that in advertising, which is generally false. Or they believe it's way too complicated. So they think, "Oh, I have to hire a designer. I've got to hire a graphics person," which is also just not necessarily the case.

Right now we're in a place, if you listen to our creative episodes, you know where user-generated content, it's really the best type of creative you can have. And the components of this are basically images of your product that are out in the wild and they look like something somebody would share of your product naturally on Instagram or Facebook. So that's really the theme, even if it's not from a user that you're going for.

So a lot of times you can get a lot of leverage or mileage rather out of taking the product and just simply moving it around, taking a photo of it on your phone or a video of it on your phone. The things that you're trying to get across with good creative are, you're trying to help them understand the quality, you're trying to help them understand the trust and you're trying to help them understand, for brand new people that have never heard of you, the previous user experience. Okay.

So the previous user experience, that goes into the copy many times, and the trust is, you know, here's what it looks like, right? You're moving it around. And the quality is a big part of that too. And people don't take advantage of that.

So that's really what it, from a roadblock standpoint, those are common and I think from how do you get creating on that, it's a lot simpler usually than people think in terms of what they need from a creative standpoint.

Austin Brawner: And so, for the last one, you talked about audiences, right? So, imagine somebody has at least some semblance of an audience. What I mean by that is they have a store that is selling, driving sales through some other channel, that could be Google, SEO.

What are the audiences, the custom audiences, when I say custom audiences, the audiences they can create, right, not necessarily out of the gate, but within 30 days that might be relevant to the retargeting efforts you might be launching?

Andrew Foxwell: Yeah, definitely. So I think it's always important to think about the three phases of the funnel, right? So top of the funnel or ToFu, middle of the funnel, MoFu, and bottom of the funnel, BoFu. Okay. I'm going to use these abbreviations to make this explanation faster.

So as you begin, you will start to get, hopefully, there's already people that have been visiting your site if you're doing things properly, right? Without ads running. There's people that have come and check things out. Maybe you have some beginning emails running or something like that.

So initially, one thing you can do from a BoFu standpoint, bottom of the funnel, is you can create something simple like a 30-day website custom audience, and exclude purchasers out of that. Okay? So you're going to basically remarket to people that have been to your site in the last 30 days. Simple. And you could customize that and say, "No, Andrew, I don't want to do it over 30 days. I want to do it over 14 days." And then you can customize that window.

And a resource easily on that is just to search website custom audience on Facebook, or excuse me, on Google and pull up resources on how to create that.

The middle funnel thing that you can start with right out of the gate is an engage your audience. So if you have an Instagram audience that you're pushing or a Facebook audience organically, you can create a group of people that have engaged with that content but not purchased. So that's a nice middle of the funnel. They've come in, they've checked it out or they've engaged with your content, but maybe they haven't been to the website.

Austin Brawner: It's also one that is not limited by the pixel. Right.

Andrew Foxwell: Exactly.

Austin Brawner: So it can go backwards if you have, which you probably have, some sort of organic audience, if you have a semblance of a brand that you're being growing, it's not limited right away by not having the pixel set up, it can actually go backwards in time and capture the people that have been engaging for the previous 90 days, or 180 days.

Andrew Foxwell: Absolutely. Yeah. So bottom of the funnel, 30-day website custom audience, 30-day visitor. And then a engager your audience, and you could start that initially even with 180-day engagers, right, on Facebook and Instagram and you could combine them.

And then from a prospecting standpoint, really what you're looking for, since you're not doing any lookalikes probably yet, you don't have an email list to create a lookalike off of. You're just starting your website custom audience, website visitors, which you can create lookalikes off of those. You could create lookalikes of your engagers potentially.

But a place that I like to start is where we were before, which is creating those avatars and then designing the particular interest-based audiences around that. And it's always important to think about not just targeting, let's say we took that beer analogy. Okay, you're not just going to target people that are interested in beer.

If your product is for craft beer drinkers, think really more about that. What are the beers that they're drinking? What are the lifestyles that they have? Think instead of beer, think Patagonia. Think more specific brands and think about who has a more engaged audience too. So who has an active social presence is a good way to consider what you should be targeting from an interest standpoint too.

Austin Brawner: That makes sense. And so I think we covered those aspects of the setup, the initial kind of culmination of pulling together the creative.

So, once you've got that together, how would you approach the first, let's say, three months of advertising? How would you think about how much you should spend? How would you think about what success looks like and how would you think about crafting the message for the brand?

Andrew Foxwell: Yeah, so I think you'd first start with crafting the message for the brand, which is trying to understand why you exist and as you build those copies, trying different pitches and hooks basically to understand what sets you apart. So, that's a big one. As you're kind of testing the brand, lining up the true value props of what you have out there to try those.

Austin Brawner: And what's going to attract, what's going to pique people's interest.

Andrew Foxwell: Totally.

Austin Brawner: Right. And that's the thing, especially with interest targeting that when you're prospecting at the top of the funnel, it's like you need to capture someone's interest because they're just scrolling, scrolling. Imagine sitting on the couch late at night, maybe ice cream their, mouth open, who knows? And can you stop someone in their tracks with something that you write?

Andrew Foxwell: Yeah, I think that's true. And ultimately Facebook is a demand generation platform, right? You're generating the demand for that. So considering that's big.

I think from a first three months standpoint in terms of what you're doing from a budgeting standpoint, the way that I think about this is obviously, some people are uncomfortable with this number, but my thing is you want at least something targeting the top of the funnel and at least something targeting the bottom of the funnel. Okay. And by something I mean you got to have some ads going to both parts of the funnel. And you could not start with an engager your audience just to make it simple. 

Austin Brawner: Say it again.

Andrew Foxwell: You could not start with an engage your audience like a middle of the funnel audience.

Austin Brawner: You just would not start with that audience.

Andrew Foxwell: Yeah, I don't think you need to, I think it would be smart to do that, but I don't think if you're talking about bare minimum setup, you don't need to do that from right out of the gates. Okay.

So if you just consider that you have your average order value, or excuse me, your cost per acquisition is let's say your goal is $100 hypothetically. Okay? So let's say the goal is $100 or let's say it's $10, that makes it a lot easier. So it's $10 your cost per acquisition or goal. You need to make sure that each of the audiences that you're targeting has the ability to get one conversion through per day. So many times I'll see all those people say, "My CPA goal is a hundred," but each of their ad sets, which are the containers under a campaign, are set at $40. Okay. 

Austin Brawner: $40.

Andrew Foxwell: $40 a day. So you can't even get one conversion through. Which is important to understand from a structure standpoint.

Austin Brawner: And let's dive into that one a little bit further because I think that can be a confusing aspect of getting started. You say if you have a cost per acquisition goal of $10 how does someone even get to that number?

Andrew Foxwell: The cost per acquisition goal? Well, I mean that's certainly is something that you would be trying to understand of what your gross margins are. You'd try to understand what you need to acquire a customer at and also ... so that you can make money profitably, and understanding basically how much you're willing to pay to acquire a customer. I mean, that's where you'd start with it.

Austin Brawner: And that's, so let's just say that, just to give you a perspective, if your average order value is $50, right. And you've got a gross margin of 60%. So of those $50, you would make $30, your cost of goods are going to be $20 of that $50. So you're making $30 for every $50 sold and then you got to take away all your salaries and everything like that, expenses, rent, all those things. So if you're looking at that, you're selling something for $50 and if you say, "We have a CPA goal, a cost per acquisition goal of $20 right out of the gate," that gives you a little bit of room potentially to like break-even?

Andrew Foxwell: Yeah.

Austin Brawner: And understanding that this learning period, you're probably not, you're not going to have the best success right away.

Andrew Foxwell: No.

Austin Brawner: You're going to have to figure out your message and what works.

Andrew Foxwell: Yeah. And the expectation that we set is always that you're going to break even on spending revenue within the first 45 days, 45 to 60 days. So it's really a two-month window. And that's become more difficult honestly with competition on Facebook, but still totally possible.

So from a budgeting standpoint, making sure that if you have let's say four audiences or you have a 30-day website custom audience, which is a site visitor, you have two prospect and three prospecting audiences, three different interest groups that you're targeting, right? There's four ad sets. So if your CPA goal is $10 you need to be spending at least $40 a day across all of those. So that's kind of the bare minimum that you would want from a setup standpoint.

Austin Brawner: Sure. And if your CPA is double, then you got to double that.

Andrew Foxwell: That's exactly right.

Austin Brawner: And if your CPA is $80, you got to spend a lot more. So, it's one of those questions, again, like we always hammer on this, there's nuance in everything depending on your product and your cost per acquisition goals and your average order value, that's going to dictate how much it's going to cost for you to get started with Facebook advertising.

Andrew Foxwell: Absolutely. Absolutely.

Austin Brawner: That's not discussed enough.

Andrew Foxwell: No, it's absolutely not discussed enough. I agree with you completely.

Austin Brawner: Cool. So you've got this kind of framework here. What are some of the common misconceptions about starting advertising on Facebook or, in other words, what are the questions that you get after somebody get started 30 days and they're looking at their numbers?

Andrew Foxwell: A lot of it is around what do I optimize? How do I optimize? What am I looking for? And the first thing there is understanding what your metrics are that you're looking for. Click-through rate is one that I like to look at. Quality score of the ads is an out of 10 score, how does Facebook see them?

I like to look at the unique add to cart to purchase ratio and you want that to be, that's not something that Facebook pulls out. You have to manually pull that out, but you can do that within the reporting. There's a thing called customize columns and you can customize that piece of data and you want that number to be between 20 and 30%, because what that'll tell you is 20 to 30% of people that are adding something to cart are actually purchasing, which is a good thing obviously. And if it's not that high, then you have a site issue, then that can help diagnose that.

And so the optimizations that I'm looking at, I mean, you can get really specific with this. At a high level, what you're trying to do is you're just trying to understand what is going well, what's actually driving conversions. It could be remarketing, which is good. It could be that one of the interest targets is doing well. And so then the question is from that, if one of the interest targets is doing well, how can I expand upon that idea-

Austin Brawner: Double down.

Andrew Foxwell: ... and how can I build upon that idea? And what other personas live within that main persona that I built? So, that's really the next thing. And as you spend more, then it's a question of how do I begin to introduce ... people will say, "Where do I go next?"

So it's a question of how do I begin to introduce new audiences that are lookalike audiences that are proprietary to you? And you're going to start probably with 1% lookalike audiences, which is 1% of the US population that looks most like the people on that list.

Austin Brawner: Or whatever. Doesn't have to be US. It could be whatever country you're advertising in.

Andrew Foxwell: Yeah, exactly.

Austin Brawner: But remember one thing that's a common mistake is that a 1% lookalike in the US is much, much larger than a larger than a 1% lookalike in the UK or in France or Germany or Australia.

Andrew Foxwell: Absolutely. It's 1% of the population of that country.

Austin Brawner: Yeah. And that's confusing. That's one of those things that I didn't even realize for a while. Right. And then I was like, "Oh wow, a 1% lookalike in Australia is actually really small."

Andrew Foxwell: Tiny, yeah.

Austin Brawner: And one thing I want to dive into, because I don't think we touched on it and I think it can be very daunting for people when they start getting into Facebook advertising and they've got all of these things set up, they start setting up their first campaign and there's literally like 15 options for what they should select as an objective and they're confusing.

Andrew Foxwell: Yeah. That's true.

Austin Brawner: So, when you're starting with using the example of four different ad sets and a $10 CPA, what are the objectives that you're choosing for the different parts of the funnel?

Andrew Foxwell: I mean, initially you always want to try to do the conversion objective and optimize for the purchase event. There's very few times that you will do anything other than that in direct response eCommerce, other popular methods would be to run a conversion objective ad and optimize for an add to cart or something that's not a purchase, if you don't have a lot of purchases yet.

What you're trying to do is give Facebook a signal of this is what it looks like. This is what somebody that adds to cart looks like. This is what a purchaser looks like. And as you get more data you can optimize that and choose that optimization.

Austin Brawner: That was pretty common, I think Ezra talked about this a couple of years ago. They're like telling everyone to use add to cart as a conversion objective and then that kind of like flooded through the industry. But it really, you're not using that now and neither are your clients.

Andrew Foxwell: No, and you can suggest it if you have, let's say you have a really high value or like a high AOV, that's something we're utilizing in add to cart or in initiate checkout optimization within a conversion objective is helpful. Because it's, you're going to have less people purchasing than you will adding to cart. You'll have more people adding to cart, right-

Austin Brawner: Sure, more traffic.

Andrew Foxwell: ... so it's optimizing more traffic that way. But it's something that doesn't bring a lot of quality conversions at this point in time.

And then the only other objective that you would be using within that first dynamic product ad that we talked about based on your catalog, that would be optimizing under the catalog sales objective, which is a different one. But I actually looked the other day at an account for a new agency took over this one account that we're guiding and consulting on.

And the first thing that the agency did is came in and they started a traffic objective and they started a brand awareness objective. And this is like, as Facebook advertisers, it's like one of the worst things you can see because it shows that they don't know what they're doing.

Because a traffic objective is always going to bring, generally if you're a direct response advertiser, more low-quality traffic and Facebook is actually probably going to eliminate that objective I think at some point because they're going to have everybody optimizing for the view content event.

And the brand awareness objective is, it just shows your ad to people to make them aware of you and it doesn't really do anything. Now, if you're branding and you're trying to get your stuff in front of tons of people for a low cost, brand awareness works, but other than that, it's not a direct response tool.

Austin Brawner: And it's not in the playbook of a bootstrapped eCommerce business, because you're not going to have, you're going to be wanting to spend your money the most effectively.

Andrew Foxwell: Absolutely.

Austin Brawner: A couple of things I'll touch on, if you're, you know, go through this process. Another really helpful episode is RCAB-P episode we did, Oh man, about six, eight months ago. We'll have a link in the show notes to the RCAB-P process. Because a couple of things that are pulled out of that are the custom columns that you can set up. You did a training in The Coalition like, Oh man, 10 months ago, maybe something like that, and you go through the custom columns that you have in your ad account. I found that to be really helpful for me doing my own Facebook advertising because that's kind of the next step in my mind is like you start driving traffic and you're like, "What am I looking for?"

Andrew Foxwell: Absolutely.

Austin Brawner: And they're really confusing. Like you can click on the reporting section of Facebook and it's a drop-down menu of like 15 different things you can be looking at. Most of it is garbage. Most of it is completely irrelevant to like the person just spending a couple thousand dollars a month. And so that's been really, really helpful.

This is fantastic. We are going to break this episode into two parts because the next episode is going to be about email marketing, how to get started with email marketing.

Andrew Foxwell: Absolutely.

Austin Brawner: But this has been fantastic. Anything else you want to add before we wrap up?

Andrew Foxwell: No, I mean I think that when you get set up, when you're getting set up and getting started, the key component is understanding that you can't say the same thing to everybody. You have to make sure that you're separating not only between the prospecting traffic and the things that you're doing that way and the remarketing. But you also have to understand that people are going to move through the funnel differently and you have to understand that trying different things is okay and you're not failing, trying and testing is not failing. Okay.

And some of the biggest, most successful brands I've worked with, they were breaking even for months as you learn. And that's okay. That's success. And you have to set that expectation because I think with Facebook advertising and Instagram advertising, there's certainly been a notion that it's a lot easier than it really is, especially in this day and age.

Austin Brawner: And just to go back to, there's a book really famous advertising book called Breakthrough Advertising written years ago. But one of the discussion points, one of the points in the book is that if you are educating, if you need to educate people about your product, the best you can look for from a return on ad spend in advertising is a 2X. That's the best.

That means you're killing it. Because, again, you're educating people about a new product. And so when you're starting out, just keeping in mind, what is your product? How much education do you need to do to get somebody to understand your product enough to buy it?

And again, products that are proprietary and are unique and cool, like all of our biggest, not all of them, I would say 80% of our biggest clients, people we've worked with the most, they have proprietary products that are super unique and interesting and they have to educate and so it makes it a little bit more difficult and that makes the challenge of crafting the message to the audience. You guys got to think about how you would sell your product to somebody in person. Translate that into your advertising.

That's what makes it really challenging as a business owner to be like, "Hey, agency, can you figure out how to sell my product on Facebook ads?" Because they will have to do that very difficult project of learning how to sell your product at scale to the masses and craft that message and that's typically done from within the business a lot better.

Andrew Foxwell: Yeah, I completely agree with you. Yeah, so if you have questions as you're getting things set up, you can always email me and I look forward to hearing from you. Thank you. Guys.

Austin Brawner: Hey there, it's Austin again and I have a quick message for you. If you enjoyed this podcast, I have something really exciting for you. For the last year and a half I've been coaching eCommerce business owners and marketers inside a group called The Coalition. You might've even heard me talking about it on this podcast, so we have a lot of members who come on and actually share their story.

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Austin Brawner: What's up everybody? Welcome to another episode of the Ecommerce Influence Podcast. My name is Austin Brawner

Andrew Foxwell: And I'm Andrew Foxwell. Man, it's just a pleasure to be looking right at you as we record these podcasts.

Austin Brawner: You know, it has...

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