Alex her Moi revealed his exact payad strategy for multiple types of businesses from e-commerce to info products or local businesses anyone who's been following heroi for the last few years knows that he's made his millions from Paid ads and in fact if you're still following heroi today you're probably being targeted by the school games ads that he's been running now for the last couple of months so with that being said in today's video I want to talk to you about my thoughts regarding Alex rosi's payad strategy and whether or not I believe his advice is still accurate today now if you're new to the channel you don't yet know who I am my name is Justin and I'm the founder at PID advertising.com where on the one side we help businesses Implement a scalable at engine and on the other we grow e-com and info businesses the multi7 figures with paid ads now myself and the team have profitably spent an advis on over $15 million in paid ad spin in the last 12 months and let's get straight into today's video so I've said a bunch of businesses at different sizes ask me questions about their paid ads and I'm going to do my very best to answer them so from you know $10 million a year all the way down to6 $100,000 a year in terms of size some people are trying to start running paid ads some people are trying to expand or scale their ads and are running into particular issues but fundamentally um you can run the I mean dentists are also on meta same thing uh they're probably older more boring I said that with love to dentists uh so I would look yeah Instagram Facebook will probably do really really well for you and just saying hey I have a like tired of taking all these calls yourself like talk to the pain point of that dentist so it's like they don't want to work we weekends they don't want to work early hours they don't want to take cases they don't want to take well or they don't want to um they want to eventually retire someday but they don't want to let down all their patients and they don't want to sell us in private Equity because they're going to force them to work for 5 years in servitude and control their lives yeah I'll stop here quickly like the older the demographic and the more B2B it is uh meta is actually a great platform so is YouTube by the way so if you sell like a high ticket B2B Service uh either YouTube ads or Facebook are going to be two great platforms I say Facebook meta right always like I I don't just run ads to Facebook specifically nowadays it's like Facebook and Instagram So Meta as a platform but definitely uh recommend that you uh do kind of both of these platforms uh especially for slightly older demographic in the B2B space you know great advice so these are the pain points right um less cousins a dentist so it's freshing my mind uh and so these are all the pains that's my hook for the ads and then targeting take your customer list make it look like audience off that list if dentist is in the copy dentist is in the video the AI all right pause I don't fully agree with that meaning I we do any look likes whatsoever anymore no look likes no interest no any of that just completely broad what he was starting to say here that I agree with if dentist is in your copy in your headline in the script of the video then you for sure are going to be targeting dentists like you don't need to do a lookalike audience and in fact having spoken with many of internals Facebook experts um the the there is a at best a 40 to 50% match rate for a lookalike audience which means that if you upload a customer list about 60 to 60% roughly of that list is just going to be disregarded like meta is unable to actually find those people on on on their platform and so they're not even taking into consideration in the data pool so you have a smaller data set than what you've uploaded to it and not only that's like part of the problem the other second half of that problem is the fact that to build a lookalike they're going to look into that list and then try and find you more people that look like that but since a lot of people now have opted out of being tracked then meta kind of has a harder time at matching people in these lookalike audiences and so I just don't even bother with that go purely broad targeting and yes as arosi is saying right here the AI of the algorithm is going to figure it out if you have dentist and and in this example again he's talking about B2B ads so if you have dentist in copy headline uh uh in the actual ad creative also like for sure it's going to go towards dentist and Facebook will also notice serve it to dentist and it'll be pretty straightforward Bingo all right uh 600k acupuncture start okay so if you want to run so this is local right okay so the nice thing is that local businesses are the easiest business run ads for okay because trust is Skyhigh I fully agree with that this is something I said on the channel a little bit in the past when I compared local business to e-com or info product advertising in my opinion info product is the hardest e-commerce second local business third um in terms of it being hard to advertise uh not because like there's less effort to put in but I mean honestly you could say so in the sense that he said it trust is an all-time high you don't have to prove product Market fit as much as you have to with an info offer coaching offer or an Ecom offer right it's not like you have this um as an example I have one of our clients at the agency who was a brand new invention uh I'm not going to name the name yet cuz he's waiting for a patent but it's something to do with your car right and it's like this has never been done before like no nobody's ever advertised that it's a brand new product to the market there trust to be built like people don't even know they need that yet so you have to work through your advertising in a much different way than advertising for a chiropractor as an example which everybody knows what a chiropractor is they know that they can go to a chiropractor and they kind of know roughly what a chiropractor does so trust is already there and it's local right so it's not like you have to put in your credit card online and then you know hope that you're going to get the product and get you know what you paid for it's like I will physically take my car or walk to the chiropractor's office and you know go in there and and see the caropractor who I'm going to then pay for in exchange for a service and so that said he said it trust is Ki with local businesses the ad results typically coming from Paid ads is is much easier than info coaching or e-com business you're like oh they're they don't trust me like try and sell Beauty to you know people on the Internet it's much harder there you go you know exactly to the point selling beauty or or whatever the product is to somebody online it's much harder than a local business um so all you need to do is run Legion ads so I'm going to give you the simplest strategy for getting this are you guys technically proficient you are okay fantastic well I was going to assume you weren't give you an even easier way um but all you want to do is you can just run lead ads okay for some sort of free thing and you're like I want really high quality people well welcome to cold traffic so uh they won't be but what you will need to create is a sales process that creates qualified customers all right there you go this is another misconception that I hear a lot especially from local businesses they think that cold traffic like a lot of people that start cold traffic as a local business um they're going to expect it to be behaving similarly to what they were used to when it comes to organic and referrals like a lot of them have grown their business from referrals so far and it's kind of the same expectation they get into paid ads with um and he's kind of said it here would you be doing an application form even a straight the book a call form uh or if you go like a lead magnet like what he's referred to right here um the the people aren't actually qualified like or not not not they're not qualified but they're not warmed they're like super cold and a lot of them like you're have to really warm them up in the sales process either through email or SMS nurturing or through a pretty you know decent uh uh like Setter who's going to call them fast right speed is everything when it comes to local business advertising call them rapidly talk to them for 5 to 10 minutes on the phone and then get them you know warmed up and interested enough to get them to convert in person so and so when I say creates it's really just filters for good ones just think about it like that it's just like I'm adding filters uh and the more filters you add the more expensive the leads will be if they're good filters and if they're more expensive they'll be good if they're good filters if you add bad filters they'll be more expensive but they won't be better so if I make it really which that same thing is true is if you have more questions to a Facebook form or a landing page or if you make it so that like they have to opt in then to fill out an application and then to book in a call um the more steps there are the higher your lead cost is and as he said right here doesn't necessarily mean people are going to convert better so you got to be careful about adding too much friction in a lot of cases hard for my page to load it adds friction but it's not good friction if I had a vs C to video sales letter to a page it'll create friction but it'll be good friction so I'll increase the quality of the lead by doing that and so with a local business you're going to want to have like in larger National companies this is where brand adding the building trust adding Value First matters in local it matters significantly less it is very offer driven on a local basis because people know what acupuncture is so you can say free thing or $19 thing since you probably your time cost a little bit more than maybe a low-skilled Labor uh job I'd probably go for the $19 to $99 thing maybe some I'll pause right here I do believe that on a paid ad perspective uh yes local businesses are very offer driven but a way to bypass that because it's a race at the bottom right if you're offer driven in every chiropractor in a area as an example is running a similar offers then all you're competing on is price at the end of the day so what you're competing on initially is the fact that hey I have an edge my competitors aren't running Facebook ads or they're just posting about the service not the offer so you might have a a short-term Edge if you're if you have like a half decent offer for a local business but eventually you'll end up competing on price which is erase to the bottom so what most agencies and and most local businesses uh uh don't want to spend the time to shoot video ads like a lot of them just do those very simple static ads so one of the easiest ways I'd say to you even though he says to not really build trust or or that you shouldn't focus on trust as much for a local business I'd say if you can put the founder in front of the camera and have them shoot ads about them their team the clinic and whatnot uh it's actually a great way to counter the fact that you need an offer like you can actually have pretty much no offer and just sell the team and and and again increase trust in an ad thing that not a lot of local business do because they take it for granted that hey people know what I do so I don't need to build trust uh well if you play against that right when people Zig go zag um if you do those video ads with the founder in there same thing with the real estate agent or any sort of local business you can think about uh I've seen actually great results with these types of paid ads all right 3 million CrossFit coach business coach uh brand conscious so you guys are doing what kind of cont are you guys making podcast oh podcast is the the only thing okay so you guys are doing podcasts and that's it we some longer form cont but it's okay got it okay um the business started from the podcast the podcast was first yeah understod we have unique personalities yeah are you guys um barbell uh Shrugged that was yours okay got it yeah okay okay I hear you um I never had a name to a face but I knew the podcast okay so where would I start okay first thing I would do same thing earlier is I would do a retargeting campaign across all platforms and the nice thing is that platforms are not super hard to figure out they're made zillions of dollar pause so he's basically recommending to this business who already has a pretty decent organic audience to do a retargeting campaign I'll put a little asteris not wrong entirely the way I typically now do retargeting campaigns is I don't actually go into the account and like physically only limit the audience to people that have viewed one's video or have followed them or any of that um I do it through my creative messaging so what I would do is I would do like super product or most aware type of ads so if I as an example hypothetically speaking I shoot an ad and I go um hey you know if you come across this ad you probably already know me you've seen her her podcast which you Nam barell shrug in this case you've seen her podcast uh now if you didn't know we're hosting a live webinar this week as an example right you're pushing to a given funnel that you have um with that being said like somebody random who sees the stat is going to be like I've never seen you guys right like who the is that so Facebook's just not going to show it to these people they're going to focus more on the core group of people that already know of you but on the flip side right um You might have five 10% of your traffic that will still actually not really know of you yet and even though you've assumed that they know of you they they don't and they're still going to watch through the S and still going to convert and so I'd say targeting through creative messaging is best practices nowadays more than like physically retargeting someone and like limiting the audience to that and so that just little caveat here to make them easy to click if you already have traffic so you install a pixel for each of the platforms on your page you'll start collecting data from every single visit that's already coming from your podcast you can start retargeting so that's layer one you should probably also earn your PPC terms it'll immediately make money like there's no PPC campaign for your own terms that doesn't make money I haven't seen it ever have my entire life um I agree too very simple tip or trick for anybody starting out a business it's like if you've done anything organic content whatever uh I would say as soon as you're starting out the business just set up a PPC campaign branded search uh terms and I would also do like a retargeting now actual true retargeting like limiting it to only people who have viewed your site on one on because Google is a bit of a different Beast than meta but uh a retargeting display campaign um I've done that since the start of the business has proved to work very well for us and that said you're not going to pay for it if nobody's going to see or click on those ads so it's the beauty with PPC is like you're only paying for people who actually going to click on those and so if it's based on your brand then you're only going to pay if people know of your brand and interact with it so that's number one and two so own your own terms do the retargeting um third thing is you have to come up with something that's really Banger and like super super valuable that you can give away for free um like you've seen my stuff so the the money models books the um the the framework the 11 Frameworks for profitable gyms all that stuff so really put time into it because I think people really skimp on this and that's why people opt in they see it they're like oh this is why would I continue to book with this person right and so they opt in thank you page schedule it still works now the thing is is that you guys do have a brand if you're worried about being brand conscious all you do is just be true to you in the ads the type of proof would that would be the least likely to be faked so on this extreme you'd have a faceless Anonymous 10year outdated text based testimonial on this extreme I would have someone walk up on stage who looks just like you owns a CrossFit uh business coaching business and says Alex help me go from 3 million to 30 million you'd be like and I'd be like cool so you'd be like that's a really good approximation really hard so that said um I cannot emphasize that honestly more than what he has done right here nowadays especially with the rise of like AI actors AI ugc um it's great but he said it here it's like when people are trying to show proof in their ads right especially like product whereare most aware type of ads which are the type of ads anyways that he's still talking about doing for a retargeting audience cuz they already somewhat know of you so all they need is proof um well you can have proof that is either looks somewhat fake or is AI or is you know as he said a faceless testimonial uh that has been outdated for a couple of years it's like well okay right but like and I see a lot of people doing that you know case studies that let's say ad agencies posting case studies that date from 2020 it's like yeah but this is old right and it's a screenshot so it's hard hard to know if it's true versus on the other end of the spectrum you know having uh real ugc creators or you doing like that's why I think there was this rise uh about two years ago I'd like to say of ugc with like Street interviews like people in the e-commerce brand is going up to people and saying hey look like raw reaction try my product right now right and it's like very hard to fake that right very very hard to fake that so the harder it would be to fake um then the better typically it will perform on the outside of things so my so one I would probably still use meta as my first bet just because the targeting there is going to be easier to figure out Paul's right here he's talking about like a whole new type of business right now and giving advice to them um it's pretty much the same thing I tell to 99% of people also start with Meta Meta is typically the easiest platform to figure out sure targeting because nowadays I mean there's no targeting to do so targeting is not even a thing that you have to really figure out uh and it's a it's a much more forgiving platform also than than other app platforms search is a little harder YouTube is also much more expensive and harder to figure out uh than meta is so that being said it's like meta's is has more users more forgiving has pretty much every single demographic you can think about on the platform so usually best one to start for 99% of businesses and so if you'd like we can give you an estimation of what we think based on your neighborhood your zip code and we can personalize our process to you great okay that's the ad uh and the case study that you give them so free download thank you page Schuler very simple if you want you can add an application if you get too many app if you get too too many opt-ins that aren't qualified you can add more friction so just for everyone it's like what's the perfect funnel if you get too many that are bad add friction if you don't get enough remove friction and if you have almost no friction and they're still bad leads the targeting is off very simple if you want you can add an application if you get too many app if you get too many optins that aren't qualified you can add more friction so just for everyone it's like what's the perfect funnel if you get too many that are bad add friction if you don't get enough remove friction and if you have almost no friction and there's still bad leads the targeting is off there you go so that too uh again kind of put the nail on the point right here um you got bad quality leads or especially for a Le gen you know based business bad quality leads more friction um if you have more friction uh typically the lead quality should increase and if you have barely um any friction and you're still not getting enough leads then it's like your creative messaging is completely off it's typically going to be uh uh a creative thing more than anything so what I try to look into is Click through rate to often rate ratio so meaning am I getting at least 1 to 1.5% link click through or outbound click through rate depending if it's an instant form on platform you'd look at link click through rate if it's outside of the platform so outbound then you would look into you know um the outbound clickthrough ratees and then you'd want to look into opt-in rate which typically would be about 15% give or take so it's either a friction or a targeting problem depending on lead quality or lead volume that you're getting why aren't you scaling is the question so the question like what is the actual question here uh we really want to scale like uh five to next the revenue okay okay and we want to increase our LTV okay so how would you like uh plan the strategy to do that we're currently making like 100% ugc only in meta ads great we're going to maybe Test new creatives new platforms but how would you structure the strategy the team to do that the content creation M because that's uh like a new level that we're not yeah so two ways that you can scale the row at so one is spend more obviously so I'm not even including that but in terms of improving row as itself it means you either have to drive down CAC or increase uh LTV right or average average car value so in terms of driving down CAC what I would do is I would look at the top you probably run a thousand ads over the last year look at the top 10% or 5% of ads look at the first three seconds of each of those ads and see if you can model those three seconds with all of the remaining ads that you have you can even slice that first three seconds off of the best winners and not wrong at all here I agree with that meaning that hook is the most important part especially these guys here Beauty Brian making couple Millions a year they said it right here that um it's all ugc so it's all videos so at the end of the day if nobody watches the first couple of seconds nobody's going to watch the rest of the video ads and therefore definitely not click so hook is super important for them to analyze um what I'll say is just I guess as a general piece of advice is a lot of people uh they and myself included honestly like I have to remind myself and the team to not just focus on that new Concepts like there will become a point where if a brand has ran ads for a year two years 3 years um can you still focus on net New Concepts I mean or should you yeah of course but probably 20 30% of your efforts should now be on net new Concepts only the rest should be put towards iterating on what has been you know winning on the account so it's there's no r or wrong here you can like some people like to scale accounts with only new ideas but the thing is you'll probably miss out on creating very small variations or isolating variables of some of your winning ads and with very low effort you know be able to kind of recreate new winners and just kind of keep the wave alive of a given angle P it on to another 100 other thing too I want to talk about is he said it this brand you know is at 4.6 Ross and the first thing he kind of told him is like well like what's the problem here I don't really understand you know what is that you're trying to figure out and after that he went to say well first obvious answer I'd give you is like scale and it's funny because I don't think it's so obvious and I do see a lot of Brands like that I'd say it's it's not the most common thing I see but I'll probably have maybe three or four Brands a year here that will book in a call with us and they're like already doing very well it's like I look into the account very decent click to rate on their ads um I look into the back end you know super healthy conversion rate good aov roas is you know on a blended basis like four five 6X or more and they're like yo like I don't know what I need to do like I want to make more money and like scale more and I'm like dude why why don't you just spend more like you that's all you're missing like everything is optimized here just spend more they're like well I'm kind of afraid you know it's going to drop roas I want to stay at like four or 5x and then it usually comes from like a a fear of losing profits or from a lack of actually understanding the unit economics and understanding that like hey you're actually profitable if you're at like a 2.5 so you being at a four is like largely profitable so just skill right and the more money you spend the more volume you're going to make so typically the volume is going to make up for the loss in profitability that ures at scale Plus ad so that'll get you 10 50 times more ad creative per good winner that you get so you can squeeze more out of it so that's from the creative strategy to drive down ad costs from the uh LTV perspective um are you guys selling are you guys selling subscriptions are you just selling no we sell uh like devices and also Cosmetics so we have an IPL removal device we have led mask we have led like skare devices and we also s bundles complimentary there are Cosmetics to those devices okay and you sell so you sell the devices and then the recurring goal is that people buy the uh other devices because those are almost like a one time purchase only yeah that's what I'm saying so they one time purchase on the devices but the uh gels or lotions and Potions go to on a recurring basis right I mean that's another main focus because they are like low ticket yeah I got you yeah the nice thing is that when it's low ticket when someone buys a high ticket the likely they buy the low ticket thing if you bundle it up it's pretty high so if someone buys $1,000 I don't know what's the cost like uh $80 that is a high ticket for Columbia that's fine okay so if you have an $80 thing then you could still sell a $40 annual for 12 packs of the creams or whatever that go with it you should need to sell a whole bundle of that because think about it from the consumer if I'm buying it's because I believe that I'm going to do this and if I am going to do it then I might as well get the savings on the stuff that goes with it like if I buy a printer and someone says Hey buy a Year's worth of Inc and you in the m in the moment you're like well I am going to print stuff that's why I'm buying it then and not everyone's going to take it but if 30% of people take it you add 12 bucks to your to your so this is personally my favorite way of increasing aov or lifetime value for an e-commerce brand if I had to start an e-commerce brand I would probably start it with this concept in mind in fact I believe that any e-com brand who has that figured out from the start is in a much better position in any other competitors examples of that I mean he said if you buy a printer you'll need ink you'll also need paper so you might as well bundle those already together at the start which is increase uh aov and and also therefore LTV of that customer right um and anything that would need to reoccur is also a great uh uh opportunity for a subscription model like as an example I bought a m BL pen um a couple of months ago and so I'm of course going to need to shoot one right right so I mean what do I need to write I need ink so I'm going to need ink for the pen and I'll need refills if I write enough second of all I need I I need a medium to write on right so again like paper so like a notepad right so that that would be a great package for Mo Blan to put together another great example of that is a prospect I recently audited on their account uh the their primary device that they sell is like a waxing uh machine like the machine in which like you have to melt the little you know wax pellets um and and uh that said it's like that machine itself has a pretty decent cost you know it's like a 50 or $60 cost um and then the little pellets are like $15 a pack or whatnot and you also need the little sticks you know to kind of mix the wax and and apply you know on you and so it's like that's an amazing type of business cuz The Upfront you know instead of just focusing selling the little device then I mean people of course are going to need the pellets so you sell them the the pellets you sell them the machine you also sell them the little sticks and then guess what if they wax often enough then they're going to need some form of recurring right they're going to need the pellets so then sell them a subscription where they can kind of keep on getting back those pellets so if you know anybody watching that if there's any way you can Implement that in your business model um is typically going to make you a whole lot more profits in the long run you guys are in the beauty director consumer business you are a marketing company and so doubling down on Creative as a discipline is what's going to separate you from like if you want to get to 20 million a year it's going to be you doing 10 times or 50 times more creative in terms of what you're putting out for output there you go I mean this is the reality of the e-commerce base which I think a lot of business owners try to I guess hide from that fact now granted it's a creative and it's an e-commerce B is a marketing business for the most part like once you have the product figured out which a lot of businesses do uh it's it's it's a marketing problem at this point like you have to figure out how to get enough output and the right type of messaging across to the customers now that isn't granted that you have a solid conversion rate solid aov solid you know bundling strategy like rosi's been giving his advice to these guys but it's like once you have that figured out on the back end it's really just purely a marketing business like you have to pump out enough ad creatives I got a gazillion videos about the the process by which we pump out creatives like how do we track down all of our creative variables and then you know iterate or ideate from there so story for another day but uh U agreed with the fact that an Ecom business is is more of a marketing business than a product business he made this ad before he was the GM and it was this beautiful this perfect testimonial and he couldn't have planned it any better he had like the gym behind him he had his wife with him he's like we were two months from shutting our doors you can see the gym full he's like within four months it was completely full 18 months I had it you know 6 months I had it completely Source by 18 months I sold the whole gym and I was losing money and I was working a full-time job just to pay the bills at the gym and you know this many months later it was all great right now when we had that ad I made about a hundred versions of that ad so I made a black and white version I did a sepia filter version I reordered the back end um we swapped out hooks I put different headlines I put different subheads I changed the fonts I did I ran it with different ad copy I will use and abuse it until it doesn't work at all so that's a very solid point I see a lot of AD accounts that I look into where ADS are being killed way too quickly um and the as aren't being given like an actual chance to being squeezed out of the potential results that they could bring where people are going to have one new winning ad concept and then that winning ad is going to you know carry them on a wave of of profitable results for a month month and a half two months three months 6 months and then at some point it starts dying out and they're freaking out they're like no no this was like my lucky ad it was like my one good and then they just go out and then try and find like new Concepts and I'm like whoa like you had a solid ad right here right like there's probably is promosi says here gazillion variations you can make from it it's a ugc ad remake the exact same script with a different Creator right or take the exact same ugc change C said to black and white change the the the first three seconds or change the CTA or uh add a visual hook so like a text as a hook on screen instead of like no hook or put one with a different music or uh maybe change the cropping of this ad it's like just very small changes that to the eyes of the public can like keep this ad alive and kind of look like a slightly different one and carry you through many more months of performance so don't just hastily kill ads because they they you know they Ed to be performing and not anymore like if you haven't taken a time to iterate make sure to do so especially for accounts that have been running ads for quite a long time making content long term is what adds is what grows the organic audience it's what allows a lot of people here to even have the business they have and you'd be surprised it is slower but over time it does compound and it becomes a so quick pause right here uh he's given advice to a business actually that has roas going down lately their trust is also at an all-time low and they're like what should I be doing and working on and her moi's advice in this case was well do more organic than ads it's like if you're if for whatever reason your ads are really not working because people are not trusting you and roas is just continuously going down you have a trust issue right there there's a trust issue in the market and so you have to combat that by going out with more organic people feel like they know you through organic content they feel like they can trust you better and it it helps solve a lot of the what I call Trust deficit that happens when spending a lot of money on Advertising typically this this this is not like if you experience that and you're just starting out with a business I tell you man like don't bother with ads for now just like leave it on a back burner for later like focus on organic and like only go organically for the foreseeable future but usually this is more of a second order problem for a lot of business owners that have spent Millions on ads for a couple of months or couple of years um and they're now in a space where they're probably at the top of their game in their Market or very close to be and so it's it's hard for them to spend more without lifting trust at the same time and so definitely like if you have a a row ass issue and a trust issue organic is probably the best thing that you can do to help turn around uh your ad account and that brings us to the end of this video so I hope you got a little bit of value at least from that and some of my precisions some her mosi's point and whatnot I thought it was a very interesting video when I first came across it and I was like might as well share it to you on the channel and add my two cents on a couple different points that he had now if you're an Ecom or info product business and you want to work with a PID ads partner on meta Google or Tik Tok check out a first link in the description down below and book in a call with myself and the team at pit advertising.com today and if you want to work one-onone with me have me review your funnel offer marketing name it check out the second link down below to join our at engine oneon-one Consulting program on that note I'm going to wish you an amazing day check out other visit the channel for some more useful e marketing tips and I'll see you in the next one cheers