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Marketing Strategies Revealed in this Episode:
Casey Carroll is the founder of Action Advertising Agency – a digital advertising agency that focuses on generating profit instead of just leads – and that includes holistically consulting on every step of the conversion process. He is an expert in leveraging Facebook offline Events data to make informed decisions to improve campaign ROAS.
Welcome to the podcast Casey. Thank you for having me man. That bio is fantastic. I must have heard of myself. No problem. We had to definitely a pleasure having you here. Yeah, the topic for today, of course is going to be on we’re gonna be talking about offline events data.
And in unison with the brick-and-mortar businesses and how you can use all of this data with Facebook to better analyze your customers or potential customers rather. So pretty exciting topic really haven’t delved into it too much before on any other podcast. But before we get into all of that, why don’t you let us know a little bit about your background and how you got into what you’re doing today.
Absolutely. Yeah, so like many other entrepreneurs I think my background was of course entirely linear and I knew I was going to be here one day and of course not it was it had a lot of ups and downs. In fact, I would say that I’ve probably done a bunch of different. I mean, I think I counted something like 16 different businesses at some point that I’ve tried to start or that did start that failed.
You name it from trying to start an eBay business to trying to import cars from Japan and parts v&t a circumnavigate EPA laws. All that sort of stuff. I mean you name it. I’ve tried it and probably feel that a bunch of times too. But I graduated back in 2008 with my bachelor’s degree. I started working for the corporate man and professional sales absolutely hated every single day of my life try to start flipping homes failed miserably and then actually went into full time flipping afterwards and I flipped, you know, 75 different rental property rent to own properties and like 10 different states hated that was also part of a creative agency where I was partner their Chief marketing officer and partner at this creative agency decided.
It wasn’t a good fit for me started from scratch all over again at age 31 after already starting from scratch again like five years earlier. And started doing Facebook advertising and I realized that understanding the sales process from the perspective that I knew it which was buying behavior and why people choose to do certain things and why they do the things that they do really gave me a good leg up also with my analytical abilities to look at data to understand what what’s happening with the reality based on what the data is telling you and then also on top of that to you know, creating advertising campaigns that get people to buy stuff.
That’s something that I learned. I was pretty good at, you know, if you know how to sell and also your. Numbers to your pretty natural fit for advertising but it took me 16 other field businesses to find realized that I was actually really good at this and this is what I should be spending all my time on gotcha.
Gotcha. Well that’s that’s awesome. It’s so it sounds like after kind of doing all of that dabbling into different areas. You finally have kind of found. Your true calling I guess you might say that my book someday might be double your way to success. You never know and then you know, there’s nothing wrong with that because ultimately you can kind of guess how an experience is going to be from the outside looking in but you really don’t know until you you really just kind of jump into it.
And can’t hurt to jump in and try stuff and it doesn’t work jump to the next thing. There are learning lessons. There’s a lot of people who don’t really view failures as failure. Is it just view them as very expensive lessons, right? Yeah, and that’s kind of the same thing. I think for a lot of other business owners to I mean a lot of us, I think all have that sort of same Mantra like we maybe we’re sort of sadomasochistic in certain ways because we really enjoyed the process of failure and.
Making yourself better at something. I mean, you’ve got to really have a supernatural healthy sadomasochistic love for failure. If you’re going to be an entrepreneur because otherwise, I mean there is no participation medals in the business World, either you are good at what you do and you’re the champion you need deserve that cup just like our female soccer championship team, but either winners or losers in the business world, and it’s very apparent and clear when you’re a winner and it’s very clear when you’re not that is.
You got to have a healthy dose of reality when it comes to how to be an entrepreneur and how to do this sort of stuff. Otherwise, you’re just going to just get completely lost. This is very true. There’s there really is no in between when it comes to the business world. It’s either your winner or loser.
And those are the only two areas where people actually see so oh, yeah. It’s some ways to you know, I used to think that in many ways like a lot of the people that I work with that are also advertisers, you could technically label them as competitors. But and also in many ways we’re partners and we’re friends.
We also help each other. But also with that said to look the reality is a business role also and many ways can be a zero sum game two in order for you to win. Someone else has to lose especially with a finite number of buyers in the market place on a certain type of product. And so that’s why it’s always better to of course, you know, Your competitor is treat them as friends.
But also when it comes down to it at the end of the day, of course, if you had to figure out between either you eaten or your friends eat and you want to make sure that you eat first. Yeah, definitely for sure. That’s a good thing to follow. Yeah. And yeah, so, you know as I mentioned at the beginning super excited to talk to you today about the topic at hand and before we really get into it.
Measuring offline events data and I think for the Layman listening and people that aren’t really kind of familiar with what it is that you do on a day-to-day basis. Yeah. Really? What is Facebook off lines data what if some examples of it? And you know, how do you use that? Really the measure and e-commerce transaction?
As I mentioned earlier doing a better job at making sure that you’re fed, and you get business for someone else. I’ll find events is kind of that bridge between running campaigns where you’re not really entirely sure or you have a strategy where you’re trying to drive traffic to a side of some sort and you have no real idea.
You need more information than just what the Facebook pixel is going to feed back to you in your ad account offline events will allow you. To be able to keep track of any person who has seen or clicked on one of your ads and then went to either walked into a physical location. Maybe went to an event Bright website that you don’t have you don’t have control over or for example, if you’ve got some people on in your audience that are listening to this right now the Drive traffic to a website where they cannot pixel it and you want to know exactly which specific ad set if you’ve got a bunch of different ad test if you’re doing 50 60, maybe even more than just one ad said that your.
And you want to know exactly which ad set drove that transaction or that purchaser whatever it is that you’re measuring with offline conversions. Facebook will allow you to keep track of that sort of stuff and allow you to then send that once you’ve got that sale to send it back into Facebook offline events.
And then tell Facebook say okay here is all the X number of sales or X number of conversions. I’m tracking based on this certain time frame. I’m going to upload you back and. And I want you to tell me when I look into offline conversions View and ads manager. I want you to tell me which specific ad out of all my 50 or 60 ads actually drove that conversion over to a either a website that you don’t have a pixel on or in my case with leave like auto dealerships.
I work with auto dealers for some to do the same exact thing. If someone sees her clicks on one of my ads, but didn’t doesn’t become a lead but walks into the dealership and turns into a test drive that buys a car later. I can actually send that information back. So I don’t even need people to opt into a campaign on any of my landing pages whatsoever to be able to make this sort of stuff work.
So that’s where especially in you know Affiliates or e-commerce. If you’re sending traffic, for example, the Amazon and you cannot pixel your Amazon page, you know, you can get some interesting statistics and stuff. But if you want to run Facebook ads to Amazon the odds of you being able to put your personal ad account picks.
On that not very likely so you can feed that sale data from Amazon back into your at account. And if you’re running 70 different creative tests between copy creative audiences placements and you really want to get super granular and find out which of those ads sets actually drove a conversion on Amazon that you do not have your pixel on.
Well, you can do that with offline events. Gotcha. So let’s kind of backtrack a little bit as far as which you mentioned on Amazon’s that’s kind of interesting. Of course, you mentioned it’s really kind of hard with Amazon to really track. What’s going on, like any ads that you have that are going through Amazon because you can’t really add any conversion tracking code or pixel.
Yeah any pixel code or if you even if you’re using some type of Analytics tool per say there’s really no way to do it. So how exactly is that done with this? Offline events data. How would you gather that from somebody clicking on a particular ad going through Amazon purchasing? What’s that process?
And what do they do? Right. It doesn’t really necessarily the matter if it’s Amazon or anything else for that matter and would like the example. I used earlier was people walk into a dealership and buying a car like I can upload a spreadsheet at the very end of the. Into Facebook offline events massage the data a little bit so that Facebook will read it and it’ll do that.
So if you’ve got access to the sale data or let’s say for example, if you’re running a Facebook ad to a group on that you’re running and you want to know which of those people turn into a purchase you could literally upload that exact spreadsheet directly into Facebook at the very end of the month and then determine which specific ads drove those conversions people who actually bought the the Groupon or bought the Amazon product or whatever.
So as long as you’ve got sale information that you can then put. From that site wherever that source is Eventbrite Amazon even eBay for that matter to then what you’ll be able to do is pull that information back into Facebook via the offline event set. And as long as you’ve got like, you know name email address.
Phone number as much information as you can I mean the more that you have the higher match rate that you’re going to have so that you can potentially match a much larger percentage of those sales. But you know, you can also use tools like zapier. I mean zapier does have even with PayPal or with stripe campaigns the ability to send that information back into Facebook offline events via their API in real time.
And you’ll be able to read that data directly to that sink. There’s also a tool called leads bridge and also Facebook offline events opens up their API to Magento and a bunch of other different tools that people may have CRM data or transaction level data that would have enough information to be able to have a decent match rate to Facebook offline events.
So you can still pull that information using a number of tools that are available. Okay, and then when you get that information back into the Facebook offline. Does a person let’s say the person that purchased you said there’s a number of ways that can be done leather. Let’s say the auto dealership example or the example that I mentioned were you trying to track add activity going into people that.
Purchasing from your Amazon store. What does it matter when you’re uploading to Facebook? Does it matter if these people do they have to have Facebook accounts for it to be able to pull data or associate data? What is that required? Well, yes, let’s say for example in that scenario with Amazon. If you are running Facebook ad campaigns right now where your advertising to is people on.
And then you’re sending that traffic to a website that you do not control where you cannot put the pixel on in this case. It’s Amazon and that scenario when you get that transaction level data from Amazon name email address phone number whatever information you can get from that transaction. That’s how you can upload that back into Facebook then figure out which a drove that sale so really it’s really meant to be used for a term of measurement if anything to determine which ads are doing well because the reality is I mean if you’re going to be running more than.
One ad set you’re not going to be running a complete overlap of the exact other AD set so what you might be testing different age groups, you might be testing different genders. You might be testing desktop versus mobile or you might be testing a number of other factors to the point where you know, you might have.
20 30 40 different ad sets all with either different creative different audiences different age groups different genders different placements. It could be a number of things that you want to test. But as of right now if you were to send all that traffic to Amazon there wouldn’t really be any way for you to be able to feed that information back into your at account because you can’t fix all your page on Amazon.
It’s a protected silo. So that’s how you could actually move get the transaction level data name email address phone number Etc. Put that into Facebook via offline events. And then that’s when you’ll be able to say, oh, well, these three add sets drove a 30 to 1 return on ad spend and the remaining ones either were- I lost money.
What was it about these three or four that actually drove that Lion’s Share of the profit. Oh, I’m testing men. Okay. Well now I see that clearly men are the ones with this or maybe. Like, oh wait a minute this creative here or this copy that talks about this particular benefit here. That’s really what’s working here.
So then you can look at that Trend in the data and then you can start to reshape your marketing strategy and still be able to send traffic directly back and get either the proof that it’s working or the proof that it’s not working and then change and shift your strategy based off of the trends that you’re noticing from the data that’s coming back from offline events.
That’s some really cool stuff. I mean, it just goes to show. The power of data and then in your case leveraging all of these companies that are really Gathering all this information and tying everything together. It’s something we’re at a stage like no other were able to pull this information because you know, I guess even just maybe 5-10 years ago.
You couldn’t do anything like this. So it’s pretty amazing even like two years ago. Yeah. I guess you’re right. And this is so new that that a lot of people don’t really talk about offline conversions. Even a lot of advertising Guru as people who have had a lot of experience with advertising not all of them even talk about off on conversions and when they do talk about it, they don’t necessarily I think really articulate the importance of why it’s super crucial to measure this sort of stuff because really look I mean never before has any other advertising medium ever been able to tell.
So you listen to this radio ad the talked about this particular vehicle promotion and then you decided to walk into a dealership and buy and I can tie it back to the exact spot that that radio ad was placed at which time of the day and know the exact gender demographic age group classifications of the you never could you’ve ever done that before in the past with any other form of medium out there whatsoever.
And so. I’ve seen examples in some of the stuff that I do with Automotive where I can see that this brand awareness based add that didn’t really have any sort of call to action. I think it had the phone number. It may have said hey, we’ve got Jeep jails in stock and it’s just a picture of a Jeep JK all it’s a really authentic looking picture actually that they put this directly on Facebook or at least I’d put on Facebook and then I was able to see over the course of the next year.
We turn that add on and off throughout the entire year because every time I turned that on a printed. Money every single time and so it allowed me to also create an evergreen strategy where this particular ad. I know every time I turn this on it works. I’ll measure it for a month. Holy crap. We had six sales attached to this one add we spent 300 bucks and we made 10,000 dollars in profit.
Holy crap. Okay. Let’s see if we can. Catch lightning in a bottle the second time and then I’ll give it maybe a break turn it back on again. When I turn it back on again if it’s still prints money practically every single time now, you’re like, okay, there’s something to this. So let me analyze a creative.
What is it about this particular piece of creative that the drove is outcome. Okay. I’m going to get that back to my creative team and we’re going to be doing more types of ads just like this to try to push may be other types of vehicles in that lot to see if we can also produce that same outcome and maybe you can for a certain Vehicles.
Maybe you can’t for others. Well, okay now you can measure. Against what you’re doing to know if you know before and it’s like shot in the dark, you know, like if before and it was a disconnected Silo because all you would really be able to do in most scenarios is say I want to track the number of leads and that’s.
Right in a lot of scenarios, especially like an automotive world the transaction might be from someone who saw the ad and then decided to walk in that never became a lead all of a sudden. You’re like, wait a minute there could be certain ads that don’t generate leads that actually generate sales and you would never know that beforehand so.
Because of that this really is like that like secret weapon that if you know how to use it correctly. It is a difference between and the dealerships. I’ve worked with have gone from like no joke third or fourth in their pool to second to first place in their pool for the first time ever hitting numbers.
They’ve never had before just because we’re doing a better job at spending their advertising dollars in a direction that is actually going to drive an outcome and we can prove that that outcome is likely to happen based on real actual information directly coming from real. Data, and then measuring that back to the ad sets themselves at drove that and that’s where like especially for if you are an affiliate marketer and you don’t you can’t necessarily stack your pixel on the landing page that you’re driving traffic to you or if you are an e-commerce person exactly.
Just like I said before like with eBay or even if you’re an event marketer where you’re our coach and you want. Send traffic to an event page and you cannot pixel that event page this application has so much value in so many different possible scenarios that it’s something that and look it’s free doesn’t cost you a single penny to be able to run Facebook offline events.
They encourage you to do it. They want to give you these tools so that you spend more money on the Facebook advertising platform. So they’re giving this stuff away to you for free to the point where you can accurately measure what’s working and scenarios where you could never do that before and even drive down to the exact ad set at.
So for example to kind of give you a frame of reference on this on one dealership, I made over 1100 add sets over the course of 2018 1104 just one dealership over the entire year and I could tell you exactly out of all those 1,100. Which were profitable for people to do this are clicked on the ad that walk into a dealership that bought and every single month.
I also notice which models which gender is in which placements are the most effective for us so that when I continue to keep making additional direct response offers every single month, Our return on ad spend gets better and better every single month to the point where for a lot of these dealerships.
They’re making twelve dollars in profit not Revenue, but actual profit for every dollar they put into advertising which is unheard of that’s some huge stuff. I was thinking about what you’re saying as far as with the dealerships the automotive industry that you experience with, but what I’m curious about is.
Is this same thing being done? Because like you said this is really so new just in the past two years where this has been possible are some of the larger big box retail brands. Are they doing stuff like this or are you familiar with that or any of the strategies? They’re using I do have some exposure to some large retail Brands.
I won’t say how I got access to it, but I’m actually on the MGM Resorts International at account and I can see that they’re not running offline conversions either. It’s interesting because in larger Brands they’ve got. In budgets, they must spend whether they like it or not and they have to spend that money by a certain point.
Otherwise, they don’t get that budget for the next fiscal year. So his performance as important? Yes, but performance is also equally as important and as making sure that you spend that budget because if you don’t spend it, then you’re not going to get it next year and that because that becomes a much larger problem later.
So a lot of these larger Brands, especially you can see that on the Facebook ads platform with. Quarter budget dumping especially in Q4 budget dumping spending their budgets before the end of the fiscal year. Otherwise, they’re screwed or the end of the calendar year. So I would say that larger brands do they care about performance?
Yes are they as constrained as budgets of maybe middle to lower size company brand? No, they don’t have the same constraints. And so I think really for the most part because could every single business find Value in this. Yes, but you also might not like what you see and then it might force you to have to come up with a new course new stuff because it’s clearly not working and you might think hey I might be working.
Well, no, it’s not and now you can prove that it’s not working out crap. Now I got to do more work, right? So for most audiences out there, they really do care if they put a dollar and they want to get more dollars out of that widget and because it’s their personal money, they’re putting their own money directly into their advertising process and it has a direct impact on whether they make an x amount of money or they don’t make a certain amount of money and I think.
For the smaller middle sized businesses. They’re probably going to find more value out of something like this. Okay, because they care more about that incremental different and that incremental difference in fund additional other programs or additional other product development lines are a number of other things and employ more people Etc.
So are the big Brands doing this. Some of them are I might there might be I’m not really entirely sure because I don’t necessarily have access to all the large Brands out there. But I also think that in their world there are more concerned about making sure that they spend versus spent wisely that makes a lot of sense and I understand what you’re saying where the smaller to medium-sized businesses.
Were you have maybe the business owner or somebody in charge of the marketing. They’re looking at every single dollar spent and they’re looking at the first the return on that for sure. But yeah, like you said with the big box brands you have these Marketing Executives that are in charge of a particular budget and they want the performance but like you said, they don’t necessarily want to add more work than they already have as far as further analyze things make changes based on decisions.
They’re just trying to say, okay. Let’s just throw some more money at this particular ad campaign see. I can send it right? Yeah good exactly what you’re dealing with smaller businesses. I mean if you’re a business that goes from I’m making $20,000 a month off of five thousand dollars in advertising and to go from now I’m making.
Thirty to forty thousand dollars a month for that exact same five thousand dollars in advertising. That’s a big difference. I mean that big difference right there can really do a lot more damage as far as a growth percentage for that small to medium size business versus these larger businesses were look some of these businesses spend billions of dollars a year just in brand awareness campaigns with absolutely no ability to tie back to return on investment nor do they really want to because they know that look in order to get that sale five to ten years from now.
Need to spend that money now and they know that and it’s purely more about and Impressions and reach game more so than it is about a return on adspend initially right now kind of scenario. They’re playing the long game and look if you’ve got that kind of budget it could should you be doing that?
Absolutely, but the reality is I think in most people who are listening to this podcast the audience who’s listening to this today, they’re not going to necessarily be Budweiser or Microsoft or whatever. It’d be great if they were and hey, you should call me. But if not, look if you’re a small to medium sized business where you could look at their scenario saying if I’m going to spend 5000 and get 20 or 30 or 35.
Well how much of an impact will that make on my life? Well, this is where this is a lot more valuable to you that that makes a lot of sense and I know one of the things that I also wanted to bring up that your listeners may not be too familiar with their kind of goes hand-in-hand with the Facebook offline events is the Facebook.
Attribution tool. Yeah, what exactly is that? And how is that used to measure things? I’m very glad that you brought that up. If you want to talk about Facebook offline events as being like the next level type stuff than ninja stuff that most other advertising ninja group was don’t really talk about it as much now, we’re talking Facebook attribution.
We’re talking like the master sensei would like the long white beard standing on a mountain top. That’s what Facebook attribution really is. And again, this is also a free tool to so every single person who’s listening to this will be able to use this to measure the effectiveness of their entire marketing wheel in relation to each other.
So this is. Easy to it. This is something that just came out not too long ago a couple months ago to the general public beforehand. I think it was actually labeled something completely different. I can’t remember Advanced measurement or it was a tool that Facebook bought a couple of years ago, but what Facebook attribution will do.
As allow you to be able to once you have an offline events set that you accurately maintain on a regular basis. And if you are also a business that does other forms of advertising we’re talking Yahoo. Gemini could be tabula could be native advertising. It could be Google AdWords YouTube ads being ads SEO you name it Google my business, you know all that sort of stuff.
If you’ve got multiple different sorts of digital advertising campaigns that are out there. What Facebook attribution will allow you to do is put all that information together into one tool, and then it’ll be able to allow you to measure against each other to figure out. Which is my true like what is the best advertising platform if I spend a dollar on this versus all these other platforms?
I want to see exactly how much I’m making in return for an equal weight across the board. So like equate attribution could be maybe someone saw it on Google but then they ended up leaving that processor that funnel on Facebook. Well, if you look at equal weight, what is the best platform across the board or what is the best one related to.
Top of funnel versus bottom of bottle maybe Facebook is doing great at creating top of funnel awareness. People are super curious about the product or the dealership for the business. They then go into Google they type in the name your bidding on your own, you know keywords for own business, of course, so they see that and say, oh I’m going to click on this.
Well suddenly now, you’re like wait, Facebook’s doing a fantastic job of creating top of funnel, but they’re not great at converting bottom of funnel. But now Google is great at converting bottom of photo and you can see the relationship between the two to figure out which one is better at which step of the funnel process.
So if you’re much more sophisticated marketer where you want to be able to have a very distinct campaign for buyers at different portions of the buyers cycle or the buyers Journey whether their top of funnel middle funnel or bottom a funnel and a very distinct campaigns to be able. Nurture them towards that conversion process and use the right platform for that push.
That’s where you can see the relationship between top middle bottom versus each other versus equal weight versus time Decay. You can go up to 90 days to measure the effectiveness of all of these different platforms versus each other. We can even see the effectiveness of Google my business in relation to paid organic Facebook ads not organic ads.
But yeah, I mean, I mean it’s fascinating when you take a look at. Okay. Well now I’ve got this massive marketing wheel where Google does not talk to Facebook Google. My business doesn’t talk to Bing my native advertising campaigns do not talk to it platforms now suddenly, you’ve got a tool that will actually allow you to compare just put them all into one massive jumbo.
And then say I want you to tell me which one’s the best for which step of the process or which one’s my best overall which one’s best for top of funnel, which one’s best for the actual conversion process. Let me see the relationship between all these other types of advertising platforms that don’t talk to each other right now at all.
And then now I can effectively even spend my money even more effectively and really be able to see that relationship. And the reason why that’s important. By the way for people were listening to this Facebook offline events will only allow you to see last touch. For Facebook, but if the actual last touch was not Facebook offline events will tell you that so for example, if you’re shown at a last touch attribution on Facebook for this sort of AD or whatever.
And you don’t know if that was really truly the last touch or if that was just the last touch on Facebook. Well now when you take it one step further with Facebook attribution now, you can see from a collective of all of the different advertising you’re doing. Okay. Well, actually Facebook is not doing that great of a job at converting at the very bottom.
It’s actually Google but when you look at the relationship Facebook is nurturing them from top to middle of funnel and they’re just Googling and then searching on the keyword that you’re bidding on for own business and that’s why they’re converting. That way you get these kind of. Roots in information that you get because of Facebook attribution.
And again, it’s free tool people need to be using this that’s a really cool stuff. And I’m glad you got into depth about that because that’s what I was wondering as far as the Facebook offline events. It really can only make totally makes sense. If you’re doing advertising on Facebook and you can see.
The last touch from somebody that came from Facebook came from one of your Facebook ads. That’s where really the power is on that. But you know, if you’re not doing let you know let’s say you’re not doing any advertising on Facebook then that’s where using this attribution tool will be able to really see exactly what campaigns are successful and really looking at all of the data comprehensively now, I’m not entirely sure if you’re not doing any paid advertising on.
Book if you can use attribution because I do know for sure it does require a pixel. Okay, gotcha and a business group and then also an offline event set of some sort. Okay. So if you didn’t some advertising, you know, it doesn’t have to be a huge component of your wheel. You should still be able to use Facebook attribution.
But I believe you do need to be using at least some of Facebook advertising properties, but look also going back to offline events offline events will only allow you to measure paid attribution. So for example, if someone sees a Dodge Challenger, But doesn’t want to buy the Dodge Challenger themselves and tags their friend in it and then their friend buys that’s not a paid attribution.
That’s actually a non-paid attribution because you paid to show it to the friend not to the actual other friend that ended up buying. So that’s where there’s always going to be. Like when you look at Facebook offline events for the most part. It could be the floor it actually it’s not the ceiling.
I mean, there’s probably more transactions. You can’t really measure and that’s where Facebook attribution will come in and kind of put the rest of the pieces of the puzzle together where you can look at. What is my conversion value? For a Facebook organic in relation to Facebook page and then you can start to see.
Okay. Well now I know now I can show non-paid attribution. You will be able to bring it back to the specific ad set but what you’ll be able to do is look at it from the entire pie and that now you can really be able to like truly understand the effectiveness of everything really cool stuff definitely and you know, one of the things I always like to close with is just some kind of action items for companies that just want to get into this and what what do you think are some things that it just any e-commerce business can do.
And Implement today to just see some initial quick wins. With any of this look the importance of measurement. I talked about Facebook attribution and Facebook offline events purely from the perspective of knowing what’s working at a very deep level. And so there might be a lot of businesses out there that are guilty of not entirely knowing all this information so start to put pieces of process tools systems in place.
To be able to adequately and effectively measure things in real time that are important to you that you want to be able to measure versus something else to determine what’s working and what’s not so then when you start to make changes because guess what change is inevitable in the advertising world when you start to make changes whether their ads creative Replacements Etc.
You know that you can actually be able to adequately measure that sort of stuff quickly and be able to make decisions quickly. So that also includes do research on UTM parameters do research on Google analytics Facebook attribution Facebook offline conversions, all that sort of stuff every tool that I mentioned today is purely just.
Getting better information to make more informed decisions in a much faster perspective that you could before that’s where all the stuff we’re talking about. Today is really crucial for that. So first off number one, you got to know your numbers and you have to really deeply understand your numbers and if you don’t understand them, you’re not using the right system or you’re not learning enough about how to read the system that you already have right now.
So either. Do some homework or get a new system that helps you and then putting next steps of the piece of the puzzle would be do research into Facebook offline events, and I’ll van conversions do research into Facebook attribution start to play around with this stuff work with it figure out how to use this sort of stuff to your advantage in your benefit because there’s no excuse.
This stuff is free. It’s available to us right now. It’s not going to cost you anything extra. All I got to do is just use it. There’s no excuse to not use it because I can guarantee. If you just invest a little bit of time into learning this stuff and implementing in your business right now, it’ll pay off in Spades significantly more than trying to run different forms of ads and not being able to measure them over the next like two to three months.
So start now to do this now, this is free it there’s no excuse to not get information on offline events Facebook attribution and doing a better job at tracking your numbers. That’s awesome. And I definitely agree. It’s with all of these tools and data at our disposal you there’s really no excuse and that’s that’s just definitely a great way to start.
Okay said definitely appreciate you coming on today because you’ve definitely opened my eyes to a whole wealth of information and I know our listeners as well. I didn’t know too much about how the Facebook offline events and Facebook attribution tool work, but these are definitely some. Leading Edge things that you know, every business small business should look into taking advantage of for short finally.
I just want to always kind of change subjects here and ask you well one final fun fact question and what’s one thing that our audience would be surprised to know about you that’s interesting. So I would say number one. I can solve a Rubik’s Cube in less than two minutes. I play the ukulele I was born and raised in Hawaii.
So I think that kind of like a given right this weekend. I’m going to 206 mile bike ride for fun going back to that whole state of masochistic perspective. Right and I click sneakers in my free time for fun. Okay? Okay, great. Those are definitely some very fun facts. Sure. Well, I appreciate you sharing that Casey and we appreciate you being on the e-commerce marketing podcast and you know, if any of our listeners want to pick your brain anymore about.
All that was discussed with their best way to for them to get in touch with you. Yeah, single my website, which is www.hyken.com. Agency. You can also find me on Facebook, which is facebook.com forward slash action adds a DS plural agency. You can also find my personal brand page, which is facebook.com forward slash Casey Carol live CA SE y CA RR o LL live.
Okay, great. All right. Well, thanks again Casey for joining us today on the e-commerce marketing podcast. It has been awesome. Thank you. Appreciate it. Thank you for listening to the e-commerce marketing podcast. Do you need to get more feedback and reviews from your customers and improve your customer retention?
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Founder of Action Advertising Agency
The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
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