Brigham Dallas is the Manager of Dallas Media, an internet marketing agency geared toward helping small to medium sized businesses build an online presence and convert visitors into clients.
Brigham is also the President of Sugar Me Wax, a salon that offers multiple services in the waxing and skincare category. Over the past five years, Brigham has built Sugar Me Wax into a multimillion-dollar business format franchise. He also teaches a class on Facebook and Google AdWords as an adjunct professor at Brigham Young University.
Here’s a glimpse of what you’ll learn:
- What brands can do to leverage sales on both Amazon and Facebook
- Is the Facebook marketplace competing with the Amazon marketplace?
- Brigham Dallas’s thoughts on the storytelling capabilities of Amazon versus Facebook
- How Brigham evaluates Facebook marketplace opportunities
- Why Dallas Media’s conversion rates are higher than the industry average
- Brigham talks about his Facebook advertising model and how brands can get started using Facebook Ads
- How to improve and test your Facebook targeting
- Why brands should advertise on both Amazon and Facebook
In this episode…
The Amazon and Facebook marketplaces are very popular among e-commerce sellers, and many brands sell their products on both platforms. Yet oftentimes, the branding and product information on each marketplace differs, and these sellers end up making more sales on one platform than the other. So how can you start leveraging sales on both Amazon and Facebook?
Brigham Dallas helps brands create winning advertising strategies that boost sales on both platforms with his internet marketing agency, Dallas Media. As a pay-per-click (PPC) expert, he advises sellers on the best ways to share their stories, boost their conversion rates, and grow their audiences online.
In this episode of Buy Box Experts, host Eric Stopper is joined by Brigham Dallas, the Manager of Dallas Media, to talk about how brands can create a flawless Facebook advertising strategy. They discuss marketing techniques on Amazon versus Facebook, tips for targeting a specific audience, and how to beat the average conversion rates for your industry. Stay tuned.
Resources Mentioned in this episode
- Buy Box Experts
- Dallas Media
- Sugar Me Wax
- Brigham Dallas on LinkedIn
- Brigham’s email: email@example.com
- Average conversion rates on Facebook by industry
Sponsor for this episode…
Buy Box Experts applies decades of e-commerce experience to successfully manage their clients’ marketplace accounts. The Buy Box account managers specialize in combining an understanding of their clients’ business fundamentals and their in-depth expertise in the Amazon Marketplace.
The team works with marketplace technicians using a system of processes, proprietary software, and extensive channel experience to ensure your Amazon presence captures the opportunity in the marketplace–not only producing greater revenue and profits but also reducing or eliminating your business’ workload.
Buy Box Experts prides itself on being one of the few agencies with an SMB (small to medium-sized business) division and an Enterprise division. Buy Box does not commingle clients among divisions as each has unique needs and requirements for proper account management.
Learn more about Buy Box Experts at BuyBoxExperts.com.
Welcome to the Buy Box Experts podcast we bring to light the unique opportunities brands face in today’s e commerce world.
Eric Stopper 0:18
And welcome to the Buy Box Experts podcast. This is Eric Stopper. Today’s episode is brought to you by Buy Box Experts. Buy Box Experts takes ambitious brands and makes them unbeatable. Guys, we’ve got a team of consultants here and I got to tell you we are way super busy because for some reason, and this is really interesting, but the furniture category and categories like that were there items that people see everyday in their home. They’re growing like crazy, because people are just sick of looking at the stuff that they have in their home. It’s incredible. This phenomenon like you have probably statistically you are listening to this have probably purchased furniture. Why? Right? If you’re a manufacturer of products you need to figure out what impacts are affecting your market and figure out what you can do to ride that wave. Go to buyboxexperts.com, click on the free analysis button and you’ll be connected with me or a member of my team. Today I am so excited to have Brigham Dallas of Dallas Media. It’s an internet marketing agency geared towards helping small to medium sized businesses, build an online presence and convert visitors into clients. He’s also the President of Sugar Me Wax, a salon that offers multiple services in the waxing and skincare category that he has built into a multimillion dollar business format franchise over the last five years. He teaches a class on Facebook and Google AdWords as an adjunct professor at Brigham Young University Brigham is my Facebook ads dojo master let him be your sensei while we walk while we talk Facebook and how it relates to Amazon Brigham. How are you man?
Brigham Dallas 1:54
What’s up my man? Hey, dude, good surviving. This COVID crisis is going on right now and just making the most of it. While the Facebook ads inventory is selling at a at a discount right now,
Eric Stopper 2:06
yeah, it’s really interesting you so me and Brigham have been texting over the last couple of weeks just like getting into Amazon helping him sell the products that his salon offers right as a manufacturer as a brand and positioning the brands on Amazon online and building that out. He also recently got married, like, not that long ago, right?
Brigham Dallas 2:30
Yeah, so March 7 was our wedding day Saturday. And then my wife Sam is from Romania. So her family came into town for the wedding and was there for a week and on Thursday, they left and Friday morning President Trump was like no more people in or out of the country. Yeah, so people were, I mean she had night flights so she literally missed it by minutes. You know, with all the chaos It was. It was opportune timing for the wedding. It was perfect. And then the weekend after the chaos until
Eric Stopper 2:59
I’m glad that you guys made it and Mazel Tov for the wedding. How exciting. Now, social media. We’ve talked a lot on Google on this podcast and man, Google’s a beast, and I want to dig into that. I feel like there’s a war going on between those two organizations. I really want to focus on social media because Facebook, Instagram, TikTok, Snapchat. I don’t know, there’s a bunch of them. The integration of those things, those platforms with Amazon is a hot topic in the e-commerce world. And so you as a Facebook guy, I want to get your thoughts on the kind of trends that are moving in this arena. And what is neat is how they need to position themselves in order to, you know, leverage this massive paradigm shift.
Brigham Dallas 3:48
Yeah, I kind of want to talk about that with you right now. So one of the things that makes Amazon amazing for consumers is the price leader you know that everyone is competing at the lowest price. That’s not necessarily In the case of Facebook, so the one of the benefits of Facebook is people do less research to know if a product is pricier, less pricey.
Eric Stopper 4:09
Brigham Dallas 4:10
So you can take the same product there on Amazon and have a different price on Facebook. Now, we do see, once a product becomes really big on Facebook, it’s like killing it online, we see that people start searching for that product more on Amazon and on Google, because they’ve seen it on Facebook. So not everyone’s going to be this investor that says, hey, this is a good product, I’m just gonna buy it outright, but the majority of people do so you can charge a premium for that. So one thing I’d like to do for people to consider, you know, a product that’s really killing it on Amazon, so really well killing it, slaying it, maybe consider just changing the name of it and putting it onto Facebook. So you’re not competing with yourself and cannibalizing sales on the Amazon market. But you’re also able to get a premium and self a little bit more profit on Facebook.
Eric Stopper 4:53
So you’re saying launch a new brand, but it’s the same exact products price it higher. Change the whole thing, who, who drives that ship in an organization? Right? Like, I tried to imagine the CEO coming to the company or that or the marketing VP saying, Alright guys, here’s what we’re gonna do, right? Like, that’s a big shift, you got to do labeling, you got to figure out the logistics. I wonder who, who you see in the organization that like drives that ship just so that, you know, everyone listening can be like, Okay, this is the guy that I got to figure out to get on my side for this project to actually happen as
Brigham Dallas 5:30
well. So you can start in phases, right? So phase one would be Hey, this is doing really well on Amazon, let’s put it on the Facebook, build the whole page out for landing page instead of having an Amazon page, put the reviews on there, put the social stuff on there, the proofs, you know, running a Shopify store with some of the add ons. You know, build that out and see for yourself, find out what your cost per acquisition is to sell the same product and then say, hey, if I take this product and I change the name of it, literally just change the name, I could probably add 25% of the price and it was profitable at the price you had Before it’ll be 25% more profitable at the new price of a new brand.
Eric Stopper 6:04
That’s so funny I, I’m going I’m imagining telling some of these some of these long standing brands who have been on Amazon and are looking at dabbling in some other areas, like, you’re gonna take, you’re gonna take this, this brand, this this thing that you’ve nurtured and you’re gonna, and you’re gonna manipulate it and not make this the wrong word. You’re gonna change it in a few ways to make it easier to sell to people who don’t expect that product to be a different price on another platform. That’s the best idea here, right?
Brigham Dallas 6:34
Yeah, essentially. Yeah, I mean, that’s, that’s, that’s one of my number one tips right now for taking Amazon on sale on Facebook, change the name, raise the price, or just raise the price, you know, and see if you can get that higher price there.
Eric Stopper 6:46
Yeah, who, who stands in the best position for a transition like this? Is there a price Mark?
Brigham Dallas 6:53
Yeah, yeah. So smaller businesses are definitely better to play at that because you’re not as worried about your brand strength. If you’re not an international brand, if you’re not a brand of selling major stores, you’re just an online brand. That’s where you have the best place to play.
Eric Stopper 7:09
Okay, and if, if you’ve nailed the model for how your stuff ships? Is this the Facebook marketplace? Or is their aim to be? I mean, you’ve probably had a bunch of experience with this. But are they? Are they really trying to steal all this market share from Amazon? Or do you imagine a scenario where these guys are just hand in hand and share all the data with each other and share the love? What do you think?
Brigham Dallas 7:31
Yeah, I don’t consider these very, extremely competitive marketplaces and trying to still like to share from each other. I mean, there’s a purpose to each of these. Facebook has a unique position that Google doesn’t have. And that’s when you can tell a story. That’s what makes Facebook amazing. I’ve seen products that absolutely slid on Facebook. We had this product that a friend of mine was running. It was a workout video, and it actually sold better believe it or not, a couple years ago, it sold better DVD form than online form. Want to buy a digital copy, a digital product purchase, and they would send them a DVD. And it absolutely just slayed it on Facebook. And then you know, and it was really a lot of mothers living in bucolic rural areas that didn’t have an opportunity to go to the gym. That was it. And they wanted to work out a home to run. And we could find that exact demographic on Facebook, which is really cool. We tried it on Google but the product did not work at all. We tried on, like we spent a lot of money on Google couldn’t even get it to convert at all. And the difference is, and this is the same thing with Amazon. Facebook allows you to tell a story and the way that you want to tell it. You control the narrative on Facebook. You don’t have to worry about reviews. You don’t have to worry about people sending three stars, you know, go in there and say hey, here’s the story. I want to tell you. Here’s what it looks like: the product and gives you a strong call to action and then people start to buy. That’s what makes it amazing.
Eric Stopper 8:58
Do you feel like you shop on Amazon, right? I’m sure your wife Absolutely. Okay. Do you feel like brands on Amazon typically do a pretty poor job of storytelling? Or do you feel like once you’re on a listing you’re you feel like you’re on a treasure hunt?
Brigham Dallas 9:17
Yeah, so like Amazon’s not built for the story platform. like think about the way Facebook is created, like Facebook is video heavy. They’re showing the exact video or picture they want to show right away. And now video can tell a story attached to text of the exact narrative that these people want to have, where it’s like a product base, display or listing. It’s not built like that, right? It’s built to display facts about the product itself. Facebook can control the benefit driven approach, the benefit driven approach being I can show you the product and I can show you how to affect your life in a unique way.
Eric Stopper 9:54
And I suppose in this scenario, because I am the Pied Piper of Storytelling on Amazon. My whole shtick is you take the CEO of your company and you have you know them at a trade show or in a sales conversation with somebody that they’re selling to brick and mortar right this this scenario that happens all the time. And you listen to them or you listen to your VP of sales pitch your product to a prospective customer and you hear the things that they talk about all the features and all the great benefits and how your life will be and they’ve got all these metaphors and analogies and cost saving structures and all this stuff. And then you look over at their Amazon listings and really like a lot of their marketplace listings. Walmart even I’ve seen some that have Facebook listings and they’re just atrocious. Right? I wonder if everybody listening could just take that recording of their CEO and put it in their listing, make graphics, make lifestyle photos, pick your customer. You now can put a video in there. Do you think that Amazon will never mature out of this, this kind of inferiority to Facebook’s storytelling capabilities, or are we going to see you know them rise to the occasion and actually be a big player in this in this Share of Voice for video and social interaction?
Brigham Dallas 11:18
Man, that’s such a good point, you know, because if people push the storytelling approach you know, it’s a cost benefit analysis on Amazon you got you want people a little fact with the story they want to hear they just want to buy something that’s salty. We have other people that are trying to discover something, and the people that are trying to discover that’s where stories really play the most benefit, right? Like, you see somebody looking at a phone case, for example. And some people just want a phone case that solves a need and then the other people they’re like, man, I could really see how this phone case could charge my phone for 24 or 48 hours and it can be an amazing feature for me when I’m on the road traveling. You see people While traveling with this fun case, that seems really cool. And I think the market, you know, the money will drive that, you know, the money will drive that if your cost per acquisition starts to go lower the storytelling, then some products are absolutely going to see a boost from that. And I think that’s phenomenal. I think your approach is to doing that for businesses, and it’s wonderful, it’s wonderful. It really just brings out where products should be I mean, that’s the next level to product, you know, enhancement to increase cost efficiency, reduce requisitions.
Eric Stopper 12:35
I’m curious to how you are evaluating your Facebook marketplace opportunities right now. Yeah. Yeah. Who are spending or maybe not spending but they’re ready to spend 10s of thousands of dollars on these campaigns. How do you pick them? You know, how do you know this is a good one for us. This is one that could really crush it.
Brigham Dallas 13:00
Okay, I love that you asked this question. Let’s talk about this. Okay. Um, so a couple of things that you need to know in order to see if something’s gonna sell or not. The number one thing is something called a conversion rate. Are you familiar with that in the Amazon states? I’m sure.
Eric Stopper 13:16
It’s all I think about. Yeah, if your ways to measure it, we have like unit session percentage is a big is a big indicator of conversion rate, right? Like based on the number of sessions, how many actual dollars are made out of those. And then we also some people even start tracking cost per mille. Occasionally, when Amazon launches new, well, you know, advertising or or, you know, video in search or the new DSP platform, they were playing with cost per mil cost per exposures to 1000 people, but the main thing that we look at is just like, did they buy or did they not right? Did someone come and actually do it and we scrutinize that number and it’s anywhere from No 3% to 20% conversion rates. So yes, definitely,
Brigham Dallas 14:05
yeah, Amazon’s conversion rate is insanely high compared to other other markets. I’m going to share a link with you after this show. And if you could just share with your group, that’d be good as well. But what I do is I use this link, it’s basically a portal that shows an aggregate of every type of product, every type of industry and what the average conversion rates for those industries are. So for example, the beauty care industry is a 2% average conversion rate. And what that means for our listeners out there is that a 2% means two out of 100 people will buy the product if they get to the landing page. Okay. So here’s how we play this. Eric, if I had one to convert inside two clicks to the site, and a click was costing $2, so I had a 50% conversion rate. If a click is costing $2 apiece, what is my cost per acquisition because you do that math for you real quick and walk me through that.
Eric Stopper 15:00
Okay, so we’ve got we’ve got two clicks, right? And they’re, they’re $2. And they cost $2. Yep. And, and I made one sale off of that.
Brigham Dallas 15:09
I made one sale. Yep.
Eric Stopper 15:11
So $50 your your cost per acquisition is 50 divided by four, right, which is Hi, I’m Anna. I’m so I’m so. No, you’re not putting on
Brigham Dallas 15:22
the spot. No, no, I’m putting on the spot. So if it’s $2 a click. Uh huh. I have two clicks. I just spent $4. Sure. And it cost me four and it took two clicks to get a sale. So it cost me $4 to get a sale.
Eric Stopper 15:36
Right? Right. So $54 to make a $50 sale, right?
Brigham Dallas 15:42
No $4 to make 50% of the click, converted, so wanted to convert it.
Eric Stopper 15:48
And it’s a $50 value, right? Or it’s a that’s that was the
Brigham Dallas 15:53
click Okay, an average value didn’t get that. So just 50% for the click. So let’s let’s think this out, extrapolate this a little more. So that’s just basically On this. So the basics is if I have a 50% rate to two clicks get a sale, and $2 a click is the affordable cost per acquisition. Now, if I extrapolate this even farther, if I say have a 2% conversion rate, that means one in 50 buy, right, because 2% is 150. And if a click is costing me $2, and I have 50 clicks to get a sale, because 150 buy, and it cost me $100 in acquisition, if all that math, yep. Okay. So we look at this website and we say, hey, our conversion rate is 1.1% or 2%, I get an average conversion rate for the industry, then I get an average cost per click for the industry, right? So I know my cost per click, I know my conversion rate. And I can say, hey, if my conversion rate is this, it takes an average of this many clicks to get a sale, I take the clicks and I multiply by the cost per click. And I get an average cost per acquisition.
Eric Stopper 16:54
Sure. Yeah, that makes sense.
Brigham Dallas 16:56
Okay, so let’s talk about how we determine if something could be profitable On Facebook, okay, so I use this website, I’m going to share this website with you guys, Eric, it’s, it basically shows all the industry averages for all the industries of conversion rate and cost per click, okay. And again, Facebook, your cost per click is determined by how effective your ad is. So if your ad is super positive, super good, and offers a really amazing ad itself, your cost per click is gonna be lower than the average. And same thing with conversion rate. If your website is amazing, it’s better than the average, then your cost per acquisition, then your conversion rate is going to be higher if your cost per acquisition is lower. Sure. So let’s talk through this. Okay, so Eric, if I had a 1% conversion rate, how many clicks does it take to get a sale?
Eric Stopper 17:45
I mean, yeah, out of 100 people, one person is going to buy,
Brigham Dallas 17:49
right? So it took 100 clicks, and I got one sale, right, right. basic math. So if a click cost $1 Click what’s my cost per acquisition Yeah, hundred bucks. hundred bucks because you said $1 per click multiplied by the hundred clicks it took to get a sale because now hundred dollar cost per acquisition. Do you follow? Yep. Yeah. So basically, if I know my cost per click, I know my conversion rate from the conversion rate, I can find out what the total number of clicks are from the total number of clicks, I can multiply it by the cost per click to get a cost per acquisition. You follow that?
Eric Stopper 18:24
Absolutely. And and for those listening who might be on the road, and can’t like write any of this down, come and visit our website buyboxexperts.com and there’s a there’s a section where this will live with the math here so that you can use and we’ll put the link in there as well. But keep going.
Brigham Dallas 18:40
But yeah, so basically what we do for all the products is we say hey, what do we estimate our conversion rate to be if the industry average is 2%, but my products were way better and the product has a really killer offer. I might assume that my conversion rate is 2.5% because it’s better than the industry average. And if my ad is just killer, good. It’s just amazing. Ad has a cool video with it, it’s like really just showing an amazing product, I might assume my cost per click is a little lower than the average. And I tend to do better than the average for the stuff I put up just because of a new unit for a while. And so if that’s the case, right, then I can determine what the cost per acquisition is. And if my cost per acquisition is less than the amount of margin I have associated for marketing, so let’s say for a product, I have a 25% margin associate for marketing, and that’s $150 associated for that per product sold, and my cost per acquisition is $100. And that means I when I make money on that, right, so it’s a math game at this point. It’s a math game I make I make the basic assumptions about the cost per click the conversion rate, and the cost per acquisition and I can determine if a product has a viable chance of being profitable on Facebook to tell me tell me a little bit about this, this link that you’re sharing because there are so many in history’s right. And there’s so many variables that tie into those industries.
Eric Stopper 19:51
You mentioned a few just like if you have an amazing ad, right? If your copy works, if you have a story to tell, you know, you can assume that your conversion rate is a little bit higher than the industry average, which assumes that the industry average is, you know, at 2%. I wonder, I wonder where that comes from just so that we can validate it against our existing models?
Brigham Dallas 20:25
Oh, yeah, absolutely. So what I’m using right now, for this, it’s an article called WordStream. And it’s the Facebook industry benchmark. And they and they’re a huge industry. They’re a huge platform that does a lot of advertising for big businesses. So they’ve got a couple hundred businesses under their belt, and these are the averages for that company.
Eric Stopper 20:43
Okay. Yeah, that makes sense. So that’s what help that’s when Yeah, agency is assisting these brands with their Facebook ads. Yeah, you get it, you know, percent, okay.
Brigham Dallas 20:55
And I’m not scared of that because, you know, we’re a small company and we’re running a couple of clients, you know, we’re not, we’re not trying to be a big agency. And we’re very niche and hopefully, you know, without how boutique we are, we can do a lot better than what these industry averages are. We’ve all been doing it around a while, you know, we know what we’re doing on this, I think we get better. Most times we get better results than what these guys are getting.
Eric Stopper 21:16
I think that makes sense. So yeah, so everyone is going to sit down for Facebook. And if you already have a social team there is Can Can the VP of Marketing audit this pretty easily. You, they’ve already gathered some data. They’re able to just apply this model. Getting Started or two, right, like talking about both of those things.
Brigham Dallas 21:40
Yeah. Okay. So I’ll send you, I’ll send you this website and I’ll send you the formula, that basic formula that I shared with you, that’s a good place to start.
Eric Stopper 21:51
Go ahead. Let’s
Brigham Dallas 21:53
you know, you know, yes, about getting started and you’re talking about getting started doing this on your own.
Eric Stopper 21:57
I know I wonder for those who are not living bridging Facebook well and have never really spent on Facebook ads for their business, whether that be big companies or new little companies or people that are just trying to learn what is, and I’m sure you get asked this all the time, how much money should someone spend to gather the data necessary to apply this formula? What is the point of statistical significance?
Brigham Dallas 22:18
Yeah, everybody’s gonna tell you something different on this. So it really depends. Here’s how I evaluate this. Let’s say I have a product. And I have maybe a couple different guesses of markets that might be interested. So on Facebook, you target interest groups, so you can target people interested, like let’s say you have a golfing product, you have a brand new golf tee that you’re using. You’re gonna target people who are interested in golfing. You might target people who watch golf on TV, you might target famous celebrities that are golfers that people follow. You might target people that live in Hilton Head, the Gulf capital of the United States, you know, and so, there’s different ways to start targeting. So let’s say I have three or four different groups. I probably need to split Four to five times the guesstimated average cost per acquisition. And that’s a lot of big words in this. But basically, if my product cost $20, and my profit on that is $10, my margin I could use for marketing is $10. Does that make sense? Yep. So I probably want to spend 40 to $50 per ad set that I’m actually marketing with. So if I had four or five different interest groups, I probably want to spend 250 to $300. somewhere in that range. That’s not a lot to test something out. And a big agency is going to tell you, hey, we need to spend two to $5,000. Now this works, that’s just bull crap. They’re just wasting money on that.
Eric Stopper 23:43
It’s way more democratizing that.
Brigham Dallas 23:46
Yeah, like, you know, it’s these industry interest groups that they have on here are very good. And so you know, we pick a couple of interest groups, we test the product, we see how it does and if it does, well, we start scaling We start, you know, moving into similar interest groups within that area. If it doesn’t do well, we go back to the drawing board, you know, and try new things.
Eric Stopper 24:09
And so I imagine a scenario where somebody turns us on. And it looks okay. And maybe they get a few conversions, right? They start doing their Facebook ads, and then they just leave it on. And it just advertises the same thing over and over and over to the same demographic. How do you? How do you rein in the targeting and make it better as you go on?
Brigham Dallas 24:34
This is a great question. So Facebook has two different, let’s say levers that you want to play with, you have ad sets and you have ads, all ads, experience ad fatigue, in which over time, people see the same thing and they’re like, boring and they go on to the next thing. I don’t know if you ever scroll on TikTok. Have you ever used it? Oh,
Eric Stopper 24:55
Brigham Dallas 24:56
Yeah, me too. Way too much. But right now there’s this like, led light that people are just like a flashlight. Have you seen that ad?
Eric Stopper 25:03
Is it the one where they Oh, it’s an ad? Well, I’m thinking of the actual trend, right? Where they have that ring light and they, they put it over their head and it changes their look.
Brigham Dallas 25:11
Oh, that one’s nice. Yeah, this one’s like a little flashlight and they shine in a building. And it’s like, amazingly bright, you know. And the first time I saw it, I watched 45 seconds. And now when I see it, I literally see the first frame and I skip to the next you’re gone, right? Yeah, you gotta shake it up. You gotta shake it up.
Eric Stopper 25:28
And that’s storytelling, right? Like you’re talking about a customer’s journey. Is it just what if they just changed the order of the pixels in the ad, right? Like if they just take this shot and put it in the first shot? Is that easy?
Brigham Dallas 25:43
Enough. If you know, you got to test it. And so that’s the other thing about Facebook marketing and this is the hard thing is you are trying to determine what people’s interests are, what their likes are, what they enjoy. And that’s subjective, right? It totally differs depending on the person. What I can tell you is that Most ad agencies, this is where they make mistakes. Most ad agencies, like the model that they follow for testing, are not it’s a bunch skated by their procedure. And what I mean by that is they test too many variables at a time, they might change up the ad sets, that’s one lever. And then they might have a couple of ads, the second lover in the same scientific experience experiment, right. And so the way I do it is I run one ad per ad set. And if I have 10 ad sets, five of those might be testing different interests. That’s the level one, you know. And then five might be testing the same ad set that are no worries, I’ve already got sales on one ad set with five different ads, and then see what ad works best. And that way I can compare like for like, where there’s only one variable changing at a time, instead of having, you know, three different ads in the same ad set and not knowing what’s really working on what’s really not working. But once you find something that works in terms of an interest group, that’s when you scale it. Right? So what you know, we spend, let’s say, $60. And we get something that’s almost profitable. It’s like almost there. The other nice thing about Facebook is the algorithm improves over time. So as we increase the amount of money spent, Facebook starts to get a better understanding of what the customer is like and if they buy your product. And the cost per acquisition for that customer goes down. So if you’re almost profitable, and something keeps spending some money, because it’s only gonna get better over time.
Eric Stopper 27:34
Interesting, um, Brigham it sounds like there’s a lot of complexity to this. And some of these brands who are looking to dive into social are certainly going to need a little bit of help. How can people get a hold of you? Where do I send people?
Brigham Dallas 27:54
Yeah, probably the easiest just my, my email firstname.lastname@example.org.
Eric Stopper 27:59
Okay, yeah. Do me You guys got it, we’ll post it in the show notes go reach out to Brigham. If you’re going down this route, we will talk about this lots and lots as things unfold, and as these products that integrate the two platforms are starting to come out of the woodwork. But Dallas, thank you so much for coming on the show.
Brigham Dallas 28:17
Yeah, I just want to add one more note on this I’ve seen so if you’re killing it on Amazon, I’ve seen multiple businesses created out of people who find highly relevant, like, really just products are killing it on Amazon and they turn it into a Facebook business, it might be a competitor of theirs or whatever. But if it works on Amazon, and it’s a hot viral product, chances are very good you can make it a viral product on Facebook and scale that extremely high.
Eric Stopper 28:47
I’m gonna send them your way and I’m going to learn about this because that sounds like the next best sounds like the next big you know, wave to ride is tail. That you’ve experienced, it sounds like either or right? If you’re crushing it on Facebook launch on Amazon, if you’re crushing on launch on Facebook, because the two are at different, different parts of the funnel, you know, Facebook is very much at the very, very, very top of just exposing someone to a product and Amazon’s kind of on the, on the product search side of things. And so you would see those as just like totally cross pollinating. Like have both strategies baked out really well.
Brigham Dallas 29:25
Yeah, I mean, like if something’s working on Amazon is Pyro on there, meaning it’s like one of the top of the categories absolutely that product can do on Facebook. Absolutely. People are already really interested in sorry, a hot product right now. So yeah, you’re absolutely right. That’s that’s definitely where you want to play. Look for those kinds of products. I’ve, like I’ve said I’ve seen personally multiple businesses, six figure seven figure incomes built off of that off of people finding a product on Amazon and just running it on Facebook.
Eric Stopper 29:50
Perfect. Let’s chat up a shot. Brigham, thank you so much for coming on the show again.
Brigham Dallas 29:55
Thank you. My pleasure. Talk to you soon.
Eric Stopper 29:58
To finish today’s podcast. I want to share some final thoughts. For large brands who are seeking to wholesale product to a trusted Amazon reseller. We at Buy Box Experts are big fans of the team over at Pattern. They’ve helped hundreds of large brands to capitalize on the Amazon channel while also helping implement channel governance best practices that allow the brands to have consistency across all their sales channels. For more information, go to pattern.com and reach out to their team there and they’ll be able to help you. We hope to see you soon on the Buy Box Experts podcast.
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