What's up, guys? Hope you're all having a great day in this video. I'm gonna talk to you guys about analyzing the metrics of your campaign after you launch it with something. I like to call the statistical analysis hierarchy. Now. I know that terminology might come off as confusing but this video is gonna be super easy to follow and I'm gonna explain everything for you guys right now. So let's jump right into it. Let me switch over my screen. We'll go to view and we'll turn this bad boy on all right. So analyzing your campaign stats. Listen guys, the realities that most people do not know how to properly analyze the data inside of their campaigns. They launch something. They see sales they see no sales and they panic and they don't know how to look at the data and make a decision based off that and that's what's actually hurting a lot of you guys. You're not focused on the data you're spending money on these ads, but then you're not using the thing that you're spending money on which is data. So most people are Tunnel Vision on these two metrics of data sales. And roas, this is like the two things that all new beginning people mainly study and mainly focus on and realistically they are important stats. They are really like the Pinnacle like you need to have sales and you need to have realized but one analyzing your campaigns. You should follow this hierarchy instead because the reality is that for you to get to the point where you're doing daily profitable sales. You have to have the rest of the foundation on point two and that's what's important. So real quick. This is a long one. So I want to make sure we're recording properly. All right, cool. So this is my statistical analysis hierarchy. You can see at the top of the fold. We have the profitable sales. That's the ultimate goal. That's what we want to get a step below that is getting people to click through to our website a step below that is getting people to watch our video the step below that is getting people to click on our video when they're scrolling through the Facebook feed showing their intent and the last is gonna be content audience match, which is basically how relevant is your offer to the audience that you're promoting. This is not the whole video. Don't worry. We're gonna go through each of these things one by one and by the end of this video, we have a full understanding of this hierarchy and when you're looking at Facebook ads and when you're looking at your data, you'll have so much more clarity because you'll understand what you're looking at. Okay. So if the foundation is broken, the rest is gonna crumble with it. This is the foundation these four things are the foundation for you to be able to get profitable sales. Okay. So we need to go through the foundation and at the bottom of the foundation we have the content slash audience match. So like I said what that is is basically how well your audience reacts to the offer that you're presenting to them and you need to gauge how your audience response to your ad before anything else because if this is not in line, how are you possibly gonna get people to stop and click? How are you possibly gonna get people to click to your website and then how you're gonna get them to buy if what you're showing them isn't even in line with their interest and what they like the biggest indicators of the content audience being match being broken our high CPM low relev. Score and just overall bad stats. If you're seeing these three things, it's very likely that your content audience match is just off and I'm gonna give you guys some tips on what you can do. To fix this issue, but if you're launching a campaign and it just completely flops. This is probably the reason if if you're not getting a single sale, if you're not getting a single sale and your cpms are crazy. This is the reason okay, so let's talk about some exact numbers. So when you're looking at this you can analyze it for this one. It's pretty obvious guys. Here are some exact figures CPM if the CPM is over 50 dollars. Usually I'm gonna go ahead and kill the ad instantly. Sometimes you can scale stuff with cpms like that with the viral Vault ads. We sometimes get higher cpms because it's such a competitive place but over 50 is pretty damn high. You can work with $30 to $50 CPM, but it's not ideal under $30 CPM is what we're looking for. Okay, and when targeting more narrowed locations expect the higher CPM, so if you're launching your ads just to the US you can definitely expect higher CPM as a result of that because there's more competition And you can see the next slide four tips to improve on this thing also for Relevant score if it's less than seven that's typically a bad sign too because there's a lot in this video. So I don't want to go too much on this specific topic, but the way your ad gets delivered in Facebook is based off firstly your bid. So if you're spending $10 a day on your ads your bid is at the lowest of the low, okay second, it's competition inside that that audience and that Niche that you're going for. So if there's a bunch of other people running ads in that space and your bet is super low you're already at a disadvantage. So then if you're relevant score and your ad is not even relevant to who you're promoting it to you have become the bottom of the barrel, you can't go much lower than that. So that's why you're not getting any sales. You have to optimize these things. Okay. So how can you improve the content audience match improving the cpms? You should study what has worked for other people for your product or Niche that to me is one of the most effective ways because if it's working for them. You can take what they're doing put your own creative Twist on it and go from there. You should also be sure to test multiple creatives. Now, if you're strictly using viral vault as at the moment, it's the end of July right now. We're only providing one video per product. But soon very soon. Maybe even by the time you're watching this video, we will be providing multiple creatives for each product and also tell your content specifically to the angle that you're targeting if you're making your own custom videos, this is important and it's something that you could really stand out by doing basically what I mean is that if you're selling a water bottle, okay, you could Target the water bottle to a bunch of different people. But let's say you were selling it in the fitness Niche you would want your content to be showing people in the Fitness World using this bottle people that are working out Etc. Next thing you can do is you can run PPE alongside your conversion campaigns, especially if you're targeting Tier 1 countries, I would only do this if the ad is already getting some traction. So if you're getting a couple sales, but you're seeing really kind of crappy results on everything else like high CPM High link clicks. Try to run the PPE alongside to just build up a little bit of social proof. And on the same note. You can Target a little broader if you want if you're just targeting US Canada, Australia United Kingdom, you can get good results that's totally fine and it works but if you're seeing high cpms and you're targeting that over and over and over again just broaden out a little bit. And the same principles apply for the relevancy score. So this one this content audience match is very important. This is the bottom of the funnel. This is the this is the foundation. Okay, but this one honestly, I don't think most of you guys are struggling with this one especially because you're inside a viral Vault and we're literally giving you the content in the audience of these products. So I don't think this will be a major issue now in these next three you will see some issues that perhaps you are running into so the next is the front and video metrics. Basically. This is what your customers are doing when they see your video. It's how they're interacting with it. So we've identified a semi decent content audience match and now we need to optimize the small things to get more people to stop on our ad and click to our website. So that's what we're gonna talk about. Now, we're gonna talk about the metrics. I'm real quick. I'm gonna turn on this fan because it's super hot and so CTR and CPC explained now if you guys watch the Facebook ads terminology video, you know what these terms are but both of these metrics are specifically what am I looking for here correlated, they go together. Okay, and in response to how many people are stopping scrolling to seeing what your ad has so the Ctrl on the CPC all is talking about how people interact with the video. Not the Ctrl link click. That's a separate metric. Okay, and the biggest factor that affects this is a thumbnail. I put a star next to that because when you're talking about getting people to stop scrolling and click on the video, the thumbnail is very important second is the ad copy specifically the headline of the ad copy because that's the first thing they see the headline of the ad copy and the thumbnail are the thing that draws the person in to stop and click on your video nine times out of 10 and most people don't even pay attention to this metric and it's so important because if you're not getting people to stop and click on your video How are you gonna get them to watch the video and then ultimately show intent of being interested in the product and then going through upset and purchasing you need them to click on your video and watch it before any of these things happen Okay, so let's talk about some exact numbers. These numbers can easily be skewed when targeting broad like if you're targeting worldwide or even ePacket ePacket less ePacket is not so much an issue. But if you're targeting worldwide, these numbers are gonna be destroyed like you're gonna be getting cpcs that are like five cents or like one cent because you're targeting this low low low quality audience where Facebook and just find anybody and everybody to watch your video. So CTR all an amazing number would be over five percent. Not much needed to improve really if you're seeing over 5% CTR all decent would be one to five percent and you can always split test your thumbnail and your ad copy to improve but you can see great results with this one to five range. That's the average range. You're gonna see and if it's under one. and on your Ctrl you need to work on some stuff if you're getting under 1% on the CTR all and you're still getting great sales. That's a good sign. What I would do in that scenario is I would just take my product and my audience is that are working and just start split testing a bunch of different creatives and thumbnails and you will find a crazy winning combination. I can guarantee it. For the CPC all this metric is important. But like I said, it can easily be skewed so don't take this one to heart. But if it's 10 cents or lower, it's pretty solid if it's 10 to 25 cents or lower. It's a little less solid and then anything over 25 cents is not ideal because you have to think about that. That means that you're paying 25 cents for somebody to stop and click on your ad now if you're selling like a $500 product or even like a $200 product, maybe those numbers add up but guys if you're selling a 20 dollar product doesn't make any sense because let's think about it. Right? Well, I'm terrible at math but $20 20 divided by twenty five four times. So you get 80 clicks for $20. It's not gonna work out. I'm not getting mad. I'm not gonna sit here and try to be good at bad. But these are the metrics that I look at for this stuff. Okay, let's move past that next thing we're gonna talk about is how to improve and I put content audience match here disregard that what I meant to put was these so this is how to improve these metrics. Like I said before they're correlated. So if you can fix one, you're gonna fix the other one and there's really only one way to improve this split test. Like I said, that is the best way to improve your CTR and CPC all and the things to split test are the creatives but specifically The the ad copy the top of the line of the ad copy and the thumbnails are definitely worth testing and there's no shortcut to this one really guys. There's no shortcut to optimizing your CPR or your CT CPC. You have to spend money and get your data. You have to read your data and you have to take action and this is what I was talking about the start of this video guys when I said people aren't doing this, they aren't following their data. They're just shooting blind there. They're spending money. They're helping it works. It doesn't work and then they go and just do the same thing again without analyzing what they're doing. You have to analyze what you're doing or it's a waste of money. All right. So that's number two the CTR on the CPC. All the next one is the video average watch metrics. Now. These aren't insanely important. This is not a metric that I I lose sleep about at night. But when you're analyzing your campaign to see how the results were and how it failed this or succeeded. This is an important thing to note. So let's talk about it. So basically the most important part of your video is the first two to three seconds because that first two to three seconds is what Hooks the person in to want to watch the rest 30 45 seconds of your video. And if you're seeing low average watch time, it's due to these things firstly, you're not hooking them in the start of the video. This is mostly what what it is. I'll be honest with you. This is mostly what it is you if you're not seeing good watch metric. It's because people click your video they lose interest right away and keep scrolling for more memes. If you're hooking them in effectively, it won't be a major issue. Also, maybe you are hooking them but you're not necessarily keeping them engaged after the hook. One thing. I'll say real quick the videos in viral Vault are optimized for this like to a T So, if you're testing with our videos don't stress too much about this, but here's the thing to be successful with this stuff. You don't need to have a crazy average watch time and it's pretty hard to get even over 10 seconds because there is a massive amount of people that click the video and then bounce right away. So think about how that would look in a set of data, right? There's like hundreds of people that just click the video and just start scrolling after but then there's a few people that excuse me thousands of people that do that and then there's a few people that sit and watch the video all the way through so this metric like I said, don't don't let it hurt you or mess you up, but just, you know consider it. Yeah a good kpi a key performance indicator a number to strive for is around 10 seconds average watch time. So that's all for the watch metrics that you don't need to go too much in depth with that one. Here's the whole slide don't stress too much about this metric. Let's talk about this one which to me is one of the most important especially with this Drop Shipping stuff because you need to optimize the front end side of it. You need people consistently clicking to your website. So let's talk about the link click metrics, so How many people are watching your content and deciding that it's interesting to them? That's the question. That's what drives people from prospective Watchers of your video to long term customers of your business that first time that they watch your content and decide that it's interesting to them now. They might not even buy the first time and that's okay. Our goal is just to get them somewhat interested in our product and get them to our website because we're gonna retarget them. We're gonna hit them more ads. It's not gonna be like, they see us once and never see us again, but we need to get them interest and we need to get into the website and their interest is based on the quality of your content how engaging your video is and your offer specifically it's more so around your product in this case your offer. That's what I mean. I mean your product I mean the thing that you're showing to them and the offer that you're providing for it now this little blurb right here. I don't have a detailed content creation guide inside of this course. I took some of these slides from my zero to 100 program. So there is no detailed content creation guide in the advanced training course that I will put out in the next month. There will be a Content creation guide so you guys can make your own videos. But yeah, we'll skip past that for now. So the exact numbers to look for. These are the numbers. I'm mainly talking about with cold traffic with higher CTR and lower. I mean, excuse me with warm traffic you'll see like higher CTR mode very very consistently because those people the second time around they see your ad they're familiar with it and they're more comfortable with your company. So they're gonna show intent because it stands out to them that I put in theory because that's just how work. It does work that way so for Ctrl link, An amazing metric to strive for is above three to five percent if you're seeing stuff like that on your CTR link click. You're looking good. That's all I can say. I'm decent would be one to three percent you can scale with this. These are not bad numbers by any means necessary. So yeah, and then bad would be under 1% You really don't want to have that you don't have under 1% Ctrl link click. That's pretty damn low and you can improve that. So yeah, and then the CPC link You want to have under 50 cents, that would be amazing. Absolutely amazing. If you had that decent would be 50 cents to a dollar and then anything over a dollar on the CPC link isn't I don't even want to put it as bad. But that's just the terms. I was using to rank these things from top to bottom you can easily scale with above a one dollar CPC, but we want it lower ideally, you know in a perfect world, but I've skilled stuff with a dollar fifty two dollar even three dollar CPC. So don't stress too too much if the CPC is insanely high but these are sort of how I look at them. Alright, so how can you improve these things? Once again, these things are a hundred percent correlated just like the other ones. These are the two things that you need to split test. You want to get this up. You need to test a new video creative. If for whatever reason you're you're getting somewhat decent results, but like you're getting good sales, but your CTR and your CBC link is just a little off test a new video creative and the biggest thing that you could split test is the first three seconds of the video. And also Test new copy, maybe try to highlight the offer better. Maybe try to tweak your your offer overall. Maybe try to change your pitch in the headline. There's a lot of different things you can do with ad copy. So really think about what goes through their mind when viewing the item on their feet think about what your customer is going through as they see this entire funnel think about as they're scrolling is this gonna pull them away is this gonna interest them as they click play on the video is this gonna hook them into watch more of my video and by the time they reach the end or halfway through the video are they gonna be interested enough to click to my website and see what I have to offer you have to think about how your customer thinks because if not, You're not gonna make this work. It's not gonna happen. You have to really understand at a deep level. What causes these customers to buy and if you can do that, you're in a great position. Okay, that's what marketing is marketing is understanding human psychology and Catering to those needs. So here's an example people are watching your video mainly to see what's in it for them. And if the first clip of your video is just showing off the product. It doesn't do too much start off with the benefit of the item and then sell them on the product. And if you watch the viral Vault video ads we do this on every single ad so you can even study the way that we create our ads and you can build up your own skill set of making content based off that so that's everything for the CPR and CPC link and guys most people are skipping right past this they're not even considering it and they're only focused on the top of the ladder which is those profitable sales and hopefully now you guys understand the importance of these matches you understand the importance of your data because without the To the Facebook ads are really like a waste of money. Like it would be like imagine if Facebook was like this. Imagine if you said Okay Facebook. I want to test this ad and I'm gonna give you a hundred dollars and Facebook is like, okay fine. And after you get a hundred dollars worth of spend Facebook just goes okay, here's your receipt for a hundred dollars. Oh, but how did my ad do what happened? What what did you do? How do people click on it? Did anybody buy? Oh, sorry. We can't tell you that. That would be crazy. Nobody would use Facebook ads the main benefit of it is the amount of data that you get so use the data use the data use the data as all I can say. All right so next. This is this is it man, these four we talked about them. If you're optimizing these things you're gonna be getting this thing. And and now let's talk about the money because this is in a way in a way our ultimate goal, but everything else is the foundation. So let's explain the sales. The key metrics to study in terms of sales is the cost per purchase the row as and the purchase conversion value. You need to know your numbers. Okay. So make sure that for every product you add up your cost of goods sold plus shipping plus fees the real raw cost to fulfill the product. Okay, and then take the product cost on your store and take your profit. Margin your break even point. You have to know your Breakeven point if you're testing a product and you don't know your break even Point you're screwed because you're gonna be spending so much money and you're not gonna know when it's the right time to kill these ads. Make sure you figure out your break even point for everybody you test and inside of the new software of viral Vault. We show you guys the break even point every product. All right. So the exact numbers to look at it really varies guys, it varies based on your Mac cost per purchase if I'm selling a product. So let's take viral Vault. For example, if I got if I can spend $200 to acquire a customer. I can I can have an ad that has $100 cost per purchase and I can say oh, this is good. But for you if you can only make $30 profit off your product and you're seeing a hundred dollars cost per purchase Oh my God shut off that campaign immediately. Okay, so that's what I mean when I say it varies. But typically overall what we're striving for is roas. Amazing would be anything like 5x plus that is good good role as and very scalable decent will be three to five x which is also scalable but a little less scalable because as you scale, it goes down not not every time does it like drastically fall off a cliff but very consistently as you scale your ads your row as dips a little bit, but you're doing more volume so it balances out. And then bad would be unprofitable bad would be no profit whatsoever. And also when it comes to realize guys like that is also relative like a 3X row as might be insanely profitable for me with my product. But for you it might not be so you have to know your numbers and the second thing is profitable cost per purchase. That's that's just that's a given. Okay, if you're not profitable, what's the point of running the ads unless you have some back-end system and we're not gonna go into that right now and then the next thing is multiple sales with consistency. So that is the real key right getting that first sale. Not that hard getting multiple sales consistently. That's a little bit of a challenge and that's where you know, you really have to see the foundation build up. If you build up the foundation then getting to the point where you're getting consistent sales getting people to come your website getting people to buy is not out of the picture. So listen how to improve getting more sales and getting other things if all other stats are optimized, I wish I highlighted that if all other stats are optimized make sure everything else is optimized and you're still not In sales, it's an issue with their offer or overall landing page. It's it's it's likely that man if you've optimized everything if you're seeing great metrics, you're seeing super cheap link clicks decent CPM people are loving your video ad but they're not buying it's an issue with your product or your website. You can also study other people that are selling the same product at scale and study what's working with their funnel landing page? This is a given this one is so important and if you're not doing this you need to be doing this even if you're crushing it study your competitors just see what they're doing. You don't have to copy them. You don't have to clone them just see what they're doing and see what's working for them and some good things to split test is a new price point or shipping price. If you're running shipping Test free shipping different product images. You can spice them up a little bit. You can also improve your product description like by adding a gif or tightening up to copy a little bit and you should also double check your page load speed and make sure that you also have proper currency conversion on your website because that will kill your conversion rate. So this is everything to improve if you want to get your sales up and yeah out of all the stats this will experience the most fluctuation just just accept that just face that as reality if you're running Facebook ads, Facebook ads don't do this. They don't run like every day super balanced. They go up and down and up and down and up and down and that's why it's important diversify and and build out of backend system and test different platforms and I'm gonna be adding this content inside of this training program, too. I'm gonna have you guys running your ads on multiple platforms. And then have you guys doing email marketing all these things. But except that Facebook ads while it is one of the best platforms for launching ads. It's a little inconsistent. So when you're viewing your stats for purchase and roas look at it over an average time period like three day time period or seven day time period it's way more accurate this way way more accurate this way. All right. So a couple more notes on this you can use Google analytics if you want to to really see what's going on with your website. Also, make sure that you're using retargeting and other ways of leveraging your warm traffic. I'm gonna make a video on retargeting for you guys. So don't worry about that and also upsells help drastically with profit drastically help with profit. So if you don't have upsells properly configured do that. All right. So once again, this is the hierarchy we've gone through it all now you guys understand each point of this and I really really hope you guys gained some insight from this video. So the key takeaway is that you have to realize the importance of your data. You must use your data if I said data and then I said data you got to pick one but don't Focus strictly on your roas. Don't Focus just on your sales most of the time you're needing to optimize other things and you're not trying to optimize those. You're just trying to knock away at the sales ladder when you're not touching what needs to be touched and if the foundation is broken, the rest is gonna crumble along with it. So guys, that's everything for this video. This is cool analysis hierarchy. I know it's a mouthful you don't have to call it that call whatever the hell you want. But that's that make sure you guys studying this make sure you guys take notes on this video and make sure you use your data and you will be in a good position. So next up. I'm gonna include a video about scaling strategy. So you guys know what to do. When it comes time to scale something and yeah, I think that would be valuable because we've been getting a lot of testimonials inside of the private group and that's awesome to me. I want to see you guys scale. I want to see you guys go up. So that's what this next video is about. I'll see you guys there. Peace.
