Episode 028

John Parkes

VP of Web Traffic at ClickFunnels

ClickFunnels’ Specific Facebook and Google Ad Strategies

that Convert Audiences into Customers 


Enabling People To Grow Their Companies Through Sales Funnels.


About This Episode

In this episode of The Content Coalition, we interview John Parkes, VP of Web Traffic at ClickFunnelsan online sales funnel builder that helps businesses market, sell, and deliver their products online.

John has been a coach and stage presenter to thousands of marketers looking to up their Facebook ads game. He runs the entire organic and paid traffic teams at ClickFunnels as well as some other side projects and dominates the markets he jumps into.

Tune in as John dissects his strategies step by step for acquiring and retargeting prospects, and shared hacks and tools that you can use to amp up your game in advertising especially on Facebook.

What You’ll Learn

  • [01:41] John’s backstory before he started working at ClickFunnels and how he learned to run ads
  • [06:15] Learn John’s strategies that are currently working in advertising
  • [08:00] John’s “set it and forget it” formula for retargeting prospects
  • [12:08] What type of messaging should be placed in the ads
  • [13:08] How to evoke emotion for a free product on an ad
  • [14:50] Russell’s amazing concept that you can do to promote your product 
  • [17:15] The art of baking the content into the ad or in the sales page to shorten the sales journey
  • [20:03] John’s simple hack to know what you’ll say in an ad if you have blog posts
  • [20:33] What goes into John’s omni-channel marketing strategy
  • [22:10] A nifty tool to track revenue attribution
  • [24:15] The power of the “breakdown” tab on Facebook ads
  • [26:25]  1 thing to implement in the next 48 hours

About Shaina

Shaina Weisinger is the Founder and CEO of Repurpose House, which turns long-form content into optimized videos and images for high engagement social media strategies. Shaina has a background in video production for digital marketing and is on a mission to show content creators the untapped potential and repurposing power of the content that they already have. She has taught about content in many publications including DigitalMarketer, Inc., and Startup Nation, and continuously offers valuable takeaways by interviewing industry experts from world-recognized brands such as GoDaddy, HubSpot, MarketingProfs, and more through her video podcast, The Content Coalition. She loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius. Learn more about Shaina here: ShainaWeisinger.com

Read Episode 028 Transcriptions

Shaina: I’m Shaina. I love dogs. I trip a lot and I haven’t have a knack for making pretty sweet videos for businesses, but the more videos we made, the more questions I got about how video and other content can be leveraged to make a bigger impact in their marketing. I mean, 44% of marketers say that producing content is their biggest challenge, yet content marketing is 62% less expensive than outbound and produces three times more leads. Now I know a lot, but I certainly don’t know it all, so I made it my mission to talk with content, kings, Queens, and bosses to learn as much as I could about crushing content marketing and I’m taking you along with me. Welcome to the content coalition. Hello content coalition, family Shaina here with repurpose house. I have super awesome, awesome guest today. We’ve got John Parkes. He is the VP of web traffic at ClickFunnels. Say, Hey John,.

John: how are you?

Shaina: I’m awesome. How are you?

John: I’m just, I’m so happy to be here. I’m doing great.

Shaina: Super Cool. Awesome. What, just a little quick background on John. I’m going to let him kind of dive into that too. But he is a master at driving traffic. He is the brains behind all of ClickFunnels paid ads. He’s spent millions. He’s brought in tens of millions. He’s a speaker, a coach. He teaches people how to be more awesome in their Facebook ads game. Um, he has done all things ads that are pretty incredible and I’m super jacked to talk to him right now. I was just telling him that we are in the middle of launching our ad strategy to push to a webinar. And so I’m gonna just take this time and be selfish and ask all the questions that I have and hopefully they will be relevant to the stuff that you guys want to hear. So John, again, thank you for being here. Um, how, just a little backstory, how did you get into ad? How’d you land at ClickFunnels? Let’s hear that.

John: Yeah, it’s a pretty funny story. So, um, okay. So there I was going to college rye like a good boy. I always been entrepreneurial. Um, my brothers and I, while we were going to college, we were flipping real estate and stuff like that. Always. I always had something going right. Um, but then the big old market crashed and you know, the houses went to Peru in 2007, 2008 and there was like days away from graduating college. And now I’m like all backed up, you know, in arrears and real estate headaches and foreclosures in a mess, right. At that same time, um, my wife’s like, Hey, let’s just get away from it all. Let’s just go. And it, we’d been married for about a year, which got married in college and she goes, let’s just get away from it all and go, um, to a family reunion and up at the lake.

John: So I go to the family reunion up at the lake and she’s like, you know, I’ve got a cousin, he’s entrepreneurial, name’s Russell Brunson, you know, you should, you should go, just like chat with him. I’m like, okay, it sounds fun. Someone somewhere we can talk shop with, right? So we’re on a boat and we’re just talking and having a good time. And, um, he, he to this day still swears that I was pitching him on an MLM, but I have another story. But either way, either way, we got along and he’s like, he’s like, you’re super cool. Come and work with. So I was like, okay, let’s do this. So I finished up college and you know, last few weeks I had or whatever, and I moved up here to Boise, Idaho, where I’ve been for the last 11, 12 years, um, with, with Russell’s. So it’s been a blast.

Shaina: Holy Cow. That sounds, what was the MLM he thought your pitch and I look here that,.

John: Well I was just talking about it. I wanted to try to get him into it. Right. You know, around anymore. Um, it was about how to accelerate, pay off your mortgage. What was it even called? Um, I don’t even remember what it was called. Tell you the truth.

Shaina: Irrelevant now, but still really,.

John: you go through all kinds of MLMs. This is part of the game.

Shaina: Well. Right, cause you can sell anything as an entrepreneur. Right?

John: No. So then so then I started with him and I was a, you know, managing this project and that project and um, it was doing really well, you know, every, everything we were managing I was managing was doing well. And then one day, um, he was so funny, he needed this. He stood up from his desk cause he had these monitors that are blocking his view and he looked over at the desk and it was just Brent and me in the same room as him.

John: At the same time, he’s just like, you know what, we don’t do, we don’t run ads. And I was like, you’re right. We don’t, we only, we only did JV stuff, affiliate stuff, like we weren’t running advertising. He was like, who wants to learn it? And I’m like, I’ll learn it. And so just, yeah, as I was just like on the fly like six years ago or something, um, I just picked up the baton and started running ads. It was one of my mini things I was doing, but I, I fell in love with it and I dove all in, you know, headfirst and I just thought really, really good at it. And we started spending that was as intensive thousands and hundreds of thousands and millions of dollars in advertising, you know, and seeing every little intricate pattern and what it means and how to interpret it. And you know, what if we tweak this and what if we changed the copy over here and what if we changed the campaign structure?

John: So, um, I just became the traffic guy and that’s how it was, you know, I mean, everyone’s like, well, what was your formal schooling? I’m like, landscaping. Well, what’s so crazy is that like now you’re a resource for people to go to for educating themselves on how to do it. What were your resources that you were looking at then? There was a, I’ll give him a shout out. I don’t think even in the, in the traffic world anymore. His name was Don Wilson. He was the first course I went through. Let’s see. You took a course and you’re like, I just bought a course online and I know since then he’s gotten in trouble with Facebook. I don’t even know where he is. I haven’t seen him in like eight years. But I get some guy who was putting out a resource and I consumed it and I was like, okay, I get it.

John: And then I started running some ads that I learned from another guy, sort of run some ads learned from someone else, started, you know, they did their thing and did this thing and saw what worked. And um, I really enjoy like the experimentation of it. And so a lot of it is just the, the um, learn on the job kind of thing as well as the supplemental podcasts. I’m going, I love listening to podcasts. I love going through courses, seeing what’s, I mean cause even now have it, you know, I, I feel like I’m at the top of my game in the traffic world, but I still am interested in what you’re doing to run ads because you might’ve thought through it differently, you know?

Shaina: Totally, absolutely. Right on. Well, speaking of ads, let’s just dive right on in. So I know that one thing that a lot of people are investing as retargeting, but there’s just so many ways, like there’s so many platforms, so many like different ways to go about it, all types of content that you can utilize. Like what are some strategies you’ve probably been through, Molly, you like to test everything. So what are you seeing that’s working really well right now? And obviously every industry is different, every audience is different. But is there anything that you can kind of give across the board that’s doing really well for you guys?

John: Absolutely. Yeah, I think there’s a, I think there’s a standard formula that works for almost everyone. Okay. Um, if you don’t mind, I’ll kind of just like build out that. Okay, cool. Cool. So the first part of it is to split in your mind because people get overwhelmed when it comes to advertising. There’s, you know, they’ll run this ad and it gets burned out and they’ve got to replace it and then they don’t know. And all these metrics and other Dah, Dah, Dah. I think it becomes really simple if you can break it out in your mind that there’s only two kinds of at campaigns you could be running. There’s only prospecting or retargeting. That’s it. That’s the only two kinds of ads you can run. So prospecting is when you’re out there just trying to pull people in from cold audiences, interests people who are searching for it, you know, um, for you or, or on any kind of topic that would be relevant.

John: Um, you know, you’re interrupting whether they’re looking for you or you’re interrupting them either way, but you’re out. They’re just like fishing here. You’re just out there throwing every hook you can in the water and seeing what comes, right. Some of them will work, a lot of them won’t work and you just keep what works and throw what does it and keep trying to fish. That’s prospecting. There’s a lot of, um, there’s a lot of churn and burn happens. They’re retargeting the whole other half of your, of your advertising. You can actually get to a point using this formula where you set it up once and you never touch it again. I mean theoretically, never touch it again. It’s set it and forget it. You set it up and you just, it just works. Okay. Things don’t burn out. Things don’t, you don’t have the cycling thing, it just goes and it’s just this magic formula that sits on the back of your prospecting and just milks out more sales. So you’re curious about how to do that.

Shaina: Oh, you’re, you’re selling it. Let’s hear it. This is how you do it. You keep them on their toes and wanting more on.

John: the next episode. Um, so prospecting, that’s just, that’s just that, right? So let’s talk about retargeting. Retargeting. We, so almost every ad platform and the two big ones right now as I’m sure everyone’s aware, is the Google ads platform and the Facebook ads platform. And each one has lots of different pieces. Google, you can do display and you can do youtube and you can do search and Facebook. It can do Facebook and Instagram, you know, audience network, things like that. So, um, in these two platforms, which control the bulk of all of our ad spend, and we’re, we’re about 60, 40, favoring Facebook a little bit more, but we’re a lot into Google too. Um, you can build audiences in both of these platforms. Okay. And that’s what we’re targeting is all about finding people who are doing something and then saying, okay, they did something. So I’m going to put them in this audience and now I’m going to send a specific message to those that those people, right?

John: So I’ll give you a scenario so you can build out this formula in your head. So there’s the people who think, think of it like a continuum. There’s people who engage with your stuff. So they, um, they watched a video on Facebook, you know, they at least they watched a minute of it. Sure it’s a five minute long video, but they watched some of it. They didn’t just go faster, click away. So they engaged with your video or they, or they shared it or they commented on it or something like that. There’s those people. Then there’s people who actually clicked through and got to your page, your post, your sales funnel, whatever, whenever you are sending them to. So there’s the click through people. Then there’s the people who take some action on that page. So they opted in and then there’s the people who actually got all the way to the sale, right?

Shaina: Right.

John: So that’s the continuum of where people can be. So what you want to do is you want to set up a retargeting sequence that talks to each one of those people. Okay? So I have an ad out there that selling, you know, the expert secrets book, right? And there’s a post of v of Russell, you know, in a, in a video and he’s talking about how great the book is and why you should get it. So if you watch some of that video, then you’re now in an audience. I now told Facebook, okay, put that person in an audience, um, and run this specific ad to them for three to five days. You know, let’s say five days. I’ll run it for five days after, which if they actually haven’t taken the next step, if they haven’t clicked through, forget about it. No, no, they’re off the list. Okay.

Shaina: Right.

John: So if they’re engaging, if they’re interested enough to see a little bit than sit step in front of them for five days after which you’re like, nope. Kay, you weren’t interested enough, you’re gone. I’m not going to spend add 20 yeah.

Shaina: The ad that you’re retargeting them with on the length of view, is it the same thing? Are you pushing them a different piece of content?

John: You know, we’ll do both.

Shaina: Okay.

John: They both seem to perform about the same. So I remember this video, I’m going to finish it this time or I remember this guy, I knew message. Yeah. Either way. So yeah.

Shaina: Okay. Just wanted to get some clarity.

John: Great question. And once you get one that works, you could just set it and forget it because, cause there’s this problem of ad burnout. But this one never burns out because if somebody gets on that list, they’re only on that list for up to five days and then they’re off that list. So the Max they’ll ever see it is for five days.

Shaina: Awesome.

John: And so it’ll never burn out on other kinds of ads. Yeah, there’ll be senior for a month and then they’ll never click on it a lot.

Shaina: Right.

John: But that limited window on the retargeting that makes this all work. Okay. So let’s say that they don’t click the out there back in the great ocean over here, and you’ll prospect in again next month, whatever. Right. But they did move on. They clicked through, but maybe they didn’t do anything else. They clicked through. So now you have a better audience. People Click through. Now this audience, you let it last for a little bit longer, maybe five to seven days, and we’ll go with the seven mark. So if they did hit your page, they clicked through, but they just didn’t quite opt in yet. They got distracted. They weren’t quite sure they liked it. They needed a little more information, whatever it is, you run that for seven days. Um, and, and they’re on that list of, but afterwards they fall off. So the most I’ll ever see it as seven days. So you can put that ad up and test a couple of them and get one that you really like and then leave it there for in essence indefinitely because it’s not going to burn out.

Shaina: So with the content for that, because I’m a content for you, so like for the content for that, like they’ve hit the landing page, you know, they’ve been targeted for this specific ad and you’re going to run three of them maybe in test them. What is the message that you guys will put out in that ad?

John: Totally. The message that I love is, so we usually lead with emotion. If a motion didn’t work, then we’ll hit them with logic. And if logic doesn’t work, do we hit them with just social proof? Okay. Everyone else is doing it. Come on. Yeah, for sure. Cool. So usually we’ll hit it with emotion and Italy. So, depending on what it is, maybe it’s the expert secrets book. So it’s just like, Gosh, if you ever felt like you’ve got this message but you just don’t know how to get it out, you’ve got this amazing thing built up and pent up inside and you’re just dying to share it but you don’t know how to phrase it right. How to you, how to build that message properly. Experts secrets. I’ll give you the book for free. Just cover shipping from one over here. Right? So that kind of a message to just get them back to that page.

John: Um, cause again, you’re showing this ad on Facebook, let’s say, and you’ve got to get them to click through and go and go and gauge. Or if it’s a free download, talk about the emotion, the benefits behind why they want that free download and help them realize it’s free. Like call them out on it. Like we’re kind of blunt about it. We’re like guys, it’s, it’s like free. So like just get it right or there’s a great retargeting ad on the next phase, which is when they opt in but didn’t quite buy and you can run that one. So like every, every step that they go through here, they’re that much more committed to you. They’ve taken that much of deeper step with you and so there, so you can kind of be more real with them, more blunt with them and you can hang out with them longer.

Shaina: Yeah.

John: I mean if they’ve clicked through and opted in but didn’t quite buy, you’ll want to retarget them for at least 10 days.

Shaina: Yeah.

John: Right. And message is working awesome for us right now on this free plus shipping book offer is, it’s Russell with the book and he’s just hanging out with the book. Right. And he’s just like, Dah, Dah, Dah, Dah. This is, I mean, this is my book. And he’s like, guess what guys I’m giving to you for free. Just cover the shipping. What’s the shipping like $7 what else can you do with $7? And it goes on for three minutes. Talk to me about what $7 can buy. You could buy you like a slurpee or it could change your life. It could buy you like a do like lease for your dog or it could change like, you know what I mean?

John: It’s just like the contrast is so ridiculous. You have to buy the book.

Shaina: That’s awesome. I love that.

John: Yeah. Oh that’s good. It’s fun. It’s playful. You want to hear what he’s talking, what he’s going to say next. Cause it’s just funny things that he’s saying. You know, what else could you buy a big Mac? I don’t recommend it. You’ll Hartwell stop, but you or you know what I mean? Just like funny stuff like that. So, um, so yeah, so that’s a fun one there. Just, just to kind of like, yeah, they’re that deepen they haven’t bought yet. So just logically be like, contrast, compare, contrast. Like why won’t you do it? Right,

Shaina: Right. Yeah, absolutely. No, go ahead.

John: Oh yeah. So then another one that works really well, content wide on retargeting is to actually just, and this was extremely simple and it just blew my mind that it was effective, right? So instead of just like buy my book, buy my book, cause it’s good, which is what we usually say it was Russell. And he went like this kind of like let’s hang out, right? This is my book, this is what’s in my book. And he just explains one of the drawings or something. He’s just like, look, I’m going to teach you this and this and this. Oh and over here I’m going to teach you this and this and this. And all of a sudden it becomes a real book and it becomes real content. Cause think about it when you go on. I just listened to a podcast and I have to message the dude cause he slurred the name of the book and I can’t find it.

John: But luckily I know him. So I’m gonna send him a message and be like, I want that book. All he did was share one concept in the book. So all of a sudden I’m salivating. Right? So that’s the, that’s the whole concept with this. It’s like, Hey, here’s a cooling, I talk about my book, it’s called the attractive character. I mean, check this out. Did you know this, this and this and this, this and this. I’m talking about it for a whole three chapters and all of a sudden they’re like, Ooh, I want to know.

Shaina: Yeah. So, and that can translate really into anything that you’re trying to get people to buy into. Like for us, it will be a Webinar. Like here’s some of the stuff we’re going to talk about. And then for like product services, you can do that with anything, but at least there’s some kind of education out there. Am I wrong?

John: Totally. Yeah. And it’s, um, it’s an, and this was a mistake we didn’t make. It’s less about, um, educating them and it’s more about, um, showing them the possibilities.

Shaina: Yeah.

John: Then the curiosity, if what you do is you just teach them something, it’ll be, it’ll be effective, but it won’t be as effective as if you talked about the possibilities of it. And, um, and then they’re just so curious. Right?

Shaina: Yeah. It’s not giving it, and that’s funny because that’s what I’m reading and expert secrets. It’s like, yeah, tell them what the secret is or tell them that this is the secret, but not how that secret plays out quite yet.

John: Yeah, it’s interesting. And it, and it and it, and we made the bet. Yeah. So I’m trying to phrase this right. It’s less about withholding the information because you don’t want to do that, but it’s just the fact that if, if all you do is teach, then it doesn’t give them the sense of like, of like the barbecue sizzle. You know what I mean? It’s not, it’s not like all my heavens, what the heck is my neighbor cooking? I really want some, but I can’t have it. Right. Cause you can just smell it over the fence. Um, you don’t get as much of that and you just get like, that was a cool seminar. Thanks. And you walk away. Right,

Shaina: right, right. For sure. Awesome. Right on. Well. So let’s talk about then once you get them into a place like sales funnels for instance, I know that you guys are leaning way more towards sales funnels then traditional content marketing. So let’s talk a little bit about that because I have been sucked into your guys’ funnels multiple. So clearly it’s working for people like me, but how did that shift happen? Like where, where did that come from?

John: Fantastic question. I’m glad you asked it. I think there’s a little bit of misconception actually as to so, so like maybe a misunderstanding of thinking that we don’t lead with content, right? We do. We just don’t tradition, we don’t do it the way you think we’re doing it, which is what it’s interesting. So where is our content? If we’re not driving to a blog post, where’s our content? Which we do actually, we do run drive some to blog posts, but we often drive straight to a sales funnel. Well, the content is built, it’s baked into the ad or it’s baked into the sales page. So you’ll notice if you visit some of our sales pages, it’s actually really interesting read and educational and full of goodness. It’s not just like a pitch fest. Right? Right. I same with them. Same with the ads. Like you could watch, oh you know Russell Brunson ad and walk away. Like having been enriched from it. So it’s a, it’s a, it’s putting the content, um, what do we call it? We call it shortening and shortening the sales journey and putting the content farther forward.

Shaina: Right. Well cause what’s interesting is when you land on any of these pages, you’re scrolling for a while. Like it’s not like it’s just a really quick landing page with three blocks and that’s it. I mean I’ve gotten sucked in halfway through and my, you know, the little bar on the right side is itty-bitty because it’s a very, very long landing page and it’s like, it’s full of content that is relevant that I’m, I don’t feel like I’m being pitched because I’m halfway down the page at that point and I haven’t yet realized it, you know? So I think there’s an art to that for sure.

John: There is and so like you have to think about the difference. I’ll just like do a compare and contrasting. So if there’s an ad that says, Hey, you should come consume my content and then to click through and then you go to the content, you know, you’re reading the post or whatever, oh, it’s in it and you know you’re reading that blog posts, then you have to either manually take another step in to get to a sales page or you have to get retargeted, you know, and brought to the sales page eventually. So you’re getting a fraction of the people that’ll click on the ad, a fraction of those people consuming that content and getting to the sales funnel that you finally want them in and a fraction of those people actually buying. So you’re, you’re, you’re cutting every time. So if you can shorten that journey, you get to keep more. Right.

Shaina: Yeah. That makes, it’s so funny because in another guest a while back was like, it’s the most obvious things that are like the most incredible tips that you would like. I, how did I not think of that? Like, that makes perfect sense. You don’t want it to ask them to take action three times, you know, they should already be there. That’s genius. I love it.

John: Yeah. So still, and so a tip for the, for the listeners, uh, one of the watchers, if, if you don’t know what the heck to say in an ad, but you know how to write blog posts, what if you just read your blog posts in a less mechanical way, but like just redeliver the same content in a video ad and then all of a sudden your ad, the point of add contact and the point of content consumption are smashed together. And it’s not the same thing. It’s both an ad and content at the same time. And then you shorten their journey.

Shaina: That’s awesome. I love that. Um, so what is your strategy for marketing across like multiple ad platforms?

John: Yeah, so the, uh, the big thing is, um, is making sure that you’ve got your, your like your tracking pixels for every platform put where you want them, right? So we, so for example, if you go into visit expert secrets.com and you land there, you’re both Google’s recognizing you and Facebook’s recognize you because we have both of those pictures on there as well as some smaller platforms on there. And so you’re being pixeled in both places. So whether you go to youtube in the next five days or whether you go to Facebook in the next five days, we’re going to pop up and say, Hey, remember how you came to our site? Why didn’t you get the book? You know, here’s, here’s how else you could spend $7.

Shaina: Yeah, right, right. Sorry, I didn’t mean to interrupt. Go ahead. How do you, would you say your engagement on like Youtube Pre roll ads has been going for me? I feel like it’s mostly brand awareness or at least it was in the past. I haven’t been diving into it as heavily lately. But have you seen changes in that platform for engagement?

John: Yeah, in fact, we, um, we’re, we’re directly tracking revenue from it. Um, and we have a very, um, strict policy with our youtube advertisers and that they have to have, um, a certain positive return on ad spin to even continue the campaign. So we’re definitely not just doing brand, we’re getting direct sales off of the Youtube ads and we’re enjoying it.

Shaina: Well that’s amazing. Yeah, because that was not the case for it. Well, many people were like, oh, it’s just brand awareness. I’m like, well why? Okay. I mean, why is that? So that’s great to hear that you guys are actually generating revenue on that. That’s great.

John: Here’s a, here’s a fun little tip tool if you want, um, for your people. A really easy way, the easy, once it’s set up, it’s a little bit of a setup, but once it’s there, the best way that I’ve found a track revenue directly cause like return on ad spend is a huge metric for us in the advertising world, right? We really want to know, I’ve spent $100 and I earned 175 and I’m okay with that or I’m not, it’s too small or whatever. Right? Um, wicked reports is a tool you may have heard of that may have not. Um, I don’t even remember the cost of it, but at this point we can’t live without it because we don’t know of another tool that actually ties into our bank accounts. It ties into stripe, which is what we use and into our sales funnels with web books and into our ad platforms. And so it is so thorough and so accurate in tracking, um, revenue attribution back to the ad point. Wow. If we can say this ad generated this much revenue directly attributed. So that is super helpful in making sure that your youtube ads are profitable.

Shaina: We’re going to go ahead and put that link in the show notes here too because I, I’m excited to check into that for sure. Yeah. To be able to track from like absolute point a to money in the bank. Yeah.

John: Yeah. It’s cool cause sometimes, I mean you’ll on these ad platforms, you can track conversions, right? You can say, well it made some sales but you don’t know if it made just the $7 sale. Did they take the bump? Did they take the other bump? Right. Did they follow me on my email for a few days and also buy the big thing right back to all of that and attributed back to that.

Shaina: Wow. It takes all the guesswork out of like just how effective is the ad overall.

John: And I’ll give you a number. We are magic is um, 14 days. So we look at revenue attribution over a 14 day window and attribute it back to the ad and say, okay, so the ad drove this person into our sales funnel to some degree. How much revenue over 14 days did they generate? And we’ll give the ad credit for that.

Shaina: Wow. That’s amazing. Very cool. I love that. That’s a great tip to track everything. Right on. Um, so is there anything that we haven’t touched on ad PVC, any, anything you wanted to talk about that we haven’t gotten a chance to chat on yet?

John: So, yeah, so depending on how, how deep your people are into advertising, if you’re just getting started in Facebook advertising or even you’ve been doing it for a little bit, the magic tab that I don’t think is used enough when it comes to your metrics, if you’re looking at your, your all, your, all the numbers they give you and you’re kind of confused or whatever the one you want to click on them on the top right, it’s called breakdown. Click on a little thing called breakdown and it lets you separate out and filter your results based on a bunch of criteria. And what you’ll find there is phenomenal. Like you’re running these ads and you never would have thought, for example, I was running ads for rose club for men.com. Okay. And it’s a, it’s a fantastic product and fun company to run ads for.

John: Um, but there was this point where we just couldn’t find the profit. We were just right below the profit market and we just couldn’t, we just needed something just to squeeze an extra 20% out. Right. And I was just, it was driving me crazy. I was trying all these different ads and all this different audiences and couldn’t figure it out. And so I just fiddling around and I finally, it was like, oh, let’s go check the brake breakout tab, the breakdown tab. And it broke it down. And I looked at gender, male, female, no, that wasn’t it. There wasn’t a big split their age. Now that wasn’t it. Dah, Dah, Dah. And I just, I just like, I’ll just check region. We only, you know, rose called from and only sell to the United States, but I clicked on region so it broke it down by state. And Lo and behold, there’s only 10 states out there that buy roses. So I could ditch the 40

John: run with the 10 and I found a profit.

Shaina: Wow. Yeah. Yeah. And I’ve been through that tab. There’s so many different metrics you can look at. It’s incredible. But.

John: This simple, you just clicked on it. Just like gender, Male, female age. Oh look at that. I shouldn’t tell the people over 45 you know. Yeah.

Shaina: Right. Awesome. Right on. Well, thank you for that small, that tip. That’s great.

John: Yeah.

Shaina: So one thing that we ask everybody at the end of every episode is what is one thing that anybody who’s listening or watching can implement in the next 48 hours that doesn’t require a team or a massive budget?

John: Okay, fantastic question. I think the biggest thing that most people are missing on or are, you know, the too many people are missing out on is building those audience that, that I talked about on the retargeting. And it’s simple. It’s not scary. It’s not hard. You just need to go to a tab inside of Facebook or Google that says audiences and then your, and then it gives you these options on what audience do you want us to start building. And even if you’re not planning on building, sorry about that. Even if you’re not planning on building, oh, like running ads yet all, um, you could build your audiences starting today with $0 million and they can just be sitting there and building and building. And Facebook can be learning. And Google can be learning what your ideal customers look like and what they feel like and who’s coming and who’s not. And maybe you want to run out six months from now, put the thing pixel on your page today, let those audiences start building. Let us start learning. And your results will just be phenomenal.

Shaina: Amazing. And that’s a hugely like beneficial thing you can literally do at five minutes.

John: Oh yeah, totally. And it’s like I say Pixel on, you might be like, oh, what’s a pixel? I don’t know. Is that the little dot on my screen? You don’t even worry about what it is. It’s just this, it’s just these, this block of code. You just click copy and then you go over to your sales funnel and in the place where you can drop code, push, push, paste, and you’re done.

Shaina: Awesome. Right on. Great tip. Thank you for that. So if people want to learn more about you, about click funnels, about the books, where can we send everybody who wants more?

John: That was fantastic. So I would say follow us on Instagram or big over there at Russell Brunson is where most of our activity is. And you’re gonna see all of our, all of the things. We’re up to, all of our promotions and stuff like that. And then make sure you’re, uh, make sure you just go to clickfunnels.com we’ve got everything listed there. It’s fantastic place to go.

Shaina: Awesome. Right now. Well, thank you so much, John. This has been amazing. I’m super excited to implement some of this stuff and uh, it’s been awesome to have you on the show.

John: Oh, it’s been fun. Yeah. Thanks for having me.

Shaina: Yeah, no problem. All right, content coalition. Thanks for sticking around and we will talk to you next week. Thank you so much for checking out this episode of the content coalition. Now, whether you’re listening or watching, make sure that you subscribe to the Youtube Channel and to whatever platform you’re listening to it on because you’re not going to want to miss out on the incredible things that I’m learning with these amazing content marketing pros. So make sure you subscribe and we will talk to you next week.

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