1 00:00:00,000 --> 00:00:20,000 Hey everyone, Ashley here with RSS.com. In this episode, we're chatting with Monica 2 00:00:20,000 --> 00:00:24,920 Louie all about leveraging Facebook ads to increase your podcast downloads. Enjoy the 3 00:00:24,920 --> 00:00:25,920 show. 4 00:00:25,920 --> 00:00:33,160 Hey everyone, I'm so excited to have, is it Monica Louie or Louie? 5 00:00:33,160 --> 00:00:34,160 Louie. 6 00:00:34,160 --> 00:00:39,720 Louie, okay. I'm so excited to have Monica Louie here to talk about Facebook ads for 7 00:00:39,720 --> 00:00:43,800 podcasting. So let's just jump right in. Can you tell us a little bit about what it is 8 00:00:43,800 --> 00:00:44,800 you do? 9 00:00:44,800 --> 00:00:48,720 Absolutely. So thank you so much for having me. I'm really excited to be here and nice 10 00:00:48,720 --> 00:00:49,720 to see you again. 11 00:00:49,720 --> 00:00:55,600 So my name is Monica Louie. I'm a Facebook and Instagram ads strategist. And so I'm 12 00:00:55,600 --> 00:01:00,960 not my own agency where we manage ads for six, seven, eight figure online businesses. 13 00:01:00,960 --> 00:01:05,680 And I also teach. So I say I have an agency and education company around Facebook ads. 14 00:01:05,680 --> 00:01:10,640 So I teach and speak about Facebook ads. I love interacting with people and helping people 15 00:01:10,640 --> 00:01:14,440 get over that help hurdle of getting started with Facebook ads and having great success 16 00:01:14,440 --> 00:01:16,480 with Facebook Instagram ads. 17 00:01:16,480 --> 00:01:19,880 Now how did you get into the world of Facebook ads? 18 00:01:19,880 --> 00:01:27,960 Yes. Okay. So, well, geez. So I started off with a blog. Although I left my corporate 19 00:01:27,960 --> 00:01:33,280 job, I was looking for a way to make money from home on my own time, on my own schedule. 20 00:01:33,280 --> 00:01:38,360 I had two little bitty kids when I started my blog. And so I started my blog. It turns 21 00:01:38,360 --> 00:01:46,800 out after I left my corporate job, my husband and I found ourselves in a precarious financial 22 00:01:46,800 --> 00:01:51,240 situation that we just did not feel comfortable with. Going from two incomes down to one, 23 00:01:51,240 --> 00:01:54,320 we thought we were being smart. Well, we tried to be smart. We built up savings, we paid 24 00:01:54,320 --> 00:01:58,600 up our car, tried to put ourselves in a good position going from two incomes down to one. 25 00:01:58,600 --> 00:02:02,360 Well, we saw our savings start to dip and that just made us really nervous. So I was 26 00:02:02,360 --> 00:02:05,880 like, okay, I don't want to have to go back to work right now. I know I could if I wanted 27 00:02:05,880 --> 00:02:09,880 to, but I really don't want to. I want to spend this time with my little... And so I'm 28 00:02:09,880 --> 00:02:13,720 honestly, I'm going to figure this out. So it turns out we ended up kind of following 29 00:02:13,720 --> 00:02:19,680 the Dave Ramsey plan of paying off debt really fast. And so we ended up paying $120,000 of 30 00:02:19,680 --> 00:02:25,760 debt in two years, all on a single mental plus income. And I like to share that my husband 31 00:02:25,760 --> 00:02:29,320 is in law enforcement. So he's not an engineer or a doctor or a lawyer. It wasn't like we 32 00:02:29,320 --> 00:02:33,040 had all this extra disposable income. It really came from hustling and being committed to 33 00:02:33,040 --> 00:02:38,400 our goal. So with that, I learned about blogging along the way. That was a good way to build 34 00:02:38,400 --> 00:02:43,440 an income from following your own schedule and your own terms. And so once we... People 35 00:02:43,440 --> 00:02:48,320 started asking how we had paid off the debt. I was like, that is what I can blog about. 36 00:02:48,320 --> 00:02:53,200 I can help others do the same thing. So I started off with the blog and with the blog, 37 00:02:53,200 --> 00:02:59,240 I just thought traffic would come to me and turns out that's not the case. So I started 38 00:02:59,240 --> 00:03:04,640 following people like Pat Flynn and Amy Porterfield and Amy Porterfield shared the wonders of 39 00:03:04,640 --> 00:03:09,560 Facebook ads. And with just a little bit of investment, you can drive targeted traffic 40 00:03:09,560 --> 00:03:15,840 to your offerings. And so I ran my own campaigns to grow my blog and had really great success 41 00:03:15,840 --> 00:03:21,240 with them. And as I was building my community or my network online in the commercial finance 42 00:03:21,240 --> 00:03:26,680 space, people started to reach out for my help with Facebook and Instagram ads. So that 43 00:03:26,680 --> 00:03:32,960 was way back in 2016. I ended up selling the blog and transitioning to go headfirst into 44 00:03:32,960 --> 00:03:37,040 the world of Facebook and Instagram ads. And it's been a wonderful ride ever since. 45 00:03:37,040 --> 00:03:41,160 Wow. So basically you did all the trial and error, you learned all the things and now 46 00:03:41,160 --> 00:03:42,560 you teach all the things. 47 00:03:42,560 --> 00:03:48,280 Yes, I teach all the things and we love it. I have a great team and we manage ads for 48 00:03:48,280 --> 00:03:53,080 our clients. We have such fun doing it. There have definitely been challenges along the 49 00:03:53,080 --> 00:03:57,160 way, but it's been a lot of fun and we're still getting great success. And so I love 50 00:03:57,160 --> 00:04:01,280 to teach and help others achieve that success as well. 51 00:04:01,280 --> 00:04:06,600 Wow. So I can't even imagine like you have a blog and you just decide, hey, I'm going 52 00:04:06,600 --> 00:04:10,000 to start spending money on Facebook ads. What was that like for you? What did that feel 53 00:04:10,000 --> 00:04:16,280 like going from the, I'm just trying to get traffic to I'm actually putting my money into 54 00:04:16,280 --> 00:04:17,280 this. 55 00:04:17,280 --> 00:04:21,640 Yes. So I was very, very nervous. My husband and I were still paying off debt. So we were 56 00:04:21,640 --> 00:04:27,000 really watching every penny and my blog was not yet making very much money. But I knew 57 00:04:27,000 --> 00:04:30,960 that I had an important message to share. I knew that there were people out there that 58 00:04:30,960 --> 00:04:36,360 wanted to hear success stories like ours and to hear the steps that we took. And you know, 59 00:04:36,360 --> 00:04:40,000 I started looking for that information, but I just had to get my offerings in front of 60 00:04:40,000 --> 00:04:45,960 them. So I was very nervous. I was very scared. I just was like holding my, you know, hitting 61 00:04:45,960 --> 00:04:50,800 publish, but I followed, I'm a very good student. So I followed what Amy said to do, step by 62 00:04:50,800 --> 00:04:56,280 step and I turned on my campaign and I had really great success. My first campaign, it 63 00:04:56,280 --> 00:05:00,800 was to promote my webinar, my deaf freedom training. And that was at the end of fall 64 00:05:00,800 --> 00:05:06,280 of 2015. And then I did it again in January of 2016. I had a really good success. I tweaked 65 00:05:06,280 --> 00:05:11,200 my app and my husband was my graphic designer at the time, not professional by any means, 66 00:05:11,200 --> 00:05:15,440 but he was way better than what I could do. And so I just laugh at that graphic that I 67 00:05:15,440 --> 00:05:20,600 use in the end. It caught attention. It worked. I got better results the second time around 68 00:05:20,600 --> 00:05:24,760 and not some people started to hear that I didn't know a thing or a few about basic ads. 69 00:05:24,760 --> 00:05:29,120 Well, it's like, it's like Shane Sam's always says, done is better than perfect. So I definitely 70 00:05:29,120 --> 00:05:33,240 understand the cringe mode of looking back at, because I mean, I look back at some of 71 00:05:33,240 --> 00:05:37,640 the graphics that I've even used to use and nowadays, like they're much better because 72 00:05:37,640 --> 00:05:41,440 you're using Canva and things like that. But so it sounds like whenever you were doing 73 00:05:41,440 --> 00:05:46,440 those Facebook ads, you were driving traffic to a paid offer. Is that right? 74 00:05:46,440 --> 00:05:51,200 It was to my free webinar. And then I had a coaching program helping people create their 75 00:05:51,200 --> 00:05:55,960 deaf freedom plan at the time. And so that's what I would offer on the back end. 76 00:05:55,960 --> 00:06:00,960 That's awesome. I absolutely love that. So okay, transitioning from going from blogging 77 00:06:00,960 --> 00:06:06,240 to now you're doing Facebook ads for more than just trying to drive traffic to a blog. 78 00:06:06,240 --> 00:06:11,040 How in the world did podcasting come into what you started doing? Because I know you 79 00:06:11,040 --> 00:06:14,000 had a podcast for a while. How did all that come about? 80 00:06:14,000 --> 00:06:21,120 Yeah, so I was always love as soon as I discovered podcasting 2012. I mean, that was really what 81 00:06:21,120 --> 00:06:26,680 inspired me to even take the leap and my job and figure out a way to make money from home 82 00:06:26,680 --> 00:06:34,480 on my own. And so I started back then. One of my first podcasts was Michael Hyatt's first 83 00:06:34,480 --> 00:06:39,560 podcast. I know he's had a few now, but his very first podcast. And so he was talking 84 00:06:39,560 --> 00:06:45,040 about blogging. So there he got me interested in blogging. And then I heard I was listening 85 00:06:45,040 --> 00:06:49,960 to other blogging podcasts and they mentioned plan and passive income. So okay, fine. I'll 86 00:06:49,960 --> 00:06:55,120 check this out. So I started listening to Pat and then that really sealed the deal that 87 00:06:55,120 --> 00:06:59,760 I see with sharing success stories of people who are just normal people who would figure 88 00:06:59,760 --> 00:07:03,640 out a way to help people online and make money with it. So that really inspired me to take 89 00:07:03,640 --> 00:07:08,760 the leap as well. And then through Pat and I don't know, maybe Michael Hyatt, I heard 90 00:07:08,760 --> 00:07:13,160 Amy Porterfield name coming around and she had a podcast. I was starting listening to 91 00:07:13,160 --> 00:07:17,280 her podcast. And so I just looked back at it. Just all these people, these mentors along 92 00:07:17,280 --> 00:07:22,120 the way, so helped me achieve my goals in building my business online. 93 00:07:22,120 --> 00:07:28,160 I developed a relationship using them as my virtual mentor through their podcast. And 94 00:07:28,160 --> 00:07:33,200 that's how it all started. And so that was really the desire for me to have my own podcast 95 00:07:33,200 --> 00:07:38,320 to build a relationship with my potential clients, potential customers, and really just 96 00:07:38,320 --> 00:07:42,400 share what I was learning, whether it's about Facebook ads or other things in my business, 97 00:07:42,400 --> 00:07:47,680 building a team, scaling, all the challenges that we face. And then I just love the part 98 00:07:47,680 --> 00:07:53,120 of bringing on other experts to have conversations like this and to share your expertise. So 99 00:07:53,120 --> 00:07:59,120 I love hanging out with other entrepreneurs, people building things online. And so by casting 100 00:07:59,120 --> 00:08:01,440 in fun, a great way to do that. 101 00:08:01,440 --> 00:08:05,720 Well you had already been on my radar because you and I had met at Podcast Movement in 2019. 102 00:08:05,720 --> 00:08:09,580 But what got you back on my radar is I was searching some stuff about how to get more 103 00:08:09,580 --> 00:08:15,360 downloads for a podcast and your name came up. And a podcast episode that you had about 104 00:08:15,360 --> 00:08:19,940 using Facebook ads to get more podcast downloads. I was like, I got to have her on. She's got 105 00:08:19,940 --> 00:08:25,320 to be on this show. So tell me a little bit about using Facebook ads to get more podcast 106 00:08:25,320 --> 00:08:27,400 downloads. Is it actually possible? 107 00:08:27,400 --> 00:08:33,240 Yes. So this is a strategy that I've talked about at Podcast Movement and something that 108 00:08:33,240 --> 00:08:38,820 we've done with several of our clients who have podcasts. A lot of times they see that 109 00:08:38,820 --> 00:08:43,960 growing their podcasts, those loyal listeners are the ones that end up converting and buying 110 00:08:43,960 --> 00:08:48,560 their products, their programs down the road. So if they can just grow their podcast and 111 00:08:48,560 --> 00:08:55,240 get more of those, you know, diehard listeners, diehard fans, then that will lead to more 112 00:08:55,240 --> 00:09:00,200 sales down the road. So it's really a long-term play. But we have been able to successfully 113 00:09:00,200 --> 00:09:07,680 do that. And so the challenge with that though, is that there's no good way of tracking the 114 00:09:07,680 --> 00:09:13,320 download, you know, increase or, you know, our subscribers at all or anything like that. 115 00:09:13,320 --> 00:09:17,960 It's really difficult. When Facebook and Instagram ads, the ads manager does a pretty good job. 116 00:09:17,960 --> 00:09:21,840 It's always completely accurate, but it does a pretty good job of helping us track our 117 00:09:21,840 --> 00:09:28,760 opt-ins and sales from our podcast downloads. It's a completely different world. And so 118 00:09:28,760 --> 00:09:32,480 there's no good way to really track that. So what we just kind of look for is as we're 119 00:09:32,480 --> 00:09:38,680 doing the strategy, is there a general list in downloads? Are we seeing just generally 120 00:09:38,680 --> 00:09:44,640 that the podcast we're promoting or, you know, the show itself is just kind of getting more 121 00:09:44,640 --> 00:09:49,360 attention, more downloads than before we were running ads. So it's not really perfect. It's 122 00:09:49,360 --> 00:09:53,480 not really ideal, but I do think that it is a viable way to grow your show and get more 123 00:09:53,480 --> 00:09:55,920 attention to your show. 124 00:09:55,920 --> 00:10:01,560 Now with the strategy of using Facebook ads to get downloads, do you recommend that people 125 00:10:01,560 --> 00:10:06,680 direct the traffic to the actual podcast or should they go to a website that gives them 126 00:10:06,680 --> 00:10:10,840 an opt-in to then find out about the podcast? What do you think about that? 127 00:10:10,840 --> 00:10:17,600 Yeah. So I've tested it both ways because you can take your, you know, what is it called 128 00:10:17,600 --> 00:10:23,080 these days? You speak an iTunes link, you know, Apple podcast link. And so you're used 129 00:10:23,080 --> 00:10:30,360 to be able to take that and then you can filter to just target people with iPhones, for example, 130 00:10:30,360 --> 00:10:35,160 and put that link in the ad. So then they click on the ad and then it will ask them 131 00:10:35,160 --> 00:10:41,640 to open their podcast app to go listen to the show. So that is not the way that I prefer, 132 00:10:41,640 --> 00:10:45,360 just because there's a lot of friction with that. Because if you're in Facebook or Instagram 133 00:10:45,360 --> 00:10:49,080 and then it says, oh, you want to go open this other app, a lot of times many of us 134 00:10:49,080 --> 00:10:54,040 are going to just be like, no, not right now. You know, and so you can't really then track, 135 00:10:54,040 --> 00:10:58,600 you kind of lost the benefit of that click of people engaging with the ads. 136 00:10:58,600 --> 00:11:03,800 Though my preferred method is to drive traffic to your show notes page. If you have a specific 137 00:11:03,800 --> 00:11:09,720 page for each show or your general podcast page where it talks about your show, Erin, 138 00:11:09,720 --> 00:11:15,760 you have your Facebook pixel installed. So your Facebook pixel is a piece of code that 139 00:11:15,760 --> 00:11:20,880 Facebook gives you and it's unique to your ad account. And it helps track, even though 140 00:11:20,880 --> 00:11:25,960 if you can't track the download, you can track the traffic going to that page and then you 141 00:11:25,960 --> 00:11:29,800 can re-target them, get back in front of them with other ads, other offerings, you know, 142 00:11:29,800 --> 00:11:33,840 maybe it's for your lead magnet, for your aid program, whatever it is down the road. 143 00:11:33,840 --> 00:11:38,560 But you can then get in front of them again. So I like the idea of having the opt-in on 144 00:11:38,560 --> 00:11:42,760 that page. I would definitely put the information there about where they can find your show. 145 00:11:42,760 --> 00:11:47,400 And if you're talking about a specific episode, of course you're going to share, you know, 146 00:11:47,400 --> 00:11:53,040 what that episode is about. And I also think that it's a good idea to have a podcast player 147 00:11:53,040 --> 00:11:57,520 embedded there on your website. So, okay. So people can just listen to it. You'd be 148 00:11:57,520 --> 00:12:02,600 surprised at the number of people that just listen to it, you know, on the desktop there. 149 00:12:02,600 --> 00:12:07,120 If you have it embedded, they can just click play. And, you know, maybe the way that I 150 00:12:07,120 --> 00:12:12,080 listen to podcasts is I'll open my podcast app and then download the show so that next 151 00:12:12,080 --> 00:12:16,400 time I'm ready to listen to a podcast, it's there in my queue. That's the way that I do 152 00:12:16,400 --> 00:12:21,040 it. But people listen in all different ways. And some people will listen to it on the desktop. 153 00:12:21,040 --> 00:12:24,920 That's awesome. So, I mean, it kind of segues a little bit into, well, what are your best 154 00:12:24,920 --> 00:12:30,200 tips for success with Facebook ads if you're trying to drive the numbers up on your downloads? 155 00:12:30,200 --> 00:12:34,720 Yeah. So I would say, you know, there's really two ways you can go about it. You can promote 156 00:12:34,720 --> 00:12:40,360 your show just as your show. Kind of like a brand awareness strategy where it's like, 157 00:12:40,360 --> 00:12:45,920 hey, you know, here's my show. This is what it's about. This is who it's for. And you 158 00:12:45,920 --> 00:12:48,840 can also do that, you know, I think it's a good time to do that when you're launching, 159 00:12:48,840 --> 00:12:51,960 if you're relaunching, got a new season coming in or something like that, where you want 160 00:12:51,960 --> 00:12:56,160 to bring attention to your show and talk about what's coming up on your show. 161 00:12:56,160 --> 00:13:00,960 The other way though is to drive traffic to a specific episode, talk about a specific 162 00:13:00,960 --> 00:13:06,760 episode in your ad. And I really like that idea better, just because it's more specific 163 00:13:06,760 --> 00:13:11,120 as to the content of, you know, what you're sharing in that episode. So your ad can be 164 00:13:11,120 --> 00:13:16,480 more specific to that content. And then you can really clarify who that episode is for. 165 00:13:16,480 --> 00:13:21,320 So I would think about when considering which show do I use for the strategy, I would think 166 00:13:21,320 --> 00:13:26,480 about, well, what is your end goal? Like my clients, they're looking to eventually make 167 00:13:26,480 --> 00:13:31,160 sales into their paid program. So then we want to have a show that's kind of related. 168 00:13:31,160 --> 00:13:36,200 The topic of that show is related to leading into the paid program. Maybe there's an opt-in 169 00:13:36,200 --> 00:13:41,360 shared on the show or whatever, but just kind of get people into the world and lead them 170 00:13:41,360 --> 00:13:45,600 down to eventually the paid offer. So what does that look like for you? What is your 171 00:13:45,600 --> 00:13:50,040 goal? Do you have a paid offering or maybe it's an affiliate offering? Maybe you have 172 00:13:50,040 --> 00:13:55,520 an episode where you interviewed the founder, creator of a tool and you get really great 173 00:13:55,520 --> 00:13:59,280 affiliate commissions. So the more listens that you get to that show, the more affiliate 174 00:13:59,280 --> 00:14:02,520 commissions you're going to get. But just be very clear on what your goal is when selecting 175 00:14:02,520 --> 00:14:07,760 the show. And then also look at which of my episodes have gotten good engagement or will 176 00:14:07,760 --> 00:14:12,800 add credibility that, hey, I got this great big name guess on my show that I want to bring 177 00:14:12,800 --> 00:14:16,760 more attention to. So anyway, those are the kinds of things that I would think through 178 00:14:16,760 --> 00:14:20,360 when determining which episode to choose for that strategy. 179 00:14:20,360 --> 00:14:24,520 I love all of that. I mean, that just all makes complete sense once you say it out loud 180 00:14:24,520 --> 00:14:28,620 because when you talk about it as a long game rather than just, oh, well, we're just trying 181 00:14:28,620 --> 00:14:33,880 to get downloads. I think that the way that you described it makes a lot of sense. So 182 00:14:33,880 --> 00:14:39,040 how are you seeing success or are you seeing success with Facebook ads with your current 183 00:14:39,040 --> 00:14:42,160 clients who are trying to drive people to a podcast? 184 00:14:42,160 --> 00:14:46,960 Yeah, yeah, absolutely. And so we've tested a lot of different things with their ads and 185 00:14:46,960 --> 00:14:51,240 what we found that works really, really well is using the audiogram. So it may create for 186 00:14:51,240 --> 00:14:57,920 social media anyway. Just plug the audiogram with a snippet, an audio clip from the show, 187 00:14:57,920 --> 00:15:02,000 use that as our creative, and then you put the little sound on sticker because we want 188 00:15:02,000 --> 00:15:08,680 people to be really clear that they want to listen to it. It's not just a moving animated 189 00:15:08,680 --> 00:15:13,520 image or something like that. And then just be clear in the ad copy that it is a podcast 190 00:15:13,520 --> 00:15:18,720 that you're promoting, podcast episode number, whatever, or whatever topic or title that 191 00:15:18,720 --> 00:15:22,240 they know to look for and tell them where they can listen to it. I would put in the 192 00:15:22,240 --> 00:15:27,080 ad copy that you can find it on all major podcast platforms, wherever you listen to 193 00:15:27,080 --> 00:15:33,640 your podcast. Because again, just me as a low-income listener of podcasts, if I see 194 00:15:33,640 --> 00:15:38,000 that past new episode that I want to listen to, and he's promoting it in his newsletter 195 00:15:38,000 --> 00:15:43,140 or something, wherever he's promoting it on social or whatever, then I will make a mental 196 00:15:43,140 --> 00:15:48,440 note of it and I may not overwrite then to go start listening to it right then. I'm probably 197 00:15:48,440 --> 00:15:52,360 doing something else. But next time I'm ready to listen to a podcast episode, then I'm going 198 00:15:52,360 --> 00:15:57,160 to make sure that I go back to that one because I really want to check that out. So just know 199 00:15:57,160 --> 00:16:03,040 that it may not get a lot of engagement, it may get likes, reactions, shares even. But 200 00:16:03,040 --> 00:16:07,160 as far as the click-throughs and tracking those click-throughs, it's hard to really 201 00:16:07,160 --> 00:16:12,280 translate that view, the good results that you're looking for. Obviously you want the 202 00:16:12,280 --> 00:16:16,840 lowest cost per leaning page view possible, but just because you're not getting a lot 203 00:16:16,840 --> 00:16:21,720 of clicks using this strategy doesn't mean that it's not working and helping lead to 204 00:16:21,720 --> 00:16:23,560 downloads down the road. 205 00:16:23,560 --> 00:16:27,880 That all makes perfect sense. And I love that you said to embed your show into your own 206 00:16:27,880 --> 00:16:32,640 podcast or excuse me, embed your show into your own website. And I like that you're making 207 00:16:32,640 --> 00:16:36,480 it pretty clear that what people should be doing is something to get someone on their 208 00:16:36,480 --> 00:16:42,040 email list. Because if you are trying to just promote your show and you're not capturing 209 00:16:42,040 --> 00:16:45,680 that info, then what are you even doing? 210 00:16:45,680 --> 00:16:52,960 Yes. Yeah, absolutely. So many of us are growing our phones because we do have businesses alongside 211 00:16:52,960 --> 00:16:59,920 our shows. Maybe the podcast shows for something fun to do into, well, now I want to make some 212 00:16:59,920 --> 00:17:05,600 money from this. So I want to develop some products that offer to my listeners. 213 00:17:05,600 --> 00:17:09,840 So just think about the long game, think about the end goal. With every strategy that we 214 00:17:09,840 --> 00:17:13,600 do, we're always thinking about how can we get people on the email list so that we can 215 00:17:13,600 --> 00:17:17,280 get back in front of them with our paid products or our affiliate products. A lot of people 216 00:17:17,280 --> 00:17:24,520 are, especially a lot of podcasters are affiliates for maybe a specific set of tools or resources 217 00:17:24,520 --> 00:17:30,600 that are aligned with their audience, their audience's goal. So have a way to get back 218 00:17:30,600 --> 00:17:35,520 in front of them to let them know about those great tools and resources that you recommend. 219 00:17:35,520 --> 00:17:39,160 Yeah. Even if you're not selling any products, even if your goal is just eventually to get 220 00:17:39,160 --> 00:17:44,320 sponsorships or just to build your community. I think it's so important to be building an 221 00:17:44,320 --> 00:17:47,680 email list. And we've actually written about that on the RSS blog and we'll have to leave 222 00:17:47,680 --> 00:17:51,540 that in the show notes because I think it is so critical, especially if you're using 223 00:17:51,540 --> 00:17:55,680 Facebook and Instagram and all these other things, all these platforms that you don't 224 00:17:55,680 --> 00:17:59,840 own. You need to do something where you can get a hold of that information so you can 225 00:17:59,840 --> 00:18:04,280 keep in touch with people so that if you do go offline one day, you can still tell them, 226 00:18:04,280 --> 00:18:08,200 oh, here I am. Absolutely. Absolutely. It's so important. And I'll say something about 227 00:18:08,200 --> 00:18:19,140 partnerships and sponsorships too, that having a solid email list that you are emailing regularly, 228 00:18:19,140 --> 00:18:25,400 that can help strengthen those partnership deals, those sponsorship deals. And another 229 00:18:25,400 --> 00:18:29,920 thing that we've done with some of our clients too, when it makes sense, is we'll run ads 230 00:18:29,920 --> 00:18:35,440 to their sponsors or partners for their blog or whatever. Oh, that's a good idea. I'm writing 231 00:18:35,440 --> 00:18:42,160 that down. They'll be able to offer that, whether they mean as another line item thing 232 00:18:42,160 --> 00:18:46,960 in their package, their partnership package or whatever, but they'll work with us to run 233 00:18:46,960 --> 00:18:52,920 ads to promote that piece of content or whatever it is. And that's another way that you can 234 00:18:52,920 --> 00:18:58,940 kind of have some different offerings for your partnership packages. 235 00:18:58,940 --> 00:19:02,400 That's a brilliant idea. What a great idea for deliverable. I mean, you're just dropping 236 00:19:02,400 --> 00:19:06,800 knowledge bonds left and right today. Well, I guess one of my questions is, can anyone 237 00:19:06,800 --> 00:19:10,280 purchase Facebook ads or do you need something special to get started? 238 00:19:10,280 --> 00:19:16,120 Yeah. So all you need to get started is you do need to have a Facebook business page. 239 00:19:16,120 --> 00:19:20,440 And those are absolutely free to create. So you do just need to have a page. So you can 240 00:19:20,440 --> 00:19:24,800 have a page for your brand, for your show, whatever it is, but something like that. And 241 00:19:24,800 --> 00:19:29,400 then if you are running ads on Instagram as well, you don't have to, but I highly recommend 242 00:19:29,400 --> 00:19:36,400 having an Instagram professional account as opposed to a personal account or creator account. 243 00:19:36,400 --> 00:19:42,520 And that allows you to into your audiences that are engaging with you on Instagram. If 244 00:19:42,520 --> 00:19:47,560 you don't have a professional account on Instagram, then you're not going to be able to get in 245 00:19:47,560 --> 00:19:52,360 front of your audience that is engaging with you on Instagram, not just your followers, 246 00:19:52,360 --> 00:19:55,080 but those who are actually engaging with your profile. 247 00:19:55,080 --> 00:19:59,720 That's good to know. And I honestly second that if you're trying to get an audience, 248 00:19:59,720 --> 00:20:03,880 you definitely need the professional account. Well, is there any reason that podcasters 249 00:20:03,880 --> 00:20:09,280 should wait to start buying Facebook ads? Like should they wait on a specific reason 250 00:20:09,280 --> 00:20:13,440 to launch their campaigns? Yeah, I think it always comes down to what 251 00:20:13,440 --> 00:20:16,840 are my goals? What are my priorities? And do I have, you know, it is going to take some 252 00:20:16,840 --> 00:20:21,840 investment and I do so you can get started with a small budget with Facebook and Instagram 253 00:20:21,840 --> 00:20:29,040 ads, especially with this strategy. I would just start off with maybe $10 or $20 a day 254 00:20:29,040 --> 00:20:32,400 with testing this out, just seeing how it works. So don't think that you have to have 255 00:20:32,400 --> 00:20:36,560 thousands at the ready to, you know, just throw it Facebook and then hope it works. 256 00:20:36,560 --> 00:20:40,720 Start small, but you do have to have some investment capital. So just be clear that 257 00:20:40,720 --> 00:20:45,100 this is more of a long-term play. So you're not going to, you know, you could test it 258 00:20:45,100 --> 00:20:49,480 for a week and see how it goes, but you're really not going to learn over that, you know, 259 00:20:49,480 --> 00:20:54,920 in a short time period. So I would take probably one episode and just kind of track, you know, 260 00:20:54,920 --> 00:21:01,320 what was my activity, download activity before I ran ads and now what's my download activity 261 00:21:01,320 --> 00:21:05,880 while I'm running ads and just look for a little bit of a lift. And it may not be super 262 00:21:05,880 --> 00:21:10,700 apparent. Of course, there could be other sources that are, you know, dry-make downloads 263 00:21:10,700 --> 00:21:14,040 to that episode. So it's not going to be perfect. And that's what I would be looking for. So 264 00:21:14,040 --> 00:21:20,040 just be really clear on the benefits, but also, you know, the drawbacks as far as tracking 265 00:21:20,040 --> 00:21:22,280 that it's just not going to be perfect. 266 00:21:22,280 --> 00:21:26,080 I love that. Well, I'll add to that, that if you're going to be directing people to 267 00:21:26,080 --> 00:21:31,080 a specific episode, this is why calls to action are so critical in your episodes. So every 268 00:21:31,080 --> 00:21:35,800 single episode that you put out, you've got to be putting calls to action in your episodes, 269 00:21:35,800 --> 00:21:39,120 because if you don't, then you've already lost them. You know, the whole idea is we 270 00:21:39,120 --> 00:21:44,960 are trying to get people to subscribe so we can continue building our audience. So I think 271 00:21:44,960 --> 00:21:48,520 everything that you've shared today has just been brilliant. But I do want to ask you, 272 00:21:48,520 --> 00:21:52,560 I know we're running a little bit low on time, but what mistakes are you seeing podcasters 273 00:21:52,560 --> 00:21:56,160 make with Facebook ads? Do you have a little bit of time to dive into that? 274 00:21:56,160 --> 00:22:03,400 Yes. Yes. Okay. So mistakes. Okay. So these are the things we want to avoid. So the first 275 00:22:03,400 --> 00:22:08,800 mistake is lack of commitment. So the biggest waste of time and money when it comes to Facebook 276 00:22:08,800 --> 00:22:13,400 and Instagram ads is people will say, oh, I boosted up post here, or I put a few dollars 277 00:22:13,400 --> 00:22:17,760 to that there. I'm going to just try it. I'm going to dabble. And then they're just like, 278 00:22:17,760 --> 00:22:21,680 that didn't really work out or I didn't really see the results that I was looking for. So 279 00:22:21,680 --> 00:22:27,440 I'm just going to move on to something else. So when you are serious about growing your 280 00:22:27,440 --> 00:22:31,600 platform, growing your show, growing your business, growing your brand, then you want 281 00:22:31,600 --> 00:22:36,800 to pick a marketing strategy and down the road have several marketing channels that 282 00:22:36,800 --> 00:22:41,160 are working for you, but that you're consistent about. Just like when we're starting our show, 283 00:22:41,160 --> 00:22:45,360 the people that are like, maybe I'll release an episode here. Maybe I'll do another one 284 00:22:45,360 --> 00:22:51,480 there. They're not going to see that grow. And the benefits of having a podcast, if they're 285 00:22:51,480 --> 00:22:55,960 just dabbling with it. So be committed to the process. And as I said, you don't have 286 00:22:55,960 --> 00:23:02,020 to start off with a lot of money. A very small investment will do, especially for the strategy. 287 00:23:02,020 --> 00:23:06,280 And then of course you can test other strategies as well to grow your email list or whatever, 288 00:23:06,280 --> 00:23:09,760 re-target people to your paid products down the road. But with this strategy, I would 289 00:23:09,760 --> 00:23:15,520 say keep the budget at fairly low, $10 to $20 just test it out, but be in it for the 290 00:23:15,520 --> 00:23:21,720 long term. Another one is that people don't get educated to understand what the options 291 00:23:21,720 --> 00:23:26,360 are in the ads platform. So there are a lot of different options. Facebook keeps trying 292 00:23:26,360 --> 00:23:30,920 to add more options for us. We're always finding something new in the ads management. Like, 293 00:23:30,920 --> 00:23:35,240 oh, that was there before. Anyway, so, but it is important when setting up your campaign 294 00:23:35,240 --> 00:23:40,520 that you understand what the different options mean and how to set up your campaign in the 295 00:23:40,520 --> 00:23:44,560 right way. So you've got to have some education under your belt. For this strategy, it's going 296 00:23:44,560 --> 00:23:48,540 to be very simple. I would recommend doing a traffic campaign, but just understand how 297 00:23:48,540 --> 00:23:54,560 to put it together in the right way. And so some of the main mistakes that I see. 298 00:23:54,560 --> 00:23:58,360 That was a great segue into where can people learn more about Facebook ads? 299 00:23:58,360 --> 00:24:06,480 Well, I can help you there. So as I said, I do love teaching people about Facebook and 300 00:24:06,480 --> 00:24:10,240 Instagram ads and helping them get over the problems and the hurdles that come with getting 301 00:24:10,240 --> 00:24:14,520 their needs off the ground and also that nervous feeling of like, I hope I'm doing it right. 302 00:24:14,520 --> 00:24:19,560 It all just worked out. And so I do have my free Facebook ad starter kit that I'd love 303 00:24:19,560 --> 00:24:25,760 to offer to your audience. They can find that at monicallouie.com slash Ashley. And it is 304 00:24:25,760 --> 00:24:31,000 a really cool guide. So it takes you through the six simple steps for creating campaigns 305 00:24:31,000 --> 00:24:36,120 that converts. You know exactly what to plan for when you dive into the ads manager and 306 00:24:36,120 --> 00:24:40,200 there's a checklist. I, my thoughts were a good checklist. So I have a checklist in there 307 00:24:40,200 --> 00:24:44,720 for you so you can put together everything. You can get clear on what episode you want 308 00:24:44,720 --> 00:24:49,480 to promote, who you want to target, what you want to use for your ad creative and your 309 00:24:49,480 --> 00:24:53,960 copy. You can get that all figured out before you go into the ads manager. So then it's 310 00:24:53,960 --> 00:24:57,720 just boom, boom, boom, set it up. And there's a glossary. So if you're new to the world 311 00:24:57,720 --> 00:25:02,680 of Facebook ads, it kind of has its own language. So I like to clarify what some of these terms 312 00:25:02,680 --> 00:25:06,960 mean, what's the difference between a campaign and the ad or what does that mean? And so 313 00:25:06,960 --> 00:25:10,360 I've got a glossary in that too. So you can find that at monicallouie.com slash. 314 00:25:10,360 --> 00:25:14,320 All right. Yeah. We will definitely leave that in the show notes along with all of your 315 00:25:14,320 --> 00:25:16,360 links. Speaking of, where can we find you online? 316 00:25:16,360 --> 00:25:22,800 Yeah. So I do have a podcast, the Flourish Seven Figures podcast. And so you can definitely 317 00:25:22,800 --> 00:25:27,120 listen to that. It is on hold right now, but I definitely want to bring it back in the 318 00:25:27,120 --> 00:25:32,520 new year. So that's my plan. I love podcasting. I'm a huge fan of podcasting. And so I'm going 319 00:25:32,520 --> 00:25:38,160 to bring it back next year. And also my main website is monicallouie.com and you can find 320 00:25:38,160 --> 00:25:42,720 my podcast, everything about working with me, hiring our agency. My program Flourish 321 00:25:42,720 --> 00:25:46,040 is linked there as well. So that would be amazing. 322 00:25:46,040 --> 00:25:50,760 Awesome. And well, the good thing is like, even though you've had the podcast on hold 323 00:25:50,760 --> 00:25:55,000 for a little bit, it's still driving traffic. And not only that, a lot of those episodes 324 00:25:55,000 --> 00:25:59,840 seem to be a little bit evergreen so far. And so even though some of it, I'm sure changes 325 00:25:59,840 --> 00:26:04,040 and there's ebbs and flows and whatnot, but you've got a lot of great content there. 326 00:26:04,040 --> 00:26:08,800 Oh, thank you. Thank you so much. It's so fun to deal with. And I'm really excited. 327 00:26:08,800 --> 00:26:10,840 So I'm definitely bringing it back in the new year. 328 00:26:10,840 --> 00:26:15,160 That's exciting. Well, I have to ask you the one last question that I ask everyone before 329 00:26:15,160 --> 00:26:19,920 I let them go. And that is what is one question I didn't ask you wish I had. 330 00:26:19,920 --> 00:26:26,480 Okay. So I would say, what do you do when your face to face aren't working or you feel 331 00:26:26,480 --> 00:26:30,480 like they could be working better? So what are the different elements to test? So with 332 00:26:30,480 --> 00:26:35,520 that, there are three key pillars of high-converted face to face ads. Three key elements that 333 00:26:35,520 --> 00:26:39,440 need to work together. So the first one is your offer. So that would be in this case 334 00:26:39,440 --> 00:26:43,360 with the strategy we've been talking about, your show that you're promoting, your episode 335 00:26:43,360 --> 00:26:46,120 that you're promoting. So that's your offer. And then you've got to get it in front of 336 00:26:46,120 --> 00:26:51,120 the right audience. So if you're finding that it's not really getting much engagement and 337 00:26:51,120 --> 00:26:55,720 not seeing more downloads, it doesn't, just not sure that it's working. Again, it's going 338 00:26:55,720 --> 00:26:59,440 to be kind of hard to tell, but if you're just thinking you do better, then maybe you 339 00:26:59,440 --> 00:27:04,040 need to test a different audience. So testing, we can test multiple different audiences with 340 00:27:04,040 --> 00:27:07,800 all of our strategies. So test a different audience, but you've got to get that offer 341 00:27:07,800 --> 00:27:11,740 in front of the right audience. Then you do that with a high-converting ad. So it may 342 00:27:11,740 --> 00:27:15,880 be that, okay, I think my audience is solid. I think these are people who are interested 343 00:27:15,880 --> 00:27:20,760 in what I share in my show and my offerings, but my ad just isn't really connecting. I'm 344 00:27:20,760 --> 00:27:25,040 not getting a lot of engagement on it. So test a different creative, maybe test a different 345 00:27:25,040 --> 00:27:30,480 headline, test for ad copy, test those different elements. A lot of times just changing the 346 00:27:30,480 --> 00:27:34,920 creative, maybe it's this audiogram versus a static picture or like a boomerang or some 347 00:27:34,920 --> 00:27:43,160 little animated GIF or something in your creative. Just changing that can lead to drastic differences 348 00:27:43,160 --> 00:27:49,240 in results. So we find that if we're testing different audiences, anytime we want to kind 349 00:27:49,240 --> 00:27:52,600 of sign tune some things, then we'll definitely be testing different creatives and different 350 00:27:52,600 --> 00:27:54,600 versions of our ad copy. 351 00:27:54,600 --> 00:28:01,760 Wow. That's intense. That seems like a lot, but that's why you have an ads manager, right? 352 00:28:01,760 --> 00:28:06,600 Yeah. Well, and it's a lot of fun. I think it's really fun to get creative, raise from 353 00:28:06,600 --> 00:28:12,160 the different types of ads that you can promote, but then also get clear on the targeting and 354 00:28:12,160 --> 00:28:14,760 what audiences are likely to be interested in your efforts. 355 00:28:14,760 --> 00:28:18,600 Well, speaking of one of the cool things about RSS is our analytics will actually not only 356 00:28:18,600 --> 00:28:22,720 show you what countries and cities are listening, but they'll tell you the time of day, they'll 357 00:28:22,720 --> 00:28:26,960 tell you their ages, they'll tell you a lot of demographic information, including what 358 00:28:26,960 --> 00:28:31,920 device they're listening on. So can stuff like that be used in Facebook ads? 359 00:28:31,920 --> 00:28:37,560 Absolutely. The more that you understand about your audience and who is listening, then the 360 00:28:37,560 --> 00:28:43,880 easier it's going to be to be able to write the copy in your ad, in your show note to 361 00:28:43,880 --> 00:28:48,520 attract the right listener. And then also then it'll help with your targeting as well 362 00:28:48,520 --> 00:28:52,840 when it comes to Facebook ads. You'll know who is likely to be interested in your show. 363 00:28:52,840 --> 00:28:55,400 So definitely all of that is super helpful. 364 00:28:55,400 --> 00:28:58,320 That's fantastic. Well, is there anything else that you want to add before I let you 365 00:28:58,320 --> 00:28:59,320 go? 366 00:28:59,320 --> 00:29:04,680 I just think that fungassing is a great way to build your audience and Facebook ads can 367 00:29:04,680 --> 00:29:09,680 definitely help you do that. So I was really excited RSS here. So thank you so much for 368 00:29:09,680 --> 00:29:11,920 having me, Ashley. 369 00:29:11,920 --> 00:29:16,400 Well my fellow podcasters, we hope you enjoyed the insights, tips and ideas shared in this 370 00:29:16,400 --> 00:29:22,160 episode. To learn more about launching and growing your own show, head over to RSS.com 371 00:29:22,160 --> 00:29:27,240 backslash blog. And if you're ready to launch a podcast of your own, you can get started 372 00:29:27,240 --> 00:29:47,440 for free with your first episode on us. Thanks for tuning in.