WEBVTT
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If you're experiencing a really terrible performance on Meta, you are not alone.
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And in this episode, I brought my director of coaching and community who works with several hundred e-commerce business clients of ours to talk through what's happening, when things started happening recently with Meta's performance, but then also five things that you can do about this that are in your control the next time that this happens.
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When sometimes we feel like it's entirely out of our control.
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And so this is a really solid episode.
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When Meta goes down and has issues, this is gonna be your go-to steps in order to make sure that you're doing the right things and you're not putting yourself in a bad position.
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Enjoy the episode.
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So where did you see performance start to get just really bad on Meta with all of the clients across the board?
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Like, was there a particular moment or date that you kind of saw that happening?
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Yeah, I think it all started off right around August 21st.
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And luckily, right, we have Breezeway Bad Day Detector, which is phenomenal.
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Amazing.
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Yeah, taking out the guesswork, right?
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So if we look at August 21st here, Meta first reported a disruption, medium disruption to deliverability.
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And but then as you kind of go along here in the dates, you know, we have this brief period, and then all of a sudden we have a little spike here.
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And right now spiked for like three straight days.
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What are those dates?
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August 26th, 27th, and 28th.
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And so on the 26th was my birthday.
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My birthday was the start of the bad news that was it.
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That was it.
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That has to be the correlation.
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Uh, but but in that little period, it was like, whoa, okay, there is something happening, right?
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And and what's curious is that it doesn't kind of follow that suit across a lot of the brands like that that we see, just a few of them in that period.
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But it's coming around, right?
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But then as we kind of go along, all of a sudden we have September 1st, September 2nd, leading into September, and we have a brief little period of spike.
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What was that outage?
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It looks like it started.
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There was another outage there.
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Yeah, this is a very bad day.
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September 1st says high disruptions with revenue reporting, even.
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What is is that the incident at the very bottom?
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When you click on the incident, what what was the incident done there?
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When you click on that, what what does it say?
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Yeah, the high disruptions with revenue reporting from meta.
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Oh, that so all of the yellow dots, by the way, everybody, are they are reported.
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They are meta reported outages.
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We all Breezeway also monitors like Cloudflare outages, Shopify outages, and any other just anomalies that they're seeing.
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Yeah.
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Uh so that's pretty interesting.
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So Meta on September 1st has a thing, and then that was really the domino of like bloody September, pretty much, right?
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Yeah, yeah.
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But but there's like again, there's there's a few of our clients that are that during this time actually weren't really experiencing the worst days, but right around September 8th, and this is where it starts to get probably where most people advertising our meta are actually starting to feel it.
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September 8th, and then if you just look 9th, 10th, that's like dinosaur level extinction.
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12th, 13th, a cow is getting taken by the UFO.
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I don't know what that symbolizes, but it's not good, I think.
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Well, just really fast here, like really serious question.
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How long ago do you think dinosaurs lived?
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And did you think that they lived?
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Second follow-up.
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Do you believe that aliens exist?
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Oh man, a double whammy.
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It's like the past and the future.
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Dinosaurs, yeah, I believe they exist.
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How long ago?
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I have no idea, but they're the earth, you know.
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And and for aliens, yeah, probably.
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You know, I don't know what that looks like.
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I want to so bad.
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It just tickles my brain in the right way to think that UFOs and aliens exist.
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Well, what's I want to believe it so bad because it's so sci-fi and fun to think about.
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I am that weird nerd that like thinks about though the like light speed travel.
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There's literally no way that anything could ever reach us in a lifetime.
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So it's like if aliens are real, there can't be light speed.
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Like it has there has to be a higher tier.
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So anyway, but going back to I had the logicus there.
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Okay.
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All right, let's get let's get back to it.
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Someone's annoyed.
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All right.
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Atomic catastrophic bad days.
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But but so alright.
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Really good question.
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Do you think nukes exist?
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No, I'm just kidding.
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Let's go back.
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Sorry.
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On the bad day detector, by the way, guys, if you do have the access to this, and most of you should get access to this if you don't.
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And by most, I mean everyone.
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By most, I mean anybody who runs meta-ads and is watching this video.
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The bad day detector is completely free.
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Uh oh, man, I thought it was a thousand dollars.
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Oh well, so it's any this is the one tool in Breezeway that is there is it is free to use.
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If you go to ecommerce tally.com slash bad day altogether, B-A-D-D-A-Y, it'll just redirect you to the the page of this.
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And actually, what's crazy is um it's really cool every time.
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Well, this is probably bad.
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Whenever things get really bad on Meta, Reddit blows up and then Breezeway's traffic goes to like thousands and thousands of visitors because everybody's just using the bad day detector to say, like, is this just me or is this like going really, really wrong?
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Which I think is an important part of what we want to talk about today is like what do you do when things are going wrong?
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And how do you know if they're going wrong?
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So when what Robert's sharing over here, like Breezeway's bad day detector is how we know things are going wrong.
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Because not only does it measure incidences, but you could see here, like, look at some of those bad days you had there, Rob.
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Yeah.
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Those are really bad.
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When we see them clumped together like that, the thing that we have to think about is like, you'll notice there are no meta reported incidences.
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So this is why we built the bad data detector, because it's like we we work with hundreds of e-commerce businesses, and we have a pretty big pulse in the e-commerce alley on when things are going bad.
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But we don't really know.
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And so the Breezeway team was like, hey, well, we have a lot of millions and millions of revenue going through.
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We have a pulse as well when things get really bad.
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And so the bad data detector was literally built out of the fact that there were bad days, but Meta didn't report anything, but we all freaking knew.
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And so it's it's a measurement.
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If anyone's interested, it's a measurement against a panel of successful e-commerce businesses spending millions of dollars.
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And so it's kind of like you're able to know that, hey, even though Meta's not reporting it, we're all conspiracy theorying that Meta's having issues.
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But but Breezeway tells you, okay, even if Meta didn't report it, this is across the board what we're seeing.
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And it's like a CPA anomaly detector.
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And so it's like, anyway, everybody go get it.
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We'll have a link in the description.
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e commerce allot.com slash bad day.
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Oh, and the way to look at the graph too, like here, this anything below zero is actually really good.
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Anything above a zero is abnormal performance or or just not good performance, right?
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Like CPA spikes.
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And so when we're like all the way up here, man, a lot of people are feeling it.
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All of a sudden it goes from an anomaly to this is actually across the board, people are experiencing it.
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And even some of the brands that were really doing well, even back in this period, right around the 10th, weathering the storm, now they're starting to feel it a little bit.
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Yeah.
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But but yeah, Meta's basically, hey, on uh on September 1st, we washed our hands clean.
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We got it taken care of, guys.
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We're all good.
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You know, nothing else happening.
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Yeah, that that's uh that's that's painful.
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And uh depending on someone's watching this, like you know, you may be you may be watching this and it's like months past this or listening, and it's like months past the date that we're recording this in September.
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But this is gonna happen.
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This happens a couple times a year, pretty predictably.
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This happened earlier this year, and like I think it was March.
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It's like a bloody March.
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I think it was March.
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March was pretty rough, March or April.
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It was really, really bad.
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Guess what?
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Last year, same hap, same thing happened.
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So I've kind of observed, and I'll just share this, I've observed that there are two parts of the year that Meta goes ham on product development.
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And when they go into product development, they start tweaking, doing major tweaks, it's pretty predictable.
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It's like the transition from Q1 to Q2, yeah, and then the transition from Q three to Q4.
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That's my observation.
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I don't know if you've seen some if you feel that.
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It's like, hey, we're coming out of Q1, so let's fix some things before we kind of get too close to summer.
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And then we're coming out of, we're about to go into Q4, which is like freaking Super Bowl game time.
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And so because of that, Meta goes in and just because they're grubby little paws on all of these changes, and they're trying to get everything wrapped up before Q4, and then once Q4 really hits, usually by beginning to mid-October, they're just like hands off, we got to let everybody spend all their money.
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Yeah.
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The problem is we all kind of hang in the balance with our dollars on the in between, yeah, and that's the painful part.
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Well, and I don't want to sound like a masochist, but you know, I I try to approach it with like this sense of gratitude where I'm so glad that they're doing it now and not in the middle of Q4.
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Oh my gosh, yeah.
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Like let's say that this actually transitioned to in November, oh my gosh, that would that would just destroy us.
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Yeah.
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Yeah, destroy the momentum.
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So if anything, it's actually a good thing that it's happening now.
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You know, that's kind of the mindset that I tackle it with.
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Yeah.
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Glass half full kind of guy.
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I'm not a massive, I promise.
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Yeah, no, I think that that's I think that's a really good, that's a good perspective to have on it.
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I would say my observation is this anyone listening, if you're experiencing terrible performance, this is the the tra the trail of thought that most people go through in my years of observation.
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And this isn't the last time it's gonna happen again, I promise.
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I'm gonna spoil it.
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Here's what most people do they freak out, they go to Reddit, they freak out more, they go and turn off a bunch of stuff, they get super stressed, then meta recovers, and then their account is kind of wrecked because they made a lot of last minute drastic, hasty decisions, and then they regret those decisions, and then they kind of get back on track, but they've lost a lot of momentum in the process.
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And my whole perspective is to kill everything, which is the first thought.
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It's like, hey, this is terrible.
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And we're more than just a day.
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When it's like a day, you could weather a day or two of bad, but then it's like, okay, this is seven straight days of like that bad and very bad reports.
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It's like, what do you do in that case?
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Well, it's really hard to have mental fortitude when everything is going to crap.
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And so most people go in and they start turning everything off.
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But to turn things off would be to assume that you know that Meta is going to continue having bad days and that things are not fixed.
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Right.
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But for all we know, things were fixed today.
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True.
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And so I try to like keep that in mind.
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Like, I don't know how long this will last.
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Because if I did it every time there was a bad day, there are days where it's like, oh, we had three bad days in a row or two bad days in a row, and then recovers on the third day or the fourth day or the second day.
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And it's like, we don't know.
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And then only when we can look back and say, hey, we actually, it was like two straight weeks of bad days.
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Only when we look back is everyone like really angry.
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We're like, ah, I should have done it.
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This it's like that's just like timing the stock market, it just doesn't happen.
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You have to strategically invest a lot of people call it dollar cash cost averaging because you don't know when it'll be up or down.
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And that's kind of the perspective I have when it comes to meta performance like that.
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Yeah, I I feel like you know, a lot of people they they get that one day where I I didn't have any sales this day, so all of a sudden I freak out.
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I 50% my budget down, right?
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Like I do a 50% cut, I turn this off and this off.
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But then the next day, actually, for a lot of people, all of a sudden they had kind of the counterbalance, which is an abnormally high number of purchases.
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So it kind of balances out, right?
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Like it's all average, and when you do reactions based off of what the future might hold, that meta might have another bad day.
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Well, they will.
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I mean, you know, it's like Murphy's Law, whatever can happen will happen.
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But for the most part, I mean, look at all these other good days, right?
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It's like all these other good days right here, leading up to the point.
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So, like, it will go back to normal.
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And if you look, I just want to even point out right there, if you look at how all the red and yellow everybody sees clumped there on the screen.
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I'm gonna talk through this if you're listening on like on Spotify or Apple.
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There are like red dots, but each red dot gets every time it goes a red dot, a little bit lower red or yellow dot, goes back up to the red dot, but not as high.
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So technically, this would be a downward trend in the bad days.
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So, what it might mean is that Meta made all of the major changes they were gonna do in a clump or right at the beginning of it.
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And so all these new features are getting rolled out, but now they they likely measured and hedged, okay, the worst things are here, and now these are becoming smaller, or they're fixing things along the way.
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So it's like maybe we rolled out all these internal algorithm or feature changes or delivery changes for the goal of better performance Q4 because we made these improvements.
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I mean, yeah.
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I mean, ChatGPT released Astro, and that's insane.
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And Metal also has, they released Muse publicly, they're pushing it now.
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So there's a lot of stuff happening in AI.
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They may have made an advancement and they're like, we just got to pull the band-aid off, and then it's gonna optimize its way, but then performance will get really, really good.
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And so don't be dismayed by this if you're watching, because I promise you, Q4 is about here.
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If you're listening, Q4, we're already here, and it's gonna be great.
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It's gonna be awesome.
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Yep, 100%.
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All right, can you let's talk about what we can actually do when it comes to this stuff?
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Because it's not the last time it's gonna happen, it's gonna happen again.
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What would you say?
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What are some things worth like that you can actually control?
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What are things that you should do?
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Anyone listening or watching right now, performance has been really bad.
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I see the stuff, I have the bad day detector.
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When this happens in a prolonged period of time, what do I do?
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Well, first off, you don't stop injecting ads.
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That's the most important thing.
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I I feel like, you know, a lot of people will freeze up, right?
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We'll be in shock and we're just like, well, I don't know if I should inject ads.
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I don't know if I should continue to have my stuff on, I don't know if I should continue advertising.
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And you don't want to lose that momentum, just like you said.
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You want to be able to continue to make forward progress to get in front of people because ultimately, you know, the foundation that you're laying in September leads into October leads into November.
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And there's no way to get to scale in November if you're shut off in September and then you're barely getting trash in October, right?
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So I would say first and foremost, continue to inject ads.
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Yeah, I look at those as kind of like a they're a non-negotiable.
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Like there's certain bus uh certain things in business you have to determine your non-negotiables.
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For us, we launch aver ads every week or twice a week, no matter what.
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You every single week you should be launching ads the same way that anybody would fulfill orders.
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You wouldn't just be like, I'm gonna skip like three weeks of order fulfilling.
00:16:45.440 --> 00:16:47.279
You know, you'd have a bunch of angry customers on your hands.
00:16:47.360 --> 00:16:50.399
Don't get a bunch of angry meta on your hands, it's very expensive.
00:16:50.720 --> 00:16:51.840
So I would agree with that.
00:16:51.919 --> 00:16:55.039
So no matter what, launch ads despite the performance.
00:16:55.120 --> 00:16:56.240
Okay, what's another thing?
00:16:56.799 --> 00:17:04.000
Well, and when it comes to launching ads, you know, one thing that I would say is a common question that I get is well, what should I do?
00:17:04.159 --> 00:17:06.559
How do I how do I breadcrumb, right?
00:17:06.639 --> 00:17:09.039
Like what what kind of ad do I come out with?
00:17:09.360 --> 00:17:14.400
And I tell a lot of the clients, actually, let's take a zoom back, right?
00:17:14.720 --> 00:17:18.880
Let's look at the month of August and leading up to this point.
00:17:19.119 --> 00:17:21.039
What historically was working well?
00:17:21.200 --> 00:17:38.559
And for a lot of advertisers, you know, you you have historical performance, and so you can see, okay, if this ad set historically has done well and I've been iterating off of this message angle hook concept, then I'm gonna say, Hey, why don't you continue to iterate off of that?
00:17:38.799 --> 00:17:53.599
Now, for some accounts, though, you don't have that historical performance, and so it's a little bit harder to figure out, okay, what do I pursue when you haven't had a long-standing winning angle and you're just you know getting your bearings straight.
00:17:53.759 --> 00:18:11.599
And so in in that case, what I what I tell them to pursue is actually let's take two of the ones that you've been pursuing so far, breadcrumbing off of these messages, but then let's also take like a 50-50 split, go 50% totally new concept.
00:18:11.840 --> 00:18:22.480
So go 50% the trail that you were chasing, 50% totally new concept, and just inject it, you know, see see what happens, see where the spend goes, start to breadcrumb from there.
00:18:22.720 --> 00:18:26.720
But you know, the the biggest thing is don't sit there in despair.
00:18:26.960 --> 00:18:31.519
Yeah, so so what you launch, something you can control.
00:18:31.679 --> 00:18:34.159
We launch more, we can continue launching things.
00:18:34.400 --> 00:18:39.279
Another thing I would say is like what you spend and ad spend percentage should be the true north.
00:18:39.360 --> 00:18:40.000
That's what I believe.
00:18:40.240 --> 00:18:40.400
Sure.
00:18:40.639 --> 00:18:43.760
Like another non-negotiable, so I've we have a lot of non-negotiables.
00:18:44.000 --> 00:18:45.360
We have a lot of non-negotiables around meta.
00:18:46.960 --> 00:18:49.840
Nobody you can't negotiate on these.
00:18:50.719 --> 00:18:53.039
Non-negotiable is launch ads every week.
00:18:53.119 --> 00:19:00.000
Another non-negotiable is control the amount of spend that you're doing, no, and but don't stop spending.
00:19:00.159 --> 00:19:08.000
So, like, because we don't know when Meta will recover, we can't assume that we know that we don't have a crystal ball.
00:19:08.159 --> 00:19:12.079
So instead, we have to control what we can and how much we spend is something we can control.
00:19:12.239 --> 00:19:17.280
So we're huge fans of ad spend percentage as a true North metric.
00:19:17.440 --> 00:19:19.199
And this is also a scale metric, too.
00:19:19.280 --> 00:19:25.199
So like we'll decide anywhere between 15 and 35, sometimes we'll go over 30 to like 35%.
00:19:25.760 --> 00:19:29.679
You pick a 5% range of revenue that you're spending in ads.
00:19:29.760 --> 00:19:31.679
So let's most people are 25 to 30 percent.
00:19:31.840 --> 00:19:38.239
So if I'm in that range, regardless of performance, we will just keep spending that much on ads.
00:19:38.320 --> 00:19:43.679
Now, if it creeps up toward the ceiling amount, then that's the point in which we begin to pull back.
00:19:43.840 --> 00:19:51.039
But we don't go do is just kill everything because what happens is we shoot ourselves in the foot, and for all we know, today or tomorrow, meta fixed everything.
00:19:51.199 --> 00:19:51.280
Right.
00:19:51.440 --> 00:19:57.760
And so, like, and actually the time of the recording of this podcast, this morning for us, ironically, ad performance picked up like crazy.
00:19:58.000 --> 00:20:01.840
And so, so you don't know, so control the amount of spend that you're doing.
00:20:02.000 --> 00:20:04.320
We're not gonna go into how to decide your ad spend percentage.
00:20:04.400 --> 00:20:07.760
Uh, there are there are a lot of like calculations and processes we go through for that.
00:20:08.000 --> 00:20:13.760
If you want to know exactly how we do that, then go to ecommerceality.com and book a call to work with us.
00:20:13.840 --> 00:20:15.280
We teach all of our clients all this stuff.
00:20:15.440 --> 00:20:18.960
But what you spend, you can control, how much you launch, you can control.
00:20:19.039 --> 00:20:20.239
Give us a third one.
00:20:20.639 --> 00:20:36.639
Well, so as as far as things that you can control is like actually doing some work on the business itself, you know, going back to how can you start to supplement some of that loss of ad revenue.
00:20:36.800 --> 00:20:49.039
Well, you start focusing on email marketing, you know, whether that's like improving your your your flows, your designs, your messaging, you know, those are some of the things that I would start to focus on.
00:20:49.280 --> 00:20:55.119
Maybe there's avenues or pockets or or flows that you've been neglecting for a long time, you know.
00:20:55.280 --> 00:21:00.559
Maybe you haven't come out with even a pop-up to capture subscribers.
00:21:00.719 --> 00:21:03.199
This is something that is surprising to me.
00:21:03.280 --> 00:21:06.639
It's like a lot of people aren't even asking for email subscribers.
00:21:06.800 --> 00:21:12.960
And it's like, whoa, you can turn that lever so much better in Q4 when you have them.
00:21:13.280 --> 00:21:16.400
And some people even have subscribers, but they do nothing with them.
00:21:16.480 --> 00:21:19.119
So it's like, I would start to turn focus there.
00:21:19.519 --> 00:21:22.800
Now, you know, are you tracking with me there?
00:21:23.360 --> 00:21:24.159
Yeah, yeah, yeah, yeah.
00:21:24.320 --> 00:21:26.719
So we need to offset ad costs, yeah, essentially.
00:21:26.880 --> 00:21:30.480
So like if ads are kind of in the hole, have principles around it.
00:21:30.639 --> 00:21:34.079
You still launch every single week, you still control your ad spend percentage.
00:21:34.159 --> 00:21:40.559
But even while all of that's happening, go offset ad costs with other non-ad spend related activities.
00:21:40.639 --> 00:21:40.719
Right.
00:21:40.880 --> 00:21:44.719
So, like email that Rob is talking about here is like, hey, email is like free money.
00:21:44.880 --> 00:21:47.840
I mean, that stuff is like you just send emails and you make money.
00:21:48.000 --> 00:21:50.000
But you also need to capture emails.
00:21:50.239 --> 00:21:53.360
We did, I think the last episode or two episodes ago, I don't remember.
00:21:53.599 --> 00:21:56.800
I did an episode on are pop-ups worth it?
00:21:57.840 --> 00:21:59.679
Went really, really, yeah, really, really well.
00:21:59.760 --> 00:22:00.880
A lot of good feedback on that.
00:22:01.039 --> 00:22:02.880
So, like, are pop-ups worth it?
00:22:03.039 --> 00:22:03.360
Go there.
00:22:03.440 --> 00:22:04.320
I talk through the math.
00:22:04.400 --> 00:22:12.960
You should be able to get 10, 8 to 10% of your people landing on your website with a good pop-up to opt in to your welcome offer, which gets you a higher conversion rate and it grows your list.
00:22:13.039 --> 00:22:16.559
If you're getting a thousand people a day to your website, you're gonna grow your list by 100 people a day.
00:22:16.719 --> 00:22:18.639
And so this is like free money.
00:22:18.880 --> 00:22:21.760
Go grow and offset ad cost with other things.
00:22:21.840 --> 00:22:26.480
And I would say this: some people here are probably already doing email already.
00:22:26.559 --> 00:22:28.400
They're sending email, they're sending SMS.
00:22:28.559 --> 00:22:29.519
Just send more.
00:22:29.679 --> 00:22:35.039
Like if you're in a period of time where like meta's just crapping the bed, okay, and you're sending two emails a week.
00:22:35.199 --> 00:22:36.639
Send five emails this week.
00:22:36.800 --> 00:22:38.079
Send seven emails this week.
00:22:38.159 --> 00:22:40.880
And if you're like, well, I don't want to know on my list, it doesn't matter.
00:22:40.960 --> 00:22:43.199
They receive so many emails from so many other people.
00:22:43.280 --> 00:22:45.360
And then also, uh, you could just segment.
00:22:45.599 --> 00:22:48.559
Segment those non-buyers and hit them every freaking day.
00:22:48.639 --> 00:22:54.719
If you're on my list and you've never bought an order, you're getting way more emails than someone that's put placed 10 orders from me.
00:22:54.800 --> 00:23:06.639
I might email them once a week, but if you segment properly everybody who's placed orders and who has it and how many times, you could send seven days worth of emails, and it's not like you're hounding the people that give you the most money and are easy sells.
00:23:06.960 --> 00:23:08.320
Non-buyers, non-openers.
00:23:08.559 --> 00:23:10.000
Yeah, non-buyers, non-openers.
00:23:10.320 --> 00:23:19.119
It's like every email that you send, just resend it with a different subject line to those non-openers, like Rob's saying here, so that that way you just get more opens and more purchases.
00:23:19.280 --> 00:23:20.639
Like you could just do that.
00:23:20.880 --> 00:23:22.480
Even that gets you to seven a week.
00:23:22.559 --> 00:23:29.039
You could technically send three or four unique emails and then send to all the non openers, just make more revenue off of them.
00:23:29.119 --> 00:23:31.760
So, like, offset it by going aggressive.
00:23:32.000 --> 00:23:35.039
Primarily, we'll do that on email and SMS, I would say.
00:23:35.119 --> 00:23:36.960
Or if you really need to uh go run a process.
00:23:37.199 --> 00:23:37.599
Promo sprint.
00:23:37.679 --> 00:23:39.199
Just get real, be like, hey, you know what?
00:23:39.280 --> 00:23:41.519
It is I need an immediate cash injection.
00:23:41.840 --> 00:23:42.559
Cash injection.
00:23:42.639 --> 00:23:44.400
Come with a 72-hour promo sprint.
00:23:44.480 --> 00:23:47.199
You could discount free gifts of purchase, bundle, whatever.
00:23:47.360 --> 00:23:48.800
And then that'll just make you money.
00:23:48.960 --> 00:23:53.360
The goal is to just hold the line while Meta corrects itself.
00:23:53.599 --> 00:23:54.320
Yeah, 100%.
00:23:54.639 --> 00:23:58.320
By the way, I've never heard the term crap the bed.
00:23:58.800 --> 00:23:59.360
You haven't?
00:23:59.599 --> 00:23:59.920
No.
00:24:00.239 --> 00:24:01.519
Is that pretty common?
00:24:01.599 --> 00:24:02.159
I don't know.
00:24:02.400 --> 00:24:04.880
Maybe that was just the coffee household, man.
00:24:06.480 --> 00:24:09.039
So it's like, oh, right on.
00:24:09.519 --> 00:24:12.719
You know where you go to like, you ever been in Taco Bell at 2 a.m.?
00:24:14.639 --> 00:24:15.440
Oh man.
00:24:16.960 --> 00:24:17.360
Oh man.
00:24:17.440 --> 00:24:19.360
Maybe my maybe we're getting too deep here.
00:24:19.760 --> 00:24:22.960
Well, yeah, let's stay out of the bed if it's crap in.
00:24:23.199 --> 00:24:26.159
But uh but yeah, no, you know, that's an excellent point.
00:24:26.320 --> 00:24:27.119
Offers, right?
00:24:27.199 --> 00:24:28.480
Like building out offers.
00:24:28.559 --> 00:24:34.559
Man, if you've been neglecting putting together a bundle offer, if your bundle offer is stale, right?
00:24:34.880 --> 00:24:46.000
If if you've if you know that like your PvP ultimately is like not doing well and it looks like last gen or something, you know, put some attention into that.
00:24:46.079 --> 00:24:51.760
Like control what you can control, make the improvements that'll set you up for a Rockstar Q4.
00:24:52.079 --> 00:25:02.800
You know, and going back to email, one thing that I like hear too often is I don't do email marketing because everyone says that email doesn't do well.
00:25:03.039 --> 00:25:06.159
Everyone says that email marketing is dead, you know?
00:25:06.639 --> 00:25:16.159
And to that I say tell that to the clients that are making 20% of their revenue and their like seven-figure brands off of email.
00:25:16.719 --> 00:25:17.920
Yeah, another thought too.
00:25:18.400 --> 00:25:19.119
And this is another thing.
00:25:19.199 --> 00:25:22.239
Some people think that I'll start email when and then insert whatever.
00:25:22.400 --> 00:25:24.719
I'll start email when I get a list of XIS.
00:25:24.880 --> 00:25:25.920
And it's like, no, no, no.
00:25:26.000 --> 00:25:29.920
You don't just show up to the game and win the game.
00:25:30.079 --> 00:25:32.719
It's like you have to do all the exercise in between.
00:25:32.800 --> 00:25:37.119
And I look at this as like uh in all the practices and run throughs and scrimmages.
00:25:37.199 --> 00:25:42.880
It's like if you want people to buy in November, you need to prime them for that and you have to talk to them.
00:25:43.039 --> 00:25:51.440
Yeah, it's like if you want to ask someone to marry you or seal the deal, there's a lot of conversation relationship building.
00:25:52.239 --> 00:25:55.440
You can't you can't crap the bed in the process of it.
00:25:55.519 --> 00:25:57.280
And you know what crapping the bed is?
00:25:57.519 --> 00:26:02.719
Expecting to get down on your knee and propose to someone that you just met, or that was just like, oh yeah, yeah, yeah.
00:26:02.880 --> 00:26:04.880
I I ran by you in Walmart once.
00:26:05.039 --> 00:26:05.280
Right.
00:26:05.360 --> 00:26:05.519
Yeah.
00:26:05.679 --> 00:26:13.679
That's like the same thing as someone opting into a welcome email seven months ago, getting no emails from you, and then suddenly you're trying to sell hardcore to them.
00:26:13.840 --> 00:26:18.239
It's like, dude, build the relationship every single day for a week.
00:26:18.400 --> 00:26:19.840
It's like, whoa, who are you?
00:26:20.079 --> 00:26:22.239
Yeah, come out of nowhere.
00:26:22.320 --> 00:26:24.079
It's like, man, like, don't do that.
00:26:24.159 --> 00:26:26.400
And in the process, don't crap the bed.
00:26:26.639 --> 00:26:26.880
Yeah.
00:26:26.960 --> 00:26:27.119
Yeah.
00:26:27.519 --> 00:26:30.480
And and I would just invite anyone that's not a believer in email.
00:26:30.719 --> 00:26:38.239
Go to these bigger brands that you know of, either competitors or people that you actually buy from, and subscribe to their email list.
00:26:38.400 --> 00:26:38.559
Yeah.
00:26:38.639 --> 00:26:39.679
And before every day.
00:26:40.159 --> 00:26:42.400
Oh, I get emailed all the time.
00:26:42.559 --> 00:26:43.360
Well, guess what?
00:26:43.440 --> 00:26:44.639
It's because it's profitable.
00:26:44.719 --> 00:26:46.320
They're not doing it just for fun.
00:26:46.559 --> 00:26:46.960
You know?
00:26:47.119 --> 00:26:48.559
So I would say another thing.
00:26:48.639 --> 00:26:55.039
So, like, control what you spend, control what you launch, offset ad costs with non-ad spend related marketing activities.
00:26:55.199 --> 00:27:00.159
But the other thing that a fourth thing I would kind of add in here is like be wise in what you kill.
00:27:00.239 --> 00:27:01.360
Uh, this just happened.
00:27:01.440 --> 00:27:10.639
Like, we had we had a client saying, Hey, my top performing creative, my top performing ad forever, suddenly is not performing well.
00:27:10.800 --> 00:27:11.599
Should I kill it?
00:27:11.760 --> 00:27:13.199
I'm like, no, don't kill that.
00:27:13.280 --> 00:27:15.920
You're just gonna like shoot yourself in the foot because meta's having issues.
00:27:16.000 --> 00:27:18.719
So we have to pretend like all the days of meta's been atrocious.
00:27:18.880 --> 00:27:20.480
You have to almost omit them.
00:27:20.639 --> 00:27:40.719
So here's kind of what I do I go to the bad day detector and I say, if I'm look doing an optimization session, I will look in the last seven days and say, okay, in the last seven-day window of time, what has spent a certain threshold and then like we go 10x target CPA, what has spent that amount and then been below break-even, and those are the things we start to kill.
00:27:41.519 --> 00:27:48.800
But I'm going to omit the days where meta was bad or very bad because it just wasn't a fair run.
00:27:48.960 --> 00:28:00.400
So if you're optimizing and you look at the last seven days, in the last seven days you're below break-even on some of your ad sets, and of those days, five were bad, you don't have any data worth optimizing.
00:28:00.559 --> 00:28:00.639
Right.
00:28:00.880 --> 00:28:04.079
So at that point, just keep calm, launch the things, and move on.
00:28:04.159 --> 00:28:07.440
Yeah, it's not worth killing those things that didn't have a fair run in the first place.
00:28:07.679 --> 00:28:09.440
Yeah, just control budget, right?
00:28:09.519 --> 00:28:12.000
And and did we touch on how to control budget?
00:28:12.079 --> 00:28:12.480
We did, right?
00:28:12.719 --> 00:28:28.320
Add spend percentage, keep impulse on that, and and ultimately not just shutting everything off, you know, not just going from let's say a thousand dollars a day to a hundred dollars a day, or not going from like three hundred dollars a day to fifty dollars a day.
00:28:28.480 --> 00:28:35.519
It's like do it calculated, keep control, and and just hold on because yeah, it's gonna swing the other way around.
00:28:35.599 --> 00:28:36.719
It's a pendulum.
00:28:37.039 --> 00:28:38.880
Goes this way, it's gonna go that way.
00:28:39.039 --> 00:28:40.079
It's just a matter of time.
00:28:40.400 --> 00:28:40.880
Absolutely.
00:28:41.039 --> 00:28:57.840
And I do want to just make sure that we we emphasize one of the things Rob was saying, and I'll add this, we'll just call this the fifth one, and we'll kind of close out here, and that is when you don't know what to do, control spend, control your launching, control what you're killing, do add non-ad spend related things, but then just go into build mode.
00:28:58.000 --> 00:29:03.599
Like when things aren't going well, control the controllables, but then go into build mode.
00:29:03.679 --> 00:29:05.760
We call these uh bricks in the castle around here.
00:29:06.239 --> 00:29:12.000
So a brick in the castle, the concept is like I look at it like we're building this fortress, like this castle, right?
00:29:12.159 --> 00:29:20.159
And if we're building this castle and we have a bunch of holes in the foundation where there are bricks missing, then as the castle gets stacked up, it will crumble down.
00:29:20.320 --> 00:29:23.760
And so a brick is a solid thing that you build.
00:29:23.840 --> 00:29:29.599
It might be a one-time project, it might be an improved process, it might be an automation you set up to make your life easier.
00:29:29.840 --> 00:29:32.400
Go into build mode with all the excess time you have.
00:29:32.480 --> 00:29:38.000
So, like control your spend, still do your ads, still do your email, increase the amount of email and SMS to offset the ad cost.
00:29:38.239 --> 00:29:41.760
But any excess time that you have, go into building those things.
00:29:41.840 --> 00:29:48.639
Like Rob, you were mentioning like your flows, your your offer, your website, your pop-up, optimize the heck out of those.
00:29:48.800 --> 00:29:52.079
Uh plan photo shoots, write scripts.
00:29:52.239 --> 00:29:53.440
This is something I was doing this morning.
00:29:53.840 --> 00:29:54.000
Yeah.
00:29:54.159 --> 00:29:54.719
So I don't know.
00:29:55.199 --> 00:29:58.239
I don't know if you've played with have you played with ChatGPT Astra quite yet.
00:29:58.480 --> 00:29:58.960
I have not.
00:29:59.199 --> 00:29:59.840
What, you haven't?
00:30:00.480 --> 00:30:00.639
Dude.
00:30:00.880 --> 00:30:03.679
I love ChatGPT so much and I haven't touched it yet.
00:30:04.000 --> 00:30:04.639
Oh man.
00:30:04.800 --> 00:30:06.400
Okay, so let me just say this.
00:30:06.559 --> 00:30:10.000
Anyone who's not using ChatGPT I've moved to ChatGPT about two months ago.
00:30:10.079 --> 00:30:12.320
I haven't used Claude in in like two months almost.
00:30:12.480 --> 00:30:12.719
Really?
00:30:12.880 --> 00:30:13.519
That's pretty crazy.
00:30:13.599 --> 00:30:13.679
Yeah.
00:30:13.760 --> 00:30:15.280
Uh ChatGPT number one is way faster.
00:30:16.000 --> 00:30:20.000
It connects to everything, it has skills, it has agents, but also Astra.
00:30:20.159 --> 00:30:22.320
Astra blows everything away.
00:30:22.480 --> 00:30:28.320
And Astra will do stuff for you with high levels of thinking in indecision making.
00:30:28.480 --> 00:30:29.840
How is it like compared to Fable?
00:30:31.039 --> 00:30:33.599
The first version of Fable I had for like three or four days.
00:30:33.679 --> 00:30:34.400
And I'll and I remember.
00:30:37.360 --> 00:30:40.320
I was on a podcast with Dylan that like the day Fable released.
00:30:40.400 --> 00:30:41.760
I'm like, dude, have you used Fable?
00:30:42.000 --> 00:30:42.639
It's nuts.
00:30:42.719 --> 00:30:43.920
And he's like, no, I haven't.
00:30:44.079 --> 00:30:48.719
And then literally, we released the podcast, and the day before the podcast goes out, they shut down Fable.
00:30:49.119 --> 00:30:51.199
I'm just like, and then they brought it back and it sucks.
00:30:51.840 --> 00:30:52.719
So better.
00:30:52.880 --> 00:31:00.559
So Astra, so so here's an example of like if you want to go into build mode, and I I man, I have so many ideas for you right now for your role.
00:31:00.800 --> 00:31:01.199
Oh man.
00:31:01.360 --> 00:31:02.559
So let me give you an example of this.
00:31:02.719 --> 00:31:03.920
This is how good Astra is.
00:31:04.079 --> 00:31:07.199
I wrote an email this morning to go to all of our clients today.
00:31:07.360 --> 00:31:14.800
And normally I send it to Chris on our team, who Chris schedules it out inside of Go High Level, which is our CRM, email, SMS, and all that stuff for anybody who's not familiar.
00:31:15.039 --> 00:31:18.079
And so I was like, hey, Chris schedules out the emails.
00:31:18.320 --> 00:31:20.159
And instead, I was like, you know what?
00:31:20.480 --> 00:31:21.920
I just I use WhisperFlow.
00:31:22.000 --> 00:31:24.559
So I was like, I was like, uh talk to ChatGPT with Astra.
00:31:24.639 --> 00:31:26.480
And I put on like a medium thinking mode.
00:31:26.639 --> 00:31:32.559
And I said, can you take my my my client, my npm client email, and can you schedule that out?
00:31:32.639 --> 00:31:34.800
And in I said in GHL.
00:31:34.880 --> 00:31:36.639
I didn't even say go high level.
00:31:36.719 --> 00:31:42.159
I just said in GHL and can you go ahead and schedule out to go to all of our clients at 11 a.m.?
00:31:42.719 --> 00:31:44.320
And it literally, that's all I told it.
00:31:44.559 --> 00:31:57.199
It's like searching emails, goes into fetches and finds my email inside our Notion Content Studio, finds the email that I want to do, and then suddenly it opens my browser, goes to go high level and it's already logged in.
00:31:57.360 --> 00:32:01.119
It goes to marketing, goes to emails, paste the I'm just watching it.
00:32:01.199 --> 00:32:05.199
It's like click, renamed, next page goes in and it's scouring.
00:32:05.280 --> 00:32:16.480
It's like, there you go, subject line, contact, it hits a drop-down, and then it searches MPM, and then it selects MPM clients, and then it, and then it schedules it for the time, and then it says it's scheduled and saved in drafts.
00:32:16.559 --> 00:32:17.920
Just hit s just hit send when you want.
00:32:18.239 --> 00:32:19.519
I don't even know how to send emails.
00:32:20.480 --> 00:32:20.960
No way.
00:32:21.360 --> 00:32:21.760
No way.
00:32:22.000 --> 00:32:24.159
So then I was like, okay, let me test another thing.
00:32:24.239 --> 00:32:27.119
So we own, now I'm just geeking out and then we'll close on this podcast.
00:32:27.360 --> 00:32:30.239
We own, we have four vacation properties down in Tennessee.
00:32:30.559 --> 00:32:33.199
My wife Kelsey manages all of them in this app called Hospitable.
00:32:33.280 --> 00:32:35.199
It's like a vacation management platform.
00:32:35.440 --> 00:32:37.760
And I was like, okay, this is insane.
00:32:37.920 --> 00:32:40.639
And I said, Hey Kelsey watch this.
00:32:40.719 --> 00:32:45.440
And I said, I've never even talked about Hospitable or our vacation properties at ChatGPT ever before.
00:32:45.519 --> 00:32:52.719
And I just literally said, Hey, can you log into Hospitable, find the inbox, and then go ahead and craft responses to every single conversation that's left on read?
00:32:52.880 --> 00:32:53.199
Send.
00:32:53.280 --> 00:33:03.760
And it's like logging in hospitable, goes in, logs into hospitable, goes to the inbox, goes in, searches, clicks into the conversations, drafts a response, goes in there, like drafting them.
00:33:03.840 --> 00:33:05.599
And I said, Are these responses you would write?
00:33:05.679 --> 00:33:07.280
And Kelsey's like, no.
00:33:07.440 --> 00:33:10.159
It had context to this long thread of conversations.
00:33:10.400 --> 00:33:10.639
Wow.
00:33:10.800 --> 00:33:11.280
Blown away.
00:33:11.360 --> 00:33:15.360
So anyway, I say that because that's what I mean by build.
00:33:15.519 --> 00:33:17.599
I was, I'll give you one more example, one more example.
00:33:17.840 --> 00:33:22.320
I was talking to Johnny Cox yesterday, who's one of our clients with goldsparting.com and crossandhelm.com.
00:33:22.480 --> 00:33:24.159
And Johnny sent me a video.
00:33:24.239 --> 00:33:26.639
Uh he uses he's using Breezeway's ad launcher.
00:33:26.800 --> 00:33:42.480
And he said he just literally tells, he tells chat to go in and analyze his ads and then create ads for the gaps in there, and then go into Breezeway and upload all the different ads to it, and then craft all the headlines and primary text and descriptions in Breezeway.
00:33:42.559 --> 00:33:43.599
No and launch.
00:33:43.760 --> 00:33:45.679
And so he just sends me this video I'm watching.
00:33:45.760 --> 00:33:53.599
I'm like, dude, that I that so it's light, it's writing the copy, not even in a spreadsheet, live time in Breezeway's ad launcher.
00:33:53.840 --> 00:33:54.800
Like I'm just watching it.
00:33:54.880 --> 00:33:58.239
It's like clicked in the primary text, another prime add primary text.
00:33:58.320 --> 00:33:59.599
Another one puts it in there.
00:33:59.679 --> 00:34:03.440
It's just writing the copy in live time, and I'm just watching it for like a minute or two.
00:34:03.519 --> 00:34:05.599
I'm like, now that's moving light speed.
00:34:06.079 --> 00:34:06.880
I haven't done that yet.
00:34:06.960 --> 00:34:08.320
Now Dylan's doing that level.
00:34:08.480 --> 00:34:12.079
Dylan is doing that level stuff, but I haven't seen it done in Breezeway yet.
00:34:12.320 --> 00:34:14.559
And so it's just kind of cool to see our tool being used like that.
00:34:14.880 --> 00:34:16.480
But anyway, that's an example to me.
00:34:16.639 --> 00:34:17.039
Yeah.
00:34:17.199 --> 00:34:31.760
That's an example of like go into build mode, automate things, make your processes even better so that that way when we come out of this time, you have a stronger foundation that you could build upon and you could just hit the NOS and just freaking send it.
00:34:32.000 --> 00:34:32.480
I love it.
00:34:32.639 --> 00:34:33.840
So awesome, dude.
00:34:34.000 --> 00:34:36.159
Ah, well, hey, thanks for hopping on here with me, Rob.
00:34:36.320 --> 00:34:41.920
Anybody who's been listening to this, if you've enjoyed this podcast, uh please do us a favor, give us a thumbs up on YouTube, hit subscribe.
00:34:42.000 --> 00:34:45.199
If you're listening on audio, give us a rating.
00:34:45.280 --> 00:34:49.920
It would mean the world to us as we're on a quest to become the number one e-commerce podcast on the planet.
00:34:50.079 --> 00:34:52.400
It's wildly ambitious, but we're going to achieve that.
00:34:52.480 --> 00:34:53.039
And we love you.
00:34:53.119 --> 00:34:53.599
We appreciate you.
00:34:53.679 --> 00:34:55.280
And we'll see you in the next episode.
00:01:37.280 --> 00:01:42.640
If you're experiencing a really terrible performance on Meta, you are not alone.
00:01:42.800 --> 00:02:02.640
And in this episode, I brought my director of coaching and community who works with several hundred e-commerce business clients of ours to talk through what's happening, when things started happening recently with Meta's performance, but then also five things that you can do about this that are in your control the next time that this happens.
00:02:02.719 --> 00:02:05.760
When sometimes we feel like it's entirely out of our control.
00:02:05.840 --> 00:02:08.080
And so this is a really solid episode.
00:02:08.240 --> 00:02:17.199
When Meta goes down and has issues, this is gonna be your go-to steps in order to make sure that you're doing the right things and you're not putting yourself in a bad position.
00:02:17.360 --> 00:02:18.640
Enjoy the episode.
00:02:21.920 --> 00:02:28.560
So where did you see performance start to get just really bad on Meta with all of the clients across the board?
00:02:28.719 --> 00:02:31.759
Like, was there a particular moment or date that you kind of saw that happening?
00:02:32.000 --> 00:02:36.640
Yeah, I think it all started off right around August 21st.
00:02:36.719 --> 00:02:41.439
And luckily, right, we have Breezeway Bad Day Detector, which is phenomenal.
00:02:41.759 --> 00:02:42.079
Amazing.
00:02:42.319 --> 00:02:43.840
Yeah, taking out the guesswork, right?
00:02:43.920 --> 00:02:52.079
So if we look at August 21st here, Meta first reported a disruption, medium disruption to deliverability.
00:02:52.319 --> 00:03:00.480
And but then as you kind of go along here in the dates, you know, we have this brief period, and then all of a sudden we have a little spike here.
00:03:00.719 --> 00:03:02.800
And right now spiked for like three straight days.
00:03:03.280 --> 00:03:03.840
What are those dates?
00:03:04.079 --> 00:03:08.000
August 26th, 27th, and 28th.
00:03:08.240 --> 00:03:10.639
And so on the 26th was my birthday.
00:03:10.719 --> 00:03:13.040
My birthday was the start of the bad news that was it.
00:03:13.520 --> 00:03:14.000
That was it.
00:03:14.079 --> 00:03:15.600
That has to be the correlation.
00:03:15.840 --> 00:03:22.400
Uh, but but in that little period, it was like, whoa, okay, there is something happening, right?
00:03:22.639 --> 00:03:33.199
And and what's curious is that it doesn't kind of follow that suit across a lot of the brands like that that we see, just a few of them in that period.
00:03:33.520 --> 00:03:35.120
But it's coming around, right?
00:03:35.199 --> 00:03:43.920
But then as we kind of go along, all of a sudden we have September 1st, September 2nd, leading into September, and we have a brief little period of spike.
00:03:44.319 --> 00:03:44.960
What was that outage?
00:03:45.040 --> 00:03:45.759
It looks like it started.
00:03:45.840 --> 00:03:46.879
There was another outage there.
00:03:47.120 --> 00:03:48.640
Yeah, this is a very bad day.
00:03:49.120 --> 00:03:53.520
September 1st says high disruptions with revenue reporting, even.
00:03:53.759 --> 00:03:55.680
What is is that the incident at the very bottom?
00:03:55.759 --> 00:03:57.759
When you click on the incident, what what was the incident done there?
00:03:57.920 --> 00:03:59.920
When you click on that, what what does it say?
00:04:00.240 --> 00:04:03.280
Yeah, the high disruptions with revenue reporting from meta.
00:04:03.759 --> 00:04:09.039
Oh, that so all of the yellow dots, by the way, everybody, are they are reported.
00:04:09.280 --> 00:04:11.360
They are meta reported outages.
00:04:11.439 --> 00:04:18.080
We all Breezeway also monitors like Cloudflare outages, Shopify outages, and any other just anomalies that they're seeing.
00:04:18.240 --> 00:04:18.399
Yeah.
00:04:18.560 --> 00:04:19.840
Uh so that's pretty interesting.
00:04:19.920 --> 00:04:27.200
So Meta on September 1st has a thing, and then that was really the domino of like bloody September, pretty much, right?
00:04:27.439 --> 00:04:28.000
Yeah, yeah.
00:04:28.159 --> 00:04:46.720
But but there's like again, there's there's a few of our clients that are that during this time actually weren't really experiencing the worst days, but right around September 8th, and this is where it starts to get probably where most people advertising our meta are actually starting to feel it.
00:04:46.879 --> 00:04:53.039
September 8th, and then if you just look 9th, 10th, that's like dinosaur level extinction.
00:04:56.399 --> 00:05:00.480
12th, 13th, a cow is getting taken by the UFO.
00:05:00.639 --> 00:05:03.680
I don't know what that symbolizes, but it's not good, I think.
00:05:04.080 --> 00:05:08.560
Well, just really fast here, like really serious question.
00:05:10.000 --> 00:05:12.000
How long ago do you think dinosaurs lived?
00:05:12.080 --> 00:05:13.759
And did you think that they lived?
00:05:14.240 --> 00:05:15.360
Second follow-up.
00:05:16.000 --> 00:05:18.800
Do you believe that aliens exist?
00:05:19.039 --> 00:05:20.560
Oh man, a double whammy.
00:05:20.800 --> 00:05:22.159
It's like the past and the future.
00:05:22.399 --> 00:05:24.159
Dinosaurs, yeah, I believe they exist.
00:05:24.720 --> 00:05:25.200
How long ago?
00:05:25.360 --> 00:05:28.240
I have no idea, but they're the earth, you know.
00:05:28.480 --> 00:05:31.439
And and for aliens, yeah, probably.
00:05:31.519 --> 00:05:32.960
You know, I don't know what that looks like.
00:05:33.360 --> 00:05:34.240
I want to so bad.
00:05:34.879 --> 00:05:39.200
It just tickles my brain in the right way to think that UFOs and aliens exist.
00:05:39.439 --> 00:05:43.840
Well, what's I want to believe it so bad because it's so sci-fi and fun to think about.
00:05:44.159 --> 00:05:49.759
I am that weird nerd that like thinks about though the like light speed travel.
00:05:49.920 --> 00:05:54.560
There's literally no way that anything could ever reach us in a lifetime.
00:05:54.879 --> 00:05:59.280
So it's like if aliens are real, there can't be light speed.
00:05:59.439 --> 00:06:01.439
Like it has there has to be a higher tier.
00:06:01.519 --> 00:06:04.319
So anyway, but going back to I had the logicus there.
00:06:04.560 --> 00:06:04.639
Okay.
00:06:04.879 --> 00:06:06.160
All right, let's get let's get back to it.
00:06:06.319 --> 00:06:07.120
Someone's annoyed.
00:06:07.280 --> 00:06:07.759
All right.
00:06:08.800 --> 00:06:11.040
Atomic catastrophic bad days.
00:06:11.120 --> 00:06:12.079
But but so alright.
00:06:12.560 --> 00:06:13.120
Really good question.
00:06:13.920 --> 00:06:14.800
Do you think nukes exist?
00:06:14.879 --> 00:06:15.600
No, I'm just kidding.
00:06:16.800 --> 00:06:17.439
Let's go back.
00:06:17.519 --> 00:06:17.759
Sorry.
00:06:18.240 --> 00:06:25.199
On the bad day detector, by the way, guys, if you do have the access to this, and most of you should get access to this if you don't.
00:06:25.519 --> 00:06:27.360
And by most, I mean everyone.
00:06:27.680 --> 00:06:31.360
By most, I mean anybody who runs meta-ads and is watching this video.
00:06:31.519 --> 00:06:33.680
The bad day detector is completely free.
00:06:33.840 --> 00:06:36.720
Uh oh, man, I thought it was a thousand dollars.
00:06:37.040 --> 00:06:43.439
Oh well, so it's any this is the one tool in Breezeway that is there is it is free to use.
00:06:43.680 --> 00:06:52.639
If you go to ecommerce tally.com slash bad day altogether, B-A-D-D-A-Y, it'll just redirect you to the the page of this.
00:06:52.720 --> 00:06:55.680
And actually, what's crazy is um it's really cool every time.
00:06:55.840 --> 00:06:56.800
Well, this is probably bad.
00:06:56.959 --> 00:07:10.160
Whenever things get really bad on Meta, Reddit blows up and then Breezeway's traffic goes to like thousands and thousands of visitors because everybody's just using the bad day detector to say, like, is this just me or is this like going really, really wrong?
00:07:10.399 --> 00:07:16.079
Which I think is an important part of what we want to talk about today is like what do you do when things are going wrong?
00:07:16.319 --> 00:07:18.079
And how do you know if they're going wrong?
00:07:18.240 --> 00:07:23.920
So when what Robert's sharing over here, like Breezeway's bad day detector is how we know things are going wrong.
00:07:24.160 --> 00:07:28.399
Because not only does it measure incidences, but you could see here, like, look at some of those bad days you had there, Rob.
00:07:28.480 --> 00:07:28.800
Yeah.
00:07:29.280 --> 00:07:30.160
Those are really bad.
00:07:30.319 --> 00:07:41.199
When we see them clumped together like that, the thing that we have to think about is like, you'll notice there are no meta reported incidences.
00:07:41.759 --> 00:07:53.920
So this is why we built the bad data detector, because it's like we we work with hundreds of e-commerce businesses, and we have a pretty big pulse in the e-commerce alley on when things are going bad.
00:07:54.000 --> 00:07:54.800
But we don't really know.
00:07:54.959 --> 00:08:00.560
And so the Breezeway team was like, hey, well, we have a lot of millions and millions of revenue going through.
00:08:00.720 --> 00:08:02.959
We have a pulse as well when things get really bad.
00:08:03.040 --> 00:08:09.519
And so the bad data detector was literally built out of the fact that there were bad days, but Meta didn't report anything, but we all freaking knew.
00:08:09.680 --> 00:08:11.280
And so it's it's a measurement.
00:08:11.360 --> 00:08:18.480
If anyone's interested, it's a measurement against a panel of successful e-commerce businesses spending millions of dollars.
00:08:18.720 --> 00:08:25.120
And so it's kind of like you're able to know that, hey, even though Meta's not reporting it, we're all conspiracy theorying that Meta's having issues.
00:08:25.360 --> 00:08:31.280
But but Breezeway tells you, okay, even if Meta didn't report it, this is across the board what we're seeing.
00:08:31.360 --> 00:08:33.279
And it's like a CPA anomaly detector.
00:08:33.360 --> 00:08:35.519
And so it's like, anyway, everybody go get it.
00:08:35.600 --> 00:08:36.559
We'll have a link in the description.
00:08:36.639 --> 00:08:38.399
e commerce allot.com slash bad day.
00:08:38.639 --> 00:08:45.200
Oh, and the way to look at the graph too, like here, this anything below zero is actually really good.
00:08:45.440 --> 00:08:51.440
Anything above a zero is abnormal performance or or just not good performance, right?
00:08:51.519 --> 00:08:52.879
Like CPA spikes.
00:08:53.120 --> 00:08:58.559
And so when we're like all the way up here, man, a lot of people are feeling it.
00:08:58.639 --> 00:09:04.240
All of a sudden it goes from an anomaly to this is actually across the board, people are experiencing it.
00:09:04.480 --> 00:09:13.680
And even some of the brands that were really doing well, even back in this period, right around the 10th, weathering the storm, now they're starting to feel it a little bit.
00:09:13.840 --> 00:09:14.160
Yeah.
00:09:14.319 --> 00:09:20.079
But but yeah, Meta's basically, hey, on uh on September 1st, we washed our hands clean.
00:09:20.160 --> 00:09:21.279
We got it taken care of, guys.
00:09:21.360 --> 00:09:22.079
We're all good.
00:09:22.240 --> 00:09:24.160
You know, nothing else happening.
00:09:24.480 --> 00:09:26.480
Yeah, that that's uh that's that's painful.
00:09:26.639 --> 00:09:36.559
And uh depending on someone's watching this, like you know, you may be you may be watching this and it's like months past this or listening, and it's like months past the date that we're recording this in September.
00:09:36.720 --> 00:09:37.600
But this is gonna happen.
00:09:37.680 --> 00:09:39.680
This happens a couple times a year, pretty predictably.
00:09:39.759 --> 00:09:42.480
This happened earlier this year, and like I think it was March.
00:09:42.559 --> 00:09:43.360
It's like a bloody March.
00:09:43.519 --> 00:09:44.000
I think it was March.
00:09:44.079 --> 00:09:45.600
March was pretty rough, March or April.
00:09:45.759 --> 00:09:46.480
It was really, really bad.
00:09:46.559 --> 00:09:46.960
Guess what?
00:09:47.039 --> 00:09:48.559
Last year, same hap, same thing happened.
00:09:48.639 --> 00:09:54.559
So I've kind of observed, and I'll just share this, I've observed that there are two parts of the year that Meta goes ham on product development.
00:09:54.799 --> 00:10:00.319
And when they go into product development, they start tweaking, doing major tweaks, it's pretty predictable.
00:10:00.399 --> 00:10:06.079
It's like the transition from Q1 to Q2, yeah, and then the transition from Q three to Q4.
00:10:06.319 --> 00:10:06.960
That's my observation.
00:10:07.039 --> 00:10:08.480
I don't know if you've seen some if you feel that.
00:10:09.279 --> 00:10:14.080
It's like, hey, we're coming out of Q1, so let's fix some things before we kind of get too close to summer.
00:10:14.240 --> 00:10:18.960
And then we're coming out of, we're about to go into Q4, which is like freaking Super Bowl game time.
00:10:19.120 --> 00:10:34.639
And so because of that, Meta goes in and just because they're grubby little paws on all of these changes, and they're trying to get everything wrapped up before Q4, and then once Q4 really hits, usually by beginning to mid-October, they're just like hands off, we got to let everybody spend all their money.
00:10:34.720 --> 00:10:34.879
Yeah.
00:10:35.039 --> 00:10:40.320
The problem is we all kind of hang in the balance with our dollars on the in between, yeah, and that's the painful part.
00:10:40.560 --> 00:10:52.080
Well, and I don't want to sound like a masochist, but you know, I I try to approach it with like this sense of gratitude where I'm so glad that they're doing it now and not in the middle of Q4.
00:10:52.639 --> 00:10:53.360
Oh my gosh, yeah.
00:10:53.679 --> 00:10:59.919
Like let's say that this actually transitioned to in November, oh my gosh, that would that would just destroy us.
00:11:00.000 --> 00:11:00.159
Yeah.
00:11:00.320 --> 00:11:01.679
Yeah, destroy the momentum.
00:11:01.840 --> 00:11:05.679
So if anything, it's actually a good thing that it's happening now.
00:11:05.759 --> 00:11:07.919
You know, that's kind of the mindset that I tackle it with.
00:11:08.159 --> 00:11:08.320
Yeah.
00:11:08.480 --> 00:11:09.600
Glass half full kind of guy.
00:11:09.840 --> 00:11:11.200
I'm not a massive, I promise.
00:11:11.519 --> 00:11:15.440
Yeah, no, I think that that's I think that's a really good, that's a good perspective to have on it.
00:11:15.600 --> 00:11:26.000
I would say my observation is this anyone listening, if you're experiencing terrible performance, this is the the tra the trail of thought that most people go through in my years of observation.
00:11:26.240 --> 00:11:28.799
And this isn't the last time it's gonna happen again, I promise.
00:11:28.879 --> 00:11:29.840
I'm gonna spoil it.
00:11:30.000 --> 00:11:47.440
Here's what most people do they freak out, they go to Reddit, they freak out more, they go and turn off a bunch of stuff, they get super stressed, then meta recovers, and then their account is kind of wrecked because they made a lot of last minute drastic, hasty decisions, and then they regret those decisions, and then they kind of get back on track, but they've lost a lot of momentum in the process.
00:11:47.679 --> 00:11:53.360
And my whole perspective is to kill everything, which is the first thought.
00:11:53.440 --> 00:11:54.720
It's like, hey, this is terrible.
00:11:54.799 --> 00:11:56.159
And we're more than just a day.
00:11:56.240 --> 00:12:03.279
When it's like a day, you could weather a day or two of bad, but then it's like, okay, this is seven straight days of like that bad and very bad reports.
00:12:03.440 --> 00:12:05.759
It's like, what do you do in that case?
00:12:05.919 --> 00:12:09.440
Well, it's really hard to have mental fortitude when everything is going to crap.
00:12:09.600 --> 00:12:12.960
And so most people go in and they start turning everything off.
00:12:13.120 --> 00:12:18.960
But to turn things off would be to assume that you know that Meta is going to continue having bad days and that things are not fixed.
00:12:19.120 --> 00:12:19.360
Right.
00:12:19.519 --> 00:12:22.000
But for all we know, things were fixed today.
00:12:22.159 --> 00:12:22.480
True.
00:12:22.720 --> 00:12:25.039
And so I try to like keep that in mind.
00:12:25.200 --> 00:12:27.039
Like, I don't know how long this will last.
00:12:27.120 --> 00:12:36.399
Because if I did it every time there was a bad day, there are days where it's like, oh, we had three bad days in a row or two bad days in a row, and then recovers on the third day or the fourth day or the second day.
00:12:36.639 --> 00:12:38.399
And it's like, we don't know.
00:12:38.480 --> 00:12:45.279
And then only when we can look back and say, hey, we actually, it was like two straight weeks of bad days.
00:12:45.519 --> 00:12:47.759
Only when we look back is everyone like really angry.
00:12:47.919 --> 00:12:49.360
We're like, ah, I should have done it.
00:12:49.440 --> 00:12:52.639
This it's like that's just like timing the stock market, it just doesn't happen.
00:12:52.799 --> 00:12:58.159
You have to strategically invest a lot of people call it dollar cash cost averaging because you don't know when it'll be up or down.
00:12:58.399 --> 00:13:02.159
And that's kind of the perspective I have when it comes to meta performance like that.
00:13:02.399 --> 00:13:12.720
Yeah, I I feel like you know, a lot of people they they get that one day where I I didn't have any sales this day, so all of a sudden I freak out.
00:13:12.799 --> 00:13:14.799
I 50% my budget down, right?
00:13:14.879 --> 00:13:18.639
Like I do a 50% cut, I turn this off and this off.
00:13:18.799 --> 00:13:27.759
But then the next day, actually, for a lot of people, all of a sudden they had kind of the counterbalance, which is an abnormally high number of purchases.
00:13:27.919 --> 00:13:29.440
So it kind of balances out, right?
00:13:29.519 --> 00:13:37.279
Like it's all average, and when you do reactions based off of what the future might hold, that meta might have another bad day.
00:13:37.519 --> 00:13:38.720
Well, they will.
00:13:38.960 --> 00:13:43.200
I mean, you know, it's like Murphy's Law, whatever can happen will happen.
00:13:43.440 --> 00:13:47.360
But for the most part, I mean, look at all these other good days, right?
00:13:47.519 --> 00:13:51.200
It's like all these other good days right here, leading up to the point.
00:13:51.279 --> 00:13:53.360
So, like, it will go back to normal.
00:13:53.600 --> 00:13:59.919
And if you look, I just want to even point out right there, if you look at how all the red and yellow everybody sees clumped there on the screen.
00:14:00.000 --> 00:14:03.600
I'm gonna talk through this if you're listening on like on Spotify or Apple.
00:14:03.840 --> 00:14:12.240
There are like red dots, but each red dot gets every time it goes a red dot, a little bit lower red or yellow dot, goes back up to the red dot, but not as high.
00:14:12.399 --> 00:14:16.960
So technically, this would be a downward trend in the bad days.
00:14:17.120 --> 00:14:25.200
So, what it might mean is that Meta made all of the major changes they were gonna do in a clump or right at the beginning of it.
00:14:25.360 --> 00:14:37.519
And so all these new features are getting rolled out, but now they they likely measured and hedged, okay, the worst things are here, and now these are becoming smaller, or they're fixing things along the way.
00:14:37.679 --> 00:14:45.519
So it's like maybe we rolled out all these internal algorithm or feature changes or delivery changes for the goal of better performance Q4 because we made these improvements.
00:14:45.679 --> 00:14:46.399
I mean, yeah.
00:14:46.480 --> 00:14:48.879
I mean, ChatGPT released Astro, and that's insane.
00:14:48.960 --> 00:14:52.720
And Metal also has, they released Muse publicly, they're pushing it now.
00:14:52.879 --> 00:14:54.480
So there's a lot of stuff happening in AI.
00:14:54.560 --> 00:15:02.480
They may have made an advancement and they're like, we just got to pull the band-aid off, and then it's gonna optimize its way, but then performance will get really, really good.
00:15:02.560 --> 00:15:09.679
And so don't be dismayed by this if you're watching, because I promise you, Q4 is about here.
00:15:09.840 --> 00:15:13.120
If you're listening, Q4, we're already here, and it's gonna be great.
00:15:13.200 --> 00:15:13.919
It's gonna be awesome.
00:15:14.159 --> 00:15:14.960
Yep, 100%.
00:15:15.360 --> 00:15:20.320
All right, can you let's talk about what we can actually do when it comes to this stuff?
00:15:20.399 --> 00:15:22.799
Because it's not the last time it's gonna happen, it's gonna happen again.
00:15:23.120 --> 00:15:24.080
What would you say?
00:15:24.240 --> 00:15:27.440
What are some things worth like that you can actually control?
00:15:27.519 --> 00:15:28.480
What are things that you should do?
00:15:28.560 --> 00:15:31.360
Anyone listening or watching right now, performance has been really bad.
00:15:31.440 --> 00:15:33.279
I see the stuff, I have the bad day detector.
00:15:33.679 --> 00:15:36.799
When this happens in a prolonged period of time, what do I do?
00:15:37.039 --> 00:15:40.080
Well, first off, you don't stop injecting ads.
00:15:40.159 --> 00:15:41.440
That's the most important thing.
00:15:41.519 --> 00:15:44.720
I I feel like, you know, a lot of people will freeze up, right?
00:15:44.879 --> 00:15:48.639
We'll be in shock and we're just like, well, I don't know if I should inject ads.
00:15:48.720 --> 00:15:53.759
I don't know if I should continue to have my stuff on, I don't know if I should continue advertising.
00:15:54.000 --> 00:15:56.879
And you don't want to lose that momentum, just like you said.
00:15:57.120 --> 00:16:07.759
You want to be able to continue to make forward progress to get in front of people because ultimately, you know, the foundation that you're laying in September leads into October leads into November.
00:16:08.080 --> 00:16:18.320
And there's no way to get to scale in November if you're shut off in September and then you're barely getting trash in October, right?
00:16:18.799 --> 00:16:22.560
So I would say first and foremost, continue to inject ads.
00:16:22.879 --> 00:16:26.000
Yeah, I look at those as kind of like a they're a non-negotiable.
00:16:26.080 --> 00:16:31.039
Like there's certain bus uh certain things in business you have to determine your non-negotiables.
00:16:31.120 --> 00:16:37.279
For us, we launch aver ads every week or twice a week, no matter what.
00:16:37.440 --> 00:16:42.879
You every single week you should be launching ads the same way that anybody would fulfill orders.
00:16:43.039 --> 00:16:45.360
You wouldn't just be like, I'm gonna skip like three weeks of order fulfilling.
00:16:45.440 --> 00:16:47.279
You know, you'd have a bunch of angry customers on your hands.
00:16:47.360 --> 00:16:50.399
Don't get a bunch of angry meta on your hands, it's very expensive.
00:16:50.720 --> 00:16:51.840
So I would agree with that.
00:16:51.919 --> 00:16:55.039
So no matter what, launch ads despite the performance.
00:16:55.120 --> 00:16:56.240
Okay, what's another thing?
00:16:56.799 --> 00:17:04.000
Well, and when it comes to launching ads, you know, one thing that I would say is a common question that I get is well, what should I do?
00:17:04.159 --> 00:17:06.559
How do I how do I breadcrumb, right?
00:17:06.639 --> 00:17:09.039
Like what what kind of ad do I come out with?
00:17:09.360 --> 00:17:14.400
And I tell a lot of the clients, actually, let's take a zoom back, right?
00:17:14.720 --> 00:17:18.880
Let's look at the month of August and leading up to this point.
00:17:19.119 --> 00:17:21.039
What historically was working well?
00:17:21.200 --> 00:17:38.559
And for a lot of advertisers, you know, you you have historical performance, and so you can see, okay, if this ad set historically has done well and I've been iterating off of this message angle hook concept, then I'm gonna say, Hey, why don't you continue to iterate off of that?
00:17:38.799 --> 00:17:53.599
Now, for some accounts, though, you don't have that historical performance, and so it's a little bit harder to figure out, okay, what do I pursue when you haven't had a long-standing winning angle and you're just you know getting your bearings straight.
00:17:53.759 --> 00:18:11.599
And so in in that case, what I what I tell them to pursue is actually let's take two of the ones that you've been pursuing so far, breadcrumbing off of these messages, but then let's also take like a 50-50 split, go 50% totally new concept.
00:18:11.840 --> 00:18:22.480
So go 50% the trail that you were chasing, 50% totally new concept, and just inject it, you know, see see what happens, see where the spend goes, start to breadcrumb from there.
00:18:22.720 --> 00:18:26.720
But you know, the the biggest thing is don't sit there in despair.
00:18:26.960 --> 00:18:31.519
Yeah, so so what you launch, something you can control.
00:18:31.679 --> 00:18:34.159
We launch more, we can continue launching things.
00:18:34.400 --> 00:18:39.279
Another thing I would say is like what you spend and ad spend percentage should be the true north.
00:18:39.360 --> 00:18:40.000
That's what I believe.
00:18:40.240 --> 00:18:40.400
Sure.
00:18:40.639 --> 00:18:43.760
Like another non-negotiable, so I've we have a lot of non-negotiables.
00:18:44.000 --> 00:18:45.360
We have a lot of non-negotiables around meta.
00:18:46.960 --> 00:18:49.840
Nobody you can't negotiate on these.
00:18:50.719 --> 00:18:53.039
Non-negotiable is launch ads every week.
00:18:53.119 --> 00:19:00.000
Another non-negotiable is control the amount of spend that you're doing, no, and but don't stop spending.
00:19:00.159 --> 00:19:08.000
So, like, because we don't know when Meta will recover, we can't assume that we know that we don't have a crystal ball.
00:19:08.159 --> 00:19:12.079
So instead, we have to control what we can and how much we spend is something we can control.
00:19:12.239 --> 00:19:17.280
So we're huge fans of ad spend percentage as a true North metric.
00:19:17.440 --> 00:19:19.199
And this is also a scale metric, too.
00:19:19.280 --> 00:19:25.199
So like we'll decide anywhere between 15 and 35, sometimes we'll go over 30 to like 35%.
00:19:25.760 --> 00:19:29.679
You pick a 5% range of revenue that you're spending in ads.
00:19:29.760 --> 00:19:31.679
So let's most people are 25 to 30 percent.
00:19:31.840 --> 00:19:38.239
So if I'm in that range, regardless of performance, we will just keep spending that much on ads.
00:19:38.320 --> 00:19:43.679
Now, if it creeps up toward the ceiling amount, then that's the point in which we begin to pull back.
00:19:43.840 --> 00:19:51.039
But we don't go do is just kill everything because what happens is we shoot ourselves in the foot, and for all we know, today or tomorrow, meta fixed everything.
00:19:51.199 --> 00:19:51.280
Right.
00:19:51.440 --> 00:19:57.760
And so, like, and actually the time of the recording of this podcast, this morning for us, ironically, ad performance picked up like crazy.
00:19:58.000 --> 00:20:01.840
And so, so you don't know, so control the amount of spend that you're doing.
00:20:02.000 --> 00:20:04.320
We're not gonna go into how to decide your ad spend percentage.
00:20:04.400 --> 00:20:07.760
Uh, there are there are a lot of like calculations and processes we go through for that.
00:20:08.000 --> 00:20:13.760
If you want to know exactly how we do that, then go to ecommerceality.com and book a call to work with us.
00:20:13.840 --> 00:20:15.280
We teach all of our clients all this stuff.
00:20:15.440 --> 00:20:18.960
But what you spend, you can control, how much you launch, you can control.
00:20:19.039 --> 00:20:20.239
Give us a third one.
00:20:20.639 --> 00:20:36.639
Well, so as as far as things that you can control is like actually doing some work on the business itself, you know, going back to how can you start to supplement some of that loss of ad revenue.
00:20:36.800 --> 00:20:49.039
Well, you start focusing on email marketing, you know, whether that's like improving your your your flows, your designs, your messaging, you know, those are some of the things that I would start to focus on.
00:20:49.280 --> 00:20:55.119
Maybe there's avenues or pockets or or flows that you've been neglecting for a long time, you know.
00:20:55.280 --> 00:21:00.559
Maybe you haven't come out with even a pop-up to capture subscribers.
00:21:00.719 --> 00:21:03.199
This is something that is surprising to me.
00:21:03.280 --> 00:21:06.639
It's like a lot of people aren't even asking for email subscribers.
00:21:06.800 --> 00:21:12.960
And it's like, whoa, you can turn that lever so much better in Q4 when you have them.
00:21:13.280 --> 00:21:16.400
And some people even have subscribers, but they do nothing with them.
00:21:16.480 --> 00:21:19.119
So it's like, I would start to turn focus there.
00:21:19.519 --> 00:21:22.800
Now, you know, are you tracking with me there?
00:21:23.360 --> 00:21:24.159
Yeah, yeah, yeah, yeah.
00:21:24.320 --> 00:21:26.719
So we need to offset ad costs, yeah, essentially.
00:21:26.880 --> 00:21:30.480
So like if ads are kind of in the hole, have principles around it.
00:21:30.639 --> 00:21:34.079
You still launch every single week, you still control your ad spend percentage.
00:21:34.159 --> 00:21:40.559
But even while all of that's happening, go offset ad costs with other non-ad spend related activities.
00:21:40.639 --> 00:21:40.719
Right.
00:21:40.880 --> 00:21:44.719
So, like email that Rob is talking about here is like, hey, email is like free money.
00:21:44.880 --> 00:21:47.840
I mean, that stuff is like you just send emails and you make money.
00:21:48.000 --> 00:21:50.000
But you also need to capture emails.
00:21:50.239 --> 00:21:53.360
We did, I think the last episode or two episodes ago, I don't remember.
00:21:53.599 --> 00:21:56.800
I did an episode on are pop-ups worth it?
00:21:57.840 --> 00:21:59.679
Went really, really, yeah, really, really well.
00:21:59.760 --> 00:22:00.880
A lot of good feedback on that.
00:22:01.039 --> 00:22:02.880
So, like, are pop-ups worth it?
00:22:03.039 --> 00:22:03.360
Go there.
00:22:03.440 --> 00:22:04.320
I talk through the math.
00:22:04.400 --> 00:22:12.960
You should be able to get 10, 8 to 10% of your people landing on your website with a good pop-up to opt in to your welcome offer, which gets you a higher conversion rate and it grows your list.
00:22:13.039 --> 00:22:16.559
If you're getting a thousand people a day to your website, you're gonna grow your list by 100 people a day.
00:22:16.719 --> 00:22:18.639
And so this is like free money.
00:22:18.880 --> 00:22:21.760
Go grow and offset ad cost with other things.
00:22:21.840 --> 00:22:26.480
And I would say this: some people here are probably already doing email already.
00:22:26.559 --> 00:22:28.400
They're sending email, they're sending SMS.
00:22:28.559 --> 00:22:29.519
Just send more.
00:22:29.679 --> 00:22:35.039
Like if you're in a period of time where like meta's just crapping the bed, okay, and you're sending two emails a week.
00:22:35.199 --> 00:22:36.639
Send five emails this week.
00:22:36.800 --> 00:22:38.079
Send seven emails this week.
00:22:38.159 --> 00:22:40.880
And if you're like, well, I don't want to know on my list, it doesn't matter.
00:22:40.960 --> 00:22:43.199
They receive so many emails from so many other people.
00:22:43.280 --> 00:22:45.360
And then also, uh, you could just segment.
00:22:45.599 --> 00:22:48.559
Segment those non-buyers and hit them every freaking day.
00:22:48.639 --> 00:22:54.719
If you're on my list and you've never bought an order, you're getting way more emails than someone that's put placed 10 orders from me.
00:22:54.800 --> 00:23:06.639
I might email them once a week, but if you segment properly everybody who's placed orders and who has it and how many times, you could send seven days worth of emails, and it's not like you're hounding the people that give you the most money and are easy sells.
00:23:06.960 --> 00:23:08.320
Non-buyers, non-openers.
00:23:08.559 --> 00:23:10.000
Yeah, non-buyers, non-openers.
00:23:10.320 --> 00:23:19.119
It's like every email that you send, just resend it with a different subject line to those non-openers, like Rob's saying here, so that that way you just get more opens and more purchases.
00:23:19.280 --> 00:23:20.639
Like you could just do that.
00:23:20.880 --> 00:23:22.480
Even that gets you to seven a week.
00:23:22.559 --> 00:23:29.039
You could technically send three or four unique emails and then send to all the non openers, just make more revenue off of them.
00:23:29.119 --> 00:23:31.760
So, like, offset it by going aggressive.
00:23:32.000 --> 00:23:35.039
Primarily, we'll do that on email and SMS, I would say.
00:23:35.119 --> 00:23:36.960
Or if you really need to uh go run a process.
00:23:37.199 --> 00:23:37.599
Promo sprint.
00:23:37.679 --> 00:23:39.199
Just get real, be like, hey, you know what?
00:23:39.280 --> 00:23:41.519
It is I need an immediate cash injection.
00:23:41.840 --> 00:23:42.559
Cash injection.
00:23:42.639 --> 00:23:44.400
Come with a 72-hour promo sprint.
00:23:44.480 --> 00:23:47.199
You could discount free gifts of purchase, bundle, whatever.
00:23:47.360 --> 00:23:48.800
And then that'll just make you money.
00:23:48.960 --> 00:23:53.360
The goal is to just hold the line while Meta corrects itself.
00:23:53.599 --> 00:23:54.320
Yeah, 100%.
00:23:54.639 --> 00:23:58.320
By the way, I've never heard the term crap the bed.
00:23:58.800 --> 00:23:59.360
You haven't?
00:23:59.599 --> 00:23:59.920
No.
00:24:00.239 --> 00:24:01.519
Is that pretty common?
00:24:01.599 --> 00:24:02.159
I don't know.
00:24:02.400 --> 00:24:04.880
Maybe that was just the coffee household, man.
00:24:06.480 --> 00:24:09.039
So it's like, oh, right on.
00:24:09.519 --> 00:24:12.719
You know where you go to like, you ever been in Taco Bell at 2 a.m.?
00:24:14.639 --> 00:24:15.440
Oh man.
00:24:16.960 --> 00:24:17.360
Oh man.
00:24:17.440 --> 00:24:19.360
Maybe my maybe we're getting too deep here.
00:24:19.760 --> 00:24:22.960
Well, yeah, let's stay out of the bed if it's crap in.
00:24:23.199 --> 00:24:26.159
But uh but yeah, no, you know, that's an excellent point.
00:24:26.320 --> 00:24:27.119
Offers, right?
00:24:27.199 --> 00:24:28.480
Like building out offers.
00:24:28.559 --> 00:24:34.559
Man, if you've been neglecting putting together a bundle offer, if your bundle offer is stale, right?
00:24:34.880 --> 00:24:46.000
If if you've if you know that like your PvP ultimately is like not doing well and it looks like last gen or something, you know, put some attention into that.
00:24:46.079 --> 00:24:51.760
Like control what you can control, make the improvements that'll set you up for a Rockstar Q4.
00:24:52.079 --> 00:25:02.800
You know, and going back to email, one thing that I like hear too often is I don't do email marketing because everyone says that email doesn't do well.
00:25:03.039 --> 00:25:06.159
Everyone says that email marketing is dead, you know?
00:25:06.639 --> 00:25:16.159
And to that I say tell that to the clients that are making 20% of their revenue and their like seven-figure brands off of email.
00:25:16.719 --> 00:25:17.920
Yeah, another thought too.
00:25:18.400 --> 00:25:19.119
And this is another thing.
00:25:19.199 --> 00:25:22.239
Some people think that I'll start email when and then insert whatever.
00:25:22.400 --> 00:25:24.719
I'll start email when I get a list of XIS.
00:25:24.880 --> 00:25:25.920
And it's like, no, no, no.
00:25:26.000 --> 00:25:29.920
You don't just show up to the game and win the game.
00:25:30.079 --> 00:25:32.719
It's like you have to do all the exercise in between.
00:25:32.800 --> 00:25:37.119
And I look at this as like uh in all the practices and run throughs and scrimmages.
00:25:37.199 --> 00:25:42.880
It's like if you want people to buy in November, you need to prime them for that and you have to talk to them.
00:25:43.039 --> 00:25:51.440
Yeah, it's like if you want to ask someone to marry you or seal the deal, there's a lot of conversation relationship building.
00:25:52.239 --> 00:25:55.440
You can't you can't crap the bed in the process of it.
00:25:55.519 --> 00:25:57.280
And you know what crapping the bed is?
00:25:57.519 --> 00:26:02.719
Expecting to get down on your knee and propose to someone that you just met, or that was just like, oh yeah, yeah, yeah.
00:26:02.880 --> 00:26:04.880
I I ran by you in Walmart once.
00:26:05.039 --> 00:26:05.280
Right.
00:26:05.360 --> 00:26:05.519
Yeah.
00:26:05.679 --> 00:26:13.679
That's like the same thing as someone opting into a welcome email seven months ago, getting no emails from you, and then suddenly you're trying to sell hardcore to them.
00:26:13.840 --> 00:26:18.239
It's like, dude, build the relationship every single day for a week.
00:26:18.400 --> 00:26:19.840
It's like, whoa, who are you?
00:26:20.079 --> 00:26:22.239
Yeah, come out of nowhere.
00:26:22.320 --> 00:26:24.079
It's like, man, like, don't do that.
00:26:24.159 --> 00:26:26.400
And in the process, don't crap the bed.
00:26:26.639 --> 00:26:26.880
Yeah.
00:26:26.960 --> 00:26:27.119
Yeah.
00:26:27.519 --> 00:26:30.480
And and I would just invite anyone that's not a believer in email.
00:26:30.719 --> 00:26:38.239
Go to these bigger brands that you know of, either competitors or people that you actually buy from, and subscribe to their email list.
00:26:38.400 --> 00:26:38.559
Yeah.
00:26:38.639 --> 00:26:39.679
And before every day.
00:26:40.159 --> 00:26:42.400
Oh, I get emailed all the time.
00:26:42.559 --> 00:26:43.360
Well, guess what?
00:26:43.440 --> 00:26:44.639
It's because it's profitable.
00:26:44.719 --> 00:26:46.320
They're not doing it just for fun.
00:26:46.559 --> 00:26:46.960
You know?
00:26:47.119 --> 00:26:48.559
So I would say another thing.
00:26:48.639 --> 00:26:55.039
So, like, control what you spend, control what you launch, offset ad costs with non-ad spend related marketing activities.
00:26:55.199 --> 00:27:00.159
But the other thing that a fourth thing I would kind of add in here is like be wise in what you kill.
00:27:00.239 --> 00:27:01.360
Uh, this just happened.
00:27:01.440 --> 00:27:10.639
Like, we had we had a client saying, Hey, my top performing creative, my top performing ad forever, suddenly is not performing well.
00:27:10.800 --> 00:27:11.599
Should I kill it?
00:27:11.760 --> 00:27:13.199
I'm like, no, don't kill that.
00:27:13.280 --> 00:27:15.920
You're just gonna like shoot yourself in the foot because meta's having issues.
00:27:16.000 --> 00:27:18.719
So we have to pretend like all the days of meta's been atrocious.
00:27:18.880 --> 00:27:20.480
You have to almost omit them.
00:27:20.639 --> 00:27:40.719
So here's kind of what I do I go to the bad day detector and I say, if I'm look doing an optimization session, I will look in the last seven days and say, okay, in the last seven-day window of time, what has spent a certain threshold and then like we go 10x target CPA, what has spent that amount and then been below break-even, and those are the things we start to kill.
00:27:41.519 --> 00:27:48.800
But I'm going to omit the days where meta was bad or very bad because it just wasn't a fair run.
00:27:48.960 --> 00:28:00.400
So if you're optimizing and you look at the last seven days, in the last seven days you're below break-even on some of your ad sets, and of those days, five were bad, you don't have any data worth optimizing.
00:28:00.559 --> 00:28:00.639
Right.
00:28:00.880 --> 00:28:04.079
So at that point, just keep calm, launch the things, and move on.
00:28:04.159 --> 00:28:07.440
Yeah, it's not worth killing those things that didn't have a fair run in the first place.
00:28:07.679 --> 00:28:09.440
Yeah, just control budget, right?
00:28:09.519 --> 00:28:12.000
And and did we touch on how to control budget?
00:28:12.079 --> 00:28:12.480
We did, right?
00:28:12.719 --> 00:28:28.320
Add spend percentage, keep impulse on that, and and ultimately not just shutting everything off, you know, not just going from let's say a thousand dollars a day to a hundred dollars a day, or not going from like three hundred dollars a day to fifty dollars a day.
00:28:28.480 --> 00:28:35.519
It's like do it calculated, keep control, and and just hold on because yeah, it's gonna swing the other way around.
00:28:35.599 --> 00:28:36.719
It's a pendulum.
00:28:37.039 --> 00:28:38.880
Goes this way, it's gonna go that way.
00:28:39.039 --> 00:28:40.079
It's just a matter of time.
00:28:40.400 --> 00:28:40.880
Absolutely.
00:28:41.039 --> 00:28:57.840
And I do want to just make sure that we we emphasize one of the things Rob was saying, and I'll add this, we'll just call this the fifth one, and we'll kind of close out here, and that is when you don't know what to do, control spend, control your launching, control what you're killing, do add non-ad spend related things, but then just go into build mode.
00:28:58.000 --> 00:29:03.599
Like when things aren't going well, control the controllables, but then go into build mode.
00:29:03.679 --> 00:29:05.760
We call these uh bricks in the castle around here.
00:29:06.239 --> 00:29:12.000
So a brick in the castle, the concept is like I look at it like we're building this fortress, like this castle, right?
00:29:12.159 --> 00:29:20.159
And if we're building this castle and we have a bunch of holes in the foundation where there are bricks missing, then as the castle gets stacked up, it will crumble down.
00:29:20.320 --> 00:29:23.760
And so a brick is a solid thing that you build.
00:29:23.840 --> 00:29:29.599
It might be a one-time project, it might be an improved process, it might be an automation you set up to make your life easier.
00:29:29.840 --> 00:29:32.400
Go into build mode with all the excess time you have.
00:29:32.480 --> 00:29:38.000
So, like control your spend, still do your ads, still do your email, increase the amount of email and SMS to offset the ad cost.
00:29:38.239 --> 00:29:41.760
But any excess time that you have, go into building those things.
00:29:41.840 --> 00:29:48.639
Like Rob, you were mentioning like your flows, your your offer, your website, your pop-up, optimize the heck out of those.
00:29:48.800 --> 00:29:52.079
Uh plan photo shoots, write scripts.
00:29:52.239 --> 00:29:53.440
This is something I was doing this morning.
00:29:53.840 --> 00:29:54.000
Yeah.
00:29:54.159 --> 00:29:54.719
So I don't know.
00:29:55.199 --> 00:29:58.239
I don't know if you've played with have you played with ChatGPT Astra quite yet.
00:29:58.480 --> 00:29:58.960
I have not.
00:29:59.199 --> 00:29:59.840
What, you haven't?
00:30:00.480 --> 00:30:00.639
Dude.
00:30:00.880 --> 00:30:03.679
I love ChatGPT so much and I haven't touched it yet.
00:30:04.000 --> 00:30:04.639
Oh man.
00:30:04.800 --> 00:30:06.400
Okay, so let me just say this.
00:30:06.559 --> 00:30:10.000
Anyone who's not using ChatGPT I've moved to ChatGPT about two months ago.
00:30:10.079 --> 00:30:12.320
I haven't used Claude in in like two months almost.
00:30:12.480 --> 00:30:12.719
Really?
00:30:12.880 --> 00:30:13.519
That's pretty crazy.
00:30:13.599 --> 00:30:13.679
Yeah.
00:30:13.760 --> 00:30:15.280
Uh ChatGPT number one is way faster.
00:30:16.000 --> 00:30:20.000
It connects to everything, it has skills, it has agents, but also Astra.
00:30:20.159 --> 00:30:22.320
Astra blows everything away.
00:30:22.480 --> 00:30:28.320
And Astra will do stuff for you with high levels of thinking in indecision making.
00:30:28.480 --> 00:30:29.840
How is it like compared to Fable?
00:30:31.039 --> 00:30:33.599
The first version of Fable I had for like three or four days.
00:30:33.679 --> 00:30:34.400
And I'll and I remember.
00:30:37.360 --> 00:30:40.320
I was on a podcast with Dylan that like the day Fable released.
00:30:40.400 --> 00:30:41.760
I'm like, dude, have you used Fable?
00:30:42.000 --> 00:30:42.639
It's nuts.
00:30:42.719 --> 00:30:43.920
And he's like, no, I haven't.
00:30:44.079 --> 00:30:48.719
And then literally, we released the podcast, and the day before the podcast goes out, they shut down Fable.
00:30:49.119 --> 00:30:51.199
I'm just like, and then they brought it back and it sucks.
00:30:51.840 --> 00:30:52.719
So better.
00:30:52.880 --> 00:31:00.559
So Astra, so so here's an example of like if you want to go into build mode, and I I man, I have so many ideas for you right now for your role.
00:31:00.800 --> 00:31:01.199
Oh man.
00:31:01.360 --> 00:31:02.559
So let me give you an example of this.
00:31:02.719 --> 00:31:03.920
This is how good Astra is.
00:31:04.079 --> 00:31:07.199
I wrote an email this morning to go to all of our clients today.
00:31:07.360 --> 00:31:14.800
And normally I send it to Chris on our team, who Chris schedules it out inside of Go High Level, which is our CRM, email, SMS, and all that stuff for anybody who's not familiar.
00:31:15.039 --> 00:31:18.079
And so I was like, hey, Chris schedules out the emails.
00:31:18.320 --> 00:31:20.159
And instead, I was like, you know what?
00:31:20.480 --> 00:31:21.920
I just I use WhisperFlow.
00:31:22.000 --> 00:31:24.559
So I was like, I was like, uh talk to ChatGPT with Astra.
00:31:24.639 --> 00:31:26.480
And I put on like a medium thinking mode.
00:31:26.639 --> 00:31:32.559
And I said, can you take my my my client, my npm client email, and can you schedule that out?
00:31:32.639 --> 00:31:34.800
And in I said in GHL.
00:31:34.880 --> 00:31:36.639
I didn't even say go high level.
00:31:36.719 --> 00:31:42.159
I just said in GHL and can you go ahead and schedule out to go to all of our clients at 11 a.m.?
00:31:42.719 --> 00:31:44.320
And it literally, that's all I told it.
00:31:44.559 --> 00:31:57.199
It's like searching emails, goes into fetches and finds my email inside our Notion Content Studio, finds the email that I want to do, and then suddenly it opens my browser, goes to go high level and it's already logged in.
00:31:57.360 --> 00:32:01.119
It goes to marketing, goes to emails, paste the I'm just watching it.
00:32:01.199 --> 00:32:05.199
It's like click, renamed, next page goes in and it's scouring.
00:32:05.280 --> 00:32:16.480
It's like, there you go, subject line, contact, it hits a drop-down, and then it searches MPM, and then it selects MPM clients, and then it, and then it schedules it for the time, and then it says it's scheduled and saved in drafts.
00:32:16.559 --> 00:32:17.920
Just hit s just hit send when you want.
00:32:18.239 --> 00:32:19.519
I don't even know how to send emails.
00:32:20.480 --> 00:32:20.960
No way.
00:32:21.360 --> 00:32:21.760
No way.
00:32:22.000 --> 00:32:24.159
So then I was like, okay, let me test another thing.
00:32:24.239 --> 00:32:27.119
So we own, now I'm just geeking out and then we'll close on this podcast.
00:32:27.360 --> 00:32:30.239
We own, we have four vacation properties down in Tennessee.
00:32:30.559 --> 00:32:33.199
My wife Kelsey manages all of them in this app called Hospitable.
00:32:33.280 --> 00:32:35.199
It's like a vacation management platform.
00:32:35.440 --> 00:32:37.760
And I was like, okay, this is insane.
00:32:37.920 --> 00:32:40.639
And I said, Hey Kelsey watch this.
00:32:40.719 --> 00:32:45.440
And I said, I've never even talked about Hospitable or our vacation properties at ChatGPT ever before.
00:32:45.519 --> 00:32:52.719
And I just literally said, Hey, can you log into Hospitable, find the inbox, and then go ahead and craft responses to every single conversation that's left on read?
00:32:52.880 --> 00:32:53.199
Send.
00:32:53.280 --> 00:33:03.760
And it's like logging in hospitable, goes in, logs into hospitable, goes to the inbox, goes in, searches, clicks into the conversations, drafts a response, goes in there, like drafting them.
00:33:03.840 --> 00:33:05.599
And I said, Are these responses you would write?
00:33:05.679 --> 00:33:07.280
And Kelsey's like, no.
00:33:07.440 --> 00:33:10.159
It had context to this long thread of conversations.
00:33:10.400 --> 00:33:10.639
Wow.
00:33:10.800 --> 00:33:11.280
Blown away.
00:33:11.360 --> 00:33:15.360
So anyway, I say that because that's what I mean by build.
00:33:15.519 --> 00:33:17.599
I was, I'll give you one more example, one more example.
00:33:17.840 --> 00:33:22.320
I was talking to Johnny Cox yesterday, who's one of our clients with goldsparting.com and crossandhelm.com.
00:33:22.480 --> 00:33:24.159
And Johnny sent me a video.
00:33:24.239 --> 00:33:26.639
Uh he uses he's using Breezeway's ad launcher.
00:33:26.800 --> 00:33:42.480
And he said he just literally tells, he tells chat to go in and analyze his ads and then create ads for the gaps in there, and then go into Breezeway and upload all the different ads to it, and then craft all the headlines and primary text and descriptions in Breezeway.
00:33:42.559 --> 00:33:43.599
No and launch.
00:33:43.760 --> 00:33:45.679
And so he just sends me this video I'm watching.
00:33:45.760 --> 00:33:53.599
I'm like, dude, that I that so it's light, it's writing the copy, not even in a spreadsheet, live time in Breezeway's ad launcher.
00:33:53.840 --> 00:33:54.800
Like I'm just watching it.
00:33:54.880 --> 00:33:58.239
It's like clicked in the primary text, another prime add primary text.
00:33:58.320 --> 00:33:59.599
Another one puts it in there.
00:33:59.679 --> 00:34:03.440
It's just writing the copy in live time, and I'm just watching it for like a minute or two.
00:34:03.519 --> 00:34:05.599
I'm like, now that's moving light speed.
00:34:06.079 --> 00:34:06.880
I haven't done that yet.
00:34:06.960 --> 00:34:08.320
Now Dylan's doing that level.
00:34:08.480 --> 00:34:12.079
Dylan is doing that level stuff, but I haven't seen it done in Breezeway yet.
00:34:12.320 --> 00:34:14.559
And so it's just kind of cool to see our tool being used like that.
00:34:14.880 --> 00:34:16.480
But anyway, that's an example to me.
00:34:16.639 --> 00:34:17.039
Yeah.
00:34:17.199 --> 00:34:31.760
That's an example of like go into build mode, automate things, make your processes even better so that that way when we come out of this time, you have a stronger foundation that you could build upon and you could just hit the NOS and just freaking send it.
00:34:32.000 --> 00:34:32.480
I love it.
00:34:32.639 --> 00:34:33.840
So awesome, dude.
00:34:34.000 --> 00:34:36.159
Ah, well, hey, thanks for hopping on here with me, Rob.
00:34:36.320 --> 00:34:41.920
Anybody who's been listening to this, if you've enjoyed this podcast, uh please do us a favor, give us a thumbs up on YouTube, hit subscribe.
00:34:42.000 --> 00:34:45.199
If you're listening on audio, give us a rating.
00:34:45.280 --> 00:34:49.920
It would mean the world to us as we're on a quest to become the number one e-commerce podcast on the planet.
00:34:50.079 --> 00:34:52.400
It's wildly ambitious, but we're going to achieve that.
00:34:52.480 --> 00:34:53.039
And we love you.
00:34:53.119 --> 00:34:53.599
We appreciate you.
00:34:53.679 --> 00:34:55.280
And we'll see you in the next episode.
