Drop Ship Lifestyle - The COMPLETE Review
Paid Social Traffic Course
This is an in-depth review of Drop Ship Lifestyle's third section by Michael Erickson. This training module covers paid traffic on social media, covering Facebook Ads, Instagram, Pinterest and Twitter.
SECTION 3: Paid Social Traffic Course
Total Videos: 38
Video length: 6 hours 15 minutes
MODULE 1 - SOCIAL PAID TRAFFIC MARKETING FUNDAMENTALS FOR ECOMMERCE
Module 1 total videos: 4. Total video length: 1 hour and 02 minutes
01 - Goals and Getting Help
This video is your introduction to this section of the course. Michael (from Search Scientists) explains what to expect and what the goals are for this Module. Michael introduces himself and his company, establishing his street cred.
(It's quite impressive. For example, Search Scientists falls under the top 5% of PPC Accounts as ranked by Wordstream. And no, I don't know how up to date the info is...)
Michael explains what his philosophy is and how he is going to help you in this section.
Michael then explains some concepts, such as PPC, CPC, Paid and Organic Traffic and where they fit in. Finally, Michael explains that you shouldn't worry if things change in Online Marketing, as "...the Fundamentals Stay The Same..."
(You'll have to judge that statement for yourself... In my opinion, the basics do stay the same, but the optimization methods constantly change - for example bidding strategies on FB Ads. You cannot use the same strategies that worked 5 years ago...In my opinion, anyway. And I speak from experience.)
02 - The Difference From Search
Michael explains the difference between Social Media (such as Facebook, Instagram etc) and Google.
Social media knows a bit more about you than Google, as illustrated below.
03 - Where Social Fits into the Grand Scheme of Paid Traffic
In this lesson, Michael talks about Sales Funnels and shows examples of what to do (and not).
The video covers the theory behind a sales funnel, but doesn't get into the details of how you should actually set your funnel up...
An example is where "The general Order of Priority for your sales funnel" is discussed and Michael tells you to
- "start with people who are actively searching for your product
- then work your way up the sales funnel..."
Excellent advice, but HOW do you do it? Perhaps this is merely an introduction video to sales funnel, so we'll be taught as we go along.
The best piece of advice that I could take away from this video, was to stay away from the following:
- fan-based targeting ads
- interest-based targeting
- look-alike targeting - because none of these audiences have indicated that they want to buy something...
Michael then states that not all ads are equally effective for every store and that he will still discuss the best ways to use each channel.
04 - An Overview of Social Ecommerce Metrics that Matter
Michael stresses the importance of metrics in this video. It pretty much dictates whether you will be a successful marketer or not...
Michael then explains Key Performance Indicators (KPIs), Return On Ad Spend (ROAS), and the importance of Generating Fans and Leads for the long-term growth of your business. You can't fault the guy's theory...
MODULE 2 - FACEBOOK ADS
Module 1 total videos: 17. Total video length: 3 hours and 25 minutes
01 - Mistakes to Avoid From Day 1
The biggest Facebook opportunity is the fact that you have access to detailed demographics data.
Facebook has access to an incredible amount of info on billions of people.
Not just where you live, your age group, income and educational background (to name a few), but also your
- Purchase Behavior
There is a bigger chance at launching a successful FB Ad Campaign if you use the demographics, BUT avoid the following from Day 1:
02 - Account Structure on FB Ads
This video is a basic overview of FB Account Structures, where Michael touches on how campaigns are set out in Facebook.
03 - Strategies for Ecommerce Social Ads
Michael explains the different ad strategies available to you for Facebook.
04 - Ad Formats on Facebook Ads
Michael explains the different product ads that you get on Facebook. They are:
- Dynamic Product Ads (DPA)
- Multi-Product Ads
- Right Hand Side Ads (RHS)
- Newsfeed Ads
- Lead Ads
- Like Ads
- Video Ads
- Mobile and Desktop Ads
05 - What are Facebook Audiences and The Top Ten Audience Priorities
If you area complete beginner at FB Marketing, then this video is a must. Michael explains what FB audiences are and how they can be used.
Michael also walks you through different types of targeting, such as Stacked, Layered, and And/Or targeting.
Finally, Michael goes into detail on what his suggestions are for the Top 10 Audience Priorities.
06 - The 4 Bidding Types on Facebook, and Why Optimized for Objective Gets Used the Most
The 4 bidding types on Facebook are:
- Clicks to website
- Daily unique reach
Michael then focuses on why Clicks to Website is the recommended option and why it is used the most.
07 - The Importance of Campaign Mapping and My Plea to Never Boost Posts
In this video, Michael stresses the importance of staying organized. He gives some handy tips on Naming your Campaigns, Ad Sets, and Ads.
He then walks you through an example of a Campaign Mapping Spreadsheet.
Michale finally gives some advise on why you should not Boost Posts. (You basically give up control for ease...)
08 - Let’s Build Campaigns Tour of the Interface
Michael takes you through the process of setting up a FB Business Manager account and then walks your through the dashboard and features.
He also opens a FB Ads Manager account and shows you the added tools specifically designed to help you with your Ad Campaigns.
09 - Installing the Facebook Pixel for Conversion Tracking, and Dynamic Product Ads
Michael explains what the FB Pixel is, and why it is important. He then dives deeper by focusing on
- Installing the FB Pixel
- Installing a product catalog, and
- Installing a Pixel for Dynamic Product Ads.
10 - Setting up the Product Catalog to Unlock Multiple Conversion Events and Dynamic Product Ads
Facebook and Shopify integrate especially well and therefor have many tools available to make your (marketing) life easier.
One of these tools, is the Product Catalog Tool in FB. Michael shows you how to set it up.
Once you Product Catalog and Product Feed has been set up, it's very simple to create Dynamic Product Ads.
11 - What makes a great Facebook Ad The 3 Rights
Michael shows you how to make a good FB Ad using the Three Rights.
Michael uses a shortcut by starting with ad templates and then editing the ad from there. He introduces you to his two preferred apps that gets the job done.
Michael then also touches on good Ad Copy and images or animations that can be used.
Finally he re-iterates what you need to remember:
- ALWAYS test - you need to know what is working and what is not.
- Use Call To Actions
- FB gives you a lot of space, so use it for emotions, facts, benefits and/or features
12 - Building Your First Campaign Dynamic Product Ads
First and foremost - before you start building your First Ad Campaign, you need to have your Campaign Map ready.
Michael shows you what needs to go into your Campaign Mapping Spreadsheet (shown in video 7), and how to set the different elements up for Dynamic Product Ads.
13 - Building Further Campaigns, Setting Up Audiences the Right Way
In this lesson, Michael shows you how to build a campaign for a sub-set of products (a category of your products).
Top tip: Make sure to target a different audience than your previous campaign. So in FB Manager, you create a completely NEW campaign, not just rehashing an old one.
Michael shows you how to create custom audiences based on people that have visited your store.
In the example that Michael uses, he targets people that have visited your site - so be aware of this. You will need traffic first, before you can set up a custom audience as he has.
14 - What does an aged account look like
This is a very short video where Michael merely shows you an ad account that's a year old. This is to show you what your account will look like.
15 - What makes you a great FB Ads Advertiser
Michael shows you where to get useful data to judge whether your Ad was any good or not. He makes use of the Report Settings in Ad Manager to get a breakdown of his campaigns.
In order to be a great FB Ads Advertiser, you need to remember the following:
- Use the 3 Rights
- Break down dimensions and segments
- Follow campaign priority lists
- Split test (explained in detail in the next video)
- ANALYZE the data and make improvements where needed.
16 - How to AB Test Your Ads in Power Editor and Ads Manager
In this very short video, Michael shows you an over-the-shoulder example of how you can "duplicate" an ad for split testing purposes. (It's not what the title implies though...)
17 - How to take notes on what works, and identify what doesn’t
Michael shows you how to break down dimensions and segments inside the FB Ads Reporting Tool.
Michael shows you how to generate a report based on certain performance criteria as specified below:
Michael then shows you how to use a spreadsheet to extrapolate the data.
Another method (quicker and easier) to see if your ad is doing well, is to go to the Power Editor and checking the Relevancy Score of your ad. If it is higher than 6 it is okay and people are interacting with your ad.
The last place to get relevant data on your ads, is in Ads Manager. Michael shows you where to look for data and how to set it up.
MODULE 3 - INSTAGRAM
Module 1 total videos: 1. Total video length: 5 minutes
01-All About Instagram – And How to Incorporate them Into Your FB Ads Account Structure
The reason why this module consists of a single 5 minute video?
Michael says that everything you applied in FB Ads can be applied to Instagram. It is exactly the same!
You can create an Instagram Ad Campaign inside your FB Ads Manager Account, by simply ticking a box...
Everything else is the same. So you basically create a campaign exactly as you would for FB and then just tick the Instagram option. It's that easy...
MODULE 4 - PINTEREST
Module 1 total videos: 10. Total video length: 44 minutes
01 - Introduction to Pinterest Ads
This video is an introduction to what Pinterest is, and what it has to offer you as an e-commerce marketer. Micheal then shows you what Pinterest Ads (Promoted Pins) look like. (Hint: They look exactly the same, except for the words "Promoted by")
02 - Opening up a Pinterest business account
Michael shows you where to open a Business Pinterest Account and gives a short overview of what you can expect to find on the dashboard.
03 - Remembering Our Marketing Fundamentals on Pinterest Ads
The 3 Rights still apply, regardless of the marketing platform.
Unlike Facebook where people are not there to buy (unless they're on the Marketplace), people are actively searching for ideas on Pinterest because they are looking to buy something.
Just remember: the amount of people Shopping vs Browsing will always lean towards Browsing.
04 - Pinterest Targeting Methods
In this short lesson, Michael mentions the different targeting methods available to you in Pinterest.
They are (based upon intent - from most to least likely to convert):
- Email Based,
- KW Based,
- Lookalikes, and
05 - Four Tips to Creating Great Pins, Everytime
Because Pinterest is not as widely used as Google or Facebook, Michael advises the following:
06 - Two Important Ad Types on Pinterest
In this short video, Michael introduces you to the two different types of Pinterest ads, Promoted Pins and Buyable Pins.
Buyable Pins allows the customer to buy directly from Pinterest (it has a checkout section!).
07 - Turning all your pins into selling machines automatically
Michael shows you how to integrate your Shopify Store to your Pinterest Business Account. This enables Pinterest to access your Products to easily set up ads.
08 - Setting Up Conversion Tracking Pinterest Ads
Michael shows you how to set up Conversion Tracking Ads inside your Pinterest Business Account, by creating Conversion Tags.
It involves copying and pasting code from Pinterest to your Shopify Store, so pay close attention.
Michael shows the different Tags that you can use to track your Pinterest Ads.
09 - Building Campaigns on Pinterest
There are three types of Campaigns you can start on Pinterest. They are:
Michael shows you how to set up a Traffic Campaign in your Pinterest Analytics dashboard. Michael takes you through the steps of choosing your Promotional Pin (in this case his most viewed pin), and shows the targeting options, based on Audience, Interests and Keywords.
He walks you through setting your campaign up, based on Keywords and then further narrows the target audience down according to Locations, Languages, Devices, Genders and your maximum CPC bid.
10 - Analyzing Results on Pinterest
Michael shows you an example of a "live" account where the advertising campaigns were not properly set up. He points out what they should have done so that you don't make the same mistakes.
MODULE 5 - TWITTER
Module 1 total videos: 3. Total video length: 45 minutes
01 - Targeting Methods, Ad Types, Strategy
Twitter is a less popular platform for business users. This has to do with the amount of people who actively use the app as well.
According to Statista, Twitter had 330 million monthly users in Q1 of 2019. Pinterest sat on 300 million in Q2 of 2019, Instagram had over 1 billion users, and Facebook had a whopping 2,4 billion users.
Michael warns that Twitter is the toughest of the four social media platforms to utilize as a marketer, because:
it is not search based
users spend less time on it
the traffic can be challenging, and
the targeting isn't as strong as on FB, Instagram or Pinterest.
Michael then explains the three main ways to advertise on Twitter:
- Promoted Trends
- Promoted Accounts, and
Your targeting methods should have the following order:
- User lists
- Follower targeting
- KW targeting and lastly,
- Large group interests/behaviors/lookalikes.
02 - Tour of Interface, Conversion Tracking, Follower Campaign Set up, Tailored Audience Building, Website Conversion Campaign Setup
The heading says it all. Michael walks you through the above points. All of this is done inside Twitter's Ads Analytics Dashboard. It looks different from the other dashboards and has extra features, but don't stress, Michael walks you through it all.
Once again there is some code to copy and paste during your campaign setup, but apart from that, it's all pretty straight forward.
03 - Analyzing Results on Twitter
Optimizing your Twitter ads follows the same process as all the other platforms.
- split it into dimensions
- eliminate the worst, keep the best
1. First you do you A/B Testing (remember that you change only small things, such as shown below).
Don't change more than two things at a time (such as the image, heading, text). One change is actually ideal for testing purposes.
2. Split Testing Handles - check the performance of each handle and adjust where necessary (keep/kill)
3. Split Testing Interests - same thing as the Handles.
4. Filter the data.
5. Focus on what works and get rid of what doesn't convert
6. Segment according to device. See what works - iOS or Android. Desktop / mobile etc.
The final piece of advice: keep your Twitter ads simple!
MODULE 6 PUTTING IT ALL TOGETHER
Module 1 total videos: 3. Total video length: 11 minutes
01 - The 3 Rights Right Person, Right Offer, Right Time
The first concept that should be instilled by now is the Three Rights.
You should remember 1. The Right Person, 2. The Right Offer, and 3. The Right Time for every single ad you run.
Michael then shows a few good and bad examples of different ads that target different prospective customers in the sales funnel.
02 - Traffic & Landing Pages & Goals
Michael shares some simple tips about Retargeting Ads, and Sales Funnel Priorities and how to put it all together.
03 - The 1 Success Factor in Any Marketing Campaign: Being Active
Michael warns you not to make the most common mistake of online marketers:
- Don't set and forget!
- It's better to have one amazing campaign than five good campaigns you don;t pay attention to.
The best thing you can do is:
- to be organized &
- be active
Remember your campaign mapping, and check your campaigns regularly in order to make adjustments.
PAID TRAFFIC COURSE: Total Videos = 38. Video length: 6 hours 15 minutes
PAID TRAFFIC COURSE
- My Key Takeaways
Highlights of this section of the course include:
- The careful explanation of all the different types of FB Ads and when to use them.
- How to find relevant data on whether your FB ads are a success or not.
- Being shown how to do a Campaign Mapping Spreadsheet to keep track of all your FB campaign data.
- Being shown how to do A/B Testing.
- When to do retargeting.
- Michael covered advertising on 4 different platforms! The average is two per course, so this section beats everyone else in that regard.
However, this part of the course lacks a little in the practical side. Michael keeps telling you how important it is to interpret the data and shows you exactly where and how to get it... BUT, beginners will find it extremely difficult to actually USE all that data to actually improve their campaigns.
It's all good and dandy to know what the problem is, but you also need to know how to fix it...
Content: 8/10 Micheal offered a wide range of topics for this course. I do feel however that certain segments could have been covered in more detail with practical examples.
OVERALL IMPRESSION OF PAID TRAFFIC COURSE
First off: no one else offers ad training on the four biggest social media platforms. That alone deserves a round of applause.
As a certified Google Partner, Michael certainly know what he's talking about, but beginners might want more detail on exactly HOW to implement certain things.
Overall, it is a worthy addition to the course.
Lead Generation is my #1 Online Business Choice
(IMO Less Hassle Than Selling Physical Products)