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Ep. 8 - What You Need to Know About Facebook Advertising & Facebook Pixel with Karan Jassar

Karan Jassar is the founder & CEO of Socioh.com, which specializes in social media marketing for online stores.

Before Socioh, Karan was with Yahoo for 6 years and had the opportunity to work on all of their advertising systems, starting in their display ads team and later transitioning to building their search marketing system (think Adwords but for Yahoo/Bing search). That experience gave Karan in depth technical knowledge of advertising and how it works on the inside, once you ad goes to Facebook, Google, or Yahoo. Now he leverages this knowledge to help online store owners be successful with their advertising efforts.

We talk about setting up retargeting correctly on Facebook and Instagram, creating retargeting funnels, how to think about various potential audiences, the role of creative, and much more.

In This Conversation We Discuss:

  • [1:30] What makes Facebook advertising different from other platforms
  • [3:15] What the Facebook Pixel is & why you should be using it
  • [18:25] Dynamic product targeting
  • [27:50] Why you should be using exclusion audiences in your retargeting

Resources:

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Transcript:

Karan Jassar

Dynamic remarketing ads are the ones that have the highest ROI, or your Return On Ad Spend (ROAS). That's the best bang for your buck, basically.

 

Annette Grant

Welcome to Honest eCommerce where we are dedicated to cutting through the BS and finding actionable advice for online store owners.

 

Chase Clymer

I'm your host, Chase Clymer.

 

Annette Grant

And I'm your host, Annette Grant.

 

Chase Clymer

And we believe running an online business does not have to be complicated or a guessing game.

 

Annette Grant

If you're struggling in scaling your sales Electric Eye is here to help to apply to work with us visit electriceye.io/connect to learn more.

 

Chase Clymer

And let's get on with the show!

 

Today on Honest eCommerce, we welcome Karan Jassar, the CEO and founder of Socioh. And he's going to help us better understand Facebook advertising and the Facebook Pixel.

 

Hey everybody! Welcome back to another episode of Honest eCommerce. I'm sitting next to the wonderful Annette Grant and today we welcome to the show Karan Jassar from Socioh.

 

He's actually joining us all the way from India. Karan owns social media... You know, I'll let him get more into it. But let's just get down to brass tacks. What makes you an expert at Facebook advertising?

 

Karan Jassar

Well, we started social because my wife used to run an eCommerce store in India. And then originally, we started with organic marketing but as you guys all know, that's a dying tactic. And very soon we moved to ecommerce. Sorry. Retargeting and marketing/advertising.

 

And now it's been three years and we run ads for hundreds of stores. Essentially, what makes me an expert is just looking at so many stores' data and helping them in one after another, getting their ads performing better.

 

Figuring out the various pain points, merchants have. Each store is different and just the perspective that you get from working with hundreds of stores, I guess, is what makes me an expert.

 

Chase Clymer

Absolutely. I know that when we met at Unite, we went down the rabbit hole talking about all sorts of fun stuff. So let's start with the basics and then we can get into some more advanced stuff.

 

So lets just talk about Facebook advertising, the platform in general and what kind of separates it from like Google or any other platform?

 

Karan Jassar

Sure. So they both have strengths and weaknesses. A successful store, especially if you want to see in scale (your business), you will definitely need a mix of both Google and Facebook. Google is very intent-driven. If you want to buy something, you're searching on Google for it, if you're not already searching for it on Amazon. I think that's another place where most eCommerce is shifting towards.

 

But outside of Amazon, Google's the place where people start with. So that's great. If you have a pressing need, you want to go find something, you're going to search in Google. We're going to do a podcast, I need a mic. I'm going to start with either Amazon or Google.

 

But Facebook, on the other hand, is great for brand building. It's also great for acquiring new customers that are passive. It's also fantastic for really engaging customers that you've acquired through Google, or through your email marketing efforts.

 

Anybody who's come to your website once, they are in your Pixel now. Facebook's a great place to re-engage with them. That's basically the mix of advertising. It varies from store to store, from brand to brand, from product to product, but essentially, a good mix is what every store needs.

 

Annette Grant

Yeah, so you spoke about a pixel in there. And I know that when I started my store, I had no idea what the Pixel was. I did not have it installed. I still come across lots of stores and lots of store owners that do not have the Pixel installed. So, can you explain to our listeners what the Pixel is, the installation of that and what the Pixel does?

 

Karan Jassar

Absolutely. So I'm going to explain two things, actually, not just the Pixel, but the Pixel and the Catalog. I think, just these two concepts go hand in hand. It's easier to talk about them together. Okay. So a "pixel" is a small piece of code that you embed on your website. And that code, it's really just a copy-paste job. Facebook will give you that code. You just simply have to take that three or four lines of text and put it on your website in a way that every page has it.

Now, if you're on a platform like Shopify, you actually don't even need to do that. All you need is just the ID. And by ID, I mean, it's really just your pixel ID. It's like a numeric ID like a 12 or a 15 digit ID. That's all you need. You can go to your Shopify admin console and put it there in the settings site. And you're set.

 

Chase Clymer

I just want to chime in real quick. That is the reason I'm a Shopify expert. The reason that I started becoming it and working in this ecosystem. Our agency started as Facebook ads for Shopify stores because you could paste that pixel ID in there. And it was done. You didn't have to do the dirty work of getting into setting up all the events and doing anything other than that. I was like, that's mind-blowing. It was so awesome. Yeah.

 

Karan Jassar

Yeah, yeah. So, Shopify does the heavy lifting for you. I agree with you. And I think of all the platforms that we work with, Shopify really just makes it very easy for sellers to get some of the basic stuff done. Now, what does this pixel do? So essentially, this piece of code tracks every user on your website and gives detailed information back to Facebook. So, let's say you're a merchant and I come to your store. I start on the landing page of your store. It's www.store.com and I get there. Now that event is called a "Page View Event."

 

So essentially, every time any page is viewed, that page view event is thrown. Now, as far as you're concerned, as a merchant, an anonymous user came, and threw an event or visited or viewed on-page. Facebook just knows that one user came and they viewed the page through the Page View Event. But at the same time, Facebook also knows who that user is. So, they won't disclose that to you.

 

But Facebook knows that you know, that users Chase or Karan. And so essentially, the merchant knows when a user came, Facebook knows a lot more about that user. Now, let's say from that main page, I navigate to a category. That's another Page View Event. From that category, I click on the product. But that's another event called the View Content. So essentially, a product page results in a view content. Does that make sense?

 

Chase Clymer

It does for me, but I, this is... I'm trying to make sense of it.

 

Annette Grant

Yes. (laughs)

 

Karan Jassar

This is a bit technical so if you have questions, please interrupt and ask, and I can slow down.

 

Annette Grant

No. I think it's good. I think it's more than I've ever known. I just know that I need the Pixel installed because it's going to track my customer. But I've never gone down this rabbit hole before. So I'm learning.

 

Karan Jassar

Yeah, so the Page View Event and the View Content Event tell you if somebody's seen any web page. And specifically, if they have seen a product page, that's the View Content Event. Now, let's say I like what I see and I'm going to add it to cart. Now at that time, Facebook's going to throw the Add To Cart Event.

 

Now it's usually in the industry or people like Chase and me when we talk about it, we call it ATC. It's a really short form for Add To Cart. So it's the ATC event. Now, this event knows not only that Chase added a product to cart, but it also knows which product it was, which variation, which size, which color it was, how much is the cost of the product.

 

So, is it $200 or $50or even $25. So all the details about the product are given. And Facebook already knows who the user is. So now Facebook knows that Chase has come to this website. And he saw one or two or three products. And he added one product to the cart and which one and how much it is for. With me so far?

 

Annette Grant

Yep.

 

Chase Clymer

Yep, I think we need to touch on that Facebook knows what product it is if you set up the catalog correctly.

 

Karan Jassar

Exactly. Yeah. So we're going to come to that. So in the Pixel event, Facebook simply says product ID and product URL and product price, but not too many other details. But it knows the ID, the Shopify ID of the product. Let's continue down the road. Now, after you add the product to the cart, you initiate checkout. That's another event. It's called Checkout Initiate.

 

Now, Facebook knows that the user started to check out. And finally, when you add your payment information, and you've successfully done that, another event is thrown, it's called Add Payment Info. So at this point, Facebook knows somebody came to their website. How many web pages did they see? How many products did they see? Which products did they see? Did they add any products to the cart? Did this start the checkout? Did they add payment information?

 

And finally, when you finish the purchase, Facebook knows that it is a total purchase of $500 with six different products, the product details, the product information. So at this point, Facebook has all the information that they need to know about the user and their behavior on your website.

 

Now, at the same time, there is another activity that you have to do as a merchant, which is to set up a Catalog. Now, a catalog is exactly the same thing as the Google Product Feed. So if some of you are familiar with Google Product Feed, it's the exact same thing. Now, if you aren't familiar with both, I can explain that very quickly.

It's essentially a file that contains all your product information. And by all I mean the product title, the product image, the link to the product image, --which typically is going to be an image that's hosted on Shopify, just the URL of that-- the other images, --not just the first image but the next four or five images-- the price --and the compared price so they know it's the products on sale-- products descriptions, various variations. So, Facebook also groups them as product sets.

 

If your catalog is set up correctly, Facebook will know that you saw three variations of the same product, all of this information you give to Facebook. So now, on one hand, Facebook is collecting information from each and every visitor that's coming to your site, and who they are, what products they saw, which ones they added to cart. On the other hand, they've got a complete catalog of your products.

 

So now they can match that information on their back end. And based on that matching, you will get those ads on Facebook wherein you will see the exact same products that you just saw on somebody's website.

 

You know that's basically how Facebook makes it work. They collect the information on your website about who the user is and which products they saw. And they have your entire catalog saved with them. And offline, they match it and then when you're back on Facebook Google Instagram, they'll show you those products, again, the very same products that you saw on the website.

 

Annette Grant

If you don't have that pixel installed then, all of that customer’s action is just going nowhere being cataloged nowhere. correct? If someone doesn't have this pixel installed?

 

Karan Jassar

Yes.

 

Annette Grant

So that's my warning. When I asked Chase like, "Did I have the Pixel installed?", he's like, "No." I'm like... Wait. So it's essentially like shoppers are coming in loading up their cart and walking out and you never even knew they were there. And if you simply install the Pixel, you'll be cataloging every single person, correct?

 

Karan Jassar

Absolutely.

 

Annette Grant

Oh, wow. Okay. So yeah, there's no... You've got to get that pixel installed like ASAP (laughs) if you don't already. Okay.

 

Karan Jassar

It's like the 101 of Ecommerce. Start with a website. Even before you upload products, upload the Pixel.

 

Chase Clymer

Yeah, I tell that to people all the time if they don't have the Pixel installed. So they're like, "Well, I don't have a budget for advertising." I'm like, "Cool, it's free to collect the data. When you do have that budget, you can start reaching out to those people again, you can build out those custom audiences."

 

Collecting data is king. That's like what have we learned about the Facebooks and the Googles and the Amazons, they're all collecting data, so they can make informed decisions with their advertising efforts.

 

Annette Grant

That is a great point that Chase made is that even if you're not going to start utilizing advertising dollars immediately, you can get that historical data from people that have been to your store. So don't be scared to install it thinking you're going to need to start spending advertising dollars, you can at least start getting that history there

 

Karan Jassar

Yeah, it's absolutely free. And there's another thing. There's a lot of value in that data. Forget advertising. If you go to Facebook's Pixel Analytics, you can actually see how many people came. It's a replacement for Google Analytics, but it's a lot more detailed replacement.

 

So some of this information, Google Analytics will also collect. But what Facebook Pixel gives you is easier to digest. It's far more detail. The pixel will tell you how many times somebody added items to cart, how many people added... Like you can basically make a whole funnel and fully understand where people are dropping off, just looking at the Pixel Analytics.

 

Chase Clymer

You can also look at their demographic information so you can make decisions about your audience.

 

Karan Jassar

Fantastic. Yeah, that's a great point, demographic age, your geographic information, your gender information... And the other good part is Facebook's information is far more accurate than Google Analytics. Facebook because... Almost everybody who comes to your website, they have a Facebook or an Instagram account. Facebook knows who they are, so very accurate information.

 

Annette Grant

Can I differentiate when I go into my analytics, can I differentiate between my Facebook users and my Instagram users because I have more Instagram... I'm heavier on my Instagram following than Facebook is that easy to determine via the Pixel?

 

Karan Jassar

No. What you do get from Facebook is the source. So Facebook will... The pixel will tell you if Instagram drew traffic to your site or Facebook page.

 

Annette Grant

Okay

 

Karan Jassar

So that information you can get but what you can't get is how many what percentage of the users only have Instagram accounts? So basically the source of traffic Facebook tracks and they share that with you.

 

Annette Grant

But does that really matter to me? I mean, they're still my customers, right? So would I care...

 

Karan Jassar

Well, it can guide you... Let's say, you decide not to advertise, it can guide your organic activity. So you basically can get some insights like maybe I should double down on my Instagram efforts because it's been cold.

 

Annette Grant

Okay, gotcha.

 

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Now that we know all the stages of the funnel that Facebook has all those actions and all that data is being tossed around and we've got our catalog setup. Let's talk about retargeting. My favorite subject.

 

Karan Jassar

Yeah. Mine too. (laugh) We share that interest. (laughs)

 

Chase Clymer

Alright. So let's start with just basic retargeting and then we'll get into dynamic retargeting. So, the floor's yours.

 

Karan Jassar

Yeah. So essentially retargeting is the form of marketing where the audience has had some interaction with you. And by you, I mean your brand, your website. Maybe they visited your website, maybe they've purchased from you, maybe they've subscribed to your newsletter.

 

But there is another very simple way of putting it: They are in your pixel, one way or another, you've added them to your pixel. Or you could have also created an audience by uploading your newsletter.

 

But essentially, let's focus on the pixel part. If they've come to your website once, Facebook retains that data for six months. So, for up to 180 days, you could market back to them.

 

So there are basically two types of ads. The cold ads wherein you're trying to find new prospects for your products. But the retargeting ads are the ones... Basically, there is some brand familiarity that's already established. And there is science and research that shows that people who've had an interaction with you are more likely to purchase from you.

 

So retargeting essentially is advertising to people who've interacted with you in the past. And specifically on Facebook, retargeting happens using the pixel data.

 

So once you've installed the pixel on your website, which we've discussed, everybody who's in your pixel, or who's come to your website, and Facebook's recorded their activity on your website, --and that's what I mean by saying that in your pixel-- those people you could show ads. That form of retargeting... That form of advertising is called retargeting. And it allows you to remain top of mind for advertisers. For the buyers. Sorry about that.

 

Now, there are a bunch of ways where you can use this very effectively. Tactically speaking, it's the best way to recover abandoned carts. Has somebody put products in the cart, but they didn't check out or purchase them for one reason or another? A great way to reach them is when they're browsing around Instagram.

 

And that's the perfect time to get back to them. "Hey, man, you forgot something at the cart." It's also a great tool to get back to your audience when you've launched a new product.

Let's say somebody came to your store. They saw some products. And if they purchased or not, it doesn't matter. It's January. You're launching a new line, you launched 5 new products. Maybe it's t-shirts that you designed, either five new additions. It's a great way to get back to those people and announce that new product launch. That's the basics. Let's get into specifics that you have in mind?

 

Chase Clymer

Yeah, let's talk about dynamic product retargeting.

 

Karan Jassar

Oh yeah. Yeah. Exactly. So this is what we've discussed earlier. Let's say you saw three products on the website and left. Now, Facebook shows you those three products, again in your newsfeed and specifically the ones that you saw on the website. So that's called dynamic retargeting.

 

So, initially, when I come to your website you can show me anything, right? And it could be an ad of any product, whether I'm interested in it or not. But when you start showing me specific products that I've seen, that's dynamic remarketing.

 

And the reason it's called dynamic is that you actually don't set up an ad, you set up an ad template. And Facebook replaces the product in the template based on the products that the user has the festivities in terms of all the various ways in which you can remarket to a user, the dynamic remarketing ads are the ones that have the highest ROI or your Return On Ad Spend (ROAS). That's the best bang for your buck, basically.

 

Chase Clymer

Absolutely. And it's honestly not too difficult to just jump in there. You got your catalog setup, you've got your Pixel, and all this stuff is tracking back and forth forever. You can set up this dynamic retargeting ad, pretty simply on your own. Blueprint will walk you through it, by Facebook. Obviously, I've done it a million times for our clients now. But the templates do have some kind of limitations. And that's actually what Karan's product helps with: It's the dynamic retargeting, and we can talk about how it helps right now. I really love what your product does and how it makes the boring images better.

 

Karan Jassar

(laughs) Ah yes. I'm happy to plug my product. (laughs)

 

Annette Grant

(laughs)

 

Chase Clymer

(laughs) No. No. Your product is super cool.

 

Alright, There are a couple of things that I can mention around dynamic retargeting's best practices. Essentially, I think there is a time limit. For the most part, if you have sufficient traffic to your website, do dynamic retargeting for the next 48 hours. I think we, in general, have seen a drop in engagement in dynamic ads after 48 to 72 hours. Now, even though Shopify retains the abandoned cart, I believe for seven days, right? I think after the seventh day they remove the cart.

 

As far as I remember. I could be wrong. But on our end, we recommend that if somebody put items in their cart, and you want to remind them to complete the purchase after 24 to 72 hours maximum, you need to do one of two things. Either try offering them a discount code to incentivize the purchase or alternatively, if that's not an option for you, change the ad and show them perhaps different products like your bestsellers.

 

In our opinion, like, one of the advertising strategies that we use for our customers is exactly this: We use Add To Cart or ATC customers. We retarget them for only up to 48 hours. And after 48 hours, we change the creative to something like either a discount code or will take the top 10 selling products from your website and show them those or we can even... Now we're working on technology where we show them other products specifically from the category that they viewed. So that's also something that we're doing.

 

And as Chase was mentioning, setting up dynamic retargeting is pretty simple, but there are some best practices and some experience that's required. It's good to have somebody like Chase with experience to kinda guide you through the concepts. The basic stuff, however, it's quite simple. You should be able to get it up and running without any issues.

 

Annette Grant

Even the "after 48 hours" and the discount code, that seems a little complicated to me to be able to set that.

 

Chase Clymer

I would say that's probably 200 level stuff maybe 300 level... I mean, I don't want to toot my own horn, but I’ve been doing Facebook since before they had events, I'm almost positive, or maybe I just didn't know about them back then. I've been doing it for way too long.

 

Annette Grant

Do you... I have a question going back to... I know, you just said you should send out a discount code 48 hours after the Add To Cart (event) Do you recommend a certain percentage? What's the tipping point for the percentage? Is it 10%? Is it 20%? Where do you see the most success, especially after an add to cart?

 

Karan Jassar

Yeah. Two parts. One is that the discount code is really specific to each product and each store.

 

Annette Grant

Okay.

 

Karan Jassar

Some merchants actually have enough margin in the product that either we do a discount code right away. We will not target the customer for 24 hours. And we will just start with the discount after 24 hours. And in some cases, we wait up to 72 hours because their organic cart recovery is already very good.

 

So it really depends upon what your current cart recovery rate is, and how we push it forward. As far as discounts go, in terms of percentage, we seem like the maximum difference at 25%. But that's just a number. It's not something that every merchant can do, it really depends upon the product. But 20% is good, too. We find less than 10% pretty useless. I think 10% is the bare minimum you need to start. Below 10% it's a waste.

 

Chase Clymer

I just want to point out. I know that some people don't have the margin or they build a brand that they cannot discount on and there are other ways to incentivize purchases. You can offer free shipping, that's not a discount. You can offer a free gift. That's not a discount. You can get creative with it.

 

Annette Grant

Okay.

 

Karan Jassar

Absolutely, I think the idea there is... Actually, there are two things you want to do. One is to incentivize them in any way you can and discounts are one of them. But Chase covered other good ideas. The other thing is also in almost every ad, try and create some urgency.

 

If you're doing something, you could play with the ad copy and include things like "Sizes selling out. Limited inventory", "Limited inventory: We're selling out fast!", stuff like that, that creates some urgency. And even when you do do the discount code, try and make it only for 24 hours. So, don't use a generic discount code like "OFFER20".

 

Make it a little bit complex like "AXV", do a randomly generated code, but at the same time, at least in the ad copy just try and create false urgency. It doesn't really matter if it expires in 24 hours or not. It's just human psychology. "If I have endless time, what's my hurry? I'll do it tomorrow." And you're actually paying for that message to get out. So you want the sale sooner.

 

Annette Grant

All of that would be automated, though. You would set up the ad where it knows that that customer is at the 48 hours and it would show them that ad with that discount code. Is all of that automated?

 

Chase Clymer

You can automate it but there is a caveat there with like doing a dynamic discount code that automatically is created and then turned off within a window like that, requires a third-party app.

 

Annette Grant

Okay, I was gonna say that was getting a little crazy for me there.

 

Karan Jassar

Actually, my recommendation is, don't turn it off. Let it be. I mean, if you're okay with giving the discount, and you've already acquired this customer. Let it be. I mean, you can just... Okay, we're on Honest eCommerce perhaps this is not as honest. (laughs) But at the same time, we still have to do things to sell more.

 

Annette Grant

Right? You're willing to give the discount at that point in time, why at the 27th hour? Wouldn't you be willing to do that? I agree with you on that. It's just creating that sense of urgency to the customer.

 

Karan Jassar

Yeah. And as far as automating it, I think Facebook allows you to do it reasonably easily. So what you would do is you would segment your big pixel audience. And by segmenting, what I mean is, you'd set something like this: For people who added to cart in the last 48 hours, show this ad. And in a separate ad set, you'd set for people who added to cart in the last 72 hours, but not in the last 48 hours, and have not purchased, show them this ad with the discount code.

 

And it sounds more complicated than actually is. Essentially, it's fairly easily doable. If you've done it once, there are tutorials on YouTube you could follow. Our app actually makes all of this just a few clicks operation. There is enough help available it actually sounds more complicated than actually doing it.

 

Chase Clymer

Yeah. It's a simple "if this then that" statement if you want to get down to like the logic behind it. And you touched on something there that I want to really bring up because I know a lot of DIYers aren't doing this. You need to use exclusion audiences. So what he just spoke about where it's like "and they haven't purchased", that's an exclusion audience. So showing these dynamic retargeting ads...

 

Like you don't want to show someone who actually went through that purchase this ad. That'd be a waste of your money and they'd be like, "Well, I didn't get the discount. I want a discount. What the hell?" You want to make sure that you set up the exclusions. So this is the basic one like if they have purchased don't show them an ad, you know what I mean? Like you don't want to show people ads when they've already purchased from you recently.

 

You don't want to give them an excuse to be upset with you especially for offering a discount code 48 hours later. But there are other things to consider. Like, if you know that there's an audience, --like part of your audience or a part of your customer persona that like, isn't your customer like these people actually do not buy from me-- set up exclusions there, save yourself a few dollars. I mean, anytime you can get down into the data and understand like, who isn't purchasing and why they're not purchasing, just start setting up exclusions and saving money.

 

Karan Jassar

I agree. And you know, in terms of actually being successful with Facebook advertising... The difficult part is not getting your ad right. The difficult part is going to this learning that Chase touched on, which is figuring out how to most effectively segment your audience into various categories.

 

Figuring out your good buyers versus people who are not worth advertising to. And then making sure that each segment receives the correct message. And you avoid wasting ad dollars on people who are not your potential buyers. And again, I mean, all of this can be done effectively with Pixel.

 

Just to give you an example, Pixel allows you to segment people even by the time spent on the website. So people who like the bottom 50% or 25% of people who have not spent any time on your website, they just came and left, maybe saw one page and left, you could exclude those if you have limitations of the budget.

 

But if you don't have limitations on budget, even in that case, you should segment those and send them a different message...

 

Chase Clymer

Yep.

 

Karan Jassar

...the people who are highly engaged with your website.

 

Chase Clymer

I'm loving this episode. This is so much fun.

 

Annette Grant

(laughs)

 

Karan Jassar

(laughs) So even with the events that Facebook does give you out of the box, you can further customize them by saying "Give me all the people who did page view more than 10 times". So they saw at least 10 pages. And you may want to give them a separate message in your creative. "And then give me all the people who have added to cart but not purchased." And maybe this is after the 10-15 days you've tried the discount, it's not working.

 

But maybe these guys are a great audience to retarget when you actually have a sale going. So even if they're like three months old, it's okay. But there was a time when they were so interested that they added products to cart, but for whatever reason, they didn't buy.

But now that you're having a sale, this is a great audience to get back to. So the trick in advertising and success and not just remarketing but all advertising is segmentation. Segmentation based on buyer behavior, segmentation based on your on-site behavior, segmentation even based on what products are most often sold, most often viewed versus a bunch of various parameters.

 

Chase Clymer

Yeah, I mean, that's the difference.

 

Karan Jassar

That's where the value comes from engaging with somebody like Chase or myself or talking to an expert. This is the knowledge that we can give.

 

Annette Grant

Right. Go through, if you don't mind, now that my head is like spinning with all these things... And I mean, Chase has obviously gone through all this with me before. But can you share with our audience how you price these things out if they were to engage specifically with your company?

 

What's your pricing look like? Share that with them, if you don't mind. Because I'm overwhelmed. I'm like, it sounds like someone's gonna have to sit in the back, into my Facebook for hours on end. And this is going to be tens of thousands of dollars so if you can share that.

 

Karan Jassar

Oh no. Not at all. (laughs) So we are actually not an agency, we're a tools company and our entire bread and butter and our entire focus is making these things very easy. So we want to make the nuts and bolts just transparent for the user. You should be able to come to our product with an objective in mind and be able to execute that without becoming an expert on the nitty-gritty of Facebook ads.

 

So our basic product is actually free. You can automate your organic marketing completely. You can run Facebook ads, dynamic product ads, even conversion ads, although we've not completely rolled it out to the free users yet. Using our product is free, there is no money involved there. The only money that you pay goes to Facebook and you paid directly to Facebook.

 

But then we sell something called Designed Catalogs. Now, this is a strategy that Amazon uses and all the big brands are beginning to use following Amazon's lead. And what we've done is we've just automated that strategy for all sellers.

 

Essentially what we do is we allow you to control your catalog and the presentation of that catalog. So by default, out of the box, your product images are shown as your ads. And you can write text around it, maybe you can put the price label on it.

 

But if you go to our website socioh.com, you'll be able to see how we can change your product image into an ad that looks like it's been designed by a designer. But at the same time, we do that at scale. So, even if we have 5000 products, we will design an ad for all your 5000 products in like five minutes and make it into a catalog and give it to Facebook.

 

Chase Clymer

Let's touch on this real quick. The basic retargeting ad from Facebook is only going to show your first image in your product... Usually product on white and it's very boring and people are so used to seeing that stuff in their feed. So then you use a tool like Socioh and it redesigns those images for you. It's A - Going to stand out and B - and I'll let Karan talk about this, you're going to see an uptick in conversions.

 

Karan Jassar

Yeah. So essentially, and let me address the pricing patterns. The basic product's free. We do give you a limit on design catalogs, you get one design catalog out-of-the-box for free. And then you can get one more if you leave a review for us, hopefully positive, but any review. And then after that our paid product started about $50 And that gives you five, design catalogs.

 

And then we have a product, a price stack for $200 wherein we will also do the design for you and help you optimize that design and even give you some guidance on how to run better advertising.

 

And finally, on our website, we have a managed services plan that starts at $300 but we're actually going to stop that pretty soon. We find that we're much better at giving you the science and automating the mundane stuff for you.

 

And when it comes to actually running advertising, if you need help, talk to somebody like Chase. Use our tool to do the stuff that's hard to do by hand. But talk to an agency, let them craft a strategy for you. And we can help you execute that strategy very easily with the tool So that's the pricing and the value prop for each pricing tier.

 

Now, going back to the point that Chase was talking about, there is this phenomenon called creative fatigue. And what it is is banner blindness. If you see the same product two/three times in a feed, by the third time you ignore it. If you see the same ad more than three times, by the fourth time you are just blind to it. You'll just scroll past it. And what we do is we make it very easy for you to design catalog after catalog after catalog.

 

So your ad always remains fresh, your messaging is different. And you can basically in the catalog itself put any marketing message that you want. So we have catalogs for bestsellers, for new arrivals, for discount codes, for coupon codes, for sales for, daily deals... And each one of these is designed to grab attention in the feed. And that helps improve your return on that.

 

Chase Clymer

And that's what separates a successful Facebook plan from a non-successful one. You know, these creatives, these exclusions are going to take your return on ad spend from like a one-to-one to like a 10x you know what I mean?

 

Karan Jassar

Yep.

 

Chase Clymer

Awesome. Well, Karan... I think this might be one of the more insightful shows that we've had so far. Annette's head is literally spinning.

 

Annette Grant

Yeah. But in a good way. (laughs)

 

Chase Clymer

Yeah. (laughs) Anyway, thank you so much. Is there anything that you want to share with our listeners? I think we talked about coupon code before we started getting into it.

 

Unknown Speaker

Yeah. So, for all the listeners of the show, if you use the coupon code, honestcommerce, we will review your creatives. And we'll kind of do a concierge onboarding and will help you design creatives and kind of give you feedback on what you can do to improve your advertisements.

 

Chase Clymer

Awesome, thank you so much. I'm gonna have to have you back.

 

Annette Grant

Yes, thank you. We appreciate your time.

 

Unknown Speaker

Absolutely, there's more stuff we can talk about budgeting and funnels that’s like the two or two, three or three stuff. All right. So I'd be happy to come back anytime.

 

Annette Grant

You're done. It's on. We'll send you the calendar invite after.

 

Chase Clymer

Thanks so much.

 

Karan Jassar

That's good.

 

Annette Grant

Thank you!

 

Karan Jassar

Nice chatting with you. Bye!

 

Chase Clymer

We can't thank our guests enough for coming on the show and sharing the truth. Links and more will be available in the show notes. If you found any actionable advice in this podcast that you'd like to apply to your business please reach out at electriceye.io/connect.

 

Annette Grant

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