Car Finance Case Study

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Transcript

really going to finance in terms of so when we’ve done this before for finance was really good

because car finance a lot time everybody wants it but not everyone can have it yeah so it was really good for actually finding who your perfect customers are and then you cross cross match it with the intent audiences like looking for car finance or or whatever it was and yeah we worked really well for us we got really really good value leads yeah and all the ones that came through where the right types of people and because we need based on that look alike audience that it was there were the kind of people that we want to target and we found actually because that’s a good example of google versus facebook where we were getting leads on google for was it like 2018 2018

to 20 quid and it was all that stacked up for them and it sounds a lot for free in terms of the night i was kind of our target wasn’t

and then we did that look like we have 10,000 customers that they was about 10,000 wasn’t it not far off yeah and then we impose it in face with credit look like and then it was like five quickly

was particularly

and then if i remember rightly it converted to a sale just that fraction better than the google ones it was like yeah we treated it as like it’s the same quality yeah no it says we’re already talking about a half percent yeah yeah hops and well but yeah interview was was just as good so that customer acquisition we just slashed by like for a quarter essentially it wasn’t it was quite pricey in here

The Benefits Of Facebook Ads

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Transcript

About or Facebook or three things is when the targeting because we’ll talk a bit about the media in terms of in terms of the then and also the different ways you configure your ads as well. flexibility there. Yeah. And also obviously in terms of the cost. One of the things obviously whilst as PPC and Google search is great, often it does come at a price. Really, it’s a case of but but then it does tend to convert better to lead us as a case of really going through and if you are gonna be doing both on this tracking it all the way through to which of those leads that come through, you actually end up going to business

Google Ads Vs Facebook Ads Vs Instagram Ads Vs Linkedin Ads

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We discuss the differences between and the benefits of each ad platform. Why we wouldn’t put all our eggs in one basket and some of the experiences we’ve had using each platform.

Transcript

Hello and welcome to this week’s talking ads and today we have got a little vs vs vs

you can see why the title say we’re going to go through Google Ads versus Facebook ads versus Instagram ads versus LinkedIn and we’re going to kind of take a little segment about dive in on each other’s as well so it was meant to be my last episode today my people spoke to your people I was I was having trouble with your agent on my image rights and stuff so that was but then we struck a deal and got an extra week yeah so I’m here till next week everyone was going to be four o’clock and a half to so yeah I’m still not sure what has happened

just more convenient for me

Yeah exactly. And Shall we start with Google yes okay yeah so

the benefits of Google Ads over like the socials in

that people are actually searching for say if it’s a mortgage, mortgage whatever that someone has got that intent so you can’t really tell if they’re ready to remark it already to mortgage they could be in that early research phase but they are obviously looking in that moment

probably could argue that Facebook gives you that as well and not in that exact no yeah same context of it and so then nothing does be Google ads for that conflict of wanting something there and then yeah and that’s where the art comes in in finding the right keywords or yeah terms of someone’s propensity to buy as you say something like mortgages yeah you can still do that research phase absolutely early on so it’s nice knowing what you know definitely so really good example actually was when I was doing that pension annuity suitable the pension changes for years ago we were spending a hell of a lot of money on annuity stuff and really cheap clicks and cheaper leads on annuity calculator, but in terms of cost per acquisition, they were a lot of times

We’re not 55, they were like 30. They were kind of working out what would my new TV my pension when I’m 55 the client was he can do anything with them so it’s like it’s not always going after the cheapest lead or she was clicks. It’s like you say there’s intent behind it. Yeah as well.

So yeah, definitely a really good one. I’d say if you’re going to do it, make sure your remarketing on the socials as well. So yeah, get in front of someone looking for like life insurance or whatever it is. But if you’re not remarketing so that’s obviously when they’ve been on the site and then they come back and go into Facebook or Instagram. Obviously people that have been on our site they’ll see our remarketing ads. So with Google, I just wanted to show a couple of bits on screen of just the most common mistake that I see. So I mean sort of Google Ads now and it’s when it comes to like, put in those

keywords.

In might have to just check them in a search campaign bear with me saying

so here we are. So I’ve put in this is a test one have done earlier so

I think the ways

why it’s important to say what a lot of people do if they have not done a lot of Google Ads before they’ll jump in a lot, right? I want someone for like who wants re mortgage advice okay and they leave it and they put it in like that and the problem is if you just put it in like that, that is called like a broad match and that will match to anything remotely related to re mortgage so people asking for mortgage advice would be covered in that which is not obviously what you’re after. So if you put these brackets here so really mortgage

so I can’t really see your spell

these brackets that’s like an ever put the brackets right

That is an exact match so only if someone searches re mortgage advice nothing before nothing after nothing in between then your ad will come up but obviously depending on the amount of volume would be whether you do that or not some keywords that or exact search terms that you know convert well that I like your bankers use that but before so if I’m starting something new never done it before I’ll do some broad match modified is we mortgage

so I’m putting the plus right

or phrase

okay so the total with the pluses is anyone that searches anything that includes re mortgage and advice or anything in between in any order before anything before after. So it could be who gives the worst re mortgage advice it was still come up well yeah, it gives the best Who can I speak to for remortgage advice. Those are come up for phrase as well so be

good.

sample of broad match modified over phrase will be where can I get advice if I want to remortgage now comes off, the advice came first when we go with phrase, it would have to include it in that order those two words together in the order is important as it is there. Yeah. Does that make sense? Yes. Yeah. So they’re the most common mistake. So how I normally sell something that I’m not done before I’ll use broad match modified, and I’ll check the search term report. So you’ve got search terms up, hey, I have this is a test account. So in search terms, I don’t think I’ve run any ads on this in in your search term report. It will show the actual searches that have come up that people have clicked on your ads. Yeah, that’s if you did that broad match that first one you’ll see all this random, so anything related to

so doing that on a daily basis and then checking any things that you don’t want it to come up forward and you can block them they’re called negative keywords. So it’s kind of like a daily job really.

of checking what happened yesterday maybe some of those ones that you saw converting maybe you want to be added as an exact yeah maybe you want some to be negatives that don’t come up again you’re always constantly making that better

hopefully that makes sense so that’s the most common mistake the second most common is like whacking too many keywords in for your budget yeah thank you I need to cover everything you’re doing this we have that one client that business finance thing we district it right back did a couple of broad match modified and what they were getting much more value Cindy has given everything so yeah, that’s my kind of top tips on Google and Yeah, you’ve got that intent in that moment. But I think Tommy going to talk about Facebook where we’re finding now the we’re matching intent with

waiting around for the right people because of the the interest target so yeah, absolutely. So yeah, it’s basically what I love about or Facebook or three things is one retargeting because we’ll talk a bit about the media and

terms of in terms of the then and also the different way you configure your ads as well. flexibility there. Yeah. And also, obviously, in terms of the cost. One of the things obviously, whilst as PPC and Google search is great, often it does come at a price really, it’s a case of, but but then it does tend to convert better to lead us as a case of really going through. And if you are going to be doing both on this, tracking it all the way through to which of those leads that come through, you actually end up going to business because it could be even though your cost per lead could be three or four times higher for Google AdWords because that intent is so high it could be essentially better value and getting to cheat leads through a different platform we find Facebook does seem to work quite well for us yeah, and the people we work with but that’s that’s not to say you know, in other industries as well you can get lots of cheap release and cheap interest but yeah, it doesn’t convert to business and there’s not really much much much value in it. So the targeting while about Facebook and the targeting is obviously in terms of the targeting parameters Facebook gives you to start with you can do by location your interests as we sort of said in terms of Leslie on mortgage is going to unlock

products are remortgages by two. Let’s first time buyers. The way it’s all configured are saved audiences by understanding people have liked or interacted with other pages that are linked to remortgages also, in a way that in terms of visiting sites that have the facebook pixel on there that you know, give information on remortgages in the in the data there as well. Yeah, so I mean, we’ve always found Facebook’s own audiences to be lot pretty accurate yeah it’s all the click through rates we’ve seen a pretty good yeah running remarketing ads out to remove the audience to click through rates. Good, we suggest the audience is actually pretty good. Yeah, pretty relevant.

Well, the other things you can do as well is actually do things with custom audiences. And your own data also need to make sure in terms of all permissions, right, and privacy policies are up to scratch and everything else GDPR they can take your customer data put it into Facebook and you could advertise to those customers if you wanted to. Could be really good if I took out like a mortgage products but haven’t been able to do in real life insurance or something else because especially if they already know your brand, they already know you and that’s actually sometimes that’s half the battle. Yep, we’ve seen a lot

senses so you could pull that data into Facebook and then let’s push to sell and life insurance if you know that you have been able to sell it to them and at the first bite yeah we can also do is take that that list of your own customers and Chris was called a look alike audience based on it so that’s in terms of okay so say if you didn’t want the the cross selling thing or so you’ve got this group of people that you know really good customers for you you can put them into Facebook obviously they’ve just taken up mortgage with you so you don’t want to try and sell them a mortgage. But you may want to sell it to people to look exactly like them. Yeah, based on in terms of their demographics, their interests and everything else like that in terms of, you know, thousands of different you know, attributes rolled into one yeah, to amalgamate this audience that’s the perfect customers for what you’re really going to finance in terms of so when we’ve done this before for car finance was really good because car finance a lot of time everybody wants it but not everyone can have it. Yeah. So it was really good for actually finding who your perfect customers are and then you cross cross match it with the intent audience is like looking for car finance or or whatever it was.

Yeah, we worked really well for us. We’ve got really, really good value leads. Yeah, and all the other cases where the right types of people and because we need based on that look alike audience that it was there were the kind of people that we want to target. And we found actually because that’s a good example of Google versus Facebook, where we were getting leads on Google for, what was it, like, 2018, 2018

to 20 quid and it was all it that stacked up for them. And it sounds a lot for free that in terms of the note, I was kind of our target wasn’t

and then we did that look like so we have 10,000 customers that they was about 10,000 was not far off. Yeah. And then we impose it on Facebook, right? They look alike, and then it was like 545

and then if I remember rightly, it converted to a sale just that fraction better than the Google and it was like yeah, we treated it as like it’s the same quality ya know, it says we’re only talking about a half percent yeah yeah. Helps me But yeah, interview was was just as good so that customer acquisition, we just slash

By like, for a quarter essentially wasn’t it was quite pricey India so they good example of yeah those look alikes but it was we’ve tried it obviously they look like with like 100 people and just not as good yeah obviously have the luxury of 10,000 people and then we don’t climb they lend an exact rate for everyone didn’t know so it kind of that’s why it was so important for them to get the right people in though there wasn’t much living room the type of people I want to lend to yeah

so yeah absolutely that’s you have to talk to us right what are the Facebook in terms of say about the media in terms of in the way you can construct your ads you can start your ads to do lots of different things you have to have video ads you know image ads, you have them on a carousel showcase different products that’s what you want to do here

but also the different objectives in terms of some can be drawn to landing pages on Facebook lead forms is not something that we’ve done not we’re not we’re not really that keen on it does not to say that you know, it wouldn’t work and also obviously what we do a lot to drive the message of the chapter

Yeah. And again, depending what people do want to do if they want to do this kind of community building thing, getting people to like your page or join your groups is pretty strong. Yeah, you can mix and match call to actions. Try different different images with different ad text. And yeah,

it’s, it’s pretty comprehensive. And the platform itself has got a lot there. And last few years. Yeah.

And finally, the good thing about Facebook we found the cost Yeah, and we will find it to be pretty, pretty good value

in terms of yes, sometimes you can get a low cost per thousand impressions and then a decent add to go with it.

And then obviously, a decent landing page. If you’re doing it that or a decent chat bot, then you can produce really, really good value lead. One thing I didn’t mention about the Google Ads is you’ve got a couple of lines of text as your ad whereas with Facebook, you’ve got that whole you know, that luxury for granted. Really all got that massive luxury of a massive image, a load of text as well. A call to action, the headline everything If so, yeah,

comment.

So what have we got with Google ads? Don’t people tend to ignore them? Jesus being fair of their data and IP address? So yeah, I think I can’t see who that was. But ya know, I think some people do but everyone is different. And then when you’re in that mode, let’s take our finance if you are in that is different brands and the internet for something you really need and something that is nice to have. Yeah, if you’re in that mode, you really need the best car finance deal. I’m pretty sure people are going to be afraid of what we know for a fact that they do some people Yes, definitely. Some people

will not like our remarketing Yes, on Facebook, they’ll be like, Oh, you’re following me around. This is awful. But you don’t you don’t have to sell to everyone. You mom. No, absolutely. No, you just need enough business for it to be profitable. It’s not about selling to everyone. Like there’s not a client that we’ve worked with that needs to sell to the whole book.

UK to make profit so especially the like the self employed brokers we’ve got here that I wouldn’t have that as a worried. And if they don’t click with Google Ads you’re not going to pay anything it’s on a cost per click you did perfect. So if they don’t, then you’re not missing out. I hate that. Yeah well one of the common things we here as well as it Pete people say all will I will I never click on the outs and whichever engine finish loads people say that and yeah I mean I’d say I often don’t click on ads or I didn’t used to

but millions of people do you

balance she doesn’t really like no that’s how Google make money if people didn’t then yeah some people advertisers are worried that you’ll get a load of fake clicks yeah I think Google stamped out a lot i was

i was contracting with this is quite a few years ago with a solar panel installation company and someone from the same IP address when they were in their offices clicking our ads yeah I’m going to cost us one click yeah and the end so refunded it the next day yeah proceed.

Without us needing to do anything

they are pretty hot on that. So to answer that question if they don’t click you don’t get paid

don’t just put all your eggs into one basket don’t just do Google Ads

yeah i think i don’t see that as an issue I’ve actually changed on Google as well now if I’m shopping stuff I would always click on the paid ad yeah if you get a better deal like I found when I go to school not been skiing recently last year when you’re searching for to high school get when you get out there type in ski higher all the paid results offer better deals that you find anywhere else because once you’ve paid once they

once they paid for your click, as it were, it’s more important for them to get your money. So suddenly the the deal that I was then offered was cheaper than I could find anywhere else because they they probably paid for five quick much like so suddenly they were trying to push me through this other kind of this different kind of customer journey and you know it works and now actually if we’re ready to buy bit more, more

Another question so we’re going to come on to Instagram the minute so really good question is Instagram really good option is the demographic a little young

so before we all got opinion on this I mean I’m on Instagram, it’s my portable I know Chris Ducker it’s his favorite he’s older than me

it is young and trendy birth again you can set if you’re doing ads you can set the parameters like so if you want to just comment and let us know what you do if it is mortgages so sorry on our software doesn’t come up who’s who’s put it otherwise I might know the internet in the comment what you do because if it’s if it’s mortgage you can set like when we’re doing the mortgage stuff we’re setting like age groups in terms of your ads like 30 to 40 or 40 to 50 or 25 to 30 so you can set that when it is as if you’re doing that organic then maybe that is that is an issue for more if I was just if I was so Andrew and Peter have a nine to

10 rule like 90% of your effort in one platform so for us it’s our Facebook group so if you were doing mortgages and you achieve I’ll probably wouldn’t choose Instagram for organically or free stuff yes our mortgage advisor meaningful BTL rest he remembers about so I’d probably in terms of ads I think

like try it you don’t need to run it for a couple of days well this mega chicks if you spend if you would 50 pounds break your business I’m guessing answers give me know would 50 pounds be worth spending to find out if you could get two three leads on Instagram If the answer is yes to that and just try it for a couple of days to the interest interested in so when you advertise on Facebook platform the interest know they would not break it break their business so good yeah just try it like there’s no i i’ve got to the point now with with all of this Where is I don’t have an opinion but I don’t I like to be proved wrong and I want to I’d rather

be proved wrong. Yeah, I started doing the same stuff. Yeah, I’d rather be proved wrong by the numbers always. And then it happens all the time. This is how often do we sort of getting out the you know, half an hour that we sort of you know that one of us has done it and we saw think I’m not keen on that. Yeah because x y Zed yeah we run it and it was really want ya know there is some as I still don’t like yeah we put out and it perform really well. Yeah and I’m so glad we put them out because it’s because you’re already well yeah it’s you know, advertising to you Even so, like we always try and think of who our ideal customers when we’re sort of talking to people but even if you think they won’t like it just try it anyway because you can turn it off laughter yeah you could spend five pounds and or like with our messenger stuff we like don’t want our average cost per message we want to be a five pounds we know that it may be for every four messages will get one really good lead to 20 pounds a lead for Mr. mortgage. That’s pretty good. But then if it’s over get an ad and it’s been 1015 pounds and not got a message then we’ll switch off Yeah, and then we’ll

Will dissect that and think, right, what was not right about that and try something different. So it’s not don’t just write off Instagram. I don’t like it for advertising as much as Facebook, but then we’ve spent more money on Facebook. So yeah,

interesting on the youth thing as well, in terms of that, that demographically probably is correct. Is that Facebook is a younger person’s platform. Yeah. And but thing is, what’s it didn’t necessarily doesn’t necessarily help right now, the younger those young people are getting older. Yeah, I think so. I sort of fiscal face but when it first came out about 1617, and you know, now I’m 29 could every mortgage so yeah, a couple of time. Yeah. So Facebook advertising to remove your old me would have been relevant because I’ve grown up with that platform Instagrams, a little a little bit younger, maybe a thing but it’s the same sort of, it’s the same same principle. Yeah, absolutely. Just a note for add people commenting I’ve put a link in hopefully it’s come in the description that if you click on that and accept and we’ll be able to see who you are when you comment and then I think because then we can put them I think we can put them on the screen like we’re

Law and then we’re done that thing where I can’t get rid of it yeah so cool awesome questions we you Did you finish on face yeah I think

so

I think the police officer we did last week Didn’t we did the test if you carry on talk

I will get those results

so we did an Instagram story Tesla what Allison that’s come to us last week one with no text on the ad in the story and one with a little bit of text and and we wanted to see kind of how it was before because we saw an ad from Andrew and Pete and they had like next year’s

Anya and they had put it in as a story format but it it really didn’t work it wasn’t kind of designed for a story because you can do it and obviously Facebook and then it will just you can click the tick the boxes and it will just

Apply on to every platform but if you do that with Instagram Stories it doesn’t really work if you got to last week’s episode you got to see that but they kind of had like the image was in the middle with blank space and those loads of tax wonderful still got the maybe thing here

this was it so there was no like more like to see more and I think I’ve always said I am a massive Instagram user I therefore in love Instagram ads and Instagram was a platform but I think when it comes to stories if you get it right it’s really good if you get it wrong it’s really not the right mind me saying enough and so hundred people that if they did that right it would be beneficial to kind of

like Who am I to tell you guys what to do but because they had a social media correspondent there he was there to create fo mo

and then if they just use or her footage as the Instagram story out of thing quite cool. Um, but yeah, it’s kind of about we on this. What was that?

called the software that you use to do

Oh gosh,

it’s on the it’s on the ad itself as a coupling coupling. That’s right and and that kind of automatically does it so you you feel the screen on someone’s phone and I think that it’s a lot better because it looks more authentic it kind of integrates well with stories in general if you’re flicking through story that comes up it’s great if someone didn’t realize it’s an odd thing or was this and it’s kind of immediately got their attention whereas if it’s something comes up his bat doesn’t look great image doesn’t feel as loads attacks or not. Probably not gonna do anything else with it. And I think as a user of Instagram and someone who’s on it quite a lot I would say that Yeah. Music if you’re going to do it, you got to get it right which is little things like filling the space not too much text because Instagram always use an image that platform people don’t want to read load yeah and and yeah, I would say leading on site is the kind of visual side of things so just making

Towards a good image, good quality relevant and then if you have any text to add there is the caption kind of area and that number that’s kind of secondary to that image does come first you’ll see that and realize that’s what people are going to see if I seemed to kind of grab people with that and then kind of any actual information could be kind of in the caption area on so yeah so I was saying cool so yeah my wife got my test results so so obviously it’s not financial services it’s I’m promoting a podcast so don’t take this as gospel yeah this is just the tests that I ran and is a different ads there’s not there’s not a proper test but i thought was quite interesting to share. So I’ll just

share what I did here right Okay, so let’s go back one so I’ve got my normal brokers and this is for in the Facebook feed. And then my Instagram store actually turn off this morning so indicating that it’s not as good so my Instagram story

Overall was 84 pence per landing page view are sending them to the podcast page whereas my normal sort of Facebook feeds of 26 p so some people would argue that and if we look here my chat my god episode is like

26 p on average and some people say maybe

my face is not as attractive as Jodi’s and that’s my

face on that also that ad is her saying along the lines of this and how I got million multi million pound property yeah so it’s a more exciting add anyway so maybe I need to test I could actually because God was half screen I could probably fill an Instagram story with that so might be a better test maybe I’ll do that for next week if I forget time

but yeah so my Instagram story I What was interesting not a fair thing because they wouldn’t it wasn’t like pushing them both out evenly. So that’s a pause one and run the other but

So there’s barely any difference in cost per landing page view between the Walmart has the title on it we have some text so you can see this is the one I didn’t coupling with it later

yeah so it’s got the ultimate podcaster brokers and yeah might so when you talk about good image my face probably not

running along those lines it feels it doesn’t it looks cool yeah and then obviously I did the other one show it

is not enough data but the cost per clicks which cost of a landing page views what exactly the same yeah and I have I did get so it’s really up with a podcast it’s hard to it’s not like generating a lead I don’t know if someone’s listen to the whole podcast I can’t tell ya do landing pages but in terms of

that so

I’m going to stop I’m also not going to run that ad because my Facebook feed ones are better cheaper like 26 Pm to four times as cheap but he’s you know he tried it I’m Yeah, exactly. So

more of what my spent so I know so when we’re going back earlier about it I spent 13 pounds and 46 pens to test that Instagram story and and I’ve learned something from that yeah the modern workplace isn’t good it

is

but just in general what so what would I do differently so I may be delightful I can test that exact copy that with god yeah I could also get subtitles arms we talked earlier about I don’t listen to I do have my sound on for stories yeah so add subtitles they’re going talking what I’m talking about yeah maybe if I use my page rather than the lead engine so it was more personal Instagram stories so many things that you could you could definitely try there. So if people are interested in in those experiments, I’ll keep doing them. I know it’s obviously not a fan of services. I’m promoting a podcast or whatever so it’s not

too

truly

going to educate you and say, This is what I should be doing whatever and they looked yelling, do

we get pretty much all our business from that initial click? Yeah, on LinkedIn.

So I know there are some b2b people in here as well. There’s also mortgage people that want contractors and stuff like that.

So LinkedIn is a great platform you can advertise on anything that’s attached to like your profile. So we obviously advertise people that own financial services businesses. In fact, I’ve got my I did a presentation on this the other week for a conference let’s just bring that

hopefully

this is what we target so you can see that if people in the United Kingdom owner co founder sales manager market, you know, basically either sales and marketing directors or owners with up to 200 employees and in fact of

Change that now because our sweet spot, you know, working with those bigger clients, everything moves so slowly so that when someone’s got like four or five advisors, that’s kind of our sweet spot that we can provide really good value that they can be quite agile and move quite quickly. And then obviously in financial services, but you can target against skills groups,

so you can target a job title, maybe contractors, yeah, in London. And again, it’s about trying it. And I think I’ve got something in here. Here’s my best performing ad. And you can see my cost per click on there’s one panel, one Pence, LinkedIn recommends you bid on cost per click,

and they recommend about five pounds of click that we bid on 1000 impressions. And we do in Facebook.

So that is, again, quite low. Normally it’s between sort of 1520 quid was you say average CPM? Yeah, terms of I’d say yeah, into the 2020s maybe a little steep until you get 15.

Quick when you when you talk about Facebook yeah Facebook the CPM to solve looking for really that eight to nine 912 13 so much yeah and bosses share on LinkedIn is essentially a high click through rate so you look on there one 1.34 i mean you know I don’t think we’ve ever had one on Facebook the last night yeah I am covering my face on this one okay that could be yeah not that yeah no but but generally speaking we see far high click through rates even so that CPM is a bit higher yeah but the click through rates so much much better as well which doesn’t make you think you could argue that that’s actually best to go folks at least you’ve got more intense yeah you know the meeting even more more costs and get rid of them but if you’re getting more clicks based on the audience then you would do on Facebook

and on my in my in my tool for this I say look i’ve talked I’ve got those people are targeted them I know they’re my ideal customer their financial set their own financial services business in the UK and it’s cost me what 218 pounds to get 217 of them on my website and then

I’m remarketing to them for me that is cracking value.

So just depending on obviously what you do, and again, testing that testing now just making sure that the results do come back yeah unlinked is an issue. You want the b2c as well, people think because LinkedIn is a b2b play. Yeah. But you have to target people, because you can target them from your job, which obviously doesn’t make sense, given the parameters. Yeah,

but especially since Facebook, you can target people by their potential, they potentially earn what you used to in pre GDP. I used to be able to do things like what people’s perspective potential or perceived sorry, household income was, yeah, you can’t really do that on LinkedIn. You can obviously, you know, maybe what a sales director in London would earn on average. Yeah, yeah. And also, you know, when, when you’re on LinkedIn, you’re not there. You’re not thinking, Oh, I’m a I’m a marketing manager. So all I’m looking at these things are marketing managers. You still are human, you know, yeah, I still do have things outside of work that can capture your attention and so it shouldn’t necessarily be automatically dismissed.

From that point of view and I can tell about somebody while a job absolutely absolutely and you can remark it on there we really knock it on so I did you know you could look at not having like one of these is the best in terms of the title of this episode is Google versus Facebook as in service LinkedIn,

I think like we use all of them for like our appetite for that one purpose so it’s this is not putting all your eggs in one basket and just you have to keep an eye on I think that’s the the thing of like getting someone else involved in my sort of people hire us is a lot of Satan that the technical stuff is not really that difficult is it it’s the it’s the time consuming of this that obviously that creative of being doing something that’s going to stand out and working on you need to like just because really good at writing a snappy as you need that you need all those bits but all those things can be taught. I think that is quite time consuming. Just keep an eye on stuff and if

The more you grow the more money you spend the more time you’ve got a source of the experience on the metrics as well yeah we can say immediately that if you have a not point x and click through rate that’s great yeah yeah in terms of how long we may be run ads when you know years ago years years ago with rerun things that you know, I think you’re not point 2% click through rate was okay. Yeah, just to find that actually, it’s not Yeah. And CPM as well, as you know, you may previously years ago we thought CPM of 16 quite was quite good. Yeah. Now we know that actually we consistently should be expecting better than Yeah, yeah,

absolutely. So so most things as well it’s just all time isn’t working. 32 minutes for this episode. might might make it into a podcast episode. Okay.

Hopefully we haven’t talked about the visual stuff too much,

because otherwise we’ll

we’ll go over to make it more descriptive. Yes, yeah, absolutely. Anything else? You think we should sort of anyone’s got any comments?

They want they want to jump in on anything we haven’t covered obviously if you’re watching this on replay just pop it in the comments were actually monitoring those so more than happy to jump in and reply on those as well but yeah that’s given everyone a bit of an overview

all the platforms

show so yeah definitely check out the current podcast episode David Thompson he we are going to be having an event with him I was chatting to him yesterday that is definitely going ahead

I just need to get the details ready and when that’s going to be relieved the be before summer or after so either may or September it’s gonna be it’s not going to be like a ball just cover costs whatever, you know, if I’m thinking around 30 quid a ticket or something like that the guys that are doing one to one training with me they’ll get a free ticket and I’ll speak to you guys

definitely check that out because he is like I you know, selling your business for 5 million. I think it’s 5 million I keep saying man I’m yeah.

seven figures is what a lot of people get into business for. He’s got like time freedom, he can do what he wants. I think, you know, learning from those sort of, yeah, I’m just a lovely bloke as well really. It’s really every every is funny because I every note that I meet millionaires all the time. I know about three.

Yeah, all of them are just lovely. And they just want to help other people as much. So this is an absolute ton of value in there. So definitely check that out. And definitely, if he can come and meet him, we will do everything we come to make the date work for as many people as possible. Good. And then I don’t think I have an interview this Friday, I think a week on Friday. We’ve got Amy Woods she’s all about content repurposing, but it’s called content 10 x. So it’s like amplifying that original bit of content. So taking like this video and then putting into a podcast. Yeah, putting in too many clips and things like that.

So that’s what her business does so she’s going to give us a load of in some tips on that next week on the podcast Roger Edwards he’s an international financial services and marketing speaker What is his official title but that’s what he does he spoke at the Uranus summit and he was I think don’t quote me I think it was marketing director for scotch widows at one point okay but historically always in financial services and marketing awesome really cool guy so all that to come. I’m definitely a last week

yeah, definitely some sort of surprise and yeah, we hopefully getting rid of you.

Yeah,

bye.

002 – Talking Ads – Advertising Strategy

002 - Talking Ads - Advertising Strategy
002 - Talking Ads - Advertising Strategy

Talking Ads is a live show where my team and special guests discuss the adverts we have seen recently and whether we love or hate them.

I’ve selected some of the more interesting topics and concepts that should give you a great insight in to how to make your ads more effective.

You’ll need to join a Facebook Group to watch Talking Ads Live – https://www.facebook.com/groups/1612904965454759/

Hello. Welcome back for Episode Two of the lead generation for financial services, a podcast. And this week, we’re going to be looking at some of the clips from our show. Talking ads is all about advertising today. My name is Alex Curtis. And this show is designed to help financial services, businesses of all sizes, give them new techniques, strategies, tactics to generate more leads for their business so they can scale and grow. So today you’re going to learn how you can make a better ads for whether it be social media or for Google and some of the strategies that we found some of the things that we liked about those things we didn’t and other things we think we could do to improve it and make it better. So we’ve got about five clips for you today. And we’re going to each one will have a different concept and I’ll talk in a bit more detail before and after each clip. So here we go.

Okay so clip number one is something that I’m not hundred percent sure about. So this is where we discuss is Google or Facebook listening do they use our devices are you know, I’ve got the I’ve got the Alexa and the office without Google Home hub thing. And we also have our phones that can listen to our conversations and they could potentially pick out words if we’re talking about specific brands or we’re talking about specific specific products we want to buy the technologies that they could listen to that and then they could fill our news feeds with ads based on that which is probably

a little bit weird little bit creepy. But do they do it we I think I discuss a coincidence or a couple of coincidences happened to me. And also I’ve I pop this question into a Facebook group, part of a good Facebook ad hacks. So there’s lots of Facebook advertisers in that group and I set a poll and ask their opinion on I’ll share the results of that.

After playing this clip, so here’s the first clip. is Google Facebook listening to our conversations? Okay, yeah. So this is the one so I’m sorry. Yeah, you know, you know.

So the reason I bring this up is that I’m looking at gene online recently, but I do love Jane and remember we were having a conversation about this particular gene the other day and we’ve got a Google

Home Have you can

see it not quite so some people record that these pickup what you’re saying and we’ll put you in an advertising is based on using Oh, I guess we’ll carry one yeah, ran with us. I always thought

they definitely can’t do that after especially after working with Facebook and the whole privacy smell GDPR thing they go on. Yeah, I just thought if they were doing it, they wouldn’t be doing it now because

It just doesn’t feel right. Yeah, that won’t be was fine. But it happened to me I think the other day when we’re on talking as my battery or something and then I saw an app on my phone for a battery on YouTube so it’s like a couple of times that feels like too often to be a coincidence

so

that is a i didn’t i mean i i haven’t had it so obviously we’re always on the lookout for ads the day I doing this, and I’ve I’ve never noticed it for myself.

It’s you know, having taught us a particular brand a particular product and then suddenly seen it come up in the next few days so the jury’s still out on that

yes happened to me before I don’t want to believe it so I don’t

sound it out but I didn’t have it well I’d love to know like how it how they do it and I guess really interesting Well, I mean, it would be fairly easy for them to do is they can pick out of the can recognize words there’s normally after you say

Ok Google

obviously can pick up audio yeah he’s always listening

that she can pick up on Google Play Music

right now

this is obviously listening all the time. But is it picking out words like monkey 47

we literally had a conversation about gin the day before I saw the

other members you’re running an experiment this week on what saying saying obscure specific brands or products so definitely advertise like I didn’t want thinking about like PlayStation games

Red Dead I really want to buy Red Dead Redemption to my ps4.

Okay, so first thing to say is that I never saw an ad for Red Dead Redemption, too. So that’s one thing that’s come out of it. And also let’s talk about the

results from that pole in the Facebook group. So

the the post that I put out was guys can you help me out with your opinion is Google or Facebook listening to our phones or smarts because listen to conversations about brands then says serve ads off the back of those conversations. And then the options I put was Yes. Don’t be so naive and no, no they wouldn’t. They would absolutely wouldn’t do that. And then someone else added another option was no, this would cost more than it’s worth. It was interesting that some of these people’s opinion were that they could if they wanted to, but it’s not worthwhile. Ok. So the overwhelming favorite was Yes, don’t be so naive. So when actually put a comment in a saying it’s in the terms of service I’ve not seen that actually so

be worth having a look at that they’ve actually saying in their terms of service that they can do that. Okay. So we had 18 people said yesterday is only six people said no, they wouldn’t do it.

And five people said no, it would cost more than it’s worth. So kind of interesting that a lot of the marketers thought, this is something that they do do. Okay, so our next clip is talking about using ads to get in front of people that you already know about, or they already know about you. So I guess this is one ideally for if you’ve got a software, if you’re a SAS business, within financial services, that and you’ve got like a freemium version of your products that you could and these in this example, they advertise to us, despite us already using the software that we’re using the free version that they’re trying to get us from free to paid by totally all the features. So it’s not always about advertising to a cold audience. You can advertise to people who are already maybe even in your email list. And so here’s an example here’s the clip where we discuss this tactic on is Yeah, and I find it quite interesting so we use HubSpot for sort of like a

affect you think about the outcome of our CRM and some sort of our marketing functions

and the yeah and here it is sort saying how HubSpot works with slack. I mean we’ve started using slack pretty pretty recently for use of you know for certain functions but I literally saw like after I think getting back and been away downloaded it yesterday or Monday and I was interesting so so obviously HubSpot and those are use HubSpot I know HubSpot knows I must use slack and but I don’t use slack and HubSpot together. So someone’s trying to sell me kind of the selling the the integration so I use more both because we both use free versions of either side. So it makes sense for them to market to the free versions in order to monetize me or us yeah, if that makes sense. In terms of the movie slightly more use HubSpot the more we’re probably going to evolve that if you like and the the paid version software is quite quite interesting them in terms of its I’m, I’m quite an easy sell to I’ve already got my details and know who I am. They know I’m using these two products. So you know, I’m an advocate of the brand if that makes sense to be like sem.

To do it to us quite a lot we’re we’re on in an awful lot still market to it and it’s almost like in terms of they’ve already monetizes they’re already getting our money is almost like they want to make sure they keep getting our money on the subscription

and I think that’s what works in a similar sort of way so almost marketing to your I mean whether cause a client or not I don’t know terms we use their service we don’t we don’t give them any money yeah, so it’s something they’re trying to get us obviously trying to get me to use both more use HubSpot more. He’s more integration post op. So as time goes on, will will will the time come where we bump up to our premium package, you know

how to use slack and hotspot together

okay, so there we have it. So kind of an interesting concept not always about finding brand new customers can be used for getting people warming people up, I guess those those kind of people using the free version of software and getting them to spend a bit of money with it. Okay, so our next clip features a special guest we had Steve follow.

To is a video producer. And this is a topic that we talked about and when it comes a cop comes up quite a lot when we discuss about having because you can manage your Instagram ads within Facebook and then when you put your hands together they go in certain different places and we always talk about having a different strategy for your Instagram ads and saying have a different campaign for it. And this particular one is where we’re talking about Instagram stories and the size of video so fairly on clip but so real good value in here. If you’re advertising when you do Facebook ads, if you’re just taking all the placements and putting it everywhere. This will be a really interesting one for you. And you might want to consider creating different ads in a different style for especially Instagram and more importantly Instagram stories because it’s a different size but let’s play the clip.

Why did you

techniques when it comes to Instagram Stories adverts. What I see sometimes

Like it will take up the whole screen. Sometimes it will be done in almost like an amateurish ways. If it’s a real story to there’ll be a person in your tricked into thinking, Oh, I follow that person that is only after well you know it’s another which is quite clever. What I like about this one is it they’ve gone with the the square version of that video and some adverts on Instagram stories go with the landscape horizontal one but even big companies like the Australian towards board I saw yesterday and that’s just too small within the vertical of the story. So a square is really good plus they keep it to some really bright colorful shots which are easy for me to see. But then all the tags doesn’t move it’s all nice and static down the bottom there even if it’s slightly hideously designed encouraging me to sort of swipe up and buy these from my daughter for Christmas. So yeah, I just thought it

Maybe they know I follow a lot of illustrators on Instagram. I don’t know. But in a world of some fairly rubbish, Instagram stories, adverts, this one kind of jumped out to me it looks, Instagram, all of those images of really classic.

Awesome. Yeah. And I love that I think we literally saved every week about Instagram ads because you manage them in Facebook. And a lot of people use the same video on Facebook on Instagram. So you’ve got all the checkboxes, aware of where you want it to be.

And these guys have even now in face but you can crop your video so they’re the ones the horizontal ones you’ve seen, you can now in Facebook do the crop and they’ll do it for you and then you can create separate outset just the stories and have that version of the stories and then the normal version for Facebook if you want so So will it crop it so that it fills the whole of my vessel screen do whatever you Yeah, you can do whatever you want with it.

Now and so obviously you’re lonely you’ll you’ll miss the bits over here

but you don’t have to crop it in the middle and then you do get to preview it. So it just depends on the video itself whether you’ve made it for stories or whether you’ve got one that may work so it just depends on what video you’ve got.

Yeah, I think it’s really worth considering whether it suits that stores format and whether your video is high enough quality to be stretched in that way because I’ve seen some really ropey looking one which do no favor to your brand you’re almost better off just having a static image and text in those instances but the square option is a good way to go if it means you don’t lose the quality No, absolutely no definitely. And we got you were talking about the tool off before we came on that Dale mentioned I’ve

said there’s a tool called crop video cropped up video and what it is you upload your you know your

landscape video to it and it automatically figures out where the best place to put your vertical or square crop would be so it it realize it breaks your whole video down into shots gives you like a storyboard timeline and then you can go through and adjust them in order to find

the light if it hasn’t picked the right but you can adjust it but what it means is you end up with a really good vertical video as opposed to just uploading you know a one and letting it still the screen so it’s a brilliant to actually and in fact in my latest blog which I’m about to post later on today you can see me using it as well one of the free tools so was a

debt is a free version of it but it’s something like seven euros a month for something and basically that allows you to store your video for 20.

Four hours and then download it. And then after that, obviously it’s not taking up their server space in which is why I presume they Atlantic and stay pretty reasonable price wise okay so if you’re doing a lot of video then okay so hopefully you’re convinced that Instagram Stories definitely needs a different strategy and our next clip is a bit of a rant I get annoyed about this quite often because a lot of people blame Facebook for their results rather than looking at themselves and looking at about what they’ve done on Facebook. And yeah, I think you can you just need to think clearly about your ads the whole journey and we can get quality leads on Facebook in pretty much all financial services. So here’s the clip and then we’ll talk more in a second. This is what frustrates me like people they will say if we amount of time to have a meeting with a client and say we’ve tried Facebook as it doesn’t work. And like we had a meeting with these guys they would say we tried Facebook ads, it didn’t work but the whole

It wasn’t the wasn’t Facebook. Yeah, or even the ads? It was the you know,

because we are these really good. The ad got me interested in the throat. Yeah. And that could have been if that was Yeah, a month before it’s due to arrive. I probably wouldn’t have switch. But if I have seen that sort of six weeks after I’d orders Yeah. And it said, we’ve got these cars that article and look to that I could have sort of anything. I had a list of vehicles and then they’ve got something I liked on it. Yeah, I would have got in touch, but it just seemed like they made

Okay, so that was a clip. And I think that because I guess we’re in a unique position where we’re running ads all the time in lots of different sectors. And we see the difference in results when you have a different ad and different strategy different page. It’s about tweaking it and finding the right thing. So please don’t blame Facebook for your results. Facebook’s a great platform and you just need to put that bit of extra time into the ad think

Clearly about what you want to achieve at those things in place. So don’t just because you’ve Facebook hasn’t worked for you doesn’t mean it can’t. And that’s the kind of the message that I wanted to get across from this clip, I can. So on to our next clip. This is quite an interesting one, because this comes up quite often. So this clip here, Tom in the office, he has bought a product. It’s got nothing to do with financial services, but just want to talk about the approach that they’ve made. Now, most kind of business owners that I speak to, they just want to get the lead straightaway, they want to speak to the, you know, get the person on the face straightaway. Sometimes that can happen and that’s great. But sometimes you need like a longer process. And this kind of sales strategy that we put together is not just sending the person to a landing page and trying to get the details straight away, which is what a lot of financial service business businesses do. Now this ad leads to like a content pieces, more of a sort of a branding exercise and it’s kind of warms you up and there’s some other ideas come out of this.

as well so I’ll play the clip and then we’ll we’ll talk about it afterwards yeah cool so this is one then Kevin my Facebook feed a while ago and it is actually one that I’ve purchased from got a couple on the show so far we’ve actually made a made a purchase from some movement and I’m talking ads

so yeah this wall and I was already aware of how are just one of these colors subscription shaver things easy to be able to get everything on subscription nowadays

so yes who subscriptions today shave right I was already familiar with the with the ground but quite liked to have already seen and I wouldn’t really do it you know it was down to me the allegories I’ve broken it down into almost like steps as blatant as 1234

But yeah, the know just they just sort of work they did they did actually strike me and actually then instead of going through is actually quite interesting. The actual journey set so the user journey sorry, and incentives and going through it didn’t actually take you to like a standard landing page where you’d sort of expect you know, instead of them strong cap your detail straight.

And put you in a funnel or whatever it is actually like a content piece about so what how the company came about and why they sort of do what they do a bit of a like a start with why kind of thing and the call to action isn’t actually until the very bottom and but it was weird so I sold I started reading the first bit of it and then actually sort of just thought yeah okay I want it flew through to the bottom went through got my trial pack and yeah I had it come through the mail but ya know for thought I thought you saw the ad was was pretty good I don’t know if I liked it because I was actually more familiar with the brand than it coming off me cold if that makes sense in terms of so I knew I knew more about I knew what it was. But yeah,

in terms of from going from in terms of seeing the app to going through in actually placing an order but was Yeah. Was was pretty quick.

I mean, is it like the

Dollar Shave Club? Is it subscription thing? Yeah, exactly. So in terms of that one. I actually remember seeing them first clumsy we all spend a lot of time looking at as actually.

Originally seen them all come across them and not the native content like to build a kind of stuff

offsetting convert there but in terms of it showed it was quite good for selection awareness point of view

in terms I saw in there, you know, I may have clicked on the lead or whatever and that’s maybe if they’ve gotten you know, in like a longer remarketing sort of funnel I don’t know

but yes, essentially a subscription set shave service but I was more familiar with them then I was with Dollar Shave Club

and but yeah, so in terms of it was I think I don’t know if I would have gone through if I hadn’t have had the or bought through if I hadn’t been aware of them before. So I think it does sort of show that even though in terms of what obviously all your advertising normally ROI on spend on it based not to sort of suggests that any advertising you do is actually the song well it promotes obviously in terms of the value of having a longer term content plan with if you know what I mean

in terms of so what you do with a remarketing if you don’t get people on the on the first bite?

Well, when when we were doing kind of rehearsals for the show. I remember Nick

And out in and you didn’t like it just because you didn’t like the brand now I was like really shocked because throughout my career I’ve created brands like there are some companies that create other branches so they can advertise twice if that makes sense because they’ve got the budget too but yeah no definitely makes sense I think branding is huge saucy works works on you

because we pretty much every client we have wants to sell sell sell straightaway, I think it was john Sinclair came on a few weeks ago that was kind of saying that same thing that don’t have to just

fail and have a hardcore little direction just to see me. Yeah, I think with that I mean if I saw that there was those attacks from seeing the caption

i would i think that’s I don’t necessarily like that. Yeah, well, just we’ve been looking at that this week. Come

on, we had a massive difference in a cost per lead on

Same as it was Lich because one thing I noticed the text is all bunched up there was like massive amount and you’ve been testing some stuff this week with like almost one liners and they just seem to be okay so that was a clip and then actually in my vlog yes I started blogging now as well which is very awkward when you’re filming yourself in public I can assure you but other flog week discuss actually those results were Jessica was testing different

different bits of copy so let’s just play that and then again I’ve got disclaimer from that as well so let’s play the clip and will I’ll give you the disclaimer so Monday morning and we’ve been just only

only a couple of weeks and we got her writing some ads and she was doing some really sort of thought would be good too much but they were pretty good actually set this whole campaign up her cell

She’s getting by to let mortgage leads in for a one ancestor two pounds and 17 each and bearing in mind of our car was buying these of lead gen company they would cost about 3035 quid each what we found out is that there was one ads so one at least 156 each and there’s another added inform as well so what we’re trying and what we’ve kind of seen on another campaign we’re just looking at is having like really short snappy sentences especially the opening kind of sentence that that is a current release of a try and sort of did you know have you have you heard yet basic winning a trial this week’s if that is right on okay then so before all the mortgage brokers contact me wanting leads for two pounds. What we found out later on once those Liezel were worth or the quality wasn’t that great. So we’ve got some really cheaply there and suddenly they did do some of them did some business but actually what we’re finding at the moment is getting

Our best quality is using a chat bot to actually

rather than send you to a page of a sentence with to some content, send them a landing page we’re actually sending to Facebook Messenger. And then we’ve developed a chat bot that basically takes people through this journey feels like they have a bit of a conversation and we get all the information we need. So let’s say it’s a real mortgage one or, you know, any, it’s a mortgage one and, you know, get the property details. But I think what we do is we get those details in the right order. We’re not asking for the contact details straightaway where we’re proving to them that we can help them our client can help them and then we’re getting the phone number, their email address, and we’re booking in the call making sure they got the credit report and things like that. So that’s working really well at the moment. So the cost isn’t quite to quit a lead but the conversion from lead to a sale and the contact rate is phenomenal. So talk to me about chatbots don’t demand to

pounds lead for mortgage days because

you know it’s about your cost per acquisition. It’s about getting sales for the cheapest price, not necessarily the leads. Okay then. So that’s all the clips I’ve got for this week. That was Episode Two. I hope you enjoyed it slightly different from the interview scenario. Next week we do have another interview it’s john Sinclair, we’re actually talking about some offline stuff so networking in person really good chat I had with john and that is coming up next week. So I’ll be really grateful if you got two seconds just to subscribe to the podcast. If you can leave us an honest review that would be amazing and it will just help me basically will get more views that means I can put more time into this get more value more content for you and help you for free essentially and if you want to see these interviews alive and if you want to see talking ads live as well join our Facebook group it is lead generation for financial services just search on facebook and join the group brilliant so on

We’ll see you next week.