How to Begin a Dollar-A-Day Facebook Ad Strategy - Ben Dahl & Logan Young

sup guys so I studied advertising at BYU and the first ad I ever ran was in newspaper and depending on how long this video is circulated for us some you might not even have to Google what a newspaper is but I was working with a

small company they're kind of like a retirement home so we pay $700 we get in the newspaper twice a week for the whole month and guess what happens no phone calls no

weeds no signups so they come back and say well you know what we really can't afford to continue advertising this way it's not in our budget and we ran no more ads and that was kind of the end of it right we didn't do much more work for

them so Facebook is so great because most traditional marketing works that way TV print radio billboard you're gonna have to pay quite a bit of money upfront social media does not if you want to run ads on Facebook all you need

to get started is one dollar a day and we're gonna talk about how you can drive results on Facebook for as little as a dollar a day as your starting point and

the first step is of course have a page we like video so what does it all get you on Facebook right a dollar might get you 150 to 250 impressions or if you're

running a video it might get you 75 to 150 video views and it's accumulative so the whole point of a dollar day when you talk about is about mitigating risk right because most people when they

think of advertising you come up with some creative you're sending it to some target target market you put your ad out there you just kind of hope and pray that it converts right like with the app the newspaper but in the case of the

newspaper that ads didn't convert right again nothing happened with them so we've seen about 1 in every 10 posts on Facebook is a winner and what the dollar day is you want to accelerate the

process of finding your winners so we view Facebook as like an amplifier or a magnifying glass where if you put something good out there it works really well for example we've done work for the

Golden State Warriors and we found that the thing that worked best is when they have a really good play when Steph and curry makes like a half-court shot or a game-winning three we take those clips then we no get a lot of engagement gets people excited and those are the ones

we'd advertise and of course I gets a ton of engagement in ton of video views which then translates to people buying a lot of tickets right so you might be creating videos working on your personal brand maybe even have a client where you

trying to run ads or you have your own business trying to sell t-shirts whatever it is start by publishing your content and you want to put one dollar a day for seven days right for one week to give it a little

bit of time because any one day could be an outlier if you just rent it for one day you know your market might not just be online at that time so dollar day over seven days then at the end of the

seven days you'll go back in and compare and hopefully you're doing this with multiple posts at a time because remember we said one intends a winner so I might have 10 videos or that could be images or carousels there's a lot of

different things and I might test each of them all at the same time for one week so I've now spent seventy dollars total but each for a dollar a day and then when I go back in I'm gonna notice

that they get different results some of them might get more impressions than others some of them might get more traffic to my website some of them might get more video views some will basically do pretty well some will not do so well

they'll kind of suck it up right so the ones that don't do well you just turn those off which will be 90 percent of the time you know no sense running something that we know is a loser right but when you find your ad that works you

want to do a few things a you can extend it so for example we have some ads have been running for a dollar a day for over three years now where we just know they're good and we're not burning them

out sometimes you know you want to avoid burning something out so you guys will see this with TV ads where there might be now that's funny at first but you see it so often that it loses you know its

cleverness or humor or whatever it is so by dollar day and you're never gonna burn out the audience right and it's all about mitigating risk yeah I mean we've

seen some of some of the best views that we've seen for a dollar a day I've been running the same audience for over a year I mean like over 12 months like 18 months and they're still getting

consistent results right and something interesting that we saw is the frequency severely affects results right so if someone's seeing an ad too many times

your results are gonna drop off like crazy and usually we see that around more than three touches a week is usually too many and the dollar day strategy is going to make sure that you're not burning out your audience and

if you do have a bigger audience you know like Logan said you put more money behind amplifier winners but you're not going to exhaust people and they're not gonna get tired of seeing your content on just

one dollar a day yeah definitely so it's great too especially for a small business entrepreneur you know I'm a huge budget like the Warriors are like MGM great starting point and this is something that can really be effective

because again when you amplify your winners you're working with Facebook so I do a lot of speaking I've gone to some conferences where occasionally someone come up to me and say oh you're Logan I've seen your videos all over the place

and say dude I haven't created a new video in like a few months right but what I've done is I've made some videos that are good right I found like a few winners and I just have them boosted or

running his ads for a dollar a day again kind of evergreen so you want to create evergreen content as a point of dollar a day too cuz consider this there's three types of content calendar driven which

is tied to some day you know it's our fourth of July sale it's our Black Friday special you know it's the Christmas whatever then there's spontaneous you know a sports team wins the Super Bowl or someone's elected

president you just kind of are talking about that and then in the middle you have evergreen content and that's content that's not tied to the calendar it can live forever right so that's like a musician with their greatest hits I'm

a huge 80s metal fan so Guns and Roses one of my favorite bands and I know Ben you enjoy them too yeah so I saw Guns and Roses perform a few months ago and they're playing the same songs that they

originally wrote in 1987 right so 30 years later they're still playing sweet child of mine welcome to the jungle Paradise City mr. brownstone right they

have their greatest hits right so as an advertiser you want to do the same thing when you find a winner those are ones that you put a dollar a day against again for six months a year initially seven days but if it continues doing

well extend it right just let it like bring you residual return and a dollar days a starting point it can be more though you know people get cut up on that like oh you know so just a dollar

like if something's like getting you conversions or a lot of traffic to your website then you could easily do five dollars a day ten dollars a day 20 dollars a day depending on the size of your audience but to get started I don't care if you

have no budget right we all have enough to at least spend one dollar a day right and it's the principle that matters more than anything the dollar day I into more advanced strategy or 3x3

video grid which you guys can read about and other training materials but you're going to start with the dollar they've you know just the small budget but the point is that your funnel is going to

generate you results for ever on an ongoing basis and you're gonna amplify your winner so gonna have a super effective funnel you're not just gonna dive straight in like bigger companies have proposed big budgets right but sometimes it makes sense to build from

the ground up so that you're not just blowing right when we talk to some people that they were blowing twenty thousand a week right on ads that didn't make sense because they weren't testing

or or building out you know they're winners their greatest hits first yeah you guys would be surprised how much budget is wasted by some of these big companies where they treat every campaign equally where they're gonna

test a new campaign and each campaign they might just put five hundred dollars against so maybe they have five campaigns well boom there's twenty five hundred dollars and they really don't know if the campaigns gonna work or not I've seen some that have really bombed

right so don't let yourself get in that position you know when it comes to creative by nature it's a subjective thing if you're like me I hated English classes in high school and I actually

liked writing and I liked reading but I hated English classes because I felt they were so subjective right I'd write this paper and I thought I was pretty good and then the teacher would be like it's no good because you did this or that I'm like well that's kind of like

subjective rules you know like for example when the rules is don't say what you're gonna write about just start writing about so for example in the first paragraph you're not supposed to say this paper is about how to do math

properly but what if I want you on the often you know that's my creative freedom flexibility right so creative is always subjective you know some people might think this adds good something might think it sucks right we like to

let the data tell this story so Facebook wants to give its users a good experience if the ad sucks and people don't like it and they're giving a negative feedback you're gonna notice

again it's gonna get low reach and low engagement which means you should quit running it so don't let yourself become fooled by the pride of you know what's subjective and what creative you think

is best let the data the customers decide for you and again start with a dollar a day over seven days and then based off what the data is saying not what your coworker thinks not what your mom thinks not what you

think then you find your winners and those ones you allocate and again I love the musician example right so you guys might know Bon Jovi livin on a prayer is their most popular song and the singer

hates it right he absolutely even want to put it on the album but he they needed some more songs and he said well I do have this one other song when I'm praying he played it for his bandmates and producer and they all loved it they said you know this is gonna be hit and

they basically like twisted his wrist to put the song on the album and of course now every single show he goes to he better be playing that song or the crowds not gonna be happy right his played it sports venues all all over so

so he thought the song was garbage he thought was like cliche and who would really like this right so don't fall into that mistake right let the data tell this story based off what the audience likes those are the ones you

put your spend against absolutely and how this applies to you guys whether if you're trying to manage a small client if you're stepping into a new agency role and managing some spend or if you're just building your personal brand you know when we talk about the personal

brand for example you're gonna have your Y videos at the top of the funnels of the first videos you're gonna make and promote and you're gonna start with a dollar a day right it's completely affordable for you to put yourself out

there and get your face in front of people you can just go to Chipotle you know one less time a week to makes make the room to spend a dollar a day to build your personal brand and you're

gonna see you know like Logan said most your videos are gonna flop especially at the start you just have to get in the rhythm of that but over time it'll be clear right like the ones that are getting the cheapest video view is the

best view through rate and those you know they're gonna promote you and people gonna get to know you before you know you ever have to have a personal contact - yeah and the thing to

recognize too is we've all heard the expression content is king but on social media content has a very short shelf life right the shelf life for a post on Facebook is about 24 hours one day and

even the best post I had a picture where as me and Mark Zuckerberg and I wrote this whole post about us so that did really well but people really like that but even that maybe you know every day you log on ec oh I got some more likes

or some more comments on it that maybe live for three days right the average post it's not going to live for more than a day on Twitter it's only gonna live for like 12 minutes is why they say for the average tweet I'm LinkedIn it

might live a little bit long or maybe a few days but organically is not enough right if you really have a great piece of content and you don't put spend against it you're doing yourself a disservice because again it's really

hard to come up good content and it just won't last organic like organics good initially but put at least something against like been said it's just like you know saving yourself a soft drink or something from the vending machine so

it's not a lot of money but would challenge you guys today to just go make some content run some ads and just put one dollar a day against him for a week just you can say you've done it I think that's a big fear a lot of people have it's just like getting over that initial

hurdle of putting spend against something and running an ad and then just see how the results perform and you can start using it for any objective whether you're trying to grow your personal brand trying to just drive

people to your blog or to YouTube or if you're a musician and driving people to Spotify whatever your business objective is all you need to get started is a dollar a day right you don't need a thousand dollars or five hundred just

this so it's something even you poor college students which I was one of you guys for like six years and I used to work at Pizza Hut doing delivery so I had a few of these right and I wish I

would have spent some time advertising my personal brand back then awesome thanks guys you haven't got anything left Ben yeah no just put this into action let us know how it works for you

we're here you know support you we'd love to see you know your one-minute videos and what you guys do with the dollar a day so sweet