Episode 21

How to Optimize Your Facebook Ads for Maximum Engagement and ROI

3 Fun Facts

1. Nicole Sciberras is the founder of the Digital Exchange, demonstrating how her extensive marketing background has helped her move successfully into entrepreneurship.

2. Nicole discussed the intriguing use of AI tools for Facebook ads, including innovative features like text variation and background replacement, which are especially beneficial for e-commerce.

3. The episode highlighted the lesser-known aspects of choosing campaign objectives on Facebook ads, capturing how a common oversight like selecting 'traffic' instead of 'leads' can dramatically change campaign outcomes.

Timestamps:

00:00 Intro

04:39 Testing different creative formats for effective marketing.

07:47 Enhance images, easily adjust format for ads.

12:19 Monitor ad performance, website conversion, and ROI.

16:13 AB testing vital for optimizing meta ads.

18:45 Categorizing users, targeting ads, and testing effectiveness.

22:09 Target warm prospects, track clicks, keep emailing.

24:49 To get attention, personalize and segment messages.

28:02 AI saves time and improves performance. Embrace it.

30:54 Encourages podcast subscription, teases upcoming interview topic.

💬 Want to get involved? Leave us a comment, give us a 'like,' and follow us for more insights. Join our Locals for lively discussions, and if you've got questions, email us at bdeister@digitalcafe.media!

👕 Check out our mech: www.digitalcafe.store

🌟 Review the Podcast if you loved this episode and share it with fellow marketers who could benefit from a treasure trove of podcasting wisdom. Tune in to "Digital Coffee: Marketing Brew" and let's brew up some success together!

Transcript
Brett Deister:

Mm, that's good.

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And welcome to a new episode of

Digital Coffee Marketing Brew,

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and I'm your host, Brett Deister.

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And this week we're gonna be talking

about Facebook ads and email marketing.

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Yes.

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Facebook, the.

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Popular but not really popular.

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The younger generation.

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Social media that still has pretty

good reach as long as you pay for it.

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So we're gonna be talking about that and a

little bit about email marketing as well.

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But this week I have Nicole with

me, and she is experienced with both

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corporate organizations and with small

businesses, and gives a wealth of

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knowledge in marketing, email marketing,

and specifically Facebook ads, as well

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as she specializes in paid advertising.

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So it's just gonna be

interesting to talk with her.

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So welcome to the show, Nicole.

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Nicole Sciberras: Thank

you so much for having me.

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Really excited to be here.

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Brett Deister: Yeah.

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And the first question is, all my guests

is, are you coffee or tea drinker?

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Nicole Sciberras: Actually, I'm both.

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So I'll generally have one coffee a day.

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I have to have at least one,

but then the rest of the day

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I am generally drinking tea.

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So both.

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Brett Deister: Do you have any, like any

specific tea or coffee that you drink

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or you just drink whatever you can find?

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Nicole Sciberras: So I actually drink

a decaf almond latte, which is a really

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weird one, but I had gut issues, so

I swap to decaf and almond milk and

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now I, yeah, now it tastes normal.

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And then see I have this weird

combination of green tea, hair, and

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Jasmine, a girl got me on with in my

corporate roll seven years ago, and

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I haven't stopped drinking it since.

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So yeah, very random.

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Brett Deister: Hey, if you like it,

it doesn't really matter, but I gave

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a brief summary of your expertise.

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Can you give our listeners a

little bit more about what you do?

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Nicole Sciberras: Yeah, of course.

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So I am the founder and head strategist

at the Digital Exchange, and we are

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a paid ad agency, so we specialize

in Facebook and Google Ads, and we

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also teach Facebook ads and SEO.

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Me personally, I actually have marketing

I have marketing skills across the

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board because I was a corporate

marketing manager for a long time

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for a big international organization.

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So that's where I

started with my business.

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And then over the last five years, we

have niched down into those specific

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areas because they're the areas that

we see the highest growth and that we

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know can help grow and scale brands.

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Brett Deister: Gotcha.

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What is better?

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This is gonna be Facebook

ads or Google ads.

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'cause everybody says you need to

be on Google and do Google Ads.

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But not everybody says that you

should be on Facebook ads as much

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as you need to be doing Google ads.

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Nicole Sciberras: Yes, totally.

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So I'm actually about to do

a huge blog on this soon and

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maybe even a YouTube tutorial.

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But essentially, it depends on

what type of business you have.

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So if you have something where.

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People search, need to search to find

you, or there's some kind of urgency.

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So for example, you're a tradesman where

people need to find you straight away.

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Something like Google would be better.

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But if you are something where people

don't know what to search for you,

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you may, it may be more top of funnel.

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So then you need to get

brand awareness out.

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Something like Facebook ads would be

more suitable, but generally for most

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brands, it's really good to have a

combined strategy so that you there's

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touch points across both platforms.

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And we know that you often get

chased around the internet by,

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different ads and if you have a

combined strategy, that can happen.

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So yeah, most brands can

usually apply for apply.

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Both sorry, apply bro.

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But they are different in terms of

where you sit in the sales funnel.

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So Facebook ads is generally for the

top of funnel, right down to the bottom.

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But then Google Ads is because

people are using keywords

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to search for what you sell.

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It's more middle to bottom of funnel.

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Brett Deister: So is there a

specific format that does better

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on Facebook ads than Google ads?

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Because like you said, one search and one

kind of is search but is more a visual.

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I know Google, SEO is trying to

get more into the content scoring

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side, but which, what do you think

format works better for Facebook ads?

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Nicole Sciberras: So when you say

what works better, do you mean

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in terms of what kind of products

or services and things like that?

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Brett Deister: Or do or more

just like the ad side of it.

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Like what?

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Like format, like what

is video plays better?

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Is pictures play better?

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What?

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Nicole Sciberras: Sorry, I thought

that's what you meant actually.

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Yeah.

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So in terms of the creative, it

actually depends on all, like it

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actually depends on what you're selling.

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So everyone would just assume that video

would be the most popular, but we test

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all different types of creative format.

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So we'll test reels to user generated

content to video different types

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of videos and talking to camera and

still images, slideshows, carousels.

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We test all of those and often you're

surprised that the video isn't the most

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popular sometimes, particularly for

the brands that are the most visual,

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like interior designers, you could find

that an image performs way better than

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something video than a video walkthrough.

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So we always suggest that you.

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That you test different things for your

brands and see what works best because

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for each different audience on the

platform, you're gonna get something,

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you're gonna get a different result.

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Brett Deister: Got you.

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And with the advent of subscription

based models with all social networks,

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meta has one as well, it are we gonna

see a hit in ads because I think they

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may start generating one that actually

has fewer ads or no ads at all.

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I know X kind of does that No way.

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If you get the premium one, you

have literally no ads at all.

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So is this gonna affect the ad side of

Facebook or do you think majority of

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people are just gonna keep on using the.

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Free version.

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Nicole Sciberras: I think most people will

probably continue to use the free version.

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I haven't seen, I don't know

a lot of people that are using

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the subscription versions.

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I don't know if you do, but I

think the vast majority of people

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will do unless there's some

huge draw to using subscription

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models or the price is, so good.

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And I think it would probably depend

on how many ads they start to spit out.

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If it started to get really annoying and

you're getting a lot of them, then it.

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I think most people are happy

to hold on for the five seconds

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or whatever, or hit skip.

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So

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Brett Deister: true.

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And so what are some of the new

things with Facebook ads are?

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We're gonna see like more AI type of

targeting AI generation of content

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as we've seen some positive and

negative effects through X as well.

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We're gonna see more AI

just creeping into the ad.

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Nicole Sciberras: Yeah, so we're starting

to see some really cool AI tools.

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Release.

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So some of the more recent ones you've

got the text variation feature that's

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starting to get rolled out into accounts.

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That's where, say, for example, you

can write copy and it will bring,

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give you a number of different options

for, the copy that you've produced.

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It'll give you some different

variations of that copy based on

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all the data that it has available.

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So it's worth giving that a shot to

see the copy that they offer you as

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a test against what you've provided.

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Gets better results.

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There's also going to be another one,

particularly for e-Comm brands, where

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it can drop the background out of your

image and throw in another background

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of a different, something different.

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And that is particularly for

people who may not have access to a

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photographer or a graphic designer,

we'll be able to edit the image of

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themselves, so it'll just make your

images a little bit more exciting.

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We know that images stop the

scroll, so if you can provide all

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different backgrounds that make your.

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Creative.

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A bit more creative then

Yeah, that could be good too.

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In terms of your performance, there's

also another feature coming out, and

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basically what it does is it helps

you create different ratio aspects of

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your formats, of your particular ads.

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So what that means is if you were

to load a story formatted ad,

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it would stretch that image or

elongate it on the top and bottom.

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Sorry.

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If you were to, sorry.

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If you were to load a post, which is.

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And you wanted to make it a story

format, but you didn't want to go

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into, say, Canva and create it.

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You could just simply select this button

within the meta ads manager and it

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would elongate the image and you would

get a story format, and you wouldn't

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even have to adjust the creative.

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So these three new features are

helping with your performance

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and your productivity.

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So it's not only making your job

easier by giving you the options

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available and creating less work.

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But it's also gonna help increase the

performance of your ads because Meta is

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using all the data they have available

to help you put these things together.

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So I would say or recommend giving

all of those things a try because they

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are available freely there for you.

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You may not be able to see

them in your account yet.

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I've actually just done a walkthrough

as well on my YouTube account of these

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three new features, if anyone wants

to see the visual aspect of that.

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But yeah, definitely worth a shot.

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We are also seeing new ways where meta can

control the ad a lot more too, in terms of

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the audiences available and the creative.

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So you basically giving

free reign over to them.

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So we have started testing out those

features too, and we are starting to

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see really good results, but often

there needs to be a little bit of data

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in your account and you need to have

run some ads in the past so that meta's

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got some kind of, yeah, data to go off.

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Brett Deister: Speaking on that,

how do you write that compelling

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content or ad copying visuals?

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Because maybe a small business

wants to do that type of thing

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where meta knows where to place it.

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So how do you write it compelling enough

where they get, you get enough data

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and then you can let meta do its thing?

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Nicole Sciberras: Yeah, so I think

when you are writing the creative

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for your meta ads, we generally like

to write our own, to start with.

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So generally you're going to be looking

at the key benefits of what you offer

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to draw somebody in, because that's

what's going to get them across the line.

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Then once you've got that, then I will

then go ahead and put that into a copy box

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and see what variations meta brings up.

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But we always like to kick off our text

or copy with some kind of question.

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So you draw someone in, so

it might be something like.

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Are you in the market for this?

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Or we call it the call out.

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So you basically say, or are you

looking for this new fitness regime?

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So then it immediately calls out the

person that is going to fit that.

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That's probably more for service based.

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And then when it comes to product

based, generally we go in with something

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that's a bit more, on trend, because

that's what's gonna draw someone in

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particularly with things that are in

like fashion or baby products, interior

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design, all those kind of things.

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Brett Deister: So it's a, would

it be better to do like a problem

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solution type of a ad copy as well,

depending on your industry, obviously.

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But would that be beneficial as well as oh

you, this is really hard to edit a video.

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I have a tool for you.

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Oh my gosh.

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I might want it downloads,

something like that.

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Yeah,

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Nicole Sciberras: you, I would test both.

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So I would test going in

with say the problem, right?

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So you could start up with the

problem and call out the problem.

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So are you struggling with X, Y, Z?

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Or you could just go straight

in with the benefit and say,

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we've got this cool new product.

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So generally I would say test both to see

what your audience responds to, because

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we can always say, oh, this way would

work or that way would work, but why

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not try both and see if one starts to

get you way more results than the other.

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And then you can start scaling

on that particular campaign or

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ad if it is performing better.

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Brett Deister: And what are the best

like tracking conversions for Facebook?

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It might be depending on what you're

looking for, but what are the best

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ways to track those conversions?

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Either Facebook pixel through your

website, like whatever you're trying

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to do, or through email marketing,

maybe you're trying to grow your list.

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Are those like key indicators that

can help figure out what you need to

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do to change your copy or whatever?

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Nicole Sciberras: Yeah, so when it comes

to changing your copy, obviously, if

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someone is clicking your ad then and

going to your website, then generally

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you know that the ad is compelling.

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So you can look at your clicks and

your click through rates to start

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with, and then when they get to

your website, it's going to be,

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and you start getting results.

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So whether you start getting leads or

sales, if you're sending people to your

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website, half of the component of the

result is gonna be based on your website

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and how well that converts as well.

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But if you're looking solely at just

the copy on your ad, you're going to be

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looking at things like the clicks and.

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Because that is what is compelling.

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Someone to click across to your

website, but as, yeah, as I said,

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once they get to your website is going

to be responsible for half of that

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conversion because that also needs

to get them across the line as well.

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But then once you've got that

altogether, you'd be looking at your

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results, so your leads and your sales,

and then your return on ad spend,

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so your ROAS and your cost as well.

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For the acquisition.

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So how much it cost you to

acquire that lead or sale.

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So I just thought of

one thing I should add.

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So there's a new thing

called the conversion API.

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So a lot of people may not

have set theirs up yet.

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So essentially what used to happen is

that meta used to convert with, sorry,

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meta used to communicate with a browser

in order to calculate your results.

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Now post Apple iOS changes and.

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Apple's stopping meta from

having a lot of, ability to be

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able to get access to the data.

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What meta has gone and done has they

have created a way for the servers to be

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able to speak to each other, so meta to

be able to speak to the website server.

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What that means is we now have

more accurate data, so it's really

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important to connect your conversion,

API, which you can do in the back

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end of your website depending on

what kind of website you have.

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They're all different.

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We have a tutorial about that as

well in YouTube, but essentially it's

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really important to get that set up

to make sure that the data you are

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collecting is much more accurate.

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Brett Deister: And with all that, that

data collection, would you use Pixel

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with, let's say Google Tag Me or Google

Analytics to see where if they accurately

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go to your website and if they're actually

going to clicking that button on your

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website, would you use those tools

together to really get the whole picture?

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Nicole Sciberras: Yeah, so you

can use your website analytics and

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you can use your Google analytics.

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Sometimes I say try and stick with one.

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It's good to check them against each

other, but then you will see differences

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in the way that they measure the data.

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And when someone considers something,

a session, whether it be if they click

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off within an hour or that day, like

everyone measures things differently.

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So there's always going to be some

disparities, but it is good to

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have a look at the whole picture.

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Check your analytics or a lot

of people don't have their

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Google Analytics set up we find.

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So that is really good

to get set up if you can.

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It's a free tool and get the conversion

tracking set up, 'cause a lot of

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that doesn't come already set up.

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Otherwise, use your website

tracking and track that against

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your Meta Ads manager and the P

that the Pixel will pick that up.

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Particularly now if you've set up

your conversion API, the data is

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going to be a lot more accurate.

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So you can even look in the events manager

section of the Meta Ads manager and that

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those purchases and things and leads

that are in there should be directly

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matching exactly what's in your website.

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Brett Deister: And talking about that.

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For right, for the ads.

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Would you use AB testing to figure

out which ones are best for you?

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Because we talked about the copy,

but you could think it's awesome,

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and then all of a sudden you're

like nobody's clicking on that.

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So how important is AB testing and

how different should each one be?

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Because you could have drastically

different, and they both could

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be terrible at the same time too.

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Nicole Sciberras: Exactly.

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AB testing is the paramount

for us of meta ads.

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If you aren't testing your ads.

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You aren't very, you are very likely not

going to bring your cost per lead and sale

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down, and you're not going to increase

your row as your return on ad spend.

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You're not going to increase

your results because you don't

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actually necessarily know what your

customer is going to respond to.

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Often we are surprised by what they

respond to, so it's really important

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to try really different variations,

but then also similar variations.

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So for example.

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You could try two images with exactly the,

sorry, two of the exact same images, but

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then you could try, say different layover,

text on the same images, and you could

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get completely two different results.

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Or you might have one without any

layover, text, and one width, and

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you may get different results.

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So it's worth testing that even

when it comes to copy and headlines.

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So for copy, you can test, as we

mentioned before, going straight

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in with the solution or the

benefit or going problem solution.

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Or going short form versus long form.

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If you have women, you might find

that they like more, more content.

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Whereas if you have men, they

might like to read something

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short, but you never actually know.

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So test out different variations for

absolutely everything that you can

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from your different audiences, to

different formats, to different types

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of images and graphics, to different

copy, to different headlines, to

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different call to action buttons.

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Test something different every week.

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Run controlled tests.

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And I guarantee you, you will start

to build a really good picture

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of what your audience responds to

and what's gonna get you the best

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results at the lowest possible cost.

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Brett Deister: And what are some

common mistakes that businesses do when

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they're actually doing Facebook ads?

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Because it seems easy to start it up,

but to effectively it doesn't seem to

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be as easy as what people may think.

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Nicole Sciberras: Yeah.

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So one of the main, I think one of the

biggest things that we see is people pick.

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The wrong objection to start

with the campaign objective.

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So essentially, if you wanna

get leads, you pick leads.

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If you wanna get sales, you pick sales.

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What we see a lot of people

doing is picking something like

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a traffic campaign objective.

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And what that does is they think that

it is really good and it's getting them

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lots of results because it's getting them

lots of clicks, but it's not actually

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getting them the end result of what

they're after, which is leaves off sales.

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Make sure you pick the

right campaign objective.

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Pick exactly what you want,

because essentially meta

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will put people in buckets.

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So for example, if they are someone

that likes to spend a lot of money,

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they'll go into a sales bucket.

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If they're someone that likes to click

buttons, they'll go into a click bucket.

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So when you select a campaign objective

of traffic, it's going to send your

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ad to all the people that like to.

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Or choose the campaign objective

of sales, it'll send your ad to the

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people who like to spend money and

Meta knows who all of those people are

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because it has access to all the data.

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So that's probably the

main thing that we see.

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We also see a lot of people not

testing their ads, so they'll just

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boost a ad off their phone or the

app and not use the Ads Manager.

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So it's really important to jump in

the Ads manager where you can and

362

:

maybe get some training on that.

363

:

'cause it is a bit more

complex than it used to be.

364

:

And you do need to have a.

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:

Some skills to run it, but

your results will be better.

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:

So essentially, if you're in the Ads

Manager, it's a lot more powerful and

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:

it means that you can ab test a lot of

different things, which we just went

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:

through, which again, can bring your

costs down and increase your results.

369

:

So I'd say they're probably

the two main things.

370

:

Trying to think if there's something else

that comes to mind off the top of my head.

371

:

I think a lot of the time people

will just throw a couple of dollars

372

:

on and they want to get a sale.

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:

And then they feel like they're not

getting results if it's important to

374

:

not overspend on what you can afford.

375

:

But the thing is, if you have, say,

a hundred dollars product and your

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:

cost per acquisition is $20 and

you're only advertising for $2 a

377

:

day, it's gonna take you at least

10 to 20 days to even get one sale.

378

:

So it may not be worth it.

379

:

And the biggest mistake I

wanted to touch on is people

380

:

using ads before they're ready.

381

:

Meta ads is a scaling tool.

382

:

It's not necessarily a growth tool.

383

:

So essentially what it's gonna do

is it's gonna amplify everything

384

:

that is happening in your website.

385

:

So if you have a business and

it's not getting sales, it's not

386

:

going to get sales necessarily if

you throw money on it with ads.

387

:

So you wanna wait two, or you have

had a decent amount of people coming

388

:

through your website, yours, your

conversion rate is sitting at 2%.

389

:

So what that means is for every a

hundred people that have visited,

390

:

at least two people have converted.

391

:

And you wanna have had a couple of

thousand come through the door to make

392

:

sure that number is actually tracking.

393

:

And when you have that and you know

that your idea is validated and

394

:

people want what you're selling

and your website is converting,

395

:

that's when you put money behind it.

396

:

Before that don't bother.

397

:

'cause you're going to be wasting money.

398

:

And I have a freebie all

about how to run that check,

399

:

Brett Deister: gotcha.

400

:

And we know email marketing, I always

call it the dinosaur of marketing

401

:

because emails have been there

long before social media was there.

402

:

So is email marketing still important

because everybody wants to do the

403

:

flashy TikTok ads or do the TikTok

thing because it's a new popular thing.

404

:

But how important is email marketing to a

405

:

Nicole Sciberras: business?

406

:

In my marketing is by far, I would

say the most important because it

407

:

has a very high return on ad spend.

408

:

So for every dollar you input.

409

:

You are getting 35 to $40 on average

in return back, so it's the most

410

:

cost effective way to advertise.

411

:

People that are on your email

list are very warm, they're very

412

:

interested in what you have to offer.

413

:

People don't hand over their email

addresses very easily anymore.

414

:

You are getting direct access to them.

415

:

One of the first things we will

check is the email every morning.

416

:

So you are targeting with your emails,

the people that are most likely to

417

:

buy because they're, they've shown

the warmest interest before purchase.

418

:

So it's still super important to be able

to email market, do email marketing.

419

:

Now, with all the changes in privacy,

it's got a really hard to measure

420

:

open rates, so we don't really

use that metric as much anymore.

421

:

And now we're using

more of a click metric.

422

:

So how many people click

through to your ad?

423

:

Sorry, click through from your

emails to your website or wherever

424

:

you've sent them, whatever landing

page or content you've sent them to.

425

:

That's important to track.

426

:

It's very hard now to track the open

rates or have accuracy around that

427

:

data, but yes, the answer is yes.

428

:

Keep on email marketing.

429

:

It is worth every penny, even

though it's free to do mostly.

430

:

So it's just your time that it costs

you to do so it's worth investing in.

431

:

Brett Deister: And does it really

depend on the generation too, gen X may

432

:

actually open more millennials probably

in the middle, and Gen Z's Ew email.

433

:

What's gross?

434

:

Nicole Sciberras: I think every

see in everything that we do,

435

:

everybody needs to have an email.

436

:

So I think email marketing

spans across all generations.

437

:

One of those things where you think,

oh, are the younger ones using their

438

:

email or checking it that much or,

but yeah, I think it's, they say

439

:

it's the first thing that majority of

people check the moment they wake up.

440

:

So I know I do for sure.

441

:

I go straight in and have a look.

442

:

The younger ones might look at

their social media first, but I

443

:

think it spans across generations.

444

:

And as I mentioned earlier, it's

got the highest return on ad

445

:

spend of all marketing, so it's

definitely worth investing in

446

:

Brett Deister: and is different.

447

:

Do you need to do different ad

copy or copywriting or writing the.

448

:

The title for each different

generation, maybe shorter, maybe longer.

449

:

Should you a, obviously you probably

should be AB testing that as well.

450

:

Kinda like AB testing for Facebook

probably should be AB testing

451

:

your titles or your subject line.

452

:

Nicole Sciberras: Yeah, so generally for

everyone, you wanna keep it relatively

453

:

short 'cause we say younger people

that have a quicker attention span, but

454

:

then older people are generally busier.

455

:

So you know, there might be

juggling families and juggling work.

456

:

So I.

457

:

In all, you wanna keep it short and

quick and to the point, and you wanna

458

:

get something that hooks the audience in.

459

:

And in saying that, you

still want an AB test.

460

:

So you want it to be, you want it to be

a hook, you want it to be not too long.

461

:

And yeah, you want it to draw the

audience in and you want test.

462

:

So I think across generations, again,

all those same things apply because

463

:

for different reasons, there's

millions of messages out there every

464

:

day trying to get our attention.

465

:

So if you wanna get the attention

of your audience, whoever they

466

:

may be, you need to make it super

interesting and super on point.

467

:

And now there is a lot more segmentation

that happens with email marketing as well.

468

:

So it's really good to be able

to put people into particular

469

:

categories so you can personalize

the email experience more as well.

470

:

So that's something else to consider.

471

:

You don't wanna just send out

an email blast to everyone.

472

:

You wanna have people in categories based

on what they're interested in, whether

473

:

it be particular product categories.

474

:

Or particular, even if someone's

downloaded a certain lead magnet,

475

:

for example, you wanna be able to tag

that within your email system so that

476

:

you know what they're interested in.

477

:

So for example, I in my business would

want to know if someone was interested

478

:

in Facebook ads versus SEO, because

it may tell me a little bit more

479

:

about where they are in their journey.

480

:

And the same with products as well.

481

:

You can see by what people are

purchasing from your store, how

482

:

well they may know your brand and.

483

:

If they're likely to repeat purchase,

that's another thing with email marketing.

484

:

It's really good for repeat

purchases and retargeting people.

485

:

So you wanna consider all of those things,

particularly when you're segmenting

486

:

and setting up even nurture streams.

487

:

So there's two different types

of emails that you can send out.

488

:

There's email blasts that go

out to everybody, and then

489

:

there's nurture streams.

490

:

So when you segment people, you

can set up emails that are going

491

:

out, say once a week, to keep

that particular segment nurtured.

492

:

And to make sure that they are

getting a constant reminder of you,

493

:

but not all, not only that, they're

also driving traffic back to your

494

:

website so that you are building up

that your conversion rate as well.

495

:

Because the more people that are

seeing your products, being reminded

496

:

of your products, the more likely

that they are going to convert

497

:

and you are going to make money.

498

:

Brett Deister: Got you.

499

:

And so what are the, some of

the ING trends are we gonna

500

:

see for email marketing?

501

:

Are we gonna see ai, AI help with.

502

:

Making lists for you and understanding

like the customer, are we gonna see ai?

503

:

I'll probably obviously see AI

already writing copy for everybody.

504

:

Are we gonna see more AI

implementations within email marketing?

505

:

Because AI is like the big marketing

topic of this year and probably beyond.

506

:

Nicole Sciberras: Yeah.

507

:

So I think we are definitely going to

start to see more and more cool new

508

:

features coming out with email marketing.

509

:

So I think they're gonna be able to.

510

:

Really get creative in the way

that you are able to personalize

511

:

the email marketing experience.

512

:

So instead of just being able to

send out a blast to everyone, we're

513

:

gonna be able to start to get more

personalized in the way that we market

514

:

our emails, which is really exciting

because a lot of that personalization.

515

:

Was halted really when all

these privacy started coming in.

516

:

So privacy policy.

517

:

So I don't know if you've seen,

but there's been a whole bunch of

518

:

new privacy policies in the eu,

particularly in Europe, so in the GDPR.

519

:

So that's really made it harder

to be able to market to people.

520

:

So being able to personalize in a way

that is, legal and follows all the

521

:

kind of guidelines is really exciting.

522

:

But then also.

523

:

Helping our productivity, everybody

is really time poor and a really

524

:

great thing about AI is that

it helps us get our time back.

525

:

So if it is implementing features

that help us write a copy or write

526

:

variations of the copy for different

segments using different headlines or

527

:

email subject lines, if AI can help us

write all of those things and make the

528

:

process a lot more streamlined, we are

gonna get a lot more time back and we

529

:

are going to increase our performance.

530

:

Because all of this software

has so much data available at

531

:

their fingertips, so it's gonna

completely transform what we do.

532

:

And if we aren't on board, then

we are going to fall behind.

533

:

Obviously there is still a huge component

where you need a human because we wanna

534

:

be able to humanize the content and we

know that people like Google are going

535

:

to be able to see whether things are

robotic and whether things are genuine

536

:

and actually have that human touch

because we are still speaking to humans.

537

:

We just want to use all of these tools to.

538

:

Help us make our job easier and quicker.

539

:

But yeah, still include that human touch.

540

:

Brett Deister: All right.

541

:

People are listening to this, so

they probably want, wanna know

542

:

where can they find you online.

543

:

So where can people find you online

to learn more about what you do?

544

:

Nicole Sciberras: Yes.

545

:

Amazing.

546

:

So you can find me at

the Digital Exchange Co.

547

:

And if you want access to

that freebie I mentioned.

548

:

So if you wanna find out

if your meta ads are.

549

:

If you are ready for meta ads before

you spend any money, you can go to

550

:

the digital exchange.co/facebook.

551

:

The tutorials I mentioned are on YouTube.

552

:

I am at the digital exchange, and then

Instagram is the Digital exchange Co.

553

:

So that's where you can find me.

554

:

If you need any help or

tutorials, feel free to DM me.

555

:

Brett Deister: Alright, any

final thoughts for listeners?

556

:

Ooh,

557

:

Nicole Sciberras: I would just say.

558

:

If you haven't implemented your

search engine optimization, I think

559

:

that is a great place to start.

560

:

A lot of people are emitting

that particular area.

561

:

That is where you get ranking

on Google and get free traffic.

562

:

So I would get that sorted.

563

:

Then I would move into paid ads.

564

:

So paid ads are my absolute favorite,

but they are a scaling tool.

565

:

So remember to use some organic

tools for growth and then

566

:

move into your paid tools for.

567

:

When you're ready to scale.

568

:

But don't forget to also get on

the email marketing train if you

569

:

haven't, because that has a really

high return on ad spend, and you're

570

:

likely to see very good results.

571

:

And don't worry if you can't

create an email every week.

572

:

Start with a month of what you can

manage and then move on from there.

573

:

Brett Deister: All right.

574

:

Thank you, Nicole for joining

Digital Coffee Marketing Brew,

575

:

and sharing your knowledge on

Facebook ads and email marketing.

576

:

Nicole Sciberras: Of course.

577

:

Thank you for having me.

578

:

Can't wait to hear the episode.

579

:

Comes out.

580

:

Brett Deister: Yes, and

thank you as always.

581

:

Please subscribe to this podcast,

one of your favorite podcast ads.

582

:

Review really does help with the rankings.

583

:

And as always, guys, join us next

week as we talk to great Poter

584

:

in the PR and marketing industry.

585

:

Our guest today is understanding Facebook

ads if you need to do it right now and

586

:

get on that female marketing train.

587

:

See you next week later.

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Brett Deister