Episode 79: How to Use Meta Ads to Grow Your Podcast in 2026 with Brooklyn Grotte
The Meta Ads Playbook for Podcasters: Lead Gen Campaigns, Budget Rules, and What Is Actually Working in 2026 (with Brooklyn Grotte)
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If you have ever wondered whether paid ads would actually help you grow your podcast, or if you are Meta ads curious but Ads Manager makes your eyes glaze over, this episode is for you.
My guest is Meta ad strategist and agency owner Brooklyn Grotte. Brooklyn is a dear friend of mine, and she manages millions of dollars in ad spend every month for her clients. What I love most about her approach is that she makes advertising feel accessible, practical, and human. It does not have to cost you a fortune to get started.
This conversation is actually a recording from a live training Brooklyn gave inside one of my masterminds. In it, she breaks down what is actually working for Meta ads right now, why so many podcasters are wasting money on the wrong types of campaigns, and how even a small budget can help you grow your audience, build your email list, and attract the right listeners.
Brooklyn shares the ad strategies she is seeing succeed in real time, the difference between awareness, engagement, and lead generation campaigns, and why founder-led content is outperforming AI-generated ads right now. Whether you are completely new to paid ads or you have been experimenting without much luck, you are going to walk away with a clear understanding of how to use ads strategically to support your podcast and your business as a whole.
Here's a glance to the episode:
Why lead generation ads outperform awareness ads for podcast growth
How Meta's Advantage Plus targeting works and why manual interest stacking is dead
Why founder-led video is outperforming AI avatars and AI-generated content right now
The four ad plays for podcasters: subscribe, episode, lead magnet, and private podcast
Why a curated podcast playlist makes one of the most effective lead magnets
The real numbers behind Meta's learning phase and how many conversions you need before scaling
Budget guidance for lead gen ads, engagement ads, and low-ticket offers
Why boosting Instagram posts rarely works (and the one case where it does)
The five stages of buyer awareness and how to create ads for each stage
How to use AI tools like Claude to research competitor ads and generate hook variations
Why your offer, not your ad creative, is usually the real bottleneck
The rule of thumb for scaling ad budget without breaking your results
Why episode soundbites outperform generic show trailers as ad creative
Timestamps:
03:06: How Kylee and Brooklyn met and why community matters
08:53: What is working in Meta ads right now (the Andromeda algorithm explained)
10:16: Advantage Plus targeting: why manual interest stacking is no longer needed
10:50: Why lead gen ads to a free offer are working better than awareness ads
11:35: Founder-led video vs. AI avatars: a real test and real results
12:59: How to use the Meta Ads Library to research competitor ads
14:49: Comment-to-DM keyword ads and why they work
16:11: Why boosting Instagram posts rarely makes sense (and the one exception)
20:38: The four ad plays for podcasters: subscribe, episode, lead magnet, private podcast
23:44: Why a curated podcast playlist is one of the most effective lead magnets
26:25: Three budget zones and how much to spend based on your goal
26:55: The learning phase explained: how many conversions you need before Meta optimizes
33:46: How Meta billing actually works (it is not cost per click)
37:37: Is it too early in your business to run paid ads?
42:16: Recommendation: lead gen over awareness or engagement for podcasters
42:54: Static vs. video vs. carousel: what performs and how Brooklyn splits her content mix
44:08: The five stages of buyer awareness and how to speak to each one
47:01: Using AI (Claude and ChatGPT) for hook research and ad variations, not first drafts
49:13: Why Brooklyn does not recommend TikTok ads right now
49:32: Paid podcast cross-promotion as an underused strategy
50:11: Setting up the Meta Pixel (and why you need it)
51:17: Why episode soundbites outperform generic show trailers
52:29: iOS 17, broken attribution, and why UTMs matter
53:47: The scaling rule: do not scale budget until you hit 30 conversions in 7 days
54:37: Why the bottleneck is rarely the ad itself (audit your offer first)
1:00:09: How to structure a direct-to-camera ad video that hooks in the first 3 seconds
1:05:35: Where to find and follow Brooklyn
If You're Asking These Questions, You're in the Right Place:
Should I run paid ads to grow my podcast?
What type of Meta ad works best for podcasters?
How much should I budget for Facebook and Instagram ads?
What is Meta's Advantage Plus targeting and how does it work?
Is it too early in my business to start running ads?
Should I boost my Instagram posts?
How do I use a podcast playlist as a lead magnet ad?
How is AI changing paid advertising in 2026?
What Is Actually Working in Meta Ads Right Now
Brooklyn opened with an important mindset shift: you do not need to outsmart the Meta algorithm anymore. The back-end machine learning model, sometimes referred to as Andromeda, has been trained on billions of data points about what audiences want to see. That means the old strategy of manually stacking interests (typing in names like Amy Porterfield or Jenna Kutcher to build a custom audience) is no longer necessary.
Instead, Meta now uses what is called Advantage Plus targeting. You simply create strong creative and clear copy, and the algorithm finds your ideal buyers based on that content. This takes a massive amount of pressure off podcasters who used to stress over building the perfect audience profile.
For podcast growth specifically, Brooklyn recommends lead generation ads to a free offer over awareness ads. An awareness ad is essentially a digital billboard. You do not know if the people seeing it are your ideal listeners. A lead gen ad, on the other hand, tells Meta exactly what action you want someone to take, which means the algorithm can find people who are actually likely to opt in and listen.
Founder-Led Video Is Beating AI-Generated Content
One of the most interesting parts of this conversation was Brooklyn's real-time experiment. She recently tested an AI avatar for a podcast-style ad using tools like Arcads and Higgsfield with the latest AI video models. It flopped. She lost more money than she made.
In comparison, an unedited video shot on her phone of her simply talking to the camera performed great and drove sales.
This is genuinely good news for podcasters. The entire premise of your show is getting people to listen to your voice and connect with you. If you show up on camera as yourself, that authenticity is going to resonate with your audience more than a polished AI avatar ever will.
Brooklyn also shared a static ad example from the Meta Ads Library (a free tool where you can view any active ad running on the platform) showing a simple photo with a bold, clear offer for a private podcast. The ad had been running for over a month, which is a strong signal that it was converting well, since advertisers do not keep spending money on ads that are not working.
The Four Ad Plays for Podcasters
Brooklyn broke down four distinct ad strategies, ranked from least to most effective for podcast growth.
The subscribe play. This is an ad that simply says "subscribe to my podcast." Brooklyn does not recommend this as a primary strategy because it gives the listener nothing in return. It works better as a retargeting ad for people who already know you, such as someone who recently joined your email list.
The episode play. This uses a specific episode clip, often an 8 to 15 second soundbite, as the ad creative. It sends people to a landing page with an email capture tied to that specific episode. This is a better fit because you are offering something of clear value in exchange for their contact information.
The lead magnet play. This is Brooklyn's top recommendation for podcasters. Instead of promoting a single episode, you promote a curated bundle, most effectively a podcast playlist built around one specific pain point. People do not feel like they are just being told to subscribe. They feel like they are getting a solution to a specific problem, and you are capturing their email in the process.
The private podcast play. This is even more powerful for service-based businesses. You promote access to an exclusive, gated podcast experience, similar to the lead magnet play but positioned as premium and evergreen.
If you only set up one play this quarter, Brooklyn's advice is clear: make it the lead gen opt-in, whether that is a curated playlist or a single powerful episode soundbite.
Understanding Meta's Learning Phase and Budget Zones
This is one of the most tactical sections of the training, and it answers a question nearly every podcaster has: how much should I actually spend?
When you launch an ad, Meta puts it into a learning phase where it is trying to identify your ideal buyers. The threshold recently dropped from 50 conversions in a week down to 25. A conversion equals whatever your ad's objective is, so if you are running a lead ad, a conversion means one person opting in.
Once your ad hits that threshold, delivery status changes from "learning" to "active," meaning Meta has enough data to fully optimize who it shows your ad to.
Brooklyn shared three general budget zones.
$5 to $10 a day works for engagement or awareness ads, but this is the least effective use of budget if your goal is podcast growth specifically.
$25 to $100 a day is Brooklyn's recommendation for lead gen ads. This gives the algorithm enough spending power to move through the learning phase efficiently and get fully optimized.
Higher budgets (like $5,000 over two weeks) make sense for launch blitzes with a defined open and close window, where you want maximum exposure in a short period.
For low-ticket offers, Brooklyn's rule of thumb is to budget at least one times your product price per day to get one conversion. If you sell a $27 guide, plan to spend around $27 a day. Profit comes from order bumps and upsells layered behind that initial offer.
Once your ad is converting consistently, Brooklyn recommends scaling budget by no more than 20% per week to avoid disrupting the algorithm's optimization.
Should You Boost Instagram Posts?
Short answer: rarely.
Brooklyn only recommends boosting a post if it is already getting strong organic engagement (saves, follows, comments) on its own. In that specific case, boosting can extend the reach of content that is already proven to resonate.
Two important details: always boost from your desktop, not your phone, since Apple charges a 30% fee on in-app purchases through the Instagram app. And know that boosted posts are optimized to find people who will engage with your organic content and grow your following, not necessarily to drive leads or sales.
The Five Stages of Buyer Awareness
Brooklyn walked through a psychology-based framework she uses to create ad creative that speaks to different types of audiences.
Unaware and problem aware describe cold audiences who do not yet know they have a problem your podcast could solve. Your ad needs to help them realize the need before anything else.
Solution aware describes someone who knows they have a problem but has not decided what kind of solution fits, whether that is a podcast, a mentor, or a book.
Product aware describes someone who has decided a podcast is the right solution and is now deciding whose podcast to listen to.
Most aware describes someone who already knows your podcast is the right fit. This is where testimonials, reviews, and social proof perform best, since you no longer need to convince them they have a problem. You just need to give them the final nudge.
Understanding which stage your audience is in helps you choose the right message, the right creative, and the right offer for each ad.
How Brooklyn Uses AI in Her Ad Strategy
Brooklyn was candid about her AI workflow. She estimates she uses AI tools like Claude for about 50% of her ad creation process, primarily for research and generating variations, not for writing final copy verbatim.
One of her favorite prompts: give Claude a link to the Meta Ads Library and ask it to research your top competitors' active ads, identify the ones that have been running longest (a signal they are converting well), and extract the hooks and captions being used. From there, you can apply those patterns to your own offers and generate fresh hook ideas.
Her rule: use AI for variations, not first drafts. She can tell almost instantly when an ad was written entirely by AI, and audiences are starting to notice too. The human review layer, matching tone, voice, and actual brand fit, is what keeps ads from feeling generic.
The Real Bottleneck Is Rarely the Ad Itself
One of Brooklyn's biggest pieces of wisdom: when ads are not converting, most people blame the ad creative. But the real breaking point is usually somewhere else in the funnel.
Before assuming your ad is the problem, audit your landing page messaging, your offer clarity, and your audience targeting. Is the promise on your opt-in page crystal clear? Is your offer something your audience has already shown they want? A well-targeted ad with a weak landing page will underperform every time, regardless of how good the creative is.
Practical Tips Before You Launch
Set up your Meta Pixel (a snippet of tracking code placed in your website's header) so Meta can track when someone takes action after clicking your ad. This is non-negotiable if you want any real data.
Use episode-specific soundbites rather than generic show trailers. An 8 to 15 second clip that speaks to a specific outcome will always outperform a broad "come listen to my podcast" trailer, because it gives people a concrete reason to click.
Understand that iOS 17 broke a lot of tracking attribution, which is why UTM parameters matter if you want detailed insight into where your conversions are actually coming from.
And finally, do not scale your budget until you hit at least 30 conversions in 7 days. Stability before scale.
Your Next Steps
If you want weekly insights on podcast growth, marketing strategy, and turning listeners into subscribers, join the newsletter at:
Resources & Links
Connect with Brooklyn
Instagram: @bizwithbrooklyn
Website:podcastmarketinghub.com
Podcast:Podcast Growth Tools
Instagram:@kyleejchandler
Let’s Connect!
Share your favorite trend from this episode or ask questions by DMing me on Instagram at @thepodcastmarketinghub.
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Kylee Chandler: Hey friend, and welcome back. So if you've ever wondered whether paid ads would actually
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Kylee Chandler: help you grow your podcast, or if you're meta ads curious, or honestly, if meta ads manager,
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Kylee Chandler: like totally makes your eyes glaze over, I want you to listen to this episode.
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Kylee Chandler: So today I'm joined by meta ad strategist and agency owner, Brooklyn Grotty. Brooklyn is
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Kylee Chandler: actually a dear friend and she manages millions of dollars in ad spend every single month for her
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Kylee Chandler: clients. But what I love most about her approach is that she makes advertising feel accessible,
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Kylee Chandler: practical, and human. And like it doesn't have to cost you a small fortune. So in this conversation,
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Kylee Chandler: this is actually a recording from one of my masterminds. So Brooklyn came in and did a training,
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Kylee Chandler: but she's going to be breaking down what exactly is actually working for meta ads right now.
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Kylee Chandler: Why many podcasters are wasting money on the wrong types of campaigns and how even a small budget can help you grow your audience, build your email list and attract the right listeners, which is what we love, right? That's what we're all about.
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Kylee Chandler: So Brooklyn shares the ad strategies she's seen succeed in real time.
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Kylee Chandler: the difference between awareness, engagement, and lead generation campaigns, and why founder-led
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Kylee Chandler: content is outperforming AI-generated ads, which was so interesting. So whether you're completely new
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Kylee Chandler: to paid ads, or you've kind of been experimenting, maybe you've had some luck, maybe not, and you're not
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Kylee Chandler: really sure if it's worth it to continue, I want you to really feel like you can walk away with a clear
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Kylee Chandler: understanding of how to use ads strategically to support not only your podcast, but your business as a
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Kylee Chandler: hole. All right. So help me welcome Brooklyn. She's amazing. Let's dive in.
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Kylee Chandler: If you've ever wished you had a podcasting pro with nearly a decade of experience whispering growth
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Kylee Chandler: into your ear, that's exactly what you'll get when you tune into podcast growth tools with me,
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Kylee Chandler: your host, Kylie Chandler. This is the ultimate show for you. If you're ready to grow your podcast
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Kylee Chandler: audience, skyrocket engagement, and turn your show into a traffic-driving list-building powerhouse.
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Kylee Chandler: I've been in the podcasting world since 2015, helping creators like Amy Porterfield grow their
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Kylee Chandler: to over a million downloads a month. My superpower? Breaking down proven podcast strategies and marketing
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Kylee Chandler: techniques into step-by-step guidance you can actually implement without fluff, overwhelm, or
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Kylee Chandler: guesswork. On this show, we're getting real about what actually moves the needle when it comes to
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Kylee Chandler: growing your podcast audience and using it to boost your email list growth from actionable insights and
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Kylee Chandler: expert interviews to behind the scenes secrets. I'll help you turn your podcast into a traffic driving
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Kylee Chandler: list growing machine. Grab your earbuds, hit subscribe, and let's take your podcast to the next level.
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Kylee Chandler: So welcome, welcome everyone. I'll kind of share a little bit about Brooklyn.
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Kylee Chandler: and how we met. And then I'm going to let her take it away because I gave her, we went back and forth a
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Kylee Chandler: lot on what to focus on here. And so I know she's, she's so smart that it's almost like when you have
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Kylee Chandler: to have somebody so smart and knowledgeable in a space, it's like, how do you, you have to trim is
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Kylee Chandler: you can't just be like, you know, you have to be like, well, we probably should only focus on these,
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Kylee Chandler: even though you could do all the things, but all right. So those of you who are in my mastermind,
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Kylee Chandler: Brooklyn is a wonderful, wonderful example of why you should really, really connect and get to know the
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Kylee Chandler: other women in your mastermind because Brooklyn and I were introduced through Brie Groves mastermind
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Kylee Chandler: and became like Insta business besties. And she's been such a blessing to have just to strategize, bounce ideas
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Kylee Chandler: and just like be cheerleaders for each other. And I got to teach in her community. She comes into mine.
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Kylee Chandler: So this is why having a community is so, so important.
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Kylee Chandler: But Brooklyn is the smartest person when it comes to meta ads.
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Kylee Chandler: Not only has she really cracked the code on how to run any type of ad, whether it's a
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Kylee Chandler: $5 a day or you have, or she runs like millions, she can tell you how much, but millions of dollars
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Kylee Chandler: in ad spends for her clients because now she also runs an ad agency, which is like so impressive.
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Kylee Chandler: And she does it with heart, which if you're in my world, you're not going to be able to
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Kylee Chandler: you know that that's what's important. And so she's going to really dive into just like
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Kylee Chandler: how we can be using ads from a very almost like basic standpoint to drive traffic to our podcast,
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Kylee Chandler: to our offers. And then she's also going to answer a lot of your questions. So I'm going to let her
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Kylee Chandler: take it away. Thank you so much for that nice intro. I was just reading some of the comments in the chat
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Brooklyn Grotte: and I love that some of you are coming in with no experience, which is just fine. Looks like
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Brooklyn Grotte: some of you have tried. Andrea, you've tried paid ads to a webinar. Love that. So we're just,
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Brooklyn Grotte: I'm going to do a little bit of a broad overview. My friend Claude helped me do some presentation slides,
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Brooklyn Grotte: but I'm not, I'll be honest, I'm not a huge presentation slide girly, but I have some just to
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Brooklyn Grotte: go off of. One thing I do want to say is feel free to ask questions anytime. This is loosely structured,
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Brooklyn Grotte: So if I'm going through something and you're like, ah, I just don't know.
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Brooklyn Grotte: We love Claude.
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Brooklyn Grotte: Yes, we love, love Claude too.
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Brooklyn Grotte: Thank Evans, we're Claude.
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Brooklyn Grotte: And so I've geared the topics today mainly to podcast growth.
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Brooklyn Grotte: And Kylie and I had chatted about what would be most useful for all of you guys.
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Brooklyn Grotte: But just know that a lot of these strategies and things can be applied to any type of offer
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Brooklyn Grotte: I'll talk about them mainly as it.
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Brooklyn Grotte: pertains to podcasts, but just know that like a webinar or any other type of offer, like
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Brooklyn Grotte: these things can be used for a wide variety of intentions. But I have a few slides. So since
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Brooklyn Grotte: Claude worked so hard for me on these, I will share. And let's see. So we're just going to talk about
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Brooklyn Grotte: ads, guys. I'll give you a little overview of me. Kylie was saying that I have an agency now,
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Brooklyn Grotte: which has been really awesome. It's just evolved from one thing to the next. I live on a farm in
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Brooklyn Grotte: Minnesota with my hubby and three kids, and our agency deploys about $2 million a month across our
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Brooklyn Grotte: clients. We have a capped client load. We don't like to take more than 10 clients if possible. Each one's
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Brooklyn Grotte: very high touch. One of my signature case studies was I used a $5 ad to turn into $79,000, which feels
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Brooklyn Grotte: kind of weird to say, but it is just kind of this snowball effect. And I'm going to show you guys
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Brooklyn Grotte: some examples of what that could look like. And then another case study, I have a 27 cent lead,
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Brooklyn Grotte: which I'm going to show you lead ads today, also turned into an $8,000 client within 90 days. So low
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Brooklyn Grotte: a ticket ads can work. I help a lot of women make them work in their business. And I really just love
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Brooklyn Grotte: showing other female business owners how to use these tools and let it be easy because I think
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Brooklyn Grotte: it's when you go into ads manager it can feel kind of intimidating and it looks like this big
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Brooklyn Grotte: and it really like if we can simplify it as much as possible so you can just you know know what you
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Brooklyn Grotte: you need to know and then get after it and I've built two six-figure businesses so I started ads to grow
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Brooklyn Grotte: my photography business and I live the closest target literally is an hour and a half away
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Brooklyn Grotte: I needed ads to get people to come to me or for me to get to them.
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Brooklyn Grotte: And so that's how I got started.
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Brooklyn Grotte: I used $5 a day ads and I got really scrappy.
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Brooklyn Grotte: So every lead that came in, I was following them on Instagram or sending them an email back
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Brooklyn Grotte: and I was trying to make those $5 go as far as I could.
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Brooklyn Grotte: And that's essentially how I was able to scale so quickly with ads.
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Brooklyn Grotte: So then I used ads to grow my coaching business because people were asking how I was doing it.
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Brooklyn Grotte: And then it turned into people asking me to do it for them.
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Brooklyn Grotte: And then we started an agency. And so now we're full blown. We've got a team of seven right now. And yeah, scaling. So that's a little about me, a little background. And I think what's really fun is that while I'm deploying ads for clients, I get to bring it back to women like you and my educational groups to tell them like, okay, this is what we're seeing right now. This is what's working. Like, go try this. And so we get really current and real time feedback.
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Brooklyn Grotte: on what's landing. And especially right now, everyone, I don't know if you've heard like Andromeda,
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Brooklyn Grotte: it's just the way they describe the meta ad algorithm now. People will throw that around and it likes to
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Brooklyn Grotte: make you feel like you don't know what you're doing when really it's pretty straightforward. So anyways,
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Brooklyn Grotte: I'm going to try and break it down for you here, kind of what's working in 2026. So we don't need to
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Brooklyn Grotte: outsmart the algorithm. Really, how the meta algorithm is set up right now and how smart they
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Brooklyn Grotte: call Andromeda, it's just the back-end machine learning model of the meta algorithm. And it has
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Brooklyn Grotte: it has gotten billions of data points on what works and what your audience wants to see. And so they
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Brooklyn Grotte: have it so dialed in that you used to have to, like it says to skip, you used to have to do manual
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Brooklyn Grotte: interest stacking, meaning you'd want to put all the interests that you thought your audience would
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Brooklyn Grotte: like. So you could type in Amy Porterfield or Jasmine Starr or Jenna Kutcher and you'd try to make
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Brooklyn Grotte: these custom audiences based on what you thought your audience would like to then go run ads to those
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Brooklyn Grotte: but now in 2026, Meta has kind of done away with that and they've, it's called Advantage Plus Targeting
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Brooklyn Grotte: or some people will say ASC. So it's an Advantage Shopping Campaign is the,
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Brooklyn Grotte: the meaning of it, but it just essentially means that Meta is able to go find your ideal buyers
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Brooklyn Grotte: based on your copy and your creative. So you no longer need to get super worried about who's in your
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Brooklyn Grotte: interest stack or what their income level is or what they eat for breakfast, but really you can just
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Brooklyn Grotte: you dial in your creative and the words on your ad and then use Advantage Plus and the algorithm will
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Brooklyn Grotte: go find your buyers. So that's what's working right now. Lead gen ads to a free thing. This is what
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Brooklyn Grotte: we're going to talk about for podcasts specifically. Instead, I would skip you kind of if you're going
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Brooklyn Grotte: to compare left to right and awareness ad. So we'll talk about the different types of ads. But awareness
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Brooklyn Grotte: that is kind of like a billboard ad that you just put up on the side of the road and hope somebody clicks
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Brooklyn Grotte: on it. You don't know if they're ideal buyers. I would say it's if you're trying to strategically
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Brooklyn Grotte: grow your podcast, I would skip awareness ads because it's going to be more of a waste of your
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Brooklyn Grotte: versus doing a lead gen ad, which is specific, telling Meta, I want to lead from this, go find people
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Brooklyn Grotte: that will want to click in and listen. So lead gen ads to a free thing is working. A founder-led video of up to 30 seconds.
11:36.050 --> 11:43.670
Brooklyn Grotte: This is where I know one of the questions that came through is how is AI affecting things, and it is one thing I'm seeing
11:43.670 --> 11:48.870
Brooklyn Grotte: where founder-led video, meaning like you talking to camera, you doing just like a talking head reel
11:48.870 --> 11:56.710
Brooklyn Grotte: is connecting so much more now because it's you versus an AI, either photo or video. Just last week,
11:56.770 --> 12:05.030
Brooklyn Grotte: I tested actually an AI avatar and it was a podcast style AI avatar. And Kylie knows I have a bit of a
12:05.030 --> 12:10.370
Brooklyn Grotte: complex for some reason when it comes to recording podcast stuff. I don't know why, but for some reason,
12:10.370 --> 12:11.990
Brooklyn Grotte: I was like, okay, I'll make this AI avatar.
12:12.230 --> 12:17.410
Brooklyn Grotte: I went into Arc ads and like use like Higgs field and all the, all the latest like seed dance 2.0.
12:17.410 --> 12:20.190
Brooklyn Grotte: And, and, uh, it flopped.
12:20.270 --> 12:23.650
Brooklyn Grotte: And the perch, like I did not get very many purchases from it.
12:23.670 --> 12:25.810
Brooklyn Grotte: I lost more money than I made on it.
12:26.150 --> 12:27.710
Brooklyn Grotte: But I was just testing it.
12:27.710 --> 12:36.790
Brooklyn Grotte: And in comparison to an unedited video from my phone of me, just talking face to camera performed great and drove sales.
12:37.010 --> 12:38.970
Brooklyn Grotte: So that's working right now.
12:39.370 --> 12:45.470
Brooklyn Grotte: which is great news for you guys, right? Because if you were managing podcasts and the whole point is to
12:45.470 --> 12:50.490
Brooklyn Grotte: to get people to listen to you, if you just show up on camera, that is going to resonate with your
12:50.490 --> 12:58.010
Brooklyn Grotte: audience. A static photo with a strong hook and copy. So think of, and I can show you some examples too.
12:59.150 --> 13:06.330
Brooklyn Grotte: Fun fact, there's meta ads library where you can go and see anybody's ads at any time. So if you just
13:06.330 --> 13:15.030
Brooklyn Grotte: type in ads library Facebook. It will pop up and I pulled up, I've gotten a few of her ads and when I
13:15.030 --> 13:22.830
Brooklyn Grotte: was prepping for a podcast specifically, it made me think of these ads because one of the ads is for her
13:22.830 --> 13:30.430
Brooklyn Grotte: private podcast. So I don't know if I can zoom in on it here, but this would be an example of a static ad
13:30.430 --> 13:37.450
Brooklyn Grotte: with text on screen that's really obvious what the offer is because hopefully I'm trying to make it as
13:37.450 --> 13:43.090
Brooklyn Grotte: as big as possible here because it's a private podcast but all it is a static image it's one image of
13:43.090 --> 13:49.350
Brooklyn Grotte: and it's got the offer really clear on it of what it is and it's got the private podcast listed so this is a
13:49.350 --> 13:55.250
Brooklyn Grotte: a great idea for all of you too of something straightforward with your face really clear the
13:55.250 --> 14:01.990
Brooklyn Grotte: offer is big and bold. And of course, she's got other ads too with reviews. Those are great authority
14:01.990 --> 14:09.090
Brooklyn Grotte: builders. And, you know, with more how we generate weekly high ticket, more proof building. But this is a
14:09.090 --> 14:14.490
Brooklyn Grotte: great example. And also, it's kind of cool. You can see the active status on ads when you come in here. So you
14:14.490 --> 14:21.290
Brooklyn Grotte: can see like how long someone's been running the ad. So for instance, let's see if we can zoom out on this. This
14:21.290 --> 14:28.510
Brooklyn Grotte: one's been running since February 27th. It's longer, a month longer than this one and a month longer
14:28.510 --> 14:33.190
Brooklyn Grotte: than this one. So that tells you that this is a high converting ad because someone's not going to
14:33.190 --> 14:40.910
Brooklyn Grotte: leave an ad running for a long time if it's not converting. So another proof point of why that type of
14:40.910 --> 14:49.090
Brooklyn Grotte: ad, a static photo with a strong hook is a win. Comment to DM keyword ads. I bet there's some in this ad
14:49.090 --> 14:54.410
Brooklyn Grotte: library even where and you've probably seen it where you say like comment podcast to get the link
14:54.410 --> 15:02.430
Brooklyn Grotte: something like a direct action i don't know if uh let's see somebody i could show you
15:02.430 --> 15:13.030
Brooklyn Grotte: because we've made her ads um and i know she uses a ton of uh called action is michelle gifford um
15:13.030 --> 15:18.810
Brooklyn Grotte: and so she does a lot of like b-roll type content where it's just her talking or walking
15:18.810 --> 15:26.010
Brooklyn Grotte: past the screen with an on-screen hook, and then it will say, like, comment in the caption, like,
15:26.370 --> 15:34.310
Brooklyn Grotte: comment B-roll or comment, you know, POV, which you could go down the whole captions that's showing here,
15:34.490 --> 15:42.490
Brooklyn Grotte: the freebie. So that is something that's working really well right now as a direct call to action.
15:42.490 --> 16:11.570
Brooklyn Grotte: So in general, these are things that are working. Skip the manual interest stack, skip an awareness ad, boosting Instagram posts. There's only one instance that I'm a fan of boosting posts. And it's not like it's, I feel like some people take really strong stances on boosting posts. And it, there is a reason that you can do it. It works if it's your organic content.
16:11.570 --> 16:14.250
Brooklyn Grotte: The only time I like to, I should check the chat too.
16:14.370 --> 16:14.850
Brooklyn Grotte: Sorry, guys.
16:14.890 --> 16:16.150
Brooklyn Grotte: I'm terrible at checking the chat.
16:16.710 --> 16:19.310
Brooklyn Grotte: Um, I'll pause here after I talk about boosted posts.
16:19.470 --> 16:25.890
Brooklyn Grotte: So the, the reason that the case where I would use a boosted post is if you have a piece of
16:25.890 --> 16:31.270
Brooklyn Grotte: a content that's getting a ton of engagement organically and say people are starting to follow
16:31.270 --> 16:37.550
Brooklyn Grotte: you from it or get a ton of saves, then, and only then would I take that post and boost it.
16:37.730 --> 16:41.330
Brooklyn Grotte: Now, if you're going to boost, do it from your desktop, not from your phone, because
16:41.330 --> 16:47.430
Brooklyn Grotte: Apple will charge you a 30% fee from the Instagram app on your phone versus if you boost from your
16:47.430 --> 16:54.170
Brooklyn Grotte: if you open up Instagram you don't get that fee so then you can go in and boost and then in that case
16:54.170 --> 17:00.170
Brooklyn Grotte: I would run it to people that look like your current audience with the purpose of visiting your Instagram
17:00.170 --> 17:07.490
Brooklyn Grotte: because the organic algorithm is optimized the boosting algorithm if you want to call it is optimized for
17:07.490 --> 17:18.170
Brooklyn Grotte: your organic content, meaning it's set up to go find followers that will like your grid and your
17:18.170 --> 17:24.010
Brooklyn Grotte: organic content. They just introduced where you can boost a post for a sale. Not everybody can do that,
17:24.130 --> 17:31.230
Brooklyn Grotte: but a few accounts have that option now. That's newer. But up until now, because really,
17:31.230 --> 17:37.470
Brooklyn Grotte: you, ideally with an ad, you either want a sale or you want a lead, because the whole point,
17:37.490 --> 17:44.330
Brooklyn Grotte: of running an ad is to get somebody in your inbox to buy or go to the site and buy. So anyways,
17:44.600 --> 17:50.450
Brooklyn Grotte: that's the only case I would ever boost. Okay. Now I'll check the chat here for some questions.
17:51.190 --> 17:56.970
Brooklyn Grotte: Just started running these today. Okay. Where in Minnesota? I got to go back up. Oh, Natasha. Love
17:56.970 --> 18:03.690
Brooklyn Grotte: that. Another Minnesota gal. Yes. I am Southwest corner down just about to Iowa. Closer to Sioux Falls
18:03.690 --> 18:07.080
Brooklyn Grotte: probably. Just started running these today. Oh, which one did you just start running, Kylie?
18:07.490 --> 18:08.190
Brooklyn Grotte: The DM.
18:09.170 --> 18:23.710
Brooklyn Grotte: Awesome. Okay. We'll see how that goes. I'll stay tuned, but I'm so glad you talked about the Boosty Instagram, because I get asked that all the time. I'm like, I'm not an ads expert, so I'm not actually sure. So it's such a good example of when to use it and mostly not to.
18:24.080 --> 18:30.770
Brooklyn Grotte: And it can work, but I would just do it if it's content that has actually brought saves or follows.
18:31.130 --> 18:40.070
Brooklyn Grotte: Okay, what about awareness to increase engagement visibility to our socials if we're trying, for example, increase our email list or find a larger audience of our ideal clients?
18:40.450 --> 18:41.100
Brooklyn Grotte: Great question.
18:42.270 --> 18:44.410
Brooklyn Grotte: I know I just touched on awareness ads.
18:45.270 --> 18:52.890
Brooklyn Grotte: The case when it is a good use of your budget, here's the thing.
18:53.030 --> 18:55.080
Brooklyn Grotte: You can also run an engagement ad.
18:55.860 --> 19:06.410
Brooklyn Grotte: So if you are looking for engagement on your socials, if you want people to follow you or interact, then an engagement ad is going to be a better fit than an awareness ad.
19:07.490 --> 19:11.270
Brooklyn Grotte: It's not that much more expensive compared to an awareness ad.
19:12.860 --> 19:21.490
Brooklyn Grotte: I, and honestly, I used to just run awareness for followers for a general like, hey, like throw this up to, and it can work.
19:21.580 --> 19:24.490
Brooklyn Grotte: It's just the cheapest, broadest ad that you could run.
19:24.970 --> 19:28.490
Brooklyn Grotte: So I now prefer to use an engagement ad instead
19:28.490 --> 19:32.030
Brooklyn Grotte: because it's more tied to a specific outcome
19:32.030 --> 19:33.910
Brooklyn Grotte: because I want them to engage.
19:34.050 --> 19:35.910
Brooklyn Grotte: I want them to go to my Instagram profile.
19:36.100 --> 19:36.100
I want them to go to my Instagram profile.
19:36.100 --> 19:38.050
Brooklyn Grotte: Also, when you set up an engagement ad,
19:38.080 --> 19:39.710
Brooklyn Grotte: it gives you an option in Ads Manager
19:39.710 --> 19:42.100
Brooklyn Grotte: to see how many follows come from that.
19:42.390 --> 19:45.070
Brooklyn Grotte: So it will say Instagram profile visits,
19:45.100 --> 19:47.360
Brooklyn Grotte: and then it will also say Instagram follows.
19:47.690 --> 19:49.530
Brooklyn Grotte: So when you run an awareness ad,
19:49.580 --> 19:56.230
Brooklyn Grotte: you don't get those detailed metrics so it's harder to track exactly who's coming through and what the
19:56.230 --> 20:02.450
Brooklyn Grotte: is for it hopefully that answers your question andrea if you have a more follow-up please yeah no that was
20:02.450 --> 20:07.650
Brooklyn Grotte: yeah that was super helpful thank you yeah of course uh so i brought this up people ask us all the time
20:07.650 --> 20:15.050
Brooklyn Grotte: oh boosted okay yep uh where would warm engagement fit into these or is that worth skipping you just
20:15.050 --> 20:21.100
Brooklyn Grotte: answer my question after I asked, oh no, Natasha, did you, did you get the answer there on
20:21.100 --> 20:29.690
Brooklyn Grotte: where would warming, okay, you're good there, okay, cool, we'll keep going then, up in if you think of
20:29.690 --> 20:38.030
Brooklyn Grotte: anything else, so now we're going to talk about the types, so the right play for your goal, so depending
20:38.030 --> 20:44.970
Brooklyn Grotte: on your purpose for your ad, right, so this is where you want the objective of your ad,
20:44.970 --> 20:47.690
Brooklyn Grotte: to meet the outcome of it.
20:47.810 --> 20:49.650
Brooklyn Grotte: So we were just talking about how an awareness ad,
20:50.070 --> 20:52.230
Brooklyn Grotte: it, the purpose is awareness.
20:52.230 --> 20:53.730
Brooklyn Grotte: It's just to make people aware of you.
20:53.810 --> 20:56.290
Brooklyn Grotte: It's not necessarily to get them to engage.
20:56.570 --> 20:58.150
Brooklyn Grotte: It might get them to engage.
20:58.250 --> 21:02.070
Brooklyn Grotte: It might bring follows, but it's not intended for that.
21:02.490 --> 21:05.990
Brooklyn Grotte: So if you, the right play specifically for podcasts,
21:06.510 --> 21:10.450
Brooklyn Grotte: the subscribe play, I don't love this as a primary goal.
21:10.670 --> 21:13.930
Brooklyn Grotte: I don't want you to run an ad that would just say,
21:14.080 --> 21:20.450
Brooklyn Grotte: subscribe to my podcast. And the reasoning behind this is this gives them nothing in return. You're just
21:20.450 --> 21:27.410
Brooklyn Grotte: putting out an ask and you're not necessarily saying like what this is going to give them or offering any
21:27.410 --> 21:33.150
Brooklyn Grotte: any sort of value to them. So I would only use this for retargeting, meaning after somebody has already
21:33.150 --> 21:39.390
Brooklyn Grotte: a listen to an episode or you have an email list of people that have opted in to join your podcast in
21:39.390 --> 21:45.890
Brooklyn Grotte: their, or your email list, excuse me, and you have their contact info, then you could retarget and say,
21:46.030 --> 21:52.490
Brooklyn Grotte: hey, like, I saw you join my email list. I'd love for you to hit subscribe. And so it's a touch point
21:52.490 --> 22:00.210
Brooklyn Grotte: then. It's not the selling point up front. Oh, the episode play. So add to episode landing page with email
22:00.210 --> 22:09.090
Brooklyn Grotte: capture. This is a better fit simply because you're giving them something in return. So you direct them
22:09.090 --> 22:15.030
Brooklyn Grotte: from the ad that would say, maybe it's a clip that you pull from an episode that's got like a really
22:15.030 --> 22:22.610
Brooklyn Grotte: soundbite and it's like a 8 to 15 second and you use that as the ad and that takes them right to a
22:22.610 --> 22:29.590
Brooklyn Grotte: page where they could capture their email to listen to that specific episode. So it's very specific on
22:29.590 --> 22:35.270
Brooklyn Grotte: they're clicking on this quick reel of a soundbite that's juicy and they want more details so then they
22:35.270 --> 22:40.710
Brooklyn Grotte: go click on the ad, they go to landing page to opt in. That would be better fit. The lead magnet play.
22:40.710 --> 22:47.050
Brooklyn Grotte: This is the one that I alluded to earlier. Um, and what's that? Oh, I just want to, I didn't know
22:47.050 --> 22:51.190
Brooklyn Grotte: if my audio is picking up. Um, I wanted to say, I'm so glad on the episode play, you mentioned
22:51.190 --> 22:57.570
Brooklyn Grotte: landing page to email capture, because I do see people doing the subscribe one, the subscribe ask,
22:57.570 --> 23:02.550
Brooklyn Grotte: the subscribe ask, and then the just like, go check out my podcast or go to this episode, but you can't
23:02.550 --> 23:06.410
Brooklyn Grotte: track it, right? Like sure, you can see who clicked, but you can't see if they took action.
23:06.410 --> 23:12.990
Brooklyn Grotte: And we know we can't with our podcast metrics. We can't really make that line. So anyways, I just,
23:13.230 --> 23:17.630
Brooklyn Grotte: I'm glad you put that because if we're going to be spending money, let's be able to see the return on
23:17.630 --> 23:23.310
Brooklyn Grotte: it. Right. Like where they're coming to. And also that's why I love like the lead magnet because
23:23.310 --> 23:28.450
Brooklyn Grotte: you're getting their email address or this to the episode, as long as you're getting their contact info.
23:28.450 --> 23:35.210
Brooklyn Grotte: so then you can also use that to remarket to them and ultimately offer them your services.
23:35.930 --> 23:44.510
Brooklyn Grotte: So Lead Magnet, this is like a similar one to grow your email list and the whole purpose is to get their email and also deliver something to them.
23:44.510 --> 23:51.250
Brooklyn Grotte: This is where I love a podcast playlist, which I know Kylie is the master of.
23:51.810 --> 23:56.170
Brooklyn Grotte: And she introduced a podcast playlist to my ads girls too.
23:56.750 --> 24:00.590
Brooklyn Grotte: And so, and I can talk you through kind of how I would use that with an ad.
24:01.530 --> 24:06.530
Brooklyn Grotte: But this is where the lead would essentially be an ad for the podcast playlist.
24:06.910 --> 24:13.450
Brooklyn Grotte: So you're speaking to a specific thing that you're delivering through those episodes.
24:13.450 --> 24:17.790
Brooklyn Grotte: So it's a curated list that's just for one specific pain point.
24:18.230 --> 24:22.790
Brooklyn Grotte: And then the ad, when they see it, it's like, oh yeah, they don't feel like they're just being
24:22.790 --> 24:25.250
Brooklyn Grotte: being told to subscribe to listen to something.
24:25.250 --> 24:31.350
Brooklyn Grotte: But it's a, it's, and it also allows them to binge through multiple episodes and experience
24:31.350 --> 24:37.130
Brooklyn Grotte: you, hear your expertise and also be able to solve a problem while also you're getting
24:37.130 --> 24:37.550
Brooklyn Grotte: their email.
24:37.850 --> 24:41.570
Brooklyn Grotte: So that's kind of my preferred method, especially for podcasts.
24:41.870 --> 24:44.190
Brooklyn Grotte: And then even more powerful, the private podcast.
24:44.190 --> 24:52.270
Brooklyn Grotte: This is that same, that example I showed you from Nicole's with her ad just straight to the
24:52.270 --> 24:54.090
Brooklyn Grotte: evergreen experience, which is a private podcast.
24:54.090 --> 24:56.410
Brooklyn Grotte: I know there's many service-based business owners.
24:56.550 --> 24:57.110
Brooklyn Grotte: I'm not sure.
24:58.170 --> 25:00.330
Brooklyn Grotte: I didn't ask ladies in here.
25:00.630 --> 25:01.950
Brooklyn Grotte: Are you all service-based?
25:02.630 --> 25:05.490
Brooklyn Grotte: What kind of businesses are you guys operating?
25:05.970 --> 25:06.830
Brooklyn Grotte: I would love to hear.
25:08.050 --> 25:12.470
Brooklyn Grotte: So we have coaches and astrology and tarot.
25:13.090 --> 25:13.970
Brooklyn Grotte: I don't know.
25:14.030 --> 25:15.690
Brooklyn Grotte: Are you coaching that?
25:16.030 --> 25:17.290
Brooklyn Grotte: I'm not sure, Tammy.
25:17.990 --> 25:20.830
Brooklyn Grotte: , service, functional health, ministry, and life mentoring.
25:22.170 --> 25:22.730
Brooklyn Grotte: I'm not sure.
25:22.730 --> 25:22.890
Brooklyn Grotte: I'm not sure.
25:23.030 --> 25:24.070
Brooklyn Grotte: I'm not sure.
25:24.090 --> 25:24.830
Brooklyn Grotte: Yeah, services.
25:25.450 --> 25:53.210
Brooklyn Grotte: Okay, so a lot of services. Perfect. Okay. So then, yes, it does make sense to have a, like, a private podcast or to, like, deliver a service. Thank you. For some reason, my chat disappeared. You might have to flag me now, Kylie, because it's forever lost. But I'll find it again when I need to. Okay, let's zoom through. Where were we at here? Okay, so private podcast, yes. And then the playlist, which is similar to what I would do for a lead magnet.
25:53.210 --> 25:57.370
Brooklyn Grotte: It's the, which Kylie's amazing at, just more curated.
25:57.550 --> 25:59.750
Brooklyn Grotte: It gives them something specific to grab onto.
26:01.230 --> 26:05.030
Brooklyn Grotte: If you set up only one play this quarter, let it be this one.
26:05.870 --> 26:08.110
Brooklyn Grotte: It would be the lead gen opt-in.
26:08.310 --> 26:09.550
Brooklyn Grotte: That's the one I would start with.
26:09.610 --> 26:11.030
Brooklyn Grotte: I would recommend to you guys.
26:11.030 --> 26:15.890
Brooklyn Grotte: , and you can do this with a podcast playlist or a soundbite from one specific episode.
26:16.590 --> 26:18.870
Brooklyn Grotte: And it would just be an ad to a free download.
26:19.070 --> 26:23.450
Brooklyn Grotte: they opt in, you get their email, and you also get them listening to your podcast.
26:25.350 --> 26:30.350
Brooklyn Grotte: So three budget zones. I know this was a question that was asked about how much we should be spending,
26:30.790 --> 26:40.530
Brooklyn Grotte: what's ideal, if we're just getting started. So this actually changed. So there's a, how meta set up
26:40.530 --> 26:45.130
Brooklyn Grotte: is there's a learning phase. So when you launch your ads the first week, it goes into learning phase to
26:45.130 --> 26:50.050
Brooklyn Grotte: try to find your ideal buyers and it's spending your budget trying to like match you up to get out of
26:50.050 --> 26:55.450
Brooklyn Grotte: a learning phase it used to be you needed 50 conversions in a week so that's what i and that's
26:55.450 --> 27:01.710
Brooklyn Grotte: what i told claude when i was building this it's just recently this last week dropped down to 25 conversions
27:01.710 --> 27:09.070
Brooklyn Grotte: a week so that means that you would need say you set up a lead ad and you want the lead ad to opt into
27:09.070 --> 27:14.810
Brooklyn Grotte: a podcast, you would need 25 people opting in to that lead form to kick out a learning phase.
27:15.350 --> 27:36.570
Brooklyn Grotte: So then you want to budget accordingly, right? So if you want, and 25 is minimum, really ideal is 50 in a week, because then that just means meta knows who you're trying to target, and they're going and finding your ideal buyers, and it's going to be more cost effective. So really, the more the better, but the threshold dropped a bit, which is nice, especially if you're trying to run ads with a lower budget.
27:37.230 --> 27:43.150
Brooklyn Grotte: So $5 to $10 a day, again, for an engagement ad or an awareness if you like that.
27:43.390 --> 27:44.770
Brooklyn Grotte: But awareness is a little more general.
27:44.910 --> 27:49.850
Brooklyn Grotte: That's like the least I would go to get some sort of outcome from it.
27:50.530 --> 27:54.030
Brooklyn Grotte: For a lead gen, I love $25 to $100 a day.
27:54.270 --> 28:02.930
Brooklyn Grotte: And the reason I like this is say you are running your lead gen ad to join your private podcast list.
28:03.270 --> 28:09.930
Brooklyn Grotte: If you're running at $25 a day, this gives the algorithm enough money that it's not constrained
28:09.930 --> 28:15.790
Brooklyn Grotte: and it can go find your ideal buyers, get you out of learning phase, and be fully locked
28:15.790 --> 28:17.810
Brooklyn Grotte: in and optimized for your buyers.
28:18.130 --> 28:20.530
Brooklyn Grotte: So it's not to say you can't run them for cheaper.
28:20.650 --> 28:32.490
Brooklyn Grotte: It's not to say you can't run them for cheaper.
28:32.490 --> 28:37.470
Brooklyn Grotte: getting 10 people on your list every single day, getting their emails, listening to their
28:37.470 --> 28:43.530
Brooklyn Grotte: So if you can, I mean, you'll hit those 25 to 50 conversions quickly, then bump out a learning
28:43.530 --> 28:49.890
Brooklyn Grotte: phase and be fully optimized. But again, you can start lower, just know it will take longer to get those
28:49.890 --> 28:55.830
Brooklyn Grotte: to launch blitz. I know someone in the questions had asked about, like someone they knew in the launch
28:55.830 --> 29:05.010
Brooklyn Grotte: phase had spent like about 5k for two weeks. This makes sense if you have an open and close window,
29:05.010 --> 29:12.370
Brooklyn Grotte: if you're wanting to go really hard and get a ton of exposure and it's just before a launch.
29:14.070 --> 29:23.010
Brooklyn Grotte: Here's my two cents on budget in general. There is an ad for any budget. It just depends on what the
29:23.010 --> 29:30.450
Brooklyn Grotte: outcome is that you're wanting, right? Like you, it's not feasible to expect to spend five bucks a day
29:30.450 --> 29:41.230
Brooklyn Grotte: and consistently have $20,000 sales. Like that doesn't match. However, if you run $5 a day and you're
29:41.230 --> 29:46.510
Brooklyn Grotte: really scrappy with your ads with engagement, like I was talking at the beginning, how I ran $5 a day ads
29:46.510 --> 29:50.450
Brooklyn Grotte: to Legion and I was taking their email addresses and their contact info and I'd go follow them on
29:50.450 --> 29:55.710
Brooklyn Grotte: Instagram and I'd engage with them and like warm them up, then by all means, yes, you can get bigger
29:55.710 --> 30:05.830
Brooklyn Grotte: sales. But for the most part, your budget is going to be in, it's like as you scale budget, you can scale
30:05.830 --> 30:14.570
Brooklyn Grotte: for price is how I look at it. So when I'm running a sales ad, for example, I do low ticket offer, like a, maybe
30:14.570 --> 30:20.070
Brooklyn Grotte: like a downloadable guide that you guys would have, like a $27 offer. I like to spend at least one X the
30:20.070 --> 30:28.030
Brooklyn Grotte: product price per day to get one conversion. So I plan to spend a minimum of $27 a day to get one sale.
30:28.450 --> 30:33.710
Brooklyn Grotte: So how do you make profit on that? That's where an order bump comes in. That's where upsells come in
30:33.710 --> 30:42.930
Brooklyn Grotte: because your ad spend should cover the price of your offer and then your margin is in whatever, say you
30:42.930 --> 30:49.890
Brooklyn Grotte: have an AI that is going to help them get the result faster and that's a $17.
30:50.070 --> 30:54.890
Brooklyn Grotte: bump and then maybe you have an upsell that's like a membership program that's like 500 a month
30:54.890 --> 31:02.890
Brooklyn Grotte: that's where the extra money comes in so that's when you people ask how much should I spend I always
31:02.890 --> 31:08.130
Brooklyn Grotte: I always start with what's your objective because once you know what you're trying to do with your ad
31:08.130 --> 31:13.610
Brooklyn Grotte: then you can decide on what you want to spend so hopefully that does that make sense to you guys on
31:13.610 --> 31:20.050
Brooklyn Grotte: the budget yes no yeah so I can just see faces yeah yeah and
31:20.050 --> 31:25.170
Kylee Chandler: And I do. Andrea was saying, can you tell us more about what the 25 minimum conversions mean?
31:26.170 --> 31:33.490
Brooklyn Grotte: Yes. So that would be 25 leads in a week. For example, you're running a private, an ad to a podcast
31:33.490 --> 31:41.490
Brooklyn Grotte: list where you want people to opt in. So a conversion just means the conversion equals the objective of
31:41.490 --> 31:49.110
Brooklyn Grotte: the ad. So you could have a conversion be a purchase. And so meta is tracking every time you get one
31:49.110 --> 31:56.510
Brooklyn Grotte: purchase that is equal to one conversion. So one lead would equal one conversion. So you would need 25
31:56.510 --> 32:01.770
Brooklyn Grotte: people clicking on the ad, submitting their contact form for it to be qualified as a lead.
32:02.030 --> 32:08.230
Brooklyn Grotte: That lead event goes back to Meta says, oh, click, we've got one lead. Next time the ad goes, another
32:08.230 --> 32:14.130
Brooklyn Grotte: osin, we get the form submission. Oh, Meta, here's another lead. Okay, that's two. And then so you need
32:14.130 --> 32:19.090
Brooklyn Grotte: to get to 25 in one week to get kicked out of learning phase. And then Meta, that's a good one.
32:19.090 --> 32:24.550
Brooklyn Grotte: that's the bare minimum where meta is like, okay, I know who you're trying to target. Uh, we're getting
32:24.550 --> 32:31.610
Brooklyn Grotte: that are actually taking action opting in. Does that make sense, Andrea? Yeah. I don't really
32:31.610 --> 32:36.170
Listeners: understand the learning phase. I just, I'm understanding what you just said about the 25 though.
32:36.530 --> 32:42.650
Brooklyn Grotte: Okay. Okay. So learning phase more so like, what does that mean? Yeah. Yes. Um, so in, I could just show
32:42.650 --> 32:48.850
Brooklyn Grotte: you in ads, this is just one of my old accounts that I use for example, so learning phase,
32:48.850 --> 32:55.550
Brooklyn Grotte: the delivery on the ad when you're in ads manager, this will say learning. So when you're in the ads
32:55.550 --> 33:04.430
Brooklyn Grotte: themselves, when your campaigns are on, this will show as campaign on and it will say learning. So
33:04.430 --> 33:11.870
Brooklyn Grotte: instead of it being active, these are all completed. I was going to see if I had. So you want this delivery
33:11.870 --> 33:17.530
Brooklyn Grotte: mode to say active and you don't want it to say learning because if it says learning, it means that meta
33:17.530 --> 33:25.270
Brooklyn Grotte: hasn't fully, uh, like either spent enough or gotten enough people clicking the ad to then feel like
33:25.270 --> 33:29.110
Brooklyn Grotte: then put you into the active stage. So it's like two stages of your ad.
33:30.970 --> 33:38.250
Brooklyn Grotte: That makes sense. Yes. Perfect. Thank you. Cool. Okay. Please. Yes. Please ask to clarify anything at
33:38.250 --> 33:43.410
Brooklyn Grotte: any time. Cool. Um, I have another question. If that works, Brooklyn, did you find the chat?
33:43.970 --> 33:46.130
Brooklyn Grotte: No, that's okay.
33:46.450 --> 33:51.650
Brooklyn Grotte: So it said, I'm not sure I'm clear on how the payment works with leads.
33:51.710 --> 33:53.990
Brooklyn Grotte: So I pay for $5 a day and that pays for what?
33:54.930 --> 33:56.050
Brooklyn Grotte: Oh, good question.
33:56.570 --> 34:08.070
Brooklyn Grotte: So Meta doesn't do a cost per click, meaning like, you know, like on Google or some other platforms, you pay only when people click on it.
34:08.270 --> 34:12.090
Brooklyn Grotte: So you say, here's my budget of 20 bucks a day.
34:12.090 --> 34:18.670
Brooklyn Grotte: and then when someone clicks, I'll pay for it. Meta works by impressions. So you would set a budget
34:18.670 --> 34:29.410
Brooklyn Grotte: and say, I'm going to spend $25 a day. And Meta just goes and shows your ad for $25 worth. It's a complex
34:29.410 --> 34:35.570
Brooklyn Grotte: back-end system. It's like an auction. It's like bidding at an auction. So imagine you're like at a
34:35.570 --> 34:41.010
Brooklyn Grotte: Sotheby's auction and someone raises their paddle and they're like, I'll spend up to $5 a day for an
34:41.010 --> 34:47.510
Brooklyn Grotte: ad. And then someone else is like, nope, I'll spend $100 a day. So the more you're willing to bid,
34:48.690 --> 34:59.420
Brooklyn Grotte: the higher up meta will prioritize your ad and showing it in their algorithm. So by saying like,
34:59.420 --> 35:05.480
Brooklyn Grotte: this is why I have a budget to be set. So I would set a lifetime budget. I actually think,
35:05.770 --> 35:14.230
Brooklyn Grotte: do I have it to go through on static and video? Maybe I don't have it. Okay. But I could show you guys
35:14.230 --> 35:21.870
Brooklyn Grotte: the actual setup in ads of where your budget would go. So when you go to set up here, you have a budget
35:21.870 --> 35:28.710
Brooklyn Grotte: and you can either do daily or lifetime budget. So I like a lifetime budget, meaning you can spend across
35:28.710 --> 35:33.550
Brooklyn Grotte: the lifetime of an ad. So you're not just spending per day. You're not saying, okay, I'm only going to
35:33.550 --> 35:53.290
Brooklyn Grotte: spend $5 today, $5 tomorrow, $5 the next day. Instead, you're saying, Meta, here's my $500 and I'm going to give you a month and go let it spend according to the best day based on their algorithm. So that's how the budgeting works. Who asked that question? Make sure that answered.
35:54.940 --> 36:24.050
Brooklyn Grotte: India. Okay. We got a thumbs up. Natasha said if you switch audience or anything, then during the 25 minimum starts over, correct? I think that's what she's asking. I might need you to clarify a little bit more, Natasha, for me. 25 minimum. So with advantage plus, meaning that's just the way meta does its targeting.
36:24.070 --> 36:30.870
Brooklyn Grotte: it's the audience segmenting it will just spend your budget according to whatever you set until it runs out
36:30.870 --> 36:42.870
Brooklyn Grotte: so you you wouldn't necessarily have to start over um you would just have to increase your budget um and
36:42.870 --> 36:48.610
Brooklyn Grotte: it's also so your ad sets up you just put a payment method in and you have it set okay i will spend $25
36:48.610 --> 36:54.050
Brooklyn Grotte: a day and it will just charge your account for the $25 a day and so you just have to turn the ad
36:54.050 --> 36:59.850
Brooklyn Grotte: off if you don't want it to run or you turn it on if you are like, yep, I'm good to go. And it will
36:59.850 --> 37:05.710
Brooklyn Grotte: just automatically charge your card, but you can turn it off at any point in the ads. So maybe that is
37:05.710 --> 37:13.420
Brooklyn Grotte: more clear. All right, Mara, I hopped on late, so apologies. That's okay. Platforms, LinkedIn. Okay.
37:14.710 --> 37:23.370
Brooklyn Grotte: I'll be honest, this is meta-specific. I can give you guidance on what's a good ad to run on LinkedIn,
37:23.370 --> 37:27.370
Brooklyn Grotte: but I would not be the girl for you to recommend beyond that.
37:27.550 --> 37:32.170
Brooklyn Grotte: We have someone on our team who does more ads beyond meta and she's Google and LinkedIn.
37:32.390 --> 37:35.130
Brooklyn Grotte: She could speak to that, but I'm not your girl for that.
37:35.250 --> 37:35.670
Brooklyn Grotte: I'm sorry.
37:37.590 --> 37:42.790
Brooklyn Grotte: I've been told that it's too early in my business to invest on the paid ads by a business coach.
37:42.870 --> 37:50.050
Brooklyn Grotte: I had two months of $50 a day to a free masterclass, $25, $27 console, high ticket.
37:50.050 --> 37:52.870
Brooklyn Grotte: How do we know when it's too early in business?
37:53.370 --> 38:19.670
Listeners: Good question. Yeah, I guess if that doesn't make sense. Yeah, I was doing a different program where I had done that and my business coach was like, no, it's too early for that. Like you're spending money and it's not. And I still don't really understand that. You know, I mean, I turned them off because it wasn't really converting that well. But then again, I don't even know if that was long, long enough per se.
38:19.670 --> 38:26.980
Brooklyn Grotte: to let it run yeah I wrote like my personal approach is if you have an audience and a proven offer
38:26.980 --> 38:34.010
Brooklyn Grotte: then run ads like I don't really see it necessarily as like you have to be at you know you don't have to
38:34.010 --> 38:39.550
Brooklyn Grotte: be at 500k a year to run ads you don't have to be at a million a year like you don't have in my opinion
38:39.550 --> 38:48.610
Brooklyn Grotte: there's not like necessarily set benchmarks um as long as your offer you have some proof of offer that
38:48.610 --> 38:56.750
Brooklyn Grotte: it's something your audience wants, then I'm all for trying ads. And like the beauty of ads,
38:56.790 --> 39:02.870
Brooklyn Grotte: you can turn them off anytime. So of course, the longer you run them, the more like better chance you
39:02.870 --> 39:08.290
Brooklyn Grotte: have of getting optimized and give the algorithm a chance to like fully get to know and your pixel get
39:08.290 --> 39:12.730
Brooklyn Grotte: like everything will be clicking. Like everything will be clicking. It's like when you turn a car on,
39:12.830 --> 39:42.010
Brooklyn Grotte: Right? Like, it takes a little bit to warm up and get going versus if you're just expecting it to be warm immediately when you turn the key. Like, it takes a little bit to get going. So, yeah, I guess my two thoughts, I guess maybe you need a little more understanding of your offer and stuff to give you more insight there. But I don't necessarily think there's anything as far as, like, too early. I guess the only time I would say it'd be too early is if you don't have a proven offer or you don't have.
39:42.010 --> 39:46.920
Brooklyn Grotte: I mean, you're going to want some budget to be able to spend, like don't use ads as like your Hail Mary.
39:47.090 --> 39:53.770
Brooklyn Grotte: I've got to save my business. It's like this or bust. Only use ads when you're to a place where you're like, okay, I've got a proven offer.
39:53.920 --> 39:59.420
Brooklyn Grotte: I've got maybe an extra couple hundred bucks a month to put towards this. Then I would start trying it.
40:00.090 --> 40:07.650
Listeners: Yeah. I mean, they said the same thing as you in terms of like that $27 would eventually, you know, that's where you're putting your, that's where the ad spends coming from.
40:07.650 --> 40:08.110
Listeners: Yeah.
40:08.110 --> 40:11.940
Listeners: Um, and it was a $27 console.
40:12.010 --> 40:41.980
Listeners: which I mean, it has a name, right? And then that goes to an actual consult, like a 90 minute consult into high ticket. Um, I, I don't have a big audience. So maybe that was the too early part. Um, yeah, because I would just started building like in 2025. Okay. And is it a consult that, um, were you running it to cold audience, like completely new people or was it to warm audience? Yeah, it would have been to cold audience because I didn't have a, I don't know.
40:41.980 --> 40:47.030
Listeners: have an email list. I mean, I did build like an email list out of it, I guess, because it did have an
40:47.030 --> 40:54.770
Listeners: but and their media buyer was running like running it. I mean, I was creating the ads, but they were
40:54.770 --> 41:00.210
Listeners: running it. It just wasn't converting. And there I mean, they obviously, it's kind of one of those
41:00.210 --> 41:05.050
Listeners: where it's like, Okay, how long do you how long do you leave it on? But I just backed off because it was
41:05.050 --> 41:11.530
Listeners: costing so much and there was absolutely like no return, you know? So. Right. And when you're
41:11.530 --> 41:19.050
Brooklyn Grotte: it's hard to, yeah, there could be a few things there as far as audience or targeting. I, I usually
41:19.050 --> 41:25.910
Brooklyn Grotte: like to see of like, okay, who is, who are you showing it to? And then the offer specifically, like, is
41:25.910 --> 41:33.230
Brooklyn Grotte: your audience somebody that's never seen you and never heard of this? Then it will take longer for them
41:33.230 --> 41:37.480
Brooklyn Grotte: to convert just because they don't, you know, unless you're, you can prove that you're like an Alex
41:37.480 --> 41:42.090
Brooklyn Grotte: and it's like, well, then anything he sells, you're going to buy because it's who he is.
41:42.410 --> 41:48.290
Brooklyn Grotte: So there is, it's more of an art than a science when it comes to some of it too, but.
41:49.310 --> 41:55.570
Listeners: Gotcha. Which I think a lot of this is. So yeah, thank you. I was thinking Brooklyn, do you want to
41:55.570 --> 42:00.110
Brooklyn Grotte: I'm going to finish your training and then we can go into questions? Yes. Sorry. Cause I could sit and
42:00.110 --> 42:01.790
Kylee Chandler: I'm the same way too.
42:02.530 --> 42:04.230
Brooklyn Grotte: Okay, we'll just place, I've just got a few more slides.
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Brooklyn Grotte: Okay, so I know asked about AI.
42:07.570 --> 42:16.250
Brooklyn Grotte: Okay, for podcasters, lead gen, again, if you're going to compare the two, lead gen is going to be my recommendation over awareness or engagement.
42:16.250 --> 42:22.210
Brooklyn Grotte: I lead gen being set up an ad that would go to a form to opt in.
42:22.650 --> 42:25.910
Brooklyn Grotte: And I have a training that walks you through all of the actual setup for it.
42:25.940 --> 42:30.310
Brooklyn Grotte: but that's what I would recommend. $5 a day rule. Again, we were just talking about low cost ads.
42:30.420 --> 42:35.210
Brooklyn Grotte: It works only for an evergreen dialed in funnel that's already converting. So this is where I like
42:35.210 --> 42:40.460
Brooklyn Grotte: to reserve the low ticket ad for something that's already dialed in, like a proven offer, something
42:40.460 --> 42:48.310
Brooklyn Grotte: that's converting because at that budget, you don't have as much wiggle room. So that's where it's good to
42:48.310 --> 42:55.550
Brooklyn Grotte: i use an offer that's already clicking. Okay. Static and video. This is the type of content, which type of
42:55.550 --> 42:59.410
Brooklyn Grotte: content I like to use, one of the questions I know was like, what's best performing right now?
43:00.130 --> 43:06.130
Brooklyn Grotte: I don't pick just one. And this is really something we see at the agency of different clients having
43:06.130 --> 43:12.070
Brooklyn Grotte: different types of content go really well for them. And so it comes down to like, what does your audience
43:12.070 --> 43:21.460
Brooklyn Grotte: as an example, her audience, she's the queen of like B roll and quick tips and Instagram tips. And so
43:21.460 --> 43:28.030
Brooklyn Grotte: that type of content, the video works really well. For some reason, the carousels aren't performing very
43:28.030 --> 43:33.910
Brooklyn Grotte: well on that account. It's just what is resonating with their audience. But rule of thumb, I lean heavy
43:33.910 --> 43:39.110
Brooklyn Grotte: more towards video. It allows you to have that emotional connection. So I go 50% video, 30% static,
43:39.230 --> 43:47.530
Brooklyn Grotte: meaning those still images, and 20% carousel. So then you get some of each. And I don't want to spend too
43:47.530 --> 43:53.570
Brooklyn Grotte: much time. We could have done a whole training on awareness stages and buyer psychology. And so I
43:53.570 --> 44:00.050
Brooklyn Grotte: just, I wanted to put a little bit of that in here just to kind of touch on it of how I test ads and
44:00.050 --> 44:08.050
Brooklyn Grotte: the angle I use. But I just go back to the five awareness levels of a buyer. And this is psychology-based.
44:08.050 --> 44:16.010
Brooklyn Grotte: So I'll create ads that speak to each level of awareness. So the one being unaware or two being
44:16.010 --> 44:22.350
Brooklyn Grotte: problem aware, these are often the people that are like cold audience. These are the people like
44:22.350 --> 44:27.230
Brooklyn Grotte: they'll call it top of funnel, like the people that are most unaware, they're floating out there,
44:27.570 --> 44:33.350
Brooklyn Grotte: on the fringes that don't know who you are. They don't know they even really have a problem.
44:33.350 --> 44:39.210
Brooklyn Grotte: They don't know that they need to go listen to your podcast list, that that's going to actually help
44:39.210 --> 44:45.990
Brooklyn Grotte: them. So what can you speak to that's from their perspective, help them to,
44:46.010 --> 44:52.150
Brooklyn Grotte: realize that they need your podcast list. Like how is this going to help them? And then the other three
44:52.150 --> 44:57.950
Brooklyn Grotte: stages are solution aware. So this is somebody that knows they have a problem. So they're past one and
44:57.950 --> 45:03.750
Brooklyn Grotte: two being they're aware, they know what their problem is, and they're in this solution aware where
45:03.750 --> 45:09.230
Brooklyn Grotte: they're not sure which solution is the right fit for them. Maybe in this stage they're wondering like
45:09.230 --> 45:14.570
Brooklyn Grotte: should I listen to a podcast or maybe I should like go talk to a friend about it or maybe I should
45:14.570 --> 45:20.090
Brooklyn Grotte: invest in a mentor, or maybe like this is a self-help book I need to be reading, or maybe I need to
45:20.090 --> 45:26.390
Brooklyn Grotte: something. So they're in the stage of figuring out which solution is best. And then there's product
45:26.390 --> 45:31.910
Brooklyn Grotte: aware. They're past these three stages. They realize that podcast is what they need to listen to to solve it,
45:31.970 --> 45:38.650
Brooklyn Grotte: and they're just not aware yet that your product, your actual thing that you have is the right solution
45:38.650 --> 45:44.470
Brooklyn Grotte: for them. So they've made it through. They're aware of their, they're aware they have an issue. They are
45:44.470 --> 45:51.370
Brooklyn Grotte: problem aware because they know they need help with whatever X is. And then solution, they've landed on
45:51.370 --> 45:55.830
Brooklyn Grotte: that your solution, like a solution being listened to podcasts is there. And now they're to product aware
45:55.830 --> 46:01.890
Brooklyn Grotte: where it's, oh, okay, I know I need a podcast. Whose podcast am I choosing to listen to to solve this?
46:01.890 --> 46:08.030
Brooklyn Grotte: And then five is most aware. So this is where they're fully in it. They know that your product is
46:08.030 --> 46:14.450
Brooklyn Grotte: the solution for them. And it's just that last little bit. So this is where a review, a client,
46:14.470 --> 46:20.610
Brooklyn Grotte: online testimonial proof of like all the other people you've helped or all other podcasts you've been
46:20.610 --> 46:26.830
Brooklyn Grotte: on. That type of content speaks really well to the most aware because you're not having to help them
46:26.830 --> 46:32.170
Brooklyn Grotte: become aware that they have a problem. You're not speaking to all the issues that they have. You're not
46:32.170 --> 46:37.450
Brooklyn Grotte: you're not saying, well, you need my podcast. You're saying, look at everybody else has listened to my
46:37.450 --> 46:43.930
Brooklyn Grotte: podcast and have left 5 million great reviews. This is why you need me. So this is usually the hottest
46:43.930 --> 46:51.690
Brooklyn Grotte: leads. But that's a very, very quick, brief summary of the five stages of how we run our creative.
46:52.710 --> 47:01.170
Brooklyn Grotte: Using AI for volume. I know this is another question of how is AI affecting it? What, you know,
47:01.310 --> 47:09.830
Brooklyn Grotte: how is Meta even using AI? And then even how does it affect other types of ads, TikTok, etc. So to break
47:09.830 --> 47:15.990
Brooklyn Grotte: get into two little categories. Meta's targeting is AI now. I talked about the Advantage Plus, and I'm sorry
47:15.990 --> 47:22.810
Brooklyn Grotte: if I throw too much at you about the backend targeting, but that's essentially what this Andromeda
47:22.810 --> 47:31.330
Brooklyn Grotte: algorithm is. It's Meta's AI. It's its advanced matching mechanism that knows who your buyer type is
47:31.330 --> 47:36.230
Brooklyn Grotte: and your content, and they go do the work for you, so you are no longer having to hyper-segment.
47:36.230 --> 47:39.950
Brooklyn Grotte: So, um, chat, GPT or Claude for hook variations.
47:40.230 --> 47:40.650
Brooklyn Grotte: Yes.
47:41.190 --> 47:44.510
Brooklyn Grotte: Um, go scrape your, something that's really cool.
47:44.510 --> 47:52.690
Brooklyn Grotte: Like ask Claude to go research, like give it a link to meta ads library and say, go research
47:52.690 --> 47:56.730
Brooklyn Grotte: my top 10 competitors ads that they have active right now.
47:56.730 --> 48:04.610
Brooklyn Grotte: And then give me like hooks or the captions from them based on which ad has been running the
48:04.610 --> 48:13.110
Brooklyn Grotte: longest. So then it's pulling data from running ads in your niche and then use that to then go generate
48:13.110 --> 48:19.190
Brooklyn Grotte: ideas, say, okay, now I've got this list of hooks and these things that are working well. Now go look at
48:19.190 --> 48:24.530
Brooklyn Grotte: all of my offers, or maybe you pick one specific thing and you give it a sales page to your offer and
48:24.530 --> 48:29.910
Brooklyn Grotte: I'll say, okay, you've got all these great hooks and now you've got my list of offers that are doing
48:29.910 --> 48:35.730
Brooklyn Grotte: really well, find the connection. Go apply these hooks to my content, generate some more hooks,
48:35.790 --> 48:43.990
Brooklyn Grotte: then use those in your ads. Use AI for variations, not first drafts. Yes, this will help you still stay
48:43.990 --> 48:52.130
Brooklyn Grotte: original without relying on AI to generate all of your copy. Get started with it. That's my take.
48:53.330 --> 48:59.890
Brooklyn Grotte: And then circle from there. I don't like it just to rely on it as like, this is the end of the
48:59.890 --> 49:05.730
Brooklyn Grotte: all be all this is the copy I'm going to put on all of my graphics use it for creating variations
49:05.730 --> 49:13.710
Brooklyn Grotte: beyond meta tiktok ads I don't personally recommend them just because the tiktok market is so saturated
49:13.710 --> 49:20.290
Brooklyn Grotte: right now so and you also have such a short attention window versus on meta and instagram you
49:20.290 --> 49:25.610
Brooklyn Grotte: you have a little bit longer attention span boosting again I wouldn't recommend it I'd set up an ads
49:25.610 --> 49:32.850
Brooklyn Grotte: manager only if you're doing organic content to your page, then I would boost. Paid podcast cross
49:32.850 --> 49:38.350
Brooklyn Grotte: promo. This is, you guys would know more even than me, but when I was doing research, this is something
49:38.350 --> 49:49.010
Brooklyn Grotte: that does well. For example, paid cross promo, like to run a ad on somebody else's podcast, a feature for
49:49.010 --> 49:54.470
Brooklyn Grotte: them on there so that you get in their audience essentially would be like a paid ad in the podcast
49:54.470 --> 50:02.130
Brooklyn Grotte: world. Podcast guessing, which Kylie is a champ at, the free number one lover. Okay, the last one,
50:02.190 --> 50:11.230
Brooklyn Grotte: guys. We're so close. Five things that nobody tells you. Okay, the metapixel. People make this so
50:11.230 --> 50:22.390
Brooklyn Grotte: it's a little piece of code that tracks things for you. So all it is, is when you set up an ad and say,
50:22.590 --> 50:26.930
Brooklyn Grotte: I want to send people from this ad to my website to opt into an email.
50:27.510 --> 50:34.750
Brooklyn Grotte: The pixel, aka it's a section of code, it's like the developers would take it and you can
50:34.750 --> 50:40.790
Brooklyn Grotte: find it in your, you can find it in ads and you would go to your events manager on the left
50:40.790 --> 50:49.650
Brooklyn Grotte: and it just lives in events manager. And so it will pull, so it will show, it'll have a little piece of
50:49.650 --> 50:57.490
Brooklyn Grotte: code that you pull and pop into your header code of your website. And all the code does is track.
50:57.490 --> 51:05.270
Brooklyn Grotte: So it just sends the events back to Facebook. So it lives on your opt-in page and it lives in meta.
51:05.330 --> 51:10.710
Brooklyn Grotte: And so whenever an ad goes, it sends the information back saying, okay, yep, somebody came to my site.
51:11.590 --> 51:17.510
Brooklyn Grotte: That's all it is. So go set that up. That's for sure something you need to do. Episode trailers,
51:17.510 --> 51:27.350
Brooklyn Grotte: across show trailers. Again, when I was looking at examples, actual episodes like the soundbites we
51:27.350 --> 51:33.190
Brooklyn Grotte: were talking earlier, like an 8 to 15 second soundbite of an actual episode clip is way more
51:33.190 --> 51:40.710
Brooklyn Grotte: more powerful than a generic show trailer as an ad because a show trailer is not a specific problem.
51:41.150 --> 51:47.410
Brooklyn Grotte: It's a generic about you and it doesn't give them a clear outcome. So think of like,
51:47.510 --> 51:52.450
Brooklyn Grotte: I was just listening to a Theo Vaughn podcast with Ella Langley because I'm kind of an Ella
51:52.450 --> 51:58.430
Brooklyn Grotte: and it was a soundbite of her responding to one of his questions.
51:58.510 --> 52:02.770
Brooklyn Grotte: It was super short, but that clip made me click to then go listen to the full episode.
52:03.470 --> 52:10.210
Brooklyn Grotte: had I just seen a static image that said Theo and Ella interview, I likely wouldn't have clicked
52:10.210 --> 52:15.250
Brooklyn Grotte: I mean, maybe I would have because it was her, but that's the difference between using a episode
52:15.250 --> 52:22.790
Brooklyn Grotte: specific clip that talks about something from your episode and versus like a generic, go listen to this
52:22.790 --> 52:28.450
Brooklyn Grotte: or a show trailer being it just being a clip, a running thing that you use over and over again.
52:29.370 --> 52:41.230
Brooklyn Grotte: IOS 17 broke attribution, use UTMs. This is more, um, UTMs is a more advanced way of setting up
52:41.230 --> 52:50.030
Brooklyn Grotte: tracking. What this means, it is true that it broke attribution. The meaning behind it is Apple came
52:50.030 --> 52:58.510
Brooklyn Grotte: in and put up barriers to meta with tracking. So it's more of a big boys play than anything. So Apple
52:58.510 --> 53:04.690
Brooklyn Grotte: came in and said, no, meta, you can no longer have access to our data for attribution, meaning meta isn't
53:04.690 --> 53:11.210
Brooklyn Grotte: allowed to go back and track what people are doing coming from Apple devices. So the other thing that
53:11.210 --> 53:13.690
Brooklyn Grotte: This is why we now need little tags.
53:13.810 --> 53:18.790
Brooklyn Grotte: It's called UTMs, but it's just a little way of putting a tag on whoever clicks on your
53:18.790 --> 53:21.230
Brooklyn Grotte: to then track them wherever they go.
53:21.770 --> 53:25.850
Brooklyn Grotte: So it's the workaround to iOS because that's Apple.
53:25.850 --> 53:31.870
Brooklyn Grotte: And it's essentially just a way that Apple and Meta try to make a barrier of where you can't
53:31.870 --> 53:32.470
Brooklyn Grotte: have our data.
53:33.370 --> 53:36.970
Brooklyn Grotte: But for the sake of today, don't worry about UTMs.
53:37.230 --> 53:42.470
Brooklyn Grotte: just know that if you want detailed tracking and attribution, meaning being able to attribute
53:42.470 --> 53:47.790
Brooklyn Grotte: where the sale comes from, you'll need UTM parameters. And then don't scale until you have 30
53:47.790 --> 53:54.050
Brooklyn Grotte: conversions in seven days. So this goes back to that 25 to 50. The benchmark, how many leads you want
53:54.050 --> 54:01.290
Brooklyn Grotte: to within a week before you start scaling, go for at least 30 minimum. Yes, you can have 25, but 30 would
54:01.290 --> 54:06.770
Brooklyn Grotte: you want to be. And then once you have, so say you run your ad for a week,
54:07.230 --> 54:13.090
Brooklyn Grotte: you're getting 50 leads in a week, then I would say, all right, it's stable enough to scale your
54:13.090 --> 54:20.710
Brooklyn Grotte: budget. My rule of thumb for scaling budget is I only scale by up to 20% every week. So say you have it set
54:20.710 --> 54:26.670
Brooklyn Grotte: at, you're going to spend a hundred bucks a week and conversions are well, then I would bump that up to
54:26.670 --> 54:32.410
Brooklyn Grotte: 120 bucks a week and then let that run for seven days. If it's still sustaining and you're getting the
54:32.410 --> 54:37.210
Brooklyn Grotte: same amount of conversions every week, then you can scale again. That's my rule of thumb. The bottom
54:37.210 --> 54:46.950
Brooklyn Grotte: neck is rarely the ads. Audit the offer first. This is kind of one of my hills or soapboxes I get on
54:46.950 --> 54:54.010
Brooklyn Grotte: because it's easy for people to just say, well, my ads aren't working, which I get. And sometimes your ads
54:54.010 --> 55:02.870
Brooklyn Grotte: aren't working, but to diagnose where in that process is the actual breaking point, it's often coming back
55:02.870 --> 55:04.770
Brooklyn Grotte: to the pieces around the ad.
55:05.050 --> 55:07.590
Brooklyn Grotte: So it's not always necessarily like the ad
55:07.590 --> 55:12.530
Brooklyn Grotte: as far as the physical image or the video that you're showing.
55:12.890 --> 55:17.050
Brooklyn Grotte: It's more so where are you sending people after the ad?
55:17.350 --> 55:19.410
Brooklyn Grotte: Is the landing page super dialed in?
55:19.590 --> 55:22.170
Brooklyn Grotte: What is the messaging like on the landing page?
55:22.450 --> 55:25.610
Brooklyn Grotte: What is the promise on the landing page or the opt-in?
55:25.850 --> 55:29.970
Brooklyn Grotte: So it's so much more beyond just what the ad actually looks like.
55:30.270 --> 55:34.010
Brooklyn Grotte: The other component to this is the audience and the people you're running to.
55:34.010 --> 55:38.350
Brooklyn Grotte: I know Andrea was asking about her ad that ran, but it was to cold audience.
55:38.870 --> 55:43.450
Brooklyn Grotte: And just the little bit I know, I don't know in detail there, so it's hard to diagnose exactly.
55:44.150 --> 55:48.790
Brooklyn Grotte: But for an offer like close to that $100 mark and up,
55:49.590 --> 55:53.810
Brooklyn Grotte: That would be, let's see, yours was 27 for the, was it 27 for the audit, Andrea?
55:54.470 --> 55:55.450
Listeners: Yeah, it was 27.
55:55.650 --> 55:56.650
Brooklyn Grotte: Okay, yeah.
55:56.770 --> 55:57.730
Brooklyn Grotte: So that's a low ticket.
55:59.790 --> 56:06.890
Brooklyn Grotte: I mean, as long as the messaging is really dialed in, and that's where I would diagnose, I'd love to see the landing page, the sales page, like opt-in after it.
56:09.170 --> 56:15.510
Brooklyn Grotte: Because oftentimes, an ad, as long as it's not terrible, can drive great clicks and great traffic.
56:15.850 --> 56:18.890
Brooklyn Grotte: So then it becomes, let's look at all the other pieces around it.
56:19.590 --> 56:22.730
Brooklyn Grotte: So those are kind of my extra little things.
56:23.610 --> 56:28.590
Brooklyn Grotte: And also, well, there's not a slide in here, which is not super important, but the email list accelerator
56:28.590 --> 56:33.110
Brooklyn Grotte: is where I go through setting up how to set up a lead gen ad.
56:33.250 --> 56:36.090
Brooklyn Grotte: So we were talking about that and I am giving you guys 50% off.
56:36.670 --> 56:38.410
Brooklyn Grotte: I'll drop Kylie the link to it.
56:38.770 --> 56:40.430
Brooklyn Grotte: And this is my $27 offer.
56:40.430 --> 56:43.910
Brooklyn Grotte: So you might have gotten ads to it or you might after today, who knows?
56:45.210 --> 56:48.450
Brooklyn Grotte: But so it'd be like, I don't know, 13 bucks or something if you want it.
56:48.590 --> 56:54.650
Brooklyn Grotte: no obligation, of course, but that will be coming to you if you want to set up a lead gen ad. And again,
56:54.690 --> 57:01.210
Brooklyn Grotte: that's that one I would start with if you're looking to grow your podcast. I love that. Thank you so
57:01.210 --> 57:09.030
Brooklyn Grotte: much. That's so generous, Brooklyn. Yeah, of course. Do you guys have any, it's like time. So I don't know,
57:09.090 --> 57:14.130
Brooklyn Grotte: Brooklyn, if you have just like a couple. I have extra time if you guys do. I'll stick around as long
57:14.130 --> 57:18.570
Brooklyn Grotte: as you want. One thing I wanted to say for those of you in my mastermind. And then I'll just go back
57:18.570 --> 57:26.350
Brooklyn Grotte: in lesson nine, there's a training on how to set up your meta ads account. So that could pair really
57:26.350 --> 57:35.010
Brooklyn Grotte: for my mastermind. But okay, what other questions do you guys have? I think one question I did want to
57:35.010 --> 57:38.630
Brooklyn Grotte: I think one question I did want to ask is like, and you kind of answered it, but how much are you guys
57:38.630 --> 57:45.110
Brooklyn Grotte: you guys using when you pull AI into it and you have Claude create the hook or the caption? Like, I feel
57:45.110 --> 57:50.510
Brooklyn Grotte: like it creates and I'm always like, it's okay. And then I change it and sometimes it doesn't do great.
57:50.650 --> 57:57.590
Brooklyn Grotte: And so like, how much are you using AI? Like how much are you actually sticking to what AI gives you for
57:57.590 --> 58:05.330
Brooklyn Grotte: a caption and hook? It varies based on the messaging it gives me. And I know it's not like a specific
58:05.330 --> 58:13.790
Brooklyn Grotte: I use it to generate ideas, but ultimately I'm the human. So I'm still reading everything. And I just
58:13.790 --> 58:19.870
Brooklyn Grotte: look at it through a human lens. Because even now, personally, I can tell very quickly if the ad was
58:19.870 --> 58:25.490
Brooklyn Grotte: written by AI. We're starting to see a ton of carousels that are generated by AI. The look,
58:25.690 --> 58:34.390
Brooklyn Grotte: it doesn't take long for you to catch on to what the differences are. But on the flip side, it does
58:34.390 --> 58:43.650
Brooklyn Grotte: to pull really good sample hooks. So if I have to put a number on it, probably 50%. I use it to
58:43.650 --> 58:50.390
Brooklyn Grotte: generate things. And then I'm always the last line of defense. Like in our agency, for instance,
58:50.470 --> 58:56.610
Brooklyn Grotte: we have systems of, and we have custom skills built out to generate ideas or go scrape competitors and
58:56.610 --> 59:02.990
Brooklyn Grotte: pull ideas. But then it's always still going through our design team and then me before it goes to the
59:02.990 --> 59:11.150
Brooklyn Grotte: So 50% is a safe rule of thumb because it helps pull what's working and does research. And that's how
59:11.150 --> 59:16.750
Brooklyn Grotte: I'm utilizing it right now versus letting it write the copy verbatim that goes on the final ad.
59:18.250 --> 59:25.550
Brooklyn Grotte: I love that. What other questions does anyone have? Honey was wondering if you could share the link
59:25.550 --> 59:31.490
Brooklyn Grotte: and the 50% off, which I will also email out to you. Yeah. And it's Kylie. The code is Kylie when you
59:31.490 --> 59:36.550
Brooklyn Grotte: go to checkout too. K-Y-L-E-E. Yes. I even spelled it right.
59:40.070 --> 01:00:09.750
Brooklyn Grotte: Um, here I'll put code Kylie. Okay. Um, I love that. Perfect. Thanks for dropping the resource for UTMs too. Look at you. Oh yeah. I was like, don't get caught up in it though. If you're like a UT, huh? If it feels too overwhelming. Yeah. UTI, UTM. No. Um, okay. Okay. One more question. If nobody has one, I think could be really interesting is like, if you do decide to do a video direct to camera video,
01:00:09.750 --> 01:00:18.050
Brooklyn Grotte: for your ad, like, how do you structure what you say and make it sound good and catchy? Yeah, and I suppose
01:00:18.050 --> 01:00:39.730
Brooklyn Grotte: it depends on the level of awareness, but do you have kind of, like, a system? The first three seconds, for sure, always has to have a hook. That's 80% of sales are driven from the hook. There's been detailed research done in attribution to see which part of an ad drives the most sales, and it's, yeah, it's 80%, it's the hook.
01:00:39.750 --> 01:00:45.150
Brooklyn Grotte: So, but when it makes sense to, right, because if people are scrolling and the only chance you
01:00:45.150 --> 01:00:49.890
Brooklyn Grotte: have of ever getting a sale is stopping them, you have to make those first three seconds count.
01:00:49.890 --> 01:00:58.730
Brooklyn Grotte: So, um, something that works well in a hook is using some sort of number. Um, also when it goes to an
01:00:58.730 --> 01:01:07.930
Brooklyn Grotte: ad specifically using a number in, um, the headline, which is this dark text that lives here. And let's see if I
01:01:07.930 --> 01:01:20.810
Brooklyn Grotte: could show you. Some examples, I wonder if, like, get 30 days of content in five minutes. This is a
01:01:20.810 --> 01:01:27.470
Brooklyn Grotte: really good headline that we use often, or five, depending on what the ad matches with. So anytime you
01:01:27.470 --> 01:01:37.450
Brooklyn Grotte: you can use a number is great. Or even if you're talking to camera and so your first line is, like, say,
01:01:37.930 --> 01:01:49.970
Brooklyn Grotte: this podcast had over 6,000 downloads and all I was talking about was, I don't know, spaghetti or
01:01:49.970 --> 01:01:56.930
Brooklyn Grotte: like it can be something just kind of off the wall that's going to get attention that feels surprising.
01:01:58.210 --> 01:02:04.350
Brooklyn Grotte: Those are kind of rules of thumb we stick with. And then as far as like structure, you always want to
01:02:04.350 --> 01:02:10.870
Brooklyn Grotte: see how this is above the fold. Get this top line in an ad to do the heavy lifting. So you want it to be
01:02:10.870 --> 01:02:17.550
Brooklyn Grotte: very straightforward. We've found that messaging that says something to stop. That's why we are repeating.
01:02:17.730 --> 01:02:23.850
Brooklyn Grotte: You'll see this on a lot of her ads. Stop sounding like everyone else. Ditch generic chat GPT. It's been
01:02:23.850 --> 01:02:30.310
Brooklyn Grotte: in driving sales. So we're just doing other iterations, but definitely make sure those top two lines of
01:02:30.310 --> 01:02:37.650
Brooklyn Grotte: copy are pointed direct and make the most of it because oftentimes the rest of the copy is hidden
01:02:37.650 --> 01:02:44.710
Brooklyn Grotte: I love that so good um Andrea said when you make a change do you make only one change example title
01:02:44.710 --> 01:02:48.910
Brooklyn Grotte: then wait seven to ten days to change so you aren't confused about what worked versus what didn't
01:02:48.910 --> 01:02:58.950
Brooklyn Grotte: I do so this also has shifted in the last month meta we just do one primary text which is the caption we
01:02:58.950 --> 01:03:05.790
Brooklyn Grotte: do one headline and we do one description and we use that same one for all ads in one ad set.
01:03:06.370 --> 01:03:15.150
Brooklyn Grotte: So you can change the visual. My roll of thumb is one campaign, one ad set, and then a minimum of
01:03:15.150 --> 01:03:21.190
Brooklyn Grotte: five creatives. If your budget allows, the more you spend, the more ads you can have in the ad set
01:03:21.190 --> 01:03:28.350
Brooklyn Grotte: because you have more budget to go like wheel and deal more ad creatives. When you go to change,
01:03:28.950 --> 01:03:32.670
Brooklyn Grotte: I like to change everything all at once so that it's not upsetting the algorithm.
01:03:32.670 --> 01:03:35.590
Brooklyn Grotte: It's not turning the car off and turning it back on five times.
01:03:37.010 --> 01:03:39.950
Brooklyn Grotte: I would say you're going to update creative.
01:03:40.170 --> 01:03:42.950
Brooklyn Grotte: So let's just do an example.
01:03:43.090 --> 01:03:44.610
Brooklyn Grotte: So it's maybe easy to track.
01:03:44.730 --> 01:03:52.930
Brooklyn Grotte: So say you run five ads for the first seven days and then by day seven, the bottom two are
01:03:52.930 --> 01:03:58.070
Brooklyn Grotte: you want to change the verbiage or replace them, do something to them.
01:03:58.210 --> 01:04:04.070
Brooklyn Grotte: So at a week, I would go into the campaign, turn off the bottom two ads that aren't performing
01:04:04.070 --> 01:04:09.510
Brooklyn Grotte: very well, and then you could upload at the same time two more ads based off of what's
01:04:09.510 --> 01:04:14.610
Brooklyn Grotte: doing well so that you have new creative in at the same time, and then that gives the algorithm
01:04:14.610 --> 01:04:17.230
Brooklyn Grotte: one chance to turn the car off, turn it back on.
01:04:17.590 --> 01:04:19.550
Brooklyn Grotte: So I would do it all at one time.
01:04:20.490 --> 01:04:21.670
Kylee Chandler: I love that.
01:04:22.930 --> 01:04:23.590
Brooklyn Grotte: That's so good.
01:04:23.690 --> 01:04:26.210
Brooklyn Grotte: And then, Hani, can I speak to my ad video today?
01:04:26.290 --> 01:04:27.310
Brooklyn Grotte: I'm not sure which one.
01:04:28.210 --> 01:04:31.930
Brooklyn Grotte: Um, but I, I pay somebody to run my ads.
01:04:31.930 --> 01:04:39.130
Brooklyn Grotte: And so she keeps me posted and, um, she said things are going, going good for it.
01:04:39.130 --> 01:04:41.630
Brooklyn Grotte: So, um, I just kind of do what she tells me to do.
01:04:41.690 --> 01:04:43.250
Brooklyn Grotte: And so I'm not the one running my ads.
01:04:43.290 --> 01:04:44.430
Brooklyn Grotte: I'll be transparent about that.
01:04:44.490 --> 01:04:47.130
Brooklyn Grotte: I kind of just let her take it.
01:04:48.130 --> 01:04:53.170
Brooklyn Grotte: She's been asking me to do a direct to camera, but I've been so stuffed up.
01:04:53.170 --> 01:04:54.370
Brooklyn Grotte: I just don't sound like myself.
01:04:54.370 --> 01:04:57.750
Brooklyn Grotte: I'm kind of like, let's just do B roll for now.
01:04:58.210 --> 01:05:01.030
Brooklyn Grotte: B-roll's great.
01:05:01.970 --> 01:05:03.010
Brooklyn Grotte: This was amazing.
01:05:03.130 --> 01:05:03.950
Brooklyn Grotte: Thank you so much.
01:05:04.050 --> 01:05:08.370
Brooklyn Grotte: I know there's probably like a new, a lot of new terms and things like that.
01:05:09.110 --> 01:05:15.630
Brooklyn Grotte: But thank you so much for coming and just giving, giving us this space that we can kind of start to play and test and learn.
01:05:15.750 --> 01:05:19.510
Brooklyn Grotte: And I know all of your resources are so, so valuable.
01:05:19.510 --> 01:05:25.350
Brooklyn Grotte: So if you guys are not following Brooklyn and just kind of seeing like the offers that she has come up,
01:05:25.350 --> 01:05:29.650
Brooklyn Grotte: if this is something you really want to pour into and get, you know, more sophisticated at,
01:05:29.730 --> 01:05:34.810
Brooklyn Grotte: I highly recommend it. Um, is there anything else you want to share Brooklyn that maybe we didn't ask?
01:05:35.290 --> 01:05:39.530
Brooklyn Grotte: Oh my gosh. I don't think so. No. Yeah. Hit me up anytime. I'm usually hang out on Instagram. So
01:05:39.530 --> 01:05:44.850
Brooklyn Grotte: my handle is biz with Brooklyn. I didn't even put that. So that's where you can find me. Um,
01:05:44.910 --> 01:05:50.570
Brooklyn Grotte: yeah. Shoot me DMS. Thank you so much for having me. Um, and yeah, I'm just honored to be here.
01:05:50.750 --> 01:05:54.690
Brooklyn Grotte: All right. Well, thank you, Brooklyn. It was amazing. You're so brilliant. Thank you for everyone
01:05:54.690 --> 01:05:57.450
Brooklyn Grotte: who showed up today and for the great questions.
01:05:58.130 --> 01:05:58.610
Brooklyn Grotte: We'll see ya.
01:05:59.110 --> 01:05:59.710
Kylee Chandler: Thank you.
01:05:59.830 --> 01:06:00.230
Kylee Chandler: Bye.
01:06:00.490 --> 01:06:00.770
Kylee Chandler: Bye.
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