Learn how we achieved consistent profits in 15 months using the Facebook Matrix Method—reaching 437,000 people with a CPM of only $1.32, 1.3 million monthly impressions, and more.

Our Specialists Manager, Glen Wilson, sits down with our Facebook Ads and Klaviyo expert, Dan Nikas, to share how the Facebook Matrix Method can enhance overall brand performance and customer acquisition. With real-life account examples and expert advice, discover how this strategic approach to Facebook ads in synergy with Google Ads can be your key to long-term business growth.

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 • 💰 Maximizing Profits with the New Sol...  

🔥 The 7-Step Email System Working with Meta and Google Ads:   

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More videos on Meta + Klaviyo + Google Ads Marketing:   

 • Meta + Klaviyo + Google Ads Marketing  

0:00 Intro

0:25 Consistent Profits for Over 15 Months Using the Facebook Matrix Method

5:55 The initial reluctance to run Meta Ads with Google Ads

11:17 Measuring ad campaign results

16:58 Consistency of profits looking at key metrics

21:25 Monthly performance increase with the Facebook Matrix Method

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#googleads #digitalmarketing #googleadsbestpractices #ppc

This is the way the system works and you can see the amount of

2

reach that we're getting, the average

CPMs, the frequency that we're hitting

3

people across the board, across the

account, it's all going the right way.

4

And for that.

5

400 a day.

6

We're getting 1.

7

3 million impressions a month for it.

8

Oh, everyone in YouTube land.

9

This is Glenn from solutions.

10

And I'm here again with Dan and this is

video five in our sequence of the hybrid

11

Facebook, Clavio slash Google system.

12

today Dan's going to be taking us

through, probably an account that he's

13

been running this system on probably the

longest you were saying, Dan, and some

14

of the results that you've been getting.

15

Yeah.

16

So this account, we have been running

this account for quite a few months.

17

now with this strategy,

it's not an ATM machine.

18

This is long term strategy where we're

building trust, awareness, engagement.

19

And, it's not flash in the pan type.

20

Oh, we've got some secret hack and

we've managed to generate sales for you.

21

There is a definite synergy between all

of these, strategies in terms of Google,

22

Klaviyo, and your meta advertising.

23

And what it does do is it really

effectively takes into consideration

24

the time it takes a potential

customer to make a decision about

25

whether they want to purchase.

26

Now, the brand that I'll

go on to show you now.

27

To hire the competitive space, they sell

security equipment, or, personal safety

28

equipment, things along those lines.

29

There's a lot of competition out there,

but there's also a lot of consideration

30

that's given to the product, how

they can use it in their situation.

31

whether it's for home or their office

or it's for them to carry around.

32

there's more than just an impulse buy.

33

People have a problem,

this is the solution.

34

we know that the consideration

phase from time of first contact

35

to time of sale is about 23 days.

36

when we set these accounts up,

we do expect to get sales, but

37

we don't expect to see full

efficiency of the system until.

38

We've got to that 23 to 30 day mark

because that's when we know that first

39

batch of people that are becoming aware

of us at Top of Funnel are working way

40

that at working through that average

time it takes to make the decision.

41

So no point showing you a fresh setup.

42

No fresh setups, but you're

going to be like, that's nice.

43

But what you want to see is results.

44

Yeah.

45

And you want to have a look at something

that, you have been running consistently

46

so that you can see consistent results.

47

I suppose at the end of the day,

that's what this is designed for.

48

It's designed take out a lot

of the peaks and troughs and it

49

just creates consistent flow.

50

and over time this system has been,

refined to try and take away those

51

peaks and troughs like being a brand

owner myself, Gearbunch has been

52

around since 2016, and it's seen a

global financial crisis, it's seen

53

COVID, it's seen increased competition,

there's so much that goes on, aside

54

from the actual user that's sitting

on the other side of their device or

55

computer making a decision to buy.

56

What ideally what we all crave as brand

owners, as business owners is consistency.

57

So this system is set up to

provide consistency, there is

58

still peaks and troughs in business.

59

Like anything, it could be seasonal.

60

it can be a variety of reasons, but at

the end of the day, if we can reduce the

61

difference between the highs and the lows.

62

So that we get more consistent

performance and we just bounce

63

around in here instead of this.

64

Oh my God, this is the

best feeling ever too.

65

I don't think that I can run my

brand anymore and I need to go and

66

get a job, working for someone else.

67

If we can bounce around in this

midline here and know that we've got a

68

predictable system that is consistent,

that's ideally where we want to be.

69

Gotcha.

70

let's go.

71

So this one's in February.

72

I'm just showing you February because

in April, I can show you April as well

73

to show you that it hasn't fallen off a

cliff, but they upgraded their website

74

and it did lead to tracking issues.

75

the end of February was when they

decided to change their, website over

76

there on, Magento and they upgraded

from one version to another and it

77

broke the plug in that was connected.

78

The plug in hadn't been updated

from Magento to something

79

technical, but basically we were

losing a lot of their metrics.

80

prove a point that the system still works.

81

It's just we did see a

drop off in reporting.

82

so overall during the month of

February, which is one of their

83

quieter months, 11, 700 spent.

84

And I'll break down

how this comes through.

85

Top line cost per purchase is 63, the

average order value is up close to 250.

86

So we've got a ROAS of about nearly 4.

87

This one, this account, we like

to try and keep it about 4.

88

It's extremely profitable.

89

Breakeven sits at 2.

90

25 for this account.

91

So it's really, solid performance.

92

If we can scale at 4.

93

Which is what we want to do.

94

it's perfect.

95

So this client came to us and they

were very reluctant to use Meta ads.

96

They're very successful on,

Google in terms of conversions.

97

we started running their email marketing.

98

We developed that trust and I just kept

reiterating to him that the system will

99

work better if we can feed Google ads and

your Klaviyo account, your email marketing

100

with This strategy, the most he'd ever

spent was, 100 a day on Facebook ads.

101

And he just flat out said it doesn't work.

102

And he's been in business for, I think

103

And he said, it just doesn't work for us.

104

I've had agencies try.

105

I've tried myself.

106

He's a smart dude.

107

It just wasn't working for him.

108

So he just written it off.

109

So now we've got to a point where he's

allowing us to scale incrementally,

110

provided we can keep within that range.

111

And this is continuing to hold.

112

at the ROAS of around four for him.

113

we're only obviously seeing 80 percent

of the attributed revenue coming through

114

here because of people that have opted

out of allowing tracking for Facebook.

115

So confident that we're at the four.

116

It's 3.

117

92 there, but we're confident

that we're at the four and

118

his global MER reflects that.

119

So when you look at it here, what

you'll see is the structure that we've

120

talked about in the other videos.

121

So at our Top of Funnel, we're

going out to people who come onto

122

the socials, they've got a problem,

they're not actively looking for

123

a solution, but what we're doing

is we're introducing a solution to

124

them, and the solution is this brand.

125

In this case, it's personal

safety or security.

126

This is not designed to

ever get conversions.

127

And you can see that in the

month it had one conversion.

128

I'll just do that there.

129

That should be it.

130

But you can see it's got one

conversion, not the intention of it.

131

The intention of this is to

make people solution aware.

132

And when we look at it in the month, we

reached 437, 000 people at a CPM of 1.

133

32 US dollars.

134

This accounts in extremely cheap to

get out there and to start creating

135

those custom audiences that filters

them into here where we create another

136

touch point, which is middle of funnel.

137

So this is operating on the audiences.

138

That we've talked about previously,

that we're creating from the Topper

139

Funnel and from our email marketing.

140

We do exclude the purchases.

141

And what we're trying to do here

is build that brand awareness.

142

we're not trying to get purchases here.

143

We're trying to build the brand as the

solution to these people's problems.

144

If we just stop there, it would be

effective of the 437, 000 impressions.

145

We got there.

146

If we look at 437, 000

impressions there of that.

147

With audiences that are created

through this campaign in the middle

148

of funnel, we're then reaching nearly

a quarter of a million people here

149

with impressions at a CPM of 2.

150

58.

151

So again, really effective.

152

Don't be stressed about frequency

here because within these,

153

we're constantly rotating ads.

154

And we've got five different

variations in there.

155

Same at Top of Funnel, if we're

worried about, ad fatigue.

156

We've got 10 in here, one of which is off.

157

This is because this product's out

of stock, which is why it's off.

158

But fundamentally, there is a lot of

variety going into, the feed for users.

159

So the frequency, not concerned about it.

160

Now, if we did stop here, like I said,

we're going to be generating leads.

161

We're going to be putting them

in our email marketing, email

162

marketing campaigns, email

marketing flows, sequences, whatever

163

you want to refer to them as.

164

We're also boosting the amount of

people that are going to come looking

165

for you with that higher intent on

Google trying to solve their problems.

166

I've seen this brand has

a solution to my problem.

167

We see an increase in brand search.

168

We also see an increase

in the goes on in there.

169

Because we're making them very aware here.

170

They're coming onto the socials and

you can see how many impressions

171

we're getting in a month here.

172

It's like a giant billboard on the

socials, but it's very targeted.

173

So it's not being wasted here.

174

we're targeted with interests.

175

Then here we're only hitting people based

on their actions in this campaign here.

176

What we then do is we then

start to break it out.

177

Now, this is where we

start to see the results.

178

Now, the reason we had to change

our bottom of funnel retargeting

179

here for a different one is because,

we had an issue with the catalog.

180

It meant we had to restart it, which

is why you can see there's two, one's

181

got V2 next to it's a version two

frustrating, but things happen online.

182

So we had to rebuild out a

new campaign there for them.

183

what we've got is our middle of

funnel, which is the same audiences

184

that are here in the brand awareness.

185

We're now going to, and we're

saying, Hey, with different copy,

186

with different ads, you can see

we're going a bit product specific.

187

We've got five live ads in there,

but you can see over the course of.

188

The lifetime of this with the way

that we go in and we audit daily

189

based on performance, turn ads on,

turn ads off, only six ads live in

190

there, but 42 have been produced

during the month of February.

191

Those ads are now off if we go amount

spent and we're looking at those ads.

192

Unfortunately, the most successful

ad we had was this one here.

193

We had a ROAS of 6.

194

73.

195

We sold them out of it, which is

that one that I showed in that Top of

196

Funnel that said, do not use, don't

turn it on because it's out of stock.

197

again, good problems.

198

But those middle of funnel, they're going

from seeing brand awareness style to

199

then, if they're still in those segments,

those audiences, we then hit them here.

200

116 purchases at Arasa 4.

201

38.

202

We also then do reach out,

using Advantage Plus audiences,

203

which is this scale one here.

204

It's performing well.

205

It doesn't get the, as much a higher

average order value as the others.

206

But it still does perform

exceptionally well.

207

It's still well over the four

row ass where we need it to be.

208

This one here, we make sure in our,

business manager account, we import

209

into their past purchases because

advantage plus has an ability.

210

Same as P max in Google.

211

If we give it good data and we say,

Hey, these are the past purchases,

212

the past customers for this brand.

213

Can you go out and try and find it?

214

So yes, technically when you

look at it from an ad set level.

215

The audience is wide open and we're

going let's say to the algorithm

216

go find people But we're also still

in the back end guiding it And

217

putting in our custom audiences and

uploading our audiences of purchases.

218

So that comes from the website, it

comes from the pixel on Facebook,

219

the reporting of the Pixel,

and it also comes from Klaviyo.

220

So there's three main sources there.

221

Yes, there's overlap in there.

222

We want that.

223

We're just trying to hit everyone

that we can, and this is a lifetime.

224

Of clients, so the pixel gives us

180 days, Clavio gives us all and the

225

website gives us everything as well.

226

So we've got there,

he's into his 9th year.

227

We've got 9 years worth of customer

data in there and you can see it

228

works effectively like really well.

229

and these are operating the CPMs they're

really reasonable CPMs considering we're

230

going for purchase conversions, the

retargeting, this is where we're just

231

hitting people that have added to the

car, but not purchased in the last

232

30 days, converts well, unfortunately

it was performing better here, but

233

now new ad, new learning, we had to

start again that's the entire system.

234

We didn't add in another

advantage plus scale.

235

So this one is a catalog.

236

So when we start to see

performance working here.

237

We're at advantage plus where the

algorithm is really picking up where we

238

want our purchases and we can see that

cost per purchase is 54 rather than 4.

239

14.

240

This is for individual products

and product specific ads.

241

This one, we grab the catalog and we

go out cold with them and we try and

242

find, we say to the algo, go and find

customers like the ones we've uploaded in

243

business manager for you to know about.

244

And we try it just at a catalog level.

245

Now this works really well, especially

for brands that have a lot of.

246

excuse in their match.

247

If you've got two or three,

it's not very effective.

248

if this client or with my own brand,

they've got thousands, excuse.

249

I've got thousands of excuse.

250

They've got hundreds.

251

and it stays a bit dynamic in terms

of some things are out of stock.

252

Some things are very seasonal.

253

Sometimes they've got

new products coming in.

254

Sometimes they just discontinue a product

line keeps it really fresh and puts a

255

relevant product in front of those people.

256

Okay.

257

So we started seeing, that scale with

the catalog starting to come through.

258

We did see a bit of drop off here.

259

And this is why this is what I spoke

about is we started to see some drop

260

off in the amount of add to carts.

261

that were coming through and the amount

of reporting that was coming through for,

262

view content and things along those lines.

263

only just resolved this problem,

which is involved a bit of

264

coding in there in the back end.

265

going back to where we

last had the cleanest.

266

Set a data, 3.

267

92 ROAS at a CPI of 65 in

January, which is traditionally

268

fairly quiet for this brand 3.

269

45 at a ROAS of 69.

270

I think we started in

November with this brand.

271

So December 4.

272

3 ROAS, with a CPI of 64.

273

So we're staying in and around

there and this is that consistency

274

that we're talking about.

275

48 ROAS with a CPA 64.

276

So we're getting that consistency for

them, which is where we want to be.

277

so that's where we're at.

278

this is a real life example of

an account that's performing

279

well, it's behaving as expected.

280

And especially considering

he's never been able to get it

281

profitable at all on Facebook.

282

before we took over the most

that he'd ever spent on, Facebook

283

ads was maybe 3, 000 in a month.

284

And he wasn't profitable

doing that at all.

285

Yep.

286

whereas now where he's given us 400 a day.

287

Which takes us to that 12, 000, which

is where we're at, given it's other

288

met other benchmarks, he'll increase

the spend provided we can show history

289

that we're staying at that of a speed

bump or roadblock with the reporting

290

last month with that, drop off.

291

of the reporting when they

upgraded their website.

292

But you know that this is life.

293

That's what's happened.

294

But then we sit down and we

look at the global Emmy are also

295

not coming through reporting.

296

We haven't seen any change in that

global and we are between all of his ad

297

spend and what the return is overall.

298

So this is the way the system works and

you can see the amount of reach that

299

we're getting, the average CPMs, the

frequency that we're hitting people

300

across the board, across the account.

301

It's all going the right way.

302

And for that, 400 a day, we're getting 1.

303

3 million impressions a month for

him, you're also doing Clavio for

304

the same brand too, aren't you?

305

Correct.

306

And so how long have you

been running this client for?

307

with the email marketing,

probably the beginning of last

308

year, maybe a fraction longer.

309

Oh, wow.

310

Okay.

311

Yeah.

312

Okay.

313

So 14 months, 15 months.

314

Yeah.

315

And that's what I was saying is that

I would, quite often talk to him about

316

his, how his Google ads are going,

which you've helped out with greatly,

317

how his Facebook ads are going.

318

And he'd always just dismiss Facebook and

say, they just don't work for my brand.

319

Yep.

320

That worked.

321

They don't work.

322

And.

323

We got to a point, around

October, November last year,

324

and he said, I want to scale.

325

And I'm like, I can't

scale your email marketing.

326

I can try and get conversion rates

higher, can try and convert people on your

327

sign up forms more, but fundamentally.

328

If the traffic's not on the

website, I can't control it because

329

I'm not controlling the traffic.

330

I said that the way that I know to be able

to help you scale is with Facebook ads.

331

We went into the story of,

a hundred dollars a day was

332

the most he'd ever spent.

333

Doesn't work.

334

Doesn't work.

335

He's tried it several

times over the years.

336

we'd built up enough trust with him and

a relationship with him that he said,

337

Hey, all right, let's give it a go.

338

Let's give it a go for November because

everyone goes crazy around November

339

for black Friday, cyber Monday.

340

I.

341

If we're going to see if it's going to

work, he said, if at any stage it will be

342

now, we gave it a go, he gave us a budget

of, I think it's about 200 a day to start

343

with, and we've just slowly incrementally

gone up from there and performance is

344

holding, I can't see any reason why we

won't be able to scale it further for him.

345

Very good.

346

so what would you say since the

implementation of the Clavio,

347

email marketing and Facebook, what

do you think the bottom line has

348

been for him on average, roughly,

increase month by month basis?

349

He's seeing about a 20 percent increase

comparing year on which is fantastic.

350

we're adding in effectively an extra

9, 000 in, ad spend to in the Facebook

351

marketing, but it's also adding in.

352

you can see there.

353

Yeah.

354

But you're also improved

his, email marketing as well.

355

this is a universal truth that when

you are doing Facebook, it helps

356

Google massively, especially if

you've got performance max campaigns,

357

standard shopping brand improves.

358

Yeah, you can't hit, it

just doesn't make sense.

359

You can't hit.

360

1.

361

3 million impressions when

you're advertising well and you're

362

delivering the right messages.

363

Think that these people, no one's ever

going to buy from you or you're not

364

going to see an uplift in performance.

365

Yep.

366

Done correctly.

367

They've been nurtured through a funnel.

368

They don't know that, when they come on

to the socials, they've been nurtured

369

through this funnel, whether they decide

to click on a button here and purchase

370

potentially 180 of them did in February.

371

But there's also a greater percentage

that will go across to Google.

372

And I do this as a shopper myself.

373

I'll look on the socials.

374

Then I'll go and I'll Google a

review about the brand to see whether

375

they're, what their reputation is like.

376

And then I'll go and probably grab the

product that I'm looking at from them.

377

And I'll go and compare it

with competitors products.

378

All this research that we do.

379

And I do it all the time.

380

I'll very rarely just say, and I'm

going to buy that unless it's an

381

impulse buy, it has to be something

fun or exciting, or just a little

382

impulse buy something pretty cheap

that I'll do that with these products.

383

Average order value is

around 250 on an impulse buy.

384

we know that people are going to

be going and Googling the reviews,

385

they're going to be Googling other

competitors, they're going to be

386

comparing your product to a competitors.

387

And where do they go to do that?

388

They go to Google.

389

Of course.

390

And also this brand, what this brand

lends it to self to is you, most

391

of the time people have a problem.

392

Yeah.

393

And they're looking for a solution.

394

Yeah.

395

they have quite a strong intent.

396

They're not just browsing through

and going, oh, that looks right.

397

I might buy that.

398

They're actually, my God, I've got a

small problem, or I've got a big problem.

399

Yeah.

400

I need a solution for this problem.

401

Who can fix that for me?

402

Yeah, and if people will do their homework

on saying, okay, that's that brand.

403

who else is out there?

404

Cause at the end of the day, most

people want to feel safe that they're

405

making a solid purchase and they're

not getting ripped off they're

406

trustworthy and they're reputable.

407

Yeah.

408

All those things.

409

It's all about making sure that people

feel comfortable in that person.

410

So they can do their research.

411

Exactly.

412

And that's where those

different intent levels that we

413

acknowledge and also work with.

414

So you don't go to social media to

solve a problem, but you do go to social

415

media knowing what your problems are.

416

Yes.

417

And then just by coincidence, some

smart marketers put a solution

418

to that problem in front of them.

419

What do I do when I go to Google?

420

I have intent on looking to solve that

problem, but I already know because of

421

the social advertising that there is a

solution and the solution is this brand.

422

I do other research while I'm there.

423

Look at reviews, look at, competitors,

look at pricing, look at, products.

424

Sure.

425

I'm definitely going to do that, but

what am I doing every time I do that?

426

I'm creating another touch point.

427

Very good mate.

428

Thanks very much again for your time.

429

and we'll catch up soon.

430

No worries.

431

Thank you.