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Consistent Profits for Over 15 Months Using the Facebook Matrix Method
19th June 2024 • The Google Ads Podcast • Solutions 8
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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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Related videos:

💰 Maximizing Profits with the New Solutions 8 Services: Google Ads + Facebook Ads + Klaviyo:   

 • 💰 Maximizing Profits with the New Sol...  

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

 • 🔥 The 7-Step Email System Working wit...  


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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Transcripts

Glen:

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.

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:

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.

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:

we know that the consideration

phase from time of first contact

35

:

to time of sale is about 23 days.

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:

when we set these accounts up,

we do expect to get sales, but

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:

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

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:

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.

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:

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

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:

peaks and troughs like being a brand

owner myself, Gearbunch has been

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:

around since 2016, and it's seen a

global financial crisis, it's seen

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:

COVID, it's seen increased competition,

there's so much that goes on, aside

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:

from the actual user that's sitting

on the other side of their device or

55

:

computer making a decision to buy.

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:

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.

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:

Like anything, it could be seasonal.

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:

it can be a variety of reasons, but at

the end of the day, if we can reduce the

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:

difference between the highs and the lows.

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:

So that we get more consistent

performance and we just bounce

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:

around in here instead of this.

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:

Oh my God, this is the

best feeling ever too.

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:

I don't think that I can run my

brand anymore and I need to go and

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:

get a job, working for someone else.

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:

If we can bounce around in this

midline here and know that we've got a

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:

predictable system that is consistent,

that's ideally where we want to be.

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:

Gotcha.

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:

let's go.

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:

So this one's in February.

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:

I'm just showing you February because

in April, I can show you April as well

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:

to show you that it hasn't fallen off a

cliff, but they upgraded their website

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:

and it did lead to tracking issues.

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:

the end of February was when they

decided to change their, website over

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:

there on, Magento and they upgraded

from one version to another and it

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:

broke the plug in that was connected.

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:

The plug in hadn't been updated

from Magento to something

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:

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

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:

quieter months, 11, 700 spent.

84

:

And I'll break down

how this comes through.

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:

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.

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:

Breakeven sits at 2.

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:

25 for this account.

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:

So it's really, solid performance.

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:

If we can scale at 4.

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:

Which is what we want to do.

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:

it's perfect.

95

:

So this client came to us and they

were very reluctant to use Meta ads.

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:

They're very successful on,

Google in terms of conversions.

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:

we started running their email marketing.

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:

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

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:

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

since about:

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:

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

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:

I've had agencies try.

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:

I've tried myself.

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:

He's a smart dude.

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:

It just wasn't working for him.

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:

So he just written it off.

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:

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

allowing us to scale incrementally,

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:

provided we can keep within that range.

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:

And this is continuing to hold.

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:

at the ROAS of around four for him.

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:

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.

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:

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

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:

his global MER reflects that.

119

:

So when you look at it here, what

you'll see is the structure that we've

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:

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

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:

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

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:

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.

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:

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,

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:

we're constantly rotating ads.

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:

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.

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:

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.

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:

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.

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:

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

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:

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.

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:

We had a ROAS of 6.

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:

73.

195

:

We sold them out of it, which is

that one that I showed in that Top of

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:

Funnel that said, do not use, don't

turn it on because it's out of stock.

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:

again, good problems.

198

:

But those middle of funnel, they're going

from seeing brand awareness style to

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:

then, if they're still in those segments,

those audiences, we then hit them here.

200

:

116 purchases at Arasa 4.

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:

38.

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:

We also then do reach out,

using Advantage Plus audiences,

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:

which is this scale one here.

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:

It's performing well.

205

:

It doesn't get the, as much a higher

average order value as the others.

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:

But it still does perform

exceptionally well.

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:

It's still well over the four

row ass where we need it to be.

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:

This one here, we make sure in our,

business manager account, we import

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into their past purchases because

advantage plus has an ability.

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Same as P max in Google.

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:

If we give it good data and we say,

Hey, these are the past purchases,

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:

the past customers for this brand.

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:

Can you go out and try and find it?

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:

So yes, technically when you

look at it from an ad set level.

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:

The audience is wide open and we're

going let's say to the algorithm

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:

go find people But we're also still

in the back end guiding it And

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:

putting in our custom audiences and

uploading our audiences of purchases.

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:

So that comes from the website, it

comes from the pixel on Facebook,

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:

the reporting of the Pixel,

and it also comes from Klaviyo.

220

:

So there's three main sources there.

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:

Yes, there's overlap in there.

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:

We want that.

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:

We're just trying to hit everyone

that we can, and this is a lifetime.

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:

Of clients, so the pixel gives us

180 days, Clavio gives us all and the

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:

website gives us everything as well.

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:

So we've got there,

he's into his 9th year.

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:

We've got 9 years worth of customer

data in there and you can see it

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:

works effectively like really well.

229

:

and these are operating the CPMs they're

really reasonable CPMs considering we're

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:

going for purchase conversions, the

retargeting, this is where we're just

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:

hitting people that have added to the

car, but not purchased in the last

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:

30 days, converts well, unfortunately

it was performing better here, but

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:

now new ad, new learning, we had to

start again that's the entire system.

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:

We didn't add in another

advantage plus scale.

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:

So this one is a catalog.

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:

So when we start to see

performance working here.

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We're at advantage plus where the

algorithm is really picking up where we

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want our purchases and we can see that

cost per purchase is 54 rather than 4.

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:

14.

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:

This is for individual products

and product specific ads.

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:

This one, we grab the catalog and we

go out cold with them and we try and

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:

find, we say to the algo, go and find

customers like the ones we've uploaded in

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:

business manager for you to know about.

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:

And we try it just at a catalog level.

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:

Now this works really well, especially

for brands that have a lot of.

246

:

excuse in their match.

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:

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.

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:

I've got thousands of excuse.

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:

They've got hundreds.

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:

and it stays a bit dynamic in terms

of some things are out of stock.

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:

Some things are very seasonal.

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:

Sometimes they've got

new products coming in.

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:

Sometimes they just discontinue a product

line keeps it really fresh and puts a

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:

relevant product in front of those people.

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:

Okay.

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:

So we started seeing, that scale with

the catalog starting to come through.

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:

We did see a bit of drop off here.

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:

And this is why this is what I spoke

about is we started to see some drop

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:

off in the amount of add to carts.

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:

that were coming through and the amount

of reporting that was coming through for,

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:

view content and things along those lines.

263

:

only just resolved this problem,

which is involved a bit of

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:

coding in there in the back end.

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:

going back to where we

last had the cleanest.

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:

Set a data, 3.

267

:

92 ROAS at a CPI of 65 in

January, which is traditionally

268

:

fairly quiet for this brand 3.

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:

45 at a ROAS of 69.

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:

I think we started in

November with this brand.

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:

So December 4.

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:

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.

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:

So we're getting that consistency for

them, which is where we want to be.

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:

so that's where we're at.

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:

this is a real life example of

an account that's performing

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:

well, it's behaving as expected.

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:

And especially considering

he's never been able to get it

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:

profitable at all on Facebook.

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:

before we took over the most

that he'd ever spent on, Facebook

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:

ads was maybe 3, 000 in a month.

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:

And he wasn't profitable

doing that at all.

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:

Yep.

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:

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

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:

Which takes us to that 12, 000, which

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

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:

met other benchmarks, he'll increase

the spend provided we can show history

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:

that we're staying at that of a speed

bump or roadblock with the reporting

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:

last month with that, drop off.

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:

of the reporting when they

upgraded their website.

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:

But you know that this is life.

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:

That's what's happened.

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:

But then we sit down and we

look at the global Emmy are also

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:

not coming through reporting.

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:

We haven't seen any change in that

global and we are between all of his ad

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:

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.

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:

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

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:

3 million impressions a month for

him, you're also doing Clavio for

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:

the same brand too, aren't you?

305

:

Correct.

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:

And so how long have you

been running this client for?

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:

with the email marketing,

probably the beginning of last

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:

year, maybe a fraction longer.

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:

Oh, wow.

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:

Okay.

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:

Yeah.

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:

Okay.

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:

So 14 months, 15 months.

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:

Yeah.

315

:

And that's what I was saying is that

I would, quite often talk to him about

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:

his, how his Google ads are going,

which you've helped out with greatly,

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:

how his Facebook ads are going.

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:

And he'd always just dismiss Facebook and

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

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:

Yep.

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That worked.

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:

They don't work.

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:

And.

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We got to a point, around

October, November last year,

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and he said, I want to scale.

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:

And I'm like, I can't

scale your email marketing.

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:

I can try and get conversion rates

higher, can try and convert people on your

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:

sign up forms more, but fundamentally.

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:

If the traffic's not on the

website, I can't control it because

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:

I'm not controlling the traffic.

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:

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

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the most he'd ever spent.

333

:

Doesn't work.

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:

Doesn't work.

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:

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,

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:

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.

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:

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.

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