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You know what it is. That's right. It's time to talk money with your money
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nerd and financial coach. Now, tighten those purse strings
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and open those ears. It's the money talk with Tiff
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podcast.
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Hey, everyone. I'm super excited because I have Zaida Mari on the line,
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and he's here to talk to us about something that we haven't talked about on
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the podcast yet and 300 something episodes, but
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that is using ads for your small business, and
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particularly Google Ads and Facebook ads. So. Hey. Hey. How are
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you? I'm great. Thanks for having me, Tiffany. I appreciate it.
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Yeah, thank you for coming on and talking about this important topic.
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So let's just hop right in for the audience. Let's just
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set the groundwork here. What are Google Ads and what are Facebook
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ads? Google Ads are
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ads that you see when you go onto Google search or Google
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shopping. YouTube's also part of the Google network,
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so video ads are also part of Google Ads.
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Facebook ads are some of the promoted posts that you see in your
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feed, and then they also appear on the right hand
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side whenever you're on Facebook
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or even Instagram. Perfect. Perfect. Okay, so
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Facebook ads covers Facebook and Instagram, and then
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Google Ads covers YouTube, Google search, Google shopping, things
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like that, right? Correct. You can even do Google
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local ads, which is somewhat new for
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contractors and lawyers and things like that. And you can also advertise
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on Google Maps. So pretty much any
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Google property. Gotcha. Gotcha. Okay, so now that we have that out the way,
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if a business owner is like, oh, this sounds interesting, or maybe they've
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thought about doing ads before, but they're like, I don't know if this is right
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for me or my business. What are some things you think that they should
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consider when they're thinking about. Getting into ads, the
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first thing is definitely their margin.
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So when you're doing ads, you're going to have to pay,
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whether it be per click or per view or whatever, you're going
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to have to pay Google or Facebook for that
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ad. So you want to kind of look at your margins and
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see if your margins are good enough for you to be. To be
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even profitable doing ads. So,
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for example, if you're selling a shoe, let's say,
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and your margin is around 40%, and
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say you're making $150 per sale,
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you could do some math and figure out, okay,
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how much should I pay per click for me to even be
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profitable. So you could do some math before you even start
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and then figure out if it's even feasible for you. To
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do it. And after that, you would just need
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to plan ahead for it. A lot of business owners, you
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know, they're juggling a lot of different things all the time, so
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they kind of wing it. So they'd be like, okay, well, I want to spend
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like $2,000 or $3,000, but they don't have a
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timeline in mind. So it's easier if you just plan
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ahead for at least six months and have a budget that you're going to spend
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in that six months, assuming
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that you are, you're gonna make profit and your margin
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is good. Okay, so let's pause there for a minute.
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Cause there's some questions that I have for you. All right, so with
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the first point, when we're trying to figure out the numbers,
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what numbers do we need to look at in order for this to make
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sense? So, I know you said something about looking at your
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margins and looking at how much pay per
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click and things like that, but if a business owner is listening
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and they're like, okay, I have a marketing budget, how do I know
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if this is worth it for. Me, that's
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a great question. So I can send you a spreadsheet that
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I use to do some calculations, and you can share it with your audience if
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you want to. But basically, the first thing you want to do
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is look at what your current conversion rate is.
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So if you're selling a product or if you're in a service
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or doing a service, what is your conversion rate? And by
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conversion rate, I mean, how many purchases do you get or how
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many leads do you get from the visitors that come to your website?
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So if you're getting a thousand visitors and
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ten of them, you know, convert,
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that's, that's, you know, that's like a 1%
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conversion rate, you know, so you take that into
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consideration, and then you
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look at, you know, how much are you making per sale,
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right? And you look at the
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expected cost per click, and that one's a little tricky for business owners
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because they don't know what to expect. But in my spreadsheet, for example,
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if you're selling a product and you're running shopping ads, usually the
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cost per click is less than a dollar. So just to be
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safe, I usually use like $0.60 or sixty five cents
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per click. For service businesses, it's a
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little harder to figure out the cost per click. So you could
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use Google's free tool. It's called the Google
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Keyword Planner. And if you type in your
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keywords, they will tell you what your estimated cost per click
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is. So once you plug all these three metrics
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in with your projected monthly budget, you'll
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get your estimated number of clicks, you'll get the
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estimated number of sales, the cost per sale, and
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then you could from that you can deduce the expected revenue and the
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expected profit. Very cool, very cool. And especially that point
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about the keyword planner. I had no idea that was out there. So
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I'm like, I want to play around with that myself.
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Yeah, so just so you know, it's not 100% accurate. It's just
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estimates. That's still good information. Yeah, it's good information. But
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just saying that so that you could add like
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a percentage on top of it just to be safe
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when you're doing estimations. So let's say we have our numbers
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down. We're like, yeah, this makes sense for my business.
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What do we do to start? Like, is it something as simple as a click
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of a button or do they need to fill out something? What does that process
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look like when we're looking at Google or Facebook ads? I
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wish it was very simple.
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It's a little simple, but it could get complicated
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if you get into the weeds of it. For example, for
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Google, you could sign up for a Google Ads account. It's pretty easy. You just
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fill out a form and you just log in. But then
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you would have to set up your campaigns, set up
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tracking, make sure that you're tracking your leads
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so that you know how much money you're making
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from what keywords and what ads are doing better. You have
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to figure out where you're going to send the traffic to. When you're
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paying for ads, you want to send the traffic straight to the page
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that you want that person to land on. So you could skip the homepage
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where an organic traffic, obviously you can't control where they go. So
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that's kind of like the benefit of paid ads. So signing up is
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easy. Setting up an account could be a little
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difficult, especially if you're not very code savvy and you
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don't know how to set up tracking and all that stuff.
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But if you want to start, if you have time to do it
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yourself, you could definitely watch a couple of YouTube videos and
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learn how to set up campaigns on your own and then go from there. But
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if you are to do that, I would definitely start slow
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and learn as you go. So start off with a small budget
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and just build up slowly if that's the route you
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want to go. I know firsthand just from doing Facebook
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ads and stuff. It can get very, very complicated as far as the
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things that you can target for and all the parameters you can put
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in. So for the audience, though, what are some things that they
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can target when they're looking for their particular
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audience? What are some options they have? So
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if you're just starting out with ads, I would definitely recommend starting off
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with Google Ads. It's an
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easier learning curve. And the intent of
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the person on Google is much higher than that on Facebook, because
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when someone goes to Google, they're typing in what they're looking for in the search
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bar. So they're telling you, like, I'm looking for this thing.
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And so if you have it, show it to me, you know, and I'll click
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on it and then hopefully I'll purchase it. When they're on Facebook,
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they're kind of, like, scrolling through the feed. They might be distracted.
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Maybe they're just reading, like, what their friends or family are doing. So it's a
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little bit different mindset.
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So on Google, you could do keyword targeting, or you
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can just upload your products to Google Merchant center and they will do the heavy
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lifting for you. If you're doing products on Facebook, you have
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to kind of narrow down your audience to,
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if you're selling something gender specific like women's clothing, you
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can go down to women, you can, you can go so
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deep with Facebook, it's crazy. So
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the biggest, I think the biggest mistake people do when they do Facebook
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ads is they set up either too,
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too many campaigns because they go so specific with the
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targeting, or they set up
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too broad of a campaigns. Like, they'll set up either, like, two campaigns targeting a
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lot of people, or they'll set up like 50 campaigns targeting a very
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small segment of people. So what ends up happening is you either spend
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too much money on the two big campaigns targeting a lot of people, or
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you spend no money dividing all your budget
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on 50, that it takes you forever to collect the data and figure out
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what's working and what's not working. That's a really good point.
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And as business owners, we cannot waste money.
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We cannot waste money. And speaking or time. Right. Or
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time. Because it sounds like it's quite a bit to set up and to go
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through all of that and it's not set up
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correctly, or you setting up too many things at once and not
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getting the return on investment, it just sounds like it could be a mess.
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Yes. So, but with that said, going back to
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the money piece, because of course, that's where my brain always goes.
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I always get questions about budget.
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So sorry, I want to go back to budget real quick when it comes to
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ads, like what will make it worth, like what budget
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would make it worth running ads? Like, I know, for instance, to give you an
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example, I've done like $20 in Facebook and didn't really
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get much return on investment. But you
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know, I'm the type where I'm like, like, oh, I don't really want to spend
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money. Let me try to be cheap. But of course, cheap is not always the
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way to go. So what budget makes sense if we're talking about
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Google Ads or Facebook ads? That is a
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great question and hopefully I will not butcher it because there's so
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many nuances to it. It depends
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on like how much money you're making at the end of the day.
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So if you're selling products, it's easier to
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track that when you're doing a marketing because you
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know exactly the sale value, you know, your expenses and all that
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stuff. So when, when you want to spend
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budget, you have to think, okay, well, if I'm not spending money,
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I'm losing value by not attracting new customers to my
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website. That's, that's number one. So you could be losing
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on the potential of making money.
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The second thing is you have to think about it. Like if you're spending a
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dollar in as you should be getting back
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$5. So if you think like that and your
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account is pretty optimized, why not spend
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5000 and make 25,000 back, you know,
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so if you're spending and you're making money money
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like your return on ad spend return on investment, there's no reason why you shouldn't
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be spending more to get more clients. And then later on,
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once a lot of people recognize your brand, you wouldn't have to spend that much
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money. You could diversify and go into like SEO, social media,
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all that other stuff. Now, if you're in the service industry,
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it's a little harder to track how much money you're going to make from
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the ads because you're going to get a lead first. Then you're going to have
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to close the lead depending on how much time it takes for that lead to
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pay you. You know, it's just a little harder to figure out like,
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okay, this keyword got me $10,000 in sales or, you know,
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$5,000 in sales. So
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at the end of the day, it really depends on how much money you're making
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from your business and if your account
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has potential to get a return on ad spend
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or a return on investment that should determine your budget.
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But it's also important for business owners
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to budget for, like, at least six months so that they don't spread
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themselves thin and they'll, you know, sleep good at night.
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Because if you're tripping about your budget and like, oh, my God,
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Google Ads is like, eating up my. Eating up my account. They just
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debited me $500, like, yesterday. Now they're debited me another
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$500. Like, what's going on? I, like, just don't do it, you know,
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like, sleep well at night. A budget for the long term,
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just do some calculations in the beginning, and then just
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do a budget that you're comfortable with. And speaking of
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budget, like, do these platforms have the ability to
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put in, like, this is how much I want to spend per day. So a
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business owner could budget for it, or is it just they serve the
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ads and then they bill you later?
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So with Facebook, you can do daily budget, and with Google Ads,
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you can do a daily budget, or at least they call it a daily
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budget. But in reality, in Google Ads, the way they do
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it is, let's say you want to spend dollar 20 a
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day, so you put in your daily budget as
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$20. The way they do it is they
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basically take that budget and they multiply it over the month.
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They would try to spend. So the total would be
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$600 a month. So they'll try to spend that $600 in
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30 days because they're just trying to
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maximize the amount or the chances that you get a sale. So on one
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day you could spend $30, on another day you could spend
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$15, but in 30 days, you'll spend $600. That's kind of
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how they do it. They do call it a daily budget, but
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in reality, it's not really like a daily. So
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you might go a little bit over, you might go a little bit under, but
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they calculate it on a 30 day basis. Well, that's good to know.
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And, you know, all of this sounds like a lot, and I know
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we can't go over all of it here on the podcast. I'm
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sorry. So if people are interested in
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learning more about ads or learning more about you, how could
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they find you? You can find me on
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ppcmasterminds.com, and I'll be happy to do
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a free audit. If you do have a Google Ads
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account set up already, I'll do a free audit and I'll send you a video
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of what exactly you need to fix in your account. Or you can
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find me on LinkedIn. Zaid Amari Perfect, perfect.
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So I'll make sure that I have that spreadsheet available that
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you mentioned earlier in the episode and all of the links to where people
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can find you in the show notes as well. So if you're listening and you
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didn't catch everything, make sure you check the show notes. That's where I put all
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of that pertinent information. And thank you so much for coming on the
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podcast to talk about this. I know we could go on and on and
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on because honestly, I have so many more
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questions, but we can't give it all to the people right now.
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So I appreciate you coming on talking about this
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topic because honestly, I get these questions a lot. No
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problem. Thank you for having me and happy to jump on another episode if
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you have any more questions for me. Perfect. Well, thank you so much. Have
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a good day. Bye. Thank you for
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listening, joining and being a part of the Money Talk with TIFF podcast this
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week. You can check TifF out every Thursday for a new Money Talk
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00:16:42
podcast. But if you just can't wait until next week, you can listen
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00:16:46
to previous podcast
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00:16:47
episodes@moneytalkwitht.com or
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00:16:51
follow tiff on all social media platforms at Moneytalk
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00:16:55
with t. Until next time, spend wise by
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spending less than you make a word to the money wise is always
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sufficient.