Nov 30, 2020
Anyone can do Facebook Ads, right? But can you do them well?
Launching profitable Facebook Ads can be challenging and cost you precious time and money. Today's guest gives coaches, consultants and service providers the power to acquire premium clients at top dollar, while growing and scaling their business with ease.
Please welcome Carlos Aviles
Carlos what's up. How you doing? Welcome to learning from others. I'm doing fantastic. How are you doing today? Good. Uh, you know, it's been awhile since we talked. Um, we'll get into, you know, I'll share with our listeners, how you and I met up. Um, what, it's been two years, maybe three years now, since we originally, yeah, I think going in three years now, Yeah.
All right. So you and I met at an event, which we'll talk about, but it'll be kind of related to question number one that I like to ask my guests is what are you an expert at and what are we gonna learn from you today? Yeah, absolutely. So I'm an expert with Facebook ads and I specifically focused on helping coaches and consultants with high ticket sales.
Okay. And then before we dig deeper into that question, number two is what do you suck at Carlos? Uh, I suck at cooking. Yeah. You know, you know what you're actually, I think you're the first to say that, but what's funny is when I'm kind of chatting with guests before we start, that's the example I give them, I say, you know, I'm going to ask you what you suck at.
And you can say, I suck at cooking or whatever you want. But, and so you're the actual, actually the first person that said, that said cooking though.
Yeah, well, you and I met a couple of years ago down in Arizona, and I was looking into exploring kind of exactly what you talked about. So obviously my background is search engine optimization, and so I was looking for. Um, you know, to get into doing some Facebook ads to offer a course on SEO that I wanted to kind of test out in, in concept.
And so you, what was interesting about you and I meeting is so, so we're at this little private Facebook mastermind kind of thing, what we'll call it. And then, uh, it was a full day event and I go back to my hotel. And you and, and your friend Markwell are in the lobby. And so you guys were at the same event.
And so we just kinda chatted and small talked, and then a couple months later, I hit you guys up and said, Hey, you know, um, I want to see what you guys can do, but what I thought was cool about meeting you at that is you already know, know how to do all this stuff and do Facebook ads, but you were there just to see how it.
Other people do it to see if there is anything different or, uh, an angle that you could take to integrate into your kind of already proven processes. So I thought that was cool that you, you continue to do your, your learning and your ongoing education, just to see, you know, what's kinda going on in the market.
So, um, that's, that's how we met, you know, it well, what did you take away from kind of that. That mastermind we went to. Yeah. So when we went to our, as Sona, um, I wanted to go to this mastermind because you're, you're absolutely right. I'm a student. Um, at heart I never stopped learning. Um, my, my whole goal is to reach mastery with what I do, but mastery is not attainable.
Um, what I wanted. To do at that event was just get at least one idea, one thing, one concept. And I was able to do that and, um, implemented back into the business, um, um, some merged into this whole coaching, uh, environment, and I wanted to learn anything related to that. And, uh, yeah. So, um, you know, always being a student all the time, bring our listeners up to speed and get a little more specific on what you do.
I think I kind of take for granted the concept of what you do. So let's kind of break it down to somebody that's new. How would you explain what you do to somebody that hasn't been exposed to it already?
Yeah, absolutely. So, um, we gotta think as Facebook as a platform, right? So what I do is people come to me, they want like, Hey, I want traffic.
Everybody just wants traffic because they, you know, they have a service expertise, their coach they're like, Hey Carlos, you do Facebook ads. I want you to get me traffic. But the first thing that I really do is I don't even go into traffic. I, um, I spend time with my clients really understanding, um, who their, who their prospect is.
And, and that's probably one of the biggest things I spend most of my time on understanding who their prospect is. And, um, from there, we were able to create a message for this prospect. And so that's what I, what I spent a lot of time. Time on then I helped them design a funnel and ultimately a launch Facebook ads for them, um, within an intention of getting, uh, applications, the whole purpose of everything that I do is to get them quality applications.
Um, so yeah, that's like a snapshot of what I do, but I can go into detail on every step. Give us some examples of what the final product is that some of your clients sell. So you say an application, so how, how do people. Okay. How do your customers convert everything you've set up into an actual sale? Like what is an example of a sale?
Absolutely. So, um, I do a very simple funnel that ultimately leads to application. So for example, we have an ad in the, in the, on the ad. It says, Hey, um, I'm a real estate coach. You want to learn how to do real estate investing, click the link below. They click on a link. They go to a landing page there, they enter that their email.
After they enter their email, they go into our database after the database, they're going to watch a video and I call that an inception video. The inception video, the whole purpose is to just grow a tiny little idea into their head, where they become the hero of that journey. And they see me as an authority figure that can, can help them reach that journey.
And so by the end of the video, they have a call to action and they, the, they can book a call. They click on a button. Opens up a new page to book a call and then they book it in and out, have a congrats page. So really all you really need is four pages to be as successful. Getting a client's phone with coaches or service provider.
A test is so many models and this is how it has always been the simple as model to run. What's an example of what success is. I assume that's, that's a dollar figure. Is there kind of a, an average that you can, you can explain, uh, either, you know, the potential per ticket sale per cell price, or, you know, some success stories of how, how much somebody has made in a year using this model?
Or what can we use as a reference of what success is? Yeah, absolutely. So success to us, it comes in different forms. And I, you know, for example, clients that are new, um, success to them it's means getting some data closest themselves and their cells go anywhere from that thousand, all the way to 10,000, uh, on, on, on their coaching services that they sell.
Um, so for example, for a real estate investor that I've been working with. Um, we've incessantly been able to hit over a hundred thousand dollars a month, um, getting quality applications for his business and we're expanding now. He has a seminar. Um, we have, uh, a new launch that we just, uh, are finishing up.
So that that's one example of a real estate investor. Now I have another gentleman that is a coach for a fitness instructor. So he personal trainers, he teaches it, teaches them how to, um, grow their personal training business. So for this gentleman, literally last week, I just got an update from him. He sold $52,000 with.
Then map it to a Facebook group. And within there there's everything that comes in and it gets nurtured. And so that was super powerful. Um, that was like one of my first times running a to, directly to a Facebook group. And so. Yeah, 52,000 with an ad spend of about, uh, $644. So the ROI is just amazing. The ability to pull people into, um, your coaching business to Facebook.
It's it's there. You just gotta be able to be creative with everything that you do. So it sounds like your clients are not necessarily on a retail product side, but they instead offer as a service or some sort of set of knowledge. Exactly. So they get paid. Um, my I'm a huge believer on, um, you know, contributing to the market.
I even call it your unique market contribution. A lot of them have their unique system that they bring into the market and they just need a platform to, to be able to get in contact with people. Right. And all this is cold traffic. Um, And the way that you do this, um, it has to be a personal, you know, a lot of the stuff that I do is, is not like high tech video is just like selfie videos, inviting them to, you know, watch, uh, whatever, uh, you know, video or service that they're providing.
And, um, yeah, it's, it's, it's not difficult, but you have to know how to approach the Facebook platform. With the example of the real estate investor and a hundred grand, um, how, how much time? I, you know, I assume that there's a learning curve or maybe that's not the right word, but you know, you have to rollout with w.
With one ad and then tweak it and improve it. And then repeat that process. How long is on average? How long is that process until you start to get to the home run phase? Yeah, so we can start gathering applications. Uh, usually within the first week, sometimes it takes longer to a month and I usually like to start testing videos.
Um, I find my go to audience that. I know my people are going to be there. Um, and I think about it like little ponds, right? So I go to this pond, I know my audience is going to be there now. I got it lower in, uh, you know, some, a hook start fishing for that, for that, uh, within that pond. And so, um, The first thing I'm testing is going to be videos because the videos have different, different angles, different hooks.
And so I want to see which of those messages is getting the most leads, more applications. Um, from there, I just started focusing on that and then I stopped expanding with testing different audience. Um, and then, you know, once you find something that's working, you started looking at different scaling strategies.
But ultimately to answer your question, it can take up to like three months, every client that I work with, I tell them, Hey, look, I need at least three months to gather data, to go through the whole process. Um, there's times where their funnel is, is they don't do their homework. They know them, her audience really well.
And there's a lot of times where there's new funnels that they don't know their audience. And so. Now where we have to like, okay, let's launch this thing. This does. And we have to be able to pivot depending on the different data points and how everything is converting throughout the funnel. So. Then that sounds like, um, you know, very similar to MySpace of SEL.
So the, the timeframe and not getting an immediate return on investment makes this something that's not for everybody. So what's the ideal client or what's, how do you educate them on? Okay. You know, if, if this takes three months, You know, they're still paying you for it during that time. So because of that, then, you know, who's your ideal customer, because we don't want to bring this to, um, you know, maybe a, a solo preneur startup that doesn't have the cashflow.
I imagine you don't necessarily start with that guy. And instead this is for somebody that like, they have to be, they have to have a runway to, to build this up properly. Yeah. So my ideal, uh, client that I work with are those that are already making at least 25,000 per month with their coaching business.
And, um, the, the main thing with what I look for is the mentality, right? So we know that as a service provider, as a coach, we have a skill, right. We have a skill and we know that we can service them. So for example, like the real, real. Rural turn right. We're real estate coach. He knows that he can coach people, but I he's got to also be open for coaching.
Cause I'm taking them through a process where, uh, their ability to be open, to understand that we have to collect data. Right? So that's one thing they have to understand. Facebook is a, is a data machine and then we can start pivoting according to that data. Um, If they can grasp that small concept, then they can start.
Okay, look, I'm not going to attack, add any, uh, any, um, uh, you know, anything like any videos, the attachment to any video and the attachment to any of the budget, because I know this is just, it's just going to be me collecting data. And so if we can go through the whole process of, of being okay with that, then those people that can withstand that and they tend to be the winners because now we have, uh, you know, we have.
Um, three months worth of data. Let's say we've already generated, uh, at least a hundred applications, right? A hundred locations. You're going to close some, but the most important thing that's going to happen is that you're going to get to talk to your ideal prospect and understand what they really need.
Right. And so now that that in itself also becomes data, then we can be like, Hey, the moment let's go ahead and change the funnel around a little bit, because this is what my prospect is telling me that they need, and this were their concerns. So now we go ahead and revamp the funnel and we have the 2.0 version.
And after we run a 2.0 version, then everything just becomes a lot better because now we understand what their needs are. And, um, I mean, we can, we can use that throughout the marketing. And before we started talking, you had mentioned something that you call 3d cam. What is that? Yeah, so it's the 3d cam for short is called the 3d client acquisition matrix.
It's my own method that I put together over working with Molson for clients and it's systematic approach to launching Facebook ads that are going to succeed. Uh, the three D stands for, uh, the three steps that I have, uh, discover the sign and deploy, um, and everything is all to create client acquisitions, right?
And I call it a matrix because you want to create this, this, this, this funnel, right. This funnel, it is powerful enough to create a logical and also on an emotional marketing message that people are going to gravitate towards. Um, so yeah. Walk me through, um, I want to get to an interesting topic of comment, trolls.
So, um, all right. So part of the, I'm going to kind of set the stage here. So part of this process, we've talked about Facebook ads, and then you've talked about videos. And then for people that may be new to this, you know, you, as you said, maybe your customer does a selfie video. So here's the business owner.
Um, they do the video that says, Hey, I'm so and so, and this is my area of expertise. They send it to you. You marry that video with an ad. Yeah. Has compelling, you know, content gets people to stop and watch the video. Now, part of that, Part of what comes with that territory is that everybody on, uh, that has a keyboard has a voice.
And, and this isn't anything specific to Carlos or any Facebook ad person, but I know that you've seen this. What do you do about the people that don't even watch the videos or don't even listen to the message and they just start running their mouth just because it's an app like. Did that take some getting used to where the people, the trolls come in and just say something negative that has absolutely nothing to do with the video.
Yeah. So, so trolls can actually, uh, be really annoying, but they can also help probably because Facebook sees that. Okay. They're commentating. But the key here is to have, um, Systems that are going allow you to either hide or just to completely delete the message. Um, so then there's two things that I, one, I have a usually had talked to, you know, the course that I'm working with.
They have like a virtual assistant and, uh, once a day, they go in there and check manually. To see if any, any comments I'll come in remove those that don't work. But also one thing that we take advantage of is the second thing. Facebook has this thing called of Facebook, common moderation, where you can start pounding keywords.
Do you add your keyword? Let's say a scam. Let's say that's one of the keywords. A lot of people put in there, you put it in there. And anyone that automatically says, Hey, this. It was a scam. They press enter. Facebook is automatically going to hide that comment from me. So they're not, no, one's going to see it.
It said the person that wrote it. So it's not going to have any impact on your marketing because you using, uh, you know, the automated way to do it. And so, you know, you keep, you, you have your VA along knowing how to moderate with the auto auto removal of this comments, they can continuously update any new keyword that comes up, they update it.
So the last moderating they have to do, and, you know, after awhile, you're just going to be like, okay, you're just going to see positive, positive comments on your posts. And so that's why one way that I deal with, um, dealing with trolls do, is that something that you kind of. Take off the responsibility for your clients, or is that something that clients should expect to, to deal with obviously that they might spot check their ads and see it through that spot checking.
But is that something that they should plan on moderating? Yes. So, um, I recommend best practices and I tell them that they should be moderating into themselves, but as a good media buyer, I'm, I'm always looking at the trends. If I see, okay, there's that is not working. Then I go directly into the. Into the ad.
And so, okay. Has gotten any comments, did they haven't checked it? I deleted myself, so it goes both ways. And I like to tell my clients, it's a team effort, you know, I'm helping you as much as I can. I look at your comments, but this is what I recommend for best practices. And so I'm like, um, Those clients that set up systems for themselves are the ones that are going to end up being most successful.
So they hire like a VA and then the VA is on top of the comments, right? One task, one thing at a time, keep it simple, nothing crazy. And then, uh, you know, you, you just systematize everything that comes your way. How long do you usually work with clients? Is this something that they can repeat over and over and continue to monetize?
Or is this something that you kind of turn on for awhile and then turn off for awhile? Um, so I have clients that I work with, um, Almost two years now, some clients, uh, six months, it just, it just really depends on, on the, on the client. And in some of them just kind of want me to get things started and they're like, alright, thank you so much.
I'll take over from here. And then they go on their own. Right. Um, and, and sometimes those, some clients come back. Yeah. Yeah. Like, I think you were doing managing the ads. Can we have you back again? That's how the thing, um, So it just, it just really depends on the clients. Uh, what I found out is, um, the most successful clients that our work with are those that.
They'll want to have someone specifically running their Facebook ads, someone specifically taking their phone calls, someone specifically doing it, coaching. Those are creative. Like I said, systems are going to be the most successful one because now they can really just focus on, on, on growing their business.
They become like orchestra orchestra leaders. Right. They start just making sure everything stays on B. Something's not going to work. And they go in there and they managing. And so, um, then they're not in the business. They're like doing the day to day stuff. They're more like out in the business and they're still running it and still benefiting, uh, even even more.
Right. Um, I call it like either you have a $5 task or a $50 test, like w what are you going to do? Like, are you going to like, Mo go mow your lawn right now? Or are you going to pay somebody the most of all for you? Because. In the time that you've more, the lawn lawn, you could have closed, you know, two or three clients.
And, and now you're looking at 15,000 versus paying somebody to mow your lawn, like a hundred bucks. Right. So, so it just has to be that mentality, you know, the, the, um, entrepreneurial mentality, um, Comps in different ways. And so a lot of times when I'm working with my clients, I'm not just working with them throughout the funnel, but also working with them, uh, as far as seeing the big picture.
Um, and, and a lot of them just get it like, okay, you're right. Like I need to set up system for those things, um, that I need to get done. And, um, you know, it's all like, uh, uh, it's, uh, I'd tell them is like, um, I'm just like a, a person that it's not directly like your agency, like, uh, um, like I working for you directly, I'm more like in your business.
So see me as a partner because I'm trying to give you the best advice possible with everything that I learned so far from working with, uh, you know, hundreds of different clients, what are some of the common mistakes that. You have some, cause I hear a lot of people say, Oh, you know, anybody can do Facebook ads.
Well, that may kind of be true, but not anybody can do them. Well. What are some of the common issues that you see that somebody's tried on their own and then came to you and said I give up? Yeah. So, um, I think one of the biggest things that I see is when people are launched her ads. Um, they don't have proper tracking in place.
Um, they don't have their website optimized for mobile traffic and they also, um, have no congruency within their funnel. Um, so those are probably the top three things I would say. Uh, the congruency means. They, they have a net and they take them to a landing page that has nothing to do with what their message is.
And so people draw, they're like, Oh yeah, I have this offer. And I'm in love with my offer and people are going to love this thing. They just drive traffic to it. Uh, their tracking is not on. Okay. So. That's another issue, right? So you have this thing that has no going to grow and see you have no tracking, you think, Oh yeah, I'm just, I'm just gonna, I'm going to turn on this thing.
And, um, and along with that goes, goes with, uh, bidding, right? People want to have traffic to their Facebook page. Um, and so Facebook has this thing called traffic and conversion. Those are different ways that you can bid. And the Facebook platform. So a lot of people do is like, I just want cheap clicks.
Let me just get a bunch of clicks. And so that traffic strategy will get you cheap clicks, but it doesn't really mean that it translates into actually getting quality clients. So when you set up. The tracking properly, you can take advantage of the other commercial, which is it's called conversion optimization.
And when you, when you're bidding for conversion, Facebook has a really intelligent platform and now you kind of tell them to phase out, look, I had one person come in here and it looks like they became a lead. Go ahead and find more people like that. So now Facebook is more, uh, Prone to find people that have the statistical data that looks like that person.
And so that's just one lead and then it is a compound effect. And now you have a thousand leads. Now you have 2000 leads and so on and so on, so that AI could just, it keeps getting smarter and smarter and smarter. Um, um, so, so the tracking the congruency and, um, so yeah, those are part of the biggest, his mistakes that I see with, with people in that.
Not not being ready to drive traffic to the platform. Yeah, it seems just like a, you know, there's a common thing with, with online marketing that there's so much information out there that, um, like I said earlier, anybody can try it, but doesn't, I mean, they do it well. And so bringing in an expert like yourself and then giving it the proper attention, um, Is all the difference between, you know, doing it and actually doing it and bringing success with it.
So I wanted to say, thanks for jumping on learning from others. Carlos, I want to give you the last few minutes to put out your contact information or tell the listeners how they can find out more about you. Yeah, absolutely. So you can, um, find out more about me and my services. If you're going to trafficwithcarlos.com, uh, is going to take you to one of my, um, Testimonial pages.
And also eventually I'm editing my website. So you're going to be able to go to my new website once that's finished. So trafficwithcarlos.com, you can book a call and, uh, it's totally free. Um, it really doesn't matter where you are. Uh, you're going to take a lot from just having a call with me and understanding where you need to be if we decide to work together.
That's great. If we don't, you're still going to have a lot of, uh, initiation for you to take. Until your business. Very cool. Carlos, thanks so much for jumping on learning from others. My pleasure.